Articles de revues sur le sujet « Big Bear Stores Company »

Folk instruments, which play an important role in the production and transferof music, are cultural products that sometimes give voice to non-expressible feelings,save time for remembering the lyrics, increase the joy by adding to the sound, andsometimes maintain the rituals and serves as a means of communication. Thematerials they are made from, their shape and sound, they bear the traces of societyand they are also the most important indicator of character of music. As ancient ashumanity in terms of existence, they are the proof of cultural values of humanity withtheir rich variety. Besides the variety of our traditional folk instruments that take onthe primary task in continuation of musical tradition, they have representatives too.Such representatives sometimes take the name of the traditional art which theyproduce and sometimes they are called by the name of the folk instrument they play;they show themselves by various names and qualities such as minstrel, bard,tambourine (tef/def) player, tabor (deblek/delbek) player, reed (sipsili) player,uyguncak playerThe representatives, who contribute to the creation and maintenance oftraditional music in company with the traditional folk instruments, represent theirinstruments by remaining loyal to their cultural identities as well as their social roles.The places where they produce music with such traditional instruments rangesdepending on mentioned indicative elements in indoor-outdoor verbal culturalenvironments such as village wedding, henna night, farewell ceremonies for soldiers,city/town festivals, culture houses, places of worship, high pastures, nomad campingsites, etc. In this point, when we look at the adventure of our traditional folkinstruments, we see that women take over the role of representative and even thoughthey create special expression styles in terms of music and lyrics during thisadventure, they do not have a room for themselves under such roof.In this context, considering the fact that although female representatives oftraditional folk instruments have moved to big cities or their local characteristicshave somehow changed even though they continue living in their hometowns, theyare a part of this tradition with their current characteristics and productions styles; wewant to keep such musical soul alive, which has existed in all periods and willcontinue to exist, to make artistic identities of female representatives visible and toaccompany to their existence stories. Date obtained via field records have beenanalyzed within the contexts of expression styles of female representatives oftraditional folk music in the 21stcentury, their playing techniques, creation process oftheir musical products, transfer methods, the function of music in the lives of suchfemale representatives and reflection of their female identities into music

<p class="0abstract"><strong>—</strong> In these days of online commerce, we need to know the real behavior of consumers in physical stores: the points of sale must anticipate the purchasing decisions of consumers in order to be able to offer the best buying experience as well as tailor the marketing variables to the specific needs of each consumer. This is where retail intelligence emerges, especially in the textile industry, as a potential technology that makes use of extremely large data sets (“big data”) to engage potential customers better in order to increase company sales. The objective of this study is to show how big data can be effectively leveraged for direct and clear commercial purposes in textile stores. The development of research is based on the analysis of the application of systematic observation of consumer behavior in three main streets in Spain known for textile retail stores and interpreting their differences. The results show that data collected through various point-of-sale devices have a significant influence on retail revenue. The differences between commercial areas and the relative attractiveness of the textile trade in different cities are also borne out by the results. The main conclusions point to the need to improve the profitability of textile fashion stores on the back of promotional tactics that focus on the number of estimated customers and the possibilities of selling to them. All of the aforesaid have a significant influence on how advertising planning is carried out for retail stores.</p>

Abstract: A study on “The impact of sales promotion and offers on customers of general merchandise products” the main objective of the research to study the impact of sales promotions and offers on customers .Hubli being one of the fast growing cities of Karnataka has slowly started witnessing a change with respect to shopping. People here, are willing to have a shopping experience similar to metro cities. A study on the impact of sales promotions and offers on customers of general merchandise products at big bazaar at Hubli in order to understand the consumer’s attitude towards the sales promotions of specific company such as Big Bazaar and the basis on what it is expected by them. The report includes detailed study of the industry profile and about the organization. This study enhances the process of understanding the consumers through the survey conducted on them. This study is explorative in nature, including a survey and fact finding. Simple random sampling procedure was used to select the sample. Through this study an attempt has been made to understand the mind set of customers about big bazaar and accordingly the recommendations has been made with the help of findings & customer’s suggestions. The main objective of the study is to understand the attitude and perception of customers towards Big Bazaar. The data for the study is based on 100 samples, which is collected in the form of structured questionnaire. The study is confined only to the customers who shop at Hubli. Both primary and secondary data are used for the study. Primary data was collected with the help of structured questionnaire to extract necessary data from the respondents. Secondary data was collected from company websites. Questionnaire consists of dichotomous; ratings scale questions and open-ended questions. The collected data was analyze and interpreted by using statistical tools and graphical representation has been done. Keywords: Sales promotions, impulsive buying, types of promotions, organized retailing.

Storage and maintenance are essential in warehouse operation management. Accordingly, this study takes a logistics distribution center as the case. In this case, Logistics Company A and X Beverage Company establish a logistics partnership in the supply chain. Logistics Company A is responsible for designing and handling X Beverage Company’s cargo storage, transportation, and distribution businesses in big and small retail shops in Y region. Reducing the goods overstock, stock, and stock-out rate and improving the goods’ freshness are important because beverages are classified as fast-moving consumer goods. This study develops the storage strategy for goods in X Beverage Company through classified management of goods by activity-based classification (ABC) with the primary aim of increasing the efficiency of storage management. Second, goods stock and management strategies are developed with the aid of EIQ (entry, item, and quantity) analysis and in accordance with results of the ABC classification. Finally, the EOQ (economic ordering quantity) stock control model is established for large retailers and small retail stores.

Storage and maintenance are essential in warehouse operation management. Accordingly, this study takes a logistics distribution center as the case. In this case, Logistics Company A and X Beverage Company establish a logistics partnership in the supply chain. Logistics Company A is responsible for designing and handling X Beverage Company’s cargo storage, transportation, and distribution businesses in big and small retail shops in Y region. Reducing the goods overstock, stock, and stock-out rate and improving the goods’ freshness are important because beverages are classified as fast-moving consumer goods. This study develops the storage strategy for goods in X Beverage Company through classified management of goods by activity-based classification (ABC) with the primary aim of increasing the efficiency of storage management. Second, goods stock and management strategies are developed with the aid of EIQ (entry, item, and quantity) analysis and in accordance with results of the ABC classification. Finally, the EOQ (economic ordering quantity) stock control model is established for large retailers and small retail stores.

With continuous innovation and wide application of technologies such as the Internet and big data, the Internet economy has flourished, laying the foundation for the transformation of physical retailing to new retailing. The main advantage of new retailing lies in the combination of the quality experience of physical stores with the high efficiency of online retailing, which points the way for the development of the retail industry. Taking Walmart Company, a world-renowned retail industry giant, as a case study, the paper adopts the 7PS marketing mix theory to study the current marketing situation of Walmart Company. The research found that Walmart has problems such as unreasonable packaging and display of some products and an inefficient logistics supply chain. To this end, this paper proposes optimization solutions including the improvement in product quality, the investment in intelligent information technology, and the construction of a centralized supply chain management model.

The T Eaton company, considered the world's first department store, was named after its founder Timothy Eaton. In 1869, it as a small dry goods business in Toronto. By 1907, at the death of its founder, it was a giant retail store, with a branch in Winnipeg, alongside a country-wide mail-order business. Innovative practices established during his time included sales for cash only and satisfaction guaranteed or money refunded. Eaton's successors extended the Eaton empire across Canada, continuing the tradition of quality goods, prices, customer service and also fair labour practices. It became a Canadian institution. Eaton's filed for protection from its creditors in February 1997 and once again in August 1999 (see Appendix 1 for a chronology of events) under the federal Companies' Creditors Arrangement Act and the Ontario Business Corporations Act (Closings). The restructuring that followed the first bankruptcy was only partially successful. However, it had a significantly positive impact on Eaton's operations, and seemed to turn things around. Were it not for bad economic news and misfortune in mid-to-late 1998 (CNW 3 and CNW 5), the plan might have worked. Store-closings, employee terminations, and a huge liquidation sale followed the second bankruptcy declared in August 1999, as did the suspension of the trading of Eaton's stock (Chron). Sears Canada Inc. agreed to purchase 16 of the Eaton's stores in September 1999 (Sears 1; Material 1). These will open by the fall of 2000 (Material 2; Sears 1). A compromise was made with Eaton's creditors (including the employees) to give them approximately $0.50 on the dollar (Olijnyk 1). A compromise was also arrived at with Eaton's shareholders whereby the latter would be given participation units in exchange for their common shares (on a one-for-one trade) (Amended; Trachuk). These participation units are to be used in a contingent and conditional settlement based upon the possible utilization of tax credits by Sears acquired as a result of Eaton's $390 million in losses since 1996 (Receivership; Amended; Trachuk). These settlement monies might or might not be realized by the former shareholders (Amended; Trachuk). Today, Eaton's is no more. In its place are many great memories by a former generation of Canadians who used to go to the Eaton's stores to buy big things that were always of high quality. "Agnes Lunn, who was visiting [Edmonton, Calgary,] from Dartmouth, N.S., said she will miss the chain because of its trustworthiness. "If you bought something from Eaton's, you knew it was worth having, you knew it would be quality," she said (Auction)." Perhaps having six of the Eaton's stores open up this fall with the Eaton's name on them will rekindle a loyalty in a new generation of Canadians?

Beef price in Jakarta has increasing trends caused by the long chain distribution. The big gap of beef price between producer and consumer showed the distribution chains are less efficient. The objectives of this research to study of distribution channels, marketing margin, the efficiency of marketing and price transmission elasticity of beef in Jakarta. The analytical methods used include margin distribution approach and Cobb Douglas function. Based on the observations, beef and beef cattle distribution channel in traditional markets are: small farmer / beef cattle importir, feedlot industry, regional wholesaler, butcher, slaughter house, grocer, and small retailer. Meanwhile on the modern market are: beef cattle importir/breeding farm and local cattle feedlotter, feedlot industry, slaughter company + beef supplier and modern market stores. Pattern one of live cattle distribution channel has higher marketing margins from small farmer to regional wholesaler and to the butcher with value of 69.73%. The highest marketing margin value of meat distribution is in pattern two from the slaughter company and beef supplier to modern market, then to consumer with value of 39%. Marketing efficiency value to the traditional market beef was 3.47%, meanwhile to the modern market stores was 16.11%. The price transmission elasticity in the six regions of the beef cattle supplier on the meat price at the retail level in Jakarta were 0.788 (Jawa Tengah), 0.923 (Jawa Timur), 0.943 (Jogjakarta), 0.751 (Lampung), 0.762 (NTB), and 0.767 (NTT).Keyword: beef cattles, beef distribution, marketing margin, markerting efficiency, price transmition elasticity

This article discusses features of enterprise resource planning (ERP) systems that aim to help small engineering firms in managing their businesses. With the proliferation of ERP systems and vendors in the past decade, the big vendors as well as a series of small and niche players are now marketing their offerings for the small-to-midsize company and for specialized companies. Small companies often find that ERP systems give them better control of inventory and production scheduling. The engineer-to-order operation has unique needs that can be met by a specialized ERP system. Jobscope, a company in Greenville, South Carolina, makes ERP software especially for small-to-midsize engineer-to-order companies. In order to serve engineer-to-order type of engineering companies, the Jobscope system stores business information on a per project rather than a company-wide basis. It is because engineer-to-order companies batch and track jobs on a project basis. The experts agree that bringing in an ERP system might seem daunting to the smaller engineering operation. However, they also agree on another thing: it can help small companies manage the complexities of growing business.

Losses and profits are common things that happen to big companies. But it will be a problem if the company often suffers losses. Losses experienced by the company if not handled properly can affect other aspects. The crisis was due to losses that did not better will make the company have to take certain steps, which ultimately had an impact on the fate of the company. Retail Giant is one of the many retailers that have closed due to company losses. Giant which is a subsidiary of PT Hero Supermarket (HERO Group) decided to close all outlets in July 2021. The issue that emerged was that Giant had done Termination of Employment and closed dozens of outlets in various locations. The purpose of this study was to find out how crisis management was carried out by public relations at PT Hero Supermarket at the closing of the Giant Indonesia outlet. The theory used in this research is the crisis management theory. The method used is a qualitative research method with a descriptive analysis approach and content analysis. The results obtained by researchers in this study are PT Hero Supermarket's public relations divide the crisis into three parts; pre-crisis, crisis phase, and post-crisis. In the pre-crisis phase, the company tries to convince the public that the outstanding issues can still be resolved, in the crisis phase the company takes steps to permanently close the Giant stores, and in the post-crisis stage the company guarantees that employee rights are fulfilled.

This research was conducted at Gadjah Mada Shop on Jl. A.Yani No.72, Regency Jombang which is engaged in the retail business that sells cosmetic brands as the object of research. The purpose of this study was to determine and analyze marketing strategies to increase sales of wardah cosmetic products at Gadjah Mada Stores. The research method used is descriptive qualitative by using in-depth interview data collection techniques on owners, employees, consumers and customers, which are related to marketing strategies based on 4P marketing mix indicators (product, price, place, promotion), participatory observation. and documentation.From the results of research using SWOT, it can be concluded that Gadjah Mada Jombang Shop is in quadrant II position. This position is ST, ST uses strength to overcome threats, so that the SWOT diagram is located in Quadrant II, that is, the company has a big threat but there are strengths from the internal side of the company so that the strategy that must be determined is to use strength that takes advantage of long-term opportunities by means of strategy diversification in products or markets.

In the past few years, retail trade in Russia has undergone quite a few changes. The transformation of retail occurs primarily due to the widespread introduction of digital technologies, which inevitably affects the management processes existing among retailers. Thus, possessing big data and applying advanced statistical methods to it, the management of retail chains can significantly speed up the decisionmaking process and, moreover, make these decisions more substantiated.Updating of approaches specifically to assortment management in DIY retail (Do It Yourself) is an extremely important issue for Russian business in the coming years, due to increased competition in the online segment of the DIY market. In an effort to increase their sales, retailers are adapting the assortment matrix of each store in accordance with the demand presented in its coverage area. This is where the need arises for the use of special tools for assortment analysis.The aim of the study is to develop recommendations in the field of managing a large assortment portfolio for DIY retailers.The objects of the study were several Leroy Merlin hypermarkets located in Novosibirsk. One of the authors of the study has experience working in a company as a head of the trade sector, which indicates a deeper understanding of the specifics of the work of both the company and the industry as a whole. As a result, in managing the assortment portfolio at the level of goods, an adapted method of the modified BCG matrix is proposed. Consideration of changes in the position of goods on the matrix in dynamics made it possible to formally determine the boundaries between its quadrants. A clearer understanding of the boundaries of the matrix simplifies its regular construction and understanding the distribution of goods by groups allows build dashboards that are updated in real time.

Synopsis Ian Henson was about to take the biggest financial risk of his life. He had just agreed to purchase three Booster Juice franchise stores in Kamloops, British Columbia, Canada. Henson knew that transitioning leadership at companies was a difficult task, and he was aware that he was replacing a popular leader: Natalie Peace. Compounding the challenge ahead of Henson were two major hurdles, the first was demographic in nature: Booster Juice’s employee group was young (on average below 20 years old) and many adored Peace, he was certain that whoever replaced her would have a difficult transition. The second challenge was managing change: Henson needed to cut costs. Peace had several generous policies that Henson needed to consider altering or removing, a potentially unpopular task. Initially, this case puts students in Henson’s shoes: How should he handle the specific aspects of this leadership transition? It allows professors to examine the broader issue of managing a change process. Research methodology Data for the case were collected from various sources. Public records, historical documents, and media reports were the main source for general background information and context. Primary data were collected through a series of interviews with the present and past owners of the Booster Juice franchises discussed. Relevant courses and levels This case was developed for use in an undergraduate management course or where change management and leadership are specific modules, an organization behavior class is a good example of where the case should fit. The objective of the case is to illustrate the challenges that resulted from a change in leadership and examine how to manage the change process. The thought-provoking element in this case is the leaders involved have very different leadership styles. The authors anticipate this case would be one used early in the course, as it is concise and straightforward to read, and clearly illustrates the issues to be examined. It provides an effective tool through which to introduce students to change management and styles of leadership. The added value is that the case is based on a company built by an undergraduate student and thus students tend to be very interested in the business itself. Theoretical bases The main theoretical base for the case is based on change management and exemplary leadership. To facilitate this the authors use Kurt Lewin’s models of change, Kotter’s eight step process, specifically referring to Kotter (1995). The authors then use Kouzes & Psoner five practices of exemplary leadership, referring to Kouzes, and Posner (2003). The authors specifically reference Northouse (2010).

Purpose Electric mobility as a service (eMaaS) is suggested as a possible solution to ease transportation and lessen environmental issues by providing a collaborative transport sharing infrastructure that is based on electric vehicles (EVs) such as electric cars, electric bicycles and so on. Accordingly, this study aims to propose a multi-tier architecture to support the collection, processing, analytics and usage of mobility data in providing eMaaS within smart cities. The architecture uses application programming interfaces to enable interoperability between different infrastructures required for eMaaS and allow multiple partners to exchange and share data for making decision regarding electric mobility services. Design/methodology/approach Design science methodology based on a case study by interview was used to collect data from an infrastructure company in Norway to verify the applicability of the proposed multi-tier architecture. Findings Findings suggest that the architecture offers an approach for collecting, aggregating, processing and provisioning of data originating from sources to improve electric mobility in smart cities. More importantly, findings from this study provide guidance for municipalities and policymakers in improving electric mobility services. Moreover, the author’s findings provide a practical data-driven mobility use case that can be used by transport companies in deploying eMaaS in smart cities. Research limitations/implications Data was collected from a single company in Norway, hence, it is required to further verify the architecture with data collected from other companies. Practical implications eMaaS operates on heterogeneous data, which are generated from EVs and used by citizens and stakeholders such as city administration, municipality transport providers, charging station providers and so on. Therefore, the proposed architecture enables the sharing and usage of generated data as openly available data to be used in creating value-added services to improve citizen’s quality of life and viability of businesses. Social implications This study proposes the deployment of electric mobility to address increased usage of vehicles, which contributes to pollution of the environment that has a serious effect on citizen’s quality of life. Originality/value This study proposes a multi-tier architecture that stores, processes, analyze and provides data and related services to improve electric mobility within smart cities. The multi-tier architecture aims to support and increase eMaaS operation of EVs toward improving transportation services for city transport operators and citizens for sustainable transport and mobility system.

In this study, we examined resources at the local level, conducted status research, and explored alternatives based on big data analytics to regenerate a village in a small area in an information communications technology-based urban regeneration project. In particular, we used big data analytics to analyze the current conditions of the local area and provided a case demonstrating how connecting with a local university for expertise could solve current local problems. The main results can be summarized in three dimensions. First, there is job creation in villages using woodworking. At the center of it, it is possible to link with youth entrepreneurship by using the clubs of the local university (Seangnori Research Institute). Quantitatively, it is possible to design offices and offline stores for the sale of developed products, and qualitatively, it can lead to company growth by increasing the business volume of pre-land transportation-type social enterprises and expansion of regional governance through regional exchanges. Second, in terms of providing new information and education, it is possible to provide the Chungnam Appropriate Technology Federation, a non-profit organization in the region, for smooth education and practice. In particular, it is possible to promote the growth of the council through continuous product development. It is possible to strengthen the cooperative system. Third, the effect of the influx of population within the region can be obtained. As publicity and awareness of the visionary workshop project have been expanded, the youth independent talent nurturing process is systematized, and from this, students graduating from local universities can lead to youth jobs in the local area without looking for jobs in other areas, forming a virtuous cycle system. To this end, we divided real estate big data into the categories of system, technology and data, law and policy, structured data of real estate information and unstructured data of social media, web log data, smart device, and real estate policy, development, appraisal, and local analysis to apply to the case area and suggest implications.

Atmospheric emissions such as NOx from ship engines have a drastic impact on the environment. Controlling them is crucial for maintaining a sustainable growth for any logistics company. The Port of Rotterdam (The Netherlands) is using big data analytics to gain actionable insights into these emissions. Our case study deals with the implementation of the emission calculations and reporting implemented in Hadoop. In the analytical setup we introduce the method for estimating emissions based on recorded ship position data and information about its engines. We present a flexible approach that stores intermediate results allowing different levels of aggregation. These levels of aggregations are per geographical area, per grid or for a whole journey attributed to each visited berth. The results are visualized in a Geographical Information System (GIS). The estimated atmospheric emissions also serves as input for the deposition model. We present some selected results of emissions per grid as well as for pre-defined areas. These results are used by the port to make strategic decision. For future work we recommend to also implement the deposition model in Hadoop as this model is also calculative intensive and therefore it currently only accepts aggregated emissions as input, whereby its accuracy is most likely reduced.

Technological developments in the era of the fourth industrial revolution are like two sides of a coin. On one hand, they open up opportunities to achieve progress and prosperity; On the other hand, machines and automation replace the role of workers with low skills. The author studied Store X, the first future store prototype in Southeast Asia using qualitative methods, which included observation, in-depth interviews, and SWOT analysis techniques. The results of the study are that X stores use a variety of cutting-edge technologies such as artificial intelligence, big data, cloud computing, and connected digital equipment systems. The technology is beneficial for retail and consumer entrepreneurs, but whether or not to benefit workers is still a question, because the effect will be seen when the implementation of this technology extends in the next few years. Low-skilled retail workers must get training from the company, and the most important thing is to have a strong willingness to increase his capacity to remain relevant to the needs of the retail industry in the future. Only workers who master STEM (science, technology, engineering and math) well will be able to fill this new job market. Therefore, all stakeholders need to collaborate to raise the level of education and skills of these workers.

Entrepreneurship in rural areas is an important part of country development. Nevertheless, starting and running a company there is more challenging than in urban area. In recent years a more or less dynamic development of rural communities can be observed. Podlaskie voivodeship is one of the regions with largest share of rural areas. For over a decade, an increase in number of enterprises can be observed which positively affects standard of living and financial situation of residents as well as allows for improvement of infrastructure and regional development. Enterprises started and run in rural areas tend to have specific characteristics. Large part of business is connected to agricultural and food industries as well as agritourism. The process of merging of small stores into larger structures occurs while some of them decline in favour of huge retailer networks. Economic policies of both national and local authorities play a big role on these areas. Joining the EU also proved to have a significant impact. Promoting entrepreneurship in rural areas is important from the regional point of view. Development of these areas that make up for large part of the region will positively affect economic development in broad sense as well as will beneficially impact the residents in many ways.

Objective: The present survey aimed to interact with the vendors, analyze, examine, and document the herbal medicinal products sold in retail stores, pharmacies, AYUSH stores, generally closed and open markets in the local area of Sikkim, mainly rural towns – Gangtok, Ranipool, Singtam, and Rangpo. It was a first of its kind study on the selected topic in Sikkim – India. Material and Methods: The methodology followed during the survey was a cross-sectional study, open ended semi-structured questionnaire, and survey data collection tools were employed; descriptive and inferential statistics were done. Results: The results were summarized in the different tables. From, it was found that old age (46+) uses most of the herbal products (66.6%), adult (20–45 years) uses 42.6% of herbal products, adolescent (13–19) uses 16.6%, and child (1–12) uses 14.5%. Females use more herbal products than males at 57%, and males at 43%. It was found that a large number of herbal products in Sikkim are manufactured outside Sikkim (98%) and 2% of the products were manufactured in Sikkim. Herbal product packaging is mostly secondary (66%), followed by primary (28%) and tertiary packaging (6%). It was found that a large number of solid dosage (47%) form of herbal products is available in the market followed by liquid dosage form (38%). According to brand wise or company wise, Patanjali (41%) products accounted for a big share on the market followed by Baidyanath (19%), other brands (15%), AYUSH (11%), Himalaya (8%), and Dabur (6%). Based on diseases treated, digestion, and metabolism (21%) followed by bone and joint pain (17%), diabetes mellitus (14%), cough and cold (12%), piles (11%), hypertension (7%), thyroid (3%), and other other common diseases categories represents about 15%. Highlights the situation after the COVID-19 pandemic indicating drastic increases in market value (in Lakhs) and the sale of herbal products in Sikkim. Conclusion: The data highlighted above were the first of its kind in a study done in Sikkim – India; no data were available in any scientific repositories to date.

Indonesian Institute of Certified Public Accountants, American Institute of Certified Public Accountants and the Canadian Institute of Chartered Accountants(SAS 99 sec 110, par 2) establishes auditors responsibility to plan and perform the audit to obtain reasonable assurance about whether the financial statements are free of material mis- statement, whether caused by error or fraud to plan and perform audits to provide a reasonable assurance that the audited financial statements are free of material fraud. This study proposed the development of Automated Audit System model to assist auditors in bridging them to the challenges in detecting fraud. This approach firstly provides a framework to have better understanding about the business process and data structures of information systems which is required in establishing an effective audit program. These ingredients are mapped in the audit process, including audit objectives, internal control and audit rules by using the Use-Case Diagram, Data Flow Diagram and Entity Relationship Diagram. Second, this study employs Ben- fords Law and Automatic Transaction Verification for the detection of anomalies and irregularities to design the framework. It also presents a systematic case study of ac- tual continuous auditing in department stores that using ERP systems. It is expected to detect frauds and errors. It proves that Continuous Audit and Benford Law can establish strong framework in Automated Audit Systems for Fraud Detections and finally provide a big contribution to internal control and company policies.

This study proposes a control chart based on functional data to detect anomalies and estimate the normal output of industrial processes and services such as those related to the energy efficiency domain. Companies providing statistical consultancy services in the fields of energy efficiency; heating, ventilation and air conditioning (HVAC); installation and control; and big data for buildings, have been striving to solve the problem of automatic anomaly detection in buildings controlled by sensors. Given the functional nature of the critical to quality (CTQ) variables, this study proposed a new functional data analysis (FDA) control chart method based on the concept of data depth. Specifically, it developed a control methodology, including the Phase I and II control charts. It is based on the calculation of the depth of functional data, the identification of outliers by smooth bootstrap resampling and the customization of nonparametric rank control charts. A comprehensive simulation study, comprising scenarios defined with different degrees of dependence between curves, was conducted to evaluate the control procedure. The proposed statistical process control procedure was also applied to detect energy efficiency anomalies in the stores of a textile company in the Panama City. In this case, energy consumption has been defined as the CTQ variable of the HVAC system. Briefly, the proposed methodology, which combines FDA and multivariate techniques, adapts the concept of the control chart based on a specific case of functional data and thereby presents a novel alternative for controlling facilities in which the data are obtained by continuous monitoring, as is the case with a great deal of process in the framework of Industry 4.0.

The case of PT. Asuransi Jiwasraya (Persero) investment once became public attention. Not only does it harm its customers, the country also must bear the company’s loss. This loss is caused by the investment practice into low-quality stocks. The company neglected the good investment principles and prioritized more on the personal interest. This article aims to describe and define the pump and down phenomena in the investment of PT. Asuransi Jiwasraya. To top it off, the article analyzes the pump and down phenomena based on the Islamic economy law principles. This is a doctrinal legal research with case study approach. The results show that pump and down is a transaction activity of an effect in manipulative way. This model is characterized by rising price (uptrend) because of a series of stock purchase transaction in a fairly big amount so the rising reaches the highest price level, then the reduced price is too significant. They aim at gaining big profit so they can re-purchase the stock in a cheaper price. This pump and down phenomena in PT. Asuransi Jiwasraya investment case is not in line with the Islamic law principles. The investment model in this schema contains several elements i.e. maisīr, najasy, gharar, ghisysy, ihktikar, and tadlīs.Kasus investasi PT. Asuransi Jiwasraya (Persero) sempat menjadi sorotan publik. Selain merugikan nasabah, negara juga harus menanggung kerugian perusahaan. Kerugian ini muncul akibat praktik investasi pada saham kualitas rendah. Perusahaan disinyalir mengabaikan prinsip-prinsip investasi yang baik dan lebih mengedepankan kepentingan pribadi. Artikel ini bertujuan mendeskripsikan fenomena pump and down dalam investasi PT. Asuransi Jiwasraya. Artikel ini juga bertujuan mesdeskripsikan pump and down dalam kasus Jiwasraya. Artikel ini juga menganalisis fenomena pump and down tersebut berdasarkan prinsip-prinsip hukum ekonomi syariah. Artikel ini merupakan hasil penelitian hukum doctrinal dengan pendekatan studi kasus. Hasil penelitian ini menunjukkan bahwa Pump and Dump merupakan aktivitas transaksi suatu Efek secara manipulative. Model transaksi ditandai dengan naiknya harga (uptrend) karena adanya serangkaian transaksi pembelian saham dalam jumlah yang cukup banyak sehingga harga naik mencapai level harga tertinggi. Kemudian penurunan harga yang sangat signifikan. Tujuannya untuk meraih keuntungan yang besar dan bisa membeli kembali saham tersebut dengan harga murah. Fenomena pump and down dalam kasus investasi PT. Asuransi Jiwasraya tidak sejalan dengan prinsip-prinsip hukum Islam. Model investasi dengan skema ini mengandung unsur maisīr, najasy, gharar, ghisysy, ihktikar, dan tadlīs.

RESUMEN Objetivo: Conocer la evolución histórica de una gran empresa de capital nacional y abordar las estrategias que ha puesto en práctica hasta constituirse en un gran corporativo o grupo económico. Se parte del enfoque del devenir histórico en el que prevalece el análisis de los orígenes y evolución de la empresa. Por ende predomina la crónica y las descripciones, reúne acontecimientos de la vida nacional y local de Monterrey, con la guía de un orden cronológico, logrando establecer planteamientos analíticos. Material y Método: Los métodos que se utilizaron fueron el método histórico-crítico, el método analítico con un enfoque dinámico y el método comparativo. Se utilizaron los enfoques: 1) regional, 2) de origen histórico y 3) de estrategias corporativas y organizaciones. El enfoque regional considera que el origen regional es un factor importante en las prácticas económicas y políticas de los empresarios mexicanos. El segundo da mayor peso al origen histórico y a las condiciones de surgimiento para establecer la configuración definitiva, las prácticas económicas y políticas predominantes y los patrones de desarrollo de los grupos. El tercer enfoque atiende la cambiante estructura organizativa de las grandes corporaciones modernas y su tendencia a adoptar estructuras de administración y morfologías corporativas más complejas. Se establece el método comparativo para tener en cuenta aquellas situaciones en que las características comunes de las empresas se combinan con circunstancias históricas que preceden a la formación de grandes corporativos de Monterrey. Resultados: No se pretendió hacer un análisis histórico profundo, sino identificar y reconocer los eventos históricos y particularidades del comportamiento empresarial en Monterrey a fin de rescatar una presencia socioeconómica activa, que llevara a considerar el surgimiento de un gran corporativo o grupo económico que ha transitado a la lógica nacional. Se abordó a Fábrica de Hielo y Cerveza Cuauhtémoc desde su constitución como empresa en 1890 hasta 1982. Al periodo comprendido entre 1890 y 1910 se le puede considerar como la etapa de surgimiento de las grandes empresas manufactureras en México, período que corresponde al Porfiriato. El patrón de inversiones que predominó dio como resultado una gran concentración del capital en los sectores de ferrocarriles, minería y banca, aunque también en algunas empresas del sector industrial como Fábrica de Hielo y Cerveza Cuauhtémoc (hoy Fomento Económico Mexicano, S.A.). En Monterrey surgieron en esta época grandes empresas que todavía subsisten y son la base de varios grupos o corporativos industriales actuales. Conclusiones: El nacimiento industrial de Monterrey es el resultado lógico de un proceso de acumulación de capital dentro del ámbito comercial y de la necesidad de esos capitales de hallar nuevos campos de aplicación que posteriormente invirtieron en la esfera industrial. Los factores a los que podemos atribuir el desarrollo industrial de Monterrey corresponden al apoyo permanente del Estado y a factores geográficos favorecedores y a coyunturas históricas de México. Una segunda etapa de periodización de las grandes empresas se localiza en los años que van de 1930 a 1950 y se caracteriza por la instalación de empresas dedicadas a sustituir importaciones y la producción orientada hacia un mercado nacional y donde el Estado orientó el proceso de desarrollo. En Monterrey, Cervecería Cuauhtémoc, surge en el treinta como grupo empresarial integrado. En una tercera etapa que va de 1951 a 1970 se da propiamente el surgimiento del grupo económico de la Cervecería Cuauhtémoc cuando sus inversiones se dirigen hacia la integración tanto horizontal como vertical y la diversificación en la producción de las empresas, así como la suscripción de sus principales empresas en la Bolsa de Valores y la formación de un holding. ABSTRACT Objective: To know the historical evolution of a great company of national capital and to know more about the strategies that it has put into practice until becoming a great corporation or economic group. This paper starts on the approach of the historic becoming where the analysis of the origins and evolution of the company prevails. Thus, chronic and descriptions predominate in the paper, also local events of Monterrey are gathered as well as national life events, with the guidance of a chronological order, managing to establish analytical approaches. Material and Method: The historical - critical method, the analytical method with a dynamic focus, and the comparative method were used. The approaches used were: 1) regional, 2) of historical origin and 3) of corporate strategies and organizations. The regional approach considers that the regional origin is an important factor in the economic and political practices of the Mexican businessmen. The second approach gives major weight to the historical origin and to the conditions of emergence to establish the definitive configuration of the company, the predominant economic and political practices, and the patterns for group development. The third approach focuses its attention on the changeable organizational structure of the big modern corporations and their trend to adopt more complex structures of administration and corporate morphologies. The comparative method is established to bear in mind those situations in which the common characteristics of the companies are combined with historical circumstances that precede the formation of big corporations of Monterrey. Results: There was no intention to make a deep historical analysis but to identify and recognize the historical events and particularities of the managerial behavior in Monterrey in order to rescue a socioeconomic active presence leading to consider the emergence of the great company or economic group that has transcended to the national logic. The company was analyzed since it was a beer and ice company (Fábrica de Hielo y Cerveza Cuauhtémoc) (1890) until it was constituted as a company in 1982. It is possible to consider the period between 1890 and 1910 as the stage of emergence of the biggest manufacturing companies in Mexico, and this period corresponds to the Porfiriato. The pattern of investments that prevailed resulted in a great concentration of capital in the sectors of railroads, mining industry and banking, and also in some companies of the industrial sector like Fábrica de Hielo y Cerveza Cuauhtémoc (today Fomento Económico Mexicano, S.A.). Big companies emerged in Monterrey in this epoch, and they still subsist there being the basis of several existing industrial and corporate groups. Conclusions: The industrial birth of Monterrey is the logical result of a process of capital accumulation within the commercial ambit and the need of those capitals to find new fields of application that later invested in the industrial sphere. The factors to which we can attribute Monterrey’s industrial development correspond to the permanent support of the State and to geographical favoring factors as well as to historical conjunctures of Mexico. The second stage of the big companies is considered from 1930 to 1950 and it is characterized by the installation of companies devoted to replace imports and the production oriented towards a domestic market where the State led the process of development. In Monterrey, the Cervecería Cuauhtémoc (a brewery manufacturer), arises in 1930 as a managerial integrated group. In a third stage that goes from 1951 to 1970 is when the real emergence of the economic group of Cervecería Cuauhtémoc is given, and it is also when its investments are addressed to both, the horizontal and vertical integration and the diversification in the production of the companies, as well as the subscription of its principal companies in the Stock exchange market and the formation of a holding company.

