Artículos de revistas sobre el tema "Iowa State College. Extension Service"

Based on citizen demand, Iowa State Univ. (ISU) established the first organic specialist faculty position at a U.S. Land Grant Univ. in 1997, as a shared appointment in the departments of horticulture and agronomy, with a 70% Extension and 30% Research split. A series of Organic Agriculture Focus Groups was convened in 1998 to help direct the new organic research and Extension program at ISU. Partnerships with the Leopold Center for Sustainable Agriculture and the College of Agriculture facilitated the ISU sustainable agriculture Extension leader and organic specialist's participation in an extensive focus group dialogue with a diverse group of farmers (organic and conventional), agribusiness professionals, bankers and consumers in six agricultural communities across Iowa. Paramount in the needs assessment was the establishment of organic research sites, both on-farm and at research stations across the state, to demonstrate the economic and environmental benefits associated with organic farming practices over the long term. Specific outcomes-based Extension needs were articulated, which led to the development of an annual schedule of organic workshops, field days and conferences. In 2001, in a survey of 300 farmers, 90% of respondents reported an increase in soil quality and 67% reported a 6 to 30% increase in farm income as a result of organic farming practices. The success of Land Grant Univ. organic programs will be dependent upon administrative support, sufficient resources, and community involvement in the decision-making process.

Service as an intramural official is a common experience for many college students. This kind of experience is thought to contribute to the growth and development of college students since it involves them in a meaningful way in the life of the campus. Such involvement frequently is advocated in the literature as a means of providing for a more robust student experience, thereby improving persistence and retention for students as well as adding a richness to their experience. This study was undertaken to determine if service as an intramural official contributed to student growth and development. To date, research on this topic appears to be nonexistent. A qualitative study involving four sites was undertaken to learn more about how intramural officials evaluated their experiences. The sites included Drake University, Grinnel College, Iowa State University and the University of Iowa. Student officials were interviewed at each site. A draft report was prepared, then reviewed by individuals who worked with the intramural programs at these institutions. After the reaction, a final report was prepared. The students found their experiences to be very important in their growth and development. While typically they began their work as officials for economic reasons or to stay close to sports, they reported that they developed a variety of skills from this experience, including improving their communication skills, becoming more self-confident and self-reliant, working better as a member of a team, and understanding how to handle difficult situations more effectively. For some, they decided to pursue officiating after graduation from college, either on a part-time basis or, in a few cases, in professional sports. While the results of qualitative studies generally are not transferable, the implications of this study for intramural supervisors are powerful. Experience as an intramural official, as famed by this study, can be used as a recruitment tool in the future since the experience appears to be so positive. This study also can be used to demonstrate how intramural sports programs contribute to the educational mission of the campus.

The purpose of this study was to examine the professional contributions of Alice Carey Inskeep (1875-1942), who contributed significantly to music education through her positive and effective teaching, supervising, community service, and leadership in music education. Inskeep was born in Ottumwa, Iowa, and taught for five years in that city's school system after graduating from high school. She served as music supervisor in Cedar Rapids, Iowa, for most of the remainder of her career, where she provided progressive leadership to the schools and community. She was one of three people appointed to plan the initial meeting in Keokuk, Iowa, for what eventually became MENC: The National Association for Music Education, and she was one of sixty-nine founding members of the organization in 1907. The Keokuk meeting served as an impetus for Inskeep to travel to Chicago, where she studied with several notable music educators. Later, she sat on the organization's nominating committee, the first Educational Council (precursor to the Music Education Research Council) board of directors, and provided leadership to two of the organization's affiliates, the North Central Division and the Iowa Music Educators Association. She served as a part-time or summer faculty member at Iowa State Normal School and Coe College in Cedar Falls and Cedar Rapids, Iowa, respectively, and the American Institute of Normal Methods in Evanston, Illinois, and Auburndale, Massachusetts.

Truman David Wood graduated from Delevan (Minnesota) High School in 1950. He earned his bachelor's degree in political science from Mankato State Teachers' College (later Minnesota State University, Mankato). He worked as a teacher in several high schools in Iowa and Minnesota. He earned a master's and Ph.D. from the University of Iowa. He was a professor in the political science/law enforcement department of Mankato State University (now known as Minnesota State University, Mankato) from 1961 to 1991. He taught a variety of courses, but primarily focused on American political thought. Wood demonstrated great care for his students and understood quality teaching and careful advising to be the top priorities of his academic career. He was a leader in his department and the university for many years. He was particularly active in community service. He was a member of the Mankato Housing and Redevelopment Authority, the Mankato Planning Commission for 22 years, and chair of his church administrative council for 14 years. He frequently served as a public speaker for high school commencements and service clubs, and as an election analyst. He was active in Republican party politics until the 1980s, serving as a delegate to the National Convention in 1964. When he retired, he and his wife Reta established the Wood Scholarship for political science majors who demonstrate a record of community involvement and academic excellence. Truman Wood was an inspiring teacher, a caring advisor, and a model citizen. He shaped and touched many lives.

In 1993, then OSU President John Byrne declared that: “All Extension Service faculty, county agents as well as specialists, will be assigned academic colleges, and will have an academic appointment in the appropriate college.” The selection of the academic home would involve a mutual agreement between the individual and the department and would take into consideration the faculty member's academic training, experience, and work assignment. The implementation of this decision was completed by July 1995. In the College of Agricultural Sciences, this assignment of faculty to academic homes was accommodated by adding county agents to the faculty of existing departments. The Dept. of Horticulture faculty numbers nearly doubled, with an increase from 34 to 58. The department head is now very involved in the annual review and salary administration of extension field faculty. Campus-based faculty are now involved in all of the hiring, promotion, and tenure decisions for extension field faculty and vice versa. Field faculty participate in departmental decision making. The change in the number and diversity of faculty in the department is a unique effort to unify programmatic focus for extension, research, and teaching at OSU. As a work in progress, many issues are being addressed including full faculty participation in the decision-making process, communication, evaluation of scholarship, and building departmental community. Successes, pitfalls, and challenges ahead will be discussed and illustrated.

Abstract From colonial times to the present, America has prized education as the provider of individual opportunity, as well as our national progress. The value of practical education was delineated clearly with the passage of the Land-grant “Morrill Act” by the U.S. Congress, signed by Abraham Lincoln in 1862. The Land-grant Act provided grants of federal land to every state that agreed to establish at least one college to teach agriculture and the mechanic arts along with other scientific and classical subjects. This and subsequent legislation to support research and extension developed the “trilogy of American ingenuity”—the blended roles of teaching, research, and public service that form both the mission and strength of America's land-grant universities.

Extending community extension programs at present is affected by the COVID-19 pandemic hence, the College of Arts, Sciences, and Technology embraced new strategies in extending learnings to the community in accordance with the strict implementation of health protocol. With the advent of technology, the College was able to materialize its first webinar extension programs in partnership with the Parents Teachers Association of Basic Education Department of Occidental Mindoro State College. The extension program aims to educate the parents on the importance of their mental health as well as ways of guarding their children’s mental health. The conduct of the extension activities covered various methods of interventions using an online platform. The intervention program covered different topics that focus on mental health specifically with the integration of experiential learning to give the audience the opportunity to know exactly how to understand Student’s Stress Anxiety and Depression (SAD), Positive Parenting, and Mindfulness of Parents. The intervention program was conducted through lectures, discussion, question and answer, and experiential learning methods. As a result, the overall training evaluation obtained an overall mean of 4.73, which means it is very highly effective. Furthermore, to sustain the program, it must be extended with other organizations to improve service delivery.

The 2004 report from the National Gardening Association showed that 84 million people (78% of the U.S. population) participated in one or more types of do-it-yourself lawn and garden activities. This creates a substantial consumer group, and an important audience for Cooperative Extension to reach with educational programming. In 2003, a collaborative project between the Iowa State University (ISU) Extension Service, a regional gardening magazine, and regional television stations began as a new avenue to deliver educational programming related to horticulture. Gardening in the Zone is a series of 35 two-minute segments that are broadcast weekly March through October during local morning and evening news programs. Currently, the segments are shown on television stations across the state, resulting in over 95% coverage and reaching viewers in southwestern Wisconsin, northwest Illinois, southern Minnesota, and eastern Nebraska. In just 1 year, the number of stations carrying the segments has doubled. The segments are hosted by a broadcast professional and done in a question and answer format with an introduction, content on the particular topic, and a close. To close the segment the host refers viewers to the ISU Extension Gardening in the Zone website (http://129.186.89.193/gardening/) and the magazine website, which appear on the screen. This format provides a minimum of three potential contacts with the viewer including the real time broadcast, reference to the website, and ultimately, links to Extension publications from the website. These segments provide research-based information to a large audience that traditional Extension programming methods might not otherwise reach.

In the process of promoting an agricultural appropriation bill in the 1914 legislative session, members of Congress engaged in a vigorous debate about the appropriateness of public-private collaboration in the federal government. They had discovered that the Department of Agriculture had been receiving funding directly from the General Education Board (GEB), a philanthropy established with funds from the Rockefeller family, for staff hired to engage in agricultural extension services. Representative William Kenyon of Iowa explained to his fellow Congressmen that employees “were on the pay roll of the Government; and, as I understand, the man who is at the head of the farm demonstration work received $1 per month from the Government and $625 per month from the Rockefeller Fund.” While Senator John Sharp Williams of Mississippi generally supported the use of private funding, he expressed the sentiments of many of his colleagues with his concern that it was “a very bad thing to get the employees of the Federal or of the State or of a city government in the habit of relying upon rich men and corporations for aid and assistance, because it brings around… a certain, perhaps dominating, influence upon the officials themselves that might be and probably would be finally detrimental to the public service or to self-respect and interest of the masses.”

Objective: The objective of this paper to examine the major limitations of past efforts in Nepal regarding the link between agriculture research, education, and extension and to highlight the government’s strategy and policy measures to overcome these limitations in the new federal structure in Nepal. Methodology: The paper is based on the government policy paper, articles, books, reports, and website. Policymakers, faculties, and researchers from three major stakeholders of REE blended through key informant interviews. Result: Paper concluded that linkages between the research, education, and service delivery are the weakest. Lack of extension policy, lack of joint ventures or common programs, no functional link between universities, agricultural ministry, research institute, and private sector in policy forums are weakening REE linkages. Rural extension and community development can be developed as a three-way partnership. i) land-grant university/college in each state including municipalities, ii) state government through ministry and department iii) local government through municipalities, and Community Agriculture Extension Service Centers (CAESC). Implication: A typological model is suggested to explain organizational and operational linkage strategies. Taking these together, the scattered efforts and services being provided by the existing structure, Agriculture Academic Institution (AAI) should able to fulfill these gaps with the close collaboration of community initiative as suggested by Agriculture Development Strategy (ADS). While doing so, the existing institutional structure can also be restructured and revitalized.

Embracing the adage Sharing is Caring, Giving is Loving, Mindoro State University (MinSU) exemplifies its dedication to fostering a culture of compassion and generosity within the Mindoro province. This study evaluates the multifaceted extension programs conducted by the College of Computer Studies (CCS) at MinSU Bongabong Campus. Extension activities serve as vital endeavors that bridge academic institutions with communities, addressing diverse needs through initiatives like seminar, gift-giving, and SIM card free registrations. Through qualitative and quantitative analyses, this study evaluates the implementation status of these programs across strategic, social, and service dimensions. Findings underscore the college's commitment to community engagement and excellence, affirming its role as a catalyst for positive change. Recommendations encompass deeper community engagement and expanding collaboration and partnerships with other institutions and stakeholders to address emerging challenges effectively and ensure responsive and comprehensive solutions to community needs.

Michigan State Univ. (MSU) offers 10 certificate programs through the Institute of Agricultural Technology. These programs are campus based, approximately three semesters in length, and include a professional internship. Efforts were made in horticulture to expand programs into major population centers through joint programs with community colleges. Cooperative agreements were developed with Grand Rapids Community College and with Northwestern Michigan College in Traverse City. Issues addressed in the agreements include recruiting, admissions, advising, financial aid, integration of curriculum from both institutions, distance-learning delivery through the CODEC system, instructional commitments from campus-based and adjunct faculty, procedures for transfer to bachelor's degree program at MSU, and graduation. The symbiotic relationship between the institutions has expanded curriculum opportunities in the local areas, increased accessibility to MSU Horticulture programs, and better serves the nontraditional student. Outreach efforts for academic programs complement the traditional outreach that has occurred through the Cooperative Extension Service.

Professor Mushtaqur Rahman, a renowned Muslim geographer, who wasborn on July 1,1933 in Agra (India), died of cardiac arrest at Des Moines,Iowa (USA), on November 5, 1999. He had heart problems for severalyears that had slowed down his academic and social service activities butnever deterred him from performing them.In 1947, he migrated to Pakistan, a country he loved dearly and lived toserve throughout his life. Still, his contributions went beyond it in a numberof ways. Having done his B.A. (1953) and M.A. (1955) from theUniversity of Karachi, he taught at Islamiah College, Karachi, and SindhUniversity, Hyderabad for a few years. He earned his Ph.D. degree inCultural Geography, from Louisiana State University in 1960, and didpostdoctoral research at the University of Geisen, Germany in 1966-67. Heserved in the Department of Geography, University of Karachi, Pakistanfrom 1963 to 1969. He was appointed Professor of Geography in theDepartment of Anthropology, Iowa State University (ISU), Ames, Iowa.He served ISU till his retirement in May 1998.Dr.. Rahman’s contribution to the field of Cultural Geography of SouthAsia has been recognized worldwide. In Professor Rahman was combinedan activist and quiet researcher. He was a founding member of the OldStudents’ Association of Karachi University (OSAKU), which he served invarious capacities. Besides carrying out advisory duties for the MuslimStudents Association at ISU, he organized for its students and faculty manystudy tours of Pakistan and brought a number of Pakistani scholars to IowaState.His main scholarly contributions are through his very long, sincere, dedicatedservice to the Association of Muslim Social Scientists (AMSS) andthrough his many worthy publications in the field of political and culturalgeography. Not only did he serve AMSS as its vice president with one ofits founders, Dr. AbdulHamid AbuSulayman, but he was also elected its ...

Health Beyond Bar (HBB) is 4-year project aimed to help persons deprived of liberty (PDLs) at Bataan District Jail in Balanga to improve health conditions and situations through provision of health service and health education. A medical clinic was established in 2015 under the auspices of the College of Nursing and Midwifery and financial assistance from Bataan Governor and Department of Health. To assess the impact and determine objectives attainment, the study delved on: What is the level of increment of trained and educated PDLs in the HBB program? What are the health problems managed from the period of 2019 to 2020? What is the prevalence rate of communicable diseases managed from the period of 2017 to 2020? Are there significant differences in the prevalence rate of communicable diseases managed in the facility? Records review and data scrutiny were used. A consistent percentage increment of trained PDLs creating an impact in their health conditions was observed. Number of trainings conducted in 2018 compared to other years also have increased. Eight common health problems were managed by the clinic and a considerable increase in the number of these were managed in the clinic. Prevalence of Tuberculosis and Sexually Transmitted Diseases have considerably declined. An erratic prevalence in skin disease was observed. Likewise, it’s prevalence was noted to be significant, while the rest of the health conditions were not significantly different. A new strategy of implementation of Health Education Session and Training may be adopted where offerings may be done on a two-week cycle per quarterly. A more innovative delivery of training programs may improve the numbers and retention of information shared. A robust approach to health education related to skin disease may be devised. Lastly, the Medical Clinic may use creative information drive in compliance and monitoring of prevalent health conditions.

The Agricultural Research, Extension, and Education Reform Act of 1998 (AREERA) represents a concerted effort on the part of federal legislative leaders to rethink the manner in which agricultural research and extension programming are undertaken within the land-grant university system of our nation. For the first time ever, land-grant schools are being mandated to increase their energies in support of “multi” activities; namely, multiinstitutional, multidisciplinary, multifunctional, and multistate activities. The intent is to bring about greater efficiencies in carrying out the research and extension missions of our land-grant entities. In this presentation, the key provisions of AREERA are outlined. These elements include: 1) the commitment of 25% of Hatch formula funds in support of multidisciplinary research involving another agricultural experiment station, Agricultural Research Service, or college/university that collectively are seeking to solve problems that concern more than one state; 2) the expenditure of Smith-Lever formula funds for support of multistate extension activities equivalent to 25% of these formula funds, or twice the level of resources devoted to such activities using FY97 funds; and 3) a directing of 25% of Smith-Lever and Hatch funds received by an institution in FY2000 for integrated research and extension activities (or twice the level of effort committed to such efforts in FY97). It is further noted that while 1890 and 1994 institutions are required to engage in multidisciplinary, multistate, and integrated research and extension activities, they are not compelled to meet the 25% goal outlined in the AREERA legislation. Aside from the resources that must be devoted to certain activities within the Agricultural Experiment Station and the Extension Service, AREERA makes quite clear the need to actively engage stakeholders in giving shape to the priority activities of these land-grant entities. Moreover, it notes the importance of documenting the impact of the institution's research and extension investments on the priority concerns of its stakeholders. Among the key questions that will be employed to evaluate the quality of an institution's efforts are the following: Did the program address a critical issue? Did it address the needs of underserved and underrepresented populations in the state(s)? Did the investments result in improved program effectiveness and/or efficiency? Indeed, AREERA changes the landscape for many of the South's land-grant institutions. However, if efforts undertaken to date are any indication, the leadership and faculty of the region's land-grant system will successfully respond to the challenges that AREERA poses for them.

This descriptive research aimed to assess analyze and evaluate the implementation of CSR among MSME in Tabuk City All seven indicators indicate mean ratings of ‘great extent’. Among the eleven CSR activities MSME’s are most active in disaster relief assistance activities and are not inclined to support Scientific Researches, Service to Veterans and Senior Citizens, Health Development and Socialized and Low Cost Housing. The extent of implementation of Community research and extension programs of Kalinga State University by its faculty garnered an overall mean of 2.62 which reveals that there is a ‘moderate extent’ of implementation. According to a DTI key person, lack of time, man power, promotion of benefits, incentives and proper coordination are the main problems and challenges encountered by the MSMEs in the implementation of CSR. It is therefore recommended that the College of Business Entrepreneurship and Accountancy should focus more on finding theories and concepts that are appropriate for implementing good and effective CSR by conducting CSR -related researches and the research findings and the theories and concepts formulated should be communicated to the MSMEs through the development of IEC materials and conduct of Training and Seminars. There may be collaborative implementation of CSR programs between Kalinga State University and the MSMEs of which the university may serve as the interceder between the MSME and the community. As an offshoot of the study, a proposed addition to the Research and Extension Agenda of the College of Business Accountancy and Entrepreneurship was crafted and A program proposal that aims to contribute to community development by conducting a series of training/seminars/workshop activities leading to a deeper and meaningful understanding and appreciation of CSR and towards socially responsible MSME’s in Tabuk City Kalinga is formulated.

Interest IN and conversion to sustainable agriculture practices, such as organic agriculture, integrated pest management or increasing biodiversity, has been increasing for a number of years among farmers and ranchers across the United States In order to meet the needs of producers, university researchers and educators must adapt their program areas to reflect this change toward sustainable agriculture practices. Although consumers, producers, and extension workers have been surveyed regarding their attitudes and interests in sustainable agricultural practices, few surveys have examined sustainable agriculture perceptions among university agriculture professionals. The object of this study was to survey 200 agriculture professionals, including research scientists, classroom educators of the Land-Grant agricultural college and the Cooperative Extension service of a southern state with a traditional agricultural economy in order to determine their perceptions and attitudes toward sustainable agriculture and to gather information on current research and education activities relevant to sustainable agriculture. Seventy-eight questions were asked concerning professional incentives, personal and professional importance of topics under the sustainable agriculture rubric, current research and educational activities, and demographics. By conducting this research we hope to identify factors that are an impedance or assistance to future research and education to support sustainable agriculture. The survey findings will provide a foundation for directing and developing agriculture research and education programs for row crops, fruit, vegetable and livestock production.

Generally, this study delved on the performance of Teacher Education Institutions in state universities and colleges of Region IV-B in relation to their Level II accreditation status. The levels of performance of Teacher Education Institutions were seen in terms of the following indicators: 1) faculty with specific provisions in teaching performance and professional development; 2) curriculum and instruction with specific provisions in board examination performance and admission-graduation ratio; 3) research outputs; and 4) extension services. Descriptive and documentary analysis types of research were adopted. Data extracted from the Agency Performance Rating (APR) instrument which is basically the measurement the tool for Normative Financing Scheme of DBM, the SUC Leveling instrument of CHED, the National Budget Circular (NBC) No. 461-Qualitative Common Evaluation (QCE) instrument, the Performance Evaluation System (PES) of the Civil Service Commission and the AACCUP Survey Instrument were used. As an offshoot of the study, a sustainable accreditation plan was proposed. The respondents of the study were the Teacher Education Institutions in the main campus of six state universities and colleges in Region IV-B offering Bachelor of Elementary Education and Bachelor of Secondary Education during the SY 2011-2012. Generally, the findings revealed that the level of performance as perceived by the SUC-TEIs under study and based from the ratings of AACCUP varies in different descriptions. Comparative analysis showed that board examination performance and admission-graduation ratio got statistically similar ratings from the two evaluation systems and that their assessments as far as academic performance is concerned are the same on the aforementioned areas. However, a significant difference was reflected on the areas of teaching performance, professional development and extension Services and highly significant difference on research as perceived by the SUC-TEIs and AACCUP. Documents supplemental to the data elucidated that the six TEIs of state universities and colleges in Region IV-B have common strengths and limitations in the four major (4) areas of accreditation. Conclusions were drawn out of the findings and strengthened the concept that despite gaining level II accreditation status, there were some areas that need considerable improvement in performing the academic functions of Teacher Education Institutions to achieve institutional effectiveness. An overview of the general result showed that several items have no significant difference between the perception made by SUC-TEIs respondents under study and the accreditation ratings by AACCUP concluding, therefore, that the two groups of organization had almost the same analysis as to the effectiveness of academic performance of these six TEIs. Common limitations were identified in almost all Teacher Education Institutions. For these reasons, it was recommended that faculty members of each college/dept should sustain a strong academic focus and further strengthen capabilities in research and extension. Re-evaluation of the areas with low performance was also suggested for possible interventions that can be resulted to an effective and efficient delivery of services to stakeholders. Other areas that did not contribute significant effects to the performance of the College/Department of Education should be given emphasis and attention by the school administration in preparation for the next higher level of accreditation. Finally, adoption of the proposed sustainable accreditation plan for the University/College and replication of this study among other SUCs located in other regions or maybe used by other programs are advocated.

To contain the spread of corona virus, the Philippine government officials ordered the cessation of classes; so, people had to stay at home. But, classes had to continue via online platforms. However, as pre-service teachers grow in their profession in their practice teaching, they must see the transition of such growth in experiences during their pre-service training, practice teaching or practicum in the university. Particularly in this study, the researcher described the thoughts of 20 BEED 4A students as key informants who were in their terminal year (graduating---4th year) in the College of Education---Pulilan Extension of the Bulacan State University---Philippines, during the 2nd semester of School Year 2021-2022. The researcher used the mixed method research (MMR) to collect and work with non-numerical data to interpret meaning from these data that help her understood transition experiences through the study of their narratives and metaphorical drawings. The pre-service teachers’ online teaching persona includes flexibility, adaptability, technological adequacy, and the belief that teaching is about student learning, their mastery of the material, and the development of cognitive skills. Based on the metaphorical drawings, the participants revealed their teaching persona, including the image of climbing a ladder, riding a Ferris wheel, growth and development, and trying to put pieces in a puzzle; they disclosed that their teaching persona is influenced by flexibility and transformation. Succinctly, their selfefficacy is with very great quality.

