Journal articles on the topic 'Other built environment and design not elsewhere classified'

Upward trends in commuting duration and distance due to urban sprawl in the United States have raised concerns about the ensuing environmental, social and economic problems. Various urban planning approaches have been developed, hypothesizing that built environment variables such as density, diversity, design, distance to transit and destination accessibility contribute to reducing travel consumption. This study evaluates the impact of the built environment on commuting duration in Mecklenburg County, North Carolina, in two steps. First, the built environment is classified into four types of exurban, suburban, urban, and compact and transit-accessible development (CTAD). Second, the impact of built environment types on commuting duration is evaluated for 2000 and 2015 using spatial panel data models controlling for selection bias. Results show that CTAD areas have shorter commuting durations than other areas in 2015; however, the commuting duration in both CTAD and urban areas has increased over time. Given the multifaceted nature of urban transportation-built environment interactions and their importance for sustainable futures, this calls for further attention from urban researchers and planners to more comprehensively consider the various dimensions of this matter, with an explicit focus on the changing nature of urban environments.

This paper aims to demonstrate the conservation process of historic underground water access or Payab by proposing a multistage decision-making design in Gonabad city, northeast part of Iran. The Payab was in the center axis of a street in the proposed development of a new road which appeared to be against the new construction. The challenge was to develop the new road in the central axis without disturbing much the historic structure in the location. Hence, a request was made to keep both the new road and the historic Payab structure with a design solution. In order to tackle the design solution requested, a qualitative methodology was designed by way of site surveys, site documentation, graphical analysis and interviews. The findings of the research demonstrated contradicting opinions among the governors-laypeople, youngers-elders and males and females about the historic structure. Based on the findings, it was proposed that a protective shield, which aimed to conserve the historic structure under the weight of the new road is required, with a new entrance to be provided through an adjacent sidewalk to achieve consensus among those of diverse ideas. As a conclusion, conservation projects as demonstrated in this paper, like any other conservation projects elsewhere are faced with budget limitation, poor planning and the support it needed. As the historic structure has been part of the local built environment, the integration with other architectural elements in the context is of paramount importance to support the sustainability of the local built environment.

In many heavy industrialized countries such as China and India, the impact of air pollution on respiratory health has been headline news in recent years. Among the risk issues examined, exposure to particulate matter (PM) is cited as the prime contributing factor that causes respiratory diseases, yet it is traceable and controllable. In this paper, we report on an empirical study conducted in Shanghai, based on urban spatial determinants as independent variables to investigate its link to occurrence of lung cancer in their neighborhoods. A survey was conducted on a population of 472 lung cancer patients. After reliability and validity tests, only 156 pairs were included in this report. The questionnaire designed for this survey covers 11 outdoor and 6 indoor factors; these include the building density where they live, proximity to pollution sources, volume of traffic nearby, degree of enclosure by surrounding tall buildings, being residential or commercial with reference to their homes, proximity to parks, measured in terms of the plant type, green space per capita, accessibility to public open spaces for outdoor activities and water body; while parameters inside the house cover the age of the house, bedroom sizes, space per occupant, cooling-off time of taking up residency after renovation, humidity and dust inside the houses. Data collected were classified using random forest classification and further refined with Boruta algorithm for feature selection to identify possible correlation between risk of lung cancer to both outdoor and indoor factors of built environment. The results reveal a strong correlation between lung cancer and the environment where they live, so much so that the finding confirms our long-held belief that urban redevelopment could play an important role in reducing the risk of respiratory disease. Since prevention is better than cure, if by design to relocate pollution sources away from residential areas, provision of good public transportation to cut down vehicles on our streets, creation of green spaces to improve airflow pathway to deduce the concentration of PM in the atmosphere in our neighborhoods, we could perhaps reduce or even prevent lung cancer and a range of other respiratory diseases for the residents we served.

PurposeA better cooperation among all stakeholders working towards enhancing the disaster resilience of societies can only be achieved if the expectations or the needs of each stakeholder are understood. This study attempts to outline the needs of communities affected by disasters for the purpose of aligning the needs and skill requirements with the abilities of built environment professionals serving these communities. Therefore, the study aims to identify and describe community needs and skills requirements for enhancing disaster resilience. Design/methodology/approachThe study adopted literature review and semi-structured interviews. The semi-structured interviews were conducted with key members of some communities affected by disasters and with some of the professionals who participated in the restoration/reconstruction of those communities. Data obtained were analysed using NVivo 10. FindingsThe study revealed the current and emerging needs and skills of communities related to the built environment professionals from the viewpoint of enhancing disaster resilience. Thus, 29 classifications of skill and needs were derived and classified under five major disaster resilience dimensions to include social, economic, technological, environmental and institutional aspects. Research limitations/implicationsThis study focuses only of the needs and skills of the “community”, which is the major stakeholder that is basically the receiver of all that the other stakeholders of disaster resilience have to offer. Practical implicationsThis study would help the built environment professionals involved in disaster resilience to become aware of the specific needs and skills of the communities affected by disasters for the purpose of developing their competences. Originality/valueThe study findings would be useful for both the built environment professionals and higher education institutions. Because it is important for professionals to update and upgrade their knowledge towards enhancing their capabilities and meeting stakeholders’ expectations in a bid to enhance societal resilience to disasters across all domains of resilience.

The concept of digital twins is proposed as a new technology-led advancement to support the processes of the design, construction, and operation of built assets. Commonalities between the emerging definitions of digital twins describe them as digital or cyber environments that are bidirectionally-linked to their physical or real-life replica to enable simulation and data-centric decision making. Studies have started to investigate their role in the digitalization of asset delivery, including the management of built assets at different levels within the building and infrastructure sectors. However, questions persist regarding their actual applications and implementation challenges, including their integration with other digital technologies (i.e., building information modeling, virtual and augmented reality, Internet of Things, artificial intelligence, and cloud computing). Within the built environment context, this study seeks to analyze the definitions and characteristics of a digital twin, its interactions with other digital technologies used in built asset delivery and operation, and its applications and challenges. To achieve this aim, the research utilizes a thorough literature review and semi-structured interviews with ten industry experts. The literature review explores the merits and the relevance of digital twins relative to existing digital technologies and highlights potential applications and challenges for their implementation. The data from the semi-structured interviews are classified into five themes: definitions and enablers of digital twins, applications and benefits, implementation challenges, existing practical applications, and future development. The findings provide a point of departure for future research aimed at clarifying the relationship between digital twins and other digital technologies and their key implementation challenges.

Purpose The aim of this study is to propose solutions to ensure comfort conditions for users by taking advantage of the bioclimatic architecture. This could serve as a solution to the energy shortage problem. Design/methodology/approach In this context, 40 bioclimatic buildings located in Greece were analyzed. These bioclimatic buildings were classified according to their climatic zones, functions, parameters pertaining to the physical and built environment, and the passive methods used for heating, cooling and lighting. Findings The high share of residential buildings in the distribution of Greece’s bioclimatic buildings according to climatic zones can be attributed to the large number of users that residential buildings have when compared to other types of buildings. Among the physical environmental parameters, climatic parameters were found to be highly influential. Other parameters had less significant effects, depending on land conditions. Originality value This study revealed the importance of bioclimatic applications in creating energy-efficient buildings. It is also important in terms of setting an example for creating bioclimatic architectural profiles of other countries.

Purpose The development of Big Data and online searching engine provides a good opportunity for studying petition in China. This study has constructed a set of indices for predicting petitions in China by using online searching engines and further explored the predicting role of economic, environment and public life risk perception in various petitions. Design/methodology/approach Based on the study of Xue and Liu (2017), this research first re-classified offline petition by human and cluster analysis in terms of social risk perception and built online searching indices of the two sets of petition by using data from “Google Trend” and “Baidu Index.” Second, it analyzed the predicting effect of social risk perception on online searching indices of petition by using Granger causality analysis. Finally, this study integrated the results and selected significant paths from social risk perception to the two sets of petition. Findings The study found that the re-classification made by human was more appropriate than the categories made by cluster analysis in terms of social risk perception. For the two sets of petition, the correlations between offline petition and Baidu Index of petition were both more significant than that of Google index. Moreover, economic and finance and resource and environment risk perception had a significant predicting effect on more than one kind of online searching indices of petition. Originality/value The results have demonstrated the important role of economic issues in China on predicting petitions of the economic kind, as well as other kinds. They have also reflected the dominant social contradictions and their relationship in modern China.

Purpose – The purpose of this study was to investigated the importance of environmental attributes for office building adaptation and whether the importance of environmental attributes for adaptation has changed over time from 1998-2008 to 2009-2011. With 1-2 per cent added to the total stock of buildings each year and the need to take action to mitigate the impacts of predicted climate change (IPCC, 2013), it is necessary to focus efforts on adaptation of existing buildings. Design/methodology/approach – This research adopted a quantitative approach, using a database of office building attributes and applying principal component analysis to ascertain the respective importance of various building attributes in adaptation. Using two databases; the first dating from 1998 to 2008 and comprising 5,290 adaptation events and the second covering the period 2009 to 2011 and comprising 1,272 adaptation events, a comparison of results was undertaken. Findings – The findings indicate the importance of some environmental attributes in building adaptation has changed and that legislation and changes market perceptions towards to promote built environment sustainability may be having a positive impact. The research demonstrates that different property attributes vary in importance over time and used existing buildings in an international city to confirm application to urban settlements elsewhere where existing buildings can be adapted to reduce the effect of climate change. Research limitations/implications – The databases are limited to Melbourne, Australia and to these specific points in time. It is possible that other cities are seeing changes in adaptation practices to accommodate increased awareness and the growing importance attributed to environmental issues; however, additional studies would be required to ascertain whether the level of importance was stronger or weaker than that found in Melbourne. Practical implications – The impacts of the mandatory The National Australian Built Environment Rating System energy rating tool and the Green Star voluntary tool provide actionable data for property stakeholders and the academic community. Policy-makers can see that building owners are integrating environmental attributes into their stock and that the market is shifting towards increased sustainability. This study uses real world data to feed the scholarship process, with real economic and commercial impacts. New buildings account for about 1-2 per cent of the total building stock annually and existing buildings must be adapted, and thus the questions of the success of voluntary or mandatory measures are essential to future environmental decision-making. Originality/value – This research reports on data covering all office building adaptation conducted from 1998 to 2011 in the Melbourne CBD. As such, it is a comprehensive analysis of all works undertaken and how the significance of different physical, social, economic and environmental attributes is changing over time.

Thematic entertainment complexes are an extremely wide field in which various projects are built. From religious buildings and museums to dinosaur parks and thematic complexes dedicated to cinema. At the moment, TEC do not have a typology. They cannot be classified and systematized. The breadth of topics, sizes, target audiences and placement options is so great that one letter can not describe it. Therefore, it was decided to develop such a system. This will allow us to compare, at first glance, not comparative things, but in conjunction with the final table of the article "Analysis of psychological preconditions for the formation of TEC using the Maslow Pyramid" [2], we can analyze, evaluate, rate and compare different thematic entertainment complexes. The purpose of the study is to analyze the existing methods of typology of thematic entertainment complexes. Identify those items by which you can still classify thematic entertainment complexes. Develop a graphic display for each item and assemble it into a single, compact scheme for easy reading and placement in the design of the architectural environment. Then let's analyze the real thematic entertainment complex. For example, take Disneyland Paris, as the brightest representative of this type of building. The scientific novelty of the study is that we will form a typological system that will allow in a compact version to encrypt all the features of the thematic entertainment complex. Its size, location, topic, purpose, target audience, etc. As a result, we get a method of analysis of thematic entertainment complexes, which will allow you to quickly analyze thematic entertainment complexes, compare them with each other and more clearly structure existing and future complexes. It will also help the end visitor to immediately understand exactly where he spent and what to expect from the institution.

Environments containing significant concentration of NaCl such as salt lakes harbor extremophiles microorganisms which have a great biotechnology interest. To explore the diversity of Bacteria in Chott Tinsilt (Algeria), an isolation program was performed. Water samples were collected from the saltern during the pre-salt harvesting phase. This Chott is high in salt (22.47% (w/v). Seven halophiles Bacteria were selected for further characterization. The isolated strains were able to grow optimally in media with 10–25% (w/v) total salts. Molecular identification of the isolates was performed by sequencing the 16S rRNA gene. It showed that these cultured isolates included members belonging to the Halomonas, Staphylococcus, Salinivibrio, Planococcus and Halobacillus genera with less than 98% of similarity with their closest phylogenetic relative. The halophilic bacterial isolates were also characterized for the production of biosurfactant and industrially important enzymes. Most isolates produced hydrolases and biosurfactants at high salt concentration. In fact, this is the first report on bacterial strains (A4 and B4) which were a good biosurfactant and coagulase producer at 20% and 25% ((w/v)) NaCl. In addition, the biosurfactant produced by the strain B4 at high salinity (25%) was also stable at high temperature (30-100°C) and high alkalinity (pH 11).Key word: Salt Lake, Bacteria, biosurfactant, Chott, halophiles, hydrolases, 16S rRNAINTRODUCTIONSaline lakes cover approximately 10% of the Earth’s surface area. The microbial populations of many hypersaline environments have already been studied in different geographical regions such as Great Salt Lake (USA), Dead Sea (Israel), Wadi Natrun Lake (Egypt), Lake Magadi (Kenya), Soda Lake (Antarctica) and Big Soda Lake and Mono Lake (California). Hypersaline regions differ from each other in terms of geographical location, salt concentration and chemical composition, which determine the nature of inhabitant microorganisms (Gupta et al., 2015). Then low taxonomic diversity is common to all these saline environments (Oren et al., 1993). Halophiles are found in nearly all major microbial clades, including prokaryotic (Bacteria and Archaea) and eukaryotic forms (DasSarma and Arora, 2001). They are classified as slight halophiles when they grow optimally at 0.2–0.85 M (2–5%) NaCl, as moderate halophiles when they grow at 0.85–3.4 M (5–20%) NaCl, and as extreme halophiles when they grow at 3.4–5.1 M (20–30%) NaCl. Hyper saline environments are inhabited by extremely halophilic and halotolerant microorganisms such as Halobacillus sp, Halobacterium sp., Haloarcula sp., Salinibacter ruber , Haloferax sp and Bacillus spp. (Solomon and Viswalingam, 2013). There is a tremendous demand for halophilic bacteria due to their biotechnological importance as sources of halophilic enzymes. Enzymes derived from halophiles are endowed with unique structural features and catalytic power to sustain the metabolic and physiological processes under high salt conditions. Some of these enzymes have been reported to be active and stable under more than one extreme condition (Karan and Khare, 2010). Applications are being considered in a range of industries such as food processing, washing, biosynthetic processes and environmental bioremediation. Halophilic proteases are widely used in the detergent and food industries (DasSarma and Arora, 2001). However, esterases and lipases have also been useful in laundry detergents for the removal of oil stains and are widely used as biocatalysts because of their ability to produce pure compounds. Likewise, amylases are used industrially in the first step of the production of high fructose corn syrup (hydrolysis of corn starch). They are also used in the textile industry in the de-sizing process and added to laundry detergents. Furthermore, for the environmental applications, the use of halophiles for bioremediation and biodegradation of various materials from industrial effluents to soil contaminants and accidental spills are being widely explored. In addition to enzymes, halophilic / halotolerants microorganisms living in saline environments, offer another potential applications in various fields of biotechnology like the production of biosurfactant. Biosurfactants are amphiphilic compounds synthesized from plants and microorganisms. They reduce surface tension and interfacial tension between individual molecules at the surface and interface respectively (Akbari et al., 2018). Comparing to the chemical surfactant, biosurfactant are promising alternative molecules due to their low toxicity, high biodegradability, environmental capability, mild production conditions, lower critical micelle concentration, higher selectivity, availability of resources and ability to function in wide ranges of pH, temperature and salinity (Rocha et al., 1992). They are used in various industries which include pharmaceuticals, petroleum, food, detergents, cosmetics, paints, paper products and water treatment (Akbari et al., 2018). The search for biosurfactants in extremophiles is particularly promising since these biomolecules can adapt and be stable in the harsh environments in which they are to be applied in biotechnology.OBJECTIVESEastern Algeria features numerous ecosystems including hypersaline environments, which are an important source of salt for food. The microbial diversity in Chott Tinsilt, a shallow Salt Lake with more than 200g/L salt concentration and a superficies of 2.154 Ha, has never yet been studied. The purpose of this research was to chemically analyse water samples collected from the Chott, isolate novel extremely or moderate halophilic Bacteria, and examine their phenotypic and phylogenetic characteristics with a view to screening for biosurfactants and enzymes of industrial interest.MATERIALS AND METHODSStudy area: The area is at 5 km of the Commune of Souk-Naâmane and 17 km in the South of the town of Aïn-Melila. This area skirts the trunk road 3 serving Constantine and Batna and the railway Constantine-Biskra. It is part the administrative jurisdiction of the Wilaya of Oum El Bouaghi. The Chott belongs to the wetlands of the High Plains of Constantine with a depth varying rather regularly without never exceeding 0.5 meter. Its length extends on 4 km with a width of 2.5 km (figure 1).Water samples and physico-chemical analysis: In February 2013, water samples were collected from various places at the Chott Tinsilt using Global Positioning System (GPS) coordinates of 35°53’14” N lat. and 06°28’44”E long. Samples were collected randomly in sterile polythene bags and transported immediately to the laboratory for isolation of halophilic microorganisms. All samples were treated within 24 h after collection. Temperature, pH and salinity were measured in situ using a multi-parameter probe (Hanna Instruments, Smithfield, RI, USA). The analytical methods used in this study to measure ions concentration (Ca2+, Mg2+, Fe2+, Na+, K+, Cl−, HCO3−, SO42−) were based on 4500-S-2 F standard methods described elsewhere (Association et al., 1920).Isolation of halophilic bacteria from water sample: The media (M1) used in the present study contain (g/L): 2.0 g of KCl, 100.0/200.0 g of NaCl, 1.0 g of MgSO4.7HO2, 3.0 g of Sodium Citrate, 0.36 g of MnCl2, 10.0 g of yeast extract and 15.0 g agar. The pH was adjusted to 8.0. Different dilutions of water samples were added to the above medium and incubated at 30°C during 2–7 days or more depending on growth. Appearance and growth of halophilic bacteria were monitored regularly. The growth was diluted 10 times and plated on complete medium agar (g/L): glucose 10.0; peptone 5.0; yeast extract 5.0; KH2PO4 5.0; agar 30.0; and NaCl 100.0/200.0. Resultant colonies were purified by repeated streaking on complete media agar. The pure cultures were preserved in 20% glycerol vials and stored at −80°C for long-term preservation.Biochemical characterisation of halophilic bacterial isolates: Bacterial isolates were studied for Gram’s reaction, cell morphology and pigmentation. Enzymatic assays (catalase, oxidase, nitrate reductase and urease), and assays for fermentation of lactose and mannitol were done as described by Smibert (1994).Optimization of growth conditions: Temperature, pH, and salt concentration were optimized for the growth of halophilic bacterial isolates. These growth parameters were studied quantitatively by growing the bacterial isolates in M1 medium with shaking at 200 rpm and measuring the cell density at 600 nm after 8 days of incubation. To study the effect of NaCl on the growth, bacterial isolates were inoculated on M1 medium supplemented with different concentration of NaCl: 1%-35% (w/v). The effect of pH on the growth of halophilic bacterial strains was studied by inoculating isolates on above described growth media containing NaCl and adjusted to acidic pH of 5 and 6 by using 1N HCl and alkaline pH of 8, 9, 10, 11 and 12 using 5N NaOH. The effect of temperature was studied by culturing the bacterial isolates in M1 medium at different temperatures of incubation (4°C–55°C).Screening of halophilic bacteria for hydrolytic enzymes: Hydrolase producing bacteria among the isolates were screened by plate assay on starch, tributyrin, gelatin and DNA agar plates respectively for amylase, lipase, protease and DNAse activities. Amylolytic activity of the cultures was screened on starch nutrient agar plates containing g/L: starch 10.0; peptone 5.0; yeast extract 3.0; agar 30.0; NaCl 100.0/250.0. The pH was 7.0. After incubation at 30 ºC for 7 days, the zone of clearance was determined by flooding the plates with iodine solution. The potential amylase producers were selected based on ratio of zone of clearance diameter to colony diameter. Lipase activity of the cultures was screened on tributyrin nutrient agar plates containing 1% (v/v) of tributyrin. Isolates that showed clear zones of tributyrin hydrolysis were identified as lipase producing bacteria. Proteolytic activity of the isolates was similarly screened on gelatin nutrient agar plates containing 10.0 g/L of gelatin. The isolates showing zones of gelatin clearance upon treatment with acidic mercuric chloride were selected and designated as protease producing bacteria. The presence of DNAse activity on plates was determined on DNAse test agar (BBL) containing 10%-25% (w/v) total salt. After incubation for 7days, the plates were flooded with 1N HCl solution. Clear halos around the colonies indicated DNAse activity (Jeffries et al., 1957).Milk clotting activity (coagulase activity) of the isolates was also determined following the procedure described (Berridge, 1952). Skim milk powder was reconstituted in 10 mM aqueous CaCl2 (pH 6.5) to a final concentration of 0.12 kg/L. Enzyme extracts were added at a rate of 0.1 mL per mL of milk. The coagulation point was determined by manual rotating of the test tube periodically, at short time intervals, and checking for visible clot formation.Screening of halophilic bacteria for biosurfactant production. Oil spread Assay: The Petridis base was filled with 50 mL of distilled water. On the water surface, 20μL of diesel and 10μl of culture were added respectively. The culture was introduced at different spots on the diesel, which is coated on the water surface. The occurrence of a clear zone was an indicator of positive result (Morikawa et al., 2000). The diameter of the oil expelling circles was measured by slide caliber (with a degree of accuracy of 0.02 mm).Surface tension and emulsification index (E24): Isolates were cultivated at 30 °C for 7 days on the enrichment medium containing 10-25% NaCl and diesel oil as the sole carbon source. The medium was centrifuged (7000 rpm for 20 min) and the surface tension of the cell-free culture broth was measured with a TS90000 surface tensiometer (Nima, Coventry, England) as a qualitative indicator of biosurfactant production. The culture broth was collected with a Pasteur pipette to remove the non-emulsified hydrocarbons. The emulsifying capacity was evaluated by an emulsification index (E24). The E24 of culture samples was determined by adding 2 mL of diesel oil to the same amount of culture, mixed for 2 min with a vortex, and allowed to stand for 24 h. E24 index is defined as the percentage of height of emulsified layer (mm) divided by the total height of the liquid column (mm).Biosurfactant stability studies : After growth on diesel oil as sole source of carbone, cultures supernatant obtained after centrifugation at 6,000 rpm for 15 min were considered as the source of crude biosurfactant. Its stability was determined by subjecting the culture supernatant to various temperature ranges (30, 40, 50, 60, 70, 80 and 100 °C) for 30 min then cooled to room temperature. Similarly, the effect of different pH (2–11) on the activity of the biosurfactant was tested. The activity of the biosurfactant was investigated by measuring the emulsification index (El-Sersy, 2012).Molecular identification of potential strains. DNA extraction and PCR amplification of 16S rDNA: Total cellular DNA was extracted from strains and purified as described by Sambrook et al. (1989). DNA was purified using Geneclean® Turbo (Q-BIO gene, Carlsbad, CA, USA) before use as a template in polymerase chain reaction (PCR) amplification. For the 16S rDNA gene sequence, the purified DNA was amplified using a universal primer set, forward primer (27f; 5′-AGA GTT TGA TCM TGG CTC AG) and a reverse primer (1492r; 5′-TAC GGY TAC CTT GTT ACG ACT T) (Lane, 1991). Agarose gel electrophoresis confirmed the amplification product as a 1400-bp DNA fragment.16S rDNA sequencing and Phylogenic analysis: Amplicons generated using primer pair 27f-1492r was sequenced using an automatic sequencer system at Macrogene Company (Seoul, Korea). The sequences were compared with those of the NCBI BLAST GenBank nucleotide sequence databases. Phylogenetic trees were constructed by the neighbor-joining method using MEGA version 5.05 software (Tamura et al., 2011). Bootstrap resembling analysis for 1,000 replicates was performed to estimate the confidence of tree topologies.Nucleotide sequence accession numbers: The nucleotide sequences reported in this work have been deposited in the EMBL Nucleotide Sequence Database. The accession numbers are represented in table 5.Statistics: All experiments were conducted in triplicates. Results were evaluated for statistical significance using ANOVA.RESULTSPhysico-chemical parameters of the collected water samples: The physicochemical properties of the collected water samples are reported in table 1. At the time of sampling, the temperature was 10.6°C and pH 7.89. The salinity of the sample, as determined in situ, was 224.70 g/L (22,47% (w/v)). Chemical analysis of water sample indicated that Na +and Cl- were the most abundant ions (table 1). SO4-2 and Mg+2 was present in much smaller amounts compared to Na +and Cl- concentration. Low levels of calcium, potassium and bicarbonate were also detected, often at less than 1 g/L.Characterization of isolates. Morphological and biochemical characteristic feature of halophilic bacterial isolates: Among 52 strains isolated from water of Chott Tinsilt, seven distinct bacteria (A1, A2, A3, A4, B1, B4 and B5) were chosen for further characterization (table 2). The colour of the isolates varied from beige, pale yellow, yellowish and orange. The bacterial isolates A1, A2, A4, B1 and B5 were rod shaped and gram negative (except B5), whereas A3 and B4 were cocci and gram positive. All strains were oxidase and catalase positive except for B1. Nitrate reductase and urease activities were observed in all the bacterial isolates, except B4. All the bacterial isolates were negative for H2S formation. B5 was the only strain positive for mannitol fermentation (table 2).We isolated halophilic bacteria on growth medium with NaCl supplementation at pH 7 and temperature of 30°C. We studied the effect of NaCl, temperature and pH on the growth of bacterial isolates. All the isolates exhibited growth only in the presence of NaCl indicating that these strains are halophilic. The optimum growth of isolates A3 and B1 was observed in the presence of 10% NaCl, whereas it was 15% NaCl for A1, A2 and B5. A4 and B4 showed optimum growth in the presence of 20% and 25% NaCl respectively. A4, B4 and B5 strains can tolerate up to 35% NaCl.The isolate B1 showed growth in medium supplemented with 10% NaCl and pH range of 7–10. The optimum pH for the growth B1 was 9 and they did not show any detectable growth at or below pH 6 (table 2), which indicates the alkaliphilic nature of B1 isolate. The bacterial isolates A1, A2 and A4 exhibited growth in the range of pH 6–10, while A3 and B4 did not show any growth at pH greater than 8. The optimum pH for growth of all strains (except B1) was pH 7.0 (table 2). These results indicate that A1, A2, A3, A4, B4 and B5 are neutrophilic in nature. All the bacterial isolates exhibited optimal growth at 30°C and no detectable growth at 55°C. Also, detectable growth of isolates A1, A2 and A4 was observed at 4°C. However, none of the bacterial strains could grow below 4°C and above 50°C (table 2).Screening of the halophilic enzymes: To characterize the diversity of halophiles able to produce hydrolytic enzymes among the population of microorganisms inhabiting the hypersaline habitats of East Algeria (Chott Tinsilt), a screening was performed. As described in Materials and Methods, samples were plated on solid media containing 10%-25% (w/v) of total salts and different substrates for the detection of amylase, protease, lipase and DNAse activities. However, coagulase activity was determined in liquid medium using milk as substrate (figure 3). Distributions of hydrolytic activity among the isolates are summarized in table 4.From the seven bacterial isolates, four strains A1, A2, A4 and B5 showed combined hydrolytic activities. They were positive for gelatinase, lipase and coagulase. A3 strain showed gelatinase and lipase activities. DNAse activities were detected with A1, A4, B1 and B5 isolates. B4 presented lipase and coagulase activity. Surprisingly, no amylase activity was detected among all the isolates.Screening for biosurfactant producing isolates: Oil spread assay: The results showed that all the strains could produce notable (>4 cm diameter) oil expelling circles (ranging from 4.11 cm to 4.67 cm). The average diameter for strain B5 was 4.67 cm, significantly (P < 0.05) higher than for the other strains.Surface tension and emulsification index (E24): The assimilation of hydrocarbons as the sole sources of carbon by the isolate strains led to the production of biosurfactants indicated by the emulsification index and the lowering of the surface tension of cell-free supernatant. Based on rapid growth on media containing diesel oil as sole carbon source, the seven isolates were tested for biosurfactant production and emulsification activity. The obtained values of the surface tension measurements as well as the emulsification index (E24) are shown in table 3. The highest reduction of surface tension was achieved with B5 and A3 isolates with values of 25.3 mN m−1 and 28.1 mN m−1 respectively. The emulsifying capacity evaluated by the E24 emulsification index was highest in the culture of isolate B4 (78%), B5 (77%) and A3 (76%) as shown in table 3 and figure 2. These emulsions were stable even after 4 months. The bacteria with emulsification indices higher than 50 % and/or reduction in the surface tension (under 30 mN/m) have been defined as potential biosurfactant producers. Based on surface tension and the E24 index results, isolates B5, B4, A3 and A4 are the best candidates for biosurfactant production. It is important to note that, strains B4 and A4 produce biosurfactant in medium containing respectively 25% and 20% (w/v) NaCl.Stability of biosurfactant activities: The applicability of biosurfactants in several biotechnological fields depends on their stability at different environmental conditions (temperatures, pH and NaCl). For this study, the strain B4 appear very interesting (It can produce biosurfactant at 25 % NaCl) and was choosen for futher analysis for biosurfactant stability. The effects of temperature and pH on the biosurfactant production by the strain B4 are shown in figure 4.biosurfactant in medium containing respectively 25% and 20% (w/v) NaCl.Stability of biosurfactant activities: The applicability of biosurfactants in several biotechnological fields depends on their stability at different environmental conditions (temperatures, pH and NaCl). For this study, the strain B4 appear very interesting (It can produce biosurfactant at 25 % NaCl) and was chosen for further analysis for biosurfactant stability. The effects of temperature and pH on the biosurfactant production by the strain B4 are shown in figure 4. The biosurfactant produced by this strain was shown to be thermostable giving an E-24 Index value greater than 78% (figure 4A). Heating of the biosurfactant to 100 °C caused no significant effect on the biosurfactant performance. Therefore, the surface activity of the crude biosurfactant supernatant remained relatively stable to pH changes between pH 6 and 11. At pH 11, the value of E24 showed almost 76% activity, whereas below pH 6 the activity was decreased up to 40% (figure 4A). The decreases of the emulsification activity by decreasing the pH value from basic to an acidic region; may be due to partial precipitation of the biosurfactant. This result indicated that biosurfactant produced by strain B4 show higher stability at alkaline than in acidic conditions.Molecular identification and phylogenies of potential isolates: To identify halophilic bacterial isolates, the 16S rDNA gene was amplified using gene-specific primers. A PCR product of ≈ 1.3 kb was detected in all the seven isolates. The 16S rDNA amplicons of each bacterial isolate was sequenced on both strands using 27F and 1492R primers. The complete nucleotide sequence of 1336,1374, 1377,1313, 1305,1308 and 1273 bp sequences were obtained from A1, A2, A3, A4, B1, B4 and B5 isolates respectively, and subjected to BLAST analysis. The 16S rDNA sequence analysis showed that the isolated strains belong to the genera Halomonas, Staphylococcus, Salinivibrio, Planococcus and Halobacillus as shown in table 5. The halophilic isolates A2 and A4 showed 97% similarity with the Halomonas variabilis strain GSP3 (accession no. AY505527) and the Halomonas sp. M59 (accession no. AM229319), respectively. As for A1, it showed 96% similarity with the Halomonas venusta strain GSP24 (accession no. AY553074). B1 and B4 showed for their part 96% similarity with the Salinivibrio costicola subsp. alcaliphilus strain 18AG DSM4743 (accession no. NR_042255) and the Planococcus citreus (accession no. JX122551), respectively. The bacterial isolate B5 showed 98% sequence similarity with the Halobacillus trueperi (accession no. HG931926), As for A3, it showed only 95% similarity with the Staphylococcus arlettae (accession no. KR047785). The 16S rDNA nucleotide sequences of all the seven halophilic bacterial strains have been submitted to the NCBI GenBank database under the accession number presented in table 5. The phylogenetic association of the isolates is shown in figure 5.DICUSSIONThe physicochemical properties of the collected water samples indicated that this water was relatively neutral (pH 7.89) similar to the Dead Sea and the Great Salt Lake (USA) and in contrast to the more basic lakes such as Lake Wadi Natrun (Egypt) (pH 11) and El Golea Salt Lake (Algeria) (pH 9). The salinity of the sample was 224.70 g/L (22,47% (w/v). This range of salinity (20-30%) for Chott Tinsilt is comparable to a number of well characterized hypersaline ecosystems including both natural and man-made habitats, such as the Great Salt Lake (USA) and solar salterns of Puerto Rico. Thus, Chott Tinsilt is a hypersaline environment, i.e. environments with salt concentrations well above that of seawater. Chemical analysis of water sample indicated that Na +and Cl- were the most abundant ions, as in most hypersaline ecosystems (with some exceptions such as the Dead Sea). These chemical water characteristics were consistent with the previously reported data in other hypersaline ecosystems (DasSarma and Arora, 2001; Oren, 2002; Hacěne et al., 2004). Among 52 strains isolated from this Chott, seven distinct bacteria (A1, A2, A3, A4, B1, B4 and B5) were chosen for phenotypique, genotypique and phylogenetique characterization.The 16S rDNA sequence analysis showed that the isolated strains belong to the genera Halomonas, Staphylococcus, Salinivibrio, Planococcus and Halobacillus. Genera obtained in the present study are commonly occurring in various saline habitats across the globe. Staphylococci have the ability to grow in a wide range of salt concentrations (Graham and Wilkinson, 1992; Morikawa et al., 2009; Roohi et al., 2014). For example, in Pakistan, Staphylococcus strains were isolated from various salt samples during the study conducted by Roohi et al. (2014) and these results agreed with previous reports. Halomonas, halophilic and/or halotolerant Gram-negative bacteria are typically found in saline environments (Kim et al., 2013). The presence of Planococcus and Halobacillus has been reported in studies about hypersaline lakes; like La Sal del Rey (USA) (Phillips et al., 2012) and Great Salt Lake (Spring et al., 1996), respectively. The Salinivibrio costicola was a representative model for studies on osmoregulatory and other physiological mechanisms of moderately halophilic bacteria (Oren, 2006).However, it is interesting to note that all strains shared less than 98.7% identity (the usual species cut-off proposed by Yarza et al. (2014) with their closest phylogenetic relative, suggesting that they could be considered as new species. Phenotypic, genetic and phylogenetic analyses have been suggested for the complete identification of these strains. Theses bacterial strains were tested for the production of industrially important enzymes (Amylase, protease, lipase, DNAse and coagulase). These isolates are good candidates as sources of novel enzymes with biotechnological potential as they can be used in different industrial processes at high salt concentration (up to 25% NaCl for B4). Prominent amylase, lipase, protease and DNAase activities have been reported from different hypersaline environments across the globe; e.g., Spain (Sánchez‐Porro et al., 2003), Iran (Rohban et al., 2009), Tunisia (Baati et al., 2010) and India (Gupta et al., 2016). However, to the best of our knowledge, the coagulase activity has never been detected in extreme halophilic bacteria. Isolation and characterization of crude enzymes (especially coagulase) to investigate their properties and stability are in progress.The finding of novel enzymes with optimal activities at various ranges of salt concentrations is of great importance. Besides being intrinsically stable and active at high salt concentrations, halophilic and halotolerant enzymes offer great opportunities in biotechnological applications, such as environmental bioremediation (marine, oilfiel) and food processing. The bacterial isolates were also characterized for production of biosurfactants by oil-spread assay, measurement of surface tension and emulsification index (E24). There are few reports on biosurfactant producers in hypersaline environments and in recent years, there has been a greater increase in interest and importance in halophilic bacteria for biomolecules (Donio et al., 2013; Sarafin et al., 2014). Halophiles, which have a unique lipid composition, may have an important role to play as surface-active agents. The archae bacterial ether-linked phytanyl membrane lipid of the extremely halophilic bacteria has been shown to have surfactant properties (Post and Collins, 1982). Yakimov et al. (1995) reported the production of biosurfactant by a halotolerant Bacillus licheniformis strain BAS 50 which was able to produce a lipopeptide surfactant when cultured at salinities up to 13% NaCl. From solar salt, Halomonas sp. BS4 and Kocuria marina BS-15 were found to be able to produce biosurfactant when cultured at salinities of 8% and 10% NaCl respectively (Donio et al., 2013; Sarafin et al., 2014). In the present work, strains B4 and A4 produce biosurfactant in medium containing respectively 25% and 20% NaCl. To our knowledge, this is the first report on biosurfactant production by bacteria under such salt concentration. Biosurfactants have a wide variety of industrial and environmental applications (Akbari et al., 2018) but their applicability depends on their stability at different environmental conditions. The strain B4 which can produce biosurfactant at 25% NaCl showed good stability in alkaline pH and at a temperature range of 30°C-100°C. Due to the enormous utilization of biosurfactant in detergent manufacture the choice of alkaline biosurfactant is researched (Elazzazy et al., 2015). On the other hand, the interesting finding was the thermostability of the produced biosurfactant even after heat treatment (100°C for 30 min) which suggests the use of this biosurfactant in industries where heating is of a paramount importance (Khopade et al., 2012). To date, more attention has been focused on biosurfactant producing bacteria under extreme conditions for industrial and commercial usefulness. In fact, the biosurfactant produce by strain B4 have promising usefulness in pharmaceutical, cosmetics and food industries and for bioremediation in marine environment and Microbial enhanced oil recovery (MEOR) where the salinity, temperature and pH are high.CONCLUSIONThis is the first study on the culturable halophilic bacteria community inhabiting Chott Tinsilt in Eastern Algeria. Different genera of halotolerant bacteria with different phylogeneticaly characteristics have been isolated from this Chott. Culturing of bacteria and their molecular analysis provides an opportunity to have a wide range of cultured microorganisms from extreme habitats like hypersaline environments. Enzymes produced by halophilic bacteria show interesting properties like their ability to remain functional in extreme conditions, such as high temperatures, wide range of pH, and high salt concentrations. 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Changes in the built environment are inevitable due to diversity in human needs over time and it is suggested by scientists to consider flexibility and adaptability under concept of Open Building Systems (OBS) to mitigate impacts on environment and to satisfy the end-user. However, conventional methods are still common due to the lack of knowledge in OBS, resistance to change, monopoly of conventional building material manufacturing, insufficient legislations and lack of awareness of end-users. This study initially aimed to identify the significant factors of OBS concept that positively influence the construction industry of Malaysia and to verify the factors based on expert’s view and ultimately to develop a conceptual framework. Both quantitative and qualitative research methods was employed to achieve these objectives including a comprehensive literature review on OBS to identify the main factors before verifying them by experts’ perspective through Delphi method and developing the conceptual framework through ANP decision-making methods. This research was done specifically for construction industry in Malaysia but it has contributions in similar methods worldwide. Outcome of the literature review signifies 48 factors. These factors were later verified by selected experts of the area and the result revealed that 44 factors were confirmed and classified under 8 main clusters. The findings show that “design for change” is the main influential variant among the main clusters followed by “standardization”, “manufacturing of OBS components”, “level of decision-making”, “theory of level”, “end-user oriented design”, “enhanced post construction maintenance”, “level of independency of building systems and subsystems”, and “OBS factors influencing sustainability development”. The main category of “design for change” includes the most influential factors such as “design for adaptability”, design for flexibility”, “design for generality”, “design for assembly”, “design for disassembly”, and “design based on service life span”. Some other significant sub factors include “modular coordination”, “identifying level of decision-making”, “end-user involvement”, “identifying ordering principles”, and “replace-ability”. This research will help practitioners in the construction industry to implement Open Building concept to achieve more adaptable Built Environment.