In order to remain competitive and satisfy the demands of today’s customers in a timely manner, manufacturing industries are embracing the Industry 4.0 philosophy where automation is pushed beyond robotics to new technologies emerging from data science and artificial intelligence. The aim is to reduce time spent on none added value tasks and help learning from past experience in order to enhance efficiency and quality of manufacturing processes. Traditional industries, such as electropolishing, need to find ways to automate their, often heavily artisanal-based techniques and develop an intelligent network of machines and processes taking advantage of information and communication technology such as Big Data, IoT (Internet of Things), or Artificial Intelligence (AI). This digital transition can be realized through the application of an IIoT (Industrial Internet of Things) platform that constructs a massive, sophisticated information network of interconnected sensors, equipment, and processes known as cyber-physical systems. Within this network, large amounts of data (for example process bath attributes such as temperature or viscosity and part characteristics such as roughness or brightness) can be collected automatically via sensors and through user-friendly applications from manual measurements and observations. All data are uploaded automatically into a cloud-based data storage system. In order for this collected information to be useful, the data needs to be processed to allow pattern discovery and extraction of useful information regarding the system performance, probable faults in the process, and product quality. Besides others, machine learning algorithms play a key role in extracting useful information. Classification and processing of such massive, diverse, and rapidly arriving data sets are known to be challenging. As a result, the concept of data lake has arisen in the last decade as an appealing and cost-effective approach for companies to manage large amounts of data. It consists of a large repository of datasets designed to transform raw and unstructured data into structured, usable information to allow further processing. A data lake, organized typically in four layers (ingestion, distillation, processing, and insights layers), stores both old and near real-time data in one location for initial assessment, with comprehensive data organization, analysis, and visualization being performed only when necessary 1,2. This promotes agility by allowing data to be accessed by everyone in the company. 2 In this work, a data lake is designed and implemented in conjunction with a pilot plant to demonstrate how in the electropolishing process of stainless-steel samples in an aging electrolyte, data can be collected and organized for further processing using machine learning techniques in order to optimize the process and part quality based on the data analysis results. References: N. Miloslavskaya and A. Tolstoy, Procedia Comput. Sci., 88, 300–305 (2016). H. Fang, in 2015 IEEE International Conference on Cyber Technology in Automation, Control, and Intelligent Systems (CYBER),, p. 820–824 (2015). Figure 1

INTISARI Pada zaman era modern seperti saat ini, segala hal yang berhubungan dengan dunia online sudah menjadi konsumsi utama di hampir semua kalangan baik dari segmen usia ataupun jenis kelamin karena dari sisi waktu, kenyamanan hingga kemudahan dalam melakukan aktivitas seperi permainan, ekonomi hingga social semuanya dapat terhubung dan termonitoring dengan jejak digital yang sangat baik. Salah satu peralihan terbesar yang terjadi adalah pergeseran dari transaksi retail yang semula bersifat offline dimana pelanggan melakukan transaksi dengan datang langsung ke toko-toko penyedia barang untuk melakukan transaksi secara langsung saat ini banyak yang beralih ke transaksi online dengan memanfaatkan fasilitas e-commerce yang dikembangkan oleh banyak pengembang. Kemudahan transaksi online menjadi daya Tarik karena pelanggan selain tidak perlu melakukan kunjungan ke toko-toko, pelanggan dapat melakukan transaksi kapanpun dan dimanapun karena pemesanan barang dapat dilakukan pembayaran secara online dan akan dikirim secara langsung ke lokasi yang ditetapkan oleh pelanggan selain itu pelanggan juga dapat memiliki banyak referensi terhadap suatu produk yang sama dari sisi harga, ukuran bahkan kualitas dari produk bersangkutan. Layanan pada e-commerce yang diberikan seperti bonus, diskon, gratis biaya kirim dan juga cashback memiliki keunggulan tersendiri mengapa e-commerce sangat dinikmati oleh pelanggan karena selain dari sisi harga yang lebih murah dan bervariasi dibandingkan toko offline, pelanggan dapat memperoleh berbagai fasilitas yang diberikan oleh e-commerce bersangkutan. Selain itu variasi penjual dari berbagai wilayah yang tidak dibatasi oleh jarak memberikan kemudahan bagi pelanggan untuk mencari barang spesifik yang diinginkan karena tidak semua barang dijual pada toko offline. Keamanan pada e-commerce juga menjadi dasar terhadap dampak pelanggan mempercayakan identitas data mereka terhadap fasilitas tersebut karena pada dasarnya pelanggan mengharapkan data mereka akan tersimpan dengan aman dan tidak akan diperjual belikan selain itu pelanggan juga dapat menjadikan e-commerce sebagai pihak ketiga dimana apabila pembelian barang dirasa tidak sesuai dan terdapat kerusakan, pelanggan dapat melaporkan terhadap support center e-commerce tersebut untuk ditindaklanjuti berbeda dengan pembelian ke toko secara langsung karena hanya melibatkan pihak penjual dan pembeli. Hal terakhir yang menjadi penting adalah terkait dengan kemudahan penggunaan fungsi e-commerce karena dengan semakin mudah-nya penggunaan e-commerce akan dapat menjangkau segala segment masyarakat sehingga dampak dari peralihan transaksi yang awalnya offline menjadi online akan semakin besar bahkan masyarakat yang tinggal di kota besar dan dekat dengan toko offline secara tidak langsung akan beralih ke transaksi online yang akan membuat transaksi bertumbuh dengan cepat dan besar Kata kunci— Offline, Online, e-Commerce, Layanan, Keamanan, Kemudahan, Support ABSTRACTEverything that have relation with online community has been main consumption to all almost segmentation including age or man and women because it’s about time, convenience until difficulty for easy using to do activities like gaming, economic until social relation that everything could be connected so easily and get monitoring by digital history. One of the greatest allocation that already happening is there is movement from retail transaction from offline where customer come to store directly to do transaction change into online transaction by the facility of online where customer can utilize e-commerce facilities that have been developed by many development. Then online transaction has been a different attraction because customer doesn’t need to come to stores, customer can do everything transaction whenever and wherever because transaction ordering can do payment by online and could be seen directyly to location that has been set by customer and customer can get so many reference about the same product from the side of price, size even quality from product. E-commer service like bonus, discount even free delivery service and cash back give so many profit that why e-commerce has been enjoyed by customer because the other aspect about price can be variant and cheaper than offline store, customer can get many facility from e-commerce. After that there are so many varios seller that have been divided by region that could not been bordered by distance give easily condition to customer for searching their specific stuff because there are not stuff has been sold in offline store. The security of e-commerce has been basicly get impact for customer to have their trust because customer identity for their facility the basicly for customer expect their data could be kept safely and not to be saled, other than customer has made e-commerce as their third party, so if someday purchasing transaction that customer did is not suitable and have damage, customer can give reporting to support center for e-commerce so company could make a continuos action, it’s different to do purchasing form offline store that just have two aspect between buyer and seller. The last most important thing is involved about easiness of e-commerce could be operated because if e-commerce easy to use that could reach all people segmentation so impacy and allocation transaction basicly from offline become online can grow bigger even people live in big city can be close to offline store indirecty so impact and transaction allocation from offline to online can be grown bigger and bigger day by day Kata kunci— Offline, Online, e-Commerce, Services, Security, Easiness, Support

Introduction Japan has long been cited as a major source of cute (kawaii) culture as it has spread around the world, as encapsulated in Christine R. Yano’s phrase ‘Pink Globalization’. This essay charts recent developments in Japanese society through the cute character Rilakkuma, a character produced by San-X (a competitor to Sanrio, which produces the famed Hello Kitty). His name means ‘relaxed bear’, and Rilakkuma and friends are featured in comics, games and other products, called kyarakutā shōhin (also kyarakutā guzzu, which both mean ‘character goods’). Rilakkuma is pictured relaxing, sleeping, eating sweets, and listening to music; he is not only lazy, but he is also unproductive in socio-economic terms. Yet, he is never censured for this lifestyle. He provides visual pleasure to those who buy these goods, but more importantly, Rilakkuma’s story charitably portrays a lifestyle that is fully consumptive with very little, if any, productivity. Rilakkuma’s reified consumption is certainly in line with many earlier analyses of shōjo (young girl) culture in Japan, where consumerism is considered ‘detached from the productive economy of heterosexual reproduction’ (Treat, 281) and valued as an end in itself. Young girl culture in Japan has been both critiqued and celebrated in in opposition to the economic productivity as well as the emotional emptiness and weakening social prestige of the salaried man (Roberson and Suzuki, 9-10). In recent years, ideal masculinity has been further critiqued with the rise of the sōshokukei danshi (‘grass-eating men’) image: today’s Japanese male youth appear to have no appetite for the ‘meat’ associated with heteronormative, competitively capitalistic male roles (Steger 2013). That is not to say all gender roles have vanished; instead, social and economic precarity has created a space for young people to subvert them. Whether by design or by accident, Rilakkuma has come to represent a Japanese consumer maintaining some standard of emotional equilibrium in the face of the instability that followed the Tōhoku earthquake, tsunami and nuclear disaster in early 2011. A Relaxed Bear in a Precarious Japan Certainly much has been written about the ‘lost decade(s)’ in Japan, or the unraveling of the Japanese postwar miracle since the early 1990s in a variety of unsettling ways. The burst of the ‘bubble economy’ in 1991 led to a period of low or no economic growth, uncertain employment conditions and deflation. Because of Japan’s relative wealth and mature economic system, this was seen a gradual process that Mark Driscoll calls a shift from the ‘so-called Japan Inc. of the 1980s’ to ‘“Japan Shrink” of the 2010s and 2020s’ (165). The Japanese economy was further troubled by the Global Financial Crisis of 2008, and then the Tōhoku disasters. These events have contributed to Japan’s state of ambivalence, as viewed by both its citizens and by external observers. Despite its relative wealth, the nation continues to struggle with deflation (and its corresponding stagnation of wages), a deepening chasm between the two-tier employment system of permanent and casual work, and a deepening public mistrust of corporate and governing authorities. Some of this story is not ‘new’; dual employment practices have existed throughout Japan’s postwar history. What has changed, however, is the attitudes of casual workers; it is now thought to be much more difficult, if not impossible, to shift from low paid, insecure casual labour to permanent, secure positions. The overall unemployment rate remains low precisely because the number of temporary and part time workers has increased, as much as one third of all workers in 2012 (The Japan Times). The Japanese government now concedes that ‘the balance of working conditions between regular and non-regular workers have therefore become important issues’ (Ministry of Health, Labour and Welfare); many see this is not only a distinction between ‘haves’ and ‘have-nots’, but also of a generational shift of those who achieved secure positions before the ‘lost decade’, and those who came after. Economic, political, environmental and social insecurity have given rise to a certain level public malaise, not conducive to a robust consumer culture. Enter Rilakkuma: he, like many other cute characters in Japan, entices the consumer to feel good about spending – or perhaps, to feel okay about spending? – in this precarious time of underemployment and uncertainty about the future. ‘Cute’ Characters: Attracting as Well as Attractive Cute (‘kawaii’) culture in Japan is not just aesthetic; it includes ‘a turn to emotion and even sentimentality, in some of the least likely places’ (Yano, 7). Cute kyarakutā are not just sentimentally attractive; they are more precisely attracting images which are used to sell these character goods: toys, household objects, clothing and stationery. Occhi writes that many kyarakutā are the result of an ‘anthropomorphization’ of objects or creatures which ‘guide the user towards specific [consumer] behaviors’ (78). While kyarakutā would be created first to sell a product, in the end, the character’s popularity at times can eclipse the product’s value, and the character thus becomes ‘pure product’, as in the case of Hello Kitty (Yano, 10). Most characters, however, merely function as ‘specific representatives of a product or service rendered mentally “sticky” through narratives, wordplay and other specialized aspects of their design’ (Occhi, 86). Miller refers to this phenomenon as ‘Japan’s zoomorphic urge’, and argues that etiquette guides and public service posters, which frequently use cute and cuddly animals in the place of humans, is done to ‘render […] potentially dangerous or sensitive topics as safe and acceptable’ (69). Cuteness instrumentally turns away from negative aspects of society, whether it is the demonstration of etiquette rules in public, or the portrayal of an underemployed or unemployed person watching TV at home, as in Rilakkuma. Thus we see a revitalization of the cute zeitgeist in Japanese consumerism in products such as the Rilakkuma franchise, produced by San-X, a company that produces and distributes ‘stationary [sic], sundry goods, merchandises [sic], and paper products with original design.’ (San-X Net). Who Is Rilakkuma? According to the company’s ‘fan’ books, written in response to the popularity of Rilakkuma’s character goods (Nakazawa), the background story of Rilakkuma is as follows: one day, a smallish bear found its way unexplained into the apartment of a Japanese OL (office lady) named Kaoru. He spends his time ‘being of no use to Kaoru, and is actually a pest by lying around all day doing nothing… his main concerns are meals and snacks. He seems to hate the summer [heat].’ Other activities include watching television, listening to music, taking long baths, and tossing balls of paper into the rubbish bin (Nakazawa, 4). His comrades are Korilakkuma (loosely translated as ‘Little Rilakkuma’) and Kiiroitori (simply, ‘Yellow Bird’). Korilakkuma is a smaller and paler version of Rilakkuma; like her friend, she appears in Kaoru’s apartment for no reason. She is described as liking to pull pranks (itazuradaisuki) and is comparatively more energetic (genki) than Rilakkuma; her main activities are imitating Rilakkuma and looking for someone with whom to play (6). Lastly, Kiiroitori is a small yellow bird resembling a chick, and seems to be the only character of the three who has any ‘right’ to reside in Kaoru’s apartment. Kiiroitori was a pet bird residing in cage before the appearance of these two bears, but after Rilakkuma and Korilakkuma set themselves up in her small apartment, Kiiroitori was liberated from his cage and flies in the faces of lazy Rilakkuma and mischievous Korilakkuma (7). Kiiroitori likes tidiness, and is frequently cleaning up after the lazy bears, and he can be short tempered about this (ibid). Kiiroitori’s interests include the charming but rather thrifty ‘finding spare change while cleaning up’ and ‘bear climbing’, which is enjoyed primarily for its annoyance to the bears (ibid). Fig. 1: Korilakkuma, Rilakkuma and Kiiroitori, in 10-year anniversary attire (photo by author). This narrative behind these character goods is yet another aspect of their commodification (in other words, their management, distribution and copyright protection). The information presented ­– the minute details of the characters’ existence, illustrated with cute drawings and calligraphy – enriches the consumer process by deepening the consumers’ interaction with the product. How does the story become as attractive as the cute character? One of the striking characteristics of the ‘official’ Rilakkuma discourse is the sense of ‘ikinari yattekita’ (things happening ‘out of the blue’; Nakazawa 22), or ‘naru yō ni narimasu’ (‘whatever will be will be’; 23) reasoning behind the narrative. Buyers want to know how and why these cute characters come into being, but there is no answer. To some extent, this vagueness reflects the reality of authorship: the characters were first conceptualized by a designer at San-X named Kondō Aki, who left the company soon after Rilakkuma’s debut in 2003 (Akibako). But this ‘out of the blue’ quality of the characters strikes a chord in many consumers’ view of their own lives: why are we here? what are we doing, and why do we do it? The existence of these characters and the reasons for their traits and preferences are inexplicable. There is no reason why or how Rilakkuma came to be – instead, readers are told that to just relax, ‘go with the flow’, and ‘what can be done today can always be done tomorrow’. Procrastination would normally be considered meiwaku, or bothersome to others who depend on you. In Productive Japan, this behavior is not valued. In Precarious Japan, however, underemployment and nonproductivity takes the pressure away from individuals to judge this behavior as negative. Procrastination shifts from meiwaku to normality, and to be transformed into kawaii culture, accepted and even celebrated as such. Rilakkuma is not the first Japanese pop cultural character to rub up against the hyper productive, gambaru (fight!) attitude associated with previous generations, with their associated tropes of the juken jikoku (exam preparation hell) for students, or the karōshi (death from overwork) salaried worker. An early example of this would be Chibi Marukochan (‘Little Maruko’), a comic character created in 1986 but whose popularity peaked in the 1990s. Maruko is an endearing but flawed primary school student who is cute and amusing, but also annoying and short tempered (Sakura). Flawed characters were frequently featured in Japanese popular culture, but Maruko was one of the first featured as heroine, not a jester-like sidekick. As an early example of Japanese cute, subversive characters, Maruko was often annoying and lazy, but she at least aspired to traits such as doing well in school and being a good daughter in her extended family. Rilakkuma, perhaps, demonstrates the extension of this cute but subversive hero/ine: when the stakes are lower (or at their lowest), so is the need for stress and anxiety. Taking it easy is the best option. Rilakkuma’s ‘charm point’ (chāmu pointo, which describes one’s personal appeal), is his transgressive cuteness, and this has paid off for San-X over the years in successful sales of his comic books as well as a variety of products (see fig. 2). Fig. 2: An example of some of the goods for sale in early 2014: a fleecy blanket, a 3d puzzle, note pads and stickers, decorative toggles for a school bag or purse, comic and ‘fan’ books, and a toy car (photo by the author). Over the decade between 2003 and 2013, San X has produced 51 volumes of Rilakkuma comics (Tonozuka, 37 – 42) and over 20 different series of stuffed animals (43 – 45); plus cushions, tote bags, tableware, stationery, and variety goods such as toilet paper holders, umbrellas and contact lens cases (46 – 52). While visiting the Rilakkuma themed shop in Tokyo Station in October 2013, a newly featured and popular product was the Rilakkuma ‘onesie’, a unisex and multipurpose outfit for adults. These products’ diversity are created to meet the consumer desires of Rilakkuma’s significant following in Japan; in a small-scale study of Japanese university students, researchers found that Rilakkuma was the number one nominated ‘favorite character’ (Nosu and Tanaka, 535). Furthermore, students claimed that the attractiveness of favorite characters were judged not just on their appearance, but also due to specific characteristics: ‘characters that are always idle, relaxed, stress-free’ and those ‘that have unusual behavior or stray from the right path’ (ibid) were cited as especially attractive/attracting. Just like Rilakkuma, these researchers found that young Japanese people – the demographic perhaps most troubled by an insecure economic future – are attracted to ‘characters that have flaws in some ways and are not merely cute’ (536). Where to, Rilakkuma? Miller, in her discussion of Japanese animal characters in a variety of cute cultural settings writes Non-human animals emerge as useful metaphors for humans, yet […] it is this aesthetic load rather than the lesson or the ideology behind the image that often becomes the center of our attention. […] However, I think it is useful to separate our analysis of zoomorphic images as vehicles for cuteness from their other possible uses and possible utility in many areas of culture (70). Similarly, we need to look beyond cute, and see what Miller terms as ‘the lesson’ behind the ‘aesthetic load’: here, how cuteness disguises social malaise and eases the shift from ‘Japan Inc.’ to ‘Japan Shrink’. When particular goods are ‘tied’ to other products, the message behind the ‘aesthetic load’ are complicated and deepened. Rilakkuma’s recent commercial (in)activity has been characterized by a variety of ‘tai uppu’ (tie ups), or promotional links between the Rilakkuma image and other similarly aligned products. Traditionally, tie ups in Japan have been most successful when formed between products that were associated with similar audiences and similar aesthetic preferences. We have seen tie ups, for example, between Hello Kitty and McDonald’s (targeting youthful fast food customers) since 1999 (Yano, 129). In ‘Japan Shrink’s’ competitive consumer market, tie ups are becoming more strategic, and all the more interesting. One of the troubled markets in Japan, as elsewhere, is the music industry. Shrinking expendable income coupled with a variety of downloading practices means the traditional popular music industry (primarily in the form of CDs) is in decline. In 2009, Rilakkuma began a co-badged campaign with Tower Records Japan – after all, listening to music is one of Rilakkuma’s listed favourite past times. TRJ was then independent from its failed US counterpart, and a major figure in the music retail scene despite disappointing CD sales since the late 1990s (Stevens, 85). To stir up consumer interest, TRJ offered objects, such as small dolls, towels and shopping bags, festooned with Rilakkuma images and phrases such as ‘Rilakkuma loves Tower Records’ and ‘Relaxed Tour 2012’ (Tonozuka, 72 – 73). Rilakkuma, in a familiar pose lying back with his arms crossed behind his head, but surrounded by musical notes and the phrase ‘No Music, No Life’ (72), presents compact image of the consumer zeitgeist of the day: one’s ikigai (reason for living) is clearly contingent on personal enjoyment, despite Japan’s music industry woes. Rilakkuma also enjoys a close relationship with the ubiquitous convenience store Lawson, which has over 11,000 individual stores throughout Japan and hundreds more overseas (Lawson, Corporate Information). Japanese konbini (the Japanese term for convenience stores), unlike their North American or Australian counterparts, enjoy a higher consumer image in terms of the quality and variety of their products, thus symbolize a certain relaxed lifestyle, as per Merry I. White’s description of the ‘no hands housewife’ breezing through the evening meal preparations thanks to ready made dishes purchased at konbini (72). Japanese convenience stores sell a variety of products, but sweets (Rilakkuma’s favourite) take up a large proportion of shelf space in many stores. The most current ‘Rilakkuma x Lawson campaign’ was undertaken between September and November 2013. During this period, customers earned points to receive a free teacup; certainly Rilakkuma’s cuteness motivated consumers to visit the store to get the prize. All was not well with this tie up, however; complaints about cracked teacups resulted in an external investigation. Finding no causal relationship between construction and fault, Lawson still apologized and offered to exchange any of the approximately 1.73 million cups with an alternate prize for any consumers who so wished (Lawson, An Apology). The alternate prize was still cute in its pink colouring and kawaii character pattern, but it was a larger and much sturdier commuter type mug. Here we see that while Rilakkuma is relaxed, he is still aware of corporate Japan’s increasing sense of corporate accountability and public health. One last tie up demonstrates an unusual alliance between the Rilakkuma franchise and other cultural icons. 2013 marked the ten-year anniversary of Rilakkuma and friends, and this was marked by several prominent campaigns. In Kyoto, we saw Rilakkuma and friends adorning o-mamori (religious amulets) at the famed Kinkakuji (Golden Pavilion), a major temple in Kyoto (see fig. 3a). The ‘languid dream’ of the lazy bear is a double-edged symbol, contrasting with the disciplined practice of Buddhism and complying with a Zen-like dream state of the beauty of the grounds. Another ten-year anniversary campaign was the tie up between Rilakkuma and the 50 year anniversary of JR’s Yamanote Line, the ‘city loop’ in Tokyo. Fig. 3a: Kiiroitori sits atop Rilakkuma with Korilakkuma by their side at the Golden Pavillion, Kyoto. The top caption reads: ‘Relaxed bear, Languid at the Golden Pavilion; Languid Dream Travelogue’Fig. 3b: a key chain made to celebrate Rilakkuma’s appointment to the JR Line; still lazy, Rilakkuma lies on his side but wears a conductor’s cap. This tie up was certainly a coup, for the Yamanote Line is a significant part of 13 million Tokyo residents’ lives, as well as a visible fixture in the cultural landscape since the early postwar period. The Yamanote, with its distinctive light green coloring (uguisuiro, which translates literally to ‘nightingale [bird] colour’) has its own aesthetic: as one of the first modern train lines in the capital, it runs through all the major leisure districts and is featured in many popular songs and even has its own drinking game. This nostalgia for the past, coupled with the masculine, super-efficient former national railway’s system is thus juxtaposed with the lazy, feminized teddy bear (Rilakkuma is male, but his domain is feminine), linking a longing for the past with gendered images of production and consumption in the present. In figure 3b, we see Rilakkuma riding the Yamanote on his own terms (lying on his side, propped up by one elbow – a pose we would never see a JR employee take in public). This cheeky cuteness increases the iconic train’s appeal to its everyday consumers, for despite its efficiency, this line is severely overcrowded during peak hours and suffers from user malaise with respect to etiquette and safety issues. Life in contemporary Japan is no longer the bright, shiny ‘bubble’ of the 1980s. Japan is wrestling with internal and external demons: the nuclear crisis, the lagging economy, deteriorating relations with China, and a generation of young people who have never experienced the optimism of their parents’ generation. Dreamlike, Japan’s denizens move through the contours of their daily lives much as they have in the past, for major social structures remain for the most part in tact; instead, it is the vision of the future that has altered. In this environment, we can argue that kawaii aesthetics are all the more important, for if we are uncomfortable thinking about negative or depressing topics such as industries in decline, questionable consumer safety standards, and overcrowded trains, a cute bear can make it much more ‘bear’-able.ReferencesDriscoll, Mark. “Debt and Denunciation in Post-Bubble Japan: On the Two Freeters.” Cultural Critique 65 (2007): 164-187. Kondō Aki - akibako. “Profile [of Designer Aki Kondō].” 6 Feb. 2014 ‹http://www.akibako.jp/profile/›. Lawson. “Kigyō Jōhō: Kaisha Gaiyō [Corporate Information: Company Overview].” Feb. 2013. 10 Feb. 2014 ‹http://www.lawson.co.jp/company/corporate/about.html/›. Lawson. “Owabi to Oshirase: Rōson aki no rilakkuma fea keihin ‘rilakkuma tei magu’ hason no osore [An Apology and Announcement: Lawson’s Autumn Rilakkuma Fair Giveaway ‘Rilakkuma Tea Mug’ Concern for Damage.” 2 Dec. 2013. 10 Feb. 2014 ‹http://www.lawson.co.jp/emergency/detail/detail_84331.html›. Miller, Laura. “Japan’s Zoomorphic Urge.” ASIANetwork Exchange XVII.2 (2010): 69-82. Ministry of Health, Labour and Welfare. “Employment Security.” 10 Feb. 2014 ‹http://www.mhlw.go.jp/english/policy/employ-labour/employment-security/dl/employment_security_bureau.pdf›. Nakazawa Kumiko, ed. Rirakkuma Daradara Fuan Bukku [Relaxed Bear Leisurely Fan Book]. Tokyo: Kabushikigaisha Shufutoseikatsu. 2008. Nosu, Kiyoshi, and Mai Tanaka. “Factors That Contribute to Japanese University Students’ Evaluations of the Attractiveness of Characters.” IEEJ Transactions on Electrical and Electronic Engineering 8.5 (2013): 535–537. Occhi, Debra J. “Consuming Kyara ‘Characters’: Anthropomorphization and Marketing in Contemporary Japan.” Comparative Culture 15 (2010): 78–87. Roberson, James E., and Nobue Suzuki, “Introduction”, in J. Roberson and N. Suzuki, eds., Men and Masculinities in Contemporary Japan: Dislocating the Salaryman Doxa. London: RoutledgeCurzon, 2003. 1-19. Sakura, Momoko. Chibi Marukochan 1 [Little Maruko, vol. 1]. Tokyo: Shūeisha, 1987 [1990]. San-X Net. “Company Info.” 10 Feb. 2014 ‹http://www.san-x.jp/COMPANY_INFO.html›. Steger, Brigitte. “Negotiating Gendered Space on Japanese Commuter Trains.” ejcjs 13.3 (2013). 29 Apr. 2014 ‹http://www.japanesestudies.org.uk/ejcjs/vol13/iss3/steger.html› Stevens, Carolyn S. Japanese Popular Music: Culture, Authenticity and Power. London: Routledge, 2008. The Japan Times. “Nonregulars at Record 35.2% of Workforce.” 22 Feb. 2012. 6 Feb. 2014 ‹http://www.japantimes.co.jp/news/2012/02/22/news/nonregulars-at-record-35-2-of-workforce/#.UvMb-kKSzeM›. Tonozuka Ikuo, ed. Rirakkuma Tsuzuki Daradara Fan Book [Relaxed Bear Leisurely Fan Book, Continued]. Tokyo: Kabushikigaisha Shufutoseikatsu, 2013. Treat, John Whittier. “Yoshimoto Banana’s Kitchen, or The Cultural Logic of Japanese Consumerism.” In L. Skov and B. Moeran, eds., Women, Media and Consumption in Japan, Surrey: Curzon, 1995. 274-298. White, Merry I. “Ladies Who Lunch: Young Women and the Domestic Fallacy in Japan.” In K. Cwiertka and B. Walraven, eds., Asian Food: The Global and the Local. Honolulu: University of Hawai’i Press, 2001. 63-75. Yano, Christine R. Pink Globalization: Hello Kitty’s Trek across the Pacific. Durham, NC: Duke University Press, 2013.

Batik “Puspa Kencana” and Batik “Tahta” are part of batik industrial center located in Kampung Laweyan Surakarta. As a growing business unit in the global market, Batik “Puspa Kencana” and Batik “Tahta” have big challenges in market access and business competitiveness improvement. Marketing activities undertaken by both partners through the process of direct sales to customers and following the exhibition. The marketing model made the market access limited to Surakarta and its surrounding areas only. Utilizing technology by building online stores and digital profiles can be one solution to expand market access for Batik “Puspa Kencana” and Batik “Tahta” Laweyan. The methods used for community service activities are training, program implementation and application maintenance assistance. Partners are very enthusiastic and helped by the implementation of digital marketing because the introduction of stores and marketing activities can be done easily wherever and whenever through online stores and company digital profiles that can be accessed by internet and social media.

Being introduced in India in 1956 as an easy –to-use white glue for carpenters in replacement of Saresh (fat-based adhesives), the ULTIBOND company started its journey and never looked back. As The ULTIBOND Company was well known to recognize the need of their product and convert it into a marvelous opportunity, the company started manufacturing AI glue products for students as well as for professional and educational institutes. In order to shift end-users from natural glues and other synthetic adhesives available at the time, AI glue embarked on a bold marketing game plan. Instead of selling through stores, AI glue approached carpenters directly. This direct marketing initiative was one of the most successful strategies employed by the company and helped the brand gain a strong foothold in the white glue market. By 1965, the brand was big enough to develop its own manufacturing plant in Maharashtra. Primarily the company decided to enter into the retail market with a packaging of 33 grams collapsible tube in early 1970’s, later came up with many other unique packaging styles to cater the need and requirements of different segments of its customer base.

The beginning of information technology has led to a burst of data in every sector of operation. Handling huge volume of data to mine useful information to support decision making is one of the current sources of competitive advantage for organizations. However, preceding research literature on predictive analytics has attributed a lack of direct causal influence on predictive analytics in a manner that support Supply Chain Management in utility companies’ performance. This is as a result of huge data posing great challenges to practitioners when incorporating it into their complex decision making which adds business value. The purpose of this study was to introduce predictive analytics in supply chain management framework that enhances decision making in Kenya Power and lighting Company in Kenya. The study was guided by the following research objectives; to assess the existing predictive analytics in Supply Chain Management, to analyse existing supply chain management systems in utility companies in Kenya and to develop an integrated predictive analytics framework for big data in supply chain management for decision making in Kenya Power and lighting Company in Kenya. This research employed the Design Science research design because one of the key outcomes of the research was framework development. The study was carried out in Kenya Power & Lighting Company in Western Region in the republic of Kenya. The target population was 10 regional finance officers, 10 regional procurement officers, 47 county stores in-charges, 47 county project supervisors and 47 county business managers totalling to 161 as the sample size. The main tools for data collection were questionnaires, interview schedules and documentary review.

This case introduces students to a big-box chain of home improvement stores with locations across the United States. In the role of a data analyst for the company, students will help the new CFO to understand the non-financial drivers of revenue in this retail chain. In addition, students will create a “dashboard” visual that allows the CFO to evaluate the performance of each store manager by date and by state and by store number. Ten years of data created specifically for this project, including revenue by store and data to create four non-financial performance measures at the store level are available in a Microsoft Access database. Students analyze this data using Excel Power Pivot and/or Power BI and summarize their findings in a visual and written report.

The advent of the COVID-19 pandemic triggered changes in the social behavior of individuals and companies, affecting the operations of organizations operating in various economic sectors. Changes in operational processes promoted by retail companies were motivated by changes in consumer purchasing habits. From this perspective, digital technologies belonging to the concept of Industry 4.0 (I4.0) have shown themselves to be promising. Given this scenario, the objective was to identify which operational processes were remodeled, from the perspective of innovation, due to the adoption of new technologies, in particular, Industry 4.0 technologies, in a specific supermarket chain. The method used in the research was a single, exploratory, and qualitative case study. The research results indicated three main changes in operational processes promoted by the company because of the COVID-19 pandemic, namely: the incorporation of remote work for part of the workforce, the implementation of an online sales channel, and the adoption of payment systems via PIX and contactless payments. For such operational changes to be made possible, three types of technologies belonging to the industry 4.0 concept were crucial: cloud computing, big data, and the Internet of Things.

This case tracks the relationship between Catalina, a provider of customized coupons for consumer packaged goods manufacturers, and the Meijer Stores supermarket chain. An optional instructor-only multimedia product is available featuring top company executives talking about the co-creation of this new product with a major customer. Class discussion centers on the challenges of executing a co-creation initiative in business-to-business settings. Suitable for both MBA and executive learners, it prompts students to identify the criteria for selecting a co-creation partner and debate the best team structure for co-creating products. Should Catalina co-create the cardless loyalty program with Meijer? Who would bear the expenses of developing this new service? Catalina's CEO must retain Meijer as a member of its network of retailers that print customized coupons at checkout. Meijer's departure could prompt other retailers to follow, thereby affecting Catalina's value proposition to CPG manufacturers. One option is to help Meijer develop a cardless loyalty program. But Catalina has no prior experience with that type of program. Still, its customized-coupon skills are potentially portable to a cardless loyalty program.

Virtual worlds have been purported to provide a fertile bed for marketing and brand-building for real-life companies. In Second Life, for example, there was a flurry of media hype and activity by companies in the period from 2007-2008. Several years on, however, the reality is that most of the big name brands have pulled out of Second Life. One of the reasons for this is the poor level of value generated for customers by the virtual brand experience, poor interactivity, a lack of brand and channel fit, and inadequate understanding of virtual communities. Recently, a new form of more targeted brand offerings has emerged. Branded virtual worlds, many of which are targeted at the youth segment, are growing rapidly. Many of these worlds attempt to bridge the gap between the real and virtual worlds, including advertising and real-world tie-ins, as well as subscriptions and digital micro-transactions. This paper examines one such virtual world, buildabearville.com, and its real-world counterpart, Build-a-Bear Workshop. This successful case study has become increasingly important in driving revenues and cross-channel activity for the company. The paper rounds off with conclusions and implications for practice in this very new area of investigation.