In Miami-Dade County, Fla., there are 1,240 registered nurseries, growing plants in 14,000 acres, making it the state's leading nursery crop producer. This industry provides 18,000 nursery related jobs and in 2000 had an estimated total value of $790 million. Like many other agricultural industries in Florida, the nursery industry has become very competitive; as a result, many growers are searching for new marketing opportunities. The Caribbean region consists of 28 nations with a population of 21 million. This region is considered one of the most dependent on agricultural imports. In 2004, United State agricultural exports to the Caribbean reached a total value of $1.9 billion, of which $9 million was nursery plant product. Due to proximity of many of the Caribbean countries and cheap transportation costs, the United State is essentially trading in its own backyard. To strengthen the export knowledge of local nursery growers, a partnership was created among the Southern U.S. Trade Association (SUSTA), the USDA's Caribbean Basin Agricultural Trade Office (CBATO), Miami–Dade College, and the University of Florida/Miami–Dade County Cooperative Extension Service. Two different workshop series were offered to train selected nursery managers about the export essentials. As a result of this partnership, 21 nursery growers were able to complete the program, 57% of the participants had exported in the past to the Caribbean and 43% are now starting to export.

Abstract William Jasper Spillman (1863-1931) developed wheat hybrids at Washington State Agricultural College in 1899 and was the first to explain Mendelian theories to an agricultural audience. He moved to the USDA in Washington, DC, where he pioneered the field of farm management and helped establish cooperative programs that evolved into the Agricultural Extension Service. Spillman, an iconoclast of sorts, straddled the rural world of empirical thinking as well as the world of professional science. He remained linked to his Missouri roots by participating in the National Grange his entire adult life, while he also was a member of the American Academy of Science and received an honorary doctorate for his pioneering work in genetics. The plant genetics work he participated in was largely responsible for agricultural over-production and ultimately the depopulation of rural America by the 1930s. He sought to resolve the situation with his plans for a national agricultural allotment program, which eventually became the foundation for federal farm programs. His books, "The Law of Diminishing Returns (1924)" and "Balancing the Farm Output: A Statement of the Present Deplorable Conditions of Farming, its Causes and Suggested Remedies (1927)", helped shape agricultural policies for decades.

The objectives of the study are determined to analyze the competencies, motivation and implementation of lecturers in improving performance. This research was conducted in 4 STPPs from 6 service education colleges under the Ministry of Agriculture namely Medan STPP, Bogor STPP, STPP Magelang and STPP Malang. The research area was chosen purposively with the consideration that the six locations were universities belonging to the Ministry of Agriculture which had received performance allowances since 2012. The researchers wanted to determine how the level of performance capabilities of government officials (PNS) especially lecturers in producing quality graduates. Lecturer competencies have a significant influence on the performance of lecturers. This indicates that the higher the competence possessed by the lecturer, the higher the performance of the lecturer. Lecturer competency consists of four types of competencies, namely pedagogic competence, social competence, professional competence and personality competencies. Based on purposively methods, the results of research in 4 (four) STPP, social competency is the ability to communicate and interact effectively and efficiently with students, fellow teachers, parents / guardians of students, and the wider community having the highest influence of 34.6%, then competency professional, ability in mastering subject matter widely and deeply, that is equal to 23.2%. Providing performance allowances which is one form of the reward and punishment system and provides a significant influence on the performance of the Lecturer.Motivation has no significant effect on the performance of the Lecturer in Agricultural Extension College (STPP).

The Master Gardener Program in the state of Wisconsin is growing rapidly and has been in existence since the late 1970s. There are several aspects of our program(s) that make us unique. First, we are one of the very few states to service all counties within the state, not just our heavily metropolitan areas. Second, we have two major program types along with some unique county programming. We have the basic Master Gardener Program, which covers the major aspects of horticulture—this gives the learner 36 h of training with an expectation of 36 h of volunteer work in return. We now offer the general program in districts (extension has six clusters of counties in Wisconsin)—such that the counties within a district (usually around 16) will have the chance to offer the course at least once every 3 years. That is because the general course is offered once a week (3 h in the evening) for 12 weeks; and thus the basic course is offer spring and fall. If some of the counties within a particular district do not choose to participate, then other counties around the state can take part. Most of the 12 programs are high quality 2-h video productions followed by a 1-h ETN program, which is like a big conference call—everyone has an interactive session with the specialist who developed the video. The specialized program is a series of four 36-h (six 6-h days) training over a 4-year period, which covers flowers, fruit, vegetables, and turf, along with trees and shrubs. This program is offered in our four largest metropolitan areas and is still done all by live lecture. Finally, we require update training for our MGs if they want to continue to be members in good standing (wallet-size cards are issued). This involves 10 h of specified educational opportunities and 10 volunteer hours per year. We also have a day-long educational conference each spring as well as cooperating with Iowa and Minnesota to offer a 2-1/2 day workshop on the alternating years of the international conference. This is hands-on training, held usually the end of June, and rotates among the three states. We now have a stong MG association which has nonprofit status and is an integral partner with us here at the university. Not only do MGs receive members in good standing cards annually, they also receive certificates for 150, 250, 500, 750, and 1000 h of service as well as a 10-year certificate.

The advent of horticulture, backed by research, teaching, and extension in the State of Minnesota during the 1800s, had long-term ramifications for initiating opportunities for the newly formed University of Minnesota, the Minnesota Agricultural Experiment Station, and the Minnesota State Horticultural Society—all of which worked closely together. The founding of the horticulture department in 1888, then known as the Division of Horticulture and Forestry, provided long-term commitment to address the needs of the horticulture field. The integration of female students in 1897 provided inclusivity of gender perspectives in horticulture and enabled essential services during World War I (WWI), when male students, faculty, and administrators were drafted into military service. After the sudden death of Dr. Samuel Green, the first Department Head, in 1910, Dr. LeRoy Cady (who served as an Acting Department Head) instituted a novel idea at the time of having weekly departmental seminars. These formally commenced on 13 Jan. 1913, with the first seminar entitled “Organization of the Seminar.” A survey across the country of horticulture or plant science-based departments revealed its uniqueness as being the oldest seminar series in the country and, undoubtedly, the world. An early seminar tradition included taste-testing of fruit. Early seminars were conducted in the department office of the newly built Horticulture Building (opened in 1899). This idea of the seminar format—as a valuable mechanism of exchanging ideas and increasing department associations—was spread by faculty and Dr. Cady at national and regional meetings of the American Society for Horticultural Science. The seminar concept stretched across the country to other universities and colleges with horticulture programs to make such a forum commonplace to convey research, teaching, and outreach findings in academic settings. Knowledge of the history of the seminar series remained obscure until the record book was discovered in 2010, which provided documentation of its founding and the early years of knowledge-sharing in seminar format. To mark this unique event in horticultural science, a centennial celebration of the seminar series occurred on 13 Jan. 2013. An estimated total of 1899 seminars have been presented during this century-long period. However, a gap in the seminars during 1916 to 1925 was unexplained in the record book. Examination of the departmental, college, and university archives during this time period revealed two primary reasons for this: WWI and the 1918 influenza epidemic. The War Department’s takeover of all college and university campuses in 1918 resulted in the decimation of the faculty and student body by mandatory service (all males age 18–45 years), the institution of a wartime curriculum (which limited the number and types of horticulture classes), the takeover of essential departmental functions by nondrafted men and all female students/faculty, the building of barracks (many of which were on horticultural research plots), and the cessation of all activities, including the seminar. Concurrently, the 1918 influenza outbreak prohibited social gatherings, thus limiting interactions such as seminars. Only a few photographs exist of students wearing masks in 1918, but the impact of the flu seriously affected the ability of students to return to the University of Minnesota after WWI. One subtle benefit in 1918 was the first-ever admission of disabled students (veterans) to horticulture classes. The deaths of students, faculty, and administrators on WWI battlefields, in training camps, or by influenza, as well as post-traumatic stress disorder, devastated the department for years. Lessons learned from these tragedies resonate with the modern-day continuation of the seminar series in the context of the current Covid-19 pandemic.

Abstract The Morrill Land Grant Act of 1862 created colleges to “benefit the agricultural and mechanical arts” and established one college per state “where the leading object shall be…to teach such branches of learning as are related to agriculture…to promote liberal and practical education”. Further, the purpose of Smith-Lever Act of 1914 is “to aid in diffusing among the people of the United States useful and practical information on subjects relating to agriculture…and to encourage the application of the same”. From this legislation the role of universities was established to research and disseminate scientific information to various audiences. A key component of these legislative charges is the feedback loop between university faculty, producers, and industry professionals to assure the continuance of “liberal and practical education”. This feedback loop ensures that relevant information is pursued by faculty and provides an avenue for producer needs to be communicated back to faculty. Development of personal relationships between stakeholders and faculty is an integral part of the information flow. On-farm research and in-person educational programs, along with on-the-ground visits by faculty, have historically served an important mechanism for information flow and feedback. However, across the U.S., Animal Science undergraduate enrollment has increased dramatically while faculty and field staff extension FTEs have declined. Funding for such has remained stable over the past 20 years. These trends resulted in prioritization for undergraduate teaching and grantsmanship among faculty. The advent of electronic communications has diminished personal face-to-face interactions and on-site visits by faculty to production entities. Consulting with producers at their business often is most rewarding in learning and respected by producers, however this interaction is sometimes viewed as “service” which is viewed as a low priority by some administrators. This symposium will examine best practices by faculty to ensure land-grant universities align with the legislative mandates established by Congress and benefit from valuable interaction with clientele.

Abstract Background Peripheral blood smears from finger stick specimens normally show a variable number of platelet clumps. This is believed to be due to platelet activation during the preparation and exposure of glycoprotein Gp Iib/IIIa receptors. Congenital lack of Gp Iib/IIIa (CD41/61) such as seen in Glanzman’s thrombasthenia is characterized by presence of single unclumped platelets in peripheral blood smears. Gp Iib/IIIa antagonists such as Tirofiban cause Glanzman’s thrombasthenia-like defect and would be expected to inhibit platelet clumping in peripheral blood smears. Cardiologists, for the treatment of acute coronary syndrome, increasingly use Tirofiban or other Gp Iib/IIIa blocker. It is given intravenously and has a short half-life. It is thought to be particularly effective because of inhibition of the final common pathway of platelet aggregation. Methodology/results We retrospectively analyzed from January 2000 to Feb 2005, blood smears from finger stick preparations of 35 patients on Tirofiban and 35 controls, who had normal platelet count, for the presence of platelet clumps. The Tirofiban group was referred to the hematology service by cardiologists, mostly for workup of anemia or presence of hypercoagulable state. The control group was patients in the Hematology- Oncology outpatient, who had diagnosis of non-myeloproliferative disorder. Only patients with normal platelet count were included. Slides were prepared from patients while they were on Tirofiban infusion. This information was based on chart review and computer records. All 70 slides were blinded. Hematology fellows under the supervision of hematology attending physicians counted 200 platelets on each slide at 50x magnification. Platelets were classified as single unclumped platelets, platelets in clumps of 2, 3, 4, or 5 and over. More than 90% of platelets were single unclumped in 28 of 35 patients on Tirofiban, while more than 90% of platelets were single unclumped in only 2 of 35 patients in the control group. Conclusion GpIIb/IIIa antagonists are increasingly used for patients with acute coronary syndrome. The inhibition of platelet clumping in peripheral blood smears of patients on these agents has not been studied. We found a significant decrease of platelet clumping in patients on Tirofiban as compared to controls. This is an example of utilization of knowledge of congenital defect and iatrogenic effect of medication, for possible patient use. Further study is needed to confirm this observation and correlate it with the clinical benefit in patients with acute coronary syndrome. The possibility of GpIIb/IIIa resistance may also need to be looked into. This will be a simple, inexpensive test that may be used to correlate with response or possible need for dose adjustment. This is an extension of a study of 20 patients, which was accepted as an abstract, at the annual American College of Cardiology meeting, in March 2005 in Florida. Tirofiban (35) Control (35) Number of patients with >90% single unclumped platelets 28 2 Number of patients with <90% single unclumped platelets 7 33

Beans are noted for their healthful nutrient profile, diversity in flavors, and role in sustainable agriculture. Pinto, black, white, kidney, and others, can lower LDL cholesterol, aid in glycemic control for type 2 diabetes, and reduce some cancers. Despite these benefits, few Americans meet the recommended intake of 1.5–2 cups of beans per week. Limited resource populations in the US have higher chronic disease rates – often related to poor dietary intakes. Empowering low‐income women with knowledge about the health benefits of beans could have far‐reaching results. They are often responsible for decisions made about the family diet, and influence children's food preferences. We collected baseline survey data on attitudes towards knowledge of the health benefits of beans from 178 low‐income women. This convenience sample came from agencies that provide health, nutrition, or community services to low income people in three central Iowa counties (Polk, Marshall, Story). Most questions were asked as Likert scales with options for: strongly disagree, disagree, do not know, agree, and strongly agree.The average age of respondents was 36.4 ± 12.5 years, and 55% self‐identified as Hispanic. Cholesterol reduction by bean consumption is one of the most widely known health benefits, yet 59% “did not know”, with 34% reporting “agree/strongly agree.” A similar lack of knowledge was observed with blood glucose control (62% do not know; 27% agree/strongly agree). Cancer risk reduction is a lesser known association with bean consumption. It was not surprising that 70% did not know of this potential benefit from eating dry beans. A few significant differences were observed by Hispanic ethnicity categories. More Hispanic women agreed that beans improved your nutrition (p =0.025), and helped you feel full (p =0.018) than their non‐Hispanic peers.Our findings support the need for increased education about the health benefits of bean consumption as part of a healthy lifestyle for limited‐resource women engaged in nutrition or health assistance programs. Promotion of beans for improving diet quality, cholesterol reduction, and normalization of blood glucose are important health education messages for all populations, but especially for those at high health risk. Increasing awareness of these health benefits might help retain beans in the diets of Hispanics as they experience acculturation, and increase intakes among all citizens as well for better health.Support or Funding InformationPartial funding provided by: Iowa State University ‐ Human Sciences Extension and Outreach, College of Health Sciences, and Food Science and Human Nutrition – Science with Practice Seed Grant Program.

Extension is positioned to develop and implement high-quality, high-impact internship experiences for college students in local communities. The creation of the Rising Star Internship program arose from interest in providing experiential work opportunities for Iowa State University students coupled with the organizational goals of promoting awareness of Cooperative Extension and increasing interest in employability within Extension. The program provides a paid county-level summer internship with several unique elements. Evidence collected from student participants suggests that it is a mutually beneficial endeavor for Extension, students, and communities. Extension systems may desire to replicate these efforts if they share similar ambitions.

Land-grant universities were established with a tripartite mission: education, research, and outreach through the Cooperative Extension Service. The purpose of the study reported here was to evaluate the online presence and technological adoptions of Extension on land-grant university, college of agriculture, and state Extension websites. Almost half of the university websites did not contain a direct link to Extension, and only 10% highlighted Extension services. Many state Extension websites had some form of social media, but only 45% had a link to eXtension. The results demonstrate the need to expand Extension's Internet presence, particularly on land-grant university websites.

Eat, Grow, Lead 4-H Club was created as a pilot program for college students seeking to gain experience as non-formal youth educators, specifically serving pre-entry level Extension educators through a university-based 4-H club. Seventeen student volunteers contributed an estimated 630 hours of service to the club during spring 2011. The club served 23 children of students living in on-campus housing at Oklahoma State University. The primary purpose for sharing this "idea at work? is to encourage university faculty to create similar programs to serve college students seeking careers as Extension educators.

In the teacher-education program of higher education institutions (HEIs), service learning has become an integral part of the curriculum. This is brought by the strong emphasis on the civic mission of HEIs which is aimed towards development within faculty members an awareness of, sensitivity toward, and engagement in civic issues and activities through participation in the society. This single case study explored the service-learning culture of the College of Education of Bataan Peninsula State University-Balanga Campus by looking at the cases in which the college engaged with the communities it adopted over the years of its existence. Twelve faculty members who participated in the service-learning activities in several adopted communities in the city of Balanga and the town of Bagac and Morong, Bataan were selected as participants using the purposive sampling method and the application of the inclusion and exclusion criteria. In-depth interviews, focus group discussions, and document analysis were used in gathering data. Researchers used pattern matching as a preferred strategy in the data analysis that provided categories of information that helped in establishing emergent themes. Results showed that service learning is conceptualized and approached in the college as a pedagogy, social responsibility, and commitment to lifelong learning. Capabilities enhancement and promotion of human development are incorporated in service learning through curriculum design, project design based on needs assessment, and research-based community extension projects. As such, the service-learning conceptualization and development in the college is curricular, project, and research-based. Recommendations on how to improve the service-learning of the college were put forward. Keywords: service learning, curriculum design, project-design based, lifelong learning

Abstract Iowa State University’s (ISU) Integrated Pest Management (IPM) program partnered with the ISU College of Design (COD) to use Design Thinking and other practical design methodologies and theories to identify and develop approaches to address IPM extension and communication issues. ISU IPM met with agriculture industry, program colleagues, and ISU COD faculty to discuss IPM-related needs in agriculture and to determine the program’s primary challenges. ISU COD faculty developed a two-semester course for undergraduate students, allocating various resources to solve these challenges. Undergraduates in the course, as the primary agents and problem solvers, developed various strategies the IPM program and its colleagues could implement. A model of interdisciplinary collaboration was developed, where design and science may function as equal partners in a design education setting. In our collaboration, the partners bought into a design-led process-based methodology that began with identifying IPM communication needs. This project resulted in unique design interventions to communicate IPM to stakeholders and the public, as well as created a model for interdisciplinary cooperation that can be exported to fields outside of agriculture and IPM.

04–573 Akker, Evelien (Nijmegen U., The Netherlands; Email: e.akker@nici.kun.nl) and Cutler, Anne. Prosodic cues to semantic structure in native and non-native listening. Bilingualism: Language and Cognition (Cambridge, UK), 6, 2 (2003), 81–96.04–574 Allen, Heather W. (University of Pittsburgh) and Herron, Carol A. mixed-methodology investigation of the linguistic and affective outcomes of summer study abroad. Foreign Language Annals (New York, USA), 36, 3 (2003), 370–385.04–575 Barcroft, Joe (Washington U., MO, USA; Email: barcroft@artsci.wustl.edu). Effects of questions about word meaning during L2 Spanish lexical learning. The Modern Language Journal (Madison, WI, USA), 87, 4 (2003), 546–561.04–576 Boehlke, Olaf (Creighton U., USA; Email: bohlke@creighton.edu). A comparison of student participation levels by group size and language stages during chatroom and face-to-face discussions in German. 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Applied Language Learning (Monterey, CA, USA), 13, 1 (2003), 1–18.04–585 Dykstra-Pruim, Pennylyn (Calvin College, MI, USA). L2 acquisition of German plurals: how students form them and textbooks teach them. Die Unterrichtspraxis (Cherry Hill, NJ, USA), 36, 1 (2003), 43–55.04–586 Eckman, Fred (University of Wisconsin, USA; Email: eckman@uwm.edu), Elreyes, Abdullah and Iverson, Gregory. Some principles of second language phonology. Second Language Research (London, UK), 19, 3 (2003), 169–208.04–587 Egbert, Joy (Washington State U., USA; Email: jegbert@wsu.edu). A study of flow theory in the foreign language classroom. The Modern Language Journal (Madison, WI, USA), 87, 4 (2003), 499–518.04–588 Ehrman, Madeline (Foreign Service Institute, US Dept of State, Washington DC, USA; Email: ehrmann@aol.com) and Leaver, Betty Lou. Cognitive styles in the service of language learning. System, 31, 3 (2003), (Oxford), 393–415.04–589 Felser, Claudia (U. of Essex, UK; Email: felsec@essex.ac.uk), Roberts, Leah, Gross, Rebecca and Marinis, Theodore. The processing of ambiguous sentences by first and second language learners of English. Applied Psycholinguistics (Cambridge, UK), 24, 3 (2003), 453–490.04–590 Gass, Susan (Michigan State University, USA; Email: gass@msu.edu) and Svetics, Ildikó. Differential effects of attention. Language Learning (Michigan, USA), 53, 3 (2003), 497–545.04–591 Griffiths, Carol (Auckland Institute of Studies, Auckland, New Zealand; Email: carolg@ais.ac.nz). Patterns of language learning strategy use. System, (Oxford, UK), 31, 3 (2003), 367–383.04–592 Hertel, Tammy J. (Department of World Languages and Cultures, Juniata College, USA; Email: hertel@juniata.edu) Lexical and discourse factors in the second language acquisition of Spanish word order. Second Language Research (London, England), 19, 4 (2003), 273–304.04–593 Hertel, Tammy J. (Juniata College). Using an e-mail exchange to promote cultural learning. Foreign Language Annals (New York, USA), 36, 3 (2003), 386–396.04–594 Hu, Chieh-Fang (Taipei Municipal Teachers College, Taiwan; Email: cfhu@mail1.tmtc.edu.tw). Phonological memory, phonological awareness and foreign language word learning. Language Learning (University of Michigan, USA), 53, 3 (2003), 429–462.04–595 Izumi, Shinichi (Sophia University, Japan; Email: s-izumi@sophia.ac.jp). Processing difficulty in comprehension and production of relative clauses by learners of English as a second language. Language Learning (Michigan, USA), 53, 2 (2003), 285–323.04–596 Jones, Linda, J. (U. of Arkansas, USA; Email: lcjones@uark.edu). Supporting listening comprehension and vocabulary acquisition with multimedia annotation: the students' voice. Calico Journal (San Marcos Tex. USA), 21, 1 (2003), 41–65.04–597 Jung, Euen Hyuk (Sarah) (Yonsei U., South Korea; Email: jungehs@hotmail.com). The role of discourse signaling cues in second language listening comprehension. The Modern Language Journal (Madison, WI, USA), 87, 4 (2003), 562–577.04–598 Knutson, Sonja (Memorial U., Newfoundland, Canada). Experiential learning in second-language classrooms. TESL Canada Journal (Burnaby, B.C., Canada), 20, 2 (2003), 53–64.04–599 Littlemore, Jeannette (U. of Birmingham, UK). The communicative effectiveness of different types of communication strategy. System, (Oxford, UK), 31, 3 (2003), 331–34704–600 McCollum, Daniel L. (Pennsylvania State U., USA). Utilizing non-cognitive predictors of foreign language achievement. Applied Language Learning (Monterey, CA, USA), 13, 1 (2003), 19–32.04–601 Morris, Frank (University of Miami, USA; Email: fmorris@miami.edu.) and Tarone, Elaine. Impact of classroom dynamics on the effectiveness of recasts in second language acquisition. Language Learning (University of Michigan, USA), 53, 2 (2003), 325–368.04–602 Ntirampeba, Pascal (Université de Montréal, Québec, Canada). La progression en didactique du texte argumentatif écrit. [Progressive approach to written argumentative text.] Révue Canadienne de Linguistique Appliquée, 6, 2 (2003), 159–169.04–603 Parkinson, Brian, Benson, Cathy and Jenkins, Michael (U. of Edinburgh, Scotland, UK). Learner diary research with ‘Cambridge' examination candidates. Edinburgh Working Papers in Applied Linguistics (Edinburgh, Scotland, UK), 12 (2003), 45–63.04–604 Pérez, Luisa, C. (Emporia State U., USA; Email: perezlui@emporia.edu). Foreign language productivity in synchronous versus asynchronous computer-mediated communication. Calico Journal (Texas, USA), 21, 1 (2003), 89–104.04–605 Pulido, Diana (Washington State University, USA; Email: dpulido@wsu.edu.). Modeling the role of second language proficiency and topic familiarity in second language incidental vocabulary acquisition through reading. Language Learning (University of Michigan, USA), 53, 2 (2003), 233–284.04–606 Sasaki, Yoshinori (Ochanomizu U., Japan) and Hayakawa, Harumi. Does a quiz facilitate or spoil language learning? Instructional effects of lesson review quizzes. Applied Language Learning (Monterey, CA, USA), 13, 1 (2003), 33–56.04–607 Seus-Walker, Katia (IUT-Université de Toulouse III, France). Pour développer l'autonomie des apprenants. [Developing learner autonomy.] Les Cahiers de l'APLIUT, XXII, 2 (2003), 43–58.04–608 Sparks, Richard L. (College of Mount St. Joseph, Cincinnati, Ohio) Philips, Lois and Javorsky, James. College students classified as having learning disabilities and attention deficit hyperactivity disorder and the foreign language requirement. 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TESOL Journal (Alexandria, VA, USA), 12, 3 (2003), 11–16.04–613 Verspoor, Marjolijn and Lowie, Wander (University of Groningen, The Netherlands). Making sense of polysemous words. Language Learning (University of Michigan, USA), 53, 3 (2003), 547–586.04–614 Weldon, A. and Trautmann, G. (U. of North Carolina-Asheville, USA). Spanish and service-learning: pedagogy and praxis. Hispania (Ann Arbor, USA), 86, 3 (2003), 574–585.04–615 Wen, W. P. (Xiangtan U., Hunan, P.R. of China lw@xtu.edu.com) and Clément, R. A Chinese conceptualisation of willingness to communicate in ESL. Language, Culture and Curriculum, (Clevedon, UK) 16, 1 (2003), 18–38.04–616 Yeh, Yuli and Wang, Chai-wei. (National Tsing Hua U., Taiwan; Email: ylyeh@mx.nthu.edu.tw). Effects of multimedia vocabulary annotations and learning styles on vocabulary learning. Calico Journal (Texas, USA), 21, 1 (2003), 131–144.04–617 Yuet Hung Chan, C. (City U. of Hong Kong; Email: ctcych@cityu.edu.hk). 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Background and AimStaff in child care settings are expected to influence child development through their knowledge and practices of nutrition and physical activity. Limited research has been conducted on training practices and needs of staff in Migrant and Seasonal Head Start (MSHS) programs. The aim of this mixed methods study was to identify needs of nutrition and physical activity education to improve the competency and well‐being of staff in Michigan MSHS programs by assessing their desired contents for education and facilitators and barriers of healthy nutrition and physical activity behaviors.MethodsFive focus groups were conducted at five Michigan MSHS centers from July to September 2016. A total of 28 staff including teachers (n=12), assistant teachers (n=3), center aides or assistants (n=7), specialists (n=3), special service assistants (n=2), and a secretary (n=1) were recruited using convenience sampling. Two trained researchers asked participants about their desired contents for education and facilitators and barriers for practicing healthy nutrition and physical activity behaviors. Focus group responses were transcribed verbatim and analyzed using thematic analysis. An online survey questionnaire was administered to a total of 197 staff in the same positions. Descriptive statistics were used to analyze the survey data.ResultsA majority of staff were interested in nutrition and physical activity education and receiving education weekly or monthly. Desired contents identified for nutrition and physical activity education included cooking and meal preparation, growing food, preserving food, improving child health, basic nutrition knowledge, and types of physical activity. Facilitators of healthy nutrition and physical activity behaviors included incentives, support systems, and motivation for personal health improvement. Barriers of healthy nutrition and physical activity behaviors included time constraints, financial constraints, demanding work environment, incognizance of education programs, family responsibilities, no motivation to be healthy, and limited access to resources.ConclusionsA large proportion of staff expressed interest in nutrition and physical activity education. Unique needs and factors that prevent and encourage healthy nutrition and physical activity behaviors were identified among staff of MSHS centers. Findings from this study can be used to develop effective training programs to improve their competency and better meet their needs. Staff with a thorough understanding of nutrition and physical activity knowledge may help them improve their well‐being and serve as better role models and educators to children in child care settings.Support or Funding InformationThis study was supported by Michigan Telamon Corporation, Michigan State University Extension, and Michigan State University College Assistance Migrant Program.

