Littérature scientifique sur le sujet « Series-books=2015-02-15 »

The objective of this study is to identify the teachers’ profile funded by the Productivity in Research scholarship (PQ), in order to analyze the promotion of research within the scope of CNPq for Education. Regarding the theoretical reference, Pierre Bourdieu, on social fields, and in particular on the scientific field, associated with the notion of habitus (trajectory, practical sense and strategy), considers that academic practices, university training and scientific research, on which they constitute a specific ethos through which certain values are required and developed. In methodological field, it is based on a qualitative and exploratory approach, based on a bibliographical study, database composition on funding and scholarship, obtained in the CNPq through the SIGEF (Management of Development System) and Directory of Research Groups ( DGP), tabulated using SPSS software and documentary analysis, focusing on official documents of the Ministry of Science, Technology, Innovation and Communications (MCTIC) and CNPq, regarding the PQ scholarship and APQ grants. Among the results, it is noted that the investment in Brazilian science and in scientific production area was based on international strategic and political interest. In the promotion of education, the data allowed to establish the trajectory of formation, institutional linkage and research, and demonstrate a certain conservatism that can be understood as difficulty or impossibility to develop new processes and practices more inclusive from the point of view of the equanimous development between the researchers in Brazil and your ‘homo academicus’.ResumoO trabalho objetiva identificar o perfil dos professores financiados com bolsa Produtividade em Pesquisa (PQ), com intuito de analisar o fomento à pesquisa no âmbito do CNPq para a área de Educação. No que concerne ao referencial teórico, perpassa-se por Pierre Bourdieu, sobre campos sociais, e em particular sobre o campo científico, associado à noção de habitus, considerando que as práticas acadêmicas, a formação universitária e a pesquisa científica, sobre as quais constituem-se em um ethos específico por meio do qual determinados valores são requeridos e desenvolvidos. No campo metodológico, apoia-se em abordagem qualitativa, exploratória, com base em estudo bibliográfico, composição de banco de dados sobre financiamento e bolsistas, obtidos no CNPq por meio do Sistema de Gerenciamento do Fomento (SIGEF) e Diretório de Grupos de Pesquisa (DGP), tabulados por meio do software SPSS; e análise documental, com foco em documentos oficiais do Ministério da Ciência, Tecnologia, Inovações e Comunicações (MCTIC) e CNPq, no que tange aos editais de bolsa PQ e de auxílio à pesquisa (APQ). Entre os resultados, nota-se que o investimento na ciência brasileira partiu do interesse estratégico e político internacional. No fomento à Educação os dados permitiram estabelecer a trajetória de formação, de vinculação institucional e de pesquisa, e demonstram certo conservadorismo que pode ser entendido como dificuldade ou impossibilidade de desenvolver novos processos e práticas mais inclusivas do ponto de vista do desenvolvimento equânime entre os pesquisadores do Brasil e seu homo academicus.Keywords: Promotion of research, PQ scholarship, Educational policies, Researcher profile.Palavras-chave: Fomento à pesquisa, Bolsa PQ, Política educacional, Perfil do pesquisador.ReferencesALBAGULI, S. Ciência e Estado no Brasil Moderno: um Estudo sobre o CNPq. 1988. 1 v. (Tese (de Doutorado). Instituto Alberto Luiz Coimbra de Pos-Graduação e Pesquisa em Engenharia - COPPE, Universidade Federal do Rio de Janeiro, UFRJ, 1998.ANDRÉ, Marli. Pesquisa em educação: buscando rigor e qualidade. Cadernos de Pesquisa, São Paulo, n. 113, jul. 2001.BIANCHETTI, Lucídio e MEKSENAS, Paulo (Orgs.). 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This paper reviews eight highly-rated books on Moral Theology to find a common ground for an ethics education program for undergraduate students. Using James Rest’s four domains of moral functioning as its frame of reference, it examined the substantive contents and determined the extent of their alignment with identified learning outcomes for an undergraduate ethics course. Although they differed in the elements of approach and method, it is evident that in terms of their overall substantive content, the eight books adequately covered what is widely considered as the foundation stones of Catholic morality. Nonetheless, it is clear that their usefulness as “tool, tutor, and guide” for ethics education would largely have to depend on the professional competence, intended outcomes, pedagogical skills/strategies, and personal qualities of the facilitator. References Armstrong, Mary Beth, Edward Ketz & Dwigth Owsenc. Ethics Education in Accounting: Moving Towards Ethical Motivation and Ethical Behavior. Available online at https://doi.org/10.1016/S0748-5751(02)00017-9, 2002. Bebeau, Michael J., Rest, James R. & Narvaez, Darcia. Beyond the Promise: A Perspective on Research in Moral Education. Volume: 28 issue: 4, 1999:18-26 https://doi.org/10.3102/0013189X028004018. Bretzke, James T. Select Bibliography on Fundamental Moral Theology, 2014. Available online at https://www2.bc.edu/...bretzke/FundamentalMoralBibliography. Callahan, Daniel. Goals in the Teaching of Ethics. In Callahan, D., Bok, S. (Eds.) Ethics Teaching in Higher Education: 61-80. Part of The Hastings Center Series in Ethics book series. Springer, Boston, MA. DOI: https://doi.org/10.1007/978-1-4613-3138-4_2. (1980). Carino, Michael. Evangelism in a Postmodern World (Part 1) Reaching a Conversational Generation. (2000). Available online at https://bible.org/article/clash-cultures-evangelism-postmodern-world-part-i. Carol Ellam, Terry Stratton, & Denise Gibson Welcoming a New Generation to College: The Millennial Students. Journal of College Admission, n195, 2007. Cavadini, John C. Why Study God? “The Role of Theology at a Catholic University,” in Commonweal, October 2013. Available online at sites.nd.edu/oblation/.../why-study-god-the-role-of-theology-at-a-catholicuniversity/. Cessario, Romanus. O.P. Introduction to Moral Theology, Catholic University of America Press, 2001. Dorran, Robert M., S.J. “A New Project in Systematic Theology,” Theological Studies 2015, Vol. 76(2): 244-246. Gula, Richard M. Reason Informed by Faith: Foundations of Catholic Morality. New York: Paulist Press, 1989. Jimenez-David, Rina. (2016). A "teen-pregnancy crisis," Philippine Daily Inquirer, July 01 2016. Available online at inquirer.net. Klinker, JoAnn & Hackman, Donald G. “An Analysis of Principals’ Ethical Decision Making Using Rest’s Four Component Model of Moral Behavior,” Journal of School Leadership, Vol. 14 July 2004, 434-448. Kulm, Gerald, Roseman, JoEllen & Treistman. Michelle. “A Benchmarks-Based Approach to Textbook Evaluation,”2004 Available online at www.project2061.org/publications/textbook/.../approach.htm Kurtines, William M. Gewirtz, Jacob L & Lamb, Sharon (Eds.) The College Experience and Moral Development from Handbook of Moral Behavior and Development: Volume 2.2014. Lasco, Gideon. “Pagkakanya-kanya” Philippine Daily Inquirer, April 5, 2018.Available online at inquirer.net. Loewenberg Ball, D. “Bridging Practices: Intertwining Content and Pedagogy inTeaching and Learning to Teach,” (2000). Available online at journalss.sagepub.com/doi/10.1177/0022487100051003013 Mattison, William, C., III. Introducing Moral Theology. Brazos Press, 2008. May, William E. An Introduction to Moral Theology. Second Edition. (Huntington, Indiana: Our Sunday Visitor Publishing Division, 1983. Myyry, Liisa, “Components of Morality: A Professional Ethics Perspective on Moral Motivation, Moral Sensitivity, Moral Reasoning and Related Constructs among University Students,” in Social Psychology Studies 9. Department of Psychology, University of Helsinki. Nucci, Larry, & Narvaez, Darcia. ((Eds.). Handbook of Moral and Character Education. New York: Routledge, 2008 O’Reilly, Kevin E. OP, “University Education Construed in the Light of Faith. A Review,” Edited by the Dominicans of the English Province. Vol. 98, No. 1076, 373-386. July 2017 https://doi.org/10.1111/nbfr.12046. Ozar, David .T. Learning Outcomes for Ethics across the Curriculum Programs. 2001. Available online at https://www.uvu.edu/.../Learning%20Outcomes%20for%20Ethics%20Across%20the. Pesche, Karl H., SVD. Christian Ethics: General Moral Theology in the Light of Vatican II. Manila: Divine Word Publications, 1996. Pieper, J. Z.T. & Vermeer, P. “Religious Consciousness of Dutch Youth: Consequences for Religious Education,” in Journal of Empirical Theology, 2011: 14, 2, 56. Pinckaers, Servais, O.P. The Sources of Christian Ethics. Translated by Sr. Mary Thomas Noble, O.P.Washington, D.C.: Catholic University of America Press. 3rd Edition, 1995. Prummer, Dominic M. Handbook of Moral Theology. Roman Catholic Books, 1995. Radcliffe, Timothy, O.P. What is the Point of Being a Christian? New York: Burns and Oates, 2005. Ratzinger, Joseph. Principles of Catholic Theology. San Francisco: Ignatius Press, 1987. Rest, James R. “A Psychologist Looks at the Teaching of Ethics, “in Moral Development and Moral Education. Hastings Center Report, 12:29-36. February 1982. https://doi.org/10.2307/3560621. Sanks, T.Howland, S.J. “A Church That Can and Cannot Change: The Dynamics of Tradition,” in Theological Studies, 2015, Vol. 76 (2): 298-299. 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The Christian Path in a Pluralistic World and the Study of Spirituality (Maryland: Lexington Books, 2012).

Introduction Mentors play a role in real life, just as they do in fiction. They also feature in reality television, which sits somewhere between the two. In fiction, mentors contribute to the narrative arc by providing guidance and assistance (Vogler 12) to a mentee in his or her life or professional pursuits. These exchanges are usually characterized by reciprocity, the need for mutual recognition (Gadamer 353) and involve some kind of moral question. They dramatise the possibilities of mentoring in reality, to provide us with a greater understanding of the world, and our human interaction within it. Reality television offers a different perspective. Like drama it uses the plot device of a mentor character to heighten the story arc, but instead of focusing on knowledge-based portrayals (Gadamer 112) of the mentor and mentee, the emphasis is instead on the mentee’s quest for ascension. In attempting to transcend their unknownness (Boorstin) contestants aim to penetrate an exclusive creative class (Florida). Populated by celebrity chefs, businessmen, entertainers, fashionistas, models, socialites and talent judges (to name a few), this class seemingly adds authenticity to ‘competitions’ and other formats. While the mentor’s role, on the surface, is to provide divine knowledge and facilitate the journey, a different agenda is evident in the ways carefully scripted (Booth) dialogue heightens the drama through effusive praise (New York Daily News) and “tactless” (Woodward), humiliating (Hirschorn; Winant 69; Woodward) and cruel sentiments. From a screen narrative point of view, this takes reality television as ‘storytelling’ (Aggarwal; Day; Hirschorn; “Reality Writer”; Rupel; Stradal) into very different territory. The contrived and later edited (Crouch; Papacharissi and Mendelson 367) communication between mentor and mentee not only renders the relationship disingenuous, it compounds the primary ethical concerns of associated Schadenfreude (Balasubramanian, Forstie and van den Scott 434; Cartwright), and the severe financial inequality (Andrejevic) underpinning a multi-billion dollar industry (Hamilton). As upward mobility and instability continue to be ubiquitously portrayed in 21st century reality entertainment under neoliberalism (Sender 4; Winant 67), it is with increasing frequency that we are seeing the systematic reinvention of the once significant cultural and historical role of the mentor. Mentor as Fictional Archetype and Communicator of ThemesDepictions of mentors can be found across the Western art canon. From the mythological characters of Telemachus’ Athena and Achilles’ Chiron, to King Arthur’s Merlin, Cinderella’s Fairy Godmother, Jim Hawkins’ Long John Silver, Frodo’s Gandalf, Batman’s Alfred and Marty McFly’s Doc Emmett Brown (among many more), the dramatic energy of the teacher, expert or supernatural aid (Vogler 39) has been timelessly powerful. Heroes, typically, engage with a mentor as part of their journey. Mentor types range extensively, from those who provide motivation, inspiration, training or gifts (Vogler), to those who may be dark or malevolent, or have fallen from grace (such as Michael Douglas’ Gordon Gekko in Wall Street 1987, or the ex-tribute Haymitch in The Hunger Games, 2012). A good drama usually complicates the relationship in some way, exploring initial reluctance from either party, or instances of tragedy (Vogler 11, 44) which may prevent the relationship achieving its potential. The intriguing twist of a fallen or malevolent mentor additionally invites the audience to morally analyze the ways the hero responds to what the mentor provides, and to question what our teachers or superiors tell us. In television particularly, long running series such as Mad Men have shown how a mentoring relationship can change over time, where “non-rational” characters (Buzzanell and D’Enbeau 707) do not necessarily maintain reciprocity or equality (703) but become subject to intimate, ambivalent and erotic aspects.As the mentor in fiction has deep cultural roots for audiences today, it is no wonder they are used, in a variety of archetypal capacities, in reality television. The dark Simon Cowell (of Pop Idol, American Idol, Britain’s Got Talent, America’s Got Talent and The X-Factor series) and the ‘villainous’ (Byrnes) Michelin-starred Marco Pierre White (Hell’s Kitchen, The Chopping Block, Marco Pierre White’s Kitchen Wars, MasterChef Australia, New Zealand, South Africa) provide reality writers with much needed antagonism (Rupel, Stradal). Those who have fallen from grace, or allowed their personal lives to play out in tabloid sagas such as Britney Spears (Marikar), or Caitlyn Jenner (Bissinger) provide different sources of conflict and intrigue. They are then counterbalanced with or repackaged as the good mentor. Examples of the nurturer who shows "compassion and empathy" include American Idol’s Paula Abdul (Marche), or the supportive Jennifer Hawkins in Next Top Model (Thompson). These distinctive characters help audiences to understand the ‘reality’ as a story (Crouch; Rupel; Stradal). But when we consider the great mentors of screen fiction, it becomes clear how reality television has changed the nature of story. The Karate Kid I (1984) and Good Will Hunting (1998) are two examples where mentoring is almost the exclusive focus, and where the experience of the characters differs greatly. In both films an initially reluctant mentor becomes deeply involved in the mentee’s project. They act as a special companion to the hero in the face of isolation, and, significantly, reveal a tragedy of their own, providing a nexus through which the mentee can access a deeper kind of truth. Not only are they flawed and ordinary people (they are not celebrities within the imagined worlds of the stories) who the mentee must challenge and learn to truly respect, they are “effecting and important” (Maslin) in reminding audiences of those hidden idiosyncrasies that open the barriers to friendship. Mentors in these stories, and many others, communicate themes of class, culture, talent, jealousy, love and loss which inform ideas about the ethical treatment of the ‘other’ (Gadamer). They ultimately prove pivotal to self worth, human confidence and growth. Very little of this thematic substance survives in reality television (see comparison of plots and contrasting modes of human engagement in the example of The Office and Dirty