Journal articles on the topic 'Television viewers – Vietnam – Case studies'

One of the greatest concerns to television program producers is to attract and retain viewers. There have been many studies aiming to predict and examine the determinants of viewers’ preference for television programs, of which the most outstanding is the research on media enjoyment by Nabi and Krcmar. In particular, Nabi and Krcmar proposed the tripartite model of media enjoyment effects on viewing and content-related behavior that comprises of affective reaction, cognitive reaction and behaviour reaction. A more generalized theory is that of Katz et al. on the uses and gratifications. Accordingly, the audience has a collection of needs that come from social and psychological origins and needs to be gratified; all types of mass communication media are only a facility to satisfy those needs. Four general categories of needs are identified, including (1) diversion; (2) personal relationships; (3) personal identity and; (4) surveillance. Later studies have been devoted to clarifying and extending these needs. This research employs the reliability test Cronbach’s Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) to test the research model and measure the influence of the cognitive and affective factors on the enjoyment and uses of television programs. The final objective of this research is to find the way to influence the viewers’ preference for reality programs/gameshows in Vietnam.

This paper discusses the recent development of digital television in Western Europe. It traces the players and the outcome of the new television revolution as it is considered in Europe and argues that, as in the case of cable and satellite TV in the 1980s, the development of digital television is mostly associated with hype and ‘technorazzamatazz’ rather than with realistic estimates and most importantly not taking into account the reaction of the viewers.

With the historical televised first presidential debates of John F. Kennedy and Richard M. Nixon, television made its national debut as a political influence. Television became a third player in the debates in the way it filmed the candidates. Kennedy and Nixon respectively served as models of effective and ineffective presentations of oneself on the electronic screen. Because of this event, “The Image” emerged as part of the sensibility for any public figure as well as an intrinsic part of the political lexicon. Kennedy, as President, also developed a model of his frequent usage of television as an outreach connection to the public. A few years later television became the dominant media when it presented the Vietnam War to the viewers’ living rooms. This sparked a series of protests not only anti-draft but from other movements: civil rights, black protest, student rights, women’s rights in a society that was becoming part of an unprecedented information age. Television not only reported these events, it repeated its visual imagery which helped to reinforce changing norms in our society. Fifty-five years later, Donald Trump, known for his television celebrity as well as his reputation as a successful businessman, became an unusual marker of reality about public tolerance and acceptance, largely helped by cable television and its effect after fifty-five years of viewers and the additional factor of hundreds of cable channels. Kennedy, Nixon and Trump serve as bookends for television’s prominent and definitely mediated influence on American history.

In recent years, autistic-coded characters have become a common staple in sitcoms. This paper will examine depictions of autistic-coded characters in two such sitcoms: CBS’s The Big Bang Theory (Big Bang), and NBC’s Community. Sheldon on Big Bang is stereotyped and mistreated by his friends, while Abed on Community challenges stereotypes and is beloved. The different treatment of autistic characters stems from the responses of the shows’ writers to the fear of accidentally misrepresenting autism, with the crew of Big Bang choosing to avoid the label of autism, while Community embraced it and did research to better represent autistic people. This difference has a huge impact on audiences watching the shows. Seeing Sheldon’s friends belittling him because of his autistic-coded traits triggers shame in autistic viewers, while also validating ableist thought patterns in neurotypical viewers. In Community, however, seeing Abed’s confidence in his autistic embodiment serves to boost the confidence of autistic viewers, while his friends’ and classmates’ love and support of him serves as a model for neurotypical viewers of how to best interact with autistic people in the real world. The case of these two shows illustrates two important facts about autistic representation in media: failing to diagnose a character does not exempt a writer from ableist representations, and to avoid this ableism it is important to listen to audience feedback and do research to properly understand the characters from the perspective of the communities they stand for.

This article looks at viewers’ responses to the romance between two older women on the BBC medical drama Holby City. In the context of a continuing lack of representation of (older) women-loving women, viewers of all ages describe a transformative experience, with an emphasis on positive mental health outcomes – yet older women also orient to something implicitly problematic about this being the case. This is premised, I suggest, in the foregrounding of youth and adolescence in academic and public discussions of the role of the media in sexual self-realisation. The research demonstrates the need for qualitative case studies capturing LGBTQ portrayals, taking account of the experiences of older viewers, and of network television even in a fragmented and queer(er) digital market.

NET television station. is a station that has a young age compared to other televisions in Indonesia, but is much loved by loyal viewers. Seeing the many loyal viewers of the television station, public relations creates a place to gather and exchange the views of loyal viewers of the NET television station. as the NET community. Good people. The purpose of this study was to find out the strategies carried out by the public relations television station NET. in building an image in the community.In this study using the public relations strategy theory Scoot M. Cutlip & Allen H. Center This study uses a constructivist paradigm with a qualitative approach to case study methods. Data collection techniques with interview techniques and observations and supported by literature studies. The results of this study are public relations television station NET. apply the Scoot M. Cutlip & Allen H.Center theory in implementing the public relations strategy. Besides that, "NET. TV is COOL "is a corporate image that is valued by the community. While the obstacles faced are when looking for targets to become members of the NET community. Good people.

NET television station. is a station that has a young age compared to other televisions in Indonesia, but is much loved by loyal viewers. Seeing the many loyal viewers of the television station, public relations creates a place to gather and exchange the views of loyal viewers of the NET television station. as the NET community. Good people. The purpose of this study was to find out the strategies carried out by the public relations television station NET. in building an image in the community.In this study using the public relations strategy theory Scoot M. Cutlip & Allen H. Center This study uses a constructivist paradigm with a qualitative approach to case study methods. Data collection techniques with interview techniques and observations and supported by literature studies. The results of this study are public relations television station NET. apply the Scoot M. Cutlip & Allen H.Center theory in implementing the public relations strategy. Besides that, "NET. TV is COOL "is a corporate image that is valued by the community. While the obstacles faced are when looking for targets to become members of the NET community. Good people.

This article explores the role of Australian 1970s and 1980s ‘quality’ historical television series and miniseries in engaging national audiences in discussions about their national history. These programmes – which had a corollary in the United States in the same period – were ‘blockbusters’. But the historical miniseries of this period were not designed just to make money for the television networks, rather they had ‘designs’ on their viewers. What this set of programmes have in common is a sense of their important contribution to debates about what, who and why of nations and citizens. The producers of these programmes, in a period of significant social change and the emergence of identity politics, sought to engage citizens with the complexities of national histories. This article focuses on one series, Luke’s Kingdom, and explores why and how it was possible for this television genre to reinvigorate and rethink ideas of national belonging.

Post-crisis Greece is experiencing dynamic audiovisual market growth, faster than the EU average. As Greek TV responds to the challenges of the streaming era, new paths are forged by young viewers/users. This article, based on a survey of nearly 1,000 students, attempts to characterise the viewing patterns of young audiences, who are early adopters and heavy consumers of streaming television. We argue that whereas young Greek media users favour streaming platforms, they value the social character of traditional television, which plays a prominent role in post-crisis Greece. Young media users’ screen behaviour can be described as mobility-centred and algorithmically naïve.

Popular and journalistic discussions of television often present a rhetoric, which suggests that television has become ubiquitous, any content being able to be watched anytime, anywhere. This article argues that this represents a myth of televisual ubiquity, which neglects the role still played by national borders and which makes assumptions about the types of television of interest to people. By accepting the myth of televisual ubiquity, we are making assertions about the television experience of some viewers over others, as well as creating a distinction of which television can be seen to have lasting importance. The article analyzes the components of the myth of televisual ubiquity and draws them together to consider a case study, video on demand in New Zealand.

This article is concerned with the ways in which local/national drama becomes a global success, which strategies are developed to appeal to viewers within different cultural settings and how far this shift is important when re/thinking audience reception studies. The study answers this question by exploring the television (TV) drama series, The Magnificent Century (2011–2014) by conducting in-depth interviews in the Greek capital Athens and the Moroccan capital Rabat with viewers and the production and distribution team of the series. The findings show that potentials for pleasure in the consumption of drama are designed from the very beginning when thinking globally, to reduce cultural differences to a minimum, to finally fuse audiences’ interpretative practices beyond cultural polarization to common understandings.

Movies are very familiar to everyone, from children, adolescents to adults, whether just because they want to watch, a hobby, or fill their spare time. Movies that used to be watched only on television and had to wait months after release or directly to the cinema, with the development of technology, of course, it is increasingly easier for everyone to enjoy movies, now they can be watched through paid television services to smartphones. One of the websites that viewers often use to review movies they have watched is IMDb. The data review can be used to get an opinion or opinion mining from the audience, whether the title of the movie being reviewed is good or not. One of the algorithms that are often used is Naïve Bayes, apart from being easy to implement, Naïve Bayes is also known to be very fast and easy to use to predict classes on a test dataset. The purpose of this study is to see how much influence the Expectation-Maximization to increase accuracy on implementation of Expectation-Maximization algorithm in opinion mining movies review case studies. From the results of this study using the Expectation-Maximization method, it was found that the accuracy increased by 4% compared to using only Naïve Bayes.

Reality television in the United States has often been understood to reinforce the punitive and neoliberal turns American political culture took in the late twentieth century. But in this article, we examine how it can work to unsettle as well as naturalize punitive and neoliberal ideologies. We do so via a case study of To Catch a Predator, a reality-based television program documenting the detection, legal apprehension, and extralegal punishment of adults seeking sex with teenagers. Both the appeal of the show and its susceptibility to the backlash that ultimately shut down its production, we argue, lay in a tacit invitation to viewers to imagine themselves as predators as well as parents or prosecutors.

China Central Television (CCTV) and Hunan Satellite Television (HST) have engaged in a moment of confrontation. The two networks have great stakes in that confrontation, and each has a lot to gain or to lose, including access to television utilities, reach to national audiences and share of the advertising market, not to mention the right to represent the viewers. I attempt to document that moment of confrontation in this paper. I begin with a brief review of existing knowledge about Chinese television, moving away from a propaganda monolith. I continue with a discussion of regional satellite television (STV) broadcasters aspiring to be a national force to he reckoned with. However, as I argue in the paper, capacity constraints and economic reality mean that there is a limit to what the STVs can do. I then proceed to a discussion of an exceptional case involving HSTV, a regional broadcaster based in an underdeveloped inland province of China. I will describe the smart commercial cycle accomplished by the STV, best exemplified by the success of a talent quest show known as Super Girls. The model provided a passage to the survival of HSTV, but by doing so it also unnerved CCTV, the ailing empire of television in China. Towards the end of the paper, I discuss the reactions of CCTV, which apparently bordered on desperation and despair. I use the confrontation to reiterate that Chinese television is changing drastically and that it is high time for the political television establishment to learn to put up with the new commercially operated broadcasters.

Mostly television station operates by advertiser support. But not with DAAI TV. There are no product advertisements like most television stations in Indonesia. However, DAAI TV has been broadcasting since 2007 and still exists until now without advertiser support. This research hopes to be useful in increasing the reader's insight, how DAAI TV's business model is and whether there are economic or political elements behind its operations. This research uses a qualitative approach with a case study method. The data needed in this analysis was obtained through interviews with several parties from DAAI TV and documentation studies. The research procedure was carried out within the framework of descriptive analysis. It can be concluded that the television station DAAI TV is a media that uses a different concept from other media, namely social networks. And with its uniqueness as a television that spreads love, DAAI TV hopes that through its shows, it will have a special place in the hearts of viewers.

In this paper I deal with the concept of the binge-watching of television series episodes. The word binge means a period of excessive indulgence in an activity. Particularly, in terms of media theory, it becomes synonymous with obsessive, marathon watching of TV shows and movies through streaming television. The central hypothesis is that binge-watching goes beyond what has for previous decades been considered a generally accepted way of watching TV content. In order to better understand this notion, it is also necessary to explain the importance of non-linear television and its distinction in relation to ‘traditional’ or linear television. I will pay special attention to social networks as an indispensable factor that completes the binge-watching experience. Social networks are also involved in the peripheral specifics of binge-watching that lead to the emergence of new occupations, which are in direct correlation with the desire of viewers to be informed about their favorite TV content. I also performed a case study of the TV show Pretty Little Liars (PLL). This show had strong effect on connecting creators with viewers through social networks. As a relatively new phenomenon, binge-watching has the potential to soon become an interesting subject of research. Article received: March 27, 2018; Article accepted: May 10, 2018; Published online: October 15, 2018; Original scholarly paperHow to cite this article: Krstić, Srđan. "'Binge-Watching': The New Way of Watching TV Series." AM Journal of Art and Media Studies 17 (2018): 15−23. doi: 10.25038/am.v0i17.266

This article makes a case for formal analysis of historical TV through close readings that demonstrate the ways in which postwar television unsettled the domestic sphere. While scholars of historical television have dismissed formal criticism for its ignorance of contexts of production and reception, I argue that the content and form of TV in its developmental years directly contextualize industry and society. In its first decades of mass use, television refigured spatial relationships by creating an uncanny liminality between the public sphere of commerce and entertainment and the private sphere of the home. These newly blurred boundaries had profound implications for postwar conceptions of gender, home, and family. Through both form and content, programs as wide-ranging as the science-fiction anthology The Twilight Zone (CBS, 1959–64) and domestic sitcoms The George Burns and Gracie Allen Show (CBS, 1950–58) and The Adventures of Ozzie and Harriet (ABC, 1952–66) developed modes of address to articulate and work through their viewers’ anxieties. In order to probe the wide-reaching implications of the new medium’s intimate address, I argue that scholars of historical television must be as attentive to program content, textuality, and form as they are to technological and industrial developments.

On 30 October 2010, US news satirists Jon Stewart and Stephen Colbert jointly held the ‘Rally to Restore Sanity and/or Fear’, attracting a crowd of over 200,000 in Washington, DC, and an estimated national audience of two million viewers on Comedy Central. While Stewart denied it, this event was widely interpreted as a satirical response to Fox News Anchor Glenn Beck's earlier ‘Restoring Honor’ rally, a controversial event that hosted numerous figures of the conservative and Christian right, including Sarah Palin. This event provides a case study in this article for a wider reflection on contemporary debates surrounding contemporary journalism, drawing on work that has situated ‘new political television’ in relation to wider transformations in mediated democracy, as this has been impacted by political-economic, technological, political and socio-cultural change.

As the American populace is increasingly identifying as non-religious, religious representation is surprisingly also increasing on television, leading many to discuss the limits and boundaries of acceptable representations of religion through the cultural forum of television. The series finales of Lost and Battlestar Galactica serve as a particular pair of case studies I place in discussion with each other about religious-representational and generic concerns. Online reactions in discussion forums or comment sections to the religious elements in these finales generally occur in one of two ways: negative reactions that set the religious endings in opposition to the genre expectations viewers had for the shows or generally positive reactions that focus on the religious themes as successful affective tools that provided adequate or at least justified narrative closure. In both discursive strains, the tone was overwhelmingly respectful and occasionally aware that those entering into the discussions were engaging in larger cultural debates, providing one site of exploring the changing role of religion in popular television through a study of expectations of science fiction narratives and their conclusions.

Border residents in Meranti Regency still love Malaysian free to air television broadcasts. The broadcasting regulation stipulates that broadcasters must provide free to air access to foster a love of Indonesian television broadcasts and a spirit of nationalism for all levels of society. However, the reality in the field is inversely proportional. An important point that questioned in this research is how the implementation of broadcasting regulations governing equality of access to information and containers of cultural expression in free to air broadcasts for all Indonesian people, especially in border areas. This study aims to reveal the extent of the application of broadcasting regulations in the border region in the context of free to air broadcasts and cultural expression containers in free to air broadcasts. Social action media studies used as an analytical tool to reveal that access and broadcasting infrastructure are a necessity for reaching viewers. The program of the choice model is another analytical tool in uncovering the motives for selecting free to air broadcasts that are loved by border society. The case study method used to find data from the field of a single case that is the implementation of free to air broadcasting regulations in the Indonesian border region of Malaysia. As a result, broadcasting regulations are considered unsuccessful in the context of free to air in the border regions, and the expression of Malay culture has no place on Indonesian television, which in turn, the Malay cultural preference filled with free to air Malaysian broadcasts. Keyword: Broadcasting, free-to-air, audience, border society, culture.

In 1991, Leningrad television broadcast a program that has since become infamous. The program's guest, Sergei Kurekhin, claiming to be a political figure and scientist, conducted an elaborate hoax that he presented as a serious historical exploration into the origins of the Bolshevik revolution. Using visual, textual, and scientific evidence, Kurekhin argued that the revolution was led by people who had been consuming hallucinogenic mushrooms. As a result, their personalities were being replaced by mushroom personalities, and their leader, Vladimir Lenin, was simply a mushroom. This fact, according to Kurekhin, shed new light on many enigmas of Soviet history. Millions of viewers were at a loss: were they witnessing a serious program, a daring prank, a case of unprecedented lunacy? In this article, Alexei Yurchak analyzes that remarkable comedic performance, its social and political effects then and now, and what it may contribute to our understanding of the relationship between politics and irony.

This article has two main aims. First, it seeks to contribute to existing research on the mediation of post-communist memory by considering the Polish case and specifically by focusing on audience memories of an iconic television series produced in communist Poland, Four Tankmen and a Dog (TVP, 1966–1970), set during World War II. Second, the article pays particular attention to the generational stratification of audience memories, and thereby makes a contribution to recent literature that examines the links between generation and mediated remembering. The analysis draws on life-course interviews with viewers of two different generations, conducted in Poland in 2014. The results indicate that the ways in which Polish audiences remember communist-era programming, and specifically the extent to which they perceive such programming as propaganda, vary significantly with generation. We argue that these differences stem from generationally specific experiences in the past, which gave rise to distinct modes of engaging with the communist era and its heritage.

Even though viewers understand that a television show is fictional, they can still mourn the demise of their favorite characters. This fictional grief became apparent with the on-screen death of the character Jack in the program This Is Us. The current study analyzed the death narrative and perceived responsibility in first and second seasons of This Is Us, paired with the online responses posted to social media and the short promotional video between the show and Crock-Pot. Findings suggest that fans experienced and expressed parasocial grief for Jack’s death on social media, attributing blame to the Crock-Pot brand. In turn, the company’s tweets and replies acknowledged and participated in the fans’ mourning rituals while reassuring the brand’s safety, ultimately aiding the brand’s public recovery. From fans’ displaced blame to the later partnership between the show and brand, labeled “#CrockPotIsInnocent,” this case demonstrates the impact of fictional media, social media engagement for parasocial grief, and a successful real-life brand recovery for a fictional crisis.

A fake news story can travel half way across the world as the truth puts on its socks. There are myriads of challenges facing journalists in spotting fake news hence its wide proliferation. Fake news has become a prominent subject of enquiry especially following its alleged influence of the 2016 general elections in US. Unfortunately, research on fake news has focused on social media, politics, elections, and economies. Few studies have focused on the challenges that TV journalists face in spotting fake news prompting this study. The specific research question was; what are the challenges facing television journalists in spotting fake news in Kenya? The study adapted a relativist-constructivist/interpretivist ontology and epistemology, qualitative approach and multiple case study methodology. Data was generated through in-depth interviews, direct observation and documents review. The study used purposive sampling to generate data from 16 journalists. Data was then analysed in themes and presented in narrative form. Key findings were that in spotting fake news, journalists faced challenges like; loss of viewers, lack of authoritative contacts, sources who gave fake news for personal, business, political, and economic benefits, ability of fake news to camouflage real news, speed of fake news, typologies of fake news, live reporting, inexperienced correspondents and interns, and social media. The study concludes that the challenges facing journalists in spotting fake news were majorly based on sources, technology, education, skills and training, and its typology. The study therefore recommends that editorial boards invest in experts to train journalists on styles, architecture, propagation and use of fake news, inoculation of journalists and audiences, raising fake news literacy levels, and use of technology based approaches like reverse search and fact checking sites. Key words: Fake news, journalists, spotting, challenges, television, Kenya

In-Audible Experts? Managing the Perception of Expert’s Statements in the Era of Multimodal Media, on the Example of Selected Material From an Information Service ‒ Pilot Study The article discusses the perception studies of experts commenting political events on television. The aim of the study was to determine to what extent the expert hypothesis works in the era of multimodal communication and information noise. In addition, an attempt was made to identify elements of viewers’ attention management, such as: attractors and visual distractors, and to determine the importance of emblems of expertise in qualifying people who speak to this group. Two research techniques were used in the study: eye tracking and surveys, which allowed for comprehensive analysis of multimodal message. Research shows that in the case of such messages, viewers usually use the face-caption-face scheme, with the face being the attractor for both groups – a single person and a crowd. The elements of the background turned out to be distractors, which can be of great importance in the perception of expert statements, since in the media we recently tend to place the expert outside, in a dynamic surrounding. At the same time, the analysis showed that expert emblems, e.g. title or clothing, are an indicator of the speaker’s belonging to this group. Despite of this, expert statements were considered by the respondents to be aggressive, non-substantive and not adding anything to their knowledge of politics, which supports the recognition of Tom Nichols’s thesis about the death of experts and their expertise, and at the same time about the inadequacy of the hypothesis referring to experts in the age of multimodal media.

YouTube as a social media site for online videos has become a major platform for the distribution and consumption of video blogs (vlogs). Famous YouTube video bloggers (vloggers) can obtain large audiences and become important for product marketing. The success of vloggers can be related to the achievement of audience engagement, manifested by viewers’ participation and consumption on YouTube. Existing studies have explored vloggers’ audience engagement behaviours (AEBs) in their videos. This work-in-process research shifts focus from content to the vlogging “context” - situational factors involved during the production of vlogs. Context has been studied in subjects including human-computer interactions (HCI), television and language use, but rarely in vlogging. Previous research unveiled that context could affect bloggers’ written content. Research in marketing suggests the effect of context on brands’ engagement strategies towards consumers. However, the relationships between vlogging context and vloggers’ AEBs in videos have rarely been explored. This study explores the question “How can vlogging context affect vloggers’ audience engagement behaviours in videos?” This study implemented a qualitative analysis of videos from two famous UK YouTube vloggers. The analysis currently focuses on exploring how three key types of context (vlogger, audience and environmental context ) may affect the two AEBs – interaction and self-disclosure. The results propose that the three contexts affect vloggers’ AEBs through multiple contextual factors within each context. This highlights the importance of the vlogging context regarding its impact on vloggers’ implementation of AEBs. The study contributes to establishing a further understanding of AEBs of vloggers by taking context into account in addition to content. It provides another angle to evaluate vloggers and social media producers’ practices for building audiences.

