Articles de revues sur le sujet « Wage-price policy – Great Britain »

Abstract Evidence-based policy relies on measurement to trigger actions and to manage and evaluate programmes. Yet measurement requires classification: the making of categories of understanding that approximate or represent collective phenomena. In 1931, two decades after implementing the first compulsory unemployment benefits in 1911, the British Government began to carry out a census of out-of-work individuals. Why such an inversion, at odds with the exercise of rational-legal authority, and unlike to its French or German counterparts? To solve this puzzle, we document the making of ‘the unemployed’ as a category of scientific analysis and of public policy in nineteenth-century Great Britain. Our circumscribed contribution to the history of economic thought and methodology informs today’s controversies on the future of work, the weakening of wage labour through the rise in the number of part-time contracts and self-employed workers, as well as the rivalry between the welfare state and private charities with regard to providing impoverished people with some kind of relief.

After the defeat of France in the summer of 1940, Great Britain was left face to face with the Nazi Germany. It managed to endure the first act of the ‘Battle of Britain’, but could not wage a full-scale war on the continent. Under these conditions, the defense of the British positions in the Mediterranean and in the Middle East became a top priority for W. Churchill’s cabinet. The author examines three episodes of Great Britain’s struggle for the Middle East in 1941 (Iraq, Syria, Iran), framing them into the general logic of the German-British confrontation during this period.The author emphasizes that potential assertion of German hegemony in the Middle East could have made the defense of Suez almost impossible, as well as the communication with India, and would have provided the Reich with an access to almost inexhaustible supplies of fuel. Widespread antiBritish sentiments on the part of the local political and military elites could contribute greatly to the realization of such, catastrophic for Britain, scenario. Under these circumstances, the British government decided to capture the initiative. The paper examines the British military operations in Iraq and Syria. Special attention is paid to the complex dynamics of relations of the British cabinet with the Vichy regime and the Free France movement. As the author notes, the sharpest disagreements aroused on the future of Syria and Lebanon, and the prospects of granting them independence. In the Iran’s case, the necessity of harmonizing policies with the Soviet Union came to the fore. The growing German influence in the region, as well as the need to establish a new route for Lend-Lease aid to the USSR, fostered mutual understanding. After the joint Anglo-Soviet military operation in August-September 1941, Iran was divided into occupation zones. Finally, the paper examines the UK position with regard to the neutrality of Turkey. The author concludes that all these military operations led to the creation of a ‘temporary regime’ of the British domination in the Middle East. However, the Anglo-French and Anglo-Soviet rivalries had not disappeared and, compounded by the growing US presence in the region, laid basis for new conflicts in the post-war period.

ABSTRACTThe paper aims at a more complete, yet still parsimonious, explanation of macro-economic policy failure and success during the ‘stagflation’ period of the 1970s. Focusing on four countries, Austria, Great Britain, Sweden and West Germany, it is shown that both runaway inflation and rising unemployment could be avoided whenever it was possible to achieve a Keynesian concertation between fiscal and monetary expansion on the one hand and union wage restraint on the other. The actual policy experiences of the four countries are then explained in terms of the linkage between a ‘coordination game’ played between the government and the unions in which macro-economic outcomes are determined, and a politics game in which the government tries to anticipate the electoral responses of different voter strata to these outcomes.

Purpose There is an increasing concern on the quality of jobs and productivity witnessed in the flexible employment arrangements. The purpose of this paper is to examine the relationship between various flexible employment arrangements and the workplace performance. Design/methodology/approach Home-based working, teleworking, flexible timing and compressed hours are the main employment types examined using the Workplace Employee Relations Survey (WERS) over the years 2004 and 2011 in Great Britain. The workplace performance is measured by two outcomes – the financial performance and labour productivity. First, the determinants of these flexible employment types are explored. Second, the ordinary least squares (OLS) method is followed. Third, an instrumental variable (IV) approach is applied to account for plausible endogeneity and to estimate the causal effects of flexible employment types on firm performance. Findings The findings show a significant and positive relationship between the flexible employment arrangements and the workplace performance. Education, age, wage, quality of relations between managers-employees, years of experience, the area of the market the workplace is operated and the competition are significant factors and are positively associated with the propensity of the implementation of flexible employment arrangements. Social implications The insights derived from the study can have various profound policy implications for employees, employers and the society overall, including family-work balance, coping with family demands, improving the firm performance, reducing traffic congestion and stress among others. Originality/value It is the first study that explores the relationship between flexible employment types and workplace performance using an IV approach. This allows us to estimate the causal effects of flexible employment types and the possible associated social implications.

