Journal articles on the topic 'Postmodern confession'

October 31, 2017 1. The church is always in need of reforming according to the Word of God if it is to remain the Christian church. 2. A program for reforming the church requires a reaffirmation of sola Scriptura. 3. The church’s way of reading and understanding Scripture must be formed by Scripture itself, with Scripture interpreting Scripture. 4. Postmodern rejections of Scripture’s story line propose substitute narratives based on an a priori rejection of the divine inspiration of Scripture. 5. Postmodern methods of biblical interpretation reject sola Scriptura and replace it with a biblically alien system of hermeneutics. 6. The Scriptures offer assurance and confident hope, whereas postmodern interpretations are self-focused, resulting in relativism, uncertainty, and narcissism. 7. The interpretation of Scripture is not ultimately governed by the beliefs of a community, but rather by Scripture interpreting Scripture. Without this standard, the message of Scripture is relativized, resulting in ambiguity, and theological and spiritual chaos. 8. The rule of faith of Scripture compared with Scripture and Scripture interpreting Scripture is an objective standard for truth claims, meaningful discourse, and theological accountability. 9. Confessional orthodoxy is relevant and must be taken into account in biblical and theological interpretation. 10. No church confession is infallible, as this is true of Scripture alone. 11. ...

Abstract The article shows the actuality of Tadeusz Różewicz’s poetic confession: “I’m looking for a teacher and a master” in the postmodern world, dominated by mass media and multimedia, the world not guided by authorities. A young man is surrounded by chaos of mass culture, popular culture and cyberculture and he needs a tutor – master, he needs a tutor – guide, who will carry him through the world of cultural values specific for 21st century, emphasizing educational chances and dangers. The tutor should also inform his pupil about the importance of tradition for shaping one’s personality. From this perspective the tutoring is one of the most important challenge standing before the contemporary cultural education.

In the modern Russian writer Yuri Buida’s novel "Thief, Spy and Murderer" (2014), Christian discourse reveals itself at different levels of the text’s organization: genre (autobiography / confession), imaginative (marginal, mad / poor in spirit), motivic (imperfection of human nature / sin), plot (the hard way the son to the father / parable of the prodigal son) and others. On the one hand, Christian allusions in the novel are a manifestation of intertextual poetics, creating a cultural context for the perception of the postmodern text. On the other hand, the Christian "code" is the most relevant for the disclosure of the philosophical and psychological content of the novel, as in Christian categories expressed by the author's attitude to the leading cultural meanings of the era, to modern man, and to himself.

Confessional writing, such as Swiss feminist Verena Stefan's autobiographical novel Shedding (1977) (German: Häutungen, 1977[1975]), is often praised as being an expression of a particular individual's authentic voice. This readerly concept of authentic voice has been under-examined in contemporary and postmodern narrative theories, which have tended to emphasize the abstractness, the disembodiedness of voice. In this article I draw from Monika Fludernik's concept of narrative schemas and from theories of deixis in literature within cognitive poetics in order to develop a model by which to explain the authenticity effects attributed to Stefan's book and to other works of testimonial and confessional literature. Through an analysis of stylistic features related to different aspects of deixis, I illustrate how deictic shifts may encourage readers to pay more attention to certain narrative parameters over others within the framework of familiar narrative schemas, thereby creating a greater sense of immersivity in the text and consequently the effect of a narrative that is being experienced even as it is being told.

The paper discusses the uses of black humour in women’s poetry after 1989, collected in the anthology Solistki (2009). The humour underlying these poems is subversive. A cruel joke may serve the purpose of individuation, provocation, or protection from suffering. Poetic narratives highlight the grotesque aspects of the world in order to uncover the stigmatising stereotypes of gender or the pressure of social norms grounded in lies. They become axiological gestures, stressing the independence of heroines. Tragicomic laughter is occasionally a form of casting a spell on reality, playing with the macabre – a protest against illness and death. A clownish mix of humour and terror consciously disrupts the logic of communication, showing the blurred limits of frank confession in postmodern poetry. Poetic works by the ‘female soloists’ are intertextual, autotelic, polystyle. They are characterised by an exaggerated creativity of imagery that refl ects a paradoxical, fl uid reality. Poetry by women moves from a poetic joke to a serious existential and philosophical statement.

The unity, autonomy and autoreferentiality of the representational model upon which the uniqueness of the communicational concept of postmodern mass-media rests, as well as interactivity within the framework of which, assisted by the fictional Other, the modus subsistendi of a spectator is being constituted, represents the main subject of the critical discourse of the following essay. The thesis which is here proposed is that it is possible to identify and scrutinize a fundamental difference between the generative core of meaning and the effects which the reality show The Big Brother produces within the Euro-American cultural circle on the one hand and within the cultural context of the societies involved in a process of assimilation of axiological paradigms originating from that circle on the other hand. The secularization of the techniques of confession which manifest themselves in a number of aspects of this programme transforms itself in these societies into a self-induced adoption of traditionalist mechanisms of control and their perpetuating in a form of illusory permissiveness and anti-dogmatic social praxis.

AbstractHanif Kureishi, an acclaimed contemporary British writer of Pakistani origin, is known to the Romanian reading public primarily through the translations (under the aegis of the Humanitas publishing house) of his novels Intimacy, The Buddha of Suburbia, The Nothing, Gabriel’s Gift and Something to Tell You. One of the foremost representatives of British postcolonial literature, Kureishi masterfully, and at times shockingly, explores the postmodern urban world of human desolation, loneliness and alienation, with the surgical precision and mercilessness of a “terrorist”, as he himself describes the writer and his artistic mission in an interview. Intimacy, in a classic Proustian or Joycean manner, offers a glimpse into twenty-four hours in the life of a middle-aged Londoner, Jay, who fed up with the monotony and routine of his marriage, decides to leave his wife and children in order to pursue a passionate sexual relationship with a younger lover. The novel thematizes such concerns as the clash between traditional values and (post)modern society, between individualism / narcissism and moral duty, morality versus amorality / immorality, and the inevitable alienation of the individual who experiences these conflicts. The present paper aims at offering a reading of Kureishi’s text starting from the writer’s claim that “I’ve never had any desire to be good. (…) I don’t like goodness particularly. I like passion.” From the vantage point of this confession we shall proceed to analyze Intimacy not as a moral handbook, but as the eternal plight of the human soul, caught between the painfulness of duty and the irresistible call of passion.

Contemporary practices of recreational and confessional travel and visit of sacred sites of various denominations focus multitude of orientations and attitudes regarding religious cultural heritage. Postmodern tourist experience of organisation and research encompasses wide space from local to global, from material to invisible, form forgotten to live heritage, and from sustainable to dynamic, from subjective to generally valid, acknowledged, and human in religious culture and everyday life. Transmission of traditional values and rituals, as well as actualisation of cultural practices basic for religions, confessions,and communities would be impossible without sacral topoi as a focus of tourist interests, flow of people and dynamic site exploitation, and without development of the reflection on those processes. Keywords: pilgrimage, religious tourism, glocal mobility, postmodernity, sacred sites, heritage perception, tourist reflections, accessibility of tourist sites

The chamber-instrumental ensemble music in the Ukrainian musical culture of the last third of the 20th and the beginning of the 21st centuries occupies one of the leading places and is characterized by powerful processes in its development. Such circumstances caused the Ukrainian musicologist interests to the problems of chamber-instrumental music creativity and performance. There are appeared researches in the field of theory, history and performance problems covering the most important questions like chamber music definitions, specific genre issues, the growing function of piano in the Ukrainian chamber music, the increasing questions of technique and timbre importance of modern instrumental ensembles. In the significant multifaceted creative work of contemporary Ukrainian composer, Oleksandr Yakovchuk, the genre of chamber instrumental ensemble music represents a complex and interesting phenomenon. Original and skillfully written compositions reflect artistic world of the composer of postmodern time and gained recognition in music life of Ukraine and beyond. These works are highly appreciated in performing practice of our days. The purpose of the article is to analyze the work — “Little Trio” for clarinet, bassoon and piano (1980), which has the signs of neoclassical tendency in the composer’s style. The methodological basis of this research is a comprehensive approach in theoretical understanding of the subject of research (the methods of textology, source study as well as the method of interviewing the author were used). The scientific novelty of this article is in the priority of its main provisions, since the “Little Trio” entered the scientific circulation for the first time. The three-movement “Little Trio” (1980) is notable for the light feeling of timbre colours and the shape clarity. The Ist movement — Allegretto giocoso — is written in a sonata form following all classical traditions. Quite interesting are the two monologues of clarinet and bassoon from the IInd movement, they represent very modern line in Ukrainian chamber music — the possibility of sincere confession which comes through the solo cadence. In the IIIrd movement, the composer took advantage from the folk Ukrainian dance “hopak” using the rhythm of it and creating dance character of the Final.

The current critical appreciations of the American poet John Ashbery (1927- ) have proved to be ambivalent to consider him as a later Romantic poet or a postmodern avant-garde, whose essential role is to achieve the postmodern project. Many of his major poems include a kind of repertoire that demonstrates a clear treatment of Romantic themes and implications tackled carefully by the poet. His later poems, however, are concerned with postmodern themes like the bewilderment of the American individual due to the unprecedented changes and watersheds the society witnessed. The main aim of this research is to critically examine selected poems of Ashbery to judge whether he is Romantic or postmodern, consulting cues from critics like Bloom, Miller and Longenbach . It is one of the fruitful conclusions that Ashbery adheres to the Romantic spirit but for unromantic intentions. Thus, he conveys confessional themes on one hand and tackles postmodern realistic themes related to the core of the American society in which he lives and writes on the other.

Scholarship about Depression-era proletarian literature has had to adapt itself to new political and social realities since 1984. With the collapse of socialism in Eastern Europe and Soviet Russia, literary analyses of texts written in the atmosphere of the Communist-led cultural movement may seem to lose currency; to argue for the relevancy at the close of the 20th century may seem irrelevant to postmodern aesthetics. Likewise, as Barbara Foley suggests, reading proletarian texts with their self-conscious critiques of class struggle and their formulaic and didactic plots offers little to audiences who are used to postmodern experimentation and “confessional” poetics (viii).

The phenomenon of Orthodox sectarianism is becoming increasingly important in the context of contemporary confessional changes in Ukraine. Until the 90s of the twentieth century. the social role of Orthodox sectarianism was determined primarily by the fact that its doctrine and practice represented an attempt to create an alternative to the existing order in society. In independent Ukraine, sectarian groups of Orthodox origin have legalized their activities.

The author's purpose in this essay is, first of all, to evaluate the recent assessments of the self given by Stanley Hauerwas and Rowan Williams. Second, in registering his reservations with these views, he claims that confessional theologians have rich resources for shaping a powerful and innovative redescription of the tradition of transcendental subjectivity that does not conclude in, or require, the self's disappearance (or the concomitant annihilation of interiority). The person willed by God into being possesses a certain formfulness that is neither pure intentionality nor interiority, a certain formful unity constitutive of its being created in the image of God. Third, the author argues that Dietrich Bonhoeffer's christological account of the self, supplemented by Eberhard Jüngel's trinitarian account, offers a promising alternative to Hauerwas and Williams. The article's general concern is to show that modern theology does itself and Christian congregations a disservice if it fails to appreciate the depth, complexity and created dignity of human personhood.

The author of the present study deals with the contemporary state of memoir literature based on the analysis of some recent Czech and Slovak memoirs containing a spеcific strategy of the heterogeneous layers of confesisons and preachings. The problem of contemporary memoir texts is connected with the position of the memoirist in the society, his/her courage and openness. The author’s typology of the memoir literature is based on the three-level structure (theme, structure and genre, narrative strategy). He prefers to call it memoir literature аs its structure is very heterogeneous, and the fear of the memoirist, his anxiety and aversion to express too radical views lead to soft focus, uncertainty, evasiveness, the lack of clear opinions – these are the characteristic features of contemporary memoir literature as a reflection of the state of the world and the human of the second decade of the 21 century. Due to this, the confessions and preachings have been realised in a specific manner. These features are being demonstrated at the works written by Czech and Slovak writers, significant personalities of culture, politicians, artists etc. The modern and postmodern memoir literature realizes the confessions and preachings in a specific semi-hidden undercurrent which is being manifested at the example of a triple structure (memoirs, portraits, textual illustrations as attachments) of the memoirs by the Slovak literary critic, hungarologist, comparatist, and translator Rudolf Chmel.

The relevance of the article lies in the need to analyze and evaluate the role of religion in post-postmodern society. The problems of the global technogenic society require not only scientific solutions, but also their moral assessment. The strengthening of the role of religion and its relevance in society is due to its ethical content and focus on the spiritual life of a person. The purpose of this article is to examine the features of understanding religion in the philosophy of postmodernism, in order to understand the processes in the sphere of religion at the beginning of the XXI century. Representatives of European postmodernism carried out a reflection of the postmodern era, including the state of religion. The scientific novelty of the research consists in considering two aspects of postmodernism’s view of religion. First, philosophers foresaw the wide spread of non-confessional religion, the coexistence of various religious forms. The transformation of the forms, status and role of religion in postmodernism was explained by the pluralism of postmodern society (the complexity of modern societies, processes, different worldviews, beliefs). The essence of religion is not connected with traditional religious dogmas, but with the possibility of spiritual transformation of a person. Religious experience can be translated through art (J. Deleuze), self-awareness (M. Foucault). Second, postmodern philosophers reveal the socio-political role of religion. Traditional religious teachings are considered as constructions of the human mind created by the power structures of society. individuals are Managed in society through religious discourse (M. Foucault). The main function of religion is to compel people, so we should be freed from the authoritarian power of traditional religion. In modern society religion continues to be the most important element. As a result of the development of the features of postmodern society, the «pluralization of the religious situation» occurs and the tendency to politicize it increases. Non-traditional religious movements and various forms of religion are widely spread. Reflections on the religion of representatives of postmodernism remain relevant, since they allow us to focus on the spiritual component of religion, to understand the status and position of religion in modern society.

The article is devoted to a critical study of the vision of Ukrainian theologians of the possible prospects for the development of spiritual education in Ukraine in connection with the general changes expected by various theologians in the position of religion in the national public space, identifying what is really connected with the potential for further positive changes in Ukrainian theology and spiritual education. Ukrainian theologians and their supporters among researchers associate positive prospects for the development of spiritual education with new opportunities that the postmodern or post-postmodern worldview supposedly provides. The present is assessed as a post-secular state of sociality, as religion returns to the public sphere. In this regard, the author criticizes the dualism of the secular and the religious characteristic of modernity, the modern identification of the social with the secular, and the attribution of the religious exclusively to the private sphere of life. Ukrainian theologians and their supporters believe that the crisis of secularization theories and the return of religion to the public sphere themselves legitimize the existence of theology as a science and the recognition of spiritual education as part of the national educational space. Legal recognition of theology in 2014 opened up opportunities for the legitimization of theological ideas in general scientific discourse, but it turned out that even political theology and theology of education can only offer rather limited projects that develop the ideas of Western postmodern neo-Augustinianism. The situation is aggravated by the dominance in a significant number of seminaries and in a large number of specific branches of theology "theology of repetition", due to the inability to offer their own Christian democratic ideas, due to the refusal to create a social teaching that would meet the complex challenges of our time. The analysis shows that today those confessional systems of spiritual education in Ukraine, which are provided by leading research institutes, have sustainable development. These institutes create high-quality scientific products, set the general high level of teaching and learning, and train highly qualified personnel. Thus, it is the modern educational technology of the creation by a certain denomination (or their associations, as in the case of Protestants) of the main scientific and educational center, which acts in accordance with all national and world standards of education and science, that makes it possible to justify theology and create conditions for the development of all ordinary elements of confessional systems of spiritual education.

As agents, we all act on behalf of others and of our own accord: these are socially and historically interrelated orientations to action in contemporary America. But as chains of accountability erode at work and in the economy, as layers of aides and representatives proliferate in social welfare, and as outsourcing comes to define prisonfare at home and mercenary warfare abroad, the challenges of agency relations come to the fore. These processes are counterposed to and entwined with more playful forms of action through self-representation, now in Facebook and its ilk increasingly mediated through technics, but rooted in far older forms of confessional speech and writing. How, then, do we begin to understand postmodern agency? This address, an invitation and a first step, locates the vicissitudes of everyday agency in America in comparative-historical context.

This paper investigates the relevance of singing and performing the Te Deum Laudamus in the postmodern Christian era, especially in view of changing enactments and perceptions of the purpose of the hymn. The Te Deum has been used in various ways in church history, sung as a confession of praise and regularly used since the time of St Benedict during Matins (morning service). While the Reformers were critical of the late medieval worship, they did not query incorporating the Te Deum into their liturgies, because it brought meaning to the glorification of a benevolent God. This explains its use also by most Christian churches in their liturgies in the postmodern era. However, the pertinent question remains: Is the Te Deum still applicable to the postmodern church, which is characterised by secularism, charismatic sermons, and commercialised worship. The question is instigated by events and conceptions of the universe from the era of Gregorianism to Darwinism. In answering this question, the paper highlights the history of the Te Deum and its application within the church, and seeks to find out whether the hymn addresses the present needs of Christians, which have been affected by postmodernism. The paper contends that the Te Deum is still relevant and contributes to the glorification of God’s mission (missio Dei).

The relationship between preaching and confessions in a post-modem society: A 'marriage' or 'free love'?. This article attempts, within the tradition of the Reformation, to investigate the relationship between preaching and the confession of the church. Through the ages, this relationship altered from a spontaneous interaction to a formal, judicial contract. This role prescribed to the confession, of being a formal and dominating instrument with judicial authority, is no longer acceptable in a postmodem society. The study aims to establish the specific nature of the relationship and to seek means to organize it in a way that will accommodate the demands of our time, but in an orderly manner that will also benefit the proclamation of the gospel.

An evolutionary perspective on the Confessio Belgica: A systematical-theological exploration. The aim of this study is to point out that the Confessio Belgica creates the opportunity to listen to both the voices of the natural sciences (especially in regard to the process of evolution) and the findings of the historical sciences. The important point of this discussion is that the human being is an evolutionary part of the process of creation. Man can no longer be seen as the ruler of creation in a personal and static sense. In the light of this we have to truly listen again to the witness of the Bible and the way in which it is formulated in the confessions of the church. The views of Wentzel van Huyssteen, Rob Bell and N.T. Wright are examples of how to respond, against the background of the science-theology debate, to the questions: �Who was Jesus?� and �What did He do?� Their insights might help us to proclaim the cosmic meaning of the message of the Gospel with integrity in a modern and postmodern world.

The binding to confessions in a postmodern era We are experiencing a paradigm shift between Modernism and Postmodernism in almost every sphere of life, and also in the sphere of church and theology. This paradigm shift has far-reaching consequences, especially for churches in the reformed tradition and the practice of reformed theology as far as the binding to the confessions is concerned. From the viewpoint of Postmodernism, there is no absolute truth. This applies also to Scripture. As far as their hermeneutics is concerned, they adhere to the principles of deduction as formulated by Derrida. According to these principles, a text has no intrinsic meaning but rather creates meaning. There is nothing outside the text. This leads to radical relativism. Over against the postmodern view, reformed hermeneutics maintain that Scripture is the infallible Word of God and proclaims everlasting truth. In the confessions this truth is formulated. Confessions belong to the very essence of the church. The binding to the confessions therefore applies to every member as well as all office-bearers and also professors in theology. In this regard there can be no compromise with Postmodernism.

Church and theology in the postmodern eraThe postmodern era has wide implications for church and theology. This study is an endeavour to participate in the discourse on these implications. It reflects on what is entailed by postmodernism and how the new era influences church and theology. It also reflects on the interpretation of the Bible, the status of the Reformed confessions and the dialogues in which pastors engage in their congregations.

