Artículos de revistas sobre el tema "Pelican (Firm)"

Seperti halnya film animasi jepang atau bisa juga di sebut dengan film anime yang kini mulai banyak digemari oleh semua kalangan tanpa pandang umur, status dan profesi. Pada film anime jepang ini memiliki memiliki beberapa genre dari action, comedy, drama, romance, adventure dll, bisa diakses seperti pada media online seperti website yang menyajikan macam-macam genre anime salah satunya adalah myanimelist.net pada web ini memiliki 14.000 film anime berbagi genre. Salah satu cara untuk meningkatkan daya tarik film anime adalah dengan pemanfaatan data pelihan genre yang sering di tonton oleh para penikmat film anime. Dengan data tersebut kita busa menganalisa tipe genre apa yang paling banyak di tonton, serta kecenderungan pemilihan tipe genre alternatif yang disukai oleh para penikmat film anime. Sehingga dengan data-data tersebut pihak creator bisa menentukan strategi untuk realese tipe genre yang akan dibuat berikutnya. algoritma apriori bagus untuk digunakan untuk pembentukan itemset, pencarian pola dan lain sebagainya. Maka dari itu pada penelitian kali ini Algoritma apriori digunakan untuk menentukan pola pemililihan tipe genre pada Film Anime Jepang.

Financial performance is a description of the temptation or success of the company's program implementation in realizing the company's vision and mission. This study aims to examine the effect of performance on the company's financial value at PT. Andhika's lamp. This study used three stages of data analysis, namely descriptive statistical analysis, classical assumption test, and multiple linear regression analysis with a significance level of 5%. The results of this study prove that the variables of liquidity and profitability have a significant effect on firm value. While the solvency variable has no significant effect on firm value.

The note is about the place of Joan Neuberger’s monograph among books on Eisenstein’s Ivan the Terrible, and, more broadly, among writings on period films, be they by film historians or by historians proper. The book is a triple portrayal — of Eisenstein, his Ivan, and, indirectly, of Stalin, whose favorite pastime was to use historical novels, plays, and films on Russia’s historic tyrants as one might a vanity mirror. The virtue of Neuberger’s approach is that, rather than judge or define, she successfully captures the ambiguity of each of her three protagonists. It is as much an analysis of the movie as an ambivalent mirror as it is of the person that holds it and of the one who expects to see in it a flattering reflection of himself — to no avail. Instead of assuming a bird’s eye point of view on the Soviet film-land, Neuberger nose-dove into it like a kid-loving pelican, picked one film and brought it to us in a big beak of a book. That is not to portray Joan Neuberger as a shape-shifter, a historian-turned-film-scholar. Yes, film scholars do write book-length studies on a single movie while political historians rarely do, but the choice of this specific format does not turn Neuberger into a film scholar. There is a lot of superb film scholarship to be found here, but the stunt that makes Neuberger’s scholarship unique is that, for all its film-scholarship lenses, it remains a historical study par excellence.

Relevance. The annual increase in the area under the eggplant culture in small farms and the individual sector is explained by high nutritional, dietary, taste, and also the multi-purpose use of fruits. For optimal growth and development, eggplant needs a high amount of active temperature, which greatly limits the cultivation of crops in many regions of Russia. However, the egg-plant growing area is expanded through the use of industrial and film unheated greenhouses. The development of technology elements for growing eggplant in film greenhouses is relevant, as it contributes to an increase in the area of farms.Materials and methods. The aim of the research was to substantiate the elements of the technology for growing eggplant in film unheated soil greenhouses. The studies were carried out in 2018-2019 at the base of the Educational and Scientific Production Center “Vegetable Experimental Station named after IN AND. Edelstein» RGAU-Moscow Agricultural Academy named after K.A. Timiryazev in the summer-autumn turnover in a film unheated soil greenhouse. The objects of research were varieties and F1 eggplant hybrids: F1 Borovichok, F1 Bagira, F1 Tender, F1 Patio Trio, as a control they used a hybrid F1 Pelican; eggplant varieties: Mushroom pleasure, Black handsome, Don Quixote, they used the Frant variety as a control.Results. In general, based on the results of studying the influence of the formation of two and three stalked eggplant varieties and hybrids on the total yield in the conditions of summer-autumn turnover in film soil greenhouses, we recommend that all studied hybrids and varieties be grown in three shoots.

Quite by chance after this lecture had been written I saw at first hand part of the fire-fighting operation in the Tanneron in the South of France using flying-boats. This provided an excellent point from which to begin.On 23rd August 1986 a vast fire was started deliberately, it was alleged, in the valley of the River Siagne, between Grasse and Mandelieu. There was a strong mistral blowing at the time. It was brought under control two days later with the aid of a small force of around nine ‘Pelicans’:Canadair CL-215flying-boats (Plate 1). Each aeroplane can scoop up over 5000 litres (more than five tons) of water, in 10 seconds while planing at 70 knots (Plate 2). At times three aircraft would land in loose formation to do so. In the end the fire, said to be the worst since 1706, was reported to have destroyed 10 000 hectares (say 25 000 acres) of farm, forest and homes. Four people died, 700 suffered from burns and asphyxia, 8000 were left homeless.

<em>Penelitian ini berfokus pada wacana resistensi perempuan Batak yang direpresentasikan oleh film Demi Ucok ditengah dominasi kaum laki-laki yang mengukuhkan sistem patrilineal budaya Batak. Penelitian ini menggunakan analisis wacana berperspektif kritis milik Fairclough yang meliputi teks, discourse practice (pelibat teks) dan sociocultural practic. Peneliti mengaitkan penelitian dengan wacana-wacana seperti: kekuasaan (power), konsep mayoritas dan minoritas, stereotipe hingga identitas etnis termasuk sikap etnosentrisme etnis Batak. Peneliti menggunakan salah satu teori dari semiotika Charles Sanders Peirce yang menggunakan ikon, simbol dan indeks dari sebuah film Demi Ucok serta menganalisis dari konsep perbedaan ideologi tersebut.</em>

Masalah lingkungan kini kian bertambah diakibatkan kurangnya tanggung jawab perusahaan dalam mengelola dampak dari aktivitas operasinya. Merebaknya masalah lingkungan ini menjadikan kepedulian masyarakat pada lingkungan menjadi meningkat. Oleh karena itu, pemerintah menggelar penghargaan Green Industry setiap tahunnya untuk mendorong para pelaku bisnis untuk menerapkan konsep Green Economy yang dijadikan solusi dalam mengatasi masalah lingkungan. Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh Green Accounting dan Economy Value Added secara parsial dan simultan terhadap nilai perusahaan. Jenis penelitian ini adalah kuantitatif dengan pendekatan deskriptif. Data yang digunakan adalah annual report yang diperoleh dari laman resmi Bursa Efek Indonesia yaitu www.idx.co.id dan website resmi masing-masing perusahaan sektor pertambangan tahun 2018-2022. Teknik pengambilan sampel menggunakan purposive sampling sehingga didapat 75 sampel yang diperoleh dari 15 perusahaan sektor pertambangan. Teknik pengujian data menggunakan analisis statistik deskriptif, uji asumsi klasik, regresi linier berganda, koefisien korelasi, koefisien determinasi dan uji hipotesis. Pelitian menunjukkan bahwa green accounting dan economy value added secara parsial berpengaruh terhadap nilai perusahaan. Sementara green accounting dan economy value added secara simultan berpengaruh terhadap nilai perusahaan.

Pemahaman tentang kodrat dan gender dalam masyarakat masih bias, yaitu terjadinyapencampuradukan dua istilah tersebut. Hal demikian berakibat pada ketidakadilan bagi kaumperempuan dan sulit untuk bisa setara dengan kaum laki- laki. Fenomena tersebut kemudiandiangkat dalam sebuah film berjudul 7 Hati 7 Cinta 7 Wanita (777). Film ini mencoba menyampaikan gambaran tentang fenomena tentang kondisi perempuan dalam masyarakat.Kekerasan dalam rumah tangga/ istri (KDRT/I), kasus prostitusi, hamil diluar nikah, dan praktekpoligami adalah sebagian besar realita yang coba diungkap dalam film ini. Kajian tentang mediaterutama film menjadi menarik, ketika film berusaha memberikan sebuah gambaran realita sosialyang terjadi di masyarakat, salah satunya tentang kondisi perempuan. Hal tersebutlah yang membuat peneliti tertarik untuk meneliti bagaimana realita sosial kekerasan terhadap perempuandi representasikan dalam film 777. Penelitian ini menggunakan metode penelitian diskriptifkualitatif dan analisis Semiotika Sosial M. A. K. Halliday. Peneliti berusaha melihat bagaimana realitas sosial kekerasan terhadap perempuan dalam film dilihat dari segi teks verbal dannon-verbal, konteks situasi dan konteks budaya. Pengumpulan data dilakukan dengan caraobservasi partisipan, wawancara langsung pada informan, dan pengumpulan dokumentasi sertaberbagai sumber data yang mendukung pada objek penelitian. Hasil penelitian menunjukan bahwa realitas sosial kekerasan terhadap perempuan dalam film 777 tergambar secara teksvisual melalui tiga aspek, yaitu medan wacana, pelibat wacana, sarana/modus wacana yangsecara keseluruhan menggambarkan realitas tidak hanya secara fiksi, namun didasarkan jugapada pengalaman pribadi dan riset pelaku produksi film 777 sendiri.Kata Kunci : Realitas Sosial, Kekerasan Terhadap Perempuan, Film, 7 Hati 7 Cinta 7 Wanita

<p>Abu batu bara terdiri dari partikel-partikel halus, gradasi dan kehalusan abu batu bara dapat memenuhi persyaratan gradasi untuk mineral filler. Penggunaa filler pada campuran aspal beton adalah untuk mengisi rongga dalam campuran, untuk mengikatkan daya ikat aspal beton, dapat meningkatkan stabilitas dari campuran aspal beton. Tujuannya dari penelitian ini adalah untuk mengetahui perubahan nilai Parameter Marshall akibat pengaruh penggunaan abu batu bara sebagai pengganti filler dengan beberapa variasi campuran. Metode penelitian menggunakan Metode Marshall dengan rujukan Spesifikasi Bina Marga tahun 2010 Revisi 2. Hasil penelitian didapat nilai Flow pada campuran aspal mengalami peningkatan pada kadar 25% abu batu bara nilai sebesar 3,30 mm dan kemudian meningkat sebesar 0,91% menjadi 3,33 mm pada kadar 50% abu batu bara, kemudian terus meningkat seiring bertambahnya kadar abu batu bara seiring bertambahnya kadar abu batu bara dalam camputran,hal ini disebabkan nilai VIM dapat menerima kadar abu batu bara bertambah dan rongga dalam campuran bertambah licin.Sedangkan nilai stabilitas pada campuran aspal mengalami penurunan dimulai pada kadar 25% abu batu bara nilai stabilitas sebesar 1431 kg kemudian menurun sebesar 70,79% pada kadar 50% abu batu bara sebesar 1418 kg nilai stabilitas mengalami penurunan seiring bertambahnya kadar abu batu bara dalam campuran. Hal ini disebabkan oleh menurunnya penggunaan butiran abu batu yang mengakibatkan film aspal menjadi tebal, sehingga fungsi aspal sebagai pengikat berubah menjadi pelicin dan akan menurunya nilai stabilitas. </p><p> </p>

Suositun Valtaistuinpeli (Game of Thrones) -tv-sarjan myötä George R. R. Martinin Tulen ja jään laulu -kirjasarjaan perustuvasta transmediauniversumista on tullut ilmiö, jolla on faneja huomattavasti laajemmin kuin vain fantasiaharrastajien piirissä. Tässä artikkelissa pyrin selvittämään tapoja, joilla ihmiset kokevat Valtaistuinpelin maailman, hahmot ja tapahtumat, ja sitä, miten he niitä tulkitsevat ja suhteuttavat omaan elämänkokemukseensa. Hypoteesina on, että Let’s Play -videot tarjoavat hedelmällisen aineiston pelien ja yleisemmin populaarikulttuurin synnyttämien kokemusten tarkasteluun.Tutkimusmenetelmänäni on Game of Thrones -videopelistä tehtyjen Let’s Play -videoiden analysointi erityisesti pelaaja-kertojan esiintymiseen keskittyen. Tutkimuksen aineisto on koottu satunnaisotantana kahdelta eri videonjakoalustalta (Twitch, Youtube). Ääniraidalla pelaaja-kertojat ensisijaisesti sanallistavat ruudulla näkyviä tapahtumia ja käyttävät runsaasti aikaa myös pelin edellyttämien moraalisten valintojen pohtimiseen ja selittämiseen. Videoissa on myös tärkeässä roolissa pelaaja-kertojien tunnereaktioiden esittäminen, mikä korostaa Let’s Play -videoiden performatiivista luonnetta. Let’s Play -videot tarjoavat tavan sekä esittää että kasvattaa fanikulttuurista pääomaa. Let’s Play -videoiden kautta pelaaja-kertojat osallistuvat fandomin aineettomaan vaihdantaan, tuoden oman panoksensa Valtaistuinpelin universumiin. Game of Thrones -pelin Let’s Play -videoissa pohdinta keskittyy moraalisiin valintoihin. Videot avaavat näkymän pelaaja-kertojien yksityiseen vastaanottoprosessiin ja sen aikana tapahtuvaan joustavaan erilaisten moraalikoodistojen limittymiseen. Let’s Play -videot näyttävät tarjoavan faniuden esittämiselle uudenlaisen alustan, jossa intiimi vastaanoton hetki voidaan tuottaa yhteisölliseksi kokemukseksi. Game of Thrones Let’s Play Videos and the Reception of Popular Culture as Performance The highly popular TV series Game of Thrones has made the transmedia universe originally based on George R. R. Martin’s novel cycle The Song of Ice and Fire into a phenomenon, which has gained fans from much wider audience than fantasy fandom. In this article, I look at the ways how people experience the world, characters, and events of the Game of Thrones, and how they interpret these and relate them to their own lives. I take it as my hypothesis that Let’s Play videos provide fruitful material for scrutinizing the experiences evoked by video games, and more generally, by popular culture productions. My research method consists of analyzing Let’s Play videos based on the Game of Thrones videogame (Telltale 2014–15), focusing especially on the performance of the player-narrators. The data set of this research was sampled from two online video publication platforms (Twitch, Youtube). On the audio track the player-narrators mainly verbalize things happening on the screen while playing Game of Thrones, and they also extensively dwell in the reflections and explanations regarding moral choices prompted by the game. Showing off emotional responses of the player-narrators plays an important role, too, which emphasizes the performative aspect of Let’s Play videos. Let’s Play videos provide a way to show and increase one’s fancultural capital. Through publishing Let’s Play videos the player-narrators participate in the immaterial exchange economy of fandom, by contributing their share into the Game of Thrones universe. In the Game of Thrones Let’s Play videos the reflection focuses on moral choices. These videos open up views to private reception processes of the player-narrators, and to the flexible shifts and overlaps between various moral codes during these processes. Let’s Play videos seem to offer a new kind of platform to perform one’s fan activities, in which the intimate moment of reception may be opened up to a communal experience.