The article considers gender discrimination in the field of labor relations in the United Kingdom (UK) in the pre-covid period. In the past decades, the Western European countries have made the most significant progress in achieving gender equality in various fields, including labor relations, and became the world leader in this area. However, despite all the efforts of the international community, no country has achieved a full gender equality, and Great Britain is no exception. The authors argue that the British anti-discrimination legislation (before leaving the European Union) was based on international acts and conventions. For a long time, there were acts and laws prohibiting discrimination in the labor market, which seriously hindered the implementation of an effective anti-discrimination policy in the sphere of labor relations. It was not until 2010 that the law on equality was passed to replace all previous laws and regulations and to provide an exhaustive list of criteria for prohibiting discrimination. As a result, Great Britain began to develop a rather strict national anti-discrimination legislation in the field of labor relations. Thus, in the past decades, the UK has been achieving gender equality in the economic sphere at a faster pace than the average European Union country. The study shows a steady decline in the gender wage gap in the UK over the past two decades, which may be considered one of the countrys most significant achievements in fighting gender discrimination in the labor market. However, there is still a number of serious challenges: a relatively low female labor force participation and employment rate, a gender wage gap and income gap, horizontal and vertical segregation, a gender gap in postgraduate education, and a significant gender gap in time spent on family responsibilities. Age discrimination presents a special problem in the sphere of labor relations in Great Britain. In the European Union, the first laws prohibiting age discrimination were adopted only in the 2000s, and in the UK - in 2006. This problem still remains extremely acute for the labor market, since age discrimination in the UK ranks third among the most common grounds for discrimination - after gender and disability.

The National Socialist planning for a recolonization of Africa was based on a new social and labour policy and focused chiefly on the “labour question”. In designing their schemes, planners strove to mobilize wage labour and circumvent the much-feared “proletarianization” of the workers. The key problem in exploiting the African colonies had two main aspects: a shortage of manpower and migrant labour. Therefore, planners designed complex systems of organized, state-controlled labour recruitment, and formulated rules for labour contracts and compensation. An expanded labour administration was to ensure that the “deployment of labour” ran smoothly and that workers were registered, evaluated, and supervised. Furthermore, “white labour guardians” were to be assigned the responsibility of overseeing the social wellbeing of the African workers. As was evident not only in Germany but in the colonial powers, France and Great Britain, as well, these concepts all fit into the general trend of the times, a trend characterized by the application of scientific methods in solving social issues, by the increased emphasis on state intervention, and by the introduction of sociopolitical measures. Nazi planning was based on Germany's prewar politics but also reflected the changes occurring in German work life after 1933.

