Journal articles on the topic 'Music videos Europe History and criticism'

Launched in 1995, the Dutch music television channel The Music Factory (TMF) presented a local alternative to MTV Europe, owned by the US-based conglomerate Viacom. In 2001, Viacom took over TMF, which by then proved to be far more popular than MTV Europe among the Dutch young viewers. Ten years later, Viacom discontinued the TMF brand. This article places the relatively short history of TMF within the contexts of American and globalization, the expansion of European television from nationally based public broadcasters to commercial pan-European television networks, and the shift from television to other media platforms as the dominant form of distributing music videos.

In 1965, the Institute for Jazz at the University of Music and Performing Arts (then the Academy of Music) in Graz started to build a reputation as a pioneer in jazz education in Europe. Upon the establishment of a separate Institute for Jazz Research in 1971, the institution was able to position itself as an academic centre with a focus on both artistic practice and the academic study of jazz; as such, it also inspired other jazz programmes across Central Europe. This article discusses the determining factors and socio-cultural conditions for the development of the Jazz Institutes in Graz and analyses aspects of professionalisation, internationalisation and outreach activities both local and international. The leading personalities in the institution's history are introduced, and their activities from 1965 to 1980 are described. After an overview of the Institute's current state, the article discusses internal and external conflicts and criticism of the Institute's activities, artistic orientation and status. Research for this article was compiled as part of the FWF research project ‘Jazz & the City: Identity of a Capital of Jazz', conducted at the University of Music and Performing Arts in Graz from 2011 to 2013 under Prof. Dr Franz Kerschbaumer

From Flaubert to Richard Strauss, male artists in late nineteenth-century Europe were fascinated by the figure of Salome. This fascination, indeed, amounted to a genuine craze. One representation sparked another: J.-K. Huysmans fantasised about paintings by Gustave Moreau; Oscar Wilde expanded on Huysmans; Aubrey Beardsley illustrated Wilde. Fine editions of Wilde's Salome with Beardsley's illustrations remained cult objects well into the twentieth century. In general, the Salome craze, like the science and medicine of its day, sought to legitimise new forms of control by men over the bodies and behaviour of women. The present paper revisits this well-known episode in cultural history with two distinct aims in mind, one interpretative, the other methodological. The interpretative aim is to offer a feminist approach to the fin-de-sièclecompulsion to retell the Salome story with lavish attention to misogynist imagery - those quivering female bodies and gory male heads. The methodological aim is to find a meeting ground for literary criticism and musicology as both disciplines aspire to become vehicles of a more comprehensive criticism of culture.

While there is a surprising critical consensus underpinning the myth that British music video began in the mid-1970s with Queen's video for ‘Bohemian Rhapsody’, few scholars have pursued John Mundy's (1999) lead in locating its origins a decade earlier. Although the relationship between film and the popular song has a much longer history, this article seeks to establish that the international success of British beat groups in the first half of the 1960s encouraged television broadcasters to target the youth audience with new shows that presented their idols performing their latest hits (which normally meant miming to recorded playback). In the UK, from 1964, the BBC's Top of the Pops created an enduring format specifically harnessed to popular music chart rankings. This format created a demand for the top British artists' regular studio presence which their busy touring schedules could seldom accommodate; American artists achieving British pop chart success rarely appeared on the show in person. These frequent absences, then, coupled with the desire by broadcasters elsewhere in Europe and America to present popular British acts, created a demand for pre-recorded or filmed inserts to be produced and shown in lieu of the artists themselves appearing. Drawing on records held at the BBC's Written Archives and elsewhere, and interviews with a number of 1960s music video directors, this article evidences TV's demand-driver and illustrates how the ‘pop promo’, in the hands of some, became a creative enterprise which exceeded television's requirement to cover for an artist's studio absence.

In 1946, just after emigrating from Nazi Germany via the Netherlands and Cuba to the United States, Edward Lowinsky published The Secret Chromatic Art in the Netherlands Motet. He posited a system of chromatic modulations through musica ficta in sixteenth-century Netherlandish polyphony circulated by clandestine heretic societies during the period of religious struggle in the Low Countries. According to Lowinsky, in the second half of the century a small contingent of northern musicians with radical Protestant sympathies wrote pieces that appeared on the surface to set texts and use diatonic melodies condoned by the Church. Beneath that compliant surface lurked secret chromaticism and seditious meanings that remained hidden from the Inquisition. Despite Lowinsky’s obvious interest in odd passages in motets of Clemens non Papa, Lassus, and others, I argue that his history as a Jew in Nazi Germany and then as an exile from that regime compelled his idiosyncratic hearing of sixteenth-century polyphony. A close reading of the text suggests that Lowinsky identified with the composers he wrote about and that he aligned Nazi Germany with the Catholic Inquisition. Beyond its engagement with music theory and cultural history, The Secret Chromatic Art delivers a modern narrative of oppressed minorities, authoritarian regimes, and the artistic triumph of the dispossessed. The Secret Chromatic Art matters today because its themes of displacement and cultural estrangement echo similar issues that Pamela Potter and Lydia Goehr have discerned in the work of other exiled musicians and scholars who migrated from Nazi-controlled Europe to the United States, and whose contributions helped shape our discipline. Moreover, Lowinsky’s theory figured prominently in the debate initiated by Joseph Kerman in the 1960s that pitted American criticism against German positivism, a polemic that is still with us today.

This article focuses on the biography and works of South-African poet, writer and artist Wopko Jensma. He was often referred to as “the first South-African”, implying that he, like no other, was able to merge his own culture — that of Afrikaaners — with mythology, music and languages of black and coloured population of the SAR. His works had been exhibited in the USA and Europe and had been forbidden in his homeland as the consequence of his criticism of Apartheid. Jensma, like no other South-African poet, exploited the theme of loneliness, alienation and restlessness. He was not able to close his eyes on the crimes committed by his nation and unable to demonstrate ignorance towards the suppressed groups of people. This feeling of frustration had been growing and, combined with anxiety and helplessness, at the end brought him to schizophrenia. This article concentrates on the analysis of the challenging creative track pursued by Jensma against the background of historical events of Apartheid period. It demonstrates the way how aggressive politics of the State leads to the development of “sick” society, increasing aggression, disintegration, emergence of “double-thinking”, a maddening feeling of being involved in crime. It clearly gives birth to the trauma, which is extremely difficult to overcome, even for the entire generation — and sometimes even impossible to overcome.

The ideals of tolerance and cultural exchange associated with the interfaith past of Muslim Spain (al-Andalus) have become a symbol for Andalusian regionalism and for the integration of Moroccan communities. Nowhere is this more keenly felt than in the context of music. In cities such as Granada, Moroccan and Spanish musicians actively promote the ideals of intercultural dialogue through the performance of repertoires such as flamenco and Arab-Andalusian music that allegedly possess a shared cultural history. In this article, we examine the interrelationship between music and ‘intercultural regionalism’, focusing on how music is used by public institutions to ground social integration in the discourse of regionalism. Against a backdrop of rising Islamophobia and the mobilization of right-wing populist and anti-immigration rhetoric both within Spain and internationally, the authors consider how music can be used to promote social integration, to overcome Islamophobia and to tackle radicalization. We advance two arguments. First, we argue that the musical interculturalism promoted by a variety of institutions needs to be understood within the wider project of Andalusian regionalism. Here, we note that musical integration of Spain’s cultural and historical ‘Other’ (Moroccans) into Andalusian society is promoted as a model for how Europe can overcome the alleged ‘death of multiculturalism’. The preferential way to achieve this objective is through ‘intercultural regionalism’, envisioned as the combination of regional identity-building and intercultural interactions between communities that share a common cultural heritage. Second, we assess some of the criticism of the efficacy of al-Andalus as a model for contemporary intercultural exchange. Combining approaches in political science and ethnomusicology, we focus on one case study, the Fundación Tres Culturas (FTC). Through interviews with figures within the FTC, we examine why this model has become partly insufficient and how it is borne out in the sorts of musical activities programmed by FTC that seek to move beyond the ‘andalusí’ myth. We conclude by recognizing the continuing regional and international importance of this myth but we question its integrating capacity at a time of radical political, economic and environmental upheaval.

The enthusiastic (even excessive) consumerism of contemporary western society has its roots, according to some, in the expansion of the consumption of goods in Renaissance Europe. Early modern men and women were ardent, even “passionate” consumers. Such self-indulgence was regarded as decadent and socially perilous; religious and other moral authorities of the era sought to eradicate or at least control these sins of excess. My study examines criticism of “crimes of consumption” in both serious and satirical French literature of the early modern era, including such pamphlets as Frenaizie fantastique Françoise Sur la Nouvelle Mode des Nouveaux Courtisans bottez de ce temps and Pasquil de la Cour pour apprendre à discourir et s’habiller à la mode. Scrutiny of these texts suggest that women’s “crimes of consumption” tended to reveal who they “really were”—bad women, sinful women, dangerous women who led men into sin. Men’s crimes of passionate consumption sometimes also revealed their sinful selves—some were seen as gluttons, for example. But men’s consumption was also, at times, condemned as an attempt to appear to be what they were not; their display of acquired objects revealed an effort to claim membership in a social class to which they did not belong. Le consumérisme enthousiaste (et même démesuré) de la société occidentale contemporaine a ses racines, d’après certains, dans l’expansion de la consommation de biens en Europe pendant la Renaissance. Dès les débuts de la modernité, hommes et femmes furent des consommateurs ardents, voire « passionnés ». S’adonner au plaisir d’acquérir était sévèrement condamné par les théologiens et les moralistes. Cet article examine la critique de ces passions excessives dans la littérature morale et satirique de l’époque, incluant les pamphlets tels que Frenaizie fantastique Françoise Sur la Nouvelle Mode des Nouveaux Courtisans bottez de ce temps et Pasquil de la Cour pour apprendre à discourir et s’habiller à la mode. Une analyse approfondie de ces textes montre combien la question du gender influe sur l’interprétation de ces passions : la femme coupable de tels excès y est vue mauvaise, pécheresse, dangereuse pour l’homme ; l’homme, quant à lui, est condamné pour dissimuler et vouloir paraître autre que ce qu’il est, entendre d’une autre classe que celle à laquelle il appartient.

Au cours des dernières décennies, un travail considérable a été accompli par les chercheurs canadiens dans l’exhumation et la réhabilitation des textes des femmes de lettres de la Renaissance française. En raison de leur positionnement géographique à l’intersection des États-Unis et de l’Europe, ces chercheurs participent à la fois des avancées de la recherche française en matière d’érudition et des percées théoriques de la réflexion nord-américaine, enrichie par les gender studies et les études culturelles. Cela explique en partie le caractère original de leur contribution à ce champ de recherche, tant par le choix de leur objet d’étude et l’exploration de corpus marginaux que par l’approche critique et le positionnement théorique qu’ils ont adoptés. Le présent article vise à cerner la spécificité des activités de recherche menées en langue française au Canada dans les domaines bibliographique, éditorial et critique, en portant une attention particulière aux enjeux théoriques et idéologiques des choix effectués par les chercheurs. Over the past few decades, significant work has been accomplished by Canadian researchers unearthing and recovering texts by the women writers of the French Renaissance. Because of their geographical location—at the intersection of the United States and Europe—these researchers share simultaneously in the advances of French research in the discipline of scholarship and in the theoretical breakthroughs of North American thought informed by gender and cultural studies. This explains, in part, the unique character of their contribution to this field of research — as much for their chosen object of study and exploration of a marginal corpus of work as by their adoption of a certain critical approach and theoretical position. This article seeks to outline the specific features of research activities undertaken in the French language in Canada in the areas of bibliography, editing, and criticism, highlighting in particular the theoretical and ideological issues at stake in the choices made by the researchers.

The article is devoted to one of the forms of creative synthesis of types of art, which is being actualized in the modern space-time of musical and stage compositions, including through its own historical and genetic code. Singing in ballet appears in the context of art of the early 20th century as a common aesthetic phenomenon. However, music criticism and academic science have not yet provided the explanation of its mechanisms (image-aesthetic, psychological, form-creating, communicative), its overriding tasks in the concepts of modern musical theatre. The experience of problem statement in the field of interpretology provides the relevance of the topic of the article and determines the novelty of the obtained results. The purpose of the article is to reveal the preconditions and content of the functional unity of the art of singing and dance against the background of artistic trends of the early 20th century (starting with “Pulcinella” by I. Stravinsky). The creative tandem of dance and singing has its roots in ancient Greek culture, on which the creators of the French tradition of ballets du court (J.-B. Llully focused. In the realm of «mixed genres» of baroque music, the «golden age» of homo musicus began. The latest history of singing in ballet begins with I. Stravinsky, his «Pulchinelli». The obtained results of the research of the problem “What is singing in ballet — a tribute to history or an invention of modern culture”? First, the presence of the “genetic code” of this phenomenon in the art of Western Europe of the Modern times; secondly, the regularity of the tendency to synthesize singing in the art of ballet as a manifestation of neoclassicism, closely related to the historicism of compositional thinking of I. Stravinsky. The conclusions outline the preconditions and content of the functional unity of singing and dance in the format of artistic trends of the early 20th century: 1) the historical and cultural code of French art (singing — dramatic play — dance); 2) personal self-reflection of I. Stravinsky (his relations on the basis of creative cooperation in the early 20th century later formed a wide range of communication for artists: O. Rodin, A. Modigliani, K. Monet, P. Picasso, V. Kandinsky); 3) imitation of pre-classical, pre-baroque, and ancient folk traditions. In general, the revival of the function of singing in ballet of the 20th century took place on the basis of musical historicism and serves as a mental sign of the birth of neoclassicism.

Introduction. Studying culture and art in the formation of the Cossacks, designing its estate status is carried out in the perspective of current ideas about cultural policy contributing to more complete systemic reconstruction of the process. The novelty consists in showing the interaction of artistic and traditional household culture, the transformation of the latter. The purpose and objectives were analyzing the role of art in integrating the Cossacks into the Russian state, identifying the direction of changes in the culture; historical periodization of perception and adaptation of new art forms; establishing the specificity of the selected periods and the results achieved. Methods and materials. Research methods include the historical one, which allows considering changes in culture based on facts of social history, and cultural one, which gives approaches to studying regulation of the integration process in accordance with the principles of cultural policy. The source base consists of published official documents (letters, laws, decrees) containing reliable information, and art criticism, historical and ethnographic literature, which describes specific phenomena of culture and art. Analysis. The supreme power used effective and relevant for a particular historical period institutions and resources: religion and church (17th c.); service in the army and military education system (18th c.); reforming of social organization (incorporation into the estate structure of the state) and the control system of the Army (separation of the military and civilian system of administration) (19th c.). Results. By creating infrastructure, developing church and secular education, the government promoted systemic renewal of culture and Cossacks’ digestion of its forms that were perceived in Russia and Europe as close, identical and related (architecture, painting, choral singing and orchestra music, drama and musical theater). At the early stage of integration into the Russian state, contact forms and democratic nature of the cultural interaction process prevailed. Cultural expansion of the 18th – 19th centuries had a systemic nature and was determined by purposeful influence of the institutions (church, army, school and social elite) that contributed to renewal of culture according to the Western European model.

The article analyses how the folk singing tradition of the Lithuania Minor developed in the late 20th and in the early 21st centuries. It examines the activities of the folklore groups in the Klaipėda Region during the period of 1971–2020, focusing on those that assert fostering of the lietuvininkai singing tradition as their mission or one of their goals. The study employs the previously unused materials, which allow revising the former research results regarding the revival of the Lithuanian ethnic music and show the folklore ensembles working in the Klaipėda Region as a significant part of the Lithuanian folklore movement and the revival of the ethnic music, emerging from the 1960s. Special emphasis is placed on the early phase in adoption of the lietuvininkai singing tradition related to the activities of the folklore ensemble “Vorusnėˮ established in 1971 at the Klaipėda faculties of the State Conservatory of the former LSSR, and the role it had in prompting the creation of other folklore groups in Klaipėda, as well as its impact on the broader cultural and educational processes taking place in the Klaipėda Region.In the 20th century, the prevailing narrative regarding the Lithuanian inhabitants of the Lithuania Minor maintained that books, hymns, schools, church, social and cultural organizations, and choral or theatre activities were the most significant factors influencing the cultural expression of lietuvininkai, while the Lithuanian folklore was hardly practiced anymore or even considered an inappropriate thing. Judging from the folklore recordings, the folk singing tradition supported by the lietuvininkai themselves disappeared along with the singers born in the late 19th century. However, after the WWII, it was adopted and continued by the folklore groups appearing the Klaipėda Region. These groups included people from the other regions of Lithuania who had settled there. This is essentially the process of reviving the ethnic music, which began in Europe during the Enlightenment period and continues in many parts of the world.“Vorusnėˮ was founded in 1971 as the first institutional student folklore ensemble in Klaipėda Region. For 27 years, its leader was a young and talented professor of the Baltic languages Audronė Jakulienė (later Kaukienė). She became the founder of the linguistic school at the Klaipėda University (KU). In the intense and multifaceted activities of the “Vorusnėˮ ensemble, two different stages may be discerned, embracing the periods of 1971–1988 and 1989–2000.In 1971–1988, the ensemble mobilized and educated students in the consciously chosen direction of fostering the Lithuanian ethnic culture, sought contacts with the native lietuvininkai, collected and studied ethnographic and dialectal data, prepared concert programs based on the scholarly, written, and ethnographic sources, gave concerts in Lithuania and abroad, and cooperated with folklore groups from other institutions of higher education.In 1989–2000, the “Vorusnėˮ ensemble engaged in numerous other areas of activity. The children‘s folklore ensemble “Vorusnėlėˮ was established in 1989; both “Vorusnėˮ and “Vorusnėlėˮ became involved in the activities of the community of the Lithuania Minor founded in 1989. The leader of the ensemble and its members contributed to the establishment of the Klaipėda University, which became an important research center of the Prussian history and culture. The leader of the ensemble and her supporters created a new study program of the Lithuanian philology and ethnology at the KU, which during its heyday (2011–2014) had developed three levels of higher education, including bachelor’s, master’s and doctoral studies. The Folklore Laboratory and Archive was established at the Department of the Baltic Linguistics and Ethnology, headed by Kaukienė, and young researchers in philology, ethnology, and ethnomusicology were encouraged to carry out their research there. In the course of over two decades, Kaukienė initiated organizing numerous research conferences dealing with lietuvininkai language and culture.Until 1980, “Vorusnėˮ was the only folklore ensemble in the Klaipėda Region, but in 1985, there were already ten folklore ensembles. These ensembles developed different creative styles that perhaps most notably depended on the personal structure of these ensembles and their leaders’ ideas and professional musical skills. Generally, at the beginning of their activity, all these ensembles sang, played and danced the folklore repertoire comprising all the regions of Lithuania. The activities of “Vorusnėˮ and other folklore ensembles in Klaipėda until 1990 showed that revival of folklore there essentially followed the lines established in other cities and regions of Lithuania.During the first decade after the restoration of independence of Lithuania in 1990, folklore was in high demand. In Klaipėda, the existing ensembles were actively working, and the new ones kept appearing based on the previous ones. The folklore ensembles of the Klaipėda Region clearly declared their priorities, embracing all the contemporary contexts. Some of them associated their repertoire with the folklore of lietuvininkai, others with Samogitian folklore.The lietuvininkai singing tradition was adopted and developed in two main directions.The first one focused on authentic reconstruction, attempting recreation with maximumaccuracy of the song‘s dialect, melody, and manner of singing, as well as its relationship tocustoms, historical events or living environment. The second direction engaged in creativedevelopment, including free interpretations of the songs, combining them with other stylesand genres of music and literature, and using them for individual compositions. These twoways could be combined as well. Lietuvininkai are not directly involved in these activities, butthey tolerate them and participate in these processes in their own historically and culturallydetermined ways.The contemporary artistic expression of the promoters of the lietuvininkai singing tradition is no longer constrained by the religious and ideological dogmas that were previously maintained in the Lithuania Minor and in a way regulated performance of these songs. It is determined nowadays by consciousness, creativity, resourcefulness, and knowledge of its promoters. The dogmas of the Soviet era and modernity have created a certain publicly displayed (show type) folklore. The ensembles took part of the institutionalized amateur art, subsequently becoming subject to justified and unjustified criticism, which is usually levelled on them by the outsiders studying documents and analyzing processes. However, favorable appreciation and external evaluation by the participants of the activities and the local communities highlight the meaning of this activity.

Introduction This paper offers a survey of familiar popular music performers and songwriters who reference coffee in their work. It examines three areas of discourse: the psychoactive effects of caffeine, coffee and courtship rituals, and the politics of coffee consumption. I claim that coffee carries a cultural and musicological significance comparable to that of the chemical stimulants and consumer goods more readily associated with popular music. Songs about coffee may not be as potent as those featuring drugs and alcohol (Primack; Schapiro), or as common as those referencing commodities like clothes and cars (Englis; McCracken), but they do feature across a wide range of genres, some of which enjoy archetypal associations with this beverage. m.o.m.m.y. Needs c.o.f.f.e.e.: The Psychoactive Effect of Coffee The act of performing and listening to popular music involves psychological elements comparable to the overwhelming sensory experience of drug taking: altered perceptions, repetitive grooves, improvisation, self-expression, and psychological empathy—such as that between musician and audience (Curry). Most popular music genres are, as a result, culturally and sociologically identified with the consumption of at least one mind-altering substance (Lyttle; Primack; Schapiro). While the analysis of lyrics referring to this theme has hitherto focused on illegal drugs and alcoholic beverages (Cooper), coffee and its psychoactive ingredient caffeine have been almost entirely overlooked (Summer). The most recent study of drugs in popular music, for example, defined substance use as “tobacco, alcohol, marijuana, cocaine and other stimulants, heroin and other opiates, hallucinogens, inhalants, prescription drugs, over-the-counter drugs, and nonspecific substances” (Primack 172), thereby ignoring a chemical stimulant consumed by 90 per cent of adult Americans every day (Lovett). The wide availability of coffee and the comparatively mild effect of caffeine means that its consumption rarely causes harm. One researcher has described it as a ubiquitous and unobtrusive “generalised public activity […] ‘invisible’ to analysts seeking distinctive social events” (Cooper 92). Coffee may provide only a relatively mild “buzz”—but it is now accepted that caffeine is an addictive substance (Juliano) and, due to its universal legality, coffee is also the world’s most extensively traded and enthusiastically consumed psychoactive consumer product (Juliano 1). The musical genre of jazz has a longstanding relationship with marijuana and narcotics (Curry; Singer; Tolson; Winick). Unsurprisingly, given its Round Midnight connotations, jazz standards also celebrate the restorative impact of coffee. Exemplary compositions include Burke/Webster’s insomniac torch song Black Coffee, which provided hits for Sarah Vaughan (1949), Ella Fitzgerald (1953), and Peggy Lee (1960); and Frank Sinatra’s recordings of Hilliard/Dick’s The Coffee Song (1946, 1960), which satirised the coffee surplus in Brazil at a time when this nation enjoyed a near monopoly on production. Sinatra joked that this ubiquitous drink was that country’s only means of liquid refreshment, in a refrain that has since become a headline writer’s phrasal template: “There’s an Awful Lot of Coffee in Vietnam,” “An Awful Lot of Coffee in the Bin,” and “There’s an Awful Lot of Taxes in Brazil.” Ethnographer Aaron Fox has shown how country music gives expression to the lived social experience of blue-collar and agrarian workers (Real 29). Coffee’s role in energising working class America (Cooper) is featured in such recordings as Dolly Parton’s Nine To Five (1980), which describes her morning routine using a memorable “kitchen/cup of ambition” rhyme, and Don't Forget the Coffee Billy Joe (1973) by Tom T. Hall which laments the hardship of unemployment, hunger, cold, and lack of healthcare. Country music’s “tired truck driver” is the most enduring blue-collar trope celebrating coffee’s analeptic powers. Versions include Truck Drivin' Man by Buck Owens (1964), host of the country TV show Hee Haw and pioneer of the Bakersfield sound, and Driving My Life Away from pop-country crossover star Eddie Rabbitt (1980). Both feature characteristically gendered stereotypes of male truck drivers pushing on through the night with the help of a truck stop waitress who has fuelled them with caffeine. Johnny Cash’s A Cup of Coffee (1966), recorded at the nadir of his addiction to pills and alcohol, has an incoherent improvised lyric on this subject; while Jerry Reed even prescribed amphetamines to keep drivers awake in Caffein [sic], Nicotine, Benzedrine (And Wish Me Luck) (1980). Doye O’Dell’s Diesel Smoke, Dangerous Curves (1952) is the archetypal “truck drivin’ country” song and the most exciting track of its type. It subsequently became a hit for the doyen of the subgenre, Red Simpson (1966). An exhausted driver, having spent the night with a woman whose name he cannot now recall, is fighting fatigue and wrestling his hot-rod low-loader around hairpin mountain curves in an attempt to rendezvous with a pretty truck stop waitress. The song’s palpable energy comes from its frenetic guitar picking and the danger implicit in trailing a heavy load downhill while falling asleep at the wheel. Tommy Faile’s Phantom 309, a hit for Red Sovine (1967) that was later covered by Tom Waits (Big Joe and the Phantom 309, 1975), elevates the “tired truck driver” narrative to gothic literary form. Reflecting country music’s moral code of citizenship and its culture of performative storytelling (Fox, Real 23), it tells of a drenched and exhausted young hitchhiker picked up by Big Joe—the driver of a handsome eighteen-wheeler. On arriving at a truck stop, Joe drops the traveller off, giving him money for a restorative coffee. The diner falls silent as the hitchhiker orders up his “cup of mud”. Big Joe, it transpires, is a phantom trucker. After running off the road to avoid a school bus, his distinctive ghost rig now only reappears to rescue stranded travellers. Punk rock, a genre closely associated with recreational amphetamines (McNeil 76, 87), also features a number of caffeine-as-stimulant songs. Californian punk band, Descendents, identified caffeine as their drug of choice in two 1996 releases, Coffee Mug and Kids on Coffee. These songs describe chugging the drink with much the same relish and energy that others might pull at the neck of a beer bottle, and vividly compare the effects of the drug to the intense rush of speed. The host of “New Music News” (a segment of MTV’s 120 Minutes) references this correlation in 1986 while introducing the band’s video—in which they literally bounce off the walls: “You know, while everybody is cracking down on crack, what about that most respectable of toxic substances or stimulants, the good old cup of coffee? That is the preferred high, actually, of California’s own Descendents—it is also the subject of their brand new video” (“New Music News”). Descendents’s Sessions EP (1997) featured an overflowing cup of coffee on the sleeve, while punk’s caffeine-as-amphetamine trope is also promulgated by Hellbender (Caffeinated 1996), Lagwagon (Mr. Coffee 1997), and Regatta 69 (Addicted to Coffee 2005). Coffee in the Morning and Kisses in the Night: Coffee and Courtship Coffee as romantic metaphor in song corroborates the findings of early researchers who examined courtship rituals in popular music. Donald Horton’s 1957 study found that hit songs codified the socially constructed self-image and limited life expectations of young people during the 1950s by depicting conservative, idealised, and traditional relationship scenarios. He summarised these as initial courtship, honeymoon period, uncertainty, and parting (570-4). Eleven years after this landmark analysis, James Carey replicated Horton’s method. His results revealed that pop lyrics had become more realistic and less bound by convention during the 1960s. They incorporated a wider variety of discourse including the temporariness of romantic commitment, the importance of individual autonomy in relationships, more liberal attitudes, and increasingly unconventional courtship behaviours (725). Socially conservative coffee songs include Coffee in the Morning and Kisses in the Night by The Boswell Sisters (1933) in which the protagonist swears fidelity to her partner on condition that this desire is expressed strictly in the appropriate social context of marriage. It encapsulates the restrictions Horton identified on courtship discourse in popular song prior to the arrival of rock and roll. The Henderson/DeSylva/Brown composition You're the Cream in My Coffee, recorded by Annette Hanshaw (1928) and by Nat King Cole (1946), also celebrates the social ideal of monogamous devotion. The persistence of such idealised traditional themes continued into the 1960s. American pop singer Don Cherry had a hit with Then You Can Tell Me Goodbye (1962) that used coffee as a metaphor for undying and everlasting love. Otis Redding’s version of Butler/Thomas/Walker’s Cigarettes and Coffee (1966)—arguably soul music’s exemplary romantic coffee song—carries a similar message as a couple proclaim their devotion in a late night conversation over coffee. Like much of the Stax catalogue, Cigarettes and Coffee, has a distinctly “down home” feel and timbre. The lovers are simply content with each other; they don’t need “cream” or “sugar.” Horton found 1950s blues and R&B lyrics much more sexually explicit than pop songs (567). Dawson (1994) subsequently characterised black popular music as a distinct public sphere, and Squires (2002) argued that it displayed elements of what she defined as “enclave” and “counterpublic” traits. Lawson (2010) has argued that marginalised and/or subversive blues artists offered a form of countercultural resistance against prevailing social norms. Indeed, several blues and R&B coffee songs disregard established courtship ideals and associate the product with non-normative and even transgressive relationship circumstances—including infidelity, divorce, and domestic violence. Lightnin’ Hopkins’s Coffee Blues (1950) references child neglect and spousal abuse, while the narrative of Muddy Waters’s scorching Iodine in my Coffee (1952) tells of an attempted poisoning by his Waters’s partner. In 40 Cups of Coffee (1953) Ella Mae Morse is waiting for her husband to return home, fuelling her anger and anxiety with caffeine. This song does eventually comply with traditional courtship ideals: when her lover eventually returns home at five in the morning, he is greeted with a relieved kiss. In Keep That Coffee Hot (1955), Scatman Crothers supplies a counterpoint to Morse’s late-night-abandonment narrative, asking his partner to keep his favourite drink warm during his adulterous absence. Brook Benton’s Another Cup of Coffee (1964) expresses acute feelings of regret and loneliness after a failed relationship. More obliquely, in Coffee Blues (1966) Mississippi John Hurt sings affectionately about his favourite brand, a “lovin’ spoonful” of Maxwell House. In this, he bequeathed the moniker of folk-rock band The Lovin’ Spoonful, whose hits included Do You Believe in Magic (1965) and Summer in the City (1966). However, an alternative reading of Hurt’s lyric suggests that this particular phrase is a metaphorical device proclaiming the author’s sexual potency. Hurt’s “lovin’ spoonful” may actually be a portion of his seminal emission. In the 1950s, Horton identified country as particularly “doleful” (570), and coffee provides a common metaphor for failed romance in a genre dominated by “metanarratives of loss and desire” (Fox, Jukebox 54). Claude Gray’s I'll Have Another Cup of Coffee (Then I’ll Go) (1961) tells of a protagonist delivering child support payments according to his divorce lawyer’s instructions. The couple share late night coffee as their children sleep through the conversation. This song was subsequently recorded by seventeen-year-old Bob Marley (One Cup of Coffee, 1962) under the pseudonym Bobby Martell, a decade prior to his breakthrough as an international reggae star. Marley’s youngest son Damian has also performed the track while, interestingly in the context of this discussion, his older sibling Rohan co-founded Marley Coffee, an organic farm in the Jamaican Blue Mountains. Following Carey’s demonstration of mainstream pop’s increasingly realistic depiction of courtship behaviours during the 1960s, songwriters continued to draw on coffee as a metaphor for failed romance. In Carly Simon’s You’re So Vain (1972), she dreams of clouds in her coffee while contemplating an ostentatious ex-lover. Squeeze’s Black Coffee In Bed (1982) uses a coffee stain metaphor to describe the end of what appears to be yet another dead-end relationship for the protagonist. Sarah Harmer’s Coffee Stain (1998) expands on this device by reworking the familiar “lipstick on your collar” trope, while Sexsmith & Kerr’s duet Raindrops in my Coffee (2005) superimposes teardrops in coffee and raindrops on the pavement with compelling effect. Kate Bush’s Coffee Homeground (1978) provides the most extreme narrative of relationship breakdown: the true story of Cora Henrietta Crippin’s poisoning. Researchers who replicated Horton’s and Carey’s methodology in the late 1970s (Bridges; Denisoff) were surprised to find their results dominated by traditional courtship ideals. The new liberal values unearthed by Carey in the late 1960s simply failed to materialise in subsequent decades. In this context, it is interesting to observe how romantic coffee songs in contemporary soul and jazz continue to disavow the post-1960s trend towards realistic social narratives, adopting instead a conspicuously consumerist outlook accompanied by smooth musical timbres. This phenomenon possibly betrays the influence of contemporary coffee advertising. From the 1980s, television commercials have sought to establish coffee as a desirable high end product, enjoyed by bohemian lovers in a conspicuously up-market environment (Werder). All Saints’s Black Coffee (2000) and Lebrado’s Coffee (2006) identify strongly with the culture industry’s image of coffee as a luxurious beverage whose consumption signifies prominent social status. All Saints’s promotional video is set in a opulent location (although its visuals emphasise the lyric’s romantic disharmony), while Natalie Cole’s Coffee Time (2008) might have been itself written as a commercial. Busting Up a Starbucks: The Politics of Coffee Politics and coffee meet most palpably at the coffee shop. This conjunction has a well-documented history beginning with the establishment of coffee houses in Europe and the birth of the public sphere (Habermas; Love; Pincus). The first popular songs to reference coffee shops include Jaybird Coleman’s Coffee Grinder Blues (1930), which boasts of skills that precede the contemporary notion of a barista by four decades; and Let's Have Another Cup of Coffee (1932) from Irving Berlin’s depression-era musical Face The Music, where the protagonists decide to stay in a restaurant drinking coffee and eating pie until the economy improves. Coffee in a Cardboard Cup (1971) from the Broadway musical 70 Girls 70 is an unambiguous condemnation of consumerism, however, it was written, recorded and produced a generation before Starbucks’ aggressive expansion and rapid dominance of the coffee house market during the 1990s. The growth of this company caused significant criticism and protest against what seemed to be a ruthless homogenising force that sought to overwhelm local competition (Holt; Thomson). In response, Starbucks has sought to be defined as a more responsive and interactive brand that encourages “glocalisation” (de Larios; Thompson). Koller, however, has characterised glocalisation as the manipulative fabrication of an “imagined community”—whose heterogeneity is in fact maintained by the aesthetics and purchasing choices of consumers who make distinctive and conscious anti-brand statements (114). Neat Capitalism is a more useful concept here, one that intercedes between corporate ideology and postmodern cultural logic, where such notions as community relations and customer satisfaction are deliberately and perhaps somewhat cynically conflated with the goal of profit maximisation (Rojek). As the world’s largest chain of coffee houses with over 19,400 stores in March 2012 (Loxcel), Starbucks is an exemplar of this phenomenon. Their apparent commitment to environmental stewardship, community relations, and ethical sourcing is outlined in the company’s annual “Global Responsibility Report” (Vimac). It is also demonstrated in their engagement with charitable and environmental non-governmental organisations such as Fairtrade and Co-operative for Assistance and Relief Everywhere (CARE). By emphasising this, Starbucks are able to interpellate (that is, “call forth”, “summon”, or “hail” in Althusserian terms) those consumers who value environmental protection, social justice and ethical business practices (Rojek 117). Bob Dylan and Sheryl Crow provide interesting case studies of the persuasive cultural influence evoked by Neat Capitalism. Dylan’s 1962 song Talkin’ New York satirised his formative experiences as an impoverished performer in Greenwich Village’s coffee houses. In 1995, however, his decision to distribute the Bob Dylan: Live At The Gaslight 1962 CD exclusively via Starbucks generated significant media controversy. Prominent commentators expressed their disapproval (Wilson Harris) and HMV Canada withdrew Dylan’s product from their shelves (Lynskey). Despite this, the success of this and other projects resulted in the launch of Starbucks’s in-house record company, Hear Music, which released entirely new recordings from major artists such as Ray Charles, Paul McCartney, Joni Mitchell, Carly Simon and Elvis Costello—although the company has recently announced a restructuring of their involvement in this venture (O’Neil). Sheryl Crow disparaged her former life as a waitress in Coffee Shop (1995), a song recorded for her second album. “Yes, I was a waitress. I was a waitress not so long ago; then I won a Grammy” she affirmed in a YouTube clip of a live performance from the same year. More recently, however, Crow has become an avowed self-proclaimed “Starbucks groupie” (Tickle), releasing an Artist’s Choice (2003) compilation album exclusively via Hear Music and performing at the company’s 2010 Annual Shareholders’s Meeting. Songs voicing more unequivocal dissatisfaction with Starbucks’s particular variant of Neat Capitalism include Busting Up a Starbucks (Mike Doughty, 2005), and Starbucks Takes All My Money (KJ-52, 2008). The most successful of these is undoubtedly Ron Sexsmith’s Jazz at the Bookstore (2006). Sexsmith bemoans the irony of intense original blues artists such as Leadbelly being drowned out by the cacophony of coffee grinding machines while customers queue up to purchase expensive coffees whose names they can’t pronounce. In this, he juxtaposes the progressive patina of corporate culture against the circumstances of African-American labour conditions in the deep South, the shocking incongruity of which eventually cause the old bluesman to turn in his grave. Fredric Jameson may have good reason to lament the depthless a-historical pastiche of postmodern popular culture, but this is no “nostalgia film”: Sexsmith articulates an artfully framed set of subtle, sensitive, and carefully contextualised observations. Songs about coffee also intersect with politics via lyrics that play on the mid-brown colour of the beverage, by employing it as a metaphor for the sociological meta-narratives of acculturation and assimilation. First popularised in Israel Zangwill’s 1905 stage play, The Melting Pot, this term is more commonly associated with Americanisation rather than miscegenation in the United States—a nuanced distinction that British band Blue Mink failed to grasp with their memorable invocation of “coffee-coloured people” in Melting Pot (1969). Re-titled in the US as People Are Together (Mickey Murray, 1970) the song was considered too extreme for mainstream radio airplay (Thompson). Ike and Tina Turner’s Black Coffee (1972) provided a more accomplished articulation of coffee as a signifier of racial identity; first by associating it with the history of slavery and the post-Civil Rights discourse of African-American autonomy, then by celebrating its role as an energising force for African-American workers seeking economic self-determination. Anyone familiar with the re-casting of black popular music in an industry dominated by Caucasian interests and aesthetics (Cashmore; Garofalo) will be unsurprised to find British super-group Humble Pie’s (1973) version of this song more recognisable. Conclusion Coffee-flavoured popular songs celebrate the stimulant effects of caffeine, provide metaphors for courtship rituals, and offer critiques of Neat Capitalism. Harold Love and Guthrie Ramsey have each argued (from different perspectives) that the cultural micro-narratives of small social groups allow us to identify important “ethnographic truths” (Ramsey 22). Aesthetically satisfying and intellectually stimulating coffee songs are found where these micro-narratives intersect with the ethnographic truths of coffee culture. Examples include the unconventional courtship narratives of blues singers Muddy Waters and Mississippi John Hurt, the ritualised storytelling tradition of country performers Doye O’Dell and Tommy Faile, and historicised accounts of the Civil Rights struggle provided by Ron Sexsmith and Tina Turner. References Argenti, Paul. “Collaborating With Activists: How Starbucks Works With NGOs.” California Management Review 47.1 (2004): 91–116. Althusser, Louis. “Ideology and Ideological State Apparatuses.” Lenin and Philosophy and Other Essays. London: Monthly Review Press, 1971. Bridges, John, and R. Serge Denisoff. “Changing Courtship Patterns in the Popular Song: Horton and Carey revisited.” Popular Music and Society 10.3 (1986): 29–45. Carey, James. “Changing Courtship Patterns in the Popular Song.” The American Journal of Sociology 74.6 (1969): 720–31. Cashmere, Ellis. The Black Culture Industry. 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“As the old technologies become automatic and invisible, we find ourselves more concerned with fighting or embracing what’s new”—Dennis Baron, From Pencils to Pixels: The Stage of Literacy Technologies Popular music is firmly rooted within realist practice, or what has been called the "culture of authenticity" associated with modernism. As Lawrence Grossberg notes, the accelleration of the rate of change in modern life caused, in post-war youth culture, an identity crisis or "lived contradiction" that gave rock (particularly) and popular music (generally) a peculiar position in regard to notions of authenticity. Grossberg places rock's authenticity within the "difference" it maintains from other cultural forms, and notes that its difference "can be justified aesthetically or ideologically, or in terms of the social position of the audiences, or by the economics of its production, or through the measure of its popularity or the statement of its politics" (205-6). Popular music scholars have not adequately addressed issues of authenticity and individuality. Two of the most important questions to be asked are: How is authenticity communicated in popular music? What is the site of the interpretation of authenticity? It is important to ask about sound, technology, about the attempt to understand the ideal and the image, the natural and artificial. It is these that make clear the strongest connections between popular music and contemporary culture. Popular music is a particularly appropriate site for the study of authenticity as a cultural category, for several reasons. For one thing, other media do not follow us, as aural media do, into malls, elevators, cars, planes. Nor do they wait for us, as a tape player paused and ready to play. What is important is not that music is "everywhere" but, to borrow from Vivian Sobchack, that it creates a "here" that can be transported anywhere. In fact, we are able to walk around enveloped by a personal aural environment, thanks to a Sony Walkman.1 Also, it is more difficult to shut out the aural than the visual. Closing one's ears does not entirely shut out sound. There is, additionally, the sense that sound and music are interpreted from within, that is, that they resonate through and within the body, and as such engage with one's self in a fashion that coincides with Charles Taylor's claim that the "ideal of authenticity" is an inner-directed one. It must be noted that authenticity is not, however, communicated only via music, but via text and image. Grossberg noted the "primacy of sound" in rock music, and the important link between music, visual image, and authenticity: Visual style as conceived in rock culture is usually the stage for an outrageous and self-conscious inauthenticity... . It was here -- in its visual presentation -- that rock often most explicitly manifested both an ironic resistance to the dominant culture and its sympathies with the business of entertainment ... . The demand for live performance has always expressed the desire for the visual mark (and proof) of authenticity. (208) But that relationship can also be reversed: Music and sound serve in some instances to provide the aural mark and proof of authenticity. Consider, for instance, the "tear" in the voice that Jensen identifies in Hank Williams's singing, and in that of Patsy Cline. For the latter, voicing, in this sense, was particularly important, as it meant more than a singing style, it also involved matters of self-identity, as Jensen appropriately associates with the move of country music from "hometown" to "uptown" (101). Cline's move toward a more "uptown" style involved her visual image, too. At a significant turning point in her career, Faron Young noted, Cline "left that country girl look in those western outfits behind and opted for a slicker appearance in dresses and high fashion gowns" (Jensen 101). Popular music has forged a link with visual media, and in some sense music itself has become more visual (though not necessarily less aural) the more it has engaged with industrial processes in the entertainment industry. For example, engagement with music videos and film soundtracks has made music a part of the larger convergence of mass media forms. Alongside that convergence, the use of music in visual media has come to serve as adjunct to visual symbolisation. One only need observe the increasingly commercial uses to which music is put (as in advertising, film soundtracks and music videos) to note ways in which music serves image. In the literature from a variety of disciplines, including communication, art and music, it has been argued that music videos are the visualisation of music. But in many respects the opposite is true. Music videos are the auralisation of the visual. Music serves many of the same purposes as sound does generally in visual media. One can find a strong argument for the use of sound as supplement to visual media in Silverman's and Altman's work. For Silverman, sound in cinema has largely been overlooked (pun intended) in favor of the visual image, but sound is a more effective (and perhaps necessary) element for willful suspension of disbelief. One may see this as well in the development of Dolby Surround Sound, and in increased emphasis on sound engineering among video and computer game makers, as well as the development of sub-woofers and high-fidelity speakers as computer peripherals. Another way that sound has become more closely associated with the visual is through the ongoing evolution of marketing demands within the popular music industry that increasingly rely on visual media and force image to the front. Internet technologies, particularly the WorldWideWeb (WWW), are also evidence of a merging of the visual and aural (see Hayward). The development of low-cost desktop video equipment and WWW publishing, CD-i, CD-ROM, DVD, and other technologies, has meant that visual images continue to form part of the industrial routine of the music business. The decrease in cost of many of these technologies has also led to the adoption of such routines among individual musicians, small/independent labels, and producers seeking to mimic the resources of major labels (a practice that has become considerably easier via the Internet, as it is difficult to determine capital resources solely from a WWW site). Yet there is another facet to the evolution of the link between the aural and visual. Sound has become more visual by way of its representation during its production (a representation, and process, that has largely been ignored in popular music studies). That representation has to do with the digitisation of sound, and the subsequent transformation sound and music can undergo after being digitised and portrayed on a computer screen. Once digitised, sound can be made visual in any number of ways, through traditional methods like music notation, through representation as audio waveform, by way of MIDI notation, bit streams, or through representation as shapes and colors (as in recent software applications particularly for children, like Making Music by Morton Subotnick). The impetus for these representations comes from the desire for increased control over sound (see Jones, Rock Formation) and such control seems most easily accomplished by way of computers and their concomitant visual technologies (monitors, printers). To make computers useful tools for sound recording it is necessary to employ some form of visual representation for the aural, and the flexibility of modern computers allows for new modes of predominately visual representation. Each of these connections between the aural and visual is in turn related to technology, for as audio technology develops within the entertainment industry it makes sense for synergistic development to occur with visual media technologies. Yet popular music scholars routinely analyse aural and visual media in isolation from one another. The challenge for popular music studies and music philosophy posed by visual media technologies, that they must attend to spatiality and context (both visual and aural), has not been taken up. Until such time as it is, it will be difficult, if not impossible, to engage issues of authenticity, because they will remain rootless instead of situated within the experience of music as fully sensual (in some cases even synaesthetic). Most of the traditional judgments of authenticity among music critics and many popular music scholars involve space and time, the former in terms of the movement of music across cultures and the latter in terms of history. None rely on notions of the "situatedness" of the listener or musicmaker in a particular aural, visual and historical space. Part of the reason for the lack of such an understanding arises from the very means by which popular music is created. We have become accustomed to understanding music as manipulation of sound, and so far as most modern music production is concerned such manipulation occurs as much visually as aurally, by cutting, pasting and otherwise altering audio waveforms on a computer screen. Musicians no more record music than they record fingering; they engage in sound recording. And recording engineers and producers rely less and less on sound and more on sight to determine whether a recording conforms to the demands of digital reproduction.2 Sound, particularly when joined with the visual, becomes a means to build and manipulate the environment, virtual and non-virtual (see Jones, "Sound"). Sound & Music As we construct space through sound, both in terms of audio production (e.g., the use of reverberation devices in recording studios) and in terms of everyday life (e.g., perception of aural stimuli, whether by ear or vibration in the body, from points surrounding us), we centre it within experience. Sound combines the psychological and physiological. Audio engineer George Massenburg noted that in film theaters: You couldn't utilise the full 360-degree sound space for music because there was an "exit sign" phenomena [sic]. If you had a lot of audio going on in the back, people would have a natural inclination to turn around and stare at the back of the room. (Massenburg 79-80) However, he went on to say, beyond observations of such reactions to multichannel sound technology, "we don't know very much". Research in psychoacoustics being used to develop virtual audio systems relies on such reactions and on a notion of human hardwiring for stimulus response (see Jones, "Sense"). But a major stumbling block toward the development of those systems is that none are able to account for individual listeners' perceptions. It is therefore important to consider the individual along with the social dimension in discussions of sound and music. For instance, the term "sound" is deployed in popular music to signify several things, all of which have to do with music or musical performance, but none of which is music. So, for instance, musical groups or performers can have a "sound", but it is distinguishable from what notes they play. Entire music scenes can have "sounds", but the music within such scenes is clearly distinct and differentiated. For the study of popular music this is a significant but often overlooked dimension. As Grossberg argues, "the authenticity of rock was measured by its sound" (207). Visually, he says, popular music is suspect and often inauthentic (sometimes purposefully so), and it is grounded in the aural. Similarly in country music Jensen notes that the "Nashville Sound" continually evoked conflicting definitions among fans and musicians, but that: The music itself was the arena in and through which claims about the Nashville Sound's authenticity were played out. A certain sound (steel guitar, with fiddle) was deemed "hard" or "pure" country, in spite of its own commercial history. (84) One should, therefore, attend to the interpretive acts associated with sound and its meaning. But why has not popular music studies engaged in systematic analysis of sound at the level of the individual as well as the social? As John Shepherd put it, "little cultural theoretical work in music is concerned with music's sounds" ("Value" 174). Why should this be a cause for concern? First, because Shepherd claims that sound is not "meaningful" in the traditional sense. Second, because it leads us to re-examine the question long set to the side in popular music studies: What is music? The structural homology, the connection between meaning and social formation, is a foundation upon which the concept of authenticity in popular music stands. Yet the ability to label a particular piece of music "good" shifts from moment to moment, and place to place. Frith understates the problem when he writes that "it is difficult ... to say how musical texts mean or represent something, and it is difficult to isolate structures of musical creation or control" (56). Shepherd attempts to overcome this difficulty by emphasising that: Music is a social medium in sound. What [this] means ... is that the sounds of music provide constantly moving and complex matrices of sounds in which individuals may invest their own meanings ... [however] while the matrices of sounds which seemingly constitute an individual "piece" of music can accommodate a range of meanings, and thereby allow for negotiability of meaning, they cannot accommodate all possible meanings. (Shepherd, "Art") It must be acknowledged that authenticity is constructed, and that in itself is an argument against the most common way to think of authenticity. If authenticity implies something about the "pure" state of an object or symbol then surely such a state is connected to some "objective" rendering, one not possible according to Shepherd's claims. In some sense, then, authenticity is autonomous, its materialisation springs not from any necessary connection to sound, image, text, but from individual acts of interpretation, typically within what in literary criticism has come to be known as "interpretive communities". It is not hard to illustrate the point by generalising and observing that rock's notion of authenticity is captured in terms of songwriting, but that songwriters are typically identified with places (e.g. Tin Pan Alley, the Brill Building, Liverpool, etc.). In this way there is an obvious connection between authenticity and authorship (see Jones, "Popular Music Studies") and geography (as well in terms of musical "scenes", e.g. the "Philly Sound", the "Sun Sound", etc.). The important thing to note is the resultant connection between the symbolic and the physical worlds rooted (pun intended) in geography. As Redhead & Street put it: The idea of "roots" refers to a number of aspects of the musical process. There is the audience in which the musician's career is rooted ... . Another notion of roots refers to music. Here the idea is that the sounds and the style of the music should continue to resemble the source from which it sprang ... . The issue ... can be detected in the argument of those who raise doubts about the use of musical high-technology by African artists. A final version of roots applies to the artist's sociological origins. (180) It is important, consequently, to note that new technologies, particularly ones associated with the distribution of music, are of increasing importance in regulating the tension between alienation and progress mentioned earlier, as they are technologies not simply of musical production and consumption, but of geography. That the tension they mediate is most readily apparent in legal skirmishes during an unsettled era for copyright law (see Brown) should not distract scholars from understanding their cultural significance. These technologies are, on the one hand, "liberating" (see Hayward, Young, and Marsh) insofar as they permit greater geographical "reach" and thus greater marketing opportunities (see Fromartz), but on the other hand they permit less commercial control, insofar as they permit digitised music to freely circulate without restriction or compensation, to the chagrin of copyright enthusiasts. They also create opportunities for musical collaboration (see Hayward) between performers in different zones of time and space, on a scale unmatched since the development of multitracking enabled the layering of sound. Most importantly, these technologies open spaces for the construction of authenticity that have hitherto been unavailable, particularly across distances that have largely separated cultures and fan communities (see Paul). The technologies of Internetworking provide yet another way to make connections between authenticity, music and sound. Community and locality (as Redhead & Street, as well as others like Sara Cohen and Ruth Finnegan, note) are the elements used by audience and artist alike to understand the authenticity of a performer or performance. The lived experience of an artist, in a particular nexus of time and space, is to be somehow communicated via music and interpreted "properly" by an audience. But technologies of Internetworking permit the construction of alternative spaces, times and identities. In no small way that has also been the situation with the mediation of music via most recordings. They are constructed with a sense of space, consumed within particular spaces, at particular times, in individual, most often private, settings. What the network technologies have wrought is a networked audience for music that is linked globally but rooted in the local. To put it another way, the range of possibilities when it comes to interpretive communities has widened, but the experience of music has not significantly shifted, that is, the listener experiences music individually, and locally. Musical activity, whether it is defined as cultural or commercial practice, is neither flat nor autonomous. It is marked by ever-changing tastes (hence not flat) but within an interpretive structure (via "interpretive communities"). Musical activity must be understood within the nexus of the complex relations between technical, commercial and cultural processes. As Jensen put it in her analysis of Patsy Cline's career: Those who write about culture production can treat it as a mechanical process, a strategic construction of material within technical or institutional systems, logical, rational, and calculated. But Patsy Cline's recording career shows, among other things, how this commodity production view must be linked to an understanding of culture as meaning something -- as defining, connecting, expressing, mattering to those who participate with it. (101) To achieve that type of understanding will require that popular music scholars understand authenticity and music in a symbolic realm. Rather than conceiving of authenticity as a limited resource (that is, there is only so much that is "pure" that can go around), it is important to foreground its symbolic and ever-changing character. Put another way, authenticity is not used by musician or audience simply to label something as such, but rather to mean something about music that matters at that moment. Authenticity therefore does not somehow "slip away", nor does a "pure" authentic exist. Authenticity in this regard is, as Baudrillard explains concerning mechanical reproduction, "conceived according to (its) very reproducibility ... there are models from which all forms proceed according to modulated differences" (56). Popular music scholars must carefully assess the affective dimensions of fans, musicians, and also record company executives, recording producers, and so on, to be sensitive to the deeply rooted construction of authenticity and authentic experience throughout musical processes. Only then will there emerge an understanding of the structures of feeling that are central to the experience of music. Footnotes For analyses of the Walkman's role in social settings and popular music consumption see du Gay; Hosokawa; and Chen. It has been thus since the advent of disc recording, when engineers would watch a record's grooves through a microscope lens as it was being cut to ensure grooves would not cross over one into another. References Altman, Rick. "Television/Sound." Studies in Entertainment. Ed. Tania Modleski. Bloomington: Indiana UP, 1986. 39-54. Baudrillard, Jean. Symbolic Death and Exchange. London: Sage, 1993. Brown, Ronald. Intellectual Property and the National Information Infrastructure: The Report of the Working Group on Intellectual Property Rights. Washington, DC: U.S. Department of Commerce, 1995. Chen, Shing-Ling. "Electronic Narcissism: College Students' Experiences of Walkman Listening." Annual meeting of the International Communication Association. Washington, D.C. 1993. Du Gay, Paul, et al. Doing Cultural Studies. London: Sage, 1997. Frith, Simon. Sound Effects. New York: Pantheon, 1981. Fromartz, Steven. "Starts-ups Sell Garage Bands, Bowie on Web." Reuters newswire, 4 Dec. 1996. Grossberg, Lawrence. We Gotta Get Out of This Place. London: Routledge, 1992. Hayward, Philip. "Enterprise on the New Frontier." Convergence 1.2 (Winter 1995): 29-44. Hosokawa, Shuhei. "The Walkman Effect." Popular Music 4 (1984). Jensen, Joli. The Nashville Sound: Authenticity, Commercialisation and Country Music. Nashville, Vanderbilt UP, 1998. Jones, Steve. Rock Formation: Music, Technology and Mass Communication. Newbury Park, CA: Sage, 1992. ---. "Popular Music Studies and Critical Legal Studies" Stanford Humanities Review 3.2 (Fall 1993): 77-90. ---. "A Sense of Space: Virtual Reality, Authenticity and the Aural." Critical Studies in Mass Communication 10.3 (Sep. 1993), 238-52. ---. "Sound, Space & Digitisation." Media Information Australia 67 (Feb. 1993): 83-91. Marrsh, Brian. "Musicians Adopt Technology to Market Their Skills." Wall Street Journal 14 Oct. 1994: C2. Massenburg, George. "Recording the Future." EQ (Apr. 1997): 79-80. Paul, Frank. "R&B: Soul Music Fans Make Cyberspace Their Meeting Place." Reuters newswire, 11 July 1996. Redhead, Steve, and John Street. "Have I the Right? Legitimacy, Authenticity and Community in Folk's Politics." Popular Music 8.2 (1989). Shepherd, John. "Art, Culture and Interdisciplinarity." Davidson Dunston Research Lecture. Carleton University, Canada. 3 May 1992. ---. "Value and Power in Music." The Sound of Music: Meaning and Power in Culture. Eds. John Shepherd and Peter Wicke. Cambridge: Polity, 1993. Silverman, Kaja. The Acoustic Mirror. Bloomington: Indiana UP, 1988. Sobchack, Vivian. Screening Space. New York: Ungar, 1982. Young, Charles. "Aussie Artists Use Internet and Bootleg CDs to Protect Rights." Pro Sound News July 1995. Citation reference for this article MLA style: Steve Jones. "Seeing Sound, Hearing Image: 'Remixing' Authenticity in Popular Music Studies." M/C: A Journal of Media and Culture 2.4 (1999). [your date of access] <http://www.uq.edu.au/mc/9906/remix.php>. Chicago style: Steve Jones, "Seeing Sound, Hearing Image: 'Remixing' Authenticity in Popular Music Studies," M/C: A Journal of Media and Culture 2, no. 4 (1999), <http://www.uq.edu.au/mc/9906/remix.php> ([your date of access]). APA style: Steve Jones. (1999) Seeing Sound, Hearing Image: "Remixing" Authenticity in Popular Music Studies. M/C: A Journal of Media and Culture 2(4). <http://www.uq.edu.au/mc/9906/remix.php> ([your date of access]).

Literary history can be viewed alternately in a perspective of continuities or discontinuities. In the former perspective, what I perversely call postmodernism is simply an extension of modernism [which is], as everyone knows, a development of symbolism, which … is itself a specialisation of romanticismand who is there to say that the romantic concept of man does not find its origin in the great European Enlightenment? Etc. In the latter perspective, however, continuities [which are] maintained on a certain level of narrative abstraction (i.e., history [or aesthetic description]) are resisted in the interests of the quiddity and discreteness of art, the space that each work or action creates around itself. – Ihab Hassan Ihab Hassan’s words, published in 1975, continue to resonate today. How should we approach art? Can an artwork ever really fully be described by its critical review, or does its description only lead to an ever multiplying succession of terms? Michel Foucault spoke of the construction of modern sexuality as being seen as the hidden, irresolvable “truth” of our subjectivity, as that secret which we must constantly speak about, and hence as an “incitement to discourse” (Foucault, History of Sexuality). Since the Romantic period, the appreciation of aesthetics has been tied to the subjectivity of the individual and to the degree an art work appeals to the individual’s sense of self: to one’s personal refinement, emotions and so on. Art might be considered part of the truth of our subjectivity which we seem to be endlessly talking about – without, however, actually ever resolving the issue of what a great art work really is (anymore than we have resolved the issue of what natural sexuality is). It is not my aim to explicate the relationship between art and sex but to re-inject a strategic understanding of discourse, as Foucault understood it, back into commonplace, contemporary aesthetic criticism. The problems in rendering into words subjective, emotional experiences and formal aesthetic criteria continue to dog criticism today. The chief hindrances to contemporary criticism remain such institutional factors as the economic function of newspapers. Given their primary function as tools for the selling of advertising space, newspapers are inherently unsuited to sustaining detailed, informed dialogue on any topic – be it international politics or aesthetics. As it is, reviews remain short, quickly written pieces squeezed into already overloaded arts pages. This does not prevent skilled, caring writers and their editorial supporters from ensuring that fine reviews are published. In the meantime, we muddle through as best we can. I argue that criticism, like art, should operate self-consciously as an incitement to discourse, to engagement, and so to further discussion, poetry, et cetera. The possibility of an endless recession of theoretical terms and subjective responses should not dissuade us. Rather, one should provisionally accept the instrumentality of aesthetic discourse provided one is able always to bear in mind the nominalism which is required to prevent the description of art from becoming an instrument of repression. This is to say, aesthetic criticism is clearly authored in order to demonstrate something: to argue a point, to make a fruitful comparison, and so on. This does not mean that criticism should be composed so as to dictate aesthetic taste to the reader. Instead, it should act as an invitation to further responses – much as the art work itself does. Foucault has described discourse – language, terminologies, metaphorical conceits and those logical and poetic structures which underpin them – as a form of technology (Foucault, Archaeology of Knowledge and History of Sexuality). Different discursive forces arise in response to different cultural needs and contexts, including, indeed, those formulated not only by artists, but also by reviewers. As Hassan intimates, what is or is not “postmodernism”, for example, depends less on the art work itself – it is less a matter of an art work’s specific “quiddity” and its internal qualities – but is, rather, fundamentally dependent upon what one is trying to say about the piece. If one is trying to describe something novel in a work, something which relates it to a series of new or unusual forms which have become dominant within society since World War Two, then the term “postmodernism” most usefully applies. This, then, would entail breaking down the “the space that each work … creates around itself” in order to emphasise horizontal “continuities”. If, on the other hand, the critic wishes to describe the work from the perspective of historical developments, so as to trace the common features of various art works across a genealogical pattern running from Romanticism to the present day, one must de-emphasise the quiddity of the work in favour of vertical continuities. In both cases, however, the identification of common themes across various art works so as to aid in the description of wider historical or aesthetic conditions requires a certain “abstraction” of the qualities of the aesthetic works in question. The “postmodernism”, or any other quality, of a single art work thus remains in the eye of the beholder. No art work is definitively “postmodern” as such. It is only “postmodern” inasmuch as this description aids one in understanding a certain aspect of the piece and its relationship to other objects of analysis. In short, the more either an art work or its critical review elides full descriptive explication, the more useful reflections which might be voiced in its wake. What then is the instrumental purpose of the arts review as a genre of writing? For liberal humanist critics such as Matthew Arnold, F.R. Leavis and Harold Bloom, the role of the critic is straight forward and authoritative. Great art is said to be imbued with the spirit of humanity; with the very essence of our common subjectivity itself. Critics in this mode seek the truth of art and once it has been found, they generally construct it as unified, cohesive and of great value to all of humanity. The authors of the various avant-garde manifestoes which arose in Europe from the fin de siècle period onwards significantly complicated this ideal of universal value by arguing that such aesthetic values were necessarily abstract and so were not immediately visible within the content of the work per se. Such values were rather often present in the art work’s form and expression. Surrealism, Futurism, Supremacism, the Bauhaus and the other movements were founded upon the contention that these avant-garde art works revealed fundamental truths about the essence of human subjectivity: the imperious power of the dream at the heart of our emotional and psychic life, the geometric principles of colour and shape which provide the language for all experience of the sublime, and so on. The critic was still obliged to identify greatness and to isolate and disseminate those pieces of art which revealed the hidden truth of our shared human experience. Few influential art movements did not, in fact, have a chief theoretician to promote their ideals to the world, be it Ezra Pound and Leavis as the explicators of the works of T.S. Eliot, Martin Esslin for Beckett, or the artist her or himself, such as choreographers Martha Graham or Merce Cunningham, both of whom described in considerable detail their own methodologies to various scribes. The great challenge presented in the writings of Foucault, Derrida, Hassan and others, however, is to abandon such a sense of universal aesthetic and philosophical value. Like their fellow travellers within the New Left and soixante huit-ièmes (the agitators and cultural critics of 1968 Paris), these critics contend that the idea of a universal human subjectivity is problematic at best, if not a discursive fiction, which has been used to justify repression, colonialism, the unequal institutional hierarchies of bourgeois democratic systems, and so on. Art does not therefore speak of universal human truths. It is rather – like aesthetic criticism itself – a discursive product whose value should be considered instrumentally. The kind of a critical relationship which I am proposing here might provisionally be classified as discursive or archaeological criticism (in the Foucauldian sense of tracing discursive relationships and their distribution within any given cross-section or strata of cultural life). The role of the critic in such a situation is not one of acknowledging great art. Rather, the critic’s function becomes highly strategic, with interpretations and opinions regarding art works acting as invitations to engagement, consideration and, hence, also to rejection. From the point of view of the audience, too, the critic’s role is one of utility. If a critical description prompts useful, interesting or pleasurable reflections in the reader, then the review has been effective. If it has not, it has no role to play. The response to criticism thus becomes as subjective as the response to the art work itself. Similarly, just as Marcel Duchamp’s act of inverting a urinal and calling it art showed that anyone could be an artist provided they adopted a suitably creative vision of the objects which surrounded them, so anyone and everyone is a legitimate critic of any art work addressed to him or her as an audience. The institutional power accorded to critics by merit of the publications to which they are attached should not obfuscate the fact that anyone has the moral right to venture a critical judgement. It is not actually logically possible to be “right” or “wrong” in attributing qualities to an art work (although I have had artists assert the contrary to me). I like noise art, for example, and find much to stimulate my intellect and my affect in the chaotic feedback characteristic of the work of Merzbow and others. Many others however simply find such sounds to constitute unpleasant noise. Neither commentator is “right”. Both views co-exist. What is important is how these ideas are expressed, what propositions are marshalled to support either position, and how internally cohesive are the arguments supplied by supporters of either proposition. The merit of any particular critical intervention is therefore strictly formal or expressive, lying in its rhetorical construction, rather than in the subjective content of the criticism itself, per se. Clearly, such discursive criticism is of little value in describing works devised according to either an unequivocally liberal humanist or modernist avant-garde perspective. Aesthetic criticism authored in this spirit will not identify the universal, timeless truths of the work, nor will it act as an authoritative barometer of aesthetic value. By the same token though, a recognition of pluralism and instrumentality does not necessarily entail the rejection of categories of value altogether. Such a technique of aesthetic analysis functions primarily in the realm of superficial discursive qualities and formal features, rather than subterranean essences. It is in this sense both anti-Romantic and anti-Platonic. Discursive analysis has its own categories of truth and evaluation. Similarities between works, influences amongst artists and generic or affective precedents become the primary objects of analysis. Such a form of criticism is, in this sense, directly in accord with a similarly self-reflexive, historicised approach to art making itself. Where artists are consciously seeking to engage with their predecessors or peers, to find ways of situating their own work through the development of ideas visible in other cultural objects and historic aesthetic works, then the creation of art becomes itself a form of practical criticism or praxis. The distinction between criticism and its object is, therefore, one of formal expression, not one of nature or essence. Both practices engage with similar materials through a process of reflection (Marshall, “Vertigo”). Having described in philosophical and critical terms what constitutes an unfettered, democratic and strategic model of discursive criticism, it is perhaps useful to close with a more pragmatic description of how I myself attempt to proceed in authoring such criticism and, so, offer at least one possible (and, by definition, subjective) model for discursive criticism. Given that discursive analysis itself developed out of linguistic theory and Saussure’s discussion of the structural nature of signification, it is no surprise that the primary methodology underlying discursive analysis remains that of semiotics: namely how systems of representation and meaning mutually reinforce and support each other, and how they fail to do so. As a critic viewing an art work, it is, therefore, always my first goal to attempt to identify what it is that the artist appears to be trying to do in mounting a production. Is the art work intended as a cultural critique, a political protest, an avant-garde statement, a work of pure escapism, or some other kind of project – and hence one which can be judged according to the generic forms and values associated with such a style in comparison with those by other artists who work in this field? Having determined or intuited this, several related but nominally distinct critical reflections follow. Firstly, how effectively is this intent underpinning the art work achieved, how internally consistent are the tools, forms and themes utilised within the production, and do the affective and historic resonances evoked by the materials employed therein cohere into a logical (or a deliberately fragmented) whole? Secondly, how valid or aesthetically interesting is such a project in the first place, irrespective of whether it was successfully achieved or not? In short, how does the artist’s work compare with its own apparent generic rules, precedents and peers, and is the idea behind the work a contextually valid one or not? The questions of value which inevitably come into these judgements must be weighed according to explicit arguments regarding context, history and genre. It is the discursive transparency of the critique which enables readers to mentally contest the author. Implicitly transcendental models of universal emotional or aesthetic responses should not be invoked. Works of art should, therefore, be judged according to their own manifest terms, and, so, according to the values which appear to govern the relationships which organise materials within the art work. They should also, however, be viewed from a position definitively outside the work, placing the overall concept and its implicit, underlying theses within the context of other precedents, cultural values, political considerations and so on. In other words, one should attempt to heed Hassan’s caution that all art works may be seen both from the perspective of historico-genealogical continuities, as well as according to their own unique, self-defining characteristics and intentions. At the same time, the critical framework of the review itself – while remaining potentially dense and complex – should be as apparent to the reader as possible. The kind of criticism which I author is, therefore, based on a combination of art-historical, generic and socio-cultural comparisons. Critics are clearly able to elaborate more parallels between various artistic and cultural activities than many of their peers in the audience simply because it is the profession of the former to be as familiar with as wide a range of art-historical, cultural and political materials as is possible. This does not, however, make the opinions of the critic “correct”, it merely makes them more potentially dense. Other audiences nevertheless make their own connections, while spectators remain free to state that the particular parallels identified by the critic were not, to their minds, as significant as the critic would contend. The quantity of knowledge from which the critic can select does not verify the accuracy of his or her observations. It rather enables the potential richness of the description. In short, it is high time critics gave up all pretensions to closing off discourse by describing aesthetic works. On the contrary, arts reviewing, like arts production itself, should be seen as an invitation to further discourse, as a gift offered to those who might want it, rather than a Leavisite or Bloom-esque bludgeon to instruct the insensitive masses as to what is supposed to subjectively enlighten and uplift them. It is this sense of engagement – between critic, artist and audience – which provides the truly poetic quality to arts criticism, allowing readers to think creatively in their own right through their own interaction with a collaborative process of rumination on aesthetics and culture. In this way, artists, audiences and critics come to occupy the same terrain, exchanging views and constructing a community of shared ideas, debate and ever-multiplying discursive forms. Ideally, written criticism would come to occupy the same level of authority as an argument between an audience member and a critic at the bar following the staging of a production. I admit myself that even my best written compositions rarely achieve the level of playful interaction which such an environment often provokes. I nevertheless continue to strive for such a form of discursive exchange and bibulous poetry. References Apollonio, Umbro, ed. Futurist Manifestos. London: Thames and Hudson, 1973. Arnold, Matthew. Essays in Criticism. London: Macmillan, 1903-27, published as 2 series. Barthes, Roland. Mythologies. Trans. by Annette Lavers. London: Vintage, 1993. Bloom, Harold. Shakespeare: The Invention of the Human. New York: Riverhead, 1998. Benjamin, Walter. Reflections: Essays, Aphorisms, Autobiographical Writings. Trans. by Edmund Jephcott. New York: Harcourt, 1978. Breton, André. Manifestoes of Surrealism. Trans. by Richard Seaver and Helen Lane. Ann Arbor: Michigan UP, 1972. Eliot, T.S. Collected Poems 1909-1962. London: Faber, 1963. Esslin, Martin. Theatre of the Absurd. Harmondsworth: Penguin, 1968. Foucault, Michel. The Archaeology of Knowledge. Trans. by A.M. Sheridan Smith. London: Tavistock, 1972. ———. The History of Sexuality: Volume I: An Introduction. Trans. by Robert Hurley. London: Penguin, 1990. Fukuyama, Francis. The End of History and the Last Man. London: Penguin, 1992. Graham, Martha. Blood Memory. New York: Doubleday, 1991. Hassan, Ihab. “Joyce, Beckett and the Postmodern Imagination.” Triquarterly 32.4 (1975): 192ff. Jameson, Fredric. “Postmodernism, or the Cultural Dominant of Late Capitalism,” New Left Review 146 (1984): 53-92. Leavis, F.R. F.R. Leavis: Essays and Documents. Eds. Ian MacKillop and Richard Storer. Sheffield: Sheffield Academic Press, 1995. Malevich, Kazimir. In Penny Guggenheim, ed. Art of This Century – Drawings – Photographs – Sculpture – Collages. New York: Art Aid, 1942. Marshall, Jonathan. “Documents in Australian Postmodern Dance: Two Interviews with Lucy Guerin,” in Adrian Kiernander, ed. Dance and Physical Theatre, special edition of Australasian Drama Studies 41 (October 2002): 102-33. ———. “Operatic Tradition and Ambivalence in Chamber Made Opera’s Recital (Chesworth, Horton, Noonan),” in Keith Gallasch and Laura Ginters, eds. Music Theatre in Australia, special edition of Australasian Drama Studies 45 (October 2004): 72-96. ———. “Vertigo: Between the Word and the Act,” Independent Performance Forums, series of essays commissioned by Not Yet It’s Difficult theatre company and published in RealTime Australia 35 (2000): 10. Merzbow. Venereology. Audio recording. USA: Relapse, 1994. Richards, Alison, Geoffrey Milne, et al., eds. Pearls before Swine: Australian Theatre Criticism, special edition of Meajin 53.3 (Spring 1994). Tzara, Tristan. Seven Dada Manifestos and Lampisteries. Trans. by Barbara Wright. London: Calder, 1992. Vaughan, David. Merce Cunningham: Fifty Years. Ed. Melissa Harris. New York: Aperture, 1997. Citation reference for this article MLA Style Marshall, Jonathan. "Inciting Reflection: A Short Manifesto for and Introduction to the Discursive Reviewing of the Arts." M/C Journal 8.5 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0510/08-marshall.php>. APA Style Marshall, J. (Oct. 2005) "Inciting Reflection: A Short Manifesto for and Introduction to the Discursive Reviewing of the Arts," M/C Journal, 8(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0510/08-marshall.php>.

