Journal articles on the topic 'Threat-rigidity theory'

Two widely cited, yet disparate, theoretical views of the relationship between poor performance and subsequent organizational action appear in organizational research. The behavioral theory of the firm posits that poor performing organizations will make strategic changes in, for example, the products and services they offer. In contrast, the threat-rigidity perspective predicts rather conservative responses; poor performers are expected to rely on previous actions to reverse their poor outcomes. We examined these competing predictions using data from a regional sample of hospitals. The results offer support for the behavioral theory of the firm and no support for threat-rigidity. We derive several implications from these findings in an effort to guide future research.

This study proposes that IT professionals’ behavioral orientation towards IT knowledge and skills updating demands can take on two contrasting forms: updating-as-play or updating-as-work. Drawing on threat-rigidity theory (Staw, Sandelands, & Dutton, 1981), the authors hypothesize that IT professionals who feel threatened by professional obsolescence are more likely to approach updating-as-work more than as play. Results from a sample of IT professionals are consistent with threat-rigidity theory (Staw et al., 1981) in that the threat of professional obsolescence is negatively related to updating-as-play and is positively related to updating-as-work. The authors also find that updating-as-play is negatively related to turnaway intentions and that updating-as-work is positively related to turnover intentions; these findings are consistent with IT theories of job mobility. The authors conclude this study with a discussion of these results and propose future research directions.

PurposeThe purpose of this paper is to study how job reductions affect product innovation and marketing innovation in a sample of 2,034 Spanish manufacturing firms in the period 2007–2014.Design/methodology/approachPoisson and logistic regression models with random effects were used to analyse the impact of downsizing on some innovation outcomes of firms.FindingsThe results of this research show that the stressful measure of job reductions may have unexpected consequences, stimulating innovation. However downsizing combined with radical organisational changes such as new equipment, techniques or processes seems to have a negative impact on product and marketing innovation.Originality/valueThis research has two original features. First, it explores the unconventional direction of causality from the planned elimination of jobs to innovation outputs. Secondly, the paper looks at the combined effect of downsizing and other restructuring measures on different types of innovation. Following the threat-rigidity theory, we assume that this combination represents a major threat for survivors that leads to lower levels of product and marketing innovation.

Purpose – The purpose of this paper is to examine the effects of the organizational slack and acquisition experience on acquisition behavior across varying environmental conditions. Drawing from behavioral theory and the threat-rigidity hypothesis, the paper explores firm acquisition behavior, in terms of type of acquisitions, before and during the recent economic downturn. Design/methodology/approach – Using data on 385 acquisitions in Italy in the period 2007-2010, the paper tests hypotheses on how organizational slack and acquisition experience influence the likelihood of cross-border and diversifying acquisitions relative to domestic, non-diversifying acquisitions prior to and during the economic downturn. Findings – Results suggest that the availability of financial resources and acquisition experience both have an important influence on acquisition behavior. Firms with greater slack and acquisition experience were more likely to make diversifying and/or cross-border acquisitions, compared to domestic non-diversifying acquisitions, particularly during an economic downturn, than firms with lower levels of slack and acquisition experience. Originality/value – The paper extends behavioral theory and threat-rigidity hypothesis, highlighting their applicability to acquisition behavior across varying economic conditions. Slack resources and acquisition experience appear to be particularly salient during challenging economic times.

This article introduces managers' personal risk considerations into the relationship between organizational decline and innovation. The agency-based perspective is used to complement threat rigidity theory and prospect theory in examining how managerial ownership and slack resources affect managers' innovation decisions when firms experience poor performance. The findings indicate that more managerial ownership decelerates innovation spending. The availability of slack resources also reduces the rate of innovation investments. Firms with more slack resources and higher levels of managerial ownership jointly reduce innovation under circumstances of decline. Last, poorly performing firms that continue investments in innovation exhibit a lower probability of survival.

We integrate theory on the resource–based view and threat rigidity with family business research to explain the role family influence plays in responding to threats of imitation. As opposed to family control, we find that family influence affects resource management actions taken in response to threats of imitation. Specifically, results show that R&D investment and internationalization actions mediate the relationship between imitability and performance. However, we find that family–influenced firms are less rigid in their responses to such threats, reducing R&D and internationalization significantly less than firms without family influence.

Public organizations were once seen as the epitome of stability and implacability. More recently, however, public organizations have been subject to fast-paced environmental change. One common response to the challenges posed by these volatile environments has been the adoption of various organizational changes to make public organizations more adaptable. However, following threat-rigidity theory, this study argues that as employees perceive multiple organizational changes, managerial support for innovative work behavior (IWB) of employees decreases. Analyses on the Australian Public Service (APS) employee census support these assertions. Our results contribute to the literatures on work behavior, organizational innovation, and human resources management, by demonstrating that multiple organizational changes negatively affect managerial support for IWB of individual employees, which may—through their negative impact on individual-level innovations—ultimately affect the very adaptability of organizations that many changes aspire to achieve.

Collaborative crowdsourcing has become a popular approach to organizing work across the globe. Being global also means being vulnerable to shocks — unforeseen events that disrupt crowds — that originate from any country. In this study, we examine changes in collaborative behavior of editors of Chinese Wikipedia that arise due to the 2005 government censorship in mainland China. Using the exogenous variation in the fraction of editors blocked across different articles due to the censorship, we examine the impact of reduction in group size, which we denote as the shock level, on three collaborative behavior measures: volume of activity, centralization, and conflict. We find that activity and conflict drop on articles that face a shock, whereas centralization increases. The impact of a shock on activity increases with shock level, whereas the impact on centralization and conflict is higher for moderate shock levels than for very small or very high shock levels. These findings provide support for threat rigidity theory — originally introduced in the organizational theory literature — in the context of large-scale collaborative crowds.

Purpose The purpose of this paper is to investigate the role of external and internal sources of variability on the degree of lean production implementation. For this, this paper analyzes the effects of environmental risk and the company’s past operational performance on the level of lean production implementation. Design/methodology/approach Utilizing the reasoning of prospect theory and the threat-rigidity hypothesis, three hypotheses have been developed as to the impact of internal and external sources of variability on the degree of lean production implementation. A questionnaire has been developed to test the hypotheses of the paper on a sample of first-tier suppliers in the Spanish automotive industry. The methodology comprises a combination of hierarchical regression analysis and mediation analysis. Findings In line with the propositions of prospect theory, the results obtained show support for the influence of firm risk and past operational performance variability in terms of undertaking decisions that favor further progress in lean production implementation. Originality/value This paper contributes to the explanation of the circumstances that ultimately lead to the implementation of lean production. Consequently, the impact of the external and internal environment influences a company’s commitment to increasing its level of lean production implementation and fosters managers’ strategic decision making. Furthermore, its implementation could help guarantee firm survival.

Purpose The purpose of this study is to extend theoretical understanding on social enterprises’ growth orientation. Inspiration is drawn from the fundamentals of prospect theory and threat-rigidity theory, as the role of external threats as a source of growth orientation is largely absent from the social enterprise growth literature. According to previous studies, social enterprises grow mainly because of their social mission and social opportunities. Design/methodology/approach The qualitative research is conducted by analysing thematic interviews from seven, growth-oriented social enterprises operating in Finland. Findings The study provides novel insights on social enterprises’ growth orientation by drawing attention to the plurality of growth motivations and showing the importance of perceived threats as the origin of their growth pursuits. Goals of growth are defined mainly in terms of organisational and financial performance of the firm. Practical implications Social enterprise managers and boards are encouraged to cooperate in analysing the significance of external threats and opportunities for their business and to concentrate on defining measurable social goals to ensure balanced growth. Originality/value The study demonstrates that the behavioural theories offer a beneficial departure point for studying social venture growth. By clarifying the role of the perceptions of the firm’s internal actors and showing that growth is sometimes seen as a response to external threats, the study increases theoretical understanding on social enterprises’ growth orientation.

Although companies implementing pay-for-performance system are increasing, the empirical study of effectiveness is scarce. Focusing on creativity which is closely related to organizational productivity, the current study explored the effects of pay-for-performance on creativity. Based on threat-rigidity theory(Staw et al., 1981), this study hypothesized that pay-for-performance would lead to heightened anxiety and attentional narrowing. Also, this study tried to examine the mediating effects of anxiety and attentional breadth on the relationship between pay-for-performance and creativity. Results are as following. First, the creative performance of the pay-for-performance group was lower than that of control group. Second, the level of anxiety in the pay-for-performance group was higher than the control group but there wasn't significantly difference between two groups in attentional breadth. Third, although anxiety was correlated negatively with creative performance, the correlation between attentional breadth and creative performance was not significant. Forth, anxiety fully mediated the relationship between the pay-for-performance and creative performance; yet attentional breadth had no mediation effects. Lastly, the implication and limitations of the current study and suggestions for future research were discussed.

Purpose This study aims to examine the nascent stream of literature connecting grit and protean career orientation to job attitudes, turnover intentions and job embeddedness and how job insecurity moderates the aforementioned associations. Design/methodology/approach Based on the threat-rigidity hypothesis and self-determination theory, a series of hypotheses were developed and tested among 1,151 current employees in the hotel/lodging industry in the USA. Structural equation modeling was used to analyze the data and explain the results. Findings Job insecurity played a key moderating role between the lower-order dimensions of grit and the outcome variables, but not with protean career orientation. Specifically, passion and perseverance were associated with job attitudes and turnover intentions differently, questioning the validity of grit as a higher-order construct. Originality/value The study explains how the lower-order dimensions of grit explain turnover and job embeddedness while also suggesting that the validity of grit as a higher-order construct needs to be further examined. The results of this study also may advise managers on how to recruit new hires that will remain with their organizations for the long run.

Purpose Despite a large body of literature on the negative consequences of job insecurity, one outcome – job creativity – has received relatively scant attention. While initial studies established a relationship between job insecurity and creativity, the explanatory mechanisms for this relationship have yet to be fully explored. The paper aims to discuss this issue. Design/methodology/approach Using threat-rigidity theory and broaden-and-build theory as a conceptual foundation, the authors implemented a two-country temporally lagged research design (the USA (n = 390); China (n = 346)) to test two potential mediating mechanisms – cognitive failures and positive job-related affect – as explanatory variables between quantitative and qualitative forms of job insecurity and self- and other-rated measures of creative performance. Findings Results from both countries suggest that job-related affective well-being and employee cognitive failures both explained the relationship between job insecurity and creative performance. However, affective well-being was a better explanatory variable for the relation between job insecurity and self-rated creative performance, whereas cognitive failures better accounted for the relationship between job insecurity and performance on an idea generation task. Research limitations/implications The authors discuss the implications of these findings from measurement, theoretical and practical perspectives. Originality/value The authors extend prior research on the relationship between job insecurity and creativity by: considering both quantitative and qualitative job insecurity, examining their relationships with both self- and other-rated assessments of creative job performance, and testing cognitive and affective mediating mechanisms explaining these relationships.

