Journal articles on the topic 'Making-or-buying technology'

The rapid development of technology has an effect on buying and selling activities. In addition to directly visiting the store we can carry out buying and selling transactions at home only with intermediaries gadget and internet. There are advantages and disadvantages of each of these transactions. Not a few buyers and sellers are made losses because they are not careful in making transactions whether it is online or offline. The purpose of this article is for readers to know the strengths and weaknesses of each method of transaction so that they do not have to meet with losses while making transactions. Helping to make sure when to do transactions online or offline is also one of the goals so that it gets efficiency in buying and selling transactions.

The Covid-19 pandemic that occurred in Indonesia required MSME entrepreneurs (Micro, Small and Medium Enterprises) to find ideas to market their products. So with this problem, it can be concluded that digital technology during the pandemic is very much needed to encourage the promotion of MSME products. The implementation method used is in the form of counseling and training on technology to promote MSME products. The results of this activity show an increase in knowledge of their awareness of using digital technology, a total of 5 entrepreneurs who have been socialized all already understand the use of digital technology and even all of them have practiced it themselves. By making product posts, making posts related to merchandise, making income reports or expenditure. As well as buying through E-commerce that has been taught.

This paper discusses whether acquiring genetically modified animals or embryos from an existing strain, as opposed to generating a new founder, is to be preferred, with respect to animal use and animal distress. To address this question, the results of an inventory performed in 17 Dutch research institutes are presented. It is argued that the acquisition of embryos is to be preferred to the acquisition or generation of animals. Furthermore, it is argued that patenting may lead to the generation of already existing strains.

The physical brick and mortar retail environment has been the bastion of survival for retailers over the years. With the developments in technology and the changing shopping patterns of consumers, apparel retailers are facing competition from alternative channels, such as the internet where consumers browse, compare and ultimately purchase products. Faced with this evolution, it has become critical for brick and mortar retailers to reconsider the principles and practices of in-store consumer engagement. They need to understand how their physical in-store environments can be used optimally in order to ensure sales optimisation, consumer satisfaction and sustainable profitability.This state of affairs has led to this study, which focuses on sight and its influence on consumers buying behaviour. The primary research question that was posed in this study was to explore the influence of sight on consumers buying behaviour in apparel retail stores. The type of research design used in this study was exploratory in nature, making use of a qualitative approach and a communicative technique of focus group interviews and nave sketches. The data gathered was analysed by means of Teschs inductive descriptive coding technique, better known as thematic analysis. It was found that sight has the ability to influence consumers in either a subconscious or a conscious way. This has a direct influence on the amount of time that consumers will spend in-store and ultimately influence their buying decisions and behaviour, either positively or negatively.

Purpose – Given the high importance of information systems for procurement, surprisingly there have been little efforts to analyze the process and the relevant reasons for the procurement decision of such systems from a stakeholder perspective. The purpose of this paper is to explore these aspects in the context of low-value (C-)parts. Design/methodology/approach – Research is based on a case study in a pre-fabricator company in Germany and analyzes the process to procure a system for sourcing low-value parts. Findings – As a finding, the procurement process and decision attributes have been integrated into a framework which supports corporate decision-making considering the procurement reasons of all involved stakeholders (internal departments, external customers and suppliers). Research limitations/implications – Research is based on case study analysis. Findings are specific to case companies and the environment in which they operate. The framework should be tested further in different contexts. Practical implications – The developed decision frame supports the evaluation of different sourcing information systems, including clearly measurable criteria but also qualitative or company-strategic decision attributes. Originality/value – The combination of financial and other perspectives (operations, information technology (IT)-administration, system users, etc.), is used to evolve a robust ex-ante instrument for supporting buying decisions for procurement information systems. The case description also illustrates the findings and develops new insights about stakeholders and buying groups decision-making for information systems.

E-commerce has brought both opportunities and challenges to Internet marketers. One challenge facing the marketers is to “convert” Internet users who are reluctant to buy things online to real online shoppers. To enlarge online customer base, it is necessary for researchers and practitioners to understand cognitive and psychological factors involved in a potential online buyer’s decision-making process. Drawing upon consumer innovativeness and technology acceptance research, we developed a conceptual model about how cognition and personality would affect an individual’s attitude toward online shopping and hence his or her purchasing intention. Our findings show that what an individual thinks and feels about online shopping do influence his or her purchasing intention. The individuals who were more risk-taking, open to new experience, and had higher level of self-efficacy appeared to be more prone to buying online. These findings call for further research on consumer psychology in the context of online shopping.

AbstractIn general, the development of character building in a formal education can be applied through buying and selling transaction activities in the school canteen. The widespread use of computer technology can also be applied in trade activities in school canteens as an effort to establish the character of Indonesia's young generation with integrity and honesty. The introductory on the use of technology through a Self-Purchasing System or also commonly known as the Self-Check-out System is a mechanism that provides an opportunity for customers to process their purchases by scanning the items they buy and making direct payments before leaving the store/store. This technology can be initiated into religious and non-religious-based elementary schools that practice the values integrity and honest character from a specific religion to general values. However, even though these values have become a daily part of learning, the use of modern technology in the practice of education cannot be denied. Thus, the combination of pedagogy on the conceptual character-building value in the classroom and the use of science and technology in trading activities in the school canteen will accelerate the formation of integrity and honest character within the pupils.Keywords: Character Building, Self-Purchasing System, Governance, Smart School Canteen Model.

In order to support its roles in the domestic and public sectors, many women have the ability in using information communication technology. In the other hand, women are still exposed to gender imbalances. The position of women is not only different, but also lose or less unequal than men. This approach used descriptive qualitative to describe alternative business that gotten by women to get justice through online business. The development of information technology brings a new atmosphere, where previously the women work offline to online. Business is developed by women such as making cakes with known brands as Kampung Roti, clothing, marketing of Lapis Surabaya cake, and knitting. Starting an online business is not easier for women, struggling to master technology is not easily where women have to be familiar with software and hardware. They should also search the network to find customers and highlight their own business. Women should organize their online businesses with a technique, having the financial capital, searching the models, materials, mastering selling buying online systems, moreover also finding out what opportunities are available. Through information technology, women who work online can get equal position with men.

In the process of business world growth balanced by the development of technology which is also increasingly rapid. Evidence in the field can be seen on the online trading site. The point is that in buying and selling online there is a process which then arises an agreement that is poured online or electronically. This electronic agreement if analyzed in the world of Notaries and the National Law domain indirectly also influences. The validity of the agreement is still questionable, because none of them are clearly stated in the provisions of the law. In the national law based on the law governing the deed itself, namely the Law of Notary Position and the Civil Code, the application of these provisions will not yet be clearly regulated in both laws. The principle of confidentiality that must be upheld in Article 16 of the LawJN must still be carried out even in making electronic deeds. This study uses a normative juridical method, which describes, explains and at the same time explains the notary liability in upholding the principle of confidentiality in the making of an electronic notary deed. Be an authentic deed or not. Notary liability does not uphold the principle of confidentiality according to Article 16 of the UUJN, the notary must be responsible for all the contents of the deed

In this day and age with the internet brings revolution to the way all fields work, especially in the field of business. With the internet technology data became big and known as "Big Data". The development of big data has increased significantly so that it can be utilized in various fields, especially in business areas that have been implemented with internet technology. This electronic buying and selling media have a wide range such as from small to large stores that can utilize media or with a site. This makes users always need this technology, so an E-commerce can also be said to be the largest data-producing media. This study addresses the problem of the extent to which big data generated from E-commerce can affect business and provide benefits for business organizations such as expanding the scope of transactions, supporting decision-making, and others. The research method used in compiling this research is to collect data and information and then conduct processing and analysis of the data. So it is expected from the results of utilization of big data in this E-commerce business that has been processed can provide support especially in making decisions with cluster results that have been obtained for example such as to know the most sales patterns in order to be able to add stock to certain goods and determine promotions based on future sales. The study concluded that based on gift shop sales data, the average item purchased by the store's customers is found in items that are included in cluster group 0 so that the gift shop can increase the stock of items contained in cluster group 0.

Science and technology have experienced quite rapid development. with advances in science and technology that are all sophisticated and modern, computers are a very important means of their role to help humans in overcoming various work problems in companies, agencies or organizations. The purpose of this Job Training Report Writing is to do an analysis of the store d 'store. where currently the processing of buying and selling data is still manual. The method used is the method of data collection consisting of interview or interview methods, library methods, observation methods. And includes methods of analysis and design carried out using the Unified Modeling Language (UML) method. From the analysis and observations made, it can be seen that the recording and making of reports are still inadequate so as to make the decision process slow, the authors intend to design the Point of Sale System with the Unified Modeling Language (UML) method. The data used to process the design includes user data, item data, sales data, purchase data, supplier data, item type data, supplier type data, reports. The conclusion of this study shows that sales at the D’STORE SHOP requires a system that simplifies sales performance, saves time and is easy to run, so that better customer service increases and the data presentation process is more organized and runs well.

AbstractFarmers’ access to reliable information is crucial to improving rural livelihoods, food security, and national economies in West Africa. This paper discusses the dynamics of accessing and using agricultural learning videos from commercial channels, vs project and non-project channels in Benin and Mali. Using combinations of different models to assess the effectiveness of agricultural extension programs, the findings showed that farmers were motivated to pay for videos and watch them by themselves, without facilitation. Farmers who watched the videos through project support have also continued to watch on their own if the videos are of interest to them. Nevertheless, farmers were less motivated in the learning process when they received the Digital Video Disc (DVD) free and without support to watch them. We also found that the distribution of learning videos through commercial channels reaches more serious users and increases farmers’ self-determination for learning, and farmers are more motivated to provide feedback than viewers who receive DVDs for free or via project support, Non-Governmental Organizations (NGOs), or farmer organizations. Although buying a DVD is an individual action, they like to watch the videos in groups. After buying the DVD, about 43% of respondent borrowed DVD players and one person in five bought a DVD player to watch the videos. Efforts to promote improved technologies need to expand beyond the conventional focus on research and extension services. Support to agricultural technology dissemination must go beyond assistance to smallholder farmers and NGOs (practical implication). As the private sector has a role to play, both in making technologies available and in teaching farmers how to use them, their contribution would create space for innovation (theoretical implication). Our findings suggest that successful development intervention programs can be sell audiovisual material to farmers, who will use it proactively.

The rate of development of information and communication technology today is increasingly massive and almost every time gives birth to new. Consumer activity has also shifted to the digital sector, or more massive in the artificial sector than in the real world. This is an era that is influenced by digital-economy, namely posteconomy. With its advantages, space-time freezing and freezing occur or in short space-time efficiency. The output of a human being created as a thinker, which uses his passion through the use of digital literacy in economic lines. One marketplace for buying daily necessities that are often visited by real people is Shopee. For the sake of maintaining the existence in the minds of consumers, Shopee began to aggressively take actions to link consumers or the community, one of them by making a flash sale. Furthermore, through descriptive-explanative qualitative methods with the type of library research; praxis loading and freezing of space-time (dromology) that happened as described by Paul Virilio in digital development, as a responsive substitution of real economic activity into the digital economy. Shopee uses strategic reality, the power of knowledge and the power of movement, even to make the body a commodity repertoire.

This study aimed to make an empirical analysis of the effects that the selection attributes of subscription services have on purchase intentions and continuous use intentions, based on the perceived value of digital platform-based subscription service users as a medium. A survey was conducted among 434 subscription service users in Korea, with content superiority, system quality, and service differentiation defined as key selection attributes based on a literature review. Upon analysis, content superiority and service differentiation were found to have a positive effect on perceived value, which in turn positively affected purchase intentions and continuous use intentions, which is why the hypothesis was consequently adopted. Service differentiation was also found to positively affect purchase intentions and continuous use intentions using perceived value as a medium. In contrast, system quality was found to have no effect on perceived value, nor did it affect purchase intentions or continuous use intentions using perceived value as a medium, which is why the hypothesis was rejected. In conclusion, among factors impacting decision-making or buying behavior among users of recent digital platform-based subscription services, new, unique, and meaningful content superiority was found to have a bigger impact compared to system-related aspects based on technology usability.

Understanding flood probabilities is essential to making sound decisions about flood-risk management. Many people rely on flood probability maps to inform decisions about purchasing flood insurance, buying or selling real-estate, flood-proofing a house, or managing floodplain development. Current flood probability maps typically use flood zones (for example the 1 in 100 or 1 in 500-year flood zones) to communicate flooding probabilities. However, this choice of communication format can miss important details and lead to biased risk assessments. Here we develop, test, and demonstrate the FLOod Probability Interpolation Tool (FLOPIT). FLOPIT interpolates flood probabilities between water surface elevation to produce continuous flood-probability maps. FLOPIT uses water surface elevation inundation maps for at least two return periods and creates Annual Exceedance Probability (AEP) as well as inundation maps for new return levels. Potential advantages of FLOPIT include being open-source, relatively easy to implement, capable of creating inundation maps from agencies other than FEMA, and applicable to locations where FEMA published flood inundation maps but not flood probability. Using publicly available data from the Federal Emergency Management Agency (FEMA) flood risk databases as well as state and national datasets, we produce continuous flood-probability maps at three example locations in the United States: Houston (TX), Muncy (PA), and Selinsgrove (PA). We find that the discrete flood zones generally communicate substantially lower flood probabilities than the continuous estimates.

Micro, Small and Medium Enterprises (MSMEs) are industrial sectors that are very important to sustain the economy of Jepara Regency. There are 18,695 Small and Medium Enterprises (SMEs) in Jepara Regency in 2016, including wood carving, troso weaving, chopper brass (monel) jewelry, sculpture, rattan crafts, calligraphy, and reliefs. The number of SMEs in Jepara makes buyers or tourists have many choices in buying products of varying quality and competitive prices. In addition, sometimes they are also confused in finding the location of SMEs. Therefore, this application is made to solve these problems by making an application that provides location-based information center industrial services. This application is expected to facilitate tourists in finding the location of the industry to be addressed. Geolocation technology is used to identify real-world geographic locations that can be applied to the Android operating system. So this application provides store description services, product photos, and maps. SMEs are presented in the application in the map using the k-mean algorithm. The parameters used are the type of industry, number of employees, turnover per year, tools used. For the clustering have 3 categories, there are namely small, medium and large. The advantages of this algorithm can group data according to the similarity of data used in one group and minimize the same data between groups and cannot process data that is a missing value.

Micro, Small and Medium Enterprises (MSMEs) are industrial sectors that are very important to sustain the economy of Jepara Regency. There are 18,695 Small and Medium Enterprises (SMEs) in Jepara Regency in 2016, including wood carving, troso weaving, chopper brass (monel) jewelry, sculpture, rattan crafts, calligraphy, and reliefs. The number of SMEs in Jepara makes buyers or tourists have many choices in buying products of varying quality and competitive prices. In addition, sometimes they are also confused in finding the location of SMEs. Therefore, this application is made to solve these problems by making an application that provides location-based information center industrial services. This application is expected to facilitate tourists in finding the location of the industry to be addressed. Geolocation technology is used to identify real-world geographic locations that can be applied to the Android operating system. So this application provides store description services, product photos, and maps. SMEs are presented in the application in the map using the k-mean algorithm. The parameters used are the type of industry, number of employees, turnover per year, tools used. For the clustering have 3 categories, there are namely small, medium and large. The advantages of this algorithm can group data according to the similarity of data used in one group and minimize the same data between groups and cannot process data that is a missing value.

In the present world, smartphones play an important role in the daily life of people. Technological advancement has made smartphones as devices where mobile users can make money transactions or payment by using applications installed on the smartphone. It’s no secret that people today are digital natives. In this technology-driven society, paying for a cappuccino using a pay-and-go method or buying a sweatshirt with a one-click model, has become the norm. Backing away from cash, they drive innovation in the digital payments industry. That’s the reason digital-driven payments become one of the trends ripe in this digital push era.The research is an attempt at analyzing the impact of demographic factors on consumer selection of the mode of payment along with an understanding of what people think about the idea of paying online and up to what extent they find it more convenient. It is also about knowing factors that affect the consumer’s decision to adopt mobile wallets and various risks and challenges faced by the users of the mobile wallet. An extensive literature review is also done and a lot of information is collected from different sources. In this research, the primary data is collected from the people of the National Capital Region. For this research, the convenience sampling method and snowball sampling method of non-probability sampling is used. The tool used for the collection of data and making of questionnaires is google forms and data is collected from 215 respondents. For tabulation and analysis of data, analytical tools like Microsoft Excel and SPSS is used.

In this study, we aim to develop an inexpensive site-specific irrigation advisory service for resolving disadvantages related to using immobile soil moisture sensors and to the differences in irrigation needs of different tea plantations affected by variabilities in cultivars, plant ages, soil heterogeneity, and management practices. In the paper, we present methodologies to retrieve two biophysical variables, surface soil water content and canopy water content of tea trees from Sentinel-2 (S2) (European Space Agency, Paris, France) images and consider their association with crop water availability status to be used for making decisions to send an alert level. Precipitation records are used as auxiliary information to assist in determining or modifying the alert level. Once the site-specific alert level for each target plantation is determined, it is sent to the corresponding farmer through text messaging. All the processes that make up the service, from downloading an S2 image from the web to alert level text messaging, are automated and can be completed before 7:30 a.m. the next day after an S2 image was taken. Therefore, the service is operated cyclically, and corresponds to the five-day revisit period of S2, but one day behind the S2 image acquisition date. However, it should be noted that the amount of irrigation water required for each site-specific plantation has not yet been estimated because of the complexities involved. Instead, a single irrigation rate (300 t ha−1) per irrigation event is recommended. The service is now available to over 20 tea plantations in the Mingjian Township, the largest tea producing region in Taiwan, free of charge since September 2020. This operational application is expected to save expenditures on buying irrigation water and induce deeper root systems by decreasing the frequency of insufficient irrigation commonly employed by local farmers.

Purpose The shopper journey can cross a number of channels leading up to the point of a possible purchase, which may be unseen by the retailer or brand for the targeted purchase. The purpose of this paper is to gain a greater understanding of the decision making and purchase intention activity for online Millennial shoppers in deciding what fashion garments to buy in the digital retail environment. The paper also investigates the use of technology and social media involvement in the shopper journey leading up to the point of purchase. Design/methodology/approach In line with other studies that investigated online shopper behaviour (Balabanis and Reynolds, 2001; Pavlou et al., 2007), the authors have undertaken an exploratory investigation using an online survey conducted with respondents sourced through using Survey Monkey Audience. The survey was conducted with over 580 respondents (49.7 per cent female and 50.3 per cent male) between 16 and 34 years old living in England. Findings The findings highlight a picture of shoppers going on very different shopper journeys with different lengths, influenced by different touch points and using different media and devices. Each customer has their own individual experience and expectation. They can move through extremely diverse, long and complicated journeys in the buying process before they purchase a product. Most striking is their willingness to reach out and be influenced by other people beyond the control of any retailer – using platforms that are not necessarily specifically related with any retailer. Shoppers can undertake numerous activities before they make their final purchase decision, seeking content from different retailers, asking for social validation of their decision from their social networks both online and offline which is often out of sight of the retailer or brand. Practical implications The findings show how retailers and brands can understand the shopper decision journey and their behaviours across all the devices and channels that are used. Moreover, for some or part of the digital journey the shopper can often be unseen by the retailer or brand. Originality/value Consumers actively seek out novelty, knowledge and inspiration but shoppers employ a variety of interactions over a much greater period of time to arrive at the moment of purchase. This research provides an insight into the range of complex views and positions held by each individual to get a much more complete picture of where shoppers are looking to buy and what are their interests.

PurposeThe purpose of this paper is to propose customer behavior analysis based on real-time data processing and association rule for digital signage-based online store (DSOS). The real-time data processing based on big data technology (such as NoSQL MongoDB and Apache Kafka) is utilized to handle the vast amount of customer behavior data.Design/methodology/approachIn order to extract customer behavior patterns, customers’ browsing history and transactional data from digital signage (DS) could be used as the input for decision making. First, the authors developed a DSOS and installed it in different locations, so that customers could have the experience of browsing and buying a product. Second, the real-time data processing system gathered customers’ browsing history and transaction data as it occurred. In addition, the authors utilized the association rule to extract useful information from customer behavior, so it may be used by the managers to efficiently enhance the service quality.FindingsFirst, as the number of customers and DS increases, the proposed system was capable of processing a gigantic amount of input data conveniently. Second, the data set showed that as the number of visit and shopping duration increases, the chance of products being purchased also increased. Third, by combining purchasing and browsing data from customers, the association rules from the frequent transaction pattern were achieved. Thus, the products will have a high possibility to be purchased if they are used as recommendations.Research limitations/implicationsThis research empirically supports the theory of association rule that frequent patterns, correlations or causal relationship found in various kinds of databases. The scope of the present study is limited to DSOS, although the findings can be interpreted and generalized in a global business scenario.Practical implicationsThe proposed system is expected to help management in taking decisions such as improving the layout of the DS and providing better product suggestions to the customer.Social implicationsThe proposed system may be utilized to promote green products to the customer, having a positive impact on sustainability.Originality/valueThe key novelty of the present study lies in system development based on big data technology to handle the enormous amounts of data as well as analyzing the customer behavior in real time in the DSOS. The real-time data processing based on big data technology (such as NoSQL MongoDB and Apache Kafka) is used to handle the vast amount of customer behavior data. In addition, the present study proposed association rule to extract useful information from customer behavior. These results can be used for promotion as well as relevant product recommendations to DSOS customers. Besides in today’s changing retail environment, analyzing the customer behavior in real time in DSOS helps to attract and retain customers more efficiently and effectively, and retailers can get a competitive advantage over their competitors.

At present the activity of buying and selling/trading has been developing rapidly for decades. The growth of new malls spread throughout Jakarta. Making Jakarta the city with the largest and most shopping center in the world, with more than 173 malls. Coupled with the help of technology, an online shop platform has emerged that makes it easy for visitors to shop without having to come to the store. With the help of electronic media tools such as tablets or Smartphones. Nowadays, malls are not only a place to shop but also a place for recreation, socializing, or just for a walk alone. The progress of technology and human culture is changing. It's one of the factors that influence the impact of the decline in visitors at the old shopping center, every year such as a Pasar Baru shopping center. Re-Imagine Pasar Baru is a project that aims as a motor/propeller for Pasar Baru Community. Inviting the local people and Shop Owners to take part in making a change. Through a new program that strengthens unity and diversity to bring the conciseness cooperation (Gotong-royong) attitude that has been lost with the development of the times. Creating a place where people can socialize and interact, get closer, get to know each other, and also as a means of recreation for residents, visitors, shop owners, and also this project hopes to bring the Pasar Baru shopping area to life. Through the Urban Acupuncture method by analyzing the needs, potentials, deficiencies, demographics, ecology, etc. that characterize the Pasar Baru area. Where it can present a new program, and produce small-scale changes, but social catalytic intervention into the urban spatial structure. In physical and social-culture in Pasar Baru. Keywords: Community; Gotong Royong; Pasar Baru; Recreation; Urban Acupuncture AbstrakSaat ini aktivitas Jual-beli/perdagangan sudah berkembang pesat selama beberapa dekade. Tumbuhnya mall-mall baru tersebar di seluruh Jakarta. Menjadikan Jakarta sebagai kota dengan pusat perbelanjaan terbanyak dan terbesar di dunia, dengan lebih dari 173 mall. Ditambah dengan bantuan teknologi, platform online shop memudahkan pengunjung untuk berbelanja tanpa perlu datang ke toko. Dengan bantuan alat media elektronik seperti tablet atau Smartphones. Saat ini, mall bukan hanya menjadi tempat untuk berbelanja melainkan menjadi tempat rekreasi, bersosialisasi, atau hanya sekedar untuk jalan-jalan semata. Kemajuan teknologi serta budaya manusia yang berubah, merupakan salah satu faktor yang berpengaruh terhadap dampak penurunan pengunjung di pusat perbelanjaan lama setiap tahunnya, seperti pusat perbelanjaan Pasar Baru. Re-Imagine Pasar Baru Merupakan proyek yang bertujuan sebagai motor / pengerak daerah Pasar Baru. Mengajak masyarakat dan para pedagang untuk ikut andil dalam melakukan suatu perubahan. Lewat program yang mempererat kesatuan dan persatuan guna memunculkan sikap gotong royong yang sudah hilang seiring berkembangnya zaman. Menciptakan tempat dimana warga dapat bersosialisasi dan berinteraksi, mendekatkan, saling mengenal satu sama lain dan juga sebagai sarana rekreasi warga lokal, dan proyek ini berharap dapat menghidupkan kawasan perbelanjaan Pasar Baru. Lewat metode Urban Acupunture yaitu dengan menganalisis kebutuhan, potensi, kekurangan, demografi, ekologi yang menjadi ciri khas dari kawasan Pasar Baru. Dimana dapat menghadirkan suatu program baru, dan menghasilkan perubahan skala kecil, tetapi intervensi katalitik sosial ke dalam tatanan ruang kota. Bukan hanya sekedar bentuk fisik, tetapi juga berdampak pada sosial dan budaya Kawasan Pasar Baru sendiri.

Innovar es concretar las ideas en servicios, productos y/o procesos nuevos o mejorados que el mercado valora y adquiere. En este sentido, resulta fundamental para las organizaciones (y por ende para los países) el desarrollar una adecuada gestión de la innovación tecnológica dentro de la cual, es menester identificar qué tecnologías resultarán no solo necesarias, sino además, deseables para los mercados a los que se quiere dirigir. Es en este contexto que surge la necesidad decontar con una herramienta confiable, valida y sencilla, que permita visualizar uno de los factores que le otorgan valor de compra a un objeto en particular, es decir, su posibilidad de ser vista como un símbolo de poder por el mercado al que está dirigido. El instrumento que se utilizará está integrado por 10 ítems desarrollados utilizando Thurstone y será aplicado en el Estado de Querétaro (México) a un sector de población de 18 a 40 años. Con base en ello el objetivo del presente trabajo de investigación es responder la pregunta ¿El identificar si un producto es visto como un símbolo de poder coadyuvará en la toma de decisiones para la gestión de la innovación tecnológica del mismo? PALABRAS CLAVEGestión, innovación, tecnológica, símbolos, poder, ABSTRACTInnovation is narrow ideas in services, products and / or new or improved processes that acquire and market values. In this regard , it is critical for organizations (and therefore for countries) to develop appropriate management of technological innovation within which it is necessary to identify which technologies will become not only necessary but also desirable for the markets that you want to send . It is in this context that the need for a reliable, valid and simple tool that allows visualizingone of the factors that give value for buying a particular object, its ability to be seen as a symbol of power for the market to which it is addressed. The instrument used is composed of 10 items using Thurstone developed and will be implemented in the State of Querétaro (Mexico) a sector of the population 18 to 40 years. Based on this, the objective of this research is to answer the question: Identifying whether aproduct is seen as a symbol of power to help decision making for the management of technological innovation of the same?KEYWORDSManagement, innovation, technology, symbols, power.

The development of technology today is very helpful to human needs in daily life, but if not, then it is expected that negative things can be used. Gadgets or smartphones are now items that are no longer for school-age children, for them gadgets or smartphones are playing tools on the sidelines of the time needed to recompile after school. This is one of the factors of today's children who are less mobile, making their level of agility low. Based on the above questions, the researchers tried to put a solution to the yaiyu by implementing the traditional englolibaba biscuit game to improve the agility of children of primary schoolNegeri 3 Banda Aceh. The purpose of this research is to study the traditional English game of biscuits to improve the agility of elementary school children 3 Banda Aceh. The method used in this research is quantitative descriptive. The sample in this study changed 20 fourth grade children of primary schoolNegeri 3 Banda Aceh. This is proven based on the significant level taken ie 5% or 0.05. Then if the value of sig. (2-tailed) <0.05, then the stated results are significantly different between the pre test and post test results. However, the value of sig. (2-tailed)> 0.05, then the stated results differ significantly between pre test and post test results. Based on the data obtained Obtained sig. (2-tailed), that is 0.00 <0.05. Then it can be concluded that it is the result of buying children after being given the traditional Alibabaengland biscuit game. Abstrak Perkembangan teknologi saat ini sangat membantu keperluan manusia dalam kehidupan sehari-hari, namun apabila tidak dimanfaatkan sebagaimana fungsinya akan mengakibatkan hal yang negatif. Gadget ataupun smartphone saat ini menjadi barang yang tidak asing lagi bagi anak-anak usia sekolah dasar, bagi mereka gadget ataupun smartphone merupakan alat bermain disela-sela waktu ulang ketika sepulang sekolah. Hal ini merupakan salah satu faktor anak zaman sekarang kurang melakukan gerak, sehingga membuat tingkat kelincahan mereka rendah. Berdasarkan permasalahan di atas, maka peneliti mencoba untuk member solusi yaitu dengan menerapkan permainan tradisional englolibaba biscuit untuk meningkatkan kelincahan anak sekolah dasarNegeri 3 Banda Aceh. Adapun tujuan penelitian ini yaitu untuk mengetahui permainan tradisional englolibaba biskuit dapat meningkatkan kelincahan anak sekolah dasar negeri 3 Banda Aceh. Metode yang digunakan dalam penelitian ini yaitu deskriptif kuantitatif. Sampel dalam penelitian ini berjumlah 20 anak kelas IV sekolah dasarNegeri 3 Banda Aceh.Berdasarkan hasil penelitian menunjukkan bahwa terjadi peningkatan kelincahan pada anak kelas IV sekolah dasar Negeri 3 Banda Aceh setelah diberikan tindakan permainan tradisional englolibaba biskuit. Hal ini terbukti berdasarkan dengan taraf signifikan yang diambil yaitu 5% atau 0,05. Maka jika nilai sig.(2-tailed)<0,05, maka hasil dinyatakan terdapat perbedaan yang signifikan antara hasil pre test dan post test. Namun apabila nilai sig.(2-tailed)>0,05, maka hasil dinyatakan tidak terdapat perbedaan yang signifikan antara hasil pretest dan post test. Berdasarkan dari hasil data yang sudah diperoleh diketahui bahwa nilai sig.(2-tailed) yaitu 0,00<0,05. Maka dapat di simpulkan bahwa terdapat peningkatan hasil kelincahanpada anak setelah diberikan permainan tradisional englolibaba biskuit. Kata kunci: Permainan Tradisional, Englolibaba Biskuit, Kelincahan

Purpose The purpose of this paper is to investigate the behavioral tendencies of supply managers when they are faced with uncertainty in making multi-tier sourcing decisions. Design/methodology/approach This paper uses the literature on multi-tier supply chains and behavioral decision making to develop a theoretical framework for examining factors influencing a supply manager’s decision to retain control over sourcing in the multi-tier context. An experimental vignette methodology is used to gather data from 259 supply managers. Findings Results suggest that supply managers choose to exert less multi-tier control when they have high levels of interpersonal trust in the tier-1 supplier’s sales representative. This effect is accentuated by a high level of familiarity with potential lower-tier suppliers. Under high levels of familiarity with potential lower-tier suppliers, supply managers will exert greater levels of multi-tier sourcing control as the behavioral uncertainty of the tier-1 supplier increases. Practical implications Buying firms can enhance their understanding of supply managers’ multi-tier sourcing decision making and the potential biases associated with it. Suggestions for a more effective use of multi-tier sourcing are provided in the Discussion section. Originality/value Multi-tier sourcing is an increasingly important area of research, and this paper is the first to examine individual supply managers’ behavioral decision making in the multi-tier context. This paper also contributes to the outsourcing literature by investigating behavioral factors influencing the outsourcing of sourcing activities.

This paper aims to investigate the impact of Corporate Social Responsibility (CSR) of Fast Moving Consumer Goods (FMCG) companies on consumer buying behavior in the Ukrainian market. The qualitative data for this study were collected with the help of semi-structured interviews conducted with a total of 10 respondents, including 5 Ukrainian consumers (with different levels of responsible consumption adoption) and 5 CSR experts from FMCG companies located in Ukraine (both local and global; with CSR adoption level varying from low to well-developed). The data obtained for this study revealed that the level of consumer awareness about CSR in Ukraine is still low. However, the level of awareness and the actual consumption of responsible products are constantly growing. The results also show that Ukrainian consumers who already have some level of awareness about CSR perceive CSR communication as more credible when it does not originate from the company directly or is endorsed by a third party. At the same time, interviewed experts stated that to raise awareness among the wider population, FMCG companies have to communicate their CSR achievements directly and massively. Ukrainian consumers are mostly impacted by the product-related CSR type, such as bio-ingredients and sustainable packaging. Price premium for responsible products is the key factor that causes the “intention-behavior gap” in Ukraine.Practitioners from the FMCG industry in Ukraine may use the information provided by this study to shape their CSR strategies, which will allow them to cater to societal demands and, as a result, impact consumer buying behavior.