Цель работы – обоснование элементов технологии выращивания баклажана в пленочных необогреваемых грунтовых теплицах. Исследования по тематике актуальны, поскольку способствуют увеличению площадей возделывания культуры, а также повышению урожайности и товарности продукции, что определяет экономическую эффективность производства. Научные исследования проводили в 2020–2021 годах на территории Учебно-научного производственного центра садоводства и овощеводства имени В. И. Эдельштейна ФГБОУ ВО РГАУ – МСХА имени К.А. Тимирязева. Опыт по изучению влияния нормирования числа цветков в рудиментарных соцветиях на раннюю и общую урожайность и качество плодов баклажана был заложен при формировании гибридов в три стебля. Опыт двухфакторный: фактор А – нормирование (вариант I – без нормирования (контроль), вариант II – нормирование на один цветок, вариант III – нормирование на два цветка). Фактор В – генотип гибридов (F1 Боровичок, F1Багира, F1 Нежнейший, F1 Патио Трио, F1Пеликан). Опыт закладывали в четырехкратной повторности, площадь учетной делянки – 7,6 м2. Исследования проводили в условиях летне-осеннего оборота в пленочной необогреваемой грунтовой теплице в соответствии с общепринятыми методиками для овощных культур в защищенном грунте. Рассаду выращивали в рассадном отделении многорядной теплицы серии Ришель 9.6 SR. Семена высевали 14–15 марта в кассеты с размером ячейки 5×5×5 см и объемом 125 см3. В качестве субстрата использовали верховой торф. Подкормки проводили комплексным удобрением Yara Kristalon 18.18.18+3 с интервалом в 5 суток: первую подкормку провели через 10 суток после высадки рассады. При выявлении единичных очагов заражения проводили обработку против грибных заболеваний препаратами Ридомил МЦ Голд, ВДГ и Квадрис, КС. По итогам изучения влияния нормирования числа цветков в рудиментарных соцветиях на раннюю и общую урожайность и качество плодов у исследуемых гибридов баклажана выявлено, что в вариантах опыта с нормированием на 1 цветок сформировалось наибольшее количество товарных плодов (87,6%). Выявленная зависимость носила сортоспецифический характер. The purpose of the research is to substantiate the elements of eggplant growing technology in film unheated ground greenhouses. Research on the subject is relevant because it contributes to an increase in the area of cultivation of crops, as well as an increase in yield and marketability of products, which determines the economic efficiency of production. Scientific research was carried out in 2020–2021 on the territory of the V.I. Edelstein Educational and Scientific Production Center for Horticulture and Vegetable Growing of the Russian State Agrarian University – Moscow Timiryazev Agricultural Academy. The experience of studying the effect of rationing the number of flowers in rudimentary inflorescences on the early and overall yield and quality of eggplant fruits was laid during the formation of hybrids in three stems. The experience is two-factor: factor A – rationing (option I – without rationing (control), option II – rationing for one flower, option III – rationing for two flowers). Factor B is the genotype of hybrids (F1Borovichok, F1 Bagira, F1 Nezhneishii, F1Patio Trio, F1 Pelikan). The experiment was laid in fourfold repetition, the area of the accounting plot was 7.6 m2. The studies were carried out in the conditions of summer-autumn turnover in a film unheated ground greenhouse in accordance with generally accepted methods for vegetable crops in protected soil. Seedlings were grown in the seedling compartment of a multi-row greenhouse of the Richel 9.6 SR series. The seeds were sown on March 14–15 in cassettes with a cell size of 5×5×5 cm and a volume of 125 cm3. Riding peat was used as a substrate. Top dressing was carried out with a complex fertilizer Yara Kristalon 18.18.18+3 with an interval of 5 days: the first top dressing was carried out – 10 days after planting seedlings. When single foci of infection were detected, treatment against fungal diseases was carried out with Ridomil MC Gold, VDG and Quadris, CS. Based on the results of studying the effect of rationing the number of flowers in rudimentary inflorescences on the early and overall yield and quality of eggplant fruits in the studied eggplant hybrids, it was revealed that in the variants of the experiment with rationing for 1 flower, the largest number of commercial fruits was formed (87.6%). The revealed dependence was of a variety-specific nature.

RESUMENLa historia del cristianismo no se entiende sin el complejo fenómeno mariano. El culto mariano ha afianzado la construcción de identidades colectivas, pero también individuales. La figura de la Virgen María estableció un modelo de conducta desde cada contexto histórico-cultural, remarcando especialmente los ideales de maternidad y virginidad. Dentro del imaginario católico, la Europa contemporánea ha estado marcada por la formación de una cultura aparicionista que se ha generadoa partir de diversas apariciones marianas que han establecido un canon y un marco de interpretación que ha alimentado las guerras culturales entre secularismo y catolicismo.PALABRAS CLAVE: catolicismo, Virgen María, cultura aparicionista, Lourdes, guerras culturales.ABSTRACTThe history of Christianity cannot be understood without the complex Marian phenomenon. Marian devotion has reinforced the construction of collective, but also of individual identities. The figure of the Virgin Mary established a model of conduct through each historical-cultural context, emphasizing in particular the ideals of maternity and virginity. Within the Catholic imaginary, contemporary Europe has been marked by the formation of an apparitionist culture generated by various Marian apparitions that have established a canon and a framework of interpretation that has fuelled the cultural wars between secularism and Catholicism.KEY WORDS: Catholicism, Virgin Mary, apparicionist culture, Lourdes, culture wars. BIBLIOGRAFÍAAlbert Llorca, M., “Les apparitions et leur histoire”, Archives de Sciences Sociales des religions, 116 (2001), pp. 53-66.Albert, J.-P. y Rozenberg G., “Des expériences du surnaturel”, Archives de Sciences Sociales des Religions, 145 (2009), pp. 9-14.Amanat A. y Bernhardsson, M. T. (eds.), Imagining the End. Visions of Apocalypsis from the Ancient Middle East to Modern America, London and New York, I. B. Tauris, 2002.Angelier, F. y Langlois, C. 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AbstractContainers in cloud computing provide a logical packaging technique for applications to be isolated from the computing environment in which they actually execute, allowing for efficient sharing of memory, processor, storage, and network resources at the Operating System (OS) level. Since they are so compact, container‐based clouds have recently gained significant popularity. In order to maximize resource usage and minimize energy consumption, the container consolidation technique is widely employed in the cloud environment. This work introduces container consolidation in cloud computing that exploits Fractional Pelican Hawks Optimization (FPHO). In Container as a Service (CaaS) model, containers are placed in the Virtual Machines (VMs), and virtual machines are hosted in Physical Machines (PMs) or servers. The proposed method for container consolidation consists of two modules, namely, the host status module and the consolidation module. In the host status module, the PM's load is predicted using Long Short Term Memory (LSTM) and checked whether the PM is overloaded or underloaded using a threshold. If it is overloaded, the container selection algorithm is performed, and the migration list is also generated. In the consolidation module, the created migration list which is employed for the destination list to be created by an overloaded destination selector. In the same way, the underloaded list is also generated by the underloaded destination selector. Finally, the container and VM migration is carried out by considering the multi‐objectives such as predicted load, migration cost, resource utilization, energy consumption, network, and bandwidth which are optimally selected by the proposed FHPO. Here, FHPO is the combination of Fractional Pelican Optimization (FPO) and Fire Hawk Optimizer (FHO). The designed model achieved the measures with minimum energy consumption, resource utilization, Service Level Agreement (SLA), and Makespan as 0.066, 0.019, 0.054, and 0.066, respectively for setup one.

Coastal Louisiana received significant funds tied to BP penalties as a result of the Deepwater Horizon incident. As it is widely considered that the State of Louisiana sustained most of the damage due to this incident, there has been a firm push to waste no time in implementing habitat restoration projects. Sustaining the land on the coast of Louisiana is vital to our nation’s economy, as several of the nation’s largest ports are located on the Gulf coast in Louisiana. In addition, the ecosystems making up the Louisiana coast are important to sustain some of the largest and most valuable fisheries in the nation. Funded by BP Phase 3 Early Restoration, the goals of the Natural Resource Damage Assessment (NRDA) Outer Coast Restoration Project are to restore beach, dune, and marsh habitats to help compensate spill-related injuries to habitats and species, specifically brown pelicans, terns, skimmers, and gulls. Four island components in Louisiana were funded under this project; Shell Island Barrier Restoration, Chenier Ronquille Barrier Island Restoration, Caillou Lake Headlands Barrier Island Restoration, and North Breton Island Restoration (https://www. gulfspillrestoration.noaa.gov/louisiana-outer-coast-restoration, NOAA 2018). Shell Island and Chenier Ronquille are critical pieces of barrier shoreline within the Barataria Basin in Plaquemines Parish, Louisiana. These large-scale restoration projects were completed in the years following the Deepwater Horizon incident, creating new habitat and reinforcing Louisiana’s Gulf of Mexico shoreline. The Louisiana Coastal Protection and Restoration Authority (CPRA) finished construction of the Shell Island NRDA Restoration Project in 2017, which restored two barrier islands in Plaquemines Parish utilizing sand hydraulically dredged from the Mississippi River and pumped via pipeline over 20 miles over levees and through towns, marinas, and marshes to the coastline. The National Marine Fisheries Service (NMFS) also completed the Plaquemines Parish barrier island restoration at Chenier Ronquille in 2017 utilizing nearshore Gulf of Mexico sediment, restoring wetland, coastal, and nearshore habitat in the Barataria Basin. A design and construction overview is provided herein.