TV series’ depictions of mental disorders have received considerable scholarly attention. However, few studies have considered the role of aesthetic elements in representing mental disorders. Therefore, in this study, we analysed how aesthetic features influence the representation of “psychopathy” in British coming-of-age TV series through the case study of The End of the F***ing World. We chose to analyse psychopathy due to its over-representation in the media and its often-mistaken conflation with the actual mental disorder of antisocial personality disorder (ASPD). We applied an aesthetic methodology in our analysis. We analysed the series in terms of language, appearance, behaviour, music and sound, technical devices, and intertextuality, closely observing three sequences of various episodes that correspond to the character’s symptoms, diagnosis, medication, and treatment. Our findings show that the aesthetic characteristics, characters, and events of the plot can act as expressive means through which the experience of living with a mental disorder can be accurately represented and simultaneously entertain viewers with drama and suspense. The series challenges the reductionist perspective and previous stereotypes of audio–visual pieces related to ASPD, suggesting that future TV series can better represent mental disorders with the correct use of television aesthetics and cinematic devices.

The paper deals with the effects of prescriptivism on the Lithuanian language. The research includes one domain of language use – radio and television, and one aspect of language – lexicon, in the period between 1960 and 2010. The investigation is corpus-based and focuses on the use of words that are classified as “incorrect” by the Lithuanian norm-setters. The study is important both as a discussion of the impact of prescriptivism on language change in general, as well as of the indirect influence of media on language, since media can affect the symbolic evaluation of specific language forms.The paper consists of five chapters. The first chapter “Review of the research” discusses the theoretical assumptions and concepts needed for further analysis: it gives an overview of studies on the effects of prescriptivism conducted in Lithuania and elsewhere, presents the concepts of second-level indexicality and style, and outlines the key characteristics of media change in Lithuania that are relevant to the study. Studies on the success of prescriptivism do not give a definite answer as to whether prescriptivism works. Institutionalisation and a high degree of stigmatisation of the corrected language forms can be listed among the factors that increase its success; prescriptivism is likely to be less successful when the “forbidden” language forms are too convenient to be given up, or when prescriptivist rules are too complicated for lay language users and the rules contradict each other. In the case of media, the effect of prescriptivism is said to be weakened by media commercialisation.When applied to the analysis of non-standard words, first-order indexicality refers to situations when the non-standard forms are used as value-free instances of ordinary speech, in already established meanings; in these cases, the speakers are not aware that they are using “incorrect” forms. Second-order indexicality refers to cases when non-standard words are used for additional function, e.g., to express a speaker’s particular identity or to construct a certain (informal, friendly) speech style. The concept of style, referring to the social differences between individual speakers, is used to analyse the use of words in concrete situations. The paper gives an overview of three sociolinguistic concepts of style that are relevant in this study: style as a degree of formality (e.g., when the speaker accommodates to the formal context of the media and uses less non-standard words); as audience and referee design (e.g., use of non-standard words in programmes for young audiences); and as a speaker design (e.g., play with language by the programme host in order to construct a fun persona).In the study of non-standard lexis, it is important to account for certain features of Lithuanian media development, such as the Soviet period, which was characterised by the use of newspeak, and the commercialisation of the media in the contemporary period. Accordingly, the paper analyses the uses of incorrect words as a part of newspeak and their use for the entertainment-related purposes such as language plays in present times. The paper also addresses the transitory period of radio and TV development, which has features from both the previous and the later periods, as well as some unique characteristics of language use.The second chapter “Radio and TV speech in the prescriptive discourse” presents an analysis of the metalinguistic discourse on media speech produced by Lithuanian prescriptivists from the pre-war period up to now. The analysis shows how this discourse preserved the same dominant idea about media’s role in language standardisation. On the one hand, during this whole time, radio and television were approached as responsible for teaching listeners and viewers the “correct language”; on the other hand, simultaneously, the language of radio and television was perceived as failing to conform to the prescriptive norms set by the norm-setters. The huge societal shifts that happened during this time did not make a major influence on this discourse. It remained very stable during different periods of time. The social, cultural and political changes in society and the media were taken into account only by adjusting the argumentation – by presenting patriotic, moral, ideological or legal motives that were meant to justify the language prescriptions.The third chapter “Research methods and data” presents the Corpus of Radio and TV speech, the concept of non-standard words, and the sources of prescriptivist corrections used in the analysis. The corpus of radio and TV speech includes data from 1960 to 2011 and is constructed in a balanced way to represent the periods of Lithuanian radio and TV development (Soviet, transitory, contemporary), as well as programme genres (talk programmes, information programmes, journals/features/documentaries). The speakers are coded into six types: news reader/voice-over, talk show host, expert, celebrity, hero and vox populi. For the analysis, the non-standard words that are classified as “incorrect” in the normative tradition of the Lithuanian language were coded. These include old (mainly, Slavic) and new (mainly, English) loans, the so-called hybrid words (that have a borrowed part), semantic loans, translations, as well as some lexicalised uses of words and some lexicalised syntactic constructions. Two types of words are analysed – individual lexical words and functional words. The latter include various fillers and discourse markers, as well as pronoun constructions with tai (e.g. kažkas tai ‘some(body)’). Non-standard words were identified from older and present style guides, including the database of language corrections created by the State Commission of the Lithuanian Language.The fourth chapter “Change in the number of non-standard words: a quantitative analysis” investigates development of the use of non-standard words on radio and TV, as well as the frequency of usage of the non-standard lexical forms. According to the corpus data, the average frequency of non-standard words by one speaker is 17 per thousand words, which makes up about 2–3 “incorrect” words per minute. Non-standard discourse markers and fillers (9.8/1000 words) are used most frequently, whereas individual lexical words (5.6/1000 words) are much less frequent, and pronoun constructions with tai (1.6/1000 words) are rarer still. Closer analysis revealed that the only statistically significant change between the analysed periods (Soviet, transitory and contemporary) was a decrease of the frequency of non-standard lexical words in the contemporary period compared to the previous ones. The frequency of discourse markers/fillers and pronoun constructions with tai did not change. Regarding the speaker types, the uses of non-standard words decreased in those groups that are within easier reach of prescriptivism – news readers/voice-overs and talk show hosts. Also, to a lesser extent, in the group of experts. Those groups of speakers that are less likely to be subjected to language correction practices (ordinary people) did not seem to change their behaviour: the number of non-standard words in their speech did not decrease, on the contrary, a slight increase has been noticed. These findings confirm the effects of institutionalised prescriptivism. Regarding genres, non-standard words are least frequent in information programmes, which are mostly based on the reading of written texts. Lists of the most frequent non-standard words during the three periods overlap to a great extent, which means that despite prescriptivist practices, the most frequent non-standard words do not disappear from the air.The fifth chapter “Change in the functions of non-standard words: a qualitative analysis” investigates specific communicative situations of the usage of non-standard words and takes into account the media-related and societal contexts, as well as the stylistic and social functions of the corrected lexis. A common trait of the use of non-standard words during all periods, interpreted as the first level of indexicality, is the use of common, everyday vocabulary, most likely without being aware of the “incorrect” status of the chosen forms. Also, non-standard words are used as a part of professional language, in this case the speaker might be aware that he or she is using an ‘incorrect’ word, but chooses to use it nevertheless for convenience or because of its indexical value for professional identity. During all the periods, non-standard words are also used as indices of informal and authentic communication between close acquaintances; this function is performed by all types of the studied non-standard words, particularly old borrowings and frequent fillers.The study identified a few style- and social meaning-related uses of non-standard lexis that explain the choice of the corrected forms instead of the required equivalents. In the Soviet period, some non-standard words were used as a part of Soviet newspeak; old borrowings were used in references to the ideological enemies of Soviet rule, mainly the ones from pre-war Lithuania. In certain cases, these words were employed due to their stylistic value in an intimate and authentic discourse. The late Soviet period saw the first use of non-standard words as markers of informal communication. The use of non-standard words in the transitory period shows some of the functions from the Soviet period, e.g., they are used as an element of newspeak, albeit without the Soviet ideological value, or as expressions of informality. A particular feature of this period is the use of non-standard words as an index of live and authentic speech, which was not allowed during Soviet times, as a means of authentic communication, and the criticism and violation of Soviet taboos. The contemporary period is marked by a huge variety of functions of non-standard words. It brings in a number of new style-related functions of non-standard words: construction of youth-oriented identity and youth-oriented referee design, reference to past times (e.g., by using non-standard words reflecting the Soviet reality), or quoting. Perhaps the most distinctive features of this period are the use of non-standard words in the speech of professional journalists, as well as their use for the purposes of humour and entertainment (for the construction of certain personas), e.g., in language plays and stylisations. These uses can be explained by commercial media requirements, increasing trends of the informalisation of public speech and conversationalisation.The study concluded that the effect of prescriptivism on the use of non-standard words in radio and TV in Lithuania is limited. Firstly, the frequency of non-standard words decreased mainly in those groups of speakers that are subject to the formal, institutionalised power of language gatekeepers (media professionals). Secondly, the data shows a decrease only of those non-standard words that are easier to control by the speakers themselves – lexical words. The frequency of various function words that are more difficult to be aware of when speaking did not decrease. Thirdly, the largest decrease in non-standard lexical forms occurred in those speech situations where a prepared written text is used; this means that prescriptivist requirements have a greater effect when the speakers and the language are controlled, and less effect in spontaneous communication situations. The above-mentioned difference between professional and non-professional speakers demonstrates that speakers are able to control the lexical forms they choose.Analysis of the most frequently used non-standard words during different periods also demonstrates the limits of prescriptivism. The lists of the most frequently used non-standard words during different periods overlap to a great extent, which means that despite prescriptivist efforts, they were not eliminated from being used on air.Finally, the limited success of prescriptivism is demonstrated by the discussed social values of non-standard words, when they are used for various social and stylistic functions not possessed by a ‘correct’ equivalent. The qualitative analysis revealed the particular strength of old borrowings, which are used to create a sincere, friendly speech style, as well as a ludic speaker identity. On the one hand, it can be interpreted as a sign of the ineffectiveness of prescriptivism – if the words are needed, it is likely that they will be further used despite their ‘illegal’ status. On the other hand, when the speakers purposefully (e.g., on account of a particular association, stylistic value) choose a particular language form and are at the same time aware about its “incorrectness”, it is an effect of prescriptivism, only with the opposite outcome.The study is based on the analysis of spoken language on radio and TV, therefore it cannot be used to draw conclusions about the Lithuanian language in general. It is likely that the effect of prescriptivism on written language (because of its more formal style and particularly because of language editing practices) would be stronger. Nevertheless, broadcast media speech constitutes a considerable and important part of language use, thus we can conclude that the impact of prescriptivism on the Lithuanian language does not have far-reaching effects.

This study aims to open a discussion on the changing face of cultural imperialism within the context of contemporary capitalism’s conditions and the changing habits of Turkish television viewers. Although the past two decades have witnessed a growing interest in both the changing patterns of television viewing habits and viewers’ class status, this process has focused almost exclusively on the West and specifically Euro-American metropolitan viewers’ experiences. By contrast, very few studies have directly addressed other contexts, specifically, television viewers in non-western countries. Based on cultural proximity and cultural discount theories, this study analyses the reasons and outcomes behind Turkish television viewers’ ongoing tendency towards the video-on-demand platforms, such as Netflix, HBO, Hulu, Amazon Prime Video or their domestic counterparts, like Puhu or Blu TV, under Turkey’s ongoing modernization process. The results suggest that video-on-demand platforms provide particular interest for television viewers while offering relative freedom from state-controlled public media or strictly regulated private channels. Nevertheless, these platforms have appealed to both Turkish upper-middle-class viewers and younger viewers who have the cultural background to enjoy and appreciate the content on offer. This study also indicates how access to streaming platforms in Turkey mainly relies on the class status of television viewers, and that this kind of cultural flow, to some extent, creates a digital divide in Turkey.

This study aims to open a discussion on the changing face of cultural imperialism within the context of contemporary capitalism’s conditions and the changing habits of Turkish television viewers. Although the past two decades have witnessed a growing interest in both the changing patterns of television viewing habits and viewers’ class status, this process has focused almost exclusively on the West and specifically Euro-American metropolitan viewers’ experiences. By contrast, very few studies have directly addressed other contexts, specifically, television viewers in non-western countries. Based on cultural proximity and cultural discount theories, this study analyses the reasons and outcomes behind Turkish television viewers’ ongoing tendency towards the video-on-demand platforms, such as Netflix, HBO, Hulu, Amazon Prime Video or their domestic counterparts, like Puhu or Blu TV, under Turkey’s ongoing modernization process. The results suggest that video-on-demand platforms provide particular interest for television viewers while offering relative freedom from state-controlled public media or strictly regulated private channels. Nevertheless, these platforms have appealed to both Turkish upper-middle-class viewers and younger viewers who have the cultural background to enjoy and appreciate the content on offer. This study also indicates how access to streaming platforms in Turkey mainly relies on the class status of television viewers, and that this kind of cultural flow, to some extent, creates a digital divide in Turkey.

Abstract Previous studies of discrimination have explored the role that customer prejudice may play in lowering the marginal revenue product of minority employees and, hence, lowering their equilibrium wages. I observe that variation in these types of customer preferences creates an incentive for firms to respond strategically by engaging in product differentiation via the characteristics of their employees. Analysis of data collected for local television news stations supports the predictions of this model of "competitive discrimination." There is a negative correlation between the racial, gender, and age compositions of competing news stations. Moreover, Nielsen ratings for station broadcasts indicate that viewers of stations with more black employees are less discriminatory than viewers of stations with fewer blacks. A similar result is found when examining the age and gender composition of employees.

This article discusses online media’s contribution to the youthification of television through the case study of DRUCK (tr. Pressure, 2018–), the German format adaptation of SKAM (tr. Shame, 2015–17). Youthification is understood as the television industry’s attempts to reach and win back teen and tween viewers with strategies in production, representations, aesthetics and distribution. In DRUCK, online media are integral to the youthification in all these strategies. Our multifaceted analysis of this serial combines perspectives from media industry studies to investigate production strategies, sociological analysis of film and television to examine the thematic and narrative choices and theories of transmedia storytelling to make sense of the specific distribution choices.

This article is part of an ongoing ethnography of the Japanese television industry focusing on its attempts to experiment with live, interactive content that was manipulable via smart devices, laptops, and remote controls. Based on 18 months of fieldwork in the Japanese television industry in four major TV network offices and two production companies, it also incorporates interviews with more than 30 broadcast company employees. I use two case studies of early interactive television programming to discuss the strategies producers have used to create community and promote identification among audiences of these shows: ‘ Arashi Feat. You’ was a live music event that courted a large audience through the involvement of a massively popular boy band and promoted the idea of ‘turning viewers into users’ by allowing them to play musical instruments along with the band. ‘ The Last Award’ allowed participants to submit and evaluate each other’s videos live through a dedicated user interface. Through these examples, I argue that participation alters the nature of television spectacle and results in changes to the way producers address and inscribe audiences as cocreators of content. The rhetoric used by interactive television accordingly defaults to ‘we’ and ‘us’ and features accessible and relatable celebrities as surrogates for the audience.

This article argues that queer seriality manifests as a unique feature of streaming media. Through an examination of the Netflix children's show She-Ra and the Princesses of Power (2018–2020), a case study in both queer representation and format, I apply research on affect theory to understand streaming media via a framework of intimacy and queer identity. The article focuses on how streaming services produce affect in their viewers via the perspective of a queer theoretical framework. I argue that affect is produced in the intimacy of the streaming experience, drawing from television studies to consider how the domestic space is both celebrated and expanded by streaming media like She-Ra. The expansion of television from the solely domestic realm has important implications not only for the economic functions of streaming media, but also for their socio-political purposes. Specifically, queer seriality becomes a central framework through which we can understand the political potential of streaming media. 

The purpose of this study is to investigate how female officers’ body sizes are depicted on the TV show, “Police Women of Broward County.” Little literature examines the media’s depiction of bodies belonging to women who are involved in traditionally masculine professions. However, feminist and masculinist literature, along with biophysical literature, tends to suggest that women are smaller and weaker than men or are perceived that way in society. It stands to reason that media may portray female officers this way or portray women attempting to overcome this stigma personally and professionally to appeal to viewers or as a reflection of mainstream attitudes or ideas. Using a record-review case study methodology, the researcher examined free snippets and numerous online episodes of the TLC Network show, “Police Women of Broward County.” The show, which includes fieldwork and interviews, contained quotations about size, and scenarios in which size appeared to be relevant to policing. Overcoming the stigma was a recurring theme, but it was not the only theme. Some comments were positively associated with female officers’ sizes insofar as police seemed tenaciously motivated by their smaller stature. However, some comments that connected size, gender, and professionalism seemed to be negative or to suggest diminution. Some comments discussed size differences within the female police population but the comments were neither negative nor positive because they were merely factual or informational.

Introduction Television has become more and more restricted within the past few years. Rating systems and "family programming" have taken over the broadcast networks, relegating violent programming, often some of the most cutting edge work in television, to pay channels. There are very few people willing to stand up and say that viewers -- even young children -- should be able to watch whatever they want, and that viewing acts of violence can actually result in more mature, balanced adults. Jib Fowles is one of those people. His book, The Case For Television Violence, explores the long history of violent content in popular culture, and how its modern incarnation, television, fulfils the same function as epic tragedy and "penny dreadfuls" did -- the diverting of aggressive feelings into the cathartic action of watching. Fowles points out the flaws in studies linking TV violence to actual violence (why, for example, has there been a sharp decline in violent crime in the U.S. during the 1990s when, by all accounts, television violence has increased?), as well as citing overlooked studies that show no correlation between viewing and performing acts of violence. The book also demonstrates how efforts to censor TV violence are not only ineffective, but can lead to the opposite result: an increase in exposure to violent viewing as audiences forsake traditional broadcast programming for private programming through pay TV and videocassettes. The revised excerpt below describes one of the more heated topics of debate -- the V-Chip. Television Violence and You Although the antiviolence fervor crested in the US in the first half of the 1990s, it also continued into the second half. As Sissela Bok comments: "during the 1990s, much larger efforts by citizen advocacy groups, churches, professional organizations, public officials, and media groups have been launched to address the problems posed by media violence" (146). It continues as always. On the one side, the reformist position finds articulation time and again; on the other side, the public's incessant desire for violent entertainment is reluctantly (because there is no prestige or cachet to be had in it) serviced by television companies as they compete against each other for profits. We can contrast these two forces in the following way: the first, the antitelevision violence campaign, is highly focussed in its presentation, calling for the curtailment of violent content, but this concerted effort has underpinnings that are vague and various; the second force is highly diffused on the surface (the public nowhere speaks pointedly in favor of violent content), but its underpinnings are highly concentrated and functional, pertinent to the management of disapproved emotions. To date, neither force has triumphed decisively. The antiviolence advocates can be gratified by the righteousness of their cause and sense of moral superiority, but violent content continues as a mainstay of the medium's offerings and in viewers' attention. Over the longer term, equilibrium has been the result. If the equilibrium were upset, however, unplanned consequences would result. The attack on television violence is not simply unwarranted; it carries the threat of unfortunate dangers should it succeed. In the US, television violence is a successful site for the siphoning off of unwanted emotions. The French critic Michel Mourlet explains: "violence is a major theme in aesthetics. Violence is decompression: Arising out of a tension between the individual and the world, it explodes as the tension reaches its pitch, like an abscess burning. It has to be gone through before there can be any repose" (233). The loss or even diminishment of television violence would suggest that surplus psychic energy would have to find other outlets. What these outlets would be is open to question, but the possibility exists that some of them might be retrogressive, involving violence in more outright and vicious forms. It is in the nation's best interest not to curtail the symbolic displays that come in the form of television violence. Policy The official curbing of television violence is not an idle or empty threat. It has happened recently in Canada. In 1993, the Canadian Radio- Television and Telecommunications Commission, the equivalent of the Australian Broadcasting Authority or of the American FCC, banned any "gratuitous" violence, which was defined as violence not playing "an integral role in developing the plot, character, or theme of the material as a whole" (Scully 12). Violence of any sort cannot be broadcast before 9 p.m. Totally forbidden are any programs promoting violence against women, minorities, or animals. Detailed codes regulate violence in children's shows. In addition, the Canadian invention of the V-chip is to be implemented, which would permit parents to block out programming that exceeds preset levels for violence, sexuality, or strong language (DePalma). In the United States, the two houses of Congress have held 28 hearings since 1954 on the topic of television violence (Cooper), but none has led to the passage of regulatory legislation until the Telecommunications Act of 1996. According to the Act, "studies have shown that children exposed to violent video programming at a young age have a higher tendency for violent and aggressive behavior later in life than children not so exposed, and that children exposed to violent video programming are prone to assume that acts of violence are acceptable behavior" (Section 551). It then requires that newly manufactured television sets must "be equipped with a feature designed to enable viewers to block display of all programs with a common rating" (Telecommunications Act of 1996, section 551). The V-chip, the only available "feature" to meet the requirements, will therefore be imported from Canada to the United States. Utilising a rating system reluctantly and haltingly developed by the television industry, parents on behalf of their children would be able to black out offensive content. Censorship had passed down to the family level. Although the V-chip represents the first legislated regulation of television violence in the US, that country experienced an earlier episode of violence censorship whose outcome may be telling for the fate of the chip. This occurred in the aftermath of the 1972 Report to the Surgeon General on Television and Social Behavior, which, in highly equivocal language, appeared to give some credence to the notion that violent content can activate violent behavior in some younger viewers. Pressure from influential congressmen and from the FCC and its chairman, Richard Wiley, led the broadcasting industry in 1975 to institute what came to be known as the Family Viewing Hour. Formulated as an amendment to the Television Code of the National Association of Broadcasters, the stipulation decreed that before 9:00 p.m. "entertainment programming inappropriate for viewing by a general family audience should not be broadcast" (Cowan 113). The definition of "inappropriate programming" was left to the individual networks, but as the 1975-1976 television season drew near, it became clear to a production company in Los Angeles that the definitions would be strict. The producers of M*A*S*H (which aired at 8:30 p.m.) learned from the CBS censor assigned to them that three of their proposed programs -- dealing with venereal disease, impotence, and adultery -- would not be allowed (Cowan 125). The series Rhoda could not discuss birth control (131) and the series Phyllis would have to cancel a show on virginity (136). Television writers and producers began to rebel, and in late 1975 their Writers Guild brought a lawsuit against the FCC and the networks with regard to the creative impositions of the Family Viewing Hour. Actor Carroll O'Connor (as quoted in Cowan 179) complained, "Congress has no right whatsoever to interfere in the content of the medium", and writer Larry Gelbert voiced dismay (as quoted in Cowan 177): "situation comedies have become the theater of ideas, and those ideas have been very, very restricted". The judge who heard the case in April and May of 1976 took until November to issue his decision, but when it emerged it was polished and clear: the Family Viewing Hour was the result of "backroom bludgeoning" by the FCC and was to be rescinded. According to the judge, "the existence of threats, and the attempted securing of commitments coupled with the promise to publicize noncompliance ... constituted per se violations of the First Amendment" (Corn-Revere 201). The fate of the Family Viewing Hour may have been a sort of premoniton: The American Civil Liberties Union is currently bringing a similar case against proponents of the V-chip -- a case that may produce similar results. Whether or not the V-chip will withstand judicial scrutiny, there are several problematic aspects to the device and any possible successors. Its usage would appear to impinge on the providers of violent content, on the viewers of it, and indeed on the fundamental legal structure of the United States. To confront the first of these three problems, significant use of the V- chip by parents would measurably reduce the audience size for certain programmes containing symbolic violence. Little else could have greater impact on the American television system as it is currently constituted. A decrease in audience numbers quickly translates into a decrease in advertising revenues in an advertising system such as that of the United States. Advertisers may additionally shy away from a shunned programme because of its loss of popularity or because its lowered ratings have clearly stamped it as violent. The decline in revenues would make the programme less valuable in the eyes of network executives and perhaps a candidate for cancellation. The Hollywood production company would quickly take notice and begin tailoring its broadcast content to the new standards. Blander or at least different fare would be certain to result. Broadcast networks may begin losing viewers to bolder content on less fastidious cable networks and in particular to the channels that are not supported and influenced by advertising. Thus, we might anticipate a shift away from the more traditional and responsible channels towards the less so and away from advertising-supported channels to subscriber-supported channels. This shift would not transpire according to the traditional governing mechanism of television -- audience preferences. Those to whom the censored content had been destined would have played no role in its neglect. Neglect would have transpired because of the artificial intercession of controls. The second area to be affected by the V-chip, should its implementation prove successful, is viewership, in particular younger viewers. Currently, young viewers have great license in most households to select the content they want to watch; this license would be greatly reduced by the V-chip, which can block out entire genres. Screening for certain levels of violence, the parent would eliminate most cartoons and all action- adventure shows, whether the child desires some of these or not. A New York Times reporter, interviewing a Canadian mother who had been an early tester of a V-chip prototype, heard the mother's 12-year-old son protesting in the background, "we're not getting the V-chip back!" The mother explained to the reporter, "the kids didn't like the fact that they were not in control any longer" (as quoted in DePalma C14) -- with good reason. Children are losing the right to pick the content of which they are in psychological need. The V-chip represents another weapon in the generational war -- a device that allows parents to eradicate the compensational content of which children have learned to make enjoyable use. The consequences of all this for the child and the family would be unpleasant. The chances that the V-chip will increase intergenerational friction are high. Not only will normal levels of tension and animosity be denied their outlet via television fiction but also so will the new superheated levels. It is not a pleasant prospect. Third, the V-chip constitutes a strong challenge to traditional American First Amendment rights of free speech and a free press. Stoutly defended by post-World War II Supreme Courts, First Amendment rights can be voided "only in order to promote a compelling state interest, and then only if the government adopts the least restrictive means to further that interest" (Ballard 211). The few restrictions allowed concern such matters as obscenity, libel, national security, and the sometimes conflicting right to a fair trial. According to legal scholar Ian Ballard, there is no "compelling state interest" involved in the matter of television violence because "the social science evidence used to justify the regulation of televised violence is subject to such strong methodological criticism that the evidence is insufficient to support massive regulatory assault on the television entertainment industry" (185). Even if the goal of restricting television violence were acceptable, the V-chip is hardly "the least restrictive means" because it introduces a "chilling effect" on programme producers and broadcasters that "clearly infringes on fundamental First Amendment rights" (216). Moreover, states Ballard, "fear of a slippery slope is not unfounded" (216). If television violence can be censored, supposedly because it poses a threat to social order, then what topics might be next? It would not be long before challenging themes such a feminism or multiculturalism were deemed unfit for the same reason. Taking all these matters into consideration, the best federal policy regarding television violence would be to have no policy -- to leave the extent of violent depictions completely up to the dictates of viewer preferences, as expertly interpreted by the television industry. In this, I am in agreement with Ian Ballard, who finds that the best approach "is for the government to do nothing at all about television violence" (218). Citation reference for this article MLA style: Jib Fowles. "Television Violence and You." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/television.php>. Chicago style: Jib Fowles, "Television Violence and You," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/television.php> ([your date of access]). APA style: Jib Fowles. (2000) Television Violence and You. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/television.php> ([your date of access]).

