Journal articles on the topic 'Same-sex attracted youth'

AbstractBeginning with a discussion of current legislation in Australia around inclusion, this paper highlights recent research into the school experience of Same Sex Attracted Youth (SSAY), including the issues faced by students, and the negative outcomes of such experiences. The school experiences of SSAY youth is positioned within a social justice framework. The critical role that school counsellors can play in determining school culture is examined. The role of a school counsellor as part of a pastoral care team within school management is also highlighted. Factors that may influence a more supportive and inclusive school culture are discussed.

Same-sex attracted youths comprise 10% to 11% of the secondary school population although not all of those who experience same-sex attraction will adopt a gay, lesbian, transgender or transsexual lifestyle. Most, if not all, will experience homophobia in one or more of its forms. Many of these young people will cope well with the heterocentric attitudes and prejudices prevalent in secondary schools and the wider community and make the transition into adulthood having learned how to mask their sexual preferences or develop effective coping mechanisms to deal with homophobia. Some will succumb to the pressures they experience and seek less ideal solutions that include drug use and promiscuity. Some will take their own lives. This article draws attention to the complications of same-sex attraction and argues for a school and community response that recognises and appreciates the positive contributions that diversity of sexual preference brings to any community.

Sexual exchanges between men in modernizing Russia can be a window on the comparatively unexplored problem of Russian masculinities. Traditional forms of mutual male intimacy occurred within the patriarchal structures of gentry and merchant households, workshops and bathhouses. Arteli of peasant bathhouse attendants engaged in “sodomy” with clients, observing customary work practices (zemliachestvo, krugovaia poruka). By the 1890s an urban sexual marketplace characterized Russia's male homosexual subculture. Sexually knowing youths and men systematically offered sex for cash to “pederasts”, or tetki, who were perceived as predominantly attracted to men. After 1917, Bolsheviks evaluated same-sex love not through a single prism but by class and national contexts. Russia's male homosexual subculture was mistrusted in part because it was a clandestine sexual market, creating suspicious dependency relationships and threatening the “purity” of “innocent” young men.

Studies consistently find lesbian, gay, bisexual, and questioning youth are more likely than other youth to experience discrimination, fear for their safety, and be victimized at school. We argue that same-sex attracted youth may be more likely to both carry weapons and to brandish those weapons as coping mechanisms in response to the strain of real or perceived mistreatment school. Using data from the National Longitudinal Study of Adolescent to Adult Health (Wave 1, 1994–1995), we examine the relationships between same-sex attraction, fear, victimization, weapon carrying, and weapon brandishing at school. We find that same-sex attracted youth are significantly more likely than other youth to carry a weapon to school, and to brandish the weapon in front of peers. Consistent with general strain explanations, victimization, discrimination, and fear mediate the association between sexual minority status and both outcomes. We discuss the implications of these patterns for primary prevention interventions.

As a former teacher and current researcher, I have personally heard as well as read about many different reasons why homosexuality, bisexuality, and, more generally, sexuality other than heterosexuality should not be discussed in the classroom. There is the argument that sexuality is the domain of the parent, not the teacher, and about the numerous religions that do not condone homo/bisexuality. I have read about teachers’ sense of discomfort with discussing sexuality and sexual orientation. Most frequently, I have come up against the argument that students are not certain of their sexual orientation until adulthood, that teaching about the range of sexualities might confuse ‘impressionable’ adolescents and that there are ‘no gay students in my class’ so such education is unnecessary. Contrary to this last point, research with same-sex attracted (SSA) adolescents has shown that they are first aware of their attractions to members of the same sex as early as 10 years of age (D’Augelli, Pilkington, and Hershberger) and begin to feel concrete about their sexual orientation between the ages of 14 and 16 years old (Rosario, et al.). As far as numbers of young people who are attracted to members of the same sex, recent research using random samples of secondary-school aged students has placed percentages between 2.5% (Garofalo, et al.) and 6.3% (Smith, Lindsay, and Rosenthal). However, as Savin-Williams points out, ‘the vast majority of youths who will eventually identify themselves as lesbian, bisexual or gay seldom embrace this socially ostracized label during adolescence…’, leading to speculation that reported percentages of SSA young people are actually conservative estimates rather than true figures (Savin-Williams 262). To date, no research has shown that adolescents have become homosexual because they were exposed to homosexuality as a topic within the school curriculum. In fact, it is quite the opposite, with many SSA students coming to terms with their homo/bisexuality despite it being pathologised within the curriculum and punishable by sanctioned victimisation within the school environment. The fact that heterosexuality is ‘policed’ and reinforced with the school context is not surprising. In his History of Sexuality, Volume 1, Foucault writes about sexuality as a locus of social control and points out that throughout history individual’s sexual thoughts, beliefs, and, ultimately, actions have been impacted by socially constructed sexual norms. Educational sociologists have taken this idea into the classroom, viewing heterosexuality as a part of the ‘hidden curriculum’, the social norms that students learn without them being part of the formal lesson (Plummer). In this sense, heterosexuality becomes part of students’ unspoken and assumed identity in the classroom and, because of socially sanctioned homophobia/heterosexism, being heterosexual becomes a form of cultural and social capital. In line with some teachers’ reluctance to discuss homo/bisexuality in the classroom are their attitudes toward homosexuality. A number of studies have highlighted the homophobic attitudes of pre-service teachers, primary and secondary school teachers, and counsellor trainees as well as their reluctance and discomfort with discussing homo/bisexuality in the classroom (Sears; Warwick, Aggleton, and Douglas; Barrett and McWhirter; Cahill and Adams). These negative attitudes can manifest themselves in a variety of ways detrimental to SSA students, from simply avoiding homosexual topics or issues to discussing these issues or topics in a negative manner. Recent research with same-sex attracted secondary school students spoke to this trend. When asked about ways in which homosexuality was discussed in the classroom, three main points were consistently raised: sexuality which is not heterosexuality is presented in a reduced form (i.e., male homosexuality); homosexuality is pathologised as either a mental illness or a precursor to infection; and, teachers exhibited prejudice against non-heterosexual sexualities that would not be tolerated in the instance of a racial or gender issue (Ellis and High, 221-2). Research in this area has also investigated the attitudes of secondary school students toward homosexuality, with results showing high levels of homophobia and strict gender role beliefs (Van de Ven; Price; Smith; Hillier; Thurlow); however, recent research has shown some improvement in students’ attitudes (Smith, et al.). Knowing what we know about the ways in which homosexuality is presented within the school setting (or in many cases simply not presented), coupled with the attitudes of the school community members toward homosexuality and gender roles, as reflective of societal norms, it is not surprising these sentiments manifest themselves in the form of victimisation for SSA students and students who are perceived to be SSA. While the ‘hidden curriculum’ reinforces heterosexuality as a covert form of victimisation, overt forms of victimisation of SSA students occur with alarming regularity. Research has highlighted stories of SSA students’ experiences of verbal and physical abuse, property damage, and social isolation within the school setting with a common theme being a lack of intervention on the part of the adult school staff (Jordan, Vaughan, and Woodworth; Flowers and Buston; Kosciw and Cullen). A good deal of research has positioned SSA young people as ‘at-risk’, using data which places heterosexual-identifying adolescents as a ‘control group’ and citing elevated drug and alcohol use, suicide attempts/ideation, and risky sexual practices among the population of SSA young people. This type of research problematises the SSA young people themselves, rather than the environments which they are subject to and the harassment they may be experiencing therein. A far smaller body of research has examined correlates of victimisation for SSA students, the results being exactly what one would expect. At-school victimisation of SSA students has been positively correlated with general risk outcomes such as negative mental health effects (D’Augelli, Pilkington and Hershberger; Rivers), drug and alcohol abuse, and suicide attempts (Bontempo and D’Augelli). Smaller still is the body of research that examines school-related outcomes for SSA students. Victimisation of these students has been positively correlated with their frequency of missed school days as a result of personal safety fears (Bontempo and D’Augelli) as well as their reported academic outcomes and educational aspirations (Kosciw). In light of the body of literature on how SSA students experience the school environment, a logical path seems to emerge. Societal norms surrounding sexuality contribute to adult school staff members’ attitudes toward homosexuality. These norms, coupled with the palpable attitudes of staff, effect the overall tenor of the school environment toward homosexuality which, in turn, contributes to students’ attitudes toward homosexuality. The sentiments of students and staff undoubtedly have a significant impact on how or if sexuality is discussed within the classroom, victimisation of SSA students, and whether or not this victimisation is punished or ignored by staff members. Consequently, victimisation of SSA students has been found to be correlated with both general risk outcomes as well as decreased academic outcomes. Clearly there is cause for concern. If SSA students are more likely to report decreased school outcomes and higher risk behaviours the more they report being victimised within the school setting, then the solution seems rather obvious – protect SSA students from incidences of at-school victimisation. Without doing so, schools are allowing an inequitable school experience for SSA students and students who are perceived to be SSA as well as breaching their classroom duty of care. That said, adolescents cannot be told simply to stop ‘teasing gay kids’. Instead, a school culture must be created wherein homophobia is not tolerated, and heterosexism is recognised as such and the power it has over individual’s thoughts and actions is brought to light. Towards that end, lesbian, gay, bisexual, and transgender topics, issues, and historical/prominent figures must be discussed in the classroom and the historical discrimination of SSA persons should be taught in the same way that racial/ethnic histories of discrimination are part of the curriculum. Through education, homophobia can begin to be viewed in the same way as racism and religious discrimination are viewed – as ignorant and entirely unacceptable. Perhaps this sounds like some gay utopian dream, but I believe that at a future date society will progress to this level and that education is fundamental to the process. By silencing sexualities, educators are marginalising and disenfranching a definite population of their SSA students, not to mention the effects this has on students who have SSA family members or friends. Teachers are uncomfortable discussing homosexuality in the classroom? I am uncomfortable with SSA students missing school because they are afraid, leaving school early because they do not feel that they belong, and reporting decreased marks and lowered aspirations for tertiary education. Silencing (homo)sexualities is a bad idea, not only for SSA persons but for any society which has illusions of being civilised, modernised, or unified. References Barrett, Kathleen, and Benedict McWhirter. “Counselor Trainees Perceptions of Clients Based on Client Sexual Orientation.” Counselor Education and Supervision 41.3 (2002): 219-30. Bontempo, Daniel, and Anthony D’Augelli. “Effects of at-School Vicitimization and Sexual Orientation on Lesbian, Gay, or Bisexual Youths’ Health Risk Behavior.” Journal of Adolescent Health 30 (2002): 364-74. Cahill, Betsy, and Eve Adams. “An Exploratory Study of Early Childhood Teachers’ Attitudes toward Gender Roles.” Sex Roles 36.7/8 (1997): 517-29. D’Augelli, Anthony, Neil Pilkington, and Scott Hershberger. “Incidence and Mental Health Impact of Sexual Orientation Victimization of Lesbian, Gay, and Bisexual Youths in High School.” School Psychology Quarterly 17.2 (2002): 148-160. Ellis, Viv, and Sue High. “Something More to Tell You: Gay, Lesbian or Bisexual Young People’s Experiences of Secondary Schooling.” British Educational Research Journal 30.2 (2004): 213-25. Flowers, Paul, and Kate Buston. “‘I Was Terrified of Being Different’: Exploring Gay Men’s Accounts of Growing Up in a Heterosexist Society.” Journal of Adolescence 24 (2001): 51-65. Foucault, Michel. The History of Sexuality, Volume 1: An Introduction. New York: Pantheon Books, 1978. Garofalo, Robert, et al. “The Association between Health Risk Behaviors and Sexual Orientation among a School-Based Sample of Adolescents.” Pediatrics 101.5 (1998): 895-903. Hillier, Lynne. “Lesbian, Gay, Bisexual, Unsure: The Rural Eleven Percent.” Health in Difference: Proceedings of the First National Lesbian, Gay, Transgender and Bisexual Health Conference, 3-5 October 1996. Ed. Anthony Smith. Sydney: Australian Centre for Lesbian and Gay Research, 1997. 90-94. Jordan, K, J Vaughan, and K Woodworth. “I Will Survive: Lesbian, Gay, and Bisexual Youths’ Experience of High School.” School Experiences of Gay and Lesbian Youth: The Invisible Minority. Ed. M Harris. Binghamton: The Harrington Park Press, 1997. Kosciw, J. The 2003 National School Climate Survey: The School-Related Experiences of Our Nation’s Lesbian, Gay, Bisexual and Transgender Youth. New York: GLSEN, 2004. Kosciw, J, and M Cullen. The 2001 National School Climate Survey: The School-Related Experiences of Our Nation’s, Lesbian, Gay, Bisexual and Transgender Youth. New York: GLSEN, 2002. Plummer, Ken. “Lesbian and Gay Youth in England.” Gay and Lesbian Youth. Ed. G Herdt. New York: Harrington Park Press, 1989. 195-216. Price, James. “High School Students’ Attitudes toward Homosexuality.” Journal of School Health 52 (1982): 469-74. Rivers, Ian. “Long-Term Consequences of Bullying.” Issues in Therapy with Lesbian, Gay, Bisexual and Transgender Clients. Ed. Dominic Davies. Vol. 3. Pink Therapy. Buckingham: Open UP, 2000. 146-59. Rosario, Margaret, et al. “The Psychosexual Development of Urban Lesbian, Gay, and Bisexual Youths.” Journal of Sex Research 33.2 (1996): 113-26. Savin-Williams, Ritch. “Verbal and Physical Abuse as Stressors in the Lives of Lesbian, Gay Male, and Bisexual Youths: Associations with School Problems, Running Away, Substance Abuse, Prostitution and Suicide.” Journal of Counseling and Clinical Psychology 62.2 (1994): 261-9. Sears, James. “Educators, Homosexuality and Homosexual Students: Are Personal Feelings Related to Professional Beliefs?” Coming out of the Classroom Closet. Ed. K Harbeck. New York: Harrington Park Press, 1992. Smith, Anthony, Jo Lindsay, and Doreen A. Rosenthal. “Same-Sex Attraction, Drug Injection and Binge Drinking among Australian Adolescents.” Australian and New Zealand Journal of Public Health 23.6 (1999): 643-46. Smith, Anthony, Jo Lindsay, and Doreen A. Rosenthal. Secondary Students and Sexual Health 2002: Results of the 3rd National Survey of Australian Secondary Students, Hiv/Aids and Sexual Health. Melbourne: Australian Research Centre in Sex, Health and Society, La Trobe University, 2003. Smith, George. “”The Ideology of ‘Fag’: The School Experience of Gay Students.” The Sociological Quarterly 39.2 (1998): 309-35. Thurlow, Crispin. “Naming the ‘Outsider Within’: Homophobic Pejoratives and the Verbal Abuse of Lesbian, Gay and Bisexual High-School Pupils.” Journal of Adolescence 24 (2001): 25-38. Van de Ven, Paul. “Comparisons among Homophobic Reactions of Undergraduates, High School Students, and Young Offenders.” Journal of Sex Research 31.2 (1994): 117-135. Warwick, Ian, Peter Aggleton, and Nicola Douglas. “Playing It Safe: Addressing the Emotional and Physical Health of Lesbian and Gay Pupils in the U.K.” Journal of Adolescence 24 (2001): 129-40. Citation reference for this article MLA Style Mikulsky, Jacqueline. "Silencing (Homo)Sexualities in School ... A Very Bad Idea." M/C Journal 8.1 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0502/06-mikulsky.php>. APA Style Mikulsky, J. (Feb. 2005) "Silencing (Homo)Sexualities in School ... A Very Bad Idea," M/C Journal, 8(1). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0502/06-mikulsky.php>.

