Journal articles on the topic 'Newspaper publishing – Capitalism'

The French - local daily newspaper in Indochina appeared with the development of commerce and the presence of colonial capitalists (industrialists, miners, intellectuals, civil servants and traders) in the mid-1880s. French daily newspapers not only reflected the change of localities, but also played a role in promoting development through a focus on defending political views, providing economic information. Le Courrier d'Haiphong is a case of a local daily newspaper that balances factors such as operational objectives, publishing conditions, and is a “witness” of Hai Phong's urbanization process and plays a role as “participant factor” accelerating the modernization of one of the trade-industrial centers in the North of Vietnam during the colonial period. Out of the local sphere, Le Courrier d'Haiphong existed as a forum of French capitalists in Tonkin. As one of the very few newspapers that had not been suspended during its lifetime, Le Courrier d'Haiphong newspaper provided a way to publish newspapers in the early stages of journalism in Vietnam. At the same time, it is also a valuable resource for research on economic history, urban history, or cultural exchange and acculturation activities in the late nineteenth century and the first half of the twentieth century.

Media critics tend to think about reviews in two ways: either as autonomous acts of creative intervention or as necessary fodder for publicity campaigns. Rather than elevate either of these options, I offer an account of my own reviewing experience as anecdotal evidence of the interrelation between creative intervention and commodification at work in every printed newspaper review. As Frederick Jameson argued long ago in his essay “Reification and Utopia in Mass Culture”, capitalist culture always contains elements of utopian or counter-hegemonic fantasy, but these elements are quickly absorbed and squelched within the market. Indeed, the appearance of literary criticism itself is bound up with the transformation of cultural activity into commodity form. In order to appreciate how reviews function within the economy of literary journalism, one should underestimate neither the ease with which even the most insightful review has always already been absorbed into the process of commodification nor how this process can work against the market’s own best interests. (For a study of the economic impact of reviewing, see Cameron. For the complications involved in writing a history of reviews and reviewers, see Fosdick.) For the last few years, I have written book reviews primarily for my local newspaper, the Iowa City Press-Citizen. As a 15,000-run newspaper, the Press-Citizen is listed in the small newspaper category for journalism awards and is one of the smallest newspapers owned by the giant media conglomerate, Gannett. Because Iowa City is home to the Big Ten, 30,000-student University of Iowa, the Press-Citizen has a more highly educated audience than that of other newspapers with similar press runs. Yet the educated readership also means that the local population expects a journalistic product with the sophistication of the New Yorker while the marketplace is only slightly larger than that of the little old ladies in Dubuque. Because of budget limitations, the Press-Citizen’s cultural reporting occupies a small percentage of its local news pages. As a result, the editorial staff deems newsworthy only those reviews demonstrating a clear local angle. From one perspective, this decision represents a commitment to the community. In practical terms, however, the policy means that the newspaper solicits reviews only for the authors who participate in “Live from Prairie Lights”, a reading series jointly sponsored by the university’s not-for-profit, public radio station, WSUI, and one of the city’s independently owned bookstores, Prairie Lights. The reading series owes its reputation, in part, to the University of Iowa Writer’s Workshop, consistently hailed by U.S. News and World Report as the number one MFA creative writing program in the nation. Because the Workshop attracts established alumni (such as Michael Cunningham and John Irving) as well as ambitious younger writers, Prairie Lights has become a popular stop for authors touring in the geographical pentagram between Chicago, Minneapolis, Omaha, Kansas City, and St. Louis. Before I even type a word, therefore, any review I send to the Press-Citizen already has been commodified by the editorial staff’s decision to base its definition of newsworthiness on the publicity needs of a network of local businesses. Furthermore, if I decide not to write a review – or if the editorial staff decides it cannot afford to pay any correspondent for the review – the newspaper simply saves money and hassle by reprinting wire reviews published in any of the other 100 Gannett newspapers in the U.S. In order to add to the variety – to increase heterogeneity in the public sphere – I must first submit to a very restricted notion of what that sphere is. While Gannett’s business model involves absorbing and centralising local media outlets, Prairie Lights’s business model tends to undermine such a corporate mindset through its role as the area’s largest independent bookstore. Sponsoring “Live from Prairie Lights” is one way that the store, with help from the radio station, fights for its survival against superstore chains and discounted on-line giants. My review’s extra publicity for Prairie Lights, then, helps a brick-and-mortar independent bookstore maintain its independence. To the bookstore staff, the fact that my review appears in the local paper matters more than whether I denounce or celebrate a visiting writer. So, again, before I type a single word, my reviews simultaneously participate within a compromised commercial system and undermine the corporate policies of my newspaper’s parent company by helping support the independent mindset of a key local business. Just as my printed review is always already framed by the local editorial policies of a media conglomerate and the promotional needs of a large independent bookstore, it is also automatically placed in conversation with the paratextual press releases, plot synopses, and blurbs provided by the publishing houses. Even if I approach the work from a completely different angle than the publicists suggest, readers will readily align my perspective against the myriad of uncritical, press-release-based reviews to be found on Google News, Lexis-Nexis, or Metacritic.com. And even if local readers manage to avoid those reviews, they will still be exposed to the official publicity information if they listen to WSUI’s “Live from Prairie Lights”. Despite the commitment of Iowa Public Radio to an independent assessment of news and culture, the introductions provided by the program’s host nearly always regurgitate the publicity information as the homogenizing conceptual frame into which all aberrant discussions of the work become mere exceptions that prove the rule. The interrelation between creativity and commodification becomes apparent even in best-case scenarios. In September 2002, for example, the University of Iowa Press published a book of recently rediscovered Farm Service Agency photographs from the 1930s that proved complementary to the more familiar photographs of Dorothea Lange and Walker Evans. An Iowa writer worked with the photographer’s surviving family members and wrote a well-documented, insightful, historical narrative to contextualise the photos. Anticipating local interest in the collection, Prairie Lights ordered hundreds of copies and moved the radio broadcast from the bookstore to a larger auditorium. Because of the Iowa connections at every phase of the project, it was easy to convince the Press-Citizen to run a lengthy review accompanied by several photos. After sifting through the photographs, digesting the narrative, and skeptically perusing the university press’s promotional material, I challenged myself to do something more than regurgitate the information provided me. Giving a cultural studies twist to Anatole France’s romantic dictum of the good critic relating the adventures of his soul among masterpieces, I decided to provide my own analysis of the photographs as cultural objects and only then turn to the narrative as a contrasting explanation of the uncanny vibrancy of these images of the last century. While I was sometimes critical of her evaluation, the author was impressed enough with my efforts that she called my editor to inform him personally that my review was the best she had read and that I was the only reviewer who had actually looked beyond the press release. Having never before been so complimented by an author, I decided to attend the reading and meet her face-to-face. Not surprisingly, the experience proved disillusioning. The writer proved as insightful in the program’s question and answer session as she had been in her prose, and the photos were as intriguing on the video screen as they were in the book. Yet the mobile radio production equipment and the portable cashier station – even more so, its constant beeping – made clear just how my investment of time and intellect served crossed purposes. While I was helping my readership make sense of these rediscovered photos from the past, I was also helping the University of Iowa Press and Prairie Lights sell books even as I was helping the Press-Citizen sell ads for the press and bookstore. The photo collections brought enough pleasure that many of the audience members were buying several copies to give as gifts, but that pleasure was both preconditioned for and a by-product of the cycle of production and publicity. At the moment when my review proved insightful enough to warrant a commendatory phone call from the author, it was most at risk of becoming a mere cog in the process of commodification. Rather than declare with any finality that reviews are either inspired or ingratiating, media critics need to continue to account for such interconnections between the creative and commercial factors of publication. References Cameron, Samuel. “On the Role of Critics in the Culture Industry.” Journal of Cultural Economics 19.4 (December 1995): 321-31. Fosdick, Scott. “From Discussion Leader to Consumer Guide.” Journalism History 30.2 (Summer 2004): 91-7. Jameson, Fredric. “Reification and Utopia in Mass Culture.” Social Text 1 (1979): 130-48. Citation reference for this article MLA Style Charis-Carlson, Jeffrey. "Creativity, Commodification, and the Making of a Middlebrow Book Review." M/C Journal 8.5 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0510/04-charis-carlson.php>. APA Style Charis-Carlson, J. (Oct. 2005) "Creativity, Commodification, and the Making of a Middlebrow Book Review," M/C Journal, 8(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0510/04-charis-carlson.php>.

In one of the earliest films about a whistleblower, On the Waterfront (1954), the dock worker Terry Malloy (Marlon Brando), who also works for the union boss and mobster Johnny Friendly (Lee J. Cobb), decides to testify in court against him and uncover corruption and murder. By doing so he will not only suffer retribution from Friendly but also be seen as a “stool pigeon” by his co-workers, friends, and neighbours who will shun him, and he will be “marked” forever by his deed. Nonetheless, he decides to do the right thing. Already it is clear that in most cases the whistleblowers are not simply the ones who reveal things, but they themselves are also revealed.My aim in this article is to explore the depiction of Edward Snowden and Julian Assange in fiction film and its connection to what I would like to call, with Slavoj Žižek, “Hollywood ideology”; the heroisation of the “ordinary guy” against a big institution or a corrupt individual, as it is the case in Snowden (2016) on the one hand, and at the same time the impossibility of true systemic critique when the one who is criticising is “outside of the system”, as Assange in The Fifth Estate (2013). Both films also rely on the notion of individualism and convey conflicting messages in regard to understanding the perception of whistleblowers today. Snowden and AssangeAlthough there are many so called “whistleblower films” since On the Waterfront, like Serpico (1973), All the President’s Men (1976), or Silkwood (1983), to name but a few (for a comprehensive list see https://ew.com/movies/20-whistleblower-movies-to-watch/?), in this article I will focus on the most recent films that deal with Edward Snowden and Julian Assange. These are the most prominent cases of whistleblowing in the last decade put to film. They are relevant today also regarding their subject matter—privacy. Revealing secrets that concern privacy in this day and age is of importance and is pertinent even to the current Coronavirus crisis, where the question of privacy again arises in form of possible tracking apps, in the age of ever expanding “surveillance capitalism” (Zuboff).Even if Assange is not strictly speaking a whistleblower, an engagement with his work in this context is indispensable since his outsider status, up to a point, resembles those of Snowden or Manning. They are not only important because they can be considered as “authentic heroe[s] of our time” (Žižek, Pandemic, 7), but also because of their depiction which differs in a very crucial way: while Snowden is depicted as a “classic” whistleblower (an American patriot who did his duty, someone from the “inside”), Assange’s action are coming from the outside of the established system and are interpreted as a selfish act, as it is stated in the film: “It was always about him.”Whistleblowers In his Whistleblower’s Handbook, Kohn writes: “who are these whistleblowers? Sometimes they are people you read about with admiration in the newspaper. Other times they are your co-workers or neighbours. However, most whistleblowers are regular workers performing their jobs” (Kohn, xi). A whistleblower, as the employee or a “regular worker”, can be regarded as someone who is a “nobody” at first, an invisible “cog in the wheel” of a certain institution, a supposedly devoted and loyal worker, who, through an act of “betrayal”, becomes a “somebody”. They do something truly significant, and by doing so becomes a hero to some and a traitor to others. Their persona suddenly becomes important.The wrongdoings that are uncovered by the whistleblower are for the most part not simply isolated missteps, but of a systemic nature, like the mass surveillance by the National Security Agency (NSA) uncovered by Snowden. The problem with narratives that deal with whistleblowing is that the focus inevitably shifts from the systemic problem (surveillance, war crimes, etc.) to the whistleblower as an individual. Moretti states that the interest of the media regarding whistleblowing, if one compares the reactions to the leaking of the “Pentagon Papers” regarding the Vietnam War in the 1970s by Daniel Ellsberg and to Snowden’s discoveries, shifted from the deed itself to the individual. In the case of Ellsberg, Moretti writes:the legitimate questions were not about him and what motivated him, but rather inquiry on (among other items) the relationship between government and media; whether the U.S. would be damaged militarily or diplomatically because of the release of the papers; the extent to which the media were acting as watchdogs; and why Americans needed to know about these items. (8)This shift of public interest goes along, according to Moretti, with the corporate ownership of media (7), where profit is the primary goal and therefore sensationalism is the order of the day, which is inextricably linked to the focus on the “scandalous” individual. The selfless and almost self-effacing act of whistleblowing becomes a narrative that constructs the opposite: yet another determined individual that through their sheer willpower achieves their goal, a notion that conforms to neoliberal ideology.Hollywood IdeologyThe endings of All the President’s Men and The Harder They Fall (1956), another early whistleblower film, twenty years apart, are very similar: they show the journalist eagerly typing away on his typewriter a story that will, in the case of the former, bring down the president of the United States and in the latter, bring an end to arranged fights in the boxing sport. This depiction of the free press vanquishing the evil doers, as Žižek states it, is exactly the point where “Hollywood ideology” becomes visible, which is:the ideology of such Hollywood blockbusters as All the President’s Men and The Pelican Brief, in which a couple of ordinary guys discover a scandal which reaches up to the president, forcing him to step down. Corruption is shown to reach the very top, yet the ideology of such works resides in their upbeat final message: what a great country ours must be, when a couple of ordinary guys like you and me can bring down the president, the mightiest man on Earth! (“Good Manners”)This message is of course part of Hollywood’s happy-ending convention that can be found even in films that deal with “serious” subject matters. The point of the happy end in this case is that before it is finally reached, the film can show corruption (Serpico), wrongdoings of big companies (The Insider, 1999), or sexual harassment (North Country, 2005). It is important that in the end all is—more or less—good. The happy ending need not necessarily be even truly “happy”—this depends on the general notion the film wants to convey (see for instance the ending of Silkwood, where the whistleblower is presumed to have been killed in the end). What is important in the whistleblower film is that the truth is out, justice has been served in one way or the other, the status quo has been re-established, and most importantly, there is someone out there who cares.These films, even when they appear to be critical of “the system”, are there to actually reassure their audiences in the workings of said system, which is (liberal) democracy supported by neoliberal capitalism (Frazer). Capitalism, on the other hand, is supported by the ideology of individualism which functions as a connecting tissue between the notions of democracy, capitalism, and film industry, since we are admiring exceptional individuals in performing acts of great importance. This, in turn, is encapsulated by the neoliberal mantra—“anyone can make it, only if they try heard enough”. As Bauman puts it more concretely, the risks and contradictions in a society are produced socially but are supposed to be solved individually (46).Individualism, as a part of the neoliberal capitalist ideology, is described already by Milton Friedman, who sees the individual as the “ultimate entity in the society” and the freedom of the individual as the “ultimate goal” within this society (12). What makes this an ideology is the fact that, in reality, the individual, or in the context of the market, the entrepreneur, is always-already tethered to and supported by the state, as Varoufakis has successfully proven (“Varoufakis/Chomsky discussion”). Therefore individualism is touted as an ideal to strive for, while for neoliberalism in order to function, the state is indispensable, which is often summed up in the formula “socialism for the rich, capitalism for the poor” (Polychroniou). The heroic Hollywood individual, as shown in the whistleblower film, regardless of real-life events, is the perfect embodiment of individualist ideology of neoliberal capitalism—we are not seeing a stylised version of it, a cowboy or a masked vigilante, but a “real” person. It is paradoxically precisely the realism that we see in such films that makes them ideological: the “based on a true story” preamble and all the historical details that are there in order to create a fulfilling cinematic experience. All of this supports its ideology because, as Žižek writes, “the function of ideology is not to offer us a point of escape from our reality but to offer us the social reality itself as an escape from some traumatic, real kernel” (Sublime Object 45). All the while Snowden mostly adheres to Hollywood ideology, The Fifth Estate also focuses on individualism, but goes in a different direction, and is more problematic – in the former we see the “ordinary guy” as the American hero, in the latter a disgruntled individual who reveals secrets of others for strictly personal reasons.SnowdenThere is an aspect of the whistleblower film that rings true and that is connected to Michel Foucault’s notion of power (“Truth and Power”). Snowden, through his employment at the NSA, is within a power relations network of an immensely powerful organisation. He uses “his” power, to expose the mass surveillance by the NSA. It is only through his involvement with this power network that he could get insight into and finally reveal what NSA is doing. Foucault writes that these resistances to power from the inside are “effective because they are formed right at the point where relations of power are exercised; resistance to power does not have to come from elsewhere to be real … It exists all the more by being in the same place as power” (Oushakine 206). In the case of whistleblowing, the resistance to power must come exactly from the inside in order to be effective since whistleblowers occupy the “same place as power” that they are up against and that is what in turn makes them “powerful”.Fig. 1: The Heroic Individual: Edward Snowden in SnowdenBut there is an underside to this. His “relationship” to the power structure he is confronting greatly affects his depiction as a whistleblower within the film—precisely because Snowden, unlike Assange, is someone from inside the system. He can still be seen as a patriot and a “disillusioned idealist” (Scott). In the film this is shown right at the beginning as Snowden, in his hotel room in Hong Kong, tells the documentary filmmaker Laura Poitras (Melissa Leo) and journalist Glenn Greenwald (Zachary Quinto) his name and who he is. The music swells and the film cuts to Snowden in uniform alongside other soldiers during a drill, when he was enlisted in the army before work for the NSA.Snowden resembles many of Stone’s typical characters, the all-American patriot being disillusioned by certain historical events, as in Born on the 4th of July (1989) and JFK (1991), which makes him question the government and its actions. It is generally of importance for a mainstream Hollywood film that the protagonist is relatable in order for the audiences to sympathise with them (Bordwell and Thompson 82). This is important not only regarding personal traits but, I would argue, also political views of the character. There needs to be no doubt in the mind of American audiences when it comes to films that deal with politics, that the protagonists are patriots.Stone’s film profits from this ambivalence in Snowden’s own political stance: at first he is more of a right winger who is a declared fan of Ayn Rand’s conservative-individualist manifesto Atlas Shrugged, then, after meeting his future partner Lindsey Mills, he turns slightly to the left, as he at one point states his support for President Obama. This also underlines the films ambiguity, as Oliver Stone openly stated about his Vietnam War film Platoon (1986) that “it could be embraced by … the right and the left. Essentially, most movies make their money in the middle” (Banff Centre). As Snowden takes the lie detector test as a part of the process of becoming a CIA agent, he confirms, quite sincerely it seems, that he thinks that the United States is the “greatest country in the world” and that the most important day in his life was 9/11. This again confirms his patriotic stance.Snowden is depicted as the exceptional individual, and at the same time the “ordinary guy”, who, through his act of courage, defied the all-powerful USA. During the aforementioned job interview scene, Snowden’s superior, Corbin O’Brian (Rhys Ifans), quotes Ayn Rand to him: “one man can stop the motor of the world”. Snowden states that he also believes that. The quote could serve as the film’s tagline, as a “universal truth” that seems to be at the core of American values and that also coincides with and reaffirms neoliberal ideology. Although it is undeniable that individuals can accomplish extraordinary feats, but when there is no systemic change, those can remain only solitary achievements that are only there to support the neoliberal “cult of the individual”.Snowden stands in total contrast to Assange in regard to his character and private life. There is nothing truly “problematic” about him, he seems to be an almost impeccable person, a “straight arrow”. This should make him a poster boy for American democracy and freedom of speech, and Stone tries to depict him in this way.Still, we are dealing with someone who cannot simply be redeemed as a patriot who did his duty. He cannot be unequivocally hailed as an all-American hero since betraying state secrets (and betrayal in general) is seen as a villainous act. For many Americans, and for the government, he will forever be remembered as a traitor. Greenwald writes that most of the people in the US, according to some surveys, still want to see Snowden in prison, even if they find that the surveillance by the NSA was wrong (365).Snowden remains an outcast and although the ending is not quite happy, since he must live in Russian exile, there is still a sense of an “upbeat final message” that ideologically colours the film’s ending.The Fifth EstateThe Fifth Estate is another example of the ideological view of the individual, but in this case with a twist. The film tries to be “objective” at first, showing the importance and impact of the newly established online platform WikiLeaks. However, towards the end of the film, it proceeds to dismantle Julian Assange (Benedict Cumberbatch) with the “everyone has secrets” platitude, which effectively means that none of us should ever try to reveal any secrets of those in power, since all of us must have our own secrets we do not want revealed. The film is shown from the perspective of Assange’s former disgruntled associate Daniel Domscheit-Berg (Daniel Brühl), who wrote a book about his time at WikiLeaks on which the film is partly based on (Inside WikiLeaks). We see Assange through his eyes and delve into personal moments that are supposed to reveal the “truth” about the individual behind the project. In a cynical twist, it is Daniel who is the actual whistleblower, who reveals the secrets of WikiLeaks and its founder.Assange, as it is said in the film, is denounced as a “messiah” or a “prophet”, almost a cult leader who only wants to satisfy his perverse need for other people’s secrets, except that he is literally alone and has no followers and, unlike real cult leaders, needs no followers. The point of whistleblowing is exactly in the fact that it is a radical move, it is a big step forward in ending a wrongdoing. To denounce the radical stance of WikiLeaks is to misunderstand and undermine the whole notion of whistleblowing as a part of true changes in a society.The cult aspects are often referred to in the film when Assange’s childhood is mentioned. His mother was supposed to be in a cult, called “The Family”, and we should regard this as an important (and bad) influence on his character. This notion of the “childhood trauma” seems to be a crutch that is supposed to serve as a characterisation, something the scriptwriting-guru Robert McKee criticises as a screenwriting cliché: “do not reduce characters to case studies (an episode of child abuse is the cliché in vogue at the moment), for in truth there are no definitive explanations for anyone’s behaviour” (376).Although the film does not exaggerate the childhood aspect, it is still a motive that is supposed to shed some light into the “mystery” that is Assange. And it also ties into the question of the colour of his hair as a way of dismantling his lies. In a flashback that resembles a twist ending of an M. Night Shyamalan thriller, it turns out that Assange actually dyes his hair white, witnessed in secret by Daniel, instead of it turning naturally white, as Assange explains on few occasions but stating different reasons for it. Here he seems like a true movie villain and resembles the character of the Joker from The Dark Knight (2008), who also tells different stories about the origin of his facial scars. This mystery surrounding his origin makes the villain even more dangerous and, what is most important, unpredictable.Žižek also draws a parallel between Assange and Joker of the same film, whom he sees as the “figure of truth”, as Batman and the police are using lies in order to “protect” the citizens: “the film’s take-home message is that lying is necessary to sustain public morale: only a lie can redeem us” (“Good Manners”). Rather than interpreting Assange’s role in a positive way, as Žižek does, the film truly establishes him as a villain.Fig. 2: The Problematic Individual: Julian Assange in The Fifth EstateThe Fifth Estate ends with another cheap psychologisation of Assange on Daniel’s part as he describes the “true purpose” of WikiLeaks: “only someone so obsessed with his own secrets could’ve come up with a way to reveal everyone else’s”. This faux-psychological argument paints the whole WikiLeaks endeavour as Assange’s ego-trip and makes of him an egomaniac whose secret perverted pleasure is to reveal the secrets of others.Why is this so? Why are Woodward and Bernstein in All the President’s Men depicted as heroes and Assange is not? The true underlying conflict here is between classic journalism; where journalists can publish their pieces and get the acclaim for publishing the “new Pentagon Papers”, once again ensuring the freedom of the press and “inter-systemic” critique. This way of working of the press, as the films show, always pays off. All the while, in reality, very little changes since, as Žižek writes, the “formal functioning of power” stays in place. He further states about WikiLeaks:The true targets here weren’t the dirty details and the individuals responsible for them; not those in power, in other words, so much as power itself, its structure. We shouldn’t forget that power comprises not only institutions and their rules, but also legitimate (‘normal’) ways of challenging it (an independent press, NGOs, etc.). (“Good Manners”)In the very end, the “real” journalism is being reinforced as the sole vehicle of criticism, while everything else is “extremism” and, again, can only stem from a frustrated, even “evil”, individual. If neoliberal individualism is the order of the day, then the thinking must also revolve around that notion and cannot transcend that horizon.ConclusionŽižek expresses the problem of revealing the truth in our day and age by referring to the famous fable “The Emperor’s New Clothes”, where a child is the only one who is naive and brave enough to state that the emperor is in fact naked. But for Žižek today,in our cynical era, such strategy no longer works, it has lost its disturbing power, since everyone now proclaims that the emperor is naked (that Western democracies are torturing terrorist suspects, that wars are fought for profit, etc., etc.), and yet nothing happens, nobody seems to mind, the system just goes on functioning as if the emperor were fully dressed. (Less than Nothing 92)The problem with the “Collateral Murder”, a video of the killing of Iraqi civilians by the US Army, leaked by Wikileaks and Chelsea Manning, that was presented to the public, for instance, was according to accounts in Inside Wikileaks and Inside Julian Assange’s War on Secrecy, that it did not have the desired impact. The public seems, in the end, to be indifferent to such reveals since it effectively cannot do anything about it. The return to the status quo after these reveals supports this stance, as Greenwald writes that after Snowden’s leaks there was no substantial change within the system; during the Obama administration, there was even an increase of criminal investigations of whistleblowers with an emergence of a “climate of fear” (Greenwald 368). Many whistleblower films assure us that in the end the system works; the good guys always win, the antagonists are punished, and laws have been passed. This is not to be accepted simply as a Hollywood convention, something that we also “already know”, but as an ideological stance, since these films are taken more seriously than films with similar messages but within other mainstream genres. Snowden shows that only individualism has the power to challenge the system, while The Fifth Estate draws the line that should not be crossed when it comes to privacy as a “universal” good because, again, “everyone has secrets”. Such representations of whistleblowing and disruption only further cement the notion that in our societies no real change is possible because it seems unnecessary. Whistleblowing as an act of revelation needs therefore to be understood as only one small step made by the individual that in the end depends on how society and the government decide to act upon it.References All the President’s Men. Dir. Alan J. Pakula. 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Penguin Books, 2000. 111-33.Frazer, Nancy. “From Progressive Neoliberalism to Trump – and Beyond.” American Affairs 1.4 (2017). 19 May. 2020 <https://americanaffairsjournal.org/2017/11/progressive-neoliberalism-trump-beyond/>.Friedman, Milton. Capitalism and Freedom. Chicago: U of Chicago P, 1982.“Full Transcript of the Yanis Varoufakis/Noam Chomsky NYPL Discussion.” Yanisvaroufakis.eu, 28 June 2016. 15 Mar. 2020 <https://www.yanisvaroufakis.eu/2016/06/28/full-transcript-of-the-yanis-varoufakis-noam-chomsky-nypl-discussion/>.Greenwald, Glenn. Die globale Überwachung: Der Fall Snowden, die amerikanischen Geheimdienste und die Folgen. München: Knaur, 2015.The Harder They Fall. Dir. Mark Robson. Columbia Pictures. 1956.The Insider. Dir. Michael Mann. Touchstone Pictures, Mann/Roth Productions (a.o.). 1999.JFK. Dir. Oliver Stone. Warner Bros., 1991.Kohn, Stephen Martin. The Whistleblower’s Handbook: A Step-by-Step Guide to Doing What’s Right and Protecting Yourself. Guilford, Lyons P, 2011.Leigh, David, and Luke Harding. WikiLeaks: Inside Julian Assange’s War on Secrecy. London: Guardian Books, 2011.McKee, Robert. Story: Substance, Structure, Style, and the Principles of Screenwriting. New York: Harper-Collins, 1997.Moretti, Anthony. “Whistleblower or Traitor: Edward Snowden, Daniel Ellsberg and the Power of Media Celebrity.” Moscow Readings Conference, 14-15 Nov. 2013, Moscow, Russia.North Country. Dir. Niki Caro. Warner Bros., Industry Entertainment (a.o.). 2005.On the Waterfront. Dir. Elia Kazan. Horizon Pictures. 1954.Oushakine, Sergei A. “The Terrifying Mimicry of Samizdat.” Public Culture 13.2 (2001): 191-214.Platoon. Dir. Oliver Stone. Hemdake, Cinema ‘84. 1986.Polychroniou, C.J. “Socialism for the Rich, Capitalism for the Poor: An Interview with Noam Chomsky.” Truthout, 11 Dec. 2016. 25 May 2020 <https://truthout.org/articles/socialism-for-the-rich-capitalism-for-the-poor-an-interview-with-noam-chomsky/>.Scott, A.O. “Review: ‘Snowden,’ Oliver Stone’s Restrained Portrait of a Whistle-Blower.” The New York Times, 15 Sep. 2016. 5 May 2020 <https://www.nytimes.com/2016/09/16/movies/snowden-review-oliver-stone-joseph-gordon-levitt.html>. Serpico. Dir. Sidney Lumet. Artists Entertainment Complex, Produzioni De Laurentiis. 1973. Silkwood. Dir. Mike Nichols. ABC Motion Pictures. 1983.Snowden. Dir. Oliver Stone. Krautpack Entertainment, Wild Bunch (a.o.). 2016.Žižek, Slavoj. “Good Manners in the Age of WikiLeaks.” Los Angeles Review of Books 33.2 (2011). 15 May 2020 <https://www.lrb.co.uk/the-paper/v33/n02/slavoj-zizek/good-manners-in-the-age-of-wikileaks>.———. Less than Nothing: Hegel and the Shadow of Dialectical Materialism. Verso, 2013.———. Pandemic! COVID-19 Shakes the World. New York: Polity, 2020.———. The Sublime Object of Ideology. Verso, 2008.Zuboff, Shoshana. The Age of Surveillance Capitalism: The Fight for a Human Future and the New Frontier of Power. New York: Public Affairs, 2020.