Purpose – Interest in investigating key supplier relationships from both academic and corporate spheres has increased in recent years. However, it is difficult to develop a sustainable and effective model for evaluating key supplier relationships because the information available in the practical environment is often uncertain and asymmetric. The purpose of this paper is to identify critical factors concerning key suppliers selection derive from resource-based view and construct a hierarchical evaluation framework which has elements of implied change or transformation of the firm’s resources for operation strategies when evaluating key suppliers relationships. Moreover, the authors propose a fuzzy preference relations (FPR) model, with a hierarchical evaluation framework, to address the imprecise and inconsistent information used by managers to evaluate key supplier relationships and further to select appropriate suppliers. Design/methodology/approach – The FPR model based on the consistent FPR methodology not only provides an efficient and systematic evaluation for key supplier relationships by using the performance and evaluation scores of each key supplier, but also solves problems arising from the conventional multi-criteria analysis approach. This methodology is faster to execute and enhance the consistency and accuracy with regard to the decision makers’ judgments. To illustrate how the model is created and assessed, the authors use the TFT-LCD TV panel manufacturing industry as an empirical subject. Findings – The FPR model holds promise for assisting TFT-LCD TV manufacturers in evaluating key supplier relationships with TFT-LCD TV panel suppliers. The findings indicate that first, “the supplier’s product quality” is the most important factor when evaluating key supplier relationships, followed by “selling price set by the supplier” and “specialized supplier development capability”; second, after the 1980s, all suppliers had similar delivery capabilities with only small differences in delivery times, such that the relative importance of “time required for shipments” has become less significant, and customer awareness of the “customer assistance and service” factor has been heightened; third, the provision of excellent product quality and attractive low prices by suppliers requires technical capability, therefore, from the perspectives of industry experts, “specialized supplier development capability” is far more important than “time required for shipments”; and fourth, TFT-LCD TV manufacturers need to focus on their product quality performance continually, and concentrate on applying process technology strategy as well as product and service development strategy to build up “difficult to imitate resources” for competitive advantages. Originality/value – The main contribution is to provide managers with an efficient and systematic model that can evaluate the performance of key supplier relationships in terms of critical factors derived from resource-based theories. By focussing on employing the proposed model with successful management for key supplier relationships, the authors hope to help buying companies improve the benefits of supplier relationships. Because of the uncertainties and complexities of real strategy making in TFT-LCD TV panel industry, the authors offer a model that implicitly assume that managers can have influences over the strategic direction of their organization.

Purpose A method is proposed for handling multi-attribute judgment problems with a large number of attributes such as mobile phone features. To minimize the complication of multi-attributes and reduce the consumers’ choice task burden, this paper aims to suggest an integrated hierarchical survey design (IHSD) with the Kano model. The author compared the utility of mobile phone’s attributes for each market and for customer segment by analyzing empirical data on wear obtained from six Middle East and African countries, five Asia-Pacific countries and three European countries. Based on an IHSD of 10,200 respondents, brand, camera, memory and LTE (4G) play vital roles in all regions. In contrast, Wi-Fi, file-editor, MMS, LCD size and phone type are displayed as the least important attributes. The results of this study were successfully implemented for product planning, product development and marketing strategy in terms of price setting, features prioritizing and optimal designing for new products in the mobile phone company. Design/methodology/approach The first step was to list all possible features with the product planning team, product development team and market research specialists. The second step divided the selected features for designing a mobile phone into subgroups based on their functional characteristics by using the Kano model. The method for classifying features was determined using Kano questionnaire. The third step incorporated a fractional factorial design for the “must-be” choice-based conjoint (CBC) (Oppewal et al., 1994) which includes two factors: whether customers required the “one-dimensional” feature or the “attractive” feature, along with the “must-be” attributes. The consumers who selected the “must-be” features could choose both the “one-dimensional” feature and the “attractive” feature groups or one of the two feature groups in no particular order. Fractional factorial design was applied to both the “one-dimensional” features and the “attractive” features for individual CBCs. Random sequences of the combinations of attribute levels were generated for each of the three types of CBC analyses (“must-be”, “one-dimensional” and “attractive”). At the same time, the fourth step conducted a survey of the individual groups for the conjoint analysis on the functional characteristics of a mobile phone. The analysis of the accumulated data obtained from all the feature groups was completed using conditional logit models as part of the fifth step. In addition, the “must-be” CBC design was linked with the “one-dimensional” and “attractive” CBC designs. The sixth step was to analyze the accumulated results obtained from all the feature groups and estimate the usefulness of each feature’s level in the context of the CBC. Based on the results of the sixth step, the importance and willingness-to-pay of each attribute were estimated in the seventh step. Findings Use of the conjoint important score is aimed to expand the market by finding the different consumers’ needs across the regions. In detail, attributes such as “FM Transmitter”, “Touch screen” and “Health (heart rate)” are considered consumers’ new crucial needs in Europe, which would enable the product to superiorly differentiate itself from others to dominate the current market. On the other hand, it is shown that attributes such as “brand”, “mobile TV”, “external memory”, “mobile tracker” and “4G” are more important in Asia-Pacific. Therefore, if mobile manufacturers develop this sector more, it will grant mobile manufacturers the opportunity to lead the market. The only difference of the Middle East and African consumers is that “NFC” has a higher importance while the rest of the needs are very similar to those of Asia-Pacific. Regarding willingness-to-pay (WTP) among countries, the highest scoring utility, besides brand, appeared to be associated with the camera function in all countries. Especially, relatively low utility value was given in Wi-Fi and File-editer, MMS, LCD size and Phone type. In a value-based approach, the price of a product is based on the perceived valuation by the target customers. The research in the field of pricing is of ample importance. This is because price is the only element of the marketing mix that generates income. All other elements, such as advertising and promotion, product development, selling effort, distribution and packaging, involve expenditures (Monroe, 2003). Regarding among regions, the needs for 3G and the internet-related feature (WAP, Wi-Fi, etc.) in the emerging market are low compared to those for 4G and internet-related feature in the mature market. Also, the needs for productivity and advanced features, such as camera and e-mail, are lower in Asia-Pacific than in Europe. It is therefore recommended that manufactures and marketers of mobile phones should consider producing and selling phones with modern technology features that are more durable and of highly quality. Research limitations/implications The integrated hierarchical survey by function with the Kano model proves to be a highly useful, efficient and accurate methodology for understanding a consumer mobile phone behavior. Although the proposed method was applied to designs of mobile phones in the emerging and mature markets, its accuracy was not compared with the traditionally used methods such as CBC, adaptive conjoint analysis and hybrid method. This is left for further areas of research. Practical implications The results of this research study correspond with previous studies conducted (Pakola et al., 2010; Das, 2012; Malaasi, 2012, 2008; Dziwornu, 2013), which consider the features of mobile phone as a crucial factor in consumer buying decision in all countries. It is significant that this study made huge impact on mobile phone manufacturers in several ways. It has been converted into product development with consumer-oriented approach. The pricing policy has been changed from cost-based pricing into value-based pricing; and marketing strategy has been changed from an unsystematic function into a systematic and consistent one. Originality/value The proposed method with the Kano model proved to be a practical and efficient tool for decision-making, as it helped mobile manufacturers to better understand how customers evaluate and perceive quality attributes. The Kano model was used to explain how the quality attributes can be classified into mainly three categories of perceived quality: “must-be”, “one-dimensional” and “attractive”. It has lots of benefits in terms of cost and time reduction and is expected to bring a great effect into the industrial field.

It is a great pleasure and at the same time a challenge to introduce a new journal into the global community, especially when the objective is to publish high quality impactful manuscripts or papers. Although, accounting and finance studies constituted a primary focus for most of the scholars because of our understanding of their values. However, only a few of us spend much time to explore emerging areas. Notwithstanding the challenges, this journal seeks to provide readers throughout the world with technology backed quality peer reviewed scholarly articles on a broad range of established and emergent areas to accounting and finance in particular, and business, economics and social sciences in general. A one on one discussions with distinguished scholars attests to the fact that there is a dire necessity for such a journal in the Indian-Pacific axis. In order to create a niche for IPJAF as the most authoritative journal on accounting and finance, a team of highly valuable or distinguished scholars has agreed to serve on the editorial board. I am privileged and opportune to have Associate Editor-in-Chief, Aidi Ahmi (Universiti Utara Malaysia), and Associate Editors: Muhammad Ali Abdul Hamid (University of Sharjah, UAE), Bamidele Adepoju (Bayero University), Abayomi Ambali Alaka (Institute of Chartered Accountants of Nigeria), and Dorcas Adebola Babatunde (Afe Babalola University of Ado-Ekiti). Our editorial board members are scholars from several countries worldwide that are actively engaged in academic and professional committees, supervising doctoral thesis and doctoral teaching level courses. The Editorial Board is supported by a group of competent and experienced international review panel members from different continents of the world. With this synergy, the journal brings a significant representation of the field of accounting and finance both in established and developing areas. Our existence is anchored on the service and dedication of IPJAF editorial board and the editorial team. This inaugural volume consists of five manuscripts. Shitu and Popoola’s article, An investigation of Socially Sustainable Behaviour of Local Players in the Supply Chain of Shea Butter: A Role Theory Perspective, explores the roles, practices, and behaviour of local supply chain stakeholders (women entrepreneurs) in Shea nut picking and Shea butter processing in Rural Borgu, Nigeria. Also, the research examines the local buying agents (LBA) who serve as the middlemen between the rural women and the exporters of Shea butter. The findings indicate that the present active engagement and practices of these local stakeholders do not align with the principles of the sustainable supply chain. The paper exposes factors such as gender disparity, weak access to financial support, and information asymmetry as major contributors to the present roles, practices, and behaviour of the local actors. Lina and Jingga's article, Factors influencing Tax Avoidance activity: An empirical study from Indonesia Stock Exchange, examines the influence of the firm characteristics to tax avoidance activity in the listed companies in Indonesia. The paper adopts the proxies of firm size, leverage, capital intensity, inventory intensity as the business characteristics and return on asset and market-to-book ratio as control variables. The result of this research reveals that leverage has a positive influence towards tax avoidance activity, while the rest variables have no influence towards tax avoidance activity. Adedeji, Popoola and Ong Tse San's article, National Culture and Sustainability Disclosure Practices: A Literature Review, investigates the extent to which national culture is an explanatory variable for firm’s disclosure choices for sustainable development in the advanced, emerging and developing nations of the world, especially that entities interact in globally knowledge-based economies. The paper identifies that not much work had been done in the area of traits and characteristics in specific national cultural environments and their effects on sustainability disclosures, in particular, social and environmental disclosures. The paper concludes with the recognition of the need to gear up researchers and policy making bodies to encourage advancement of studies on the intellectual capital concept and resource-based value theory to enhance sustainability development globally. Imelda and Alodia's article, The analysis of Altman Model and Ohlson Model in Predicting Financial Distress of Manufacturing companies in the Indonesia Stock Exchange, examines the accuracy of the Altman Model and the Ohlson Model in Bankruptcy Prediction. The results of the paper show that the Ohlson Model and the Logit Analysis are more accurate than the Altman Model and the Multiple Discriminant Analysis in predicting bankruptcy of manufacturing firms in the Indonesian Stock Exchange (BEI) in 2010-2014. The paper reveals benchmark for consideration in determining the financial distress of a company such as the ratio of retained earnings to total assets, earnings before interest and taxes to total assets, market value of equity to total liabilities, sales to total assets, debt ratio, and return on assets, working capital to total assets and net income. Arowolo and Ahmad's article, Quality-differentiated Auditors, Block-holders and Monitoring Mechanisms, seeks to investigate how monitoring mechanisms influence the block-holders in 111 Nigerian non-financial listed companies to resolve the problem of business failures as a result of information asymmetry existing in the relationship of the managements with the shareholders. The study also investigates the mediating effect of the quality-differentiated auditors on the relationship between block-holders and monitoring mechanisms. The findings indicate that the block-holders significantly influence monitoring mechanisms. Also, the results reveal that quality-differentiated auditors positively affect monitoring mechanisms and that it significantly explains the relationship between block-holders and monitoring mechanisms. It is my conviction that in the coming year, the vision of IPJAF to publish high quality manuscripts in the established and emergent areas of accounting and finance from academic and professional researchers will be attained, maintained and appreciated. As you read throughout this inaugural volume of IPJAF, I would like to remind you that the success of our journal depends on your active participation and those of your colleagues and friends through submission of high quality articles for review and publication. I assure our prospective authors, regardless of the acceptance of your manuscripts or not, to enjoy the benefits IPJAF provides about mentoring nature of our review process, which provides high quality, helpful reviews tailored to assist authors in improving their manuscripts. I acknowledge your support as we strive to make IPJAF the most authoritative journal on accounting and finance for the community of academic, professional, industry, society and government. Oluwatoyin Muse Johnson PopoolaEditor-in-Chiefpopoola@omjpalpha.com

Artificial Intelligence (AI) technology has advanced impressively since inventors began tampering with its potential. Many believe that the next great use for AI technology will be in the field of financial market speculation. Technology can be used either to make our lives better or make money. The stock exchange market is the most volatile and most dynamic of all. Special care has to be exercised in buying and selling of stocks from different companies or businesses. The probability of losing the stocks and acquiring benefits through the stocks are fifty-fifty. Volatility of the stock market jumbles up a trader’s nervous system making it difficult to understand or thin rationally. Artificial Intelligence is supposed to be a predictive model that looks at more than technical patterns of trading. It has the ability to identify financial features of companies (e.g. price to earnings ratio, long term (business loans) that will make money in the long run. This requires capabilities from different areas of study and massive computational power which is why it is only prevalent in recent years. This paper tries to attempt of coming up with a basis and prediction using Artificial Intelligence in identifying trading pattern relations which appropriately inter relates with High Frequency Stock Trading based on pre-set criteria

Impulse buying behavior is a sudden spontaneous urge of the consumer to make unplanned purchase after seeing the product in the retail outlet. Such type of behavior involves purchasing without much thinking. A number of studies have been conducted in the past regarding consumer decision making. This study has its base in the form of tech savvy consumers. Impulse purchase behavior for tech savvy consumers has not been studied much in the past; neither any scale has been developed specifically for such kind of behavior. Numerous technological products are entering the markets now days in our Indian market. Talking about the smart phones or the automobiles etc. loaded with a plethora of latest technological features and also the information technology featured services like net banking, internet of things etc. are also the primary choice and these technical features attract the consumers in the products. This research will open insights about the impulse purchasing behavior of tech savvy consumers and there are some other personality traits also. Using the technique of K means clustering analysis has been done.

In the buying decision process, online reviews become an important source of information. They become the basis of evaluating alternatives before making purchase decision. This paper proposes a methodology to reveal one of the hidden alternative evaluation processes by identifying the relation between the observable online customer reviews and sales rank. This methodology applies a combined approach of word embedding (word2vec) and X-means clustering, which produces product-feature words. It is followed by identifying sentiment words and their intensity, determining connection of words from dependency tree, and finally relating variables from the reviews to the sales rank of a product by a regression model. The methodology is applied to two data sets of wearable technology and laptop products. As implied by the high predicted R-squared values, the models are generalizable into new data sets. Among the interesting findings are the statements of problems or issues of a product are related to better sales rank, and many product features that are mentioned in the review title are significantly related to sales rank. For product designers, the significant variables in the regression models suggest the possible product features to be improved.

Wireless Sensor Network (WSN) is the latest technology which provides the best and cheaper solution for a broad range of computer programs from healthcare to agriculture to (related to surrounding conditions or the health of the Earth) and military operations. India is basically a country with (good) enough valuable things from nature and focussed on farming adding/giving to its (process of people making, selling, and buying things) and (the social level people are at based on how much money they have). In the farming-based (surrounding conditions) watching/supervising area, WSN plays a big part because of its (producing a lot for a given amount of money) and comfortable use/military service of WSN. WSN is in need to (make something as small as possible/treat something important as unimportant) the energy use through (not operating or working now, but able to), transmission, etc. It needs/demands added/more energy (producing a lot with very little waste) way of doing things with data (quality of being very close to the truth or true number) leads to long life for watching/supervising farm-related field. A powerful tool that can create huge and (many different kinds of people or things) data including farming-based datasets is Association Rule Mining (ARM). A topic that is of attention in data mining of late is ranking of association rules. This work deals with farming-based sensor network which measures temperature, soil moisture, humidity and ARM based on ranking.

The fashion industry has developed in many fields and its growth is making an enormous promote in article of clothing company and e-commerce entity. The difficult task for IT industry in this field is designing the predictive system of data mining to model this. E-commerce uses electronic communication as well as information technology in many transactions for creating, transforming or for redefining the relationships between individuals and organizations. It simply means buying of products, services and information and selling them through computer network. It is totally changing the traditional approach of business. The main change in business is noticeable growth and it has many significant effects on environment as well. This is the reason why it is so preferred in business nowadays. The important part of the proposed system is to rate the fashionable outfit individual and it is considers appearances as well as meta-data. Our approach has first implemented a system of encoding visual characteristics with the help of deep convolution network for complicated contents because it is not possible to list or to label every attribute of a image. Secondly, we proposed a multi-model deep learning framework for rich contexts of fashion outfit. We propose a system which will recommend with review comments and which product should purchase and the system will display a rating of the product.

Developed countries in general are the countries that have many entrepreneurs because they can create jobs, reduce unemployment and contribute to state revenue. Technological development has a correlation with lifestyle and behavior. The internet is not only used to access information, but is also used for business facilities and buying and selling transactions. Currently conventional marketing is less than optimal. Therefore, entrepreneurs are directed to utilize information technology or commonly called commercial electronics as a medium of promotion and sale. This has become a huge opportunity for students or alumni of computer science such as STMIK Kaputama students and alumni. Small and Medium Enterprises (SMEs) in many regions are successful in terms of production, but they have problems in terms of marketing and sales. This has the potential to be developed by young, new and creative entrepreneurs by involving students and alumni to synergize with SMEs and entrepreneurs to deal with online marketing and sales issues, so that market and sales are increasing. The solution provided is making entrepreneurship training by providing various life skills and adding insight into entrepreneurship, e-commerce training, graphic design training, mentoring and supervision. Thus, students and alumni are generally interested in entrepreneurship, and are more easily trained to become entrepreneurs because in lectures they already have basic knowledge of entrepreneurship and computer science and help the government to create jobs and reduce unemployment.Keywords: Increasing entrepreneurship, increasing sales of SMEs, online entrepreneurship, e-commerce

Introduction The social roles of alcohol consumption are rich and varied, with different types of alcoholic beverages reflecting important symbolic and cultural meanings. Sparkling wine is especially notable for its association with secular and sacred celebrations. Indeed, sparkling wine is rarely drunk as a matter of routine; bottles of such wine signal special occasions, heightened by the formality and excitement associated with opening the bottle and controlling (or not!) the resultant fizz (Faith). Originating in England and France in the late 1600s, sparkling wine marked a dramatic shift in winemaking techniques, with winemakers deliberately adding “fizz” or bubbles to their product (Faith). The resulting effervescent wines were first enjoyed by the social elite of European society, signifying privilege, wealth, luxury and nobility; however, new techniques for producing, selling and distributing the wines created a mass consumer culture (Guy). Production of Australian sparkling wines began in the late nineteenth century and consumption remains popular. As a “new world” country – that is, one not located in the wine producing areas of Europe – Australian sparkling wines cannot directly draw on the same marketing traditions as those of the “old world”. One enterprising company, Treasury Wine Estates, markets a range of wines, including a sparkling variety, called 19 Crimes, that draws, not on European traditions tied to luxury, wealth and prestige, but Australia’s colonial history. Using Augmented Reality and interactive story-telling, 19 Crimes wine labels feature convicts who had committed one or more of 19 crimes punishable by transportation to Australia from Britain. The marketing of sparkling wine using convict images and convict stories of transportation have not diminished the celebratory role of consuming “bubbly”. Rather, in exploring the marketing techniques employed by the company, particularly when linked to the traditional drink of celebration, we argue that 19 Crimes, while fun and informative, nevertheless romanticises convict experiences and Australia’s convict past. Convict Heritage and Re-Appropriating the Convict Image Australia’s cultural heritage is undeniably linked to its convict past. Convicts were transported to Australia from England and Ireland over an 80-year period between 1788-1868. While the convict system in Australia was not predominantly characterised by incarceration and institutionalisation (Jones 18) the work they performed was often forced and physically taxing, and food and clothing shortages were common. Transportation meant exile, and “it was a fierce punishment that ejected men, women and children from their homelands into distant and unknown territories” (Bogle 23). Convict experiences of transportation often varied and were dependent not just on the offender themselves (for example their original crime, how willing they were to work and their behaviour), but also upon the location they were sent to. “Normal” punishment could include solitary confinement, physical reprimands (flogging) or hard labour in chain gangs. From the time that transportation ceased in the mid 1800s, efforts were made to distance Australia’s future from the “convict stain” of its past (Jones). Many convict establishments were dismantled or repurposed with the intent of forgetting the past, although some became sites of tourist visitation from the time of closure. Importantly, however, the wider political and social reluctance to engage in discourse regarding Australia’s “unsavoury historical incident” of its convict past continued up until the 1970s (Jones 26). During the 1970s Australia’s convict heritage began to be discussed more openly, and indeed, more favourably (Welch 597). Many today now view Australia’s convicts as “reluctant pioneers” (Barnard 7), and as such they are celebrated within our history. In short, the convict heritage is now something to be celebrated rather than shunned. This celebration has been capitalised upon by tourist industries and more recently by wine label 19 Crimes. “19 Crimes: Cheers to the Infamous” The Treasury Wine Estates brand launched 19 Crimes in 2011 to a target population of young men aged between 18 and 34 (Lyons). Two limited edition vintages sold out in 2011 with “virtually no promotion” (19 Crimes, “Canadians”). In 2017, 19 Crimes became the first wine to use an Augmented Reality (AR) app (the app was later renamed Living Wines Labels in 2018) that allowed customers to hover their [smart] phone in front of a bottle of the wine and [watch] mugshots of infamous 18th century British criminals come to life as 3D characters who recount their side of the story. Having committed at least one of the 19 crimes punishable by exile to Australia, these convicts now humor and delight wine drinkers across the globe. (Lirie) Given the target audience of the 19 Crimes wine was already 18-34 year old males, AR made sense as a marketing technique. Advertisers are well aware the millennial generation is “digitally empowered” and the AR experience was created to not only allow “consumers to engage with 19 Crimes wines but also explore some of the stories of Australia’s convict past … [as] told by the convicts-turned-colonists themselves!” (Lilley cited in Szentpeteri 1-2). The strategy encourages people to collect convicts by purchasing other 19 Crimes alcohol to experience a wider range of stories. The AR has been highly praised: they [the labels] animate, explaining just what went down and giving a richer experience to your beverage; engaging both the mind and the taste buds simultaneously … . ‘A fantastic app that brings a little piece of history to life’, writes one user on the Apple app store. ‘I jumped out of my skin when the mugshot spoke to me’. (Stone) From here, the success of 19 Crimes has been widespread. For example, in November 2020, media reports indicated that 19 Crimes red wine was the most popular supermarket wine in the UK (Lyons; Pearson-Jones). During the UK COVID lockdown in 2020, 19 Crimes sales increased by 148 per cent in volume (Pearson-Jones). This success is in no small part to its innovative marketing techniques, which of course includes the AR technology heralded as a way to enhance the customer experience (Lirie). The 19 Crimes wine label explicitly celebrates infamous convicts turned settlers. The website “19 Crimes: Cheers to the Infamous” incorporates ideas of celebration, champagne and bubbles by encouraging people to toast their mates: the convicts on our wines are not fiction. They were of flesh and blood, criminals and scholars. Their punishment of transportation should have shattered their spirits. Instead, it forged a bond stronger than steel. Raise a glass to our convict past and the principles these brave men and women lived by. (19 Crimes, “Cheers”) While using alcohol, and in particular sparkling wine, to participate in a toasting ritual is the “norm” for many social situations, what is distinctive about the 19 Crimes label is that they have chosen to merchandise and market known offenders for individuals to encounter and collect as part of their drinking entertainment. This is an innovative and highly popular concept. According to one marketing company: “19 Crimes Wines celebrate the rebellious spirit of the more than 160,000 exiled men and women, the rule breakers and law defying citizens that forged a new culture and national spirit in Australia” (Social Playground). The implication is that by drinking this brand of [sparkling] wine, consumers are also partaking in celebrating those convicts who “forged” Australian culture and national spirit. In many ways, this is not a “bad thing”. 19 Crimes are promoting Australian cultural history in unique ways and on a very public and international scale. The wine also recognises the hard work and success stories of the many convicts that did indeed build Australia. Further, 19 Crimes are not intentionally minimising the experiences of convicts. They implicitly acknowledge the distress felt by convicts noting that it “should have shattered their spirits”. However, at times, the narratives and marketing tools romanticise the convict experience and culturally reinterpret a difficult experience into one of novelty. They also tap into Australia’s embracement of larrikinism. In many ways, 19 Crimes are encouraging consumers to participate in larrikin behaviour, which Bellanta identifies as being irreverent, mocking authority, showing a disrespect for social subtleties and engaging in boisterous drunkenness with mates. Celebrating convict history with a glass of bubbly certainly mocks authority, as does participating in cultural practices that subvert original intentions. Several companies in the US and Europe are now reportedly offering the service of selling wine bottle labels with customisable mugshots. Journalist Legaspi suggests that the perfect gift for anyone who wants a sparkling wine or cider to toast with during the Yuletide season would be having a customisable mugshot as a wine bottle label. The label comes with the person’s mugshot along with a “goofy ‘crime’ that fits the person-appealing” (Sotelo cited in Legaspi). In 2019, Social Playground partnered with MAAKE and Dan Murphy's stores around Australia to offer customers their own personalised sticker mugshots that could be added to the wine bottles. The campaign was intended to drive awareness of 19 Crimes, and mugshot photo areas were set up in each store. Customers could then pose for a photo against the “mug shot style backdrop. Each photo was treated with custom filters to match the wine labels actual packaging” and then printed on a sticker (Social Playground). The result was a fun photo moment, delivered as a personalised experience. Shoppers were encouraged to purchase the product to personalise their bottle, with hundreds of consumers taking up the offer. With instant SMS delivery, consumers also received a branded print that could be shared so [sic] social media, driving increased brand awareness for 19 Crimes. (Social Playground) While these customised labels were not interactive, they lent a unique and memorable spin to the wine. In many circumstances, adding personalised photographs to wine bottles provides a perfect and unique gift; yet, could be interpreted as making light of the conditions experienced by convicts. However, within our current culture, which celebrates our convict heritage and embraces crime consumerism, the reframing of a mugshot from a tool used by the State to control into a novelty gift or memento becomes culturally acceptable and desirable. Indeed, taking a larrikin stance, the reframing of the mugshot is to be encouraged. It should be noted that while some prisons were photographing criminals as early as the 1840s, it was not common practice before the 1870s in England. The Habitual Criminals Act of 1869 has been attributed with accelerating the use of criminal photographs, and in 1871 the Crimes Prevention Act mandated the photographing of criminals (Clark). Further, in Australia, convicts only began to be photographed in the early 1870s (Barnard) and only in Western Australia and Port Arthur (Convict Records, “Resources”), restricting the availability of images which 19 Crimes can utilise. The marketing techniques behind 19 Crimes and the Augmented app offered by Living Wines Labels ensure that a very particular picture of the convicts is conveyed to its customers. As seen above, convicts are labelled in jovial terms such as “rule breakers”, having a “rebellious spirit” or “law defying citizens”, again linking to notions of larrikinism and its celebration. 19 Crimes have been careful to select convicts that have a story linked to “rule breaking, culture creating and overcoming adversity” (19 Crimes, “Snoop”) as well as convicts who have become settlers, or in other words, the “success stories”. This is an ingenious marketing strategy. Through selecting success stories, 19 Crimes are able to create an environment where consumers can enjoy their bubbly while learning about a dark period of Australia’s heritage. Yet, there is a distancing within the narratives that these convicts are actually “criminals”, or where their criminal behaviour is acknowledged, it is presented in a way that celebrates it. Words such as criminals, thieves, assault, manslaughter and repeat offenders are foregone to ensure that consumers are never really reminded that they may be celebrating “bad” people. The crimes that make up 19 Crimes include: Grand Larceny, theft above the value of one shilling. Petty Larceny, theft under one shilling. Buying or receiving stolen goods, jewels, and plate... Stealing lead, iron, or copper, or buying or receiving. Impersonating an Egyptian. Stealing from furnished lodgings. Setting fire to underwood. Stealing letters, advancing the postage, and secreting the money. Assault with an intent to rob. Stealing fish from a pond or river. Stealing roots, trees, or plants, or destroying them. Bigamy. Assaulting, cutting, or burning clothes. Counterfeiting the copper coin... Clandestine marriage. Stealing a shroud out of a grave. Watermen carrying too many passengers on the Thames, if any drowned. Incorrigible rogues who broke out of Prison and persons reprieved from capital punishment. Embeuling Naval Stores, in certain cases. (19 Crimes, “Crimes”) This list has been carefully chosen to fit the narrative that convicts were transported in the main for what now appear to be minimal offences, rather than for serious crimes which would otherwise have been punished by death, allowing the consumer to enjoy their bubbly without engaging too closely with the convict story they are experiencing. The AR experience offered by these labels provides consumers with a glimpse of the convicts’ stories. Generally, viewers are told what crime the convict committed, a little of the hardships they encountered and the success of their outcome. Take for example the transcript of the Blanc de Blancs label: as a soldier I fought for country. As a rebel I fought for cause. As a man I fought for freedom. My name is James Wilson and I fight to the end. I am not ashamed to speak the truth. I was tried for treason. Banished to Australia. Yet I challenged my fate and brought six of my brothers to freedom. Think that we have been nearly nine years in this living tomb since our first arrest and that it is impossible for mind or body to withstand the continual strain that is upon them. One or the other must give way. While the contrived voice of James Wilson speaks about continual strain on the body and mind, and having to live in a “living tomb” [Australia] the actual difficulties experienced by convicts is not really engaged with. Upon further investigation, it is also evident that James Wilson was not an ordinary convict, nor was he strictly tried for treason. Information on Wilson is limited, however from what is known it is clear that he enlisted in the British Army at age 17 to avoid arrest when he assaulted a policeman (Snoots). In 1864 he joined the Irish Republican Brotherhood and became a Fenian; which led him to desert the British Army in 1865. The following year he was arrested for desertion and was convicted by the Dublin General Court Martial for the crime of being an “Irish rebel” (Convict Records, “Wilson”), desertion and mutinous conduct (photo from the Wild Geese Memorial cited in The Silver Voice). Prior to transportation, Wilson was photographed at Dublin Mountjoy Prison in 1866 (Manuscripts and Archives Division), and this is the photo that appears on the Blanc de Blancs label. He arrived in Fremantle, Western Australia on 9 January 1868. On 3 June 1869 Wilson “was sentenced to fourteen days solitary, confinement including ten days on bread and water” (photo from the Wild Geese Memorial cited in The Silver Voice) for an unknown offence or breach of conduct. A few years into his sentence he sent a letter to a fellow Fenian New York journalist John Devoy. Wilson wrote that his was a voice from the tomb. For is not this a living tomb? In the tomb it is only a man’s body is good for the worms but in this living tomb the canker worm of care enters the very soul. Think that we have been nearly nine years in this living tomb since our first arrest and that it is impossible for mind or body to withstand the continual strain that is upon them. One or the other must give way. (Wilson, 1874, cited in FitzSimons; emphasis added) Note the last two lines of the extract of the letter have been used verbatim by 19 Crimes to create their interactive label. This letter sparked a rescue mission which saw James Wilson and five of his fellow prisoners being rescued and taken to America where Wilson lived out his life (Reid). This escape has been nicknamed “The Great Escape” and a memorial was been built in 2005 in Rockingham where the escape took place. While 19 Crimes have re-created many elements of Wilson’s story in the interactive label, they have romanticised some aspects while generalising the conditions endured by convicts. For example, citing treason as Wilson’s crime rather than desertion is perhaps meant to elicit more sympathy for his situation. Further, the selection of a Fenian convict (who were often viewed as political prisoners that were distinct from the “criminal convicts”; Amos) allows 19 Crimes to build upon narratives of rule breaking by focussing on a convict who was sent to Australia for fighting for what he believed in. In this way, Wilson may not be seen as a “real” criminal, but rather someone to be celebrated and admired. Conclusion As a “new world” producer of sparkling wine, it was important for 19 Crimes to differentiate itself from the traditionally more sophisticated market of sparkling-wine consumers. At a lower price range, 19 Crimes caters to a different, predominantly younger, less wealthy clientele, who nevertheless consume alcoholic drinks symbolic to the occasion. The introduction of an effervescent wine to their already extensive collection encourages consumers to buy their product to use in celebratory contexts where the consumption of bubbly defines the occasion. The marketing of Blanc de Blancs directly draws upon ideas of celebration whilst promoting an image and story of a convict whose situation is admired – not the usual narrative that one associates with celebration and bubbly. Blanc de Blancs, and other 19 Crimes wines, celebrate “the rules they [convicts] broke and the culture they built” (19 Crimes, “Crimes”). This is something that the company actively promotes through its website and elsewhere. Using AR, 19 Crimes are providing drinkers with selective vantage points that often sensationalise the reality of transportation and disengage the consumer from that reality (Wise and McLean 569). Yet, 19 Crimes are at least engaging with the convict narrative and stimulating interest in the convict past. Consumers are being informed, convicts are being named and their stories celebrated instead of shunned. Consumers are comfortable drinking bubbly from a bottle that features a convict because the crimes committed by the convict (and/or to the convict by the criminal justice system) occurred so long ago that they have now been romanticised as part of Australia’s colourful history. The mugshot has been re-appropriated within our culture to become a novelty or fun interactive experience in many social settings. For example, many dark tourist sites allow visitors to take home souvenir mugshots from decommissioned police and prison sites to act as a memento of their visit. The promotional campaign for people to have their own mugshot taken and added to a wine bottle, while now a cultural norm, may diminish the real intent behind a mugshot for some people. For example, while drinking your bubbly or posing for a fake mugshot, it may be hard to remember that at the time their photographs were taken, convicts and transportees were “ordered to sit for the camera” (Barnard 7), so as to facilitate State survelliance and control over these individuals (Wise and McLean 562). Sparkling wine, and the bubbles that it contains, are intended to increase fun and enjoyment. Yet, in the case of 19 Crimes, the application of a real-life convict to a sparkling wine label adds an element of levity, but so too novelty and romanticism to what are ultimately narratives of crime and criminal activity; thus potentially “making light” of the convict experience. 19 Crimes offers consumers a remarkable way to interact with our convict heritage. The labels and AR experience promote an excitement and interest in convict heritage with potential to spark discussion around transportation. The careful selection of convicts and recognition of the hardships surrounding transportation have enabled 19 Crimes to successfully re-appropriate the convict image for celebratory occasions. References 19 Crimes. “Cheers to the Infamous.” 19 Crimes, 2020. 14 Dec. 2020 <https://www.19crimes.com>. ———. “The 19 Crimes.” 19 Crimes, 2020. 14 Dec. 2020 <https://www.19crimes.com/en-au/the-19-crimes>. ———. “19 Crimes Announces Multi-Year Partnership with Entertainment Icon Snoop Dogg.” PR Newswire 16 Apr. 2020. 15 Dec. 2020 <https://www.prnewswire.com/news-releases/19-crimes-announces-multi-year-partnership-with-entertainment-icon-snoop-dogg-301041585.html>. ———. “19 Crimes Canadians Not Likely to Commit, But Clamouring For.” PR Newswire 10 Oct. 2013. 15 Dec. 2020 <https://www.prnewswire.com/news-releases/19-crimes-canadians-not-likely-to-commit-but-clamouring-for-513086721.html>. Amos, Keith William. The Fenians and Australia c 1865-1880. Doctoral thesis, UNE, 1987. <https://hdl.handle.net/1959.11/12781>. Barnard, Edwin. Exiled: The Port Arthur Convict Photographs. Canberra: National Library of Australia, 2010. Bellanta, Melissa. Larrikins: A History. University of Queensland Press. Bogle, Michael. Convicts: Transportation and Australia. Sydney: Historic Houses Trust of New South Wales, 2008. Clark, Julia. ‘Through a Glass, Darkly’: The Camera, the Convict and the Criminal Life. PhD Dissertation, University of Tasmania, 2015. Convict Records. “James Wilson.” Convict Records 2020. 15 Dec. 2020 <https://convictrecords.com.au/convicts/wilson/james/72523>. ———. “Convict Resources.” Convict Records 2021. 23 Feb. 2021 <https://convictrecords.com.au/resources>. Faith, Nicholas. The Story of Champagne. Oxford: Infinite Ideas, 2016. FitzSimons, Peter. “The Catalpa: How the Plan to Break Free Irish Prisoners in Fremantle Was Hatched, and Funded.” Sydney Morning Herald 21 Apr. 2019. 15 Dec. 2020 <https://www.smh.com.au/entertainment/books/the-catalpa-how-the-plan-to-break-free-irish-prisoners-in-fremantle-was-hatched-and-funded-20190416-p51eq2.html>. Guy, Kolleen. When Champagne Became French: Wine and the Making of a National identity. Baltimore, Maryland: Johns Hopkins UP, 2007. Jones, Jennifer Kathleen. Historical Archaeology of Tourism at Port Arthur, Tasmania, 1885-1960. PhD Dissertation, Simon Fraser University, 2016. Legaspi, John. “Need a Wicked Gift Idea? Try This Wine Brand’s Customizable Bottle Label with Your Own Mugshot.” Manila Bulletin 18 Nov. 2020. 14 Dec. 2020 <https://mb.com.ph/2020/11/18/need-a-wicked-gift-idea-try-this-wine-brands-customizable-bottle-label-with-your-own-mugshot/>. Lirie. “Augmented Reality Example: Marketing Wine with 19 Crimes.” Boot Camp Digital 13 Mar. 2018. 15 Dec. 2020 <https://bootcampdigital.com/blog/augmented-reality-example-marketing-wine-19-crimes/>. Lyons, Matthew. “19 Crimes Named UK’s Favourite Supermarket Wine.” Harpers 23 Nov. 2020. 14 Dec. 2020 <https://harpers.co.uk/news/fullstory.php/aid/28104/19_Crimes_named_UK_s_favourite_supermarket_wine.html>. Manuscripts and Archives Division, The New York Public Library. "John O'Reilly, 10th Hussars; Thomas Delany; James Wilson, See James Thomas, Page 16; Martin Hogan, See O'Brien, Same Page (16)." The New York Public Library Digital Collections. 1866. <https://digitalcollections.nypl.org/items/510d47dc-9768-a3d9-e040-e00a18064a99>. Pearson-Jones, Bridie. “Cheers to That! £9 Bottle of Australian Red Inspired by 19 Crimes That Deported Convicts in 18th Century Tops List as UK’s Favourite Supermarket Wine.” Daily Mail 22 Nov. 2020. 14 Dec. 2020 <https://www.dailymail.co.uk/femail/food/article-8933567/19-Crimes-Red-UKs-favourite-supermarket-wine.html>. Reid, Richard. “Object Biography: ‘A Noble Whale Ship and Commander’ – The Catalpa Rescue, April 1876.” National Museum of Australia n.d. 15 Dec. 2020 <https://www.nma.gov.au/__data/assets/pdf_file/0015/2553/NMA_Catalpa.pdf>. Snoots, Jen. “James Wilson.” Find A Grave 2007. 15 Dec. 2020 <https://www.findagrave.com/memorial/19912884/james-wilson>. Social Playground. “Printing Wine Labels with 19 Crimes.” Social Playground 2019. 14 Dec. 2020 <https://www.socialplayground.com.au/case-studies/maake-19-crimes>. Stone, Zara. “19 Crimes Wine Is an Amazing Example of Adult Targeted Augmented Reality.” Forbes 12 Dec. 2017. 15 Dec. 2020 <https://www.forbes.com/sites/zarastone/2017/12/12/19-crimes-wine-is-an-amazing-example-of-adult-targeted-augmented-reality/?sh=492a551d47de>. Szentpeteri, Chloe. “Sales and Marketing: Label Design and Printing: Augmented Reality Bringing Bottles to Life: How Treasury Wine Estates Forged a New Era of Wine Label Design.” Australian and New Zealand Grapegrower and Winemaker 654 (2018): 84-85. The Silver Voice. “The Greatest Propaganda Coup in Fenian History.” A Silver Voice From Ireland 2017. 15 Dec. 2020 <https://thesilvervoice.wordpress.com/tag/james-wilson/>. Welch, Michael. “Penal Tourism and the ‘Dream of Order’: Exhibiting Early Penology in Argentina and Australia.” Punishment & Society 14.5 (2012): 584-615. Wise, Jenny, and Lesley McLean. “Pack of Thieves: The Visual Representation of Prisoners and Convicts in Dark Tourist Sites.” The Palgrave Handbook of Incarceration in Popular Culture. Eds. Marcus K. Harmes, Meredith A. Harmes, and Barbara Harmes. Switzerland: Palgrave Macmillan, 2020. 555-73.