Purpose Chewy, Inc. is a direct-to-consumer seller of pet food and supplies. Their approach involves a deep understanding of pet owners’ needs and behaviors to provide personalized product recommendations and exceptional customer service. This case study aims to describe Chewy’s growth strategies and how the company can remain a market leader. Design/methodology/approach Using the customer value assessment tool, the authors examine Chewy’s value proposition, including service, quality, image and price strategies. Findings Chewy has built a loyal customer base that values the company’s commitment to their pets’ health and well-being. Future opportunities include focusing on pet wellness products and services, collaborating with veterinary providers in telemedicine and international expansion. Research limitations/implications This work is largely conceptual and presents a descriptive case study which reviews Chewy’s marketing strategy based on industry research as well as a customer value assessment via the service-quality-image-price framework. Practical implications Corporate leaders must adapt to market change and create business strategies to deliver superior value for customers. This requires innovative products, services and processes. The strategic insights are applicable to retailers, service and technology firms and entrepreneurial companies seeking to scale their businesses. Originality/value Chewy’s highly competitive market includes Amazon, e-commerce pet supply companies and big-box pet stores. But it has dominated the online sector and has substantial growth prospects. This paper concludes with recommendations for management and questions for consideration.

The habitual passenger cannot grasp the folly of traffic based overwhelmingly on transport. His inherited perceptions of space and time and of personal pace have been industrially deformed. He has lost the power to conceive of himself outside the passenger role (Illich 25).The most basic definition of Stillness refers to a state of being in the absence of both motion and disturbance. Some might say it is anti-American. Stillness denies the democratic freedom of mobility in a social system where, as Ivan Illich writes in Energy and Equity, people “believe that political power grows out of the capacity of a transportation system, and in its absence is the result of access to the television screen” (26). In America, it isn’t too far of a stretch to say that most are quite used to being interpolated as some sort of subject of the screen, be it the windshield or the flat screen. Whether in transport or tele-vision, life is full of traffic and flickering images. In the best of times there is a choice between being citizen-audience member or citizen-passenger. A full day might include both.But during the summer of 2008 things seemed to change. The citizen-passenger was left beached, not in some sandy paradise but in their backyard. In this state of SIMBY (stuck in my backyard), the citizen-passenger experienced the energy crisis first hand. Middle class suburbanites were forced to come to terms with a new disturbance due to rising fuel prices: unattainable motion. Domestic travel had been exchanged for domestication. The citizen-passenger was rendered what Paul Virilio might call, “a voyager without a voyage, this passenger without a passage, the ultimate stranger, and renegade to himself” (Crepuscular 131). The threat to capitalism posed by this unattainable motion was quickly thwarted by America’s 'big box' stores, hotel chains, and news networks. What might have become a culturally transformative politics of attainable stillness was hijacked instead by The Great American Staycation. The Staycation is a neologism that refers to the activity of making a vacation out of staying at home. But the Staycation is more than a passing phrase; it is a complex cultural phenomenon that targeted middle class homes during the summer of 2008. A major constraint to a happy Staycation was the uncomfortable fact that the middle class home was not really a desirable destination as it stood. The family home would have to undergo a series of changes, one being the initiation of a set of time management strategies; and the second, the adoption of new objects for consumption. Good Morning America first featured the Staycation as a helpful parenting strategy for what was expected to be a long and arduous summer. GMA defined the parameters of the Staycation with four golden rules in May of 2008:Schedule start and end dates. Otherwise, it runs the risk of feeling just like another string of nights in front of the tube. Take Staycation photos or videos, just as you would if you went away from home on your vacation. Declare a 'choratorium.' That means no chores! Don't make the bed, vacuum, clean out the closets, pull weeds, or nothing, Pack that time with activities. (Leamy)Not only did GMA continue with the theme throughout the summer but the other networks also weighed in. Expert knowledge was doled out and therapeutic interventions were made to make people feel better about staying at home. Online travel companies such as expedia.com and tripadvisor.com, estimated that 60% of regular vacation takers would be staying home. With the rise and fall of gas prices, came the rise of fall of the Staycation.The emergence of the Staycation occurred precisely at a time when American citizens were confronted with the reality that their mobility and localities, including their relationship to domestic space, were structurally bound to larger geopolitical forces. The Staycation was an invention deployed by various interlocutors most threatened by the political possibilities inherent in stillness. The family home was catapulted into the circuits of production, consumption, and exchange. Big TV and Big Box stores furthered individual’s unease towards having to stay at home by discursively constructing the gas prices as an impediment to a happy domestic life and an affront to the American born right to be mobile. What was reinforced was that Americans ideally should be moving, but could not. Yet, at the same time it was rather un-American not to travel. The Staycation was couched in a powerful rhetoric of one’s moral duty to the nation while playing off of middle class anxieties and senses of privilege regarding the right to be mobile and the freedom to consume. The Staycation satiates all of these tensions by insisting that the home can become a somewhere else. Between spring and autumn of 2008, lifestyle experts, representatives from major retailers, and avid Staycationers filled morning slots on ABC, NBC, FOX, CBS, and CNN with Staycation tips. CNN highlighted the Staycation as a “1st Issue” in their Weekend Report on 12 June 2008 (Alban). This lead story centred on a father in South Windsor, Connecticut “who took the money he would normally spend on vacations and created a permanent Staycation residence.” The palatial home was fitted with a basketball court, swimming pool, hot tub, gardening area, and volleyball court. In the same week (and for those without several acres) CBS’s Early Show featured the editor of behindthebuy.com, a company that specialises in informing the “time starved consumer” about new commodities. The lifestyle consultant previewed the newest and most necessary items “so you could get away without leaving home.” Key essentials included a “family-sized” tent replete with an air conditioning unit, a projector TV screen amenable to the outdoors, a high-end snow-cone maker, a small beer keg, a mini-golf kit, and a fast-setting swimming pool that attaches to any garden hose. The segment also extolled the virtues of the Staycation even when gas prices might not be so high, “you have this stuff forever, if you go on vacation all you have are the pictures.” Here, the value of the consumer products outweighs the value of erstwhile experiences that would have to be left to mere recollection.Throughout the summer ABC News’ homepage included links to specific products and profiled hotels, such as Hiltons and Holiday Inns, where families could at least get a few miles away from home (Leamy). USA Today, in an article about retailers and the Staycation, reported that Wal-Mart would be “rolling back prices on everything from mosquito repellent to portable DVD players to baked beans and barbecue sauce”. Target and Kohl’s were celebrated for offering discounts on patio furniture, grills, scented candles, air fresheners and other products to make middle class homes ‘staycationable’. A Lexis Nexis count revealed over 200 news stories in various North American sources, including the New York Times, Financial Times, Investors Guide, the Christian Science Monitor, and various local Consumer Credit Counselling Guides. Staying home was not necessarily an inexpensive option. USA Today reported brand new grills, grilling meats, patio furniture and other accoutrements were still going to cost six percent more than the previous year (24 May 2008). While it was suggested that the Staycation was a cost-saving option, it is clear Staycations were for the well-enough off and would likely cost more or as much as an actual vacation. To put this in context with US vacation policies and practices, a recent report by the Center for Economic and Policy Research called No-Vacation Nation found that the US is the only advanced economy in the world that does not guarantee its workers paid vacation (Ray and Schmidt 3). Subsequently, without government standards 25% of Americans have neither paid vacation nor paid holidays. The Staycation was not for the working poor who were having difficulty even getting to work in the first place, nor were they for the unemployed, recently job-less, or the foreclosed. No, the Staycationers were middle class suburbanites who had backyards and enough acreage for swimming pools and tents. These were people who were going to be ‘stuck’ at home for the first time and a new grill could make that palatable. The Staycation would be exciting enough to include in their vacation history repertoire.All of the families profiled on the major networks were white Americans and in most cases nuclear families. For them, unattainable motion is an affront to the privilege of their white middle class mobility which is usually easy and unencumbered, in comparison to raced mobilities. Doreen Massey’s theory of “power geometry” which argues that different people have differential and inequitable relationships to mobility is relevant here. The lack of racial representation in Staycation stories reinforces the reality that has already been well documented in the works of bell hooks in Black Looks: Race and Representation, Lynn Spigel in Welcome to the Dreamhouse: Popular Media and Postwar Suburbs, and Jeremy Packer in Mobility without Mayhem: Safety, Cars and Citizenship. All of these critical works suggest that taking easily to the great open road is not the experience of all Americans. Freedom of mobility is in fact a great American fiction.The proprietors for the Great American Staycation were finding all sorts of dark corners in the American psyche to extol the virtues of staying at home. The Staycation capitalised on latent xenophobic tendencies of the insular family. Encountering cultural difference along the way could become taxing and an impediment to the fully deserved relaxation that is the stuff of dream vacations. CNN.com ran an article soon after their Weekend Report mentioned above quoting a life coach who argued Staycations were more fitting for many Americans because the “strangeness of different cultures or languages, figuring out foreign currencies or worrying about lost luggage can take a toll” (12 June 2008). The Staycation sustains a culture of insularity, consumption, distraction, and fear, but in doing so serves the national economic interests quite well. Stay at home, shop, grill, watch TV and movies, these were the economic directives programmed by mass media and retail giants. As such it was a cultural phenomenon commensurable to the mundane everyday life of the suburbs.The popular version of the Staycation is a highly managed and purified event that reflects the resort style/compound tourism of ‘Club Meds’ and cruise ships. The Staycation as a new form of domestication bears a significant resemblance to the contemporary spatial formations that Marc Augé refers to as non-places – contemporary forms of homogeneous architecture that are scattered across disparate locales. The nuclear family home becomes another point of transfer in the global circulation of capital, information, and goods. The chain hotels and big box stores that are invested in the Staycation are touted as part of the local economy but instead devalue the local by making it harder for independent restaurants, grocers, farmers’ markets and bed and breakfasts to thrive. In this regard the Staycation excludes the local economy and the community. It includes backyards not balconies, hot-dogs not ‘other’ types of food, and Wal-Mart rather than then a local café or deli. Playing on the American democratic ideals of freedom of mobility and activating one’s identity as a consumer left little room to re-think how life in constant motion (moving capital, moving people, moving information, and moving goods) was partially responsible for the energy crisis in the first place. Instead, staying at home became a way for the American citizen to support the floundering economy while waiting for gas prices to go back down. And, one wouldn’t have to look that much further to see that the Staycation slips discursively into a renewed mission for a just cause – the environment. For example, ABC launched at the end of the summer a ruse of a national holiday, “National Stay at Home Week” with the tag line: “With gas prices so high, the economy taking a nosedive and global warming, it's just better to stay in and enjoy great ABC TV.” It comes as no shock that none of the major networks covered this as an environmental issue or an important moment for transformation. In fact, the air conditioning units in backyard tents attest to quite the opposite. Instead, the overwhelming sense was of a nation waiting at home for it all to be over. Soon real life would resume and everyone could get moving again. The economic slowdown and the energy crisis are examples of the breakdown and failure of capitalism. In a sense, a potential opened up in this breakdown for Stillness to become an alternative to life in constant and unrequited motion. That is, for the practice of non-movement and non-circulation to take on new political and cultural forms especially in the sprawling suburbs where the car moves individuals between the trifecta of home, box store, and work. The economic crisis is also a temporary stoppage of the flows. If the individual couldn’t move, global corporate capital would find a way to set the house in motion, to reinsert it back into the machinery that is now almost fully equated with freedom.The reinvention of the home into a campground or drive-in theatre makes the house a moving entity, an inverted mobile home that is both sedentary and in motion. Paul Virilio’s concept of “polar inertia” is important here. He argues, since the advent of transportation individuals live in a state of “resident polar inertia” wherein “people don’t move, even when they’re in a high speed train. They don’t move when they travel in their jet. They are residents in absolute motion” (Crepuscular 71). Lynn Spigel has written extensively about these dynamics, including the home as mobile home, in Make Room for TV and Welcome to the Dreamhouse. She examines how the introduction of the television into domestic space is worked through the tension between the private space of the home and the public world outside. Spigel refers to the dual emergence of portable television and mobile homes. Her work shows how domestic space is constantly imagined and longed for “as a vehicle of transport through which they (families) could imaginatively travel to an illicit place of passion while remaining in the safe space of the family home” (Welcome 60-61). But similarly to what Virilio has inferred Spigel points out that these mobile homes stayed parked and the portable TVs were often stationary as well. The Staycation exists as an addendum to what Spigel captures about the relationship between domestic space and the television set. It provides another example of advertisers’ attempts to play off the suburban tension between domestic space and the world “out there.” The Staycation exacerbates the role of the domestic space as a site of production, distribution, and consumption. The gendered dynamics of the Staycation include redecorating possibilities targeted at women and the backyard beer and grill culture aimed at men. In fact, ‘Mom’ might suffer the most during a Staycation, but that is another topic. The point is the whole family can get involved in a way that sustains the configurations of power but with an element of novelty.The Staycation is both a cultural phenomenon that feeds off the cultural anxieties of the middle class and an economic directive. It has been constructed to maintain movement at a time when the crisis of capital contains seeds for an alternative, for Stillness to become politically and culturally transformative. But life feels dull when the passenger is stuck and the virtues of Stillness are quite difficult to locate in this cultural context. As Illich argues, “the passenger who agrees to live in a world monopolised by transport becomes a harassed, overburdened consumer of distances whose shape and length he can no longer control” (45). When the passenger is the mode of identification, immobility becomes unbearable. In this context a form of “still mobility” such as the Staycation might be satisfying enough. ConclusionThe still citizen is a threatening figure for capital. In Politics of the Very Worst Virilio argues at the heart of capitalism is a state of permanent mobility, a condition to which polar inertia attests. The Staycation fits completely within this context of this form of mobile immobility. The flow needs to keep flowing. When people are stationary, still, and calm the market suffers. It has often been argued that the advertising industries construct dissatisfaction while also marginally eliminating it through the promises of various products, yet ultimately leaving the individual in a constant state of almost satisfied but never really. The fact that the Staycation is a mode of waiting attests to this complacent dissatisfaction.The subjective and experiential dimensions of living in a capitalist society are experienced through one’s relationship to time and staying on the right path. The economic slowdown and the energy crisis are also crises in pace, energy, and time. The mobility and tempo, the pace and path that capital relies on, has become unhinged and vulnerable to a resistant re-shaping. The Staycation re-sets the tempo of suburbia to meet the new needs of an economic slowdown and financial crisis. Following the directive to staycate is not necessarily a new form of false consciousness, but an intensified technological and economic mode of subjection that depends on already established cultural anxieties. But what makes the Staycation unique and worthy of consideration is that capitalists and other disciplinary institutions of power, in this case big media, construct new and innovative ways to control people’s time and regulate their movement in space. The Staycation is a particular re-territorialisation of the temporal and spatial dimensions of home, work, and leisure. In sum, Staycation and the staging of National Stay at Home Week reveals a systemic mobilising and control of a population’s pace and path. As Bernard Stiegler writes in Technics and Time: “Deceleration remains a figure of speed, just as immobility is a figure of movement” (133). These processes are inexorably tied to one another. Thinking back to the opening quote from Illich, we could ask how we might stop imagining ourselves as passengers – ushered along, falling in line, or complacently floating past. To be still in the flows could be a form of ultimate resistance. In fact, Stillness has the possibility of becoming an autonomous practice of refusal. It is after all this threatening potentiality that created the frenzied invention of the Staycation in the first place. To end where I began, Illich states that “the habitual passenger must adopt a new set of beliefs and expectations if he is to feel secure in the strange world” (25-26). The horizon of political possibility is uniformly limited for the passenger. Whether people actually did follow these directives during the summer of 2008 is hard to determine. The point is that the energy crisis and economic slowdown offered a potential to vacate capital’s premises, both its pace and path. But corporate capital is doing its best to make sure that people wait, staycate, and see it through. The Staycation is not just about staying at home for vacation. It is about staying within reach, being accounted for, at a time when departing global corporate capital seems to be the best option. ReferencesAlban, Debra. “Staycations: Alternative to Pricey, Stressful Travel.” CNN News 12 June 2008. 6 Mar. 2009 ‹http://edition.cnn.com/2008/LIVING/worklife/06/12/balance.staycation/index.html›.Augé, Marc. Non-Places: Introduction to an Anthropology of Supermodernity. Verso, London, 1995.hooks, bell. Black Looks: Race and Representation. Boston: South End Press, 1992.Illich, Ivan. Energy and Equity. New York: Perennial Library, 1974.Leamy, Elisabeth. “Tips for Planning a Great 'Staycation'.” ABC News 23 May 2008. 6 Mar. 2009 ‹http://abcnews.go.com/GMA/Parenting/story?id=4919211›.Massey, Doreen. Space, Place, and Gender. Minneapolis: Minnesota U P, 1994.Packer, Jeremy. Mobility without Mayhem: Safety, Cars, and Citizenship. Durham, NC: Duke U P, 2008.Ray, Rebecca and John Schmitt. No-Vacation Nation. Washington, D.C.: Center for Economic and Policy Research, May 2007.Spigel, Lynn. Make Room for TV: Television and the Family Ideal in Postwar America. Chicago: Chicago U P, 1992.———. Welcome to the Dreamhouse: Popular Media and Postwar Suburbs. Durham, NC: Duke U P, 2001.Stiegler, Bernard. Technics and Time 2: Disorientation. Trans. Stephen Barker. California: Stanford University Press, 2009.USA Today. “Retailers Promote 'Staycation' Sales.” 24 May 2008. 6 Mar. 2009 ‹http://www.usatoday.com/money/industries/retail/2008-05-24-staycations_N.htm›.Virilio, Paul. Speed and Politics. Trans. Mark Polizzotti. New York: Semiotext(e), 1986.———. In James der Derian, ed. The Virilio Reader. Malden, Mass.: Blackwell, 1998.———. Politics of the Very Worst. New York: Semiotext(e), 1999.———. Crepuscular Dawn. New York: Semiotext(e), 2002.

At a small suburban dinner party, the hostess asks a guest if he would like some more. Bunging on a silly accent, he grunts, "no, look. I couldn't eat another thing, I'm absolutely stuffed." Everyone at the table smiles. The host, who has no ear for accents, says, "oh, go on monsieur, wouldn't you like an after-dinner mint?" Smiles widen. "No. Bugger off," says the first guest. "O go on sir, it's only wafer-thin." "No, no," cry the other guests. "You're supposed to say, 'just one?'" "Sorry," says the host, much abashed. The first guest, however, picks up his cue and says, "oh alright, just one." Then he puts up his hand. "No really," he says, in his normal voice. "Unless you want me to explode." This causes the remaining guests to fall about laughing. "What," wonders the American at the table, aloud, "was that?!" Was it play? Certainly, it bears most of the elements prescribed by Huizinga as characteristic of play. It occurred spontaneously, according to pre-arranged rules which the participants all knew (except the American, but exclusivity too is a characteristic of play). It had a beginning and a clear end. It was not productive but rather was performed for its own sake. That is, it did not perform any work, such as helping to close the meal or providing information, but merely made the players happy. It was accompanied by the requisite feeling of joy and there was an element of tension (getting the script right). Further, the event incorporated two of the social practices which Huizinga identified as amongst the most playful -- performance and ritual. But there are two elements that Huizinga identified as being characteristic of play which do not quite fit the above scenario. Interestingly, they are the two characteristics about which Huizinga is most adamant. The first is the stricture regarding place. Huizinga argues that all play occurs in a specific, often dedicated, playspace. The dining room table, however, is hardly a defined play-space; indeed many mothers would argue it was precisely not a play-space. Perhaps it was a play-space in that the child in the back bedroom was not "playing", while everyone in the dining room was "included". The second question regards Huizinga's assertion that play happens in a "time apart". The performance described above, however, happened during dinner -- again, a time which many would regard as designated "not play-time". Perhaps the little ritual might be regarded as "time apart" -- a diversionary loop in linear time, if you like -- in that it did not progress the course of the meal. Huizinga, of course, wrote as a social philosopher. His work goes on to categorize the play element in cultural activities such as politics, art, music, games, and so on. If it is not limited to sport or the make-believe activities of children, what is play? How is it (if this is not entirely the wrong word) practised? If, for example, we went back to the dinner party, would the people there be able to identify what they had just done as play? Nor do my recollections of work, either as a secretary or later as a postgrad, bear out the complete separate-ness of play which Huizinga proposed. Rather, while the diversionary element is retained, for adults at least, play seems to be largely embedded in the stream of work, often occuring in a workspace, during worktime. Play for adults is a quick game of solitaire while answering a phone enquiry, netsurfing while the photocopier runs, or a bitchy (but fortunately silent) IRC chat with another worker, even in the same office. It is far more like de Certeau's notion of la perruque, though necessarily less productive. Kirsty Leishman's article about working in a convenience store bears out my initial feeling that most people's experience of play -- in their day-to-day lives at least, rather than on holidays (another can of worms entirely) -- consists of playful acts or moments, rather than Huizinga's "acts apart". Play, however, is consistently discursively constructed as the opposite of work. As such, it has a place in our thinking about creativity, but there remains a degree of suspicion with which we regard creative work, and even creative work-places. For example, Pixar, the company who (with Disney) created the computer-animated features Toy Story (1995) and A Bug's Life (1998), is described thus: "at Pixar, Steve Jobs' animation house in nearby Richmond, the mood is quirky and relentlessly upbeat ... . On a typical workday, employees' kids and pets roam the halls. 'Work hard and play hard, and in between time you're flying down the hall on a scooter,' says Pixar's head recruiter, Rachel Hannah." A number of significant elements appear to emerge from this description. The first is the description of Pixar as an animation "house", relating it back to the domestic, the realm of the private, the realm of play (as opposed to the public realm of work). This is underlined by the association with children (who are free to play) and pets (more domesticity -- and of course, what you do with your pet, usually, is to play with it). Working at Pixar (especially compared to work in university admin, or a convenience store) can hardly amount to work at all. It's too much fun. Clearly, in mobilising this kind of discourse, Pixar seeks to enhance its reputation for creativity. In that particular industry, such a discourse has two functions. One is to enhance the "fun" and child-appropriate-ness of the films in a marketing arena. The other, however, disguises the very real, very mundane and very tedious work that actually goes into computer animation (not to mention Disney's well-known corporate bastardry), which, objectively, is far more like factory production than we would like to think. The technology of these productions is always discussed; the work of production is never mentioned. For example, another review of Toy Story claims that rendering the film took "800,000 computer hours", but makes no mention of how many people worked for how long to operate those computers. Thus, descriptions of animation workplaces as playgrounds feed into the "magic" discourses which are traditionally associated with animation. One's first instinct is to disbelieve the above type of description of a workplace as mere "publicity", as a lie constructed to perpetuate the conditions of production. As Smoodin points out, the technological and creative discourses around animation embody one of the "paradoxes of capitalist mythology: industry becomes a wonderland and work turns into fun, while at the same time workers disappear" (96). Academic use of the notion of play picks up on this suspicion, and propagates the discursive division between work and play. Our good leftist assessments of power structures would suggest that there is no room for play in the workplace. There is even less room, presumably, for fun. Fun is a notion fairly effectively erased from academic discourse, as Rutsky has pointed out. Rather, academic use of "play" to describe the structure and nature of texts such as IRC chat, or animated films, turns play into a kind of legitimated "not-work". Unfortunately, it becomes not-fun as well. The problem is that the above descriptions of "work" in an animation studio may be more or less accurate. Certainly, there is a lot of tedious work in animation, but the animation houses I have visited (including Disney Studios in Sydney) are playful places. They do involve loud music, people who dress funny, visiting dogs and an abundance of what can only be described as toys. (Admittedly, some of these 'toys' are very big, cost hundreds of thousands of dollars and are produced by Silicon Graphics.) Similarly, my work as an academic pretty well fits Huizinga's definition of play, with the exception, again, of a separateness in time and space (I am, after all, writing at home on a console still Tetris-warm). And, while the kind of play performed by secretaries and convenience-store clerks in their workplaces might be a fairly desultory kind of play, with a somewhat subdued sense of "fun", it is play nonetheless. It seems that the divide between work and play is perhaps less clear in our lived experiences than it is in our writings. The fuzziness of the divide -- and the determination to maintain its existence, if only academically -- is something deserving of further attention. References De Certeau, Michel. The Practice of Everyday Life. Trans. Steven Rendall. Berkeley: U of California P, 1984. Huizinga, Johan. Homo Ludens: A Study of the Play Element in Culture. 1949. Trans. George Steiner. London: Paladin, 1970. Johnson, Brian D. "Toy Story." Rev. of Toy Story, dir. John Lasseter. Maclean's 11 Dec. 1995: 74. "Mr Creosote Sketch". Monty Python's The Meaning of Life. Dir. Terry Jones. Perf. John Cleese, Terry Jones. Celandine Films, 1983. Rutsky, R. L., and Justin Wyatt. "Serious Pleasures: Cinematic Pleasure and the Notion of Fun." Cinema Journal 30.1 (1990): 3-19. Smoodin, E. Animating Culture: Hollywood Cartoons from the Sound Era. Oxford: Roundhouse, 1993. Citation reference for this article MLA style: Rebecca Farley. "How Do You Play?" M/C: A Journal of Media and Culture 1.5 (1998). [your date of access] <http://www.uq.edu.au/mc/9812/how.php>. Chicago style: Rebecca Farley, "How Do You Play?," M/C: A Journal of Media and Culture 1, no. 5 (1998), <http://www.uq.edu.au/mc/9812/how.php> ([your date of access]). APA style: Rebecca Farley. (1998) How do you play? M/C: A Journal of Media and Culture 1(5). <http://www.uq.edu.au/mc/9812/how.php> ([your date of access]).

This paper aims to provide a comparative analysis of private demand for innovation in the context of the ex-YU countries such as Slovenia, Croatia, Serbia and Macedonia from 2011 to 2016. One key variable for the importance of demand for innovation is the buyer sophistication. This signals the ability of buyers to select products and services based on performance rather than price and to bear the cost of products at the beginning of the life cycle. The companies that face a sophisticated domestic market are likely to sell high quality products and a close proximity to such consumers should to enables the company to better understand the needs and desires of the customers and how they perceive the value of the product. For cultural or historical reasons, buyers may be more demanding in some countries than in others. Hence, оur start point is that “higher degrees of buyer sophistication can to explain higher shares of innovative sales” (Hollanders and Es-Sadki, 2017, p. 42) and opposite “lower shares of innovative sales could to explain lower degrees of buyer sophistication” in the above countries. Thus, our analysis relies on two key indicators, the “buyer sophistication” and the “sales of new-to-market and new-to-firm product innovations”, which are including, the first in the Global Competitiveness Report and the second, in the European Innovation Scoreboard. Looking at the results, it can be noted that Serbia has a big gap between the two indicators, so the extent of buyer sophistication is lower from the extent of innovative sales. Аs business leaders make a subjective assessment of the GCR’s indicator Buyer sophistication, it can be assumed that Serbian business leaders assess the sophistication of domestic customers much lower than it is. This example is somewhat similar to the Slovenian business leaders. These two countries achieve the same level of sales of innovative products, while Macedonia and Croatia are in the same group and have lower sales of innovative products. This finding calls for demand-oriented policies which would have to influence the innovation culture in the market, making buyers more risk taking, aware of innovations and empower them to buy and use them.

