Academic literature on the topic 'Wool Australia Marketing'

From the mid-nineteenth century, raw wool became a global commodity as new producing countries in the Southern Hemisphere supplied the world's growing textile industries in the North. The selling practices of these big-five exporters—Australia, New Zealand, South Africa, Argentina, and Uruguay—ranged from auction through a hybrid of auction and private sale to exclusively private sale. We explore why these countries persisted with different marketing arrangements, contradicting two streams of literature on institutions: isomorphism and the new institutional economics. The article makes several important contributions through blending distinct branches of theory and by focusing on the international constraints to convergence in an earlier period of globalization.

Purpose The purpose of this paper is to investigate consumer willingness to pay a premium for domestically manufactured products in the context of a buy-national campaign and the role of congruity in determining that willingness. Design/methodology/approach A market-stall-like context was used to conduct a stated-preference choice modelling experiment in six major cities in Australia and New Zealand. Participants were asked to choose one of three country-source alternatives for each of three product categories on display (muesli bars, toilet paper and a merino wool garment) with and without “Buy Australian Made” or “Buy New Zealand Made” stickers. A total sample of 2,160 consumers participated. Findings Strong evidence for the existence of buy-made-in effects for the muesli bar and toilet paper categories was found at the 95 per cent confidence level. Domestically made toilet paper attracted a premium in Australia (10 per cent) but a discount in New Zealand (5 per cent). Consumers in both countries indicated their willingness to pay a 14 per cent premium for domestically made muesli bars. Research limitations/implications This research design, which aimed to achieve a high level of ecological validity, precluded direct quantitative measurement of product category-COO schema congruency in the same experiment, either before or after the choice experiments. Future studies in other countries and product categories would benefit from surveying a separate sample of the same populations to directly estimate cross-population differences in COO “extreme affect” and product-COO congruence to strengthen the untangling of possibly confounding effects. Practical implications Brand managers, retail sector organisations and governments may need to reconsider the rationale for participating in buy-national campaigns, given the lack of generalisability of buy-made-in price premiums. Originality/value This paper is a rare example of an experiment to test whether consumers are willing to pay a premium for domestically made products in the context of a buy-national campaign.

There is considerable interest in integrating deep-rooted perennial plants into the dryland farming systems of southern Australia as soil, water supplies and biodiversity are continually threatened by salinity. In addition to wood products, trees could provide new products, such as bioenergy, environmental services, such as the sequestration of carbon, reductions in recharge to groundwater and biodiversity protection. Before marketing these services, it is necessary to determine the optimal distribution of trees across the landscape, in terms of land suitability, their productivity, and proximity to existing processing and transport infrastructure. Similarly, understanding how recharge varies across landscapes will allow the targeting of trees to areas where they are most needed for salinity control. Catchment scale (1:100 000) soil and landform datasets are now available across much of the agricultural area of Australia. While these data are at a scale inappropriate for management at the enterprise (farm) scale, they will allow broad planning for new plant-based industries, such as whether there is sufficient suitable land available before embarking on a new enterprise and the likely productivity of that land. In this paper, we outline an approach that combines existing soil and landform data with estimates of climate to produce estimates of likely wood yield, carbon sequestration and potential for recharge to groundwater. Using the 283 686 ha Collie catchment of south-western Australia as an example, this analysis indicated broad areas where land is suitable for forestry, where forestry is unlikely to succeed, or where it was not required because leakage to groundwater is negligible. It also provides broad estimates of wood production and carbon sequestration. The approach is applicable to the integration of deep-rooted perennial plants into farming systems in other regions confronted with multiple natural resource management issues.

IntroductionFood Studies is a relatively recent area of research enquiry in Australia and Magazine Studies is even newer (Le Masurier and Johinke), with the consequence that Australian culinary magazines are only just beginning to be investigated. Moreover, although many major libraries have not thought such popular magazines worthy of sustained collection (Fox and Sornil), considering these publications is important. As de Certeau argues, it can be of considerable consequence to identify and analyse everyday practices (such as producing and reading popular magazines) that seem so minor and insignificant as to be unworthy of notice, as these practices have the ability to affect our lives. It is important in this case as these publications were part of the post-war gastronomic environment in Australia in which national tastes in domestic cookery became radically internationalised (Santich). To further investigate Australian magazines, as well as suggesting how these cosmopolitan eating habits became more widely embraced, this article will survey the various ways in which the idea of “abroad” is expressed in one Australian culinary serial from the post-war period, Australian Wines & Food Quarterly magazine, which was published from 1956 to 1960. The methodological approach taken is an historically-informed content analysis (Krippendorff) of relevant material from these magazines combined with germane media data (Hodder). All issues in the serial’s print run have been considered.Australian Post-War Culinary PublishingTo date, studies of 1950s writing in Australia have largely focused on literary and popular fiction (Johnson-Wood; Webby) and literary criticism (Bird; Dixon; Lee). There have been far fewer studies of non-fiction writing of any kind, although some serial publications from this time have attracted some attention (Bell; Lindesay; Ross; Sheridan; Warner-Smith; White; White). In line with studies internationally, groundbreaking work in Australian food history has focused on cookbooks, and includes work by Supski, who notes that despite the fact that buying cookbooks was “regarded as a luxury in the 1950s” (87), such publications were an important information source in terms of “developing, consolidating and extending foodmaking knowledge” at that time (85).It is widely believed that changes to Australian foodways were brought about by significant post-war immigration and the recipes and dishes these immigrants shared with neighbours, friends, and work colleagues and more widely afield when they opened cafes and restaurants (Newton; Newton; Manfredi). Although these immigrants did bring new culinary flavours and habits with them, the overarching rhetoric guiding population policy at this time was assimilation, with migrants expected to abandon their culture, language, and habits in favour of the dominant British-influenced ways of living (Postiglione). While migrants often did retain their foodways (Risson), the relationship between such food habits and the increasingly cosmopolitan Australian food culture is much more complex than the dominant cultural narrative would have us believe. It has been pointed out, for example, that while the haute cuisine of countries such as France, Italy, and Germany was much admired in Australia and emulated in expensive dining (Brien and Vincent), migrants’ own preference for their own dishes instead of Anglo-Australian choices, was not understood (Postiglione). Duruz has added how individual diets are eclectic, “multi-layered and hybrid” (377), incorporating foods from both that person’s own background with others available for a range of reasons including availability, cost, taste, and fashion. In such an environment, popular culinary publishing, in terms of cookbooks, specialist magazines, and recipe and other food-related columns in general magazines and newspapers, can be posited to be another element contributing to this change.Australian Wines & Food QuarterlyAustralian Wines & Food Quarterly (AWFQ) is, as yet, a completely unexamined publication, and there appears to be only three complete sets of this magazine held in public collections. It is important to note that, at the time it was launched in the mid-1950s, food writing played a much less significant part in Australian popular publishing than it does today, with far fewer cookbooks released than today, and women’s magazines and the women’s pages of newspapers containing only small recipe sections. In this environment, a new specialist culinary magazine could be seen to be timely, an audacious gamble, or both.All issues of this magazine were produced and printed in, and distributed from, Melbourne, Australia. Although no sales or distribution figures are available, production was obviously a struggle, with only 15 issues published before the magazine folded at the end of 1960. The title of the magazine changed over this time, and issue release dates are erratic, as is the method in which volumes and issues are numbered. Although the number of pages varied from 32 up to 52, and then less once again, across the magazine’s life, the price was steadily reduced, ending up at less than half the original cover price. All issues were produced and edited by Donald Wallace, who also wrote much of the content, with contributions from family members, including his wife, Mollie Wallace, to write, illustrate, and produce photographs for the magazine.When considering the content of the magazine, most is quite familiar in culinary serials today, although AWFQ’s approach was radically innovative in Australia at this time when cookbooks, women’s magazines, and newspaper cookery sections focused on recipes, many of which were of cakes, biscuits, and other sweet baking (Bannerman). AWFQ not only featured many discursive essays and savory meals, it also featured much wine writing and review-style content as well as information about restaurant dining in each issue.Wine-Related ContentWine is certainly the most prominent of the content areas, with most issues of the magazine containing more wine-related content than any other. Moreover, in the early issues, most of the food content is about preparing dishes and/or meals that could be consumed alongside wines, although the proportion of food content increases as the magazine is published. This wine-related content takes a clearly international perspective on this topic. While many articles and advertisements, for example, narrate the long history of Australian wine growing—which goes back to early 19th century—these articles argue that Australia's vineyards and wineries measure up to international, and especially French, examples. In one such example, the author states that: “from the earliest times Australia’s wines have matched up to world standard” (“Wine” 25). This contest can be situated in Australia, where a leading restaurant (Caprice in Sydney) could be seen to not only “match up to” but also, indeed to, “challenge world standards” by serving Australian wines instead of imports (“Sydney” 33). So good, indeed, are Australian wines that when foreigners are surprised by their quality, this becomes newsworthy. This is evidenced in the following excerpt: “Nearly every English businessman who has come out to Australia in the last ten years … has diverted from his main discussion to comment on the high quality of Australian wine” (Seppelt, 3). In a similar nationalist vein, many articles feature overseas experts’ praise of Australian wines. Thus, visiting Italian