The article analyzes the peculiarities of remuneration of employed persons in the business sector. Compliance of "pay indicators" with the legislative basis of Ukraine - in particular, the Code of Labor Laws of Ukraine No. 322-08 dated 07.23.1996 (ed. dated 08.19.2022) and the Law of Ukraine "On Remuneration" No. 108/95 was determined - VR from 03/24/1995 (edited from 08/19/2022). The social, humanitarian, political and legal orientations of "labor remuneration" in the domestic doctrine of labor are outlined. The genesis of the right to work in Ukraine is analyzed in accordance with the provisions of Art. 43 of the Basic Law of the Constitution of Ukraine. The philosophical and terminological context of the "employer-employee" relationship is considered. The positive and negative aspects of the payment of an employment contract (TD) and a civil law agreement (CPU) are determined in accordance with the labor legislation of Ukraine and the provisions of the Civil Code of Ukraine No. 435-IV dated 16.01.2003 (edited from 01.08.2022). An analysis of the mechanisms for increasing the wages of workers in the developed countries of the world – the EU, the USA, Great Britain, etc. – was carried out. In particular, the precedents of the formation of "salary policy" by the ETUC (European Trade Union Confederation) among the 27 EU member states, the mechanisms for increasing wages and establishing the minimum (marginal) permissible limits of labor remuneration in accordance with the policy of the US Department of Labor (U.S. Department) are outlined. of Labor), features of the formation of the wage and salary policy of Great Britain, which is directed and coordinated by the National Economic Council (National Economic Council). Features of employee stimulation by increasing wages are described. The phenomenon of "work-life balance" (the balance of work and personal life) and the payment policy of enterprises as the root cause of its generation have been studied. The mechanisms of trade union protection of an employed person against systematic violations of labor legislation are outlined –– in Ukraine, the EU, the USA and Great Britain, respectively. The relationship between remuneration and the level of personal motivation of the employee has been proven. The definition of the "job satisfaction scale" (job satisfaction scale) as a psychological constant characteristic of the research-management doctrine of the USA is singled out.

Abstract. The article maps out the topical issue of reinforcing the financial and economic security of our country by switching from uncritical compliance with standard requirements of financial institutions affecting the provision and amount of international loans to development of own economic policy on the basis of rethinking the reasons for the unsatisfactory state of the financial and economic security of Ukraine. The purpose of the article is to study the issue of increasing the sustainability of the financial system of Ukraine taking into consideration foreign experience and to determine the main direction of its provision with the emphasis on the priority development of the real sector of the economy. The financial security issue has become of paramount importance and relevance not only for Ukraine but for other countries as well. The study of foreign experience showed that stagflation of the 1970s provoked an erroneous neoliberal economic reaction. Policy responses were focused on deregulation of markets, in particular labour and financial markets, on the one hand, and on achieving the price stability instead of full employment on the other hand. This neoliberal «counterrevolution» created the conditions for the emergence of «financialization» or «finance-dominated capitalism» since the early 1980s first in the USA and Great Britain and then spread around the world. Over the past 30 or so years, finance began to dominate the industry, and non-financial corporations are increasingly engaged in financial rather than production activities. For instance, in Japan it resulted in the Great Recession. In Ukraine such policy has been implemented since the early 2000s under the influence of IMF requirements. As a result, the economy has lost the ability to provide a decent standard of living for the population and encouraged the labour migration and the increase of debt burden which was practically unavoidable without catastrophic consequences for state sovereignty. It is proposed to redirect the economic policy of Ukraine from spontaneous development of the «mechanism of financialization» to the creation of a mechanism for the development of real economy and effective creation of high-wage jobs complemented by the social responsibility of entrepreneurs and improving the regulatory requirements for legal regulation of public relations related to ensuring the financial security of the state. Keywords: financial security, gross external debt, liability, social responsibility, law, labour migration; employment of population, budget deficit. JEL Classification Е02, H63, K10, M14, O11 Formulas: 0; fig.: 2; tabl.: 1; bibl.: 26.

Many dietary recommendations include reduction of excessive intake of sugar-sweetened beverages (SSB) and other energy-rich beverages such as juices and alcohol. The present study examines surveys of both individual dietary intake data and household food expenditure surveys to provide a picture of patterns and trends in beverage intake and purchases in Great Britain from 1986 to 2009, and estimates the potential for pricing policy to promote more healthful beverage purchase patterns. In 2008–9, beverages accounted for 21, 14 and 18 % of daily energy intake for children aged 1·5–18 and 4–18 years, and adults (19–64 years), respectively. Since the 1990s, the most important shifts have been a reduction in consumption of high-fat dairy products and an increased consumption of fruit juices and reduced-fat milk among preschoolers, children and adolescents. Among adults, consumption of high-fat milk beverages, sweetened tea and coffee and other energy-containing drinks fell, but reduced-fat milk, alcohol (particularly beer) and fruit juice rose. In testing taxation as an option for shifting beverage purchase patterns, we calculate that a 10 % increase in the price of SSB could potentially result in a decrease of 7·5 ml/capita per d. A similar 10 % tax on high-fat milk is associated with a reduction of high-fat milk purchases by 5 ml/capita per d and increased reduced-fat milk purchase by 7 ml/capita per d. This analysis implies that taxation or other methods of shifting relative costs of these beverages could be a way to improve beverage choices in Great Britain.