Well, you couldn't control the situation to that extent. The world just comes in on top of you. It creeps under the door. It falls out of the sky. It's all around. (Leunig) Like the world that cartoonist Michael Leunig describes, ambience is all around. Everywhere you go. You cannot get away from it. You cannot hide from it. You cannot be without it. For ambience is that which surrounds us, that which pervades. Always-on. Always by-your-side. Always already. Here, there and everywhere. Super-surround-sound. Immersive. Networked and cloudy. Ubiquitous. Although you cannot avoid ambience, you may ignore it. In fact, ambience is almost as ignored as it is pervasive. For the most part, our attention is given over to what’s in front of us, what we pick up, what we handle, what is in focus. Instead of ambience, our phenomenal existence is governed by what we bring into the foreground of our lives. Our attention is, almost by definition, occupied not by what is ambient, but what is salient (Jaaniste, Approaching Ch. 1). So, when Brian Eno coined the term Ambient Music in the 1970s (see Burns; Radywyl; and Ensminger in this issue), he was doing something strange. He was bringing ambience, as an idea and in its palpable sonic dimension, into salience. The term, and the penchant for attuning and re-thinking our connections to our surroundings, caught on. By the end of the twentieth century, it was deemed by one book author worthy of being called the ambient century (Prendergast). Eno is undoubtedly the great populariser of the term, but there’s a backstory to ambience. If Spitzer’s detailed semantic analysis of ‘ambience’ and its counterpart ‘milieu’ published back in the 1940s is anything to go by, then Newtonian physics had a lot to do with how ambience entered into our Modern vernacular. Isaac Newton’s laws and theories of gravity and the cosmos offered up a quandary for science back then: vast amounts of empty space. Just like we now know that most of an atom is empty space, within which a few miserly electrons, protons, neutrons and other particle fly about (and doesn’t that seem weird given how solid everything feels?) so too it is with planets, stars, galaxies whose orbits traverse through the great vacuum of the universe. And that vacuum Newton called ambience. But maybe outer-space, and ambience, is not actually empty. There could be dark matter everywhere. Or other things not yet known, observed or accounted for. Certainly, the history of our thinking around ambience since its birth in physics has seen a shift from vacuity to great density and polyphony. Over time, several ‘spaces’ became associated with ambience, which we might think of as the great scapes of our contemporary lives: the natural environment, the built environment, the social world, the aesthetic worlds encountered ‘within’ artefacts, and the data-cloud. Now is not the time or place to give a detailed history of these discursive manoeuvres (although some key clues are given in Spizter; and also Jaaniste, Approaching). But a list of how the term has been taken up after Eno–across the arts, design, media and culture–reveals the broad tenets of ambience or, perhaps, the ambience of ambience. Nowadays we find talk of (in alphabetical order): ambient advertising (Quinion), aesthetics (Foster), architecture (CNRS; Sample), art (Desmarias; Heynen et al.), calculus (Cardelli), displays (Ambient Displays Reserch Group; Lund and Mikael; Vogel and Balakrishnan), fears (Papastergiadis), findability (Morville), informatics (Morville), intelligence (Weber et al.), media (Meeks), narratives (Levin), news (Hagreaves and Thomas), poetics (Morton), television (McCarthy), and video (Bizzocchi). There’s probably more. Time, then, to introduce the authors assembled for this special ‘ambient’ issue of M/C Journal. Writing from the globe, in Spain, Ukraine, Canada, United Sates, and New Zealand, and from cities across Australia, in Melbourne, Canberra and Perth, they draw on and update the ambience of ambience. Alison Bartlett, in our feature article, begins with bodies of flesh (and sweat and squinting) and bodies of thought (including Continental theory). She draws us into a personal, present tense and tensely present account of the way writing and thinking intertwine with our physical locality. The heat, light and weathered conditions of her place of writing, now Perth and previously Townsville, are evoked, as is some sort of teased out relation with Europe. If we are always immersed in our ambient conditions, does this effect and affect everything we do, and think? Bruce Arnold and Margalit Levin then shift gear, from the rural and natural to the densely mediated contemporary urban locale. Urban ambience, as they say, is no longer about learning to avoid (or love?) harsh industrial noises, but it’s about interactivity, surveillance and signalling. They ambivalently present the ambient city as a dialectic, where feeling connected and estranged go hand-in-hand. Next we explore one outcome or application of the highly mediated, iPhone and Twitter-populated city. Alfred Hermida has previously advanced the idea of ‘ambient journalism’ (Hermida, Twittering), and in his M/C Journal piece he outlines the shift from ambient news (which relies on multiple distribution points, but which relays news from a few professional sources) to a journalism that is ambiently distributed across citizens and non-professional para-journalists. Alex Burns takes up Hermida’s framework, but seeks to show how professional journalism might engage in complex ways with Twitter and other always-on, socially-networked data sources that make up the ‘awareness system’ of ambient journalism. Burns ends his provocative paper by suggesting that the creative processes of Brian Eno might be a model for flexible approaches to working with the ambient data fields of the Internet and social grid. Enter the data artist, the marginal doodler and the darkened museum. Pau Waelder examines the way artists have worked with data fields, helping us to listen, observe and embody what is normally ignored. David Ensminger gives a folklorist-inspired account of the way doodles occupy the ambient margins of our minds, personalities and book pages. And Natalia Radywyl navigates the experiences of those who encountered the darkened and ambiguously ambient Screen Gallery of the Australian Centre for Moving Image, and ponders on what this mean for the ‘new museum’. If the experience of doodles and darkened galleries is mainly an individual thing, the final two papers delve into the highly social forms of ambience. Pauline Cheong explores how one particular type of community, Christian churches in the United States, has embraced (and sometimes critiqued) the use of Twitter to facilitate the communal ambience, 140 characters at a time. Then Christine Teague with Lelia Green and David Leith report on the working lives of transit officers on duty on trains in Perth. This is a tough ambience, where issues of safety, fear, confusion and control impact on these workers as much as they try to influence the ambience of a public transport network. The final paper gives us something to pause on: ambience might be an interesting topic, but the ambience of some people and some places might be unpalatable or despairing. Ambience is morally ambivalent (it can be good, bad or otherwise), and this is something threading through many of the papers before us. Who gets to control our ambient surrounds? Who gets to influence them? Who gets to enjoy them, take advantage of them, ignore them? For better or worse. The way we live with, connect to and attune to the ambience of our lives might be crucially important. It might change us. And it might do so on many levels. As is now evident, all the great scapes, as I called them, have been taken up in this issue. We begin with the natural environment (Bartlett’s weather) and the urban built environment (Arnold and Levin; and also Radywyl). Then we enter the data-cloud (Herminda; Burns; Waelder, and also Cheong), shifting into the aesthetic artefact (Waelder; Ensminger; Radywyl), and then into the social sphere (Cheong; Teague, Green and Leith). Of course, all these scapes, and the authors’ concerns, overlap. Ambience is a multitude, and presses into us and through us in many ways. References Ambient Displays Research Group. “Ambient Displays Research Group.” 25 July 2006 ‹http://www.eecs.berkeley.edu/Research/Projects/CS/io/ambient/›. Bizzocchi, Jim. “Ambient Video: The Transformation of the Domestic Cinematic Experience.” Media Environments and the Liberal Arts Conference, 10-13 June 2004, Rochester Institute of Technology, New York. 26 July 2006 ‹http://www.dadaprocessing.com› [third version of this essay]. Cardelli, Luca. “Mobility and Security.” Lecture notes for Marktoberdorf Summer School 1999, summarising several Ambient Calculus papers by Luca Cardelli & Andrew Gordon. Foundations of Secure Computation. Eds. Friedrich L. Bauer and Ralf Steinbrüggen. NATO Science Series. Proceedings of the NATO Advanced Study Institute on Foundations of Secure Computation, Marktoberdorf, Germany, 27 July - 8 Aug. 1999. 3-37. ‹http://lucacardelli.name/Papers/Mobility%20and%20Security.A4.pdf›. CNRS. “UMR CNRS 1563: Ambiances architecturales et urbaines”. 2007. 9 Feb. 2007 ‹http://www.archi.fr/RECHERCHE/annuaireg/pdf/UMR1563.pdf›. Desmarias, Charles. “Nothing Compared to This: Ambient, Incidental and New Minimal Tendencies in Contemporary Art.” Catalogue essay for exhibition curated by Charles Desmarais at Cincinnati Contemporary Arts Center, 25 Sep. - 28 Nov. 2004. Foster, Cheryl. “The Narrative and the Ambient in Environmental Aesthetics.” Journal of Aesthetics & Art Criticism 56.2 (Spring 1998): 127-137. Hargreaves, Ian, and James Thomas. “New News, Old News.” ITC/BSC (October 2002). 3 May 2010 ‹http://legacy.caerdydd.ac.uk/jomec/resources/news.pdf›. Herminda, Alfred. “Twittering the News: The Emergence of Ambient Journalism.” Journalism Practice (11 March 2010). 3 May 2010 ‹http://www.informaworld.com/smpp/content~content=a919807525›. Heynen, Julian, Kasper Konig, and Stefani Jansen. Ambiance: Des deux cơtes du Rhin. To accompany an exhibition of the same name at K21 Kuntstsammlung NRW, Düsseldorf, 15 Oct. 2005 – 12 Feb. 2006. Köln: Snoeck. Jaaniste, Luke. Approaching the Ambient: Creative Practice and the Ambient Mode of Being. Doctoral thesis, Queensland University of Technology, 2007. 3 May 2010 ‹http://www.lukejaaniste.com/writings/phd›. Leunig, Michael. “Michael Leunig”. Enough Rope with Andrew Denton. ABC Television, 8 May 2006. 3 May 2010 ‹http://www.abc.net.au/tv/enoughrope/transcripts/s1632918.htm›. Lund, Andreas, and Mikael Wiberg. “Ambient Displays beyond Convention.” HCI 2004, The 18th British HCI Group Annual Conference, Leeds Metropolitan University, UK, 6-10 Sep. 2004. 18 Oct. 2005 ‹http://www.informatik.umu.se/~mwiberg/designingforattention_workshop_lund_wiberg.pdf›. Manovich, Lev. “Soft Cinema: Ambient Narratives.” Catalogue for the Soft Cinema Project presented at Future Cinema: The Cinemtic Imaginary after Film at ZKM Center for Art and Media in Karlsruhe, Germany, 16 Nov. 2002 - 30 March 2003. McCarthy, Anna. Ambient Television: Visual Culture and Public Space. Durham and London: Duke University Press, 2001. Meeks, Cyan. Ambient Media: Meanings and Implications. Masters of Fine Arts thesis, Graduate School of the State University of New York, Department of Media Study, August 2005. Morton, Timothy. “Why Ambient Poetics?: Outline for a Depthless Ecology.” The Wordsworth Circle 33.1 (Winter 2002): 52-56. Morville, Peter. Ambient Findability: What We Find Changes Who We Become. O’Reilly Media, 2005. Papastergiadis, Nikos. “Ambient Fears.” Artlink 32.1 (2003): 28-34. Prendergast, Mark. The Ambient Century: From Mahler to Trance, the Evolution of Sound in the Electronic Age. London: Bloomsbury, 2000. Quinion, Michael. “Ambient Advertising.” World Wide Words 5 Sep. 1998. 3 Aug. 2006 ‹http://www.worldwidewords.org/turnsofphrase/tp-amb1.htm›. Sample, Hilary. “Ambient Architecture: An Environmental Monitoring Station for Pasadena, California.” 306090 07: Landscape with Architecture. 306090 Architecture Journal 7 (Sep. 2004): 200-210. Spitzer, Leo. “Milieu and Ambiance: An Essay in Historical Semantics (Part 2).” Philosophy and Phenomenological Research 3.2 (Dec. 1942): 169–218. Vogel, Daniel, and Ravin Balakrishnan. “Interactive Public Ambient Displays: Transitioning from Implicit to Explicit, Public to Personal, Interaction with Multiple Users.” Proceedings of the 18th ACM Symposium on User Interface Software and Technology. Large Public Displays session, Santa Fe. New York: ACM Press. 137-146. Weber, W., J.M. Rabaey, and E. Aarts. Eds. Ambient Intelligence. Berlin: Springer, 2005.

What strikes me about the habits of the people who spend so much time on the Net—well, it’s so new that we don't know what will come next—is in fact precisely how niche in character it is. You ask people what nets they are on, and they’re all so specialised! The Argentines on the Argentine Net and so forth. And it’s particularly the Argentines who are not in Argentina. (Anderson, in Gower, par. 5) The preceding quotation, taken from his 1996 interview with Eric Gower, sees Benedict Anderson reflecting on the formation of imagined, transnational communities on the Internet. Anderson is, of course, famous for his work on how nationalism, as an “imagined community,” gets constructed through the shared consumption of print media (6-7, 26-27); although its readers will never all see each other face to face, people consuming a newspaper or novel in a shared language perceive themselves as members of a collective. In this more recent interview, Anderson recognised the specific groupings of people in online communities: Argentines who find themselves outside of Argentina link up online in an imagined diaspora community. Over the course of the last decade and a half since Anderson spoke about Argentinian migrants and diaspora communities, we have witnessed an exponential growth of new forms of digital communication, including social networking sites (e.g. Facebook), Weblogs, micro-blogging (e.g. Twitter), and video-sharing sites (e.g. YouTube). Alongside these new means of communication, our current epoch of globalisation is also characterised by migration flows across, and between, all continents. In his book Modernity at Large, Arjun Appadurai recognised that “the twin forces of mass migration and electronic mediation” have altered the ways the imagination operates. Furthermore, these two pillars, human motion and digital mediation, are in constant “flux” (44). The circulation of people and digitally mediatised content proceeds across and beyond boundaries of the nation-state and provides ground for alternative community and identity formations. Appadurai’s intervention has resulted in increasing awareness of local, transnational, and global networking flows of people, ideas, and culturally hybrid artefacts. In this article, we analyse the various innovative tactics taken up by migrant youth to imagine digital diasporas. Inspired by scholars such as Appadurai, Avtar Brah and Paul Gilroy, we tease out—from a postcolonial perspective—how digital diasporas have evolved over time from a more traditional understanding as constituted either by a vertical relationship to a distant homeland or a horizontal connection to the scattered transnational community (see Safran, Cohen) to move towards a notion of “hypertextual diaspora.” With hypertextual diaspora, these central axes which constitute the understanding of diaspora are reshuffled in favour of more rhizomatic formations where affiliations, locations, and spaces are constantly destabilised and renegotiated. Needless to say, diasporas are not homogeneous and resist generalisation, but in this article we highlight common ways in which young migrant Internet users renew the practices around diaspora connections. Drawing from research on various migrant populations around the globe, we distinguish three common strategies: (1) the forging of transnational public spheres, based on maintaining virtual social relations by people scattered across the globe; (2) new forms of digital diasporic youth branding; and (3) the cultural production of innovative hypertexts in the context of more rhizomatic digital diaspora formations. Before turning to discuss these three strategies, the potential of a postcolonial framework to recognise multiple intersections of diaspora and digital mediation is elaborated. Hypertext as a Postcolonial Figuration Postcolonial scholars, Appadurai, Gilroy, and Brah among others, have been attentive to diasporic experiences, but they have paid little attention to the specificity of digitally mediated diaspora experiences. As Maria Fernández observes, postcolonial studies have been “notoriously absent from electronic media practice, theory, and criticism” (59). Our exploration of what happens when diasporic youth go online is a first step towards addressing this gap. Conceptually, this is clearly an urgent need since diasporas and the digital inform each other in the most profound and dynamic of ways: “the Internet virtually recreates all those sites which have metaphorically been eroded by living in the diaspora” (Ponzanesi, “Diasporic Narratives” 396). Writings on the Internet tend to favour either the “gold-rush” mentality, seeing the Web as a great equaliser and bringer of neoliberal progress for all, or the more pessimistic/technophobic approach, claiming that technologically determined spaces are exclusionary, white by default, masculine-oriented, and heteronormative (Everett 30, Van Doorn and Van Zoonen 261). For example, the recent study by Ito et al. shows that young people are not interested in merely performing a fiction in a parallel online world; rather, the Internet gets embedded in their everyday reality (Ito et al. 19-24). Real-life commercial incentives, power hierarchies, and hegemonies also get extended to the digital realm (Schäfer 167-74). Online interaction remains pre-structured, based on programmers’ decisions and value-laden algorithms: “people do not need a passport to travel in cyberspace but they certainly do need to play by the rules in order to function electronically” (Ponzanesi, “Diasporic Narratives” 405). We began our article with a statement by Benedict Anderson, stressing how people in the Argentinian diaspora find their space on the Internet. Online avenues increasingly allow users to traverse and add hyperlinks to their personal websites in the forms of profile pages, the publishing of preferences, and possibilities of participating in and affiliating with interest-based communities. Online journals, social networking sites, streaming audio/video pages, and online forums are all dynamic hypertexts based on Hypertext Markup Language (HTML) coding. HTML is the protocol of documents that refer to each other, constituting the backbone of the Web; every text that you find on the Internet is connected to a web of other texts through hyperlinks. These links are in essence at equal distance from each other. As well as being a technological device, hypertext is also a metaphor to think with. Figuratively speaking, hypertext can be understood as a non-hierarchical and a-centred modality. Hypertext incorporates multiplicity; different pathways are possible simultaneously, as it has “multiple entryways and exits” and it “connects any point to any other point” (Landow 58-61). Feminist theorist Donna Haraway recognised the dynamic character of hypertext: “the metaphor of hypertext insists on making connections as practice.” However, she adds, “the trope does not suggest which connections make sense for which purposes and which patches we might want to follow or avoid.” We can begin to see the value of approaching the Internet from the perspective of hypertext to make an “inquiry into which connections matter, why, and for whom” (128-30). Postcolonial scholar Jaishree K. Odin theorised how hypertextual webs might benefit subjects “living at the borders.” She describes how subaltern subjects, by weaving their own hypertextual path, can express their multivocality and negotiate cultural differences. She connects the figure of hypertext with that of the postcolonial: The hypertextual and the postcolonial are thus part of the changing topology that maps the constantly shifting, interpenetrating, and folding relations that bodies and texts experience in information culture. Both discourses are characterised by multivocality, multilinearity, openendedness, active encounter, and traversal. (599) These conceptions of cyberspace and its hypertextual foundations coalesce with understandings of “in-between”, “third”, and “diaspora media space” as set out by postcolonial theorists such as Bhabha and Brah. Bhabha elaborates on diaspora as a space where different experiences can be articulated: “These ‘in-between’ spaces provide the terrain for elaborating strategies of selfhood—singular or communal—that initiate new signs of identity, and innovative sites of collaboration, and contestation (4). (Dis-)located between the local and the global, Brah adds: “diaspora space is the point at which boundaries of inclusion and exclusion, of belonging and otherness, of ‘us’ and ‘them,’ are contested” (205). As youths who were born in the diaspora have begun to manifest themselves online, digital diasporas have evolved from transnational public spheres to differential hypertexts. First, we describe how transnational public spheres form one dimension of the mediation of diasporic experiences. Subsequently, we focus on diasporic forms of youth branding and hypertext aesthetics to show how digitally mediated practices can go beyond and transgress traditional formations of diasporas as vertically connected to a homeland and horizontally distributed in the creation of transnational public spheres. Digital Diasporas as Diasporic Public Spheres Mass migration and digital mediation have led to a situation where relationships are maintained over large geographical distances, beyond national boundaries. The Internet is used to create transnational imagined audiences formed by dispersed people, which Appadurai describes as “diasporic public spheres”. He observes that, as digital media “increasingly link producers and audiences across national boundaries, and as these audiences themselves start new conversations between those who move and those who stay, we find a growing number of diasporic public spheres” (22). Media and communication researchers have paid a lot of attention to this transnational dimension of the networking of dispersed people (see Brinkerhoff, Alonso and Oiarzabal). We focus here on three examples from three different continents. Most famously, media ethnographers Daniel Miller and Don Slater focused on the Trinidadian diaspora. They describe how “de Rumshop Lime”, a collective online chat room, is used by young people at home and abroad to “lime”, meaning to chat and hang out. Describing the users of the chat, “the webmaster [a Trini living away] proudly proclaimed them to have come from 40 different countries” (though massively dominated by North America) (88). Writing about people in the Greek diaspora, communication researcher Myria Georgiou traced how its mediation evolved from letters, word of mouth, and bulletins to satellite television, telephone, and the Internet (147). From the introduction of the Web, globally dispersed people went online to get in contact with each other. Meanwhile, feminist film scholar Anna Everett draws on the case of Naijanet, the virtual community of “Nigerians Living Abroad”. She shows how Nigerians living in the diaspora from the 1990s onwards connected in global transnational communities, forging “new black public spheres” (35). These studies point at how diasporic people have turned to the Internet to establish and maintain social relations, give and receive support, and share general concerns. Establishing transnational communicative networks allows users to imagine shared audiences of fellow diasporians. Diasporic imagination, however, goes beyond singular notions of this more traditional idea of the transnational public sphere, as it “has nowadays acquired a great figurative flexibility which mostly refers to practices of transgression and hybridisation” (Ponzanesi, “Diasporic Subjects” 208). Below we recognise another dimension of digital diasporas: the articulation of diasporic attachment for branding oneself. Mocro and Nikkei: Diasporic Attachments as a Way to Brand Oneself In this section, we consider how hybrid cultural practices are carried out over geographical distances. Across spaces on the Web, young migrants express new forms of belonging in their dealing with the oppositional motivations of continuity and change. The generational specificity of this experience can be drawn out on the basis of the distinction between “roots” and “routes” made by Paul Gilroy. In his seminal book The Black Atlantic: Modernity and Double Consciousness, Gilroy writes about black populations on both sides of the Atlantic. The double consciousness of migrant subjects is reflected by affiliating roots and routes as part of a complex cultural identification (19 and 190). As two sides of the same coin, roots refer to the stable and continuing elements of identities, while routes refer to disruption and change. Gilroy criticises those who are “more interested in the relationship of identity to roots and rootedness than in seeing identity as a process of movement and mediation which is more appropriately approached via the homonym routes” (19). He stresses the importance of not just focusing on one of either roots or routes but argues for an examination of their interplay. Forming a response to discrimination and exclusion, young migrants in online networks turn to more positive experiences such as identification with one’s heritage inspired by generational specific cultural affiliations. Here, we focus on two examples that cross two continents, showing routed online attachments to “be(com)ing Mocro”, and “be(coming) Nikkei”. Figure 1. “Leipe Mocro Flavour” music video (Ali B) The first example, being and becoming “Mocro”, refers to a local, bi-national consciousness. The term Mocro originated on the streets of the Netherlands during the late 1990s and is now commonly understood as a Dutch honorary nickname for youths with Moroccan roots living in the Netherlands and Belgium. A 2003 song, Leipe mocro flavour (“Crazy Mocro Flavour”) by Moroccan-Dutch rapper Ali B, familiarised a larger group of people with the label (see Figure 1). Ali B’s song is exemplary for a wider community of youngsters who have come to identify themselves as Mocros. One example is the Marokkanen met Brainz – Hyves (Mo), a community page within the Dutch social networking site Hyves. On this page, 2,200 youths who identify as Mocro get together to push against common stereotypes of Moroccan-Dutch boys as troublemakers and thieves and Islamic Moroccan-Dutch girls as veiled carriers of backward traditions (Leurs, forthcoming). Its description reads, “I assume that this Hyves will be the largest [Mocro community]. Because logically Moroccans have brains” (our translation): What can you find here? Discussions about politics, religion, current affairs, history, love and relationships. News about Moroccan/Arabic Parties. And whatever you want to tell others. Use your brains. Second, “Nikkei” directs our attention to Japanese migrants and their descendants. The Discover Nikkei website, set up by the Japanese American National Museum, provides a revealing description of being and becoming Nikkei: As Nikkei communities form in Japan and throughout the world, the process of community formation reveals the ongoing fluidity of Nikkei populations, the evasive nature of Nikkei identity, and the transnational dimensions of their community formations and what it means to be Nikkei. (Japanese American National Museum) This site was set up by the Japanese American National Museum for Nikkei in the global diaspora to connect and share stories. Nikkei youths of course also connect elsewhere. In her ethnographic online study, Shana Aoyama found that the social networking site Hi5 is taken up in Peru by young people of Japanese heritage as an avenue for identity exploration. She found group confirmation based on the performance of Nikkei-ness, as well as expressions of individuality. She writes, “instead of heading in one specific direction, the Internet use of Nikkei creates a starburst shape of identity construction and negotiation” (119). Mocro-ness and Nikkei-ness are common collective identification markers that are not just straightforward nationalisms. They refer back to different homelands, while simultaneously they also clearly mark one’s situation of being routed outside of this homeland. Mocro stems from postcolonial migratory flows from the Global South to the West. Nikkei-ness relates to the interesting case of the Japanese diaspora, which is little accounted for, although there are many Japanese communities present in North and South America from before the Second World War. The context of Peru is revealing, as it was the first South American country to accept Japanese migrants. It now hosts the second largest South American Japanese diaspora after Brazil (Lama), and Peru’s former president, Alberto Fujimoro, is also of Japanese origin. We can see how the importance of the nation-state gets blurred as diasporic youth, through cultural hybridisation of youth culture and ethnic ties, initiates subcultures and offers resistance to mainstream western cultural forms. Digital spaces are used to exert youthful diaspora branding. Networked branding includes expressing cultural identities that are communal and individual but also both local and global, illustrative of how “by virtue of being global the Internet can gift people back their sense of themselves as special and particular” (Miller and Slater 115). In the next section, we set out how youthful diaspora branding is part of a larger, more rhizomatic formation of multivocal hypertext aesthetics. Hypertext Aesthetics In this section, we set out how an in-between, or “liminal”, position, in postcolonial theory terms, can be a source of differential and multivocal cultural production. Appadurai, Bhabha, and Gilroy recognise that liminal positions increasingly leave their mark on the global and local flows of cultural objects, such as food, cinema, music, and fashion. Here, our focus is on how migrant youths turn to hypertextual forms of cultural production for a differential expression of digital diasporas. Hypertexts are textual fields made up of hyperlinks. Odin states that travelling through cyberspace by clicking and forging hypertext links is a form of multivocal digital diaspora aesthetics: The perpetual negotiation of difference that the border subject engages in creates a new space that demands its own aesthetic. This new aesthetic, which I term “hypertext” or “postcolonial,” represents the need to switch from the linear, univocal, closed, authoritative aesthetic involving passive encounters characterising the performance of the same to that of non-linear, multivocal, open, non-hierarchical aesthetic involving active encounters that are marked by repetition of the same with and in difference. (Cited in Landow 356-7) On their profile pages, migrant youth digitally author themselves in distinct ways by linking up to various sites. They craft their personal hypertext. These hypertexts display multivocal diaspora aesthetics which are personal and specific; they display personal intersections of affiliations that are not easily generalisable. In several Dutch-language online spaces, subjects from Dutch-Moroccan backgrounds have taken up the label Mocro as an identity marker. Across social networking sites such as Hyves and Facebook, the term gets included in nicknames and community pages. Think of nicknames such as “My own Mocro styly”, “Mocro-licious”, “Mocro-chick”. The term Mocro itself is often already multilayered, as it is often combined with age, gender, sexual preference, religion, sport, music, and generationally specific cultural affiliations. Furthermore, youths connect to a variety of groups ranging from feminist interests (“Women in Charge”), Dutch nationalism (“I Love Holland”), ethnic affiliations (“The Moroccan Kitchen”) to clothing (the brand H&M), and global junk food (McDonalds). These diverse affiliations—that are advertised online simultaneously—add nuance to the typical, one-dimensional stereotype about migrant youth, integration, and Islam in the context of Europe and Netherlands (Leurs, forthcoming). On the online social networking site Hi5, Nikkei youths in Peru, just like any other teenagers, express their individuality by decorating their personal profile page with texts, audio, photos, and videos. Besides personal information such as age, gender, and school information, Aoyama found that “a starburst” of diverse affiliations is published, including those that signal Japanese-ness such as the Hello Kitty brand, anime videos, Kanji writing, kimonos, and celebrities. Also Nikkei hyperlink to elements that can be identified as “Latino” and “Chino” (Chinese) (104-10). Furthermore, users can show their multiple affiliations by joining different “groups” (after which a hyperlink to the group community appears on the profile page). Aoyama writes “these groups stretch across a large and varied scope of topics, including that of national, racial/ethnic, and cultural identities” (2). These examples illustrate how digital diasporas encompass personalised multivocal hypertexts. With the widely accepted adagio “you are what you link” (Adamic and Adar), hypertextual webs can be understood as productions that reveal how diasporic youths choose to express themselves as individuals through complex sets of non-homogeneous identifications. Migrant youth connects to ethnic origin and global networks in eclectic and creative ways. The concept of “digital diaspora” therefore encapsulates both material and virtual (dis)connections that are identifiable through common traits, strategies, and aesthetics. Yet these hypertextual connections are also highly personalised and unique, offering a testimony to the fluid negotiations and intersections between the local and the global, the rooted and the diasporic. Conclusions In this article, we have argued that migrant youths render digital diasporas more complex by including branding and hypertextual aesthetics in transnational public spheres. Digital diasporas may no longer be understood simply in terms of their vertical relations to a homeland or place of origin or as horizontally connected to a clearly marked transnational community; rather, they must also be seen as engaging in rhizomatic digital practices, which reshuffle traditional understandings of origin and belonging. Contemporary youthful digital diasporas are therefore far more complex in their engagement with digital media than most existing theory allows: connections are hybridised, and affiliations are turned into practices of diasporic branding and becoming. There is a generational specificity to multivocal diaspora aesthetics; this specificity lies in the ways migrant youths show communal recognition and express their individuality through hypertext which combines affiliation to their national/ethnic “roots” with an embrace of other youth subcultures, many of them transnational. These two axes are constantly reshuffled and renegotiated online where, thanks to the technological possibilities of HTML hypertext, a whole range of identities and identifications may be brought together at any given time. We trust that these insights will be of interest in future discussion of online networks, transnational communities, identity formation, and hypertext aesthetics where much urgent and topical work remains to be done. References Adamic, Lada A., and Eytan Adar. “You Are What You Link.” 2001 Tenth International World Wide Web Conference, Hong Kong. 26 Apr. 2010. ‹http://www10.org/program/society/yawyl/YouAreWhatYouLink.htm›. Ali B. “Leipe Mocro Flavour.” ALIB.NL / SPEC Entertainment. 2007. 4 Oct. 2010 ‹http://www3.alib.nl/popupAlibtv.php?catId=42&contentId=544›. Alonso, Andoni, and Pedro J. Oiarzabal. Diasporas in the New Media Age. Reno: U of Nevada P, 2010. Anderson, Benedict. Imagined Communities: Reflections on the Origin and Spread of Nationalism. Rev. ed. London: Verso, 2006 (1983). Aoyama, Shana. Nikkei-Ness: A Cyber-Ethnographic Exploration of Identity among the Japanese Peruvians of Peru. Unpublished MA thesis. South Hadley: Mount Holyoke, 2007. 1 Feb. 2010 ‹http://hdl.handle.net/10166/736›. Appadurai, Arjun. Modernity at Large: Cultural Dimensions of Globalization. Minneapolis: U of Minnesota P, 1996. Bhabha, Homi. The Location of Culture. New York: Routledge, 1994. Brah, Avtar. Cartographies of Diaspora: Contesting Identities. London: Routledge, 1996. Brinkerhoff, Jennifer M. Digital Diasporas: Identity and Transnational Engagement. Cambridge: Cambridge UP, 2009. Cohen, Robin. Global Diasporas: An Introduction. London: U College London P, 1997. Everett, Anna. Digital Diaspora: A Race for Cyberspace. Albany: SUNY, 2009. Fernández, María. “Postcolonial Media Theory.” Art Journal 58.3 (1999): 58-73. Georgiou, Myria. Diaspora, Identity and the Media: Diasporic Transnationalism and Mediated Spatialities. Creskill: Hampton Press, 2006. 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Identity, Migration and Digital Media. Utrecht: Utrecht University. PhD Thesis, forthcoming. Miller, Daniel, and Don Slater. The Internet: An Etnographic Approach. Oxford: Berg, 2000. Mo. “Marokkanen met Brainz.” Hyves, 23 Feb. 2008. 4 Oct. 2010. ‹http://marokkaansehersens.hyves.nl/›. Odin, Jaishree K. “The Edge of Difference: Negotiations between the Hypertextual and the Postcolonial.” Modern Fiction Studies 43.3 (1997): 598-630. Ponzanesi, Sandra. “Diasporic Narratives @ Home Pages: The Future as Virtually Located.” Colonies – Missions – Cultures in the English-Speaking World. Ed. Gerhard Stilz. Tübingen: Stauffenburg, 2001. 396–406. Ponzanesi, Sandra. “Diasporic Subjects and Migration.” Thinking Differently: A Reader in European Women's Studies. Ed. Gabrielle Griffin and Rosi Braidotti. London: Zed Books, 2002. 205–20. Safran, William. “Diasporas in Modern Societies: Myths of Homeland and Return.” Diaspora 1.1 (1991): 83-99. Schäfer, Mirko T. Bastard Culture! How User Participation Transforms Cultural Production. Amsterdam: Amsterdam UP, 2011. Van Doorn, Niels, and Liesbeth van Zoonen. “Theorizing Gender and the Internet: Past, Present, and Future.” Routledge Handbook of Internet Politics. Ed. Andrew Chadwick and Philip N. Howard. London: Routledge. 261-74.

One of the greatest joys in watching Foxtel is to see all the crazy people who run talk shows. Judgement, ridicule and generalisations slip from their tongues like overcooked lamb off a bone. From Oprah to Rikki, from Jerry to Mother Love, the posterior of pop culture claims a world-wide audience. Recently, a new talk diva was added to the pay television stable. Dr Laura Schlessinger, the Mother of Morals, prowls the soundstage. attacking 'selfish acts' such as divorce, de facto relationships and voting Democrat. On April 11, 2001, a show aired in Australia that added a new demon to the decadence of the age. Dr Laura had been told that a disgusting video clip, called 'Rock DJ', had been televised at 2:30pm on MTV. Children could have been watching. The footage that so troubled our doyenne of daytime featured the British performer Robbie Williams not only stripping in front of disinterested women, but then removing skin, muscle and tissue in a desperate attempt to claim their gaze. This was too much for Dr Laura. She was horrified: her strident tone became piercing. She screeched, "this is si-ee-ck." . My paper is drawn to this sick masculinity, not to judge - but to laugh and theorise. Robbie Williams, the deity of levity, holds a pivotal role in theorising the contemporary 'crisis' of manhood. To paraphrase Austin Powers, Williams returned the ger to singer. But Williams also triumphed in a captivatingly original way. He is one of the few members of a boy band who created a successful solo career without regurgitating the middle of the road mantras of boys, girls, love, loss and whining about it. Williams' journey through post-war popular music, encompassing influences from both Sinatra and Sonique, forms a functional collage, rather than patchwork, of masculinity. He has been prepared to not only age in public, but to discuss the crevices and cracks in the facade. He strips, smokes, plays football, wears interesting underwear and drinks too much. My short paper trails behind this combustible masculinity, focussing on his sorties with both masculine modalities and the rock discourse. My words attack the gap between text and readership, beat and ear, music and men. The aim is to reveal how this 'sick masculinity' problematises the conservative rendering of men's crisis. Come follow me I'm an honorary Sean Connery, born '74 There's only one of me … Press be asking do I care for sodomy I don't know, yeah, probably I've been looking for serial monogamy Not some bird that looks like Billy Connolly But for now I'm down for ornithology Grab your binoculars, come follow me. 'Kids,' Robbie Williams Robbie Williams is a man for our age. Between dating supermodels and Geri 'Lost Spice' Halliwell [1], he has time to "love … his mum and a pint," (Ansen 85) but also subvert the Oasis cock(rock)tail by frocking up for a television appearance. Williams is important to theories of masculine representation. As a masculinity to think with, he creates popular culture with a history. In an era where Madonna practices yoga and wears cowboy boots, it is no surprise that by June 2000, Robbie Williams was voted the world's sexist man [2]. A few months later, in the October edition of Vogue, he posed in a British flag bikini. It is reassuring in an era where a 12 year old boy states that "You aren't a man until you shoot at something," (Issac in Mendel 19) that positive male role models exist who are prepared to both wear a frock and strip on national television. Reading Robbie Williams is like dipping into the most convincing but draining of intellectual texts. He is masculinity in motion, conveying foreignness, transgression and corruption, bartering in the polymorphous economies of sex, colonialism, race, gender and nation. His career has spanned the boy bands, try-hard rock, video star and hybrid pop performer. There are obvious resonances between the changes to Williams and alterations in masculinity. In 1988, Suzanne Moore described (the artist still known as) Prince as "the pimp of postmodernism." (165-166) Over a decade later, the simulacra has a new tour guide. Williams revels in the potency of representation. He rarely sings about love or romance, as was his sonic fodder in Take That. Instead, his performance is fixated on becoming a better man, glancing an analytical eye over other modes of masculinity. Notions of masculine crisis and sickness have punctuated this era. Men's studies is a boom area of cultural studies, dislodging the assumed structures of popular culture [3]. William Pollack's Real Boys has created a culture of changing expectations for men. The greater question arising from his concerns is why these problems, traumas and difficulties are emerging in our present. Pollack's argument is that boys and young men invest energy and time "disguising their deepest and most vulnerable feelings." (15) This masking is difficult to discern within dance and popular music. Through lyrics and dancing, videos and choreography, masculinity is revealed as convoluted, complex and fragmented. While rock music is legitimised by dominant ideologies, marginalised groups frequently use disempowered genres - like country, dance and rap genres - to present oppositional messages. These competing representations expose seamless interpretations of competent masculinity. Particular skills are necessary to rip the metaphoric pacifier out of the masculine mouth of popular culture. Patriarchal pop revels in the paradoxes of everyday life. Frequently these are nostalgic visions, which Kimmel described as a "retreat to a bygone era." (87) It is the recognition of a shared, simpler past that provides reinforcement to heteronormativity. Williams, as a gaffer tape masculinity, pulls apart the gaps and crevices in representation. Theorists must open the interpretative space encircling popular culture, disrupting normalising criteria. Multiple nodes of assessment allow a ranking of competent masculinity. From sport to business, drinking to sex, masculinity is transformed into a wired site of ranking, judgement and determination. Popular music swims in the spectacle of maleness. From David Lee Roth's skied splits to Eminem's beanie, young men are interpellated as subjects in patriarchy. Robbie Williams is a history lesson in post war masculinity. This nostalgia is conservative in nature. The ironic pastiche within his music videos features motor racing, heavy metal and Bond films. 'Rock DJ', the 'sick text' that vexed Doctor Laura, is Williams' most elaborate video. Set in a rollerdrome with female skaters encircling a central podium, the object of fascination and fetish is a male stripper. This strip is different though, as it disrupts the power held by men in phallocentralism. After being confronted by Williams' naked body, the observing women are both bored and disappointed at the lack-lustre deployment of masculine genitalia. After this display, Williams appears embarrassed, confused and humiliated. As Buchbinder realised, "No actual penis could every really measure up to the imagined sexual potency and social or magical power of the phallus." (49) To render this banal experience of male nudity ridiculous, Williams then proceeds to remove skin and muscle. He finally becomes an object of attraction for the female DJ only in skeletal form. By 'going all the way,' the strip confirms the predictability of masculinity and the ordinariness of the male body. For literate listeners though, a higher level of connotation is revealed. The song itself is based on Barry White's melody for 'It's ecstasy (when you lay down next to me).' Such intertextuality accesses the meta-racist excesses of a licentious black male sexuality. A white boy dancer must deliver an impotent, but ironic, rendering of White's (love unlimited) orchestration of potent sexuality. Williams' iconography and soundtrack is refreshing, emerging from an era of "men who cling … tightly to their illusions." (Faludi 14) When the ideological drapery is cut away, the male body is a major disappointment. Masculinity is an anxious performance. Fascinatingly, this deconstructive video has been demeaned through its labelling as pornography [4]. Oddly, a man who is prepared to - literally - shave the skin of masculinity is rendered offensive. Men's studies, like feminism, has been defrocking masculinity for some time. Robinson for example, expressed little sympathy for "whiny men jumping on the victimisation bandwagon or playing cowboys and Indians at warrior weekends and beating drums in sweat lodges." (6) By grating men's identity back to the body, the link between surface and depth - or identity and self - is forged. 'Rock DJ' attacks the new subjectivities of the male body by not only generating self-surveillance, but humour through the removal of clothes, skin and muscle. He continues this play with the symbols of masculine performance throughout the album Sing when you're winning. Featuring soccer photographs of players, coaches and fans, closer inspection of the images reveal that Robbie Williams is actually every character, in every role. His live show also enfolds diverse performances. Singing a version of 'My Way,' with cigarette in tow, he remixes Frank Sinatra into a replaying and recutting of masculine fabric. He follows one dominating masculinity with another: the Bond-inspired 'Millennium.' Some say that we are players Some say that we are pawns But we've been making money Since the day we were born Robbie Williams is comfortably located in a long history of post-Sinatra popular music. He mocks the rock ethos by combining guitars and drums with a gleaming brass section, hailing the lounge act of Dean Martin, while also using rap and dance samples. Although carrying fifty year's of crooner baggage, the spicy scent of homosexuality has also danced around Robbie Williams' career. Much of this ideology can be traced back to the Take That years. As Gary Barlow and Jason Orange commented at the time, Jason: So the rumour is we're all gay now are we? Gary: Am I gay? I am? Why? Oh good. Just as long as we know. Howard: Does anyone think I'm gay? Jason: No, you're the only one people think is straight. Howard: Why aren't I gay? What's wrong with me? Jason: It's because you're such a fine figure of macho manhood.(Kadis 17) For those not literate in the Take That discourse, it should come as no surprise that Howard was the TT equivalent of The Beatle's Ringo Starr or Duran Duran's Andy Taylor. Every boy band requires the ugly, shy member to make the others appear taller and more attractive. The inference of this dialogue is that the other members of the group are simply too handsome to be heterosexual. This ambiguous sexuality has followed Williams into his solo career, becoming fodder for those lads too unappealing to be homosexual: Oasis. Born to be mild I seem to spend my life Just waiting for the chorus 'Cause the verse is never nearly Good enough Robbie Williams "Singing for the lonely." Robbie Williams accesses a bigger, brighter and bolder future than Britpop. While the Gallagher brothers emulate and worship the icons of 1960s British music - from the Beatles' haircuts to the Stones' psychedelia - Williams' songs, videos and persona are chattering in a broader cultural field. From Noel Cowardesque allusions to the ordinariness of pub culture, Williams is much more than a pretty-boy singer. He has become an icon of English masculinity, enclosing all the complexity that these two terms convey. Williams' solo success from 1999-2001 occurred at the time of much parochial concern that British acts were not performing well in the American charts. It is bemusing to read Billboard over this period. The obvious quality of Britney Spears is seen to dwarf the mediocrity of British performers. The calibre of Fatboy Slim, carrying a smiley backpack stuffed with reflexive dance culture, is neither admitted nor discussed. It is becoming increasing strange to monitor the excessive fame of Williams in Britain, Europe, Asia and the Pacific when compared to his patchy career in the United States. Even some American magazines are trying to grasp the disparity. The swaggering king of Britpop sold a relatively measly 600,000 copies of his U.S. debut album, The ego has landed … Maybe Americans didn't appreciate his songs about being famous. (Ask Dr. Hip 72) In the first few years of the 2000s, it has been difficult to discuss a unified Anglo-American musical formation. Divergent discursive frameworks have emerged through this British evasion. There is no longer an agreed centre to the musical model. Throughout 1990s Britain, blackness jutted out of dance floor mixes, from reggae to dub, jazz and jungle. Plied with the coldness of techno was an almost too hot hip hop. Yet both were alternate trajectories to Cool Britannia. London once more became swinging, or as Vanity Fair declared, "the nerve centre of pop's most cohesive scene since the Pacific Northwest grunge explosion of 1991." (Kamp 102) Through Britpop, the clock turned back to the 1960s, a simpler time before race became 'a problem' for the nation. An affiliation was made between a New Labour, formed by the 1997 British election, and the rebirth of a Swinging London [5]. This style-driven empire supposedly - again - made London the centre of the world. Britpop was itself a misnaming. It was a strong sense of Englishness that permeated the lyrics, iconography and accent. Englishness requires a Britishness to invoke a sense of bigness and greatness. The contradictions and excesses of Blur, Oasis and Pulp resonate in the gap between centre and periphery, imperial core and colonised other. Slicing through the arrogance and anger of the Gallaghers is a yearning for colonial simplicity, when the pink portions of the map were the stable subjects of geography lessons, rather than the volatile embodiment of postcolonial theory. Simon Gikandi argues that "the central moments of English cultural identity were driven by doubts and disputes about the perimeters of the values that defined Englishness." (x) The reason that Britpop could not 'make it big' in the United States is because it was recycling an exhausted colonial dreaming. Two old Englands were duelling for ascendancy: the Oasis-inflected Manchester working class fought Blur-inspired London art school chic. This insular understanding of difference had serious social and cultural consequences. The only possible representation of white, British youth was a tabloidisation of Oasis's behaviour through swearing, drug excess and violence. Simon Reynolds realised that by returning to the three minute pop tune that the milkman can whistle, reinvoking parochial England with no black people, Britpop has turned its back defiantly on the future. (members.aol.com/blissout/Britpop.html) Fortunately, another future had already happened. The beats per minute were pulsating with an urgent affirmation of change, hybridity and difference. Hip hop and techno mapped a careful cartography of race. While rock was colonialisation by other means, hip hop enacted a decolonial imperative. Electronic dance music provided a unique rendering of identity throughout the 1990s. It was a mode of musical communication that moved across national and linguistic boundaries, far beyond Britpop or Stateside rock music. While the Anglo American military alliance was matched and shadowed by postwar popular culture, Brit-pop signalled the end of this hegemonic formation. From this point, English pop and American rock would not sail as smoothly over the Atlantic. While 1995 was the year of Wonderwall, by 1996 the Britpop bubble corroded the faces of the Gallagher brothers. Oasis was unable to complete the American tour. Yet other cultural forces were already active. 1996 was also the year of Trainspotting, with "Born Slippy" being the soundtrack for a blissful journey under the radar. This was a cultural force that no longer required America as a reference point [6]. Robbie Williams was able to integrate the histories of Britpop and dance culture, instigating a complex dialogue between the two. Still, concern peppered music and entertainment journals that British performers were not accessing 'America.' As Sharon Swart stated Britpop acts, on the other hand, are finding it less easy to crack the U.S. market. The Spice Girls may have made some early headway, but fellow purveyors of pop, such as Robbie Williams, can't seem to get satisfaction from American fans. (35 British performers had numerous cultural forces working against them. Flat global sales, the strength of the sterling and the slow response to the new technological opportunities of DVD, all caused problems. While Britpop "cleaned house," (Boehm 89) it was uncertain which cultural formation would replace this colonising force. Because of the complex dialogues between the rock discourse and dance culture, time and space were unable to align into a unified market. American critics simply could not grasp Robbie Williams' history, motives or iconography. It's Robbie's world, we just buy tickets for it. Unless, of course you're American and you don't know jack about soccer. That's the first mistake Williams makes - if indeed one of his goals is to break big in the U.S. (and I can't believe someone so ambitious would settle for less.) … Americans, it seems, are most fascinated by British pop when it presents a mirror image of American pop. (Woods 98 There is little sense that an entirely different musical economy now circulates, where making it big in the United States is not the singular marker of credibility. Williams' demonstrates commitment to the international market, focussing on MTV Asia, MTV online, New Zealand and Australian audiences [7]. The Gallagher brothers spent much of the 1990s trying to be John Lennon. While Noel, at times, knocked at the door of rock legends through "Wonderwall," he snubbed Williams' penchant for pop glory, describing him as a "fat dancer." (Gallagher in Orecklin 101) Dancing should not be decried so summarily. It conveys subtle nodes of bodily knowledge about men, women, sex and desire. While men are validated for bodily movement through sport, women's dancing remains a performance of voyeuristic attention. Such a divide is highly repressive of men who dance, with gayness infiltrating the metaphoric masculine dancefloor [8]. Too often the binary of male and female is enmeshed into the divide of rock and dance. Actually, these categories slide elegantly over each other. The male pop singers are located in a significant semiotic space. Robbie Williams carries these contradictions and controversy. NO! Robbie didn't go on NME's cover in a 'desperate' attempt to seduce nine-year old knickerwetters … YES! He used to be teenybopper fodder. SO WHAT?! So did the Beatles the Stones, the Who, the Kinks, etc blah blah pseudohistoricalrockbollocks. NO! Making music that gurlz like is NOT a crime! (Wells 62) There remains an uncertainty in his performance of masculinity and at times, a deliberate ambivalence. He grafts subversiveness into a specific lineage of English pop music. The aim for critics of popular music is to find a way to create a rhythm of resistance, rather than melody of credible meanings. In summoning an archaeology of the archive, we begin to write a popular music history. Suzanne Moore asked why men should "be interested in a sexual politics based on the frightfully old-fashioned ideas of truth, identity and history?" (175) The reason is now obvious. Femininity is no longer alone on the simulacra. It is impossible to separate real men from the representations of masculinity that dress the corporeal form. Popular music is pivotal, not for collapsing the representation into the real, but for making the space between these states livable, and pleasurable. Like all semiotic sicknesses, the damaged, beaten and bandaged masculinity of contemporary music swaddles a healing pedagogic formation. Robbie Williams enables the writing of a critical history of post Anglo-American music [9]. Popular music captures such stories of place and identity. Significantly though, it also opens out spaces of knowing. There is an investment in rhythm that transgresses national histories of music. While Williams has produced albums, singles, video and endless newspaper copy, his most important revelations are volatile and ephemeral in their impact. He increases the popular cultural vocabulary of masculinity. [1] The fame of both Williams and Halliwell was at such a level that it was reported in the generally conservative, pages of Marketing. The piece was titled "Will Geri's fling lose its fizz?" Marketing, August 2000: 17. [2] For poll results, please refer to "Winners and Losers," Time International, Vol. 155, Issue 23, June 12, 2000, 9 [3] For a discussion of this growth in academic discourse on masculinity, please refer to Paul Smith's "Introduction," in P. Smith (ed.), Boys: Masculinity in contemporary culture. Colorado: Westview Press, 1996. [4] Steve Futterman described Rock DJ as the "least alluring porn video on MTV," in "The best and worst: honour roll," Entertainment Weekly 574-575 (December 22-December 29 2000): 146. [5] Michael Bracewell stated that "pop provides an unofficial cartography of its host culture, charting the national mood, marking the crossroads between the major social trends and the tunnels of the zeitgeist," in "Britpop's coming home, it's coming home." New Statesman .(February 21 1997): 36. [6] It is important to make my point clear. The 'America' that I am summoning here is a popular cultural formation, which possesses little connection with the territory, institution or defence initiatives of the United States. Simon Frith made this distinction clear, when he stated that "the question becomes whether 'America' can continue to be the mythical locale of popular culture as it has been through most of this century. As I've suggested, there are reasons now to suppose that 'America' itself, as a pop cultural myth, no longer bears much resemblance to the USA as a real place even in the myth." This statement was made in "Anglo-America and its discontents," Cultural Studies 5 1991: 268. [7] To observe the scale of attention paid to the Asian and Pacific markets, please refer to http://robbiewilliams.com/july13scroll.html, http://robbiewilliams.com/july19scroll.html and http://robbiewilliams.com/july24scroll.html, accessed on March 3, 2001 [8] At its most naïve, J. Michael Bailey and Michael Oberschneider asked, "Why are gay men so motivated to dance? One hypothesis is that gay men dance in order to be feminine. In other words, gay men dance because women do. An alternative hypothesis is that gay men and women share a common factor in their emotional make-up that makes dancing especially enjoyable," from "Sexual orientation in professional dance," Archives of Sexual Behaviour. 26.4 (August 1997). Such an interpretation is particularly ludicrous when considering the pre-rock and roll masculine dancing rituals in the jive, Charleston and jitterbug. Once more, the history of rock music is obscuring the history of dance both before the mid 1950s and after acid house. [9] Women, gay men and black communities through much of the twentieth century have used these popular spaces. For example, Lynne Segal, in Slow Motion. London: Virago, 1990, stated that "through dancing, athletic and erotic performance, but most powerfully through music, Black men could express something about the body and its physicality, about emotions and their cosmic reach, rarely found in white culture - least of all in white male culture,": 191 References Ansen, D., Giles, J., Kroll, J., Gates, D. and Schoemer, K. "What's a handsome lad to do?" Newsweek 133.19 (May 10, 1999): 85. "Ask Dr. Hip." U.S. News and World Report 129.16 (October 23, 2000): 72. Bailey, J. Michael., and Oberschneider, Michael. "Sexual orientation in professional dance." Archives of Sexual Behaviour. 26.4 (August 1997):expanded academic database [fulltext]. Boehm, E. "Pop will beat itself up." Variety 373.5 (December 14, 1998): 89. Bracewell, Michael. "Britpop's coming home, it's coming home." New Statesman.(February 21 1997): 36. Buchbinder, David. Performance Anxieties .Sydney: Allen and Unwin, 1998. Faludi, Susan. Stiffed. London: Chatto and Windus, 1999. Frith, Simon. "Anglo-America and its discontents." Cultural Studies. 5 1991. Futterman, Steve. "The best and worst: honour roll." Entertainment Weekly, 574-575 (December 22-December 29 2000): 146. Gikandi, Simon. Maps of Englishness. New York: Columbia University Press, 1996. Kadis, Alex. Take That: In private. London: Virgin Books, 1994. Kamp, D. "London Swings! Again!" Vanity Fair ( March 1997): 102. Kimmel, Michael. Manhood in America. New York: The Free Press, 1996. Mendell, Adrienne. How men think. New York: Fawcett, 1996. Moore, Susan. "Getting a bit of the other - the pimps of postmodernism." In Rowena Chapman and Jonathan Rutherford (ed.) Male Order .London: Lawrence and Wishart, 1988. 165-175. Orecklin, Michele. "People." Time. 155.10 (March 13, 2000): 101. Pollack, William. Real boys. Melbourne: Scribe Publications, 1999. Reynolds, Simon. members.aol.com/blissout/britpop.html. Accessed on April 15, 2001. Robinson, David. No less a man. Bowling Green: Bowling Green State University, 1994. Segal, Lynne. Slow Motion. London: Virago, 1990. Smith, Paul. "Introduction" in P. Smith (ed.), Boys: Masculinity in contemporary culture. Colorado: Westview Press, 1996. Swart, S. "U.K. Showbiz" Variety.(December 11-17, 2000): 35. Sexton, Paul and Masson, Gordon. "Tips for Brits who want U.S. success" Billboard .(September 9 2000): 1. Wells, Steven. "Angst." NME.(November 21 1998): 62. "Will Geri's fling lose its fizz?" Marketing.(August 2000): 17. Woods, S. "Robbie Williams Sing when you're winning" The Village Voice. 45.52. (January 2, 2001): 98.