The risk of viral transmission in the built environment is a matter of concern in the era of the novel coronavirus pandemic, for most of society, given that humans spent the majority of their time indoors. For pharmaceuticals and healthcare, there is an additional concern about working in cleanrooms and the degree to which protective measures are appropriate. With cleanrooms, an important concern is with the efficacy of HEPA filters. This article looks at the risks stemming from SARS-CoV-2 and applies these to the cleanroom context. The article concludes that the cleanroom environment does not contribute to the risk of viral transmission, and certain design aspects can, in fact, reduce the risk compared with other built environments. Characteristics of the novel coronavirus Coronaviruses (CoV) are a large family of viruses that cause illness ranging from the common cold to more severe diseases such as Middle East Respiratory Syndrome (MERS-CoV) and SARS-CoV). Coronaviruses are zoonotic, meaning they can be transmitted between animals and people ¹. Coronaviruses are classified as RNA ‘enveloped’ viruses, whereas viruses such as rotavirus, or poliovirus are termed non-enveloped. Enveloped viruses have an envelope or outer coating which is needed by the virus to help it attach to the host cell. If this outer coating is destroyed, for example by a disinfectant, the virus cannot survive. The mode of transmission for enveloped viruses is characterized by the specific virus; however, the most common routes are via indirect or direct contact of infectious virus particles, contact with or inhalation of respiratory droplets ². The specific coronavirus of concern is SARS-CoV-2, with SARS standing for ‘severe acute respiratory syndrome’ and CoV representing ‘coronavirus’. The associated respiratory disease is termed COVID-19 (to represent ‘coronavirus disease 2019). This particular virus can cause severe respiratory disease because cells in the lung are damaged and no longer able to transport oxygen into the bloodstream. Some symptoms of disease such as fever and fatigue result from the activities of the immune system trying to eliminate the infection from the body. Heat (fever) inactivates viruses and fatigue results from the high energy demands of the immune system fighting the virus ³.

PurposeHeating, ventilation and air-conditioning (HVAC) systems account for approximately half of all energy usage in the operational phase of a building's lifecycle. The disproportionate amount of energy usage in HVAC systems against other utilities within buildings has proved a huge cause for alarm, as this practice contributes significantly to global warming and climate change. This paper reviews the status and current trends of energy consumption associated with HVAC systems with the aim of interrogating energy efficiency practices for improving HVAC systems' consumption in buildings in the context of developing countries.Design/methodology/approachThe study relied predominantly on secondary data by analysing the relevant body of literature and proposing conceptual insights regarding best practices for improving the energy efficiency of HVAC systems in buildings. The systematic review of the literature (SLR) was aided by the PRISMA guiding principle. Content analysis technique was adopted to examine germane scholarly articles and finally grouped them into themes.FindingsBased on the SLR, measures for enhancing the energy efficiency of HVAC systems in buildings were classified based on economic considerations ranging from low-cost measures such as the cost of tuning the system, installing zonal control systems, adopting building integrated greenery systems and passive solar designs to major approaches such as HVAC smart technologies for energy management which have multi-year pay-back periods. Further, it was established that practices to improve energy efficiency in buildings range from integrated greening system into buildings to HVAC system which are human-centred and controlled to meet human modalities.Practical implicationsThere is a need to incorporate these energy efficiency practices into building regulations or codes so that built environment professionals would have a framework within which to design their buildings to be energy efficient. This energy efficient solution may serve as a prerequisite for newly constructed buildings.Originality/valueTo this end, the authors develop an integrated optimization conceptual framework mimicking energy efficiency options that may complement HVAC systems operations in buildings.