IntroductionClowns can be seen as enacting catastrophe with a small “c.” They are experts in “failing better” who perhaps live on the cusp of turning catastrophe into a metaphorical whirlwind while ameliorating the devastation that lies therein. They also have the propensity to succumb to the devastation, masking their own sense of the void with the gestures of play. In this paper, knowledge about clowns emerges from my experience, working with circus clowns in Circus Knie (Switzerland) and Circo Tihany (South America), observing performances and films about clowns, and reading, primarily in European fiction, of clowns in multiple guises. The exposure to a diverse range of texts, visual media and performance, has led me to the possibility that clowning is not only a conceptual discipline but also a state of being that is yet to be fully recognised.Diminutive CatastropheI have an idea (probably a long held obsession) of the clown as a diminutive figure of catastrophe, of catastrophe with a very small “c.” In the context of this incisive academic dialogue on relationships between catastrophe and creativity where writers are challenged with the horrendous tragedies that nature and humans unleash on the planet, this inept character appears to be utterly insignificant and, moreover, unworthy of any claim to creativity. A clown does not solve problems in the grand scheme of society: if anything he/she simply highlights problems, arguably in a fatalistic manner where innovation may be an alien concept. Invariably, as Eric Weitz observes, when clowns depart from their moment on the stage, laughter evaporates and the world settles back into the relentless shades of oppression and injustice. In response to the natural forces of destruction—earthquakes, tsunamis, cyclones, and volcanic eruptions—as much as to the forces of rage in war and ethnic cleansing that humans inflict on one another, a clown makes but a tiny gesture. Curiously, though, those fingers brushing dust off a threadbare jacket may speak volumes.Paradox is the crux of this exploration. Clowns, the best of them, project the fragility of human value on a screen beyond measure and across many layers and scales of metaphorical understanding (Big Apple Circus; Stradda). Why do odd tramps and ordinary inept people seem to pivot against the immense flows of loss and outrage which tend to pervade our understanding of the global condition today? Can Samuel Beckett’s call to arms of "failing better” in the vein of Charles Chaplin, Oleg Popov, or James Thiérrée offer a creative avenue to pursue (Bala; Coover; Salisbury)? Do they reflect other ways of knowing in the face of big “C” Catastrophes? Creation and CatastropheTo wrestle with these questions, I wish to begin by proposing a big picture view of earth-life wherein, across inconceivable aeons, huge physical catastrophes have wrought unimaginable damage on the ecological “completeness” of the time. I am not a palaeontologist or an evolutionary scientist but I suspect that, if human life is taken out of the equation, the planet since time immemorial has been battered by “disaster” which changed but ultimately did not destroy the earth. Evolution is replete with narratives of species wiped out by ice-ages, volcanoes, earthquakes, and meteors and yet the organism of this planet has survived and even regenerated. In metaphorical territory, the Sanskrit philosophers have a wise take on this process. Indian concepts are always multiple, crowded with possibilities, but I find there is something intriguing in the premise (even if it is impossible to tie down) of Shiva’s dance:Shiva Nataraja destroys creation by his Tandava Dance, or the Dance of Eternity. As he dances, everything disintegrates, apparently into nothingness. Then, out of the thin vapours, matter and life are recreated again. Shiva also dances in the hearts of his devotees as the Great Soul. As he dances, one’s egotism is consumed and one is rendered pure in soul and without any spiritual blemish. (Ghosh 109–10)For a dancer, the central location of dance in life’s creation forces is a powerful idea but I am also interested in how this metaphysical perspective aligns with current scientific views. How could these ancient thinkers predict evolutionary processes? Somehow, in the mix of experiential observation and speculation, they foresaw the complexity of time and, moreover, appreciated the necessary interdependence of creation and destruction (creativity and catastrophe). In comparison to western thought which privileges progression—and here evolution is a prime example—Hindu conceptualisation appears to prefer fatalism or a cyclical system of understanding that negates the potential of change to make things better. However, delving more closely into scientific narratives on evolution, the progression of life forms to the human species has involved the decimation of an uncountable number of other living possibilities. Contrariwise, Shiva’s Dance of Eternity is premised on endless diachronic change crossed vertically by reincarnation, through which progression and regression are equally expressed. I offer this simplistic view of both accounts of creation merely to point out that the interdependency of destruction and creation is deeply embodied in human knowledge.To introduce the clown figure into this idea, I have to turn to the minutiae of destruction and creation; to examples in the everyday nature of regeneration through catastrophe. I have memories of touring in the Northern Territory of Australia amidst strident green shoots bursting out of a fire-tortured landscape or, earlier in Paris, of the snow-crusted earth being torn asunder by spring’s awakening. We all have countless memories of such small-scale transformations of pain and destruction into startling glimpses of beauty. It is at this scale of creative wrestling that I see the clown playing his/her role.In the tension between fatalism and, from a human point of view, projections of the right to progression, a clown occupying the stage vacated by Shiva might stamp out a slight rhythm of his/her own with little or no meaning in the action. The brush on the sleeve might be hard to detect in an evolutionary or Hindu time scale but zoom down to the here and now of performance exchange and the scene may be quite different?Turning the Lens onto the Small-ScaleSmall-scale, clowns tend to be tiny bundles or, sometimes, gangly unbundles of ineptitude, careering through the simplest tasks with preposterous incompetence or, alternatively, imbibing complexity with the virtuosic delicacy—take Charles Chaplin’s shoe-lace spaghetti twirling and nibbling on nail-bones as an example. Clowns disrupt normalcy in small eddies of activity which often wreak paths of destruction within the tightly ordered rage of social formations. The momentum is chaotic and, not dissimilar to storms, clownish enactment bears down not so much to threaten human life but to disrupt what we humans desire and formulate as the natural order of decorum and success. Instead of the terror driven to consciousness by cyclones and hurricanes, the clown’s chaos is superficially benign. When Chaplin’s generous but unrealistic gesture to save the tightrope-act is thwarted by an escaped monkey, or when Thiérrée conducts a spirited debate with the wall of his abode in the midst of an identity crisis (Raoul), life is not threatened. Such incongruous and chaotic trajectories generate laughter and, sometimes, sadness. Moreover, as Weitz observes, “the clown-like imagination, unfettered by earthly logic, urges us to entertain unlikely avenues of thought and action” (87). While it may seem insensitive, I suggest that similar responses of laughter, sadness and unlikely avenues of thought and action emerge in the aftermath of cataclysmic events.Fear, unquestionably, saturates big states of catastrophe. Slide down the scale and intriguing parallels between fear and laughter emerge, one being a clown’s encapsulation of vulnerability and his/her stoic determination to continue, to persevere no matter what. There are many ways to express this continuity: Beckett’s characters are forever waiting, fearful that nothing will arrive, yet occupy themselves with variations of cruelty and amusement through the interminable passage of time. A reverse action occurs in Grock’s insistence that he can play his tiny violin, in spite of his ever-collapsing chair. It never occurs to him to find another chair or play standing up: that, in an incongruous way, would admit defeat because this chair and his playing constitute Grock’s compulsion to succeed. Fear of failure generates multiple innovations in his relationship with the chair and in his playing skills. Storm-like, the pursuit of a singular idea in both instances triggers chaotic consequences. Physical destruction may be slight in such ephemeral storms but the act, the being in the world, does leave its mark on those who witness its passage.I would like to offer a mark left in me by a slight gesture on the part of a clown. I choose this one among many because the singular idea played out in Circus Knie (Switzerland) back in the early 1970s does not conform to the usual parameters. This Knie season featured Dimitri, an Italian-Swiss clown, as the principal attraction. Following clown conventions, Dimitri appeared across the production as active glue between the various circus acts, his persona operating as an odd-jobs man to fix and clean. For instance, he intervened in the elephant act as a cleaner, scrubbing and polishing the elephant’s skin with little effect and tuned, with much difficulty, a tiny fiddle for the grand orchestration to come. But Dimitri was also given moments of his own and this is the one that has lodged in my memory.Dimitri enters the brightly lit and empty circus ring with a broom in hand. The audience at this point have accepted the signal that Dimitri’s interludes prepare the ring for the next attraction—to sweep, as it were, the sawdust back to neutrality. He surveys the circle for a moment and then takes a position on the periphery to begin what appears to be a regular clean-up. The initial brushes over the sawdust, however, produce an unexpected result—the light rather than the sawdust responds to his broom stokes. Bafflement swiftly passes as an idea takes hold: the diminutive figure trots off to the other side of the ring and, after a deep breath and a quick glance to see if anyone is looking (we all are), nudges the next edge of light. Triumphantly, the pattern is pursued with increasing nimbleness, until the figure with the broom stands before a pin-spot of light at the ring’s centre. He hesitates, checks again about unwanted surveillance, and then, in a single strike (poof), sweeps light and the world into darkness.This particular clown gesture contradicts usual commentaries of ineptitude and failure associated with clown figures but the incongruity of sweeping light and the narrative of the little man who scores a win lie thoroughly in the characteristic grounds of clownish behaviour. Moreover, the enactment of this simple idea illustrates for me today, as much as it did on its initial viewing, how powerful a slight clown gesture can be. This catastrophe with a very small “c:” the little man with nothing but a broom and an idea destroyed, like the great god Shiva, the world of light.Jesse McKnight’s discussion of the peculiar attraction of two little men of the 20th century, James Joyce’s Bloom and Charles Chaplin, could also apply to Dimitri:They are at sixes and sevens here on earth but in tune with the stars, buffoons of time, and heroes of eternity. In the petty cogs of the causal, they appear foolish; in the grand swirl of the universe, they are wise, outmaneuvering their assailants and winning the race or the girl against all odds or merely retaining their skins and their dignity by nightfall. (496) Clowning as a State of Mind/ConsciousnessAnother perspective on a clown’s relationship to ideas of catastrophe which I would like to examine is embedded in the discussion above but, at the same time, deviates by way of a harsh tangent from the beatitude and almost sacred qualities attributed by McKnight’s and my own visions of the rhythmic gestures of these diminutive figures. Beckett’s advice in Worstward Ho (1983) is a fruitful starting place wherein the directive is “to keep on trying even if the hope of success is dashed again and again by failure: ‘Ever tried. Ever failed. No matter. Try Again. Fail again. Fail better’” (Le Feuvre 13). True to the masterful wordsmith, these apparently simple words are not transparent; rather, they deflect a range of contradictory interpretations. Yes, failure can facilitate open, flexible and alternative thought which guards against fanatical and ultra-orthodox certitude: “Failure […] is free to honour other ways of knowing, other construals of power” (Werry & O’Gorman 107). On the other hand, failure can mask a horrifying realisation of the utter meaninglessness of human existence. It is as if catastrophe is etched lightly in external clown behaviour and scarred pitilessly deep in the psyches that drive the comic behaviour. Pupils of the pre-eminent clown teacher Jacques Lecoq suggest that theatrical clowning pivots on “finding that basic state of vulnerability and allowing the audience to exist in that state with you” (Butler 64). Butler argues that this “state of clowning” is “a state of anti-intellectualism, a kind of pure emotion” (ibid). From my perspective, there is also an emotional stratum in which the state or condition involves an adult anxiety desiring to protect the child’s view of the world with a fierceness equal to that of a mother hen protecting her brood. A clown knows the catastrophe of him/herself but refuses to let that knowledge (of failure) become an end. An obstinate resilience, even a frank acknowledgement of hopelessness, makes a clown not so much pure emotion or childlike but a kind of knowledgeable avenger of states of loss. Here I need to admit that I attribute the clowning state or consciousness to an intricate lineage inclusive of the named clowns, Grock, Chaplin, Popov, Dimitri, and Thiérrée, which extends to a whole host of others who never entered a circus or performance ring: Mikhail Dostoyevsky’s Mushkin (the holy Russian fool), Henry Miller’s Auguste, Salman Rushdie’s Saleem, Jacques Tati, Joan Miro, Marc Chagall, Jean Cocteau, Eric Satie’s sonic whimsy, and Pina Bausch’s choreography. In the following observation, the overlay of catastrophe and play is a crucial indication of this intricate lineage:Heiner Müller compared Pina Bausch's universe to the world of fairy tales. “History invades it like trouble, like summer flies [...] The territory is an unknown planet, an emerging island product of an ignored (forgotten or future) catastrophe [...] The whole is nothing but children's play”. (Biro 68)Bausch clearly recognises and is interested in the catastrophic moments or psychological wiring of life and her works are not exempt from comic (clownish) modulations in the play of violence and despair that often takes centre stage. In fact, Bausch probably plays on ambivalence between despair and play more explicitly than most artists. From one angle, this ambivalence is generational, as her adult performers bear the weight of oppression within the structures (and remembering of) childhood games. An artistic masterstroke in this regard is the tripling reproduction over many years of her work exploring gender negotiations at a social dance gathering: Kontakhof. Initially, the work was performed by Bausch’s regular company of mature, if diverse, dancers (Bausch 1977), then by an elderly ensemble, some of whom had appeared in the original production (Kontakhof), and, finally, by a group of adolescents in 2010. The latter version became the subject of a documentary film, Dancing Dreams (2010), which revealed the fidelity of the re-enactment, subtly transformed by the brashness and uncertainty of the teenage protagonists playing predetermined roles and moves. Viewing the three productions side-by-side reveals socialised relations of power and desire, resonant of Michel Foucault’s seminal observations (1997), and the catastrophe of gender relations subtly caught in generational change. The debility of each age group becomes apparent. None are able to engage in communication and free-play (dream) without negotiating an unyielding sexual terrain and, more often than not, the misinterpretation of one human to another within social conventions. Bausch’s affinity to the juxtaposition of childhood aspiration and adult despair places her in clown territory.Becoming “Inhuman” or SacrificialA variation on this condition of a relentless pursuit of failure is raised by Joshua Delpech-Ramey in an argument for the “inhuman” rights of clowns. His premise matches a “grotesque attachment to the world of things” to a clown’s existence that is “victimized by an excessive drive to exist in spite of all limitation. The clown is, in some sense, condemned to immortality” (133). In Delpech-Ramey’s terms:Chaplin is human not because his are the anxieties and frustrations of a man unable to realize his destiny, but because Chaplin—nearly starving, nearly homeless, a ghost in the machine—cannot not resist “the temptation to exist,” the giddiness of making something out of nothing, pancakes out of sawdust. In some sense the clown can survive every accident because s/he is an undead immortal, demiurge of a world without history. (ibid.)The play on a clown’s “undead” propensity, on his/her capacity to survive at all costs, provides a counterpoint to a tragic lens which has not been able, in human rights terms, to transcend "man’s inhumanity to man.” It might also be argued that this capacity to survive resists nature’s blindness to the plight of humankind (and visa versa). While I admire the skilful argument to place clowns as centrepieces in the formulation of alternative and possibly more potent human rights legislations, I’m not absolutely convinced that the clown condition, as I see it, provides a less mysterious and tragic state from which justice can be administered. Lear and his fool almost become interchangeable at the end of Shakespeare’s tragedy: both grapple with but cannot resolve the problem of justice.There is a little book written by Henry Miller, The Smile at the Foot of the Ladder (1948), which bears upon this aspect of a clown’s condition. In a postscript, Miller, more notorious for his sexually explicit fiction, states his belief in the unique status of clowns:Joy is like a river: it flows ceaselessly. It seems to me this is the message which the clown is trying to convey to us, that we should participate through ceaseless flow and movement, that we should not stop to reflect, compare, analyse, possess, but flow on and through, endlessly, like music. This is the gift of surrender, and the clown makes it symbolically. It is for us to make it real. (47)Miller’s fictional Auguste’s “special privilege [was] to re-enact the errors, the foibles, the stupidities, all the misunderstandings which plague human kind. To be ineptitude itself” (29). With overtones of a Christian resurrection, Auguste surrenders himself and, thereby, flows on through death, his eyes “wide open, gazing with a candour unbelievable at the thin sliver of a moon which had just become visible in the heavens” (40). It may be difficult to reconcile ineptitude with a Christ figure but those clowns who have made some sort of mark on human imagination tend to wander across territories designated as sacred and profane with a certain insouciance and privilege. They are individuals who become question marks: puzzles not meant to be solved. Maybe similar glimpses of the ineffable occur in tiny, miniscule shifts of consciousness, like the mark given to me by Dimitri and Chaplin and...—the unending list of clowns and clown conditions that have gifted their diminutive catastrophes to the problem of creativity, of rebirth after and in the face of destruction.With McKnight, I dedicate the last word to Chaplin, who speaks with final authority on the subject: “Be brave enough to face the veil and lift it, and see and know the void it hides, and stand before that void and know that within yourself is your world” (505).Thus poised, the diminutive clown figure may not carry the ferment of Shiva’s message of destruction and rebirth, he/she may not bear the strength to creatively reconstruct or re-birth normality after catastrophic devastation. But a clown, and all the humanity given to the collisions of laughter and tears, may provide an inept response to the powerlessness which, as humans, we face in catastrophe and death. Does this mean that creativity is inimical with catastrophe or that existing with catastrophe implies creativity? As noted at the beginning, these ruminations concern small “c” catastrophes. They are known otherwise as clowns.ReferencesBala, Michael. “The Clown.” Jung Journal: Culture & Psyche 4.1 (2010): 50–71.Bausch, Pina. Kontakthof. Wuppertal Dance Theatre, 1977.Big Apple Circus. Circopedia. 27 Feb. 2013 ‹http://www.circopedia.org/index.php/Main_Page›.Biro, Yvette. “Heartbreaking Fragments, Magnificent Whole: Pina Bausch’s New Minimyths.” PAJ: A Journal of Performance and Art 20.2 (1998): 68–72.Butler, Lauren. “Everything Seemed New: Clown as Embodied Critical Pedagogy.” Theatre Topics 22.1 (2012): 63–72.Coover, Robert. “Tears of a Clown.” Critique: Studies in Contemporary Fiction 42.1 (2000): 81–83.Dancing Dreams. Dirs. Anne Linsel and Rainer Hoffmann. First Run Features, 2010.Delpech-Ramey, Joshua. “Sublime Comedy: On the Inhuman Rights of Clowns.” SubStance 39.2 (2010): 131–41.Foucault, Michel. “The Ethics of the Concern for Self as Practice of Freedom.” Michel Foucault: Ethics: Subjectivity and Truth. Ed. Paul Rabinow. New York: The New Press, 1997. 281–302. Ghosh, Oroon. The Dance of Shiva and Other Tales from India. New York: New American Library, 1965.Kontakthof with Ladies and Gentlemen over ’65. Dir. Pina Bausch. Paris: L’Arche Editeur, 2007.Le Feuvre, Lisa. “Introduction.” Failure: Documents of Contemporary Art. Ed. Lisa Le Feuvre. London: Whitechapel Gallery, 2010. 12–21.McKnight, Jesse H. “Chaplin and Joyce: A Mutual Understanding of Gesture.” James Joyce Quarterly 45.3–4 (2008): 493–506.Miller, Henry. The Smile at the Foot of the Ladder. New York: New Directions Books, 1974.Raoul. Dir. James Thiérrée. Regal Theatre, Perth, 2012.Salisbury, Laura. “Beside Oneself Beckett, Comic Tremor and Solicitude.” Parallax 11.4 (2005): 81–92.Stradda. Stradda: Le Magazine de la Creation hors les Murs. 27 Feb. 2013 ‹http://www.horslesmurs.fr/-Decouvrez-le-magazine-.html›.Weitz, Eric. “Failure as Success: On Clowns and Laughing Bodies.” Performance Research: A Journal of the Performing Arts 17.1 (2012): 79–87.Werry, Margaret, and Róisín O'Gorman. “The Anatomy of Failure: An Inventory.” Performance Research: A Journal of the Performing Arts 17.1 (2012): 105–10.

In July 2001, New York couple Jason Black and Francis Schroeder opened bidding on the internet for corporate sponsorship of their newborn son. Naming rights started at $US5000 000. For Black, the logic was simple: given the inescapable prevalence of commercial sponsorship in contemporary life, this was a valid way of working with corporate America. Black and Schroeder already had two daughters and lived in a small two-bedroom apartment. In exchange for their son’s financial security, they risked branding him ‘Big Mac’ or ‘Nike’ – literally. If nothing else, the case exemplified the amazing reach of brand consciousness. The couple had internalised its values and rationale with such ease and comfort, the notion of forfeiting their child’s name was not abhorrent, but a lucrative marketing opportunity. Then again, the story was not without precedent. In 2000, teenagers Chris Barrett and Luke McCabe, both from New Jersey, became ‘spokesguys’ for First USA, one of America’s top credit-card companies. By sporting the company logo on their surfboards and all their clothes, the pair receives an annual $US40 000 each in tuition, board and books for their four-year university contract. They do not just advertise the brand; they are its living embodiment. For critics of consumer culture, such stories exemplify the extent to which corporatism has become a complete and closed system, with the panoramic presence of brands and logos and the commodification of life itself. They demonstrate the alarming readiness of some people to encode and enact the consumerist impulse. At its most malignant, this impulse appears as a crass consumerism that eats up every aspect of a culture, so much so that consumerism becomes the culture – all meaning is both anchored in and governed by the capitalist creed. For many, mass-produced contemporary culture provides a seemingly empty substitute, what Fredric Jameson (1991) termed “a new kind of flatness or depthlessness, a new kind of superficiality in the most literal sense” (9), for genuine experience and emotion. In turn, the contemporary consumer has been reduced to a mere imitation of mediated expectations, a functionary cog in the corporatist machine. As this sign system infects and invades more and more space, a certain cultural literacy is inevitably called for, an intimate knowledge of symbol and significance, logo and logic. However, like all living language, this one is open to some resistance, albeit a somewhat piecemeal one. Part appropriation, part antithesis, it is a resistance that hijacks form in order to subvert content. To explain how this type of activism might work, one could consider the highly effective activist operation, ®TMark (http://rtmark.com). ®TMark is an online centre that organizes and directs funding for the ‘information alteration’ of corporate products (otherwise known as ‘sabotage’). In 1993, ®TMark was involved in its first high-profile act of sabotage when it channelled $US 8000 to the Barbie Liberation Organization (BLO), a group that switched the voice boxes of 300 GI Joe and Barbie dolls. As befits a project affiliated with ®TMark, the critical content of BLO’s act was an alchemic stroke of humour and commentary. The protest lies within the ‘information alteration’ of commodities that usually rely on their supposed virtues. The BLO offensive drew attention to the questionable labour practices of Mattel, manufacturers of Barbie, thereby undermining the perceptions on which Barbie’s popularity rests. From the outset, ®TMark’s key feature is its corporate status. As a brokerage, ®TMark benefits from ‘limited liability’, just like any other corporation. It exploits this principle (that is, corporate protection, thereby bypassing legal responsibility) to sabotage other corporate products. Unlike other corporations, though, its bottom-line is cultural profit. As spokesperson Ray Thomas explains, the corporate model is both the object of ®TMark’s criticism, and the method by which that criticism is being facilitated: “Projects can be seen as stocks, and when you support a project you’re investing in it. When you contribute, say, $100 to a project that you would like to see accomplished, you are sort of investing in the accomplishment of the project. What you want to see out of that project is cultural dividends; you want to see a beneficial cultural event take place because of your money, as a reward. What you’re doing is investing in the improvement of the culture.” As with almost all ®TMark literature and material, the tone here is one of clipped civility, similar to the tense restraint characteristic of almost any corporation. Perhaps the closest the site gets to a ‘straightforward’ philosophy is in this piece of advice to dispirited students, fearful that, one day, they too will be sucked into the corporate void: “We believe that performing an ®TMark project can help you, psychologically at least, at such a difficult juncture; but more importantly, we urge you to at all costs remember that laws should defend human people, not corporate people like the one of which you will be a part. If you keep this in mind and work towards making it a reality, you may find your life much more bearable.” While this pseudo mission statement might be read as yet another appendage to ®TMark’s corporate veneer, it also points to some of the goals of the site. The depiction of ®TMark projects as morale boosters for disenchanted cynics goes some way in illustrating the ambitions and limits of the site. Rather than prescribe a far-reaching, holistic approach to social change (what might be termed a ‘revolutionary’ vision), ®TMark marshals ideas and initiatives a little more subtly. This is not to belittle or dispute its utility or significance; on the contrary, it is an approach that effectively (in)corporates a diverse range of people and programs. For example, rather than unifying its adherents to a common agenda, ®TMark operates as a coalition of interests. As such, the followings funds collectively serve the ®TMark project: the Labor Fund; the Frontier Fund (which challenges naïve visions of the ‘global village’); the Education Fund; the Health Fund; the Alternative Markets Fund (which considers overlooked demographics, such as poor gays); the Media Fund; the Intellectual Property Fund; the Biological Property Fund; the Corporate Law Fund; and the Environment Fund, among others. In turn, the ®TMark spectrum canvasses a plethora of pertinent, interconnected themes. This includes: the plight of workers in developing countries; censorship; institutionalised racism; the nominal triumph of consumer culture; techno-utopianism and the ‘digerati’; copyright law; and the increasing opacity of corporate activities. Underlying all these issues is ®TMark’s intention to publicise corporate abuses of democratic processes. Importantly, this multiplicity of interests is considered a suitable counterpart to the dispersed nature of corporate power. So, no one enemy is identified and targeted, since such reductionism belies the degree to which capitalism, corporatism and consumerism are irredeemably entwined in contemporary culture. In turn, these funds are often ‘managed’ by public figures whose association with certain causes lend their celebrity well to particular campaigns. For example, San Francisco band Negativeland manages the Intellectual Property Fund. This is most appropriate. Their 1991 legal battle with major label Island, on account of their ‘deceptive’ use of U2 material, cemented their place as champions of ‘creative appropriation’ and the right to create ‘with mirrors’ (as Negativeland describes it on their eponymous website). Similarly, the desire to create ‘with mirrors’ propels much of ®TMark’s work. It imbues all ®TMark projects with the same sense of calculated mischief. This suggests a mode of activism that is both opportunistic and ingenious, fashioning criticism from the very resources it is attacking. Financial reward aside (which, in any case, is negligible, at best) the real pay-off for ®TMark saboteurs comes via media coverage of their projects. As such, it straddles an interesting divide, between public infamy and necessary stealth. ®TMark requires media attention to render its projects effective, yet must maintain the critical distance necessary for any activist potency. Indeed, the need to bolster ®TMark’s profile was one of the reasons it went from being a dial-in system to a website in 1997. Within its first eight months the site had received almost 20 000 visits. In this schema, the activism in question is assigned a somewhat smaller purpose than has been hitherto associated with protest movements generally. Rather than provide a grand panacea for all the world’s ills, ®TMark’s scale is, by its own admission, modest: “The value of ®TMark is, and has always been, not in any real pressure it can possibly bear, but rather in its ability to quickly and cheaply attract widespread interest to important issues. ®TMark is thus essentially a public relations agency for anti-corporate activism”. In this way, ®TMark is firmly positioned within that strand of activism often referred to as ‘culture jamming’. This type of protest relies on a distinct degree of media and cultural literacy, one that is consonant with, and a product of, the Information Age. As Mark Dery explains, these activists “introduce noise into the signal as it passes from transmitter to receiver, encouraging idiosyncratic, unintended interpretations. Intruding on the intruders, they invest ads, newscasts, and other media artefacts with subversive meanings; simultaneously, they decrypt them, rendering their seductions impotent”(http://levity.com/markdery/culturejam.html). Culture jamming draws on (and contributes to) critiques of contemporary consumer capitalism. Its premise is that too much public space has already been ceded to Hollywood, Madison Avenue et al, and that activists must seize whatever opportunities allow this space to be reclaimed, however fleetingly. Trading on publicity and shock value, jammers manipulate those icons, slogans and trademarks that will register immediate recognition, thereby rendering their efforts meaningful. It constitutes a politicised refusal to submit to the cheerful passivity scripted by the corporate class. As jammers resist this role, reclaiming rather than forfeiting public space, they create what Naomi Klein (2000) calls “a climate of semiotic Robin Hoodism” (280). This term aptly captures the spirit of moralistic idealism that is, almost inevitably, a part of the milieu. This is not to dismiss or deride the progressive agenda of most culture jammers; if anything, it is a positive endorsement of their activism, and a response to those that would deem the postmodern zeitgeist politically barren or overwhelmingly cynical. What it reveals, then, is a somewhat unexpected distribution of power, as expressions of criticism and opposition emerge at seemingly incongruous junctures. They are at once engaged and complicit, finding cracks in ‘the system’ (that is, corporate society) and co-opting them, what Linda Hutcheon (1990) calls “subversion from within” (157). Eschewing ‘big picture’ solutions, culture jammers prioritise temporary connections and hybrid forms over ideological certainties and operational rigidity. Tactical thinking, and the malleability and mobility it relies on, clearly informs and animates ®TMark’s work. As Graham Meikle (2002) explains, “Different actions and campaigns use whichever media are most appropriate at any given time for any given purpose. An event might call for making a documentary, making a website, making an A4 newsletter, or making a phone call” (120). ®TMark stops short of overstating its purpose or exaggerating its success. There is no lofty manifesto or ironclad strategy; without departing too far from its anti-corporatist stance, ®TMark encourages an almost playful combination of comedy and critique, with a thick ironic overlay. At its most ambitious, then, ®TMark can hope to alter the everyday behaviour of ordinary citizens, making inroads at the expense of powerful corporations. At the very least, it can prompt bemused surfers to rethink certain things – such as Nike’s labour practices or Shell’s environmental record. In a sense, though, the degree to which such perceptual jolts can ‘make a difference’ is almost immaterial: the fact that the status quo has been questioned is a minor triumph. Where some commentators bemoan the virtual stupor they deem characteristic of contemporary Western politics, projects like ®TMark prove that there are spaces and opportunities left for meaningful debate and dissent. Works Cited Dery, Mark. “Culture Jamming: Hacking, Slashing and Sniping in the Empire of Signs”. (http://levity.com/markdery/culturejam.html). Hutcheon, Linda. The Politics of Postmodernity. London: Routledge, 1990. Jameson, Fredric. Postmodernism, or, The Cultural Logic of Late Capitalism. Durham: Duke University Press, 1991. Klein, Naomi. No Logo. London: Flamingo, 2000. Meikle, Graham. Future Active: Media Activism and the Internet. New York and London: Routledge, and Annandale, Pluto Press, 2002. Rtmark. (http://rtmark.com). Links http://levity.com/markdery/culturejam.html http://rtmark.com Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Khamis, Susie. "Jamming at Work " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/04-jamming.php>. APA Style Khamis, S. (2003, Jun 19). Jamming at Work . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/04-jamming.php>

I first came across etoy in Linz, Austria in 1995. They turned up at Ars Electronica with their shaved heads, in their matching orange bomber jackets. They were not invited. The next year they would not have to crash the party. In 1996 they were awarded Arts Electronica’s prestigious Golden Nica for web art, and were on their way to fame and bitterness – the just rewards for their art of self-regard. As founding member Agent.ZAI says: “All of us were extremely greedy – for excitement, for drugs, for success.” (Wishart & Boschler: 16) The etoy story starts on the fringes of the squatters’ movement in Zurich. Disenchanted with the hard left rhetorics that permeate the movement in the 1980s, a small group look for another way of existing within a commodified world, without the fantasy of an ‘outside’ from which to critique it. What Antonio Negri and friends call the ‘real subsumption’ of life under the rule of commodification is something etoy grasps intuitively. The group would draw on a number of sources: David Bowie, the Sex Pistols, the Manchester rave scene, European Amiga art, rumors of the historic avant gardes from Dada to Fluxus. They came together in 1994, at a meeting in the Swiss resort town of Weggis on Lake Lucerne. While the staging of the founding meeting looks like a rerun of the origins of the Situationist International, the wording of the invitation might suggest the founding of a pop music boy band: “fun, money and the new world?” One of the – many – stories about the origins of the name Dada has it being chosen at random from a bilingual dictionary. The name etoy, in an update on that procedure, was spat out by a computer program designed to make four letter words at random. Ironically, both Dada and etoy, so casually chosen, would inspire furious struggles over the ownership of these chancey 4-bit words. The group decided to make money by servicing the growing rave scene. Being based in Vienna and Zurich, the group needed a way to communicate, and chose to use the internet. This was a far from obvious thing to do in 1994. Connections were slow and unreliable. Sometimes it was easier to tape a hard drive full of clubland graphics to the underside of a seat on the express train from Zurich to Vienna and simply email instructions to meet the train and retrieve it. The web was a primitive instrument in 1995 when etoy built its first website. They launched it with a party called etoy.FASTLANE, an optimistic title when the web was anything but. Coco, a transsexual model and tabloid sensation, sang a Japanese song while suspended in the air. She brought media interest, and was anointed etoy’s lifestyle angel. As Wishart and Bochsler write, “it was as if the Seven Dwarfs had discovered their Snow White.” (Wishart & Boschler: 33) The launch didn’t lead to much in the way of a music deal or television exposure. The old media were not so keen to validate the etoy dream of lifting themselves into fame and fortune by their bootstraps. And so etoy decided to be stars of the new media. The slogan was suitably revised: “etoy: the pop star is the pilot is the coder is the designer is the architect is the manager is the system is etoy.” (Wishart & Boschler: 34) The etoy boys were more than net.artists, they were artists of the brand. The brand was achieving a new prominence in the mid-90s. (Klein: 35) This was a time when capitalism was hollowing itself out in the overdeveloped world, shedding parts of its manufacturing base. Control of the circuits of commodification would rest less on the ownership of the means of production and more on maintaining a monopoly on the flows of information. The leading edge of the ruling class was becoming self-consciously vectoral. It controlled the flow of information about what to produce – the details of design, the underlying patents. It controlled the flows of information about what is produced – the brands and logos, the slogans and images. The capitalist class is supplanted by a vectoral class, controlling the commodity circuit through the vectors of information. (Wark) The genius of etoy was to grasp the aesthetic dimension of this new stage of commodification. The etoy boys styled themselves not so much as a parody of corporate branding and management groupthink, but as logical extension of it. They adopted matching uniforms and called themselves agents. In the dada-punk-hiphop tradition, they launched themselves on the world as brand new, self-created, self-named subjects: Agents Zai, Brainhard, Gramazio, Kubli, Esposto, Udatny and Goldstein. The etoy.com website was registered in 1995 with Network Solutions for a $100 fee. The homepage for this etoy.TANKSYSTEM was designed like a flow chart. As Gramazio says: “We wanted to create an environment with surreal content, to build a parallel world and put the content of this world into tanks.” (Wishart & Boschler: 51) One tank was a cybermotel, with Coco the first guest. Another tank showed you your IP number, with a big-brother eye looking on. A supermarket tank offered sunglasses and laughing gas for sale, but which may or may not be delivered. The underground tank included hardcore photos of a sensationalist kind. A picture of the Federal Building in Oklamoma City after the bombing was captioned in deadpan post-situ style “such work needs a lot of training.” (Wishart & Boschler: 52) The etoy agents were by now thoroughly invested in the etoy brand and the constellation of images they had built around it, on their website. Their slogan became “etoy: leaving reality behind.” (Wishart & Boschler: 53) They were not the first artists fascinated by commodification. It was Warhol who said “good art is good business.”(Warhol ) But etoy reversed the equation: good business is good art. And good business, in this vectoral age, is in its most desirable form an essentially conceptual matter of creating a brand at the center of a constellation of signifiers. Late in 1995, etoy held another group meeting, at the Zurich youth center Dynamo. The problem was that while they had build a hardcore website, nobody was visiting it. Agents Gooldstein and Udatny thought that there might be a way of using the new search engines to steer visitors to the site. Zai and Brainhard helped secure a place at the Vienna Academy of Applied Arts where Udatny could use the computer lab to implement this idea. Udatny’s first step was to create a program that would go out and gather email addresses from the web. These addresses would form the lists for the early examples of art-spam that etoy would perpetrate. Udatny’s second idea was a bit more interesting. He worked out how to get the etoy.TANKSYSTEM page listed in search engines. Most search engines ranked pages by the frequency of the search term in the pages it had indexed, so etoy.TANKSYSTEM would contain pages of selected keywords. Porn sites were also discovering this method of creating free publicity. The difference was that etoy chose a very carefully curated list of 350 search terms, including: art, bondage, cyberspace, Doom, Elvis, Fidel, genx, heroin, internet, jungle and Kant. Users of search engines who searched for these terms would find dummy pages listed prominently in their search results that directed them, unsuspectingly, to etoy.com. They called this project Digital Hijack. To give the project a slightly political aura, the pages the user was directed to contained an appeal for the release of convicted hacker Kevin Mitnick. This was the project that won them a Golden Nica statuette at Ars Electronica in 1996, which Gramazio allegedly lost the same night playing roulette. It would also, briefly, require that they explain themselves to the police. Digital Hijack also led to the first splits in the group, under the intense pressure of organizing it on a notionally collective basis, but with the zealous Agent Zai acting as de facto leader. When Udatny was expelled, Zai and Brainhard even repossessed his Toshiba laptop, bought with etoy funds. As Udatny recalls, “It was the lowest point in my life ever. There was nothing left; I could not rely on etoy any more. I did not even have clothes, apart from the etoy uniform.” (Wishart & Boschler: 104) Here the etoy story repeats a common theme from the history of the avant gardes as forms of collective subjectivity. After Digital Hijack, etoy went into a bit of a slump. It’s something of a problem for a group so dependent on recognition from the other of the media, that without a buzz around them, etoy would tend to collapse in on itself like a fading supernova. Zai spend the early part of 1997 working up a series of management documents, in which he appeared as the group’s managing director. Zai employed the current management theory rhetoric of employee ‘empowerment’ while centralizing control. Like any other corporate-Trotskyite, his line was that “We have to get used to reworking the company structure constantly.” (Wishart & Boschler: 132) The plan was for each member of etoy to register the etoy trademark in a different territory, linking identity to information via ownership. As Zai wrote “If another company uses our name in a grand way, I’ll probably shoot myself. And that would not be cool.” (Wishart & Boschler:: 132) As it turned out, another company was interested – the company that would become eToys.com. Zai received an email offering “a reasonable sum” for the etoy.com domain name. Zai was not amused. “Damned Americans, they think they can take our hunting grounds for a handful of glass pearls….”. (Wishart & Boschler: 133) On an invitation from Suzy Meszoly of C3, the etoy boys traveled to Budapest to work on “protected by etoy”, a work exploring internet security. They spent most of their time – and C3’s grant money – producing a glossy corporate brochure. The folder sported a blurb from Bjork: “etoy: immature priests from another world” – which was of course completely fabricated. When Artothek, the official art collection of the Austrian Chancellor, approached etoy wanting to buy work, the group had to confront the problem of how to actually turn their brand into a product. The idea was always that the brand was the product, but this doesn’t quite resolve the question of how to produce the kind of unique artifacts that the art world requires. Certainly the old Conceptual Art strategy of selling ‘documentation’ would not do. The solution was as brilliant as it was simple – to sell etoy shares. The ‘works’ would be ‘share certificates’ – unique objects, whose only value, on the face of it, would be that they referred back to the value of the brand. The inspiration, according to Wishart & Boschsler, was David Bowie, ‘the man who sold the world’, who had announced the first rock and roll bond on the London financial markets, backed by future earnings of his back catalogue and publishing rights. Gramazio would end up presenting Chancellor Viktor Klima with the first ‘shares’ at a press conference. “It was a great start for the project”, he said, “A real hack.” (Wishart & Boschler: 142) For this vectoral age, etoy would create the perfect vectoral art. Zai and Brainhard took off next for Pasadena, where they got the idea of reverse-engineering the online etoy.TANKSYSTEM by building an actual tank in an orange shipping container, which would become etoy.TANK 17. This premiered at the San Francisco gallery Blasthaus in June 1998. Instant stars in the small world of San Francisco art, the group began once again to disintegrate. Brainhard and Esposito resigned. Back in Europe in late 1998, Zai was preparing to graduate from the Vienna Academy of Applied Arts. His final project would recapitulate the life and death of etoy. It would exist from here on only as an online archive, a digital mausoleum. As Kubli says “there was no possibility to earn our living with etoy.” (Wishart & Boschler: 192) Zai emailed eToys.com and asked them if them if they would like to place a banner ad on etoy.com, to redirect any errant web traffic. Lawyers for eToys.com offered etoy $30,000 for the etoy.com domain name, which the remaining members of etoy – Zai, Gramazio, Kubli – refused. The offer went up to $100,000, which they also refused. Through their lawyer Peter Wild they demanded $750,000. In September 1999, while etoy were making a business presentation as their contribution to Ars Electronica, eToys.com lodged a complaint against etoy in the Los Angeles Superior Court. The company hired Bruce Wessel, of the heavyweight LA law firm Irell & Manella, who specialized in trademark, copyright and other intellectual property litigation. The complaint Wessel drafted alleged that etoy had infringed and diluted the eToys trademark, were practicing unfair competition and had committed “intentional interference with prospective economic damage.” (Wishart & Boschler: 199) Wessel demanded an injunction that would oblige etoy to cease using its trademark and take down its etoy.com website. The complaint also sought to prevent etoy from selling shares, and demanded punitive damages. Displaying the aggressive lawyering for which he was so handsomely paid, Wessel invoked the California Unfair Competition Act, which was meant to protect citizens from fraudulent business scams. Meant as a piece of consumer protection legislation, its sweeping scope made it available for inventive suits such as Wessel’s against etoy. Wessel was able to use pretty much everything from the archive etoy built against it. As Wishart and Bochsler write, “The court papers were like a delicately curated catalogue of its practices.” (Wishart & Boschler: 199) And indeed, legal documents in copyright and trademark cases may be the most perfect literature of the vectoral age. The Unfair Competition claim was probably aimed at getting the suit heard in a Californian rather than a Federal court in which intellectual property issues were less frequently litigated. The central aim of the eToys suit was the trademark infringement, but on that head their claims were not all that strong. According to the 1946 Lanham Act, similar trademarks do not infringe upon each other if there they are for different kinds of business or in different geographical areas. The Act also says that the right to own a trademark depends on its use. So while etoy had not registered their trademark and eToys had, etoy were actually up and running before eToys, and could base their trademark claim on this fact. The eToys case rested on a somewhat selective reading of the facts. Wessel claimed that etoy was not using its trademark in the US when eToys was registered in 1997. Wessel did not dispute the fact that etoy existed in Europe prior to that time. He asserted that owning the etoy.com domain name was not sufficient to establish a right to the trademark. If the intention of the suit was to bully etoy into giving in, it had quite the opposite effect. It pissed them off. “They felt again like the teenage punks they had once been”, as Wishart & Bochsler put it. Their art imploded in on itself for lack of attention, but called upon by another, it flourished. Wessel and eToys.com unintentionally triggered a dialectic that worked in quite the opposite way to what they intended. The more pressure they put on etoy, the more valued – and valuable – they felt etoy to be. Conceptual business, like conceptual art, is about nothing but the management of signs within the constraints of given institutional forms of market. That this conflict was about nothing made it a conflict about everything. It was a perfectly vectoral struggle. Zai and Gramazio flew to the US to fire up enthusiasm for their cause. They asked Wolfgang Staehle of The Thing to register the domain toywar.com, as a space for anti-eToys activities at some remove from etoy.com, and as a safe haven should eToys prevail with their injunction in having etoy.com taken down. The etoy defense was handled by Marcia Ballard in New York and Robert Freimuth in Los Angeles. In their defense, they argued that etoy had existed since 1994, had registered its globally accessible domain in 1995, and won an international art prize in 1996. To counter a claim by eToys that they had a prior trademark claim because they had bought a trademark from another company that went back to 1990, Ballard and Freimuth argued that this particular trademark only applied to the importation of toys from the previous owner’s New York base and thus had no relevance. They capped their argument by charging that eToys had not shown that its customers were really confused by the existence of etoy. With Christmas looming, eToys wanted a quick settlement, so they offered Zurich-based etoy lawyer Peter Wild $160,000 in shares and cash for the etoy domain. Kubli was prepared to negotiate, but Zai and Gramazio wanted to gamble – and raise the stakes. As Zai recalls: “We did not want to be just the victims; that would have been cheap. We wanted to be giants too.” (Wishart & Boschler: 207) They refused the offer. The case was heard in November 1999 before Judge Rafeedie in the Federal Court. Freimuth, for etoy, argued that federal Court was the right place for what was essentially a trademark matter. Robert Kleiger, for eToys, countered that it should stay where it was because of the claims under the California Unfair Competition act. Judge Rafeedie took little time in agreeing with the eToys lawyer. Wessel’s strategy paid off and eToys won the first skirmish. The first round of a quite different kind of conflict opened when etoy sent out their first ‘toywar’ mass mailing, drawing the attention of the net.art, activism and theory crowd to these events. This drew a report from Felix Stalder in Telepolis: “Fences are going up everywhere, molding what once seemed infinite space into an overcrowded and tightly controlled strip mall.” (Stalder ) The positive feedback from the net only emboldened etoy. For the Los Angeles court, lawyers for etoy filed papers arguing that the sale of ‘shares’ in etoy was not really a stock offering. “The etoy.com website is not about commerce per se, it is about artist and social protest”, they argued. (Wishart & Boschler: 209) They were obliged, in other words, to assert a difference that the art itself had intended to blur in order to escape eToy’s claims under the Unfair Competition Act. Moreover, etoy argued that there was no evidence of a victim. Nobody was claiming to have been fooled by etoy into buying something under false pretences. Ironically enough, art would turn out in hindsight to be a more straightforward transaction here, involving less simulation or dissimulation, than investing in a dot.com. Perhaps we have reached the age when art makes more, not less, claim than business to the rhetorical figure of ‘reality’. Having defended what appeared to be the vulnerable point under the Unfair Competition law, etoy went on the attack. It was the failure of eToys to do a proper search for other trademarks that created the problem in the first place. Meanwhile, in Federal Court, lawyers for etoy launched a counter-suit that reversed the claims against them made by eToys on the trademark question. While the suits and counter suits flew, eToys.com upped their offer to settle to a package of cash and shares worth $400,000. This rather puzzled the etoy lawyers. Those choosing to sue don’t usually try at the same time to settle. Lawyer Peter Wild advised his clients to take the money, but the parallel tactics of eToys.com only encouraged them to dig in their heels. “We felt that this was a tremendous final project for etoy”, says Gramazio. As Zai says, “eToys was our ideal enemy – we were its worst enemy.” (Wishart & Boschler: 210) Zai reported the offer to the net in another mass mail. Most people advised them to take the money, including Doug Rushkoff and Heath Bunting. Paul Garrin counseled fighting on. The etoy agents offered to settle for $750,000. The case came to court in late November 1999 before Judge Shook. The Judge accepted the plausibility of the eToys version of the facts on the trademark issue, which included the purchase of a registered trademark from another company that went back to 1990. He issued an injunction on their behalf, and added in his statement that he was worried about “the great danger of children being exposed to profane and hardcore pornographic issues on the computer.” (Wishart & Boschler: 222) The injunction was all eToys needed to get Network Solutions to shut down the etoy.com domain. Zai sent out a press release in early December, which percolated through Slashdot, rhizome, nettime (Staehle) and many other networks, and catalyzed the net community into action. A debate of sorts started on investor websites such as fool.com. The eToys stock price started to slide, and etoy ‘warriors’ felt free to take the credit for it. The story made the New York Times on 9th December, Washington Post on the 10th, Wired News on the 11th. Network Solutions finally removed the etoy.com domain on the 10th December. Zai responded with a press release: “this is robbery of digital territory, American imperialism, corporate destruction and bulldozing in the way of the 19th century.” (Wishart & Boschler: 237) RTMark set up a campaign fund for toywar, managed by Survival Research Laboratories’ Mark Pauline. The RTMark press release promised a “new internet ‘game’ designed to destroy eToys.com.” (Wishart & Boschler: 239) The RTMark press release grabbed the attention of the Associated Press newswire. The eToys.com share price actually rose on December 13th. Goldman Sachs’ e-commerce analyst Anthony Noto argued that the previous declines in the Etoys share price made it a good buy. Goldman Sachs was the lead underwriter of the eToys IPO. Noto’s writings may have been nothing more than the usual ‘IPOetry’ of the time, but the crash of the internet bubble was some months away yet. The RTMark campaign was called ‘The Twelve Days of Christmas’. It used the Floodnet technique that Ricardo Dominguez used in support of the Zapatistas. As Dominguez said, “this hysterical power-play perfectly demonstrates the intensions of the new net elite; to turn the World Wide Web into their own private home-shopping network.” (Wishart & Boschler: 242) The Floodnet attack may have slowed the eToys.com server down a bit, but it was robust and didn’t crash. Ironically, it ran on open source software. Dominguez claims that the ‘Twelve Days’ campaign, which relied on individuals manually launching Floodnet from their own computers, was not designed to destroy the eToys site, but to make a protest felt. “We had a single-bullet script that could have taken down eToys – a tactical nuke, if you will. But we felt this script did not represent the presence of a global group of people gathered to bear witness to a wrong.” (Wishart & Boschler: 245) While the eToys engineers did what they could to keep the site going, eToys also approached universities and businesses whose systems were being used to host Floodnet attacks. The Thing, which hosted Dominguez’s eToys Floodnet site was taken offline by The Thing’s ISP, Verio. After taking down the Floodnet scripts, The Thing was back up, restoring service to the 200 odd websites that The Thing hosted besides the offending Floodnet site. About 200 people gathered on December 20th at a demonstration against eToys outside the Museum of Modern Art. Among the crowd were Santas bearing signs that said ‘Coal for eToys’. The rally, inside the Museum, was led by the Reverend Billy of the Church of Stop Shopping: “We are drowning in a sea of identical details”, he said. (Wishart & Boschler: 249-250) Meanwhile etoy worked on the Toywar Platform, an online agitpop theater spectacle, in which participants could act as soldiers in the toywar. This would take some time to complete – ironically the dispute threatened to end before this last etoy artwork was ready, giving etoy further incentives to keep the dispute alive. The etoy agents had a new lawyer, Chris Truax, who was attracted to the case by the publicity it was generating. Through Truax, etoy offered to sell the etoy domain and trademark for $3.7 million. This may sound like an insane sum, but to put it in perspective, the business.com site changed hands for $7.5 million around this time. On December 29th, Wessel signaled that eToys was prepared to compromise. The problem was, the Toywar Platform was not quite ready, so etoy did what it could to drag out the negotiations. The site went live just before the scheduled court hearings, January 10th 2000. “TOYWAR.com is a place where all servers and all involved people melt and build a living system. In our eyes it is the best way to express and document what’s going on at the moment: people start to about new ways to fight for their ideas, their lifestyle, contemporary culture and power relations.” (Wishart & Boschler: 263) Meanwhile, in a California courtroom, Truax demanded that Network Solutions restore the etoy domain, that eToys pay the etoy legal expenses, and that the case be dropped without prejudice. No settlement was reached. Negotiations dragged on for another two weeks, with the etoy agents’ attention somewhat divided between two horizons – art and law. The dispute was settled on 25th January. Both parties dismissed their complaints without prejudice. The eToys company would pay the etoy artists $40,000 for legal costs, and contact Network Solutions to reinstate the etoy domain. “It was a pleasure doing business with one of the biggest e-commerce giants in the world” ran the etoy press release. (Wishart & Boschler: 265) That would make a charming end to the story. But what goes around comes around. Brainhard, still pissed off with Zai after leaving the group in San Francisco, filed for the etoy trademark in Austria. After that the internal etoy wranglings just gets boring. But it was fun while it lasted. What etoy grasped intuitively was the nexus between the internet as a cultural space and the transformation of the commodity economy in a yet-more abstract direction – its becoming-vectoral. They zeroed in on the heart of the new era of conceptual business – the brand. As Wittgenstein says of language, what gives words meaning is other words, so too for brands. What gives brands meaning is other brands. There is a syntax for brands as there is for words. What etoy discovered is how to insert a new brand into that syntax. The place of eToys as a brand depended on their business competition with other brands – with Toys ‘R’ Us, for example. For etoy, the syntax they discovered for relating their brand to another one was a legal opposition. What made etoy interesting was their lack of moral posturing. Their abandonment of leftist rhetorics opened them up to exploring the territory where media and business meet, but it also made them vulnerable to being consumed by the very dialectic that created the possibility of staging etoy in the first place. By abandoning obsolete political strategies, they discovered a media tactic, which collapsed for want of a new strategy, for the new vectoral terrain on which we find ourselves. Works Cited Negri, Antonio. Time for Revolution. Continuum, London, 2003. Warhol, Andy. From A to B and Back Again. Picador, New York, 1984. Stalder, Felix. ‘Fences in Cyberspace: Recent events in the battle over domain names’. 19 Jun 2003. <http://felix.openflows.org/html/fences.php>. Wark, McKenzie. ‘A Hacker Manifesto [version 4.0]’ 19 Jun 2003. http://subsol.c3.hu/subsol_2/contributors0/warktext.html. Klein, Naomi. No Logo. Harper Collins, London, 2000. Wishart, Adam & Regula Bochsler. Leaving Reality Behind: etoy vs eToys.com & Other Battles to Control Cyberspace Ecco Books, 2003. Staehle, Wolfgang. ‘<nettime> etoy.com shut down by US court.’ 19 Jun 2003. http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.html Links http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.htm http://felix.openflows.org/html/fences.html http://subsol.c3.hu/subsol_2/contributors0/warktext.html Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Wark, McKenzie. "Toywars" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/02-toywars.php>. APA Style Wark, M. (2003, Jun 19). Toywars. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/02-toywars.php>