There is a wide range of academic effort put into the questions of food. It is obvious that eating is necessary for everybody, but it is equally acknowledged that there are lots of cultural meanings in the area of food as well. However, it is rarely answered why preparing food is important to some people. My aim is to address this question in the context of unemployment, where food has social, recreational and spiritual meanings for the whole life. My analysis is based on the writings of the unemployed written during the unexpected recession in Finland in the 1990s. It occurred, perhaps surprisingly, that many participants wrote about food in their entries to the writing contest called 'The Story of the Unemployed'. It is worth mentioning that to be unemployed in Finland means that it is possible to get along because of the -- still on-going but shifting -- welfare state. Usually the study of food is based on specific problematics within different disciplines. Examples of these include the symbolic connection between food and culture à la Mary Douglas in anthropology, meanings and connotations of food in Barthesian semiotics, and taste as a distinctive feature or the connection between taste and class position in the sociology of taste. In addition, phenomena such as anorexia nervosa and vegetarianism has been explained within a social context by cultural sociologists. Personally I want to introduce a slightly different route. It goes from actual articulation of food and unemployment in the writings of the unemployed to the context of media and consumer culture. There are certainly some basic explanations why food is included in the stories. When you write a story in the form of a diary, it is easy to tell about eating or cooking. The time of eating is the glue of human relations, the moment of the day which connects partners together. It is not surprising, then, that human relations are of great importance when there is no work and workplace to offer social relations and position in social hierarchy. In spite of this I want to offer more interpretative and provocative insights. In the societies based on 'primitive technology', hunger was shared (see, for instance, Sahlins). On the contrary, hunger is privatised in modern and postmodern societies. The uneven sharing of food is a result of a hierarchy based on having or not having money. As a result, to keep hunger away means to have at least some money (or favourable friends). In this context, writing about food is a part of the conceptual battle against hunger. It is a conceptual proof of having survived thus far. For those who have a job, their work ensures an economic ability to stay far from the poverty. In addition to this, they have a privileged access to the space of 'normality' of being a good citizen. This is because the Protestant work ethic says so. In the case of the unemployed the relations are more complex. One's social position is marginalised since the beginning of one's period of unemployment but I suggest that food and things related to it take the place of work. Food becomes a space for continuity when work does not offer it. As long as you have food you do not have to be a criminal to go on. This should be understood in the context of Zygmunt Bauman's provocative statement that, according to the logic of consumer society, differences between its Others (poor, unemployed, criminals, madmen, drug addicts) are fading. To be poor is to be an enemy of the society. Society wants nothing from its others. It would be best if they just burnt their tents and left (Bauman 72-7). In this context food functions as an element in constructing self-definition of the unemployed. Food prevents them from sliding into a criminal position and keeps up the cultural boundaries between different forms of otherness. The actual point is not whether Bauman's claim is correct or not but its power to illuminate both the worries of the poor and the unemployed and the role food plays in it. Anything that produces empowerment for the unemployed is important in the situation which normally narrows one's possibilities to act. The situation of the unemployed is usually devoid of social dignity and material resources. That is why it is especially important for them to experience success, to learn something new and to measure it in some ways. Normally these kinds of acts are reserved for the area of work but the unemployed person transfers them into the area of cooking. Making good, perhaps healthy and affordable food allows one to experience feelings of success. This raises one's self-esteem and ability to act. It is perhaps no surprise that most writers emphasise the meaning of cooking in their lives only after they have been left without work. Food is connected to empowerment in two senses. It is important in itself but it has an instrumental function as well. It produces pleasure and it becomes a part of identity-building (for example when people put effort into making healthy or affordable food). It can also be an instrument in building different life projects when it offers feelings of success and leads to an ability to act on some different level. Thematically, food is a good example of the many activities that allow the unemployed to empower themselves. When all this is articulated in the context of media, the point and battleground become clear. The image of the unemployed presented in the media is unfortunately one-dimensional at least in Finland and perhaps in other countries as well. Outside the 'human interest' type of magazines, media describe them as unskilled job-seekers or as 'lazy bums'. This picture is part of the neoliberal machinery which blames individuals for their inability to get a job even though the reasons for high unemployment rates are mostly based on changes in the economic structure (such as the breakdown of the Soviet Union, which the Finnish economy previously leaned on, and the low state of technology except for a few leading enterprises). So the notions of food in the writings of the unemployed pointed at the media are an attempt to disarticulate and rearticulate the image of the unemployed. There is one hegemonic discourse on the topic of identity in consumer culture. Identity is not something you are born with. It is something that everybody constructs, it is changeable and what is more, it is something you can buy in postmodern consumer society. Buy it, be it! Buy caviar -- be high class! Pleasure follows purchase as well as identity. I am not saying that talk about changing identities is just capitalist mishmash. In fact, it is relevant for the unemployed as well. If identity was understood as petrifying, not possible to change, it would be sad to live as an unemployed, carrying the burdens of Protestant work ethic and seeing getting a job as the only way for constructing a reasonable life. That is why talk about contextually changing postmodern identities is not out of picture here. What is the other side of postmodern consumer identity discourse is that the unemployed have no resources to buy their identity. Thus, food comes again into the picture. For the unemployed, buying food does not lead to identity or to pleasure. It depends on who cooks (unemployed him/herself, partner, friend) and what the food tastes like. Food is not an equivalent to commodities that are ready to use. Raw materials should be handled with skill or with care before food can produce pleasure or empowerment. Accumulation of cultural capital is not based on buying as such, because it is a race where unemployed are definitely determined to resignation compared to economically privileged people. A commodity does not guarantee happiness. It must be made to mean something by using it in a specific way. You can consume cars, clothes and television without the requirement of any special skills. Food and especially cooking resonate with other rhythms. It requires skills. (This point is emphasised in Warde, especially pages 200-1.) As we have seen, food as a hobby is a part of the life projects of the unemployed. It is an important way to acquire feelings of success. As such, it produces empowerment on an individual level. At the same time, it extends its tentacles to struggle for articulations in the contexts of media and consumer culture. Its aim is to rearticulate the term unemployed as different from the passive media creations. Moreover, it is directed towards consumeristic identity discourse in the sense that food and especially cooking represent an area where identity and pleasure do not follow directly from buying and consuming. Thus, writing about food is a part of a wider spiritual quest -- a way of constructing meanings for life outside the world of work. On a more general level, this text shows clearly that the questions posed on the problematics of food are complex. Food is never only about material food for biological needs. Its discourses always point to some other spaces depending on the context. Furthermore, when food is articulated together with the unemployed, it should be seen as different from many other forms of building identity by consuming. References Bauman, Zygmunt. Work, Consumerism and the New Poor. Buckingham: Open UP, 1998. Warde, Alan. Consumption, Food and Taste: Culinary Antinomies and Commodity Culture. London: Sage, 1997. Sahlins, Marshall. Stone Age Economics. Chicago: Aldine, 1972. Citation reference for this article MLA style: Teemu Taira. "Material Food, Spiritual Quest: When Pleasure Does Not Follow Purchase." M/C: A Journal of Media and Culture 2.7 (1999). [your date of access] <http://www.uq.edu.au/mc/9910/pleasure.php>. Chicago style: Teemu Taira, "Material Food, Spiritual Quest: When Pleasure Does Not Follow Purchase," M/C: A Journal of Media and Culture 2, no. 7 (1999), <http://www.uq.edu.au/mc/9910/pleasure.php> ([your date of access]). APA style: Teemu Taira. (1999) Material food, spiritual quest: when pleasure does not follow purchase. M/C: A Journal of Media and Culture 2(7). <http://www.uq.edu.au/mc/9910/pleasure.php> ([your date of access]).

This paper is included in the First Monday Special Issue #3: Internet banking, e-money, and Internet gift economies, published in December 2005. Special Issue editor Mark A. Fox asked authors to submit additional comments regarding their articles. How has the hi-tech gift economy evolved since 1998, when the paper was written? This article was a product of its time. When I originally wrote The Hi-Tech Gift Economy, the Net was still a novelty for most people even in the developed world. Nearly 8 years later, using this technology is no longer something special. This means that it is impossible to understand my article without remembering the bizarre moment in the late-1990s when so many pundits believed that the Net had almost magical powers. Led by Wired, dotcom boosters were claiming that the Net was creating the free market only found up to then in neo-classical economics textbooks. Inspired by post-modernist gurus, new media activists were convinced that humanity would soon liberate itself from corporate control by escaping into cyberspace. What intrigued me at the time was how these devotees of irreconcilable ideologies shared a common faith in McLuhan-style technological determinism. The Net – not people – was the subject of history. This demiurge promised the final victory of one – and only one - method of organizing labor: the commodity or the gift. When I was writing this article, my goal was to attack these almost totalitarian ideologies. The sharing of information over the Net disproved the neo-liberal fantasies of Wired. The leading role of capitalist businesses within the open source movement was incompatible with the anarcho-communist utopia. I wanted to argue that the choice wasn’t the commodity or the gift. On the Net, the same piece of information could exist both as a commodity and a gift. Nowadays, this conclusion is hardly controversial. My ideological opponents have long ago left the theoretical battlefield. We won’t hear their arguments again until the next wave of innovation within the information technologies creates the conditions for another revival of McLuhanist prophecy. In the meantime, it is common sense to describe the Net’s economy as a mixed economy. Information is shared and sold. Copyright is protected and broken. Capitalists benefit from one advance and lose out from another. Users get for free what they used to pay for and pay for what they used to get for free. In 2005, the dotcom commodity economy and the hi-tech gift economy are – at one and the same time – in opposition and in symbiosis with each other. What are some current examples of the hi-tech gift economy in action? Over the past decade, the hi-tech gift economy has moved from the fringes into the mainstream. When I was writing The Hi-Tech Gift Economy, the open source movement was the iconic example of non-commercial production over the Net. In the intervening period, blogging has become the public face of this new way of working. What was once the preserve of a small minority is now a mass phenomenon. Crucially, just like their techie predecessors, the participants in this enlarged hi-tech gift economy don’t have to think about the political implications of their method of working together. Free market fanatics can happily give away their blog-making labor without realizing they’ve become cyber-communists! This ideological inconsistency has hidden the social impact of the hi-tech gift economy. Allowing people to download your photos for free from Flickr doesn’t seem very radical. Putting up your latest tunes on-line can’t really be a threat to the music moguls. Making your own website doesn’t look like attack on the media corporations. Yet, when large numbers of people are engaged in these activities, commercial self-interest is checked by social altruism within the mixed economy of the Net. Before buying information, every sensible person checks whether you can download it for free. What are the impediments and what are the driving forces of the hi-tech gift economy? Is it possible to distinguish between the two? Long ago, Karl Marx pointed out that socialists had been forced to define their own political position to counter attacks by their liberal and conservative critics. It seems to me that we could make a similar observation today about the two sides in the copyright debate. During the past few decades, American and European politicians have steadily increased and extended the legal privileges of the media corporations. Entranced by the neo-liberal version of the McLuhanist prophecy, they’re convinced that the knowledge economy will be built around the buying and selling of intellectual property – and the state must punish anyone who threatens this new paradigm. In the digital Panopticon, Big Brother will spying on you to make sure that you don’t have any illegally copied files on your hard drive. Since the mid-1960s, the ideological appeal of the post-industrial future has protected the interests of the copyright owners. According to neo-liberal pundits, the global marketplace is founded upon the North exchanging its information commodities for the South’s manufactured goods. Economic prosperity now depends upon the World Trade Organisation imposing copyright protection as a universal obligation. Ironically, by proclaiming their global ambitions, the media and software corporations have exposed the weakness of their economic position. Across the developing world, governments know that copyright laws are unenforceable. Only the rich can afford to pay Northern prices in the South. If piracy can no longer be tolerated, alternatives must be found. In Brazil, the ministry of culture is promoting open source software as not just a more affordable product, but also an opportunity to create local employment. At the international level, they’re advocating the replacement of rigid copyright protection with flexible copyleft licenses. Inspired by this good example, other governments in the South are launching their own open source initiatives. In the developing world, participating within the hi-tech gift economy is a necessity not a hobby. During the last year, the American movie and music industries have forced the leading file-sharing services to limit unauthorized copying by their users. But, as soon as one threat is seen off, another arises. In 2005, over three-quarters of online music is still distributed for free. By forcing the issue, the owners of intellectual property have proved that the hard-line definition of copyright is as anachronistic in the North as in the South. Up-and-coming bands long ago learnt that giving away tunes attracts punters to their gigs and – in due course – sells their music. Yet, in contrast with the South, few politicians in the developed world have accepted the copyright laws need updating for this new dispensation. But, eventually, legislation must match social reality. The dotcom commodity economy can’t displace the hi-tech gift economy. Miscegenation is the epitome of the Net. During the Sixties, the New Left created a new form of radical politics: anarcho-communism. Above all, the Situationists and similar groups believed that the tribal gift economy proved that individuals could successfully live together without needing either the state or the market. From May 1968 to the late Nineties, this utopian vision of anarcho-communism has inspired community media and DIY culture activists. Within the universities, the gift economy already was the primary method of socialising labour. From its earliest days, the technical structure and social mores of the Net has ignored intellectual property. Although the system has expanded far beyond the university, the self-interest of Net users perpetuates this hi-tech gift economy. As an everyday activity, users circulate free information as e-mail, on listservs, in newsgroups, within on-line conferences and through Web sites. As shown by the Apache and Linux programs, the hi-tech gift economy is even at the forefront of software development. Contrary to the purist vision of the New Left, anarcho-communism on the Net can only exist in a compromised form. Money-commodity and gift relations are not just in conflict with each other, but also co-exist in symbiosis. The 'New Economy' of cyberspace is an advanced form of social democracy.

Wearing clothing from the past is all the rage now. Different styles and aesthetics of vintage and historical clothing, original or appropriated, are popular with fashion wearers and home sewers. Social media is rich with images of anachronistic clothing and the major pattern companies have a large range of historical sewing patterns available. Butterick McCall, for example, have a Making History range of patterns for sewers of clothing from a range of historical periods up to the 1950s. The 1950s styled fashion is particularly popular with pattern producers. Yet little research exists that explains why anachronistic clothing is all the rage. Drawing on 28 interviews conducted by the author with women who wear/make 1950s styles clothing and a survey of 229 people who wear/make historical clothing, this article outlines four key reasons that help explain the popularity of wearing/making anachronistic clothing: It argues that there exists rage against four ‘fast fashion’ practices: environmental disregard, labour breaches, poor quality, and poor fit. Ethical consumption practices such as home sewing quality clothes that fit, seeks to ameliorate this rage. That much of what is being made is anachronistic speaks to past sewing techniques that were ethical and produced quality fitting garments rather than fashion today that doesn’t fit, is of poor quality, and it unethical in its production. Fig. 1: Craftivist Collective Rage: Protesting Fast FashionRage against Fast Fashion Rage against fast fashion is not new. Controversies over Disney and Nike’s use of child labour in the 1990s, the anti-fur campaigns of the 1980s, the widespread condemnation of factory conditions in Bangladesh in the wake of the 2016 Rana Plaza collapse and Tess Holiday’s Eff Your Beauty Standards campaign, are evidence of this. Fast fashion is “cheap, trendy clothing, that samples ideas from the catwalk or celebrity culture and turns them into garments … at breakneck speed” (Rauturier). It is produced cheaply in short turnarounds, manufactured offshore by slave labour, with the industry hiding these exploitative practices behind, and in, complex supply chains. The clothing is made from poor quality material, meaning it doesn’t last, and the material is not environmentally sustainable. Because of this fast fashion is generally not recycled and ends up as waste in landfills. This for Rauturier is what fast fashion is: “cheap, low quality materials, where clothes degrade after just a few wears and get thrown away”. The fast fashion industry engages in two discrete forms of obsolescence; planned and perceived. Planned obsolescence is where clothes are designed to have a short life-span, thus coercing the consumer into buying a replacement item sooner than intended. Claims that clothes now last only a few washes before falling apart are common in the media (Dunbar). This is due to conscious manufacturing techniques that reduce the lifespan of the clothes including using mixed fibres, poor-quality interfacing, and using polyester threads, to name a few. Perceived obsolescence is where the consumer believes an otherwise functioning item of clothing to no longer to be valued. This is borne out in the idea that an item is deemed to be “in vogue” or “in fashion” and its value to the consumer is thus embedded in that quality. Once it falls out of fashion is deemed worthless. Laver’s “fashion cycle” elucidated this idea over eighty years ago. Since the 1980s the fashion industry has sped up, moving from the traditional twice annual fashion seasons to the fast fashion system of constantly manufacturing new styles, sometimes weekly. The technologies that have allowed the rapid manufacturing of fast fashion mean that the clothes are cheaper and more readily available. The average price of clothing has dropped accordingly. An item that cost US$100 in 1993 only cost US$59.10 in 2013, a drop of 41 per cent (Perry, Chart). The average person in 2014 bought 60 per cent more clothing that they did in 2000. Fast fashion is generally unsaleable in the second-hand market, due to its volume and poor design and manufacture. Green notes that many charity clothing stores bin a large percentage of the fast fashion items they receive. Environmental Rage Consumers are increasingly expressing rage about the environmental impact of fast fashion. The production of different textiles places different stresses on the environment. Cotton, for example, accounts for one third of the fibres found in all textiles, yet it requires high levels of water. A single cotton shirt needs 2,700 litres of water alone, the equivalent to “what one person drinks in two-and-a-half years” (Drew & Yehounme). Synthetics don’t represent an environmentally friendly alternative. While they may need less water, they are more carbon-intensive and polyester has twice the carbon footprint of cotton (Drew & Yehounme). Criticisms of fast fashion also include “water pollution, the use of toxic chemicals and increasing levels of textile waste”. Textile dyeing is the “second largest polluter of clean water globally.” The inclusion of chemical in the manufacturing of textiles is “disruptive to hormones and carcinogenic” (Perry, Cost). Naomi Klein’s exposure of the past problems of fast fashion, and revelations such as these, inform why consumers are enraged by the fast fashion system. The State of Fashion 2019 Report found many of the issues Klein interrogated remain of concern to consumers. Consumers continue to feel enraged at the industry’s disregard for the environment (Shaw et al.) any many are seeking alternative sources of sustainable fashion. For some consumers, the ethical dilemmas are overcome by purchasing second-hand or recycled clothing, or participate in Clothing Exchanges. Another alternative to ameliorating the rage is to stop buying new clothes and to make and wear their own clothes. A recent article in The Guardian, “’Don’t Feed the Monster!’ The People Who Have Stopped Buying New Clothes” highlights the “growing movement” of people seeking to make a “personal change” in response to the ethical dilemmas fast fashion poses to the environment. While political groups like Fashion of Tomorrow argue for collective legislative changes to ensure environmental sustainability in the industry, consumers are also finding their own individual ways of ameliorating their rage against fast fashion. Over recent decades Australians have consistently shown concern over environmental issues. A 2016 national survey found that 63 per cent of Australians considered themselves to be environmentalists and this is echoed in the ABC’s War on Waste programme which examined attitudes to and effects of clothing waste in Australia. In my interviews with women wearing 1950s style clothing, almost 65 per cent indicated a distinct dissatisfaction with mainstream fashion and frustration particularly with pernicious ‘fast fashion’. One participant offered, “seeing the War on Waste and all the fast fashion … I really like if I can get it second hand … you know I feel like I am helping a little bit” [Gabrielle]. Traid, a network of UK charity clothes shops diverts 3 000 tonnes of clothes from landfill to the second-hand market annually, reported for 2017-18 a 30 per cent increase in its second-hand clothes sales (Coccoza). The Internet has helped expand the second-hand clothing market. Two participants offered these insights: “I am completely addicted to the Review Buy Swap and Sell Page” [Anna] and “Instagram is huge for girls like us to communicate and get ideas” [Ashleigh]. Slave Rage The history of fashion is replete with examples of exploitation of workers. From the seamstresses of France in the eighteenth century who had to turn to prostitution to supplement their meagre wages (Jones 16) to the twenty-first century sweatshop workers earning less than a living wage in developing nations, poor work conditions have plagued the industry. For Karl Marx fashion represented a contradiction within capitalism where labour was exploited to create a mass-produced item. He lambasted the fashion industry and its “murderous caprices”, and despite his dream that the invention of the sewing machine would alleviate the stress placed on garment workers, technology has only served to intensify its demands on its poor workers (Sullivan 36-37). The 2013 Rena Plaza factory disaster shows just how far some sections of the industry are willing to go in their race to the bottom.In the absence of enforceable, global fair-trade initiatives, it is hard for consumers to purchase goods that reflect their ethos (Shaw et al. 428). While there is much more focus on better labour practices in the fashion industry, as the Baptist World Aid Australia’s annual Ethical Fashion Report shows, consumers are still critical of the industry and its labour practices.A significant number of participants in my research indicated that they actively sought to purchase products that were produced free from worker exploitation. For some participants, the purchasing of second-hand clothing allowed them to circumnavigate the fast fashion system. For others, mid-century reproduction fashion was sourced from markets with strong labour laws and “ethically made” without the use of sweat shop labour” [Emma]. Alternatively, another participant rejected buying new vintage fashion and instead purchased originally made fashion, in this case clothing made 50 to 60 years ago. This was one was of ensuring “some poor … person has [not] had to work really hard for very little money … [while the] shop is gaining all the profits” [Melissa]. Quality Rage Planned obsolescence in fashion has existed at least since the 1940s when Dupont ensured their nylon stockings were thin enough to ladder to ensure repeat custom (Meynen). Since then manufacturers have deliberately used poor techniques and poor material – blended fabrics, unfinished seams, unfixed dyes, for example – to ensure that clothes fail quickly. A 2015 UK Barnardo’s survey found clothes were worn an average of just seven times, which is not surprising given that clothes can last as little as two washes before being worn out (Dunbar). Extreme planned obsolescence in concert with perceived obsolescence can lead to clothes being discarded before their short lifespan had expired. The War on Waste interviewed young women who wore clothes sometimes only once before discarding them.Not all women are concerned with keeping up to date with fashion, instead wanting to create their own identify though clothes and are therefore looking for durability in their clothes. Many of the women interviewed for this research were aware of the declining quality of clothes, often referring to those made before the fast fashion era as evidence of quality clothing. For many in this study, manufacturing of classically styled clothing was of higher concern than mimicking the latest fashion trend. Some indicated their “disgust” at the poor quality of fast fashion [Gabrielle]. Others has specific outrage at the cost of poorly made fast fashion: “I don’t like spending a lot of money on clothing that I know may not necessarily be well made” [Skye] and “I got sick of dresses just being see through … you know, seeing my bras under things” [Becky]. For another: “I don’t like the whole mass-produced thing. I don’t think that they are particularly well made … Sometimes they are made with a tiny waist but big boobs, there’s no seams on them, they’re just overlocked together …” [Vicky]. For other participants in this research fast fashion produced items were considered inferior to original items. One put it is this way: “[On using vintage wares] If something broke, you fixed it. You didn’t throw it away and go down to [the shop] and buy a new one ... You look at stuff from these days … you could buy a handbag today and you are like “is this going to be here in two years? Or is it going to fall apart in my hands?” … there’s that strength and durability that I do like” [Ashleigh]. For another, “vintage reproduction stuff is so well made, it’s not like fast fashion, like Vivien of Holloway and Pin Up Girl Clothing, their pieces last forever, they don’t fall apart after five washes like fast fashion” [Emma]. The following encapsulates the rage felt in response to fast fashion. I think a lot of people are wearing true vintage clothing more often as a kind of backlash to the whole fast fashion scene … you could walk into any shop and you could see a lot of clothing that is very, very cheap, but it’s also very cheaply made. You are going to wear it and it’s going to fall apart in six months and that is not something that I want to invest in. [Melissa]Fit RageFit is a multi-faceted issue that affects consumers in several ways: body size; body shape; and height. Body size refers to the actual physical size of the body, whether one is underweight, slim, average, muscular or fat. Fast fashion body size labelling reflects what the industry considers to be of ‘normal sizes’, ranging from a size 8 through to a size 16 (Hackett & Rall). Body shape is a separate, if not entirely discrete issue. Women differ widely in the ratios between their hips, bust and waist. Body shape distribution varies widely within populations, for example, the ‘Size USA’ study identified 11 different female body shapes with wide variations between populations (Lee et al.). Even this doesn’t consider bodies with physical disabilities. Clothing is designed to fit women of ‘average’ height, thus bodies that are taller or shorter are often excluded from fast fashion (Valtonen). Even though Australian sizing practices are based on erroneous historical data (Hackett and Rall; Kennedy), the fast fashion system continues to manufacture for average body shapes and average body heights, to the exclusion of others. Discrimination through clothing sizes represents one way in which social norms are reinforced. Garments for larger women are generally regarded as less fashionable (Peters 48). Enraged consumers label some of the offerings ‘fat sacks’, ‘tents’ and ‘camouflage wear’ (Colls 591-592). Further, plus size is often more expensive and having been ‘sized up’ from smaller sizes, the result is poor fit. Larger body’s therefore have less autonomy in fashioning their identity (Peters 45). Size restrictions can lead to consumers having to choose between going without a desired item or wearing a size too small for them as no larger alternative is available (Laitala et al. 33-34).The ideology behind the thin aesthetic is that it is framed as aspirational (Barry) and thus consumers are motivated to purchase clothes based upon a desire to fit in with this beauty ideal. This is a false dichotomy (Halliwell and Dittmar 105; Bian and Wang). For participants in this research rage at fashion fashions persistance in producing for ‘average’ sized women was clearly evident. For a plus-size participant: “I don’t suit modern stuff. I’m a bigger girl and that’s not what style is these days. And so, I find it just doesn’t work for me” [Ashleigh]. For non-plus participants, sizing rage was also evident: I’m just like a praying mantis, a long string bean. I’m slim, tall … I do have the body shape … that fast fashion catered for, and I can still dress in fast fashion, but I think the idea that so many women feel excluded by that kind of fashion, I just want to distance myself from it. So, so many women have struggles in the change rooms in shopping centres because things don’t fit them nicely. [Emma] For this participant reproduction fashion wasn’t vanity sized. That is, a dress from the 1950s had the body measurements on the label rather than a number reflecting an arbitrary and erroneous sizing system. Some noted their disregard for standardised sizing systems used exclusively for fast fashion: “I have very non-standard measurements … I don’t buy dresses for that reason … My bust and my waist and my hips don’t fit a standard. You know I can’t go “ooh that’s a 12, that’s an 18”. You know, I don’t believe in standard sizing basically” [Skye]. Variations of sizing by brands adds to the frustration of fashion consumers: “if someone says 'I’m a size 16' that means absolutely nothing. If you go between brands … [shop A] XXL to a [shop B] to a [shop C] XXL to a [shop D] XXL, you know … they’re not the same. They won’t fit the same, they don’t have the same fit” [Skye]. These women recognise that their body shape, size and/or height is not catered for by fast fashion. This frees them to look for alternatives beyond the product offerings of the mainstream fashion industry. Although the rage against aspects of fast fashion discussed here – environmental, labour, quality and fit – is not seeing people in the streets protesting, people are actively choosing to find alternatives to the problem of sourcing clothes that fit their ethos. ReferencesABC Television. "Coffee Cups and Fast Fashion." War on Waste. 30 May 2017. Barnardo's. "Once Worn, Thrice Shy – British Women’s Wardrobe Habits Exposed!" 11 June 2015. 1 Mar. 2019 <http://www.barnardos.org.uk/news/press_releases.htm?ref=105244http://www.barnardos.org.uk/news/press_releases.htm?ref=105244>.Barry, Ben. "Selling Whose Dream? A Taxonomy of Aspiration in Fashion Imagery." Fashion, Style & Popular Culture 1.2 (2014): 175-92.Cocozza, Paula. “‘Don’t Feed The Monster!’ The People Who Have Stopped Buying New Clothes”. The Guardian 19 Feb. 2019. 20 Feb. 2019 <http://www.theguardian.com/fashion/2019/feb/19/dont-feed-monster-the-people-who-have-stopped-buying-new-clothes#comment-126048716>.Colls, Rachel. "‘Looking Alright, Feeling Alright’: Emotions, Sizing and the Geographies of Women's Experiences of Clothing Consumption." Social & Cultural Geography 5.4 (2004): 583-96.Drew, Deborah, and Genevieve Yehounme. "The Apparel Industry’s Environmental Impact in 6 Graphics." World Resources Institute July 2005. 24 Feb. 2018 <http://www.wri.org/blog/2017/07/apparel-industrys-environmental-impact-6-graphics>.Dunbar, Polly. "How Your Clothes Are Designed to Fall Apart: From Dodgy Stitching to Cheap Fabrics, Today's Fashions Are Made Not to Last – So You Have to Buy More." Daily Mail 18 Aug. 2016. 25 Feb. 2018 <http://www.dailymail.co.uk/femail/article-3746186/Are-clothes-fall-apart-dodgy-stitching-cheap-fabrics-today-s-fashions-designed-not-buy-more.htmlhttp://www.dailymail.co.uk/femail/article-3746186/Are-clothes-fall-apart-dodgy-stitching-cheap-fabrics-today-s-fashions-designed-not-buy-more.html>.Hackett, Lisa J., and Denise N. Rall. "The Size of the Problem with the Problem of Sizing: How Clothing Measurement Systems Have Misrepresented Women’s Bodies from the 1920s – Today." Clothing Cultures 5.2 (2018): 263-83.Kennedy, Kate. "What Size Am I? Decoding Women's Clothing Standards." Fashion Theory 13.4 (2009): 511-30.Klein, Naomi. No Logo, No Space, No Choice, No Jobs: Taking Aim at the Brand Bullies. London: Flamingo, 2000.Laitala, Kirsi, Ingun Grimstad Klepp, and Benedict Hauge. "Materialised Ideals Sizes and Beauty." Culture Unbound: Journal of Current Cultural Research 3 (2011): 19-41.Laver, James. Taste and Fashion. London: George G. Harrap, 1937.Lee, Jeong Yim, Cynthia L. Istook, Yun Ja Nam, Sun Mi Pak. "Comparison of Body Shape between USA and Korean Women." International Journal of Clothing Science and Technology 19.5 (2007): 374-91.Perry, Mark J. "Chart of the Day: The CPI for Clothing Has Fallen by 3.3% over the Last 20 Years, while Overall Prices Increased by 63.5%." AEIdeas 12 Oct. 2013. 4 Jan. 2019 <http://www.aei.org/publication/chart-of-the-day-the-cpi-for-clothing-has-fallen-by-3-3-over-the-last-20-years-while-overall-prices-increased-by-63-5/http://www.aei.org/publication/chart-of-the-day-the-cpi-for-clothing-has-fallen-by-3-3-over-the-last-20-years-while-overall-prices-increased-by-63-5/>. Perry, Patsy. “The Environmental Cost of Fast Fashion.” Independent 8 Jan. 2018. 1 Mar. 2019 <https://www.independent.co.uk/life-style/fashion/environment-costs-fast-fashion-pollution-waste-sustainability-a8139386.html>.Peters, Lauren Downing. "You Are What You Wear: How Plus-Size Fashion Figures in Fat Identity Formation." Fashion Theory 18.1 (2014): 45-71.Rauturier, Solene. “What Is Fast Fashion?” 1 Aug. 2010. 1 Mar. 2019 <https://goodonyou.eco/what-is-fast-fashion/>.Shaw, Deirdre, Gillian Hogg, Edward Shui, and Elaine Wilson. "Fashion Victim: The Impact of Fair Trade Concerns on Clothing Choice." Journal of Strategic Marketing 14.4 (2006): 427-40.Sullivan, Anthony. "Karl Marx: Fashion and Capitalism." Thinking through Fashion. Eds. Agnès Rocamora and Anneke Smelik. London: I.B. Tauris, 2016. 28-45. Valtonen, Anu. "Height Matters: Practicing Consumer Agency, Gender, and Body Politics." Consumption Markets & Culture 16.2 (2013): 196-221.