Story spreads out through time the behaviors or bodies – the shapes – a self has been or will be, each replacing the one before. Hence a story has before and after, gain and loss. It goes somewhere…Moreover, shape or body is crucial, not incidental, to story. It carries story; it makes story visible; in a sense it is story. Shape (or visible body) is in space what story is in time. (Bynum, quoted in Garland Thomson, 113-114) Drawing on Goffman’s classic work on stigma, research documenting the existence of discrimination and bias against individuals classified as obese goes back five decades. Since Cahnman published “The Stigma of Obesity” in 1968, other researchers have well documented systematic and growing discrimination against fat people (cf. Puhl and Brownell; Puhl and Heuer; Puhl and Heuer; Fikkan and Rothblum). While weight-based stereotyping has a long history (Chang and Christakis; McPhail; Schwartz), contemporary forms of anti-fat stigma and discrimination must be understood within a social and economic context of neoliberal healthism. By neoliberal healthism (see Crawford; Crawford; Metzel and Kirkland), I refer to the set of discourses that suggest that humans are rational, self-determining actors who independently make their own best choices and are thus responsible for their life chances and health outcomes. In such a context, good health becomes associated with proper selfhood, and there are material and social consequences for those who either unwell or perceived to be unwell. While the greatest impacts of size-based discrimination are structural in nature, the interpersonal impacts are also significant. Because obesity is commonly represented (at least partially) as a matter of behavioral choices in public health, medicine, and media, to “remain fat” is to invite commentary from others that one is lacking in personal responsibility. Guthman suggests that this lack of empathy “also stems from the growing perception that obesity presents a social cost, made all the more tenable when the perception of health responsibility has been reversed from a welfare model” (1126). Because weight loss is commonly held to be a reasonable and feasible goal and yet is nearly impossible to maintain in practice (Kassierer and Angell; Mann et al.; Puhl and Heuer), fat people are “in effect, asked to do the impossible and then socially punished for failing” (Greenhalgh, 474). In this article, I explore how weight-based stigma shaped the decisions of bariatric patients to undergo weight loss surgery. In doing so, I underline the work that emotion does in circulating anti-fat stigma and in creating categories of subjects along lines of health and responsibility. As well, I highlight how fat bodies are lived and negotiated in space and place. I then explore ways in which participants take up notions of time, specifically in regard to risk, in discussing what brought them to the decision to have bariatric surgery. I conclude by arguing that it is a dynamic interaction between the material, social, emotional, discursive, and the temporal that produces not only fat embodiment, but fat subjectivity “failed”, and serves as an impetus for seeking bariatric surgery. Methods This article is based on 30 semi-structured interviews with American bariatric patients. At the time of the interview, individuals were between six months and 12 years out from surgery. After obtaining Intuitional Review Board approval, recruitment occurred through a snowball sample. All interviews were audio-taped with permission and verbatim interview transcripts were analyzed by means of a thematic analysis using Dedoose (www.dedoose.com). All names given in this article are pseudonyms. This work is part of a larger project that includes two additional interviews with bariatric surgeons as well as participant-observation research. Findings Navigating Anti-Fat Stigma In discussing what it was like to be fat, all but one of the individuals I interviewed discussed experiencing substantive size-based stigma and discrimination. Whether through overt comments, indirect remarks, dirty looks, open gawking, or being ignored and unrecognized, participants felt hurt, angry, and shamed by friends, family, coworkers, medical providers, and strangers on the street because of the size of their bodies. Several recalled being bullied and even physically assaulted by peers as children. Many described the experience of being fat or very fat as one of simultaneous hypervisibility and invisibility. One young woman, Kaia, said: “I absolutely was not treated like a person … . I was just like this object to people. Just this big, you know, thing. That’s how people treated me.” Nearly all of my participants described being told repeatedly by others, including medical professionals, that their inability to lose weight was effectively a failure of the will. They found these comments to be particularly hurtful because, in fact, they had spent years, even decades, trying to lose weight only to gain the weight back plus more. Some providers and family members seemed to take up the idea that shame could be a motivating force in weight loss. However, as research by Lewis et al.; Puhl and Huerer; and Schafer and Ferraro has demonstrated, the effect this had was the opposite of what was intended. Specifically, a number of the individuals I spoke with delayed care and avoided health-facilitating behaviors, like exercising, because of the discrimination they had experienced. Instead, they turned to health-harming practices, like crash dieting. Moreover, the internalization of shame and blame served to lower a sense of self-worth for many participants. And despite having a strong sense that something outside of personal behavior explained their escalating body weights, they deeply internalized messages about responsibility and self-control. Danielle, for instance, remarked: “Why could the one thing I want the most be so impossible for me to maintain?” It is important to highlight the work that emotion does in circulating such experiences of anti-fat stigma and discrimination. As Fraser et al have argued in their discussion on fat and emotion, the social, the emotional, and the corporeal cannot be separated. Drawing on Ahmed, they argue that strong emotions are neither interior psychological states that work between individuals nor societal states that impact individuals. Rather, emotions are constitutive of subjects and collectivities, (Ahmed; Fraser et al.). Negative emotions in particular, such as hate and fear, produce categories of people, by defining them as a common threat and, in the process, they also create categories of people who are deemed legitimate and those who are not. Thus following Fraser et al, it is possible to see that anti-fat hatred did more than just negatively impact the individuals I spoke with. Rather, it worked to produce, differentiate, and drive home categories of people along lines of health, weight, risk, responsibility, and worth. In this next section, I examine the ways in which anti-fat discrimination works at the interface of not only the discursive and the emotive, but the material as well. Big Bodies, Small Spaces When they discussed their previous lives as very fat people, all of the participants made reference to a social and built environment mismatch, or in Garland Thomson’s terms, a “misfit”. A misfit occurs “when the environment does not sustain the shape and function of the body that enters it” (594). Whereas the built environment offers a fit for the majority of bodies, Garland Thomson continues, it also creates misfits for minority forms of embodiment. While Garland Thomson’s analysis is particular to disability, I argue that it extends to fat embodiment as well. In discussing what it was like to navigate the world as fat, participants described both the physical and emotional pain entailed in living in bodies that did not fit and frequently discussed the ways in which leaving the house was always a potential, anxiety-filled problem. Whereas all of the participants I interviewed discussed such misfitting, it was notable that participants in the Greater New York City area (70% of the sample) spoke about this topic at length. Specifically, they made frequent and explicit mentions of the particular interface between their fat bodies and the Metropolitan Transit Authority (MTA), and the tightly packed spaces of the city itself. Greater New York City area participants frequently spoke of the shame and physical discomfort in having to stand on public transportation for fear that they would be openly disparaged for “taking up too much room.” Some mentioned that transit seats were made of molded plastic, indicating by design the amount of space a body should occupy. Because they knew they would require more space than what was allotted, these participants only took seats after calculating how crowded the subway or train car was and how crowded it would likely become. Notably, the decision to not take a seat was one that was made at a cost for some of the larger individuals who experienced joint pain. Many participants stated that the densely populated nature of New York City made navigating daily life very challenging. In Talia’s words, “More people, more obstacles, less space.” Participants described always having to be on guard, looking for the next obstacle. As Candice put it: “I would walk in some place and say, ‘Will I be able to fit? Will I be able to manoeuvre around these people and not bump into them?’ I was always self-conscious.” Although participants often found creative solutions to navigating the hostile environment of both the MTA and the city at large, they also identified an increasing sense of isolation that resulted from the physical discomfort and embarrassment of not fitting in. For instance, Talia rarely joined her partner and their friends on outings to movies or the theater because the seats were too tight. Similarly, Decenia would make excuses to her husband in order to avoid social situations outside of the home: “I’d say to my husband, ‘I don’t feel well, you go.’ But you know what? It was because I was afraid not to fit, you know?” The anticipatory scrutinizing described by these participants, and the anxieties it produced, echoes Kirkland’s contention that fat individuals use the technique of ‘scanning’ in order to navigate and manage hostile social and built environments. Scanning, she states, involves both literally rapidly looking over situations and places to determine accessibility, as well as a learned assessment and observation technique that allows fat people to anticipate how they will be received in new situations and new places. For my participants, worries about not fitting were more than just internal calculation. Rather, others made all too clear that fat bodies are not welcome. Nina recalled nasty looks she received from other subway riders when she attempted to sit down. Decenia described an experience on a crowded commuter train in which the woman next to her openly expressed annoyance and disgust that their thighs were touching. Talia recalled being aggressively handed a weight loss brochure by a fellow passenger. When asked to contrast their experiences living in New York City with having travelled or lived elsewhere, participants almost universally described the New York as a more difficult place to live for fat people. However, the experiences of three of the Latinas that I interviewed troubled this narrative. Katrina felt that the harassment she received in her country of origin, the Dominican Republic, was far worse than what she now experienced in the New York Metropolitan Area. Although Decenia detailed painful experiences of anti-fat stigma in New York City, she nevertheless described her life as relatively “easy” compared to what it was like in her home country of Brazil. And Denisa contrasted her neighbourhood of East Harlem with other parts of Manhattan: “In Harlem it's different. Everybody is really fat or plump – so you feel a bit more comfortable. Not everybody, but there's a mix. Downtown – there's no mix.” Collectively, their stories serve as a reminder (see Franko et al.; Grabe and Hyde) to be suspicious of over determined accounts that “Latino culture” is (or people of colour communities in general are), more accepting of larger bodies and more resistant to weight-based stigma and discrimination. Their comments also reflect arguments made by Colls, Grosz, and Garland Thomson, who have all pointed to the contingent nature between space and bodies. Colls argue that sizing is both a material and an emotional process – what size we take ourselves to be shifts in different physical and emotional contexts. Grosz suggests that there is a “mutually constitutive relationship between bodies and cities” – one that, I would add, is raced, classed, and gendered. Garland Thomson has described the relationship between bodies and space/place as “a dynamic encounter between world and flesh.” These encounters, she states, are always contingent and situated: “When the spatial and temporal context shifts, so does the fit, and with it meanings and consequences” (592). In this sense, fat is materialized differently in different contexts and in different scales – nation, state, city, neighbourhood – and the materialization of fatness is always entangled with raced, classed, and gendered social and political-economic relations. Nevertheless, it is possible to draw some structural commonalities between divergent parts of the Greater New York City Metropolitan Area. Specifically, a dense population, cramped physical spaces, inaccessible transportation and transportation funding cuts, social norms of fast paced life, and elite, raced, classed, and gendered norms of status and beauty work to materialize fatness in such a way that a ‘misfit’ is often the result for fat people who live and/or work in this area. And importantly, misfitting, as Garland Thomson argues, has consequences: it literally “casts out” when the “shape and function of … bodies comes into conflict with the shape and stuff of the built world” (594). This casting out produces some bodies as irrelevant to social and economic life, resulting in segregation and isolation. To misfit, she argues, is to be denied full citizenship. Responsibilising the Present Garland Thomson, discussing Bynum’s statement that “shape carries story”, argues the following: “the idea that shape carries story suggests … that material bodies are not only in the spaces of the world but that they are entwined with temporality as well” (596). In this section, I discuss how participants described their decisions to get weight loss surgery by making references to the need take responsibility for health now, in the present, in order to avoid further and future morbidity and mortality. Following Adams et al., I look at how the fat body is lived in a state of constant anticipation – “thinking and living toward the future” (246). All of the participants I spoke with described long histories of weight cycling. While many managed to lose weight, none were able to maintain this weight loss in the long term – a reality consistent with the medical fact that dieting does not produce durable results (Kassirer and Angell; Mann et al.; Puhl and Heuer). They experienced this inability as not only distressing, but terrifying, as they repeatedly regained the lost weight plus more. When participants discussed their decisions to have surgery, they highlighted concerns about weight related comorbidities and mobility limitations in their explanations. Consistent then with Boero, Lopez, and Wadden et al., the participants I spoke with did not seek out surgery in hopes of finding a permanent way to become thin, but rather a permanent way to become healthy and normal. Concerns about what is considered to be normative health, more than simply concerns about what is held to be an appropriate appearance, motivated their decisions. Significantly, for these participants the decision to have bariatric surgery was based on concerns about future morbidity (and mortality) at least as much, if not more so, than on concerns about a current state of ill health and impairment. Some individuals I spoke with were unquestionably suffering from multiple chronic and even life threatening illnesses and feared they would prematurely die from these conditions. Other participants, however, made the decision to have bariatric surgery despite the fact that they had no comorbidities whatsoever. Motivating their decisions was the fear that they would eventually develop them. Importantly, medial providers explicitly and repeatedly told all of these participants that lest they take drastic and immediate action, they would die. For example: Faith’s reproductive endocrinologist said: “you’re going to have diabetes by the time you’re 30; you’re going to have a stroke by the time you’re 40. And I can only hope that you can recover enough from your stroke that you’ll be able to take care of your family.” Several female participants were warned that without losing weight, they would either never become pregnant or they would die in childbirth. By contrast, participants stated that their bariatric surgeons were the first providers they had encountered to both assert that obesity was a medical condition outside of their control and to offer them a solution. Within an atmosphere in which obesity is held to be largely or entirely the result of behavioural choices, the bariatric profession thus positions itself as unique by offering both understanding and what it claims to be a durable treatment. Importantly, it would be a mistake to conclude that some bariatric patients needed surgery while others choose it for the wrong reasons. Regardless of their states of health at the time they made the decision to have surgery, the concerns that drove these patients to seek out these procedures were experienced as very real. Whether or not these concerns would have materialized as actual health conditions is unknown. Furthermore, bariatric patients should not be seen as having been duped or suffering from ‘false consciousness.’ Rather, they operate within a particular set of social, cultural, and political-economic conditions that suggest that good citizenship requires risk avoidance and personal health management. As these individuals experienced, there are material and social consequences for ‘failing’ to obtain normative conceptualizations of health. This set of conditions helps to produce a bariatric patient population that includes both those who were contending with serious health concerns and those who feared they would develop them. All bariatric patients operate within this set of conditions (as do medical providers) and make decisions regarding health (current, future, or both) by using the resources available to them. In her work on the temporalities of dieting, Coleman argues that rather than seeing dieting as a linear and progressive event, we might think of it instead a process that brings the future into the present as potential. Adams et al suggest concerns about potential futures, particularly in regard to health, are a defining characteristic of our time. They state: “The present is governed, at almost every scale, as if the future is what matters most. Anticipatory modes enable the production of possible futures that are lived and felt as inevitable in the present, rendering hope and fear as important political vectors” (249). The ability to act in the present based on potential future risks, they argue, has become a moral imperative and a marker of proper of citizenship. Importantly, however, our work to secure the ‘best possible future’ is never fully assured, as risks are constantly changing. The future is thus always uncertain. Acting responsibly in the present therefore requires “alertness and vigilance as normative affective states” (254). Importantly, these anticipations are not diagnostic, but productive. As Adams et al state, “the future arrives already formed in the present, as if the emergency has already happened…a ‘sense’ of the simultaneous uncertainty and inevitability of the future, usually manifest in entanglements of fear and hope” (250). It is in this light, then, that we might see the decision to have bariatric surgery. For these participants, their future weight-related morbidity and mortality had already arrived in the present and thus they felt they needed to act responsibly now, by undergoing what they had been told was the only durable medical intervention for obesity. The emotions of hope, fear, anxiety and I would suggest, hatred, were key in making these decisions. Conclusion Medical, public health, and media discourses frame obesity as an epidemic that threatens to bring untold financial disaster and escalating rates of morbidity and mortality upon the nation state and the world at large. As Fraser et al argue, strong emotions (such hatred, fear, anxiety, and hope), are at the centre of these discourses; they construct, circulate, and proliferate them. Moreover, they create categories of people who are deemed legitimate and categories of others who are not. In this context, the participants I spoke with were caught between a desire to have fatness understood as a medical condition needing intervention; the anti-fat attitudes of others, including providers, which held that obesity was a failure of the will and nothing more; their own internalization of these messages of personal responsibility for proper behavioural choices, and, the biologically intractable nature of fatness wherein dieting not only fails to reduce weight in the vast majority of cases but results, in the long term, in increased weight gain (Kassirer and Angell; Mann et al.; Puhl and Heuer). Widespread anxiety and embarrassment over and fear and hatred of fatness was something that the individuals I interviewed experienced directly and which signalled to them that they were less than human. Their desire for weight loss, therefore was partially a desire to become ‘normal.’ In Butler’s term, it was the desire for a ‘liveable life. ’A liveable life, for these participants, included a desire for a seamless fit with the built environment. The individuals I spoke with were never more ashamed of their fatness than when they experienced a ‘misfit’, in Garland Thomson’s terms, between their bodies and the material world. Moreover, feelings of shame over this disjuncture worked in tandem with a deeply felt, pressing sense that something must be done in the present to secure a better health future. The belief that bariatric surgery might finally provide a durable answer to obesity served as a strong motivating factor in their decisions to undergo bariatric surgery. By taking drastic action to lose weight, participants hoped to contest stigmatizing beliefs that their fat bodies reflected pathological interiors. Moreover, they sought to demonstrate responsibility and thus secure proper subjectivities and citizenship. In this sense, concerns, anxieties, and fears about health cannot be disentangled from the experience of anti-fat stigma and discrimination. Again, anti-fat bias, for these participants, was more than discursive: it operated through the circulation of emotion and was experienced in a very material sense. The decision to have weight loss surgery can thus be seen as occurring at the interface of emotion, flesh, space, place, and time, and in ways that are fundamentally shaped by the broader social context of neoliberal healthism. AcknowledgmentI am grateful to the anonymous reviewers of this article for their helpful feedback on earlier version. References Adams, Vincanne, Michelle Murphy, and Adele E. Clarke. “Anticipation: Technoscience, Life, Affect, Temporality.” Subjectivity 28.1 (2009): 246-265. 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Introduction The evolution of creative city paradigm in the last three decades has dramatically changed the notion of placemaking and the meaning of art and design for urban development in the creative and cultural economy context. Very recently, a spontaneously emerging art district has been exploited by policy actions in many cities, resulting in its presence on the global stage at the UNESCO Creative City Network. The two most common approaches that drive art and design-based development policies are seen in the creative city approach and community development approach (Evans; Murdoch III et al.). The creative city approach aims to contribute to economic development by focussing on the economic role of art and design (Florida; Murdoch III et al.). The community development approach, on the other hand, is seen as an important factor for social benefit and democratic development (Murdoch III et al.; Grodach; Markusen and Gadwa). Grassroots arts movements and community arts organisations, in the community development approach, support the arts as a low-income community involvement and development initiative (Murdoch III et al.). According to Grodach, public spaces and art and design spaces have three main roles in community development, and are built on local assets to increase community engagement, interaction, and participation. Despite the vast range of economic considerations in the current literature, it remains unclear how creative placemaking through arts, crafts, and design operates in the context of creative cities. Particularly, there is a need for a more comprehensive perspective of how creative placemaking contributes to art district development. Economic competition among creative cities has increased, especially since neoliberal policies diffused to the urban agenda. The city of Izmir, located in the Aegean coast of Turkey, being one of the world's top 130 cities (Tekeli), contributes to globalisation of the region and occupies a unique position in Turkey’s democratic history. Regarding the global arena, Izmir has reformulated its governmental structure in the making of places, with particular neighbourhoods seeking to increase their attractiveness to the creative class, support the creative industries, and to become a ‘Creative City’. Since the Culture and Art Workshop in 2009, when the Izmir Metropolitan Municipality established a creative city vision to serve as a high point in a democratic era, in particular involving elements of culture and creativity of importance for local and global actors, there has been a series of programs with different design strategies and governance mechanisms, such as the design projects (e.g. Izmir Sea Project and Izmir History Project, and History Design Workshop), formations (e.g. establishment of Izmir Mediterranean Academy with branches of history, design, ecology, culture, and arts in 2013), events and organisations (e.g. Good Design Izmir in 2016, 5th World Design Talks by the World Design Organization [WDO] in 2018), and applications for candidacy (e.g. for the World Design Capital title 2020, and UNESCO Creative Cities Network in 2019). The purpose of this article is to explore the drivers for art and design-based development in the urban environment through the lens of creative placemaking, and how this is practiced by creative class grassroots initiatives in cities such as Izmir, Turkey, which was shortlisted in the Creative City Network competition in 2019. The methodology is built on 1) a framework analysis through the research on art and design districts and the utilisation of creative placemaking, and 2) a field study exploring the creative placemaking drivers in an emerging art district, Darağaç, in Izmir. The field study is composed of site visits, visual mappings, the use of snowball sampling to reach the creative class, and structured interviews. The framework analysis findings suggest a set of creative placemaking drivers for art and design-based developments, and the case study findings present implications for future policies for integration of localised initiatives into the creative city framework. Framework Analysis The practice of creative cities applies one-size-fits-all strategies based on tangible and intangible characteristics to attract talent and support economic growth, whereas creative placemaking offers some crucial approaches to contribute to a locale's success and involvement in larger-scale plans. Therefore, placemaking appears as a phenomenological process that explains a sense of place, attachments, and, more broadly, the interaction between a region and its inhabitants (Mengi and Guaralda). The term ‘creative placemaking’ was first used by economist Ann Markusen and art consultant Anne Gadwa in the 2010 White Paper of the National Endowment for the Arts, as a solution when cities, suburbs, and small towns are faced with structural changes and displacement. Creative placemaking aims to revitalise space and economic development with creative initiatives. Markusen and Gadwa argue that creative placemaking provides gains in areas such as innovative products and services, livability, diversity, jobs, and income opportunities. Creative placemaking is also defined as a community-participatory tool to strengthen and enrich the identity of a place as well as development of a place. Community identity enables local assets to build trust and relationships (Kelkar et al.) while exploiting social and civic fabric that brings out the local character and narratives (Borrup). Moreover, Redaelli formulates creative placemaking as an innovative way of thinking for solving community problems that utilises the creative power of art and artists. From an economic perspective, Gallagher et al. point out that creative placemaking can happen in communities of any size and uses art and cross-sector collaboration to benefit the space. Creative placemaking through cross-sector collaboration is directly related to political ideology, social division, community size, resource limitations, and capacity of arts organisations. The theoretical discussion derived from the literature enables us to reconsider the use of creative placemaking approaches for creative city strategies and provides a framework that brings the most significant drivers of creative placemaking, especially for art and design-based strategies in urban environments (Table 1). Drivers Indicators Creative Practices Products Artworks Events Festivals Cultural Production Local Assets Local Knowledge Context Listening & Gathering Stories Knowledge & Skill Exchange Creativity Exchange Experiential Learning Community Involvement Co-Creation Collaboration Creative Placemakers Artists Designers Craftspeople Resident of the Community Local Audience Virtual Platform Archive/Publications Creativity Productivity Collectivity Spatial Environment Neighbourhood Streets Place Identity Digital Hub Atelier Digital Studio/Maker Space Art Galleries Exhibition Spaces Art Equipment Maker/Supplier Meeting Place/Third Place Institutional Support Networking Platform for Dialogue Space for Exhibition Publicity Public Fund Private Fund Philanthropists Sponsorship Education Institutions Art Institutions Art Organisations Non-Government Organisations Government Table 1: Major drivers of creative placemaking. Creative Practices, as the first driver, aim to describe tangible outputs such as products, works of art, events, and festivals. Wyckoff defines projects and activities involving art, culture, and creative thinking as the driving forces of creative placemaking to create collective memory. In this regard, Mutero et al. emphasise the importance of listening and gathering stories, in which it associates definitions such as community, local knowledge, and context. Describing community participation as a tool to improve the development of a place, Kelkar et al. mention that it helps to change the perception of the community. In this context, it creates trust and relationships while building community identity and sense of belonging. Creative Placemakers, as the second driver, represent actors in creative placemaking. One of the six drivers suggested by Markusen and Gadwa for creating a successful place are the creative initiators. Borrup, on the other hand, underlines the role of crucial actors, named as creative placemakers, such as city planners, developers, artists, local policy makers. neighbourhood residents, and local audiences, who also take part in creative practices guided by artists, designers, and craftspeople. According to Gaumer et al. and Schupbach, local actors must be involved as partners to realise more effective successful creative placemaking practices. Similarly, Kelkar et al. argue that the relationships that are built on the collaborative nature of involving actors transform productivity and create social capital. Spatial Environment, as the third driver, focusses on the spaces of creative practices. Spatial environments can be referred to at different scales, such as the digital hubs, ateliers, maker spaces, and event areas such as art galleries and exhibition areas that bring creative placemakers together and enable them to produce together. According to Ellery et al., such spaces enhance the use of public spaces while providing a sense of aesthetics, security, and community. Wyckoff lists drivers of creative placemaking as art spaces where artistic, cultural, and creative projects take place, work and living spaces for the creative class, art, culture, and entertainment activities. Institutional Support, as the fourth driver, underlines the expectations of creative placemakers from institutions. The institutional support through networking provides a platform for creative placemakers to establish dialogue as well as opportunities for exhibition areas and performances. The importance of the support of institutions and organisations such as the public sector, private sector, NGOs, and sponsors are essential to creative placemaking practices. Particularly, cross-sector partnership between institutions such as education institutions, art institutions, art organisations, non-government organisations, and government plays an important role in art and design-based development (Markusen and Gadwa; Borrup). Emergence of Darağaç as an Art District Creative places are found at various scales, such as regions, districts, hubs, and studios, and constitute the very integral part of the creative city formation. They represent a high culture ground on which artists and designers can design, make, and exhibit art. The secret of the successful transformation of creative places lies in the spontaneity of their development. The spontaneously emerging creative places are found as the result of a bottom-up approach where the resident involvement in this transformation strengthens the bond between local people and the place. Spontaneous developments are visible where cultural producers come together to attract like-minded producers (Zukin & Braslow). Examples of this phenomenon include New York City's SoHo neighbourhood, Beijing's 798 Arts District, Kreuzberg in Berlin, and the Temple Bar district in Dublin (Goldenberg-Miller et al.). The development of a spontaneous art and design district starts with the coming together of artists, designers, and cultural workers to form a network. Factors strengthening the network and contributing to the success of the region include community perception, information exchange within the community, and working and living together (Kumer). Darağaç has very recently emerged as an art district in Umurbey neighbourhood in Izmir. Known formerly as an industrial zone, it now hosts small industries and artists. Darağaç Art District, home to pre-Republican era factories operated by non-Muslim minorities and nineteenth-century two-storey workers' residences, was developed in the twentieth century as an industrial zone hosting Şark Sanayi Electric Factory, İzmir Cotton Fabric Factory, and Sümerbank Basma Industry (Kayın qtd. in Pasin et al.). A small group of artists from Izmir settled in the region in 2013, in rented former workers' residences serving as studios and residences, and shortly afterwards the district started to attract more artists and designers (Darağaç Collective). Surrounded by inert and functionless industrial buildings, Darağaç Art District still maintains its industrial identity as well as hosting those on low incomes and providing artists with opportunity to live and produce (Kocaer). There has been an increasing dialogue established between the original inhabitants, mostly craftspeople, and the artists, especially after 2 craftspeople and 13 artists opened their first exhibitions in June 2016 (Darağaç Collective). Since then, Darağaç has evolved to an “art district”, home to many projects and national and international artists. This has greatly shaped the physical environment and neighbourhood identity in the Darağaç Art District (fig. 1). Fig. 1: The integration of artworks or installations with the physical environment and neighbourhood identity in the Darağaç Art District. (Source: Kanal.) For Yavuzcezzar, the main purpose of Darağaç is to provide a space or a common discourse for young artists to exhibit their works. Darağaç Art District hosts interdisciplinary art works covering painting, photography, sculpture, installation, video, and performance (Yavuzcezzar). Also, Children's Meetings held in Darağaç Art District aim to increase the engagement of children in the neighbourhood through culture and arts (Darağaç Collective). Kılınç et al. explain the three main factors contributing to the development of the Darağaç Art District: site specificity; collaborative art practice; and close personal relationships established between neighbours. The site specificity factor is defined as the expansion of production towards the street and the inert lots in the district, replacing the existing spatial configurations in the neighbourhood, which do not meet the needs of the artists. Collaborative art practice is defined as the exchange between local people and artists. Kılınç et al. argue that the productive roles of artists and craftspeople have enabled them to establish a cooperation. The third factor is the close relationship established between neighbours through the Darağaç Collective Association in 2020 (Kılınç et al.). This has been visible in one of the most influential projects, ‘Darağaç Bostan’, in Darağaç (fig. 2). Fig. 2: Co-creation efforts in the Darağaç Art District. (Source: Culture Civic.) The case of Darağaç illustrates a unique case of a spontaneously emerged art district and underlines the importance of creative placemaking drivers for bottom-up creative city strategies. The area has been a democratic space via meetings, exhibitions, and workshops (fig. 3). Fig. 3: Knowledge-sharing practices in the Darağaç Art District. (Source: Darağaç.) The Case of Darağaç The case study consists of site visits, visual mappings, use of snowball sampling for reaching the artists and craftspeople, and structured interviews, and discusses the major drivers of creative placemaking and how they are practiced in Darağaç in Izmir. First Studies The first site visit to the Darağaç Art District was conducted in November 2020. At the time, there were a total of 13 artists and over 30 craftspeople located in the area (fig. 4). Following this, the pilot survey was conducted in February 2021, with a total of six participants, four artists, and two craftspeople from Darağaç Art District. All six participants were interviewed face-to-face, and each survey took approximately 15-20 minutes. After feedback from the pilot study participants, several changes were made in the final version of the survey. The following image illustrates the spatial clustering of craftspeople and artists residing in the neighbourhood who participated in the study (fig. 4). Fig. 4: Darağaç Survey Map. The Survey and Findings The four above-mentioned main drivers of creative placemaking, namely creative practices, creative placemakers, spatial environment, and institutional support, were addressed by Likert-scale questions. In the framework of the previously identified creative placemaking drivers, the survey was carried out to collect the opinions of the art district residents and draw conclusions. The participants were classified into three categories: artists, designers, and craftspeople. The first part of the survey is composed of general questions (age, gender, field of study, etc.) to give an overall idea of the participants. In the following four sections, it was aimed to measure the major drivers of creative placemaking, categorised as creative practices, creative placemakers, spatial environment, and institutional support. The fifth part examined the spatiality of art and design-based development in Darağaç in terms of economic, environmental, cultural, and social aspects. The survey was conducted between February and March 2021 in Darağaç Art District. All the art district residents were contacted and the rate of return of surveys was approximately 50%. 58% of the participants were resident in the neighbourhood, 42% were non-resident. 42% of participants reported that they used shared workspaces; 58% used individual workspaces. According to the survey results, the driving forces that most contribute to the development of the region are creative practices (art and craft works), creative placemakers (artists, designers, and craftspeople), and spatial environment (place identity), followed by institutional support from public, private, and non-governmental organisations, respectively (fig. 5). Fig. 5: Contributions of drivers to creative placemaking in Darağaç. It seems that the interaction and collaboration grouped under creative practice contribute significantly to the development of Darağaç, closely followed by knowledge and skill exchange and the presence of art and design events, and, lastly, by the final products. Considering the role of placemakers in the spontaneous development of Darağaç, an art district, the findings reveal that artists make the greatest contribution, followed by designers and craftspeople, while the impact of the residents as placemakers is relatively low. The results for the place-based inspirations for creative placemakers show that the spatiality of placemaking has a considerable effect on the texture of the neighbourhood. For the placemakers in the district, the pre-existence of artists, designers, and craftspeople in Darağaç was one of the main reasons for locating there. The neighbourhood’s cultural and historical value and the communication with the local community have equal importance in terms of their contribution to the spontaneous development. Finally, we examine institutional support as the final driver, which falls behind the other three, as seen in fig. 5. Only 38% of the participants reported that they were able to collaborate with an institution before, while only 38% managed to receive financial support. According to the results, the main three actors supporting the grassroots activities through collaborations are art organisations, universities, and municipalities. The results also show that the financial support through funding comes mainly from the existing associations and public authorities. Evaluation The results obtained from the case study show that cultural exchange has been the most influential factor in art and design-based development. Regarding the creative placemaking drivers, dialogue between the residents of the neighborhood has considerably increased as they share and exchange knowledge and skills since the art district development spontaneously started. Changing perceptions of the neighborhood residents through time and their growing relationship with art, design, and crafts have greatly contributed to the emergence of an art district. When we examine the art and design-based development, it is visible that the neighbourhood has evolved to a more attractive and atmospheric space for art and design practices. The results underline the role of solidarity and sense of belonging for strengthening the community engagement. We can also argue that the adaptive reuse of vacant spaces and the design of possible exhibition spaces have dramatically changed the identity of the space. However, the economic impacts of spontaneous art and design-based development have remained moderate with regard to the creation of auxiliary sectors to the production process, creating new jobs and income opportunities and having a self-sufficient economy. Conclusion Since 2010, the placemaking process has been more sensitive, with the help of increased human input and indication of co-creation tactics through creative placemaking. Creative placemaking has been reshaped along the creative city policies and strategies. Before the conceptualisation of creative placemaking, many authors (see Jones; Weitz; Wositzsky), had referred to the link between art and community development, and highlighted how artists, art societies and local communities are positively affected by using art as a tool for the community. Within this context, this article provides a relatively more comprehensive approach to art and design-based development within the framework of creative placemaking for the creative cities of today. It examines and categorises the creative placemaking components, and explores how these components work and how they contribute to spontaneous art district development through the case of Darağaç, Izmir, in Turkey, a place where artists, designers, and craftspeople live and produce together. Culture and creativity as significant tools for economic development and urban renewal are found in many of the recent planning strategies (Codignola). The creative economy, cultural tourism, and creative placemaking have encouraged communities to use art for economic benefit (Gallagher et al.). According to Grodach, art and design spaces can contribute to tourism by attracting visitors from the immediate environment while providing employment opportunities to local artists and thus contributing to individual well-being and local economic development. Although this does not have the power to eliminate problems such as displacement, unemployment, and social exclusion, it makes a great contribution to urban inequality (Grodach). The four main drivers, creative practices, creative placemakers, spatial environment, and institutional support, all play a significant role in the emergence of Darağaç as an art district. The most influential driver, that of creative practices, highlights the importance of art and design production and events and festivals as creative practices, indicating a high concentration of local assets and tacit knowledge. Secondly, placemakers have a considerable importance in the spontaneous transformation from an industrial zone to an art district with regard to craftspeople’s and designers’ living and work environments. Also, their collective attitude towards the local residents in the area seems to have significantly contributed to this development through skill exchange, community involvement, and co-creation. Thirdly, the spatial environment, originating in the 1930s, and the available amenities have a great influence on the identity formation of the district. Lastly, the available institutional support underlines the strong role of art and design in economic development. However, Darağaç Art District has yet to receive sufficient support from the institutions, and tries to sustain its organic structure by operating as a self-sufficient entity. In further studies, additional drivers must be examined on an individual basis to arrive at policy suggestions, due to the strategic importance of building a feeling of place in the attraction and retention of creative talent. For the policy recommendations, it is important that the current urban agenda should present a combination of characteristics derived from the framework of creative placemaking for building better and more habitable creative places, rather than focussing solely on the more visible economic and physical urban goals. 