Littérature scientifique sur le sujet « Newspaper publishing – Capitalism »

The French - local daily newspaper in Indochina appeared with the development of commerce and the presence of colonial capitalists (industrialists, miners, intellectuals, civil servants and traders) in the mid-1880s. French daily newspapers not only reflected the change of localities, but also played a role in promoting development through a focus on defending political views, providing economic information. Le Courrier d'Haiphong is a case of a local daily newspaper that balances factors such as operational objectives, publishing conditions, and is a “witness” of Hai Phong's urbanization process and plays a role as “participant factor” accelerating the modernization of one of the trade-industrial centers in the North of Vietnam during the colonial period. Out of the local sphere, Le Courrier d'Haiphong existed as a forum of French capitalists in Tonkin. As one of the very few newspapers that had not been suspended during its lifetime, Le Courrier d'Haiphong newspaper provided a way to publish newspapers in the early stages of journalism in Vietnam. At the same time, it is also a valuable resource for research on economic history, urban history, or cultural exchange and acculturation activities in the late nineteenth century and the first half of the twentieth century.

Media critics tend to think about reviews in two ways: either as autonomous acts of creative intervention or as necessary fodder for publicity campaigns. Rather than elevate either of these options, I offer an account of my own reviewing experience as anecdotal evidence of the interrelation between creative intervention and commodification at work in every printed newspaper review. As Frederick Jameson argued long ago in his essay “Reification and Utopia in Mass Culture”, capitalist culture always contains elements of utopian or counter-hegemonic fantasy, but these elements are quickly absorbed and squelched within the market. Indeed, the appearance of literary criticism itself is bound up with the transformation of cultural activity into commodity form. In order to appreciate how reviews function within the economy of literary journalism, one should underestimate neither the ease with which even the most insightful review has always already been absorbed into the process of commodification nor how this process can work against the market’s own best interests. (For a study of the economic impact of reviewing, see Cameron. For the complications involved in writing a history of reviews and reviewers, see Fosdick.) For the last few years, I have written book reviews primarily for my local newspaper, the Iowa City Press-Citizen. As a 15,000-run newspaper, the Press-Citizen is listed in the small newspaper category for journalism awards and is one of the smallest newspapers owned by the giant media conglomerate, Gannett. Because Iowa City is home to the Big Ten, 30,000-student University of Iowa, the Press-Citizen has a more highly educated audience than that of other newspapers with similar press runs. Yet the educated readership also means that the local population expects a journalistic product with the sophistication of the New Yorker while the marketplace is only slightly larger than that of the little old ladies in Dubuque. Because of budget limitations, the Press-Citizen’s cultural reporting occupies a small percentage of its local news pages. As a result, the editorial staff deems newsworthy only those reviews demonstrating a clear local angle. From one perspective, this decision represents a commitment to the community. In practical terms, however, the policy means that the newspaper solicits reviews only for the authors who participate in “Live from Prairie Lights”, a reading series jointly sponsored by the university’s not-for-profit, public radio station, WSUI, and one of the city’s independently owned bookstores, Prairie Lights. The reading series owes its reputation, in part, to the University of Iowa Writer’s Workshop, consistently hailed by U.S. News and World Report as the number one MFA creative writing program in the nation. Because the Workshop attracts established alumni (such as Michael Cunningham and John Irving) as well as ambitious younger writers, Prairie Lights has become a popular stop for authors touring in the geographical pentagram between Chicago, Minneapolis, Omaha, Kansas City, and St. Louis. Before I even type a word, therefore, any review I send to the Press-Citizen already has been commodified by the editorial staff’s decision to base its definition of newsworthiness on the publicity needs of a network of local businesses. Furthermore, if I decide not to write a review – or if the editorial staff decides it cannot afford to pay any correspondent for the review – the newspaper simply saves money and hassle by reprinting wire reviews published in any of the other 100 Gannett newspapers in the U.S. In order to add to the variety – to increase heterogeneity in the public sphere – I must first submit to a very restricted notion of what that sphere is. While Gannett’s business model involves absorbing and centralising local media outlets, Prairie Lights’s business model tends to undermine such a corporate mindset through its role as the area’s largest independent bookstore. Sponsoring “Live from Prairie Lights” is one way that the store, with help from the radio station, fights for its survival against superstore chains and discounted on-line giants. My review’s extra publicity for Prairie Lights, then, helps a brick-and-mortar independent bookstore maintain its independence. To the bookstore staff, the fact that my review appears in the local paper matters more than whether I denounce or celebrate a visiting writer. So, again, before I type a single word, my reviews simultaneously participate within a compromised commercial system and undermine the corporate policies of my newspaper’s parent company by helping support the independent mindset of a key local business. Just as my printed review is always already framed by the local editorial policies of a media conglomerate and the promotional needs of a large independent bookstore, it is also automatically placed in conversation with the paratextual press releases, plot synopses, and blurbs provided by the publishing houses. Even if I approach the work from a completely different angle than the publicists suggest, readers will readily align my perspective against the myriad of uncritical, press-release-based reviews to be found on Google News, Lexis-Nexis, or Metacritic.com. And even if local readers manage to avoid those reviews, they will still be exposed to the official publicity information if they listen to WSUI’s “Live from Prairie Lights”. Despite the commitment of Iowa Public Radio to an independent assessment of news and culture, the introductions provided by the program’s host nearly always regurgitate the publicity information as the homogenizing conceptual frame into which all aberrant discussions of the work become mere exceptions that prove the rule. The interrelation between creativity and commodification becomes apparent even in best-case scenarios. In September 2002, for example, the University of Iowa Press published a book of recently rediscovered Farm Service Agency photographs from the 1930s that proved complementary to the more familiar photographs of Dorothea Lange and Walker Evans. An Iowa writer worked with the photographer’s surviving family members and wrote a well-documented, insightful, historical narrative to contextualise the photos. Anticipating local interest in the collection, Prairie Lights ordered hundreds of copies and moved the radio broadcast from the bookstore to a larger auditorium. Because of the Iowa connections at every phase of the project, it was easy to convince the Press-Citizen to run a lengthy review accompanied by several photos. After sifting through the photographs, digesting the narrative, and skeptically perusing the university press’s promotional material, I challenged myself to do something more than regurgitate the information provided me. Giving a cultural studies twist to Anatole France’s romantic dictum of the good critic relating the adventures of his soul among masterpieces, I decided to provide my own analysis of the photographs as cultural objects and only then turn to the narrative as a contrasting explanation of the uncanny vibrancy of these images of the last century. While I was sometimes critical of her evaluation, the author was impressed enough with my efforts that she called my editor to inform him personally that my review was the best she had read and that I was the only reviewer who had actually looked beyond the press release. Having never before been so complimented by an author, I decided to attend the reading and meet her face-to-face. Not surprisingly, the experience proved disillusioning. The writer proved as insightful in the program’s question and answer session as she had been in her prose, and the photos were as intriguing on the video screen as they were in the book. Yet the mobile radio production equipment and the portable cashier station – even more so, its constant beeping – made clear just how my investment of time and intellect served crossed purposes. While I was helping my readership make sense of these rediscovered photos from the past, I was also helping the University of Iowa Press and Prairie Lights sell books even as I was helping the Press-Citizen sell ads for the press and bookstore. The photo collections brought enough pleasure that many of the audience members were buying several copies to give as gifts, but that pleasure was both preconditioned for and a by-product of the cycle of production and publicity. At the moment when my review proved insightful enough to warrant a commendatory phone call from the author, it was most at risk of becoming a mere cog in the process of commodification. Rather than declare with any finality that reviews are either inspired or ingratiating, media critics need to continue to account for such interconnections between the creative and commercial factors of publication. References Cameron, Samuel. “On the Role of Critics in the Culture Industry.” Journal of Cultural Economics 19.4 (December 1995): 321-31. Fosdick, Scott. “From Discussion Leader to Consumer Guide.” Journalism History 30.2 (Summer 2004): 91-7. Jameson, Fredric. “Reification and Utopia in Mass Culture.” Social Text 1 (1979): 130-48. Citation reference for this article MLA Style Charis-Carlson, Jeffrey. "Creativity, Commodification, and the Making of a Middlebrow Book Review." M/C Journal 8.5 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0510/04-charis-carlson.php>. APA Style Charis-Carlson, J. (Oct. 2005) "Creativity, Commodification, and the Making of a Middlebrow Book Review," M/C Journal, 8(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0510/04-charis-carlson.php>.

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

'The vital experience of the glad animal sensibilities made doubts impossible on the question of our speed; we heard our speed, we saw it, we felt it as a thrilling; and this speed was not the product of blind insensate agencies, that had no sympathy to give, but was incarnated in the fiery eyeballs of the noblest amongst brutes, in his dilated nostril, spasmodic muscles, and thunder-beating hoofs.' -- Thomas de Quincey (1849), "The English Mail-Coach" For Thomas de Quincey, the thrust of speed is intimately linked with the thrust of the body. Subjectivity is formed by and through a corporeal experience of acceleration. In this way, De Quincey has the jump on those other lovers of automated speed: the Italian Futurists. That heady clash of bodies, speed and information, or the technological sublime, we characteristically associate with the development of twentieth-century communication is already articulated some sixty years before Marinetti imagines the 'divine fusion' of body and machine. Thomas de Quincey's 1849 ode to the postal service -- "The English Mail Coach" -- functions as a significant text in modernity's velocity culture. Specifically, de Quincey allows us to historicise the critical terms of 'speed', 'body' and 'circulation'. This paper makes some preliminary historical observations about the acceleration of communication and transport systems and how this rapidity might give rise to new forms of subjectivity or the emergence of what Jeffrey T. Schnapp calls 'the kinematic subject'. The perceptual reconfiguration of time and space is central to an understanding of modernity's preoccupation with speed. Rapid data circulation through digital information systems means that distance appears to shrink and time seems to collapse. Manuel Castells calls this a 'new time regime' (429). Temporality now functions according to a double logic: a simultaneous binary of 'the eternal and of the ephemeral'. The contemporary 'manipulation of time' turns on 'instantaneity and eternity: me and the universe, the self and the net' (462-3). For David Harvey the defining feature of postmodernity is 'time-space compression'. Capitalism is 'characterised by speed-up in the pace of life, while so overcoming spatial barriers that the world sometimes seems to collapse inwards upon us' (241). Castells and Harvey are not, of course, the first to notice the degree to which the changing rhythms of a communication vehicle might impact upon perceptions of time and space. In 1909 Marinetti announces its demise: 'Time and Space died yesterday. We already live in the absolute, because we have created eternal, omnipresent speed'. Yet this death is prefigured some 120 years before by the 18th century author Hannah More in a letter where, quoting Alexander Pope, she illustrates her reaction to the introduction of the mail coach: I have just been thinking that if the amorous poet, who modestly wished to annihilate time and space had lived to see our fortunate days, he would have seen his prophetic visions realised... cards having well-nigh accomplished the first, and mail-coaches the last. (Qtd. in Lewis 264) This letter is dated 1788, only four years after the establishment of the mail coach system. Initially the service ran between London and Bristol so that Hannah More writing from Somerset would complain of being bypassed by this new mode of information circulation: Of the other blessing, the annihilation of space, I cannot partake; mail-coaches, which come to others, come not to me. Letters and newspapers, now that they travel in coaches like gentlemen and ladies, come not within ten miles of my hermitage. (265) More here identifies an important historical factor in the transformation of information networks. It concerns the coupling of transportation and communication: information travels 'in coaches like gentlemen and ladies'. In More's 18th century account the two remain connected while, as James Carey has noted, the significance of the 19th century's invention of the telegraph is that it splits the two processes. The telegraph 'allowed symbols to move independently of geography and independently of and faster than transport' (213). For de Quincey, a pivotal feature of the mail coach is the way in which communication and transportation function coextensively. Recounting his travels on the coach as it distributes news from the Napoleonic wars he notes that 'the grandest chapter of our experience, within the whole mail-coach service, was on those occasions when we went down from London with the news of victory' (290). For de Quincey, as for other commentators, the mail coach is a political instrument. Through the increasing efficiency of its communication infrastructure, it 'binds the nation together' (Austen 361). As de Quincey puts it 'the mail-coach, as the national organ for publishing these mighty events, thus diffusively influential, became itself a spiritualised and glorified object to an impassioned heart' (272). What impresses de Quincey most, however, is the speed of this vehicle. Or perhaps, more accurately, it is a particular relation between the self and speed, which confers on the mail coach a 'glory of motion' (270). By the time he publishes his essay, postal and newspaper circulation by mail-coach is nearly at an end. The last mail coach ceases action in London in 1846 (Daunton 123) and postal distribution begins to be carried out by rail. De Quincey clearly mourns the loss of this form of communication. And his regret depends on the self's perception of speed. That is, to qualify as an authentic act of transportation (of the body, of the post or of language), one must, to some degree, be aware of the systems of circulation, the modes of delivery and the vehicle of communication. One ought to be able to experience the speed at which one travels or the mail is delivered. The body must remain in contact with the message. In de Quincey's view the railway communication system fails for these sorts of reasons: The modern modes of travelling cannot compare with the mail-coach system in grandeur and power. They boast of more velocity, not however as a consciousness, but as a fact of our lifeless knowledge, resting upon alien evidence; as, for instance, because somebody says that we have gone fifty miles in the hour though we are far from feeling it as a personal experience ... . Apart from such an assertion, or such a result, I myself am little aware of the pace. But, seated on the old mail-coach, we needed no evidence out of ourselves to indicate the velocity. (283, emphasis in the original) Perched atop the careening mail coach, the self needs no secondary evidence to confirm its propulsion: 'we heard our speed, we saw it, we felt it as a thrilling'. But with the emergence of railway systems, the self somehow becomes cut off or distanced from the mode of transport: 'But now, on the new system of travelling, iron tubes and boilers have disconnected man's heart from the ministers of his locomotion' (284). To be sure, rail is faster. But that fails to impress de Quincey for the rail cannot offer him the same sublime effect. The mail coach is drawn by 'royal horses like cheetahs' (282) while the train lacks the power to raise even 'an extra bubble in a steam-kettle' (284). The sublimity of speed is also aural. But once again the railroad fails to inspire awe: 'the trumpet that once announced from afar the laurelled mail; heartshaking, when heard screaming on the wind ... has now given way for ever to the pot-wallopings of the boiler' (284). In Burke's formulation of the sublime there is danger and terror but there must also be a certain distance from this threat. It is 'simply painful' when we are aroused by causes that 'immediately affect us' but it is sublime when 'we have an idea of pain and danger, without being actually in such circumstances' (51) . For de Quincey sitting inside the carriage seems to offer too much safety and distance, the interior reserved as it is for the 'porcelain variety of the human race' (273). Instead, he travels aloft near the driver because of 'the air, the freedom of prospect, the proximity to the horses, the elevation of seat' (275). And he has the possibility of reining them in himself: 'the certain anticipation of purchasing occasional opportunities of driving' (275)1. The closer he is to the ministers of his locomotion, the better de Quincey likes it. The more he becomes the agent of his own speed, the more immediate, authentic and sublime seems his journey. For de Quincey, then, the superiority of the mail coach over the railroad lies not in terms of absolute speed but rather it concerns issues about the body's experience of and relation to that speed. As Matthew Schneider (1995) puts it 'the difference between the two with respect to their speed, privileges mail coaches by virtue of their violent immediacy, their ability to transmit the actual or living sensations rather than one that is intermediate or representational' (152)2. In a fascinating paper about the correlation between speed and subjectivity Jeffrey T. Schnapp identifies the mail coach in general and de Quincey in particular as emblematic of an 'inaugural moment' in the development of an 'anthropology of speed' (3). With a quick side swipe at the ahistorical and apocalyptic underpinning of Paul Virilio's Speed and Politics, Schnapp argues that although speed has always been 'an agent of individuation' it is with modernity that it begins to depend on the relation between self and vehicle: ... the mere experience of riding on horseback was not enough to establish a modern culture of velocity. Speed's rise as a cultural thematic, its move into an everyday realm of perceptibility, its adoption as sacrament of modern individualism, became possible only with the development of mechanical buffers between rider, horse, and roadway: buffers that enable new fantasies of attachment, first, between rider and engine, and, then, according to a more complex logic, between rider, engine, vehicle, and/or landscape. (10-1) What is particularly productive about Schnapp's account is that he schematises the history of transportation in terms of the relation between speed, body and vehicle. For Schnapp this is a pivotal dynamic. De Quincey's equestrian desire and his disdain for railroad travel, is part of a historical process where individuality comes to be 'identified with administration of one's own speed' (14). In Schnapp's model, there are 'two concurrent yet distinct experiences of velocity', one that he calls 'thrill-based' and the other 'commodity-based'. The first is experienced in modes such as on top of the mail-coach and later, cars, motorbikes and aeroplanes. 'Commodity-based' refers to train and bus travel. The difference between the two is that thrill-based transportation occurs when the passenger 'can envisage himself as the author of his velocity' while in 'commodity-based' forms the traveller is 'shielded from the natural environment and the engine, and passively submits himself to velocity' (18-9). De Quincey's essay is a valuable resource for communications historiography. Like Jacques Derrida, he recognises how the rhythms of the postal service function to construct identity. As a system of circulation and exchange, the post office institutionalises modes of correspondence, producing and regulating particular subjectivities. And like Postman Pat, de Quincey knows the corporeal pleasures of delivering the mail. Footnotes There are also issues of class at work here. Tickets were more expensive to sit inside the carriage which de Quincey, then a student at Oxford, could not afford. He attempts to reverse these class distinctions by arguing that 'inside which had been traditionally regarded as the only room tenantable by gentlemen, was, in fact, the coal-cellar in disguise' (187). The secondary material on de Quincey is quite extensive. In the last 15 years his work has been investigated from a number of different angles including poststructuralist approaches to language and his transitional status as a figure between Romanticism and Modernism. As well as Schneider, see Clej and Snyder. References Austen, Brian. British Mail-Coach Services 1784-1850. New York and London: Garland, 1986. Burke, Edmund. A Philosophical Enquiry into the Origin of Our Ideas of the Sublime and Beautiful. Ed. James T. Boulton. 2nd ed. Oxford: Basil Blackwell, 1987. Carey, James W. Communication as Culture: Essays on Media and Society. Boston: Unwin Hyman, 1988. Castells, Manuel. The Information Age: Economy, Society and Culture. Volume 1: The Rise of the Network Society. Cambridge, Massachusetts: Blackwell Publishers, 1996. Clej, Alina. A Genealogy of the Modern Self: Thomas De Quincey and the Intoxication of Writing. Stanford: Stanford UP, 1995. Daunton, M.J. Royal Mail: The Post Office since 1840. London: The Athlone Press, 1985. De Quincey, Thomas. "The English Mail-Coach." The Collected Writings of Thomas De Quincey. Ed. David Masson. Vol. 13. Edinburgh: Adam & Charles Black, 1890. Derrida, Jacques. The Postcard: From Socrates to Freud and Beyond. Trans. Alan Bass. Chicago: U of Chicago P, 1987. Harvey, David. The Condition of Postmodernity: An Enquiry into the Origins of Cultural Change. Cambridge, Massachusetts: Blackwell Publishers, 1990. Lewis, W.S., ed. Horace Walpole's Correspondence. Vol 31. New Haven: Yale UP, 1961. Marinetti, FT. "The Founding and Manifesto of Futurism." First published 1909. Futurist Manifestos. London: Thames and Hudson, 1973. Schnapp, Jeffrey T. "Crash (Speed as Engine of Individuation)." Modernism/Modernity 6.1 (1999): 1-49. Schneider, Matthew. Original Ambivalence: Autobiography and Violence in Thomas De Quincey. New York: Peter Lang, 1995. Snyder, Robert Lance, ed. Thomas De Quincey Bicentenary Studies. Norman: U of Oklahoma P, 1985. Virilio, Paul. Speed and Politics: An Essay on Dromology. Trans. Mark Polizzotti. New York: Semiotexte, 1986. Citation reference for this article MLA style: Ester Milne. "'The Ministers of Locomotion': Some Historical Speculations on Velocity Culture." M/C: A Journal of Media and Culture 3.3 (2000). [your date of access] <http://www.api-network.com/mc/0006/ministers.php>. Chicago style: Ester Milne, "'The Ministers of Locomotion': Some Historical Speculations on Velocity Culture," M/C: A Journal of Media and Culture 3, no. 3 (2000), <http://www.api-network.com/mc/0006/ministers.php> ([your date of access]). APA style: Ester Milne. (2000) 'The ministers of locomotion': some historical speculations on velocity culture. M/C: A Journal of Media and Culture 3(3). <http://www.api-network.com/mc/0006/ministers.php> ([your date of access]).