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This study aimed to determine the level of effectiveness of the implementation of student affairs and services of Nueva Ecija University of Science and Technology. It used descriptive survey using questionnaire sent in Google form and answered by the students. Results show that majority of the student affairs and services were implemented very effectively. Medical and Dental services, got the highest rating among the student services rated as extremely effective. Food services got the least rating among those which were rated as very effective. SAS as perceived by the students were implemented in full and received positive impact from them. Adoption of a comprehensive development action plan of both offices of student affairs and Institutional Programs and Services followed by periodic assessment will enhance the level of effectiveness of SAS for improved students’ growth and development. INTRODUCTION The student programs and services of the Office of Student Affairs aim to provide academic support to students to ensure students’ growth and development while pursuing academic knowledge in their respective courses until they graduate and eventually land on a job where they are fitted as prepared by the University for them. Four to five years of stay in the University seeking for academic excellence is not that easy for students. They have to be helped and assisted as they go through the rigors and challenges of studying in college. The Office of Student Affairs and Services (OSA) commits itself in delivering student services for academic support aimed at holistic development of students committed to the tasks of bringing development impact to the community they serve, hence, become responsible citizens of this nation. These goals can be achieved through 1) Promoting a developmental and holistic approach in providing academic support to ensure well-being of students and 2) Promoting students services and programs and students self-initiated activities designed to actualize their full potential for personal development and social responsibility. Student support and services contribute to the quality of student’s learning experience and their academic success while they are in college. Hill et al, (2003) as stated in Ibarrientos (2015) in his study shows that the most important factors in achieving quality education and quality assurance are: quality of teaching / learning and service systems and support for students. Nueva Ecija University of Science and Technology is one big state university in Cabanatuan City, Nueva Ecija, Region lll. Its vision is to transform students into high quality, competent, ethical leaders, professionals and responsible citizens of the country. As an institution of higher learning, it offers courses in its two big campuses in Gen. Tinio St. and Sumacab in Cabanatuan City and in its four satellite campuses in San Isidro, Gabaldon, Atate and Fort Magsaysay. It also has six academic extension campuses in San Antonio, San Leonardo, Penaranda, Talavera and Carranglan, Nueva Ecija financed by local government units. This second semester of AY 2019-2020, NEUST caters to a total of 19, 647 students in all its campuses (NEUST-MIS 2020). Student Affairs and Services (SAS) are the services and programs in higher education institutions that are concerned with academic support experiences of students to attain holistic student development. Academic support services are those that relate to student welfare, student development and those that relate to institutional programs and services. (CHED Memo Order No. 09, s. 2013). The Office of Student Affairs of NEUST provides services and programs that are concerned with academic support experiences of students to attain holistic student development (NEUST Student Handbook, Revised 2018). Academic support services are those that relate to student welfare, student development and institutional programs and services (CHED Memo. 09, s. 2013). Ciobanu (2013) as stated by Ibarientos (2015) in his study stresses that these student services are influenced by the beliefs and values of the employed staff, by the manner in which the policies are elaborated, by the content of curriculum and services, and by the degree of knowledge regarding the development of the students and the way in which the environment outlines their behavior. He further added that these programs and services aim to improve students’ academic experiences and provide individual attention to their needs throughout their time in the University. Student satisfaction of welfare services in institutions of higher learning, is a fundamental requirement that has to be met in an effort to enhance and maintain students’ physical, social, intellectual acuity and subsequently create an environment that encourages high academic performance The Office of Student Affairs (OSA) conducted this study to determine the level of effectiveness of the programs and services that OSA and the Institutional Programs and Services of the University provide to the students as academic support while they are completing their studies. Furthermore, this research wanted to determine the strengths and weaknesses of the programs and services that need to be given focus and attention for the benefits of the students during their stay in the University. Moreover, it hopes to strengthen the academic and emotional needs/status of students during their entire college years in this University.

This paper examines the manner of reconciling the concepts of Public Administration as a discipline and the contemporary actual realities in the Philippines as carried out by the National College of Public Administration and Governance of the University of the Philippines, Diliman. As a center of academic excellence and bestowed with the mandate of advancing nation-building into which utterance of identity is an implicit element, there is no other academic institution where expectations to advance the development of a ‘grounded’ public policy is so high than the said College. The paper studies the research direction of the NCPAG vis a vis its role in strengthening Philippine Public Administration both as discipline and praxis by developing approaches that are culturally and socially grounded in the Philippine society. The paper however limited its scrutiny to the epistemological element of the researches. Through content analysis, the article analyzed the theoretical frameworks used in the dissertations covered by the study and tries to answer the question of whether or not there is an attempt to develop, let alone to utilize in its analysis of phenomena, an indigenous theory. Initial results of the study had been juxtaposed to the academic orientation, research interests, and history of the College. References Books: Abueva, J. (1995). The Presidency and the Nation-State. In P. Tapales & N. Pilar (Eds.), Public Administration by the Year 2000: Looking Back into the Future (pp. 575-582). Quezon City: College of Public Administration. Abueva, J. (2007). From IPA to NCPAG: Some Reflections. In C. Alfiler (Ed.), Public Administration plus Governance: Assessing the Past, Addressing the Future (pp. 675-684). Quezon City: National College of Public Administration and Governance. Alfiler, M. C. Public Administration plus Governance: Assessing the Past, Addressing the Future. 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(Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Imdad, M.P. (2010). Dynamics and Perspectives of Aid Management in the Philippines: Achievements, Challenges, and the Way Forward. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Jimenez, G.P. (2005). Selected Credit Programs for Farmer-Based Postharvest Enterprise: An Assessment. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Lamarca, F.J. (April 1992). The Tobacco Contract Growing Project of the National Tobacco Administration in the Province of La Union: An Assessment of Administrative Capability, Participation, Trading Practices and Effectiveness. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Legaspi, P.E. (March 1990). The Genesis, Viability, and Effectiveness of Community Organizations: The Case of Pangasinan Credit Cooperatives. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Legayada, B.L. (October 1992). Career Advancement of Women Managers in the Philippine Bureaucracy: A Case Study of Region VI. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Librea, R.C. (January 2010). Mainstreaming Human Rights-Based Approach in Selected Development and Governance Projects. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Macaayong, H.W. (May 1992). Small and Medium Enterprises Development: A Study on Program Administration and Effectiveness in the Province of Lanao Del Sur. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Mallari, N.H. (1994). Political Economy of Philippine Public Enterprises. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Maxino-Yorobe, G.A. (November 1995). Administrative Factors in Agricultural R and D Projects. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Legaspi, P.E. (March 1990). The Genesis, Viability, and Effectiveness of Community Organizations: The Case of Pangasinan Credit Cooperatives. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Morato, E.A. (2004). Policies and Strategies for Promoting Entrepreneurship and Enterprise Development. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Moreno, F. (2004). Good Governance in Microcredit Strategy for Poverty Reduction: Focus on Western Mindanao. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Navarro, R.L. (April 1992). Public-Private Partnership in Development Administration: GO-NGO Collaboration in Agricultural Development. (Unpublished doctoral dissertation). 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Decentralizing Philippine Environment and Natural Resources Management: An Analysis of the Devolution of Community-Based Upland Development Programs. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Panganiban, E.M. (1990). Toward a Democratic-Efficient Framework of Local Government in the Philippines: Some Policy Criteria. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Prakash, I.G. (October 2006). Partnership Among Government, Private Sector and Civil Society: Improving Services in the Philippine Disability Sector. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Pujiono (1998). An Assessment of the Administrative Capability for Disaster Preparedness of Three Municipalities. (Unpublished doctoral dissertation). University of the Philippines, Quezon City, Philippines. Reyes, D. (June 1995). A Search for Heritage. 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Now in its thirtieth season, in 2018, The Simpsons is a popular culture phenomenon. The series is known as much for its social commentary as its humour and celebrity appearances. Nonetheless, The Simpsons’ ratings have declined steadily since the early 2000s, and fans have grown more vocal in their calls for the program’s end. This article provides a case study of episode “That 90s Show” (S19, E11) as a flashpoint that exemplifies fan desires for the series’ conclusion. This episode is one of the most contentious in the program’s history, with online outrage at the retconning of canon and both fans and anti-fans (Gray) of The Simpsons demanding its cancellation or “fan euthanasia”. The retconning of the canon in this episode makes evident the perceived decline in the quality of the series, and the regard for fan desires. “That 90s Show” is ultimately a failed attempt to demonstrate the continued relevance of the series to audiences, and popular culture at large, via its appeal to 1990s nostalgia.“That 90s Show”“That 90s Show” begins with Bart and Lisa’s discovery of Marge’s Springfield University diploma. This small incident indicates an impending timeline shift and “retcon”; canonically Marge never attended college, having fallen pregnant with Bart shortly after completing high school. The episode then offers an extended flashback to Marge and Homer’s life in the 1990s. The couple are living together in the Springfield Place apartment complex, with Homer working a variety of menial jobs to support Marge while she attends college. Homer and Marge subsequently break up, and Marge begins to date Professor Stephan August. In his despair, Homer can no longer perform R & B ballads with his ensemble. The band changes genres, and their new incarnation, Sadgasm, are soon credited with initiating the grunge movement. Sadgasm gain worldwide fame for their songs “Margerine” (a version of “Glycerine” by Bush), and “Politically Incorrect/Shave Me” (set to the melody of “Rape Me” by Nirvana) – which is later parodied in the episode by guest star Weird Al Yankovic as “BrainFreeze”. Homer develops an addiction to oversized, sweetened Starbucks coffee, and later, insulin, becoming a recluse despite the legion of fans camped out on his front lawn.Marge and Professor August soon part company due to his rejection of heteronormative marriage rituals. Upon her return to campus, Marge observes an MTV report on Sadgasm’s split, and Homer’s addiction, and rushes to Homer’s bedside to help him through recovery. Marge and Homer resume their relationship, and the grunge movement ends because Homer claims he “was too happy to ever grunge again.”While the episode rates a reasonable 6.1 on IMDB, fan criticism has largely focused on the premise of the episode, and what has been perceived to be the needless retconning of The Simpsons canon. Critic Robert Canning notes: “…what ‘That 90s Show’ did was neither cool nor interesting. Instead, it insulted lifelong Simpsons fans everywhere. With this episode, the writers chose to change the history of the Simpson family.” Canning observes that the episode could have worked if the flashback had been to the 1980s which supports canonicity, rather than a complete “retcon”. The term “retcon” (retroactive continuity) originates from narrative devices used in North American superhero comics, and is now broadly applied to fictional narrative universes. Andrew Friedenthal (10-11) describes retconning as “… a revision of the fictional universe in order to make the universe fresh and exciting for contemporary readers, but it also involves the influence of the past, as it directly inscribes itself upon that past.” While Amy Davis, Jemma Gilboy and James Zborowski (175-188) have highlighted floating timelines as a feature of long running animation series’ where characters remain the same age, The Simpsons does not fully adhere to this trope: “… one of the ‘rules’ of the ‘comic-book time’ or ‘floating timeline’ trope is that ‘you never refer to specific dates’… a restriction The Simpsons occasionally eschews” (Davis, Gilboy, and Zborowski 177).For many fans, “That 90s Show” becomes abstruse by erasing Marge and Homer’s well-established back story from “The Way We Was” (S2, E12). In the established narrative, Marge and Homer had met, fell in love and graduated High School in 1974; shortly after Marge fell pregnant with Bart, resulting in the couple’s shotgun wedding. “That 90s Show” disregards the pre-existing timeline, extending their courtship past high school and adding the couple’s breakup, and Homer’s improbable invention of grunge. Fan responses to “That 90s Show” highlight this episode of The Simpsons as a flashpoint for the sharp decline of quality in the series (despite having long since “jumped the shark”); but also, a decline in regard for the desires of fans. Thus, “That 90s Show” fails not only in rewriting its canon, and inserting the narrative into the 1990s; it also fails to satiate its loyal audience by insisting upon its centrality to 1990s pop culture.While fans have been vocal in online forums about the shift in the canon, they have also reflected upon the tone-deaf portrayal of the 1990s itself. During the course of the episode many 90s trends are introduced, the most contentious of which is Homer’s invention of grunge with his band Sadgasm. While playing a gig at Springfield University a young man in the audience makes a frantic phone call, shouting over the music: “Kurt, it’s Marvin. Your cousin, Marvin Cobain. You know that new sound you’re looking for…?,” thrusting the receiver towards the stage. The link to Nirvana firmly established, the remainder of the episode connects Homer’s depression and musical expression more and more blatantly to Kurt Cobain’s biography, culminating in Homer’s seclusion and near-overdose on insulin. Fans have openly debated the appropriateness of this narrative, and whether it is disrespectful to Cobain’s legacy (see Amato). Henry Jenkins (41) has described this type of debate as a kind of “moral economy” where fans “cast themselves not as poachers but as loyalists, rescuing essential elements of the primary text ‘misused’ by those who maintain copyright control over the program materials.” In this example, many original fans of The Simpsons felt the desire to rescue both Cobain’s and The Simpsons’ legacy from a poorly thought-out retcon seen to damage the legacy of both.While other trends associated with the 90s (Seinfeld; Beanie babies; Weird Al Yankovic; Starbucks; MTV VJs) all feature, it is Homer’s supposed invention of grunge which most overtly attempts to rewrite the 90s and reaffirm The Simpsons’ centrality to 90s pop culture. As the rest of this article will discuss, by rewriting the canon, and the 1990s, “That 90s Show” has two unrealised goals— firstly, to captivate an audience who have grown up with The Simpsons, via an appeal to nostalgia; and secondly, inserting themselves into the 1990s as an effort to prove the series’ relevance to a new generation of audience members who were born during that decade, and who have a nostalgic craving for the media texts of their childhood (Atkinson). Thus, this episode is indicative of fan movement towards an anti-fan position, by demanding the series’ end, or “fan euthanasia” (Williams 106; Booth 75-86) and exposing the “… dynamic spectrum of emotional reactions that fandom can generate” (Booth 76-77).“Worst. Episode. Ever”: Why “That 90s Show” FailedThe failure of “That 90s Show” can be framed in terms of audience reception— namely the response of original audience members objecting to the retconning of The Simpsons’ canon. Rather than appealing to a sense of nostalgia among the audience, “That 90s Show” seems only to suggest that the best episodes of The Simpsons aired before the end of the 1990s. Online forums devoted to The Simpsons concur that the series was at its peak between Seasons 1-10 (1989-1999), and that subsequent seasons have failed to match that standard. British podcaster Sol Harris spent four months in 2017 watching, rating, and charting The Simpsons’ declining quality (Kostarelis), with the conclusion that series’ downfall began from Season 11 onwards (despite a brief spike following The Simpsons Movie (2007)). Any series that aired on television post-1999 has been described as “Zombie Simpsons” by fans on the Dead Homer Society forum: “a hopelessly mediocre imitation that bears only a superficial resemblance to the original. It is the unwanted sequel, the stale spinoff, the creative dry hole that is kept pumping in the endless search for more money. It is Zombie Simpsons” (Sweatpants). It is essential to acknowledge the role of economics in the continuation of The Simpsons, particularly in terms of the series’ affiliation with the Fox Network. The Simpsons was the first series screened on Fox to reach the Top 30 programs in the US, and despite its overall decline, it is still one of the highest rating programs for the 18-49 demographic, enabling Fox to charge advertisers accordingly for a so-called “safe” slot (Berg). During its run, it has been estimated variously that Fox has been building towards a separate Simpsons cable channel, thus the consistent demand for new content; and, that the series has earned in excess of $4.6 billion for Fox in merchandising alone (Berg). Laura Bradley outlines how the legacy of The Simpsons beyond Season 30 has been complicated by the ongoing negotiations for Disney to buy 20th Century Fox – under these arrangements, The Simpsons would likely be screened on ABC or Hulu, should Disney continue producing the series (Bradley). Bradley emphasises the desire for fan euthanasia of the Zombie Simpsons, positing that “the series itself could end at Season 30, which is what most fans of the show’s long-gone original iteration would probably prefer.”While more generous fans expand the ‘Golden Age’ of The Simpsons to Season 12 (Power), the Dead Homer Society argues that their Zombie Simpsons theory is proven by the rise of “Jerkass Homer”, where Homer’s character changed from delightful doofus to cruel and destructive idiot (Sweatpants; Holland). The rise of Jerkass Homer coincides with the moment where Chris Plante claims The Simpsons “jumped the shark”. The term “jumping the shark” refers to the peak of a series before its inevitable, and often sharp, decline (Plante). In The Simpsons, this moment has been variously debated as occurring during S8, E23 “Homer’s Enemy” (Plante), or more popularly, S9, E2 “The Principle and the Pauper” (Chappell; Cinematic) – which like “That 90s Show”, received a vitriolic response for its attempt to retcon the series’ narrative history. “The Principal and the Pauper” focuses on Principal Skinner, and the revelation that he had assumed the identity of his (presumed dead during the Vietnam War) Army Sergeant, Seymour Skinner. The man we have known as Skinner is revealed to be “no-good-nik” Armin Tanzarian. This episode is loathed not only by audiences, but in hindsight, The Simpsons’ creative team. Voice actor Harry Shearer was scathing in his assessment:You’re taking something that an audience has built eight years or nine years of investment in and just tossed it in the trash can for no good reason, for a story we’ve done before with other characters. It’s so arbitrary and gratuitous, and it’s disrespectful to the audience. (Wilonsky)The retcon present in both “That 90s Show” and “The Principal and the Pauper” proves that long-term fans of The Simpsons have been forgotten in Groening’s quest to reach the pinnacle of television longevity. On this basis, it is unsurprising that fans have been demanding the end of the series since the turn of the millennium.As a result, fans such as the Dead Homer Society maintain a nostalgic longing for the Golden Age of The Simpsons, while actively campaigning for the program’s cancellation, a practice typically associated with anti-fans. Jonathan Gray coined the term “anti fan” to describe “… the active and vocal dislike or hate of a program, genre, or personality (841). For Gray, the study of anti-fans emphasises that the hatred of a text can “… produce just as much activity, identification, meaning, and ‘effects’ or serve just as powerfully to unite and sustain a community or subculture” (841). Gray also stresses the discourse of morality used by anti-fans to validate their reading position, particularly against texts that are broadly popular. This argument is developed further by Jenkins and Paul Booth.“Just Pick a Dead End, and Chill Out till You Die”: Fan EuthanasiaWhile some fans of The Simpsons have moved towards anti-fan practices (active hatred of the series, and/or a refusal to watch the show), many more occupy a “middle-ground”, pleading for a form of “fan euthanasia”; where fans call for their once loved object (and by extension, themselves) to “be put out of its misery” (Booth 76). The shifting relationship of fans of The Simpsons represents an “affective continuum”, where “… fan dissatisfaction arises not because they hate a show, but because they feel betrayed by a show they once loved. Their love of a text has waned, and now they find themselves wishing for a quick end to, a revaluation of, something that no longer lives up to the high standard they once valued” (Booth 78). While calls to end The Simpsons have existing since the end of the Golden Age, other fans (Ramaswamy) have suggested it is more difficult to pinpoint when The Simpsons lost its way. Despite airing well after the Golden Age, “That 90s Show” represents a flashpoint for fans who read the retcon as “… an insult to life-long Simpsons fans everywhere… it’s an episode that rewrites history… for the worse” (Canning). In attempting to appeal to the 90s nostalgia of original fans, ‘That 90s Show’ had the opposite effect; it instead reaffirms the sharp decline of the series since its Golden Age, which ended in the 1990s.Shifting the floating timeline of The Simpsons into the 1990s and overturning the canon to appeal to a new generation is dubious for several reasons. While it is likely that original viewers of The Simpsons (their parents) may have exposed their children to the series, the program’s relevance to Millennials is questionable. In 2015, Todd Schneider data mapped audience ratings for Seasons 1-27, concluding that there has been an 80% decline in viewership between Season 2 (which averaged at over 20 million American viewers per episode) to Season 27 (which averaged at less than 5 million viewers per episode). With the growth of SVOD services during The Simpsons’ run, and the sheer duration of the series, it is perhaps obvious to point out the reduced cultural impact of the program, particularly for younger generations. Secondly, “That 90s Show’s” appeal to nostalgia raises the question of whom nostalgia for the 1990s is aimed at. Atkinson argues that children born in the 1990s feel nostalgia for the era becausewe're emotionally invested in the entertainment from that decade because back then, with limited access to every album/TV show/film ever, the ones you did own meant absolutely everything. These were the last pop-culture remnants from that age when the internet existed without being all-consuming. … no wonder we still 'ship them so hard.Following this argument, if you watched The Simpsons as a child during the 1990s, the nostalgia you feel would be, like your parents, for the Golden Age of The Simpsons, rather than the pale imitation featured in “That 90s Show”. As Alexander Fury writes of the 90s: “perhaps the most important message … in the 90s was the idea of authenticity;” thus, if the children of the 90s are watching The Simpsons, they would look to Seasons 1-10 – when The Simpsons was an authentic representation of ‘90s popular culture.Holland has observed that The Simpsons endures “in part due to the way it adapts and responds to events around it”, citing the recent release of clips responding to current events – including Homer attempting to vote; and Trump’s tenure in the White House (Brockington). Yet the failure of “That 90s Show” marks not only The Simpsons increasingly futile efforts to appeal to a “liberal audience” by responding to contemporary political discourse. The failure to adapt is most notable in Hari Kondabolu’s documentary The Problem With Apu which targeted racist stereotypes, and The Simpsons’ poorly considered response episode (S29, E 15) “No Good Read Goes Unpunished”, the latter of which featured an image of Apu signed with Bart’s catchphrase, “Don’t have a cow, man” (Harmon). Groening has remained staunch, insisting that “it’s a time in our culture where people love to pretend they’re offended”, and that the show “speaks for itself” (Keveney). Groening’s statement was followed by the absence of Apu from the current season (Snierson), and rumours that he would be removed from future storylines (Culbertson).“They’ll Never Stop The Simpsons”The case study of The Simpsons episode “That 90s Show” demonstrates the “affective continuum” occupied at various moments in a fan’s relationship with a text (Booth). To the displeasure of fans, their once loved object has frequently retconned canon to capitalise on popular culture trends such as nostalgia for the 1990s. This episode demonstrates the failure of this strategy, as it both alienated the original fan base, and represented what many fans have perceived to be a sharp decline in The Simpsons’ quality. Arguably the relevance of The Simpsons might also remain in the 1990s. Certainly, the recent questioning of issues regarding representations of race, negative press coverage, and the producers’ feeble response, increases the weight of fan calls to end The Simpsons after Season 30. As they sang in S13, E17, perhaps “[We’ll] Never Stop The Simpsons”, but equally, we may have reached the tipping point where audiences have stopped paying attention.ReferencesAmato, Mike. “411: ‘That 90s Show.” Me Blog Write Good. 12 Dec. 2012. 2 Oct. 2018 <https://meblogwritegood.wordpress.com/2012/12/12/411-that-90s-show/>.Atkinson, S. “Why 90s Kids Can’t Get over the 90s and Are Still So Nostalgic for the Decade.” Bustle. 14 Apr. 2018. 28 Sep. 2018 <https://www.bustle.com/p/why-90s-kids-cant-get-over-the-90s-are-still-so-nostalgic-for-the-decade-56354>.Berg, Madeline. “The Simpsons Signs Renewal Deal for the Record Books.” Forbes. 4 Nov. 2016. 20 Nov. 2018 <https://www.forbes.com/sites/maddieberg/2016/11/04/the-simpsons-signs-renewal-deal-for-the-record-books/#264a50b61b21>.Booth, Paul. “Fan Euthanasia: A Thin Line between Love and Hate.” Everybody Hurts: Transitions, Endings, and Resurrections in Fan Cultures. Ed. Rebecca Williams. Iowa City: University of Iowa Press, 2018. 75-86.Bradley, Laura. “What Disney and Comcast’s Battle over Fox Means for Film and TV Fans.” Vanity Fair. 14 June 2018. 20 Nov. 2018 <https://www.vanityfair.com/hollywood/2018/06/comcast-fox-bid-disney-merger-tv-film-future-explainer>.Brockington, Ariana. “Donald Trump Reconsiders His Life in Simpsons Video ‘A Tale of Two Trumps.” Variety. 23 Mar. 2018. 28 Sep. 2018 <https://variety.com/2018/politics/news/the-simpsons-donald-trump-a-tale-of-two-trumps-1202735526/>.Canning, Robert. “The Simpsons: ‘That 90s Show’ Review.” 28 Jan. 2008. 2 Oct. 2018 <https://au.ign.com/articles/2008/01/28/the-simpsons-that-90s-show-review>.Chappell, Les. “The Simpsons (Classic): ‘The Principal and the Pauper’.” AV Club. 28 June 2015. 20 Nov. 2018 <https://tv.avclub.com/the-simpsons-classic-the-principal-and-the-pauper-1798184317>.Cinematic. “The Principal and the Pauper: The Fall of The Simpsons.” 15 Aug. 2012. 20 Nov. 2018 <https://cinematicfilmblog.com/2012/08/15/the-principal-and-the-pauper-the-fall-of-the-simpsons/>.Culbertson, Alix. “The Simpsons Producer Responds to Apu Controversy.” Sky News. 30 Oct. 2018. 20 Nov. 2018 <https://news.sky.com/story/the-simpsons-indian-character-apu-axed-after-racial-controversy-11537982>.Davis, Amy M., Jemma Gilboy, and James Zborowski. “How Time Works in The Simpsons.” Animation: An Interdisciplinary Journal 10.3 (2015): 175-188.Friedenthal, Andrew. Retcon Game: Retroactive Continuity and the Hyperlinking of America. USA: University Press of Mississippi, 2017.Fury, Alexander. “The Return of the ‘90s.” New York Times. 13 July 2016. 28 Sep. 2018. <https://www.nytimes.com/2016/07/13/t-magazine/fashion/90s-fashion-revival.html>.Gray, Jonathan. “Antifandom and the Moral Text: Television without Pity and Textual Dislike.” American Behavioral Scientist 48.7 (2005): 840-858.Harmon, Steph. “‘Don’t Have a Cow’: The Simpsons Response to Apu Racism Row Criticised as ‘Toothless’.” The Guardian. 10 Apr. 2018. 28 Sep. 2018 <https://www.theguardian.com/tv-and-radio/2018/apr/10/dont-have-a-cow-the-simpsons-response-to-apu-racism-row-criticised-as-toothless>.Holland, Travis. “Why The Simpsons Lost Its Way.” The Conversation. 3 Nov. 2016. 28 Sep. 2018. <https://theconversation.com/why-the-simpsons-has-lost-its-way-67845>.IMDB. “The Simpsons – That 90s Show.” 2 Oct. 2018 <https://www.imdb.com/title/tt1166961/>.Jenkins, Henry. Fans, Bloggers, and Gamers: Exploring Participatory Culture. New York: NYU P, 2006.Keveney, Bill. “The Simpsons Exclusive: Matt Groening (Mostly) Remembers the Show’s Record 636 Episodes.” USA Today. 27 Apr. 2018. 20 Nov. 2018 <https://www.usatoday.com/story/life/tv/2018/04/27/thesimpsons-matt-groening-new-record-fox-animated-series/524581002/>.Kostarelis, Stefan. “This Genius Chart That Tracks the Decline in The Simpsons Is Too Real”. Techly. 21 July 2017. 2 Oct. 2018 <https://www.techly.com.au/2017/07/21/british-man-binges-all-simpsons-episodes-in-a-month-charts-decline-in-shows-quality/>.Plante, Chris. “The Simpsons Jumped the Shark in One of Its Best Episodes”. The Verge. 22 Aug. 2014. 20 Nov. 2018 <https://www.theverge.com/2014/8/22/6056915/frank-grimes-the-simpsons-jump-the-shark>.Power, Kevin. “I Watched All 629 Episodes of The Simpsons in a Month. Here’s What I Learned.” Antihuman. 9 Feb. 2018. 1 Oct. 2018 <https://antihumansite.wordpress.com/2018/02/09/i-watched-all-629-episodes-of-the-simpsons-in-a-month-heres-what-i-learned/>.Rabin, Nathan, and Steven Hyden. “Crosstalk: Is It Time for The Simpsons to Call It a Day?” AV Club. 26 July 2007. 20 Nov. 2018 <https://tv.avclub.com/crosstalk-is-it-time-for-the-simpsons-to-call-it-a-day-1798211912>.Ramaswarmy, Chitra. “When Good TV Goes Bad: How The Simpsons Ended Up Gorging on Itself.” The Guardian. 24 Apr. 2017. 28 Sep. 2018 <https://www.theguardian.com/tv-and-radio/2017/apr/24/jump-the-shark-when-good-tv-goes-bad-the-simpsons>.Schneider, Todd. “The Simpsons by the Data.” Todd W. Schneider’s Home Page. 2015. 28 Sep. 2018 <http://toddwschneider.com/posts/the-simpsons-by-the-data/>.Snierson, Dan. “Simpsons Showrunner on Homer’s ‘Cheating’ on Marge, RuPaul’s Guest Spot, Apu Controversy”. Entertainment Weekly. 28 Sep. 2018. 26 Nov. 2018 <https://ew.com/tv/2018/09/28/simpsons-showrunner-season-30-preview/>.Sweatpants, Charlie. “Zombie Simpsons: How the Best Show Ever Became the Broadcasting Undead.” Dead Homer Society. 28 Sep. 2018 <https://deadhomersociety.com/zombiesimpsons/>.Williams, Rebecca. Post-Object Fandom: Television, Identity, and Self-Narrative. New York: Bloomsbury, 2015.