Green, Berbank and Jonathan Skuse (Popleaf). Teach Your Monster to Read. Usborne Foundation, Vers. 3.2, Apple App Store, https://itunes.apple.com/ca/app/teach-your-monster-to-read/id828392046?mt Suggested Age Range: PreK+ Cost: $6.99 Teach Your Monster is a series of games designed for the first two years a child is learning to read. It was funded by the Usborne Foundation, a charitable fund set up by Peter Usborne, head of Usborne UK Publishing and his children to support initiatives to develop early literacy initiatives. To this end, Usborne has made the desktop version freely available from their website. (https://www.teachyourmonstertoread.com/). It was created by a diverse group of producers, designers, and developers with the lead game developers and designers listed as Berbank Green and Jonathan Skuse from the Popleaf Software development company. The development team also included educational consultants from UK post secondary institutions specializing in early literacy and digital games. The series is broken into the following games: Game 1: First Steps For children just starting to learn letters and sounds, Game 2: Fun With Words, and Game 3: Champion Reader. For ease of use by parents and teachers, there is a detailed break down of the letter-sound combinations, words and sentences covered in each game, including a PDF overview. (https://www.teachyourmonstertoread.com/about-the-game/what-does-each-game-cover). For the purposes of this review, my 5-year-old son and I looked at the app version of the first game. Like many children’s apps and games, it begins with the opportunity to customize your avatar, in this case a monster. It also builds upon this theme with an interactive rewards system offering a choice of accessories or virtual treats for their monster every time they have learned a new grapheme and when a “world” has been completed. The monster has crashed its spaceship on an alien planet and the king has offered to fix it if he retrieves all of his lost letters. The story set up is concise and does not interfere with getting started but it is also engaging and is woven throughout the levels in an effective way that changes slightly with each level (in terms of the graphics and the activities that are available), yet the narrative and gameplay retains elements of previous worlds so as to provide consistency and ease of navigation. There is a wide variety of “mini games” to choose from as players are learning each grapheme; new ones are added in each world but previous ones are still available. The game adjusts to the learner; graphemes which were not identified correctly are repeated more often. It is brilliantly scaffolded: following the grapheme minigames, players practice blending sounds to make words, identifying challenging “non decodable words” and breaking down or “segmenting” words into sounds. The graphics are colourful, bold and visually appealing to children. Other enhancements such as sound effects and narration are extremely effective and add to the learning and gaming experience. Our one point of criticism is that the grapheme sound in the “run” mini game is slightly less audible than some of the other sound effects (i.e. background music, “jumping” sound, etc.). However, the player is given several opportunities to hear it. Teach Your Monster to Read has a Teacher Area and is designed to be used in the elementary school classroom. It has options for account creation with options for teacher and/or parent monitoring of child progress. The fact that the online/desktop version is freely available is great news for non-profit literacy centres and libraries whose patrons include families who might not have access to the app. A truly impressive multimedia experience in all respects, which reflects the experience and creativity of the development team: https://www.teachyourmonstertoread.com/about-us. Although the Apple App stores lists the recommended age as 4+, I would suggest visiting the website as it states that is designed to cover “two years of the reading journey” and, as mentioned above, provides a very thorough breakdown of what is covered in each game with the first one beginning at Pre-K “learning sounds”. Therefore, parents and teachers can determine the appropriate age for each game based on individual ability and prior exposure to early literacy activities. Highly Recommended: 4 out of 4 starsReviewer: Kim Frail Kim is a Public Services Librarian at the H.T. Coutts Education Library at the University of Alberta. Children’s literature is a big part of her world at work and at home. She also enjoys gardening, renovating and keeping up with her kids.