The difficulty of reading Allen Ginsberg's poetry is a recurring theme in criticism of his work and that of other post-WWII "Beat Generation" writers. "Even when a concerted effort is made to illuminate [Beat] literature," laments Nancy M. Grace, "doing so is difficult: the romance of the Beat life threatens to subsume the project" (812). Of course, the Beat life is romantic to the extent that it is romantically regaled. Continual romantic portrayals, such as that of Ginsberg in the recent movie Howl (2010), rekindle the Beat romance for new audiences with chicken-and-egg circularity. I explore this difficulty of reading Ginsberg that Grace and other critics identify by articulating it with respect to "Kaddish"—"Ginsberg's most highly praised and his least typical poem" (Perloff 213)—as a difficulty of interpreting Ginsberg suspiciously. Philosopher Paul Ricoeur's theories of interpretation—or "hermeneutics"—provide the theoretical foundation here. Ricoeur distinguishes between a romantic or "restorative" mode of interpretation, where meaning is reverently reconciled to a text assumed to be trustworthy, and a "suspicious" approach, where meaning is aggressively extrapolated from a text held as unreliable. In order to bring these theories to bear on "Kaddish" and its criticism, I draw on Rita Felski's pioneering work in relating Ricoeur's concept of "suspicious reading" to the field of literature. Is it possible to read "Kaddish" suspiciously? Or is there nothing left for suspicious readers to expose in texts such as "Kaddish" that are already self-exposing? In "Kaddish," Ginsberg tells the story of his mother Naomi Ginsberg, a Russian Jewish immigrant, who died in a mental hospital in 1956. It is a lengthy prose poem and spans a remarkable 19 pages in Ginsberg's Collected Poems (1984). In the words of Maeera Y. Shreiber, "Kaddish" "is a massive achievement, comprised of five numbered parts, and an interpellated 'Hymmnn' between parts two and three" (84). I focus on the second narrative part, which forms the bulk of the poem, where the speaker—I shall refer to him henceforth as "Allen" in order to differentiate between Ginsberg's poetic self-representation and Ginsberg-the-author—recounts the nervous breakdowns and hospital movements of his mother, whom he calls by her first name, Naomi. I begin by illustrating the ways in which Allen focalises Naomi in the text, and suggest that his attempts to "read" her suspicious mind alternate between restorative and suspicious impulses. I then take up the issue of reading "Kaddish" suspiciously. Acknowledging Ricoeur's assertion that psychoanalysis is an unequivocal "school of suspicion" (32), I consider James Breslin's psychoanalytic criticism on "Kaddish," in particular, his reading of what is easily the most contentious passage in the poem: the scene where Naomi solicits Allen for sex. I regard this passage as a microcosm of the issues that beset a suspicious reading of "Kaddish"—such as the problem posed by the self-exposing poem and poet—and I find that Breslin's response to it raises interesting questions on the politics of psychoanalysis and the nature of suspicious interpretation. Finally, I identify an unpublished thesis on Ginsberg's poetry by Sarah Macfarlane and classify her interpretation of "Kaddish" as unambiguously suspicious. My purpose is not to advance my own suspicious reading of "Kaddish" but to highlight the difficulties of reading "Kaddish" suspiciously. I argue that while it is difficult to read "Kaddish" suspiciously, to do so offers a fruitful counterbalance to the dominant restorative criticism on the poem. There are as yet unexplored hermeneutical territories in and around this poem, indeed in and around Ginsberg's work in general, which have radical implications for the future direction of Beat studies. Picking her tooth with her nail, lips formed an O, suspicion—thought's old worn vagina— (Ginsberg, "Kaddish" 218)Ginsberg constructs Naomi's suspicion in "Kaddish" via Allen's communication of her visions and descriptions of her behaviour. Allen relates, for example, that Naomi once suspected that Hitler was "in her room" and that "she saw his mustache in the sink" ("Kaddish" 220). Subsequently, Allen depicts Naomi "listening to the radio for spies—or searching the windowsill," and, in an attempt to "read" her suspicious mind, suggests that she envisages "an old man creep[ing] with his bag stuffing packages of garbage in his hanging black overcoat" ("Kaddish" 220). Allen's gaze thus filters Naomi's; he watches her as she watches for spies, and he animates her visions. He recalls as a child "watching over" Naomi in order to anticipate her "next move" ("Kaddish" 212). On one fateful day, Naomi "stared out the window on the Broadway Church corner"; Allen interprets that she "spied a mystical assassin from Newark" ("Kaddish" 212). He likewise observes and interprets Naomi's body language and facial expressions. When she "covered [her] nose with [a] motheaten fur collar" and "shuddered at [the] face" of a bus driver, he deduces that, for Naomi, the collar must have been a "gas mask against poison" and the driver "a member of the gang" ("Kaddish" 212). On the one hand, Allen's impetus to recover "the lost Naomi" ("Kaddish" 216)—first lost to mental illness and then to death—may be likened to Ricoeur's concept of a restorative hermeneutic, "which is driven by a sense of reverence and goes deeper into the text in search of revelation" (Felski 216). As if Naomi's mind constitutes a text, Allen strives to reveal it in order to make it intelligible. What drives him is the cathartic impulse to revivify his mother's memory, to rebuild her story, and to exalt her as "magnificent" and "mourned no more" ("Kaddish" 212), so that he may mourn no more. Like a restorative reader "driven by a sense of reverence" (Felski 216), he lauds Naomi as the "glorious muse that bore [him] from the womb [...] from whose pained head [he] first took Vision" ("Kaddish" 223). Critics of "Kaddish" also observe the poem's restorative impulse. In "Strange Prophecies Anew," Tony Trigilio reads the recovery of Naomi as "the recovery of a female principle of divinity" (773). Diverging from Ginsberg's earlier poem "Howl" (1956), which "represses signs of women in order to forge male prophetic comradeship," "Kaddish" "constructs maternity as a source of vision, an influence that precedes and sustains prophetic language. In 'Kaddish', Ginsberg attempts to recover the voice of his mother Naomi, which is muted in 'Howl'" (776). Shreiber also acknowledges Ginsberg's redemption of "the feminine, figured specifically as the lost mother," but for her it "is central to both of the long poems that make his reputation," namely "Kaddish" and "Howl" (81). She cites Ginsberg's retrospective confession that "Howl" was actually about Naomi to argue that, "it is in the course of writing 'Howl' that Ginsberg discovers his obligation to the elided (Jewish) mother—whose restoration is the central project of 'Kaddish'" (81). On the other hand, Allen's compulsion to "cut through" to Naomi, to talk to her as he "didn't when [she] had a mouth" ("Kaddish" 211), suggests the brutality of a suspicious hermeneutic where meanings "must be wrestled rather than gleaned from the page, derived not from what the text says, but in spite of what it says" (Felski 223). When Naomi was alive and "had a mouth," Allen aggressively "pushed her against the door and shouted 'DON'T KICK ELANOR!'" in spite of her message: "Elanor is the worst spy! She's taking orders!" ("Kaddish" 221). As a suspicious reader wrestles with a resistant text, Allen wrestles with Naomi, "yelling at her" in exasperation, and even "banging against her head which saw Radios, Sticks, Hitlers—the whole gamut of Hallucinations—for real—her own universe" ("Kaddish" 221).Allen may be also seen as approaching Naomi with a suspicious reader's "adversarial sensibility to probe for concealed, repressed, or disavowed meanings" (Felski 216). This is most visible in his facetiously professed "good idea to try [to] know the Monster of the Beginning Womb"—to penetrate Naomi's body in order to access her mind "that way" ("Kaddish" 219). Accordingly, in his psychoanalytic reading of "Kaddish," James Breslin understands Allen's "incestuous desires as expressing [his] wish to get inside his mother and see things as she does" (424). Breslin's interpretation invokes the Freudian concept of "epistemophilia," which Bran Nicol defines as the "desire to know" (48).Freud is one of "three masters" of suspicion according to Ricoeur (32). Freud, Nietzsche, and Marx "present the most radically contrary stance to the phenomenology of the sacred and to any hermeneutics understood as the recollection of meaning" (Ricoeur 35). They "begin with suspicion concerning the illusions of consciousness, and then proceed to employ the stratagem of deciphering" (Ricoeur 34). Freud deciphers the language of the conscious mind in order to access the "unconscious"—that "part of the mind beyond consciousness which nevertheless has a strong influence upon our actions" (Barry 96). Like their therapeutic counterparts, psychoanalytic critics distinguish "between the conscious and the unconscious mind," associating a text's "'overt' content with the former" and "'covert' content with the latter, privileging the latter as being what the work is 'really' about" (Barry 105). In seeking to expose a text's unconscious, they subscribe to a hermeneutic of suspicion's "conviction that appearances are deceptive, that texts do not gracefully relinquish their meanings" (Felski 216). To force texts to relinquish their meanings suspicious readers bear "distance rather than closeness; guardedness rather than openness; aggression rather than submission; superiority rather than reverence; attentiveness rather than distraction; exposure rather than tact" (Felski 222).For the most part, these qualities fail to characterise Breslin's psychoanalytic criticism on "Kaddish" and "Howl." Far from aggressive or superior, Breslin is a highly sympathetic reader of Ginsberg. "Many readers," he complains, are "still not sympathetic to the kind [sic] of form found in these poems" (403). His words echo Trigilio's endorsement of Marjorie Perloff's opinion that critics are too often "unwilling to engage the experimental scope of Ginsberg's poems" (Trigilio 774). Sympathetic reading, however, clashes with suspicious reading, which "involves a sense of vigilant preparedness for attack" (Shand in Felski 220). Breslin is sympathetic not only to the experimental forms of "Kaddish" and "Howl," but also to their attestation to "deep, long-standing private conflicts in Ginsberg—conflicts that ultimately stem from his ambivalent attachment to his mother" (403). In "Kaddish," Allen's ambivalent feelings toward his mother are conspicuous in his revolted and revolting reaction to her exposed body, combined with his blasé deliberation on whether to respond to her apparent sexual provocation: One time I thought she was trying to make me come lay her—flirting to herself at sink—lay back on huge bed that filled most of the room, dress up round her hips, big slash of hair, scars of operations, pancreas, belly wounds, abortions, appendix, stitching of incisions pulling down in the fat like hideous thick zippers—ragged long lips between her legs—What, even, smell of asshole? I was cold—later revolted a little, not much—seemed perhaps a good idea to try—know the Monster of the Beginning Womb—Perhaps—that way. Would she care? She needs a lover. ("Kaddish" 219)In "Confessing the Body," Elizabeth Gregory observes that "Naomi's ordinary body becomes monstrous in this description—not only in its details but in the undiscriminating desire her son attributes to it ('Would she care?')" (47). In exposing Naomi thus, Allen also exposes himself and his own indiscriminate sexual responsiveness. Such textual exposés pose challenges for those who would practice a hermeneutic of suspicion by "reading texts against the grain to expose their repressed or hidden meanings" (Felski 215). It appears that there is little that is hidden or repressed in "Kaddish" for a suspicious reader to expose. As Perloff notes, "the Ginsberg of 'Kaddish' is writing somewhat against the grain" (213). In writing against the grain, Ginsberg inhibits reading against the grain. A hermeneutic of suspicion holds "that manifest content shrouds darker, more unpalatable truths" (Felski 216). "Kaddish," however, parades its unpalatable truths. Although Ginsberg as a Beat poet is not technically included among the group of poets known as the "confessionals," "Kaddish" is typical of a "confessional poem" in that it "dwells on experiences generally prohibited expression by social convention: mental illness, intra-familial conflicts and resentments, childhood traumas, sexual transgressions and intimate feelings about one's body" (Gregory 34). There is a sense in which "we do not need to be suspicious" of such subversive texts because they are "already doing the work of suspicion for us" (Felski 217). It is also difficult to read "Kaddish" suspiciously because it presents itself as an autobiographical history of Ginsberg's relationship with his mother. "Kaddish" once again accords with Gregory's definition of "confessional poetry" as that which "draws on the poet's autobiography and is usually set in the first person. It makes a claim to forego personae and to represent an account of the poet's own feelings and circumstances" (34). These defining features of "Kaddish" make it not particularly conducive to a "suspicious hermeneutic [that] often professes a lack of interest in the category of authorship as a means of explaining the ideological workings of texts" (Felski 222). It requires considerable effort to distinguish Allen, speaker and character in "Kaddish," from Ginsberg, celebrity Beat poet and author of "Kaddish," and to suspend knowledge of Ginsberg's public-private life in order to pry ideologies from the text. This difficulty of resisting biographical interpretation of "Kaddish" translates to a difficulty of reading the poem suspiciously. In his psychoanalytic reading, Breslin's lack of suspicion for the poem's confession of autobiography dilutes his practice of an inherently suspicious mode of interpretation—that of psychoanalysis. His psychoanalysis of Ginsberg shows that he trusts "Kaddish" to confess its author's intimate feelings—"'It's my fault,' he must have felt, 'if I had loved my mother more, this wouldn't have happened to her—and to me'" (Breslin 422)—whereas a hermeneutic of suspicion "adopts a distrustful attitude toward texts" (Felski 216). That said, Breslin's differentiation between the conscious and unconscious, or surface and underlying levels of meaning in "Kaddish" is more clearly characteristic of a hermeneutic of suspicion's theory that texts withhold "meanings or implications that are not intended and that remain inaccessible to their authors as well as to ordinary readers" (Felski 216). Hence, Breslin speculates that, "on an unconscious level the writing of the poem may have been an act of private communication between the poet" and his mother (430). His response to the previously quoted passage of the poem suggests that while a cursory glance will restore its conscious meaning, a more attentive or suspicious gaze will uncover its unconscious: At first glance this passage seems a daring revelation of an incest wish and a shockingly realistic description of the mother's body. But what we really see here is how one post-Freudian writer, pretending to be open and at ease about incestuous desire, affects sophisticated awareness as a defense [sic] against intense longings and anxieties. The lines are charged with feelings that the poet, far from "confessing out," appears eager to deny. (Breslin 422; my emphasis)Breslin's temporary suspicious gaze in an otherwise trusting and sympathetic reading accuses the poet of revealing incestuous desire paradoxically in order to conceal incestuous desire. It exposes the exposé as an ironic guise, an attempt at subterfuge that the poet fails to conceal from the suspicious reader, evoking a hermeneutic of suspicion's conviction that in spite of itself "the text is not fully in control of its own discourse" (Felski 223). Breslin's view of Ginsberg's denial through the veil of his confession illuminates two possible ways of sustaining a suspicious reading of "Kaddish." One is to distrust its claim to confess Ginsberg, to recognise that "confession's reality claim is an extremely artful manipulation of the materials of poetry, not a departure from them" (Gregory 34). It is worth mentioning that in response to his interviewer's perception of the "absolute honesty" in his poem "Ego Confession," Ginsberg commented: "they're all poems, ultimately" (Spontaneous 404–05). Another way is to resist the double seduction operative in the text: Naomi's attempted seduction of Allen, and, in narrating it, Allen's attempted seduction of the psychoanalytic critic.Sarah Macfarlane's effort to unmask the gender politics that psychoanalytic critics arguably protect characterises her "socio-cultural analysis" (5) of "Kaddish" as unmistakably suspicious. While psychoanalytic critics "identify a 'psychic' context for the literary work, at the expense of social or historical context" (Barry 105), Macfarlane in her thesis "Masculinity and the Politics of Gender Construction in Allen Ginsberg" locates Allen's "perception of Naomi as the 'Monster of the Beginning Womb'" in the social and historical context of the 1950s "concept of the overbearing, dominating wife and mother who, although confined to the domestic space, looms large and threatening within that space" (48). In so doing, she draws attention to the Cold War discourse of "momism," which "envisioned American society as a matriarchy in which dominant mothers disrupted the Oedipal structure of the middle-class nuclear family" (Macfarlane 33). In other words, momism engaged Freudian explanations of male homosexuality as arising from a son's failure to resolve unconscious sexual desire for his mother, and blamed mothers for this failure and its socio-political ramifications, which, via the Cold War cultural association of homosexuality with communism, included "the weakening of masculine resolve against Communism" (Edelman 567). Since psychoanalysis effectively colludes with momism, psychoanalytic criticism on "Kaddish" is unable to expose its perpetuation in the poem. Macfarlane's suspicious reading of "Kaddish" as perpetuating momism radically departs from the dominant restorative criticism on the poem. Trigilio, for example, argues that "Kaddish" revises the Cold War "discourse of containment—'momism'—in which the exposure of communists was equated to the exposure of homosexuals" (781). "Kaddish," he claims, (which exposes both Allen's homosexuality and Naomi's communism), "does not portray internal collapse—as nationalist equations of homosexual and communist 'threats' would predict—but instead produces […] a 'Blessed' poet who 'builds Heaven in Darkness'" (782). Nonetheless, this blessed poet wails, "I am unmarried, I'm hymnless, I'm Heavenless" ("Kaddish" 212), and confesses his homosexuality as an overwhelming burden: "a mortal avalanche, whole mountains of homosexuality, Matterhorns of cock, Grand Canyons of asshole—weight on my melancholy head"("Kaddish" 214). In "Confessing the Body," Gregory asks whether confessional poetry "disclose[s] secrets in order to repent of them, thus reinforcing the initial negative judgement that kept them secret," or "to decathect that judgement" (35). While Allen's confession of homosexuality exudes exhilaration and depression, not guilt—Ginsberg critic Anne Hartman is surely right that "in the context of [the 1950s] public rituals of confession and repentance engendered by McCarthyism, […] poetic confession would carry a very different set of implications for a gay poet" (47)—it is pertinent to question his confession of Naomi. Does he expose Naomi in order to applaud or condemn her maternal transgressions? According to the logic of the Cold War "urge to unveil, [which] produces greater containment" (Trigilio 794), Allen's unveiling of Naomi veils his desire to contain her, unable as she is "to be contained within the 1950's [sic] domestic ideal of womanhood" (Macfarlane 44). "Ginsberg has become such a public issue that it's difficult now to read him naturally; you ask yourself after every line, am I for him or against him. And by and large that's the criticism he has gotten—votes on a public issue. (I see this has been one of those reviews.)" (Shapiro 90). Harvey Shapiro's review of Kaddish and Other Poems (1961) in which "Kaddish" first appeared illuminates the polarising effect of Ginsberg's celebrity on interpretations of his poetry. While sympathetic readings and romantic portrayals are themselves reactions to the "hostility to Ginsberg" that prevails (Perloff 223), often they do not sprout the intellectual vigour and fresh perspectives that a hermeneutic of suspicion has the capacity to sow. Yet it is difficult to read confessional texts such as "Kaddish" suspiciously; they appear to expose themselves without need of a suspicious reader. Readers of "Kaddish" such as Breslin are seduced into sympathetic biographical-psychoanalytical interpretations due to the poem's purported confession of Ginsberg's autobiography. As John Osborne argues, "the canon of Beat literature has been falsely founded on biographical rather than literary criteria" (4). The result is that "we are for the immediate future obliged to adopt adversarial reading strategies if we are to avoid entrenching an already stale orthodoxy" (Osborne 4). Macfarlane obliges in her thesis; she succeeds in reading "Kaddish" suspiciously by resisting its self-inscribed psychoanalysis to expose the gender politics of Allen's exposés. While Allen's confession of his homosexuality suggests that "Kaddish" subverts a heterosexist model of masculinity, a suspicious reading of his exposure of Naomi's maternal transgressions suggests that the poem contributes to momism and perpetuates a sexist model of femininity. Even so, a suspicious reading of a text such as "Kaddish" "contains a tacit tribute to its object, an admission that it contains more than meets the eye" (Felski 230). Ginsberg's own prophetic words bespeak as much:The worst I fear, considering the shallowness of opinion, is that some of the poetry and prose may be taken too familiarly, […] and be given the same shallow treatment, this time sympathetic, as, until recently, they were given shallow unsympathy. That would be the very we of fame. (Ginsberg, Deliberate 252)ReferencesBarry, Peter. Beginning Theory: An Introduction to Literary and Cultural Theory. 2nd ed. Manchester: Manchester UP, 2002. Breslin, James. "The Origins of 'Howl' and 'Kaddish.'" On the Poetry of Allen Ginsberg. Ed. Lewis Hyde. Ann Arbor: U of Michigan P, 1984. 401–33.Edelman, Lee. "Tearooms and Sympathy, or, The Epistemology of the Water Closet." The Lesbian and Gay Studies Reader. Ed. Henry Abelove, Michèle Aina Barale, and David M. Halperin. New York: Routledge, 1993. 553–74.Felski, Rita. "Suspicious Minds." Poetics Today 32.2 (2011): 215–34. Ginsberg, Allen. Deliberate Prose: Selected Essays 1952-1995. Ed. Bill Morgan. London: Penguin, 2000.---. "Kaddish." Collected Poems 1947–1980. New York: Harper and Row, 1984. 209–27. ---. Spontaneous Mind: Selected Interviews 1958–1996. Ed. David Carter. New York: Harper Collins, 2001. Grace, Nancy M. "Seeking the Spirit of Beat: The Call for Interdisciplinary Scholarship." Rev. of Kerouac, the Word and the Way: Prose Artist as Spiritual Quester, by Ben Giamo, and The Bop Apocalypse: The Religious Visions of Kerouac, Ginsberg, and Burroughs, by John Lardas. Contemporary Literature 43.4 (2002): 811–21.Gregory, Elizabeth. "Confessing the Body: Plath, Sexton, Berryman, Lowell, Ginsberg and the Gendered Poetics of the 'Real.'" Modern Confessional Writing: New Critical Essays. Ed. Jo Gill. London: Routledge, 2006. 22–49. Hartman, Anne. "Confessional Counterpublics in Frank O'Hara and Allen Ginsberg." Journal of Modern Literature 28.4 (2005): 40–56. Howl. Dir. Rob Epstein and Jeffrey Friedman. Perf. James Franco. Oscilloscope Pictures, 2010.Macfarlane, Sarah. "Masculinity and the Politics of Gender Construction in Allen Ginsberg." MA thesis. Brown U, 1999.Nicol, Bran. "Reading Paranoia: Paranoia, Epistemophilia and the Postmodern Crisis of Interpretation." Literature and Psychology 45.1/2 (1999): 44–62.Osborne, John. "The Beats." A Companion to Twentieth Century Poetry. Blackwell Reference Online. Ed. Neil Roberts. 2003. 16 Oct. 2011 ‹http://www.blackwellreference.com/subscriber/uid=1205/tocnode?id=g9781405113618_chunk_g978140511361815&authstatuscode=202›.Perloff, Marjorie. "A Lion in Our Living Room: Reading Allen Ginsberg in the Eighties." Poetic License: Essays on Modernist and Postmodernist Lyric. Evanston: Northwestern UP, 1990. 199–230.Ricoeur, Paul. Freud and Philosophy: An Essay on Interpretation. Trans. Denis Savage. New Haven: Yale UP, 1970. Shapiro, Harvey. "Exalted Lament." Rev. of Kaddish and Other Poems 1958-1960, by Allen Ginsberg. On the Poetry of Allen Ginsberg. Ed. Lewis Hyde. Ann Arbor: U of Michigan P, 1984. 86–91. Shreiber, Maeera Y. "'You Still Haven't Finished with Your Mother': The Gendered Poetics of Charles Reznikoff and Allen Ginsberg." Singing in a Strange Land: A Jewish American Poetics. Stanford: Stanford UP, 2007. 46–97.Trigilio, Tony. "'Strange Prophecies Anew': Rethinking the Politics of Matter and Spirit in Ginsberg's Kaddish." American Literature 71.4 (1999): 773–95.

“Kenotic” preaching – a catalyst for liturgical revival within the present contextIn this article the urge towards a new liturgical approach is investigated from a systemic perspective. The interactive dynamics of the different liturgical elements cannot change if the dominant influence of preaching on liturgy as a whole is not taken into consideration. Within the framework of the theological tradition of the Reformation, preaching is considered as the liturgical core. In order to achieve maximum participation of the congregation, liturgical movements usually focus on the renewal of liturgical elements within worshipping, neglecting the decisive role of preaching. This research investigates the “kenotic” rhetorical approach of D J Lose (Confessing Jesus Christ: Preaching in a postmodern world) as a possible catalyst for liturgical revival.

Betta Kurumba is an indigenous (also known as Adivasi / tribal) community living in the Gudalur block of Nilgiris district, Tamil Nadu, India. This district is part of the Western Ghats mountain range that runs parallel to the Western Coast of India. It is an anthropological research on a hamlet, Koodamoola, located inside a tea and coffee plantation, the Golden Cloud Estate (pseudonym). Few years ago, the owner (under legal contestation) of this plantation attempted to enforce a ban on rearing of livestock arbitrarily. Betta Kurumbas did not agree to this enforcement since they are the ancient inhabitants of this forest (now, plantations) and they resisted. Ethnography, oral history, and in-depth interviews are the methods used to understand their everyday resistances. The field intricacies such as powerlessness, atrocities and litigations forced me to narrate their resistances through the voice of a goat (a metaphor) and I have incorporated both factual and fictional elements. I neither attempting here to exaggerate nor demean the community by this way of narration. In broader context, I have written this story from a postmodern perspective. This paper brings forth multiple facets of their realities, power nexus between capitalists and apparatuses of the State, differences between and within the indigenous communities, and resistances as negotiations.

The article is a contribution to the commemoration of the 2008 centenary celebration of the University of Pretoria. Its focus is on present-day theological trends. The article�s point of departure is the commendation of the philosopher Charles Taylor for being awarded with the Templeton Prize in 2007. With this prize the Templeton Foundation bestows �progress toward discoveries about spirituality�. The article links Charles Taylor�s idea of the postmodern spiritual tendency of �enchantment� as a closure of modernity�s exclusive humanism to Peter Berger�s reproach of civil religion. It pleads for a non-fundamentalist and non-populist post-secular spirituality which concurs with post-theism, a de-centring of the power of institutional religion and the enhancement of a biblical hermeneutics that does not emphasise a proposition-like and moral code-like reading strategy. The article is aimed at a spirituality of living faith in light of ancient biblical and confessional life stories.

This article discusses and analyzes the modern novel form, which went beyond the classical criteria. In particular, according to the works of such authors as T. Abdikov "Parasat Maidany", M.Magauin "Zharmak" and D.Amantay "Flowers and books", a genre modification of the modern novels is defined. As a result of the analysis of the works of contemporary writers, original tricks,and techniques for the transmission of modern reality by each author have been revealed. So, T.Abdikov resorts to a diary narrative,using for his artistic purposes it's "confessional", "reflective" function, which helps to reveal the character and creates the illusion of the authenticity and truthfulness of the depicted reality,and M.Magauin uses the paradigm of duality reflected in Western literature in the works of A. Camus, Z. Freud, C.-G. Jung. Thus, M.Magauin rises to the philosophical generalization of modern reality in the postmodern image. D. Amantay completely withdraws from the traditional forms of narration, tries to revealthe contradictory essence of modern reality.