J.J. Gittes (Jack Nicholson) is appalled to learn that his lover is a victim of incest in Robert Towne and Roman Polanski’s definitive, yet subversive film Chinatown (Roman Polanski, 1974). Similarly, Ethan Mars (Pascale Langdale), the hero of the electronic game Heavy Rain (David Cage, 2010), is equally devastated to find his child has been abducted. One a cinema classic of the detective genre, the other a sophisticated electronic game: both ground-breaking, both compelling, but delivered in contrasting media. So, what do Chinatown and Heavy Rain have in common from the writer’s point of view? Can the writer of games learn from the legacy of film storytelling yet find alternative rules for new media? This article attempts to answer these questions making reference to the two works above to illuminate the gap between games writing and traditional screenwriting scholarship.Western commercial cinema has evolved to place story centrally and Chinatown is an example of a story’s potential as film art and entertainment concurrently. Media convention derives from the lessons of previous relatable art forms such as pictorial art, literature and architecture in the case of film; board games and centuries of physical gaming in the case of games design. Therefore, the invention of new media such as online and electronic gaming relies, in part, on the rules of film. However, game play has reassessed screenwriting and its applicability to this new media rendering many of these rules redundant. If Marshall McLuhan’s adage “the medium is the message” is correct, then despite the reliance of one medium on the traditions of its predecessor, gaming is simply not cinema. This article considers writing for games as axiomatically unconventional and calls for radical reinventions of storytelling within the new media.In order to investigate games writing, I will first revisit some of the rules of cinematic construction as inherited from an original Aristotelian source (Cleary). These rules require: a single focussed protagonist driving the plot; a consistent story form with narrative drive or story engine; the writer to avoid the repeated dramatic beat and; a reassessment of thematic concerns for the new technology. We should also investigate game-centric terminology such as “immersion” and “agency” to see how electronic gaming as an essentially postmodern phenomenon reciprocates, yet contrasts to, its cinematic predecessor (Murray, Hamlet 98/126). Must the maker of games subscribe to the filmmaker’s toolbox when the field is so very different? In order to answer this question, I will consider some concepts unique to games technology, firstly, the enduring debate known as ludology versus narratology. Gaming rhetoric since the late 1990s has questioned the efficacy of the traditional film narrative when adapted to game play. Players are still divided between the narratologists’ view, which holds that story within games is inevitable and the ludologists’ opinion, which suggests that traditional narrative has no place within the spatially orientated freedom of game play. Originally espousing the benefits of ludology, Janet H Murray argues that the essential formalism of gaming separates it from narrative, which Aarseth describes as representing “'colonialist' intrusions” on game play (46). Mimetic aspects inherited from narrative principles should remain incidental rather than forming an overarching hegemony within the game (Murray, "Last Word"). In this way, the ludologists suggest that game development has been undermined by the persistence of the narrative debate and Murray describes game studies as a “multi-dimensional, open-ended puzzle” worth solving on its own terms (indeed, cinema of attractions compelled viewers for thirty years before narrative cinema became dominant in the early twentieth century.Gaming history has proved this argument overblown and Murray herself questions the validity of this spurious debate within game play. She now includes the disclaimer that, ironically, most ludologists are trained in narratology and thus debate a “phantom of their own creation” (Murray, "Last Word"). This implies a contemporary opposition to ludology’s original meaning and impacts upon screenwriting principles in game making. Two further key concepts, which divide the medium of game entirely from the art of cinema are “immersion” and “agency” (Murray, Hamlet 98/126). Murray likens immersion to the physical sensation of being “submerged in water” pointing out that players enjoy the psychologically immersive phenomenon of delving into an undiscovered reality (Murray, Hamlet 98). Although distinct from the passive experience of cinema viewing, this immersion is like the experience of leaving the ordinary world and diving into the special world as Christopher Vogler’s screenwriting theory suggests. The cinema audience is encouraged to immerse themselves in the new world of Gittes’s Chinatown from the comfort of their familiar one. Similarly, the light-hearted world of the summer home contrasts Heavy Rain’s decent into urban, neo-noir corruption. Contrary to its cinematic cousin, the immediacy and subjectivity of the new media experience is more tangible and controllable, which renders immersion in games more significant and brings us to the next gaming concept, agency.To describe agency, Murray uses the complex metaphor of participatory dance, with its predetermined structures, “social formulas” and limited opportunities to change the overall “plot” of the dance: “The slender story is designed to unfold in the same way no matter what individual audience members may do to join the fun” (Hamlet 126-27). In electronic gaming, time-honoured gaming traditions from chess and board games serve as worthy predecessors. In this way, sophisticated permutations of outcome based on the player’s choice create agency, which is “the satisfying power to take meaningful action and see the results of our decisions and choices” (Murray, Hamlet 126). Bearing this in mind, when narrative enters game play, a world of possibility opens up (Murray, Hamlet).So where do the old rules of cinema apply within gaming and where is the maker of games able to find alternatives based on their understanding of agency and immersion? McLuhan’s unconventional scholarship leads the way, by pointing out the alternativity of the newer media. I consider that the rules of cinematic construction are also often disregarded by the casual viewer/player, but of utmost importance to the professional screenwriter.Amongst these rules is the screenwriting convention of having a single protagonist. This is a being fuelled with desire and a clear, visually rendered, actively negotiated goal. This principle persists in cinema according to Aristotle’s precepts (Cleary). The protagonist is a single entity making decisions and taking actions, even if that entity is a collection of individuals acting as one (Dethridge). The exploits of this main character (facing an opposing force of antagonism) determine the path of the story and for that reason a clear, single-minded narrative line is echoed in a single story form (McKee). For example, the baffling depth of meaning in Chinatown still emanates from protagonist J.J. Gittes’s central determination: to solve the crime suggested by the Los Angeles water shortage. The audience’s ability to identify and empathise with Gittes is paramount when he discovers the awful perversion his love interest, Evelyn Mulwray (Faye Dunaway), has been subjected to. However, the world of Chinatown remains intriguing as a string of corruption is revealed though a detective plot fuelled by our hero’s steadfast need to know the truth. In this way, a single protagonist’s desire line creates a solid story form. Conversely, in computer games (and despite the insistence of Draconian screenwriting lecturers who insist on replicating cinematic rules) the effect of a multiple protagonist plot still allows for the essential immersion in an imaginative world. In Heavy Rain, for example, the search for clues through the eyes of several related characters including a hapless father, a hangdog, ageing detective and a hyper-athletic single mother still allows for immersion. The player/interactor’s actions still create agency even as they change avatars from scene to scene. The player also negotiates for mastery of their character’s actions in order to investigate their situation, facts and world. However, each time the player switches their character allegiance, they revert to square one of their potential identification with that character. Indeed, in Heavy Rain, the player keenly aware of the chilling effect generated by the father losing his child in a busy shopping mall, but then another avatar steps forward, then another and the player must learn about new and unfamiliar characters on a scene-by-scene basis. The accumulative identification with a hero like Chinatown’s Gittes, begins with an admiration for his streetwise charm, then strengthens through his unfolding disillusionment and is cemented with Polanski’s brilliant invention: the death of Evelyn Mulwray replete with its politico-sexual implications (Polanski). However, does this mean cinematic identification is superior to game play’s immersion and agency? McLuhan might argue it is not and that the question is meaningless given that the “message” of games is axiomatically different. Traditional screenwriting scholarship therefore falters in the new medium. Further, Heavy Rain’s multi-protagonist miasma conforms to a new breed of structure: the mosaic plot, which according to Murray mirrors the internet’s click and drag mentality. In this sense, a kaleidoscopic world opens in pockets of revelation before the player. This satisfies the interactor in a postmodernist sense: an essential equality of incoming information in random, nonlinear connections. Indeed electronic games of this nature are a triumph of postmodernism and of ludology’s influence on the narratologist’s perspective. Although a story form including clues and detection still drives the narrative, the mosaic realisation of character and situation (which in a film’s plot might seem meandering and nonsensical) is given life by the agency and immersion provided by gaming (Truby).Back in traditional screenwriting principles, there is still the need for a consistent and singular story form providing a constant narrative drive (McKee). As mentioned, this arises from the protagonist’s need. For example a revenge plot relies on the hero’s need for vengeance; a revelation plot like Chinatown hinges on detection. However, first time screenwriting students’ tendency to visualise a story based unconsciously on films they have previously seen (as a bricolage of character moments arranged loosely around a collection of received ideas) tends to undermine the potential effectiveness of their story form. This lack of singularity in filmic writing indicates a misunderstanding of story logic. This propensity in young screenwriters derives from a belief that if the rendered filmic experience means something to them, it will necessarily mean something to an audience. Not so: an abandoned story drive or replaced central character diminishes the audience’s enjoyment and even destroys suspension of disbelief. Consequently, the story becomes bland and confusing. On investigation, it appears the young screenwriter does not realise that they are playing out an idea in their head, which is essentially a bricolage in the postmodern sense. Although this might lead to some titillating visual displays it fails to engage the audience as the result of their participation in an emotional continuum (Hayward). In contradistinction to film, games thrive on such irregularities in story, assuming radically different effects. For example, in cinema, the emotional response of a mass audience is a major draw card: if the filmic story is an accumulation of cause and effect responses, which steadily drive the stakes up until resolution, then it is the emotional “cathexis” as by-product of conflict that the audience resonates with (Freud 75; Chekhov). Does this transfer to games? Do notions such as feeling and empathy actually figure in game play at all? Or is this simply an activity rewarding the interactor with agency in lieu of deeper, emotive experiences? This final question could be perceived as anti-gaming sentiment given that games such as Heavy Rain suggest just such an emotional by-product. Indeed, the mechanics of gaming have the ability to push the stakes even higher than their cinematic counterparts, creating more complex emotionality in the player. In this way, the intentional psychological malaise of Heavy Rain solicits even greater emotion from players due to their inherent act of will. Where cinema renders the audience emotional by virtue of its passivity, no such claim is possible in the game. For example, where in Chinatown, Gittes tortures his lover by repeatedly slapping her, in Heavy Rain the character must actively perform torture on themself in order to solve the mystery. Further, the potential for engagement is extended given there are fourteen possible endings to Heavy Rain. In this way, although the film viewer’s emotional response is tempered by guessing the singular outcome, the multiple endings of this electronic game prevent such prescience (films can have multiple endings, but game mechanics lend the new media more readily to this function, therefore, game books with dice-rolling options are a stronger precedent then cinema).Also effective for the construction of cinema is Aristotle’s warning that the repetition of story and expositional information without rising stakes or any qualification of meaning creates a sense of “dramatic stall” for the audience (Aristotle). This is known as a repeated dramatic story beat and it is the stumbling block of many first time screenwriters. The screenplay should be an inventive effort to overcome escalating obstacles and an accumulative cause and effect chain on the part of the protagonist (Truby). The modern screenwriter for film needs to recognise any repeated beat in their early drafting and delete or alter the repetitive material. What then are the implications of repeated dramatic beats for the game writer? The game form known as “first person shooter” (FPS) depends on the appearance of an eternally regenerating (indeed re-spawning) enemy. In an apocalyptic zombie shooter game, for example, many hordes of zombies die unequivocally without threatening the interactor’s intrigue. Presumably, the antagonists are not intended to pose intellectual opposition for the gamer. Rather, the putrefying zombies present themselves for the gamer’s pugilistic satisfaction, again and again. For the game, therefore, the repeated beat is a distinct advantage. They may come harder and faster, but they are still zombies to be dispatched and the stakes have not necessarily risen. Who cares if this is a succession of repeated beats? It is just good clean fun, right? This is where the ludologists hold sway: to impose principles such as non-repeated beats and rising stakes on the emergence of a world based on pure game play offers no consequence for the FPS game. Nevertheless, the problem is exacerbated in “role play games” (RPG) of which Heavy Rain is an example. Admittedly, the gamer derives effective horror as our hero negotiates his way amongst a sea of disassociated shoppers searching for his lost child. The very fact of gamer agency should abnegate the problem, but does not, it merely heightens the sense of existential hopelessness: turning face after face not finding the child he is searching for is a devastating experience exacerbated by active agency (as opposed to the accepting passivity of cinema spectatorship). The rising panic in the game and the repetition of the faces of impassive shoppers also supports the player’s ongoing disorientation. The iconic appearance of the gruff clown handing out balloons further heightens the panic the gamer/protagonist experiences here. These are examples of repeated beats, yet effective due to player agency. The shoppers only persist until the gamer masters the situation and is able to locate the missing child. Thus, it is the capacity of the gamer to circumvent such repetition, which actually propels the game forward. If the gamer is adept, they will overcome the situation easily; if they are inexperienced, the repetition will continue. So, why apply traditional narrative constrictions on game play within a narrative game?Another crucial aspect of story is theme, which in the young writer reflects a postmodernist fetishisation of plot over story. In fact, theme is one of the first concepts to be ignored when a film student puts pen to paper (or finger to keyboard) when designing their game. In this way, the themes students choose to ignore resurface despite their lack of conscious application of them. They write plot, and plot in abundance (imperative for the modern writer (Truby)), which the mosaic structure of games accommodates for seamlessly. However, plot is causative and postmodern interpretations do not necessarily require the work of art to “say” anything beyond the “message” trapped in the clichés of their chosen genre (McLuhan). In concentrating on plot, therefore, the young writer says what they are unaware they are saying. At its most innocuous level this creates cliché. At its worst, it erases history and celebrates an attitude of unexamined ignorance toward the written material (Hayward). In extreme cases, student writers of both media support fascism, celebrate female masochism, justify rape (with or without awareness), or create nihilistic and derivative art, which sensationalises violence to a degree not possible within film technology. This is ironic given that postmodernism is defined, in part, by a canny reaction to modernist generation of meaning and cynicism toward the technology of violence. In all this postmodernism, that illusive chestnut known as “originality” (a questionable imperative still haunting the conventional screenplay despite the postmodernist declamation that there is no such thing) should also be considered. Although the game writer can learn from the lessons of the screenwriter, the problems of game structure and expression are unique to the new medium and therefore alternative to film. Adhering to traditional understandings of screenwriting in games is counterproductive to the development of the form and demands new assessment. If gaming students are liberated from narratologist impositions of cinematic story structures, will this result in better or more thoughtful games? Further to the ludologists’ original protestation against the ““colonialist” intrusions” of narrative on game play, film writing must recede where appropriate (Aarseth). Then again, if a ludologist approach to game creation renders the student writer free of filmic dogma, why do they impose the same stories repetitively? What gain comes from ignoring the Aristotelian traditions of storytelling–especially as derived from screen culture? I suggest that storytelling, to echo McLuhan’s statement, must necessarily change with the new medium: the differences are illuminating. The younger, nonlinear form embodies the player as protagonist and therefore should not need to impose the single protagonist regime from film. Story engine has been replaced by player agency and game mechanics, which also allows for inventive usage of the repeated beat. Indeed, postmodern and ludological concerns embedded within mosaic plots almost entirely replace the need for any consistency of story form while still subverting the expectations of modernism? Genre rules are partly reinvented by the form and therefore genre conventions in gaming are still in their infancy. Indeed, the very amorality of nihilistic game designers opens a space for burgeoning post-postmodernist concerns regarding ethics and faith within art. In any case, the game designer may choose the lessons of film writing’s modernist legacy if story is to be effective within the new medium. However, as meaning derives from traditional form, it might be wiser to allow the new medium its own reinvention of writing rules. Given Heavy Rain’s considerable contribution to detective genre in game play by virtue of its applying story within new media, I anticipate further developments that might build on Chinatown’s legacy in the future of gaming, but on the game play’s own terms.ReferencesAarseth, Espen. Genre Trouble: Narrativism and the Art of Simulation. First Person: New Media as Story, Performance, and Game. Cambridge, Mass.: MIT P, 2004. Aristotle. Poetics. Australia: Penguin Classics, 1997.Chekhov, Michael. Lessons for the Professional Actor. New York: Performing Arts Journal Publications, 1985.Chinatown. Roman Polanski. Paramount Golden Classics, 2011.Cleary, Stephen. “'What Would Aristotle Do?' Ancient Wisdom for Modern Screenwriters.” Stephen Cleary Lecture Series, 1 May 2011. Melbourne, Vic.: Victorian College of the Arts.Dethridge, Lisa. Writing Your Screenplay. Australia: Allen & Unwin, 2003.Freud, Sigmund. “On Narcissism: An Introduction.” On Metapsychology: The Theory of Psychoanalysis. Middlesex: Pelican, 1984. 65-97.Hayward, Susan. Cinema Studies: The Key Concepts. London: Routledge, 2006.Heavy Rain. David Cage. Quantic Dream, 2010.McKee, Robert. Story: Substance, Structure, Style and the Principles of Screenwriting. UK: Methuen, 1999. McLuhan, Marshall. “The Medium Is the Message.” Understanding Media: The Extensions of Man. Cambridge, Mass.: MIT P, 1994. 1-18.Murray, Janet H. Hamlet on the Holodeck: The Future of Narrative in Cyberspace. New York: Simon and Schuster / Free Press, 1997.Murray, Janet H. “The Last Word on Ludology v Narratology in Game Studies.” Keynote Address. DiGRA, Vancouver, 17 June 2005.Polanski, Roman, dir. DVD Commentary. Chinatown. Paramount Golden Classics, 2011.Truby, John. The Anatomy of Story: 22 Steps to Becoming a Master Storyteller. New York: Farrar, Straus and Giroux, 2008.Vogler, Christopher. The Writer’s Journey: Mythic Structure for Storytellers and Screenwriters. London: Boxtree, 1996.