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. 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Introduction This article is a study in anxiety with regard to social online spaces (SOS) conceived of as dark. There are two possible ways to define ‘dark’ in this context. The first is that communication is dark because it either has limited distribution, is not open to all users (closed groups are a case example) or hidden. The second definition, linked as a result of the first, is the way that communication via these means is interpreted and understood. Dark social spaces disrupt the accepted top-down flow by the ‘gazing elite’ (data aggregators including social media), but anxious users might need to strain to notice what is out there, and this in turn destabilises one’s reception of the scene. In an environment where surveillance technologies are proliferating, this article examines contemporary, dark, interconnected, and interactive communications for the entangled affordances that might be brought to bear. A provocation is that resistance through counterveillance or “sousveillance” is one possibility. An alternative (or addition) is retreating to or building ‘dark’ spaces that are less surveilled and (perhaps counterintuitively) less fearful. This article considers critically the notion of dark social online spaces via four broad socio-technical concerns connected to the big social media services that have helped increase a tendency for fearful anxiety produced by surveillance and the perceived implications for personal privacy. It also shines light on the aspect of darkness where some users are spurred to actively seek alternative, dark social online spaces. Since the 1970s, public-key cryptosystems typically preserved security for websites, emails, and sensitive health, government, and military data, but this is now reduced (Williams). We have seen such systems exploited via cyberattacks and misappropriated data acquired by affiliations such as Facebook-Cambridge Analytica for targeted political advertising during the 2016 US elections. Via the notion of “parasitic strategies”, such events can be described as news/information hacks “whose attack vectors target a system’s weak points with the help of specific strategies” (von Nordheim and Kleinen-von Königslöw, 88). In accord with Wilson and Serisier’s arguments (178), emerging technologies facilitate rapid data sharing, collection, storage, and processing wherein subsequent “outcomes are unpredictable”. This would also include the effect of acquiescence. In regard to our digital devices, for some, being watched overtly—through cameras encased in toys, computers, and closed-circuit television (CCTV) to digital street ads that determine the resonance of human emotions in public places including bus stops, malls, and train stations—is becoming normalised (McStay, Emotional AI). It might appear that consumers immersed within this Internet of Things (IoT) are themselves comfortable interacting with devices that record sound and capture images for easy analysis and distribution across the communications networks. A counter-claim is that mainstream social media corporations have cultivated a sense of digital resignation “produced when people desire to control the information digital entities have about them but feel unable to do so” (Draper and Turow, 1824). Careful consumers’ trust in mainstream media is waning, with readers observing a strong presence of big media players in the industry and are carefully picking their publications and public intellectuals to follow (Mahmood, 6). A number now also avoid the mainstream internet in favour of alternate dark sites. This is done by users with “varying backgrounds, motivations and participation behaviours that may be idiosyncratic (as they are rooted in the respective person’s biography and circumstance)” (Quandt, 42). By way of connection with dark internet studies via Biddle et al. (1; see also Lasica), the “darknet” is a collection of networks and technologies used to share digital content … not a separate physical network but an application and protocol layer riding on existing networks. Examples of darknets are peer-to-peer file sharing, CD and DVD copying, and key or password sharing on email and newsgroups. As we note from the quote above, the “dark web” uses existing public and private networks that facilitate communication via the Internet. Gehl (1220; see also Gehl and McKelvey) has detailed that this includes “hidden sites that end in ‘.onion’ or ‘.i2p’ or other Top-Level Domain names only available through modified browsers or special software. Accessing I2P sites requires a special routing program ... . Accessing .onion sites requires Tor [The Onion Router]”. For some, this gives rise to social anxiety, read here as stemming from that which is not known, and an exaggerated sense of danger, which makes fight or flight seem the only options. This is often justified or exacerbated by the changing media and communication landscape and depicted in popular documentaries such as The Social Dilemma or The Great Hack, which affect public opinion on the unknown aspects of internet spaces and the uses of personal data. The question for this article remains whether the fear of the dark is justified. Consider that most often one will choose to make one’s intimate bedroom space dark in order to have a good night’s rest. We might pleasurably escape into a cinema’s darkness for the stories told therein, or walk along a beach at night enjoying unseen breezes. Most do not avoid these experiences, choosing to actively seek them out. Drawing this thread, then, is the case made here that agency can also be found in the dark by resisting socio-political structural harms. 1. Digital Futures and Anxiety of the Dark Fear of the darkI have a constant fear that something's always nearFear of the darkFear of the darkI have a phobia that someone's always there In the lyrics to the song “Fear of the Dark” (1992) by British heavy metal group Iron Maiden is a sense that that which is unknown and unseen causes fear and anxiety. Holding a fear of the dark is not unusual and varies in degree for adults as it does for children (Fellous and Arbib). Such anxiety connected to the dark does not always concern darkness itself. It can also be a concern for the possible or imagined dangers that are concealed by the darkness itself as a result of cognitive-emotional interactions (McDonald, 16). Extending this claim is this article’s non-binary assertion that while for some technology and what it can do is frequently misunderstood and shunned as a result, for others who embrace the possibilities and actively take it on it is learning by attentively partaking. Mistakes, solecism, and frustrations are part of the process. Such conceptual theorising falls along a continuum of thinking. Global interconnectivity of communications networks has certainly led to consequent concerns (Turkle Alone Together). Much focus for anxiety has been on the impact upon social and individual inner lives, levels of media concentration, and power over and commercialisation of the internet. Of specific note is that increasing commercial media influence—such as Facebook and its acquisition of WhatsApp, Oculus VR, Instagram, CRTL-labs (translating movements and neural impulses into digital signals), LiveRail (video advertising technology), Chainspace (Blockchain)—regularly changes the overall dynamics of the online environment (Turow and Kavanaugh). This provocation was born out recently when Facebook disrupted the delivery of news to Australian audiences via its service. Mainstream social online spaces (SOS) are platforms which provide more than the delivery of media alone and have been conceptualised predominantly in a binary light. On the one hand, they can be depicted as tools for the common good of society through notional widespread access and as places for civic participation and discussion, identity expression, education, and community formation (Turkle; Bruns; Cinque and Brown; Jenkins). This end of the continuum of thinking about SOS seems set hard against the view that SOS are operating as businesses with strategies that manipulate consumers to generate revenue through advertising, data, venture capital for advanced research and development, and company profit, on the other hand. In between the two polar ends of this continuum are the range of other possibilities, the shades of grey, that add contemporary nuance to understanding SOS in regard to what they facilitate, what the various implications might be, and for whom. By way of a brief summary, anxiety of the dark is steeped in the practices of privacy-invasive social media giants such as Facebook and its ancillary companies. Second are the advertising technology companies, surveillance contractors, and intelligence agencies that collect and monitor our actions and related data; as well as the increased ease of use and interoperability brought about by Web 2.0 that has seen a disconnection between technological infrastructure and social connection that acts to limit user permissions and online affordances. Third are concerns for the negative effects associated with depressed mental health and wellbeing caused by “psychologically damaging social networks”, through sleep loss, anxiety, poor body image, real world relationships, and the fear of missing out (FOMO; Royal Society for Public Health (UK) and the Young Health Movement). Here the harms are both individual and societal. Fourth is the intended acceleration toward post-quantum IoT (Fernández-Caramés), as quantum computing’s digital components are continually being miniaturised. This is coupled with advances in electrical battery capacity and interconnected telecommunications infrastructures. The result of such is that the ontogenetic capacity of the powerfully advanced network/s affords supralevel surveillance. What this means is that through devices and the services that they provide, individuals’ data is commodified (Neff and Nafus; Nissenbaum and Patterson). Personal data is enmeshed in ‘things’ requiring that the decisions that are both overt, subtle, and/or hidden (dark) are scrutinised for the various ways they shape social norms and create consequences for public discourse, cultural production, and the fabric of society (Gillespie). Data and personal information are retrievable from devices, sharable in SOS, and potentially exposed across networks. For these reasons, some have chosen to go dark by being “off the grid”, judiciously selecting their means of communications and their ‘friends’ carefully. 2. Is There Room for Privacy Any More When Everyone in SOS Is Watching? An interesting turn comes through counterarguments against overarching institutional surveillance that underscore the uses of technologies to watch the watchers. This involves a practice of counter-surveillance whereby technologies are tools of resistance to go ‘dark’ and are used by political activists in protest situations for both communication and avoiding surveillance. This is not new and has long existed in an increasingly dispersed media landscape (Cinque, Changing Media Landscapes). For example, counter-surveillance video footage has been accessed and made available via live-streaming channels, with commentary in SOS augmenting networking possibilities for niche interest groups or micropublics (Wilson and Serisier, 178). A further example is the Wordpress site Fitwatch, appealing for an end to what the site claims are issues associated with police surveillance (fitwatch.org.uk and endpolicesurveillance.wordpress.com). Users of these sites are called to post police officers’ identity numbers and photographs in an attempt to identify “cops” that might act to “misuse” UK Anti-terrorism legislation against activists during legitimate protests. Others that might be interested in doing their own “monitoring” are invited to reach out to identified personal email addresses or other private (dark) messaging software and application services such as Telegram (freeware and cross-platform). In their work on surveillance, Mann and Ferenbok (18) propose that there is an increase in “complex constructs between power and the practices of seeing, looking, and watching/sensing in a networked culture mediated by mobile/portable/wearable computing devices and technologies”. By way of critical definition, Mann and Ferenbok (25) clarify that “where the viewer is in a position of power over the subject, this is considered surveillance, but where the viewer is in a lower position of power, this is considered sousveillance”. It is the aspect of sousveillance that is empowering to those using dark SOS. One might consider that not all surveillance is “bad” nor institutionalised. It is neither overtly nor formally regulated—as yet. Like most technologies, many of the surveillant technologies are value-neutral until applied towards specific uses, according to Mann and Ferenbok (18). But this is part of the ‘grey area’ for understanding the impact of dark SOS in regard to which actors or what nations are developing tools for surveillance, where access and control lies, and with what effects into the future. 3. Big Brother Watches, So What Are the Alternatives: Whither the Gazing Elite in Dark SOS? By way of conceptual genealogy, consideration of contemporary perceptions of surveillance in a visually networked society (Cinque, Changing Media Landscapes) might be usefully explored through a revisitation of Jeremy Bentham’s panopticon, applied here as a metaphor for contemporary surveillance. Arguably, this is a foundational theoretical model for integrated methods of social control (Foucault, Surveiller et Punir, 192-211), realised in the “panopticon” (prison) in 1787 by Jeremy Bentham (Bentham and Božovič, 29-95) during a period of social reformation aimed at the improvement of the individual. Like the power for social control over the incarcerated in a panopticon, police power, in order that it be effectively exercised, “had to be given the instrument of permanent, exhaustive, omnipresent surveillance, capable of making all visible … like a faceless gaze that transformed the whole social body into a field of perception” (Foucault, Surveiller et Punir, 213–4). In grappling with the impact of SOS for the individual and the collective in post-digital times, we can trace out these early ruminations on the complex documentary organisation through state-controlled apparatuses (such as inspectors and paid observers including “secret agents”) via Foucault (Surveiller et Punir, 214; Subject and Power, 326-7) for comparison to commercial operators like Facebook. Today, artificial intelligence (AI), facial recognition technology (FRT), and closed-circuit television (CCTV) for video surveillance are used for social control of appropriate behaviours. Exemplified by governments and the private sector is the use of combined technologies to maintain social order, from ensuring citizens cross the street only on green lights, to putting rubbish in the correct recycling bin or be publicly shamed, to making cashless payments in stores. The actions see advantages for individual and collective safety, sustainability, and convenience, but also register forms of behaviour and attitudes with predictive capacities. This gives rise to suspicions about a permanent account of individuals’ behaviour over time. Returning to Foucault (Surveiller et Punir, 135), the impact of this finds a dissociation of power from the individual, whereby they become unwittingly impelled into pre-existing social structures, leading to a ‘normalisation’ and acceptance of such systems. If we are talking about the dark, anxiety is key for a Ministry of SOS. Following Foucault again (Subject and Power, 326-7), there is the potential for a crawling, creeping governance that was once distinct but is itself increasingly hidden and growing. A blanket call for some form of ongoing scrutiny of such proliferating powers might be warranted, but with it comes regulation that, while offering certain rights and protections, is not without consequences. For their part, a number of SOS platforms had little to no moderation for explicit content prior to December 2018, and in terms of power, notwithstanding important anxiety connected to arguments that children and the vulnerable need protections from those that would seek to take advantage, this was a crucial aspect of community building and self-expression that resulted in this freedom of expression. In unearthing the extent that individuals are empowered arising from the capacity to post sexual self-images, Tiidenberg ("Bringing Sexy Back") considered that through dark SOS (read here as unregulated) some users could work in opposition to the mainstream consumer culture that provides select and limited representations of bodies and their sexualities. This links directly to Mondin’s exploration of the abundance of queer and feminist pornography on dark SOS as a “counterpolitics of visibility” (288). This work resulted in a reasoned claim that the technological structure of dark SOS created a highly political and affective social space that users valued. What also needs to be underscored is that many users also believed that such a space could not be replicated on other mainstream SOS because of the differences in architecture and social norms. Cho (47) worked with this theory to claim that dark SOS are modern-day examples in a history of queer individuals having to rely on “underground economies of expression and relation”. Discussions such as these complicate what dark SOS might now become in the face of ‘adult’ content moderation and emerging tracking technologies to close sites or locate individuals that transgress social norms. Further, broader questions are raised about how content moderation fits in with the public space conceptualisations of SOS more generally. Increasingly, “there is an app for that” where being able to identify the poster of an image or an author of an unknown text is seen as crucial. While there is presently no standard approach, models for combining instance-based and profile-based features such as SVM for determining authorship attribution are in development, with the result that potentially far less content will remain hidden in the future (Bacciu et al.). 4. There’s Nothing New under the Sun (Ecclesiastes 1:9) For some, “[the] high hopes regarding the positive impact of the Internet and digital participation in civic society have faded” (Schwarzenegger, 99). My participant observation over some years in various SOS, however, finds that critical concern has always existed. Views move along the spectrum of thinking from deep scepticisms (Stoll, Silicon Snake Oil) to wondrous techo-utopian promises (Negroponte, Being Digital). Indeed, concerns about the (then) new technologies of wireless broadcasting can be compared with today’s anxiety over the possible effects of the internet and SOS. Inglis (7) recalls, here, too, were fears that humanity was tampering with some dangerous force; might wireless wave be causing thunderstorms, droughts, floods? Sterility or strokes? Such anxieties soon evaporated; but a sense of mystery might stay longer with evangelists for broadcasting than with a laity who soon took wireless for granted and settled down to enjoy the products of a process they need not understand. As the analogy above makes clear, just as audiences came to use ‘the wireless’ and later the internet regularly, it is reasonable to argue that dark SOS will also gain widespread understanding and find greater acceptance. Dark social spaces are simply the recent development of internet connectivity and communication more broadly. The dark SOS afford choice to be connected beyond mainstream offerings, which some users avoid for their perceived manipulation of content and user both. As part of the wider array of dark web services, the resilience of dark social spaces is reinforced by the proliferation of users as opposed to decentralised replication. Virtual Private Networks (VPNs) can be used for anonymity in parallel to TOR access, but they guarantee only anonymity to the client. A VPN cannot guarantee anonymity to the server or the internet service provider (ISP). While users may use pseudonyms rather than actual names as seen on Facebook and other SOS, users continue to take to the virtual spaces they inhabit their off-line, ‘real’ foibles, problems, and idiosyncrasies (Chenault). To varying degrees, however, people also take their best intentions to their interactions in the dark. The hyper-efficient tools now deployed can intensify this, which is the great advantage attracting some users. In balance, however, in regard to online information access and dissemination, critical examination of what is in the public’s interest, and whether content should be regulated or controlled versus allowing a free flow of information where users self-regulate their online behaviour, is fraught. O’Loughlin (604) was one of the first to claim that there will be voluntary loss through negative liberty or freedom from (freedom from unwanted information or influence) and an increase in positive liberty or freedom to (freedom to read or say anything); hence, freedom from surveillance and interference is a kind of negative liberty, consistent with both libertarianism and liberalism. Conclusion The early adopters of initial iterations of SOS were hopeful and liberal (utopian) in their beliefs about universality and ‘free’ spaces of open communication between like-minded others. This was a way of virtual networking using a visual motivation (led by images, text, and sounds) for consequent interaction with others (Cinque, Visual Networking). The structural transformation of the public sphere in a Habermasian sense—and now found in SOS and their darker, hidden or closed social spaces that might ensure a counterbalance to the power of those with influence—towards all having equal access to platforms for presenting their views, and doing so respectfully, is as ever problematised. Broadly, this is no more so, however, than for mainstream SOS or for communicating in the world. References Bacciu, Andrea, Massimo La Morgia, Alessandro Mei, Eugenio Nerio Nemmi, Valerio Neri, and Julinda Stefa. “Cross-Domain Authorship Attribution Combining Instance Based and Profile-Based Features.” CLEF (Working Notes). Lugano, Switzerland, 9-12 Sep. 2019. Bentham, Jeremy, and Miran Božovič. The Panopticon Writings. London: Verso Trade, 1995. 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Weaving the Dark Web: Legitimacy on Freenet, Tor, and I2P. Cambridge, Massachusetts: MIT Press, 2018. Gehl, Robert, and Fenwick McKelvey. “Bugging Out: Darknets as Parasites of Large-Scale Media Objects.” Media, Culture & Society 41.2 (2019): 219-235. Gillespie, Tarleton. Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions That Shape Social Media. London: Yale UP, 2018. Habermas, Jürgen. The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society. Trans. Thomas Burger with the assistance of Frederick Lawrence. Cambridge, Mass.: MIT Press, 1989. Inglis, Ken S. This Is the ABC: The Australian Broadcasting Commission 1932–1983. Melbourne: Melbourne UP, 1983. Iron Maiden. “Fear of the Dark.” London: EMI, 1992. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. Lasica, J. D. Darknet: Hollywood’s War against the Digital Generation. New York: John Wiley and Sons, 2005. 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Dawn Nafus. 2016. 68-79. O’Loughlin, Ben. “The Political Implications of Digital Innovations.” Information, Communication and Society 4.4 (2001): 595–614. Quandt, Thorsten. “Dark Participation.” Media and Communication 6.4 (2018): 36-48. Royal Society for Public Health (UK) and the Young Health Movement. “#Statusofmind.” 2017. 2 Apr. 2021 <https://www.rsph.org.uk/our-work/campaigns/status-of-mind.html>. Statista. “Number of IoT devices 2015-2025.” 27 Nov. 2020 <https://www.statista.com/statistics/471264/iot-number-of-connected-devices-worldwide/>. Schwarzenegger, Christian. “Communities of Darkness? Users and Uses of Anti-System Alternative Media between Audience and Community.” Media and Communication 9.1 (2021): 99-109. Stoll, Clifford. Silicon Snake Oil: Second Thoughts on the Information Highway. Anchor, 1995. Tiidenberg, Katrin. “Bringing Sexy Back: Reclaiming the Body Aesthetic via Self-Shooting.” Cyberpsychology: Journal of Psychosocial Research on Cyberspace 8.1 (2014). 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At a time when almost every human transgression, illness, profession and other personal aspect of life has been chronicled in autobiographical writing (Rak)—in 1998 Zinsser called ours “the age of memoir” (3)—writing about fat is one of the most recent subjects to be addressed in this way. This article surveys a range of contemporary autobiographical texts that are titled with, or revolve around, that powerful and most evocative word, “fat”. Following a number of cultural studies of fat in society (Critser; Gilman, Fat Boys; Fat: A Cultural History; Stearns), this discussion views fat in socio-cultural terms, following Lupton in understanding fat as both “a cultural artefact: a bodily substance or body shape that is given meaning by complex and shifting systems of ideas, practices, emotions, material objects and interpersonal relationships” (i). Using a case study approach (Gerring; Verschuren), this examination focuses on a range of texts from autobiographical cookbooks and memoirs to novel-length graphic works in order to develop a preliminary taxonomy of these works. In this way, a small sample of work, each of which (described below) explores an aspect (or aspects) of the form is, following Merriam, useful as it allows a richer picture of an under-examined phenomenon to be constructed, and offers “a means of investigating complex social units consisting of multiple variables of potential importance in understanding the phenomenon” (Merriam 50). Although the sample size does not offer generalisable results, the case study method is especially suitable in this context, where the aim is to open up discussion of this form of writing for future research for, as Merriam states, “much can be learned from […] an encounter with the case through the researcher’s narrative description” and “what we learn in a particular case can be transferred to similar situations” (51). Pro-Fat Autobiographical WritingAlongside the many hundreds of reduced, low- and no-fat cookbooks and weight loss guides currently in print that offer recipes, meal plans, ingredient replacements and strategies to reduce fat in the diet, there are a handful that promote the consumption of fats, and these all have an autobiographical component. The publication of Jennifer McLagan’s Fat: An Appreciation of a Misunderstood Ingredient, with Recipes in 2008 by Ten Speed Press—publisher of Mollie Katzen’s groundbreaking and influential vegetarian Moosewood Cookbook in 1974 and an imprint now known for its quality cookbooks (Thelin)—unequivocably addressed that line in the sand often drawn between fat and all things healthy. The four chapter titles of this cookbook— “Butter,” subtitled “Worth It,” “Pork Fat: The King,” “Poultry Fat: Versatile and Good For You,” and, “Beef and Lamb Fats: Overlooked But Tasty”—neatly summarise McLagan’s organising argument: that animal fats not only add an unreplaceable and delicious flavour to foods but are fundamental to our health. Fat polarised readers and critics; it was positively reviewed in prominent publications (Morris; Bhide) and won influential food writing awards, including 2009 James Beard Awards for Single Subject Cookbook and Cookbook of the Year but, due to its rejection of low-fat diets and the research underpinning them, was soon also vehemently criticised, to the point where the book was often described in the media as “controversial” (see Smith). McLagan’s text, while including historical, scientific and gastronomic data and detail, is also an outspokenly personal treatise, chronicling her sensual and emotional responses to this ingredient. “I love fat,” she begins, continuing, “Whether it’s a slice of foie gras terrine, its layer of yellow fat melting at the edges […] hot bacon fat […] wilting a plate of pungent greens into submission […] or a piece of crunchy pork crackling […] I love the way it feels in my mouth, and I love its many tastes” (1). Her text is, indeed, memoir as gastronomy / gastronomy as memoir, and this cookbook, therefore, an example of the “memoir with recipes” subgenre (Brien et al.). It appears to be this aspect – her highly personal and, therein, persuasive (Weitin) plea for the value of fats – that galvanised critics and readers.Molly Chester and Sandy Schrecengost’s Back to Butter: A Traditional Foods Cookbook – Nourishing Recipes Inspired by Our Ancestors begins with its authors’ memoirs (illness, undertaking culinary school training, buying and running a farm) to lend weight to their argument to utilise fats widely in cookery. Its first chapter, “Fats and Oils,” features the familiar butter, which it describes as “the friendly fat” (22), then moves to the more reviled pork lard “Grandma’s superfood” (22) and, nowadays quite rarely described as an ingredient, beef tallow. Grit Magazine’s Lard: The Lost Art of Cooking with Your Grandmother’s Secret Ingredient utilises the rhetoric that fat, and in this case, lard, is a traditional and therefore foundational ingredient in good cookery. This text draws on its publisher’s, Grit Magazine (published since 1882 in various formats), long history of including auto/biographical “inspirational stories” (Teller) to lend persuasive power to its argument. One of the most polarising of fats in health and current media discourse is butter, as was seen recently in debate over what was seen as its excessive use in the MasterChef Australia television series (see, Heart Foundation; Phillipov). It is perhaps not surprising, then, that butter is the single fat inspiring the most autobiographical writing in this mode. Rosie Daykin’s Butter Baked Goods: Nostalgic Recipes from a Little Neighborhood Bakery is, for example, typical of a small number of cookbooks that extend the link between baking and nostalgia to argue that butter is the superlative ingredient for baking. There are also entire cookbooks dedicated to making flavoured butters (Vaserfirer) and a number that offer guides to making butter and other (fat-based) dairy products at home (Farrell-Kingsley; Hill; Linford).Gabrielle Hamilton’s Blood, Bones and Butter: The Inadvertent Education of a Reluctant Chef is typical among chef’s memoirs in using butter prominently although rare in mentioning fat in its title. In this text and other such memoirs, butter is often used as shorthand for describing a food that is rich but also wholesomely delicious. Hamilton relates childhood memories of “all butter shortcakes” (10), and her mother and sister “cutting butter into flour and sugar” for scones (15), radishes eaten with butter (21), sautéing sage in butter to dress homemade ravoli (253), and eggs fried in browned butter (245). Some of Hamilton’s most telling references to butter present it as an staple, natural food as, for instance, when she describes “sliced bread with butter and granulated sugar” (37) as one of her family’s favourite desserts, and lists butter among the everyday foodstuffs that taste superior when stored at room temperature instead of refrigerated—thereby moving butter from taboo (Gwynne describes a similar process of the normalisation of sexual “perversion” in erotic memoir).Like this text, memoirs that could be described as arguing “for” fat as a substance are largely by chefs or other food writers who extol, like McLagan and Hamilton, the value of fat as both food and flavouring, and propose that it has a key role in both ordinary/family and gourmet cookery. In this context, despite plant-based fats such as coconut oil being much lauded in nutritional and other health-related discourse, the fat written about in these texts is usually animal-based. An exception to this is olive oil, although this is never described in the book’s title as a “fat” (see, for instance, Drinkwater’s series of memoirs about life on an olive farm in France) and is, therefore, out of the scope of this discussion.Memoirs of Being FatThe majority of the other memoirs with the word “fat” in their titles are about being fat. Narratives on this topic, and their authors’ feelings about this, began to be published as a sub-set of autobiographical memoir in the 2000s. The first decade of the new millennium saw a number of such memoirs by female writers including Judith Moore’s Fat Girl (published in 2005), Jen Lancaster’s Such a Pretty Fat: One Narcissist’s Quest to Discover If Her Life Makes Her Ass Look Big, or Why Pie Is Not the Answer, and Stephanie Klein’s Moose: A Memoir (both published in 2008) and Jennifer Joyne’s Designated Fat Girl in 2010. These were followed into the new decade by texts such as Celia Rivenbark’s bestselling 2011 You Don’t Sweat Much for a Fat Girl, and all attracted significant mainstream readerships. Journalist Vicki Allan pulled no punches when she labelled these works the “fat memoir” and, although Sidonie Smith and Julia Watson’s influential categorisation of 60 genres of life writing does not include this description, they do recognise eating disorder and weight-loss narratives. Some scholarly interest followed (Linder; Halloran), with Mitchell linking this production to feminism’s promotion of the power of the micro-narrative and the recognition that the autobiographical narrative was “a way of situating the self politically” (65).aken together, these memoirs all identify “excess” weight, although the response to this differs. They can be grouped as: narratives of losing weight (see Kuffel; Alley; and many others), struggling to lose weight (most of these books), and/or deciding not to try to lose weight (the smallest number of works overall). Some of these texts display a deeply troubled relationship with food—Moore’s Fat Girl, for instance, could also be characterised as an eating disorder memoir (Brien), detailing her addiction to eating and her extremely poor body image as well as her mother’s unrelenting pressure to lose weight. Elena Levy-Navarro describes the tone of these narratives as “compelled confession” (340), mobilising both the conventional understanding of confession of the narrator “speaking directly and colloquially” to the reader of their sins, failures or foibles (Gill 7), and what she reads as an element of societal coercion in their production. Some of these texts do focus on confessing what can be read as disgusting and wretched behavior (gorging and vomiting, for instance)—Halloran’s “gustatory abject” (27)—which is a feature of the contemporary conceptualisation of confession after Rousseau (Brooks). This is certainly a prominent aspect of current memoir writing that is, simultaneously, condemned by critics (see, for example, Jordan) and popular with readers (O’Neill). Read in this way, the majority of memoirs about being fat are about being miserable until a slimming regime of some kind has been undertaken and successful. Some of these texts are, indeed, triumphal in tone. Lisa Delaney’s Secrets of a Former Fat Girl is, for instance, clear in the message of its subtitle, How to Lose Two, Four (or More!) Dress Sizes—And Find Yourself Along the Way, that she was “lost” until she became slim. Linden has argued that “female memoir writers frequently describe their fat bodies as diseased and contaminated” (219) and “powerless” (226). Many of these confessional memoirs are moving narratives of shame and self loathing where the memoirist’s sense of self, character, and identity remain somewhat confused and unresolved, whether they lose weight or not, and despite attestations to the contrary.A sub-set of these memoirs of weight loss are by male authors. While having aspects in common with those by female writers, these can be identified as a sub-set of these memoirs for two reasons. One is the tone of their narratives, which is largely humourous and often ribaldly comic. There is also a sense of the heroic in these works, with male memoirsts frequently mobilising images of battles and adversity. Texts that can be categorised in this way include Toshio Okada’s Sayonara Mr. Fatty: A Geek’s Diet Memoir, Gregg McBride and Joy Bauer’s bestselling Weightless: My Life as a Fat Man and How I Escaped, Fred Anderson’s From Chunk to Hunk: Diary of a Fat Man. As can be seen in their titles, these texts also promise to relate the stratgies, regimes, plans, and secrets that others can follow to, similarly, lose weight. Allen Zadoff’s title makes this explicit: Lessons Learned on the Journey from Fat to Thin. Many of these male memoirists are prompted by a health-related crisis, diagnosis, or realisation. Male body image—a relatively recent topic of enquiry in the eating disorder, psychology, and fashion literature (see, for instance, Bradley et al.)—is also often a surprising motif in these texts, and a theme in common with weight loss memoirs by female authors. Edward Ugel, for instance, opens his memoir, I’m with Fatty: Losing Fifty Pounds in Fifty Miserable Weeks, with “I’m haunted by mirrors … the last thing I want to do is see myself in a mirror or a photograph” (1).Ugel, as that prominent “miserable” in his subtitle suggests, provides a subtle but revealing variation on this theme of successful weight loss. Ugel (as are all these male memoirists) succeeds in the quest be sets out on but, apparently, despondent almost every moment. While the overall tone of his writing is light and humorous, he laments every missed meal, snack, and mouthful of food he foregoes, explaining that he loves eating, “Food makes me happy … I live to eat. I love to eat at restaurants. I love to cook. I love the social component of eating … I can’t be happy without being a social eater” (3). Like many of these books by male authors, Ugel’s descriptions of the food he loves are mouthwatering—and most especially when describing what he identifies as the fattening foods he loves: Reuben sandwiches dripping with juicy grease, crispy deep friend Chinese snacks, buttery Danish pastries and creamy, rich ice cream. This believable sense of regret is not, however, restricted to male authors. It is also apparent in how Jen Lancaster begins her memoir: “I’m standing in the kitchen folding a softened stick of butter, a cup of warmed sour cream, and a mound of fresh-shaved Parmesan into my world-famous mashed potatoes […] There’s a maple-glazed pot roast browning nicely in the oven and white-chocolate-chip macadamia cookies cooling on a rack farther down the counter. I’ve already sautéed the almonds and am waiting for the green beans to blanch so I can toss the whole lot with yet more butter before serving the meal” (5). In the above memoirs, both male and female writers recount similar (and expected) strategies: diets, fasts and other weight loss regimes and interventions (calorie counting, colonics, and gastric-banding and -bypass surgery for instance, recur); consulting dieting/health magazines for information and strategies; keeping a food journal; employing expert help in the form of nutritionists, dieticians, and personal trainers; and, joining health clubs/gyms, and taking up various sports.Alongside these works sit a small number of texts that can be characterised as “non-weight loss memoirs.” These can be read as part of the emerging, and burgeoning, academic field of Fat Studies, which gathers together an extensive literature critical of, and oppositional to, dominant discourses about obesity (Cooper; Rothblum and Solovay; Tomrley and Naylor), and which include works that focus on information backed up with memoir such as self-described “fat activist” (Wann, website) Marilyn Wann’s Fat! So?: Because You Don’t Have to Apologise, which—when published in 1998—followed a print ’zine and a website of the same title. Although certainly in the minority in terms of numbers, these narratives have been very popular with readers and are growing as a sub-genre, with well-known actress Camryn Manheim’s New York Times-bestselling memoir, Wake Up, I'm Fat! (published in 1999) a good example. This memoir chronicles Manheim’s journey from the overweight and teased teenager who finds it a struggle to find friends (a common trope in many weight loss memoirs) to an extremely successful actress.Like most other types of memoir, there are also niche sub-genres of the “fat memoir.” Cheryl Peck’s Fat Girls and Lawn Chairs recounts a series of stories about her life in the American Midwest as a lesbian “woman of size” (xiv) and could thus be described as a memoir on the subjects of – and is, indeed, catalogued in the Library of Congress as: “Overweight women,” “Lesbians,” and “Three Rivers (Mich[igan]) – Social life and customs”.Carol Lay’s graphic memoir, The Big Skinny: How I Changed My Fattitude, has a simple diet message – she lost weight by counting calories and exercising every day – and makes a dual claim for value of being based on both her own story and a range of data and tools including: “the latest research on obesity […] psychological tips, nutrition basics, and many useful tools like simplified calorie charts, sample recipes, and menu plans” (qtd. in Lorah). The Big Skinny could, therefore, be characterised with the weight loss memoirs above as a self-help book, but Lay herself describes choosing the graphic form in order to increase its narrative power: to “wrap much of the information in stories […] combining illustrations and story for a double dose of retention in the brain” (qtd. in Lorah). Like many of these books that can fit into multiple categories, she notes that “booksellers don’t know where to file the book – in graphic novels, memoirs, or in the diet section” (qtd. in O’Shea).Jude Milner’s Fat Free: The Amazing All-True Adventures of Supersize Woman! is another example of how a single memoir (graphic, in this case) can be a hybrid of the categories herein discussed, indicating how difficult it is to neatly categorise human experience. Recounting the author’s numerous struggles with her weight and journey to self-acceptance, Milner at first feels guilty and undertakes a series of diets and regimes, before becoming a “Fat Is Beautiful” activist and, finally, undergoing gastric bypass surgery. Here the narrative trajectory is of empowerment rather than physical transformation, as a thinner (although, importantly, not thin) Milner “exudes confidence and radiates strength” (Story). ConclusionWhile the above has identified a number of ways of attempting to classify autobiographical writing about fat/s, its ultimate aim is, after G. Thomas Couser’s work in relation to other sub-genres of memoir, an attempt to open up life writing for further discussion, rather than set in placed fixed and inflexible categories. Constructing such a preliminary taxonomy aspires to encourage more nuanced discussion of how writers, publishers, critics and readers understand “fat” conceptually as well as more practically and personally. It also aims to support future work in identifying prominent and recurrent (or not) themes, motifs, tropes, and metaphors in memoir and autobiographical texts, and to contribute to the development of a more detailed set of descriptors for discussing and assessing popular autobiographical writing more generally.References Allan, Vicki. “Graphic Tale of Obesity Makes for Heavy Reading.” Sunday Herald 26 Jun. 2005. Alley, Kirstie. How to Lose Your Ass and Regain Your Life: Reluctant Confessions of a Big-Butted Star. Emmaus, PA: Rodale, 2005.Anderson, Fred. From Chunk to Hunk: Diary of a Fat Man. 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Vancouver: Fair Winds Press, 2014.Cooper, Charlotte. “Fat Studies: Mapping the Field.” Sociology Compass 4.12 (2010): 1020–34.Couser, G. Thomas. “Genre Matters: Form, Force, and Filiation.” Lifewriting 2.2 (2007): 139–56.Critser, Greg. Fat Land: How Americans Became the Fattest People in the World. New York: First Mariner Books, 2004. Daykin, Rosie. Butter Baked Goods: Nostalgic Recipes from a Little Neighborhood Bakery. New York: Random House, 2015.Delaney, Lisa. Secrets of a Former Fat Girl: How to Lose Two, Four (or More!) Dress Sizes – and Find Yourself along the Way. New York: Plume/Penguin, 2008.Drinkwater, Carol. The Olive Farm: A Memoir of Life, Love and Olive Oil in the South of France. New York: Little, Brown and Company, 2001.Farrell, Amy Erdman. Fat Shame: Stigma and the Fat Body in American Culture. New York: New York University Press, 2011.Farrell-Kingsley, Kathy. The Home Creamery: Make Your Own Fresh Dairy Products; Easy Recipes for Butter, Yogurt, Sour Cream, Creme Fraiche, Cream Cheese, Ricotta, and More! North Adams, MA: Storey Publishing, 2008.Gerring, John. Case Study Research: Principles and Practices. Cambridge: Cambridge University Press, 2006. Gill, Jo. “Introduction.” Modern Confessional Writing: New Critical Essays, ed. Jo Gill. London: Routledge, 2006. 1–10.Gilman, Sander L. Fat Boys: A Slim Book. Lincoln, NE: University of Nebraska Press, 2004.———. Fat: A Cultural History of Obesity. Cambridge: Polity Press, 2008.Grit Magazine Editors. Lard: The Lost Art of Cooking with Your Grandmother’s Secret Ingredient. Kansas City: Andrews McMeel, 2012.Gwynne, Joel. Erotic Memoirs and Postfeminism: The Politics of Pleasure. Houndsmills, UK: Palgrave MacMillan, 2013.Halloran, Vivian Nun. “Biting Reality: Extreme Eating and the Fascination with the Gustatory Abject.” Iowa Journal of Cultural Studies 4 (2004): 27–42.Hamilton, Gabrielle. Blood, Bones and Butter: The Inadvertent Education of a Reluctant Chef. New York: Random House, 2013.Heart Foundation [Australia]. “To Avoid Trans Fat, Avoid Butter Says Heart Foundation: Media Release.” 27 Sep. 2010.Hill, Louella. Kitchen Creamery: Making Yogurt, Butter & Cheese at Home. San Francisco: Chronicle Books, 2015.Jordan, Pat. “Dysfunction for Dollars.” New York Times 28 July 2002.Joyne, Jennifer. Designated Fat Girl: A Memoir. Guilford, CT: Skirt!, 2010.Katzen, Mollie. The Moosewood Cookbook. Berkeley: Ten Speed Press, 1974.Klein, Stephanie. Moose: A Memoir. New York: HarperCollins, 2008.Kuffel, Frances. Passing for Thin: Losing Half My Weight and Finding My Self. New York: Broadway, 2004. Lancaster, Jen. Such a Pretty Fat: One Narcissist’s Quest to Discover If Her Life Makes Her Ass Look Big, or Why Pie Is Not the Answer. New York: New American Library/Penguin, 2008.Lay, Carol. The Big Skinny: How I Changed My Fattitude. New York: Villard Books, 2008.Levy-Navarro, Elena. “I’m the New Me: Compelled Confession in Diet Discourse.” The Journal of Popular Culture 45.2 (2012): 340–56.Library of Congress. Catalogue record 200304857. Linder, Kathryn E. “The Fat Memoir as Autopathography: Self-Representations of Embodied Fatness.” Auto/biography Studies 26.2 (2011): 219–37.Linford, Jenny. The Creamery Kitchen. London: Ryland Peters & Small, 2014.Lorah, Michael C. “Carol Lay on The Big Skinny: How I Changed My Fattitude.” Newsarama 26 Dec. 2008. Lupton, Deborah. Fat. Milton Park, UK: Routledge, 2013.Manheim, Camryn. Wake Up, I’m Fat! New York: Broadway Books, 2000.Merriam, Sharan B. Qualitative Research: A Guide to Design and Implementation. San Francisco: Jossey-Bass, 2009.McBride, Gregg. Weightless: My Life as a Fat Man and How I Escaped. Las Vegas, NV: Central Recovery Press, 2014.McLagan, Jennifer. Fat: An Appreciation of a Misunderstood Ingredient, with Recipes. Berkeley: Ten Speed Press, 2008.Milner, Jude. Fat Free: The Amazing All-True Adventures of Supersize Woman! New York: Jeremy P. Tarcher/Penguin, 2006.Mitchell, Allyson. “Big Judy: Fatness, Shame, and the Hybrid Autobiography.” Embodied Politics in Visual Autobiography, eds. Sarah Brophy and Janice Hladki. Toronto: University of Toronto Press, 2014. 64–77.Moore, Judith. Fat Girl: A True Story. Harmondsworth: Penguin, 2005. Morris, Sophie. “Fat Is Back: Rediscover the Delights of Lard, Dripping and Suet.” The Independent 12 Mar. 2009. Multiple Sclerosis Society, New York. “Books for a Better Life Awards: 2007 Finalists.” Book Reporter 2006. Okada, Toshio. Sayonara Mr. Fatty: A Geek’s Diet Memoir. Trans. Mizuho Tiyishima. New York: Vertical Inc., 2009.O’Neill, Brendan. “Misery Lit … Read On.” BBC News 17 Apr. 2007. O’Shea, Tim. “Taking Comics with Tim: Carol Lay.” Robot 6 16 Feb. 2009. Peck, Cheryl. Fat Girls and Lawn Chairs. New York: Warner Books, 2004. Phillipov, M.M. “Mastering Obesity: MasterChef Australia and the Resistance to Public Health Nutrition.” Media, Culture and Society 35.4 (2013): 506–15.Rak, Julie. Boom! Manufacturing Memoir for the Popular Market. Waterloo, ON: Wilfrid Laurier University Press, 2013.Rivenbark, Celia. You Don’t Sweat Much for a Fat Girl: Observations on Life from the Shallow End of the Pool. New York: St. Martin’s Griffin, 2011.Rothblum, Esther, and Sondra Solovay, eds. The Fat Studies Reader. New York: New York University Press, 2009.Smith, Shaun. “Jennifer McLagan on her Controversial Cookbook, Fat.” CBC News 15. Sep. 2008. Smith, Sidonie, and Julia Watson. Reading Autobiography: A Guide for Interpreting Life Narratives. Minneapolis: University of Minnesota Press, 2010.Stearns, Peter N. Fat History: Bodies and Beauty in the Modern West. New York and London: New York University Press, 2002.Story, Carol Ann. “Book Review: ‘Fat Free: The Amazing All-True Adventures of Supersize Women’.” WLS Lifestyles 2007. Teller, Jean. “As American as Mom, Apple Pie & Grit.” Grit History Grit. c. 2006. Thelin, Emily Kaiser. “Aaron Wehner Transforms Ten Speed Press into Cookbook Leader.” SF Gate 7 Oct. 2014. Tomrley, Corianna, and Ann Kaloski Naylor. Fat Studies in the UK. York: Raw Nerve Books, 2009.Ugel, Edward. I’m with Fatty: Losing Fifty Pounds in Fifty Miserable Weeks. New York: Weinstein Books, 2010.Vaserfirer, Lucy. Flavored Butters: How to Make Them, Shape Them, and Use Them as Spreads, Toppings, and Sauces. Boston, MA: Harvard Common Press, 2013.Verschuren, Piet. “Case Study as a Research Strategy: Some Ambiguities and Opportunities.” International Journal of Social Research Methodology 6.2 (2003): 121–39.Wann, Marilyn. Fat!So?: Because You Don’t Have to Apologize for Your Size. Berkeley, CA: Ten Speed Press, 1998.———. Fat!So? n.d. Weitin, Thomas. “Testimony and the Rhetoric of Persuasion.” Modern Language Notes 119.3 (2004): 525–40.Zadoff, Allen. Lessons Learned on the Journey from Fat to Thin. Boston, MA: Da Capo Press, 2007.Zinsser, William, ed. Inventing the Truth: The Art and Craft of Memoir. New York: Houghton Mifflin Company, 1998.

Data becomes something of a mirror in which people see themselves reflected. (Sorapure 270)In a 2014 essay for The New Yorker, the humourist David Sedaris recounts an obsession spurred by the purchase of a Fitbit, a wearable activity-tracker that sends a celebratory “tingle” to his wrist every 10, 000 steps. He starts “stepping out” modestly but is soon working hard, steadily improving on the manufacturer’s recommended baseline. “But why?” asks Sedaris’ partner Hugh: “Why isn’t twelve thousand enough?” “Because,” I told him, “my Fitbit thinks I can do better” (n.p.).The record of daily, incidental activity that the Fitbit collects and visualises is important to Sedaris as a record of his (increasing) bodily fitness but it is also evidence in another way, a testament to virtue and a correlate of self-improvement: “The tingle feels so good,” Sedaris says, “not just as a sensation but also as a mark of accomplishment” (n.p.). Improvement is presented as both traceable and quantifiable; data and self are inextricably, though also ironically, linked. With his Fitbit, Sedaris accesses new and precise degrees of bodily information and he connects himself to a visible community of wearers. At first, Sedaris is smug and optimistic; by the time he begins “rambling” compulsively, however, and achieving his “first sixty-thousand-step day,” he has also had an epiphany: “I staggered home with my flashlight knowing that I’d advance to sixty-five thousand, and that there will be no end to it until my feet snap off at the ankles. Then it’ll just be my jagged bones stabbing into the soft ground” (n.p.). When the device finally “dies,” Sedaris experiences an immediate feeling of freedom; within five hours he has “ordered a replacement, express delivery” (n.p.).In their book Self-Tracking, Gina Neff and Dawn Nafus note that both digital technology and a turn to biomedicalisation in the broader culture have amplified the capacity and reach of quantification practices in everyday life. Wearable activity trackers, of which the Fitbit is arguably the most iconic, offer individuals the ability to track minute or previously imperceptible permutations of bodily sensation within an everyday and non-medical context. It is a technological capacity, however, thoroughly embedded in a mobilising rhetoric of “health,” a term which itself has “become a loaded word, not merely a description of a bodily state but also a euphemism for what the speaker believes is desirable” (Neff and Nafus 19). The Fitbit measures movement, but it also signals something about the wearer’s identity that is framed, in the device’s marketing at least, in positive and desirable terms as an indication of character, as a highly desirable aspect of self.In a recent discussion of new forms of online life writing, Madeline Sorapure argues that acts of interpretation and representation in relation to biometric data are “something very similar to autobiographical practice. As in autobiography, subject and object, measurer and measured, are collapsed” (270). In its capacity to track and document over time and its affective role in forming a particular experience of self, the Fitbit bears a formal resemblance to autobiographical practice and specifically to modes of serial self-representation like diaries, journals, or almanacs. The discursive context is crucial here too. Early self-trackers use the pre-formatted almanac diary or calendar to better organise their time and to account for expenditure or gain. The pocket calendar was an innovation that had mass-market appeal and its rapid circulation in the early twentieth century directly shaped diary and account-keeping habits amongst historical populations, and to this day (McCarthy). Such forms are not simply passive repositories but bear cultural ideology. As popular templates for practices of accounting, self-documentation, and affecting, pocket calendars shape what content an individual across their individual day or week is coaxed to attend to or record, and effects what might then be relegated “marginal” or less consequential in relation.How do the technological affordances of the Fitbit similarly coax and shape self-knowledge or ideas of value and worth in relation to personal experience? What kinds of formal and discursive and resonance might there be drawn between wearable personal devices like the Fitbit and historical forms of tracking self-experience, like the diary? Is a Fitbit a diary? In this discussion, I consider pre-formatted diaries, like the almanac or pocket calendar, as discursive and technological precursors or adjuncts to wearable personal trackers like the Fitbit and I explore some assertions around the kinds of subject that digital forms and modes of self-tracking and personal data might then seem to coax or imagine.Tracking SelvesSelf-tracking is a human activity, one far more interesting than the gadgets that have made it easier and far more widespread. (Neff and Nafus 2)In 1726, at the age of 20, the inventor and polymath Benjamin Franklin recorded in his journal the inception of a plan to improve his character. In a chart created to track goals of virtue and progress in character, “black marks” are literal and symbolic, denoting when he has failed to live up to his expectations—two black marks represent a particularly bad effort (Rettberg 438). At age 79, Franklin was still tracking his progress when he wrote about the project in his Autobiography:It was about this time I conceived the bold and arduous project of arriving at moral perfection. I wished to live without committing any fault at any time; I would conquer all that either natural inclination, custom, or company might lead me into. (89)Franklin’s desire to document and chronicle the self-conscious development of his character drives his interest in the form. He was as an almanac devotee and an innovative publisher of the form, which gained immense popularity at this time. Franklin added blank pages to the almanacs he helped produce in the mid eighteenth century and this addition expanded the possibilities for the kinds of data that might be recorded, particularly personal and anecdotal material. The innovation also earned the publishers a good deal more money (McCarthy 49). The mass production of printed almanacs thus had a profound effect on how individuals engaged in various kinds of daily and temporal and social regulation and documentation, including of the self:At the same time as it kept readers aware of the outside world, the almanac could also direct them to the state of their own being. Almanacs were all about regulation, inside and out. Almanacs displayed a regulated universe governed by the laws of planetary motion, by the church calendar, by the zodiac. It seemed natural, then, that some readers might turn to an almanac to regulate themselves. What better way to do that than in a text that already possessed its own system? All one had to do was insert one’s own data in that printed form, like connecting the dots. (McCarthy 53)Mass-market forms that engender habits of accounting are also cultural templates: pre-formatted journals are systems for private documentation that reflect broader cultural and social ideologies. Rebecca Connor observes that historical gender assumptions in relation to time “well-spent” are frequently visible in eighteenth-century mass-market journals explicitly aimed at women, which tended to allocate more space for “social” engagements versus, for example, financial accounting (18).In the twenty-first century, technologies like the Fitbit promise access to data in relation to personal experience but they also reveal dominant cultural and social attitudes to bodies and selves. Deborah Lupton argues that self-tracking as a phenomenon is essentially connected to specific ideological imperatives: “Underlying many accounts of self-tracking is a barely hidden discourse of morality, which takes the form of championing those who take action to improve themselves” (74). Within these influential discourses, acts of self-tracking, no less than Franklin’s virtue chart, acquire significance as moral activities and as the outward sign of good character.Neither self-tracking nor the ideology of virtue that underwrites it are new phenomena. In their cultural study of weight measurement devices, Kate Crawford, Jessa Lingl, and Tero Karpii have explored how both weight scales and wearable devices “emphasize self-knowledge and control through external measurements” (479). Similarly, Lupton has noted that, the “metrics” generated by personal self-tracking devices are “invested with significance” because “data visualisation” is “viewed as more credible and accurate by participants than the ‘subjective’ assessments of their bodily sensations” ("Personal Data" 345).In various historical cultures, objectivity about one’s self is seen as a desire (if not a fact) in relation to conscious self-examination; externalisation, through written or oral confession, is both a virtue and a discipline. While diary writing is, particularly in popular culture, often derided as an overly subjective and narcissistic mode, the diary is also framed within contexts of therapy, or spiritual development, as a possible methodology for self-improvement. For Puritans, though, the act was also understood to entail risks; recording one’s thoughts into a written journal could enable the individual to see patterns or faults in everyday behaviour, and so to identify and rectify habits of mind holding back personal spiritual development. In the twentieth century, “how-to write a diary” self-help guidebooks remediate the discourse of self-knowledge as self-improvement, and promised to refine the method, advising adherents on the kinds of writing practices that might best circumvent problems of individual bias or subjectivity (a claim of an ever-more objective methodology that reverberates to the current moment). Invariably, the more “unconscious” the diary writing practice, the greater the assumed potential for “objective” knowledge (Cardell 34).Contemporary practices of self-tracking extend the prioritisation of external, objective measurement in relation to documenting personal experience. Crawford, Lingel, and Karppi observe that “the discourse around wearable devices gives the impression of radical new technology offering precise and unambiguous physical assessment: devices that reflect back the ‘real’ state of the body” (480). The technology, of course, is not new but it is “improved.” The ideal of a better, more accurate (because externalised and so auditable by the community) self-knowledge sought by Puritans in their journals, or by Benjamin Franklin in his charts and almanacs, resurfaces in the contemporary context, in which wearables like the Fitbit assume powerful discursive status in relation to ideals of truth and objectivity and where the individual is decentred from the position of as “the most authoritative source of data about themselves” (Crawford, Lingel, and Karppi 479).Data SelvesWhat kind of selves do people develop in relation to the technology they use to record or visualise their experience? “There is no doubt,” writes Jill Walker Rettberg, in Seeing Our Selves through Technology, “that people develop ‘affective ties’ to the data they track, just as diaries, blogs, photo albums and other material archives are meaningful to those who keep them” (87). That the data is numerical, or digital, does not lessen this connection:Apps which allow us to see our data allow us to see ourselves. We look at our data doubles as we gazed into the mirror as teenagers wondering who we were and who we might be. We look at our data in much the same way as you might flick through your selfies to find the one that shows you the way you want to be seen. (Rettberg 87)Crucially, Rettberg sees data as both affective and agential and she observes that data can also be edited and shaped by the individual. Some of this practice is deliberate, taking the form of an engagement with narrative as a “story” of self that underpins the practice of writing autobiography, for example. However, the representation of self can also be more oblique. “The first writing” says Rettberg, “was developed not to record words and sentences but to keep accounts. Arguably, recording quantities of grain or other valuables can be a form of self-representation, or at least representation of what belongs to the self” (10).Like log-books or field notebooks, like calendars or almanacs—prosaic forms of daily sequential recording that are understood to prioritise information capture over self-reflection—the Fitbit is usually presented as a method for accruing and representing personal data. In contemporary digital culture, “data” is a complex and fraught term and recent debates around “big data,” which describes the capacity of machines to make connections and perform calculations that a human might not necessarily notice or be able to perform, has crystallised this. What Melissa Gregg calls the power and “spectacle” of data is an ideological pivot in digital cultures of the twenty-first century, one that turns in conjunction to discourses of evidence and authority that emerge in relation to the visual: “sharing the same root as ‘evidence,’ vision is the word that aligns truth and knowledge in different historical moments” (3).For autobiography scholars exploring how formal modes of capture might also be genres, or how a Fitbit might coax a narrative of self, these questions are formative. Sorapure says: Information graphics that visually represent personal data; collaboratively constructed and template-based self-representations in social media and networking sites; the non-narrative nature of aggregated life writing: in these and other new practices we see selves emerging and being represented through interactions with technologies. (271)In the twenty-first century, self-quantification and tracking technologies like the Fitbit are ever more present in individual spheres of everyday activity. These devices prompt behaviour, affect self-knowledge, and signal identity: I am a fit person, or trying to be, or was. A Fitbit cannot record how it feels to spend 34 minutes in the “peak zone,” but it can prompt recollection, it is a mnemonic, and it provides an account of time spent, how, and by whom. Is a Fitbit a diary? The diary in the twenty-first century is already vastly different to many of its formal historical counterparts, yet there are discursive resonances. The Fitbit is a diary if we think of a diary as a chronological record of data, which it can be. However, contemporary uses of the diary, just like their historical antecedents, are also far more diverse and complex than this.Crucially, the Fitbit, like the diary, signals identity in relation to experience and so it reflects various and shifting cultural values or anxieties over what is worth measuring or documenting, and conversely, over what is not. “The private diary,” as Lejeune asserts, is a way of life: “the text itself is a mere by-product, a residue” (31). Historical diary keeping practices unfold from and emerge within cultures that position self-expression and its documentation of this as a means to self-improvement. Seeing the Fitbit within this tradition draws attention to the discursive ideology behind self-tracking as a personal practice that nonetheless positions itself in relation to cultural norms and to ideals (such as health, or fitness, or conscientiousness, or goodness).ConclusionWhat kind of self-representation is produced by practices of self-quantification, where personal data is amassed continuously and contiguously to individual experience? The legacy of centuries of historical diary-practice has been evident to various scholars exploring the cultures of self-tracking that are evolving in response to wearable technologies like the Fitbit. In her book length study of self-tracking cultures, The Quantified Self, Lupton observes that “self-tracking tools” are inevitably “biographical and personal” and that “contemporary self-tracking tools and records are the latter-day versions of the paper diary or journal, photo album, keepsake and memento box or personal dossier” (73). While, in Self-Tracking, Neff and Nafus argue that new technologies “intersect with the way that people have self-tracked for centuries like keeping diaries or logs. The growth of these digital traces raises new questions about this old practice” (2).What does it mean to think of wearable technology like Fitbits in relation to diaries, and what are the implications of such a conception? Privacy settings allow the Fitbit to comply with popular stereotypes of diaries that exist in popular culture; that is, as a locked or secret record. However, in the case of wearable technology the content is in the form of data. While data often poses as neutral and objective information, seeing this instead as diaristic can draw valuable attention to dominant cultural ideals that shape value in relation to self and technology in the twenty-first century. Crucially, “while self-knowledge may be the rhetoric of wearable device advertising, it is just as much a technology of being known by others” (Crawford, Lingel, and Karppi 493-494).Is my Fitbit a diary? It tracks my body’s movements and gestures and reports them to the conscious self. It stores chronologically accumulated data over time. It enables self-reflection and the visualisation of a set of daily habits, and it may produce or coax new behaviour. Diaries have long performed this function: tracking, recording and, documenting for making sense of later, on reflection, or after enough time has passed. Contemporary advances in technology related to self-tracking and personal data collection make possible a new range of previously unimaginable information in relation to individual experience. However, the diary’s cultural status as a “confessional” form intersects with exigencies around “health” and “self-improvement” that corporations producing devices like Fitbit promote to their customers in ways that will demand further attention.ReferencesCardell, Kylie. Dear World: Contemporary Uses of the Diary. Wisconsin UP, 2014.Connor, Rebecca Elisabeth. Women, Accounting and Narrative: Keeping Books in Eighteenth-Century England. London: Routledge, 2011.Crawford, Kate, Jessa Lingel, and Tero Karppi. “Our Metrics, Ourselves: A Hundred Years of Self-Tracking From the Weight Scale to the Wrist Wearable Device.” European Journal of Cultural Studies 18.4-5 (2015): 470-96.Franklin, Benjamin. The Autobiography of Benjamin Franklin: The Complete Illustrated History. Minneapolis: MN Voyageur Press, 2016.Gregg, Melissa. “Inside the Data Spectacle.” Television & New Media 16.1 (2014): 1-15.Lejeune, Philippe. On Diary. Eds. Jeremy D. Popkin and Julie Rak. Trans. Katherine Durnin. Honolulu: U of Hawai’i P, 2009.Lupton, Deborah. “Personal Data Practices in the Age of Lively Data.” Digital Sociologies. Eds. Jessie Daniels, Tressie McMillan Cottom, and Karen Gregory. Bristol: Policy P, 2016. 339-54.———. The Quantified Self. Cambridge: Polity, 2016.McCarthy, Molly A. The Accidental Diarist: A History of the Daily Planner in America. Chicago: U of Chicago P, 2013.Neff, Gina, and Dawn Nafus. Self-Tracking. Cambridge: The MIT P, 2016.Rettberg, Jill Walker. Seeing Our Selves through Technology: How We Use Selfies, Blogs and Wearable Technology to Shape Ourselves. Basingstoke: Palgrave Macmillan, 2014.———. “Self-Representation in Social Media.” The Sage Handbook of Social Media, Eds. Jean Burgess, Alice E. Marwick, and Thomas Poell. London: Sage, 2017. 429-43.Sedaris, David. “Stepping Out.” The New Yorker 30 Jun. 2014. 18 Apr. 2018 <https://www.newyorker.com/magazine/2014/06/30/stepping-out-3>.Sorapure, Madeleine. “Autobiography Scholarship 2.0?: Understanding New Forms of Online Life Writing.” Biography 38.2 (2015): 267-72.