Teen television scholarship foregrounds debates surrounding representation, maturation anxieties, and the inclusion of all types of programmes geared towards teenaged viewers into one overarching genre: Teen Television (Davis and Dickinson 2004; Ross and Stein 2008). However, little work has been done on the prevailing sub-genres within this classification. This exclusion runs parallel to the minute amount of scholarship available on mystery television, a genre identified by Ira O. Glick and Sidney J. Levy in 1962, yet which remains seemingly unmentioned, or forgotten rather, in contemporary television genre studies. Consequently, the exclusion of mystery, much like the focus on redefining a corpus of programmes into a new, broader genre Teen TV, undermines the potential of those forgotten genres to negotiate socio-cultural issues. In this case study, I identify mystery programming as one of those genres elided by another. Thus, my argument is that through undermining the importance (here, cultural relevance) of one genre over another, a system of genre hierarchisation emerges that is closely related to the ability (or lack thereof) to address socio- cultural issues. In other words, if a particular social issue, such as teen (homo)sexuality, is not present in this genre but in other lesser genres, then there is limited attention paid to those genres that are actually engaging with important socio-cultural concerns. To illustrate this, I explore Pretty Little Liars (ABC, 2010- ) as a teen television programme because of its narrative arc surrounding teen homosexuality and how it uses mystery to explore, develop and negotiate this contemporary cultural issue.

Behind-the-scenes disclosures, a staple of film and television production, have extended to the visible documentation of manga (comics) and anime (animation) production in Japanese media. This article examines manga “industrial reflexivity, using as a case study publisher Shueisha’s most popular periodical, the best-selling shônen (boys) manga magazine, Shûkan Shônen Jump ( Weekly Shônen Jump). Jump’s documentary-like portrayals of the manga production process have bled out from the magazine in “exclusive” footage that takes viewers on behind-the-scenes tours exploring Shueisha offices or mangaka ateliers to spill insider knowledge and industry secrets. This article argues that such disclosures are borne out of industrial survival as much as education and promotion. Jump’s professional self-reflexivity is an example of an old media brand attempting to fight for relevance in a shifting media environment through appeals to the legacy and ecosystem of the manga magazine format itself.

While the television cooking genre has evolved in numerous ways to withstand competition and become a constant feature in television programming (Collins and College), it has been argued that audience demand for televisual cooking has always been high because of the daily importance of cooking (Hamada, “Multimedia Integration”). Early cooking shows were characterised by an instructional discourse, before quickly embracing an entertainment focus; modern cooking shows take on a more competitive, out of the kitchen focus (Collins and College). The genre has continued to evolve, with celebrity chefs and ordinary people embracing transmedia affordances to return to the instructional focus of the early cooking shows. While the television cooking show is recognised for its broad cultural impacts related to gender (Ouellette and Hay), cultural capital (Ibrahim; Oren), television formatting (Oren), and even communication itself (Matwick and Matwick), its role in the widespread adoption of television captions is significantly underexplored. Even the fact that a cooking show was the first ever program captioned on American television is almost completely unremarked within cooking show histories and literature.A Brief History of Captioning WorldwideWhen captions were first introduced on US television in the early 1970s, programmers were guided by the general principle to make the captioned program “accessible to every deaf viewer regardless of reading ability” (Jensema, McCann and Ramsey 284). However, there were no exact rules regarding captioning quality and captions did not reflect verbatim what was said onscreen. According to Jensema, McCann and Ramsey (285), less than verbatim captioning continued for many years because “deaf people were so delighted to have captions that they accepted almost anything thrown on the screen” (see also Newell 266 for a discussion of the UK context).While the benefits of captions for people who are D/deaf or hard of hearing were immediate, its commercial applications also became apparent. When the moral argument that people who were D/deaf or hard of hearing had a right to access television via captions proved unsuccessful in the fight for legislation, advocates lobbied the US Congress about the mainstream commercial benefits such as in education and the benefits for people learning English as a second language (Downey). Activist efforts and hard-won legal battles meant D/deaf and hard of hearing viewers can now expect closed captions on almost all television content. With legislation in place to determine the provision of captions, attention began to focus on their quality. D/deaf viewers are no longer just delighted to accept anything thrown on the screen and have begun to demand verbatim captioning. At the same time, market-based incentives are capturing the attention of television executives seeking to make money, and the widespread availability of verbatim captions has been recognised for its multimedia—and therefore commercial—applications. These include its capacity for information retrieval (Miura et al.; Agnihotri et al.) and for creative repurposing of television content (Blankinship et al.). Captions and transcripts have been identified as being of particular importance to augmenting the information provided in cooking shows (Miura et al.; Oh et al.).Early Captions in the US: Julia Child’s The French ChefJulia Child is indicative of the early period of the cooking genre (Collins and College)—she has been described as “the epitome of the TV chef” (ray 53) and is often credited for making cooking accessible to American audiences through her onscreen focus on normalising techniques that she promised could be mastered at home (ray). She is still recognised for her mastery of the genre, and for her capacity to entertain in a way that stood out from her contemporaries (Collins and College; ray).Julia Child’s The French Chef originally aired on the US publicly-funded Public Broadcasting System (PBS) affiliate WBGH from 1963–1973. The captioning of television also began in the 1960s, with educators creating the captions themselves, mainly for educational use in deaf schools (Downey 70). However, there soon came calls for public television to also be made accessible for the deaf and hard of hearing—the debate focused on equality and pushed for recognition that deaf people were culturally diverse (Downey 70).The PBS therefore began a trial of captioning programs (Downey 71). These would be “open captions”—characters which were positioned on the screen as part of the normal image for all viewers to see (Downey 71). The trial was designed to determine both the number of D/deaf and hard of hearing people viewing the program, as well as to test if non-D/deaf and hard of hearing viewers would watch a program which had captions (Downey 71). The French Chef was selected for captioning by WBGH because it was their most popular television show in the early 1970s and in 1972 eight episodes of The French Chef were aired using open—albeit inconsistent—captions (Downey 71; Jensema et al. 284).There were concerns from some broadcasters that openly captioned programs would drive away the “hearing majority” (Downey 71). However, there was no explicit study carried out in 1972 on the viewers of The French Chef to determine if this was the case because WBGH ran out of funds to research this further (Downey 71). Nevertheless, Jensema, McCann and Ramsey (284) note that WBGH did begin to re-broadcast ABC World News Tonight in the 1970s with open captions and that this was the only regularly captioned show at the time.Due to changes in technology and fears that not everyone wanted to see captions onscreen, television’s focus shifted from open captions to closed captioning in the 1980s. Captions became encoded, with viewers needing a decoder to be able to access them. However, the high cost of the decoders meant that many could not afford to buy them and adoption of the technology was slow (Youngblood and Lysaght 243; Downey 71). In 1979, the US government had set up the National Captioning Institute (NCI) with a mandate to develop and sell these decoders, and provide captioning services to the networks. This was initially government-funded but was designed to eventually be self-sufficient (Downey 73).PBS, ABC and NBC (but not CBS) had agreed to a trial (Downey 73). However, there was a reluctance on the part of broadcasters to pay to caption content when there was not enough evidence that the demand was high (Downey 73—74). The argument for the provision of captioned content therefore began to focus on the rights of all citizens to be able to access a public service. A complaint was lodged claiming that the Los Angeles station KCET, which was a PBS affiliate, did not provide captioned content that was available elsewhere (Downey 74). When Los Angeles PBS station KCET refused to air captioned episodes of The French Chef, the Greater Los Angeles Council on Deafness (GLAD) picketed the station until the decision was reversed. GLAD then focused on legislation and used the Rehabilitation Act to argue that television was federally assisted and, by not providing captioned content, broadcasters were in violation of the Act (Downey 74).GLAD also used the 1934 Communications Act in their argument. This Act had firstly established the Federal Communications Commission (FCC) and then assigned them the right to grant and renew broadcast licenses as long as those broadcasters served the ‘‘public interest, convenience, and necessity’’ (Michalik, cited in Downey 74). The FCC could, argued GLAD, therefore refuse to renew the licenses of broadcasters who did not air captioned content. However, rather than this argument working in their favour, the FCC instead changed its own procedures to avoid such legal actions in the future (Downey 75). As a result, although some stations began to voluntarily caption more content, it was not until 1996 that it became a legally mandated requirement with the introduction of the Telecommunications Act (Youngblood and Lysaght 244)—too late for The French Chef.My Kitchen Rules: Captioning BreachWhereas The French Chef presented instructional cooking programming from a kitchen set, more recently the food genre has moved away from the staged domestic kitchen set as an instructional space to use real-life domestic kitchens and more competitive multi-bench spaces. The Australian program MKR straddles this shift in the cooking genre with the first half of each season occurring in domestic settings and the second half in Iron Chef style studio competition (see Oren for a discussion of the influence of Iron Chef on contemporary cooking shows).All broadcast channels in Australia are mandated to caption 100 per cent of programs aired between 6am and midnight. However, the 2013 MKR Grand Final broadcast by Channel Seven Brisbane Pty Ltd and Channel Seven Melbourne Pty Ltd (Seven) failed to transmit 10 minutes of captions some 30 minutes into the 2-hour program. The ACMA received two complaints relating to this. The first complaint, received on 27 April 2013, the same evening as the program was broadcast, noted ‘[the D/deaf community] … should not have to miss out’ (ACMA, Report No. 3046 3). The second complaint, received on 30 April 2013, identified the crucial nature of the missing segment and its effect on viewers’ overall enjoyment of the program (ACMA, Report No. 3046 3).Seven explained that the relevant segment (approximately 10 per cent of the program) was missing from the captioning file, but that it had not appeared to be missing when Seven completed its usual captioning checks prior to broadcast (ACMA, Report No. 3046 4). The ACMA found that Seven had breached the conditions of their commercial television broadcasting licence by “failing to provide a captioning service for the program” (ACMA, Report No. 3046 12). The interruption of captioning was serious enough to constitute a breach due, in part, to the nature and characteristic of the program:the viewer is engaged in the momentum of the competitive process by being provided with an understanding of each of the competition stages; how the judges, guests and contestants interact; and their commentaries of the food and the cooking processes during those stages. (ACMA, Report No. 3046 6)These interactions have become a crucial part of the cooking genre, a genre often described as offering a way to acquire cultural capital via instructions in both cooking and ideological food preferences (Oren 31). Further, in relation to the uncaptioned MKR segment, ACMA acknowledged it would have been difficult to follow both the cooking process and the exchanges taking place between contestants (ACMA, Report No. 3046 8). ACMA considered these exchanges crucial to ‘a viewer’s understanding of, and secondly to their engagement with the different inter-related stages of the program’ (ACMA, Report No. 3046 7).An additional complaint was made with regards to the same program broadcast on Prime Television (Northern) Pty Ltd (Prime), a Seven Network affiliate. The complaint stated that the lack of captions was “Not good enough in prime time and for a show that is non-live in nature” (ACMA, Report No. 3124 3). Despite the fact that the ACMA found that “the fault arose from the affiliate, Seven, rather than from the licensee [Prime]”, Prime was also found to also have breached their licence conditions by failing to provide a captioning service (ACMA, Report No. 3124 12).The following year, Seven launched captions for their online catch-up television platform. Although this was a result of discussions with a complainant over the broader lack of captioned online television content, it was also a step that re-established Seven’s credentials as a leader in commercial television access. The 2015 season of MKR also featured their first partially-deaf contestant, Emilie Biggar.Mainstreaming Captions — Inter-Platform CooperationOver time, cooking shows on television have evolved from an informative style (The French Chef) to become more entertaining in their approach (MKR). As Oren identifies, this has seen a shift in the food genre “away from the traditional, instructional format and towards professionalism and competition” (Oren 25). The affordances of television itself as a visual medium has also been recognised as crucial in the popularity of this genre and its more recent transmedia turn. That is, following Joshua Meyrowitz’s medium theory regarding how different media can afford us different messages, televised cooking shows offer audiences stylised knowledge about food and cooking beyond the traditional cookbook (Oren; ray). In addition, cooking shows are taking their product beyond just television and increasing their inter-platform cooperation (Oren)—for example, MKR has a comprehensive companion website that viewers can visit to watch whole episodes, obtain full recipes, and view shopping lists. While this can be viewed as a modern take on Julia Child’s cookbook success, it must also be considered in the context of the increasing focus on multimedia approaches to cooking instructions (Hamada et al., Multimedia Integration; Cooking Navi; Oh et al.). Audiences today are more likely to attempt a recipe if they have seen it on television, and will use transmedia to download the recipe. As Oren explains:foodism’s ascent to popular culture provides the backdrop and motivation for the current explosion of food-themed formats that encourages audiences’ investment in their own expertise as critics, diners, foodies and even wanna-be professional chefs. FoodTV, in turn, feeds back into a web-powered, gastro-culture and critique-economy where appraisal outranks delight. (Oren 33)This explosion in popularity of the web-powered gastro culture Oren refers to has led to an increase in appetite for step by step, easy to access instructions. These are being delivered using captions. As a result of the legislation and activism described throughout this paper, captions are more widely available and, in many cases, now describe what is said onscreen verbatim. In addition, the mainstream commercial benefits and uses of captions are being explored. Captions have therefore moved from a specialist assistive technology for people who are D/deaf or hard of hearing to become recognised as an important resource for creative television viewers regardless of their hearing (Blankinship et al.). With captions becoming more accessible, accurate, financially viable, and mainstreamed, their potential as an additional television resource is of interest. As outlined above, within the cooking show genre—especially with its current multimedia turn and the demand for captioned recipe instructions (Hamada et al., “Multimedia Integration”, “Cooking Navi”; Oh et al.)—this is particularly pertinent.Hamada et al. identify captions as a useful technology to use in the increasingly popular educational, yet entertaining, cooking show genre as the required information—ingredient lists, instructions, recipes—is in high demand (Hamada et al., “Multimedia Integration” 658). They note that cooking shows often present information out of order, making them difficult to follow, particularly if a recipe must be sourced later from a website (Hamada et al., “Multimedia Integration” 658-59; Oh et al.). Each step in a recipe must be navigated and coordinated, particularly if multiple recipes are being completed at the same times (Hamada, et al., Cooking Navi) as is often the case on cooking shows such as MKR. Using captions as part of a software program to index cooking videos facilitates a number of search affordances for people wishing to replicate the recipe themselves. As Kyeong-Jin et al. explain:if food and recipe information are published as linked data with the scheme, it enables to search food recipe and annotate certain recipe by communities (sic). In addition, because of characteristics of linked data, information on food recipes can be connected to additional data source such as products for ingredients, and recipe websites can support users’ decision making in the cooking domain. (Oh et al. 2)The advantages of such a software program are many. For the audience there is easy access to desired information. For the number of commercial entities involved, this consumer desire facilitates endless marketing opportunities including product placement, increased ratings, and software development. Interesting, all of this falls outside the “usual” parameters of captions as purely an assistive device for a few, and facilitates the mainstreaming—and perhaps beginnings of acceptance—of captions.ConclusionCaptions are a vital accessibility feature for television viewers who are D/deaf or hard of hearing, not just from an informative or entertainment perspective but also to facilitate social inclusion for this culturally diverse group. The availability and quality of television captions has moved through three stages. These can be broadly summarised as early yet inconsistent captions, captions becoming more widely available and accurate—often as a direct result of activism and legislation—but not yet fully verbatim, and verbatim captions as adopted within mainstream software applications. This paper has situated these stages within the television cooking genre, a genre often remarked for its appeal towards inclusion and cultural capital.If television facilitates social inclusion, then food television offers vital cultural capital. While Julia Child’s The French Chef offered the first example of television captions via open captions in 1972, a lack of funding means we do not know how viewers (both hearing and not) actually received the program. However, at the time, captions that would be considered unacceptable today were received favourably (Jensema, McCann and Ramsey; Newell)—anything was deemed better than nothing. Increasingly, as the focus shifted to closed captioning and the cooking genre embraced a more competitive approach, viewers who required captions were no longer happy with missing or inconsistent captioning quality. The was particularly significant in Australia in 2013 when several viewers complained to ACMA that captions were missing from the finale of MKR. These captions provided more than vital cooking instructions—their lack prevented viewers from understanding conflict within the program. Following this breach, Seven became the only Australian commercial television station to offer captions on their web based catch-up platform. While this may have gone a long way to rehabilitate Seven amongst D/deaf and hard of hearing audiences, there is the potential too for commercial benefits. Caption technology is now being mainstreamed for use in cooking software applications developed from televised cooking shows. These allow viewers—both D/deaf and hearing—to access information in a completely new, and inclusive, way.ReferencesAgnihotri, Lalitha, et al. “Summarization of Video Programs Based on Closed Captions.” 4315 (2001): 599–607.Australian Communications and Media Authority (ACMA). Investigation Report No. 3046. 2013. 26 Apr. 2017 <http://www.acma.gov.au/~/media/Diversity%20Localism%20and%20Accessibility/Investigation%20reports/Word%20document/3046%20My%20Kitchen%20Rules%20Grand%20Final%20docx.docx>.———. Investigation Report No. 3124. 2014. 26 Apr. 2017 <http://www.acma.gov.au/~/media/Diversity%20Localism%20and%20Accessibility/Investigation%20reports/Word%20document/3124%20NEN%20My%20Kitchen%20Rules%20docx.docx>.Blankinship, E., et al. “Closed Caption, Open Source.” BT Technology Journal 22.4 (2004): 151–59.Collins, Kathleen, and John Jay College. “TV Cooking Shows: The Evolution of a Genre”. Flow: A Critical Forum on Television and Media Culture (7 May 2008). 14 May 2017 <http://www.flowjournal.org/2008/05/tv-cooking-shows-the-evolution-of-a-genre/>.Downey, Greg. “Constructing Closed-Captioning in the Public Interest: From Minority Media Accessibility to Mainstream Educational Technology.” The Journal of Policy, Regulation and Strategy for Telecommunications, Information and Media 9.2/3 (2007): 69–82. DOI: 10.1108/14636690710734670.Hamada, Reiko, et al. “Multimedia Integration for Cooking Video Indexing.” Advances in Multimedia Information Processing-PCM 2004 (2005): 657–64.Hamada, Reiko, et al. “Cooking Navi: Assistant for Daily Cooking in Kitchen.” Proceedings of the 13th Annual ACM International Conference on Multimedia. ACM.Ibrahim, Yasmin. “Food Porn and the Invitation to Gaze: Ephemeral Consumption and the Digital Spectacle.” International Journal of E-Politics (IJEP) 6.3 (2015): 1–12.Jensema, Carl J., Ralph McCann, and Scott Ramsey. “Closed-Captioned Television Presentation Speed and Vocabulary.” American Annals of the Deaf 141.4 (1996): 284–292.Matwick, Kelsi, and Keri Matwick. “Inquiry in Television Cooking Shows.” Discourse & Communication 9.3 (2015): 313–30.Meyrowitz, Joshua. No Sense of Place: The Impact of Electronic Media on Social Behavior. New York: Oxford University Press, 1985.Miura, K., et al. “Automatic Generation of a Multimedia Encyclopedia from TV Programs by Using Closed Captions and Detecting Principal Video Objects.” Eighth IEEE International Symposium on Multimedia (2006): 873–80.Newell, A.F. “Teletext for the Deaf.” Electronics and Power 28.3 (1982): 263–66.Oh, K.J. et al. “Automatic Indexing of Cooking Video by Using Caption-Recipe Alignment.” 2014 International Conference on Behavioral, Economic, and Socio-Cultural Computing (BESC2014) (2014): 1–6.Oren, Tasha. “On the Line: Format, Cooking and Competition as Television Values.” Critical Studies in Television: The International Journal of Television Studies 8.2 (2013): 20–35.Ouellette, Laurie, and James Hay. “Makeover Television, Governmentality and the Good Citizen.” Continuum: Journal of Media & Cultural Studies 22.4 (2008): 471–84.ray, krishnendu. “Domesticating Cuisine: Food and Aesthetics on American Television.” Gastronomica 7.1 (2007): 50–63.Youngblood, Norman E., and Ryan Lysaght. “Accessibility and Use of Online Video Captions by Local Television News Websites.” Electronic News 9.4 (2015): 242–256.