Introduction Gore Vidal, the famous writer and literary critic, was recently buried next to his long-term partner, Howard Austen. The couple, who met in the 1950s, had lived together happily for decades. They were in many ways the kind of same-sex couple frequently valorised in contemporary gay marriage campaigns. Vidal and Austen, however, could not serve as emblematic figures for this campaign, and not only because the two men had no interest in marriage. Vidal, who reportedly had over a hundred lovers, both male and female, once attributed the longevity of their relationship to its platonic nature; both men continued to sleep with other people, and they reportedly stopped having sex with each other after they moved in together (Vidal, Palimpsest, 131–32). A relationship that decoupled monogamy, romance, companionship, and sexuality, and reconnected them in a way that challenged the accepted truths of institutionalised marriage, stands as an implicit questioning of the way in which gay marriage campaigns construct the possibilities for life, love, and sex. It is this questioning that we draw out in this article. In his writing, Vidal also offers a perspective that challenges the assumptions and certainties of contemporary politics around gay marriage. In 1981, he wrote “Some Jews and the Gays” in response to an article entitled “The Boys on the Beach” by conservative Jewish writer Midge Decter. Vidal’s riposte to Decter’s depiction of the snide superiority of the “boys” who disturbed her beachside family holidays highlighted the lack of solidarity conservative members of the Jewish community displayed towards another persecuted minority. From Vidal’s perspective, this was because Decter could not conceive of gay identity as anything other than pathological: Since homosexualists choose to be the way they are out of idle hatefulness, it has been a mistake to allow them to come out of the closet to the extent that they have, but now that they are out (which most are not), they will have no choice but to face up to their essential hatefulness and abnormality and so be driven to kill themselves with promiscuity, drugs, S-M, and suicide. (Vidal, Some Gays) In response, Vidal made a strong case for solidarity between Jews, African-Americans, and what he termed “homosexualists” (or “same-sexers”). More importantly for our argument, he also contested Decter’s depiction of the typical homosexual: To begin to get at the truth about homosexualists, one must realise that the majority of those millions of Americans who prefer same-sex to other-sex are obliged, sometimes willingly and happily but often not, to marry and have children and to conform to the guidelines set down by the heterosexual dictatorship. (Vidal, Some Gays) According to Vidal, Decter’s article applied only to a relatively privileged section of homosexualists who were able to be “self-ghettoized”, and who, despite Decter’s paranoid fantasies, lived lives perfectly “indifferent to the world of the other-sexers.” In the thirty years since the publication of “Some Jews and the Gays” much has clearly changed. It is unlikely that even a conservative publication would publish an article that depicts all homosexualists as marked by idle hatefulness. However, Decter’s self-hating homosexualist continues to haunt contemporary debates about same-sex marriage, albeit in sublimated form. Critiques of gay marriage campaigns, which are becoming increasingly difficult to ignore, often focus on the politics of inclusion and exclusion, whether on the terrain of gender (non)conformity (Spade), or the campaigns’ implicit and racialised assumption of a white, middle-class homosexual couple as the subject of their efforts (Riggs; Farrow). While our article is indebted to these critiques, our argument is focused more specifically on the unintended effect of the Australian debate about same-sex marriage, namely the (re)creation of the married couple’s other in the form of the adolescent, promiscuous, and unhappy homosexual. It is here that we find the source of our title, also chosen in tribute to Vidal, who in his life and writing disrupts this dichotomy. We argue that the construction of the respectable white middle-class same-sexer who sits at the centre of gay marriage discourse relies on a contemporary manifestation of the self-hating homosexualist – the sexually irresponsible queer constructed in contrast to the responsible gay. The first half of this article traces this construction. In the second section, we argue that this process cannot be divorced from the ways that advocates of same-sex marriage depict the institution of marriage. While critics such as Judith Butler have attempted to separate arguments against homophobic discrimination from the need to advocate for marriage, we argue that the two are intrinsically linked in marriage equality campaigns. These campaigns seek to erase both the explicit critique of marriage found in Vidal’s article and the implicit possibility of living otherwise found in his life. Instead of a heterosexual dictatorship that can be successfully avoided, marriage is proclaimed to be not only benign but the only institution capable of saving self-hating queers from misery by turning them into respectable gay married couples. This is, therefore, not an article about today’s Midge Decters, but about how contemporary same-sex marriage supporters rely on a characterisation of those of us who would or could not choose to marry as, to return to Vidal (Some Jews), “somehow evil or inadequate or dangerous.” As queer people who continue to question both the desirability and inevitability of marriage, we are ultimately concerned with thinking through the political consequences of the same-sex marriage campaign’s obsessive focus on normative sexuality and on the supposedly restorative function of the institution of marriage itself. Hateful Queers and Patient Gays Contemporary supporters of gay marriage, like Vidal so many years earlier, do often oppose conservative attempts to label homosexualists as inherently pathological. Tim Wright, the former convenor of “Equal Love,” one of Australia’s primary same-sex marriage campaign groups, directly addressing this in an opinion piece for Melbourne’s The Age newspaper, writes, “Every so often, we hear them in the media calling homosexuals promiscuous or sick.” Disputing this characterisation, Wright supplants it with an image of patient lesbians and gay men “standing at the altar.” Unlike Vidal, however, Wright implicitly accepts the link between promiscuity and pathology. For Wright, homosexuals are not sick precisely because, and only to the extent that they accept, a forlorn chastity, waiting for their respectable monogamous sexuality to be sanctified through matrimony. A shared moral framework based upon conservative norms is a notable feature of same-sex marriage debates. Former Rainbow Labor convenor Ryan Heath articulates this most clearly in his 2010 Griffith Review article, excerpts of which also appeared in the metropolitan Fairfax newspapers. In this article, Heath argues that marriage equality would provide a much-needed dose of responsibility to “balance” the rights that Australia has accorded to homosexuals. For Heath, Australia’s gay and lesbian communities have been given sexual freedoms by an indulgent adult (heterosexual) society, but are not sufficiently mature to develop the social responsibilities that go with them: “Like teenagers getting their hands on booze and cars and freedom from parental surveillance for the first time, Australia’s gay and lesbian communities have enthusiastically taken up their new rights.” For Heath, the immaturity of the (adult) gay community, with its lack of married role models, results in profound effects for same-sex attracted youth: Consider what the absence of role models, development paths, and stability might do to those who cannot marry. Is there no connection between this and the disproportionate numbers of suicides and risky and addictive behaviours found in gay communities? It is this immaturity, rather than the more typically blamed homophobic prejudice, bullying or persecution, that is for Heath the cause of the social problems that disproportionately affect same-sex attracted adolescents. Heath continues, asking why, after journalist Jonathan Rauch, any parent would want to “condemn their child to…‘a partnerless life in a sexual underworld’.” His appeal to well-meaning parental desires for the security and happiness of children echoes countless insidious commentaries about the tragedy of homosexual existence, such as Decter’s above. These same commentaries continue to be used to justify exclusionary and even violent reactions by families and communities when children reveal their (non-heterosexual) sexualities. As for so many social conservatives, for Heath it is inconceivable to view a partnerless life as anything other than tragedy. Like Wright, he is also convinced that if one must be partnerless it is far better to be forlornly chaste than to participate in an “underworld” focused primarily on promiscuous sex. The opinions of those condemned to this purgatorial realm, either through compulsion or their own immaturity, are of little interest to Heath. When he states that “No families and couples I have interviewed in my research on the topic want this insecure existence,” we are to understand that it is only the desires of these responsible adults that matter. In this way, Heath explicitly invokes the image of what Mariana Valverde has called the “respectable same-sex couple”, homosexualists who are socially acceptable because being “same-sex” is the only thing that differentiates them from the white, middle-class norm that continues to sit at the heart of Australian politics. Heath goes on to describe marriage as the best “social safety net”, adopting the fiscal rhetoric of conservatives such as former federal leader of the Liberal party, Malcolm Turnbull. Turnbull argued in 2012’s annual Michael Kirby lecture (a lecture organised by Southern Cross University’s School of Law and Justice in tribute to the retired gay High Court justice) that same-sex marriage would save the state money, as other relationship recognition such as the 2008 Rudd reforms have. In one of the few passages widely reported from his speech he states: “There will plainly be less demand for social services, medical expenses, hospital care if people, especially older people, like Michael [Kirby] and [partner] Johan, live together as opposed to being in lonely isolation consoled only by their respective cats.” Same-sex marriage is not simply a fight for equality but a fight to rescue homosexualists from the immiserated and emotionally impoverished lives that they, through their lack of maturity, have constructed for themselves, and which, after a brief sojourn in the sexual underworld, can only end in a lonely feline-focused existence funded by the responsible citizens that constitute the bulk of society. We are told by gay marriage advocates that the acceptance of proper adult relationships and responsibilities will not only cure the self-hatred of same-sexers, but simultaneously end the hatred expressed through homophobia and bullying. In the most recent Victorian state election, for example, the Greens ran an online Q&A session about their policies and positions in which they wrote the following in response to a question on relationship recognition: “It would create a more harmonious, less discriminatory society, more tolerant of diversity. It would also probably reduce bullying against same-sex attracted teenagers and lower the suicide rate.” This common position has been carefully unpicked by Rob Cover, who argues that while there may be benefits for the health of some adults in recognition of same-sex marriage, there is absolutely no evidence of a connection between this and youth suicide. He writes: “We are yet to have evidence that there are any direct benefits for younger persons who are struggling to cope with being bullied, humiliated, shamed and cannot (yet) envisage a liveable life and a happy future—let alone a marriage ceremony.” While same-sex marriage advocates consider themselves to be speaking for these same-sex attracted youth, offering them a happy future in the form of a wedding, Cover reminds us that these are not the same thing. As we have shown here, this is not a process of simple exclusion, but an erasure of the possibility of a life outside of heteronormative or “respectable”, coupledom. The “respectable same-sex couple”, like its respectable heterosexual counterpart, not only denies the possibility of full participation in adult society to those without partners but also refuses the lived experience of the many people like Vidal and Austen who do not accept the absolute equation of domesticity, responsibility, and sexual monogamy that the institution of marriage represents. A Good Institution? The connection between marriage and the mythical end of homophobia is not about evidence, as Cover rightly points out. Instead it is based on an ideological construction of marriage as an inherently valuable institution. Alongside this characterisation of marriage as a magical solution to homophobia and other social ills, comes the branding of other models of living, loving and having sex as inherently inferior and potentially harmful. In this, the rhetoric of conservatives and same-sex marriage advocates becomes disturbingly similar. Margaret Andrews, the wife of former Howard minister Kevin and a prominent (straight) marriage advocate, featured in the news a couple of years ago after making a public homophobic outburst directed at (queer) writer Benjamin Law. In response, Andrews outlined what for her were the clearly evident benefits of marriage: “For centuries, marriage has provided order, stability, and