Nine Inch Nails have just released a new single; In addition to the usual formats, “The Hand That Feeds” was available for free download in Garageband format. Trent Reznor explained, “For quite some time I’ve been interested in the idea of allowing you the ability to tinker around with my tracks – to create remixes, experiment, embellish or destroy what’s there” (MacMinute 15 April 2005). Reznor invites creativity facilitated by copying and transformation. “Copy” carries connotations of unsavoury notions such as piracy, stealing, fake, and plagiarism. Conversely, in some circumstances copying is acceptable, some situations demand copying. This article examines the treatment of “copy” at the intersection of musical creativity and copyright law with regard to cover versions and sampling. Waldron reminds us that copyright was devised first and foremost with a public benefit in mind (851). This fundamental has been persistently reiterated (H. R Rep. (1909); Sen. Rep. (1909); H. R. Rep. (1988); Patterson & Lindberg 70). The law grants creators a bundle of rights in copyrighted works. Two rights implicated in recorded music are located in the composition and the recording. Many potential uses of copyrighted songs require a license. The Copyright Act 1976, s. 115 provides a compulsory licence for cover versions. In other words, any song can be covered for a statutory royalty fee. The law curtails the extent of the copyright monopoly. Compulsory licensing serves both creative and business sides of the recording industry. First, it ensures creative diversity. Musicians are free to reinterpret cultural soundtracks. Second, it safeguards the composer’s right to generate an income from his work by securing royalties for subsequent usage. Although s. 115 permits a certain degree of artistic licence, it requires “the arrangement shall not change the basic melody or fundamental character of the work”. Notwithstanding this proviso, songs can still be transformed and their meaning reshaped. Johnny Cash was able to provide an insight into the mind of a dying man through covering such songs as Nine Inch Nails’ “Hurt”, Depeche Mode’s “Personal Jesus” and Parker & Charles’ “We’ll Meet Again”. Compulsory licensing was introduced in response to a Supreme Court decision that deprived composers of royalties. Congress recognised: The main object to be desired in expanding copyright protection accorded to music has been to give to the composer an adequate return for the value of his composition, and it has been a serious and difficult task to combine the protection of the composer with the protection of the public, and to so frame an act that it would accomplish the double purpose of securing to the composer and at the same time prevent the formation of oppressive monopolies, which might be founded upon the very rights granted to the composer for the purpose of protecting his interests (H. R. Rep. (1909)). Composers exercise rights over the initial exploitation of a song. Once a recording is released, the right is curtailed to serve the public dimension of copyright. A sampler is a device that allows recorded (sampled) sounds to be triggered from a MIDI keyboard or sequencer. Samplers provide potent tools for transforming sounds – filters, pitch-shifting, time-stretching and effects can warp samples beyond recognition. Sampling is a practice that formed the backbone of rap and hip-hop, features heavily in many forms of electronic music, and has proved invaluable in many studio productions (Rose 73-80; Prendergast 383-84, 415-16, 433-34). Samples implicate both of the musical copyrights mentioned earlier. To legally use a sample, the rights in the recording and the underlying composition must be licensed. Ostensibly, acquiring permission to use the composition poses few obstacles due to the compulsory licence. The sound recording, however, is a different matter entirely. There is no compulsory licence for sound recordings. Copyright owners (usually record labels) are free to demand whatever fees they see fit. For example, SST charged Fatboy Slim $1000 for sampling a Negativland record (Negativland). (Ironically, the sample was itself an unlicensed sample appropriated from a 1966 religious recording.) The price paid by The Verve for sampling an obscure orchestral version of a Rolling Stones song was more substantial. Allan Klein owns the copyright in “The Last Time” released by The Andrew Oldham Orchestra in 1965 (American Hit Network, undated). Licence negotiations for the sample left Klein with 100% of the royalties from the song and The Verve with a bitter taste. To add insult to injury, “Bittersweet Symphony” was attributed to Mick Jagger and Keith Richards when the song was nominated for a Grammy (Superswell, undated). License fees can prove prohibitive to many musicians and may outweigh the artistic merit in using the sample: “Sony wanted five thousand dollars for the Clash sample, which … is one thousand dollars a word. In retrospect, this was a bargain, given the skyrocketing costs of sampling throughout the 1990s” (McLeod 86). Adam Dorn, alias Mocean Worker, tried for nine months to licence a sample of gospel singer Mahalia Jackson. Eventually his persistent requests were met with a demand for $10,000 in advance with royalties of six cents per record. Dorn was working with an album budget of a mere $40 and was expecting to sell 2500 copies (Beaujon 25). Unregulated licensing fees stifle creativity and create a de facto monopoly over recorded music. Although copyright was designed to be an engine of free expression1 it still carries characteristics of its monopolistic, totalitarian heritage. The decision in Bridgeport Music v. Dimension Films supported this monopoly. Judge Guy ruled, “Get a license or do not sample. We do not see this stifling creativity in any significant way” (397). The lack of compulsory licensing and the Bridgeport decision creates an untenable situation for sampling musicians and adversely impacts upon the public benefit derived from creative diversity and transformative works (Netanel 288, 331). The sobering potential for lawsuits, ruinous legal costs, injunctions, damages (to copyright owners as well as master recordings), suppresses the creativity of musicians unwilling or unable to pay licence fees (Negativland 251.). I’m a big fan of David Bowie. If I wanted to release a cover version of “Survive”, Bowie and Gabrels (composers) and BMI (publishers) could not prevent it. According the Harry Fox Agency’s online licensing system, it would cost $222.50 (US) for a licence to produce 2500 copies. The compulsory licence demands fidelity to the character of the original. Although my own individual style would be embedded in the cover version, the potential for transformation is limited. Whilst trawling through results from a search for “acapella” on the Soulseek network I found an MP3 of the vocal acapella for “Survive”. Thirty minutes later Bowie was loaded into Sonar 4 and accompanied by a drum loop and bass line whilst I jammed along on guitar and tinkered with synths. Free access to music encourages creative diversity and active cultural participation. Licensing fees, however, may prohibit such creative explorations. Sampling technology offers some truly innovative possibilities for transforming recorded sound. The Roland VariOS can pitch-eliminate; a vocal sample can be reproduced to a melody played by the sampling musician. Although the original singer’s voice is preserved the melody and characteristic nuances can be significantly altered: V-Producer’s Phrase Scope [a system software component] separates the melody from the rest of the phrase, allowing users to re-construct a new melody or add harmonies graphically, or by playing in notes from a MIDI keyboard. Using Phrase Scope, you can take an existing vocal phrase or melodic instrument phrase and change the actual notes, phrasing and vocal gender without unwanted artefacts. Bowie’s original vocal could be aligned with an original melody and set to an original composition. The original would be completely transformed into a new creative work. Unfortunately, EMI is the parent company for Virgin Records, the copyright owner of “Survive”. It is doubtful licence fees could be accommodated by many inspired bedroom producers. EMI’s reaction to DJ Dangermouse’s “Grey Album“ suggests that it would not look upon unlicensed sampling with any favour. Threatening letters from lawyers representing one of the “Big Four” are enough to subjugate most small time producers. Fair use? If a musician is unable to afford a licence, it is unlikely he can afford a fair use defence. Musicians planning only a limited run, underground release may be forgiven for assuming that the “Big Four” have better things to do than trawl through bins of White Labels for unlicensed samples. Professional bootlegger Richard X found otherwise when his history of unlicensed sampling caught up to him: “A certain major label won’t let me use any samples I ask them to. We just got a report back from them saying, ‘Due to Richard’s earlier work of which we are well aware, we will not be assisting him with any future projects’” (Petridis). For record labels “copy” equals “money”. Allan Klein did very well out of licensing his newly acquired “Bittersweet Symphony” to Nike (Superswell). Inability to afford either licences or legal costs means that some innovative and novel creations will never leave the bedroom. Sampling masterpieces such as “It Takes a Nation of Millions to Hold Us Back” are no longer cost effective (McLeod). The absence of a compulsory licence for sampling permits a de facto monopoly over recorded music. Tricia Rose notes the recording industry knows the value of “copy” (90). “Copy” is permissible as long as musicians pay for the privilege – if the resultant market for the sampling song is not highly profitable labels may decline to negotiate a licence. Some parties have recognised the value of the desire to creatively engage with music. UK (dis)band(ed) Curve posted component samples of their song “Unreadable Communication” on their website and invited fans to create their own versions of the song. All submissions were listed on the website. Although the band reserved copyright, they permitted me to upload my version to my online distribution website for free download. It has been downloaded 113 times and streamed a further 112 times over the last couple of months. The remix project has a reciprocal dimension: Creative engagement strengthens the fan base. Guitarist/programmer, Dean Garcia, states “the main reason for posting the samples is for others to experiment with something they love . . . an opportunity as you say to mess around with something you otherwise would never have access to2”. Umixit is testing the market for remixable songs. Although the company has only five bands on its roster (the most notable being Aerosmith), it will be interesting to observe the development of a market for “neutered sampling” and how long it will be before the majors claim a stake. The would-be descendants of Grand Master Flash and Afrika Bambaataa may find themselves bound by end-user licences and contracts. The notion of “copy” at the nexus of creativity and copyright law is simultaneously a vehicle for free expression and a vulgar infringement on a valuable economic interest. The compulsory licence for cover versions encourages musicians to rework existing music, uncover hidden meaning, challenge the boundaries of genre, and actively participate in culture creation. Lack of affirmative congressional or judicial interference in the current sampling regime places the beneficial aspects of “copy” under an oppressive monopoly founded on copyright, an engine of free expression. References American Hit Network. “Bittersweet Symphony – The Verve.” Undated. 17 April 2005 http://www.americanhitnetwork.com/1990/fsongs.cfm?id=8&view=detail&rank=1>. Beaujon, A. “It’s Not The Beat, It’s the Mocean.’ CMJ New Music Monthly, April 1999. EMI. “EMI and Orange Announce New Music Deal.” Immediate Future: PR & Communications, 6 January 2005. 17 April 2005 http://www.immediatefuture.co.uk/359>. H. R. Rep. No. 2222. 60th Cong., 2nd Sess. 7. 1909. H. R. Rep. No. 609. 100th Cong., 2nd Sess. 23. 1988. MacMinute. “NIN Offers New Single in GarageBand Format.” 15 April 2005. 16 April 2005 http://www.macminute.com/2005/04/15/nin/>. McLeod, K. “How Copyright Law Changed Hip Hop: An Interview with Public Enemy’s Chuck D and Hank Shocklee.” Stay Free 2002, 23 June 2004 http://www.stayfreemagazine.org/archives/20/public_enemy.html>. McLeod, K. Freedom of Expression: Overzealous Copyright Bozos and Other Enemies of Creativity. United States: Doubleday Books, 2005. Negativland. “Discography.” Undated. 18 April 2005 http://www.negativland.com/negdisco.html>. Negativland (ed.). Fair Use: The Story of the Letter U and the Numeral 2. Concord: Seeland, 2005. Netanel, N. W. “Copyright and a Democratic Civil Society.” 106 Yale L. J. 283. 1996. Patterson, L.R., and S. Lindberg. The Nature of Copyright: A Law of Users’ Rights. Georgia: U of Georgia P, 1991. Petridis, A. “Pop Will Eat Itself.” The Guardian (UK) 2003. 22 June 2004 http://www.guardian.co.uk/arts/critic/feature/0,1169,922797,00.html>. Prendergast, M. The Ambient Century: From Mahler to Moby – The Evolution of Sound in the Electronic Age. London: Bloomsbury, 2003. Rose, T. Black Noise: Rap Music and Black Culture in Contemporary America. Middletown: Wesleyan UP, 2004. Sen. Rep. No. 1108, 60th Cong., 2nd Sess. 7. 1909. Superswell. “Horror Stories.” 17 April 2005 http://www.superswell.com/samplelaw/horror.html>. Waldron, J. “From Authors to Copiers: Individual Rights and Social Values in Intellectual Property.” 68 Chicago-Kent Law Review 842, 1998. Endnotes 1 Harper & Row, Publishers, Inc. v. Nation Enterprises 471 U.S. 539, 558 (1985). 2 From personal correspondence with Curve dated 16 September 2004. Citation reference for this article MLA Style Collins, Steve. "Good Copy, Bad Copy: Covers, Sampling and Copyright." M/C Journal 8.3 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0507/02-collins.php>. APA Style Collins, S. (Jul. 2005) "Good Copy, Bad Copy: Covers, Sampling and Copyright," M/C Journal, 8(3). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0507/02-collins.php>.

The Coming of Coffee Before World War II, Australians followed British tradition and largely drank tea. When coffee challenged the tea drinking habit in post-war Australia, the tea industry fought back using the most up-to-date marketing techniques imported from America. The shift to coffee drinking in post-war Australia is, therefore, explored through a focus on both the challenges faced by the tea industry and how that industry tackled the trend towards coffee. By focusing on the Australian Tea Council’s marketing campaign promoting tea as a fashionable drink and preferable to coffee, this article explores Australia’s cultural shift from tea drinking to coffee drinking. This complex and multi-layered transition, often simply explained by post-war migration, provides an opportunity to investigate other causal aspects of this shift. In doing so, it draws on oral histories—including of central figures working in the tea and coffee industries—as well as reports in newspapers and popular magazines, during this period of culinary transition. Australians always drank coffee but it was expensive, difficult and inconsistent to brew, and was regarded as a drink “for the better class of person” (P. Bennett). At the start of World War II, Australia was second only to Britain in terms of its tea consumption and maintaining Australia’s supply of tea was a significant issue for the government (NAA, “Agency Notes”). To guarantee a steady supply, tea was rationed, as were many other staples. Between 1941 and 1955, the tea supply was under government control with the Commonwealth-appointed Tea Control Board responsible for its purchase and distribution nationwide (Adams, “From Instant” 16). The influence of the USA on Australia’s shift from tea-drinking has been underplayed in narratives of the origins of Australia’s coffee culture, but the presence of American servicemen, either stationed in Australia or passing through during the war in the Pacific, had a considerable impact on what Australians ate and drank. In 2007, the late John Button noted that:It is when the countries share a cause that the two peoples have got to know each other best. Between 1942 and 1945, when Australia’s population was seven million, one million US service personnel came to Australia. They were made welcome, and strange things happened. American sporting results and recipes were published in the newspapers; ‘The Star-Spangled Banner’ was played at the start of theatre and concert performances. Australians were introduced to the hot dog; Americans, reluctantly, to the dim sim. 10 or 15 years after the war, there were stories of New York cab drivers who knew Australia well and spoke warmly of their wartime visits. For years, letters between Australia and the US went back and forth between pen friends […] following up friendships developed during the war. Supplying the daily ration of coffee to American servicemen was another concern for the Australian government as Australia had insufficient roasting capacity to supply this coffee—and so three roasting machines were shipped to Australia to help meet this new demand (NAA, MP5/45 a). To ensure a steady supply, coffee too came under the control of the Tea Controller and the Tea Control Board became the Tea and Coffee Control Board. At this time, civilians became more aware of coffee as newspapers raised its profile and Australian families invited American servicemen in their homes. Differences in food preferences between American servicemen and Australians were noticed, with coffee the most notable of these. The Argus reported that: “The main point of issue in these rival culinary fancies is the longstanding question of coffee” (“Yanks Differ” 8). It concluded that Australians and Americans ate the same foods, only prepared in different ways, but the most significant difference between them was the American “preference for coffee” (8). When Australian families invited hosted servicemen in their homes, housewives needed advice on how to make prepare coffee, and were told:One of the golden rules for hostesses entertaining American troops should be not to serve them coffee unless they know how to make it in the American fashion [...] To make coffee in the proper American fashion requires a special kind of percolating. Good results may be obtained by making coffee with strong freshly ground beans and the coffee should be served black with cream to be added if required (“Coffee for Americans” 5). Australian civilians also read reports of coffee, rather than tea, being served to Australian servicemen overseas, and the following report in The Argus in 1942 shows: “At Milne Bay 100 gallons of coffee were served to the men after pictures had been shown each night. Coffee was not the only comfort to be supplied. There were also chocolate, tobacco, toothpaste, and other articles appreciated by the troops” (“Untitled” 5). Due largely to tea rationing and the presence of American servicemen, Australia’s coffee consumption increased to 500 grams per person per annum between 1941 and 1944, but it also continued to rise in the immediate post-war period when the troops had departed (ABS). In May 1947, the Tea (and Coffee) Controller reported an increased consumption of 54 per cent in the two years after the war ended (NAA, MP5/45 b). Tea Loses Its Way Australian tea company and coffee roaster, Bushells, had an excellent roast and ground coffee—Bushells Pure Coffee—according to Bill Bennett who worked for the company from 1948 to 1950 (B. Bennett). It was sold freshly roasted in screw-top jars that could be re-used for storage in the kitchen or pantry. In 1945, in a series of cartoon-style advertisements, Bushells showed consumers how easy it was to make coffee using this ground beans, but the most significant challenge to tea’s dominance came not with this form of coffee, but in 1948 with the introduction of Nestlé instant coffee. Susie Khamis argues that “of all the coffee brands that vied for Australians’ attention, Nestlé was by far the most salient, by virtue of its frequency, timeliness and resonance” (218). With Nestlé instant coffee, “you use just the quantity you need for each cup and there are no grounds or sediment. Nescafé made perfect full-flavoured coffee in a matter of seconds” (Canberra Times). Figure 1. Advertisement for Nestlé Coffee. The Canberra Times 5 Aug. 1949: 2. Figure 2. Advertisement for Bushells Coffee. The Argus 22 Aug. 1945: 11. Instant coffee, as well as being relatively cheap, solved the “problem” of its brewing and was marketed as convenient, economical, and consistent. It also was introduced at a time when the price of tea was increasing and the American lifestyle had great appeal to Australians. Khamis argues that the discovery of instant coffee “spoke to changes in Australia’s lifestyle options”, noting that the “tea habit was tied to Australia’s development as a far-flung colonial outpost, a daily reminder that many still looked to London as the nation’s cultural capital; the growing appeal of instant coffee reflected a widening and more nuanced cultural palate” (218). Instant coffee, modernity, America, and glamour became thus entwined in a period when Australia’s cultural identity “was informed less by the staid conservatism of Britain than the heady flux of the new world glamour” (Khamis 219). In the 1950s, Australians were seduced by espresso coffee presented to them in imaginatively laid out coffee lounges featuring ultra modern décor and streamlined fittings. Customers were reportedly “seduced by the novelty of the impressive-looking espresso machines, all shining chrome and knobs and pressure gauges” (Australasian Confectioner and Restaurant Journal 61). At its best, espresso coffee is a sublime drink with a rich thick body and a strong flavour. It is a pleasure to look at and has about it an air of European sophistication. These early coffee lounges were the precursors of the change from American-style percolated coffee (Adams, “Barista” vi). According to the Australasian Confectioner and Restaurant Journal, in 1956 espresso coffee was changing the way people drank coffee “on the continent, in London and in other parts of the world,” which means that as well as starting a new trend in Australia, this new way of brewing coffee was making coffee even more popular elsewhere (61). The Connoisseurship of Coffee Despite the popularities of cafés, the Australian consumer needed to be educated to become a connoisseur, and this instruction was provided in magazine and newspaper articles. Rene Dalgleish, writing for Australian Home Beautiful in 1964, took “a look around the shops” to report on “a growing range of glamorous and complicated equipment designed for the once-simple job of brewing a cup of tea, or more particularly, coffee” (21). Although she included teapots, her main focus was coffee brewing equipment—what it looked like and how it worked. She also discussed how to best appreciate coffee, and described a range of home grinding and brewing coffee equipment from Turkish to percolation and vacuum coffee makers. As there was only one way of making tea, Dalgleish pays little attention to its method of brewing (21) and concludes the piece by referring only to coffee: “There are two kinds of coffee drinkers—those who drink it because it is a drink and coffee lovers. The sincere coffee lover is one who usually knows about coffee and at the drop of a hat will talk with passionate enthusiasm on the only way to make real coffee” (21). In its first issue in 1966, Australasian Gourmet Magazine reflected on the increased consumption and appreciation of coffee in a five-page feature. “More and more people are serving fine coffee in their homes,” it stated, “while coffee lounges and espresso bars are attracting the public in the city, suburbs and country towns” (Repin and Dressler 36). The article also noted that there was growing interest in the history and production of coffee as well as roasting, blending, grinding, and correct preparation methods. In the same year, The Australian Women’s Weekly acknowledged a growing interest in both brewing, and cooking with, coffee in a lift-out recipe booklet titled “Cooking with Coffee.” This, according to the Weekly, presented “directions that tell you how to make excellent coffee by seven different methods” as well as “a variety of wonderful recipes for cakes, biscuits, desserts, confectionary and drinks, all with the rich flavor of coffee” (AWW). By 1969, the topic was so well established that Keith Dunstan could write an article lampooning coffee snobbery in Australian Gourmet Magazine. He describes his brother’s attention to detail when brewing coffee and his disdain for the general public who were all drinking what he called “muck”. Coffee to the “coffee-olics” like his brother was, Dunstan suggested, like wine to the gourmand (5). In the early 1960s, trouble was brewing in the tea business. Tea imports were not keeping pace with population growth and, in 1963, the Tea Bureau conducted a national survey into the habits of Australian tea drinkers (McMullen). This found that although tea was the most popular beverage at the breakfast table for all socio-economic groups, 30 per cent of Australian housewives did not realise that tea was cheaper than coffee. 52 per cent of coffee consumed was instant and one reason given for coffee drinking between meals was that it was easier to make one cup (Broadcasting and Television “Tea Gains”). Marketing Tea against a Turning Tide Coffee enjoyed an advantage that tea was unlikely to ever have, as the margin between raw bean and landed product was much wider than tea. Tea was also traditionally subject to price-cutting by grocery chains who used it as a loss leader “to bring the housewife into the store” (Broadcasting and Television “Tea Battles”) and, with such a fine profit margin, the individual tea packer had little to allocate for marketing expenses. In response, a group of tea merchants, traders and members of tea growing countries formed The Tea Council of Australia in 1963 to pool their marketing funds to collectively market their product. With more funds, the Council hoped to achieve what individual companies could not (Adams “From Instant” 1-19). The chairman of the Tea Council, Mr. G. McMullan, noted that tea was “competing in the supermarkets with all beverages that are sold […]. All the beverages are backed by expensive marketing campaigns. And this is the market that tea must continue to hold its share” (McMullen 6). The Tea Council employed the services of Jackson Wain and Company for its marketing and public relations campaign. Australian social historian Warren Fahey worked for the company in the 1960s and described it in an interview. He recalled: Jackson Wain was quite a big advertising agency. Like a lot of these big agencies of the time it was Australian owned by Barry Wain and John Jackson. Jackson Wain employed some illustrious creative directors at that time and its clients were indeed big: they had Qantas, Rothmans, the Tea Council, White Wings—which was a massive client—and Sunbeam. And they are just some of the ones they had. Over the following eleven years, the Tea Council sought innovative ways to identify target markets and promote tea drinking. Much of this marketing was directed at women. Since women were responsible for most of the household shopping, and housewives were consuming “incidental” beverages during the day (that is, not with meals), a series of advertisements were placed in women’s magazines. Showing how tea could be enjoyed at work, play, in the home, and while shopping, these kick-started the Tea Council’s advertising campaign in 1964. Fahey remembers that: tea was seen as old-fashioned so they started to talk about different aspects of drinking tea. I remember the images of several campaigns that came through Jackson Wain of the Tea Board. The Women’s Weekly ones were a montage of images where they were trying to convince people that tea was refreshing […] invigorating […] [and] friendly. Figure 3. Tea Council Advertisement. The Australian Women’s Weekly 29 Jan. 1964, 57. Radio was the Tea Council’s “cup of tea”. Transistor and portable radio arrived in Australia in the 1950s and this much listened to medium was especially suited to the Tea Council’s advertising (Tea Council Annual Report 1964). Radio advertising was relatively low-cost and the Council believed that people thought aurally and could picture their cup of tea as soon as they heard the word “tea”. Fahey explains that although radio was losing some ground to the newly introduced television, it was still the premier media, largely because it was personality driven. Many advertisers were still wary of television, as were the agencies. Radio advertisements, read live to air by the presenter, would tell the audience that it was time for a cuppa—“Right now is the right time to taste the lively taste of tea” (Tea Council Annual Report 1964)—and a jingle created for the advertisement completed the sequence. Fahey explained that agencies “were very much tuned into the fact even in those days that women were a dominant fact in the marketing of tea. Women were listening to radio at home while they were doing their work or entertaining their friends and those reminders to have a cup of tea would have been quite useful triggers in terms of the marketing”. The radio jingle, “The taste of tea makes a lively you” (Jackson Wain, “Tea Council”) aired 21,000 times on 85 radio stations throughout Australia in 1964 (Tea Council of Australia Annual Report). In these advertisements, tea was depicted as an interesting, exciting and modern beverage, suitable for consumption at home as outside it, and equally, if not more, refreshing than other beverages. People were also encouraged to use more tea when they brewed a pot by adding “one [spoonful] for the pot” (Jackson Wain, “Tea Council”). These advertisements were designed to appeal to both housewives and working women. For the thrifty housewife, they emphasised value for money in a catchy radio jingle that contained the phrase “and when you drink tea the second cup’s free” (Jackson Wain “Tea Council”). For the fashionable, tea could be consumed with ice and lemon in the American fashion, and glamorous fashion designer Prue Acton and model Liz Holmes both gave their voices to tea in a series of radio advertisements (Tea Council of Australia, “Annual Reports”). This was supported with a number of other initiatives. With the number of coffee lounges increasing in cities, the Tea Council devised a poster “Tea is Served Here” that was issued to all cafes that served tea. This was strategically placed to remind people to order the beverage. Other print tea advertisements targeted young women in the workforce as well as women taking time out for a hot drink while shopping. Figure 4. “Tea Is Served Here.” Tea Council of Australia. Coll. of Andy Mac. Photo: Andy Mac. White Wings Bake-off The cookery competition known as the White Wings Bake-Off was a significant event for many housewives during this period, and the Tea Council capitalised on it. Run by the Australian Dairy Board and White Wings, a popular Australian flour milling company, the Bake-Off became a “national institution […] and tangible proof of the great and growing interest in good food and cooking in Australia” (Wilson). Starting in 1963, this competition sought original recipes from home cooks who used White Wings flour and dairy produce. Winners were feted with a gala event, national publicity and generous prizes presented by international food experts and celebrity chefs such as Graham Kerr. Prizes in 1968 were awarded at a banquet at the Southern Cross Hotel and the grand champion won A$4,750 and a Metters’ cooking range. Section winners received A$750 and the stove. In 1968, the average weekly wage in Australia was A$45 and the average weekly spend on food was $3.60, which makes these significant prizes (Talkfinancenet). In a 1963 television advertisement for White Wings, the camera pans across a table laden with cakes and scones. It is accompanied by the jingle, “White Wings is the Bake Off flour—silk sifted, silk sifted” (Jackson Wain, “Bake-Off”). Prominent on the table is a teapot and cup. Fahey noted the close “simpatico” relationship between White Wings and the Tea Council:especially when it came down to […] the White Wings Bake Off [...]. Tea always featured prominently because of the fact that people were still in those days baking once a week [...] having that home baking along side a cup of tea and a teapot was something that both sides were trying to capitalise on. Conclusion Despite these efforts, throughout the 1960s tea consumption continued to fall and coffee to rise. By 1969, the consumption of coffee was over a kilogram per person per annum and tea had fallen to just over two kilograms per person per year (ABS). In 1973, due to internal disputes and a continued decline in tea sales, the Tea Council disbanded. As Australians increasingly associated coffee with glamour, convenience, and gourmet connoisseurship, these trajectories continued until coffee overtook tea in 1979 (Khamis 230) and, by the 1990s, coffee consumption was double that of tea. Australia’s cultural shift from tea drinking to coffee drinking—easily, but too simplistically, explained by post-war migration—is in itself a complex and multi layered transition, but the response and marketing campaign by the Tea Council provides an opportunity to investigate other factors at play during this time of change. Fahey sums the situation up appropriately and I will conclude with his remarks: “Advertising is never going to change the world. It can certainly persuade a market place or a large percentage of a market place to do something but one has to take into account there were so many other social reasons why people switched over to coffee.” References Adams, Jillian. Barista: A Guide to Espresso Coffee. Frenchs Forest NSW: Pearson Education Australia, 2006. -----. “From Instant Coffee to Italian Espresso: How the Cuppa Lost its Way.” Masters Thesis in Oral History and Historical Memory. Melbourne: Monash University, 2009. Advertisement for Bushells Coffee. The Argus 22 Aug. (1945): 11. Australian Bureau of Statistics [ABS]. “4307.0 Apparent Consumption of Tea and Coffee, Australia 1969-1970.” Canberra: Australian Bureau of Statistics, 2000. Australasian Confectioner and Restaurant Journal. “Espresso Comes to Town.” Australian Confectioner and Restaurant Journal Feb. (1956): 61. Bennett, Bill. Interview. 22 Jun. 2007. Bennett, Peter. Interview. 10 Mar. 2010. Broadcasting and Television. “Tea Gains 98% Market Acceptance.” Broadcasting and Television 6 Jun. (1963): 16. -----. “Tea Battles Big Coffee Budgets.” Broadcasting and Television News 14 Oct. (1965): 16. Button, John. “America’s Australia: Instructions for a Generation.” The Monthly Feb. (2007) 28 Mar. 2012 ‹http://www.themonthly.com.au/monthly-essays-john-button-americas-australia-instructions-generation-456›. Canberra Times, The. Advertisement for Nestle Coffee. The Canberra Times 5 Aug. (1949): 2. “Coffee for Americans.” The Argus 20 Apr. (1942): 5.Dalgleish, Rene. “Better Tea and Coffee.” Australian Home Beautiful Jun. (1964): 21–5. Dunstan, Keith. “The Making of a Coffee-olic.” The Australian Gourmet Magazine Sep./Oct. (1969): 5. Fahey, Warren. Interview. 19 Aug. 2010. Howard, Leila. ‘Cooking with Coffee.” The Australian Women’s Weekly 6 Jul. (1966): 1–15. Jackson Wain. “The Bake-off Flour!” TV Commercial, 30 secs. Australia: Fontana Films for Jackson Wain, 1963. 1 Feb. 2012 ‹www.youtube.com/watch?v=1X50sCwbUnw›. -----. “Tea Council of Australia.” TV commercials, 30 secs. National Film and Sound Archive, 1964–1966. Khamis, Susie. “ It Only Takes a Jiffy to Make.” Food Culture and Society 12.2 (2009): 218–33. McMullen, G. F. The Tea Council of Australia Annual Report. Sydney, 1969. National Archives of Australia [NAA]. Agency Notes CP629/1. “History of the Tea Control and Tea Importation Board, January 1942–December 1956.” -----. Series MP5/45 a. Minutes of the Tea Control Board. 17 Aug. 1942. -----. Series MP5/45 b. Minutes of the Tea Control Board. 29 May 1947. Repin, J. D., and H. Dressler. “The Story of Coffee.” Australian Gourmet Magazine 1.1 (1966): 36–40. Talkfinance.net. “Cost of Living: Today vs. 1960.” 1 May 2012 ‹http://www.talkfinance.net/f32/cost-living-today-vs-1960-a-3941› Tea Council of Australia. Annual Reports Tea Council of Australia 1964–1973. ----- Advertisement. The Australian Women’s Weekly 3 Jul. (1968): 22.“Untitled.” The Argus 20 Apr. (1942): 5. Wilson, Trevor. The Best of the Bake-Off. Sydney: Ure Smith, 1969.“Yanks and Aussies Differ on ‘Eats’.” The Argus 4 Jul. (1942): 8.