Evangelicalism Challenged: A Critical Evaluation of the Epistemology of James K.A. Smith and Radical Orthodoxy The article analyses the implicit epistemology of James K.A. Smith in his book Who’s Afraid of Post-modernism? Taking Derrida, Lyotard and Foucault to Church (2006). The analysis concentrates on Smith’s interpretation of three French postmodern philosophers: J. Derrida, J.F. Lyotard and M. Foucault, but includes also a yearlong discussion between Smith and D.A. Carson, rendered in the book and in Carson’s books Becoming Conversant with the Emerging Church (2005) and Christ & Culture Revisited (2008). Carson defends the evangelical movement which today is criticized and challenged by several post-evangelical writers, among them Smith, who claims that faith is the sole bridge between reality and knowledge. He calls his view confessional realism. The aim is to present and constructively evaluate Smith’s epistemology and its relation to issues like rationality, truth, objectivity and reality. The theoretical basis for the assessment of Smith’s presentation of Radical Orthodoxy andits epistemology is what M. Stenmark calls “The everyday life epistemology upgraded” (Vardagslivets kunskapsteori uppgraderat (VKU). Stenmark argues that we may know the truth, but nobody own the truth. Based on VKU, the article critiques Smith’s epistemology and his theology of incarnation, as partly built on a local language game, partly on his intrabiblical understanding of reality, and partly for the risk of ending up in fideism. VKU is also the basis for a critical assessment of the epistemology ofevangelicalism and Carson’s arguments for the biblical “non-negotiables”. The article defends a critical realism which allows a view of revelation that the triune God is able to transcend the limitations of human sin and subjectivity, and that God the Creator is able to communicate his plan of salvation to rational men. Human rationality never replaces faith, but rationality is able to give good grounds for faith among people endorsing modernity or postmodernity.

In the television series Sex and the City, there is a scene which illustrates a familiar contempt for suburban life as dull and boring. Implicit is the oppositional view that urban life by comparison, is the more exciting one. Charlotte (one of four women whose sexual and romantic relationships are the focus of the series), has spent time with her in-laws in an upper middle class suburban enclave, and is confessing to her three girl friends her fantasies and ultimate sexual encounter with her in-law's hunk of a gardener. She's racked with guilt over the incident, not least because she is married to the sexually non-performing Trey. At this point in the conversation, Samantha, whose voracious appetite for men is her hallmark, dismisses Charlotte's concerns with the retort: 'well honey really, what's the point of living in the suburbs if you can't fuck the gardener?' Ergo, a life of suburban mediocrity deserves some kind of compensation, preferably an exciting sexual antidote. Samantha's remark draws on a wealth of discourses which reinforce the opposition between the city and the suburbs, and the city and the country, where the city is the crucible for adventure, opportunity and sometimes danger. For these New York women, it is precisely excitement and the possibility of sex and romance that holds them to the metropolis. The association of sexual opportunity for women and the metropolis is something of a departure from earlier narratives of the city. Gender and sexual identity - through discourse, narrative, image and metaphor are inscribed in spatial landscapes, with a rich source to be found in articulations of the city. Inscriptions are contingent on social, economic and cultural forces which shift over time and place, often defining and redefining utopian and dystopian visions. The rise of the great nineteenth century European cities, for instance provoked both utopian and dystopian discourse. Industrialization, overcrowding and poverty were issues which provided representations of the city as menacing and deleterious (as represented in the writing of Charles Dickens, Edgar Allen Poe), while the practice of the flaneur--a nineteenth century male who observed and chronicled the new cities of nineteenth century Europe--confirmed the metropolis as a storehouse of aesthetic and experiential delights. The contemporary zeitgeist is largely utopian, the postmodern city is desirable, uber-cool: sexy. Look at any advertising for inner city apartment living to confirm this. The city's erotic potential is characterized by one of the fundamental conditions of urban life: the close proximity in which we all live among strangers (see also Patton 1995). On a psychic, if not material level, this might provide opportunity for reinvention and renewal of self, for an individual freedom and expression denied to those living in smaller and closer communities. This is the attraction and romanticism of the city. The proximity of strangers gives urban life its erotic possibilities, the capacity for anonymity, that chance meetings with strangers, who we so often live and work among. Lawrence Knopp (1995) describes this aspect of city life as: a world of strangers, a particular life space with a logic and sexuality of its own. The city's sexuality is described as an eroticisation of many of the characteristic experiences of modern urban life: anonymity, voyeurism, exhibitionism, consumption, authority (and challenges to it), tactility, motion danger, power, navigation and restlessness. (151) I've been collecting metaphors of the city and these reveal the congruence between eros and the city. I have yet to find one that is masculine. For instance, journalist Harold Nicholson summing up three European cities used woman as metaphor: 'London is an old lady - Paris is a woman - But Berlin is a girl in a pullover, not much powder on her face' (Petro 1989, 21). Jean Baudrillard's description of Las Vegas as 'that great whore' is similarly feminized and sexualized, and metropolises like New York where aggressive advertisements are like 'wall to wall prostitution.' For Baudrillard, in New York, the plumes of smoke are reminiscent of 'girls wringing out their hair after bathing' (in Docker 1995, 106). Author and journalist John Birmingham described Sydney as 'a tart, loud and brash'. I should add to the list a straw poll of metaphors I conducted for Brisbane, my favourite being Brisbane as a 'middle aged woman in resort wear' (thanks to Maureen Burns for this contribution). But maybe, with the focus on urban development, she might be getting younger. For a (heterosexual) man the city can be alluring, dangerous and feminine. Eros, the city, femininity and danger all collide in the film noir genre, in films such as Roman Polanski's Chinatown, Lawrence Kasden's Body Heat, where beautiful femme fatales lead men astray, or further down the path of corruption. Woman as stranger is alluring and seductive for men, but for woman the chance encounter with a male stranger might signal caution and fear. For women, the dangers are clear: the threat of sexual danger, the chance encounter with a male whose intentions may not be benign. `Reclaim the Night' marches are testament to women's concerns about safety and access to public space, particularly at night. Although research shows that the overwhelming majority of assaults upon women occur in the home, by a person known to the woman, this sober fact does not prevent the cautionary strategies most women employ while out at night. Nor does it diminish the fear and limitations which are the reality of women's experience in public space, particularly at night. Historically, women's role in the public space of the city has been an ambivalent one. A number of analyses of women's role in the nineteenth century city identify the ways in which women in public space were managed and regulated by social and economic interests. Courted on the one hand as consumers for the new department stores and a burgeoning capitalist economy, women were also subject to strict codes of conduct, lest their virtue be in question. Judith Walkowitz in The City of Dreadful Delights examined the ways in which public discourse of danger in nineteenth century London, including the account of Jack the Ripper, as malevolent male stranger, function as a form of moral regulation for women in these newly created city spaces. Both Walkowitz and cultural historian Elizabeth Wilson argue that the metropolis of the nineteenth century, eroded the boundaries between private and public spheres and divisions of labour between men and women. A disquiet and concern over women entering these new public spaces manifested in a discourse of danger and morality, underpinned by the idea that women were at the mercy of their passions and required control and guidance. Perhaps unsurprisingly, Freud had something to say about this. He speculated that the condition of agoraphobia, the fear of open spaces, (which for Freud was an intrinsically female neurosis), was linked to a repressed inner desire to walk the streets, to be streetwalkers (Vidler 1993, 35). But times have changed: the contemporary postmodern city, is celebrated, promoted and regulated as one of diversity, inclusivity and liveablity. Access and amenity are the buzzwords of local and state government policy. In the postmodern city everyone ostensibly is made welcome and a plethora of infrastructure support different interests and lifestyles. Cafés culture has provided a social space for women in particular, previously denied wholesale access to that other Australian social space, the pub. Women's earning capacity means that many of their interests are represented culturally and socially and that they are more firmly inserted into the fabric of city life. Television series and sit-coms located in the city, where groups of friends sometimes live together; Friends, Seinfeld, Sex and the City reinforce the perception of city living as a place of opportunity and fun for younger women and men. Promotional literature is quick to exploit this image. A tourism brochure for the inner city Sydney (non!) suburb of Newtown, describes the attractions of the area: `some cities are cursed with suburbs, but Sydney's blessed with Newtown, a cosmopolitan neighbourhood.' As if Cabramatta, Fairfield or Parramatta, all outer suburban areas of Sydney, weren't cosmopolitan. A billboard in Brisbane's urban renewal area of Newstead, advertises apartment living as 'Urban living NOT suburban'. Drawing upon the rhetoric of opposition and expressing the familiar anti-suburban sentiment which for Australia, originated in the bohemian movement of the late nineteenth century (see also Kinnane 1998). This tradition probably reached its apotheosis with Barry Humphries in the 1960s whose comedic alter ego, Edna Everage signified everything that was despicable and mindless about suburbia. Edna's obsession with housing décor, cooking and recipes, social status and the minutiae of domesticity was portrayed with a venomous satire that depended upon a trivialization of traditional feminine competencies. Is there a connection between the anti- suburban tradition of cultural elites and the suburbs' close association with the domestic and feminine sphere of life? Patrick White in describing the mythical suburb of Sarsaparilla claimed it as 'a geographical hell ruled by female demons' (in Duruz 1994). American historian Lewis Mumford in his seminal work The City in History wrote that the suburbs are not 'merely a child centred environment: it is based on a childish view of the world which is sacrificed to the pleasure principle' (1961). Little wonder that today, younger women are fleeing the suburbs and flocking to the city, attracted by its possibility of adventure and eros. The other day I picked up my teenage daughter from her school to which she had returned after a five day camp in the bush. 'Aaaagh', she sighed with a sense of relief, as we approached our densely populated inner city suburb, 'buildings again… and not too many trees'. The following morning we were out in the lush and fecund Samford Valley, this time at her first soccer match for the season. As we drove further into the bush she yelled out, 'Oh no, not all these trees again!' Is this the response of a typical twenty- first century urban woman? References Docker, John. (1995) Postmodernism and Popular Culture: A cultural history. Cambridge, Cambridge University Press. Duruz, Jean. (1994) 'Romancing the Suburbs?' in Katherine Gibson and Sophie Watson (eds) Metropolis Now. Sydney, Pluto Press. Kinnane, Gary. (1998) 'Shopping at Last!:History, Fiction and the Anti-Suburban Tradition.' Australian Literary Studies: Writing the Everyday, Australian Literature and the Limits of Suburbia, 18. 4: 41-55. Knopp, Lawrence. (1995) 'Sexuality and Urban Space: a framework for analysis' in David Bell and Gill Valentine (eds) Mapping Desire. London, Routledge. Mumford, Lewis. (1961) The City in History, Its Origins, Its Transformations and Its Prospects. London, Penguin. Patton, Paul. (1995) 'Imaginary Cities' in Sophie Watson and Katherine Gibson (eds) Postmodern Cities and Spaces. Cambridge, Blackwell Publishers. Petro, Patrice (1989) Joyless Streets: Women and Melodramatic Representation in Weimer Germany. Princeton, Princeton University Press. Vidler, Anthony (1993) 'Bodies in Space/Subjects in the City: Psychopathologies of Modern Urbanism.' Differences: A Journal of Feminist Cultural Studies, 5.3: 31-51. Walkowitz, Judith. (1992) City of Dreadful Delight: Narratives of Sexual Danger in late Victorian London. Chicago, Chicago University Press. Watson, Sophie and Gibson, Katherine. (1995) Postmodern Cities and Spaces. Oxford, Basil Blackwell. Wilson, Elizabeth. (1991) The Sphinx in the City: Urban Life, The Control of Disorder and Women. London: Virago. Citation reference for this article MLA Style Felton, Emma. "The City" M/C: A Journal of Media and Culture 5.2 (2002). [your date of access] < http://www.media-culture.org.au/0205/eros.php>. Chicago Style Felton, Emma, "The City" M/C: A Journal of Media and Culture 5, no. 2 (2002), < http://www.media-culture.org.au/0205/eros.php> ([your date of access]). APA Style Felton, Emma. (2002) The City. M/C: A Journal of Media and Culture 5(2). < http://www.media-culture.org.au/0205/eros.php> ([your date of access]).