nurture for both adults and children. Indeed, the status of our marriages influences our well-being at least as much as the state of our finances.” Despite being on the apparent opposite of the debate, Amanda Villis and Danielle Hewitt from Doctors for Marriage Equality agree with Andrews about health benefits, including, significantly, those linked to sexual behaviour: It is also well known that people in long term monogamous relationships engage in far less risky sexual behaviour and therefore have significantly lower rates of sexually transmitted infections. Therefore legalisation of same sex marriage can lead to a reduction in the rates of sexually transmitted disease by decreasing stigma and discrimination and also promoting long term, monogamous relationships as an option for LGBTI persons. Here same-sex marriage is of benefit precisely because it eradicates the social risks of contagion and disease attributed to risky and promiscuous queers. To the extent that queers continue to suffer it can be attributed to the moral deficiency of their current lifestyle. This results in the need to “promote” marriage and marriage-like relationships. However, this need for promotion denies that marriage itself could be subject to discussion or debate and constructs it as both permanent and inevitable. Any discussion which might question the valuation of marriage is forestalled through the rhetoric of choice, as in the following example from a contributor to the “Equal Love” website: We understand that not everyone will want to get married, but there is no denying that marriage is a fundamental institution in Australian society. The right to be married should therefore be available to all those who choose to pursue it. It is a right that we chose to exercise. (Cole) This seemingly innocuous language of choice performs a number of functions. The first is that it seeks to disallow political debates about marriage by simply reducing critiques of the institution to a decision not to partake in it. In a process mirroring the construction of queers as inherently immature and adolescent, as discussed in the previous section, this move brands political critiques of marriage as historical remnants of an immature radicalism that has been trumped by liberal maturity. The contribution of Alyena Mohummadally and Catherine Roberts to Speak Now highlights this clearly. In this piece, Roberts is described as having used “radical feminism” as a teenage attempt to fill a “void” left by the lack of religion in her life. The teenage Roberts considered marriage “a patriarchal institution to be dismantled” (134). However, ten years later, now happily living with her partner, Roberts finds that “the very institutions she once riled against were those she now sought to be a part of” (137). Roberts’ marriage conversion, explained through a desire for recognition from Mohummadally’s Muslim family, is presented as simply a logical part of growing up, leaving behind the teenage commitment to radical politics along with the teenage attraction to “bars and nightclubs.” Not coincidentally, “life and love” taught Roberts to leave both of these things behind (134). The second consequence of arguments based on choice is that the possibility of any other terrain of choice is erased. This rhetoric thus gives marriage a false permanence and stability, failing to recognise that social institutions are vulnerable to change, and potentially to crisis. Beyond the same-sex marriage debates, the last fifty years have demonstrated the vulnerability of marriage to social change. Rising divorce rates, increasing acceptance of de facto relationships and the social recognition of domestic violence and rape within marriage have altered marriage inescapably, and forced questions about its inevitability (see: Stacey). This fact is recognised by conservatives, such as gay marriage opponent Patrick Parkinson who stated in a recent opinion piece in the Sydney Morning Herald that a “heartening aspect” of the “otherwise divisive” debate around gay marriage is that it has marked a “turnaround” in support for marriage, particularly among feminists, gays and other progressives. Malcolm Turnbull also explains his transition to support for same-sex marriage rights on the basis of this very premise: “I am very firmly of the view that families are the foundation of our society and that we would be a stronger society if more people were married, and by that I mean formally, legally married, and fewer were divorced.” He continued, “Are not the gays who seek the right to marry, to formalise their commitment to each other, holding up a mirror to the heterosexuals who are marrying less frequently and divorcing more often?” As Parkinson and Turnbull note, the decision to prioritise marriage is a decision to not only accept the fundamental nature of marriage as a social institution but to further universalise it as a social norm against the historical trends away from such normalisation. This is also acknowledged by campaign group Australian Marriage Equality who suggests that people like Parkinson and Turnbull who are “concerned about the preservation of marriage may do best to focus on ways to increase its appeal amongst the current population, rather than direct their energies towards the exclusion of a select group of individuals from its privileges.” Rather than challenging conservatism then, the gay marriage campaign aligns itself with Turnbull and Parkinson against the possibility of living otherwise embodied in the shadowy figure of the sexually irresponsible queer. The connection between ideological support for marriage and the construction of the “respectable homosexual couple” is made explicit by Heath in the essay quoted earlier. It is, he says, part of “the pattern of Western liberal history” to include “in an institution good people who make a good case to join.” The struggle for gay marriage, he argues, is linked to that of “workers to own property, Indigenous Australians to be citizens, women to vote.” By including these examples, Heath implicitly highlights the assimilationist dimension of this campaign, a dimension which has been importantly emphasised by Damien Riggs. Heath’s formulation denies the possibility of Indigenous sovereignty beyond assimilationist incorporation into the Australian state, just as it denies the possibility of a life of satisfying love and sex beyond marriage. More generally, Heath fails to acknowledge that none of these histories have disrupted the fundamental power dynamics at play: the benefits of property ownership accrue disproportionately to the rich, those of citizenship to white Australians, and political power remains primarily in the hands of men. Despite the protestations of gay marriage advocates there is no reason to believe that access to marriage would end homophobia while racism, class-based exploitation, and institutional sexism continue. This too, is part of the pattern of Western liberal history. Conclusion Our intention here is not to produce an anti-marriage manifesto—there are many excellent ones out there (see: Conrad)—but rather to note that gay marriage campaigns are not as historically innocuous as they present themselves to be. We are concerned that the rush to enter fully into institutions that, while changed, remain synonymous with normative (hetero)sexuality, has two unintended but nonetheless concerning consequences. Gay marriage advocates risk not only the discarding of a vision in which people may choose to not worship at the altar of the nuclear family, they also reanimate a new version of Decter’s self-hating gay. Political blogger Tim Dunlop encapsulates the political logic of gay marriage campaigns when he says, rather optimistically, that barring homosexualists from marriage “is the last socially acceptable way of saying you are not like us, you do not count, you matter less.” An alternative view proffered here is that saying yes to gay marriage risks abandoning a project that says we do not wish to be like you, not because we matter less, but because we see the possibility of different lives, and we refuse to accept a normative political logic that brands those lives as inferior. In casting this critique as adolescent, as something that a mature community should have grown out of, the same-sex marriage campaign rejects what we see as the most important social contributions that “same-sexers” have made. Where we think Vidal was mistaken back in 1981 was in his assertion that we “same-sexers” have been simply indifferent to the world of the “other-sexers.” We have also turned a critical eye upon “heterosexualist” existence, offering important critiques of a so-called adult or responsible life. It is this history that queer writer Sara Ahmed reminds us of, when she celebrates the angry queer at the family dinner table who refuses to simply succumb to a coercive demand to be happy and pleasant. A similar refusal can be found in queer critiques of the “dead citizenship” of heterosexuality, described by José Esteban Muñoz as: a modality of citizenship that is predicated on negation of liveness or presentness on behalf of a routinized investment in futurity. This narrative of futurity is most familiar to those who live outside of it. It is the story of the [sic] nation's all-consuming investment in the nuclear family, and its particular obsession with the children, an investment that instantly translates into the (monological) future. (399) In the clamour to fully assert their membership in the world of adult citizenship, same-sex marriage advocates negate the potential liveness and presentness of queer experience, opting instead for the routinised futurity that Muñoz warns against. Imagining ourselves as forlorn figures, standing with tear-stained cheeks and quivering lips at the altar, waiting for normative relationships and responsible citizenship is not the only option. Like Vidal and Austen, with whom we began, queers are already living, loving, and fucking, in and above our sexual underworlds, imagining that just possibly there may be other ways to live, both in the present and in constructing different futures. References Ahmed, Sara. The Promise of Happiness. Durham: Duke UP, 2010. Andrews, Margaret. “A Health Check on Marriage.” The Punch, 13 Aug. 2010. 24 Sept. 2012 ‹http://www.thepunch.com.au/articles/a-health-check-on-marriage/›. Butler, Judith. “Is Kinship Always Already Heterosexual?” differences: A Feminist Journal of Cultural Studies 13.1 (2002): 14–44. Cole, Jules. “Marriage Equality Upholds the rights of all Australians.” Equal Love website, 24 Sept. 2012 ‹http://www.equallove.info/node/83›. Conrad, Ryan, ed. Against Equality: queer critiques of gay marriage. Lewiston: Against Equality Publishing Collective, 2010. Cover, Rob. “Is same-sex marriage an adequate responst to queer youth suicide?”Online Opinion: Australia’s e-journal of social and political debate, 22 Aug. 2012. 24 Sept. 2012 ‹http://www.onlineopinion.com.au/view.asp?article=14017›. Dunlop, Tim. “There is no excuse.” ABC The Drum Unleashed, 8 Apr. 2010. 24 Sept. 2012 ‹http://www.abc.net.au/unleashed/34402.html›. Farrow, Kenyon, “Why is gay marriage anti-black?” Against Equality: queer critiques of gay marriage. Ed. Ryan Conrad. Lewiston: Against Equality Publishing Collective, 2010. 21–33. Frequently Asked Questions, Australian Marriage Equality, 24 Sept. 2012 ‹http://www.australianmarriageequality.com/faqs.htm›. Grattan, Michelle. “Turnbull’s Gay Marriage Swipe.” The Age. 7 July 2012. 24 Sept. 2012 ‹http://www.smh.com.au/opinion/political-news/turnbulls-gay-marriage-swipe-20120706-21mou.html›. Heath, Ryan. “Love in a Cold Climate.” Griffith Review. 29 (2010). 24 Sept. 2012 ‹http://www.griffithreview.com/edition-29-prosper-or-perish/251-essay/949.html›. Mohummadally, Alyena and Catherine Roberts. “When Worlds, Happily, Collide.” Speak Now: Australian Perspectives on Same-Sex Marriage. Ed. Victor Marsh. Thornbury: Clouds of Magellan, 2012, 134–139. Muñoz, José Esteban. “Citizens and Superheroes.” American Quarterly. 52.2 (2000): 397–404. Parkinson, Patrick. “About Time We All Cared More About Marriage.” Sydney Morning Herald, 24 Aug. 2012. 24 Sept. 2012 ‹http://www.smh.com.au/opinion/politics/about-time-we-all-cared-more-about-marriage-20120823-24p2g.html›. Rauch, Jonathan. Gay Marriage: Why It Is Good for Gays, Good for Straights, and Good for America. New York: Holt Paperbacks, 2004. Riggs, Damien. “The Racial Politics of Marriage Claims.” Speak Now: Australian Perspectives on Gay Marriage. Ed. Victor Marsh. Thornbury: Clouds of Magellan, 2012. 191–201. Stacey, Judith. Brave New Families: Stories of Domestic Upheaval in Late Twentieth-Century America. Berkeley and Los Angeles: U of California P, 1998. Spade, Dean. Normal Life: Administrative Violence, Critical Trans Politics and the Limits of Law. Cambridge, MA: South End Press, 2011. Turnbull, Malcolm. “Reflections on Gay Marriage: Michael Kirby Lecture 2012.” 24 Sept. 2012 ‹http://www.malcolmturnbull.com.au/media/speeches/reflections-on-the-gay-marriage-issue-michael-kirby-lecture-2012/›. Valverde, Mariana. “A New Entity in the History of Sexuality: The Respectable Same-Sex Couple.” Feminist Studies. 32.1 (2006): 155–162. Vidal, Gore. “Some Jews and the Gays.” The Nation. 14 Nov. 1981. 24 Sept. 2012 ‹http://www.thenation.com/article/169197/some-jews-gays›. —. Palimpsest: A Memoir. New York and London: Random House, 1995. Villis, Amanda, and Danielle Hewitt. “Why Legalising Same Sex Marriage Will Benefit Health.”17 Aug. 2012. 24 Sept. 2012 ‹http://www.onlineopinion.com.au/view.asp?article=14004›. Wright, Tim. “Same-Sex Couples Still Waiting at the Altar For a Basic Right.” The Age. 31 July 2009. 12 Sept. 2012 ‹http://www.theage.com.au/opinion/samesex-couples-still-waiting-at-the-altar-for-a-basic-right-20090730-e2xk.html›.