Mainstream television scarcely features Deaf persons. When they do, they are usually cameo, secondary, and rarely multidimensional characters. This paper examines Deaf identity of a main character, Daphne Vasquez, on the popular show Switched at Birth. We analyze moments where Daphne’s identity, a constructed Deaf identity, is showcased. We map how her identity is salient across seasons and then examine key moments of identity formation as Daphne negotiates her Deafness. We find a strong display of Deaf identity salience and impactful moments in the show that resulted in more positive, holistic representations of Deafness. In recent years, the media has come under increased scrutiny for limited representations of minority identities; this case study seeks to contribute to that conversation by studying a show explicitly focused on increased representation. This work is important as it not only examines a show which successfully features a character with a traditionally stigmatized identity but simultaneously quantifies how that identity is invoked as a message to viewers. This paper bridges cultural sociology with social psychology to gain a deeper understanding of the importance of identity representation in entertainment media and comments directly on the social impact of Daphne’s character on Deaf presence in 21st century media.

This article explores the role of authenticity in televisual teaching and learning based on a case study of Who Do You Think You Are?, a documentary series in which celebrities go on a journey to retrace their family tree. Originally broadcast by the British Broadcasting Corporation, this series has been adapted in eighteen countries, including Australia. The Australian version is produced locally and has been airing on the public channel Special Broadcasting Service (SBS) since 2008. According to its producers, Who Do You Think You Are? teaches history and promotes multiculturalism:We like making a broad range of programs about history and telling our own Australian stories and particularly the multicultural basis of our history […] A lot of people know the broad Australian stroke, English, British history but they don’t really know as much about the migratory history […] It’s a way of saying this is our country now, this is where it came from, here’s some stories, which you might not be aware of, and what’s happened to people along the way. (Producer 1) In this article, I examine Who Do You Think You Are? as an educational text and I investigate its pedagogy. Starting with the assumption that it aims to teach, my intention is to explain how it teaches. In particular, I want to demonstrate that authenticity is a key feature of its pedagogy. Applied to the televisual text, the term “authentic” refers to the quality of being true or based on facts. In this sense, authenticity implies actuality, accuracy and reliability. Applied to media personae, “authentic” must be understood in its more modern sense of “genuine”. From this perspective, to be “authentic” requires displaying “one’s inner truths” (McCarthy 242). Based on my textual analysis and reception study, I show that these two forms of authenticity play a crucial role in the pedagogy of Who Do You Think You Are? Signifying Authenticity One of the pedagogical techniques of Who Do You Think You Are? is to persuade viewers that it authentically represents actual events by using some of the codes and conventions of the documentary. According to Michael Renov, the persuasive modality is intrinsic to all documentary forms and it is linked to their truth claim: “the documentary ‘truth claim’ (which says, at the very least: ‘Believe me, I’m of the world’) is the baseline for persuasion for all of nonfiction, from propaganda to rock doc” (30). Who Do You Think You Are? signifies actuality by using some of the codes and conventions of the observational documentary. As Bill Nichols explains, observational documentaries give the impression that they spontaneously and faithfully record actual events as they happen. Nichols compares this mode of documentary to Italian Neorealism: “we look in on life as it is lived. Social actors engage with one another, ignoring the filmmakers” (111). In Who Do You Think You Are? the celebrities and other social actors often engage with one another without acknowledging the camera’s presence. In those observational scenes, various textual features signify actuality: natural sounds, natural light or shaky hand-held camera, for example, are often used to connote the unprepared recording of reality. This is usually reinforced by the congruence between the duration of the scene and the diegetic time (the duration of the action that is represented). Furthermore, Who Do You Think You Are? emphasises authenticity by showing famous Australians as ordinary people in ordinary settings or doing mundane activities. As one of the SBS programmers pointed out during our interview: “It shows personalities or stars that you can never get to as real people and it makes you realise that those people, actually, they’re the same as you and I!” (SBS programmer). Celebrities are “real” in the sense that they exist in the profilmic world; but in this context showing celebrities “as real people” means showing them as ordinary individuals whom the audience can relate to and identify with. Instead of representing “stars” through their usual manufactured public personae, the program offers glimpses into their real lives and authentic selves, thus giving “backstage access to the famous” (Marwick and boyd 144). In this regard, the series aligns with other media texts, including “celebreality” programs and social networking sites like Twitter, whose appeal lies in the construction of more authentic and intimate presentations of celebrities (Marwick and boyd; Ellcessor; Thomas). This rhetoric of authenticity is enhanced by the celebrity’s genealogical journey, which is depicted both as a quest for historical knowledge and for self-knowledge. Indeed, as its title suggests, the program links ancestry to personal identity. In every episode, the genealogical investigation reveals similarities between the celebrity and their ancestors, thus uncovering personality traits that seem to have been transmitted from generation to generation. Thus, the series does more than simply showing celebrities as ordinary people “stripped of PR artifice and management” (Marwick and boyd 149): by unveiling those transgenerational traits, it discloses innermost aspects of the celebrities’ authentic selves—a backstage beyond the backstage. Who Do You Think You Are? communicates authenticity in these different ways in order to invite viewers’ trust. As Louise Spence and Vinicius Navarro observe, this is characteristic of most documentaries: Whereas fiction films may allude to actual events, documentaries usually claim that those events did take place in such and such a way, and that the images and sounds on the screen are accurate and reliable […] Most documentaries—if not all of them—have something to say about the world and, in one way or another, they want to be trusted by their audience. (Spence and Navarro 13) Similarly, Nichols writes that as documentary viewers, “we uphold our belief in the authenticity of the historical world represented on screen […] we assume that documentary sounds and images have the authenticity of evidence” (36). This is supported by Thomas Austin’s reception study of documentary films in the United Kingdom, which shows that most viewers expect documentaries to give them “access to the real.” According to Austin, these generic expectations about authenticity contribute to the pedagogic authority of documentaries. Therefore, the implied audience (Barker and Austin) of Who Do You Think You Are? must trust that it authentically represents actual events and individuals and they must perceive it as an accurate and reliable source of knowledge about the historical world in order to “attain a meaningful encounter” (48) with it. The implied audience in no way predicts actual audiences’ responses (which I will examine in the remainder of this article) but it is an important aspect of the program’s pedagogy: for the text to be read as a “history lesson” (Nichols 39) viewers must be persuaded by the program’s rhetoric of authenticity. Perceiving Authenticity My reception study confirms that in order to learn, viewers must be persuaded by this rhetoric of authenticity, which promises “information and knowledge, insight and awareness” (Nichols 40). This is illustrated by the responses of five viewers who participated in a screening and focus group discussion. Arya, Marnie, Junior, Lec and Krista all say that they have learnt from Who Do You Think You Are? either at home or from the episode that was screened before our discussion. They all agree that the program teaches about history, multiculturalism and other aspects that were not predicted by the producers (such as human nature, relationships and social issues). More importantly, these viewers learn from the program because they trust that it authentically represents actual events and because they perceive the personae as “natural”, “relaxed” and “being themselves” and their emotions as “genuine”: Krista: It felt genuine to me.Lec: Me also […]Marnie: I felt like he seemed more natural, even with the interpreter there, talking with his aunty. He seemed more himself, he was more emotional […]Arya: I don’t think that they’re acting. To go outside of this session, I mean, I’ve seen the show before and I think it is really genuine. As Austin notes, what matters from the viewers’ perspective is not “the critically scrutinised indexical guarantee of documentary, but rather a less well defined and nebulous sense of qualities such as the 'humanity', 'honesty', 'sincerity'.” This does not mean that viewers naively believe that the text gives a transparent, unmediated access to the truth (Austin). Trust (or in Austin’s words “willing abandonment”) can be combined with scepticism (Buckingham; Ang; Liebes and Katz). Marnie, for example, oscillates between these two modalities of response: Marnie: If something seems quite artificial, it stands out, you start thinking about well, why did they do that? But while they’re just sitting down, having a conversation, there’s not anything really that you have to think about. Obviously all those transition shots, sitting on the rock, opening a letter in the square, they also have, you know, the violins playing and everything. Everything builds to feel a bit more contrived, whereas when they’re having the conversation, I wasn’t aware of the music. Maybe I was listening to what they were saying more. But I think you sort of engage a bit more in listening to what they’re saying when they’re having a conversation. Whereas the filling, you’re not really thinking about his emotions so much as…why is he wearing that shirt? Interestingly, the scenes that Marnie perceives as authentic and that she engages with are the “conversations” scenes, which use the codes and conventions of the observational documentary. The scenes that she views with scepticism are the more dramatised sequences, which do not use the codes and conventions of the observational documentary. Marnie is the only viewer in my focus groups who clearly oscillates between trust and scepticism. She is also the most ambivalent about what she has learnt and about the quality of the knowledge that she gains from Who Do You Think You Are? Authenticity and Emotional Responses Because they believe that the personae and emotions in the program are genuine, these viewers are emotionally engaged. As the producers explain, learning from Who Do You Think You Are? is not a purely cognitive process but is fundamentally an emotional and empathetic experience: There are lots of programs on television where you can learn about history. I think what’s so powerful about this show is because it has a very strong emotional arc […] You can learn a lot of dates, and you can pass a test, just on knowing the year that the Blue Mountains were first crossed or the Magna Carta was signed. But what Who Do You Think You Are? does is that it takes you on a journey where you get to really feel the experiences of those people who were fighting the battle or climbing the mast. (Producer 2) The producers invite viewer empathy in two ways: they design the program so that viewers are encouraged to share the emotions of people who lived in the past; and they design it so that viewers are encouraged to share the emotions of the celebrities who participate in the program. This is illustrated by the participants’ responses to one scene in which the actor Don Hany sees an old photograph of his pregnant mother: Lec: I was touched! I was like “aw!”Ms Goldblum: I didn’t buy it.Krista: You didn’t feel like that, Lec?Lec: Not at all! Like, yeah, I got a bit touched.Junior: Yeah. And those looked like genuine tears, they weren’t crocodile tears.Ms Goldblum: I didn’t think so. There was a [sniffing], pause, pose, camera moment.Junior: I had a little moment…Krista: Aw!Interviewer: You had a moment?Junior: Yeah, there was a little moment there.Ms Goldblum: Got a little teary?Junior: When he’s looking at the photos, yeah. Because I think everyone’s done that, gone back and looked through old photos, you know what that feeling is. As this discussion suggests, authenticity is a crucial aspect of the program’s pedagogy, not only because the viewers must trust it in order to learn from it, but also because it facilitates empathy and emotional engagement. Distrust and Cynicism In contrast, the viewers who do not learn from Who Do You Think You Are? perceive the program as contrived and the celebrity’s emotions as inauthentic: Wolfgang: I don’t think they taught me much that I didn’t already know in regards to history.Naomi: Yeah, me neither […] I kind of look at these shows and think it’s a bit contrived […]Wolfgang: I hate all that. They’re constructing a show purely for money, that’s all bullshit. That annoys me […]Ms Goldblum: But for me the show is just about, I don’t know, they try to find something to be sentimental and it’s not. Like, they try to force it […] I didn’t buy it […] Because they are aware of the constructed nature of the program and because they perceive it as contrived, these viewers do not engage emotionally with the content: Naomi: When I see someone on this show looking at photos, I find it really difficult to stop thinking he’s got a camera on his face.Wolfgang: Yeah.Naomi: He’s looking at photos, and that’s a beautiful moment, but there’s a camera right there, looking at him, and I can’t help but think that when I see those things […] There are other people in the room that we don’t see and there’s a camera that’s pointing at him […] This intellectual distance is sometimes expressed through mockery and laughter (Buckingham). Because they distrust the program and make fun of it, Wolfgang and Ms Goldblum (who were not in the same focus group) are both described as “cynics”: Ms Goldblum: He gets all teary and I think oh he’s an actor he’s just putting that shit on, trying to make it look interesting. Whereas if it were just a normal person, I’d find it more believable. But I think the whole premise of the show is they take famous people, like actors and all those people in the spotlight, I think because they put on good shows. I would be more interested in someone who wasn’t famous. I’d find it more genuine.Junior: You are such a cynic! […]Wolfgang: And look, maybe I’m a big cynic about this, and that’s why I haven’t watched it. But it’s this emotionally padded, scripted, prompted kind of thing, which makes it more palatable for people to watch. Unlike most participants, who identify the program as “educational” and “documentary”, Wolfgang classifies it as pure entertainment. His cynicism and scepticism can be linked to his generic labelling of the program as “reality TV”: Wolfgang: I don’t watch commercial TV, I can’t stand it. And it’s for that reason. It’s all contrived. It’s all based on selling something as opposed to looking into this guy’s family and history and perhaps learning something from it. Like, it’s entertainment, it’s not educational […] It’s a reality TV sort of thing, I just got no interest in it really. As Annette Hill shows in her reception study of the reality game program Big Brother, most viewers are cynical about the authenticity of reality television. Despite the generic label of “reality”, most interpret reality programs as inauthentic. Indeed, as John Corner points out, reality television is characterised by display and performance, even though it adopts some of the codes and conventions of the documentary. Hill’s research also reveals that viewers often look for moments of authenticity within the unreal context of reality television: “the ‘game’ is to find the ‘truth’ in the spectacle/performance environment” (337). Interestingly, this describes Naomi and Wolfgang’s attitude towards Who Do You Think You Are?: Naomi: The conversation with his mum seemed a bit more relaxed, maybe. Or a bit more...I don’t know, I kind of look at these shows and think it’s a bit contrived. Whereas that seemed a bit more natural […]Wolfgang: Often he’s just sitting there and I suppose those are filling shots. But I found that when he was chatting to his aunty and seeing the photos that he hadn’t seen before, when he was a child, he was tearing up […] That’s probably the one time I didn’t notice, like, didn’t think about the cameras because I found it quite powerful, when he was tearing up, that was a kind of an emotional moment. According to Austin, viewers’ discourses about authenticity in relation to documentaries and reality television serve as markers of cultural distinction: Often underpinning expressions of the appeal of 'the real', the use of a discourse of authenticity frequently revealed taste markers and a set of cultural distinctions deployed by these cinemagoers, notably between the veracity and 'honesty' of Etre et Avoir [a French documentary] and the contrasting 'fakery' and 'inauthenticity' of reality television. Describing documentaries as authentic and educational and reality television as fake entertainment can be a way for some (middle-class) viewers to assert their socio-cultural status. By performing as the sceptical and cynical viewer and criticising lower cultural forms, research participants distinguish themselves from the imagined mass of unsophisticated and uneducated (working class?) viewers (Buckingham; Austin). Conclusion Some scholars suggest that viewers learn when they compare what they watch on television to their own experiences or when they identify with television characters or personae (Noble and Noble; Tulloch and Lupton; Tulloch and Moran; Buckingham and Bragg). My study contributes to this field of inquiry by showing that viewers learn when they perceive televisual content as authentic and as a reliable source of knowledge. More importantly, the results reveal how some televisual texts signify authenticity to invite trust and learning. This study raises questions about the role of trust and authenticity in televisual learning and it would be fruitful to pursue further research to determine whether these findings apply to genres that are not factual. Examining the production, textual features and reception of fictional programs to understand how they convey authenticity and how this sense of truthfulness influences viewers’ learning would be useful to draw more general conclusions about televisual pedagogy, and perhaps more broadly about the role of trust and authenticity in education. References Ang, Ien. Watching Dallas: Soap Opera and the Melodramatic Imagination. London: Methuen, 1985. Austin, Thomas. "Seeing, Feeling, Knowing: A Case Study of Audience Perspectives on Screen Documentary." Participations 2.1 (2005). 20 Nov. 2014 ‹http://www.participations.org/volume%202/issue%201/2_01_austin.htm›. Barker, Martin, and Thomas Austin. From Antz to Titanic: Reinventing Film Analysis. London: Pluto Press, 2000. Big Brother. Exec. Prod. John de Mol. Channel 4. 2000. Buckingham, David. Children Talking Television: The Making of Television Literacy. London: The Falmer Press, 1993. Buckingham, David, and Sara Bragg. Young People, Media and Personal Relationships. London: The Independent Television Commission, 2003. Corner, John. "Performing the Real: Documentary Diversions." Television & New Media 3.3 (2002): 255—69. "Don Hany." Who Do You Think You Are? Series 5, Episode 3. SBS. 16 Apr. 2013. Ellcessor, Elizabeth. "Tweeting @feliciaday: Online Social Media, Convergence, and Subcultural Stardom." Cinema Journal 51.2 (2012): 46-66. Hill, Annette. "Big Brother: The Real Audience." Television & New Media 3.3 (2002): 323-40. Liebes, Tamar, and Elihu Katz. The Export of Meaning: Cross-Cultural Readings of Dallas. Cambridge: Polity Press, 1990. Marwick, Alice, and danah boyd. "To See and Be Seen: Celebrity Practice on Twitter." Convergence: The International Journal of Research into New Media Technologies 17.2 (2011): 139-58. McCarthy, E. Doyle. “Emotional Performances as Dramas of Authenticity.” Authenticity in Culture, Self, and Society. Eds. Phillip Vannini & J. Patrick Williams. Farnham: Ashgate Publishing, 2009. 241-55. Nichols, Bill. Introduction to Documentary, Second Edition. Bloomington: Indiana UP, 2001. Noble, Grant, and Elizabeth Noble. "A Study of Teenagers' Uses and Gratifications of the Happy Days Shows." Media Information Australia 11 (1979): 17-24. Producer 1. Personal Interview. 29 Sept. 2013. Producer 2. Personal Interview. 10 Oct. 2013. Renov, Michael. Theorizing Documentary. New York: Routledge, 1993. SBS Programmer. Personal Interview. 22 Nov. 2013. Spence, Louise, and Vinicius Navarro. Crafting Truth: Documentary Form and Meaning. New Brunswick: Rutgers UP, 2011. Thomas, Sarah. "Celebrity in the ‘Twitterverse’: History, Authenticity and the Multiplicity of Stardom Situating the ‘Newness’ of Twitter." Celebrity Studies 5.3 (2014): 242-55. Tulloch, John, and Deborah Lupton. Television, Aids and Risk: A Cultural Studies Approach to Health Communication. Sydney: Allen & Unwin, 1997. Tulloch, John, and Albert Moran. A Country Practice: "Quality Soap". Sydney: Currency Press, 1986. Who Do You Think You Are? Exec. Prod. Alex Graham. BBC. 2004. Who Do You Think You Are? Exec. Prod. Celia Tait. SBS. 2008.

In the cultural memory of peoples or individual groups, there is always a certain temporal point around which complex socio-political discourses develop. In Serbia, it was the 1990s. Many studies analyzed this period from different and opposite perspectives, but research on TV programs from that era has been rather neglected. This paper focuses on TV series and audience attitudes in order to determine their role in this period. The methodology is based on secondary data from previously conducted research since it is difficult to determine the audience's attitudes towards a serial program that was broadcasted in the 1990s from this temporal distance. The reports from the RTS (Radio Television of Serbia) Research Center were used, and a brief analysis of individual achievements from that period was made to define a more general picture of the television series offered. The methods used were: historical analysis, content analysis and comparative analysis, therefore, the qualitative approach dominates. Ideology has long been identified as an increasingly common component of popular content, so particular attention was paid in this paper to detailed analysis and „reading between the lines.“ Although at first glance it was expected that clear ideological representational matrices would be recognized in TV series broadcasted in the 1990s, our research shows that this is not the case. Detailed analysis provided answers to the newly discovered meanings of a complex and never-completed process of cultural formation within the peculiarities of everyday life in a territory that was largely isolated and at a time pressed by various phenomenological and axiological categories. That everyday life was human, lively and inevitable, and its representation in the series does not cover the semantic paradigm of the most difficult of all times in contemporary Serbian history. In a deeper reading of the attitudes and thinking of the audience, it is noticed that the perception of the socio-political crisis of the time was projected on the wishes of the audience, as it pleaded for more fun, optimism and humanity, which became part of the basic viewing preferences. More than that, viewers have expressed a need for much more love content in future recorded series, which shows a certain measure of saturation, on the one hand, and a culmination of optimism and relaxation regarding the expectations of the serial content, on the other. The audience's desires were turned toward distraction from reality, wars, sanctions and dark topics.