violinist Giaconda de Vita shows a “keen appreciation of Australian wines” (“Violinist” 30), British actor Robert Speaight finds Grange Hermitage “an ideal wine” (“High Praise” 13), and the Swedish ambassador becomes their advocate (Ludbrook, “Advocate”).This competition could also be located overseas including when Australian wines are served at prestigious overseas events such as a dinner for members of the Overseas Press Club in New York (Australian Wines); sold from Seppelt’s new London cellars (Melbourne), or the equally new Australian Wine Centre in Soho (Australia Will); or, featured in exhibitions and promotions such as the Lausanne Trade Fair (Australia is Guest;“Wines at Lausanne), or the International Wine Fair in Yugoslavia (Australia Wins).Australia’s first Wine Festival was held in Melbourne in 1959 (Seppelt, “Wine Week”), the joint focus of which was the entertainment and instruction of the some 15,000 to 20,000 attendees who were expected. At its centre was a series of free wine tastings aiming to promote Australian wines to the “professional people of the community, as well as the general public and the housewife” (“Melbourne” 8), although admission had to be recommended by a wine retailer. These tastings were intended to build up the prestige of Australian wine when compared to international examples: “It is the high quality of our wines that we are proud of. That is the story to pass on—that Australian wine, at its best, is at least as good as any in the world and better than most” (“Melbourne” 8).There is also a focus on promoting wine drinking as a quotidian habit enjoyed abroad: “We have come a long way in less than twenty years […] An enormous number of husbands and wives look forward to a glass of sherry when the husband arrives home from work and before dinner, and a surprising number of ordinary people drink table wine quite un-selfconsciously” (Seppelt, “Advance” 3). However, despite an acknowledged increase in wine appreciation and drinking, there is also acknowledgement that this there was still some way to go in this aim as, for example, in the statement: “There is no reason why the enjoyment of table wines should not become an Australian custom” (Seppelt, “Advance” 4).The authority of European experts and European habits is drawn upon throughout the publication whether in philosophically-inflected treatises on wine drinking as a core part of civilised behaviour, or practically-focused articles about wine handling and serving (Keown; Seabrook; “Your Own”). Interestingly, a number of Australian experts are also quoted as stressing that these are guidelines, not strict rules: Crosby, for instance, states: “There is no ‘right wine.’ The wine to drink is the one you like, when and how you like it” (19), while the then-manager of Lindemans Wines is similarly reassuring in his guide to entertaining, stating that “strict adherence to the rules is not invariably wise” (Mackay 3). Tingey openly acknowledges that while the international-style of regularly drinking wine had “given more dignity and sophistication to the Australian way of life” (35), it should not be shrouded in snobbery.Food-Related ContentThe magazine’s cookery articles all feature international dishes, and certain foreign foods, recipes, and ways of eating and dining are clearly identified as “gourmet”. Cheese is certainly the most frequently mentioned “gourmet” food in the magazine, and is featured in every issue. These articles can be grouped into the following categories: understanding cheese (how it is made and the different varieties enjoyed internationally), how to consume cheese (in relation to other food and specific wines, and in which particular parts of a meal, again drawing on international practices), and cooking with cheese (mostly in what can be identified as “foreign” recipes).Some of this content is produced by Kraft Foods, a major advertiser in the magazine, and these articles and recipes generally focus on urging people to eat more, and varied international kinds of cheese, beyond the ubiquitous Australian cheddar. In terms of advertorials, both Kraft cheeses (as well as other advertisers) are mentioned by brand in recipes, while the companies are also profiled in adjacent articles. In the fourth issue, for instance, a full-page, infomercial-style advertisement, noting the different varieties of Kraft cheese and how to serve them, is published in the midst of a feature on cooking with various cheeses (“Cooking with Cheese”). This includes recipes for Swiss Cheese fondue and two pasta recipes: spaghetti and spicy tomato sauce, and a so-called Italian spaghetti with anchovies.Kraft’s company history states that in 1950, it was the first business in Australia to manufacture and market rindless cheese. Through these AWFQ advertisements and recipes, Kraft aggressively marketed this innovation, as well as its other new products as they were launched: mayonnaise, cheddar cheese portions, and Cracker Barrel Cheese in 1954; Philadelphia Cream Cheese, the first cream cheese to be produced commercially in Australia, in 1956; and, Coon Cheese in 1957. Not all Kraft products were seen, however, as “gourmet” enough for such a magazine. Kraft’s release of sliced Swiss Cheese in 1957, and processed cheese slices in 1959, for instance, both passed unremarked in either the magazine’s advertorial or recipes.An article by the Australian Dairy Produce Board urging consumers to “Be adventurous with Cheese” presented general consumer information including the “origin, characteristics and mode of serving” cheese accompanied by a recipe for a rich and exotic-sounding “Wine French Dressing with Blue Cheese” (Kennedy 18). This was followed in the next issue by an article discussing both now familiar and not-so familiar European cheese varieties: “Monterey, Tambo, Feta, Carraway, Samsoe, Taffel, Swiss, Edam, Mozzarella, Pecorino-Romano, Red Malling, Cacio Cavallo, Blue-Vein, Roman, Parmigiano, Kasseri, Ricotta and Pepato” (“Australia’s Natural” 23). Recipes for cheese fondues recur through the magazine, sometimes even multiple times in the same issue (see, for instance, “Cooking With Cheese”; “Cooking With Wine”; Pain). In comparison, butter, although used in many AWFQ’s recipes, was such a common local ingredient at this time that it was only granted one article over the entire run of the magazine, and this was largely about the much more unusual European-style unsalted butter (“An Expert”).Other international recipes that were repeated often include those for pasta (always spaghetti) as well as mayonnaise made with olive oil. Recurring sweets and desserts include sorbets and zabaglione from Italy, and flambéd crepes suzettes from France. While tabletop cooking is the epitome of sophistication and described as an international technique, baked Alaska (ice cream nestled on liquor-soaked cake, and baked in a meringue shell), hailing from America, is the most featured recipe in the magazine. Asian-inspired cuisine was rarely represented and even curry—long an Anglo-Australian staple—was mentioned only once in the magazine, in an article reprinted from the South African The National Hotelier, and which included a recipe alongside discussion of blending spices (“Curry”).Coffee was regularly featured in both articles and advertisements as a staple of the international gourmet kitchen (see, for example, Bancroft). Articles on the history, growing, marketing, blending, roasting, purchase, percolating and brewing, and serving of coffee were common during the magazine’s run, and are accompanied with advertisements for Bushell’s, Robert Timms’s and Masterfoods’s coffee ranges. AWFQ believed Australia’s growing coffee consumption was the result of increased participation in quality internationally-influenced dining experiences, whether in restaurants, the “scores of colourful coffee shops opening their doors to a new generation” (“Coffee” 39), or at home (Adams). Tea, traditionally the Australian hot drink of choice, is not mentioned once in the magazine (Brien).International Gourmet InnovationsAlso featured in the magazine are innovations in the Australian food world: new places to eat; new ways to cook, including a series of sometimes quite unusual appliances; and new ways to shop, with a profile of the first American-style supermarkets to open in Australia in this period. These are all seen as overseas innovations, but highly suited to Australia. The laws then controlling the service of alcohol are also much discussed, with many calls to relax the licensing laws which were seen as inhibiting civilised dining and drinking practices. The terms this was often couched in—most commonly in relation to the Olympic Games (held in Melbourne in 1956), but also in relation to tourism in general—are that these restrictive regulations were an embarrassment for Melbourne when considered in relation to international practices (see, for example, Ludbrook, “Present”). This was at a time when the nightly hotel closing time of 6.00 pm (and the performance of the notorious “six o’clock swill” in terms of drinking behaviour) was only repealed in Victoria in 1966 (Luckins).Embracing scientific approaches in the kitchen was largely seen to be an American habit. The promotion of the use of electricity in the kitchen, and the adoption of new electric appliances (Gas and Fuel; Gilbert “Striving”), was described not only as a “revolution that is being wrought in our homes”, but one that allowed increased levels of personal expression and fulfillment, in “increas[ing] the time and resources available to the housewife for the expression of her own personality in the management of her home” (Gilbert, “The Woman’s”). This mirrors the marketing of these modes of cooking and appliances in other media at this time, including in newspapers, radio, and other magazines. This included features on freezing food, however AWFQ introduced an international angle, by suggesting that recipe bases could be pre-prepared, frozen, and then defrosted to use in a range of international cookery (“Fresh”; “How to”; Kelvinator Australia). The then-new marvel of television—another American innovation—is also mentioned in the magazine ("Changing concepts"), although other nationalities are also invoked. The history of the French guild the Confrerie de la Chaine des Roitisseurs in 1248 is, for instance, used to promote an electric spit roaster that was part of a state-of-the-art gas stove (“Always”), and there are also advertisements for such appliances as the Gaggia expresso machine (“Lets”) which draw on both Italian historical antecedence and modern science.Supermarket and other forms of self-service shopping are identified as American-modern, with Australia’s first shopping mall lauded as the epitome of utopian progressiveness in terms of consumer practice. Judged to mark “a new era in Australian retailing” (“Regional” 12), the opening of Chadstone Regional Shopping Centre in suburban Melbourne on 4 October 1960, with its 83 tenants including “giant” supermarket Dickens, and free parking for 2,500 cars, was not only “one of the most up to date in the world” but “big even by American standards” (“Regional” 12, italics added), and was hailed as a step in Australia “catching up” with the United States in terms of mall shopping (“Regional” 12). This shopping centre featured international-styled dining options including Bistro Shiraz, an outdoor terrace restaurant that planned to operate as a bistro-snack bar by day and full-scale restaurant at night, and which was said to offer diners a “Persian flavor” (“Bistro”).ConclusionAustralian Wines & Food Quarterly was the first of a small number of culinary-focused Australian publications in the 1950s and 1960s which assisted in introducing a generation of readers to information about what were then seen as foreign foods and beverages only to be accessed and consumed abroad as well as a range of innovative international ideas regarding cookery and dining. For this reason, it can be posited that the magazine, although modest in the claims it made, marked a revolutionary moment in Australian culinary publishing. As yet, only slight traces can be found of its editor and publisher, Donald Wallace. The influence of AWFQ is, however, clearly evident in the two longer-lived magazines that were launched in the decade after AWFQ folded: Australian Gourmet Magazine and The Epicurean. Although these serials had a wider reach, an analysis of the 15 issues of AWFQ adds to an understanding of how ideas of foods, beverages, and culinary ideas and trends, imported from abroad were presented to an Australian readership in the 1950s, and contributed to how national foodways were beginning to change during that decade.ReferencesAdams, Jillian. “Australia’s American Coffee Culture.” Australian Journal of Popular Culture 2.1 (2012): 23–36.