'The vital experience of the glad animal sensibilities made doubts impossible on the question of our speed; we heard our speed, we saw it, we felt it as a thrilling; and this speed was not the product of blind insensate agencies, that had no sympathy to give, but was incarnated in the fiery eyeballs of the noblest amongst brutes, in his dilated nostril, spasmodic muscles, and thunder-beating hoofs.' -- Thomas de Quincey (1849), "The English Mail-Coach" For Thomas de Quincey, the thrust of speed is intimately linked with the thrust of the body. Subjectivity is formed by and through a corporeal experience of acceleration. In this way, De Quincey has the jump on those other lovers of automated speed: the Italian Futurists. That heady clash of bodies, speed and information, or the technological sublime, we characteristically associate with the development of twentieth-century communication is already articulated some sixty years before Marinetti imagines the 'divine fusion' of body and machine. Thomas de Quincey's 1849 ode to the postal service -- "The English Mail Coach" -- functions as a significant text in modernity's velocity culture. Specifically, de Quincey allows us to historicise the critical terms of 'speed', 'body' and 'circulation'. This paper makes some preliminary historical observations about the acceleration of communication and transport systems and how this rapidity might give rise to new forms of subjectivity or the emergence of what Jeffrey T. Schnapp calls 'the kinematic subject'. The perceptual reconfiguration of time and space is central to an understanding of modernity's preoccupation with speed. Rapid data circulation through digital information systems means that distance appears to shrink and time seems to collapse. Manuel Castells calls this a 'new time regime' (429). Temporality now functions according to a double logic: a simultaneous binary of 'the eternal and of the ephemeral'. The contemporary 'manipulation of time' turns on 'instantaneity and eternity: me and the universe, the self and the net' (462-3). For David Harvey the defining feature of postmodernity is 'time-space compression'. Capitalism is 'characterised by speed-up in the pace of life, while so overcoming spatial barriers that the world sometimes seems to collapse inwards upon us' (241). Castells and Harvey are not, of course, the first to notice the degree to which the changing rhythms of a communication vehicle might impact upon perceptions of time and space. In 1909 Marinetti announces its demise: 'Time and Space died yesterday. We already live in the absolute, because we have created eternal, omnipresent speed'. Yet this death is prefigured some 120 years before by the 18th century author Hannah More in a letter where, quoting Alexander Pope, she illustrates her reaction to the introduction of the mail coach: I have just been thinking that if the amorous poet, who modestly wished to annihilate time and space had lived to see our fortunate days, he would have seen his prophetic visions realised... cards having well-nigh accomplished the first, and mail-coaches the last. (Qtd. in Lewis 264) This letter is dated 1788, only four years after the establishment of the mail coach system. Initially the service ran between London and Bristol so that Hannah More writing from Somerset would complain of being bypassed by this new mode of information circulation: Of the other blessing, the annihilation of space, I cannot partake; mail-coaches, which come to others, come not to me. Letters and newspapers, now that they travel in coaches like gentlemen and ladies, come not within ten miles of my hermitage. (265) More here identifies an important historical factor in the transformation of information networks. It concerns the coupling of transportation and communication: information travels 'in coaches like gentlemen and ladies'. In More's 18th century account the two remain connected while, as James Carey has noted, the significance of the 19th century's invention of the telegraph is that it splits the two processes. The telegraph 'allowed symbols to move independently of geography and independently of and faster than transport' (213). For de Quincey, a pivotal feature of the mail coach is the way in which communication and transportation function coextensively. Recounting his travels on the coach as it distributes news from the Napoleonic wars he notes that 'the grandest chapter of our experience, within the whole mail-coach service, was on those occasions when we went down from London with the news of victory' (290). For de Quincey, as for other commentators, the mail coach is a political instrument. Through the increasing efficiency of its communication infrastructure, it 'binds the nation together' (Austen 361). As de Quincey puts it 'the mail-coach, as the national organ for publishing these mighty events, thus diffusively influential, became itself a spiritualised and glorified object to an impassioned heart' (272). What impresses de Quincey most, however, is the speed of this vehicle. Or perhaps, more accurately, it is a particular relation between the self and speed, which confers on the mail coach a 'glory of motion' (270). By the time he publishes his essay, postal and newspaper circulation by mail-coach is nearly at an end. The last mail coach ceases action in London in 1846 (Daunton 123) and postal distribution begins to be carried out by rail. De Quincey clearly mourns the loss of this form of communication. And his regret depends on the self's perception of speed. That is, to qualify as an authentic act of transportation (of the body, of the post or of language), one must, to some degree, be aware of the systems of circulation, the modes of delivery and the vehicle of communication. One ought to be able to experience the speed at which one travels or the mail is delivered. The body must remain in contact with the message. In de Quincey's view the railway communication system fails for these sorts of reasons: The modern modes of travelling cannot compare with the mail-coach system in grandeur and power. They boast of more velocity, not however as a consciousness, but as a fact of our lifeless knowledge, resting upon alien evidence; as, for instance, because somebody says that we have gone fifty miles in the hour though we are far from feeling it as a personal experience ... . Apart from such an assertion, or such a result, I myself am little aware of the pace. But, seated on the old mail-coach, we needed no evidence out of ourselves to indicate the velocity. (283, emphasis in the original) Perched atop the careening mail coach, the self needs no secondary evidence to confirm its propulsion: 'we heard our speed, we saw it, we felt it as a thrilling'. But with the emergence of railway systems, the self somehow becomes cut off or distanced from the mode of transport: 'But now, on the new system of travelling, iron tubes and boilers have disconnected man's heart from the ministers of his locomotion' (284). To be sure, rail is faster. But that fails to impress de Quincey for the rail cannot offer him the same sublime effect. The mail coach is drawn by 'royal horses like cheetahs' (282) while the train lacks the power to raise even 'an extra bubble in a steam-kettle' (284). The sublimity of speed is also aural. But once again the railroad fails to inspire awe: 'the trumpet that once announced from afar the laurelled mail; heartshaking, when heard screaming on the wind ... has now given way for ever to the pot-wallopings of the boiler' (284). In Burke's formulation of the sublime there is danger and terror but there must also be a certain distance from this threat. It is 'simply painful' when we are aroused by causes that 'immediately affect us' but it is sublime when 'we have an idea of pain and danger, without being actually in such circumstances' (51) . For de Quincey sitting inside the carriage seems to offer too much safety and distance, the interior reserved as it is for the 'porcelain variety of the human race' (273). Instead, he travels aloft near the driver because of 'the air, the freedom of prospect, the proximity to the horses, the elevation of seat' (275). And he has the possibility of reining them in himself: 'the certain anticipation of purchasing occasional opportunities of driving' (275)1. The closer he is to the ministers of his locomotion, the better de Quincey likes it. The more he becomes the agent of his own speed, the more immediate, authentic and sublime seems his journey. For de Quincey, then, the superiority of the mail coach over the railroad lies not in terms of absolute speed but rather it concerns issues about the body's experience of and relation to that speed. As Matthew Schneider (1995) puts it 'the difference between the two with respect to their speed, privileges mail coaches by virtue of their violent immediacy, their ability to transmit the actual or living sensations rather than one that is intermediate or representational' (152)2. In a fascinating paper about the correlation between speed and subjectivity Jeffrey T. Schnapp identifies the mail coach in general and de Quincey in particular as emblematic of an 'inaugural moment' in the development of an 'anthropology of speed' (3). With a quick side swipe at the ahistorical and apocalyptic underpinning of Paul Virilio's Speed and Politics, Schnapp argues that although speed has always been 'an agent of individuation' it is with modernity that it begins to depend on the relation between self and vehicle: ... the mere experience of riding on horseback was not enough to establish a modern culture of velocity. Speed's rise as a cultural thematic, its move into an everyday realm of perceptibility, its adoption as sacrament of modern individualism, became possible only with the development of mechanical buffers between rider, horse, and roadway: buffers that enable new fantasies of attachment, first, between rider and engine, and, then, according to a more complex logic, between rider, engine, vehicle, and/or landscape. (10-1) What is particularly productive about Schnapp's account is that he schematises the history of transportation in terms of the relation between speed, body and vehicle. For Schnapp this is a pivotal dynamic. De Quincey's equestrian desire and his disdain for railroad travel, is part of a historical process where individuality comes to be 'identified with administration of one's own speed' (14). In Schnapp's model, there are 'two concurrent yet distinct experiences of velocity', one that he calls 'thrill-based' and the other 'commodity-based'. The first is experienced in modes such as on top of the mail-coach and later, cars, motorbikes and aeroplanes. 'Commodity-based' refers to train and bus travel. The difference between the two is that thrill-based transportation occurs when the passenger 'can envisage himself as the author of his velocity' while in 'commodity-based' forms the traveller is 'shielded from the natural environment and the engine, and passively submits himself to velocity' (18-9). De Quincey's essay is a valuable resource for communications historiography. Like Jacques Derrida, he recognises how the rhythms of the postal service function to construct identity. As a system of circulation and exchange, the post office institutionalises modes of correspondence, producing and regulating particular subjectivities. And like Postman Pat, de Quincey knows the corporeal pleasures of delivering the mail. Footnotes There are also issues of class at work here. Tickets were more expensive to sit inside the carriage which de Quincey, then a student at Oxford, could not afford. He attempts to reverse these class distinctions by arguing that 'inside which had been traditionally regarded as the only room tenantable by gentlemen, was, in fact, the coal-cellar in disguise' (187). The secondary material on de Quincey is quite extensive. In the last 15 years his work has been investigated from a number of different angles including poststructuralist approaches to language and his transitional status as a figure between Romanticism and Modernism. As well as Schneider, see Clej and Snyder. References Austen, Brian. British Mail-Coach Services 1784-1850. New York and London: Garland, 1986. Burke, Edmund. A Philosophical Enquiry into the Origin of Our Ideas of the Sublime and Beautiful. Ed. James T. Boulton. 2nd ed. Oxford: Basil Blackwell, 1987. Carey, James W. Communication as Culture: Essays on Media and Society. Boston: Unwin Hyman, 1988. Castells, Manuel. The Information Age: Economy, Society and Culture. Volume 1: The Rise of the Network Society. Cambridge, Massachusetts: Blackwell Publishers, 1996. Clej, Alina. A Genealogy of the Modern Self: Thomas De Quincey and the Intoxication of Writing. Stanford: Stanford UP, 1995. Daunton, M.J. Royal Mail: The Post Office since 1840. London: The Athlone Press, 1985. De Quincey, Thomas. "The English Mail-Coach." The Collected Writings of Thomas De Quincey. Ed. David Masson. Vol. 13. Edinburgh: Adam & Charles Black, 1890. Derrida, Jacques. The Postcard: From Socrates to Freud and Beyond. Trans. Alan Bass. Chicago: U of Chicago P, 1987. Harvey, David. The Condition of Postmodernity: An Enquiry into the Origins of Cultural Change. Cambridge, Massachusetts: Blackwell Publishers, 1990. Lewis, W.S., ed. Horace Walpole's Correspondence. Vol 31. New Haven: Yale UP, 1961. Marinetti, FT. "The Founding and Manifesto of Futurism." First published 1909. Futurist Manifestos. London: Thames and Hudson, 1973. Schnapp, Jeffrey T. "Crash (Speed as Engine of Individuation)." Modernism/Modernity 6.1 (1999): 1-49. Schneider, Matthew. Original Ambivalence: Autobiography and Violence in Thomas De Quincey. New York: Peter Lang, 1995. Snyder, Robert Lance, ed. Thomas De Quincey Bicentenary Studies. Norman: U of Oklahoma P, 1985. Virilio, Paul. Speed and Politics: An Essay on Dromology. Trans. Mark Polizzotti. New York: Semiotexte, 1986. Citation reference for this article MLA style: Ester Milne. "'The Ministers of Locomotion': Some Historical Speculations on Velocity Culture." M/C: A Journal of Media and Culture 3.3 (2000). [your date of access] <http://www.api-network.com/mc/0006/ministers.php>. Chicago style: Ester Milne, "'The Ministers of Locomotion': Some Historical Speculations on Velocity Culture," M/C: A Journal of Media and Culture 3, no. 3 (2000), <http://www.api-network.com/mc/0006/ministers.php> ([your date of access]). APA style: Ester Milne. (2000) 'The ministers of locomotion': some historical speculations on velocity culture. M/C: A Journal of Media and Culture 3(3). <http://www.api-network.com/mc/0006/ministers.php> ([your date of access]).

The compulsion to work has clearly become pathological in modern industrial societies. Millions of people are working long hours, devoting their lives to making or doing things that will not enrich their lives or make them happier but will add to the garbage and pollution that the earth is finding difficult to accommodate. They are so busy doing this that they have little time to spend with their family and friends, to develop other aspects of themselves, to participate in their communities as full citizens. Unless the work/consume treadmill is overcome there is little hope for the planet. The work ethic, and the corresponding respect accorded to those who accumulate wealth, are socially constructed but rapidly becoming dysfunctional for social and environmental welfare. Much has been written about the role of Protestant preachers in the rise of the work ethic but the continued reinforcement of a secular work ethic owes much to literature, particularly self-help books and children's literature of the nineteenth century, which promoted work as a route to success and a sign of good character. In the centuries following the Protestant reformation the emphasis on work as a religious calling was gradually superseded by a materialistic quest for social mobility and material success. This success-oriented work ethic encouraged ambition, hard work, self-reliance, and self-discipline and held out the promise that such effort would be materially rewarded. Through example and reiteration, the myth that any man, no matter what his origins, could become rich if he tried hard enough became firmly established. The self-made man owed his advancement to habits of industry, sobriety, moderation, self-discipline, and avoidance of debt (Beder). In early America the middle classes "controlled the major institutions of social influence" the schools, churches, factories, political offices and publishing companies and used them to propagate work values (Cherrington 32-3). Their children learned the value of hard work from their parents and this was reinforced by school teachers, classroom readers and popular books. Benjamin Franklin was one of the best-known early propagators of work values. Poor Richard and Franklin's autobiography sold millions of copies at the time and was translated into many languages for sale abroad. In his books he urged thrift, industry, pursuit of money and hard work. "Newspapers, books, interviews, speeches, and literature abounded with praise of the successful who had made it on their own" (Bernstein 141). Success was defined in terms of doing well in business and making lots of money. Owning one's own business was supposed to be a route to success that was open to all, as Abraham Lincoln explained in an 1861 speech to Congress: "The prudent, penniless beginner in the world, labors for wages awhile, saves a surplus with which to buy tools or land for himself, then labors on his own account for awhile, and at length hires another new beginner to help him. This is a just, and generous, and prosperous system; which opens the way to all gives hope to all, and consequent energy and progress, and improvement of conditions to all." (qtd. in Chinoy 4) The earliest textbooks published in America promoted work values as part of good character and the formula to success. These included the Peter Parley books first published by Samuel Goodrich during the 1820s and 30s (Peter Parley was a pseudonym). Goodrich wrote some 150 children's books beginning with Tales of Peter Parley about America. The Parley books covered geography, history, commerce and even mathematics. McGuffey's Eclectic Readers were the standard English textbooks in American schools from 1830s through to 1920s. They were first published in 1836 and became perhaps the most widely read children's books in the 19th century with 122 million copies of the six readers sold to an estimated four fifths of US school children (Cherrington 36). American children learned to read and write using these books, which also taught middle-class values including the work ethic and success through hard work: "Work, work, my boy, be not afraid; Look labor boldly in the face" (qtd. in Bernstein 161). They are again being promoted today by conservative groups in the US (see for example http://www.liberty-tree.org/ltn/mcguffeys-reader.html and http://www.aobs-store.com/reviews/mcguffey.htm). American story books also taught work values. Horatio Alger (1832-99) was one of the most prolific American writers. He wrote some 130 books that taught work values to young boys. Twenty million copies of Alger's books were sold with titles such as Strive and Succeed, Ragged Dick, Mark the Matchboy, Risen from the Ranks, Bound to Rise. They typically told of poor boys who became self-made men through their own efforts and perseverance. In the twentieth century children continued to learn at school about how various successful businessmen had started from humble origins. From the 1940s the American Schools and Colleges Association presented an annual "Horatio Alger Award" to businessmen whose "rise to success symbolizes the tradition of starting from scratch under our system of free competitive enterprise" (Chinoy 1) and there are still a range of Alger associations and awards current today (see for example http://www.ihot.com/~has/ and http://www.horatioalger.com/). Self-help books supplemented fiction in showing the way to success. Books at the turn of the 20th century with names such as The Conquest of Poverty, Pushing to the Front, Success under Difficulty, all preached the message of how any motivated, hard-working individual could overcome life's obstacles. Work as a route to success was also promoted in Britain in books, newspapers and official reports. Workers were urged to work hard towards success, to be independent and raise themselves above their lowly stations in life through saving, striving, and industriousness. Nineteenth century organisations such as the Bettering Society promoted thrift and self-improvement and criticised measures to aid the poor (Roach 69). Samuel Smiles was one of the foremost advocates of "the spirit of self-help". His 1859 book Self-Help argued: "In many walks of life drudgery and toil must be cheerfully endured as the necessary discipline of life... He who allows his application to falter, or shirks his work on frivolous pretexts, is on the sure road to ultimate failure... even men with the commonest brains and the most slender powers will accomplish much..." (qtd. in Ward 22-3) The myth of the self-made man was also evident in popular music hall songs in the 19th century, such as Work Boys Work by Harry Clifton (1824-1872): ...labour leads to wealth and will keep you in good health, so its best to be contented with your lot. Whilst it was true that some of the early English manufacturers started off as workers themselves, they tended to come from the middle classes and as time went by the opportunity for working people to become capitalists were reduced as the income gap between capitalists and workers broadened. In fact the much publicised gospel of improvement and self-help served only to obscure the very limited prospects and achievements of the self-made men within early and later Victorian society, and investigations of the steel and hosiery industries, for instance, have shown how little recruitment occurred from the ranks of the workers to those of the entrepreneurs. (Thomis 86) However, there were enough oft-repeated stories of individuals moving from poverty to wealth to keep alive, at least in the minds of the well-to-do, the idea that hard work could lead from rags-to-riches, despite this not being the case for the vast majority of people who were born in poverty and died in poverty after a life time of hard work (Furnham 198). In this way the affluent were able to feel comfortable about poverty in their midst, blaming it on individual weakness rather than societal failings. In Britain, as in America, the myth of the self-made man persisted in children's literature into the twentieth century. Academic Philip Cohen noted: When I was growing up in the early 1950s it was still possible to get given 'improving books' for one's birthday, consisting of biographies of self-made men, engineers, inventors, industrialists, entrepreneurs, philanthropists and the like. These men, and they were all men, had usually lived in the 'heroic' age of nineteenth-century capitalism and the books themselves were clearly prepared for the edification of the young. (Cohen 61) The contemporary reception by audiences of the texts discussed in this article is unknown. In particular, the degree to which children were able to resist the none too subtle moral lessons contained in their texts and stories is a question requiring empirical research that has yet to be carried out. However, it is evident that the promotion of the work ethic has been a successful enterprise and this article has shown that 19thcentury books played an active part in that. Although not everyone subscribes to the work ethic today, the myth of the self-made man remains a myth in most English speaking countries, even though the disparities between rich and poor are widening and it is becoming more and more difficult for the poor to become rich through talent, effort and opportunities. Despite the dysfunctionality of the work ethic it continues to be promoted and praised, accepted and acquiesced to. It is one of the least challenged aspects of industrial culture. Yet it is based on myths and fallacies which provide legitimacy for gross social inequalities. If we are to protect the planet and our social health we need to find new ways of judging and valuing each other which are not work and income dependent. References Beder, Sharon. Selling the Work Ethic: From puritan pulpit to corporate PR. London: Zed Books, 2000. Bernstein, Paul. American Work Values: Their Origin and Development. Albany, NY: State U of New York P, 1997. Cherrington, David J. The Work Ethic: Working Values and Values that Work. New York: AMACON, 1980. Chinoy, Ely. Automobile Workers and the American Dream. 2nd ed. Urbana and Chicago: U of Illinois P, 1992. Cohen, Philip. "Teaching Enterprise Culture: Individualism, Vocationalism and the New Right." The Social Effects of Free Market Policies: An International Text. Ed. Ian Taylor. New York: Harvester Wheatsheaf, 1990. 49-91. Furnham, Adrian. The Protestant Work Ethic: The Psychology of Work-Related Beliefs and Behaviours. London: Routledge, 1990. Roach, John. Social Reform in England 1780-1880. London: B T. Batsford, 1978. Thomis, Malcolm I. The Town Labourer and the Industrial Revolution. London: B.T.Batsford, 1974. Ward, J. T. The Age of Change 1770-1870. London: A&C Black, 1975. Links http://www.horatioalger.com/ http://www.aobs-store.com/reviews/mcguffey.htm http://www.ihot.com/~has/ http://www.liberty-tree.org/ltn/mcguffeys-reader.html Citation reference for this article MLA Style Beder, Sharon. "The Promotion of a Secular Work Ethic" M/C: A Journal of Media and Culture 4.5 (2001). [your date of access] < http://www.media-culture.org.au/0111/Beder.xml >. Chicago Style Beder, Sharon, "The Promotion of a Secular Work Ethic" M/C: A Journal of Media and Culture 4, no. 5 (2001), < http://www.media-culture.org.au/0111/Beder.xml > ([your date of access]). APA Style Beder, Sharon. (2001) The Promotion of a Secular Work Ethic. M/C: A Journal of Media and Culture 4(5). < http://www.media-culture.org.au/0111/Beder.xml > ([your date of access]).