IntroductionSince its launch in 2005, YouTube has fast become one of the most popular video sharing sites, one of the largest sources of user generated content, and one of the most frequently visited sites globally (Burgess and Green). As YouTube’s popularity has increased, more and more people have taken up the site’s invitation to “Broadcast Yourself.” Vlogging (video blogging) on YouTube has increased in popularity, creating new genres and communities. Vlogging not only allows individuals to create their own mediated content for mass consumption—making it a site for participatory culture (Burgess and Green; Jenkins) and resembling contemporary forms of entertainment such as reality television—but it also allows individuals to engage in narrative and identity forming practices. Through filming their everyday lives, and presenting themselves on camera, YouTubers are engaging in a process of constructing and presenting their identity online. They often form communities around these identities and continue the practice in dialogue and collaboration with their communities of viewers on YouTube. Because of YouTube’s mass global reach, the ability to create one’s own mediated content and the ability to publicly play with and project different self representations becomes a powerful tool allowing YouTubers to publicly challenge social norms and encourage others to do the same. This paper will explore these features of YouTube using the recent “The Power of MAKEUP!” movement, started by NikkieTutorials, as an example. Through a virtual ethnography of the movement as developed by Christine Hine—following the people, dialogue, connections, and narratives that emerged from Nikkie’s original video—this paper will demonstrate that YouTube is not only a tool for self transformation, but has wider potential to transform norms in society. This is achieved mainly through mobilising communities that form around transformative practices, such as makeup transformations, on YouTube. Vlogging as an Identity Forming Practice Vlogging on YouTube is a contemporary form of autobiography in which individuals engage in a process of documenting their life on a daily or weekly basis and, in doing so, constructing their identity online. Although the aim of beauty vlogs is to teach new makeup techniques, demonstrate and review new products, or circulate beauty-related information, the videos include a large amount of self-disclosure. Beauty vloggers reveal intimate things about themselves and actively engage in the practice of self-representation while filming. Beauty vlogging is unique to other vlogging genres as it almost always involves an immediate transformation of the physical self in each video. The vloggers typically begin with their faces bare and “natural” and throughout the course of the video transform their faces into how they want to be seen, and ultimately, who they want to be that day, using makeup. Thus the process of self-representation is multi-dimensional as not only are they presenting the self, but they are also visually constructing the self on camera. The construction of identity that beauty vloggers engage in on YouTube can be likened to what Robert Ezra Park and later Erving Goffman refer to as the construction and performance of a mask. In his work Race and Culture, Park states that the original meaning of the word person is a mask (249). Goffman responds to this statement in his work The Presentation of Self in Everyday Life, saying the mask is “our truer self, the self we would like to be” (30). Beauty vloggers are engaging in the process of constructing their mask—their truer self and the self they would like to be—both through their performance on YouTube, and through the visual transformation that takes place on camera. Their performance on YouTube not only communicates a desired identity, but through their performance they realise this identity. The process of filming and the visual process of constructing or transforming the self on camera through makeup brings the subject into being. Scholarship in the fields of Life Writing and Digital Media including Autobiography, Automedia and Persona Studies has acknowledged and explored the ways narratives and identities—both online and offline—are constructed, created, shaped, chosen, and invented by the individual/author (Garner; Bridger; Eakin; Maguire; Poletti and Rak; Marshall; Smith and Watson). It is widely accepted that all representations of the self are constructed. Crucially, it is the process of documenting or communicating the self that is identity forming (Richardson; Bridger), as the process, including writing, filming, and posting, brings the subject or self into being (Neuman). The individual embodies their performance and realises the self through it. Park and Goffman argue that we all engage in this process of performing and realising the self through the roles we play in society. The significance of the beauty vlogger performance and transformation is the space in which it occurs and the community that it fosters. YouTube as a Transformative Tool and MirrorThe space in which beauty vloggers play with and transform the self on camera is significant as digital technologies such as YouTube invite exploration of the self. Networked digital media (Meikle and Young) invite multiplicity, heterogeneity, and fragmentation in/of identity performances (Bolter; Gergen; Turkle, "Parallel Lives"). These technologies create opportunities for defining and re-defining the self (Bolter 130), as they allow people to present a more multi-mediated self, using both audio-visual components and text (Papacharissi 643).YouTube, in particular, allows the individual to experiment with the self, and document an ongoing transformation, through film (Kavoori). Many scholars have described this ongoing process of identity construction online using the metaphor of “the mirror” (see Kavoori; Raun; and Procter as recent examples). In his research on trans gender vlogging on YouTube, Tobias Raun explores the theme of the mirror. He describes vlogging as a “transformative medium for working on, producing and exploring the self” (366). He argues the vlog acts as a mirror allowing the individual to try out and assume various identities (366). He writes, the mirroring function of the vlog “invites the YouTuber to assume the shape of a desired identity/representation, constantly assuming and evaluating oneself as an attractive image, trying out different ‘styles of the flesh’ (Butler 177), poses and appearances” (367). In reference to trans gender vlogging, Raun writes, “The vlog seems to serve an important function in the transitioning process, and is an important part of a process of self-invention, serving as a testing ground for experimentations with, and manifestations of (new) identities” (367). The mirror (vlog) gives the individual a place/space to construct and perform their mask (identity), and an opportunity to see the reflection and adjust the mask (identity) accordingly. An important feature of the vlog as a mirror is the fact that it is less like a conventional mirror and more like a window with a reflective surface. On YouTube the vlog always involves an audience, who not only watch the performance, but also respond to it. This is in keeping with Goffman’s assertion that there is always an audience involved in any performance of the self. On YouTube, Raun argues, “the need to represent oneself goes hand in hand with the need to connect and communicate” (Raun 369). Networked digital media such as YouTube are inherently social. They invite participation (Smith; Sauter)and community through community building functions such as the ability to like, subscribe, and comment. Michael Strangelove refers to YouTube as a social space, “as a domain of self-expression, community and public confession” (4). The audience and community are important in the process of identity construction and representation as they serve a crucial role in providing feedback and encouragement, legitimising the identity being presented. As Raun writes, the vlog is an opportunity “for seeing one’s own experiences and thoughts reflected in others” (366). Raun identifies that for the trans gender vloggers in his study, simply knowing there is an audience watching their vlogs is enough to affirm their identity. He writes the vlog can be both “an individual act of self validation and . . . a social act of recognition and encouragement” (368). However, in the case of beauty vlogging the audience do more than watch, they form communities embodying and projecting the performance in everyday life and thus collectively challenge social norms, as seen in the “The Power of MAKEUP!” movement. Exploring the “The Power of MAKEUP!” MovementOn 10 May 2015, Nikkie, a well-known beauty vlogger, uploaded a video to her YouTube channel NikkieTutorials titled “The Power of MAKEUP!” Nikkie’s video can be watched here. In her video Nikkie challenges “makeup shaming,” arguing that makeup is not only fun, but can “transform” you into who you want to be. Inspired by an episode of the reality television show RuPaul’s Drag Race, in which the competing drag queens transform half of their face into “glam” (drag), and leave the other half of their face bare (male), Nikkie demonstrates that anyone can use makeup as a transformative tool. In her video Nikkie mirrors the drag queen transformations, transforming half her face into “glam” and leaving the other half of her face bare, as shown in Figure 1. In only transforming half of her face, Nikkie emphasises the scope of the transformation, demonstrating just how much you can change your appearance using only makeup on your face. Nikkie’s video communicates that both a transformed “glam” image and an “unedited” image of the self are perfectly fine, “there are no rules” and neither representations of the self should bring you shame. Figure 1: thumbnail of Nikkie’s videoNikkie’s video started a movement and spread throughout the beauty community on YouTube as a challenge. Other famous beauty vloggers, and everyday makeup lovers, took on the challenge of creating YouTube videos or posting pictures on Instagram of their faces half bare and half transformed using makeup with the tag #thepowerofmakeupchallenge. Since its release in May 2015, Nikkie’s video has been watched over thirty million times, has been liked over five hundred and thirty thousand times, and has received over twenty three thousand comments, many of which echo Nikkie’s experience of “makeup shaming.” “The power of makeup” video went viral and was picked up not only by the online beauty community but also by mainstream media with articles by Huffington Post, Yahoo.com, Marie Claire, BuzzFeed, DailyLife, POPSUGAR, Enews, Urbanshowbiz, BoredPanda, and kickvick among others. On Instagram, thousands of everyday makeup lovers have recreated the transformation and uploaded their pictures of the finished result. Various hashtags have been created around this movement and can be searched on Instagram including #thepowerofmakeupchallenge, #powerofmakeupchallenge, #powerofmakeup. Nikkie’s Instagram page dedicated to the challenge can be seen here. “The power of makeup” video is a direct reaction against what Nikkie calls “makeup shaming”—the idea that makeup is bad, and the assumption that the leading motivation for using makeup is insecurity. In her video Nikkie also reacts to the idea that the made-up-girl is “not really you,” or worse is “fake.” In the introduction to her video Nikkie says,I’ve been noticing a lot lately that girls have been almost ashamed to say that they love makeup because nowadays when you say you love makeup you either do it because you want to look good for boys, you do it because you’re insecure, or you do it because you don’t love yourself. I feel like in a way lately it’s almost a crime to love doing your makeup. So after last weeks RuPaul’s Drag Race with the half drag half male, I was inspired to show you the power of makeup. I notice a lot that when I don’t wear makeup and I have my hair up in a bun and I meet people and I show them picture of my videos or, or whatever looks I have done, they look at me and straight up tell me “that is not you.” They tell me “that’s funny” because I don’t even look like that girl on the picture. So without any further ado I’m going to do half my face full on glam—I’m truly going to transform one side of my face—and the other side is going to be me, raw, unedited, nothing, me, just me. So let’s do it.In her introduction, Nikkie identifies a social attitude that many of her viewers can relate to, that the made-up face isn’t the “real you.” This idea reveals an interesting contradiction in social attitude. As this issue of Media/Culture highlights, the theme of transformation is increasingly popular in contemporary society. Renovation shows, weight loss shows, and “makeover” shows have increased in number and popularity around the world (Lewis). Tania Lewis attributes this to an international shift towards “the real” on television (447). Accompanying this turn towards “the real,” confession, intimacy, and authenticity are now demanded and consumed as entertainment (Goldthwaite; Dovey; King). Sites such as YouTube are arguably popular because they offer real stories, real lives, and have a core value of authenticity (Strangelove; Wesch; Young; Tolson). The power of makeup transformations are challenging because they juxtapose a transformation against the natural, on the self. By only transforming half their face, the beauty vloggers juxtapose the “makeover” (transformation) with “authenticity” (the natural). The power of makeup movement is therefore caught between two contemporary social values. However, the desire for authenticity, and the lack of acceptance that the transformed image is authentic seems to be the main criticism that the members of this movement receive. Beauty vloggers identify a strong social value that “natural” is “good” and any attempt to alter the natural is taboo. Even in the commercial world “natural beauty” is celebrated and features heavily in the marketing and advertising campaigns of popular beauty, cosmetic, and skincare brands. Consider Maybelline’s emphasis on “natural beauty” in their byline “Maybe she’s born with it. Maybe it’s Maybelline.” This is not the way the members of “the power of makeup” movement use and celebrate makeup. They use and celebrate makeup as a transformative and identity forming tool, and their use of makeup is most often criticised for not being natural. In her recreation of Nikkie’s video, Evelina Forsell says “people get upset when I’m not natural.” Like Nikkie, Evelina reveals she often receives the criticism that “the person with a full on face with makeup is not you.” Evelina’s video can be watched here.“The power of makeup” movement and its participants challenge this criticism that the made-up self is not the “real” self. Evelina directly responds to this criticism in her video, stating “when I have a full face of makeup . . . that’s still me, but a more . . . creative me, I guess.” The beauty vloggers in this movement use makeup and YouTube as extensions of the self, as tools for self-expression, self-realisation, and ongoing transformation. Beauty vloggers are demonstrating that makeup is a tool and extension of the self that allows them to explore and play with their self-representations. In the same way that technology enables the individual to extend and “reinvent him/herself online” (Papacharissi 645), so does makeup. And in the same way that technology becomes an extension of the self, or even a second self (Turkle, The Second Self; Vaast) so does makeup. Makeup is a tool and technique of the self. Vlogging is about storytelling (Kavoori), but it is also collective—it’s about telling collective stories (Raun 373) which can be seen in various vlogging genres. As Geert Lovink suggests, YouTube is one of the largest databases of global shared experience. YouTube’s global popularity can be attributed to Strangelove’s assertion that “there’s nothing more interesting to real people . . . than authentic stories told about other real people” (65). Individuals are drawn to Nikkie’s experience, seeing themselves reflected in her story. Famous beauty vloggers on YouTube, and everyday beauty lovers, find community in the collective experience of feeling shame for loving makeup and using makeup to transform and communicate their identity. Effectively, the movement forms communities of practice (Wenger) made up of hundreds of people brought together by the shared value and use of makeup as a transformative tool. The online spaces where these activities take place (mainly on YouTube and Instagram) form affinity spaces (Gee) where the community come together, share information, learn and develop their practice. Hundreds of YouTubers from all over the world took up Nikkie’s invitation to demonstrate the power of makeup by transforming themselves on camera. From well-established beauty vloggers with millions of viewers, to amateur beauty lovers with YouTube channels, many people felt moved by Nikkie’s example and embodied the message, adapting the transformation to suit their circumstances. The movement includes both men and women, children and adults. Some transformations are inspirational such as Shalom Blac’s in which she talks about accepting the scars that are all over her face, but also demonstrates how makeup can make them disappear. Shalom has almost five million views on her “POWER OF MAKEUP” video, and has been labelled “inspirational” by the media. Shalom Blac’s video can be watched here and the media article labelling her as “inspirational” can be viewed here. Others, such as PatrickStarrr, send a powerful message that “It’s okay to be yourself.” Unlike a traditional interpretation of that statement, Patrick is communicating that it is okay to be the self that you construct, on any given day. Patrick also has over four million views on his video which can be watched here. During her transformation, Nikkie points out each feature of her face that she does not like and demonstrates how she can change it using makeup. Nikkie’s video is primarily a tutorial, educating viewers on different makeup techniques that can manipulate the appearance of their natural features into how they would like them to appear. These techniques are also reproduced and embodied through the various contributors to the movement. Thus the tutorial is an educational tool enabling others to use makeup for their own self representations (see Paul A. Soukup for an overview of YouTube as an educational tool). A feminist perspective may deconstruct the empowering, educational intentions of Nikkie’s video, insisting that conceptions of beauty are a social construct (Travis, Meginnis, and Bardari) and should not be re-enforced by encouraging women (and men) to use make-up to feel good. However, this sort of discourse does not appear in the movement, and this paper seeks to analyse the movement as its contributors frame and present it. Rather, “the power of makeup” movement falls within a postfeminist framework celebrating choice, femininity, independence, and the individual construction of modern identity (McRobbie; Butler; Beck, Giddens and Lash). Postfeminism embraces postmodern notions of identity in which individuals are “called up to invent their own structures” (McRobbie 260). Through institutions such as education young women have “become more independent and able,” and “‘dis-embedded’ from communities where gender roles were fixed” (McRobbie 260). Angela McRobbie attributes this to the work of scholars such as Anthony Giddens and Ulrich Beck and their emphasis on individualisation and reflexive modernisation. These scholars take a Foucauldian approach to identity construction in the modern age, where the individual must choose their own structures “internally and individualistically” (260), engaging in an ongoing process of self-monitoring and self-improvement, and resulting in the current self-help culture (McRobbie). In addition to being an educational and constructive tool, Nikkie’s video is also an exercise in self-branding and self-promotion(see Marwick; Duffy and Hund; and van Nuenen for scholarship on self-branding). Through her ongoing presence on YouTube, presenting this video in conjunction with her other tutorials, Nikkie is establishing herself as a beauty vlogger/guru. Nikkie lists all of the products that she uses in her transformation below her video with links to where people can buy them. She also lists her social media accounts, ways that people can connect with her, and other videos that people might be interested in watching. There are also prompts to subscribe, both during her video and in the description bar below her video. Nikkie’s transformation is both an ongoing endeavour to create her image and public persona as a beauty vlogger, and a physical transformation on camera. There is also a third transformation that takes place because her vlog is in the public sphere and consequently mobilises a movement. The transformation is of the way people talk about and eventually perceive makeup. Nikkie’s video aims to end makeup shaming and promote makeup as an empowering tool. With each recreation of her video, with each Instagram photo featuring the transformation, and with each mainstream media article featuring the movement, #thepowerofmakeup movement community are transforming the image of the made-up girl—transforming the association of makeup with presenting an inauthentic identity—in society. ConclusionThe “The Power of MAKEUP!” movement, started by NikkieTutorials, demonstrates one way in which people are using YouTube as a transformative tool, and mirror, to document, construct, and present their identity online, using makeup. Through their online transformation the members of the movement not only engage in a process of constructing and presenting their identity, but they form communities who share a love of makeup and its transformative potential. By embodying Nikkie’s original message to rid makeup shaming and transform the self into a desired identity, the movement re-enforces the “made-up” image of the self as real and authentic, and challenges conceptions that the “made-up” image is “fake” and inauthentic. Ultimately, this case study explores YouTube as a site that allows individuals to play with, construct, and present their identity. YouTube is a tool with which, and a space in which, people can transform themselves, and in doing so create communities which can work together to publicly challenge social norms.References Beck, Ulrich, Anthony Giddens, and Scott Lash. Reflexive Modernization: Politics, Tradition and Aesthetics in the Modern Social Order. Cambridge, England: Polity Press in association with Blackwell Publishers, 1994. Bolter, Jay David. "Virtual Reality and the Redefinition of Self." Communication and Cyberspace: Social Interaction in an Electronic Environment. Eds. Ronald L. 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Contemporary approaches to agency and film authorship, such as performativity and “techniques of the self,” (Staiger, 2003) provide an explanation for the expression of agency within the always-already-existing structure of the text, yet fail to account for, firstly, how the individual determines which agential choices to make and, then, interacts with society with causality and efficacy (Staiger, 2003). Critical Realism, in particular Archer’s 2003 theory of the internal conversation (Structure), provides an alternative theoretical framework to postmodernism by acknowledging both the existence of orders of reality that impact upon the individual’s choices, and the effects of cultural and societal structures. I would suggest that postmodernism has restricted our understanding of human agency and how individual choice is determined within the highly structured creative industries. Although interplay between agency and structure applies to all creative collaborators, in this essay I will focus on the agency of the screenwriter as author (an overlooked aspect of film authorship), as Adaptation (Spike Jonze, 2002) provides an excellent illustration of the function of the internal conversation in the development of a screenplay. Adaptation, written by highly regarded contemporary screenwriter Charlie Kaufman, also presents an interesting comment on the role of the screenwriter within the Hollywood film industry, and foregrounds the notion of creative film authorship. The film can be considered a postmodern film, in its intertextuality, deconstruction of both the subject and the filmic structure, the parodic theme and the oppositional characterisation. Charlie Kaufman even becomes his own textual creation represented in the film, and many of the other characters in the film are based on actual people. However, the film also contains representations of reality, conflicting accounts of authorial intent, and a positioning of the subject and object that realises reflexive deliberation and human agency. Thematically, the film expresses a philosophical concern with individual human identity, and societal interaction and development. I would suggest that, although the film is usually considered a fine example of the postmodern film, from a Critical Realist perspective, it can be read as providing a critique of the “postmodern condition”, in particular the repetitive, formulaic mainstream Hollywood film. Archer argues that there must of necessity be both a separation of the individual from society or culture and an acknowledged mingling of self and society. Agency is dependent upon engagement with social and cultural structures, but this could not happen unless there were other (non-social) identifiable aspects to the individual (Structure, 7). According to Archer, natural reality consists of three orders: nature, which concerns physical well-being; practice, where performative achievement is necessary for work; and the social, where the individual’s main concern is in the achievement of self-worth (Structure, 138). The sense of self, or continuity of consciousness, constitutes the natural human and is universal. Therefore the individual, although a part of society, does not exist because of society, but because of reality. Without this continuing sense of self, an individual would not be able to “appropriate social expectations and … recognise what is expected of them” (“Realism”, 13). For society to function effectively, people must have a continuity of consciousness that transcends society. Human agency “originates in people themselves, from their own concerns, forged in the space between the self and reality as a whole” (“Realism”, 12). This is a liminal space—that is, an unstructured area of imagination—in which a screenwriter who wishes to create original acts of authoring operates. The internal conversation takes the form of a dialogue conducted with oneself, not with society, but about society. The individual conducts a conversation between their subjective self, which asks a question, and their objective self, which provides the answer. The person is speaking to themselves, but occupying transitory positions in order to process information, thoughts, and possible courses of action. It is a method for arriving at self-knowledge and decisions through the process of “discernment, deliberation and dedication” (Archer, Structure, 138). Through this internal process, individuals prioritise their concerns, and how they will accommodate those other necessary aspects of reality that may impinge on what they care about most. This process develops and changes as individuals mature, and as they are affected by all aspects of reality. The internal conversation provides a conciliatory approach to the interplay between the filmic culture industry and the individual screenwriter. The screenwriter as author can be seen to negotiate personal projects within the structural constraints and enablements of the film production process, and to enact agency through personal reflexive deliberation, choice and thematic style. How socially efficacious the resulting screenplay is depends upon the screenwriter’s authorship skills, the story’s cultural resonance, societal relevance, and the freedoms and impositions encountered within the filmic industry structure. Adaptation can be read as illustrative of this process. The film opens with an inner dialogue. “Kaufman” (the character, as opposed to Charlie Kaufman, the writer) is questioning, and answering, himself regarding his concerns. He considers his current situation, and his ability as a screenwriter, then deliberates on possible strategies for improving himself. This inner conversation continues throughout the film, both as voiceover, and as a dual characterisation, that of “Kaufman” in relation to his identical twin brother, Donald. Immediately we are given an insight into “Kaufman’s” mind. He is concerned with his health, his work practices and his self-worth. The three orders of reality are then presented as themes in the film. Nature is addressed through the subject of the book: orchids and their adaptability, and how this relates to human beings and their mutability. Practice is seen in “Kaufman’s” and Donald’s opposite approaches to writing a screenplay, the effects of the accepted industry format and expectations, and the eventual resolution of the film. Finally, society itself is questioned through the contrasting self-worth of the characters. “Kaufman” compares himself to: Orlean, as a competent writer; Laroche, as possessor of self-esteem and passion; and Donald, as carefree and socially adept. That the film encompasses all orders of reality reinforces Archer’s point that individuals must conceive of projects that “establish … satisfactory practices in the three orders … [as this process is] the inescapable condition for human beings to survive or thrive” (Structure, 138). “Kaufman” entertains the project of adapting a book into a screenplay when he meets with Valerie, an attractive executive producer. However, once he has entered into the project, he must negotiate the limitations and possibilities of the cultural structures of both the film industry and the book. “Kaufman” is considered for the adaptation because of his reputation as an unusual screenwriter. However, when he states that he wants to let the movie exist, and not turn it into a typical Hollywood product with car chases, turning the orchids into poppies, cramming in sex and guns, and characters learning profound life lessons, Valerie suggests that Orlean and Laroche could fall in love. Immediately “Kaufman’s” ideas are constrained. He is subjected to the hierarchical structure of the Hollywood film industry where the producer holds power. The screenwriter is an employee, contracted to do a job: that is, write a screenplay that can be made into a high-grossing film. As well, “Kaufman” has read the book and wishes to stay true to Orlean’s story. This poses another limitation, especially given that The Orchid Thief is a non-fiction book, a factual account of a rather unique individual (John Laroche) who came to Orlean’s attention when Laroche was charged with orchid poaching from a Florida state preserve. The book has no narrative structure, but digresses among Laroche’s story, Orlean’s personal reflections, the passion orchids inspire in enthusiasts, and the history of orchids and orchid hunters. However, once “Kaufman” has accepted the project, he must begin his process of deliberation and creation, and negotiate his strategy for completing the screenplay. If we take the fictional identical twin brother Donald to be “Kaufman’s” alter-ego, the two characters can be seen as separate facets of “Kaufman’s” negotiation of The Orchid Thief project, and their conversation reflects an internal dialogue of deliberation. By juxtaposing Donald and “Kaufman” as both the subjective (or speaking) self, and the objective (or answering) self, we can follow the internal dialogue that “Kaufman” conducts during the film. This highlights “Kaufman’s” concerns and possible choices regarding the project he has undertaken. He questions the task ahead of him and weighs the options available. The easy way forward would simply be to write a repetitive generic Hollywood film, and still get paid a lot of money. But “Kaufman” has ideals, and values his writing as a craft: as creating a literary work. In contrast, Donald finds it easy to write a screenplay by following the accepted cultural order, whereas “Kaufman” has personal (authorial) concerns that he wishes to express. “Kaufman’s” specific interests take precedence in his work and can be seen as other orders of reality impinging upon the social order. In order to understand the book he is adapting (and also to fulfill his own personal concerns as agential author) “Kaufman” must attempt to encompass the natural-order theme of the book, and the social-order expectations of the film industry. He has to decide which is more important. Initially, “Kaufman’s” preference is for the reality of the book, the actuality of how the world is, and this is where his interests as both a writer and an individual lie. This focus can be seen through the themes of Charlie Kaufman’s other screenplays. In his films, his main thematic concern—as he himself states—is “issues of self and why I’m me and not that other person” (cited in Kennedy). Charlie Kaufman delves deep into the notion of subjectivity, agency and human consciousness. However “Kaufman” (and, the implication is, in real life Charlie) is constrained by the cultural order of Hollywood which, although he tries to evade it, continually imposes limitations upon the completion of this screenplay. Donald is that side of “Kaufman” which keeps reminding him that, although he has freedom as a respected screenwriter, there are some aspects of writing for film that cannot be discounted. “Kaufman” and Donald are two sides of the same coin. They represent “Kaufman’s” inner dialogue and his internal conflict. The twin screenwriting characters personify his struggle to produce a screenplay that satisfies his ultimate personal convictions as a unique and creative writer (to remain true to the thematic concerns of the book) and the need to conform to the accepted Hollywood ideal of a high-budget feature film. The film can also be read as the actual writing of the screenplay unfolding on the screen. As “Kaufman” writes it, this is what we see visually. For the first two acts of the film, “Kaufman” succeeds in portraying his thematic concerns with the progress of life, and the necessity of change, and his involvement in the process of screenwriting. In this he stays true to Orlean’s book, even including digressive “chapters” where he not only introduces the real characters (that is, the story of the book), but also investigates the history of orchids and the concept of adaptability. “Kaufman” balances these thematic interests against each other through his own process of writing the screenplay. He also addresses issues that are of concern to him personally. He deliberates on these through the juxtaposition of his character “Kaufman” with those of Orlean and Laroche. He regards Orlean as the consummate writer, shown comfortably working in her office, in contrast to “Kaufman” hunched over an old typewriter perched on a chair. Laroche is a passionate individual who becomes engrossed in projects, but can then abandon them completely. “Kaufman” finds this difficult, as he is a screenwriter who, although passionate about his craft, cannot distance himself from his project. These oppositions are further reinforced through the character of Donald, who adopts a formulaic approach to writing his own film, to finishing his thriller-screenplay, while “Kaufman” is still struggling with his own adaptation. Once Donald has completed his film, he divests himself of all interest in it except for how much money he will receive. Donald also shows passion, not for his craft, but for women, whereas “Kaufman” finds it difficult to maintain a continuing relationship and resorts to fantasy and masturbation. “Kaufman” becomes so involved in the writing of the screenplay that Orlean becomes a part of his sexual fantasies, yet he cannot bring himself to meet her face to face. The opposition and comparison of these three characters, “Kaufman”-and-Donald (as one composite character), Orlean, and Laroche, is also reflected in Donald’s screenplay, The Three. Donald’s screenplay is about a cop, trying to find a serial killer’s latest victim; she becomes his Holy Grail. However, Donald’s three characters are, in fact, all the one character, who is suffering from multiple personality disorder. In Adaptation, “Kaufman” is questioning himself about aspects of his personality and providing the answers to those queries through other characters. As the search for perfection is Laroche’s Holy Grail, and passion is Orlean’s, for “Kaufman” it is the completion of the screenplay with integrity and aplomb. What “Kaufman” questions about the filmic reality of, and complications with, Donald’s screenplay are in fact included in “Kaufman’s” own screenplay that we see unfolding on the screen. The two screenplays are questioning and answering each other, and represent an internal conversation. Through these characterisations (and in particular the dialogic interactions with Donald), “Kaufman” is diagnosing his circumstances. By the end of the second act, “Kaufman” is coming to a realisation that it would have been much easier to write something else, anything else (including The Three), than attempting to complete the project he has started, and maintain his stance regarding the truth of the book, and the reality of life. In the third act, “Kaufman” accepts that he cannot complete his project and admits he needs help. However, he cannot simply cease working, as this would reflect on his other concerns: those of his own well-being and his work ethic, as well as his social standing as a Hollywood screenwriter. He is dedicated to completing the screenplay, but has to reassess his methods, and his options. His deliberations become more conventional, in keeping with the need to accommodate the constraints of the Hollywood cultural structure, and it is here that “Kaufman” must abandon his idealistic approach and allow Donald to take over. “Kaufman” cannot sustain his original concern of staying true to Orlean’s book and also maintaining the screenplay structure. He has to negotiate the limitations and consider new possibilities. According to Archer, “Once an agential project has activated a constraint or enablement, there is no single answer about what is to be done, and therefore no one predictable outcome” (Structure, 131). This is illustrated in the film, through the variant scenic possibilities “Kaufman” imagines and attempts to coalesce into his screenplay. However, he cannot bring the screenplay to an acceptable (and therefore, satisfactory) climax and resolution. “Kaufman” becomes like the serial killer in Donald’s script, who, because he is forcing his victim to eat herself, is also eating himself to death. In the same way, the film begins to consume and kill the characters one by one. “Kaufman” has a problem that he must overcome. He achieves this by making the third act a fiction of reality, and the characters into caricatures. The third act, “Kaufman’s” Japanese paper ball which, when dropped into water turns into a flower, is a metaphor, where the film turns back on itself. Instead of showing the reality of the book, the book becomes a fiction of the film. Donald takes over, and the climax of the film provides all the conventions of a typical Hollywood film: much more like Donald’s generic thriller than “Kaufman’s” initial premise. All “Kaufman’s” detested conventions are included: Orlean and Laroche fall in love, the Ghost Orchid is a potent psychedelic, there are guns, car chases, and death. “Kaufman” as protagonist learns a profound life lesson, and the deus ex machina is included, not once, but twice. An unsuspecting Ranger causes an horrific car accident and Laroche gets attacked by an alligator. Orobouros has been let loose. The characters have turned on themselves and are being deconstructed to death. Charlie Kaufman’s screenplay both encompasses the postmodern and rejects it. Through his writing skill, his unique plot conventions and his character development, he lays bare the contemporary conceptions of reality, filmic reality, and the influence of Hollywood production on both the audience and the screenwriter. He addresses the oppositional: the creative voice and the clichéd utterance; reality and fiction; disappointment and fulfillment; entrapment and freedom; and creates a new totality, a unique film that provides an alternative to the tired screenwriting paradigm. That he has managed to adapt a non-fiction book, insert real people as characters within the film, and write a critically acclaimed screenplay, shows both his skill and craft as a screenwriter and his efficacious agency. He has posited that there is an alternative to the conventional Hollywood film and that film can pose the “big” questions, about life, about what it means to be human and why things don’t change. Charlie Kaufman has taken the postmodern film, turned it inside out, and managed to not only expose the fiction, but embrace the reality. Adaptation provides a visual example of both the interplay between individual agency and socio-cultural structure and the screenwriter as author. For most of the film, “Kaufman” occupies a liminal space that—although existing in reality—is separate from society and the natural world. This, it could be said, is the “in-between space” of the practice of the screenwriter. It is a creative area of communitas (in the case of the screenwriter, as singular, rather than as a group); an unstructured equality that exists between boundaries, and where meaning is found in the imagination of a writer. In this liminal space, the author lives in a world of images and words, of personal concerns and the desire to share stories, but is always mindful of the restricted, accepted, mainstream film structure. The screenwriter’s liminal space is both expressively free and creatively constricted. Yet, because of this, the screenwriter provides an excellent example of the role of the internal conversation in the mediation of agency within cultural and societal structures. A discussion of agency and authorship is not simply a matter of repetitive cultural discourses, or existing social structures, but an incorporation of all orders of reality. It is through the formulation of specific projects that agents interact with social and structural power. Adaptation presents the Critical Realist concept that human beings and society are continually changing and developing, and neither agents, nor structure, can restrict the other completely. The creative agent absorbs current shifts in culture and society, reflects topical concerns, and envisages and expresses alternative ideas, even those opposed to postmodernism. Authorial agency, and indeed all individual human agency, is an ongoing process of adapting, however, as Mahatma Ghandi stated, “Adaptability is not imitation. It means power of resistance and assimilation”. References Archer, Margaret S. “Realism and the Problem of Agency.” Journal of Critical Realism 5.1 (2002). 28 Aug. 2005 http://journalofcriticalrealism.org/archive/JCRv5n1_archer11.pdf>. ———. Structure, Agency and the Internal Conversation. Cambridge: Cambridge UP, 2003. Kaufman, Charlie and Kaufman, Donald. Adaptation 2000. 14 May 2005 http://www.beingcharliekaufman.com/adaptationnov2000.pdf>. Kennedy, L. “Charlie Kaufman: Confessions of an Original ‘Mind’”. Denver Post 26 Mar. 2004. Staiger, Janet. “Authorship Approaches.” In Authorship and Film. Eds David Gerstner and Janet Staiger. New York: Routledge, 2003. 27-59. Citation reference for this article MLA Style McMerrin, Michelle. "Agency in Adaptation." M/C Journal 10.2 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0705/03-mcmerrin.php>. APA Style McMerrin, M. (May 2007) "Agency in Adaptation," M/C Journal, 10(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0705/03-mcmerrin.php>.