“Always to Roast on a Turning Spit.” The Magazine of Good Living: Australian Wines and Food 4.2 (1960): 17.“An Expert on Butter.” The Magazine of Good Living: The Australian Wine & Food 4.1 (1960): 11.“Australia Is Guest Nation at Lausanne.” The Magazine of Good Living: Australian Wines and Food 4.2 (1960): 18–19.“Australia’s Natural Cheeses.” The Magazine of Good Living: The Australian Wine & Food 4.1 (1960): 23.“Australia Will Be There.” The Magazine of Good Living: Australian Wines and Food 4.2 (1960): 14.“Australian Wines Served at New York Dinner.” Australian Wines & Food Quarterly 1.5 (1958): 16.“Australia Wins Six Gold Medals.” Australian Wines & Food: The Magazine of Good Living 2.11 (1959/1960): 3.Bancroft, P.A. “Let’s Make Some Coffee.” The Magazine of Good Living: The Australian Wine & Food 4.1 (1960): 10. 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IntroductionThis article is about the transformation of coffee, from having no place in the everyday lives of the people of Bangladesh, to a new position as a harbinger of liberal values and Western culture. The context is a group of Australian photojournalism students who embarked on a month-long residency in Bangladesh; the content is a Nescafé advertisement encouraging the young, middle-class Bangladesh audience to consume coffee, in a marketing campaign that promotes “my first cup.” For the Australian students, the marketing positioning of this advertising campaign transformed instant coffee into a strange and unfamiliar commodity. At the same time, the historic association between Bangladesh and tea prompted one of the photographers to undertake her own journey to explore the hidden side of that other Western staple. This paper explores the tradition of tea culture in Bangladesh and the marketing campaign for instant coffee within this culture, combining the authors’ experiences and perspectives. The outline of the Photomedia unit in the Bachelor of Creative Industries degree that the students were working towards at Edith Cowan University (ECU) in Australia states that:students will engage with practices, issues and practicalities of working as a photojournalist in an international, cross cultural context. Students will work in collaboration with students of Pathshala: South Asian Institute of Photography, Dhaka Bangladesh in the research, production and presentation of stories related to Bangladeshi society and culture for distribution to international audiences (ECU). The sixteen students from Perth, living and working in Bangladesh between 5 January and 7 February 2012, exhibited a diverse range of cultures, contexts, and motivations. Young Australians, along with a number of ECU’s international students, including some from Norway, China and Sweden, were required to learn first-hand about life in Bangladesh, one of the world’s poorest and most densely populated countries. Danielle Fusco and ECU lecturer Duncan Barnes collaborated with staff and students of Pathshala, South Asian Media Institute (Pathshala). Their recollections and observations on tea production and the location are central to this article but it is the questions asked by the group about the marketing of instant coffee into this culture that provides its tensions. Fusco completed a week-long induction and then travelled in Bangladesh for a fortnight to research and photograph individual stories on rural and urban life. Barnes here sets the scene for the project, describing the expectations and what actually happened: When we travel to countries that are vastly different to our own it is often to seek out that difference; to go in search of the romanticised ideals that have been portrayed as paradise in films, books and photographs. “The West” has long been fascinated with “The East” (Said) and for the past half century, since the hippie treks to Marrakesh and Afghanistan, people have journeyed overland to the Indian sub-continent, both from Europe and from Australia, yearning for a cultural experience they cannot find at home. Living in Perth, Western Australia, sometimes called the most isolated capital city in the world, that pull to something “different” is like a magnet. Upon arrival in Dhaka, you find yourself deliciously overwhelmed by the heavy traffic, the crowded markets, the spicy foods and the milky lassie drinks. It only takes a few stomach upsets to make your Western appetite start kicking in and you begin craving things you have at home but that are hard to find in Bangladesh. Take coffee for example. I recently completed a month-long visit to Bangladesh, which, like India, is a nation of tea drinkers. Getting any kind of good coffee requires that you be in what expatriates call “the Golden Triangle” of Dhaka city—within the area contained by Gulshan-Banani-Baridhara. Here you find the embassies and a sizeable expatriate community that constitutes a Western bubble unrepresentative of Bangladesh beyond these districts. Coffee World is an example of a Western-style café chain that, as the name suggests, serves coffee beverages. It has trouble making a quality flat white. The baristas are poorly trained, the service is painfully slow, yet the prices are comparable to those in the West. Even with these disadvantages, it is frequented by Westerners who also make use of the free WiFi. In contrast, tea is available at every road junction for around 5 cents Australian. It’s ready in seconds: the kettle is always hot due to a constant turnover of local customers. It was the history of tea growing in Bangladesh, and a desire to know more about a commodity that people in the West take for granted, that most attracted Fusco’s interest. She chose to focus on Bangladesh’s oldest commercial tea garden (plantation) Sylhet, which has been in production since 1857 (Tea Board). As is the case with many tea farms in the Indian sub-continent, the workers at Sylhet are part of Bangladesh’s Hindu minority. Fusco left Dhaka and travelled into the rural areas to investigate tea production: Venturing into these estates from the city is like entering an entirely different world. They are isolated places, and although they are close in distance, they are completely separate from the main city. Spending time in the Khadim tea estate amongst the plantations and the workers’ compounds made me very aware of the strong relationship that exists between them. The Hindu teaching of Samsara refers to the continuous cycle of repeated birth, life, death and rebirth [Hinduism], which became a metaphor for me, for this relationship I was experiencing. It is clear that neither farm [where the tea is grown] nor village [which houses the people] could live without each other. The success and maintenance of the tea farm relies on the workers just as much as the workers rely on the tea gardens for their livelihood and sustenance. Their life cycles are intertwined and in synch. There are many problems in the compounds. The people are extremely poor. Their education opportunities are limited, and they work incredibly hard for very little money for their entire lives. They are bound to stay and work here and as those generations before them, were born, worked and died here, living their whole lives in the community of the tea farm. By documenting the lives of the people, I realised I was documenting the process of the lives of the tea trees at the same time. This is how I met Lolita.Figure 1. Bangladeshi tea worker, Lolita, stands in a small section of the Khadim tea plantation in the early morning. Sylhet, Bangladesh (Danielle Fusco, Jan. 2012). This woman emulated everything I was seeing and feeling about the village and the garden. She spoke about the reliance on the trees, especially because of the money and, therefore, the food, they provide for her and her husband. I became aware of the injustice of this system because the workers are paid so little while this industry is booming. It was obvious that life here is far from perfect, but as Lolita explains, they make do. She has worked on the tea estate for decades. As her husband is no longer working, she is the primary income earner. They are able, however, to live in relative comfort now their children have all married and left and it is just the two of them. Lolita describes that money lies within these trees. Money for her means that she can eat that day. Money for the managers means industrial success. Either way, whether it is in the eyes of the individual or the industry, tea always comes down to Taka [the currency of Bangladesh]. Marketing Coffee in a Culture of Tea and Betel Nut With such a strong culture of tea production and consumption and a coffee culture just existing on the fringe, a campaign by Nescafé to encourage Bangladeshi consumers to have “my first cup” of Nescafé instant coffee at the time of this study captured the imagination of the students. How effective can the marketing of Nescafé instant coffee be in a society that is historically a producer and consumer of tea, and which also still embraces the generations-old use of the betel nut as an everyday stimulant? Although it only employs some 150,000 (Islam et al.) in a nation of 150 million people, tea makes an important contribution to the Bangladesh economy. Shortly after the 1971 civil war, in which East Pakistan (now Bangladesh) became independent from West Pakistan (now Pakistan), the then-Chairman of the Bangladesh Tea Board, writing in World Development, commented:In the highly competitive marketing environment of today it is extremely necessary for the tea industry of Bangladesh to increase production by raising the per acre yield, improve quality by adoption of finer plucking standards and modernization of factories and reduce per unit cost of production so as to be able to sell more of our teas to foreign markets and thereby earn higher amounts of much needed foreign exchange for the country as well as generate additional resources within the industry for ploughing back for further development (Ali 55). In Bangladesh, tea is a cash crop that, even in the 1970s following vicious conflicts, is more than capable of meeting local demand and producing an export dividend. Coffee is imported commodity that, historically, has had little place in Bangladeshi life or culture. However important tea is, it is not the traditional Bangladesh stimulant. Instead, over the years, when people in the West would have had a cup of tea or coffee and/or a cigarette, most Bangladeshis have turned to the betel nut. A 2005 study of 100 citizens from Araihazar, Bangladesh, conducted by researchers from Columbia University, found that coffee consumption is “very low in this population” (Hafeman et al. 567). The purpose of the study was to assess the impact of betel quids (the wad of masticated nut) and the chewing of betel nuts, upon tremor. For this reason, it was important to record the consumption of stimulants in the 98 participants who progressed to the next stage of the study and took a freehand spiral-drawing test. While “26 (27%) participants had chewed betel quids, 23 (23%) had smoked one or more cigarettes, [and] 14 (14%) drank tea; on that day, only 1 (1%) drank caffeinated soda, and none (0%) drank coffee” (Hafeman et al. 568). Given its addictive and carcinogenic properties (Sharma), the people who chewed betel quids were more likely to exhibit tremor in their spiral drawings than the people who did not. As this (albeit small) study suggests, the preferred Bangladeshi stimulant is more likely to be betel or tobacco rather than a beverage. Insofar as hot drinks are consumed, Bangladesh citizens drink tea. This poses a significant challenge for multinational advertisers who seek to promote the consumption of instant coffee as a means of growing the global market for Nescafé. Marketing Nescafé to Bangladesh In Dhaka, in January 2012, the television campaign slogan for Nescafé is “My first