To listen to them talk, you'd think most Americans hate television. Everyday discourse about television abounds with condemnation of television content. Television is a wasteland, a stream of idiotic material insulting to the intelligence of the viewer. When people deem a particular program worth watching, they often articulate it in contradistinction to the vast majority of awful stuff out there. This almost universal discourse of condemnation does not mean Americans do not watch television, of course. They do, and they watch a great deal of it. Thus we have a conundrum. If it is so awful, why do people watch television? When Americans construct stories about themselves, they construct themselves as choice--making individuals (Polanyi). Sane, mature Americans are expected to be able to make intelligent choices and to live with the consequences of their choices. How, then, can Americans articulate themselves as television viewers, as individuals who choose to view what is clearly awful stuff? In this paper, I want to discuss 'veging out' as an American category of media viewing that resolves this conundrum. In framing their discourse about watching television in terms of 'veging out,' Americans are able to construct themselves as sensible, choice--making persons, and yet explain why they watch large amounts of television. I want to use this example to explore ways that media scholars might supplement explorations of the self as mediated by texts with attention to the ways the viewing self is articulated in everyday discourses about television by viewers. An American Folk Category of Pleasure I said I'm sorry this is late. I just couldn't work on it over the weekend. I just veged out in front of the TV the whole weekend. I realise that's not much of an excuse…but…I had my Arabic test Thursday and I was too burned out afterward to do anything. I had to let my brain recharge. [text one] Let's just veg out tonight. We both had a big lunch, let's just make some popcorn and watch whatever stupid stuff is on TV. Unless you want to get a video. [text two] God, we didn't do anything this weekend. We just sat in front of the TV. (laughs) It was a total veg out weekend, we ordered out every night. John was on the rig for two weeks and then he's had to work late every night since he's been back, and I've had this activity and that activity with the kids, and girl scouts and soccer... We really needed the break. [text three] In the interest of brevity, I offer only three texts here.1 Anyone who has listened to Americans talk about television can probably multiply these examples many times; most Americans of my generation or later have almost certainly been producers of such discourse at one time or another. Each of these examples is drawn from a different context: a student's explanation for handing in a late paper [text one], a wife's suggestion for evening plans [text two], a friend sharing information about her family [text three]. And each is part of the language of experience – the language people use to describe emotions, sensations, and thoughts and, in so doing, articulate a self. 'Veging out' -- the 'veg--' prefix is borrowed from the word 'vegetable' and pronounced with a soft g -- is a nice example of a local taxonomic category of pleasure and the way it is embedded in more complex discursive formations, which it both replicates and refracts. In American society, where sitting in front of the television when there are other things to do is condemned as a waste of time that makes one a 'couch potato,' 'veging out' allows actors to reconstitute 'being a vegetable' as an empowering choice, an intentional and temporary vegetative state one escapes into as a means to relax, reduce stress and 'get away' from one's troubles. Veging out involves escape but specifies that one is escaping to nowhere, that an avoidance of critical mental activity is precisely what is sought. The claim to be veging out thus accepts the general American public discourse of television as a wasteland – the 'waste' in particular involving waste of time -- and simultaneously challenges it by claiming, in essence, that one has a right to do nothing if one has been working 'too hard'. There is nothing fanciful or even insightful in this analysis; discourses in which Americans talk about their television viewing activity tend to be both straightforward and redundant. Americans who say they spent an evening veging out are likely to follow the statement with an explanation of why they are entitled to veg out -- a litany of stresses or labours -- and sometimes also assertions to confirm that the world they escaped to was indeed a place that involved minimal mental activity. For example, the student in Text One quoted above followed it up with the comment, 'There was absolutely nothing on worth watching'. The woman who produced Text Three commented a few lines later, 'It was practically all commercials, nothing could hold my interest because it was always being interrupted. I hardly ever watch TV, I hadn't realised how many commercials there are'. This latter comment also positions the activity as a rare one for this person, emphasising the strategic nature of veging out as a life choice and hence acceptable within American understandings of choice.2 People's own modes of articulation may thus even deny their motivations involve pleasure.3 Choosing to enter the wasteland of television certainly can be, and often is, constructed as a bad choice. As Beeman demonstrates in his analysis of the language of choice in American advertising, making a choice is often constituted as not enough -- one must make the 'right' choice. Discourse about 'veging out' partly forecloses the possibility of the instance described being a bad choice by embedding the choice in the matrix of suffering. Yet as Carbaugh discovers in his sociolinguistic appraisal of TV talk shows, doing something 'wrong' can nonetheless be valorised in America by its formulation as a deliberate exercise of one's right to choose. The moral wrongness of the particular choice is redeemed by the articulation of a self exercising its right to make its own choices, and taking responsibility for those choices. The power of 'veging out' as a representation of social action thus lies in its ability to simultaneously embrace the widespread discourse that 'television is a wasteland' while at the same time subsuming it under the important American discourse of choice. In so doing, it allows Americans to construct themselves as hard--working individuals who choose to waste time as a strategy for resolving the stresses and discomforts of hard work. One articulates a viewing self, that is, which is consonant with the fundamental values of American culture. The Viewing Self The 'viewing self' is that self, or that aspect of the self, constructed through experiences of viewing events and activities in which the person is not a participant. In the contemporary world, such viewing has increased as an activity, accommodated and mediated by film, television, video and other technologies. These technologies offer, among other things, the opportunity for virtual experiences, events and activities that we do not experience with our bodies but which nonetheless offer us comparable fodder for our cognitive processes (Drummond). Studies of the self as viewer have long been dominated in media studies by attention to these virtual experiences as internal. From the early argument that the self is 'interpellated' by the culture industry (Adorno), to the argument that the self is socially and politically positioned in dominated, negotiating or resistant ways (Hall), to the idea of the self as simultaneously occupying multiple (and shifting) spectator positions (Modleski, Williams, Clover, Caton), emphasis has long been on how the viewer experiences structured sets of symbols, appropriates them at various levels of cohesion, cognitively and affectively orders them with regard to pre--existing understandings of and feelings about the world, and uses them in the ongoing construction of the self. I am suggesting here the utility of turning our attention from internal to external articulations of self as viewer. I want to argue that in addition to engaging with the content of the viewing experience, people usually engage with the meaning of the viewing experience as an activity. The viewing experience is never just about engagement with content about what one watches. It is also about the activities of 'watching TV,' 'renting a video,' and 'going to the movies.' Each of these is an experience that must be internally evaluated with regard to one's pre--existing sense of self, and which may have to be verbally articulated in interaction with others. In the latter case, it provides yet more fodder for the construction of the self, as we see versions of ourselves mirrored in the responses of the other to our own self--performance. Given the plethora of media, genres, places and events in which visual media are watched, speaking with others about one's television viewing maps one onto a complex terrain of distinctions about one's taste. One's 'taste' is never innocent, because it ties in to a complex social code that relates it to class, gender, ethnicity, education, and other social categories (Bourdieu). To represent ourselves to others as viewers of any particular kind of media is to position ourselves as particular kinds of persons in relation to others. One can use this code to articulate oneself as a particular kind of person vis--à--vis those with whom one is interacting: an equal who shares common tastes, a superior who enjoys more refined discernment, a populist who revels in his or her common tastes. To speak of our viewing allows us to generate social contact on grounds of shared experience. It allows us to confirm our tastes with regard to the social others who serve as mirrors to our selves. Of course, persons are never omnicompetent in their self--presentations, and efforts to present the self in particular ways can backfire, so that instead of appearing as a woman of discernment one appears pompous; and instead of appearing as a common Joe, one comes across as vulgar. Talking about viewing, in other words, always involves risk. In examining how people manage this risk in their social interactions, as through framing their experience as 'veging out,' we can learn much about how people construct themselves as viewers. Conclusion 'Veging out' is not the only verbal strategy by means of which Americans solve the conundrum of the viewing self. Nor is there anything unique in this American conundrum. Ethnographic accounts clearly demonstrate that many societies offer public condemnatory discourses about television that are at odds with actual viewing practices. The content of television in Belize is 'destroying a whole generation' (Wilk), in Egypt it's a flood of 'moral pollution' (Armbrust), in the Netherlands it's 'an embarrassment' (Alasuutaari). People's ways of speaking about themselves as viewers are clearly often a result of an ambivalence born of their pleasure, on the one hand, and their understanding that one should not be getting pleasure from such stuff, on the other. The result is often discourse that expresses guilt, or embarrassment, as summed up by Alasuutari's informant who said 'I'm ashamed to admit it, but I watch Dallas.' Alasuutari's reliance on interviewing, though, captures the conundrum but not the cultural solutions. An interview with a sociologist is a very different kind of speech act from the quotidian contexts in which people construct themselves as television viewers in interaction with friends, family, the person sitting next to you at the bar, and so forth (Briggs). My objective in this brief exercise is to draw our attention away from interviewing toward ethnography, and away from attention to internal subjectivities to the interactive contexts in which the self is constructed in everyday life. Notes 1 These three examples were all collected among American expatriates while I was teaching at the American University in Cairo. 2 Individual performances of this discourse are always strategic, of course; their articulation shaped by the speakers understanding of the speech event in which they take place. 3 The American discomfort with spending one's leisure pleasurably has been long chronicled. As early as the 1920s the Lynds found the people of Middletown uncomfortable with talking about reading for pleasure rather than instruction and profit. People did not want to articulate themselves as persons who wasted time (Lynd and Lynd 1929: 225) References Adorno, Theodor. 'The Culture Industry Reconsidered.' The Adorno Reader. Ed. Brian O'Connor. Oxford: Blackwell, 2000. 230-38. Alasuutari, Pertti. ''I'm Ashamed to Admit it, but I have Watched Dallas:' The Moral Hierarchy of Television Programmes.' Media, Culture and Society 14 (1992): 561-582. Armbrust, Walter. Mass Culture and Modernisation in Egypt. Cambridge: University Press, 1996. Beeman, William O. 'Freedom to Choose: Symbolic Values in American Advertising.' The Symbolisation of America. Ed. Herve Varenne. Omaha: University of Nebraska Press, 1986 Bourdieu, Pierre. Distinction: A Social Critique of the Judgment of Taste. Trans. Richard Nice. Harvard: Harvard University Press, 1984. Briggs, Charles. Learning How to Ask: A Sociolinguistic Appraisal of the Role of the Interview in Social Science Research. Cambridge: Cambridge University Press, 1986. Carbaugh, Donal. Talking American: Cultural Discourses on Donahue. Norwood, NJ: Ablex, 1989. Caton, Steven C. Lawrence of Arabia: a Film's Anthropology. Berkeley: University of California Press, 1999. Clover, Carol. Men, Women, and Chain Saws: Gender in the Modern Horror Film. Princeton, NJ: Princeton University Press, 1992. Drummond, Lee. American Dreamtime: A Cultural Analysis of Popular Movies and Their Implications for a Science of Humanity. Lanham, MD: Littlefield Adams, 1995. Hall, Stuart. 'Culture, the Media and the 'Ideological Effect.' ' Mass Communication and Society. Ed. James Curran, Michael Gurevitch and Janet Woolacott. London: Edward Arnold, 1977. - - - . 'The Rediscovery of 'Ideology:' The Return of the Repressed in Media Studies. Culture, Society and the Media. Ed. Michael Gurevitch, T. Bennett, James Curran and Janet Woolacott. London: Methuen, 1982. Modleski, Tania. The Women Who Knew Too Much: Hitchcock and Feminist Analysis. New York: Routledge, 1988 Polanyi, Livia. Telling the American Story. Cambridge, Mass: MIT Press, 1989 Wilk, Richard. ''It's Destroying a Whole Generation:' Television and Moral Discourse in Belize.' Visual Anthropology 5 (1995): 229-44. Williams, Linda. Hard Core: Power, Pleasure and the Frenzy of the Visible. Berkeley, CA: University of California Press, 1989. Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Peterson, Mark Allen. "Choosing the Wasteland" M/C: A Journal of Media and Culture 5.5 (2002). [your date of access] < http://www.media-culture.org.au/mc/0210/Peterson.html &gt. Chicago Style Peterson, Mark Allen, "Choosing the Wasteland" M/C: A Journal of Media and Culture 5, no. 5 (2002), < http://www.media-culture.org.au/mc/0210/Peterson.html &gt ([your date of access]). APA Style Peterson, Mark Allen. (2002) Choosing the Wasteland. M/C: A Journal of Media and Culture 5(5). < http://www.media-culture.org.au/mc/0210/Peterson.html &gt ([your date of access]).

In order to develop the viewers’ critical thinking we must analyze the media and our viewing habits. Media Education uses the model of key concepts. We can talk about four main key concepts: Production, Language, Audiences and Representations. Among them, the Production is commonly the less studied, it should, however, play a key role on our program choices. As a case study, this paper aims to apply this model of analysis to what we call «simulation of reality genres», one of the most popular and polemical television genre. La Educación en Medios de Comunicación (EMC) viene empleando con éxito la propuesta de los «conceptos clave» (key concepts) como herramienta para el análisis de los medios desde su formulación teórica en los años 80. Esta propuesta de conceptos clave ha variado con el tiempo y en su propia naturaleza está su adaptabilidad a las condiciones particulares de uso. En todo caso, como regla general podemos hablar de cuatro grandes conceptos clave que correctamente articulados nos son útiles para el análisis de dentro un programa de EMC: Producción, Lenguajes, Representación y Audiencias. El análisis combinado desde esta cuatro perspectivas –a la vez que nos ayuda a superar las divisiones entre propuestas de análisis monofocales de las escuelas teóricas clásicas– nos permite tener un conocimiento amplio sobre nuestro objeto de estudio, un paso necesario (aunque no exclusivo) para una formación crítica de los telespectadores. De estos cuatro conceptos clave, el más olvidado en nuestra sociedad a la hora de valorar los productos mediáticos parece ser la Producción (este concepto incluye cuestiones como las prácticas y condiciones de los profesionales, las dinámicas de la industria, los objetivos de los productores, la participación y el acceso de la audiencia en los procesos de producción, etc.). Así, se suele valorar a los programas televisivos por sus contenidos, los valores que promueven, los recursos empleados, los supuestos efectos sobre la audiencia, etc., pero normalmente no se tienen en cuenta las condiciones en que han sido producidos. Igual que movimientos como el Comercio Justo promueven tener en cuenta cómo se han elaborado los productos que consumimos, la EMC debería hacer lo propio con los productos mediáticos. Cada producto que consumimos supone apoyar un tipo u otro de modelo de producción. Para tomar esta decisión de manera consciente y razonada, el telespectador tendría que tener a su alcance la información necesaria, algo que debería ser exigible a los productores en una sociedad verdaderamente democrática, y para lo cual es necesario de momento la colaboración de aquellos profesionales más comprometidos. Desde esta perspectiva, en este texto se realiza como estudio de caso un análisis de los llamados «géneros de simulación de realidad» –que incluyen reality-shows, talk-shows y programas del corazón, principalmente–, uno de los géneros con más presencia en nuestras televisiones y por tanto más consumidos por la audiencia. Sin dejar de lado el resto de conceptos clave que permiten tener una visión global, se hace hincapié en las condiciones de producción de este tipo de programas, marcadas en gran parte, como se verá, por la racionalidad mercantil y la deshumanización que ésta produce.