Jobs, Winant 70). Archetypally identifiable as they may be, mean judges and empathetic supermodels as characters are concerned mostly with the embodiment of perfection. They are flawless, untouchable and indeed most powerful when human welfare is at stake, and when the mentee before them faces isolation (see promise to a future ‘Rihanna’, X-Factor USA, Season 2, Episode 1 and Tyra Banks’ Next Top Model tirade at a contestant who had not lived up to her potential, West). If connecting with a mentor in fiction has long signified the importance of understanding of the past, of handing down tradition (Gadamer 354), and of our fascination with the elder, wiser other, then we can see a fundamental shift in narrative representation of mentors in reality television stories. In the past, as we have opened our hearts to such characters, as a facilitator to or companion of the hero, we have rehearsed a sacred respect for the knowledge and fulfillment mentors can provide. In reality television the ‘drama’ may evoke a fleeting rush of excitement at the hero’s success or failure, but the reality belies a pronounced distancing between mentor and mentee. The Creative Class: An Aspirational ParadigmThemes of ascension and potential fulfillment are also central to modern creativity discourse (Runco; Runco 672; United Nations). Seen as the driving force of the 21st century, creativity is now understood as much more than art, capable of bringing economic prosperity (United Nations) and social cohesion to its acme (United Nations xxiii). At the upper end of creative practice, is what Florida called “the creative class: a fast growing, highly educated, and well-paid segment of the workforce” (on whose expertise corporate profits depend), in industries ranging “from technology to entertainment, journalism to finance, high-end manufacturing to the arts” (Florida). Their common ethos is centered on individuality, diversity, and merit; eclipsing previous systems focused on ‘shopping’ and theme park consumerism and social conservatism (Eisinger). While doubts have since been raised about the size (Eisinger) and financial practices (Krätke 838) of the creative class (particularly in America), from an entertainment perspective at least, the class can be seen in full action. Extending to rich housewives, celebrity teen mothers and even eccentric duck hunters and swamp people, the creative class has caught up to the more traditional ‘star’ actor or music artist, and is increasingly marketable within world’s most sought after and expensive media spaces. Often reality celebrities make their mark for being the most outrageous, the cruelest (Peyser), or the weirdest (Gallagher; Peyser) personalities in the spotlight. Aspiring to the creative class thus, is a very public affair in television. Willing participants scamper for positions on shows, particularly those with long running, heavyweight titles such as Big Brother, The Bachelor, Survivor and the Idol series (Hill 35). The better known formats provide high visibility, with the opportunity to perform in front of millions around the globe (Frere-Jones, Day). Tapping into the deeply ingrained upward-mobility rhetoric of America, and of Western society, shows are aided in large part by 24-hour news, social media, the proliferation of celebrity gossip and the successful correlation between pop culture and an entertainment-style democratic ideal. As some have noted, dramatized reality is closely tied to the rise of individualization, and trans-national capitalism (Darling-Wolf 127). Its creative dynamism indeed delivers multi-lateral benefits: audiences believe the road to fame and fortune is always just within reach, consumerism thrives, and, politically, themes of liberty, egalitarianism and freedom ‘provide a cushioning comfort’ (Peyser; Pinter) from the domestic and international ills that would otherwise dispel such optimism. As the trials and tests within the reality genre heighten the seriousness of, and excitement about ascending toward the creative elite, show creators reproduce the same upward-mobility themed narrative across formats all over the world. The artifice is further supported by the festival-like (Grodin 46) symbology of the live audience, mass viewership and the online voting community, which in economic terms, speaks to the creative power of the material. Whether through careful manipulation of extra media space, ‘game strategy’, or other devices, those who break through are even more idolized for the achievement of metamorphosing into a creative hero. For the creative elite however, who wins ‘doesn’t matter much’. Vertical integration is the priority, where the process of making contestants famous is as lucrative as the profits they will earn thereafter; it’s a form of “one-stop shopping” as the makers of Idol put it according to Frere-Jones. Furthermore, as Florida’s measures and indicators suggested, the geographically mobile new creative class is driven by lifestyle values, recreation, participatory culture and diversity. Reality shows are the embodiment this idea of creativity, taking us beyond stale police procedural dramas (Hirschorn) and racially typecast family sitcoms, into a world of possibility. From a social equality perspective, while there has been a notable rise in gay and transgender visibility (Gamson) and stories about lower socio-economic groups – fast food workers and machinists for example – are told in a way they never were before, the extent to which shows actually unhinge traditional power structures is, as scholars have noted (Andrejevic and Colby 197; Schroeder) open to question. As boundaries are nonetheless crossed in the age of neoliberal creativity, the aspirational paradigm of joining a new elite in real life is as potent as ever. Reality Television’s Mentors: How to Understand Their ‘Role’Reality television narratives rely heavily on the juxtaposition between celebrity glamour and comfort, and financial instability. As mentees put it ‘all on the line’, storylines about personal suffering are hyped and molded for maximum emotional impact. In the best case scenarios mentors such as Caitlyn Jenner will help a trans mentee discover their true self by directing them in a celebrity-style photo shoot (see episode featuring Caitlyn and Zeam, Logo TV 2015). In more extreme cases the focus will be on an adopted contestant’s hopes that his birth mother will hear him sing (The X Factor USA, Season 2, Episode 11 Part 1), or on a postal clerk’s fear that elimination will mean she has to go back “to selling stamps” (The X Factor US - Season 2 Episode 11 Part 2). In the entrepreneurship format, as Woodward pointed out, it is not ‘help’ that mentees are given, but condescension. “I have to tell you, my friend, that this is the worst idea I’ve ever heard. You don’t have a clue about how to set up a business or market a product,” Woodward noted as the feedback given by one elite businessman on The Shark Tank (Woodward). “This is a five million dollar contract and I have to know that you can go the distance” (The X Factor US – Season 2 Episode 11, Part 1) Britney Spears warned to a thirteen-year-old contestant before accepting her as part of her team. In each instance the fictitious premise of being either an ‘enabler’ or destroyer of dreams is replayed and slightly adapted for ongoing consumer interest. This lack of shared experience and mutual recognition in reality television also highlights the overt, yet rarely analyzed focus on the wealth of mentors as contrasted with their unstable mentees. In the respective cases of The X Factor and I Am Cait, one of the wealthiest moguls in entertainment, Cowell, reportedly contracts mentors for up to $15 million per season (Nair); Jenner’s performance in I Am Cait was also set to significantly boost the Kardashian empire (reportedly already worth $300 million, Pavia). In both series, significant screen time has been dedicated to showing the mentors in luxurious beachside houses, where mentees may visit. Despite the important social messages embedded in Caitlyn’s story (which no doubt nourishes the Kardashian family’s generally more ersatz material), the question, from a moral point of view becomes: would these mentors still interact with that particular mentee without the money? Regardless, reality participants insist they are fulfilling their dreams when they appear. Despite the preplanning, possibility of distress (Australia Network News; Bleasby) and even suicide (Schuster), as well as the ferocity of opinion surrounding shows (Marche) the parade of a type of ‘road of trials’ (Vogler 189) is enough to keep a huge fan base interested, and hungry for their turn to experience the fortune of being touched by the creative elite; or in narrative terms, a supernatural aid. ConclusionThe key differences between reality television and artistic narrative portrayals of mentors can be found in the use of archetypes for narrative conflict and resolution, in the ways themes are explored and the ways dialogue is put to use, and in the focus on and visibility of material wealth (Frere-Jones; Peyser). These differences highlight the political, cultural and social implications of exchanging stories about potential fulfillment, for stories about ascension to the creative class. Rather than being based on genuine reciprocity, and understanding of human issues, reality shows create drama around the desperation to penetrate the inner sanctum of celebrity fame and fortune. In fiction we see themes based on becoming famous, on gender transformation, and wealth acquisition, such as in the films and series Almost Famous (2000), The Bill Silvers Show (1955-1959), Filthy Rich (1982-1983), and Tootsie (1982), but these stories at least attempt to address a moral question. Critically, in an artistic - rather than commercial context – the actors (who may play mentees) are not at risk of exploitation (Australia Network News; Bleasby; Crouch). Where actors are paid and recognized creatively for their contribution to an artistic work (Rupel), the mentee in reality television has no involvement in the ways action may be set up for maximum voyeuristic enjoyment, or manipulated to enhance scandalous and salacious content which will return show and media profits (“Reality Show Fights”; Skeggs and Wood 64). The emphasis, ironically, from a reality production point of view, is wholly on making the audience believe (Papacharissi and Mendelson 367) that the content is realistic. This perhaps gives some insight as to why themes of personal suffering and instability are increasingly evident across formats.On an ethical level, unlike the knowledge transferred through complex television plots, or in coming of age films (as cited above) about the ways tradition is handed down, and the ways true mentors provide altruistic help in human experience; in reality television we take away the knowledge that life, under neoliberalism, is most remarkable when one is handpicked to undertake a televised journey featuring their desire for upward mobility. The value of the mentoring in these cases is directly proportionate to the financial objectives of the creative elite.ReferencesAggarwal, Sirpa. “WWE, A&E Networks, and Simplynew Share Benefits of White-Label Social TV Solutions at the Social TV Summit.” Arktan 25 July 2012. 1 August 2014 <http://arktan.com/wwe-ae-networks-and-simplynew-share-benefits-of-white-label-social-tv-solutions-at-the-social-tv-summit/>. 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Now in its thirtieth season, in 2018, The Simpsons is a popular culture phenomenon. The series is known as much for its social commentary as its humour and celebrity appearances. Nonetheless, The Simpsons’ ratings have declined steadily since the early 2000s, and fans have grown more vocal in their calls for the program’s end. This article provides a case study of episode “That 90s Show” (S19, E11) as a flashpoint that exemplifies fan desires for the series’ conclusion. This episode is one of the most contentious in the program’s history, with online outrage at the retconning of canon and both fans and anti-fans (Gray) of The Simpsons demanding its cancellation or “fan euthanasia”. The retconning of the canon in this episode makes evident the perceived decline in the quality of the series, and the regard for fan desires. “That 90s Show” is ultimately a failed attempt to demonstrate the continued relevance of the series to audiences, and popular culture at large, via its appeal to 1990s nostalgia.“That 90s Show”“That 90s Show” begins with Bart and Lisa’s discovery of Marge’s Springfield University diploma. This small incident indicates an impending timeline shift and “retcon”; canonically Marge never attended college, having fallen pregnant with Bart shortly after completing high school. The episode then offers an extended flashback to Marge and Homer’s life in the 1990s. The couple are living together in the Springfield Place apartment complex, with Homer working a variety of menial jobs to support Marge while she attends college. Homer and Marge subsequently break up, and Marge begins to date Professor Stephan August. In his despair, Homer can no longer perform R & B ballads with his ensemble. The band changes genres, and their new incarnation, Sadgasm, are soon credited with initiating the grunge movement. Sadgasm gain worldwide fame for their songs “Margerine” (a version of “Glycerine” by Bush), and “Politically Incorrect/Shave Me” (set to the melody of “Rape Me” by Nirvana) – which is later parodied in the episode by guest star Weird Al Yankovic as “BrainFreeze”. Homer develops an addiction to oversized, sweetened Starbucks coffee, and later, insulin, becoming a recluse despite the legion of fans camped out on his front lawn.Marge and Professor August soon part company due to his rejection of heteronormative marriage rituals. Upon her return to campus, Marge observes an MTV report on Sadgasm’s split, and Homer’s addiction, and rushes to Homer’s bedside to help him through recovery. Marge and Homer resume their relationship, and the grunge movement ends because Homer claims he “was too happy to ever grunge again.”While the episode rates a reasonable 6.1 on IMDB, fan criticism has largely focused on the premise of the episode, and what has been perceived to be the needless retconning of The Simpsons canon. Critic Robert Canning notes: “…what ‘That 90s Show’ did was neither cool nor interesting. Instead, it insulted lifelong Simpsons fans everywhere. With this episode, the writers chose to change the history of the Simpson family.” Canning observes that the episode could have worked if the flashback had been to the 1980s which supports canonicity, rather than a complete “retcon”. The term “retcon” (retroactive continuity) originates from narrative devices used in North American superhero comics, and is now broadly applied to fictional narrative universes. Andrew Friedenthal (10-11) describes retconning as “… a revision of the fictional universe in order to make the universe fresh and exciting for contemporary readers, but it also involves the influence of the past, as it directly inscribes itself upon that past.” While Amy Davis, Jemma Gilboy and James Zborowski (175-188) have highlighted floating timelines as a feature of long running animation series’ where characters remain the same age, The Simpsons does not fully adhere to this trope: “… one of the ‘rules’ of the ‘comic-book time’ or ‘floating timeline’ trope is that ‘you never refer to specific dates’… a restriction The Simpsons occasionally eschews” (Davis, Gilboy, and Zborowski 177).For many fans, “That 90s Show” becomes abstruse by erasing Marge and Homer’s well-established back story from “The Way We Was” (S2, E12). In the established narrative, Marge and Homer had met, fell in love and graduated High School in 1974; shortly after Marge fell pregnant with Bart, resulting in the couple’s shotgun wedding. “That 90s Show” disregards the pre-existing timeline, extending their courtship past high school and adding the couple’s breakup, and Homer’s improbable invention of