cup”, with the tagline, “Time you started.” This Nescafé television commercial (NTC) impressed itself upon the Australian visitors, both in terms of its frequency of broadcast and in its referencing of Western culture and values. (The advertisement can be viewed at http://www.youtube.com/watch?v=2E8mFX43oAM). The NTC’s three stars, Vir Das, Purab Kohli, and leading Bollywood actress Deepika Padukone, are highly-recognisable to young Bangladeshi audiences and the storyline is part of a developing series of advertisements which together form a mini-soap opera, like that used so successfully to advertise the Nescafé Gold Blend brand of instant coffee in the West in the 1980s to 1990s (O’Donohoe 242; Beale). The action takes place in Kohli’s affluent, Western-style apartment. The drama starts with Das challenging Kohli regarding whether he has successfully developed a relationship with his attractive neighbour, Padukone. Using a combination of local language with English words and sub-titles, the first sequence is captioned: “Any progress with Deepika, or are you still mixing coffee?” Suggesting incredulity, and that he could do better, Das asks Kohli, according to the next subtitle, “What are you doing dude?” The use of the word “dude” clearly refers to American youth culture, familiar in such movies as Dude, where’s my car? This is underlined by the immediate transition to the English words of “bikes … biceps … chest … explosion.” Of these four words only “chest” is pronounced in the local tongue, although all four words are included as captions in English. Kohli appears less and less impressed as Das becomes increasingly insistent, with Das going on to express frustration with Kohli through the exclamation “u don’t even have a plan.” The use of the text-speak English “u” here can be constructed as another way of persuading young Bangladeshi viewers that this advertisement is directed at them: the “u” in place of “you” is likely to annoy their English-speaking elders. Das continues speaking in his mother tongue, with the subtitle “Deepika padukone [sic] is your neighbour and you are only drinking coffee,” with the subsequent subtitle emphasising: “Deepika and only coffee.” At this point, Padukone enters the apartment through the open door without knocking and confidently says “Hi.” Kohli explains the situation by responding (in English, and subtitled) “my school friend, Das”. Padukone, in turn, responds in a friendly way to both men (in English, and subtitled) “You guys want to have coffee?” Instead of responding directly to this invitation, Das models to Kohli what it is to take the initiative in this situation: what it is to have a plan. “Hello” (he says, in English and subtitled) “I don’t have coffee but I have a plan. You and me, my bike, right now, hit the town, party!” Kohli looks down at the floor, embarrassed, while Padukone looks quizzically at him over Das’s shoulder. Kohli smiles, and points to himself and Padukone, clearly excluding Das: “I will have coffee” (in English, and subtitle). “Better plan”, exclaims Padukone, “You and me, my place, right now, coffee.” She looks challengingly at Das: “Right?,” a statement rather than a request, and exits, with Kohli following and Das left behind in the apartment. Cue voice-over (not a subtitle, but in-screen speech bubble) “[It’s] time you started” (spoken) “the new Nescafé” (shot change) “My first cup” (with an in-screen price promotion). This commercial associates coffee drinking with Western values of social and personal autonomy. For young women in the traditional Muslim culture of Bangladesh, it suggests a world in which they are at liberty to spend time with the suitors they choose, ignoring those whom they find pushy or inappropriate, and free to invite a man back to “my place, right now” for coffee. The scene setting in this advertisement and the use of English in both the spoken and written text suggests its target is the educated middle class, and indicates that sophisticated, affluent, trend-setters drink coffee as a part of getting to know their neighbours. In line with this, the still which ends the commercial promotes the Facebook page “Know your neighbours.” The flirtatious nature of the actors in the advertisement, the emphasis on each of the male characters spending time alone with the female character, and the female character having both power and choice in this situation is likely to be highly unacceptable to traditional Bangladeshi parental values and, therefore, proportionately more exciting to the target audience. The underlying suggestion of “my first cup” and “time you started” is that the social consumption of that first cup of coffee is the “first step” to becoming more Western. The statement also has overtones of sexual initiation. The advertisement aligns itself with the world portrayed in the Western media consumed in Bangladesh, and the implication is that—even if Western liberal values are not currently a possible choice for all—it is at least feasible to start on the journey towards these values through drinking that first cup of coffee. Unbeknownst to the Bangladesh audience, this Nescafé marketing strategy echoes, in almost all material particulars, the same approach that was so successful in persuading Australians to embrace instant coffee. Khamis, in her essay on Australia and the convenience of instant coffee, argues that, while in 1928 Australia had the highest per capita consumption of tea in the world, this had begun to change by the 1950s. The transformation in the market positioning of coffee was partly achieved through an association between tea and old-fashioned ‘Britishness’ and coffee and the United States: this discovery [of coffee] spoke to changes in Australia’s lifestyle options: the tea habit was tied to Australia’s development as a far-flung colonial outpost, a daily reminder that many still looked to London as the nation’s cultural capital: the growing appeal of instant coffee reflected a widening and more nuanced cultural palate. This was not just ‘another’ example of the United States postwar juggernaut; it marks the transitional phase in Australia’s history, as its cultural identity was informed less by the staid conservativism of Britain than the heady flux of New World glamour (219). Coffee was associated with the USA not simply through advertising but also through cultural exposure. By 1943, notes Khamis, there were 120,000 American service personnel stationed in Australia and she quotes Symons (168) as saying that “when an American got on a friendly footing with an Australian family he was usually found in the kitchen, teaching the Mrs how to make coffee, or washing the dishes” (168, cited in Khamis 220). The chances were that “the Mrs”—the Australian housewife—felt she needed the tuition: an Australian survey conducted by Gallup in March 1950 indicated that 55 per cent of respondents at that time had never tried coffee, while a further 24 per cent said they “seldom” consumed it (Walker and Roberts 133, cited in Khamis 222). In a newspaper article titled, “Overpaid, Oversexed and Over Here”, Munro describes the impact of exposure to the first American troops based in Australia during this time, with a then seven year old recalling: “They were foreign, quite a different culture from us. They spoke more loudly than us. They had strange accents, cute expressions, they were really very exotic.” The American troops caused consternation for Australian fathers and boyfriends. Dulcie Wood was 18 when she was dating an American serviceman: They had more money to spend (than Australian troops). They seemed to have plenty of supplies, they were always bringing you presents—stockings and cartons of cigarettes […] Their uniforms were better. They took you to more places. They were quite good dancers, some of them. They always brought you flowers. They were more polite to women. They charmed the mums because they were very polite. Some dads were a bit more sceptical of them. They weren’t sure if all that charm was genuine (quoted in Munro). Darian-Smith argues that, at that time, Australian understanding of Americans was based on Hollywood films, which led to an impression of American technological superiority and cultural sophistication (215-16, 232). “Against the American-style combination of smart advertising, consumerism, self-expression and popular democracy, the British class system and its buttoned-up royals appeared dull and dour” writes Khamis (226, citing Grant 15)—almost as dull and dour as 1950s tea compared with the postwar sophistication of Nescafé instant coffee. Conclusion The approach Nestlé is using in Bangladesh to market instant coffee is tried and tested: coffee is associated with the new, radical cultural influence while tea and other traditional stimulants are relegated to the choice of an older, more staid generation. Younger consumers are targeted with a romantic story about the love of coffee, reflected in a mini-soap opera about two people becoming a couple over a cup of Nescafé. Hopefully, the Pathshala-Edith Cowan University collaboration is at least as strong. Some of the overseas visitors return to Bangladesh on a regular basis—the student presentations in 2012 were, for instance, attended by two visiting graduates from the 2008 program who were working in Bangladesh. For the Australian participants, the association with Pathshala, South Asian Media Institute, and Drik Photo Agency brings recognition, credibility and opportunity. It also offers a totally new perspective on what to order in the coffee queue once they are home again in Australia. Postscript The final week of the residency in Bangladesh was taken up with presentations and a public exhibition of the students’ work at Drik Picture Agency, Dhaka, 3–7 February 2012. Danielle Fusco’s photographs can be accessed at: http://public-files.apps.ecu.edu.au/SCA_Marketing/coffee/coffee.html References Ali, M. “Commodity Round-up: Problems and Prospects of Bangladesh Tea”, World Development 1.1–2 (1973): 55. Beale, Claire. “Should the Gold Blend Couple Get Back Together?” The Independent 29 Apr 2010. 8 Apr. 2012 ‹http://www.independent.co.uk/news/media/advertising/should-the-gold-blend-couple-get-back-together-1957196.html›. Darian-Smith, Kate. On the Home Front: Melbourne in Wartime 1939-1945. 2nd ed. Melbourne: Melbourne UP, 2009. Dude, Where’s My Car? Dir. Danny Leiner. Twentieth Century Fox, 2000. Edith Cowan University (ECU). “Photomedia Summer School Bangladesh 2012.” 1 May 2012 .Grant, Bruce. The Australian Dilemma: A New Kind of Western Society. Sydney: Macdonald Futura, 1983. Hafeman, D., H. Ashan, T. Islam, and E. Louis. “Betel-quid: Its Tremor-producing Effects in Residents of Araihazar, Bangladesh.” Movement Disorders 21.4 (2006): 567-71. Hinduism. “Reincarnation and Samsara.” Heart of Hinduism. 8 Apr. 2012 ‹http://hinduism.iskcon.org/concepts/102.htm›. Islam, G., M. Iqbal, K. Quddus, and M. Ali. “Present Status and Future Needs of Tea Industry in Bangladesh (Review).” Proceedings of the Pakistan Academy of Science. 42.4 (2005): 305-14. 8 Apr. 2012 ‹http://www.paspk.org/downloads/proc42-4/42-4-p305-314.pdf›. Khamis, Susie. “It Only Takes a Jiffy to Make: Nestlé, Australia and the Convenience of Instant Coffee.” Food, Culture & Society 12.2 (2009): 217-33. Munro, Ian. “Overpaid, Oversexed and Over Here.” The Age 27 Feb. 2002. 8 Apr. 2012 ‹http://www.theage.com.au/articles/2002/02/26/1014704950716.html›. O’Donohoe, Stephanie. “Raiding the Postmodern Pantry: Advertising Intertextuality and the Young Adult Audience.” European Journal of Marketing 31.3/4 (1997): 234-53 Pathshala. Pathshala, South Asian Media Academy. 8 Apr. 2012 ‹http://www.pathshala.net/controller.php›. Said, Edward. Orientalism. New York: Pantheon Books, 1978. Sharma, Dinesh. “Betel Quid and Areca Nut are Carcinogenic without Tobacco.” The Lancet Oncology 4.10 (2003): 587. 8 Apr. 2012 ‹http://www.lancet.com/journals/lanonc/article/PIIS1470-2045(03)01229-4/fulltext›. Symons, Michael. One Continuous Picnic: A History of Eating in Australia. Ringwood, Vic: Penguin, 1984. Tea Board. “History of Bangladesh Tea Industry.” Bangladesh Tea Board. 8 Apr. 2012 ‹http://www.teaboard.gov.bd/index.php?option=HistoryTeaIndustry›. Walker, Robin and Dave Roberts. From Scarcity to Surfeit: A History of Food and Nutrition in New South Wales. Sydney: NSW UP, 1988.