When George Orwell encountered ideas of a technological utopia sixty-five years ago, he acted the grumpy middle-aged man Reading recently a batch of rather shallowly optimistic “progressive” books, I was struck by the automatic way in which people go on repeating certain phrases which were fashionable before 1914. Two great favourites are “the abolition of distance” and “the disappearance of frontiers”. I do not know how often I have met with the statements that “the aeroplane and the radio have abolished distance” and “all parts of the world are now interdependent” (1944). It is worth revisiting the old boy’s grumpiness, because the rhetoric he so niftily skewers continues in our own time. Facebook features “Peace on Facebook” and even claims that it can “decrease world conflict” through inter-cultural communication. Twitter has announced itself as “a triumph of humanity” (“A Cyber-House” 61). Queue George. In between Orwell and latter-day hoody cybertarians, a whole host of excitable public intellectuals announced the impending end of materiality through emergent media forms. Marshall McLuhan, Neil Postman, Daniel Bell, Ithiel de Sola Pool, George Gilder, Alvin Toffler—the list of 1960s futurists goes on and on. And this wasn’t just a matter of punditry: the OECD decreed the coming of the “information society” in 1975 and the European Union (EU) followed suit in 1979, while IBM merrily declared an “information age” in 1977. Bell theorized this technological utopia as post-ideological, because class would cease to matter (Mattelart). Polluting industries seemingly no longer represented the dynamic core of industrial capitalism; instead, market dynamism radiated from a networked, intellectual core of creative and informational activities. The new information and knowledge-based economies would rescue First World hegemony from an “insurgent world” that lurked within as well as beyond itself (Schiller). Orwell’s others and the Cold-War futurists propagated one of the most destructive myths shaping both public debate and scholarly studies of the media, culture, and communication. They convinced generations of analysts, activists, and arrivistes that the promises and problems of the media could be understood via metaphors of the environment, and that the media were weightless and virtual. The famous medium they wished us to see as the message —a substance as vital to our wellbeing as air, water, and soil—turned out to be no such thing. Today’s cybertarians inherit their anti-Marxist, anti-materialist positions, as a casual glance at any new media journal, culture-industry magazine, or bourgeois press outlet discloses. The media are undoubtedly important instruments of social cohesion and fragmentation, political power and dissent, democracy and demagoguery, and other fraught extensions of human consciousness. But talk of media systems as equivalent to physical ecosystems—fashionable among marketers and media scholars alike—is predicated on the notion that they are environmentally benign technologies. This has never been true, from the beginnings of print to today’s cloud-covered computing. Our new book Greening the Media focuses on the environmental impact of the media—the myriad ways that media technology consumes, despoils, and wastes natural resources. We introduce ideas, stories, and facts that have been marginal or absent from popular, academic, and professional histories of media technology. Throughout, ecological issues have been at the core of our work and we immodestly think the same should apply to media communications, and cultural studies more generally. We recognize that those fields have contributed valuable research and teaching that address environmental questions. For instance, there is an abundant literature on representations of the environment in cinema, how to communicate environmental messages successfully, and press coverage of climate change. That’s not enough. You may already know that media technologies contain toxic substances. You may have signed an on-line petition protesting the hazardous and oppressive conditions under which workers assemble cell phones and computers. But you may be startled, as we were, by the scale and pervasiveness of these environmental risks. They are present in and around every site where electronic and electric devices are manufactured, used, and thrown away, poisoning humans, animals, vegetation, soil, air and water. We are using the term “media” as a portmanteau word to cover a multitude of cultural and communications machines and processes—print, film, radio, television, information and communications technologies (ICT), and consumer electronics (CE). This is not only for analytical convenience, but because there is increasing overlap between the sectors. CE connect to ICT and vice versa; televisions resemble computers; books are read on telephones; newspapers are written through clouds; and so on. Cultural forms and gadgets that were once separate are now linked. The currently fashionable notion of convergence doesn’t quite capture the vastness of this integration, which includes any object with a circuit board, scores of accessories that plug into it, and a global nexus of labor and environmental inputs and effects that produce and flow from it. In 2007, a combination of ICT/CE and media production accounted for between 2 and 3 percent of all greenhouse gases emitted around the world (“Gartner Estimates,”; International Telecommunication Union; Malmodin et al.). Between twenty and fifty million tonnes of electronic waste (e-waste) are generated annually, much of it via discarded cell phones and computers, which affluent populations throw out regularly in order to buy replacements. (Presumably this fits the narcissism of small differences that distinguishes them from their own past.) E-waste is historically produced in the Global North—Australasia, Western Europe, Japan, and the US—and dumped in the Global South—Latin America, Africa, Eastern Europe, Southern and Southeast Asia, and China. It takes the form of a thousand different, often deadly, materials for each electrical and electronic gadget. This trend is changing as India and China generate their own media detritus (Robinson; Herat). Enclosed hard drives, backlit screens, cathode ray tubes, wiring, capacitors, and heavy metals pose few risks while these materials remain encased. But once discarded and dismantled, ICT/CE have the potential to expose workers and ecosystems to a morass of toxic components. Theoretically, “outmoded” parts could be reused or swapped for newer parts to refurbish devices. But items that are defined as waste undergo further destruction in order to collect remaining parts and valuable metals, such as gold, silver, copper, and rare-earth elements. This process causes serious health risks to bones, brains, stomachs, lungs, and other vital organs, in addition to birth defects and disrupted biological development in children. Medical catastrophes can result from lead, cadmium, mercury, other heavy metals, poisonous fumes emitted in search of precious metals, and such carcinogenic compounds as polychlorinated biphenyls, dioxin, polyvinyl chloride, and flame retardants (Maxwell and Miller 13). The United States’ Environmental Protection Agency estimates that by 2007 US residents owned approximately three billion electronic devices, with an annual turnover rate of 400 million units, and well over half such purchases made by women. Overall CE ownership varied with age—adults under 45 typically boasted four gadgets; those over 65 made do with one. The Consumer Electronics Association (CEA) says US$145 billion was expended in the sector in 2006 in the US alone, up 13% on the previous year. The CEA refers joyously to a “consumer love affair with technology continuing at a healthy clip.” In the midst of a recession, 2009 saw $165 billion in sales, and households owned between fifteen and twenty-four gadgets on average. By 2010, US$233 billion was spent on electronic products, three-quarters of the population owned a computer, nearly half of all US adults owned an MP3 player, and 85% had a cell phone. By all measures, the amount of ICT/CE on the planet is staggering. As investigative science journalist, Elizabeth Grossman put it: “no industry pushes products into the global market on the scale that high-tech electronics does” (Maxwell and Miller 2). In 2007, “of the 2.25 million tons of TVs, cell phones and computer products ready for end-of-life management, 18% (414,000 tons) was collected for recycling and 82% (1.84 million tons) was disposed of, primarily in landfill” (Environmental Protection Agency 1). Twenty million computers fell obsolete across the US in 1998, and the rate was 130,000 a day by 2005. It has been estimated that the five hundred million personal computers discarded in the US between 1997 and 2007 contained 6.32 billion pounds of plastics, 1.58 billion pounds of lead, three million pounds of cadmium, 1.9 million pounds of chromium, and 632000 pounds of mercury (Environmental Protection Agency; Basel Action Network and Silicon Valley Toxics Coalition 6). The European Union is expected to generate upwards of twelve million tons annually by 2020 (Commission of the European Communities 17). While refrigerators and dangerous refrigerants account for the bulk of EU e-waste, about 44% of the most toxic e-waste measured in 2005 came from medium-to-small ICT/CE: computer monitors, TVs, printers, ink cartridges, telecommunications equipment, toys, tools, and anything with a circuit board (Commission of the European Communities 31-34). Understanding the enormity of the environmental problems caused by making, using, and disposing of media technologies should arrest our enthusiasm for them. But intellectual correctives to the “love affair” with technology, or technophilia, have come and gone without establishing much of a foothold against the breathtaking flood of gadgets and the propaganda that proclaims their awe-inspiring capabilities.[i] There is a peculiar enchantment with the seeming magic of wireless communication, touch-screen phones and tablets, flat-screen high-definition televisions, 3-D IMAX cinema, mobile computing, and so on—a totemic, quasi-sacred power that the historian of technology David Nye has named the technological sublime (Nye Technological Sublime 297).[ii] We demonstrate in our book why there is no place for the technological sublime in projects to green the media. But first we should explain why such symbolic power does not accrue to more mundane technologies; after all, for the time-strapped cook, a pressure cooker does truly magical things. Three important qualities endow ICT/CE with unique symbolic potency—virtuality, volume, and novelty. The technological sublime of media technology is reinforced by the “virtual nature of much of the industry’s content,” which “tends to obscure their responsibility for a vast proliferation of hardware, all with high levels of built-in obsolescence and decreasing levels of efficiency” (Boyce and Lewis 5). Planned obsolescence entered the lexicon as a new “ethics” for electrical engineering in the 1920s and ’30s, when marketers, eager to “habituate people to buying new products,” called for designs to become quickly obsolete “in efficiency, economy, style, or taste” (Grossman 7-8).[iii] This defines the short lifespan deliberately constructed for computer systems (drives, interfaces, operating systems, batteries, etc.) by making tiny improvements incompatible with existing hardware (Science and Technology Council of the American Academy of Motion Picture Arts and Sciences 33-50; Boyce and Lewis). With planned obsolescence leading to “dizzying new heights” of product replacement (Rogers 202), there is an overstated sense of the novelty and preeminence of “new” media—a “cult of the present” is particularly dazzled by the spread of electronic gadgets through globalization (Mattelart and Constantinou 22). References to the symbolic power of media technology can be found in hymnals across the internet and the halls of academe: technologies change us, the media will solve social problems or create new ones, ICTs transform work, monopoly ownership no longer matters, journalism is dead, social networking enables social revolution, and the media deliver a cleaner, post-industrial, capitalism. Here is a typical example from the twilight zone of the technological sublime (actually, the OECD): A major feature of the knowledge-based economy is the impact that ICTs have had on industrial structure, with a rapid growth of services and a relative decline of manufacturing. Services are typically less energy intensive and less polluting, so among those countries with a high and increasing share of services, we often see a declining energy intensity of production … with the emergence of the Knowledge Economy ending the old linear relationship between output and energy use (i.e. partially de-coupling growth and energy use) (Houghton 1) This statement mixes half-truths and nonsense. In reality, old-time, toxic manufacturing has moved to the Global South, where it is ascendant; pollution levels are rising worldwide; and energy consumption is accelerating in residential and institutional sectors, due almost entirely to ICT/CE usage, despite advances in energy conservation technology (a neat instance of the age-old Jevons Paradox). In our book we show how these are all outcomes of growth in ICT/CE, the foundation of the so-called knowledge-based economy. ICT/CE are misleadingly presented as having little or no material ecological impact. In the realm of everyday life, the sublime experience of electronic machinery conceals the physical work and material resources that go into them, while the technological sublime makes the idea that more-is-better palatable, axiomatic; even sexy. In this sense, the technological sublime relates to what Marx called “the Fetishism which attaches itself to the products of labour” once they are in the hands of the consumer, who lusts after them as if they were “independent beings” (77). There is a direct but unseen relationship between technology’s symbolic power and the scale of its environmental impact, which the economist Juliet Schor refers to as a “materiality paradox” —the greater the frenzy to buy goods for their transcendent or nonmaterial cultural meaning, the greater the use of material resources (40-41). We wrote Greening the Media knowing that a study of the media’s effect on the environment must work especially hard to break the enchantment that inflames popular and elite passions for media technologies. We understand that the mere mention of the political-economic arrangements that make shiny gadgets possible, or the environmental consequences of their appearance and disappearance, is bad medicine. It’s an unwelcome buzz kill—not a cool way to converse about cool stuff. But we didn’t write the book expecting to win many allies among high-tech enthusiasts and ICT/CE industry leaders. We do not dispute the importance of information and communication media in our lives and modern social systems. We are media people by profession and personal choice, and deeply immersed in the study and use of emerging media technologies. But we think it’s time for a balanced assessment with less hype and more practical understanding of the relationship of media technologies to the biosphere they inhabit. Media consumers, designers, producers, activists, researchers, and policy makers must find new and effective ways to move ICT/CE production and consumption toward ecologically sound practices. In the course of this project, we found in casual conversation, lecture halls, classroom discussions, and correspondence, consistent and increasing concern with the environmental impact of media technology, especially the deleterious effects of e-waste toxins on workers, air, water, and soil. We have learned that the grip of the technological sublime is not ironclad. Its instability provides a point of departure for investigating and criticizing the relationship between the media and the environment. The media are, and have been for a long time, intimate environmental participants. Media technologies are yesterday’s, today’s, and tomorrow’s news, but rarely in the way they should be. The prevailing myth is that the printing press, telegraph, phonograph, photograph, cinema, telephone, wireless radio, television, and internet changed the world without changing the Earth. In reality, each technology has emerged by despoiling ecosystems and exposing workers to harmful environments, a truth obscured by symbolic power and the power of moguls to set the terms by which such technologies are designed and deployed. Those who benefit from ideas of growth, progress, and convergence, who profit from high-tech innovation, monopoly, and state collusion—the military-industrial-entertainment-academic complex and multinational commandants of labor—have for too long ripped off the Earth and workers. As the current celebration of media technology inevitably winds down, perhaps it will become easier to comprehend that digital wonders come at the expense of employees and ecosystems. This will return us to Max Weber’s insistence that we understand technology in a mundane way as a “mode of processing material goods” (27). Further to understanding that ordinariness, we can turn to the pioneering conversation analyst Harvey Sacks, who noted three decades ago “the failures of technocratic dreams [:] that if only we introduced some fantastic new communication machine the world will be transformed.” Such fantasies derived from the very banality of these introductions—that every time they took place, one more “technical apparatus” was simply “being made at home with the rest of our world’ (548). Media studies can join in this repetitive banality. Or it can withdraw the welcome mat for media technologies that despoil the Earth and wreck the lives of those who make them. In our view, it’s time to green the media by greening media studies. References “A Cyber-House Divided.” Economist 4 Sep. 2010: 61-62. “Gartner Estimates ICT Industry Accounts for 2 Percent of Global CO2 Emissions.” Gartner press release. 6 April 2007. ‹http://www.gartner.com/it/page.jsp?id=503867›. Basel Action Network and Silicon Valley Toxics Coalition. Exporting Harm: The High-Tech Trashing of Asia. Seattle: Basel Action Network, 25 Feb. 2002. Benjamin, Walter. “Central Park.” Trans. Lloyd Spencer with Mark Harrington. New German Critique 34 (1985): 32-58. Biagioli, Mario. “Postdisciplinary Liaisons: Science Studies and the Humanities.” Critical Inquiry 35.4 (2009): 816-33. Boyce, Tammy and Justin Lewis, eds. Climate Change and the Media. New York: Peter Lang, 2009. Commission of the European Communities. “Impact Assessment.” Commission Staff Working Paper accompanying the Proposal for a Directive of the European Parliament and of the Council on Waste Electrical and Electronic Equipment (WEEE) (recast). COM (2008) 810 Final. Brussels: Commission of the European Communities, 3 Dec. 2008. Environmental Protection Agency. Management of Electronic Waste in the United States. Washington, DC: EPA, 2007 Environmental Protection Agency. Statistics on the Management of Used and End-of-Life Electronics. Washington, DC: EPA, 2008 Grossman, Elizabeth. Tackling High-Tech Trash: The E-Waste Explosion & What We Can Do about It. New York: Demos, 2008. ‹http://www.demos.org/pubs/e-waste_FINAL.pdf› Herat, Sunil. “Review: Sustainable Management of Electronic Waste (e-Waste).” Clean 35.4 (2007): 305-10. Houghton, J. “ICT and the Environment in Developing Countries: Opportunities and Developments.” Paper prepared for the Organization for Economic Cooperation and Development, 2009. International Telecommunication Union. ICTs for Environment: Guidelines for Developing Countries, with a Focus on Climate Change. Geneva: ICT Applications and Cybersecurity Division Policies and Strategies Department ITU Telecommunication Development Sector, 2008. Malmodin, Jens, Åsa Moberg, Dag Lundén, Göran Finnveden, and Nina Lövehagen. “Greenhouse Gas Emissions and Operational Electricity Use in the ICT and Entertainment & Media Sectors.” Journal of Industrial Ecology 14.5 (2010): 770-90. Marx, Karl. Capital: Vol. 1: A Critical Analysis of Capitalist Production, 3rd ed. Trans. Samuel Moore and Edward Aveling, Ed. Frederick Engels. New York: International Publishers, 1987. Mattelart, Armand and Costas M. Constantinou. “Communications/Excommunications: An Interview with Armand Mattelart.” Trans. Amandine Bled, Jacques Guot, and Costas Constantinou. Review of International Studies 34.1 (2008): 21-42. Mattelart, Armand. “Cómo nació el mito de Internet.” Trans. Yanina Guthman. El mito internet. Ed. Victor Hugo de la Fuente. Santiago: Editorial aún creemos en los sueños, 2002. 25-32. Maxwell, Richard and Toby Miller. Greening the Media. New York: Oxford University Press, 2012. Nye, David E. American Technological Sublime. Cambridge, Mass.: MIT Press, 1994. Nye, David E. Technology Matters: Questions to Live With. Cambridge, Mass.: MIT Press. 2007. Orwell, George. “As I Please.” Tribune. 12 May 1944. Richtel, Matt. “Consumers Hold on to Products Longer.” New York Times: B1, 26 Feb. 2011. Robinson, Brett H. “E-Waste: An Assessment of Global Production and Environmental Impacts.” Science of the Total Environment 408.2 (2009): 183-91. Rogers, Heather. Gone Tomorrow: The Hidden Life of Garbage. New York: New Press, 2005. Sacks, Harvey. Lectures on Conversation. Vols. I and II. Ed. Gail Jefferson. Malden: Blackwell, 1995. Schiller, Herbert I. Information and the Crisis Economy. Norwood: Ablex Publishing, 1984. Schor, Juliet B. Plenitude: The New Economics of True Wealth. New York: Penguin, 2010. Science and Technology Council of the American Academy of Motion Picture Arts and Sciences. The Digital Dilemma: Strategic Issues in Archiving and Accessing Digital Motion Picture Materials. Los Angeles: Academy Imprints, 2007. Weber, Max. “Remarks on Technology and Culture.” Trans. Beatrix Zumsteg and Thomas M. Kemple. Ed. Thomas M. Kemple. Theory, Culture [i] The global recession that began in 2007 has been the main reason for some declines in Global North energy consumption, slower turnover in gadget upgrades, and longer periods of consumer maintenance of electronic goods (Richtel). [ii] The emergence of the technological sublime has been attributed to the Western triumphs in the post-Second World War period, when technological power supposedly supplanted the power of nature to inspire fear and astonishment (Nye Technology Matters 28). Historian Mario Biagioli explains how the sublime permeates everyday life through technoscience: "If around 1950 the popular imaginary placed science close to the military and away from the home, today’s technoscience frames our everyday life at all levels, down to our notion of the self" (818). [iii] This compulsory repetition is seemingly undertaken each time as a novelty, governed by what German cultural critic Walter Benjamin called, in his awkward but occasionally illuminating prose, "the ever-always-the-same" of "mass-production" cloaked in "a hitherto unheard-of significance" (48).