The compulsion to work has clearly become pathological in modern industrial societies. Millions of people are working long hours, devoting their lives to making or doing things that will not enrich their lives or make them happier but will add to the garbage and pollution that the earth is finding difficult to accommodate. They are so busy doing this that they have little time to spend with their family and friends, to develop other aspects of themselves, to participate in their communities as full citizens. Unless the work/consume treadmill is overcome there is little hope for the planet. The work ethic, and the corresponding respect accorded to those who accumulate wealth, are socially constructed but rapidly becoming dysfunctional for social and environmental welfare. Much has been written about the role of Protestant preachers in the rise of the work ethic but the continued reinforcement of a secular work ethic owes much to literature, particularly self-help books and children's literature of the nineteenth century, which promoted work as a route to success and a sign of good character. In the centuries following the Protestant reformation the emphasis on work as a religious calling was gradually superseded by a materialistic quest for social mobility and material success. This success-oriented work ethic encouraged ambition, hard work, self-reliance, and self-discipline and held out the promise that such effort would be materially rewarded. Through example and reiteration, the myth that any man, no matter what his origins, could become rich if he tried hard enough became firmly established. The self-made man owed his advancement to habits of industry, sobriety, moderation, self-discipline, and avoidance of debt (Beder). In early America the middle classes "controlled the major institutions of social influence" the schools, churches, factories, political offices and publishing companies and used them to propagate work values (Cherrington 32-3). Their children learned the value of hard work from their parents and this was reinforced by school teachers, classroom readers and popular books. Benjamin Franklin was one of the best-known early propagators of work values. Poor Richard and Franklin's autobiography sold millions of copies at the time and was translated into many languages for sale abroad. In his books he urged thrift, industry, pursuit of money and hard work. "Newspapers, books, interviews, speeches, and literature abounded with praise of the successful who had made it on their own" (Bernstein 141). Success was defined in terms of doing well in business and making lots of money. Owning one's own business was supposed to be a route to success that was open to all, as Abraham Lincoln explained in an 1861 speech to Congress: "The prudent, penniless beginner in the world, labors for wages awhile, saves a surplus with which to buy tools or land for himself, then labors on his own account for awhile, and at length hires another new beginner to help him. This is a just, and generous, and prosperous system; which opens the way to all gives hope to all, and consequent energy and progress, and improvement of conditions to all." (qtd. in Chinoy 4) The earliest textbooks published in America promoted work values as part of good character and the formula to success. These included the Peter Parley books first published by Samuel Goodrich during the 1820s and 30s (Peter Parley was a pseudonym). Goodrich wrote some 150 children's books beginning with Tales of Peter Parley about America. The Parley books covered geography, history, commerce and even mathematics. McGuffey's Eclectic Readers were the standard English textbooks in American schools from 1830s through to 1920s. They were first published in 1836 and became perhaps the most widely read children's books in the 19th century with 122 million copies of the six readers sold to an estimated four fifths of US school children (Cherrington 36). American children learned to read and write using these books, which also taught middle-class values including the work ethic and success through hard work: "Work, work, my boy, be not afraid; Look labor boldly in the face" (qtd. in Bernstein 161). They are again being promoted today by conservative groups in the US (see for example http://www.liberty-tree.org/ltn/mcguffeys-reader.html and http://www.aobs-store.com/reviews/mcguffey.htm). American story books also taught work values. Horatio Alger (1832-99) was one of the most prolific American writers. He wrote some 130 books that taught work values to young boys. Twenty million copies of Alger's books were sold with titles such as Strive and Succeed, Ragged Dick, Mark the Matchboy, Risen from the Ranks, Bound to Rise. They typically told of poor boys who became self-made men through their own efforts and perseverance. In the twentieth century children continued to learn at school about how various successful businessmen had started from humble origins. From the 1940s the American Schools and Colleges Association presented an annual "Horatio Alger Award" to businessmen whose "rise to success symbolizes the tradition of starting from scratch under our system of free competitive enterprise" (Chinoy 1) and there are still a range of Alger associations and awards current today (see for example http://www.ihot.com/~has/ and http://www.horatioalger.com/). Self-help books supplemented fiction in showing the way to success. Books at the turn of the 20th century with names such as The Conquest of Poverty, Pushing to the Front, Success under Difficulty, all preached the message of how any motivated, hard-working individual could overcome life's obstacles. Work as a route to success was also promoted in Britain in books, newspapers and official reports. Workers were urged to work hard towards success, to be independent and raise themselves above their lowly stations in life through saving, striving, and industriousness. Nineteenth century organisations such as the Bettering Society promoted thrift and self-improvement and criticised measures to aid the poor (Roach 69). Samuel Smiles was one of the foremost advocates of "the spirit of self-help". His 1859 book Self-Help argued: "In many walks of life drudgery and toil must be cheerfully endured as the necessary discipline of life... He who allows his application to falter, or shirks his work on frivolous pretexts, is on the sure road to ultimate failure... even men with the commonest brains and the most slender powers will accomplish much..." (qtd. in Ward 22-3) The myth of the self-made man was also evident in popular music hall songs in the 19th century, such as Work Boys Work by Harry Clifton (1824-1872): ...labour leads to wealth and will keep you in good health, so its best to be contented with your lot. Whilst it was true that some of the early English manufacturers started off as workers themselves, they tended to come from the middle classes and as time went by the opportunity for working people to become capitalists were reduced as the income gap between capitalists and workers broadened. In fact the much publicised gospel of improvement and self-help served only to obscure the very limited prospects and achievements of the self-made men within early and later Victorian society, and investigations of the steel and hosiery industries, for instance, have shown how little recruitment occurred from the ranks of the workers to those of the entrepreneurs. (Thomis 86) However, there were enough oft-repeated stories of individuals moving from poverty to wealth to keep alive, at least in the minds of the well-to-do, the idea that hard work could lead from rags-to-riches, despite this not being the case for the vast majority of people who were born in poverty and died in poverty after a life time of hard work (Furnham 198). In this way the affluent were able to feel comfortable about poverty in their midst, blaming it on individual weakness rather than societal failings. In Britain, as in America, the myth of the self-made man persisted in children's literature into the twentieth century. Academic Philip Cohen noted: When I was growing up in the early 1950s it was still possible to get given 'improving books' for one's birthday, consisting of biographies of self-made men, engineers, inventors, industrialists, entrepreneurs, philanthropists and the like. These men, and they were all men, had usually lived in the 'heroic' age of nineteenth-century capitalism and the books themselves were clearly prepared for the edification of the young. (Cohen 61) The contemporary reception by audiences of the texts discussed in this article is unknown. In particular, the degree to which children were able to resist the none too subtle moral lessons contained in their texts and stories is a question requiring empirical research that has yet to be carried out. However, it is evident that the promotion of the work ethic has been a successful enterprise and this article has shown that 19thcentury books played an active part in that. Although not everyone subscribes to the work ethic today, the myth of the self-made man remains a myth in most English speaking countries, even though the disparities between rich and poor are widening and it is becoming more and more difficult for the poor to become rich through talent, effort and opportunities. Despite the dysfunctionality of the work ethic it continues to be promoted and praised, accepted and acquiesced to. It is one of the least challenged aspects of industrial culture. Yet it is based on myths and fallacies which provide legitimacy for gross social inequalities. If we are to protect the planet and our social health we need to find new ways of judging and valuing each other which are not work and income dependent. References Beder, Sharon. Selling the Work Ethic: From puritan pulpit to corporate PR. London: Zed Books, 2000. Bernstein, Paul. American Work Values: Their Origin and Development. Albany, NY: State U of New York P, 1997. Cherrington, David J. The Work Ethic: Working Values and Values that Work. New York: AMACON, 1980. Chinoy, Ely. Automobile Workers and the American Dream. 2nd ed. Urbana and Chicago: U of Illinois P, 1992. Cohen, Philip. "Teaching Enterprise Culture: Individualism, Vocationalism and the New Right." The Social Effects of Free Market Policies: An International Text. Ed. Ian Taylor. New York: Harvester Wheatsheaf, 1990. 49-91. Furnham, Adrian. The Protestant Work Ethic: The Psychology of Work-Related Beliefs and Behaviours. London: Routledge, 1990. Roach, John. Social Reform in England 1780-1880. London: B T. Batsford, 1978. Thomis, Malcolm I. The Town Labourer and the Industrial Revolution. London: B.T.Batsford, 1974. Ward, J. T. The Age of Change 1770-1870. London: A&C Black, 1975. Links http://www.horatioalger.com/ http://www.aobs-store.com/reviews/mcguffey.htm http://www.ihot.com/~has/ http://www.liberty-tree.org/ltn/mcguffeys-reader.html Citation reference for this article MLA Style Beder, Sharon. "The Promotion of a Secular Work Ethic" M/C: A Journal of Media and Culture 4.5 (2001). [your date of access] < http://www.media-culture.org.au/0111/Beder.xml >. Chicago Style Beder, Sharon, "The Promotion of a Secular Work Ethic" M/C: A Journal of Media and Culture 4, no. 5 (2001), < http://www.media-culture.org.au/0111/Beder.xml > ([your date of access]). APA Style Beder, Sharon. (2001) The Promotion of a Secular Work Ethic. M/C: A Journal of Media and Culture 4(5). < http://www.media-culture.org.au/0111/Beder.xml > ([your date of access]).