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

Halfway through the 2006 memoir comic Fun Home, the reader encounters a photograph that the book’s author, Alison Bechdel, found in a box of family snapshots shortly after her father’s death. The picture—“literally the core of the book, the centrefold” (Bechdel qtd. in Chute “Interview” 1006)—of Alison’s teenaged babysitter, Roy, erotically reclining on a bed in only his underwear, is the most tangible and direct evidence of her father’s sexual affairs with teenage boys, more confronting than his own earlier confession. Through this image, and a rich archive of familial texts, Bechdel chronicles her father’s thwarted desires and ambitions, probable suicide, and her own sexual and artistic coming of age.Bruce Bechdel, a married school teacher and part-time funeral director, was also an avid amateur historical restorer and connoisseur of modernist literature. Shortly after Alison came out to her parents at nineteen, Bruce was hit by a truck in what his daughter believes was an act of suicide. In Fun Home, Bechdel reads her family history suspiciously, plumbing family snapshots, letters, and favoured novels, interpreting against the grain, to trace her queer genealogy. Ultimately, she inverts this suspicious and interrogative reading, using the evidence she has gathered in order to read her father’s sexuality positively and embrace her queer and artistic inheritance from him. In The New York Times Magazine, in 2004, Charles McGrath made the suggestion that comics were “the new literary form” (24). Although comics have not yet reached widespread mainstream acceptance as a medium of merit, the burgeoning field of comics scholarship over the last fifteen years, the 2007 adaptation of Marjane Satrapi’s Persepolis into a feature film, and the addition of comics to the Best American series all testify to the widening popularity and status of the form. Memoir comics have established themselves, as Hillary Chute notes, as “the dominant mode of contemporary work” (Graphic 17). Many of these autobiographical works, including Fun Home, recount traumatic histories, employing the medium’s unique capacity to evoke the fractured and repetitive experience of the traumatised through panel structure and use of images. Comics articulate “what wasn’t permitted to be said or imagined, defying the ordinary processes of thought” (Said qtd. in Whitlock 967). The hand-drawn nature of comics emphasises the subjectivity of perception and memory, making it a particularly powerful medium for personal histories. The clear mediation of a history by the artist’s hand complicates truth claims. Comics open up avenues for both suspicious and restorative readings because their form suggests that history is always constructed and therefore not able to be confirmed as “ultimately truthful,” but also that there is no ultimate truth to be unveiled. No narrative is unmediated; a timeline is not more “pure” than a fleshed out narrative text. All narratives exclude information in order to craft a comprehensible series of events. Bechdel’s role as a suspicious reader of her father and of her own history resonates through her role as a historian and her interrogation of the ethical concerns of referential writing.Eve Kosofsky Sedgwick’s Touching Feeling: Affect, Pedagogy, Performativity critiques the hermeneutics of suspicion from a queer theory perspective, instead advocating reparative reading as a critical strategy. The hermeneutics of suspicion describes “the well-oiled machine of ideology critique” that has become the primary mode of critical reading over the last thirty or so years, suspiciously interpreting texts to uncover their hidden ideological biases (Felski, Uses 1). Reparative reading, on the other hand, moves away from this paranoid mode, instead valuing pleasure and “positive affects like joy and excitement” (Vincent). Sedgwick does not wholly reject suspicious reading, suggesting that it “represent[s] a way, among other ways, of seeking, finding, and organizing knowledge. Paranoia knows some things well and others poorly” (Touching 129). Felski, paraphrasing Ricoeur, notes that the hermeneutics of suspicion “adopts an adversarial sensibility to probe for concealed, repressed, or disavowed meanings” (“Suspicious” 216). In this fashion, Bechdel employs suspicious strategies to reveal her father’s hidden desires and transgressions that were obscured in the standard version of her family narrative, but ultimately moves away from such techniques to joyfully embrace her inheritance from him. Sedgwick notes that paranoid readings may only reveal that which is already known:While there is plenty of hidden violence that requires exposure there is also, and increasingly, an ethos where forms of violence that are hypervisible from the start may be offered as an exemplary spectacle rather than remain to be unveiled as a scandalous secret. (Touching 139)This is contrary to suspicious reading’s assumption that violence is culturally shunned, hidden, and in need of “unveiling” in contemporary Western culture. It would be too obvious for Bechdel to condemn her father: gay men have been unfairly misrepresented in the American popular imagination for decades, if not longer. Through her reparative reading of him, she rejects this single-minded reduction of people to one negative type. She accepts both her father’s weaknesses and her debts to him. A reading which only sought to publicise Bruce’s homosexual affairs would lack the great depth that Bechdel finds in the slippage between her father’s identity and her own.Bechdel’s embrace of Bruce’s failings as a father, a husband, and an artist, her revisioning of his death as a positive, creative act full of agency, and her characterisation of him as a supportive forerunner, “there to catch [Alison] as [she] leapt,” (Bechdel 232) moves his story away from archetypal narratives of homosexual tragedy. Bechdel’s memoir ends with (and enacts through its virtuoso execution) her own success, and the support of those who came before her. This move mirrors Joseph Litvak’s suggestion that “the importance of ‘mistakes’ in queer reading and writing […] has a lot to do with loosening the traumatic, inevitable-seeming connection between mistakes and humiliation […] Doesn’t reading queer mean learning, among other things, that mistakes can be good rather than bad surprises?” (Sedgwick Touching 146–7).Fun Home is saturated with intertextual references and archival materials that attempt to piece together the memoir’s fractured and hidden histories. The construction of this personal history works by including familial and historical records to register the trauma of the Bechdels’ personal tragedy. The archival texts are meticulously hand-drawn, their time-worn and ragged physicality maintained to emphasise the referentiality of these documents. Bechdel’s use of realistically drawn family photographs, complete with photo corners, suggests a family photograph album, although rather than establishing a censored and idealistic narrative, as most family albums do, the photographs are read and reproduced for their suppressed and destabilising content. Bechdel describes them as “particularly mythic” (Chute “Interview” 1009), and she plunders this symbolic richness to rewrite her family history. The archival documents function as primary texts, which stand in opposition to the deadly secrecy of her childhood home: they are concrete and evidentiary. Bechdel reads her father’s letters and photographs (and their gothic revival house) for sexual and artistic evidence, “read[ing] the text against the grain in order to draw out what it refuses to own up to” (Felski “Suspicious” 23). She interprets his letters’ baroque lyrical flourishes as indications both of his semi-repressed homosexuality and of the artistic sensibility that she would inherit and refine.Suspicion of the entire historical project marks the memoir. Philippe Lejeune describes the “Autobiographical Pact” as “a contract of identity that is sealed by the proper name” of the author (19). Bechdel does not challenge this pact fundamentally—the authoritative narrative voice of her book structures it to be read as historically truthful—but she does challenge and complicate the apparent simplicity of this referential model. Bechdel’s discussion of the referential failings of her childhood diary making—“the troubled gap between word and meaning”—casts a suspicious eye over the rest of the memoir’s historical project (Bechdel 143). She asks how language can adequately articulate experience or refer to the external world in an environment defined by secrets and silence. At the time of her childhood, it cannot—the claim to full disclosure that the memoir ultimately makes is predicated on distance and time. Bechdel simultaneously makes a claim for the historical veracity of her narrative and destabilises our assumptions around the idea of factual and retrospective truth:When I was ten, I was obsessed with making sure my diary entries bore no false witness. But as I aged, hard facts gave way to vagaries of emotion and opinion. False humility, overwrought penmanship, and self-disgust began to cloud my testimony […] until […] the truth is barely perceptible behind a hedge of qualifiers, encryption, and stray punctuation. (Bechdel 169)That which is “unrepresentable” is simultaneously represented and denied. The comics medium itself, with its simultaneous graphic and textual representation, suggests the unreliability of any one means of representation. Of Bechdel’s diaries, Jared Gardner notes, “what develops over the course of her diary […] is an increasing sense that text and image are each alone inadequate to the task, and that some merger of the two is required to tell the story of the truth, and the truth of the story” (“Archives” 3).As the boyishly dressed Alison urges her father, applying scare-quoted “bronzer,” to hurry up, Bechdel narrates, “my father began to seem morally suspect to me long before I knew that he actually had a dark secret” (16). Alison is presented as her father’s binary opposite, “butch to his nelly. Utilitarian to his aesthete,” (15) and, as a teenager, frames his love of art and extravagance as debauched. This clear distinction soon becomes blurred, as Alison and Bruce’s similarities begin to overwhelm their differences. The huge drawn hand shown holding the photograph of Roy, in the memoir’s “centrefold,” more than twice life-size, reproduces the reader’s hand holding the book. We are placed in Bechdel’s, and by extension her father’s, role, as the illicit and transgressive voyeurs of the erotic spectacle of Roy’s body, and as the possessors and consumers of hidden, troubling texts. At this point, Bechdel begins to take her queer reading of this family archive and use it to establish a strong connection between her initially unsympathetic father and herself. Despite his neglect of his children, and his self-involvement, Bechdel claims him as her spiritual and creative father, as well as her biological one. This reparative embrace moves Bruce from the role of criticised outsider in Alison’s world to one of queer predecessor. Bechdel figures herself and her father as doubled aesthetic and erotic observers and appreciators. Ann Cvetkovich suggests that “mimicking her father as witness to the image, Alison is brought closer to him only at the risk of replicating his illicit sexual desires” (118). For Alison, consuming her father’s texts connects her with him in a positive yet troubling way: “My father’s end was my beginning. Or more precisely, […] the end of his lie coincided with the beginning of my truth” (Bechdel 116–17). The final panel of the same chapter depicts Alison’s hands holding drawn photos of herself at twenty-one and Bruce at twenty-two. The snapshots overlap, and Bechdel lists the similarities between the photographs, concluding, “it’s about as close as a translation can get” (120). Through the “vast network of transversals” (102) that is their life together, Alison and Bruce are, paradoxically, twinned “inversions of one another” (98). Sedgwick suggests that “inversion models […] locate gay people—whether biologically or culturally—at the threshold between genders” (Epistemology 88). Bechdel’s focus on Proust’s “antiquated clinical term” both neatly fits her thematic expression of Alison and Bruce’s relationship as doubles (“Not only were we inverts. We were inversions of one another”) and situates them in a space of possibility and liminality (97-98).Bechdel rejects a wholly suspicious approach by maintaining and embracing the aporia in her and her father’s story, an essential element of memory. According to Chute, Fun Home shows “that the form of comics crucially retains the insolvable gaps of family history” (Graphic 175). Rejecting suspicion involves embracing ambiguity and unresolvability. It concedes that there is no one authentic truth to be neatly revealed and resolved. Fun Home’s “spatial and semantic gaps […] express a critical unknowability or undecidability” (Chute Graphic 182). Bechdel allows the gaps in her narrative to remain, refusing to “pretend to know” Bruce’s “erotic truth” (230), an act to which suspicious reading is diametrically opposed. Suspicious reading wishes to close all gaps, to articulate silences and literalise mysteries, and Bechdel’s narrative progressively moves away from this mode. The medium of comics uses words and images together, simultaneously separate and united. Similarly, Alison and Bruce are presented as opposites: butch/sissy, artist/dilettante. Yet the memoir’s conclusion presents Alison and Bruce in a loving, reciprocal relationship. The final page of the book has two frames: one of Bruce’s perspective in the moment before his death, and one showing him contentedly playing with a young Alison in a swimming pool—death contrasted with life. The gaps in the narrative are not closed but embraced. Bechdel’s “tricky reverse narration” (232) suggests a complex mode of reading that allows both Bechdel and the reader to perceive Bruce as a positive forebear. Comics as a medium pay particular visual attention to absence and silence. The gutter, the space between panels, functions in a way that is not quite paralleled by silence in speech and music, and spaces and line breaks in text—after all, there are still blank spaces between words and elements of the image within the comics panel. The gutter is the space where closure occurs, allowing readers to infer causality and often the passing of time (McCloud 5). The gutters in this book echo the many gaps in knowledge and presence that mark the narrative. Fun Home is impelled by absence on a practical level: the absence of the dead parent, the absence of a past that was unspoken of and yet informed every element of Alison’s childhood.Bechdel’s hyper-literate narration steers the reader through the memoir and acknowledges its own aporia. Fun Home “does not seek to preserve the past as it was, as its archival obsession might suggest, but rather to circulate ideas about the past with gaps fully intact” (Chute Graphic 180). Bechdel, while making her own interpretation of her father’s death clear, does not insist on her reading. While Bruce attempted to restore his home into a perfect, hermetically sealed simulacrum of nineteenth-century domestic glamour, Bechdel creates a postmodern text that slips easily between a multiplicity of time periods, opening up the absences, failures, and humiliations of her story. Chute argues:Bruce Bechdel wants the past to be whole; Alison Bechdel makes it free-floating […] She animates the past in a book that is […] a counterarchitecture to the stifling, shame-filled house in which she grew up: she animates and releases its histories, circulating them and giving them life even when they devolve on death. (Graphic 216)Bechdel employs a literary process of detection in the revelation of both of their sexualities. Her archive is constructed like an evidence file; through layered tableaux of letters, novels and photographs, we see how Bruce’s obsessive love of avant-garde literature functions as an emblem of his hidden desire; Alison discovers her sexuality through the memoirs of Colette and the seminal gay pride manifestos of the late 1970s. Watson suggests that the “panels, gutters, and page, as bounded and delimited visual space, allow texturing of the two-dimensional image through collage, counterpoint, the superimposition of multiple media, and self-referential gestures […] Bechdel's rich exploitation of visual possibilities places Fun Home at an autobiographical interface where disparate modes of self-inscription intersect and comment upon one another” (32).Alison’s role as a literary and literal detective of concealed sexualities and of texts is particularly evident in the scene when she realises that she is gay. Wearing a plaid trench coat with the collar turned up like a private eye, she stands in the campus bookshop reading a copy of Word is Out, with a shadowy figure in the background (one whose silhouette resembles her father’s teenaged lover, Roy), and a speech bubble with a single exclamation mark articulating her realisation. While “the classic detective novel […] depends on […] a double plot, telling the story of a crime via the story of its investigation” (Felski “Suspicious” 225), Fun Home tells the story of Alison’s coming out and genesis as an artist through the story of her father’s brief life and thwarted desires. On the memoir’s final page, revisioning the artifactual photograph that begins her final chapter, Bechdel reclaims her father from what a cool reading of the historical record (adultery with adolescents, verbally abusive, emotionally distant) might encourage readers to superficially assume. Cvetkovich articulates the way Fun Home uses:Ordinary experience as an opening onto revisionist histories that avoid the emotional simplifications that can sometimes accompany representations of even the most unassimilable historical traumas […] Bechdel refuses easy distinctions between heroes and perpetrators, but doing so via a figure who represents a highly stigmatised sexuality is a bold move. (125)Rejecting paranoid strategies, Bechdel is less interested in classification and condemnation of her father than she is in her own tangled relation to him. She adopts a reparative strategy by focusing on the strands of joy and identification in her history with her father, rather than simply making a paranoid attack on his character.She occludes the negative possibilities and connotations of her father’s story to end on a largely positive note: “But in the tricky reverse narration that impels our entwined stories, he was there to catch me when I leapt” (232). In the final moment of her text Bechdel moves away from the memoir’s earlier destabilising actions, which forced the reader to regard Bruce with suspicion, as the keeper of destructive secrets and as a menacing presence in the Bechdels’ family life. The final image is of complete trust and support. His death is rendered not as chaotic and violent as it historically was, but calm, controlled, beneficent. Bechdel has commented, “I think it’s part of my father’s brilliance, the fact that his death was so ambiguous […] The idea that he could pull that off. That it was his last great wheeze. I want to believe that he went out triumphantly” (qtd. in Burkeman). The revisioning of Bruce’s death as a suicide and the reverse narration which establishes the accomplished artist and writer Bechdel’s creative and literary debt to him function as a redemption.Bechdel queers her suspicious reading of her family history in order to reparatively reclaim her father’s historical and personal connection with herself. The narrative testifies to Bruce’s failings as a father and husband, and confesses to Alison’s own complicity in her father’s transgressive desires and artistic interest, and to her inability to represent the past authoritatively and with complete accuracy. Bechdel both engages in and ultimately rejects a suspicious interpretation of her family and personal history. As Gardner notes, “only by allowing the past to bleed into history, fact to bleed into fiction, image into text, might we begin to allow our own pain to bleed into the other, and more urgently, the pain of the other to bleed into ourselves” (“Autobiography’s” 23). Suspicion itself is queered in the reparative revisioning of Bruce’s life and death, and in the “tricky reverse narration” (232) of the künstlerroman’s joyful conclusion.ReferencesBechdel, Alison. Fun Home: A Family Tragicomic. New York: Mariner Books, 2007. Burkeman, Oliver. “A life stripped bare.” The Guardian 16 Oct. 2006: G2 16.Cvetkovich, Ann. “Drawing the Archive in Alison Bechdel’s Fun Home.” Women’s Studies Quarterly 36.1/2 (2008): 111–29. Chute, Hillary L. Graphic Women: Life Narrative and Contemporary Comics. New York: Columbia UP, 2010. ---. “Interview with Alison Bechdel.” MFS Modern Fiction Studies 52.4 (2006): 1004–13. Felski, Rita. Uses of Literature. Malden: Blackwell Publishing, 2008.---. “Suspicious Minds.” Poetics Today 32:3 (2011): 215–34. Gardner, Jared. “Archives, Collectors, and the New Media Work of Comics.” MFS Modern Fiction Studies 52.4 (2006): 787–806. ---. “Autobiography’s Biography 1972-2007.” Biography 31.1 (2008): 1–26. Lejeune, Philippe. On Autobiography. Ed. Paul John Eakin. Trans. Katherine Leary. Minneapolis: University of Minnesota Press, 1989. McCloud, Scott. Understanding Comics: The Invisible Art. New York: HarperPerennial, 1994. McGrath, Charles. “Not Funnies.” New York Times Magazine 11 Jul. 2004: 24–56. Sedgwick, Eve Kosofsky. Epistemology of the Closet. Berkeley: University of California Press, 2008. ---. Touching Feeling. Durham : Duke University Press, 2003. Vincent, J. Keith. “Affect and Reparative Reading.” Honoring Eve. Ed. J. Keith Vincent. Affect and Reparative Reading. Boston University College of Arts and Sciences. October 31 2009. 25 May 2011. ‹http://www.bu.edu/honoringeve/panels/affect-and-reparative-reading/?›.Watson, Julia. “Autographic disclosures and genealogies of desire in Alison Bechdel’s Fun Home.” Biography 31.1 (2008): 27–59. Whitlock, Gillian. “Autographics: The Seeing “I” of the Comics.” Modern Fiction Studies 52.4 (2006): 965–79.