IntroductionJohn Berger provides a compelling analysis in Ways of Seeing on how we’ve been socialized through centuries of art to see women as objects and men as subjects. This way of seeing men and women is more than aesthetic choices but in fact shapes our ideologies of gender. As Berger asserts: “The art of the past no longer exists as it once did… In its place there is a language of images. What matters now is who uses that language for what purpose” (33).What happens when there are no historical images that represent your identity? How do others learn to see you? How do you learn to represent yourself? This article addresses the challenges that bisexuals face in constructing and contending with media representations of non-normative sexualities. As Berger suggests: “A people or class which is cut off from its own past is far less free to choose and to act as a people or class than one that has been able to situate itself in history” (33). This article seeks to apply Berger’s core concepts in Ways of Seeing studying representations of bisexuality in mainstream media. How bisexuality is represented, and therefore observed, shapes what can ultimately be culturally understood and recognized.This article explores how bisexuals use digital media to construct self-representations and brand a bisexual identity. Bisexual representations are particularly relevant to study as they are often rendered invisible by the cultural hegemony of monosexuality. Cultural norms ideologically shape the intelligibility of representation; bisexuality is often misinterpreted when read within the dominant binaries of heterosexuality and homosexuality in Western European culture. This work addresses how users adapt visual, textual, and hyperlinked information in online spaces to create representations that can be culturally recognized. Users want to be seen as bisexuals. The research for this article examined online social spaces created by and for bisexuals between 2013-2015, as well as mainstream media addressing bisexuality or bisexual characters. The social spaces studied included national and regional websites for bisexual organizations, blogs dedicated to bisexual issues and topics, and public bisexual groups on Facebook and Tumblr. Participant observation and semiotic analysis was employed to analyze how bisexual representation was discussed and performed. Learning to See Bisexuality Bisexuality is often constructed within the domain of medical and psychological classification systems as a sexual identity situated between one polarity or the other: between desiring men or desiring women as sexual partners or between being gay or being straight in sexual orientation, as most widely put forth by Alfred Kinsey in the 1950s (Kinsey et al., 1948; e.g., Blumstein, 1977; Diamond, 1993; Weinberg, 1995). This popularly held conception has a particular history that serves to reinforce the normative categories of heterosexuality and monosexuality.This history does not reflect bisexual’s accounts of their own experiences of what it means to be bisexual. Bisexuals in the spaces I study express their sexuality as fluid both in terms of gender (objects of desire do not have to identify as only male or female) as well as in terms of the lifespan (desire based on sex or gender does not have remain consistent throughout one’s life). As one participant remarked: “I think of bisexual as a different orientation from both homosexuals (who orient exclusively towards same-sex romance/sexuality) and heterosexuals (who orient exclusively toward opposite-sex romance/sexuality). Bisexuals seem to think about the world in a different way: a world of ‘AND’ rather than a world of ‘OR’.” Or as another participant noted: “I saw video a couple of months ago that described ‘bi’ as being attracted to ‘same and different sexed people.’ I considered my internal debate settled at that point. Yes, it is binary, but only in the broadest sense.”This data from my research is congruent with data from much larger studies that examined longitudinal psycho-social development of bisexual identities (Klein, 1978; Barker, 2007; Diamond, 2008). Individuals’ narratives of a more “fluid” identity suggest an emphasis at the individual level less about fluctuating between “two” possible types of sexual partners than about a dynamic, complex desire within a coherent self. Nevertheless, popular constructions of bisexuality in media continue to emphasize it within hegemonic monosexual ideologies.Heterosexual relationships are overwhelmingly the most dominant relationship type portrayed in media, and the second most portrayed relationship is homosexuality, or a serial monogamy towards only one gender. This pairing is not only conveying the dominant hegemonic norms of heterosexuality (and most often paired with serial monogamy as well), but it is equally and powerfully reproducing the hegemonic ideal of monosexuality. Monosexuality is the romantic or sexual attraction to members of one sex or gender group only. A monosexual person may identify as either heterosexual or homosexual, the key element being that their sexual or romantic attraction remains consistently directed towards one sex or gender group. In this way, we have all been socialized since childhood to value not only monogamy but monosexuality as well. However, current research on sexuality suggests that self-identified bisexuals are the largest group among non-heterosexuals. In 2011, Dr. Gary Gates, Research Director of the Williams Institute at UCLA School of Law, analyzed data collected from nine national health surveys from the USA, United Kindgdom, Canada, Australia and Norway to provide the most comprehensive statistics available to date on how many people self-identify as lesbian, gay, bisexual and transgender. While the population percentage of LGBT people varied by country, the ratio of lesbian, gay and bisexuals among LGBT people remained consistent, with self-identified bisexuals accounting for 40-60% of all LGBT populations regardless of country. This data is significant for challenging the popular assumption that bisexuals are a small minority among non-heterosexuals; indeed, this data indicates that non-monosexuals represent half of all non-heterosexuals. Yet we have learned to recognize monosexuality as dominant, normal and naturalized, even within LGBT representations. Conversely, we struggle to even recognize relationships that fall outside of this hegemonic norm. In essence, we lack ways of seeing bisexuals, pansexuals, omnisexuals, asexuals, and all queer-identified individuals who do not conform to monosexuality. We quite literally have not learned to see them, or—worse yet—learned how to not see them.Bisexual representations are particularly relevant to study as they are often rendered invisible in cultures that practice monogamy paired with hegemonic monosexuality. Members of bisexual spaces desire to achieve recognition but struggle to overcome bisexual erasure in their daily lives.Misrepresention: The Triad in Popular MediaWhen bisexuality is portrayed in media it is most commonly portrayed in a disingenuous manner where the bisexual is portrayed as being torn between potential lovers, on a pathway from straight to gay, or as a serial liar and cheater who cannot remain monogamous due to overwhelming attractions. Representations of bisexuals in media are infrequent, but those that are available too often follow these inaccurate stereotypes. By far the most common convention for representing bisexuality in visual media is the use of the triad: three people convey the (mis)representation of bisexuality as a sexuality in the “middle” of heterosexuality and homosexuality. For the purpose of this article, data analysis will be limited to print magazines for the sake of length and clarity.The 2014 New York Times Magazine article “The Scientific Quest to Prove Bisexuality Exists” (Denizet-Lewis) addresses the controversial nature of bisexuality. The cover image depicts a close-up of a man’s face, separated into two halves: in one half, a woman is nuzzled up to the man’s cheek, and the other half a man is nuzzled up to his ear. Presumably the man is bisexual and therefore split into two parts: his heterosexual self and his homosexual self. This visual depiction of bisexuality reifies the notion that bisexuals are torn between two polar desires and experience equal and concurrent attraction to more than one partner simultaneously. Furthermore, the triad represented in this way suggests that the essential bisexual is having simultaneous liaisons with heterosexual and homosexual partners.Within the convention of the triad there is also a sub-genre closely connected with hypersexualization and the male gaze. In these cases, the triad is commonly presented in varying states of undress and/or in a bed. An article in The Guardian from 11 April 2014 with the headline: “Make up your mind! The science behind bisexuality” (Browne) includes an image with three attractive young people in bed together. A man is sitting up between two sleeping women and smoking a cigarette – the cigarette connotes post-coital sexual activity, as does the smirk on his face. This may have been a suitable image if the article had been about having a threesome, but the headline—and the article—are attempting to explain the science behind bisexuality. Furthermore, while the image is intended to illustrate an article on bisexuality, the image is fundamentally misleading. The women in the image are asleep and to the side and the man is awake and in the middle. He is the central figure – it is a picture of him. So who is the bisexual in the image? What is the image attempting to do? It seems that the goal is to titillate, to excite, and to satisfy a particularly heterosexual fantasy rather than to discuss bisexuality. This hypersexualization once again references the mistaken idea (or heterosexual male fantasy) that bisexuality is only expressed through simultaneous sex acts.Many of these examples are salacious but they occur with surprising regularity in the mainstream media. On 17 February 2016, the American Association of Retired Persons posted an article to the front page of their website titled “Am I Discovering I'm Bisexual?” (Schwartz, 2016). In the accompanying image at the top of the article, we see three people sitting on a park bench – two men on either side of a woman. The image is taken from behind the bench so we see their backs and ostensibly they do not see us, the viewer. The man on the left is kissing the woman in the center while also holding hands behind the back of the bench with the man sitting on her other side. The man on the right is looking away from the couple kissing, suggesting he is not directly included in their intimate activity. Furthermore, the two men are holding hands behind the bench, which could also be code for behind the woman’s back, suggesting infidelity to the dyad and depicting some form of duplicity. This triad reinforces the trope of the bisexual as promiscuous and untrustworthy.Images such as these are common and range from the more inoffensive to the salacious. The resulting implications are that bisexuals are torn between their internal hetero and homo desires, require simultaneous partners, and are untrustworthy partners. Notably, in all these images it is never clear exactly which individuals are bisexual. Are all three members of the triad bisexual? While this is a possible read, the dominant discourse leads us to believe that one of person in the triad is the bisexual while the others adhere to more dominant sexualities.Participants in my research were acutely aware of these media representations and expressed frequent negative reactions to the implications of the triad. Each article contained numerous online comments expressing frustration with the use of “threesomes.” As one commentator stated: “Without a threesome, we’re invisible. It’s messed up. I always imagine a t-shirt with 3 couples stick figure like: girl + girl, girl + boy, and boy + boy. and it says “6 bisexuals.” What is made clear in many user comments is that the mainstream social scripts used to portray bisexuality are clearly at odds with the ways in which bisexuals choose to describe or portray themselves. Seeing through CapitalismOne of the significant conclusions of this research was the ways in which the misrepresentation of bisexuality results in many individuals feeling underrepresented or made invisible within mainstream media. The most salient themes to emerge from this research is participants’ affective struggle with feeling "invisible.” The frequency of discourse specific to invisibility is significant, as well as its expressed negatively associated experiences and feelings. The public sharing of those reactions among individuals, and the ensuing discourse that emerges from those interactions, include imagining what visibility “looks” like (its semiotic markers and what would make those markers “successful” for visibility), and the articulation of “solutions” to counter perceived invisibility. Notably, participants often express the desire for visibility in terms of commodification. As one participant posted, “their [sic] is no style for bi, there is no voice tone, unless I'm wearing my shirt, how is anyone to know?” Another participant explicated, “I wish there was a look. I wish I could get up every day and put on the clothes and jewelry that identified me to the world when I stepped out of my apartment. I wish I was as visible on the street as I am on facebook.” This longing for a culturally recognizable bisexual identity is articulated as a desire for a market commodification of “bisexual.” But a commodified identity may be a misguided desire. As Berger warns: “Publicity is not merely an assembly of competing messages: it is a language in itself which is always being used to make the same general purpose… It proposes to each of us that we transform ourselves, or our lives, by buying something more” (131). Consumerism—and its bedfellow—marketing, aim to sell the fantasy of a future self whereby the consumer transforms themselves through material objects, not transforming the culture to accept them. Berger further elicits that marketing essentially convinces us that we are not whole the way we are and sells us the idea of a wholeness achieved through consumerism (134). Following Berger’s argument, this desire for a commodified identity, while genuine, may fundamentally undermine the autonomy bisexuals currently have insomuch as without a corporate brand, bisexual representations are more culturally malleable and therefore potentially more inclusive to the real diversity of bisexual identified people.However, Berger also rightly noted that “publicity is the culture of the consumer society. It propagates through images that society’s belief in itself” (139). Without any publicity, bisexuals are not wrong to feel invisible in a consumer culture. And yet “publicity turns consumption into a substitute for democracy. The choice of what one eats (or wears or drives) takes the place of significant political choice” (149). A commodified identity will not likely usher in meaningful political change in a culture where bisexuals experience worse mental health and discrimination outcomes than lesbian and gay people (LGBT Advisory Committee, 2011). Bisexuals Online: New Ways of SeeingThe Internet, which was touted early as a space of great potential for anonymity and exploration where visibility can be masked, here becomes the place where bisexuals try to make the perceived invisible ‘visible.’ Digital technologies and spaces provide particularly useful environments for participants of online bisexual spaces to negotiate issues of invisibility as participants construct visible identities through daily posts, threads, videos, and discourse in which bisexuality is discursively and visually imagined, produced, articulated, defended, and desired. But most importantly these digital technologies provide bisexuals with opportunities to counter misrepresentations in mainstream media. In the frequent example of intimate partners in the physical world rendering a bisexual’s identity invisible, participants of these online communities grapple with the seeming paradox of one’s offline self as the avatar and one’s online self as more fully integrated, represented, and recognized. One participant expressed this experience, remarking:I feel I'm more out online that offline. That's because, in the offline world there's the whole ''social assumptions'' issue. My co-workers, friends, etc, know I have a boyfriend, wich [sic] equals ''straight'' for most ppl out there. So, I'll out myself when the occasion comes (talking abt smn I used to date, the LGBT youth group I used to belong to, or usually just abt some girl I find attractive) and usually ppl are not surprised. Whereas online, my pic at Facebook (and Orkut) is a Bisexual Pride icon. I follow Bi groups on Twitter. I'm a member of bi groups. So, online it's spelled out, while offline ppl usually think me having a bf means I'm straight.The I Am Visible (IAV) campaign is just one example of an organized response to the perceived erasure of bisexuals in mainstream culture. Launched in January 2011 by Adrienne McCue (nee Williams), the executive director of the Bi Social Network, a non-profit organization aimed at bringing awareness to representations of bisexuality in media. The campaign was hosted on bisocialnetwork.com, with the goal to “stop biphobia and bi-erasure in our community, media, news, and entertainment,” Prior to going live, IAV implemented a six-month lead-up advertising campaign across multiple online bisexual forums, making it the most publicized new venture during the period of my study. IAV hosted user-generated videos and posters that followed the vernacular of coming out and provided emotional support for listeners who may be struggling with their identity in a world largely hostile to bisexuality. Perceived invisibility was the central theme of IAV, which was the most salient theme for every bisexual group I studied online.Perhaps the most notable video and still image series to come out of IAV were those including Emmy nominated Scottish actor Alan Cumming. Cumming, a long-time Broadway thespian and acclaimed film actor, openly identifies as bisexual and has criticized ‘gaystream’ outlets on more than one occasion for intentionally mislabeling him as ‘gay.’ As such, Alan Cumming is one of the most prominently celebrated bisexual celebrities during the time of my study. While there are numerous famous out gays and lesbians in the media industry who have lent their celebrity status to endorse LGBT political messages—such as Ellen DeGeneres, Elton John, and Neil Patrick Harris, to name a few—there have been notably fewer celebrities supporting bisexual specific causes. Therefore, Cummings involvement with IAV was significant for many bisexuals. His star status was perceived as contributing legitimacy to bisexuality and increasing cultural visibility for bisexuals.These campaigns to become more visible are based in the need to counteract the false media narrative, which is, in a sense, to educate the wider society as to what bisexuality is not. The campaigns are an attempt to repair the false messages which have been “learnt” and replace them with more accurate representations. The Internet provides bisexual activists with a tool with which they can work to correct the skewed media image of themselves. Additionally, the Internet has also become a place where bisexuals can more easily represent themselves through a wide variety of semiotic markers in ways which would be difficult or unacceptable offline. In these ways, the Internet has become a key device in bisexual activism and while it is important not to uncritically praise the technology it plays an important role in enabling correct representation. ReferencesBarker, Meg. "Heteronormativity and the Exclusion of Bisexuality in Psychology." Out in Psychology: Lesbian, Gay, Bisexual, Trans, and Queer Perspectives. Eds. Victoria Clarke and Elizabeth Peel. Chichester: Wiley, 2007. 86–118.Berger, John. Ways of Seeing. London: Penguin Books, 1972.Blumstein, Phillip W., and Pepper Schwartz. “Bisexuality: Some Social Psychological Issues.” Journal of Social Issues 33.2 (1977): 30–45.Browne, Tania. “Make Up Your Mind! The Science behind Bisexuality.” The Guardian 11 Apr. 2014.Denizet-Lewis, Benoit. "The Scientific Quest to Prove Bisexuality Exists." New York Times 20 Mar. 2014.Diamond, Lisa. Sexual Fluidity: Understanding Women's Love and Desire. Harvard UP, 2008.Diamond, Milton. “Homosexuality and Bisexuality in Different Populations.” Archives of Sexual Behavior 22.4 (1993): 291-310.Gates, Gary J. How Many People Are Lesbian, Gay, Bisexual and Transgender? Williams Institute, UCLA School of Law, 2011.Kinsey, Alfred, et al. Sexual Behavior in the Human Female. Philadelphia: Saunders, 1953.Klein, Fitz. The Bisexual Option. London: Routledge, 1978.Leland, J. “Not Gay, Not Straight: A New Sexuality Emerges.” Newsweek 17 July 1995: 44–50.Schwartz, P. “Am I Discovering I Am Bisexual?” AARP (2016). 20 Mar. 2016 <http://aarp.org/home-family/sex-intimacy/info-2016/discovering-bisexual-schwartz.html>.