Futuristic fiction almost by definition enters into a dialogue with the present as a future past. As a consequence, history haunts even the most inane visions of the future in often quite subtle ways. An excellent prompt to speculate on this issue is provided by Luc Besson's popular film The Fifth Element (1997). Like many science-fiction films, it is about a future troubled by its own promises. It almost goes without saying that while not specifically figured around Y2K, the attention to dates and time in the film combined with its late '90s release date also inscribe it within Millennial anxieties about the end of the world. History plays a series of roles in The Fifth Element. In common with many science-fiction fables, the film stages an inverted fictional genealogy, in which the viewer is actively encouraged to revel in identifying extrapolated features and concerns of the present. This heralds a basic historicity: that is, it invites us to grasp our present as history through its defamiliarisation. Moreover, like another futuristic film of the same year, Gattaca, it is aesthetically marked by the pathos of what might be called millennial "nostalgia for the future" -- that lost utopian real of Modernist aesthetic desire which seems to haunt these "post-post-apocalyptic", Space-Age futures1. This is only enhanced by quoting generously from earlier moments of the science fiction genre (such as Blade Runner). Striking, however, is that despite all of this, everyday America -- globalised and projected two hundred and fifty years hence -- is not so much dystopian or utopian as just ordinary. People still smoke, but filters makes up three-quarters of a cigarette's length; we still get stuck in chaotic traffic, even if it flies above the ground; we still eat Chinese takeaway, only now the restaurants fly to you; and cops still eat take-away at drive-through McDonald's, which are now floating fixtures in the cityscape. That individuals are so stylish (thanks to costume design, everyone is wearing Jean-Paul Gaultier) also seems significant, because this aestheticised ordinariness helps focus attention on the lived time of everyday utopian yearnings. In these ways and more, our contemporary moment is immanent in the film. However, at certain other crucial moments in the film, History is directly presented as an excess. Let me explain. Two hundred and fifty years into the future, a "Supreme Being" -- Leeloo (Milla Jovovich) -- is genetically reconstructed by scientists. Dubbed the missing "fifth element", she belongs to a highly developed extra-terrestrial species who have a protectoral relation to humanity. In the beginning, Leeloo is cut off from human language -- speaking in a tongue that combines a mixture of European dialects with baby-speak (her favourite phrase, as anyone who has seen the film will recall, is "[Big] badda-boo!"). She speaks what a priest in the film calls the "Divine language", "spoken before time was time" -- evoking the theological dream of a universal pre-symbolic language, of a pure speech that speaks the world rather than speaks of it. Her very first English word is "Help!" -- which she reads off a taxi sticker advertisement for starving black orphans. And it is perhaps no accident that she identifies with this future's expropriated. Leeloo is a body cast into marginality. Caged as an exhibit from the moment of her arrival on Earth, with her exotic appearance, wide-eyed wonderment and capacity for mimicry, she displays all the tropes of the infantilised and sexualised Other. Romanticised as a primitivist fantasy, she represents a classically vulnerable redemptive figure2. Two hundred and fifty years into the future, a "Supreme Being" -- Leeloo (Milla Jovovich) -- is genetically reconstructed by scientists. Dubbed the missing "fifth element", she belongs to a highly developed extra-terrestrial species who have a protectoral relation to humanity. In the beginning, Leeloo is cut off from human language -- speaking in a tongue that combines a mixture of European dialects with baby-speak (her favourite phrase, as anyone who has seen the film will recall, is "[Big] badda-boo!"). She speaks what a priest in the film calls the "Divine language", "spoken before time was time" -- evoking the theological dream of a universal pre-symbolic language, of a pure speech that speaks the world rather than speaks of it. Her very first English word is "Help!" -- which she reads off a taxi sticker advertisement for starving black orphans. And it is perhaps no accident that she identifies with this future's expropriated. Leeloo is a body cast into marginality. Caged as an exhibit from the moment of her arrival on Earth, with her exotic appearance, wide-eyed wonderment and capacity for mimicry, she displays all the tropes of the infantilised and sexualised Other. Romanticised as a primitivist fantasy, she represents a classically vulnerable redemptive figure2. Leaving aside for the moment the perhaps inevitably romantic resolution to this predicament, we can interpret this scene as a critique of the Enlightenment pretension to "total History". The "arbitrary" order of alphabetisation, which replaces the seemingly determined disorder of historical narratives, is akin to the Kantian dream of a cosmopolitan state of "universal history". Think, too, of the aging Hegel, writing in 1830: We witness a vast spectacle of events and actions, of infinitely varied constellations of nations, states and individuals, in restless succession. ... Everywhere we see a motley confusion ... But ... we grow weary of particulars and ask ourselves to what end they all contribute. We cannot accept that their significance is exhausted by their own particular ends; everything must be part of a single enterprise. (325-7) Leaving aside for the moment the perhaps inevitably romantic resolution to this predicament, we can interpret this scene as a critique of the Enlightenment pretension to "total History". The "arbitrary" order of alphabetisation, which replaces the seemingly determined disorder of historical narratives, is akin to the Kantian dream of a cosmopolitan state of "universal history". Think, too, of the aging Hegel, writing in 1830: We witness a vast spectacle of events and actions, of infinitely varied constellations of nations, states and individuals, in restless succession. ... Everywhere we see a motley confusion ... But ... we grow weary of particulars and ask ourselves to what end they all contribute. We cannot accept that their significance is exhausted by their own particular ends; everything must be part of a single enterprise. (325-7) If The Fifth Element critiques the universal history lesson, it also revolves around a dialectical relation between past and present. Although the opening scene in late colonial Egypt locates the film's narrative historically, these later scenes suggest a break with conventional, clean historiographical separations between the past and the present5. Leeloo's reading of History implies that embodied historical reception is in a perpetual in-between state. Not only the representation of the past as History but the experience of Time itself becomes less a matter of chronology than of a Freudian retroactivity, a "present past" with everyday variations which belong as much to future possibilities as to what we perceive as the present. The necessary absence of a determinate "past object" (referent) in historical understanding means that historicity is a traumatic process of deferral. In psychoanalytic terms, Leeloo's forced recognition of the unnatural deaths of Others is a traumatic encounter which generates a hole in the symbolic order of Leeloo's "real". Leeloo's traumatised body metaphorically becomes the singular "truth" of the symbolic world6. A global history is in fact nobody's history in particular -- belonging to everybody and nobody. This is the fate of the CD-ROM: a "memory" overwhelmingly composed of media images, and an allegory for our own situation of image saturation (whose stereotypical symbol is the isolated individual glued to a flickering screen). Yet when Leeloo enters history with a kiss, a fragile dialogical exchange in which her own life "story" begins, the fate of media images is to become socialised as part of non-synchronous particular narratives7. The grand "nightmare" of History has become comprehensible through her particular access to universal History -- and the result is an appropriated, ongoing experience with an undisclosed future. The Fifth Element thus presents a distinctly everyday solution to the problem of historical time -- and is this not how media history is experienced? No doubt in the future no less than the present, history will be less a matter of the Past itself, than of the allegorical reverberation of events documented and encountered in the everyday mediasphere. Footnotes Mark Dery recently berated the trend for retro-futurism as a Wallpaper-inspired plot, poised to generate a nostalgia for ironic dreams of fading technological utopias, while revealing the banality of design fashions that demand the ever new. See "Back to the Future", posted to Nettime (5 Sep. 1999) It is also worth noting the sublime role of the Diva in the film, whose pained operatic performance embodies what Slavoj Zizek once called the jouissance of modernity. Humanity's potential will to "creative destruction" has previously been embodied in Gary Oldman's evil business figure of Zorg, who undoubtedly represents the excesses of corporate capitalism (he illustrates his Ayn Rand-style vitalist philosophy at one point by letting a glass fall from his desk and shatter on to the ground: gleefully watching as a team of mechanical robots whiz around the floor sweeping it up, he croons: "see -- a lovely ballet ensues, adding to the great chain of life -- by creating a little destruction, I am in fact encouraging life". See Jean-François Lyotard, The Postmodern Condition: A Report on Knowledge, trans. Geoff Bennington and Brian Massumi. Vol. 10, Theory and History of Literature. Minneapolis: U of Minnesota P, 1984; Jacques Derrida, Spectres of Marx: The State of the Debt, the Work of Mourning, and the New International, trans. Peggy Kamuf. London: Routledge, 1994. Historiographical time can be distinguished from psychoanalytic time on the basis of two different ways of organising the space of memory. While the former conceives the temporal relation as one of succession and correlation, the latter treats the relation as one of imbrication and repetition. Michel de Certeau, Heterologies: Discourse on the Other. Translated by Brian Massumi. Vol. 17, Theory and History of Literature. Minneapolis: U of Minnesota P, 1986. 4. An interesting sf intertext here is Andrei Tarkovsky's Solaris, in which a woman who is a projection of a man's memory unsuccessfully attempts to kill herself to prove that she is made of historical reality. In this traumatic scene, she consumes liquid nitrogen and writhes on a metallic floor in a frozen state until she gradually thaws into human movement. Leeloo is finally brought into the "un-Historical" time of everyday embodied subjectivity with a single kiss. To borrow the language of psychoanalytic film studies, her "screen memories" are reconfigured by an imaginary resolution in the present. I use the term screen memories with a nod to both the computer screen and Freud's compelling if problematic account of repressed mnemic material. Freud writes: "As the indifferent memories owe their preservation not to their own content but to an associative relation between their content and another which is repressed, they have some claim to be called 'screen memories'". Sigmund Freud, The Psychopathology of Everyday Life. Vol. 5, The Pelican Freud Library. Harmondsworth: Penguin, 1960. 83. References Fukuyama, Francis. The End of History and the Last Man. New York: Avon Books, 1992. Hegel, G.W.F. "The Philosophical History of the World: Second Draft (1830)." German Idealist Philosophy. Ed. Rüdiger Buber. London: Penguin, 1997. 317-39. Citation reference for this article MLA style: Daniel Palmer. "Nostalgia for the Future: Everyday History and The Fifth Element." M/C: A Journal of Media and Culture 2.9 (2000). [your date of access] <http://www.uq.edu.au/mc/0001/nostalgia.php>. Chicago style: Daniel Palmer, "Nostalgia for the Future: Everyday History and The Fifth Element," M/C: A Journal of Media and Culture 2, no. 9 (2000), <http://www.uq.edu.au/mc/0001/nostalgia.php> ([your date of access]). APA style: Daniel Palmer. (2000) Nostalgia for the future: everyday history and The Fifth Element. M/C: A Journal of Media and Culture 2(9). <http://www.uq.edu.au/mc/0001/nostalgia.php> ([your date of access]).