IntroductionIn 2016, the online cause #Mission22 went viral on social media. Established to raise awareness about high suicide rates among US military veterans, the campaign involves users posting a video of themselves doing 22 push-ups for 22 days, and on some platforms, to donate and recruit others to do the same. Based on a ‘big data’ analysis of Twitter data (over 225,883 unique tweets) during the height of the campaign, this article uses #Mission22 as a site in which to analyse how people depict, self-represent and self-tell as moral subjects using social media campaigns. In addition to spotlighting how such movements are mobilised to portray moral selves in particular ways, the analysis focuses on how a specific online cause like #Mission22 becomes popularly supported from a plethora of possible causes and how this selection and support is shaped by online networks. We speculate that part of the reason why Mission22 went ‘viral’ in the highly competitive attention economies of social media environments was related to visual depictions of affective bodily, fitness and moral practices.Web 2.0 Culture: Self and Mass DepictionWeb 2.0 culture such as social networking sites (eg., Facebook; Instagram), the advent of video sharing technologies (eg., YouTube) and more recently, micro-blogging services like Twitter have created new and transformative spaces to create, depict and display identity. Web 2.0 is primarily defined by user-generated content and interaction, whereby users are positioned as both consumer and producers, or ‘produsers’ of Web content (Bruns and Schmidt). Challenging traditional “broadcast” media models, Web 2.0 gives users a platform to produce their own content and for “the many” to communicate “with the many” (Castells). The growth of mass self communication, supported by broadband and wireless technologies, gives unprecedented power to individuals and groups to depict and represent their identities and relationships to a potential global audience.The rise of user-generated communication technologies dovetails with broader analyses of the changing contours of self and identity in late-modern times. Individuals in the early decades of the 21st century must take charge for how they depict, portray and self-tell as distinctive, unique and individual subjects (Beck and Beck-Gernsheim; Giddens; Bauman). As contemporary lives become less bound to the strictures of tradition, community and religion, the self becomes a project to be worked out and developed. These theorists suggest that via processes of individualisation, detraditionalisation and globalisation, contemporary subjects have become disconnected from the traditional coordinates of community and are thus faced with the imperative of self-construction and reinvention (Elliott and Lemert).More recently, theoretical and empirical work has attempted to interpret and evaluate how networks of mass self-depiction powered by new digital and wireless technologies are reshaping identity practices. For some theorists, like Bauman (Consuming 2) and Turkle, Web 2.0 is a worrying trend. Bauman suggests in the “confessional society” – think reality TV, talk shows, social media – people are compelled to curate and reflect upon their lives in the public realm. These public acts of self-depiction are part of a move to treating the self as a brand to be consumed, “as products capable of drawing attention, and attracting demands and customers” (Bauman and Lyon 33). The consumer quality of new communications sees connections replace relationships as social bonds become short-term and brittle. Turkle makes a similar argument, suggesting that our preoccupation with online curation centres on controlling our identities and depicting “perfect” versions of ourselves. The result is diminished forms of intimacy and connection; we preach authenticity and realness but practice self-curation and self-stylisation.A more positive body of literature has examined how Web technologies work as tools for the formation of self. This literature is based on more close-up and detailed readings of particular platforms and practices rather than relying on sweeping claims about technology and social change. Following Foucault, Bakardjieva & Gaden argue that personal blogs and social networking site (SNS) profiles constitute a contemporary technology of the self, whereby users employ Web 2.0 technologies in everyday life as practices of self care and self-formation. In a similar way, Sauter argues that SNSs, and in particular Facebook, are tools for self-formation through the way in which status updates provide a contemporary form of self-writing. Eschewing the notion of social media activity as narcissistic or self-obsessive, Sauter argues that SNSs are a techno-social practice of self-writing that facilitate individuals to “form relations to self and others by exposing themselves to others and obtaining their feedback” (Sauter 836). Other research has explored young people’s sustained use of social media, particularly Facebook, and how these sites are used to tell and archive “growing up” narratives and key rites of passage (Robards and Lincoln).One area of research that has been overlooked is how people use social media to construct and depict moral identity. Following Sauter’s arguments about the self work that occurs through networked self-writing, we can extend this to include the ethical self work performed and produced through online depictions. One exception is work by Hookway which analyses how people use blogs – an earlier Web 2.0 form – to write and self-examine their moral experiences. This research shows how bloggers use blogging as a form of online self-writing to construct a do-it-yourself form of morality that emphasises the self, emotions, body and ideals of authenticity. Hookway highlights the idea that morality is less about obedience to a code of rules or following external laws to becoming a particular moral person through a set of self-practices. Paralleling broader shifts in identity construction, people are no longer bound to the inherited guidelines of the past, morality becomes a project to be worked out, designed and depicted in relation to Others (Hookway).In Foucault’s terms, morality involves a process of ethical self-stylisation – an “aesthetics of existence” – based on “the ethical work of the self on the self” (Foucault 91). “Care of the self” involves a “set of occupations” or “labours” that connect and link the self to the Other through guidance, counselling and communication (Foucault 50). For Foucault, self-creation and self-care imply “care for others” as individuals perform a mutual concern with achieving an “art of existence”. This is a reciprocated ethics that obligates the individual to care for others in order to help them care for themselves.This stylisation of the ethical self has been drastically reshaped by the new opportunities for self-expression, belonging and communication offered in our digitally networked society. Digital worlds and spaces create new multi-media modes for individuals and groups to depict, perform and communicate particular moral identities and positions. Web 2.0 technologies are seeing the boundaries between the private and public sphere collapse as more people are willing to share the most intimate part of their moral lives with a diverse mix of strangers, friends, family and associates.The confessional quality of online spaces provide a unique opportunity to analyse “lay morality” or everyday moral understandings, constructions and depictions and how this is co-produced in relation to new technological affordances. Following Sayer (951), morality is defined as “how people should treat others and be treated by them, which of course is crucial for their subjective and objective well-being”. Morality is understood as a relational and evaluative practice that involves being responsive to how people are faring and whether they are suffering or flourishing.In this article, we use the #Mission22 campaign – a campaign that went “viral” across multiple social media platforms – as a unique site to analyse and visualise lay moral depictions and constructions. Specifically, we analyse the #Mission22 campaign on Twitter using a big data analysis. Much of the empirical work on online self construction and depiction is either purely theoretical in the vein of Bauman, Turkle and Sauter or based on small qualitative samples such as the work by Lincoln and Robards and Author A. This article is unique not only in investigating the crafting of moral depictions in Web 2.0 forums but also in the scale of the textual and visual representation of mass moral self-depictions it captures and analyses. Big Data Analysis of #Mission22 on TwitterIn order to empirically examine the #Mission22 campaign on Twitter, we used the Twitter API to collect over three months of tweets that contained the campaign hashtag (from 20 Aug. 2016 to 1 Dec. 2016). This resulted in a dataset of 2,908,559 tweets, of which 225,883 were non-duplicated (i.e., some tweets were collected multiple times by the crawler).There were 3,230 user accounts participating during this period, with each user tweeting 70 times on average. As Figure 1 shows, a sizeable percentage of users were quite active at the height of the campaign, although there is clearly a number of users who only tweeted once or twice. More specifically, there were 1,232 users (or 38%) who tweeted at least 100 times, and on the other hand 1080 users (or 33%) who only tweeted two times or less. In addition, a tiny number of ‘power users’ (18 or 0.006%) tweeted more than 400 times during this period. Figure 1: Frequency distribution of #Mission22 tweets for each user in the datasetTo get a sense of what users were talking about during the campaign, we constructed a wordcloud out of the text data extracted from the tweets (see Figure 2). To provide more information and context, usernames (preceded with @) and hashtags (preceded with #) were included along with the words, providing a set of terms. As a result, the wordcloud also shows the user accounts and hashtags that were mentioned most often (note that #Mission22 was excluded from the data as it, by definition of the data collection process, has to occur in every tweet). In order to remove meaningless terms from the dataset we applied several text processing steps. First, all terms were converted to lowercase, such that “Veteran” and “veteran” are treated as the same term. Next, we applied a technique known as term frequency-inverse document frequency (tf-idf) to the tweet text data. Tf-idf effectively removes terms that occur so frequently that they provide no interesting information (e.g., the term “mission22”), and also terms that occur extremely infrequently. Finally, we removed English “stop words” from the text data, thereby eliminating common words such as “the” and “and”. Figure 2: Wordcloud of the #Mission22 tweet contentAs Figure 2 shows, the most frequent terms revolve around the campaign message and call-to-action for suicide awareness, including, for example, “day”, “veteran”, “support”, “push-ups”, “band”, “challenge”, “suicide”, “fight”, and “alone”. A number of user accounts are also frequently mentioned, which largely relate to the heavily retweeted users (discussed further below). Furthermore, alongside the central #mission22 hashtag, a number of other popular hashtags were in circulation during the campaign, including “#veteran”, “#americasmission”, “#22kill”, and “#22adayis22toomany”. Table 1 provides the top 50 most frequently occurring terms in decreasing order.Table 1: Top 50 words in the #Mission22 tweet content (decreasing order)1-1011-2021-3031-4041-50day@mrbernardedlong@uc_vetsnothingveteran#veteranbetter@kappasigmauceverysupporteverydaybelieve@ucthetachimissionpush-upschallengetodaytakehelp@sandratxassuicidehaulone#22kill@defensebaronveteransawarenessjustsay@the_usofightaccepted@piedmontlax#veterans@nbcnewsaloneptsdgoodweaknessbandvets22kwrong#nevertrumpcimmunity [sic]#americasmissionshoutoutgodwillA surprising finding of our study is that the vast majority of tweets are simply just retweets of other users. The number of retweets was 223,666, which accounts for about 99% of all tweets in the dataset. Even more surprising was that the vast majority of these retweets are from a single tweet. Indeed, 221,088 (or 98%) of all tweets in the dataset were retweets of the following tweet that was authored on 2 March 2015 by @SandraTXAS (see Figure 3). Clearly we can say that this tweet went ‘viral’ (Jenders et al) in the sense that it became frequently retweeted and gained an increasing amount of attention due to its cumulative popularity and visibility over time. Figure 3: #1 most retweeted #Mission22 tweet – @SandraTXAS (https://twitter.com/SandraTXAS)This highly retweeted or viral #Mission22 tweet provides a point of departure to examine what aspects of the tweet content influence the virality or popularity of #Mission22 tweets during the height of the campaign. To do this, we extracted the next nine most retweeted tweets from our dataset, providing an analysis of the “top 10” retweets (including the @SandraTXAS tweet above). Figure 4: #2 most retweeted - @mrbernarded (https://twitter.com/mrbernarded/status/776221040582295553)This tweet was retweeted 715 times in our dataset. Figure 5: #4 most retweeted - @Mission22 (https://twitter.com/Mission22/status/799872548863414272)This was retweeted 317 times in our dataset. Figure 6: #4 most retweeted - @UCThetaChi (https://twitter.com/UCThetaChi/status/784775641430384640)This was retweeted 180 times in our dataset. Figure 7: #5 most retweeted - @PamKeith2016 (https://twitter.com/PamKeith2016/status/782975576550305792)This was retweeted 121 times in our dataset. Figure 8: #6 most retweeted - @PiedmontLax (https://twitter.com/PiedmontLax/status/770749891698122752)This was retweeted 105 times in our dataset. Figure 9: #7 most retweeted - @PiedmontLax (https://twitter.com/PiedmontLax/status/771181070066692098) This was retweeted 78 times in our dataset. Figure 10: #8 most retweeted - @PatriotBrother (https://twitter.com/PatriotBrother/status/804387050728394752) This was retweeted 59 times in our dataset. Figure 11: #9 most retweeted - @alexgotayjr (https://twitter.com/alexgotayjr/status/787112936644849664) This was retweeted 49 times in our dataset. Figure 12: #10 most retweeted - @csjacobson89 (https://twitter.com/csjacobson89/status/772921614044233729) This was retweeted 45 times in our dataset.DiscussionThis article has provided the first “big data” analysis of the #Mission22 movement that went viral across multiple social media platforms in 2016. We began by arguing that Web 2.0 has ushered in profound changes to how people depict and construct identities that articulate with wider transformations in self and identity in conditions of late-modernity. The “confessional” quality of Web 2.0 means individuals and groups are presented with unprecedented opportunities to “mass self-depict” through new communication and Internet technologies. We suggest that the focus on how Web technologies are implicated in the formation of moral subjectivities is something that has been overlooked in the extant research on identity and Web 2.0 technologies.Filling this gap, we used the #Mission22 movement on Twitter as an empirical site to analyse how contemporary subjects construct and visually depict moral identities in online contexts. A central finding of our analysis of 225883 Twitter posts is that most engagement with #Mission22 was through retweeting. Our data show that retweets were by far the most popular way to interact and engage with the movement. In other words, most people were not producing original or new content in how they participated in the movement but were re-sharing – re-depicting – what others had shared. This finding highlights the importance of paying attention to the architectural affordances of social media platforms, in this case, the affordances of the ‘retweet’ button, and how they shape online identity practices and moral expression. We use moral expression here as a broad term to capture the different ways individuals and groups make moral evaluations based on a responsiveness to how people are faring and whether they are suffering or flourishing (Sayer). This approach provides an emic account of everyday morality and precludes, for example, wider philosophical debates about whether patriotism or nationalistic solidarity can be understood as moral values.The prominence of the retweet in driving the shape and nature of #Mission22 raises questions about the depth of moral engagement being communicated. Is the dominance of the retweet suggestive of a type of “moral slacktivism”? Like its online political equivalent, does the retweet highlight a shallow and cursory involvement with a cause or movement? Did online engagement translate to concrete moral actions such as making a donation to the cause or engaging in some other form of civic activity to draw attention to the movement? These questions are beyond the scope of this article but it is interesting to consider the link between the affordances of the platform, capacity for moral expression and how this translates to face-to-face moral action. Putting aside questions of depth, people are compelled not to ignore these posts, they move from “seeing” to “posting”, to taking action within the affordances of the architectural platform.What then is moving Twitter users to morally engage with this content? How did this movement go viral? What helped bust this movement out of the “long tail distribution” which characterises most movements – that is, few movements “take-off” and become durable within the congested attention economies of social media environments. The Top 10 most retweeted tweets provide powerful answers here. All of them feature highly emotive and affective visual depictions, either high impact photos and statements, or videos of people/groups doing pushups in solidarity together. The images and videos align affective, bodily and fitness practices with nationalistic and patriotic themes to produce a powerful and moving moral cocktail. The Top 50 words also capture the emotionally evocative use of moral language: words like: alone, fight, challenge, better, believe, good, wrong, god, help, mission, weakness and will.The emotional and embodied visual depictions that characterise the the Top 10 retweets and Top 50 words highlight how moral identity is not just a cerebral practice, but one that is fundamentally emotional and bodily. We do morality not just with our minds and heads but also with our bodies and our hearts. Part of the power of this movement, then, is the way it mobilises interest and involvement with the movement through a physical and embodied practice – doing push-ups. Visually depicting oneself doing push-ups online is a powerful display of morality identity. The “lay morality” being communicated is that not only are you somebody who cares about the flourishing and suffering of Others, you are also a fit, active and engaged citizen. And of course, the subject who actively takes responsibility for their health and well-being is highly valued in neoliberal risk contexts (Lupton).There is also a strong gendered dimensions to the visual depictions used in #Mission22. All of the Top 10 retweets feature images of men, mostly doing push-ups in groups. In the case of the second most popular retweet, it is two men in suits doing push-ups while three sexualised female singers “look-on” admiringly. Further analysis needs to be done to detail the gendered composition of movement participation, but it is interesting to speculate whether men were more likely to participate. The combination of demonstrating care for Other via a strong assertion of physical strength makes this a potentially more masculinised form of moral self-expression.Overall, Mission22 highlights how online self-work and cultivation can have a strong moral dimension. In Foucault’s language, the self-work involved in posting a video or image of yourself doing push-ups can be read as “an intensification of social relations”. It involves an ethics that is about self-creation through visual and textual depictions. Following the more pessimistic line of Bauman or Turkle, posting images of oneself doing push-ups might be seen as evidence of narcissism or a consumerist self-absorption. Rather than narcissism, we want to suggest that Mission22 highlights how a self-based moral practice – based on bodily, emotional and visual depictions – can extend to Others in an act of mutual care and exchange. Again Foucault helps clarify our argument: “the intensification of the concern for the self goes hand in hand with a valorisation of the Other”. What our work does, is show how this operates empirically on a large-scale in the new confessional contexts of Web 2.0 and its cultures of mass self-depiction. 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Modernity and Self-Identity: Self and Society in the Late Modern Age. Cambridge: Polity, 1991.Hookway, Nicholas. “The Moral Self: Class, Narcissism and the Problem of Do-It-Yourself Moralities.” The Sociological Review, 15 Mar. 2017. <http://journals.sagepub.com/doi/abs/10.1177/0038026117699540?journalCode=sora>.Jenders, Maximilian, et al. “Analyzing and Predicting Viral Tweets.” Proceedings of the 22nd International Conference on World Wide Web (WWW). Rio de Janeiro, 13-17 May 2013.Kata, Anna. “Anti-Vaccine Activists, Web 2.0, and the Postmodern Paradigm: An Overview of Tactics and Tropes Used Online by the Anti-Vaccination Movement.” Vaccine 30.25 (2012): 3778–89.Lincoln, Sian, and Brady Robards. “Editing the Project of the Self: Sustained Facebook Use and Growing Up Online.” Journal of Youth Studies 20.4 (2017): 518–531.Lupton, Deborah. The Imperative of Health: Public Health and the Regulated Body. London: Sage, 1995.Sauter, Theresa. ‘“What's on Your Mind?’ Writing on Facebook as a Tool for Self-Formation.” New Media & Society 16.5 (2014): 823–839.Sayer, Andrew. Why Things Matter to People: Social Science, Values and Ethical Life. Cambridge: Cambridge University Press, 2011.Smith, Gavin J.D., and Pat O’Malley. “Driving Politics: Data-Driven Governance and Resistance.” The British Journal of Criminology 56.1 (2016): 1–24.Turkle, Sherry. Reclaiming Conversation: The Power of Talk in a Digital Age. Penguin: New York, 2015.

Introduction: Serial Space“It feels …like the edge of the world; far more remote than it actually is, perhaps because it looks at such immensity” (Godden “Black,” 38). This is the priest’s warning to Sister Clodagh in Rumer Godden’s 1939 novel Black Narcissus. The young, inexperienced Clodagh leads a group of British nuns through the Indian Himalayas and onto a remote mountain top above Mopu. Michael Powell and Emeric Pressburger adapted Godden’s novel into the celebrated feature film, Black Narcissus (1947). Following the novel, the film narrates the nuns’ mission to establish a convent, school, and hospital for the local population. Yet, immensity moves in mysterious ways. Sister Clodagh (Deborah Kerr) loses her managerial grip. Sister Philippa (Flora Robson) cultivates wild flowers instead of vegetables. Sister Ruth (Kathleen Byron) sheds nun’s attire for red lipstick and a Parisian dress. The young Indian woman Kanchi (Jean Simmons) becomes a force of libidinous disturbance. At the twilight of the British Empire, white, western nuns experience the psychical effects of colonialism at the precipice. Taking such cues from Pressburger and Powell’s film, Michelle Williams Gamaker, an artist, filmmaker, and scholar, responds to Black Narcissus, both film and novel. She does so through a radical interpretation of her own. Gamaker William’s 24-minute film, The Fruit Is There to Be Eaten (forthcoming, London 2018) is a longer “short,” which breaks the mould of what scholar Linda Hutcheon would term an “adaptation” (2006). For Hutcheon, there is a double “mode of engagement” between an original work and its adapted form (22). On the one hand, there is a “transcoding” (22). This involves “transporting” characters from a precedent work to its adapted form (11). On the other, there is an act of “creative interpretation” (22). The Fruit Is There to Be Eaten transports yet recreates the Indian “beggar girl” Kanchi, played by a “blacked up” white Hollywood actor Jean Simmons (Black Narcissus), into Williams Gamaker’s contemporary Kanchi, played by Krishna Istha. In this 2018 instalment, Kanchi is an Asian and transgender protagonist of political articulacy. Hence, Williams Gamaker’s film engages a double tactic of both transporting yet transforming Kanchi, as well as Sisters Clodagh and Philippa, from the feature film into The Fruit Is There to Be Eaten. To analyse Williams Gamaker’s film, I will make a theoretical jump off the precipice, stepping from Hutcheon’s malleable concept of adaptation into a space of “trans-serial” narrative.In what follows, I shall read The Fruit Is There to Be Eaten as an “episode” in a serial. The prior episodes, Williams Gamaker’s House of Women (London 2017, Berlin 2018) is a short, fictional, and surreal documentary about casting the role of Kanchi. It can be read as the next episode in Kanchi’s many incarnations. The relationship between Sister Clodagh (Kelly Hunter as voiceover) and Kanchi in House of Women develops from one of confrontation to a transgender kiss in the climatic beat of The Fruit Is There to Be Eaten. Williams Gamaker’s film can be read as one of a series which is itself inflected with the elements of a “trans-serial.” Henry Jenkins argues that “transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels” (emphasis in original, “Transmedia”). I use the word “trans” to define the gap between novelistic texts and film. Throughout Williams Gamaker’s series, she uses many textual citations from Godden’s novel, and dialogue from Pressburger and Powell’s film. In other words, verbal elements as well as filmic images are adapted in Hutcheon’s sense and transmediated in Jenkins’s sense. To build the “serial” concept for my analysis requires re-working concepts from television studies. Jason Mittell introduces “narrative complexity” as the “redefinition of episodic forms under serial narration” (“Narrative,” 32). In serial TV, characters and narratives develop over a sequence of episodes and seasons. In serial TV, missing one episode can thwart the viewer’s reception of later ones. Mittell’s examples reveal the plasticity of the narrative complexity concept. He mentions TV series that play games with the audience’s expectations. As Mittell points out, Seinfeld has reflexive qualities (“Narrative,” 35) and Twin Peaks mixes genres (“Narrative,” 33). I would add that Lynch’s creative liberties offered characters who could appear and disappear while leaving their arcs hanging intriguingly unresolved. The creative possibilities of reflexivity via seriality, of characters who appear and disappear or return in different guises, are strategies that underpin William’s Gamaker’s short film serial. The third in her trilogy, The Eternal Return (in post-production 2018) fictionalises the life of Sabu, the actor who played the General’s son in Black Narcissus. Once again, the protagonist, this time male, is played by Krishna Istha, a non-binary transgender actor who, by taking all the lead roles in William’s Gamaker’s trilogy, grows over the serial as a malleable ethnic and transgender subject. Importantly, The Eternal Return carries residues of the characters from The Fruit Is There to Be Eaten by casting the same team of actors again (Charlotte Gallagher and myself Catherine Lord), and switching their genders. Istha played Kanchi in the previous two episodes. The General’s son, played by Sabu, courted Kanchi in Black Narcissus. In The Eternal Return, Istha crosses the character and gender boundary by playing Sabu. Such casting tactics subvert the gender and colonial hegemonies inherent in Pressburger and Powell’s film.The reflexive and experimental approach of Williams Gamaker’s filmmaking deploys serial narrative tactics for its political goals. Yet, the use of “serial” needs to be nuanced. Glen Creeber sets out three terms: “episodic,” “series” and “serial.” For Creeber, a series provides continuous storylines in which the connection between episodes is strong. In the serial format, the connection between the episodes is less foregrounded. While it is not possible to enjoy stand-alone episodes in a serial, at the same time, serials produce inviting gaps between episodes. Final resolutions are discouraged so that there are greater narrative possibilities for later seasons and the audience’s own game of speculative storytelling (11).The emerging “serial” gaps between Williams Gamaker’s episodes offer opportunities for political interpretation. From House of Women and The Fruit Is There to Be Eaten, Kanchi develops an even stronger political voice. Kanchi’s character arc moves from the wordless obedience of Pressburger and Powell’s feature to the transgender voice of post-colonial discourse in House of Women. In the next episode, The Fruit Is There to Be Eaten, Kanchi becomes Clodagh’s guide both politically, spiritually, and erotically.I will read The Fruit Is There to Be Eaten as both my primary case-study and as the third episode in what I shall theorise to be a four-part serial. The first is the feature film Black Narcissus. After this is Williams Gamaker’s House of Women, which is then followed by The Fruit Is There to Be Eaten, my central case study here. There may be immediate objections to my argument that Williams Gamaker’s series can be read by treating Pressburger and Powell’s feature as the first in the series. After all, Godden’s novel could be theorised as the camouflaged pilot. Yet, a series or serial is defined as such when it is in the same medium. Game of Thrones (2011-) is a TV series that adapts George R.R. Martin’s novel cycle, but the novels are not episodes. In this regard, I follow Hutcheon’s emphasis on theorising adapted works as forged between different media, most commonly novels to films. The adaptive “deliveries” scatter through The Fruit Is There to Be Eaten with an ecological precision.Eco SeriesEcological descriptions from Godden’s novel and Pressburger and Powell’s mise-en-scene are performed in The Fruit Is There to Be Eaten through Kelly Hunter’s velvety voiceover as it enjoys a painterly language: butterflies daub the ferns with “spots of ochre, scarlet, and lemon sherbet.” Hutcheon’s term transcoding usefully describes the channelling of particles from the novelist’s text into an intensified, ecological language and cinematic mise-en-scene. The intensification involves an ingestion of Godden’s descriptive prose, which both mimics and adds an adjectival and alliterative density. The opening descriptions of the nuns’ arrival in Mopu is a case in point. In the novel, the grooms joke about the nuns’ habits appearing as “snows, tall and white” (Godden “Black,” 1). One man remarks that they look like “a row of teeth” (Godden “Black,” 2). Williams Gamaker resists shots of nuns as Godden described them, namely on Bhotiya ponies. Rather, projected onto a white screen is an image of white and red flowers slowly coming into focus. Kelly Hunter’s voiceover describes the white habits as a set of “pearly whites” which are “hungry for knowledge” and “eat into the landscape.” White, western nuns in white habits are metaphorically implied to be like a consuming mouth, eating into Indian territories and Indian people.This metaphor of colonial consumption finds its corollary in Godden’s memoirs where she describes the Pressburger, Powell, and Simons representation of Kanchi as “a basket of fruit, piled high and luscious and ready to eat” (“A House,” 24-5; 52). The nun’s quest colonially consumes Mopu’s natural environment. Presumably, nuns who colonially eat consume the colonised Other like fruit. The Kanchi of the feature film Black Narcissus is a supporting character, performed by Simmons as mute, feral and objectified. If Kanchi is to release herself from the “fruity” projections of sexism and racism, it will be through the filmmaker’s aesthetic and feminist tactic of ensuring that planets, trees, fruits and flowers become members of the film cast. If in episode 1 (Black Narcissus), plants and Asian subalterns are colonised, in episode 2, House of Women, these fruits and flowers turn up as smart, young Asian women actors with degrees in law and photography, ready to hold their own in the face of a faceless interviewer. In episode 3, The Fruit Is There to Be Eaten, it is important that Krishna Istha’s Kanchi, turning up like a magical character from another time and space (transformed from episode 1), commands the film set amidst an excess of flowers, plants and fruits. The visual overflow correlates with Kanchi’s assertiveness. Flowers and Kanchi know how to “answer back.”Like Black Narcissus the feature, The Fruit Is There to Be Eaten relies heavily on a mise-en-scene of horticultural and mountain ecology. Just as Michael Powell filmed at Pinewood and Leonardslee Gardens in East Sussex, Williams Gamaker used Rotherhithe’s Brunel Museum roof Gardens and Sands Film Studios. The lusciousness of Leonardslee is film-intertextually echoed in the floral exuberance of the 2018 shots of Rotherhithe. After the crew have set up the classroom, interwoven with Kelly Hunter’s voiceover, there is a hard cut to a full, cinematic shot of the Leonardslee garden (fig. 1).Then cutting back to the classroom, we see Kanchi calmly surveying the set, of which she is the protagonist, with a projection of an encyclopaedic display of the flowers behind her. The soundtrack plays the voices of young women students intoning the names of flowers from delphinium to lupens.These meta-filmic moments are supported by the film’s sharp juxtaposition between classroom and outdoor scenes. In Pressburger and Powell’s school scenes, Sister Ruth attempts to teach the young General how to conjugate the French verb “recevoir.” But the lesson is not successfully received. The young General becomes aphasic, Kanchi is predictably mute and the children remain demure. Will colonialism let the Other speak? One way to answer back in episode 3 is through that transgressive discourse, the language of flowers.In The Fruit Is There to Be Eaten, the young women study under Sister Clodagh and Sister Philippa (myself, Catherine Lord). The nuns teach botanical lists and their ecological contexts through rote learning. The young women learn unenthusiastically. What is highlighted is the ludicrous activity of repetition and abstractions. When knowledge becomes so objectified, so do natural environments, territories and people. Clodagh aligns floral species to British locations. The young women are relatively more engaged in the garden with Sister Philippa. They study their environment through sketching and painting a diverse range of flowers that could grow in non-British territory. Philippa is the now the one who becomes feral and silent, stroking stalks and petals, eschewing for the time being, the game of naming (fig. 2).However, lessons with colonial lexicons will be back. The young women look at screen projections of flowers. Sister Philippa takes the class through an alphabet: “D is for Dogbright … L is for Ladies’ Fingers.” Clodagh whirls through a list of long, Latin names for wild flowers in British Woodlands. Kanchi halts Clodagh’s act of associating the flowers with the British location, which colonizes them. Kanchi asks: “How many of us will actually travel, and which immigration border will test our botanical knowledge?” Kanchi then presents a radically different alphabet, including “Anne is African … Ian is Intersex … Lucy loves Lucy.” These are British names attributed to Africans, Arabs, and Asians, many of their identities revealed to be LGBQT-POC, non-binary, transgender, and on the move. Clodagh’s riposte is “How do you know you are not travelling already?” The flowers cannot be pinned down to one location. They cannot be owned by one nation.Like characters who travel between episodes, the travelling flowers represent a collision of spaces that undermine the hegemonies of race, gender and sexuality. In episode 1, Black Narcissus the feature film, the western nuns face the immensities of mountain atmosphere, ecology and an unfamiliar ethnic group. In episode 2, House of Women, the subalterns have transformed their role, achieving educational and career status. Such political and dramatic stakes are raised in episode 3, The Fruit Is There to Be Eaten. There is a strong focus on the overlapping oppressions of racial, colonial and ecological exploitation. Just as Kanchi has a character arc and serial development, so do plants, fauna, fruits, flowers and trees. ‘Post’-Space and Its AtmosphereThe British Empire colonised India’s ecological space. “Remember you and your God aren't on British Territory anymore” declares the auditioning Krishna Istha in House of Women. Kanchi’s calm, civil disobedience continues its migration into The Fruit is There to be Eaten between two simultaneously existing spaces, Mopu and Rotherhithe, London. According to literature scholar Brian McHale, postmodern worlds raise ontological questions about the dramatic space into which we are drawn. “Which” worlds are we in? Postmodern worlds can overlap between separate spaces and different temporalities (McHale 34-35). As McHale notes, “If entities can migrate across the semipermeable membrane that divides a fictional world from the real, they can also migrate between two different fictional worlds” (35).In The Fruit Is There to Be Eaten, the semipermeable membrane between it and Black Narcissus folds together the temporalities of 1947 and 2018, and the terrains of India and London. Sister Philippa tells a Kanchi seeking Mopu, that “My dear, you are already here.” This would seem odd as Sister Philippa describes the death of a young man close to Saint Mary’s Church, London. The British capital and woodlands and the Himalayas co-exist as intensified, inter-crossing universes that disrupt the membranes between both colonial and ecological space-time, or what I term “post-space.”Williams Gamaker’s post-spaces further develop Pressburger and Powell’s latent critique of post-colonialism. As film scholar Sarah Street has observed, Black Narcissus the film performs a “post-colonial” exploration of the waning British Empire: “Out of the persistence of the colonial past the present is inflected with a haunting resonance, creating gaps and fissures” (31). This occurs in Powell’s film in the initial Calcutta scenes. The designer Alfred Junge made “God shots” of the nuns at dinner, creating from them the iconic shape of a cross. This image produces a sense of over-exactness. Once in the mountains, it is the spirit of exactitude that deteriorates. In contrast, Williams Gamaker prefers to reveal the relative chaos of setting up her world. We watch as the crew dress the school room. Un-ceremoniously, Kanchi arrives in shorts before she picks up a floral dress bearing the label “Kanchi.” There is then a shot in which Kanchi purveys the organised set, as though she is its organiser (fig. 3).Post-spaces are rich in atmosphere. The British agent Dean tells Clodagh in Black Narcissus the film that the mountain “is no place to put a nunnery” due its “atmosphere.” In the climactic scene of The Fruit Is There to Be Eaten, Kanchi and Clodagh face two screens revealing the atmospheric projection of the high mountains, the black cut between them visible, like some shadowy membrane. Such aesthetic strategies continue Powell’s use of technical artifice. Street details the extensive labour of technical and craft work involved in creating the artificial world of Black Narcissus, its mountains, artificial colours, and hence atmosphere, all constructed at Pinewood studios. There was a vast amount of matte painting and painting on glass for special effects (19).William Gamaker’s screens (projection work by Sophie Bramley and Nick Jaffe) reflexively emphasise atmosphere as artifices. The atmosphere intensifies with the soundscape of mountain air and Wayne Urquhart’s original and haunting music. In Powell and Pressburger’s feature, Brian Easdale’s music also invokes a sense of mystery and vastness. Just as TV series and serials maintain musical and mise-scene-scene signatures from one episode to another, so too does Williams Gamaker reframe her precursor’s cinematic aesthetics with that of her own episode. Thus, serial as stylistic consistency is maintained between episodes and their post-spaces.At the edge of such spaces, Kanchi will scare Clodagh by miming a tight-rope walk across the mountain: it is both real and pretend, dramatic, but reflexively so. Kanchi walks a membrane between colliding worlds, between colonialism and its transgression. In this episode of extreme spirituality and eroticism, Kanchi reaches greater heights than in previous episodes, discoursing on the poetics of atmosphere: “… in the midst of such peaks, one can draw near what is truly placeless … the really divine.” Here, the membrane between the political and cultural regions and the mountains that eschew even the human, is about to be breached. Kanchi relates the legend of those who go naked in the snow. These “Abominable Men” are creatures who become phantoms when they merge with the mountain. If the fractures between locations are too spacious, as Kanchi warns, one can go mad. In this episode 3, Kanchi and Clodagh may have completed their journeys. In Powell and Pressburger’s interpretation, Sister Ruth discards nun’s attire for a Parisian, seductive dress and red lipstick. Yet, she does so for a man, Dean. However, the Sister Clodagh of 2018 is filmed in a very long take as she puts on an elegant dress and does her make-up. In a scene of philosophical intimacy with Kanchi, the newly dressed Clodagh confesses her experience of “immensity.” As they break through the erotic membrane separating their identities, both immersed in their full, queer, transgender kiss, all racial hierarchies melt into atmosphere (fig. 4).Conclusion: For a Pitch By making a film as one episode in a series, Williams Gamaker’s accomplishment is to enhance the meeting of narrative and political aims. As an arthouse film serial, The Fruit Is There to Be Eaten has enabled definitions of “serial” to migrate from the field of television studies. Between Hutcheon’s “adaptation” and Mittell and Creeber’s articulations of “narrative complexity,” a malleable concept for arthouse seriality has emerged. It has stretched the theoretical limits of what can be meant by a serial in an arthouse context. By allowing the notion of works “adapted” to occur between different media, Henry Jenkins’ broader term of “transmedia storytelling” (Convergence) can describe how particles of Godden’s work transmigrate through episodes 1, 2, and 3, where the citational richness emerges most in episodes 3, The Fruit Is There to Be Eaten.Because one novel informs all the episodes while each has entirely different narratives and genres, The Fruit Is There to Be Eaten is not a serial adaptation, as is Game of Thrones. It is an experimental serial inflected with trans-serial properties. Kanchi evolves into a postcolonial, transgender, ecological protagonist who can traverse postmodern worlds. Perhaps the witty producer in a pitch meeting might say that in its serial context, The Fruit Is There to Be Eaten is like a cross between two fantasy TV serials, still to be written: Transgender Peaks meets Kanchi Is the New Black. The “new black” is multifaceted and occupies multi-worlds in a post-space environment. ReferencesCreeber, Glen. Serial Television: Big Drama on the Small Screen. London: BFI, 2004.Godden, Rumer. 1939. Black Narcissus: A Virago Modern Classic. London: Hatchette Digital, 2013.———. A House with Four Rooms. New York: William Morrow, 1989. Hutcheon, Linda. A Theory of Adaptation. 2nd ed. New York: New York University Press, 2012.Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York University Press, 2006.———. “Transmedia, 202: Further Reflections.” Confessions of an Aca-Fan 1 Aug. 2011. 1 May 2012 <http://henryjenkins.org/blog/2011/08/defining_transmedia_further_re.html>.McHale, Brian. Postmodernist Fiction. London: Routledge, 1987.Powell, Michael. A Life in Movies: An Autobiography. London: Heinemann, 1986.Mittell, Jason. “Narrative Complexity in Contemporary American Television.” The Velvet Light Trap 58 (Fall 2006): 29-40. Street, Sarah. Black Narcissus. London: I.B. Tauris, 2005.FilmographyBlack Narcissus. Dirs. Michael Powell and Emeric Pressburger. Pinewood Studios, 1947.House of Women. Dir. Michelle Williams Gamaker. Cinema Suitcase, 2017.The Fruit Is There to Be Eaten. Dir. Michelle Williams Gamaker. Cinema Suitcase, 2018.The Eternal Return. Dir. Michelle Williams Gamaker. Cinema Suitcase, 2018-2019.