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Permaculture is a creative design process that is based on ethics and design principles. It guides us to mimic the patterns and relationships we can find in nature and can be applied to all aspects of human habitation, from agriculture to ecological building, from appropriate technology to education and even economics. (permacultureprinciples.com)This paper considers permaculture as an example of counterculture in Australia. Permaculture is a neologism, the result of a contraction of ‘permanent’ and ‘agriculture’. In accordance with David Holmgren and Richard Telford definition quoted above, we intend permaculture as a design process based on a set of ethical and design principles. Rather than describing the history of permaculture, we choose two moments as paradigmatic of its evolution in relation to counterculture.The first moment is permaculture’s beginnings steeped in the same late 1960s turbulence that saw some people pursue an alternative lifestyle in Northern NSW and a rural idyll in Tasmania (Grayson and Payne). Ideas of a return to the land circulating in this first moment coalesced around the publication in 1978 of the book Permaculture One: A Perennial Agriculture for Human Settlements by Bill Mollison and David Holmgren, which functioned as “a disruptive technology, an idea that threatened to disrupt business as usual, to change the way we thought and did things”, as Russ Grayson writes in his contextual history of permaculture. The second moment is best exemplified by the definitions of permaculture as “a holistic system of design … most often applied to basic human needs such as water, food and shelter … also used to design more abstract systems such as community and economic structures” (Milkwood) and as “also a world wide network and movement of individuals and groups working in both rich and poor countries on all continents” (Holmgren).We argue that the shift in understanding of permaculture from the “back to the land movement” (Grayson) as a more wholesome alternative to consumer society to the contemporary conceptualisation of permaculture as an assemblage and global network of practices, is representative of the shifting dynamic between dominant paradigms and counterculture from the 1970s to the present. While counterculture was a useful way to understand the agency of subcultures (i.e. by countering mainstream culture and society) contemporary forms of globalised capitalism demand different models and vocabularies within which the idea of “counter” as clear cut alternative becomes an awkward fit.On the contrary we see the emergence of a repertoire of practices aimed at small-scale, localised solutions connected in transnational networks (Pink 105). These practices operate contrapuntally, a concept we borrow from Edward Said’s Culture and Imperialism (1993), to define how divergent practices play off each other while remaining at the edge, but still in a relation of interdependence with a dominant paradigm. In Said’s terms “contrapuntal reading” reveals what is left at the periphery of a mainstream narrative, but is at the same time instrumental to the development of events in the narrative itself. To illustrate this concept Said makes the case of novels where colonial plantations at the edge of the Empire make possible a certain lifestyle in England, but don’t appear in the narrative of that lifestyle itself (66-67).In keeping with permaculture design ecological principles, we argue that today permaculture is best understood as part of an assemblage of design objects, bacteria, economies, humans, plants, technologies, actions, theories, mushrooms, policies, affects, desires, animals, business, material and immaterial labour and politics and that it can be read as contrapuntal rather than as oppositional practice. Contrapuntal insofar as it is not directly oppositional preferring to reframe and reorientate everyday practices. The paper is structured in three parts: in the first one we frame our argument by providing a background to our understanding of counterculture and assemblage; in the second we introduce the beginning of permaculture in its historical context, and in third we propose to consider permaculture as an assemblage.Background: Counterculture and Assemblage We do not have the scope in this article to engage with contested definitions of counterculture in the Australian context, or their relation to contraculture or subculture. There is an emerging literature (Stickells, Robinson) touched on elsewhere in this issue. In this paper we view counterculture as social movements that “undermine societal hierarchies which structure urban life and create, instead a city organised on the basis of values such as action, local cultures, and decentred, participatory democracy” (Castells 19-20). Our focus on cities demonstrates the ways counterculture has shifted away from oppositional protest and towards ways of living sustainably in an increasingly urbanised world.Permaculture resonates with Castells’s definition and with other forms of protest, or what Musgrove calls “the dialectics of utopia” (16), a dynamic tension of political activism (resistance) and personal growth (aesthetics and play) that characterised ‘counterculture’ in the 1970s. McKay offers a similar view when he says such acts of counterculture are capable of “both a utopian gesture and a practical display of resistance” (27). But as a design practice, permaculture goes beyond the spectacle of protest.In this sense permaculture can be understood as an everyday act of resistance: “The design act is not a boycott, strike, protest, demonstration, or some other political act, but lends its power of resistance from being precisely a designerly way of intervening into people’s lives” (Markussen 38). We view permaculture design as a form of design activism that is embedded in everyday life. It is a process that aims to reorient a practice not by disrupting it but by becoming part of it.Guy Julier cites permaculture, along with the appropriate technology movement and community architecture, as one of many examples of radical thinking in design that emerged in the 1970s (225). This alignment of permaculture as a design practice that is connected to counterculture in an assemblage, but not entirely defined by it, is important in understanding the endurance of permaculture as a form of activism.In refuting the common and generalized narrative of failure that is used to describe the sixties (and can be extended to the seventies), Julie Stephens raises the many ways that the dominant ethos of the time was “revolutionised by the radicalism of the period, but in ways that bore little resemblance to the announced intentions of activists and participants themselves” (121). Further, she argues that the “extraordinary and paradoxical aspects of the anti-disciplinary protest of the period were that while it worked to collapse the division between opposition and complicity and problematised received understandings of the political, at the same time it reaffirmed its commitment to political involvement as an emancipatory, collective endeavour” (126).Many foresaw the political challenge of counterculture. From the belly of the beast, in 1975, Craig McGregor wrote that countercultures are “a crucial part of conventional society; and eventually they will be judged on how successful they transform it” (43). In arguing that permaculture is an assemblage and global network of practices, we contribute to a description of the shifting dynamic between dominant paradigms and counterculture that was identified by McGregor at the time and Stephens retrospectively, and we open up possibilities for reexamining an important moment in the history of Australian protest movements.Permaculture: Historical Context Together with practical manuals and theoretical texts permaculture has produced its foundation myths, centred around two father figures, Bill Mollison and David Holmgren. The pair, we read in accounts on the history of permaculture, met in the 1970s in Hobart at the University of Tasmania, where Mollison, after a polymath career, was a senior lecturer in Environmental Psychology, and Holmgren a student. Together they wrote the first article on permaculture in 1976 for the Organic Farmer and Gardener magazine (Grayson and Payne), which together with the dissemination of ideas via radio, captured the social imagination of the time. Two years later Holmgren and Mollison published the book Permaculture One: A Perennial Agricultural System for Human Settlements (Mollison and Holmgren).These texts and Mollison’s talks articulated ideas and desires and most importantly proposed solutions about living on the land, and led to the creation of the first ecovillage in Australia, Max Lindegger’s Crystal Waters in South East Queensland, the first permaculture magazine (titled Permaculture), and the beginning of the permaculture network (Grayson and Payne). In 1979 Mollison taught the first permaculture course, and published the second book. Grayson and Payne stress how permaculture media practices, such as the radio interview mentioned above and publications like Permaculture Magazine and Permaculture International Journal were key factors in the spreading of the design system and building a global network.The ideas developed around the concept of permaculture were shaped by, and in turned contributed to shape, the social climate of the late 1960s and early 1970s that captured the discontent with both capitalism and the Cold War, and that coalesced in “alternative lifestyles groups” (Metcalf). In 1973, for instance, the Aquarius Festival in Nimbin was not only a countercultural landmark, but also the site of emergence of alternative experiments in living that found their embodiment in experimental housing design (Stickells). The same interest in technological innovation mixed with rural skills animated one of permaculture’s precursors, the “back to the land movement” and its attempt “to blend rural traditionalism and technological and ideological modernity” (Grayson).This character of remix remains one of the characteristics of permaculture. Unlike movements based mostly on escape from the mainstream, permaculture offered a repertoire, and a system of adaptable solutions to live both in the country and the city. Like many aspects of the “alternative lifestyle” counterculture, permaculture was and is intensely biopolitical in the sense that it is concerned with the management of life itself “from below”: one’s own, people’s life and life on planet earth more generally. This understanding of biopolitics as power of life rather than over life is translated in permaculture into malleable design processes across a range of diversified practices. These are at the basis of the endurance of permaculture beyond the experiments in alternative lifestyles.In distinguishing it from sustainability (a contested concept among permaculture practitioners, some of whom prefer the notion of “planning for abundance”), Barry sees permaculture as:locally based and robustly contextualized implementations of sustainability, based on the notion that there is no ‘one size fits all’ model of sustainability. Permaculture, though rightly wary of more mainstream, reformist, and ‘business as usual’ accounts of sustainability can be viewed as a particular localized, and resilience-based conceptualization of sustainable living and the creation of ‘sustainable communities’. (83)The adaptability of permaculture to diverse solutions is stressed by Molly Scott-Cato, who, following David Holmgren, defines it as follows: “Permaculture is not a set of rules; it is a process of design based around principles found in the natural world, of cooperation and mutually beneficial relationships, and translating these principles into actions” (176).Permaculture Practice as Assemblage Scott Cato’s definition of permaculture helps us to understand both its conceptual framework as it is set out in permaculture manuals and textbooks, and the way it operates in practice at an individual, local, regional, national and global level, as an assemblage. Using the idea of assemblage, as defined by Jane Bennett, we are able to understand permaculture as part of an “ad hoc grouping”, a “collectivity” made up of many types of actors, humans, non humans, nature and culture, whose “coherence co-exists with energies and countercultures that exceed and confound it” (445-6). Put slightly differently, permaculture is part of “living” assemblage whose existence is not dependent on or governed by a “central power”. Nor can it be influenced by any single entity or member (445-6). Rather, permaculture is a “complex, gigantic whole” that is “made up variously, of somatic, technological, cultural, and atmospheric elements” (447).In considering permaculture as an assemblage that includes countercultural elements, we specifically adhere to John Law’s description of Actor Network Theory as an approach that relies on an empirical foundation rather than a theoretical one in order to “tell stories about ‘how’ relationships assemble or don’t” (141). The hybrid nature of permaculture design involving both human and non human stakeholders and their social and material dependencies can be understood as an “assembly” or “thing,” where everything not only plays its part relationally but where “matters of fact” are combined with “matters of concern” (Latour, "Critique"). As Barry explains, permaculture is a “holistic and systems-based approach to understanding and designing human-nature relations” (82). Permaculture principles are based on the enactment of interconnections, continuous feedback and reshuffling among plants, humans, animals, chemistry, social life, things, energy, built and natural environment, and tools.Bruno Latour calls this kind of relationality a “sphere” or a “network” that comprises of many interconnected nodes (Latour, "Actor-Network" 31). The connections between the nodes are not arbitrary, they are based on “associations” that dissolve the “micro-macro distinctions” of near and far, emphasizing the “global entity” of networks (361-381). Not everything is globalised but the global networks that structure the planet affect everything and everyone. In the context of permaculture, we argue that despite being highly connected through a network of digital and analogue platforms, the movement remains localised. In other words, permaculture is both local and global articulating global matters of concern such as food production, renewable energy sources, and ecological wellbeing in deeply localised variants.These address how the matters of concerns engendered by global networks in specific places interact with local elements. A community based permaculture practice in a desert area, for instance, will engage with storing renewable energy, or growing food crops and maintaining a stable ecology using the same twelve design principles and ethics as an educational business doing rooftop permaculture in a major urban centre. The localised applications, however, will result in a very different permaculture assemblage of animals, plants, technologies, people, affects, discourses, pedagogies, media, images, and resources.Similarly, if we consider permaculture as a network of interconnected nodes on a larger scale, such as in the case of national organisations, we can see how each node provides a counterpoint that models ecological best practices with respect to ingrained everyday ways of doing things, corporate and conventional agriculture, and so on. This adaptability and ability to effect practices has meant that permaculture’s sphere of influence has grown to include public institutions, such as city councils, public and private spaces, and schools.A short description of some of the nodes in the evolving permaculture assemblage in Sydney, where we live, is an example of the way permaculture has advanced from its alternative lifestyle beginnings to become part of the repertoire of contemporary activism. These practices, in turn, make room for accepted ways of doing things to move in new directions. In this assemblage each constellation operates within well established sites: local councils, public spaces, community groups, and businesses, while changing the conventional way these sites operate.The permaculture assemblage in Sydney includes individuals and communities in local groups coordinated in a city-wide network, Permaculture Sydney, connected to similar regional networks along the NSW seaboard; local government initiatives, such as in Randwick, Sydney, and Pittwater and policies like Sustainable City Living; community gardens like the inner city food forest at Angel Street or the hybrid public open park and educational space at the Permaculture Interpretive Garden; private permaculture gardens; experiments in grassroot urban permaculture and in urban agriculture; gardening, education and landscape business specialising in permaculture design, like Milkwood and Sydney Organic Gardens; loose groups of permaculturalists gathering around projects, such as Permablitz Sydney; media personalities and programs, as in the case of the hugely successful garden show Gardening Australia hosted by Costa Georgiadis; germane organisations dedicated to food sovereignty or seed saving, the Transition Towns movement; farmers’ markets and food coops; and multifarious private/public sustainability initiatives.Permaculture is a set of practices that, in themselves are not inherently “against” anything, yet empower people to form their own lifestyles and communities. After all, permaculture is a design system, a way to analyse space, and body of knowledge based on set principles and ethics. The identification of permaculture as a form of activism, or indeed as countercultural, is externally imposed, and therefore contingent on the ways conventional forms of housing and food production are understood as being in opposition.As we have shown elsewhere (2014) thinking through design practices as assemblages can describe hybrid forms of participation based on relationships to broader political movements, disciplines and organisations.Use Edges and Value the Marginal The eleventh permaculture design principle calls for an appreciation of the marginal and the edge: “The interface between things is where the most interesting events take place. These are often the most valuable, diverse and productive elements in the system” (permacultureprinciples.com). In other words the edge is understood as the site where things come together generating new possible paths and interactions. In this paper we have taken this metaphor to think through the relations between permaculture and counterculture. We argued that permaculture emerged from the countercultural ferment of the late 1960s and 1970s and intersected with other fringe alternative lifestyle experiments. In its contemporary form the “counter” value needs to be understood as counterpoint rather than as a position of pure oppositionality to the mainstream.The edge in permaculture is not a boundary on the periphery of a design, but a site of interconnection, hybridity and exchange, that produces adaptable and different possibilities. Similarly permaculture shares with forms of contemporary activism “flexible action repertoires” (Mayer 203) able to interconnect and traverse diverse contexts, including mainstream institutions. 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A Site for the Study of Ambience Deep in Melbourne’s subterranean belly lies a long, dark space dedicated to screen-based art. Built along disused train platforms, it’s even possible to hear the ghostly rumblings and clatter of trains passing alongside the length of the gallery on quiet days. Upon descending the single staircase leading into this dimly-lit space, visitors encounter a distinctive sensory immersion. A flicker of screens dapple the windowless vastness ahead, perhaps briefly highlighting entrances into smaller rooms or the faintly-outlined profiles of visitors. This space often houses time-based moving image artworks. The optical flicker and aural stirrings of adjacent works distract, luring visitors’ attention towards an elsewhere. Yet on other occasions, this gallery’s art is bounded by walls, private enclosures which absorb perceptions of time into the surrounding darkness. Some works lie dormant awaiting visitors’ intervention, while others rotate on endless loops, cycling by unheeded, at times creating an environment of visual and aural collision. A weak haze of daylight falls from above mid-way through the space, marking the gallery’s only exit – an escalator fitted with low glowing lights. This is a space of thematic and physical reinvention. Movable walls and a retractable mezzanine enable the 110 metre long, 15 metre wide and almost 10 metre high space to be reformed with each exhibition, as evidenced by the many exhibitions that this Screen Gallery has hosted since opening as a part of the Australian for the Moving Image (ACMI) in 2002. ACMI endured controversial beginnings over the public funds dedicated to its gallery, cinemas, public editing and games labs, TV production studio, and screen education programs. As media interrogation of ACMI’s role and purpose intensified, several pressing critical and public policy questions surfaced as to how visitors were engaging with and valuing this institution and its spaces. In this context, I undertook the first, in depth qualitative study of visitation to ACMI, so as to address these issues and also the dearth of supporting literature into museum visitation (beyond broad, quantitative analyses). Of particular interest was ACMI’s Screen Gallery, for it appeared to represent something experientially unique and historically distinctive as compared to museums and galleries of the past. I therefore undertook an ethnographic study of museum visitation to codify the expression of ACMI’s institutional remit in light of the modalities of its visitors’ experiences in the Gallery. This rich empirical material formed the basis of my study and also this article, an ethnography of the Screen Gallery’s ambience. My study was undertaken across two exhibitions, World without End and White Noise (2005). While WWE was thematically linear in its charting of the dawn of time, globalisation and apocalypse, visitor interaction was highly non-linear. The moving image was presented in a variety of forms and spaces, from the isolation of works in rooms, the cohabitation of the very large to very small in the gallery proper, to enclosures created by multiple screens, laser-triggered interactivity and even plastic bowls with which visitors could ‘capture’ projections of light. Where heterogeneity was embraced in WWE, WN offered a smoother and less rapturous environment. It presented works by artists regarded as leaders of recent practices in the abstraction of the moving image. Rather than recreating the free exploratory movement of WWE, the WN visitor was guided along one main corridor. Each work was situated in a room or space situated to the right-hand side of the passageway. This isolation created a deep sense of immersion and intimacy with each work. Low-level white noise was even played across the Gallery so as to absorb the aural ‘bleed’ from neighbouring works. For my study, I used qualitative ethnographic techniques to gather phenomenological material, namely longitudinal participant observation and interviews. The observations were conducted on a fortnightly basis for seven months. I typically spent two to three hours shadowing visitors as they moved through the Gallery, detailing patterns of interaction; from gross physical movement and speech, to the very subtle modalities of encounter: a faint smile, a hesitation, or lapsing into complete stillness. I specifically recruited visitors for interviews immediately after their visit so as to probe further into these phenomenological moments while their effects were still fresh. I also endeavoured to capture a wide cross-sample of responses by recruiting on the basis of age, gender and reason for visitation. Ten in-depth interviews (between 45 minutes and one hour) were undertaken, enquiring into the factors influencing impressions of the Gallery, such as previous museum and art experiences, and opinions about media art and technology. In this article, I particularly draw upon my interviews with Steven, Fleur, Heidi, Sean, Trevor and Mathew. These visitors’ commentaries were selected as they reflect upon the overall ambience of the Gallery–intimate recollections of moving through darkness and projections of light–rather than engagement with individual works. When referring to ambience, I borrow from Brian Eno’s 1978 manifesto of Ambient Music, as it offers a useful analogy for assessing the complexity within subtle aesthetic experiences, and more specifically, in a spatial environment generated by electronic means. An ambience is defined as an atmosphere, or a surrounding influence: a tint…Whereas the extant canned music companies proceed from the basis of regularizing environments by blanketing their acoustic and atmospheric idiosyncrasies, Ambient Music is intended to enhance these. Whereas conventional background music is produced by stripping away all sense of doubt and uncertainty (and thus all genuine interest) from the music, Ambient Music retains these qualities. And whereas their intention is to ‘brighten’ the environment by adding stimulus to it… Ambient Music is intended to induce calm and a space to think…Ambient Music must be able to accommodate many levels of listening attention without enforcing one in particular; it must be as ignorable as it is interesting. (Eno, "Ambient Music")While Eno’s definition specifically discusses a listening space, it is comparable to the predominantly digital and visual gallery environment as it elicits similar states of attention, such as calm reflection, or even a peaceful emptying of thoughts. I propose that ACMI’s darkened Screen Gallery creates an exploratory space for such intimate, bodily, subjective experiences. I firstly locate this study within the genealogical context of visitor interaction in museum exhibition environments. We then follow the visitors through the Gallery. As the nuances of their journey are presented, I assess the significance of an alternate model for presenting art which encourages ‘active’ aesthetic experience by privileging ambiguity and subtlety–yet heightened interactivity–and is similar to the systemic complexity Eno accords his Ambient Music. Navigating Museums in the Past The first public museums appeared in the context of the emerging liberal democratic state as both a product and articulation of the early stages of modernity in the nineteenth century. Museum practitioners enforced boundaries by prescribing visitors’ routes architecturally, by presenting museum objects within firm knowledge categories, and by separating visitors from objects with glass cabinets. By making their objects publicly accessible and tightly governing visitors’ parameters of spatial interaction, museums could enforce a pedagogical regulation of moral codes, an expression of ‘governmentality’ which constituted the individual as both a subject and object of knowledge (Bennett "Birth", Culture; Hooper-Greenhill). The advent of high modernism in the mid-twentieth century enforced positivist doctrines through a firm direction of visitor movement, exemplified by Le Corbusier’s Musée à Croissance Illimitée (1939) and Frank Lloyd Wright’s Guggenheim Museum in New York (1959) (Davey 36). In more recent stages of modernity, architecture has attempted to reconcile the singular authority imposed by a building’s design. Robert Venturi, a key theorist of post-modern architecture, argued that the museum’s pedagogical failure to achieve social and political reforms was due to the purist and universalist values expressed within modern architecture. He proposed that post-modern architecture could challenge aesthetic modernism with a playful hybridity which emphasises symbolism and sculptural forms in architecture, and expresses a more diverse set of pluralist ideologies. Examples might include Hans Hollein’s Abteiberg Museum (1972-1982), or the National Museum of Australia in Canberra (2001). Contemporary attempts to design museum interactions reflect the aspirations of the ‘new museum.’ They similarly address a pluralist agenda, but mediate increasingly individualised forms of participation though highly interactive technological interfaces (Message). Commenting about art galleries, Lev Manovich greets this shift with some pessimism. He argues that the high art of the ‘white cube’ gallery is now confronting its ‘ideological enemy’, the ‘black box’, a historically ‘lower’ art form of cinema theatre (10). He claims that the history of spatial experimentation in art galleries is being reversed as much moving image art has been exhibited using a video projection in a darkened room, thereby limiting visitor participation to earlier, static forms of engagement. However, he proposes that new technologies could have an important presence and role in cultural institutions as an ‘augmented space’, in which layers of data overlay physical space. He queries whether this could create new possibilities for spatial interaction, such that cultural institutions might play a progressive role in exploring new futures (14). The Screen Gallery at ACMI embodies the characteristics of the ‘new museum’ as far as it demands multiple modalities of participation in a technological environment. It could perhaps also be regarded an experimental ‘black box’ in that it houses multiple screens, yet, as we shall see, elicits participation unbefitting of a cinema. We therefore turn now to examine visitors’ observations of the Gallery’s design, thereby garnering the experiential significance of passage through a moving image art space. Descending into Darkness Descending the staircase into the Gallery is a process of proceeding into shadows. The blackened cavity (fig. 1) therefore looms ahead as a clear visceral departure from the bustle of Federation Square above (fig. 2), and the clean brightness of ACMI’s foyer (fig. 3). Figure 1: Descent into ACMI's Screen Gallery Figure 2: ACMI at Federation Square, Melbourne Figure 3: ACMI’s foyer One visitor, Fleur, described this passage as a sense of going “deep underground,” where the affective power of darkness overwhelmed other sensory details: “I can’t picture it in my mind – sort of where the gallery finishes… And it’s perfect, it’s dark, and it’s… quiet-ish.” Many visitors found that an entrance softened by shadows added a trace of suspense to the beginnings of their journey. Heidi described how, “because it’s dark and you can’t actually see the people walking about… it’s a little bit more mysterious.” Fleur similarly remarked that “you’re not quite sure what you’re going to meet when you go around. And there’s a certain anticipation.” Steven found that the ambiguity surrounding the conventions of procedure through Gallery was “quite interesting, that experience of being a little bit unsure of where you’re going or not being able to see.” He attributed feelings of disorientation to the way the deep shadows of the Gallery routinely obscured measurement of time: “it’s that darkness that makes it a place where it’s like a time sync… You could spend hours in there… You sort of lose track of time… The darkness kind of contributes to that.” Multiple Pathways The ambiguity of the Gallery compelled visitors to actively engage with the space by developing their own rules for procedure. For example, Sean described how darkness and minimal use of signage generated multiple possibilities for passage: “you kind of need to wander through and guide yourself. It’s fairly dark as well and there aren’t any signs saying ‘Come this way,’ and it was only by sort of accident we found some of the spaces down the very back. Because, it’s very dark… We could very well have missed that.” Katrina similarly explained how she developed a participatory journey through movement: “when you first walk in, it just feels like empty space, and not exactly sure what’s going on and what to look at… and you think nothing is going on, so you have to kind of walk around and get a feel for it.” Steven used this participatory movement to navigate. He remarked that “there’s a kind of basic ‘what’s next?’… When you got down you could see maybe about four works immediately... There’s a kind of choice about ‘this is the one I’ll pay attention to first’, or ‘look, there’s this other one over there – that looks interesting, I might go and come back to this’. So, there’s a kind of charting of the trip through the exhibition.” Therefore while ambiguous rules for procedure undermine traditional forms of interaction in the museum, they prompted visitors to draw upon their sensory perception to construct a self-guided and exploratory path of engagement. However, mystery and ambiguity can also complicate visitors’ sense of self determination. Fleur noted how crossing the threshold into a space without clear conventions for procedure could challenge some visitors: “you have to commit yourself to go into a space like that, and I think the first time, when you’re not sure what’s down there… I think people going there for the first time would probably… find it difficult.” Trevor found this to be the case, objecting that “the part that doesn’t work, is that it doesn’t work as a space that’s easy to get around.” These comments suggest that an ‘unintended consequence’ (Beck) of relaxing contemporary museum conventions to encourage greater visitor autonomy, can be the contrary effect of making navigation more difficult. Visitors struggling to negotiate these conditions may find themselves subject to what Daniel Palmer terms the ‘paradox of user control’, in which contemporary forms of choice prove to be illusory, as they inhibit an individual’s freedom through ‘soft’ forms of domination. The ambiguity created by the Gallery’s darkness therefore brings two disparate – if not contradictory – tendencies together, as concluded by Fleur: “The darkness is – it’s both an advantage and a disadvantage… You can’t sort of see each other as well, but there’s also a bit of freedom in that. In that it sort of goes both ways.” A Journey of Subtle Cues Several strategies to ameliorate disorienting navigation experiences were employed in the Screen Gallery, attempting to create new possibilities for meaningful interaction. Some reflect typical curatorial conventions, such as mounting didactic panels along walls and strategically placing staff as guides. However, visitors frequently eschewed these markers and were instead drawn powerfully to affective conventions, including the shadings of light and sound. Sean noted how small beacons of light at foot level were prominent features, as they illuminated the entrances to rooms and corridors: “That’s your over-whelming impression, because it’s dark and there’s just these feature spotlights… and they’re an interesting device, because they sort of lead your eye through the space as well, and say ‘oh that’s where the next event is, there’s a spotlight over there’.” The luminescence of artworks served a similar purpose, for within “the darkness, the boundaries are less visible, and… you’re drawn to the light, you know, you’re drawn to those screens.” He found that directional sound above artworks also created a comparable effect: “I was aware of the fact that things were quiet until you approached the right spot and obviously it’s where the sound was focussed.” These conventions reflect what Trini Castelli calls ‘soft design’, by which space is made cohesively sensual (Glibb in Mitchell 87-88). The Gallery uses light and sound to fashions this visceral ‘feeling’ of spatial continuity, a seamless ambience. Paul described how this had a pleasurable effect, where the “atmosphere of the space” created “a very nice place to be… Lots of low lighting.” Fleur similarly recalled lasting somatic impressions: “It’s a bit like a cave, I suppose… The atmosphere is so different… it’s warm, I find it quite a relaxing place to be, I find it quite calm…Yeah, it has that feeling of private space to it.” Soft design therefore tempers the spatial severity of museums past through this sensuous ‘participatory environment.’ Interaction with art therefore becomes, as Steven enthused, “an exhibition experience” where “it’s as much (for me) the experience of moving between works as attending to the work itself… That seems really prominent in the experience, that it’s not these kind of isolated, individual works, they’re in relation to each other.” Disruptions to this experiential continuity – what Eno had described as a ‘stimulus’ – were subject to harsh judgement. When asked why he preferred to stand against the back wall of a room, rather than take a seat on the chairs provided, Matthew protested that “the spotlight was on those frigging couches, who wants to sit there? That would’ve been horrible.” Visitors clearly expressed a preference towards a form of spatial interaction in which curatorial conventions heighten, rather than detract from, the immersive dynamic of the museum environment. They showed how the feelings of ambiguity and suspense which absorbed them in the Gallery’s entrance gradually began to dissipate. In their place, a preference arose for conventions which maintained the Gallery’s immersive continuity, and where cues such as focused sound and footlights had a calming effect, and created a cohesive sensual journey through the dark. The Ambience of Art Space Visitors’ comments acquire an additional significance when examined in light of Eno’s earlier definition of what he called Ambient Music. He suggested that even in relative stillness, there exists a capacity for active forms of listening which create a “space to think” and generate a “quiet interest.” In addition, and perhaps most importantly, these active forms of listening are augmented by the “atmospheric idiosyncrasies” which are derived from conditions of uncertainty. As I have shown, the darkened Screen Gallery obscures the rules for visitor participation and consequently elicits doubt and hesitation. Visitors must self-navigate and be guided by sensory perception, responding to the kinaesthetic touch of light on skin and the subtle drifts of sound to constructing a journey through the enveloping darkness. This spatial ambience can therefore be understood as the specific condition which make the Gallery a fertile site for new exchanges between visitors, artworks and curation within the museum. Arjun Mulder defines this kind of dynamism in architectural space as a form of systemic interactivity, the “default state of any living system,” in the way that any system can be considered interactive if it links into, and affects change upon another (Mulder 332). Therefore while museums have historically been spaces for interaction, they have not always been interactive spaces in the sense described by Mulder, where visitor participation and processes of exchange are heightened by the conditions of ambience, and can compel self-determined journeys of visitor enquiry and feelings of relaxation and immersion. ACMI’s Screen Gallery has therefore come to define its practices by heightening these forms of encounter, and elevating the affective possibilities for interacting with art. Traditional museum conventions have been challenged by playing with experiential dynamics. These practices create an ambience which is particular to the gallery, and historically unlike the experiential ecologies of preceding forms of museum, gallery or moving space, be it the white cube or a simple ‘black box’ room for video projections. This perhaps signifies a distinctive moment in the genealogy of the museum, indicating how one instance of an art environment’s ambience can become a rubric for new forms of visitor interaction. References Beck, Ulrich. “The Reinvention of Politics: Towards a Theory of Reflexive Modernization.” Reflexive Modernization: Politics, Tradition and Aesthetics in the Modern Social Order. Eds. Ulrich Beck, Anthony Giddens, and Scott Lash. Cambridge: Politics, 1994. 1-55. Bennett, Tony. The Birth of the Museum: History, Theory, Politics. London; New York: Routledge. 1995. ———. “Culture and Governmentality.” Foucault, Cultural Studies and Governmentality. Eds. J.Z. Bratich, J. Packer, and C. McCarthy. Albany: State University of New York Press, 2003. 47-64. Davey, Peter. “Museums in an N-Dimensional World.” The Architectural Review 1242 (2000): 36-37. Eno, Brian. “Resonant Complexity.” Whole Earth Review (Summer 1994): 42-43. ———. “Ambient Music.” A Year with Swollen Appendices: The Diary of Brian Eno. London: Faber and Faber, 1996. 293-297. Hooper-Greenhill, Eileen. “Museums and Education for the 21st Century.” Museum and Gallery Education. London: Leicester University Press, 1991. 187-193. Manovich, Lev. “The Poetics of Augmented Space: Learning from Prada.” 27 April 2010 ‹http://creativetechnology.salford.ac.uk/fuchs/modules/creative_technology/architecture/manovich_augmented_space.pdf›. Message, Kylie. “The New Museum.” Theory, Culture and Society: Special Issue on Problematizing Global Knowledge. Eds. Mike Featherstone, Couze Venn, and Ryan Bishop, John Phillips. Thousand Oaks, CA: Sage, 2006. 603-606. Mitchell, T. C. Redefining Designing: From Form to Experience. New York: Van Nostrand Reinhold, 1993. Mulder, Arjun. “The Object of Interactivity.” NOX: Machining Architecture. London: Thames and Hudson, 2004. 332-340. Palmer, Daniel. “The Paradox of User Control.” Melbourne Digital Art and Culture 2003 Conference Proceedings. Melbourne: RMIT, 2003. 167-172. Venturi, Robert. Complexity and Contradiction in Architecture. New York: Museum of Modern Art, 1966.