IntroductionCroquembouche, blast chillers, and plating up—these terms have become normal to ordinary Australians despite Adriano Zumbo’s croquembouche recipe taking more than two hours to complete and blast chillers costing thousands of dollars. Network Ten’s reality talent quest MasterChef Australia (MCA) has brought fine dining and “foodie” culture to a mass audience who have responded enthusiastically. Vicariously “tasting” this once niche lifestyle is empowering viewers to integrate aspects of “foodie” culture into their everyday lives. It helps them become “everyday foodies.” “Everyday foodies” are individuals who embrace and incorporate an appreciation of gourmet food culture into their existing lifestyles, but feel limited by time, money, health, or confidence. So while a croquembouche and blast chiller may be beyond a MCA viewer’s reach, these aspects of “foodie” culture can still be enjoyed via the program. The rise of the “everyday foodie” challenges criticisms of vicarious consumption and negative discourses about reality and lifestyle television. Examining the very different and specific ways in which three MCA-viewing households vicariously experience gourmet food in their adoption of the “everyday foodie” lifestyle will demonstrate the positive value of vicarious consumption through reality and lifestyle programming. A brief background on the MCA phenomenon will be provided before a review of existing literature regarding vicarious consumption and tensions in the reality and lifestyle television field. Three case studies of MCA-viewing households who use vicarious consumption to satisfy “foodie” cravings and broaden their cultural tastes will be presented. Adapted from the United Kingdom’s MasterChef, which has aired since 1990, MCA has proven to be a catalyst for the “cheffing up” of the nation’s food culture. Twenty-odd amateur cooks compete in a series of challenges, guided, and critiqued by judges George Calombaris, Gary Mehigan, and Matt Preston. Contestants are eliminated as they move through a series of challenges, until one cook remains and is crowned the Master Chef of that series. Network Ten’s launch of MCA in 2009 capitalised on the popularity of reality talent quests that grew throughout the 2000s with programs such as Popstars (2000–2002), Australian Idol (2003–2009), X Factor (2005, 2010–) and Australia’s Got Talent (2007–). MCA also captures Australian viewers’ penchant for lifestyle shows including Better Homes and Gardens (1995–), Burke’s Backyard (1987-2004), The Living Room (2012–) and The Block (2003–2004, 2010–). The popularity of these shows, however, does not match the heights of MCA, which has transformed the normal cooking show audience of 200,000 into millions (Greenwood). MCA’s 2010 finale is Australia’s highest rating non-sporting program since OzTAM ratings were introduced in 2001 (Vickery). Anticipating this episode’s popularity, the 2010 Federal Election debate was moved to 6.30pm from its traditional Sunday 7.30pm timeslot (Coorey; Malkin). As well as attracting extensive press coverage and attention in opinion pieces and blogs, the level of academic attention MCA has already received underscores the show’s significance. So far, Lewis (Labours) and Seale have critiqued the involvement of ordinary people as contestants on the show while Phillipov (Communicating, Mastering) explores tensions within the show from a public health angle. While de Solier (TV Dinners, Making the Self, Foodie Makeovers) and Rousseau’s research does not focus on MCA itself, their investigation of Australian foodies and the impact of food media respectively provide relevant discussion about audience relationships with food media and food culture. This article focuses on how audiences use MCA and related programs. Vicarious consumption is presented as a negative practice where the leisure class benefit from another’s productivity (Veblen). Belk presents the simple example that “if our friend lives in an extravagant house or drives an extravagant car, we feel just a bit more extravagant ourselves” (157). Therefore, consuming through another is viewed as a passive activity. In the context of vicariously consuming through MCA, it could be argued that audiences are gaining satisfaction from watching others develop culinary skills and produce gourmet meals. What this article will reveal is that while MCA viewers do gain this satisfaction, they use it in a productive way to discipline their own eating and spending habits, and to allow them to engage with “foodie” culture when it may not otherwise be possible. Rather than embrace the opportunity to understand a new culture or lifestyle, critics of reality and lifestyle television dismiss the empowering qualities of these programs for two reasons. The practice of “advertainment” (Deery 1)—fusing selling and entertainment—puts pressure on, or excludes, the aspirational classes who want, but lack the resources to adopt, the depicted lifestyle (Ouellette and Hay). Furthermore, such programs are criticised for forcing bourgeois consumption habits on its viewers (Lewis, Smart Living) Both arguments have been directed at British celebrity chef Jamie Oliver. Oliver’s latest cookbook Save with Jamie has been criticised as it promotes austerity cooking, but costs £26 (approx. 48AUD) and encourages readers to purchase staple ingredients and equipment that total more than £500 (approx. 919AUD) (Ellis-Petersen). Ellis-Petersen adds that the £500 cost uses the cheapest available options, not Oliver’s line of Tefal cooking equipment, “which come at a hefty premium” (7). In 2005, Oliver’s television series Jamie’s School Dinners, which follows his campaign for policy reform in the provision of food to students was met with resistance. 2008 reports claim students preferred to leave school to buy junk food rather than eat healthier fare at school (Rousseau). Parents supported this, providing money to their children rather than packing healthy lunches that would pass school inspections (Rousseau). Like the framing of vicarious consumption, these criticisms dismiss the potential benefits of engaging with different lifestyles and cultures. These arguments do not recognise audiences as active media consumers who use programs like MCA to enhance their lifestyles through the acquisition of cultural capital. Ouellette and Hay highlight that audiences take advantage of a multitude of viewing strategies. One such strategy is playing the role of “vicarious expert” (Ouellette and Hay 117) who judges participants and has their consumption practices reinforced through the show. While audiences are invited to learn, they can do this from a distance and are not obliged to feel as though they must be educated (Ouellette and Hay). Viewers are simply able to enjoy the fantasy and spectacle of food shows as escapes from everyday routines (Lewis, Smart Living). In cases like Emeril Live where the host and chef, Emeril Lagasse “favors [sic] showmanship over instruction” (Adema 115–116) the vicarious consumption of viewing a cooking show is more satisfying than cooking and eating. Another reason vicarious consumption provides pleasure for audiences is because “culinary television aestheticises food,” transforming it “into a delectable image, a form of ‘gastro-porn’ […] designed to be consumed with the eyes” (de Solier, TV Dinners 467). Audiences take advantage of these viewing strategies, using a balance of actual and vicarious consumption in order to integrate gourmet food culture into their pre-existing lifestyle, budget, and cooking ability. The following case studies emerged from research conducted to understand MCA’s impact on households. After shopping with, and interviewing, seven households, the integration of vicarious and actual food consumption habits was evident across three households. Enjoying food images onscreen or in cookbooks is a suitable substitute when actual consumption is unhealthy, too expensive, time consuming, or daunting. It is this balance between adopting consumption habits of a conventional “foodie” and using vicarious consumption in contexts where the viewer sees actual consumption as unreasonable or uncomfortable that makes the “everyday foodie.” Melanie—Health Melanie is 38 years old and works in the childcare industry. She enjoys the “gastro-porn” of MCA and other food media. Interestingly she says food media actually helps her resist eating sumptuous and rich foods: Yeah, like my house is just overrun by cookbooks, cooking magazines. I have Foxtel primarily for the Food Network […] But I know if I cooked it or baked it, I would eat it and I’ve worked too hard to get where I am physically to do that. So I just, I read about it and I watch it, I just don’t do it. This behaviour supports Boulos et al.’s finding that while the Food Network promotes irresponsible consumption habits, these programs are considered a “window into a wider social and cultural world” rather than food preparation guides (150). Using vicarious consumption in this way means Melanie feels she does not “cook as much as what a true foodie would cook,” but she will “have low fat and healthy [options] whenever I can so I can go out and try all the fancy stuff cooked by fancy people.” MCA and food media for Melanie serves a double purpose in that she uses it to restrict, but also aid in her consumption of gourmet food. In choosing a chef or restaurant for the occasions where Melanie wants to enjoy a “fancy” dining experience, she claims food media serves as an educational resource to influence her consumption of gourmet food: I looked up when I was in Sydney where Adriano Zumbo’s shop was to go and try macarons there […] It [MCA] makes me aware of chefs that I may not have been aware of and I may go and … seek that [their restaurants/establishments] out […] Would Adriano Zumbo be as big as he is without MasterChef? No. And I’m a sucker, I want to go and try, I want to know what everyone’s talking about. Melanie’s attitudes and behaviour with regards to food media and consumption illustrates audiences’ selective nature. MCA and other food media influence her to consume, but also control, her consumption. Curtis and Samantha—Broadening Horizons Time and money is a key concern for many “everyday foodies” including Curtis’ family. Along with his wife Samantha they are raising a one-year-old daughter, Amelia. Curtis expressed a fondness for food that he ate while on holiday in the United States: I guess in the last few weeks I’ve been craving the food that we had when we were in America, in particular stuff like pulled pork, ribs, stuff like that. So I’ve replicated or made our own because you can’t get it anywhere around Brisbane like from a restaurant. When talking about cooking shows more generally, Curtis speaks primarily about cooking shows he watches on Foxtel that have a food tourism angle. Curtis mentions programs including Cheese Slices, The Layover and Man v. Food. The latter of these shows follows Adam Richman around the United States attempting to conquer eating challenges set at famous local establishments. Curtis describes his reaction to the program: I say woah that looks good and then I just want to go back to America. But instead of paying thousands of dollars to go, it’s cheaper to look up a recipe and give it a go at home. Cookbooks and food television provide their viewers not only with a window through which they can escape their everyday routines but, as Curtis points out, inspiration or education to cook new dishes themselves. For money conscious “everyday foodies”, the cooking demonstration or mere introduction of a dish broadens viewers’ culinary knowledge. Curtis highlights the importance of this: Otherwise [without food media] you’d be stuck cooking the same things your mum and dad taught you, or your home economics teacher taught you in high school. You’d just be doing the same thing every day. Unless you went out to a restaurant and fell in love with something, but because you don’t go out to restaurants every day, you wouldn’t have that experience every day […] TV gives you the ability—we could flick over to the food channel right now and watch something completely amazing that we’ve never done before. His wife Samantha does not consider herself an adventurous eater. While she is interested in food, her passion lies in cakes and desserts and she jokes that ordering Nando’s with the medium basting is adventurous for her. Vicarious consumption through food media allows Samantha to experience a wider range of cuisines without consuming these foods herself: I would watch a lot more variety than I would actually try. There’s a lot of things that I would happily watch, but if it was put in front of me I probably wouldn’t eat it. Like with MasterChef, I’m quite interested in cooking and stuff, but the range of things [ingredients and cuisines] […] I wouldn’t go there. Rose and Andrew—Set in Their Ways Rose and her husband Andrew are a “basically retired” couple and the parents of Samantha. While they both enjoy MCA and feel it has given them a new insight on food, they find it easier to have a mediated engagement with gourmet food in some instances. Andrew believes MCA is: Taking food out of this sort of very conservative, meat, and three vegetables thing into […] something that is more exotic, for the want of a better word. And I guess that’s where we’ve—we follow it, I follow it. And saying, ‘Oh, geez it’d be nice to do that or to be able to do that,’ and enjoy a bit of creativity in that, but I think it’s just we’re probably pretty set in our ways probably and it’s a bit hard to put that into action sometimes. Andrew goes on to suggest that a generational gap makes their daughters, Samantha and Elle more likely to cook MCA-inspired meals than they are: See Samantha and Elle probably cook with that sort of thing [herbs] more and I always enjoy when they do it, but we probably don’t […] We don’t think about it when we go shopping. We probably shop and buy the basic things and don’t think about the nicer things. Andrew describes himself as “an extremely lazy reader” who finds following a recipe “boring.” Andrew says if he were tempted to cook an MCA-inspired dish, it is unlikely that the required ingredients would be on-hand and that he would not shop for one meal. Rose says she does buy the herbs, or “nicer things” as Andrew refers to them, but is hesitant to use them. She says the primary barrier is lacking confidence in her cooking ability, but also that she finds cooking tiring and is not used to cooking with the gas stove in her new home: Rose: I also think that I probably leave my run late and by night time I’m really tired and my feet are hurting and I tend to think ‘Oh I’ll just get something ready’ […] I know that probably sounds like a lame excuse, but yeah, it’s probably more the confidence thing I think. I often even buy the things [ingredients] to do it and then don’t make it. I’m not confident with my stovetop either. Researcher: Oh why—can you please explain more about that?Rose: Well it’s a gas stovetop and I used to have the electric. I felt like I could main—I could control the setting—the heat—better on it. Rose, in particular, does not let her lack of confidence and time stop her from engaging with gourmet food. Cookbooks and cooking shows like MCA are a valuable channel for her to appreciate “foodie” culture. Rose talks about her interest in MCA: Rose: I’m not a keen cook, but I do enjoy buying recipe books and looking at lovely food and watching—and I enjoyed watching how they did these beautiful dishes. As for the desserts, yes they probably were very fancy, but it was sort of nice to think if you had a really special occasion, you know […] and I would actually get on the computer afterwards and look for some of the recipes. I did subscribe to their magazine […] because I’m a bit of a magazine junkie.Researcher: What do you get out of the recipe books and magazines if you say you’re not a keen cook?Rose: I’d just dream about cooking them probably. That sounds terrible, doesn’t it? But, and also probably inspire my daughters […] I like to show them “oh, look at this and this” or, you know, and probably quite often they will try it or—and one day I think I will try it, but whether I ever do or not, I don’t know. Rose’s response also treats the generation gap as a perceived barrier to actual consumption. But while the couple feel unable to use the knowledge they have gained through MCA in their kitchen, they credit the show with broadening the range of cuisines they would eat when dining out: Andrew: You know, even when we’ve been to—I like Asian food in Australia, you know, Chinese, Thai, any of those sorts of foods.Rose: Indian. Andrew: Indian, yeah I like that in Australia.Rose: Which we have probably tried more of since the likes of MasterChef.Andrew: Yeah.Rose: You know, you—and even sushi, like you would never have ever […]Andrew: Gone to sushi previously. And I won’t eat sashimi, but the sushi bar is all right. Um […] but [I] did not enjoy Chinese food in places like Hong Kong or Singapore. As the couple does not seek educational information from the show in terms of cooking demonstration, they appear more invested in the progress of the contestants of the show and how they respond to challenges set by the judges. The involvement of amateur cooks makes the show relatable as they identify with contestants who they see as potential extensions of themselves. Rose identifies with season one winner, Julie Goodwin who entered the program as a 38-year-old mother of three and owner of an IT consulting business: Rose: Well Julie of course is a—I don’t like to use the word square, but she’s sort of like a bit of an old fashioned lady, but you know, more like basic grandma cooking. But […]Andrew: She did it well though.Rose: Yes, yeah. Andrew: And she, she probably—she progressed dramatically, you know, from the comments from when she first started […] to winning. In how she presented, how she did things. She must have learnt a lot in the process is the way I would look at it anyway. Rose: And I’ve seen her sort of on things since then and she is very good at like […] talking about and telling you what she’s doing and—for basic sort of cook—you know what I mean, not basic, but […] for a basic person like me. Although Rose and Andrew feel that their life stage prevents has them from changing long established consumption habits in relation to food, their choices while dining out coupled with a keen interest in food and food media still exemplifies the “everyday foodie” lifestyle. Programs like MCA, especially with its focus on the development of amateur cooks, have allowed Rose and Andrew to experience gourmet food more than they would have otherwise. Conclusion Each viewer is empowered to live their version of the “everyday foodie” lifestyle through adopting a balance of actual and vicarious consumption practices. Vicariously tasting “foodie” culture has broadened these viewers’ culinary knowledge and to some extent has broadened their actual tastes. This is evident in Melanie’s visit to Adriano Zumbo’s patisserie, and Rose and Andrew’s sampling of various Asian cuisines while dining out, for example. It also provides pleasure in lieu of actual consumption in instances like Melanie using food images as a disciplinary mechanism or Curtis watching Man v. Food instead of travelling overseas. The attitudes and behaviours of these MCA viewers illustrate that vicarious consumption through food media is a productive and empowering practice that aids audiences to adopt an “everyday foodie” lifestyle. References Adema, Pauline. “Vicarious Consumption: Food, Television and the Ambiguity of Modernity.” Journal of American and Comparative Cultures 23.3 (2000): 113–23. Belk, Russell. “Possessions and the Extended Self.” Journal of Consumer Research 15.2 (1988): 139–68. Boulous, Rebecca, Emily Kuross Vikre, Sophie Oppenheimer, Hannah Chang, and Robin B. Kanarek. “ObesiTV: How Television is influencing the Obesity Epidemic.” Physiology & Behavior 107.1 (2012): 146–53. Coorey, Phillip. “Chefs Win in Ratings Boilover.” Sydney Morning Herald 20 Jul. 2010: n. pag. Deery, June. “Reality TV as Advertainment.” Popular Communication: The International Journal of Media and Culture 2.1 (2005): 1–20. Ellis-Petersen, Hannah. “Jamie’s Idea of Cooking on a Budget—First Buy £500 of Kitchen Utensils and ‘Basics’ (And Yes Most Of Them DO Come From His Own Range).” Mail Online 31 Aug. 2013: n. pag. Greenwood, Helen. “From TV to Table.” Sydney Morning Herald 3 Jul. 2010: n. pag. Lewis, Tania. Smart Living: Lifestyle Media and Popular Expertise. New York: Peter Lang, 2008. -----. “You’ve Put Yourselves on a Plate: The Labours of Selfhood on MasterChef Australia.” Reality Television and Class. Eds. Helen Wood, and Beverly Skeggs. Basingstoke: Palgrave Macmillan, 2011. 104–6. Malkin, Bonnie. “Australian Election Debate Makes Way for MasterChef Final.” The Telegraph 20 Jul. 2010: n. pag. Ouellette, Laurie, and James Hay. Better Living through Reality TV. Malden: Blackwell, 2008. Phillipov, Michelle. “Communicating Health Risks via the Media: What can we learn from MasterChef Australia?” The Australasian Medical Journal 5.11 (2012): 593–7. -----. “Mastering Obesity: MasterChef Australia and the Resistance to Public Health Nutrition.” Media, Culture & Society 35.4 (2013): 506–15. Rousseau, Signe. Food Media: Celebrity Chefs and the Politics of Everyday Interference. London: Berg, 2012. Seale, Kirsten. “MasterChef’s Amateur Makeovers.” Media International Australia 143 (2012): 28–35. de Solier, Isabelle. “Foodie Makeovers: Public Service Television and Lifestyle Guidance.” Exposing Lifestyle Television: The Big Reveal. Ed. Gareth Palmer. Aldershot: Ashgate, 2008. 65–81. -----. “Making the Self in a Material World: Food and Moralities of Consumption.” Cultural Studies Review 19.1 (2013): 9–27. -----. “TV Dinners: Culinary Television, Education and Distinction.” Continuum: Journal of Media and Cultural Studies 19.4 (2005): 465–81. Vickery, Colin. “Adam Liaw Wins MasterChef as Ratings Soar for Channel 10.” Herald Sun 25 Jul. 2010: n. pag. Veblen, Thorstein. The Theory of the Leisure Class. Oxford: Oxford UP, 2007.

Introduction Many anthropologists and other academics have attempted to argue that the spread of technology is a global homogenising force, socialising the remaining indigenous groups across the planet into an indistinct Western "monoculture" focussed on consumption, where they are rapidly losing their cultural distinctiveness. In many cases, these intellectuals -– people such as Jerry Mander -- often blame the diffusion of television (particularly through new innovations that are allowing it to penetrate further into rural areas, such as satellite and cable) as a key force in the effort to "assimilate" indigenous groups and eradicate their unique identities. Such writers suggest that indigenous groups can do nothing to resist the onslaught of the technologically, economically, and aesthetically superior power of Western television. Ironically, while often protesting the plight of indigenous groups and heralding their need for cultural survival, these authors often fail to recognise these groups’ abilities to fend for themselves and preserve their cultural integrity. On the other side of the debate are visual anthropologists and others who are arguing that indigenous groups are quickly becoming savvy to Western technologies, and that they are now using them for cultural revitalisation, linguistic revival, and the creation of outlets for the indigenous voice. In this school of thought, technology is seen not so much as a threat to indigenous groups, but instead as a remarkable opportunity to reverse the misfortunes of these groups at the hands of colonisation and national programmes of attempted assimilation. From this perspective, the rush of indigenous groups to adopt new technologies comes hand-in-hand with recent efforts to assert their tribal sovereignty and their independence. Technology has become a "weapon" in their struggle for technological autonomy. As a result, many are starting their own television stations and networks, and thus transforming the way television operates in their societies -– away from global monocultures and toward local interests. I hypothesise that in fact there is no correlation between television viewing and acculturation, and that, in fact, the more familiar people are with the technology of television and the current way the technology is utilised, the more likely they are to be interested in using it to revive and promote their own culture. Whatever slight negative effect exists depends on the degree to which local people can understand and redirect how that technology is used within their own cultural context. However, it should be stated that for terms of this investigation, I consider the technologies of "video" and "television" to be identical. One is the recording aspect, and the other the distribution aspect, of the same technology. Once people become aware that they can control what is on the television screen through the instrumentality of video, they immediately begin attempting to assert cultural values through it. And this is precisely what is going on on the Cheyenne River Reservation. This project is significant because the phenomenon of globalisation is real and Western technologies such as video, radio, and PCs are spreading throughout the world, including the "Fourth World" of the planet’s indigenous peoples. However, in order to deal with the phenomenon of globalisation, anthropologists and others may need to deal more realistically with the phenomenon of technological diffusion, which operates far less simply than they might assume. Well-meaning anthropologists seeking to "protect" indigenous groups from the "invasion" of technologies which will change their way of life may be doing these groups a disservice. If they turned some of their effort away from fending off these technologies and toward teaching indigenous groups how to use them, perhaps they might have a better result in creating a better future for them. I hope this study will show a more productive model for dealing with technological diffusion and what effects it has on cultural change in indigenous societies. There have been very few authors that have dealt with this topic head-on. One of the first to do so was Pace (1993), who suggested that some Brazilian Indians were acculturating more quickly as a result of television finally coming to their remote villages in the 1960s. Molohon (1984) looked at two Cree communities, and found that the one which had more heavy television viewing was culturally closer to its neighboring white towns. Zimmerman (1996) fingered television as one of the key elements in causing Indian teenagers to lose their sense of identity, thus putting them at higher risk for suicide. Gillespie (1995) argued that television is actually a ‘weapon’ of national states everywhere in their efforts to assimilate and socialise indigenous and other ethnic minority groups. In contrast, authors like Weiner (1997), Straubhaar (1991), and Graburn (1982) have all critiqued these approaches, suggesting that they deny subjectivity and critical thinking to indigenous TV audiences. Each of these researchers suggest, based on their field work, that indigenous people are no more likely than anybody else to believe that the things they see on television are true, and no more likely to adopt the values or worldviews promoted by Western TV programmers and advertisers. In fact, Graburn has observed that the Inuit became so disgusted with what they saw on Canadian national television, that they went out and started their own TV network in an effort to provide their people with meaningful alternatives on their screens. Bell (1995) sounds a cautionary note against studies like Graburn’s, noting that the efforts of indigenous New Zealanders to create their own TV programming for local markets failed, largely because they were crowded out by the "media imperialism" of outside international television. Although the indigenous groups there tried to put their own faces on the screen, many local viewers preferred to see the faces of J.R. Ewing and company, and lowered the ratings share of these efforts. Salween (1991) thinks that global media "cultural imperialism" is real -– that it is an objective pursued by international television marketers -– and suggests a media effects approach might be the best way to see whether it works. Woll (1987) notes that historically many ethnic groups have formed their self-images based on the way they have been portrayed onscreen, and that so far these portrayals have been far from sympathetic. In fact, even once these groups started their own cinemas or TV programmes, they unconsciously perpetuated stereotypes first foisted on them by other people. This study tends to side with those who have observed that indigenous people do not tend to "roll over" in the wake of the onslaught of Western television. Although cautionary studies need to be examined carefully, this research will posit that although the dominant forces controlling TV are antithetical to indigenous groups and their goals, the efforts of indigenous people to take control of their TV screens and their own "media literacy" are also increasing. Thus, this study should contribute to the viewpoint that perhaps the best way to save indigenous groups from cultural eradication is to give them access to television and show them how to set up their own stations and distribute their own video programming. In fact, it appears to be the case that TV, the Internet, and electronic 'new media' are helping to foster a process of cultural renewal, not just among the Lakota, but also among the Inuit, the Australian aborigines, and other indigenous groups. These new technologies are helping them renew their native languages, cultural values, and ceremonial traditions, sometimes by giving them new vehicles and forms. Methods The research for this project was conducted on the Cheyenne River Sioux Reservation headquartered in Eagle Butte, South Dakota. Participants chosen for this project were Lakota Sioux who were of the age of consent (18 or older) and who were tribal members living on the reservation. They were given a survey which consisted of five components: a demographic question section identifying their age, gender, and individual data; a technology question section identifying what technologies they had in their home; a TV question section measuring the amount of television they watched; an acculturation question section determining their comparative level of acculturation; and a cultural knowledge question section determining their knowledge of Lakota history. This questionnaire was often followed up by unstructured ethnographic interviews. Thirty-three people of mixed age and gender were given this questionnaire, and for the purposes of this research paper, I focussed primarily on their responses dealing with television and acculturation. These people were chosen through strictly random sampling based on picking addresses at random from the phone book and visiting their houses. The television section asked specifically how many hours of TV they watched per day and per week, what shows they watched, what kinds of shows they preferred, and what rooms in their home had TVs. The acculturation section asked them questions such as how much they used the Lakota language, how close their values were to Lakota values, and how much participation they had in traditional indigenous rituals and customs. To assure open and honest responses, each participant filled out a consent form, and was promised anonymity of their answers. To avoid data contamination, I remained with each person until they completed the questionnaire. For my data analysis, I attempted to determine if there was any correlation (Pearson’s coefficient r of correlation) between such things as hours of TV viewed per week or years of TV ownership with such things as the number of traditional ceremonies they attended in the past year, the number of non-traditional Lakota values they had, their fluency in the Lakota language, their level of cultural knowledge, or the number of traditional practices and customs they had engaged in in their lives. Through simple statistical tests, I determined whether television viewing had any impact on these variables which were reasonable proxies for level of acculturation. Findings Having chosen two independent variables, hours of TV watched per week, and years of TV ownership, I tested if there was any significant correlation between them and the dependent variables of Lakota peoples’ level of cultural knowledge, participation in traditional practices, conformity of values to non-Lakota or non-traditional values, fluency in Lakota, and participation in traditional ceremonies (Table 1). These variables all seemed like reasonable proxies for acculturation since acculturated Lakota would know less of their own culture, go to fewer ceremonies, and so on. The cultural knowledge score was based on how many complete answers the respondents knew to ‘fill in the blank’ questions regarding Lakota history, historical figures, and important events. Participation in traditional practices was based on how many items they marked in a survey of whether or not they had ever raised a tipi, used traditional medicine, etc. The score for conformity to non-Lakota values was based on how many items they marked with a contrary answer to the emic Lakota value system ("the seven Ws".) Lakota fluency was based on how well they could speak, write, or use the Lakota language. And ceremonial attendance was based on the number of traditional ceremonies they had attended in the past year. There were no significant correlations between either of these TV-related variables and these indexes of acculturation. Table 1. R-Scores (Pearson’s Coefficient of Correlation) between Variables Representing Television and Acculturation R-SCORES Cultural Knowledge Traditional Practices Modern Values Lakota Fluency Ceremonial Attendance Years Owning TV 0.1399 -0.0445 -0.4646 -0.0660 0.1465 Hours of TV/Week -0.3414 -0.2640 -0.2798 -0.3349 0.2048 The strongest correlation was between the number of years the Lakota person owned a television, and the number of non-Lakota (or ‘modern Western’) values they held in their value system. But even that correlation was pretty weak, and nowhere near the r-score of other linear correlations, such as between their age and the number of children they had. How much television Lakota people watched did not seem to have any influence on how much cultural knowledge they knew, how many traditional practices they had participated in, how many non-Lakota values they held, how well they spoke or used the Lakota language, or how many ceremonies they attended. Even though there does not appear to be anything unusual about their television preferences, and in general they are watching the same shows as other non-Lakota people on the reservation, they are not becoming more acculturated as a result of their exposure to television. Although the Lakota people may be losing aspects of their culture, language, and traditions, other causes seem to be at the forefront than television. I also found that people who were very interested in television production as well as consumption saw this as a tool for putting more Lakota-oriented programs on the air. The more they knew about how television worked, the more they were interested in using it as a tool in their own community. And where I was working at the Cultural Center, there was an effort to videotape many community and cultural events. The Center had a massive archive of videotaped material, but unfortunately while they had faithfully recorded all kinds of cultural events, many of them were not quite "broadcast ready". There was more focus on showing these video programmes, especially oral history interviews with elders, on VCRs in the school system, and in integrating them into various kinds of multimedia and hypermedia. While the Cultural Center had begun broadcasting (remotely through a radio modem) a weekly radio show, ‘Wakpa Waste’ (Good Morning CRST), on the radio station to the north, KLND-Standing Rock, there had never been any forays into TV broadcasting. The Cultural Center director had looked into the feasibility of putting up a television signal transmission tower, and had applied for a grant to erect one, but that grant was denied. The local cable system in Eagle Butte unfortunately lacked the technology to carry true "local access" programming; although the Channel 8 of the system carried CRST News and text announcements, there was no open channel available to carry locally produced public access programming. The way the cable system was set up, it was purely a "relay" or feed from news and channels from elsewhere. Also, people were investing heavily in satellite systems, especially the new DBS (direct broadcast satellite) receivers, and would not be able to pick up local access programmes anyway. The main problem hindering the Lakotas’ efforts to preserve their culture through TV and video was lack of access to broadcast distribution technology. They had the interest, the means, and the stock of programming to put on the air. They had the production and editing equipment, although not the studios to do a "live" show. Were they able to have more local access to and control over TV distribution technology, they would have a potent "arsenal" for resisting the drastic acculturation their community is undergoing. TV has the potential to be a tool for great cultural revitalisation, but because the technology and know-how for producing it was located elsewhere, the Lakotas could not benefit from it. Discussion I hypothesised that the effects if TV viewing on levels of indigenous acculturation would be negligible. The data support my hypothesis that TV does not seem to have a major correlation with other indices of acculturation. Previous studies by anthropologists such as Pace and Molohon suggested that TV was a key determinant in the acculturation of indigenous people in Brazil and the U.S. -– this being the theory of cultural imperialism. However, this research suggests that TV’s effect on the decline of indigenous culture is weak and inconclusive. In fact, the qualitative data suggest that the Lakota most familiar with TV are also the most interested in using it as a tool for cultural preservation. Although the CRST Lakota currently lack the means for mass broadcast of cultural programming, there is great interest in it, and new technologies such as the Internet and micro-broadcast may give them the means. There are other examples of this phenomenon worldwide, which suggest that the Lakota experience is not unique. In recent years, Australian Aborigines, Canadian Inuit, and Brazilian Kayapo have each begun ambitious efforts in creating satellite-based television networks that allow them to reach their far-flung populations with programming in their own indigenous language. In Australia, Aboriginal activists have created music television programming which has helped them assert their position in land claims disputes with the Australian government (Michaels 1994), and also to educate the Europeans of Australia about the aboriginal way of life. In Canada, the Inuit have also created satellite TV networks which are indigenous-owned and operated and carry traditional cultural programming (Valaskakis 1992). Like the Aborigines and the Inuit, the Lakota through their HVJ Lakota Cultural Center are beginning to create their own radio and video programming on a smaller scale, but are beginning to examine using the reservation's cable network to carry some of this material. Since my quantitative survey included only 33 respondents, the data are not as robust as would be determined from a larger sample. However, ethnographic interviews focussing on how people approach TV, as well as other qualitative data, support the inferences of the quantitative research. It is not clear that my work with the Lakota is necessarily generalisable to other populations. Practically, it does suggest that anthropologists interested in cultural and linguistic preservation should strive to increase indigenous access to, and control of, TV production technology. ‘Protecting’ indigenous groups from new technologies may cause more harm than good. Future applied anthropologists should work with the ‘natives’ and help teach them how to adopt and adapt this technology for their own purposes. Although this is a matter that I deal with more intensively in my dissertation, it also appears to me to be the case that, contrary to the warnings of Mander, many indigenous cultures are not being culturally assimilated by media technology, but instead are assimilating the technology into their own particular cultural contexts. The technology is part of a process of revitalisation or renewal -- although there is a definite process of change and adaptation underway, this actually represents an 'updating' of old cultural practices for new situations in an attempt to make them viable for the modern situation. Indeed, I think that the Internet, globally, is allowing indigenous people to reassert themselves as a Fourth World "power bloc" on the world stage, as linkages are being formed between Saami, Maya, Lakota, Kayapo, Inuit, and Aborigines. Further research should focus on: why TV seems to have a greater acculturative influence on certain indigenous groups rather than others; whether indigenous people can truly compete equally in the broadcast "marketplace" with Western cultural programming; and whether attempts to quantify the success of TV/video technology in cultural preservation and revival can truly demonstrate that this technology plays a positive role. In conclusion, social scientists may need to take a sidelong look at why precisely they have been such strong critics of introducing new technologies into indigenous societies. There is a better role that they can play –- that of technology ‘broker’. They can cooperate with indigenous groups, serving to facilitate the exchange of knowledge, expertise, and technology between them and the majority society. References Bell, Avril. "'An Endangered Species’: Local Programming in the New Zealand Television Market." Media, Culture & Society 17.1 (1995): 182-202. Gillespie, Marie. Television, Ethnicity, and Cultural Change. New York: Routledge, 1995. Graburn, Nelson. "Television and the Canadian Inuit". Inuit Etudes 6.2 (1982): 7-24. Michaels, Eric. Bad Aboriginal Art: Tradition, Media, and Technological Horizons. Minneapolis: U of Minnesota P, 1994. Molohon, K.T. "Responses to Television in Two Swampy Cree Communities on the West James Bay." Kroeber Anthropology Society Papers 63/64 (1982): 95-103. Pace, Richard. "First-Time Televiewing in Amazonia: Television Acculturation in Gurupa, Brazil." Ethnology 32.1 (1993): 187-206. Salween, Michael. "Cultural Imperialism: A Media Effects Approach." Critical Studies in Mass Communication 8.2 (1991): 29-39. Straubhaar, J. "Beyond Media Imperialism: Asymmetrical Interdependence and Cultural Proximity". Critical Studies in Mass Communication 8.1 (1991): 39-70. Valaskakis, Gail. "Communication, Culture, and Technology: Satellites and Northern Native Broadcasting in Canada". Ethnic Minority Media: An International Perspective. Newbury Park: Sage Publications, 1992. Weiner, J. "Televisualist Anthropology: Representation, Aesthetics, Politics." Current Anthropology 38.3 (1997): 197-236. Woll, Allen. Ethnic and Racial Images in American Film and Television: Historical Essays and Bibliography. New York: Garland Press, 1987. Zimmerman, M. "The Development of a Measure of Enculturation for Native American Youth." American Journal of Community Psychology 24.1 (1996): 295-311. Citation reference for this article MLA style: Steven Mizrach. "Natives on the Electronic Frontier: Television and Cultural Change on the Cheyenne River Sioux Reservation." M/C: A Journal of Media and Culture 3.6 (2000). [your date of access] <http://www.api-network.com/mc/0012/natives.php>. Chicago style: Steven Mizrach, "Natives on the Electronic Frontier: Television and Cultural Change on the Cheyenne River Sioux Reservation," M/C: A Journal of Media and Culture 3, no. 6 (2000), <http://www.api-network.com/mc/0012/natives.php> ([your date of access]). APA style: Steven Mizrach. (2000) Natives on the electronic frontier: television and cultural change on the Cheyenne River Sioux Reservation. M/C: A Journal of Media and Culture 3(6). <http://www.api-network.com/mc/0012/natives.php> ([your date of access]).