Being a celebrity sure ain’t what it used to be. Or, perhaps more accurately, the process of maintaining a stable star persona isn’t what it used to be. With the rise of new media technologies—including digital photography and video production, gossip blogging, social networking sites, and streaming video—there has been a rapid proliferation of voices which serve to articulate stars’ personae. This panoply of sanctioned and unsanctioned discourses has brought the coherence and stability of the star’s image into crisis, with an evermore-heightened loop forming recursively between celebrity gossip and scandals, on the one hand, and, on the other, new media-enabled speculation and commentary about these scandals and gossip-pieces. Of course, while no subject has a single meaning, Hollywood has historically expended great energy and resources to perpetuate the myth that the star’s image is univocal. In the present moment, however, studios’s traditional methods for discursive control have faltered, such that celebrities have found it necessary to take matters into their own hands, using new media technologies, particularly Twitter, in an attempt to stabilise that most vital currency of their trade, their professional/public persona. In order to fully appreciate the significance of this new mode of publicity management, and its larger implications for contemporary subjectivity writ large, we must first come to understand the history of Hollywood’s approach to celebrity publicity and image management.A Brief History of Hollywood PublicityThe origins of this effort are nearly as old as Hollywood itself, for, as Richard DeCordova explains, the celebrity scandals of the 1920s threatened to disrupt the economic vitality of the incipient industry such that strict, centralised image control appeared as a necessary imperative to maintain a consistently reliable product. The Fatty Arbuckle murder trial was scandalous not only for its subject matter (a murder suffused with illicit and shadowy sexual innuendo) but also because the event revealed that stars, despite their mediated larger-than-life images, were not only as human as the rest of us, but that, in fact, they were capable of profoundly inhuman acts. The scandal, then, was not so much Arbuckle’s crime, but the negative pall it cast over the Hollywood mythos of glamour and grace. The studios quickly organised an industry-wide regulatory agency (the MPPDA) to counter potentially damaging rhetoric and ward off government intervention. Censorship codes and morality clauses were combined with well-funded publicity departments in an effort that successfully shifted the locus of the star’s extra-filmic discursive construction from private acts—which could betray their screen image—to information which served to extend and enhance the star’s pre-existing persona. In this way, the sanctioned celebrity knowledge sphere became co-extensive with that of commercial culture itself; the star became meaningful only by knowing how she spent her leisure time and the type of make-up she used. The star’s identity was not found via unsanctioned intrusion, but through studio-sanctioned disclosure, made available in the form of gossip columns, newsreels, and fan magazines. This period of relative stability for the star's star image was ultimately quite brief, however, as the collapse of the studio system in the late 1940s and the introduction of television brought about a radical, but gradual, reordering of the star's signifying potential. The studios no longer had the resources or incentive to tightly police star images—the classic age of stardom was over. During this period of change, an influx of alternative voices and publications filled the discursive void left by the demise of the studios’s regimented publicity efforts, with many of these new outlets reengaging older methods of intrusion to generate a regular rhythm of vendible information about the stars.The first to exploit and capitalize on star image instability was Robert Harrison, whose Confidential Magazine became the leading gossip publication of the 1950s. Unlike its fan magazine rivals, which persisted in portraying the stars as morally upright and wholesome, Confidential pledged on the cover of each issue to “tell the facts and name the names,” revealing what had been theretofore “confidential.” In essence, through intrusion, Confidential reasserted scandal as the true core of the star, simultaneously instituting incursion and surveillance as the most direct avenue to the “kernel” of the celebrity subject, obtaining stories through associations with call girls, out-of-work starlettes, and private eyes. As extra-textual discourses proliferated and fragmented, the contexts in which the public encountered the star changed as well. Theatre attendance dropped dramatically, and as the studios sold their film libraries to television, the stars, formerly available only on the big screen and in glamour shots, were now intercut with commercials, broadcast on grainy sets in the domestic space. The integrity—or at least the illusion of integrity—of the star image was forever compromised. As the parameters of renown continued to expand, film stars, formally distinguished from all other performers, migrated to television. The landscape of stardom was re-contoured into the “celebrity sphere,” a space that includes television hosts, musicians, royals, and charismatic politicians. The revamped celebrity “game” was complex, but still playabout: with a powerful agent, a talented publicist, and a check on drinking, drug use, and extra-marital affairs, a star and his or her management team could negotiate a coherent image. Confidential was gone, The National Inquirer was muzzled by libel laws, and People and E.T.—both sheltered within larger media companies—towed the publicists’s line. There were few widely circulated outlets through which unauthorised voices could gain traction. Old-School Stars and New Media Technologies: The Case of Tom CruiseYet with the relentless arrival of various news media technologies beginning in the 1980s and continuing through the present, maintaining tight celebrity image control began to require the services of a phalanx of publicists and handlers. Here, the example of Tom Cruise is instructive: for nearly twenty years, Cruise’s publicity was managed by Pat Kingsley, who exercised exacting control over the star’s image. With the help of seemingly diverse yet essentially similar starring roles, Cruise solidified his image as the cocky, charismatic boy-next-door.The unified Cruise image was made possible by shutting down competing discourses through the relentless, comprehensive efforts of his management company; Kingsley's staff fine-tuned Cruise’s acts of disclosure while simultaneously eliminating the potential for unplanned intrusions, neutralising any potential scandal at its source. Kingsley and her aides performed for Cruise all the functions of a studio publicity department from Hollywood’s Golden Age. Most importantly, Cruise was kept silent on the topic of his controversial religion, Scientology, lest it incite domestic and international backlash. In interviews and off-the-cuff soundbites, Cruise was ostensibly disclosing his true self, and that self remained the dominant reading of what, and who, Cruise “was.” Yet in 2004, Cruise fired Kingsley, replaced her with his own sister (and fellow Scientologist), who had no prior experience in public relations. In essence, he exchanged a handler who understood how to shape star disclosure for one who did not. The events that followed have been widely rehearsed: Cruise avidly pursued Katie Holmes; Cruise jumped for joy on Oprah’s couch; Cruise denounced psychology during a heated debate with Matt Lauer on The Today Show. His attempt at disclosing this new, un-publicist-mediated self became scandalous in and of itself. Cruise’s dismissal of Kingsley, his unpopular (but not necessarily unwelcome) disclosures, and his own massively unchecked ego all played crucial roles in the fall of the Cruise image. While these stumbles might have caused some minor career turmoil in the past, the hyper-echoic, spastically recombinatory logic of the technoculture brought the speed and stakes of these missteps to a new level; one of the hallmarks of the postmodern condition has been not merely an increasing textual self-reflexivity, but a qualitative new leap forward in inter-textual reflexivity, as well (Lyotard; Baudrillard). Indeed, the swift dismantling of Cruise’s long-established image is directly linked to the immediacy and speed of the Internet, digital photography, and the gossip blog, as the reflexivity of new media rendered the safe division between disclosure and intrusion untenable. His couchjumping was turned into a dance remix and circulated on YouTube; Mission Impossible 3 boycotts were organised through a number of different Web forums; gossip bloggers speculated that Cruise had impregnated Holmes using the frozen sperm of Scientology founder L. Ron Hubbard. In the past, Cruise simply filed defamation suits against print publications that would deign to sully his image. Yet the sheer number of sites and voices reproducing this new set of rumors made such a strategy untenable. Ultimately, intrusions into Cruise’s personal life, including the leak of videos intended solely for Scientology recruitment use, had far more traction than any sanctioned Cruise soundbite. Cruise’s image emerged as a hollowed husk of its former self; the sheer amount of material circulating rendered all attempts at P.R., including a Vanity Fair cover story and “reveal” of daughter Suri, ridiculous. His image was fragmented and re-collected into an altered, almost uncanny new iteration. Following the lackluster performance of Mission Impossible 3 and public condemnation by Paramount head Sumner Redstone, Cruise seemed almost pitiable. The New Logic of Celebrity Image ManagementCruise’s travails are expressive of a deeper development which has occurred over the course of the last decade, as the massively proliferating new forms of celebrity discourse (e.g., paparazzi photos, mug shots, cell phone video have further decentered any shiny, polished version of a star. With older forms of media increasingly reorganising themselves according to the aesthetics and logic of new media forms (e.g., CNN featuring regular segments in which it focuses its network cameras upon a computer screen displaying the CNN website), we are only more prone to appreciate “low media” forms of star discourse—reports from fans on discussion boards, photos taken on cell phones—as valid components of the celebrity image. People and E.T. still attract millions, but they are rapidly ceding control of the celebrity industry to their ugly, offensive stepbrothers: TMZ, Us Weekly, and dozens of gossip blogs. Importantly, a publicist may be able to induce a blogger to cover their client, but they cannot convince him to drop a story: if TMZ doesn’t post it, then Perez Hilton certainly will. With TMZ unabashedly offering pay-outs to informants—including those in law enforcement and health care, despite recently passed legislation—a star is never safe. If he or she misbehaves, someone, professional or amateur, will provide coverage. Scandal becomes normalised, and, in so doing, can no longer really function as scandal as such; in an age of around-the-clock news cycles and celebrity-fixated journalism, the only truly scandalising event would be the complete absence of any scandalous reports. Or, as aesthetic theorist Jacques Ranciere puts it; “The complaint is then no longer that images conceal secrets which are no longer such to anyone, but, on the contrary, that they no longer hide anything” (22).These seemingly paradoxical involutions of post-modern celebrity epistemologies are at the core of the current crisis of celebrity, and, subsequently, of celebrities’s attempts to “take back their own paparazzi.” As one might expect, contemporary celebrities have attempted to counter these new logics and strategies of intrusion through a heightened commitment to disclosure, principally through the social networking capabilities of Twitter. Yet, as we will see, not only have the epistemological reorderings of postmodernist technoculture affected the logic of scandal/intrusion, but so too have they radically altered the workings of intrusion’s dialectical counterpart, disclosure.In the 1930s, when written letters were still the primary medium for intimate communication, stars would send lengthy “hand-written” letters to members of their fan club. Of course, such letters were generally not written by the stars themselves, but handwriting—and a star’s signature—signified authenticity. This ritualised process conferred an “aura” of authenticity upon the object of exchange precisely because of its static, recurring nature—exchange of fan mail was conventionally understood to be the primary medium for personal encounters with a celebrity. Within the overall political economy of the studio system, the medium of the hand-written letter functioned to unleash the productive power of authenticity, offering an illusion of communion which, in fact, served to underscore the gulf between the celebrity’s extraordinary nature and the ordinary lives of those who wrote to them. Yet the criterion and conventions through which celebrity personae were maintained were subject to change over time, as new communications technologies, new modes of Hollywood's industrial organization, and the changing realities of commercial media structures all combined to create a constantly moving ground upon which the celebrity tried to affix. The celebrity’s changing conditions are not unique to them alone; rather, they are a highly visible bellwether of changes which are more fundamentally occurring at all levels of culture and subjectivity. Indeed, more than seventy years ago, Walter Benjamin observed that when hand-made expressions of individuality were superseded by mechanical methods of production, aesthetic criteria (among other things) also underwent change, rendering notions of authenticity increasingly indeterminate.Such is the case that in today’s world, hand-written letters seem more contrived or disingenuous than Danny DeVito’s inaugural post to his Twitter account: “I just joined Twitter! I don't really get this site or how it works. My nuts are on fire.” The performative gesture in DeVito’s tweet is eminently clear, just as the semantic value is patently false: clearly DeVito understands “this site,” as he has successfully used it to extend his irreverent funny-little-man persona to the new medium. While the truth claims of his Tweet may be false, its functional purpose—both effacing and reifying the extraordinary/ordinary distinction of celebrity and maintaining DeVito’s celebrity personality as one with which people might identify—is nevertheless seemingly intact, and thus mirrors the instrumental value of celebrity disclosure as performed in older media forms. Twitter and Contemporary TechnocultureFor these reasons and more, considered within the larger context of contemporary popular culture, celebrity tweeting has been equated with the assertion of the authentic celebrity voice; celebrity tweets are regularly cited in newspaper articles and blogs as “official” statements from the celebrity him/herself. With so many mediated voices attempting to “speak” the meaning of the star, the Twitter account emerges as the privileged channel to the star him/herself. Yet the seemingly easy discursive associations of Twitter and authenticity are in fact ideological acts par excellence, as fixations on the indexical truth-value of Twitter are not merely missing the point, but actively distracting from the real issues surrounding the unsteady discursive construction of contemporary celebrity and the “celebretification” of contemporary subjectivity writ large. In other words, while it is taken as axiomatic that the “message” of celebrity Twittering is, as Henry Jenkins suggests, “Here I Am,” this outward epistemological certainty veils the deeply unstable nature of celebrity—and by extension, subjectivity itself—in our networked society.If we understand the relationship between publicity and technoculture to work as Zizek-inspired cultural theorist Jodi Dean suggests, then technologies “believe for us, accessing information even if we cannot” (40), such that technology itself is enlisted to serve the function of ideology, the process by which a culture naturalises itself and attempts to render the notion of totality coherent. For Dean, the psycho-ideological reality of contemporary culture is predicated upon the notion of an ever-elusive “secret,” which promises to reveal us all as part of a unitary public. The reality—that there is no such cohesive collective body—is obscured in the secret’s mystifying function which renders as “a contingent gap what is really the fact of the fundamental split, antagonism, and rupture of politics” (40). Under the ascendancy of the technoculture—Dean's term for the technologically mediated landscape of contemporary communicative capitalism—subjectivity becomes interpellated along an axis blind to the secret of this fundamental rupture. The two interwoven poles of this axis are not unlike structuralist film critics' dialectically intertwined accounts of the scopophilia and scopophobia of viewing relations, simply enlarged from the limited realm of the gaze to encompass the entire range of subjectivity. As such, the conspiratorial mindset is that mode of desire, of lack, which attempts to attain the “secret,” while the celebrity subject is that element of excess without which desire is unthinkable. As one might expect, the paparazzi and gossip sites’s strategies of intrusion have historically operated primarily through the conspiratorial mindset, with endless conjecture about what is “really happening” behind the scenes. Under the intrusive/conspiratorial paradigm, the authentic celebrity subject is always just out of reach—a chance sighting only serves to reinscribe the need for the next encounter where, it is believed, all will become known. Under such conditions, the conspiratorial mindset of the paparazzi is put into overdrive: because the star can never be “fully” known, there can never be enough information about a star, therefore, more information is always needed. Against this relentless intrusion, the celebrity—whose discursive stability, given the constant imperative for newness in commercial culture, is always in danger—risks a semiotic liquidation that will totally displace his celebrity status as such. Disclosure, e.g. Tweeting, emerges as a possible corrective to the endlessly associative logic of the paparazzi’s conspiratorial indset. In other words, through Twitter, the celebrity seeks to arrest meaning—fixing it in place around their own seemingly coherent narrativisation. The publicist’s new task, then, is to convincingly counter such unsanctioned, intrusive, surveillance-based discourse. Stars continue to give interviews, of course, and many regularly pose as “authors” of their own homepages and blogs. Yet as posited above, Twitter has emerged as the most salient means of generating “authentic” celebrity disclosure, simultaneously countering the efforts of the papparazzi, fan mags, and gossip blogs to complicate or rewrite the meaning of the star. The star uses the account—verified, by Twitter, as the “real” star—both as a means to disclose their true interior state of being and to counter erastz narratives circulating about them. Twitter’s appeal for both celebrities and their followers comes from the ostensible spontaneity of the tweets, as the seemingly unrehearsed quality of the communiqués lends the form an immediacy and casualness unmatched by blogs or official websites; the semantic informality typically employed in the medium obscures their larger professional significance for celebrity tweeters. While Twitter’s air of extemporary intimacy is also offered by other social networking platforms, such as MySpace or Facebook, the latter’s opportunities for public feedback (via wall-posts and the like) works counter to the tight image control offered by Twitter’s broadcast-esque model. Additionally, because of the uncertain nature of the tweet release cycle—has Ashton Kutcher sent a new tweet yet?—the voyeuristic nature of the tweet disclosure (with its real-time nature offering a level of synchronic intimacy that letters never could have matched), and the semantically displaced nature of the medium, it is a form of disclosure perfectly attuned to the conspiratorial mindset of the technoculture. As mentioned above, however, the conspiratorial mindset is an unstable subjectivity, insofar as it only exists through a constant oscillation with its twin, the celebrity subjectivity. While we can understand that, for the celebrities, Twitter functions by allowing them a mode for disclosive/celebrity subjectivisation, we have not yet seen how the celebrity itself is rendered conspiratorial through Twitter. Similarly, only the conspiratorial mode of the follower’s subjectivity has thus far been enumerated; the moment of the follower's celebrtification has so far gone unmentioned. Since we have seen that the celebrity function of Twitter is not really about discourse per se, we should instead understand that the ideological value of Twitter comes from the act of tweeting itself, of finding pleasure in being engaged in a techno-social system in which one's participation is recognised. Recognition and participation should be qualified, though, as it is not the fully active type of participation one might expect in say, the electoral politics of a representative democracy. Instead, it is a participation in a sort of epistemological viewing relations, or, as Jodi Dean describes it, “that we understand ourselves as known is what makes us think there is that there is a public that knows us” (122). The fans’ recognition by the celebrity—the way in which they understood themselves as known by the star was once the receipt of a hand-signed letter (and a latent expectation that the celebrity had read the fan’s initial letter); such an exchange conferred to the fan a momentary sense of participation in the celebrity's extraordinary aura. Under Twitter, however, such an exchange does not occur, as that feeling of one-to-one interaction is absent; simply by looking elsewhere on the screen, one can confirm that a celebrity's tweet was received by two million other individuals. The closest a fan can come to that older modality of recognition is by sending a message to the celebrity that the celebrity then “re-tweets” to his broader following. Beyond the obvious levels of technological estrangement involved in such recognition is the fact that the identity of the re-tweeted fan will not be known by the celebrity’s other two million followers. That sense of sharing in the celebrity’s extraordinary aura is altered by an awareness that the very act of recognition largely entails performing one’s relative anonymity in front of the other wholly anonymous followers. As the associative, conspiratorial mindset of the star endlessly searches for fodder through which to maintain its image, fans allow what was previously a personal moment of recognition to be transformed into a public one. That is, the conditions through which one realises one’s personal subjectivity are, in fact, themselves becoming remade according to the logic of celebrity, in which priority is given to the simple fact of visibility over that of the actual object made visible. Against such an opaque cultural transformation, the recent rise of reactionary libertarianism and anti-collectivist sentiment is hardly surprising. ReferencesBaudrillard, Jean. Simulacra and Simulation. Ann Arbor: Michigan UP, 1994.Benjamin, Walter. Illuminations. New York: Harcourt, Brace and World, 1968. Dean, Jodi. Publicity’s Secret: How Technoculture Capitalizes on Democracy. Ithaca: Cornell UP, 2003. DeCordova, Richard. Picture Personalities: The Emergence of the Star System in America. Urbana: University of Illinois Press, 1990. Jenkins, Henry. “The Message of Twitter: ‘Here It Is’ and ‘Here I Am.’” Confessions of an Aca-Fan. 23 Aug. 2009. 15 Sep. 2009 < http://henryjenkins.org/2009/08/the_message_of_twitter.html >.Lyotard, Jean-Francois. The Postmodern Condition: A Report on Knowledge. Minneapolis: Minnesota UP, 1984.Ranciere, Jacques. The Future of the Image. New York: Verso, 2007.