AbstractCommon agricultural policy (CAP) is a factor of development and cohesion of the European Union (EU) agriculture. The fundamentals of CAP were defined in the 1950s, when the Union was formed. Since then, CAP has been reforming and adapting to new circumstances. Treaty on the Functioning of the European Union defines the goals of CAP: stable (acceptable) prices of agricultural products, growth, productivity and technological progress in agriculture, growth in farmers’ income and supplying the common market. Factor analysis of the prices and production goals of CAP directly or indirectly involves the following variables: prices of agricultural and industrial products, indices of the prices of cereals, meat and milk, indices of the prices of agricultural products in France and Great Britain, agricultural GDP and EU GDP. The analysis results come down to 2 factors. The first – “internal factor” is a set of indicators homogenous in terms of greater impact of CAP on their trends (the prices of agricultural products in France, income from agriculture, the prices of agricultural products in EU and Great Britain and the milk price index). The second - “external factor” is made of general and global indicators (cereals prices, EU GDP and prices in industry). Factor analysis has confirmed high correlation of goals: production growth, productivity and technological progress in agriculture as well as “reasonable” prices in agriculture. The analysis shows high correlation between agricultural and industrial products, indices of the prices of cereals, meat and milk, indices of the prices of agricultural products in France and Great Britain, agriculture GDP and EU GDP (classified into internal and external factors). In general, the results of the factor analysis justify the existence of CAP, while the EU budget support brings wider social benefits.

This article investigates the price discovery and volatility transmission between currency spot and futures markets in India. Daily closing currency spot and futures prices of United States dollar/Indian Rupee (USD/INR), Japanese Yen/Indian Rupee (JPY/INR), Great Britain Pound/Indian Rupee (GBP/INR) and Euro/Indian Rupee (EUR/INR) from 1 March 2010 to 20 January 2015 were used. Both long-and short-run relationship as well as volatility transmission was investigated by the use of Engle Granger co-integration test, error correction mechanism, causality test and the bivariate GARCH model. The co-integration results proved that there is a long-run relationship between currency spot and futures prices. The study finds that there is a unidirectional causal relationship from currency spot to futures prices of JPY/INR, GBP/INR and EUR/INR. Further, results conclude the bidirectional causal relationship between USD/INR currency spot and futures prices. The result further shows that the spot market adjusts to new information faster than futures market suggesting that spot price leads the futures price and contributes largely to price discovery. Finally, the results show that there is unidirectional volatility transmission from currency spot to futures prices of JPY/INR, GBP/INR and EUR/INR and bidirectional spillover between currency spot and futures prices of USD/INR. Based on the findings, relevant policy recommendations are made.

Switching from higher strength to low- and no-alcohol products could result in consumers buying and drinking fewer grams of ethanol. We undertook a scoping review with systematic searches of English language publications between 1 January 2010 and 17 January 2021 using PubMed and Web of Science, covering production, consumption, and policy drivers related to low- and no-alcohol products. Seventy publications were included in our review. We found no publications comparing a life cycle assessment of health and environmental impacts between alcohol-free and regular-strength products. Three publications of low- and no-alcohol beers found only limited penetration of sales compared with higher strength beers. Two publications from only one jurisdiction (Great Britain) suggested that sales of no- and low-alcohol beers replaced rather than added to sales of higher strength beers. Eight publications indicated that taste, prior experiences, brand, health and wellbeing issues, price differentials, and overall decreases in the social stigma associated with drinking alcohol-free beverages were drivers of the purchase and consumption of low- and no-alcohol beers and wines. Three papers indicated confusion amongst consumers with respect to the labelling of low- and no-alcohol products. One paper indicated that the introduction of a minimum unit price in both Scotland and Wales favoured shifts in purchases from higher- to lower-strength beers. The evidence base for the potential beneficial health impact of low- and no-alcohol products is very limited and needs considerable expansion. At present, the evidence base could be considered inadequate to inform policy.