If one morning I walked on top of the water across the Potomac River, the headline that afternoon would read: "President Can't Swim". —Lyndon B. Johnson Introduction The term “spin” implies manipulating the truth, and this concept, along with “spin doctoring,” is now common in media and public discourse. The prevalence of “spin zones” in American politics is undeniable; media outlets themselves, such as Bill O’Reilly’s “No Spin Zone” on Fox News, now run segments on the topic. Despite this apparent media certainty about what constitutes “spin” there is a lack of conceptual clarity regarding the term among those who study media and politics. This article will draw on previous literature to identify two competing yet overlapping spin zones in American politics: the media’s spin zone and the President’s spin zone. Highlighting examples from the two most recent American presidential election campaigns, the article will evaluate the interplay of these zones and the consequences for future campaigns. Spin Zones In the United States, the press and the President are engaged in a struggle over providing information. Ever since the Watergate Scandal, the media is increasingly expected to be a “watchdog” that informs citizens and keeps the Executive accountable (Coronel 13) The President, conversely, may attempt to use the power of his position to set the discursive agenda or frame the political debate in his favor. Furthermore, with the rise of multi-media access and information provision, the lines between the spin doctoring of the Executive and the media have become even more blurred. Because of the complexities of these overlapping spin zones, many scholars disagree on how to define and/or precisely measure these effects. The following section briefly describes the ‘spin zone’ tools of agenda setting, framing, and priming, and then considers the example of a candidate who failed to prime his negative evaluation and a President who primes his image and successfully counterattacks his negative evaluation. The literature recognises two separate, yet interrelated zones that are integral to understanding these media/presidential relations: what we term the presidential spin zone and the media spin zone. The interplay between these zones comes together around three key concepts—agenda setting, framing, and priming. A key difficulty for scholars is that the President, his electoral challengers, and the press are engaged in agenda setting, framing and priming, sometimes simultaneously. Agenda setting is a broad concept and refers to focusing on certain issues to the exclusion of others. Framing is defined as the decision by the news media to “emphasise certain elements to define the ‘public’s belief’ about social and political issues” (Van Gorp 488). Other scholars describe priming as “a disproportionate amount of public comments with the hope . . . of causing voters to base their selection among the candidates on [that] issue” (Druckman et al. 1181; see also Druckman “Framing Effects”; Nelson, Clawson and Oxley; Van Gorp). Candidates may also undertake “image priming,” which is proposed by James Druckman et al., as a tool that can be used to counteract negative candidate evaluations (1182–1183). The definition of the media spin zone is, in most instances, synonymous with priming. Defining the presidential spin zone is more complex. Clearly the presidential spin zone involves both the previously-discussed “issue framing abilities of the president” and how he “set[s] the agenda” (Miller and Krosnick 301; see also, Gamson and Modigliano, Baumgardner and Jones; Druckman, “Framing Effects”). Mark Rozell, for instance, found that the Ford and Carter administrations had difficulty controlling the public agenda since many issues were either beyond their control, or because the president and his advisors lacked the strategy or skill to affect media coverage. The Reagan White House however was able to use his “image” to control the media (85–86). Similarly, George W. Bush’s administration was able to implement policies concerning the invasion of Iraq after the 9-11 through “issue framing” scare tactics, which were constantly reinforced by media outlets (Kellner 643). However, the President can also be engaged in priming at any given time. In other words, the President (or candidate) may attempt to prime what the media has already spun about him/her. A problem, of course, is that the President or candidate, in attempting to prime an issue that has already been spun in a sense tacitly admits they have lost the opportunity to set the agenda in the first place. However, this is when he can seize the aforementioned opportunity to use “image priming” to counterattack the media. In the examples that follow we examine whether the President or candidate can use priming to effectively counterattack the media spin zone, with a focus on two political tools that have been historically reserved for the President or candidates, namely, holding the base and wedge issues. Holding the Base and the Media Spin Zone Holding the base has been defined as a way in which candidates or Presidents can use the media to strengthen support among voters who already identify with their political party (Iyengar and McGrady 246). A classic example of this is the 1984 Reagan/Bush re-election campaign, the “The Bear.” This featured a bear in the woods that “some” could “see” and others didn’t “see at all” which was an implicit threat regarding Soviet communism and a reminder that Reagan was tough on foreign policy (“The Bear”). However, the evidence indicates that the media has increasingly begun “holding the base” on its own to facilitate its partisan framing and priming of candidates or Presidents. The Swift Boat Veterans for Truth attack advertisements on 2004 Democratic presidential candidate John Kerry is a key example of a media attempt to “hold the base.” In these advertisements, former “Swift Boat Veterans attack[ed] his [Kerry’s] military record” (Muravchik A17). While this initiative began as a means to collect Republican donations, Shanto Iyengar and Jennifer McGrady maintain that the amount was “trivial” and that the real impact came with “the torrent of news reports across the country” (150). Indeed, Kathleen Jamieson and Joseph Capella found that by August 2004, “viewers of Fox News were more likely than other network viewers to say that candidate John Kerry did not earn his Vietnam medals” (279). Their evaluation of this data demonstrated the power of the media spin zone: “He (Limbaugh) employs intense language, disparaging information and negative framing to distance perceptions of the Democratic candidate from those of the anointed Republican candidate” (Jamieson and Capella 228). The coverage of disputes surrounding Kerry’s military record was augmented by the media’s simultaneous coverage of the threat of terrorism. This priming “in the media continued, reaching a high peak of 55 threat messages in August 2004, a month later 25% of the public was very concerned about another major terrorist attack in the US—two months before the presidential election” (Nacos, Bloch-Elkon and Shapiro 120). Both President Bush and Candidate Kerry acknowledged that their respective win/loss could be attributed in some measure to the press coverage of the “war on terror” (Nacos, Bloch-Elkon and Shapiro 124). While questions loomed about his military experience against the backdrop of the war on terror, Senator Kerry won the first two Presidential debates by significant margins. Alec Gallup and Frank Newport suggested that the Kerry camp had “won the spin contest … to characterize their own candidate as the winner” (406). So, what happened to Kerry? The media spin zone stopped him. The presidential debate wins were 30 September 2004 and 8 October 2004, respectively. Iyengar and McGrady demonstrate that before the debates even began the number of Swift Boat veteran stories primed in the national and international press went from under 100 to over 500 (151). According to Kim Fridkin et al. the media’s spin was a significant factor in the third debate. They found that media coverage concerning Senator Kerry’s response to one question on whether homosexuality was a choice affected citizens’ evaluations of the candidate. In the post debate coverage, the tone “in newspapers, on the Internet, and on television was uniformly negative in its assessment of Senator Kerry’s comments” (Fridkin et al. 30). The impact of this negative framing was sufficiently strong to override positive evaluations of Kerry held by those who watched the debate. In sum, the “perfect storm of media coverage lessened the bounce that Senator Kerry received from the actual debate and led people to develop negative impressions of Kerry a mere three weeks before Election Day” (Fridkin 43). Despite these liabilities, Kerry should have counterattacked the media spin zone. He should have “counterpunched,” as noted by Drew Westen, priming the media that he was “a different kind of Democrat”—“one who knows when it’s time to take off the gloves” (337). Westen’s advice is echoed in Druckman’s call for further research in this area as well as by his own research findings. The media’s framing and priming led to negative evaluations of Kerry, which afforded him the opportunity to prime his “image” in a counterattack, as Druckman suggests (1183). Overcoming the Wedge Issues of the Media Spin Zone President Obama, however, orchestrates a different outcome in dealing with the media spin zone attack against him which centered on a “wedge” or “us verses them” issue. Iyengar and McGrady note that “wedge issues are designed to pit groups against each other, to appeal to voters’ sense of group identity” (145). However, they define wedge issues within the context of presidential spin zones; thus, the candidate or the president would be framing the “us versus them” topic. In this instance, the media framed a wedge issue, the status of President Obama’s citizenship, against him. In this case the birther movement, oft-promoted by conservative radio host Rush Limbaugh, argued that President Obama was not a US citizen. This issue became so prominent that it was soon adopted by the media spin zone. The media framing demanded proof in addition to the short form birth certificate that the President had already released (Wilson 109). For his part, President Obama handled the media spin zone’s wedge issue with great aplomb, responding in a brief statement to the public on 27 April 2011: “We do not have time for this kind of silliness” (Shear). Moreover, he did not alienate the media for framing the birther movement, but he placed the blame implicitly on Donald Trump who had taken up the birther gauntlet thrown down by Rush Limbaugh. It was “clearly Trump” he was priming when he indicated that he did not want to be “distracted by sideshows and carnival barkers” (Shear). Moreover, his strategic focus on “silliness” is an illustration of “image priming”. He did not allow himself to be drawn into the race-baiting or religious controversy that was a component of some of the media talk show discussions. The Washington Post reported after Obama’s speech that the percentage of Americans who questioned his legitimacy to serve as President dropped from 20% to 10%—thus legitimating his choice to address the nation. This result meant that the President responded to an attack from the media spin zone with a counterattack of his own; he effectively counterattacked to prime his image. Interestingly, Stephen Ansolobehare and Iyengar have indirectly demonstrated the efficacy of counterattacks in presidential spin zone situations by evaluating situations where one candidate attacks another and the “victim” of the attack either, does not respond, responds with a positive message or responds with a counterattack (143). They found overwhelming evidence that voters prefer their party’s candidate to counterattack rather than be victimised. Conclusion In this paper we have furthered the call for conceptual clarity in the field by joining Druckman et al. in emphasising the need for more research on “image priming” on the part of candidates and Presidents in the interplay between the press and the presidency. If used properly, image priming seems a viable way for the presidency to counterattack against media framing and priming, but squandered opportunities may irreparably harm candidates. President Obama faced a difficult wedge issue that had undercurrents of both racial and religious tensions, but he deftly avoided those issues and found a way to “use Trump as a foil and present the president as a more serious leader” (Shear). His counterattack against the wedge used by the media spin zone was successful. Senator Kerry, on the other hand, failed to counterattack the media spin zone’s rallying of the base. His silence allowed the media to generate both issue and image frames and priming against him. 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Muravchik, Joshua. “Kerry’s Cambodia Whopper.” Washington Post 24 Aug. 2004: A17. Nacos, Brigette L., Yaeli Boch-Elkon, Robert Y. Shapiro. “Post 9-11 Terrorism Threats, News Coverage, and Public Perceptions in the United States.” International Journal of Conflict and Violence 1.2 (2007): 105–126. Nelson, Thomas E., Rosalee A. Clawson, and Zoe M. Oxley. “Media Framing of Civil Liberties Conflict and Its Effect on Tolerance.” American Political Science Review 91 (1997): 567-583. Rozell, M.J. “Presidential Image-Makers on the Limits of Spin Control.” Presidential Studies Quarterly 25.1 (1995): 67–90. Scheufele, Dietram A., and David Tewksbury. “Framing, Agenda Setting, and Priming: The Evolution of Three Media Effects Models.” Journal of Communication 57.1 (2007): 9–20. 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IntroductionWithin Australia, the approach taken to the ways in which disabled people access television is heavily influenced by legislation and activism from abroad. This is increasingly the case as television moves to online modes of distribution where physical and legislative boundaries are more fluid. While early investigations of the intersections between television and the concept of abroad focused on the impacts of representation and national reputation (Boddy), the introduction of new media technologies saw a shifting focus towards the impact and introduction of new media technologies. Drawing on Chan’s definition of media internationalisation as “the process by which the ownership, structure, production, distribution, or content of a country’s media is influenced by foreign media interests, culture and markets” (Chan 71), this article considers the impacts of legislative and advocacy efforts abroad on Australian television audiences with disabilities accessing subscription Video on Demand (VOD).Subscription (VOD) services have caused a major shift in the way television is used and consumed in Australia. Prior to 2015, there was a small subscription VOD industry operating out of this country. Providers such as Quickflix had limited content and the bulk of VOD services used by Australians related to catch-up television, user-generated videos on YouTube or Vimeo, or accessing Netflix US illegally through virtual private networks (VPNs) and proxy services (Ryall; Lombato and Meese). VOD is distinct in that it is generally streamed over Internet-based online services and is not linear, giving viewers the opportunity to watch the video at any time once the programme is available. Unlike broadcast television, there is no particular government or corporate entity controlling the creation of VOD. These services take advantage of the time-shifted convenience of the medium. In addition, VOD is typically not terrestrial, traversing national boundaries and challenging audience expectations and legislative boundaries. This research is concerned with the subscriber model of VOD in Australia where subscribers pay a fee to gain access to large collections of content.This internationalising of television has also offered the opportunity for people with disabilities that previously excluded them from the practice of television consumption, to participate in this national pastime. On an international level, audio description is becoming more available on VOD than it is on broadcast television, thus allowing disabled people access to television. This article situates the Australian approach to VOD accessibility within a broader international framework to question whether the internationalisation of television has affected the ways in which of content is viewed, both at legislative and public levels. While providers are still governed by national regulations, these regulations are influenced by international legislation. Further, the presence and success of advocacy groups to agitate for change has exacerbated the way accessibility is viewed and defined in Australia. The role of the Accessible Netflix Project, in conjunction with changes in the 21st Century Communications and Video Accessibility Act (CVAA) in the USA, has not only reframed accessibility discourse in the US, but also, as companies such as Netflix move abroad, has potentially stimulated a shift in media accessibility standards in Australia.We focus in particular on the impact of three new services – Netflix Australia, Stan, and Presto Entertainment—which entered the Australian market in 2015. At the time, Australia was described as having entered the “streaming wars” and consumers were predicted to be the beneficiaries (Tucker). Despite international moves to improve the accessibility of VOD for disabled consumers, via legislation and advocacy, none of these providers launched with an accessibility policy in place. Even closed captions, whose provision on Australian broadcast television had been mandated via the broadcasting services act since the early 1990s, were conspicuously absent. The absence of audio description was less surprising. With the exception of a 12-week trial on the Australian Broadcasting Commission (ABC) in 2012 and a follow up trial on iView in 2015, audio description has never been available to Australian people who are vision impaired.The findings and methodology of this article are based on research into disability and streaming television in Australia, conducted in 2015 and 2016. Funded by the Australian Communications and Consumer Action Network (ACCAN), the 12-month project reviewed national and international policy; surveyed 145 people with disability; and conducted interviews with media professionals, policy advisors, accessibility advocates, and disabled Australian VOD consumers.Accessibility Abroad Impacting on Local Accessibility: The Netflix ModelDespite the lack of a clear accessibility policy, Netflix is in front in terms of accessibility, with captions available for most content. Audio description for some content became available in April 2015 shortly after its Australian launch. The introduction of this accessibility feature has been directly attributed to the advocacy efforts of the Accessible Netflix Project, an international online movement operating out of the US and advocating for improved accessibility of VOD in the US and abroad (Ellis & Kent). Similarly, Chris Mikul, author of Access on Demand, was interviewed as part of this research. He told us that Netflix’s provision of captions was due to the impacts of legislation in the USA, namely the CVAA. The CVAA, which we discuss later in the paper, while having no jurisdiction in Australia, has improved the availability of captions by mandating accessibility abroad. As a result, accessible content is imported into the Australian market. When Netflix introduced audio description on its original programming, the VOD provider described the access feature as an option customers could choose, “just like choosing the soundtrack in a different language” (Wright). However, despite successful trials, other VOD providers have not introduced audio description as a way to compete with Netflix, and there is no legislation in place regarding the provision of audio description in Australia. People with disability, including people with vision impairments, do use VOD and continue to have particular unmet access needs. As the Netflix example illustrates, both legislation and recognition of people with a disability as a key audience demographic will result in a more accessible television environment.Impact of International LegislationThe accessibility of VOD in Australia has been impacted upon by international legislation in three key ways: through comparative bench-marks, or industry expectations; via user-led expectations and awareness of differing policies and products; and also through the introduction of international providers onto the Australian VOD market, and the presence of parallel-import VOD services. While international VOD providers such as Netflix and iTunes have officially launched in Australia, Australian consumers, both prior to and after the official availability, often access the parallel USA versions of such services. Lombato and Meese theorise that the delays in content launches between the US and Australia, and the limitations caused by licensing agreements (reducing the content availability) have prompted the continued use of Netflix US and a “kind of transnational shop-front hopping” (126). This is significant for VOD content accessibility as it emphasises the effect of, and disparities in national legislation, whereby the same company provides accessible content only in locations in which it is subject to legal requirements. Our analysis of international policy regarding the accessibility of VOD has found a varied approach—from a complete absence of accessibility regulations (New Zealand), to a layering of policy through disability discrimination acts alongside new media laws (USA). Additionally, this need to address convergence and new media in media accessibility regulation is currently a subject being discussed at government levels in some countries, primarily in the UK (ATVOD). However, outside of the USA, there remains either a lack of accessibility policies for media, new or old—as is the case in Singapore—or a lack of policies that facilitate accessibility for the VOD market—such as in Australia where a level of accessibility is required for broadcasters and subscription television but not VOD.While these changes and advancements in accessibility are taking place abroad, the space that online businesses occupy is fluid. The accessibility requirements of physical spaces cross national boundaries, and operate across multiple media and technologies, and thus, multiple media laws. For example, Australian television broadcasters are subject to some captioning requirements, yet VOD is not. Furthermore, catch-up VOD services provided by mainstream Australian television broadcasters are not subject to these laws. While legislation that accommodates convergence and the new digital media landscape is logical (ACMA) there remain few examples globally that have made changes to reflect accessibility requirements in this context. The CVAA in the US is perhaps the most effective to date, specifically addressing the issue of access to modern communications for people with disability.The CVAA and CaptioningThe CVAA seeks to ensure that “accessibility laws enacted in the 1980s and 1990s are brought up to date with 21st century technologies, including new digital, broadband, and mobile innovations” (FCC). The CVAA is designed to be forward-thinking and evolve with changing technologies (Varley). As such, the Act has been distinctive in its approach to accessibility for Internet protocol delivered video programming, including VOD. While full accessibility requirements, such as the inclusion of audio description are not addressed, the Act is considered to be the most accessible globally in its requirements for captioning of all content—specifically, English and Spanish—across cable, broadcast, satellite, and VOD content. VOD apps, plug-ins and devices are also required to implement the complete captioning capabilities, with specific requirements for personalised presentation, colour, size, and fonts. This requirement is applied to video programming distributors and to video programming owners. Indeed, programmers are expected to provide captioning compliance certificates, and distributors are required to report a failure to do so. Quality standards have also been established, with an emphasis not simply on the presence of captioning, but also on accuracy, synchronicity, completeness, and appropriate placement of captions. Despite an absence of similar legislation locally, the impacts of these foreign interests will penetrate the Australian market.In Australia, the example set by the CVAA has warranted recommendations by the ACMA and Media Access Australia. In a recent interview, Chris Mikul reinforced the position that, in order for the accessibility of VOD to improve in Australia, a similar Act is needed to the one established in the US. According to Mikul, “The CVAA in the US bridges the gap to some extent with captioning, although it doesn’t venture into online audio description. […] We need something like the CVAA here” (Mikul).Beyond the impact of the CVAA on US VOD programming, the Americans with Disabilities Act (ADA) (1990) has been significant in the developing captioning requirements of the CVAA. In 2010, disability advocates seeking more accessible VOD services attempted to prosecute Netflix under the ADA. The National Association for the Deaf (NAD) argued that Netflix discriminated against those with a hearing impairment by not providing closed captions for all content. At this time, the CVAA did not include captioning requirements for VOD providers. Instead, it was argued that online businesses should be considered as a “place” of publication accommodation, and thus subject to the same standards and anti-discrimination laws. Netflix settled out of court in 2012, agreeing to caption 100% of its content by 2014 (Mullin; Wolford). However, a Federal Appeals Court later ruled that Netflix was not a place of public accommodation and therefore did not have to comply with the ruling (Hattem). Notably, during the case Netflix also argued that it should not be required to provide captions, as it was abiding by CVAA requirements at that time.Accessibility Activism and AdvocacyAdvocates for accessibility, such as the NAD, have impacted not only on the legislative framework for VOD in the USA, but also on the international public perception and expectation of accessibility. It is important to note that many of the help forums generated by international VOD providers mix customers from multiple countries, establishing a global space in which requirements, expectations and perceptions are shared. These spaces generate a transnational accessibility, providing an awareness of what provisions are being made in other countries, and where they are not. Orrego-Carmona conducted a study on subtitling for the purpose of language translation and found the globalisation of audio-visual content and international media flows have impacted on the public view of subtitling. Indeed, this finding can be extended to subtitling for people with disability. In the help forums for VOD providers, users identified an awareness of other more accessible media environments (such as whether companies provided closed captions in other countries), the impact of legislation in other countries on accessibility, and how or if international media companies were replicating accessibility standards transnationally. Social media campaigns, instigated in both the UK and the US are significant examples of consumer and public-led activism for accessibility. “LOVEFiLM hates deaf people”, #subtitleit, launched by the Action on Hearing Loss group in the UK, and #withcaptions, were all effective online campaigns launched by individuals and disability activist groups. In early 2014, comedian Mark Thomas, as part of his show 100 Acts of Minor Dissent, placed two large posters at the entrance to the offices of Amazon UK stating "LOVEFiLM hates deaf people." A subsequent petition through change.com attracted 15154 signatures, asking for rental DVDs that were subtitled to be listed, and all streamed content to be subtitled (https://www.change.org/p/lovefilm-amazon-prime-video-amazon-uk-please-list-your-subtitled-rental-dvds-and-subtitle-your-streamed-content). A year later, Amazon increased the subtitling of its content to 40 percent. As of June 2015 the company was working towards 100% subtitling. The petition turned its attention to Sky On Demand, initiated by Jamie Danjoux, a 17-year-old boy with hearing loss (https://www.change.org/p/sky-enable-subtitles-for-ondemand), has attracted 6556 signatures. The social media campaigns #subtitleit and #withcaptions similarly aimed to target both VOD providers and the government, with the aim for both consistent and compulsory captioning across all VOD content. While UK legislation is yet to specifically address VOD captioning, the subject of accessibility and VOD is currently being debated at policy level. It was also successful in gaining commitments from Sky and BT TV to improve subtitles for their VOD and catch-up VOD programming.In the USA, The Accessible Netflix Project and founder Robert Kingett have been significant advocates for the inclusion of audio description on Netflix and other US VOD providers. Further, while the Accessible Netflix Project has a focus on the United States, its prominence and effectiveness has facilitated awareness of the accessibility of VOD transnationally, and the group internally monitors and comments on international examples. This group was integral in persuading Netflix to provide audio descriptions, a move that has impacted on the level of accessibility worldwide.These advocacy efforts abroad have not only included Australian audiences via their invitations to participate in transnational online spaces, but their success also has direct impact on the availability of captions and audio description imported to Australian video on demand consumers. ConclusionThe national borders of television have always been permeable—with content from abroad influencing programming and culture. However, within Australia, borders have been erected around the television culture with long wait times between shows airing abroad and locally. In addition, licencing deals between overseas distributors and pay television have delayed the introduction of VOD until 2015. That year saw the introduction of three VOD providers to the Australian television landscape: Stan, Presto Entertainment, and Netflix Australia. With the introduction of VOD, it is not only international content that has altered television consumption. Overseas providers have established a firm place in the Australia television marketplace. Even before the formal launch of overseas VOD providers, disabled users were accessing content from providers such as Netflix USA via VPNs and tunnelling services, illustrating both the clear demand for VOD content, and demonstrating the multiple ways in which international legislation and provider approaches to accessibility have permeated the Australian television industry.The rapid increase of ways in which we watch television has increased its accessibility. The nature of video on demand—streamed online and nonlinear—means that the content accessed is no longer as restricted by space, time and television. Audiences are able to personalise and modify access, and can use multiple devices, with multiple assistive technologies and aids. This increasingly accessible environment is the result of legislative and advocacy efforts originating in other countries. Efforts to improve captions and introduce audio description, while not originating in Australia, have seen improvements to the availability of accessibility features for disabled Australian television audiences. To return to Chan’s definition of media internationalisation with which we began this article, a concern with television accessibility while not originating in Australia, has taken place due to the influence of “foreign media interests, culture and markets” (Chan 71).However, despite the increased potential for full accessibility, there remains deficits. Captions and audio description, the two main features that support the playback of online video content in an accessible way, are not consistently provided. There are no clear, applicable legislative requirements for VOD accessibility in Australia. This must change. Based on our research, change at government, industry and advocacy levels are required in order for VOD in Australia to become fully accessible. Legislation needs to be introduced that requires a minimum level of accessibility, including audio description accessibility, on broadcast television and VOD. Further, governments should work to ensure that PWD are aware of the accessibility features that are provided across all media. For VOD providers, it should be recognised that a significant portion of the consumer base could be PWD, or their families and friends may wish to share in the activity of VOD. Establishing an understanding of the different accessibility requirements may come from hiring specialised accessibility consultants to make platforms accessible and useable for PWD. For consumers of VOD and advocates of accessibility, participation in advocacy efforts that encourage and demand that VOD providers improve accessibility options have been shown to increase accessibility abroad, and should be applied to the Australian context.ReferencesACMA. Australian Government. Converged Legislative Frameworks: International Approaches. Jul. 2011. 1 Aug. 2016 <http://www.acma.gov.au/theACMA/Library/researchacma/Occasional-papers/coverged-legislative-frameworks-international-approaches>.ATVOD. Provision of Video on Demand Access Services: A Report on the Level of Provision by On Demand. UK: The Authority for Television on Demand, 18 Dec. 2015. 13 May 2016 <http://stakeholders.ofcom.org.uk/binaries/broadcast/on-demand/accesseuropean/AS_survey_report_2015.pdf>.Boddy, William. "U.S. Television Abroad: Market Power and National Introspection." Quarterly Review of Film and Video 15.2 (1994): 45-55.Chan, Joseph Man. "Media Internationalization in China: Processes and Tensions." Journal of Communication 44.3 (1994): 70-88.Ellis, Katie, and Mike Kent. "Accessible Television: The New Frontier in Disability Media Studies Brings Together Industry Innovation, Government Legislation and Online Activism." First Monday 20 (2015). <http://firstmonday.org/ojs/index.php/fm/article/view/6170>.FCC. 21st Century Communications and Video Accessibility Act (CVAA) 2010. USA: Federal Communications Commission. 27 May 2016 <https://www.fcc.gov/consumers/guides/21st-century-communications-and-video-accessibility-act-cvaa>.Hattem, Julian. “Court: Netflix Doesn’t Have to Comply with Disability Law.” The Hill, 3 Apr. 2015. 20 Aug. 2015 <http://thehill.com/policy/technology/237829-court-netflix-doesnt-have-to-comply-with-disability-law>.Lombato, Roman, and James Meese, eds. “Australia: Circumnavigation Goes Mainstream.” Geoblocking and Global Video Culture. Amsterdam: Institute of Network Cultures, 2016.Media Access Australia. “Policy and Expectations: What You Can Expect on Free-to-air Television.” Australia: Media Access Australia, 2013. 27 May 2016 <http://www.mediaaccess.org.au/tv-video/policy-and-expectations>.Mullin, Joe. “Netflix Settles with Deaf-Rights Group, Agrees to Caption All Videos by 2014.” Arstechnica 11 Oct. 2012. 1 Jan. 2014 <http://arstechnica.com/tech-policy/2012/10/netflix-settles-with-deaf-rights-group-agrees-to-caption-all-videos-by-2014/>.Orrego-Carmona, Daniel. “Subtitling, Video Consumption and Viewers.” Translation Spaces 3 (2014): 51-70.Ryall, Jenni. “How Netflix Is Dominating Australia from Abroad.” Mashable Australia 14 Jul. 2014. 14 Sep. 2016 <http://mashable.com/2014/07/14/how-netflix-is-dominating-australia-from-abroad/#kI9Af70FngqW>.Tucker, Harry. “Netflix Leads the Streaming Wars, Followed by Foxtel’s Presto.” News.com.au 24 Jun. 2015. 18 May 2016 <http://www.news.com.au/technology/home-entertainment/tv/netflix-leads- the-streaming-wars-followed-by-foxtels-presto/news story/7adf45dcd7d9486ff47ec5ea5951287f>.Unites States Government. Americans with Disabilities Act of 1990. 27 May 2016 <http://www.ada.gov/pubs/adastatute08.htm>.Varley, Alex. “New Access for a New Century: We Sit Down with Karen Peltz Strauss.” Media Access Australia 28 Aug. 2013. 27 May 2016 <http://www.mediaaccess.org.au/latest_news/australian-policy-and-legislation/new-access-for-a- new-century>.Wolford, Josh. “Netflix Will Caption All Streaming Videos by 2014, per Settlement.” WebProNews, 11 Oct. 2012. 1 Jan. 2014 <http://www.webpronews.com/netflix-will-caption-all-streaming-videos-by-2014-per-settlement-2012-10/>.Wright, Tracey. “Netflix Begins Audio Description for Visually Impaired.” Netflix, 14 Apr. 2015. 5 June 2016 <http://blog.netflix.com/2015/04/netflix-begins-audio-description-for.html>.