In one of the earliest films about a whistleblower, On the Waterfront (1954), the dock worker Terry Malloy (Marlon Brando), who also works for the union boss and mobster Johnny Friendly (Lee J. Cobb), decides to testify in court against him and uncover corruption and murder. By doing so he will not only suffer retribution from Friendly but also be seen as a “stool pigeon” by his co-workers, friends, and neighbours who will shun him, and he will be “marked” forever by his deed. Nonetheless, he decides to do the right thing. Already it is clear that in most cases the whistleblowers are not simply the ones who reveal things, but they themselves are also revealed.My aim in this article is to explore the depiction of Edward Snowden and Julian Assange in fiction film and its connection to what I would like to call, with Slavoj Žižek, “Hollywood ideology”; the heroisation of the “ordinary guy” against a big institution or a corrupt individual, as it is the case in Snowden (2016) on the one hand, and at the same time the impossibility of true systemic critique when the one who is criticising is “outside of the system”, as Assange in The Fifth Estate (2013). Both films also rely on the notion of individualism and convey conflicting messages in regard to understanding the perception of whistleblowers today. Snowden and AssangeAlthough there are many so called “whistleblower films” since On the Waterfront, like Serpico (1973), All the President’s Men (1976), or Silkwood (1983), to name but a few (for a comprehensive list see https://ew.com/movies/20-whistleblower-movies-to-watch/?), in this article I will focus on the most recent films that deal with Edward Snowden and Julian Assange. These are the most prominent cases of whistleblowing in the last decade put to film. They are relevant today also regarding their subject matter—privacy. Revealing secrets that concern privacy in this day and age is of importance and is pertinent even to the current Coronavirus crisis, where the question of privacy again arises in form of possible tracking apps, in the age of ever expanding “surveillance capitalism” (Zuboff).Even if Assange is not strictly speaking a whistleblower, an engagement with his work in this context is indispensable since his outsider status, up to a point, resembles those of Snowden or Manning. They are not only important because they can be considered as “authentic heroe[s] of our time” (Žižek, Pandemic, 7), but also because of their depiction which differs in a very crucial way: while Snowden is depicted as a “classic” whistleblower (an American patriot who did his duty, someone from the “inside”), Assange’s action are coming from the outside of the established system and are interpreted as a selfish act, as it is stated in the film: “It was always about him.”Whistleblowers In his Whistleblower’s Handbook, Kohn writes: “who are these whistleblowers? Sometimes they are people you read about with admiration in the newspaper. Other times they are your co-workers or neighbours. However, most whistleblowers are regular workers performing their jobs” (Kohn, xi). A whistleblower, as the employee or a “regular worker”, can be regarded as someone who is a “nobody” at first, an invisible “cog in the wheel” of a certain institution, a supposedly devoted and loyal worker, who, through an act of “betrayal”, becomes a “somebody”. They do something truly significant, and by doing so becomes a hero to some and a traitor to others. Their persona suddenly becomes important.The wrongdoings that are uncovered by the whistleblower are for the most part not simply isolated missteps, but of a systemic nature, like the mass surveillance by the National Security Agency (NSA) uncovered by Snowden. The problem with narratives that deal with whistleblowing is that the focus inevitably shifts from the systemic problem (surveillance, war crimes, etc.) to the whistleblower as an individual. Moretti states that the interest of the media regarding whistleblowing, if one compares the reactions to the leaking of the “Pentagon Papers” regarding the Vietnam War in the 1970s by Daniel Ellsberg and to Snowden’s discoveries, shifted from the deed itself to the individual. In the case of Ellsberg, Moretti writes:the legitimate questions were not about him and what motivated him, but rather inquiry on (among other items) the relationship between government and media; whether the U.S. would be damaged militarily or diplomatically because of the release of the papers; the extent to which the media were acting as watchdogs; and why Americans needed to know about these items. (8)This shift of public interest goes along, according to Moretti, with the corporate ownership of media (7), where profit is the primary goal and therefore sensationalism is the order of the day, which is inextricably linked to the focus on the “scandalous” individual. The selfless and almost self-effacing act of whistleblowing becomes a narrative that constructs the opposite: yet another determined individual that through their sheer willpower achieves their goal, a notion that conforms to neoliberal ideology.Hollywood IdeologyThe endings of All the President’s Men and The Harder They Fall (1956), another early whistleblower film, twenty years apart, are very similar: they show the journalist eagerly typing away on his typewriter a story that will, in the case of the former, bring down the president of the United States and in the latter, bring an end to arranged fights in the boxing sport. This depiction of the free press vanquishing the evil doers, as Žižek states it, is exactly the point where “Hollywood ideology” becomes visible, which is:the ideology of such Hollywood blockbusters as All the President’s Men and The Pelican Brief, in which a couple of ordinary guys discover a scandal which reaches up to the president, forcing him to step down. Corruption is shown to reach the very top, yet the ideology of such works resides in their upbeat final message: what a great country ours must be, when a couple of ordinary guys like you and me can bring down the president, the mightiest man on Earth! (“Good Manners”)This message is of course part of Hollywood’s happy-ending convention that can be found even in films that deal with “serious” subject matters. The point of the happy end in this case is that before it is finally reached, the film can show corruption (Serpico), wrongdoings of big companies (The Insider, 1999), or sexual harassment (North Country, 2005). It is important that in the end all is—more or less—good. The happy ending need not necessarily be even truly “happy”—this depends on the general notion the film wants to convey (see for instance the ending of Silkwood, where the whistleblower is presumed to have been killed in the end). What is important in the whistleblower film is that the truth is out, justice has been served in one way or the other, the status quo has been re-established, and most importantly, there is someone out there who cares.These films, even when they appear to be critical of “the system”, are there to actually reassure their audiences in the workings of said system, which is (liberal) democracy supported by neoliberal capitalism (Frazer). Capitalism, on the other hand, is supported by the ideology of individualism which functions as a connecting tissue between the notions of democracy, capitalism, and film industry, since we are admiring exceptional individuals in performing acts of great importance. This, in turn, is encapsulated by the neoliberal mantra—“anyone can make it, only if they try heard enough”. As Bauman puts it more concretely, the risks and contradictions in a society are produced socially but are supposed to be solved individually (46).Individualism, as a part of the neoliberal capitalist ideology, is described already by Milton Friedman, who sees the individual as the “ultimate entity in the society” and the freedom of the individual as the “ultimate goal” within this society (12). What makes this an ideology is the fact that, in reality, the individual, or in the context of the market, the entrepreneur, is always-already tethered to and supported by the state, as Varoufakis has successfully proven (“Varoufakis/Chomsky discussion”). Therefore individualism is touted as an ideal to strive for, while for neoliberalism in order to function, the state is indispensable, which is often summed up in the formula “socialism for the rich, capitalism for the poor” (Polychroniou). The heroic Hollywood individual, as shown in the whistleblower film, regardless of real-life events, is the perfect embodiment of individualist ideology of neoliberal capitalism—we are not seeing a stylised version of it, a cowboy or a masked vigilante, but a “real” person. It is paradoxically precisely the realism that we see in such films that makes them ideological: the “based on a true story” preamble and all the historical details that are there in order to create a fulfilling cinematic experience. All of this supports its ideology because, as Žižek writes, “the function of ideology is not to offer us a point of escape from our reality but to offer us the social reality itself as an escape from some traumatic, real kernel” (Sublime Object 45). All the while Snowden mostly adheres to Hollywood ideology, The Fifth Estate also focuses on individualism, but goes in a different direction, and is more problematic – in the former we see the “ordinary guy” as the American hero, in the latter a disgruntled individual who reveals secrets of others for strictly personal reasons.SnowdenThere is an aspect of the whistleblower film that rings true and that is connected to Michel Foucault’s notion of power (“Truth and Power”). Snowden, through his employment at the NSA, is within a power relations network of an immensely powerful organisation. He uses “his” power, to expose the mass surveillance by the NSA. It is only through his involvement with this power network that he could get insight into and finally reveal what NSA is doing. Foucault writes that these resistances to power from the inside are “effective because they are formed right at the point where relations of power are exercised; resistance to power does not have to come from elsewhere to be real … It exists all the more by being in the same place as power” (Oushakine 206). In the case of whistleblowing, the resistance to power must come exactly from the inside in order to be effective since whistleblowers occupy the “same place as power” that they are up against and that is what in turn makes them “powerful”.Fig. 1: The Heroic Individual: Edward Snowden in SnowdenBut there is an underside to this. His “relationship” to the power structure he is confronting greatly affects his depiction as a whistleblower within the film—precisely because Snowden, unlike Assange, is someone from inside the system. He can still be seen as a patriot and a “disillusioned idealist” (Scott). In the film this is shown right at the beginning as Snowden, in his hotel room in Hong Kong, tells the documentary filmmaker Laura Poitras (Melissa Leo) and journalist Glenn Greenwald (Zachary Quinto) his name and who he is. The music swells and the film cuts to Snowden in uniform alongside other soldiers during a drill, when he was enlisted in the army before work for the NSA.Snowden resembles many of Stone’s typical characters, the all-American patriot being disillusioned by certain historical events, as in Born on the 4th of July (1989) and JFK (1991), which makes him question the government and its actions. It is generally of importance for a mainstream Hollywood film that the protagonist is relatable in order for the audiences to sympathise with them (Bordwell and Thompson 82). This is important not only regarding personal traits but, I would argue, also political views of the character. There needs to be no doubt in the mind of American audiences when it comes to films that deal with politics, that the protagonists are patriots.Stone’s film profits from this ambivalence in Snowden’s own political stance: at first he is more of a right winger who is a declared fan of Ayn Rand’s conservative-individualist manifesto Atlas Shrugged, then, after meeting his future partner Lindsey Mills, he turns slightly to the left, as he at one point states his support for President Obama. This also underlines the films ambiguity, as Oliver Stone openly stated about his Vietnam War film Platoon (1986) that “it could be embraced by … the right and the left. Essentially, most movies make their money in the middle” (Banff Centre). As Snowden takes the lie detector test as a part of the process of becoming a CIA agent, he confirms, quite sincerely it seems, that he thinks that the United States is the “greatest country in the world” and that the most important day in his life was 9/11. This again confirms his patriotic stance.Snowden is depicted as the exceptional individual, and at the same time the “ordinary guy”, who, through his act of courage, defied the all-powerful USA. During the aforementioned job interview scene, Snowden’s superior, Corbin O’Brian (Rhys Ifans), quotes Ayn Rand to him: “one man can stop the motor of the world”. Snowden states that he also believes that. The quote could serve as the film’s tagline, as a “universal truth” that seems to be at the core of American values and that also coincides with and reaffirms neoliberal ideology. Although it is undeniable that individuals can accomplish extraordinary feats, but when there is no systemic change, those can remain only solitary achievements that are only there to support the neoliberal “cult of the individual”.Snowden stands in total contrast to Assange in regard to his character and private life. There is nothing truly “problematic” about him, he seems to be an almost impeccable person, a “straight arrow”. This should make him a poster boy for American democracy and freedom of speech, and Stone tries to depict him in this way.Still, we are dealing with someone who cannot simply be redeemed as a patriot who did his duty. He cannot be unequivocally hailed as an all-American hero since betraying state secrets (and betrayal in general) is seen as a villainous act. For many Americans, and for the government, he will forever be remembered as a traitor. Greenwald writes that most of the people in the US, according to some surveys, still want to see Snowden in prison, even if they find that the surveillance by the NSA was wrong (365).Snowden remains an outcast and although the ending is not quite happy, since he must live in Russian exile, there is still a sense of an “upbeat final message” that ideologically colours the film’s ending.The Fifth EstateThe Fifth Estate is another example of the ideological view of the individual, but in this case with a twist. The film tries to be “objective” at first, showing the importance and impact of the newly established online platform WikiLeaks. However, towards the end of the film, it proceeds to dismantle Julian Assange (Benedict Cumberbatch) with the “everyone has secrets” platitude, which effectively means that none of us should ever try to reveal any secrets of those in power, since all of us must have our own secrets we do not want revealed. The film is shown from the perspective of Assange’s former disgruntled associate Daniel Domscheit-Berg (Daniel Brühl), who wrote a book about his time at WikiLeaks on which the film is partly based on (Inside WikiLeaks). We see Assange through his eyes and delve into personal moments that are supposed to reveal the “truth” about the individual behind the project. In a cynical twist, it is Daniel who is the actual whistleblower, who reveals the secrets of WikiLeaks and its founder.Assange, as it is said in the film, is denounced as a “messiah” or a “prophet”, almost a cult leader who only wants to satisfy his perverse need for other people’s secrets, except that he is literally alone and has no followers and, unlike real cult leaders, needs no followers. The point of whistleblowing is exactly in the fact that it is a radical move, it is a big step forward in ending a wrongdoing. To denounce the radical stance of WikiLeaks is to misunderstand and undermine the whole notion of whistleblowing as a part of true changes in a society.The cult aspects are often referred to in the film when Assange’s childhood is mentioned. His mother was supposed to be in a cult, called “The Family”, and we should regard this as an important (and bad) influence on his character. This notion of the “childhood trauma” seems to be a crutch that is supposed to serve as a characterisation, something the scriptwriting-guru Robert McKee criticises as a screenwriting cliché: “do not reduce characters to case studies (an episode of child abuse is the cliché in vogue at the moment), for in truth there are no definitive explanations for anyone’s behaviour” (376).Although the film does not exaggerate the childhood aspect, it is still a motive that is supposed to shed some light into the “mystery” that is Assange. And it also ties into the question of the colour of his hair as a way of dismantling his lies. In a flashback that resembles a twist ending of an M. Night Shyamalan thriller, it turns out that Assange actually dyes his hair white, witnessed in secret by Daniel, instead of it turning naturally white, as Assange explains on few occasions but stating different reasons for it. Here he seems like a true movie villain and resembles the character of the Joker from The Dark Knight (2008), who also tells different stories about the origin of his facial scars. This mystery surrounding his origin makes the villain even more dangerous and, what is most important, unpredictable.Žižek also draws a parallel between Assange and Joker of the same film, whom he sees as the “figure of truth”, as Batman and the police are using lies in order to “protect” the citizens: “the film’s take-home message is that lying is necessary to sustain public morale: only a lie can redeem us” (“Good Manners”). Rather than interpreting Assange’s role in a positive way, as Žižek does, the film truly establishes him as a villain.Fig. 2: The Problematic Individual: Julian Assange in The Fifth EstateThe Fifth Estate ends with another cheap psychologisation of Assange on Daniel’s part as he describes the “true purpose” of WikiLeaks: “only someone so obsessed with his own secrets could’ve come up with a way to reveal everyone else’s”. This faux-psychological argument paints the whole WikiLeaks endeavour as Assange’s ego-trip and makes of him an egomaniac whose secret perverted pleasure is to reveal the secrets of others.Why is this so? Why are Woodward and Bernstein in All the President’s Men depicted as heroes and Assange is not? The true underlying conflict here is between classic journalism; where journalists can publish their pieces and get the acclaim for publishing the “new Pentagon Papers”, once again ensuring the freedom of the press and “inter-systemic” critique. This way of working of the press, as the films show, always pays off. All the while, in reality, very little changes since, as Žižek writes, the “formal functioning of power” stays in place. He further states about WikiLeaks:The true targets here weren’t the dirty details and the individuals responsible for them; not those in power, in other words, so much as power itself, its structure. We shouldn’t forget that power comprises not only institutions and their rules, but also legitimate (‘normal’) ways of challenging it (an independent press, NGOs, etc.). (“Good Manners”)In the very end, the “real” journalism is being reinforced as the sole vehicle of criticism, while everything else is “extremism” and, again, can only stem from a frustrated, even “evil”, individual. If neoliberal individualism is the order of the day, then the thinking must also revolve around that notion and cannot transcend that horizon.ConclusionŽižek expresses the problem of revealing the truth in our day and age by referring to the famous fable “The Emperor’s New Clothes”, where a child is the only one who is naive and brave enough to state that the emperor is in fact naked. But for Žižek today,in our cynical era, such strategy no longer works, it has lost its disturbing power, since everyone now proclaims that the emperor is naked (that Western democracies are torturing terrorist suspects, that wars are fought for profit, etc., etc.), and yet nothing happens, nobody seems to mind, the system just goes on functioning as if the emperor were fully dressed. (Less than Nothing 92)The problem with the “Collateral Murder”, a video of the killing of Iraqi civilians by the US Army, leaked by Wikileaks and Chelsea Manning, that was presented to the public, for instance, was according to accounts in Inside Wikileaks and Inside Julian Assange’s War on Secrecy, that it did not have the desired impact. The public seems, in the end, to be indifferent to such reveals since it effectively cannot do anything about it. The return to the status quo after these reveals supports this stance, as Greenwald writes that after Snowden’s leaks there was no substantial change within the system; during the Obama administration, there was even an increase of criminal investigations of whistleblowers with an emergence of a “climate of fear” (Greenwald 368). Many whistleblower films assure us that in the end the system works; the good guys always win, the antagonists are punished, and laws have been passed. This is not to be accepted simply as a Hollywood convention, something that we also “already know”, but as an ideological stance, since these films are taken more seriously than films with similar messages but within other mainstream genres. Snowden shows that only individualism has the power to challenge the system, while The Fifth Estate draws the line that should not be crossed when it comes to privacy as a “universal” good because, again, “everyone has secrets”. Such representations of whistleblowing and disruption only further cement the notion that in our societies no real change is possible because it seems unnecessary. Whistleblowing as an act of revelation needs therefore to be understood as only one small step made by the individual that in the end depends on how society and the government decide to act upon it.References All the President’s Men. Dir. Alan J. Pakula. 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Penguin Books, 2000. 111-33.Frazer, Nancy. “From Progressive Neoliberalism to Trump – and Beyond.” American Affairs 1.4 (2017). 19 May. 2020 <https://americanaffairsjournal.org/2017/11/progressive-neoliberalism-trump-beyond/>.Friedman, Milton. Capitalism and Freedom. Chicago: U of Chicago P, 1982.“Full Transcript of the Yanis Varoufakis/Noam Chomsky NYPL Discussion.” Yanisvaroufakis.eu, 28 June 2016. 15 Mar. 2020 <https://www.yanisvaroufakis.eu/2016/06/28/full-transcript-of-the-yanis-varoufakis-noam-chomsky-nypl-discussion/>.Greenwald, Glenn. Die globale Überwachung: Der Fall Snowden, die amerikanischen Geheimdienste und die Folgen. München: Knaur, 2015.The Harder They Fall. Dir. Mark Robson. Columbia Pictures. 1956.The Insider. Dir. Michael Mann. Touchstone Pictures, Mann/Roth Productions (a.o.). 1999.JFK. Dir. Oliver Stone. Warner Bros., 1991.Kohn, Stephen Martin. The Whistleblower’s Handbook: A Step-by-Step Guide to Doing What’s Right and Protecting Yourself. Guilford, Lyons P, 2011.Leigh, David, and Luke Harding. WikiLeaks: Inside Julian Assange’s War on Secrecy. London: Guardian Books, 2011.McKee, Robert. Story: Substance, Structure, Style, and the Principles of Screenwriting. New York: Harper-Collins, 1997.Moretti, Anthony. “Whistleblower or Traitor: Edward Snowden, Daniel Ellsberg and the Power of Media Celebrity.” Moscow Readings Conference, 14-15 Nov. 2013, Moscow, Russia.North Country. Dir. Niki Caro. Warner Bros., Industry Entertainment (a.o.). 2005.On the Waterfront. Dir. Elia Kazan. Horizon Pictures. 1954.Oushakine, Sergei A. “The Terrifying Mimicry of Samizdat.” Public Culture 13.2 (2001): 191-214.Platoon. Dir. Oliver Stone. Hemdake, Cinema ‘84. 1986.Polychroniou, C.J. “Socialism for the Rich, Capitalism for the Poor: An Interview with Noam Chomsky.” Truthout, 11 Dec. 2016. 25 May 2020 <https://truthout.org/articles/socialism-for-the-rich-capitalism-for-the-poor-an-interview-with-noam-chomsky/>.Scott, A.O. “Review: ‘Snowden,’ Oliver Stone’s Restrained Portrait of a Whistle-Blower.” The New York Times, 15 Sep. 2016. 5 May 2020 <https://www.nytimes.com/2016/09/16/movies/snowden-review-oliver-stone-joseph-gordon-levitt.html>. Serpico. Dir. Sidney Lumet. Artists Entertainment Complex, Produzioni De Laurentiis. 1973. Silkwood. Dir. Mike Nichols. ABC Motion Pictures. 1983.Snowden. Dir. Oliver Stone. Krautpack Entertainment, Wild Bunch (a.o.). 2016.Žižek, Slavoj. “Good Manners in the Age of WikiLeaks.” Los Angeles Review of Books 33.2 (2011). 15 May 2020 <https://www.lrb.co.uk/the-paper/v33/n02/slavoj-zizek/good-manners-in-the-age-of-wikileaks>.———. Less than Nothing: Hegel and the Shadow of Dialectical Materialism. Verso, 2013.———. Pandemic! COVID-19 Shakes the World. New York: Polity, 2020.———. The Sublime Object of Ideology. Verso, 2008.Zuboff, Shoshana. The Age of Surveillance Capitalism: The Fight for a Human Future and the New Frontier of Power. New York: Public Affairs, 2020.