This article investigates the prosthesis of identity through the process of branding. It examines cross-cultural manifestations of this phenomena from sixth millennium BCE Syria to twelfth century Japan and Britain. From the Neolithic Era, humanity has sort to extend their identities using pictorial signs that were characteristically simple. Designed to be distinctive and instantly recognisable, the totemic symbols served to signal the origin of the bearer. Subsequently, the development of branding coincided with periods of increased in mobility both in respect to geography and social strata. This includes fifth millennium Mesopotamia, nineteenth century Britain, and America during the 1920s.There are fewer articles of greater influence on contemporary culture than A Theory of Human Motivation written by Abraham Maslow in 1943. Nearly seventy-five years later, his theories about the societal need for “belongingness” and “esteem” remain a mainstay of advertising campaigns (Maslow). Although the principles are used to sell a broad range of products from shampoo to breakfast cereal they are epitomised by apparel. This is with refence to garments and accessories bearing corporation logos. Whereas other purchased items, imbued with abstract products, are intended for personal consumption the public display of these symbols may be interpreted as a form of signalling. The intention of the wearers is to literally seek the fulfilment of the aforementioned social needs. This article investigates the use of brands as prosthesis.Coats and Crests: Identity Garnered on Garments in the Middle Ages and the Muromachi PeriodA logo, at its most basic, is a pictorial sign. In his essay, The Visual Language, Ernest Gombrich described the principle as reducing images to “distinctive features” (Gombrich 46). They represent a “simplification of code,” the meaning of which we are conditioned to recognise (Gombrich 46). Logos may also be interpreted as a manifestation of totemism. According to anthropologist Claude Levi-Strauss, the principle exists in all civilisations and reflects an effort to evoke the power of nature (71-127). Totemism is also a method of population distribution (Levi-Strauss 166).This principle, in a form garnered on garments, is manifested in Mon Kiri. The practice of cutting out family crests evolved into a form of corporate branding in Japan during the Meiji Period (1868-1912) (Christensen 14). During the Muromachi period (1336-1573) the crests provided an integral means of identification on the battlefield (Christensen 13). The adorning of crests on armour was also exercised in Europe during the twelfth century, when the faces of knights were similarly obscured by helmets (Family Crests of Japan 8). Both Mon Kiri and “Coat[s] of Arms” utilised totemic symbols (Family Crests of Japan 8; Elven 14; Christensen 13). The mon for the imperial family (figs. 1 & 2) during the Muromachi Period featured chrysanthemum and paulownia flowers (Goin’ Japaneque). “Coat[s] of Arms” in Britain featured a menagerie of animals including lions (fig. 3), horses and eagles (Elven).The prothesis of identity through garnering symbols on the battlefield provided “safety” through demonstrating “belongingness”. This constituted a conflation of two separate “needs” in the “hierarchy of prepotency” propositioned by Maslow. Fig. 1. The mon symbolising the Imperial Family during the Muromachi Period featured chrysanthemum and paulownia. "Kamon (Japanese Family Crests): Ancient Key to Samurai Culture." Goin' Japaneque! 15 Nov. 2015. 27 July 2019 <http://goinjapanesque.com/05983/>.Fig. 2. An example of the crest being utilised on a garment can be found in this portrait of samurai Oda Nobunaga. "Japan's 12 Most Famous Samurai." All About Japan. 27 Aug. 2018. 27 July 2019 <https://allabout-japan.com/en/article/5818/>.Fig. 3. A detail from the “Index of Subjects of Crests.” Elven, John Peter. The Book of Family Crests: Comprising Nearly Every Family Bearing, Properly Blazoned and Explained, Accompanied by Upwards of Four Thousand Engravings. Henry Washbourne, 1847.The Pursuit of Prestige: Prosthetic Pedigree from the Late Georgian to the Victorian Eras In 1817, the seal engraver to Prince Regent, Alexander Deuchar, described the function of family crests in British Crests: Containing The Crest and Mottos of The Families of Great Britain and Ireland; Together with Those of The Principal Cities and Heraldic Terms as follows: The first approach to civilization is the distinction of ranks. So necessary is this to the welfare and existence of society, that, without it, anarchy and confusion must prevail… In an early stage, heraldic emblems were characteristic of the bearer… Certain ordinances were made, regulating the mode of bearing arms, and who were entitled to bear them. (i-v)The partitioning of social classes in Britain had deteriorated by the time this compendium was published, with displays of “conspicuous consumption” displacing “heraldic emblems” as a primary method of status signalling (Deuchar 2; Han et al. 18). A consumerism born of newfound affluence, and the desire to signify this wealth through luxury goods, was as integral to the Industrial Revolution as technological development. In Rebels against the Future, published in 1996, Kirkpatrick Sale described the phenomenon:A substantial part of the new population, though still a distinct minority, was made modestly affluent, in some places quite wealthy, by privatization of of the countryside and the industrialization of the cities, and by the sorts of commercial and other services that this called forth. The new money stimulated the consumer demand… that allowed a market economy of a scope not known before. (40)This also reflected improvements in the provision of “health, food [and] education” (Maslow; Snow 25-28). With their “physiological needs” accommodated, this ”substantial part” of the population were able to prioritised their “esteem needs” including the pursuit for prestige (Sale 40; Maslow).In Britain during the Middle Ages laws “specified in minute detail” what each class was permitted to wear (Han et al. 15). A groom, for example, was not able to wear clothing that exceeded two marks in value (Han et al. 15). In a distinct departure during the Industrial Era, it was common for the “middling and lower classes” to “ape” the “fashionable vices of their superiors” (Sale 41). Although mon-like labels that were “simplified so as to be conspicuous and instantly recognisable” emerged in Europe during the nineteenth century their application on garments remained discrete up until the early twentieth century (Christensen 13-14; Moore and Reid 24). During the 1920s, the French companies Hermes and Coco Chanel were amongst the clothing manufacturers to pioneer this principle (Chaney; Icon).During the 1860s, Lincolnshire-born Charles Frederick Worth affixed gold stamped labels to the insides of his garments (Polan et al. 9; Press). Operating from Paris, the innovation was consistent with the introduction of trademark laws in France in 1857 (Lopes et al.). He would become known as the “Father of Haute Couture”, creating dresses for royalty and celebrities including Empress Eugene from Constantinople, French actress Sarah Bernhardt and Australian Opera Singer Nellie Melba (Lopes et al.; Krick). The clothing labels proved and ineffective deterrent to counterfeit, and by the 1890s the House of Worth implemented other measures to authenticate their products (Press). The legitimisation of the origin of a product is, arguably, the primary function of branding. This principle is also applicable to subjects. The prothesis of brands, as totemic symbols, assisted consumers to relocate themselves within a new system of population distribution (Levi-Strauss 166). It was one born of commerce as opposed to heraldry.Selling of Self: Conferring Identity from the Neolithic to Modern ErasIn his 1817 compendium on family crests, Deuchar elaborated on heraldry by writing:Ignoble birth was considered as a stain almost indelible… Illustrious parentage, on the other hand, constituted the very basis of honour: it communicated peculiar rights and privileges, to which the meaner born man might not aspire. (v-vi)The Twinings Logo (fig. 4) has remained unchanged since the design was commissioned by the grandson of the company founder Richard Twining in 1787 (Twining). In addition to reflecting the heritage of the family-owned company, the brand indicated the origin of the tea. This became pertinent during the nineteenth century. Plantations began to operate from Assam to Ceylon (Jones 267-269). Amidst the rampant diversification of tea sources in the Victorian era, concerns about the “unhygienic practices” of Chinese producers were proliferated (Wengrow 11). Subsequently, the brand also offered consumers assurance in quality. Fig. 4. The Twinings Logo reproduced from "History of Twinings." Twinings. 24 July 2019 <https://www.twinings.co.uk/about-twinings/history-of-twinings>.The term ‘brand’, adapted from the Norse “brandr”, was introduced into the English language during the sixteenth century (Starcevic 179). At its most literal, it translates as to “burn down” (Starcevic 179). Using hot elements to singe markings onto animals been recorded as early as 2700 BCE in Egypt (Starcevic 182). However, archaeologists concur that the modern principle of branding predates this practice. The implementation of carved seals or stamps to make indelible impressions of handcrafted objects dates back to Prehistoric Mesopotamia (Starcevic 183; Wengrow 13). Similar traditions developed during the Bronze Age in both China and the Indus Valley (Starcevic 185). In all three civilisations branding facilitated both commerce and aspects of Totemism. In the sixth millennium BCE in “Prehistoric” Mesopotamia, referred to as the Halaf period, stone seals were carved to emulate organic form such as animal teeth (Wengrow 13-14). They were used to safeguard objects by “confer[ring] part of the bearer’s personality” (Wengrow 14). They were concurrently applied to secure the contents of vessels containing “exotic goods” used in transactions (Wengrow 15). Worn as amulets (figs. 5 & 6) the seals, and the symbols they produced, were a physical extension of their owners (Wengrow 14).Fig. 5. Recreation of stamp seal amulets from Neolithic Mesopotamia during the sixth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49.1 (2008): 14.Fig. 6. “Lot 25Y: Rare Syrian Steatite Amulet – Fertility God 5000 BCE.” The Salesroom. 27 July 2019 <https://www.the-saleroom.com/en-gb/auction-catalogues/artemis-gallery-ancient-art/catalogue-id-srartem10006/lot-a850d229-a303-4bae-b68c-a6130005c48a>. Fig. 7. Recreation of stamp seal designs from Mesopotamia from the late fifth to fourth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49. 1 (2008): 16.In the following millennia, the seals would increase exponentially in application and aesthetic complexity (fig. 7) to support the development of household cum cottage industries (Wengrow 15). In addition to handcrafts, sealed vessels would transport consumables such as wine, aromatic oils and animal fats (Wengrow 18). The illustrations on the seals included depictions of rituals undertaken by human figures and/or allegories using animals. It can be ascertained that the transition in the Victorian Era from heraldry to commerce, from family to corporation, had precedence. By extension, consumers were able to participate in this process of value attribution using brands as signifiers. The principle remained prevalent during the modern and post-modern eras and can be respectively interpreted using structuralist and post-structuralist theory.Totemism to Simulacrum: The Evolution of Advertising from the Modern to Post-Modern Eras In 2011, Lisa Chaney wrote of the inception of the Coco Chanel logo (fig. 8) in her biography Chanel: An Intimate Life: A crucial element in the signature design of the Chanel No.5 bottle is the small black ‘C’ within a black circle set as the seal at the neck. On the top of the lid are two more ‘C’s, intertwined back to back… from at least 1924, the No5 bottles sported the unmistakable logo… these two ‘C’s referred to Gabrielle, – in other words Coco Chanel herself, and would become the logo for the House of Chanel. Chaney continued by describing Chanel’s fascination of totemic symbols as expressed through her use of tarot cards. She also “surrounded herself with objects ripe with meaning” such as representations of wheat and lions in reference prosperity and to her zodiac symbol ‘Leo’ respectively. Fig. 8. No5 Chanel Perfume, released in 1924, featured a seal-like logo attached to the bottle neck. “No5.” Chanel. 25 July 2019 <https://www.chanel.com/us/fragrance/p/120450/n5-parfum-grand-extrait/>.Fig. 9. This illustration of the bottle by Georges Goursat was published in a women’s magazine circa 1920s. “1921 Chanel No5.” Inside Chanel. 26 July 2019 <http://inside.chanel.com/en/timeline/1921_no5>; “La 4éme Fête de l’Histoire Samedi 16 et dimache 17 juin.” Ville de Perigueux. Musée d’art et d’archéologie du Périgord. 28 Mar. 2018. 26 July 2019 <https://www.perigueux-maap.fr/category/archives/page/5/>. This product was considered the “financial basis” of the Chanel “empire” which emerged during the second and third decades of the twentieth century (Tikkanen). Chanel is credited for revolutionising Haute Couture by introducing chic modern designs that emphasised “simplicity and comfort.” This was as opposed to the corseted highly embellished fashion that characterised the Victorian Era (Tikkanen). The lavish designs released by the House of Worth were, in and of themselves, “conspicuous” displays of “consumption” (Veblen 17). In contrast, the prestige and status associated with the “poor girl” look introduced by Chanel was invested in the story of the designer (Tikkanen). A primary example is her marinière or sailor’s blouse with a Breton stripe that epitomised her ascension from café singer to couturier (Tikkanen; Burstein 8). This signifier might have gone unobserved by less discerning consumers of fashion if it were not for branding. Not unlike the Prehistoric Mesopotamians, this iteration of branding is a process which “confer[s]” the “personality” of the designer into the garment (Wengrow 13 -14). The wearer of the garment is, in turn, is imbued by extension. Advertisers in the post-structuralist era embraced Levi-Strauss’s structuralist anthropological theories (Williamson 50). This is with particular reference to “bricolage” or the “preconditioning” of totemic symbols (Williamson 173; Pool 50). Subsequently, advertising creatives cum “bricoleur” employed his principles to imbue the brands with symbolic power. This symbolic capital was, arguably, transferable to the product and, ultimately, to its consumer (Williamson 173).Post-structuralist and semiotician Jean Baudrillard “exhaustively” critiqued brands and the advertising, or simulacrum, that embellished them between the late 1960s and early 1980s (Wengrow 10-11). In Simulacra and Simulation he wrote,it is the reflection of a profound reality; it masks and denatures a profound reality; it masks the absence of a profound reality; it has no relation to any reality whatsoever: it is its own pure simulacrum. (6)The symbolic power of the Chanel brand resonates in the ‘profound reality’ of her story. It is efficiently ‘denatured’ through becoming simplified, conspicuous and instantly recognisable. It is, as a logo, physically juxtaposed as simulacra onto apparel. This simulacrum, in turn, effects the ‘profound reality’ of the consumer. In 1899, economist Thorstein Veblen wrote in The Theory of the Leisure Class:Conspicuous consumption of valuable goods it the means of reputability to the gentleman of leisure… costly entertainments, such as potlatch or the ball, are peculiarly adapted to serve this end… he consumes vicariously for his host at the same time that he is witness to the consumption… he is also made to witness his host’s facility in etiquette. (47)Therefore, according to Veblen, it was the witnessing of “wasteful” consumption that “confers status” as opposed the primary conspicuous act (Han et al. 18). Despite television being in its experimental infancy advertising was at “the height of its powers” during the 1920s (Clark et al. 18; Hill 30). Post-World War I consumers, in America, experienced an unaccustomed level of prosperity and were unsuspecting of the motives of the newly formed advertising agencies (Clark et al. 18). Subsequently, the ‘witnessing’ of consumption could be constructed across a plethora of media from the newly emerged commercial radio to billboards (Hill viii–25). The resulting ‘status’ was ‘conferred’ onto brand logos. Women’s magazines, with a legacy dating back to 1828, were a primary locus (Hill 10).Belonging in a Post-Structuralist WorldIt is significant to note that, in a post-structuralist world, consumers do not exclusively seek upward mobility in their selection of brands. The establishment of counter-culture icon Levi-Strauss and Co. was concurrent to the emergence of both The House of Worth and Coco Chanel. The Bavarian-born Levi Strauss commenced selling apparel in San Francisco in 1853 (Levi’s). Two decades later, in partnership with Nevada born tailor Jacob Davis, he patented the “riveted-for-strength” workwear using blue denim (Levi’s). Although the ontology of ‘jeans’ is contested, references to “Jene Fustyan” date back the sixteenth century (Snyder 139). It involved the combining cotton, wool and linen to create “vestments” for Geonese sailors (Snyder 138). The Two Horse Logo (fig. 10), depicting them unable to pull apart a pair of jeans to symbolise strength, has been in continuous use by Levi Strauss & Co. company since its design in 1886 (Levi’s). Fig. 10. The Two Horse Logo by Levi Strauss & Co. has been in continuous use since 1886. Staff Unzipped. "Two Horses. One Message." Heritage. Levi Strauss & Co. 1 July 2011. 25 July 2019 <https://www.levistrauss.com/2011/07/01/two-horses-many-versions-one-message/>.The “rugged wear” would become the favoured apparel amongst miners at American Gold Rush (Muthu 6). Subsequently, between the 1930s – 1960s Hollywood films cultivated jeans as a symbol of “defiance” from Stage Coach staring John Wayne in 1939 to Rebel without A Cause staring James Dean in 1955 (Muthu 6; Edgar). Consequently, during the 1960s college students protesting in America (fig. 11) against the draft chose the attire to symbolise their solidarity with the working class (Hedarty). Notwithstanding a 1990s fashion revision of denim into a diversity of garments ranging from jackets to skirts, jeans have remained a wardrobe mainstay for the past half century (Hedarty; Muthu 10). Fig. 11. Although the brand label is not visible, jeans as initially introduced to the American Goldfields in the nineteenth century by Levi Strauss & Co. were cultivated as a symbol of defiance from the 1930s – 1960s. It documents an anti-war protest that occurred at the Pentagon in 1967. Cox, Savannah. "The Anti-Vietnam War Movement." ATI. 14 Dec. 2016. 16 July 2019 <https://allthatsinteresting.com/vietnam-war-protests#7>.In 2003, the journal Science published an article “Does Rejection Hurt? An Fmri Study of Social Exclusion” (Eisenberger et al.). The cross-institutional study demonstrated that the neurological reaction to rejection is indistinguishable to physical pain. Whereas during the 1940s Maslow classified the desire for “belonging” as secondary to “physiological needs,” early twenty-first century psychologists would suggest “[social] acceptance is a mechanism for survival” (Weir 50). In Simulacra and Simulation, Jean Baudrillard wrote: Today abstraction is no longer that of the map, the double, the mirror or the concept. Simulation is no longer that of a territory, a referential being or a substance. It is the generation by models of a real without origin or reality: a hyperreal… (1)In the intervening thirty-eight years since this document was published the artifice of our interactions has increased exponentially. In order to locate ‘belongness’ in this hyperreality, the identities of the seekers require a level of encoding. Brands, as signifiers, provide a vehicle.Whereas in Prehistoric Mesopotamia carved seals, worn as amulets, were used to extend the identity of a person, in post-digital China WeChat QR codes (fig. 12), stored in mobile phones, are used to facilitate transactions from exchanging contact details to commerce. Like other totems, they provide access to information such as locations, preferences, beliefs, marital status and financial circumstances. These individualised brands are the most recent incarnation of a technology that has developed over the past eight thousand years. The intermediary iteration, emblems affixed to garments, has remained prevalent since the twelfth century. Their continued salience is due to their visibility and, subsequent, accessibility as signifiers. Fig. 12. It may be posited that Wechat QR codes are a form individualised branding. Like other totems, they store information pertaining to the owner’s location, beliefs, preferences, marital status and financial circumstances. “Join Wechat groups using QR code on 2019.” Techwebsites. 26 July 2019 <https://techwebsites.net/join-wechat-group-qr-code/>.Fig. 13. Brands function effectively as signifiers is due to the international distribution of multinational corporations. This is the shopfront of Chanel in Dubai, which offers customers apparel bearing consistent insignia as the Parisian outlet at on Rue Cambon. Customers of Chanel can signify to each other with the confidence that their products will be recognised. “Chanel.” The Dubai Mall. 26 July 2019 <https://thedubaimall.com/en/shop/chanel>.Navigating a post-structuralist world of increasing mobility necessitates a rudimental understanding of these symbols. Whereas in the nineteenth century status was conveyed through consumption and witnessing consumption, from the twentieth century onwards the garnering of brands made this transaction immediate (Veblen 47; Han et al. 18). The bricolage of the brands is constructed by bricoleurs working in any number of contemporary creative fields such as advertising, filmmaking or song writing. They provide a system by which individuals can convey and recognise identities at prima facie. They enable the prosthesis of identity.ReferencesBaudrillard, Jean. Simulacra and Simulation. Trans. Sheila Faria Glaser. United States: University of Michigan Press, 1994.Burstein, Jessica. Cold Modernism: Literature, Fashion, Art. United States: Pennsylvania State University Press, 2012.Chaney, Lisa. Chanel: An Intimate Life. United Kingdom: Penguin Books Limited, 2011.Christensen, J.A. Cut-Art: An Introduction to Chung-Hua and Kiri-E. New York: Watson-Guptill Publications, 1989. Clark, Eddie M., Timothy C. Brock, David E. Stewart, David W. Stewart. Attention, Attitude, and Affect in Response to Advertising. United Kingdom: Taylor & Francis Group, 1994.Deuchar, Alexander. British Crests: Containing the Crests and Mottos of the Families of Great Britain and Ireland Together with Those of the Principal Cities – Primary So. London: Kirkwood & Sons, 1817.Ebert, Robert. “Great Movie: Stage Coach.” Robert Ebert.com. 1 Aug. 2011. 10 Mar. 2019 <https://www.rogerebert.com/reviews/great-movie-stagecoach-1939>.Elven, John Peter. The Book of Family Crests: Comprising Nearly Every Family Bearing, Properly Blazoned and Explained, Accompanied by Upwards of Four Thousand Engravings. London: Henry Washbourne, 1847.Eisenberger, Naomi I., Matthew D. Lieberman, and Kipling D. Williams. "Does Rejection Hurt? An Fmri Study of Social Exclusion." Science 302.5643 (2003): 290-92.Family Crests of Japan. California: Stone Bridge Press, 2007.Gombrich, Ernst. "The Visual Image: Its Place in Communication." Scientific American 272 (1972): 82-96.Hedarty, Stephanie. "How Jeans Conquered the World." BBC World Service. 28 Feb. 2012. 26 July 2019 <https://www.bbc.com/news/magazine-17101768>. Han, Young Jee, Joseph C. Nunes, and Xavier Drèze. "Signaling Status with Luxury Goods: The Role of Brand Prominence." Journal of Marketing 74.4 (2010): 15-30.Hill, Daniel Delis. Advertising to the American Woman, 1900-1999. United States of Ame: Ohio State University Press, 2002."History of Twinings." Twinings. 24 July 2019 <https://www.twinings.co.uk/about-twinings/history-of-twinings>. icon-icon: Telling You More about Icons. 18 Dec. 2016. 26 July 2019 <http://www.icon-icon.com/en/hermes-logo-the-horse-drawn-carriage/>. Jones, Geoffrey. Merchants to Multinationals: British Trading Companies in the 19th and 20th Centuries. Oxford: Oxford UP, 2002.Kamon (Japanese Family Crests): Ancient Key to Samurai Culture." Goin' Japaneque! 15 Nov. 2015. 27 July 2019 <http://goinjapanesque.com/05983/>. Krick, Jessa. "Charles Frederick Worth (1825-1895) and the House of Worth." Heilburnn Timeline of Art History. The Met. Oct. 2004. 23 July 2019 <https://www.metmuseum.org/toah/hd/wrth/hd_wrth.htm>. Levi’s. "About Levis Strauss & Co." 25 July 2019 <https://www.levis.com.au/about-us.html>. Lévi-Strauss, Claude. Totemism. London: Penguin, 1969.Lopes, Teresa de Silva, and Paul Duguid. Trademarks, Brands, and Competitiveness. Abingdon: Routledge, 2010.Maslow, Abraham. "A Theory of Human Motivation." British Journal of Psychiatry 208.4 (1942): 313-13.Moore, Karl, and Susan Reid. "The Birth of Brand: 4000 Years of Branding History." Business History 4.4 (2008).Muthu, Subramanian Senthikannan. Sustainability in Denim. Cambridge Woodhead Publishing, 2017.Polan, Brenda, and Roger Tredre. The Great Fashion Designers. Oxford: Bloomsbury Publishing, 2009.Pool, Roger C. Introduction. Totemism. New ed. Harmondsworth: Penguin, 1969.Press, Claire. Wardrobe Crisis: How We Went from Sunday Best to Fast Fashion. 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Decoding Advertisements: Ideology and Meaning in Advertising. Ideas in Progress. London: Boyars, 1978.