Introduction: From Trifle to Tiramisu Tiramisu is an Italian dessert cake, usually comprising sponge finger biscuits soaked in coffee and liquor, layered with a mixture of egg yolk, mascarpone and cream, and topped with sifted cocoa. Once a gourmet dish, tiramisu, which means “pick me up” in Italian (Volpi), is today very popular in Australia where it is available for purchase not only in restaurants and cafés, but also from fast food chains and supermarkets. Recipes abound in cookery books and magazines and online. It is certainly more widely available and written about in Australia than the once ubiquitous English trifle which, comprising variations on the theme of sherry soaked sponge cake, custard and cream, it closely resembles. It could be asserted that its strong coffee taste has enabled the tiramisu to triumph over the trifle in contemporary Australia, yet coffee is also a recurrent ingredient in cakes and icings in nineteenth and early twentieth century Australian cookbooks. Acknowledging that coffee consumption in Australia doubled during the years of the Second World War and maintained high rates of growth afterwards (Khamis; Adams), this article draws on examples of culinary writing during this period of increasing popularity to investigate the use of coffee in cookery as well as a beverage in these mid-twentieth century decades. In doing so, it engages with a lively scholarly discussion on what has driven this change—whether the American glamour and sophistication associated with coffee, post-war immigration from the Mediterranean and other parts of Europe, or the influence of the media and developments in technology (see, for discussion, Adams; Collins et al.; Khamis; Symons). Coffee in Australian Mid-century Epicurean Writing In Australian epicurean writing in the 1950s and 1960s, freshly brewed coffee is clearly identified as the beverage of choice for those with gourmet tastes. In 1952, The West Australian reported that Johnnie Walker, then president of the Sydney Gourmet Society had “sweated over an ordinary kitchen stove to give 12 Melbourne women a perfect meal” (“A Gourmet” 8). Walker prepared a menu comprising: savoury biscuits; pumpkin soup made with a beef, ham, and veal stock; duck braised with “26 ounces of dry red wine, a bottle and a half of curacao and orange juice;” Spanish fried rice; a “French lettuce salad with the Italian influence of garlic;” and, strawberries with strawberry brandy and whipped cream. He served sherry with the biscuits, red wine with the duck, champagne with the sweet, and coffee to finish. It is, however, the adjectives that matter here—that the sherry and wine were dry, not sweet, and the coffee was percolated and black, not instant and milky. Other examples of epicurean writing suggested that fresh coffee should also be unadulterated. In 1951, American food writer William Wallace Irwin who travelled to, and published in, Australia as “The Garrulous Gourmet,” wrote scathingly of the practice of adding chicory to coffee in France and elsewhere (104). This castigation of the French for their coffee was unusual, with most articles at this time praising Gallic gastronomy. Indicative of this is Nancy Cashmore’s travel article for Adelaide’s Advertiser in 1954. Titled “In Dordogne and Burgundy the Gourmet Will Find … A Gastronomic Paradise,” Cashmore details the purchasing, preparation, presentation, and, of course, consumption of excellent food and wine. Good coffee is an integral part of every meal and every day: “from these parts come exquisite pate de fois, truffles, delicious little cakes, conserved meats, wild mushrooms, walnuts and plums. … The day begins with new bread and coffee … nothing is imported, nothing is stale” (6). Memorable luncheons of “hors-d’oeuvre … a meat course, followed by a salad, cheese and possibly a sweet” (6) always ended with black coffee and sometimes a sugar lump soaked in liqueur. In Australian Wines and Food (AW&F), a quarterly epicurean magazine that was published from 1956 to 1960, coffee was regularly featured as a gourmet kitchen staple alongside wine and cheese. Articles on the history, growing, marketing, blending, roasting, purchase, and brewing of coffee during these years were accompanied with full-page advertisements for Bushell’s vacuum packed pure “roaster fresh” coffee, Robert Timms’s “Royal Special” blend for “coffee connoisseurs,” and the Masterfoods range of “superior” imported and locally produced foodstuffs, which included vacuum packed coffee alongside such items as paprika, bay leaves and canned asparagus. AW&F believed Australia’s growing coffee consumption the result of increased participation in quality dining experiences whether in restaurants, the “scores of colourful coffee shops opening their doors to a new generation” (“Coffee” 39) or at home. With regard to domestic coffee drinking, AW&F reported a revived interest in “the long neglected art of brewing good coffee in the home” (“Coffee” 39). Instructions given range from boiling in a pot to percolating and “expresso” (Bancroft 10; “Coffee” 37-9). Coffee was also mentioned in every issue as the only fitting ending to a fine meal, when port, other fortified wines or liqueurs usually accompanied a small demi-tasse of (strong) black coffee. Coffee was also identified as one of the locally produced speciality foods that were flown into the USA for a consulate dinner: “more than a ton of carefully selected foodstuffs was flown to New York by Qantas in three separate airlifts … beef fillet steaks, kangaroo tails, Sydney rock oysters, King prawns, crayfish tails, tropical fruits and passion fruit, New Guinea coffee, chocolates, muscatels and almonds” (“Australian” 16). It is noteworthy that tea is not profiled in the entire run of the magazine. A decade later, in the second half of the 1960s, the new Australian gourmet magazine Epicurean included a number of similar articles on coffee. In 1966 and 1969, celebrity chef and regular Epicurean columnist Graham Kerr also included an illustrated guide to making coffee in two of the books produced alongside his television series, The Graham Kerr Cookbook (125) and The Graham Kerr Cookbook by the Galloping Gourmet (266-67). These included advice to buy freshly roasted beans at least once a week and to invest in an electric coffee grinder. Kerr uses a glass percolator in each and makes an iced (milk) coffee based on double strength cooled brewed coffee. Entertaining with Margaret Fulton (1971) is the first Margaret Fulton cookery book to include detailed information on making coffee from ground beans at home. In this volume, which was clearly aimed at the gourmet-inclined end of the domestic market, Fulton, then cookery editor for popular magazine Woman’s Day, provides a morning coffee menu and proclaims that “Good hot coffee will never taste so good as it does at this time of the day” (90). With the stress on the “good,” Fulton, like Kerr, advises that beans be purchased and ground as they are needed or that only a small amounts of freshly ground coffee be obtained at one time. For Fulton, quality is clearly linked to price—“buy the best you can afford” (90)—but while advising that “Mocha coffee, which comes from Aden and Mocha, is generally considered the best” (90), she also concedes that consumers will “find by experience” (90) which blends they prefer. She includes detailed information on storage and preparation, noting that there are also “dozens of pieces of coffee making equipment to choose from” (90). Fulton includes instructions on how to make coffee for guests at a wedding breakfast or other large event, gently heating home sewn muslin bags filled with finely ground coffee in urns of barely boiling water (64). Alongside these instructions, Fulton also provides recipes for a sophisticated selection of coffee-flavoured desserts such as an iced coffee soufflé and coffee biscuits and meringues that would be perfect accompaniments to her brewed coffees. Cooking with Coffee A prominent and popular advocate of Continental and Asian cookery in Melbourne in the 1950s, Maria Kozslik Donovan wrote and illustrated five cookery books and had a successful international career as a food writer in the 1960s and 1970s. Maria Kozslik was Hungarian by birth and education and was also educated in the USA before marrying Patrick Donovan, an Australian, and migrating to Sydney with him in 1950. After a brief stay there and in Adelaide, they relocated to Melbourne in 1953 where she ran a cookery school and wrote for prominent daily newspaper The Age, penning hundreds of her weekly “Epicure’s Corner: Continental Recipes with Maria Kozslik” column from 1954 to 1961. Her groundbreaking Continental Cookery in Australia (1955) collects some 140 recipes, many of which would appear in her column—predominantly featuring French, Italian, Viennese, and Hungarian dishes, as well as some from the Middle East and the Balkans—each with an informative paragraph or two regarding European cooking and dining practices that set the recipes in context. Continental Cookery in Australia includes one recipe for Mocha Torte (162), which she translates as Coffee Cream Cake and identifies as “the favourite of the gay and party-loving Viennese … [in] the many cafés and sweet shops of Salzburg and Vienna” (162). In this recipe, a plain sponge is cut into four thin layers and filled and covered with a rich mocha cream custard made from egg yolks, sugar and a good measure of coffee, which, when cooled, is beaten into creamed butter. In her recipe for Mocha Cream, Donovan identifies the type of coffee to be used and its strength, specifying that “strong Mocha” be used, and pleading, “please, no essence!” She also suggests that the cake’s top can be decorated with shavings of the then quite exotic “coffee bean chocolate,” which she notes can be found at “most continental confectioners” (162), but which would have been difficult to obtain outside the main urban centres. Coffee also appears in her Café Frappe, where cooled strong black coffee is poured into iced-filled glasses, and dressed with a touch of sugar and whipped cream (165). For this recipe the only other direction that Donovan gives regarding coffee is to “prepare and cool” strong black coffee (165) but it is obvious—from her eschewing of other convenience foods throughout the volume—that she means freshly brewed ground coffee. In contrast, less adventurous cookery books paint a different picture of coffee use in the home at this time. Thus, the more concise Selected Continental Recipes for the Australian Home (1955) by the Australian-born Zelmear M. Deutsch—who, stating that upon marrying a Viennese husband, she became aware of “the fascinating ways of Continental Cuisine” (back cover)—includes three recipes that include coffee. Deutsch’s Mocha Creams (chocolate truffles with a hint of coffee) (76-77), almond meringues filled with coffee whipped cream (89-90), and Mocha Cream Filling comprising butter beaten with chocolate, vanilla, sugar, and coffee (95), all use “powdered” instant coffee, which is, moreover, used extremely sparingly. Her Almond Coffee Torte, for example, requires only half a teaspoon of powdered coffee to a quarter of a pint (300 mls) of cream, which is also sweetened with vanilla sugar (89-90). In contrast to the examples from Fulton and Donovan above (but in common with many cookbooks before and after) Deutsch uses the term “mocha” to describe a mix of coffee and chocolate, rather than to refer to a fine-quality coffee. The term itself is also used to describe a soft, rich brown color and, therefore, at times, the resulting hue of these dishes. The word itself is of late eighteenth century origin, and comes from the eponymous name of a Red Sea port from where coffee was shipped. While Selected Continental Recipes appears to be Deutsch’s first and only book, Anne Mason was a prolific food, wine and travel writer. Before migrating to England in 1958, she was well known in Australia as the presenter of a live weekly television program, Anne Mason’s Home-Tested Recipes, which aired from 1957. She also wrote a number of popular cookery books and had a long-standing weekly column in The Age. Her ‘Home-Tested Recipes’ feature published recipes contributed by readers, which she selected and tested. A number of these were collected in her Treasury of Australian Cookery, published in London in 1962, and included those influenced by “the country cooking of England […] Continental influence […] and oriental ideas” (11). Mason includes numerous recipes featuring coffee, but (as in Deutsch above) almost all are described as mocha-flavoured and listed as such in the detailed index. In Mason’s book, this mocha taste is, in fact, featured more frequently