It is the same spectacle all over the Western world: whenever delegates gather to discuss the development and consequences of new media technologies, a handful of people among them will stand out from the crowd, and somehow seem not quite to fit in with the remaining assortment of techno-evangelists, Internet ethnographers, multimedia project leaders, and online culture critics. At some point in the proceedings, they'll get to the podium and hold a talk on their ideas for the future of copyright protection and intellectual property (IP) rights in the information age; when they are finished, the reactions of the audience typically range from mild "what was that all about?" amusement to sheer "they haven't got a clue" disbelief. Spare a thought for copyright lawyers; they're valiantly fighting a losing battle. Ever since the digitalisation and networking of our interpersonal and mass media made information transmission and duplication effortless and instantaneous, they've been trying to come up with ways to uphold and enforce concepts of copyright which are fundamentally linked to information as bound to physical objects (artifacts, books, CDs, etc.), as Barlow has demonstrated so clearly in "Selling Wine without Bottles". He writes that "copyright worked well because, Gutenberg notwithstanding, it was hard to make a book. ... Books had material surfaces to which one could attach copyright notices, publisher's marques, and price tags". If you could control the physical media which were used to transmit information (paper, books, audio and video tapes, as well as radio and TV sets, or access to cable systems), you could control who made copies when and where, and at what price. This only worked as long as the technology to make copies was similarly scarce, though: as soon as most people learnt to write, or as faxes and photocopiers became cheaper, the only real copyright protection books had was the effort that would have to be spent to copy them. With technology continuously advancing (perhaps even at accellerating pace), copyright is soon becoming a legal fiction that is losing its link to reality. Indeed, we are now at a point where we have the opportunity -- the necessity, even -- to shift the fictional paradigm, to replace the industrial-age fiction of protective individual copyright with an information-age fiction of widespread intellectual cooperation. As it becomes ever easier to bypass and ignore copyright rules, and as copyright thus becomes ever more illusionary, this new fiction will correspondingly come ever closer to being realised. To Protect and to ... Lose Today, the lawyers' (and their corporate employers') favourite weapon in their fight against electronic copyright piracy are increasingly elaborate protection mechanisms -- hidden electronic signatures to mark intellectual property, electronic keys to unlock copyrighted products only for legitimate users (and sometimes only for a fixed amount of time or after certain licence payments), encryption of sensitive information, or of entire products to prevent electronic duplication. While the encryption of information exchanges between individuals has been proven to be a useful deterrent against all but the most determined of hackers, it's interesting to note that practically no electronic copyright protection mechanism of mass market products has ever been seen to work. However good and elaborate the protection efforts, it seems that as long as there is a sufficient number of interested consumers unwilling to pay for legitimate access, copy protections will be cracked eventually: the rampant software piracy is the best example. On the other hand, where copy protections become too elaborate and cumbersome, they end up killing the product they are meant to protect: this is currently happening in the case of some of the pay-per-view or limited-plays protection schemes forced upon the U.S. market for Digital Versatile Discs (DVDs). The eventual failure of such mechanisms isn't a particularly recent observation, even. When broadcast radio was first introduced in Australia in 1923, it was proposed that programme content should be protected (and stations financed) by fixing radio receivers to a particular station's frequency -- by buying such a 'sealed set' receiver you would in effect subscribe to a station and acquire the right to receive the content it provided. Never known as uninventive, those Australians who this overprotectiveness didn't completely put off buying a receiver (radio was far from being a proven mass medium at the time, after all) did of course soon break the seal, and learnt to adjust the frequency to try out different stations -- or they built their own radios from scratch. The 'sealed set' scheme was abandoned after only nine months. Even with the development of copy protection schemes since the 1920s, a full (or at least sufficiently comprehensive) protection of intellectual property seems as unattainable a fiction as it was then. Protection and copying technology are never far apart in development anyway, but even more fundamentally, the protected products are eventually meant to be used, after all. No matter how elaborately protected a CD, a video, or a computer programme is, it will still have to be converted into sound waves, image information, or executable code, and at that level copying will still remain possible. In the absence of workable copy protection, however, copies will be made in large amounts -- even more so since information is now being spread and multiplied around the globe virtually at the speed of light. Against this tide of copies, any attempts to use legislation to at least force the payment of royalties from illegitimate users are also becoming increasingly futile. While there may be a few highly publicised court cases, the multitude of small transgressions will remain unanswered. This in turn undermines the equality before the law that is a basic human right: increasingly, the few that are punished will be able to argue that, if "everybody does it", to single them out is highly unfair. At the same time, corporate efforts to uphold the law may be counterproductive: as Barlow writes, "against the swift tide of custom, the Software Publishers' current practice of hanging a few visible scapegoats is so obviously capricious as to only further diminish respect for the law". Quite simply, their legal costs may not be justified by the results anymore. Abandoning Copyright Law If copyright has become a fiction, however -- one that is still, despite all evidence, posited as reality by the legal system --, and if the makeup of today's electronic media, particularly the Internet, allow that fiction to be widely ignored and circumvented in daily practice -- despite all corporate legal efforts --, how is this disparity between law and reality to be solved? Barlow offers a clear answer: "whenever there is such profound divergence between the law and social practice, it is not society that adapts". He goes on to state that it may well be that when the current system of intellectual property law has collapsed, as seems inevitable, that no new legal structure will arise in its place. But something will happen. After all, people do business. When a currency becomes meaningless, business is done in barter. When societies develop outside the law, they develop their own unwritten codes, practices, and ethical systems. While technology may undo law, technology offers methods for restoring creative rights. When William Gibson invented the term 'cyberspace', he described it as a "consensual hallucination" (67). As the removal of copyright to the realm of the fictional has been driven largely by the Internet and its 'freedom of information' ethics, perhaps it is apt to speak of a new approach to intellectual property (or, with Barlow, to 'creative rights') as one of consensual, collaborative use of such property. This approach is far from being fully realised yet, and must so for now remain fiction, too, but it is no mere utopian vision -- in various places, attempts are made to put into place consensual schemes of dealing with intellectual property. They also represent a move from IP hoarding to IP use. Raymond speaks of the schemes competing here as the 'cathedral' and the 'bazaar' system. In the cathedral system, knowledge is tightly controlled, and only the finished product, "carefully crafted by individual wizards or small bands of mages working in splendid isolation" (1), is ever released. This corresponds to traditional copyright approaches, where company secrets are hoarded and locked away (sometimes only in order to keep competitors from using them), and breaches punished severely. The bazaar system, on the other hand, includes the entire community of producers and users early on in the creative process, up to the point of removing the producer/user dichotomy altogether: "no quiet, reverent cathedral-building here -- rather, ... a great babbling bazaar of differing agendas and approaches ... out of which a coherent and stable system could seemingly emerge only by a succession of miracles", as Raymond admits (1). The Linux 'Miracle' Raymond writes about one such bazaar-system project which provides impressive proof that the approach can work, however: the highly acclaimed Unix-based operating system Linux. Instigated and organised by Finnish programmer Linus Torvalds, this enthusiast-driven, Internet-based development project has achieved more in less than a decade than what many corporate developers (Microsoft being the obvious example) can do in thrice that time, and with little financial incentive or institutional support at that. As Raymond describes, "the Linux world behaves in many respects like a free market or an ecology, a collection of selfish agents attempting to maximise utility which in the process produces a self-correcting spontaneous order more elaborate and efficient than any amount of central planning could achieve" (10). Thus, while there is no doubt that individual participants will eventually always also be driven by selfish reasons, there is collaboration towards the achievement of communal goals, and a consensus about what those goals are: "while coding remains an essentially solitary activity, the really great hacks come from harnessing the attention and brainpower of entire communities. The developer who uses only his or her own brain in a closed project is going to fall behind the developer who knows how to create an open, evolutionary context in which bug-spotting and improvements get done by hundreds of people" (Raymond 10). It is obvious that such collaborative projects need a structure that allows for the immediate participation of a large community, and so in the same way that the Internet has been instrumental in dismantling traditional copyright systems, it is also a driving factor in making these new approaches possible: "Linux was the first project to make a conscious and successful effort to use the entire world as its talent pool. I don't think it's a coincidence that the gestation period of Linux coincided with the birth of the World Wide Web, and that Linux left its infancy during the same period in 1993-1994 that saw the takeoff of the ISP industry and the explosion of mainstream interest in the Internet. Linus was the first person who learned how to play by the new rules that pervasive Internet made possible" (Raymond 10). While some previous collaborative efforts exist (such as shareware schemes, which have existed ever since the advent of programmable home computers), their comparatively limited successes underline the importance of a suitable communication medium. The success of Linux has now begun to affect corporate structures, too: informational material for the Mozilla project, in fact, makes direct reference to the Linux experience. On the Net, Mozilla is as big as it gets -- instituted to continue development of Netscape Communicator-based Web browsers following Netscape's publication of the Communicator source code, it poses a serious threat to Microsoft's push (the legality of which is currently under investigation in the U.S.) to increase marketshare for its Internet Explorer browser. Much like Linux, Mozilla will be a collaborative effort: "we intend to delegate authority over the various modules to the people most qualified to make decisions about them. We intend to operate as a meritocracy: the more good code you contribute, the more responsibility you will be given. We believe that to be the only way to continue to remain relevant, and to do the greatest good for the greatest number" ("Who Is Mozilla.org?"), with the Netscape corporation only one among that number, and a contributor amongst many. Netscape itself intends to release browsers based on the Mozilla source code, with some individual proprietary additions and the benefits corporate structures allow (printed manuals, helplines, and the like), but -- so it seems -- it is giving up its unlimited hold over the course of development of the browser. Such actions afford an almost prophetic quality to Barlow's observation that "familiarity is an important asset in the world of information. It may often be the case that the best thing you can do to raise the demand for your product is to give it away". The use of examples from the computer world should not be seen to mean that the consensual, collaborative use of intellectual property suggested here is limited only to software -- it is, however, no surprise that a computer-based medium would first be put to use to support computer-based development projects. Producers and artists from other fields can profit from networking with their peers and clients just as much: artists can stay in touch with their audience and one another, working on collaborative projects such as the brilliant Djam Karet CD Collaborator (see Taylor's review in Gibraltar), professional interest groups can exchange information about the latest developments in their field as well as link with the users of their products to find out about their needs or problems, and the use of the Net as a medium of communication for academic researchers was one of its first applications, of course. In many such cases, consensual collaboration would even speed up the development process and help iron out remaining glitches, beating the efforts of traditional institutions with their severely guarded intellectual property rights. As Raymond sees it, for example, "no commercial developer can match the pool of talent the Linux community can bring to bear on a problem", and so "perhaps in the end the free-software culture will triumph not because cooperation is morally right or software 'hoarding' is morally wrong ... , but simply because the commercial world cannot win an evolutionary arms race with free-software communities that can put orders of magnitude more skilled time into a problem" (10). Realising the Fiction There remains the problem that even the members of such development communities must make a living somehow -- a need to which their efforts in the community not only don't contribute, but the pursuit of which even limits the time available for the community efforts. The apparent impossibility of reconciling these two goals has made the consensual collaborative approach appear little more than a utopian fiction so far, individual successes like Linux or (potentially) Mozilla notwithstanding. However, there are ways of making money from the communal work even if due to the abolition of copyright laws mere royalty payments are impossible -- as the example of Netscape's relation to the Mozilla project shows, the added benefits that corporate support can bring will still seem worth paying for, for many users. Similarly, while music and artwork may be freely available on the Net, many music fans will still prefer to get the entire CD package from a store rather than having to burn the CD and print the booklet themselves. The changes to producer/user relations suggested here do have severe implications for corporate and legal structures, however, and that is the central reason why particularly the major corporate intellectual property holders (or, hoarders) and their armies of lawyers are engaged in such a fierce defensive battle. Needless to say, the changeover from the still-powerful fiction of enforcible intellectual property copyrights to the new vision of open, consensual collaboration that gives credit for individual contributions, but has no concept of an exclusive ownership of ideas, will not take place overnight. Intellectual property will continue to be guarded, trade secrets will keep being kept, for some time yet, but -- just as is the case with the established practice of patenting particular ideas just so competitors can't use them, but without ever putting them to use in one's own work -- eventually such efforts will prove to be self-defeating. Shutting one's creative talents off in a quiet cathedral will come to be seen as less productive than engaging in the creative cooperation occuring in the global bazaar, and solitary directives of central executives will be replaced by consensual decisions of the community of producers and users. As Raymond points out, "this is not to say that individual vision and brilliance will no longer matter; rather, ... the cutting edge ... will belong to people who start from individual vision and brilliance, then amplify it through the effective construction of voluntary communities of interest" (10). Such communal approaches may to some seem much like communism, but this, too, is a misconception. In fact, in this new system there is much more exchange, much more give and take going on than in the traditional process of an exchange of money for product between user and producer -- only the currency has changed. "This explains much of the collective 'volunteer' work which fills the archives, newsgroups, and databases of the Internet. Its denizens are not working for 'nothing,' as is widely believed. Rather they are getting paid in something besides money. It is an economy which consists almost entirely of information" (Barlow). And with the removal of the many barriers to the free flow of information and obstacles to scientific and artistic development that traditional copyright has created, the progress of human endeavour itself is likely to be sped up. In the end, then, it all comes down to what fictions we choose to believe or reject. In the light of recent developments, and considering the evidence that suggests the viability, even superiority of alternative approaches, it is becoming increasingly hard to believe that traditional copyright can, and much less, should be sustained. Other than the few major copyright holders, few stand to gain from upholding these rights. On the other hand, were we to lift copyright restrictions and use the ideas and information thus made available freely in a cooperative, consensual, and most of all productive way, we all might profit. As various projects have shown, that fiction is already in the process of being realised. References Barlow, John Perry. "Selling Wine without Bottles: The Economy of Mind on the Global Net." 1993. 26 Jan. 1999 <www.eff.org/pub/Publications/John_Perry_Barlow/HTML/idea_economy_article.php>. Gibson, William. Neuromancer. London: HarperCollins, 1984. Raymond, Eric S. "The Cathedral and the Bazaar." 1998. 26 Jan. 1999 <http://www.redhat.com/redhat/cathedral-bazaar/cathedral-bazaar.php>. Taylor, Mike. "Djam Karet, Jeff Greinke, Tim Song Jones, Nick Peck, Kit Watkins." Gibraltar 5.12 (22 Apr. 1995). 10 Feb. 1999 <http://www.progrock.net/gibraltar/issues/Vol5.Iss12.htm>. "Who Is Mozilla.org?" Mozilla.org Website. 1998. 26 Jan. 1999 <http://www.mozilla.org/about.php>. Citation reference for this article MLA style: Axel Bruns. "The Fiction of Copyright: Towards a Consensual Use of Intellectual Property." M/C: A Journal of Media and Culture 2.1 (1999). [your date of access] <http://www.uq.edu.au/mc/9902/copy.php>. Chicago style: Axel Bruns, "The Fiction of Copyright: Towards a Consensual Use of Intellectual Property," M/C: A Journal of Media and Culture 2, no. 1 (1999), <http://www.uq.edu.au/mc/9902/copy.php> ([your date of access]). APA style: Axel Bruns. (1999) The fiction of copyright: towards a consensual use of intellectual property. M/C: A Journal of Media and Culture 2(1). <http://www.uq.edu.au/mc/9902/copy.php> ([your date of access]).

In an interview, which was originally published in 1975 in Dialectiques, French philosopher Luce Irigaray was asked about her claim that there is a ‘feminine’ style of writing which can be traced in language. She replied that women’s discourse needed to be listened for outside of the readymade grids that we have already inherited, that a new way of listening and understanding language was needed: In other words, the issue is not one of elaborating a new theory of which women would be the subject or the object, but of jamming the theoretical machinery itself, of suspending its pretension to the production of a truth and of a meaning that are excessively univocal. Which presupposes that women do not aspire simply to be men’s equals in knowledge. (Irigaray 78) She goes on to suggest that a female writing, or écriture féminine, is a style marked by disruptive excess, which goes off, as she does, in all directions, which is reminiscent of female sexuality, a style that ‘resists and explodes every firmly established form, figure, idea or concept’ (79). While écriture féminine was part of the feminist debates of the 1980s, this was also a style in which Irigaray wrote and was deeply appealing to me in the early 1990s as a doctoral student. I was bravely reading ‘French’ theory, French feminist theory, in a remote regional university in tropical Queensland in the far north of Australia, in the humidity and the sweat and the saltwater. I read by the university swimming pool, so add chlorine to that. Reading French feminist theory in the tropics was like greasing the machinery, gearing my brain into some intellectual engagement that counteracted the lethargy of the body in heat. Jamming the machinery has remained an appealing phrase partially because of its disruptive tenancy but also because of a pervasive image that never ceases to haunt me: of jam all over the machinery. The machine I imagine being jammed is a printing press, a massive machine that generates words, texts, theory. It’s a dirty black metal giant. The jam is strawberry: pink and glassy with bits of pieces held in suspension amid the transparent spread, remnants of another organic lifetime. The stickiness of the jam on the cold steal is appealing, and the idea of food bringing down a machine is somehow deeply satisfying. In the end, the quotidian rules; everyday domesticity overwhelms modernist industrialisation. Jam in the machinery shifts the focus from the noisy, dirty, gruesome conditions of the workers who risk catching a digit or an arm in the conveyer and being dragged along after it, to a more subversive agent: jam. If the former imagines the soft flesh of corporeality gobbled up by the greedy capitalist machine in a struggle for control, then the latter values the fleshy red substance that insinuates itself between the mettle of work culture. On reflection, though, the machinery of my imagination is archaic, industrial, modernist. Printing presses are the stuff of museums now that there is digital technology. It is actually difficult to insert jam between binaries, somewhere between the keyboard and the printer, the zeros and ones. Irigaray’s metaphoric jam comes into its own with digitisation, so that its tempting literal image is wiped clean (deleted) in favour of a radical metaphoricity that comes into jamming the theoretical machinery itself, the machinations of capitalism, consumerism, patriarchy and colonisation. Only last week I was teaching students about culture jamming, about consumers-as-producers and citizen-journalists as the tools of production multiply and become affordable, and desirable. There’s no need to make jam, when jam is a verb. Neither subject nor object, jam escapes the grammatical grids and oozes over the side of language. But the effectiveness of the verb is haunted by its affect as noun. It’s slippery, jam, and delicious. On toast on a rainy day. Toast and marmalade for tea, sailing ships upon the sea. ‘It’s comfort food’, says the domestic goddess, and we believe her while we’re sweating under the fans, going to the little radiator-toaster to warm our bread. Buying jam at school fetes and markets reminds us of a time when there was ‘time’. It’s an excess of domesticity, a gift of bottled loving kindness. It is reading French feminists in the tropics: slippery, delicious, a bit of a treat. And sticky. The machinery Irigaray refers to in the heyday of theory is the very stuff of representation, writing, knowledge and univocal truths. It is the upstanding and unbending patriarchal academy, embodied in the voice of the male professor pronouncing and professing, or the psychoanalyst seeing himself re/produced in theory. To stage his downfall, Irigaray performs a more slippery trick, a counter-strategy sourced in the bodies of women: l’écriture féminine. Writing is produced through the lived experience of being socially positioned as (among other things) women, so those effects will be inscribed in what is written, she argues. Writing as a woman, rather than through the narrative machinery of patriarchy, is a style: a disruption to conventional reading and representational practices that resists the steely authority of linearity and logic arguing instead from subjective and historical specificity. It’s the jam of theory, having to locate yourself in your writing. Which is all very well, as a young white woman in Australia imagining philosophy in France (I buy croissants and brew coffee and play Grace Jones when I’m writing). In Vicennes at the Ecole Freudienne de Paris, though, Irigaray is spectacularly ejected after her second doctoral dissertation, Speculum of the Other Woman. She rejects the theories of the Father, upsets the dominance of the phallus in psychoanalysis, in writing. She wipes jam all over herself, over their texts. And Jacques Lacan is not amused. She jammed up that opportunity, but made others. Irigaray prefers to idolise fluids rather than firmness, movement from one slippery form to another in writing and in theory: strawberry to jam, jam to machinery, woman to theory. Dreaming of making such a rebellious impact in the shimmering hot world around me, I take up Irigaray’s call to arms and write myself into my text, proliferating voices and lips, sexualities and discursive grids. But how excessive can a girl be writing a PhD? Playing around the edges, opening up gaps and pockets for extracurricular discourse, and modelling narrative on doubleness if not duplicity rather than phallic univocality takes a lot of energy. It gets sticky. The weather, the thesis, the whole jam thing. I’m in a pickle when I want to be in a jam. Sticky strawberry jam, like the blossoming mouths of prickly roses rimmed with glossed lips, like the voices of feminism in the 1980s. In Western Australia where I now live, the acacia trees blossom twice a year, in autumn and spring. There’s an abundant species called Acacia acuminata that’s known as ‘raspberry jam’ because of the smell when the wood is freshly cut. Qué? References Luce Irigaray. This Sex Which Is Not One. Trans. Catherine Porter with Carolyn Burke. Ithaca: Cornell UP, 1985. Citation reference for this article MLA Style Bartlett, Alison. "‘Irigaray Makes Jam’." M/C Journal 9.6 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0612/07-bartlett.php>. APA Style Bartlett, A. (Dec. 2006) "‘Irigaray Makes Jam’," M/C Journal, 9(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0612/07-bartlett.php>.

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

Russell Belk,in an amazing 1995 essay on consumption (where 22 of the 38 pages are references, demonstrating hyper-consumption in action), argues that the 1990s heralded a new understanding of consumer behaviour. In the shifting paradigm identified by Belk, the analytical focus of consumer behaviour research became translated from 'Economic/Psychological' to 'Sociological/Anthropological', and from a 'Focus on buying' to a 'Focus on consuming' (61). This made intuitive sense in a world of postmodern marketing (Brown), and it re-enforced an idea that had been put forward by Dallas Smythe that audiences are sold to advertisers . The value of an audience lies in its potential to consume, and Virginia Nightingale subsequently explored this dynamic in her argument that consumption is work: "It is because of the relationship between advertising and television that watching television is work. Watching television is a leisure activity in the pursuit of which viewers are asked to lose themselves, to blur the distinctions between reality and fantasy. They are asked to forget that watching television is also work, to see television advertisements not as a continual reminder of the work of purchasing, but as entertainment. They are asked to believe that what they see on television is what they want to see, specially selected to please them." (33-4) Nightingale had previously argued that consumption in the domestic context was not only work, but quintessentially women'swork: Commercial television is an integral part of the modern shopping world. In this age of image advertising, it is from television that the meanings of brands are learned. If women learned to shop in the nineteenth century, they had to be taught to shop for others in the twentieth. The unpredictable woman of the nineteenth century had to be transformed into predictable, programmable 'Mum' one hundred years later. The branding of food commodities and the establishment of television as an efficient system of brand information assisted a change in the mode of address of the shopping world to women purchasers. In the cut-price world of the 50s and 60s seduction was out and value was in. In a shopping world of comparable brands, Mum has to learn not only the meaning, the lifestyle connotations of branded products from television advertising, but their meanings for the members of the family destined to consume her purchases (33). This way of looking at the world although illuminating begged the question as to an appropriate definition of work. Why did watching television seem so much less like work than, say, typing an article, or working as a waiter? Staying alive breathing, metabolising requires work at some level; what differentiates the 'going to work' side of working: and how does this relate to a consumer society which (as Belk identifies) increasingly involves an emphasis upon consumption rather than production? Greg Hearn, Tom Mandeville and David Anthony estimate that "consumption now accounts for about 60 per cent of GDP ... mass communication, advertising and the consumer economy form a nexus that is centrally implicated in the operation of Western societies" (104). They go on to argue that the "central assertion of postmodern views of consumption is that social identity can be interpreted as a function of consumption" (106). Citing Lunt and Livingstone, Hearn et al. suggest that "fuelled by their ability to modify and process the building blocks of identity (images, visual codes, phrases and ideas), our current mass media, via identity construction, have expanded consumption in advanced industrial societies" (107). Identity construction, however, is a given of existence it is impossible to live without some kind of identity, and impossible to adopt an identity in a vacuum, with no relationship to the social world in which the individual lives. Given that identity-construction is a necessity of existence, and will also necessarily reflect an individual's social practices and their consumption characteristics, can it be seen as 'work'? (And, if not, why not?) One way this problem can be investigated is through changes in work patterns in contemporary societies. Among the most dramatic socio-economic developments of the past two generations has been the changing role of women in the workforce. Some women still in employment are members of the generation which, as recently as the 1960s, were obliged to surrender their jobs upon marriage. Many were subsequently re-employed on a casual basis, but others were unable to resume a career of any sort given that they now had 'family responsibilities' (even if that 'family responsibility' was their spouse alone). The reason behind the compulsory female resignations was the patriarchal view that it was the husband's role to provide financially for his wife. For a married woman to hold a job was akin to double dipping the job was there to support a woman who had no husband to support her; or for a man with a wife (and sometimes other family) to provide for. When women successfully campaigned against this discriminatory practice, and later in favour of equal pay for equal work, the ultimate result was that the real wages of men fell. Two-income families do not earn twice a 'living' wage; they earn a living wage between them. The advent of equal pay for women means that only a small proportion of women (or men) have the choice of making domestic and community-based unwaged labour the focus of their daily life, without the effect of this choice being a much smaller financial engagement in consumer society. The gender dimension to money-earning remains considerable, even in this age of equal opportunity legislation. In particular, the 'wages for housework' campaign has been all but lost over the past thirty years. Further, although it is now unlawful for women to receive less money than their male counterparts for equal work, women's average pay continues to lag significantly behind that of men (WEL). This is one way of demonstrating that traditional women's work tends to be less well paid than men's work. Nursing, teaching and office work all remain low-paid compared with executive occupations, although compulsory post-schooling study requirements might be higher in the female areas. And it is commonplace to note that in traditionally female occupations (like primary school teaching) although males might be out-numbered 5:1 it tends to be a man who gets promoted. (Less a case of the glass ceiling: more a case of the invisible escalator.) In capitalist societies, the original source of monetary wealth lies in power the power to control labour/work for the profit of an individual other than the labourer. This is a hangover from feudal agrarianism, and a precursor to the information age (Bell). In all human society, power confers advantage, including the capacity to direct the work of others. While this was true of the feudal lord, the merchant prince and the early industrialist, it achieved its purest form with the introduction of monetary rewards for labour. Frederic Jameson (77) comments that: "technology may well serve as adequate shorthand to designate that enormous properly human and anti-natural power of dead human labour stored up in our machinery, an alienated power, what Sartre calls the counterfinality of the practico-inert, which turns back on and against us in unrecognizable forms and seems to constitute the massive dystopian horizon of our collective as well as our individual praxis." What Jameson says of technology in general would be equally true of the particular technology of money. Accumulated capital, and its constituent parts of coins, notes, currencies and data sets represents 'dead human labour', in the sense of work expended in the past in the production of goods and services. It is this stored human labour which buys the carrots, or the magazine subscription, and which represents an exchange for the time and energy that would have been required to grow the carrots, or produce the magazine. Similarly, the income paid to the carrot-grower, the journalist, the designer and the advertiser represents to them a distilled recompense for their work. Arguably, the energy that produced the labour for which one is paid is 'dead' energy controlled by another and exchanged for money. At an individual level, the roles played in the personaeof a person earning money, or a person spending money (a common indication of consumption) are very different: with the role of the person earning money much more circumscribed. Joshua Meyrowitz (29-31) spends some time in explaining Goffman's analysis of the roles of the waiter, using metaphors from drama of front/back region/stage: Waiters for example are in a front region when they serve people in a restaurant dining room. In the front region waiters are usually polite and respectful. Their appearance and manner is one of cleanliness and efficiency. They do not enter into the dinner conversations of restaurant patrons. They do not comment on their customers' eating habits or table manners. They rarely, if ever, eat while in the sight of patrons. When waiters step from the dining room into the kitchen, however, they suddenly cross a line between the onstage and backstage areas. In the kitchen waiters are in an area which is hidden from the audience and they share this area with others who perform the same or similar roles vis-a-vis the audience. Here, then, waiters may make remarks to each other about the 'strange behaviour of the people at table seven', they may imitate a customer, or give advice to a 'rookie' on methods of getting big tips. In the kitchen food may be handled and discussed with somewhat less respect than in the dining room, and waiters may 'get out of costume' or sit in a sloppy position with their feet up on a counter... We expect to be treated differently in a restaurant than in a doctor's office. We expect the doctor to appear confident, concerned, patient and professional and slightly superior. We expect a waitress to be efficient, respectful and nonintrusive. And we demand these differences in 'character' even if the waitress is a student earning her way through medical school. This analysis indicates that where behaviour is related to money where a person is paid to fulfil a role; the production of the goods or services the behaviour is more constrained and circumscribed by the expectations of the employer/consumer. The behaviour of people who are paying for a service, whose intention is to consume, is the least constrained. It may be that Kerry Packer has awful table manners, but few restauranteurs would fail to be pleased to see him walking through their door. At the level of the individual producer/consumer in consumer societies, money is seen to exert decisive control in the lives of workers. Is it possible to think of a better, less obviously coercive way to get people into cars, and onto freeways and clocking into the office on such a regular, reliable basis: other than their being paid to do so? American academic Camille Paglia does not think so: "Capitalism, whatever its problems, remains the most efficient economic mechanism yet devised to bring the highest quality of life to the greatest number... Because I have studied the past, I know that, in America and under capitalism, I am the freest woman in history" (Menand 27). Paglia obviously considers herself sufficiently well paid. Since access to money limits access to goods, to some experiences and to travel, money is a potent incentive to behave in a way that is rewarded by society. Even so, not everyone is able to exhibit the work behaviour that social systems are most inclined to reward. The stresses of unemployment lie in its curtailing of options; in its implications for health, housing, leisure, and educational opportunities; and in the fact that the need to get more money monopolises the time of the unemployed. The old adage 'time is money' is only partly true. In some respects the two share an inverse relationship: 'free' time is inversely related to money. For the vast majority of the population, the opportunity to convert work/labour into money significantly limits the time available in which to enjoy consuming the rewards for their labours. When people have 'free' time, it is frequently because the opportunity to earn money by the production of goods and services is absent. Consequently possible consumption activities are also severely limited. There are no hard and fast rules in Jameson's late capitalist society, but the general case might be that we are paid to produce goods, services and information through our controlled work, while consumption is generally constructed as a voluntary activity. It is partly that voluntariness which implicates consumption in identity construction, makes it an expression of individual difference, and renders it potentially pleasurable. Arguably, however, the voluntary nature of consumption together with the impossibility of notconsuming prevents it from being categorised unambiguously as 'work'. The relationship of work to money helps explain why it may be work to watch television, but it's a different kind of work from that performed at the Coles check-out. Identity-construction may be a major consumer project using raw materials provided by the mass media, but it is not work we're paid to do. No-one else is prepared to use their stored labour to recompense us for our everyday work as non-professional television viewers, or for our project of self-individuation as expressed through the production of our personal identity. References Belk, Russell. "Studies in the New Consumer Behaviour." Acknowledging Consumption: A Review of New Studies. Ed. D. Miller. London: Routledge, 1995. 58-95. Bell, Daniel. The Coming of the Post-Industrial Society. Rev. ed. New York: Basic Books, 1999. Brown, Stephen. Postmodern Marketing. London: Routledge, 1995. Goffman, Erving. Frame Analysis: An Essay on the Organisation of Experience. New York: Harper and Row, 1974. Hearn, Greg, Tom Mandeville and David Anthony. The Communication Superhighway: Social and Economic Change in the Digital Age. Sydney: Allen & Unwin, 1997. Jameson, Frederic. "Postmodernism, or the Cultural Logic of Late Capitalism." New Left Review146 (1984): 53-92. Lunt, Peter, and Sonia Livingstone. Mass Consumption and Personal Identity: Everyday Economic Experience. Milton Keynes: Open UP, 1992. Menand, Louis. "Sexual Politics with Snap, Crackle and Pure Paglian Pop." The Australian3 Feb. 1993: 27. Meyrowitz, Joshua. No Sense of Place. New York: Oxford UP, 1995. Nightingale, Virginia. "Women as Audiences." Television and Women's Culture: The Politics of the Popular. Ed. M.-E. Brown. Sydney: Currency Press, 1990. 25-36. Smythe, Dallas. Dependency Road. New Jersey: Ablex, 1981. WEL. 12 Nov. 2001 <http://www.wel.org.au/policy/00pol1.htm>. Links http://www.wlu.ca/~wwwpress/jrls/cjc/BackIssues/17.4/melody.html http://www.onemoreweb.com/soapbox/paglia.html http://www.wel.org.au/policy/00pol1.htm http://www.business.utah.edu/~mktrwb/ http://prelectur.stanford.edu/lecturers/jameson/ Citation reference for this article MLA Style Green, Lelia. "The Work of Consumption: Why Aren't We Paid?" M/C: A Journal of Media and Culture 4.5 (2001). [your date of access] < http://www.media-culture.org.au/0111/Green.xml >. Chicago Style Green, Lelia, "The Work of Consumption: Why Aren't We Paid?" M/C: A Journal of Media and Culture 4, no. 5 (2001), < http://www.media-culture.org.au/0111/Green.xml > ([your date of access]). APA Style Green, Lelia. (2001) The Work of Consumption: Why Aren't We Paid?. M/C: A Journal of Media and Culture 4(5). < http://www.media-culture.org.au/0111/Green.xml > ([your date of access]).

Introduction While Free Software Foundation founder Richard Stallman argues that Free Software is not Open Source, he is only half right—or only speaking about the question of motivation (the half that matters to him). The definition of Open Source, as enshrined in the Open Source Definition (OSD) is a nearly verbatim copy of the Debian Free Software Guidelines (DFSG). Both the OSD and DFSG are practical articulations of Stallman’s Free Software Definition (FSD). Open Source, with a different political and philosophical basis, can only exist because the FSD is broad enough to allow for its translation into other terms yet defined enough to allow for a directed and robust social movement. As much as Stallman might want to deemphasize Open Source, he would never change the broadly defined definition of freedom that made its existence possible. This level of translatability within the domain of Free and Opens Source Software (FOSS) is echoed in the accessibly of its philosophies and technologies to groups from across the political spectrum. Recalibrating the broad meaning of freedom outlined in the FSD to align with their own philosophies and politics, these groups perceive FOSS as a model of openness and collaboration particularly well suited to meet their own goals. In this process of re-adoption and translation, FOSS has become the corporate poster child for capitalist technology giants like IBM, the technological and philosophical weapon of anti-corporate activists, and a practical template for a nascent movement to create an intellectual “Commons” to balance the power of capital. In these cases and others, FOSS’s broadly defined philosophy—given legal form in licenses—has acted as a pivotal point of inspiration for a diverse (and contradictory) set of alternative intellectual property instruments now available for other forms of creative work. Iconic Tactics As a site of technological practice, FOSS is not unique in its ability to take multiple lives and meanings. For example, Gyan Prakash (1999) in Another Reason_ _describes the way that many of the principles and practices of early twentieth century techno-science were translated, in ways similar to FOSS, during India’s colonial era. British colonizers who built bridges, trains, and hospitals pointed to their technological prowess as both a symbol of a superior scientific rationality and justification for their undemocratic presence in the subcontinent. Prakash describes the way that a cadre of Indian nationalists re-visioned the practice and philosophical approach to techno-science to justify and direct their anti-colonial national liberation movement. Techno-science, which was an instrument for colonialism and an icon for idea of progress, was nonetheless re-valued and redirected toward “another reason,” thus acting as a “tactic” productive of other social and political practices. We call this dynamic iconic tactic. FOSS has been deployed as an iconic tactic in a wide range of projects. FOSS philosophy simply states that it is the right of every user to use, modify, and distribute computer software for any purpose. The right to use, distribute, modify and redistribute derivative versions, the so called “four freedoms,” are based in and representative of an extreme form of anti-discrimination resistant to categorization into the typical “left, center and right” tripartite political schema. This element of non-discrimination, coupled with the broad nature of FOSS’s philosophical foundation, enables the easy adoption of FOSS technologies and facilitates its translatability. FOSS’s broadly defined freedom acts as an important starting point and one conceptual hinge useful in understanding the promiscuous circulation of FOSS as a set of technologies, signs, methodologies and philosophies. Also helpful is an analysis of the way in which this philosophical and legal form is animated and redirected in historically particular, and at times divergent, ways through the use of FOSS technologies and licensing schemes. It is to three contrasting examples of such transmutations that we now turn to. Translation in FOSS With over USD 81 billion in yearly revenue deriving in no small part from the companies vast patent and copyright holdings, IBM is an example of global capitalism whose bedrock is intellectual property. With a development methodology that IBM recognizes as more agile and profitable than proprietary models in many situations, IBM was quick to embrace FOSS. Hiring a cadre of FOSS developers to work in-house on FOSS software, IBM launched the first nationwide advertising campaign promoting the FOSS operating system GNU/Linux. In their first campaign, they highlighted the ideas of openness and freedom in ways that, unsurprisingly, reinforced their corporate goals. Featuring the recognizable Linux mascot Tux the penguin and a message of “Peace, Love, and Linux,” IBM connected using and buying FOSS-based enterprise solutions with 1960’s counter-cultural ideals of sharing, empowerment, and openness. IBM’s engagement with FOSS is representative of a much larger corporate movement to translate FOSS principles into a neoliberal language of market agility, consumer choice, and an “improved bottom line.” While their position, as the recent SCO and IBM court cases over Linux have demonstrated, is not uniformly shared in the corporate world, IBM is a highly visible example of a larger corporate push toward Free Software as the basis of a service-based business model. While the money behind IBM’s advertising machine makes their take on FOSS particularly visible, they hold no monopoly on the interpretation of FOSS’s meaning and importance. This is evidenced by the extensive use of FOSS as an iconic tactic by leftist activists around the world. Also bearing a three letter acronym, the Independent Media Centers (IMC) are a socio-political project whose mission and spirit are completely contrary to the goals of a large corporation like IBM. Indymedia is a worldwide collective of loosely affiliated grassroots online media websites and non-virtual spaces that allow activists to directly make, move, and “become” the media. IMCs are an important and integrated part of the anti-corporate and counter-globalization movement. In their work, IMC activists have aligned FOSS philosophy with their goals and visions for openness, media-reform, and large-scale socio-political justice. Like IBM, IMCs use existing FOSS software and create their own tools. IMC software, is, by charter, FOSS. As a volunteer organization with limited economic resources, FOSS has been crucial in its technology-heavy operations. Beyond use for pragmatic reasons, there is widespread support and admiration for FOSS, which is often identified as a revolutionary example of mutual aid, structural openness and the power of collaboration. The following quotes from the IMC’s online-meeting where the decision to formally adopt FOSS was made exemplify activist’s understandings of how FOSS can be used as a tool to further their political aspirations. xxxx: I assume it is safe to say that we are making this choice in order to try to choose the thing which has the least chance of benefiting any corporation, or any other form of hoarding in any way xxxx: There is a wonderful pool of very well-developed free software out there. Earlier, someone said that IMC is a revolutionary project, and free software is a revolutionary tool for it. I stan[d] very firmly behind using free software first These activists—and others in the IMC and anti-corporate, anti-capitalist, and counter-globalization movements—find inspiration in FOSS as proof of the possibility of successful alternatives to capitalist forms of production. In recent years, a political position—with a centrist political philosophy distinct from both capitalists like IBM and anti-capitalists like the IMC—has emerged with FOSS as its primary point of philosophical justification. This group is constituted by a growing number of North American and European scholars who have employed the metaphor of a “Commons” to argue for legally protected resources and knowledge for common use by all. The commons endeavor is one example of a larger “liberal” critique of the neoliberal face of “socially destructive unfettered capitalism” which is seen as a threat to democracy (Soros 2001). The information commons movement, largely spearheaded by Lawrence Lessig (1999; 2001; Creative Commons) and David Bollier (2002; Public Knowledge), explicitly points to FOSS as its inspiration. Within the Commons movement, FOSS has been tactically held up as proof that Commons are achievable and as a model of the process through which they can be created; the Creative Commons organization, a key institution within the Commons movement, has adopted FOSS-style licensing to foster and protect other other kinds of non-technical knowledge. Conclusion These three cases, which don’t exhaust the examples of translation, demonstrate how FOSS functions as an iconic tactic for a range of projects, which is not the simple result of the lexical ambiguity of the words free or open. The ability of FOSS to act as an “engine of translation” is one of the most compelling political aspects of FOSS and an important starting point in the assessment of the variable ways in which FOSS has been used as a set of technologies and an icon for openness—one we feel is often overlooked or obscured in popular and scholarly accounts on the broader implications of FOSS. The terms openness and freedom are often the key categories by which advocates, activists, journalists, and scholars approach the social and political implications of FOSS. While some accounts attribute a type of radical political intention to the domain of FOSS, others critique FOSS as indicative of late-capitalism’s drive to create and exploit free labor (Terranova 2000). Some problematically collapse the efforts of Lessig and Creative Commons with those of FOSS (Boyton 2004) obscuring some of the important differences between the goals and licenses of the groups. Certainly, the way in which FOSS is translated also shifts the ways that FOSS developers understand their own actions and motivations. However, commentators often interpret isolated cases of this process of inspiration, adoption, and re-valuation as indicative of the whole. In this early stage of research into FOSS, it behooves us to be wary of wholesale pronouncements on the social, political, and economic nature of FOSS. We should instead remain mindful of the range of socio-historical processes by which FOSS has enabled a diversity of ideas and practices of opennesses. We should be open to the idea that an analysis of the interplay between FOSS philosophy and practices as it travels through multiple social, economic and political terrains may reveal more than (first) meets the eye. About the Authors Biella Coleman is a cultural anthropologist from the University of Chicago currently writing her dissertation on the ethical dynamics and political implications of the Free and Open Source movement. She spent nearly three years doing research on the Debian project and studying hacker and technology activism in the Bay Area. Her next project draws from this research to investigate the use of expressive and human rights among psychiatric survivors as a political vector to make claims against forced treatment and to halt the global exportation of an American model of psychiatry. email: egcolema@uchicago.edu and biella@healthhacker.org Benjamin "Mako" Hill is a Free and Open Source Software developer and advocate. He is a director of Software in the Public Interest and a member of the Debian project—by most accounts the single largest Free Software project. In addition to volunteer and professional Free Software work, Hill writes and speaks extensively on issues of free software, intellectual property, collaboration, and technology. email: mako@bork.hampshire.edu Works Cited Boynton, Robert. ”The Tyranny of Copyright.”New York Times Magazine http://www.nytimes.com/2004/01/25/magazine/25COPYRIGHT.html Bollier, David. Silent Theft: the Private Plunder of our Common Wealth. New York: Routledge, 2002. Lessig, Lawrence. Code and Other Laws of Cyberspace. New York: Basic Books, 1999. .The Future of ideas. New York: Random House, 2001. Prakash, Gyan. Another Reason: Science and the Imagination of Modern India. Princeton, NJ: Princeton University Press, 1999. Soros, George. Open Society: Reforming Global Capitalism. New York: Public Affairs, 2000. Terranova, Tiziana. “Free Labor: Producing Culture for the Global Economy.” Social Text. (18): 2: 33-57, 2000. Warner, Michael. Publics and Counterpublics. New York: Zone Books, 2002. Weblinks: http://www.gnu.org/philosophy/free-sw.html http://www.debian.org/social_contract.html#guidelines, http://www.opensource.org/docs/definition.php http://www.slweekly.com/editorial/2004/feat_2004-01-22.cfm http://www.indymedia.org http://creativecommons.org/ http://www.publicknowledge.org/ Citation reference for this article MLA Style Coleman, Biella & Hill, Mako. "How Free Became Open and Everything Else Under the Sun" M/C: A Journal of Media and Culture <http://www.media-culture.org.au/0406/02_Coleman-Hill.php>. APA Style Coleman, B. & Hill, M. (2004, Jul1). How Free Became Open and Everything Else Under the Sun. M/C: A Journal of Media and Culture, 7, <http://www.media-culture.org.au/0406/02_Coleman-Hill.php>