IntroductionTasmania hangs from the map of Australia like a drop in freefall from the substance of the mainland. Often the whole state is mislaid from Australian maps and logos (Reddit). Tasmania has, at least since federation, been considered peripheral—a region seen as isolated, a ‘problem’ economically, politically, and culturally. However, Tasmania not only cleaves to the ‘north island’ of Australia but is also subject to the gravitational pull of an even greater land mass—Antarctica. In this article, we upturn the political conventions of map-making that place both Antarctica and Tasmania in obscure positions at the base of the globe. We show how a changing global climate re-frames Antarctica and the Southern Ocean as key drivers of worldwide environmental shifts. The liquid and solid water between Tasmania and Antarctica is revealed not as a homogenous barrier, but as a dynamic and relational medium linking the Tasmanian archipelago with Antarctica. When Antarctica becomes the focus, the script is flipped: Tasmania is no longer on the edge, but core to a network of gateways into the southern land. The state’s capital of Hobart can from this perspective be understood as an “Antarctic city”, central to the geopolitics, economy, and culture of the frozen continent (Salazar et al.). Viewed from the south, we argue, Tasmania is not a problem, but an opportunity for a form of ecological, cultural, economic, and political sustainability that opens up the southern continent to science, discovery, and imagination.A Centre at the End of the Earth? Tasmania as ParadoxThe islands of Tasmania owe their existence to climate change: a period of warming at the end of the last ice age melted the vast sheets of ice covering the polar regions, causing sea levels to rise by more than one hundred metres (Tasmanian Climate Change Office 8). Eleven thousand years ago, Aboriginal people would have witnessed the rise of what is now called Bass Strait, turning what had been a peninsula into an archipelago, with the large island of Tasmania at its heart. The heterogeneous practices and narratives of Tasmanian regional identity have been shaped by the geography of these islands, and their connection to the Southern Ocean and Antarctica. Regions, understood as “centres of collective consciousness and sociospatial identities” (Paasi 241) are constantly reproduced and reimagined through place-based social practices and communications over time. As we will show, diverse and contradictory narratives of Tasmanian regionality often co-exist, interacting in complex and sometimes complementary ways. Ecocritical literary scholar C.A. Cranston considers duality to be embedded in the textual construction of Tasmania, writing “it was hell, it was heaven, it was penal, it was paradise” (29). Tasmania is multiply polarised: it is both isolated and connected; close and far away; rich in resources and poor in capital; the socially conservative birthplace of radical green politics (Hay 60). The weather, as if sensing the fine balance of these paradoxes, blows hot and cold at a moment’s notice.Tasmania has wielded extraordinary political influence at times in its history—notably during the settlement of Melbourne in 1835 (Boyce), and during protests against damming the Franklin River in the early 1980s (Mercer). However, twentieth-century historical and political narratives of Tasmania portray the Bass Strait as a barrier, isolating Tasmanians from the mainland (Harwood 61). Sir Bede Callaghan, who headed one of a long line of federal government inquiries into “the Tasmanian problem” (Harwood 106), was clear that Tasmania was a victim of its own geography:the major disability facing the people of Tasmania (although some residents may consider it an advantage) is that Tasmania is an island. Separation from the mainland adversely affects the economy of the State and the general welfare of the people in many ways. (Callaghan 3)This perspective may stem from the fact that Tasmania has maintained the lowest Gross Domestic Product per capita of all states since federation (Bureau of Infrastructure Transport and Regional Economics 9). Socially, economically, and culturally, Tasmania consistently ranks among the worst regions of Australia. Statistical comparisons with other parts of Australia reveal the population’s high unemployment, low wages, poor educational outcomes, and bad health (West 31). The state’s remoteness and isolation from the mainland states and its reliance on federal income have contributed to the whole of Tasmania, including Hobart, being classified as ‘regional’ by the Australian government, in an attempt to promote immigration and economic growth (Department of Infrastructure and Regional Development 1). Tasmania is indeed both regional and remote. However, in this article we argue that, while regionality may be cast as a disadvantage, the island’s remote location is also an asset, particularly when viewed from a far southern perspective (Image 1).Image 1: Antarctica (Orthographic Projection). Image Credit: Wikimedia Commons, Modified Shading of Tasmania and Addition of Captions by H. Nielsen.Connecting Oceans/Collapsing DistanceTasmania and Antarctica have been closely linked in the past—the future archipelago formed a land bridge between Antarctica and northern land masses until the opening of the Tasman Seaway some 32 million years ago (Barker et al.). The far south was tangible to the Indigenous people of the island in the weather blowing in from the Southern Ocean, while the southern lights, or “nuyina”, formed a visible connection (Australia’s new icebreaker vessel is named RSV Nuyina in recognition of these links). In the contemporary Australian imagination, Tasmania tends to be defined by its marine boundaries, the sea around the islands represented as flat, empty space against which to highlight the topography of its landscape and the isolation of its position (Davies et al.). A more relational geographic perspective illuminates the “power of cross-currents and connections” (Stratford et al. 273) across these seascapes. The sea country of Tasmania is multiple and heterogeneous: the rough, shallow waters of the island-scattered Bass Strait flow into the Tasman Sea, where the continental shelf descends toward an abyssal plain studded with volcanic seamounts. To the south, the Southern Ocean provides nutrient-rich upwellings that attract fish and cetacean populations. Tasmania’s coast is a dynamic, liminal space, moving and changing in response to the global currents that are driven by the shifting, calving and melting ice shelves and sheets in Antarctica.Oceans have long been a medium of connection between Tasmania and Antarctica. In the early colonial period, when the seas were the major thoroughfares of the world and inland travel was treacherous and slow, Tasmania’s connection with the Southern Ocean made it a valuable hub for exploration and exploitation of the south. Between 1642 and 1900, early European explorers were followed by British penal colonists, convicts, sealers, and whalers (Kriwoken and Williamson 93). Tasmania was well known to polar explorers, with expeditions led by Jules Dumont d’Urville, James Clark Ross, Roald Amundsen, and Douglas Mawson all transiting through the port of Hobart. Now that the city is no longer a whaling hub, growing populations of cetaceans continue to migrate past the islands on their annual journeys from the tropics, across the Sub-Antarctic Front and Antarctic circumpolar current, and into the south polar region, while southern species such as leopard seals are occasionally seen around Tasmania (Tasmania Parks and Wildlife). Although the water surrounding Tasmania and Antarctica is at times homogenised as a ‘barrier’, rendering these places isolated, the bodies of water that surround both are in fact permeable, and regularly crossed by both humans and marine species. The waters are diverse in their physical characteristics, underlying topography, sea life, and relationships, and serve to connect many different ocean regions, ecosystems, and weather patterns.Views from the Far SouthWhen considered in terms of its relative proximity to Antarctic, rather than its distance from Australia’s political and economic centres, Tasmania’s identity undergoes a significant shift. A sign at Cockle Creek, in the state’s far south, reminds visitors that they are closer to Antarctica than to Cairns, invoking a discourse of connectedness that collapses the standard ten-day ship voyage to Australia’s closest Antarctic station into a unit comparable with the routinely scheduled 5.5 hour flight to North Queensland. Hobart is the logistical hub for the Australian Antarctic Division and the French Institut Polaire Francais (IPEV), and has hosted Antarctic vessels belonging to the USA, South Korea, and Japan in recent years. From a far southern perspective, Hobart is not a regional Australian capital but a global polar hub. This alters the city’s geographic imaginary not only in a latitudinal sense—from “top down” to “bottom up”—but also a longitudinal one. Via its southward connection to Antarctica, Hobart is also connected east and west to four other recognized gateways: Cape Town in South Africa, Christchurch in New Zealand; Punta Arenas in Chile; and Ushuaia in Argentina (Image 2). The latter cities are considered small by international standards, but play an outsized role in relation to Antarctica.Image 2: H. Nielsen with a Sign Announcing Distances between Antarctic ‘Gateway’ Cities and Antarctica, Ushuaia, Argentina, 2018. Image Credit: Nicki D'Souza.These five cities form what might be called—to adapt geographer Klaus Dodds’ term—a ‘Southern Rim’ around the South Polar region (Dodds Geopolitics). They exist in ambiguous relationship to each other. Although the five cities signed a Statement of Intent in 2009 committing them to collaboration, they continue to compete vigorously for northern hemisphere traffic and the brand identity of the most prominent global gateway. A state government brochure spruiks Hobart, for example, as the “perfect Antarctic Gateway” emphasising its uniqueness and “natural advantages” in this regard (Tasmanian Government, 2016). In practice, the cities are automatically differentiated by their geographic position with respect to Antarctica. Although the ‘ice continent’ is often conceived as one entity, it too has regions, in both scientific and geographical senses (Terauds and Lee; Antonello). Hobart provides access to parts of East Antarctica, where the Australian, French, Japanese, and Chinese programs (among others) have bases; Cape Town is a useful access point for Europeans going to Dronning Maud Land; Christchurch is closest to the Ross Sea region, site of the largest US base; and Punta Arenas and Ushuaia neighbour the Antarctic Peninsula, home to numerous bases as well as a thriving tourist industry.The Antarctic sector is important to the Tasmanian economy, contributing $186 million (AUD) in 2017/18 (Wells; Gutwein; Tasmanian Polar Network). Unsurprisingly, Tasmania’s gateway brand has been actively promoted, with the 2016 Australian Antarctic Strategy and 20 Year Action Plan foregrounding the need to “Build Tasmania’s status as the premier East Antarctic Gateway for science and operations” and the state government releasing a “Tasmanian Antarctic Gateway Strategy” in 2017. The Chinese Antarctic program has been a particular focus: a Memorandum of Understanding focussed on Australia and China’s Antarctic relations includes a “commitment to utilise Australia, including Tasmania, as an Antarctic ‘gateway’.” (Australian Antarctic Division). These efforts towards a closer relationship with China have more recently come under attack as part of a questioning of China’s interests in the region (without, it should be noted, a concomitant questioning of Australia’s own considerable interests) (Baker 9). In these exchanges, a global power and a state of Australia generally classed as regional and peripheral are brought into direct contact via the even more remote Antarctic region. This connection was particularly visible when Chinese President Xi Jinping travelled to Hobart in 2014, in a visit described as both “strategic” and “incongruous” (Burden). There can be differences in how this relationship is narrated to domestic and international audiences, with issues of sovereignty and international cooperation variously foregrounded, laying the ground for what Dodds terms “awkward Antarctic nationalism” (1).Territory and ConnectionsThe awkwardness comes to a head in Tasmania, where domestic and international views of connections with the far south collide. Australia claims sovereignty over almost 6 million km2 of the Antarctic continent—a claim that in area is “roughly the size of mainland Australia minus Queensland” (Bergin). This geopolitical context elevates the importance of a regional part of Australia: the claims to Antarctic territory (which are recognised only by four other claimant nations) are performed not only in Antarctic localities, where they are made visible “with paraphernalia such as maps, flags, and plaques” (Salazar 55), but also in Tasmania, particularly in Hobart and surrounds. A replica of Mawson’s Huts in central Hobart makes Australia’s historic territorial interests in Antarctica visible an urban setting, foregrounding the figure of Douglas Mawson, the well-known Australian scientist and explorer who led the expeditions that proclaimed Australia’s sovereignty in the region of the continent roughly to its south (Leane et al.). Tasmania is caught in a balancing act, as it fosters international Antarctic connections (such hosting vessels from other national programs), while also playing a key role in administering what is domestically referred to as the Australian Antarctic Territory. The rhetoric of protection can offer common ground: island studies scholar Godfrey Baldacchino notes that as island narratives have moved “away from the perspective of the ‘explorer-discoverer-colonist’” they have been replaced by “the perspective of the ‘custodian-steward-environmentalist’” (49), but reminds readers that a colonising disposition still lurks beneath the surface. It must be remembered that terms such as “stewardship” and “leadership” can undertake sovereignty labour (Dodds “Awkward”), and that Tasmania’s Antarctic connections can be mobilised for a range of purposes. When Environment Minister Greg Hunt proclaimed at a press conference that: “Hobart is the gateway to the Antarctic for the future” (26 Apr. 2016), the remark had meaning within discourses of both sovereignty and economics. Tasmania’s capital was leveraged as a way to position Australia as a leader in the Antarctic arena.From ‘Gateway’ to ‘Antarctic City’While discussion of Antarctic ‘Gateway’ Cities often focuses on the economic and logistical benefit of their Antarctic connections, Hobart’s “gateway” identity, like those of its counterparts, stretches well beyond this, encompassing geological, climatic, historical, political, cultural and scientific links. Even the southerly wind, according to cartoonist Jon Kudelka, “has penguins in it” (Image 3). Hobart residents feel a high level of connection to Antarctica. In 2018, a survey of 300 randomly selected residents of Greater Hobart was conducted under the umbrella of the “Antarctic Cities” Australian Research Council Linkage Project led by Assoc. Prof. Juan Francisco Salazar (and involving all three present authors). Fourteen percent of respondents reported having been involved in an economic activity related to Antarctica, and 36% had attended a cultural event about Antarctica. Connections between the southern continent and Hobart were recognised as important: 71.9% agreed that “people in my city can influence the cultural meanings that shape our relationship to Antarctica”, while 90% agreed or strongly agreed that Hobart should play a significant role as a custodian of Antarctica’s future, and 88.4% agreed or strongly agreed that: “How we treat Antarctica is a test of our approach to ecological sustainability.” Image 3: “The Southerly” Demonstrates How Weather Connects Hobart and Antarctica. Image Credit: Jon Kudelka, Reproduced with Permission.Hobart, like the other gateways, activates these connections in its conscious place-branding. The city is particularly strong as a centre of Antarctic research: signs at the cruise-ship terminal on the waterfront claim that “There are more Antarctic scientists based in Hobart […] than at any other one place on earth, making Hobart a globally significant contributor to our understanding of Antarctica and the Southern Ocean.” Researchers are based at the Institute for Marine and Antarctic Studies (IMAS), the Commonwealth Scientific and Industrial Research Organisation (CSIRO), and the Australian Antarctic Division (AAD), with several working between institutions. Many Antarctic researchers located elsewhere in the world also have a connection with the place through affiliations and collaborations, leading journalist Jo Chandler to assert that “the breadth and depth of Hobart’s knowledge of ice, water, and the life forms they nurture […] is arguably unrivalled anywhere in the world” (86).Hobart also plays a significant role in Antarctica’s governance, as the site of the secretariats for the Commission for the Conservation of Antarctic Marine Living Resources (CCAMLR) and the Agreement on the Conservation of Albatrosses and Petrels (ACAP), and as host of the Antarctic Consultative Treaty Meetings on more than one occasion (1986, 2012). The cultural domain is active, with Tasmanian Museum and Art Gallery (TMAG) featuring a permanent exhibit, “Islands to Ice”, emphasising the ocean as connecting the two places; the Mawson’s Huts Replica Museum aiming (among other things) to “highlight Hobart as the gateway to the Antarctic continent for the Asia Pacific region”; and a biennial Australian Antarctic Festival drawing over twenty thousand visitors, about a sixth of them from interstate or overseas (Hingley). Antarctic links are evident in the city’s natural and built environment: the dolerite columns of Mt Wellington, the statue of the Tasmanian Antarctic explorer Louis Bernacchi on the waterfront, and the wharfs that regularly accommodate icebreakers such as the Aurora Australis and the Astrolabe. Antarctica is figured as a southern neighbour; as historian Tom Griffiths puts it, Tasmanians “grow up with Antarctica breathing down their necks” (5). As an Antarctic City, Hobart mediates access to Antarctica both physically and in the cultural imaginary.Perhaps in recognition of the diverse ways in which a region or a city might be connected to Antarctica, researchers have recently been suggesting critical approaches to the ‘gateway’ label. C. Michael Hall points to a fuzziness in the way the term is applied, noting that it has drifted from its initial definition (drawn from economic geography) as denoting an access and supply point to a hinterland that produces a certain level of economic benefits. While Hall looks to keep the term robustly defined to avoid empty “local boosterism” (272–73), Gabriela Roldan aims to move the concept “beyond its function as an entry and exit door”, arguing that, among other things, the local community should be actively engaged in the Antarctic region (57). Leane, examining the representation of Hobart as a gateway in historical travel texts, concurs that “ingress and egress” are insufficient descriptors of Tasmania’s relationship with Antarctica, suggesting that at least discursively the island is positioned as “part of an Antarctic rim, itself sharing qualities of the polar region” (45). The ARC Linkage Project described above, supported by the Hobart City Council, the State Government and the University of Tasmania, as well as other national and international partners, aims to foster the idea of the Hobart and its counterparts as ‘Antarctic cities’ whose citizens act as custodians for the South Polar region, with a genuine concern for and investment in its future.Near and Far: Local Perspectives A changing climate may once again herald a shift in the identity of the Tasmanian islands. Recognition of the central role of Antarctica in regulating the global climate has generated scientific and political re-evaluation of the region. Antarctica is not only the planet’s largest heat sink but is the engine of global water currents and wind patterns that drive weather patterns and biodiversity across the world (Convey et al. 543). For example, Tas van Ommen’s research into Antarctic glaciology shows the tangible connection between increased snowfall in coastal East Antarctica and patterns of drought southwest Western Australia (van Ommen and Morgan). Hobart has become a global centre of marine and Antarctic science, bringing investment and development to the city. As the global climate heats up, Tasmania—thanks to its low latitude and southerly weather patterns—is one of the few regions in Australia likely to remain temperate. This is already leading to migration from the mainland that is impacting house prices and rental availability (Johnston; Landers 1). The region’s future is therefore closely entangled with its proximity to the far south. Salazar writes that “we cannot continue to think of Antarctica as the end of the Earth” (67). Shifting Antarctica into focus also brings Tasmania in from the margins. As an Antarctic city, Hobart assumes a privileged positioned on the global stage. This allows the city to present itself as central to international research efforts—in contrast to domestic views of the place as a small regional capital. The city inhabits dual identities; it is both on the periphery of Australian concerns and at the centre of Antarctic activity. Tasmania, then, is not in freefall, but rather at the forefront of a push to recognise Antarctica as entangled with its neighbours to the north.AcknowledgementsThis work was supported by the Australian Research Council under LP160100210.ReferencesAntonello, Alessandro. “Finding Place in Antarctica.” Antarctica and the Humanities. Eds. Peder Roberts, Lize-Marie van der Watt, and Adrian Howkins. London: Palgrave Macmillan, 2016. 181–204.Australian Government. 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IntroductionThis article explores the work of lists in mediating the materiality and complexity of everyday life. In contemporary cultural contexts the endless proliferation of listing forms and practices takes on a “self-reflexivity” that signals their functional and productive role in negotiating the everyday. Grocery lists, to do lists, and other fragmentary notes work as personal tools for ordering and managing daily needs and activities. But what do these fragments tell us about the work of lists? Do they “merely” describe or provide analytical insight into the everyday? To address these questions we explore the issues and anxieties raised by everyday consumption drawing on theories of everyday life. These concerns, which are examined in detail in the second part of the paper, lie at the heart of French writer Georges Perec’s interest in the “infra-ordinary”—that which resides within the everyday. In the parts of his writing that he designated in retrospect as “sociological,” Perec takes the form and function of lists as a starting point for a range of literary experiments that work as tools of discovery and invention capable in their seeming banality of both mapping and disrupting everyday life. Les Choses (Things) and Je Me Souviens (I Remember), for example, take the form of endless and repetitious lists of things, places, people, and memories, collections of fragments that aim to achieve a new kind of sociology of everyday life. While this project may be contentious in terms of its “representativeness,” as a discursive method or mode of ethnographic practice (Becker) it points to the generative power of lists as both of the everyday and as an analytical tool of discovery for understanding the everyday. Perec’s sociology of the everyday is not, we argue, articulated as a form of a cohesive or generalizable characterisation of social institutions, but rather emerges as an “invent-ory” of the rich texture and disjunctures that populated his everyday spaces, personal encounters, and memories. Lists and the EverydayTo see lists as tools of common use, to paraphrase Spufford (2), is to place the list squarely within the realm of the everyday. A particular feature of the everyday—its “special quality,” as Highmore puts it—is that it is characterised by “the unnoticed, the inconspicuous, the unobtrusive” (Highmore 1). The everyday is enigmatic, elusive, difficult to grasp, and important because of this. In Maurice Blanchot’s famous formulation, “whatever its other aspects, the everyday has this essential trait: it allows no hold. It escapes” (14). Its pervasiveness renders it as platitude, but, as Blanchot adds, “this banality is also what is most important, if it brings us back to existence in its very spontaneity and as it is lived” (13). This tension poses special challenges for critics of the everyday who must register it as a part of, as inhering in, “manifold lived experience” without it “dissolving” into “statistics, properties, data” when it is “made the object of study” (Sheringham 360). In short, as Fran Martin (2) points out, “even though it surrounds us completely and takes up the vast majority of our time, the everyday is extremely difficult to pin down.” It is a predicament that is made all the more difficult in light of the complicated entanglement of the everyday and consumer capitalism (Jagose; Lury; Schor and Holt). This close relationship between consumer objects—things—and everyday life (along with other historical factors), has profoundly shifted critical understanding of the processes of subject formation and identity performance. One influential formulation of these transformations, associated most strongly with the work of Giddens and Beck, is captured in the notion of “reflexive modernity.” This refers to the understanding that, increasingly, at a broader societal level, “the very idea of controllability, certainty or security” is being challenged (Beck, World Risk Society 2)—developments that impact directly on how self-identity is formed (Giddens), reformed and performed (Hall). Faced with such upheavals, it is suggested that the individual increasingly “must produce, stage and cobble together their biographies themselves” (Beck, “Reinvention” 13), they must self-reflexively “invent” themselves. As Slater puts it, individuals, by force of circumstance, are required to “choose, construct, interpret, negotiate, display who they are to be seen as” (84) using a wide array of resources, both material and symbolic. Consumerism, it is widely argued, proffers its goods as solutions to these problems of identity (Slater 85). For instance, Adam Arvidsson notes how goods are used in the construction of “social relations, shared emotions, personal identity or forms of community” (18). This is particularly the case in relation to lifestyle consumption, which for Chaney (11) functions as a response to the loss of meaning in modern life following the sorts of larger societal upheavals described by Giddens and Beck and others. The general implication of lifestyle consumption across its various forms is that “‘every choice’ […] all acts of purchase or consumption, […] ‘are decisions not only about how to act but who to be’” (Warde in Slater 85). It is here that we can place the contemporary work of lists and the proliferation of list forms and practices. Lists figure in vital ways within this context of consumer-based everyday life. At a general level, lists assist us in making sense of the activities, objects, and experiences that feed and constitute daily life. In this sense, the list is a crucial mediating device, a means of organising things and bringing the mundanities and the exigencies of the everyday under control:The list categorises the ongoing chores of everyday life: organising and managing shopping, work, laundry, meetings, parking fines, and body management. (Crewe 33)In relation to lifestyle consumption, lists and inventories constitute one key way in which “we attempt to organise and order consumption” (Crewe 29). In this sense, lists are, for Louise Crewe, important “scripting devices that help us to manage the mundanity and weighty materiality of consumption” (Crewe 29). The use of the phrase “scripting device” is important here insofar as it suggests a double-movement in which lists simultaneously serve as “devices for regulating and disciplining the consuming body” (that is, lists as “prompts” that encourage us to follow the “script” of consumer culture) and work productively to “narrate practice and desire” (part of the “scripting” of self-identity and performance) (Crewe 30).In developing and illustrating these ideas, Crewe draws on Bill Keaggy’s found shopping lists project. Originally a blog, and subsequently a book entitled Milk Eggs Vodka, Keaggy gathers (and offers humorous commentary on) a wide array of discarded shopping lists that range from the mundane, to the bizarre, to the profound, each, in their own way, surprisingly rich and revealing of the scribes who penned them. Individually, the lists relay, through object names, places, actions, and prompts, the mundane landscape of everyday consumption. For example: Zip lockIceBeerFruit (Keaggy 42) SunglassesShoesBeer$Food (Keaggy 205)Keaggy’s collection comes to life, however, through his own careful organisation of these personal fragments into meaningful categories delineated by various playful and humorous characteristics. This listing of lists performs a certain transformation that works only in accumulation, in the book’s organisation, and through Keaggy’s humorous annotations. That is, Keaggy’s deliberate organisation of the lists into categories that highlight certain features over others, and his own annotations, introduces an element of invention and play, and delivers up many unexpected insights into their anonymous compilers’ lives. This dual process of utilising the list form as a creative and a critical tool for understanding the everyday also lies at the heart of Georges Perec’s literary and sociological project. Georges Perec: Towards an Invent-ory of Everyday LifeThe work of the French experimental writer Georges Perec is particularly instructive in understanding the generative potential of the act of listing. Perec was especially attuned to the effectiveness and significance of lists in revealing what is important in the mundane and quotidian—what he calls the “infra-ordinary” or “endotic” (as opposed to the “extraordinary” and “exotic”). As shall be detailed below, Perec’s creative recuperation of the list form as a textual device and critical tool leads us to a fuller appreciation of how, in Crewe’s words, “the most mundane, ordinary, invisible, and seemingly uninteresting things can be as significant and revealing as the most dramatic” (44).Across Perec’s diverse literary output, lists figure repeatedly in ways that speak directly to their ability to shed light on the inner workings of the everyday—their ability to make the familiar strange (Highmore 12)—and to reveal the entangled interactions between everyday consumption and personal identity. It is in this second sense that lists operate in his novel Things: A Story of the Sixties (Les Choses, 1965), a book that the French philosopher Alain Badiou (20, note 1) describes as a “rigorous literary version of the Marxist theme of alienation—especially the prevalence of things over existence.” Things tells of the endeavours of Sylvie and Jérôme, a young Parisian couple who, in Bourdieu’s terms, attempt to improve their social position in part through the cultural capital resources they see as invested in consumer objects, in the “things” that they acquire and desire. Perec’s telling of this narrative is heavily populated with lists of these semiotically loaded objects of consumer desire, taste, and distinction. The book opens, for example, with a descriptive listing of the kinds of decorative elements that visitors would encounter in the entrance hall of an idealised, imagined Paris apartment the couple longed for:Your eye, first of all, would glide over the grey fitted carpet in the narrow, long and high-ceilinged corridor. Its walls would be cupboards, in light-coloured wood, with fittings of gleaming brass. Three prints, depicting, respectively, the Derby winner Thunderbird, a paddle-steamer named Ville-de-Montereau, and a Stephenson locomotive, would lead to a leather curtain hanging on thick, black, grainy wooden rings which would slide back at the merest touch. (Perec, Things 21) This (and other detailed) listing of idealised objects—which, as the book progresses, are set in stark opposition to their present lived reality—tells the reader a great deal about the two protagonists’ wants and desires (“they both possessed, alas, but a single passion, the passion for a higher standard of living, and it exhausted them”—Perec, Things 35), and wider collective identification with these desires. Indeed, such identifications clearly had wide social resonance in France (and elsewhere) with Things collecting the Prix Renaudot. The ability of lists to speak to collective social (not just individual) experience was also explored by Perec in Je me souviens (1978), a book modelled on a project by Joe Brainard and which comprised a series of personal recollections of largely unremarkable events, which, nevertheless, at the time, had gained some form of purchase within the collective psyche of the French people—in Perec’s words, a random list of “little fragments of the everyday, things which, in such and such a year, everyone more or less the same age has seen, or lived, or share, and which have subsequently disappeared or been forgotten” (cited in Adair 178). For example:(item 57) I remember that Christian Jacque divorced Renée Faure in order to marry Martine Carol.(item 247) I remember that De Gaulle had a brother named Paul who was director of the Foire de Paris. (cited in Adair 179)Both these texts are component parts in a larger project of Perec’s to develop “an anthropology of everyday life” (Perec, “Notes” 142 note §). Howard Becker has offered a challenging, though also somewhat ambivalent, critique of Perec’s “sociological” method in these and other texts, contrasting Perec’s descriptive ethnography with the work that social scientists do. Becker takes aim at the way Perec’s detailed listing of objects, people, events, and memories eschews narrative and sociological design, referring to Perec’s method as “proto-ethnography,” or “detailed ‘raw description’” (73). Yet Becker is also drawn in by the end products of that method: “As you read Perec’s descriptions, you increasingly succumb to the feeling (at least I do, and I think others do as well) that this is important, though you can’t say how” (71). Ultimately, his criticism decries Perec’s failure to impose an explicit order on his lists and fragments, perhaps missing the significance of the way they are always bounded and underpinned by a conceptual principle: “It does not seem to have the kind of cohesion, at least not obviously, that social scientists like to ascribe to a culture, a similarity or interlocking or affinity of the parts to one another…” (74). That is, Perec’s lists stand as fragments, but fragments that do add up to something, as Becker admits: “The whole is more than the parts” (69). This ambivalence points to the analytical potential Perec found within those fragments, the “raw description,” that can only be understood through the end product. It could be argued that his lists defy the very possibility of presenting the everyday as a cohesive whole, and promote instead the everyday in its rich texture, as repetition and disjuncture. This project presents itself, in short, as a sociology of the everyday, whilst subverting the functionalist traditions of sociological observation and classification (Boyne). As Perec asks of the habitual, “How are we to speak of [...] ‘common things,’ how to track them down rather, flush them out, wrest them from the dross in which they remain mired, how to give them a meaning, a tongue [...]?” (Perec, “Approaches” 210). Lists (alongside other forms of description) play a vital role in this project and provide a partial answer to the above questions, and this is why Perec’s lists actively seek out the banal or quotidian. In addition to the examples cited above, fascination with enumeration of this kind is most strikingly realised in his essay, “Attempt at an Inventory of the Liquid and Solid Foodstuffs Ingurgitated by Me in the Course of the Year Nineteen Hundred and Seventy-Four” (Реrес, “Attempt” 244-249), and his later radio broadcast, “An Attempt at а Description of Things Seen at Mabillon Junction on 19 Мау 1978” (Bellos 640). At very least, Perec’s experiments serve as testimony to his ability to transform the trivial into the poetic—list-making as “invent-ory”. Importantly, however, Perec makes the shift from the inventory as a pragmatic listing form, “presenting a simple series of units,” “collected by a conceptual principle” (Belknap 2, 3), to a more transformative or analytical discursive practice. In all the above cases, Perec’s “accumulation is used in conjunction with other forms, devices, and intentions” (Bellos 670), such as, for instance, in the deployment of the list (the “invent-ory”) as an effective lever with which to pry open for inspection the seemingly inscrutable inner workings of everyday spaces, things, memories, in order that they might “speak of what is [and] of what we are” (Perec, “Approaches” 210).In this way, Perec’s use of lists (and various forms of categorisation) can be understood as a critique of the very possibility of stable method applied to classificatory ordering systems. In its place he promotes a set of practices that are oriented towards, and appropriate to, investigations of the everyday, rather than establishing scientific universals. At points in his work Perec expresses discomfort or even anxiety in taking the act of classification as a “method.” He begins his essay “Think/Classify,” for instance, by lamenting the “discursive deficiency” of his own use of classification in grasping the everyday, which at the same time calls “the thinkable and the classifiable into question” (189). And, yet, the act of listing, situated as it is for Perec firmly within the material contexts of particular activities and spaces, ultimately offers a productive means by which to understand, and negotiate, the everyday.ConclusionIn this paper we have examined the everyday work of lists and the functions that they serve in mediating the materiality and complexity of everyday life. In the first section of the paper, following Crewe, we explored the dual function of lists as scripting devices in simultaneously “disciplining” us as consumers as well and as a means of controlling the everyday in ways that also feed our sense of self-identity. In this sense lists are complex devices. Perec was especially attuned to the layers of complexity that attend our engagement with lists. In particular, as we explored in the second part of the paper, Perec saw lists as a critical and productive tool (an invent-ory) and used them to scrutinise common things in the hope that they might “speak of what is [and] of what we are” (Perec, “Approaches” 210). Lists remain, in this sense, an accessible discursive technology often surprising for their subtle revelations about the everyday even while they maintain adherence to an inherently recognisable form.In setting out the importance of his own “project,” and the need to question the habitual, Perec provides a set of instructions (his “pedagogic strategy”—Adair 177), presented as an approach (if not a method), and which signals his desire to critique the traditions of social science as a method of material and social ordering and analysis. Perec’s appropriation of this approach, this discursive technology, also works as a provocation, as a “project” that others might adopt. He prompts his readers to “make an inventory of your pockets, your bag. Ask yourself about the provenance, the use, what will become of each of the objects you take out” (Perec, “Approaches” 210). This is a challenge that was built upon in different ways by a number of writers inspired by the esprit of Perec’s approach to the everyday, associated also with “a wider cultural shift from systems and structures to practices and performances” (Sherringham 292). Sherringham, for instance, traces the “redirection of ethnographic scrutiny from the far to the near” in the work of Augé, Ernaux, Maspero and Réda amongst others (292-359). Perec’s lists thus serve as a series of provocations which still hold critical purchase, and the full implications of which are still to be realised.ReferencesAdair, Gilbert. “The Eleventh Day: Perec and the Infra-ordinary.” The Review of Contemporary Fiction XXIX.1 (2009): 176-88.Arvidsson, Adam. Brands: Meaning and Value in Media Culture. London: Routledge, 2006.Badiou, Alain. The Rebirth of History: Times of Riots and Uprisings. Trans. Gregory Elliott. London: Verso, 2012.Beck, Ulrich. “The Reinvention of Politics: Towards a Theory of Reflexive Modernization.” Reflexive Modernization: Politics, Tradition and Aesthetics in the Modern Social Order. Eds. Ulrich Beck, Anthony Giddens and Scott Lash. Cambridge: Polity, 1994. 1-55.---. World Risk Society. Malden, MA: Polity, 1999.Becker, Howard. “Georges Perec’s Experiments in Social Description.” Ethnography 2.1 (2001): 63-76.Bellos, David. Georges Perec: A Life in Words. London: Harvill, 1999.Blanchot, Maurice. “Everyday Speech.” Trans. Susan Hanson. Yale French Studies 73 (1987): 12-20.Boyne, Roy. “Classification.” Theory, Culture and Society 23.2-3 (2006): 21-30.Chaney, David. Lifestyles. London: Routledge, 1996.Crewe, Louise. “Life Itemised: Lists, Loss, Unexpected Significance, and the Enduring Geographies of Discard.” Environment and Planning D: Society and Space 29 (2011): 27-46. Hall, Stuart. “The Question of Cultural Identity.” Modernity and Its Futures. Ed. Stuart Hall and Tony McGrew. Cambridge: Polity, 1992. 274-316.Highmore, Ben. Everyday Life and Cultural Theory: An Introduction. London: Routledge, 2002.Jagose, Annamarie. “The Invention of Lifestyle.” Interpreting Everyday Culture. Ed. Fran Martin. London: Hodder Arnold, 2003. 109-23.Keaggy, Bill. Milk Eggs Vodka: Grocery Lists Lost and Found. Cincinnati: How Books, 2007. Lury, Celia. Consumer Culture. Oxford: Polity Press, 1996. Martin, Fran. “Introduction.” Interpreting Everyday Culture. Ed. Fran Martin. London: Hodder Arnold, 2003. 1-10.Perec, Georges. “Approaches to What?” Species of Spaces. 209-11.---. “Attempt at an Inventory of the Liquid and Solid Foodstuffs Ingurgitated by Me in the Course of the Year Nineteen Hundred and Seventy-Four.” Species of Spaces. 244-49.---. “Notes on What I’m Looking For.” Species of Spaces. 141-43.---. Species of Spaces and Other Pieces. Ed. and trans. John Sturrock. Harmondsworth, Middlesex: Penguin, 1997.---. Things: A Story of the Sixties. Trans. David Bellos. London: Harvill, 1990.---. “Think/Classify.” Species of Spaces. 188-205.Schor, Juliet and Holt, Douglas B., eds. The Consumer Society Reader. New York: The New Press, 2011.Slater, Don. Consumer Culture and Modernity. Cambridge: Polity, 1997.