Things would never be the same again. As sales went through the roof, with some breathless estimates in the region of a 200% increase overnight, marketers practically wet their pants at the phenomenal success of the chocolate bar seen by millions in ET: the Extraterrestrial. That was back in 1982. Though not the first instance of product placement ‘at the movies’, the strategic placement of Reese’s Pieces in ET is often hailed as the triumphant marketing moment heralding the onset of the era of embedded advertising in popular media. Today, much media consumption is characterised by aggressive branding strategies. We’ve all seen ostentatious product wrangling – the unnatural handling of items (especially chocolate bars and bottled drinks) to best display their logo (regardless of considerations of verisimilitude, or even common sense), and ungainly product mentions in dialogue (who can forget the early Jude Law shocker Shopping?) that have passed into the realm of satire. In television and feature filmmaking, props bearing corporate trademarks not only supplement, but often sustain production budgets. Some programs appear to be entirely contrived around such sponsors. Australian commercial television makes no secret of the increasingly non-existent line between ‘entertainment’ and ‘advertising’, though it still purports to describe ‘lifestyle’ shows as ‘reality’ television. With the introduction of technologies like TiVO which enable consumers to skip over ads, the move is from ‘interruptive’ style advertising between programs or segments, to products insinuated in the décor – and increasingly scripts – of programs themselves, with correspondent online shopping opportunities for digital consumers. An entire industry of middle-people – sometimes euphemistically self-described as ‘prop houses’ – has sprung up to service the lucrative product placement industry, orchestrating the insertion of branded products into television and films. The industry has grown to such an extent that it holds an annual backpatting event, the Product Placement Awards, “to commemorate and celebrate product placement” in movies, television shows, music etc. But ‘advertising by stealth’ is not necessarily passively accepted by media consumers – nor media makers. The shoe-horning of brands and their logos into the products of popular culture not only defines the culture industry today, but also characterises much of the resistance to it. ‘Logo-backlash’ is seen as an inevitable response to the incursion of brands into public life, an explicit rejection of the practice of securing consumer mindshare, and subvertisements and billboard liberation activities have been mainstays of culture jamming for decades now. However, criticism of product placement remains highly problematic: when the Center for the Study of Commercialism argued that movies have become “dangerously” saturated with products and suggested that full disclosure in the form of a list, in a film’s credits, of paid product appearances, many noted the counterproductivity of such an approach, arguing that it would only result in further registration – and hence promotion – of the brand. Not everyone subscribes to advertising’s ‘any news is good news’ thesis, however. Peter Conheim and Steve Seidler decided to respond to the behemoth of product placement with a ‘catalogue of sins’. Their new documentary Value Added Cinema meticulously chronicles the appearance of placed products in Hollywood cinema. Here they discuss the film, which is continuing to receive rave reviews in the US and Europe. Danni Zuvela: Can you tell me a little about yourselves? Peter: I’m a musician and filmmaker living in the San Francisco Bay Area who wears too many hats. I play in three performing and recording groups (Mono Pause, Wet Gate, Negativland) and somehow found the time to sit in front of a Mac for six weeks to edit and mix VALUE-ADDED CINEMA. Because Steve is a persuasive salesperson. Steve: I’ve been a curator for the past decade and a half, showing experimental works week after week, month after month, year after year, at the Pacific Film Archive. It was about time to make a tape of my own and Peter was crazy enough to indulge me. DZ: Why product placement? Why do you think it’s important? Where did this documentary come from? S: Steven Spielberg released Minority Report last year and it just raised my hackles. The film actually encourages the world it seems to critique by stressing the inter-relationship of his alleged art with consumerism in the present day and then extending that into a vision of the future within the film itself. In other words, he has already realized the by-product of an alarming dystopia of surveillance, monolithic policing, and capital. That by-product is his film. The rumor mill says that he was reimbursed to the tune of $25 million for the placements. So not only can he not see a constructive path out of dystopia, a path leading toward a more liberating future, he makes millions from his exhausted imagination. What could be more cynical? But Spielberg isn’t alone within the accelerating subsumption of mainstream cinema into the spectacle of pure consumption. He’s just more visible than most. But to consider product placements more directly for a moment: during the past few years, mainstream cinema has been little more than an empty exercise in consumerist viewership. The market-driven incentives that shape films, determining story-lines, exaggerating cultural norms, striving toward particular demographics, whatever, have nothing to do with art or social change and everything to do with profit, pandering, and promulgation. Movies are product placements, the product is a world view of limitless consumption. Value-Added Cinema is about the product-that-announces-itself, the one we recognize as a crystallization of the more encompassing worldview, the sole commodity, spot-lit, adored, assimilated. So why Value-Added Cinema? You’ve got to start somewhere. DZ: Can you tell me a bit about the production process – how did you go about getting the examples you use in the film? Were there any copyright hassles? P: Steve did nearly all of the legwork in that he spent weeks and weeks researching the subject, both on-line and in speaking to people about their recollections of product placement sequences in films they’d seen. He then suffered through close to a hundred films on VHS and DVD, using the fast-forward and cue controls as often as possible, to locate said sequences. We then sat down and started cutting, based at first on groupings Steve had made (a bunch of fast food references, etc.). Using these as a springboard, we quickly realized the narrative potential inherent in all these “narrative film” clips , and before long we were linking sequences and making them refer to one another, sort of allowing a “plot” to evolve. And copyright hassles? Not yet! I say... bring ‘em on! I would be more than happy to fight for the existence of this project, and one of the groups I am in, Negativland, has a rather colourful history of “fair use” battles in the music arena (the most nefarious case, where the band was sued by U2 and their big-label music lawyers over a parody we made happened before I came on board, but there’s been some skirmishes since). We have folks who would be happy to help defend this sort of work in a court of law should the occasion arise. DZ: Can you talk to me about the cultural shift that’s occurred, where the old ‘Acme’ propmaster has been replaced by ‘product peddler’? What is this symptomatic of, and what’s its significance now? S: In the past, privacy existed because there were areas of experience and information that were considered off limits to exploitation. A kind of tacit social contract assumed certain boundaries were in place to keep corporate (and State) meddling at bay and to allow an uncontaminated space for disengaging from culture. Nowadays the violation of boundaries is so egregious it’s hard to be sure that those boundaries in fact exist. Part of that violation has been the encroachment, at every conceivable level, of daily experience by all manner of corporate messages—urinal strainers with logos, coffee jackets with adverts, decals on supermarket floors, temporary tattoos on random pedestrians. Engagement with corporate predation is now foisted on us 24 hours a day. It’s the GPS generation. The corporations want to know where we “are” at all times. Again: in the past there was a certain level of decorum about the sales pitch. That decorum has vanished and in its place is the inter-penetration of all our waking moments by the foghorn of capital. If that foghorn gets loud enough, we’ll never get any sleep. DZ: How do you think product placement affects the integrity of the film? P: Well, that’s definitely a question of the moment, as far as audience reactions to our screenings have been thus far. It really depends on the work itself, doesn’t it? I think we would be highly judgmental, and perhaps quite out of line, if we dismissed out of hand the idea of using actual products in films as some sort of rule. The value of using an actual product to the narrative of a film can’t be discounted automatically because we all know that there are stories to be told in actual, marketed products. Characterizations can develop. If a flustered James Cagney had held up a bottle of Fred’s Cola instead of Pepsi in the climactic shot of One, Two, Three (Billy Wilder’s 1963 Coke-executive comedy), it wouldn’t have resonated very well. And it’s an incredibly memorable moment (and, some might say, a little dig at both cola companies). But when you get into something like i am sam, where Sean Penn’s character not only works inside a Starbucks, and is shown on the job, in uniform and reading their various actual coffee product names aloud, over and over again, but also rides a bus with a huge Nike ad on the side (and the camera tracks along on the ad instead of the bus itself), plus the fact that he got onto that bus underneath an enormous Apple billboard (not shown in our work, actually), or that his lawyer has a can of Tab sitting on an entirely austere, empty table in front of a blank wall and the camera tracks downward for no other discernable purpose than to highlight the Tab can… you can see where I’m going with this. The battle lines are drawn in my mind. PROVE to me the value of any of those product plugs on Penn’s character, or Michelle Pfeiffer’s (his lawyer). DZ: What do you make of the arguments for product placement as necessary to, even enhancing, the verisimilitude of films? Is there a case to be made for brands appearing in a production design because they’re what a character would choose? S: It’s who makes the argument for product placements that’s troublesome. Art that I value is a sort of problem solving machine. It assumes that the culture we currently find ourselves strapped with is flawed and should be altered. Within that context, the “verisimilitude” you speak of would be erected only as a means for critique--not to endorse, venerate, or fortify the status quo. Most Hollywood features are little more than moving catalogs. P: And in the case of Jurassic Park that couldn’t be more explicit – the “fake” products shown in the amusement park gift shop in the film are the actual tie-in products available in stores and in Burger King at that time! Another film I could mention for a totally different reason is The Dark Backward (1991). Apparently due to a particular obsession of the director, the film is riddled with placements, but of totally fake and hilarious products (i.e. Blump’s Squeezable Bacon). Everyone who has seen the film remembers the absurdist products… couldn’t Josie and the Pussycats have followed this format, instead of loading the film with “funny” references to literally every megacorporation imaginable, and have been memorable for it? DZ: What do you think of the retroactive insertion of products into syndicated reruns of programs and films (using digital editing techniques)? Is this a troubling precedent? P: Again, to me the line is totally crossed. There’s no longer any justification to be made because the time and space of the original television show is lost at that point, so any possibility of “commentary” on the times, or development of the character, goes right out the window. Of course I find it a troubling precedent. It’s perhaps somewhat less troubling, but still distressing, to know that billboards on the walls of sports stadiums are being digitally altered, live, during broadcast, so that the products can be subtly switched around. And perhaps most disturbingly, at least here in the states, certain networks and programs have begun cross-dissolving to advertisements from program content, and vice-versa. In other words, since the advertisers are aware that the long-established “blackout” which precedes the start of advertising breaks on TV causes people to tune out, or turn the volume off, or have their newfangled sensing devices “zap” the commercial… so they’re literally integrating the start of the ad with the final frames of the program instead of going black, literally becoming part of the program. And we have heard about more reliance of products WITHIN the programs, but this just takes us right back to TV’s past, where game show contestants sat behind enormous “Pepsodent” adverts pasted right there on the set. History will eat itself… DZ: Could you imagine a way advertisers could work product placement into films where modern products just don’t fit, like set in the past or in alternate universes (Star Wars, LOTR etc)? P: Can’t you? In fact, it’s already happening. Someone told us about the use of products in a recent set-in-the-past epic… but the name of the film is escaping me. S: And if you can’t find a way to insert a product placement in a film than maybe the film won’t get made. The problem is completely solved with films like Star Wars and Lord of the Rings—most of the characters are available in the store as action figures making them de facto placements. In Small Soldiers just about every toy-sized character was, in fact, nicely packaged by Hasbro. DZ: What is the role of the logo in product placement? S: There are the stars, and there are the many supporting roles—the logo is just one of them. We’re hoping to see this category at the next Oscars. P: And categories like “Best Song” are essentially product placement categories already… DZ: I’ve heard about the future of product placement being branding in computer games, interactive shop-at-home television – what other visions of the (branded) future can you imagine? P: The future is now. If you can’t watch a documentary on so-called public television in this country without having text boxes pop up on screen to suggest “related” web sites which “might be of interest” to the viewer, you’re already well on the way to being part of a branded environment. Computer games already have ads built-in, and shop-at-home already seems plenty interactive (and isn’t internet shopping, also?). I think if the various mega-corporations can not only convince people to wear clothing emblazoned with their logo and product name, but so successfully convince us to pay for the privilege of advertising them, then we are already living in a totally branded future. Where else can it go? It may seem a trite statement but, to my mind, wearing an entire Nike outfit is the ultimate. At least the British ad company called Cunning Stunts actually PAYS their human billboards… but those folks have to agree to have the company logo temporarily tattooed onto their foreheads for three hours as they mingle in public. I’m not joking about this. DZ: Is there any response to product placement? How can audiences manage their interactions with these texts? S: Films have been boycotted for culturally heinous content, such as racist and homophobic characters. Why not boycott films because of their commodity content? Or better yet boycott the product for colluding with the filmmakers to invade your peace of mind? What I hope Value-Added Cinema does is sensitize us to the insinuation of the products, so that we critically detect them, rather than passively allow them to pass before us. When that happens, when we’re just insensate recipients of those advertising ploys, we’re lost. DZ: Do you have anything to add to contemporary debates on culture jamming, especially the charge that culture jamming’s political power is limited by its use of logos and signs? Anne Moore has written that detourning ads ends up just re-iterating the logo - “because corporate lifeblood is profit, and profit comes from name recognition”, culture jammers are “trafficking in the same currency as the corporations” – what do you think of this? P: It’s an interesting assertion. But the best culture jams I’ve seen make total mincemeat of the product being parodied; just as you can’t simply discount the use of actual products in films in the context of a narrative, you can’t NOT try to reclaim the use of a brand-name. Maybe it’s a dangerous comparison because “reclaiming” use of the word Coke is not like reclaiming the use of the word “queer”, but there’s something to it, I think. Also, I wear t-shirts with the names of bands I like sometimes (almost always my friends’ bands, but I suppose that’s beside the point). Am I buying into the advertising concept? Yes, to a certain extent, I am. I guess to me it’s about just what you choose to advertise. Or what you choose to parody. DZ: Do you have any other points you’d like to make about product placement, advertising by stealth, branding, mindshare or logos? P: I think what Steve said, that above all we hope with our video to help make people aware of how much they are advertised to, beyond accepting it as a mere annoyance, sums it up. So far, we’ve had some comments at screenings which indicate a willingness of people to want to combat this in their lives, to want to “do something” about the onslaught of product placement surrounding them, in films and elsewhere. Works Cited ET: The Extraterrestrial. Dir. Steven Spielberg. Prod. Kathleen Kennedy & Steven Spielberg, M. Universal Pictures 1982. Shopping. Dir. Paul Anderson. Prod. Jeremy Bolt , M. Concorde Pictures,1993. http://www.cspinet.org/ http://www.productplacementawards.com/ Links http://www.cspinet.org/ http://www.productplacementawards.com/ Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Zuvela, Danni. "An Interview with the Makers of Value-Added Cinema" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/03-valueadded.php>. APA Style Zuvela, D. (2003, Jun 19). An Interview with the Makers of Value-Added Cinema. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/03-valueadded.php>

The depiction of alcohol is the focus of a growing number of content analyses in the field of social media research. Typically, the occurrence and nature of alcohol representations are coded to measure the prevalence, normalization, or even glorification of alcohol and its consumption on different social media platforms (Moreno et al., 2016; Westgate & Holliday, 2016) and smartphone apps (Ghassemlou et al., 2020). But social media platforms and smartphone apps also play a role in the prevention of alcohol abuse when they disseminate messages about alcohol risks and foster harm reduction, abstinence, and sobriety (Davey, 2021; Döring & Holz, 2021; Tamersoy et al., 2015; Westgate & Holliday, 2016). Field of application/theoretical foundation: Social Cognitive Theory (SCT; Bandura 1986, 2009) as the dominant media effects theory in communication science, is applicable and widely applied to social media representations of alcohol: According to SCT, positive media portayals of alcohol and attractive role models consuming alcohol can influence the audience’s relation to alcohol. That’s why positive alcohol portayals in the media are considered a public health threat as they can foster increased and risky alcohol consumption among media users in general and young people in particular. The negative health impact predicted by SCT depends on different aspects of alcohol portrayals on social media that have been traditionally coded in manual content analyses (Beullens & Schepers, 2013; Mayrhofer & Naderer, 2019; Moreno et al., 2010) and most recently by studies relying on computational methods for content analysis (e.g. Ricard & Hassanpour, 2021). Core aspects of alcohol representations on social media are: a) the type of communicator / creator of alcohol-related social media content, b) the overall valence of the alcohol portrayal, c) the people consuming alcohol, d) the alcohol consumption behaviors, e) the social contexts of alcohol consumption, f) the types and brands of consumed alcohol, g) the consequences of alcohol consumption, and h) alcohol-related consumer protection messages in alcohol marketing (Moreno et al., 2016; Westgate & Holliday, 2016). For example, a normalizing portrayal shows alcohol consumption as a regular and normal behavior of diverse people in different contexts, while a glorifying portrayal shows alcohol consumption as a behavior that is strongly related to positive effects such as having fun, enjoying social community, feeling sexy, happy, and carefree (Griffiths & Casswell, 2011). While criticism of glorifying alcohol portrayals in entertainment media (e.g., music videos; Cranwell et al., 2015), television (e.g., Barker et al., 2021), and advertising (e.g., Curtis et al., 2018; Stautz et al., 2016) has a long tradition, the concern about alcohol representations on social media is relatively new and entails the phenomenon of alcohol brands and social media influencers marketing alcohol (Critchlow & Moodie, 2022; Turnwald et al., 2022) as well as ordinary social media users providing alcohol-related self-presentations (e.g., showing themselves partying and drinking; Boyle et al., 2016). Such alcohol-related self-presentations might elicit even stronger identification and imitation effects among social media audiences compared to regular advertising (Griffiths & Casswell, 2011). Because of its psychological and health impact, alcohol-related social media content – and alcohol marketing in particular – is also an issue of legal regulation. The World Health Organization states that “Europe is the heaviest-drinking region in the world” and strongly advocates for bans or at least stricter regulations of alcohol marketing both offline and online (WHO, 2020, p. 1). At the same time, the WHO points to the problem of clearly differentiating between alcohol marketing and other types of alcohol representations on social media. Apart from normalizing and glorifying alcohol portayals, there are also anti-alcohol posts and comments on social media. They usually point to the health risks of alcohol consumption and the dangers of alcohol addiction and, hence, try to foster harm reduction, abstincence and sobriety. While such negative alcohol portayals populate different social media platforms, an in-depth investigation of the spread, scope and content of anti-alcohol messages on social media is largely missing (Davey, 2021; Döring & Holz, 2021; Tamersoy et al., 2015). References/combination with other methods of data collection: Manual and computational content analyses of alcohol representations on social media platforms can be complemented by qualitative interview and quantitative survey data addressing alcohol-related beliefs and behaviors collected from social media users who a) create and publish alcohol-related social media content and/or b) are exposed to or actively search for and follow alcohol-related social media content (e.g., Ricard & Hassanpour, 2021; Strowger & Braitman, 2022). Furthermore, experimental studies are helpful to directly measure how different alcohol-related social media posts and comments are perceived and evaluated by recipients and if and how they can affect their alcohol-related thoughts, feelings, and behaviors (Noel, 2021). Such social media experiments can build on respective mass media experiments (e.g., Mayrhofer & Naderer, 2019). Insights from content analyses help to select or create appropriate stimuli for such experiments. Last but not least, to evaluate the effectiveness of alcohol marketing regulations, social media content analyses conducted within a longitudinal or trend study design (including measurements before and after new regulations came into effect) should be preferred over cross-sectional studies (e.g., Chapoton et al., 2020). Example Studies for Manual Content Analyses: Coding Material Measure Operationalization (excerpt) Reliability Source a) Creators of alcohol-related social media content Extensive explorations on Facebook, Instagram and TikTok Creators of alcohol-related social media content on Facebook, Instagram and TikTok Polytomous variable “Type of content creator” (1: alcohol industry; 2: media organization/media professional; 3: health organization/health professional; 4: social media influencer; 5: ordinary social media user; 6: other) Not available Döring & Tröger (2018) Döring & Holz (2021) b) Valence of alcohol-related social media content N = 3 015 Facebook comments N = 100 TikTok videos Valence of alcohol-related social media content (posts or comments) Binary variable “Valence of alcohol-related social media content” (1: positive/pro-alcohol sentiment; 2: negative/anti-alcohol sentiment) Cohen’s Kappa average of .72 for all alcohol-related variables in codebook* Döring & Holz (2021) *Russell et al. (2021) c) People consuming alcohol N = 160 Facebook profiles (profile pictures, personal photos, and text) Portrayal of people consuming alcohol on Facebook profiles Binary variable “Number of persons on picture” (1: alone; 2: with others) Cohen’s Kappa > .90 Beullens & Schepers (2013) d) Alcohol consumption behaviors N = 160 Facebook profiles (profile pictures, personal photos, and text) Type of depicted alcohol use/consumption Polytomous variable “Type of depicted alcohol use/consumption” (1: explicit use such as depiction of person drinking alcohol; 2: implicit use such as depiction of alcohol bottle on table; 3: alcohol logo only) Cohen’s Kappa = .89 Beullens & Schepers (2013) N = 100 TikTok videos Multiple alcoholic drinks consumed per person Binary variable “Multiple alcoholic drinks consumed per person” as opposed to having only one drink or no drink per person (1: present; 2: not present) Cohen’s Kappa average of .72 for all alcohol-related variables in codebook Russell et al. (2021) N = 100 TikTok videos Alcohol intoxication Binary variable “Alcohol intoxication” (1: present; 2: not present) Cohen’s Kappa average of .72 for all alcohol-related variables in codebook Russell et al. (2021) N = 4 800 alcohol-related Tweets Alcohol mentioned in combination with other substance use Binary variable “Alcohol mentioned in combination with tobacco, marijuana, or other drugs” (1: yes; 2: no) Cohen’s Kappa median of .73 for all pro-drinking variables in codebook Cavazos-Rehg et al. (2015) e) Social contexts of alcohol consumption N = 192 Facebook and Instagram profiles (profile pictures, personal photos, and text) Portrayal of social evaluative contexts of alcohol consumption on Facebook and Instagram profiles Polytomous variable “Social evaluative context” (1: negative context such as someone looking disapprovingly at a drunk person; 2: neutral context such as no explicit judgment or emotion is shown; 3: positive context such as people laughing and toasting with alcoholic drinks) Cohen’s Kappa ranging from .68 to .91 for all variables in codebook Hendriks et al. (2018), based on previous work by Beullens & Schepers (2013) N = 51 episodes with a total of N = 1 895 scenes of the American adolescent drama series “The OC” Portrayal of situational contexts of alcohol consumption in scenes of a TV series Polytomous variable “Setting of alcohol consumption” (1: at home; 2: at adult / youth party; 3: in a bar; 4: at work; 5: at other public place) Polytomous variable “Reason of alcohol consumption” (1: celebrating/partying; 2: habit; 3: stress relief; 4: social facilitation) Cohen’s Kappa for setting of alcohol consumption .90 Cohen’s Kappa for reason of alcohol consumption .71 Van den Bulck et al. (2008) f) Types and brands of consumed alcohol N = 17 800 posts of Instagram influencers and related comments Portrayal of different alcohol types and alcohol brands in Instagram posts Polytomous variable “Alcohol type” (1: wine; 2: beer; 3: cocktails; 4: spirits; 5: non-alcoholic drinks/0% alcohol) Binary variable “Alcohol brand visibility” (1: present if full brand name, recognizable logo, or brand name in header or tag are visible; 2: non-present) String variable “Alcohol brand name” (open text coding) Krippendorff’s Alpha ranging from .69 to 1.00 for all variables in codebook Hendriks et al. (2019) g) Consequences of alcohol consumption N = 400 randomly selected public MySpace profiles Portayal of consequences of alcohol consumption on MySpace profiles Five individually coded binary variables for different consequences associated with alcohol use (1: present; 2: not present): a) “Positive emotional consequence highlighting positive mood, feeling or emotion associated with alcohol use” b) “Negative emotional consequence highlighting negative mood, feeling or emotion associated with alcohol use” c) “Positive social consequences highlighting perceived social gain associated with alcohol use” d) “Negative social consequences highlighting perceived poor social outcomes associated with alcohol use” e) “Negative physical consequences describing adverse physical consequences or outcomes associated with alcohol use” Cohen’s Kappa ranging from 0.76 to 0.82 for alcohol references and alcohol use Moreno et al. (2010) h) Alcohol-related consumer protection messages in alcohol marketing N = 554 Tweets collected from 13 Twitter accounts of alcohol companies in Ireland Alcohol-related consumer protection messages in alcohol marketing (covers both mandatory and voluntary messages depending on national legislation) Four individually coded binary variables for different alcohol-related consumer protection messages in alcohol marketing (1: present; 2: not present): a) “Warning about the risks/danger of alcohol consumption” b) “Warning about the risks/danger of alcohol consumption when pregnant” c) “Warning about the link between alcohol consumption and fatal cancers” d) “Link/reference to website with public health information about alcohol” Not available Critchlow & Moodie (2022) The presented measures were developed for specific social media platforms, but are so generic that they can be used across different social media platforms and even across mass media channels such as TV, cinema, and advertisement. The presented measures cover different aspects of media portrayals of alcohol and can be used individually or in combination. Depending on the research aim, more detailed measures can be developed and added: for example, regarding the media portrayal of people consuming alcohol, additional measures can code people’s age, gender, ethnicity and further characteristics relevant to the respective research question. In the course of a growing body of content analyses addressing alcohol-related prevention messages on social media, respective measures can be added as well. References Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Prentice-Hall. Bandura, A. (2009). Social cognitive theory of mass communication. In J. Bryant & M. B. Oliver (Eds.), Communication series. Media effects: Advances in theory and research (3rd ed., pp. 94–124). Routledge. Barker, A. B., Britton, J., Thomson, E., & Murray, R. L. (2021). 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This paper argues that artist Dope Saint Jude is transforming South African hip-hop by queering a genre that has predominantly been male and heteronormative. Specifically, I analyse the opening skit of her music video “Keep in Touch” in order to unpack the ways which she revives Gayle, a gay language that adopted double-coded forms of speech during the apartheid era—a context in which homosexuals were criminalised. The use of Gayle and spaces close to the city centre of Cape Town (such as Salt River and Woodstock) speaks to the city as it was before it was transformed by the decline of industries due to the country’s adoption of neoliberal economics and, more recently, by the gentrification of these spaces. Dope Saint Jude therefore reclaims these city spaces through her use of gay modes of speech that have a long history in Cape Town and by positioning her work as hip-hop, which has been popular in the city for well over two decades. Her inclusion of transgender MC and DJ Angel Ho pushes the boundaries of hegemonic and binary conceptions of gender identity even further. In essence, Dope Saint Jude is transforming local hip-hop in a context that is shaped significantly by US cultural imperialism. The artist is also transforming our perspective of spaces that have been altered by neoliberal economics.Setting the SceneDope Saint Jude (DSJ) is a queer MC from Elsies River, a working class township located on Cape Town's Cape Flats in South Africa. Elsies River was defined as a “coloured” neighbourhood under the apartheid state's Group Areas Act, which segregated South Africans racially. With the aid of the Population Registration Act, citizens were classified, not merely along the lines of white, Asian, or black—black subjects were also divided into further categories. The apartheid state also distinguished between black and “coloured” subjects. Michael MacDonald contends that segregation “ordained blacks to be inferior to whites; apartheid cast them to be indelibly different” (11). Apartheid declared “African claims in South Africa to be inferior to white claims” and effectively claimed that black subjects “belonged elsewhere, in societies of their own, because their race was different” (ibid). The term “coloured” defined people as “mixed race” to separate communities that might otherwise have identified as black in the broad and inclusive sense (Erasmus 16). Racial categorisation was used to create a racial hierarchy with white subjects at the top of that hierarchy and those classified as black receiving the least resources and benefits. This frustrated attempts to establish broad alliances of black struggles against apartheid. It is in this sense that race is socially and politically constructed and continues to have currency, despite the fact that biologically essentialist understandings of race have been discredited (Yudell 13–14). Thanks to apartheid town planning and resource allocation, many townships on the Cape Flats were poverty-stricken and plagued by gang violence (Salo 363). This continues to be the case because post-apartheid South Africa's embrace of neoliberal economics failed to address racialised class inequalities significantly (Haupt, Static 6–8). This is the '90s context in which socially conscious hip-hop crews, such as Prophets of da City or Black Noise, came together. They drew inspiration from Black Consciousness philosophy via their exposure to US hip-hop crews such as Public Enemy in order to challenge apartheid policies, including their racial interpellation as “coloured” as distinct from the more inclusive category, black (Haupt, “Black Thing” 178). Prophets of da City—whose co-founding member, Shaheen Ariefdien, also lived in Elsies River—was the first South African hip-hop outfit to record an album. Whilst much of their work was performed in English, they quickly transformed the genre by rapping in non-standard varieties of Afrikaans and by including MCs who rap in African languages (ibid). They therefore succeeded in addressing key issues related to race, language, and class disparities in relation to South Africa's transition to democracy (Haupt, “Black Thing”; Haupt, Stealing Empire). However, as is the case with mainstream US hip-hop, specifically gangsta rap (Clay 149), South African hip-hop has been largely dominated by heterosexual men. This includes the more commercial hip-hop scene, which is largely perceived to be located in Johannesburg, where male MCs like AKA and Cassper Nyovest became celebrities. However, certain female MCs have claimed the genre, notably EJ von Lyrik and Burni Aman who are formerly of Godessa, the first female hip-hop crew to record and perform locally and internationally (Haupt, Stealing Empire 166; Haupt, “Can a Woman in Hip-Hop”). DSJ therefore presents the exception to a largely heteronormative and male-dominated South African music industry and hip-hop scene as she transforms it with her queer politics. While queer hip-hop is not new in the US (Pabón and Smalls), this is new territory for South Africa. Writing about the US MC Jean Grae in the context of a “male-dominated music industry and genre,” Shanté Paradigm Smalls contends,Heteronormativity blocks the materiality of the experiences of Black people. Yet, many Black people strive for a heteronormative effect if not “reality”. In hip hop, there is a particular emphasis on maintaining the rigidity of categories, even if those categories fail [sic]. (87) DSJ challenges these rigid categories. Keep in TouchDSJ's most visible entry onto the media landscape to date has been her appearance in an H&M recycling campaign with British Sri Lankan artist MIA (H&M), some fashion shoots, her new EP—Reimagine (Dope Saint Jude)—and recent Finnish, US and French tours as well as her YouTube channel, which features her music videos. As the characters’ theatrical costumes suggest, “Keep in Touch” is possibly the most camp and playful music video she has produced. It commences somewhat comically with Dope Saint Jude walking down Salt River main road to a public telephone, where she and a young woman in pig tails exchange dirty looks. Salt River is located at the foot of Devil's Peak not far from Cape Town's CBD. Many factories were located there, but the area is also surrounded by low-income housing, which was designated a “coloured” area under apartheid. After apartheid, neighbourhoods such as Salt River, Woodstock, and the Bo-Kaap became increasingly gentrified and, instead of becoming more inclusive, many parts of Cape Town continued to be influenced by policies that enable racialised inequalities. Dope Saint Jude calls Angel Ho: DSJ: Awêh, Angie! Yoh, you must check this kak sturvy girl here by the pay phone. [Turns to the girl, who walks away as she bursts a chewing gum bubble.] Ja, you better keep in touch. Anyway, listen here, what are you wys?Angel Ho: Ah, just at the salon getting my hair did. What's good? DSJ: Wanna catch on kak today?Angel Ho: Yes, honey. But, first, let me Gayle you this. By the jol by the art gallery, this Wendy, nuh. This Wendy tapped me on the shoulder and wys me, “This is a place of decorum.”DSJ: What did she wys?Angel Ho: De-corum. She basically told me this is not your house. DSJ: I know you told that girl to keep in touch!Angel Ho: Yes, Mama! I'm Paula, I told that bitch, “Keep in touch!” [Points index finger in the air.](Saint Jude, Dope, “Keep in Touch”)Angel Ho's name is a play on the male name Angelo and refers to the trope of the ho (whore) in gangsta rap lyrics and in music videos that present objectified women as secondary to male, heterosexual narratives (Sharpley-Whiting 23; Collins 27). The queering of Angelo, along with Angel Ho’s non-binary styling in terms of hair, make-up, and attire, appropriates a heterosexist, sexualised stereotype of women in order to create room for a gender identity that operates beyond heteronormative male-female binaries. Angel Ho’s location in a hair salon also speaks to stereotypical associations of salons with women and gay subjects. In a discussion of gender stereotypes about hair salons, Kristen Barber argues that beauty work has traditionally been “associated with women and with gay men” and that “the body beautiful has been tightly linked to the concept of femininity” (455–56). During the telephonic exchange, Angel Ho and Dope Saint Jude code-switch between standard and non-standard varieties of English and Afrikaans, as the opening appellation, “Awêh,” suggests. In this context, the term is a friendly greeting, which intimates solidarity. “Sturvy” means pretentious, whilst “kak” means shit, but here it is used to qualify “sturvy” and means that the girl at the pay phone is very pretentious or “full of airs.” To be “wys” means to be wise, but it can also mean that you are showing someone something or educating them. The meanings of these terms shift, depending on the context. The language practices in this skit are in line with the work of earlier hip-hop crews, such as Prophets of da City and Brasse vannie Kaap, to validate black, multilingual forms of speech and expression that challenge the linguistic imperialism of standard English and Afrikaans in South Africa, which has eleven official languages (Haupt, “Black Thing”; Haupt, Stealing Empire; Williams). Henry Louis Gates’s research on African American speech varieties and literary practices emerging from the repressive context of slavery is essential to understanding hip-hop’s language politics. Hip-hop artists' multilingual wordplay creates parallel discursive universes that operate both on the syntagmatic axis of meaning-making and the paradigmatic axis (Gates 49; Haupt, “Stealing Empire” 76–77). Historically, these discursive universes were those of the slave masters and the slaves, respectively. While white hegemonic meanings are produced on the syntagmatic axis (which is ordered and linear), black modes of speech as seen in hip-hop word play operate on the paradigmatic axis, which is connotative and non-linear (ibid). Distinguishing between Signifyin(g) / Signification (upper case, meaning black expression) and signification (lower case, meaning white dominant expression), he argues that “the signifier ‘Signification’ has remained identical in spelling to its white counterpart to demonstrate [. . .] that a simultaneous, but negated, parallel discursive (ontological, political) universe exists within the larger white discursive universe” (Gates 49). The meanings of terms and expressions can change, depending on the context and manner in which they are used. It is therefore the shared experiences of speech communities (such as slavery or racist/sexist oppression) that determine the negotiated meanings of certain forms of expression. Gayle as a Parallel Discursive UniverseDSJ and Angel Ho's performance of Gayle takes these linguistic practices further. Viewers are offered points of entry into Gayle via the music video’s subtitles. We learn that Wendy is code for a white person and that to keep in touch means exactly the opposite. Saint Jude explains that Gayle is a very fun queer language that was used to kind of mask what people were saying [. . .] It hides meanings and it makes use of women's names [. . . .] But the thing about Gayle is it's constantly changing [. . .] So everywhere you go, you kind of have to pick it up according to the context that you're in. (Ovens, Saint Jude and Haupt)According to Kathryn Luyt, “Gayle originated as Moffietaal [gay language] in the coloured gay drag culture of the Western Cape as a form of slang amongst Afrikaans-speakers which over time, grew into a stylect used by gay English and Afrikaans-speakers across South Africa” (Luyt 8; Cage 4). Given that the apartheid state criminalised homosexuals, Gayle was coded to evade detection and to seek out other members of this speech community (Luyt 8). Luyt qualifies the term “language” by arguing, “The term ‘language’ here, is used not as a constructed language with its own grammar, syntax, morphology and phonology, but in the same way as linguists would discuss women’s language, as a way of speaking, a kind of sociolect” (Luyt 8; Cage 1). However, the double-coded nature of Gayle allows one to think of it as creating a parallel discursive universe as Gates describes it (49). Whereas African American and Cape Flats discursive practices function parallel to white, hegemonic discourses, gay modes of speech run parallel to heteronormative communication. Exclusion and MicroaggressionsThe skit brings both discursive practices into play by creating room for one to consider that DSJ queers a male-dominated genre that is shaped by US cultural imperialism (Haupt, Stealing Empire 166) as a way of speaking back to intersectional forms of marginalisation (Crenshaw 1244), which are created by “white supremacist capitalist patriarchy” (hooks 116). This is significant in South Africa where “curative rape” of lesbians and other forms of homophobic violence are prominent (cf. Gqola; Hames; Msibi). Angel Ho's anecdote conveys a sense of the extent to which black individuals are subject to scrutiny. Ho's interpretation of the claim that the gallery “is a place of decorum” is correct: it is not Ho's house. Black queer subjects are not meant to feel at home or feel a sense of ownership. This functions as a racial microaggression: “subtle insults (verbal, nonverbal, and/or visual) directed toward people of color, often automatically or unconsciously” (Solorzano, Ceja, and Yosso 60). This speaks to DSJ's use of Salt River, Woodstock, and Bo-Kaap for the music video, which features black queer bodies in performance—all of these spaces are being gentrified, effectively pushing working class people of colour out of the city (cf. Didier, Morange, and Peyroux; Lemanski). Gustav Visser explains that gentrification has come to mean a unit-by-unit acquisition of housing which replaces low-income residents with high-income residents, and which occurs independent of the structural condition, architecture, tenure or original cost level of the housing (although it is usually renovated for or by the new occupiers). (81–82) In South Africa this inequity plays out along racial lines because its neoliberal economic policies created a small black elite without improving the lives of the black working class. Instead, the “new African bourgeoisie, because it shares racial identities with the bulk of the poor and class interests with white economic elites, is in position to mediate the reinforcing cleavages between rich whites and poor blacks without having to make more radical changes” (MacDonald 158). In a news article about a working class Salt River family of colour’s battle against an eviction, Christine Hogg explains, “Gentrification often means the poor are displaced as the rich move in or buildings are upgraded by new businesses. In Woodstock and Salt River both are happening at a pace.” Angel Ho’s anecdote, as told from a Woodstock hair salon, conveys a sense of what Woodstock’s transformation from a coloured, working class Group Area to an upmarket, trendy, and arty space would mean for people of colour, including black, queer subjects. One could argue that this reading of the video is undermined by DSJ’s work with global brand H&M. Was she was snared by neoliberal economics? Perhaps, but one response is that the seeds of any subculture’s commercial co-option lie in the fact it speaks through commodities (for example clothing, make-up, CDs, vinyl, or iTunes / mp3 downloads (Hebdige 95; Haupt, Stealing Empire 144–45). Subcultures have a window period in which to challenge hegemonic ideologies before they are delegitimated or commercially co-opted. Hardt and Negri contend that the means that extend the reach of corporate globalisation could be used to challenge it from within it (44–46; Haupt, Stealing Empire 26). DSJ utilises her H&M work, social media, the hip-hop genre, and international networks to exploit that window period to help mainstream black queer identity politics.ConclusionDSJ speaks back to processes of exclusion from the city, which was transformed by apartheid and, more recently, gentrification, by claiming it as a creative and playful space for queer subjects of colour. She uses Gayle to lay claim to the city as it has a long history in Cape Town. In fact, she says that she is not reviving Gayle, but is simply “putting it on a bigger platform” (Ovens, Saint Jude, and Haupt). The use of subtitles in the video suggests that she wants to mainstream queer identity politics. Saint Jude also transforms hip-hop heteronormativity by queering the genre and by locating her work within the history of Cape hip-hop’s multilingual wordplay. ReferencesBarber, Kristin. “The Well-Coiffed Man: Class, Race, and Heterosexual Masculinity in the Hair Salon.” Gender and Society 22.4 (2008): 455–76.Cage, Ken. “An Investigation into the Form and Function of Language Used by Gay Men in South Africa.” Rand Afrikaans University: MA thesis, 1999.Clay, Andreana. “‘I Used to Be Scared of the Dick’: Queer Women of Color and Hip-Hop Masculinity.” Home Girls Make Some Noise: Hip Hop Feminism Anthology. Ed. Gwendolyn D. Pough, Elain Richardson, Aisha Durham, and Rachel Raimist. California: Sojourns, 2007.Collins, Patricia Hill. Black Sexual Politics: African Americans, Gender, and the New Racism. New York: Routledge, 2005. Crenshaw, Kimberle. “Mapping the Margins: Intersectionality, Identity Politics, and Violence against Women of Color”. Stanford Law Review 43.6 (1991): 1241–299.Didier, Sophie, Marianne Morange, and Elisabeth Peyroux. “The Adaptative Nature of Neoliberalism at the Local Scale: Fifteen Years of City Improvement Districts in Cape Town and Johannesburg.” Antipode 45.1 (2012): 121–39.Erasmus, Zimitri. “Introduction.” Coloured by History, Shaped by Place. Ed. Zimitri Erasmus. Cape Town: Kwela Books & SA History Online, 2001. Gates, Henry Louis. The Signifying Monkey: A Theory of Afro-American Literary Criticism. Oxford: Oxford UP, 1988.Gqola, Pumla Dineo. Rape: A South African Nightmare. Johannesburg: Jacana, 2015.Hames, Mary. “Violence against Black Lesbians: Minding Our Language.” Agenda 25.4 (2011): 87–91.Hardt, Michael, and Antonio Negri. Empire. London: Harvard UP, 2000.Haupt, Adam. “Can a Woman in Hip Hop Speak on Her Own Terms?” Africa Is a Country. 23 Mar. 2015. <http://africasacountry.com/2015/03/the-double-consciousness-of-burni-aman-can-a-woman-in-hip-hop-speak-on-her-own-terms/>.Haupt, Adam. Static: Race & Representation in Post-Apartheid Music, Media & Film. Cape Town: HSRC Press, 2012. Haupt, Adam. Stealing Empire: P2P, Intellectual Property and Hip-Hop Subversion. Cape Town: HSRC Press, 2008. Haupt, Adam. “Black Thing: Hip-Hop Nationalism, ‘Race’ and Gender in Prophets of da City and Brasse vannie Kaap.” Coloured by History, Shaped by Place. Ed. Zimitri Erasmus. Cape Town: Kwela Books & SA History Online, 2001. Hebdige, Dick. Subculture: The Meaning of Style. London: Routledge, 1979.Hogg, Christine. “In Salt River Gentrification Often Means Eviction: Family Set to Lose Their Home of 11 Years.” Ground Up. 15 June 2016. <http://www.groundup.org.za/article/salt-river-gentrification-often-means-eviction/>.hooks, bell. Outlaw: Culture: Resisting Representations. New York: Routledge, 1994.Lemanski, Charlotte. “Hybrid Gentrification in South Africa: Theorising across Southern and Northern Cities.” Urban Studies 51.14 (2014): 2943–60.Luyt, Kathryn. “Gay Language in Cape Town: A Study of Gayle – Attitudes, History and Usage.” University of Cape Town: MA thesis, 2014.MacDonald, Michael. Why Race Matters in South Africa. University of Kwazulu-Natal Press: Scottsville, 2006.Msibi, Thabo. “Not Crossing the Line: Masculinities and Homophobic Violence in South Africa”. Agenda. 23.80 (2009): 50–54.Pabón, Jessica N., and Shanté Paradigm Smalls. “Critical Intimacies: Hip Hop as Queer Feminist Pedagogy.” Women & Performance: A Journal of Feminist Theory (2014): 1–7.Salo, Elaine. “Negotiating Gender and Personhood in the New South Africa: Adolescent Women and Gangsters in Manenberg Township on the Cape Flats.” Journal of European Cultural Studies 6.3 (2003): 345–65.Solórzano, Daniel, Miguel Ceja, and Tara Yosso. “Critical Race Theory, Racial Microaggressions, and Campus Racial Climate: The Experiences of African American College Students.” Journal of Negro Education 69.1/2 (2000): 60–73.Sharpley-Whiting, T. Denean. Pimps Up, Ho’s Down: Hip Hop’s Hold on Young Black Women. New York: New York UP, 2007.Smalls, Shanté Paradigm. “‘The Rain Comes Down’: Jean Grae and Hip Hop Heteronormativity.” American Behavioral Scientist 55.1 (2011): 86–95.Visser, Gustav. “Gentrification: Prospects for Urban South African Society?” Acta Academica Supplementum 1 (2003): 79–104.Williams, Quentin E. “Youth Multilingualism in South Africa’s Hip-Hop Culture: a Metapragmatic Analysis.” Sociolinguistic Studies 10.1 (2016): 109–33.Yudell, Michael. “A Short History of the Race Concept.” Race and the Genetic Revolution: Science, Myth, and Culture. Ed. Sheldon Krimsky and Kathleen Sloan. New York: Columbia UP, 2011.InterviewsOvens, Neil, Dope Saint Jude, and Adam Haupt. One FM Radio interview. Cape Town. 21 Apr. 2016.VideosSaint Jude, Dope. “Keep in Touch.” YouTube. 23 Feb. 2015. <https://www.youtube.com/watch?v=w2ux9R839lE>. H&M. “H&M World Recycle Week Featuring M.I.A.” YouTube. 11 Apr. 2016. <https://www.youtube.com/watch?v=f7MskKkn2Jg>. MusicSaint Jude, Dope. Reimagine. 15 June 2016. <https://dopesaintjude.bandcamp.com/album/reimagine>.

Introduction The construction of meaning is specifically denoted by texts that are created and published by the mass media. To highlight how that meaning is constructed, we might take a communication research approach which then enables us to understand how mass media texts impact society. To undertake such an approach it is useful to reflect on two methods outlined by Adoni and Mane who suggest there are two communication research methodologies. “The first focuses on the social construction of reality as an important aspect of the relationship between culture and society. The second approach concentrates on the social construction of reality as one type of media effect.” (Adoni and Mane 323). Relying on Adoni and Mane’s second communication research approach and combining this with the practice of remix, we can begin to understand how practitioners construct a reality from the mass audience perspective and not the mass media’s construction. This aligns with the approach taken by the ABC Pool remix practitioners in that they are informed by the mass media’s construction of meaning, yet oppose their understanding of the text as the basis for their altered construction of meaning. The oppositional reading of the media text also aligns with Hall’s encoding/decoding theory, specifically the oppositional reading where audiences resist the dominant or preferred reading of the text (Long & Wall). If we align Deuze’s (Media Work) thinking to mass media that suggests we live in media as opposed to with media, the effects of the construction of reality have a major impact on how we construct our own lives. Until recently, that media and consequent meaning has been constructed by the mass media and broadcast into our living rooms, headphones, billboards and other public spaces where media resides. The emergence of Web 2.0 technologies and the affordances these information and communication technologies provide for the audience to talk back in new and innovative ways has challenged that traditional model of meaning construction. Now, instead of the mass media designing and disseminating meaning through our media consumption channels, the audience also has an opportunity to participate in this consumption and production process (Bruns; Jenkins; Shirky). “Remix means to take cultural artifacts and combine and manipulate them into new kinds of creative blends,” according to (Knobel & Lankshear 22) where Lessig argues that digital remix is writing on a mass cultural practice scale (Remix). Remix within this paper is considered a practice that takes the affordances of the technology and couples that with the creative ability of the artists to create socially constructed meanings through new and inventive methods. In considering socially constructed meaning, it is useful to reflect on media dependency theory, which suggests the amount of subjective reality depends on direct experience with various phenomena and the exposure to the media in relation to those phenomena (Ball-Rokeach and DeFleur). “According to the media dependency hypothesis, the degree of media contribution to the individual's construction of subjective reality is a function of one's direct experience with various phenomena and consequent dependence on the media for information about these phenomena” (Adoni and Mane 324). Remix requires a parent piece of media (the original meaning) to create a remixed child (the re-constructed meaning). There is a clear dependency relationship between the parent and child pieces of media in this arrangement, which realistically shapes how the child will be created. If this material is published in a non-institutional environment, the artist is more or less free to demonstrate what ever meaning they wish to express. However when this practice emerges from within an institutional environment, this raises concerns of the media production, namely is the media institution challenging the original meaning they placed on certain texts and are they endorsing the new socially constructed meaning provided by remix artists? Constructing new forms of meaning and challenging the preferred meaning of institutionally generated texts intrinsically connects remix to the act of online activism. Activism can be defined as “people and organisations that work to promote social or political changes” for the benefit of society (Jones 1). Scholars have noted the significance of online technologies to aid in the mobilisation of mass groups of individuals in protest. In light of the recent Arab Spring uprisings, González-Bailón et al. note “the number of events connecting social media with social unrest has multiplied, not only in the context of authoritarian regimes exemplified by the recent wave of upsurges across the Arab world but also in western liberal democracies, particularly in the aftermath of the financial crisis and changes to welfare policies” (para 1). Although the majority of work that is remixed on ABC Pool is not related to an authoritarian regime, it is representative of the frustrations many citizens have towards the inequality of distribution of wealth and power to a few privileged individuals. Remix as an online activism activity also explicitly demonstrates Hall’s oppositional reading of encoded texts. This paper will use media dependency theory as a lens to investigate how remix occurs outside of the institution to challenge the meanings created by authorities within the institutional setting, while challenging the mass media approach towards social discourse construction. To do this, the paper will focus on the case study of one remix artist, Main$treaM, who was an active participant within the institutional online community, ABC Pool. ABC Pool was a user created content space that ceased to operate during May 2013 from within the Australian Broadcasting Corporation (ABC). The Pool project enabled users to publish their audio, video, photography and writing on a platform that was developed and resourced by the ABC. ABC Pool was open to everyone and was governed by the same editorial policies that regulated all media and activities across the ABC in relation to the ABC Charter (ABC Act 1983). ABC Pool also operated under a Creative Commons licensing regime which enabled media to flow across platforms, for example the Internet, radio and television, while providing attribution to the original author (generally under a Creative Commons Attribution Non-Commercial license). Main$treaM was one active user that engaged in remix to pursue his creative direction but to also challenge the meanings of texts that had been created by the mass media. Max Prophet$ equals Ca$h for Comments Main$treaM had been active in Pool for several months when he began publishing his remixed works. His approach towards media and its production is especially important as his technique involved challenging the societal discourse that is accepted from traditional forms of media production and reappropriating them to reflect how an audience would reconstruct them, from their Deuzian lived in experience. Main$treaM can also be classified as an oppositional reader of text in regards to how he decodes the meaning within the message (Hall). His online activist approach is obvious in his self-described profile. Main$treaM’s profile on ABC Pool says: Making animations, music & loads of max prophet$ However, his profile on Discogs (Discogs is one of the largest online music databases, where users can contribute music information and data while locating collectables within the global marketplace) reveals the artist’s creative and political perspectives: Main$treaM started off wanting to piss people off. He loathed the studio recording industry professionals & Sound Production Mass Media Culture in general. How could it be that a TV Camera can record what you say in the street, then edit it into something YOU DID NOT SAY but take a little news sample off the TV & bam: "WE WILL SUE YOU" These days it makes me sick that hard breaks & media cut ups are trendy. Not sick enough to actually stop. Main$treaM’s approach is one that challenges the stereotypical rhetoric tropes of the mass media and is concerned with choosing a remix style that aligns with the media dependency theory. That is, he draws on the one perspective which is garnered by the traditional media figureheads and applies his lived in experience with those same societal discourses to provide a significantly different meaning (Ball-Rokeach & DeFleur). The tool he uses to operationalise this is the art of remix by taking multiple cultural artefacts to create new creative blends (Knobel & Lankshear). John Laws is a radio celebrity who has dominated the Australian media landscape for decades with his at times controversial ‘shock jock’ talk back radio program. He is right wing in his political alignment and has at times been the centre of controversial programming efforts that has riled Australian audiences, which also involved input from Australian media authorities. His political alignment coupled with his disregard for audience sensitivities makes Laws an ideal character for an activist remix artist such as Main$treaM to target. Main$treaM had taken comments that Laws had made, placed them out of context and remixed them to deliberately misrepresent Laws’s opinion. One track in particular, Max Prophet$, is a reaction to the controversial Cash for Comments scandal (Johnson). In this case, John Laws was accused of receiving remuneration from Toyota to endorse their products on his radio program without acknowledging this activity as advertising. Main$treaM, through one of his ABC Pool contributions Max Prophet$, selected various comments that Laws had made during his radio broadcasts, and remixed them in a format that had John Laws say he was indeed receiving large amounts of money from Toyota. His remix, in the tradition of Pauline Pantsdown, took Laws’s comments and connected them to say “That really is a terrific vehicle that Hilux Workmate, great name too isn’t it”, highlighting a clear endorsement of the Toyota product by the radio presenter. However, Main$treaM did not stop at proving his point with this one remix contribution. He also provided in addition to the Max Prophet$ contribution, many other controversial social commentary works, including Cock Cheek parts One and Two, Prickseye Picture of You and I, and Ca$h for Comment$. Each contribution focussed on a particular character trait that Laws had become known for, such as inviting input from his listeners and then hanging up on them when they provided commentary that was contrary to his opinion. “Did I call you or did you call me” was Main$treaM’s method of whimsically suggesting that Laws is a rude, right wing conservative. The public opinion within Australia of John Laws is split between support from the conservatives and disdain from the liberals. Main$treaM was attempting to provide a voice from within the liberal perspective that illuminates the public opinion of Laws. The public opinion of Laws is one cultural discourse that is difficult to define, and almost impossible to publish to the broader public. Remix, as Lessig suggests, provides the most suitable genre of mass cultural practice to interrogate both perspectives of someone as controversial as Laws, where ABC Pool provides the most suitable platform to publish remixed societal perspectives on contemporary controversial issues. However, as outlined earlier, ABC Pool is contained within the same regulatory framework as any other publication space of the ABC. Essentially by publishing this controversial work on an ABC platform is blurring the boundaries between the ABC providing a place to publish the material and the ABC endorsing the material. ABC Pool operated under a reactive mode of moderation which suggests that content can be published without any form of moderation but if it were flagged as inappropriate by another user or audience member it had to be investigated by the ABC Pool team. Main$treaM’s contemporary material contained confronting concepts, language and techniques and was flagged as inappropriate by an anonymous Pool user during 2011. In this instance, it becomes clear that remix within an institutional setting is a complicated activity to facilitate. By providing a Creative Commons licensing regime, the ABC Pool project is endorsing remix as an institutional activity, and given the ethos of ABC Pool to experiment with new and innovative ways of engaging the audience, remix is crucial to its operation. However given the complaints of the other users that Main$treaM’s material was inappropriate, the problem arose of how to manage contentious remix activity. Aligning with Jenkins’s convergent cultures and Bruns’s produsage theories which incorporates the audience into the production process, the ABC Pool project was required to promote remix as a suitable activity for its users. Remix as an online activist activity in turn attracted the societal dissent approach from remix artists, providing a problem of adhering to the rules and regulations of the ABC more broadly. In the immediacy of the complaint, a large proportion of Main$treaM’s material was temporarily unpublished from ABC Pool until the team could provide a suitable solution on how to solve the tensions. The Legal Consultation Process In an instance such as this, an ABC employee is required to consult the editorial policy people to seek their advice on the most appropriate approach on the problematic material. The ABC Editorial Policies representatives referenced the material in the then Section 9 of the Editorial Policies, which relates to user-generated content. After the consultation process, they could see no breach of the guidelines; however, given the obscene constitution of the material, they suggested the Pool team refer the material to ABC Legal, a process in the ABC known as ‘referring up’. ABC Legal had a team of media lawyers interrogate the material from a criminal law perspective. It is worth noting, in both departments, Legal and Editorial Policies, there was support for Main$treaM’s creative expression (Fieldnotes, 2011). However, both parties were approaching the material and acting in a risk management capacity to protect the integrity of the ABC brand. After receiving the approval of the editorial policy people, the ABC Pool team had to seek the advice from ABC Legal. After two weeks of investigation, ABC Legal returned the following recommendations for the Pool team: Ultimately, risk management is the deciding factor to determine if the material should be published or not, supported by a solid defense should the case go to court.There are three areas to be considered with Main$treaM’s content:CopyrightDefamatoryObscenityIn regards to copyright, it is OK to publish in this case because the works are covered by parody or satire as the pieces have a focussed angle, or subject (John Laws).Defamation is more complicated. Firstly, we have to establish if the usual person could identify the defamed person. If yes, we need to establish what imputations there are, i.e. homophobic tendencies, pedophilia, etc. For each imputation, we need to establish if there is a defense. Typical defenses are honest opinion, expressed as one’s view, or truth. Honest Opinion needs to have a base to relate it to and not just a rant – i.e. John Laws was caught in the Cash for Comments scandal but there is no evidence to suggest he is a pedophile (unless the artists knows a truth – which becomes complicated again).Obscenity comes under classification, and since Pool does not have a rating system in place, we cannot offer this as a way to avoid publishing. A standard example of this relates to a younger audience member having the same access to an obscene piece of content (as guided by Pool’s Guidelines Section 4.1 a and b).These rules are premised by how do I read it/hear it. This is how a jury of citizens will approach the same piece of content. Risk management is also present when we ask how will John Laws hear about it, and what will the community think about it.(Fieldnotes, 2011) The suggestions the legal team returned are significant in highlighting the position of a media institution that facilitates remix. What is relevant here is a public service media organisation is a specific type of media organisation that is responsible for facilitating increased citizenry through its activities (Cunningham). Martin builds on the work of Jacka and Hartley to highlight how the ABC should be encouraging ‘DIY citizenry’. She says the combination of the core Reithian values of educate, inform and entertain can be combined with new media technologies that enable a “semiotic self determination model” to construct a “national semiosis model” (Hartley 161). However, there is a clear misalignment between the values of the PSM and the remix artist. What was required was the presence of a cultural intermediary to assist in calibrating those values and engaging in a negotiation phase between the two stakeholders. A cultural intermediary is a human or non-human actor that is located between the production and consumption of cultural artifacts and aids in facilitating the negotiation space between different expertise disciplines. In this case, it was the role of the community manager to attempt to connect the two approaches and enable remix practice to continue under the auspices of the ABC. The ABC had shifted its approach towards some of the Main$treaM material, but given its regulatory framework was unable to facilitate all of his contributions. Unfortunately in this case, Main$treaM did not align with the requirements of the ABC, left the Pool community and did not continue his practice of remix within the ABC any further. Conclusion Remixed texts that are published on PSM platforms demonstrate high levels of dependency on existing mass media texts, aligning them with the approach of the media dependency theory (Ball-Rokeach & DeFleur). Remixed texts are also cultural products of artists that live in media and not with media, as noted by Deuze (Media Industries, Work and Life) and are the result of mass cultural practice that manipulates the meaning of multiple cultural artefacts (Lessig). Remix as a form of online activism is also representative of Hall’s oppositional reading of texts which enable the practitioner to deepen their involvement within the social construction of reality (Adoni & Mane). Convergence cultures represent the audience’s ever-increasing desire to participate in the production of media and not merely consume it (Jenkins). The theoretical alignment of remix with these theories suggests remixed texts have a deeper and richer cultural representation than that of its institutionally produced parent text. However, collaboratively produced cultural artefacts via remix are problematised by the digital divide debate, specifically through the access of tools and knowledge for this practice. Lin terms this problem as ‘techno-elite’ where only certain individuals have access and knowledge and tools to engage in these types of cultural activities facilitated by PSM. Further, Carpentier challenges this type of participation by asking if we have access and can interact, are we really participating in a democratising activity, given the promises of online activism? Given that PSM is pursuing the concept of the audience as user, which positions the audience as a producer of content across online environments, facilitating the practice of remix should align with its core values to inform, educate and entertain (Martin). However as we have seen with the Main$treaM case, this is problematic when attempting to align the focus of a remix artist with that of PSM. In these instances the work of the cultural intermediary as the disciplinary expertise negotiator becomes critical to increase the societal representation within the production and consumption of cultural artefacts produced through the activity of remix. A public service broadcaster that is supportive of both institutionally produced texts, along with socially informed text production through remix, will be a rigorous media organisation that supports a better informed citizenry, or as Hartley suggests a self determined national semiosis model. References Adoni, Hanna, and Sherrill Mane. "Media and the Social Construction of Reality: Toward and Integration of Theory and Research." Communication Research 11.3 (1984): 323-40. Ball-Rokeach, Sandra, and DeFluer, Melvin. "A Dependency Model of Mass Media Effects." Communication Research 3 (1976): 3-21. Bruns, Axel. Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage. New York: Peter Lang, 2008. Carpentier, Nico. "The Concept of Participation. If They Have Access and Interact, Do They Really Participate?" Communication Management Quarterly 21 (2011): 13-36. Cunningham, Stuart. Hidden Innovation: Policy, Industry and the Creative Sector. Creative Economy and Innovation Culture. Brisbane: University of Queensland Press, 2013. Deuze, Mark. Media Work. London: Polity Press, 2007. Deuze, Mark. "Media Industries, Work and Life." European Journal of Communication 24 (2009): 467. Enli, Gunn Sara. "Redefining Public Service Broadcasting." Convergence: The International Journal of Research into New Media Technologies 14.1 (2008): 105 - 20. González-Bailón, Sandra, et al. "The Dynamics of Protest Recruitment through an Online Network." Scientific Reports 1.197 (2011). Hall, Stuart. Encoding and Decoding in the Television Discourse. Council of Europe Colloquy on "Training In The Critical Reading of Television Language". 1973. Hartley, John. "Communicative Democracy in a Redactional Society: The Future of Journalism Studies." Journalism: Theory, Practice and Criticism 1.1 (2001): 39-48. Jacka, Liz. "'Good Democracy': The Role of Public Service Broadcasting." The Centre for Culture and History (2001). 2 Feb. 2013 < http://www.cmchnyu.org/pdfs/jacka.pdf >. Jenkins, Henry. Convergence Culture - Where Old and New Media Collide. New York: New York University Press, 2006. Johnson, Rob. Cash for Comment: The Seduction of Journo Culture. Media.Culture Series. Sydney: Pluto Press, 2000. Jones, Christopher. "Activism or Slacktivism? The Role of Social Media in Effecting Social Change." Research Paper. School of Engineering and Applied Science: University of Virginia, 2013. Knobel, Michele, and Colin Lankshear. "Remix: The Art and Craft of Endless Hybridization." Journal of Adolescent & Adult Literacy 52.1 (2008): 22-33. Lessig, Lawrence. Remix: Making Art and Commerce Thrive in the Hybrid Economy. New York: Penguin, 2008. Lin, Yu-Wei. "The Emergence of the Techno-Elite Audience and Free/Open Source Content: A Case Study on Bbc Backstage." Participations: Journal of Audience & Reception Studies 9.2 (2012): 597-613. Long, Paul, and Tim Wall. "Investigating Audiences: What Do People Do with Media?" Media Studies: Texts, Production and Context. Eds. P. Long et al. Harlow, England: Pearson Education Limited, 2009. 240-72. Martin, Fiona. "Beyond Public Service Broadcasting? ABC Online and the User/Citizen." Southern Review: Communication, Politics and Culture 35.1 (2002): 42-62. Rosen, Jay. "The People Formerly Known as the Audience." Pressthink: Ghost of Democracy in the Media Machine (2006). 2 Feb. 2013 < http://www.guardian.co.uk/media/2006/apr/25/bbc.broadcasting >. Shirky, Clay. Here Comes Everybody: The Power of Organising without Organisations. New York: Allen Lane, 2008.