Engagement in any capacity with mainstream media since mid-2001 has meant immersion in the cross-platform, multimedia phenomenon of Harry Potter: Muggle outcast; boy wizard; corporate franchise. Consumers even casually perusing contemporary popular culture could be forgiven for suspecting they have entered a MÃbius loop in which Harry Potter-related media products and merchandise are ubiquitous: books; magazine cover stories; newspaper articles; websites; television specials; hastily assembled author biographies; advertisements on broadcast and pay television; children's merchandising; and theme park attractions. Each of these media commodities has been anchored in and cross-promoted by America Online-Time Warner's (AOL-TW) first instalment in a projected seven-film sequence—Harry Potter and the Philosopher's Stone.1 The marketing campaign has gradually escalated in the three years elapsing between AOL-TW subsidiary Warner Bros' purchase from J.K. Rowling of the film and merchandising rights to the first two Harry Potter books, and the November 2001 world premiere of the film (Sherber 55). As current AOL-TW CEO Richard Parsons accurately forecast, "You're not going to be able to go anywhere without knowing about it. This could be a bigger franchise than Star Wars" (Auletta 50). Yet, AOL-TW's promotional strategy did not limit itself to creating mere awareness of the film's release. Rather, its tactic was to create an all-encompassing environment structured around the immense value of the Harry Potter brand—a "brand cocoon" which consumers do not so much enter and exit as choose to exist within (Klein 2002). In twenty-first-century mass marketing, the art is to target affluent consumers willing to direct their informational, entertainment, and consumption practices increasingly within the "walled garden" of a single conglomerate's content offerings (Auletta 55). Such an idealised modern consumer avidly samples the diversified product range of the parent conglomerate, but does so specifically by consuming multiple products derived from essentially the same content reservoir. Provided a match between consumer desire and brand can be achieved with sufficient accuracy and demographic breadth, the commercial returns are obvious: branded consumers pay multiple times for only marginally differentiated products. The Brand-Conglomerate Nexus Recyclable content has always been embraced by media industries, as cultural commodities such as early films of stage variety acts, Hollywood studio-era literary adaptations, and movie soundtrack LPs attest. For much of the twentieth century, the governing dynamic of content recycling was sequential, in that a content package (be it a novel, stage production or film) would succeed in its home medium and then, depending upon its success and potential for translation across formats, could be repackaged in a subsequent medium. Successful content repackaging may re-energise demand for earlier formatting of the same content (as film adaptations of literary bestsellers reliably increase sales of the originating novel). Yet the cultural industries providing risk capital to back content repackaging formerly required solid evidence that content had achieved immense success in its first medium before contemplating reformulations into new media. The cultural industries radically restructured in the last decades of the twentieth century to produce the multi-format phenomenon of which Harry Potter is the current apotheosis: multiple product lines in numerous corporate divisions are promoted simultaneously, the synchronicity of product release being crucial to the success of the franchise as a whole. The release of individual products may be staggered, but the goal is for products to be available simultaneously so that they work in aggregate to drive consumer awareness of the umbrella brand. Such streaming of content across parallel media formats is in many ways the logical culmination of broader late-twentieth-century developments. Digital technology has functionally integrated what were once discrete media operating platforms, and major media conglomerates have acquired subsidiaries in virtually all media formats on a global scale. Nevertheless, it remains true that the commercial risks inherent in producing, distributing and promoting a cross-format media phenomenon are vastly greater than the formerly dominant sequential approach, massively escalating financial losses should the elusive consumer-brand fit fail to materialise. A key to media corporations' seemingly quixotic willingness to expose themselves to such risk is perhaps best provided by Michael Harkavy, Warner Bros' vice-president of worldwide licensing, in his comments on Warner Music Group's soundtrack for the first Harry Potter film: It will be music for the child in us all, something we hope to take around the world that will take us to the next level of synergy between consumer products, the [AOL-TW cable channel] Cartoon Network, our music, film, and home video groups—building a longtime franchise for Harry as a team effort. (Traiman 51) The relationship between AOL-TW and the superbrand Harry Potter is essentially symbiotic. AOL-TW, as the world's largest media conglomerate, has the resources to exploit fully economies of scale in production and distribution of products in the vast Harry Potter franchise. Similarly, AOL-TW is pre-eminently placed to exploit the economies of scope afforded by its substantial holdings in every form of content delivery, allowing cross-subsidisation of the various divisions and, crucially, cross-promotion of the Harry Potter brand in an endless web of corporate self-referentiality. Yet it is less frequently acknowledged that AOL-TW needs the Harry Potter brand as much as the global commercialisation of Harry Potter requires AOL-TW. The conglomerate seeks a commercially protean megabrand capable of streaming across all its media formats to drive operating synergies between what have historically been distinct commercial divisions ("Welcome"; Pulley; Auletta 55). In light of AOL-TW's record US$54.2b losses in the first quarter of 2002, the long-term viability of the Harry Potter franchise is, if anything, still more crucial to the conglomerate's health than was envisaged at the time of its dot.com-fuelled January 2000 merger (Goldberg 23; "AOL" 35). AOL-TW's Richard Parsons conceptualises Harry Potter specifically as an asset "driving synergy both ways", neatly encapsulating the symbiotic interdependence between AOL-TW and its star franchise: "we use the different platforms to drive the movie, and the movie to drive business across the platforms" ("Harry Potter" 61). Characteristics of the Harry Potter Brand AOL-TW's enthusiasm to mesh its corporate identity with the Harry Potter brand stems in the first instance from demonstrated consumer loyalty to the Harry Potter character: J.K. Rowling's four books have sold in excess of 100m copies in 47 countries and have been translated into 47 languages.2 In addition, the brand has shown a promising tendency towards demographic bracket-creep, attracting loyal adult readers in sufficient numbers to prompt UK publisher Bloomsbury to diversify into adult-targeted editions. As alluring for AOL-TW as this synchronic brand growth is, the real goldmine inheres in the brand's potential for diachronic growth. From her first outlines of the concept, Rowling conceived of the Potter story as a seven-part series, which from a marketing perspective ensures the broadscale re-promotion of the Harry Potter brand on an almost annual basis throughout the current decade. This moreover assists re-release of the first film on an approximately five-year basis to new audiences previously too young to fall within its demographic catchment—the exact strategy of "classic" rebranding which has underwritten rival studio Disney's fortunes.3 Complementing this brand extension is the potential to grow child consumers through the brand as Harry Potter sequels are produced. Harry Potter and the Philosopher's Stone director Chris Columbus spruiks enthusiastically that "the beauty of making these books into films is that with each one, Harry is a year older, so [child actor] Daniel [Radcliffe] can remain Harry as long as we keep making them" (Manelis 111). Such comments suggest the benefits of luring child consumers through the brand as they mature, harnessing their intense loyalty to the child cast and, through the cast, to the brand itself. The over-riding need to be everything to everyone—exciting to new consumers entering the brand for the first time, comfortingly familiar to already seasoned consumers returning for a repeat hit—helps explain the retro-futuristic feel of the first film's production design. Part 1950s suburban Hitchcock, Part Dickensian London, part Cluny-tapestry medievalism, part public school high-Victorianism, Harry Potter and the Philosopher's Stone strives for a commercially serviceable timelessness, in so doing reinforcing just how very twenty-first-century its conception actually is. In franchise terms, this conscious drive towards retro-futurism fuels Harry Potter's "toyetic potential" (Siegel, "Toys" 19). The ease with which the books' complex plots and mise-en-scene lend themselves to subsidiary rights sales and licensed merchandising in part explains Harry Potter's appeal to commercial media. AOL-TW executives in their public comments have consistently stayed on-message in emphasising "magic" as the brand's key aspirational characteristic, and certainly scenes such as the arrival at Hogwarts, the Quidditch match, the hatching of Hagrid's dragon and the final hunt through the school's dungeons serve as brilliant advertisements for AOL-TW's visual effects divisions. Yet the film exploits many of these "magic" scenes to introduce key tropes of its merchandising programme—Bertie Bott's Every Flavour Beans, chocolate frogs, Hogwarts house colours, the sorting hat, Scabbers the rat, Hedwig, the Remembrall—such that it resembles a series of home shopping advertisements with unusually high production values. It is this railroading of the film's narrative into opportunities for consumerist display which leads film critic Cynthia Fuchs to dub the Diagon Alley shopping scene "the film's cagiest moment, at once a familiar activity for school kid viewers and an apt metaphor for what this movie is all about—consumption, of everything in sight." More telling than the normalising of shopping as filmic activity in Harry Potter and the Philosopher's Stone is the eclipse of the book's checks on commodity fetishism: its very British sensitivity to class snubs for the large and impecunious Weasley family; the puzzled contempt Hogwarts initiates display for Muggle money; the gentle ribbing at children's obsession with branded sports goods. The casual browser in the Warner Bros store confronted with a plastic, light-up version of the Nimbus 2000 Quidditch broomstick understands that even the most avid authorial commitment to delimiting spin-off merchandise can try the media conglomerate's hand only so far. Constructing the Harry Potter Franchise The film Harry Potter and the Philosopher's Stone constitutes the indispensable brand anchor for AOL-TW's intricate publicity and sales strategy around Harry Potter. Because content recycling within global media conglomerates is increasingly lead by film studio divisions, the opening weekend box office taking for a brand-anchoring film is crucial to the success of the broader franchise and, by extension, to the corporation as a whole. Critic Thomas Schatz's observation that the film's opening serves as "the "launch site" for its franchise development, establishing its value in all other media markets" (83) highlights the precariousness of such multi-party financial investment all hinging upon first weekend takings. The fact that Harry Potter and the Philosopher's Stone broke (then standing) box office records with its 16 November 2001 three-day weekend openings in the US and the UK, garnering US$93.2m and GBP16m respectively, constituted the crucial first stage in AOL-TW's brand strategy (Collins 9; Fierman and Jensen 26). But it formed only an initial phase, as subsequent content recycling and cross-promotion was then structured to radiate outwards from this commercial epicentre. Three categories of recycled AOL-TW Harry Potter content are discernible, although they are frequently overlapping and not necessarily sequential. The first category, most closely tied to the film itself, are instances of reused digital content, specifically in the advance publicity trailer viewable on the official website, and downloads of movie clips, film stills and music samples from the film and its soundtrack.4 Secondly, at one remove from the film itself, is AOL-TW's licensing of film "characters, names and related indicia" to secondary manufacturers, creating tie-in merchandise designed to cross-promote the Harry Potter brand and stoke consumer investment (both emotional and financial) in the phenomenon.5 This campaign phase was itself tactically designed with two waves of merchandising release: a September 2000 launch of book-related merchandise (with no use of film-related Harry Potter indicia permitted); and a second, better selling February 2001 release of ancillary products sporting Harry Potter film logos and visual branding which coincided with and reinforced the marketing push specifically around the film's forthcoming release (Sherber 55; Siegel, "From Hype" 24; Lyman and Barnes C1; Martin 5). Finally, and most crucial to the long-term strategy of the parent conglomerate, Harry Potter branding was used to drive consumer take up of AOL-TW products not generally associated with the Harry Potter brand, as a means of luring consumers out of their established technological or informational comfort zones. Hence, the official Harry Potter website is laced with far from accidental offers to trial Internet service provider AOL; TimeWarner magazines Entertainment Weekly, People, and Time ran extensive taster stories about the film and its loyal fan culture (Jensen 56-57; Fierman and Jensen 26-28; "Magic Kingdom" 132-36; Corliss 136; Dickinson 115); AOL-TW's Moviefone bookings service advertised pre-release Harry Potter tickets on its website; and Warner Bros Movie World theme park on the Gold Coast in Australia heavily promoted its Harry Potter Movie Magic Experience. Investment in a content brand on the scale of AOL-TW's outlay of US$1.4m for Harry Potter must not only drive substantial business across every platform of the converged media conglomerate by providing premium content (Grover 66). It must, crucially for the long run, also drive take up and on-going subscriptions to the delivery services owned by the parent corporation. Energising such all-encompassing strategising is the corporate nirvana of seamless synergy: between content and distribution; between the Harry Potter and AOL-TW brands; between conglomerate and consumer. Notes 1. The film, like the first of J.K. Rowling's books, is titled Harry Potter and the Sorcerer's Stone in the "metaphysics-averse" US ("Harry Potter" 61). 2. Publishing statistics sourced from Horn and Jones (59), Manelis (110) and Bloomsbury Publishing's Harry Potter website: http://www.bloomsburymagazine.com/harryp.... 3. Interestingly, Disney tangentially acknowledged the extent to which AOL-TW has appropriated Disney's own content recycling strategies. In a film trailer for the Pixar/Disney animated collaboration Monsters, Inc. which screened in Australia and the US before Harry Potter sessions, two monsters play a game of charades to which the answer is transparently "Harry Potter." In the way of such homages from one media giant to another, it nevertheless subtly directs the audience to the Disney product screening in an adjacent cinema. 4. The official Harry Potter film website is http://harrypotter.warnerbros.com. The official site for the soundtrack to Harry Potter and the Philosopher's/Sorcerer's Stone is: http://www.harrypottersoundtrack.com. 5. J.K. Rowling." A page and a half of non-negotiable "Harry Potter Terms of Use" further spells out prohibitions on use or modification of site content without the explicit (and unlikely) consent of AOL-TW (refer: http://harrypotter.warnerbros.com/cmp/te...). References "AOL losses 'sort of a deep disappointment'." Weekend Australian 18-19 May 2002: 35. Auletta, Ken. "Leviathan." New Yorker 29 Oct. 2001: 50-56, 58-61. Collins, Luke. "Harry Potter's Magical $178m Opening." Australian Financial Review 20 Nov. 2001: 9. Corliss, Richard. "Wizardry without Magic." Time 19 Nov. 2001: 136. Dickinson, Amy. "Why Movies make Readers." Time 10 Dec. 2001: 115. Fierman, Daniel, and Jeff Jensen. "Potter of Gold: J.K. Rowling's Beloved Wiz Kid hits Screensand Breaks Records." Entertainment Weekly 30 Nov. 2001: 26-28. Fuchs, Cynthia. "The Harry Hype." PopPolitics.com 19 Nov. 2001: n.pag. Online. Internet. 8 Mar. 2002. Available <http://www.poppolitics.com/articles/2001-11-19-harry.shtml>. Goldberg, Andy. "Time Will Tell." Sydney Morning Herald 27-28 Apr. 2002: 23. Grover, Ronald. "Harry Potter and the Marketer's Millstone." Business Week 15 Oct. 2001: 66. Harry Potter and the Philosopher's Stone. Dir. Chris Columbus. Screenplay by Steve Kloves. Warner Bros, 2001. "Harry Potter and the Synergy Test." Economist 10 Nov. 2001: 61-62. Herman, Edward S., and Robert W. McChesney. The Global Media: The New Missionaries of Corporate Capitalism. London: Cassell, 1997. Horn, John, and Malcolm Jones. "The Bubble with Harry." The Bulletin/Newsweek 13 Nov. 2001: 58-59. Jensen, Jeff. "Holiday Movie Preview: Potter's Field." Entertainment Weekly 16 Nov. 2001: 56-57. Klein, Naomi. "Naomi KleinNo Logo." The Media Report. ABC Radio National webtranscript. Broadcast in Sydney, 17 Jan. 2002. Online. Internet. 19 Feb. 2002. Available <http://www.abc.net.au/rn/talks/8:30/mediarpt/stories/s445871.htm>. Lyman, Rick, and Julian E. Barnes. "The Toy War for Holiday Movies is a Battle Among 3 Heavyweights." New York Times 12 Nov. 2001: C1. "Magic Kingdom." People Weekly 14 Jan. 2002: 132-36. Manelis, Michele. "Potter Gold." Bulletin 27 Nov. 2001: 110-11. Martin, Peter. "Rowling Stock." Weekend Australian 24-25 Nov. 2001: Review, 1, 4-5. Pulley, Brett. "Morning After." Forbes 7 Feb. 2000: 54-56. Rowling, J.K. Harry Potter and the Philosopher's Stone. London: Bloomsbury, 1997. Schatz, Thomas. "The Return of the Hollywood Studio System." Conglomerates and the Media. Erik Barnouw et al. New York: New Press, 1997. 73-106. Sherber, Anne. "Licensing 2000 Showcases Harry Potter, Rudolph for Kids." Billboard 8 Jul. 2000: 55. Siegel, Seth M. "Toys & Movies: Always? Never? Sometimes!" Brandweek 12 Feb. 2001: 19. ---. "From Hype to Hope." Brandweek 11 Jun. 2001: 24. Traiman, Steve. "Harry Potter, Powerpuff Girls on A-list at Licensing 2000." Billboard 1 Jul. 2000: 51, 53. "Welcome to the 21st Century." Business Week 24 Jan. 2000: 32-34, 36-38. Links http://www.bloomsburymagazine.com/harrypotter/muggles http://www.harrypottersoundtrack.com http://harrypotter.warnerbros.com http://www.poppolitics.com/articles/2001-11-19-harry.shtml http://www.abc.net.au/rn/talks/8:30/mediarpt/stories/s445871.htm http://harrypotter.warnerbros.com/cmp/terms.html Citation reference for this article MLA Style Murray, Simone. "Harry Potter, Inc." M/C: A Journal of Media and Culture 5.4 (2002). [your date of access] < http://www.media-culture.org.au/mc/0208/recycling.php>. Chicago Style Murray, Simone, "Harry Potter, Inc." M/C: A Journal of Media and Culture 5, no. 4 (2002), < http://www.media-culture.org.au/mc/0208/recycling.php> ([your date of access]). APA Style Murray, Simone. (2002) Harry Potter, Inc.. M/C: A Journal of Media and Culture 5(4). < http://www.media-culture.org.au/mc/0208/recycling.php> ([your date of access]).

According to Oscar Wilde, the problem with socialism was that it took up too many evenings. Wilde’s aphorism alludes to a major issue that bedevils all attempts to influence the public sphere: the fact that public activities encroach unduly on citizens’ valuable time. In the 21st century, the dilemma of how to deal with “too many evenings” is one that many citizen journalists face as they give their own time to public pursuits. This paper will look at the development of the public citizen and what it means to be a citizen journalist with reference to some of the writer’s own experiences in the field. The paper will conclude with an examination of future possibilities. While large media companies change their change their focus from traditional news values, citizen journalism can play a stronger role in public life as long as it grasps some of the opportunities that are available. There are substantial compensations available to citizen journalists for the problems presented by Wilde’s evenings. The quote from Wilde is borrowed from Albert Hirschman’s Shifting Involvements, which among other things, is an examination of the disappointments of public action. Hirschman noted how it was a common experience for beginners who engage in public action to find that takes up more time than expected (96). As public activity encroaches not only on time devoted to private consumption but also on to the time devoted to the production of income, it can become a costly pursuit which may cause a sharp reaction against the “practice of citizenship” (Hirschman 97). Yet the more stimuli about politics people receive, the greater the likelihood is they will participate in politics and the greater the depth of their participation (Milbrath & Goel 35). People with a positive attraction to politics are more likely to receive stimuli about politics and participate more (Milbrath & Goel 36). Active citizenship, it seems, has its own feedback loops. An active citizenry is not a new idea. The concepts of citizen and citizenship emerged from the sophisticated polity established in the Greek city states about 2,500 years ago. The status of a citizen signified that the individual had the right to full membership of, and participation in, an independent political society (Batrouney & Goldlust 24). In later eras that society could be defined as a kingdom, an empire, or a nation state. The conditions for a bourgeois public sphere were created in the 13th century as capitalists in European city states created a traffic in commodities and news (Habermas 15). A true public sphere emerged in the 17th century with the rise of the English coffee houses and French salons where people had the freedom to express opinions regardless of their social status (Habermas 36). In 1848, France held the first election under universal direct suffrage (for males) and the contemporary slogan was that “universal suffrage closes the era of revolutions” (Hirschman 113). Out of this heady optimism, the late 19th century ushered in the era of the “informed citizen” as voting changed from a social and public duty to a private right – a civic obligation enforceable only by private conscience (Schudson). These concepts live on in the modern idea that the model voter is considered to be a citizen vested with the ability to understand the consequences of his or her choice (Menand 1). The internet is a new knowledge space which offers an alternative reading of the citizen. In Pierre Lévy’s vision of cyberculture, identity is no longer a function of belonging, it is “distributed and nomadic” (Ross & Nightingale 149). The Internet has diffused widely and is increasingly central to everyday life as a place where people go to get information (Dutton 10). Journalism initially prospered on an information scarcity factor however the technology of the Internet has created an information rich society (Tapsall & Varley 18). But research suggests that online discussions do not promote consensus, are short-lived with little impact and end up turning into “dialogues of the deaf” (Nguyen 148). The easy online publishing environment is a fertile ground for rumours, hoaxes and cheating games to circulate which risk turning the public sphere into a chaotic and anarchic space (Nguyen 148). The stereotypical blogger is pejoratively dismissed as “pajama-clad” (Papandrea 516) connoting a sense of disrespect for the proper transmission of ideas. Nevertheless the Internet offers powerful tools for collaboration that is opening up many everyday institutions to greater social accountability (Dutton 3). Recent research by the 2007 Digital Futures project shows 65 percent of respondents consider the Internet “to be a very important or extremely important source of information” (Cowden 76). By 2006, Roy Morgan was reporting that three million Australians were visiting online news site each month (Cowden.76). Crikey.com.au, Australia’s first online-only news outlet, has become a significant independent player in the Australia mediascape claiming over 5,000 subscribers by 2005 with three times as many non-paying “squatters” reading its daily email (Devine 50). Online Opinion has a similar number of subscribers and was receiving 750,000 page views a month by 2005 (National Forum). Both Crikey.com.au and Online Opinion have made moves towards public journalism in an attempt to provide ordinary people access to the public sphere. As professional journalists lose their connection with the public, bloggers are able to fill the public journalism niche (Simons, Content Makers 208). At their best, blogs can offer a “more broad-based, democratic involvement of citizens in the issues that matter to them” (Bruns 7). The research of University of North Carolina journalism professor Philip Meyer showed that cities and towns with public journalism-oriented newspapers led to a better educated local public (Simons, Content Makers 211). Meyer’s idea of good public journalism has six defining elements: a) the need to define a community’s sense of itself b) devotion of time to issues that demand community attention c) devotion of depth to the issues d) more attention to the middle ground e) a preference for substance over tactics and f) encouraging reciprocal understanding (Meyer 1). The objective of public journalism is to foster a greater sense of connection between the community and the media. It can mean journalists using ordinary people as sources and also ordinary people acting as journalists. Jay Rosen proposed a new model based on journalism as conversation (Simons, Content Makers 209). He believes the technology has now overtaken the public journalism movement (Simons, Content Makers 213). His own experiments at pro-am Internet open at assignment.net have had mixed results. His conclusion was that it wasn’t easy for people working voluntarily on the Internet to report on big stories together nor had they “unlocked” the secret of successful pro-am methods (Rosen). Nevertheless, the people formerly known as the audience, as Rosen called them, have seized the agenda. The barriers to entry into journalism have disappeared. Blogging has made Web publishing easy and the social networks are even more user friendly. The problem today is not getting published but finding an audience. And as the audience fragments, the issue will become finding a niche. One such niche is local political activism. The 2007 Australian federal election saw many online sites actively promoting citizen journalism. Most prominent was Youdecide2007 at Queensland University of Technology, funded by the Australian Research Council (ARC) in partnership with SBS, Online Opinion and the Brisbane Institute. Site co-editor Graham Young said the site’s aim was to use citizen journalists to report on their own electorates to fill the gap left by fewer journalists on the ground, especially in less populated areas (Young). While the site’s stated aim was to provide a forum for a seat-by-seat coverage and provide “a new perspective on national politics” (Youdecide2007), the end result was significantly skewed by the fact that the professional editorial team was based in Brisbane. Youdecide2007 published 96 articles in its news archive of which 59 could be identified as having a state-based focus. Figure 1 shows 62.7% of these state-based stories were about Queensland. Figure 1: Youdecide2007 news stories identifiable by state (note: national stories are omitted from this table): State Total no. of stories %age Qld 37 62.7 NSW 8 13.6 Vic 6 10.2 WA 3 5.1 Tas 2 3.4 ACT 2 3.4 SA 1 1.6 Modern election campaigns are characterised by a complex and increasingly fragmented news environment and the new media are rapidly adding another layer of complexity to the mix (Norris et al. 11-12). The slick management of national campaigns are is counter-productive to useful citizen journalism. According to Matthew Clayfield from the citizen journalism site electionTracker.net, “there are very few open events which ordinary people could cover in a way that could be described as citizen journalism” (qtd. in Hills 2007). Similar to other systems, the Australian campaign communication empowers the political leaders and media owners at the expense of ordinary party members and citizens (Warhurst 135). However the slick modern national “on message” campaign has not totally replaced old-style local activity. Although the national campaign has superimposed upon the local one and displaced it from the focus of attention, local candidates must still communicate their party policies in the electorate (Warhurst 113). Citizen journalists are ideally placed to harness this local communication. A grassroots approach is encapsulated in the words of Dan Gillmor who said “every reporter should realise that, collectively, the readers know more than they do about what they write about” (qtd. in Quinn & Quinn-Allan 66). With this in mind, I set out my own stall in citizen journalism for the 2007 Australian federal election with two personal goals: to interview all my local federal Lower House candidates and to attend as many public election meetings as possible. As a result, I wrote 19 election articles in the two months prior to the election. This consisted of 9 news items, 6 candidate interviews and 4 reports of public meetings. All the local candidates except one agreed to be interviewed. The local Liberal candidate refused to be interviewed despite repeated requests. There was no reason offered, just a continual ignoring of requests. Liberal candidates were also noticeably absent from most candidate forums I attended. This pattern of non-communicative behaviour was observed elsewhere (Bartlett, Wilson). I tried to turn this to my advantage by turning their refusal to talk into a story itself. For those that were prepared to talk, I set the expectation that the entire interview would be on the record and would be edited and published on my blog site. As a result, all candidates asked for a list of questions in advance which I supplied. Because politicians devote considerable energy and financial resources to ensure the information they impart to citizens has an appropriate ‘spin’ on it, (Negrine 10) I reserved the right to ask follow-up questions on any of their answers that required clarification. For the interviews themselves, I followed the advice of Spradley’s principle by starting with a conscious attitude of near-total ignorance, not writing the story in advance, and attempting to be descriptive, incisive, investigative and critical (Alia 100). After I posted the results of the interview, I sent a link to each of the respondents offering them a chance to clarify or correct any inaccuracies in the interview statements. Defamation skirts the boundary between free speech and reputation (Pearson 159) and a good working knowledge of the way defamation law affects journalists (citizen or otherwise) is crucial, particularly in dealing with public figures. This was an important consideration for some of the lesser known candidates as Google searches on their names brought my articles up within the top 20 results for each of the Democrat, Green and Liberal Democratic Party candidates I interviewed. None of the public meetings I attended were covered in the mainstream media. These meetings are the type of news Jan Schaffer of University of Maryland’s J-Lab saw as an ecological niche for citizen journalists to “create opportunities for citizens to get informed and inform others about micro-news that falls under the radar of news organisations who don’t have the resources” (Schaffer in Glaser). As Mark Bahnisch points out, Brisbane had three daily newspapers and a daily state based 7.30 Report twenty years ago which contrasts with the situation now where there’s no effective state parliamentary press gallery and little coverage of local politics at all (“State of Political Blogging”). Brisbane’s situation is not unique and the gaps are there to be exploited by new players. While the high cost of market entry renders the “central square” of the public sphere inaccessible to new players (Curran 128) the ease of Web access has given the citizen journalists the chance to roam its back alleys. However even if they fill the voids left by departing news organisations, there will still be a large hole in the mediascape. No one will be doing the hardhitting investigative journalism. This gritty work requires great resources and often years of time. The final product of investigative journalism is often complicated to read, unentertaining and inconclusive (Bower in Negrine 13). Margaret Simons says that journalism is a skill that involves the ability to find things out. She says the challenge of the future will be to marry the strengths of the newsroom and the dirty work of investigative journalism with the power of the conversation of blogs (“Politics and the Internet”). One possibility is raised by the Danish project Scoop. They offer financial support to individual journalists who have good ideas for investigative journalism. Founded by the Danish Association for Investigative Journalism and funded by the Danish Foreign Ministry, Scoop supports media projects across the world with the only proviso being that a journalist has to have an agreement with an editor to publish the resulting story (ABC Media Report). But even without financial support, citizens have the ability to perform rudimentary investigative journalism. The primary tool of investigative journalism is the interview (McIlwane & Bowman 260). While an interview can be arranged by anyone with access to a telephone or e-mail, it should not be underestimated how difficult a skill interviewing is. According to American journalist John Brady, the science of journalistic interviewing aims to gain two things, trust and information (Brady in White 75). In the interviews I did with politicians during the federal election, I found that getting past the “spin” of the party line to get genuine information was the toughest part of the task. There is also a considerable amount of information in the public domain which is rarely explored by reporters (Negrine 23). Knowing how to make use of this information will become a critical success factor for citizen journalists. Corporate journalists use databases such as Lexis/Nexis and Factiva to gain background information, a facility unavailable to most citizen journalists unless they are either have access through a learning institution or are prepared to pay a premium for the information. While large corporate vendors supply highly specialised information, amateurs can play a greater role in the creation and transmission of local news. According to G. Stuart Adam, journalism contains four basic elements: reporting, judging, a public voice and the here and now (13). Citizen journalism is capable of meeting all four criteria. The likelihood is that the future of communications will belong to the centralised corporations on one hand and the unsupervised amateur on the other (Bird 36). Whether the motive to continue is payment or empowerment, the challenge for citizen journalists is to advance beyond the initial success of tactical actions towards the establishment as a serious political and media alternative (Bruns 19). Nguyen et al.’s uses and gratification research project suggests there is a still a long way to go in Australia. While they found widespread diffusion of online news, the vast majority of users (78%) were still getting their news from newspaper Websites (Nguyen et al. 13). The research corroborates Mark Bahnisch’s view that “most Australians have not heard of blogs and only a tiny minority reads them (quoted in Simons, Content Makers 219). The Australian blogosphere still waits for its defining Swiftboat incident or Rathergate to announce its arrival. But Bahnisch doesn’t necessarily believe this is a good evolutionary strategy anyway. Here it is becoming more a conversation than a platform “with its own niche and its own value” (Bahnisch, “This Is Not America”). As far as my own experiments go, the citizen journalism reports I wrote gave me no financial reward but plenty of other compensations that made the experience richly rewarding. It was important to bring otherwise neglected ideas, stories and personalities into the public domain and the reports helped me make valuable connections with public-minded members of my local community. They were also useful practice to hone interview techniques and political writing skills. Finally the exercise raised my own public profile as several of my entries were picked up or hyperlinked by other citizen journalism sites and blogs. 