grunge. Fan responses to “That 90s Show” highlight this episode of The Simpsons as a flashpoint for the sharp decline of quality in the series (despite having long since “jumped the shark”); but also, a decline in regard for the desires of fans. Thus, “That 90s Show” fails not only in rewriting its canon, and inserting the narrative into the 1990s; it also fails to satiate its loyal audience by insisting upon its centrality to 1990s pop culture.While fans have been vocal in online forums about the shift in the canon, they have also reflected upon the tone-deaf portrayal of the 1990s itself. During the course of the episode many 90s trends are introduced, the most contentious of which is Homer’s invention of grunge with his band Sadgasm. While playing a gig at Springfield University a young man in the audience makes a frantic phone call, shouting over the music: “Kurt, it’s Marvin. Your cousin, Marvin Cobain. You know that new sound you’re looking for…?,” thrusting the receiver towards the stage. The link to Nirvana firmly established, the remainder of the episode connects Homer’s depression and musical expression more and more blatantly to Kurt Cobain’s biography, culminating in Homer’s seclusion and near-overdose on insulin. Fans have openly debated the appropriateness of this narrative, and whether it is disrespectful to Cobain’s legacy (see Amato). Henry Jenkins (41) has described this type of debate as a kind of “moral economy” where fans “cast themselves not as poachers but as loyalists, rescuing essential elements of the primary text ‘misused’ by those who maintain copyright control over the program materials.” In this example, many original fans of The Simpsons felt the desire to rescue both Cobain’s and The Simpsons’ legacy from a poorly thought-out retcon seen to damage the legacy of both.While other trends associated with the 90s (Seinfeld; Beanie babies; Weird Al Yankovic; Starbucks; MTV VJs) all feature, it is Homer’s supposed invention of grunge which most overtly attempts to rewrite the 90s and reaffirm The Simpsons’ centrality to 90s pop culture. As the rest of this article will discuss, by rewriting the canon, and the 1990s, “That 90s Show” has two unrealised goals— firstly, to captivate an audience who have grown up with The Simpsons, via an appeal to nostalgia; and secondly, inserting themselves into the 1990s as an effort to prove the series’ relevance to a new generation of audience members who were born during that decade, and who have a nostalgic craving for the media texts of their childhood (Atkinson). Thus, this episode is indicative of fan movement towards an anti-fan position, by demanding the series’ end, or “fan euthanasia” (Williams 106; Booth 75-86) and exposing the “… dynamic spectrum of emotional reactions that fandom can generate” (Booth 76-77).“Worst. Episode. Ever”: Why “That 90s Show” FailedThe failure of “That 90s Show” can be framed in terms of audience reception— namely the response of original audience members objecting to the retconning of The Simpsons’ canon. Rather than appealing to a sense of nostalgia among the audience, “That 90s Show” seems only to suggest that the best episodes of The Simpsons aired before the end of the 1990s. Online forums devoted to The Simpsons concur that the series was at its peak between Seasons 1-10 (1989-1999), and that subsequent seasons have failed to match that standard. British podcaster Sol Harris spent four months in 2017 watching, rating, and charting The Simpsons’ declining quality (Kostarelis), with the conclusion that series’ downfall began from Season 11 onwards (despite a brief spike following The Simpsons Movie (2007)). Any series that aired on television post-1999 has been described as “Zombie Simpsons” by fans on the Dead Homer Society forum: “a hopelessly mediocre imitation that bears only a superficial resemblance to the original. It is the unwanted sequel, the stale spinoff, the creative dry hole that is kept pumping in the endless search for more money. It is Zombie Simpsons” (Sweatpants). It is essential to acknowledge the role of economics in the continuation of The Simpsons, particularly in terms of the series’ affiliation with the Fox Network. The Simpsons was the first series screened on Fox to reach the Top 30 programs in the US, and despite its overall decline, it is still one of the highest rating programs for the 18-49 demographic, enabling Fox to charge advertisers accordingly for a so-called “safe” slot (Berg). During its run, it has been estimated variously that Fox has been building towards a separate Simpsons cable channel, thus the consistent demand for new content; and, that the series has earned in excess of $4.6 billion for Fox in merchandising alone (Berg). Laura Bradley outlines how the legacy of The Simpsons beyond Season 30 has been complicated by the ongoing negotiations for Disney to buy 20th Century Fox – under these arrangements, The Simpsons would likely be screened on ABC or Hulu, should Disney continue producing the series (Bradley). Bradley emphasises the desire for fan euthanasia of the Zombie Simpsons, positing that “the series itself could end at Season 30, which is what most fans of the show’s long-gone original iteration would probably prefer.”While more generous fans expand the ‘Golden Age’ of The Simpsons to Season 12 (Power), the Dead Homer Society argues that their Zombie Simpsons theory is proven by the rise of “Jerkass Homer”, where Homer’s character changed from delightful doofus to cruel and destructive idiot (Sweatpants; Holland). The rise of Jerkass Homer coincides with the moment where Chris Plante claims The Simpsons “jumped the shark”. The term “jumping the shark” refers to the peak of a series before its inevitable, and often sharp, decline (Plante). In The Simpsons, this moment has been variously debated as occurring during S8, E23 “Homer’s Enemy” (Plante), or more popularly, S9, E2 “The Principle and the Pauper” (Chappell; Cinematic) – which like “That 90s Show”, received a vitriolic response for its attempt to retcon the series’ narrative history. “The Principal and the Pauper” focuses on Principal Skinner, and the revelation that he had assumed the identity of his (presumed dead during the Vietnam War) Army Sergeant, Seymour Skinner. The man we have known as Skinner is revealed to be “no-good-nik” Armin Tanzarian. This episode is loathed not only by audiences, but in hindsight, The Simpsons’ creative team. Voice actor Harry Shearer was scathing in his assessment:You’re taking something that an audience has built eight years or nine years of investment in and just tossed it in the trash can for no good reason, for a story we’ve done before with other characters. It’s so arbitrary and gratuitous, and it’s disrespectful to the audience. (Wilonsky)The retcon present in both “That 90s Show” and “The Principal and the Pauper” proves that long-term fans of The Simpsons have been forgotten in Groening’s quest to reach the pinnacle of television longevity. On this basis, it is unsurprising that fans have been demanding the end of the series since the turn of the millennium.As a result, fans such as the Dead Homer Society maintain a nostalgic longing for the Golden Age of The Simpsons, while actively campaigning for the program’s cancellation, a practice typically associated with anti-fans. Jonathan Gray coined the term “anti fan” to describe “… the active and vocal dislike or hate of a program, genre, or personality (841). For Gray, the study of anti-fans emphasises that the hatred of a text can “… produce just as much activity, identification, meaning, and ‘effects’ or serve just as powerfully to unite and sustain a community or subculture” (841). Gray also stresses the discourse of morality used by anti-fans to validate their reading position, particularly against texts that are broadly popular. This argument is developed further by Jenkins and Paul Booth.“Just Pick a Dead End, and Chill Out till You Die”: Fan EuthanasiaWhile some fans of The Simpsons have moved towards anti-fan practices (active hatred of the series, and/or a refusal to watch the show), many more occupy a “middle-ground”, pleading for a form of “fan euthanasia”; where fans call for their once loved object (and by extension, themselves) to “be put out of its misery” (Booth 76). The shifting relationship of fans of The Simpsons represents an “affective continuum”, where “… fan dissatisfaction arises not because they hate a show, but because they feel betrayed by a show they once loved. Their love of a text has waned, and now they find themselves wishing for a quick end to, a revaluation of, something that no longer lives up to the high standard they once valued” (Booth 78). While calls to end The Simpsons have existing since the end of the Golden Age, other fans (Ramaswamy) have suggested it is more difficult to pinpoint when The Simpsons lost its way. Despite airing well after the Golden Age, “That 90s Show” represents a flashpoint for fans who read the retcon as “… an insult to life-long Simpsons fans everywhere… it’s an episode that rewrites history… for the worse” (Canning). In attempting to appeal to the 90s nostalgia of original fans, ‘That 90s Show’ had the opposite effect; it instead reaffirms the sharp decline of the series since its Golden Age, which ended in the 1990s.Shifting the floating timeline of The Simpsons into the 1990s and overturning the canon to appeal to a new generation is dubious for several reasons. While it is likely that original viewers of The Simpsons (their parents) may have exposed their children to the series, the program’s relevance to Millennials is questionable. In 2015, Todd Schneider data mapped audience ratings for Seasons 1-27, concluding that there has been an 80% decline in viewership between Season 2 (which averaged at over 20 million American viewers per episode) to Season 27 (which averaged at less than 5 million viewers per episode). With the growth of SVOD services during The Simpsons’ run, and the sheer duration of the series, it is perhaps obvious to point out the reduced cultural impact of the program, particularly for younger generations. Secondly, “That 90s Show’s” appeal to nostalgia raises the question of whom nostalgia for the 1990s is aimed at. Atkinson argues that children born in the 1990s feel nostalgia for the era becausewe're emotionally invested in the entertainment from that decade because back then, with limited access to every album/TV show/film ever, the ones you did own meant absolutely everything. These were the last pop-culture remnants from that age when the internet existed without being all-consuming. … no wonder we still 'ship them so hard.Following this argument, if you watched The Simpsons as a child during the 1990s, the nostalgia you feel would be, like your parents, for the Golden Age of The Simpsons, rather than the pale imitation featured in “That 90s Show”. As Alexander Fury writes of the 90s: “perhaps the most important message … in the 90s was the idea of authenticity;” thus, if the children of the 90s are watching The Simpsons, they would look to Seasons 1-10 – when The Simpsons was an authentic representation of ‘90s popular culture.Holland has observed that The Simpsons endures “in part due to the way it adapts and responds to events around it”, citing the recent release of clips responding to current events – including Homer attempting to vote; and Trump’s tenure in the White House (Brockington). Yet the failure of “That 90s Show” marks not only The Simpsons increasingly futile efforts to appeal to a “liberal audience” by responding to contemporary political discourse. The failure to adapt is most notable in Hari Kondabolu’s documentary The Problem With Apu which targeted racist stereotypes, and The Simpsons’ poorly considered response episode (S29, E 15) “No Good Read Goes Unpunished”, the latter of which featured an image of Apu signed with Bart’s catchphrase, “Don’t have a cow, man” (Harmon). Groening has remained staunch, insisting that “it’s a time in our culture where people love to pretend they’re offended”, and that the show “speaks for itself” (Keveney). Groening’s statement was followed by the absence of Apu from the current season (Snierson), and rumours that he would be removed from future storylines (Culbertson).“They’ll Never Stop The Simpsons”The case study of The Simpsons episode “That 90s Show” demonstrates the “affective continuum” occupied at various moments in a fan’s relationship with a text (Booth). To the displeasure of fans, their once loved object has frequently retconned canon to capitalise on popular culture trends such as nostalgia for the 1990s. This episode demonstrates the failure of this strategy, as it both alienated the original fan base, and represented what many fans have perceived to be a sharp decline in The Simpsons’ quality. Arguably the relevance of The Simpsons might also remain in the 1990s. Certainly, the recent questioning of issues regarding representations of race, negative press coverage, and the producers’ feeble response, increases the weight of fan calls to end The Simpsons after Season 30. As they sang in S13, E17, perhaps “[We’ll] Never Stop The Simpsons”, but equally, we may have reached the tipping point where audiences have stopped paying attention.ReferencesAmato, Mike. “411: ‘That 90s Show.” Me Blog Write Good. 12 Dec. 2012. 2 Oct. 2018 <https://meblogwritegood.wordpress.com/2012/12/12/411-that-90s-show/>.Atkinson, S. “Why 90s Kids Can’t Get over the 90s and Are Still So Nostalgic for the Decade.” Bustle. 14 Apr. 2018. 28 Sep. 2018 <https://www.bustle.com/p/why-90s-kids-cant-get-over-the-90s-are-still-so-nostalgic-for-the-decade-56354>.Berg, Madeline. “The Simpsons Signs Renewal Deal for the Record Books.” Forbes. 4 Nov. 2016. 20 Nov. 2018 <https://www.forbes.com/sites/maddieberg/2016/11/04/the-simpsons-signs-renewal-deal-for-the-record-books/#264a50b61b21>.Booth, Paul. “Fan Euthanasia: A Thin Line between Love and Hate.” Everybody Hurts: Transitions, Endings, and Resurrections in Fan Cultures. Ed. Rebecca Williams. Iowa City: University of Iowa Press, 2018. 75-86.Bradley, Laura. “What Disney and Comcast’s Battle over Fox Means for Film and TV Fans.” Vanity Fair. 14 June 2018. 20 Nov. 2018 <https://www.vanityfair.com/hollywood/2018/06/comcast-fox-bid-disney-merger-tv-film-future-explainer>.Brockington, Ariana. “Donald Trump Reconsiders His Life in Simpsons Video ‘A Tale of Two Trumps.” Variety. 23 Mar. 2018. 28 Sep. 2018 <https://variety.com/2018/politics/news/the-simpsons-donald-trump-a-tale-of-two-trumps-1202735526/>.Canning, Robert. “The Simpsons: ‘That 90s Show’ Review.” 28 Jan. 2008. 2 Oct. 2018 <https://au.ign.com/articles/2008/01/28/the-simpsons-that-90s-show-review>.Chappell, Les. “The Simpsons (Classic): ‘The Principal and the Pauper’.” AV Club. 28 June 2015. 20 Nov. 2018 <https://tv.avclub.com/the-simpsons-classic-the-principal-and-the-pauper-1798184317>.Cinematic. “The Principal and the Pauper: The Fall of The Simpsons.” 15 Aug. 2012. 20 Nov. 2018 <https://cinematicfilmblog.com/2012/08/15/the-principal-and-the-pauper-the-fall-of-the-simpsons/>.Culbertson, Alix. “The Simpsons Producer Responds to Apu Controversy.” Sky News. 30 Oct. 2018. 20 Nov. 2018 <https://news.sky.com/story/the-simpsons-indian-character-apu-axed-after-racial-controversy-11537982>.Davis, Amy M., Jemma Gilboy, and James Zborowski. “How Time Works in The Simpsons.” Animation: An Interdisciplinary Journal 10.3 (2015): 175-188.Friedenthal, Andrew. Retcon Game: Retroactive Continuity and the Hyperlinking of America. USA: University Press of Mississippi, 2017.Fury, Alexander. “The Return of the ‘90s.” New York Times. 13 July 2016. 28 Sep. 2018. <https://www.nytimes.com/2016/07/13/t-magazine/fashion/90s-fashion-revival.html>.Gray, Jonathan. “Antifandom and the Moral Text: Television without Pity and Textual Dislike.” American Behavioral Scientist 48.7 (2005): 840-858.Harmon, Steph. “‘Don’t Have a Cow’: The Simpsons Response to Apu Racism Row Criticised as ‘Toothless’.” The Guardian. 10 Apr. 2018. 