Introduction With a deluge of mouthwatering pre-publicity, the opening of The Spotted Pig, the USA’s first self-identified British-styled gastropub, in Manhattan in February 2004 was much anticipated. The late Australian chef, food writer and restauranteur Mietta O’Donnell has noted how “taking over a building or business which has a long established reputation can be a mixed blessing” because of the way that memories “can enrich the experience of being in a place or they can just make people nostalgic”. Bistro Le Zoo, the previous eatery on the site, had been very popular when it opened almost a decade earlier, and its closure was mourned by some diners (Young; Kaminsky “Feeding Time”; Steinhauer & McGinty). This regret did not, however, appear to affect The Spotted Pig’s success. As esteemed New York Times reviewer Frank Bruni noted in his 2006 review: “Almost immediately after it opened […] the throngs started to descend, and they have never stopped”. The following year, The Spotted Pig was awarded a Michelin star—the first year that Michelin ranked New York—and has kept this star in the subsequent annual rankings. Writing Restaurant Biography Detailed studies have been published of almost every type of contemporary organisation including public institutions such as schools, hospitals, museums and universities, as well as non-profit organisations such as charities and professional associations. These are often written to mark a major milestone, or some significant change, development or the demise of the organisation under consideration (Brien). Detailed studies have also recently been published of businesses as diverse as general stores (Woody), art galleries (Fossi), fashion labels (Koda et al.), record stores (Southern & Branson), airlines (Byrnes; Jones), confectionary companies (Chinn) and builders (Garden). In terms of attracting mainstream readerships, however, few such studies seem able to capture popular reader interest as those about eating establishments including restaurants and cafés. This form of restaurant life history is, moreover, not restricted to ‘quality’ establishments. Fast food restaurant chains have attracted their share of studies (see, for example Love; Jakle & Sculle), ranging from business-economic analyses (Liu), socio-cultural political analyses (Watson), and memoirs (Kroc & Anderson), to criticism around their conduct and effects (Striffler). Eric Schlosser’s Fast Food Nation: The Dark Side of the All-American Meal is the most well-known published critique of the fast food industry and its effects with, famously, the Rolling Stone article on which it was based generating more reader mail than any other piece run in the 1990s. The book itself (researched narrative creative nonfiction), moreover, made a fascinating transition to the screen, transformed into a fictionalised drama (co-written by Schlosser) that narrates the content of the book from the point of view of a series of fictional/composite characters involved in the industry, rather than in a documentary format. Akin to the range of studies of fast food restaurants, there are also a variety of studies of eateries in US motels, caravan parks, diners and service station restaurants (see, for example, Baeder). Although there has been little study of this sub-genre of food and drink publishing, their popularity can be explained, at least in part, because such volumes cater to the significant readership for writing about food related topics of all kinds, with food writing recently identified as mainstream literary fare in the USA and UK (Hughes) and an entire “publishing subculture” in Australia (Dunstan & Chaitman). Although no exact tally exists, an informed estimate by the founder of the Gourmand World Cookbook Awards and president of the Paris Cookbook Fair, Edouard Cointreau, has more than 26,000 volumes on food and wine related topics currently published around the world annually (ctd. in Andriani “Gourmand Awards”). The readership for publications about restaurants can also perhaps be attributed to the wide range of information that can be included a single study. My study of a selection of these texts from the UK, USA and Australia indicates that this can include narratives of place and architecture dealing with the restaurant’s location, locale and design; narratives of directly food-related subject matter such as menus, recipes and dining trends; and narratives of people, in the stories of its proprietors, staff and patrons. Detailed studies of contemporary individual establishments commonly take the form of authorised narratives either written by the owners, chefs or other staff with the help of a food journalist, historian or other professional writer, or produced largely by that writer with the assistance of the premise’s staff. These studies are often extensively illustrated with photographs and, sometimes, drawings or reproductions of other artworks, and almost always include recipes. Two examples of these from my own collection include a centennial history of a famous New Orleans eatery that survived Hurricane Katrina, Galatoire’s Cookbook. Written by employees—the chief operating officer/general manager (Melvin Rodrigue) and publicist (Jyl Benson)—this incorporates reminiscences from both other staff and patrons. The second is another study of a New Orleans’ restaurant, this one by the late broadcaster and celebrity local historian Mel Leavitt. The Court of Two Sisters Cookbook: With a History of the French Quarter and the Restaurant, compiled with the assistance of the Two Sisters’ proprietor, Joseph Fein Joseph III, was first published in 1992 and has been so enduringly popular that it is in its eighth printing. These texts, in common with many others of this type, trace a triumph-over-adversity company history that incorporates a series of mildly scintillating anecdotes, lists of famous chefs and diners, and signature recipes. Although obviously focused on an external readership, they can also be characterised as an instance of what David M. Boje calls an organisation’s “story performance” (106) as the process of creating these narratives mobilises an organisation’s (in these cases, a commercial enterprise’s) internal information processing and narrative building activities. Studies of contemporary restaurants are much more rarely written without any involvement from the eatery’s personnel. When these are, the results tend to have much in common with more critical studies such as Fast Food Nation, as well as so-called architectural ‘building biographies’ which attempt to narrate the historical and social forces that “explain the shapes and uses” (Ellis, Chao & Parrish 70) of the physical structures we create. Examples of this would include Harding’s study of the importance of the Boeuf sur le Toit in Parisian life in the 1920s and Middlebrook’s social history of London’s Strand Corner House. Such work agrees with Kopytoff’s assertion—following Appadurai’s proposal that objects possess their own ‘biographies’ which need to be researched and expressed—that such inquiry can reveal not only information about the objects under consideration, but also about readers as we examine our “cultural […] aesthetic, historical, and even political” responses to these narratives (67). The life story of a restaurant will necessarily be entangled with those of the figures who have been involved in its establishment and development, as well as the narratives they create around the business. This following brief study of The Spotted Pig, however, written without the assistance of the establishment’s personnel, aims to outline a life story for this eatery in order to reflect upon the pig’s place in contemporary dining practice in New York as raw foodstuff, fashionable comestible, product, brand, symbol and marketing tool, as well as, at times, purely as an animal identity. The Spotted Pig Widely profiled before it even opened, The Spotted Pig is reportedly one of the city’s “most popular” restaurants (Michelin 349). It is profiled in all the city guidebooks I could locate in print and online, featuring in some of these as a key stop on recommended itineraries (see, for instance, Otis 39). A number of these proclaim it to be the USA’s first ‘gastropub’—the term first used in 1991 in the UK to describe a casual hotel/bar with good food and reasonable prices (Farley). The Spotted Pig is thus styled on a shabby-chic version of a traditional British hotel, featuring a cluttered-but-well arranged use of pig-themed objects and illustrations that is described by latest Michelin Green Guide of New York City as “a country-cute décor that still manages to be hip” (Michelin 349). From the three-dimensional carved pig hanging above the entrance in a homage to the shingles of traditional British hotels, to the use of its image on the menu, website and souvenir tee-shirts, the pig as motif proceeds its use as a foodstuff menu item. So much so, that the restaurant is often (affectionately) referred to by patrons and reviewers simply as ‘The Pig’. The restaurant has become so well known in New York in the relatively brief time it has been operating that it has not only featured in a number of novels and memoirs, but, moreover, little or no explanation has been deemed necessary as the signifier of “The Spotted Pig” appears to convey everything that needs to be said about an eatery of quality and fashion. In the thriller Lethal Experiment: A Donovan Creed Novel, when John Locke’s hero has to leave the restaurant and becomes involved in a series of dangerous escapades, he wants nothing more but to get back to his dinner (107, 115). The restaurant is also mentioned a number of times in Sex and the City author Candace Bushnell’s Lipstick Jungle in relation to a (fictional) new movie of the same name. The joke in the book is that the character doesn’t know of the restaurant (26). In David Goodwillie’s American Subversive, the story of a journalist-turned-blogger and a homegrown terrorist set in New York, the narrator refers to “Scarlett Johansson, for instance, and the hostess at the Spotted Pig” (203-4) as the epitome of attractiveness. The Spotted Pig is also mentioned in Suzanne Guillette’s memoir, Much to Your Chagrin, when the narrator is on a dinner date but fears running into her ex-boyfriend: ‘Jack lives somewhere in this vicinity […] Vaguely, you recall him telling you he was not too far from the Spotted Pig on Greenwich—now, was it Greenwich Avenue or Greenwich Street?’ (361). The author presumes readers know the right answer in order to build tension in this scene. Although this success is usually credited to the joint efforts of backer, music executive turned restaurateur Ken Friedman, his partner, well-known chef, restaurateur, author and television personality Mario Batali, and their UK-born and trained chef, April Bloomfield (see, for instance, Batali), a significant part has been built on Bloomfield’s pork cookery. The very idea of a “spotted pig” itself raises a central tenet of Bloomfield’s pork/food philosophy which is sustainable and organic. That is, not the mass produced, industrially farmed pig which produces a leaner meat, but the fatty, tastier varieties of pig such as the heritage six-spotted Berkshire which is “darker, more heavily marbled with fat, juicier and richer-tasting than most pork” (Fabricant). Bloomfield has, indeed, made pig’s ears—long a Chinese restaurant staple in the city and a key ingredient of Southern US soul food as well as some traditional Japanese and Spanish dishes—fashionable fare in the city, and her current incarnation, a crispy pig’s ear salad with lemon caper dressing (TSP 2010) is much acclaimed by reviewers. This approach to ingredients—using the ‘whole beast’, local whenever possible, and the concentration on pork—has been underlined and enhanced by a continuing relationship with UK chef Fergus Henderson. In his series of London restaurants under the banner of “St. John”, Henderson is famed for the approach to pork cookery outlined in his two books Nose to Tail Eating: A Kind of British Cooking, published in 1999 (re-published both in the UK and the US as The Whole Beast: Nose to Tail Eating), and Beyond Nose to Tail: A Kind of British Cooking: Part II (coauthored with Justin Piers Gellatly in 2007). Henderson has indeed been identified as starting a trend in dining and food publishing, focusing on sustainably using as food the entirety of any animal killed for this purpose, but which mostly focuses on using all parts of pigs. In publishing, this includes Hugh Fearnley-Whittingstall’s The River Cottage Meat Book, Peter Kaminsky’s Pig Perfect, subtitled Encounters with Some Remarkable Swine and Some Great Ways to Cook Them, John Barlow’s Everything but the Squeal: Eating the Whole Hog in Northern Spain and Jennifer McLagan’s Fat: An Appreciation of a Misunderstood Ingredient, with Recipes (2008). In restaurants, it certainly includes The Spotted Pig. So pervasive has embrace of whole beast pork consumption been in New York that, by 2007, Bruni could write that these are: “porky times, fatty times, which is to say very good times indeed. Any new logo for the city could justifiably place the Big Apple in the mouth of a spit-roasted pig” (Bruni). This demand set the stage perfectly for, in October 2007, Henderson to travel to New York to cook pork-rich menus at The Spotted Pig in tandem with Bloomfield (Royer). He followed this again in 2008 and, by 2009, this annual event had become known as “FergusStock” and was covered by local as well as UK media, and a range of US food weblogs. By 2009, it had grown to become a dinner at the Spotted Pig with half the dishes on the menu by Henderson and half by Bloomfield, and a dinner the next night at David Chang’s acclaimed Michelin-starred Momofuku Noodle Bar, which is famed for its Cantonese-style steamed pork belly buns. A third dinner (and then breakfast/brunch) followed at Friedman/Bloomfield’s Breslin Bar and Dining Room (discussed below) (Rose). The Spotted Pig dinners have become famed for Henderson’s pig’s head and pork trotter dishes with the chef himself recognising that although his wasn’t “the most obvious food to cook for America”, it was the case that “at St John, if a couple share a pig’s head, they tend to be American” (qtd. in Rose). In 2009, the pigs’ head were presented in pies which Henderson has described as “puff pastry casing, with layers of chopped, cooked pig’s head and potato, so all the lovely, bubbly pig’s head juices go into the potato” (qtd. in Rose). Bloomfield was aged only 28 when, in 2003, with a recommendation from Jamie Oliver, she interviewed for, and won, the position of executive chef of The Spotted Pig (Fabricant; Q&A). Following this introduction to the US, her reputation as a chef has grown based on the strength of her pork expertise. Among a host of awards, she was named one of US Food & Wine magazine’s ten annual Best New Chefs in 2007. In 2009, she was a featured solo session titled “Pig, Pig, Pig” at the fourth Annual International Chefs Congress, a prestigious New York City based event where “the world’s most influential and innovative chefs, pastry chefs, mixologists, and sommeliers present the latest techniques and culinary concepts to their peers” (Starchefs.com). Bloomfield demonstrated breaking down a whole suckling St. Canut milk raised piglet, after which she butterflied, rolled and slow-poached the belly, and fried the ears. As well as such demonstrations of expertise, she is also often called upon to provide expert comment on pork-related news stories, with The Spotted Pig regularly the subject of that food news. For example, when a rare, heritage Hungarian pig was profiled as a “new” New York pork source in 2009, this story arose because Bloomfield had served a Mangalitsa/Berkshire crossbreed pig belly and trotter dish with Agen prunes (Sanders) at The Spotted Pig. Bloomfield was quoted as the authority on the breed’s flavour and heritage authenticity: “it took me back to my grandmother’s kitchen on a Sunday afternoon, windows steaming from the roasting pork in the oven […] This pork has that same authentic taste” (qtd. in Sanders). Bloomfield has also used this expert profile to support a series of pork-related causes. These include the Thanksgiving Farm in the Catskill area, which produces free range pork for its resident special needs children and adults, and helps them gain meaningful work-related skills in working with these pigs. Bloomfield not only cooks for the project’s fundraisers, but also purchases any excess pigs for The Spotted Pig (Estrine 103). This strong focus on pork is not, however, exclusive. The Spotted Pig is also one of a number of American restaurants involved in the Meatless Monday campaign, whereby at least one vegetarian option is included on menus in order to draw attention to the benefits of a plant-based diet. When, in 2008, Bloomfield beat the Iron Chef in the sixth season of the US version of the eponymous television program, the central ingredient was nothing to do with pork—it was olives. Diversifying from this focus on ‘pig’ can, however, be dangerous. Friedman and Bloomfield’s next enterprise after The Spotted Pig was The John Dory seafood restaurant at the corner of 10th Avenue and 16th Street. This opened in November 2008 to reviews that its food was “uncomplicated and nearly perfect” (Andrews 22), won Bloomfield Time Out New York’s 2009 “Best New Hand at Seafood” award, but was not a success. The John Dory was a more formal, but smaller, restaurant that was more expensive at a time when the financial crisis was just biting, and was closed the following August. Friedman blamed the layout, size and neighbourhood (Stein) and its reservation system, which limited walk-in diners (ctd. in Vallis), but did not mention its non-pork, seafood orientation. When, almost immediately, another Friedman/Bloomfield project was announced, the Breslin Bar & Dining Room (which opened in October 2009 in the Ace Hotel at 20 West 29th Street and Broadway), the enterprise was closely modeled on the The Spotted Pig. In preparation, its senior management—Bloomfield, Friedman and sous-chefs, Nate Smith and Peter Cho (who was to become the Breslin’s head chef)—undertook a tasting tour of the UK that included Henderson’s St. John Bread & Wine Bar (Leventhal). Following this, the Breslin’s menu highlighted a series of pork dishes such as terrines, sausages, ham and potted styles (Rosenberg & McCarthy), with even Bloomfield’s pork scratchings (crispy pork rinds) bar snacks garnering glowing reviews (see, for example, Severson; Ghorbani). Reviewers, moreover, waxed lyrically about the menu’s pig-based dishes, the New York Times reviewer identifying this focus as catering to New York diners’ “fetish for pork fat” (Sifton). This representative review details not only “an entree of gently smoked pork belly that’s been roasted to tender goo, for instance, over a drift of buttery mashed potatoes, with cabbage and bacon on the side” but also a pig’s foot “in gravy made of reduced braising liquid, thick with pillowy shallots and green flecks of deconstructed brussels sprouts” (Sifton). Sifton concluded with the proclamation that this style of pork was “very good: meat that is fat; fat that is meat”. Concluding remarks Bloomfield has listed Michael Ruhlman’s Charcuterie as among her favourite food books. Publishers Weekly reviewer called Ruhlman “a food poet, and the pig is his muse” (Q&A). In August 2009, it was reported that Bloomfield had always wanted to write a cookbook (Marx) and, in July 2010, HarperCollins imprint Ecco publisher and foodbook editor Dan Halpern announced that he was planning a book with her, tentatively titled, A Girl and Her Pig (Andriani “Ecco Expands”). As a “cookbook with memoir running throughout” (Maurer), this will discuss the influence of the pig on her life as well as how to cook pork. This text will obviously also add to the data known about The Spotted Pig, but until then, this brief gastrobiography has attempted to outline some of the human, and in this case, animal, stories that lie behind all businesses. References Andrews, Colman. “Its Up To You, New York, New York.” Gourmet Apr. (2009): 18-22, 111. Andriani, Lynn. “Ecco Expands Cookbook Program: HC Imprint Signs Up Seven New Titles.” Publishers Weekly 12 Jul. (2010) 3 Sep. 2010 http://www.publishersweekly.com/pw/by-topic/book-news/cooking/article/43803-ecco-expands-cookbook-program.html Andriani, Lynn. “Gourmand Awards Receive Record Number of Cookbook Entries.” Publishers Weekly 27 Sep. 2010 http://www.publishersweekly.com/pw/by-topic/book-news/cooking/article/44573-gourmand-awards-receive-record-number-of-cookbook-entries.html Appadurai, Arjun. The Social Life of Things: Commodities in Cultural Perspectives. Cambridge (UK): Cambridge University Press, 2003. First pub. 1986. Baeder, John. Gas, Food, and Lodging. New York: Abbeville Press, 1982. Barlow, John. Everything But the Squeal: Eating the Whole Hog in Northern Spain. New York: Farrar, Straus and Giroux, 2008. Batali, Mario. “The Spotted Pig.” Mario Batali 2010. 