Introduction The genealogy of Feminist Standpoint Theory in the 1970s prioritised “locationality”, particularly the recognition of social and historical locations as valuable contribution to knowledge production. Pioneering figures such as Sandra Harding, Dorothy Smith, Patricia Hill Collins, Alison Jaggar, and Donna Haraway have argued that the oppressed must have some means (such as language, cultural practices) to enter the world of the oppressor in order to access some understanding of how the world works from the privileged perspective. In the essay “Meeting at the Edge of Fear: Theory on a World Scale”, the Australian social scientist Raewyn Connell explains that the production of feminist theory almost always comes from the global North. Connell critiques the hegemony of mainstream Northern feminism in her pyramidal model (59), showing how theory/knowledge is produced at the apex (global North) of a pyramid structure and “trickles down” (59) to the global South. Connell refers to a second model called mosaic epistemology which shows that multiple feminist ideologies across global North/South are juxtaposed against each other like tiles, with each specific culture making its own claims to validity.However, Nigerian feminist Bibi Bakare-Yusuf’s reflection on the fluidity of culture in her essay “Fabricating Identities” (5) suggests that fixing knowledge as Northern and Southern—disparate, discrete, and rigidly structured tiles—is also problematic. Connell proposes a third model called solidarity-based epistemology which involves mutual learning and critiquing with a focus on solidarity across differences. However, this is impractical in implementation especially given that feminist nomenclature relies on problematic terms such as “international”, “global North/South”, “transnational”, and “planetary” to categorise difference, spatiality, and temporality, often creating more distance than reciprocal exchange. Geographical specificity can be too limiting, but we also need to acknowledge that it is geographical locationality which becomes disadvantageous to overcome racial, cultural, and gender biases — and here are few examples.Nomenclatures: Global-North and Global South ParadigmThe global North/South terminology differentiating the two regions according to means of trade and relative wealth emerged from the Brandt Report’s delineation of the North as wealthy and South as impoverished in 1980s. Initially, these terms were a welcome repudiation of the hierarchical nomenclature of “developed” and “developing” nations. Nevertheless, the categories of North and South are problematic because of increased socio-economic heterogeneity causing erasure of local specificities without reflecting microscopic conflicts among feminists within the global North and the global South. Some feminist terms such as “Third World feminism” (Narayan), “global feminism” (Morgan), or “local feminisms” (Basu) aim to centre women's movements originating outside the West or in the postcolonial context, other labels attempt to making feminism more inclusive or reflective of cross-border linkages. These include “transnational feminism” (Grewal and Kaplan) and “feminism without borders” (Mohanty). In the 1980s, Kimberlé Williams Crenshaw’s concept of intersectionality garnered attention in the US along with Gloria Anzaldúa’s Borderlands/La Frontera: The New Mestiza (1987), which raised feminists’ awareness of educational, healthcare, and financial disparities among women and the experiences of marginalised people across the globe, leading to an interrogation of the aims and purposes of mainstream feminism. In general, global North feminism refers to white middle class feminist movements further expanded by concerns about civil rights and contemporary queer theory while global South feminism focusses on decolonisation, economic justice, and disarmament. However, the history of colonialism demonstrates that this paradigm is inadequate because the oppression and marginalisation of Black, Indigenous, and Queer activists have been avoided purposely in the homogenous models of women’s oppression depicted by white radical and liberal feminists. A poignant example is from Audre Lorde’s personal account:I wheeled my two-year-old daughter in a shopping cart through a supermarket in Eastchester in 1967, and a little white girl riding past in her mother’s cart calls out excitedly, ‘oh look, Mommy, a baby maid!’ And your mother shushes you, but does not correct you, and so fifteen years later, at a conference on racism, you can still find that story humorous. But I hear your laughter is full of terror and disease. (Lorde)This exemplifies how the terminology global North/South is a problem because there are inequities within the North that are parallel to the division of power and resources between North and South. Additionally, Susan Friedman in Planetary Modernisms observes that although the terms “Global North” and “Global South” are “rhetorically spatial” they are “as geographically imprecise and ideologically weighted as East/West” because “Global North” signifies “modern global hegemony” and “Global South” signifies the “subaltern, … —a binary construction that continues to place the West at the controlling centre of the plot” (Friedman, 123).Focussing on research-activism debate among US feminists, Sondra Hale takes another tack, emphasising that feminism in the global South is more pragmatic than the theory-oriented feminist discourse of the North (Hale). Just as the research-scholarship binary implies myopic assumption that scholarship is a privileged activity, Hale’s observations reveal a reductive assumption in the global North and global South nomenclature that feminism at the margins is theoretically inadequate. In other words, recognising the “North” as the site of theoretical processing is a euphemism for Northern feminists’ intellectual supremacy and the inferiority of Southern feminist praxis. To wit, theories emanating from the South are often overlooked or rejected outright for not aligning with Eurocentric framings of knowledge production, thereby limiting the scope of feminist theories to those that originate in the North. For example, while discussing Indigenous women’s craft-autobiography, the standard feminist approach is to apply Susan Sontag’s theory of gender and photography to these artefacts even though it may not be applicable given the different cultural, social, and class contexts in which they are produced. Consequently, Moroccan feminist Fatima Mernissi’s Islamic methodology (Mernissi), the discourse of land rights, gender equality, kinship, and rituals found in Bina Agarwal’s A Field of One’s Own, Marcia Langton’s “Grandmothers’ Law”, and the reflection on military intervention are missing from Northern feminist theoretical discussions. Moreover, “outsiders within” feminist scholars fit into Western feminist canonical requirements by publishing their works in leading Western journals or seeking higher degrees from Western institutions. In the process, Northern feminists’ intellectual hegemony is normalised and regularised. An example of the wealth of the materials outside of mainstream Western feminist theories may be found in the work of Girindrasekhar Bose, a contemporary of Sigmund Freud, founder of the Indian Psychoanalytic Society and author of the book Concept of Repression (1921). Bose developed the “vagina envy theory” long before the neo-Freudian psychiatrist Karen Horney proposed it, but it is largely unknown in the West. Bose’s article “The Genesis and Adjustment of the Oedipus Wish” discarded Freud’s theory of castration and explained how in the Indian cultural context, men can cherish an unconscious desire to bear a child and to be castrated, implicitly overturning Freud’s correlative theory of “penis envy.” Indeed, the case of India shows that the birth of theory can be traced back to as early as eighth century when study of verbal ornamentation and literary semantics based on the notion of dbvani or suggestion, and the aesthetic theory of rasa or "sentiment" is developed. If theory means systematic reasoning and conceptualising the structure of thought, methods, and epistemology, it exists in all cultures but unfortunately non-Western theory is largely invisible in classroom courses.In the recent book Queer Activism in India, Naisargi Dev shows that the theory is rooted in activism. Similarly, in her essay “Seed and Earth”, Leela Dube reveals how Eastern theories are distorted as they are Westernised. For instance, the “Purusha-Prakriti” concept in Hinduism where Purusha stands for pure consciousness and Prakriti stands for the entire phenomenal world is almost universally misinterpreted in terms of Western binary oppositions as masculine consciousness and feminine creative principle which has led to disastrous consequences including the legitimisation of male control over female sexuality. Dube argues how heteropatriarchy has twisted the Purusha-Prakriti philosophy to frame the reproductive metaphor of the male seed germinating in the female field for the advantage of patrilineal agrarian economies and to influence a homology between reproductive metaphors and cultural and institutional sexism (Dube 22-24). Attempting to reverse such distortions, ecofeminist Vandana Shiva rejects dualistic and exploitative “contemporary Western views of nature” (37) and employs the original Prakriti-Purusha cosmology to construct feminist vision and environmental ethics. Shiva argues that unlike Cartesian binaries where nature or Prakriti is inert and passive, in Hindu Philosophy, Purusha and Prakriti are inseparable and inviolable (Shiva 37-39). She refers to Kalika Purana where it is explained how rivers and mountains have a dual nature. “A river is a form of water, yet is has a distinct body … . We cannot know, when looking at a lifeless shell, that it contains a living being. Similarly, within the apparently inanimate rivers and mountains there dwells a hidden consciousness. Rivers and mountains take the forms they wish” (38).Scholars on the periphery who never migrated to the North find it difficult to achieve international audiences unless they colonise themselves, steeping their work in concepts and methods recognised by Western institutions and mimicking the style and format that western feminist journals follow. The best remedy for this would be to interpret border relations and economic flow between countries and across time through the prism of gender and race, an idea similar to what Sarah Radcliffe, Nina Laurie and Robert Andolina have called the “transnationalization of gender” (160).Migration between Global North and Global SouthReformulation of feminist epistemology might reasonably begin with a focus on migration and gender politics because international and interregional migration have played a crucial role in the production of feminist theories. While some white mainstream feminists acknowledge the long history of feminist imperialism, they need to be more assertive in centralising non-Western theories, scholarship, and institutions in order to resist economic inequalities and racist, patriarchal global hierarchies of military and organisational power. But these possibilities are stymied by migrants’ “de-skilling”, which maintains unequal power dynamics: when migrants move from the global South to global North, many end up in jobs for which they are overqualified because of their cultural, educational, racial, or religious alterity.In the face of a global trend of movement from South to North in search of a “better life”, visual artist Naiza Khan chose to return to Pakistan after spending her childhood in Lebanon before being trained at the University of Oxford. Living in Karachi over twenty years, Khan travels globally, researching, delivering lectures, and holding exhibitions on her art work. Auj Khan’s essay “Peripheries of Thought and Practise in Naiza Khan’s Work” argues: “Khan seems to be going through a perpetual diaspora within an ownership of her hybridity, without having really left any of her abodes. This agitated space of modern hybrid existence is a rich and ripe ground for resolution and understanding. This multiple consciousness is an edge for anyone in that space, which could be effectively made use of to establish new ground”. Naiza Khan’s works embrace loss or nostalgia and a sense of choice and autonomy within the context of unrestricted liminal geographical boundaries.Early work such as “Chastity Belt,” “Heavenly Ornaments”, “Dream”, and “The Skin She Wears” deal with the female body though Khan resists the “feminist artist” category, essentially because of limited Western associations and on account of her paradoxical, diasporic subjectivity: of “the self and the non-self, the doable and the undoable and the anxiety of possibility and choice” (Khan Webpage). Instead, Khan theorises “gender” as “personal sexuality”. The symbolic elements in her work such as corsets, skirts, and slips, though apparently Western, are purposely destabilised as she engages in re-constructing the cartography of the body in search of personal space. In “The Wardrobe”, Khan establishes a path for expressing women’s power that Western feminism barely acknowledges. Responding to the 2007 Islamabad Lal Masjid siege by militants, Khan reveals the power of the burqa to protect Muslim men by disguising their gender and sexuality; women escape the Orientalist gaze. For Khan, home is where her art is—beyond the global North and South dichotomy.In another example of de-centring Western feminist theory, the Indian-British sitar player Anoushka Shankar, who identifies as a radical pro-feminist, in her recent musical album “Land of Gold” produces what Chilla Bulbeck calls “braiding at the borderlands”. As a humanitarian response to the trauma of displacement and the plight of refugees, Shankar focusses on women giving birth during migration and the trauma of being unable to provide stability and security to their children. Grounded in maternal humility, Shankar’s album, composed by artists of diverse background as Akram Khan, singer Alev Lenz, and poet Pavana Reddy, attempts to dissolve boundaries in the midst of chaos—the dislocation, vulnerability and uncertainty experienced by migrants. The album is “a bit of this, and a bit of that” (borrowing Salman Rushdie’s definition of migration in Satanic Verses), both in terms of musical genre and cultural identities, which evokes emotion and subjective fluidity. An encouraging example of truly transnational feminist ethics, Shankar’s album reveals the chasm between global North and global South represented in the tension of a nascent friendship between a white, Western little girl and a migrant refugee child. Unlike mainstream feminism, where migration is often sympathetically feminised and exotified—or, to paraphrase bell hooks, difference is commodified (hooks 373) — Shankar’s album simultaneously exhibits regional, national, and transnational elements. The album inhabits multiple borderlands through musical genres, literature and politics, orality and text, and ethnographic and intercultural encounters. The message is: “the body is a continent / But may your heart always remain the sea" (Shankar). The human rights advocate and lawyer Randa Abdel-Fattah, in her autobiographical novel Does My Head Look Big in This?, depicts herself as “colourful adjectives” (such as “darkies”, “towel-heads”, or the “salami eaters”), painful identities imposed on her for being a Muslim woman of colour. These ultimately empower her to embrace her identity as a Palestinian-Egyptian-Australian Muslim writer (Abdel-Fattah 359). In the process, Abdel-Fattah reveals how mainstream feminism participates in her marginalisation: “You’re constantly made to feel as you’re commenting as a Muslim, and somehow your views are a little bit inferior or you’re somehow a little bit more brainwashed” (Abdel-Fattah, interviewed in 2015).With her parental roots in the global South (Egyptian mother and Palestinian father), Abdel-Fattah was born and brought up in the global North, Australia (although geographically located in global South, Australia is categorised as global North for being above the world average GDP per capita) where she embraced her faith and religious identity apparently because of Islamophobia:I refuse to be an apologist, to minimise this appalling state of affairs… While I'm sick to death, as a Muslim woman, of the hypocrisy and nonsensical fatwas, I confess that I'm also tired of white women who think the answer is flashing a bit of breast so that those "poor," "infantilised" Muslim women can be "rescued" by the "enlightened" West - as if freedom was the sole preserve of secular feminists. (Abdel-Fattah, "Ending Oppression")Abdel-Fattah’s residency in the global North while advocating for justice and equality for Muslim women in both the global North and South is a classic example of the mutual dependency between the feminists in global North and global South, and the need to recognise and resist neoliberal policies applied in by the North to the South. In her novel, sixteen-year-old Amal Mohamed chooses to become a “full-time” hijab wearer in an elite school in Melbourne just after the 9/11 tragedy, the Bali bombings which killed 88 Australians, and the threat by Algerian-born Abdel Nacer Benbrika, who planned to attack popular places in Sydney and Melbourne. In such turmoil, Amal’s decision to wear the hijab amounts to more than resistance to Islamophobia: it is a passionate search for the true meaning of Islam, an attempt to embrace her hybridity as an Australian Muslim girl and above all a step towards seeking spiritual self-fulfilment. As the novel depicts Amal’s challenging journey amidst discouraging and painful, humiliating experiences, the socially constructed “bloody confusing identity hyphens” collapse (5). What remains is the beautiful veil that stands for Amal’s multi-valence subjectivity. The different shades of her hijab reflect different moods and multiple “selves” which are variously tentative, rebellious, romantic, argumentative, spiritual, and ambitious: “I am experiencing a new identity, a new expression of who I am on the inside” (25).In Griffith Review, Randa-Abdel Fattah strongly criticises the book Nine Parts of Desire by Geraldine Brooks, a Wall-Street Journal reporter who travelled from global North to the South to cover Muslim women in the Middle East. Recognising the liberal feminist’s desire to explore the Orient, Randa-Abdel calls the book an example of feminist Orientalism because of the author’s inability to understand the nuanced diversity in the Muslim world, Muslim women’s purposeful downplay of agency, and, most importantly, Brooks’s inevitable veil fetishism in her trip to Gaza and lack of interest in human rights violations of Palestinian women or their lack of access to education and health services. Though Brooks travelled from Australia to the Middle East, she failed to develop partnerships with the women she met and distanced herself from them. This underscores the veracity of Amal’s observation in Abdel Fattah’s novel: “It’s mainly the migrants in my life who have inspired me to understand what it means to be an Aussie” (340). It also suggests that the transnational feminist ethic lies not in the global North and global South paradigm but in the fluidity of migration between and among cultures rather than geographical boundaries and military borders. All this argues that across the imperial cartography of discrimination and oppression, women’s solidarity is only possible through intercultural and syncretistic negotiation that respects the individual and the community.ReferencesAbdel-Fattah, Randa. Does My Head Look Big in This? Sydney: Pan MacMillan Australia, 2005.———. “Ending Oppression in the Middle East: A Muslim Feminist Call to Arms.” ABC Religion and Ethics, 29 April 2013. <http://www.abc.net.au/religion/articles/2013/04/29/3747543.htm>.———. “On ‘Nine Parts Of Desire’, by Geraldine Brooks.” Griffith Review. <https://griffithreview.com/on-nine-parts-of-desire-by-geraldine-brooks/>.Agarwal, Bina. A Field of One’s Own: Gender and Land Rights in South Asia. Cambridge: Cambridge University, 1994.Amissah, Edith Kohrs. Aspects of Feminism and Gender in the Novels of Three West African Women Writers. Nairobi: Africa Resource Center, 1999.Andolina, Robert, Nina Laurie, and Sarah A. Radcliffe. Indigenous Development in the Andes: Culture, Power, and Transnationalism. Durham, NC: Duke University Press, 2009.Anzaldúa, Gloria E. Borderlands/La Frontera: The New Mestiza. San Francisco: Aunt Lute Books, 1987.Bakare-Yusuf, Bibi. “Fabricating Identities: Survival and the Imagination in Jamaican Dancehall Culture.” Fashion Theory 10.3 (2006): 1–24.Basu, Amrita (ed.). Women's Movements in the Global Era: The Power of Local Feminisms. Philadelphia: Westview Press, 2010.Bulbeck, Chilla. Re-Orienting Western Feminisms: Women's Diversity in a Postcolonial World. Cambridge: Cambridge University Press, 1998.Connell, Raewyn. “Meeting at the Edge of Fear: Theory on a World Scale.” Feminist Theory 16.1 (2015): 49–66.———. “Rethinking Gender from the South.” Feminist Studies 40.3 (2014): 518-539.Daniel, Eniola. “I Work toward the Liberation of Women, But I’m Not Feminist, Says Buchi Emecheta.” The Guardian, 29 Jan. 2017. <https://guardian.ng/art/i-work-toward-the-liberation-of-women-but-im-not-feminist-says-buchi-emecheta/>.Devi, Mahasveta. "Draupadi." Trans. Gayatri Chakravorty Spivak. Critical Inquiry 8.2 (1981): 381-402.Friedman, Susan Stanford. Planetary Modernisms: Provocations on Modernity across Time. New York: Columbia University Press, 2015.Grewal, Inderpal, and Caren Kaplan. Scattered Hegemonies: Postmodernity and Transnational Feminist. Minneapolis: University of Minnesota Press, 1994.Hale, Sondra. “Transnational Gender Studies and the Migrating Concept of Gender in the Middle East and North Africa.” Cultural Dynamics 21.2 (2009): 133-52.hooks, bell. “Eating the Other: Desire and Resistance.” Black Looks: Race and Representation. Boston: South End Press, 1992.Langton, Marcia. “‘Grandmother’s Law’, Company Business and Succession in Changing Aboriginal Land Tenure System.” Traditional Aboriginal Society: A Reader. Ed. W.H. Edward. 2nd ed. Melbourne: Macmillan, 2003.Lazreg, Marnia. “Feminism and Difference: The Perils of Writing as a Woman on Women in Algeria.” Feminist Studies 14.1 (Spring 1988): 81-107.Liew, Stephanie. “Subtle Racism Is More Problematic in Australia.” Interview. music.com.au 2015. <http://themusic.com.au/interviews/all/2015/03/06/randa-abdel-fattah/>.Lorde, Audre. “The Uses of Anger: Women Responding to Racism.” Keynoted presented at National Women’s Studies Association Conference, Storrs, Conn., 1981.Mernissi, Fatima. The Veil and the Male Elite: A Feminist Interpretation of Women’s Rights in Islam. Trans. Mary Jo Lakeland. New York: Basic Books, 1991.Moghadam, Valentine. Modernizing Women: Gender and Social Change in the Middle East. London: Lynne Rienner Publishers, 2003.Mohanty, Chandra Talpade. Feminism without Borders: Decolonizing Theory, Practicing Solidarity. Durham, NC: Duke University Press, 2003.Moreton-Robinson, Aileen. Talkin' Up to the White Woman: Aboriginal Women and Feminism. St Lucia: Queensland University Press, 2000.Morgan, Robin (ed.). Sisterhood Is Global: The International Women's Movement Anthology. New York: The Feminist Press, 1984.Narayan, Uma. Dislocating Cultures: Identities, Traditions, and Third World Feminism, 1997.

A rhetoric of freedom characterises much of the literature dealing with online communities: freedom from fixed identity and appearance, from the confines of geographic space, and from control. The prevailing view, a combination of futurism and utopianism, is that the lack of order in cyberspace enables the creation of social spaces that will enhance personal freedom and advance the common good. Sherry Turkle argues that computer-mediated communication allows us to create a new form of community, in which identity is multiple and fluid (15-17). Marcos Novak celebrates the possibilities of a dematerialized, ethereal virtual architecture in which the relationships between abstract elements are in a constant state of flux (250). John Perry Barlow employs the frontier metaphor to frame cyberspace as an unmapped, ungoverned territory in which a romantic and a peculiarly American form of individualism can be enjoyed by rough and ready pioneers (“Crime” 460). In his 1993 account as an active participant in The WELL (Whole Earth ‘Lectronic Link), one of the earliest efforts to construct a social space online, Howard Rheingold celebrates the freedom to create a “new kind of culture” and an “authentic community” in the “electronic frontier.” He worries, however, that the freedom enjoyed by early homesteaders may be short lived, because “big power and big money” might soon find ways to control the Internet, just as they have come to dominate and direct other communications media. “The Net,” he states, “is still out of control in fundamental ways, but it might not stay that way for long” (Virtual Community 2-5). The uses of order and disorder Some theorists have identified disorder as a necessary condition for the development of healthy communities. In The Uses of Disorder (1970), Richard Sennett argues that “the freedom to accept and to live with disorder” is integral to our search for community (xviii). In his 1989 study of social space, Ray Oldenburg maintains that public hangouts, which constitute the heart of vibrant communities, support sociability best when activities are unplanned, unorganized, and unrestricted (33). He claims that without the constraints of preplanned control we will be more in control of ourselves and more aware of one another (198). More recently, Charles Landry suggests that “structured instability” and “controlled disruption,” resulting from competition, conflict, crisis, and debate, make cities less comfortable but more exciting. Further, he argues that “endemic structural disorder” requiring ongoing adjustments can generate healthy creative activity and stimulate continual innovation (156-58). Kevin Robins, too, believes that any viable social system must be prepared to accept a level of uncertainty, disorder, and fear. He observes, however, that techno-communities are “driven by the compulsion to neutralize,” and they therefore exclude these possibilities in favour of order and security (90-91). Indeed, order and security are the dominant characteristics that less idealistic observers have identified with cyberspace. Alexander Galloway explains how, despite its potential as a liberating development, the Internet is based on technologies of control. This control is exercised at the code level through technical protocols, such as TCP/IP, DNS, and HTM, that determine disconnections as well as connections (Galloway). Lawrence Lessig suggests that in our examination of the ownership, regulation, and governance of the virtual commons, we must take into account three distinct layers. As well as the “logical” or “code” layer that Galloway foregrounds, we should also consider the “physical” layer, consisting of the computers and wires that carry Internet communications, and the “content” layer, which includes everything that we see and hear over the network. In principle, each of these layers could be free and unorganized, or privately owned and controlled (Lessig 23). Dan Schiller documents the increasing privatization of the Net and argues that corporate cyberspace extends the reach of the market, enabling it to penetrate into areas that have previously been considered to be part of the public domain. For Schiller, the Internet now serves as the main production and control mechanism of a global market system (xiv). Checking into Habbo Hotel Habbo Hotel is an example of a highly ordered and controlled online social space that uses community and game metaphors to suggest something much more open and playful. Designed to attract the teenage market, this graphically intensive cartoon-like hotel is like an interactive Legoland, in which participants assemble a toy-like “Habbo” character and chat, play games, and construct personal environments. The first Habbo Hotel opened its doors in the United Kingdom in 2000, and, by September 2004, localized sites were based in a dozen countries, including Canada, the Unites States, Finland, Japan, Switzerland and Spain, with further expansion planned. At that time, there were more than seventeen million registered Habbo characters worldwide with 2.3 million unique visitors each month (“Strong Growth”). The hotel contains thousands of private rooms and twenty-two public spaces, including a welcome lounge, three lobbies, cinema, game hall, café, pub, and an extensive hallway. Anyone can go to the Room-O-Matic and instantly create a free guest room. However, there are a limited number of layouts to choose from and the furnishings, which must be purchased, have be chosen from a catalog of fixed offerings. All rooms are located on one of five floors, which categorize them according to use (parties, games, models, mazes, and trading). Paradoxically, the so-called public spaces are more restricted and less public than the private guest quarters. The limited capacity of the rooms means that all of the public spaces are full most of the time. Priority is given to paying Habbo Club members and others are denied entry or are unceremoniously ejected from a room when it becomes full. Most visitors never make it into the front lobby. This rigid and restricted construction is far from Novak’s vision of a “liquid architecture” without barriers, that morphs in response to the constantly changing desires of individual inhabitants (Novak 250). Before entering the virtual hotel, individuals must first create a Lego-like avatar. Users choose a unique name for their Habbo (no foul language is allowed) and construct their online persona from a limited selection and colour of body parts. One of two different wardrobes is available, depending on whether “Boy” or “Girl” is chosen. The gender of every Habbo is easily recognizable and the restricted wardrobe results in remarkably similar looking young characters. The lack of differentiation encourages participants to treat other Habbos as generic “Boys” or “Girls” and it encourages limited and predictable conversations that fit the stereotype of male-female interactions in most chat sites. Contrary to Turkle’s contention that computer mediated communication technologies expose the fallacy of a single, fixed, identity, and free participants to experiment with alternative selves (15-17), Habbo characters are permitted just one unchangeable name, and are capable of only limited visual transformations. A fixed link between each Habbo character and its registered user (information that is not available to other participants) allows the hotel management to track members through the site and monitor their behavior. Habbo movements are limited to walking, waving, dancing and drinking virtual alcohol-free beverages. Movement between spaces is accomplished by entering a teleport booth, or by selecting a location by name from the hotel Navigator. Habbos cannot jump, fly or walk through objects or other Habbos. They have no special powers and only a limited ability to interact with objects in their environment. They cannot be hurt or otherwise affected by anything in their surroundings, including other Habbos. The emphasis is on safety and avoidance of conflict. Text chat in Habbo Hotel is limited to one sixty-one-character line, which appears above the Habbo, floats upward, and quickly disappears off the top of the screen. Text must be typed in real time while reading on-going conversations and it is not possible to archive a chat sessions or view past exchanges. There is no way of posting a message on a public board. Using the Habbo Console, shorter messages can also be exchanged between Habbos who may be occupying different rooms. The only other narratives available on the site are in the form of official news and promotions. Before checking into the hotel, Habbos can stop to read Habbo Today, which promotes current offers and activities, and HabboHood Happenings, which offers safety tips, information about membership benefits, jobs (paid in furniture), contest winners, and polls. According to Rheingold, a virtual community can form online when enough people participate in meaningful public discussions over an extended period of time and develop “webs of personal relationships” (Virtual Community 5). By restricting communication to short, fleeting messages between individual Habbos, the hotel frustrates efforts by members to engage in significant dialogue and create a viable social group. Although “community” is an important part of the Habbo Hotel brand, it is unlikely to be a substantial part of the actual experience. The virtual hotel is promoted as a safe, non-threatening environment suitable for the teenagers is designed to attract. Parents’ concerns about the dangers of an unregulated chat space provide the hotel management with a justification for creating a highly controlled social space. The hotel is patrolled twenty-four hours a day by professional moderators backed-up by a team of 180 volunteer “Hobbas,” or guides, who can issue warnings to misbehaving Habbos, or temporarily ban them from the site. All text keyed in by Habbos passes through an automated “Bobba Filter” that removes swearing, racist words, explicit sexual comments and “anything that goes against the “Habbo Way” (“Bad Language”). Stick to the rules and you’ll have fun, Habbos are told, “break them and you’ll get yourself banned” (“Habbo Way”). In Big Brother fashion, messages are displayed throughought the hotel advising members to “Stay safe, read the Habbohood Watch,” “Never give out your details!” and “Obey the Habbo way and you’ll be OK.” This miniature surveillance society contradicts Barlow’s observation that cyberspace serves as “a perfect breeding ground for both outlaws and new ideas about liberty” (“Crime” 460). In his manifesto declaring the independence of cyberspace from government control, he maintains that the state has no authority in the electronic “global social space,” where, he asserts, “[w]e are forming our own Social Contract” based on the Golden Rule (“Declaration”). However, Habbo Hotel shows how the rule of the marketplace, which values profits more than social practices, can limit the freedoms of online civil society just as effectively as the most draconian government regulation. Place your order Far from permitting the “controlled disruption” advocated by Landry, the hotel management ensures that nothing is allowed to disrupt their control over the participants. Without conflict and debate, there are few triggers for creative activity in the site, which is designed to encourage consumption, not community. Timo Soininen, the managing director of the company that designed the hotel, states that, because teenagers like to showcase their own personal style, “self-expression is the key to our whole concept.” However, since it isn’t possible to create a Habbo from scratch, or to import clothing or other objects from outside the site, the only way for members to effectively express themselves is by decorating and furnishing their room with items purchased from the Habbo Catalogue. “You see, this,” admits Soininen, “is where our revenue model kicks in” (Shalit). Real-world products and services are also marketed through ads and promotions that are integrated into chat, news, and games. The result, according to Habbo Ltd, is “the ideal vehicle for third party brands to reach this highly desired 12-18 year-old market in a cost-effective and creative manner” (“Habbo Company Profile”). Habbo Hotel is a good example of what Herbert Schiller describes as the corporate capture of sites of public expression. He notes that, when put at the service of growing corporate power, new technologies “provide the instrumentation for organizing and channeling expression” (5-6). In an afterword to a revised edition of The Virtual Community, published in 2000, Rheingold reports on the sale of the WELL to a privately owned corporation, and its decline as a lively social space when order was imposed from the top down. Although he believes that there is a place for commercial virtual communities on the Net, he acknowledges that as economic forces become more entrenched, “more controls will be instituted because there is more at stake.” While remaining hopeful that activists can leverage the power of many-to-many communications for the public good, he wonders what will happen when “the decentralized network infrastructure and freewheeling network economy collides with the continuing growth of mammoth, global, communication empires” (Virtual Community Rev. 375-7). Although the company that built Habbo Hotel is far from achieving global empire status, their project illustrates how the dominant ethos of privatization and the increasing emphasis on consumption results in gated virtual communities that are highly ordered, restricted, and controlled. The popularity of the hotel reflects the desire of millions of Habbos to express their identities and ideas in a playful environment that they are free to create and manipulate. However, they soon find that the rules are stacked against them. Restricted design options, severe communication limitations, and fixed architectural constraints mean that the only freedom left is the freedom to choose from a narrow range of provided options. In private cyberspaces like Habbo Hotel, the logic of the market rules out unrestrained many-to-many communications in favour of controlled commercial relationships. The liberating potential of the Internet that was recognized by Rheingold and others has been diminished as the forces of globalized commerce impose their order on the electronic frontier. References “Bad Language.” Habbo Hotel. 2004. Sulake UK Ltd. 15 Apr. 2004 http://www.habbohotel.co.uk/habbo/en/help/safety/badlanguage/>. Barlow, John Perry. “Crime and Puzzlement.” High Noon on the Electronic Frontier: Conceptual Issues in Cyberspace. Ed. Peter Ludlow. Cambridge, Mass.: MIT P, 1996. 459-86. ———. “A Declaration of the Independence of Cyberspace.” 8 Feb. 1996. 3 July 2004 http://www.eff.org/~barlow/Declaration-Final.html>. Galloway, Alexander R. Protocol: How Control Exists after Decentralization. Cambridge, Mass.: MIT P, 2004. “Habbo Company Profile.” Habbo Hotel. 2002. Habbo Ltd. 20 Jan. 2003 http://www.habbogroup.com>. “The Habbo Way.” Habbo Hotel. 2004. Sulake UK Ltd. 15 Apr. 2004 http://www.habbohotel.co.uk/habbo/en/help/safety/habboway/>. Landry, Charles. The Creative City: A Toolkit for Urban Innovators. London: Earthscan, 2000. Lessig, Lawrence. The Future of Ideas: The Fate of the Commons in a Connected World. New York: Random, 2001. Novak, Marcos. “Liquid Architecture in Cyberspace.” Cyberspace: First Steps. Ed. Michael Benedikt. Cambridge, Mass.: MIT P, 1991. 225-54. Oldenburg, Ray. The Great Good Place: Cafés, Coffee Shops, Community Centers, Beauty Parlors, General Stores, Bars, Hangouts and How They Get You through the Day. New York: Paragon, 1989. Rheingold, Howard. The Virtual Community: Homesteading on the Electronic Frontier. New York: Harper, 1993. ———. The Virtual Community: Homesteading on the Electronic Frontier. Rev. ed. Cambridge, Mass.: MIT P, 2000. Robins, Kevin. “Cyberspace and the World We Live In.” The Cybercultures Reader. Eds. David Bell and Barbara M. Kennedy. London: Routledge, 2000. 77-95. Schiller, Dan. Digital Capitalism: Networking the Global Market System. Cambridge, Mass.: MIT P, 1999. Schiller, Herbert I. Culture Inc.: The Corporate Takeover of Public Expression. New York: Oxford UP, 1991. Sennett, Richard. The Uses of Disorder: Personal Identity & City Life. New York: Vintage, 1970. Shalit, Ruth. “Welcome to the Habbo Hotel.” mpulse Magazine. Mar. 2002. Hewlett-Packard. 1 Apr. 2004 http://www.cooltown.com/cooltown/mpulse/0302-habbo.asp>. “Strong Growth in Sulake’s Revenues and Profit – Habbo Hotel Online Game Will Launch in the US in September.” 3 Sept. 2004. Sulake. Sulake Corp. 9 Jan. 2005 http://www.sulake.com/>. Turkle, Sherry. Life on the Screen: Identity in the Age of the Internet. New York: Simon, 1997. Citation reference for this article MLA Style McGuire, Mark. "Ordered Communities." M/C Journal 7.6 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0501/06-mcguire.php>. APA Style McGuire, M. (Jan. 2005) "Ordered Communities," M/C Journal, 7(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0501/06-mcguire.php>.

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. 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