Engagement in any capacity with mainstream media since mid-2001 has meant immersion in the cross-platform, multimedia phenomenon of Harry Potter: Muggle outcast; boy wizard; corporate franchise. Consumers even casually perusing contemporary popular culture could be forgiven for suspecting they have entered a MÃbius loop in which Harry Potter-related media products and merchandise are ubiquitous: books; magazine cover stories; newspaper articles; websites; television specials; hastily assembled author biographies; advertisements on broadcast and pay television; children's merchandising; and theme park attractions. Each of these media commodities has been anchored in and cross-promoted by America Online-Time Warner's (AOL-TW) first instalment in a projected seven-film sequence—Harry Potter and the Philosopher's Stone.1 The marketing campaign has gradually escalated in the three years elapsing between AOL-TW subsidiary Warner Bros' purchase from J.K. Rowling of the film and merchandising rights to the first two Harry Potter books, and the November 2001 world premiere of the film (Sherber 55). As current AOL-TW CEO Richard Parsons accurately forecast, "You're not going to be able to go anywhere without knowing about it. This could be a bigger franchise than Star Wars" (Auletta 50). Yet, AOL-TW's promotional strategy did not limit itself to creating mere awareness of the film's release. Rather, its tactic was to create an all-encompassing environment structured around the immense value of the Harry Potter brand—a "brand cocoon" which consumers do not so much enter and exit as choose to exist within (Klein 2002). In twenty-first-century mass marketing, the art is to target affluent consumers willing to direct their informational, entertainment, and consumption practices increasingly within the "walled garden" of a single conglomerate's content offerings (Auletta 55). Such an idealised modern consumer avidly samples the diversified product range of the parent conglomerate, but does so specifically by consuming multiple products derived from essentially the same content reservoir. Provided a match between consumer desire and brand can be achieved with sufficient accuracy and demographic breadth, the commercial returns are obvious: branded consumers pay multiple times for only marginally differentiated products. The Brand-Conglomerate Nexus Recyclable content has always been embraced by media industries, as cultural commodities such as early films of stage variety acts, Hollywood studio-era literary adaptations, and movie soundtrack LPs attest. For much of the twentieth century, the governing dynamic of content recycling was sequential, in that a content package (be it a novel, stage production or film) would succeed in its home medium and then, depending upon its success and potential for translation across formats, could be repackaged in a subsequent medium. Successful content repackaging may re-energise demand for earlier formatting of the same content (as film adaptations of literary bestsellers reliably increase sales of the originating novel). Yet the cultural industries providing risk capital to back content repackaging formerly required solid evidence that content had achieved immense success in its first medium before contemplating reformulations into new media. The cultural industries radically restructured in the last decades of the twentieth century to produce the multi-format phenomenon of which Harry Potter is the current apotheosis: multiple product lines in numerous corporate divisions are promoted simultaneously, the synchronicity of product release being crucial to the success of the franchise as a whole. The release of individual products may be staggered, but the goal is for products to be available simultaneously so that they work in aggregate to drive consumer awareness of the umbrella brand. Such streaming of content across parallel media formats is in many ways the logical culmination of broader late-twentieth-century developments. Digital technology has functionally integrated what were once discrete media operating platforms, and major media conglomerates have acquired subsidiaries in virtually all media formats on a global scale. Nevertheless, it remains true that the commercial risks inherent in producing, distributing and promoting a cross-format media phenomenon are vastly greater than the formerly dominant sequential approach, massively escalating financial losses should the elusive consumer-brand fit fail to materialise. A key to media corporations' seemingly quixotic willingness to expose themselves to such risk is perhaps best provided by Michael Harkavy, Warner Bros' vice-president of worldwide licensing, in his comments on Warner Music Group's soundtrack for the first Harry Potter film: It will be music for the child in us all, something we hope to take around the world that will take us to the next level of synergy between consumer products, the [AOL-TW cable channel] Cartoon Network, our music, film, and home video groups—building a longtime franchise for Harry as a team effort. (Traiman 51) The relationship between AOL-TW and the superbrand Harry Potter is essentially symbiotic. AOL-TW, as the world's largest media conglomerate, has the resources to exploit fully economies of scale in production and distribution of products in the vast Harry Potter franchise. Similarly, AOL-TW is pre-eminently placed to exploit the economies of scope afforded by its substantial holdings in every form of content delivery, allowing cross-subsidisation of the various divisions and, crucially, cross-promotion of the Harry Potter brand in an endless web of corporate self-referentiality. Yet it is less frequently acknowledged that AOL-TW needs the Harry Potter brand as much as the global commercialisation of Harry Potter requires AOL-TW. The conglomerate seeks a commercially protean megabrand capable of streaming across all its media formats to drive operating synergies between what have historically been distinct commercial divisions ("Welcome"; Pulley; Auletta 55). In light of AOL-TW's record US$54.2b losses in the first quarter of 2002, the long-term viability of the Harry Potter franchise is, if anything, still more crucial to the conglomerate's health than was envisaged at the time of its dot.com-fuelled January 2000 merger (Goldberg 23; "AOL" 35). AOL-TW's Richard Parsons conceptualises Harry Potter specifically as an asset "driving synergy both ways", neatly encapsulating the symbiotic interdependence between AOL-TW and its star franchise: "we use the different platforms to drive the movie, and the movie to drive business across the platforms" ("Harry Potter" 61). Characteristics of the Harry Potter Brand AOL-TW's enthusiasm to mesh its corporate identity with the Harry Potter brand stems in the first instance from demonstrated consumer loyalty to the Harry Potter character: J.K. Rowling's four books have sold in excess of 100m copies in 47 countries and have been translated into 47 languages.2 In addition, the brand has shown a promising tendency towards demographic bracket-creep, attracting loyal adult readers in sufficient numbers to prompt UK publisher Bloomsbury to diversify into adult-targeted editions. As alluring for AOL-TW as this synchronic brand growth is, the real goldmine inheres in the brand's potential for diachronic growth. From her first outlines of the concept, Rowling conceived of the Potter story as a seven-part series, which from a marketing perspective ensures the broadscale re-promotion of the Harry Potter brand on an almost annual basis throughout the current decade. This moreover assists re-release of the first film on an approximately five-year basis to new audiences previously too young to fall within its demographic catchment—the exact strategy of "classic" rebranding which has underwritten rival studio Disney's fortunes.3 Complementing this brand extension is the potential to grow child consumers through the brand as Harry Potter sequels are produced. Harry Potter and the Philosopher's Stone director Chris Columbus spruiks enthusiastically that "the beauty of making these books into films is that with each one, Harry is a year older, so [child actor] Daniel [Radcliffe] can remain Harry as long as we keep making them" (Manelis 111). Such comments suggest the benefits of luring child consumers through the brand as they mature, harnessing their intense loyalty to the child cast and, through the cast, to the brand itself. The over-riding need to be everything to everyone—exciting to new consumers entering the brand for the first time, comfortingly familiar to already seasoned consumers returning for a repeat hit—helps explain the retro-futuristic feel of the first film's production design. Part 1950s suburban Hitchcock, Part Dickensian London, part Cluny-tapestry medievalism, part public school high-Victorianism, Harry Potter and the Philosopher's Stone strives for a commercially serviceable timelessness, in so doing reinforcing just how very twenty-first-century its conception actually is. In franchise terms, this conscious drive towards retro-futurism fuels Harry Potter's "toyetic potential" (Siegel, "Toys" 19). The ease with which the books' complex plots and mise-en-scene lend themselves to subsidiary rights sales and licensed merchandising in part explains Harry Potter's appeal to commercial media. AOL-TW executives in their public comments have consistently stayed on-message in emphasising "magic" as the brand's key aspirational characteristic, and certainly scenes such as the arrival at Hogwarts, the Quidditch match, the hatching of Hagrid's dragon and the final hunt through the school's dungeons serve as brilliant advertisements for AOL-TW's visual effects divisions. Yet the film exploits many of these "magic" scenes to introduce key tropes of its merchandising programme—Bertie Bott's Every Flavour Beans, chocolate frogs, Hogwarts house colours, the sorting hat, Scabbers the rat, Hedwig, the Remembrall—such that it resembles a series of home shopping advertisements with unusually high production values. It is this railroading of the film's narrative into opportunities for consumerist display which leads film critic Cynthia Fuchs to dub the Diagon Alley shopping scene "the film's cagiest moment, at once a familiar activity for school kid viewers and an apt metaphor for what this movie is all about—consumption, of everything in sight." More telling than the normalising of shopping as filmic activity in Harry Potter and the Philosopher's Stone is the eclipse of the book's checks on commodity fetishism: its very British sensitivity to class snubs for the large and impecunious Weasley family; the puzzled contempt Hogwarts initiates display for Muggle money; the gentle ribbing at children's obsession with branded sports goods. The casual browser in the Warner Bros store confronted with a plastic, light-up version of the Nimbus 2000 Quidditch broomstick understands that even the most avid authorial commitment to delimiting spin-off merchandise can try the media conglomerate's hand only so far. Constructing the Harry Potter Franchise The film Harry Potter and the Philosopher's Stone constitutes the indispensable brand anchor for AOL-TW's intricate publicity and sales strategy around Harry Potter. Because content recycling within global media conglomerates is increasingly lead by film studio divisions, the opening weekend box office taking for a brand-anchoring film is crucial to the success of the broader franchise and, by extension, to the corporation as a whole. Critic Thomas Schatz's observation that the film's opening serves as "the "launch site" for its franchise development, establishing its value in all other media markets" (83) highlights the precariousness of such multi-party financial investment all hinging upon first weekend takings. The fact that Harry Potter and the Philosopher's Stone broke (then standing) box office records with its 16 November 2001 three-day weekend openings in the US and the UK, garnering US$93.2m and GBP16m respectively, constituted the crucial first stage in AOL-TW's brand strategy (Collins 9; Fierman and Jensen 26). But it formed only an initial phase, as subsequent content recycling and cross-promotion was then structured to radiate outwards from this commercial epicentre. Three categories of recycled AOL-TW Harry Potter content are discernible, although they are frequently overlapping and not necessarily sequential. The first category, most closely tied to the film itself, are instances of reused digital content, specifically in the advance publicity trailer viewable on the official website, and downloads of movie clips, film stills and music samples from the film and its soundtrack.4 Secondly, at one remove from the film itself, is AOL-TW's licensing of film "characters, names and related indicia" to secondary manufacturers, creating tie-in merchandise designed to cross-promote the Harry Potter brand and stoke consumer investment (both emotional and financial) in the phenomenon.5 This campaign phase was itself tactically designed with two waves of merchandising release: a September 2000 launch of book-related merchandise (with no use of film-related Harry Potter indicia permitted); and a second, better selling February 2001 release of ancillary products sporting Harry Potter film logos and visual branding which coincided with and reinforced the marketing push specifically around the film's forthcoming release (Sherber 55; Siegel, "From Hype" 24; Lyman and Barnes C1; Martin 5). Finally, and most crucial to the long-term strategy of the parent conglomerate, Harry Potter branding was used to drive consumer take up of AOL-TW products not generally associated with the Harry Potter brand, as a means of luring consumers out of their established technological or informational comfort zones. Hence, the official Harry Potter website is laced with far from accidental offers to trial Internet service provider AOL; TimeWarner magazines Entertainment Weekly, People, and Time ran extensive taster stories about the film and its loyal fan culture (Jensen 56-57; Fierman and Jensen 26-28; "Magic Kingdom" 132-36; Corliss 136; Dickinson 115); AOL-TW's Moviefone bookings service advertised pre-release Harry Potter tickets on its website; and Warner Bros Movie World theme park on the Gold Coast in Australia heavily promoted its Harry Potter Movie Magic Experience. Investment in a content brand on the scale of AOL-TW's outlay of US$1.4m for Harry Potter must not only drive substantial business across every platform of the converged media conglomerate by providing premium content (Grover 66). It must, crucially for the long run, also drive take up and on-going subscriptions to the delivery services owned by the parent corporation. Energising such all-encompassing strategising is the corporate nirvana of seamless synergy: between content and distribution; between the Harry Potter and AOL-TW brands; between conglomerate and consumer. Notes 1. The film, like the first of J.K. Rowling's books, is titled Harry Potter and the Sorcerer's Stone in the "metaphysics-averse" US ("Harry Potter" 61). 2. Publishing statistics sourced from Horn and Jones (59), Manelis (110) and Bloomsbury Publishing's Harry Potter website: http://www.bloomsburymagazine.com/harryp.... 3. Interestingly, Disney tangentially acknowledged the extent to which AOL-TW has appropriated Disney's own content recycling strategies. In a film trailer for the Pixar/Disney animated collaboration Monsters, Inc. which screened in Australia and the US before Harry Potter sessions, two monsters play a game of charades to which the answer is transparently "Harry Potter." In the way of such homages from one media giant to another, it nevertheless subtly directs the audience to the Disney product screening in an adjacent cinema. 4. The official Harry Potter film website is http://harrypotter.warnerbros.com. The official site for the soundtrack to Harry Potter and the Philosopher's/Sorcerer's Stone is: http://www.harrypottersoundtrack.com. 5. J.K. Rowling." A page and a half of non-negotiable "Harry Potter Terms of Use" further spells out prohibitions on use or modification of site content without the explicit (and unlikely) consent of AOL-TW (refer: http://harrypotter.warnerbros.com/cmp/te...). References "AOL losses 'sort of a deep disappointment'." Weekend Australian 18-19 May 2002: 35. Auletta, Ken. "Leviathan." New Yorker 29 Oct. 2001: 50-56, 58-61. Collins, Luke. "Harry Potter's Magical $178m Opening." Australian Financial Review 20 Nov. 2001: 9. Corliss, Richard. "Wizardry without Magic." Time 19 Nov. 2001: 136. Dickinson, Amy. "Why Movies make Readers." Time 10 Dec. 2001: 115. Fierman, Daniel, and Jeff Jensen. "Potter of Gold: J.K. Rowling's Beloved Wiz Kid hits Screensand Breaks Records." Entertainment Weekly 30 Nov. 2001: 26-28. Fuchs, Cynthia. "The Harry Hype." PopPolitics.com 19 Nov. 2001: n.pag. Online. Internet. 8 Mar. 2002. Available <http://www.poppolitics.com/articles/2001-11-19-harry.shtml>. Goldberg, Andy. "Time Will Tell." Sydney Morning Herald 27-28 Apr. 2002: 23. Grover, Ronald. "Harry Potter and the Marketer's Millstone." Business Week 15 Oct. 2001: 66. Harry Potter and the Philosopher's Stone. Dir. Chris Columbus. Screenplay by Steve Kloves. Warner Bros, 2001. "Harry Potter and the Synergy Test." Economist 10 Nov. 2001: 61-62. Herman, Edward S., and Robert W. McChesney. The Global Media: The New Missionaries of Corporate Capitalism. London: Cassell, 1997. Horn, John, and Malcolm Jones. "The Bubble with Harry." The Bulletin/Newsweek 13 Nov. 2001: 58-59. Jensen, Jeff. "Holiday Movie Preview: Potter's Field." Entertainment Weekly 16 Nov. 2001: 56-57. Klein, Naomi. "Naomi KleinNo Logo." The Media Report. ABC Radio National webtranscript. Broadcast in Sydney, 17 Jan. 2002. Online. Internet. 19 Feb. 2002. Available <http://www.abc.net.au/rn/talks/8:30/mediarpt/stories/s445871.htm>. Lyman, Rick, and Julian E. Barnes. "The Toy War for Holiday Movies is a Battle Among 3 Heavyweights." New York Times 12 Nov. 2001: C1. "Magic Kingdom." People Weekly 14 Jan. 2002: 132-36. Manelis, Michele. "Potter Gold." Bulletin 27 Nov. 2001: 110-11. Martin, Peter. "Rowling Stock." Weekend Australian 24-25 Nov. 2001: Review, 1, 4-5. Pulley, Brett. "Morning After." Forbes 7 Feb. 2000: 54-56. Rowling, J.K. Harry Potter and the Philosopher's Stone. London: Bloomsbury, 1997. Schatz, Thomas. "The Return of the Hollywood Studio System." Conglomerates and the Media. Erik Barnouw et al. New York: New Press, 1997. 73-106. Sherber, Anne. "Licensing 2000 Showcases Harry Potter, Rudolph for Kids." Billboard 8 Jul. 2000: 55. Siegel, Seth M. "Toys & Movies: Always? Never? Sometimes!" Brandweek 12 Feb. 2001: 19. ---. "From Hype to Hope." Brandweek 11 Jun. 2001: 24. Traiman, Steve. "Harry Potter, Powerpuff Girls on A-list at Licensing 2000." Billboard 1 Jul. 2000: 51, 53. "Welcome to the 21st Century." Business Week 24 Jan. 2000: 32-34, 36-38. Links http://www.bloomsburymagazine.com/harrypotter/muggles http://www.harrypottersoundtrack.com http://harrypotter.warnerbros.com http://www.poppolitics.com/articles/2001-11-19-harry.shtml http://www.abc.net.au/rn/talks/8:30/mediarpt/stories/s445871.htm http://harrypotter.warnerbros.com/cmp/terms.html Citation reference for this article MLA Style Murray, Simone. "Harry Potter, Inc." M/C: A Journal of Media and Culture 5.4 (2002). [your date of access] < http://www.media-culture.org.au/mc/0208/recycling.php>. Chicago Style Murray, Simone, "Harry Potter, Inc." M/C: A Journal of Media and Culture 5, no. 4 (2002), < http://www.media-culture.org.au/mc/0208/recycling.php> ([your date of access]). APA Style Murray, Simone. (2002) Harry Potter, Inc.. M/C: A Journal of Media and Culture 5(4). < http://www.media-culture.org.au/mc/0208/recycling.php> ([your date of access]).