A slash manip is a photo remix that montages visual signs from popular media with those from gay pornography, creating a new cultural artefact. Slash (see Russ) is a fannish practice that homoeroticises the bonds between male media characters and personalities—female pairings are categorised separately as ‘femslash’. Slash has been defined almost exclusively as a female practice. While fandom is indeed “women-centred” (Bury 2), such definitions have a tendency to exclude male contributions. Remix has been well acknowledged in discussions on slash, most notably video remix in relation to slash vids (Kreisinger). Non-written slash forms such as slash vids (see Russo) and slash fanart (see Dennis) have received increased attention in recent years. This article continues the tradition of moving beyond fiction by considering the non-written form of slash manips, yet to receive sustained scholarly attention. Speaking as a practitioner—my slash manips can be found here—I perform textual analysis from an aca–fan (academic and fan) position of two Merlin slash manips by male Tumblr artist wandsinhand. My textual analysis is influenced by Barthes’s use of image semiotics, which he applies to the advertising image. Barthes notes that “all images are polysemous”, that underlying their signifiers they imply “a ‘floating chain’ of signifieds, the reader able to choose some and ignore others” (274). That said, the advertising image, he argues, constructs an “undoubtedly intentional […] signification”, making it ideally suited for analysis (270). By supplementing my analysis with excerpts from two interviews I conducted with wandsinhand in February and April 2013 (quoted here with permission), I support my readings with respect to the artist’s stated ‘intentional reading’. I then contextualise these readings with respect to canon (Merlin) representations and gay pornography—via the chosen sexual acts/positions, bukkake and doggystyle, of the pornographic base models, as selected by the artist. This approach allows me to examine the photo remix qualities of slash manips with respect to the artist’s intentions as well as how artistic choices of inclusion function to anchor meaning in the works. I describe these choices as the ‘semiotic significance of selection’. Together the readings and interviews in this article help illustrate the value of this form and the new avenues it opens for slash scholars, such as consideration of photo remix and male production, and the importance of gay pornography to slash. My interviews also reveal, via the artist’s own assessment of the ‘value’ of his practice, a tendency to devalue or overlook the significance of this particular slash form, affirming a real need for further critical engagement with this under-examined practice. Slash Photo Remix: Famous Faces, Porny Bodies Lessig defines remix culture as based on an activity of “rip, mix and burn” (12–5); while Navas describes it as a “practice of cut/copy and paste” (159)—the latter being more applicable to photo remix. Whereas Lessig is concerned primarily with issues of copyright, Navas is interested in remix’s role in aesthetics and the political economy. Within fan studies, slash vids—a form of video remix—has been a topic of considerable academic interest in recent years. Slash manips—a form of photo or image remix—however, has not attracted the same degree of interest. Stasi’s description of slash as “a non-hierarchical, rich layering of genres” points to the usefulness of slash manips as an embodiment of the process of slash; whereby artists combine, blend and mutate graphic layers from popular media with those from gay pornography. Aesthetics and the slash manip process are central concerns of this article’s consideration of slash photo remix. Slash manips, or slash photo montage, use image manipulation software (Adobe Photoshop being the community standard, see wandsinhand’s tutorial) to layer the heads of male fictional characters from stills or promotional images with scenes—static or moving—from gay pornography. Once an artist has selected pornographic ‘base models’ anatomically suited to canon characters, these models are often then repositioned into the canon universe, which in the case of Merlin means a medieval setting. (Works not repositioned and without added details from canon are generally categorised as ‘male celebrity fakes’ rather than ‘slash manips’.) Stedman contends that while many fan studies scholars are interested in remix, “studies commonly focus on examples of remixed objects rather than the compositional strategies used by remix composers themselves” (107). He advocates moving beyond an exclusive consideration of “text-centred approaches” to also consider “practice-” and “composer-centred” approaches. Such approaches offer insight into “the detailed choices composers actually make when composing” (107). He refers to recognition of the skills required by a remix composer as “remix literacy” (108). This article’s consideration of the various choices and skills that go into the composition of slash manips—what I term the ‘semiotic significance of selection’—is explored with respect to wandsinhand’s practice, coupling my reading—informed by my experience as a practitioner—with the interpretations of the artist himself. Jenkins defines slash as “reaction against” constructions of male sexuality in both popular media and pornography (189). By their very nature, slash manips also make clear the oft-overlooked connections between slash and gay pornography, and in turn the contributions of gay male participants, who are well represented by the form. This contrasts with a tendency within scholarship to compare slash with heterosexual female forms, such as the romance genre (Salmon and Symons). Gay pornography plays a visible role in slash manips—and slash vids, which often remix scenes from popular media with gay cinema and pornography. Slash as Romance, Slash as Pornography Early scholarship on slash (see Russ; Lamb and Veith) defines it as a form of erotica or pornography, by and for women; a reductive definition that fails to take into account men’s contribution, yet one that many researchers continue to adopt today. As stated above, there has also been a tendency within scholarship to align the practice with heterosexual female forms such as the romance genre. Such a tendency is by and large due to theorisation of slash as heterosexual female fantasy—and concerned primarily with romance and intimacy rather than sex (see Woledge). Weinstein describes slash as more a “fascination with” than a “representation of” homosexual relationships (615); while MacDonald makes the point that homosexuality is not a major political motivator for slash (28–9). There is no refuting that slash—along with most fannish practice—is female dominated, ethnographic work and fandom surveys reveal that is the case. However there is great need for research into male production of slash, particularly how such practices might challenge reigning definitions and assumptions of the practice. In similar Japanese practices, for example, gay male opposition to girls’ comics (shōjo) depicting love between ‘pretty boys’ (bishōunen) has been well documented (see Hori)—Men’s Love (or bara) is a subgenre of Boys’ Love (or shōnen’ai) predominately created by gay men seeking a greater connection with the lived reality of gay life (Lunsing). Dennis finds male slash fanart producers more committed to muscular representations and depiction of graphic male/male sex when compared with female-identifying artists (14, 16). He also observes that male fanart artists have a tendency of “valuing same-sex desire without a heterosexual default and placing it within the context of realistic gay relationships” (11). I have observed similar differences between male and female-identifying slash manip artists. Female-identifying Nicci Mac, for example, will often add trousers to her donor bodies, recoding them for a more romantic context. By contrast, male-identifying mythagowood is known for digitally enlarging the penises and rectums of his base models, exaggerating his work’s connection to the pornographic and the macabre. Consider, for example, mythagowood’s rationale for digitally enlarging and importing ‘lips’ for Sam’s (Supernatural) rectum in his work Ass-milk: 2012, which marks the third anniversary of the original: Originally I wasn’t going to give Sammy’s cunt any treatment (before I determined the theme) but when assmilk became the theme I had to go find a good set of lips to slap on him and I figured, it’s been three years, his hole is going to be MUCH bigger. (personal correspondence, used with permission) While mythagowood himself cautions against gendered romance/pornography slash arguments—“I find it annoying that people attribute certain specific aspects of my work to something ‘only a man’ would make.” (ibid.)—gay pornography occupies an important place in the lives of gay men as a means for entertainment, community engagement and identity-construction (see McKee). As one of the only cultural representations available to gay men, Fejes argues that gay pornography plays a crucial role in defining gay male desire and identity. This is confirmed by an Internet survey conducted by Duggan and McCreary that finds 98% of gay participants reporting exposure to pornographic material in the 30-day period prior to the survey. Further, the underground nature of gay pornographic film (see Dyer) aligns it with slash as a subcultural practice. I now analyse two Merlin slash manips with respect to the sexual positions of the pornographic base models, illustrating how gay pornography genres and ideologies referenced through these works enforce their intended meaning, as defined by the artist. A sexual act such as bukkake, as wandsinhand astutely notes, acts as a universal sign and “automatically generates a narrative for the image without anything really needing to be detailed”. Barthes argues that such a “relation between thing signified and image signifying in analogical representation” is unlike language, which has a much more ‘arbitrary’ relationship between signifier and signified (272). Bukkake and the Assertion of Masculine Power in Merlin Merlin (2008–12) is a BBC reimagining of the Arthurian legend that focuses on the coming-of-age of Arthur and his close bond with his manservant Merlin, who keeps his magical identity secret until Arthur’s final stand in the iconic Battle of Camlann. The homosexual potential of Merlin and Arthur’s story—and of magic as a metaphor for homosexuality—is something slash fans were quick to recognise. During question time at the first Merlin cast appearance at the London MCM Expo in October 2008—just one month after the show’s pilot first aired—a fan asked Morgan and James, who portray Merlin and Arthur, is Merlin “meant to be a love story between Arthur and Merlin?” James nods in jest. Wandsinhand, who is most active in the Teen Wolf (2011–present) fandom, has produced two Merlin slash manips to date, a 2013 Merlin/Arthur and a 2012 Arthur/Percival, both untitled. The Merlin/Arthur manip (see Figure 1) depicts Merlin bound and on his knees, Arthur ejaculating across his face and on his chest. Merlin is naked while Arthur is partially clothed in chainmail and armour. They are both bruised and dirty, Arthur’s injuries suggesting battle given his overall appearance, while Merlin’s suggesting abuse, given his subordinate position. The setting appears to be the royal stables, where we know Merlin spends much of his time mucking out Arthur’s horses. I am left to wonder if perhaps Merlin did not carry out this duty to Arthur’s satisfaction, and is now being punished for it; or if Arthur has returned from battle in need of sexual gratification and the endorsement of power that comes from debasing his manservant. Figure 1: wandsinhand, Untitled (Merlin/Arthur), 2013, photo montage. Courtesy the artist. Both readings are supported by Arthur’s ‘spent’ expression of disinterest or mild curiosity, while Merlin’s face emotes pain: crying and squinting through the semen obscuring his vision. The artist confirms this reading in our interview: “Arthur is using his pet Merlin to relieve some stress; Merlin of course not being too pleased about the aftermath, but obedient all the same.” The noun ‘pet’ evokes the sexual connotations of Merlin’s role as Arthur’s personal manservant, while also demoting Merlin even further than usual. He is, in Arthur’s eyes, less than human, a sexual plaything to use and abuse at will. The artist’s statement also confirms that Arthur is acting against Merlin’s will. Violence is certainly represented here, the base models having been ‘marked up’ to depict sexualisation of an already physically and emotionally abusive relationship, their relative positioning and the importation of semen heightening the humiliation. Wandsinhand’s work engages characters in sadomasochistic play, with semen and urine frequently employed to degrade and arouse—“peen wolf”, a reference to watersports, is used within his Teen Wolf practice. The two wandsinhand works analysed in this present article come without words, thus lacking a “linguistic message” (Barthes 273–6). However even so, the artist’s statement and Arthur’s stance over “his pet Merlin” mean we are still able to “skim off” (270) the meanings the image contains. The base models, for example, invite comparison with the ‘gay bukkake’ genre of gay pornography—admittedly with a single dominant male rather than a group. Gay bukkake has become a popular niche in North American gay pornography—it originated in Japan as a male–female act in the 1980s. It describes a ritualistic sexual act where a group of dominant men—often identifying as heterosexual—fuck and debase a homosexual, submissive male, commonly bareback (Durkin et al. 600). The aggression on display in this act—much like the homosocial insistency of men who partake in a ‘circle jerk’ (Mosher 318)—enables the participating men to affirm their masculinity and dominance by degrading the gay male, who is there to service (often on his knees) and receive—in any orifice of the group’s choosing—the men’s semen, and often urine as well. The equivalencies I have made here are based on the ‘performance’ of the bukkake fantasy in gay niche hazing and gay-for-pay pornography genres. These genres are fuelled by antigay sentiment, aggression and debasement of effeminate males (see Kendall). I wish here to resist the temptation of labelling the acts described above as deviant. As is a common problem with anti-pornography arguments, to attempt to fix a practice such as bukkake as deviant and abject—by, for example, equating it to rape (Franklin 24)—is to negate a much more complex consideration of distinctions and ambiguities between force and consent; lived and fantasy; where pleasure is, where it is performed and where it is taken. I extend this desire not to label the manip in question, which by exploiting the masculine posturing of Arthur effectively sexualises canon debasement. This began with the pilot when Arthur says: “Tell me Merlin, do you know how to walk on your knees?” Of the imported imagery—semen, bruising, perspiration—the key signifier is Arthur’s armour which, while torn in places, still ensures the encoding of particular signifieds: masculinity, strength and power. Doggystyle and the Subversion of Arthur’s ‘Armoured Self’ Since the romanticism and chivalric tradition of the knight in shining armour (see Huizinga) men as armoured selves have become a stoic symbol of masculine power and the benchmark for aspirational masculinity. For the medieval knight, armour reflects in its shiny surface the mettle of the man enclosed, imparting a state of ‘bodilessness’ by containing any softness beneath its shielded exterior (Burns 140). Wandsinhand’s Arthur/Percival manip (see Figure 2) subverts Arthur and the symbolism of armour with the help of arguably the only man who can: Arthur’s largest knight Percival. While a minor character among the knights, Percival’s physical presence in the series looms large, and has endeared him to slash manip artists, particularly those with only a casual interest in the series, such as wandsinhand: Why Arthur and Percival were specifically chosen had really little to do with the show’s plot, and in point of fact, I don’t really follow Merlin that closely nor am I an avid fan. […] Choosing Arthur/Percival really was just a matter of taste rather than being contextually based on their characterisations in the television show. Figure 2: wandsinhand, Untitled (Arthur/Percival), 2012, photo montage. Courtesy the artist. Concerning motivation, the artist explains: “Sometimes one’s penis decides to pick the tv show Merlin, and specifically Arthur and Percival.” The popularity of Percival among manip artists illustrates the power of physicality as a visual sign, and the valorisation of size and muscle within the gay community (see Sánchez et al.). Having his armour modified to display his muscles, the implication is that Percival does not need armour, for his body is already hard, impenetrable. He is already suited up, simultaneously man and armoured. Wandsinhand uses the physicality of this character to strip Arthur of his symbolic, masculine power. The