Introduction: Game Culture and GenderAs texts with the potential to help mediate specific forms of identity, video games are rich and complex sites for analysis. A tendency, however, still exists in scholarship to treat video games as just another kind of text, and work that explores the expression of masculine identity persists in drawing from cinematic analysis without proper consideration of game design and how these games are played (Triana). For example, insights from studies into horror cinema may illuminate the relationship between players and game systems in survival horror video games (Habel & Kooyman), but further study is needed to explore how people interact with the game.This article aims to build towards a scholarly definition of the term “Power Fantasy”, a concept that seems well established in wider discourse but is not yet well theorised in the scholarly literature. It does so through a case of the most recent reboot of Doom (2016), a game that in its original incarnation established an enduring tradition for high-action Power Fantasy. In the first-person shooter game Doom, the player fills the role of the “Doom Guy”, a faceless hero who shuttles between Earth and Hell with the sole aim of eviscerating demonic hordes as graphically as possible.How, then, do we begin to theorise the kind of automediation that an iconic game text like Doom facilitates? Substantial work has been done to explore player identification in online games (see Taylor; Yee). Shaw (“Rethinking”) suggests that single-player games are unexplored territory compared to the more social spaces of Massively Multiplayer Online games and other multiplayer experiences, but it is important to distinguish between direct identification with the avatar per se and the ways in which the game text mediates broader gender constructions.Abstract theorisation is not enough, though. To effectively understand this kind of automediation we also need a methodology to gain insights into its processes. The final part of this article, therefore, proposes the analysis of “Let’s Play” videos as a kind of gender identity performance which gives insight into the automediation of dominant masculine gender identities through Power Fantasy video games like Doom. This reflexive performance works to denaturalise gender construction rather than reinforce stable hegemonic identities.Power Fantasy and Gender IdentityPower Fantasy has become an established trope in online critiques and discussions of popular culture. It can be simply defined as “character imagines himself taking revenge on his bullies” (TVTropes). This trope takes on special resonance in video games, where the players themselves live out the violent revenge fantasy in the world of the game.The “power fantasy” of games implies escapism and meaninglessness, evoking outsize explosions and equally outsized displays of dominance. A “power gamer” is one who plays with a single-minded determination to win, at the expense of nuance, social relationships between players, or even their own pleasure in play. (Baker)Many examples apply this concept of Power Fantasy in video games: from God of War to Metroid: Prime and Grand Theft Auto, this prevalent trope of game design uses a kind of “agency mechanics” (Habel & Kooyman) to convince the player that they are becoming increasingly skilful in the game, when in reality the game is simply decreasing in difficulty (PBS Digital Studios). The operation of the Power Fantasy trope is also gendered; in a related trope known as “I Just Want To Be a Badass”, “males are somewhat more prone to harbour [the] wish” to feel powerful (TVTropes). More broadly, even though the game world is obviously not real, playing it requires “an investment in and commitment to a type of masculine performance that is based on the Real (particularly if one is interested in ‘winning’, pummelling your opponent, kicking ass, etc.)” (Burrill 2).Indeed, there is a perceived correlation (if not causation) between the widespread presence of Power Fantasy video games and how “game culture as it stands is shot through with sexism, racism, homophobia, and other biases” (Baker). Golding and van Deventer undertake an extended exploration of this disconcerting side of game culture, concluding that games have “become a venue for some of the more unsophisticated forms of patriarchy” (213) evidenced in the highly-publicised GamerGate movement. This saw an alignment between the label of “gamer” and extreme misogyny, abuse and harassment of women and other minorities in the industry.We have, then, a tentative connection between dominant gameplay forms based on high skill that may be loosely characterised as “Power Fantasy” and some of the most virulent toxic gender expressions seen in recent times. More research is needed to gain a clearer understanding of precisely what Power Fantasy is. Baker’s primary argument is that “power” in games can also be characterised as “power to” or “power with”, as well as the more traditional “power over”. Kurt Squire uses the phrase “Power Fantasy” as a castaway framing for a player who seeks an alternative reward to the usual game progression in Sid Meier’s Civilisation. More broadly, much scholarly work concerning gameplay design and gender identity has been focussed on the hot-button question of videogame violence and its connection to real-world violence, a question that this article avoids since it is well covered elsewhere. Here, a better understanding of the mediation of gender identity through Power Fantasy in Doom can help to illuminate how games function as automedia.Auto-Mediating Gender through Performance in Doom (2016) As a franchise, Doom commands near-incomparable respect as a seminal text of the first-person shooter genre. First released in 1993, it set the benchmark for 3D rendered graphics, energetic sound design, and high-paced action gameplay that was visceral and deeply immersive. It is impossible to mention more recent reboots without recourse to its first seminal instalment and related game texts: Kim Justice suggests a personal identification with it in a 29-minute video analysis entitled “A Personal History of Demon Slaughter”. Doom is a cherished game for many players, possibly because it evokes memories of “boyhood” gaming and all its attendant gender identity formation (Burrill).This identification also arises in livestreams and playthroughs of the game. YouTuber and game reviewer Markiplier describes nostalgically and at lengths his formative experiences playing it (and recounts a telling connection with his father who, he explains, introduced him to gaming), saying “Doom is very important to me […] this was the first game that I sat down and played over and over and over again.” In contrast, Wanderbots confesses that he has never really played Doom, but acknowledges its prominent position in the gaming community by designating himself outside the identifying category of “Doom fan”. He states that he has started playing due to “gushing” recommendations from other gamers. The nostalgic personal connection is important, even in absentia.For the most part, the critical and community response to the 2016 version of Doom was approving: Gilroy admits that it “hit all the right power chords”, raising the signature trope in reference to both gameplay and music (a power chord is a particular technique of playing heavy metal guitar often used in heavy metal music). Doom’s Metacritic score is currently a respectable 85, and, the reception is remarkably consistent between critics and players, especially for such a potentially divisive game (Metacritic). Commentators tend to cite its focus on its high action, mobility, immersion, sound design, and general faithfulness to the spirit of the original Doom as reasons for assessments such as “favourite game ever” (Habel). Game critic Yahtzee’s uncharacteristically approving video review in the iconic Zero Punctuation series is very telling in its assessment of the game’s light narrative framing:Doom seems to have a firm understanding of its audience because, while there is a plot going on, the player-character couldn’t give a half an ounce of deep fried shit; if you want to know the plot then pause the game and read all the fluff text in the character and location database, sipping daintily from your pink teacup full of pussy juice, while the game waits patiently for you to strap your bollocks back on and get back in the fray. (Yahtzee)This is a strident expression of the gendered expectations and response to Doom’s narratological refusal, which is here cast as approvingly masculine and opposed to a “feminine” desire for plot or narrative. It also feeds into a discourse which sees the game as one which demands skill, commitment, and an achievement orientation cast within an exclusivist ideology of “toxic meritocracy” (Paul).In addition to examining reception, approaches to understanding how Doom functions as a “Power Fantasy” or “badass” trope could take a variety of forms. It is tempting to undertake a detailed analysis of its design and gameplay, especially since these feed directly into considerations of player interaction. This could direct a critical focus towards gameplay design elements such as traversal and mobility, difficulty settings, “glory kills”, and cinematic techniques in the same vein as Habel and Kooyman’s analysis of survival horror video games in relation to horror cinema. However, Golding and van Deventer warn against a simplistic analysis of decontextualized gameplay (29-30), and there is a much more intriguing possibility hinted at by Harper’s notion of “Play Practice”.It is useful to analyse a theoretical engagement with a video game as a thought-experiment. But with the rise of gaming as spectacle, and particularly gaming as performance through “Let’s Play” livestreams (or video on demand) on platforms such as TwitchTV and YouTube, it becomes possible to analyse embodied performances of the gameplay of such video games. This kind of analysis allows the opportunity for a more nuanced understanding of how such games mediate gender identities. For Judith Butler, gender is not only performed, it is also performative:Because there is neither an “essence” that gender expresses or externalizes nor an objective ideal to which gender aspires, and because gender is not a fact, the various acts of gender create the idea of gender, and without those acts, there would be no gender at all. (214)Let’s Play videos—that show a player playing a game in real time with their commentary overlaying the on screen action—allow us to see the performative aspects of gameplay. Let’s Plays are a highly popular and developing form: they are not simple artefacts by any means, and can be understood as expressive works in their own right (Lee). They are complex and multifaceted, and while they do not necessarily provide direct insights into the player’s perception of their own identification, with sufficient analysis and unpacking they help us to explore both the construction and denaturalisation of gender identity. In this case, we follow Josef Nguyen’s analysis of Let’s Plays as essential for expression of player identity through performance, but instead focus on how some identity construction may narrow rather than expand the diversity range. T.L. Taylor also has a monograph forthcoming in 2018 titled Watch Me Play: Twitch and the Rise of Game Live Streaming, suggesting the time is ripe for such analysis.These performances are clear in ways we have already discussed: for example, both SplatterCat and Markiplier devote significant time to describing their formative experiences playing Doom as a background to their gameplay performance, while Wanderbots is more distanced. There is no doubt that these videos are popular: Markiplier, for example, has attracted nearly 5 million views of his Doom playthrough. If we see gameplay as automediation, though, these videos become useful artefacts for analysis of gendered performance through gameplay.When SplatterCat discovers the suit of armor for the game’s protagonist, Doom Guy, he half-jokingly remarks “let us be all of the Doom Guy that we can possibly be” (3:20). This is an aspirational mantra, a desire for enacting the game’s Power Fantasy. Markiplier speaks at length about his nostalgia for the game, specifically about how his father introduced him to Doom when he was a child, and he expresses hopes that he will again experience “Doom’s original super-fast pace and just pure unadulterated action; Doom Guy is a badass” (4:59). As the action picks up early into the game, Markiplier expresses the exhilaration and adrenaline that accompany performances of this fastpaced, highly mobile kind of gameplay, implying that he is becoming immersed in the character and, by performing Doom Guy, inhabiting the “badass” role and thus enacting a performance of Power Fantasy:Doom guy—and I hope I’m playing Doom guy himself—is just the embodiment of kickass. He destroys everything and he doesn’t give a fuck about what he breaks in the process. (8:45)This performance of gender through the skilled control of Doom Guy is, initially, unambiguously mediated as Power Fantasy: in control, highly skilled, suffused with Paul’s ‘toxic meritocracy. A similar sentiment is expressed in Wanderbots’ playthrough when the player-character dispenses with narrative/conversation by smashing a computer terminal: “Oh I like this guy already! Alright. Doom Guy does not give a shit. It’s like Wolf Blascowicz [sic], but like, plus plus” (Wanderbots). This is a reference to another iconic first-person shooter franchise, Wolfenstein, which also originated in the 1980s and has experienced a recent successful reboot, and which operates in a similar Power Fantasy mode. This close alignment between these two streamers’ performances suggests significant coherence in both genre and gameplay design and the ways in which players engage with the game as a gendered performative space.Nonetheless, there is no simple one-to-one relationship here—there is not enough evidence to argue that this kind of gameplay experience leads directly to the kind of untrammelled misogyny we see in game culture more broadly. While Gabbiadini et al. found evidence in an experimental study that a masculinist ideology combined with violent video game mechanics could lead to a lack of empathy for women and girls who are victims of violence, Ferguson and Donnellan dispute this finding based on poor methodology, arguing that there is no evidence for a causal relationship between gender, game type and lack of empathy for women and girls. This inconclusiveness in the research is mirrored by an ambiguity in the gendered performance of males playing through Doom, where the Power Fantasy is profoundly undercut in multiple ways.Wanderbots’ Doom playthrough is literally titled ‘I have no idea what I’m Dooming’ and he struggles with particular mechanics and relatively simple progression tools early in the game: this reads against masculinist stereotypes of superior and naturalised gameplay skill. Markiplier’s performance of the “badass” Doom Guy is undercut at various stages: in encountering the iconic challenge of the game, he mentions that “I am halfway decent… not that good at video games” (9:58), and on the verge of the protagonist’s death he admits “If I die this early into my first video I’m going to be very disappointed, so I’m going to have to kick it up a notch” (15:30). This suggests that rather than being an unproblematic and simple expression of male power in a fantasy video game world, the gameplay performances of Power Fantasy games are ambiguous and contested, and not always successfully performed via the avatar. They therefore demonstrate a “kind of gender performance [which] will enact and reveal the performativity of gender itself in a way that destabilizes the naturalized categories of identity and desire” (Butler 211). This cuts across the empowered performance of videogame mastery and physical dominance over the game world, and suggests that the automediation of gender identity through playing video games is a complex phenomenon urgently in need of further theorisation.ConclusionUltimately, this kind of analysis of the mediation of hegemonic gender identities is urgent for a cultural product as ubiquitous as video games. The hyper-empowered “badass” digital avatars of Power Fantasy video games can be expected to have some shaping effect on the identities of those who play them, evidenced by the gendered gameplay performance of Doom briefly explored here. This is by no means a simple or unproblematic process, though. Much further research is needed to test the methodological insights possible by using video performances of gameplay as explorations of the auto-mediation of gender identities through video games.ReferencesBaker, Meguey. “Problematizing Power Fantasy.” The Enemy 1.2 (2015). 18 Feb. 2018 <http://theenemyreader.org/problematizing-power-fantasy/>.Burrill, Derrick. Die Tryin’: Video Games, Masculinity, Culture. New York: Peter Lang, 2008.Butler, Judith. Gender Trouble. 10th ed. London: Routledge, 2002.Ferguson, Christopher, and Brent Donellan. “Are Associations between “Sexist” Video Games and Decreased Empathy toward Women Robust? A Reanalysis of Gabbiadini et al. 2016.” Journal of Youth and Adolescence 46.12 (2017): 2446–2459.Gabbiadini, Alessandro, Paolo Riva, Luca Andrighetto, Chiara Volpato, and Brad J. Bushman. “Acting like a Tough Guy: Violent-Sexist Video Games, Identification with Game Characters, Masculine Beliefs, & Empathy for Female Violence Victims.” PloS One 11.4 (2016). 14 Apr. 2018 <http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0152121>.Gilroy, Joab. “Doom: Review.” IGN, 16 May 2016. 22 Feb. 2018 <http://au.ign.com/articles/2016/05/16/doom-review-2?page=1>.Golding, Dan, and Leena van Deventer. Game Changers: From Minecraft to Misogyny, the Fight for the Future of Videogames. South Melbourne: Affirm, 2016.Habel, Chad, and Ben Kooyman. “Agency Mechanics: Gameplay Design in Survival Horror Video Games”. Digital Creativity 25.1 (2014):1-14.Habel, Chad. “Doom: Review (PS4).” Game Truck Australia, 2017. 22 Feb. 2018 <http://www.gametruckaustralia.com.au/review-doom-2016-ps4/>.Harper, Todd. The Culture of Digital Fighting Games: Performance and Practice. London: Routledge, 2013.Kim Justice. “Doom: A Personal History of Demon Slaughter.” YouTube, 16 Jan. 2017. 22 Feb. 2018 <https://www.youtube.com/watch?v=JtvoENhvkys>.Lee, Patrick. “The Best Let’s Play Videos Offer More than Vicarious Playthroughs.” The A.V. Club, 24 Apr. 2015. 22 Feb. 2018 <https://games.avclub.com/the-best-let-s-play-videos-offer-more-than-vicarious-pl-1798279027>.Markiplier. “KNEE-DEEP IN THE DEAD | DOOM – Part 1.” YouTube, 13 May 2016. 21 Feb. 2018 <https://www.youtube.com/watch?v=pCygvprsgIk>.Metacritic. “Doom (PS4).” 22 Feb. 2018 <http://www.metacritic.com/game/playstation-4/doom>.Nguyen, Josef. “Performing as Video Game Players in Let’s Plays.” Transformative Works and Cultures 22 (2016). <http://journal.transformativeworks.org/index.php/twc/article/view/698>.Paul, Christopher. The Toxic Meritocracy of Video Games: Why Gaming Culture Is the Worst. Minneapolis: U of Minnesota P, 2018.PBS Digital Studios. “Do Games Give Us Too Much Power?” 2017. 18 Feb. 2018 <https://www.youtube.com/watch?v=9COt-_3C0xI>.Shaw, Adrienne. “Do You Identify as a Gamer? Gender, Race, Sexuality, and Gamer Identity.” New Media and Society 14.1 (2012): 28-44.———. “Rethinking Game Studies: A Case Study Approach to Video Game Play and Identification.” Critical Studies in Media Communication 30.5 (2013): 347-361.SplatterCatGaming. “DOOM 2016 PC – Gameplay Intro – #01 Let's Play DOOM 2016 Gameplay.” YouTube, 13 May 2016. 21 Feb. 2018 <https://www.youtube.com/watch?v=tusgsunWEIs>.Squire, Kurt. “Open-Ended Video Games: A Model for Developing Learning for the Interactive Age.” The Ecology of Games: Connecting Youth, Games, and Learning. Ed. Katie Salen. Cambridge, MA: MIT P, 2008. 167–198.Boellstorff, Tom, Bonnie Nardi, Celia Pearce, and T.L. Taylor. Ethnography and Virtual Worlds: A Handbook of Method. Princeton, NJ: Princeton UP, 2012.Triana, Benjamin. “Red Dead Maculinity: Constructing a Conceptual Framework for Analysing the Narrative and Message Found in Video Games.” Journal of Games Criticism 2.2 (2015). 12 Apr. 2018 <http://gamescriticism.org/articles/triana-2-2/>.TVTropes. Playing With / Power Fantasy. 18 Feb. 2018 <http://tvtropes.org/pmwiki/pmwiki.php/PlayingWith/PowerFantasy>.———. I Just Want to Be a Badass. 18 Feb. 2018 <http://tvtropes.org/pmwiki/pmwiki.php/Main/IJustWantToBeBadass>.Wanderbots. “Let’s Play Doom (2016) – PC Gameplay Part I – I Have No Idea What I’m Dooming!” YouTube, 18 June 2016. 14 Apr. 2018 <https://www.youtube.com/watch?v=AQSMNhWAf0o>.Yee, Nick. “Maps of Digital Desires: Exploring the Topography of Gender and Play in Online Games.” Beyond Barbie and Mortal Kombat: New Perspectives on Gender and Gaming. Eds. Yasmin B. Kafai, Carrie Heeter, Jill Denner, and Jennifer Sun. 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In a field of study as well-established as the Gothic, it is surprising how much contention there is over precisely what that term refers to. Is Gothic a genre, for example, or a mode? Should it be only applicable to literary and film texts that deal with tropes of haunting and trauma set in a gloomy atmosphere, or might it meaningfully be applied to other cultural forms of production, such as music or animation? Can television shows aimed at children be considered Gothic? What about food? When is something “Gothic” and when is it “horror”? Is there even a difference? The Gothic as a phenomenon is commonly identified as beginning with Horace Walpole’s novel The Castle of Otranto (1764), which was followed by Clara Reeve’s The Old English Baron (1778), the romances of Ann Radcliffe and Matthew Lewis’ The Monk (1796). Nineteenth-century Gothic literature was characterised by “penny dreadfuls” and novels such as Mary Shelley’s Frankenstein (1818) and Bram Stoker’s Dracula (1897). Frequently dismissed as sensational and escapist, the Gothic has experienced a critical revival in recent decades, beginning with the feminist revisionism of the 1970s by critics such as Ellen Moers, Sandra M. Gilbert and Susan Gubar. With the appearance of studies such as David Punter’s The Literature of Terror (1980), Gothic literature became a reputable field of scholarly research, with critics identifying suburban Gothic, imperial Gothic, postcolonial Gothic and numerous national Gothics, including Irish Gothic and the Gothic of the American South. Furthermore, as this special edition on Gothic shows, the Gothic is by no means limited to literature, with film, television, animation and music all partaking of the Gothic inflection. Indeed, it would be unwise to negate the ways in which the Gothic has developed to find fertile ground beyond the bounds of literature. In our media-centred twenty-first century, the Gothic has colonised different forms of expression, where the impact left by literary works, that were historically the centre of the Gothic itself, is all but a legacy. Film, in particular, has a close connection to the Gothic, where the works of, for instance, Tim Burton, have shown the representative potential of the Gothic mode; the visual medium of film, of course, has a certain experiential immediacy that marries successfully with the dark aesthetics of the Gothic, and its connections to representing cultural anxieties and desires (Botting). The analysis of Gothic cinema, in its various and extremely international incarnations, has now established itself as a distinct area of academic research, where prominent Gothic scholars such as Ken Gelder—with the recent publication of his New Vampire Cinema (2012)—continue to lead the way to advance Gothic scholarship outside of the traditional bounds of the literary.As far as cinema is concerned, one cannot negate the interconnections, both aesthetic and conceptual, between traditional Gothic representation and horror. Jerrold Hogle has clearly identified the mutation and transformation of the Gothic from a narrative solely based on “terror”, to one that incorporates elements of “horror” (Hogle 3). While the separation between the two has a long-standing history—and there is no denying that both the aesthetics and the politics of horror and the Gothic can be fundamentally different—one has to be attuned to the fact that, in our contemporary moment, the two often tend to merge and intersect, often forming hybrid visions of the Gothic, with cinematic examples such as Guillermo Del Toro’s Pan’s Labyrinth (2006) playing testament to this. Indeed, the newly formed representations of “Gothic Horror” and “Gothic Terror” alerts us to the mutable and malleable nature of the Gothic itself, an adaptable mode that is always contextually based. Film is not, however, the only non-literary medium that has incorporated elements of the Gothic over the years. Other visual representations of the Gothic abound in the worlds of television, animation, comics and graphic novels. One must only think here of the multiple examples of recent television series that have found fruitful connections with both the psychologically haunting aspects of Gothic terror, and the gory and grisly visual evocations of Gothic horror: the list is long and diverse, and includes Dexter (2006-2013), Hannibal (2013-), and Penny Dreadful (2014-), to mention but a few. The animation front —in its multiple in carnations —has similarly been entangled with Gothic tropes and concerns, a valid interconnection that is visible both in cinematic and television examples, from The Corpse Bride (2005) to Coraline (2009) and Frankenweeinie (2012). Comics and graphics also have a long-standing tradition of exploiting the dark aesthetics of the Gothic mode, and its sensationalist connections to horror; the instances from this list pervade the contemporary media scope, and feature the inclusion of Gothicised ambiences and characters in both singular graphic novels and continuous comics —such as the famous Arkham Asylum (1989) in the ever-popular Batman franchise. The inclusion of these multi-media examples here is only representative, and it is an almost prosaic accent in a list of Gothicised media that extends to great bounds, and also includes the worlds of games and music. The scholarship, for its part, has not failed to pick up on the transformations and metamorphoses that the Gothic mode has undergone in recent years. The place of both Gothic horror and Gothic terror in a multi-media context has been critically evaluated in detail, and continues to attract academic attention, as the development of the multi-genre and multi-medium journey of the Gothic unfolds. Indeed, this emphasis is now so widespread that a certain canonicity has developed for the study of the Gothic in media such as television, extending the reach of Gothic Studies into the wider popular culture scope. Critical texts that have recently focused on identifying the Gothic in media beyond not only literature, but also film, include Helen Wheatley’s Gothic Television (2007), John C. Tibbetts’ The Gothic Imagination: Conversation of Fantasy, Horror, and Science Fiction in the Media (2011), and Julia Round’s Gothic in Comics and Graphic Novels (2014). Critics often suggest that the Gothic returns at moments of particular cultural crisis, and if this is true, it seems as if we are in such a moment ourselves. Popular television shows such as True Blood and The Walking Dead, books such as the Twilight series, and the death-obsessed musical stylings of Lana Del Ray all point to the pertinence of the Gothic in contemporary culture, as does the amount of submissions received for this edition of M/C Journal, which explore a wide range of Gothic texts. Timothy Jones’ featured essay “The Black Mass as Play: Dennis Wheatley’s The Devil Rides Out” suggests that although scholarly approaches to the Gothic tend to adopt the methodologies used to approach literary texts and applied them to Gothic texts, yielding readings that are more-or-less congruous with readings of other sorts of literature, the Gothic can be considered as something that tells us about more than simply ourselves and the world we live in. For Jones, the fact that the Gothic is a production of popular culture as much as “highbrow” literature suggests there is something else happening with the way popular Gothic texts function. What if, Jones asks, the popular Gothic were not a type of work, but a kind of play? Jones uses this approach to suggest that texts such as Wheatley’s The Devil Rides Out might direct readers not primarily towards the real, but away from it, at least for a time. Wheatley’s novel is explored by Jones as a venue for readerly play, apart from the more substantial and “serious” concerns that occupy most literary criticism. Samantha Jane Lindop’s essay foregrounds the debt David Lynch’s film Mulholland Drive owes to J. Sheridan le Fanu’s Carmilla (1872) thus adding to studies of the film that have noted Lynch’s intertextual references to classic cinema such as Billy Wilder’s Sunset Boulevard (1950), Alfred Hitchcock’s Vertigo (1958) and Ingmar Bergman’s Persona (1966). Lindop explores not just the striking similarity between Carmilla and Mulholland Drive in terms of character and plot, but also the way that each text is profoundly concerned with the uncanny. Lorna Piatti-Farnell’s contribution, “What’s Hidden in Gravity Falls: Strange Creatures and the Gothic Intertext” is similarly interested in the intertextuality of the Gothic mode, noting that since its inception this has taken many and varied incarnations, from simple references and allusions to more complicated uses of style and plot organisation. Piatti-Farnell suggests it is unwise to reduce the Gothic text to a simple master narrative, but that within its re-elaborations and re-interpretations, interconnections do appear, forming “the Gothic intertext”. While the Gothic has traditionally found fertile ground in works of literature, other contemporary media, such as animation, have offered the Gothic an opportunity for growth and adaptation. Alex Hirsch’s Gravity Falls is explored by Piatti-Farnell as a visual text providing an example of intersecting monstrous creatures and interconnected narrative structures that reveal the presence of a dense and intertextual Gothic network. Those interlacings are connected to the wider cultural framework and occupy an important part in unravelling the insidious aspects of human nature, from the difficulties of finding “oneself” to the loneliness of the everyday. Issues relating to identity also feature in Patrick Usmar’s “Born To Die: Lana Del Rey, Beauty Queen or Gothic Princess?”, which further highlights the presence of the Gothic in a wide range of contemporary media forms. Usmar explores the music videos of Del Rey, which he describes as Pop Gothic, and that advance themes of consumer culture, gender identity, sexuality and the male gaze. Jen Craig’s “The Agitated Shell: Thinspiration and the Gothic Experience of Eating Disorders” similarly focuses on contemporary media and gender identity, problematising these issues by exploring the highly charged topic of “thinspiration” web sites. Hannah Irwin’s contribution also focuses on female experience. “Not of this earth: Jack the Ripper and the development of Gothic Whitechapel” focuses on the murder of five women who were the victims of an assailant commonly referred to by the epithet “Jack the Ripper”. Irwin discusses how Whitechapel developed as a Gothic location through the body of literature devoted to the Whitechapel murders of 1888, known as “Ripperature”. The subject of the Gothic space is also taken up by Donna Brien’s “Forging Continuing Bonds from the Dead to the Living: Gothic Commemorative Practices along Australia’s Leichhardt Highway.” This essay explores the memorials along Leichhardt’s highway as Gothic practice, in order to illuminate some of the uncanny paradoxes around public memorials, as well as the loaded emotional terrain such commemorative practices may inhabit. Furthering our understanding of the Australian Gothic is Patrick West’s contribution “Towards a Politics & Art of the Land: Gothic Cinema of the Australian New Wave and its Reception by American Film Critics.” West argues that many films of the Australian New Wave of the 1970s and 1980s can be defined as Gothic and that international reviews of such films tended to overlook the importance of the Australian landscape, which functions less as a backdrop and more as a participating element, even a character, in the drama, saturating the mise-en-scène. Bruno Starrs’ “Writing My Indigenous Vampires: Aboriginal Gothic or Aboriginal Fantastic” is dedicated to illuminating a new genre of creative writing: that of the “Aboriginal Fantastic”. Starrs’ novel That Blackfella Bloodsucka Dance! is part of this emerging genre of writing that is worthy of further academic interrogation. Similarly concerned with the supernatural, Erin Mercer’s contribution “‘A Deluge of Shrieking Unreason’: Supernaturalism and Settlement in New Zealand Gothic Fiction” explores the absence of ghosts and vampires in contemporary Gothic produced in New Zealand, arguing that this is largely a result of a colonial Gothic tradition utilising Maori ghosts that complicates the processes through which contemporary writers might build on that tradition. Although there is no reason why the Gothic must include supernatural elements, it is an enduring feature that is taken up by Jessica Balanzategui in “‘You Have a Secret that You Don’t Want To Tell Me’: The Child as Trauma in Spanish and American Horror Film.” This essay explores the uncanny child character and how such children act as an embodiment of trauma. Sarah Baker’s “The Walking Dead and Gothic Excess: The Decaying Social Structures of Contagion” focuses on the figure of the zombie as it appears in the television show The Walking Dead, which Baker argues is a way of exploring themes of decay, particularly of family and society. The essays contained in this special Gothic edition of M/C Journal highlight the continuing importance of the Gothic mode in contemporary culture and how that mode is constantly evolving into new forms and manifestations. The multi-faceted nature of the Gothic in our contemporary popular culture moment is accurately signalled by the various media on which the essays focus, from television to literature, animation, music, and film. The place occupied by the Gothic beyond representational forms, and into the realms of cultural practice, is also signalled, an important shift within the bounds of Gothic Studies which is bound to initiate fascinating debates. The transformations of the Gothic in media and culture are, therefore, also surveyed, so to continue the ongoing critical conversation on not only the place of the Gothic in contemporary narratives, but also its duplicitous, malleable, and often slippery nature. It is our hope that the essays here stimulate further discussion about the Gothic and we will hope, and look forward, to hearing from you. References Botting, Fred. Gothic: The New Critical Idiom. 2nd edition. Abingdon, UK: Routledge, 2014. Hogle, Jerrold. “Introduction: The Gothic in Western Culture”. The Cambridge Companion of Gothic Fiction, ed. Jerrold Hogle. Cambridge: Cambridge University Press, 2002. 1-20.

In March 2020, co-authors burrough and Starnaman with Technical Director Dale MacDonald had just finished collaborating on a work of computational art, A Kitchen of One’s Own, for The Photographers’ Gallery in London. In this essay we discuss the genealogy of our Zoom performance, Epic Handwashing for Synchronous Participation, which was an extension of two earlier projects—one that was derailed due to COVID-19, and the other that resulted from our pivot towards reflecting on the pandemic experience. Our performance was a response to, and offered a collaborative moment of reflection on, the uncertain moment in time of living in a global pandemic and understanding our experience through participatory art. A Kitchen of One’s Own was commissioned for “Data/Set/Match”—a year-long program dedicated to analysing, interpreting, and visualising image datasets (burrough, Starnaman, and MacDonald). The image dataset we interpreted is Epic Kitchens’ 2018 collection. Epic Kitchens is a dataset of videos collected by a group of researchers whose participants create non-scripted recordings of daily activities in kitchens. It is the largest known dataset produced using first-person vision. Researchers assign each recorded action with a verb like “wash”, “peel”, “toast”, or “rub” to describe and categorise the event. Our project juxtaposed the videos from Epic Kitchens with quotes from a dataset created by Starnaman with research assistant Alyssa Yates. This work was scheduled for installation on the approximately nine by nine-foot media wall, viewable to the public inside the gallery and to passersby on the street in London’s SoHo neighborhood. However, the work was not sent until May because of the COVID-19 lockdowns in London and Dallas. Thus, feeling trapped and frustrated in our respective homes, totally separated by quarantine, but close in distance, we responded to our historical moment with art. Figure 1: xtine burrough and Sabrina Starnaman with technical direction by Dale MacDonald, A Kitchen of One’s Own, single frame on the media wall seen from Ramilles Street. The Photographers’ Gallery, London, October 2020. A Kitchen of One’s Own explored personal and domestic kitchen spaces as mundane, politically-charged, and inspirational (fig. 1). The familiar, comforting space of the home kitchen became charged with domestic tropes of the pandemic: hand washing, sanitising, and cooking. We explained, A Kitchen of One’s Own is a speculative remix that confronts Epic Kitchens, a dataset of first-person cooking videos, with quotes from articles and social media posts on sexual harassment in professional and domestic kitchens, podcasts about the kitchen as a political space, and reflective texts by women authors about food and cooking. (burrough, Starnaman, and MacDonald, “Kitchen”) Taking inspiration from our Kitchen project, we pivoted for audiences online with a browser-based project, Epic Hand Washing in a Time of Lost Narratives. This project (fig. 2) showcases 68 videos found in Epic Kitchens’ 2018 dataset that had been tagged by researchers with the keywords “wash” or “hand”, which burrough and MacDonald optimised for the web browser and republished in a showcase on Vimeo (burrough, Starnaman, and MacDonald, “Epic”). Starnaman and burrough developed a new dataset of complementary quotes for this iteration including selections from literature written during or about pandemics such as the bubonic plague and the global influenza pandemic of 1918-19. Figure 2: Epic Hand Washing in a Time of Lost Narratives. Browser-based project for The Photographers’ Gallery and Unthinking Photography. March 2020 (https://unthinking.photography/projects/epichandwashing/). We developed Epic Hand Washing for Synchronous Participation (fig. 3) as a Zoom performance of our browser-based project for a virtual engagement session at the Electronic Literature Organization’s (ELO) conference in the summer of 2020 (burrough and Starnaman, “Epic”). In this article, we illustrate these projects as a series of interrelated investigations, and centre on the Zoom performance, Epic Hand Washing for Synchronous Participation. We then reflect on the way these works engage a range of public audiences and participants. Figure 3: xtine burrough and Sabrina Starnaman, Epic Hand Washing for Synchronous Participation. Virtual engagement session and participatory performance hosted on Zoom for the ELO conference. This still frame shows a final group performance of hand washing at 21:56 (the complete session was 27:32). July 2020. Blurring Boundaries: Audiences, Participants, Maintenance, and Labour Our past projects demonstrate our commitment to participatory creative practices in which the boundary between audience members, performers, and participants is blurred in the generation of the work of art. Our earliest collaboration, The Laboring Self, was an installation of cardboard cut to the shape of virtual workers’ hands. We collected tracings of hands from workers on Amazon.com’s Mechanical Turk work platform and laser-cut them from recycled Amazon boxes. In the gallery we invited participants to inscribe or embroider the hands with statements about work before adding them to The Laboring Self installation. Audience members shared their stories, sentiments, anxieties, and hopes about the labour they perform in their everyday lives on hands that crowded a wall space during the span of the exhibition (fig. 4). This work was inspired by Mierle Laderman Ukeles's 1970s feminist performances in maintenance art, which elevated care-taking and everyday “maintenance” activities to the platform of fine art. In Manifesto for Maintenance Art 1969!, Ukeles confronts the boundary between her everyday performance as a mother, woman, and artist. In particular, with regard to maintenance, Ukeles proposes to “simply do these maintenance everyday things, and flush them up to consciousness, exhibit them, as Art” (qtd. in Burnham). So too, we exhibited the hands of hidden workers to bring visibility to the invisible and asked audience members to become participants by putting on view their own reflections on the various forms of labour they embody. Figure 4: xtine burrough and Sabrina Starnaman, The Laboring Self, installation view approximately 8 by 10 feet. The Dallas Museum of Art Center for Creative Connections. October 2017-January 2018. For our more recent Zoom-based performance, Epic Hand Washing for Synchronous Participation, we again focus on the hands of our audience members-turned participatory performers. As Ukeles used her hands to wash the steps of an urban museum, turning often invisible labour visible through performance, we sought to make the private act of hand washing—an act of personal protection and civic duty—a public performance in the digital town square. The individual hand, which has been central to our work in the past, synecdochally represents the worker, or in this case the person-turned-public-health-citizen. In a world of ubiquitous Zoom calls, the focus is almost always on our faces, our bodies cut off around the shoulders or mid-torso. Hands are but a fleeting on-screen guest. Yet, for this performance, our hands were at the centre of the screen, standing in for our physical effort and existential fear. Directions for Participants Before our performance, we shared this set of directions with participants: Prepare to wash your hands on Zoom in real time by setting up a camera to live stream or recruit a person to film you near your sink. Log into the Zoom link provided. Wash your hands on camera for 20 seconds while we read along with your performance. Notes from the Live Event On 18 July 2020, about 24 people participated in our event as solo participants, as couples, and as families on one Zoom call. The invitation to this project included the instruction to be camera-ready for hand washing at any household sink, so our participatory public entered the call from their kitchens and bathrooms. Before our formal introduction, a couple of tech-savvy kids drew on the Zoom screen (fig. 5), initiating a spirit of playfulness that the adults on the call stepped right into. While we had anticipated this event would elicit a sense of communal action, we were not prepared for just how community- and play-starved we all were. Figure 5: Opening Title Slide, Epic Hand Washing for Synchronous Participation. ELO Virtual Engagement Session. 18 July 2020. We set the stage for the performance by introducing Epic Hand Washing in a Time of Lost Narratives, our spring 2020 browser-based project, and gave participants a moment to click through it and to read the texts we had culled for our database of “pandemic quotes” (burrough and Starnaman, “Epic Hand Washing Text Dataset”). Then we explained that our facilitator and Zoom host, John Murray, would be calling on the participants one at a time to wash their hands, while we took turns reading quotes from our archive. The first participant quietly washed their hands, and the pairing of our first quote created a serious tone: “so, at the bidding of the queen, they washed their hands, and all took their places…” (Boccaccio 26). However, the rhythm of the call and response, and the joy of witnessing each other in our various households across the globe, lightened the experience. We, along with participants, reveled in the intimate hygienic dance of hand washing at kitchen sinks and bathroom vanities; one after another we shifted our presence to another person’s living quarters and joined them at the sink. This was a truly mixed, global group. Scholars and artists for whom ELO is a disciplinary home rubbed virtual shoulders with our friends and their own friends who would not have attended ELO otherwise. This event replicated the same kind of shared experience across time and space that the archive of pandemic and hand washing texts elicited. These texts bring humanity together through the calamity of plague and disease, allowing for a sense of larger community, and that is exactly what we saw on the screen: human experience mediated by the screen in conversation with writers across time and connected by the word. Moreover, this event took place in July 2020, a time of “early pandemic”, a time when the complete unknown of the epidemic had given way to the acceptance of quarantining, but before the exhaustion and cynicism of The Long Confinement and Zoom fatigue had fully set in. Thus, we saw an enthusiasm to connect and play with the medium in a way that might have been impossible eight months later. Synchronous Participation as a Performance While the complete performance is archived on the ELO website, we have excerpted a clip from the performance for analysis (burrough and Starnaman, “Excerpt”). It is a 2:15 clip from the middle of the performance, during which we took turns reading quotes from our database while participants washed their hands on camera, one at a time. We showcase this selection of the performance to highlight the repetition embedded in the script. Our directions for participants and our moderator, John Murray, became repetitive mantras throughout the performance, while the reading of the quotes gave participants space to wash their hands. We read four quotes for each participant, which we measured to leave approximately thirty seconds of time for hand washing. We wanted participants to wash their hands for at least 20 seconds, following the Centers for Disease Control’s (CDC) guidelines, and we predicted that there would be moments when we would begin reading but participants would not yet be washing their hands. Since their performances were out of our control, we decided to read for slightly more than twenty seconds for each participant. From 0 to 22 seconds, Sabrina and our moderator, John Murray, enact the transitional directions between participants. At the start of the clip, Sabrina thanks the participants who have just finished washing their hands—our friends’ twin children, Cora and Henry, who fill the screen in Zoom’s Spotlight mode until eight seconds. The twins are at a double-vanity, washing their hands in coordinated outfits, and moving towards separate towels at the left and right sides of the screen at six seconds. At eight seconds Sabrina is spotlighted. She directs our moderator with the same “set-up phrase” that we repeat throughout the performance: “please mute everyone but us and the next selected hand washer, and don’t forget to change the spotlight to them. When you’re ready, announce who will begin washing their hands.” From 12 to 22 seconds participants are visible in Gallery View while John announces that Tina Escaga will wash their hands next (fig. 6). From 0:22 to 1:07 Tina appears in Spotlight mode. The screen is filled with Tina in the bathroom washing their hands with a white bar of soap. The next set of four quotes are read by xtine, as we watch Tina perform hand washing: "Can we not contrive that he somehow wash himself a little, that he stink not so shrewdly?” (Boccaccio 149). “We are now close to a well, which is never without the pulley and a large bucket; ’tis but a step thither, and we will wash him out of hand” (Boccaccio 149). “Among the drawbacks of illness as matter for literature there is the poverty of the language” (Woolf 33). “English, which can express the thoughts of Hamlet and the tragedy of Lear, has no words for the shiver and the headache” (Woolf 34). Figure 6: Tina washes their hands at the sink with a white bar of soap. From 1:01 to 1:29 xtine thanks Tina, repeats the set-up phrase to John, and John announces that Renee Carmichael is the next performer. The spotlight shifts from Tina to xtine to Gallery View to Renee. From 1:29 to 2:00 Renee appears at their kitchen sink and washes their hands in Spotlight mode as Sabrina can be heard reading the following four quotes: “We’ve not seen anything of the sort before...” (Camus 6). “The truth is that everyone is bored, and devotes himself to cultivating habits” (Camus 1). “It becomes strange indeed that illness has not taken its place with love, battle, and jealousy among the prime themes of literature” (Woolf 32). “They determined to attach him to the rope, and lower him into the well, there to wash himself...” (Boccaccio 149). From 2:00 to 2:15 Sabrina thanks Renee, repeats the set-up phrase, and John announces “OK, next up, Leo”. From 2:00 to 2:07 we see Sabrina in Spotlight mode, at 2:07 to 2:15 participants are visible in Gallery View, and though this clip ends at 2:15, in the full-length documentation of the performance, Leo is next seen in the Spotlight. In this short clip, it is evident that the repetition of the performance directions sets the stage for our audience / guests / performers, who voluntarily came to this ELO virtual engagement without prior rehearsal. Cora and Henry, Tina, and Renee are prepared with the camera near their sinks and wash their hands for the complete duration of our reading. Tina and Renee (and all of our adult participants) are seen in the video wearing headphones or earbuds for their performance. Our directions did not advise this, but we were encouraged to see that the participants thought ahead about their technical engagement. We also did not advise participants to turn off the water while they were scrubbing their hands. If we were to restage the event, we would include this for water sustainability purposes. It should not be so surprising to us, but we are still amazed at how thoroughly all of our participants washed their hands. Clearly, our performers had watched the directions provided by the CDC for washing viral matter from our bodies. Conclusion Our original project A Kitchen of One’s Own had viewers peering into the recorded kitchen scenes of anonymous participants in person at The Photographers’ Gallery or through the gallery window on Ramillies Street in SoHo, London. Viewers watched the private actions of strangers in their kitchens while being presented with various texts. Some offered descriptions of sexual harassment in often famous professional kitchens and others, the meditations of women about the significance of creation in their home kitchen. This developed an exploration of the significance of women’s experience in place. While fewer people were able to visit the gallery installation, A Kitchen of One’s Own, in London due to the pandemic, many people viewed Epic Hand Washing in a Time of Lost Narrative online. Epic Hand Washing for Synchronous Participation put the audience in the domestic space while sharing the historic, traumatic experience of a pandemic, dislocated across time. It invited an entirely online audience to experience a live performance of hand washing at the sinks of strangers and friends, fully mediated through screens on both sides. Epic Hand Washing for Synchronous Participation did exactly what we named it to do—engage people in a live, synchronous elevation of a mundane human action in a personal, yet ubiquitous space to a work of art, while experiencing the asynchronous voices of people who had already lived through global pandemics. This iteration offered us the embodied experience we had originally envisioned for A Kitchen of One’s Own. As a result of the pandemic, people in technologically connected communities are intimately familiar with the online interactive public that was once the realm of digitally savvy producers and users. This reality thus broadens the audience for our online projects. Our previous browser-based art and archive project An Archive of Unnamed Women was largely visited at workshops and conference presentations that we hosted. In previous projects like The Laboring Self, which was installed at the DMA and in the lobby of the California State University, San Marcos library, we transformed library patrons into a participatory-art public. In a moment of transformation, Epic Hand Washing for Synchronous Participation reinvented the pedestrian action of hand washing, like turning an ordinary visit to the library into an encounter with art. Similarly, it reinvented the ubiquitous act of hand washing into a live-for-Zoom performance. We are intrigued by transformation, and this shows in the way we accompany a project though many different forms before moving on to something completely different; our work is iterative by nature. A Kitchen of One’s Own germinated from our project An Archive of Unnamed Women, which pairs images of unnamed women from the New York Public Library with textual selections from fiction by women about women (“Archive of Unnamed Women”). That project engaged the archive and sought to reclaim these women from the obscurity of history. A Kitchen of One's Own took us into the kitchen, exploring what it means for women to labour and create in kitchens, both in ease and amid the duress of sexism and sexual harassment, through videos paired with text. With the pandemic arising in the U.S. and Europe in Spring 2020, we were swept up into the shared confusion, and like so many, we sought to make sense of a moment so catastrophic. We turned to writers of the past who had endured plagues and epidemics to help us gain clarity, creating a video and text synthesis that again allows for speculative meaning-making through fortuitous pairings. Presently, we are evolving this project from pandemic to enlightenment, with an iteration that takes up as inspiration the Instructions for the Zen Cook by thirteenth century Zen Master Eihei Dōgen Zenji. Epic Hand Washing for Synchronous Participation is an iterative work arising from the tensions of a time in transformative upheaval. It was one way we sought to make sense and bring people together in a playful experience that was beyond easy understanding. References Boccaccio, Giovanni. The Decameron. Filippo and Bernardo Giunti: 1370-71. Coradella Collegiate Bookshelf Edition. <http://flc.ahnu.edu.cn/__local/7/E7/75/6AB8DEBA692DD0CF6790CA70701_26DE4EC2_17EED4.pdf?e=.pdf>. Burnham, Jack. “Problems of Criticism IX: Art and Technology.” ArtForum (Jan. 1971). <http://www.artforum.com/print/197101/problems-of-criticism-ix-art-and-technology-38921>. burrough, xtine, and Sabrina Starnaman. “Epic Hand Washing for Synchronous Participation.” Electronic Literature Organization Virtual Engagement Session. July 2020. <http://stars.library.ucf.edu/elo2020/live/events/12>. ———. “Excerpt of ELO Virtual Engagement, ‘Epic Hand Washing for Synchronous Participation’ (2:15).” Vimeo, 19 May 2021. <http://vimeo.com/xtineburrough/elo-zoom>. ———. The Laboring Self. Dallas Museum of Art Center for Creative Connections. Oct. 2017 to Jan. 2018. <http://dma.org/visit-center-creative-connections-community-projects/laboring-self>. ———. Epic Hand Washing in a Time of Lost Narratives: Text Dataset. Mar. 2020. <http://drive.google.com/file/d/1hSV-9l_ETTOruBpI-NCOChjuPtprlZue/view>. ———. An Archive of Unnamed Women. Browser-based project. Oct. 2019. <http://visiblewomen.net/unnamed-women/index.html>. burrough, xtine, and Sabrina Starnaman, with Technical Direction from Dale MacDonald. “A Kitchen of One’s Own.” The Photographers’ Gallery, 1-28 Oct. 2020. <http://thephotographersgallery.org.uk/akitchenofonesown>. ———. “Epic Hand Washing.” Vimeo. <https://vimeo.com/showcase/4611141>. Camus, Albert. The Plague. Gallimard, 1947. <http://antilogicalism.com/wp-content/uploads/2018/03/the-plague.pdf>. Woolf, Virginia. “On Being Ill.” The Criterion, 1926. <http://thenewcriterion1926.files.wordpress.com/2014/12/woolf-on-being-ill.pdf>.

The word “prosthetic” has its origins as a mathematical term. According to scholar Brandon W. Hawk, Plato uses the words prosthesis and prostithenai in Phaedo to mean "addition, add to, to place", and Aristotle uses it in a similar, algebraic sense in the Metaphysics. Later, as the word appears in classical Latin, it is used as a grammatical and rhetorical term, in the sense of a letter or syllable that is added on to a word, usually the addition of a syllable to the beginning of a word, hence pro-thesis (Hawk). This is the sense of the word that was “inherited … by early modern humanists”, says Hawk, but when it appears in Edward Phillips's The New World of English Words: Or, a General Dictionary (1706), we can see how, with advances in technology, it changes from a grammatical/linguistic term into a medical term. What was once word is now made flesh:Prosthesis, a Grammatical Figure, when a Letter or Syllable is added to the beginning of a Word, as Gnatus for natus, tetuli for tuli, &c. In Surgery, Prosthesis is taken for that which fills up what is wanting, as is to beseen in fistulous and hollow Ulcers, filled up with Flesh by that Art: Also themaking of artificial Legs and Arms, when the natural ones are lost.Hawk also points to P. Dionis in Course Chirurg (a 1710 textbook detailing the art of chirurgy, or surgery, as it’s known now), who uses the word to denote one type of surgical operation; that is, prosthesis becomes not a word, but an act that “adds what is deficient”, an act that repairs loss, that “fills up what is wanting”, that fills up what is “hollow”, that “fills up with flesh”. R. Brookes, in his Introduction to Physic and Surgery (1754), is the first to define prosthesis as both an act and also as a separate, material object; it is “an operation by which some instrument is added to supply the Defect of a Part which is wanting, either naturally or accidentally”. It is not until the twentieth century (1900, to be exact), though, that the word begins to refer solely to a device or object that is added on to somehow “supply the defect”, or fill up what which is “wanting”. So etymologically we move from the writer creating a new literary device, to the scientist/doctor acting in order to fix something, then back to the device again, this time as tangible object that fills a gap where there is lack and loss (Hawk).This is how we most often see the word, and so we have the notion of prosthetic used in this medicalised sense, as an "instrument", in relation to people with missing or disfunctional limbs. Having a prosthetic arm or leg in an ableist society instantly marks one as "missing" something, or being "disabled". Wheelchairs and other prosthetic accoutrements also serve as a metonymic shorthand for disability (an example of this might be how, on reserved parking spots in North America, the image on the sign is that of a person in a wheelchair). In the case of deaf people, who are also thought of as "disabled", but whose supposed disability is invisible, hearing aids and cochlear implants (CIs) serve as this kind of visible marker.* Like artificial limbs and wheelchairs, these "instruments" (they are actually called “hearing instruments” by audiologists) are sometimes added on to the purportedly “lacking” body. They are objects that “restore function to” the disabled deaf ear. As such, these devices, like wheelchairs and bionic arms, also serve as a shorthand in American culture, especially in film and visual media, where this kind of obvious, material symbolism is very helpful in efficiently driving narrative along. David L. Mitchell and Sharon T. Snyder call this kind of disability shorthand "narrative prosthesis". In their 2001 book of the same name, they demonstrate that disability and the markers of disability, far from being neglected or omitted (as has been claimed by critics like Sarah Ruiz-Grossman), actually appear in literature and film to the point where they are astonishingly pervasive. Unlike other identities who are vastly underrepresented, Mitchell and Snyder note, images of disability are almost constantly circulated in print and visual media (this is clearly demonstrated in older film studies such as John Schuchman's Hollywood Speaks and Martin Norden's Cinema of Isolation, as well). The reason that this happens, Mitchell and Snyder say, is because almost all narrative is structured around the idea of a flaw in the natural order, the resolution of that flaw, and the restoration of order. This flaw, they show, is more often than not represented by a disabled character or symbol. Disability, then, is a "crutch upon which literary narratives lean for their representational power, disruptive potentiality and analytical insight" (49). And, in the end, all narrative is thus dependent upon some type of disability used as a prosthetic, which serves not only to “fill in” lack, but also to restore and reinforce normalcy. They also state that concepts of, and characters with, disability are therefore used in literature and film primarily as “opportunist metaphorical device(s)” (205). Hearing aids and CIs are great examples of "opportunist" devices used on television and in movies, mostly as props or “add-ons” in visual narratives. This "adding on" is done, more often than not, to the detriment of providing a well rounded narrative about the lived experience of deaf people who use such devices on a daily basis. There are countless examples of this in American television shows and films (in an upward trend since 2000), including many police and crime dramas where a cochlear implant device-as-clue stands in for the dead victim’s identity (Kincheloe "Do Androids"). We see it in movies, most notably in 2018’s A Quiet Place, in which a CI is weaponized and used to defeat the alien monster/Other (as opposed to the deaf heroine doing it by herself) (Kincheloe "Tired Tropes"). In 2019's Toy Story 4, there is a non-signing child who we know is deaf because they wear a CI. In the 2019 animated Netflix series, Undone, the main character wears a CI, and it serves as one of several markers (for her and the viewer) of her possible psychological breakdown.It seems fairly obvious that literal prostheses such as hearing aids and CI devices are used as a form of media shorthand to connote hearing ideas of “deafness”. It also might seem obvious that, as props that reinforce mainstream, ableist narratives, they are there to tell us that, in the end, despite the aesthetic nervousness that disability produces, "things will be okay". It's "fixable". These are prosthetics that are easily identified and easily discussed, debated, and questioned.What is perhaps not so obvious, however, is that American Sign Language (ASL), is also used in media as a narrative prosthetic. Lennard Davis' discussion of Erving Goffman’s idea of “stigma” in Enforcing Normalcy supports the notion that sign language, like hearing aids, is a marker. When seen by the hearing, non-signing observer, sign language "stigmatizes" the signing deaf person (48). In this sense, ASL is, like a hearing aid, a tangible "sign" of deaf identity. I would then argue that ASL is, like hearing aids and CIs, used as a "narrative prosthesis" signifying deafness and disability; its insertion allows ableist narratives to be satisfyingly resolved. Even though ASL is not a static physical device, but a living language and an integral part of deaf lived experience, it is casually employed almost everywhere in media today as a cheap prop, and as such, serves narrative purposes that are not in the best interest of realistic deaf representation. Consider this example: On 13 April 2012, Sir Paul McCartney arranged for a special event at his daughter Stella McCartney’s ivy-covered store in West Hollywood. Stars and friends like Jane Fonda, Gwyneth Paltrow, Chris Martin, Quincy Jones, and Reese Witherspoon sipped cucumber margaritas and nibbled on a spread of vegetarian Mexican appetizers. Afterwards, McCartney took them all to a tent set up on the patio out back, where he proudly introduced a new video, directed by himself. This was the world premiere of the video for "My Valentine", a song from his latest (some might say oddly titled) album, Kisses from the Bottom, a song he had originally written for and sung to new wife Nancy Shevell, at their 2011 wedding.The video is very simply shot in black and white, against a plain grey backdrop. As it begins, the camera fades in on actor Natalie Portman, who is seated, wearing a black dress. She stares at the viewer intently, but with no expression. As McCartney’s voiced-over vocal begins, “What if it rained/We didn’t care…”, she suddenly starts to mouth the words, and using sign language. The lens backs up to a medium shot of her, then closes back in on a tight close up of just her hands signing “my valentine” on her chest. There is then a quick cut to actor Johnny Depp, who is sitting in a similar position, in front of a grey backdrop, staring directly at the camera, also with no expression. There is a fade back to Portman’s face, then to her body, a close up of her signing the word “appear”, and then a cut back to Depp. Now he starts signing. Unlike Portman, he does not mouth the words, but stares ahead, with no facial movement. There is then a series of jump cuts, back and forth, between shots of the two actors’ faces, eyes, mouths, hands. For the solo bridge, there is a closeup on Depp’s hands playing guitar – a cut to Portman’s face, looking down – then to her face with eyes closed as she listens. here is some more signing, we see Depp’s impassive face staring at us again, and then, at the end, the video fades out on Portman’s still figure, still gazing at us as well.McCartney told reporters that Stella had been the one to come up with the idea for using sign language in the video. According to the ASL sign language coach on the shoot, Bill Pugin, the choice to include it wasn’t that far-fetched: “Paul always has an interpreter on a riser with a spot for his concerts and Stella loves sign language, apparently” ("The Guy Who Taught Johnny Depp"). Perhaps she made the suggestion because the second stanza contains the words “I tell myself that I was waiting for a sign…” Regardless, McCartney advised her father to “ring Natalie up and just ask her if she will sign to your song”. Later realizing he wanted another person signing in the video, Paul McCartney asked Johnny Depp to join in, which he did. When asked why he chose those two actors, McCartney said, “Well, they’re just nice people, some friends from way back and they were just very kind to do it”. A week later, they all got together with cinematographer Wally Pfister, who filmed Inception and The Dark Knight, behind the camera. According to the official press release about the video, posted on McCartney’s website, the two actors then "translate[d] the lyrics of the song into sign language – each giving distinctly different performances, making ... compelling viewing" ("Paul McCartney Directs His Own"). The response to the video was quite positive; it immediately went viral on YouTube (the original posting of it got over 15 million views). The album made it to number five on the Billboard charts, with the single reaching number twenty. The album won a 2013 Grammy Award for Best Traditional Pop Vocal album, and the video Best Music Film (“Live Kisses”). McCartney chose to sing that particular song from the album on the award show itself, and four years later, he featured both the song and video as part of his 31 city tour, the 2017 One on One concert, in which he made four million dollars a city. All told the video has served McCartney quite well.But…For whom the sign language? And why? The video is not meant for deaf eyes. When viewed through a deaf lens, it is not, by any stretch of the imagination, “compelling”; it isn’t even comprehensible. It is so bad, in fact, that the video, though signed, is also captioned for the deaf and hard of hearing. To the untrained, “hearing” eye, the signing seems to be providing a “deaf translation” of what is being sung. But it is in fact a pantomime. The actors are quite literally “going through the motions”. One egregious example of this is how, at the end of the video, when Depp thinks he’s signing “valentine”. it looks like he's saying “fuck-heart” (several media sources politely reported that he’d signed “enemy”). Whatever he did, it’s not a sign. In response to criticism of his signing, Depp said nonchalantly, “Apparently, instead of ‘love' I might have said, ‘murder'” ("Johnny Depp Says"). That wasn’t the only point of confusion, though: the way Portman signs “then she appears” was misunderstood by some viewers to be the sign for “tampon”. She actually signed it correctly, but media sources from MTV.com, to the Washington Post, “signsplained” that she had just gotten a bit confused between ASL and BSL signs (even though the BSL for “appears” bears no resemblance to what she did, and the ASL for tampon, while using the same classifier, is also signed quite differently). Part of the problem, according to sign coach Pugin, was that he and Depp “had about fifteen minutes to work on the song. I signed the song for hours sitting on an apple box under the camera for Johnny to be able to peripherally see me for each take. I was his “human cue card”. Johnny’s signing turned out to be more theatrical and ‘abbreviated’ because of the time issue” ("The Guy Who Taught").Portman, perhaps taking more time to rehearse, does a better job, but “theatrical and abbreviated” indeed; the signing was just not good, despite Pugin's coaching. But to hearing eyes, it looks fine; it looks beautiful, it looks poignant and somehow mysterious. It looks the way sign language is “supposed” to look.Remember, the McCartney website claimed that the actors were “translating” the lyrics. Technically speaking, “translation” would mean that the sense of the words to the song were being rendered, fluently, from one language (English) into another (SL), for an audience receptive to the second language. In order to “translate”, the translator needs to be fluent in both of the languages involved. To be clear, what Depp and Portman were doing was not translation. They are hearing people, not fluent in sign language, acting like signers (something that happens with dismaying regularity in the entertainment industry). Depp, to his credit, knew he wasn’t “translating”, in fact, he said "I was only copying what the guy showed me”. “But”, he says, "it was a gas – sign language is apparently very interpretive. It's all kind of different" (italics mine) ("Johnny Depp Passes the Buck"). Other than maybe being an embellishment on that one line, “I tell myself that I was waiting for a sign…”, the sentiments of McCartney’s song have absolutely nothing to do with ASL or deaf people. And he didn’t purposefully place sign language in his video as a way to get his lyrics across to a deaf audience. He’s a musician; it is fairly certain that the thought of appealing to a deaf audience never entered his or his daughter’s mind. It is much more likely that he made the decision to use sign language because of its cool factor; its emo “novelty”. In other words, McCartney used sign language as a prop – as a way to make his song “different”, more “touching”, more emotionally appealing. Sign adds a je ne sais quoi, a little “something”, to the song. The video is a hearing person’s fantasy of what a signing person looks like, what sign language is, and what it does. McCartney used that fantasy, and the sentimentality that it evokes, to sell the song. And it worked. This attitude toward sign language, demonstrated by the careless editing of the video, Depp’s flippant remarks, and the overall attitude that if it’s wrong it’s no big deal, is one that is pervasive throughout the entertainment and advertising industries and indeed throughout American culture in the U.S. That is, there is this notion that sign language is “a gas”. It’s just a “different” thing. Not only is it “different”, but it is also a “thing”, a prop, a little exotic spice you throw into the pot. It is, in other words, a "narrative prosthesis", an "add-on". Once you see this, it becomes glaringly apparent that ASL is not viewed in mainstream American culture as the language of a group of people, but instead is widely used and commodified as a product. The most obvious form of commodification is in the thousands of ASL products, from Precious Moment figurines, to Baby Signing videos, to the ubiquitous “I LOVE YOU” sign seen on everything from coffee mugs to tee shirts, to Nike posters with “Just Do It” in fingerspelling. But the area in which the language is most often commodified (and perhaps most insidiously so) is in the entertainment industry, in visual media, where it is used by writers, directors and actors, not to present an accurate portrait of lived deaf experience and language, but to do what Paul McCartney did, that is, to insert it just to create a “different”, unique, mysterious, exotic, heartwarming spectacle. Far too often, this commodification of the language results in weirdly distorted representations of what deaf people and their language actually are. You can see this everywhere: ASL is a prominent narrative add-on in blockbuster films like the aforementioned A Quiet Place; it is used in the Oscar winning The Shape of Water, and in Wonderstruck, and Baby Driver as well; it is used in the indie horror film Hush; it is used in a lot of films with apes (the Planet of the Apes series and Rampage are two examples); it is displayed on television, mostly in police dramas, in various CSI programs, and in series like The Walking Dead and Castle Rock; it is used in commercials to hawk everything from Pepsi to hotel chains to jewelry to Hormel lunchmeat to fast food (Burger King, Chik Fil A); it is used and commented on in interpreted concerts and music videos and football halftime shows; it is used (often misused) in PSAs for hurricanes and police stops; it is used in social media, from vlogs to cochlear implant activation videos. You can find ASL seemingly everywhere; it is being inserted more and more into the cultural mainstream, but is not appearing as a language. It is used, nine times out of ten, as a decorative ornament, a narrative prop. When Davis discusses the hearing perception of ASL as a marker or visible stigma, he points out that the usual hearing response to observing such stigma is a combination of a Freudian attraction/repulsion (the dominant response being negative). Many times this repulsion results from the appeal to pathos, as in the commercials that show the poor isolated deaf person with the nice hearing person who is signing to them so that they can now be part of the world. The hearing viewer might think to themselves "oh, thank God I'm not deaf!"Davis notes that, in the end, it is not the signer who is the disabled one in this scenario (aside from the fact that many times a signing person is not in fact deaf). The hearing, non signing observer is actually the one “disabled” by their own reaction to the signing “other”. Not only that, but the rhetorical situation itself becomes “disabled”: there is discomfort – wariness of language – laughter – compulsive nervous talking – awkwardness – a desire to get rid of the object. This is a learned response. People habituated, Davis says, do not respond this way (12-13). While people might think that the hearing audience is becoming more and more habituated because ASL is everywhere, the problem is that people are being incorrectly habituated. More often than not, sign language, when enfolded into narratives about hearing people in hearing situations, is put into service as a prop that can mitigate such awkward moments of possible tension and conflict; it is a prosthetic that "fills the gap", allowing an interaction between hearing and deaf people that almost always allows for a positive, "happy" resolution, a return to "normalcy", the very purpose of the "narrative prosthetic" as posited by Mitchell and Snyder. Once we see how ASL is being employed in media mostly as a narrative prosthesis, we can, as Mitchell and Snyder suggest we do (what I hope this essay begins to do), and that is, to begin to “undo the quick repair of disability in mainstream representations and beliefs; to try to make the prosthesis show; to flaunt its imperfect supplementation as an illusion” (8). In other words, if we can scrutinize the shorthand, and dig deeper, seeing the prosthetic for what it is, all of this seemingly exploitative commodification of ASL will be a good thing. Maybe, in “habituating” people correctly, in widening both hearing people’s exposure to ASL and their understanding of its actual role in deaf lived experience, signing will become less of a prosthetic, an object of fetishistic fascination. Maybe hearing people, as they become used to seeing signing people in real signing situations, will be less likely to walk up to deaf people they don’t know and say things like: “Oh, your language is SO beautiful”, or say, “I know sign!” (then fingerspelling the alphabet with agonising slowness and inaccuracy while the deaf person nods politely). However, if the use of ASL as a prosthetic in popular culture and visual media continues to go on unexamined and unquestioned, it will just continue to trivialise a living, breathing language. This trivialisation can in turn continue to reduce the lived experiences of deaf people to a sort of caricature, further reinforcing the negative representations of deaf people in America that are already in place, stereotypes that we have been trying to escape for over 200 years. Note* The word "deaf" is used in this article to denote the entire range of individuals with various hearing losses and language preferences, including Deaf persons and hard of hearing persons, etc. For more on these distinctions please refer to the website entry on this published by the National Association of the Deaf (NAD).ReferencesDavis, Lennard. Enforcing Normalcy. New York: Verso, 1995."The Guy Who Taught Johnny Depp and Natalie Portman Sign Language." Intimate Excellent: The Fountain Theater Blog. 18 Mar. 2012. <https://intimateexcellent.com/2012/04/18/the-guy-who-taught-johnny-depp-and-natalie-portman-sign-language-in-mccartney-video/>.Fitzgerald, Roisin. "Johnny Depp Says Sign Language Mishap Isn't His Fault." HiddenHearing Blog 14 Apr. 2012. <https://hiddenhearingireland.wordpress.com/2012/05/29/johnny-depp-says-sign-language-mishap-isnt-his-fault/>.Hawk, Brandon W. “Prosthesis: From Grammar to Medicine in the Earliest History of the Word.” Disability Studies Quarterly 38.4 (2018).McCartney, Paul. "My Valentine." YouTube 13 Apr. 2012.McGinnis, Sara. "Johnny Depp Passes the Buck on Sign Language Snafu." sheknows.com 10 May 2012. <https://www.sheknows.com/entertainment/articles/959949/johnny-depp-passes-the-buck-on-sign-language-snafu/>.Miller, Julie. "Paul McCartney on Directing Johnny Depp and Natalie Portman." Vanity Fair 14 Apr. 2012. <https://www.vanityfair.com/style/2012/04/paul-mccartney-johnny-depp-natalie-portman-my-valentine-music-video-gwyneth-paltrow>.Mitchell, David T., and Sharon L. Snyder. Narrative Prosthesis: Disabilities and the Dependencies of Discourse. Ann Arbor: U of Michigan P. 2000.Norden, Martin. F. The Cinema of Isolation: A History of Physical Disability in Movies. Rutgers UP: 1994."Paul McCartney Directs His Own My Valentine Video." paulmccartney.com 14 Apr. 2012. <https://www.paulmccartney.com/news-blogs/news/paul-mccartney-directs-his-own-my-valentine-videos-featuring-natalie-portman-and>.Ruiz-Grossman, Sarah. "Disability Representation Is Seriously Lacking in Television and the Movies: Report." Huffington Post 27 Mar. 2019. <https://www.huffpost.com/entry/disability-representation-movies-tv_n_5c9a7b85e4b07c88662cabe7>.Schuchman, J.S. Hollywood Speaks: Deafness and the Film Entertainment Industry. U Illinois P, 1999.