According to Oscar Wilde, the problem with socialism was that it took up too many evenings. Wilde’s aphorism alludes to a major issue that bedevils all attempts to influence the public sphere: the fact that public activities encroach unduly on citizens’ valuable time. In the 21st century, the dilemma of how to deal with “too many evenings” is one that many citizen journalists face as they give their own time to public pursuits. This paper will look at the development of the public citizen and what it means to be a citizen journalist with reference to some of the writer’s own experiences in the field. The paper will conclude with an examination of future possibilities. While large media companies change their change their focus from traditional news values, citizen journalism can play a stronger role in public life as long as it grasps some of the opportunities that are available. There are substantial compensations available to citizen journalists for the problems presented by Wilde’s evenings. The quote from Wilde is borrowed from Albert Hirschman’s Shifting Involvements, which among other things, is an examination of the disappointments of public action. Hirschman noted how it was a common experience for beginners who engage in public action to find that takes up more time than expected (96). As public activity encroaches not only on time devoted to private consumption but also on to the time devoted to the production of income, it can become a costly pursuit which may cause a sharp reaction against the “practice of citizenship” (Hirschman 97). Yet the more stimuli about politics people receive, the greater the likelihood is they will participate in politics and the greater the depth of their participation (Milbrath & Goel 35). People with a positive attraction to politics are more likely to receive stimuli about politics and participate more (Milbrath & Goel 36). Active citizenship, it seems, has its own feedback loops. An active citizenry is not a new idea. The concepts of citizen and citizenship emerged from the sophisticated polity established in the Greek city states about 2,500 years ago. The status of a citizen signified that the individual had the right to full membership of, and participation in, an independent political society (Batrouney & Goldlust 24). In later eras that society could be defined as a kingdom, an empire, or a nation state. The conditions for a bourgeois public sphere were created in the 13th century as capitalists in European city states created a traffic in commodities and news (Habermas 15). A true public sphere emerged in the 17th century with the rise of the English coffee houses and French salons where people had the freedom to express opinions regardless of their social status (Habermas 36). In 1848, France held the first election under universal direct suffrage (for males) and the contemporary slogan was that “universal suffrage closes the era of revolutions” (Hirschman 113). Out of this heady optimism, the late 19th century ushered in the era of the “informed citizen” as voting changed from a social and public duty to a private right – a civic obligation enforceable only by private conscience (Schudson). These concepts live on in the modern idea that the model voter is considered to be a citizen vested with the ability to understand the consequences of his or her choice (Menand 1). The internet is a new knowledge space which offers an alternative reading of the citizen. In Pierre Lévy’s vision of cyberculture, identity is no longer a function of belonging, it is “distributed and nomadic” (Ross & Nightingale 149). The Internet has diffused widely and is increasingly central to everyday life as a place where people go to get information (Dutton 10). Journalism initially prospered on an information scarcity factor however the technology of the Internet has created an information rich society (Tapsall & Varley 18). But research suggests that online discussions do not promote consensus, are short-lived with little impact and end up turning into “dialogues of the deaf” (Nguyen 148). The easy online publishing environment is a fertile ground for rumours, hoaxes and cheating games to circulate which risk turning the public sphere into a chaotic and anarchic space (Nguyen 148). The stereotypical blogger is pejoratively dismissed as “pajama-clad” (Papandrea 516) connoting a sense of disrespect for the proper transmission of ideas. Nevertheless the Internet offers powerful tools for collaboration that is opening up many everyday institutions to greater social accountability (Dutton 3). Recent research by the 2007 Digital Futures project shows 65 percent of respondents consider the Internet “to be a very important or extremely important source of information” (Cowden 76). By 2006, Roy Morgan was reporting that three million Australians were visiting online news site each month (Cowden.76). Crikey.com.au, Australia’s first online-only news outlet, has become a significant independent player in the Australia mediascape claiming over 5,000 subscribers by 2005 with three times as many non-paying “squatters” reading its daily email (Devine 50). Online Opinion has a similar number of subscribers and was receiving 750,000 page views a month by 2005 (National Forum). Both Crikey.com.au and Online Opinion have made moves towards public journalism in an attempt to provide ordinary people access to the public sphere. As professional journalists lose their connection with the public, bloggers are able to fill the public journalism niche (Simons, Content Makers 208). At their best, blogs can offer a “more broad-based, democratic involvement of citizens in the issues that matter to them” (Bruns 7). The research of University of North Carolina journalism professor Philip Meyer showed that cities and towns with public journalism-oriented newspapers led to a better educated local public (Simons, Content Makers 211). Meyer’s idea of good public journalism has six defining elements: a) the need to define a community’s sense of itself b) devotion of time to issues that demand community attention c) devotion of depth to the issues d) more attention to the middle ground e) a preference for substance over tactics and f) encouraging reciprocal understanding (Meyer 1). The objective of public journalism is to foster a greater sense of connection between the community and the media. It can mean journalists using ordinary people as sources and also ordinary people acting as journalists. Jay Rosen proposed a new model based on journalism as conversation (Simons, Content Makers 209). He believes the technology has now overtaken the public journalism movement (Simons, Content Makers 213). His own experiments at pro-am Internet open at assignment.net have had mixed results. His conclusion was that it wasn’t easy for people working voluntarily on the Internet to report on big stories together nor had they “unlocked” the secret of successful pro-am methods (Rosen). Nevertheless, the people formerly known as the audience, as Rosen called them, have seized the agenda. The barriers to entry into journalism have disappeared. Blogging has made Web publishing easy and the social networks are even more user friendly. The problem today is not getting published but finding an audience. And as the audience fragments, the issue will become finding a niche. One such niche is local political activism. The 2007 Australian federal election saw many online sites actively promoting citizen journalism. Most prominent was Youdecide2007 at Queensland University of Technology, funded by the Australian Research Council (ARC) in partnership with SBS, Online Opinion and the Brisbane Institute. Site co-editor Graham Young said the site’s aim was to use citizen journalists to report on their own electorates to fill the gap left by fewer journalists on the ground, especially in less populated areas (Young). While the site’s stated aim was to provide a forum for a seat-by-seat coverage and provide “a new perspective on national politics” (Youdecide2007), the end result was significantly skewed by the fact that the professional editorial team was based in Brisbane. Youdecide2007 published 96 articles in its news archive of which 59 could be identified as having a state-based focus. Figure 1 shows 62.7% of these state-based stories were about Queensland. Figure 1: Youdecide2007 news stories identifiable by state (note: national stories are omitted from this table): State Total no. of stories %age Qld 37 62.7 NSW 8 13.6 Vic 6 10.2 WA 3 5.1 Tas 2 3.4 ACT 2 3.4 SA 1 1.6 Modern election campaigns are characterised by a complex and increasingly fragmented news environment and the new media are rapidly adding another layer of complexity to the mix (Norris et al. 11-12). The slick management of national campaigns are is counter-productive to useful citizen journalism. According to Matthew Clayfield from the citizen journalism site electionTracker.net, “there are very few open events which ordinary people could cover in a way that could be described as citizen journalism” (qtd. in Hills 2007). Similar to other systems, the Australian campaign communication empowers the political leaders and media owners at the expense of ordinary party members and citizens (Warhurst 135). However the slick modern national “on message” campaign has not totally replaced old-style local activity. Although the national campaign has superimposed upon the local one and displaced it from the focus of attention, local candidates must still communicate their party policies in the electorate (Warhurst 113). Citizen journalists are ideally placed to harness this local communication. A grassroots approach is encapsulated in the words of Dan Gillmor who said “every reporter should realise that, collectively, the readers know more than they do about what they write about” (qtd. in Quinn & Quinn-Allan 66). With this in mind, I set out my own stall in citizen journalism for the 2007 Australian federal election with two personal goals: to interview all my local federal Lower House candidates and to attend as many public election meetings as possible. As a result, I wrote 19 election articles in the two months prior to the election. This consisted of 9 news items, 6 candidate interviews and 4 reports of public meetings. All the local candidates except one agreed to be interviewed. The local Liberal candidate refused to be interviewed despite repeated requests. There was no reason offered, just a continual ignoring of requests. Liberal candidates were also noticeably absent from most candidate forums I attended. This pattern of non-communicative behaviour was observed elsewhere (Bartlett, Wilson). I tried to turn this to my advantage by turning their refusal to talk into a story itself. For those that were prepared to talk, I set the expectation that the entire interview would be on the record and would be edited and published on my blog site. As a result, all candidates asked for a list of questions in advance which I supplied. Because politicians devote considerable energy and financial resources to ensure the information they impart to citizens has an appropriate ‘spin’ on it, (Negrine 10) I reserved the right to ask follow-up questions on any of their answers that required clarification. For the interviews themselves, I followed the advice of Spradley’s principle by starting with a conscious attitude of near-total ignorance, not writing the story in advance, and attempting to be descriptive, incisive, investigative and critical (Alia 100). After I posted the results of the interview, I sent a link to each of the respondents offering them a chance to clarify or correct any inaccuracies in the interview statements. Defamation skirts the boundary between free speech and reputation (Pearson 159) and a good working knowledge of the way defamation law affects journalists (citizen or otherwise) is crucial, particularly in dealing with public figures. This was an important consideration for some of the lesser known candidates as Google searches on their names brought my articles up within the top 20 results for each of the Democrat, Green and Liberal Democratic Party candidates I interviewed. None of the public meetings I attended were covered in the mainstream media. These meetings are the type of news Jan Schaffer of University of Maryland’s J-Lab saw as an ecological niche for citizen journalists to “create opportunities for citizens to get informed and inform others about micro-news that falls under the radar of news organisations who don’t have the resources” (Schaffer in Glaser). As Mark Bahnisch points out, Brisbane had three daily newspapers and a daily state based 7.30 Report twenty years ago which contrasts with the situation now where there’s no effective state parliamentary press gallery and little coverage of local politics at all (“State of Political Blogging”). Brisbane’s situation is not unique and the gaps are there to be exploited by new players. While the high cost of market entry renders the “central square” of the public sphere inaccessible to new players (Curran 128) the ease of Web access has given the citizen journalists the chance to roam its back alleys. However even if they fill the voids left by departing news organisations, there will still be a large hole in the mediascape. No one will be doing the hardhitting investigative journalism. This gritty work requires great resources and often years of time. The final product of investigative journalism is often complicated to read, unentertaining and inconclusive (Bower in Negrine 13). Margaret Simons says that journalism is a skill that involves the ability to find things out. She says the challenge of the future will be to marry the strengths of the newsroom and the dirty work of investigative journalism with the power of the conversation of blogs (“Politics and the Internet”). One possibility is raised by the Danish project Scoop. They offer financial support to individual journalists who have good ideas for investigative journalism. Founded by the Danish Association for Investigative Journalism and funded by the Danish Foreign Ministry, Scoop supports media projects across the world with the only proviso being that a journalist has to have an agreement with an editor to publish the resulting story (ABC Media Report). But even without financial support, citizens have the ability to perform rudimentary investigative journalism. The primary tool of investigative journalism is the interview (McIlwane & Bowman 260). While an interview can be arranged by anyone with access to a telephone or e-mail, it should not be underestimated how difficult a skill interviewing is. According to American journalist John Brady, the science of journalistic interviewing aims to gain two things, trust and information (Brady in White 75). In the interviews I did with politicians during the federal election, I found that getting past the “spin” of the party line to get genuine information was the toughest part of the task. There is also a considerable amount of information in the public domain which is rarely explored by reporters (Negrine 23). Knowing how to make use of this information will become a critical success factor for citizen journalists. Corporate journalists use databases such as Lexis/Nexis and Factiva to gain background information, a facility unavailable to most citizen journalists unless they are either have access through a learning institution or are prepared to pay a premium for the information. While large corporate vendors supply highly specialised information, amateurs can play a greater role in the creation and transmission of local news. According to G. Stuart Adam, journalism contains four basic elements: reporting, judging, a public voice and the here and now (13). Citizen journalism is capable of meeting all four criteria. The likelihood is that the future of communications will belong to the centralised corporations on one hand and the unsupervised amateur on the other (Bird 36). Whether the motive to continue is payment or empowerment, the challenge for citizen journalists is to advance beyond the initial success of tactical actions towards the establishment as a serious political and media alternative (Bruns 19). Nguyen et al.’s uses and gratification research project suggests there is a still a long way to go in Australia. While they found widespread diffusion of online news, the vast majority of users (78%) were still getting their news from newspaper Websites (Nguyen et al. 13). The research corroborates Mark Bahnisch’s view that “most Australians have not heard of blogs and only a tiny minority reads them (quoted in Simons, Content Makers 219). The Australian blogosphere still waits for its defining Swiftboat incident or Rathergate to announce its arrival. But Bahnisch doesn’t necessarily believe this is a good evolutionary strategy anyway. Here it is becoming more a conversation than a platform “with its own niche and its own value” (Bahnisch, “This Is Not America”). As far as my own experiments go, the citizen journalism reports I wrote gave me no financial reward but plenty of other compensations that made the experience richly rewarding. It was important to bring otherwise neglected ideas, stories and personalities into the public domain and the reports helped me make valuable connections with public-minded members of my local community. They were also useful practice to hone interview techniques and political writing skills. Finally the exercise raised my own public profile as several of my entries were picked up or hyperlinked by other citizen journalism sites and blogs. 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Bahnisch, M. “The State of Political Blogging.” Larvatus Prodeo 2007. 17 Feb. 2008 http://larvatusprodeo.net/2007/09/30/the-state-of-political-blogging/>. Bartlett, A. “Leaders Debate.” The Bartlett Diaries 2007. 19 Feb. 2008 http://andrewbartlett.com/blog/?p=1767>. Batrouney, T., and J. Goldlust. Unravelling Identity: Immigrants, Identity and Citizenship in Australia. Melbourne: Common Ground, 2005. Bird, R. “News in the Global Village.” The End of the News. Toronto: Irwin Publishing, 2005. Bruns, A. “News Blogs and Citizen Journalism: New Directions for e-Journalism.” In K. Prasad (ed.), E-Journalism: New Directions in Electronic News Media. New Delhi: BR Publishing, 2008. 2 Feb. 2008 http://snurb.info/files/News%20Blogs%20and%20Citizen%20Journalism.pdf>. Cowden, G. “Online News: Patterns, Participation and Personalisation.” Australian Journalism Review 29.1 (July 2007). Curran, J. “Rethinking Media and Democracy.” In J. Curran and M. Gurevitch (eds.), Mass Media and Society. 3rd ed. London: Arnold, 2000. Devine, F. “Curse of the Blog.” Quadrant 49.3 (Mar. 2005). Dutton, W. Through the Network (of Networks) – The Fifth Estate. Oxford Internet Institute, 2007. 6 April 2007 http://people.oii.ox.ac.uk/dutton/wp-content/uploads/2007/10/ 5th-estate-lecture-text.pdf>. Glaser, M. “The New Voices: Hyperlocal Citizen’s Media Sites Want You (to Write!).” Online Journalism Review 2004. 16 Feb. 2008 http://ojr.org/ojr/glaser/1098833871.php>. Habermas, J. The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society. Cambridge: Polity Press, 1989 [1962]. Hills, R. “Citizen Journos Turning Inwards.” The Age 18 Nov. 2007. 17 Feb. 2008 http://www.theage.com.au/news/federal-election-2007-news/citizen-journos- turning-inwards/2007/11/17/1194767024688.html>. Hirschman, A, Shifting Involvements: Private Interest and Public Action. Princeton, NJ: Princeton UP, 1982. Hunter, C. “The Internet and the Public Sphere: Revitalization or Decay?” Virginia Journal of Communication 12 (2000): 93-127. Killenberg, G., and R. Dardenne. “Instruction in News Reporting as Community Focused Journalism.” Journalism & Mass Communication Educator 52.1 (Spring 1997). McIlwane, S., and L. Bowman. “Interviewing Techniques.” In S. Tanner (ed.), Journalism: Investigation and Research. Sydney: Longman, 2002. Menand, L. “The Unpolitical Animal: How Political Science Understands Voters.” The New Yorker 30 Aug. 2004. 17 Feb. 2008 http://www.newyorker.com/archive/2004/08/30/040830crat_atlarge>. Meyer, P. Public Journalism and the Problem of Objectivity. 1995. 16 Feb. 2008 http://www.unc.edu/%7Epmeyer/ire95pj.htm>. Milbrath, L., and M. Goel. Political Participation: How and Why Do People Get Involved in Politics? Chicago: Rand McNally M, 1975. National Forum. “Annual Report 2005.” 6 April 2008 http://www.onlineopinion.com.au/documents/reports/ annual_report_to_agm_2005.pdf>. Negrine, R. The Communication of Politics. London: Sage, 1996. Nguyen, A. “Journalism in the Wake of Participatory Publishing.” Australian Journalism Review 28.1 (July 2006). Nguyen, A., E. Ferrier, M. Western, and S. McKay. “Online News in Australia: Patterns of Use and Gratification.” Australian Studies in Journalism 15 (2005). Norris, P., J. Curtice, D. Sanders, M. Scammell, and H. Setemko. On Message: Communicating the Campaign. London: Sage, 1999. Papandrea, M. “Citizen Journalism and the Reporter’s Privilege.” Minnesota Law Review 91 (2007). Pearson, M. The Journalist’s Guide to Media Law. 2nd ed. Sydney: Allen & Unwin, 2004. Quinn, S., and D. Quinn-Allan. “User-Generated Content and the Changing News Cycle.” Australian Journalism Review 28.1 (July 2006). Rosen, J. “Assignment Zero: Can Crowds Create Fiction, Architecture and Photography?” Wired 2007. 6 April 2008 http://www.wired.com/techbiz/media/news/2007/07/assignment_zero_all>. Ross, K., and V. Nightingale. Media Audiences: New Perspectives. Maidenhead, Berkshire: Open UP, 2003. Schaffer, J. “Citizens Media: Has It Reached a Tipping Point.” Nieman Reports 59.4 (Winter 2005). Schudson, M. Good Citizens and Bad History: Today’s Political Ideals in Historical Perspective. 1999. 17 Feb. 2008 http://www.mtsu.edu/~seig/paper_m_schudson.html>. Simons, M. The Content Makers. Melbourne: Penguin, 2007. Simons, M. “Politics and the Internet.” Keynote speech at the Brisbane Writers’ Festival, 14 Sep. 2007. Tapsall, S., and C. Varley (eds.). Journalism: Theory in Practice. South Melbourne: Oxford UP, 2001. Warhurst, J. “Campaign Communications in Australia.” In F. Fletcher (ed.), Media, Elections and Democracy, Toronto: Dundurn Press, 1991. White, S. Reporting in Australia. 2nd ed. Melbourne: MacMillan, 2005. Wilson, J. “Who’s Afraid of the Big Bad Electorate.” Youdecide2007 2007. 19 Feb. 2008 http://www.youdecide2007.org/content/view/283/101/>. Young, G. “Citizen Journalism.” Presentation at the Australian Blogging Conference, 28 Sep. 2007. Citation reference for this article MLA Style Barry, Derek. "Wilde’s Evenings: The Rewards of Citizen Journalism." M/C Journal 10.6/11.1 (2008). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0804/09-barry.php>. APA Style Barry, D. (Apr. 2008) "Wilde’s Evenings: The Rewards of Citizen Journalism," M/C Journal, 10(6)/11(1). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0804/09-barry.php>.