Introduction Utopia has always been countercultural, and ever since technological progress has allowed, utopia has been using alternative media to promote and strengthen its underpinning ideals. In this article, I am seeking to clarify the connections between counterculture and alternative media in utopian contexts to demonstrate their reciprocity, then draw together these threads through reference to a well-known figure of the Rainbow Region–Rusty Miller. His trajectory from iconic surfer and Aquarian reporter to mediator for utopian politics and ideals in the Rainbow Region encompasses in a single identity the three elements underpinning this study. In concluding, I will turn to Rusty’s Byron Guide, questioning its classification as alternative or mainstream media, and whether Byron Bay is represented as countercultural and utopian in this long-running and ongoing publication. Counterculture and Alternative Media in Utopian Contexts Counterculture is an umbrella that enfolds utopia, among many other genres and practices. It has been most often situated in the 1960s and 1970s as a new form of social movement embodying youth resistance to the technocratic mainstream and its norms of gender, sexuality, politics, music, and language (Roszak). Many scholars of counterculture underscore its utopian impulses both in the projection of better societies where the social goals are achieved, and in the withdrawal from mainstream society into intentional communities (Yinger 194-6; McKay 5; Berger). Before exploring further the connections between counterculture and alternative media, I want to define the scope of countercultural utopian contexts in general, and the Rainbow Region in particular. Utopia is a neologism created by Sir Thomas More almost 500 years ago to designate the island community that demonstrates order, harmony, justice, hope and desire in the right balance so that it seems like an ideal land. This imaginary place described in Utopia (1516) as a counterpoint to the social, political and religious shortcomings of contemporary 16th century British society, has attracted accusations of heresy (Molner), and been used as a pejorative term, an insult to denigrate political projects that seem farfetched or subversive, especially during the 19th century. Almost every study of utopian theory, literature and practice points to a dissatisfaction with the status quo, which inspires writers, politicians, architects, artists, individuals and communities to rail against it (see for example Davis, Moylan, Suvin, Levitas, Jameson). Kingsley Widmer’s book Counterings: Utopian Dialectics in Contemporary Contexts reiterates what many scholars have stated when he writes that utopias should be understood in terms of what they are countering. Lyman Tower Sargent defines utopia as “a non-existent society described in considerable detail and normally located in time and space” and utopianism as “social dreaming” (9), to which I would add that both indicate an improvement on the alternatives, and may indeed be striving to represent the best place imaginable. Utopian contexts, by extension, are those situations where the “social dreaming” is enhanced through human agency, good governance, just laws, education, and work, rather than being a divinely ordained state of nature (Schaer et al). In this way, utopian contexts are explicitly countercultural through their very conception, as human agency is required and their emphasis is on social change. These modes of resistance against dominant paradigms are most evident in attempts to realise textual projections of a better society in countercultural communal experiments. Almost immediately after its publication, More’s Utopia became the model for Bishop Vasco de Quiroga’s communitarian hospital-town Santa Fe de la Laguna in Michoacan, Mexico, established in the 1530s as a counterculture to the oppressive enslavement and massacres of the Purhépecha people by Nuno Guzmán (Green). The countercultural thrust of the 1960s and 1970s provided many utopian contexts, perhaps most readily identifiable as the intentional communities that spawned and flourished, especially in the United States, the United Kingdom, Australia, and New Zealand (Metcalf, Shared Lives). They were often inspired by texts such as Charles A. Reich’s The Greening of America (1970) and Ernest Callenbach’s Ecotopia (1975), and this convergence of textual practices and alternative lifestyles can be seen in the development of Australia’s own Rainbow Region. Located in northern New South Wales, the geographical area of the Northern Rivers that has come to be known as the Rainbow Region encompasses Byron Bay, Nimbin, Mullumbimby, Bangalow, Clunes, Dunoon, Federal, with Lismore as the region’s largest town. But more evocative than these place names are the “rivers and creeks, vivid green hills, fruit and nut farms […] bounded by subtropical beaches and rainforest mountains” (Wilson 1). Utopian by nature, and recognised as such by the indigenous Bundjalung people who inhabited it before the white settlers, whalers and dairy farmers moved in, the Rainbow Region became utopian through culture–or indeed counterculture–during the 1973 Aquarius Festival in Nimbin when the hippies of Mullumbimby and the surfers of Byron Bay were joined by up to 10,000 people seeking alternative ways of being in the world. When the party was over, many Aquarians stayed on to form intentional communities in the beautiful region, like Tuntable Falls, Nimbin’s first and largest such cooperative (Metcalf, From Utopian Dreaming to Communal Reality 74-83). In utopian contexts, from the Renaissance to the 1970s and beyond, counterculture has underpinned and alternative media has circulated the aims and ideals of the communities of resistance. The early utopian context of the Anabaptist movement has been dubbed as countercultural by Sigrun Haude: “During the reign of the Münster (1534-5) Anabaptists erected not only a religious but also a social and political counterculture to the existing order” (240). And it was this Protestant Reformation that John Downing calls the first real media war, with conflicting movements using pamphlets produced on the new technology of the Gutenberg press to disseminate their ideas (144). What is striking here is the confluence of ideas and practices at this time–countercultural ideals are articulated, published, and disseminated, printing presses make this possible, and utopian activists realise how mass media can be used and abused, exploited and censored. Twentieth century countercultural movements drew on the lessons learnt from historical uprising and revolutions, understanding the importance of getting the word out through their own forms of media which, given the subversive nature of the messages, were essentially alternative, according to the criteria proposed by Chris Atton: alternative media may be understood as a radical challenge to the professionalized and institutionalized practices of the mainstream media. Alternative media privileges a journalism that is closely wedded to notions of social responsibility, replacing an ideology of “objectivity” with overt advocacy and oppositional practices. Its practices emphasize first person, eyewitness accounts by participants; a reworking of the populist approaches of tabloid newspapers to recover a “radical popular” style of reporting; collective and antihierarchical forms of organization which eschew demarcation and specialization–and which importantly suggest an inclusive, radical form of civic journalism. (267) Nick Couldry goes further to point out the utopian processes required to identify agencies of change, including alternative media, which he defines as “practices of symbolic production which contest (in some way) media power itself–that is, the concentration of symbolic power in media institutions” (25). Alternative media’s orientation towards oppositional and contestatory practices demonstrates clear parallels between its ambitions and those of counterculture in utopian contexts. From the 1960s onwards, the upsurge in alternative newspaper numbers is commensurate with the blossoming of the counterculture and increased utopian contexts; Susan Forde describes it thus: “a huge resurgence in the popularity of publications throughout the ‘counter-culture’ days of the 1960s and 1970s” (“Monitoring the Establishment”, 114). The nexus of counterculture and alternative media in such utopian contexts is documented in texts like Roger Streitmatter’s Voices of Revolution and Bob Osterlag’s People’s Movements, People’s Press. Like the utopian newspapers that came out of 18th and 19th century intentional communities, many of the new alternative press served to educate, socialise, promote and represent the special interests of the founders and followers of the countercultural movements, often focusing on the philosophy and ideals underpinning these communities rather than the everyday events (see also Frobert). The radical press in Australia was also gaining ground, with OZ in Australia from 1963-1969, and then from 1967-1973 in London. Magazines launched by Philip Frazer like The Digger, Go-Set, Revolution and High Times, and university student newspapers were the main avenues for youth and alternative expression on the Vietnam war and conscription, gay and lesbian rights, racism, feminism and ecological activism (Forde, Challenging the News; Cock & Perry). Nimbin 1973: Rusty Miller and The Byron Express The 1973 Aquarius Festival of counterculture in Nimbin (12-23 May) was a utopian context that had an alternative media life of its own before it arrived in the Rainbow Region–in student publications like Tharnuka and newsletters distributed via the Aquarius Foundation. There were other voices that announced the coming of the Aquarius Festival to Nimbin and reported on its impact, like The Digger from Melbourne and the local paper, The Northern Star. During the Festival, the Nimbin Good Times first appeared as the daily bulletin and continues today with the original masthead drawn by the Festival’s co-organiser, Graeme Dunstan. Some interesting work has been done on this area, ranging from general studies of the Rainbow Region (Wilson; Munro-Clark) to articles analysing its alternative press (Ward & van Vuuren; Martin & Ellis), but to date, there has been no focus on the Rainbow Region’s first alternative newspaper, The Byron Express. Co-edited by Rusty Miller and David Guthrie, this paper presented and mediated the aims and desires of the Aquarian movement. Though short-lived, as only 7 issues were published from 15 February 1973 to September 1973, The Byron Express left a permanent printed vestige of the Aquarian counterculture movement’s activism and ideals from an independent regional perspective. Miller’s credentials for starting up the newspaper are clear–he has always been a trailblazer, mixing “smarts” with surfing and environmental politics. After graduating from a Bachelor of Arts in history from San Diego State College, he first set foot in Byron Bay during his two semesters with the inaugural Chapman College affiliated University of the Seven Seas in 1965-6. Returning to his hometown of Encinitas, he co-founded the Surf Research accessory company with legendary Californian surfer Mike Doyle, and launched Waxmate, the first specially formulated surf wax in 1967 (Davis, Witzig & James; Warshaw 217), selling his interest in the business soon after to spend a couple of years “living the counterculture life on the Hawaiian Island of Kauai” (Davis, Witzig & James), before heading back to Byron Bay via Bells Beach in 1970 (Miller & Shantz) and Sydney, where he worked as an advertising salesman and writer with Tracks surfing magazine (Martin & Ellis). In 1971, he was one of the first to ride the now famous waves of Uluwatu in Bali, and is captured with Steven Cooney in the iconic publicity image for Albe Falzon’s 1971 film, Morning Of The Earth. The champion surfer from the US knew a thing or two about counterculture, alternative media, advertising and business when he found his new utopian context in Byron Bay. Miller and Guthrie’s front-page editorial of the inaugural issue of The Byron Express, published on 15 February 1973, with the byline “for a higher shire”, expressed the countercultural (cl)aims of the publication. Land use, property development and the lack of concern that some people in Byron had for their impact on the environment and people of the region were a prime target: With this first issue of the Byron Express, we hope to explain that the area is badly in need of a focal point. The transitions of present are vast and moving fast. The land is being sold and resold. Lots of money is coming into the area in the way of developments […] caravan parts, hotels, businesses and real estate. Many of the trips incoming are not exactly “concerned” as to what long term effect such developments might have on the environment and its people. We hope to serve as a focus of concern and service, a centre for expression and reflection. We would ask your contributions in vocal and written form. We are ready for some sock it to ya criticism… and hope you would grab us upon the street to tell us how you feel…The mission of this alternative newspaper is thereby defined by the need for a “focal point” that inscribes the voices of the community in a freely accessible narrative, recorded in print for posterity. Although this first issue contains no mention of the Aquarius Festival, there were already rumours circulating about it, as organisers Graeme Dunstan and Johnny Allen had been up to Main Arm, Mullumbimby and Nimbin on reconnaissance missions beginning in September 1972. Instead, there was an article on “Mullumbimby Man–Close to the Land” by Nicholas Shand, who would go on to found the community-based weekly newspaper The Echo in 1986, then called The Brunswick Valley Echo and still going strong. Another by Bob McTavish asked whether there could be a better form of government; there was a surf story, and a soul food section with a recipe for honey meade entitled “Do you want to get out of it on 10 cents a bottle?” The second issue continues in much the same vein. It is not until the third issue comes out on 17 March 1973 that the Aquarius Festival is mentioned in a skinny half column on page four. And it’s not particularly promising: Arrived at Nimbin, sleepy hamlet… Office in disused R.S.L. rooms, met a couple of guys recently arrived, said nothing was being done. “Only women here, you know–no drive”. Met Joanne and Vi, both unable to say anything to be reported… Graham Dunstan (codenamed Superfest) and John Allen nowhere in sight. Allen off on trip overseas. Dunstan due back in a couple of weeks. 10 weeks to go till “they” all come… and to what… nobody is quite sure. This progress report provides a fascinating contemporary insight into the tensions–between the local surfies and hippies on one hand, and the incoming students on the other–around the organisation of the Aquarius Festival. There is an unbridled barb at the sexist comments made by the guys, implicit criticism of the absent organisers, obvious skepticism about whether anyone will actually come to the festival, and wonderment at what it will be like. Reading between the lines, we might find a feeling of resentment about not being privy to new developments in their own backyard. The final lines of the article are non-committal “Anyway, let’s see what eventuates when the Chiefs return.” It seems that all has been resolved by the fifth issue of 11 May, which is almost entirely dedicated to the Aquarius Festival with the front page headline “Welcome to the New Age”. But there is still an undertone of slight suspicion at what the newcomers to the area might mean in terms of property development: The goal is improving your fellow man’s mind and nourishment in concert with your own; competition to improve your day and the quality of the day for society. Meanwhile, what is the first thing one thinks about when he enters Byron and the area? The physical environment is so magnificent and all encompassing that it can actually hold a man’s breath back a few seconds. Then a man says, “Wow, this land is so beautiful that one could make a quid here.” And from that moment the natural aura and spells are broken and the mind lapses into speculative equations, sales projections and future interest payments. There is plenty of “love” though, in this article: “The gathering at Nimbin is the most spectacular demonstration of the faith people have in a belief that is possible (and possible just because they want it to be) to live in love, through love together.” The following article signed by Rusty Miller “A Town Together” is equally focused on love: “See what you could offer the spirit at Nimbin. It might introduce you to a style that could lead to LOVE.” The centre spread features photos: the obligatory nudes, tents, and back to nature activities, like planting and woodworking. With a text box of “random comments” including one from a Lismore executive: ‘I took my wife and kids out there last weekend and we had such a good time. Seems pretty organized and the town was loaded with love. Heard there is some hepatitis about and rumours of VD. Everyone happy.” And another from a land speculator (surely the prime target of Miller’s wrath): “Saw guys kissing girls on the street, so sweet, bought 200 acres right outside of town, it’s going to be valuable out there some day.” The interview with Johnny Allen as the centrepiece includes some pertinent commentary on the media and reveals a well-founded suspicion of the mediatisation of the Aquarius Festival: We have tried to avoid the media actually. But we haven’t succeeded in doing so. Part of the basic idea is that we don’t need to be sold. All the down town press can do is try and interpret you. And by doing that it automatically places it in the wrong sort of context. So we’ve tried to keep it to people writing about the festival to people who will be involved in it. It’s an involvement festival. Coopting The Byron Express as an “involved” party effects a fundamental shift from an external reporting newspaper to a kind of proponent or even propaganda for the Aquarius festival and its ideas, like so many utopian newspapers had done before. It is therefore perhaps inevitable that The Byron Express should disappear very soon after the Aquarius festival. Fiona Martin and Rhonda Ellis explain that Rusty Miller stopped producing the paper because he “found the production schedule exhausting and his readership too small to attract consistent advertising” (5). At any rate, there were only two more issues, one in June–with some follow up reporting of the festival–and another in September 1973, which was almost entirely devoted to environmentally focused features, including an interview with Kath Walker (Oodgeroo Noonuccal). Byron Bay 2013: Thirty Years of Rusty’s Byron Guide What Rusty did next is fairly well known locally–surfing and teaching people how to surf and a bit of writing. When major local employer Walkers slaughterhouse closed in 1983, he and his wife, social geographer Tricia Shantz, were asked by the local council to help promote Byron Bay as a tourist destination, writing the first Byron guide in 1983-4. Incorporating essays by local personalities and dedicated visitors, the Byron guide perpetuates the ideal of environmental awareness, spiritual experimentation, and respect for the land and sea. Recent contributors have included philosopher Peter Singer, political journalist Kerry O’Brien, and writer John Ralston Saul, and Miller and Shantz always have an essay in there themselves. “People, Politics and Culture” is the new byline for the 2013 edition. And Miller’s opening essay mediates the same utopian desires and environmental community messages that he espoused from the beginning of The Byron Express: The name Byron Bay represents something that we constantly try to articulate. If one was to dream up a menu of situations and conditions to compose a utopia, Australia would be the model of the nation-state and Byron would have many elements of the actual place one might wish to live for the rest of their lives. But of course there is always the danger of excesses in tropical paradises especially when they become famous destinations. Australia is being held to ransom for the ideology that we should be slaves to money and growth at the cost of a degraded and polluted physical and social environment. Byron at least was/is a refuge against this profusion of the so-called real-world perception that holds profit over environment as the way we must choose for our future. Even when writing for a much more commercial medium, Miller retains the countercultural utopian spirit that was crystallised in the Aquarius festival of 1973, and which remains relevant to many of those living in and visiting the Rainbow Region. Miller’s ethos moves beyond the alternative movements and communities to infiltrate travel writing and tourism initiatives in the area today, as evidenced in the Rusty’s Byron Guide essays. By presenting more radical discourses for a mainstream public, Miller together with Shantz have built on the participatory role that he played in launching the region’s first alternative newspaper in 1973 that became albeit briefly the equivalent of a countercultural utopian gazette. Now, he and Shantz effectively play the same role, producing a kind of countercultural form of utopian media for Byron Bay that corresponds to exactly the same criteria mentioned above. Through their free publication, they aim to educate, socialise, promote and represent the special interests of the founders and followers of the Rainbow Region, focusing on the philosophy and ideals underpinning these communities rather than the everyday events. The Byron Bay that Miller and Shantz promote is resolutely utopian, and certainly countercultural if compared to other free publications like The Book, a new shopping guide, or mainstream media elsewhere. Despite this new competition, they are planning the next edition for 2015 with essays to make people think, talk, and understand the region’s issues, so perhaps the counterculture is still holding its own against the mainstream. References Atton, Chris. “What Is ‘Alternative’ Journalism?” Journalism: Theory, Practice, Criticism 4.3 (2003): 267-72. Berger, Bennett M. The Survival of a Counterculture: Ideological Work and Everyday Life among Rural Communards. New Brunswick: Transaction Publishers, 2004. Cock, Peter H., & Paul F. Perry. “Australia's Alternative Media.” Media Information Australia 6 (1977): 4-13. Couldry, Nick. “Mediation and Alternative Media, or Relocating the Centre of Media and Communication Studies.” Media International Australia, Incorporating Culture & Policy 103, (2002): 24-31. Davis, Dale, John Witzig & Don James. “Rusty Miller.” Encyclopedia of Surfing. 10 Nov. 2014 ‹http://encyclopediaofsurfing.com/entries/miller-rusty›. Downing, John. Radical Media: Rebellious Communication and Social Movements. Thousand Oaks: Sage. Davis, J.C. Utopia and the Ideal Society: A Study of English Utopian Writing 1516-1700. Cambridge: Cambridge UP, 1983. Forde, Susan. Challenging the News: The Journalism of Alternative and Independent Media. Palgrave Macmillan: London, 2011. ---. “Monitoring the Establishment: The Development of the Alternative Press in Australia” Media International Australia, Incorporating Culture & Policy 87 (May 1998): 114-133. Frobert, Lucien. “French Utopian Socialists as the First Pioneers in Development.” Cambridge Journal of Economics 35 (2011): 729-49. Green, Toby. Thomas More’s Magician: A Novel Account of Utopia in Mexico. London: Phoenix, 2004. Goffman, Ken, & Dan Joy. Counterculture through the Ages: From Abraham to Acid House. New York: Villard Books. 2004. Haude, Sigrun. “Anabaptism.” The Reformation World. Ed. Andrew Pettegree. London: Routledge, 2000. 237-256. Jameson, Fredric. Archeologies of the Future: The Desire Called Utopia and Other Science Fictions. New York: Verso, 2005. Levitas, Ruth. Utopia as Method. London: Palgrave Macmillan, 2013. Martin, Fiona, & Rhonda Ellis. “Dropping In, Not Out: The Evolution of the Alternative Press in Byron Shire 1970-2001.” Transformations 2 (2002). 10 Nov. 2014 ‹http://www.transformationsjournal.org/journal/issue_02/pdf/MartinEllis.pdf›. McKay, George. Senseless Acts of Beauty: Cultures of Resistance since the Sixties. London: Verso, 1996. Metcalf, Bill. From Utopian Dreaming to Communal Reality: Cooperative Lifestyles in Australia. Sydney: University of New South Wales Press, 1995. ---. Shared Visions, Shared Lives: Communal Living around the Globe. Forres, UK: Findhorn Press, 1996. Miller, Rusty & Tricia Shantz. Turning Point: Surf Portraits and Stories from Bells to Byron 1970-1971. Surf Research. 2012. Molnar, Thomas. Utopia: The Perennial Heresy. London: Tom Stacey, 1972. Moylan, Tom. Demand the Impossible: Science Fiction and the Utopian Imagination. New York: Methuen, 1986. Munro-Clark, Margaret. Communes in Rural Australia: The Movement since 1970. Sydney: Hale & Iremonger, 1986. Osterlag, Bob. People’s Movements, People’s Press: The Journalism of Social Justice Movements. Boston: Beacon Press, 2006. Roszak, Theodore. The Making of a Counter Culture: Reflections on the Technocratic Society and Its Youthful Opposition. New York: Anchor, 1969. Sargent, Lyman Tower. “Three Faces of Utopianism Revisited.” Utopian Studies 5.1 (1994): 1-37. Schaer, Roland, Gregory Claeys, and Lyman Tower Sargent, eds. Utopia: The Search for the Ideal Society in the Western World. New York: New York Public Library/Oxford UP, 2000. Streitmatter, Roger. Voices of Revolution: The Dissident Press in America. Columbia: Columbia UP, 2001. Suvin, Darko. Metamorphoses of Science Fiction: On the Poetics and History of a Literary Genre. New Haven: Yale UP, 1979. Ward, Susan, & Kitty van Vuuren. “Belonging to the Rainbow Region: Place, Local Media, and the Construction of Civil and Moral Identities Strategic to Climate Change Adaptability.” Environmental Communication 7.1 (2013): 63-79. Warshaw, Matt. The History of Surfing. San Francisco: Chronicle Books, 2011. Wilson, Helen. (Ed.). Belonging in the Rainbow Region: Cultural Perspectives on the NSW North Coast. Lismore, NSW: Southern Cross University Press, 2003. Widmer, Kingsley. Counterings: Utopian Dialectics in Contemporary Contexts. Ann Arbor, London: UMI Research Press, 1988. Yinger, J. Milton. Countercultures: The Promise and Peril of a World Turned Upside Down. New York: The Free Press, 1982.