in sweet dishes than any of the other popular flavours (vanilla, honey, lemon, apple, banana, coconut, or passionfruit) except for chocolate. These mocha recipes include cakes: Chocolate-Mocha Refrigerator cake—plain sponge layered with a coffee-chocolate mousse (134), Mocha Gateau Ring—plain sponge and choux pastry puffs filled with cream or ice cream and thickly iced with mocha icing (136) and Mocha Nut Cake—a coffee and cocoa butter cake filled and iced with mocha icing and almonds (166). There are also recipes for Mocha Meringues—small coffee/cocoa-flavoured meringue rosettes joined together in pairs with whipped cream (168), a dessert Mocha Omelette featuring the addition of instant coffee and sugar to the eggs and which is filled with grated chocolate (181) and Mocha-Crunch Ice Cream—a coffee essence-scented ice cream with chocolate biscuit crumbs (144) that was also featured in an ice cream bombe layered with chocolate-rum and vanilla ice creams (152). Mason’s coffee recipes are also given prominence in the accompanying illustrations. Although the book contains only nine pages in full colour, the Mocha Gateau Ring is featured on both the cover and opposite the title page of the book and the Mocha Nut Cake is given an entire coloured page. The coffee component of Mason’s recipes is almost always sourced from either instant coffee (granules or powdered) or liquid coffee essence, however, while the cake for the Mocha Nut Cake uses instant coffee, its mocha icing and filling calls for “3 dessertspoons [of] hot black coffee” (167). The recipe does not, however, describe if this is made from instant, essence, or ground beans. The two other mocha icings both use instant coffee mixed with cocoa, icing sugar and hot water, while one also includes margarine for softness. The recipe for Mocha Cup (202) in the chapter for Children’s Party Fare (198-203), listed alongside clown-shaped biscuits and directions to decorate cakes with sweets, plastic spaceships and dolls, surprisingly comprises a sophisticated mix of grated dark chocolate melted in a pint of “hot black coffee” lightened with milk, sugar and vanilla essence, and topped with cream. There are no instructions for brewing or otherwise making fresh coffee in the volume. The Australian culinary masterwork of the 1960s, The Margaret Fulton Cookbook, which was published in 1968 and sold out its first (record) print run of 100,000 copies in record time, is still in print, with a revised 2004 edition bringing the number of copies sold to over 1.5 million (Brien). The first edition’s cake section of the book includes a Coffee Sponge sandwich using coffee essence in both the cake and its creamy filling and topping (166) and Iced Coffee Cakes that also use coffee essence in the cupcakes and instant coffee powder in the glacé icing (166). A Hazelnut Swiss Roll is filled with a coffee butter cream called Coffee Creme au Beurre, with instant coffee flavouring an egg custard which is beaten into creamed butter (167)—similar to Koszlik’s Mocha Cream but a little lighter, using milk instead of cream and fewer eggs. Fulton also includes an Austrian Chocolate Cake in her Continental Cakes section that uses “black coffee” in a mocha ganache that is used as a frosting (175), and her sweet hot coffee soufflé calls for “1/2 cup strong coffee” (36). Fulton also features a recipe for Irish Coffee—sweetened hot black coffee with (Irish) whiskey added, and cream floated on top (205). Nowhere is fresh or brewed coffee specified, and on the page dedicated to weights, measures, and oven temperatures, instant coffee powder appears on the list of commonly used ingredients alongside flour, sugar, icing sugar, golden syrup, and butter (242). American Influence While the influence of American habits such as supermarket shopping and fast food on Australian foodways is reported in many venues, recognition of its influence on Australian coffee culture is more muted (see, for exceptions, Khamis; Adams). Yet American modes of making and utilising coffee also influenced the Australian use of coffee, whether drunk as beverage or employed as a flavouring agent. In 1956, the Australian Women’s Weekly published a full colour Wade’s Cornflour advertorial of biscuit recipes under the banner, “Dione Lucas’s Manhattan Mochas: The New Coffee Cookie All America Loves, and Now It’s Here” (56). The use of the American “cookie” instead of the Australian “biscuit” is telling here, the popularity of all things American sure to ensure, the advert suggested, that the Mochas (coffee biscuits topped with chocolate icing) would be so popular as to be “More than a recipe—a craze” (56). This American influence can also been seen in cakes and other baked goods made specifically to serve with coffee, but not necessarily containing it. The recipe for Zulu Boys published in The Argus in 1945, a small chocolate and cinnamon cake with peanuts and cornflakes added, is a good example. Reported to “keep moist for some time,” these were “not too sweet, and are especially useful to serve with a glass of wine or a cup of black coffee” (Vesta Junior 9), the recipe a precursor to many in the 1950s and 1960s. Margaret Fulton includes a Spicy Coffee Cake in The Margaret Fulton Cookbook. This is similar to her Cinnamon Tea Cake in being an easy to mix cake topped with cinnamon sugar, but is more robust in flavour and texture with the addition of whole bran cereal, raisins and spices (163). Her “Morning Coffee” section in Entertaining with Margaret Fulton similarly includes a selection of quite strongly flavoured and substantially textured cakes and biscuits (90-92), while her recipes for Afternoon Tea are lighter and more delicate in taste and appearance (85-89). Concluding Remarks: Integration and Evolution, Not Revolution Trusted Tasmanian writer on all matters domestic, Marjorie Bligh, published six books on cookery, craft, home economics, and gardening, and produced four editions of her much-loved household manual under all three of her married names: Blackwell, Cooper and Bligh (Wood). The second edition of At Home with Marjorie Bligh: A Household Manual (published c.1965-71) provides more evidence of how, rather than jettisoning one form in favour of another, Australian housewives were adept at integrating both ground and other more instant forms of coffee into their culinary repertoires. She thus includes instructions on both how to efficiently clean a coffee percolator (percolating with a detergent and borax solution) (312) as well as how to make coffee essence at home by simmering one cup of ground coffee with three cups of water and one cup of sugar for one hour, straining and bottling (281). She also includes recipes for cakes, icings, and drinks that use both brewed and instant coffee as well as coffee essence. In Entertaining with Margaret Fulton, Fulton similarly allows consumer choice, urging that “If you like your coffee with a strong flavour, choose one to which a little chicory has been added” (90). Bligh’s volume similarly reveals how the path from trifle to tiramisu was meandering and one which added recipes to Australian foodways, rather than deleted them. Her recipe for Coffee Trifle has strong similarities to tiramisu, with sponge cake soaked in strong milk coffee and sherry layered with a rich custard made from butter, sugar, egg yolks, and black coffee, and then decorated with whipped cream, glace cherries, and walnuts (169). This recipe precedes published references to tiramisu as, although the origins of tiramisu are debated (Black), references to the dessert only began to appear in the 1980s, and there is no mention of the dish in such authoritative sources as Elizabeth David’s 1954 Italian Food, which features a number of traditional Italian coffee-based desserts including granita, ice cream and those made with cream cheese and rice. By the 1990s, however, respected Australian chef and food researcher, the late Mietta O’Donnell, wrote that if pizza was “the most travelled of Italian dishes, then tiramisu is the country’s most famous dessert” and, today, Australian home cooks are using the dish as a basis for a series of variations that even include replacing the coffee with fruit juices and other flavouring agents. Long-lived Australian coffee recipes are similarly being re-made in line with current taste and habits, with celebrated chef Neil Perry’s recent Simple Coffee and Cream Sponge Cake comprising a classic cream-filled vanilla sponge topped with an icing made with “strong espresso”. To “glam up” the cake, Perry suggests sprinkling the top with chocolate-covered roasted coffee beans—cycling back to Maria Koszlik’s “coffee bean chocolate” (162) and showing just how resilient good taste can be. Acknowledgements The research for this article was completed while I was the recipient of a Research Fellowship in the Special Collections at the William Angliss Institute (WAI) of TAFE in Melbourne, where I utilised their culinary collections. Thank you to the staff of the WAI Special Collections for their generous assistance, as well as to the Faculty of Arts, Business, Informatics and Education at Central Queensland University for supporting this research. Thank you to Jill Adams for her assistance with this article and for sharing her “Manhattan Mocha” file with me, and also to the peer reviewers for their generous and helpful feedback. All errors are, of course, my own.References “A Gourmet Makes a Perfect Meal.” The West Australian 4 Jul. 1952: 8.Adams, Jill. “Australia’s American Coffee Culture.” Australasian Journal of Popular Culture (2012): forthcoming. “Australian Wines Served at New York Dinner.” Australian Wines and Food 1.5 (1958): 16. Bancroft, P. A. “Let’s Make Some Coffee.” Australian Wines & Food Quarterly 4.1 (1960): 10. Black, Jane. “The Trail of Tiramisu.” Washington Post 11 Jul. 2007. 15 Feb. 2012 ‹http://www.washingtonpost.com/wp-dyn/content/article/2007/07/10/AR2007071000327.html›. Bligh, Marjorie. At Home with Marjorie Bligh: A Household Manual. Devonport: M. Bligh, c.1965-71. 2nd ed. Brien, Donna Lee. “Australian Celebrity Chefs 1950-1980: A Preliminary Study.” Australian Folklore 21 (2006): 201-18. Cashmore, Nancy. “In Dordogne and Burgundy the Gourmet Will Find … A Gastronomic Paradise.” The Advertiser 23 Jan. (1954): 6. “Coffee Beginnings.” Australian Wines & Food Quarterly 1.4 (1957/1958): 37-39. Collins, Jock, Katherine Gibson, Caroline Alcorso, Stephen Castles, and David Tait. A Shop Full of Dreams: Ethnic Small Business in Australia. Sydney: Pluto Press, 1995. David, Elizabeth. Italian Food. New York: Penguin Books, 1999. 1st pub. UK: Macdonald, 1954, and New York: Knoft, 1954. Donovan, Maria Kozslik. Continental Cookery in Australia. Melbourne: William Heinemann, 1955. Reprint ed. 1956. -----.“Epicure’s Corner: Continental Recipes with Maria Kozslik.” The Age 4 Jun. (1954): 7. Fulton, Margaret. The Margaret Fulton Cookbook. Dee Why West: Paul Hamlyn, 1968. -----. Entertaining with Margaret Fulton. Dee Why West: Paul Hamlyn, 1971. Irwin, William Wallace. The Garrulous Gourmet. Sydney: The Shepherd P, 1951. Khamis, Susie. “It Only Takes a Jiffy to Make: Nestlé, Australia and the Convenience of Instant Coffee.” Food, Culture & Society 12.2 (2009): 217-33. Kerr, Graham. The Graham Kerr Cookbook. Wellington, Auckland, and Sydney: AH & AW Reed, 1966. -----. The Graham Kerr Cookbook by The Galloping Gourmet. New York: Doubleday, 1969. Mason, Anne. A Treasury of Australian Cookery. London: Andre Deutsch, 1962. Mason, Peter. “Anne Mason.” The Guardian 20 Octo.2006. 15 Feb. 2012 Masterfoods. “Masterfoods” [advertising insert]. Australian Wines and Food 2.10 (1959): btwn. 8 & 9.“Masters of Food.” Australian Wines & Food Quarterly 2.11 (1959/1960): 23. O’Donnell, Mietta. “Tiramisu.” Mietta’s Italian Family Recipe, 14 Aug. 2004. 15 Feb. 2012 ‹http://www.miettas.com/food_wine_recipes/recipes/italianrecipes/dessert/tiramisu.html›. Perry, Neil. “Simple Coffee and Cream Sponge Cake.” The Age 12 Mar. 2012. 15 Feb. 2012 ‹http://www.theage.com.au/lifestyle/cuisine/baking/recipe/simple-coffee-and-cream-sponge-cake-20120312-1utlm.html›. Symons, Michael. One Continuous Picnic: A History of Eating in Australia. Adelaide: Duck Press, 2007. 1st. Pub. Melbourne: Melbourne UP, 1982. ‘Vesta Junior’. “The Beautiful Fuss of Old Time Baking Days.” The Argus 20 Mar. 1945: 9. Volpi, Anna Maria. “All About Tiramisu.” Anna Maria’s Open Kitchen 20 Aug. 2004. 15 Feb. 2012 ‹http://www.annamariavolpi.com/tiramisu.html›. Wade’s Cornflour. “Dione Lucas’ Manhattan Mochas: The New Coffee Cookie All America Loves, and Now It’s Here.” The Australian Women’s Weekly 1 Aug. (1956): 56. Wood, Danielle. Housewife Superstar: The Very Best of Marjorie Bligh. Melbourne: Text Publishing, 2011.