Introduction The social roles of alcohol consumption are rich and varied, with different types of alcoholic beverages reflecting important symbolic and cultural meanings. Sparkling wine is especially notable for its association with secular and sacred celebrations. Indeed, sparkling wine is rarely drunk as a matter of routine; bottles of such wine signal special occasions, heightened by the formality and excitement associated with opening the bottle and controlling (or not!) the resultant fizz (Faith). Originating in England and France in the late 1600s, sparkling wine marked a dramatic shift in winemaking techniques, with winemakers deliberately adding “fizz” or bubbles to their product (Faith). The resulting effervescent wines were first enjoyed by the social elite of European society, signifying privilege, wealth, luxury and nobility; however, new techniques for producing, selling and distributing the wines created a mass consumer culture (Guy). Production of Australian sparkling wines began in the late nineteenth century and consumption remains popular. As a “new world” country – that is, one not located in the wine producing areas of Europe – Australian sparkling wines cannot directly draw on the same marketing traditions as those of the “old world”. One enterprising company, Treasury Wine Estates, markets a range of wines, including a sparkling variety, called 19 Crimes, that draws, not on European traditions tied to luxury, wealth and prestige, but Australia’s colonial history. Using Augmented Reality and interactive story-telling, 19 Crimes wine labels feature convicts who had committed one or more of 19 crimes punishable by transportation to Australia from Britain. The marketing of sparkling wine using convict images and convict stories of transportation have not diminished the celebratory role of consuming “bubbly”. Rather, in exploring the marketing techniques employed by the company, particularly when linked to the traditional drink of celebration, we argue that 19 Crimes, while fun and informative, nevertheless romanticises convict experiences and Australia’s convict past. Convict Heritage and Re-Appropriating the Convict Image Australia’s cultural heritage is undeniably linked to its convict past. Convicts were transported to Australia from England and Ireland over an 80-year period between 1788-1868. While the convict system in Australia was not predominantly characterised by incarceration and institutionalisation (Jones 18) the work they performed was often forced and physically taxing, and food and clothing shortages were common. Transportation meant exile, and “it was a fierce punishment that ejected men, women and children from their homelands into distant and unknown territories” (Bogle 23). Convict experiences of transportation often varied and were dependent not just on the offender themselves (for example their original crime, how willing they were to work and their behaviour), but also upon the location they were sent to. “Normal” punishment could include solitary confinement, physical reprimands (flogging) or hard labour in chain gangs. From the time that transportation ceased in the mid 1800s, efforts were made to distance Australia’s future from the “convict stain” of its past (Jones). Many convict establishments were dismantled or repurposed with the intent of forgetting the past, although some became sites of tourist visitation from the time of closure. Importantly, however, the wider political and social reluctance to engage in discourse regarding Australia’s “unsavoury historical incident” of its convict past continued up until the 1970s (Jones 26). During the 1970s Australia’s convict heritage began to be discussed more openly, and indeed, more favourably (Welch 597). Many today now view Australia’s convicts as “reluctant pioneers” (Barnard 7), and as such they are celebrated within our history. In short, the convict heritage is now something to be celebrated rather than shunned. This celebration has been capitalised upon by tourist industries and more recently by wine label 19 Crimes. “19 Crimes: Cheers to the Infamous” The Treasury Wine Estates brand launched 19 Crimes in 2011 to a target population of young men aged between 18 and 34 (Lyons). Two limited edition vintages sold out in 2011 with “virtually no promotion” (19 Crimes, “Canadians”). In 2017, 19 Crimes became the first wine to use an Augmented Reality (AR) app (the app was later renamed Living Wines Labels in 2018) that allowed customers to hover their [smart] phone in front of a bottle of the wine and [watch] mugshots of infamous 18th century British criminals come to life as 3D characters who recount their side of the story. Having committed at least one of the 19 crimes punishable by exile to Australia, these convicts now humor and delight wine drinkers across the globe. (Lirie) Given the target audience of the 19 Crimes wine was already 18-34 year old males, AR made sense as a marketing technique. Advertisers are well aware the millennial generation is “digitally empowered” and the AR experience was created to not only allow “consumers to engage with 19 Crimes wines but also explore some of the stories of Australia’s convict past … [as] told by the convicts-turned-colonists themselves!” (Lilley cited in Szentpeteri 1-2). The strategy encourages people to collect convicts by purchasing other 19 Crimes alcohol to experience a wider range of stories. The AR has been highly praised: they [the labels] animate, explaining just what went down and giving a richer experience to your beverage; engaging both the mind and the taste buds simultaneously … . ‘A fantastic app that brings a little piece of history to life’, writes one user on the Apple app store. ‘I jumped out of my skin when the mugshot spoke to me’. (Stone) From here, the success of 19 Crimes has been widespread. For example, in November 2020, media reports indicated that 19 Crimes red wine was the most popular supermarket wine in the UK (Lyons; Pearson-Jones). During the UK COVID lockdown in 2020, 19 Crimes sales increased by 148 per cent in volume (Pearson-Jones). This success is in no small part to its innovative marketing techniques, which of course includes the AR technology heralded as a way to enhance the customer experience (Lirie). The 19 Crimes wine label explicitly celebrates infamous convicts turned settlers. The website “19 Crimes: Cheers to the Infamous” incorporates ideas of celebration, champagne and bubbles by encouraging people to toast their mates: the convicts on our wines are not fiction. They were of flesh and blood, criminals and scholars. Their punishment of transportation should have shattered their spirits. Instead, it forged a bond stronger than steel. Raise a glass to our convict past and the principles these brave men and women lived by. (19 Crimes, “Cheers”) While using alcohol, and in particular sparkling wine, to participate in a toasting ritual is the “norm” for many social situations, what is distinctive about the 19 Crimes label is that they have chosen to merchandise and market known offenders for individuals to encounter and collect as part of their drinking entertainment. This is an innovative and highly popular concept. According to one marketing company: “19 Crimes Wines celebrate the rebellious spirit of the more than 160,000 exiled men and women, the rule breakers and law defying citizens that forged a new culture and national spirit in Australia” (Social Playground). The implication is that by drinking this brand of [sparkling] wine, consumers are also partaking in celebrating those convicts who “forged” Australian culture and national spirit. In many ways, this is not a “bad thing”. 19 Crimes are promoting Australian cultural history in unique ways and on a very public and international scale. The wine also recognises the hard work and success stories of the many convicts that did indeed build Australia. Further, 19 Crimes are not intentionally minimising the experiences of convicts. They implicitly acknowledge the distress felt by convicts noting that it “should have shattered their spirits”. However, at times, the narratives and marketing tools romanticise the convict experience and culturally reinterpret a difficult experience into one of novelty. They also tap into Australia’s embracement of larrikinism. In many ways, 19 Crimes are encouraging consumers to participate in larrikin behaviour, which Bellanta identifies as being irreverent, mocking authority, showing a disrespect for social subtleties and engaging in boisterous drunkenness with mates. Celebrating convict history with a glass of bubbly certainly mocks authority, as does participating in cultural practices that subvert original intentions. Several companies in the US and Europe are now reportedly offering the service of selling wine bottle labels with customisable mugshots. Journalist Legaspi suggests that the perfect gift for anyone who wants a sparkling wine or cider to toast with during the Yuletide season would be having a customisable mugshot as a wine bottle label. The label comes with the person’s mugshot along with a “goofy ‘crime’ that fits the person-appealing” (Sotelo cited in Legaspi). In 2019, Social Playground partnered with MAAKE and Dan Murphy's stores around Australia to offer customers their own personalised sticker mugshots that could be added to the wine bottles. The campaign was intended to drive awareness of 19 Crimes, and mugshot photo areas were set up in each store. Customers could then pose for a photo against the “mug shot style backdrop. Each photo was treated with custom filters to match the wine labels actual packaging” and then printed on a sticker (Social Playground). The result was a fun photo moment, delivered as a personalised experience. Shoppers were encouraged to purchase the product to personalise their bottle, with hundreds of consumers taking up the offer. With instant SMS delivery, consumers also received a branded print that could be shared so [sic] social media, driving increased brand awareness for 19 Crimes. (Social Playground) While these customised labels were not interactive, they lent a unique and memorable spin to the wine. In many circumstances, adding personalised photographs to wine bottles provides a perfect and unique gift; yet, could be interpreted as making light of the conditions experienced by convicts. However, within our current culture, which celebrates our convict heritage and embraces crime consumerism, the reframing of a mugshot from a tool used by the State to control into a novelty gift or memento becomes culturally acceptable and desirable. Indeed, taking a larrikin stance, the reframing of the mugshot is to be encouraged. It should be noted that while some prisons were photographing criminals as early as the 1840s, it was not common practice before the 1870s in England. The Habitual Criminals Act of 1869 has been attributed with accelerating the use of criminal photographs, and in 1871 the Crimes Prevention Act mandated the photographing of criminals (Clark). Further, in Australia, convicts only began to be photographed in the early 1870s (Barnard) and only in Western Australia and Port Arthur (Convict Records, “Resources”), restricting the availability of images which 19 Crimes can utilise. The marketing techniques behind 19 Crimes and the Augmented app offered by Living Wines Labels ensure that a very particular picture of the convicts is conveyed to its customers. As seen above, convicts are labelled in jovial terms such as “rule breakers”, having a “rebellious spirit” or “law defying citizens”, again linking to notions of larrikinism and its celebration. 19 Crimes have been careful to select convicts that have a story linked to “rule breaking, culture creating and overcoming adversity” (19 Crimes, “Snoop”) as well as convicts who have become settlers, or in other words, the “success stories”. This is an ingenious marketing strategy. Through selecting success stories, 19 Crimes are able to create an environment where consumers can enjoy their bubbly while learning about a dark period of Australia’s heritage. Yet, there is a distancing within the narratives that these convicts are actually “criminals”, or where their criminal behaviour is acknowledged, it is presented in a way that celebrates it. Words such as criminals, thieves, assault, manslaughter and repeat offenders are foregone to ensure that consumers are never really reminded that they may be celebrating “bad” people. The crimes that make up 19 Crimes include: Grand Larceny, theft above the value of one shilling. Petty Larceny, theft under one shilling. Buying or receiving stolen goods, jewels, and plate... Stealing lead, iron, or copper, or buying or receiving. Impersonating an Egyptian. Stealing from furnished lodgings. Setting fire to underwood. Stealing letters, advancing the postage, and secreting the money. Assault with an intent to rob. Stealing fish from a pond or river. Stealing roots, trees, or plants, or destroying them. Bigamy. Assaulting, cutting, or burning clothes. Counterfeiting the copper coin... Clandestine marriage. Stealing a shroud out of a grave. Watermen carrying too many passengers on the Thames, if any drowned. Incorrigible rogues who broke out of Prison and persons reprieved from capital punishment. Embeuling Naval Stores, in certain cases. (19 Crimes, “Crimes”) This list has been carefully chosen to fit the narrative that convicts were transported in the main for what now appear to be minimal offences, rather than for serious crimes which would otherwise have been punished by death, allowing the consumer to enjoy their bubbly without engaging too closely with the convict story they are experiencing. The AR experience offered by these labels provides consumers with a glimpse of the convicts’ stories. Generally, viewers are told what crime the convict committed, a little of the hardships they encountered and the success of their outcome. Take for example the transcript of the Blanc de Blancs label: as a soldier I fought for country. As a rebel I fought for cause. As a man I fought for freedom. My name is James Wilson and I fight to the end. I am not ashamed to speak the truth. I was tried for treason. Banished to Australia. Yet I challenged my fate and brought six of my brothers to freedom. Think that we have been nearly nine years in this living tomb since our first arrest and that it is impossible for mind or body to withstand the continual strain that is upon them. One or the other must give way. While the contrived voice of James Wilson speaks about continual strain on the body and mind, and having to live in a “living tomb” [Australia] the actual difficulties experienced by convicts is not really engaged with. Upon further investigation, it is also evident that James Wilson was not an ordinary convict, nor was he strictly tried for treason. Information on Wilson is limited, however from what is known it is clear that he enlisted in the British Army at age 17 to avoid arrest when he assaulted a policeman (Snoots). In 1864 he joined the Irish Republican Brotherhood and became a Fenian; which led him to desert the British Army in 1865. The following year he was arrested for desertion and was convicted by the Dublin General Court Martial for the crime of being an “Irish rebel” (Convict Records, “Wilson”), desertion and mutinous conduct (photo from the Wild Geese Memorial cited in The Silver Voice). Prior to transportation, Wilson was photographed at Dublin Mountjoy Prison in 1866 (Manuscripts and Archives Division), and this is the photo that appears on the Blanc de Blancs label. He arrived in Fremantle, Western Australia on 9 January 1868. On 3 June 1869 Wilson “was sentenced to fourteen days solitary, confinement including ten days on bread and water” (photo from the Wild Geese Memorial cited in The Silver Voice) for an unknown offence or breach of conduct. A few years into his sentence he sent a letter to a fellow Fenian New York journalist John Devoy. Wilson wrote that his was a voice from the tomb. For is not this a living tomb? In the tomb it is only a man’s body is good for the worms but in this living tomb the canker worm of care enters the very soul. Think that we have been nearly nine years in this living tomb since our first arrest and that it is impossible for mind or body to withstand the continual strain that is upon them. One or the other must give way. (Wilson, 1874, cited in FitzSimons; emphasis added) Note the last two lines of the extract of the letter have been used verbatim by 19 Crimes to create their interactive label. This letter sparked a rescue mission which saw James Wilson and five of his fellow prisoners being rescued and taken to America where Wilson lived out his life (Reid). This escape has been nicknamed “The Great Escape” and a memorial was been built in 2005 in Rockingham where the escape took place. While 19 Crimes have re-created many elements of Wilson’s story in the interactive label, they have romanticised some aspects while generalising the conditions endured by convicts. For example, citing treason as Wilson’s crime rather than desertion is perhaps meant to elicit more sympathy for his situation. Further, the selection of a Fenian convict (who were often viewed as political prisoners that were distinct from the “criminal convicts”; Amos) allows 19 Crimes to build upon narratives of rule breaking by focussing on a convict who was sent to Australia for fighting for what he believed in. In this way, Wilson may not be seen as a “real” criminal, but rather someone to be celebrated and admired. Conclusion As a “new world” producer of sparkling wine, it was important for 19 Crimes to differentiate itself from the traditionally more sophisticated market of sparkling-wine consumers. At a lower price range, 19 Crimes caters to a different, predominantly younger, less wealthy clientele, who nevertheless consume alcoholic drinks symbolic to the occasion. The introduction of an effervescent wine to their already extensive collection encourages consumers to buy their product to use in celebratory contexts where the consumption of bubbly defines the occasion. The marketing of Blanc de Blancs directly draws upon ideas of celebration whilst promoting an image and story of a convict whose situation is admired – not the usual narrative that one associates with celebration and bubbly. Blanc de Blancs, and other 19 Crimes wines, celebrate “the rules they [convicts] broke and the culture they built” (19 Crimes, “Crimes”). This is something that the company actively promotes through its website and elsewhere. Using AR, 19 Crimes are providing drinkers with selective vantage points that often sensationalise the reality of transportation and disengage the consumer from that reality (Wise and McLean 569). Yet, 19 Crimes are at least engaging with the convict narrative and stimulating interest in the convict past. Consumers are being informed, convicts are being named and their stories celebrated instead of shunned. Consumers are comfortable drinking bubbly from a bottle that features a convict because the crimes committed by the convict (and/or to the convict by the criminal justice system) occurred so long ago that they have now been romanticised as part of Australia’s colourful history. The mugshot has been re-appropriated within our culture to become a novelty or fun interactive experience in many social settings. For example, many dark tourist sites allow visitors to take home souvenir mugshots from decommissioned police and prison sites to act as a memento of their visit. The promotional campaign for people to have their own mugshot taken and added to a wine bottle, while now a cultural norm, may diminish the real intent behind a mugshot for some people. For example, while drinking your bubbly or posing for a fake mugshot, it may be hard to remember that at the time their photographs were taken, convicts and transportees were “ordered to sit for the camera” (Barnard 7), so as to facilitate State survelliance and control over these individuals (Wise and McLean 562). Sparkling wine, and the bubbles that it contains, are intended to increase fun and enjoyment. Yet, in the case of 19 Crimes, the application of a real-life convict to a sparkling wine label adds an element of levity, but so too novelty and romanticism to what are ultimately narratives of crime and criminal activity; thus potentially “making light” of the convict experience. 19 Crimes offers consumers a remarkable way to interact with our convict heritage. The labels and AR experience promote an excitement and interest in convict heritage with potential to spark discussion around transportation. The careful selection of convicts and recognition of the hardships surrounding transportation have enabled 19 Crimes to successfully re-appropriate the convict image for celebratory occasions. References 19 Crimes. “Cheers to the Infamous.” 19 Crimes, 2020. 14 Dec. 2020 <https://www.19crimes.com>. ———. “The 19 Crimes.” 19 Crimes, 2020. 14 Dec. 2020 <https://www.19crimes.com/en-au/the-19-crimes>. ———. “19 Crimes Announces Multi-Year Partnership with Entertainment Icon Snoop Dogg.” PR Newswire 16 Apr. 2020. 15 Dec. 2020 <https://www.prnewswire.com/news-releases/19-crimes-announces-multi-year-partnership-with-entertainment-icon-snoop-dogg-301041585.html>. ———. “19 Crimes Canadians Not Likely to Commit, But Clamouring For.” PR Newswire 10 Oct. 2013. 15 Dec. 2020 <https://www.prnewswire.com/news-releases/19-crimes-canadians-not-likely-to-commit-but-clamouring-for-513086721.html>. Amos, Keith William. The Fenians and Australia c 1865-1880. Doctoral thesis, UNE, 1987. <https://hdl.handle.net/1959.11/12781>. Barnard, Edwin. Exiled: The Port Arthur Convict Photographs. Canberra: National Library of Australia, 2010. Bellanta, Melissa. Larrikins: A History. University of Queensland Press. Bogle, Michael. Convicts: Transportation and Australia. Sydney: Historic Houses Trust of New South Wales, 2008. Clark, Julia. ‘Through a Glass, Darkly’: The Camera, the Convict and the Criminal Life. PhD Dissertation, University of Tasmania, 2015. Convict Records. “James Wilson.” Convict Records 2020. 15 Dec. 2020 <https://convictrecords.com.au/convicts/wilson/james/72523>. ———. “Convict Resources.” Convict Records 2021. 23 Feb. 2021 <https://convictrecords.com.au/resources>. Faith, Nicholas. The Story of Champagne. Oxford: Infinite Ideas, 2016. FitzSimons, Peter. “The Catalpa: How the Plan to Break Free Irish Prisoners in Fremantle Was Hatched, and Funded.” Sydney Morning Herald 21 Apr. 2019. 15 Dec. 2020 <https://www.smh.com.au/entertainment/books/the-catalpa-how-the-plan-to-break-free-irish-prisoners-in-fremantle-was-hatched-and-funded-20190416-p51eq2.html>. Guy, Kolleen. When Champagne Became French: Wine and the Making of a National identity. Baltimore, Maryland: Johns Hopkins UP, 2007. Jones, Jennifer Kathleen. Historical Archaeology of Tourism at Port Arthur, Tasmania, 1885-1960. PhD Dissertation, Simon Fraser University, 2016. Legaspi, John. “Need a Wicked Gift Idea? Try This Wine Brand’s Customizable Bottle Label with Your Own Mugshot.” Manila Bulletin 18 Nov. 2020. 14 Dec. 2020 <https://mb.com.ph/2020/11/18/need-a-wicked-gift-idea-try-this-wine-brands-customizable-bottle-label-with-your-own-mugshot/>. Lirie. “Augmented Reality Example: Marketing Wine with 19 Crimes.” Boot Camp Digital 13 Mar. 2018. 15 Dec. 2020 <https://bootcampdigital.com/blog/augmented-reality-example-marketing-wine-19-crimes/>. Lyons, Matthew. “19 Crimes Named UK’s Favourite Supermarket Wine.” Harpers 23 Nov. 2020. 14 Dec. 2020 <https://harpers.co.uk/news/fullstory.php/aid/28104/19_Crimes_named_UK_s_favourite_supermarket_wine.html>. Manuscripts and Archives Division, The New York Public Library. "John O'Reilly, 10th Hussars; Thomas Delany; James Wilson, See James Thomas, Page 16; Martin Hogan, See O'Brien, Same Page (16)." The New York Public Library Digital Collections. 1866. <https://digitalcollections.nypl.org/items/510d47dc-9768-a3d9-e040-e00a18064a99>. Pearson-Jones, Bridie. “Cheers to That! £9 Bottle of Australian Red Inspired by 19 Crimes That Deported Convicts in 18th Century Tops List as UK’s Favourite Supermarket Wine.” Daily Mail 22 Nov. 2020. 14 Dec. 2020 <https://www.dailymail.co.uk/femail/food/article-8933567/19-Crimes-Red-UKs-favourite-supermarket-wine.html>. Reid, Richard. “Object Biography: ‘A Noble Whale Ship and Commander’ – The Catalpa Rescue, April 1876.” National Museum of Australia n.d. 15 Dec. 2020 <https://www.nma.gov.au/__data/assets/pdf_file/0015/2553/NMA_Catalpa.pdf>. Snoots, Jen. “James Wilson.” Find A Grave 2007. 15 Dec. 2020 <https://www.findagrave.com/memorial/19912884/james-wilson>. Social Playground. “Printing Wine Labels with 19 Crimes.” Social Playground 2019. 14 Dec. 2020 <https://www.socialplayground.com.au/case-studies/maake-19-crimes>. Stone, Zara. “19 Crimes Wine Is an Amazing Example of Adult Targeted Augmented Reality.” Forbes 12 Dec. 2017. 15 Dec. 2020 <https://www.forbes.com/sites/zarastone/2017/12/12/19-crimes-wine-is-an-amazing-example-of-adult-targeted-augmented-reality/?sh=492a551d47de>. Szentpeteri, Chloe. “Sales and Marketing: Label Design and Printing: Augmented Reality Bringing Bottles to Life: How Treasury Wine Estates Forged a New Era of Wine Label Design.” Australian and New Zealand Grapegrower and Winemaker 654 (2018): 84-85. The Silver Voice. “The Greatest Propaganda Coup in Fenian History.” A Silver Voice From Ireland 2017. 15 Dec. 2020 <https://thesilvervoice.wordpress.com/tag/james-wilson/>. Welch, Michael. “Penal Tourism and the ‘Dream of Order’: Exhibiting Early Penology in Argentina and Australia.” Punishment & Society 14.5 (2012): 584-615. 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IntroductionCulinary education in Ireland has long been influenced by culinary education being delivered in catering colleges in the United Kingdom (UK). Institutionalised culinary education started in Britain through the sponsorship of guild conglomerates (Lawson and Silver). The City & Guilds of London Institute for the Advancement of Technical Education opened its central institution in 1884. Culinary education in Ireland began in Kevin Street Technical School in the late 1880s. This consisted of evening courses in plain cookery. Dublin’s leading chefs and waiters of the time participated in developing courses in French culinary classics and these courses ran in Parnell Square Vocational School from 1926 (Mac Con Iomaire “The Changing”). St Mary’s College of Domestic Science was purpose built and opened in 1941 in Cathal Brugha Street. This was renamed the Dublin College of Catering in the 1950s. The Council for Education, Recruitment and Training for the Hotel Industry (CERT) was set up in 1963 and ran cookery courses using the City & Guilds of London examinations as its benchmark. In 1982, when the National Craft Curriculum Certification Board (NCCCB) was established, CERT began carrying out their own examinations. This allowed Irish catering education to set its own standards, establish its own criteria and award its own certificates, roles which were previously carried out by City & Guilds of London (Corr). CERT awarded its first certificates in professional cookery in 1989. The training role of CERT was taken over by Fáilte Ireland, the State tourism board, in 2003. Changing Trends in Cookery and Culinary Textbooks at DIT The Dublin College of Catering which became part of the Dublin Institute of Technology (DIT) is the flagship of catering education in Ireland (Mac Con Iomaire “The Changing”). The first DIT culinary award, was introduced in 1984 Certificate in Diet Cookery, later renamed Higher Certificate in Health and Nutrition for the Culinary Arts. On the 19th of July 1992 the Dublin Institute of Technology Act was enacted into law. This Act enabled DIT to provide vocational and technical education and training for the economic, technological, scientific, commercial, industrial, social and cultural development of the State (Ireland 1992). In 1998, DIT was granted degree awarding powers by the Irish state, enabling it to make major awards at Higher Certificate, Ordinary Bachelor Degree, Honors Bachelor Degree, Masters and PhD levels (Levels six to ten in the National Framework of Qualifications), as well as a range of minor, special purpose and supplemental awards (National NQAI). It was not until 1999, when a primary degree in Culinary Arts was sanctioned by the Department of Education in Ireland (Duff, The Story), that a more diverse range of textbooks was recommended based on a new liberal/vocational educational philosophy. DITs School of Culinary Arts currently offers: Higher Certificates Health and Nutrition for the Culinary Arts; Higher Certificate in Culinary Arts (Professional Culinary Practice); BSc (Ord) in Baking and Pastry Arts Management; BA (Hons) in Culinary Arts; BSc (Hons) Bar Management and Entrepreneurship; BSc (Hons) in Culinary Entrepreneurship; and, MSc in Culinary Innovation and Food Product Development. From 1942 to 1970, haute cuisine, or classical French cuisine was the most influential cooking trend in Irish cuisine and this is reflected in the culinary textbooks of that era. Haute cuisine has been influenced by many influential writers/chefs such as Francois La Varenne, Antoine Carême, Auguste Escoffier, Ferand Point, Paul Bocuse, Anton Mosiman, Albert and Michel Roux to name but a few. The period from 1947 to 1974 can be viewed as a “golden age” of haute cuisine in Ireland, as more award-winning world-class restaurants traded in Dublin during this period than at any other time in history (Mac Con Iomaire “The Changing”). Hotels and restaurants were run in the Escoffier partie system style which is a system of hierarchy among kitchen staff and areas of the kitchens specialising in cooking particular parts of the menu i.e sauces (saucier), fish (poissonnier), larder (garde manger), vegetable (legumier) and pastry (patissier). In the late 1960s, Escoffier-styled restaurants were considered overstaffed and were no longer financially viable. Restaurants began to be run by chef-proprietors, using plate rather than silver service. Nouvelle cuisine began in the 1970s and this became a modern form of haute cuisine (Gillespie). The rise in chef-proprietor run restaurants in Ireland reflected the same characteristics of the nouvelle cuisine movement. Culinary textbooks such as Practical Professional Cookery, La Technique, The Complete Guide to Modern Cooking, The Art of the Garde Mange and Patisserie interpreted nouvelle cuisine techniques and plated dishes. In 1977, the DIT began delivering courses in City & Guilds Advanced Kitchen & Larder 706/3 and Pastry 706/3, the only college in Ireland to do so at the time. Many graduates from these courses became the future Irish culinary lecturers, chef-proprietors, and culinary leaders. The next two decades saw a rise in fusion cooking, nouvelle cuisine, and a return to French classical cooking. Numerous Irish chefs were returning to Ireland having worked with Michelin starred chefs and opening new restaurants in the vein of classical French cooking, such as Kevin Thornton (Wine Epergne & Thorntons). These chefs were, in turn, influencing culinary training in DIT with a return to classical French cooking. New Classical French culinary textbooks such as New Classical Cuisine, The Modern Patisserie, The French Professional Pastry Series and Advanced Practical Cookery were being used in DIT In the last 15 years, science in cooking has become the current trend in culinary education in DIT. This is acknowledged by the increased number of culinary science textbooks and modules in molecular gastronomy offered in DIT. This also coincided with the launch of the BA (Hons) in Culinary Arts in DIT moving culinary education from a technical to a liberal education. Books such as The Science of Cooking, On Food and Cooking, The Fat Duck Cookbook and Modern Gastronomy now appear on recommended textbooks for culinary students.For the purpose of this article, practical classes held at DIT will be broken down as follows: hot kitchen class, larder classes, and pastry classes. These classes had recommended textbooks for each area. These can be broken down into three sections: hot kitche, larder, and pastry. This table identifies that the textbooks used in culinary education at DIT reflected the trends in cookery at the time they were being used. Hot Kitchen Larder Pastry Le Guide Culinaire. 1921. Le Guide Culinaire. 1921. The International Confectioner. 1968. Le Repertoire De La Cuisine. 1914. The Larder Chef, Classical Food Preparation and Presentation. 1969. Patisserie. 1971. All in the Cooking, Books 1&2. 1943 The Art of the Garde Manger. 1973. The Modern Patissier. 1986 Larousse Gastronomique. 1961. New Classic Cuisine. 1989. Professional French Pastry Series. 1987. Practical Cookery. 1962. The Curious Cook. 1990. Complete Pastrywork Techniques. 1991. Practical Professional Cookery. 1972. On Food and Cooking. The Science and Lore of the Kitchen. 1991. On Food and Cooking: The Science and Lore of the Kitchen. 1991 La Technique. 1976. Advanced Practical Cookery. 1995. Desserts: A Lifelong Passion. 1994. Escoffier: The Complete Guide to the Art of Modern Cookery. 1979. The Science of Cooking. 2000. Culinary Artistry. Dornenburg, 1996. Professional Cookery: The Process Approach. 1985. Garde Manger, The Art and Craft of the Cold Kitchen. 2004. Grande Finales: The Art of the Plated Dessert. 1997. On Food and Cooking: The Science and Lore of the Kitchen. 1991. The Science of Cooking. 2000. Fat Duck Cookbook. 2009. Modern Gastronomy. 2010. Tab.1. DIT Culinary Textbooks.1942–1960 During the first half of the 20th century, senior staff working in Dublin hotels, restaurants and clubs were predominately foreign born and trained. The two decades following World War II could be viewed as the “golden age” of haute cuisine in Dublin as many award-wining restaurants traded in the city at this time (Mac Con Iomaire “The Emergence”). Culinary education in DIT in 1942 saw the use of Escoffier’s Le Guide Culinaire as the defining textbook (Bowe). This was first published in 1903 and translated into English in 1907. In 1979 Cracknell and Kaufmann published a more comprehensive and update edited version under the title The Complete Guide to the Art of Modern Cookery by Escoffier for use in culinary colleges. This demonstrated that Escoffier’s work had withstood the test of the decades and was still relevant. Le Repertoire de La Cuisine by Louis Saulnier, a student of Escoffier, presented the fundamentals of French classical cookery. Le Repertoire was inspired by the work of Escoffier and contains thousands of classical recipes presented in a brief format that can be clearly understood by chefs and cooks. Le Repertoire remains an important part of any DIT culinary student’s textbook list. All in the Cooking by Josephine Marnell, Nora Breathnach, Ann Mairtin and Mor Murnaghan (1946) was one of the first cookbooks to be published in Ireland (Cashmann). This book was a domestic science cooking book written by lecturers in the Cathal Brugha Street College. There is a combination of classical French recipes and Irish recipes throughout the book. 1960s It was not until the 1960s that reference book Larousse Gastronomique and new textbooks such as Practical Cookery, The Larder Chef and International Confectionary made their way into DIT culinary education. These books still focused on classical French cooking but used lighter sauces and reflected more modern cooking equipment and techniques. Also, this period was the first time that specific books for larder and pastry work were introduced into the DIT culinary education system (Bowe). Larousse Gastronomique, which used Le Guide Culinaire as a basis (James), was first published in 1938 and translated into English in 1961. Practical Cookery, which is still used in DIT culinary education, is now in its 12th edition. Each edition has built on the previous, however, there is now criticism that some of the content is dated (Richards). Practical Cookery has established itself as a key textbook in culinary education both in Ireland and England. Practical Cookery recipes were laid out in easy to follow steps and food commodities were discussed briefly. The Larder Chef was first published in 1969 and is currently in its 4th edition. This book focuses on classical French larder techniques, butchery and fishmongery but recognises current trends and fashions in food presentation. The International Confectioner is no longer in print but is still used as a reference for basic recipes in pastry classes (Campbell). The Modern Patissier demonstrated more updated techniques and methods than were used in The International Confectioner. The Modern Patissier is still used as a reference book in DIT. 1970s The 1970s saw the decline in haute cuisine in Ireland, as it was in the process of being replaced by nouvelle cuisine. Irish chefs were being influenced by the works of chefs such as Paul Boucuse, Roger Verge, Michel Guerard, Raymond Olivier, Jean & Pierre Troisgros, Alain Senderens, Jacques Maniere, Jean Delaveine and Michel Guerard who advanced the uncomplicated natural presentation in food. Henri Gault claims that it was his manifesto published in October 1973 in Gault-Millau magazine which unleashed the movement called La Nouvelle Cuisine Française (Gault). In nouvelle cuisine, dishes in Carème and Escoffier’s style were rejected as over-rich and complicated. The principles underpinning this new movement focused on the freshness of ingredients, and lightness and harmony in all components and accompaniments, as well as basic and simple cooking methods and types of presentation. This was not, however, a complete overthrowing of the past, but a moving forward in the long-term process of cuisine development, utilising the very best from each evolution (Cousins). Books such as Practical Professional Cookery, The Art of the Garde Manger and Patisserie reflected this new lighter approach to cookery. Patisserie was first published in 1971, is now in its second edition, and continues to be used in DIT culinary education. This book became an essential textbook in pastrywork, and covers the entire syllabus of City & Guilds and CERT (now Fáilte Ireland). Patisserie covered all basic pastry recipes and techniques, while the second edition (in 1993) included new modern recipes, modern pastry equipment, commodities, and food hygiene regulations reflecting the changing catering environment. The Art of the Garde Manger is an American book highlighting the artistry, creativity, and cooking sensitivity need to be a successful Garde Manger (the larder chef who prepares cold preparation in a partie system kitchen). It reflected the dynamic changes occurring in the culinary world but recognised the importance of understanding basic French culinary principles. It is no longer used in DIT culinary education. La Technique is a guide to classical French preparation (Escoffier’s methods and techniques) using detailed pictures and notes. This book remains a very useful guide and reference for culinary students. Practical Professional Cookery also became an important textbook as it was written with the student and chef/lecturer in mind, as it provides a wider range of recipes and detailed information to assist in understanding the tasks at hand. It is based on classical French cooking and compliments Practical Cookery as a textbook, however, its recipes are for ten portions as opposed to four portions in Practical Cookery. Again this book was written with the City & Guilds examinations in mind. 1980s During the mid-1980s, many young Irish chefs and waiters emigrated. They returned in the late-1980s and early-1990s having gained vast experience of nouvelle and fusion cuisine in London, Paris, New York, California and elsewhere (Mac Con Iomaire, “The Changing”). These energetic, well-trained professionals began opening chef-proprietor restaurants around Dublin, providing invaluable training and positions for up-and-coming young chefs, waiters and culinary college graduates. The 1980s saw a return to French classical cookery textbook such as Professional Cookery: The Process Approach, New Classic Cuisine and the Professional French Pastry series, because educators saw the need for students to learn the basics of French cookery. Professional Cookery: The Process Approach was written by Daniel Stevenson who was, at the time, a senior lecturer in Food and Beverage Operations at Oxford Polytechnic in England. Again, this book was written for students with an emphasis on the cookery techniques and the practices of professional cookery. The Complete Guide to Modern Cooking by Escoffier continued to be used. This book is used by cooks and chefs as a reference for ingredients in dishes rather than a recipe book, as it does not go into detail in the methods as it is assumed the cook/chef would have the required experience to know the method of production. Le Guide Culinaire was only used on advanced City & Guilds courses in DIT during this decade (Bowe). New Classic Cuisine by the classically French trained chefs, Albert and Michel Roux (Gayot), is a classical French cuisine cookbook used as a reference by DIT culinary educators at the time because of the influence the Roux brothers were having over the English fine dining scene. The Professional French Pastry Series is a range of four volumes of pastry books: Vol. 1 Doughs, Batters and Meringues; Vol. 2 Creams, Confections and Finished Desserts; Vol. 3 Petit Four, Chocolate, Frozen Desserts and Sugar Work; and Vol. 4 Decorations, Borders and Letters, Marzipan, Modern Desserts. These books about classical French pastry making were used on the advanced pastry courses at DIT as learners needed a basic knowledge of pastry making to use them. 1990s Ireland in the late 1990s became a very prosperous and thriving European nation; the phenomena that became known as the “celtic tiger” was in full swing (Mac Con Iomaire “The Changing”). The Irish dining public were being treated to a resurgence of traditional Irish cuisine using fresh wholesome food (Hughes). The Irish population was considered more well-educated and well travelled than previous generations and culinary students were now becoming interested in the science of cooking. In 1996, the BA (Hons) in Culinary Arts program at DIT was first mooted (Hegarty). Finally, in 1999, a primary degree in Culinary Arts was sanctioned by the Department of Education underpinned by a new liberal/vocational philosophy in education (Duff). Teaching culinary arts in the past had been through a vocational education focus whereby students were taught skills for industry which were narrow, restrictive, and constraining, without the necessary knowledge to articulate the acquired skill. The reading list for culinary students reflected this new liberal education in culinary arts as Harold McGee’s books The Curious Cook and On Food and Cooking: The Science and Lore of the Kitchen explored and explained the science of cooking. On Food and Cooking: The Science and Lore of the Kitchen proposed that “science can make cooking more interesting by connecting it with the basic workings of the natural world” (Vega 373). Advanced Practical Cookery was written for City & Guilds students. In DIT this book was used by advanced culinary students sitting Fáilte Ireland examinations, and the second year of the new BA (Hons) in Culinary Arts. Culinary Artistry encouraged chefs to explore the creative process of culinary composition as it explored the intersection of food, imagination, and taste (Dornenburg). This book encouraged chefs to develop their own style of cuisine using fresh seasonal ingredients, and was used for advanced students but is no longer a set text. Chefs were being encouraged to show their artistic traits, and none more so than pastry chefs. Grande Finale: The Art of Plated Desserts encouraged advanced students to identify different “schools” of pastry in relation to the world of art and design. The concept of the recipes used in this book were built on the original spectacular pieces montées created by Antoine Carême. 2000–2013 After nouvelle cuisine, recent developments have included interest in various fusion cuisines, such as Asia-Pacific, and in molecular gastronomy. Molecular gastronomists strive to find perfect recipes using scientific methods of investigation (Blanck). Hervè This experimentation with recipes and his introduction to Nicholos Kurti led them to create a food discipline they called “molecular gastronomy”. In 1998, a number of creative chefs began experimenting with the incorporation of ingredients and techniques normally used in mass food production in order to arrive at previously unattainable culinary creations. This “new cooking” (Vega 373) required a knowledge of chemical reactions and physico-chemical phenomena in relation to food, as well as specialist tools, which were created by these early explorers. It has been suggested that molecular gastronomy is “science-based cooking” (Vega 375) and that this concept refers to conscious application of the principles and tools from food science and other disciplines for the development of new dishes particularly in the context of classical cuisine (Vega). The Science of Cooking assists students in understanding the chemistry and physics of cooking. This book takes traditional French techniques and recipes and refutes some of the claims and methods used in traditional recipes. Garde Manger: The Art and Craft of the Cold Kitchen is used for the advanced larder modules at DIT. This book builds on basic skills in the Larder Chef book. Molecular gastronomy as a subject area was developed in 2009 in DIT, the first of its kind in Ireland. The Fat Duck Cookbook and Modern Gastronomy underpin the theoretical aspects of the module. This module is taught to 4th year BA (Hons) in Culinary Arts students who already have three years experience in culinary education and the culinary industry, and also to MSc Culinary Innovation and Food Product Development students. Conclusion Escoffier, the master of French classical cuisine, still influences culinary textbooks to this day. His basic approach to cooking is considered essential to teaching culinary students, allowing them to embrace the core skills and competencies required to work in the professional environment. Teaching of culinary arts at DIT has moved vocational education to a more liberal basis, and it is imperative that the chosen textbooks reflect this development. This liberal education gives the students a broader understanding of cooking, hospitality management, food science, gastronomy, health and safety, oenology, and food product development. To date there is no practical culinary textbook written specifically for Irish culinary education, particularly within this new liberal/vocational paradigm. There is clearly a need for a new textbook which combines the best of Escoffier’s classical French techniques with the more modern molecular gastronomy techniques popularised by Ferran Adria. References Adria, Ferran. Modern Gastronomy A to Z: A Scientific and Gastronomic Lexicon. London: CRC P, 2010. Barker, William. The Modern Patissier. London: Hutchinson, 1974. Barham, Peter. The Science of Cooking. Berlin: Springer-Verlag, 2000. Bilheux, Roland, Alain Escoffier, Daniel Herve, and Jean-Maire Pouradier. Special and Decorative Breads. New York: Van Nostrand Reinhold, 1987. Blanck, J. "Molecular Gastronomy: Overview of a Controversial Food Science Discipline." Journal of Agricultural and Food Information 8.3 (2007): 77-85. Blumenthal, Heston. The Fat Duck Cookbook. London: Bloomsbury, 2001. Bode, Willi, and M.J. Leto. The Larder Chef. Oxford: Butter-Heinemann, 1969. Bowe, James. Personal Communication with Author. Dublin. 7 Apr. 2013. Boyle, Tish, and Timothy Moriarty. Grand Finales, The Art of the Plated Dessert. New York: John Wiley, 1997. Campbell, Anthony. Personal Communication with Author. Dublin, 10 Apr. 2013. Cashman, Dorothy. "An Exploratory Study of Irish Cookbooks." Unpublished M.Sc Thesis. Dublin: Dublin Institute of Technology, 2009. Ceserani, Victor, Ronald Kinton, and David Foskett. Practical Cookery. London: Hodder & Stoughton Educational, 1962. Ceserani, Victor, and David Foskett. Advanced Practical Cookery. London: Hodder & Stoughton Educational, 1995. Corr, Frank. Hotels in Ireland. Dublin: Jemma, 1987. Cousins, John, Kevin Gorman, and Marc Stierand. "Molecular Gastronomy: Cuisine Innovation or Modern Day Alchemy?" International Journal of Hospitality Management 22.3 (2009): 399–415. Cracknell, Harry Louis, and Ronald Kaufmann. Practical Professional Cookery. London: MacMillan, 1972. Cracknell, Harry Louis, and Ronald Kaufmann. Escoffier: The Complete Guide to the Art of Modern Cookery. New York: John Wiley, 1979. Dornenburg, Andrew, and Karen Page. Culinary Artistry. New York: John Wiley, 1996. Duff, Tom, Joseph Hegarty, and Matt Hussey. The Story of the Dublin Institute of Technology. Dublin: Blackhall, 2000. Escoffier, Auguste. Le Guide Culinaire. France: Flammarion, 1921. Escoffier, Auguste. The Complete Guide to the Art of Modern Cookery. Ed. Crachnell, Harry, and Ronald Kaufmann. New York: John Wiley, 1986. Gault, Henri. Nouvelle Cuisine, Cooks and Other People: Proceedings of the Oxford Symposium on Food and Cookery 1995. Devon: Prospect, 1996. 123-7. Gayot, Andre, and Mary, Evans. "The Best of London." Gault Millau (1996): 379. Gillespie, Cailein. "Gastrosophy and Nouvelle Cuisine: Entrepreneurial Fashion and Fiction." British Food Journal 96.10 (1994): 19-23. Gisslen, Wayne. Professional Cooking. Hoboken: John Wiley, 2011. Hanneman, Leonard. Patisserie. Oxford: Butterworth-Heinemann, 1971. Hegarty, Joseph. Standing the Heat. New York: Haworth P, 2004. Hsu, Kathy. "Global Tourism Higher Education Past, Present and Future." Journal of Teaching in Travel and Tourism 5.1/2/3 (2006): 251-267 Hughes, Mairtin. Ireland. Victoria: Lonely Planet, 2000. Ireland. Irish Statute Book: Dublin Institute of Technology Act 1992. Dublin: Stationery Office, 1992. James, Ken. Escoffier: The King of Chefs. Hambledon: Cambridge UP, 2002. Lawson, John, and Harold, Silver. Social History of Education in England. London: Methuen, 1973. Lehmann, Gilly. "English Cookery Books in the 18th Century." The Oxford Companion to Food. Oxford: Oxford UP, 1999. 227-9. Marnell, Josephine, Nora Breathnach, Ann Martin, and Mor Murnaghan. All in the Cooking Book 1 & 2. Dublin: Educational Company of Ireland, 1946. Mac Con Iomaire, Máirtín. "The Changing Geography and Fortunes of Dublin's Haute Cuisine Restaurants, 1958-2008." Food, Culture and Society: An International Journal of Multidisiplinary Research 14.4 (2011): 525-45. ---. "Chef Liam Kavanagh (1926-2011)." Gastronomica: The Journal of Food and Culture 12.2 (2012): 4-6. ---. "The Emergence, Development and Influence of French Haute Cuisine on Public Dining in Dublin Restaurants 1900-2000: An Oral History". PhD. Thesis. Dublin: Dublin Institute of Technology, 2009. McGee, Harold. The Curious Cook: More Kitchen Science and Lore. New York: Hungry Minds, 1990. ---. On Food and Cooking the Science and Lore of the Kitchen. London: Harper Collins, 1991. Montague, Prosper. Larousse Gastronomique. New York: Crown, 1961. National Qualification Authority of Ireland. "Review by the National Qualifications Authority of Ireland (NQAI) of the Effectiveness of the Quality Assurance Procedures of the Dublin Institute of Technology." 2010. 18 Feb. 2012 ‹http://www.dit.ie/media/documents/services/qualityassurance/terms_of_ref.doc› Nicolello, Ildo. Complete Pastrywork Techniques. London: Hodder & Stoughton, 1991. Pepin, Jacques. La Technique. New York: Black Dog & Leventhal, 1976. Richards, Peter. "Practical Cookery." 9th Ed. Caterer and Hotelkeeper (2001). 18 Feb. 2012 ‹http://www.catererandhotelkeeper.co.uk/Articles/30/7/2001/31923/practical-cookery-ninth-edition-victor-ceserani-ronald-kinton-and-david-foskett.htm›. Roux, Albert, and Michel Roux. New Classic Cuisine. New York: Little, Brown, 1989. Roux, Michel. Desserts: A Lifelong Passion. London: Conran Octopus, 1994. Saulnier, Louis. Le Repertoire De La Cuisine. London: Leon Jaeggi, 1914. Sonnenschmidt, Fredric, and John Nicholas. The Art of the Garde Manger. New York: Van Nostrand Reinhold, 1973. Spang, Rebecca. The Invention of the Restaurant: Paris and Modern Gastronomic Culture. Cambridge: Harvard UP, 2000. Stevenson, Daniel. Professional Cookery the Process Approach. London: Hutchinson, 1985. The Culinary Institute of America. Garde Manger: The Art and Craft of the Cold Kitchen. Hoboken: New Jersey, 2004. Vega, Cesar, and Job, Ubbink. "Molecular Gastronomy: A Food Fad or Science Supporting Innovation Cuisine?". Trends in Food Science & Technology 19 (2008): 372-82. Wilfred, Fance, and Michael Small. The New International Confectioner: Confectionary, Cakes, Pastries, Desserts, Ices and Savouries. 1968.