work depicts Arthur with a dishevelled expression, his armoured chest pressed against the ground, his chainmail hitched up at the back to expose his arse, Percival threading his unsheathed cock inside him, staring expressionless at the ‘viewer’. The artist explains he “was trying to show a shift of power”: I was also hinting at some sign of struggle, which is somewhat evident on Arthur’s face too. […] I think the expressions work in concert to suggest […] a power reversal that leaves Arthur on the bottom, a position he’s not entirely comfortable accepting. There is pleasure to be had in seeing the “cocky” Arthur forcefully penetrated, “cut down to size by a bigger man” (wandsinhand). The two assume the ‘doggystyle’ position, an impersonal sexual position, without eye contact and where the penetrator sets the rhythm and intensity of each thrust. Scholars have argued that the position is degrading to the passive party, who is dehumanised by the act, a ‘dog’ (Dworkin 27); and rapper Snoop ‘Doggy’ Dogg exploits the misogynistic connotations of the position on his record Doggystyle (see Armstrong). Wandsinhand is clear in his intent to depict forceful domination of Arthur. Struggle is signified through the addition of perspiration, a trademark device used by this artist to symbolise struggle. Domination in a sexual act involves the erasure of the wishes of the dominated partner (see Cowan and Dunn). To attune oneself to the pleasures of a sexual partner is to regard them as a subject. To ignore such pleasures is to degrade the other person. The artist’s choice of pairing embraces the physicality of the male/male bond and illustrates a tendency among manip producers to privilege conventional masculine identifiers—such as size and muscle—above symbolic, nonphysical identifiers, such as status and rank. It is worth noting that muscle is more readily available in the pornographic source material used in slash manips—muscularity being a recurrent component of gay pornography (see Duggan and McCreary). In my interview with manip artist simontheduck, he describes the difficulty he had sourcing a base image “that complimented the physicality of the [Merlin] characters. […] The actor that plays Merlin is fairly thin while Arthur is pretty built, it was difficult to find one. I even had to edit Merlin’s body down further in the end.” (personal correspondence, used with permission) As wandsinhand explains, “you’re basically limited by what’s available on the internet, and even then, only what you’re prepared to sift through or screencap yourself”. Wandsinhand’s Arthur/Percival pairing selection works in tandem with other artistic decisions and inclusions—sexual position, setting, expressions, effects (perspiration, lighting)—to ensure the intended reading of the work. Antithetical size and rank positions play out in the penetration/submission act of wandsinhand’s work, in which only the stronger of the two may come out ‘on top’. Percival subverts the symbolic power structures of prince/knight, asserting his physical, sexual dominance over the physically inferior Arthur. That such a construction of Percival is incongruent with the polite, impeded-by-my-size-and-muscle-density Percival of the series speaks to the circumstances of manip production, much of which is on a taste basis, as previously noted. There are of course exceptions to this, the Teen Wolf ‘Sterek’ (Stiles/Derek) pairing being wandsinhand’s, but even in this case, size tends to couple with penetration. Slash manips often privilege physicality of the characters in question—as well as the base models selected—above any particular canon-supported slash reading. (Of course, the ‘queering’ nature of slash practice means at times there is also a desire to see such identifiers subverted, however in this example, raw masculine power prevails.) This final point is in no way representative—my practice, for example, combines manips with ficlets to offer a clearer connection with canon, while LJ’s zdae69 integrates manips, fiction and comics. However, common across slash manip artists driven by taste—and requests—rather than connection with canon—the best known being LJ’s tw-31988, demon48180 and Tumblr’s lwoodsmalestarsfakes, all of whom work across many fandoms—is interest in the ‘aesthetics of canon’, the blue hues of Teen Wolf or the fluorescent greens of Arrow (2012–present), displayed in glossy magazine format using services such as ISSUU. In short, ‘the look’ of the work often takes precedent over canonical implications of any artistic decisions. “Nothing Too Serious”: Slash Manips as Objects Worth Studying It had long been believed that the popular was the transient, that of entertainment rather than enlightenment; that which is manufactured, “an appendage of the machinery”, consumed by the duped masses and a product not of culture but of a ‘culture industry’ (Adorno and Rabinbach 12). Scholars such as Radway, Ang pioneered a shift in scholarly practice, advancing the cultural studies project by challenging elitism and finding meaning in traditionally devalued cultural texts and practices. The most surprising outcome of my interviews with wandsinhand was hearing how he conceived of his practice, and the study of slash: If I knew I could get a PhD by writing a dissertation on Slash, I would probably drop out of my physics papers! […] I don’t really think too highly of faking/manip-making. I mean, it’s not like it’s high art, is it? … or is it? I guess if Duchamp’s toilet can be a masterpiece, then so can anything. But I mainly just do it to pass the time, materialise fantasies, and disperse my fantasies unto others. Nothing too serious. Wandsinhand erects various binaries—academic/fan, important/trivial, science/arts, high art/low art, profession/hobby, reality/fantasy, serious/frivolous—as justification to devalue his own artistic practice. Yet embracing the amateur, personal nature of his practice frees him to “materialise fantasies” that would perhaps not be possible without self-imposed, underground production. This is certainly supported by his body of work, which plays with taboos of the unseen, of bodily fluids and sadomasochism. My intention with this article is not to contravene views such as wandsinhand’s. Rather, it is to promote slash manips as a form of remix culture that encourages new perspectives on how slash has been defined, its connection with male producers and its symbiotic relationship with gay pornography. I have examined the ‘semiotic significance of selection’ that creates meaning in two contrary slash manips; how these works actualise and resist canon dominance, as it relates to the physical and the symbolic. This examination also offers insight into this form’s connection to and negotiation with certain ideologies of gay pornography, such as the valorisation of size and muscle. 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As one of the more visible manifestations of the boom in new media, computer games have attracted a great deal of attention, both from the popular press, and from academics. In the case of the former, much of this coverage has focussed on the perceived danger games pose to the young mind, whether that danger be physical (in terms of bodily atrophy due to inactivity) or social (in terms of anti-social and even violent behaviour, caused by exposure to specific types of content). The massacre at Columbine High School in the United States seems to have further fuelled these fears, with several stories focusing on the fact that the killers were both players of violent video games (Dickinson 1999; Hansen 1999). These concerns have also found their way into political circles, promoting a seemingly endless cycle of inquiries and reports (for example, see Durkin 1995; Durkin and Aisbett 1999). Academic discourse on the subject has, perhaps somewhat surprisingly, tended to adopt a similar line, tracing out a return to the dark days of media effects theory. This is especially true of those studies that focus on the psychological aspects of computer game usage. For example, Scott (1995) conducted a study specifically aimed at investigating "to what extent, if any, aggressive computer game playing would have on individuals of different personality composition, and in which particular aspects of aggressiveness this might be experienced" (Scott 1995, 122). Similarly, Ballard (1999) examined the relationship between gender and violent computer games arguing that the level of violence depicted in a game directly affects the interaction between players of different genders. Almost without exception, these studies come from the experimental tradition of media research, often employing laboratory experiments in order to test their hypotheses. As the problems with this methodology have been covered extensively elsewhere (for example, see Hall 1982; Murdock and Golding 1977; Lowery and DeFleur 1983) I will not go into detail here, except to point out that most experimental research underestimates the importance of physical context in media use. Other studies have attempted to approach the subject from a more qualitative perspective, often utilising theories derived from post-structuralism to examine the construction of identity in games. For example, Alloway and Gilbert (1998) explore relationship between computer games and notions of masculinity, arguing that simplistic notions of effects dramatically underestimate the sophistication of the readers. Similarly, Beavis (1998) argues that it is necessary to more fully explore the relationship between games players and games before engaging in debates about the social benefits or dangers of the medium. According to Beavis: Other studies have attempted to approach the subject from a more qualitative perspective, often utilising theories derived from post-structuralism to examine the construction of identity in games. For example, Alloway and Gilbert (1998) explore relationship between computer games and notions of masculinity, arguing that simplistic notions of effects dramatically underestimate the sophistication of the readers. Similarly, Beavis (1998) argues that it is necessary to more fully explore the relationship between games players and games before engaging in debates about the social benefits or dangers of the medium. According to Beavis: However, while arguments like that of Beavis clearly take the debate in another direction, in many cases the writers find themselves mired in the same ideological paradigm as the effects theorists. While stressing the need for a more nuanced conceptualisation of the game-player relationship, Beavis also implies that games are potentially destructive, stating that "young people need to be helped to critique and resist the subject positions and ideologies of video games" (Beavis, 1998). In response, the games industry itself has launched several attacks on the academic community, many of which, ironically, are framed in the kind of aggressive terminology the researchers are themselves concerned about. For example, Green argues, But for a group of academics to draw sweeping conclusions about an industry they are so obviously clueless about, based on a ludicrous, half-assed experiment that sounds like something out of a Simpsons episode, adds absolutely nothing to the discussion. (136) While it could be argued that Green's "from the hip" response itself adds little to the dialogue, it does serve to highlight one of the more surprising aspects of the computer games debate. As Green asserts, it is apparent that many of the scholars conducting research into computer games seem to know very little about the subject they are studying, a situation analogous to television researchers watching only cinematic films. Indeed, given the descriptions some researchers give of particular games, it is doubtful that they have actually played the game themselves, raising questions about the extent to which they are authorities in the area. This paper is, at least in part, aimed at rectifying this situation, by providing some broad commentary on the specific characteristics of the game medium. For the sake of convenience, I will be focussing mainly on games available on home consoles such as the Sony Playstation, and will restrict my argument to single-player games. Computer games are clearly a distinct form of media; while many are played through established technology like televisions and computers, there would seem to be something intrinsically different about their mode of address. This is primarily a function of their interactivity; unlike most forms of media, computer games respond to direct input from their audience. However, at the same time, games also display characteristics that are, at least superficially, similar to existing media forms. While games are often categorised according to the type of action required of the player (eg shooting, driving, puzzle-solving etc), they can also readily be categorised into the same genres used for other entertainment media such as films and video cassettes. Games can be based on sports, action, drama, comedy and even music, although admittedly the broad category of "simulation" game has no direct counterpart in film and video, except, perhaps philosophically, for documentary. Film and television genres are traditionally defined in terms of a set of key textual characteristics, with iconography, setting and narrative being perhaps the most obvious. Applying these notions to computer games it soon becomes clear why the generic classifications used for other media have been so easily adapted to the new medium. For example, the iconography of an action film like Face Off (explosions, guns, corpses etc) can all be found in an action game such as Syphon Filter. Similarly, the settings of horror films like I Know What You Did Last Summer (old houses, dark alleys etc) are all faithfully reproduced in horror games like Resident Evil. These correlations are true of most filmic genres and computer games, to such an extent that there is a growing trend in crossover production of "game of the film" (eg. Tomorrow Never Dies, Die Hard, Independence Day) and "film of the game" (Pokémon, Mortal Kombat) texts. When we turn our attention to narrative, however, the situation becomes somewhat more complex. Like films and television programs, games usually have definite beginning and end points, but what happens between these points seems, at least superficially, to be dramatically different. Regardless of their genre, films and television programs are self-propelling entities; the actions of the characters drive the narrative forward toward some kind of resolution. In the case of a television series, this resolution might only be partial, but at the end of the program's duration there is still some kind of finality to the narrative process, albeit temporary. Games, on the other hand, are designed for extended and often repeated playing, and as such necessarily resist narrative closure, and therefore have to provide pleasure for the player in other ways. In some cases, games adopt a strategy that is similar in many ways to episodic television; the game is divided in into several "sub-games", with overall narrative resolution only being achieved through the successful completion of the sub-games. A good example of this is Dreamworks' Medal of Honor, a first-person action game set is World War Two. In order to complete the game, players must successfully carry out a series of missions, which are themselves divided into several tasks. In keeping with the action orientation of the genre, these tasks usually involve destroying some piece of military equipment, and players are rewarded based upon their proficiency in carrying them out. What is especially interesting about games like Medal of Honor is their ability to create an illusion of narrative freedom; players can effectively dictate the course the narrative takes depending on how they perform certain tasks. Resident Evil and its sequels take this concept one step further, creating a virtual gaming environment in which the player is seemingly free to go wherever they want. However, while the players are free to dictate the narrative flow at the level of what I have termed the sub-game, completion of the overall game (and therefore narrative closure) requires the player to follow a rigidly pre-established path through the game's levels. Players could in theory spend days wandering the desolate landscape of Resident Evil 2, but they just wouldn't get anywhere. Other genres of game present different problems in terms of narrative progression, and indeed some would argue that certain games progress without possessing a narrative at all. Racing games are the most obvious example of this; driving around the same track for up to 80 laps does not constitute a narrative as it is traditionally conceptualised. However, racing games are increasingly adopting narrative conventions in order to deepen the gaming experience. Formula One 99, for example, allows the player to take the place of any of the drivers from the 1999 Formula One season, accruing points depending on finishing position in the same way as the real championship. In this context, each race operates as a sub-game, and the successful completion of each race allows the