According to Oscar Wilde, the problem with socialism was that it took up too many evenings. Wilde’s aphorism alludes to a major issue that bedevils all attempts to influence the public sphere: the fact that public activities encroach unduly on citizens’ valuable time. In the 21st century, the dilemma of how to deal with “too many evenings” is one that many citizen journalists face as they give their own time to public pursuits. This paper will look at the development of the public citizen and what it means to be a citizen journalist with reference to some of the writer’s own experiences in the field. The paper will conclude with an examination of future possibilities. While large media companies change their change their focus from traditional news values, citizen journalism can play a stronger role in public life as long as it grasps some of the opportunities that are available. There are substantial compensations available to citizen journalists for the problems presented by Wilde’s evenings. The quote from Wilde is borrowed from Albert Hirschman’s Shifting Involvements, which among other things, is an examination of the disappointments of public action. Hirschman noted how it was a common experience for beginners who engage in public action to find that takes up more time than expected (96). As public activity encroaches not only on time devoted to private consumption but also on to the time devoted to the production of income, it can become a costly pursuit which may cause a sharp reaction against the “practice of citizenship” (Hirschman 97). Yet the more stimuli about politics people receive, the greater the likelihood is they will participate in politics and the greater the depth of their participation (Milbrath & Goel 35). People with a positive attraction to politics are more likely to receive stimuli about politics and participate more (Milbrath & Goel 36). Active citizenship, it seems, has its own feedback loops. An active citizenry is not a new idea. The concepts of citizen and citizenship emerged from the sophisticated polity established in the Greek city states about 2,500 years ago. The status of a citizen signified that the individual had the right to full membership of, and participation in, an independent political society (Batrouney & Goldlust 24). In later eras that society could be defined as a kingdom, an empire, or a nation state. The conditions for a bourgeois public sphere were created in the 13th century as capitalists in European city states created a traffic in commodities and news (Habermas 15). A true public sphere emerged in the 17th century with the rise of the English coffee houses and French salons where people had the freedom to express opinions regardless of their social status (Habermas 36). In 1848, France held the first election under universal direct suffrage (for males) and the contemporary slogan was that “universal suffrage closes the era of revolutions” (Hirschman 113). Out of this heady optimism, the late 19th century ushered in the era of the “informed citizen” as voting changed from a social and public duty to a private right – a civic obligation enforceable only by private conscience (Schudson). These concepts live on in the modern idea that the model voter is considered to be a citizen vested with the ability to understand the consequences of his or her choice (Menand 1). The internet is a new knowledge space which offers an alternative reading of the citizen. In Pierre Lévy’s vision of cyberculture, identity is no longer a function of belonging, it is “distributed and nomadic” (Ross & Nightingale 149). The Internet has diffused widely and is increasingly central to everyday life as a place where people go to get information (Dutton 10). Journalism initially prospered on an information scarcity factor however the technology of the Internet has created an information rich society (Tapsall & Varley 18). But research suggests that online discussions do not promote consensus, are short-lived with little impact and end up turning into “dialogues of the deaf” (Nguyen 148). The easy online publishing environment is a fertile ground for rumours, hoaxes and cheating games to circulate which risk turning the public sphere into a chaotic and anarchic space (Nguyen 148). The stereotypical blogger is pejoratively dismissed as “pajama-clad” (Papandrea 516) connoting a sense of disrespect for the proper transmission of ideas. Nevertheless the Internet offers powerful tools for collaboration that is opening up many everyday institutions to greater social accountability (Dutton 3). Recent research by the 2007 Digital Futures project shows 65 percent of respondents consider the Internet “to be a very important or extremely important source of information” (Cowden 76). By 2006, Roy Morgan was reporting that three million Australians were visiting online news site each month (Cowden.76). Crikey.com.au, Australia’s first online-only news outlet, has become a significant independent player in the Australia mediascape claiming over 5,000 subscribers by 2005 with three times as many non-paying “squatters” reading its daily email (Devine 50). Online Opinion has a similar number of subscribers and was receiving 750,000 page views a month by 2005 (National Forum). Both Crikey.com.au and Online Opinion have made moves towards public journalism in an attempt to provide ordinary people access to the public sphere. As professional journalists lose their connection with the public, bloggers are able to fill the public journalism niche (Simons, Content Makers 208). At their best, blogs can offer a “more broad-based, democratic involvement of citizens in the issues that matter to them” (Bruns 7). The research of University of North Carolina journalism professor Philip Meyer showed that cities and towns with public journalism-oriented newspapers led to a better educated local public (Simons, Content Makers 211). Meyer’s idea of good public journalism has six defining elements: a) the need to define a community’s sense of itself b) devotion of time to issues that demand community attention c) devotion of depth to the issues d) more attention to the middle ground e) a preference for substance over tactics and f) encouraging reciprocal understanding (Meyer 1). The objective of public journalism is to foster a greater sense of connection between the community and the media. It can mean journalists using ordinary people as sources and also ordinary people acting as journalists. Jay Rosen proposed a new model based on journalism as conversation (Simons, Content Makers 209). He believes the technology has now overtaken the public journalism movement (Simons, Content Makers 213). His own experiments at pro-am Internet open at assignment.net have had mixed results. His conclusion was that it wasn’t easy for people working voluntarily on the Internet to report on big stories together nor had they “unlocked” the secret of successful pro-am methods (Rosen). Nevertheless, the people formerly known as the audience, as Rosen called them, have seized the agenda. The barriers to entry into journalism have disappeared. Blogging has made Web publishing easy and the social networks are even more user friendly. The problem today is not getting published but finding an audience. And as the audience fragments, the issue will become finding a niche. One such niche is local political activism. The 2007 Australian federal election saw many online sites actively promoting citizen journalism. Most prominent was Youdecide2007 at Queensland University of Technology, funded by the Australian Research Council (ARC) in partnership with SBS, Online Opinion and the Brisbane Institute. Site co-editor Graham Young said the site’s aim was to use citizen journalists to report on their own electorates to fill the gap left by fewer journalists on the ground, especially in less populated areas (Young). While the site’s stated aim was to provide a forum for a seat-by-seat coverage and provide “a new perspective on national politics” (Youdecide2007), the end result was significantly skewed by the fact that the professional editorial team was based in Brisbane. Youdecide2007 published 96 articles in its news archive of which 59 could be identified as having a state-based focus. Figure 1 shows 62.7% of these state-based stories were about Queensland. Figure 1: Youdecide2007 news stories identifiable by state (note: national stories are omitted from this table): State Total no. of stories %age Qld 37 62.7 NSW 8 13.6 Vic 6 10.2 WA 3 5.1 Tas 2 3.4 ACT 2 3.4 SA 1 1.6 Modern election campaigns are characterised by a complex and increasingly fragmented news environment and the new media are rapidly adding another layer of complexity to the mix (Norris et al. 11-12). The slick management of national campaigns are is counter-productive to useful citizen journalism. According to Matthew Clayfield from the citizen journalism site electionTracker.net, “there are very few open events which ordinary people could cover in a way that could be described as citizen journalism” (qtd. in Hills 2007). Similar to other systems, the Australian campaign communication empowers the political leaders and media owners at the expense of ordinary party members and citizens (Warhurst 135). However the slick modern national “on message” campaign has not totally replaced old-style local activity. Although the national campaign has superimposed upon the local one and displaced it from the focus of attention, local candidates must still communicate their party policies in the electorate (Warhurst 113). Citizen journalists are ideally placed to harness this local communication. A grassroots approach is encapsulated in the words of Dan Gillmor who said “every reporter should realise that, collectively, the readers know more than they do about what they write about” (qtd. in Quinn & Quinn-Allan 66). With this in mind, I set out my own stall in citizen journalism for the 2007 Australian federal election with two personal goals: to interview all my local federal Lower House candidates and to attend as many public election meetings as possible. As a result, I wrote 19 election articles in the two months prior to the election. This consisted of 9 news items, 6 candidate interviews and 4 reports of public meetings. All the local candidates except one agreed to be interviewed. The local Liberal candidate refused to be interviewed despite repeated requests. There was no reason offered, just a continual ignoring of requests. Liberal candidates were also noticeably absent from most candidate forums I attended. This pattern of non-communicative behaviour was observed elsewhere (Bartlett, Wilson). I tried to turn this to my advantage by turning their refusal to talk into a story itself. For those that were prepared to talk, I set the expectation that the entire interview would be on the record and would be edited and published on my blog site. As a result, all candidates asked for a list of questions in advance which I supplied. Because politicians devote considerable energy and financial resources to ensure the information they impart to citizens has an appropriate ‘spin’ on it, (Negrine 10) I reserved the right to ask follow-up questions on any of their answers that required clarification. For the interviews themselves, I followed the advice of Spradley’s principle by starting with a conscious attitude of near-total ignorance, not writing the story in advance, and attempting to be descriptive, incisive, investigative and critical (Alia 100). After I posted the results of the interview, I sent a link to each of the respondents offering them a chance to clarify or correct any inaccuracies in the interview statements. Defamation skirts the boundary between free speech and reputation (Pearson 159) and a good working knowledge of the way defamation law affects journalists (citizen or otherwise) is crucial, particularly in dealing with public figures. This was an important consideration for some of the lesser known candidates as Google searches on their names brought my articles up within the top 20 results for each of the Democrat, Green and Liberal Democratic Party candidates I interviewed. None of the public meetings I attended were covered in the mainstream media. These meetings are the type of news Jan Schaffer of University of Maryland’s J-Lab saw as an ecological niche for citizen journalists to “create opportunities for citizens to get informed and inform others about micro-news that falls under the radar of news organisations who don’t have the resources” (Schaffer in Glaser). As Mark Bahnisch points out, Brisbane had three daily newspapers and a daily state based 7.30 Report twenty years ago which contrasts with the situation now where there’s no effective state parliamentary press gallery and little coverage of local politics at all (“State of Political Blogging”). Brisbane’s situation is not unique and the gaps are there to be exploited by new players. While the high cost of market entry renders the “central square” of the public sphere inaccessible to new players (Curran 128) the ease of Web access has given the citizen journalists the chance to roam its back alleys. However even if they fill the voids left by departing news organisations, there will still be a large hole in the mediascape. No one will be doing the hardhitting investigative journalism. This gritty work requires great resources and often years of time. The final product of investigative journalism is often complicated to read, unentertaining and inconclusive (Bower in Negrine 13). Margaret Simons says that journalism is a skill that involves the ability to find things out. She says the challenge of the future will be to marry the strengths of the newsroom and the dirty work of investigative journalism with the power of the conversation of blogs (“Politics and the Internet”). One possibility is raised by the Danish project Scoop. They offer financial support to individual journalists who have good ideas for investigative journalism. Founded by the Danish Association for Investigative Journalism and funded by the Danish Foreign Ministry, Scoop supports media projects across the world with the only proviso being that a journalist has to have an agreement with an editor to publish the resulting story (ABC Media Report). But even without financial support, citizens have the ability to perform rudimentary investigative journalism. The primary tool of investigative journalism is the interview (McIlwane & Bowman 260). While an interview can be arranged by anyone with access to a telephone or e-mail, it should not be underestimated how difficult a skill interviewing is. According to American journalist John Brady, the science of journalistic interviewing aims to gain two things, trust and information (Brady in White 75). In the interviews I did with politicians during the federal election, I found that getting past the “spin” of the party line to get genuine information was the toughest part of the task. There is also a considerable amount of information in the public domain which is rarely explored by reporters (Negrine 23). Knowing how to make use of this information will become a critical success factor for citizen journalists. Corporate journalists use databases such as Lexis/Nexis and Factiva to gain background information, a facility unavailable to most citizen journalists unless they are either have access through a learning institution or are prepared to pay a premium for the information. While large corporate vendors supply highly specialised information, amateurs can play a greater role in the creation and transmission of local news. According to G. Stuart Adam, journalism contains four basic elements: reporting, judging, a public voice and the here and now (13). Citizen journalism is capable of meeting all four criteria. The likelihood is that the future of communications will belong to the centralised corporations on one hand and the unsupervised amateur on the other (Bird 36). Whether the motive to continue is payment or empowerment, the challenge for citizen journalists is to advance beyond the initial success of tactical actions towards the establishment as a serious political and media alternative (Bruns 19). Nguyen et al.’s uses and gratification research project suggests there is a still a long way to go in Australia. While they found widespread diffusion of online news, the vast majority of users (78%) were still getting their news from newspaper Websites (Nguyen et al. 13). The research corroborates Mark Bahnisch’s view that “most Australians have not heard of blogs and only a tiny minority reads them (quoted in Simons, Content Makers 219). The Australian blogosphere still waits for its defining Swiftboat incident or Rathergate to announce its arrival. But Bahnisch doesn’t necessarily believe this is a good evolutionary strategy anyway. Here it is becoming more a conversation than a platform “with its own niche and its own value” (Bahnisch, “This Is Not America”). As far as my own experiments go, the citizen journalism reports I wrote gave me no financial reward but plenty of other compensations that made the experience richly rewarding. It was important to bring otherwise neglected ideas, stories and personalities into the public domain and the reports helped me make valuable connections with public-minded members of my local community. They were also useful practice to hone interview techniques and political writing skills. Finally the exercise raised my own public profile as several of my entries were picked up or hyperlinked by other citizen journalism sites and blogs. Some day, and probably soon, a model will be worked out which will make citizen journalism a worthwhile economic endeavour. In the meantime, we rely on active citizens of the blogosphere to give their evenings freely for the betterment of the public sphere. References ABC Media Report. “Scoop.” 2008. 17 Feb. 2008 < http://www.abc.net.au/rn/mediareport/stories/2008/2151204.htm#transcript >. Adam, G. Notes towards a Definition of Journalism: Understanding an Old Craft as an Art Form. St Petersburg, Fl.: Poynter Institute, 1993. Alia, V. “The Rashomon Principle: The Journalist as Ethnographer.” In V. Alia, B. Brennan, and B. Hoffmaster (eds.), Deadlines and Diversity: Journalism Ethics in a Changing World. Halifax: Fernwood Publishing, 1996. Bahnisch, M. “This Is Not America.” newmatilda.com 2007. 17 Feb. 2008 < http://www.newmatilda.com/2007/10/04/not-america >. Bahnisch, M. “The State of Political Blogging.” Larvatus Prodeo 2007. 17 Feb. 2008 < http://larvatusprodeo.net/2007/09/30/the-state-of-political-blogging/ >. Bartlett, A. “Leaders Debate.” The Bartlett Diaries 2007. 19 Feb. 2008 < http://andrewbartlett.com/blog/?p=1767 >. Batrouney, T., and J. Goldlust. Unravelling Identity: Immigrants, Identity and Citizenship in Australia. Melbourne: Common Ground, 2005. Bird, R. “News in the Global Village.” The End of the News. Toronto: Irwin Publishing, 2005. Bruns, A. “News Blogs and Citizen Journalism: New Directions for e-Journalism.” In K. Prasad (ed.), E-Journalism: New Directions in Electronic News Media. New Delhi: BR Publishing, 2008. 