Introduction Crime fiction is one of the world’s most popular genres. Indeed, it has been estimated that as many as one in every three new novels, published in English, is classified within the crime fiction category (Knight xi). These new entrants to the market are forced to jostle for space on bookstore and library shelves with reprints of classic crime novels; such works placed in, often fierce, competition against their contemporaries as well as many of their predecessors. Raymond Chandler, in his well-known essay The Simple Art of Murder, noted Ernest Hemingway’s observation that “the good writer competes only with the dead. The good detective story writer […] competes not only with all the unburied dead but with all the hosts of the living as well” (3). In fact, there are so many examples of crime fiction works that, as early as the 1920s, one of the original ‘Queens of Crime’, Dorothy L. Sayers, complained: It is impossible to keep track of all the detective-stories produced to-day [sic]. Book upon book, magazine upon magazine pour out from the Press, crammed with murders, thefts, arsons, frauds, conspiracies, problems, puzzles, mysteries, thrills, maniacs, crooks, poisoners, forgers, garrotters, police, spies, secret-service men, detectives, until it seems that half the world must be engaged in setting riddles for the other half to solve (95). Twenty years after Sayers wrote on the matter of the vast quantities of crime fiction available, W.H. Auden wrote one of the more famous essays on the genre: The Guilty Vicarage: Notes on the Detective Story, by an Addict. Auden is, perhaps, better known as a poet but his connection to the crime fiction genre is undisputed. As well as his poetic works that reference crime fiction and commentaries on crime fiction, one of Auden’s fellow poets, Cecil Day-Lewis, wrote a series of crime fiction novels under the pseudonym Nicholas Blake: the central protagonist of these novels, Nigel Strangeways, was modelled upon Auden (Scaggs 27). Interestingly, some writers whose names are now synonymous with the genre, such as Edgar Allan Poe and Raymond Chandler, established the link between poetry and crime fiction many years before the publication of The Guilty Vicarage. Edmund Wilson suggested that “reading detective stories is simply a kind of vice that, for silliness and minor harmfulness, ranks somewhere between crossword puzzles and smoking” (395). In the first line of The Guilty Vicarage, Auden supports Wilson’s claim and confesses that: “For me, as for many others, the reading of detective stories is an addiction like tobacco or alcohol” (406). This indicates that the genre is at best a trivial pursuit, at worst a pursuit that is bad for your health and is, increasingly, socially unacceptable, while Auden’s ideas around taste—high and low—are made clear when he declares that “detective stories have nothing to do with works of art” (406). The debates that surround genre and taste are many and varied. The mid-1920s was a point in time which had witnessed crime fiction writers produce some of the finest examples of fiction to ever be published and when readers and publishers were watching, with anticipation, as a new generation of crime fiction writers were readying themselves to enter what would become known as the genre’s Golden Age. At this time, R. Austin Freeman wrote that: By the critic and the professedly literary person the detective story is apt to be dismissed contemptuously as outside the pale of literature, to be conceived of as a type of work produced by half-educated and wholly incompetent writers for consumption by office boys, factory girls, and other persons devoid of culture and literary taste (7). This article responds to Auden’s essay and explores how crime fiction appeals to many different tastes: tastes that are acquired, change over time, are embraced, or kept as guilty secrets. In addition, this article will challenge Auden’s very narrow definition of crime fiction and suggest how Auden’s religious imagery, deployed to explain why many people choose to read crime fiction, can be incorporated into a broader popular discourse on punishment. This latter argument demonstrates that a taste for crime fiction and a taste for justice are inextricably intertwined. Crime Fiction: A Type For Every Taste Cathy Cole has observed that “crime novels are housed in their own section in many bookshops, separated from literary novels much as you’d keep a child with measles away from the rest of the class” (116). Times have changed. So too, have our tastes. Crime fiction, once sequestered in corners, now demands vast tracts of prime real estate in bookstores allowing readers to “make their way to the appropriate shelves, and begin to browse […] sorting through a wide variety of very different types of novels” (Malmgren 115). This is a result of the sheer size of the genre, noted above, as well as the genre’s expanding scope. Indeed, those who worked to re-invent crime fiction in the 1800s could not have envisaged the “taxonomic exuberance” (Derrida 206) of the writers who have defined crime fiction sub-genres, as well as how readers would respond by not only wanting to read crime fiction but also wanting to read many different types of crime fiction tailored to their particular tastes. To understand the demand for this diversity, it is important to reflect upon some of the appeal factors of crime fiction for readers. Many rules have been promulgated for the writers of crime fiction to follow. Ronald Knox produced a set of 10 rules in 1928. These included Rule 3 “Not more than one secret room or passage is allowable”, and Rule 10 “Twin brothers, and doubles generally, must not appear unless we have been duly prepared for them” (194–6). In the same year, S.S. Van Dine produced another list of 20 rules, which included Rule 3 “There must be no love interest: The business in hand is to bring a criminal to the bar of justice, not to bring a lovelorn couple to the hymeneal altar”, and Rule 7 “There simply must be a corpse in a detective novel, and the deader the corpse the better” (189–93). Some of these directives have been deliberately ignored or have become out-of-date over time while others continue to be followed in contemporary crime writing practice. In sharp contrast, there are no rules for reading this genre. Individuals are, generally, free to choose what, where, when, why, and how they read crime fiction. There are, however, different appeal factors for readers. The most common of these appeal factors, often described as doorways, are story, setting, character, and language. As the following passage explains: The story doorway beckons those who enjoy reading to find out what happens next. The setting doorway opens widest for readers who enjoy being immersed in an evocation of place or time. The doorway of character is for readers who enjoy looking at the world through others’ eyes. Readers who most appreciate skilful writing enter through the doorway of language (Wyatt online). These doorways draw readers to the crime fiction genre. There are stories that allow us to easily predict what will come next or make us hold our breath until the very last page, the books that we will cheerfully lend to a family member or a friend and those that we keep close to hand to re-read again and again. There are settings as diverse as country manors, exotic locations, and familiar city streets, places we have been and others that we might want to explore. There are characters such as the accidental sleuth, the hardboiled detective, and the refined police officer, amongst many others, the men and women—complete with idiosyncrasies and flaws—who we have grown to admire and trust. There is also the language that all writers, regardless of genre, depend upon to tell their tales. In crime fiction, even the most basic task of describing where the murder victim was found can range from words that convey the genteel—“The room of the tragedy” (Christie 62)—to the absurd: “There it was, jammed between a pallet load of best export boneless beef and half a tonne of spring lamb” (Maloney 1). These appeal factors indicate why readers might choose crime fiction over another genre, or choose one type of crime fiction over another. Yet such factors fail to explain what crime fiction is or adequately answer why the genre is devoured in such vast quantities. Firstly, crime fiction stories are those in which there is the committing of a crime, or at least the suspicion of a crime (Cole), and the story that unfolds revolves around the efforts of an amateur or professional detective to solve that crime (Scaggs). Secondly, crime fiction offers the reassurance of resolution, a guarantee that from “previous experience and from certain cultural conventions associated with this genre that ultimately the mystery will be fully explained” (Zunshine 122). For Auden, the definition of the crime novel was quite specific, and he argued that referring to the genre by “the vulgar definition, ‘a Whodunit’ is correct” (407). Auden went on to offer a basic formula stating that: “a murder occurs; many are suspected; all but one suspect, who is the murderer, are eliminated; the murderer is arrested or dies” (407). The idea of a formula is certainly a useful one, particularly when production demands—in terms of both quality and quantity—are so high, because the formula facilitates creators in the “rapid and efficient production of new works” (Cawelti 9). For contemporary crime fiction readers, the doorways to reading, discussed briefly above, have been cast wide open. Stories relying upon the basic crime fiction formula as a foundation can be gothic tales, clue puzzles, forensic procedurals, spy thrillers, hardboiled narratives, or violent crime narratives, amongst many others. The settings can be quiet villages or busy metropolises, landscapes that readers actually inhabit or that provide a form of affordable tourism. These stories can be set in the past, the here and now, or the future. Characters can range from Edgar Allan Poe’s C. Auguste Dupin to Dashiell Hammett’s Sam Spade, from Agatha Christie’s Miss Jane Marple to Kerry Greenwood’s Honourable Phryne Fisher. Similarly, language can come in numerous styles from the direct (even rough) words of Carter Brown to the literary prose of Peter Temple. Anything is possible, meaning everything is available to readers. For Auden—although he required a crime to be committed and expected that crime to be resolved—these doorways were only slightly ajar. For him, the story had to be a Whodunit; the setting had to be rural England, though a college setting was also considered suitable; the characters had to be “eccentric (aesthetically interesting individuals) and good (instinctively ethical)” and there needed to be a “completely satisfactory detective” (Sherlock Holmes, Inspector French, and Father Brown were identified as “satisfactory”); and the language descriptive and detailed (406, 409, 408). To illustrate this point, Auden’s concept of crime fiction has been plotted on a taxonomy, below, that traces the genre’s main developments over a period of three centuries. As can be seen, much of what is, today, taken for granted as being classified as crime fiction is completely excluded from Auden’s ideal. Figure 1: Taxonomy of Crime Fiction (Adapted from Franks, Murder 136) Crime Fiction: A Personal Journey I discovered crime fiction the summer before I started high school when I saw the film version of The Big Sleep starring Humphrey Bogart and Lauren Bacall. A few days after I had seen the film I started reading the Raymond Chandler novel of the same title, featuring his famous detective Philip Marlowe, and was transfixed by the second paragraph: The main hallway of the Sternwood place was two stories high. Over the entrance doors, which would have let in a troop of Indian elephants, there was a broad stained-glass panel showing a knight in dark armour rescuing a lady who was tied to a tree and didn’t have any clothes on but some very long and convenient hair. The knight had pushed the visor of his helmet back to be sociable, and he was fiddling with the knots on the ropes that tied the lady to the tree and not getting anywhere. I stood there and thought that if I lived in the house, I would sooner or later have to climb up there and help him. He didn’t seem to be really trying (9). John Scaggs has written that this passage indicates Marlowe is an idealised figure, a knight of romance rewritten onto the mean streets of mid-20th century Los Angeles (62); a relocation Susan Roland calls a “secular form of the divinely sanctioned knight errant on a quest for metaphysical justice” (139): my kind of guy. Like many young people I looked for adventure and escape in books, a search that was realised with Raymond Chandler and his contemporaries. On the escapism scale, these men with their stories of tough-talking detectives taking on murderers and other criminals, law enforcement officers, and the occasional femme fatale, were certainly a sharp upgrade from C.S. Lewis and the Chronicles of Narnia. After reading the works written by the pioneers of the hardboiled and roman noir traditions, I looked to other American authors such as Edgar Allan Poe who, in the mid-1800s, became the father of the modern detective story, and Thorne Smith who, in the 1920s and 1930s, produced magical realist tales with characters who often chose to dabble on the wrong side of the law. This led me to the works of British crime writers including Arthur Conan Doyle, Agatha Christie, and Dorothy L. Sayers. My personal library then became dominated by Australian writers of crime fiction, from the stories of bushrangers and convicts of the Colonial era to contemporary tales of police and private investigators. There have been various attempts to “improve” or “refine” my tastes: to convince me that serious literature is real reading and frivolous fiction is merely a distraction. Certainly, the reading of those novels, often described as classics, provide perfect combinations of beauty and brilliance. Their narratives, however, do not often result in satisfactory endings. This routinely frustrates me because, while I understand the philosophical frameworks that many writers operate within, I believe the characters of such works are too often treated unfairly in the final pages. For example, at the end of Ernest Hemingway’s A Farewell to Arms, Frederick Henry “left the hospital and walked back to the hotel in the rain” after his son is stillborn and “Mrs Henry” becomes “very ill” and dies (292–93). Another example can be found on the last page of George Orwell’s Nineteen Eighty-Four when Winston Smith “gazed up at the enormous face” and he realised that he “loved Big Brother” (311). Endings such as these provide a space for reflection about the world around us but rarely spark an immediate response of how great that world is to live in (Franks Motive). The subject matter of crime fiction does not easily facilitate fairy-tale finishes, yet, people continue to read the genre because, generally, the concluding chapter will show that justice, of some form, will be done. Punishment will be meted out to the ‘bad characters’ that have broken society’s moral or legal laws; the ‘good characters’ may experience hardships and may suffer but they will, generally, prevail. Crime Fiction: A Taste For Justice Superimposed upon Auden’s parameters around crime fiction, are his ideas of the law in the real world and how such laws are interwoven with the Christian-based system of ethics. This can be seen in Auden’s listing of three classes of crime: “(a) offenses against God and one’s neighbor or neighbors; (b) offenses against God and society; (c) offenses against God” (407). Murder, in Auden’s opinion, is a class (b) offense: for the crime fiction novel, the society reflected within the story should be one in “a state of grace, i.e., a society where there is no need of the law, no contradiction between the aesthetic individual and the ethical universal, and where murder, therefore, is the unheard-of act which precipitates a crisis” (408). Additionally, in the crime novel “as in its mirror image, the Quest for the Grail, maps (the ritual of space) and timetables (the ritual of time) are desirable. Nature should reflect its human inhabitants, i.e., it should be the Great Good Place; for the more Eden-like it is, the greater the contradiction of murder” (408). Thus, as Charles J. Rzepka notes, “according to W.H. Auden, the ‘classical’ English detective story typically re-enacts rites of scapegoating and expulsion that affirm the innocence of a community of good people supposedly ignorant of evil” (12). This premise—of good versus evil—supports Auden’s claim that the punishment of wrongdoers, particularly those who claim the “right to be omnipotent” and commit murder (409), should be swift and final: As to the murderer’s end, of the three alternatives—execution, suicide, and madness—the first is preferable; for if he commits suicide he refuses to repent, and if he goes mad he cannot repent, but if he does not repent society cannot forgive. Execution, on the other hand, is the act of atonement by which the murderer is forgiven by society (409). The unilateral endorsement of state-sanctioned murder is problematic, however, because—of the main justifications for punishment: retribution; deterrence; incapacitation; and rehabilitation (Carter Snead 1245)—punishment, in this context, focuses exclusively upon retribution and deterrence, incapacitation is achieved by default, but the idea of rehabilitation is completely ignored. This, in turn, ignores how the reading of crime fiction can be incorporated into a broader popular discourse on punishment and how a taste for crime fiction and a taste for justice are inextricably intertwined. One of the ways to explore the connection between crime fiction and justice is through the lens of Emile Durkheim’s thesis on the conscience collective which proposes punishment is a process allowing for the demonstration of group norms and the strengthening of moral boundaries. David Garland, in summarising this thesis, states: So although the modern state has a near monopoly of penal violence and controls the administration of penalties, a much wider population feels itself to be involved in the process of punishment, and supplies the context of social support and valorization within which state punishment takes place (32). It is claimed here that this “much wider population” connecting with the task of punishment can be taken further. Crime fiction, above all other forms of literary production, which, for those who do not directly contribute to the maintenance of their respective legal systems, facilitates a feeling of active participation in the penalising of a variety of perpetrators: from the issuing of fines to incarceration (Franks Punishment). Crime fiction readers are therefore, temporarily at least, direct contributors to a more stable society: one that is clearly based upon right and wrong and reliant upon the conscience collective to maintain and reaffirm order. In this context, the reader is no longer alone, with only their crime fiction novel for company, but has become an active member of “a moral framework which binds individuals to each other and to its conventions and institutions” (Garland 51). This allows crime fiction, once viewed as a “vice” (Wilson 395) or an “addiction” (Auden 406), to be seen as playing a crucial role in the preservation of social mores. It has been argued “only the most literal of literary minds would dispute the claim that fictional characters help shape the way we think of ourselves, and hence help us articulate more clearly what it means to be human” (Galgut 190). Crime fiction focuses on what it means to be human, and how complex humans are, because stories of murders, and the men and women who perpetrate and solve them, comment on what drives some people to take a life and others to avenge that life which is lost and, by extension, engages with a broad community of readers around ideas of justice and punishment. It is, furthermore, argued here that the idea of the story is one of the more important doorways for crime fiction and, more specifically, the conclusions that these stories, traditionally, offer. For Auden, the ending should be one of restoration of the spirit, as he suspected that “the typical reader of detective stories is, like myself, a person who suffers from a sense of sin” (411). In this way, the “phantasy, then, which the detective story addict indulges is the phantasy of being restored to the Garden of Eden, to a state of innocence, where he may know love as love and not as the law” (412), indicating that it was not necessarily an accident that “the detective story has flourished most in predominantly Protestant countries” (408). Today, modern crime fiction is a “broad church, where talented authors raise questions and cast light on a variety of societal and other issues through the prism of an exciting, page-turning story” (Sisterson). Moreover, our tastes in crime fiction have been tempered by a growing fear of real crime, particularly murder, “a crime of unique horror” (Hitchens 200). This has seen some readers develop a taste for crime fiction that is not produced within a framework of ecclesiastical faith but is rather grounded in reliance upon those who enact punishment in both the fictional and real worlds. As P.D. James has written: [N]ot by luck or divine intervention, but by human ingenuity, human intelligence and human courage. It confirms our hope that, despite some evidence to the contrary, we live in a beneficent and moral universe in which problems can be solved by rational means and peace and order restored from communal or personal disruption and chaos (174). Dorothy L. Sayers, despite her work to legitimise crime fiction, wrote that there: “certainly does seem a possibility that the detective story will some time come to an end, simply because the public will have learnt all the tricks” (108). Of course, many readers have “learnt all the tricks”, or most of them. This does not, however, detract from the genre’s overall appeal. We have not grown bored with, or become tired of, the formula that revolves around good and evil, and justice and punishment. Quite the opposite. Our knowledge of, as well as our faith in, the genre’s “tricks” gives a level of confidence to readers who are looking for endings that punish murderers and other wrongdoers, allowing for more satisfactory conclusions than the, rather depressing, ends given to Mr. Henry and Mr. Smith by Ernest Hemingway and George Orwell noted above. Conclusion For some, the popularity of crime fiction is a curious case indeed. When Penguin and Collins published the Marsh Million—100,000 copies each of 10 Ngaio Marsh titles in 1949—the author’s relief at the success of the project was palpable when she commented that “it was pleasant to find detective fiction being discussed as a tolerable form of reading by people whose opinion one valued” (172). More recently, upon the announcement that a Miles Franklin Award would be given to Peter Temple for his crime novel Truth, John Sutherland, a former chairman of the judges for one of the world’s most famous literary awards, suggested that submitting a crime novel for the Booker Prize would be: “like putting a donkey into the Grand National”. Much like art, fashion, food, and home furnishings or any one of the innumerable fields of activity and endeavour that are subject to opinion, there will always be those within the world of fiction who claim positions as arbiters of taste. Yet reading is intensely personal. I like a strong, well-plotted story, appreciate a carefully researched setting, and can admire elegant language, but if a character is too difficult to embrace—if I find I cannot make an emotional connection, if I find myself ambivalent about their fate—then a book is discarded as not being to my taste. It is also important to recognise that some tastes are transient. Crime fiction stories that are popular today could be forgotten tomorrow. Some stories appeal to such a broad range of tastes they are immediately included in the crime fiction canon. Yet others evolve over time to accommodate widespread changes in taste (an excellent example of this can be seen in the continual re-imagining of the stories of Sherlock Holmes). Personal tastes also adapt to our experiences and our surroundings. A book that someone adores in their 20s might be dismissed in their 40s. A storyline that was meaningful when read abroad may lose some of its magic when read at home. Personal events, from a change in employment to the loss of a loved one, can also impact upon what we want to read. Similarly, world events, such as economic crises and military conflicts, can also influence our reading preferences. Auden professed an almost insatiable appetite for crime fiction, describing the reading of detective stories as an addiction, and listed a very specific set of criteria to define the Whodunit. Today, such self-imposed restrictions are rare as, while there are many rules for writing crime fiction, there are no rules for reading this (or any other) genre. People are, generally, free to choose what, where, when, why, and how they read crime fiction, and to follow the deliberate or whimsical paths that their tastes may lay down for them. Crime fiction writers, past and present, offer: an incredible array of detective stories from the locked room to the clue puzzle; settings that range from the English country estate to city skyscrapers in glamorous locations around the world; numerous characters from cerebral sleuths who can solve a crime in their living room over a nice, hot cup of tea to weapon wielding heroes who track down villains on foot in darkened alleyways; and, language that ranges from the cultured conversations from the novels of the genre’s Golden Age to the hard-hitting terminology of forensic and legal procedurals. Overlaid on these appeal factors is the capacity of crime fiction to feed a taste for justice: to engage, vicariously at least, in the establishment of a more stable society. Of course, there are those who turn to the genre for a temporary distraction, an occasional guilty pleasure. There are those who stumble across the genre by accident or deliberately seek it out. There are also those, like Auden, who are addicted to crime fiction. So there are corpses for the conservative and dead bodies for the bloodthirsty. There is, indeed, a murder victim, and a murder story, to suit every reader’s taste. References Auden, W.H. “The Guilty Vicarage: Notes on The Detective Story, By an Addict.” Harper’s Magazine May (1948): 406–12. 1 Dec. 2013 ‹http://www.harpers.org/archive/1948/05/0033206›. Carter Snead, O. “Memory and Punishment.” Vanderbilt Law Review 64.4 (2011): 1195–264. Cawelti, John G. Adventure, Mystery and Romance: Formula Stories as Art and Popular Culture. Chicago: U of Chicago P, 1976/1977. Chandler, Raymond. The Big Sleep. London: Penguin, 1939/1970. ––. The Simple Art of Murder. New York: Vintage Books, 1950/1988. Christie, Agatha. The Mysterious Affair at Styles. London: HarperCollins, 1920/2007. Cole, Cathy. Private Dicks and Feisty Chicks: An Interrogation of Crime Fiction. Fremantle: Curtin UP, 2004. Derrida, Jacques. “The Law of Genre.” Glyph 7 (1980): 202–32. Franks, Rachel. “May I Suggest Murder?: An Overview of Crime Fiction for Readers’ Advisory Services Staff.” Australian Library Journal 60.2 (2011): 133–43. ––. “Motive for Murder: Reading Crime Fiction.” The Australian Library and Information Association Biennial Conference. Sydney: Jul. 2012. ––. “Punishment by the Book: Delivering and Evading Punishment in Crime Fiction.” Inter-Disciplinary.Net 3rd Global Conference on Punishment. Oxford: Sep. 2013. Freeman, R.A. “The Art of the Detective Story.” The Art of the Mystery Story: A Collection of Critical Essays. Ed. Howard Haycraft. New York: Simon & Schuster, 1924/1947. 7–17. Galgut, E. “Poetic Faith and Prosaic Concerns: A Defense of Suspension of Disbelief.” South African Journal of Philosophy 21.3 (2002): 190–99. Garland, David. Punishment and Modern Society: A Study in Social Theory. Chicago: U of Chicago P, 1993. Hemingway, Ernest. A Farewell to Arms. London: Random House, 1929/2004. ––. in R. Chandler. The Simple Art of Murder. New York: Vintage Books, 1950/1988. Hitchens, P. A Brief History of Crime: The Decline of Order, Justice and Liberty in England. London: Atlantic Books, 2003. James, P.D. Talking About Detective Fiction. New York: Alfred A. Knopf, 2009. Knight, Stephen. Crime Fiction since 1800: Death, Detection, Diversity, 2nd ed. New York: Palgrave Macmillian, 2010. Knox, Ronald A. “Club Rules: The 10 Commandments for Detective Novelists, 1928.” Ronald Knox Society of North America. 1 Dec. 2013 ‹http://www.ronaldknoxsociety.com/detective.html›. Malmgren, C.D. “Anatomy of Murder: Mystery, Detective and Crime Fiction.” Journal of Popular Culture Spring (1997): 115–21. Maloney, Shane. The Murray Whelan Trilogy: Stiff, The Brush-Off and Nice Try. Melbourne: Text Publishing, 1994/2008. Marsh, Ngaio in J. Drayton. Ngaio Marsh: Her Life in Crime. Auckland: Harper Collins, 2008. Orwell, George. Nineteen Eighty-Four. London: Penguin Books, 1949/1989. Roland, Susan. From Agatha Christie to Ruth Rendell: British Women Writers in Detective and Crime Fiction. London: Palgrave, 2001. Rzepka, Charles J. Detective Fiction. Cambridge: Polity, 2005. Sayers, Dorothy L. “The Omnibus of Crime.” The Art of the Mystery Story: A Collection of Critical Essays. Ed. Howard Haycraft. New York: Simon & Schuster, 1928/1947. 71–109. Scaggs, John. Crime Fiction: The New Critical Idiom. London: Routledge, 2005. Sisterson, C. “Battle for the Marsh: Awards 2013.” Black Mask: Pulps, Noir and News of Same. 1 Jan. 2014 http://www.blackmask.com/category/awards-2013/ Sutherland, John. in A. Flood. “Could Miles Franklin turn the Booker Prize to Crime?” The Guardian. 1 Jan. 2014 ‹http://www.guardian.co.uk/books/2010/jun/25/miles-franklin-booker-prize-crime›. Van Dine, S.S. “Twenty Rules for Writing Detective Stories.” The Art of the Mystery Story: A Collection of Critical Essays. Ed. Howard Haycraft. New York: Simon & Schuster, 1928/1947. 189-93. Wilson, Edmund. “Who Cares Who Killed Roger Ackroyd.” The Art of the Mystery Story: A Collection of Critical Essays. Ed. Howard Haycraft. New York: Simon & Schuster, 1944/1947. 390–97. Wyatt, N. “Redefining RA: A RA Big Think.” Library Journal Online. 1 Jan. 2014 ‹http://lj.libraryjournal.com/2007/07/ljarchives/lj-series-redefining-ra-an-ra-big-think›. Zunshine, Lisa. Why We Read Fiction: Theory of Mind and the Novel. Columbus: Ohio State UP, 2006.