Purpose The purpose of this paper is to examine the association between positive perceptions of politics (i.e. positive politics) and decision creativity and propitiousness (i.e. reaching unforeseen advantages while limiting unexpected problems). In addition, drawing from threat-rigidity effect theory the authors argue that such relationships will be resilient to external environmental threats and specifically macro-economic uncertainty. Design/methodology/approach The database for the analyses consisted of 200 strategic decisions gathered from firms located in Dubai. Findings Positive politics significantly influence decision creativity and propitiousness. Also, macro-economic uncertainty moderates this relationship. Research limitations/implications Although this research has tried to adopt a more neutral perspective on political behavior, much more work is required to better understand the role and implications of neutral politics in decision-making. Practical implications If decision makers ensure that the concern for the organization’s welfare remains a priority over the self-serving motives of the actors, then politics can enhance decision success. Social implications This paper challenges the long held conventional wisdom that politics in organizations are an important underlying cause of unethical practices, poor decisions and organizational ineffectiveness. Originality/value The findings serve to further the understanding of complexities involved in the relationships between political behavior and its consequences.

The increasingly globalized workforce and the growing need for boosting employee energy have engendered both practical and research interest in stimulating employee energy in intercultural interactions. Yet neither the culture research nor the energy literature has explored the link between cultural distance and employee relational energy—the heightened level of psychological resources in social relations. This paper presents empirical evidence of cultural distance stimulating relational energy. Further, building upon the threat-rigidity theory, I propose that cultural distance stimulates relational energy more when employees perceive high levels of psychological safety. Two studies were conducted to test these two hypotheses. One laboratory experiment on 202 international students at a Dutch university provided causal evidence of the positive relationship between cultural distance and relational energy. Next, a two-wave field study on 373 international employees was conducted to replicate this main effect of cultural distance and further investigate the moderating role of psychological safety. Results supported that employees with higher levels of psychological safety are more prone to experience enhanced relational energy as a result of cultural distance. These findings contribute to the scarce research on possible positive influence of cross-cultural communication at work, and also advance the growing research on the antecedents of employee relational energy. The implications for practitioners to energize employees are also discussed.

This research aims to find out the self regulating profit and loss sharing (PLS) facing the increase of regional minimum wage (RMW) at micro small and medium enterprise (MSME) in Indonesia. The background of this research the existence of wage conflict and the threat of urgency of MSME due to the policy of RMW. The theory used is the self regulating of Ediorno and theory profit and loss sharing of Ibn kaldun. The method used case study research conducted on MSME PtM in 6 districts in Lampung Province. Based on its explanation level, this study is a descriptive-comparative study. While based on its objectives, this research is applied research . Processed data are PLS of PtM and RMW in Lampung Province. This study is important to show the self regulating profit and loss sharing (PLS) at MSME as solution wage problem. The results showed that; MBM in MSME PtM has self regulating against UMR increase. The results of this study are in line with Ibn Taimyah "iwad al mithl", Ibn Khaldun "profit sharing as a fair way of dividing the production surplus", Zubair "gharor on the wage system because of prefixed like interest", Ediarno "wage system makes the economy not self regulating, high risk of crisis, perennial-wage conflict ", Setiawan" PLS system works better in generating profitability, more equitable in distributing wages, and creating higher productivity ", Keynes" wege rigidity causes self-regulating failure " , Pigou "elastic wage model (plasticity of wage) for the economy to be adaptive" self regulating ". The result of the study differs from Smith's thought that "classical economic flow" of the wage system in the production system would be "self-regulating," Ricardo's idea of the new clasisical economy "the classical market economy mechanism of surplus production rights of employers (employers)." Also different from Marx the right of surplus production belongs only to the workers.

Traditional doctrinal scholarship provides an important service to practising lawyers by analysing legal rules and decisions, clarifying ambiguities within rules, structuring them in a logical and coherent manner and describing their interrelationship (Chynoweth, 2008). The systematisation and formulation of the law in terms of doctrine creates a conceptual basis for constructing a legal context that helps to determine which rules should be applied in a particular situation. In this sense, doctrinal studies emerge out of the study of legal texts (or black-letter law), which are generated by legislature, courts and other legal authorities, and feed back in to legal practice once they are used in deciding cases. The method of doctrinal research, being functional to legal practice, dominates academic law and legal education. Notwithstanding its role in supporting legal practice, the doctrinal approach is criticised for conveying a normatively closed image of law (Cotterrell, 1995, pp. 50–53), for constructing the legal context narrowly, for presenting the legal system as a body of rules which can be studied in isolation from the broader societal context of the legal system by the exegesis of authoritative texts (Bradney, 1998, p. 76; Vick, 2004), for ‘not being self-conscious about its assumptions’ (Twining, 1999, p. 44) and for cultivating what Geoffrey Samuel (2009) calls the ‘authority paradigm’. Internally, i.e. from the standpoint of the legal system and its functionaries, this paradigm (or legal context) is produced by way of self-reference and normative closure, continually reaffirming the authority of legal sources such as legal texts, previous legal decisions and/or legislation, and prioritising definitions and methods based on what William Twining called the ‘practical insider attitudes’ (Twining, 2000, p. 129; for a discussion, see Banakar, 2003, p. 8). Externally, i.e. from the standpoint of policy-makers and citizenry, it is upheld through the threat of violence against non-compliance, backed by the authority of the modern state. The authority paradigm's normative closure and its dependency on coercion encourage ‘rigidity and introspection rather than an open-minded attitude to academic methods and pursuits’ (Samuel, 2009, p. 432). It fosters an understanding of the law as a system, which exists independently of societal forces. In order to escape the intellectual constraints of the authority paradigm, many academic lawyers turn to social theory and social sciences, which in contrast to law are based on the ‘perspective of enquiry’ (Samuel, 2009; see also Banakar, 2009b). These scholars place the law in the broader sociocultural context of the legal system and study legal phenomena in relation to societal forces, which are the prerequisite for the existence of the legal system and the production of the narrow legal context of the law. However, such an evasive strategy often comes at a price.

We use extensive longitudinal data from companies in the book retailing and telecommunication industries to replicate and extend Gilbert’s qualitative study on the influence of opportunity/threat perceptions on resource rigidity and routine rigidity in incumbents’ responses to discontinuous change. After discovering important anomalies in an empirical generalization study, we engage in a generalization and extension study to unbundle opportunity/threat perception into the dimensions of gain/loss framing and perceived control and induce a revised theory of the effect of such appraisals on incumbent inertia. Specifically, we induce that (a) imminent loss framing relaxes resource rigidity only when decision makers perceive a moderate level of control; (b) resource rigidity also relaxes in response to gain framing, at least when decision makers perceive the discontinuity as a particularly relevant strategic issue and strongly sense that they can control it; (c) loss framing and low perceived control can amplify routine rigidity by exacerbating resource rigidity; and (d) structural separation creates perceptions of gain and control by fostering the emergence of a local organizational identity in the unit implementing the discontinuous change. We resolve long-debated contradictions in studies on managerial and organizational cognition and discontinuous change, particularly between studies invoking threat rigidity theory and studies invoking prospect theory. We also demonstrate the usefulness of replicating qualitative research that is based on multiple case comparison.

Abstract We employ the concept of stupidity to address why more has not been done to address climate change and sustainable development. While the ‘new’ science of stupid has long existed in organizational studies, academicians have been too polite to call it that and organizational researchers historically labeled it the ‘threat-rigidity effect.’ With Alvesson and Spicer’s ‘stupidity-based theory of organizations’ management researchers overcame this reluctance. In this work we explore what we will call the ‘stress-stupidity system.’ Building on the threat-rigidity effect, we outline the elements of the stress-stupidity system and look at how we may be able to ‘fix stupid’ to address issues of sustainability.

According to the threat-rigidity thesis, a crisis leads to a constriction in control of a group, whereby the people with power dominate the decision-making process. I posed two competing hypotheses to extend this theory, one focused on a leader-centralized team power dynamic and the other on an expert-centralized team power dynamic. Crisis decision-making teams were formed, each with three members: a leader, an expert, and a powerless team member. The results from 40 teams (120 individuals) suggest that when the expert in the team was competent, they were more likely to be nominated as the most influential person. However, when the expert was incompetent, the leader was more likely to be nominated as the most influential person. In addition, the groups were likely to come to a correct choice in group discussion regardless of who was the most influential person. These results challenge threat-rigidity theory by suggesting groups can function adaptively in response to crisis situations.

Although a crisis provides room for creativity, organizations often suffer from creativity deficits in such a situation. Indeed, threat-rigidity theory suggests that an employee-experienced crisis may hinder employee creativity. An interesting but unresolved question is thus, “When does an employee-experienced crisis stifle or stimulate creativity, and how?” Embedding our study in a person-in-situation creativity research stream, we introduce employee-experienced crisis, defined as the impact an employee experiences from crisis event(s) in a team, and examine its interaction with implicit theories (i.e., a fixed vs. a growth mindset) in employee creativity. We hypothesize that an employee-experienced crisis stifles employee creativity via increased job anxiety when the individual possesses a strong fixed mindset. In contrast, the same phenomenon stimulates creativity via enhanced creative process engagement when the individual has a strong growth mindset. In Study 1, we collected multisource, time-lagged field data from 506 employees working in 107 research and development (R&D) teams. The results supported our hypotheses. To further explore how the moderating effects of mindsets occur, we conducted Study 2, another multisource, time-lagged field study of 260 employees in 40 R&D teams. We found that the moderating effects of implicit theories are mediated by goal orientations (i.e., implicit theories are more distal moderators, and goal orientations are more proximal moderators). Overall, we provide an integrative account of when and how an employee-experienced crisis hinders or helps employee creativity.