Russell Belk,in an amazing 1995 essay on consumption (where 22 of the 38 pages are references, demonstrating hyper-consumption in action), argues that the 1990s heralded a new understanding of consumer behaviour. In the shifting paradigm identified by Belk, the analytical focus of consumer behaviour research became translated from 'Economic/Psychological' to 'Sociological/Anthropological', and from a 'Focus on buying' to a 'Focus on consuming' (61). This made intuitive sense in a world of postmodern marketing (Brown), and it re-enforced an idea that had been put forward by Dallas Smythe that audiences are sold to advertisers . The value of an audience lies in its potential to consume, and Virginia Nightingale subsequently explored this dynamic in her argument that consumption is work: "It is because of the relationship between advertising and television that watching television is work. Watching television is a leisure activity in the pursuit of which viewers are asked to lose themselves, to blur the distinctions between reality and fantasy. They are asked to forget that watching television is also work, to see television advertisements not as a continual reminder of the work of purchasing, but as entertainment. They are asked to believe that what they see on television is what they want to see, specially selected to please them." (33-4) Nightingale had previously argued that consumption in the domestic context was not only work, but quintessentially women'swork: Commercial television is an integral part of the modern shopping world. In this age of image advertising, it is from television that the meanings of brands are learned. If women learned to shop in the nineteenth century, they had to be taught to shop for others in the twentieth. The unpredictable woman of the nineteenth century had to be transformed into predictable, programmable 'Mum' one hundred years later. The branding of food commodities and the establishment of television as an efficient system of brand information assisted a change in the mode of address of the shopping world to women purchasers. In the cut-price world of the 50s and 60s seduction was out and value was in. In a shopping world of comparable brands, Mum has to learn not only the meaning, the lifestyle connotations of branded products from television advertising, but their meanings for the members of the family destined to consume her purchases (33). This way of looking at the world although illuminating begged the question as to an appropriate definition of work. Why did watching television seem so much less like work than, say, typing an article, or working as a waiter? Staying alive breathing, metabolising requires work at some level; what differentiates the 'going to work' side of working: and how does this relate to a consumer society which (as Belk identifies) increasingly involves an emphasis upon consumption rather than production? Greg Hearn, Tom Mandeville and David Anthony estimate that "consumption now accounts for about 60 per cent of GDP ... mass communication, advertising and the consumer economy form a nexus that is centrally implicated in the operation of Western societies" (104). They go on to argue that the "central assertion of postmodern views of consumption is that social identity can be interpreted as a function of consumption" (106). Citing Lunt and Livingstone, Hearn et al. suggest that "fuelled by their ability to modify and process the building blocks of identity (images, visual codes, phrases and ideas), our current mass media, via identity construction, have expanded consumption in advanced industrial societies" (107). Identity construction, however, is a given of existence it is impossible to live without some kind of identity, and impossible to adopt an identity in a vacuum, with no relationship to the social world in which the individual lives. Given that identity-construction is a necessity of existence, and will also necessarily reflect an individual's social practices and their consumption characteristics, can it be seen as 'work'? (And, if not, why not?) One way this problem can be investigated is through changes in work patterns in contemporary societies. Among the most dramatic socio-economic developments of the past two generations has been the changing role of women in the workforce. Some women still in employment are members of the generation which, as recently as the 1960s, were obliged to surrender their jobs upon marriage. Many were subsequently re-employed on a casual basis, but others were unable to resume a career of any sort given that they now had 'family responsibilities' (even if that 'family responsibility' was their spouse alone). The reason behind the compulsory female resignations was the patriarchal view that it was the husband's role to provide financially for his wife. For a married woman to hold a job was akin to double dipping the job was there to support a woman who had no husband to support her; or for a man with a wife (and sometimes other family) to provide for. When women successfully campaigned against this discriminatory practice, and later in favour of equal pay for equal work, the ultimate result was that the real wages of men fell. Two-income families do not earn twice a 'living' wage; they earn a living wage between them. The advent of equal pay for women means that only a small proportion of women (or men) have the choice of making domestic and community-based unwaged labour the focus of their daily life, without the effect of this choice being a much smaller financial engagement in consumer society. The gender dimension to money-earning remains considerable, even in this age of equal opportunity legislation. In particular, the 'wages for housework' campaign has been all but lost over the past thirty years. Further, although it is now unlawful for women to receive less money than their male counterparts for equal work, women's average pay continues to lag significantly behind that of men (WEL). This is one way of demonstrating that traditional women's work tends to be less well paid than men's work. Nursing, teaching and office work all remain low-paid compared with executive occupations, although compulsory post-schooling study requirements might be higher in the female areas. And it is commonplace to note that in traditionally female occupations (like primary school teaching) although males might be out-numbered 5:1 it tends to be a man who gets promoted. (Less a case of the glass ceiling: more a case of the invisible escalator.) In capitalist societies, the original source of monetary wealth lies in power the power to control labour/work for the profit of an individual other than the labourer. This is a hangover from feudal agrarianism, and a precursor to the information age (Bell). In all human society, power confers advantage, including the capacity to direct the work of others. While this was true of the feudal lord, the merchant prince and the early industrialist, it achieved its purest form with the introduction of monetary rewards for labour. Frederic Jameson (77) comments that: "technology may well serve as adequate shorthand to designate that enormous properly human and anti-natural power of dead human labour stored up in our machinery, an alienated power, what Sartre calls the counterfinality of the practico-inert, which turns back on and against us in unrecognizable forms and seems to constitute the massive dystopian horizon of our collective as well as our individual praxis." What Jameson says of technology in general would be equally true of the particular technology of money. Accumulated capital, and its constituent parts of coins, notes, currencies and data sets represents 'dead human labour', in the sense of work expended in the past in the production of goods and services. It is this stored human labour which buys the carrots, or the magazine subscription, and which represents an exchange for the time and energy that would have been required to grow the carrots, or produce the magazine. Similarly, the income paid to the carrot-grower, the journalist, the designer and the advertiser represents to them a distilled recompense for their work. Arguably, the energy that produced the labour for which one is paid is 'dead' energy controlled by another and exchanged for money. At an individual level, the roles played in the personaeof a person earning money, or a person spending money (a common indication of consumption) are very different: with the role of the person earning money much more circumscribed. Joshua Meyrowitz (29-31) spends some time in explaining Goffman's analysis of the roles of the waiter, using metaphors from drama of front/back region/stage: Waiters for example are in a front region when they serve people in a restaurant dining room. In the front region waiters are usually polite and respectful. Their appearance and manner is one of cleanliness and efficiency. They do not enter into the dinner conversations of restaurant patrons. They do not comment on their customers' eating habits or table manners. They rarely, if ever, eat while in the sight of patrons. When waiters step from the dining room into the kitchen, however, they suddenly cross a line between the onstage and backstage areas. In the kitchen waiters are in an area which is hidden from the audience and they share this area with others who perform the same or similar roles vis-a-vis the audience. Here, then, waiters may make remarks to each other about the 'strange behaviour of the people at table seven', they may imitate a customer, or give advice to a 'rookie' on methods of getting big tips. In the kitchen food may be handled and discussed with somewhat less respect than in the dining room, and waiters may 'get out of costume' or sit in a sloppy position with their feet up on a counter... We expect to be treated differently in a restaurant than in a doctor's office. We expect the doctor to appear confident, concerned, patient and professional and slightly superior. We expect a waitress to be efficient, respectful and nonintrusive. And we demand these differences in 'character' even if the waitress is a student earning her way through medical school. This analysis indicates that where behaviour is related to money where a person is paid to fulfil a role; the production of the goods or services the behaviour is more constrained and circumscribed by the expectations of the employer/consumer. The behaviour of people who are paying for a service, whose intention is to consume, is the least constrained. It may be that Kerry Packer has awful table manners, but few restauranteurs would fail to be pleased to see him walking through their door. At the level of the individual producer/consumer in consumer societies, money is seen to exert decisive control in the lives of workers. Is it possible to think of a better, less obviously coercive way to get people into cars, and onto freeways and clocking into the office on such a regular, reliable basis: other than their being paid to do so? American academic Camille Paglia does not think so: "Capitalism, whatever its problems, remains the most efficient economic mechanism yet devised to bring the highest quality of life to the greatest number... Because I have studied the past, I know that, in America and under capitalism, I am the freest woman in history" (Menand 27). Paglia obviously considers herself sufficiently well paid. Since access to money limits access to goods, to some experiences and to travel, money is a potent incentive to behave in a way that is rewarded by society. Even so, not everyone is able to exhibit the work behaviour that social systems are most inclined to reward. The stresses of unemployment lie in its curtailing of options; in its implications for health, housing, leisure, and educational opportunities; and in the fact that the need to get more money monopolises the time of the unemployed. The old adage 'time is money' is only partly true. In some respects the two share an inverse relationship: 'free' time is inversely related to money. For the vast majority of the population, the opportunity to convert work/labour into money significantly limits the time available in which to enjoy consuming the rewards for their labours. When people have 'free' time, it is frequently because the opportunity to earn money by the production of goods and services is absent. Consequently possible consumption activities are also severely limited. There are no hard and fast rules in Jameson's late capitalist society, but the general case might be that we are paid to produce goods, services and information through our controlled work, while consumption is generally constructed as a voluntary activity. It is partly that voluntariness which implicates consumption in identity construction, makes it an expression of individual difference, and renders it potentially pleasurable. Arguably, however, the voluntary nature of consumption together with the impossibility of notconsuming prevents it from being categorised unambiguously as 'work'. The relationship of work to money helps explain why it may be work to watch television, but it's a different kind of work from that performed at the Coles check-out. Identity-construction may be a major consumer project using raw materials provided by the mass media, but it is not work we're paid to do. No-one else is prepared to use their stored labour to recompense us for our everyday work as non-professional television viewers, or for our project of self-individuation as expressed through the production of our personal identity. References Belk, Russell. "Studies in the New Consumer Behaviour." Acknowledging Consumption: A Review of New Studies. Ed. D. Miller. London: Routledge, 1995. 58-95. Bell, Daniel. The Coming of the Post-Industrial Society. Rev. ed. New York: Basic Books, 1999. Brown, Stephen. Postmodern Marketing. London: Routledge, 1995. Goffman, Erving. Frame Analysis: An Essay on the Organisation of Experience. New York: Harper and Row, 1974. Hearn, Greg, Tom Mandeville and David Anthony. The Communication Superhighway: Social and Economic Change in the Digital Age. Sydney: Allen & Unwin, 1997. Jameson, Frederic. "Postmodernism, or the Cultural Logic of Late Capitalism." New Left Review146 (1984): 53-92. Lunt, Peter, and Sonia Livingstone. Mass Consumption and Personal Identity: Everyday Economic Experience. Milton Keynes: Open UP, 1992. Menand, Louis. "Sexual Politics with Snap, Crackle and Pure Paglian Pop." The Australian3 Feb. 1993: 27. Meyrowitz, Joshua. No Sense of Place. New York: Oxford UP, 1995. Nightingale, Virginia. "Women as Audiences." Television and Women's Culture: The Politics of the Popular. Ed. M.-E. Brown. Sydney: Currency Press, 1990. 25-36. Smythe, Dallas. Dependency Road. New Jersey: Ablex, 1981. WEL. 12 Nov. 2001 <http://www.wel.org.au/policy/00pol1.htm>. Links http://www.wlu.ca/~wwwpress/jrls/cjc/BackIssues/17.4/melody.html http://www.onemoreweb.com/soapbox/paglia.html http://www.wel.org.au/policy/00pol1.htm http://www.business.utah.edu/~mktrwb/ http://prelectur.stanford.edu/lecturers/jameson/ Citation reference for this article MLA Style Green, Lelia. "The Work of Consumption: Why Aren't We Paid?" M/C: A Journal of Media and Culture 4.5 (2001). [your date of access] < http://www.media-culture.org.au/0111/Green.xml >. Chicago Style Green, Lelia, "The Work of Consumption: Why Aren't We Paid?" M/C: A Journal of Media and Culture 4, no. 5 (2001), < http://www.media-culture.org.au/0111/Green.xml > ([your date of access]). APA Style Green, Lelia. (2001) The Work of Consumption: Why Aren't We Paid?. M/C: A Journal of Media and Culture 4(5). < http://www.media-culture.org.au/0111/Green.xml > ([your date of access]).