IntroductionIn this article, I set out to accomplish two tasks. The first is to map coffee and cafés in Mainland China in different historical periods. The second is to focus on coffee and cafés in the socio-cultural milieu of contemporary China in order to understand the symbolic value of the emerging coffee/café-scape. Cafés, rather than coffee, are at the centre of this current trend in contemporary Chinese cities. With instant coffee dominating as a drink, the Chinese have developed a cultural and social demand for cafés, but have not yet developed coffee palates. Historical Coffee Map In 1901, coffee was served in a restaurant in the city of Tianjin. This restaurant, named Kiessling, was run by a German chef, a former solider who came to China with the eight-nation alliance. At that time, coffee was reserved mostly for foreign politicians and military officials as well as wealthy businessmen—very few ordinary Chinese drank it. (For more history of Kiessling, including pictures and videos, see Kiessling). Another group of coffee consumers were from the cultural elites—the young revolutionary intellectuals and writers with overseas experience. It was almost a fashion among the literary elite to spend time in cafés. However, this was negatively judged as “Western” and “bourgeois.” For example, in 1932, Lu Xun, one of the most important twentieth century Chinese writers, commented on the café fashion during 1920s (133-36), and listed the reasons why he would not visit one. He did not drink coffee because it was “foreigners’ food”, and he was too busy writing for the kind of leisure enjoyed in cafés. Moreover, he did not, he wrote, have the nerve to go to a café, and particularly not the Revolutionary Café that was popular among cultural celebrities at that time. He claimed that the “paradise” of the café was for genius, and for handsome revolutionary writers (who he described as having red lips and white teeth, whereas his teeth were yellow). His final complaint was that even if he went to the Revolutionary Café, he would hesitate going in (Lu Xun 133-36). From Lu Xun’s list, we can recognise his nationalism and resistance to what were identified as Western foods and lifestyles. It is easy to also feel his dissatisfaction with those dilettante revolutionary intellectuals who spent time in cafés, talking and enjoying Western food, rather than working. In contrast to Lu Xun’s resistance to coffee and café culture, another well-known writer, Zhang Ailing, frequented cafés when she lived in Shanghai from the 1920s to 1950s. She wrote about the smell of cakes and bread sold in Kiessling’s branch store located right next to her parents’ house (Yuyue). Born into a wealthy family, exposed to Western culture and food at a very young age, Zhang Ailing liked to spend her social and writing time in cafés, ordering her favourite cakes, hot chocolate, and coffee. When she left Shanghai and immigrated to the USA, coffee was an important part of her writing life: the smell and taste reminding her of old friends and Shanghai (Chunzi). However, during Zhang’s time, it was still a privileged and elite practice to patronise a café when these were located in foreign settlements with foreign chefs, and served mainly foreigners, wealthy businessmen, and cultural celebrities. After 1949, when the Chinese Communist Party established the People’s Republic of China, until the late 1970s, there were no coffee shops in Mainland China. It was only when Deng Xiaoping suggested neo-liberalism as a so-called “reform-and-open-up” economic policy that foreign commerce and products were again seen in China. In 1988, ten years after the implementation of Deng Xiaoping’s policy, the Nestlé coffee company made the first inroads into the mainland market, featuring homegrown coffee beans in Yunnan province (China Beverage News; Dong; ITC). Nestlé’s bottled instant coffee found its way into the Chinese market, avoiding a direct challenge to the tea culture. Nestlé packaged its coffee to resemble health food products and marketed it as a holiday gift suitable for friends and relatives. As a symbol of modernity and “the West”, coffee-as-gift meshed with the traditional Chinese cultural custom that values gift giving. It also satisfied a collective desire for foreign products (and contact with foreign cultures) during the economic reform era. Even today, with its competitively low price, instant coffee dominates coffee consumption at home, in the workplace, and on Chinese airlines. While Nestlé aimed their product at native Chinese consumers, the multinational companies who later entered China’s coffee market, such as Sara Lee, mainly targeted international hotels such as IHG, Marriott, and Hyatt. The multinationals also favoured coffee shops like Kommune in Shanghai that offered more sophisticated kinds of coffee to foreign consumers and China’s upper class (Byers). If Nestlé introduced coffee to ordinary Chinese families, it was Starbucks who introduced the coffee-based “third space” to urban life in contemporary China on a signficant scale. Differing from the cafés before 1949, Starbucks stores are accessible to ordinary Chinese citizens. The first in Mainland China opened in Beijing’s China World Trade Center in January 1999, targeting mainly white-collar workers and foreigners. Starbucks coffee shops provide a space for informal business meetings, chatting with friends, and relaxing and, with its 500th store opened in 2011, dominate the field in China. Starbucks are located mainly in the central business districts and airports, and the company plans to have 1,500 sites by 2015 (Starbucks). Despite this massive presence, Starbucks constitutes only part of the café-scape in contemporary Chinese cities. There are two other kinds of cafés. One type is usually located in universities or residential areas and is frequented mainly by students or locals working in cultural professions. A representative of this kind is Sculpting in Time Café. In November 1997, two years before the opening of the first Starbucks in Beijing, two newlywed college graduates opened the first small Sculpting in Time Café near Beijing University’s East Gate. This has been expanded into a chain, and boasts 18 branches on the Mainland. (For more about its history, see Sculpting in Time Café). Interestingly, both Starbucks and Sculpting in Time Café acquired their names from literature, Starbucks from Moby Dick, and Sculpting in Time from the Russian filmmaker Andrei Tarkovsky’s film diary of the same name. For Chinese students of literature and the arts, drinking coffee is less about acquiring more energy to accomplish their work, and more about entering a sensual world, where the aroma of coffee mixes with the sounds from the coffee machine and music, as well as the lighting of the space. More importantly, cafés with this ambience become, in themselves, cultural sites associated with literature, films, and music. Owners of this kind of café are often lovers of foreign literatures, films, and cultures, and their cafés host various cultural events, including forums, book clubs, movie screenings, and music clubs. Generally speaking, coffee served in this kind of café is simpler than in the kind discussed below. This third type of café includes those located in tourist and entertainment sites such as art districts, bar areas, and historical sites, and which are frequented by foreign and native tourists, artists and other cultural workers. If Starbucks cultivates a fast-paced business/professional atmosphere, and Sculpting in Time Cafés an artsy and literary atmosphere, this third kind of café is more like an upscale “bar” with trained baristas serving complicated coffees and emphasising their flavour. These coffee shops are more expensive than the other kinds, with an average price three times that of Starbucks. Currently, cafés of this type are found only in “first-tier” cities and usually located in art districts and tourist areas—such as Beijing’s 798 Art District and Nanluo Guxiang, Shanghai’s Tai Kang Road (a.k.a. “the art street”), and Hangzhou’s Westlake area. While Nestlé and Starbucks use coffee beans grown in Yunnan provinces, these “art cafés” are more inclined to use imported coffee beans from suppliers like Sara Lee. Coffee and Cafés in Contemporary China After just ten years, there are hundreds of cafés in Chinese cities. Why has there been such a demand for coffee or, more accurately, cafés, in such a short period of time? The first reason is the lack of “third space” environments in Mainland China. Before cafés appeared in the late 1990s, stores like KFC (which opened its first store in 1987) and McDonald’s (with its first store opened in 1990) filled this role for urban residents, providing locations where customers could experience Western food, meet friends, work, or read. In fact, KFC and McDonald’s were once very popular with college students looking for a place to study. Both stores had relatively clean food environments and good lighting. They also had air conditioning in the summer and heating in the winter, which are not provided in most Chinese university dormitories. However, since neither chain was set up to be a café and customers occupying seats for long periods while ordering minimal amounts of food or drink affected profits, staff members began to indirectly ask customers to leave after dining. At the same time, as more people were able to afford to eat at KFC and McDonald’s, their fast foods were also becoming more and more popular, especially among young people. As a consequence, both types of chain restaurant were becoming noisy and crowded and, thus, no longer ideal for reading, studying, or meeting with friends. Although tea has been a traditional drink in Chinese culture, traditional teahouses were expensive places more suitable for business meetings or for the cultural or intellectual elite. Since almost every family owns a tea set and can readily purchase tea, friends and family would usually make and consume tea at home. In recent years, however, new kinds of teahouses have emerged, similar in style to cafés, targeting the younger generation with more affordable prices and a wider range of choices, so the lack of a “third space” does not fully explain the café boom. Another factor affecting the popularity of cafés has been the development and uptake of Internet technology, including the increasing use of laptops and wireless Internet in recent years. The Internet has been available in China since the late 1990s, while computers and then laptops entered ordinary Chinese homes in the early twenty-first century. The IT industry has created not only a new field of research and production, but has also fostered new professions and demands. Particularly, in recent years in Mainland China, a new socially acceptable profession—freelancing in such areas as graphic design, photography, writing, film, music, and the fashion industry—has emerged. Most freelancers’ work is computer- and Internet-based. Cafés provide suitable working space, with wireless service, and the bonus of coffee that is, first of all, somatically stimulating. In addition, the emergence of the creative and cultural industries (which are supported by the Chinese government) has created work for these freelancers and, arguably, an increasing demand for café-based third spaces where such people can meet, talk and work. Furthermore, the flourishing of cafés in first-tier cities is part of the “aesthetic economy” (Lloyd 24) that caters to the making and selling of lifestyle experience. Alongside foreign restaurants, bars, galleries, and design firms, cafés contribute to city branding, and link a city to the global urban network. Cafés, like restaurants, galleries and bars, provide a space for the flow of global commodities, as well as for the human flow of tourists, travelling artists, freelancers, and cultural specialists. Finally, cafés provide a type of service that contributes to friendly owner/waiter-customer relations. During the planned-economy era, most stores and hotels in China were State-owned, staff salaries were not related to individual performance, and indifferent (and even unfriendly) service was common. During the economic reform era, privately owned stores and shops began to replace State-owned ones. At the same time, a large number of people from the countryside flowed into the cities seeking opportunities. Most had little if any professional training and so could only find work in factories or in the service industry. However, most café employees are urban, with better educational backgrounds, and many were already familiar with coffee culture. In addition, café owners, particularly those of places like Sculpting in Time Cafe, often invest in creating a positive, community atmosphere, learning about their customers and sharing personal experiences with their regular clients. This leads to my next point—the generation of the 1980s’ need for a social community. Cafés’ Symbolic Value—Community A demand for a sense of community among the generation of the 1980s is a unique socio-cultural phenomenon in China, which paradoxically co-exists with their desire for individualism. Mao Zedong started the “One Child Policy” in 1979 to slow the rapid population growth in China, and the generations born under this policy are often called “the lonely generations,” with both parents working full-time. At the same time, they are “the generation of me,” labelled as spoiled, self-centred, and obsessed with consumption (de Kloet; Liu; Rofel; Wang). The individuals of this generation, now aged in their 20s and 30s, constitute the primary consumers of coffee in China. Whereas individualism is an important value to them, a sense of community is also desirable in order to compensate for their lack of siblings. Furthermore, the 1980s’ generation has also benefitted from the university expansion policy implemented in 1999. Since then, China has witnessed a surge of university students and graduates who not only received scientific and other course-based knowledge, but also had a better chance to be exposed to foreign cultures through their books, music, and movies. With this interesting tension between individualism and collectivism, the atmosphere provided by cafés has fostered a series of curious temporary communities built on cultural and culinary taste. Interestingly, it has become an aspiration of many young college students and graduates to open a community-space style café in a city. One of the best examples is the new Henduoren’s (Many People’s) Café. This was a project initiated by Wen Erniu, a recent college graduate who wanted to open a café in Beijing but did not have sufficient funds to do so. She posted a message on the Internet, asking people to invest a minimum of US$316 to open a café with her. With 78 investors, the café opened in September 2011 in Beijing (see pictures of Henduoren’s Café). In an interview with the China Daily, Wen Erniu stated that, “To open a cafe was a dream of mine, but I could not afford it […] We thought opening a cafe might be many people’s dream […] and we could get together via the Internet to make it come true” (quoted in Liu 2011). Conclusion: Café Culture and (Instant) Coffee in China There is a Chinese saying that, if you hate someone—just persuade him or her to open a coffee shop. Since cafés provide spaces where one can spend a relatively long time for little financial outlay, owners have to increase prices to cover their expenses. This can result in fewer customers. In retaliation, cafés—particularly those with cultural and literary ambience—host cultural events to attract people, and/or they offer food and wine along with coffee. The high prices, however, remain. In fact, the average price of coffee in China is often higher than in Europe and North America. For example, a medium Starbucks’ caffè latte in China averaged around US$4.40 in 2010, according to the price list of a Starbucks outlet in Shanghai—and the prices has recently increased again (Xinhua 2012). This partially explains why instant coffee is still so popular in China. A bag of instant Nestlé coffee cost only some US$0.25 in a Beijing supermarket in 2010, and requires only hot water, which is accessible free almost everywhere in China, in any restaurant, office building, or household. As an habitual, addictive treat, however, coffee has not yet become a customary, let alone necessary, drink for most Chinese. Moreover, while many, especially those of the older generations, could discern the quality and varieties of tea, very few can judge the quality of the coffee served in cafés. As a result, few Mainland Chinese coffee consumers have a purely somatic demand for coffee—craving its smell or taste—and the highly sweetened and creamed instant coffee offered by companies like Nestlé or Maxwell has largely shaped the current Chinese palate for coffee. Ben Highmore has proposed that “food spaces (shops, restaurants and so on) can be seen, for some social agents, as a potential space where new ‘not-me’ worlds are encountered” (396) He continues to expand that “how these potential spaces are negotiated—the various affective registers of experience (joy, aggression, fear)—reflect the multicultural shapes of a culture (its racism, its openness, its acceptance of difference)” (396). Cafés in contemporary China provide spaces where one encounters and constructs new “not-me” worlds, and more importantly, new “with-me” worlds. While café-going communicates an appreciation and desire for new lifestyles and new selves, it can be hoped that in the near future, coffee will also be appreciated for its smell, taste, and other benefits. Of course, it is also necessary that future Chinese coffee consumers also recognise the rich and complex cultural, political, and social issues behind the coffee economy in the era of globalisation. References Byers, Paul [former Managing Director, Sara Lee’s Asia Pacific]. Pers. comm. Apr. 2012. China Beverage News. “Nestlé Acquires 70% Stake in Chinese Mineral Water Producer.” (2010). 31 Mar. 2012 ‹http://chinabevnews.wordpress.com/2010/02/21/nestle-acquires-70-stake-in-chinese-mineral-water-producer›. Chunzi. 张爱玲地图[The Map of Eileen Chang]. 汉语大词典出版 [Hanyu Dacidian Chubanshe], 2003. de Kloet, Jeroen. China with a Cut: Globalization, Urban Youth and Popular Music. Amsterdam: Amsterdam UP, 2010. Dong, Jonathan. “A Caffeinated Timeline: Developing Yunnan’s Coffee Cultivation.” China Brief (2011): 24-26. Highmore, Ben. “Alimentary Agents: Food, Cultural Theory and Multiculturalism.” Journal of Intercultural Studies, 29.4 (2008): 381-98. ITC (International Trade Center). The Coffee Sector in China: An Overview of Production, Trade And Consumption, 2010. Liu, Kang. Globalization and Cultural Trends in China. Honolulu: University of Hawai’i Press, 2004. Liu, Zhihu. “From Virtual to Reality.” China Daily (Dec. 2011) 31 Mar. 2012 ‹http://www.chinadaily.com.cn/life/2011-12/26/content_14326490.htm›. Lloyd, Richard. Neobohemia: Art and Commerce in the Postindustrial City. London: Routledge, 2006. Lu, Xun. “Geming Kafei Guan [Revolutionary Café]”. San Xian Ji. Taibei Shi: Feng Yun Shi Dai Chu Ban Gong Si: Fa Xing Suo Xue Wen Hua Gong Si, Mingguo 78 (1989): 133-36. Rofel, Lisa. Desiring China: Experiments in Neoliberalism, Sexuality, and Public Culture. Durham and London: Duke UP, 2007: 1-30. “Starbucks Celebrates Its 500th Store Opening in Mainland China.” Starbucks Newsroom (Oct. 2011) 31 Mar. 2012. ‹http://news.starbucks.com/article_display.cfm?article_id=580›. Wang, Jing. High Culture Fever: Politics, Aesthetics, and Ideology in Deng’s China. Berkeley, Los Angeles, London: U of California P, 1996. Xinhua. “Starbucks Raises Coffee Prices in China Stores.” Xinhua News (Jan. 2012). 31 Mar. 2012 ‹http://news.xinhuanet.com/english/china/2012-01/31/c_131384671.htm›. Yuyue. Ed. “On the History of the Western-Style Restaurants: Aileen Chang A Frequent Customer of Kiessling.” China.com.cn (2010). 31 Mar. 2012 ‹http://www.china.com.cn/culture/txt/2010-01/30/content_19334964.htm›.

In the contemporary era, media spectacle organizes and mobilizes economic life, political conflict, social interactions, culture, and everyday life. My recently published book Media Spectacle explores a profusion of developments in hi-tech culture, media-driven society, and spectacle politics. Spectacle culture involves everything from film and broadcasting to Internet cyberculture and encompasses phenomena ranging from elections to terrorism and to the media dramas of the moment. For ‘Logo’, I am accordingly sketching out briefly a terrain I probe in detail in the book from which these examples are taken.1 During the past decades, every form of culture and significant forms of social life have become permeated by the logic of the spectacle. Movies are bigger and more spectacular than ever, with high-tech special effects expanding the range of cinematic spectacle. Television channels proliferate endlessly with all-day movies, news, sports, specialty niches, re-runs of the history of television, and whatever else can gain an audience. The rock spectacle reverberates through radio, television, CDs, computers networks, and extravagant concerts. The Internet encircles the world in the spectacle of an interactive and multimedia cyberculture. Media culture excels in creating megaspectacles of sports championships, political conflicts, entertainment, "breaking news" and media events, such as the O.J. Simpson trial, the Death of Princess Diana, or the sex or murder scandal of the moment. Megaspectacle comes as well to dominate party politics, as the political battles of the day, such as the Clinton sex scandals and impeachment, the 36 Day Battle for the White House after Election 2000, and the September 11 terrorist attacks and subsequent Terror War. These dramatic media passion plays define the politics of the time, and attract mass audiences to their programming, hour after hour, day after day. The concept of "spectacle" derives from French Situationist theorist Guy Debord's 1972 book Society of the Spectacle. "Spectacle," in Debord's terms, "unifies and explains a great diversity of apparent phenomena" (Debord 1970: #10). In one sense, it refers to a media and consumer society, organized around the consumption of images, commodities, and spectacles. Spectacles are those phenomena of media culture which embody contemporary society's basic values, and dreams and nightmares, putting on display dominant hopes and fears. They serve to enculturate individuals into its way of life, and dramatize its conflicts and modes of conflict resolution. They include sports events, political campaigns and elections, and media extravaganzas like sensational murder trials, or the Bill Clinton sex scandals and impeachment spectacle (1998-1999). As we enter a new millennium, the media are becoming ever more technologically dazzling and are playing an increasingly central role in everyday life. Under the influence of a postmodern image culture, seductive spectacles fascinate the denizens of the media and consumer society and involve them in the semiotics of a new world of entertainment, information, a semiotics of a new world of entertainment, information, and drama, which deeply influence thought and action. For Debord: "When the real world changes into simple images, simple images become real beings and effective motivations of a hypnotic behavior. The spectacle as a tendency to make one see the world by means of various specialized mediations (it can no longer be grasped directly), naturally finds vision to be the privileged human sense which the sense of touch was for other epochs; the most abstract, the most mystifiable sense corresponds to the generalized abstraction of present day society" (#18). Today, however, I would maintain it is the multimedia spectacle of sight, sound, touch, and, coming to you soon, smell that constitutes the multidimensional sense experience of the new interactive spectacle. For Debord, the spectacle is a tool of pacification and depoliticization; it is a "permanent opium war" (#44) which stupefies social subjects and distracts them from the most urgent task of real life -- recovering the full range of their human powers through creative praxis. The concept of the spectacle is integrally connected to the concept of separation and passivity, for in passively consuming spectacles, one is separated from actively producing one's life. Capitalist society separates workers from the products of their labor, art from life, and consumption from human needs and self-directing activity, as individuals passively observe the spectacles of social life from within the privacy of their homes (#25 and #26). The situationist project by contrast involved an overcoming of all forms of separation, in which individuals would directly produce their own life and modes of self-activity and collective practice. Since Debord's theorization of the society of the spectacle in the 1960s and 1970s, spectacle culture has expanded in every area of life. In the culture of the spectacle, commercial enterprises have to be entertaining to prosper and as Michael J. Wolf (1999) argues, in an "entertainment economy," business and fun fuse, so that the E-factor is becoming major aspect of business.2 Via the "entertainmentization" of the economy, television, film, theme parks, video games, casinos, and so forth become major sectors of the national economy. In the U.S., the entertainment industry is now a $480 billion industry, and consumers spend more on having fun than on clothes or health care (Wolf 1999: 4).3 In a competitive business world, the "fun factor" can give one business the edge over another. Hence, corporations seek to be more entertaining in their commercials, their business environment, their commercial spaces, and their web sites. Budweiser ads, for instance, feature talking frogs who tell us nothing about the beer, but who catch the viewers' attention, while Taco Bell deploys a talking dog, and Pepsi uses Star Wars characters. Buying, shopping, and dining out are coded as an "experience," as businesses adopt a theme-park style. Places like the Hard Rock Cafe and the House of Blues are not renowned for their food, after all; people go there for the ambience, to buy clothing, and to view music and media memorabilia. It is no longer good enough just to have a web site, it has to be an interactive spectacle, featuring not only products to buy, but music and videos to download, games to play, prizes to win, travel information, and "links to other cool sites." To succeed in the ultracompetitive global marketplace, corporations need to circulate their image and brand name so business and advertising combine in the promotion of corporations as media spectacles. Endless promotion circulates the McDonald’s Golden Arches, Nike’s Swoosh, or the logos of Apple, Intel, or Microsoft. In the brand wars between commodities, corporations need to make their logos or “trademarks” a familiar signpost in contemporary culture. Corporations place their logos on their products, in ads, in the spaces of everyday life, and in the midst of media spectacles like important sports events, TV shows, movie product placement, and wherever they can catch consumer eyeballs, to impress their brand name on a potential buyer. Consequently, advertising, marketing, public relations and promotion are an essential part of commodity spectacle in the global marketplace. Celebrity too is manufactured and managed in the world of media spectacle. Celebrities are the icons of media culture, the gods and goddesses of everyday life. To become a celebrity requires recognition as a star player in the field of media spectacle, be it sports, entertainment, or politics. Celebrities have their handlers and image managers to make sure that their celebrities continue to be seen and positively perceived by publics. Just as with corporate brand names, celebrities become brands to sell their Madonna, Michael Jordan, Tom Cruise, or Jennifer Lopez product and image. In a media culture, however, celebrities are always prey to scandal and thus must have at their disposal an entire public relations apparatus to manage their spectacle fortunes, to make sure their clients not only maintain high visibility but keep projecting a positive image. Of course, within limits, “bad” and transgressions can also sell and so media spectacle contains celebrity dramas that attract public attention and can even define an entire period, as when the O.J. Simpson murder trials and Bill Clinton sex scandals dominated the media in the mid and late 1990s. Entertainment has always been a prime field of the spectacle, but in today's infotainment society, entertainment and spectacle have entered into the domains of the economy, politics, society, and everyday life in important new ways. Building on the tradition of spectacle, contemporary forms of entertainment from television to the stage are incorporating spectacle culture into their enterprises, transforming film, television, music, drama, and other domains of culture, as well as producing spectacular new forms of culture such as cyberspace, multimedia, and virtual reality. For Neil Gabler, in an era of media spectacle, life itself is becoming like a movie and we create our own lives as a genre like film, or television, in which we become "at once performance artists in and audiences for a grand, ongoing show" (1998: 4). On Gabler’s view, we star in our own "lifies," making our lives into entertainment acted out for audiences of our peers, following the scripts of media culture, adopting its role models and fashion types, its style and look. Seeing our lives in cinematic terms, entertainment becomes for Gabler "arguably the most pervasive, powerful and ineluctable force of our time--a force so overwhelming that it has metastasized into life" to such an extent that it is impossible to distinguish between the two (1998: 9). As Gabler sees it, Ralph Lauren is our fashion expert; Martha Stewart designs our sets; Jane Fonda models our shaping of our bodies; and Oprah Winfrey advises us on our personal problems.4 Media spectacle is indeed a culture of celebrity who provide dominant role models and icons of fashion, look, and personality. In the world of spectacle, celebrity encompasses every major social domain from entertainment to politics to sports to business. An ever-expanding public relations industry hypes certain figures, elevating them to celebrity status, and protects their positive image in the never-ending image wars and dangers that a celebrity will fall prey to the machinations of negative-image and thus lose celebrity status, and/or become figures of scandal and approbation, as will some of the players and institutions that I examine in Media Spectacle (Kellner 2003). Sports has long been a domain of the spectacle with events like the Olympics, World Series, Super Bowl, World Soccer Cup, and NBA championships attracting massive audiences, while generating sky-high advertising rates. These cultural rituals celebrate society's deepest values (i.e. competition, winning, success, and money), and corporations are willing to pay top dollar to get their products associated with such events. Indeed, it appears that the logic of the commodity spectacle is inexorably permeating professional sports which can no longer be played without the accompaniment of cheerleaders, giant mascots who clown with players and spectators, and raffles, promotions, and contests that feature the products of various sponsors. Sports stadiums themselves contain electronic reproduction of the action, as well as giant advertisements for various products that rotate for maximum saturation -- previewing environmental advertising in which entire urban sites are becoming scenes to boost consumption spectacles. Arenas, like the United Center in Chicago, America West Arena in Phoenix, on Enron Field in Houston are named after corporate sponsors. Of course, after major corporate scandals or collapse, like the Enron spectacle, the ballparks must be renamed! The Texas Ranger Ballpark in Arlington, Texas supplements its sports arena with a shopping mall, office buildings, and a restaurant in which for a hefty price one can watch the athletic events while eating and drinking.5 The architecture of the Texas Rangers stadium is an example of the implosion of sports and entertainment and postmodern spectacle. A man-made lake surrounds the stadium, the corridor inside is modeled after Chartes Cathedral, and the structure is made of local stone that provides the look of the Texas Capitol in Austin. Inside there are Texas longhorn cattle carvings, panels of Texas and baseball history, and other iconic signifiers of sports and Texas. The merging of sports, entertainment, and local spectacle is now typical in sports palaces. Tropicana Field in Tampa Bay, Florida, for instance, "has a three-level mall that includes places where 'fans can get a trim at the barber shop, do their banking and then grab a cold one at the Budweiser brew pub, whose copper kettles rise three stories. There is even a climbing wall for kids and showroom space for car dealerships'" (Ritzer 1998: 229). Film has long been a fertile field of the spectacle, with "Hollywood" connoting a world of glamour, publicity, fashion, and excess. Hollywood film has exhibited grand movie palaces, spectacular openings with searchlights and camera-popping paparazzi, glamorous Oscars, and stylish hi-tech film. While epic spectacle became a dominant genre of Hollywood film from early versions of The Ten Commandments through Cleopatra and 2001 in the 1960s, contemporary film has incorporated the mechanics of spectacle into its form, style, and special effects. Films are hyped into spectacle through advertising and trailers which are ever louder, more glitzy, and razzle-dazzle. Some of the most popular films of the late 1990s were spectacle films, including Titanic, Star Wars -- Phantom Menace, Three Kings, and Austin Powers, a spoof of spectacle, which became one of the most successful films of summer 1999. During Fall 1999, there was a cycle of spectacles, including Topsy Turvy, Titus, Cradle Will Rock, Sleepy Hollow, The Insider, and Magnolia, with the latter featuring the biblical spectacle of the raining of frogs in the San Fernando Valley, in an allegory of the decadence of the entertainment industry and deserved punishment for its excesses. The 2000 Academy Awards were dominated by the spectacle Gladiator, a mediocre film that captured best picture award and best acting award for Russell Crowe, thus demonstrating the extent to which the logic of the spectacle now dominates Hollywood film. Some of the most critically acclaimed and popular films of 2001 are also hi-tech spectacle, such as Moulin Rouge, a film spectacle that itself is a delirious ode to spectacle, from cabaret and the brothel to can-can dancing, opera, musical comedy, dance, theater, popular music, and film. A postmodern pastiche of popular music styles and hits, the film used songs and music ranging from Madonna and the Beatles to Dolly Parton and Kiss. Other 2001 film spectacles include Pearl Harbor, which re-enacts the Japanese attack on the U.S. that propelled the country to enter World War II, and that provided a ready metaphor for the September 11 terror attacks. Major 2001 film spectacles range from David Lynch’s postmodern surrealism in Mulholland Drive to Steven Spielberg’s blending of his typically sentimental spectacle of the family with the formalist rigor of Stanley Kubrick in A.I. And the popular 2001 military film Black-Hawk Down provided a spectacle of American military heroism which some critics believed sugar-coated the actual problems with the U.S. military intervention in Somalia, causing worries that a future U.S. adventure by the Bush administration and Pentagon would meet similar problems. There were reports, however, that in Somalian cinemas there were loud cheers as the Somalians in the film shot down the U.S. helicopter, and pursued and killed American soldiers, attesting to growing anti-American sentiment in the Muslim world against Bush administration policies. Television has been from its introduction in the 1940s a promoter of consumption spectacle, selling cars, fashion, home appliances, and other commodities along with consumer life-styles and values. It is also the home of sports spectacle like the Super Bowl or World Series, political spectacles like elections (or more recently, scandals), entertainment spectacle like the Oscars or Grammies, and its own spectacles like breaking news or special events. Following the logic of spectacle entertainment, contemporary television exhibits more hi-tech glitter, faster and glitzier editing, computer simulations, and with cable and satellite television, a fantastic array of every conceivable type of show and genre. TV is today a medium of spectacular programs like The X-Files or Buffy, the Vampire Slayer, and spectacles of everyday life such as MTV's The Real World and Road Rules, or the globally popular Survivor and Big Brother series. Real life events, however, took over TV spectacle in 2000-2001 in, first, an intense battle for the White House in a dead-heat election, that arguably constitutes one of the greatest political crimes and scandals in U.S. history (see Kellner 2001). After months of the Bush administration pushing the most hardright political agenda in memory and then deadlocking as the Democrats took control of the Senate in a dramatic party re-affiliation of Vermont’s Jim Jeffords, the world was treated to the most horrifying spectacle of the new millennium, the September 11 terror attacks and unfolding Terror War that has so far engulfed Afghanistan and Iraq. These events promise an unending series of deadly spectacle for the foreseeable future.6 Hence, we are emerging into a new culture of media spectacle that constitutes a novel configuration of economy, society, politics, and everyday life. It involves new cultural forms, social relations, and modes of experience. It is producing an ever-proliferating and expanding spectacle culture with its proliferating media forms, cultural spaces, and myriad forms of spectacle. It is evident in the U.S. as the new millennium unfolds and may well constitute emergent new forms of global culture. Critical social theory thus faces important challenges in theoretically mapping and analyzing these emergent forms of culture and society and the ways that they may contain novel forms of domination and oppression, as well as potential for democratization and social justice. Works Cited Debord, Guy. Society of the Spectacle. Detroit: Black and Red, 1967. Gabler, Neil. Life the Movie. How Entertainment Conquered Reality. New York: Alfred A. Knopf, 1998. Kellner, Douglas. Grand Theft 2000. Lanham, Md.: Rowman and Littlefield, 2001. Kellner, Douglas. From 9/11 to Terror War: Dangers of the Bush Legacy. Lanham, Md.: Rowman and Littlefield, 2003. Kellner, Douglas. Media Spectacle. London and New York: Routledge, 2003. Ritzer, George. The McDonaldization Thesis: Explorations and Extensions. Thousand Oaks, Cal. and London: Sage, 1998. Wolf, Michael J. Entertainment Economy: How Mega-Media Forces are Transforming Our Lives. New York: Times Books, 1999. Notes 1 See Douglas Kellner, Media Spectacle. London and New York: Routledge, 2003. 2 Wolf's book is a detailed and useful celebration of the "entertainment economy," although he is a shill for the firms and tycoons that he works for and celebrates them in his book. Moreover, while entertainment is certainly an important component of the infotainment economy, it is an exaggeration to say that it drives it and is actually propelling it, as Wolf repeatedly claims. Wolf also downplays the negative aspects of the entertainment economy, such as growing consumer debt and the ups and downs of the infotainment stock market and vicissitudes of the global economy. 3 Another source notes that "the average American household spent $1,813 in 1997 on entertainment -- books, TV, movies, theater, toys -- almost as much as the $1,841 spent on health care per family, according to a survey by the US Labor Department." Moreover, "the price we pay to amuse ourselves has, in some cases, risen at a rate triple that of inflation over the past five years" (USA Today, April 2, 1999: E1). The NPD Group provided a survey that indicated that the amount of time spent on entertainment outside of the home –- such as going to the movies or a sport event – was up 8% from the early to the late 1990s and the amount of time in home entertainment, such as watching television or surfing the Internet, went up 2%. Reports indicate that in a typical American household, people with broadband Internet connections spend 22% more time on all-electronic media and entertainment than the average household without broadband. See “Study: Broadband in homes changes media habits” (PCWORLD.COM, October 11, 2000). 4 Gabler’s book is a synthesis of Daniel Boorstin, Dwight Macdonald, Neil Poster, Marshall McLuhan, and other trendy theorists of media culture, but without the brilliance of a Baudrillard, the incisive criticism of an Adorno, or the understanding of the deeper utopian attraction of media culture of a Bloch or Jameson. Likewise, Gabler does not, a la cultural studies, engage the politics of representation, or its economics and political economy. He thus ignores mergers in the culture industries, new technologies, the restructuring of capitalism, globalization, and shifts in the economy that are driving the impetus toward entertainment. Gabler does get discuss how new technologies are creating new spheres of entertainment and forms of experience and in general describes rather than theorizes the trends he is engaging. 5 The project was designed and sold to the public in part through the efforts of the son of a former President, George W. Bush. Young Bush was bailed out of heavy losses in the Texas oil industry in the 1980s by his father's friends and used his capital gains, gleaned from what some say as illicit insider trading, to purchase part-ownership of a baseball team to keep the wayward son out of trouble and to give him something to do. The soon-to-be Texas governor, and future President of the United States, sold the new stadium to local taxpayers, getting them to agree to a higher sales tax to build the stadium which would then become the property of Bush and his partners. This deal allowed Bush to generate a healthy profit when he sold his interest in the Texas Rangers franchise and to buy his Texas ranch, paid for by Texas tax-payers (for sources on the scandalous life of George W. Bush and his surprising success in politics, see Kellner 2001 and the further discussion of Bush Jr. in Chapter 6). 6 See Douglas Kellner, From 9/11 to Terror War: Dangers of the Bush Legacy. Lanham, Md.: Rowman and Littlefield Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Kellner, Douglas. "Engaging Media Spectacle " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/09-mediaspectacle.php>. APA Style Kellner, D. (2003, Jun 19). Engaging Media Spectacle . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/09-mediaspectacle.php>

IntroductionFor over five years, Romanians have been using their bodies in public spaces to challenge politicians’ disregard for the average citizen. In a region low in standards of civic engagement, such as voter turnout and petition signing, Romanian people’s “citizenship of the streets” has stopped environmentally destructive mining in 2013, ousted a corrupt cabinet in 2015, and blocked legislation legalising abuse of public office in 2017 (Solnit 214). This article explores the democratic affordances of collective resistive walking, by focusing on Romania’s capital, Bucharest. I illustrate how walking in protest of political corruption cultivates a democratic public and reconfigures city spaces as spaces of democratic engagement, in the context of increased illiberalism in the region. I examine two sites of protest: the Parliament Palace and Victoriei Square. The former is a construction emblematic of communist dictator Nicolae Ceaușescu and symbol of an authoritarian regime, whose surrounding area protestors reclaim as a civic space. The latter—a central part of the city bustling with the life of cafes, museums, bike lanes, and nearby parks—hosts the Government and has become an iconic site for pro-democratic movements. Spaces of Democracy: The Performativity of Public Assemblies Democracies are active achievements, dependent not only on the solidity of institutions —e.g., a free press and a constitution—but on people’s ability and desire to communicate about issues of concern and to occupy public space. Communicative approaches to democratic theory, formulated as inquiries into the public sphere and the plurality and evolution of publics, often return to establish the significance of public spaces and of bodies in the maintenance of our “rhetorical democracies” (Hauser). Speech and assembly, voice and space are sides of the same coin. In John Dewey’s work, communication is the main “loyalty” of democracy: the heart and final guarantee of democracy is in free gatherings of neighbors on the street corner to discuss back and forth what is read in the uncensored news of the day, and in gatherings of friends in the living rooms of houses and apartments to converse freely with one another. (Dewey qtd. in Asen 197, emphasis added) Dewey asserts the centrality of communication in the same breath that he affirms the spatial infrastructure supporting it.Historically, Richard Sennett explains, Athenian democracy has been organised around two “spaces of democracy” where people assembled: the agora or town square and the theatre or Pnyx. While the theatre has endured as the symbol of democratic communication, with its ideal of concentrated attention on the argument of one speaker, Sennett illuminates the square as an equally important space, one without which deliberation in the Pnyx would be impossible. In the agora, citizens cultivate an ability to see, expect, and think through difference. In its open architecture and inclusiveness, Sennett explains, the agora affords the walker and dweller a public space to experience, in a quick, fragmentary, and embodied way, the differences and divergences in fellow citizens. Through visual scrutiny and embodied exposure, the square thus cultivates “an outlook favorable to discussion of differing views and conflicting interests”, useful for deliberation in the Pnyx, and the capacity to recognise strangers as part of the imagined democratic community (19). Also stressing the importance of spaces for assembly, Jürgen Habermas’s historical theorisation of the bourgeois public sphere moves the functions of the agora to the modern “third places” (Oldenburg) of the civic society emerging in late seventeenth and eighteenth-century Europe: coffee houses, salons, and clubs. While Habermas’ conceptualization of a unified bourgeois public has been criticised for its class and gender exclusivism, and for its normative model of deliberation and consensus, such criticism has also opened paths of inquiry into the rhetorical pluralism of publics and into the democratic affordances of embodied performativity. Thus, unlike Habermas’s assumption of a single bourgeois public, work on twentieth and twenty-first century publics has attended to their wide variety in post-modern societies (e.g., Bruce; Butler; Delicath and DeLuca; Fraser; Harold and DeLuca; Hauser; Lewis; Mckinnon et al.; Pezzullo; Rai; Tabako). In contrast to the Habermasian close attention to verbal argumentation, such criticism prioritizes the embodied (performative, aesthetic, and material) ways in which publics manifest their attention to common issues. From suffragists to environmentalists and, most recently, anti-precarity movements across the globe, publics assemble and move through shared space, seeking to break hegemonies of media representation by creating media events of their own. In the process, Judith Butler explains, such embodied assemblies accomplish much more. They disrupt prevalent logics and dominant feelings of disposability, precarity, and anxiety, at the same time that they (re)constitute subjects and increasingly privatised spaces into citizens and public places of democracy, respectively. Butler proposes that to best understand recent protests we need to read collective assembly in the current political moment of “accelerating precarity” and responsibilisation (10). Globally, increasingly larger populations are exposed to economic insecurity and precarity through government withdrawal from labor protections and the diminishment of social services, to the profit of increasingly monopolistic business. A logic of self-investment and personal responsibility accompanies such structural changes, as people understand themselves as individual market actors in competition with other market actors rather than as citizens and community members (Brown). In this context, public assembly would enact an alternative, insisting on interdependency. Bodies, in such assemblies, signify both symbolically (their will to speak against power) and indexically. As Butler describes, “it is this body, and these bodies, that require employment, shelter, health care, and food, as well as a sense of a future that is not the future of unpayable debt” (10). Butler describes the function of these protests more fully:[P]lural enactments […] make manifest the understanding that a situation is shared, contesting the individualizing morality that makes a moral norm of economic self-sufficiency precisely […] when self-sufficiency is becoming increasingly unrealizable. Showing up, standing, breathing, moving, standing still, speech, and silence are all aspects of a sudden assembly, an unforeseen form of political performativity that puts livable life at the forefront of politics […] [T]he bodies assembled ‘say’ we are not disposable, even if they stand silently. (18)Though Romania is not included in her account of contemporary protest movements, Butler’s theoretical account aptly describes both the structural and ideological conditions, and the performativity of Romanian protestors. In Romania, citizens have started to assemble in the streets against austerity measures (2012), environmental destruction (2013), fatal infrastructures (2015) and against the government’s corruption and attempts to undermine the Judiciary (from February 2017 onward). While, as scholars have argued (Olteanu and Beyerle; Gubernat and Rammelt), political corruption has gradually crystallised into the dominant and enduring framework for the assembled publics, post-communist corruption has been part and parcel of the neoliberalisation of Central and Eastern-European societies after the fall of communism. In the region, Leslie Holmes explains, former communist elites or the nomenklatura, have remained the majority political class after 1989. With political power and under the shelter of political immunity, nomenklatura politicians “were able to take ethically questionable advantage in various ways […] of the sell-off of previously state-owned enterprises” (Holmes 12). The process through which the established political class became owners of a previously state-owned economy is known as “nomenklatura privatization”, a common form of political corruption in the region, Holmes explains (12). Such practices were common knowledge among a cynical population through most of the 1990s and the 2000s. They were not broadly challenged in an ideological milieu attached, as Mihaela Miroiu, Isabela Preoteasa, and Jerzy Szacki argued, to extreme forms of liberalism and neoliberalism, ideologies perceived by people just coming out of communism as anti-ideology. Almost three decades since the fall of communism, in the face of unyielding levels of poverty (Zaharia; Marin), the decaying state of healthcare and education (Bilefsky; “Education”), and migration rates second only to war-torn Syria (Deletant), Romanian protestors have come to attribute the diminution of life in post-communism to the political corruption of the established political class (“Romania Corruption Report”; “Corruption Perceptions”). Following systematic attempts by the nomenklatura-heavy governing coalition to undermine the judiciary and institutionalise de facto corruption of public officials (Deletant), protestors have been returning to public spaces on a weekly basis, de-normalising the political cynicism and isolation serving the established political class. Mothers Walking: Resignifying Communist Spaces, Imagining the New DemosOn 11 July 2018, a protest of mothers was streamed live by Corruption Kills (Corupția ucide), a Facebook group started by activist Florin Bădiță after a deadly nightclub fire attributed to the corruption of public servants, in 2015 (Commander). Organized protests at the time pressured the Social-Democratic cabinet into resignation. Corruption Kills has remained a key activist platform, organising assemblies, streaming live from demonstrations, and sharing personal acts of dissent, thus extending the life of embodied assemblies. In the mothers’ protest video, women carrying babies in body-wraps and strollers walk across the intersection leading to the Parliament Palace, while police direct traffic and ensure their safety (“Civil Disobedience”). This was an unusual scene for many reasons. Walkers met at the entrance to the Parliament Palace, an area most emblematic of the former regime. Built by Communist dictator, Nicolae Ceaușescu and inspired by Kim Il-sung’s North Korean architecture, the current Parliament building and its surrounding plaza remain, in the words of Renata Salecl, “one of the most traumatic remnants of the communist regime” (90). The construction is the second largest administrative building in the world, after the Pentagon, a size matching the ambitions of the dictator. It bears witness to the personal and cultural sacrifices the construction and its surrounded plaza required: the displacement of some 40,000 people from old neighbourhood Uranus, the death of reportedly thousands of workers, and the flattening of churches, monasteries, hospitals, schools (Parliament Palace). This arbitrary construction carved out of the old city remains a symbol of an authoritarian relation with the nation. As Salecl puts it, Ceaușescu’s project tried to realise the utopia of a new communist “centre” and created an artificial space as removed from the rest of the city as the leader himself was from the needs of his people. Twenty-nine years after the fall of communism, the plaza of the Parliament Palace remains as suspended from the life of the city as it was during the 1980s. The trees lining the boulevard have grown slightly and bike lanes are painted over decaying stones. Still, only few people walk by the neo-classical apartment buildings now discoloured and stained by weather and time. Salecl remarks on the panoptic experience of the Parliament Palace: “observed from the avenue, [the palace] appears to have no entrance; there are only numerous windows, which give the impression of an omnipresent gaze” (95). The building embodies, for Salecl, the logic of surveillance of the communist regime, which “created the impression of omnipresence” through a secret police that rallied members among regular citizens and inspired fear by striking randomly (95).Against this geography steeped in collective memories of fear and exposure to the gaze of the state, women turn their children’s bodies and their own into performances of resistance that draw on the rhetorical force of communist gender politics. Both motherhood and childhood were heavily regulated roles under Ceaușescu’s nationalist-socialist politics of forced birth, despite the official idealisation of both. Producing children for the nationalist-communist state was women’s mandated expression of citizenship. Declaring the foetus “the socialist property of the whole society”, in 1966 Ceaușescu criminalised abortion for women of reproductive ages who had fewer than four children, and, starting 1985, less than five children (Ceaușescu qtd. in Verdery). What followed was “a national tragedy”: illegal abortions became the leading cause of death for fertile women, children were abandoned into inhumane conditions in the infamous orphanages, and mothers experienced the everyday drama of caring for families in an economy of shortages (Kligman 364). The communist politicisation of natality during communist Romania exemplifies one of the worst manifestations of the political as biopolitical. The current maternal bodies and children’s bodies circulating in the communist-iconic plaza articulate past and present for Romanians, redeploying a traumatic collective memory to challenge increasingly authoritarian ambitions of the governing Social Democratic Party. The images of caring mothers walking in protest with their babies furthers the claims that anti-corruption publics have made in other venues: that the government, in their indifference and corruption, is driving millions of people, usually young, out of the country, in a braindrain of unprecedented proportions (Ursu; Deletant; #vavedemdinSibiu). In their determination to walk during the gruelling temperatures of mid-July, in their youth and their babies’ youth, the mothers’ walk performs the contrast between their generation of engaged, persistent, and caring citizens and the docile abused subject of a past indexed by the Ceaușescu-era architecture. In addition to performing a new caring imagined community (Anderson), women’s silent, resolute walk on the crosswalk turns a lifeless geography, heavy with the architectural traces of authoritarian history, into a public space that holds democratic protest. By inhabiting the cultural role of mothers, protestors disarmed state authorities: instead of the militarised gendarmerie usually policing protestors the Victoriei Square, only traffic police were called for the mothers’ protest. The police choreographed cars and people, as protestors walked across the intersection leading to the Parliament. Drivers, usually aggressive and insouciant, now moved in concert with the protestors. The mothers’ walk, immediately modeled by people in other cities (Cluj-Napoca), reconfigured a car-dominated geography and an unreliable, driver-friendly police, into a civic space that is struggling to facilitate the citizens’ peaceful disobedience. The walkers’ assembly thus begins to constitute the civic character of the plaza, collecting “the space itself […] the pavement and […] the architecture [to produce] the public character of that material environment” (Butler 71). It demonstrates the possibility of a new imagined community of caring and persistent citizens, one significantly different from the cynical, disconnected, and survivalist subjects that the nomenklatura politicians, nested in the Panoptic Parliament nearby, would prefer.Persisting in the Victoriei Square In addition to strenuous physical walking to reclaim city spaces, such as the mothers’ walking, the anti-corruption public also practices walking and gathering in less taxing environments. The Victoriei Square is such a place, a central plaza that connects major boulevards with large sidewalks, functional bike lanes, and old trees. The square is the architectural meeting point of old and new, where communist apartments meet late nineteenth and early twentieth century architecture, in a privileged neighbourhood of villas, museums, and foreign consulates. One of these 1930s constructions is the Government building, hosting the Prime Minister’s cabinet. Demonstrators gathered here during the major protests of 2015 and 2017, and have walked, stood, and wandered in the square almost weekly since (“Past Events”). On 24 June 2018, I arrive in the Victoriei Square to participate in the protest announced on social media by Corruption Kills. There is room to move, to pause, and rest. In some pockets, people assemble to pay attention to impromptu speakers who come onto a small platform to share their ideas. Occasionally someone starts chanting “We See You!” and “Down with Corruption!” and almost everyone joins the chant. A few young people circulate petitions. But there is little exultation in the group as a whole, shared mostly among those taking up the stage or waving flags. Throughout the square, groups of familiars stop to chat. Couples and families walk their bikes, strolling slowly through the crowds, seemingly heading to or coming from the nearby park on a summer evening. Small kids play together, drawing with chalk on the pavement, or greeting dogs while parents greet each other. Older children race one another, picking up on the sense of freedom and de-centred but still purposeful engagement. The openness of the space allows one to meander and observe all these groups, performing the function of the Ancient agora: making visible the strangers who are part of the polis. The overwhelming feeling is one of solidarity. This comes partly from the possibilities of collective agency and the feeling of comfortably taking up space and having your embodiment respected, otherwise hard to come by in other spaces of the city. Everyday walking in the streets of Romanian cities is usually an exercise in hypervigilant physical prowess and self-preserving numbness. You keep your eyes on the ground to not stumble on broken pavement. You watch ahead for unmarked construction work. You live with other people’s sweat on the hot buses. You hop among cars parked on sidewalks and listen keenly for when others may zoom by. In one of the last post-socialist states to join the European Union, living with generalised poverty means walking in cities where your senses must be dulled to manage the heat, the dust, the smells, and the waiting, irresponsive to beauty and to amiable sociality. The euphemistic vocabulary of neoliberalism may describe everyday walking through individualistic terms such as “grit” or “resilience.” And while people are called to effort, creativity, and endurance not needed in more functional states, what one experiences is the gradual diminution of one’s lives under a political regime where illiberalism keeps a citizen-serving democracy at bay. By contrast, the Victoriei Square holds bodies whose comfort in each other’s presence allow us to imagine a political community where survivalism, or what Lauren Berlant calls “lateral agency”, are no longer the norm. In “showing up, standing, breathing, moving, standing still […] an unforeseen form of political performativity that puts livable life at the forefront of politics” is enacted (Butler 18). In arriving to Victoriei Square repeatedly, Romanians demonstrate that there is room to breathe more easily, to engage with civility, and to trust the strangers in their country. They assert that they are not disposable, even if a neoliberal corrupt post-communist regime would have them otherwise.ConclusionBecoming a public, as Michael Warner proposes, is an ongoing process of attention to an issue, through the circulation of discourse and self-organisation with strangers. For the anti-corruption public of Romania’s past years, such ongoing work is accompanied by persistent, civil, embodied collective assembly, in an articulation of claims, bodies, and spaces that promotes a material agency that reconfigures the city and the imagined Romanian community into a more democratic one. The Romanian citizenship of the streets is particularly significant in the current geopolitical and ideological moment. In the region, increasing authoritarianism meets the alienating logics of neoliberalism, both trying to reduce citizens to disposable, self-reliant, and disconnected market actors. Populist autocrats—Recep Tayyip Erdogan in Turkey, the Peace and Justice Party in Poland, and recently E.U.-penalized Victor Orban, in Hungary—are dismantling the system of checks and balances, and posing threats to a European Union already challenged by refugee debates and Donald Trump’s unreliable alliance against authoritarianism. In such a moment, the Romanian anti-corruption public performs within the geographies of their city solidarity and commitment to democracy, demonstrating an alternative to the submissive and disconnected subjects preferred by authoritarianism and neoliberalism.Author's NoteIn addition to the anonymous reviewers, the author would like to thank Mary Tuominen and Jesse Schlotterbeck for their helpful comments on this essay.ReferencesAnderson, Benedict R. Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso, 2016.Asen, Robert. “A Discourse Theory of Citizenship.” Quarterly Journal of Speech 90.2 (2004): 189-211. 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The American Broadcasting Company (ABC) Family Network show Switched at Birth tells two stories—one which follows the unique plot of the show, and one about the new openness of television executives toward integrating more people with a variety of visible and invisible physical embodiments, such as hearing loss, into television content. It first aired in 2011 and in 2017 aired its fifth and final season.The show focuses on two teen girls in Kansas City who find out they were switched due to a hospital error on the day of their birth and who grew up with parents who were not biologically related to them. One, Bay Kennish (Vanessa Marano), lives with her wealthy parents—a stay-at-home mom Kathryn (Lea Thompson) and a former professional baseball player, now businessman, father John (D.W. Moffett). She has an older brother Toby (Lucas Grabeel) who is into music. In her high school science class, Bay learns about blood types and discovers her parents’ blood types could not have produced her. The family has professional genetic tests done and discovers the switch (ABC Family, “This Is Not a Pipe”).In the pilot episode, Bay’s parents find out that deaf teen, Daphne Vasquez (Katie Leclerc), is actually their daughter. She lives in a working class Hispanic neighbourhood with her hairdresser single mother Regina (Constance Marie) and grandmother Adrianna (Ivonne Coll), both of whom are of Puerto Rican ancestry. Daphne is deaf due to a case of meningitis when she was three, which the rich Kennishes feel happened because of inadequate healthcare provided by working class Regina. Daphne attends an all-deaf school, Carlton.The man who was thought to be her biological father, Angelo Sorrento (Gilles Marini), doesn’t appear in the show until episode 10 but becomes a series regular in season 2. It becomes apparent that Daphne believes her father left because of her deafness; however, as the first season progresses, the real reasons begin to emerge. From the pilot onwards, the show dives into clashes of language, culture, ethnicity, class, and even physical appearance—in one scene in the pilot, the waspy Kennishes ask Regina if she is “Mexican.” As later episodes reveal, many of these physical appearance issues are revealed to have fractured the Vasquez family early on—Daphne is a freckled, strawberry blonde, and her father (who is French and Italian) suspected infidelity.The two families merge when the Kennishes ask Daphne and her mother to move into their guest house in order get to know their daughter better. That forces the Kennishes into the world of deafness, and throughout the show this hearing family therefore becomes a surrogate for a hearing audience’s immersion into Deaf culture.Cultural Inclusivity: The Way ForwardShow creator Lizzy Weiss explained that it was actually the ABC Family network that “suggested making one of the kids disabled” (Academy of Television Arts & Sciences). Weiss was familiar with American Sign Language (ASL) because she had a “classical theatre of the Deaf” course in college. She said, “I had in the back of my head a little bit of background at least about how beautiful the language was. So I said, ‘What if one of the girls is deaf?’” The network thought it was wonderful idea, so she began researching the Deaf community, including spending time at a deaf high school in Los Angeles called Marlton, on which she modelled the Switched at Birth school, Carlton. Weiss (Academy of Television Arts & Sciences) says of the school visit experience:I learned so much that day and spoke to dozens of deaf teenagers about their lives and their experiences. And so, this is, of course, in the middle of writing the pilot, and I said to the network, you know, deaf kids wouldn’t voice orally. We would have to have those scenes only in ASL, and no sound and they said, ‘Great. Let’s do it.’ And frankly, we just kind of grew and grew from there.To accommodate the narrative structure of a television drama, Weiss said it became clear from the beginning that the show would need to use SimCom (simultaneous communication or sign supported speech) for the hearing or deaf characters who were signing so they could speak and sign at the same time. She knew this wasn’t the norm for two actual people communicating in ASL, but the production team worried about having a show that was heavily captioned as this might distance its key—overwhelmingly hearing—teen audience who would have to pay attention to the screen during captioned scenes. However, this did not appear to be the case—instead, viewers were drawn to the show because of its unique sign language-influenced television narrative structure. The show became popular very quickly and, with 3.3 million viewers, became the highest-rated premiere ever on the ABC Family network (Barney).Switched at Birth also received much praise from the media for allowing its deaf actors to communicate using sign language. The Huffington Post television critic Maureen Ryan said, “Allowing deaf characters to talk to each other directly—without a hearing person or a translator present—is a savvy strategy that allows the show to dig deeper into deaf culture and also to treat deaf characters as it would anyone else”. Importantly, it allowed the show to be unique in a way that was found nowhere else on television. “It’s practically avant-garde for television, despite the conventional teen-soap look of the show,” said Ryan.Usually a show’s success is garnered by audience numbers and media critique—by this measure Switched at Birth was a hit. However, programs that portray a disability—in any form—are often the target of criticism, particularly from the communities they attempting to represent. It should be noted that, while actress Katie Leclerc, who plays Daphne, has a condition, Meniere’s disease, which causes hearing loss and vertigo on an intermittent basis, she does not identify as a deaf actress and must use a deaf accent to portray Daphne. However, she is ASL fluent, learning it in high school (Orangejack). This meant her qualifications met the original casting call which said “actress must be deaf or hard of hearing and must speak English well, American Sign Language preferred” (Paz, 2010) Leclerc likens her role to that of any actor to who has to affect body and vocal changes for a role—she gives the example of Hugh Laurie in House, who is British with no limp, but was an American who uses a cane in that show (Bibel).As such, initially, some in the Deaf community complained about her casting though an online petition with 140 signatures (Nielson). Yet many in the Deaf community softened any criticism of the show when they saw the production’s ongoing attention to Deaf cultural details (Grushkin). Finally, any lingering criticisms from the Deaf community were quieted by the many deaf actors hired for the show who perform using ASL. This includes Sean Berdy, who plays Daphne’s best friend Emmett, his onscreen mother, played by actress Marlee Matlin, and Anthony Natale who plays his father; their characters both sign and vocalize in the show. The Emmett character only communicates in ASL and does not vocalise until he falls in love with the hearing character Bay—even then he rarely uses his voice.This seemingly all-round “acceptance” of the show gave the production team more freedom to be innovative—by season 3 the audience was deemed to be so comfortable with captions that the shows began to feature less SimCom and more all-captioned scenes. This lead to the full episode in ASL, a first on American mainstream television.For an Hour, Welcome to Our WorldSwitched at Birth writer Chad Fiveash explained that when the production team came up with the idea for a captioned all-ASL episode, they “didn’t want to do the ASL episode as a gimmick. It needed to be thematically resonant”. As a result, they decided to link the episode to the most significant event in American Deaf history, an event that solidified its status as a cultural community—the 1988 Deaf President Now (DPN) protest at Gallaudet University in Washington. This protest inspired the March 2013 episode for Switched at Birth and aired 25 years to the week that the actual DPN protest happened. This episode makes it clear the show is trying to completely embrace Deaf culture and wants its audience to better understand Deaf identity.DPN was a pivotal moment for Deaf people—it truly solidified members of a global Deaf community who felt more empowered to fight for their rights. Students demanded that Gallaudet—as the premier university for deaf and hard-of-hearing students—no longer have a hearing person as its president. The Gallaudet board of trustees, the majority of whom were hearing, tried to force students and faculty to accept a hearing president; their attitude was that they knew what was best for the deaf persons there. For eight days, deaf people across America and the world rallied around the student protestors, refusing to give in until a deaf president was appointed. Their success came in the form of I. King Jordan, a deaf man who had served as dean of the College of Arts & Sciences at the time of the protest.The event was covered by media around the world, giving the American Deaf community international attention. Indeed, Gallaudet University says the DPN protest symbolized more than just the hiring of a Deaf president; it brought Deaf issues before the public and “raised the nation’s consciousness of the rights and abilities of deaf and hard of hearing people” (Gallaudet University).The activities of the students and their supporters showed dramatically that in the 1980s deaf people could be galvanized to unite around a common issue, particularly one of great symbolic meaning, such as the Gallaudet presidency. Gallaudet University represents the pinnacle of education for deaf people, not only in the United States but throughout the world. The assumption of its presidency by a person himself deaf announced to the world that deaf Americans were now a mature minority (Van Cleve and Crouch, 172).Deaf people were throwing off the oppression of the hearing world by demanding that their university have someone from their community at its helm. Jankowski (Deaf Empowerment; A Metaphorical Analysis of Conflict) studied the Gallaudet protest within the framework of a metaphor. She found a recurring theme during the DPN protest to be Gallaudet as “plantation”—which metaphorically refers to deaf persons as slaves trying to break free from the grip of the dominant mastery of the hearing world—and she parallels the civil rights movement of African Americans in the 1960s. As an example, Gallaudet was referred to as the “Selma of the Deaf” during the protest, and protest signs used the language of Martin Luther King such as “we still have a dream.” For deaf Americans, the presidency of Gallaudet became a symbol of hope for the future. As Jankowski attests:deaf people perceived themselves as possessing the ability to manage their own kind, pointing to black-managed organization, women-managed organizations, etc., struggling for that same right. They argued that it was a fight for their basic human rights, a struggle to free themselves, to release the hold their ‘masters’ held on them. (“A Metaphorical Analysis”)The creators of the Switched at Birth episode wanted to ensure of these emotions, as well as historical and cultural references, were prevalent in the modern-day, all-ASL episode, titled Uprising. That show therefore wanted to represent both the 1988 DPN protest as well as a current issue in the US—the closing of deaf schools (Anderson). The storyline focuses on the deaf students at the fictitious Carlton School for the Deaf seizing one of the school buildings to stage a protest because the school board has decided to shut down the school and mainstream the deaf students into hearing schools. When the deaf students try to come up with a list of demands, conflicts arise about what the demands should be and whether a pilot program—allowing hearing kids who sign to attend the deaf school—should remain.This show accomplished multiple things with its reach into Deaf history and identity, but it also did something technologically unique for the modern world—it made people pay attention. Because captioning translated the sign language for viewers, Lizzy Weiss, the creator of the series, said, “Every single viewer—deaf or hearing—was forced to put away their phones and iPads and anything else distracting … and focus … you had to read … you couldn’t do anything else. And that made you get into it more. It drew you in” (Stelter). The point, Weiss said, “was about revealing something new to the viewer—what does it feel like to be an outsider? What does it feel like to have to read and focus for an entire episode, like deaf viewers do all the time?” (Stelter). As one deaf reviewer of the Uprising episode said, “For an hour, welcome to our world! A world that’s inconvenient, but one most of us wouldn’t leave if offered a magic pill” (DR_Staff).This episode, more than any other, afforded hearing television viewers an experience perhaps similar to deaf viewers. The New York Times reported that “Deaf and hard-of-hearing viewers commented by the thousands after the show, with many saying in effect, “Yes! That’s what it feels like” (Stelter).Continued ResonancesWhat is also unique about the episode is that in teaching the hearing viewers more about the Deaf community, it also reinforced Deaf community pride and even taught young deaf people a bit of their own history. The Deaf community and Gallaudet were very pleased with their history showing up on a television show—the university produced a 30-second commercial which aired within the episode, and held viewing parties. Gallaudet also forwarded the 35 pages of Facebook comments they’d received about the episode to ABC Family and Gallaudet President T. Alan Hurwitz said of the episode (Yahr), “Over the past 25 years, [DPN] has symbolised self-determination and empowerment for deaf and hard of hearing people around the world”. The National Association of the Deaf (NAD) also lauded the episode, describing it as “phenomenal and groundbreaking, saying the situation is very real to us” (Stelter)—NAD had been vocally against budget cuts and closings of US deaf schools.Deaf individuals all over the Internet and social media also spoke out about the episode, with overwhelmingly favourable opinions. Deaf blogger Amy Cohen Efron, who participated in 1988′s DPN movement, said that DPN was “a turning point of my life, forcing me to re-examine my own personal identity, and develop self-determinism as a Deaf person” and led to her becoming an activist.When she watched the Uprising episode, she said the symbolic and historical representations in the show resonated with her. In the episode, a huge sign is unfurled on the side of the Carlton School for the Deaf with a girl with a fist in the air under the slogan “Take Back Carlton.” During the DPN protest, the deaf student protesters unfurled a sign that said “Deaf President Now” with the US Capitol in the background; this image has become an iconic symbol of modern Deaf culture. Efron says the image in the television episode was much more militant than the actual DPN sign. However, it could be argued that society now sees the Deaf community as much more militant because of the DPN protest, and that the imagery in the Uprising episode played into that connection. Efron also acknowledged the episode’s strong nod to the Gallaudet student protestors who defied the hearing community’s expectations by practising civil disobedience. As Efron explained, “Society expected that the Deaf people are submissive and accept to whatever decision done by the majority without any of our input and/or participation in the process.”She also argues that the episode educated more than just the hearing community. In addition to DPN, Uprising was filled with other references to Deaf history. For example a glass door to the room at Carlton was covered with posters about people like Helen Keller and Jean-Ferdinand Berthier, a deaf educator in 19th century France who promoted the concept of deaf identity and culture—Efron says most people in the Deaf community have never heard of him. She also claims that the younger Deaf community may also not be aware of the 1988 DPN protest—“It was not in high school textbooks available for students. Many deaf and hard of hearing students are mainstreamed and they have not the slightest idea about the DPN movement, even about the Deaf Community’s ongoing fight against discrimination, prejudice and oppression, along with our victories”.Long before the Uprising episode aired, the Deaf community had been watching Switched at Birth carefully to make sure Deaf culture was accurately represented. Throughout season 3 David Martin created weekly videos in sign language that were an ASL/Deaf cultural analysis of Switched at Birth. He highlighted content he liked and signs that were incorrect, a kind of a Deaf culture/ASL fact checker. From the Uprising episode, he said he thought this quote from Marlee Matlin’s character said it all, “Until hearing people walk a day in our shoes they will never understand” (Martin). That succinctly states what the all-ASL episode was trying to capture—creating an awareness of Deaf people’s cultural experience and their oppression in hearing society.Even a deaf person who was an early critic of Switched at Birth because of the hiring of Katie Leclerc and the use of SimCom admitted he was impressed with the all-ASL episode (Grushkin):all too often, we see media accounts of Deaf people which play into our society’s perceptions of Deaf people: as helpless, handicapped individuals who are in need of fixes such as cochlear implants in order to “restore” us to society. Almost never do we see accounts of Deaf people as healthy, capable individuals who live ordinary, successful lives without necessarily conforming to the Hearing ‘script’ for how we should be. And important issues such as language rights or school closings are too often virtually ignored by the general media.In addition to the episode being widely discussed within the Deaf community, the mainstream news media also covered Uprising intensely, seeing it as a meaningful cultural moment, not just for the Deaf community but for popular culture in general. Lacob wrote that he realises that hearing viewers probably won’t understand what it means to be a deaf person in modern America, but he believes that the episodeposits that there are moments of understanding, commonalities, and potential bridge-building between these two communities. And the desire for understanding is the first step toward a more inclusive and broad-minded future.He continues:the significance of this moment can’t be undervalued, nor can the show’s rich embrace of deaf history, manifested here in the form of Gallaudet and the historical figures whose photographs and stories are papered on the windows of Carlton during the student protest. What we’re seeing on screen—within the confines of a teen drama, no less—is an engaged exploration of a culture and a civil rights movement brought to life with all of the color and passion it deserves. It may be 25 years since Gallaudet, but the dreams of those protesters haven’t faded. And they—and the ideals of identity and equality that they express—are most definitely being heard.Lacob’s analysis was praised by several Deaf people—by a Deaf graduate student who teaches a Disability in Popular Culture course and by a Gallaudet student who said, “From someone who is deaf, and not ashamed of it either, let me say right here and now: that was the most eloquent piece of writing by someone hearing I have ever seen” (Emma72). The power of the Uprising episode illustrated a political space where “groups actively fuse and blend their culture with the mainstream culture” (Foley 119, as cited in Chang 3). Switched at Birth—specifically the Uprising episode—has indeed fused Deaf culture and ASL into a place in mainstream television culture.ReferencesABC Family. “Switched at Birth Deaf Actor Search.” Facebook (2010). <https://www.facebook.com/SwitchedSearch>.———. “This Is Not a Pipe.” Switched at Birth. Pilot episode. 6 June 2011. <http://freeform.go.com/shows/switched-at-birth>.———. “Not Hearing Loss, Deaf Gain.” Switched at Birth. YouTube video, 11 Feb. 2013. <https://www.youtube.com/watch?v=F5W604uSkrk>.Academy of Television Arts & Sciences. “Talking Diversity: ABC Family’s Switched at Birth.” Emmys.com (Feb. 2012). <http://www.emmys.com/content/webcast-talking-diversity-abc-familys-switched-birth>.Anderson, G. “‘Switched at Birth’ Celebrates 25th Anniversary of ‘Deaf President Now’.” Pop-topia (5 Mar. 2013). <http://www.pop-topia.com/switched-at-birth-celebrates-25th-anniversary-of-deaf-president-now/>.Barney, C. “’Switched at Birth’ Another Winner for ABC Family.” Contra Costa News (29 June 2011). <http://www.mercurynews.com/tv/ci_18369762>.Bibel, S. “‘Switched at Birth’s Katie LeClerc Is Proud to Represent the Deaf Community.” Xfinity TV blog (20 June 2011). <http://xfinity.comcast.net/blogs/tv/2011/06/20/switched-at-births-katie-leclerc-is-proud-to-represent-the-deaf-community/>.Chang, H. “Re-Examining the Rhetoric of the ‘Cultural Border’.” Essay presented at the American Anthropological Association Annual Meeting, Philadelphia, Dec. 1988.DR_Staff. “Switched at Birth: How #TakeBackCarlton Made History.” deafReview (6 Mar. 2013). <http://deafreview.com/deafreview-news/switched-at-birth-how-takebackcarlton-made-history/>.Efron, Amy Cohen. “Switched At Birth: Uprising – Deaf Adult’s Commentary.” Deaf World as I See It (Mar. 2013). <http://www.deafeyeseeit.com/2013/03/05/sabcommentary/>.Emma72. “ABC Family’s ‘Switched at Birth’ ASL Episode Recalls Gallaudet Protest.” Comment. The Daily Beast (28 Feb. 2013). <http://www.thedailybeast.com/articles/2013/02/28/abc-family-s-switched-at-birth-asl-episode-recalls-gallaudet-protest.html>.Fiveash, Chad. Personal interview. 17 Jan. 2014.Gallaudet University. “The Issues.” Deaf President Now (2013). <http://www.gallaudet.edu/dpn_home/issues.html>.Grushkin, D. “A Cultural Review. ASL Challenged.” Switched at Birth Facebook page. Facebook (2013). <https://www.facebook.com/SwitchedatBirth/posts/508748905835658>.Jankowski, K.A. Deaf Empowerment: Emergence, Struggle, and Rhetoric. Washington: Gallaudet UP, 1997.———. “A Metaphorical Analysis of Conflict at the Gallaudet Protest.” Unpublished seminar paper presented at the University of Maryland, 1990.Lacob, J. “ABC Family’s ‘Switched at Birth’ ASL Episode Recalls Gallaudet Protest.” The Daily Beast 28 Feb. 2013. <http://www.thedailybeast.com/articles/2013/02/28/abc-family-s-switched-at-birth-asl-episode-recalls-gallaudet-protest.html>.Martin, D. “Switched at Birth Season 2 Episode 9 ‘Uprising’ ASL/Deaf Cultural Analysis.” David Martin YouTube channel (6 Mar. 2013). <http://www.youtube.com/watch?v=JA0vqCysoVU>.Nielson, R. “Petitioned ABC Family and the ‘Switched at Birth’ Series, Create Responsible, Accurate, and Family-Oriented TV Programming.” Change.org (2011). <http://www.change.org/p/abc-family-and-the-switched-at-birth-series-create-responsible-accurate-and-family-oriented-tv-programming>.Orangejack. “Details about Katie Leclerc’s Hearing Loss.” My ASL Journey Blog (29 June 2011). <http://asl.orangejack.com/details-about-katie-leclercs-hearing-loss>.Paz, G. “Casting Call: Open Auditions for Switched at Birth by ABC Family.” Series & TV (3 Oct. 2010). <http://seriesandtv.com/casting-call-open-auditions-for-switched-at-birth-by-abc-family/4034>.Ryan, Maureen. “‘Switched at Birth’ Season 1.5 Has More Drama and Subversive Soapiness.” The Huffington Post (31 Aug. 2012). <http://www.huffingtonpost.com/maureen-ryan/switched-at-birth-season-1_b_1844957.html>.Stelter, B. “Teaching Viewers to Hear with Their Eyes Only.” The New York Times 8 Mar. 2013. <http://www.nytimes.com/2013/03/09/arts/television/teaching-viewers-to-hear-the-tv-with-eyes-only.html>.Van Cleve, J.V., and B.A. Crouch. A Place of Their Own: Creating the Deaf Community in America. DC: Gallaudet University Press, 1989.Yahr, E. “Gallaudet University Uses All-Sign Language Episode of ‘Switched at Birth’ to Air New Commercial.” The Washington Post 3 Mar. 2013 <http://www.washingtonpost.com/blogs/tv-column/post/gallaudet-university-uses-all-sign-language-episode-of-switched-at-birth-to-air-new-commercial/2013/03/04/0017a45a-8508-11e2-9d71-f0feafdd1394_blog.html>.