Drawing on broaden-and-build theory and threat-rigidity hypothesis, we theorized and tested a multilevel model to examine the moderating effects of transformational leadership (TFL) on the team-level process that links positive/negative group affective tone (PGAT/NGAT) to team innovation via information elaboration. Data were collected from 299 team members and 65 leaders from Taiwanese companies at two time points. The multilevel path analysis demonstrated support for a positive indirect effect of PGAT on team innovation via information elaboration and a negative indirect effect of NGAT on team innovation via information elaboration. The positive indirect effect of PGAT on team innovation via information elaboration was found to be stronger when TFL was high rather than low. However, TFL did not attenuate the negative effects of NGAT. Negative group affective tone was negatively related to information elaboration when TFL was high, whereas NGAT had no significant relationship with information elaboration when TFL was low. Theoretical and practical implications are discussed.

Recent meta-analytic studies imply that groups often find ways of neutralizing turnover’s harmful effects and that important moderators of the turnover–performance relationship must be missing from the literature. Building on theory and findings related to the threat–rigidity effect, we suggest that groups tend to respond maladaptively to turnover when group norms promote the idea that turnover is threatening. Specifically, we suggest that prevention climate—that is, a climate focused on minimizing mistakes and costs—largely determines the degree to which group norms encourage members to view turnover as threatening and, in turn, the degree to which groups become less adaptive and perform worse in response to turnover. Across a sample of 232 groups, we found evidence that turnover is indeed more negatively related to performance for those groups with a strong prevention climate. Further, in a controlled laboratory context where we manipulated turnover and prevention climate, we found causal evidence supporting our full conceptual model. Our work advances research on turnover by identifying an important moderator and an underlying mechanism of the turnover–performance relationship.