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Bahnisch, M. “The State of Political Blogging.” Larvatus Prodeo 2007. 17 Feb. 2008 http://larvatusprodeo.net/2007/09/30/the-state-of-political-blogging/>. Bartlett, A. “Leaders Debate.” The Bartlett Diaries 2007. 19 Feb. 2008 http://andrewbartlett.com/blog/?p=1767>. Batrouney, T., and J. Goldlust. Unravelling Identity: Immigrants, Identity and Citizenship in Australia. Melbourne: Common Ground, 2005. Bird, R. “News in the Global Village.” The End of the News. Toronto: Irwin Publishing, 2005. Bruns, A. “News Blogs and Citizen Journalism: New Directions for e-Journalism.” In K. Prasad (ed.), E-Journalism: New Directions in Electronic News Media. New Delhi: BR Publishing, 2008. 2 Feb. 2008 http://snurb.info/files/News%20Blogs%20and%20Citizen%20Journalism.pdf>. Cowden, G. “Online News: Patterns, Participation and Personalisation.” Australian Journalism Review 29.1 (July 2007). Curran, J. “Rethinking Media and Democracy.” In J. Curran and M. Gurevitch (eds.), Mass Media and Society. 3rd ed. London: Arnold, 2000. Devine, F. “Curse of the Blog.” Quadrant 49.3 (Mar. 2005). Dutton, W. Through the Network (of Networks) – The Fifth Estate. Oxford Internet Institute, 2007. 6 April 2007 http://people.oii.ox.ac.uk/dutton/wp-content/uploads/2007/10/ 5th-estate-lecture-text.pdf>. Glaser, M. “The New Voices: Hyperlocal Citizen’s Media Sites Want You (to Write!).” Online Journalism Review 2004. 16 Feb. 2008 http://ojr.org/ojr/glaser/1098833871.php>. Habermas, J. The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society. Cambridge: Polity Press, 1989 [1962]. Hills, R. “Citizen Journos Turning Inwards.” The Age 18 Nov. 2007. 17 Feb. 2008 http://www.theage.com.au/news/federal-election-2007-news/citizen-journos- turning-inwards/2007/11/17/1194767024688.html>. Hirschman, A, Shifting Involvements: Private Interest and Public Action. Princeton, NJ: Princeton UP, 1982. Hunter, C. “The Internet and the Public Sphere: Revitalization or Decay?” Virginia Journal of Communication 12 (2000): 93-127. Killenberg, G., and R. Dardenne. “Instruction in News Reporting as Community Focused Journalism.” Journalism & Mass Communication Educator 52.1 (Spring 1997). McIlwane, S., and L. Bowman. “Interviewing Techniques.” In S. Tanner (ed.), Journalism: Investigation and Research. Sydney: Longman, 2002. Menand, L. “The Unpolitical Animal: How Political Science Understands Voters.” The New Yorker 30 Aug. 2004. 17 Feb. 2008 http://www.newyorker.com/archive/2004/08/30/040830crat_atlarge>. Meyer, P. Public Journalism and the Problem of Objectivity. 1995. 16 Feb. 2008 http://www.unc.edu/%7Epmeyer/ire95pj.htm>. Milbrath, L., and M. Goel. Political Participation: How and Why Do People Get Involved in Politics? Chicago: Rand McNally M, 1975. National Forum. “Annual Report 2005.” 6 April 2008 http://www.onlineopinion.com.au/documents/reports/ annual_report_to_agm_2005.pdf>. Negrine, R. The Communication of Politics. London: Sage, 1996. Nguyen, A. “Journalism in the Wake of Participatory Publishing.” Australian Journalism Review 28.1 (July 2006). Nguyen, A., E. Ferrier, M. Western, and S. McKay. “Online News in Australia: Patterns of Use and Gratification.” Australian Studies in Journalism 15 (2005). Norris, P., J. Curtice, D. Sanders, M. Scammell, and H. Setemko. On Message: Communicating the Campaign. London: Sage, 1999. Papandrea, M. “Citizen Journalism and the Reporter’s Privilege.” Minnesota Law Review 91 (2007). Pearson, M. The Journalist’s Guide to Media Law. 2nd ed. Sydney: Allen & Unwin, 2004. Quinn, S., and D. Quinn-Allan. “User-Generated Content and the Changing News Cycle.” Australian Journalism Review 28.1 (July 2006). Rosen, J. “Assignment Zero: Can Crowds Create Fiction, Architecture and Photography?” Wired 2007. 6 April 2008 http://www.wired.com/techbiz/media/news/2007/07/assignment_zero_all>. Ross, K., and V. Nightingale. Media Audiences: New Perspectives. Maidenhead, Berkshire: Open UP, 2003. Schaffer, J. “Citizens Media: Has It Reached a Tipping Point.” Nieman Reports 59.4 (Winter 2005). Schudson, M. Good Citizens and Bad History: Today’s Political Ideals in Historical Perspective. 1999. 17 Feb. 2008 http://www.mtsu.edu/~seig/paper_m_schudson.html>. Simons, M. The Content Makers. Melbourne: Penguin, 2007. Simons, M. “Politics and the Internet.” Keynote speech at the Brisbane Writers’ Festival, 14 Sep. 2007. Tapsall, S., and C. Varley (eds.). Journalism: Theory in Practice. South Melbourne: Oxford UP, 2001. Warhurst, J. “Campaign Communications in Australia.” In F. Fletcher (ed.), Media, Elections and Democracy, Toronto: Dundurn Press, 1991. White, S. Reporting in Australia. 2nd ed. Melbourne: MacMillan, 2005. Wilson, J. “Who’s Afraid of the Big Bad Electorate.” Youdecide2007 2007. 19 Feb. 2008 http://www.youdecide2007.org/content/view/283/101/>. Young, G. “Citizen Journalism.” Presentation at the Australian Blogging Conference, 28 Sep. 2007. Citation reference for this article MLA Style Barry, Derek. "Wilde’s Evenings: The Rewards of Citizen Journalism." M/C Journal 10.6/11.1 (2008). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0804/09-barry.php>. APA Style Barry, D. (Apr. 2008) "Wilde’s Evenings: The Rewards of Citizen Journalism," M/C Journal, 10(6)/11(1). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0804/09-barry.php>.

According to Oscar Wilde, the problem with socialism was that it took up too many evenings. Wilde’s aphorism alludes to a major issue that bedevils all attempts to influence the public sphere: the fact that public activities encroach unduly on citizens’ valuable time. In the 21st century, the dilemma of how to deal with “too many evenings” is one that many citizen journalists face as they give their own time to public pursuits. This paper will look at the development of the public citizen and what it means to be a citizen journalist with reference to some of the writer’s own experiences in the field. The paper will conclude with an examination of future possibilities. While large media companies change their change their focus from traditional news values, citizen journalism can play a stronger role in public life as long as it grasps some of the opportunities that are available. There are substantial compensations available to citizen journalists for the problems presented by Wilde’s evenings. The quote from Wilde is borrowed from Albert Hirschman’s Shifting Involvements, which among other things, is an examination of the disappointments of public action. Hirschman noted how it was a common experience for beginners who engage in public action to find that takes up more time than expected (96). As public activity encroaches not only on time devoted to private consumption but also on to the time devoted to the production of income, it can become a costly pursuit which may cause a sharp reaction against the “practice of citizenship” (Hirschman 97). Yet the more stimuli about politics people receive, the greater the likelihood is they will participate in politics and the greater the depth of their participation (Milbrath & Goel 35). People with a positive attraction to politics are more likely to receive stimuli about politics and participate more (Milbrath & Goel 36). Active citizenship, it seems, has its own feedback loops. An active citizenry is not a new idea. The concepts of citizen and citizenship emerged from the sophisticated polity established in the Greek city states about 2,500 years ago. The status of a citizen signified that the individual had the right to full membership of, and participation in, an independent political society (Batrouney & Goldlust 24). In later eras that society could be defined as a kingdom, an empire, or a nation state. The conditions for a bourgeois public sphere were created in the 13th century as capitalists in European city states created a traffic in commodities and news (Habermas 15). A true public sphere emerged in the 17th century with the rise of the English coffee houses and French salons where people had the freedom to express opinions regardless of their social status (Habermas 36). In 1848, France held the first election under universal direct suffrage (for males) and the contemporary slogan was that “universal suffrage closes the era of revolutions” (Hirschman 113). Out of this heady optimism, the late 19th century ushered in the era of the “informed citizen” as voting changed from a social and public duty to a private right – a civic obligation enforceable only by private conscience (Schudson). These concepts live on in the modern idea that the model voter is considered to be a citizen vested with the ability to understand the consequences of his or her choice (Menand 1). The internet is a new knowledge space which offers an alternative reading of the citizen. In Pierre Lévy’s vision of cyberculture, identity is no longer a function of belonging, it is “distributed and nomadic” (Ross & Nightingale 149). The Internet has diffused widely and is increasingly central to everyday life as a place where people go to get information (Dutton 10). Journalism initially prospered on an information scarcity factor however the technology of the Internet has created an information rich society (Tapsall & Varley 18). But research suggests that online discussions do not promote consensus, are short-lived with little impact and end up turning into “dialogues of the deaf” (Nguyen 148). The easy online publishing environment is a fertile ground for rumours, hoaxes and cheating games to circulate which risk turning the public sphere into a chaotic and anarchic space (Nguyen 148). The stereotypical blogger is pejoratively dismissed as “pajama-clad” (Papandrea 516) connoting a sense of disrespect for the proper transmission of ideas. Nevertheless the Internet offers powerful tools for collaboration that is opening up many everyday institutions to greater social accountability (Dutton 3). Recent research by the 2007 Digital Futures project shows 65 percent of respondents consider the Internet “to be a very important or extremely important source of information” (Cowden 76). By 2006, Roy Morgan was reporting that three million Australians were visiting online news site each month (Cowden.76). Crikey.com.au, Australia’s first online-only news outlet, has become a significant independent player in the Australia mediascape claiming over 5,000 subscribers by 2005 with three times as many non-paying “squatters” reading its daily email (Devine 50). Online Opinion has a similar number of subscribers and was receiving 750,000 page views a month by 2005 (National Forum). Both Crikey.com.au and Online Opinion have made moves towards public journalism in an attempt to provide ordinary people access to the public sphere. As professional journalists lose their connection with the public, bloggers are able to fill the public journalism niche (Simons, Content Makers 208). At their best, blogs can offer a “more broad-based, democratic involvement of citizens in the issues that matter to them” (Bruns 7). The research of University of North Carolina journalism professor Philip Meyer showed that cities and towns with public journalism-oriented newspapers led to a better educated local public (Simons, Content Makers 211). Meyer’s idea of good public journalism has six defining elements: a) the need to define a community’s sense of itself b) devotion of time to issues that demand community attention c) devotion of depth to the issues d) more attention to the middle ground e) a preference for substance over tactics and f) encouraging reciprocal understanding (Meyer 1). The objective of public journalism is to foster a greater sense of connection between the community and the media. It can mean journalists using ordinary people as sources and also ordinary people acting as journalists. Jay Rosen proposed a new model based on journalism as conversation (Simons, Content Makers 209). He believes the technology has now overtaken the public journalism movement (Simons, Content Makers 213). His own experiments at pro-am Internet open at assignment.net have had mixed results. His conclusion was that it wasn’t easy for people working voluntarily on the Internet to report on big stories together nor had they “unlocked” the secret of successful pro-am methods (Rosen). Nevertheless, the people formerly known as the audience, as Rosen called them, have seized the agenda. The barriers to entry into journalism have disappeared. Blogging has made Web publishing easy and the social networks are even more user friendly. The problem today is not getting published but finding an audience. And as the audience fragments, the issue will become finding a niche. One such niche is local political activism. The 2007 Australian federal election saw many online sites actively promoting citizen journalism. Most prominent was Youdecide2007 at Queensland University of Technology, funded by the Australian Research Council (ARC) in partnership with SBS, Online Opinion and the Brisbane Institute. Site co-editor Graham Young said the site’s aim was to use citizen journalists to report on their own electorates to fill the gap left by fewer journalists on the ground, especially in less populated areas (Young). While the site’s stated aim was to provide a forum for a seat-by-seat coverage and provide “a new perspective on national politics” (Youdecide2007), the end result was significantly skewed by the fact that the professional editorial team was based in Brisbane. Youdecide2007 published 96 articles in its news archive of which 59 could be identified as having a state-based focus. Figure 1 shows 62.7% of these state-based stories were about Queensland. Figure 1: Youdecide2007 news stories identifiable by state (note: national stories are omitted from this table): State Total no. of stories %age Qld 37 62.7 NSW 8 13.6 Vic 6 10.2 WA 3 5.1 Tas 2 3.4 ACT 2 3.4 SA 1 1.6 Modern election campaigns are characterised by a complex and increasingly fragmented news environment and the new media are rapidly adding another layer of complexity to the mix (Norris et al. 11-12). The slick management of national campaigns are is counter-productive to useful citizen journalism. According to Matthew Clayfield from the citizen journalism site electionTracker.net, “there are very few open events which ordinary people could cover in a way that could be described as citizen journalism” (qtd. in Hills 2007). Similar to other systems, the Australian campaign communication empowers the political leaders and media owners at the expense of ordinary party members and citizens (Warhurst 135). However the slick modern national “on message” campaign has not totally replaced old-style local activity. Although the national campaign has superimposed upon the local one and displaced it from the focus of attention, local candidates must still communicate their party policies in the electorate (Warhurst 113). Citizen journalists are ideally placed to harness this local communication. A grassroots approach is encapsulated in the words of Dan Gillmor who said “every reporter should realise that, collectively, the readers know more than they do about what they write about” (qtd. in Quinn & Quinn-Allan 66). With this in mind, I set out my own stall in citizen journalism for the 2007 Australian federal election with two personal goals: to interview all my local federal Lower House candidates and to attend as many public election meetings as possible. As a result, I wrote 19 election articles in the two months prior to the election. This consisted of 9 news items, 6 candidate interviews and 4 reports of public meetings. All the local candidates except one agreed to be interviewed. The local Liberal candidate refused to be interviewed despite repeated requests. There was no reason offered, just a continual ignoring of requests. Liberal candidates were also noticeably absent from most candidate forums I attended. This pattern of non-communicative behaviour was observed elsewhere (Bartlett, Wilson). I tried to turn this to my advantage by turning their refusal to talk into a story itself. For those that were prepared to talk, I set the expectation that the entire interview would be on the record and would be edited and published on my blog site. As a result, all candidates asked for a list of questions in advance which I supplied. Because politicians devote considerable energy and financial resources to ensure the information they impart to citizens has an appropriate ‘spin’ on it, (Negrine 10) I reserved the right to ask follow-up questions on any of their answers that required clarification. For the interviews themselves, I followed the advice of Spradley’s principle by starting with a conscious attitude of near-total ignorance, not writing the story in advance, and attempting to be descriptive, incisive, investigative and critical (Alia 100). After I posted the results of the interview, I sent a link to each of the respondents offering them a chance to clarify or correct any inaccuracies in the interview statements. Defamation skirts the boundary between free speech and reputation (Pearson 159) and a good working knowledge of the way defamation law affects journalists (citizen or otherwise) is crucial, particularly in dealing with public figures. This was an important consideration for some of the lesser known candidates as Google searches on their names brought my articles up within the top 20 results for each of the Democrat, Green and Liberal Democratic Party candidates I interviewed. None of the public meetings I attended were covered in the mainstream media. These meetings are the type of news Jan Schaffer of University of Maryland’s J-Lab saw as an ecological niche for citizen journalists to “create opportunities for citizens to get informed and inform others about micro-news that falls under the radar of news organisations who don’t have the resources” (Schaffer in Glaser). As Mark Bahnisch points out, Brisbane had three daily newspapers and a daily state based 7.30 Report twenty years ago which contrasts with the situation now where there’s no effective state parliamentary press gallery and little coverage of local politics at all (“State of Political Blogging”). Brisbane’s situation is not unique and the gaps are there to be exploited by new players. While the high cost of market entry renders the “central square” of the public sphere inaccessible to new players (Curran 128) the ease of Web access has given the citizen journalists the chance to roam its back alleys. However even if they fill the voids left by departing news organisations, there will still be a large hole in the mediascape. No one will be doing the hardhitting investigative journalism. This gritty work requires great resources and often years of time. The final product of investigative journalism is often complicated to read, unentertaining and inconclusive (Bower in Negrine 13). Margaret Simons says that journalism is a skill that involves the ability to find things out. She says the challenge of the future will be to marry the strengths of the newsroom and the dirty work of investigative journalism with the power of the conversation of blogs (“Politics and the Internet”). One possibility is raised by the Danish project Scoop. They offer financial support to individual journalists who have good ideas for investigative journalism. Founded by the Danish Association for Investigative Journalism and funded by the Danish Foreign Ministry, Scoop supports media projects across the world with the only proviso being that a journalist has to have an agreement with an editor to publish the resulting story (ABC Media Report). But even without financial support, citizens have the ability to perform rudimentary investigative journalism. The primary tool of investigative journalism is the interview (McIlwane & Bowman 260). While an interview can be arranged by anyone with access to a telephone or e-mail, it should not be underestimated how difficult a skill interviewing is. According to American journalist John Brady, the science of journalistic interviewing aims to gain two things, trust and information (Brady in White 75). In the interviews I did with politicians during the federal election, I found that getting past the “spin” of the party line to get genuine information was the toughest part of the task. There is also a considerable amount of information in the public domain which is rarely explored by reporters (Negrine 23). Knowing how to make use of this information will become a critical success factor for citizen journalists. Corporate journalists use databases such as Lexis/Nexis and Factiva to gain background information, a facility unavailable to most citizen journalists unless they are either have access through a learning institution or are prepared to pay a premium for the information. While large corporate vendors supply highly specialised information, amateurs can play a greater role in the creation and transmission of local news. According to G. Stuart Adam, journalism contains four basic elements: reporting, judging, a public voice and the here and now (13). Citizen journalism is capable of meeting all four criteria. The likelihood is that the future of communications will belong to the centralised corporations on one hand and the unsupervised amateur on the other (Bird 36). Whether the motive to continue is payment or empowerment, the challenge for citizen journalists is to advance beyond the initial success of tactical actions towards the establishment as a serious political and media alternative (Bruns 19). Nguyen et al.’s uses and gratification research project suggests there is a still a long way to go in Australia. While they found widespread diffusion of online news, the vast majority of users (78%) were still getting their news from newspaper Websites (Nguyen et al. 13). The research corroborates Mark Bahnisch’s view that “most Australians have not heard of blogs and only a tiny minority reads them (quoted in Simons, Content Makers 219). The Australian blogosphere still waits for its defining Swiftboat incident or Rathergate to announce its arrival. But Bahnisch doesn’t necessarily believe this is a good evolutionary strategy anyway. Here it is becoming more a conversation than a platform “with its own niche and its own value” (Bahnisch, “This Is Not America”). As far as my own experiments go, the citizen journalism reports I wrote gave me no financial reward but plenty of other compensations that made the experience richly rewarding. It was important to bring otherwise neglected ideas, stories and personalities into the public domain and the reports helped me make valuable connections with public-minded members of my local community. They were also useful practice to hone interview techniques and political writing skills. Finally the exercise raised my own public profile as several of my entries were picked up or hyperlinked by other citizen journalism sites and blogs. Some day, and probably soon, a model will be worked out which will make citizen journalism a worthwhile economic endeavour. In the meantime, we rely on active citizens of the blogosphere to give their evenings freely for the betterment of the public sphere. References ABC Media Report. “Scoop.” 2008. 17 Feb. 2008 < http://www.abc.net.au/rn/mediareport/stories/2008/2151204.htm#transcript >. Adam, G. Notes towards a Definition of Journalism: Understanding an Old Craft as an Art Form. St Petersburg, Fl.: Poynter Institute, 1993. Alia, V. “The Rashomon Principle: The Journalist as Ethnographer.” In V. Alia, B. Brennan, and B. Hoffmaster (eds.), Deadlines and Diversity: Journalism Ethics in a Changing World. Halifax: Fernwood Publishing, 1996. Bahnisch, M. “This Is Not America.” newmatilda.com 2007. 17 Feb. 2008 < http://www.newmatilda.com/2007/10/04/not-america >. Bahnisch, M. “The State of Political Blogging.” Larvatus Prodeo 2007. 17 Feb. 2008 < http://larvatusprodeo.net/2007/09/30/the-state-of-political-blogging/ >. Bartlett, A. “Leaders Debate.” The Bartlett Diaries 2007. 19 Feb. 2008 < http://andrewbartlett.com/blog/?p=1767 >. Batrouney, T., and J. Goldlust. Unravelling Identity: Immigrants, Identity and Citizenship in Australia. Melbourne: Common Ground, 2005. Bird, R. “News in the Global Village.” The End of the News. Toronto: Irwin Publishing, 2005. Bruns, A. “News Blogs and Citizen Journalism: New Directions for e-Journalism.” In K. Prasad (ed.), E-Journalism: New Directions in Electronic News Media. New Delhi: BR Publishing, 2008. 2 Feb. 2008 < http://snurb.info/files/News%20Blogs%20and%20Citizen%20Journalism.pdf >. Cowden, G. “Online News: Patterns, Participation and Personalisation.” Australian Journalism Review 29.1 (July 2007). Curran, J. “Rethinking Media and Democracy.” In J. Curran and M. Gurevitch (eds.), Mass Media and Society. 3rd ed. London: Arnold, 2000. Devine, F. “Curse of the Blog.” Quadrant 49.3 (Mar. 2005). Dutton, W. Through the Network (of Networks) – The Fifth Estate. Oxford Internet Institute, 2007. 6 April 2007 < http://people.oii.ox.ac.uk/dutton/wp-content/uploads/2007/10/ 5th-estate-lecture-text.pdf >. Glaser, M. “The New Voices: Hyperlocal Citizen’s Media Sites Want You (to Write!).” Online Journalism Review 2004. 16 Feb. 2008 < http://ojr.org/ojr/glaser/1098833871.php >. Habermas, J. The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society. Cambridge: Polity Press, 1989 [1962]. Hills, R. “Citizen Journos Turning Inwards.” The Age 18 Nov. 2007. 17 Feb. 2008 < http://www.theage.com.au/news/federal-election-2007-news/citizen-journos- turning-inwards/2007/11/17/1194767024688.html >. Hirschman, A, Shifting Involvements: Private Interest and Public Action. Princeton, NJ: Princeton UP, 1982. Hunter, C. “The Internet and the Public Sphere: Revitalization or Decay?” Virginia Journal of Communication 12 (2000): 93-127. Killenberg, G., and R. Dardenne. “Instruction in News Reporting as Community Focused Journalism.” Journalism & Mass Communication Educator 52.1 (Spring 1997). McIlwane, S., and L. Bowman. “Interviewing Techniques.” In S. Tanner (ed.), Journalism: Investigation and Research. Sydney: Longman, 2002. Menand, L. “The Unpolitical Animal: How Political Science Understands Voters.” The New Yorker 30 Aug. 2004. 17 Feb. 2008 < http://www.newyorker.com/archive/2004/08/30/040830crat_atlarge >. Meyer, P. Public Journalism and the Problem of Objectivity. 1995. 16 Feb. 2008 < http://www.unc.edu/%7Epmeyer/ire95pj.htm >. Milbrath, L., and M. Goel. Political Participation: How and Why Do People Get Involved in Politics? Chicago: Rand McNally M, 1975. National Forum. “Annual Report 2005.” 6 April 2008 < http://www.onlineopinion.com.au/documents/reports/ annual_report_to_agm_2005.pdf >. Negrine, R. The Communication of Politics. London: Sage, 1996. Nguyen, A. “Journalism in the Wake of Participatory Publishing.” Australian Journalism Review 28.1 (July 2006). Nguyen, A., E. Ferrier, M. Western, and S. McKay. “Online News in Australia: Patterns of Use and Gratification.” Australian Studies in Journalism 15 (2005). Norris, P., J. Curtice, D. Sanders, M. Scammell, and H. Setemko. On Message: Communicating the Campaign. London: Sage, 1999. Papandrea, M. “Citizen Journalism and the Reporter’s Privilege.” Minnesota Law Review 91 (2007). Pearson, M. The Journalist’s Guide to Media Law. 2nd ed. Sydney: Allen & Unwin, 2004. Quinn, S., and D. Quinn-Allan. “User-Generated Content and the Changing News Cycle.” Australian Journalism Review 28.1 (July 2006). Rosen, J. “Assignment Zero: Can Crowds Create Fiction, Architecture and Photography?” Wired 2007. 6 April 2008 < http://www.wired.com/techbiz/media/news/2007/07/assignment_zero_all >. Ross, K., and V. Nightingale. Media Audiences: New Perspectives. Maidenhead, Berkshire: Open UP, 2003. Schaffer, J. “Citizens Media: Has It Reached a Tipping Point.” Nieman Reports 59.4 (Winter 2005). Schudson, M. Good Citizens and Bad History: Today’s Political Ideals in Historical Perspective. 1999. 17 Feb. 2008 < http://www.mtsu.edu/~seig/paper_m_schudson.html >. Simons, M. The Content Makers. Melbourne: Penguin, 2007. Simons, M. “Politics and the Internet.” Keynote speech at the Brisbane Writers’ Festival, 14 Sep. 2007. Tapsall, S., and C. Varley (eds.). Journalism: Theory in Practice. South Melbourne: Oxford UP, 2001. Warhurst, J. “Campaign Communications in Australia.” In F. Fletcher (ed.), Media, Elections and Democracy, Toronto: Dundurn Press, 1991. White, S. Reporting in Australia. 2nd ed. Melbourne: MacMillan, 2005. Wilson, J. “Who’s Afraid of the Big Bad Electorate.” Youdecide2007 2007. 19 Feb. 2008 < http://www.youdecide2007.org/content/view/283/101/ >. Young, G. “Citizen Journalism.” Presentation at the Australian Blogging Conference, 28 Sep. 2007.