28 Sep. 2018 <https://www.theguardian.com/tv-and-radio/2018/apr/10/dont-have-a-cow-the-simpsons-response-to-apu-racism-row-criticised-as-toothless>.Holland, Travis. “Why The Simpsons Lost Its Way.” The Conversation. 3 Nov. 2016. 28 Sep. 2018. <https://theconversation.com/why-the-simpsons-has-lost-its-way-67845>.IMDB. “The Simpsons – That 90s Show.” 2 Oct. 2018 <https://www.imdb.com/title/tt1166961/>.Jenkins, Henry. Fans, Bloggers, and Gamers: Exploring Participatory Culture. New York: NYU P, 2006.Keveney, Bill. “The Simpsons Exclusive: Matt Groening (Mostly) Remembers the Show’s Record 636 Episodes.” USA Today. 27 Apr. 2018. 20 Nov. 2018 <https://www.usatoday.com/story/life/tv/2018/04/27/thesimpsons-matt-groening-new-record-fox-animated-series/524581002/>.Kostarelis, Stefan. “This Genius Chart That Tracks the Decline in The Simpsons Is Too Real”. Techly. 21 July 2017. 2 Oct. 2018 <https://www.techly.com.au/2017/07/21/british-man-binges-all-simpsons-episodes-in-a-month-charts-decline-in-shows-quality/>.Plante, Chris. “The Simpsons Jumped the Shark in One of Its Best Episodes”. The Verge. 22 Aug. 2014. 20 Nov. 2018 <https://www.theverge.com/2014/8/22/6056915/frank-grimes-the-simpsons-jump-the-shark>.Power, Kevin. “I Watched All 629 Episodes of The Simpsons in a Month. Here’s What I Learned.” Antihuman. 9 Feb. 2018. 1 Oct. 2018 <https://antihumansite.wordpress.com/2018/02/09/i-watched-all-629-episodes-of-the-simpsons-in-a-month-heres-what-i-learned/>.Rabin, Nathan, and Steven Hyden. “Crosstalk: Is It Time for The Simpsons to Call It a Day?” AV Club. 26 July 2007. 20 Nov. 2018 <https://tv.avclub.com/crosstalk-is-it-time-for-the-simpsons-to-call-it-a-day-1798211912>.Ramaswarmy, Chitra. “When Good TV Goes Bad: How The Simpsons Ended Up Gorging on Itself.” The Guardian. 24 Apr. 2017. 28 Sep. 2018 <https://www.theguardian.com/tv-and-radio/2017/apr/24/jump-the-shark-when-good-tv-goes-bad-the-simpsons>.Schneider, Todd. “The Simpsons by the Data.” Todd W. Schneider’s Home Page. 2015. 28 Sep. 2018 <http://toddwschneider.com/posts/the-simpsons-by-the-data/>.Snierson, Dan. “Simpsons Showrunner on Homer’s ‘Cheating’ on Marge, RuPaul’s Guest Spot, Apu Controversy”. Entertainment Weekly. 28 Sep. 2018. 26 Nov. 2018 <https://ew.com/tv/2018/09/28/simpsons-showrunner-season-30-preview/>.Sweatpants, Charlie. “Zombie Simpsons: How the Best Show Ever Became the Broadcasting Undead.” Dead Homer Society. 28 Sep. 2018 <https://deadhomersociety.com/zombiesimpsons/>.Williams, Rebecca. Post-Object Fandom: Television, Identity, and Self-Narrative. New York: Bloomsbury, 2015.

IntroductionDespite claims that the importance of distance has been reduced due to technological and communications improvements (Cairncross; Friedman; O’Brien), the ‘power of place’ still resonates, often intensifying the role of geography (Christopherson et al.; Morgan; Pratt; Scott and Storper). Within the film industry, there has been a decentralisation of production from Hollywood, but there remains a spatial logic which has preferenced particular centres, such as Toronto, Vancouver, Sydney and Prague often led by a combination of incentives (Christopherson and Storper; Goldsmith and O’Regan; Goldsmith et al.; Miller et al.; Mould). The emergence of high end television, television programming for which the production budget is more than £1 million per television hour, has presented new opportunities for screen hubs sharing a very similar value chain to the film industry (OlsbergSPI with Nordicity).In recent years, interventions have proliferated with the aim of capitalising on the decentralisation of certain activities in order to attract international screen industries production and embed it within local hubs. Tools for building capacity and expertise have proliferated, including support for studio complex facilities, infrastructural investments, tax breaks and other economic incentives (Cucco; Goldsmith and O’Regan; Jensen; Goldsmith et al.; McDonald; Miller et al.; Mould). Yet experience tells us that these will not succeed everywhere. There is a need for a better understanding of both the capacity for places to build a distinctive and competitive advantage within a highly globalised landscape and the relative merits of alternative interventions designed to generate a sustainable production base.This article first sets out the rationale for the appetite identified in the screen industries for co-location, or clustering and concentration in a tightly drawn physical area, in global hubs of production. It goes on to explore the latest trends of decentralisation and examines the upturn in interventions aimed at attracting mobile screen industries capital and labour. Finally it introduces the Scottish screen industries and explores some of the ways in which Scotland has sought to position itself as a recipient of screen industries activity. The paper identifies some key gaps in infrastructure, most notably a studio, and calls for closer examination of the essential ingredients of, and possible interventions needed for, a vibrant and sustainable industry.A Compulsion for ProximityIt has been argued that particular spatial and place-based factors are central to the development and organisation of the screen industries. The film and television sector, the particular focus of this article, exhibit an extraordinarily high degree of spatial agglomeration, especially favouring centres with global status. It is worth noting that the computer games sector, not explored in this article, slightly diverges from this trend displaying more spatial patterns of decentralisation (Vallance), although key physical hubs of activity have been identified (Champion). Creative products often possess a cachet that is directly associated with their point of origin, for example fashion from Paris, films from Hollywood and country music from Nashville – although it can also be acknowledged that these are often strategic commercial constructions (Pecknold). The place of production represents a unique component of the final product as well as an authentication of substantive and symbolic quality (Scott, “Creative cities”). Place can act as part of a brand or image for creative industries, often reinforcing the advantage of being based in particular centres of production.Very localised historical, cultural, social and physical factors may also influence the success of creative production in particular places. Place-based factors relating to the built environment, including cheap space, public-sector support framework, connectivity, local identity, institutional environment and availability of amenities, are seen as possible influences in the locational choices of creative industry firms (see, for example, Drake; Helbrecht; Hutton; Leadbeater and Oakley; Markusen).Employment trends are notoriously difficult to measure in the screen industries (Christopherson, “Hollywood in decline?”), but the sector does contain large numbers of very small firms and freelancers. This allows them to be flexible but poses certain problems that can be somewhat offset by co-location. The findings of Antcliff et al.’s study of workers in the audiovisual industry in the UK suggested that individuals sought to reconstruct stable employment relations through their involvement in and use of networks. The trust and reciprocity engendered by stable networks, built up over time, were used to offset the risk associated with the erosion of stable employment. These findings are echoed by a study of TV content production in two media regions in Germany by Sydow and Staber who found that, although firms come together to work on particular projects, typically their business relations extend for a much longer period than this. Commonly, firms and individuals who have worked together previously will reassemble for further project work aided by their past experiences and expectations.Co-location allows the development of shared structures: language, technical attitudes, interpretative schemes and ‘communities of practice’ (Bathelt, et al.). Grabher describes this process as ‘hanging out’. Deep local pools of creative and skilled labour are advantageous both to firms and employees (Reimer et al.) by allowing flexibility, developing networks and offsetting risk (Banks et al.; Scott, “Global City Regions”). For example in Cook and Pandit’s study comparing the broadcasting industry in three city-regions, London was found to be hugely advantaged by its unrivalled talent pool, high financial rewards and prestigious projects. As Barnes and Hutton assert in relation to the wider creative industries, “if place matters, it matters most to them” (1251). This is certainly true for the screen industries and their spatial logic points towards a compulsion for proximity in large global hubs.Decentralisation and ‘Sticky’ PlacesDespite the attraction of global production hubs, there has been a decentralisation of screen industries from key centres, starting with the film industry and the vertical disintegration of Hollywood studios (Christopherson and Storper). There are instances of ‘runaway production’ from the 1920s onwards with around 40 per cent of all features being accounted for by offshore production in 1960 (Miller et al., 133). This trend has been increasing significantly in the last 20 years, leading to the genesis of new hubs of screen activity such as Toronto, Vancouver, Sydney and Prague (Christopherson, “Project work in context”; Goldsmith et al.; Mould; Miller et al.; Szczepanik). This development has been prompted by a multiplicity of reasons including favourable currency value differentials and economic incentives. Subsidies and tax breaks have been offered to secure international productions with most countries demanding that, in order to qualify for tax relief, productions have to spend a certain amount of their budget within the local economy, employ local crew and use domestic creative talent (Hill). Extensive infrastructure has been developed including studio complexes to attempt to lure productions with the advantage of a full service offering (Goldsmith and O’Regan).Internationally, Canada has been the greatest beneficiary of ‘runaway production’ with a state-led enactment of generous film incentives since the late 1990s (McDonald). Vancouver and Toronto are the busiest locations for North American Screen production after Los Angeles and New York, due to exchange rates and tax rebates on labour costs (Miller et al., 141). 80% of Vancouver’s production is attributable to runaway production (Jensen, 27) and the city is considered by some to have crossed a threshold as:It now possesses sufficient depth and breadth of talent to undertake the full array of pre-production, production and post-production services for the delivery of major motion pictures and TV programmes. (Barnes and Coe, 19)Similarly, Toronto is considered to have established a “comprehensive set of horizontal and vertical media capabilities” to ensure its status as a “full function media centre” (Davis, 98). These cities have successfully engaged in entrepreneurial activity to attract production (Christopherson, “Project Work in Context”) and in Vancouver the proactive role of provincial government and labour unions are, in part, credited with its success (Barnes and Coe). Studio-complex infrastructure has also been used to lure global productions, with Toronto, Melbourne and Sydney all being seen as key examples of where such developments have been used as a strategic priority to take local production capacity to the next level (Goldsmith and O’Regan).Studies which provide a historiography of the development of screen-industry hubs emphasise a complex interplay of social, cultural and physical conditions. In the complex and global flows of the screen industries, ‘sticky’ hubs have emerged with the ability to attract and retain capital and skilled labour. Despite being principally organised to attract international production, most studio complexes, especially those outside of global centres need to have a strong relationship to local or national film and television production to ensure the sustainability and depth of the labour pool (Goldsmith and O’Regan, 2003). Many have a broadcaster on site as well as a range of companies with a media orientation and training facilities (Goldsmith and O’Regan, 2003; Picard, 2008). The emergence of film studio complexes in the Australian Gold Coast and Vancouver was accompanied by an increasing role for television production and this multi-purpose nature was important for the continuity of production.Fostering a strong community of below the line workers, such as set designers, locations managers, make-up artists and props manufacturers, can also be a clear advantage in attracting international productions. For example at Cinecitta in Italy, the expertise of set designers and experienced crews in the Barrandov Studios of Prague are regarded as major selling points of the studio complexes there (Goldsmith and O’Regan; Miller et al.; Szczepanik). Natural and built environments are also considered very important for film and television firms and it is a useful advantage for capturing international production when cities can double for other locations as in the cases of Toronto, Vancouver, Prague for example (Evans; Goldsmith and O’Regan; Szczepanik). Toronto, for instance, has doubled for New York in over 100 films and with regard to television Due South’s (1994-1998) use of Toronto as Chicago was estimated to have saved 40 per cent in costs (Miller et al., 141).The Scottish Screen Industries Within mobile flows of capital and labour, Scotland has sought to position itself as a recipient of screen industries activity through multiple interventions, including investment in institutional frameworks, direct and indirect economic subsidies and the development of physical infrastructure. Traditionally creative industry activity in the UK has been concentrated in London and the South East which together account for 43% of the creative economy workforce (Bakhshi et al.). In order, in part to redress this imbalance and more generally to encourage the attraction and retention of international production a range of policies have been introduced focused on the screen industries. A revised Film Tax Relief was introduced in 2007 to encourage inward investment and prevent offshoring of indigenous production, and this has since been extended to high-end television, animation and children’s programming. Broadcasting has also experienced a push for decentralisation led by public funding with a responsibility to be regionally representative. The BBC (“BBC Annual Report and Accounts 2014/15”) is currently exceeding its target of 50% network spend outside London by 2016, with 17% spent in Scotland, Wales and Northern Ireland. Channel 4 has similarly committed to commission at least 9% of its original spend from the nations by 2020. Studios have been also developed across the UK including at Roath Lock (Cardiff), Titanic Studios (Belfast), MedicaCity (Salford) and The Sharp Project (Manchester).The creative industries have been identified as one of seven growth sectors for Scotland by the government (Scottish Government). In 2010, the film and video sector employed 3,500 people and contributed £120 million GVA and £120 million adjusted GVA to the economy and the radio and TV sector employed 3,500 people and contributed £50 million GVA and £400 million adjusted GVA (The Scottish Parliament). Beyond the direct economic benefits of sectors, the on-screen representation of Scotland has been claimed to boost visitor numbers to the country (EKOS) and high profile international film productions have been attracted including Skyfall (2012) and WWZ (2013).Scotland has historically attracted international film and TV productions due to its natural locations (VisitScotland) and on average, between 2009-2014, six big budget films a year used Scottish locations both urban and rural (BOP Consulting, 2014). In all, a total of £20 million was generated by film-making in Glasgow during 2011 (Balkind) with WWZ (2013) and Cloud Atlas (2013), representing Philadelphia and San Francisco