Introduction 2021 was the year that NFTs got big—not just in value but also in terms of the cultural consciousness. When digital artist Beeple sold the portfolio of his 5,000 daily images at Christie’s for US$69 million, the art world was left intrigued, confused, and outraged in equal measure. Depending on who you asked, non-fungible tokens (NFTs) seemed to be either a quick cash-grab or the future of the art market (Bowden and Jones; Smee). Following the Beeple sale, articles started to appear indicating that the film industry was abuzz for NFTs. Independent filmmaker Kevin Smith was quick to announce that he planned to release his horror film Killroy Was Here as an NFT (Alexander); in September 2021 the James Bond film No Time to Die also unveiled a series of collectibles to coincide with the film’s much-delayed theatrical release (Natalee); the distribution and collectible platforms Vuele, NFT Studios, and Mogul Productions all emerged, and the industry rumour mill suggests more start-ups are en route (CurrencyWorks; NFT Studios; NewsBTC). Blockchain disciples say that the technology will solve all the problems of the Internet (Tewari; Norton; European Business Review); critics say it will only perpetuate existing accessibility and equality issues (Davis and Flatow; Klein). Those more circumspect will doubtless sit back until the dust settles, waiting to see what parts of so-called web3 will be genuinely integrated into the architecture of the Internet. Pamela Hutchinson puts it neatly in terms of the arts sector: “the NFT may revolutionise the art market, film funding and distribution. Or it might be an ecological disaster and a financial bubble, in which few actual movies change hands, and fraudsters get rich from other people’s intellectual property” (Hutchinson). There is an uptick in the literature around NFTs and blockchain (see Quiniou; Gayvoronskaya & Meinel); however, the technology remains unregulated and unstandardised (Yeung 212-14; Dimitropoulos 112-13). Similarly, the sheer amount of funding being put into fundamental technical, data, and security-related issues speaks volumes to the nascency of the space (Ossinger; Livni; Gayvoronskaya & Meinel 52-6). Put very briefly, NFTs are part of a given blockchain system; think of them, like cryptocurrency coins, as “units of value” within that system (Roose). NFTs were initially rolled out on Ethereum, though several other blockchains have now implemented their own NFT frameworks. NFTs are usually not the artwork itself, but rather a unique, un-copyable (hence, non-fungible) piece of code that is attached, linked, or connected to another digital file, be that an image, video, text, or something else entirely. NFTs are often referred to as a digital artwork’s “certificate of authenticity” (Roose). At the time of writing, it remains to be seen how widely blockchain and NFT technology will be implemented across the entertainment industries. However, this article aims to outline the current state of implementation in the film trade specifically, and to attempt to sort true potential from the hype. Beginning with an overview of the core issues around blockchain and NFTs as they apply to film properties and adjacent products, current implementations of the technology are outlined, before finishing with a hesitant glimpse into the potential future applications. The Issues and Conversation At the core of current conversations around blockchain are three topics: intellectual property and ownership, concentrations of power and control, and environmental impact. To this I would like to add a consideration of social capital, which I begin with briefly here. Both the film industry and “crypto” — if we take the latter to encompass the various facets of so-called ‘web3’ — are engines of social capital. In the case of cinema, its products are commodified and passed through a model that begins with exclusivity (theatrical release) before progressing to mass availability (home media, streaming). The cinematic object, i.e., an individual copy of a film, is, by virtue of its origins as a mass product of the twentieth century, fungible. The film is captured, copied, stored, distributed, and shared. The film-industrial model has always relied on social phenomena, word of mouth, critical discourse, and latterly on buzz across digital social media platforms. This is perhaps as distinct from fine art, where — at least for dealers — the content of the piece does not necessarily matter so much as verification of ownership and provenance. Similarly, web3, with its decentralised and often-anonymised processes, relies on a kind of social activity, or at least a recorded interaction wherein the chain is stamped and each iteration is updated across the system. Even without the current hype, web3 still relies a great deal on discourse, sharing, and community, particularly as it flattens the existing hierarchies of the Internet that linger from Web 2.0. In terms of NFTs, blockchain systems attach scarcity and uniqueness to digital objects. For now, that scarcity and uniqueness is resulting in financial value, though as Jonathan Beller argues the notion of value could — or perhaps should — be reconsidered as blockchain technology, and especially cryptocurrencies, evolve (Beller 217). Regardless, NFT advocates maintain that this is the future of all online activity. To questions of copyright, the structures of blockchain do permit some level of certainty around where a given piece of intellectual property emerged. This is particularly useful where there are transnational differences in recognition of copyright law, such as in France, for instance (Quiniou 112-13). The Berne Convention stipulates that “the subsistence of copyright does not rest on the compliance with formal requirements: rights will exist if the work meets the requirements for protection set out by national law and treaties” (Guadamuz 1373). However, there are still no legal structures underpinning even the most transparent of transactions, when an originator goes out of their way to transfer rights to the buyer of the accompanying NFT. The minimum requirement — even courtesy — for the assignment of rights is the identification of the work itself; as Guadamuz notes, this is tricky for NFTs as they are written in code (1374). The blockchain’s openness and transparency are its key benefits, but until the code can explicitly include (or concretely and permanently reference) the ‘content’ of an NFT, its utility as a system of ownership is questionable. Decentralisation, too, is raised consistently as a key positive characteristic of blockchain technology. Despite the energy required for this decentralisation (addressed shortly), it is true that, at least in its base code, blockchain is a technology with no centralised source of truth or verification. Instead, such verification is performed by every node on the chain. On the surface, for the film industry, this might mean modes of financing, rights management, and distribution chains that are not beholden to multinational media conglomerates, streamers like Netflix, niche intermediaries, or legacy studios. The result here would be a flattening of the terrain: breaking down studio and corporate gatekeeping in favour of a more democratised creative landscape. Creators and creative teams would work peer-to-peer, paying, contracting, servicing, and distribution via the blockchain, with iron-clad, publicly accessible tracking of transactions and ownership. The alternative, though, is that the same imbalances persist, just in a different form: this is outlined in the next section. As Hunter Vaughan writes, the film industry’s environmental impact has long been under-examined. Its practices are diverse, distributed, and hard to quantify. Cinematic images, Vaughan writes, “do not come from nothing, and they do not vanish into the air: they have always been generated by the earth and sun, by fossil fuels and chemical reactions, and our enjoyment of them has material consequences” (3). We believe that by watching a “green” film like Avatar we are doing good, but it implicates us in the dirty secret, an issue of “ignorance and of voluntary psychosis” where “we do not see who we are harming or how these practices are affecting the environment, and we routinely agree to accept the virtual as real” (5). Beyond questions of implication and eco-material conceptualisation, however, there are stark facts. In the 1920s, the Kodak Park Plant in New York drew 12 million gallons of water from Lake Ontario each day to produce film stock. As the twentieth century came to a close, this amount — for a single film plant — had grown to 35-53 million gallons per day. The waste water was perfunctorily “cleaned” and then dumped into surrounding rivers (72-3). This was just one plant, and one part of the filmmaking process. With the shift to digital, this cost might now be calculated in the extraction of precious metals used to make contemporary cameras, computers, or storage devices. Regardless, extrapolate outwards to a global film industry and one quickly realises the impact is almost beyond comprehension. Considering — let alone calculating — the carbon footprint of blockchain requires outlining some fundamentals of the technology. The two primary architectures of blockchain are Proof of Work (PoW) and Proof of Stake (PoS), both of which denote methods of adding and verifying new blocks to a chain. PoW was the first model, employed by Bitcoin and the first iteration of Ethereum. In a PoW model, each new block has a specific cryptographic hash. To confirm the new block, crypto miners use their systems to generate a target hash that is less than or equal to that of the block. The systems process these calculations quickly, as the goal is to be “the first miner with the target hash because that miner is the one who can update the blockchain and receive crypto rewards” (Daly). The race for block confirmation necessitates huge amounts of processing power to make these quick calculations. The PoS model differs in that miners are replaced by validators (or staking services where participants pool validation power). Rather than investing in computer power, validators invest in the blockchain’s coins, staking those coins (tokens) in a smart contract (think of this contract like a bank account or vault). When a new block is proposed, an algorithm chooses a validator based on the size of their stake; if the block is verified, the validator receives further cryptocurrency as a reward (Castor). Given the ubiquity and exponential growth of blockchain technology and its users, an accurate quantification of its carbon footprint is difficult. For some precedent, though, one might consider the impact of the Bitcoin blockchain, which runs on a PoW model. As the New York Times so succinctly puts it: “the process of creating Bitcoin to spend or trade consumes around 91 terawatt-hours of electricity annually, more than is used by Finland, a nation of about 5.5 million” (Huang, O’Neill and Tabuchi). The current Ethereum system (at time of writing), where the majority of NFT transactions take place, also runs on PoW, and it is estimated that a single Ethereum transaction is equivalent to nearly nine days of power consumption by an average US household (Digiconomist). Ethereum always intended to operate on a PoS system, and the transition to this new model is currently underway (Castor). Proof of Stake transactions use significantly less energy — the new Ethereum will supposedly be approximately 2,000 times more energy efficient (Beekhuizen). However, newer systems such as Solana have been explicit about their efficiency goals, stating that a single Solana transaction uses less energy (1,837 Joules, to be precise) than keeping an LED light on for one hour (36,000 J); one Ethereum transaction, for comparison, uses over 692 million J (Solana). In addition to energy usage, however, there is also the question of e-waste as a result of mining and general blockchain operations which, at the time of writing, for Bitcoin sits at around 32 kilotons per year, around the same as the consumer IT wastage of the Netherlands (de Vries and Stoll). How the growth in NFT awareness and adoption amplifies this impact remains to be seen, but depending on which blockchain they use, they may be wasting energy and resources by design. If using a PoW model, the more valuable the cryptocurrency used to make the purchase, the more energy (“gas”) required to authenticate the purchase across the chain. Images abound online of jerry-rigged crypto data centres of varying quality (see also efficiency and safety). With each NFT minted, sold, or traded, these centres draw — and thus waste, for gas — more and more energy. With increased public attention and scrutiny, cryptocurrencies are slowly realising that things could be better. As sustainable alternatives become more desirable and mainstream, it is safe to predict that many NFT marketplaces may migrate to Cardano, Solana, or other more efficient blockchain bases. For now, though, this article considers the existing implementations of NFTs and blockchain technology within the film industry. Current Implementations The current applications of NFTs in film centre around financing and distribution. In terms of the former, NFTs are saleable items that can raise capital for production, distribution, or marketing. As previously mentioned, director Kevin Smith launched Jay & Silent Bob’s Crypto Studio in order to finish and release Killroy Was Here. Smith released over 600 limited edition tokens, including one of the film itself (Moore). In October 2021, renowned Hong Kong director Wong Kar-wai sold an NFT with unreleased footage from his film In the Mood for Love at Sotheby’s for US$550,000 (Raybaud). Quentin Tarantino entered the arena in January 2022, auctioning uncut scenes from his 1994 film Pulp Fiction, despite the threat of legal action from the film’s original distributor Miramax (Dailey). In Australia, an early adopter of the technology is director Michael Beets, who works in virtual production and immersive experiences. His immersive 14-minute VR film Nezunoban (2020) was split into seven different chapters, and each chapter was sold as an NFT. Beets also works with artists to develop entry tickets that are their own piece of generative art; with these tickets and the chapters selling for hundreds of dollars at a time, Beets seems to have achieved the impossible: turning a profit on a short film (Fletcher). Another Australian writer-producer, Samuel Wilson, now based in Canada, suggests that the technology does encourage filmmakers to think differently about what they create: At the moment, I’m making NFTs from extra footage of my feature film Miles Away, which will be released early next year. In one way, it’s like a new age of behind-the-scenes/bonus features. I have 14 hours of DV tapes that I’m cutting into a short film which I will then sell in chapters over the coming months. One chapter will feature the dashing KJ Apa (Songbird, Riverdale) without his shirt on. So, hopefully that can turn some heads. (Wilson, in Fletcher) In addition to individual directors, a number of startup companies are also seeking to get in on the action. One of these is Vuele, which is best understood as a blockchain-based streaming service: an NFT Netflix, if you like. In addition to films themselves, the service will offer extra content as NFTs, including “behind the scenes content, bonus features, exclusive Q&As, and memorabilia” (CurrencyWorks). Vuele’s launch title is Zero Contact, directed by Rick Dugdale and starring Anthony Hopkins. The film is marketed as “the World’s First NFT Feature Film” (as at the time of writing, though, both Vuele and its flagship film have yet to launch). Also launching is NFT Studios, a blockchain-based production company that distributes the executive producer role to those buying into the project. NFT Studios is a decentralised administrative organisation (DAO), guided by tech experts, producers, and film industry intermediaries. NFT Studios is launching with A Wing and a Prayer, a biopic of aeronaut Brian Milton (NFT Studios), and will announce their full slate across festivals in 2022. In Australia, Culture Vault states that its aim is to demystify crypto and champion Australian artists’ rights and access to the space. Co-founder and CEO Michelle Grey is well aware of the aforementioned current social capital of NFTs, but is also acutely aware of the space’s opacity and the ubiquity of often machine-generated tat. “The early NFT space was in its infancy, there was a lot of crap around, but don’t forget there’s a lot of garbage in the traditional art world too,” she says (cited in Miller). Grey and her company effectively act like art dealers; intermediaries between the tech and art worlds. These new companies claim to be adhering to the principles of web3, often selling themselves as collectives, DAOs, or distributed administrative systems. But the entrenched tendencies of the film industry — particularly the persistent Hollywood system — are not so easily broken down. Vuele is a joint venture between CurrencyWorks and Enderby Entertainment. The former is a financial technology company setting up blockchain systems for businesses, including the establishment of branded digital currencies such as the controversial FreedomCoin (Memoria); the latter, Enderby, is a production company founded by Canadian film producer (and former investor relations expert in the oil and uranium sectors) Rick Dugdale (Wiesner). Similarly, NFT Studios is partnered with consulting and marketing agencies and blockchain venture capitalists (NFT Investments PLC). Depending on how charitable or cynical one is feeling, these start-ups are either helpful intermediaries to facilitate legacy media moving into NFT technology, or the first bricks in the capitalist wall to bar access for entry to other players. The Future Is… Buffering Marketplaces like Mintable, OpenSea, and Rarible do indeed make the minting and selling of NFTs fairly straightforward — if you’ve ever listed an item for sale on eBay or Facebook, you can probably mint an NFT. Despite this, the current major barrier for average punters to the NFT space remains technical knowledge. The principles of blockchain remain fairly opaque — even this author, who has been on a deep dive for this article, remains sceptical that widespread adoption across multiple applications and industries is feasible. Even so, as Rennie notes, “the unknown is not what blockchain technology is, or even what it is for (there are countless ‘use cases’), but how it structures the actions of those who use it” (235). At the time of writing, a great many commentators and a small handful of scholars are speculating about the role of the metaverse in the creative space. If the endgame of the metaverse is realised, i.e., a virtual, interactive space where users can interact, trade, and consume entertainment, the role of creators, dealers, distributors, and other brokers and players will be up-ended, and have to re-settle once again. Film industry practitioners might look to the games space to see what the road might look like, but then again, in an industry that is — at its best — somewhat resistant to change, this may simply be a fad that blows over. Blockchain’s current employment as a get-rich-quick mechanism for the algorithmic literati and as a computational extension of existing power structures suggests nothing more than another techno-bubble primed to burst (Patrickson 591-2; Klein). Despite the aspirational commentary surrounding distributed administrative systems and organisations, the current implementations are restricted, for now, to startups like NFT Studios. In terms of cinema, it does remain to be seen whether the deployment of NFTs will move beyond a kind of “Netflix with tchotchkes” model, or a variant of crowdfunding with perks. Once Vuele and NFT Studios launch properly, we may have a sense of how this all will play out, particularly alongside less corporate-driven, more artistically-minded initiatives like that of Michael Beets and Culture Vault. It is possible, too, that blockchain technology may streamline the mechanics of the industry in terms of automating or simplifying parts of the production process, particularly around contracts, financing, licensing. This would obviously remove some of the associated labour and fees, but would also de-couple long-established parts and personnel of the industry — would Hollywood and similar industrial-entertainment complexes let this happen? As with any of the many revolutions that have threatened to kill or resurrect the (allegedly) long-suffering cinematic object, we just have to wait, and watch. References Alexander, Bryan. “Kevin Smith Reveals Why He’s Auctioning Off New His Film ‘Killroy Was Here’ as an NFT.” USA TODAY, 15 Apr. 2021. <https://www.usatoday.com/story/entertainment/movies/2021/04/15/kevin-smith-auctioning-new-film-nft-killroy-here/7244602002/>. Beekhuizen, Carl. “Ethereum’s Energy Usage Will Soon Decrease by ~99.95%.” Ethereum Foundation Blog, 18 May 2021. <https://blog.ethereum.org/2021/05/18/country-power-no-more/>. Beller, Jonathan. “Economic Media: Crypto and the Myth of Total Liquidity.” Australian Humanities Review 66 (2020): 215-225. Beller, Jonathan. The Cinematic Mode of Production: Attention Economy and the Society of the Spectacle. Hanover, NH: Dartmouth College P, 2006. 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European Business Review. “Future of Blockchain: How Will It Revolutionize the World in 2022 & Beyond!” The European Business Review, 1 Nov. 2021. <https://www.europeanbusinessreview.com/future-of-blockchain-how-will-it-revolutionize-the-world-in-2022-beyond/>. Fletcher, James. “How I Learned to Stop Worrying and Love the NFT!” FilmInk, 2 Oct. 2021. <https://www.filmink.com.au/how-i-learned-to-stop-worrying-and-love-the-nft/>. Gayvoronskaya, Tatiana, and Christoph Meinel. Blockchain: Hype or Innovation. Cham: Springer. Guadamuz, Andres. “The Treachery of Images: Non-Fungible Tokens and Copyright.” Journal of Intellectual Property Law & Practice 16.12 (2021): 1367–1385. Huang, Jon, Claire O’Neill, and Hiroko Tabuchi. “Bitcoin Uses More Electricity than Many Countries. How Is That Possible?” The New York Times, 3 Sep. 2021. <http://www.nytimes.com/interactive/2021/09/03/climate/bitcoin-carbon-footprint-electricity.html>. Hutchinson, Pamela. “Believe the Hype? What NFTs Mean for Film.” BFI, 22 July 2021. <https://www.bfi.org.uk/sight-and-sound/features/nfts-non-fungible-tokens-blockchain-film-funding-revolution-hype>. Klein, Ezra. “A Viral Case against Crypto, Explored.” The Ezra Klein Show, n.d. 7 Apr. 2022 <https://www.nytimes.com/2022/04/05/opinion/ezra-klein-podcast-dan-olson.html>. Livni, Ephrat. “Venture Capital Funding for Crypto Companies Is Surging.” The New York Times, 1 Dec. 2021. <https://www.nytimes.com/2021/12/01/business/dealbook/crypto-venture-capital.html>. Memoria, Francisco. “Popular Firearms Marketplace GunBroker to Launch ‘FreedomCoin’ Stablecoin.” CryptoGlobe, 30 Jan. 2019. <https://www.cryptoglobe.com/latest/2019/01/popular-firearm-marketplace-gunbroker-to-launch-freedomcoin-stablecoin/>. 