Obscured in contemporary climate change discourse is the fact that under even the most serious mitigation scenarios being envisaged it will be virtually impossible to avoid runaway ecosystem collapse; so great is the momentum of global greenhouse build-up (Anderson and Bows). And under even the best-case scenario, two-degree warming, the ecological, social, and economic costs are proving to be much deeper than first thought. The greenhouse genie is out of the bottle, but the best that appears to be on offer is a gradual transition to the pro-growth, pro-consumption discourse of “ecological modernisation” (EM); anything more seems politically unpalatable (Barry, Ecological Modernisation; Adger et al.). Here, I aim to account for how cheaply EM has managed to allay ecology. To do so, I detail the operations of the co-optive, definitional strategy which I call the “high-ground” strategy, waged by a historic bloc of actors, discourses, and institutions with a common interest in resisting radical social and ecological critique. This is not an argument about climate laggards like the United States and Australia where sceptic views remain near the centre of public debate. It is a critique of climate leaders such as the United Kingdom, Germany, and the Netherlands—nations at the forefront of the adoption of EM policies and discourses. With its antecedent in sustainable development discourse, by emphasising technological innovation, eco-efficiency, and markets, EM purports to transcend the familiar dichotomy between the economy and the environment (Hajer; Barry, ‘Towards’). It rebuts the 1970s “limits to growth” perspective and affirms that “the only possible way out of the ecological crisis is by going further into the process of modernisation” (Mol qtd. in York and Rosa 272, emphasis in original). Its narrative is one in which the “dirty and ugly industrial caterpillar transforms into an ecological butterfly” (Huber, qtd. in Spaargaren and Mol). How is it that a discourse notoriously quiet on endless growth, consumer culture, and the offshoring of dirty production could become the cutting edge of environmental policy? To answer this question we need to examine the discursive and ideological effects of EM discourse. In particular, we must analyse the strategies that work to continually naturalise dominant institutions and create the appearance that they are fit to respond to climate change. Co-opting Environmental Discourse Two features characterise state environmental discourse in EM nations: an almost universal recognition of the problem, and the reassurance that present institutions are capable of addressing it. The key organs of neoliberal capitalism—markets and states—have “gone green”. In boardrooms, in advertising and public relations, in governments, and in international fora, climate change is near the top of the agenda. While EM is the latest form of this discourse, early hints can be seen in President Nixon’s embrace of the environment and Margaret Thatcher’s late-1980s green rhetoric. More recently, David Cameron led a successful Conservative Party “detoxification” program with an ostentatious rhetorical strategy featuring the electoral slogan, “Vote blue, go green” (Carter). We can explain this transformation with reference to a key shift in the discursive history of environmental politics. The birth of the modern environmental movement in the 1960s and 70s brought a new symbolic field, a new discourse, into the public sphere. Yet by the 1990s the movement was no longer the sole proprietor of its discourse (Eder 203). It had lost control of its symbols. Politicians, corporations, and media outlets had assumed a dominant role in efforts to define “what climate change was and what it meant for the world” (Carvalho and Burgess 1464). I contend that the dramatic rise to prominence of environmental issues in party-political discourse is not purely due to short-term tactical vote-winning strategy. Nor is it the case that governments are finally, reluctantly waking up to the scientific reality of ecological degradation. Instead, they are engaged in a proactive attempt to redefine the contours of green critique so as to take the discourse onto territory in which established interests already control the high ground. The result is the defusing of the oppositional element of political ecology (Dryzek et al. 665–6), as well as social critique in general: what I term the gentrification of climate change. If we view environmentalism as, at least partially, a cultural politics in which contested definitions of problem is the key political battleground, we can trace how dominant interests have redefined the contours of climate change discourse. We can reveal the extent to which environmentalism, rather than being integrated into capitalism, has been co-opted. The key feature of this strategy is to present climate change as a mere aberration against a background of business-as-usual. The solutions that are presented are overwhelmingly extensions of existing institutions: bringing CO2 into the market, the optimistic development of new techno-scientific solutions to climate problems, extending regulatory regimes into hitherto overlooked domains. The agent of this co-optive strategy is not the state, industry, capital, or any other manifest actor, but a “historic bloc” cutting across divisions between society, politics, and economy (Laclau and Mouffe 42). The agent is an abstract coalition that is definable only to the extent that its strategic interests momentarily intersect at one point or another. The state acts as a locus, but the bloc is itself not reducible to the state. We might also think of the agent as an assemblage of conditions of social reproduction, in which dominant social, political, and economic interests have a stake. The bloc has learned the lesson that to be a player in a definitional battle one must recognise what is being fought over. Thus, exhortations to address climate change and build a green economy represent the first stage of the definitional battle for climate change: an attempt to enter the contest. In practical terms, this has manifest as the marking out of a self-serving division between action and inaction. Articulated through a binary modality climate change becomes something we either address/act on/tackle—or not. Under such a grammar even the most meagre efforts can be presented as “tackling climate change.” Thus Kevin Rudd was elected in 2007 on a platform of “action on climate change”, and he frequently implored that Australia would “do its bit” on climate change during his term. Tony Blair is able to declare that “tackling climate change… need not limit greater economic opportunity” and mean it in all sincerity (Barry, ‘Towards’ 112). So deployed, this binary logic minimises climate change to a level at which existing institutions are validated as capable of addressing the “problem,” and the government legitimised for its moral, green stand. The Hegemonic Articulation of Climate Change The historic bloc’s main task in the high-ground strategy is to re-articulate the threat in terms of its own hegemonic discourse: market economics. The widely publicised and highly influential Stern Review, commissioned by the British Government, is the standard-bearer of how to think about climate change from an economic perspective. It follows a supremely EM logic: economy and ecology have been reconciled. The Review presents climate change, famously, as “the greatest market failure the world has ever seen” (Stern et al. viii). The structuring horizon of the Stern Review is the correction of this failure, the overcoming of what is perceived to be not a systemic problem requiring a reappraisal of social institutions, but an issue of carbon pricing, technology policy, and measures aimed at “reducing barriers to behavioural change”. Stern insists that “we can be ‘green’ and grow. Indeed, if we are not ‘green’, we will eventually undermine growth, however measured” (iv). He reassures us that “tackling climate change is the pro-growth strategy for the longer term, and it can be done in a way that does not cap the aspirations for growth of rich or poor countries” (viii). Yet Stern’s seemingly miraculous reconciliation of growth with climate change mitigation in fact implies a severe degree of warming. The Stern Review aims to stabilise carbon dioxide equivalent concentrations at 550ppm, which would correspond to an increase of global temperature of 3-4 degrees Celsius. As Foster et al. note, this scenario, from an orthodox economist who is perceived as being pro-environment, is ecologically unsustainable and is viewed as catastrophic by many scientists (Foster, Clark, and York 1087–88). The reason Stern gives for not attempting deeper cuts is that they “are unlikely to be economically viable” (Stern et al. 231). In other words, the economy-ecology articulation is not a meeting of equals. Central to the policy prescriptions of EM is the marketising of environmental “bads” like carbon emissions. Carbon trading schemes, held in high esteem by moderate environmentalists and market economists alike, are the favoured instruments for such a task. Yet, in practice, these schemes can do more harm than good. When Prime Minister Kevin Rudd tried to legislate the Carbon Pollution Reduction Scheme as a way of addressing the “greatest moral challenge of our generation” it represented Australia’s “initial foray into ecological modernisation” (Curran 211). Denounced for its weak targets and massive polluter provisions, the Scheme was opposed by environmental groups, the CSIRO, and even the government’s own climate change advisor (Taylor; Wilkinson). While the Scheme’s defenders claimed it was as a step in the right direction, these opponents believed it would hurt more than help the environment. A key strategy in enshrining a particular hegemonic articulation is the repetition and reinforcement of key articulations in a way which is not overtly ideological. As Spash notes of the Stern Review, while it does connect to climate change such issues as distributive justice, value and ethical conflicts, intergenerational issues, this amounts to nothing but lip service given the analysis comes pre-formed in an orthodox economics mould. The complex of interconnected issues raised by climate change is reduced to the impact of carbon control on consumption growth (see also Swyngedouw and While, Jonas, and Gibbs). It is as if the system of relations we call global capitalism—relations between state and industry, science and technology, society and nature, labour and capital, North and South—are irrelevant to climate change, which is nothing but an unfortunate over-concentration of certain gases. In redrawing the discursive boundaries in this way it appears that climate change is a temporary blip on the path to a greener prosperity—as if markets and capitalism merely required minor tinkering to put them on the green-growth path. Markets are constituted as legitimate tools for managing climate change, in concert with regulation internalised within neoliberal state competition (While, Jonas, and Gibbs 81). The ecology-economy articulation both marketises “green,” and “greens” markets. Consonant with the capitalism-environment articulation is the prominence of the sovereign individual. Both the state and the media work to reproduce subjects largely as consumers (of products and politics) rather than citizens, framing environmental responsibility as the responsibility to consume “wisely” (Carvalho). Of course, what is obscured in this “self-greening” discourse is the culpability of consumption itself, and of a capitalist economy based on endless consumption growth, exploitation of resources, and the pursuit of new markets. Greening Technology EM also “greens” technology. Central to its pro-growth ethos is the tapering off of ecosystem impacts through green technologies like solar, wind, tidal, and geothermal. While green technologies are preferable to dependence upon resource-intensive technologies of oil and coal, that they may actually deliver on such promises has been shown to be contingent upon efficiency outstripping economic growth, a prospect that is dubious at best, especially considering the EM settlement is one in which any change to consumption practices is off the agenda. As Barry and Paterson put it, “all current experience suggests that, in most areas, efficiency gains per unit of consumption are usually outstripped by overall increases in consumption” (770). The characteristic ideological manoeuvre of foregrounding non-representative examples is evident here: green technologies comprise a tiny fraction of all large-scale deployed technologies, yet command the bulk of attention and work to cast technology generally in a green light. It is also false to assume that green technologies do not put their own demands on material resources. Deploying renewables on the scale that is required to address climate change demands enormous quantities of concrete, steel, glass and rare earth minerals, and vast programs of land-clearing to house solar and wind plants (Charlton 40). Further, claims that economic growth can become detached from ecological disturbance are premised on a limited basket of ecological indicators. Corporate marketing strategies are driving this green-technology articulation. While a single advertisement represents an appeal to consume an individual commodity, taken collectively advertising institutes a culture of consumption. Individually, “greenwash” is the effort to spin one company’s environmental programs out of proportion while minimising the systemic degradation that production entails. But as a burgeoning social institution, greenwash constitutes an ideological apparatus constructing industry as fundamentally working in the interests of ecology. In turn, each corporate image of pristine blue skies, flourishing ecosystems, wind farms, and solar panels constitutes a harmonious fantasy of green industry. As David Mackay, chief scientific advisor to the UK Government has pointed out, the political rhetoric of green technology lulls people into a false sense of security (qtd. in Charlton 38). Again, a binary logic works to portray greener technologies—such as gas, “clean coal”, and biomass combustion—as green. Rescuing Legitimacy There are essentially two critical forces that are defused in the high-ground strategy’s definitional project. The first is the scientific discourse which maintains that the measures proposed by leading governments are well below what is required to reign in dangerous climate change. This seems to be invisible not so much because it is radical but because it is obscured by the uncertainties in which climate science is couched, and by EM’s noble-sounding rhetoric. The second is the radical critique which argues that climate change is a classic symptom of an internal contradiction of a capitalist economy seeking endless growth in a finite world. The historic bloc’s successful redefinition strategy appears to jam the frequency of serious, scientifically credible climate discourse, yet at the level of hegemonic struggle its effects range wider. In redefining climate change and other key signifiers of green critique – “environment”, “ecology”, “green”, “planet”—it expropriates key properties of its antagonist. Were it not that climate change is now defined on the cheery, reassuring ground of EM discourse, the gravity of the alarming—rather than alarmist (Risbey)—scientific discourse may just have offered radical critique the ammunition it needed to provoke society into serious deliberations over its socioeconomic path. Radical green critique is not in itself the chief enemy of the historic bloc. But it is a privileged element within antagonistic discourse and reinforces the critical element of the feminist, civil rights, and student movements of the 1960s and 1970s. In this way ecology has tended to act as a nodal point binding general social critique: all of the other demands began to be inscribed with the green critique, just as the green critique became a metaphor for all of the others (Laclau). The metaphorical value of the green critique not only relates to the size and vibrancy of the movement—the immediate visibility of ecological destruction stood as a powerful symbol of the kernel of antagonistic politics: a sense that society had fundamentally gone awry. While green critique demands that progress should be conditional upon ecology, EM professes that progress is already green (Eder 217n). Thus the great win achieved by the high-ground strategy is not over radical green critique per se but over the shifting coalition that threatens its legitimacy. As Stavrakakis observes, what is novel about green discourse is nothing essential to the signifiers it deploys, but the way that a common signifier comes to stand in and structure the field as a whole – to serve as a nodal point. It has a number of signifiers: environmental sustainability, social justice, grassroots democracy, and peace and non-violence, all of which are “quilted” around the master-signifiers of “ecology”, “green”, or “planet”. While these master-signifiers are not unique to green ideology, what is unique is that they stand at the centre. But the crucial point to note about the green signifier at the heart of political ecology is that its value is accorded, in large part, through its negation of the dominant ideology. That is to say, it is not that green ideology stands as merely another way of mapping the social; rather, the master-signifier "green" contains an implicit refutation of the dominant social order. That “green” is now almost wholly evacuated of its radical connotations speaks to the effectiveness of the redefinitional effort.The historic bloc is aided in its efforts by the complexity of climate change. Such opacity is characteristic of contemporary risks, whose threats are mostly “a type of virtual reality, real virtuality” (Beck 213). The political struggle then takes place at the level of meaning, and power is played out in a contest to fix the definitions of key risks such as climate change. When relations of (risk) definition replace relations of production as the site of the effects of power, a double mystification ensues and shifts in the ground on which the struggle takes place may go unnoticed. Conclusion By articulating ecology with markets and technology, EM transforms the threat of climate change into an opportunity, a new motor of neoliberal legitimacy. The historic bloc has co-opted environmentalist discourse to promote a gentrified climate change which present institutions are capable of managing: “We are at the fork in the road between order and catastrophe. Stick with us. We will get you through the crisis.” The sudden embrace of the environment by Nixon and by Thatcher, the greening of Cameron’s Conservatives, the Garnaut and Stern reports, and the Australian Government’s foray into carbon trading all have their more immediate policy and political aims. Yet they are all consistent with the high-ground definitional strategy, professing no contraction between sustainability and the present socioeconomic order. Undoubtedly, EM is vastly preferable to denial and inaction. It may yet open the doors to real ecological reform. But in its present form, its preoccupation is the legitimation crisis threatening dominant interests, rather than the ecological crisis facing us all. References Adger, W. Neil, Tor A. Benjaminsen, Katrina Brown, and Hanne Svarstad. ‘Advancing a Political Ecology of Global Environmental Discourses.’ Development and Change 32.4 (2001): 681–715. Anderson, Kevin, and Alice Bows. “Beyond ‘Dangerous’ Climate Change: Emission Scenarios for a New World.” Philosophical Transactions of the Royal Society A: Mathematical, Physical and Engineering Sciences 369.1934 (2010): 20–44. Barry, John, and Matthew Paterson. “Globalisation, Ecological Modernisation and New Labour.”Political Studies 52.4 (2004): 767–84. Barry, John. “Ecological Modernisation.” Debating the Earth : the Environmental Politics Reader. Ed. John S. Dryzek & David Schlosberg. Oxford; New York: Oxford University Press, 2005. ——-. “Towards a Model of Green Political Economy: From Ecological Modernisation to Economic Security.” Global Ecological Politics. Ed. John Barry and Liam Leonard. Bingley: Emerald Group Publishing, 2010. 109–28. Beck, Ulrich. “Risk Society Revisited.” The Risk Society and Beyond: Critical Issues for Social Theory. Ed. Barbara Adam, Ulrich Beck, & Joost Van Loon. London: SAGE, 2000. Carter, Neil. “Vote Blue, Go Green? Cameron’s Conservatives and the Environment.” The Political Quarterly 80.2 (2009): 233–42. Carvalho, Anabela. “Ideological Cultures and Media Discourses on Scientific Knowledge: Re-reading News on Climate Change.” Public Understanding of Science 16.2 (2007): 223–43. Carvalho, Anabela, and Jacquelin Burgess. “Cultural Circuits of Climate Change in UK Broadsheet Newspapers, 1985–2003.” Risk analysis 25.6 (2005): 1457–69. Charlton, Andrew. “Choosing Between Progress and Planet.” Quarterly Essay 44 (2011): 1. Curran, Giorel. “Ecological Modernisation and Climate Change in Australia.” Environmental Politics 18.2: 201-17. Dryzek, John. S., Christian Hunold, David Schlosberg, David Downes, and Hans-Kristian Hernes. “Environmental Transformation of the State: The USA, Norway, Germany and the UK.” Political studies 50.4 (2002): 659–82. Eder, Klaus. “The Institutionalisation of Environmentalism: Ecological Discourse and the Second Transformation of the Public Sphere.” Risk, Environment and Modernity: Towards a New Ecology. Ed. Scott Lash, Bronislaw Szerszynski, & Brian Wynne. 1996. 203–23. Foster, John Bellamy, Brett Clark, and Richard York. “The Midas Effect: a Critique of Climate Change Economics.” Development and Change 40.6 (2009): 1085–97. Hajer, Maarten. The Politics of Environmental Discourse: Ecological Modernization and the Policy Process. Oxford: Oxford University Press, 1995. Laclau, Ernesto. On Populist Reason. London: Verso, 2005. Laclau, Ernesto, and Chantal Mouffe. Hegemony and Socialist Strategy: Towards a Radical Democratic Politics. London: Verso, 1985. Risbey, J. S. “The New Climate Discourse: Alarmist or Alarming?” Global Environmental Change18.1 (2008): 26–37. Spaargaren, Gert, and Arthur P.J. Mol, “Sociology, Environment, and Modernity: Ecological Modernization as a Theory of Social Change.” Society and Natural Resources 5.4 (1992): 323-44. Spash, Clive. L. “Review of The Economics of Climate Change (The Stern Review).”Environmental Values 16.4 (2007): 532–35. Stavrakakis, Yannis. “Green Ideology: A Discursive Reading.” Journal of Political Ideologies 2.3 (1997): 259–79. Stern, Nicholas et al. Stern Review: The Economics of Climate Change. Vol. 30. London: HM Treasury, 2006. Swyngedouw, Erik. “Apocalypse Forever? Post-political Populism and the Spectre of Climate Change.” Theory, Culture & Society 27.2-3 (2010): 213–32. Taylor, Lenore. “Try Again on Carbon: Garnaut.” The Australian 17 Apr. 2009: 1. While, Aidan, Andrew E.G. Jonas, and David Gibbs. “From Sustainable Development to Carbon Control: Eco-state Restructuring and the Politics of Urban and Regional Development.”Transactions of the Institute of British Geographers 35.1 (2010): 76–93. Wilkinson, Marian. “Scientists on Attack over Rudd Emissions Plan.” Sydney Morning Herald Apr. 15 2009: 1. York, Richard, and Eugene Rosa. “Key Challenges to Ecological Modernization theory.”Organization & Environment 16.1 (2003): 273-88.