Dream, 2008Go to visit a friend with vulvodynia who recently had a baby only to find that she is desolate. I realise the baby–a little boy–died. We go for a walk together. She has lost weight through the ordeal & actually looks on the edge of beauty for the first time. I feel like saying something to this effect–like she had a great loss but gained beauty as a result–but don’t think it would be appreciated. I know I shouldn’t stay too long &, sure enough, when we get back to hers, she indicates she needs for me to go soon. In her grief though, her body begins to spasm uncontrollably, describing the arc of the nineteenth-century hysteric. I start to gently massage her back & it brings her great relief as her body relaxes. I notice as I massage her, that she has beautiful gold and silver studs, flowers, filigree on different parts of her back. It describes a scene of immense beauty. I comment on it.In 2008, I was following a writing path dictated by my vulvodynia, or chronic vulval pain, and was exploring the possibility of my disorder being founded in trauma. The theory did not, in my case, hold up and I had decided to move on when serendipity intervened. Books ordered for different purposes arrived simultaneously and, as I dipped into the texts, I found startling correspondence between them. The books? Neurologist Jean-Martin Charcot’s lectures on hysteria, translated into English in 1889; psychiatrist W.H.R. Rivers’s explication of a biological theory of the neuroses published in 1922; and trauma neurologist Robert C. Scaer’s interpretation, in 2007, of the psychosomatic symptoms of his patients. The research grasped my intellect and imagination and maintained its grip until the ensuing chapter was done with me: my day life, papers and books skewed across tables; my night life, dreams surfeited with suffering and beauty, as I struggled with the possibility of any relationship between the two. Just as Rivers recognised that the shell-shock of World War I was not a physical injury as such but a trigger for and form of hysteria, so too, a few decades earlier, did Charcot insistently equate the railway brain/spine that resulted from railway accidents, with the hysteria of other of his patients, recognising that the precipitating incident constituted trauma that lodged in the body/mind of the victim (Clinical 221). More recently, Scaer notes that the motor vehicle accident (MVA) from which whiplash ensues is usually of insufficient force to logically cause bodily injury and, through this understanding, links whiplash and the railway brain/spine of the nineteenth century (25).In terms of comparative studies, most exciting for a researcher is the detail with which Charcot described patient after patient with hysteria in the Salpêtrière hospital, and elements of correspondence in symptomatology between these and Scaer’s patients, the case histories of which open most chapters of his book, titled appropriately, The Body Bears the Burden.Here are symptoms selected from a case study from each clinician:She subsequently developed headaches, neck pain, panic attacks, and full-blown post-traumatic stress disorder, along with significant cognitive problems [...] As her neck pain worsened and spread to her lower back, shoulders and arms, she noted increasing morning stiffness, and generalized pain and sensitivity to touch. With the development of interrupted, non-restorative sleep and chronic fatigue, she was ultimately diagnosed by a rheumatologist with fibromyalgia (Scaer 107).And:The patient suffers from a permanent headache of a constrictive character [...] All kinds of sound are painful to his ear, and he does his best to avoid them. It is impossible for him to fix his attention to any matter, or to devote himself to anything without speedily experiencing very great fatigue [...] He has insomnia and is frequently tormented by horrible dreams [...] Further, his memory appears to be considerably weakened (Charcot, Clinical 387).In the case of both patients, there was no significant physical injury, though both were left physically, as well as psychically, disabled. In the accidents that precipitated these symptoms, both were placed in positions of terrified helplessness as potential destruction bore down on them. In the case of Scaer’s patient, she froze in the driver’s seat at traffic lights as a large dump truck slowly reversed back on to her car, crushing the bonnet and engine compartment as it moved inexorably toward her. In the case of Charcot’s patient, he was dragging his barrow along the road when a laundryman’s van, pulled at “railway speed” by a careering horse, bore down on him, striking the wheel of his barrow (Clinical 375). It took some hours for the traumatised individuals of each incident to return to their senses.Scaer describes whiplash syndrome as “a diverse constellation of symptoms consisting of pain, neurologic symptoms, cognitive impairment, and emotional complaints” (xvii), and argues that the somatic or bodily expressions of the syndrome “may represent a universal constellation of symptoms attributable to any unresolved life-threatening experience” (143). Thus, as we look back through history, whiplash equals shell-shock equals railway brain equals the “swooning” and “vapours” of the eighteenth century (Shorter Chap. 1). All are precipitated by different causes, but all share the same outcome; diverse, debilitating symptoms affecting the body and mind, which have no reasonable physical explanation and which show no obvious organic cause. Human stress and trauma have always existed.In modern and historic studies of hysteria, much is made of the way in which the symptoms of hysterics have, over the centuries, mimicked “real” organic conditions (e.g. Shorter). Rivers discusses mimesis as a quality of the “gregarious” or herd instinct, noting that the enhanced suggestibility of such a state was utilised in military training. Here, preparation for combat focused on an unthinking obedience to duty and orders, and a loss of individual agency within the group: “The most successful training is one which attains such perfection of this responsiveness that each individual soldier not merely reacts at once to the expressed command of his superior, but is able to divine the nature of a command before it is given and acts as a member of the group immediately and effectively” (211–12). In the animal kingdom, the herd instinct manifests in behaviour that impacts the survival of prey and predator: schools of sardines move as one organism, seeking safety in numbers, while predatory sailfish act in silent concert to push the school into a tighter formation from which they can take orchestrated turns to feed.Unfortunately, the group mimesis created through a passive surrender of the individual ego to the herd, while providing a greater sense of security and chance of survival, also made World War I soldiers more vulnerable to the development of post-traumatic hysteria. At the Salpêtrière, Charcot described in meticulous detail the epileptic-like convulsions of hysteria major (la grande hystérie), which appeared to be an unwitting imitation of the seizures of epileptic inmates with whom hysteria patients were housed. Such convulsions included the infamous arc en circle, or backward-arched bodily semicircle, through which the individual’s body was thrust, up into the air, in an arc of distress only earthed by flexed feet and contorted neck (Veith 231). The suffering articulated in this powerful image stayed with me as I read, and percolated through my dreams.The three texts in which I remained transfixed had issued from different eras and used different language from each other, but all three contained similar and complementary insights. I found further correspondence between Charcot and Scaer in their understanding of the neurophysiology underlying hysteria/trauma. Though he did not have the technology to observe it, Charcot insisted that the symptoms of hysteria were the result of real changes in the nervous system. He distinguished between “organic” causes of disease, and the “functional” or “dynamic” causes of such disorders as hysteria and epilepsy: as he noted of the “hystero-traumatic paraplegia” of a patient, “it depends upon a dynamic lesion affecting the motor and sensory zones of the grey cortex of the brain which in a normal state preside over the functions of that limb” (Clinical 382). He proposed a potentially reversible “dynamic alteration” in the brain of the hysteric (Clinical 223–24). Compare Scaer: “Clinical syndromes previously categorized as ‘nonphysiological,’ ‘psychosomatic,’ or ‘functional’ may be based on demonstrable dynamic neurophysiological changes in the brain” (xx–xxi).Another link between the work of Charcot and Scaer is their insistence on the mind/body as a continuum, rather than separate entities. The perspicacity of the two researcher/clinicians forms bookends to a model separating mind from body that, in the wake of the popularisation and distortion of Freudian theory, characterised the twentieth-century. Said Charcot: “the physician must be a psychologist if he wants to interpret the most refined of cerebral functions, since psychology is nothing else but physiology of a part of the brain” (cited by Goetz 32). Says Scaer: “The distinction between the ‘psychological’ and physical pathological manifestations of traumatic stress, as suggested in the term ‘psychosomatic,’ needs to be discarded” (127). He proposes that, instead, we consider a mind/brain/body continuum which more accurately reflects, “the pathophysiological, neurobiological, endocrinological, and immunological changes induced by trauma” and the bodily manifestations of disease which follow (127).Charcot’s modernity is perhaps most evident in his understanding of equivalence between mind and brain, and his belief in what we now call “neuroplasticity”. Dealing with two patients with hysterical (traumatic) paralysis, Charcot recognised the value of friction, massage, and passive movements of the paralysed limb, not to build muscle strength, but to “revive” the “motor representation” in the brain as a necessary precursor to voluntary movement (Clinical 310). He noted the way in which, through repetition, movement strengthens. The parallel between Charcot’s insight, and recent research and practice which indicates that intense exercise for stroke victims assists the retrieval of motor programmes in the nervous system, in turn facilitating increased strength and movement, is quite astounding (Doidge Chap. 5).Scaer, like Rivers before him, understands the “freeze” or immobility response to threat as a very primitive or arcane level of the survival instinct. When neither fight nor flight will ensure an animal’s survival, it often manifests the freeze response, playing “dead”. After danger has passed, the animal might vibrate and shake, discharging the stored energy, physiologically “effecting” its defence or escape, and becoming fully functional again. Scaer describes this discharge