3 Sep. 2010 http://www.mariobatali.com/restaurants_spottedpig.cfm Boje, David M. “The Storytelling Organization: A Study of Story Performance in an Office-Supply Firm.” Administrative Science Quarterly 36.1 (1991): 106-126. Brien, Donna Lee. “Writing to Understand Ourselves: An Organisational History of the Australian Association of Writing Programs 1996–2010.” TEXT: Journal of Writing and Writing Courses Apr. 2010 http://www.textjournal.com.au/april10/brien.htm Bruni, Frank. “Fat, Glorious Fat, Moves to the Center of the Plate.” New York Times 13 Jun. 2007. 3 Sep. 2010 http://www.nytimes.com/2007/06/13/dining/13glut.html Bruni, Frank. “Stuffed Pork.” New York Times 25 Jan. 2006. 4 Sep. 2010 http://events.nytimes.com/2006/01/25/dining/reviews/25rest.html Bushnell, Candace. Lipstick Jungle. New York: Hyperion Books, 2008. Byrnes, Paul. Qantas by George!: The Remarkable Story of George Roberts. Sydney: Watermark, 2000. Chinn, Carl. The Cadbury Story: A Short History. Studley, Warwickshire: Brewin Books, 1998. Dunstan, David and Chaitman, Annette. “Food and Drink: The Appearance of a Publishing Subculture.” Ed. David Carter and Anne Galligan. Making Books: Contemporary Australian Publishing. St Lucia: U of Queensland P, 2007: 333-351. Ellis, W. Russell, Tonia Chao and Janet Parrish. “Levi’s Place: A Building Biography.” Places 2.1 (1985): 57-70. Estrine, Darryl. Harvest to Heat: Cooking with America’s Best Chefs, Farmers, and Artisans. Newton CT: The Taunton Press, 2010 Fabricant, Florence. “Food stuff: Off the Menu.” New York Times 26 Nov. 2003. 3 Sep. 2010 http://www.nytimes.com/2003/11/26/dining/food-stuff-off-the-menu.html?ref=april_bloomfield Fabricant, Florence. “Food Stuff: Fit for an Emperor, Now Raised in America.” New York Times 23 Jun. 2004. 2 Sep. 2010 http://www.nytimes.com/2004/06/23/dining/food-stuff-fit-for-an-emperor-now-raised-in-america.html Farley, David. “In N.Y., An Appetite for Gastropubs.” The Washington Post 24 May 2009. 1 Sep. 2010 http://www.washingtonpost.com/wp-dyn/content/article/2009/05/22/AR2009052201105.html Fearnley-Whittingstall, Hugh. The River Cottage Meat Book. London: Hodder & Stoughton, 2004. Food & Wine Magazine. “Food & Wine Magazine Names 19th Annual Best New Chefs.” Food & Wine 4 Apr. 2007. 3 Sep. 2010 http://www.foodandwine.com/articles/2007-best-new-chefs Fossi, Gloria. Uffizi Gallery: Art, History, Collections. 4th ed. Florence Italy: Giunti Editore, 2001. Garden, Don. Builders to the Nation: The A.V. Jennings Story. Carlton: Melbourne U P, 1992. Ghorbani, Liza. “Boîte: In NoMad, a Bar With a Pub Vibe.” New York Times 26 Mar. 2010. 3 Sep. 2010 http://www.nytimes.com/2010/03/28/fashion/28Boite.html Goodwillie, David. American Subversive. New York: Scribner, 2010. Guillette, Suzanne. Much to Your Chagrin: A Memoir of Embarrassment. New York, Atria Books, 2009. Henderson, Fergus. Nose to Tail Eating: A Kind of British Cooking. London: Pan Macmillan, 1999 Henderson, Fergus and Justin Piers Gellatly. Beyond Nose to Tail: A Kind of British Cooking: Part I1. London: Bloomsbury Publishing, 2007. Hughes, Kathryn. “Food Writing Moves from Kitchen to bookshelf.” The Guardian 19 Jun. 2010. 1 Sep. 2010 http://www.guardian.co.uk/books/2010/jun/19/anthony-bourdain-food-writing Jakle, John A. and Keith A. Sculle. Fast Food: Roadside Restaurants in the Automobile Age. Baltimore: Johns Hopkins U P, 1999. Jones, Lois. EasyJet: The Story of Britain's Biggest Low-cost Airline. London: Aurum, 2005. Kaminsky, Peter. “Feeding Time at Le Zoo.” New York Magazine 12 Jun. 1995: 65. Kaminsky, Peter. Pig Perfect: Encounters with Some Remarkable Swine and Some Great Ways To Cook Them. New York: Hyperion 2005. Koda, Harold, Andrew Bolton and Rhonda K. Garelick. Chanel. New York: Metropolitan Museum of Art, 2005. Kopytoff, Igor. “The Cultural Biography of Things: Commoditization as Process.” The Social Life of things: Commodities in Cultural Perspectives. Ed. Arjun Appadurai. Cambridge (UK): Cambridge U P, 2003. 64-94. (First pub. 1986). Kroc, Ray and Robert Anderson. Grinding It Out: The Making of McDonald’s, Chicago: H. Regnery, 1977 Leavitt, Mel. The Court of Two Sisters Cookbook: With a History of the French Quarter and the Restaurant. Gretna, LA: Pelican Publishing, 2005. Pub. 1992, 1994, 1996, 1998, 2000, 2001, 2003. Leventhal, Ben. “April Bloomfield & Co. Take U.K. Field Trip to Prep for Ace Debut.” Grub Street 14 Apr. 2009. 3 Sep. 2010 http://newyork.grubstreet.com/2009/04/april_bloomfield_co_take_uk_field_trip_to_prep_for_ace_debut.html Fast Food Nation. R. Linklater (Dir.). Fox Searchlight Pictures, 2006. Liu, Warren K. KFC in China: Secret Recipe for Success. Singapore & Hoboken, NJ: John Wiley (Asia), 2008. Locke, John. Lethal Experiment: A Donovan Creed Novel. Bloomington: iUniverse, 2009. Love, John F. McDonald’s: Behind the Arches. Toronto & New York: Bantam, 1986. 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This paper seeks to situate 'chat' in the context of an evolving media-scape. I will argue that for at least a century and half new media have been expanding the spatial scale of communications, and in so doing altering the local contexts in which individuals communicate. This development is closely aligned with the genesis and evolution of an urban form that is itself significantly reliant on these new types of mediated communication. Individuals pursuing their everyday life in this environment must, as a matter of course, negotiate a complex array of media and communications. In doing so, they must also move through a range of media spaces on a continuum from the local to the global. Chat -- defined here as informal face-to-face conversation conducted in the familiarity of a shared context1 -- is a form of communication that seems to have persisted despite the changes noted above. Chat, then, provides a point of comparison from which to assess the effect of mediated communication. It also provides a link to a local communications space. I will argue that this local communications space is where individuals 'make sense' of a communications environment that operates primarily on a scale well beyond the local and well beyond that which most of us can hope to affect. The Rise of the Global, the Decline of the Local Carey (1981) argues that in the United States during the 19th century, as local communications were supplanted by a centralised national communications grid, local cultures and local politics were also supplanted. For Carey, the example of the telegraph is particularly relevant. He notes that the telegraph enabled communication to move faster than transportation for the first time (Communications as Culture 204-5). Giving the example of the trading of commodities, Carey argues that this property made the telegraph a powerful agent of decentralisation. The speed with which the telegraph could deliver business information allowed it to eliminate spatial differences by connecting all places within its network on an equal basis. In his words, "the telegraph puts everyone in the same place for the purposes of trade; it made geography irrelevant" (Communications as Culture 217). Yet despite this property of the medium of telegraphy, the establishment of a telegraph system in the United States only served to reinforce the dominance of New York as the central hub in the national network of transport and communications. The predominance of New York was established as early as the 1840s with the development of significant canal and railroad systems and although: this pattern of information movement has been importantly altered since the 1840s, its persistence, at least in outline, is even more striking ... despite the enormous size of the United States, a particular pattern of geographic concentration developed that gave inordinate power to certain urban centres. This development undercut local and regional culture. (Carey, "Culture, Geography, and Communications" 82)2 Thus the new medium of telegraphy expanded the scale of communication, bringing with it both the capacity to extend the individual beyond his or her own locality and the ability to make a particular locality and the individuals in it irrelevant. Carey concludes that the way electronic communications were initially deployed in the United States intensified the strength of the central communications hub. This increased the spatial extension and power of some at the hub, but with powerful and negative consequences for many local communities. McLuhan similarly emphasised the transformative power particularly of electronic communications, as illustrated in his now famous statement: In a culture like ours, long accustomed to splitting and dividing all things as a means of control, it is sometimes a bit of a shock to be reminded that the medium is the message. This is merely to say that the personal and social consequences of any medium -- that is, of any extension of ourselves -- result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology. (McLuhan 15) The Rise of the Urban and a More Mediated Local Context Baldastry's study The Commercialisation of News in the Nineteenth Century shows a similar triumph of a medium able to command an expanded spatial reach over a more localised medium. It also demonstrates the changing role of media in the social relations of an increasingly urbanised population. Baldastry contrasts an earlier and more local partisan press with what was, then, an emergent large scale, fully commercial press (Baldastry 139). While the partisan newspapers of the earlier part of the 19th century needed to raise money to publish, their primary motivation was politics. The partisan press expressed strong views and assumed an already existing stock of knowledge embedded in the small community which formed its readership: The prototypical partisan newspaper of the Jacksonian era had a small circulation (a few hundred), appeared weekly, and circulated within its own region. Its readers were the inhabitants of small villages and towns, and local farmers. Word of mouth supplied the everyday news. (Baldastry 49) Increased urbanisation during the 19th century created a large, more easily accessible and more literate mass market for newspapers and their advertisers. By the 1850s, virtually every family in New York City was buying a newspaper. By 1880, six cities consumed 50% of the country's daily sheets (Baldastry 49). At the same time urban dwellers had a greater need for the news of events in their cities because the greater complexity of social organisation and weakened face-to-face ties meant it could not be provided in the traditional way. It could be said that urbanisation created new roles for the newspaper as the surveyor and synthesiser of large and dispersed urban populations (Baldastry 142). Following Berland, it can also be argued that the mass circulation commercial newspaper was also a constituent element in this urban form.3 The new media space provided by the mass circulation newspaper can be seen as an enabling element in the new form of social and spatial organisation present in the city. From this perspective, the evolution of the mass circulation press was both a response to and an agent in the rapid expansion of large metropolitan centres. Local News Mediating the Global in Local Terms There is little doubt that the complexity, scale and amount of mediation has increased significantly since these times. It is, then, interesting to reflect on the role that chat, particularly face-to-face chat, continues to play in a more intensely mediated society. In a world where so much social interaction occurs through communications media, chat may be a subversive element to a certain extent. Its happenstance form is 'other' to mediated communications. It produces its own communicative space in a random and ad-hoc manner. It lies outside the market and the state. However, mediated communications form an important context for chat. In particular, I believe that the role that chat may play in empowering individuals as they traverse this increasingly complex media scape will be reinforced by the availability of local media, with news media being a critical example of local media. The local news, weather, sport and advertising carried by local newspapers and the local windows of radio and television are all important contexts for chat. One of the reasons for this is that we can assume some level of shared knowledge or interest about these topics. At one level, a globalised media may bring us all together; for example, United States produced film and television programming might provide something to chat about for people of many nations and across most localities within Australia. However, for most of us, the realm of our personal effectivity -- what we can hope to influence and what affects us -- is highly local in character. As the preceding discussion points out, and as supported by analysis of Australian media4, the economics of media mean that continued viability of local news can not be guaranteed. In contemplating the absence of local news media it is instructive to think of the gap this creates between the places where the big decisions are made -- the State, national and global metropoles -- and the reporting of the effects of these decisions in our various locales. While it is easy enough to criticise local media for being parochial (what media isn't?) such a gap is profoundly dis-empowering. Also absent is any active construction of the local; that is, the binding together which comes from near universal access to media with a local context. One example of how local news media can work to both construct a local identity and to act as an intermediary between the local and the global is provided by Richardson in her analysis of Tamworth's local newspaper. She argues that by constructing a local 'world view' the local newspaper exerts a strong influence on how people make sense of global phenomena. While not necessarily cohering with the reality of life in Tamworth, this local 'world view' significantly influences the way local people deal with a world beyond the town which is in many ways threatening. Thus, through the pages of the local news "the country has actually appropriated even assimilated many of the notions that are most often associated with change [globalisation] in today's society, it also seems that this assimilation is on the country's terms" (Richardson 4). Unmediated chat may then be viewed as a sort of micro-local communication5. It operates on a much smaller scale than even local news media. However, local media may well be a significant resource used by people chatting about, trying to make sense of and seeking to act in a world in which communications media are becoming increasingly global. Chat is then one aspect of a complex communications environment where individuals routinely navigate through a range of media spaces -- from the most local through to the most global -- in the course of a day. It can also be seen as a potential site for subversion, appropriation and assimilation of communications and media operating on larger scales. The notion of 'transition discourse', introduced by Wills, may be a productive way of beginning to think about this issue. Transition discourses are the processes of temporary cultures that are essential to explain change. Thus, transition discourses are also temporary mannerisms and body techniques of 'habitus'. "Habitus refers to specialised techniques and ingrained knowledges which enable people to negotiate the different departments of existence" (Wills 3, qtd. in Craik). Both chat and local media may then serve as transition discourses, helping us to assimilate a constantly changing media-scape. Footnotes Communications media such as the telephone and e-mail support types of chat that do not fit this definition. These contexts are worthy of separate investigation. It is relevant to note that Carey's (1981) work is in turn influenced by the Canadian communications theorist, Harold Innis. Innis was not only a seminal communications theorist in his own right but also a major influence on the more famous Marshall McLuhan. In particular, Carey's argument that technological innovation in the medium of communications is central to social change draws on Innis's binary opposition between space binding and time binding media. Here any given medium is biased in terms of control of time or of space. Importantly for this discussion, time-binding media are associated very closely with oral culture, while space-binding media such as the telegraph are associated with demise of oral culture. For example, stone tablets are difficult to transport but durable and thus time-biased; while paper is easy to transport, but far less durable and thus space-biased. This bias will affect the type of social organisation possible and promote the growth of some types of institutions at the expense of others. Space-binding media facilitate the growth of empire because they "encourage a concern with expansion and the present ... the growth of the state, the military, and decentralised and expansionist institutions" (Carey, "Harold Innis and Marshall McLuhan" 275). On the other hand, time-binding media are said to encourage a concern with cultural maintenance, the past, religion, hierarchical organisation and contractionist institutions (Carey, "Harold Innis and Marshall McLuhan" 275). Berland's argument is based on the example of the spatial impact of television on the suburban form of cities in the post World War Two era. See O'Regan and Frankland for discussions of the impact of changes within broadcast television on locality specific content in regional Australia and in the capital cities. It is, in part, dependent upon the way we move through the physical space of our towns and suburbs. References Baldastry, Gerald. The Commercialization of the News in the 19th Century. Wisconsin: U of Wisconsin P, 1992. Berland, Jody. "Angels Dancing: Cultural Technologies and the Production of Space." Cultural Studies. Ed. Lawrence Grossberg. New York: Routledge, 1992. 38-55. Carey, James. Communications as Culture. London: Unwin Hyman, 1989. ---. "Culture, Geography, and Communications: The Work of Harold Innis in an American Context." Culture, Communication and Dependency. W. Melody, L. Salter, and P. Heyer, eds. New Jersey: Ablex, 1981. 73-91. ---. "Harold Innis and Marshall McLuhan." McLuhan Pro and Con. Ed. R. Rosenthal. Baltimore: Pelican, 1969. 270-308. Craik, J. The Face of Fashion: Cultural Studies in Fashion. London: Routledge, 1994. Frankland, Mark. "Australian Television as Communications Space, Programming Space and Public Space." Unpublished doctoral dissertation, La Trobe University, Melbourne, 1999. Innis, Harold. Empire and Communications. London: Oxford UP, 1950. McLuhan, Marshall. Understanding the Media: The Extensions of Man. London: Sage, 1967. Warwick Mules. "Virtual Culture, Time and Images: Beyond Representation." M/C: A Journal of Media and Culture 3.2 (2000). 19 Aug. 2000 <http://www.api-network.com/mc/0005/images.php>. O'Regan, Tom."Towards a High Communication Policy: Assessing Recent Changes within Australian Broadcasting." Continuum 2.1 (1988): 135-58. Catherine Richardson. "The Politics of a Country Culture: State of Mind or State of Being?" M/C: A Journal of Media and Culture 3.2 (2000). 19 Aug. 2000 <http://www.api-network.com/mc/0005/country.php>. Nadine Wills. "Clothing Borders: Transition Discourses, National Costumes and the Boundaries of Culture." M/C: A Journal of Media and Culture 3.2 (2000). 19 Aug. 2000 <http://www.api-network.com/mc/0005/clothing.php>. Citation reference for this article MLA style: Mark Frankland. "Chatting in the Neighbourhood -- Does It Have a Place in the World of Globalised Media?." M/C: A Journal of Media and Culture 3.4 (2000). [your date of access] <http://www.api-network.com/mc/0008/media.php>. Chicago style: Mark Frankland, "Chatting in the Neighbourhood -- Does It Have a Place in the World of Globalised Media?," M/C: A Journal of Media and Culture 3, no. 4 (2000), <http://www.api-network.com/mc/0008/media.php> ([your date of access]). APA style: Mark Frankland. (2000) Chatting in the neighbourhood -- does it have a place in the world of globalised media?. M/C: A Journal of Media and Culture 3(4). <http://www.api-network.com/mc/0008/media.php> ([your date of access]).