IntroductionIn July 1997, the Mackay campus of Central Queensland University hosted a conference with the theme Regional Australia: Visions of Mackay. It was the first academic conference to be held at the young campus, and its aim was to provide an opportunity for academics, business people, government officials, and other interested parties to discuss their visions for the development of Mackay, a regional community of 75,000 people situated on the Central Queensland coast (Danaher). I delivered a presentation at that conference and authored a chapter in the book that emerged from its proceedings. The chapter entitled “Mackay Online” explored the potential impact that the Internet could have on the Mackay region, particularly in the areas of regional business, education, health, and entertainment (Pace). Two decades later, how does the reality compare with that vision?Broadband BluesAt the time of the Visions of Mackay conference, public commercial use of the Internet was in its infancy. Many Internet services and technologies that users take for granted today were uncommon or non-existent then. Examples include online video, video-conferencing, Voice over Internet Protocol (VoIP), blogs, social media, peer-to-peer file sharing, payment gateways, content management systems, wireless data communications, smartphones, mobile applications, and tablet computers. In 1997, most users connected to the Internet using slow dial-up modems with speeds ranging from 28.8 Kbps to 33.6 Kbps. 56 Kbps modems had just become available. Lamenting these slow data transmission speeds, I looked forward to a time when widespread availability of high-bandwidth networks would allow the Internet’s services to “expand to include electronic commerce, home entertainment and desktop video-conferencing” (Pace 103). Although that future eventually arrived, I incorrectly anticipated how it would arrive.In 1997, Optus and Telstra were engaged in the rollout of hybrid fibre coaxial (HFC) networks in Sydney, Melbourne, and Brisbane for the Optus Vision and Foxtel pay TV services (Meredith). These HFC networks had a large amount of unused bandwidth, which both Telstra and Optus planned to use to provide broadband Internet services. Telstra's Big Pond Cable broadband service was already available to approximately one million households in Sydney and Melbourne (Taylor), and Optus was considering extending its cable network into regional Australia through partnerships with smaller regional telecommunications companies (Lewis). These promising developments seemed to point the way forward to a future high-bandwidth network, but that was not the case. A short time after the Visions of Mackay conference, Telstra and Optus ceased the rollout of their HFC networks in response to the invention of Asynchronous Digital Subscriber Line (ADSL), a technology that increases the bandwidth of copper wire and enables Internet connections of up to 6 Mbps over the existing phone network. ADSL was significantly faster than a dial-up service, it was broadly available to homes and businesses across the country, and it did not require enormous investment in infrastructure. However, ADSL could not offer speeds anywhere near the 27 Mbps of the HFC networks. When it came to broadband provision, Australia seemed destined to continue playing catch-up with the rest of the world. According to data from the Organisation for Economic Cooperation and Development (OECD), in 2009 Australia ranked 18th in the world for broadband penetration, with 24.1 percent of Australians having a fixed-line broadband subscription. Statistics like these eventually prompted the federal government to commit to the deployment of a National Broadband Network (NBN). In 2009, the Kevin Rudd Government announced that the NBN would combine fibre-to-the-premises (FTTP), fixed wireless, and satellite technologies to deliver Internet speeds of up to 100 Mbps to 90 percent of Australian homes, schools, and workplaces (Rudd).The rollout of the NBN in Mackay commenced in 2013 and continued, suburb by suburb, until its completion in 2017 (Frost, “Mackay”; Garvey). The rollout was anything but smooth. After a change of government in 2013, the NBN was redesigned to reduce costs. A mixed copper/optical technology known as fibre-to-the-node (FTTN) replaced FTTP as the preferred approach for providing most NBN connections. The resulting connection speeds were significantly slower than the 100 Mbps that was originally proposed. Many Mackay premises could only achieve a maximum speed of 40 Mbps, which led to some overcharging by Internet service providers, and subsequent compensation for failing to deliver services they had promised (“Optus”). Some Mackay residents even complained that their new NBN connections were slower than their former ADSL connections. NBN Co representatives claimed that the problems were due to “service providers not buying enough space in the network to provide the service they had promised to customers” (“Telcos”). Unsurprisingly, the number of complaints about the NBN that were lodged with the Telecommunications Industry Ombudsman skyrocketed during the last six months of 2017. Queensland complaints increased by approximately 40 percent when compared with the same period during the previous year (“Qld”).Despite the challenges presented by infrastructure limitations, the rollout of the NBN was a boost for the Mackay region. For some rural residents, it meant having reliable Internet access for the first time. Frost, for example, reports on the experiences of a Mackay couple who could not get an ADSL service at their rural home because it was too far away from the nearest telephone exchange. Unreliable 3G mobile broadband was the only option for operating their air-conditioning business. All of that changed with the arrival of the NBN. “It’s so fast we can run a number of things at the same time”, the couple reported (“NBN”).Networking the NationOne factor that contributed to the uptake of Internet services in the Mackay region after the Visions of Mackay conference was the Australian Government’s Networking the Nation (NTN) program. When the national telecommunications carrier Telstra was partially privatised in 1997, and further sold in 1999, proceeds from the sale were used to fund an ambitious communications infrastructure program named Networking the Nation (Department of Communications, Information Technology and the Arts). The program funded projects that improved the availability, accessibility, affordability, and use of communications facilities and services throughout regional Australia. Eligibility for funding was limited to not-for-profit organisations, including local councils, regional development organisations, community groups, local government associations, and state and territory governments.In 1998, the Mackay region received $930,000 in Networking the Nation funding for Mackay Regionlink, a project that aimed to provide equitable community access to online services, skills development for local residents, an affordable online presence for local business and community organisations, and increased external awareness of the Mackay region (Jewell et al.). One element of the project was a training program that provided basic Internet skills to 2,168 people across the region over a period of two years. A second element of the project involved the establishment of 20 public Internet access centres in locations throughout the region, such as libraries, community centres, and tourist information centres. The centres provided free Internet access to users and encouraged local participation and skill development. More than 9,200 users were recorded in these centres during the first year of the project, and the facilities remained active until 2006. A third element of the project was a regional web portal that provided a free easily-updated online presence for community organisations. The project aimed to have every business and community group in the Mackay region represented on the website, with hosting fees for the business web pages funding its ongoing operation and development. More than 6,000 organisations were listed on the site, and the project remained financially viable until 2005.The availability, affordability and use of communications facilities and services in Mackay increased significantly during the period of the Regionlink project. Changes in technology, services, markets, competition, and many other factors contributed to this increase, so it is difficult to ascertain the extent to which Mackay Regionlink fostered those outcomes. However, the large number of people who participated in the Regionlink training program and made use of the public Internet access centres, suggests that the project had a positive influence on digital literacy in the Mackay region.The Impact on BusinessThe Internet has transformed regional business for both consumers and business owners alike since the Visions of Mackay conference. When Mackay residents made a purchase in 1997, their choice of suppliers was limited to a few local businesses. Today they can shop online in a global market. Security concerns were initially a major obstacle to the growth of electronic commerce. Consumers were slow to adopt the Internet as a place for doing business, fearing that their credit card details would be vulnerable to hackers once they were placed online. After observing the efforts that finance and software companies were making to eliminate those obstacles, I anticipated that it would only be a matter of time before online transactions became commonplace:Consumers seeking a particular product will be able to quickly find the names of suitable suppliers around the world, compare their prices, and place an order with the one that can deliver the product at the cheapest price. (Pace 106)This expectation was soon fulfilled by the arrival of online payment systems such as PayPal in 1998, and online shopping services such as eBay in 1997. eBay is a global online auction and shopping website where individuals and businesses buy and sell goods and services worldwide. The eBay service is free to use for buyers, but sellers are charged modest fees when they make a sale. It exemplifies the notion of “friction-free capitalism” articulated by Gates (157).In 1997, regional Australian business owners were largely sceptical about the potential benefits the Internet could bring to their businesses. Only 11 percent of Australian businesses had some form of web presence, and less than 35 percent of those early adopters felt that their website was significant to their business (Department of Industry, Science and Tourism). Anticipating the significant opportunities that the Internet offered Mackay businesses to compete in new markets, I recommended that they work “towards the goal of providing products and services that meet the needs of international consumers as well as local ones” (107). In the two decades that have passed since that time, many Mackay businesses have been doing just that. One prime example is Big on Shoes (bigonshoes.com.au), a retailer of ladies’ shoes from sizes five to fifteen (Plane). Big on Shoes has physical shopfronts in Mackay and Moranbah, an online store that has been operating since 2009, and more than 12,000 followers on Facebook. This speciality store caters for women who have traditionally been unable to find shoes in their size. As the store’s customer base has grown within Australia and internationally, an unexpected transgender market has also emerged. In 2018 Big on Shoes was one of 30 regional businesses featured in the first Facebook and Instagram Annual Gift Guide, and it continues to build on its strengths (Cureton).The Impact on HealthThe growth of the Internet has improved the availability of specialist health services for people in the Mackay region. Traditionally, access to surgical services in Mackay has been much more limited than in metropolitan areas because of the shortage of specialists willing to practise in regional areas (Green). In 2003, a senior informant from the Royal Australasian College of Surgeons bluntly described the Central Queensland region from Mackay to Gladstone as “a black hole in terms of surgery” (Birrell et al. 15). In 1997 I anticipated that, although the Internet would never completely replace a visit to a local doctor or hospital, it would provide tools that improve the availability of specialist medical services for people living in regional areas. Using these tools, doctors would be able to “analyse medical images captured from patients living in remote locations” and “diagnose patients at a distance” (Pace 108).These expectations have been realised in the form of Queensland Health’s Telehealth initiative, which permits medical specialists in Brisbane and Townsville to conduct consultations with patients at the Mackay Base Hospital using video-conference technology. Telehealth reduces the need for patients to travel for specialist advice, and it provides health professionals with access to peer support. Averill (7), for example, reports on the experience of a breast cancer patient at the Mackay Base Hospital who was able to participate in a drug trial with a Townsville oncologist through the Telehealth network. Mackay health professionals organised the patient’s scans, administered blood tests, and checked her lymph nodes, blood pressure and weight. Townsville health professionals then used this information to advise the Mackay team about her ongoing treatment. The patient expressed appreciation that the service allowed her to avoid the lengthy round-trip to Townsville. Prior to being offered the Telehealth option, she had refused to participate in the trial because “the trip was just too much of a stumbling block” (Averill 7).The Impact on Media and EntertainmentThe field of media and entertainment is another aspect of regional life that has been reshaped by the Internet since the Visions of Mackay conference. Most of these changes have been equally apparent in both regional and metropolitan areas. Over the past decade, the way individuals consume media has been transformed by new online services offering user-generated video, video-on-demand, and catch-up TV. These developments were among the changes I anticipated in 1997:The convergence of television and the Internet will stimulate the creation of new services such as video-on-demand. Today television is a synchronous media—programs are usually viewed while they are being broadcast. When high-quality video can be transmitted over the information superhighway, users will be able to watch what they want, when and where they like. […] Newly released movies will continue to be rented, but probably not from stores. Instead, consumers will shop on the information superhighway for movies that can be delivered on demand.In the mid-2000s, free online video-sharing services such as YouTube and Vimeo began to emerge. These websites allow users to freely upload, view, share, comment on, and curate online videos. Subscription-based streaming services such as Netflix and Amazon Prime have also become increasingly popular since that time. These services offer online streaming of a library of films and television programs for a fee of less than 20 dollars per month. Computers, smart TVs, Blu-ray players, game consoles, mobile phones, tablets, and other devices provide a multitude of ways of accessing streaming services. Some of these devices cost less than 100 dollars, while higher-end electronic devices include the capability as a bundled feature. Netflix became available in Mackay at the time of its Australian launch in 2015. The growth of streaming services greatly reduced the demand for video rental shops in the region, and all closed down as a result. The last remaining video rental store in Mackay closed its doors in 2018 after trading for 26 years (“Last”).Some of the most dramatic transformations that have occurred the field of media and entertainment were not anticipated in 1997. The rise of mobile technology, including wireless data communications, smartphones, mobile applications, and tablet computers, was largely unforeseen at that time. Some Internet luminaries such as Vinton Cerf expected that mobile access to the Internet via laptop computers would become commonplace (Lange), but this view did not encompass the evolution of smartphones, and it was not widely held. Similarly, the rise of social media services and the impact they have had on the way people share content and communicate was generally unexpected. In some respects, these phenomena resemble the Black Swan events described by Nassim Nicholas Taleb (xvii)—surprising events with a major effect that are often inappropriately rationalised after the fact. They remind us of how difficult it is to predict the future media landscape by extrapolating from things we know, while failing to take into consideration what we do not know.The Challenge for MackayIn 1997, when exploring the potential impact that the Internet could have on the Mackay region, I identified a special challenge that the community faced if it wanted to be competitive in this new environment:The region has traditionally prospered from industries that control physical resources such as coal, sugar and tourism, but over the last two decades there has been a global ‘shift away from physical assets and towards information as the principal driver of wealth creation’ (Petre and Harrington 1996). The risk for Mackay is that its residents may be inclined to believe that wealth can only be created by means of industries that control physical assets. The community must realise that its value-added information is at least as precious as its abundant natural resources. (110)The Mackay region has not responded well to this challenge, as evidenced by measures such as the Knowledge City Index (KCI), a collection of six indicators that assess how well a city is positioned to grow and advance in today’s technology-driven, knowledge-based economy. A 2017 study used the KCI to conduct a comparative analysis of 25 Australian cities (Pratchett, Hu, Walsh, and Tuli). Mackay rated reasonably well in the areas of Income and Digital Access. But the city’s ratings were “very limited across all the other measures of the KCI”: Knowledge Capacity, Knowledge Mobility, Knowledge Industries and Smart Work (44).The need to be competitive in a technology-driven, knowledge-based economy is likely to become even more pressing in the years ahead. The 2017 World Energy Outlook Report estimated that China’s coal use is likely to have peaked in 2013 amid a rapid shift toward renewable energy, which means that demand for Mackay’s coal will continue to decline (International Energy Agency). The sugar industry is in crisis, finding itself unable to diversify its revenue base or increase production enough to offset falling global sugar prices (Rynne). The region’s biggest tourism drawcard, the Great Barrier Reef, continues to be degraded by mass coral bleaching events and ongoing threats posed by climate change and poor water quality (Great Barrier Reef Marine Park Authority). All of these developments have disturbing implications for Mackay’s regional economy and its reliance on coal, sugar, and tourism. Diversifying the local economy through the introduction of new knowledge industries would be one way of preparing the Mackay region for the impact of new technologies and the economic challenges that lie ahead.ReferencesAverill, Zizi. “Webcam Consultations.” Daily Mercury 22 Nov. 2018: 7.Birrell, Bob, Lesleyanne Hawthorne, and Virginia Rapson. The Outlook for Surgical Services in Australasia. Melbourne: Monash University Centre for Population and Urban Research, 2003.Cureton, Aidan. “Big Shoes, Big Ideas.” Daily Mercury 8 Dec. 2018: 12.Danaher, Geoff. Ed. Visions of Mackay: Conference Papers. Rockhampton: Central Queensland UP, 1998.Department of Communications, Information Technology and the Arts. Networking the Nation: Evaluation of Outcomes and Impacts. Canberra: Australian Government, 2005.Department of Industry, Science and Tourism. Electronic Commerce in Australia. Canberra: Australian Government, 1998.Frost, Pamela. “Mackay Is Up with Switch to Speed to NBN.” Daily Mercury 15 Aug. 2013: 8.———. “NBN Boost to Business.” Daily Mercury 29 Oct. 2013: 3.Gates, Bill. The Road Ahead. New York: Viking Penguin, 1995.Garvey, Cas. “NBN Rollout Hit, Miss in Mackay.” Daily Mercury 11 Jul. 2017: 6.Great Barrier Reef Marine Park Authority. Reef Blueprint: Great Barrier Reef Blueprint for Resilience. Townsville: Great Barrier Reef Marine Park Authority, 2017.Green, Anthony. “Surgical Services and Referrals in Rural and Remote Australia.” Medical Journal of Australia 177.2 (2002): 110–11.International Energy Agency. World Energy Outlook 2017. France: IEA Publications, 2017.Jewell, Roderick, Mary O’Flynn, Fiorella De Cindio, and Margaret Cameron. “RCM and MRL—A Reflection on Two Approaches to Constructing Communication Memory.” Constructing and Sharing Memory: Community Informatics, Identity and Empowerment. Eds. Larry Stillman and Graeme Johanson. Newcastle: Cambridge Scholars Publishing, 2007. 73–86.Lange, Larry. “The Internet: Where’s It All Going?” Information Week 17 Jul. 1995: 30.“Last Man Standing Shuts Doors after 26 Years of Trade.” Daily Mercury 28 Aug. 2018: 7.Lewis, Steve. “Optus Plans to Share Cost Burden.” Australian Financial Review 22 May 1997: 26.Meredith, Helen. “Time Short for Cable Modem.” Australian Financial Review 10 Apr. 1997: 42Nassim Nicholas Taleb. The Black Swan: The Impact of the Highly Improbable. New York: Random House, 2007.“Optus Offers Comp for Slow NBN.” Daily Mercury 10 Nov. 2017: 15.Organisation for Economic Cooperation and Development. “Fixed Broadband Subscriptions.” OECD Data, n.d. <https://data.oecd.org/broadband/fixed-broadband-subscriptions.htm>.Pace, Steven. “Mackay Online.” Visions of Mackay: Conference Papers. Ed. Geoff Danaher. Rockhampton: Central Queensland University Press, 1998. 111–19.Petre, Daniel and David Harrington. The Clever Country? Australia’s Digital Future. Sydney: Lansdown Publishing, 1996.Plane, Melanie. “A Shoe-In for Big Success.” Daily Mercury 9 Sep. 2017: 6.Pratchett, Lawrence, Richard Hu, Michael Walsh, and Sajeda Tuli. The Knowledge City Index: A Tale of 25 Cities in Australia. Canberra: University of Canberra neXus Research Centre, 2017.“Qld Customers NB-uN Happy Complaints about NBN Service Double in 12 Months.” Daily Mercury 17 Apr. 2018: 1.Rudd, Kevin. “Media Release: New National Broadband Network.” Parliament of Australia Press Release, 7 Apr. 2009 <https://parlinfo.aph.gov.au/parlInfo/search/display/display.w3p;query=Id:"media/pressrel/PS8T6">.Rynne, David. “Revitalising the Sugar Industry.” Sugar Policy Insights Feb. 2019: 2–3.Taylor, Emma. “A Dip in the Pond.” Sydney Morning Herald 16 Aug. 1997: 12.“Telcos and NBN Co in a Crisis.” Daily Mercury 27 Jul. 2017: 6.