process in animals as being “as imperceptible as a shudder, or as dramatic as a grand mal seizure” (19). The human, being an animal, also instinctually resorts to immobility when that is the reaction that will best ensure survival. As a result of this response, energy that would have been discharged in fighting or fleeing is bound up in the nervous system, along with accompanying terror, rage and helplessness. Unlike other animals that naturally discharge this energy when safe, humans often cognitively override the subtle but essential restorative behaviours that complete the full instinctual response, leaving them in a vicious cycle of fear and immobility and ultimately generating the symptoms of trauma.Scaer writes, “this apparent lack of discharge of autonomic energy after the occurrence of freezing [...] may represent a dangerous suppression of instinctual behavior, resulting in the imprinting of the traumatic experience in unconscious memory and arousal systems of the brain” (21). He proposes a persuasive model of “somatic dissociation” in which the body continues to manifest a threat to survival through impairment of the region of the body that perceived the sensory messages, and disability that reflects the incomplete motor defence (100). He writes of his patients in a chronic pain programme: “We invariably noticed that the patient’s unconscious posture reflected not only the pain, but also the experience of the traumatic event that produced the pain. The asymmetrical postural patterns, held in procedural memory, almost always reflect the body’s attempt to move away from the injury or threat that caused the injury” (84).Scaer’s concept of somatic dissociation, when applied to some of Charcot’s case studies, makes sense of their bodily symptoms. Charcot’s patient P— experiences no life threat, but a shock that involves grief and shame (Clinical 131–39). On a fox-hunting outing, he mistakes his friend’s dog for a fox, accidently shooting it dead. The friend is distraught, and P— consequently deeply distressed. He continues with the hunt, but later, when he raises his fire-arm to shoot a rabbit, collapses with a paralysis of the right side (he is right-handed), and then a loss of consciousness, with consequent confused recollection. Charcot’s lecture focuses on the “word-blindness” P— evidences, apparently associated with post-traumatic memory-deficits, but what is also arresting is the right-sided paralysis which lasts for some days, and the loss of vision on his right side. It is as if the act to shoot again is prevented by a body, shocked by its former action. The body parts affected hold meaning.In the case of the barrow man discussed earlier; although he has no lasting organic damage to his legs, nevertheless, his “feet remain literally fixed to the ground” (Clinical 378) when he is standing, perhaps reproducing the immobility with which he faced the rapidly looming van as it bore down on him. His paralysis speaks of his frozen helplessness, the trauma now locked in his body.In the case of the patient Ler—, aged around sixty, Charcot links her symptoms with a “series of frights” (Lectures 279): at eleven she was terrorised by a mad dog; at sixteen she was horrified by the sight of the corpse of a murdered woman; and, at the same age, she was threatened by robbers in a wood. During her violent hystero-epileptic attacks Ler— “hurls furious invectives against imaginary individuals, crying out, ‘villains! robbers! brigands! fire! fire! O, the dogs! I’m bitten!’” (Lectures 281). Here, the compilation of trauma is articulated through the body and the voice. Given that the extreme early childhood poverty and deprivation of Ler— were typical of hysterical patients at the Salpêtrière (Goetz 193), one might speculate that the hospital population of hysterics was composed of often severely traumatised women.The traumatised person is left with a constellation of symptoms familiar to anyone who has studied the history of hysteria. These comprise, but are not limited to, flashbacks, panic attacks, insomnia, depression, and unprovoked rage. The individual is also affected by physical symptoms that might include blindness or mutism, paralysis, spasms, skin anaesthesia, chronic fatigue, irritable bowel, migraines, or chronic pain. For trauma theorist Peter A. Levine, the key to healing lies in completing the original instinctual response; “trauma is part of a natural physiological process that simply has not been allowed to be completed” (155). The traumatised person stays stuck in or compulsively relives trauma in order to do just that. In 1885, Jean-Martin Charcot lectured at the Salpêtrière hospital in Paris, including among his case studies the patient he names Deb—. She resides more evocatively in my imagination as “the lady in the carriage”, a title drawn from Charcot’s description of her symptoms, and from the associated photographs which capture static moments of her frenzied and compulsive dance:Now look at this patient [...] In the first phase, rhythmical jerkings of the right arm, like the movements of hammering, occur [...] Then after this period there succeeds a period of tonic spasms, and of contortions of the arm and head, recalling partial epilepsy [...] Finally, measured movements of the head to the right and the left occur; rapid movements defying all interpretation, for I ask you, what do they correspond to in the region of physiological acts? At the same time the patient utters a cry, or rather a kind of plaintive wail, always the same [...] You see by this example that rhythmical chorea may be in certain cases a grave affection [affliction]. Not that it directly menaces life, but that it may persist over a very long period of time, and become a most distressing infirmity [...] The chorea has lasted for more than thirty years [...] The onset occurred at the age of thirty-six. About this time, when out driving in a carriage with her husband, she fell over a precipice with the horse and carriage. After the great fright which she had thus experienced she lost consciousness for three hours. This was followed by a convulsive seizure of hysteria major, by rigidity of the limbs of the right side, and cries like the barking of a dog (Clinical 193–95).I found this case study early in my reading of Charcot, but the lady in the carriage stayed with me as a trope of the relentless embodiment of trauma in its drive to be conclusively expressed, properly acknowledged, and potentially understood. Hence the persistent pain and distress of Scaer’s MVA patients; the patients treated by Rivers, with limbs and vocal-chords frozen in a never-ending moment of self-defence; the dramatic hysterical attacks of the impoverished patients in Charcot’s Salpêtrière; and the rhythmical chorea of the lady in the carriage, her involuntary jerky dance a physical re-enactment of her original trauma, when the carriage in which she was driving went over a precipice. Her helplessness in the event which precipitated her hysteria is a central factor in her continuing distress, her involuntary passivity removing her sense of agency and, like the soldier confined endlessly and powerlessly in the trenches waiting for inevitable terrifying action, rendering her unable to fight or flee.The fact that the lady in the carriage may be stuck in a traumatic incident experienced more than thirty years before attests to the way in which trauma insistently pushes to be resolved. Her re-enactment is literal, but Levine acknowledges the relevance of a “repetition compulsion” (181), expressed originally by Freud as the “compulsion to repeat” (19). This describes the often subtle way in which we continue to involve ourselves in situations that are replays of traumatic themes from childhood—symbolic re-enactments. Levine revitalises the idea however, by focusing on the interrupted instinctual response that calls for physiological resolution: “the drive to complete the freezing response remains active no matter how long it has been in place” (111).The knowledge a traumatised person seeks is, in trauma, literally locked in the body/mind. It rises up through dreams and throws itself aggressively at one in memories that are experienced as a terrifying present. It twists limbs in painful contractures and paralyzes the limb that was lifted in defence. The fear of turning to face this knowledge locks the individual in a recurring cycle of terror and immobility. At its end-point, s/he survives in the pathological limbo of Post-Traumatic Stress Disorder (PTSD), avoiding any arousal that might trigger all the physiological and emotional events of the original trauma. The original threat or trauma continues to exist in a perpetual present, with the individual unable to relegate it to the past as a bearable memory.It is possible to interpret such suffering in many ways. One might, for instance, focus on the pathology of an apparent system malfunction, which keeps the body/mind inefficiently glued to an unsolvable past. I choose to emphasise here, however, the creativity and persistence of the human body/mind in its drive to resolve the response to trauma, recover equilibrium and face effectively the recurrent challenges of life. As well as physical symptoms which exact attention, this drive or instinct might include the prompting of dreams and the meaningful coincidences we notice as we open our eyes to them, all of which can lead us down previously unconsidered paths. Does the body/mind only continue to malfunction due to our inability to correctly decipher its language? In relation to trauma, the body/mind bears the burden, but it might also hold the key to recovery.References Charcot, Jean-Martin. Lectures on the Diseases of the Nervous System. Trans. George Sigerson. London: The New Sydenham Society, 1877.---. Clinical Lectures on Diseases of the Nervous System: Volume 3. Trans. Thomas Savill. London: The New Sydenham Society, 1889.Doidge, Norman. The Brain That Changes Itself: Stories of Personal Triumph from the Frontiers of Brain Science. Melbourne: Scribe, 2008.Freud, Sigmund. “Beyond the Pleasure Principle.” The Standard Edition of the Complete Psychological Works of Sigmund Freud. Ed. and Trans. James Strachey. London: Hogarth Press, 1955. 7–64.Goetz, Christopher G, Michel Bonduelle, and Toby Gelfand. Charcot: Constructing Neurology. New York: Oxford University Press, 1995.Levine, Peter A. Waking the Tiger: Healing Trauma: The Innate Capacity to Transform Overwhelming Experiences. Berkeley, CA: North Atlantic Books, 1997.Rivers, W. H. R. Instinct and the Unconscious: A Contribution to a Biological Theory of the Psycho-Neuroses. 2nd ed. Cambridge: Cambridge University Press, 1922.Scaer, Robert C. The Body Bears the Burden: Trauma, Dissociation, and Disease. 2nd ed. New York: Haworth Press, 2007.Shorter, Edward. From Paralysis to Fatigue: A History of Psychosomatic Illness in the Modern Era. New York: Free Press, 1992.Veith, Ilza. Hysteria: The History of a Disease. Chicago: University of Chicago Press, 1965.