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Critique of Ability In July 2008, we could be on the eve of an enormously important shift in disability in Australia. One sign of change is the entry into force on 3 May 2008 of the United Nations convention on the Rights of Persons with Disabilities, which will now be adopted by the Rudd Labor government. Through this, and other proposed measures, the Rudd government has indicated its desire for a seachange in the area of disability. Bill Shorten MP, the new Parliamentary Secretary for Disabilities and Children’s Services has been at pains to underline his commitment to a rights-based approach to disability. In this inaugural speech to Parliament, Senator Shorten declared: I believe the challenge for government is not to fit people with disabilities around programs but for programs to fit the lives, needs and ambitions of people with disabilities. The challenge for all of us is to abolish once and for all the second-class status that too often accompanies Australians living with disabilities. (Shorten, “Address in reply”; see also Shorten, ”Speaking up”) Yet if we listen to the voices of people with disability, we face fundamental issues of justice, democracy, equality and how we understand the deepest aspects of ourselves and our community. This is a situation that remains dire and palpably unjust, as many people with disabilities have attested. Elsewhere I have argued (Goggin and Newell) that disability constitutes a systemic form of exclusion and othering tantamount to a “social apartheid” . While there have been improvements and small gains since then, the system that reigns in Australia is still fundamentally oppressive. Nonetheless, I would suggest that through the rise of the many stranded movements of disability, the demographic, economic and social changes concerning impairment, we are seeing significant changes in how we understand impairment and ability (Barnes, Oliver and Barton; Goggin and Newell, Disability in Australia; Snyder, Brueggemann, and Garland-Thomson; Shakespeare; Stiker). There is now considerable, if still incomplete, recognition of disability as a category that is constituted through social, cultural, and political logics, as well as through complex facets of impairment, bodies (Corker and Shakespeare), experiences, discourses (Fulcher), and modes of materiality and subjectivity (Butler), identity and government (Tremain). Also there is growing awareness of the imbrication of disability and other categories such as sex and gender (Fine and Asch; Thomas), race, age, culture, class and distribution of wealth (Carrier; Cole; Davis, Bending over Backwards, and Enforcing Normalcy; Oliver; Rosenblum and Travis), ecology and war (Bourke; Gerber; Muir). There are rich and wide-ranging debates that offer fundamental challenges to the suffocating grip of the dominant biomedical model of disability (that conceives disability as individual deficit — for early critiques see: Borsay; Walker), as well as the still influential and important (if at times limiting) social model of disability (Oliver; Barnes and Mercer; Shakespeare). All in all,there have been many efforts to transform the social and political relations of disability. If disability has been subject to considerable examination, there has not yet been an extended, concomitant critique of ability. Nor have we witnessed a thoroughgoing recognition of unmarked, yet powerful operations of ability in our lives and thought, and the potential implications of challenging these. Certainly there have been important attempts to reframe the relationship between “ability” and “disability” (for example, see Jones and Mark). And we are all familiar with the mocking response to some neologisms that seek to capture this, such as the awkward yet pointed “differently-abled.” Despite such efforts we lack still a profound critique of ability, an exploration of “able”, the topic that this special issue invites us to consider. If we think of the impact and significance of “whiteness”, as a way to open up space for how to critically think about and change concepts of race; or of “masculinity” as a project for thinking about gender and sexuality — we can see that this interrogation of the unmarked category of “able” and “ability” is much needed (for one such attempt, see White). In this paper I would like to make a small contribution to such a critique of ability, by considering what the concept of innovation and its contemporary rhetorics have to offer for reframing disability. Innovation is an important discourse in contemporary life. It offers interesting possibilities for rethinking ability — and indeed disability. And it is this relatively unexplored prospect that this paper seeks to explore. Beyond Access, Equity & Diversity In this scene of disability, there is attention being given to making long over-due reforms. Yet the framing of many of these reforms, such as the strengthening of national and international legal frameworks, for instance, also carry with them considerable problems. Disability is too often still seen as something in need of remediation, or special treatment. Access, equity, and anti-discrimination frameworks offer important resources for challenging this “special” treatment, so too do the diversity approaches which have supplemented or supplanted them (Goggin and Newell, “Diversity as if Disability Mattered”). In what new ways can we approach disability and policies relevant to it? In a surprisingly wide range of areas, innovation has featured as a new, cross-sectoral approach. Innovation has been a long-standing topic in science, technology and economics. However, its emergence as master-theme comes from its ability to straddle and yoke together previously diverse fields. Current discussions of innovation bring together and extend work on the information society, the knowledge economy, and the relationships between science and technology. We are now familiar for instance with arguments about how digital networked information and communications technologies and their consumption are creating new forms of innovation (Benkler; McPherson; Passiante, Elia, and Massari). Innovation discourse has extended to many other unfamiliar realms too, notably the area of social and community development, where a new concept of social innovation is now proposed (Mulgan), often aligned with new ideas of social entrepreneurship that go beyond earlier accounts of corporate social responsibility. We can see the importance of innovation in the ‘creative industries’ discourses and initiatives which have emerged since the 1990s. Here previously distinct endeavours of arts and culture have become reframed in a way that puts their central achievement of creativity to the fore, and recognises its importance across all sorts of service and manufacturing industries, in particular. More recently, theorists of creative industries, such as Cunningham, have begun to talk about “social network markets,” as a way to understand the new hybrid of creativity, innovation, digital technology, and new economic logics now being constituted (Cunningham and Potts). Innovation is being regarded as a cardinal priority for societies and their governments. Accordingly, the Australian government has commissioned a Review of The National Innovation System, led by Dr Terry Cutler, due to report in the second half of 2008. The Cutler review is especially focussed upon gaps and weaknesses in the Australian innovation system. Disability has the potential to figure very strongly in this innovation talk, however there has been little discussion of disability in the innovation discourse to date. The significance of disability in relation to innovation was touched upon some years ago, in a report on Disablism from the UK Demos Foundation (Miller, Parker and Gillinson). In a chapter entitled “The engine of difference: disability, innovation and creativity,” the authors discuss the area of inclusive design, and make the argument for the “involvement of disabled people to create a stronger model of user design”:Disabled people represented a market of 8.6 million customers at the last count and their experiences aren’t yet feeding through into processes of innovation. But the role of disabled people as innovators can and should be more active; we should include disabled people in the design process because they are good at it. (57) There are two reasons given for this expertise of disabled people in design. Firstly, “disabled people are often outstanding problem solvers because they have to be … life for disabled people at the moment is a series of challenges to be overcome” (57). Secondly, “innovative ideas are more likely to come from those who have a new or different angle on old problems” (57). The paradox in this argument is that as life becomes more equitable for people with disabilities, then these ‘advantages’ should disappear” (58). Accordingly, Miller et al. make a qualified argument, namely that “greater participation of disabled people in innovation in the short term may just be the necessary trigger for creating an altogether different, and better, system of innovation for everyone in the future” (58). The Demos Disablism report was written at a time when rhetorics of innovation were just beginning to become more generalized and mainstream. This was also at a time in the UK, when there was hope that new critical approaches to disability would see it become embraced as a part of the diverse society that Blair’s New Labor Britain had been indicating. The argument Disablism offers about disability and innovation is in some ways a more formalized version of vernacular theory (McLaughlin, 1996). In the disability movement we often hear, with good reason, that people with disability, by dint of their experience and knowledge are well positioned to develop and offer particular kinds of expertise. However, Miller et al. also gesture towards a more generalized account of disability and innovation, one that would intersect with the emerging frameworks around innovation. It is this possibility that I wish to take up and briefly explore here. I want to consider the prospects for a fully-fledged encounter between disability and innovation. I would like to have a better sense of whether this is worth pursuing, and what it would add to our understanding of both disability and innovation? Would the disability perspective be integrated as a long-term part of our systems of innovation rather than, as Miller et al. imply, deployed temporarily to develop better innovation systems? What pitfalls might be bound up with, or indeed be the conditions of, such a union between disability and innovation? The All-Too-Able User A leading area where disability figures profoundly in innovation is in the field of technology — especially digital technology. There is now a considerable literature and body of practice on disability and digital technology (Annable, Goggin, and Stienstra; Goggin and Newell, Digital Disability; National Council on Disability), however for my purposes here I would like to focus upon the user, the abilities ascribed to various kinds of users, and the user with disability in particular. Digital technologies are replete with challenges and opportunities; they are multi-layered, multi-media, and global in their manifestation and function. In Australia, Britain, Canada, the US, and Europe, there have been some significant digital technology initiatives which have resulted in improved accessibility for many users and populations (Annable, Goggin, and Stienstra; National Council on Disability) . There are a range of examples of ways in which users with disability are intervening and making a difference in design. There is also a substantial body of literature that clarifies why we need to include the perspective of the disabled if we are to be truly innovative in our design practices (Annable, Goggin and Stienstra; Goggin and Newell, “Disability, Identity and Interdependence”). I want to propose, however, that there is merit in going beyond recognition of the role of people with disability in technology design (vital and overlooked as it remains), to consider how disability can enrich contemporary discourses on innovation. There is a very desirable cross-over to be promoted between the emphasis on the user-as-expert in the sphere of disability and technology, and on the integral role of disability groups in the design process, on the one hand, and the rise of the user in digital culture generally, on the other. Surprisingly, such connections are nowhere near as widespread and systematic as they should be. It may be that contemporary debates about the user, and about the user as co-creator, or producer, of technology (Haddon et al.; von Hippel) actually reinstate particular notions of ability, and the able user, understood with reference to notions of disability. The current emphasis on the productive user, based as it is on changing understandings of ability and disability, provides rich material for critical revision of the field and those assumptions surrounding ability. It opens up possibilities for engaging more fully with disability and incorporating disability into the new forms and relations of digital technology that celebrate the user (Goggin and Newell, Digital Disability). While a more detailed consideration of these possibilities require more time than this essay allows, let us consider for a moment the idea of a genuine encounter between the activated user springing from the disability movement, and the much feted user in contemporary digital culture and theories of innovation. People with disability are using these technologies in innovative ways, so have much to contribute to wider discussions of digital technology (Annable, Goggin and Stienstra). The Innovation Turn Innovation policy, the argument goes, is important because it stands to increase productivity, which in turn leads to greater international competitiveness and economic benefit. Especially with the emergence of capitalism (Gleeson), productivity has strong links to particular notions of which types of production and produce are valued. Productivity is also strongly conditioned by how we understand ability and, last in a long chain of strong associations, how we as a society understand and value those kinds of people and bodies believed to contain and exercise the ordained and rewarded types of ability, produce, and productivity. Disability is often seen as antithetical to productivity (a revealing text on the contradictions of disability and productivity is the 2004 Productivity Commission Review of the Disability Discrimination Act). When we think about the history of disability, we quickly realize that productivity, and by extension, innovation, are strongly ideological. Ideological, that is, in the sense that these fields of human endeavour and our understanding of them are shaped by power relations, and are built upon implicit ‘ableist’ assumptions about productivity. In this case, the power relations of disability go right to the heart of the matter, highlighting who and what are perceived to be of value, contributing economically and in other ways to society, and who and what are considered as liabilities, as less valued and uneconomical. A stark recent example of this is the Howard government workplace and welfare reforms, which further disenfranchised, controlled, and impoverished people with disability. If we need to rethink our ideas of productivity and ability in the light of new notions of disability, then so too do we need to rethink our ideas about innovation and disability. Here the new discourses of innovation may actually be useful, but also contain limited formulations and assumptions about ability and disability that need to be challenged. The existing problems of a fresh approach to disability and innovation can be clearly observed in the touchstones of national science and technology “success.” Beyond One-Sided Innovation Disability does actually feature quite prominently in the annals of innovation. Take, for instance, the celebrated case of the so-called “bionic ear” (or cochlear implant) hailed as one of Australia’s great scientific inventions of the past few decades. This is something we can find on display in the Powerhouse Museum of Technology and Design, in Sydney. Yet the politics of the cochlear implant are highly controversial, not least as it is seen by many (for instance, large parts of the Deaf community) as not involving people with disabilities, nor being informed by their desires (Campbell, also see “Social and Ethical Aspects of Cochlear Implants”). A key problem with the cochlear implant and many other technologies is that they are premised on the abolition or overcoming of disability — rather than being shaped as technology that acknowledges and is informed by disabled users in their diverse guises. The failure to learn the lessons of the cochlear implant for disability and innovation can be seen in the fact that we are being urged now to band together to support the design of a “bionic eye” by the year 2020, as a mark of distinction of achieving a great nation (2020 Summit Initial Report). Again, there is no doubting the innovation and achievement in these artefacts and their technological systems. But their development has been marked by a distinct lack of consultation and engagement with people with disabilities; or rather the involvement has been limited to a framework that positions them as passive users of technology, rather than as “producer/users”. Further, what notions of disability and ability are inscribed in these technological systems, and what do they represent and symbolize in the wider political and social field? Unfortunately, such technologies have the effect of reproducing an ableist framework, “enforcing normalcy” (Davis), rather than building in, creating and contributing to new modes of living, which embrace difference and diversity. I would argue that this represents a one-sided logic of innovation. A two-sided logic of innovation, indeed what we might call a double helix (at least) of innovation would be the sustained, genuine interaction between different users, different notions of ability, disability and impairment, and the processes of design. If such a two-sided (or indeed many-sided logic) is to emerge there is good reason to think it could more easily do so in the field of digital cultures and technologies, than say, biotechnology. The reason for this is the emphasis in digital communication technologies on decentralized, participatory, user-determined governance and design, coming from many sources. Certainly this productive, democratic, participatory conception of the user is prevalent in Internet cultures. Innovation here is being reshaped to harness the contribution and knowledge of users, and could easily be extended to embrace pioneering efforts in disability. Innovating with Disability In this paper I have tried to indicate why it is productive for discourses of innovation to consider disability; the relationship between disability and innovation is rich and complex, deserving careful elaboration and interrogation. In suggesting this, I am aware that there are also fundamental problems that innovation raises in its new policy forms. There are the issues of what is at stake when the state is redefining its traditional obligations towards citizens through innovation frameworks and discourses. And there is the troubling question of whether particular forms of activity are normatively judged to be innovative — whereas other less valued forms are not seen as innovative. By way of conclusion, however, I would note that there are now quite basic, and increasingly accepted ways, to embed innovation in design frameworks, and while they certainly have been adopted in the disability and technology area, there is much greater scope for this. However, a few things do need to change before this potential for disability to enrich innovation is adequately realized. Firstly, we need further research and theorization to clarify the contribution of disability to innovation, work that should be undertaken and directed by people with disability themselves. Secondly, there is a lack of resources for supporting disability and technology organisations, and the development of training and expertise in this area (especially to provide viable career paths for experts with disability to enter the field and sustain their work). If this is addressed, the economic benefits stand to be considerable, not to mention the implications for innovation and productivity. Thirdly, we need to think about how we can intensify existing systems of participatory design, or, better still, introduce new user-driven approaches into strategically important places in the design processes of ICTs (and indeed in the national innovation system). Finally, there is an opportunity for new approaches to governance in ICTs at a general level, informed by disability. New modes of organising, networking, and governance associated with digital technology have attracted much attention, also featuring recently in the Australia 2020 Summit. Less well recognised are new ideas about governance that come from the disability community, such as the work of Queensland Advocacy Incorporated, Rhonda Galbally’s Our Community, disability theorists such as Christopher Newell (Newell), or the Canadian DIS-IT alliance (see, for instance, Stienstra). The combination of new ideas in governance from digital culture, new ideas from the disability movement and disability studies, and new approaches to innovation could be a very powerful cocktail indeed.Dedication This paper is dedicated to my beloved friend and collaborator, Professor Christopher Newell AM (1964-2008), whose extraordinary legacy will inspire us all to continue exploring and questioning the idea of able. 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