Transmedia storytelling, as defined by Henry Jenkins in 2006 in his book Convergence Culture, highlights a production strategy that aims to augment the narration of a cultural work by scattering it across several media platforms—digital or non-digital. The term is certainly quite recent, but the practices are not new and allow us to understand the evolution of the cultural industries and the creation of a new media ecosystem. As Matthew Freeman states, transmedia storytelling always relies on industrial changes, the narration adapting itself to new media synergies and novelties to create engaging and coherent storyworlds.Producers of American TV shows, showrunners, and networks are more and more eager to develop narrative universes on other media platforms in order to target new audiences and to give food for thought to fans, as well as reward them for their intellectual and emotional investment. Ancillary content and tie-ins sometimes take the form of novelisations or comic books, highlighting the fact that strategies of transmedia storytelling can be deployed on non-digital platforms and still enhance the narrative aspects of the show. For example, Twin Peaks (1990) developed The Diary of Laura Palmer (1990), a journal written by the character Laura Palmer who gave insights on her life and details about her relationships with other characters before she was murdered at the beginning of the series. How I Met Your Mother (2005-2014) published The BroCode (2008), first seen on episode “The Goat” (season 3 episode 17), and The Playbook (2012), first seen in an episode entitled “The Playbook” (season 5 episode 8). They are bibles written by character Barney Stinson that contain rules or advice for picking up women. For instance, The BroCode contains 150 articles, a glossary of terms, a definition of “a bro,” history of the code, amendments, violations, and approved punishments, all invented by Barney; some of these components were talked about on the show, while others were original additions for the book.Another way to create transmedia storytelling around TV shows is by developing comic books. This article will explore this specific media form in relation to transmedia strategies and will try to underline how comic books can make a narrative richer by focusing on parts of the plot, characters, times, or locations. First, I will focus on the importance of seriality from a historical perspective, because seriality appears to be one of the main principles of transmedia storytelling. Yet, is this narrative continuity always coherent and always canon when it comes to the publication of comic books? I will then propose a typology of the narratives comic books exploit to augment the storytelling of a show. I will give examples to illustrate how comic books can enrich the narrative universe of a given show and how characters can smoothly move from one platform to the other.A Transmedia World: Television and Comic Books Hand in HandSeriality is one of the main pillars of transmedia storytelling, and, according to Jenkins, “it is about breaking things down into chapters which are satisfying on their own terms, but which motivate us to come back for more” (“Transmedia”). These characteristics are already present in the way TV series are written, produced, and broadcast, and in the way comic books are created. They rely on episodes for TV shows and on issues for comic books that usually end with suspense and a suspension in the narrative continuity, commonly known as a cliff-hanger. For comic books, this narrative continuity took root in the early comic strips of the 18th and 19th century (Maigret and Stefanelli), which played a huge part in what we now know as comic books. As Pagello explains:The extensive practice of narrative serialisation played a major role in this context: the creative process, the industrial production and distribution, the editorial practices and, finally, the experience of comics readers all underwent dramatic changes when comics started to develop an identity distinguished from satirical cartoons, illustrated books and the various forms of children’s picture stories.According to Derek Johnson, these evolutions, in terms of production and reception, are closely linked to the widespread use of the franchise model in media industries. Johnson explains thatcomic books, video games, and other markets once considered ancillary now play increasingly significant and recentered roles in the production and consumption of everyday film and television properties such as Heroes, Transformers, and the re-envisioned Star Trek in ways that only very few innovators (such as George Lucas and his carefully elaborated and expanded Star Wars empire) had previously conceived in the twentieth century.The creation of transmedia strategies that capitalize on narrative continuity and seriality call for some synergies between media and for a “gatekeeper” of the stories who will ensure that all is coherent in the storyworld. Thus, “in 2006, the management of Heroes, for example, became a job for a professional ‘Transmedia Team’ charged with implementing creative coordination across television, comics, and the Internet” (Johnson).Another principle of transmedia storytelling, closely linked to seriality and the essence of the definition, is the creation of a narrative universe, that is “world-building,” in which plots and characters develop, and which will lay the foundations for the story. These foundations will be written in what is called a Bible, a document containing all the narrative elements in order to ensure coherence. In the notion of world-building, a matrix of possibilities is deployed, since stories can potentially become threads to weave, and re-weave. This rhizomatic world can be extended to infinity in a canonical way (by the official production) and in a non-canonical one (by the creations of fans). For Mark Wolf, these narrative worlds work like dynamic entities, and are transformative, transmedial, and transauthorial, which are similar to the notions and possibilities of transmedia storytelling, and media and cultural convergence. Stories that cannot be contained within the “real” of a single medium will be expended and developed on another or several other ones, creating a rich storyworlds. Comic books can be one of these tie-in media.New Term, Old Creations: An Historical OverviewMatthew Freeman wrote in his latest book Historicising Transmedia Storytelling that these transmedia practices do have a past and existed long before the introduction of the term due to new technologies, production strategies, and reception tactics. Comic books were often an option to enrich storylines and further develop the characters. For example, L. Frank Baum created a storyworld around The Wizard of Oz made of mock newspapers, conferences, billboards, novels, musicals, and comic strips in order to “appeal to a migratory audience” (Jenkins, “I Have”) and to deepen the characters, introduce new ones, and discover the land of Oz as if it were a real location. The author used techniques of advertising to promote and above all to expand his storyworld. As newspaper comic strips were quite popular at the time, Baum created several tie-in extensions in the newspapers and in a novel format. As Jason Scott underlines, “serial narratology enhances the possibilities of advertising and exploitation through the established market for the second and subsequent instalment” (14). The series of comic strips entitled Queer Visitor from the Marvellous Land of Oz (1904-1905) picked up, in terms of narration, just after the end of the book, offering a new temporality and life for the characters. As Freeman notes, this choice follows an economic logic:The era’s newspaper comic strips and their institutional tendency to prioritize recurring characters as successful advertising mechanisms (as witnessed in the cross-media dispersion of Buster Brown) had in fact influenced Baum to return to the series’ more familiar faces of Dorothy, the Scarecrow, and the Tin Woodman (2371).Here, the beloved characters are moving from one medium to the next, giving new insights on their life after the end of the book, and enhancing their stories beyond its pages.A Typology of Comic Books and Tie-in Extensions of TV SeriesBefore diving into a tentative typology, I want to look at the definition of canon in a transmedia storyworld. There is a strong debate in academic discussions around the issues of canonicity, and here I understand canonicity as the production of official texts around a given cultural content. That is because of precisely what is qualified as an official text or an official extension, and what is not. In the book I co-edited with Benjamin W.L. Derhy Kurtz (Derhy Kurtz and Bourdaa), we respond by coining the term “transtexts,” which includes officially produced texts and fantexts in the same narrative universe. The dichotomy between both kinds of texts is thus diminished. Nonetheless, in production and transmedia strategies, canonicity is hard to evaluate because “few television series have attempted to create transmedia extensions that offer such a (high level of) canonic integration, with interwoven story events that must be consumed across media for full comprehension” (Mittell 298). He follows by proposing a typology of two possible transmedia extensions based on a canon perspective versus a non-canon one: “what is extensions” extend the storyworld canonically and in a coherent way, whereas “what if extensions” “pose(s) hypothetical possibilities rather than canonical certainties, inviting viewers to imagine alternate stories and approaches to storytelling that are distinctly not to be treated as potential canon” (Mittell 298). Mark Wolf refers to the term growth to qualify canonical materials which are going to expand a given storyworld and which nourish the stories. As argued by Gabriel et al., “Wolf’s definition of ‘growth’ makes it clear that, for him, a transmedial product can only be considered to contribute to a world’s growth if it adds new ‘canonical’ material, i.e. material that presents new pieces of information that are “true” for the fictional world” (Gabriel et al. 169). This notion of “truth” to the diegesis can be opposed in this context to the notion of alternate stories and alternate versions of the characters.My attempted typology lays its foundation upon this opposition between what is seen as an official extension and what is seen as an unofficial extension, but offers alternate perspectives to expand the storyworld using new characters, locations, or universes. The first category will look at canonical extensions and how they can deepen characters’ development and temporalities. The second category will deal with “canon divergent” (to use fans’ language) extensions and how they can offer new entries into the stories by creating new characters or presenting new locations.Canonical Extensions: CharactersTie-in extensions in the form of comic books help to deepen the characters, especially supporting characters, by delving into their motivations and psychology, or by giving them backstories and origin stories. According to Paolo Bertetti, “the transmedia character is a fictional hero whose adventures are told on several media platforms, each providing details about the character's life” (2344). Actually, motivated characters are the quintessential element of the narration of the classic Hollywood era, which was then reused in the narration of TV series, which were then penned into comic books. In her definition of transmedia superstructures, Marsha Kinder based her analysis on how characters moved from one medium to the next, making them the centre of the narrative universe and the element audiences would follow.For example, Fringe (2008), in a deal with DC comics, extended its stories and its characters in comic books, which were an integral part of the storyworld, and which included canon materials by offering Easter Eggs to fans and rewarding them for their investment in the narrative universe. Each issue of the second series dealt with a major or recurring character from the show, deepening them by giving them backgrounds. That way, audiences can discover the backstories of Agent Broyles, Nina Sharp, the CEO of Massive Dynamic, or even Gene, Walter’s cow, all of which are featured in the series but not well developed.Written by actor Tim Rozon (who plays Doc Holliday on the show) and author Beau Smith, Wynonna Earp Season Zero (2017) focuses on the past of main character Wynonna Earp when she was an outlaw and before she comes back to her hometown, Purgatory. The past comes to life on the pages, while it was only hinted at in the show. It is a good introduction to the main character before the show, since Wynonna comes back to Purgatory by bus at the beginning of the very first episode and there are no flashback episode relating her story earlier. Because the two authors of this comic book are part of the creative crew of the show, an actor and a writer, they ensure a sense of coherence in the extensions they write.In collaboration with Dynamite Entertainment, an American comic book company, NBC Universal launched a series of comic book issues entitled Origins (2008) as an ancillary text to Battlestar Galactica (2004). “Origin stories” are a specific genre related to superhero franchises. M.J. Clarke underlines that,the use of Origins Stories is influenced by the economic structure of the comic book industry, which continues to produce stories over years and decades. ... By remaining faithful to the Origins (which are frequently modified in their consistency), readers can discover a story without having to navigate in more than 400 numbers of commix. (54)The goal of these comic books is to create a "past" for the human characters that appeared in the series. The collection of comic books thus focuses on five main characters in 11 issues, spread out over a year: William Adama, Zarek, Gaius Baltar, Kara "Starbuck” Thrace, and Karl "Helo" Agathon. These issues are collected in an eponymous Omnibus. Likewise, Orphan Black (2011) also offered backstories for its “clone club” without disrupting the pace of the show. The stories, tied to the events of the series, focus on the opportunity to better understand the emotions, thoughts, and feelings that exemplify the characters of the show.It is interesting to note that the authors of these comic book extensions were in close contact with Ronald D. Moore and David Eick, showrunners of the Battlestar Galactica series, which guaranteed coherence and canonicity to the newly created material. In a personal interview, Robert Napton, writer of Origins, explained the creative process:so every week we would watch episodes and make sure our stories matched as closely as possible to what the television series was doing …we tried to make it feel like it was very much part of the series, so they were untold adventures and we tried to fit it into the continuity of the series as much as possible.Brandon Jerwa, writer for Battlestar Galactica comic book series Season Zero and Ghosts (2009), confirmed that, “It is my understanding that the comics were passed through Mr. Moore’s office, and they were certainly vetted by Syfy and Universal.” Jerwa also added an interesting input on perception of canonicity versus non-canonicity by fans who can be picky about the ancillary contents and added materials that extend a storyworld:Most comic tie-ins have a hard time being considered a legitimate part of the canon, and that is simply beyond the control of the creative team. I worked very hard to make sure that I was writing material that adhered to the continuity of the show as closely as humanly possible. I don’t believe in writing a licensed property in such a way as to put forward ‘my vision’ of the universe; I believe very firmly that it is my responsibility to serve the source material above all else.Canonical Extensions: TemporalitiesComic books as a licensed product can expand the temporalities of the show and tell stories before the beginning of the series and after it ended, as well as fill time voids and ellipses. For example, now in its 11th season in comic books, Joss Whedon managed to keep Buffy the Vampire Slayer (1997-2003) alive and to attract new fans without alienating its original fanbase. Blogger and web entrepreneur Keith McDuffee felt that reading Buffy as a comic book after seeing it on television for seven years was strange, but the new format was a good sign because: “the medium lets creativity go completely wild without budget worries.” The comic books focus on the famous characters and created a life for them after the end of the show, making them jump from the screen onto the pages. Sometimes, the comic books told original stories that might seem out-of-character, like the issue in which Buffy sleeps with a woman. That kind of storyline wasn’t explored in the TV show, and comics offer one way to go deeper into the characters’ backgrounds and psychology. Sometimes, the tie-ins do not strictly follow the continuity and become non-canon regarding the stories of the TV shows. For example, DC/Wildstorm presented comic book issues around The X-Files (1993-) that were set in continuity of the show but failed to refer to main plot events (for example, Scully’s pregnancy). “Rather than offering ‘additive comprehension’ to a pre-existing television and film narrative, Spotnitz chose to write licensed comics on their own terms” (Pillai 112).DC is familiar with offering new adventures for its superhero characters in the form of comic books (which are first published online), going back to the basics. Of course, in this case, the relationship between the comic book medium and the television medium is more intricate, as the TV series are based on comic book characters whose stories are then extended again in comic books, which are created specifically to extend the TV shows’ storyworlds. The creation of the comic book series The Flash Season Zero (2015) set the stories between the episodes of the first season of The Flash and focus on the struggles of Barry Allen as he juggles between his job as a CSI, his love for Iris West, his childhood sweetheart, and his new identity as a vigilante with superpowers. This allows viewers to better understand a part of Barry Allen’s life that was not well developed in the show, adding temporal layers to the stories. The Adventures of Supergirl vol. 1 (2016) also depict the battles of the girl of steel between episodes, as well as her life with her sister, Alex (who is also a new addition in the comic book), and her co-workers at the DEO. For Arrow,the digital tie-ins offer producers [opportunities] to explore side stories they are unable to cover on screen. In the case of Season 2.5, the 22-chapter comic enabled the producers to fill in the blanks in between the seasons, thus offering more opportunities to explore the dynamics of fan-favorite characters such as Felicity and Diggle. (Bourdaa and Chin 183)These DC comic books are examples of giving life to a TV show beyond the TV screen, enhancing the timeframe of the stories and providing new content. The characters pass through the screen to live new adventures in comic books. In some cases, the involvement of the series' actor and writer in comic book scripting confirms the desire for consistency in the extensions of the series, whatever the medium used and whatever the objectives.Canon Divergent Extensions or the Real PossibilitiesFinally, comic books can deploy stories that will display a new point of view on the canon: a “multiplicity” (Jenkins, “La Licorne”) or a “what-if story” (Mittell), which will explore new possibilities and new characters.The second series of Orphan Black comic book tie-ins entitled Helsinki (2016) dealt with clones in the capital of Finland. The readers discover the lives of other clones, how they deal with the discovery of their “condition,” and that they have a caretaker. The comics are written by John Fawcett, who is also a showrunner for the series. The narrative universe is stretched into new possibilities, seen with new eyes, and shown from the perspective of new clones. The introduction of new characters gives opportunities to tell new stories and diverge from the canonical content, especially in terms of the characters’ development and depth.Battlestar Galactica, after the show ended, partnered once again with Dynamite Entertainment, to publish a new set of comic books entitled BSG: Ghosts (2009), which tells the story of new characters surviving the Cylon genocide. Writer Brandon Jerwa asks in BSG: Ghosts: "And if a squadron of secret agents had also survived Cylon Attack?" For him, comic books are a good opportunity to relaunch the narrative universe by introducing new characters in a well-known storyworld.The comic books will definitely have to evolve in order to survive because at some point we will end up exhausting the interest of the readers on the narrative continuity. Projects like Ghosts are definitely a good way to test public reaction to new ideas in a familiar environment. (Jerwa)Conclusion: From One Medium to the Next, From Narrative Extensions to MarketingThis article offers an overview of how comic books are used as tie-in products to extend TV series’ narrative universe. The ambition was not to give an exhaustive panorama but to propose a typology with some examples. I showed that characters’ development, temporalities, and new points of view are narrative angles exploited in comic books to give depth to a storyworld. Of course, this raises issues of labour, authorship, and canon content, which are already discussed elsewhere (see, for example: Clarke, Pillai, Scott). Yet, comic books are an integral part of transmedia storytelling and capitalise on notions of seriality, offering readers new stories, continuity, depth, and character motivations in order to enrich storylines and make them live beyond the screen. However, Robert Napton, in our interview, underlines an interesting opposition between licensing and marketing: “Frankly, comic books are considered licensing and marketing, not official canon. The only TV comic that is canon is Buffy Season 8 and 9 because Joss Whedon says they are, but that is not the normal situation.” He clearly draws a line between what he considers to be a licensed product, in this article what I describe as canonical content, and a marketing product, which could be understood in this article as a canon divergent tie-in. The debate here is clearly on, since understandings of transmedia vary between the perspectives of production companies, which are trying to gain profit by providing new content, the perspectives of fans, who know the storyworlds and the characters extensively and could be very possessive of them, and the perspectives of extension authors, who “have very strict story guidelines” (Jerwa) and have to make their stories fit within the narrative universe as it is told onscreen.ReferencesBertetti, Paolo. “Towards a Typology of Transmedia Characters.” International Journal of Communication 8 (2014): 2344-2361.Boni, Marta. World Building: Transmedia, Fans, Industries. Amsterdam: Amsterdam UP, 2017.Bourdaa, Mélanie. “Transmedia Storytelling: Entre Narration Augmentée et Logiques Immersives.” InaGlobal (2012). 16 December 2017 <http://www.inaglobal.fr/numerique/article/le-transmedia-entre-narration-augmentee-et-logiques-immersives>.Bourdaa, Mélanie, and Bertha Chin. “World and Fandom Building: Extending the Universe of Arrow in Arrow 2.5.” Arrow and Superhero Television: Essays on Themes and Characters of the Series. Eds. James F. Iaccino, Cory Barker, and Myc Wiatrowski. Jefferson: MacFarland, 2017.Clarke, M.J. Transmedia Television: New Trends in Network Serial Production. New York: Continuum Publishing, 2013.Derhy Kurtz, WL Benjamin, and Mélanie Bourdaa. The Rise of Transtexts: Challenges and Opportunities. London: Routledge, 2016.Freeman, Matthew. Historicising Transmedia Storytelling: Early Twentieth-Century Transmedia Story Worlds. London: Routledge, 2017.Gabriel, Nicole, Bogna Kazur, and Kai Matuszkiewicz. “Reconsidering Transmedia(l) Worlds.” Convergence Culture Reconsidered: Media—Participation—Environments. Eds. Claudia Georgi and Brigitte Johanna Glaser. Göttingen: Universitätsverlag Göttingen, 2015.Gillan, Jennifer. Television and New Media: Must-Click TV. New York: Routledge, 2010.Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: NYU Press, 2006.Jenkins, Henry. “I Have Seen the Future of Entertainment… And It Works.” Confessions of an Aca-Fan, 2008. <http://henryjenkins.org/blog/2008/10/i_have_seen_the_futures_of_ent.html>.Jenkins, Henry. “Transmedia Education: The 7 Principles Revisited.” Confessions of an Aca-Fan, 2010. <http://henryjenkins.org/blog/2010/06/transmedia_education_the_7_pri.html>.Jenkins, Henry. “La Licorne Origami Contre-attaque: Réflexions Plus Poussées sur le transmedia storytelling.” Terminal 10-11 (2013): 11-28. <http://journals.openedition.org/terminal/455>.Jerwa, Brandon. Personal Correspondence. 2013.Johnson, Derek. “A History of Transmedia Entertainment.” Spreadable Media: Web Exclusive Essays. <http://spreadablemedia.org/essays/johnson/#.Wo6g24IiGgQ>.Maigret, Eric, and Matteo Stefanelli. La Bande Dessinée: Une Médiaculture. Paris: Armand Colin, 2012.McDuffee, Keith. Buffy the Vampire Slayer: The Long Way Home, Part 1. Season premiere. 2007. <http://www.aoltv.com/2007/03/16/buffy-the-vampire-slayer-the-long-way-home-season-premiere/.>.Mittell, Jason. Complex TV: The Poetics of Contemporary Television Storytelling. New York: NYU Press, 2015.Napton, Robert. Personal Correspondence. 2013.Pagello, Federico. “Before the Comics: On Seriality of Graphic Narratives during the Nineteenth Century.” Belphégor 14 (2016). <http://journals.openedition.org/belphegor/810>.Pillai, Nicolas. “What Am I Looking at Mulder?: Licensed Comics and Freedoms of Transmedia Storytelling.” Science Fiction and Television 6.1 (2013): 101-117.Scott, Jason. “The Character-Orientated Franchise: Promotion and Exploitation of Pre-Sold Characters in American Film, 1913–1950.” Scope: An Online Journal of Film and Television Studies (2009): 10–28.

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

Obsolescence is most frequently talked about in relation to the history of technology. A still-common way of understanding modernity is as a linear succession of emerging technologies which supersede existing ones, and which are themselves, in time, made redundant. The cycle of novelty and obsolescence underpins a narrative including episodes of human invention, mastery and eventual technological failure. Nevertheless, it makes technologies themselves the subjects of history, rather than the human beings whose choices frame their contingent births, shapings, adoptions and uses. Many have pointed out the extent to which this simplifies history, but this has made precious little impact, if the way in which many writers treat digital communications technologies is any guide. Professional new media evangelists, including media and cultural theorists who subscribe to what Turner describes as an entrenched “digital orthodoxy”, are nowadays wont to describing mass media – including all broadcast and print media – as “heritage” media. This neat rhetorical trick confirms all remaining manifestations and uses of such media as remnants of the past in the present, as curiosities, even perhaps as impediments to the “imaginary futures” (Barbrook) regularly projected onto new technologies. On the other hand, similar assumptions underlie narratives of decline and decay which attach themselves to new media technologies. Thus we can understand laments for the lost qualities (and quality) of old media from writers such as Andrew Keen, which themselves shape self-interested pronouncements about the decadence of the new communications environment from the highest echelons of established media (Hartigan). A history of scholarship from media historians has worked to try to nuance the contours of this oldest of modern stories, and to complicate the relationship between modernity, technological obsolescence, and social reality. Brian Winston’s work has shown how messy the business of invention and adoption is. Caroline Marvyn’s book When Old Technologies Were New showed how durable are the terms in which we are invited to link new technologies with progress. Lisa Gitelman’s Always Already New shows how complexly interweaved our understanding of media history is with our own media use. Collections like New Media, 1740-1915 and Residual Media have offered a number of theoretical critiques and case-studies which show the contemporary persistence of old media, and the recurrence of simplifying, totalising rhetorics of media history. More specifically, work like Sterne’s shows how contemplating obsolescence can give us a way of thinking about the downside of media change in terms of the problem of ecological damage in the form of e-waste. Most importantly for us, though, are those who use the category of obsolescence as a way of understanding that in the forward march of modernity, there are losers as well as winners. Watkins links technological obsolescence with the production of certain people, certain segments of the population as obsolescent. For him, obsolescent people can be understood as engaged in a “useless survival”, and are linked with obsolete technologies. David Simon, the creator of the television series The Wire, which richly depicted the “useless survival” of the city of Baltimore and its civic institutions, recently put this same position bluntly, linking obsolescence with class and race in contemporary America: these really are the excess people in America, we – our economy doesn't need them. We don't need ten or 15 percent of our population. And certainly the ones that are undereducated, that have been ill served by the inner city school system, that have been unprepared for the technocracy of the modern economy... The people most affected by this are black and brown and poor. It's the abandoned inner cores of our urban areas. And we don't, as we said before, economically, we don't need those people. The American economy doesn't need them. So, as long as they stay in their ghettos, and they only kill each other, we're willing to pay a police presence to keep them out of our America. (Moyers) Five series of The Wire showed the incapacity of police, labour unions, the school system, civic government and newspapers in serving those people who Zygmunt Bauman calls “human waste”, those who are “redundant” in the new economy. The decline of manufacturing industries, rapid advances in the capacity of communication technologies, and the troubled business models of “old media” have advantaged those with the skills and capacity to become “network capitalists” (Bradwell & Reeves) in the information era, but they have turned whole cities into what Bauman calls “waste yards”, wherein industries, social infrastructures and entire neighbourhoods are antiquated, surplus to requirements. In The Wire, those who are shown to benefit most readily from the collapse of these economic and social forces, from the improvements in networked communications, and the globalisation of trade are those who sell the drugs which have turned Baltimore’s inner city into a free-fire zone. Obsolescence, then, is a category which allows us to think about the destruction, or “useless persistence”, of the people, patterns of life and territories which are imbricated with those technologies which are seen as being past their prime. It allows us to think about the power that accrues to “early adopters” as against those who are forced to “make do” with older technologies, and how that power is often implicated in already-existing patterns of social disadvantage – how it maps onto existing class structures, or the horizontal inequalities of geography. But we can also think of the ways in which obsolete technologies are recuperated and celebrated, whether by resistant consumers or “fans” of a particular technology, or by the process whereby yesterday's trash is historicised and aestheticisied by collectors, curators and scholars. We also might reflect on our own practice as academics. To what extent are our traditional patterns of work lubricated and enhanced by digital processes, or are they themselves artefacts of the past. This issue of M/C Journal offers some specific meditations on the theme of obsolescence. The first three pieces think reflexively about the processes by which academics are credentialised and published. In our first feature, John Hartley wonders whether the passing of the traditional, paper scholarly journal as the main means for academic publication and community-building might not irrevocably change and even damage collegiality, and the way in which we understand our fields. Kate Bowles replies to Hartley in a piece which originated as a peer review of his paper, and which is published here at the request of both authors. For Bowles, Hartley’s focus on e-publishing and the obsolescence of paper journals is potentially a distraction – the real concern is the way in which bureaucratic rationality threatens to push organic forms of collegial behaviour into the dustbin of history. Donna Lee Brien argues that the traditional PhD may be obsolete, and it must change to reflect the needs of students, new models of learning, and the employment marketplace. The second group of articles asks questions about the inevitability of obsolescence, and case-studies of users pushing back against the obsolescence of favoured machines. In our second feature, Greg Shapley offers an expansive critique of the most fundamental recent narrative of obsolescence, which relies on the dichotomy of the analogue and the digital, and the supplanting of one by the other. Shapley complicates our history by relating the odd story of the fax machine. Peter Thomas shows how Super 8 cannot be approached simply, lazily as a fetishised object of nostalgia. He shows how Super 8 continues in use as a specialised filmmaking stock, but that its most crucial textural characteristics have been lost in the transition from widespread amateur use to professional applications. Huh and Ackerman discuss the determined resistance by users of the HP200LX PDA device to the discontinuation of the device. Our third set of articles rethink approaches to a technological field in which cycles of novelty and obsolescent are notoriously swift and prominent – computer games. James Newman unleashes an impassioned polemic regarding the need to preserve and archive “obsolete” games as an element of Britain’s and the world’s cultural heritage. Thompson, McAllister and Ruggill use their own efforts at curation and preservation as the starting point for a theoretical meditation on the relationships between nostalgia, collection and obsolescence. Chris Moore asks whether new methods of digital distribution might ameliorate one of the more pernicious side-effects of the games industry’s relentless focus on novelty – e-waste. He looks at the online distribution platform Steam as a venue where both hardware and software obsolescence may be countered and complicated by weightless distribution and the “long tail” effect. While acknowledging continuing concerns with Steam – for example concerns about user privacy – Moore wonders whether online distribution might make the more wasteful aspects of structured obsolescence, well, obsolete. Together, these articles make a contribution to a reorientation that’s already underway in media and cultural studies. It’s arguable that cultural and media studies perennial fetishisation of “youth”, subcultural and the new have been intensified by the shift to a focus on new media technologies. Perhaps this has been at the expense of a focus on the old, the ordinary, and what happened the day before yesterday. (Driscoll and Gregg) A focus on obsolescence allows us to count the complex costs of our perennial impulse to novelty. It allows us to think through the series of revaluations that technologies typically undergo as they pass from being the newest thing, to junk, to collectable. It helps us to think about the relationships between technology use and the social position of users. We present this as the first step in our own effort to bring a greater focus to the issues thrown up when we think about the obsolete. We hope you will enjoy this issue when it’s new, and not discard it lightly when the next one comes along. References Acland, Charles, ed. Residual Media. Minneapolis: University of Minnesota Press, 2007. Barbrook, Richard. Imaginary Futures: From Thinking Machines to the Global Village. London: Pluto, 2007. Bauman, Zygmunt. Wasted Lives: Modernity and its Outcasts. London: John Wiley and Sons, 2003. Bradwell, Peter, and Richard Reeves. Network Citizens: Power and Responsibility at Work. London: Demos, 2009. Driscoll, Catherine, and Melissa Gregg. “The YouTube Generation: Moral Panic, Youth Culture and Internet Studies” in Usha Rodrigues (ed) Youth and Media in the Asia-Pacific Region. Cambridge: Cambridge Scholars Press. 2008. Gitelman, Lisa. Always Already New: Media, History and the Data of Culture. Boston: MIT Press. Hartigan, John. “John Hartigan address to the National Press Club.” news.com.au. 9 July 2009 ‹http://www.news.com.au/heraldsun/story/0,21985,25718006-661,00.html›. Keen, Andrew. The Cult of the Amateur: How Today's Internet is Killing Our Culture. New York: Doubleday, 2007. Marvin, Carolyn. When Old Technologies Were New: Rethinking Electric Communication in the Nineteenth Century. Oxford: OUP, 1990. Moyers, Bill. “David Simon: Transcript.” Bill Moyers Journal. 9 July 2009 ‹http://www.pbs.org/cove-media/http/PBS_CP_Bill_Moyers/58/1000/transcript1.html›. Sterne, Jonathan. “Out With the Trash: On the Future of New Media.” Residual Media. Ed Charles Acland. Minneapolis: University of Minnesota Press, 2007. Turner, Graeme. “Television and the Nation: Does This Matter Anymore?” Television Studies After TV. Ed Graeme Turner and Jinna Tay. London and New York: Routledge, 2009. Watkins, Evan. Throwaways: Work, Culture and Consumer Education. Stanford: Stanford University Press, 1993. Winston, Brian. Media, Technology and Society: A History: From the Telegraph to the Internet. New York and London: Routledge, 1998.