respectively, as well as doubling for Edinburgh for the recent acclaimed Scottish films Filth (2013) and Sunshine on Leith (2013). Sanson (80) asserts that the use of the city as a site for international productions not only brings in direct revenue from production money but also promotes the city as a “fashionable place to live, work and visit. Creativity makes the city both profitable and ‘cool’”.Nonetheless, issues persist and it has been suggested that Scotland lacks a stable and sustainable film industry, with low indigenous production levels and variable success from year to year in attracting inward investment (BOP Consulting). With regard to crew, problems with an insufficient production base have been identified as an issue in maintaining a pipeline of skills (BOP Consulting). Developing ‘talent’ is a central aspect of the Scottish Government’s Strategy for the Creative Industries, yet there remains the core challenge of retaining skills and encouraging new talent into the industry (BOP Consulting).With regard to film, a lack of substantial funding incentives and the absence of a studio have been identified as a key concern for the sector. For example, within the film industry the majority of inward investment filming in Scotland is location work as it lacks the studio facilities that would enable it to sustain a big-budget production in its entirety (BOP Consulting). The absence of such infrastructure has been seen as contributing to a drain of Scottish talent from these industries to other areas and countries where there is a more vibrant sector (BOP Consulting). The loss of Scottish talent to Northern Ireland was attributed to the longevity of the work being provided by Games of Thrones (2011-) now having completed its six series at the Titanic Studios in Belfast (EKOS) although this may have been stemmed somewhat recently with the attraction of US high-end TV series Outlander (2014-) which has been based at Wardpark in Cumbernauld since 2013.Television, both high-end production and local broadcasting, appears crucial to the sustainability of screen production in Scotland. Outlander has been estimated to contribute to Scotland’s production spend figures reaching a historic high of £45.8 million in 2014 (Creative Scotland ”Creative Scotland Screen Strategy Update”). The arrival of the program has almost doubled production spend in Scotland, offering the chance for increased stability for screen industries workers. Qualifying for UK High-End Television Tax Relief, Outlander has engaged a crew of approximately 300 across props, filming and set build, and cast over 2,000 supporting artist roles from within Scotland and the UK.Long running drama, in particular, offers key opportunities for both those cutting their teeth in the screen industries and also by providing more consistent and longer-term employment to existing workers. BBC television soap River City (2002-) has been identified as a key example of such an opportunity and the programme has been credited with providing a springboard for developing the skills of local actors, writers and production crew (Hibberd). This kind of pipeline of production is critical given the work patterns of the sector. According to Creative Skillset, of the 4,000 people in Scotland are employed in the film and television industries, 40% of television workers are freelance and 90% of film production work in freelance (EKOS).In an attempt to address skills gaps, the Outlander Trainee Placement Scheme has been devised in collaboration with Creative Scotland and Creative Skillset. During filming of Season One, thirty-eight trainees were supported across a range of production and craft roles, followed by a further twenty-five in Season Two. Encouragingly Outlander, and the books it is based on, is set in Scotland so the authenticity of place has played a strong component in the decision to locate production there. Producer David Brown began his career on Bill Forsyth films Gregory’s Girl (1981), Local Hero (1983) and Comfort and Joy (1984) and has a strong existing relationship to Scotland. He has been very vocal in his support for the trainee program, contending that “training is the future of our industry and we at Outlander see the growth of talent and opportunities as part of our mission here in Scotland” (“Outlander fast tracks next generation of skilled screen talent”).ConclusionsThis article has aimed to explore the relationship between place and the screen industries and, taking Scotland as its focus, has outlined a need to more closely examine the ways in which the sector can be supported. Despite the possible gains in terms of building a sustainable industry, the state-led funding of the global screen industries is contested. The use of tax breaks and incentives has been problematised and critiques range from use of public funding to attract footloose media industries to the increasingly zero sum game of competition between competing places (Morawetz; McDonald). In relation to broadcasting, there have been critiques of a ‘lift and shift’ approach to policy in the UK, with TV production companies moving to the nations and regions temporarily to meet the quota and leaving once a production has finished (House of Commons). Further to this, issues have been raised regarding how far such interventions can seed and develop a rich production ecology that offers opportunities for indigenous talent (Christopherson and Rightor).Nonetheless recent success for the screen industries in Scotland can, at least in part, be attributed to interventions including increased decentralisation of broadcasting and the high-end television tax incentives. This article has identified gaps in infrastructure which continue to stymie growth and have led to production drain to other centres. 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Introduction Many people’s knowledge of history is gleaned through popular culture. As a result there is likely a blurring of history with myth. This is one of the criticisms of historical romance novels, which blur historical details with fictional representations. As a result of this the genre is often dismissed from serious academic scholarship. The other reason for its disregard may be that it is largely seen as women’s fiction. As ‘women’s fiction’ it is largely relegated to that of ‘low culture’ and considered to have little literary value. Yet the romance genre remains popular and lucrative. Research by the Romance Writers of America in 2016 found that the genre represents 23% of the US fiction market and generates in excess of US$1 billion per year (Romance Writers of America). Since the onset of COVID-19, sales of romance novels in the US have soared, increasing by 17% between January and May 2020. The most popular genre was the historical romance genre. In total during that period, 16.2 million romance e-books were purchased by consumers (NPD). Yet despite its popularity, romance fiction remains stuck in the pulp fiction bubble. This article draws upon an international survey conducted in June 2020 by the authors. The study aimed to understand how readers of historical romance novels (n=813) engage with historical representations in popular culture, and how they navigate issues of authenticity. Consuming History through Popular Culture: “Historical Romance Novels Bring History to Life” Popular culture presents a tangible way in which audiences can engage with history and historical practices. “The spaces scholars have no idea about – the gaps between verifiable fact – are the territory for the writer of fictional history” (de Groot 217). Historical romance writer Georgette Heyer, for example, was influenced by her father’s conviction that “the historical novel was a worthy medium for learning about the past” (Kloester 102), and readers of historical romance often echo this view. One participant in this study considered the genre a way to “learn about history, the mores and customs, the food and clothing of that particular era … and how it contrasts to modern times”. For another participant, “most historical romances are set in countries other than my own. I like learning about these other countries and cultures”. The historical romance genre, in some instances, was not the reason for reading the novel: it was the historical setting. The romance itself was often incidental: “I am more interested in the history than the romance, but if the romance is done well … [then] the tensions of the romance illustrate and highlight historical divisions”. While a focus on history rather than romance, it posits that authors are including historically accurate details, and this is recognised by readers of the genre. In fact, one contributor to the survey argued that as a member of a writers’ group they were aware of that the “majority of the writers of that genre were voracious researchers, so much so that writers of other genres (male western writers for one) were going to them for information”. While fiction provides entertainment and relaxation, reading historical romance provides an avenue for accessing history without engaging it in a scholarly environment. Participants offered examples of this, saying “I like learning about the past and novels are an easy and relaxing way to do it” and “I enjoy historical facts but don’t necessarily need to read huge historical texts about Elizabeth Woodville when I can read The White Queen.” Social and political aspects of an era were gleaned from historical romance novels that may be less evident in historical texts. For one respondent, “I enjoy the description of the attire … behaviours … the social strata, politics, behaviours toward women and women who were ahead of their time”. Yet at the same time, historical fiction provides a way for readers to learn about historical events and places that spurred them to access more factual historical sources: “when I read a novel that involves actual historic happenings, it drives me to learn if the author is representing them correctly and to learn more about the topics”. For another, the historical romance “makes me want to do some more research”. Hence, historical fiction can provide new ways of seeing the past: “I enjoy seeing the similarities between people of the past and present. Hist[orical] Fic[tion] brings us hope that we can learn and survive our present.” A consciousness of how ancestors “survived and thrived” was evident among many participants. For one, history is best learned through the eyes of the people who lived through the era. School doesn’t teach history in a way that I can grasp, but putting myself into the shoes of the ordinary people who experienced, I have a better understanding of the time. Being able to access different perspectives on history and historical events and make an emotional connection with the past allowed readers to better understand the lived experiences of those from the past. This didn’t mean that readers were ignoring the fictional nature of the genre; rather, readers were clearly aware that the author was often taking liberties with history in order to advance the plot. Yet they still enjoyed the “glimpses of history that is included in the story”, adding that the “fictional details makes the history come alive”. The Past Represents a Different Society For some, historical romances presented a different society, and in some ways a nostalgia for the past. This from one participant: I like the attention to eloquence, to good speech, to manners, to responsibility toward each other, to close personal relationships, to value for education and history, to an older, more leisurely, more thoughtful way of life. A similar view was offered by another participant: “I like the language. I like the slowness, the courtship. I like the olden time social rules of honour and respect. I like worlds in which things like sword fights might occur”. For these respondents, there is a nostalgia where things were better then than now (Davis 18). Readers clearly identified with the different social and moral behaviours that they experienced in the novels they are reading, with one identifying more with the “historical morals, ethics, and way of life than I do modern ones”. Representations of a more respectful past were one aspect that appealed to readers: “people are civil to each other”, they are “generally kinder” and have a “more traditional moral code”. An aspect of escapism is also evident: “I enjoy leaving the present day for a while”. It is a past where readers find “time and manners [that are] now lost to us”. The genre reflects time that “seemed simpler” but “of course it helps if you are in the upper class”. Many historical romance novels are set within the social sphere of the elites of a society. And these readers’ views clearly indicate this: honestly, the characters are either wealthy or will be by the end, which releases from the day to day drudgeries and to the extent possible ensures an economic “happily ever after” as well as a romantic one … . I know the reality of even the elite wasn’t as lovely as portrayed in the books. But they are a charming and sometimes thrilling fantasy to escape inside … It is in the elite social setting that a view emerges in historical romance novels that “things are simpler and you don’t have today’s social issues to deal with”. No one period of history appears to reflect this narrative; rather, it is a theme across historical periods. The intrigue is in how the storyline develops to cope with social mores. “I enjoy reading about characters who wind their way around rules and the obstacles of their society … . Nothing in a historical romance can be fixed with a quick phone call”. The historical setting is actually an advantage because history places constrictions upon a plot: “no mobile phones, no internet, no fast cars. Many a plot would be over before it began if the hero and heroine had a phone”. Hence history and social mores “limit the access of characters and allow for interesting situations”. Yet another perspective is how readers draw parallels to the historic pasts they read about: “I love being swept away into a different era and being able to see how relevant some social issues are today”. There are however aspects that readers are less enamoured with, namely the lack of sex. While wholesome, particularly in the case of Christian authors, other characters are heroines who are virgins until after marriage, but even then may be virgins for “months or years after the wedding”. Similarly, “I deplore the class system and hate the inequalities of the past, yet I love stories where dukes and earls behave astonishingly well and marry interesting women and where all the nastiness is overcome”. The Problem with Authenticity The results of the international historical romance survey that forms the basis of this research indicate that most readers and writers alike were concerned with authenticity. Writers of historical romance novels often go to great lengths to ensure that their stories are imbued with historically accurate details. For readers, this “brings the characters and locales to life”. For readers, “characters can be fictional, but major events and ways of living should be authentic … dress, diet, dances, customs, historic characters”. Portraying historical accuracy is appreciated by readers: “I appreciate the time and effort the author takes to research subjects and people from a particular time period to make their work seem more authentic and believable”. Georgette Heyer, whose works were produced between 1921 and 1974, is considered as the doyenne of regency romance novels (Thurston 37), with a reputation for exacting historical research (Kloester 209). Heyer’s sway is such that 88 (10.8%) of the respondents to the romance survey cited her when asked who their favourite author is, with some also noting that she is a standard for other authors to aspire to. For one participant, I only read one writer of historical romance: Georgette Heyer. Why? Sublime writing skills, characterisation, delicious Wodehousian humour and impeccable accurate and research into the