game as a whole to be completed. A slightly different take on the idea of a racing narrative is taken by Gran Turismo, a game that quickly became the most successful title from Sony's Polyphony Digital. Over the traditional racing format, Polyphony superimposed a narrative based on the game's own fictional economy. Players begin the game with enough credits to purchase a low-performance vehicle, which can then be upgraded as players win races and earn enough credits to afford the necessary parts. In this way, Gran Turismo generates a narrative that is described by the player's quest to constantly purchase faster and better cars, a narrative which, given the game's 400-car menu, can take months to reach its conclusion. One aspect of computer game narratives that has surprisingly received little attention to this point is the introductory video: the short animated sequence used to set the scene for the game that follows. Typically, these sequences are created entirely from computer generated images, and in terms of genre, perform a similar function to film trailers. As well as introducing the main characters, introductory videos inform the player about the type of game they're about to play, whether it be a racing game like Gran Turismo or a sports simulation like Cricket 2000. More importantly, introductory videos also work to discursively position the player within the narrative, providing them with information about the subject positions they are permitted to assume. For fighting-based action games like Tekken and its sequels, the introductory video provides information about all the characters in the game, telling the player that they can assume any one of the multiple identities the game offers. Other games, like Medal of Honor, are much more restrictive in terms of their subject possibilities, allowing the player to adopt only one role in the single-player version. In fact, the introductory video for Medal of Honor explicitly positions the player in a very narrowly-defined role, using a first person voice over to instruct the player that they will be acting as a particular American soldier, "Jimmy Patterson". However, even games that offer very limited latitude in terms of subject positioning can still be open to radical interpretation. The very interactivity that differentiates games from other forms of audio-visual media means that players can actively "read against" the narrative provided for them, driving the game toward new (but still inherently limited) conclusions. For example, players of Medal of Honor can attempt to achieve the game's goals through stealth rather than violence, a tactic which, interestingly, always results in a lower score. Similarly, players of some racing games can usurp the game's internal logic, substituting the goal of a race win with one of vehicular destruction. The key here is that pleasure seems to be derived through a complex relationship between the player-driven narrative and the narrative imposed by the game engine. This notion of the "resistant" reading of game narratives serves to demonstrate that the relationship between the player and game text is more complex than it at first appears; certainly it is more complex than simple media effects studies imply. What is needed now is a more rigorous investigation of both the textual characteristics of the game medium, and of how players interact with those characteristics. It is only after such an investigation has been carried out that a more constructive dialogue on the socio-cultural implications of game playing can be begun. References Alloway, N., and P. Gilbert. "Video Game Culture: Playing with Masculinity, Violence and Pleasure." Wired-up: Young People and the Electronic Media. Ed. S. Howard. London: UCL Press, 1996. Ballard, M. E. "Video Game Violence and Confederate Gender: Effects on Reward and Punishment Given." Sex Roles: A Journal of Research Oct. 1999: 541. Beavis, C. "Computer Games: Youth Culture, Resistant Readers and Consuming Passions." 1998. 23 Mar. 2000 <http://www.swin.edu.au/aare/98pap/bea98139.php>. Dickinson, A. "Where Were the Parents?" Time 153.17 (1999): 40. Durkin, K., and K. Aisbett. Computer Games and Australians Today. Sydney: Office of Film and Literature Classification, 1999. Durkin, K. Computer Games: Their Effects on Young People. Sydney: Office of Film and Literature Classification, 1995. Green, J. "The Violence Problem -- And My Humble Solution: Kill the Academics." Computer Gaming World July 2000: 136. Hall, S. "The Rediscovery of Ideology; The Return of the Repressed in Media Studies." Culture, Society and The Media. Ed. M. Gurevitch et al. London: Methuen, 1982. Hansen, G. "The Violent World of Video Games." Insight on the News 15.24: 14. Lowery, S., and M. L. DeFleur. Milestones in Mass Communications Research: Media Effects. New York: Longman, 1983. Murdock, G., and P. Golding. "Capitalism, Communication and Class Relations." Mass Communication and Society. Ed. J. Curran et al. London: Edward Arnold, 1977. Scott, D. "The Effect of Video Games on Feelings of Aggression." The Journal of Psychology 129.2 (1995): 121-134. Games and Films Cited Face Off. Film. Paramount Pictures, 1997. Formula One 99. Sony Playstation Game. Psygnosis, 1999. Gran Turismo. Sony Playstation Game. Polyphony Digital, 1999. I Know What You Did Last Summer. Film. Sony Pictures, 1997. Independence Day. Sony Playstation Game. Fox Interactive, 1998. Mortal Kombat. New Line Pictures, 1995. Pokémon. Film. Warner Brothers, 1999. Resident Evil. Sony Playstation Game. Capcom, 1997. Resident Evil 2. Sony Playstation Game. Capcom, 1998. Syphon Filter. Sony Playstation Game. Sony Interactive, 1999. Tekken. Sony Playstation Game. Namco, 1997. Tomorrow Never Dies. Sony Playstation Game. Electronic Arts, 1999. Citation reference for this article MLA style: Mark Finn. "Computer Games and Narrative Progression." M/C: A Journal of Media and Culture 3.5 (2000). [your date of access] <http://www.api-network.com/mc/0010/narrative.php>. Chicago style: Mark Finn, "Computer Games and Narrative Progression," M/C: A Journal of Media and Culture 3, no. 5 (2000), <http://www.api-network.com/mc/0010/narrative.php> ([your date of access]). APA style: Mark Finn. (2000) Computer games and narrative progression. M/C: A Journal of Media and Culture 3(5). <http://www.api-network.com/mc/0010/narrative.php> ([your date of access]).

I first came across etoy in Linz, Austria in 1995. They turned up at Ars Electronica with their shaved heads, in their matching orange bomber jackets. They were not invited. The next year they would not have to crash the party. In 1996 they were awarded Arts Electronica’s prestigious Golden Nica for web art, and were on their way to fame and bitterness – the just rewards for their art of self-regard. As founding member Agent.ZAI says: “All of us were extremely greedy – for excitement, for drugs, for success.” (Wishart & Boschler: 16) The etoy story starts on the fringes of the squatters’ movement in Zurich. Disenchanted with the hard left rhetorics that permeate the movement in the 1980s, a small group look for another way of existing within a commodified world, without the fantasy of an ‘outside’ from which to critique it. What Antonio Negri and friends call the ‘real subsumption’ of life under the rule of commodification is something etoy grasps intuitively. The group would draw on a number of sources: David Bowie, the Sex Pistols, the Manchester rave scene, European Amiga art, rumors of the historic avant gardes from Dada to Fluxus. They came together in 1994, at a meeting in the Swiss resort town of Weggis on Lake Lucerne. While the staging of the founding meeting looks like a rerun of the origins of the Situationist International, the wording of the invitation might suggest the founding of a pop music boy band: “fun, money and the new world?” One of the – many – stories about the origins of the name Dada has it being chosen at random from a bilingual dictionary. The name etoy, in an update on that procedure, was spat out by a computer program designed to make four letter words at random. Ironically, both Dada and etoy, so casually chosen, would inspire furious struggles over the ownership of these chancey 4-bit words. The group decided to make money by servicing the growing rave scene. Being based in Vienna and Zurich, the group needed a way to communicate, and chose to use the internet. This was a far from obvious thing to do in 1994. Connections were slow and unreliable. Sometimes it was easier to tape a hard drive full of clubland graphics to the underside of a seat on the express train from Zurich to Vienna and simply email instructions to meet the train and retrieve it. The web was a primitive instrument in 1995 when etoy built its first website. They launched it with a party called etoy.FASTLANE, an optimistic title when the web was anything but. Coco, a transsexual model and tabloid sensation, sang a Japanese song while suspended in the air. She brought media interest, and was anointed etoy’s lifestyle angel. As Wishart and Bochsler write, “it was as if the Seven Dwarfs had discovered their Snow White.” (Wishart & Boschler: 33) The launch didn’t lead to much in the way of a music deal or television exposure. The old media were not so keen to validate the etoy dream of lifting themselves into fame and fortune by their bootstraps. And so etoy decided to be stars of the new media. The slogan was suitably revised: “etoy: the pop star is the pilot is the coder is the designer is the architect is the manager is the system is etoy.” (Wishart & Boschler: 34) The etoy boys were more than net.artists, they were artists of the brand. The brand was achieving a new prominence in the mid-90s. (Klein: 35) This was a time when capitalism was hollowing itself out in the overdeveloped world, shedding parts of its manufacturing base. Control of the circuits of commodification would rest less on the ownership of the means of production and more on maintaining a monopoly on the flows of information. The leading edge of the ruling class was becoming self-consciously vectoral. It controlled the flow of information about what to produce – the details of design, the underlying patents. It controlled the flows of information about what is produced – the brands and logos, the slogans and images. The capitalist class is supplanted by a vectoral class, controlling the commodity circuit through the vectors of information. (Wark) The genius of etoy was to grasp the aesthetic dimension of this new stage of commodification. The etoy boys styled themselves not so much as a parody of corporate branding and management groupthink, but as logical extension of it. They adopted matching uniforms and called themselves agents. In the dada-punk-hiphop tradition, they launched themselves on the world as brand new, self-created, self-named subjects: Agents Zai, Brainhard, Gramazio, Kubli, Esposto, Udatny and Goldstein. The etoy.com website was registered in 1995 with Network Solutions for a $100 fee. The homepage for this etoy.TANKSYSTEM was designed like a flow chart. As Gramazio says: “We wanted to create an environment with surreal content, to build a parallel world and put the content of this world into tanks.” (Wishart & Boschler: 51) One tank was a cybermotel, with Coco the first guest. Another tank showed you your IP number, with a big-brother eye looking on. A supermarket tank offered sunglasses and laughing gas for sale, but which may or may not be delivered. The underground tank included hardcore photos of a sensationalist kind. A picture of the Federal Building in Oklamoma City after the bombing was captioned in deadpan post-situ style “such work needs a lot of training.” (Wishart & Boschler: 52) The etoy agents were by now thoroughly invested in the etoy brand and the constellation of images they had built around it, on their website. Their slogan became “etoy: leaving reality behind.” (Wishart & Boschler: 53) They were not the first artists fascinated by commodification. It was Warhol who said “good art is good business.”(Warhol ) But etoy reversed the equation: good business is good art. And good business, in this vectoral age, is in its most desirable form an essentially conceptual matter of creating a brand at the center of a constellation of signifiers. Late in 1995, etoy held another group meeting, at the Zurich youth center Dynamo. The problem was that while they had build a hardcore website, nobody was visiting it. Agents Gooldstein and Udatny thought that there might be a way of using the new search engines to steer visitors to the site. Zai and Brainhard helped secure a place at the Vienna Academy of Applied Arts where Udatny could use the computer lab to implement this idea. Udatny’s first step was to create a program that would go out and gather email addresses from the web. These addresses would form the lists for the early examples of art-spam that etoy would perpetrate. Udatny’s second idea was a bit more interesting. He worked out how to get the etoy.TANKSYSTEM page listed in search engines. Most search engines ranked pages by the frequency of the search term in the pages it had indexed, so etoy.TANKSYSTEM would contain pages of selected keywords. Porn sites were also discovering this method of creating free publicity. The difference was that etoy chose a very carefully curated list of 350 search terms, including: art, bondage, cyberspace, Doom, Elvis, Fidel, genx, heroin, internet, jungle and Kant. Users of search engines who searched for these terms would find dummy pages listed prominently in their search results that directed them, unsuspectingly, to etoy.com. They called this project Digital Hijack. To give the project a slightly political aura, the pages the user was directed to contained an appeal for the release of convicted hacker Kevin Mitnick. This was the project that won them a Golden Nica statuette at Ars Electronica in 1996, which Gramazio allegedly lost the same night playing roulette. It would also, briefly, require that they explain themselves to the police. Digital Hijack also led to the first splits in the group, under the intense pressure of organizing it on a notionally collective basis, but with the zealous Agent Zai acting as de facto leader. When Udatny was expelled, Zai and Brainhard even repossessed his Toshiba laptop, bought with etoy funds. As Udatny recalls, “It was the lowest point in my life ever. There was nothing left; I could not rely on etoy any more. I did not even have clothes, apart from the etoy uniform.” (Wishart & Boschler: 104) Here the etoy story repeats a common theme from the history of the avant gardes as forms of collective subjectivity. After Digital Hijack, etoy went into a bit of a slump. It’s something of a problem for a group so dependent on recognition from the other of the media, that without a buzz around them, etoy would tend to collapse in on itself like a fading supernova. Zai spend the early part of 1997 working up a series of management documents, in which he appeared as the group’s managing director. Zai employed the current management theory rhetoric of employee ‘empowerment’ while centralizing control. Like any other corporate-Trotskyite, his line was that “We have to get used to reworking the company structure constantly.” (Wishart & Boschler: 132) The plan was for each member of etoy to register the etoy trademark in a different territory, linking identity to information via ownership. As Zai wrote “If another company uses our name in a grand way, I’ll probably shoot myself. And that would not be cool.” (Wishart & Boschler:: 132) As it turned out, another company was interested – the company that would become eToys.com. Zai received an email offering “a reasonable sum” for the etoy.com domain name. Zai was not amused. “Damned Americans, they think they can take our hunting grounds for a handful of glass pearls….”