I A sense of in-between shapes contemporary theoretical perspectives on identity through concepts such as fluidity, hybridity and diaspora. These concepts have traction when theorising global social and cultural orders characterised by ‘a delocalized transnation’. In this formation, Appadurai argues, ‘the formula of hyphenation (as in Italian-Americans, Asian-Americans, and African-Americans) is reaching the point of saturation, and the right-hand side of the hyphen can barely contain the unruliness of the left-hand side’ (803). Yet in the relatively monocultural space of Anglo-Celtic rural Australia, delocalised and hyphenated transnational identities tend to make their presence felt most strongly on television. Rather than fluidity, rigidity appears to be a more appropriate metaphor for reading the divisions in rural settler-Australian identity that function as ‘uneven, local attempts to make sense of the world’ (Gilroy 98). In Lismore on the north coast of NSW, for example, the relatively fixed notion of being “a local” maintains its power. Since returning to my home-town of Lismore in 1999 I have become particularly fascinated by the constant use of the word “local” in everyday conversation and in the local newspapers. When I share my fascination with students and colleagues, I am struck by the emotive engagement, both positive and negative, that the idea of being “a local” stimulates. That these students and colleagues have local knowledge of what it means to be “a local” is no doubt a factor in this emotion and engagement: being “a local” marks a divide in belonging and in the local social order. While there is ample literature regarding “the local” within the context of globalisation, “the local” in place-based and regional research, “local knowledges” in anthropology, or “the local” as metaphor for issues of subjectivity and self in feminism and postcolonial theory, literature on being “a local” is curiously sparse. A strong thread of scholarship comes from Hawai’i (for an example see Ohnuma). Conversely, in the Australian context I am aware of only one publication dealing specifically with the idea of being a local. In Ronnie’s Story, Richard Woolley analyses the performance of being a local at a pub in the Sydney suburb of Redfern. By telling first-person anecdotes about a long-term Redfern local, Ronnie, more recent arrivals position themselves in a local order of being local. Woolley’s analysis indicates the power and significance that the idea of being a local has in Australian society, even in places where populations are relatively fluid. Yet while performance may be one strategy for creating a local order, the key to a successful performance in Woolley’s analysis is a relation with an “authentic” local who has qualities not of fluidity, but of routine and rootedness. It is this latter sense of being local that has salience in Lismore. It functions as a benchmark for authenticity and acceptance. This sense of being “a local” deserves scrutiny because it carries the full weight of traditional settler belonging. In addition, being “a local” deserves careful unpacking because it is a category that excludes. Concealed within the idea is a racial and colonial discourse. An analysis of being local in Lismore reveals that not everyone can be a local and the conditions of acceptance are obscured. One criterion is, however, clear and discussable: if there is a question of one’s status as a local, conversation typically and quickly moves to duration of personal and ancestral residence. II “When I first came to Lismore twenty-five years ago, people told me it takes 25 years to become a local […]. My time’s up. I think I can safely say I’ve made it.” (Nora Vidler-Blanksby qtd. in Satherley) “All [the people I just mentioned were] born and bred in the area, plus John Chant, who has been here for 40 years, which makes him a local.” (Baxter) “[…W]hat I’ve come to understand is that you are never a local unless you are born here. […] I mean even after twenty-odd years people say [to me], well, you’re not a local.” (Irwin) Becoming local takes time: routine every day time spent on the ground. There is a notion here of connection between identity and a “patch of dirt”, of authenticity through autochthony, of a seed planted, of being a child of the soil, of coming from a place as distinct from a womb. Being local weaves identity and place together in this most intimate fashion. A local’s sense of identity emerges through time from a developing everyday personal relationship to place through a meld of history, community and geography (Miller 217). To come from outside Lismore, and move beyond being “just a blow-in” — an unannounced stranger blown off-course — the honorific must be earned through an infusion of soil into one’s blood. The period required for this metamorphosis is clearly open to question: 25 years, 40 years, forever. In a sense, locals were never not there. History begins with their arrival. III The stability of this reading of the local order rests on the concealment of an anxiety: an anxiety that settler autochthony is a fiction. Diffusion of settlers and dispersal of Aborigines was the reality of locals’ “settling”. Aborigines upset the signifying chain of local settler belonging at its source because a straightforward appeal to duration of residence is quickly undermined by 40,000 years of Indigenous tenure. This challenge to autochthony initiates a pre-emptive strategy of avoidance and concealment. The language of the settler “local”, articulated through history, community and geography of necessity excludes Aborigines. In de Certeau’s words “locals” define themselves within a ‘proper place’ — ‘a place appropriated as one’s own’ — ‘in a world bewitched by the invisible powers of the Other’ (1984: 36). An analysis of the use of the word “local” reveals how the idea of being “a local” stabilises local settler belonging through concealment. Local, in this usage, is an adjective doing the work of a noun. By becoming a substitute for the noun, the actual noun which “local” modifies is understood, elided, concealed. ‘So you’re “a local”, huh? A local what?’ we might ask. Turning to local newspapers reveals what the concealed noun is not. Within everyday settler discourse Aborigines cannot be noun-locals. To do so would pollute the proper place of “the local” with the Other. Instead, Aborigines are adjective-locals. In The Northern Star, Lismore’s daily paper, Digby Moran is described as a ‘local […] indigenous artist’ (Redmond). Bill Walker, the co-ordinator of the Bundjalung Nation Aboriginal Cultural Heritage Committee, is a ‘respected local identity’ (“Co-ordinator named”). These instances are illustrative of the repeated use of the term “local” as a regular adjective in reference to Aborigines. Local is a modifier of the nouns “artist” and “identity”, indeed a modifier that refers to an imagined boundary rather than to the land itself. Now and then there is a subversion of this order and someone will refer to an Aborigine as a ‘fair dinkum local’ (Opit). Nevertheless, a qualifier is required. Supporting evidence is needed for the Aboriginal claim to status as “a local” – a fair-dinkum local as opposed to a no-need-to-explain local. If there was a class of nouns to which “local” belonged, we would be justified in labelling them “dispossessives”. IV Being a local is a valued aspect of Australian culture and identity — an embodiment of care for community and place for the long term. In the contemporary moment, characterised in the media by accelerating cultural change and personal and national threat, the local represents tradition through apparently unchanging repetition that tourists, sea-changers and tree-changers seek as a refuge and solace. The locals might be said to offer a community of resistance and trust. The local stands within a clearing in a cluttered and threatening world. As I have attempted to argue, however, the local that is revealed in the light of the clearing contains concealment. As an adjective masquerading as a noun, “local” silences talk of the clearing of Aborigines and in the Aborigines’ place it silently installs the settler as original and autochthonous. As Heidegger writes, the ‘clearing in which beings stand is in itself at the same time concealment. […C]oncealment […] occurs within what is lighted. One being places itself in front of another being, the one helps to hide the other, the former obscures the latter, a few obstruct many, one denies all. […A] being […] presents itself as other than it is.’ (Heidegger 54) While there is much to value in being local, as an everyday contemporary practice of colonialism and exclusion it deserves careful attention and transformation. The transformation is clearly more than a task of defining and reinstating the noun that follows the adjective “local,” and instead requires an ontological earthquake of sorts for settler locals. How could the local order in Australia be otherwise than colonial? How might settler Australians be able to imagine the clearing they inhabit in a way that does not clear the land of Aborigines? Within these questions lies a possible ethics of location for settler Australians. References Appadurai, Arjun. “The Heart of Whiteness.” Callaloo 16 (1993): 796-807. Baxter, Reg. “Six Pack Not So Bad”. The Northern Star 17 Mar. 2004: 11. “Co-ordinator Named”. The Northern Star 18 Feb. 2004: 3. De Certeau, Michel. The Practice of Everyday Life. Trans. Steven Rendall. Berkeley: University of California Press, 1984. Gilroy, Paul. Between Camps: Race, Identity and Nationalism at the End of the Colour Line. Harmondsworth: Allen Lane, 2000. Heidegger, Martin. Poetry, Language, Thought. Trans. Albert Hofstadter. New York: Harper & Row, 1975. Irwin, Ros. Personal communication with author [transcript from tape]. 26 Aug. 2003. Miller, Linn. “Belonging to Country — A Philosophical Anthropology.” Voicing Dissent, New Talents 21C: Next Generation Australian Studies 76 (2003): 215-23, 257-8. Ohnuma, Keiko. “Local Haole – A Contradiction in Terms? The Dilemma of Being White, Born and Raised in Hawai’i.” Cultural Values 6 (2002): 273-85. Opit, G. “Stand Up for the Fair Dinkum Local.” Byron Shire Echo 18 Nov. 2003: 9. Redmond, Renee. “The Perfect Backdrop for Local Artist.” The Northern Star 11 Jul. 2003: 5. Satherley, Zoe “Look Who Wants to Be Mayor.” The Northern Star 30 Jan. 2004: 3. Woolley, Richard. “Ronnie’s Story: Narrative and Belonging to Place.” TASA 2003 Conference. The Australian Sociological Association. University of New England, Armidale. 4-6 December 2003. Citation reference for this article MLA Style Garbutt, Rob. "Local Order." M/C Journal 7.6 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0501/08-garbutt.php>. APA Style Garbutt, R. (Jan. 2005) "Local Order," M/C Journal, 7(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0501/08-garbutt.php>.