Nearly 50 years on from Alvin Toffler’s Future Shock (1971), contemporary society finds itself navigating the Fourth Industrial Revolution. This era has been described as the convergence of digitisation, robotics, artificial intelligence, globalisation—and speed (Johannessen). As such, temporality is taking on a turbulent and elusive edge. In the previous century, Toffler highlighted that technological change accelerated perceptions of time, and he predicted that by the 21st century, people would find it “increasingly painful to keep up with the incessant demand for change that characterises our time”, where change would come about “with waves of ever accelerating speed and unprecedented impact” (18). While Toffler could not have predicted the exact nature and detail of the specificities of day-to-day life in 2019, we suggest Toffler’s characterisation marks an insightful ‘jumping off’ point for further introspection. With Toffler’s concerns in mind, this issue of M/C Journal is interested in multiple ways that digital media influences and expresses conceptions of temporality in this historical period, the final weeks of 2019. On the basis of the pieces that comprise this issue, we take this concern further to politicise the temporal figurations of media, which we propose permeate all aspects of contemporary experience. Theoretically, this position pays homage to the work performed by Jay Bolter and Richard Grusin more than two decades ago. In 1996, Bolter and Grusin ruminated on the “the wire”, a fictional device that was the central focus of the film Strange Days (1995), a media gadget that could mediate experience from one subject to another, “pure and uncut, straight from the cerebral cortex” (311). For Bolter and Grusin, ‘the wire’ epitomised contemporary culture’s movement toward virtual reality, “with its goal of unmediated visual and aural experience” and they suggested that the film provided a critique of the historical mode “in which digital technologies are proliferating faster than our cultural, legal, or educational institutions can keep up with them” (313). For us, perhaps even more urgently, the wire epitomises the colonisation, infiltration and permeation of the production of temporal layers through media systems and devices into the subject’s direct experience. The wire symbolises, among many things, a simulation of the terrain of time according to the Jorge Luis Borges fable, that is, one-for-one.Contingent upon new shifts, and the academic literature which has sought to critique them thus far, in this editorial, we raise the contention that the technologies and operations of power brought about through the Fourth Industrial Revolution, and its media apparatus, have exposed the subject to a multiplicity of timescapes. In doing so, these configurations have finally colonised subjective experience of time and temporality.Consequently, we have specifically featured a broad selection of articles that explore and discuss the presence of online, mobile, or streamed media as the primary means through which culture understands, expresses, and communicates the world, and ideas around temporality. The articles featured herein explore the ways in which constructs of time organise (and are organised by) other constructs such as; neoliberalism (Bianchino), relaxation (Pont), clocks (Cambpell), surveillance, biopower, narrative (Glitsos), monetisation (Grandinetti), memorialising (Wishart), time travel (Michael), utopias and dystopias (Herb). Through the spectrum of topics, we hope to elucidate to the reader the ways in which digital culture performs and generates ontological shifts that rewrite the relationship between media, time, and experience.ContemporaneityA key concern for us in this issue is the idea of ‘contemporaneity,’ which has been discussed more recently in art theory and criticism by Terry Smith, and Peter Osborne, amongst others. Both Smith and Osborne use the term to articulate the effects of contemporary globalisation, transnationalism, and post-conceptual art. Smith reminds us that in contemporary society there isthe insistent presentness of multiple, often incompatible temporalities accompanied by the failure of all candidates that seek to provide the overriding temporal framework – be it modern, historical, spiritual, evolutionary, geological, scientific, globalizing, planetary. (196)As a result, artists are negotiating and critiquing multiple intersecting and contradictory time codes that pervade contemporary society in order to grapple with contemporaneity today. Yet, concerns with overlayed temporalities enter our everyday more and more, as explored through Justin Grandinetti’s piece, “A Question of Time: HQ Trivia and Mobile Streaming Temporality”, in which he interrogates mobile streaming practices and the ways in which new devices seek out every possible moment that might be monetised and ‘made productive.’Grandinetti’s concern, like the others featured in this issue, attends to the notion of time as evasive, contradictory and antonymous while forming a sense of urgency around the changing present, and also reconciling a multiplicity of time codes at play through technology today. The present is immediately written and archived through news media live feeds, GPS tracking and bio data in apps used for fitness and entertainment amongst others, while the pace of national television, print media, and local radio is folded through our daily experiences. Consequently, we’re interested in the multiple, and sometimes incompatible temporalities that emerge through the varied ways in which digital media is used to express, explore, and communicate in the world today beyond the arenas of contemporary art and art history that Smith and Osborne are primarily concerned with. ExperienceExperience is key. Experience may in fact be the key that unlocks these following conversations about time and the subject, after all, time is nothing if not experiential. Empirically, we might claim that, time is “conceived as the intervals during which events occur” (Toffler 21). However, of course one can only be if one is being in time. Through Bergson we might say that the individual’s perception of time manifests “rightly or wrongly, to be inside and outside us at one and the same time … . To each moment of our inner life there thus corresponds a moment of our body and of all environing matter that is ‘simultaneous’ with it” (205). Time is the platform through which experience of consciousness is mediated, thus the varying manipulations of time through media apparatuses are therefore inextricable with our lived ‘everyday’.E.P. Thompson might call this our “time-sense”, a kind of “inward notation of time” (58), however this rationalisation of time is amplified and complicated by digital media, as warned by Campbell in this issue. Campbell explores the performativity of publicly writing the self on social media that commodifies experience. An inward notion of time therefore becomes inverted and publicly performed through digital media, which is a key source of anxiety and control for individuals. In Toffler’s estimation, even by as early as the 1970s the technoscience of Western culture had “released a totally new social force” and he contends that this had reshaped the collective psyche witha stream of change so accelerated that it influences our sense of time, revolutionizes the tempo of daily life, and affects the very way we “feel” the world around us. We no longer “feel” life as men [sic] did in the past. And this is the ultimate difference, the distinction that separates the truly contemporary man [sic] from all others. (17)While Toffler was referring to a different technological context, he serves as a reminder that digital media amplifies pre-existing effects of technology. Therefore, while autofiction and the public writing of the self is not necessarily new, it is nevertheless key to contemporary feelings of acceleration and the temporal vernacular of contemporaneity – one that exacerbates the experiences of acceleration, inertia, and how we ‘feel’ the present and our presence in the world.In this issue we also wish to note the ways in which digital culture, and perhaps in particular new media platforms and narratives that permeate our homes, appear to be directing the Western “time-sense” (Thompson 80) away from metaphors constructed through the linear trope of ‘rivers’ or ‘streams’ and toward the more complex arrangements that we suggest are more suited to metaphors of ‘confetti’ or ‘snow’, as Laura Glitsos elucidates in her piece “From Rivers to Confetti: Reconfigurations of Time through New Media Landscapes”.As just one example, we might think of the multiplicity of ‘peculiar times’ built upon each other in the production, distribution, consumption and convergence of so many levels of digital media. In one sense, we might approach ‘peculiar times’ as the peculiarity of temporality in any given context. However, in another sense, we might also recognise the layering of standardisation which is then peculiar to each of the modes of production, consumption, and distribution (as laid out by Althusser and Balibar). As just one example, in the context of streaming services, we find the “flattening of historical frames” (Kaplan 144) in the scrolling back and forward on social media timelines (Powell 2). So perhaps our peculiar time speaks of the collapsing between ontological boundaries of past, present, and future—a kind of contemporaneity that splits between the peculiarities of production and consumption of digital media.StandardisationHistoriographies of time-sense in the Western tradition have been covered by thinkers as diverse as E.P. Thompson, Graeme Davidson, Bernard Stiegler, and Henri Lefebvre. While it is not our aim to repeat those narratives here, we concede some markers are crucial to note in order to set the context for our selected pieces. Beginning in the early- to mid- middle ages in Europe, up until the spread of clocks in the 14th century, time was largely related to processes, tasks or stages of light during the day, and time does still continues to exist in this way for some communities (Thompson 58). During this era, and of even back to the third century BCE, there were time-keeping technologies which could measure smaller increments of the day, such as the water-clock, the sun-dial, and the hour-glass, but everyday activities for the working people were largely regulated by natural or circadian rhythms (Thompson). It is perhaps these rhythms which served to shape the ‘inward notation of time’, in Thompson’s words, through the discourses of nature, that is through the language of streams and rivers—or ‘flows’.The 13th century saw the advent of mechanical time-keeping technology utilising what is called a “verge escapement mechanism”, that is, a “feedback regulator that controls the speed of a mechanical clock” (Headrick 42). About a century later, coupled with the emergence of puritanism, Thompson tells us that we start to see a shift in the construction of time which more and more depends on the synchronisation of labour (Thompson 70). Even so, working rhythms remain fairly irregular, still more suited to what Thompson describes as “a natural human rhythm” (71). This changes suddenly in the 19th century when, with the explosion of the Industrial Age, we witness the dominance of factory-time and, of course, the adoption and standardisation of railway-time across Britain, Europe, India and North America (Schivelbusch). The trend toward standardisation continues into the mid-20th century with what George Ritzer has famously called “McDonaldization” (2008). Thus, through the blanketing nature of 20th century “industrial capitalism” (Thompson 80), everyday experience became predicated on standardisation. Thompson tells us that these “changes in manufacturing technique … demand greater synchronization of labour and a greater exactitude in time-routines in society” (80). For Thompson, the “technological conditioning” of “time-sense” ushers in the model of “time-measurement as a means of labour exploitation” (80). This historical point is central to Giacomo Bianchino’s argument in “Afterwork and Overtime: The Social Reproduction of Human Capital”, in his discussion of the fundamental nature of capitalism in shaping time-sense. However, what we suggest is that this theme of ‘time-sense’ as shaped by the broader political economy of media is found within each of the pieces in the issue.A discussion of standardisation is problematic, however, in the wider conceptualisation of time as elusive, multi-dynamic and fractured. Surely, standardisation should at least come with the ability of certainty, in some respects. However, this is the paradox of the digital and new media age: That standardisation is both arbitrary and, in echo of Balibar and Althusser, ‘peculiar’ to an endless layering of separate time-streams. It is, perhaps, the jumping between them, which has become a necessary function of living in the digital age, that produces the sense of fracture, the loss of standard.This issue of M/C Journal explores the various ways in which the constellation of current media practices that are online, offline, embodied, and networked, collectively inform and express concepts of time. The feature article "With This Body, I Subtract Myself from Neoliberalised Time: Sub-Habituality & Relaxation after Deleuze", written by Antonia Pont, keenly asks how relaxation might be used to evade neoliberal machinations around organising time, efficiency, and productivity, all of which endanger a diversity of temporalities. While all media have their own unique limitations and affordances regarding influencing and expressing relationships to time, they are also impacted by current perceptions of uncertainty and neoliberal agendas that underlie the working relationships between people, the media that they engage in, and representations of the world.The feelings of inertia expressed by Toffler nearly 50 years ago has not only been accelerated through technological expansion, but by a layering of multiple time codes which reflect the wide range of media practices that permeate the contemporary vernacular. In 2019, concepts from the current post-Internet stage are beginning to emerge and we are finding that digital media fragments as much as it connects and unites. An ‘inward notion of time’ becomes brokered through automated processes, issues around surveillance, affect, standardisation, norms, nostalgia, and the minutiae of digital time.ReferencesAlthusser, Louis, and Etienne Balibar. Reading Capital. London: NBL, 1970.Ansell-Pearson, Keith, John Ó Maoilearca, and Melissa McMahon. Henri Bergson: Key Writings. New York: Continuum, 2002.Bolter, Jay, and Richard Grusin. “Remediation.” Configurations 4.3 (1996): 311-358.Davison, Graeme. The Unforgiving Minute: How Australia Learned to Tell the Time. Melbourne: Oxford UP, 1993.Headrick, M.V. “Origin and Evolution of the Anchor Clock Escapement.” IEEE Control Systems 22.2 (2002): 41-52.Johannessen, Jon-Arild. Automation, Innovation and Economic Crisis: Surviving the Fourth Industrial Revolution. Milton: Routledge, 2018.Kaplan, E. Ann. Rocking around the Clock: Music Television, Postmodernism, and Consumer Culture. New York: Methuen, 1987.Powell, Helen. Stop the Clocks! Time and Narrative in Cinema. London: I.B. Tauris, 2012.Ritzer, George. The McDonaldization of Society. Los Angeles: Pine Forge P, 2008.Schivelbusch, Wolfgang. The Railway Journey: The Industrialization of Time and Space in the Nineteenth Century. Oakland: U of California P, 2014.Smith, Terry. What Is Contemporary Art? Chicago: U of Chicago P, 2009.Thompson, E.P. “Time, Work-Discipline, and Industrial Capitalism.” Past and Present 38.1 (1967): 56-97.Toffler, Alvin. Future Shock. London: Bodley Head, 1970.

IntroductionFor both consumers and creators, Web series have been viewed for some time as an appealing alternative to television series. As Alice explains, creating content for the Web was once seen as “a last resort” for projects that were unable to secure funding for television production (59). However, the Web has, in recent years, become a “legitimized” space, allowing Web series to be considered a media platform capable of presenting narratives of various genres (Alice 59). Moreover, due to the lack of restrictions and overheads placed on Web producers, it is argued that there is more capacity to take risks in Web series and thus depict “a broader array of stories” (Christian, “The Web” 352). Nevertheless, television still remains the traditional mode of storytelling, and for many producers, it is still an “object of desire” (Christian, “The Web” 352). Emerging producers still see television as the ultimate “end goal”, leaving the Web as a sufficient platform that will allow them to create something. Alternatively, for many established creators, the Web is understood to be a stage upon which they can tell stories television would perhaps never consider. Regardless of why creators are attracted to the Web, the platform has indeed cemented its place as an alternative in the television media landscape. For Abbi Jacobson and Ilana Glazer, the Web, or more specifically, YouTube, provided an unbridled space for their creativity when nowhere else would. The two comediennes co-wrote and starred in their Web series, Broad City, back in 2009, and it has since been picked up by Comedy Central and successfully turned into a television series. The fourth season is set to air in August 2017. Both versions of the series follow two twenty-something women, Abbi Abrams and Ilana Wexler (played by Jacobson and Glazer respectively), as they explore themselves, and New York City. Broad City is one of the few Web series to be picked up as a television series and maintain its success; an impressive accomplishment, no matter how legitimate Web series have become. However, the unwavering devotion maintained by the television series to continue depicting millennial women in the same fashion as the Web series is, arguably, more impressive. With a focus on Broad City’s depiction of its two eccentric protagonists, this article explores how the transitions from Web to television are negotiated. In the case of Broad City, I contend that its unconventional start as a web series is what allows the television series to continue depicting contemporary womanhood honestly. Taking the Alternate Path: YouTubeDefined as “scripted, episodic and experimental videos made for the internet”, Web episodes (or Webisodes) hold many advantages to the traditional television medium (Kornblum; Peirce 317). Aware of these advantages and struggling to be noticed naturally for their work in the sketch comedy group, Upright Citizens Brigade (UCB), Glazer and Jacobson took to the Internet to write and create their own series, Broad City. This trend arose in 2007 during the difficult phase American television when the Writers Guild of America began its fifteen-month strike (De Moraes). During this time, Peirce states that producing a new program for television proved “almost impossible” (315). There was a level of uncertainty plaguing the future of prime-time television, and with budgets being refashioned, reality programs were filling television line-ups more than any other genre of show (Peirce 315). Within this climate, it is unsurprising that the Google-owned video-sharing website, YouTube, quickly became the frontrunner in online video (Christian, “The Web” 351). YouTube is argued to be responsible for opening the doors to the next wave of entertainment media, after pledging to give users their own personal video network. Suddenly, amateurs, independents and corporations alike were, for the first time, able to compete against each other in shaping this post-network era of television (Christian, “The Web” 351). Moreover, the premise of “anyone can upload” meant that this era allowed for a new variety of television, in a range of genres and storytelling modes that were once considered untouchable to television networks (Christian, “The Web” 351). Evidently, such freedom is appealing to all kinds of online content creators, no matter their status. Established actor, comedian, and writer Louis C.K. most recently joined the Web series movement with his creation Horace and Pete (2016-). The dark comedy is written, directed, and produced entirely by C.K. and he plays the main protagonist, Horace. However, the appeal was not so much the control he would potentially have over the product, but more how the viewers could access it. Upon the release of the pilot episode, C.K. released a statement clarifying why he made a series outside of the television studio system. He explains that he was intrigued by the idea of providing viewers with the newly made show “directly and immediately”, with each episode being posted onto his Website as soon as it is shot. Additionally, C.K. also sought to create a show “without the usual promotion” that, he states, tells the viewer “what the show feels and looks like before you get to see it yourself” (C.K.). It is clear that the unique nature of the modern medium provides benefits to creators at all levels. For the Broad City duo, who unlike C.K., had yet to be noticed, YouTube was appealing because it provided them with an outlet through which they could control the product themselves. Jacobson states, “After a while, we thought, ‘why are we trying to be on something that someone else controls?’” (Paumgarten). The Web series commenced in late 2009 and ran until 2011, with each episode ranging anywhere between one and eight minutes. In the thirty-three episodes created, Abbi and Ilana consistently find themselves in awkward and comedic situations while they try to navigate their lives in New York City. These awkward situations vary in their complexity. One episode simply looks at the two protagonists trying to survive riding the subway, while another looks at the issue of being catcalled and objectified by strangers. There is no narrative arc in either season, the storylines are simply extracted from the lives of the creators. Glazer and Jacobson have discussed this in various interviews, explaining that these characters are essentially exaggerations of themselves and the show is a “heightened version” of their dynamic (Amy Poehler’s Smart Girls, 2014; Justin; Matthews). As such, Broad City contributes to a well-established trend of comedians impersonating younger, lazier, and poorer versions of themselves. However, since the Web series’ thematic relies so heavily on the experiences and personality traits of the writers, Glazer and Jacobson are more like the characters they portray than the likes of Tina Fey’s Liz Lemon (30 Rock, 2007-2013) or Lena Dunham’s Hannah Horvath (Girls, 2012-), for example. A result is that the Web series does not seek to provide its viewers with neat conclusions, or have the protagonists grow and evolve over the span of a season. This freedom is only designated to the Web series format, as television viewers – despite not always getting it – yearn for a heartier resolution (DeFino 99). Another attribute of video-sharing sites like YouTube is that they allow anyone to share anything they create, regardless of the budget. The two seasons of Broad City, the Web series, are written, created, and produced by Glazer and Jacobson primarily. As they were still undiscovered, both women were working on the series with very limited funds, and were therefore only able to have friends or family assist them in the production. This results in a series which feels authentically home-made in its aesthetic; features which eventually become characteristics essential to the transferral from Web to television. Glazer and Jacobson resolved to make the Web series from a more professional standpoint by the second season by following a production schedule and choosing to treat the vignettes as if they were real television shorts. As Glazer states, the pair “just had a new attitude”, and suddenly the aim shifted from producing webisodes as a creative outlet, to pitching the show in Los Angeles (Kameir). By the time the final episode was set to go into production, the two creators believed that the chances of having the series picked up by a network would increase if the episode featured a guest star. Because of their involvement in the UCB, Glazer and Jacobson approached one of the founders of the sketch group, Amy Poehler, to make a brief cameo. The Web series as a whole had garnered half a million hits, but the finale in which Poehler plays herself, received almost seventy-five thousand (Paumgarten). Poehler agreed to work with the Broad City duo following her appearance in the finale, and signed on to be Executive Producer should the show ever be made into a television series. The star power held by Poehler is undoubtedly a lead contributor to the success in Broad City’s transfer between the media. Poehler states that she felt a kinship towards the project because of her work in translating UCB sketches to television. In a roundtable interview, she says “Feeling very protective about the material, but wanting to bring it to a bigger audience…I related to that and understood it” (The Paley Centre for Media). On the difficult business of bringing Web series to television, Poehler compares it to that of an organ transplant, explaining “You have to move fast. You have to keep it on ice and be careful not to harm it in any way. A lot of things can go wrong. Sometimes the best way to get a heart or a kidney to a recipient is to get people to move out of the way” (Paumgarten). With Poehler’s assistance, the concept of Broad City as a television series was introduced to various networks before being successfully picked up by Comedy Central. From January of 2014, the network aired Broad City’s first season, comprised of ten, twenty-two-minute-long episodes. Averaging 1.2 million viewers per episode, season one of Broad City became one of Comedy Central’s highest rated shows since 2012 (Ng). From Web to TV: Alternative Ideas of Millennial Women in Broad CityThe factors behind why certain texts effectively transfer from Web to television and others fail continues to be debated within academic and popular culture circles. Series such as Quarterlife (2007), The CollegeHumor Show (2009), and the more recent Haters Back Off (2016-) - all texts which were originally made for online consumption only - were each met with criticism when translated for television (Peirce 317; Lowry; Christian, “How” ). This does not necessarily mean that a Web series is undeserving of a place in commercial or network television. Obviously, it comes down to multiple factors, but often it is because the television series comes across as out of touch, compared to its online version. As Alice points out, with the speed of online release, and the “virality” that accompanies this kind of media, writers have the ability to be “guided by and to capitalise on what and how the viewer public feels” (60). Television series are often seen commenting on outside criticism within episodes, but there is extensive lagging due to the time it takes to produce a season. Broad City was set to have an easier time on television, what with its impressive following, and “Celebrity Shepherd”, Amy Poehler - Poehler presented as a necessity when making the jump from Web to TV, according to Christian (“The Web”). But there appears to be a fine line when shifting between the platforms: in staying too close to the original, a series could come off as unoriginal and therefore unnecessary. Or, alternatively, a series could add too many other storylines in order to fill the time slot, and ruin the simplicity of the premise. Adaptation theorist, Linda Hutcheon, contends that a successful translation occurs when a text remains loyal to the original, but brings creativity to the reimagining (21). If investigating the transferral within the realm of adaptation theory, Broad City’s success as a television series is arguably due to it following this formula. Hutcheon writes that to adapt is not to slavishly copy, but rather, is the process of reclaiming the adapted material. “What one does with the text” is where the novelty is found (21). In looking at what Broad City, the television series, has done with Broad City, the Web series, there is clear loyalty shown to the original. This is seen most significantly in the treatment of the same two protagonists, and the dynamic of their friendship. In both versions of Broad City, Abbi is the older of the two and the more responsible one, to a degree. While she still enjoys smoking marijuana with Ilana, Abbi is also constantly striving to reach traditional goals in her life such as having a career she enjoys, or maintaining a healthy relationship. Ilana, on the other hand, is a proud marijuana enthusiast who occasionally shows up for her job, but cares more for smoking weed, enjoying casual sex, and being with her friends (primarily Abbi). Neither the Web series nor the television series explicitly states how the two characters met, but it is implied that they have built a strong, sister-like relationship with one another. Often Ilana comments on her sexual attraction to Abbi, but it is always seen as comedic rather than as a hint towards a possible coupling in future episodes. In the Web series’ second season, the episode Valentine’s Day, introduces this satirical take on female friendships for the first time. The three-minute episode shows brief cuts of Abbi and Ilana doing various activities in the city, all of which are stereotypically featured in films of the romantic comedy genre. As they play in the snow, ride a ferry, and watch couples ice-skate at the Rockefeller Centre, the clarinet music playing over the sequence builds momentum. However, the scene is suddenly halted as Ilana goes in to kiss Abbi and, unlike in said romantic film montages, Abbi quickly jolts back and cries “Ilana, what the fuck? How many times do I have to fucking tell you?” This is the first line of audible dialogue in the scene thus far, to which a frustrated Ilana responds, “I’m trying to seal the night with a kiss.” Following this is a heated debate regarding how each character viewed the intention of the day, with Ilana thinking it was a really “romantic day”, despite knowing that Abbi is decidedly heterosexual. This kind of satirical angle taken towards the trope of female friendship is carried over to the television series and made just as prominent, with almost every single episode making a joke at Ilana’s romantic desire for Abbi. Alongside the sexual attraction, the closeness of the two female leads remains unchanged between the two media. In the television series, for example, jokes about Ilana’s love for Abbi are scattered throughout, and as in the original series, they remain brief and inconsequential. In the television pilot, What a Wonderful World, the episode opens to a typical scene of the two characters having a V-chat (a nod to a favoured motif in the Web series). While chatting to Abbi, it initially appears as though Ilana is bopping up and down to the music of Lil Wayne. However, it is quickly revealed when Ilana shifts her laptop screen down, that she is actually having sex with her casual partner, Lincoln (Hannibal Buress). The sequence cuts to Abbi looking outraged at her laptop, asking “Oh my god, is that Lincoln?”. Lincoln then replies, “Yep”, just before the camera cuts to him lying on the bed, with Ilana’s laptop on his stomach. When Abbi asks if they are having sex, Ilana casually replies “I’m just keeping it warm”, forcing Abbi to once again have a discussion about boundaries. Once they close the V-chat, the scene stays on a low angle shot of Ilana as she says to Lincoln, “That was like a threesome”, reassuring the audience that she has learned nothing. This is a strong opening scene as it reinforces the understanding that the relationship between the two characters is unchanged. Furthermore, it proves to audiences that although Broad City has moved into a television landscape, it will not be tamed. The result of refusing to be tamed in its new environment is that Broad City can continue representing female friendship in more honest ways, as well as offer new ideas of what it is to be a millennial woman today.Conclusion In an interview, Glazer explains how television has a history of never being honest in its representation of women, arguing, “Nothing’s real on TV” (Miller). Jacobson follows on from this, stating “When we write for these characters… I think the thing we talk about the most is like, well, what would we really do? It’s just real” (Miller). In abiding by this sentiment throughout the web series and the television series, Broad City effectively offers the idea that depicting diversity is possible on both platforms. With various Web series still unable to successfully make the jump to television today, it becomes more obvious that Broad City’s decision to continue showcasing bold female narratives is what allows it to maintain its popularity. Starting in such an uninhibited environment has proven a burden for other texts when it comes to transferring creativity to the more traditional medium of television. For Broad City, however, the alternative storytelling platform allowed the show to create its strong foundation and dedicated fan base. One that has willingly followed Broad City across the platforms, but will only stay tuned if it stays true to representing millennial women honestly, regardless of whether mainstream television is ready.ReferencesAlice, Jessica. “Clicking with Audiences: Web Series and Diverse Representations.” Metro Magazine: Media and Education 187 (2016): 58-63.Angelo, Megan. “The Sneak Attack Feminism of Broad City.” Wall Street Journal, 2011. 17 Dec. 2016 <http://blogs.wsj.com/speakeasy/2011/02/14/the-sneak-attack-feminism-of-broad-city/>. Blay, Zeba, “How Feminist TV Became the New Normal.” Huffington Post, 2015. 15 Dec. 2016. <http://www.huffingtonpost.com.au/entry/how-feminist-tv-became-the-new-normal_n_7567898>. Broad City. Comedy Central. New York City. 22 Jan. 2014. Television.“Broad City: Smart Girls w/ Amy Poehler.” YouTube. Uploaded by Amy Poehler’s Smart Girls, 17 May 2013. 15 Dec. 2016 <https://www.youtube.com/watch?v=gd0Lovd4Xv0>.Christian, Aymar Jean. “How Does a Web Series Jump to TV?” IndieWire 2014. 2 Dec. 2016. 15 Dec. 2016 <http://www.indiewire.com/2014/02/how-does-a-web-series-jump-to-tv-29618/>. ———. “The Web as Television Reimagined? Online Networks and the Pursuit of Legacy Media.” Journal of Communication Enquiry 36.4 (2012): 340-356.C.K., Louis. “On Horace and Pete.” LouisCK 2016. 2 Jan. 2017 <https://louisck.net/news/about-horace-and-pete>. DeFino, D.J. The HBO Effect. Sydney: Bloomsbury Academic, 2014. De Moraes, L. "Score One for Old Media." Washington Post, 27 Feb. 2008. 28 Dec. 2016 <www.washingtonpost.com/wp-dyn/content/article/2008/02/27/AR2008022703374.html>. Girls. HBO Time Warner. New York City. 15 Apr. 2012. Television. Haters Back Off. Netflix. Scotts Valley. 14 Oct. 2016. Television. Hutcheon, L. A Theory of Adaptation. 2nd ed. New York: Routledge, 2013. Kameir, R. “7 Tips for Making a Hit TV Show, According to the Creators of Broad City.” Fader 22 May 2015. 1 Aug. 2016 <http://www.thefader.com/2015/05/22/7-tips-for-making-a-hit-tv-show-according-to-the-creators-of-broad-city>. Kornblum, Janet, “Check Out These Episodes of Webisodes.” USA Today 12 Dec. 2007. 16 Dec. 2016 <http://www.usatoday.com/life/2007-11-12-webisodes-side_N.htm>.Lowry, Brian, “’Haters Back Off’ Doesn’t Earn Much Love on Netflix.” CNN 12 Oct. 2016. 2 Dec. 2016 <http://edition.cnn.com/2016/10/12/entertainment/haters-back-off-review/>.Miller, B. “Broad City Talks Friendship, Feminism, and F*ck/Marry/Kill.” Bust Magazine 2015. 17 Nov. 2016 <http://bust.com/tv/13755-broad-city-talks-friendship-feminism-and-f-ck-marry-kill.html>.Ng, P. “Comedy Central Renews ‘Broad City’ for Second Season.” Hollywood Reporter 2014. 1 Aug. 2016 <http://www.hollywoodreporter.com/live-feed/broad-city-renewed-season-2-683083>.Paley Center for Media. “Broad City – Ilana Glazer, Abbi Jacobson, Amy Poehler, and Seth Rogen.” YouTube. Uploaded by The Paley Center for Media, 16 Dec. 2014. 15 Dec. 2016 <https://www.youtube.com/watch?v=4Ab9AmSk8Yg>.Pierce, Meghan L. “Remediation Theory: Analyzing What Made Quarterlife Successful as an Online Series and Not a Television Series.” Television & New Media 12.4 (2011): 314-325. Quarterlife. NBC. Los Angeles. 26 Feb. 2008. Television.The CollegeHumor Show. MTV. New York City. 8 Feb. 2009. Television. 30 Rock. NBC. Los Angeles. 3 Dec. 2007. Television. “Valentine’s Day.” YouTube. Uploaded by Broad City, 12 Feb. 2011. 15 Dec. 2016 <https://www.youtube.com/watch?v=JcoJW2BOs6g&index=1&list=PLA51423997CDEA1DA>. “What a Wonderful World.” Broad City. Comedy Central, 22 Jan. 2014. Television.

Could we also imagine a language in which a person could write down or give vocal expression to his inner experiences -- his feelings, moods, and the rest -- for his private use? Well, can't we do so in our ordinary language? -- But that is not what I mean. The individual words of this language are to refer to what can only be known to the person speaking; to his immediate private sensations. So another person cannot understand the language. -- Ludwig Wittgenstein, Philosophical Investigations par. 243 I will be using 'audience' in two ways in the following essay: as a phenomenon that produces and is produced by media technologies (readers, hearers, viewers, Internet-users), and as something, audiens, that is essential to language itself, something without which language cannot be. I shall do so in specific references to invented languages. Who, then, are the 'consumers' of invented languages? In referring to invented languages, I am not talking about speakers of Esperanto or Occidental; I am not concerned with the invention of international auxiliary languages. These projects, already well-debated, have roots that go back at least as far as the 17th-century language philosophers who were at pains to undo the damage of Babel and restore a common language to the world. While Esperanto never became what it intended to be, it at least has readers and speakers. I am also not even talking about speakers of Klingon or Quenya. These privately invented languages have had the good fortune to be attached to popular invented cultures, and to media with enough money and publicity to generate a multitude of fans. Rather, I am talking about a phenomenon on the Internet and in a well- populated listserv whereby a number of people from all over the globe have discovered each other on-line. They all have a passion for what Jeffrey Schnapp calls uglossia ('no-language', after utopia, 'no-place'). Umberto Eco calls it 'technical insanity' or glottomania. Linguist Marina Yaguello calls language inventors fous du langage ('language lunatics') in her book of the same title. Jeffrey Henning prefers the term 'model language' in his on-line newsletter: 'miniaturized versions that provide the essence of something'. On CONLANG, people call themselves conlangers (from 'constructed language') and what they do conlanging. By forming this list, they have created a media audience for themselves, in the first sense of the term, and also literally in the second sense, as a number of them are setting up soundbytes on their elaborately illustrated and explicated Webpages. Originally devoted to advocates for international auxiliary languages, CONLANG started out about eight years ago, and as members joined who were less interested in the politics than in the hobby of language invention, the list has become almost solely the domain of the latter, whereas the 'auxlangers', as they are called, have moved to another list. An important distinguishing feature of 'conlangers' is that, unlike the 'auxlangers', there is no sustained hope that their languages will have a wide-body of hearers or users. They may wish it, but they do not advocate for it, and as a consequence their languages are free to be a lot weirder, whereas the auxlangs tend to strive for regularity and useability. CONLANG is populated by highschool, college, and graduate students; linguists; computer programmers; housewives; librarians; professors; and other users worldwide. The old debate about whether the Internet has become the 'global village' that Marshall McLuhan predicted, or whether it threatens to atomise communication 'into ever smaller worlds where enthusiasms mutate into obsessions', as Jeff Salamon warns, seems especially relevant to a study of CONLANG whose members indulge in an invention that by its very nature excludes the casual listener-in. And yet the audio-visual capacities of the Internet, along with its speed and efficiency of communication, have made it the ideal forum for conlangers. Prior to the Web, how were fellow inventors to know that others were doing -- in secret? J.R.R. Tolkien has been lauded as a rare exception in the world of invention, but would his elaborate linguistic creations have become so famous had he not published The Lord of the Rings and its Appendix? Poignantly, he tells in "A Secret Vice" about accidentally overhearing another army recruit say aloud: 'Yes! I think I shall express the accusative by a prefix!'. Obviously, silent others besides Tolkien were inventing languages, but they did not have the means provided by the Internet to discover one another except by chance. Tolkien speaks of the 'shyness' and 'shame' attached to this pursuit, where 'higher developments are locked in secret places'. It can win no prizes, he says, nor make birthday presents for aunts. His choice of title ("A Secret Vice") echoes a Victorian phrase for the closet, and conlangers have frequently compared conlanging to homosexuality, both being what conservative opinion expects one to grow out of after puberty. The number of gay men on the list has been wondered at as more than coincidental. In a survey I conducted in October 1998, many of the contributors to CONLANG felt that the list put them in touch with an audience that provided them with intellectual and emotional feedback. Their interests were misunderstood by parents, spouses, lovers, and employers alike, and had to be kept under wraps. Most of those I surveyed said that they had been inventing a language well before they had heard of the list; that they had conceived of what they were doing as unique or peculiar, until discovery of CONLANG; and that other people's Websites astounded them with the pervasive fascination of this pursuit. There are two ways to look at it: conlanging, as Henning writes, may be as common and as humanly creative as any kind of model-making, i.e., dollhouses, model trains, role-playing, or even the constructed cultures with city plans and maps in fantasy novels such as Terry Pratchett's Discworld. The Web is merely a means to bring enthusiasts together. Or it may provide a site that, with the impetus of competition and showmanship, encourages inutile and obsessive activity. Take your pick. From Hildegard von Bingen's Lingua Ignota to Dante's Inferno and the babbling Nimrod to John Dee's Enochian and on, invented languages have smacked of religious ecstacy, necromancy, pathology, and the demonic. Twin speech, or 'pathological idioglossia', was dramatised by Jodie Foster in Nell. Hannah Green's 'Language of Yr' was the invention of her schizophrenic protagonist in I Never Promised You a Rose Garden. Language itself is the centre of furious theoretical debate. Despite the inventive 'deformities' it is put to in poetry, punning, jest, singing, and lying, human language, our most 'natural' of technologies, is a social machine, used by multitudes and expected to get things done. It is expected of language that it be understood and that it have not only hearers but also answerers. All human production is founded on this assumption. A language without an audience of other speakers is no language. 'Why aren't you concentrating on real languages?' continues to be the most stinging criticism. Audience is essential to Wittgenstein's remark quoted at the beginning of this essay. Wittgenstein posits his 'private languages theory' as a kind of impossibility: all natural languages, because they exist by consensus, can only refer to private experience externally. Hence, a truly private language, devoted to naming 'feelings and moods' which the subject has never heard about or shared with others, is impossible among socialised speakers who are called upon to define subjective experience in public terms. His is a critique of solipsism, a charge often directed at language inventors. But very few conlangers that I have encountered are making private languages in Wittgenstein's sense, because most of them are interested in investing their private words with public meaning, even when they are doing it privately. For them, it is audience, deeply desireable, that has been impossible until now. Writing well before the development of CONLANG, Yaguello takes the stance that inventing a language is an act of madness. 'Just look at the lunatic in love with language', she writes: sitting in his book-lined study, he collects great piles of information, he collates and classifies it, he makes lists and fills card indexes. He is in the clutches of a denominatory delirium, of a taxonomic madness. He has to name everything, but before being able to name, he has to recognize and classify concepts, to enclose the whole Universe in a system of notation: produce enumerations, hierarchies, and paradigms. She is of course describing John Wilkins, whose Real Character and Universal Language in 1668 was an attempt to make each syllable of his every invented word denote its placement in a logical scheme of classification. 'A lunatic ambition', Yaguello pronounces, because it missed the essential quality of language: that its signs are arbitrary, practical, and changeable, so as to admit neologism and cultural difference. But Yaguello denounces auxiliary language makers in general as amateurs 'in love with language and with languages, and ignorant of the science of language'. Her example of 'feminine' invention comes from Helene Smith, the medium who claimed to be channeling Martian (badly disguised French). One conlanger noted that Yaguello's chapter entitled 'In Defence of Natural Languages' reminded him of the US Federal 'Defense of Marriage Act', whereby the institution of heterosexual marriage is 'defended' from homosexual marriage. Let homosexuals marry or lunatics invent language, and both marriage and English (or French) will come crashing to the ground. Schnapp praises Yaguello's work for being the most comprehensive examination of the phenomenon to date, but neither he nor she addresses linguist Suzette Haden Elgin's creative work on Láadan, a language designed for women, or even Quenya or Klingon -- languages that have acquired at least an audience of readers. Schnapp is less condemnatory than Yaguello, and interested in seeing language inventors as the 'philologists of imaginary worlds', 'nos semblables, nos frères, nos soeurs' -- after all. Like Yaguello, he is given to some generalities: imaginary languages are 'infantile': 'the result is always [my emphasis] an "impoverishment" of the natural languages in question: reduced to a limited set of open vowels [he means "open syllables"], prone to syllabic reduplication and to excessive syntactical parallelisms and symmetries'. To be sure, conlangs will never replicate the detail and history of a real language, but to call them 'impoverishments of the natural languages' seems as strange as calling dollhouses 'impoverishments of actual houses'. Why this perception of threat or diminishment? The critical, academic "audience" for language invention has come largely from non-language inventors and it is woefully uninformed. It is this audience that conlangers dislike the most: the outsiders who cannot understand what they are doing and who belittle it. The field, then, is open to re-examination, and the recent phenomenon of conlanging is evidence that the art of inventing languages is neither lunatic nor infantile. But if one is not Tolkien or a linguist supported by the fans of Star Trek, how does one justify the worthwhile nature of one's art? Is it even art if it has an audience of one ... its artist? Conlanging remains a highly specialised and technical pursuit that is, in the end, deeply subjective. Model builders and map-makers can expect their consumers to enjoy their products without having to participate in the minutia of their building. Not so the conlanger, whose consumer must internalise it, and who must understand and absorb complex linguistic concepts. It is different in the world of music. The Cocteau Twins, Bobby McFerrin in his Circle Songs, Lisa Gerrard in Duality, and the new group Ekova in Heaven's Dust all use 'nonsense' words set to music -- either to make songs that sound like exotic languages or to convey a kind of melodic glossolalia. Knowing the words is not important to their hearers, but few conlangers yet have that outlet, and must rely on text and graphs to give a sense of their language's structure. To this end, then, these are unheard, unaudienced languages, existing mostly on screen. A few conlangers have set their languages to music and recorded them. What they are doing, however, is decidedly different from the extempore of McFerrin. Their words mean something, and are carefully worked out lexically and grammatically. So What Are These Conlangs Like? On CONLANG and their links to Websites you will find information on almost every kind of no-language imaginable. Some sites are text only; some are lavishly illustrated, like the pages for Denden, or they feature a huge inventory of RealAudio and MP3 files, like The Kolagian Languages, or the songs of Teonaht. Some have elaborate scripts that the newest developments in fontography have been able to showcase. Some, like Tokana and Amman-Iar, are the result of decades of work and are immensely sophisticated. Valdyan has a Website with almost as much information about the 'conculture' as the conlang. Many are a posteriori languages, that is, variations on natural languages, like Brithenig (a mixture of the features of Brythonic and Romance languages); others are a priori -- starting from scratch -- like Elet Anta. Many conlangers strive to make their languages as different from European paradigms as possible. If imaginary languages are bricolages, as Schnapp writes, then conlangers are now looking to Tagalog, Basque, Georgian, Malagasay, and Aztec for ideas, instead of to Welsh, Finnish, and Hebrew, languages Tolkien drew upon for his Elvish. "Ergative" and "trigger" languages are often preferred to the "nominative" languages of Europe. Some people invent for sheer intellectual challenge; others for the beauty and sensuality of combining new and privately meaningful sounds. There are many calls for translation exercises, one of the most popular being 'The Tower of Babel' (Genesis 10: 1-9). The most recent innovation, and one that not only showcases these languages in all their variety but provides an incentive to learn another conlanger's conlang, is the Translation Relay Game: someone writes a short poem or composition in his or her language and sends it with linguistic information to someone else, who sends a translation with directions to the next in line all the way around again, like playing 'telephone'. The permutations that the Valdyan Starling Song went through give good evidence that these languages are not just relexes, or codes, of natural languages, but have their own linguistic, cultural, and poetic parameters of expression. They differ from real languages in one important respect that has bearing on my remarks about audience: very few conlangers have mastered their languages in the way one masters a native tongue. These creations are more like artefacts (several have compared it to poetry) than they are like languages. One does not live in a dollhouse. One does not normally think or speak in one's conlang, much less speak to another, except through a laborious process of translation. It remains to a longer cultural and sociolinguistic study (underway) to tease out the possibilities and problems of conlanging: why it is done, what does it satisfy, why so few women do it, what are its demographics, or whether it can be turned to pedagogical use in a 'hands-on', high- participation study of language. In this respect, CONLANG is one of the 'coolest' of on-line media. Only time will show what direction conlanging and attitudes towards it will take as the Internet becomes more powerful and widely used. Will the Internet democratise, and eventually make banal, a pursuit that has until now been painted with the romantic brush of lunacy and secrecy? (You can currently download LangMaker, invented by Jeff Henning, to help you construct your own language.) Or will it do the opposite and make language and linguistics -- so often avoided by students or reduced in university programs -- inventive and cutting edge? (The inventor of Tokana has used in-class language invention as a means to study language typology.) Now that we have it, the Internet at least provides conlangers with a place to hang their logodaedalic tapestries, and the technology for some of them to be heard. References Von Bingen, Hildegard. Lingua Ignota, or Wörterbuch der unbekannten Sprache. Eds. Marie-Louise Portmann and Alois Odermatt. Basel: Verlag Basler Hildegard-Gesellschaft, 1986. Eco, Umberto. The Search for the Perfect Language. Trans. James Fentress. Oxford, England, and Cambridge, Mass.: Blackwell, 1995, 1997. Elgin, Suzette Haden. A First Dictionary and Grammar of Láadan. Madison, WI: Society for the Furtherance and Study of Fantasy and Science- Fiction, 1985. Henning, Jeffrey. Model Languages: The Newsletter Discussing Newly Imagined Words for Newly Imagined Worlds. <http://www.Langmaker.com/ml00.htm>. Kennaway, Richard. Some Internet Resources Relating to Constructed Languages. <http://www.sys.uea.ac.uk/jrk/conlang.php>. (The most comprehensive list (with links) of invented languages on the Internet.) Laycock, Donald C. The Complete Enochian Dictionary: A Dictionary of the Angelic Language as Revealed to Dr. John Dee and Edward Kelley. York Beach, Maine: Samuel Weiser, 1994. McLuhan, Marshall. Understanding Media. Reprinted. Cambridge, MA: MIT P, 1994. Salamon, Jeff. "Revenge of the Fanboys." Village Voice 13 Sep., 1994. Schnapp, Jeffrey. "Virgin Words: Hildegard of Bingen's Lingua Ignota and the Development of Imaginary Languages Ancient and Modern." Exemplaria 3.2 (1991): 267-98. Tolkien, J.R.R. "A Secret Vice." The Monsters and the Critics and Other Essays. Ed. Christopher Tolkien. Boston: Houghton Mifflin, 1984. 198-223. Wilkins, John. An Essay Towards a Real Character and a Philosophical Language. Presented to the Royal Society of England in 1668. Wittgenstein, Ludwig. Philosophical Investigations. 3rd ed. Trans. G.E.M. Anscombe. Englewood Cliffs, NJ: Prentice Hall, 1958. Yaguello, Marina. Lunatic Lovers of Language: Imaginary Languages and Their Inventors. Trans. Catherine Slater. (Les fous du langage. 1985.) London: The Athlone Press, 1991. Citation reference for this article MLA style: Sarah L. Higley. "Audience, Uglossia, and CONLANG: Inventing Languages on the Internet." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/languages.php>. Chicago style: Sarah L. Higley, "Audience, Uglossia, and CONLANG: Inventing Languages on the Internet," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/languages.php> ([your date of access]). APA style: Sarah L. Higley. (2000) Audience, Uglossia, and CONLANG: Inventing Languages on the Internet. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/languages.php> ([your date of access]).