2 Feb. 2008 < http://snurb.info/files/News%20Blogs%20and%20Citizen%20Journalism.pdf >. Cowden, G. “Online News: Patterns, Participation and Personalisation.” Australian Journalism Review 29.1 (July 2007). Curran, J. “Rethinking Media and Democracy.” In J. Curran and M. Gurevitch (eds.), Mass Media and Society. 3rd ed. London: Arnold, 2000. Devine, F. “Curse of the Blog.” Quadrant 49.3 (Mar. 2005). Dutton, W. Through the Network (of Networks) – The Fifth Estate. Oxford Internet Institute, 2007. 6 April 2007 < http://people.oii.ox.ac.uk/dutton/wp-content/uploads/2007/10/ 5th-estate-lecture-text.pdf >. Glaser, M. “The New Voices: Hyperlocal Citizen’s Media Sites Want You (to Write!).” Online Journalism Review 2004. 16 Feb. 2008 < http://ojr.org/ojr/glaser/1098833871.php >. Habermas, J. The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society. Cambridge: Polity Press, 1989 [1962]. Hills, R. “Citizen Journos Turning Inwards.” The Age 18 Nov. 2007. 17 Feb. 2008 < http://www.theage.com.au/news/federal-election-2007-news/citizen-journos- turning-inwards/2007/11/17/1194767024688.html >. Hirschman, A, Shifting Involvements: Private Interest and Public Action. Princeton, NJ: Princeton UP, 1982. Hunter, C. “The Internet and the Public Sphere: Revitalization or Decay?” Virginia Journal of Communication 12 (2000): 93-127. Killenberg, G., and R. Dardenne. “Instruction in News Reporting as Community Focused Journalism.” Journalism & Mass Communication Educator 52.1 (Spring 1997). McIlwane, S., and L. Bowman. “Interviewing Techniques.” In S. Tanner (ed.), Journalism: Investigation and Research. Sydney: Longman, 2002. Menand, L. “The Unpolitical Animal: How Political Science Understands Voters.” The New Yorker 30 Aug. 2004. 17 Feb. 2008 < http://www.newyorker.com/archive/2004/08/30/040830crat_atlarge >. Meyer, P. Public Journalism and the Problem of Objectivity. 1995. 16 Feb. 2008 < http://www.unc.edu/%7Epmeyer/ire95pj.htm >. Milbrath, L., and M. Goel. Political Participation: How and Why Do People Get Involved in Politics? Chicago: Rand McNally M, 1975. National Forum. “Annual Report 2005.” 6 April 2008 < http://www.onlineopinion.com.au/documents/reports/ annual_report_to_agm_2005.pdf >. Negrine, R. The Communication of Politics. London: Sage, 1996. Nguyen, A. “Journalism in the Wake of Participatory Publishing.” Australian Journalism Review 28.1 (July 2006). Nguyen, A., E. Ferrier, M. Western, and S. McKay. “Online News in Australia: Patterns of Use and Gratification.” Australian Studies in Journalism 15 (2005). Norris, P., J. Curtice, D. Sanders, M. Scammell, and H. Setemko. On Message: Communicating the Campaign. London: Sage, 1999. Papandrea, M. “Citizen Journalism and the Reporter’s Privilege.” Minnesota Law Review 91 (2007). Pearson, M. The Journalist’s Guide to Media Law. 2nd ed. Sydney: Allen & Unwin, 2004. Quinn, S., and D. Quinn-Allan. “User-Generated Content and the Changing News Cycle.” Australian Journalism Review 28.1 (July 2006). Rosen, J. “Assignment Zero: Can Crowds Create Fiction, Architecture and Photography?” Wired 2007. 6 April 2008 < http://www.wired.com/techbiz/media/news/2007/07/assignment_zero_all >. Ross, K., and V. Nightingale. Media Audiences: New Perspectives. Maidenhead, Berkshire: Open UP, 2003. Schaffer, J. “Citizens Media: Has It Reached a Tipping Point.” Nieman Reports 59.4 (Winter 2005). Schudson, M. Good Citizens and Bad History: Today’s Political Ideals in Historical Perspective. 1999. 17 Feb. 2008 < http://www.mtsu.edu/~seig/paper_m_schudson.html >. Simons, M. The Content Makers. Melbourne: Penguin, 2007. Simons, M. “Politics and the Internet.” Keynote speech at the Brisbane Writers’ Festival, 14 Sep. 2007. Tapsall, S., and C. Varley (eds.). Journalism: Theory in Practice. South Melbourne: Oxford UP, 2001. Warhurst, J. “Campaign Communications in Australia.” In F. Fletcher (ed.), Media, Elections and Democracy, Toronto: Dundurn Press, 1991. White, S. Reporting in Australia. 2nd ed. Melbourne: MacMillan, 2005. Wilson, J. “Who’s Afraid of the Big Bad Electorate.” Youdecide2007 2007. 19 Feb. 2008 < http://www.youdecide2007.org/content/view/283/101/ >. Young, G. “Citizen Journalism.” Presentation at the Australian Blogging Conference, 28 Sep. 2007.

Obscured in contemporary climate change discourse is the fact that under even the most serious mitigation scenarios being envisaged it will be virtually impossible to avoid runaway ecosystem collapse; so great is the momentum of global greenhouse build-up (Anderson and Bows). And under even the best-case scenario, two-degree warming, the ecological, social, and economic costs are proving to be much deeper than first thought. The greenhouse genie is out of the bottle, but the best that appears to be on offer is a gradual transition to the pro-growth, pro-consumption discourse of “ecological modernisation” (EM); anything more seems politically unpalatable (Barry, Ecological Modernisation; Adger et al.). Here, I aim to account for how cheaply EM has managed to allay ecology. To do so, I detail the operations of the co-optive, definitional strategy which I call the “high-ground” strategy, waged by a historic bloc of actors, discourses, and institutions with a common interest in resisting radical social and ecological critique. This is not an argument about climate laggards like the United States and Australia where sceptic views remain near the centre of public debate. It is a critique of climate leaders such as the United Kingdom, Germany, and the Netherlands—nations at the forefront of the adoption of EM policies and discourses. With its antecedent in sustainable development discourse, by emphasising technological innovation, eco-efficiency, and markets, EM purports to transcend the familiar dichotomy between the economy and the environment (Hajer; Barry, ‘Towards’). It rebuts the 1970s “limits to growth” perspective and affirms that “the only possible way out of the ecological crisis is by going further into the process of modernisation” (Mol qtd. in York and Rosa 272, emphasis in original). Its narrative is one in which the “dirty and ugly industrial caterpillar transforms into an ecological butterfly” (Huber, qtd. in Spaargaren and Mol). How is it that a discourse notoriously quiet on endless growth, consumer culture, and the offshoring of dirty production could become the cutting edge of environmental policy? To answer this question we need to examine the discursive and ideological effects of EM discourse. In particular, we must analyse the strategies that work to continually naturalise dominant institutions and create the appearance that they are fit to respond to climate change. Co-opting Environmental Discourse Two features characterise state environmental discourse in EM nations: an almost universal recognition of the problem, and the reassurance that present institutions are capable of addressing it. The key organs of neoliberal capitalism—markets and states—have “gone green”. In boardrooms, in advertising and public relations, in governments, and in international fora, climate change is near the top of the agenda. While EM is the latest form of this discourse, early hints can be seen in President Nixon’s embrace of the environment and Margaret Thatcher’s late-1980s green rhetoric. More recently, David Cameron led a successful Conservative Party “detoxification” program with an ostentatious rhetorical strategy featuring the electoral slogan, “Vote blue, go green” (Carter). We can explain this transformation with reference to a key shift in the discursive history of environmental politics. The birth of the modern environmental movement in the 1960s and 70s brought a new symbolic field, a new discourse, into the public sphere. Yet by the 1990s the movement was no longer the sole proprietor of its discourse (Eder 203). It had lost control of its symbols. Politicians, corporations, and media outlets had assumed a dominant role in efforts to define “what climate change was and what it meant for the world” (Carvalho and Burgess 1464). I contend that the dramatic rise to prominence of environmental issues in party-political discourse is not purely due to short-term tactical vote-winning strategy. Nor is it the case that governments are finally, reluctantly waking up to the scientific reality of ecological degradation. Instead, they are engaged in a proactive attempt to redefine the contours of green critique so as to take the discourse onto territory in which established interests already control the high ground. The result is the defusing of the oppositional element of political ecology (Dryzek et al. 665–6), as well as social critique in general: what I term the gentrification of climate change. If we view environmentalism as, at least partially, a cultural politics in which contested definitions of problem is the key political battleground, we can trace how dominant interests have redefined the contours of climate change discourse. We can reveal the extent to which environmentalism, rather than being integrated into capitalism, has been co-opted. The key feature of this strategy is to present climate change as a mere aberration against a background of business-as-usual. The solutions that are presented are overwhelmingly extensions of existing institutions: bringing CO2 into the market, the optimistic development of new techno-scientific solutions to climate problems, extending regulatory regimes into hitherto overlooked domains. The agent of this co-optive strategy is not the state, industry, capital, or any other manifest actor, but a “historic bloc” cutting across divisions between society, politics, and economy (Laclau and Mouffe 42). The agent is an abstract coalition that is definable only to the extent that its strategic interests momentarily intersect at one point or another. The state acts as a locus, but the bloc is itself not reducible to the state. We might also think of the agent as an assemblage of conditions of social reproduction, in which dominant social, political, and economic interests have a stake. The bloc has learned the lesson that to be a player in a definitional battle one must recognise what is being fought over. Thus, exhortations to address climate change and build a green economy represent the first stage of the definitional battle for climate change: an attempt to enter the contest. In practical terms, this has manifest as the marking out of a self-serving division between action and inaction. Articulated through a binary modality climate change becomes something we either address/act on/tackle—or not. Under such a grammar even the most meagre efforts can be presented as “tackling climate change.” Thus Kevin Rudd was elected in 2007 on a platform of “action on climate change”, and he frequently implored that Australia would “do its bit” on climate change during his term. Tony Blair is able to declare that “tackling climate change… need not limit greater economic opportunity” and mean it in all sincerity (Barry, ‘Towards’ 112). So deployed, this binary logic minimises climate change to a level at which existing institutions are validated as capable of addressing the “problem,” and the government legitimised for its moral, green stand. The Hegemonic Articulation of Climate Change The historic bloc’s main task in the high-ground strategy is to re-articulate the threat in terms of its own hegemonic discourse: market economics. The widely publicised and highly influential Stern Review, commissioned by the British Government, is the standard-bearer of how to think about climate change from an economic perspective. It follows a supremely EM logic: economy and ecology have been reconciled. The Review presents climate change, famously, as “the greatest market failure the world has ever seen” (Stern et al. viii). The structuring horizon of the Stern Review is the correction of this failure, the overcoming of what is perceived to be not a systemic problem requiring a reappraisal of social institutions, but an issue of carbon pricing, technology policy, and measures aimed at “reducing barriers to behavioural change”. Stern insists that “we can be ‘green’ and grow. Indeed, if we are not ‘green’, we will eventually undermine growth, however measured” (iv). He reassures us that “tackling climate change is the pro-growth strategy for the longer term, and it can be done in a way that does not cap the aspirations for growth of rich or poor countries” (viii). Yet Stern’s seemingly miraculous reconciliation of growth with climate change mitigation in fact implies a severe degree of warming. The Stern Review aims to stabilise carbon dioxide equivalent concentrations at 550ppm, which would correspond to an increase of global temperature of 3-4 degrees Celsius. As Foster et al. note, this scenario, from an orthodox economist who is perceived as being pro-environment, is ecologically unsustainable and is viewed as catastrophic by many scientists (Foster, Clark, and York 1087–88). The reason Stern gives for not attempting deeper cuts is that they “are unlikely to be economically viable” (Stern et al. 231). In other words, the economy-ecology articulation is not a meeting of equals. Central to the policy prescriptions of EM is the marketising of environmental “bads” like carbon emissions. Carbon trading schemes, held in high esteem by moderate environmentalists and market economists alike, are the favoured instruments for such a task. Yet, in practice, these schemes can do more harm than good. When Prime Minister Kevin Rudd tried to legislate the Carbon Pollution Reduction Scheme as a way of addressing the “greatest moral challenge of our generation” it represented Australia’s “initial foray into ecological modernisation” (Curran 211). Denounced for its weak targets and massive polluter provisions, the Scheme was opposed by environmental groups, the CSIRO, and even the government’s own climate change advisor (Taylor; Wilkinson). While the Scheme’s defenders claimed it was as a step in the right direction, these opponents believed it would hurt more than help the environment. A key strategy in enshrining a particular hegemonic articulation is the repetition and reinforcement of key articulations in a way which is not overtly ideological. As Spash notes of the Stern Review, while it does connect to climate change such issues as distributive justice, value and ethical conflicts, intergenerational issues, this amounts to nothing but lip service given the analysis comes pre-formed in an orthodox economics mould. The complex of interconnected issues raised by climate change is reduced to the impact of carbon control on consumption growth (see also Swyngedouw and While, Jonas, and Gibbs). It is as if the system of relations we call global capitalism—relations between state and industry, science and technology, society and nature, labour and capital, North and South—are irrelevant to climate change, which is nothing but an unfortunate over-concentration of certain gases. In redrawing the discursive boundaries in this way it appears that climate change is a temporary blip on the path to a greener prosperity—as if markets and capitalism merely required minor tinkering to put them on the green-growth path. Markets are constituted as legitimate tools for managing climate change, in concert with regulation internalised within neoliberal state competition (While, Jonas, and Gibbs 81). The ecology-economy articulation both marketises “green,” and “greens” markets. Consonant with the capitalism-environment articulation is the prominence of the sovereign individual. Both the state and the media work to reproduce subjects largely as consumers (of products and politics) rather than citizens, framing environmental responsibility as the responsibility to consume “wisely” (Carvalho). Of course, what is obscured in this “self-greening” discourse is the culpability of consumption itself, and of a capitalist economy based on endless consumption growth, exploitation of resources, and the pursuit of new markets. Greening Technology EM also “greens” technology. Central to its pro-growth ethos is the tapering off of ecosystem impacts through green technologies like solar, wind, tidal, and geothermal. While green technologies are preferable to dependence upon resource-intensive technologies of oil and coal, that they may actually deliver on such promises has been shown to be contingent upon efficiency outstripping economic growth, a prospect that is dubious at best, especially considering the EM settlement is one in which any change to consumption practices is off the agenda. As Barry and Paterson put it, “all current experience suggests that, in most areas, efficiency gains per unit of consumption are usually outstripped by overall increases in consumption” (770). The characteristic ideological manoeuvre of foregrounding non-representative examples is evident here: green technologies comprise a tiny fraction of all large-scale deployed technologies, yet command the bulk of attention and work to cast technology generally in a green light. It is also false to assume that green technologies do not put their own demands on material resources. Deploying renewables on the scale that is required to address climate change demands enormous quantities of concrete, steel, glass and rare earth minerals, and vast programs of land-clearing to house solar and wind plants (Charlton 40). Further, claims that economic growth can become detached from ecological disturbance are premised on a limited basket of ecological indicators. Corporate marketing strategies are driving this green-technology articulation. While a single advertisement represents an appeal to consume an individual commodity, taken collectively advertising institutes a culture of consumption. Individually, “greenwash” is the effort to spin one company’s environmental programs out of proportion while minimising the systemic degradation that production entails. But as a burgeoning social institution, greenwash constitutes an ideological apparatus constructing industry as fundamentally working in the interests of ecology. In turn, each corporate image of pristine blue skies, flourishing ecosystems, wind farms, and solar panels constitutes a harmonious fantasy of green industry. As David Mackay, chief scientific advisor to the UK Government has pointed out, the political rhetoric of green technology lulls people into a false sense of security (qtd. in Charlton 38). Again, a binary logic works to portray greener technologies—such as gas, “clean coal”, and biomass combustion—as green. Rescuing Legitimacy There are essentially two critical forces that are defused in the high-ground strategy’s definitional project. The first is the scientific discourse which maintains that the measures proposed by leading governments are well below what is required to reign in dangerous climate change. This seems to be invisible not so much because it is radical but because it is obscured by the uncertainties in which climate science is couched, and by EM’s noble-sounding rhetoric. The second is the radical critique which argues that climate change is a classic symptom of an internal contradiction of a capitalist economy seeking endless growth in a finite world. The historic bloc’s successful redefinition