Introduction In November 2020, upon learning that the company’s Covid-19 vaccine trial had been successful, the head of Pfizer’s Vaccine Research and Development, Kathrin Jansen, celebrated with champagne – “some really good stuff” (Cohen). Bubbles seem to go naturally with celebration, and champagne is fundamentally associated with bubbles. Yet, until the late-seventeenth century, champagne was a still wine, and it only reached the familiar levels of bubbliness in the late-nineteenth century (Harding). During this period and on into the early twentieth century, “champagne” was in many ways created, defined, and defended. A “champagne bubble” was created, within which the “nature” of champagne was contested and constructed. Champagne today is the result of hundreds of years of labour by many sorts of bubble-makers: those who make the bubbly drink, and those who construct, maintain, and defend the champagne bubble. In this article, I explore some elements of the champagne bubble, in order to understand both its fragility and rigidity over the years and today. Creating the Champagne Bubble – the Labour of Centuries It is difficult to separate the physical from the mythical as regards champagne. Therefore the categorisations below are always overlapping, and embedded in legal, political, economic, and socio-cultural factors. Just as assemblage – the mixing of wine from different grapes – is an essential element of champagne wine, the champagne bubble may be called heterogeneous assemblage. Indeed, the champagne bubble, as we will see below, is a myriad of different sorts of bubbles, such as terroir, appellation, myth and brand. And just as any assemblage, its heterogeneous elements exist and operate in relation to each other. Therefore the “champagne bubble” discussed here is both one and many, all of its elements fundamentally interconnected, constituting that “one” known as “champagne”. It is not my intention to be comprehensive of all the elements, historical and contemporary. Indeed, that would not be possible within such a short article. Instead, I seek to demonstrate some of the complexity of the champagne bubble, noting the elaborate labour that has gone into its creation. The Physical Champagne and Champagne – from Soil to Bubbles Champagne means both a legally protected geographical area (Champagne), and the wine (here: champagne) produced in this area from grapes defined as acceptable: most importantly pinot noir, pinot meunier (“black” grapes), and chardonnay (“white” grape). The method of production, too, is regulated and legally protected: méthode champenoise. Although the same method is used in numerous locations, these must be called something different: metodo classico (Italy), método tradicional (Spain), Methode Cap Classique (South Africa). The geographical area of Champagne was first legally defined in 1908, when it only included the areas of Marne and Aisne, leaving out, most importantly, the area of Aube. This decision led to severe unrest and riots, as the Aube vignerons revolted in 1911, forcing the inclusion of “zone 2”: Aube, Haute-Marne, and Seine-et-Marne (Guy). Behind these regulations was a surge in fraudulent production in the early twentieth century, as well as falling wine prices resulting from increasing supply of cheap wines (Colman 18). These first appellations d’origine had many consequences – they proved financially beneficial for the “zone 1”, but less so for the “zone 2”. When both these areas were brought under the same appellation in 1927, the financial benefits were more limited – but this may have been due to the Great Depression triggered in 1929 (Haeck et al.). It is a long-standing belief that the soil and climate of Champagne are key contributors to the quality of champagne wines, said to be due to “conditions … most suitable for making this type of wine” (Simon 11). Already in the end of the nineteenth century, the editor of Vigneron champenois attributed champagne’s quality to “a fortunate combination of … chalky soil … [and] unrivalled exposure [to the sun]” (Guy 119) among other things. Factors such as soil and climate, commonly included in and expressed through the idea of terroir, undoubtedly influence grapes and wines made thereof, but the extent remains unproven. Indeed, terroir itself is a very contested concept (Teil; Inglis and Almila). It is also the case that climate change has had, and will continue to have, devastating effects on wine production in many areas, while benefiting others. The highly successful English sparkling wine production, drawing upon know-how from the Champagne area, has been enabled by the warming climate (Inglis), while Champagne itself is at risk of becoming too hot (Robinson). Champagne is made through a process more complicated than most wines. I present here the bare bones of it, to illustrate the many challenges that had to be overcome to enable its production in the scale we see today. Freshly picked grapes are first pressed and the juice is fermented. Grape juice contains natural yeasts and therefore will ferment spontaneously, but fermentation can also be started with artificial yeasts. In fermentation, alcohol and carbon dioxide (CO2) are formed, but the latter usually escapes the liquid. The secret of champagne is its second fermentation, which happens in bottles, after wines from different grapes and/or vineyards have been blended for desired characteristics (assemblage). For the second fermentation, yeast and sugar are added. As the fermentation happens inside a bottle, the CO2 that is created does not escape, but dissolves into the wine. The average pressure inside a champagne bottle in serving temperature is around 5 bar – 5 times the pressure outside the bottle (Liger-Belair et al.). The obvious challenge this method poses has to do with managing the pressure. Exploding bottles used to be a common problem, and the manner of sealing bottles was not very developed, either. Seventeenth-century developments in bottle-making, and using corks to seal bottles, enabled sparkling wines to be produced in the first place (Leszczyńska; Phillips 137). Still today, champagne comes in heavy-bottomed bottles, sealed with characteristically shaped cork, which is secured with a wire cage known as muselet. Scientific innovations, such as calculating the ideal amount of sugar for the second fermentation in 1836, also helped to control the amount of gas formed during the second fermentation, thus making the behaviour of the wine more predictable (Leszczyńska 265). Champagne is characteristically a “manufactured” wine, as it involves several steps of interference, from assemblage to dosage – sugar added for flavour to most champagnes after the second fermentation (although there are also zero dosage champagnes). This lends champagne particularly suitable for branding, as it is possible to make the wine taste the same year after year, harvest after harvest, and thus create a distinctive and recognisable house style. It is also possible to make champagnes for different tastes. During the nineteenth century, champagnes of different dosage were made for different markets – the driest for the British, the sweetest for the Russians (Harding). Bubbles are probably the most striking characteristic of champagne, and they are enabled by the complicated factors described above. But they are also formed when the champagne is poured in a glass. Natural impurities on the surface of the glass provide channels through which the gas pockets trapped in the wine can release themselves, forming strains of rising bubbles (Liger-Belair et al.). Champagne glasses have for centuries differed from other wine glasses, often for aesthetic reasons (Harding). The bubbles seem to do more than give people aesthetic pleasure and sensory experiences. It is often claimed that champagne makes you drunk faster than other drinks would, and there is, indeed, some (limited) research showing that this may well be the case (Roberts and Robinson; Ridout et al.). The Mythical Champagne – from Dom Pérignon to Modern Wonders Just as the bubbles in a champagne glass are influenced by numerous forces, so the metaphorical champagne bubble is subject to complex influences. Myth-creation is one of the most significant of these. The origin of champagne as sparkling wine is embedded in the myth of Dom Pérignon of Hautvillers monastery (1638–1715), who according to the legend would have accidentally developed the bubbles, and then enthusiastically exclaimed “I am drinking the stars!” (Phillips 138). In reality, bubbles are a natural phenomenon provoked by winter temperatures deactivating the fermenting yeasts, and spring again reactivating them. The myth of Dom Pérignon was first established in the nineteenth century and quickly embraced by the champagne industry. In 1937, Moët et Chandon launched a premium champagne called Dom Pérignon, which enjoys high reputation until this day (Phillips). The champagne industry has been active in managing associations connected with champagne since the nineteenth century. Sparkling champagnes had already enjoyed fashionability in the later seventeenth and early eighteenth century, both in the French Court, and amongst the British higher classes. In the second half of the nineteenth century, champagne found ever increasing markets abroad, and the clientele was not aristocratic anymore. Before the 1860s, champagne’s association was with high status celebration, as well as sexual activity and seduction (Harding; Rokka). As the century went on, and champagne sales radically increased, associations with “modernity” were added: “hot-air balloons, towering steamships, transcontinental trains, cars, sports, and other ‘modern’ wonders were often featured in quickly proliferating champagne advertising” (Rokka 280). During this time, champagne grew both drier and more sparkling, following consumer tastes (Harding). Champagne’s most important markets in later nineteenth century included the UK, where the growing middle classes consumed champagne for both celebration and hospitality (Harding), the US, where (upper) middle-class women were served champagne in new kinds of consumer environments (Smith; Remus), and Russia, where the upper classes enjoyed sweeter champagne – until the Revolution (Phillips 296). The champagne industry quickly embraced the new middle classes in possession of increasing wealth, as well as new methods of advertising and marketing. What is remarkable is that they managed to integrate enormously varied cultural thematics and still retain associations with aristocracy and luxury, while producing and selling wine in industrial scale (Harding; Rokka). This is still true today: champagne retains a reputation of prestige, despite large-scale branding, production, and marketing. Maintaining and Defending the Bubble: Formulas, Rappers, and the Absolutely Fabulous Tipplers The falling wine prices and increasing counterfeit wines coincided with Europe’s phylloxera crisis – the pest accidentally brought over from North America that almost wiped out all Europe’s vineyards. The pest moved through Champagne in the 1890s, killing vines and devastating vignerons (Campbell). The Syndicat du Commerce des vins de Champagne had already been formed in 1882 (Rokka 280). Now unions were formed to fight phylloxera, such as the Association Viticole Champenoise in 1898. The 1904 Fédération Syndicale des Vignerons was formed to lobby the government to protect the name of Champagne (Leszczyńska 266) – successfully, as we have seen above. The financial benefits from appellations were certainly welcome, but short-lived. World War I treated Champagne harshly, with battle lines stuck through the area for years (Guy 187). The battle went on also in the lobbying front. In 1935, a new appellation regime was brought into law, which came to be the basis for all European systems, and the Comité National des appellations d'origine (CNAO) was founded (Colman 1922). Champagne’s protection became increasingly international, and continues to be so today under EU law and trade deals (European Commission). The post-war recovery of champagne relied on strategies used already in the “golden years” – marketing and lobbying. Advertising continued to embrace “luxury, celebration, transport (extending from air travel to the increasingly popular automobile), modernity, sports” (Guy 188). Such advertisement must have responded accurately to the mood of post-war, pre-depression Europe. Even in the prohibition US it was known that the “frivolous” French women might go as far as bathe in champagne, like the popular actress Mistinguett (Young 63). Curiously, in the 1930s Soviet Russia, “champagne” (not produced in Champagne) was declared a sign of good living, symbolising the standard of living that any Soviet worker had access to (at least in theory) (Gronow). Today, the reputation of champagne is fiercely defended in legal terms. This is not only in terms of protection against other sparkling wine making areas, but also in terms of exploitation of champagne’s reputation by actors in other commercial fields, and even against mass market products containing genuine champagne (Mahy and d’Ath; Schneider and Nam). At the same time, champagne has been widely “democratised” by mass production, enabled partly by increasing mechanisation and scientification of champagne production from the 1950s onwards (Leszczyńska 266). Yet champagne retains its association with prestige, luxury, and even royalty. This has required some serious adaptation and flexibility. In what follows, I look into three cultural phenomena that illuminate processes of such adaptation: Formula One (F1) champagne spraying, the 1990s sitcom Absolutely Fabulous, and the Cristal racism scandal in 2006. The first champagne bottle is said to have been presented to F1 grand prix winner in Champagne in 1950 (Wheels24). Such a gesture would have been fully in line with champagne’s association with cars, sport, and modernity. But what about the spraying? Surely that is not in line with the prestige of the wine? The first spraying is attributed to Jo Siffert in 1966 and Dan Gurney in 1967, the former described as accidental, the latter as a spontaneous gesture of celebration (Wheels24; Dobie). Moët had become the official supplier of F1 champagnes in 1966, and there are no signs that the new custom would have been problematic for them, as their sponsorship continued until 1999, after which Mumm sponsored the sport for 15 years. Today, the champagne to be popped and sprayed is Chanson, in special bottles “coated in the same carbon fibre that F1 cars are made of” (Wheels24). Such an iconic status has the spraying gained that it features in practically all TV broadcasts concerning F1, although non-alcoholic substitute is used in countries where sale of alcohol is banned (Barker et al., “Quantifying”; Barker et al., “Alcohol”). As disturbing as the champagne spraying might look for a wine snob, it is perfectly in line with champagne’s marketing history and entrepreneurial spirit shown since the nineteenth century. Nor is it unheard of to let champagne spray. The “art” of sabrage, opening champagne bottle with a sable, associated with glamour, spectacle, and myth – its origin is attributed to Napoleon and his officers – is perfectly acceptable even for the snob. Sparkling champagne was always bound up with joy and celebration, not a solemn drink, and the champagne bubble was able to accommodate middle classes as well as aristocrats. This brings us to our second example, the British sitcom Absolutely Fabulous. The show, first released in 1992, featured two women, “Eddy” (Jennifer Saunders) and “Patsy” (Joanna Lumley), who spent their time happily smoking, taking drugs, and drinking large quantities of “Bolly” (among other things). Bollinger champagne may have initially experienced “a bit of a shock” for being thus addressed, but soon came to see the benefits of fame (French). In 2005, they hired PR support to make better use of the brand’s “Ab Fab” recognisability, and to improve its prestige reputation in order to justify their higher price range (Cann). Saunders and Lumley were warmly welcomed by the Bollinger house when filming for their champagne tour Absolutely Champers (2017). It is befitting indeed that such controversial fame came from the UK, the first country to discover sparkling champagne outside France (Simon 48), and where the aspirational middle classes were keen to consume it already in the nineteenth century (Harding). More controversial still is the case of Cristal (made by Louis Roederer) and the US rap world. Enthusiastically embraced by the “bling-bling” world of (black) rappers, champagne seems to fit their ethos well. Cristal was long favoured as both a drink and a word in rap lyrics. But in 2006, the newly appointed managing director at the family owned Roederer, Frédéric Rouzaud, made comments considered racist by many (Woodland). Rouzard told in an interview with The Economist that the house observed the Cristal-rap association “with curiosity and serenity”. He reportedly continued: “but what can we do? We can’t forbid people from buying it. I’m sure Dom Pérignon or Krug would be delighted to have their business”. It was indeed those two brands that the rapper Jay-Z replaced Cristal with, when calling for a boycott on Cristal. It would be easy to dismiss Rouzard’s comments as snobbery, or indeed as racism, but they merit some more reflection. Cristal is the premium wine of a house that otherwise does not enjoy high recognisability. While champagne’s history involves embracing new sorts of clientele, and marketing flexibly to as many consumer groups as possible (Rokka), this was the first spectacular crossing of racial boundaries. It was always the case that different houses and their different champagnes were targeted at different clienteles, and it is apparent that Cristal was not targeted at black rap artists. Whereas Bollinger was able to turn into a victory the questionable fame brought by the white middle-class association of Absolutely Fabulous, the more prestigious Cristal considered the attention of the black rapper world more threatening and acted accordingly. They sought to defend their own brand bubble, not the larger champagne bubble. Cristal’s reputation seems to have suffered little – its 2008 vintage, launched in 2018, was the most traded wine of that year (Schultz). Jay-Z’s purchase of his own champagne brand (Armand de Brignac, nicknamed Ace of Spades) has been less successful reputation-wise (Greenburg). It is difficult to break the champagne bubble, and it may be equally difficult to break into it. Conclusion In this article, I have looked into the various dilemmas the “bubble-makers” of Champagne encountered when fabricating what is today known as “champagne”. There have been moments of threat to the bubble they formed, such as in the turn of nineteenth and twentieth centuries, and eras of incomparable success, such as from the 1860s to 1880s. The discussion has demonstrated the remarkable flexibility with which the makers and defenders of champagne have responded to challenges, and dealt with material, socio-cultural, economic, and other problems. It feels appropriate to end with a note on the current challenge the champagne industry faces: Covid-19. The pandemic hit champagne sales exceptionally hard, leaving around 100 million bottles unsold (Micallef). This was not very surprising, given the closure of champagne-selling venues, banning of public and private celebrations, and a general mood not particularly prone to (or even likely to frown upon) such light-hearted matters as glamour and champagne. Champagne has survived many dramatic drops in sales during the twentieth century, such as the Great Depression of the 1930s, and the post-financial crisis collapse in 2009. Yet they seem to be able to make astonishing recoveries. Already, there are indicators that many people consumed more champagne during the festive end-of-year season than in previous years (Smithers). For the moment, it looks like the champagne bubble, despite its seeming fragility, is practically indestructible, no matter how much its elements may suffer under various pressures and challenges. References Barker, Alexander, Magdalena Opazo-Breton, Emily Thomson, John Britton, Bruce Granti-Braham, and Rachael L. Murray. “Quantifying Alcohol Audio-Visual Content in UK Broadcasts of the 2018 Formula 1 Championship: A Content Analysis and Population Exposure.” BMJ Open 10 (2020): e037035. <https://bmjopen.bmj.com/content/10/8/e037035>. Barker, Alexander B., John Britton, Bruce Grant-Braham, and Rachael L. Murray. “Alcohol Audio-Visual Content in Formula 1 Television Broadcasting.” BMC Public Health 18 (2018): 1155. <https://bmcpublichealth.biomedcentral.com/articles/10.1186/s12889-018-6068-3>. Campbell, Christy. 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In August 2006 the LiveJournal (hereafter LJ) community sga_flashfic posted its bimonthly challenge: a “Mission Report” challenge. Challenge communities are fandom-specific sites where moderators pick a theme or prompt to which writers respond and then post their specific fan works. The terms of this challenge were to encourage participants to invent a new mission and create a piece of fan fiction in the form of a mission report from the point of view of the Stargate Atlantis team of explorers. As an alternative possibility, and this is where the trouble started, the challenge also allowed to “take another author’s story and write a report” of its mission. Moderator Cesperanza then explained, “if you choose to write a mission report of somebody else’s story, we’ll ask you to credit them, but we won’t require you to ask their permission” (sga_flashfic LJ, 21 Aug. 2006, emphasis added). Whereas most announcement posts would only gather a few comments, this reached more than a hundred responses within hours, mostly complaints. Even though the community administrators quickly backtracked and posted a revision of the challenge not 12 hours later, the fannish LiveJournal sphere debated the challenge for days, reaching far beyond the specific fandom of Stargate Atlantis to discuss the ethical questions surrounding fannish appropriation and remix. At the center of the debate were the last eight words: “we won’t require you to ask their permission.” By encouraging fans to effectively write fan fiction of fan fiction and by not requiring permission, the moderators had violated an unwritten norm within this fannish community. Like all fan communities, western media fans have developed internal rules covering everything from what to include in a story header to how long to include a spoiler warning following aired episodes (for a definition and overview of western media fandom, see Coppa). In this example, the mods violated the fannish prohibition against the borrowing of original characters, settings, plot points, or narrative structures from other fan writers without permission—even though as fan fiction, the source of the inspiration engages in such borrowing itself. These kinds of normative rules can be altered, of course, but any change requires long and involved discussions. In this essay, we look at various debates that showcase how this fan community—media fandom on LiveJournal—creates and enforces but also discusses and changes its normative behavior. Fan fiction authors’ desire to prevent their work from being remixed may seem hypocritical, but we argue that underlying these conversations are complex negotiations of online privacy and control, affective aesthetics, and the value of fan labor. This is not to say that all fan communities address issues of remixing in the same way media fandom at this point in time did nor to suggest that they should; rather, we want to highlight a specific community’s internal ethics, the fervor with which members defend their rules, and the complex arguments that evolve from all sides when rules are questioned. Moreover, we suggest that these conversations offer insight into the specific relation many fan writers have to their stories and how it may differ from a more universal authorial affect. In order to fully understand the underlying motivations and the community ethos that spawned the sga_flashfic debates, we first want to differentiate between forms of unauthorised (re)uses and the legal, moral, and artistic concerns they create. Only with a clear definition of copyright infringement and plagiarism, as well as a clear understanding of who is affected (and in what ways) in any of these cases, can we fully understand the social and moral intersection of fan remixing of fan fiction. Only when sidestepping the legal and economic concerns surrounding remix can we focus on the ethical intricacies between copyright holders and fan writers and, more importantly, within fan communities. Fan communities differ greatly over time, between fandoms, and even depending on their central social interfaces (such as con-based zines, email-based listservs, journal-based online communities, etc.), and as a result they also develop a diverse range of internal community rules (Busse and Hellekson, “Works”; Busker). Much strife is caused when different traditions and their associated mores intersect. We’d argue, however, that the issues in the case of the Stargate Atlantis Remix Challenge were less the confrontation of different communities and more the slowly changing attitudes within one. In fact, looking at media fandom today, we may already be seeing changed attitudes—even as the debates continue over remix permission and unauthorised use. Why Remixes Are Not Copyright Infringement In discussing the limits of unauthorised use, it is important to distinguish plagiarism and copyright violation from forms of remix. While we are more concerned with the ethical issues surrounding plagiarism, we want to briefly address copyright infringement, simply because it often gets mixed into the ethics of remixes. Copyright is strictly defined as a matter of law; in many of the online debates in media fandom, it is often further restricted to U.S. Law, because a large number of the source texts are owned by U.S. companies. According to the U.S. Constitution (Article I, Section 8), Congress has the power to secure an “exclusive Right” “for limited Times.” Given that intellectual property rights have to be granted and are limited, legal scholars read this statute as a delicate balance between offering authors exclusive rights and allowing the public to flourish by building on these works. Over the years, however, intellectual property rights have been expanded and increased at the expense of the public commons (Lessig, Boyle). The main exception to this exclusive right is the concept of “fair use,” defined as use “for purposes such as criticism, comment, news reporting, teaching..., scholarship, or research” (§107). Case law circumscribes the limits of fair use, distinguishing works that are merely “derivative” from those that are “transformative” and thus add value (Chander and Sunder, Fiesler, Katyal, McCardle, Tushnet). The legal status of fan fiction remains undefined without a specific case that would test the fair use doctrine in regards to fan fiction, yet fair use and fan fiction advocates argue that fan fiction should be understood as eminently transformative and thus protected under fair use. The nonprofit fan advocacy group, the Organization for Transformative Works, in fact makes clear its position by including the legal term in their name, reflecting a changing understanding of both fans and scholars. Why Remixes Are Not Plagiarism Whereas copyright infringement is a legal concept that punishes violations between fan writers and commercial copyright holders, plagiarism instead is defined by the norms of the audience for which a piece is written: definitions of plagiarism thus differ from academic to journalist to literary contexts. Within fandom one of the most blatant (and most easily detectable) forms of plagiarism is when a fan copies another work wholesale and publishes it under their own name, either within the same fandom or by simply searching and replacing names to make it fit another fandom. Other times, fan writers may take selections of published pro or fan fiction and insert them into their works. Within fandom accusations of plagiarism are taken seriously, and fandom as a whole polices itself with regards to plagiarism: the LiveJournal community stop_plagiarism, for example, was created in 2005 specifically to report and pursue accusations of plagiarism within fandom. The community keeps a list of known plagiarisers that include the names of over 100 fan writers. Fan fiction plagiarism can only be determined on a case-by-case basis—and fans remain hypervigilant simply because they are all too often falsely accused as merely plagiarising when instead they are interpreting, translating, and transforming. There is another form of fannish offense that does not actually constitute plagiarism but is closely connected to it, namely the wholesale reposting of stories with attributions intact. This practice is frowned upon for two main reasons. Writers like to maintain at least some control over their works, often deriving from anxieties over being able to delete one’s digital footprint if desired or necessary. Archiving stories without authorial permission strips authors of this ability. More importantly, media fandom is a gift economy, in which labor is not reimbursed economically but rather rewarded with feedback (such as comments and kudos) and the growth of a writer’s reputation (Hellekson, Scott). Hosting a story in a place where readers cannot easily give thanks and feedback to the author, the rewards for the writer’s fan labor are effectively taken from her. Reposting thus removes the story from the fannish gift exchange—or, worse, inserts the archivist in lieu of the author as the recipient of thanks and comments. Unauthorised reposting is not plagiarism, as the author’s name remains attached, but it tends to go against fannish mores nonetheless as it deprives the writer of her “payment” of feedback and recognition. When Copyright Holders Object to Fan Fiction A small group of professional authors vocally proclaim fan fiction as unethical, illegal, or both. In her “Fan Fiction Rant” Robin Hobbs declares that “Fan fiction is to writing what a cake mix is to gourmet cooking” and then calls it outright theft: “Fan fiction is like any other form of identity theft. It injures the name of the party whose identity is stolen.” Anne Rice shares her feelings about fan fiction on her web site with a permanent message: “I do not allow fan fiction. The characters are copyrighted. It upsets me terribly to even think about fan fiction with my characters. I advise my readers to write your own original stories with your own characters. It is absolutely essential that you respect my wishes.” Diana Gabaldon calls fan fiction immoral and describes, “it makes me want to barf whenever I’ve inadvertently encountered some of it involving my characters.” Moreover, in a move shared by other anti-fan fiction writers, she compares her characters to family members: “I wouldn’t like people writing sex fantasies for public consumption about me or members of my family—why would I be all right with them doing it to the intimate creations of my imagination and personality?” George R.R. Martin similarly evokes familial intimacy when he writes, “My characters are my children, I have been heard to say. I don’t want people making off with them.” What is interesting in these—and other authors’—articulations of why they disapprove of fan fiction of their works is that their strongest and ultimate argument is neither legal nor economic reasoning but an emotional plea: being a good fan means coloring within the lines laid out by the initial creator, putting one’s toys back exactly as one found them, and never ever getting creative or transformative with them. Many fan fiction writers respect these wishes and do not write in book fandoms where the authors have expressed their desires clearly. Sometimes entire archives respect an author’s desires: fanfiction.net, the largest repository of fic online, removed all stories based on Rice’s work and does not allow any new ones to be posted. However, fandom is a heterogeneous culture with no centralised authority, and it is not difficult to find fic based on Rice’s characters and settings if one knows where to look. Most of these debates are restricted to book fandoms, likely for two reasons: (1) film and TV fan fiction alters the medium, so that there is no possibility that the two works might be mistaken for one another; and (2) film and TV authorship tends to be collaborative and thus lowers the individual sense of ownership (Mann, Sellors). How Fannish Remixes Are like Fan Fiction Most fan fiction writers strongly dismiss accusations of plagiarism and theft, two accusations that all too easily are raised against fan fiction and yet, as we have shown, such accusations actually misdefine terms. Fans extensively debate the artistic values of fan fiction, often drawing from classical literary discussions and examples. Clearly echoing Wilde’s creed that “there is no such thing as a moral or immoral book,” Kalichan, for example, argues in one LJ conversation that “whenever I hear about writers asserting that other writing is immoral, I become violently ill. Aside from this, morality & legality are far from necessarily connected. Lots of things are immoral and legal, illegal and moral and so on, in every permutation imaginable, so let’s just not confuse the two, shall we” (Kalichan LJ, 3 May 2010). Aja Romano concludes an epic list of remixed works ranging from the Aeneid to The Wind Done Gone, from All’s Well That Ends Well to Wicked with a passionate appeal to authors objecting to fan fiction: the story is not defined by the barriers you place around it. The moment you gave it to us, those walls broke. You may hate the fact people are imagining more to your story than what you put there. But if I were you, I’d be grateful that I got the chance to create a story that has a culture around it, a story that people want to keep talking about, reworking, remixing, living in, fantasizing about, thinking about, writing about. (Bookshop LJ, 3 May 2010)Many fan writers view their own remixes as part of a larger cultural movement that appropriates found objects and culturally relevant materials to create new things, much like larger twentieth century movements that include Dada and Pop Art, as well as feminist and postcolonial challenges to the literary canon. Finally, fan fiction partakes in 21st century ideas of social anarchy to create a cultural creative commons of openly shared ideas. Fan Cupidsbow describes strong parallels and cross-connection between all sorts of different movements, from Warhol to opensource, DeviantArt to AMV, fanfiction to mashups, sampling to critique and review. All these things are about how people are interacting with technology every day, and not just digital technology, but pens and paper and clothes and food fusions and everything else. (Cupidsbow LJ, 20 May 2009) Legally, of course, these reuses of collectively shared materials are often treated quite differently, which is why fan fiction advocates often maintain that all remixes be treated equally—regardless of whether their source text is film, TV, literature, or fan fiction. The Archive of Our Own, a project of the Organization for Transformative Works, for example, does not distinguish in its Content and Abuse Policy section between commercial and fan works in regard to plagiarism and copyright. Returning to the initial case of the Stargate Atlantis Mission Report Challenge, we can thus see how the moderator clearly positions herself within a framework that considers all remixes equally remixable. Even after changing the guidelines to require permission for the remixing of existing fan stories, moderator Cesperanza notes that she “remain[s] philosophically committed to the idea that people have the right to make art based on other art provided that due credit is given the original artist” (sga_flashfic LJ, 21 Aug. 2006). Indeed, other fans agree with her position in the ensuing discussions, drawing attention to the hypocrisy of demanding different rules for what appears to be the exact same actions: “So explain to me how you can defend fanfiction as legitimate derivative work if it’s based on one type of source material (professional writing or TV shows), yet decry it as ‘stealing’ and plagiarism if it’s based on another type of source material (fanfiction)” (Marythefan LJ, 21 Aug. 2006). Many fans assert that all remixes should be tolerated by the creators of their respective source texts—be they pro or fan. Fans expect Rowling to be accepting of Harry Potter’s underage romance with a nice and insecure Severus Snape, and they expect Matthew Weiner to be accepting of stories that kill off Don Draper and have his (ex)wives join a commune together. So fans should equally accept fan fiction that presents the grand love of Rodney McKay and John Sheppard, the most popular non-canonical fan fiction pairing on Stargate Atlantis, to be transformed into an abusive and manipulative relationship or rewritten with one of them dying tragically. Lydiabell, for example, argues that “there’s [no]thing wrong with creating a piece of art that uses elements of another work to create something new, always assuming that proper credit is given to the original... even if your interpretation is at odds with everything the original artist wanted to convey” (Lydiabell LJ, 22 Aug. 2006). Transforming works can often move them into territory that is critical of the source text, mocks the source text, rearranges relationships, and alters characterisations. It is here that we reach the central issue of this article: many fans indeed do view intrafandom interactions as fundamentally different to their interactions with professional authors or commercial entertainment companies. While everyone agrees that there are no legal, economic, or even ultimately moral arguments to be made against remixing fan fiction (because any such argument would nullify the fan’s right to create their fan fiction in the first place), the discourses against open remixing tend to revolve around community norms, politeness, and respect. How Fannish Remixes Are Not like Fan Fiction At the heart of the debate lie issues of community norms: taking another fan’s stories as the basis for one’s own fiction is regarded as a violation of manners, at least the way certain sections of the community define them. This, in fact, is not unlike the way many fan academics engage with fandom research. While it may be perfectly legal to directly cite fans’ blog posts, and while it may even be in compliance with institutional ethical research requirements (such as Internal Review Boards at U.S. universities), the academic fan writing about her own community may indeed choose to take extra precautions to protect herself and that community. As Kristina Busse and Karen Hellekson have argued, fan studies often exists at the intersection of language and social studies, and thus written text may simultaneously be treated as artistic works and as utterances by human subjects (“Identity”). In this essay (and elsewhere), we thus limit direct linking into fannish spaces, instead giving site, date, and author, and we have consent from all fans we cite in this essay. The community of fans who write fic in a particular fandom is relatively small, and most of them are familiar with each other, or can trace a connection via one or two degrees of separation only. While writing fan fiction about Harry Potter may influence the way you and your particular circle of friends interpret the novels, it is unlikely to affect the overall reception of the work. During the remix debate, fan no_pseud articulates the differing power dynamic: When someone bases fanfic on another piece of fanfic, the balance of power in the relationship between the two things is completely different to the relationship between a piece of fanfic and the canon source. The two stories have exactly equal authority, exactly equal validity, exactly equal ‘reality’ in fandom. (nopseud LJ, 21 Aug. 2006) Within fandom, there are few stories that have the kind of reach that professional fiction does, and it is just as likely that a fan will come across an unauthorised remix of a piece of fan fiction as the original piece itself. In that way, the reception of fan fiction is more fragile, and fans are justifiably anxious about it. In a recent conversation about proper etiquette within Glee fandom, fan writer flaming_muse articulates her reasons for expecting different behavior from fandom writers who borrow ideas from each other: But there’s a huge difference between fanfic of media and fanfic of other fanfic authors. Part of it is a question of the relationship of the author to the source material … but part of it is just about not hurting or diminishing the other creative people around you. We aren’t hurting Glee by writing fic in their ‘verse; we are hurting other people if we write fanfic of fanfic. We’re taking away what’s special about their particular stories and all of the work they put into them. (Stoney321 LJ, 12 Feb. 2012)Flaming_muse brings together several concepts but underlying all is a sense of community. Thus she equates remixing within the community without permission as a violation of fannish etiquette. The sense of community also plays a role in another reason given by fans who prefer permission, which is the actual ease of getting it. Many fandoms are fairly small communities, which makes it more possible to ask for permission before doing a translation, adaptation, or other kind of rewrite of another person’s fic. Often a fan may have already given feedback to the story or shared some form of conversation with the writer, so that requesting permission seems fairly innocuous. Moreover, fandom is a community based on the economy of gifting and sharing (Hellekson), so that etiquette becomes that much more important. Unlike pro authors who are financially reimbursed for their works, feedback is effectively a fan writer’s only payment. Getting comments, kudos, or recommendations for their stories are ways in which readers reward and thank the writers for their work. Many fans feel that a gift economy functions only through the goodwill of all its participants, which remixing without permission violates. How Fan Writing May Differ From Pro Writing Fans have a different emotional investment in their creations, only partially connected to writing solely for love (as opposed to professional writers who may write for love but also write for their livelihood in the best-case scenarios). One fan, who writes both pro and fan fiction, describes her more distanced emotional involvement with her professional writing as follows, When I’m writing for money, I limit my emotional investment in the material I produce. Ultimately what I am producing does not belong to me. Someone else is buying it and I am serving their needs, not my own. (St_Crispins LJ, 27 Aug. 2006)The sense of writing for oneself as part of a community also comes through in a comment by pro and fan writer Matociquala, who describes the specificity and often quite limited audience of fan fiction as follows: Fanfiction is written in the expectation of being enjoyed in an open membership but tight-knit community, and the writer has an expectation of being included in the enjoyment and discussion. It is the difference, in other words, between throwing a fair on the high road, and a party in a back yard. Sure, you might be able to see what’s going on from the street, but you’re expected not to stare. (Matociquala LJ, 18 May 2006)What we find important here is the way both writers seem to suggest that fan fiction allows for a greater intimacy and immediacy on the whole. So while not all writers write to fulfill (their own or other’s) emotional and narrative desires, this seems to be more acceptable in fan fiction. Intimacy, i.e., the emotional and, often sexual, openness and vulnerability readers and writers exhibit in the stories and surrounding interaction, can thus constitute a central aspect for readers and writers alike. Again, none of these aspects are particular to fan fiction alone, but, unlike in much other writing, they are such a central component that the stories divorced from their context—textual, social, and emotional—may not be fully comprehensible. In a discussion several years ago, Ellen Fremedon coined the term Id Vortex, by which she refers to that very tailored and customised writing that caters to the writers’ and/or readers’ kinks, that creates stories that not only move us emotionally because we already care about the characters but also because it uses tropes, characterisations, and scenes that appeal very viscerally: In fandom, we’ve all got this agreement to just suspend shame. I mean, a lot of what we write is masturbation material, and we all know it, and so we can’t really pretend that we’re only trying to write for our readers’ most rarefied sensibilities, you know? We all know right where the Id Vortex is, and we have this agreement to approach it with caution, but without any shame at all. (Ellen Fremedon LJ, 2 Dec. 2004)Writing stories for a particular sexual kink may be the most obvious way fans tailor stories to their own (or others’) desires, but in general, fan stories often seem to be more immediate, more intimate, more revealing than most published writing. This attachment is only strengthened by fans’ immense emotional attachment to the characters, as they may spend years if not decades rewatching their show, discussing all its details, and reading and writing stories upon stories. From Community to Commons These norms and mores continue to evolve as fannish activity becomes more and more visible to the mainstream, and new generations of fans enter fandom within a culture where media is increasingly spreadable across social networks and all fannish activity is collectively described and recognised as “fandom” (Jenkins, Ford, and Green). The default mode of the mainstream often treats “found” material as disseminable, and interfaces encourage such engagement by inviting users to “share” on their collection of social networks. As a result, many new fans see remixing as not only part of their fannish right, but engage in their activity on platforms that make sharing with or without attribution both increasingly easy and normative. Tumblr is the most recent and obvious example of a platform in which reblogging other users’ posts, with or without commentary, is the normative mode. Instead of (or in addition to) uploading one’s story to an archive, a fan writer might post it on Tumblr and consider reblogs as another form of feedback. In fact, our case study and its associated differentiation of legal, moral, and artistic justifications for and against remixing fan works, may indeed be an historical artifact in its own right: media fandom as a small and well-defined community of fans with a common interest and a shared history is the exception rather than the norm in today’s fan culture. When access to stories and other fans required personal initiation, it was easy to teach and enforce a community ethos. Now, however, fan fiction tops Google searches for strings that include both Harry and Draco or Spock and Uhura, and fan art is readily reblogged by sites for shows ranging from MTV’s Teen Wolf to NBC’s Hannibal. Our essay thus must be understood as a brief glimpse into the internal debates of media fans at a particular historical juncture: showcasing not only the clear separation media fan writers make between professional and fan works, but also the strong ethos that online communities can hold and defend—if only for a little while. References Boyle, James. The Public Domain: Enclosing the Commons of the Mind. Ithaca: Yale University Press, 2008. Busker, Rebecca Lucy. “On Symposia: LiveJournal and the Shape of Fannish Discourse.” Transformative Works and Cultures 1 (2008). http://journal.transformativeworks.org/index.php/twc/article/view/49. Busse, Kristina, and Karen Hellekson. “Work in Progress.” In Karen Hellekson and Kristina Busse, eds., Fan Fiction and Fan Communities in the Age of the Internet: New Essays. Jefferson, N.C.: McFarland, 2006. 5–40. Busse, Kristina, and Karen Hellekson. “Identity, Ethics, and Fan Privacy.” In Katherine Larsen and Lynn Zubernis, eds., Fan Culture: Theory/Practice. Newcastle upon Tyne: Cambridge Scholars Publishing, 2012. 38-56. Chander, Anupam, and Madhavi Sunder. “Everyone’s a Superhero: A Cultural Theory of ‘Mary Sue’ Fan Fiction as Fair Use.” California Law Review 95 (2007): 597-626. Coppa, Francesca. “A Brief History of Media Fandom.” In Karen Hellekson and Kristina Busse, eds., Fan Fiction and Fan Communities in the Age of the Internet: New Essays. Jefferson, N.C.: McFarland, 2006. 41–59. Fiesler, Casey. “Everything I Need to Know I Learned from Fandom: How Existing Social Norms Can Help Shape the Next Generation of User-Generated Content.” Vanderbilt Journal of Entertainment and Technology Law 10 (2008): 729-62. Gabaldon, Diana. “Fan Fiction and Moral Conundrums.” Voyages of the Artemis. Blog. 3 May 2010. 7 May 2010 http://voyagesoftheartemis.blogspot.com/2010/05/fan-fiction-and-moral-conundrums.html. Hellekson, Karen. “A Fannish Field of Value: Online Fan Gift Culture.” Cinema Journal 48.4 (2009): 113–18. Hobbs, Robin. “The Fan Fiction Rant.” Robin Hobb’s Home. 2005. 14 May 2006 http://www.robinhobb.com/rant.html. Jenkins, Henry, Sam Ford, and Joshua Green. Spreadable Media: Creating Value and Meaning in a Networked Culture. New York: New York University Press, 2013. Katyal, Sonia. “Performance, Property, and the Slashing of Gender in Fan Fiction.” Journal of Gender, Social Policy, and the Law 14 (2006): 463-518. Lessig, Lawrence. Remix: Making Art and Commerce Thrive in a Hybrid Economy. New York: Penguin, 2008. Mann, Denise. “It’s Not TV, It’s Brand Management.” In Vicki Mayer, Miranda Banks, and John Thornton Caldwell, eds., Production Studies: Cultural Studies of Media Industries. New York: Routledge, 2009. 99-114. Martin, George R.R. “Someone is Angry on the Internet.” LiveJournal. 7 May 2010. 15 May 2013. http://grrm.livejournal.com/151914.html. McCardle, Meredith. “Fandom, Fan Fiction and Fanfare: What’s All the Fuss?” Boston University Journal of Science and Technology Law 9 (2003): 443-68. Rice, Anne. “Important Message From Anne on ‘Fan Fiction’.” n.d. 15 May 2013. http://www.annerice.com/readerinteraction-messagestofans.html. Scott, Suzanne. “Repackaging Fan Culture: The Regifting Economy of Ancillary Content Models.” Transformative Works and Cultures 3 (2009). http://dx.doi.org/10.3983/twc.2009.0150. Sellors, C. Paul. Film Authorship: Auteurs and Other Myths. London: Wallflower, 2010. Tushnet, Rebecca. “Copyright Law, Fan Practices, and the Rights of the Author.” In Jonathan Gray, Cornel Sandvoss, and C. Lee Harrington, eds., Fandom: Identities and Communities in a Mediated World. New York: New York University Press, 2007. 60-71.