Lincolnshire, England. The crowd cheer when the ball breaks loose. From one end of the field to the other, the players chase, their snouts hovering just above the grass. It’s not a case of four legs being better, rather a novel way to attract customers to the Woodside Wildlife and Falconry Park. During the matches, volunteers are drawn from the crowd to hold goal posts at either end of the run the pigs usually race on. With five pigs playing, two teams of two and a referee, and a ball designed to leak feed as it rolls (Stevenson) the ten-minute competition is fraught with tension. While the pig’s contributions to “the beautiful game” (Fish and Pele 7) have not always been so obvious, it could be argued that specific parts of the animal have had a significant impact on a sport which, despite calls to fall into line with much of the rest of the world, people in Australia (and the US) are more likely to call soccer. The Football Precursors to the modern football were constructed around an inflated pig’s bladder (Price, Jones and Harland). Animal hide, usually from a cow, was stitched around the bladder to offer some degree of stability, but the bladder’s irregular and uneven form made for unpredictable movement in flight. This added some excitement and affected how ball games such as the often violent, calico matches in Florence, were played. In the early 1970s, the world’s oldest ball was discovered during a renovation in Stirling Castle, Scotland. The ball has a pig’s bladder inside its hand-stitched, deer-hide outer. It was found in the ceiling above the bed in, what was then Mary Queens of Scots’ bedroom. It has since been dated to the 1540s (McGinnes). Neglected and left in storage until the late 1990s, the ball found pride of place in an exhibition in the Smiths Art Gallery and Museum, Stirling, and only gained worldwide recognition (as we will see later) in 2006. Despite confirmed interest in a number of sports, there is no evidence to support Mary’s involvement with football (Springer). The deer-hide ball may have been placed to gather and trap untoward spirits attempting to enter the monarch’s sleep, or simply left by accident and forgotten (McGinnes in Springer). Mary, though, was not so fortunate. She was confined and forgotten, but only until she was put to death in 1587. The Executioner having gripped her hair to hold his prize aloft, realised too late it was a wig and Mary’s head bounced and rolled across the floor. Football Development The pig’s bladder was the central component in the construction of the football for the next three hundred years. However, the issue of the ball’s movement (the bounce and roll), the bladder’s propensity to burst when kicked, and an unfortunate wife’s end, conspired to push the pig from the ball before the close of the nineteenth-century. The game of football began to take its shape in 1848, when JC Thring and a few colleagues devised the Cambridge Rules. This compromised set of guidelines was developed from those used across the different ‘ball’ games played at England’s elite schools. The game involved far more kicking, and the pig’s bladders, prone to bursting under such conditions, soon became impractical. Charles Goodyear’s invention of vulcanisation in 1836 and the death of prestigious rugby and football maker Richard Lindon’s wife in 1870 facilitated the replacement of the animal bladder with a rubber-based alternative. Tragically, Mr Lindon’s chief inflator died as a result of blowing up too many infected pig’s bladders (Hawkesley). Before it closed earlier this year (Rhoads), the US Soccer Hall of Fame displayed a rubber football made in 1863 under the misleading claim that it was the oldest known football. By the late 1800s, professional, predominantly Scottish play-makers had transformed the game from its ‘kick-and-run’ origins into what is now called ‘the passing game’ (Sanders). Football, thanks in no small part to Scottish factory workers (Kay), quickly spread through Europe and consequently the rest of the world. National competitions emerged through the growing need for organisation, and the pig-free mass production of balls began in earnest. Mitre and Thomlinson’s of Glasgow were two of the first to make and sell their much rounder balls. With heavy leather panels sewn together and wrapped around a thick rubber inner, these balls were more likely to retain shape—a claim the pig’s bladder equivalent could not legitimately make. The rubber-bladdered balls bounced more too. Their weight and external stitching made them more painful to header, but also more than useful for kicking and particularly for passing from one player to another. The ball’s relatively quick advancement can thereafter be linked to the growth and success of the World Cup Finals tournament. Before the pig re-enters the fray, it is important to glance, however briefly, at the ball’s development through the international game. World Cup Footballs Pre-tournament favourites, Spain, won the 2010 FIFA World Cup, playing with “an undistorted, perfectly spherical ball” (Ghosh par. 7), the “roundest” ever designed (FIFA par.1). Their victory may speak to notions of predictability in the ball, the tournament and the most lucrative levels of professional endeavour, but this notion is not a new one to football. The ball’s construction has had an influence on the way the game has been played since the days of Mary Queen of Scots. The first World Cup Final, in 1930, featured two heavy, leather, twelve-panelled footballs—not dissimilar to those being produced in Glasgow decades earlier. The players and officials of Uruguay and Argentina could not agree, so they played the first half with an Argentine ball. At half-time, Argentina led by two goals to one. In the second half, Uruguay scored three unanswered goals with their own ball (FIFA). The next Final was won by Italy, the home nation in 1934. Orsi, Italy’s adopted star, poked a wildly swerving shot beyond the outstretched Czech keeper. The next day Orsi, obligated to prove his goal was not luck or miracle, attempted to repeat the feat before an audience of gathered photographers. He failed. More than twenty times. The spin on his shot may have been due to the, not uncommon occurrence, of the ball being knocked out of shape during the match (FIFA). By 1954, the Federation Internationale de Football Association (FIFA) had sought to regulate ball size and structure and, in 1958, rigorously tested balls equal to the demands of world-class competition. The 1950s also marked the innovation of the swerving free kick. The technique, developed in the warm, dry conditions of the South American game, would not become popular elsewhere until ball technology improved. The heavy hand-stitched orb, like its early counterparts, was prone to water absorption, which increased the weight and made it less responsive, particularly for those playing during European winters (Bray). The 1970 World Cup in Mexico saw football progress even further. Pele, arguably the game’s greatest player, found his feet, and his national side, Brazil, cemented their international football prominence when they won the Jules Rimet trophy for the third time. Their innovative and stylish use of the football in curling passes and bending free kicks quickly spread to other teams. The same World Cup saw Adidas, the German sports goods manufacturer, enter into a long-standing partnership with FIFA. Following the competition, they sold an estimated six hundred thousand match and replica tournament footballs (FIFA). The ball, the ‘Telstar’, with its black and white hexagonal panels, became an icon of the modern era as the game itself gained something close to global popularity for the first time in its history. Over the next forty years, the ball became incrementally technologically superior. It became synthetic, water-resistant, and consistent in terms of rebound and flight characteristics. It was constructed to be stronger and more resistant to shape distortion. Internal layers of polyutherane and Syntactic Foam made it lighter, capable of greater velocity and more responsive to touch (FIFA). Adidas spent three years researching and developing the 2006 World Cup ball, the ‘Teamgeist’. Fourteen panels made it rounder and more precise, offering a lower bounce, and making it more difficult to curl due to its accuracy in flight. At the same time, audiences began to see less of players like Roberto Carlos (Brazil and Real Madrid CF) and David Beckham (Manchester United, LA Galaxy and England), who regularly scored goals that challenged the laws of physics (Gill). While Adidas announced the 2006 release of the world’s best performing ball in Berlin, the world’s oldest was on its way to the Museum fur Volkerkunde in Hamburg for the duration of the 2006 FIFA World Cup. The Mary Queen of Scot’s ball took centre spot in an exhibit which also featured a pie stand—though not pork pies—from Hibernian Football Club (Strang). In terms of publicity and raising awareness of the Scots’ role in the game’s historical development, the installation was an unrivalled success for the Scottish Football Museum (McBrearty). It did, however, very little for the pig. Heads, not Tails In 2002, the pig or rather the head of a pig, bounced and rolled back into football’s limelight. For five years Luis Figo, Portugal’s most capped international player, led FC Barcelona to domestic and European success. In 2000, he had been lured to bitter rivals Real Madrid CF for a then-world record fee of around £37 million (Nash). On his return to the Catalan Camp Nou, wearing the shimmering white of Real Madrid CF, he was showered with beer cans, lighters, bottles and golf balls. Among the objects thrown, a suckling pig’s head chimed a psychological nod to the spear with two sharp ends in William Golding’s story. Play was suspended for sixteen minutes while police tried to quell the commotion (Lowe). In 2009, another pig’s head made its way into football for different reasons. Tightly held in the greasy fingers of an Orlando Pirates fan, it was described as a symbol of the ‘roasting’ his team would give the Kaiser Chiefs. After the game, he and his friend planned to eat their mascot and celebrate victory over their team’s most reviled competitors (Edwards). The game ended in a nil-all draw. Prior to the 2010 FIFA World Cup, it was not uncommon for a range of objects that European fans might find bizarre, to be allowed into South African league matches. They signified luck and good feeling, and in some cases even witchcraft. Cabbages, known locally for their medicinal qualities, were very common—common enough for both sets of fans to take them (Edwards). FIFA, an organisation which has more members than the United Nations (McGregor), impressed their values on the South African Government. The VuVuZela was fine to take to games; indeed, it became a cultural artefact. Very little else would be accepted. Armed with their economy-altering engine, the world’s most watched tournament has a tendency to get what it wants. And the crowd respond accordingly. Incidentally, the ‘Jabulani’—the ball developed for the 2010 tournament—is the most consistent football ever designed. In an exhaustive series of tests, engineers at Loughborough University, England, learned, among other things, the added golf ball-like grooves on its surface made the ball’s flight more symmetrical and more controlled. The Jabulani is more reliable or, if you will, more predictable than any predecessor (Ghosh). Spanish Ham Through support from their Governing body, the Real Federación Española de Fútbol, Spain have built a national side with experience, and an unparalleled number of talented individuals, around the core of the current FC Barcelona club side. Their strength as a team is founded on the bond between those playing on a weekly basis at the Catalan club. Their style has allowed them to create and maintain momentum on the international stage. Victorious in the 2008 UEFA European Football Championship and undefeated in their run through the qualifying stages into the World Cup Finals in South Africa, they were tournament favourites before a Jabulani was rolled into touch. As Tim Parks noted in his New York Review of Books article, “The Shame of the World Cup”, “the Spanish were superior to an extent one rarely sees in the final stages of a major competition” (2010 par. 15). They have a “remarkable ability to control, hold and hide the ball under intense pressure,” and play “a passing game of great subtlety [ ... to] patiently wear down an opposing team” (Parks par. 16). Spain won the tournament having scored fewer goals per game than any previous winner. Perhaps, as Parks suggests, they scored as often as they needed to. They found the net eight times in their seven matches (Fletcher). This was the first time that Spain had won the prestigious trophy, and the first time a European country has won the tournament on a different continent. In this, they have broken the stranglehold of superpowers like Germany, Italy and Brazil. The Spanish brand of passing football is the new benchmark. Beautiful to watch, it has grace, flow and high entertainment value, but seems to lack something of an organic nature: that is, it lacks the chance for things to go wrong. An element of robotic aptitude has crept in. This occurred on a lesser scale across the 2010 FIFA World Cup finals, but it is possible to argue that teams and players, regardless of nation, have become interchangeable, that the world’s best players and the way they play have become identikits, formulas to be followed and manipulated by master tacticians. There was a great deal of concern in early rounds about boring matches. The world’s media focused on an octopus that successfully chose the winner of each of Germany’s matches and the winner of the final. Perhaps, in shaping the ‘most’ perfect ball and the ‘most’ perfect football, the World Cup has become the most predictable of tournaments. In Conclusion The origins of the ball, Orsi’s unrepeatable winner and the swerving free kick, popular for the best part of fifty years, are worth remembering. These issues ask the powers of football to turn back before the game is smothered by the hunt for faultlessness. The unpredictability of the ball goes hand in hand with the game. Its flaws underline its beauty. Football has so much more transformative power than lucrative evolutionary accretion. While the pig’s head was an ugly statement in European football, it is a symbol of hope in its South African counterpart. Either way its removal is a reminder of Golding’s message and the threat of homogeneity; a nod to the absence of the irregular in the modern era. Removing the curve from the free kick echoes the removal of the pig’s bladder from the ball. The fun is in the imperfection. Where will the game go when it becomes indefectible? Where does it go from here? Can there really be any validity in claiming yet another ‘roundest ball ever’? Chip technology will be introduced. The ball’s future replacements will be tracked by satellite and digitally-fed, reassured referees will determine the outcome of difficult decisions. Victory for the passing game underlines the notion that despite technological advancement, the game has changed very little since those pioneering Scotsmen took to the field. Shouldn’t we leave things the way they were? Like the pigs at Woodside Wildlife and Falconry Park, the level of improvement seems determined by the level of incentive. The pigs, at least, are playing to feed themselves. Acknowledgments The author thanks editors, Donna Lee Brien and Adele Wessell, and the two blind peer reviewers, for their constructive feedback and reflective insights. The remaining mistakes are his own. References “Adidas unveils Golden Ball for 2006 FIFA World Cup Final” Adidas. 18 Apr. 2006. 23 Aug. 2010 . Bray, Ken. “The science behind the swerve.” BBC News 5 Jun. 2006. 19 Aug. 2010 http://news.bbc.co.uk/2/hi/uk_news/magazine/5048238.stm>. Edwards, Piers. “Cabbage and Roasted Pig.” BBC Fast Track Soweto, BBC News 3 Nov. 2009. 23 Aug. 2010 . FIFA. “The Footballs during the FIFA World Cup™” FIFA.com. 18 Aug. 2010 .20 Fish, Robert L., and Pele. My Life and the Beautiful Game. New York: Bantam Dell, 1977. Fletcher, Paul. “Match report on 2010 FIFA World Cup Final between Spain and Netherlands”. BBC News—Sports 12 Jul. 2010 . Ghosh, Pallab. “Engineers defend World Cup football amid criticism.” BBC News—Science and Environment 4 Jun. 2010. 19 Aug. 2010 . Gill, Victoria. “Roberto Carlos wonder goal ‘no fluke’, say physicists.” BBC News—Science and Environment 2 Sep. 2010 . Hawkesley, Simon. Richard Lindon 22 Aug. 2010 . “History of Football” FIFA.com. Classic Football. 20 Aug. 2010 . Kay, Billy. The Scottish World: A Journey into the Scottish Diaspora. London: Mainstream, 2008. Lowe, Sid. “Peace for Figo? And pigs might fly ...” The Guardian (London). 25 Nov. 2002. 20 Aug. 2010 . “Mary, Queen of Scots (r.1542-1567)”. The Official Website of the British Monarchy. 20 Jul. 2010 . McBrearty, Richard. Personal Interview. 12 Jul. 2010. McGinnes, Michael. Smiths Art Gallery and Museum. Visited 14 Jul. 2010 . McGregor, Karen. “FIFA—Building a transnational football community. University World News 13 Jun. 2010. 19 Jul. 2010 . Nash, Elizabeth. “Figo defects to Real Madrid for record £36.2m." The Independent (London) 25 Jul. 2000. 20 Aug. 2010 . “Oldest football to take cup trip” 25 Apr. 2006. 20 Jul. 2010 . Parks, Tim. “The Shame of the World Cup”. New York Review of Books 19 Aug. 2010. 23 Aug. 2010 < http://nybooks.com/articles/archives/2010/aug/19/shame-world-cup/>. “Pig football scores a hit at centre.” BBC News 4 Aug. 2009. August 20 2010 . Price, D. S., Jones, R. Harland, A. R. “Computational modelling of manually stitched footballs.” Proceedings of the Institution of Mechanical Engineers, Part L. Journal of Materials: Design & Applications 220 (2006): 259-268. Rhoads, Christopher. “Forget That Trip You Had Planned to the National Soccer Hall of Fame.” Wall Street Journal 26 Jun. 2010. 22 Sep. 2010 . “Roberto Carlos Impossible Goal”. News coverage posted on You Tube, 27 May 2007. 23 Aug. 2010 . Sanders, Richard. Beastly Fury. London: Bantam, 2009. “Soccer to become football in Australia”. Sydney Morning Herald 17 Dec. 2004. 21 Aug. 2010 . Springer, Will. “World’s oldest football – fit for a Queen.” The Scotsman. 13 Mar. 2006. 19 Aug. 2010 < http://heritage.scotsman.com/willspringer/Worlds-oldest-football-fit.2758469.jp >. Stevenson, R. “Pigs Play Football at Wildlife Centre”. Lincolnshire Echo 3 Aug. 2009. 20 Aug. 2010 . Strang, Kenny. Personal Interview. 12 Jul. 2010. “The Execution of Mary Queen of Scots February 8, 1857”. Tudor History 21 Jul. 2010 http://tudorhistory.org/primary/exmary.html>. “The History of the FA.” The FA. 20 Jul. 2010 “World’s Oldest Ball”. World Cup South Africa 2010 Blog. 22 Jul. 2010 . “World’s Oldest Soccer Ball by Charles Goodyear”. 18 Mar. 2010. 20 Jul. 2010 .