strategy appears to jam the frequency of serious, scientifically credible climate discourse, yet at the level of hegemonic struggle its effects range wider. In redefining climate change and other key signifiers of green critique – “environment”, “ecology”, “green”, “planet”—it expropriates key properties of its antagonist. Were it not that climate change is now defined on the cheery, reassuring ground of EM discourse, the gravity of the alarming—rather than alarmist (Risbey)—scientific discourse may just have offered radical critique the ammunition it needed to provoke society into serious deliberations over its socioeconomic path. Radical green critique is not in itself the chief enemy of the historic bloc. But it is a privileged element within antagonistic discourse and reinforces the critical element of the feminist, civil rights, and student movements of the 1960s and 1970s. In this way ecology has tended to act as a nodal point binding general social critique: all of the other demands began to be inscribed with the green critique, just as the green critique became a metaphor for all of the others (Laclau). The metaphorical value of the green critique not only relates to the size and vibrancy of the movement—the immediate visibility of ecological destruction stood as a powerful symbol of the kernel of antagonistic politics: a sense that society had fundamentally gone awry. While green critique demands that progress should be conditional upon ecology, EM professes that progress is already green (Eder 217n). Thus the great win achieved by the high-ground strategy is not over radical green critique per se but over the shifting coalition that threatens its legitimacy. As Stavrakakis observes, what is novel about green discourse is nothing essential to the signifiers it deploys, but the way that a common signifier comes to stand in and structure the field as a whole – to serve as a nodal point. It has a number of signifiers: environmental sustainability, social justice, grassroots democracy, and peace and non-violence, all of which are “quilted” around the master-signifiers of “ecology”, “green”, or “planet”. While these master-signifiers are not unique to green ideology, what is unique is that they stand at the centre. But the crucial point to note about the green signifier at the heart of political ecology is that its value is accorded, in large part, through its negation of the dominant ideology. That is to say, it is not that green ideology stands as merely another way of mapping the social; rather, the master-signifier "green" contains an implicit refutation of the dominant social order. That “green” is now almost wholly evacuated of its radical connotations speaks to the effectiveness of the redefinitional effort.The historic bloc is aided in its efforts by the complexity of climate change. Such opacity is characteristic of contemporary risks, whose threats are mostly “a type of virtual reality, real virtuality” (Beck 213). The political struggle then takes place at the level of meaning, and power is played out in a contest to fix the definitions of key risks such as climate change. When relations of (risk) definition replace relations of production as the site of the effects of power, a double mystification ensues and shifts in the ground on which the struggle takes place may go unnoticed. Conclusion By articulating ecology with markets and technology, EM transforms the threat of climate change into an opportunity, a new motor of neoliberal legitimacy. The historic bloc has co-opted environmentalist discourse to promote a gentrified climate change which present institutions are capable of managing: “We are at the fork in the road between order and catastrophe. Stick with us. We will get you through the crisis.” The sudden embrace of the environment by Nixon and by Thatcher, the greening of Cameron’s Conservatives, the Garnaut and Stern reports, and the Australian Government’s foray into carbon trading all have their more immediate policy and political aims. Yet they are all consistent with the high-ground definitional strategy, professing no contraction between sustainability and the present socioeconomic order. Undoubtedly, EM is vastly preferable to denial and inaction. It may yet open the doors to real ecological reform. But in its present form, its preoccupation is the legitimation crisis threatening dominant interests, rather than the ecological crisis facing us all. References Adger, W. Neil, Tor A. Benjaminsen, Katrina Brown, and Hanne Svarstad. ‘Advancing a Political Ecology of Global Environmental Discourses.’ Development and Change 32.4 (2001): 681–715. Anderson, Kevin, and Alice Bows. “Beyond ‘Dangerous’ Climate Change: Emission Scenarios for a New World.” Philosophical Transactions of the Royal Society A: Mathematical, Physical and Engineering Sciences 369.1934 (2010): 20–44. Barry, John, and Matthew Paterson. “Globalisation, Ecological Modernisation and New Labour.”Political Studies 52.4 (2004): 767–84. Barry, John. “Ecological Modernisation.” Debating the Earth : the Environmental Politics Reader. Ed. John S. Dryzek & David Schlosberg. Oxford; New York: Oxford University Press, 2005. ——-. “Towards a Model of Green Political Economy: From Ecological Modernisation to Economic Security.” Global Ecological Politics. Ed. John Barry and Liam Leonard. Bingley: Emerald Group Publishing, 2010. 109–28. Beck, Ulrich. “Risk Society Revisited.” The Risk Society and Beyond: Critical Issues for Social Theory. Ed. Barbara Adam, Ulrich Beck, & Joost Van Loon. London: SAGE, 2000. Carter, Neil. “Vote Blue, Go Green? Cameron’s Conservatives and the Environment.” The Political Quarterly 80.2 (2009): 233–42. Carvalho, Anabela. “Ideological Cultures and Media Discourses on Scientific Knowledge: Re-reading News on Climate Change.” Public Understanding of Science 16.2 (2007): 223–43. Carvalho, Anabela, and Jacquelin Burgess. “Cultural Circuits of Climate Change in UK Broadsheet Newspapers, 1985–2003.” Risk analysis 25.6 (2005): 1457–69. Charlton, Andrew. “Choosing Between Progress and Planet.” Quarterly Essay 44 (2011): 1. Curran, Giorel. “Ecological Modernisation and Climate Change in Australia.” Environmental Politics 18.2: 201-17. Dryzek, John. S., Christian Hunold, David Schlosberg, David Downes, and Hans-Kristian Hernes. “Environmental Transformation of the State: The USA, Norway, Germany and the UK.” Political studies 50.4 (2002): 659–82. Eder, Klaus. “The Institutionalisation of Environmentalism: Ecological Discourse and the Second Transformation of the Public Sphere.” Risk, Environment and Modernity: Towards a New Ecology. Ed. Scott Lash, Bronislaw Szerszynski, & Brian Wynne. 1996. 203–23. Foster, John Bellamy, Brett Clark, and Richard York. “The Midas Effect: a Critique of Climate Change Economics.” Development and Change 40.6 (2009): 1085–97. Hajer, Maarten. The Politics of Environmental Discourse: Ecological Modernization and the Policy Process. Oxford: Oxford University Press, 1995. Laclau, Ernesto. On Populist Reason. London: Verso, 2005. Laclau, Ernesto, and Chantal Mouffe. Hegemony and Socialist Strategy: Towards a Radical Democratic Politics. London: Verso, 1985. Risbey, J. S. “The New Climate Discourse: Alarmist or Alarming?” Global Environmental Change18.1 (2008): 26–37. Spaargaren, Gert, and Arthur P.J. Mol, “Sociology, Environment, and Modernity: Ecological Modernization as a Theory of Social Change.” Society and Natural Resources 5.4 (1992): 323-44. Spash, Clive. L. “Review of The Economics of Climate Change (The Stern Review).”Environmental Values 16.4 (2007): 532–35. Stavrakakis, Yannis. “Green Ideology: A Discursive Reading.” Journal of Political Ideologies 2.3 (1997): 259–79. Stern, Nicholas et al. Stern Review: The Economics of Climate Change. Vol. 30. London: HM Treasury, 2006. Swyngedouw, Erik. “Apocalypse Forever? Post-political Populism and the Spectre of Climate Change.” Theory, Culture & Society 27.2-3 (2010): 213–32. Taylor, Lenore. “Try Again on Carbon: Garnaut.” The Australian 17 Apr. 2009: 1. While, Aidan, Andrew E.G. Jonas, and David Gibbs. “From Sustainable Development to Carbon Control: Eco-state Restructuring and the Politics of Urban and Regional Development.”Transactions of the Institute of British Geographers 35.1 (2010): 76–93. Wilkinson, Marian. “Scientists on Attack over Rudd Emissions Plan.” Sydney Morning Herald Apr. 15 2009: 1. York, Richard, and Eugene Rosa. “Key Challenges to Ecological Modernization theory.”Organization & Environment 16.1 (2003): 273-88.

Transmedia storytelling, as defined by Henry Jenkins in 2006 in his book Convergence Culture, highlights a production strategy that aims to augment the narration of a cultural work by scattering it across several media platforms—digital or non-digital. The term is certainly quite recent, but the practices are not new and allow us to understand the evolution of the cultural industries and the creation of a new media ecosystem. As Matthew Freeman states, transmedia storytelling always relies on industrial changes, the narration adapting itself to new media synergies and novelties to create engaging and coherent storyworlds.Producers of American TV shows, showrunners, and networks are more and more eager to develop narrative universes on other media platforms in order to target new audiences and to give food for thought to fans, as well as reward them for their intellectual and emotional investment. Ancillary content and tie-ins sometimes take the form of novelisations or comic books, highlighting the fact that strategies of transmedia storytelling can be deployed on non-digital platforms and still enhance the narrative aspects of the show. For example, Twin Peaks (1990) developed The Diary of Laura Palmer (1990), a journal written by the character Laura Palmer who gave insights on her life and details about her relationships with other characters before she was murdered at the beginning of the series. How I Met Your Mother (2005-2014) published The BroCode (2008), first seen on episode “The Goat” (season 3 episode 17), and The Playbook (2012), first seen in an episode entitled “The Playbook” (season 5 episode 8). They are bibles written by character Barney Stinson that contain rules or advice for picking up women. For instance, The BroCode contains 150 articles, a glossary of terms, a definition of “a bro,” history of the code, amendments, violations, and approved punishments, all invented by Barney; some of these components were talked about on the show, while others were original additions for the book.Another way to create transmedia storytelling around TV shows is by developing comic books. This article will explore this specific media form in relation to transmedia strategies and will try to underline how comic books can make a narrative richer by focusing on parts of the plot, characters, times, or locations. First, I will focus on the importance of seriality from a historical perspective, because seriality appears to be one of the main principles of transmedia storytelling. Yet, is this narrative continuity always coherent and always canon when it comes to the publication of comic books? I will then propose a typology of the narratives comic books exploit to augment the storytelling of a show. I will give examples to illustrate how comic books can enrich the narrative universe of a given show and how characters can smoothly move from one platform to the other.A Transmedia World: Television and Comic Books Hand in HandSeriality is one of the main pillars of transmedia storytelling, and, according to Jenkins, “it is about breaking things down into chapters which are satisfying on their own terms, but which motivate us to come back for more” (“Transmedia”). These characteristics are already present in the way TV series are written, produced, and broadcast, and in the way comic books are created. They rely on episodes for TV shows and on issues for comic books that usually end with suspense and a suspension in the narrative continuity, commonly known as a cliff-hanger. For comic books, this narrative continuity took root in the early comic strips of the 18th and 19th century (Maigret and Stefanelli), which played a huge part in what we now know as comic books. As Pagello explains:The extensive practice of narrative serialisation played a major role in this context: the creative process, the industrial production and distribution, the editorial practices and, finally, the experience of comics readers all underwent dramatic changes when comics started to develop an identity distinguished from satirical cartoons, illustrated books and the various forms of children’s picture stories.According to Derek Johnson, these evolutions, in terms of production and reception, are closely linked to the widespread use of the franchise model in media industries. Johnson explains thatcomic books, video games, and other markets once considered ancillary now play increasingly significant and recentered roles in the production and consumption of everyday film and television properties such as Heroes, Transformers, and the re-envisioned Star Trek in ways that only very few innovators (such as George Lucas and his carefully elaborated and expanded Star Wars empire) had previously conceived in the twentieth century.The creation of transmedia strategies that capitalize on narrative continuity and seriality call for some synergies between media and for a “gatekeeper” of the stories who will ensure that all is coherent in the storyworld. Thus, “in 2006, the management of Heroes, for example, became a job for a professional ‘Transmedia Team’ charged with implementing creative coordination across television, comics, and the Internet” (Johnson).Another principle of transmedia storytelling, closely linked to seriality and the essence of the definition, is the creation of a narrative universe, that is “world-building,” in which plots and characters develop, and which will lay the foundations for the story. These foundations will be written in what is called a Bible, a document containing all the narrative elements in order to ensure coherence. In the notion of world-building, a matrix of possibilities is deployed, since stories can potentially become threads to weave, and re-weave. This rhizomatic world can be extended to infinity in a canonical way (by the official production) and in a non-canonical one (by the creations of fans). For Mark Wolf, these narrative worlds work like dynamic entities, and are transformative, transmedial, and transauthorial, which are similar to the notions and possibilities of transmedia storytelling, and media and cultural convergence. Stories that cannot be contained within the “real” of a single medium will be expended and developed on another or several other ones, creating a rich storyworlds. Comic books can be one of these tie-in media.New Term, Old Creations: An Historical OverviewMatthew Freeman wrote in his latest book Historicising Transmedia Storytelling that these transmedia practices do have a past and existed long before the introduction of the term due to new technologies, production strategies, and reception tactics. Comic books were often an option to enrich storylines and further develop the characters. For example, L. Frank Baum created a storyworld around The Wizard of Oz made of mock newspapers, conferences, billboards, novels, musicals, and comic strips in order to “appeal to a migratory audience” (Jenkins, “I Have”) and to deepen the characters, introduce new ones, and discover the land of Oz as if it were a real location. The author used techniques of advertising to promote and above all to expand his storyworld. As newspaper comic strips were quite popular at the time, Baum created several tie-in extensions in the newspapers and in a novel format. As Jason Scott underlines, “serial narratology enhances the possibilities of advertising and exploitation through the established market for the second and subsequent instalment” (14). The series of comic strips entitled Queer Visitor from the Marvellous Land of Oz (1904-1905) picked up, in terms of narration, just after the end of the book, offering a new temporality and life for the characters. As Freeman notes, this choice follows an economic logic:The era’s newspaper comic strips and their institutional tendency to prioritize recurring characters as successful advertising mechanisms (as witnessed in the cross-media dispersion of Buster Brown) had in fact influenced Baum to return to the series’ more familiar faces of Dorothy, the Scarecrow, and the Tin Woodman (2371).Here, the beloved characters are moving from one medium to the next, giving new insights on their life after the end of the book, and enhancing their stories beyond its pages.A Typology of Comic Books and Tie-in Extensions of TV SeriesBefore diving into a tentative typology, I want to look at the definition of canon in a transmedia storyworld. There is a strong debate in academic discussions around the issues of canonicity, and here I understand canonicity as the production of official texts around a given cultural content. That is because of precisely what is qualified as an official text or an official extension, and what is not. In the book I co-edited with Benjamin W.L. Derhy Kurtz (Derhy Kurtz and Bourdaa), we respond by coining the term “transtexts,” which includes officially produced texts and fantexts in the same narrative universe. The dichotomy between both kinds of texts is thus diminished. Nonetheless, in production and transmedia strategies, canonicity is hard to evaluate because “few television series have attempted to create transmedia extensions that offer such a (high level of) canonic integration, with interwoven story events that must be consumed across media for full comprehension” (Mittell 298). He follows by proposing a typology of two possible transmedia extensions based on a canon perspective versus a non-canon one: “what is extensions” extend the storyworld canonically and in a coherent way, whereas “what if extensions” “pose(s) hypothetical possibilities rather than canonical certainties, inviting viewers to imagine alternate stories and approaches to storytelling that are distinctly not to be treated as potential canon” (Mittell 298). Mark Wolf refers to the term growth to qualify canonical materials which are going to expand a given storyworld and which nourish the stories. As argued by Gabriel et al., “Wolf’s definition of ‘growth’ makes it clear that, for him, a transmedial product can only be considered to contribute to a world’s growth if it adds new ‘canonical’ material, i.e. material that presents new pieces of information that are “true” for the fictional world” (Gabriel et al. 169). This notion of “truth” to the diegesis can be opposed in this context to the notion of alternate stories and alternate versions of the characters.My attempted typology lays its foundation upon this opposition between what is seen as an official extension and what is seen as an unofficial extension, but offers alternate perspectives to expand the storyworld using new characters, locations, or universes. The first category will look at canonical extensions and how they can deepen characters’ development and