The Internet has long been a venue for individuals to craft their online personas on their own terms, and many have embraced the opportunity to take on a persona that is not associated with a legally recognised name. The rise of social networking has continued to spur proliferation of online personas, but often in ways that intensify corporate mediation of these personas. Debates about online pseudonymity exemplify these tensions, especially when social media corporations attempt to implement “real name policies” that require users to use one, legally recognised name in their online interactions. These debates, however, have broader stakes: they are negotiations over who has the right to control the individual presentation of self, and thus part of a larger conversation about information control and the future of Internet culture. While there was some coverage of these debates in traditional news media, blogs were a key site for examining how real name policies affect oppressed or marginalised groups. To explore these issues, this essay analyses the rhetoric of feminist and anti-racist blog posts that argue for protecting online pseudonymity practices. In general, these sites construct pseudonymity as a technology of resistance and as a vital tool in ensuring that the Internet remains (or becomes) a democratising force. The essay will first provide an overview of the issue and of blog posts about real name policies and gender and/or race, which were selected by the depth and interest of their commentary, and found by search engine or Twitter hashtag using search terms such as “pseudonymity” and “real name policy.” The essay will then explore how these blog posts theorise how real name policies contribute to the broader move toward a surveillance society. Through these arguments, these bloggers reveal that various online communities have vastly different ways of understanding what it means to construct an online persona, and that these varied understandings in turn shape how communities inscribe value (or danger) in pseudonymous Internet practices. Feminist and Anti-Racist Blogger Responses to Real Name Policies While online pseudonymity has long been hotly debated, the conversation intensified following moves by Google-plus to implement “real name policies” in July 2011. Officially these real name policies were intended to improve the experience of users by making it easy to be found online and ensuring that online conversations remained civil. Critics of real name policies often object to the term “real name” and its implication that a pseudonym is a “fake” name. Moreover, proponents of pseudonymity tend to distinguish between pseudonymity and anonymity; a pseudonym is a public persona with relationships, a reputation to uphold, and often years of use. A pseudonym is thus not a way of escaping the responsibilities of having one’s online actions associated with one’s public persona—it is quite the opposite. Nevertheless, defenders of pseudonymity generally argue that both pseudonymity and anonymity must be permitted. Supporters argue that real name policies will enhance the experience of users, and particularly that they will help stop the widespread incivility of many internet comments, on the presumption that using one’s real name will ensure accountability for one’s behavior online. On the other side, many bloggers have argued that the use of real names will not solve these problems and will instead be a threat to the safety and privacy of users, as well as stymieing debate about important or controversial issues. Moreover, many of these bloggers theorise about gender, politics, technology, and identity in ways that resonate well with broader feminist and critical race theory, as well as current conversations about technology and surveillance society. Feminist and other defenses of pseudonymity have used a variety of tactics. One has been to portray pseudonymity as a standard part of Internet culture, and legal names or “wallet names” as an arbitrary way of governing production of public personas. Underlying this framing of pseudonymity as a fundamental part of Internet culture is a long tradition of defining the Internet as a free, open, and democratic space. Internet enthusiasts have long described and prescribed an Internet in which anyone is free to explore and exchange ideas without the ordinary limits imposed by the flesh world, arguing that the Internet encourages more open debate, decentralises networks of knowledge, allows users to try on new identities, and challenges the rigidity of categories and hierarchies that shape knowledge and conversations in the non-virtual world (Rheingold, Plant). Traditionally, pseudonymity and anonymity have been key ways for users to pursue these ends. Thus, the ability to create one or more online personas has, in this conversation, a direct relationship to questions of democracy and about whose practices count as legitimate or valuable in the online world. Additionally, many feminist bloggers frame real name policies as an attempt at corporate control; these policies thus are symbolic to some bloggers of the shift from what they imagine was once a free and open Internet to a corporate-controlled, highly commercialised realm. s.e. smith, for example, writes that “This is what the nymwars are about; a collision between capitalism and the rest of us, where identities are bargaining chips and tools,” with “nym” being the term for the name and persona that one employs online (“The Google+ Nymwars”). Pseudonymity is thus understood by these bloggers as a necessary practice in a democratic Internet, in which one has the right to define one’s own persona online, rather than allowing one’s persona to be defined by a corporation. This framing of pseudonymity as a normalised and valuable part of Internet communication also seems to be an attempt to pre-empt the question of why someone needs a pseudonym if they are not doing anything wrong, but many of the arguments in favor of pseudonyms in fact address this question directly by producing long lists, such as those at geekfeminism and techdirt. In particular, feminist and anti-racist arguments for protecting pseudonymity emphasise that this practice is especially important for women and other marginalised groups, especially since using a real name may expose them to harassment, discrimination, or social consequences. Women who discuss feminism, for example, are sometimes subject to death and rape threats (Hess; Sarkeesian; s.e. smith “On Blogging, Threats, and Silence”). While many feminist bloggers choose to use their real names anyway, most still suggest that pseudonymity must remain a choice anywhere where one seeks to have conversations about issues of import. Moreover, these arguments are a reversal of the claim that real name requirements will stop harassment—while real name policies are purportedly instated to protect the safety of online conversations, many bloggers, pseudonymous and otherwise, suggest that real name policies make women and minorities of all kinds less safe, both online and off-line, and have other negative effects on these groups as well. For instance, Elusis writes that: For minorities, often their name and reputation doesn’t just affect them, it affects their family, and it affects other members of their minority group. Stories of not just outing but of harassment, abuse, and death threats that escalated to the point of being taken seriously by law enforcement (which takes rather a lot). […] Men who get in arguments with other people online don’t get threatened with rape on a regular basis. Unsurprisingly, trans people get abused in this way too. People of color get driven from online spaces** for daring to speak out. (Hyperlinks in original) Likewise, Sarah Stokely writes: As a woman who’s written about feminism online and received anonymous hatemail and death threats for doing so, I would like to preserve my right to post under a pseudonym to keep myself safe in the real world and if I choose, so I’m not identified as a woman online in places where it might not be safe to do so. […] I don’t believe that getting rid of anonymity online will stop bad behaviour like the abuse and death threats I’ve received. I do think that getting rid of anonymity and pseudonymity online will make it easier for people like myself to become targets of abuse and potentially put us in danger. Note that these comments suggest that simply being a woman or member of any kind of minority may make one a target of harassment. Also notice that these comments tend to frame real name policies as an expression of the privileged—real name policies only appear innocuous because of the assumption that the experiences of financially privileged English-speaking white men are universal, and that knowledge of the experiences of marginalised groups is not necessary to design safe and effective policies for consumers of technology. According to feminist blogger critiques of real name policies, it is this privilege that assumes that those using pseudonyms are the “Others” that decent people must be protected from, instead of examining the possibility that those using the pseudonyms might be the ones in danger. A quotation from Geek Feminism, a site whose lengthy discussions of pseudonymity are often cited by bloggers, further illustrates the centrality of privilege to this debate: the writer notes that a proponents of real name policies has dismissed critique by saying, “Don’t say anything in a comment thread that you wouldn’t say in person,” and Geek Feminism responds, “but that sounds like the voice of someone who’s never received abuse or harassment in person” (“Hacker News and Pseudonymity”). The many bloggers who critique the privilege they find responsible for real name policies suggest that beneath conflicts over pseudonymity and accountability online is not the question of how the online world relates to the flesh world, but instead a fundamental disagreement about the nature of accountability and free expression in the flesh world. In this light, attempts to make the online world mimic the accountabilities and social norms of the offline world operate under the assumption that oppression and abuse are not the norm in the flesh world, and that it is Internet technology and Internet culture that has made conversations uncivil or unsafe, and that these should be converted to be more like the flesh world. In this set of assumptions, the flesh world is characterised by respectful and safe interactions, categories of identity are natural as opposed to something that society imposes on individuals, and the existing ways of holding people accountable for their words and actions is very effective at protecting people. Clearly, however, it takes a degree of privilege to characterise the flesh world this way. Thus, the pseudonymity debate is largely about deeper-seated questions on the nature of identity and power in online and offline settings, while appearing to be about the differences between the real world and the online world. Other bloggers have also countered the assumption that real name policies make the Internet safer, often by pointing out that sites that have mandated the use of real names still see a great deal of harassment. s.e. smith, for instance, argues, “If Google really cares about safety, it needs strong, effective, and enforceable site policies. It needs to create a culture of safety, because, well, if your website’s full of assholes, it’s your fault. Real names policies don’t work. Good site policies and the cultivation of a culture of mutual respect do” (“The Google+ Nymwars,” hyperlinks in original). Pseudonyms allow users to participate in important debates online while maintaining a public persona that allows for continued conversations and interactions, which is vital for sustained activism. In this light, policies that take away users’ abilities to control or shape their online personas may force users to choose silence for their own safety. Individual control over online personas is thus both a safety issue and a free speech issue; in direct contradiction to claims that real name policies make users safer and more able to participate in civil discussions. Other pro-pseudonymity bloggers also celebrate the way that a “robust culture of pseudonymity” focuses discussion on ideas rather than the privilege of the speaker, “which, I often think, is why authoritarians and those with authoritarian tendencies hate it” (Paolucci). boyd notes that: the issue of reputation must be turned on its head when thinking about marginalised people. Folks point to the issue of people using pseudonyms to obscure their identity and, in theory, ‘protect’ their reputation. The assumption baked into this is that the observer is qualified to actually assess someone’s reputation. All too often, and especially with marginalised people, the observer takes someone out of context and judges them inappropriately. boyd is one of many bloggers who note that if one’s name is coded as white, Anglo, and male, using one’s real name may often enhance one’s credibility and authority, but if one’s name is coded otherwise, a pseudonym may be helpful; again, assuming that the white male experience is universal allows one to assume that using a real name is a harmless request. In general, these bloggers’ tactics all serve to denaturalise the assumption that a real name is the normal, desirable, and traditional mode of presenting one’s persona, and highlight the ways that real name policies claim to reflect universal concerns but primarily reflect wealthy white men’s experiences with online personas. Information, Power, and Control over Online Personas Additionally, defenders of pseudonymity associate real name policies with the move to a surveillance society, with particular emphasis on corporate surveillance of consumer behavior, also known as the “personal information economy.” Many feminist blogger discussions of pseudonymity note that while real name policies are purportedly intended for safety and protection, they actually allow corporations to amass huge swaths of data about individuals and to keep nearly all the online activities of one person attached to their name. For example blogger much_a_luck writes that: This is exactly the source of trying to pin down who users ‘really’ are. The advertising economy is super-creepy to me, everybody trying to make money by telling people about something someone else is doing, as efficiently as possible. Maybe I'm naive, but I feel like the internet's advertising-driven economy, with it’s [sic] ability to track and target activity, has just blown this whole sector completely out of control. (Paolucci) And indeed the practice of gathering and storing as much information as possible, simply on the chance that an institution might one day use this information, is becoming a more common fear, whether with regard to corporate data mining or recent news stories about privacy and government surveillance. In the larger conversation about surveillance, in fact, it is often the case that while one side argues that information gathering makes everyone safer, an opposition will claim that such measures actually make people vulnerable to abuses of this information. Blogger Space_dinosaur_blue has called real name policies a “security placebo” that claims to stop harassment while actually doing nothing but invading privacy (comment to Paolucci). s.e. smith has argued: What this is really about, of course, is capitalism. […] For the owners of […] sites like Google+ and Facebook, there’s also a big potential to make a profit through the direct commodification of user identities. […] The standards that Google+ sets revolve around the purchase, sale, and exchange of identity, a multibillion dollar industry worldwide. This is what people should be talking about. (“The Google+ Nymwars”) Clearly, the pseudonymity debate resonates in many ways with broader discussions of surveillance, corporate and otherwise. First, scholars have often noted that surveillances practices tend to be more harmful to those in marginalised or oppressed groups, and feminist arguments for pseudonymity reinforce this finding. Additionally, many defenders of pseudonymity point out the dissembling found in companies’ claims that real name policies are there to protect the safety of users and create a civil and decent space for people to interact while actually using the data for marketing research purposes. Framing pseudonymity as anti-social, uncivil, and dangerous, assumes a criminality so to speak, or at the very least, an illegitimacy, on the part of pseudonym users. The rhetorical move here is worth noting: implicitly suggesting that a real name is an inherent part of civility and safety is also suggesting that you have an ethical obligation to those who would compile information about you. In other words, the rules of civility demand that you participate in the corporatisation and commodification of your identity and personal information. Shaping an online persona—or multiple personas—is not an act of creativity or political resistance or freedom; it is assumed to be an act of aggression toward others. We see here a new form of the “good citizenship” argument that characterises the surveillance society. In debates about national security, for instance, acceptance of extensive surveillance of all citizens is framed as a contribution to national security. Here, however, it is not national security but corporate interests that have been inserted as the epitome of the “common good.” In this framework, an anti-corporate approach to personal information appears to be anti-social and even unethical. Commodification of identity is not only the norm but also an obligation of citizenship. Furthermore, as scholars of surveillance have noted (Gilliom and Monahan for instance), social networking creates an environment in which most individuals are participating in creating a surveillance society simply through the level of documentation they voluntarily provide. Again, more and more, willing participation in surveillance practices—making it easy to be surveilled—is becoming part of one’s civic duty. Thus, the debate over pseudonymity is also a debate about the extent to which corporations can expect compliance to the increasingly normalised demands of a surveillance society. And so, for all of these reasons, debates over pseudonymity reveal a host of complex and multi-layered tensions about technology’s influence on the construction of personas, and how these personas are shaped by encroaching forms of surveillance and the marketing of identities. Proponents of pseudonymity use numerous strategies to challenge, subvert, or reconceptualise privileged assumptions about the complex relationships among names, personas, and identities. In doing so, they contribute to an important shift, from the classic question of “What’s in a name?” to “Who wants to know, and why?” References boyd, danah. “‘Real Names’ Policies Are an Abuse of Power.” Zephoria 4 Aug. 2011. 18 Oct. 2013 ‹http://www.zephoria.org/thoughts/archives/2011/08/04/real-names.html›. Coffeeandink. “RaceFail: Once More, with Misdirection.” Coffeeandink 2 Mar. 2009. 18 Oct. 2013 ‹http://coffeeandink.livejournal.com/901816.html›. Elusis. “Don’t Try to Teach Your Internet Grandmother to Suck Eggs: On Anonymity/Pseudonymity.” Elusis 5 Mar. 2009. 18 Oct. 2013 ‹http://elusis.livejournal.com/1891498.html›. Geek Feminism. “Hacker News and Pseudonymity.” Geek Feminism Wiki n.d. 15 Jan. 2014 ‹http://geekfeminism.org/2010/06/10/hacker-news-and-pseudonymity/›. Gilliom, John, and Torin Monahan. SuperVision: An Introduction to the Surveillance Society. Chicago: University of Chicago Press, 2012. Hess, Amanda. “Why Women Aren’t Welcome on the Internet.” Pacific Standard 6 Jan. 2014. 15 Apr. 2014 ‹http://www.psmag.com/navigation/health-and-behavior/women-arent-welcome-internet-72170/›. Masnick, Mike. “What’s in a Name: The Importance of Pseudonymity and the Dangers of Requiring ‘Real Names.’” TechDirt 5 Aug. 2011. 29 Apr. 2014 ‹https://www.techdirt.com/articles/20110805/14103715409/whats-name-importance-pseudonymity-dangers-requiring-real-names.shtml›. Paolucci, Denise. “Real Name Policies: They Just Don’t Work.” Dreamwidth 3 Aug. 2011. 15 Oct. 2013 ‹http://denise.dreamwidth.org/60359.html›. Plant, Sadie. Zeros + Ones: Digital Women and the New Technoculture. New York: Doubleday, 1997. Rheingold, Howard. Smart Mobs: The Next Social Revolution. Cambridge, MA: Basic Books, 2002. Sarkeesian, Anita. “Harassment, Misogyny and Silencing on YouTube.” Feminist Frequency 7 June 2012. 17 Apr. 2014 ‹http://www.feministfrequency.com/2012/06/harassment-misogyny-and-silencing-on-youtube/›. smith, s.e. “The Google+ Nymwars: Where Identity and Capitalism Collide.” Tiger Beatdown 3 Aug. 2011. 18 Oct. 2013 ‹http://tigerbeatdown.com/2011/08/03/the-google-nymwars-where-identity-and-capitalism-collide/›. smith, s.e. “On Blogging, Threats, and Silence.” Tiger Beatdown 11 Oct. 2011. 17 Apr. 2014 ‹http://tigerbeatdown.com/2011/10/11/on-blogging-threats-and-silence/›. Stokely, Sarah. “Why Google Should Allow Anonymous/Pseudonymous Names on Google+.” Sarah Stokely: On Teaching and Participating in Online Media 8 July 2011. 15 Oct. 2013 ‹http://www.sarahstokely.com/blog/2011/07/why-google-should-allow-anonymouspseudonymous-names-on-google/›. “Who Is Harmed by a Real Names Policy?” Geek Feminism Wiki n.d. 15 Oct. 2013 ‹http://geekfeminism.wikia.com/wiki/Who_is_harmed_by_a_%22Real_Names%22_policy%3F›.