Regency period. Despite this prevailing view, “Heyer’s Regency is a selective one, and much of the broader history of the period is excluded from it” (Kloester 210). Heyer’s approach to history is coloured by the various approaches and developments to historiography that occurred throughout the period in which she was writing (Kloester 103). There is little evidence that she approached her sources with a critical eye and it appears that she often accepted her sources as historical fact (Kloester 112). Heyer’s works are devoid of information as to what is based in history and what was drawn from her imagination (Kloester 110). Despite the omissions above, Heyer has a reputation for undertaking meticulous research for her novels. This, however, is problematic in itself, as Alexandra Stirling argues: “in trying to recreate Regency patterns of speech by applying her knowledge of historical colloquialism, she essentially created her own dialect” that has come to “dominate the modern genre” (Stirling). Heyer is also highly criticised for both her racism (particularly anti-Semitism), which is reflected in her characterisation of Regency London as a society of “extreme whiteness”, which served to erase “the reality of Regency London as a cosmopolitan city with people of every skin colour and origin, including among the upper classes” (Duvezin-Caubet 249). Thus Heyer’s Regency London is arguably a fantasy world that has little grounding in truth, despite her passion for historical research. Historical romance author Felicia Grossman argues that this paradox occurs as “mixed in with [Heyer’s] research is a lot of pure fiction done to fit her personal political views” (Grossman), where she deliberately ignores historical facts that do not suit her narrative, such as the sociological implications of the slave trade and the very public debate about it that occurred during the regency. The legacy of these omissions can be found in contemporary romances set in that period. By focussing on, and intensifying, a narrow selection of historical facts, “the authentic is simultaneously inauthentic” (Hackett 38). For one participant, “I don’t really put much stock into “historical accuracy” as a concept, when I read a historical romance, I read it almost in the way that one would read a genre fantasy novel, where each book has its own rules and conventions”. Diversifying the Bubble The intertwining of history and narrative posits how readers separate fact from fiction. Historical romance novels have often been accused by both readers and critics of providing a skewed view on the past. In October 2019 the All about Romance blog asked its readers: “Does Historical Romance have a quality problem?”, leading to a strong debate with many contributors noting how limited the genre had developed, with the lack of diversity being a particular strain of discussion. Just a few weeks later, the peak industry body, the Romance Writers Association of America, became embroiled in a racism controversy. Cultural products such as romance novels are products of a wider white heteronormative paradigm which has been increasingly challenged by movements such as the LGBTQI+, Me Too, and Black Lives Matter, which have sought to address the evident racial imbalance. The lack of racial representation and racial equality in historical novels also provides an opportunity to consider contemporary ideals. Historical romance novels for one participant provided a lens through which to understand the “challenges for women and queers”. Being a genre that is dominated by both female writers and readers (the Romance Writers Association claims that 82% of readers are female), it is perhaps no surprise that many respondents were concerned with female issues. For one reader, the genre provides a way to “appreciate the freedom that women have today”. Yet it remains that the genre is fictional, allowing readers to fantasise about different social and racial circumstances: “I love the modern take on historical novels with fearless heroines living lives (they maybe couldn’t have) in a time period that intrigues me”. Including strong women and people of colour in the genre means those once excluded or marginalised are centralised, suggesting historical romance novels provide a way of fictionally going some way to re-addressing gender and racial imbalances. Coupled with romance’s guarantee of a happy ending, the reader is assured that the heroine has a positive outcome, and can “have it all”, surely a mantra that should appeal to feminists. “Historical romance offers not just escape, but a journey – emotional, physical or character change”; in this view, readers positively respond to a narrative in which plots engage with both the positive and negative sides of history. One participant put it this way: “I love history especially African American history. Even though our history is painful it is still ours and we loved just like we suffered”. Expanding the Bubble Bridgerton (2020–), the popular Netflix show based upon Julia Quinn’s bestselling historical romance series, challenges the whitewashing of history by presenting an alternative history. Choosing a colour-blind cast and an alternate reality where racism was dispelled when the King marries a woman of colour and bestowed honours on citizens of all colours, Bridgerton’s depiction of race has generally been met with positive reviews. The author of the series of books that Bridgerton is adapted from addressed this point: previously, I’ve gotten dinged by the historical accuracy police. So in some ways, I was fearful – if you do that, are you denying real things that happened? But you know what? This is already romantic fantasy, and I think it’s more important to show that as many people as possible deserve this type of happiness and dignity. So I think they made the absolutely right choice, bringing in all this inclusivity (Quinn cited in Flood). Despite the critics, and there have been some, Netflix claims that the show has placed “number one in 83 countries including the US, UK, Brazil, France, India and South Africa”, which they credited partly to audiences who “want to see themselves reflected on the screen” (Howe). There is no claim to accuracy, as Howe argues that the show’s “Regency reimagined isn’t meant to be history. It’s designed to be more lavish, sexier and funnier than the standard period drama”. As with the readers surveyed above, this is a knowing audience who are willing to embrace an alternate vision of the past. Yet there are aspects which need to remain, such as costume, class structure, technology, which serve to signify the past. As one participant remarked, “I love history. I love reading what is essentially a fantasy-realism setting. I read for escapism and it’s certainly that”. “The Dance of History and Fiction” What is evident in this discussion is what Griffiths calls the “dance of history and fiction”, where “history and fiction … are a tag team, sometimes taking turns, sometimes working in tandem, to deepen our understanding and extend our imagination” (Griffiths). He reminds us that “historians and novelists do not constitute inviolable, impermeable categories of writers. Some historians are also novelists and many novelists are also historians. Historians write fiction and novelists write history”. More so, “history doesn’t own truth, and fiction doesn’t own imagination”. Amongst other analysis of the intersections and juxtaposition of history and fiction, Griffiths provides one poignant discussion, that of Kate Grenville’s novel The Secret River (2006). According to the author's own Website, The Secret River caused controversy when it first appeared, and become a pawn in the “history wars” that continues to this day. How should a nation tell its foundation story, when that story involves the dispossession of other people? Is there a path between the “black armband” and the “white blindfold” versions of a history like ours? In response to the controversy Grenville made an interesting if confusing argument that she does not make a distinction between “story-telling history” and “the discipline of History”, and between “writing true stories” and “writing History” (Griffiths). The same may be said for romance novelists; however, it is in their pages that they are writing a history. The question is if it is an authentic history, and does that really matter? References Davis, Fred. Yearning for Yesterday: A Sociology of Nostalgia. Free Press, 1979. De Groot, Jerome. Consuming History Historians and Heritage in Contemporary Popular Culture. Florence Taylor and Francis, 2009. Duvezin-Caubet, Caroline. "Gaily Ever After: Neo-Victorian M/M Genre Romance for the Twenty-First Century." Neo-Victorian Studies 13.1 (2020). Flood, Alison. "Bridgerton Author Julia Quinn: 'I've Been Dinged by the Accuracy Police – but It's Fantasy!'." The Guardian 12 Jan. 2021. 15 Jan. 2021 <https://www.theguardian.com/books/2021/jan/12/bridgerton-author-julia-quinn-accuracy-fantasy-feisty-rakish-artistocrats-jane-austen>. Griffiths, Tom. "The Intriguing Dance of History and Fiction." TEXT 28 (2015). Grossman, Felicia. "Guest Post: Georgette Heyer Was an Antisemite and Her Work Is Not Foundational Historical Romance." Romance Daily News 2021 (2020). <https://romancedailynews.medium.com/guest-post-georgette-heyer-was-an-antisemite-and-her-work-is-not-foundational-historical-romance-fc00bfc7c26>. Hackett, Lisa J. "Curves & a-Lines: Why Contemporary Women Choose to Wear Nostalgic 1950s Style Clothing." Sociology. Doctor of Philosophy, University of New England, 2020. 320. Howe, Jinny. "'Bridgerton': How a Bold Bet Turned into Our Biggest Series Ever." Netflix, 27 Jan. 2021. <https://about.netflix.com/en/news/bridgerton-biggest-series-ever>. Kloester, Jennifer V. "Georgette Heyer: Writing the Regency: History in Fiction from Regency Buck to Lady of Quality 1935-1972." 2004. NPD. "Covid-19 Lockdown Gives Romance a Lift, the NPD Group Says." NPD Group, 2020. 2 Feb. 2021 <https://www.npd.com/wps/portal/npd/us/news/press-releases/2020/covid-19-lockdown-gives-romance-a-lift--the-npd-group-says/>. Romance Writers of America. "About the Romance Genre." 2016. 2 Feb. 2021 <https://www.rwa.org/Online/Romance_Genre/About_Romance_Genre.aspx>. Stirling, Alexandra. "Love in the Ton: Georgette Heyer's Legacy in Regency Romance World-Building." Nursing Clio. Ed. Jacqueline Antonovich. 13 Feb. 2020. <https://nursingclio.org/2020/02/13/love-in-the-ton-georgette-heyers-legacy-in-regency-romance-world-building/>. Thurston, Carol. The Romance Revolution : Erotic Novels for Women and the Quest for a New Sexual Identity. Urbana: University of Illinois Press, 1987.

Depending on your perspective, Non-Fungible Token (NFT) artworks are inaugurating an exciting new chapter in the history of art, or a dangerous new chapter in the history of online market bubbles. NFTs index artworks, and are typically strings of characters stored on a blockchain such as Ethereum. NFTs are not exclusively used to index artworks, and have been used to index a range of collectibles, but it is the sale of NFTs associated with artworks that has launched the phenomenon into public consciousness. Perhaps the most famous example of this is the digital artist Beeple’s sale of an NFT for the equivalent of $69 million (Krastrenakes). For some, such staggering prices suggest NFTs are poised to become the next Beanie Babies—i.e., commodities without utility that sell at vastly inflated prices. Despite such cynicism, some argue that NFTs have revolutionary technical import, such that they could overturn many common and unequal practices within the contemporary art market (Rennie et al.). Chief among these is the supposed disposability of digital artworks, which are viewed as difficult to sell, resell, and protect from piracy. Such issues are thought to be ameliorated by NFTs, since they function as a token that is understood to stand as a “definitive indicator of ownership” of digital artworks (Mackenzie and Bērziņa 2). Or, as Rachel O’Dwyer has summarised, NFT art auctions like the Ethereal Summit held in New York in 2018 allow individuals to bid for the “ownership and provenance details of the works of art encrypted in the Ethereum blockchain and represented by a token” (O’Dwyer). Unlike a more conventional artwork, such as a painting, NFT artworks typically take the form of JPEGs or GIFs, and therefore circulate the Internet widely, regardless of who owns the token that designates ownership. While reproductions and printed documentations of traditional artworks are commonplace—e.g., art gallery giftshops will often sell relatively low-cost posters of masterpieces like Picasso’s Guernica, or coffee table books showcasing the masterworks of influential movements like post-impressionism—there are obvious material differences between the reproduction and the original. In the case of the typically digital NFT artworks, this distinction does not apply. Accordingly, the academic and popular discussions that surround NFT artworks have reignited theoretical questions around the ontological status of artworks, and the source of their economic value. For some, the NFT market is a financial bubble and the prices attracted by particular NFT-linked artworks have no underlying value (BBC News). For others, the value of NFTs can be explained through an appeal to the value subjectively attributed to the image or animation by the purchaser (Nguyen), while for others the value of NFTs should be understood in terms of digital scarcity and provenance (Rennie et al.; Joselit) or as a technological means for artists to maintain a greater share of their artwork’s value (Kugler). While the NFT market is novel, and is worthy of study in terms of its specific technological and economic forms, this article will argue that NFTs can be placed in a longer history of the emergence of what Luc Boltanski and Arnauld Esquerre have called the “enrichment economy”. In their Enrichment: A Critique of Commodities, Boltanski and Esquerre argue that, since at least the last quarter of the twentieth century, a new site of valorisation has emerged in post-industrial economies. According to Boltanski and Esquerre, globalisation and deindustrialisation provoked many economies to embrace tourism, luxury good production, and the commodification of heritage and culture as new sites of extraction. As the viability of the mass production of commodities has receded, the production of unique commodities and transient yet “unforgettable” experiences have become more economically significant. For Boltanski and Esquerre, enrichment refers both to the often-discursive refining and redefining of existing commodities—such that they fetch greater prices—and a greater emphasis on an economy for those with disposable income—such as tourists, art collectors, and the wealthy more generally (3-4). Often, Boltanski and Esquerre argue, the enrichment economies of art and luxury tend to mine and exploit the “underlying substratum that is purely and simply the past” (2). For this reason, the enrichment economy requires the production of new forms of authenticity, “aura”, and belief, such that the overlooked or taken-for-granted objects of the past can be reframed as unique and worthy of investment or consumption. The interesting question, then, is not necessarily that of why someone would pay a large sum of money to own a piece of code on a blockchain, but, instead, that of how a particular piece of contemporary art or an NFT comes to be “enriched” with authenticity and aura. While a thoroughgoing discussion of this topic would require a longer piece, this article will nevertheless attempt to open up connections between art history, debates around the production of artistic value during and after Modernism, and the newly emerging NFT art market. While many have declared that NFTs are “disrupting the art market” (Tripathi)—supposedly evinced by the staggering growth of the NFT market, and emerging institutional recognition, such as ArtReview’s decision to place an NFT at the top of their Power 100 List for 2021—this article