Image 1: Hasbro/Tiger Electronics 1998 Furby. (Photo credit: Author) Introduction Since the mid-1990s robotic and digital creatures designed to offer social interaction and companionship have been developed for commercial and research interests. Integral to encouraging positive experiences with these creatures has been the use of cute aesthetics that aim to endear companions to their human users. During this time there has also been a growth in online communities that engage in cultural production through fan fiction responses to existing cultural artefacts, including the widely recognised electronic companion, Hasbro’s Furby (image 1). These user stories and Furby’s online representation in general, demonstrate that contrary to the intentions of their designers and marketers, Furbys are not necessarily received as cute, or the embodiment of the helpless and harmless demeanour that goes along with it. Furbys’ large, lash-framed eyes, small, or non-existent limbs, and baby voice are typical markers of cuteness but can also evoke another side of cuteness—monstrosity, especially when the creature appears physically capable instead of helpless (Brzozowska-Brywczynska 217). Furbys are a particularly interesting manifestation of the cute aesthetic because it is used as tool for encouraging attachment to a socially interactive electronic object, and therefore intersects with existing ideas about technology and nonhuman companions, both of which often embody a sense of otherness. This paper will explore how cuteness intersects withand transitions into monstrosity through online representations of Furbys, troubling their existing design and marketing narrative by connecting and likening them to other creatures, myths, and anecdotes. Analysis of narrative in particular highlights the instability of cuteness, and cultural understandings of existing cute characters, such as the gremlins from the film Gremlins (Dante) reinforce the idea that cuteness should be treated with suspicion as it potentially masks a troubling undertone. Ultimately, this paper aims to interrogate the cultural complexities of designing electronic creatures through the stories that people tell about them online. Fan Production Authors of fan fiction are known to creatively express their responses to a variety of media by appropriating the characters, settings, and themes of an original work and sharing their cultural activity with others (Jenkins 88). On a personal level, Jenkins (103) argues that “[i]n embracing popular texts, the fans claim those works as their own, remaking them in their own image, forcing them to respond to their needs and to gratify their desires.” Fan fiction authors are motivated to write not for financial or professional gains but for personal enjoyment and fan recognition, however, their production does not necessarily come from favourable opinions of an existing text. The antifan is an individual who actively hates a text or cultural artefact and is mobilised in their dislike to contribute to a community of others who share their views (Gray 841). Gray suggests that both fan and antifan activity contribute to our understanding of the kinds of stories audiences want: Although fans may wish to bring a text into everyday life due to what they believe it represents, antifans fear or do not want what they believe it represents and so, as with fans, antifan practice is as important an indicator of interactions between the textual and public spheres. (855) Gray reminds that fans, nonfans, and antifans employ different interpretive strategies when interacting with a text. In particular, while fans intimate knowledge of a text reflects their overall appreciation, antifans more often focus on the “dimensions of the moral, the rational-realistic, [or] the aesthetic” (856) that they find most disagreeable. Additionally, antifans may not experience a text directly, but dislike what knowledge they do have of it from afar. As later examples will show, the treatment of Furbys in fan fiction arguably reflects an antifan perspective through a sense of distrust and aversion, and analysing it can provide insight into why interactions with, or indirect knowledge of, Furbys might inspire these reactions. Derecho argues that in part because of the potential copyright violation that is faced by most fandoms, “even the most socially conventional fan fiction is an act of defiance of corporate control…” (72). Additionally, because of the creative freedom it affords, “fan fiction and archontic literature open up possibilities – not just for opposition to institutions and social systems, but also for a different perspective on the institutional and the social” (76). Because of this criticality, and its subversive nature, fan fiction provides an interesting consumer perspective on objects that are designed and marketed to be received in particular ways. Further, because much of fan fiction draws on fictional content, stories about objects like Furby are not necessarily bound to reality and incorporate fantastical, speculative, and folkloric readings, providing diverse viewpoints of the object. Finally, if, as robotics commentators (cf. Levy; Breazeal) suggest, companionable robots and technologies are going to become increasingly present in everyday life, it is crucial to understand not only how they are received, but also where they fit within a wider cultural sphere. Furbys can be seen as a widespread, if technologically simple, example of these technologies and are often treated as a sign of things to come (Wilks 12). The Design of Electronic Companions To compete with the burgeoning market of digital and electronic pets, in 1998 Tiger Electronics released the Furby, a fur-covered, robotic creature that required the user to carry out certain nurturance duties. Furbys expected feeding and entertaining and could become sick and scared if neglected. Through a program that advanced slowly over time regardless of external stimulus, Furbys appeared to evolve from speaking entirely Furbish, their mother tongue, to speaking English. To the user, it appeared as though their interactions with the object were directly affecting its progress and maturation because their care duties of feeding and entertaining were happening parallel to the Furbish to English transition (Turkle, Breazeal, Daste, & Scassellati 314). The design of electronic companions like Furby is carefully considered to encourage positive emotional responses. For example, Breazeal (2002 230) argues that a robot will be treated like a baby, and nurtured, if it has a large head, big eyes, and pursed lips. Kinsella’s (1995) also emphasises cute things need for care as they are “soft, infantile, mammalian, round, without bodily appendages (e.g. arms), without bodily orifices (e.g. mouths), non-sexual, mute, insecure, helpless or bewildered” (226). From this perspective, Furbys’ physical design plays a role in encouraging nurturance. Such design decisions are reinforced by marketing strategies that encourage Furbys to be viewed in a particular way. As a marketing tool, Harris (1992) argues that: cuteness has become essential in the marketplace in that advertisers have learned that consumers will “adopt” products that create, often in their packaging alone, an aura of motherlessness, ostracism, and melancholy, the silent desperation of the lost puppy dog clamoring to be befriended - namely, to be bought. (179) Positioning Furbys as friendly was also important to encouraging a positive bond with a caregiver. The history, or back story, that Furbys were given in the instruction manual was designed to convey their kind, non-threatening nature. Although alive and unpredictable, it was crucial that Furbys were not frightening. As imaginary living creatures, the origin of Furbys required explaining: “some had suggested positioning Furby as an alien, but that seemed too foreign and frightening for little girls. By May, the thinking was that Furbies live in the clouds – more angelic, less threatening” (Kirsner). In creating this story, Furby’s producers both endeared the object to consumers by making it seem friendly and inquisitive, and avoided associations to its mass-produced, factory origins. Monstrous and Cute Furbys Across fan fiction, academic texts, and media coverage there is a tendency to describe what Furbys look like by stringing together several animals and objects. Furbys have been referred to as a “mechanized ball of synthetic hair that is part penguin, part owl and part kitten” (Steinberg), a “cross between a hamster and a bird…” (Lawson & Chesney 34), and “ “owl-like in appearance, with large bat-like ears and two large white eyes with small, reddish-pink pupils” (ChaosInsanity), to highlight only a few. The ambiguous appearance of electronic companions is often a strategic decision made by the designer to avoid biases towards specific animals or forms, making the companion easier to accept as “real” or “alive” (Shibata 1753). Furbys are arguably evidence of this strategy and appear to be deliberately unfamiliar. However, the assemblage, and exaggeration, of parts that describes Furbys also conjures much older associations: the world of monsters in gothic literature. Notice the similarities between the above attempts to describe what Furbys looks like, and a historical description of monsters: early monsters are frequently constructed out of ill-assorted parts, like the griffin, with the head and wings of an eagle combined with the body and paws of a lion. Alternatively, they are incomplete, lacking essential parts, or, like the mythological hydra with its many heads, grotesquely excessive. (Punter & Byron 263) Cohen (6) argues that, metaphorically, because of their strange visual assembly, monsters are displaced beings “whose externally incoherent bodies resist attempts to include them in any systematic structuration. And so the monster is dangerous, a form suspended between forms that threatens to smash distinctions.” Therefore, to call something a monster is also to call it confusing and unfamiliar. Notice in the following fan fiction example how comparing Furby to an owl makes it strange, and there seems to be uncertainty around what Furbys are, and where they fit in the natural order: The first thing Heero noticed was that a 'Furby' appeared to be a childes toy, shaped to resemble a mutated owl. With fur instead of feathers, no wings, two large ears and comical cat paws set at the bottom of its pudding like form. Its face was devoid of fuzz with a yellow plastic beak and too large eyes that gave it the appearance of it being addicted to speed [sic]. (Kontradiction) Here is a character unfamiliar with Furbys, describing its appearance by relating it to animal parts. Whether Furbys are cute or monstrous is contentious, particularly in fan fictions where they have been given additional capabilities like working limbs and extra appendages that make them less helpless. Furbys’ lack, or diminution of parts, and exaggeration of others, fits the description of cuteness, as well as their sole reliance on caregivers to be fed, entertained, and transported. If viewed as animals, Furbys appear physically limited. Kinsella (1995) finds that a sense of disability is important to the cute aesthetic: stubby arms, no fingers, no mouths, huge heads, massive eyes – which can hide no private thoughts from the viewer – nothing between their legs, pot bellies, swollen legs or pigeon feet – if they have feet at all. Cute things can’t walk, can’t talk, can’t in fact do anything at all for themselves because they are physically handicapped. (236) Exploring the line between cute and monstrous, Brzozowska-Brywczynska argues that it is this sense of physical disability that distinguishes the two similar aesthetics. “It is the disempowering feeling of pity and sympathy […] that deprives a monster of his monstrosity” (218). The descriptions of Furbys in fan fiction suggest that they transition between the two, contingent on how they are received by certain characters, and the abilities they are given by the author. In some cases it is the overwhelming threat the Furby poses that extinguishes feelings of care. In the following two excerpts that the revealing of threatening behaviour shifts the perception of Furby from cute to monstrous in ‘When Furbies Attack’ (Kellyofthemidnightdawn): “These guys are so cute,” she moved the Furby so that it was within inches of Elliot's face and positioned it so that what were apparently the Furby's lips came into contact with his cheek “See,” she smiled widely “He likes you.” […] Olivia's breath caught in her throat as she found herself backing up towards the door. She kept her eyes on the little yellow monster in front of her as her hand slowly reached for the door knob. This was just too freaky, she wanted away from this thing. The Furby that was originally called cute becomes a monster when it violently threatens the protagonist, Olivia. The shifting of Furbys between cute and monstrous is a topic of argument in ‘InuYasha vs the Demon Furbie’ (Lioness of Dreams). The character Kagome attempts to explain a Furby to Inuyasha, who views the object as a demon: That is a toy called a Furbie. It's a thing we humans call “CUTE”. See, it talks and says cute things and we give it hugs! (Lioness of Dreams) A recurrent theme in the Inuyasha (Takahashi) anime is the generational divide between Kagome and Inuyasha. Set in feudal-era Japan, Kagome is transported there from modern-day Tokyo after falling into a well. The above line of dialogue reinforces the relative newness, and cultural specificity, of cute aesthetics, which according to Kinsella (1995 220) became increasingly popular throughout the 1980s and 90s. In Inuyasha’s world, where demons and monsters are a fixture of everyday life, the Furby appearance shifts from cute to monstrous. Furbys as GremlinsDuring the height of the original 1998 Furby’s public exposure and popularity, several news articles referred to Furby as “the five-inch gremlin” (Steinberg) and “a furry, gremlin-looking creature” (Del Vecchio 88). More recently, in a review of the 2012 Furby release, one commenter exclaimed: “These things actually look scary! Like blue gremlins!” (KillaRizzay). Following the release of the original Furbys, Hasbro collaborated with the film’s merchandising team to release Interactive ‘Gizmo’ Furbys (image 2). Image 2: Hasbro 1999 Interactive Gizmo (photo credit: Author) Furbys’ likeness to gremlins offers another perspective on the tension between cute and monstrous aesthetics that is contingent on the creature’s behaviour. The connection between Furbys and gremlins embodies a sense of mistrust, because the film Gremlins focuses on the monsters that dwell within the seemingly harmless and endearing mogwai/gremlin creatures. Catastrophic events unfold after they are cared for improperly. Gremlins, and by association Furbys, may appear cute or harmless, but this story tells that there is something darker beneath the surface. The creatures in Gremlins are introduced as mogwai, and in Chinese folklore the mogwai or mogui is a demon (Zhang, 1999). The pop culture gremlin embodied in the film, then, is cute and demonic, depending on how it is treated. Like a gremlin, a Furby’s personality is supposed to be a reflection of the care it receives. Transformation is a common theme of Gremlins and also Furby, where it is central to the sense of “aliveness” the product works to create. Furbys become “wiser” as time goes on, transitioning through “life stages” as they “learn” about their surroundings. As we learn from their origin story, Furbys jumped from their home in the clouds in order to see and explore the world firsthand (Tiger Electronics 2). Because Furbys are susceptible to their environment, they come with rules on how they must be cared for, and the consequences if this is ignored. Without attention and “food”, a Furby will become unresponsive and even ill: “If you allow me to get sick, soon I will not want to play and will not respond to anything but feeding” (Tiger Electronics 6). In Gremlins, improper care manifests in an abrupt transition from cute to monstrous: Gizmo’s strokeable fur is transformed into a wet, scaly integument, while the vacant portholes of its eyes (the most important facial feature of the cute thing, giving us free access to its soul and ensuring its total structability, its incapacity to hold back anything in reserve) become diabolical slits hiding a lurking intelligence, just as its dainty paws metamorphose into talons and its pretty puckered lips into enormous Cheshire grimaces with full sets of sharp incisors. (Harris 185–186) In the Naruto (Kishimoto) fan fiction ‘Orochimaru's World Famous New Year's Eve Party’ (dead drifter), while there is no explicit mention of Gremlins, the Furby undergoes the physical transformation that appears in the films. The Furby, named Sasuke, presumably after the Naruto antagonist Sasuke, and hinting at its untrustworthy nature, undergoes a transformation that mimics that of Gremlins: when water is poured on the Furby, boils appear and fall from its back, each growing into another Furby. Also, after feeding the Furby, it lays eggs: Apparently, it's not a good idea to feed Furbies chips. Why? Because they make weird cocoon eggs and transform into… something. (ch. 5) This sequence of events follows the Gremlins movie structure, in which cute and furry Gizmo, after being exposed to water and fed after midnight, “begins to reproduce, laying eggs that enter a larval stage in repulsive cocoons covered in viscous membranes” (Harris 185). Harris also reminds that the appearance of gremlins comes with understandings of how they should be treated: Whereas cute things have clean, sensuous surfaces that remain intact and unpenetrated […] the anti-cute Gremlins are constantly being squished and disembowelled, their entrails spilling out into the open, as they explode in microwaves and run through paper shredders and blenders. (Harris 186) The Furbys in ‘Orochimaru's World Famous New Year's Eve Party’ meet a similar end: Kuro Furby whined as his brain was smashed in. One of its eyes popped out and rolled across the floor. (dead drifter ch. 6) A horde of mischievous Furbys are violently dispatched, including the original Furby that was lovingly cared for. Conclusion This paper has explored examples from online culture in which different cultural references clash and merge to explore artefacts such as Furby, and the complexities of design, such as the use of ambiguously mammalian, and cute, aesthetics in an effort to encourage positive attachment. Fan fiction, as a subversive practice, offers valuable critiques of Furby that are imaginative and speculative, providing creative responses to experiences with Furbys, but also opening up potential for what electronic companions could become. In particular, the use of narrative demonstrates that cuteness is an unstable aesthetic that is culturally contingent and very much tied to behaviour. As above examples demonstrate, Furbys can move between cute, friendly, helpless, threatening, monstrous, and strange in one story. Cute Furbys became monstrous when they were described as an assemblage of disparate parts, made physically capable and aggressive, and affected by their environment or external stimulus. Cultural associations, such as gremlins, also influence how an electronic animal is received and treated, often troubling the visions of designers and marketers who seek to present friendly, nonthreatening, and accommodating companions. These diverse readings are valuable in understanding how companionable technologies are received, especially if they continue to be developed and made commercially available, and if cuteness is to be used as means of encouraging positive attachment. References Breazeal, Cynthia. Designing Sociable Robots. Cambridge, MA: MIT Press, 2002. Brzozowska-Brywczynska, Maja. "Monstrous/Cute: Notes on the Ambivalent Nature of Cuteness." Monsters and the Monstrous: Myths and Metaphors of Enduring Evil. Ed. Niall Scott. Amsterdam/New York: Rodopi. 2007. 213 - 28. 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