. (Wishart & Boschler: 133) On an invitation from Suzy Meszoly of C3, the etoy boys traveled to Budapest to work on “protected by etoy”, a work exploring internet security. They spent most of their time – and C3’s grant money – producing a glossy corporate brochure. The folder sported a blurb from Bjork: “etoy: immature priests from another world” – which was of course completely fabricated. When Artothek, the official art collection of the Austrian Chancellor, approached etoy wanting to buy work, the group had to confront the problem of how to actually turn their brand into a product. The idea was always that the brand was the product, but this doesn’t quite resolve the question of how to produce the kind of unique artifacts that the art world requires. Certainly the old Conceptual Art strategy of selling ‘documentation’ would not do. The solution was as brilliant as it was simple – to sell etoy shares. The ‘works’ would be ‘share certificates’ – unique objects, whose only value, on the face of it, would be that they referred back to the value of the brand. The inspiration, according to Wishart & Boschsler, was David Bowie, ‘the man who sold the world’, who had announced the first rock and roll bond on the London financial markets, backed by future earnings of his back catalogue and publishing rights. Gramazio would end up presenting Chancellor Viktor Klima with the first ‘shares’ at a press conference. “It was a great start for the project”, he said, “A real hack.” (Wishart & Boschler: 142) For this vectoral age, etoy would create the perfect vectoral art. Zai and Brainhard took off next for Pasadena, where they got the idea of reverse-engineering the online etoy.TANKSYSTEM by building an actual tank in an orange shipping container, which would become etoy.TANK 17. This premiered at the San Francisco gallery Blasthaus in June 1998. Instant stars in the small world of San Francisco art, the group began once again to disintegrate. Brainhard and Esposito resigned. Back in Europe in late 1998, Zai was preparing to graduate from the Vienna Academy of Applied Arts. His final project would recapitulate the life and death of etoy. It would exist from here on only as an online archive, a digital mausoleum. As Kubli says “there was no possibility to earn our living with etoy.” (Wishart & Boschler: 192) Zai emailed eToys.com and asked them if them if they would like to place a banner ad on etoy.com, to redirect any errant web traffic. Lawyers for eToys.com offered etoy $30,000 for the etoy.com domain name, which the remaining members of etoy – Zai, Gramazio, Kubli – refused. The offer went up to $100,000, which they also refused. Through their lawyer Peter Wild they demanded $750,000. In September 1999, while etoy were making a business presentation as their contribution to Ars Electronica, eToys.com lodged a complaint against etoy in the Los Angeles Superior Court. The company hired Bruce Wessel, of the heavyweight LA law firm Irell & Manella, who specialized in trademark, copyright and other intellectual property litigation. The complaint Wessel drafted alleged that etoy had infringed and diluted the eToys trademark, were practicing unfair competition and had committed “intentional interference with prospective economic damage.” (Wishart & Boschler: 199) Wessel demanded an injunction that would oblige etoy to cease using its trademark and take down its etoy.com website. The complaint also sought to prevent etoy from selling shares, and demanded punitive damages. Displaying the aggressive lawyering for which he was so handsomely paid, Wessel invoked the California Unfair Competition Act, which was meant to protect citizens from fraudulent business scams. Meant as a piece of consumer protection legislation, its sweeping scope made it available for inventive suits such as Wessel’s against etoy. Wessel was able to use pretty much everything from the archive etoy built against it. As Wishart and Bochsler write, “The court papers were like a delicately curated catalogue of its practices.” (Wishart & Boschler: 199) And indeed, legal documents in copyright and trademark cases may be the most perfect literature of the vectoral age. The Unfair Competition claim was probably aimed at getting the suit heard in a Californian rather than a Federal court in which intellectual property issues were less frequently litigated. The central aim of the eToys suit was the trademark infringement, but on that head their claims were not all that strong. According to the 1946 Lanham Act, similar trademarks do not infringe upon each other if there they are for different kinds of business or in different geographical areas. The Act also says that the right to own a trademark depends on its use. So while etoy had not registered their trademark and eToys had, etoy were actually up and running before eToys, and could base their trademark claim on this fact. The eToys case rested on a somewhat selective reading of the facts. Wessel claimed that etoy was not using its trademark in the US when eToys was registered in 1997. Wessel did not dispute the fact that etoy existed in Europe prior to that time. He asserted that owning the etoy.com domain name was not sufficient to establish a right to the trademark. If the intention of the suit was to bully etoy into giving in, it had quite the opposite effect. It pissed them off. “They felt again like the teenage punks they had once been”, as Wishart & Bochsler put it. Their art imploded in on itself for lack of attention, but called upon by another, it flourished. Wessel and eToys.com unintentionally triggered a dialectic that worked in quite the opposite way to what they intended. The more pressure they put on etoy, the more valued – and valuable – they felt etoy to be. Conceptual business, like conceptual art, is about nothing but the management of signs within the constraints of given institutional forms of market. That this conflict was about nothing made it a conflict about everything. It was a perfectly vectoral struggle. Zai and Gramazio flew to the US to fire up enthusiasm for their cause. They asked Wolfgang Staehle of The Thing to register the domain toywar.com, as a space for anti-eToys activities at some remove from etoy.com, and as a safe haven should eToys prevail with their injunction in having etoy.com taken down. The etoy defense was handled by Marcia Ballard in New York and Robert Freimuth in Los Angeles. In their defense, they argued that etoy had existed since 1994, had registered its globally accessible domain in 1995, and won an international art prize in 1996. To counter a claim by eToys that they had a prior trademark claim because they had bought a trademark from another company that went back to 1990, Ballard and Freimuth argued that this particular trademark only applied to the importation of toys from the previous owner’s New York base and thus had no relevance. They capped their argument by charging that eToys had not shown that its customers were really confused by the existence of etoy. With Christmas looming, eToys wanted a quick settlement, so they offered Zurich-based etoy lawyer Peter Wild $160,000 in shares and cash for the etoy domain. Kubli was prepared to negotiate, but Zai and Gramazio wanted to gamble – and raise the stakes. As Zai recalls: “We did not want to be just the victims; that would have been cheap. We wanted to be giants too.” (Wishart & Boschler: 207) They refused the offer. The case was heard in November 1999 before Judge Rafeedie in the Federal Court. Freimuth, for etoy, argued that federal Court was the right place for what was essentially a trademark matter. Robert Kleiger, for eToys, countered that it should stay where it was because of the claims under the California Unfair Competition act. Judge Rafeedie took little time in agreeing with the eToys lawyer. Wessel’s strategy paid off and eToys won the first skirmish. The first round of a quite different kind of conflict opened when etoy sent out their first ‘toywar’ mass mailing, drawing the attention of the net.art, activism and theory crowd to these events. This drew a report from Felix Stalder in Telepolis: “Fences are going up everywhere, molding what once seemed infinite space into an overcrowded and tightly controlled strip mall.” (Stalder ) The positive feedback from the net only emboldened etoy. For the Los Angeles court, lawyers for etoy filed papers arguing that the sale of ‘shares’ in etoy was not really a stock offering. “The etoy.com website is not about commerce per se, it is about artist and social protest”, they argued. (Wishart & Boschler: 209) They were obliged, in other words, to assert a difference that the art itself had intended to blur in order to escape eToy’s claims under the Unfair Competition Act. Moreover, etoy argued that there was no evidence of a victim. Nobody was claiming to have been fooled by etoy into buying something under false pretences. Ironically enough, art would turn out in hindsight to be a more straightforward transaction here, involving less simulation or dissimulation, than investing in a dot.com. Perhaps we have reached the age when art makes more, not less, claim than business to the rhetorical figure of ‘reality’. Having defended what appeared to be the vulnerable point under the Unfair Competition law, etoy went on the attack. It was the failure of eToys to do a proper search for other trademarks that created the problem in the first place. Meanwhile, in Federal Court, lawyers for etoy launched a counter-suit that reversed the claims against them made by eToys on the trademark question. While the suits and counter suits flew, eToys.com upped their offer to settle to a package of cash and shares worth $400,000. This rather puzzled the etoy lawyers. Those choosing to sue don’t usually try at the same time to settle. Lawyer Peter Wild advised his clients to take the money, but the parallel tactics of eToys.com only encouraged them to dig in their heels. “We felt that this was a tremendous final project for etoy”, says Gramazio. As Zai says, “eToys was our ideal enemy – we were its worst enemy.” (Wishart & Boschler: 210) Zai reported the offer to the net in another mass mail. Most people advised them to take the money, including Doug Rushkoff and Heath Bunting. Paul Garrin counseled fighting on. The etoy agents offered to settle for $750,000. The case came to court in late November 1999 before Judge Shook. The Judge accepted the plausibility of the eToys version of the facts on the trademark issue, which included the purchase of a registered trademark from another company that went back to 1990. He issued an injunction on their behalf, and added in his statement that he was worried about “the great danger of children being exposed to profane and hardcore pornographic issues on the computer.” (Wishart & Boschler: 222) The injunction was all eToys needed to get Network Solutions to shut down the etoy.com domain. Zai sent out a press release in early December, which percolated through Slashdot, rhizome, nettime (Staehle) and many other networks, and catalyzed the net community into action. A debate of sorts started on investor websites such as fool.com. The eToys stock price started to slide, and etoy ‘warriors’ felt free to take the credit for it. The story made the New York Times on 9th December, Washington Post on the 10th, Wired News on the 11th. Network Solutions finally removed the etoy.com domain on the 10th December. Zai responded with a press release: “this is robbery of digital territory, American imperialism, corporate destruction and bulldozing in the way of the 19th century.” (Wishart & Boschler: 237) RTMark set up a campaign fund for toywar, managed by Survival Research Laboratories’ Mark Pauline. The RTMark press release promised a “new internet ‘game’ designed to destroy eToys.com.” (Wishart & Boschler: 239) The RTMark press release grabbed the attention of the Associated Press newswire. The eToys.com share price actually rose on December 13th. Goldman Sachs’ e-commerce analyst Anthony Noto argued that the previous declines in the Etoys share price made it a good buy. Goldman Sachs was the lead underwriter of the eToys IPO. Noto’s writings may have been nothing more than the usual ‘IPOetry’ of the time, but the crash of the internet bubble was some months away yet. The RTMark campaign was called ‘The Twelve Days of Christmas’. It used the Floodnet technique that Ricardo Dominguez used in support of the Zapatistas. As Dominguez said, “this hysterical power-play perfectly demonstrates the intensions of the new net elite; to turn the World Wide Web into their own private home-shopping network.” (Wishart & Boschler: 242) The Floodnet attack may have slowed the eToys.com server down a bit, but it was robust and didn’t crash. Ironically, it ran on open source software. Dominguez claims that the ‘Twelve Days’ campaign, which relied on individuals manually launching Floodnet from their own computers, was not designed to destroy the eToys site, but to make a protest felt. “We had a single-bullet script that could have taken down eToys – a tactical nuke, if you will. But we felt this script did not represent the presence of a global group of people gathered to bear witness to a wrong.” (Wishart & Boschler: 245) While the eToys engineers did what they could to keep the site going, eToys also approached universities and businesses whose systems were being used to host Floodnet attacks. The Thing, which hosted Dominguez’s eToys Floodnet site was taken offline by The Thing’s ISP, Verio. After taking down the Floodnet scripts, The Thing was back up, restoring service to the 200 odd websites that The Thing hosted besides the offending Floodnet site. About 200 people gathered on December 20th at a demonstration against eToys outside the Museum of Modern Art. Among the crowd were Santas bearing signs that said ‘Coal for eToys’. The rally, inside the Museum, was led by the Reverend Billy of the Church of Stop Shopping: “We are drowning in a sea of identical details”, he said. (Wishart & Boschler: 249-250) Meanwhile etoy worked on the Toywar Platform, an online agitpop theater spectacle, in which participants could act as soldiers in the toywar. This would take some time to complete – ironically the dispute threatened to end before this last etoy artwork was ready, giving etoy further incentives to keep the dispute alive. The etoy agents had a new lawyer, Chris Truax, who was attracted to the case by the publicity it was generating. Through Truax, etoy offered to sell the etoy domain and trademark for $3.7 million. This may sound like an insane sum, but to put it in perspective, the business.com site changed hands for $7.5 million around this time. On December 29th, Wessel signaled that eToys was prepared to compromise. The problem was, the Toywar Platform was not quite ready, so etoy did what it could to drag out the negotiations. The site went live just before the scheduled court hearings, January 10th 2000. “TOYWAR.com is a place where all servers and all involved people melt and build a living system. In our eyes it is the best way to express and document what’s going on at the moment: people start to about new ways to fight for their ideas, their lifestyle, contemporary culture and power relations.” (Wishart & Boschler: 263) Meanwhile, in a California courtroom, Truax demanded that Network Solutions restore the etoy domain, that eToys pay the etoy legal expenses, and that the case be dropped without prejudice. No settlement was reached. Negotiations dragged on for another two weeks, with the etoy agents’ attention somewhat divided between two horizons – art and law. The dispute was settled on 25th January. Both parties dismissed their complaints without prejudice. The eToys company would pay the etoy artists $40,000 for legal costs, and contact Network Solutions to reinstate the etoy domain. “It was a pleasure doing business with one of the biggest e-commerce giants in the world” ran the etoy press release. (Wishart & Boschler: 265) That would make a charming end to the story. But what goes around comes around. Brainhard, still pissed off with Zai after leaving the group in San Francisco, filed for the etoy trademark in Austria. After that the internal etoy wranglings just gets boring. But it was fun while it lasted. What etoy grasped intuitively was the nexus between the internet as a cultural space and the transformation of the commodity economy in a yet-more abstract direction – its becoming-vectoral. They zeroed in on the heart of the new era of conceptual business – the brand. As Wittgenstein says of language, what gives words meaning is other words, so too for brands. What gives brands meaning is other brands. There is a syntax for brands as there is for words. What etoy discovered is how to insert a new brand into that syntax. The place of eToys as a brand depended on their business competition with other brands – with Toys ‘R’ Us, for example. For etoy, the syntax they discovered for relating their brand to another one was a legal opposition. What made etoy interesting was their lack of moral posturing. Their abandonment of leftist rhetorics opened them up to exploring the territory where media and business meet, but it also made them vulnerable to being consumed by the very dialectic that created the possibility of staging etoy in the first place. By abandoning obsolete political strategies, they discovered a media tactic, which collapsed for want of a new strategy, for the new vectoral terrain on which we find ourselves. Works Cited Negri, Antonio. Time for Revolution. Continuum, London, 2003. Warhol, Andy. From A to B and Back Again. Picador, New York, 1984. Stalder, Felix. ‘Fences in Cyberspace: Recent events in the battle over domain names’. 19 Jun 2003. <http://felix.openflows.org/html/fences.php>. Wark, McKenzie. ‘A Hacker Manifesto [version 4.0]’ 19 Jun 2003. http://subsol.c3.hu/subsol_2/contributors0/warktext.html. Klein, Naomi. No Logo. Harper Collins, London, 2000. Wishart, Adam & Regula Bochsler. Leaving Reality Behind: etoy vs eToys.com & Other Battles to Control Cyberspace Ecco Books, 2003. Staehle, Wolfgang. ‘<nettime> etoy.com shut down by US court.’ 19 Jun 2003. http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.html Links http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.htm http://felix.openflows.org/html/fences.html http://subsol.c3.hu/subsol_2/contributors0/warktext.html Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Wark, McKenzie. "Toywars" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/02-toywars.php>. APA Style Wark, M. (2003, Jun 19). Toywars. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/02-toywars.php>