Introduction In November 2020, upon learning that the company’s Covid-19 vaccine trial had been successful, the head of Pfizer’s Vaccine Research and Development, Kathrin Jansen, celebrated with champagne – “some really good stuff” (Cohen). Bubbles seem to go naturally with celebration, and champagne is fundamentally associated with bubbles. Yet, until the late-seventeenth century, champagne was a still wine, and it only reached the familiar levels of bubbliness in the late-nineteenth century (Harding). During this period and on into the early twentieth century, “champagne” was in many ways created, defined, and defended. A “champagne bubble” was created, within which the “nature” of champagne was contested and constructed. Champagne today is the result of hundreds of years of labour by many sorts of bubble-makers: those who make the bubbly drink, and those who construct, maintain, and defend the champagne bubble. In this article, I explore some elements of the champagne bubble, in order to understand both its fragility and rigidity over the years and today. Creating the Champagne Bubble – the Labour of Centuries It is difficult to separate the physical from the mythical as regards champagne. Therefore the categorisations below are always overlapping, and embedded in legal, political, economic, and socio-cultural factors. Just as assemblage – the mixing of wine from different grapes – is an essential element of champagne wine, the champagne bubble may be called heterogeneous assemblage. Indeed, the champagne bubble, as we will see below, is a myriad of different sorts of bubbles, such as terroir, appellation, myth and brand. And just as any assemblage, its heterogeneous elements exist and operate in relation to each other. Therefore the “champagne bubble” discussed here is both one and many, all of its elements fundamentally interconnected, constituting that “one” known as “champagne”. It is not my intention to be comprehensive of all the elements, historical and contemporary. Indeed, that would not be possible within such a short article. Instead, I seek to demonstrate some of the complexity of the champagne bubble, noting the elaborate labour that has gone into its creation. The Physical Champagne and Champagne – from Soil to Bubbles Champagne means both a legally protected geographical area (Champagne), and the wine (here: champagne) produced in this area from grapes defined as acceptable: most importantly pinot noir, pinot meunier (“black” grapes), and chardonnay (“white” grape). The method of production, too, is regulated and legally protected: méthode champenoise. Although the same method is used in numerous locations, these must be called something different: metodo classico (Italy), método tradicional (Spain), Methode Cap Classique (South Africa). The geographical area of Champagne was first legally defined in 1908, when it only included the areas of Marne and Aisne, leaving out, most importantly, the area of Aube. This decision led to severe unrest and riots, as the Aube vignerons revolted in 1911, forcing the inclusion of “zone 2”: Aube, Haute-Marne, and Seine-et-Marne (Guy). Behind these regulations was a surge in fraudulent production in the early twentieth century, as well as falling wine prices resulting from increasing supply of cheap wines (Colman 18). These first appellations d’origine had many consequences – they proved financially beneficial for the “zone 1”, but less so for the “zone 2”. When both these areas were brought under the same appellation in 1927, the financial benefits were more limited – but this may have been due to the Great Depression triggered in 1929 (Haeck et al.). It is a long-standing belief that the soil and climate of Champagne are key contributors to the quality of champagne wines, said to be due to “conditions … most suitable for making this type of wine” (Simon 11). Already in the end of the nineteenth century, the editor of Vigneron champenois attributed champagne’s quality to “a fortunate combination of … chalky soil … [and] unrivalled exposure [to the sun]” (Guy 119) among other things. Factors such as soil and climate, commonly included in and expressed through the idea of terroir, undoubtedly influence grapes and wines made thereof, but the extent remains unproven. Indeed, terroir itself is a very contested concept (Teil; Inglis and Almila). It is also the case that climate change has had, and will continue to have, devastating effects on wine production in many areas, while benefiting others. The highly successful English sparkling wine production, drawing upon know-how from the Champagne area, has been enabled by the warming climate (Inglis), while Champagne itself is at risk of becoming too hot (Robinson). Champagne is made through a process more complicated than most wines. I present here the bare bones of it, to illustrate the many challenges that had to be overcome to enable its production in the scale we see today. Freshly picked grapes are first pressed and the juice is fermented. Grape juice contains natural yeasts and therefore will ferment spontaneously, but fermentation can also be started with artificial yeasts. In fermentation, alcohol and carbon dioxide (CO2) are formed, but the latter usually escapes the liquid. The secret of champagne is its second fermentation, which happens in bottles, after wines from different grapes and/or vineyards have been blended for desired characteristics (assemblage). For the second fermentation, yeast and sugar are added. As the fermentation happens inside a bottle, the CO2 that is created does not escape, but dissolves into the wine. The average pressure inside a champagne bottle in serving temperature is around 5 bar – 5 times the pressure outside the bottle (Liger-Belair et al.). The obvious challenge this method poses has to do with managing the pressure. Exploding bottles used to be a common problem, and the manner of sealing bottles was not very developed, either. Seventeenth-century developments in bottle-making, and using corks to seal bottles, enabled sparkling wines to be produced in the first place (Leszczyńska; Phillips 137). Still today, champagne comes in heavy-bottomed bottles, sealed with characteristically shaped cork, which is secured with a wire cage known as muselet. Scientific innovations, such as calculating the ideal amount of sugar for the second fermentation in 1836, also helped to control the amount of gas formed during the second fermentation, thus making the behaviour of the wine more predictable (Leszczyńska 265). Champagne is characteristically a “manufactured” wine, as it involves several steps of interference, from assemblage to dosage – sugar added for flavour to most champagnes after the second fermentation (although there are also zero dosage champagnes). This lends champagne particularly suitable for branding, as it is possible to make the wine taste the same year after year, harvest after harvest, and thus create a distinctive and recognisable house style. It is also possible to make champagnes for different tastes. During the nineteenth century, champagnes of different dosage were made for different markets – the driest for the British, the sweetest for the Russians (Harding). Bubbles are probably the most striking characteristic of champagne, and they are enabled by the complicated factors described above. But they are also formed when the champagne is poured in a glass. Natural impurities on the surface of the glass provide channels through which the gas pockets trapped in the wine can release themselves, forming strains of rising bubbles (Liger-Belair et al.). Champagne glasses have for centuries differed from other wine glasses, often for aesthetic reasons (Harding). The bubbles seem to do more than give people aesthetic pleasure and sensory experiences. It is often claimed that champagne makes you drunk faster than other drinks would, and there is, indeed, some (limited) research showing that this may well be the case (Roberts and Robinson; Ridout et al.). The Mythical Champagne – from Dom Pérignon to Modern Wonders Just as the bubbles in a champagne glass are influenced by numerous forces, so the metaphorical champagne bubble is subject to complex influences. Myth-creation is one of the most significant of these. The origin of champagne as sparkling wine is embedded in the myth of Dom Pérignon of Hautvillers monastery (1638–1715), who according to the legend would have accidentally developed the bubbles, and then enthusiastically exclaimed “I am drinking the stars!” (Phillips 138). In reality, bubbles are a natural phenomenon provoked by winter temperatures deactivating the fermenting yeasts, and spring again reactivating them. The myth of Dom Pérignon was first established in the nineteenth century and quickly embraced by the champagne industry. In 1937, Moët et Chandon launched a premium champagne called Dom Pérignon, which enjoys high reputation until this day (Phillips). The champagne industry has been active in managing associations connected with champagne since the nineteenth century. Sparkling champagnes had already enjoyed fashionability in the later seventeenth and early eighteenth century, both in the French Court, and amongst the British higher classes. In the second half of the nineteenth century, champagne found ever increasing markets abroad, and the clientele was not aristocratic anymore. Before the 1860s, champagne’s association was with high status celebration, as well as sexual activity and seduction (Harding; Rokka). As the century went on, and champagne sales radically increased, associations with “modernity” were added: “hot-air balloons, towering steamships, transcontinental trains, cars, sports, and other ‘modern’ wonders were often featured in quickly proliferating champagne advertising” (Rokka 280). During this time, champagne grew both drier and more sparkling, following consumer tastes (Harding). Champagne’s most important markets in later nineteenth century included the UK, where the growing middle classes consumed champagne for both celebration and hospitality (Harding), the US, where (upper) middle-class women were served champagne in new kinds of consumer environments (Smith; Remus), and Russia, where the upper classes enjoyed sweeter champagne – until the Revolution (Phillips 296). The champagne industry quickly embraced the new middle classes in possession of increasing wealth, as well as new methods of advertising and marketing. What is remarkable is that they managed to integrate enormously varied cultural thematics and still retain associations with aristocracy and luxury, while producing and selling wine in industrial scale (Harding; Rokka). This is still true today: champagne retains a reputation of prestige, despite large-scale branding, production, and marketing. Maintaining and Defending the Bubble: Formulas, Rappers, and the Absolutely Fabulous Tipplers The falling wine prices and increasing counterfeit wines coincided with Europe’s phylloxera crisis – the pest accidentally brought over from North America that almost wiped out all Europe’s vineyards. The pest moved through Champagne in the 1890s, killing vines and devastating vignerons (Campbell). The Syndicat du Commerce des vins de Champagne had already been formed in 1882 (Rokka 280). Now unions were formed to fight phylloxera, such as the Association Viticole Champenoise in 1898. The 1904 Fédération Syndicale des Vignerons was formed to lobby the government to protect the name of Champagne (Leszczyńska 266) – successfully, as we have seen above. The financial benefits from appellations were certainly welcome, but short-lived. World War I treated Champagne harshly, with battle lines stuck through the area for years (Guy 187). The battle went on also in the lobbying front. In 1935, a new appellation regime was brought into law, which came to be the basis for all European systems, and the Comité National des appellations d'origine (CNAO) was founded (Colman 1922). Champagne’s protection became increasingly international, and continues to be so today under EU law and trade deals (European Commission). The post-war recovery of champagne relied on strategies used already in the “golden years” – marketing and lobbying. Advertising continued to embrace “luxury, celebration, transport (extending from air travel to the increasingly popular automobile), modernity, sports” (Guy 188). Such advertisement must have responded accurately to the mood of post-war, pre-depression Europe. Even in the prohibition US it was known that the “frivolous” French women might go as far as bathe in champagne, like the popular actress Mistinguett (Young 63). Curiously, in the 1930s Soviet Russia, “champagne” (not produced in Champagne) was declared a sign of good living, symbolising the standard of living that any Soviet worker had access to (at least in theory) (Gronow). Today, the reputation of champagne is fiercely defended in legal terms. This is not only in terms of protection against other sparkling wine making areas, but also in terms of exploitation of champagne’s reputation by actors in other commercial fields, and even against mass market products containing genuine champagne (Mahy and d’Ath; Schneider and Nam). At the same time, champagne has been widely “democratised” by mass production, enabled partly by increasing mechanisation and scientification of champagne production from the 1950s onwards (Leszczyńska 266). Yet champagne retains its association with prestige, luxury, and even royalty. This has required some serious adaptation and flexibility. In what follows, I look into three cultural phenomena that illuminate processes of such adaptation: Formula One (F1) champagne spraying, the 1990s sitcom Absolutely Fabulous, and the Cristal racism scandal in 2006. The first champagne bottle is said to have been presented to F1 grand prix winner in Champagne in 1950 (Wheels24). Such a gesture would have been fully in line with champagne’s association with cars, sport, and modernity. But what about the spraying? Surely that is not in line with the prestige of the wine? The first spraying is attributed to Jo Siffert in 1966 and Dan Gurney in 1967, the former described as accidental, the latter as a spontaneous gesture of celebration (Wheels24; Dobie). Moët had become the official supplier of F1 champagnes in 1966, and there are no signs that the new custom would have been problematic for them, as their sponsorship continued until 1999, after which Mumm sponsored the sport for 15 years. Today, the champagne to be popped and sprayed is Chanson, in special bottles “coated in the same carbon fibre that F1 cars are made of” (Wheels24). Such an iconic status has the spraying gained that it features in practically all TV broadcasts concerning F1, although non-alcoholic substitute is used in countries where sale of alcohol is banned (Barker et al., “Quantifying”; Barker et al., “Alcohol”). As disturbing as the champagne spraying might look for a wine snob, it is perfectly in line with champagne’s marketing history and entrepreneurial spirit shown since the nineteenth century. Nor is it unheard of to let champagne spray. The “art” of sabrage, opening champagne bottle with a sable, associated with glamour, spectacle, and myth – its origin is attributed to Napoleon and his officers – is perfectly acceptable even for the snob. Sparkling champagne was always bound up with joy and celebration, not a solemn drink, and the champagne bubble was able to accommodate middle classes as well as aristocrats. This brings us to our second example, the British sitcom Absolutely Fabulous. The show, first released in 1992, featured two women, “Eddy” (Jennifer Saunders) and “Patsy” (Joanna Lumley), who spent their time happily smoking, taking drugs, and drinking large quantities of “Bolly” (among other things). Bollinger champagne may have initially experienced “a bit of a shock” for being thus addressed, but soon came to see the benefits of fame (French). In 2005, they hired PR support to make better use of the brand’s “Ab Fab” recognisability, and to improve its prestige reputation in order to justify their higher price range (Cann). Saunders and Lumley were warmly welcomed by the Bollinger house when filming for their champagne tour Absolutely Champers (2017). It is befitting indeed that such controversial fame came from the UK, the first country to discover sparkling champagne outside France (Simon 48), and where the aspirational middle classes were keen to consume it already in the nineteenth century (Harding). More controversial still is the case of Cristal (made by Louis Roederer) and the US rap world. Enthusiastically embraced by the “bling-bling” world of (black) rappers, champagne seems to fit their ethos well. Cristal was long favoured as both a drink and a word in rap lyrics. But in 2006, the newly appointed managing director at the family owned Roederer, Frédéric Rouzaud, made comments considered racist by many (Woodland). Rouzard told in an interview with The Economist that the house observed the Cristal-rap association “with curiosity and serenity”. He reportedly continued: “but what can we do? We can’t forbid people from buying it. I’m sure Dom Pérignon or Krug would be delighted to have their business”. It was indeed those two brands that the rapper Jay-Z replaced Cristal with, when calling for a boycott on Cristal. It would be easy to dismiss Rouzard’s comments as snobbery, or indeed as racism, but they merit some more reflection. Cristal is the premium wine of a house that otherwise does not enjoy high recognisability. While champagne’s history involves embracing new sorts of clientele, and marketing flexibly to as many consumer groups as possible (Rokka), this was the first spectacular crossing of racial boundaries. It was always the case that different houses and their different champagnes were targeted at different clienteles, and it is apparent that Cristal was not targeted at black rap artists. Whereas Bollinger was able to turn into a victory the questionable fame brought by the white middle-class association of Absolutely Fabulous, the more prestigious Cristal considered the attention of the black rapper world more threatening and acted accordingly. They sought to defend their own brand bubble, not the larger champagne bubble. Cristal’s reputation seems to have suffered little – its 2008 vintage, launched in 2018, was the most traded wine of that year (Schultz). Jay-Z’s purchase of his own champagne brand (Armand de Brignac, nicknamed Ace of Spades) has been less successful reputation-wise (Greenburg). It is difficult to break the champagne bubble, and it may be equally difficult to break into it. Conclusion In this article, I have looked into the various dilemmas the “bubble-makers” of Champagne encountered when fabricating what is today known as “champagne”. There have been moments of threat to the bubble they formed, such as in the turn of nineteenth and twentieth centuries, and eras of incomparable success, such as from the 1860s to 1880s. The discussion has demonstrated the remarkable flexibility with which the makers and defenders of champagne have responded to challenges, and dealt with material, socio-cultural, economic, and other problems. It feels appropriate to end with a note on the current challenge the champagne industry faces: Covid-19. The pandemic hit champagne sales exceptionally hard, leaving around 100 million bottles unsold (Micallef). This was not very surprising, given the closure of champagne-selling venues, banning of public and private celebrations, and a general mood not particularly prone to (or even likely to frown upon) such light-hearted matters as glamour and champagne. Champagne has survived many dramatic drops in sales during the twentieth century, such as the Great Depression of the 1930s, and the post-financial crisis collapse in 2009. Yet they seem to be able to make astonishing recoveries. 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