Affect theory is generally associated with the lifetime’s work of Silvan S. Tomkins, whose four volume work, Affect, Imagery, Consciousness, was published between 1962-92. The volumes argue that humans are subject to a range of innate affects: two positive (interest/excitement; enjoyment/joy), one neutral (surprise/startle) and six negative (distress/anguish; fear/terror; anger/rage; shame/humiliation; dissmell [reaction to a bad smell]; disgust). In a crude “advanced search” using Google, affect is related to emotion in 3,620,000 Web references; to intellect in 1,530,000 instances; and to both intellect and emotion in 1,670,000 cases (Google). Affect may consequently be constructed as a common but complicated response which cannot be simply elided with either emotion or intellect but which involves the integration of both. In particular, affect is generally constructed as a human response to a precipitating stimulus (be it an idea, a physical event, etc). If this is accepted, then Tomkins’s Affect theory might imply that the innate affects only reach conscious awareness as a result of a change in circumstance (e.g., idea or event) which requires a response. The importance of affect as a motivator for action has long been put to good use by advertising and marketing professionals who recognised early in their professions’ development that it is the ESP (emotional selling proposition) that delivers more punch, more quickly, than rational argument. An organisation’s (or individual’s) unique selling point can be rational or emotional, but it is easier for many people marketing a product or service to craft a perceived (unique) difference using emotion rather than logical rationality. For example, Coke and Pepsi are generally constructed as fighting their turf wars based on their emotional appeals, rather than any logical difference between the brands. This paper deals with the use of affect to craft an online therapeutic Website (HeartNET) as a joint ARC-Linkage research project between the National Heart Foundation of Australia (WA Division) and Edith Cowan University’s School of Communications and Multimedia. The research originally started with the idea that heart patients would appreciate the opportunity to communicate online with people going through similar experiences, and that this might create a virtual community of mutually supportive recovering participants. The reality held a few surprises along the way, as we discuss below. HeartNET has been designed to: 1) reduce the disadvantage experienced by people in regional and remote areas; 2) aid the secondary prevention of heart disease in Australia; and, 3) investigate whether increased interaction with an organisation-sponsored affective environment (e.g., the Website) impacts upon perceptions of the organisation. (This might have long-term implications for the financial viability of charitable organisations). In brief, the purpose of the research is to understand the meanings that Web-participants might generate in terms of affective responses to the notion of a shared HeartNET community, and investigate whether these meanings are linked to lifestyle change and responses to the host charity. Ultimately the study aims to determine whether the Website can add value to the participants’ communication and support strategies. The study is still ongoing and has another 18 months to run. Some early results, however, indicate that we need more than a Website and a common life experience to build an affective relationship with others online. The added extra might be what makes the difference between interaction and affective interaction: this needs conscious strategies to generate involvement, aided by the construction of a dynamic (and evolving) Web environment. In short, one stimulus is not enough to generate persistent affective response; the environment has to sustain multiple, evolving and complex stimuli. Online support groups are proliferating because they are satisfying unmet needs and offering an alternative to face-to-face support programs (Madara). Social support also combines some elements of affective community, namely belongingness, intimacy and reciprocity. These community elements can be observed through three levels or layers of social support: 1) belongingness or a sense of integration, 2) bonding which is somewhat more personal and involves linkages between people, and, 3) binding whereby a sense of responsibility for others is experienced and expressed (Lin). Here, social support may prompt an affective response and provide a useful measure of community because it incorporates other elements. Initial Design The project was initially designed to build “an affective interactive space” in the belief that an effective online community might develop thereafter. However, the first stumbling block came in terms of recruiting participants: this took almost nine-months longer than anticipated (even once Ethics approval had been granted). Partly this was due to a specific focus on recruiting people born between 1946–64 (“baby boomers”), partly it was due to the requirement that participants had access to the Web, and partly it was because we sought to specifically recruit non-metropolitan Western Australians who had suffered a health-challenging heart-related episode. We were hoping to identify at least 80 such people, to allow for a control group in addition to the people invited to join the online community. Stage 1 was to be the analysis of the functioning of the online community; Stage 2 would take the form of interviews of both community members and the control group. One aspect of the research was to determine whether online participants perceived themselves as belonging to an online community (as opposed to “interacting on a Website”) and whether this community was constructed as therapeutic, or in other ways beneficial. Once the requisite number of people had been recruited, the Website went “live”. Usage was extremely hesitant, and this was the case even though more people were added to the Website than originally planned. (In the end we had to rely upon the help of cardiologists publicising the research among their heart patients. This had a continuing trickle effect that meant that the Website ultimately had 68 people who agreed to participate, of whom 15 never logged in. Of the remaining 53 participants, 31 logged in but never posted anything. Of the 22 people who posted, 17 made between one and four contributions. The remaining five people posted five or more times, and included the researcher and an experienced facilitator, Sven (name changed), who was serving in a “professionally-supportive” role (as well as a recovering heart patient himself). This was hardly the vibrant, affectively-supportive environment for which we had been planning. Even with the key researcher-moderator calling people individually and talking them through the mechanics of how to post, the interactions fell away and eventually ceased, more or less, altogether after 11 weeks. One of the particularly distressing implications of the lack of interaction was the degree of self-revelation that some participants had offered when first logging onto the site. New members, for example, were encouraged to “share their heart story”. Susan’s (name changed) is an example of how open these could be: I had a heart attack in February 2004. This came as a huge shock. I didn’t have any of the usual risk factors. Although my father has Coronary Vascular Disease, he didn’t have any symptoms until his mid 60s and never had a heart attack. I had angioplasty and a stent. I accept I will be taking medication for the rest of my life. I’m fine physically but am having treatment for depression, which was diagnosed 6 months after my heart attack. In normal social situations an affective revelation such as “I’m fine physically but am having treatment for depression” would elicit a sympathetic response. In fact, such “stories” did often get responses from active members (and always got a response from the researcher-moderator), but the original poster would often not log in again and would thus not receive the group’s feedback. In this case, it was particularly relevant that the poster should have learned that other site users were aware that some heart medication has depression as a common side effect and were urging Susan to ask her doctor whether this could be a factor in her case. A further problem was that there was no visible traffic on much of the Website. During the first 12 weeks, only seven of 155 posts were made to the discussion forums. Instead, participants tended to leave individual messages for each other in “private spaces” that had been designed as blogs, to allow people to keep online diaries (and where blog-visitors had the opportunity to post comments, feedback and encouragement). It was speculated that this pattern of invisible interaction was symptomatic of a generation that felt most comfortable with using the internet for e-mail, and were unfamiliar with discussion boards. (Privacy, ethics, research design and good practice meant that the only way that participants could contact each other was via the Website; they couldn’t use a private e-mail address.) The absence of visible interactive feedback was a disincentive to participation for even the most active posters and it was clear that, while some people felt able to reveal aspects of themselves and their heart condition online, they needed more that this opportunity to encourage them to return and participate further. Effectively, the research was in crisis. Crisis Measures After 10 weeks of the HeartNET interaction stalling, and then crashing, it was decided to do four things: write up what had been learned about what didn’t work (before the site was “polluted” by what we hoped would be the solution); redesign the Website to allow more ways to interact privately as well as publicly; throw it open to anyone who wished to join so that there was a more dynamic, developing momentum; use a “newbie” icon to indicate new network members joining in the previous seven days so that these people could be welcomed by existing members (who would also have an incentive to log in at least weekly). Five weeks into the revamped Website a number of things have become apparent. There is some “incidental traffic” apart from research-recruited participants and word-of-mouth, for example (Jane): “I discovered this site while surfing the net. I haven’t really sought much support since my heart attack which was nearly a year ago, but wish I had since it would have made those darker days a lot easier to get through.” An American heart patient has joined the community (Sam): “I have a lot to be positive about and feel grateful to have found this site full of caring people.” Further, some returnees, who had experienced the first iteration of the site, were warm with acknowledgement (Betty): “the site is taking off in leeps [sic] and bounds. You should all be so proud.” People are making consecutive postings, updating and developing their stories, revealing their need for support and recognising the help when they receive it. It is not hard to empathise with “Wonky” (name changed) who may not have family in whom s/he can confide: (Wonky, post 12, Wed) [I need] preventative surgery of this aorta [addressing a bi-cuspid aortic valve] before it has an aneurysm or dissects … and YES I AM SCARED … but trying to be brave cos at least now I know what is wrong with me and its kinda fixable … After being asked by interested members to update the community on his/her progress, Wonky makes the following posts: (Wonky, post 13, Wed) […] I am currently petrified … And anxiously waiting to see the cardio at 3 pm Thursday regarding the results of my aorta echo … and when they are going to decide I need lifesaving surgery … (Wonky, post 15, Fri) ok…so I am up to Friday morning and fasting for the CT scan of the dodgy aorta etc … this morning … why do I get hungry when I have to fast yet any other day I really have to force myself to remember to even eat … (Sven, online support person, Fri) great news [Wonky] and I sense a more ‘coming to terms’ understanding of your situation on your part. You’re in good hands believe you me and you are surrounded by a great number of friends who are here to cheer you on. Keep smiling. […] (Wonky, post 16, Sun) Yes [Sven], you are exactly right […] [declining health] I guess is what scared me and plus I had pretty-much not bothered to research into the condition early on when I was first diagnosed … but yeah … my cardio guy is wonderful and has assured me I am not going to drop dead any-time soon from this … For people who had experienced heart disease without support, the value of the HeartNET site was self-evident (Jace): “My heart attack was 18 months ago and I knew no one with a similar experience. My family and friends were very supportive but they were as shocked as me. Heartnet has given me the opportunity to hear other people’s stories.” Almost two weeks later, Jace was able to offer the benefit of her experience to someone suffering from panic attacks: I had several panic attacks post my heart attack. They are very frightening aren’t they? They seemed to come out of nowhere and I felt very out of control. I found making myself breath[e] more slowly and deeply, while telling myself to calm down, helped a lot. I also started listening to relaxation CDs as well. Take care, [Jace]. Others have asked for advice: (Anne): “Everyone, and I mean everyone, has been saying ‘are you sure you want to go [back to work]?’ Does anyone have coping strategies for those well meaning colleagues and bosses who think you need to be wrapped up in cotton wool?” Several people have taken the opportunity to confide their deepest fear: (Marc): “Why me? Why now? Can I get back to work normally? Every twinge you feel, you think is the big one or another attack that will get you this time.” (Anne): “I decided to spend last night in A&E [accident and emergency] after a nice little ambulance ride. It turned out to be nothing more than stress and indigestion but it scared the crap out of me. I have taken it so easy today and intend to rest up from now on in.” Some of the posts are both celebratory and inspirational (although the one cited below required a rider to the effect that any change in activity should be checked with a GP or specialist): (Joggy) I mentioned on an earlier post that I was going to run the 4km in the City to Surf and I actually did it. This is from someone who has probably run no more than 100 metres in one go in her life and guess what, I quite like it now […] I know that I am way fitter now than I have ever been and in a nutshell it’s great. Others see support as a two-way street: (Drew) “If you no longer fell [sic] YOU need the support, keep in mind others may benefit from YOUR support.” Discussion Tomkins’s Affect theory suggests that humans are subject to two positive affects: interest/excitement; enjoyment/joy, and one neutral affect: surprise/startle, along with six negative affects. All these affects are decoded/interpreted from facial expressions and require face-to-face interactions to be fully perceived. When we look at what affective prompts may be inciting people to log into HeartNET and communicate online, however, it becomes hard to second guess the affective motivation. Interest/excitement may be overstating the emotional impulse while enjoyment/joy may be an extreme way to describe the pleasure of recognition and identification with others in a similar situation. Arguably, HeartNET offers an opportunity to minimise negative affect, in particular “distress/anguish; fear/terror; anger/rage; shame/humiliation” – all of which may be present in some people’s experiences of heart disease. A strategy for reducing negative affect may be as valuable as the promise of increasing the experience of positive affect. As for the rational or emotional impact, it seems clear from the first stages of the research that rationally people were willing to take part in the trial and agreed to participate, but a large majority then failed to either log in or post any contribution. The site came to emotional life only when it was less obviously a “research project” (in the sense that all participants still had to log in via an ethics disclosure and informed consent screen) in that people could join when and if they were motivated to do so, and were invited to participate by those who were already online. Since the Website was revamped and relaunched on 2 August 2005 a further 124 people have joined. It appears that HeartNET is now both an affective and effective success. References “Affective Therapy.” Affective Therapy Website: Tomkins and Affect. 9 Oct. 2005 http://www.affectivetherapy.co.uk/Tomkins_Affect.htm>. “Google Advanced Search.” Google. 1 Nov. 2005 http://www.google.com.au/advanced_search>. Lin, Nan. Conceptualizing Social Support: Social Support, Life Events, and Depression. Ed. Nan Lin, Alfred Dean, & Walter Ensel. Orlando: Florida, Academic Press, 1986. Madara, Edward. “The Mutual-Aid Self-Help Online Revolution”. Social Policy 27 (1997): 20. Tomkins, Silvan S. Affect, Imagery, Consciousness (Volume 1): The Positive Affects. New York: Springer, 1962. ———. Affect, Imagery, Consciousness (Volume 2): The Negative Affects. New York: Springer, 1963. ———. Affect, Imagery, Consciousness (Volume 3): The Negative Affects: Anger and Fear. New York: Springer, 1991. ———. Affect, Imagery, Consciousness (Volume 4): Cognition: Duplication and Transformation of Information. New York: Springer, 1992. Citation reference for this article MLA Style Bonniface, Leesa, Lelia Green, and Maurice Swanson. "Affect and an Effective Online Therapeutic Community." M/C Journal 8.6 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0512/05-bonnifacegreenswanson.php>. APA Style Bonniface, L., L. Green, and M. Swanson. (Dec. 2005) "Affect and an Effective Online Therapeutic Community," M/C Journal, 8(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0512/05-bonnifacegreenswanson.php>.

Achieving the successful development, transfer and adoption of new agricultural technology is a popular issue in the innovation literature. Innovation diffusion and economic theory has informed this literature by emphasising the central role that technology attributes and economic rationality play in the adoption of new technology. In agricultural innovation context, research has traditionally taken a technological determinist perspective, assuming that technologies shape society and that all technological change is positive and progressive. As a result of limitations of the linear, determinist perspective of agricultural innovation to explain how new technologies are adopted and diffused, social constructivist approaches to agricultural innovation have emerged as a complement to this approach. However, a unifying framework of the social construction of new agricultural technologies has not been presented in the agricultural innovation literature. In this study Karl Weicks seven properties of sensemaking are used as the foundation for the development of a unifying conceptual framework for the examination of the social construction of agricultural technology. This thesis is a study of sensemaking in the context of agricultural innovation. It examines how participants in the Australian wool industry make sense of new technologies and how that sensemaking shapes their use of new technologies over time. The focal innovation initiative studied in this thesis is the development, transfer, adoption and abandonment of objective wool fibre testing technologies. This initiative commenced in the 1960s and has resulted in significant changes in the way that Australian wool is produced, marketed and processed. An interpretive research paradigm is adopted in this study. A theory-building case study approach, combining quantitative and qualitative data collection and analysis is used to capture the ongoing, iterative, enactive and social actions and interactions that occur throughout the agricultural innovation process. The case study is divided into three separate but interlocking empirical analyses which examine how industry participants' sensemaking shaped their use of wool testing technologies at the industry, technological system and individual farm level. The findings and implications of the three empirical studies in this thesis are discussed in relation to (1) the interpretation frameworks of agricultural industry participants and technology enactment, (2) the sensemaking process, (3) the social construction of shared technology frames, and (4) the social construction of industry belief systems. This study contributes to the debate on the social construction of agricultural technology and sensemaking in the innovation process by exploring the development, transfer, adoption and abandonment of new wool fibre testing technologies by industry participants over time. It builds on theoretical and empirical agricultural innovation and sensemaking research, and draws on a theoretical framework sensitive to the social construction of technology at the individual, group and industry levels. In doing so this study develops the concept of sensemaking in the agricultural innovation process as a way of deepening our understanding of how new agricultural technologies are transferred, adopted and diffused.

Science and technology helped to shape resource frontiers in the Empire and conquer environments. They also framed new understandings of environmental change and conservationist policies. In a different way, visual representations conjured the Empire for British people and permeated their view of it. They were an inescapable element in the imagining of imperial nature. The growing range of images, we will argue, similarly had potential for encouraging possession, exploitation, and conservation of natural resources. In 1926, an Empire Marketing Board was established in Britain to promote the consumption of food and products from the colonies and dominions. In its short life till 1933, it produced some of the most striking pictorial representations of empire in the shape of over 700 posters. These were carefully commissioned with explicit instructions to some of the leading designers and poster artists in the country. Many captured the central themes that we have tried to illustrate: they depicted commodities, such as South African fruit, Australian wool, Ghanaian cocoa, or Malaysian pineapples, against a background of vivid landscapes, and sometimes the people who worked to turn nature into commodities. They promoted a positive image of an interdependent empire, in which exotic and beautiful environments, partly tamed, gave forth their riches for the British consumer. In this chapter, we try to describe some of the images transmitted about the landscape and environment of empire, especially in the century from about 1850.While our major focus is on British-based representations, some reference is made to artistic work elsewhere that fed into the imperial visual store. Visual material such as Marketing Board posters familiarized British audiences with far-flung conquered zones, and naturalized their exploitation. However, these images were only one style of representation; there were many others and it is important to capture some of the complexity and variety of visual imaginations, developed in many different media. Images could transcend their intended purpose, and, as in the case of approaches to nature itself, there were conflicting and contending voices. Jostling alongside images that celebrated exploitation were others that championed nature or portrayed it sympathetically. Because of the power of visual media, it is arguable that these had a particular influence on environmental thinking.