seeks to locate the NFT explosion within a slightly longer timeframe, one in which NFTs would feature as a continuation—albeit a non-linear one—rather than a disruption of ongoing cultural and economic logics. Value and Void Despite the incredulity that commonly meets NFT artworks, the contemporary art market similarly flaunts conventional understandings of aesthetic and economic value. While many would surely agree with journalist Amy Castor’s claim that “it’s hard to justify that a Bored Ape NFT is worth $300,000 based on the art” (quoted in Artnet), almost identical criticisms have been raised around the contemporary artist Maurizio Cattelan’s 2019 work Comedian. Released in an edition of three, Comedian consisted of a banana duct-taped to a wall, with two of the three selling for $120,000 each. As Sara Callahan puts it, works like Comedian reignited debates around “what makes something a high-priced artwork when another, seemingly identical, object is not?” (Callahan). While NFTs are reawakening interest in the question of artistic value, the financialisation of cheaply made and mass-produced artworks has a much longer history. Indeed, by the 1960s, a booming secondary art market that traded in increasingly expensive, yet cheap-to-produce avant-garde works—often requiring relatively small amounts of time and inexpensive materials—raised suspicions that art was becoming indistinguishable from more traditional financial assets. In response, in 1968 the influential art critic Leo Steinberg argued that, “avant-garde art, lately Americanized, is for the first time associated with big money. … Another decade, and we shall have mutual funds based on securities in the form of pictures held in bank vaults” (quoted in Beech 300). As Dave Beech has shown, in the ensuing period, “art’s relationship to finance capital has outstripped Steinberg’s worst fears” (Beech 301). By the 1980s, banks allowed individuals to borrow large sums of money against the value of their art collections, and investment in artworks became a normal practice of portfolio diversification (Beech 299–300). When interest rates are low, investments in productive capital offer low levels of liquidity, and international markets appear vulnerable to shocks, artworks—whether physical or in the form of an NFT—offer a means of hedging against future losses. Furthermore, in both the contemporary art market and the NFT market, purchases of artworks at inflated prices often allow an individual to prevent “the bottom from falling out of a market they have already invested in” (O’Dwyer). The fact that artworks could hold a value well in excess of the cost of the materials or labour time required to produce them, was not solely recognised by art collectors and investors. Instead, this period saw a great number of artists explicitly playing with the aporia that had emerged around art’s economic value—insofar as ready-made artworks could now fetch prices typically reserved for laboriously produced and unique masterpieces. Take, for example, Yves Klein’s project Zones of Immaterial Pictorial Sensibility, which he developed over the late 1950s and early 1960s. In these works, Klein offered collectors the opportunity to purchase a void or “immaterial zone” for varying quantities of gold, with “20 grams (3/4 ounce) of pure gold for the Zones of series no. 1, the least expensive, to 1,280 grams (27/8 pounds) for those of series no. 7, the most expensive” (Cras 24). In exchange for the gold, the void-owner would receive a receipt as proof of purchase. However, for the work to be completed, Klein requested that the receipt be burned by the collector, and in response Klein would throw half of the received gold into the river Seine (Cras 24). By destroying the proof of purchase, and by releasing some of the gold into the river, the collector would receive “the full authentic immaterial value of the work” (Klein quoted in Cras 24). We see some resemblances here between Klein’s Zones and NFTs—and here Klein is no exception, since, as Cras has documented, the 1960s were replete with artists experimenting with the production of artworks as novel financial assets. For Cras, it was a time in which “the problem of attaching a price to works of art and offering them for sale, traditionally considered to be external to creation in this domain, was now incorporated in artistic practice” (Cras 3). If artists were increasingly embracing the artwork’s status as an asset, and if the price of artworks became divorced from luxurious materials or skilled production, how were artworks able to assert themselves as valuable and worthy of collection and investment? How is that, rather than the decoupling of artworks from some secure material base of value diminishing their market value, such decoupling has instead led to immense growth in the art market? In order to pursue this question, in the next section we will turn to Beech’s rethinking of the Marxist labour theory of value in the context of the art market. Value and Labour Here, it is worthwhile to turn to Beech’s distinction between the price of the artwork and the value of the artwork. For Beech, an artwork’s price is whatever sum of money it can be exchanged for in the market. Most neoclassical economists treat price and value as being synonymous, and, from this position, it makes no sense to ask if an artwork is worth—or if its value is equivalent—to its current price. As Beech writes, “neoclassical economics claims to be able to treat the sale of artworks as a standard transaction with prices determined entirely by demand and the subjective perception of utility by wealthy purchasers” (Beech 291). Against this view, Beech offers a Marxist interpretation of artistic value, one that emphasises labour-time in the production of artistic reputation. Reputation is key here, as Beech dismisses the notion that an increase in artistic labour-time increases the value of an artwork. Against neoclassical economists, Beech (311) writes that “the increase or decrease in the price of artworks is not ‘a floating crap game’, but is determined by the changing circumstances of the artwork itself vis-à-vis the esteem it is held in by the art community”. Accordingly, Beech states that the prices of artworks are seriously affected—perhaps even driven—by the non-purchasing “consumers” of art, namely academics, commentators, and other artists, who determine the general reputation of artworks. Accordingly, if we want to understand the prices of artworks at the marketplace, we need to focus our attention on art’s evaluative discourses, the production of knowledge, and the practices of producing objects that provide an assessment and legacy for a work or body of work, such as photographic reproductions and monographs. Artistic value as reputation is not only expressed through the economic consumption of products, but in the activities of learning from them, asking questions of them, reconfiguring them in new products, combining them and rejecting them. The high prices of art derive from the high status of the work within the discourses of art (Beech 312). Whereas the conventional Marxist labour theory of value focusses on the socially necessary labour time for the production of a commodity, Beech emphasises the labour of the consumer rather than that of the producer. As we have shown, an artwork that takes very little time to produce—such as Cattelan’s Comedian—can attract a much larger price than a painting by a lesser-known artist who spends months in the studio. Nevertheless, Beech argues that the greater the labour time of the non-purchasing consumers of art, the greater the artwork’s value. By maintaining a distinction between price—the quantity of money an artwork can be exchanged for—and value—the total of labour-time expended in discussing, viewing, and reproducing an artwork—Beech provides us with a framework for understanding how prices emerge, without exaggerating the predictive powers of such a framework. If an artist’s work is priced relatively low, but the discourse around their work is expanding rapidly, there is the potential to make a purchase below value, even if this investment is still speculative. By contrast, the neoclassical perspective renders this approach to the price/value relationship unthinkable. What, then, distinguishes artistic—or artworld—discourse from marketing? Beyond the simple observation that marketing teams are directly employed by capitalists in order to push a message that is directly related to increasing surplus-value, Beech argues that “it is a condition of the contribution of art discourse to the inflation of the value of art that it is independent from the economic interests at stake” (Beech 313). Though Beech does not put it this way, we could argue that the gap between artistic discourse and those who stand to financially benefit from the inflation of an artwork’s value produces the “aura” of the artwork. Coca-Cola’s marketing team is unlikely to change its opinion about its famous product, whereas art discourse is produced—for the most part—by a decentralised “artworld” of curators, critics, museologists, historians, philosophers, artists, and viewers, all of whom gravitate towards certain works at certain times—and it is arguably the uncertainty and uncoordinated nature of these shifts in reputational favour that make certain works feel miraculous. While, in the short term, a Bored Ape, and an artwork like Comedian, can attract a high price, it is unlikely that these artworks will maintain that price overtime—for this to happen, one would have to imagine an ongoing process of enrichment, one that would find new conversations to have about such works beyond the novelty of their unlikely price tags. Enriching the Blockchain While recent years have seen the publication of impressive and sophisticated quantitative studies of the NFT market, such studies have focussed on the quantifiable aspects of value and reputation (Vasan et al.; Nadini et al.). While such research has shown that connection to prominent collectors, and visibility on popular crypto-platforms, is an indicator of the expected price of an NFT, Beech’s research suggests that a range of difficult-to-quantify factors must be taken into consideration. While quantifiable forms of influence are of course important, the capacity for an artwork—linked to an NFT or not—to be discursively enriched, such that its status as historically and culturally significant appears independent from the testimony of those who would financially benefit from its revaluation, appears vital for its long-term enrichment and accrual of value. Some have attempted to articulate the emerging value of the NFT market in such terms. For example, Paul Dylan-Ennis claims that in order to understand CryptoPunks—one of the older artistic series to be linked to NFTs, and which can sell for up to $1.6 million—we must appreciate that they “are sought after because of their age, like blockchain antiques” (Dylan-Ennis). For Dylan-Ennis, NFTs like Cryptopunks are valuable insofar as they are “the oldest NFTs”, and, accordingly, it is “their ‘metadata’” or their “longevity on the blockchain” that is desired (Dylan-Ennis). In Dylan-Ennis’s account, NFTs are worth investing in because their past will one day be historically significant, hence his injunction for us to “look past the art and look at the medium to get what is going on” (Dylan-Ennis). But rather than looking at the medium, perhaps it is more fruitful to look to the institutional forms that nurture, generate, and circulate the reputational discourses that modify artistic value. In doing so, we will not only avoid the conservative move of denouncing NFT artworks on the basis of an arbitrary aesthetic standard, but also the utopian move of associating NFTs with the fantasy of a future “in which the subject is free from coercive mediating institutions, the state chief among them, wielding data certainty as a means of freedom and social transformation” (Jutel 4). Rather than NFTs freeing the digital artist from the problems imposed by ease of reproduction, we can see that the reputational value of the artwork linked to a non-fungible token requires the fungibility of reproduction, circulation, commentary, and discussion. NFT boosters have been quick to critique the institutions that have traditionally provided the training that fosters such discourse and expertise—in the form of the non-purchasing consumers discussed by Beech— as gatekeepers that exploit artists. While we should acknowledge the gross inequities of the artworld and academia, such institutions have nevertheless been relatively historically successful in their attempt to produce large audiences that can participate in the enrichment of past objects, and the connection of new objects to that past. The challenge that the cryptoworld will face, is whether, like the artworld, it can marshal similar long-term discursive labour in the process of enrichment. If it cannot, we may ironically see the same “gatekeeping” institutions of the artworld invoked to bolster the value of the NFT market. References Artnet. “‘They’ve Created Perceived Value Out of Thin Air’: The Whole Bored Ape Yacht Club Phenomenon, Explained.” 8 April 2022 <https://news.artnet.com/multimedia/the-art-angle-podcast-bored-ape-yacht-club-2094073>. BBC News. “What Are NFTs and Why Are Some Worth Millions?” 23 Sep. 2021. <https://www.bbc.com/news/technology-56371912>. Beech, Dave. Art and Value: Art’s Economic Exceptionalism in Classical, Neoclassical and Marxist Economics. Leiden: Brill, 2015. Boltanski, Christian, and Arnauld Esquerre. Enrichment: A Critique of Commodities. Trans. Catherine Porter. London: Polity, 2020. Callahan, Sara. “The Value of a Banana: Understanding Absurd and Ephemeral Artwork.” The Conversation 8 Oct. 2020. <https://theconversation.com/the-value-of-a-banana-understanding-absurd-and-ephemeral-artwork-147689>. Cras, Sophie. The Artist as Economist: Art and Capitalism in the 1960s. Trans. Malcolm DeBevoise. Massachusetts: Yale UP, 2019. Dylan-Ennis, Paul. “NFT Art: The Bizarre World Where Burning a Banksy Can Make It More Valuable.” The Conversation 6 Mar. 2021. <https://theconversation.com/nft-art-the-bizarre-world-where-burning-a-banksy-can-make-it-more-valuable-156605>. Krastrenakes, Jacob. “Beeple Sold an NFT for $69 Million.” The Verge 11 Mar. 2021. <https://www.theverge.com/2021/3/11/22325054/beeple-christies-nft-sale-cost-everydays-69-million>. Kugler, Logan. “Non-Fungible Tokens and the Future of Art.” Communications of the ACM 64.9 (2021). DOI: 10.1145/3474355. Mackenzie, Simon, and Diāna Bērziņa. “NFTs: Digital Things and Their Criminal Lives.” Crime Media Culture (2021). DOI: 10.1177/17416590211039797. Nadini, Matthieu, et al. “Mapping the NFT Revolution: Market Trends, Trade Networks, and Visual Features.” Scientific Reports 11.20902 (2021). DOI: 10.1038/s41598021000538. Nguyen, Terry. “The Value of NFTs, Explained by an Expert: How Emotional Attachment to Certain Items and Gifts Could Affect Our Understanding of Value.” Vox 31 Mar. 2021. <https://www.vox.com/the-goods/22358262/value-of-nfts-behavioral-expert>. O’Dwyer, Rachel. “A Celestial Cyberdimension: Art Tokens and the Artwork as Derivative.” Circa Art Magazine 3 Dec. 2018. <https://circaartmagazine.net/a-celestial-cyberdimension-art-tokens-and-the-artwork-as-derivative/#_ftn21>. Joselit, David. “NFTs, or the Readymade Reversed.” October 175 (2021): 3–4. Jutel, Olivier. “Blockchain Imperialism in the Pacific.” Big Data & Society (2021). DOI: 10.1177/2053951720985249. Rennie, Ellie, et al. “Provocation Paper: Blockchain and the Creative Industries.” RMIT, 2019. <https://apo.org.au/sites/default/files/resource-files/2019-11/apo-nid267131.pdf>. Tripathi, Smita. “How NFTs Are Disrupting the Art World.” Business Today 20 Feb. 2022. <https://www.businesstoday.in/magazine/luxury-lifestyle/story/how-nfts-are-disrupting-the-art-world-321706-2022-02-15>. Vasan, Kishore, et al. “Quantifying NFT-Driven Networks in Crypto Art.” Scientific Reports 12.2769 (2022). DOI: 10.1038/s41598-022-05146-6.