Introduction The exhibition of an artist’s work is traditionally accepted as representing the final stage of the creative process (Staniszewski). This article asks, however, whether this traditional view can be reassessed so that the curatorial practice of mounting an exhibition becomes, itself, a creative outcome feeding into work that may still be in progress, and that simultaneously operates as a learning and teaching tool. To provide a preliminary examination of the issue, we use a single case study approach, taking an example of practice currently used at an Australian university. In this program, internal and external students work together to develop and deliver an exhibition of their own work in progress. The exhibition space has a professional website (‘CQUniversity Noosa Exhibition Space’), many community members and the local media attend exhibition openings, and the exhibition (which runs for three to four weeks) becomes an outcome students can include in their curriculum vitae. This article reflects on the experiences, challenges, and outcomes that have been gained through this process over the past twelve months. Due to this time frame, the case study is exploratory and its findings are provisional. The case study is an appropriate method to explore a small sample of events (in this case exhibitions) as, following Merriam, it allows the construction of a richer picture of an under-examined phenomenon to be constructed. Although it is clear that this approach will not offer results which can be generalised, it can, nevertheless, assist in opening up a field for investigation and constructing a holistic account of a phenomenon (in this case, the exhibition space as authentic learning experience and productive teaching tool), for, as Merriam states, “much can be learned from a particular case” (51). Jennings adds that even the smallest case study is useful as it includes an “in-depth examination of the subject with which to confirm or contest received generalizations” (14). Donmoyer extends thoughts on this, suggesting that the single case study is extremely useful as the “restricted conception of generalizability … solely in terms of sampling and statistical significance is no longer defensible or functional” (45). Using the available student course feedback, anonymous end-of-term course evaluations, and other available information, this case study account offers an example of what Merriam terms a “narrative description” (51), which seeks to offer readers the opportunity to engage and “learn vicariously from an encounter with the case” (Merriam 51) in question. This may, we propose, be particularly productive for other educators since what is “learn[ed] in a particular case can be transferred to similar situations” (Merriam 51). Breaking Ground exhibition, CQUniversity Noosa Exhibition Space, 2014. Photo by Ulrike Sturm. Background The Graduate Certificate of Creative Industries (Creative Practice) (CQU ‘CB82’) was developed in 2011 to meet the national Australian Quality Framework agency’s Level 8 (Graduate Certificate) standards in terms of what is called in their policies, the “level” of learning. This states that, following the program, graduates from this level of program “will have advanced knowledge and skills for professional or highly skilled work and/or further learning … [and] will apply knowledge and skills to demonstrate autonomy, well-developed judgment, adaptability and responsibility as a practitioner or learner” (AQF). The program was first delivered in 2012 and, since then, has been offered both two and three terms a year, attracting small numbers of students each term, with an average of 8 to 12 students a term. To meet these requirements, such programs are sometimes developed to provide professional and work-integrated learning tasks and learning outcomes for students (Patrick et al., Smith et al.). In this case, professionally relevant and related tasks and outcomes formed the basis for the program, its learning tasks, and its assessment regime. To this end, each student enrolled in this program works on an individual, self-determined (but developed in association with the teaching team and with feedback from peers) creative/professional project that is planned, developed, and delivered across one term of study for full- time students and two terms for part- timers. In order to ensure the AQF-required professional-level outcomes, many projects are designed and/or developed in partnership with professional arts institutions and community bodies. Partnerships mobilised utilised in this way have included those with local, state, and national bodies, including the local arts community, festivals, and educational support programs, as well as private business and community organisations. Student interaction with curation occurs regularly at art schools, where graduate and other student shows are scheduled as a regular events on the calendar of most tertiary art schools (Al-Amri), and the curated exhibition as an outcome has a longstanding tradition in tertiary fine arts education (Webb, Brien, and Burr). Yet in these cases, it is ultimately the creative work on show that is the focus of the learning experience and assessment process, rather than any focus on engagement with the curatorial process itself (Dally et al.). When art schools do involve students in the curatorial process, the focus usually still remains on the students' creative work (Sullivan). Another interaction with curation is when students undertaking a tertiary-level course or program in museum, and/or curatorial practice are engaged in the process of developing, mounting, and/or critiquing curated activities. These programs are, however, very small in number in Australia, where they are only offered at postgraduate level, with the exception of an undergraduate program at the University of Canberra (‘215JA.2’). By adopting “the exhibition” as a component of the learning process rather than its end product, including documentation of students’ work in progress as exhibition pieces, and incorporating it into a more general creative industries focused program, we argue that the curatorial experience can become an interactive learning platform for students ranging from diverse creative disciplines. The Student Experience Students in the program under consideration in this case study come from a wide spectrum of the creative industries, including creative writing, film, multimedia, music, and visual arts. Each term, at least half of the enrolments are distance students. The decision to establish an on-campus exhibition space was an experimental strategy that sought to bring together students from different creative disciplines and diverse locations, and actively involve them in the exhibition development and curatorial process. As well as their individual project work, the students also bring differing levels of prior professional experience to the program, and exhibit a wide range of learning styles and approaches when developing and completing their creative works and exegetical reflections. To cater for the variations listed above, but still meet the program milestones and learning outcomes that must (under the program rules) remain consistent for each student, we employed a multi-disciplinary approach to teaching that included strategies informed by Gardner’s theory of multiple intelligences (Gardner, Frames of Mind), which proposed and defined seven intelligences, and repeatedly criticised what he identified as an over-reliance on linguistic and logical indices as identifiers of intelligence. He asserted that these were traditional indicators of high scores on most IQ measures or tests of achievement but were not representative of overall levels of intelligence. Gardner later reinforced that, “unless individuals take a very active role in what it is that they’re studying, unless they learn to ask questions, to do things hands on, to essentially re-create things in their own mind and transform them as is needed, the ideas just disappear” (Edutopia). In alignment with Gardner’s views, we have noted that students enrolled in the program demonstrate strengths in several key intelligence areas, particularly interpersonal, musical, body-kinaesthetic, and spacial/visual intelligences (see Gardner, ‘Multiple Intelligences’, 8–18). To cater for, and further develop, these strengths, and also for the external students who were unable to attend university-based workshop sessions, we developed a range of resources with various approaches to hands-on creative tasks that related to the projects students were completing that term. These resources included the usual scholarly articles, books, and textbooks but were also sourced from the print and online media, guest speaker presentations, and digital sites such as You Tube and TED Talks, and through student input into group discussions. The positive reception of these individual project-relevant resources is evidenced in the class online discussion forums, where consecutive groups of students have consistently reflected on the positive impact these resources have had on their individual creative projects: This has been a difficult week with many issues presenting. As part of our Free Writing exercise in class, we explored ‘brain dumping’ and wrote anything (no matter how ridiculous) down. The great thing I discovered after completing this task was that by allowing myself to not censor my thoughts by compiling a writing masterpiece, I was indeed “free” to express everything. …. … I understand that this may not have been the original intended goal of Free Writing – but it is something I would highly recommend external students to try and see if it works for you (Student 'A', week 5, term 1 2015, Moodle reflection point). I found our discussion about crowdfunding particularly interesting. ... I intend to look at this model for future exhibitions. I think it could be a great way for me to look into developing an exhibition of paintings alongside some more commercial collateral such as prints and cards (Student 'B', week 6, term 1 2015, Moodle reflection point). In class I specifically enjoyed the black out activity and found the online videos exceptional, inspiring and innovating. I really enjoyed this activity and it was something that I can take away and use within the classroom when educating (Student 'C', week 8, term 1 2015, Moodle reflection point). The application of Gardner’s principles and strategies dovetailed with our framework for assessing learning outcomes, where we were guided by Boud’s seven propositions for assessment reform in higher education, which aim to “set directions for change, designed to enhance learning achievements for all students and improve the quality of their experience” (26). Boud asserts that assessment has most effect when: it is used to engage students in productive learning; feedback is used to improve student learning; students and teachers become partners in learning and assessment; students are inducted into the assessment practices of higher education; assessment and learning are placed at the centre of subject and program design; assessment and learning is a focus for staff and institutional development; and, assessment provides inclusive and trustworthy representation of student achievement. These propositions were integral to the design of learning outcomes for the exhibition. Teachers worked with students, individually and as a group, to build their capacity to curate the exhibition, and this included such things as the design and administration of invitations, and also the physical placement of works within the exhibition space. In this way, teachers and students became partners in the process of assessment. The final exhibition, as a learning outcome, meant that students were engaged in productive learning that placed both assessment and knowledge at the centre of subject and project design. It is a collation of creative pieces that embodies the class, as a whole; however, each piece also represents the skills and creativity of individual students and, in this way, are is a trustworthy representations of student achievement. While we aimed to employ all seven recommendations, our main focus was on ensuring that the exhibition, as an authentic learning experience, was productive and that the students were engaged as responsible and accountable co-facilitators of it. These factors are particularly relevant as almost all the students were either currently working, or planning to work, in their chosen creative field, where the work would necessarily involve both publication, performance, and/or exhibition of their artwork plus collaborative practice across disciplinary boundaries to make this happen (Brien). For this reason, we provided exhibition-related coursework tasks that we hoped were engaging and that also represented an authentic learning outcome for the students. Student Curatorship In this context, the opportunity to exhibit their own works-in-progress provided an authentic reason, with a deadline, for students to both work, and reflect, on their creative projects. The documentation of each student’s creative process was showcased as a stand-alone exhibition piece within the display. These exhibits not only served not only to highlight the different learning styles of each student, but also proved to inspire creativity and skill development. They also provided a working model whereby students (and potential enrollees) could view other students’ work and creative processes from inception to fully-realised project outcomes. The sample online reflections quoted above not only highlight the effectiveness of the online content delivery, but this engagement with the online forum also allowed remote students to comment on each other’s projects as well as to and respond to issues they were encountering in their project planning and development and creative practice. It was essential that this level of peer engagement was fostered for the curatorial project to be viable, as both internal and external students are involved in designing the invitation, catalogue, labels, and design of the space, while on-campus students hang and label work according to the group’s directions. Distance students send in items. This is a key point of this experiment: the process of curating an exhibition of work from diverse creative fields, and from students located thousands of kilometres apart, as a way of bringing cohesion to a diverse cohort of students. That cohesiveness provided an opportunity for authentic learning to occur because it was in relation to a task that each student apparently understood as personally, academically, and professionally relevant. This was supported by the anonymous course evaluation comments, which were overwhelmingly positive about the exhibition process – there were no negative comments regarding this aspect of the program, and over 60 per cent of the class supplied these evaluations. This also met a considerable point of anxiety in the current university environment whereby actively engaging students in online learning interactions is a continuing issue (Dixon, Dixon, and Axmann). A key question is: what relevance does this curatorial process have for a student whose field is not visual art, but, for instance, music, film, or writing? By displaying documentation of work in progress, this process connects students of all disciplines with an audience. For example, one student in 2014 who was a singer/songwriter, had her song available to be played on a laptop, alongside photographs of the studio when she was recording her song with her band. In conjunction with this, the cover artwork for her CD, together with the actual CD and CD cover, were framed and exhibited. Another student, who was also a musician but who was completing a music history project, sent in pages of the music transcriptions he had been working on during the course. This manuscript was bound and exhibited in a way that prompted some audience members to commented that it was like an artist’s book as well as a collection of data. Both of these students lived over 1,000 kilometres from the campus where the exhibition was held, but they were able to share with us as teaching staff, as well as with other students who were involved in the physical setting up of the exhibition, exactly how they envisaged their work being displayed. The feedback from both of these students was that this experience gave them a strong connection to the program. They described how, despite the issue of distance, they had had the opportunity to participate in a professional event that they were very keen to include on their curricula vitae. Another aspect of students actively participating in the curation of an exhibition which features work from diverse disciplines is that these students get a true sense of the collaborative interconnectedness of the disciplines of the creative industries (Brien). By way of example, the exhibit of the singer/songwriter referred to above involved not only the student and her band, but also the photographer who took the photographs, and the artist who designed the CD cover. Students collaboratively decided how this material was handled in the exhibition catalogue – all these names were included and their roles described. Breaking Ground exhibition, CQUniversity Noosa Exhibition Space, 2014. Photo by Ulrike Sturm. Outcomes and Conclusion We believe that the curation of an exhibition and the delivery of its constituent components raises student awareness that they are, as creatives, part of a network of industries, developing in them a genuine understanding of the way the creating industries works as a profession outside the academic setting. It is in this sense that this curatorial task is an authentic learning experience. In fact, what was initially perceived as a significant challenge—, that is, exhibiting work in progress from diverse creative fields—, has become a strength of the curatorial project. In reflecting on the experiences and outcomes that have occurred through the implementation of this example of curatorial practice, both as a learning tool and as a creative outcome in its own right, a key positive indicator for this approach is the high level of student satisfaction with the course, as recorded in the formal, anonymous university student evaluations (with 60–100 per cent of these completed for each term, when the university benchmark is 50 per cent completion), and the high level of professional outcomes achieved post-completion. The university evaluation scores have been in the top (4.5–5/.5) range for satisfaction over the program’s eight terms of delivery since 2012. Particularly in relation to subsequent professional outcomes, anecdotal feedback has been that the curatorial process served as an authentic and engaged learning experience because it equipped the students, now graduates, of the program with not only knowledge about how exhibitions work, but also a genuine understanding of the web of connections between the diverse creative arts and industries. Indeed, a number of students have submitted proposals to exhibit professionally in the space after graduation, again providing anecdotal feedback that the experience they gained through our model has had a sustaining impact on their creative practice. While the focus of this activity has been on creative learning for the students, it has also provided an interesting and engaging teaching experience for us as the program’s staff. We will continue to gather evidence relating to our model, and, with the next iteration of the exhibition project, a more detailed comparative analysis will be attempted. At this stage, with ethics approval, we plan to run an anonymous survey with all students involved in this activity, to develop questions for a focus group discussion with graduates. We are also in the process of contacting alumni of the program regarding professional outcomes to map these one, two, and five years after graduation. We will also keep a record of what percentage of students apply to exhibit in the space after graduation, as this will also be an additional marker of how professional and useful they perceive the experience to be. In conclusion, it can be stated that the 100 per cent pass rate and 0 per cent attrition rate from the program since its inception, coupled with a high level (over 60 per cent) of student progression to further post-graduate study in the creative industries, has not been detrimentally affected by this curatorial experiment, and has encouraged staff to continue with this approach. References Al-Amri, Mohammed. “Assessment Techniques Practiced in Teaching Art at Sultan Qaboos University in Oman.” International Journal of Education through Art 7.3 (2011): 267–282. AQF Levels. Australian Qualifications Framework website. 18 June 2015 ‹http://www.aqf.edu.au/aqf/in-detail/aqf-levels/›. Boud, D. Student Assessment for Learning in and after Courses: Final Report for Senior Fellowship. Sydney: Australian Learning and Teaching Council, 2010. Brien, Donna Lee, “Higher Education in the Corporate Century: Choosing Collaborative rather than Entrepreneurial or Competitive Models.” New Writing: The International Journal for the Practice and Theory of Creative Writing 4.2 (2007): 157–170. Brien, Donna Lee, and Axel Bruns, eds. “Collaborate.” M/C Journal 9.2 (2006). 18 June 2015 ‹http://journal.media-culture.org.au/0605›. Burton, D. Exhibiting Student Art: The Essential Guide for Teachers. New York: Teachers College Press, Columbia University, New York, 2006. CQUniversity. CB82 Graduate Certificate in Creative Industries. 18 July 2015 ‹https://handbook.cqu.edu.au/programs/index?programCode=CB82›. CQUniversity Noosa Exhibition Space. 20 July 2015 ‹http://www.cqunes.org›. Dally, Kerry, Allyson Holbrook, Miranda Lawry and Anne Graham. “Assessing the Exhibition and the Exegesis in Visual Arts Higher Degrees: Perspectives of Examiners.” Working Papers in Art & Design 3 (2004). 27 June 2015 ‹http://sitem.herts.ac.uk/artdes_research/papers/wpades/vol3/kdabs.html›. Degree Shows, Sydney College of the Arts. 2014. 18 June 2015 ‹http://sydney.edu.au/sca/galleries-events/degree-shows/index.shtml› Dixon, Robert, Kathryn Dixon, and Mandi Axmann. “Online Student Centred Discussion: Creating a Collaborative Learning Environment.” Hello! Where Are You in the Landscape of Educational Technology? Proceedings ASCILITE, Melbourne 2008. 256–264. Donmoyer, Robert. “Generalizability and the Single-Case Study.” Case Study Method: Key Issues, Key Texts. Eds. Roger Gomm, Martyn Hammersley, and Peter Foster. 2000. 45–68. Falk, J.H. “Assessing the Impact of Exhibit Arrangement on Visitor Behavior and Learning.” Curator: The Museum Journal 36.2 (1993): 133–146. Flyvbjerg, Bent. “Five Misunderstandings about Case-Study Research.” Qualitative Inquiry 12.2 (2006): 219–245. Gardner, H. Frames of Mind: The Theory of Multiple Intelligences, New York: Basic Books, 1983. ———. Multiple Intelligences: New Horizons in Theory and Practice, New York: Basic Books, 2006. George Lucas Education Foundation. 2015 Edutopia – What Works in Education. 16 June 2015 ‹http://www.edutopia.org/multiple-intelligences-howard-gardner-video#graph3›. Gerring, John. “What Is a Case Study and What Is It Good For?” American Political Science Review 98.02 (2004): 341–354. Hooper-Greenhill, Eilean. “Museums and Communication: An Introductory Essay.” Museum, Media, Message 1 (1995): 1. Jennings, Paul. The Public House in Bradford, 1770-1970. Keele: Keele University Press, 1995. Levy, Jack S. “Case Studies: Types, Designs, and Logics of Inference.” Conflict Management and Peace Science 25.1 (2008): 1–18. Merriam, Sharan B. Qualitative Research: A Guide to Design and Implementation: Revised and Expanded from Qualitative Research and Case Study Applications in Education. Jossey-Bass, 2009. Miles, M., and S. Rainbird. From Critical Distance to Engaged Proximity: Rethinking Assessment Methods to Enhance Interdisciplinary Collaborative Learning in the Creative Arts and Humanities. Final Report to the Australian Government Office for Learning and Teaching, Sydney. 2013. Monash University. Rethinking Assessment to Enhance Interdisciplinary Collaborative Learning in the Creative Arts and Humanities. Sydney: Office of Learning and Teaching, 2013. Muller, L. Reflective Curatorial Practice. 17 June 2015 ‹http://research.it.uts.edu.au/creative/linda/CCSBook/Jan%2021%20web%20pdfs/Muller.pdf›. O’Neill, Paul. Curating Subjects. London: Open Editions, 2007. Patrick, Carol-Joy, Deborah Peach, Catherine Pocknee, Fleur Webb, Marty Fletcher, and Gabriella Pretto. The WIL (Work Integrated Learning) Report: A National Scoping Study [Final Report]. Brisbane: Queensland University of Technology, 2008. Rule, A.C. “Editorial: The Components of Authentic Learning.” Journal of Authentic Learning 3.1 (2006): 1–10. Seawright, Jason, and John Gerring. “Case Selection Techniques in Case Study Research: A Menu of Qualitative and Quantitative Options.” Political Research Quarterly 61.2 (2008): 294–308. Smith, Martin, Sally Brooks, Anna Lichtenberg, Peter McIlveen, Peter Torjul, and Joanne Tyler. Career Development Learning: Maximising the Contribution of Work-Integrated Learning to the Student Experience. Final project report, June 2009. Wollongong: University of Wollongong, 2009. Sousa, D.A. How the Brain Learns: A Teacher’s Guide. 2nd ed. Thousand Oaks, CA: Corwin Press, 2001. Stake, R. “Qualitative Case Studies”. The Sage Handbook of Qualitative Research. 3rd ed. Eds. N.K. Denzin and Y.S. Lincoln. Thousand Oaks, CA: Sage, 2005. 433-466. Staniszewski, Mary Anne. The Power of Display: A History of Exhibition Installations at the Museum of Modern Art. Cambridge, MA: MIT Press, 1998. Sullivan, Graeme. Art Practice as Research: Inquiry in Visual Arts. Thousand Oaks, CA: Sage, 2010. University of Canberra. “Bachelor of Heritage, Museums and Conservation (215JA.2)”. Web. 27 July 2015. Ventzislavov, R. “Idle Arts: Reconsidering the Curator.” The Journal of Aesthetics and Art Criticism 72.1 (2014): 83–93. Verschuren, P. “Case Study as a Research Strategy: Some Ambiguities and Opportunities.” International Journal of Social Research Methodology 6.2 (2003): 121–139. Webb, Jen, and Donna Lee Brien. “Preparing Graduates for Creative Futures: Australian Creative Arts Programs in a Globalising Society.” Partnerships for World Graduates, AIC (Academia, Industry and Community) 2007 Conference, RMIT, Melbourne, 28–30 Nov. 2007. 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Years have come and gone and Bob is still around He’s tied up by his ankles and he’s hanging upside downA lifetime of infection and his lungs all filled with phlegmThe CF would’ve killed him if it weren’t for S&M Supermasochistic Bob has Cystic Fibrosis by Bob Flanagan. Soundtrack from 1997 documentary, Sick: The Life & Death of Bob Flanagan In the 1997 film, Sick: The Life & Death of Bob Flanagan, Supermasochist, artist Bob Flanagan quite literally lays himself bare to the viewer. This is a wrenching documentary which charts the dying Flanagan’s battles with cystic fibrosis (CF), and also explores the impact of this on his art and life. Sick also explores to an explicit degree the sadomasochist practices that permeated Flanagan’s private life and performance art practice, and which he used as a means of asserting control of the chronic pain and infirmity of his medical condition. Sick is not an easy watch. The film evokes feelings of fear, empathy, and horror. It challenges notions of taste and bad taste. It subjects the viewer to witness the vulnerability of the repeatedly tortured and invaded body of the artist, and of his eventual confrontation with death. As performance pieces go, this is an extreme example of body-based art. Where does this extraordinary piece stem from? From which traditions in art does it draw? To answer these questions, it is necessary to examine the framework of disability art, transgressive art, and also the tradition of medical Gothic, or the history of the Gothic body as a site of art—art that involves reading the body as carnivalesque, as degenerate, as ab-human, as abject entity. The Gothic Body as Site of Art The body has long been a site of exploration in medical practice and in artistic practice. The body has been displayed and examined in various forms, as subject, object, or abject entity through ossories, medical collections, museums of pathology, and freak shows. Paintings of crucifixions and martyrdoms, and practices of flagellation have glorified the tortured body of Christians as physical reminders of extreme piety. The abnormal or monstrous body has been a trope in art since the medieval period, often identified with ideas of evil or sin. Anatomical bodies have been referenced and explored by artists since the Renaissance. With the popular explosion of performance art in the 1960’s, bodily practices have been incorporated into site specific art. Artists’ bodies are offered for our gaze, and sometimes for interaction with, all within the context of performance. Although performance art originates in the early 20th century, it was exponents of the 1960’s that firmly aligned this practice with the site of the artist’s body. At this time, the body became a new focus of culture, with the rise in sexual freedom and the accepted use of nudity in performances and happenings. This resulted in the performance of body-based pieces such as Carolee Schneemann’s Meat Joy (1964) and Interior Scroll (1975), Hermann Nitsch and the Viennese Actionists and their Theatre of Orgies and Mysteries (1962), and Vito Acconci’s Seedbed (1971). This legacy of sexual, violent, or abject performances results in the creation of provocative and disturbing contemporary pieces such as Sick that confront the spectator with the vulnerabilities and limits of the living body. Today, contemporary culture is suffused with images of the body, both the idealised bodies of advertising and music videos, and the grotesque and transfigured bodies of contemporary art. Spooner has commented, “Contemporary Gothic is more obsessed with bodies than in any of its previous phases: bodies become spectacle, provoking disgust, modified, reconstructed and artificially augmented” (63). Today, culture’s preoccupation with the body runs the gamut from horror films obsessed with the penetrated body, to subcultural style and body manipulation, and the increasing popularity of plastic surgery makeovers on mainstream television. The body has never been so exposed, so open to the audience’s gaze. Key artists such as Damien Hirst, Mat Collishaw, the Chapman Brothers, Gabriela Friðriksdóttir, and Sue de Beer respond to this contemporary preoccupation by exploring the body in its manifold Gothic forms. This is a rich body of work that uses abject materials, references slasher movies, and plays with notions of identity, societal violence, body-horror, and the grotesque. This article looks specifically at works by contemporary transgressive artists that utilise their own bodies as site of performance, and the challenges to accepted tastes that this work poses. Performances by Bob Flanagan, Ron Athey, and Marina Abramovic are analysed in terms of boundaries, identity, and other implications in using the body of the artist as the site of art. Tropes of torture, pain. and body modification are examined as contesting the parameters of what body limits and of what is acceptable in contemporary art practice. An Intimate Canvas: The Artist’s Body as Site So what does it mean to use your own body as site of exploration? The work of artists who use their own bodies as a site of spectacle, as a medium of art, has several interesting implications. By its very nature, such an act is transgressive. It blurs the boundaries between artwork and artist. This creates an interesting tension between self and other and, indeed, arguably explores the notion of self as other. This work has an autobiographical function, in that it not only reveals universal themes of significance to the artist but, given the intimacy of the canvas, it also betrays personal preoccupations, and signifies the artist’s own relationship with the body and bodily practices. The use of the human body as canvas brings an intense physical and emotional proximity to the piece. The bodily traumas that are witnessed via performance art—whether it is Chris Burden being nailed to a Volkswagen (Trans-fixed, 1974) or Marina Abramović and Ulay collapsing, unconscious, lungs filled with carbon dioxide from reciprocal exchange of breaths (Breathing In/Breathing Out, 1977)—constitute an intimate link with the audience that arises from the shock of witnessing these transgressive acts. The body of the artist exposed in this way—a body normally only viewed by a partner, doctor or close family member—creates immediacy, giving the individual spectator in an intimate connection with the artist. Francesca Gavin, in her introductory essay to Hellbound: New Gothic Art, cites this voyeurism as essential to the experience of viewing Gothic art: “By looking at the violence or horror we become complicit in its creation, part of the cause—hence part of the discomfort in looking” (7). The first of these areas of discomfort to consider is the association of the body with pain, torture and mutilation, and the use of the artist’s body to explore this theme. Pushing the Limits: The Artist’s Body as Site of Pain The work of Marina Abramović has had a powerful effect on the contemporary landscape of body-based performance art that tests the limits of endurance of the corporeal body. Her past projects have focused on the uneasy power exchange between audience and performer. In Rhythm 0 (1974), her first long durational performance, Abramović offered her audience a choice of 72 objects including a gun, a hammer, sugar, and scissors, to be used on her own body, without any limitations on their deployment. This six-hour performance featured a motionless Abramović offering her body passively to the spectators to interact with. The intensity of the resulting video piece is remarkable; the recording of the performance captures the potential dissolution of the societal contract between artist and audience, a mutable discourse of agency and power. Abramović spoke of the sense of fear she experienced during this performance— “I felt really violated: they cut up my clothes, stuck rose thorns in my stomach, one person aimed the gun at my head, and another took it away. It created an aggressive atmosphere” (quoted, Danieri 30). Her work plays constantly with the idea of boundaries and limits, often pushing her physical self past extraordinary barriers of pain and exertion, as in Rhythm 5 (1974) where she lost consciousness as a result of smoke inhalation and had to be rescued by the spectators. Amelia Jones has analysed these performances of pain as central to the artist’s desire to establish a connection with the audience during performances: “While pain cannot be shared, its effects can be projected onto others such that they become the site of suffering […] and the original sufferer can attain some semblance of self-containment (paradoxically, through the very penetration and violation of the body” (230). One could also argue that this sharing of experience also effectively normalises the abnormal body by establishing a common bond between viewer and performer. However, this work raises questions for the viewer. Is what these artists do self-harm, presented on a public stage? Is this ethical? And, importantly, is it within the bounds of taste? The answer, it would seem, lies in issues of agency and control and, of course, in the separation of art from life that occurs due to the act of performing itself. As Coogan puts it “[t]he performance frame is contingent and temporary, holding the performer in a liminal, provisional and suspended place” (1). While Abramović’s work experiments with bodily endurance and performative limits, other artists who produce autobiographical, body-based performance can be located within the world of medical discourse and performed disability. An artist who subverts the boundaries of the body, and taste alike, is Ron Athey, the HIV-positive artist who makes performance work based on blood rituals, torture, and cutting. His use of blood is central to his practice, and the fact that this blood, which is let through performances, contains the HIV virus, gives it a doubly abject aspect. His performance Excerpted Rites Transformation (1995) which took place at the Walker Art Museum in Minneapolis caused an extreme reaction. During this performance Athey pierced own his skin with needles, and also cut into the skin of black artist Daryl Carlton in a mimicry of tribal scarification rituals that highlighted issues of race, then hung handkerchiefs dipped in Carlton’s blood on clotheslines that ran over the heads of the audience. Mary Abbe, an art critic with the Minneapolis Star Tribune who had not attended the performance, wrote an article about the danger posed to the audience by what she wrongly termed Athey’s blood. (Carlton is not HIV positive). It is clear from the tone of this response that such disease causes a profound dis-ease in the beholder. Bob Flanagan’s oeuvre also locates him in this tradition of artists who perform their disability on a public stage. Critics such as Kuppers consider Athey and Flanagan as artists who subvert the medical gaze (Foucault), refusing to accept the passive role of ‘patient’, and defiantly flaunting their abnormal bodies in the public arena. These bodies can also be considered as modified bodies. Sandahl has contextualised Athey’s performance as going beyond the parameters of the human body: “Athey’s radical cyborg identity is a temporary mode of survival, an alternative way of being in there here and now. A body not interested solely in cure nor submissive to medical interventions” (59). Kuppers, in The Scar of Visibility: Medical Performances and Contemporary Art, reflects on Flanagan and Athey’s careers as disabled artists. She examines how Flanagan constructs his identity as a chronically ill artist, and his pain performances that allowed him to avoid attracting the sentimental pity associated with illness; replacing audience empathy with shock and often revulsion. Kuppers highlights Flanagan’s use of dark humour in his performances through songs like Fun to be Dead (1997), which work to subvert the dominance of his illness. In fact, Flanagan’s work often asserts his central belief that his relative longevity (he lived to be 43, a decade longer than most CF sufferers) was achieved by his ability to counter the pain of his chronic condition with the pain of his masochistic suffering. The stereotype that the masochist is snivelling and weak is actually not true. The masochist has to know his or her own body perfectly well and be in full control of their body, in order to give control to somebody else or to give control to pain. So the masochist is actually a very strong person. I think some of that strength is what I use to combat the illness. (Dick) Athey’s description of his relief at the act of cutting echoes Flanagan’s identification of these rites as way of asserting control over a dysfunctional body: “The sight of your own blood, brought forth from your own hand, spells an almost immediate relief, a release to the pressure valve. It’s a violation that you yourself now control.” What effect does this painful and masochistic art have on the audience? On the act of viewing? On taste itself? Taste and Transgression: Beyond the Parameters of the Body The notion of taste is a hotly debated area in contemporary art practice—arguments rage as to what constitutes good or bad taste. Woodward argues that “[B]ad taste often passes for avant-garde taste these days—so long as the artist signals ‘transgressive’ intent” (1). Grunenberg (1997) has addressed the problematic notion of the audience engagement with this mode of Gothic art, asking whether it has ilost its power to shock. He contends that with the contemporary saturation of all media with violent and shocking imagery, “the ability to be shocked and moved by real or fictitious images of horror has been showing positive signs of attrition.” Nevertheless, the proximity of performance, the immediacy of the artist’s body as canvas, the feelings of horror, empathy, and even wonder occasioned by the manipulation and excesses of the body, continue to draw audiences. The artist’s body as site of performance becomes a space in which the audience may inscribe their own narratives. The body is a locus of projection, almost ab-human, “a not-quite-human subject, characterised by its morphic variability, continually in danger of becoming not-itself, becoming other” (Hurley 3–4). As the artist’s body becomes ever more manipulated and pushed beyond boundaries of taste and pain, it forces artist and audience alike to ask what lies beyond the parameters of the body. Experimentation with torture methods, with cutting, with abject materials, seems to lead back inevitably to the notion of Gothic, othered body, and a desire to pass beyond the boundaries of the repeatedly invaded and wracked body. Once you transgress the boundaries of the body, the logical locus that lies beyond is death. Dick’s Sick documents Bob Flanagan’s death, which formed part of the agreement between documentary maker and artist before shooting. Flanagan hoped his body art would continue beyond death: “I want a wealthy collector to finance an installation in which a video camera will be placed in the coffin with my body, connected to a screen on the wall, and whenever he wants to, the patron can see how I’m coming along” (Dick). Playing with the shadow of death becomes a mode of performance itself. Abramović recalls her acceptance of this fact in her early performance pieces: “When I was in Yugoslavia I was always thinking that art was a kind of question between life and death and some of my performances really included the possibility of dying, you know, during the piece, it could happen” (quoted in McEvilley 15). She also records her fear experienced during Rhythm 0 (1974), stating “What I learned was that [... ]if you leave it up to the audience, they can kill you” (quoted in Danieri 29). Death has receded from us in the 21st century. Death happens in hospitals, in the antiseptic confines of the Intensive Care Unit, it is medicated and mediated by medical staff. Traditional rituals of deathbed conversations and posthumous wakes are gradually disappearing. The discourse of death has grown silent except through the medium of the Gothic and especially the Gothic body, as the Gothic “consistently attempts to speak about the unspeakable—that is, death” (McGrath 154). Artists such as Abramović, Flanagan, and Athey function within this Gothic tradition. By insistently presenting their Gothic bodies, they force the audience to acknowledge death, transgression, and decay as realities. With collaborative partners, they mediate the process of surgery, torture, dying, and even the moment of death through photography and lens-based media. This use of media in capturing the moment also functions in a contemporary post-religious society as a mode of replication and, even, perhaps, of immortality. Bold, provocative, and challenging, the work of these transgressive artists continues to challenge the idea of bodily limits and boundaries and highlight the notion of the body as site of transformation. They continue to challenge our taste, our definition of art, and our comfort as audience. The words of Gavin come again to mind: “By looking at the violence or horror we become complicit in its creation, part of the cause—hence part of the discomfort in looking” (7). Using the artist’s body as site of performance forces us to challenge our conception of art, illness, life and death and leads to a reappraisal of taste itself. References Abbe, Mary. “Bloody Performance Draws Criticism.” Star Tribune 24 Mar. 1994. 1A. Abramovic, Marina. [website] 4 Feb. 2014. ‹http://www.marinaabramovicinstitute.org›. Athey, Ron. [website] 4 Feb. 2014. ‹http://ronatheynews.blogspot.ie›. Coogan, Amanda. “What is Performance Art?.” Irish Museum of Modern Art [website] (2011). 4 Feb. 2014 ‹http://www.imma.ie/en/page_212496.htm›. Daneri, Anna, Giacinto Di Pietrantonio, L. Hegyi, SR Sanzio, & A. Vettese. Eds. Marina Abramović. Milan: Charta, 2002. Dick, Kirby. Sick: The Life & Death of Bob Flanagan, Supermasochist. Dir. Kirby Dick. 1997. Flanagan, Bob. [website] 4 Feb. 2014. ‹http://vv.arts.ucla.edu/terminals/flanagan/flanagan.html›. Gavin, Francesca. Hellbound: New Gothic Art. London: Laurence King Publishing, 2008. Grunenberg, Christoph. “Unsolved Mysteries: Gothic Tales from Frankenstein to the Hair Eating Doll.” Gothic: Transmutations of Horror in Late Twentieth Century Art. Ed. Christoph Grunenberg. Boston: MIT Press, 1997. Hurley, Kelly. The Gothic Body: Sexuality, Materialism, and Degeneration at the Fin de Siècle. Cambridge: Cambridge UP, 1997. 160–212. Kuppers, Petra. The Scar of Visibility: Medical Performances and Contemporary Art. Minneapolis: U of Minnesota P, 2007. Mc Grath, Patrick. “Transgression and Decay.” Gothic: Transmutations of Horror in Late Twentieth Century Art. Ed. Christoph Grunenberg. Boston: MIT Press, 1997. 153–58. Spooner, Catherine. Contemporary Gothic. London: Reaktion Books, 2006. Sandahl, Carrie. “Performing Metaphors: Aids, Disability and Technology.” Contemporary Theatre Review 11.3–4 (2001): 49–60. Woodward, Richard B. “When Bad is Good.” ARTnews [website] (2012). 4 Feb. 2014. ‹http://www.artnews.com/2012/04/12/when-bad-is-good›. Zylinska, Joanna. The Cyborg Experiments: The Extensions of the Body in the Media Age. London: Continuum, 2002.

A slash manip is a photo remix that montages visual signs from popular media with those from gay pornography, creating a new cultural artefact. Slash (see Russ) is a fannish practice that homoeroticises the bonds between male media characters and personalities—female pairings are categorised separately as ‘femslash’. Slash has been defined almost exclusively as a female practice. While fandom is indeed “women-centred” (Bury 2), such definitions have a tendency to exclude male contributions. Remix has been well acknowledged in discussions on slash, most notably video remix in relation to slash vids (Kreisinger). Non-written slash forms such as slash vids (see Russo) and slash fanart (see Dennis) have received increased attention in recent years. This article continues the tradition of moving beyond fiction by considering the non-written form of slash manips, yet to receive sustained scholarly attention. Speaking as a practitioner—my slash manips can be found here—I perform textual analysis from an aca–fan (academic and fan) position of two Merlin slash manips by male Tumblr artist wandsinhand. My textual analysis is influenced by Barthes’s use of image semiotics, which he applies to the advertising image. Barthes notes that “all images are polysemous”, that underlying their signifiers they imply “a ‘floating chain’ of signifieds, the reader able to choose some and ignore others” (274). That said, the advertising image, he argues, constructs an “undoubtedly intentional […] signification”, making it ideally suited for analysis (270). By supplementing my analysis with excerpts from two interviews I conducted with wandsinhand in February and April 2013 (quoted here with permission), I support my readings with respect to the artist’s stated ‘intentional reading’. I then contextualise these readings with respect to canon (Merlin) representations and gay pornography—via the chosen sexual acts/positions, bukkake and doggystyle, of the pornographic base models, as selected by the artist. This approach allows me to examine the photo remix qualities of slash manips with respect to the artist’s intentions as well as how artistic choices of inclusion function to anchor meaning in the works. I describe these choices as the ‘semiotic significance of selection’. Together the readings and interviews in this article help illustrate the value of this form and the new avenues it opens for slash scholars, such as consideration of photo remix and male production, and the importance of gay pornography to slash. My interviews also reveal, via the artist’s own assessment of the ‘value’ of his practice, a tendency to devalue or overlook the significance of this particular slash form, affirming a real need for further critical engagement with this under-examined practice. Slash Photo Remix: Famous Faces, Porny Bodies Lessig defines remix culture as based on an activity of “rip, mix and burn” (12–5); while Navas describes it as a “practice of cut/copy and paste” (159)—the latter being more applicable to photo remix. Whereas Lessig is concerned primarily with issues of copyright, Navas is interested in remix’s role in aesthetics and the political economy. Within fan studies, slash vids—a form of video remix—has been a topic of considerable academic interest in recent years. Slash manips—a form of photo or image remix—however, has not attracted the same degree of interest. Stasi’s description of slash as “a non-hierarchical, rich layering of genres” points to the usefulness of slash manips as an embodiment of the process of slash; whereby artists combine, blend and mutate graphic layers from popular media with those from gay pornography. Aesthetics and the slash manip process are central concerns of this article’s consideration of slash photo remix. Slash manips, or slash photo montage, use image manipulation software (Adobe Photoshop being the community standard, see wandsinhand’s tutorial) to layer the heads of male fictional characters from stills or promotional images with scenes—static or moving—from gay pornography. Once an artist has selected pornographic ‘base models’ anatomically suited to canon characters, these models are often then repositioned into the canon universe, which in the case of Merlin means a medieval setting. (Works not repositioned and without added details from canon are generally categorised as ‘male celebrity fakes’ rather than ‘slash manips’.) Stedman contends that while many fan studies scholars are interested in remix, “studies commonly focus on examples of remixed objects rather than the compositional strategies used by remix composers themselves” (107). He advocates moving beyond an exclusive consideration of “text-centred approaches” to also consider “practice-” and “composer-centred” approaches. Such approaches offer insight into “the detailed choices composers actually make when composing” (107). He refers to recognition of the skills required by a remix composer as “remix literacy” (108). This article’s consideration of the various choices and skills that go into the composition of slash manips—what I term the ‘semiotic significance of selection’—is explored with respect to wandsinhand’s practice, coupling my reading—informed by my experience as a practitioner—with the interpretations of the artist himself. Jenkins defines slash as “reaction against” constructions of male sexuality in both popular media and pornography (189). By their very nature, slash manips also make clear the oft-overlooked connections between slash and gay pornography, and in turn the contributions of gay male participants, who are well represented by the form. This contrasts with a tendency within scholarship to compare slash with heterosexual female forms, such as the romance genre (Salmon and Symons). Gay pornography plays a visible role in slash manips—and slash vids, which often remix scenes from popular media with gay cinema and pornography. Slash as Romance, Slash as Pornography Early scholarship on slash (see Russ; Lamb and Veith) defines it as a form of erotica or pornography, by and for women; a reductive definition that fails to take into account men’s contribution, yet one that many researchers continue to adopt today. As stated above, there has also been a tendency within scholarship to align the practice with heterosexual female forms such as the romance genre. Such a tendency is by and large due to theorisation of slash as heterosexual female fantasy—and concerned primarily with romance and intimacy rather than sex (see Woledge). Weinstein describes slash as more a “fascination with” than a “representation of” homosexual relationships (615); while MacDonald makes the point that homosexuality is not a major political motivator for slash (28–9). There is no refuting that slash—along with most fannish practice—is female dominated, ethnographic work and fandom surveys reveal that is the case. However there is great need for research into male production of slash, particularly how such practices might challenge reigning definitions and assumptions of the practice. In similar Japanese practices, for example, gay male opposition to girls’ comics (shōjo) depicting love between ‘pretty boys’ (bishōunen) has been well documented (see Hori)—Men’s Love (or bara) is a subgenre of Boys’ Love (or shōnen’ai) predominately created by gay men seeking a greater connection with the lived reality of gay life (Lunsing). Dennis finds male slash fanart producers more committed to muscular representations and depiction of graphic male/male sex when compared with female-identifying artists (14, 16). He also observes that male fanart artists have a tendency of “valuing same-sex desire without a heterosexual default and placing it within the context of realistic gay relationships” (11). I have observed similar differences between male and female-identifying slash manip artists. Female-identifying Nicci Mac, for example, will often add trousers to her donor bodies, recoding them for a more romantic context. By contrast, male-identifying mythagowood is known for digitally enlarging the penises and rectums of his base models, exaggerating his work’s connection to the pornographic and the macabre. Consider, for example, mythagowood’s rationale for digitally enlarging and importing ‘lips’ for Sam’s (Supernatural) rectum in his work Ass-milk: 2012, which marks the third anniversary of the original: Originally I wasn’t going to give Sammy’s cunt any treatment (before I determined the theme) but when assmilk became the theme I had to go find a good set of lips to slap on him and I figured, it’s been three years, his hole is going to be MUCH bigger. (personal correspondence, used with permission) While mythagowood himself cautions against gendered romance/pornography slash arguments—“I find it annoying that people attribute certain specific aspects of my work to something ‘only a man’ would make.” (ibid.)—gay pornography occupies an important place in the lives of gay men as a means for entertainment, community engagement and identity-construction (see McKee). As one of the only cultural representations available to gay men, Fejes argues that gay pornography plays a crucial role in defining gay male desire and identity. This is confirmed by an Internet survey conducted by Duggan and McCreary that finds 98% of gay participants reporting exposure to pornographic material in the 30-day period prior to the survey. Further, the underground nature of gay pornographic film (see Dyer) aligns it with slash as a subcultural practice. I now analyse two Merlin slash manips with respect to the sexual positions of the pornographic base models, illustrating how gay pornography genres and ideologies referenced through these works enforce their intended meaning, as defined by the artist. A sexual act such as bukkake, as wandsinhand astutely notes, acts as a universal sign and “automatically generates a narrative for the image without anything really needing to be detailed”. Barthes argues that such a “relation between thing signified and image signifying in analogical representation” is unlike language, which has a much more ‘arbitrary’ relationship between signifier and signified (272). Bukkake and the Assertion of Masculine Power in Merlin Merlin (2008–12) is a BBC reimagining of the Arthurian legend that focuses on the coming-of-age of Arthur and his close bond with his manservant Merlin, who keeps his magical identity secret until Arthur’s final stand in the iconic Battle of Camlann. The homosexual potential of Merlin and Arthur’s story—and of magic as a metaphor for homosexuality—is something slash fans were quick to recognise. During question time at the first Merlin cast appearance at the London MCM Expo in October 2008—just one month after the show’s pilot first aired—a fan asked Morgan and James, who portray Merlin and Arthur, is Merlin “meant to be a love story between Arthur and Merlin?” James nods in jest. Wandsinhand, who is most active in the Teen Wolf (2011–present) fandom, has produced two Merlin slash manips to date, a 2013 Merlin/Arthur and a 2012 Arthur/Percival, both untitled. The Merlin/Arthur manip (see Figure 1) depicts Merlin bound and on his knees, Arthur ejaculating across his face and on his chest. Merlin is naked while Arthur is partially clothed in chainmail and armour. They are both bruised and dirty, Arthur’s injuries suggesting battle given his overall appearance, while Merlin’s suggesting abuse, given his subordinate position. The setting appears to be the royal stables, where we know Merlin spends much of his time mucking out Arthur’s horses. I am left to wonder if perhaps Merlin did not carry out this duty to Arthur’s satisfaction, and is now being punished for it; or if Arthur has returned from battle in need of sexual gratification and the endorsement of power that comes from debasing his manservant. Figure 1: wandsinhand, Untitled (Merlin/Arthur), 2013, photo montage. Courtesy the artist. Both readings are supported by Arthur’s ‘spent’ expression of disinterest or mild curiosity, while Merlin’s face emotes pain: crying and squinting through the semen obscuring his vision. The artist confirms this reading in our interview: “Arthur is using his pet Merlin to relieve some stress; Merlin of course not being too pleased about the aftermath, but obedient all the same.” The noun ‘pet’ evokes the sexual connotations of Merlin’s role as Arthur’s personal manservant, while also demoting Merlin even further than usual. He is, in Arthur’s eyes, less than human, a sexual plaything to use and abuse at will. The artist’s statement also confirms that Arthur is acting against Merlin’s will. Violence is certainly represented here, the base models having been ‘marked up’ to depict sexualisation of an already physically and emotionally abusive relationship, their relative positioning and the importation of semen heightening the humiliation. Wandsinhand’s work engages characters in sadomasochistic play, with semen and urine frequently employed to degrade and arouse—“peen wolf”, a reference to watersports, is used within his Teen Wolf practice. The two wandsinhand works analysed in this present article come without words, thus lacking a “linguistic message” (Barthes 273–6). However even so, the artist’s statement and Arthur’s stance over “his pet Merlin” mean we are still able to “skim off” (270) the meanings the image contains. The base models, for example, invite comparison with the ‘gay bukkake’ genre of gay pornography—admittedly with a single dominant male rather than a group. Gay bukkake has become a popular niche in North American gay pornography—it originated in Japan as a male–female act in the 1980s. It describes a ritualistic sexual act where a group of dominant men—often identifying as heterosexual—fuck and debase a homosexual, submissive male, commonly bareback (Durkin et al. 600). The aggression on display in this act—much like the homosocial insistency of men who partake in a ‘circle jerk’ (Mosher 318)—enables the participating men to affirm their masculinity and dominance by degrading the gay male, who is there to service (often on his knees) and receive—in any orifice of the group’s choosing—the men’s semen, and often urine as well. The equivalencies I have made here are based on the ‘performance’ of the bukkake fantasy in gay niche hazing and gay-for-pay pornography genres. These genres are fuelled by antigay sentiment, aggression and debasement of effeminate males (see Kendall). I wish here to resist the temptation of labelling the acts described above as deviant. As is a common problem with anti-pornography arguments, to attempt to fix a practice such as bukkake as deviant and abject—by, for example, equating it to rape (Franklin 24)—is to negate a much more complex consideration of distinctions and ambiguities between force and consent; lived and fantasy; where pleasure is, where it is performed and where it is taken. I extend this desire not to label the manip in question, which by exploiting the masculine posturing of Arthur effectively sexualises canon debasement. This began with the pilot when Arthur says: “Tell me Merlin, do you know how to walk on your knees?” Of the imported imagery—semen, bruising, perspiration—the key signifier is Arthur’s armour which, while torn in places, still ensures the encoding of particular signifieds: masculinity, strength and power. Doggystyle and the Subversion of Arthur’s ‘Armoured Self’ Since the romanticism and chivalric tradition of the knight in shining armour (see Huizinga) men as armoured selves have become a stoic symbol of masculine power and the benchmark for aspirational masculinity. For the medieval knight, armour reflects in its shiny surface the mettle of the man enclosed, imparting a state of ‘bodilessness’ by containing any softness beneath its shielded exterior (Burns 140). Wandsinhand’s Arthur/Percival manip (see Figure 2) subverts Arthur and the symbolism of armour with the help of arguably the only man who can: Arthur’s largest knight Percival. While a minor character among the knights, Percival’s physical presence in the series looms large, and has endeared him to slash manip artists, particularly those with only a casual interest in the series, such as wandsinhand: Why Arthur and Percival were specifically chosen had really little to do with the show’s plot, and in point of fact, I don’t really follow Merlin that closely nor am I an avid fan. […] Choosing Arthur/Percival really was just a matter of taste rather than being contextually based on their characterisations in the television show. Figure 2: wandsinhand, Untitled (Arthur/Percival), 2012, photo montage. Courtesy the artist. Concerning motivation, the artist explains: “Sometimes one’s penis decides to pick the tv show Merlin, and specifically Arthur and Percival.” The popularity of Percival among manip artists illustrates the power of physicality as a visual sign, and the valorisation of size and muscle within the gay community (see Sánchez et al.). Having his armour modified to display his muscles, the implication is that Percival does not need armour, for his body is already hard, impenetrable. He is already suited up, simultaneously man and armoured. Wandsinhand uses the physicality of this character to strip Arthur of his symbolic, masculine power. The work depicts Arthur with a dishevelled expression, his armoured chest pressed against the ground, his chainmail hitched up at the back to expose his arse, Percival threading his unsheathed cock inside him, staring expressionless at the ‘viewer’. The artist explains he “was trying to show a shift of power”: I was also hinting at some sign of struggle, which is somewhat evident on Arthur’s face too. […] I think the expressions work in concert to suggest […] a power reversal that leaves Arthur on the bottom, a position he’s not entirely comfortable accepting. There is pleasure to be had in seeing the “cocky” Arthur forcefully penetrated, “cut down to size by a bigger man” (wandsinhand). The two assume the ‘doggystyle’ position, an impersonal sexual position, without eye contact and where the penetrator sets the rhythm and intensity of each thrust. Scholars have argued that the position is degrading to the passive party, who is dehumanised by the act, a ‘dog’ (Dworkin 27); and rapper Snoop ‘Doggy’ Dogg exploits the misogynistic connotations of the position on his record Doggystyle (see Armstrong). Wandsinhand is clear in his intent to depict forceful domination of Arthur. Struggle is signified through the addition of perspiration, a trademark device used by this artist to symbolise struggle. Domination in a sexual act involves the erasure of the wishes of the dominated partner (see Cowan and Dunn). To attune oneself to the pleasures of a sexual partner is to regard them as a subject. To ignore such pleasures is to degrade the other person. The artist’s choice of pairing embraces the physicality of the male/male bond and illustrates a tendency among manip producers to privilege conventional masculine identifiers—such as size and muscle—above symbolic, nonphysical identifiers, such as status and rank. It is worth noting that muscle is more readily available in the pornographic source material used in slash manips—muscularity being a recurrent component of gay pornography (see Duggan and McCreary). In my interview with manip artist simontheduck, he describes the difficulty he had sourcing a base image “that complimented the physicality of the [Merlin] characters. […] The actor that plays Merlin is fairly thin while Arthur is pretty built, it was difficult to find one. I even had to edit Merlin’s body down further in the end.” (personal correspondence, used with permission) As wandsinhand explains, “you’re basically limited by what’s available on the internet, and even then, only what you’re prepared to sift through or screencap yourself”. Wandsinhand’s Arthur/Percival pairing selection works in tandem with other artistic decisions and inclusions—sexual position, setting, expressions, effects (perspiration, lighting)—to ensure the intended reading of the work. Antithetical size and rank positions play out in the penetration/submission act of wandsinhand’s work, in which only the stronger of the two may come out ‘on top’. Percival subverts the symbolic power structures of prince/knight, asserting his physical, sexual dominance over the physically inferior Arthur. That such a construction of Percival is incongruent with the polite, impeded-by-my-size-and-muscle-density Percival of the series speaks to the circumstances of manip production, much of which is on a taste basis, as previously noted. There are of course exceptions to this, the Teen Wolf ‘Sterek’ (Stiles/Derek) pairing being wandsinhand’s, but even in this case, size tends to couple with penetration. Slash manips often privilege physicality of the characters in question—as well as the base models selected—above any particular canon-supported slash reading. (Of course, the ‘queering’ nature of slash practice means at times there is also a desire to see such identifiers subverted, however in this example, raw masculine power prevails.) This final point is in no way representative—my practice, for example, combines manips with ficlets to offer a clearer connection with canon, while LJ’s zdae69 integrates manips, fiction and comics. However, common across slash manip artists driven by taste—and requests—rather than connection with canon—the best known being LJ’s tw-31988, demon48180 and Tumblr’s lwoodsmalestarsfakes, all of whom work across many fandoms—is interest in the ‘aesthetics of canon’, the blue hues of Teen Wolf or the fluorescent greens of Arrow (2012–present), displayed in glossy magazine format using services such as ISSUU. In short, ‘the look’ of the work often takes precedent over canonical implications of any artistic decisions. “Nothing Too Serious”: Slash Manips as Objects Worth Studying It had long been believed that the popular was the transient, that of entertainment rather than enlightenment; that which is manufactured, “an appendage of the machinery”, consumed by the duped masses and a product not of culture but of a ‘culture industry’ (Adorno and Rabinbach 12). Scholars such as Radway, Ang pioneered a shift in scholarly practice, advancing the cultural studies project by challenging elitism and finding meaning in traditionally devalued cultural texts and practices. The most surprising outcome of my interviews with wandsinhand was hearing how he conceived of his practice, and the study of slash: If I knew I could get a PhD by writing a dissertation on Slash, I would probably drop out of my physics papers! […] I don’t really think too highly of faking/manip-making. I mean, it’s not like it’s high art, is it? … or is it? I guess if Duchamp’s toilet can be a masterpiece, then so can anything. But I mainly just do it to pass the time, materialise fantasies, and disperse my fantasies unto others. Nothing too serious. Wandsinhand erects various binaries—academic/fan, important/trivial, science/arts, high art/low art, profession/hobby, reality/fantasy, serious/frivolous—as justification to devalue his own artistic practice. Yet embracing the amateur, personal nature of his practice frees him to “materialise fantasies” that would perhaps not be possible without self-imposed, underground production. This is certainly supported by his body of work, which plays with taboos of the unseen, of bodily fluids and sadomasochism. My intention with this article is not to contravene views such as wandsinhand’s. Rather, it is to promote slash manips as a form of remix culture that encourages new perspectives on how slash has been defined, its connection with male producers and its symbiotic relationship with gay pornography. I have examined the ‘semiotic significance of selection’ that creates meaning in two contrary slash manips; how these works actualise and resist canon dominance, as it relates to the physical and the symbolic. This examination also offers insight into this form’s connection to and negotiation with certain ideologies of gay pornography, such as the valorisation of size and muscle. 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Duggan, Scott J., and Donald R. McCreary. “Body Image, Eating Disorders, and the Drive for Muscularity in Gay and Heterosexual Men: The Influence of Media Images.” Journal of Homosexuality 47.3/4 (2004): 45–58. Durkin, Keith, Craig J. Forsyth, and James F. Quinn. “Pathological Internet Communities: A New Direction for Sexual Deviance Research in a Post Modern Era.” Sociological Spectrum 26.6 (2006): 595–606. Dworkin, Andrea. “Against the Male Flood: Censorship, Pornography, and Equality.” Letters from a War Zone. London: Martin Secker and Warburg, 1997. 19–38. Fejes, Fred. “Bent Passions: Heterosexual Masculinity, Pornography, and Gay Male Identity.” Sexuality & Culture 6.3 (2002): 95–113. Franklin, Karen. “Enacting Masculinity: Antigay Violence and Group Rape as Participatory Theater.” Sexuality Research & Social Policy 1.2 (2004): 25–40. Hori, Akiko. “On the Response (or Lack Thereof) of Japanese Fans to Criticism That Yaoi Is Antigay Discrimination.” Transformative Works and Cultures 12 (2013). doi:10.3983/twc.2013.0463. Huizinga, Johan. The Waning of the Middle Ages: A Study of Forms of Life, Thought, and Art in France and the Netherlands in the Dawn of the Renaissance. Trans. F. Hopman. London: Edward Arnold & Co, 1924. Jenkins, Henry. Textual Poachers: Television Fans & Participatory Culture. London: Routledge, 1992. Kendall, Christopher N. “‘Real Dominant, Real Fun!’: Gay Male Pornography and the Pursuit of Masculinity.” Saskatchewan Law Review 57 (1993): 21–57. Kreisinger, Elisa. “Queer Video Remix and LGBTQ Online Communities.” Transformative Works and Cultures 9 (2012). doi:10.3983/twc.2012.0395. Lamb, Patricia F., and Diane L. Veith. “Romantic Myth, Transcendence, and Star Trek Zines.” Erotic Universe: Sexuality and Fantastic Literature. Ed. D Palumbo. New York: Greenwood, 1986. 235–57. Lessig, Lawrence. The Future of Ideas. New York: Vintage, 2001. Lunsing, Wim. “Yaoi Ronsō: Discussing Depictions of Male Homosexuality in Japanese Girls’ Comics, Gay Comics and Gay Pornography.” Intersections: Gender, History and Culture in the Asian Context 12 (2006). ‹http://intersections.anu.edu.au/issue12/lunsing.html›. MacDonald, Marianne. “Harry Potter and the Fan Fiction Phenom.” The Gay & Lesbian Review 13.1 (2006): 28–30. McKee, Alan. “Australian Gay Porn Videos: The National Identity of Despised Cultural Objects.” International Journal of Cultural Studies 2.2 (1999): 178–98. Morrison, Todd G., Melanie A. Morrison, and Becky A. Bradley. “Correlates of Gay Men’s Self-Reported Exposure to Pornography.” International Journal of Sexual Health 19.2 (2007): 33–43. Mosher, Donald L. “Negative Attitudes Toward Masturbation in Sex Therapy.” Journal of Sex & Marital Therapy 5.4 (1979): 315–33. Navas, Eduardo. “Regressive and Reflexive Mashups in Sampling Culture.” Mashup Cultures. Ed. Stefan Sonvilla-Weiss. New York: Springer, 2010. 157–77. Radway, Janice. Reading the Romance: Women, Patriarchy, and Popular Literature. Chapel Hill: Univ. of North Carolina Press, 1984. Russ, Joanna. “Pornography by Women for Women, with Love.” Magic Mommas, Trembling Sisters, Puritans, and Perverts: Feminist Essays. Trumansburg: Crossing Press, 1985. 79–99. Russo, Julie Levin. “User-Penetrated Content: Fan Video in the Age of Convergence.” Cinema Journal 48.4 (2009): 125–30. Salmon, Catherine, and Donald Symons. Warrior Lovers: Erotic Fiction, Evolution and Human Sexuality. London: Weidenfeld & Nicolson, 2001. Sánchez, Francisco J., Stefanie T. Greenberg, William Ming Liu, and Eric Vilain. “Reported Effects of Masculine Ideals on Gay Men.” Psychology of Men & Masculinity 10.1 (2009): 73–87. Stasi, Mafalda. “The Toy Soldiers from Leeds: The Slash Palimpsest.” Fan Fiction and Fan Communities in the Age of the Internet. Ed. Karen Hellekson, and Kristina Busse. Jefferson: McFarland, 2006. 115–33. Stedman, Kyle D. “Remix Literacy and Fan Compositions.” Computers and Composition 29.2 (2012): 107–23. Weinstein, Matthew. “Slash Writers and Guinea Pigs as Models for Scientific Multiliteracy.” Educational Philosophy and Theory 38.5 (2006): 607–23. Woledge, Elizabeth. “Intimatopia: Genre Intersections between Slash and the Mainstream.” Fan Fiction and Fan Communities in the Age of the Internet. Ed. Karen Hellekson, and Kristina Busse. Jefferson: McFarland, 2006. 97–114.

This article will look at the use of personal photographs that attempt to convey a sense of social activism as a reaction against global terrorism. Moreover, I argue that the photographs uploaded to the site “We’re Not Afraid”, which began after the London bombings in 2005, presents a forum to promote the pleasures of western cultural values as a defence against the anxiety of terror. What is compelling are the ways in which the Website promotes, seemingly, everyday modalities through what may be deemed as the domestic snapshot. Nevertheless, the aura from the context of these images operates to arouse the collective memory of terrorism and violence. It promotes photography’s spectacular power. To begin it is worthwhile considering the ways in which the spectacle of terrorism is mediated. For example, the bombs activated on the London Underground and at Tavistock Square on the 7th of July 2005 marked the day that London became a victim of ‘global’ terrorism, re-instilling the fear projected by the media to be alarmed and to be suspicious. In the shadow of the terrorist events of September 11, as well as the Madrid Bombings in 2004, the incidents once again drew attention to the point that in the Western world ‘we’ again can be under attack. Furthermore, the news media plays a vital role in mediating the reality and the spectacle of terrorist attacks in the display of visual ‘proof’. After the London bombings of 7 July 2005, the BBC Website encouraged photo submissions of the incidents, under the heading “London Explosions: Your Photos”, thus promoting citizen journalism. Within six hours the BBC site received more that 1000 photographs. According to Richard Sambrook, director of the BBC’s World Service and Global News division, “people were participating in our coverage in way we had never seen before” (13). Other news Websites, such as Reuters and MSNBC also set up a similar call and display of the incidents. The images taken by everyday people and survivors‚ suggest a visceral response to the trauma of terrorism in which they became active participants in the reportage. Leading British newspapers further evoked the sensational terror of the incidents through the captioning of horrific images of destruction. It contextualised them within the realm of fascination and fear with headlines such as “London’s Day of Terror” from the Guardian, “Terror Comes to London” from the Independent and “Al-Qa’eda Brings Terror to the Heart of London” from the Daily Telegraph (“What the Papers Say”). Roland Barthes notes that “even from the perspective of a purely immanent analysis, the structure of the photograph is not an isolated structure; it is in communication with at least one other structure, namely the text – title, caption or article – accompanying every press photograph” (16). He suggested that, with the rise to prominence of ‘the press photograph’ as a mode of visual communication, the traditional relationship between image and text was inverted: “it is not the image which comes to elucidate or ‘realize’ the text, but the latter which comes to sublimate, patheticize or rationalize the image” (25). Frederic Jameson raises a very important point in regards to the role the media plays in terror. He suggests that the Western media is not only affected by a permanent condition of amnesia, but that this has become its primary ‘informational function’ (20). Hence, terror images are constantly repeated for their affect. “When combined with the media, terrorism’s reality-making power is astounding: its capacity to blend the media’s sensational stories, old mythical stereotypes, and a burning sense of moral wrath” (Zulaika and Douglass ix). Susan Sontag, in her 2003 book Regarding the Pain of Others, also discusses the assault of images (116). She argues that “the iconography of suffering has a long pedigree. The sufferings most often deemed worthy of representation are those understood to be the product of wrath, divine or human” (40). Furthermore, globalisation has profoundly changed the rhetoric of terrorism in which the uses of photographs for political means are ubiquitous. Sontag argues that “it seems as if there is a greater quantity of such news than before” (116). Nevertheless, she stresses, “it seems normal to turn away from images that simply make us feel bad” (116). Rather, than the focus on images of despair, the “We’re Not Afraid” Website provides a reaction against visual assaults. The images suggest a turning away from the iconography of terror and suffering to a focus on everyday western middle-class modalities. The images on the site consist of domestic ritual photographic practices, such as family snapshots. The images were disseminated following what has been referred to as the ‘incidents’ by the British press of the attacks on 7 July on the London transport system. Significantly, rather than being described as an event, such as the September 11 terrorist assaults were, the term ‘incidents’ suggests that everyday modalities, the everyday ways of being, may not be affected despite the terror of the attacks. It is, perhaps, a very British approach to the idea of ‘moving on’ despite adversity, which the Website advocates. The Website invites the general public to upload personal photographs captioned with the phrase “We’re not afraid” to “show that terrorists would not change the way people lived their lives” (Clarke).The Website began on 7 July 2005 and during the first week the site received, at times, up to 15 images a minute from across the world (Nikkah). Notably, within days of the Website’s launch it received over 3500 images and 11 million hits (Clarke).The images taken by everyday people and survivors‚ suggest a visceral response to the incidents. These images seem to support Susan Sontag’s argument from On Photography, in which she argues that photography is mainly a social rite, a defence against anxiety, and a tool of power (8). The images present a social activism for the predominantly white middle-class online participants and, as such, is subversive in its move away from the contextualised sensational images of violence that abound in the mainstream press. According to the site’s creator, London Web designer, Alfie Dennen “the idea for this site came from a picture of one of the bombed trains sent from a mobile phone to Dennen’s own weblog. Someone else added the words ‘We’re Not Afraid’ alongside the image” (“‘Not Afraid’ Website Overwhelmed”). Hence, in Dennen’s Weblog the terror and trauma of the train images of the London underground, that were circulated in the main stream press, have been recontextualised by the caption to present defiance and survival. The images uploaded onto the Website range from personal snapshots to manipulated photographs which all bear the declaration: ‘We are not afraid’. Currently, there are 770 galleries with 24 images per gallery amounting to around 18500 images that have been sent to the site. The photographs provide a crack in the projected reality of terrorism and the iconography of suffering as espoused by the mainstream media. The Website claims: We’re not afraid is an outlet for the global community to speak out against the acts of terror that have struck London, Madrid, New York, Baghdad, Basra, Tikrit, Gaza, Tel-Aviv, Afghanistan, Bali, and against the atrocities occurring in cities around the world each and every day. It is a worldwide action for people not willing to be cowed by terrorism and fear mongering. It suggests that: The historical response to these types of attacks has been a show of deadly force; we believe that there is a better way. We refuse to respond to aggression and hatred in kind. Instead, we who are not afraid will continue to live our lives the best way we know how. We will work, we will play, we will laugh, we will live. We will not waste one moment, nor sacrifice one bit of our freedom, because of fear. We are not afraid. (“we’re not afraid.com: Citizens for a secure world, united against terror.”) The images evoke the social memory of our era of global terrorism. Arguably, the events since September 11 have placed the individual in a protection mode. The photographs represent, as Sontag espouses, a tool against the anxiety of our time. This is a turn away from the visual iconography of despair. As such, rather than images of suffering they are images of survival, or life carrying on as usual. Or, more precisely, the images represent depictions of everyday western middle-class existence. The images range from family snaps, touristic photographs, pictures of the London underground and some manipulated images all containing the words ‘We’re Not Afraid’. Dennen “said the site had become a symbol for people to show solidarity with London and say they will not be cowed by the bombings” (“‘Not Afraid’ Website Overwhelmed”). The photographs also serve as a form of protection of western middle-class values and lifestyle that may be threatened by terrorist acts. Of consideration is that “personal photographs not only bind us to our own pasts – they bind us to the pasts of the social groups to which we belong” (Gye 280). The images on the site may be described as a “revocation of social power through visibility” and as such photography is considered a “performance of power” (Frosh 46). Barthes asserts that “formerly, the image illustrated the text (made it clearer); today, the text loads the image, burdening it with a culture, a moral, an imagination” (25). The images loaded onto the Website “We’re Not Afraid’ assumes notions of resilience and defiance which can be closely linked to Anglo-American cultural memory and imagination. Significantly, efforts to influence ‘heart and minds’ through support of touring exhibitions were common in the earlier days of the Cold War. Sontag argues that “photographic collections can be used to substitute a world” (162). The images exalted a universal humanism, similarly to the images on the “We’re Not Afraid” site. Many exhibits were supported throughout the 1950s, often under the auspices of the USIA (United States Information Agency). A famous example is the photography exhibit ‘The Family of Man’ which travelled to 28 countries between 1955-59 and was seen by 9 million people (Kennedy 316). It contained 503 images, 273 photographers from 68 nations “it posited humanity as a universal ideal and human empathy as a compensatory response to the threat of nuclear annihilation” (Kennedy 322). Significantly, Liam Kennedy asserts that, the Cold War rhetoric surrounding the exhibition blurred the boundaries between art, information and propaganda. The exhibition has been critiqued ideologically as an imperialist project, most notably by Allan Sekula in which he states “the worldliness of photography is the outcome, not of any immanent universality of meaning, but of a project of global domination” (96). In more recent times an exhibition, backed by the US State Department titled ‘After September 11: Images from Ground Zero’, by photojournalist/art photographer Joel Meyorowitz travelled to more than 60 countries and assisted in shaping and maintaining a public memory of the attacks of the World Trade Centre and its aftermath (Kennedy 315). Similar, to ‘The Family of Man’, it adds an epic quality to the images. As Kennedy points out that: To be sure this latter exhibit has been more overtly designed as propaganda, yet it also carries the cachet of ‘culture’ (most obviously, via the signature of a renowned photographer) and is intended to transmit a universal message that transcends the politics of difference. (Kennedy 323) The Website “We’re Not Afraid’ maintains the public memory of terrorism, without the horror of suffering. With a ‘universal message’ similar to the aforementioned exhibitions, it attempts to transcends the politics of difference by addressing the ‘we’ as the ‘everyday’ citizen. It serves as a gallery space and similarly evokes western romantic universal ideals conveyed in the exhibition ‘The Family of Man’, whilst its aesthetic forms avoid the stylististically captured scenes of ‘After September 11’. As stated earlier, the site had over 11 million hits in the first few weeks; as such the sheer number of viewers exceeds that of any formal photographic exhibition. Moreover, unlike these highly constructed art exhibitions from leading professional photographers, the Website significantly presents a democratic form of participation in which the ‘personal is political’. It is the citizen journalist. It is the ‘everyday’ person, as evidenced in the predominant snapshot aesthetics and the ordinariness in the images that are employed. Kris Cohen, in his analysis of photoblogging suggests that this aesthetic emphasises the importance in “photoblogging of not thinking too much, of the role that instinct plays in the making of photographs and the photoblog” (890). As discussed, previously, the overwhelming response and contributions to the Website within days of its launch seems to suggest this. The submission of photographs suggests a visceral response to the incidents from the ‘people’ in the celebration of the ‘everyday’ and the mundane. It also should be noted that “there are now well over a million documented blogs and photoblogs in the world”, with most appearing since 2003 (Cohen 886). As Cohen suggests “their newfound popularity has provoked a gentle storm of press, along with a significant number of utopic scenarios in which blogs feature as the next emancipatory mass media product”(886). The world-wide press coverage for the “We’re Not Afraid’ site is one key example that promotes this “utopian vision of transfigured citizens and in Benedict Anderson’s well used term an ‘imagined community” (Goggin xx). Nevertheless, the defiant captioning of the images also returns us historically to the social memory of the London Blitz 1940-41 in which the theme of a transfigured community was employed and in which the London underground and shelters became a signifier for the momentum of “We’re Not Afraid’. Barthes explained in Mythologies about the “the sight of the ‘naturalness’ with which newspapers, art and common sense constantly dress up a reality which, even though it is the one we live in, is undoubtedly determined by history” (11). What I want to argue is that the mythology surrounding the London bombings articulated in the Website “We’re Not Afraid’ is determined by 20th Century history of the media and the cultural imaginary surrounding predominantly British values*.** *The British Prime Minister at the time, Tony Blair, asserted that “qualities of creativity built on tolerance, openness and adaptability, work and self improvement, strong communities and families and fair play, rights and responsibilities and an outward looking approach to the world that all flow from our unique island geography and history.” (“Blair Defines British Values”). These values are suggested in the types of photographs uploaded onto the activist Website, as such notions of the British Empire are evoked. Moreover, in his address following the incident, “Blair harkened back to the ‘Blitz spirit’ that saw Londoners through the dark days of Nazi bombing during World War II — and, by association, to Winston Churchill, the wartime leader whose determined, moving speeches helped steel the national resolve” (“Blair Delivers”). In his Churchillian cadence he paid “tribute to the stoicism and resilience of the people of London who have responded in a way typical of them”. He said Britain would show “by our spirit and dignity” that “our values will long outlast” the terrorists. He further declared that “the purpose of terrorism is just that. It is to terrorize people and we will not be terrorized” (“Blair Delivers”). The mythology of the Blitz and “the interpretive context at the time (and for some years thereafter) can be summarized by the phrase ‘the People’s War’—a populist patriotism that combined criticism of the past with expectations of social change and inclusive messages of shared heritage and values” (Field 31). The image conveyed is of a renewed sense of community. The language of triumph against adversity and the endurance of ordinary citizens are also evoked in the popular press of the London incidents. The Times announced: Revulsion and resolve: Despite the shock, horror and outrage, the calm shown in London was exemplary. Ordinary life may be inconvenienced by the spectre of terror, yet terrorism will not force free societies to abandon their fundamental features. An attack was inevitable. The casualties were dreadful. The terrorists have only strengthened the resolve of Britain and its people. (“What the Papers Say”) Similarly the Daily Express headline was “We Britons Will Never Be Defeated” (“What the Papers Say”). The declaration of “We’re not afraid” alongside images on the Website follows on from this trajectory. The BBC reported that the Website “‘We’re not afraid’ gives Londoners a voice” (“Not Afraid Website Overwhelmed”). The BBC has also made a documentary concerning the mission and the somewhat utopian principles presented. Similarly discussion of the site has been evoked in other Weblogs that overwhelmingly praise it and very rarely question its role. One example is from a discussion of “We’re Not Afraid” on another activist site titled “World Changing: Change Your Thinking”. The contributor states: Well, I live in the UK and I am afraid. I’m also scared that sites like We’re Not Afraid encourage an unhealthy solidarity of superiority, nationalism and xenophobia – perpetuating a “we’re good” and “they’re evil” mentality that avoids the big picture questions of how we got here. Posted by: John Norris at July 8, 2005 03:45 AM Notably, this statement also reiterates the previous argument on cultural diplomacy presented by theorists in regards to the exhibitions of ‘The Family of Man’ and ‘After September 11’ in which the images are viewed as propaganda, promoting western cultural values. This is also supported by the mood of commentary in the British press since the London bombings, in which it is argued that “Britain and the British way of life are under threat, the implication being that the threat is so serious that it may ultimately destroy the nation and its values” (King). The significance of the Website is that it represents a somewhat democratic medium in its call for engagement and self-expression. Furthermore, the emancipatory photography of self and space, presented in the “We’re Not Afraid” site, echoes Blair’s declaration of “we will not be terrorized”. However, it follows similar politically conservative themes that were evoked in the Blitz, such as community, family and social stability, with tacit reference to social fragmentation and multi-ethnicity (Field 41-42). In general, as befitted the theme of “a People’s War,” the Blitz imagery was positive and sympathetic in the way it promoted the endurance of the ordinary citizen. Geoffrey Field suggests “it offered an implicit rejoinder to the earlier furor—focusing especially on brave, caring mothers who made efforts to retain some semblance of family under the most difficult circumstances and fathers who turned up for work no matter how heavy the bombing had been the night before” (24). Images on the Website consist of snapshots of babies, families, pets, sporting groups, people on holiday and at celebrations. It represents a, somewhat, global perspective of middle-class values. The snapshot aesthetic presents, what Liz Kotz refers to as, the “aesthetics of intimacy”. It is a certain kind of photographic work which is quasi-documentary and consists of “colour images of individuals, families, or groupings, presented in an apparently intimate, unposed manner, shot in an off-kilter, snapshot style, often a bit grainy, unfocused, off-colour” (204). These are the types of images that provide the visual gratification of solidarity amongst its contributors and viewers, as it seemingly appears more ‘real’. Yet, Kotz asserts that these type of photographs also involve a structure of power relations “that cannot be easily evaded by the spontaneous performance before the lens” (210). For example, Sarah Boxer importantly points out that “We’re Not Afraid”, set up to show solidarity with London, seems to be turning into a place where the haves of the world can show that they’re not afraid of the have-nots” (1). She argues that “there’s a brutish flaunting of wealth and leisure” (1). The iconography in the images of “We’re not Afraid” certainly promotes a ‘memorialisation’ of the middle-class sphere. The site draws attention to the values of the global neoliberal order in which capital accumulation is paramount. It, nevertheless, also attempts to challenge “the true victory of terrorism”, which Jean Baudrillard circumspectly remarks is in “the regression of the value system, of all the ideology of freedom and free movement etc… that the Western world is so proud of, and that legitimates in its eyes its power over the rest of the world”. Self-confidence is conveyed in the images. Moreover, with the subjects welcoming gaze to the camera there may be a sense of narcissism in publicising what could be considered mundane. However, visibility is power. For example, one of the contributors, Maryland USA resident Darcy Nair, said “she felt a sense of helplessness in the days after 9/11. Posting on the We’re Not Afraid may be a small act, but it does give people like her a sense that they’re doing something” (cited in Weir). Nair states that: It seems that it is the only good answer from someone like me who’s not in the government or military…There are so many other people who are joining in. When bunches of individuals get together – it does make me feel hopeful – there are so many other people who feel the same way. (cited in Weir) Participation in the Website conveys a power which consists of defiantly celebrating western middle-class aesthetics in the form of personal photography. As such, the personal becomes political and the private becomes public. The site offers an opportunity for a shared experience and a sense of community that perhaps is needed in the era of global terrorism. It could be seen as a celebration of survival (Weir). The Website seems inspirational with its defiant message. Moreover, it also has postings from various parts of the world that convey a message of triumph in the ‘everyday’. The site also presents the ubiquitous use of photography in a western cultural tradition in which idealised constructions are manifested in ‘Kodak’ moments and in which the domestic space and leisure times are immortalised and become, significantly, the arena of activism. As previously discussed Sontag argues that photography is mainly a social rite, a defence against anxiety, and a tool of power (8). The Website offers the sense of a global connection. It promotes itself as “citizens for a secure world, united against terror”. It attempts to provide a universal solidarity, which appears uplifting. It is a defence against anxiety in which, in the act of using personal photographs, it becomes part of the collective memory and assists in easing the frustration of not being able to do anything. As Sontag argues “often something looks, or is felt to look ‘better’ in a photograph. Indeed, it is one of the functions of photography to improve the normal appearance of things” (81). Rather than focus on the tragic victim of traditional photojournalism, in which the camera is directed towards the other, the site promotes the sharing and triumph of personal moments. In the spotlight are ‘everyday’ modalities from ‘everyday people’ attempting to confront the rhetoric of terrorism. In their welcoming gaze to the camera the photographic subjects challenge the notion of the sensational image, the spectacle that is on show is that of middle-class modalities and a performance of collective power. Note Themes from this article have been presented at the 2005 Cultural Studies Association of Australasia Conference in Sydney, Australia and at the 2006 Association for Cultural Studies Crossroads Conference in Istanbul, Turkey. References Barthes, Roland. “The Photographic Message.” Image-Music-Text. Trans. Stephen Heath. New York: Noonday Press, 1977 [1961]. 15-31. Barthes, Roland. Mythologies. Trans. Annette Lavers. London: Vintage, 1993 [1972]. Baudrillard, Jean. “The Spirit of Terrorism.” Trans. Rachel Bloul. La Monde 2 (2001). < http://www.egs.edu/faculty/baudrillard/baudrillard-the-spirit-of-terrorism.html >. “Blair Defines British Values.” BBC News 28 Mar. 2000. < http://news.bbc.co.uk/1/hi/uk_politics/693591.stm >. “Blair Delivers a Classically British Rallying Cry.” Associated Press 7 July 2005. < http://www.msnbc.msn.com/id/8502984/ >. Boxter, Sarah. “On the Web, Fearlessness Meets Frivolousness.” The York Times 12 July 2005. < http://www.nytimes.com/2005/07/12/arts/design/12boxe.html?ex= 1278820800&en=e3b207245991aea8&ei=5088&partner=rssnyt&emc=rss >. Clarke, R. “Web Site Shows Defiance to Bombers: Thousands Send Images to Say ‘We Are Not Afraid.’” CNN International 12 July 2005. < http://edition.cnn.com/2005/WORLD/europe/07/11/london.website/ >. “CJ Bombings in London.” MSNBC TV Citizen Journalist. < http://www.msnbc.msn.com/id/8499792/ >. Cohen, Kris R. “What Does the Photoblog Want?” Media, Culture & Society 27.6 (2005): 883-901. Dennen, Alfie. “We’renotafraid.com: Citizens for a Secure World, United Against Terror.” < http://www.werenotafraid.com/ >. Field, Geoffrey. “Nights Underground in Darkest London: The Blitz, 1940–1941.” International Labor and Working-Class History 62 (2002): 11-49. Frosh, Paul. “The Public Eye and the Citizen-Voyeur: Photography as a Performance of Power.” Social Semiotics 11.1 (2001): 43-59. Gye, Lisa. “Picture This: The Impact of Mobile Camera Phones on Personal Photographic Practices.” Continuum: Journal of Media and Cultural Studies 22.2 (2007): 279-288. Jameson, Fredric. “Postmodernism and Consumer Society.” The Cultural Turn: Selected Writings on the Postmodern. New York: Verso, 1998. 1-20. Kennedy, Liam. “Remembering September 11: Photography as Cultural Diplomacy.” International Affairs 79.2 (2003): 315-326. King, Anthony. “What Does It Mean to Be British?” Telegraph 27 May 2005. < http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2005/07/27/ nbrit27.xml >. Kotz, Liz. “The Aesthetics of Intimacy.” In D. Bright (ed.), The Passionate Camera: Photography and Bodies of Desire. London: Routledge, 1998. 204-215. “London Explosions: Your Photos.” BBC News 8 July 2005 < http://news.bbc.co.uk/1/hi/in_pictures/4660563.stm >. Nikkhah, Roya. “We’restillnotafraid.com.” Telegraph co.uk 23 July 2005. < http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2005/07/24/ nseven224.xml >. “‘Not Afraid’ Website Overwhelmed.” BBC News 12 July 2005. < http://news.bbc.co.uk/go/pr/fr/-/1/hi/england/london/4674425.stm >. Norris, John. “We’re Not Afraid”. World Changing: Change Your Thinking. < http://www.worldchanging.com/archives/003069.html >. “Reuters: You Witness News.” < http://www.reuters.com/youwitness >. Sambrook, Richard. “Citizen Journalism and the BBC.” Nieman Reports (Winter 2005): 13-16. Sekula, Allan. “The Traffic in Photographs.” In Photography against the Grain: Essays and Photoworks 1973-1983. Halifax Nova Scotia: Nova Scotia College Press, 1984. Sontag, Susan. Regarding the Pain of Others. New York: Farrar, Strauss & Giroux, 2003. Sontag. Susan. On Photography. New York: Farrar, Strauss & Giroux, 1977. Weir, William. “The Global Community Support and Sends a Defiant Message to Terrorists.” Hartford Courant 14 July 2005. < http://www.uchc.edu/ocomm/newsarchive/news05/jul05/notafraid.html >. We’renot afraid.com: Citizens for a Secure World, United against Terror. < http://www.werenotafraid.com >. “What the Papers Say.” Media Guardian 8 July 2005. < http://www.guardian.co.uk/media/2005/jul/08/pressandpublishing.terrorism1 >. Zulaika, Joseba, and William A. Douglass. Terror and Taboo: The Follies, Fables, and Faces of Terrorism. New York: Routledge, 1996.