Introduction Nun habe ich Euch genug geschrieben, diesen Brief wenn sei [sic] lesen würden, dann würde ich den Genickschuß bekommen.Now I have written you enough, this letter if they would read it, I would get the neck shot. (M., all translations from German sources and quotations by the author) When the German soldier Otto M. wrote these lines from Russia to his family on 3 September 1943 during the Second World War, he knew that his war letter would not be subject to the National Socialist censorship apparatus. The letter contains, inter alia, detailed information about the course of the war on the front, troop locations, and warnings about the Nazi regime. M., as he wrote in the letter, smuggled it past the censorship via a “comrade”. As a German soldier, M. was a member of the Volksgemeinschaft—a National Socialist concept that drew a “racist and anti-Semitic borderline” (Wildt 48)—and was thus not socially excluded due to his status. Nevertheless, in the sentence quoted above, M. anticipates possible future consequences of his deviant actions, which would be carried out by “them”—potentially leading to his violent death. This article investigates how social and societal exclusion is brought forth by everyday media practices such as writing letters. After an introduction to the thesis under discussion, I will briefly outline the linguistic research on National Socialism that underlies the approach presented. In the second section, the key concepts of agency and dispositif applied in this work are discussed. This is followed by two sections in which infrastructural and interactional practices of exclusion are analysed. The article closes with some concluding remarks. During the Second World War, Wehrmacht soldiers and their relatives could not write and receive letters that were not potentially subject to controls. Therefore, the blunt openness with which M. anticipated the brutal sanctions of behavioural deviations in the correspondence quoted above was an exception in the everyday practice of war letter communication. This article will thus pursue the following thesis: private communication in war letters was subject to specific discourse conditions under National Socialism, and this brought forth excluding agency, which has two intertwined readings. Firstly, “excluding” is to be understood as an attribute of “agency” in the sense of an acting entity that either is included and potentially excludes or is excluded due to its ascribed agency. For example, German soldiers who actively participated in patriotic service were included in the Volksgemeinschaft. By contrast, Jews or Communists, to name but a few groups that, from the perspective of racist Nazi ideology, did not contribute to the community, were excluded from it. Such excluding agencies are based on specific practices of dispositional arrangement, which I refer to as infrastructural exclusion of agency. Secondly, excluding agency describes a linguistic practice that developed under National Socialism and has an equally stabilising effect on it. Excluding agency means that agents, and hence protagonists, are excluded by means of linguistic mitigation and omission. This second reading emphasises practices of linguistic construction of agency in interaction, which is described as interactional exclusion of agency. In either sense, exclusion is inextricably tied to the notion of agency, which is illustrated in this article by using data from field post letters of the Second World War. Social exclusion, along with its most extreme manifestations under fascism, is both legitimised and carried out predominantly through discursive practices. This includes for the public domain, on the one hand, executive language use such as in laws, decrees, orders, court hearings, and verdicts, and on the other hand, texts such as ideological writings, speeches, radio addresses, folk literature, etc. Linguistic research on National Socialism and its mechanisms of inclusion and exclusion has long focussed on the power of a regulated public use of language that seemed to be shaped by a few protagonists, most notably Hitler and Goebbels (Schlosser; Scholl). More recent works, however, are increasingly devoted to the differentiation of heterogeneous communities of practice, which were primarily established through discursive practices and are manifested accordingly in texts of that time (Horan, Practice). Contrary to a justifiably criticised “exculpation of the speakers” (Sauer 975) by linguistic research, which focusses on language but not on situated, interactional language use, such a perspective is increasingly interested in “discourse in National Socialism, with a particular emphasis on language use in context as a shared, communicative phenomenon” (Horan, Letter 45). To understand the phenomenon of social and societal exclusion, which was constitutive for National Socialism, it is also necessary to analyse those discursive practices of inclusion and exclusion through which the speakers co-constitute everyday life. I will do this by relating the discourse conditions, based on Foucault’s concept of dispositif (Confessions 194), to the agency of the correspondents of war letters, i.e. field post letters. On Agency and Dispositif Agency and dispositif are key concepts for the analysis of social exclusion, because they can be applied to analyse the situated practices of exclusion both in terms of the different capacities for action of various agents, i.e. acting entities, and the inevitably asymmetrical arrangement within which actions are performed. Let me first, very briefly, outline some linguistic conceptions of agency. While Ahearn states that “agency refers to the socioculturally mediated capacity to act” (28) and thus conceives agency as a potential, Duranti understands agency “as the property of those entities (i) that have some degree of control over their own behavior, (ii) whose actions in the world affect other entities’ (and sometimes their own), and (iii) whose actions are the object of evaluation (e.g. in terms of their responsibility for a given outcome)” (453). Deppermann considers agency to be a means of social and situational positioning: “‘agency’ is to capture properties of the subject as agent, that is, its role with respect to the events in which it is involved” (429–30). This is done by linguistic attribution. Following Duranti, this analysis is based on the understanding that agency is established by the ascription of action to an entity which is thereby made or considered accountable for the action. This allows a practice-theoretical reference to Garfinkel’s concept of accountability and identifies agentive practices as “visibly-rational-and-reportable-for-all-practical purposes” (7). The writing of letters in wartime is one such reflexive discursive practice through which agents constitute social reality by means of ascribing agency. The concept of semantic roles (Fillmore; von Polenz), offers another, distinctly linguistic access to agency. By semantic roles, agency in situated interaction is established syntactically and semantically. Put simply, a distinction is made between an Agent, as someone who performs an action, and a Patient, as someone to whom an action occurs (von Polenz 170; semantic roles such as Agent, Patient, Experiencer, etc. are capitalised by convention). Using linguistic data from war letters, this concept is discussed in more detail below. In the following, “field post” is considered as dispositif, by which Foucault means a thoroughly heterogeneous ensemble consisting of discourses, institutions, architectural forms, regulatory decisions, laws, administrative measures, scientific statements, philosophical, moral and philanthropic propositions – in short, the said as much as the unsaid. Such are the elements of the apparatus [dispositif]. The apparatus [dispositif] itself is the system of relations that can be established between these elements. (Foucault, Confessions 194) The English translation of the French “dispositif” as “apparatus” encourages an understanding of dispositif as a rather rigid structure. In contrast, the field post service of the Second World War will be used here to show how such dispositifs enable practices of exclusion or restrict access to practices of inclusion, while these characteristics themselves are in turn established by practices or, as Foucault calls them, procedures (Foucault, Discourse). An important and potentially enlightening notion related to dispositif is that of agencement, which in turn is borrowed from Deleuze and Guattari and was further developed in particular in actor-network theory (Çalışkan and Callon; Gherardi). What Çalışkan and Callon state about markets serves as a general description of agencement, which can be defined as an “arrangement of heterogeneous constituents that deploys the following: rules and conventions; technical devices; metrological systems; logistical infrastructures; texts, discourses and narratives …; technical and scientific knowledge (including social scientific methods), as well as the competencies and skills embodied in living beings” (3). This resembles Foucault’s concept of dispositif (Foucault, Confessions; see above), which “denotes a heterogeneous ensemble of discursive and nondiscursive elements with neither an originary subject not [sic] a determinant causality” (Coté 384). Considered morphosemantically, agencement expresses an important interrelation: in that it is derived from both the French agencer (to construct; to arrange) and agence (agency; cf. Hardie and MacKenzie 58) and is concretised and nominalised by the suffix -ment, agencement elegantly integrates structure and action according to Giddens’s ‘duality of structure’. While this tying aspect certainly contributes to a better understanding of dispositional arrangements and should therefore be considered, agencement, as applied in actor-network theory, emphasises above all “the fact that agencies and arrangements are not separate” (Çalışkan and Callon) and is, moreover, often employed to ascribe agency to material objects, things, media, etc. This approach has proven to be very fruitful for analyses of socio-technical arrangements in actor-network theory and practice theory (Çalışkan and Callon; Gherardi). However, within the presented discourse-oriented study on letter writing and field post in National Socialism, a clear analytical differentiation between agency and arrangement, precisely in order to point out their interrelation, is essential to analyse practices of exclusion. This is why I prefer dispositif to agencement as the analytical concept here. Infrastructural Exclusion of Agency in Field Post Letters In the Second World War, writing letters between the “homeland” and the “frontline” was a fundamental everyday media practice with an estimated total of 30 to 40 billion letters in Germany (Kilian 97). War letters were known as field post (Feldpost), which was processed by the field post service. The dispositif “field post” was, in opposition to the traditional postal service, subject to specific conditions regarding charges, transport, and above all censorship. No transportation costs arose for field post letters up to a weight of 250 grams. Letters could only be sent by or to soldiers with a field post number that encoded the addresses of the field post offices. Only soldiers who were deployed outside the Reich’s borders received a field post number (Kilian 114). Thus, the soldiers were socially included as interactants due to their military status. The entire organisation of the field post was geared towards enabling members of the Volksgemeinschaft to communicatively shape, maintain, and continue their social relationships during the war (Bergerson et al.). Applying Foucault, the dispositif “field post” establishes selection and exclusion mechanisms in which “procedures of exclusion” (Discourse 52) become manifest, two of which are to be related to the field post: “exclusion from discourse” and “scarcity of speaking subjects” (Spitzmüller and Warnke 73). Firstly, “procedures of exclusion ensure that only certain statements can be made in discourse” (Spitzmüller and Warnke 73). This exclusion procedure ought to be implemented by controlling and, ultimately, censoring field post letters. Reviews were carried out by censorship offices (Feldpostprüfstellen), which were military units independent of the field post offices responsible for delivery. Censorship initially focussed on military information. However, “in the course of the war, censorship shifted from a control measure aimed at defence towards a political-ideological review” (Kilian 101). Critical remarks could be legally prosecuted and punished with prison, penitentiary, or death (Kilian 99). Hence, it is assumed that self-censorship played a role not only for public media, such as newspapers, but also for writing private letters (Dodd). As the introductory quotation from Otto M. shows, writers who spread undesirable information in their letters anticipated the harshest consequences. In this respect, randomised censorship—although only a very small proportion of the high volume of mail was actually opened by censors (Kilian)—established a permanent disposition of control that resulted in a potentially discourse-excluding social stratification of private communication. Secondly, the dispositif “field post” was inherently exclusive and excluding, as those who did not belong to the Volksgemeinschaft could not use the service and thus could not acquire agentive capacity. The “scarcity of speaking subjects” (Spitzmüller and Warnke 73) was achieved by restricting participation in the field post system to members of the Volksgemeinschaft. Since agency is based on the most basic prerequisite, namely the ability to act linguistically at all, the mere possibility of exercising agency was infrastructurally restricted by the field post system. Excluding people from “agency-through-language” means excluding them from an “agency of an existential sort” (Duranti 455), which is described here, regarding the field post system, as infrastructural exclusion of agency. Interactional Exclusion of Agency in Field Post Letters In this section, I will elaborate how agency is brought forth interactionally through linguistic means on the basis of data from a field post corpus that was compiled in the project “Linguistic Social History 1933 to 1945” (Kämper). The aim of the project is an actor-based description of discursive practices and patterns at the time of National Socialism, which takes into account the fact that society in the years 1933 to 1945 consisted of heterogeneous communities of practice (Horan, Practice). Letter communication is considered to be an interaction that is characterised by mediated indexicality, accountability, reflexivity, sequentiality, and reciprocity (Dang-Anh) and is performed as situated social practice (Barton and Hall). The corpus of field letters examined here provides access to the everyday communication of members of the ‘integrated society’, i.e. those who were neither high-ranking members of the Nazi apparatus nor exposed to the repressions of the fascist dictatorship. The corpus consists of about 3,500 letters and about 2.5 million tokens. The data were obtained by digitising letter editions using OCR scans and in cooperation with the field post archive of the Museum for Communication Berlin (cf. sources below). We combine qualitative and quantitative methods, the latter providing heuristic indicators for in-depth hermeneutical analysis (Felder; Teubert). We apply corpus linguistic methods such as keyword, collocation and concordance analysis to the digitised full texts in order to analyse the data intersubjectively by means of corpus-based hermeneutic discourse analysis (Dang-Anh and Scholl). However, the selected excerpts of the corpus do not comprise larger data sets or complete sequences, but isolated fragments. Nevertheless, they illustrate the linguistic (non-)constitution of agency and thus distinctively exemplify exclusionary practices in field post letter writing. From a linguistic point of view, the exclusion of actors from action is achieved syntactically and semantically by deagentivisation (Bernárdez; von Polenz 186), as will be shown below. The following lines were written by Albert N. to his sister Johanna S. and are dated 25 June 1941, shortly after the beginning of the German Wehrmacht’s military campaign in Russia (Russlandfeldzug) a few days earlier. Vor den russ. Gefangenen bekommt man einen Ekel, d.h. viele Gefangene werden nicht gemacht.One gets disgusted by the Russian prisoners, i.e. many prisoners are not made. (N.) In the first part of the utterance, “mitigation of agency” (Duranti 465) is carried out using the impersonal pronoun “man” (“one”) which does not specify its referent. Instead, by means of deagentivisation, the scope of the utterance is generalised to an indefinite in‑group of speakers, whereby the use of the impersonal pronoun implies that the proposition is valid or generally accepted. Moreover, the use of “one” generalises the emotional expression “disgust”, thus suggesting that the aversive emotion is a self-evident affect experienced by everyone who can be subsumed under “one”. In particular, this includes the author, who is implicitly displayed as primarily perceiving the emotion in question. This reveals a fundamental practice of inclusion and exclusion, the separating distinction between “us”/“we” and “them”/“the others” (Wodak). In terms of semantic roles, the inclusive and generalised formal Experiencer “one” is opposed to the Causative “Russian prisoner” in an exclusionary manner, implicitly indicating the prisoners as the cause of disgust. The subsequent utterance is introduced by “i.e.”, which marks the causal link between the two phrases. The wording “many prisoners are not made” strongly suggests that it refers to homicides, i.e. executions carried out at the beginning of the military campaign in Russia by German troops (Reddemann 222). The depiction of a quasi-universal disgust in the first part establishes a “negative characterization of the out-group” (Wodak 33) which, in the expressed causal relation with the second phrase, seems to morally legitimise or at least somehow justify the implied killings. The passive form entirely omits an acting entity. Here, deagentivisation obscures the agency of the perpetrators. However, this is not the only line between acting and non-acting entities the author draws. The omission of an agent, even the impersonal “one”, in the second part, and the fact that there is no talk of self-experienceable emotions, but war crimes are hinted at in a passive sentence, suggest the exclusion of oneself as a joint agent of the indicated actions. As further data from the corpus indicate, war crimes are usually not ascribed to the writer or his own unit as the agents but are usually attributed to “others” or not at all. Was Du von Juden schreibst, ist uns schon länger bekannt. Sie werden im Osten angesiedelt.What you write about Jews is already known to us for some time. They are being settled in the East. (G.) In this excerpt from a letter, which Ernst G. wrote to his wife on 22 February 1942, knowledge about the situation of the Jews in the war zone is discussed. The passage appears quite isolated with its cotext in the letter revolving around quite different, trivial, everyday topics. Apparently, G. refers in his utterance to an earlier letter from his wife, which has not been preserved and is therefore not part of the corpus. “Jews” are those about whom the two agents, the soldier and his wife, write, whereas “us” refers to the soldiers at the front. In the second part, agency is again obscured by deagentivisation. While “they” anaphorically refers to “Jews” as Patients, the agents of their alleged resettlement remain unnamed in this “agent-less passive construction” (Duranti 466). Jews are depicted here as objects being handled—without any agency of their own. The persecution of the Jews and the executions carried out on the Russian front (Reddemann 222), including those of Jews, are euphemistically played down here as “settlements”. “Trivialization” and “denial” are two common discursive practices of exclusion (Wodak 134) and emerge here, as interactional exclusion of agency, in one of their most severe manifestations. Conclusion Social and societal exclusion, as has been shown, are predominantly legitimised as well as constituted, maintained, and perpetuated by discursive practices. Field post letters can be analysed both in terms of the infrastructure—which is itself constituted by infrastructuring practices and is thus not rigid but dynamic—that underlies excluding letter-writing practices in times of war, and the extent to which linguistic excluding practices are performed in the letters. It has been shown that agency, which is established by the ascription of action to an entity, is a central concept for the analysis of practices of exclusion. While I propose the division into infrastructural and interactional exclusion of agency, it must be pointed out that this can only be an analytical distinction and both bundles of practices, that of infrastructuring and that of interacting, are intertwined and are to be thought of in relation to each other. Bringing together the two concepts of agency and dispositif, despite the fact that they are of quite different origins, allows an analysis of exclusionary practices, which I hope does justice to the relation of interaction and infrastructure. By definition, exclusion occurs against the background of an asymmetrical arrangement within which exclusionary practices are carried out. Thus, dispositif is understood as an arranged but flexible condition, wherein agency, as a discursively ascribed or infrastructurally arranged property, unfolds. Social and societal exclusion, which were constitutive for National Socialism, were accomplished not only in public media but also in field post letters. Writing letters was a fundamental everyday media practice and the field post was a central social medium during the National Socialist era. However, exclusion occurred on different infrastructural and interactional levels. As shown, it was possible to be excluded by agency, which means exclusion by societal status and role. People could linguistically perform an excluding agency by constituting a division between “us” and “them”. Also, specific discourses were excluded by the potential control and censorship of communication by the authorities, and those who did not suppress agency, for example by self-censoring, feared prosecution. Moreover, the purely linguistic practices of exclusion not only constituted or legitimised the occasionally fatal demarcations drawn under National Socialism, but also concealed and trivialised them. As discussed, it was the perpetrators whose agency was excluded in war letters, which led to a mitigation of their actions. In addition, social actors were depreciated and ostracised through deagentivisation, mitigation and omission of agency. In extreme cases of social exclusion, linguistic deagentivisation even prepared or resulted in the revocation of the right to exist of entire social groups. The German soldier Otto M. feared fatal punishment because he did not communicatively act according to the social stratification of the then regime towards a Volksgemeinschaft in a field post letter. This demonstrates how thin the line is between inclusion and exclusion in a fascist dictatorship. 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Iain Sinclair is a writer who is synonymous with a city. Sinclair’s sustained literary engagement with London from the mid 1960s has produced a singular account of place in that city (Bond; Baker; Seale “Iain Sinclair”). Sinclair is a leading figure in a resurgent and rebranded psychogeographic literature of the 1990s (Coverley) where on-foot wandering through the city brings forth narrative. Sinclair’s wandering, materialised as walking, is central to the claim of intimacy with the city that underpins his authority as a London writer. Furthermore, embodied encounters with the urban landscape through the experience of “getting lost” in urban environments are key to his literary methodology. Through works such as Lights Out for the Territory (2007), Sinclair has been repeatedly cast as a key chronicler of London, a city focused with capitalist determination on the future while redolent, even weighted, with a past that, as Sinclair says himself, is there for the wanderer to uncover (Dirda).In this essay, we examine how Sinclair’s wandering makes place in London. We are interested not only in Sinclair’s wandering as a spatial or cultural “intervention” in the city, as it is frequently positioned in critiques of his writing (Wolfreys). We are also interested in how Sinclair’s literary methodology of wandering undertakes its own work of placemaking in material ways that are often obscured because of how his work is positioned within particular traditions of wandering, including those of psychogeography and the flâneur. It is our contention that Sinclair’s wandering has an ambivalent relationship with place in London. It belongs to the tradition of the wanderer as a radical outsider with an alternative practice and perspective on place, but also contributes to contemporary placemaking in a global, neo-liberal London.Wandering as Literary MethodologyIain Sinclair’s writing about London is considered both “visionary” and “documentary” in its ambitions and has been praised as “giving voice to lost, erased, or forgotten histories or memories” (Baker 63). Sinclair is the “raging prophet” (Kerr) for a transforming and disappearing city. This perspective is promulgated by Sinclair himself, who in interviews refers to his practice as “bearing witness” to the erasures of particular place cultures, communities, and their histories that a rapidly gentrifying city entails (Sinclair quoted in O’Connell). The critical reception of Sinclair’s perambulation mostly follows Michel de Certeau’s observation that walking is a kind of reading/writing practice that “makes the invisible legible” (Baker 28). Sinclair’s wandering, and the encounters it mobilises, are a form of storytelling, which bring into proximity complex and forgotten narratives of place.Sinclair may “dive in” to the city, yet his work writing and rewriting urban space is usually positioned as representational. London is a text, “a system of signs […], the material city becoming the (non-material) map” (Baker 29). Sinclair’s wandering is understood as writing about urban transformation in London, rather than participating in it through making place. The materiality of Sinclair’s wandering in the city—his walking, excavating, encountering—may be acknowledged, but it is effectively dematerialised by the critical focus on his self-conscious literary treatment of place in London. Simon Perril has called Sinclair a “modernist magpie” (312), both because his mode of intertextuality borrows from Modernist experiments in form, style, and allusion, and because the sources of many of his intertexts are Modernist writers. Sinclair mines a rich seam of literature, Modernist and otherwise, that is produced in and about London, as well as genealogies of other legendary London wanderers. The inventory includes: “the rich midden of London’s sub-cultural fiction, terse proletarian narratives of lives on the criminous margin” (Sinclair Lights Out, 312) in the writing of Alexander Baron and Emanuel Litvinoff; the small magazine poetry of the twentieth century British Poetry Revival; and the forgotten suburban writings of David Gascoyne, “a natural psychogeographer, tracking the heat spores of Rimbaud, from the British Museum to Wapping and Limehouse” (Atkins and Sinclair 146). Sinclair’s intertextual “loiterature” (Chambers), his wayward, aleatory wandering through London’s archives, is one of two interconnected types of wandering in Sinclair’s literary methodology. The other is walking through the city. In a 2017 interview, Sinclair argued that the two were necessarily interconnected in writing about place in London:The idea of writing theoretical books about London burgeoned as a genre. At the same time, the coffee table, touristy books about London emerged—the kinds of books that can be written on Google, rather than books that are written by people of the abyss. I’m interested in someone who arrives and takes this journey into the night side of London in the tradition of Mayhew or Dickens, who goes out there and is constantly wandering and finding and having collisions and bringing back stories and shaping a narrative. There are other people who are doing things in a similar way, perhaps with a more journalistic approach, finding people and interviewing them and taking their stories. But many books about London are very conceptual and just done by doing research sitting at a laptop. I don’t think this challenges the city. It’s making a parallel city of the imagination, of literature. (Sinclair quoted in O'Connell)For Sinclair, then, walking is as much a literary methodology as reading, archival research, or intertextuality is.Wandering as Urban InterventionPerhaps one of Sinclair’s most infamous walks is recorded in London Orbital (2003), where he wandered the 127 miles of London’s M25 ring road. London Orbital is Sinclair’s monumental jeremiad against the realpolitik of late twentieth-century neo-liberalism and the politicised spatialisation and striation of London by successive national and local governments. The closed loop of the M25 motorway recommends itself to governmental bodies as a regulated form that functions as “a prophylactic, […] a tourniquet” (1) controlling the flow (with)in and (with)out of London. Travellers’ movements are impeded when the landscape is cut up by the motorway. Walking becomes a marginalised activity it its wake, and the surveillance and distrust to which Sinclair is subject realises the concerns foreshadowed by Walter Benjamin regarding the wanderings of the flâneur. In the Arcades Project, Benjamin quoted a 1936 newspaper article, pessimistically titled “Le dernier flâneur” [The last flâneur]:A man who goes for a walk ought not to have to concern himself with any hazards he may run into, or with the regulations of a city. […] But he cannot do this today without taking a hundred precautions, without asking the advice of the police department, without mixing with a dazed and breathless herd, for whom the way is marked out in advance by bits of shining metal. If he tries to collect the whimsical thoughts that may have come to mind, very possibly occasioned by sights on the street, he is deafened by car horns, [and] stupefied by loud talkers […]. (Jaloux, quoted in Benjamin 435)Susan Buck-Morss remarks that flâneurs are an endangered species in the contemporary city: “like tigers, or pre-industrial tribes, [they] are cordoned off on reservations, preserved within the artificially created environments of pedestrian streets, parks, and underground passages” (344). To wander from these enclosures, or from delineated paths, is to invite suspicion as the following unexceptional anecdote from London Orbital illustrates:NO PUBLIC RITE [sic] OF WAY. Footpaths, breaking towards the forest, have been closed off. You are obliged to stick to the Lee Navigation, the contaminated ash conglomerate of the Grey Way. Enfield has been laid out in grids; long straight roads, railways, fortified blocks. […] In a canalside pub, they deny all knowledge of the old trace. Who walks? “There used to be a road,” they admit. It’s been swallowed up in this new development, Enfield Island Village. […] The hard hat mercenaries of Fairview New Homes […] are suspicious of our cameras. Hands cover faces. Earth-movers rumble straight at us. A call for instruction muttered into their lapels: “Strangers. Travellers.” (69-70)There is an excess to wandering, leading