Introduction Burning Man (BM) is a festival of art and music that materialises for one week each year in the Nevada desert. It is considered by many to be the world’s largest countercultural event. But what is BM, really? With record attendance of 69,613 in 2013 (Griffith) (the original event in 1986 had twenty), and recent event themes that have engaged with mainstream political themes such as “Green Man” (2007) and “American Dream” (2008), can BM still be considered countercultural? Was it ever? In the first part of this article, we define counterculture as a subculture that originates in the hippie movement of 1960s America and the rejection of “mainstream” values associated with post-WWII industrial culture, that aligns itself with environmentalism and ecological consciousness, and that is distinctly anti-consumer (Roszak, Making). Second, we identify BM as an art and music festival that transcends the event to travel with its desert denizens out into the “real world.” In this way, it is also a festival that has countercultural connections. Third, though BM bears some resemblance to counterculture, given that it is founded upon “Radical Self-Reliance”, BM is actually anything but countercultural because it interlocks with the current socioeconomic zeitgeist of neoliberalism, and that reflects a “new individualism” (Elliot & Lemert). BM’s ambition to be a commercial-free zone runs aground against its entanglement with market relations, and BM is also arguably a consumer space. Finally, neoliberal ideology and “new individualism” are encoded in the space of BM at the level of the spectacle (Debord). The Uchronian’s structure from BM 2006 (a cavernous wooden construction nicknamed the “Belgian Waffle”) could be read as one example. However, opportunities for personal transformation and transcendent experience may persist as counterculture moves into a global age. Defining Counterculture To talk about BM as a counterculture, we must first define counterculture. Hebdige provided a useful distinction between subculture and counterculture in an endnote to a discussion of Teds versus Rockers (148). According to Hebdige, what distinguishes counterculture from mere subculture and related styles is its association with a specific era (1967–70), that its adherents tended to hail from educated, middle-class families, and that it is “explicitly political and ideological” and thus more easily “read” by the dominant powers. Finally, it opposes the dominant culture. Counterculture has its roots in “the hippies, the flower children, the yippies” of the 60s. However, perhaps Hebdige’s definition is too narrow; it is more of an instance of counterculture than a definition. A more general definition of counterculture might be a subculture that rejects “mainstream” values, and examples of this have existed throughout time. For example, we might include the 19th century Romantics with their rejection of the Enlightenment and distrust of capitalism (Roszak 1972), or the Beat generation and post-War America (Miller). Perhaps counterculture even requires one to be a criminal: the prominent Beat writer William S. Burroughs shot guns and heroin, was a homosexual, and accidentally shot and killed his wife in a drug haze (Severo). All of these are examples of subcultures that rejected or opposed the mainstream values of the time. But it was Roszak (Making) who originally defined counterculture as the hippie movement of 1960s era college-aged middle-class American youth who revolted against the values and society inherited not only from their parents, but from the “military-industrial complex” itself, which “quite simply was the American political system” (3). Indeed, the 1960s counterculture—what the term “counterculture” has more generally come to mean—was perhaps the most radical expression of humanity ever in its ontological overthrow of industrial culture and all that it implied (and also, Roszak speculates, in so much that it may have been an experiment gone wrong on the part of the American establishment): The Communist and Socialist Left had always been as committed to industrialism as their capitalist foes, never questioning it as an inevitable historical stage. From this viewpoint, all that needed to be debated was the ownership and control of the system. But here was a dissenting movement that yearned for an entirely different quality of life. It was not simply calling the political superstructure into question; with precocious ecological insight, it was challenging the culture of industrial cities on which that superstructure stood. And more troubling still, there were those among the dissenters who questioned the very sanity of that culture. These psychic disaffiliates took off in search of altered states of consciousness that might generate altered states of society. (8) For the purposes of this paper, then, counterculture refers specifically to those cultures that find their roots in the hippie movement of the late 1960s. I embrace both Roszak’s and Hebdige’s definitions of counterculture because they define it as a unique reaction of post-WWII American youth against industrial culture and a rejection of the accompanying values of home, marriage and career. Instead, counterculture embraced ecological awareness, rejected consumption, and even directed itself toward mystical altered states. In the case of the espoused ecological consciousness, that blossomed into the contemporary (increasingly mainstream) environmental movement toward “green” energy. In the case of counterculture, the specific instance really is the definition in this case because the response of postwar youth was so strong and idiosyncratic, and there is overlap between counterculture and the BM community. So what is Burning Man? Defining Burning Man According to the event’s website: Burning Man is an annual event and a thriving year-round culture. The event takes place the week leading up to and including Labor Day, in Nevada’s Black Rock Desert. The Burning Man organization […] creates the infrastructure of Black Rock City, wherein attendees (or “participants”) dedicate themselves to the spirit of community, art, self-expression, and self-reliance. They depart one week later, leaving no trace […] Outside the event, Burning Man’s vibrant year-round culture is growing through the non-profit Burning Man Project, including worldwide Regional Groups and associated non-profits who embody Burning Man’s ethos out in the world. (“What is Burning Man?”) I interpret BM as a massive art festival and party that materialises in the desert once a year to produce one of the largest cities in Nevada, but one with increasingly global reach in which the participants feel compelled to carry the ethos forward into their everyday lives. It is also an event with an increasing number of “regional burns” (Taylor) that have emerged as offshoots of the original. Creator Larry Harvey originally conceived of burning the effigy of a man on San Francisco’s Baker Beach in 1986 in honor of the solstice (“Burning Man Timeline”). Twenty people attended the first BM. That figure rapidly rose to 800 by 1990 when for legal reasons it became necessary to relocate to the remote Black Rock desert in Nevada, the largest expanse of flat land in the United States. In the early 90s, when BM had newly relocated and attendees numbered in the low thousands, it was not uncommon for participants to mix drugs, booze, speeding cars and firearms (Bonin) (reminiscent of the outlaw associations of counterculture). As the Internet became popular in the mid-1990s word spread quickly, leading to a surge in the population. By the early 2000s attendance regularly numbered in the tens of thousands and BM had become a global phenomenon. In 2014 the festival turned 28, but it had already been a corporation for nearly two decades before transitioning to a non-profit (“Burning Man Transitions”). Burning Man as Countercultural Event BM has connections to the counterculture, though the organisation is quick to dispel these connections as myths (“Media Myths”). For example, in response to the notion that BM is a “90s Woodstock”, the organisers point out that BM is for all ages and not a concert. Rather, it is a “noncommercial environment” where the participants come to entertain each other, and thus it is “not limited by the conventions of any subculture.” The idea that BM is a “hippie” festival is also a myth, but one with some truth to it: Hippies helped create environmental ethics, founded communes, wore colorful clothing, courted mysticism, and distrusted the modern industrial economy. In some ways, this counterculture bears a resemblance to aspects of Burning Man. Hippie society was also a youth movement that often revolved around drugs, music, and checks from home. Burning Man is about “radical self-reliance”–it is not a youth movement, and it is definitely not a subculture (“Media Myths”). There are some familiar aspects of counterculture here, particularly environmental consciousness, anti-consumer tendencies and mysticism. Yet, looking at the high attendance numbers and the progression of themes in recent years one might speculate that BM is no longer as countercultural as it once was. For instance, psychedelic themes such as “Vault of Heaven” (2004) and “Psyche” (2005) gave way to “The Green Man” (2007) and “American Dream” (2008). Although “Green Man” was an environmental theme it debuted the year after Vice President Al Gore’s “An Inconvenient Truth” (2006) brought the issue of climate change to a mainstream audience. Indeed, as a global, leaderless event with a strong participatory ethos in many respects BM followed suit with the business world, particularly given it was a Limited Liability Corporation (LLC) for many years (though it was ahead of the curve): “Capitalism has learned from the counter culture. But this is not news” (Rojek 355). Similarly, just in time for the 2008 U.S. Presidential election the organisational committee decided to juxtapose “the Man” with the American flag. Therefore, there has been an arguable shift toward engagement with mainstream issues and politics in recent years (and away from mysticism). Recent themes are really re-appropriations of mainstream discourses; hence they are “agonistic” readings (Mouffe). Take for example the VoterDrive Bus, an early example of political talk at BM that engaged with mainstream politics. The driver was seven-time BM veteran Corey Mervis (also known as “Misty Mocracy”) (“Jack Rabbit Speaks”). Beginning on 22 July 2004, the VoterDrive Bus wrote the word VOTE in script across the continental United States in the months before the election, stopping in the Black Rock City (BRC) for one week during the BM festival. Four years later the theme “American Dream” would reflect this countercultural re-appropriation of mainstream political themes in the final months leading up to the 2008 Presidential election. In that year, “the Man,” a massive wooden effigy that burns on the last night of the event, stood atop a platform of windows, each inscribed with the flag of a different country. “American Dream” was as politically as it was poetically inspired. Note the agonistic appeal: “This year's art theme is about patriotism—not that kind which freights the nation state with the collective weight of ego, but a patriotism that is based upon a love of country and culture. Leave ideology at home…Ask yourself, instead…What can postmodern America, this stumbling, roused, half-conscious giant, yet give to the world?” (“2008 Art Theme: American Dream”). BM has arguably retained its countercultural authenticity despite engagement with mainstream political themes by virtue of such agonistic appeals to “American Dream”, and to “Green Man” which promoted environmental awareness, and which after all started out in the counterculture. I attended BM twice in 2006 and 2007 with “The Zombie Hotel”, one among a thousand camps in the BRC, Nevada (oddly, there were numerous zombie-themed camps). The last year I attended, the festival seemed to have come of age, and 2007 was the first in its history that BM invited corporate presence in the form of green energy companies (and informational kiosks, courtesy of Google) (Taylor). Midway through the week, as I stumbled through the haphazard common area that was The Zombie Hotel hiding from the infernal heat of the desert sun, two twin fighter jets, their paths intertwining, disturbed the sanctity of the clear, blue afternoon sky followed by a collective roar from the city. One can imagine my dismay at rumours that the fighter jets—which I had initially assumed to be some sort of military reconnaissance—were in fact hired by the BM Organizational Committee to trace the event’s symbol in the sky. Speculation would later abound on Tribe.net (“What was up with the fighter jets?”). What had BM become after all? Figure 1: Misty Mocracy & the VoterDrive Bus. Photo: Erick Leskinen (2004). Reproduced with permission. “Radical Self-Reliance”, Neoliberalism and the “New Individualism” Despite overlap with elements of counterculture, there is something quite normative about BM from the standpoint of ideology, and thus “mainstream” in the sense of favouring values associated with what Roszak calls “industrial society”, namely consumption and capitalist labor relations. To understand this, let us examine “The Ten Principles of BM”. These include: Radical Inclusion, Gifting, Decommodification, Radical Self-Reliance, Radical Self-Expression, Communal Effort, Civic Responsibility, Leaving No Trace, Participation and Immediacy (“Ten Principles of Burning Man”). These categories speak to BM’s strong connection to the counterculture. For example, “Decommodification” is a rejection of consumerism in favour of a culture of giving; “Immediacy” rejects mediation, and “Participation” stresses transformative change. Many of these categories also evoke political agonism, for example “Radical Inclusion” requires that “anyone may be a part of Burning Man”, and “Radical Self-Expression”, which suggests that no one other than the gift-giver can determine the content of the message. Finally, there are categories that also engage with concepts associated with traditional civil society and democracy, such as “Civic Responsibility”, which refers to the “public welfare”, “Participation”, and “Communal Effort.” Though at first it may seem to connect with countercultural values, upon closer inspection “Radical Self-Reliance” aligns BM with the larger socioeconomic zeitgeist under late-capitalism, subverting its message of “Decommodification.” Here is what it says: “Burning Man encourages the individual to discover, exercise and rely on his or her inner resources.” That message is transformative, even mystical, but it aligns well with a neoliberal ideology and uncertain labor relations under late capitalism. Indeed, Elliot and Lemert explore the psychological impact of a “new individualism”, setting the self in opposition to the incoming forces of globalisation. They address the question of how individuals respond to globalisation, perhaps pathologically. Elliot and Lemert clarify the socio-psychological ramifications of economic fragmentation. They envision this as inextricably caught up with the erosion of personal identity and the necessity to please “self-absorbed others” in a multiplicity of incommensurate realities (20, 21). Individuals are not merely atomised socially but fragmented psychologically, while at the macroscopic level privatisation of the economy spawns this colonisation of the personal Lifeworld, as social things move into the realm of individualised dilemmas (42). It is interesting to note how BM’s principles (in particular “Radical Self-Reliance”) evoke this fracturing of identity as identities and realities multiply in the BRC. Furthermore, the spectre of neoliberal labour conditions on “the Playa” kicks down the door for consumer culture’s entrée. Consumer society “technicises” the project of the self as a series of problems having consumer solutions with reference to expert advice (Slater 86), BM provides that solution in the form of a transformative experience through “Participation”, and acolytes of the BM festival can be said to be deeply invested in the “experience economy” (Pine & Gilmore): “We believe that transformative change, whether in the individual or in society, can occur only through the medium of deeply personal participation” (“Ten Principles”). Yet, while BM rejects consumption as part of “Decommodification”, the event has become something of a playground for new technological elites (with a taste for pink fur and glow tape rather than wine and cheese) with some camps charging as much as US $25,000 in fees per person for the week (most charge $300) (Bilton). BM is gentrifying, or as veteran attendee Tyler Hanson put it, “Burning Man is no longer a counterculture revolution. It’s now become a mirror of society” (quoted in Bilton). Neoliberalism and “new individualism” are all around at BM, and a reading of space and spectacle in the Uchronian structure reveals this encoding. Figure 2: “Message Out of the Future by Night” (also known as “the Belgian Waffle). Photo: Laurent Chavanne (2006). Reproduced with permission. “Long Gone Hippies” Republican tax reformist Grover Norquist made his way to BM for the first time this year, joining the tech elites. He subsequently proclaimed that America had a lot to learn from BM: “The story of Burning Man is one of radical self-reliance” (Norquist). As the population of the BRC surges toward seventy thousand, it may be difficult to call BM a countercultural event any longer. Given parallels between the BM ethos and neoliberal market relations and a “new individualism”, it is hard to deny that BM is deeply intertwined with counterposing forces of globalisation. However, if you ask the participants (and Norquist) they will have a different story: After you buy your ticket to Burning Man to help pay for the infrastructure, and after you pay for your own transportation, food and water, and if you optionally decide to pay to join a camp that provides some services THEN you never have to take your wallet out while at Burning Man. Folks share food, massages, alcohol, swimming pools, trampolines, many experiences. The expenses that occur prior to the festival are very reasonable and it is wonderful to walk around free from shopping or purchasing. Pockets are unnecessary. So are clothes. (Alex & Allyson Grey) Consumerism is a means to an end in an environment where the meanings of civic participation and “giving back” to the counterculture take many forms. Moreover, Thornton argued that the varied definitions of what is “mainstream” among subcultures point more to a complex and multifaceted landscape of subculture than to any coherent agreement as to what “mainstream” actually means (101), and so perhaps our entire discussion of the counterculture/mainstream binary is moot. Perhaps there is something yet to be salvaged in the spaces of participation at BM, some agonistic activity to be harnessed. The fluid spaces of the desert are the loci of community action. Jan Kriekels, founder of the Uchronia Community, holds out some hope. The Belgian based art collective hauled 150 kilometres of lumber to the BRC in the summer of 2006 to construct a freestanding, cavernous structure with a floor space of 60 by 30 metres at its center and a height of 15 metres (they promised a reforestation of the equivalent amount of trees) (Figure 1). “Don’t mistake us for long gone hippies in the desert”, wrote Kriekels in Message Out of the Future: Uchronia Community, “we are trying to build a bridge between materialism and spiritualism” (102). The Uchronians announced themselves as not only desert nomads but nomads in time (“U” signifying “nothing” and “chronos” or “time”), their time-traveller personas designed to subvert commodification, their mysterious structure (nicknamed the “Belgian Waffle” by the burners, a painful misnomer in the eyes of the Uchronians) evoking a sense of timelessness. I remember standing within that “cathedral-like” (60) structure and feeling exhilarated and lonely and cold all at once for the chill of the desert at night, and later, much later, away from the Playa in conversations with a friend we recalled Guy Debord’s “Thesis 30”: “The spectator feels at home nowhere, for the spectacle is everywhere.” The message of the Uchronians provokes a comparison with Virilio’s conceptualisations of “world time” and “simultaneity” that emerge from globalisation and digital technologies (13), part of the rise of a “globalitarianism” (15)—“world time (‘live’) takes over from the ancient, immemorial supremacy of the local time of regions” (113). A fragmented sense of time, after all, accompanies unstable labour conditions in the 21st century. Still, I hold out hope for the “resistance” inherent in counterculture as it fosters humanity’s “bothersomely unfulfilled potentialities” (Roszak, Making 16). I wonder in closing if I have damaged the trust of burners in attempting to write about what is a transcendent experience for many. It may be argued that the space of the BRC is not merely a spectacle—rather, it contains the urban “forests of gestures” (de Certeau 102). These are the secret perambulations—physical and mental—at risk of betrayal. References An Inconvenient Truth. Dir. Davis Guggenheim. Perf. Al Gore. Paramount Pictures, 2006. Bilton, Nick. “At Burning Man, the Tech Elite One-Up One Another.” The New York Times: Fashion & Style, 20 Aug. 2014. 10 Oct. 2014 ‹http://www.nytimes.com/2014/08/21/fashion/at-burning-man-the-tech-elite-one-up-one-another.html› “Burning Man Timeline.” Burningman. 10 Oct. 2014 ‹http://burningman.org/timeline/›. “Burning Man Transitions to Non-Profit Organization.” Burningman 3 Mar. 2014. 10 Oct. 2014 ‹http://blog.burningman.com/2014/03/news/burning-man-transitions-to-non-profit-organization/›. De Bord, Guy. The Society of the Spectacle. 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