temporalities. The second category will deal with “canon divergent” (to use fans’ language) extensions and how they can offer new entries into the stories by creating new characters or presenting new locations.Canonical Extensions: CharactersTie-in extensions in the form of comic books help to deepen the characters, especially supporting characters, by delving into their motivations and psychology, or by giving them backstories and origin stories. According to Paolo Bertetti, “the transmedia character is a fictional hero whose adventures are told on several media platforms, each providing details about the character's life” (2344). Actually, motivated characters are the quintessential element of the narration of the classic Hollywood era, which was then reused in the narration of TV series, which were then penned into comic books. In her definition of transmedia superstructures, Marsha Kinder based her analysis on how characters moved from one medium to the next, making them the centre of the narrative universe and the element audiences would follow.For example, Fringe (2008), in a deal with DC comics, extended its stories and its characters in comic books, which were an integral part of the storyworld, and which included canon materials by offering Easter Eggs to fans and rewarding them for their investment in the narrative universe. Each issue of the second series dealt with a major or recurring character from the show, deepening them by giving them backgrounds. That way, audiences can discover the backstories of Agent Broyles, Nina Sharp, the CEO of Massive Dynamic, or even Gene, Walter’s cow, all of which are featured in the series but not well developed.Written by actor Tim Rozon (who plays Doc Holliday on the show) and author Beau Smith, Wynonna Earp Season Zero (2017) focuses on the past of main character Wynonna Earp when she was an outlaw and before she comes back to her hometown, Purgatory. The past comes to life on the pages, while it was only hinted at in the show. It is a good introduction to the main character before the show, since Wynonna comes back to Purgatory by bus at the beginning of the very first episode and there are no flashback episode relating her story earlier. Because the two authors of this comic book are part of the creative crew of the show, an actor and a writer, they ensure a sense of coherence in the extensions they write.In collaboration with Dynamite Entertainment, an American comic book company, NBC Universal launched a series of comic book issues entitled Origins (2008) as an ancillary text to Battlestar Galactica (2004). “Origin stories” are a specific genre related to superhero franchises. M.J. Clarke underlines that,the use of Origins Stories is influenced by the economic structure of the comic book industry, which continues to produce stories over years and decades. ... By remaining faithful to the Origins (which are frequently modified in their consistency), readers can discover a story without having to navigate in more than 400 numbers of commix. (54)The goal of these comic books is to create a "past" for the human characters that appeared in the series. The collection of comic books thus focuses on five main characters in 11 issues, spread out over a year: William Adama, Zarek, Gaius Baltar, Kara "Starbuck” Thrace, and Karl "Helo" Agathon. These issues are collected in an eponymous Omnibus. Likewise, Orphan Black (2011) also offered backstories for its “clone club” without disrupting the pace of the show. The stories, tied to the events of the series, focus on the opportunity to better understand the emotions, thoughts, and feelings that exemplify the characters of the show.It is interesting to note that the authors of these comic book extensions were in close contact with Ronald D. Moore and David Eick, showrunners of the Battlestar Galactica series, which guaranteed coherence and canonicity to the newly created material. In a personal interview, Robert Napton, writer of Origins, explained the creative process:so every week we would watch episodes and make sure our stories matched as closely as possible to what the television series was doing …we tried to make it feel like it was very much part of the series, so they were untold adventures and we tried to fit it into the continuity of the series as much as possible.Brandon Jerwa, writer for Battlestar Galactica comic book series Season Zero and Ghosts (2009), confirmed that, “It is my understanding that the comics were passed through Mr. Moore’s office, and they were certainly vetted by Syfy and Universal.” Jerwa also added an interesting input on perception of canonicity versus non-canonicity by fans who can be picky about the ancillary contents and added materials that extend a storyworld:Most comic tie-ins have a hard time being considered a legitimate part of the canon, and that is simply beyond the control of the creative team. I worked very hard to make sure that I was writing material that adhered to the continuity of the show as closely as humanly possible. I don’t believe in writing a licensed property in such a way as to put forward ‘my vision’ of the universe; I believe very firmly that it is my responsibility to serve the source material above all else.Canonical Extensions: TemporalitiesComic books as a licensed product can expand the temporalities of the show and tell stories before the beginning of the series and after it ended, as well as fill time voids and ellipses. For example, now in its 11th season in comic books, Joss Whedon managed to keep Buffy the Vampire Slayer (1997-2003) alive and to attract new fans without alienating its original fanbase. Blogger and web entrepreneur Keith McDuffee felt that reading Buffy as a comic book after seeing it on television for seven years was strange, but the new format was a good sign because: “the medium lets creativity go completely wild without budget worries.” The comic books focus on the famous characters and created a life for them after the end of the show, making them jump from the screen onto the pages. Sometimes, the comic books told original stories that might seem out-of-character, like the issue in which Buffy sleeps with a woman. That kind of storyline wasn’t explored in the TV show, and comics offer one way to go deeper into the characters’ backgrounds and psychology. Sometimes, the tie-ins do not strictly follow the continuity and become non-canon regarding the stories of the TV shows. For example, DC/Wildstorm presented comic book issues around The X-Files (1993-) that were set in continuity of the show but failed to refer to main plot events (for example, Scully’s pregnancy). “Rather than offering ‘additive comprehension’ to a pre-existing television and film narrative, Spotnitz chose to write licensed comics on their own terms” (Pillai 112).DC is familiar with offering new adventures for its superhero characters in the form of comic books (which are first published online), going back to the basics. Of course, in this case, the relationship between the comic book medium and the television medium is more intricate, as the TV series are based on comic book characters whose stories are then extended again in comic books, which are created specifically to extend the TV shows’ storyworlds. The creation of the comic book series The Flash Season Zero (2015) set the stories between the episodes of the first season of The Flash and focus on the struggles of Barry Allen as he juggles between his job as a CSI, his love for Iris West, his childhood sweetheart, and his new identity as a vigilante with superpowers. This allows viewers to better understand a part of Barry Allen’s life that was not well developed in the show, adding temporal layers to the stories. The Adventures of Supergirl vol. 1 (2016) also depict the battles of the girl of steel between episodes, as well as her life with her sister, Alex (who is also a new addition in the comic book), and her co-workers at the DEO. For Arrow,the digital tie-ins offer producers [opportunities] to explore side stories they are unable to cover on screen. In the case of Season 2.5, the 22-chapter comic enabled the producers to fill in the blanks in between the seasons, thus offering more opportunities to explore the dynamics of fan-favorite characters such as Felicity and Diggle. (Bourdaa and Chin 183)These DC comic books are examples of giving life to a TV show beyond the TV screen, enhancing the timeframe of the stories and providing new content. The characters pass through the screen to live new adventures in comic books. In some cases, the involvement of the series' actor and writer in comic book scripting confirms the desire for consistency in the extensions of the series, whatever the medium used and whatever the objectives.Canon Divergent Extensions or the Real PossibilitiesFinally, comic books can deploy stories that will display a new point of view on the canon: a “multiplicity” (Jenkins, “La Licorne”) or a “what-if story” (Mittell), which will explore new possibilities and new characters.The second series of Orphan Black comic book tie-ins entitled Helsinki (2016) dealt with clones in the capital of Finland. The readers discover the lives of other clones, how they deal with the discovery of their “condition,” and that they have a caretaker. The comics are written by John Fawcett, who is also a showrunner for the series. The narrative universe is stretched into new possibilities, seen with new eyes, and shown from the perspective of new clones. The introduction of new characters gives opportunities to tell new stories and diverge from the canonical content, especially in terms of the characters’ development and depth.Battlestar Galactica, after the show ended, partnered once again with Dynamite Entertainment, to publish a new set of comic books entitled BSG: Ghosts (2009), which tells the story of new characters surviving the Cylon genocide. Writer Brandon Jerwa asks in BSG: Ghosts: "And if a squadron of secret agents had also survived Cylon Attack?" For him, comic books are a good opportunity to relaunch the narrative universe by introducing new characters in a well-known storyworld.The comic books will definitely have to evolve in order to survive because at some point we will end up exhausting the interest of the readers on the narrative continuity. Projects like Ghosts are definitely a good way to test public reaction to new ideas in a familiar environment. (Jerwa)Conclusion: From One Medium to the Next, From Narrative Extensions to MarketingThis article offers an overview of how comic books are used as tie-in products to extend TV series’ narrative universe. The ambition was not to give an exhaustive panorama but to propose a typology with some examples. I showed that characters’ development, temporalities, and new points of view are narrative angles exploited in comic books to give depth to a storyworld. Of course, this raises issues of labour, authorship, and canon content, which are already discussed elsewhere (see, for example: Clarke, Pillai, Scott). Yet, comic books are an integral part of transmedia storytelling and capitalise on notions of seriality, offering readers new stories, continuity, depth, and character motivations in order to enrich storylines and make them live beyond the screen. However, Robert Napton, in our interview, underlines an interesting opposition between licensing and marketing: “Frankly, comic books are considered licensing and marketing, not official canon. The only TV comic that is canon is Buffy Season 8 and 9 because Joss Whedon says they are, but that is not the normal situation.” He clearly draws a line between what he considers to be a licensed product, in this article what I describe as canonical content, and a marketing product, which could be understood in this article as a canon divergent tie-in. The debate here is clearly on, since understandings of transmedia vary between the perspectives of production companies, which are trying to gain profit by providing new content, the perspectives of fans, who know the storyworlds and the characters extensively and could be very possessive of them, and the perspectives of extension authors, who “have very strict story guidelines” (Jerwa) and have to make their stories fit within the narrative universe as it is told onscreen.ReferencesBertetti, Paolo. “Towards a Typology of Transmedia Characters.” International Journal of Communication 8 (2014): 2344-2361.Boni, Marta. World Building: Transmedia, Fans, Industries. Amsterdam: Amsterdam UP, 2017.Bourdaa, Mélanie. “Transmedia Storytelling: Entre Narration Augmentée et Logiques Immersives.” InaGlobal (2012). 16 December 2017 <http://www.inaglobal.fr/numerique/article/le-transmedia-entre-narration-augmentee-et-logiques-immersives>.Bourdaa, Mélanie, and Bertha Chin. “World and Fandom Building: Extending the Universe of Arrow in Arrow 2.5.” Arrow and Superhero Television: Essays on Themes and Characters of the Series. Eds. James F. Iaccino, Cory Barker, and Myc Wiatrowski. Jefferson: MacFarland, 2017.Clarke, M.J. Transmedia Television: New Trends in Network Serial Production. New York: Continuum Publishing, 2013.Derhy Kurtz, WL Benjamin, and Mélanie Bourdaa. The Rise of Transtexts: Challenges and Opportunities. London: Routledge, 2016.Freeman, Matthew. Historicising Transmedia Storytelling: Early Twentieth-Century Transmedia Story Worlds. London: Routledge, 2017.Gabriel, Nicole, Bogna Kazur, and Kai Matuszkiewicz. “Reconsidering Transmedia(l) Worlds.” Convergence Culture Reconsidered: Media—Participation—Environments. Eds. Claudia Georgi and Brigitte Johanna Glaser. Göttingen: Universitätsverlag Göttingen, 2015.Gillan, Jennifer. Television and New Media: Must-Click TV. New York: Routledge, 2010.Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: NYU Press, 2006.Jenkins, Henry. “I Have Seen the Future of Entertainment… And It Works.” Confessions of an Aca-Fan, 2008. <http://henryjenkins.org/blog/2008/10/i_have_seen_the_futures_of_ent.html>.Jenkins, Henry. “Transmedia Education: The 7 Principles Revisited.” Confessions of an Aca-Fan, 2010. <http://henryjenkins.org/blog/2010/06/transmedia_education_the_7_pri.html>.Jenkins, Henry. “La Licorne Origami Contre-attaque: Réflexions Plus Poussées sur le transmedia storytelling.” Terminal 10-11 (2013): 11-28. <http://journals.openedition.org/terminal/455>.Jerwa, Brandon. Personal Correspondence. 2013.Johnson, Derek. “A History of Transmedia Entertainment.” Spreadable Media: Web Exclusive Essays. <http://spreadablemedia.org/essays/johnson/#.Wo6g24IiGgQ>.Maigret, Eric, and Matteo Stefanelli. La Bande Dessinée: Une Médiaculture. Paris: Armand Colin, 2012.McDuffee, Keith. Buffy the Vampire Slayer: The Long Way Home, Part 1. Season premiere. 2007. <http://www.aoltv.com/2007/03/16/buffy-the-vampire-slayer-the-long-way-home-season-premiere/.>.Mittell, Jason. Complex TV: The Poetics of Contemporary Television Storytelling. New York: NYU Press, 2015.Napton, Robert. Personal Correspondence. 2013.Pagello, Federico. “Before the Comics: On Seriality of Graphic Narratives during the Nineteenth Century.” Belphégor 14 (2016). <http://journals.openedition.org/belphegor/810>.Pillai, Nicolas. “What Am I Looking at Mulder?: Licensed Comics and Freedoms of Transmedia Storytelling.” Science Fiction and Television 6.1 (2013): 101-117.Scott, Jason. “The Character-Orientated Franchise: Promotion and Exploitation of Pre-Sold Characters in American Film, 1913–1950.” Scope: An Online Journal of Film and Television Studies (2009): 10–28.

Defence date: 16 November 2005
Examining board: Andrea Ichino, European University Institute ; Fiona Scott Morton, Yale University ; Massimo Motta, Supervisor, European University Institute ; Frank Verboven, Katholieke Universiteit Leuven
PDF of thesis uploaded from the Library digitised archive of EUI PhD theses completed between 2013 and 2017

Abstract in English language This work depicts the life story story of a "self-made man" Jaroslav Salda, the creator and director of the Melantrich, the biggest printing company in Czechoslovak time of so called First Republic. It is doing so by compiling interviews with period witnesses, archival documents and literary sources. Each chapter is a part of the answer to the question: How is it possible that the illegitimate child without funds and university education had become the man with extensive expertise, the frequent guest of Ministers and the President and the powerful head of the media industry? This text as a whole, firmly tied to the history of the Czech nation and Melantrich, reflects the experience of the man who dedicated his life to building, because he considered the constructive, innovative, diligent and hard work the main means of fulfillment in life and the key to success. It shows a person which embodies the adage: Where there is a will, there is a way. Key words Jaroslav Salda, Melantrich, Czech National Socialist Party, Ceske slovo, Svobodne slovo, Hvezda, Vaclavske namesti, a time of so called First Republic, capitalism, business, director, print, newspapers, Publishing Company, resistance activity.

The book’s epilogue surveys how the economic dislocations of the 1970s and 1980s resulted in substantial long-term changes for both America’s culture of consumer capitalism and for those who labored in New York to produce it. Inflation and unemployment hobbled the economy, heralding a new age of rising inequality. This crisis in mass purchasing power coincided with the fracturing of the mass market for consumer goods that advertisers and the media had conjured into existence since the turn of the twentieth century. In addition, urban decline, financialization, and an increased hostility to unions by employers and the government added to the difficulties and challenges that culture workers in New York’s television, newspaper, advertising, and book publishing sectors encountered during this transitional phase in the history of consumer capitalism and the history of white-collar labor.

In this essay, Alexis Easley points to the significance of the marginal space of the ‘facts and scraps’ column for women writers and readers alike. As a precursor to the women’s columns and the dedicated women’s press that proliferated in the final decades of the century, the ‘facts and scraps’ columns of cheap Sunday newspapers are here shown to have ‘provided opportunities for women to publish poetry aimed at a mass-market reading audience’ (p.413). The exposure provided in this context, as well as through the practice of poems being reprinted in other newspapers, was a double-edged sword for women writers in professional terms: on the one hand, this practice ‘did not make writing newspaper poetry a lucrative enterprise’ while on the other, it ‘provided a means for women poets to establish recognisable public identities in the popular press–a visibility that sometimes led to book publication’ (p.414). The example of Eliza Cook (1812–89), a contributor to the ‘facts and scraps’ column of the Weekly Dispatch (1795–1961), shows ‘how women writers could capitalise upon opportunities that arose with the formation of new publishing media in order to establish themselves in a male-dominated literary marketplace’ (p.414).