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

Lists and Social MediaLists have long been an ordering mechanism for computer-mediated social interaction. While far from being the first such mechanism, blogrolls offered an opportunity for bloggers to provide a list of their peers; the present generation of social media environments similarly provide lists of friends and followers. Where blogrolls and other earlier lists may have been user-generated, the social media lists of today are more likely to have been produced by the platforms themselves, and are of intrinsic value to the platform providers at least as much as to the users themselves; both Facebook and Twitter have highlighted the importance of their respective “social graphs” (their databases of user connections) as fundamental elements of their fledgling business models. This represents what Mejias describes as “nodocentrism,” which “renders all human interaction in terms of network dynamics (not just any network, but a digital network with a profit-driven infrastructure).”The communicative content of social media spaces is also frequently rendered in the form of lists. Famously, blogs are defined in the first place by their reverse-chronological listing of posts (Walker Rettberg), but the same is true for current social media platforms: Twitter, Facebook, and other social media platforms are inherently centred around an infinite, constantly updated and extended list of posts made by individual users and their connections.The concept of the list implies a certain degree of order, and the orderliness of content lists as provided through the latest generation of centralised social media platforms has also led to the development of more comprehensive and powerful, commercial as well as scholarly, research approaches to the study of social media. Using the example of Twitter, this article discusses the challenges of such “big data” research as it draws on the content lists provided by proprietary social media platforms.Twitter Archives for ResearchTwitter is a particularly useful source of social media data: using the Twitter API (the Application Programming Interface, which provides structured access to communication data in standardised formats) it is possible, with a little effort and sufficient technical resources, for researchers to gather very large archives of public tweets concerned with a particular topic, theme or event. Essentially, the API delivers very long lists of hundreds, thousands, or millions of tweets, and metadata about those tweets; such data can then be sliced, diced and visualised in a wide range of ways, in order to understand the dynamics of social media communication. Such research is frequently oriented around pre-existing research questions, but is typically conducted at unprecedented scale. The projects of media and communication researchers such as Papacharissi and de Fatima Oliveira, Wood and Baughman, or Lotan, et al.—to name just a handful of recent examples—rely fundamentally on Twitter datasets which now routinely comprise millions of tweets and associated metadata, collected according to a wide range of criteria. What is common to all such cases, however, is the need to make new methodological choices in the processing and analysis of such large datasets on mediated social interaction.Our own work is broadly concerned with understanding the role of social media in the contemporary media ecology, with a focus on the formation and dynamics of interest- and issues-based publics. We have mined and analysed large archives of Twitter data to understand contemporary crisis communication (Bruns et al), the role of social media in elections (Burgess and Bruns), and the nature of contemporary audience engagement with television entertainment and news media (Harrington, Highfield, and Bruns). Using a custom installation of the open source Twitter archiving tool yourTwapperkeeper, we capture and archive all the available tweets (and their associated metadata) containing a specified keyword (like “Olympics” or “dubstep”), name (Gillard, Bieber, Obama) or hashtag (#ausvotes, #royalwedding, #qldfloods). In their simplest form, such Twitter archives are commonly stored as delimited (e.g. comma- or tab-separated) text files, with each of the following values in a separate column: text: contents of the tweet itself, in 140 characters or less to_user_id: numerical ID of the tweet recipient (for @replies) from_user: screen name of the tweet sender id: numerical ID of the tweet itself from_user_id: numerical ID of the tweet sender iso_language_code: code (e.g. en, de, fr, ...) of the sender’s default language source: client software used to tweet (e.g. Web, Tweetdeck, ...) profile_image_url: URL of the tweet sender’s profile picture geo_type: format of the sender’s geographical coordinates geo_coordinates_0: first element of the geographical coordinates geo_coordinates_1: second element of the geographical coordinates created_at: tweet timestamp in human-readable format time: tweet timestamp as a numerical Unix timestampIn order to process the data, we typically run a number of our own scripts (written in the programming language Gawk) which manipulate or filter the records in various ways, and apply a series of temporal, qualitative and categorical metrics to the data, enabling us to discern patterns of activity over time, as well as to identify topics and themes, key actors, and the relations among them; in some circumstances we may also undertake further processes of filtering and close textual analysis of the content of the tweets. Network analysis (of the relationships among actors in a discussion; or among key themes) is undertaken using the open source application Gephi. While a detailed methodological discussion is beyond the scope of this article, further details and examples of our methods and tools for data analysis and visualisation, including copies of our Gawk scripts, are available on our comprehensive project website, Mapping Online Publics.In this article, we reflect on the technical, epistemological and political challenges of such uses of large-scale Twitter archives within media and communication studies research, positioning this work in the context of the phenomenon that Lev Manovich has called “big social data.” In doing so, we recognise that our empirical work on Twitter is concerned with a complex research site that is itself shaped by a complex range of human and non-human actors, within a dynamic, indeed volatile media ecology (Fuller), and using data collection and analysis methods that are in themselves deeply embedded in this ecology. “Big Social Data”As Manovich’s term implies, the Big Data paradigm has recently arrived in media, communication and cultural studies—significantly later than it did in the hard sciences, in more traditionally computational branches of social science, and perhaps even in the first wave of digital humanities research (which largely applied computational methods to pre-existing, historical “big data” corpora)—and this shift has been provoked in large part by the dramatic quantitative growth and apparently increased cultural importance of social media—hence, “big social data.” As Manovich puts it: For the first time, we can follow [the] imaginations, opinions, ideas, and feelings of hundreds of millions of people. We can see the images and the videos they create and comment on, monitor the conversations they are engaged in, read their blog posts and tweets, navigate their maps, listen to their track lists, and follow their trajectories in physical space. (Manovich 461) This moment has arrived in media, communication and cultural studies because of the increased scale of social media participation and the textual traces that this participation leaves behind—allowing researchers, equipped with digital tools and methods, to “study social and cultural processes and dynamics in new ways” (Manovich 461). However, and crucially for our purposes in this article, many of these scholarly possibilities would remain latent if it were not for the widespread availability of Open APIs for social software (including social media) platforms. APIs are technical specifications of how one software application should access another, thereby allowing the embedding or cross-publishing of social content across Websites (so that your tweets can appear in your Facebook timeline, for example), or allowing third-party developers to build additional applications on social media platforms (like the Twitter user ranking service Klout), while also allowing platform owners to impose de facto regulation on such third-party uses via the same code. While platform providers do not necessarily have scholarship in mind, the data access affordances of APIs are also available for research purposes. As Manovich notes, until very recently almost all truly “big data” approaches to social media research had been undertaken by computer scientists (464). But as part of a broader “computational turn” in the digital humanities (Berry), and because of the increased availability to non-specialists of data access and analysis tools, media, communication and cultural studies scholars are beginning to catch up. Many of the new, large-scale research projects examining the societal uses and impacts of social media—including our own—which have been initiated by various media, communication, and cultural studies research leaders around the world have begun their work by taking stock of, and often substantially extending through new development, the range of available tools and methods for data analysis. The research infrastructure developed by such projects, therefore, now reflects their own disciplinary backgrounds at least as much as it does the fundamental principles of computer science. In turn, such new and often experimental tools and methods necessarily also provoke new epistemological and methodological challenges. The Twitter API and Twitter ArchivesThe Open API was a key aspect of mid-2000s ideas about the value of the open Web and “Web 2.0” business models (O’Reilly), emphasising the open, cross-platform sharing of content as well as promoting innovation at the margins via third-party application development—and it was in this ideological environment that the microblogging service Twitter launched and experienced rapid growth in popularity among users and developers alike. As José van Dijck cogently argues, however, a complex interplay of technical, economic and social dynamics has seen Twitter shift from a relatively open, ad hoc and user-centred platform toward a more formalised media business: For Twitter, the shift from being primarily a conversational communication tool to being a global, ad-supported followers tool took place in a relatively short time span. This shift did not simply result from the owner’s choice for a distinct business model or from the company’s decision to change hardware features. Instead, the proliferation of Twitter as a tool has been a complex process in which technological adjustments are intricately intertwined with changes in user base, transformations of content and choices for revenue models. (van Dijck 343)The specifications of Twitter’s API, as well as the written guidelines for its use by developers (Twitter, “Developer Rules”) are an excellent example of these “technological adjustments” and the ways they are deeply interwined with Twitter’s search for a viable revenue model. These changes show how the apparent semantic openness or “interpretive flexibility” of the term “platform” allows its meaning to be reshaped over time as the business models of platform owners change (Gillespie).The release of the API was first announced on the Twitter blog in September 2006 (Stone), not long after the service’s launch but after some popular third-party applications (like a mashup of Twitter with Google Maps creating a dynamic display of recently posted tweets around the world) had already been developed. Since then Twitter has seen a flourishing of what the company itself referred to as the “Twitter ecosystem” (Twitter, “Developer Rules”), including third-party developed client software (like Twitterific and TweetDeck), institutional use cases (such as large-scale social media visualisations of the London Riots in The Guardian), and parasitic business models (including social media metrics services like HootSuite and Klout).While the history of Twitter’s API rules and related regulatory instruments (such as its Developer Rules of the Road and Terms of Use) has many twists and turns, there have been two particularly important recent controversies around data access and control. First, the company locked out developers and researchers from direct “firehose” (very high volume) access to the Twitter feed; this was accompanied by a crackdown on free and public Twitter archiving services like 140Kit and the Web version of Twapperkeeper (Sample), and coincided with the establishment of what was at the time a monopoly content licensing arrangement between Twitter and Gnip, a company which charges commercial rates for high-volume API access to tweets (and content from other social media platforms). A second wave of controversy among the developer community occurred in August 2012 in response to Twitter’s release of its latest API rules (Sippey), which introduce further, significant limits to API use and usability in certain circumstances. In essence, the result of these changes to the Twitter API rules, announced without meaningful consultation with the developer community which created the Twitter ecosystem, is a forced rebalancing of development activities: on the one hand, Twitter is explicitly seeking to “limit” (Sippey) the further development of API-based third-party tools which support “consumer engagement activities” (such as end-user clients), in order to boost the use of its own end-user interfaces; on the other hand, it aims to “encourage” the further development of “consumer analytics” and “business analytics” as well as “business engagement” tools. Implicit in these changes is a repositioning of Twitter users (increasingly as content consumers rather than active communicators), but also of commercial and academic researchers investigating the uses of Twitter (as providing a narrow range of existing Twitter “analytics” rather than engaging in a more comprehensive investigation both of how Twitter is used, and of how such uses continue to evolve). The changes represent an attempt by the company to cement a certain, commercially viable and valuable, vision of how Twitter should be used (and analysed), and to prevent or at least delay further evolution beyond this desired stage. Although such attempts to “freeze” development may well be in vain, given the considerable, documented role which the Twitter user base has historically played in exploring new and unforeseen uses of Twitter (Bruns), it undermines scholarly research efforts to examine actual Twitter uses at least temporarily—meaning that researchers are increasingly forced to invest time and resources in finding workarounds for the new restrictions imposed by the Twitter API.Technical, Political, and Epistemological IssuesIn their recent article “Critical Questions for Big Data,” danah boyd and Kate Crawford have drawn our attention to the limitations, politics and ethics of big data approaches in the social sciences more broadly, but also touching on social media as a particularly prevalent site of social datamining. In response, we offer the following complementary points specifically related to data-driven Twitter research relying on archives of tweets gathered using the Twitter API.First, somewhat differently from most digital humanities (where researchers often begin with a large pre-existing textual corpus), in the case of Twitter research we have no access to an original set of texts—we can access only what Twitter’s proprietary and frequently changing API will provide. The tools Twitter researchers use rely on various combinations of parts of the Twitter API—or, more accurately, the various Twitter APIs (particularly the Search and Streaming APIs). As discussed above, of course, in providing an API, Twitter is driven not by scholarly concerns but by an attempt to serve a range of potentially value-generating end-users—particularly those with whom Twitter can create business-to-business relationships, as in their recent exclusive partnership with NBC in covering the 2012 London Olympics.The following section from Twitter’s own developer FAQ highlights the potential conflicts between the business-case usage scenarios under which the APIs are provided and the actual uses to which they are often put by academic researchers or other dataminers:Twitter’s search is optimized to serve relevant tweets to end-users in response to direct, non-recurring queries such as #hashtags, URLs, domains, and keywords. The Search API (which also powers Twitter’s search widget) is an interface to this search engine. Our search service is not meant to be an exhaustive archive of public tweets and not all tweets are indexed or returned. Some results are refined to better combat spam and increase relevance. Due to capacity constraints, the index currently only covers about a week’s worth of tweets. (Twitter, “Frequently Asked Questions”)Because external researchers do not have access to the full, “raw” data, against which we could compare the retrieved archives which we use in our later analyses, and because our data access regimes rely so heavily on Twitter’s APIs—each with its technical quirks and limitations—it is impossible for us to say with any certainty that we are capturing a complete archive or even a “representative” sample (whatever “representative” might mean in a data-driven, textualist paradigm). In other words, the “lists” of tweets delivered to us on the basis of a keyword search are not necessarily complete; and there is no way of knowing how incomplete they are. The total yield of even the most robust capture system (using the Streaming API and not relying only on Search) depends on a number of variables: rate limiting, the filtering and spam-limiting functions of Twitter’s search algorithm, server outages and so on; further, because Twitter prohibits the sharing of data sets it is difficult to compare notes with other research teams.In terms of epistemology, too, the primary reliance on large datasets produces a new mode of scholarship in media, communication and cultural studies: what emerges is a form of data-driven research which tends towards abductive reasoning; in doing so, it highlights tensions between the traditional research questions in discourse or text-based disciplines like media and communication studies, and the assumptions and modes of pattern recognition that are required when working from the “inside out” of a corpus, rather than from the outside in (for an extended discussion of these epistemological issues in the digital humanities more generally, see Dixon).Finally, even the heuristics of our analyses of Twitter datasets are mediated by the API: the datapoints that are hardwired into the data naturally become the most salient, further shaping the type of analysis that can be done. For example, a common process in our research is to use the syntax of tweets to categorise it as one of the following types of activity: original tweets: tweets which are neither @reply nor retweetretweets: tweets which contain RT @user… (or similar) unedited retweets: retweets which start with RT @user… edited retweets: retweets do not start with RT @user…genuine @replies: tweets which contain @user, but are not retweetsURL sharing: tweets which contain URLs(Retweets which are made using the Twitter “retweet button,” resulting in verbatim passing-along without the RT @user syntax or an opportunity to add further comment during the retweet process, form yet another category, which cannot be tracked particularly effectively using the Twitter API.)These categories are driven by the textual and technical markers of specific kinds of interactions that are built into the syntax of Twitter itself (@replies or @mentions, RTs); and specific modes of referentiality (URLs). All of them focus on (and thereby tend to privilege) more informational modes of communication, rather than the ephemeral, affective, or ambiently intimate uses of Twitter that can be illuminated more easily using ethnographic approaches: approaches that can actually focus on the individual user, their social contexts, and the broader cultural context of the traces they leave on Twitter. ConclusionsIn this article we have described and reflected on some of the sociotechnical, political and economic aspects of the lists of tweets—the structured Twitter data upon which our research relies—which may be gathered using the Twitter API. As we have argued elsewhere (Bruns and Burgess)—and, hopefully, have begun to demonstrate in this paper—media and communication studies scholars who are actually engaged in using computational methods are well-positioned to contribute to both the methodological advances we highlight at the beginning of this paper and the political debates around computational methods in the “big social data” moment on which the discussion in the second part of the paper focusses. One pressing issue in the area of methodology is to build on current advances to bring together large-scale datamining approaches with ethnographic and other qualitative approaches, especially including close textual analysis. More broadly, in engaging with the “big social data” moment there is a pressing need for the development of code literacy in media, communication and cultural studies. In the first place, such literacy has important instrumental uses: as Manovich argues, much big data research in the humanities requires costly and time-consuming (and sometimes alienating) partnerships with technical experts (typically, computer scientists), because the free tools available to non-programmers are still limited in utility in comparison to what can be achieved using raw data and original code (Manovich, 472).But code literacy is also a requirement of scholarly rigour in the context of what David Berry calls the “computational turn,” representing a “third wave” of Digital Humanities. Berry suggests code and software might increasingly become in themselves objects of, and not only tools for, research: I suggest that we introduce a humanistic approach to the subject of computer code, paying attention to the wider aspects of code and software, and connecting them to the materiality of this growing digital world. With this in mind, the question of code becomes increasingly important for understanding in the digital humanities, and serves as a condition of possibility for the many new computational forms that mediate our experience of contemporary culture and society. (Berry 17)A first step here lies in developing a more robust working knowledge of the conceptual models and methodological priorities assumed by the workings of both the tools and the sources we use for “big social data” research. Understanding how something like the Twitter API mediates the cultures of use of the platform, as well as reflexively engaging with its mediating role in data-driven Twitter research, promotes a much more materialist critical understanding of the politics of the social media platforms (Gillespie) that are now such powerful actors in the media ecology. ReferencesBerry, David M. “Introduction: Understanding Digital Humanities.” Understanding Digital Humanities. Ed. David M. Berry. 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Ed. David M. Berry. London: Palgrave Macmillan, 2012. 191-209.Fuller, Matthew. Media Ecologies: Materialist Energies in Art and Technoculture. Cambridge, Mass.: MIT P, 2005.Gillespie, Tarleton. “The Politics of ‘Platforms’.” New Media & Society 12.3 (2010): 347-64.Harrington, Stephen, Highfield, Timothy J., & Bruns, Axel (2012) “More than a Backchannel: Twitter and Television.” Ed. José Manuel Noguera. Audience Interactivity and Participation. COST Action ISO906 Transforming Audiences, Transforming Societies, Brussels, Belgium, pp. 13-17. 18 Sept. 2012 http://www.cost-transforming-audiences.eu/system/files/essays-and-interview-essays-18-06-12.pdfLotan, Gilad, Erhardt Graeff, Mike Ananny, Devin Gaffney, Ian Pearce, and danah boyd. “The Arab Spring: The Revolutions Were Tweeted: Information Flows during the 2011 Tunisian and Egyptian Revolutions.” International Journal of Communication 5 (2011): 1375-1405. 18 Sep. 2012 ‹http://ijoc.org/ojs/index.php/ijoc/article/view/1246/613›.Manovich, Lev. “Trending: The Promises and the Challenges of Big Social Data.” Debates in the Digital Humanities. Ed. Matthew K. Gold. Minneapolis: U of Minnesota P, 2012. 460-75.Mejias, Ulises A. “Liberation Technology and the Arab Spring: From Utopia to Atopia and Beyond.” Fibreculture Journal 20 (2012). 18 Sep. 2012 ‹http://twenty.fibreculturejournal.org/2012/06/20/fcj-147-liberation-technology-and-the-arab-spring-from-utopia-to-atopia-and-beyond/›.O’Reilly, Tim. “What is Web 2.0? Design Patterns and Business Models for the Next Generation of Software.” O’Reilly Network 30 Sep. 2005. 18 Sep. 2012 ‹http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html›.Papacharissi, Zizi, and Maria de Fatima Oliveira. “Affective News and Networked Publics: The Rhythms of News Storytelling on #Egypt.” Journal of Communication 62.2 (2012): 266-82.Sample, Mark. “The End of Twapperkeeper (and What to Do about It).” ProfHacker. 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Refereed publications (also known as peer-reviewed) are the currency of academia, yet many PhD theses in Australia result in only one or two such papers. Typically, a doctoral thesis requires the candidate to present (and pass) a public Confirmation Seminar, around nine to twelve months into candidacy, in which a panel of the candidate’s supervisors and invited experts adjudicate upon whether the work is likely to continue and ultimately succeed in the goal of a coherent and original contribution to knowledge. A Final Seminar, also public and sometimes involving the traditional viva voce or oral defence of the thesis, is presented two or three months before approval is given to send the 80,000 to 100,000 word tome off for external examination. And that soul-destroying or elation-releasing examiner’s verdict can be many months in the delivery: a limbo-like period during which the candidate’s status as a student is ended and her or his receipt of any scholarship or funding guerdon is terminated with perfunctory speed. This is the only time most students spend seriously writing up their research for publication although, naturally, many are more involved in job hunting as they pin their hopes on passing the thesis examination.There is, however, a slightly more palatable alternative to this nail-biting process of the traditional PhD, and that is the PhD by Published Papers (also known as PhD by Publications or PhD by Published Works). The form of my own soon-to-be-submitted thesis, it permits the submission for examination of a collection of papers that have been refereed and accepted (or are in the process of being refereed) for publication in academic journals or books. Apart from the obvious benefits in getting published early in one’s (hopefully) burgeoning academic career, it also takes away a lot of the stress come final submission time. After all, I try to assure myself, the thesis examiners can’t really discredit the process of double-blind, peer-review the bulk of the thesis has already undergone: their job is to examine how well I’ve unified the papers into a cohesive thesis … right? But perhaps they should at least be wary, because, unfortunately, the requirements for this kind of PhD vary considerably from institution to institution and there have been some cases where the submitted work is of questionable quality compared to that produced by graduates from more demanding universities. Hence, this paper argues that in my subject area of interest—film and television studies—there is a huge range in the set requirements for doctorates, from universities that award the degree to film artists for prior published work that has undergone little or no academic scrutiny and has involved little or no on-campus participation to at least three Australian universities that require candidates be enrolled for a minimum period of full-time study and only submit scholarly work generated and published (or submitted for publication) during candidature. I would also suggest that uncertainty about where a graduate’s work rests on this continuum risks confusing a hard-won PhD by Published Papers with the sometimes risible honorary doctorate. Let’s begin by dredging the depths of those murky, quasi-academic waters to examine the occasionally less-than-salubrious honorary doctorate. The conferring of this degree is generally a recognition of an individual’s body of (usually published) work but is often conferred for contributions to knowledge or society in general that are not even remotely academic. The honorary doctorate does not usually carry with it the right to use the title “Dr” (although many self-aggrandising recipients in the non-academic world flout this unwritten code of conduct, and, indeed, Monash University’s Monash Magazine had no hesitation in describing its 2008 recipient, musician, screenwriter, and art-school-dropout Nick Cave, as “Dr Cave” (O’Loughlin)). Some shady universities even offer such degrees for sale or ‘donation’ and thus do great damage to that institution’s credibility as well as to the credibility of the degree itself. Such overseas “diploma mills”—including Ashwood University, Belford University, Glendale University and Suffield University—are identified by their advertising of “Life Experience Degrees,” for which a curriculum vitae outlining the prospective graduand’s oeuvre is accepted on face value as long as their credit cards are not rejected. An aspiring screen auteur simply specifies film and television as their major and before you can shout “Cut!” there’s a degree in the mail. Most of these pseudo-universities are not based in Australia but are perfectly happy to confer their ‘titles’ to any well-heeled, vanity-driven Australians capable of completing the online form. Nevertheless, many academics fear a similarly disreputable marketplace might develop here, and Norfolk Island-based Greenwich University presents a particularly illuminating example. Previously empowered by an Act of Parliament consented to by Senator Ian Macdonald, the then Minister for Territories, this “university” had the legal right to confer honorary degrees from 1998. The Act was eventually overridden by legislation passed in 2002, after a concerted effort by the Australian Universities Quality Agency Ltd. and the Australian Vice-Chancellors’ Committee to force the accreditation requirements of the Australian Qualifications Framework upon the institution in question, thus preventing it from making degrees available for purchase over the Internet. Greenwich University did not seek re-approval and soon relocated to its original home of Hawaii (Brown). But even real universities flounder in similarly muddy waters when, unsolicited, they make dubious decisions to grant degrees to individuals they hold in high esteem. Although meaning well by not courting pecuniary gain, they nevertheless invite criticism over their choice of recipient for their honoris causa, despite the decision usually only being reached after a process of debate and discussion by university committees. Often people are rewarded, it seems, as much for their fame as for their achievements or publications. One such example of a celebrity who has had his onscreen renown recognised by an honorary doctorate is film and television actor/comedian Billy Connolly who was awarded an Honorary Doctor of Letters by The University of Glasgow in 2006, prompting Stuart Jeffries to complain that “something has gone terribly wrong in British academia” (Jeffries). Eileen McNamara also bemoans the levels to which some institutions will sink to in search of media attention and exposure, when she writes of St Andrews University in Scotland conferring an honorary doctorate to film actor and producer, Michael Douglas: “What was designed to acknowledge intellectual achievement has devolved into a publicity grab with universities competing for celebrity honorees” (McNamara). Fame as an actor (and the list gets even weirder when the scope of enquiry is widened beyond the field of film and television), seems to be an achievement worth recognising with an honorary doctorate, according to some universities, and this kind of discredit is best avoided by Australian institutions of higher learning if they are to maintain credibility. Certainly, universities down under would do well to follow elsewhere than in the footprints of Long Island University’s Southampton College. Perhaps the height of academic prostitution of parchments for the attention of mass media occurred when in 1996 this US school bestowed an Honorary Doctorate of Amphibious Letters upon that mop-like puppet of film and television fame known as the “muppet,” Kermit the Frog. Indeed, this polystyrene and cloth creation with an anonymous hand operating its mouth had its acceptance speech duly published (see “Kermit’s Acceptance Speech”) and the Long Island University’s Southampton College received much valuable press. After all, any publicity is good publicity. Or perhaps this furry frog’s honorary degree was a cynical stunt meant to highlight the ridiculousness of the practice? In 1986 a similar example, much closer to my own home, occurred when in anticipation and condemnation of the conferral of an honorary doctorate upon Prince Philip by Monash University in Melbourne, the “Members of the Monash Association of Students had earlier given a 21-month-old Chihuahua an honorary science degree” (Jeffries), effectively suggesting that the honorary doctorate is, in fact, a dog of a degree. On a more serious note, there have been honorary doctorates conferred upon far more worthy recipients in the field of film and television by some Australian universities. Indigenous film-maker Tracey Moffatt was awarded an honorary doctorate by Griffith University in November of 2004. Moffatt was a graduate of the Griffith University’s film school and had an excellent body of work including the films Night Cries: A Rural Tragedy (1990) and beDevil (1993). Acclaimed playwright and screenwriter David Williamson was presented with an Honorary Doctorate of Letters by The University of Queensland in December of 2004. His work had previously picked up four Australian Film Institute awards for best screenplay. An Honorary Doctorate of Visual and Performing Arts was given to film director Fred Schepisi AO by The University of Melbourne in May of 2006. His films had also been earlier recognised with Australian Film Institute awards as well as the Golden Globe Best Miniseries or Television Movie award for Empire Falls in 2006. Director George Miller was crowned with an Honorary Doctorate in Film from the Australian Film, Television, and Radio School in April 2007, although he already had a medical doctor’s testamur on his wall. In May of this year, filmmaker George Gittoes, a fine arts dropout from The University of Sydney, received an honorary doctorate by The University of New South Wales. His documentaries, Soundtrack to War (2005) and Rampage (2006), screened at the Sydney and Berlin film festivals, and he has been employed by the Australian Government as an official war artist. Interestingly, the high quality screen work recognised by these Australian universities may have earned the recipients ‘real’ PhDs had they sought the qualification. Many of these film artists could have just as easily submitted their work for the degree of PhD by Published Papers at several universities that accept prior work in lieu of an original exegesis, and where a film is equated with a book or journal article. But such universities still invite comparisons of their PhDs by Published Papers with honorary doctorates due to rather too-easy-to-meet criteria. The privately funded Bond University, for example, recommends a minimum full-time enrolment of just three months and certainly seems more lax in its regulations than other Antipodean institution: a healthy curriculum vitae and payment of the prescribed fee (currently AUD$24,500 per annum) are the only requirements. Restricting my enquiries once again to the field of my own research, film and television, I note that Dr. Ingo Petzke achieved his 2004 PhD by Published Works based upon films produced in Germany well before enrolling at Bond, contextualized within a discussion of the history of avant-garde film-making in that country. Might not a cynic enquire as to how this PhD significantly differs from an honorary doctorate? Although Petzke undoubtedly paid his fees and met all of Bond’s requirements for his thesis entitled Slow Motion: Thirty Years in Film, one cannot criticise that cynic for wondering if Petzke’s films are indeed equivalent to a collection of refereed papers. It should be noted that Bond is not alone when it comes to awarding candidates the PhD by Published Papers for work published or screened in the distant past. Although yet to grant it in the area of film or television, Swinburne University of Technology (SUT) is an institution that distinctly specifies its PhD by Publications is to be awarded for “research which has been carried out prior to admission to candidature” (8). Similarly, the Griffith Law School states: “The PhD (by publications) is awarded to established researchers who have an international reputation based on already published works” (1). It appears that Bond is no solitary voice in the academic wilderness, for SUT and the Griffith Law School also apparently consider the usual milestones of Confirmation and Final Seminars to be unnecessary if the so-called candidate is already well published. Like Bond, Griffith University (GU) is prepared to consider a collection of films to be equivalent to a number of refereed papers. Dr Ian Lang’s 2002 PhD (by Publication) thesis entitled Conditional Truths: Remapping Paths To Documentary ‘Independence’ contains not refereed, scholarly articles but the following videos: Wheels Across the Himalaya (1981); Yallambee, People of Hope (1986); This Is What I Call Living (1988); The Art of Place: Hanoi Brisbane Art Exchange (1995); and Millennium Shift: The Search for New World Art (1997). While this is a most impressive body of work, and is well unified by appropriate discussion within the thesis, the cynic who raised eyebrows at Petzke’s thesis might also be questioning this thesis: Dr Lang’s videos all preceded enrolment at GU and none have been refereed or acknowledged with major prizes. Certainly, the act of releasing a film for distribution has much in common with book publishing, but should these videos be considered to be on a par with academic papers published in, say, the prestigious and demanding journal Screen? While recognition at awards ceremonies might arguably correlate with peer review there is still the question as to how scholarly a film actually is. Of course, documentary films such as those in Lang’s thesis can be shown to be addressing gaps in the literature, as is the expectation of any research paper, but the onus remains on the author/film-maker to demonstrate this via a detailed contextual review and a well-written, erudite argument that unifies the works into a cohesive thesis. This Lang has done, to the extent that suspicious cynic might wonder why he chose not to present his work for a standard PhD award. Another issue unaddressed by most institutions is the possibility that the publications have been self-refereed or refereed by the candidate’s editorial colleagues in a case wherein the papers appear in a book the candidate has edited or co-edited. Dr Gillian Swanson’s 2004 GU thesis Towards a Cultural History of Private Life: Sexual Character, Consuming Practices and Cultural Knowledge, which addresses amongst many other cultural artefacts the film Lawrence of Arabia (David Lean 1962), has nine publications: five of which come from two books she co-edited, Nationalising Femininity: Culture, Sexuality and Cinema in Britain in World War Two, (Gledhill and Swanson 1996) and Deciphering Culture: Ordinary Curiosities and Subjective Narratives (Crisp et al 2000). While few would dispute the quality of Swanson’s work, the persistent cynic might wonder if these five papers really qualify as refereed publications. The tacit understanding of a refereed publication is that it is blind reviewed i.e. the contributor’s name is removed from the document. Such a system is used to prevent bias and favouritism but this level of anonymity might be absent when the contributor to a book is also one of the book’s editors. Of course, Dr Swanson probably took great care to distance herself from the refereeing process undertaken by her co-editors, but without an inbuilt check, allegations of cronyism from unfriendly cynics may well result. A related factor in making comparisons of different university’s PhDs by Published Papers is the requirements different universities have about the standard of the journal the paper is published in. It used to be a simple matter in Australia: the government’s Department of Education, Science and Training (DEST) held a Register of Refereed Journals. If your benefactor in disseminating your work was on the list, your publications were of near-unquestionable quality. Not any more: DEST will no longer accept nominations for listing on the Register and will not undertake to rule on whether a particular journal article meets the HERDC [Higher Education Research Data Collection] requirements for inclusion in publication counts. HEPs [Higher Education Providers] have always had the discretion to determine if a publication produced in a journal meets the requirements for inclusion in the HERDC regardless of whether or not the journal was included on the Register of Refereed Journals. As stated in the HERDC specifications, the Register is not an exhaustive list of all journals which satisfy the peer-review requirements (DEST). The last listing for the DEST Register of Refereed Journals was the 3rd of February 2006, making way for a new tiered list of academic journals, which is currently under review in the Australian tertiary education sector (see discussion of this development in the Redden and Mitchell articles in this issue). In the interim, some university faculties created their own rankings of journals, but not the Faculty of Creative Industries at the Queensland University of Technology (QUT) where I am studying for my PhD by Published Papers. Although QUT does not have a list of ranked journals for a candidate to submit papers to, it is otherwise quite strict in its requirements. The QUT University Regulations state, “Papers submitted as a PhD thesis must be closely related in terms of subject matter and form a cohesive research narrative” (QUT PhD regulation 14.1.2). Thus there is the requirement at QUT that apart from the usual introduction, methodology and literature review, an argument must be made as to how the papers present a sustained research project via “an overarching discussion of the main features linking the publications” (14.2.12). It is also therein stated that it should be an “account of research progress linking the research papers” (4.2.6). In other words, a unifying essay must make an argument for consideration of the sometimes diversely published papers as a cohesive body of work, undertaken in a deliberate journey of research. In my own case, an aural auteur analysis of sound in the films of Rolf de Heer, I argue that my published papers (eight in total) represent a journey from genre analysis (one paper) to standard auteur analysis (three papers) to an argument that sound should be considered in auteur analysis (one paper) to the major innovation of the thesis, aural auteur analysis (three papers). It should also be noted that unlike Bond, GU or SUT, the QUT regulations for the standard PhD still apply: a Confirmation Seminar, Final Seminar and a minimum two years of full-time enrolment (with a minimum of three months residency in Brisbane) are all compulsory. Such milestones and sine qua non ensure the candidate’s academic progress and intellectual development such that she or he is able to confidently engage in meaningful quodlibets regarding the thesis’s topic. Another interesting and significant feature of the QUT guidelines for this type of degree is the edict that papers submitted must be “published, accepted or submitted during the period of candidature” (14.1.1). Similarly, the University of Canberra (UC) states “The articles or other published material must be prepared during the period of candidature” (10). Likewise, Edith Cowan University (ECU) will confer its PhD by Publications to those candidates whose thesis consists of “only papers published in refereed scholarly media during the period of enrolment” (2). In other words, one cannot simply front up to ECU, QUT, or UC with a résumé of articles or films published over a lifetime of writing or film-making and ask for a PhD by Published Papers. Publications of the candidate prepared prior to commencement of candidature are simply not acceptable at these institutions and such PhDs by Published Papers from QUT, UC and ECU are entirely different to those offered by Bond, GU and SUT. Furthermore, without a requirement for a substantial period of enrolment and residency, recipients of PhDs by Published Papers from Bond, GU, or SUT are unlikely to have participated significantly in the research environment of their relevant faculty and peers. Such newly minted doctors may be as unfamiliar with the campus and its research activities as the recipient of an honorary doctorate usually is, as he or she poses for the media’s cameras en route to the glamorous awards ceremony. Much of my argument in this paper is built upon the assumption that the process of refereeing a paper (or for that matter, a film) guarantees a high level of academic rigour, but I confess that this premise is patently naïve, if not actually flawed. Refereeing can result in the rejection of new ideas that conflict with the established opinions of the referees. Interdisciplinary collaboration can be impeded and the lack of referee’s accountability is a potential problem, too. It can also be no less nail-biting a process than the examination of a finished thesis, given that some journals take over a year to complete the refereeing process, and some journal’s editorial committees have recognised this shortcoming. Despite being a mainstay of its editorial approach since 1869, the prestigious science journal, Nature, which only publishes about 7% of its submissions, has led the way with regard to varying the procedure of refereeing, implementing in 2006 a four-month trial period of ‘Open Peer Review’. Their website states, Authors could choose to have their submissions posted on a preprint server for open comments, in parallel with the conventional peer review process. Anyone in the field could then post comments, provided they were prepared to identify themselves. Once the usual confidential peer review process is complete, the public ‘open peer review’ process was closed and the editors made their decision about publication with the help of all reports and comments (Campbell). Unfortunately, the experiment was unpopular with both authors and online peer reviewers. What the Nature experiment does demonstrate, however, is that the traditional process of blind refereeing is not yet perfected and can possibly evolve into something less problematic in the future. Until then, refereeing continues to be the best system there is for applying structured academic scrutiny to submitted papers. With the reforms of the higher education sector, including forced mergers of universities and colleges of advanced education and the re-introduction of university fees (carried out under the aegis of John Dawkins, Minister for Employment, Education and Training from 1987 to 1991), and the subsequent rationing of monies according to research dividends (calculated according to numbers of research degree conferrals and publications), there has been a veritable explosion in the number of institutions offering PhDs in Australia. But the general public may not always be capable of differentiating between legitimately accredited programs and diploma mills, given that the requirements for the first differ substantially. From relatively easily obtainable PhDs by Published Papers at Bond, GU and SUT to more rigorous requirements at ECU, QUT and UC, there is undoubtedly a huge range in the demands of degrees that recognise a candidate’s published body of work. The cynical reader may assume that with this paper I am simply trying to shore up my own forthcoming graduation with a PhD by Published papers from potential criticisms that it is on par with a ‘purchased’ doctorate. Perhaps they are right, for this is a new degree in QUT’s Creative Industries faculty and has only been awarded to one other candidate (Dr Marcus Foth for his 2006 thesis entitled Towards a Design Methodology to Support Social Networks of Residents in Inner-City Apartment Buildings). But I believe QUT is setting a benchmark, along with ECU and UC, to which other universities should aspire. In conclusion, I believe further efforts should be undertaken to heighten the differences in status between PhDs by Published Papers generated during enrolment, PhDs by Published Papers generated before enrolment and honorary doctorates awarded for non-academic published work. Failure to do so courts cynical comparison of all PhD by Published Papers with unearnt doctorates bought from Internet shysters. References Brown, George. “Protecting Australia’s Higher Education System: A Proactive Versus Reactive Approach in Review (1999–2004).” Proceedings of the Australian Universities Quality Forum 2004. Australian Universities Quality Agency, 2004. 11 June 2008 ‹http://www.auqa.edu.au/auqf/2004/program/papers/Brown.pdf>. Campbell, Philip. “Nature Peer Review Trial and Debate.” Nature: International Weekly Journal of Science. December 2006. 11 June 2008 ‹http://www.nature.com/nature/peerreview/> Crisp, Jane, Kay Ferres, and Gillian Swanson, eds. Deciphering Culture: Ordinary Curiosities and Subjective Narratives. London: Routledge, 2000. 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