to incontinent ideas, extreme verbiage, compulsive digression, excessive quotation. De Certeau in his study of the correlation between navigating urban and textual space speaks of “the unlimited diversity” of the walk, highlighting its improvised nature, and the infinite possibilities it proposes. Footsteps are equated with thoughts, multiplying unchecked: “They are myriad, but do not compose a series. […] Their swarming mass is an innumerable collection of singularities” (97). Throughout the 1980s and 1990s, the erratic trajectories, digression, and diversion of Sinclair’s wanderings are aligned with a tradition of the flâneur as homo ludens (Huizinga) or practitioner of the Situationist derive, as theorised by Guy Debord:The dérive entails playful-constructive behaviour and awareness of psychogeographical effects, which completely distinguishes it from the classical notions of the journey or the stroll. In a dérive one or more persons during a certain period drop their usual motives for movement and action, their relations, their work and leisure activities, and let themselves be drawn by the attractions of the terrain and the encounters they find there. The element of chance is less determinant than one might think: from the dérive point of view, cities have a psychogeographical relief, with constant currents, fixed points and vortexes that strongly discourage entry into or exit from certain zones. (“Theory of the dérive” 50)Like Charles Baudelaire’s painter of modern life, Sinclair is happily susceptible to distraction. The opening essay of Lights Out is a journey through London with the ostensible purpose of diligently researching and reporting on the language he detects on his travels. However, the map for the walk is only ever half-hearted, and Sinclair admits to “hoping for some accident to bring about a final revision” (5). Sinclair’s walks welcome the random and when he finds the detour to disfigure his route, he is content: “Already the purity of the [walk] has been despoiled. Good” (8). Wandering’s Double Agent: Sinclair’s Placemaking in LondonMuch has been made of the flâneur as he appears in Sinclair’s work (Seale “Eye-Swiping”). Nevertheless, Sinclair echoes Walter Benjamin in declaring the flâneur, as previously stereotyped, to be impossible in the contemporary city. The fugeur is one détournement (Debord “Détournement”) of the flâneur that Sinclair proposes. In London Orbital, Sinclair repeatedly refers to his wandering as a fugue. A fugue is defined in the Oxford English Dictionary as a “flight from or loss of the awareness of one’s identity, sometimes involving wandering away from home, and often occurring as a reaction to shock or emotional stress.” As Sinclair explains:I found the term fugueur more attractive than the now overworked flâneur. Fugueur had the smack of a swear word […]. Fugueur was the right job description for our walk, our once-a-month episodes of transient mental illness. Madness as a voyage. […] The fugue is both drift and fracture. (London Orbital, 146)Herbert Marcuse observed that to refuse to comply with capitalist behaviour is to be designated irrational, and thus relegate oneself to the periphery of society (9). The neo-liberal city’s enforcement of particular spatial and temporal modalities that align with the logic of purpose, order, and productivity is antagonistic to wandering. The fugue state, then, can rupture the restrictive logic of capitalism’s signifying chains through regaining forcibly expurgated ideas and memories. The walk around the M25 has an unreason to it: the perversity of wandering a thoroughfare designed for cars. In another, oft-quoted passage from Lights Out, Sinclair proposes another avatar of the flâneur:The concept of “strolling”, aimless urban wandering […] had been superseded. We had moved into the age of the stalker; journeys made with intent—sharp-eyed and unsponsored. The stalker was our role model: purposed hiking, not dawdling, nor browsing. No time for the savouring of reflections in shop windows, admiration for Art Nouveau ironwork, attractive matchboxes rescued from the gutter. This was walking with a thesis. With a prey. […] The stalker is a stroller who sweats, a stroller who knows where he is going, but not why or how. (75)Not only has the flâneur evolved into something far more exacting and purposeful, but as we want to illuminate, the flâneur’s wandering has evolved into something more material than transforming urban experience and encounter into art or literature as Baudelaire described. In a recent interview, Sinclair stated: The walker exists in a long tradition, and, for me, it’s really vital to simply be out there every day—not only because it feels good, but because in doing it you contribute to the microclimate of the city. As you withdraw energy from the city, you are also giving energy back. People are noticing you. You’re doing something, you’re there, the species around you absorb your presence into it, and you become part of this animate entity called the city. (Sinclair quoted in O'Connell)Sinclair’s acknowledgement that he is acting upon the city through his wandering is also an acknowledgement of a material, grounded interplay between what Jonathan Raban has called the “soft” and the “hard” city: “The city as we might imagine it, the soft city of illusion, myth, aspiration, nightmare, is as real, maybe more real, than the hard city one can locate in maps and statistics, in monographs on urban sociology and demography and architecture” (quoted in Manley 6). Readers and critics may gravitate to the soft city of Sinclair, but as Donald puts it, “The challenge is to draw the connections between place, archive, and imagination, not only by tracing those links in literary representations of London, but also by observing and describing the social, cultural, and subjective functions of London literature and London imagery” (in Manley, 262).Sinclair’s most recent longform book, The Last London (2017), is bracketed at both beginning and end with the words from the diarist of the Great Fire of 1666, John Evelyn: “London was, but is no more.” Sinclair’s evocation of the disaster that razed seventeenth-century London is a declaration that twenty-first century London, too, has been destroyed. This time by an unsavoury crew of gentrifiers, property developers, politicians, hyper-affluent transplants, and the creative classes. Writers are a sub-category of this latter group. Ambivalence and complicity are always there for Sinclair. On the one hand, his wanderings have attributed cultural value to previously overlooked aspects of London by the very virtue of writing about them. On the other hand, Sinclair argues that the value of these parts of the city hinges on their neglect by the dominant culture, which, of course, is no longer possible when his writing illuminates them. Certainly, wandering the city excavating the secret histories of cities has acquired an elevated cultural currency since Sinclair started writing. In making the East End “so gothically juicy”, Sinclair inaugurated a stream of new imaginings from “young acolyte psychogeographers” (McKay). Moreover, McKay points out that “Sinclair once wryly noted that anywhere he ‘nominated’ soon became an estate agent vision of luxury lifestyle”.Iain Sinclair’s London wanderings, then, call for a recognition that is more-than-literary. They are what we have referred to elsewhere as “worldly texts” (Potter and Seale, forthcoming), texts that have more-than-literary effects and instead are materially entangled in generating transformative conditions of place. Our understanding sits alongside the insights of literary geography, especially Sheila Hones’s concept of the text as a “spatial event”. In this reckoning, texts are spatio-temporal happenings that are neither singular nor have one clear “moment” of emergence. Rather, texts come into being across time and space, and in this sense can be understood as assemblages that include geographical locations, material contexts, and networks of production and reception. Literary effects are materially, collaboratively, and spatially generated in the world and have “territorial consequences”, as Jon Anderson puts it (127). Sinclair’s writings, we contend, can be seen as materialising versions of place that operate outside the assemblage of “literary” production and realise spatial and socio-economic consequence.Sinclair’s work does more than mimetically reproduce a “lost” London, or angrily write against the grain of neo-liberal gentrification. It is, in a sense, a geographic constituent that cannot be disaggregated from the contemporary dynamics of the privileges and exclusions of city. This speaks to the author’s ambivalence about his role as a central figure in London writing. For example, it has been noted that Sinclair is “aware of the charge that he’s been responsible as anyone for the fetishization of London’s decrepitude, contributing to an aesthetic of urban decay that is now ubiquitous” (Day). Walking the East End in what he has claimed to be his “last” London book (2017), Sinclair is horrified by the prevalence of what he calls “poverty chic” at the erstwhile Spitalfields Market: a boutique called “Urban Decay” is selling high-end lipsticks with an optional eye makeover. Next door is the “Brokedown Palace […] offering expensive Patagonia sweaters and pretty colourful rucksacks.” Ironically, the aesthetics of decline and ruin that Sinclair has actively brought to public notice over the last thirty years are contributing to this urban renewal. It could also be argued that Sinclair’s wandering is guilty of “the violence of spokesmanship”, which sublimates the voices of others (Weston 274), and is surely no longer the voice of the wanderer as marginalised outsider. When textual actors become networked with place, there can be extra-textual consequences, such as Sinclair’s implication in the making of place in a globalised and gentrified London. It shifts understanding of Sinclair’s wandering from representational and hermeneutic interpretation towards materialism: from what wandering means to what wandering does. From this perspective, Sinclair’s wandering and writing does not end with the covers of his books. The multiple ontologies of Sinclair’s worldly texts expand and proliferate through the plurality of composing relations, which, in turn, produce continuous and diverse iterations in an actor-network with place in London. Sinclair’s wanderings produce an ongoing archive of the urban that continues to iteratively make place, through multiple texts and narrative engagements, including novels, non-fiction accounts, journalism, interviews, intermedia collaborations, and assembling with the texts of others—from the many other London authors to whom Sinclair refers, to the tour guides who lead Time Out walking tours of “Sinclair’s London”. Place in contemporary London therefore assembles across and through an actor-network in which Sinclair’s wandering participates. Ultimately, Sinclair’s wandering and placemaking affirm Manley’s statement that “the urban environment in which (and in response to which) so much of English literature has been written has itself been constructed in many respects by its representation in that literature—by the ideas, images, and styles created by writers who have experienced or inhabited it” (2).ReferencesAnderson, Jon. “Towards an Assemblage Approach to Literary Geography.” Literary Geographies 1.2 (2015): 120–137.Atkins, Marc and Iain Sinclair. Liquid City. London: Reaktion, 1999.Baker, Brian. Iain Sinclair. Manchester: Manchester University Press, 2007.Baudelaire, Charles. The Painter of Modern Life and Other Essays. Trans. and ed. Jonathan Mayne. London and New York: Phaidon, 1995.Benjamin, Walter. The Arcades Project. Trans. Howard Eiland and Kevin McLaughlin. Ed. Rolf Tiedmann. Cambridge, Mass.: Belknap Press, 2002.Bond, Robert. Iain Sinclair. Cambridge: Salt Publishing, 2005.Buck-Morss, Susan. The Dialectics of Seeing: Walter Benjamin and the Arcades Project. Cambridge, Mass.: MIT Press, 1989.Chambers, Russ. Loiterature. Lincoln: University of Nebraska Press, 1999.Coverley, Merlin. Psychogeography. Harpenden: Pocket Essentials, 2005.Day, Jon. “The Last London by Iain Sinclair Review—an Elegy for a City Now Lost.” The Guardian 27 Sep. 2017. 7 July 2017 <https://www.theguardian.com/books/2017/sep/27/last-london-iain-sinclair-review>.Debord, Guy. “Theory of the Dérive.” Situationist International Anthology. Trans. and ed. Ken Knabb. Berkeley, Calif.: Bureau of Public Secrets, 1981.———. “Détournement as Negation and Prelude.” Situationist International Anthology. Trans. and ed. Ken Knabb. Berkeley, Calif.: Bureau of Public Secrets, 1981.De Certeau, Michel. The Practice of Everyday Life. Trans. Steven Rendall. Berkeley: University of California Press, 1984.Dirda, Michael. “Modern Life, as Seen by a Writer without a Smart Phone.” The Washington Post 17 Jan. 2018. 4 July 2018 <https://www.washingtonpost.com/entertainment/books/modern-life-as-seen-by-an-artist-without-a-phone/2018/01/17/6d0b779c-fb07-11e7-8f66-2df0b94bb98a_story.html?noredirect=on&utm_term=.9333f36c6212>.Hones, Sheila. “Text as It Happens: Literary Geography.” Geography Compass 2.5 (2008): 301–1307.Huizinga, Johan. Homo Ludens: A Study of the Play-Element in Culture. Boston: Beacon Press, 1955.Kerr, Joe. “The Habit of Hackney: Joe Kerr on Iain Sinclair.” Architects’ Journal 11 Mar. 2009. 8 July 2017 <https://www.architectsjournal.co.uk/home/the-habit-of-hackney-joe-kerr-on-iain-sinclair/1995066.article>.Manley, Lawrence, ed. The Cambridge Companion to the Literature of London. Cambridge: Cambridge University Press, 2011.Marcuse, Herbert. One-Dimensional Man. London and New York: Routledge, 2002.McKay, Sinclair. “Is It Time for All Lovers of London to Pack up?” The Spectator 2 Sep. 2017. 6 July 2018 <https://www.spectator.co.uk/2017/09/is-it-time-for-all-lovers-of-london-to-pack-up/>.O’Connell, Teresa. “Iain Sinclair: Walking Is a Democracy.” Guernica 16 Nov. 2017. 7 July 2018 <https://www.guernicamag.com/iain-sinclair-walking-democracy/>.Perril, Simon. “A Cartography of Absence: The Work of Iain Sinclair.” Comparative Criticism 19 (1997): 309–339.Potter, Emily, and Kirsten Seale. “The Worldly Text and the Production of More-than-Literary Place: Helen Garner’s Monkey Grip and Melbourne’s ‘Inner North’”. Cultural Geographies (forthcoming 2019).Seale, Kirsten. “‘Eye-Swiping’ London: Iain Sinclair, Photography and the Flâneur.” Literary London 3.2 (2005).———. “Iain Sinclair’s Archive.” Sydney Review of Books. 10 Sep. 2018. 12 July 2019 <https://sydneyreviewofbooks.com/sinclair-last-london/>.Sinclair, Iain. Dining on Stones, or, The Middle Ground. London: Hamish Hamilton, 2004.———. Lights Out for the Territory. London: Granta, 1997.———. London Orbital. London: Penguin, 2003.———. The Last London: True Fictions from an Unreal City. London: Oneworld Publications, 2017.Weston, Daniel. “‘Against the Grand Project’: Iain Sinclair’s Local London.” Contemporary Literature 56.2 (2015): 255–280. Wolfreys, Julian. Writing London: Materiality, Memory, Spectrality Volume 2. Basingstoke: Palgrave Macmillan, 2004.

Introduction“Chav” is a social phenomenon that gained significant popular media coverage and attention in the United Kingdom in the early 2000s. Chavs are often characterised, by others, as young people from a background of low socioeconomic status, usually clothed in branded sportswear. All definitions of Chav position them as culturally anomalous, as Other.This article maps out a multidisciplinary definition of the Chav, synthesised from 21 published academic publications: three recurrent themes in scholarly discussion emerge. First, this research presents whiteness as an assumed and essential facet of Chav identity. When marginalising Chavs because of their “incorrect whiteness”, these works assign them a problematic and complex relationship with ethnicity and race. Second, Chav discourse has previously been discussed as a form of intense class-based abhorrence. Chavs, it would seem, are perceived as anomalous by their own class and those who deem themselves of a higher socioeconomic status. Finally, Chavs’ consumption choices are explored as amplifying such negative constructions of class and white ethnic identities, which are deemed as forming an undesirable aesthetic. This piece is not intended to debate whether or not Chav is a subculture, clubculture or neotribe. Although Greg Martin’s discussion around the similarities between historical subcultures and Chavs remains pertinent and convincing, this article discusses how young people labelled as Chavs are excluded on a variety of fronts. It draws a cross-disciplinary mapping of the Chav, providing the beginnings of a definition of a derogatory label, applied to young people marking them anomalous in British society.What Is a Chav?The word Chav became officially included in the English language in the UK in 2003, when it was inducted into the Oxford English Dictionary (OED). The current OED entry offers many points for further discussion, all centred upon a discriminatory positioning of Chav:chav, n. Etymology: Probably either < Romani čhavo unmarried Romani male, male Romani child (see chavvy n.), or shortened < either chavvy n. or its etymon Angloromani chavvy. Brit. slang (derogatory). In the United Kingdom (originally the south of England): a young person of a type characterized by brash and loutish behaviour and the wearing of designer-style clothes (esp. sportswear); usually with connotations of a low social status.Chav was adopted by British national media as a catch-all term encompassing regional variants. Many discussions have likened Chav to groups such as “Bogans” in Australia and “Trailer Trash” in the US. Websites such as UrbanDictionary and Chavscum have often, informally, defined Chav through a series of derogatory “backcronyms” such as Council Housed And Violent or Council House Associated Vermin, positioning it as a derogatory social label synonymous with notions of perceived criminality, poverty, poor taste, danger, fear, class, and whiteness.Chav came to real prominence in the early 2000s in mainstream British media, gaining visibility through television shows such as Shameless (2004-2013), Little Britain (2003-2006), and The Catherine Tate Show (2004-2009). The term exploded across the tabloid press, as noted by Antoinette Renouf in 2005. Extensive tabloid press coverage drove the phenomenon to front-page coverage in TIME magazine in 2008. Chavs were observed as often wearing Burberry check-patterned clothing. For the first time since its founding in 1856, and due to the extent of Chav’s negative media coverage, Burberry decided to largely remove its trademark check pattern between 2001 and 2014 from sale. Chavs in AcademiaThe rubric of the Chav did not emerge in academia with the same vigour as it did in popular media, failing to gain the visibility of previous youth social formations such as Punks, Mods, et al. Rather, there has been a modest but consistent number of academic publications discussing this subject: 1-3 publications per year, published between 2006-2015. Of the 22 academic texts explicitly addressing and discussing Chavs, none were published prior to 2006. Extensive searches on databases such as EBSCO, JSTOR and ProQuest, yielded no further academic publications on this subject since Joanne Heeney’s 2015 discussion of Chav and its relationship to contested conceptualisations of disability.From a review of the available literature, the following key thematic groupings run through the publications: Chavs’ embodiment of a "wrong" type of white identity; their embodiment of a "wrong" type of working-class identity; and finally, their depiction as flawed consumers. I will now discuss these groupings, and their implications for future research, in order to chart a multidisciplinary conceptualisation of the Chav. Ultimately, my discussion will evidence how "out of place" Chavs appear to be in terms of race and ethnicity, class, and consumption choices. Chavs as “Wrong” WhitesThe dividing practices (Foucault) evident in UK popular media and websites such as Urbandictionary in the early 2000s distinctly separated “hypervisible ‘filthy whites’” (Tyler) from the “respectable whiteness” of the British middle-class. As Imogen Tyler puts it, “the cumulative effect of this disgust is the blocking of the disenfranchised white poor from view; they are rendered invisible and incomprehensible”, a perspective revisited in relation to the "celebrity chav" by Tyler and Joe Bennett. In a wider discussion of ethnicity, segregation and discrimination, Colin Webster discusses Chav and “white trash”, within the context of discourses that criminalise certain forms of whiteness. The conspicuous absence of whiteness in debates regarding fair representation of ethnicity and exclusion is highlighted here, as is the difficulty that social sciences often encounter in conceptualising whiteness in terms exceeding privilege, superiority, power, and normality. Bennett discusses Chavspeak, as a language conceived as enacting combinations of well-known sociolinguistic stereotypes. Chavspeak derives from an amalgamation of Black English vernaculars, potentially identifying its speakers as "race traitors". Bennett's exploration of Chavs as turncoats towards their own whiteness places them in an anomalous position of exclusion, as “Other” white working-class people. A Google image search for Chav conducted on 8th July 2020 yielded, in 198 of the first 200 images, the pictures of white youth. In popular culture, Chavs are invariably white, as seen in shows such as Little Britain, The Catherine Tate Show and, arguably, also in Paul Abbott’s Shameless. There is no question, however, that whiteness is an assumed and essential facet of Chav identity. Explorations of class and consumption may help to clarify this muddy conceptualisation of ethnicity and Chavs. Chavs as “Wrong” Working ClassChav discourse has been discussed as addressing intense class-based abhorrence (Hayward and Yar; Tyler). Indeed, while focussing more upon the nexus between chavs, class, and masculinity, Anoop Nayak’s ethnographic approach identifies a clear distinction between “Charver kids” (a slang term for Chav found in the North-East of England) and “Real Geordies” (Geordie is a regional term identifying inhabitants from that same area, most specifically from Newcastle-upon-Tyne). Nayak identified Chavs as rough, violent and impoverished, against the respectable, skilled and upwardly mobile working-class embodied by the “Real Geordies” (825). Similar distinctions between different types of working classes appear in the work of Sumi Hollingworth and Katya Williams. In a study of white, middle-class students from English urban state comprehensive schools in Riverside and Norton, the authors found that “Chav comes to represent everything about whiteness that the middle-classes are not” (479). Here, Chav is discussed as a label that school-age children reserve for “others”, namely working-class peers who stand out because of their clothing, their behaviour, and their educational aspirations. Alterity is a concept reinforced by Bennett’s discussion of Chavspeak, as he remarks that “Chavs are other people, and Chavspeak is how other people talk” (8). The same position is echoed in Sarah Spencer, Judy Clegg, and Joy Stackhouse’s study of the interplay between language, social class, and education in younger generations. Chavspotting is the focus of Bennett’s exploration of lived class experiences. Here, the evocation of the Chav is seen as a way to reinforce and reproduce dominant rhetoric against the poor. Bennett discusses the ways in which websites such as Chavscum.com used towns, cities and shopping centres as ideal locations to practice Chav-spotting. What is evident, however, is that behind Chavspotting lies the need for recontextualisation of normalising social practices which involve identification of determinate social groups in social spaces. This finding is supported by the interviews conducted by Ken McCullock et al (548) who found the Chav label, along with its regional variant of Charva, to be an extension of these social practices of identification, as it was applied to people of lower socioeconomic status as a marker of difference: “Chav/Charva … it’s what more posh people use to try and describe thugs and that” (McCulloch et al., 552).The semi-structured interview data gathered by Spencer, Clegg, and Stackhouse reveals how the label of Chav trickled down from stereotypes in popular culture to the real-life experiences of school-aged children. Here, Chavs are likened by school children to animals, “the boys are like monkeys, and the girls are like squeaky squirrels who like to slap people if they even look at you” (136) and their language is defined as lacking complexity. It bears relevance that, in these interviews, children in middle-class areas are once again “othering” the Chav, applying the label to children from working-class areas. Heeney’s discussion of the Chav pivots around questions of class and race. This is particularly evident as she addresses the media contention surrounding glamour model Katie Price, and her receipt of disability welfare benefits for her son. Ethnicity and class are key in academic discussion of the Chav, and in this context they prove to be interwoven and inexorably slippery. Just as previous academic discussions surrounding ethnicity challenge assumptions around whiteness, privilege and discrimination, an equally labyrinthine picture is drawn on the relationship between class and the Chavs, and on the practices of exclusion and symbolic to which they are subject. Chavs as “Wrong” ConsumersKeith Hayward and Majid Yar’s much-cited work points to a rethinking of the underclass concept (Murray) through debates of social marginality and consumption practices. Unlike previous socio-cultural formations (subcultures), Chavs should not be viewed as the result of society choosing to “reject or invert mainstream aspirations or desires” but simply as “flawed” consumers (Hayward and Yar, 18). The authors remarked that the negative social construction and vilification of Chav can be attributed to “a set of narrow and seemingly irrational and un-aesthetic consumer choices” (18). Chavs are discussed as lacking in taste and/or educational/intelligence (cultural capital), and not in economic capital (Bourdieu): it is the former and not the latter that makes them the object of ridicule and scorn. Chav consumption choices are often regarded, and reported, as the wrong use of economic capital. Matthew Adams and Jayne Rainsborough also discuss the ways in which cultural sites of representation--newspapers, websites, television--achieve a level of uniformity in their portrayal of Chavs as out of place and continually framed as “wrong consumers", just as Nayak did. In their argument, they also note how Chavs have been intertextually represented as sites of bodily indiscretion in relation to behaviours, lifestyles and consumption choices. It is these flawed consumption choices that Paul Johnson discusses in relation to the complex ways in which the Chav stereotype, and their consumption choices, are both eroticised and subjected to a form of symbolic violence. Within this context, “Council chic” has been marketed and packaged towards gay men through themed club events, merchandise, sex lines and escort services. The signifiers of flawed consumption (branded sportswear, jewellery, etc), upon which much of the Chav-based subjugation is centred thus become a hook to promote and sell sexual services. As such, this process subjects Chavs to a form of symbolic violence, as their worth is fetishised, commodified, and further diminished in gay culture. The importance of consumption choices and, more specifically, of choices which are considered to be "wrong" adds one final piece to this map of the Chav (Mason and Wigley). What was already noted as discrimination towards Chavs centred upon notions of class, socioeconomic status, and, ethnicity, is amplified by emphasis on consumption choices deemed to be aesthetically undesirable. This all comes together through the “Othering” of a pattern of consumerist choices that encompasses branded clothes, sportswear and other garments typically labelled as "chavvy". Chav: Not Always a LabelIn spite of its rare occurrence in academic discourse on Chavs, it is worth noting here that not all scholarly discussions focus on the notion of Chav as assigned identity, as the work of Kehily, Nayak and Young clearly demonstrates.Kehily and Nayak’s performative approach to Chav adopts an urban ethnography approach to remark that, although these socio-economic-racial labels are felt as pejorative, they can be negotiated within immediate contexts to become less discriminatory and gain positive connotations of respectability in given situations. Indeed, such labels can be enacted as a transitional identity to be used and adopted intermittently. Chav remains an applied label, but a flexible label which can be negotiated and adapted. Robert Young challenges many established conceptualisations of Chav culture, paying particular attention to notions of class and self-identification. His study found that approximately 15% of his 3,000 fifteen-year old respondents, all based in the Glasgow area, self-identified as Chav or "Ned" (a Scottish variant of Chav). The cultural criminological approach taken by Young does not clearly specify what options were given to participants when selecting "Neds or popular" as self-identification. Young’s work is of real value in the discussion of Chav, since it constitutes the only example of self-identification as Chav (Ned); future work reasserting these findings is required for the debate to be continued in this direction. Conclusion: Marginalised on All Fronts?Have Chavs been ostracised for being the wrong type of white person? Much has been discussed around the problematic role of ethnicity in Chav culture. Indeed, many scholars have discussed how Chav adopted the language, dress and style of ethnic minority groups. This assimilation of non-white identities leaves the Chav stranded on two fronts: (1) they are marked as Other by predominantly white social groups and vilified as race/ethnicity traitors (Bennett, Chavspeak); (2) they stand apart from ethnic minority identities through a series of exaggerated and denigrated consumption choices – adopting a bricolage identity that defines them against other groups surrounding them. Are Chavs the wrong type of white, working-class consumer? We know from the seminal works of Dick Hebdige and Stuart Hall that subcultural styles can often convey a range of semiotic messages to the outside world. If one were to bear in mind the potentially isolated nature of those considered Chavs, one could see in their dress a consumption of "status" (McCulloch et al., 554). The adoption of a style predominantly consisting of expensive-looking branded clothes, highly-visible jewellery associated with an exaggerated sporting lifestyle, stands as a symbol of disposable income and physical prowess, a way of ‘fronting up’ to labels of poverty, criminality and lack of social and cultural capital.As my charting process comes to a conclusion, with the exclusion of the studies conducted by Young, Kehily and Nayak, Chav is solely discussed as an “Othering” label, vastly different from the self-determined identities of other youth subcultures. As a matter of fact, a number of studies portray the angry reactions to such labelling (Hollingworth and Williams; Bennett; Mason and Wigley). So are Chavs vilified because of their whiteness, their class, or their consumption choices? More likely, they are vilified because of a combination of all of the above. Therefore, we would not be mistaken in identifying Chavs as completely lacking in identity capital. 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