IntroductionWe are increasingly being told to make ethical food choices, often by high-profile chefs advocating what they view as ethical consumption habits. Some actively promote vegetarian or vegan diets, with a growing number of high-profile restaurants featuring only or mainly plant-based meals. However, what makes food or restaurant menus ethical is not assessed by most of us using one standardised definition. Our food values differ based on our outlooks, past experiences, and perhaps most importantly, how we balance various trade-offs inherent in making food choices under different circumstances and in diverse contexts.Restaurants can face difficulties when trying to balance ethical considerations. For instance, is it inconsistent to promote foraging, seasonality, local products, and plant-based eating, yet also serve meat and other animal-derived protein products on the same menu? For example, Danish chef Rene Redzepi, co-owner of the Michelin-starred restaurant Noma in Copenhagen who recently had an extended stay in Australia (Redzepi), recently offered a purely vegetarian menu featuring foraged native ingredients. However, Redzepi followed this with a meat-based menu including teal, moose leg, reindeer tongue, and wild duck brain. These changes make clear that although Redzepi was still conflicted about serving animal products (Ankeny and Bray), he thinks that options for ethical eating are not limited to plants and that it is important to utilise available, and especially neglected, resources in novel ways.In this article, we argue that celebrity and other high-profile chefs have roles to play in conversations about the emerging range of new meat consumption norms, which might include humanely produced meat, wild meat, or other considerations. However, we contend that restaurants and popular media may be limited spaces in which to engage consumers in these conversations. Ultimately, celebrity and high-profile chefs can help us not only to reflect on our eating habits, but also to engage us in ways that help us to ask the right questions rather than encouraging reliance on set answers from them or other supposed experts.Chefs and New Meat NormsChefs are now key voices in the politics of lifestyle, shaping both the grammars and the practices of ethical consumption, which is further reinforced by the increasing mediatisation of food and food politics (Phillipov, Media). Contemporary trends toward ethical consumption have been much critiqued; nevertheless, ethical consumption has become a dominant means through which individuals within contemporary marketised, neoliberal economies are able to invest lifestyle choices with ethical, social, and civic meanings (Barnett et al.; Lewis and Potter). While vegetarianism was once considered a central pillar of ethical diets, the rise of individualized and diverse approaches to food and food politics has seen meat (at least in its “ethical” form) not only remain firmly on the menu, but also become a powerful symbol of “good” politics, taste, and desirable lifestyles (Pilgrim 112).Chefs’ involvement in promoting ethical meat initially began within restaurants catering for an elite foodie clientele. The details provided about meat producers and production methods on the menu of Alice Waters’ Californian restaurant Chez Panisse and her cookbooks (Waters), or the focus by Fergus Henderson on “nose to tail” eating at his London restaurant St. John (Henderson) has led many to cite them as among the originators of the ethical meat movement. But the increasing mediatisation of food and the emergence of chefs as celebrity brands with their own TV shows, cookbooks, YouTube channels, websites, sponsorship deals, and myriad other media appearances has allowed ethical meat to move out of elite restaurants and into more quotidian domestic spaces. High profile UK and US exposés including “campaigning culinary documentaries” fronted by celebrity chefs (Bell, Hollows, and Jones 179), along with the work of popular food writers such as Michael Pollan, have been instrumental in the mainstreaming of diverse new meat norms.The horrifying depictions of intensive chicken, beef, and pork farming in these exposés have contributed to greater public awareness of, and concern about, industrialised meat production. However, the poor welfare conditions of animals raised in battery cages and concentrated animal feeding operations often are presented not as motivations to eschew meat entirely, but instead as reasons to opt for more ethical alternatives. For instance, Hugh’s Chicken Run, Hugh Fearnley-Whittingstall’s 2008 television campaign for chicken welfare, resulted in making more free-range products available in British supermarkets (Johnston). More recently, there have been significant expansions in markets for variously defined categories such as grass-fed, free-range, organic, welfare-certified, humane, and/or environmentally friendly meat products in Australia and elsewhere, thanks in part to increased media attention to animal welfare issues (Arcari 169).As media has emerged as a “fundamental component of contemporary foodscapes, how they ‘perform’ and function, and the socio-material means by which they are produced” (Johnston and Goodman 205), ethical meat has increasingly been employed as a strategic resource in mainstream media and marketing. Ethical meat, for example, has been a key pillar in the contemporary rebranding of both of Australia’s major supermarkets (Lewis and Huber 289). Through partnerships that draw upon the “ethical capital” (290) of celebrity chefs including Jamie Oliver and Curtis Stone, and collaborations with animal welfare organisations such as the RSPCA, ethical meat has become central to supermarket advertising campaigns in recent years. Such campaigns have been especially successful for Coles supermarkets, which controls almost 30% of Australia’s highly concentrated grocery market (Roy Morgan). The retailer’s long-term sponsorship of MasterChef Australia (Network 10, 2009–)—a show that presents meat (or, as they term it, “protein”) as an essential component of most dishes and which regularly rates in the top 10 of Australian television programs (OzTAM)—further helps to emphasise that the solution to ethical problems is not to avoid meat, but to choose (Coles’) “better” meat (see fig. 1). This is promoted on the basis of a combination of ethics, price, and taste, and, remarkably, is able to deliver “better welfare at no extra cost to you” (Parker, Carey, and Scrinis 209). In short, chefs are making major contributions to awareness of ethical norms relating to meat consumption in a variety of settings. Figure 1: An example of a current meat product on the shelf at a major Australian retailer with packaging that makes a range of claims relating to production practices and quality, among other attributes. (Emily Buddle)“The Good Life”Lifestyle media has been a key site through which meat eating is normalised and recuperated into “ethical” frameworks (Arcari 169). Utopian visions of small-scale animal agriculture are a key feature of popular texts from the River Cottage Australia (Foxtel Networks, 2013–) series to Gourmet Farmer (SBS, 2010–) and Paddock to Plate (Foxtel Networks, 2013–). These programs are typically set in bucolic rural surrounds and centre on the host’s “escape” from the city to a more fulfilling, happier existence in the country (Phillipov, “Escaping”). Rural self-sufficiency is frequently framed as the solution to urban consumers’ alienation from the sources of their food, and a means of taking responsibility for the food they eat. The opening credits of Gourmet Farmer, for instance, outline host Matthew Evans’s quest to “know and trust what [he] eat[s]”, either by growing the food himself or being “no more than one degree of separation from the person who does”.This sense of connection to one’s food is central to how these programs make meat consumption ethical. Indeed, the production of animals for food reinforces particular notions of “the good life” in which the happiness of the animal is closely aligned with the happiness of its human producer. While texts sometimes show food animals’ full lifecycle from birth to slaughter, lifestyle media focuses mainly on their happy existence while still alive. Evans gives his pigs names that foreground their destiny as food (e.g., Prosciutto and Cassoulet), but he also pampers them as though they are pets, feeding them cherries and apples, and scratching them behind the ears much like he would his dog. These bucolic televisual images serve to anchor the programs’ many “spin-off” media texts, including blog posts, cookbooks (e.g. Evans), and endorsements, that instruct urban audiences who do not have the luxury of raising their own meat on how to source ethical alternatives. They also emphasise the deliciousness of meat raised and killed in humane, “natural” conditions, as opposed to those subjected to more intensive, industrialised production systems.Some argue that the notion of “ethical meat” merely masks the realities of humans’ domination over animals (Arcari). However the transition from “happy animals” to “happy meat” (Pilgrim 123) has been key to lifestyle media’s recuperation of (certain kinds of) meat production as a “humane, benevolent and wholly ‘natural’ process” (Parry 381), which helps to morally absolve the chefs who promote it, and by extension, their audiences.The Good DeathMeat consumption has been theorised to be based on the invisibility of the lives and deaths of animals—what has been termed the “absent referent” by feminist philosopher Carol J. Adams (14; see also Fiddes). This line of argument holds that slaughter and other practices that may raise moral concerns are actively hidden from view, and that animals are “made absent” within food consumption practices (Evans and Miele 298). Few meat consumers, at least those in Western countries, have seen animal slaughter first hand, and a disconnect between meat and animal is actively maintained through current retail practices (such as pre-packaged meat with few identifying cues), as well as in our language use, at least in English where most of the names of the meat are different to those of the animal (Plous; Croney) and where euphemisms such as “harvesting” abound (Abrams, Zimbres, and Carr). In many locales, including Australia, there is squeamishness about talking about slaughter and the processes by which “animal” becomes “meat” which in turn prevents open discussion about the origins of meat (Bray et al., “Conversation”).Campaigning culinary documentaries by chefs, including Matthew Evans’s recent For the Love of Meat (SBS, 2016), aim to reconnect animal and meat in order to critique modern meat production methods. In addition, Gourmet Farmer and River Cottage Australia both feature depictions of hunting (skinning and butchering of the animals is shown but viewers are rarely exposed to the kill itself) and emphasise the use of highly skilled hunters in order to bring about a quick death. By highlighting not only a good life but also what constitutes a “good death”, celebrity chefs and others are arguably generating discussion about what makes meat ethical by emphasizing that the quality of death is as important as the quality of life. In many of these programs, the emphasis is on more boutique or small-scale production systems which typically produce meat products that are higher priced and more difficult to source.Given that such products are likely out of reach for many potential consumers because of price point, convenience, or both, perhaps unsurprisingly the emphasis in many of these programs is on the consumer rather than the consumed. Hence these programs tend to be more about constructing an “ethical meat consumer”, defined implicitly as someone who acknowledges the meat/animal connection through conscious exposure to the realities of animal slaughter (for example, by watching a documentary), by “meeting your meat” such as in the BBC series Kill It, Cook It, Eat It (BBC, 2007; Evans and Miele), or by actively participating in the slaughter process as Evans did with his own chickens on Gourmet Farmer. As anthropologist Catie Gressier notes in her study of wild meat consumers in Australia, “hunting meat is seen as more noble than purchasing it, while wild meat is seen as preferable to farmed” (Gressier 58). Gressier also describes how one of her participants viewed hunting (and eating locally) as preferable to veganism because of the “animal violence that is the inevitable outcome of mass-crop agriculture” (58). However some scholars have argued that highly graphic depictions of slaughter in the popular media are becoming more commonplace as a masculinised type of “gastro-snuff” (a term referring to food-related visual depictions of brutal killings) (Parry 382). These types of efforts thus may fail to create dialogue about what constitutes ethical meat or even an ethical meat consumer, and may well reinforce more traditional ideas about human/non-human hierarchies.In contrast to coverage in popular media, detailed descriptions of commercial slaughter, in particular pre-slaughter (lairage) conditions, are yet to make it on to restaurant menus, despite the connections between meat quality and pre-slaughter conditions being well recognised even by consumers (Evans and Miele). Commercial slaughter conditions are one of the reasons that hunting is framed as more ethical than “ethically farmed” animals. As an Internet post, quoted in Adams (“Redneck” 50), puts it: “Hunting? A creature is peacefully in its own domain, it is shot. How is that worse than being carried for hours in a truck, being forced into a crush, hearing the bellows of other creatures, being physically restrained at the peak of terror, then culled?” Although determining precise rates of consumption of wild meat is methodologically difficult (Conservation Visions 28), available rates of hunting together with limited consumption data indicate that Australians currently eat less game or wild-caught meat per capita than those in Europe or North America. However, there is a sector of the community in Australia who pursue hunting as part of their ethical food habits (Bray et al., “Ferals”) with the largest proportion of wild-meat consumers being those who hunted it themselves (Gressier).In many cases, descriptions of animal lives (using descriptors such as “free range” or “grass fed”) serve implicitly as proxies for assurances that the animals’ deaths also have been good. One exception is the increasing awareness of the use of halal slaughter methods in part due to more transparent labelling, despite limited public awareness about the nature of these methods, particularly in the Australian context where they in fact comply with standard animal welfare requirements such as pre-slaughter stunning (Bergeauld-Blackler). Detailed descriptions of post-mortem conditions (e.g., aging conditions and time) are more common on restaurant menus, although arguably these no longer draw attention to the connections between the animal and the meat, and instead focus on the meat itself, its flavour and other physical qualities, rather than on ethical attributes.Thus, although it would seem obvious that ethical meat consumption should involve considerations about slaughter conditions or what makes a “good death”, most efforts have focused on encouraging people to make better and more reflexive consumer choices, rather than promoting deeper engagement with slaughter processes, perhaps underscoring that this domain may still represent one of the final food taboos. Although it might seem to be counterintuitive that wild or hunted meat could be viewed as an ethical food choice, particularly if vegetarianism or veganism is taken as the main point of comparison, these trends point toward the complexities inherent in food choice and the inevitable trade-offs in values that occur in these processes.Problems with Promoting Ethical Meat Norms: Ways ForwardIt is undeniable that many people are reflecting on their consumption habits in order to pursue decisions that better reflect their values. Attempting to be an “ethical meat consumer” clearly fits within these broader trends. However there are a number of problems associated with current approaches to ethical meat consumption, and these raise questions as to whether such efforts are likely to result in broader changes. First, it is not clear that restaurants are the most appropriate spaces for people to engage with ethical considerations, including those relating to meat consumption. Many people seek to try something new, or to treat themselves when dining out, but these behaviours do not necessarily translate into changes in everyday eating habits. Reasons are varied but include that people cannot reproduce the same types of dishes or concepts at home as what they get at restaurants (or see on TV shows for that matter), and that many products may be out of an acceptable price range or inconvenient for daily consumption. Others want to escape from ethical decisions when dining out by relying on those preparing the food to do the work for them, and thus sometimes simply consume without necessarily investigating every detail relating to its production, preparation, and so on.Perhaps more importantly, many are sceptical about the promotion of various meat-related values by high-profile or celebrity chefs, raising questions about whether ethical categories are merely packaging or window dressing designed to sell products, or if they are truly tied to deeper values and better products. Such concerns are reinforced by tendencies to emphasize one type of meat product—say free-range, grass-fed, or humanely-raised—as better than all others, or even as the only right choice, and thus can at times seem to be elitist in their approaches, since they emphasize that only certain (often extremely expensive boutique products) count as ethical. As scholars have noted about the classed nature of many of these consumption practices (see, for example, Bell and Hollows; Naccarato and LeBesco), these types of value judgments are likely to be alienating to many people, and most importantly will not foster deeper reflections on our consumption habits.However it is clear that celebrity and other high-profile chefs do get the public’s attention, and thus can play important roles in shaping conversations about fostering more ethical ways of eating, including meat consumption. We contend that it is important not to emphasize only one right way of eating, but to actively consider the various trade-offs that we make when choosing what to buy, prepare, and consume. Promoting answers by nominating certain meat products or production methods as always better in all circumstances, no matter how these might be in conflict with other values, such as preferences for local, organic, alignment with cultural or religious values, sustainable, fair trade, and so on, is not likely to result in meaningful public engagement. Critiques of Pollan and other food activists make similar points about the potential elitism and hence limited value of promoting narrow forms of ethical eating (e.g., Guthman et al.; Zimmerman).In addition, such food categories often serve as proxies for deeper values, but not necessarily for the same values for all of us. Simply relying on categories or types of products thus fails to allow engagement with the underlying rationale for various choices. More generally, promoting individual consumer decision-making and market demand as the keys to ethical consumption overlooks the broader systemic issues that limit our choices, and in turn limits attention to changes that might be made in that system (e.g., Lavin; Guthman et al.; DeLind; Ankeny).Thus instead of promoting one right way of eating meat, or a narrow number of acceptable choices, celebrities, chefs, and restauranteurs should consider how they can help to promote dialogue and the posing of the right types of questions to consumers and diners, including about trade-offs inherent in meat consumption and choices of other products, ethical and otherwise. They also should use their roles as change-makers to consider how they might influence the broader food system, but without promoting a single right way of eating. Parallel to recent calls from scientists for a new planetary health diet which promotes increased vegetable consumption and reduced meat consumption for environmental, health, and other reasons, by providing a range of trade-offs to support a diet that that allows individuals to make personalised choices (Willett et al.), hybrid approaches to ethical eating are more likely to have influence on consumers and in turn on changing eating habits.ReferencesAbrams, Katie M., Thais Zimbres, and Chad Carr. “Communicating Sensitive Scientific Issues: The Interplay between Values, Attitudes, and Euphemisms in Communicating Livestock Slaughter.” Science Communication 37 (2015): 485–505.Adams, Carol. The Sexual Politics of Meat: A Feminist Vegetarian Critical Theory. London: Continuum, 2000.Adams, Michael. “‘Redneck, Barbaric, Cashed Up Bogan? 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