As a specialist in culture and communication studies, teaching in a school of business, I realised that the notion of interdisciplinarity is usually explored in the comfort of one's own discipline. Meanwhile, the practice of interdisciplinarity is something else. The very notion of disciplinarity implies a regime of discursive practices, but in the zone between disciplines, there is often no adequate language. This piece of writing is a brief analysis of an example of the language of business studies when business studies thinks about culture. It looks at how business studies approaches cultural difference in context of intercultural contact. Geert Hofstede's Cultures and Organizations: Software of the Mind (1991) This article is a brief and very selective critique of Geert Hofstede's notion of culture in Cultures and Organizations: Software of the Mind. Hofstede has been publishing his work on cross-cultural management since the 1960s. His work is routinely used in reference to cross/multi/intercultural issues in business studies (a term I use to include commerce, finance, management, and marketing). Before I begin, I must insist that Hofstede's Cultures and Organizations: Software of the Mind is a very useful text for business studies students, as it introduces them to useful concepts in relation to culture, like culture shock, acculturation (not enculturation -- I suppose managers are repatriated before that happens), and training for successful cross-cultural communication. It is worth including here a brief note on the subtitle of Cultures and Organizations: Software of the Mind. This "software of the mind" is clearly analogous to computer programming. However, Hofstede disavows the analogy, which is central to his thesis, saying that people are not programmed the way computers are. So they are, but not really. Hofstede claims that in order to learn something different, one "must unlearn ... (the) ... patterns of thinking, feeling, and potential acting which were learned throughout (one's) lifetime". And it is this thinking/feeling/acting function he calls the "software of the mind" (4). So, is the body the hardware? Thinking and feeling are abstract and could, with a flight of fancy, be seen as "software". However, acting is visible, tangible, and often visceral. I am suggesting that "acting" either represents or is just about all we have as culture. Acting (in the fullest sense, including speech, gesture, manners, textual production, etc.) is not evidence of culture, it is culture. Also, computer technology, like every other technology, is part of culture, as evident in this journal. Culture I share Clifford Geertz's concept of culture as a semiotic one, where interpretation is a search for meaning, and where meaning lies in social relations. Geertz writes that to claim that culture consists in brute patterns of behaviour in some identifiable community is to reduce it (the community and the notion of culture). Human behaviour is symbolic action. Culture is not just patterned conduct, a frame of mind which points to some sort of ontological status. Culture is public, social, relational, and contextual. To quote Geertz: "culture is not a power, something to which social events, behaviours, institutions, or processes can be causally attributed; it is a context" (14). Culture is not an ontological essence or set of behaviours. Culture is made up of webs of relationships. That Hofstede locates culture in the mind is probably the most problematic aspect of his writing. Culture is difficult for any discipline to describe because different disciplines have their own view of social reality. They operate in their own paradigms. Hofstede uses a behaviourist psychological approach to culture, which looks at what he calls national character and typical behaviours. Even though Hofstede is aware of being, as an observer of human behaviour, an integral part of his object of analysis (other cultures), he nevertheless continuously equates the observed behaviour to particular kinds of national thinking and feeling where national is often collapsed into cultural. Hofstede uses an empirical behaviourist paradigm which measures certain behaviours, as if the observer is outside the cultural significance attributed to behaviours, and attributes them to culture. Hofstede's Notion of Culture Hofstede's work is based on quantitative data gathered from questionnaires administered to IBM corporation employees in various countries. He looked at 72 national subsidiaries, 38 occupations, 20 languages, and at two points in time (1968 and 1972), and continued his commentary on that data into the 1990s. He claims that because the entire sample has a common corporate culture, the only thing that can account for systematic and consistent differences between national groups within a homogeneous multinational organisation is nationality itself. It is as if corporate culture is outside, has nothing to do with, national culture (itself a complex and dynamic concept). Hofstede's work does not account for the fact that IBM is an American multinational corporation and, as such, whatever attributes are used to measure cultural difference, those found in American corporate culture will set the benchmark for whatever other cultures are measured. This view is supported in business studies in general where American management practices are seen as universal and normal, even when they are described as 'Western'. The areas Hofstede's IBM survey looked at are: 1. Social inequality, including the relationship with authority (also described as power distance); 2. The relationship between the individual and the group (also described as individualism versus collectivism); 3. Concepts of masculinity and femininity: the social implications of having been born as a boy or a girl (also described as masculinity versus femininity); 4. Ways of dealing with uncertainty, relating to the control of aggression and the expression of emotions (also described as uncertainty avoidance). These concepts are in themselves culturally specific and have become structurally embedded in organisational theory. Hofstede writes that these four dimensions of culture are aspects of culture that can be measured relative to other cultures. What these four dimensions actually do is not to combine to give us a four-dimensional (complex?) appreciation of culture. Rather, they map onto each other and reinforce a politically conservative, Eurocentric view of culture. Hofstede does admit to having had "a 'Western' way of thinking", but he inevitably goes back to "the mind" as a place or goal. He refers to a questionnaire composted by "Eastern', in this case Chinese minds ... [which] ... are programmed according to their own particular cultural framework" (171). So there is this constant reference to culturally programmed minds that determine certain behaviours. In his justification of using typologies to categorise people and their behaviour (minds?) Hofstede also admits that most people / cultures are hybrids. And he admits that rules are made arbitrarily in order to classify people / cultures (minds?). However, he insists that the statistical clusters he ends up with are an empirical typology. Such a reduction of "culture" to this kind of radical realism is absolutely anatomical and enumerative. And, the more Hofstede is quoted as an authority on doing business across cultures, the more truth value his work accrues. The sort of language Hofstede uses to describe culture attributes intrinsic meanings and, as a result, points to difference rather than diversity. Languages of difference are based on binaristic notions of masculine/feminine, East/West, active/passive, collective/individual, and so on. In this opposition of activity and passivity, the East (feminine, collectivist) is the weaker partner of the West (masculine, individualist). There is a nexus of knowledge and power that constructs cultural difference along such binaristic lines. While a language of diversity take multiplicity as a starting point, or the norm, Hofstede's hegemonic and instrumentalist language of difference sees multiplicity as problematic. This problem is flagged at the very start of Cultures and Organizations. 12 Angry Men: Hofstede Interprets Culture and Ignores Gender In the opening page of Cultures and Organizations there is a brief passage from Reginald Rose's play 12 Angry Men (1955). (For a good review of the film see http://www.film.u- net.com/Movies/Reviews/Twelve_Angry.html. The film was recently remade.) Hofstede uses it as an example of how twelve different people with different cultural backgrounds "think, feel and act differently". The passage describes a confrontation between what Hofstede refers as "a garage owner" and "a European-born, probably Austrian, watchmaker". Such a comparison flags, right from the start, a particular way of categorising and distinguishing between two people, in terms of visible and audible signs and symbols. Both parties are described in terms of their occupation. But then the added qualification of one of the parties as being "European-born, probably Austrian" clearly indicates that the unqualified party places him in the broad category "American". In other words, the garage owner's apparently neutral ethnicity implies a normative "American", against which all markers of cultural difference are measured. Hofstede is aware of this problem. He writes that "cultural relativism does not imply normlessness for oneself, nor for one's society" (7). However, he still uses the syntax of binaristic classification which repeats and perpetuates the very problems he is apparently addressing. One of the main factors that makes 12 Angry Men such a powerful drama is that each man carries / inscribes different aspects of American culture. And American culture is idealised in the justice system, where rationality and consensus overcomes prejudice and social pressure. Each man has a unique make-up, which includes class, occupation, ethnicity, personality, intelligence, style and experience. But 12 Angry Men is also an interesting exploration of masculinity. Because Hofstede has included a category of "masculine/feminine" in his study of national culture, it is an interesting oversight that he does not comment on this powerful element of the drama. People identify along various lines, in terms of ethnicities, languages, histories, sexuality, politics and nationalism. Most people do have multiple and varied aspects to their identity. However, Hofstede sees multiple lines of identification as causing "conflicting mental programs". Hofstede claims that identification on the gender level of his hierarchy is determined "according to whether a person was born as a girl or as a boy" (10). Hofstede misses the crucial point that whilst whether one is born female or male determines one's sex, whether one is enculturated as and identifies as feminine or masculine indicates one's gender. Sex and gender are not the same thing. Sex is biological (natural) and gender is ideological (socially constructed and naturalised). This sort of blindness to the ideological component of identity is a fundamental flaw in Hofstede's thesis. Hofstede takes ideological constructions as given, as natural. For example, in endnote 1 of Chapter 4, "He, she, and (s)he", he writes "My choice of the terms (soft feminine and hard masculine) is based on what is in virtually all societies, not on what anybody thinks should be (107, his italics). He reinforces the notion of gendered essences, or essences which constitute national identity. Indeed, the world is not made up of entities or essences that are masculine or feminine, Western or Eastern, active or passive. And the question is not so much about empirical accuracy along such lines, but rather what are the effects of always reinscribing cultures as Western or Eastern, masculine or feminine, collectivist or individualist. In an era of globalism and mass, interconnected communication, identities are multiple, and terms like East and West, masculine and feminine, active and passive, should be used as undecidable codes that, at the most, flag fragments of histories and ideologies. Identity East and West are concepts that did not come out of a political or cultural vacuum. They are categories, or concepts, that originated and flourished with European expansionism from the 17th century. They underwrote imperialism and colonisation. They are not inert labels that merely point to something "out there". East and West, like masculine and feminine or any other binary pair, indicate an imaginary relationship that prioritises one of the pair over the other. People and cultures cannot be separated into static Western and Eastern essences. Culture itself is always diverse and dynamic. It is marked by migration, diaspora, and exile, not to mention historical change. There are no "original" cultures. The sort of discourse Hofstede uses to describe cultures is based on an ontological and epistemological distinction made between East and West. Culture is not something invisible or intangible. Culture is not something obscure that is in the mind (whatever or wherever that is) which manifests itself in peculiar behaviours. Culture is what and how we communicate, whether that takes the form of speech, gestures, novels, plays, architecture, style, or art. And, as such, communication includes the objects we produce and exchange and the symbols to which we give meaning. So, when Hofstede writes that the Austrian watchmaker acts the way he does because he cannot behave otherwise. After many years in his new home country, he still behaves the way he was raised. He carries within himself an indelible pattern of behaviour he is attributing a whole range of qualities which are frequently given by dominant cultures to their cultural "others" (1). Hofstede attributes politeness, tradition, and, above all, stasis, to the European-Austrian watchmaker. The phrase "after many years in his new home country" is contradictory. If so many years have passed, why is "home" still "new"? And, indeed, the watchmaker might still behave the way he was raised, but it would be safe to assume that the garage owner also behaves the way he was raised. One of the main points made in 12 Angry Men is that twelve American men are all very different to each other in terms of values and behaviour. All this is represented in the dialogue and behaviour of twelve men in a closed room. If we are concerned with different kinds of social behaviour, and we are not concerned with pathological behaviour, then how can we know what anyone carries within themselves? Why do we want to know what anyone carries within themselves? From a cultural studies perspective, the last question is political. However, from a business studies perspective, that question is naïve. The radical economic rationalist would want to know as much as possible about cultural differences so that we can better target consumer groups and be more successful in cross-cultural negotiations. In colonial days, foreigners often wielded absolute power in other societies and they could impose their rules on it [sic]. In these postcolonial days, foreigners who want to change something in another society will have to negotiate their interventions. (7) Those who wielded absolute power in the colonies were the non-indigenous colonisers. It was precisely the self-legitimating step of making a place a colony that ensured an ongoing presence of the colonising power. The impetus behind learning about the Other in the colonial times was a combination of spiritual salvation (as in the "mission civilisatrice") and economic exploitation (colonies were seen as resources for the benefit of the European and later American centres). And now, the impetus behind learning about cultural difference is that "negotiation is more likely to succeed when the parties concerned understand the reasons for the differences in viewpoints" (7). Culture as Commerce What, in fact, happens, is that business studies simultaneously wants to "do" components of cross-cultural studies, as it is clearly profitable, while shunning the theoretical discipline of cultural studies. A fundamental flaw in a business studies perspective, which is based on Hofstede's work, is a blindness to the ideological and historical component of identity. Business studies has picked up just enough orientalism, feminism, marxism, deconstruction and postcolonialism to thinly disavow any complicity with dominant (and dominating) discourses, while getting on with business-as-usual. Multiculturalism and gender are seen as modern categories to which one must pay lip service, only to be able to get on with business-as-usual. Negotiation, compromise and consensus are desired not for the sake of success in civil processes, but for the material value of global market presence, acceptance and share. However, civil process and commercial interests are not easily separable. To refer to a cultural economy is not just to use a metaphor. The materiality of business, in the various forms of commercial transactions, is itself part of one's culture. That is, culture is the production, consumption and circulation of objects (including less easily definable objects, like performance, language, style and manners). Also, culture is produced and consumed socially (in the realm of the civil) and circulates through official and unofficial social and commercial mechanisms. Culture is a material and social phenomenon. It's not something hidden from view that only reveals itself in behaviours. Hofstede rightly asserts that culture is learned and not inherited. Human nature is inherited. However, it is very difficult to determine exactly what human nature is. Most of what we consider to be human nature turns out to be, upon close inspection, ideological, naturalised. Hofstede writes that what one does with one's human nature is "modified by culture" (5). I would argue that whatever one does is cultural. And this includes taking part in commercial transactions. Even though commercial transactions (including the buying and selling of services) are material, they are also highly ritualistic and highly symbolic, involving complex forms of communication (verbal and nonverbal language). Culture as Mental Programming Hofstede's insistent ontological reference to 'the sources of one's mental programs' is problematic for many reasons. There is the constant ontological as well as epistemological distinction being made between cultures, as if there is a static core to each culture and that we can identify it, know what it is, and deal with it. It is as if culture itself is a knowable essence. Even though Hofstede pays lip service to culture as a social phenomenon, saying that "the sources of one's mental programs lie within the social environments in which one grew up and collected one's life experiences" (4), and that past theories of race have been largely responsible for massive genocides, he nevertheless implies a kind of biologism simply by turning the mind (a radical abstraction) into something as crude as computer software, where data can be stored, erased or reconfigured. In explaining how culture is socially constructed and not biologically determined, Hofstede says that one's mental programming starts with the family and goes on through the neighbourhood, school, social groups, the work place, and the community. He says that "mental programs vary as much as the social environments in which they were acquired", which is nothing whatsoever like computer software (4-5). But he carries on to claim that "a customary term for such mental software is culture" (4, my italics). Before the large-scale changes which took place in the second half of the twentieth century in disciplines like anthropology, history, linguistics, and psychology, culture was seen to be a recognisable, determined, contained, consistent way of living which had deep psychic roots. Today, any link between mental processes and culture (formerly referred to as "race") cannot be sustained. We must be cautious against presuming to understand the relationship between mental process and social life and also against concluding that the content of the mind in each racial (or, if you like, ethnic or cultural) group is of a peculiar kind, because it is this kind of reductionism that feeds stereotypes. And it is the accumulation of knowledge about cultural types that implies power over the very types that are thus created. Conclusion A genuinely interdisciplinary approach to communication, commerce and culture would make business studies more theoretical and more challenging. And it would make cultural studies take commerce more seriously, beyond a mere celebration of shopping. This article has attempted to reveal some of the cracks in how business studies accounts for cultural diversity in an age of global commercial ambitions. It has also looked at how Hofstede's writings, as exemplary of the business studies perspective, papers over those cracks with a very thin layer of pluralist cultural relativism. This article is an invitation to open up a critical dialogue which dares to go beyond disciplinary traditionalisms in order to examine how meaning, communication, culture, language and commerce are embedded in each other. References Carothers, J.C. Mind of Man in Africa. London: Tom Stacey, 1972. Degabriele, Maria. Postorientalism: Orientalism since "Orientalism". Ph.D. Thesis. Perth: Murdoch University, 1997. Geertz, Clifford. The Interpretation of Cultures: Selected Essays. New York: Basic Books, 1973. Hofstede, Geert. Cultures and Organisations: Software of the Mind. Sydney: McGraw-Hill, 1991. Moore, Charles A., ed. The Japanese Mind: Essentials of Japanese Philosophy and Culture. Honolulu: East-West Centre, U of Hawaii, 1967. Patai, Raphael. The Arab Mind. New York: Scribner, 1983. Toffler, Alvin. Future Shock: A Study of Mass Bewildernment in the Face of Accelerating Change. Sydney: Bodley Head, 1970. 12 Angry Men. Dir. Sidney Lumet. Orion-Nova, USA. 1957. Citation reference for this article MLA style: Maria Degabriele. "Business as Usual: How Business Studies Thinks Culture." M/C: A Journal of Media and Culture 3.2 (2000). [your date of access] Chicago style: Maria Degabriele, "Business as Usual: How Business Studies Thinks Culture," M/C: A Journal of Media and Culture 3, no. 2 (2000), ([your date of access]). APA style: Maria Degabriele. (2000) Business as usual: how business studies thinks culture. M/C: A Journal of Media and Culture 3(2). ([your date of access]).

Introduction Negative stereotyping of alternative diets such as veganism and other plant-based diets has been common in Australia, conventionally a meat-eating culture (OECD qtd. in Ting). Indeed, meat consumption in Australia is sanctioned by the ubiquity of advertising linking meat-eating to health, vitality and nation-building, and public challenges to such plant-based diets as veganism. In addition, state, commercial enterprises, and various community groups overtly resist challenges to Australian meat-eating norms and to the intensive animal husbandry practices that underpin it. Hence activists, who may contest not simply this norm but many of the customary industry practices that comprise Australia’s meat production, have been accused of promoting a vegan agenda and even of undermining the “Australian way of life”.If veganism meansa philosophy and way of living which seeks to exclude—as far as is possible and practicable—all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose; and by extension, promotes the development and use of animal-free alternatives for the benefit of humans, animals and the environment. In dietary terms it denotes the practice of dispensing with all products derived wholly or partly from animals. (Vegan Society)then our interest in this article lies in how a stereotyped label of veganism (and other associated attributes) is being used across Australian public spheres to challenge the work of animal activists as they call out factory farming for entrenched animal cruelty. This is carried out in three main parts. First, following an outline of our research approach, we examine the processes of stereotyping and the key dimensions of vegan stereotyping. Second, in the main part of the article, we reveal how opponents to such animal activist organisations as Animals Australia attempt to undermine activist calls for change by framing them as promoting an un-Australian vegan agenda. Finally, we consider how, despite such framing, that organisation is generating productive public debate around animal welfare, and, further, facilitating the creation of new activist identifications and identities.Research ApproachData collection involved searching for articles where Animals Australia and animal activism were yoked with veg*n (vegan and vegetarian), across the period May 2011 to 2016 (discussion peaked between May and June 2013). This period was of interest because it exposed a flare point with public discord being expressed between communities—namely between rural and urban consumers, farmers and animal activists, Coles Supermarkets (identified by The Australian Government the Treasury as one of two major supermarkets holding over 65% share of Australian food retail market) and their producers—and a consequent voicing of disquiet around Australian identity. We used purposive sampling (Waller, Farquharson, and Dempsey 67) to identify relevant materials as we knew in advance the case was “information-rich” (Patton 181) and would provide insightful information about a “troublesome” phenomenon (Emmel 6). Materials were collected from online news articles (30) and readers’ comments (167), online magazines (2) and websites (2) and readers’ comments (3), news items (Factiva 13), Australian Broadcasting Commission television (1) and radio (1), public blogs (2), and Facebook pages from involved organisations, specifically Australia’s National Farmers’ Federation (NFF, 155 posts) and Coles Supermarkets (29 posts). Many of these materials were explicitly responsive to a) Animals Australia’s Make It Possible campaign against Australian factory farming (launched and highly debated during this period), and b) Coles Supermarket’s short-lived partnership with Animals Australia in 2013. We utilised content analysis so as to make visible the most prominent and consistent stereotypes utilised in these various materials during the identified period. The approach allowed us to code and categorise materials so as to determine trends and patterns of words used, their relationships, and key structures and ways of speaking (Weerakkody). In addition, discourse analysis (Gee) was used in order to identify and track “language-in-use” so as to make visible the stereotyping deployed during the public reception of both the campaign and Animals Australia’s associated partnership with Coles. These methods enabled a “nuanced approach” (Coleman and Moss 12) with which to spot putdowns, innuendos, and stereotypical attitudes.Vegan StereotypingStereotypes creep into everyday language and are circulated and amplified through mainstream media, speeches by public figures, and social media. Stereotypes maintain their force through being reused and repurposed, making them difficult to eradicate due to their “cumulative effects” and influence (Harris and Sanborn 38; Inzlicht, Tullett, Legault, and Kang; Pickering). Over time stereotypes can become the lens through which we view “the world and social reality” (Harris and Sanborn 38; Inzlicht et al.). In summation, stereotyping:reduces identity categories to particular sets of deeds, attributes and attitudes (Whitley and Kite);informs individuals’ “cognitive investments” (Blum 267) by associating certain characteristics with particular groups;comprises symbolic and connotative codes that carry sets of traits, deeds, or beliefs (Cover; Rosello), and;becomes increasingly persuasive through regulating language and image use as well as identity categories (Cover; Pickering; Rosello).Not only is the “iterative force” (Rosello 35) of such associative stereotyping compounded due to its dissemination across digital media sites such as Facebook, YouTube, websites, and online news, but attempts to denounce it tend to increase its “persuasive power” (29). Indeed, stereotypes seem to refuse “to die” (23), remaining rooted in social and cultural memory (Whitley and Kite 10).As such, despite the fact that there is increasing interest in Australia and elsewhere in new food norms and plant-based diets (see, e.g., KPMG), as well as in vegan lifestyle options (Wright), studies still show that vegans remain a negatively stereotyped group. Previous studies have suggested that vegans mark a “symbolic threat” to Western, conventionally meat-eating cultures (MacInnis and Hodson 722; Stephens Griffin; Cole and Morgan). One key UK study of national newspapers, for instance, showed vegans continuing to be discredited in multiple ways as: 1) “self-evidently ridiculous”; 2) “ascetics”; 3) having a lifestyle difficult and impossible to maintain; 4) “faddist”; 5) “oversensitive”; and 6) “hostile extremists” (Cole and Morgan 140–47).For many Australians, veganism also appears anathema to their preferred culture and lifestyle of meat-eating. For instance, the NFF, Meat & Livestock Australia (MLA), and other farming bodies continue to frame veganism as marking an extreme form of lifestyle, as anti-farming and un-Australian. Such perspectives are also circulated through online rural news and readers’ comments, as will be discussed later in the article. Such representations are further exemplified by the MLA’s (Lamb, Australia Day, Celebrate Australia) Australia Day lamb advertising campaigns (Bembridge; Canning). For multiple consecutive years, the campaign presented vegans (and vegetarians) as being self-evidently ridiculous and faddish, representing them as mentally unhinged and fringe dwellers. Such stereotyping not only invokes “affective reactions” (Whitley and Kite 8)—including feelings of disgust towards individuals living such lifestyles or holding such values—but operates as “political baits” (Rosello 18) to shore-up or challenge certain social or political positions.Although such advertisements are arguably satirical, their repeated screening towards and on Australia Day highlights deeply held views about the normalcy of animal agriculture and meat-eating, “homogenizing” (Blum 276; Pickering) both meat-eaters and non-meat-eaters alike. Cultural stereotyping of this kind amplifies “social” as well as political schisms (Blum 276), and arguably discourages consumers—whether meat-eaters or non-meat-eaters—from advocating together around shared goals such as animal welfare and food safety. Additionally, given the rise of new food practices in Australia—including flexitarian, reducetarian, pescatarian, kangatarian (a niche form of ethical eating), vegivores, semi-vegetarian, vegetarian, veganism—alongside broader commitments to ethical consumption, such stereotyping suggests that consumers’ actual values and preferences are being disregarded in order to shore-up the normalcy of meat-eating.Animals Australia and the (So-Called) Vegan Agenda of Animal ActivismGiven these points, it is no surprise that there is a tacit belief in Australia that anyone labelled an animal activist must also be vegan. Within this context, we have chosen to primarily focus on the attitudes towards the campaigning work of Animals Australia—a not-for-profit organisation representing some 30 member groups and over 2 million individual supporters (Animals Australia, “Who Is”)—as this organisation has been charged as promoting a vegan agenda. Along with the RSPCA and Voiceless, Animals Australia represents one of the largest animal protection organisations within Australia (Chen). Its mission is to:Investigate, expose and raise community awareness of animal cruelty;Provide animals with the strongest representation possible to Government and other decision-makers;Educate, inspire, empower and enlist the support of the community to prevent and prohibit animal cruelty;Strengthen the animal protection movement. (Animals Australia, “Who Is”)In delivery of this mission, the organisation curates public rallies and protests, makes government and industry submissions, and utilises corporate outreach. Campaigning engages the Web, multiple forms of print and broadcast media, and social media.With regards to Animals Australia’s campaigns regarding factory farming—including the Make It Possible campaign (see fig. 1), launched in 2013 and key to the period we are investigating—the main message is that: the animals kept in these barren and constrictive conditions are “no different to our pets at home”; they are “highly intelligent creatures who feel pain, and who will respond to kindness and affection – if given the chance”; they are “someone, not something” (see the Make It Possible transcript). Campaigns deliberately strive to engender feelings of empathy and produce affect in viewers (see, e.g., van Gurp). Specifically they strive to produce mainstream recognition of the cruelties entrenched in factory farming practices and build community outrage against these practices so as to initiate industry change. Campaigns thus expressly challenge Australians to no longer support factory farmed animal products, and to identify with what we have elsewhere called everyday activist positions (Rodan and Mummery, “Animal Welfare”; “Make It Possible”). They do not, however, explicitly endorse a vegan position. Figure 1: Make It Possible (Animals Australia, campaign poster)Nonetheless, as has been noted, a common counter-tactic used within Australia by the industries targeted by such campaigns, has been to use well-known negative stereotypes to discredit not only the charges of systemic animal cruelty but the associated organisations. In our analysis, we found four prominent interconnected stereotypes utilised in both digital and print media to discredit the animal welfare objectives of Animals Australia. Together these cast the organisation as: 1) anti-meat-eating; 2) anti-farming; 3) promoting a vegan agenda; and 4) hostile extremists. These stereotypes are examined below.Anti-Meat-EatingThe most common stereotype attributed to Animals Australia from its campaigning is of being anti-meat-eating. This charge, with its associations with veganism, is clearly problematic for industries that facilitate meat-eating and within a culture that normalises meat-eating, as the following example expresses:They’re [Animals Australia] all about stopping things. They want to stop factory farming – whatever factory farming is – or they want to stop live exports. And in fact they’re not necessarily about: how do I improve animal welfare in the pig industry? Or how do I improve animal welfare in the live export industry? Because ultimately they are about a meat-free future world and we’re about a meat producing industry, so there’s not a lot of overlap, really between what we’re doing. (Andrew Spencer, Australian Pork Ltd., qtd. in Clark)Respondents engaging this stereotype also express their “outrage at Coles” (McCarthy) and Animals Australia for “pedalling [sic]” a pro-vegan agenda (Nash), their sense that Animals Australia is operating with ulterior motives (Flint) and criminal intent (Brown). They see cultural refocus as unnecessary and “an exercise in futility” (Harris).Anti-FarmingTo be anti-farming in Australia is generally considered to be un-Australian, with Glasgow suggesting that any criticism of “farming practices” in Australian society can be “interpreted as an attack on the moral integrity of farmers, amounting to cultural blasphemy” (200). Given its objectives, it is unsurprising that Animals Australia has been stereotyped as being “anti-farming”, a phrase additionally often used in conjunction with the charge of veganism. Although this comprises a misreading of veganism—given its focus on challenging animal exploitation in farming rather than entailing opposition to all farming—the NFF accused Animals Australia of being “blatantly anti-farming and proveganism” (Linegar qtd. in Nason) and as wanting “to see animal agriculture phased out” (National Farmers’ Federation). As expressed in more detail:One of the main factors for VFF and other farmers being offended is because of AA’s opinion and stand on ALL farming. AA wants all farming banned and us all become vegans. Is it any wonder a lot of people were upset? Add to that the proceeds going to AA which may have been used for their next criminal activity washed against the grain. If people want to stand against factory farming they have the opportunity not to purchase them. Surely not buying a product will have a far greater impact on factory farmed produce. Maybe the money could have been given to farmers? (Hunter)Such stereotyping reveals how strongly normalised animal agriculture is in Australia, as well as a tendency on the part of respondents to reframe the challenge of animal cruelty in some farming practices into a position supposedly challenging all farming practices.Promoting a Vegan AgendaAs is already clear, Animals Australia is often reproached for promoting a vegan agenda, which, it is further suggested, it keeps hidden from the Australian public. This viewpoint was evident in two key examples: a) the Australian public and organisations such as the NFF are presented as being “defenceless” against the “myopic vitriol of the vegan abolitionists” (Jonas); and b) Animals Australia is accused of accepting “loans from liberation groups” and being “supported by an army of animal rights lawyers” to promote a “hard core” veganism message (Bourke).Nobody likes to see any animals hurt, but pushing a vegan agenda and pushing bad attitudes by group members is not helping any animals and just serves to slow any progress both sides are trying to resolve. (V.c. Deb Ford)Along with undermining farmers’ “legitimate business” (Jooste), veganism was also considered to undermine Australia’s rural communities (Park qtd. in Malone).Hostile ExtremistsThe final stereotype linking veganism with Animals Australia was of hostile extremism (cf. Cole and Morgan). This means, for users, being inimical to Australian national values but, also, being akin to terrorists who engage in criminal activities antagonistic to Australia’s democratic society and economic livelihood (see, e.g., Greer; ABC News). It is the broad symbolic threat that “extremism” invokes that makes this stereotype particularly “infectious” (Rosello 19).The latest tag team attacks on our pork industry saw AL giving crash courses in how to become a career criminal for the severely impressionable, after attacks on the RSPCA against the teachings of Peter Singer and trying to bully the RSPCA into vegan functions menu. (Cattle Advocate)The “extremists” want that extended to dairy products, as well. The fact that this will cause the total annihilation of practically all animals, wild and domestic, doesn’t bother them in the least. (Brown)What is interesting about these last two dimensions of stereotyping is their displacement of violence. That is, rather than responding to the charge of animal cruelty, violence and extremism is attributed to those making the charge.Stereotypes and Symbolic Boundary ShiftingWhat is evident throughout these instances is how stereotyping as a “cognitive mechanism” is being used to build boundaries (Cherry 460): in the first instance, between “us” (the meat-eating majority) and “them” (the vegan minority aka animal activists); and secondly between human interest and livestock. This point is that animals may hold instrumental value and receive some protection through such, but any more stringent arguments for their protection at the expense of perceived human interests tend to be seen as wrong-headed (Sorenson; Munro).These boundaries are deeply entrenched in Western culture (Wimmer). They are also deeply problematic in the context of animal activism because they fragment publics, promote restrictive identities, and close down public debate (Lamont and Molnár). Boundary entrenching is clearly evident in the stereotyping work carried out by industry stakeholders where meat-eating and practices of industrialised animal agriculture are valorised and normalised. Challenging Australia’s meat production practices—irrespective of the reason given—is framed and belittled as entailing a vegan agenda, and further as contributing to the demise of farming and rural communities in Australia.More broadly, industry stakeholders are explicitly targeting the activist work by such organisations as Animals Australia as undermining the ‘Australian way of life’. In their reading, there is an irreconcilable boundary between human and animal interests and between an activist minority which is vegan, unreasonable, extremist and hostile to farming and the meat-eating majority which is representative of the Australian community and sustains the Australian economy. As discussed so far, such stereotyping and boundary making—even in their inaccuracies—can be pernicious in the way they entrench identities and divisions, and close the possibility for public debate.Rather than directly contesting the presuppositions and inaccuracies of such stereotyping, however, Animals Australia can be read as cultivating a process of symbolic boundary shifting. That is, rather than responding by simply underlining its own moderate position of challenging only intensive animal agriculture for systemic animal cruelty, Animals Australia uses its campaigns to develop “boundary blurring and crossing” tactics (Cherry 451, 459), specifically to dismantle and shift the symbolic boundaries conventionally in place between humans and non-human animals in the first instance, and between those non-human animals used for companionship and those used for food in the second (see fig. 2). Figure 2: That Ain’t No Way to Treat a Lady (Animals Australia, campaign image on back of taxi)Indeed, the symbolic boundaries between humans and animals left unquestioned in the preceding stereotyping are being profoundly shaken by Animals Australia with campaigns such as Make It Possible making morally relevant likenesses between humans and animals highly visible to mainstream Australians. Namely, the organisation works to interpellate viewers to exercise their own capacities for emotional identification and moral imagination, to identify with animals’ experiences and lives, and to act upon that identification to demand change.So, rather than reactively striving to refute the aforementioned stereotypes, organisations such as Animals Australia are modelling and facilitating symbolic boundary shifting by building broad, emotionally motivated, pathways through which Australians are being encouraged to refocus their own assumptions, practices and identities regarding animal experience, welfare and animal-human relations. Indeed the organisation has explicitly framed itself as speaking on behalf of not only animals but all caring Australians, suggesting thereby the possibility of a reframing of Australian national identity. Although such a tactic does not directly contest this negative stereotyping—direct contestation being, as noted, ineffective given the perniciousness of stereotyping—such work nonetheless dismantles the oppositional charge of such stereotyping in calling for all Australians to proudly be a little bit anti-meat-eating (when that meat is from factory farmed animals), a little bit anti-factory farming, a little bit pro-veg*n, and a little bit proud to consider themselves as caring about animal welfare.For Animals Australia, in other words, appealing to Australians to care about animal welfare and to act in support of that care, not only defuses the stereotypes targeting them but encourages the work of symbolic boundary shifting that is really at the heart of this dispute. 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