This article will look at the use of personal photographs that attempt to convey a sense of social activism as a reaction against global terrorism. Moreover, I argue that the photographs uploaded to the site “We’re Not Afraid”, which began after the London bombings in 2005, presents a forum to promote the pleasures of western cultural values as a defence against the anxiety of terror. What is compelling are the ways in which the Website promotes, seemingly, everyday modalities through what may be deemed as the domestic snapshot. Nevertheless, the aura from the context of these images operates to arouse the collective memory of terrorism and violence. It promotes photography’s spectacular power. To begin it is worthwhile considering the ways in which the spectacle of terrorism is mediated. For example, the bombs activated on the London Underground and at Tavistock Square on the 7th of July 2005 marked the day that London became a victim of ‘global’ terrorism, re-instilling the fear projected by the media to be alarmed and to be suspicious. In the shadow of the terrorist events of September 11, as well as the Madrid Bombings in 2004, the incidents once again drew attention to the point that in the Western world ‘we’ again can be under attack. Furthermore, the news media plays a vital role in mediating the reality and the spectacle of terrorist attacks in the display of visual ‘proof’. After the London bombings of 7 July 2005, the BBC Website encouraged photo submissions of the incidents, under the heading “London Explosions: Your Photos”, thus promoting citizen journalism. Within six hours the BBC site received more that 1000 photographs. According to Richard Sambrook, director of the BBC’s World Service and Global News division, “people were participating in our coverage in way we had never seen before” (13). Other news Websites, such as Reuters and MSNBC also set up a similar call and display of the incidents. The images taken by everyday people and survivors‚ suggest a visceral response to the trauma of terrorism in which they became active participants in the reportage. Leading British newspapers further evoked the sensational terror of the incidents through the captioning of horrific images of destruction. It contextualised them within the realm of fascination and fear with headlines such as “London’s Day of Terror” from the Guardian, “Terror Comes to London” from the Independent and “Al-Qa’eda Brings Terror to the Heart of London” from the Daily Telegraph (“What the Papers Say”). Roland Barthes notes that “even from the perspective of a purely immanent analysis, the structure of the photograph is not an isolated structure; it is in communication with at least one other structure, namely the text – title, caption or article – accompanying every press photograph” (16). He suggested that, with the rise to prominence of ‘the press photograph’ as a mode of visual communication, the traditional relationship between image and text was inverted: “it is not the image which comes to elucidate or ‘realize’ the text, but the latter which comes to sublimate, patheticize or rationalize the image” (25). Frederic Jameson raises a very important point in regards to the role the media plays in terror. He suggests that the Western media is not only affected by a permanent condition of amnesia, but that this has become its primary ‘informational function’ (20). Hence, terror images are constantly repeated for their affect. “When combined with the media, terrorism’s reality-making power is astounding: its capacity to blend the media’s sensational stories, old mythical stereotypes, and a burning sense of moral wrath” (Zulaika and Douglass ix). Susan Sontag, in her 2003 book Regarding the Pain of Others, also discusses the assault of images (116). She argues that “the iconography of suffering has a long pedigree. The sufferings most often deemed worthy of representation are those understood to be the product of wrath, divine or human” (40). Furthermore, globalisation has profoundly changed the rhetoric of terrorism in which the uses of photographs for political means are ubiquitous. Sontag argues that “it seems as if there is a greater quantity of such news than before” (116). Nevertheless, she stresses, “it seems normal to turn away from images that simply make us feel bad” (116). Rather, than the focus on images of despair, the “We’re Not Afraid” Website provides a reaction against visual assaults. The images suggest a turning away from the iconography of terror and suffering to a focus on everyday western middle-class modalities. The images on the site consist of domestic ritual photographic practices, such as family snapshots. The images were disseminated following what has been referred to as the ‘incidents’ by the British press of the attacks on 7 July on the London transport system. Significantly, rather than being described as an event, such as the September 11 terrorist assaults were, the term ‘incidents’ suggests that everyday modalities, the everyday ways of being, may not be affected despite the terror of the attacks. It is, perhaps, a very British approach to the idea of ‘moving on’ despite adversity, which the Website advocates. The Website invites the general public to upload personal photographs captioned with the phrase “We’re not afraid” to “show that terrorists would not change the way people lived their lives” (Clarke).The Website began on 7 July 2005 and during the first week the site received, at times, up to 15 images a minute from across the world (Nikkah). Notably, within days of the Website’s launch it received over 3500 images and 11 million hits (Clarke).The images taken by everyday people and survivors‚ suggest a visceral response to the incidents. These images seem to support Susan Sontag’s argument from On Photography, in which she argues that photography is mainly a social rite, a defence against anxiety, and a tool of power (8). The images present a social activism for the predominantly white middle-class online participants and, as such, is subversive in its move away from the contextualised sensational images of violence that abound in the mainstream press. According to the site’s creator, London Web designer, Alfie Dennen “the idea for this site came from a picture of one of the bombed trains sent from a mobile phone to Dennen’s own weblog. Someone else added the words ‘We’re Not Afraid’ alongside the image” (“‘Not Afraid’ Website Overwhelmed”). Hence, in Dennen’s Weblog the terror and trauma of the train images of the London underground, that were circulated in the main stream press, have been recontextualised by the caption to present defiance and survival. The images uploaded onto the Website range from personal snapshots to manipulated photographs which all bear the declaration: ‘We are not afraid’. Currently, there are 770 galleries with 24 images per gallery amounting to around 18500 images that have been sent to the site. The photographs provide a crack in the projected reality of terrorism and the iconography of suffering as espoused by the mainstream media. The Website claims: We’re not afraid is an outlet for the global community to speak out against the acts of terror that have struck London, Madrid, New York, Baghdad, Basra, Tikrit, Gaza, Tel-Aviv, Afghanistan, Bali, and against the atrocities occurring in cities around the world each and every day. It is a worldwide action for people not willing to be cowed by terrorism and fear mongering. It suggests that: The historical response to these types of attacks has been a show of deadly force; we believe that there is a better way. We refuse to respond to aggression and hatred in kind. Instead, we who are not afraid will continue to live our lives the best way we know how. We will work, we will play, we will laugh, we will live. We will not waste one moment, nor sacrifice one bit of our freedom, because of fear. We are not afraid. (“we’re not afraid.com: Citizens for a secure world, united against terror.”) The images evoke the social memory of our era of global terrorism. Arguably, the events since September 11 have placed the individual in a protection mode. The photographs represent, as Sontag espouses, a tool against the anxiety of our time. This is a turn away from the visual iconography of despair. As such, rather than images of suffering they are images of survival, or life carrying on as usual. Or, more precisely, the images represent depictions of everyday western middle-class existence. The images range from family snaps, touristic photographs, pictures of the London underground and some manipulated images all containing the words ‘We’re Not Afraid’. Dennen “said the site had become a symbol for people to show solidarity with London and say they will not be cowed by the bombings” (“‘Not Afraid’ Website Overwhelmed”). The photographs also serve as a form of protection of western middle-class values and lifestyle that may be threatened by terrorist acts. Of consideration is that “personal photographs not only bind us to our own pasts – they bind us to the pasts of the social groups to which we belong” (Gye 280). The images on the site may be described as a “revocation of social power through visibility” and as such photography is considered a “performance of power” (Frosh 46). Barthes asserts that “formerly, the image illustrated the text (made it clearer); today, the text loads the image, burdening it with a culture, a moral, an imagination” (25). The images loaded onto the Website “We’re Not Afraid’ assumes notions of resilience and defiance which can be closely linked to Anglo-American cultural memory and imagination. Significantly, efforts to influence ‘heart and minds’ through support of touring exhibitions were common in the earlier days of the Cold War. Sontag argues that “photographic collections can be used to substitute a world” (162). The images exalted a universal humanism, similarly to the images on the “We’re Not Afraid” site. Many exhibits were supported throughout the 1950s, often under the auspices of the USIA (United States Information Agency). A famous example is the photography exhibit ‘The Family of Man’ which travelled to 28 countries between 1955-59 and was seen by 9 million people (Kennedy 316). It contained 503 images, 273 photographers from 68 nations “it posited humanity as a universal ideal and human empathy as a compensatory response to the threat of nuclear annihilation” (Kennedy 322). Significantly, Liam Kennedy asserts that, the Cold War rhetoric surrounding the exhibition blurred the boundaries between art, information and propaganda. The exhibition has been critiqued ideologically as an imperialist project, most notably by Allan Sekula in which he states “the worldliness of photography is the outcome, not of any immanent universality of meaning, but of a project of global domination” (96). In more recent times an exhibition, backed by the US State Department titled ‘After September 11: Images from Ground Zero’, by photojournalist/art photographer Joel Meyorowitz travelled to more than 60 countries and assisted in shaping and maintaining a public memory of the attacks of the World Trade Centre and its aftermath (Kennedy 315). Similar, to ‘The Family of Man’, it adds an epic quality to the images. As Kennedy points out that: To be sure this latter exhibit has been more overtly designed as propaganda, yet it also carries the cachet of ‘culture’ (most obviously, via the signature of a renowned photographer) and is intended to transmit a universal message that transcends the politics of difference. (Kennedy 323) The Website “We’re Not Afraid’ maintains the public memory of terrorism, without the horror of suffering. With a ‘universal message’ similar to the aforementioned exhibitions, it attempts to transcends the politics of difference by addressing the ‘we’ as the ‘everyday’ citizen. It serves as a gallery space and similarly evokes western romantic universal ideals conveyed in the exhibition ‘The Family of Man’, whilst its aesthetic forms avoid the stylististically captured scenes of ‘After September 11’. As stated earlier, the site had over 11 million hits in the first few weeks; as such the sheer number of viewers exceeds that of any formal photographic exhibition. Moreover, unlike these highly constructed art exhibitions from leading professional photographers, the Website significantly presents a democratic form of participation in which the ‘personal is political’. It is the citizen journalist. It is the ‘everyday’ person, as evidenced in the predominant snapshot aesthetics and the ordinariness in the images that are employed. Kris Cohen, in his analysis of photoblogging suggests that this aesthetic emphasises the importance in “photoblogging of not thinking too much, of the role that instinct plays in the making of photographs and the photoblog” (890). As discussed, previously, the overwhelming response and contributions to the Website within days of its launch seems to suggest this. The submission of photographs suggests a visceral response to the incidents from the ‘people’ in the celebration of the ‘everyday’ and the mundane. It also should be noted that “there are now well over a million documented blogs and photoblogs in the world”, with most appearing since 2003 (Cohen 886). As Cohen suggests “their newfound popularity has provoked a gentle storm of press, along with a significant number of utopic scenarios in which blogs feature as the next emancipatory mass media product”(886). The world-wide press coverage for the “We’re Not Afraid’ site is one key example that promotes this “utopian vision of transfigured citizens and in Benedict Anderson’s well used term an ‘imagined community” (Goggin xx). Nevertheless, the defiant captioning of the images also returns us historically to the social memory of the London Blitz 1940-41 in which the theme of a transfigured community was employed and in which the London underground and shelters became a signifier for the momentum of “We’re Not Afraid’. Barthes explained in Mythologies about the “the sight of the ‘naturalness’ with which newspapers, art and common sense constantly dress up a reality which, even though it is the one we live in, is undoubtedly determined by history” (11). What I want to argue is that the mythology surrounding the London bombings articulated in the Website “We’re Not Afraid’ is determined by 20th Century history of the media and the cultural imaginary surrounding predominantly British values*.** *The British Prime Minister at the time, Tony Blair, asserted that “qualities of creativity built on tolerance, openness and adaptability, work and self improvement, strong communities and families and fair play, rights and responsibilities and an outward looking approach to the world that all flow from our unique island geography and history.” (“Blair Defines British Values”). These values are suggested in the types of photographs uploaded onto the activist Website, as such notions of the British Empire are evoked. Moreover, in his address following the incident, “Blair harkened back to the ‘Blitz spirit’ that saw Londoners through the dark days of Nazi bombing during World War II — and, by association, to Winston Churchill, the wartime leader whose determined, moving speeches helped steel the national resolve” (“Blair Delivers”). In his Churchillian cadence he paid “tribute to the stoicism and resilience of the people of London who have responded in a way typical of them”. He said Britain would show “by our spirit and dignity” that “our values will long outlast” the terrorists. He further declared that “the purpose of terrorism is just that. It is to terrorize people and we will not be terrorized” (“Blair Delivers”). The mythology of the Blitz and “the interpretive context at the time (and for some years thereafter) can be summarized by the phrase ‘the People’s War’—a populist patriotism that combined criticism of the past with expectations of social change and inclusive messages of shared heritage and values” (Field 31). The image conveyed is of a renewed sense of community. The language of triumph against adversity and the endurance of ordinary citizens are also evoked in the popular press of the London incidents. The Times announced: Revulsion and resolve: Despite the shock, horror and outrage, the calm shown in London was exemplary. Ordinary life may be inconvenienced by the spectre of terror, yet terrorism will not force free societies to abandon their fundamental features. An attack was inevitable. The casualties were dreadful. The terrorists have only strengthened the resolve of Britain and its people. (“What the Papers Say”) Similarly the Daily Express headline was “We Britons Will Never Be Defeated” (“What the Papers Say”). The declaration of “We’re not afraid” alongside images on the Website follows on from this trajectory. The BBC reported that the Website “‘We’re not afraid’ gives Londoners a voice” (“Not Afraid Website Overwhelmed”). The BBC has also made a documentary concerning the mission and the somewhat utopian principles presented. Similarly discussion of the site has been evoked in other Weblogs that overwhelmingly praise it and very rarely question its role. One example is from a discussion of “We’re Not Afraid” on another activist site titled “World Changing: Change Your Thinking”. The contributor states: Well, I live in the UK and I am afraid. I’m also scared that sites like We’re Not Afraid encourage an unhealthy solidarity of superiority, nationalism and xenophobia – perpetuating a “we’re good” and “they’re evil” mentality that avoids the big picture questions of how we got here. Posted by: John Norris at July 8, 2005 03:45 AM Notably, this statement also reiterates the previous argument on cultural diplomacy presented by theorists in regards to the exhibitions of ‘The Family of Man’ and ‘After September 11’ in which the images are viewed as propaganda, promoting western cultural values. This is also supported by the mood of commentary in the British press since the London bombings, in which it is argued that “Britain and the British way of life are under threat, the implication being that the threat is so serious that it may ultimately destroy the nation and its values” (King). The significance of the Website is that it represents a somewhat democratic medium in its call for engagement and self-expression. Furthermore, the emancipatory photography of self and space, presented in the “We’re Not Afraid” site, echoes Blair’s declaration of “we will not be terrorized”. However, it follows similar politically conservative themes that were evoked in the Blitz, such as community, family and social stability, with tacit reference to social fragmentation and multi-ethnicity (Field 41-42). In general, as befitted the theme of “a People’s War,” the Blitz imagery was positive and sympathetic in the way it promoted the endurance of the ordinary citizen. Geoffrey Field suggests “it offered an implicit rejoinder to the earlier furor—focusing especially on brave, caring mothers who made efforts to retain some semblance of family under the most difficult circumstances and fathers who turned up for work no matter how heavy the bombing had been the night before” (24). Images on the Website consist of snapshots of babies, families, pets, sporting groups, people on holiday and at celebrations. It represents a, somewhat, global perspective of middle-class values. The snapshot aesthetic presents, what Liz Kotz refers to as, the “aesthetics of intimacy”. It is a certain kind of photographic work which is quasi-documentary and consists of “colour images of individuals, families, or groupings, presented in an apparently intimate, unposed manner, shot in an off-kilter, snapshot style, often a bit grainy, unfocused, off-colour” (204). These are the types of images that provide the visual gratification of solidarity amongst its contributors and viewers, as it seemingly appears more ‘real’. Yet, Kotz asserts that these type of photographs also involve a structure of power relations “that cannot be easily evaded by the spontaneous performance before the lens” (210). For example, Sarah Boxer importantly points out that “We’re Not Afraid”, set up to show solidarity with London, seems to be turning into a place where the haves of the world can show that they’re not afraid of the have-nots” (1). She argues that “there’s a brutish flaunting of wealth and leisure” (1). The iconography in the images of “We’re not Afraid” certainly promotes a ‘memorialisation’ of the middle-class sphere. The site draws attention to the values of the global neoliberal order in which capital accumulation is paramount. It, nevertheless, also attempts to challenge “the true victory of terrorism”, which Jean Baudrillard circumspectly remarks is in “the regression of the value system, of all the ideology of freedom and free movement etc… that the Western world is so proud of, and that legitimates in its eyes its power over the rest of the world”. Self-confidence is conveyed in the images. Moreover, with the subjects welcoming gaze to the camera there may be a sense of narcissism in publicising what could be considered mundane. However, visibility is power. For example, one of the contributors, Maryland USA resident Darcy Nair, said “she felt a sense of helplessness in the days after 9/11. Posting on the We’re Not Afraid may be a small act, but it does give people like her a sense that they’re doing something” (cited in Weir). Nair states that: It seems that it is the only good answer from someone like me who’s not in the government or military…There are so many other people who are joining in. When bunches of individuals get together – it does make me feel hopeful – there are so many other people who feel the same way. (cited in Weir) Participation in the Website conveys a power which consists of defiantly celebrating western middle-class aesthetics in the form of personal photography. As such, the personal becomes political and the private becomes public. The site offers an opportunity for a shared experience and a sense of community that perhaps is needed in the era of global terrorism. It could be seen as a celebration of survival (Weir). The Website seems inspirational with its defiant message. Moreover, it also has postings from various parts of the world that convey a message of triumph in the ‘everyday’. The site also presents the ubiquitous use of photography in a western cultural tradition in which idealised constructions are manifested in ‘Kodak’ moments and in which the domestic space and leisure times are immortalised and become, significantly, the arena of activism. As previously discussed Sontag argues that photography is mainly a social rite, a defence against anxiety, and a tool of power (8). The Website offers the sense of a global connection. It promotes itself as “citizens for a secure world, united against terror”. It attempts to provide a universal solidarity, which appears uplifting. It is a defence against anxiety in which, in the act of using personal photographs, it becomes part of the collective memory and assists in easing the frustration of not being able to do anything. As Sontag argues “often something looks, or is felt to look ‘better’ in a photograph. Indeed, it is one of the functions of photography to improve the normal appearance of things” (81). Rather than focus on the tragic victim of traditional photojournalism, in which the camera is directed towards the other, the site promotes the sharing and triumph of personal moments. In the spotlight are ‘everyday’ modalities from ‘everyday people’ attempting to confront the rhetoric of terrorism. In their welcoming gaze to the camera the photographic subjects challenge the notion of the sensational image, the spectacle that is on show is that of middle-class modalities and a performance of collective power. Note Themes from this article have been presented at the 2005 Cultural Studies Association of Australasia Conference in Sydney, Australia and at the 2006 Association for Cultural Studies Crossroads Conference in Istanbul, Turkey. References Barthes, Roland. “The Photographic Message.” Image-Music-Text. Trans. Stephen Heath. New York: Noonday Press, 1977 [1961]. 15-31. Barthes, Roland. Mythologies. Trans. Annette Lavers. London: Vintage, 1993 [1972]. Baudrillard, Jean. “The Spirit of Terrorism.” Trans. Rachel Bloul. La Monde 2 (2001). http://www.egs.edu/faculty/baudrillard/baudrillard-the-spirit-of-terrorism.html>. “Blair Defines British Values.” BBC News 28 Mar. 2000. http://news.bbc.co.uk/1/hi/uk_politics/693591.stm>. “Blair Delivers a Classically British Rallying Cry.” Associated Press 7 July 2005. http://www.msnbc.msn.com/id/8502984/>. Boxter, Sarah. “On the Web, Fearlessness Meets Frivolousness.” The York Times 12 July 2005. http://www.nytimes.com/2005/07/12/arts/design/12boxe.html?ex= 1278820800&en=e3b207245991aea8&ei=5088&partner=rssnyt&emc=rss>. Clarke, R. “Web Site Shows Defiance to Bombers: Thousands Send Images to Say ‘We Are Not Afraid.’” CNN International 12 July 2005. http://edition.cnn.com/2005/WORLD/europe/07/11/london.website/>. “CJ Bombings in London.” MSNBC TV Citizen Journalist. http://www.msnbc.msn.com/id/8499792/>. Cohen, Kris R. “What Does the Photoblog Want?” Media, Culture & Society 27.6 (2005): 883-901. Dennen, Alfie. “We’renotafraid.com: Citizens for a Secure World, United Against Terror.” http://www.werenotafraid.com/>. Field, Geoffrey. “Nights Underground in Darkest London: The Blitz, 1940–1941.” International Labor and Working-Class History 62 (2002): 11-49. Frosh, Paul. “The Public Eye and the Citizen-Voyeur: Photography as a Performance of Power.” Social Semiotics 11.1 (2001): 43-59. Gye, Lisa. “Picture This: The Impact of Mobile Camera Phones on Personal Photographic Practices.” Continuum: Journal of Media and Cultural Studies 22.2 (2007): 279-288. Jameson, Fredric. “Postmodernism and Consumer Society.” The Cultural Turn: Selected Writings on the Postmodern. New York: Verso, 1998. 1-20. Kennedy, Liam. “Remembering September 11: Photography as Cultural Diplomacy.” International Affairs 79.2 (2003): 315-326. King, Anthony. “What Does It Mean to Be British?” Telegraph 27 May 2005. http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2005/07/27/ nbrit27.xml>. Kotz, Liz. “The Aesthetics of Intimacy.” In D. Bright (ed.), The Passionate Camera: Photography and Bodies of Desire. London: Routledge, 1998. 204-215. “London Explosions: Your Photos.” BBC News 8 July 2005 http://news.bbc.co.uk/1/hi/in_pictures/4660563.stm>. Nikkhah, Roya. “We’restillnotafraid.com.” Telegraph co.uk 23 July 2005. http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2005/07/24/ nseven224.xml>. “‘Not Afraid’ Website Overwhelmed.” BBC News 12 July 2005. http://news.bbc.co.uk/go/pr/fr/-/1/hi/england/london/4674425.stm>. Norris, John. “We’re Not Afraid”. World Changing: Change Your Thinking. http://www.worldchanging.com/archives/003069.html>. “Reuters: You Witness News.” http://www.reuters.com/youwitness>. Sambrook, Richard. “Citizen Journalism and the BBC.” Nieman Reports (Winter 2005): 13-16. Sekula, Allan. “The Traffic in Photographs.” In Photography against the Grain: Essays and Photoworks 1973-1983. Halifax Nova Scotia: Nova Scotia College Press, 1984. Sontag, Susan. Regarding the Pain of Others. New York: Farrar, Strauss & Giroux, 2003. Sontag. Susan. On Photography. New York: Farrar, Strauss & Giroux, 1977. Weir, William. “The Global Community Support and Sends a Defiant Message to Terrorists.” Hartford Courant 14 July 2005. http://www.uchc.edu/ocomm/newsarchive/news05/jul05/notafraid.html>. We’renot afraid.com: Citizens for a Secure World, United against Terror. http://www.werenotafraid.com>. “What the Papers Say.” Media Guardian 8 July 2005. http://www.guardian.co.uk/media/2005/jul/08/pressandpublishing.terrorism1>. Zulaika, Joseba, and William A. Douglass. Terror and Taboo: The Follies, Fables, and Faces of Terrorism. New York: Routledge, 1996. Citation reference for this article MLA Style Allmark, Panizza. "Photography after the Incidents: We’re Not Afraid!." M/C Journal 10.6/11.1 (2008). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0804/06-allmark.php>. APA Style Allmark, P. (Apr. 2008) "Photography after the Incidents: We’re Not Afraid!," M/C Journal, 10(6)/11(1). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0804/06-allmark.php>.

On the morning of Thursday, 4 May 2006, the United States House Permanent Select Committee on Intelligence held an open hearing entitled “Terrorist Use of the Internet.” The Intelligence committee meeting was scheduled to take place in Room 1302 of the Longworth Office Building, a Depression-era structure with a neoclassical façade. Because of a dysfunctional elevator, some of the congressional representatives were late to the meeting. During the testimony about the newest political applications for cutting-edge digital technology, the microphones periodically malfunctioned, and witnesses complained of “technical problems” several times. By the end of the day it seemed that what was to be remembered about the hearing was the shocking revelation that terrorists were using videogames to recruit young jihadists. The Associated Press wrote a short, restrained article about the hearing that only mentioned “computer games and recruitment videos” in passing. Eager to have their version of the news item picked up, Reuters made videogames the focus of their coverage with a headline that announced, “Islamists Using US Videogames in Youth Appeal.” Like a game of telephone, as the Reuters videogame story was quickly re-run by several Internet news services, each iteration of the title seemed less true to the exact language of the original. One Internet news service changed the headline to “Islamic militants recruit using U.S. video games.” Fox News re-titled the story again to emphasise that this alert about technological manipulation was coming from recognised specialists in the anti-terrorism surveillance field: “Experts: Islamic Militants Customizing Violent Video Games.” As the story circulated, the body of the article remained largely unchanged, in which the Reuters reporter described the digital materials from Islamic extremists that were shown at the congressional hearing. During the segment that apparently most captured the attention of the wire service reporters, eerie music played as an English-speaking narrator condemned the “infidel” and declared that he had “put a jihad” on them, as aerial shots moved over 3D computer-generated images of flaming oil facilities and mosques covered with geometric designs. Suddenly, this menacing voice-over was interrupted by an explosion, as a virtual rocket was launched into a simulated military helicopter. The Reuters reporter shared this dystopian vision from cyberspace with Western audiences by quoting directly from the chilling commentary and describing a dissonant montage of images and remixed sound. “I was just a boy when the infidels came to my village in Blackhawk helicopters,” a narrator’s voice said as the screen flashed between images of street-level gunfights, explosions and helicopter assaults. Then came a recording of President George W. Bush’s September 16, 2001, statement: “This crusade, this war on terrorism, is going to take a while.” It was edited to repeat the word “crusade,” which Muslims often define as an attack on Islam by Christianity. According to the news reports, the key piece of evidence before Congress seemed to be a film by “SonicJihad” of recorded videogame play, which – according to the experts – was widely distributed online. Much of the clip takes place from the point of view of a first-person shooter, seen as if through the eyes of an armed insurgent, but the viewer also periodically sees third-person action in which the player appears as a running figure wearing a red-and-white checked keffiyeh, who dashes toward the screen with a rocket launcher balanced on his shoulder. Significantly, another of the player’s hand-held weapons is a detonator that triggers remote blasts. As jaunty music plays, helicopters, tanks, and armoured vehicles burst into smoke and flame. Finally, at the triumphant ending of the video, a green and white flag bearing a crescent is hoisted aloft into the sky to signify victory by Islamic forces. To explain the existence of this digital alternative history in which jihadists could be conquerors, the Reuters story described the deviousness of the country’s terrorist opponents, who were now apparently modifying popular videogames through their wizardry and inserting anti-American, pro-insurgency content into U.S.-made consumer technology. One of the latest video games modified by militants is the popular “Battlefield 2” from leading video game publisher, Electronic Arts Inc of Redwood City, California. Jeff Brown, a spokesman for Electronic Arts, said enthusiasts often write software modifications, known as “mods,” to video games. “Millions of people create mods on games around the world,” he said. “We have absolutely no control over them. It’s like drawing a mustache on a picture.” Although the Electronic Arts executive dismissed the activities of modders as a “mustache on a picture” that could only be considered little more than childish vandalism of their off-the-shelf corporate product, others saw a more serious form of criminality at work. Testifying experts and the legislators listening on the committee used the video to call for greater Internet surveillance efforts and electronic counter-measures. Within twenty-four hours of the sensationalistic news breaking, however, a group of Battlefield 2 fans was crowing about the idiocy of reporters. The game play footage wasn’t from a high-tech modification of the software by Islamic extremists; it had been posted on a Planet Battlefield forum the previous December of 2005 by a game fan who had cut together regular game play with a Bush remix and a parody snippet of the soundtrack from the 2004 hit comedy film Team America. The voice describing the Black Hawk helicopters was the voice of Trey Parker of South Park cartoon fame, and – much to Parker’s amusement – even the mention of “goats screaming” did not clue spectators in to the fact of a comic source. Ironically, the moment in the movie from which the sound clip is excerpted is one about intelligence gathering. As an agent of Team America, a fictional elite U.S. commando squad, the hero of the film’s all-puppet cast, Gary Johnston, is impersonating a jihadist radical inside a hostile Egyptian tavern that is modelled on the cantina scene from Star Wars. Additional laughs come from the fact that agent Johnston is accepted by the menacing terrorist cell as “Hakmed,” despite the fact that he utters a series of improbable clichés made up of incoherent stereotypes about life in the Middle East while dressed up in a disguise made up of shoe polish and a turban from a bathroom towel. The man behind the “SonicJihad” pseudonym turned out to be a twenty-five-year-old hospital administrator named Samir, and what reporters and representatives saw was nothing more exotic than game play from an add-on expansion pack of Battlefield 2, which – like other versions of the game – allows first-person shooter play from the position of the opponent as a standard feature. While SonicJihad initially joined his fellow gamers in ridiculing the mainstream media, he also expressed astonishment and outrage about a larger politics of reception. In one interview he argued that the media illiteracy of Reuters potentially enabled a whole series of category errors, in which harmless gamers could be demonised as terrorists. It wasn’t intended for the purpose what it was portrayed to be by the media. So no I don’t regret making a funny video . . . why should I? The only thing I regret is thinking that news from Reuters was objective and always right. The least they could do is some online research before publishing this. If they label me al-Qaeda just for making this silly video, that makes you think, what is this al-Qaeda? And is everything al-Qaeda? Although Sonic Jihad dismissed his own work as “silly” or “funny,” he expected considerably more from a credible news agency like Reuters: “objective” reporting, “online research,” and fact-checking before “publishing.” Within the week, almost all of the salient details in the Reuters story were revealed to be incorrect. SonicJihad’s film was not made by terrorists or for terrorists: it was not created by “Islamic militants” for “Muslim youths.” The videogame it depicted had not been modified by a “tech-savvy militant” with advanced programming skills. Of course, what is most extraordinary about this story isn’t just that Reuters merely got its facts wrong; it is that a self-identified “parody” video was shown to the august House Intelligence Committee by a team of well-paid “experts” from the Science Applications International Corporation (SAIC), a major contractor with the federal government, as key evidence of terrorist recruitment techniques and abuse of digital networks. Moreover, this story of media illiteracy unfolded in the context of a fundamental Constitutional debate about domestic surveillance via communications technology and the further regulation of digital content by lawmakers. Furthermore, the transcripts of the actual hearing showed that much more than simple gullibility or technological ignorance was in play. Based on their exchanges in the public record, elected representatives and government experts appear to be keenly aware that the digital discourses of an emerging information culture might be challenging their authority and that of the longstanding institutions of knowledge and power with which they are affiliated. These hearings can be seen as representative of a larger historical moment in which emphatic declarations about prohibiting specific practices in digital culture have come to occupy a prominent place at the podium, news desk, or official Web portal. This environment of cultural reaction can be used to explain why policy makers’ reaction to terrorists’ use of networked communication and digital media actually tells us more about our own American ideologies about technology and rhetoric in a contemporary information environment. When the experts come forward at the Sonic Jihad hearing to “walk us through the media and some of the products,” they present digital artefacts of an information economy that mirrors many of the features of our own consumption of objects of electronic discourse, which seem dangerously easy to copy and distribute and thus also create confusion about their intended meanings, audiences, and purposes. From this one hearing we can see how the reception of many new digital genres plays out in the public sphere of legislative discourse. Web pages, videogames, and Weblogs are mentioned specifically in the transcript. The main architecture of the witnesses’ presentation to the committee is organised according to the rhetorical conventions of a PowerPoint presentation. Moreover, the arguments made by expert witnesses about the relationship of orality to literacy or of public to private communications in new media are highly relevant to how we might understand other important digital genres, such as electronic mail or text messaging. The hearing also invites consideration of privacy, intellectual property, and digital “rights,” because moral values about freedom and ownership are alluded to by many of the elected representatives present, albeit often through the looking glass of user behaviours imagined as radically Other. For example, terrorists are described as “modders” and “hackers” who subvert those who properly create, own, legitimate, and regulate intellectual property. To explain embarrassing leaks of infinitely replicable digital files, witness Ron Roughead says, “We’re not even sure that they don’t even hack into the kinds of spaces that hold photographs in order to get pictures that our forces have taken.” Another witness, Undersecretary of Defense for Policy and International Affairs, Peter Rodman claims that “any video game that comes out, as soon as the code is released, they will modify it and change the game for their needs.” Thus, the implication of these witnesses’ testimony is that the release of code into the public domain can contribute to political subversion, much as covert intrusion into computer networks by stealthy hackers can. However, the witnesses from the Pentagon and from the government contractor SAIC often present a contradictory image of the supposed terrorists in the hearing transcripts. Sometimes the enemy is depicted as an organisation of technological masterminds, capable of manipulating the computer code of unwitting Americans and snatching their rightful intellectual property away; sometimes those from the opposing forces are depicted as pre-modern and even sub-literate political innocents. In contrast, the congressional representatives seem to focus on similarities when comparing the work of “terrorists” to the everyday digital practices of their constituents and even of themselves. According to the transcripts of this open hearing, legislators on both sides of the aisle express anxiety about domestic patterns of Internet reception. Even the legislators’ own Web pages are potentially disruptive electronic artefacts, particularly when the demands of digital labour interfere with their duties as lawmakers. Although the subject of the hearing is ostensibly terrorist Websites, Representative Anna Eshoo (D-California) bemoans the difficulty of maintaining her own official congressional site. As she observes, “So we are – as members, I think we’re very sensitive about what’s on our Website, and if I retained what I had on my Website three years ago, I’d be out of business. So we know that they have to be renewed. They go up, they go down, they’re rebuilt, they’re – you know, the message is targeted to the future.” In their questions, lawmakers identify Weblogs (blogs) as a particular area of concern as a destabilising alternative to authoritative print sources of information from established institutions. Representative Alcee Hastings (D-Florida) compares the polluting power of insurgent bloggers to that of influential online muckrakers from the American political Right. Hastings complains of “garbage on our regular mainstream news that comes from blog sites.” Representative Heather Wilson (R-New Mexico) attempts to project a media-savvy persona by bringing up the “phenomenon of blogging” in conjunction with her questions about jihadist Websites in which she notes how Internet traffic can be magnified by cooperative ventures among groups of ideologically like-minded content-providers: “These Websites, and particularly the most active ones, are they cross-linked? And do they have kind of hot links to your other favorite sites on them?” At one point Representative Wilson asks witness Rodman if he knows “of your 100 hottest sites where the Webmasters are educated? What nationality they are? Where they’re getting their money from?” In her questions, Wilson implicitly acknowledges that Web work reflects influences from pedagogical communities, economic networks of the exchange of capital, and even potentially the specific ideologies of nation-states. It is perhaps indicative of the government contractors’ anachronistic worldview that the witness is unable to answer Wilson’s question. He explains that his agency focuses on the physical location of the server or ISP rather than the social backgrounds of the individuals who might be manufacturing objectionable digital texts. The premise behind the contractors’ working method – surveilling the technical apparatus not the social network – may be related to other beliefs expressed by government witnesses, such as the supposition that jihadist Websites are collectively produced and spontaneously emerge from the indigenous, traditional, tribal culture, instead of assuming that Iraqi insurgents have analogous beliefs, practices, and technological awareness to those in first-world countries. The residual subtexts in the witnesses’ conjectures about competing cultures of orality and literacy may tell us something about a reactionary rhetoric around videogames and digital culture more generally. According to the experts before Congress, the Middle Eastern audience for these videogames and Websites is limited by its membership in a pre-literate society that is only capable of abortive cultural production without access to knowledge that is archived in printed codices. Sometimes the witnesses before Congress seem to be unintentionally channelling the ideas of the late literacy theorist Walter Ong about the “secondary orality” associated with talky electronic media such as television, radio, audio recording, or telephone communication. Later followers of Ong extend this concept of secondary orality to hypertext, hypermedia, e-mail, and blogs, because they similarly share features of both speech and written discourse. Although Ong’s disciples celebrate this vibrant reconnection to a mythic, communal past of what Kathleen Welch calls “electric rhetoric,” the defence industry consultants express their profound state of alarm at the potentially dangerous and subversive character of this hybrid form of communication. The concept of an “oral tradition” is first introduced by the expert witnesses in the context of modern marketing and product distribution: “The Internet is used for a variety of things – command and control,” one witness states. “One of the things that’s missed frequently is how and – how effective the adversary is at using the Internet to distribute product. They’re using that distribution network as a modern form of oral tradition, if you will.” Thus, although the Internet can be deployed for hierarchical “command and control” activities, it also functions as a highly efficient peer-to-peer distributed network for disseminating the commodity of information. Throughout the hearings, the witnesses imply that unregulated lateral communication among social actors who are not authorised to speak for nation-states or to produce legitimated expert discourses is potentially destabilising to political order. Witness Eric Michael describes the “oral tradition” and the conventions of communal life in the Middle East to emphasise the primacy of speech in the collective discursive practices of this alien population: “I’d like to point your attention to the media types and the fact that the oral tradition is listed as most important. The other media listed support that. And the significance of the oral tradition is more than just – it’s the medium by which, once it comes off the Internet, it is transferred.” The experts go on to claim that this “oral tradition” can contaminate other media because it functions as “rumor,” the traditional bane of the stately discourse of military leaders since the classical era. The oral tradition now also has an aspect of rumor. A[n] event takes place. There is an explosion in a city. Rumor is that the United States Air Force dropped a bomb and is doing indiscriminate killing. This ends up being discussed on the street. It ends up showing up in a Friday sermon in a mosque or in another religious institution. It then gets recycled into written materials. Media picks up the story and broadcasts it, at which point it’s now a fact. In this particular case that we were telling you about, it showed up on a network television, and their propaganda continues to go back to this false initial report on network television and continue to reiterate that it’s a fact, even though the United States government has proven that it was not a fact, even though the network has since recanted the broadcast. In this example, many-to-many discussion on the “street” is formalised into a one-to many “sermon” and then further stylised using technology in a one-to-many broadcast on “network television” in which “propaganda” that is “false” can no longer be disputed. This “oral tradition” is like digital media, because elements of discourse can be infinitely copied or “recycled,” and it is designed to “reiterate” content. In this hearing, the word “rhetoric” is associated with destructive counter-cultural forces by the witnesses who reiterate cultural truisms dating back to Plato and the Gorgias. For example, witness Eric Michael initially presents “rhetoric” as the use of culturally specific and hence untranslatable figures of speech, but he quickly moves to an outright castigation of the entire communicative mode. “Rhetoric,” he tells us, is designed to “distort the truth,” because it is a “selective” assembly or a “distortion.” Rhetoric is also at odds with reason, because it appeals to “emotion” and a romanticised Weltanschauung oriented around discourses of “struggle.” The film by SonicJihad is chosen as the final clip by the witnesses before Congress, because it allegedly combines many different types of emotional appeal, and thus it conveniently ties together all of the themes that the witnesses present to the legislators about unreliable oral or rhetorical sources in the Middle East: And there you see how all these products are linked together. And you can see where the games are set to psychologically condition you to go kill coalition forces. You can see how they use humor. You can see how the entire campaign is carefully crafted to first evoke an emotion and then to evoke a response and to direct that response in the direction that they want. Jihadist digital products, especially videogames, are effective means of manipulation, the witnesses argue, because they employ multiple channels of persuasion and carefully sequenced and integrated subliminal messages. To understand the larger cultural conversation of the hearing, it is important to keep in mind that the related argument that “games” can “psychologically condition” players to be predisposed to violence is one that was important in other congressional hearings of the period, as well one that played a role in bills and resolutions that were passed by the full body of the legislative branch. In the witness’s testimony an appeal to anti-game sympathies at home is combined with a critique of a closed anti-democratic system abroad in which the circuits of rhetorical production and their composite metonymic chains are described as those that command specific, unvarying, robotic responses. This sharp criticism of the artful use of a presentation style that is “crafted” is ironic, given that the witnesses’ “compilation” of jihadist digital material is staged in the form of a carefully structured PowerPoint presentation, one that is paced to a well-rehearsed rhythm of “slide, please” or “next slide” in the transcript. The transcript also reveals that the members of the House Intelligence Committee were not the original audience for the witnesses’ PowerPoint presentation. Rather, when it was first created by SAIC, this “expert” presentation was designed for training purposes for the troops on the ground, who would be facing the challenges of deployment in hostile terrain. According to the witnesses, having the slide show showcased before Congress was something of an afterthought. Nonetheless, Congressman Tiahrt (R-KN) is so impressed with the rhetorical mastery of the consultants that he tries to appropriate it. As Tiarht puts it, “I’d like to get a copy of that slide sometime.” From the hearing we also learn that the terrorists’ Websites are threatening precisely because they manifest a polymorphously perverse geometry of expansion. For example, one SAIC witness before the House Committee compares the replication and elaboration of digital material online to a “spiderweb.” Like Representative Eshoo’s site, he also notes that the terrorists’ sites go “up” and “down,” but the consultant is left to speculate about whether or not there is any “central coordination” to serve as an organising principle and to explain the persistence and consistency of messages despite the apparent lack of a single authorial ethos to offer a stable, humanised, point of reference. In the hearing, the oft-cited solution to the problem created by the hybridity and iterability of digital rhetoric appears to be “public diplomacy.” Both consultants and lawmakers seem to agree that the damaging messages of the insurgents must be countered with U.S. sanctioned information, and thus the phrase “public diplomacy” appears in the hearing seven times. However, witness Roughhead complains that the protean “oral tradition” and what Henry Jenkins has called the “transmedia” character of digital culture, which often crosses several platforms of traditional print, projection, or broadcast media, stymies their best rhetorical efforts: “I think the point that we’ve tried to make in the briefing is that wherever there’s Internet availability at all, they can then download these – these programs and put them onto compact discs, DVDs, or post them into posters, and provide them to a greater range of people in the oral tradition that they’ve grown up in. And so they only need a few Internet sites in order to distribute and disseminate the message.” Of course, to maintain their share of the government market, the Science Applications International Corporation also employs practices of publicity and promotion through the Internet and digital media. They use HTML Web pages for these purposes, as well as PowerPoint presentations and online video. The rhetoric of the Website of SAIC emphasises their motto “From Science to Solutions.” After a short Flash film about how SAIC scientists and engineers solve “complex technical problems,” the visitor is taken to the home page of the firm that re-emphasises their central message about expertise. The maps, uniforms, and specialised tools and equipment that are depicted in these opening Web pages reinforce an ethos of professional specialisation that is able to respond to multiple threats posed by the “global war on terror.” By 26 June 2006, the incident finally was being described as a “Pentagon Snafu” by ABC News. From the opening of reporter Jake Tapper’s investigative Webcast, established government institutions were put on the spot: “So, how much does the Pentagon know about videogames? Well, when it came to a recent appearance before Congress, apparently not enough.” Indeed, the very language about “experts” that was highlighted in the earlier coverage is repeated by Tapper in mockery, with the significant exception of “independent expert” Ian Bogost of the Georgia Institute of Technology. If the Pentagon and SAIC deride the legitimacy of rhetoric as a cultural practice, Bogost occupies himself with its defence. In his recent book Persuasive Games: The Expressive Power of Videogames, Bogost draws upon the authority of the “2,500 year history of rhetoric” to argue that videogames represent a significant development in that cultural narrative. Given that Bogost and his Watercooler Games Weblog co-editor Gonzalo Frasca were actively involved in the detective work that exposed the depth of professional incompetence involved in the government’s line-up of witnesses, it is appropriate that Bogost is given the final words in the ABC exposé. As Bogost says, “We should be deeply bothered by this. We should really be questioning the kind of advice that Congress is getting.” Bogost may be right that Congress received terrible counsel on that day, but a close reading of the transcript reveals that elected officials were much more than passive listeners: in fact they were lively participants in a cultural conversation about regulating digital media. After looking at the actual language of these exchanges, it seems that the persuasiveness of the misinformation from the Pentagon and SAIC had as much to do with lawmakers’ preconceived anxieties about practices of computer-mediated communication close to home as it did with the contradictory stereotypes that were presented to them about Internet practices abroad. In other words, lawmakers found themselves looking into a fun house mirror that distorted what should have been familiar artefacts of American popular culture because it was precisely what they wanted to see. References ABC News. “Terrorist Videogame?” Nightline Online. 21 June 2006. 22 June 2006 http://abcnews.go.com/Video/playerIndex?id=2105341>. Bogost, Ian. Persuasive Games: Videogames and Procedural Rhetoric. Cambridge, MA: MIT Press, 2007. Game Politics. “Was Congress Misled by ‘Terrorist’ Game Video? We Talk to Gamer Who Created the Footage.” 11 May 2006. http://gamepolitics.livejournal.com/285129.html#cutid1>. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. julieb. “David Morgan Is a Horrible Writer and Should Be Fired.” Online posting. 5 May 2006. Dvorak Uncensored Cage Match Forums. http://cagematch.dvorak.org/index.php/topic,130.0.html>. Mahmood. “Terrorists Don’t Recruit with Battlefield 2.” GGL Global Gaming. 16 May 2006 http://www.ggl.com/news.php?NewsId=3090>. Morgan, David. “Islamists Using U.S. Video Games in Youth Appeal.” Reuters online news service. 4 May 2006 http://today.reuters.com/news/ArticleNews.aspx?type=topNews &storyID=2006-05-04T215543Z_01_N04305973_RTRUKOC_0_US-SECURITY- VIDEOGAMES.xml&pageNumber=0&imageid=&cap=&sz=13&WTModLoc= NewsArt-C1-ArticlePage2>. Ong, Walter J. Orality and Literacy: The Technologizing of the Word. London/New York: Methuen, 1982. Parker, Trey. Online posting. 7 May 2006. 9 May 2006 http://www.treyparker.com>. Plato. “Gorgias.” Plato: Collected Dialogues. Princeton: Princeton UP, 1961. Shrader, Katherine. “Pentagon Surfing Thousands of Jihad Sites.” Associated Press 4 May 2006. SonicJihad. “SonicJihad: A Day in the Life of a Resistance Fighter.” Online posting. 26 Dec. 2005. Planet Battlefield Forums. 9 May 2006 http://www.forumplanet.com/planetbattlefield/topic.asp?fid=13670&tid=1806909&p=1>. Tapper, Jake, and Audery Taylor. “Terrorist Video Game or Pentagon Snafu?” ABC News Nightline 21 June 2006. 30 June 2006 http://abcnews.go.com/Nightline/Technology/story?id=2105128&page=1>. U.S. Congressional Record. Panel I of the Hearing of the House Select Intelligence Committee, Subject: “Terrorist Use of the Internet for Communications.” Federal News Service. 4 May 2006. Welch, Kathleen E. Electric Rhetoric: Classical Rhetoric, Oralism, and the New Literacy. Cambridge, MA: MIT Press, 1999. Citation reference for this article MLA Style Losh, Elizabeth. "Artificial Intelligence: Media Illiteracy and the SonicJihad Debacle in Congress." M/C Journal 10.5 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0710/08-losh.php>. APA Style Losh, E. (Oct. 2007) "Artificial Intelligence: Media Illiteracy and the SonicJihad Debacle in Congress," M/C Journal, 10(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0710/08-losh.php>.

In August 2017, a white supremacist rally marketed as “Unite the Right” was held in Charlottesville, Virginia. In participation were members of the alt-right, including neo-nazis, white nationalists, neo-confederates, and other hate groups (Atkinson). The rally swiftly erupted in violence between white supremacists and counter protestors, culminating in the death of a counter-protester named Heather Heyer, who was struck by a car driven by white supremacist James Alex Fields, and leaving dozens injured. Terry McQuliffe, the Governor of Virginia, declared a state of emergency on August 12, and the world watched while white supremacists boldly marched in clothing emblazoned with symbols ranging from swastikas to a cartoon frog (Pepe), with flags featuring the nation of “Kekistan”, and carrying tiki torches chanting, “You Will Not Replace Us... Jews Will Not Replace Us”.The purpose of this essay is not, however, to examine the Internet symbols that circulated during the Unite the Right rally but rather to hone in on a specific moment that illustrates a key part of Internet culture that was often overlooked during analysis of the events that occurred during the riots: a documentary filmmaker, C. J. Hunt, was at the rally to record footage for a project on the removal of Confederate monuments. While there, he saw a rally-goer dressed in the white polo t-shirt and khaki pants uniform of the white nationalist group Vanguard America. The rally-goer, a young white man, was being chased by a counter-protester. He began to scream and beg for mercy, and even went as far as stripping off his clothing and denying that he really believed in any of the group’s ideology. In the recording by Hunt, who asks why he was there and why he was undressing, the young white man responded that shouting white power is “fun”, and that he was participating in the event because he, quote, “likes to be offensive” (Hunt).As Hunt notes in a piece for GQ reflecting on his experience at the rally, as soon as the man was cut off from his group and confronted, the runaway racist’s demeanor immediately changed when he had to face the consequences of his actions. Trolls often rely on the safety and anonymity of online forums and digital spaces where they are often free from having to face the consequences of their actions, and for the runaway racist, things became real very quickly when he was forced to own up to his hateful actions. In a way, many members of these movements seem to want politics without consequence for themselves, but with significant repercussions for others. Milo Yiannopoulos, a self-professed “master troll”, built an entire empire worth millions of dollars off of what the far-right defends as ironic hate speech and a form of politics without consequences reserved only for the privileged white men that gleefully engage in it. The runaway racist and Yiannopoulos are borne out of an Internet culture that is built on being offensive, on trolling, and “troll” itself being an aspirational label and identity, but also more importantly, a political aesthetic.In this essay, I argue that trolling itself has become a kind of political aesthetic and identity, and provide evidence via examples like hoaxes, harassment campaigns, and the use of memes to signal to certain online populations and extremist groups in violent attacks. First coined by Walter Benjamin in order to explain a fundamental component of using art to foster consent and compliance in fascist regimes, the term since then has evolved to encompass far more than just works of art. Benjamin’s original conception of the term is in regard to a creation of a spectacle that prevents the masses from recognizing their rights – in short, the aestheticization of politics is not just about the strategies of the fascist regimes themselves but says more about the subjects within them. In the time of Benjamin’s writing, the specific medium was mass propaganda through the newly emerging film industry and other forms of art (W. Benjamin). To Benjamin, these aesthetics served as tools of distracting to make fascism more palatable to the masses. Aesthetic tools of distraction serve an affective purpose, revealing the unhappy consciousness of neoreactionaries (Hui), and provide an outlet for their resentment.Since political aesthetics are concerned with how cultural products like art, film, and even clothing reflect political ideologies and beliefs (Sartwell; McManus; Miller-Idriss), the objects of analysis in this essay are part of the larger visual culture of the alt-right (Bogerts and Fielitz; Stanovsky). Indeed, aesthetic aspects of political systems shift their meaning over time, or are changed and redeployed with transformed effect (Sartwell). In this essay, I am applying the concept of the aestheticization of politics by analyzing how alt-right visual cultures deploy distraction and dissimulation to advance their political agenda through things like trolling campaigns and hoaxes. By analyzing these events, their use of memes, trolling techniques, and their influence on mainstream culture, what is revealed is the influence of trolling on political culture for the alt-right and how the alt-right then distracts the rest of the public (McManus).Who’s Afraid of the Big Bad Troll?Large scale analyses of disinformation and extremist content online tends to examine how certain actors are connected, what topics emerge and how these are connected across platforms, and the ways that disinformation campaigns operate in digital environments (Marwick and Lewis; Starbird; Benkler et al.). Masculine and white-coded technology gave rise to male-dominated digital spaces (R. Benjamin), with trolling often being an issue faced by non-normative users of the Internet and their communities (Benjamin; Lumsden and Morgan; Nakamura; Phillips, Oxygen). Creating a kind of unreality where it is difficult to parse out truth from lies, fiction from non-fiction, the troll creates cultural products, and by hiding behind irony and humor confuses onlookers and is removed from any kind of reasonable blame for their actions. Irony has long been a rhetorical strategy used in politics, and the alt right has been no exception (Weatherby), but for our current sociopolitical landscape, trolling is a political strategy that infuses irony into politics and identity.In the digital era, political memes and internet culture are pervasive components of the spread of hate speech and extremist ideology on digital platforms. Trolling is not an issue that exists in a vacuum – rather, trolls are a product of greater mainstream culture that encourages and allows their behaviors (Phillips, This Is Why; Fichman and Sanfilippo; Marwick and Lewis). Trolls, and meme culture in general, have often been pointed to as being part of the reason for the rise of Trump and fascist politics across the world in recent years (Greene; Lamerichs et al.; Hodge and Hallgrimsdottir; Glitsos and Hall). Although criticism has been expressed about how impactful memes were in the election of Donald Trump, political memes have had an impact on the ways that trolling went from anonymous jerks on forums to figures like Yiannapoulos who built entire careers off of trolling, creating empires of hate (Lang). These memes that are often absurd and incomprehensible to those who are not a part of the community that they come from aim to cheapen, trivialize, and mock social justice movements like Black Lives Matter, feminism, LGBTQ+ rights, and others.But the history of trolling online goes as far back as the Internet itself. “Trolling” is just a catch all term to describe online behaviors meant to antagonize, to disrupt online conversations, and to silence other users (Cole; Fichman and Sanfilippo). As more and more people started moving online and engaging in participatory culture, trolling continued to evolve from seemingly harmless jokes like the “Rick Roll” to targeted campaigns meant to harass women off of social media platforms (Lumsden and Morgan; Graham). Trolling behaviors are more than just an ugly part of the online experience, but are also a way for users to maintain the borders of their online community - it’s meant to drive away those who are perceived to be outsiders not just from the specific forum, but the Internet itself (Graham). With the rise of modern social media platforms, trolling itself is also a part of the political landscape, creating a “toxic counterpublic” that combines irony with a kind of earnestness to spread and inject their beliefs into mainstream political discourse (Greene). As a mode of information warfare, these subversive rhetorical strategies meant to contradict or reverse existing political and value systems have been used throughout history as a political tactic (Blackstock).The goal of trolling is not just to disrupt conversations, but to lead to chaos via confusion about the sincerity and meaning of messages and visuals, and rather than functioning as a politics of outrage (on the part of the adherents), it is a politics of being as outrageous as possible. As a part of larger meme culture, the aesthetics of trolls and their outrageous content manage to operate under the radar by being able to excuse their behaviors and rhetoric as just “trolling” or “joking”. This ambiguity points to trolling on the far right as a political strategy and identity to absolve them of blame or accusations of what their real intentions are. Calling them “trolls” hides the level of sophistication and vast levels of influence that they had on public opinion and discourse in the United States (Geltzer; Starks et al.; Marwick and Lewis). We no longer live in a world apart from the troll’s influence and immune from their toxic discourse – rather, we have long been under the bridge with them.Co-Opted SymbolsOne of the most well-known examples of trolling as a political aesthetic and tactic may be the OK hand sign used by the Christchurch shooter. The idea that the OK hand sign was a secretly white supremacist symbol started as a hoax on 4chan. The initial 2017 hoax purported that the hand sign was meant to stand for “White Power”, with the three fingers representing the W and the circle made with the index finger and thumb as the P (Anti-Defamation League, “Okay Hand Gesture”). The purpose of perpetuating the hoax was to demonstrate that (a) they were being watched and (b) that the mainstream media is stupid and gullible enough to believe this hoax. Meant to incite confusion and to act as a subversive strategy, the OK hand sign was then actually adopted by the alt-right as a sort of meme to not just perpetuate the hoax, but to signal belonging to the larger group (Allyn). Even though the Anti-Defamation League initially listed it as not being a hate symbol and pointed out the origins of the hoax (Anti-Defamation League, “No, the ‘OK’ Gesture Is Not a Hate Symbol”), they then switched their opinion when the OK hand sign was being flashed by white supremacists, showing up in photographs at political events, and other social media content. In fact, the OK hand sign is also a common element in pictures of Pepe the Frog, who is a sort of “alt right mascot” (Tait; Glitsos and Hall), but like the OK hand sign, Pepe the Frog did not start as an alt-right mascot and was co-opted by the alt-right as a mode of representation.The confusion around the actual meaning behind the hand symbol points to how the alt-right uses these modes of representation in ways that are simultaneously an inside joke and a real expression of their beliefs. For instance, the Christchurch shooter referenced a number of memes and other rhetoric typical of 4chan and 8chan communities in his video and manifesto (Quek). In the shooter’s manifesto and video, the vast amounts of content that point to the trolling and visual culture of the alt-right are striking – demonstrating how alt-right memes not only make this violent ideology accessible, but are cultural products meant to be disseminated and ultimately, result in some kind of action (DeCook).The creation and co-optation of symbols by the alt-right like the OK hand sign are not just memes, but a form of language created by extremists for extremists (Greene; Hodge and Hallgrimsdottir). The shooter’s choice of including this type of content in his manifesto as well as certain phrases in his live-streamed video indicate his level of knowledge of what needed to be done for his attack to get as much attention as possible – the 4chan troll is the modern-day bogeyman, and parts of the manifesto have been identified as intentional traps for the mainstream media (Lorenz).Thus, the Christchurch shooter and trolling culture are linked, but referring to the symbols in the manifesto as being a part of “trolling” culture misses the deeper purpose – chaos, through the outrage spectacle, is the intended goal, particularly by creating arguments about the nature and utility of online trolling behavior. The shooter encouraged other 8chan users to disseminate his posted manifesto as well as to share the video of the attack – and users responded by immortalizing the event in meme format. The memes created celebrated the shooter as a hero, and although Facebook did remove the initial livestream video, it was reuploaded to the platform 1.2 million times in the first 24 hours, attempting to saturate the online platform with so many uploads that it would cause confusion and be difficult to remove (Gramenz). Some users even created gifs or set the video to music from the Doom video game soundtrack – a video game where the player is a demon slayer in an apocalyptic world, further adding another layer of symbolism to the attack.These political aesthetics – spread through memes, gifs, and “fan videos” – are the perfect vehicles for disseminating extremist ideology because of what they allow the alt-right to do with them: hide behind them, covering up their intentions, all the while adopting them as signifiers for their movement. With the number of memes, symbols, and phrases posted in his manifesto and spoken aloud in his mainstream, perhaps the Christchurch shooter wanted the onus of the blame to fall on these message board communities and the video games and celebrities referenced – in effect, it was “designed to troll” (Lorenz). But, there is a kernel of truth in every meme, post, image, and comment – their memes are a part of their political aesthetic, thus implicit and explicit allusions to the inner workings of their ideology are present. Hiding behind hoaxes, irony, edginess, and trolling, members of the alt-right and other extremist Internet cultures then engage in a kind of subversion that allows them to avoid taking any responsibility for real and violent attacks that occur as a result of their discourse. Antagonizing the left, being offensive, and participating in this outrage spectacle to garner a response from news outlets, activists, and outsiders are all a part of the same package.Trolls and the Outrage SpectacleThe confusion and the chaos left behind by these kinds of trolling campaigns and hoaxes leave many to ask: How disingenuous is it? Is it meant for mere shock value or is it really reflective of the person’s beliefs? In terms of the theme of dissimulation for this special issue, what is the real intent, and under what pretenses should these kinds of trolling behaviors be understood? Returning to the protestor who claimed “I just like to be offensive”, the skepticism from onlookers still exists: why go so far as to join an alt-right rally, wearing the uniform of Identity Evropa (now the American Identity Movement), as a “joke”?Extremists hide behind humor and irony to cloud judgments from others, begging the question of can we have practice without belief? But, ultimately, practice and belief are intertwined – the regret of the Runaway Racist is not because he suddenly realized he did not “believe”, but rather was forced to face the consequences of his belief, something that he as a white man perhaps never really had to confront. The cultural reach of dissimulation, in particular hiding true intent behind the claim of “irony”, is vast - YouTuber Pewdiepie claimed his use of racial and anti-Semitic slurs and putting on an entire Ku Klux Klan uniform in the middle of a video were “accidental” only after considerable backlash (Picheta). It has to be noted, however, that Pewdiepie is referenced in the manifesto of the Christchurch shooter – specifically, the shooter yelled during his livestream “subscribe to Pewdiepie”, (Lorenz). Pewdiepie and many other trolls, once called out for their behavior, and regardless of their actual intent, double down on their claims of irony to distract from the reality of their behaviors and actions.The normalization of this kind of content in mainstream platforms like Twitter, YouTube, Facebook, and even Instagram show how 4chan and alt-right Internet culture has seeped out of its borders and exists everywhere online. This “coded irony” is not only enabled rhetorically due to irony’s slippery definition, but also digitally via these online media (Weatherby). The aesthetics of the troll are present in every single platform and are disseminated everywhere – memes are small cultural units meant to be passed on (Shifman), and although one can argue it was not memes alone that resulted in the rise of the alt-right and the election of Donald Trump, memes are a part of the larger puzzle of the political radicalization process. The role of the Internet in radicalization is so powerful and insidious because of the presentation of content – it is funny, edgy, ironic, offensive, and outrageous. But these behaviors and attitudes are not just appealing to some kind of adolescent-like desire to push boundaries of what is and is not socially acceptable and/or politically incorrect (Marwick and Lewis), and calling it such clouds people’s perceptions of their level of sophistication in shaping political discourse.Memes and the alt-right are a noted phenomenon, and these visual cultures created by trolls on message boards have aided in the rise of the current political situation worldwide (Hodge and Hallgrimsdottir). We are well in the midst of a type of warfare based on not weapons and bodies, but information and data - in which memes and other elements of the far right’s political aesthetic play an important role (Molander et al.; Prier; Bogerts and Fielitz). The rise of the online troll as a political player and the alt-right are merely the logical outcomes of these systems.ConclusionThe alt-right’s spread was possible because of the trolling cultures and aesthetics of dissimulation created in message boards that predate 4chan (Kitada). The memes and inflammatory statements made by them serve multiple purposes, ranging from an intention to incite outrage among non-members of the group to signal group belonging and identity. In some odd way, if people do not understand the content, the content actually speaks louder and, in more volumes, that it would if its intent was more straightforward – in their confusion, people give these trolling techniques more attention and amplification in their attempt to make sense of them. Through creating confusion, distraction, and uncertainty around the legitimacy of messages, hand signs, and even memes, the alt-right has elevated the aestheticization of politics to a degree that Walter Benjamin could perhaps not have predicted in his initial lament about the distracted masses of fascist regimes (McManus). The political dimensions of trolling and the cognitive uncertainty that it creates is a part of its goal. Dismissing trolls is no longer an option, but also regarding them as sinister political operatives may be overblowing their significance. In the end, “ironic hate speech” is still hate speech, and by couching their extremist ideology in meme format they make their extremist beliefs more palatable -- and nobody is completely immune to their strategies.ReferencesAllyn, Bobby. “The ‘OK’ Hand Gesture Is Now Listed as a Symbol of Hate.” NPR 2019. <https://www.npr.org/2019/09/26/764728163/the-ok-hand-gesture-is-now-listed-as-a-symbol-of-hate>.Anti-Defamation League. “No, the ‘OK’ Gesture Is Not a Hate Symbol.” Anti-Defamation League. 10 Dec. 2017 <https://www.adl.org/blog/no-the-ok-gesture-is-not-a-hate-symbol>.———. “Okay Hand Gesture.” Anti-Defamation League. 28 Feb. 2020 <https://www.adl.org/education/references/hate-symbols/okay-hand-gesture>.Atkinson, David C. “Charlottesville and the Alt-Right: A Turning Point?” Politics, Groups, and Identities 6.2 (2018): 309-15.Benjamin, Ruha. Race after Technology: Abolitionist Tools for the New Jim Code. Polity, 2019.Benjamin, Walter. 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