Globalisation has diverse definitions and concepts.1 Globalisation has many facets and has a variety of social, political and economic implications. This term introduced in early 1980, which never precisely defined, is a frequently used word in the political economy. It simply means growing integration of the national economies, openness to trade, financial flows, foreign direct investment and the increasing interaction of people in all facets of their lives. Globalisation also implies internationalisation of production, distribution and marketing of goods and services. International integration implies the adoption of common policies by the individual countries. Between 1870 and 1914, the world was integrated into a single word economy dominated by one power: Great Britain. The government functions were limited and faced many constraints like gold standard and lack of freedom to pursue easy monetary policy. Later governments were burdened by performing many functions like achievement of macroeconomic goals—full employment, economic growth and price stability. Freedom of using macroeconomic policies resulted in greater integration of national economies but at the same time they led to international disintegration and interdependence. Streeten (1998) argues that today global market forces can lead to conflict between states, contributing to international disintegration and weakened governance. Before 1914, the world was more integrated than it is today but it did not prevent the First World War.

The possibility of the UK's withdrawal from the European Union has never been more realistic and up-to-date since joining the European Communities (EC) as it is today. The UK is facing a unique situation. At present, this depends solely on the capabilities of European and British government officials, who negotiate the terms of withdrawal and future cooperation between the two entities. The main goal of this paper is based on the British – Slovak trade relations development analysis to figure out their impact within the Brexit consequences on the future Slovak economy and its current status in international economic relations. The paper also provides a basic overview of Brexit process and its possible impact on the EU's further functioning. Basic data will be drawn from generally accepted institutions, evaluating the UK and Slovak trade and economic performance. To accomplish this goal, methods such as analysis and comparison to illustrate the UK-Slovak foreign trade development, synthesis and logical deduction to discuss the Brexit impact on Slovak economic environment in the future are to be used; data from scientific and professional publications, periodical and non-periodical press. The paper presents the results of an empirical analysis, which showed that because of the size of economic relations between Slovakia and the United Kingdom and the number of goods and services being exported to the UK, the «hard» Brexit will be very unfavourable for Slovak foreign trade due to the possible tariffs being imposed. The research empirically confirms and theoretically proves that it can cause a significant weakening and slowdown in the Slovak economy. Either way, the upcoming Brexit process, that is the withdrawal of Great Britain from the European Union, would have a major impact not only on British, European but also on the world economy. The impact of Brexit on Slovakia's economy will not only be in reducing the possible growth of the economy, but also in employment and price increases. Keywords: EU single market, Britain's withdrawal from the EU, foreign trade policy instruments analysis, international economics, Slovak economy slowdown prediction, Slovak foreign trade commodity structure analysis.

AbstractMonetary policy currently has only limited room for manoeuvre to fight inflation. Structural supply problems, war and past omissions are having an impact. Inflation is hitting those hardest who cannot pass on the price increase. There is no evidence of a wage-price spiral in Germany at present. Raising the key interest rates now will not lead directly to a reduction in inflation. However, combining monetary policy with social and climate policy goals has great potential. It is a matter of having the courage to pursue a green monetary policy.

Thorkild Kjærgaard: The Peace in Kiel, Greenland, and the North Atlantic, 1814–2014 At the peace conference in Kiel (North Germany) in January 1814, the Danish-Norwegian North Atlantic Empire that controlled an enormous area of land and water, including not only Denmark (with Schleswig-Holstein) and Norway but also Iceland, the Faroe Islands and the huge, thinly populated ice-covered island of Greenland, was dissolved by the victorious powers of the Napoleonic wars. Norway was given to Sweden as compensation for Finland, which Sweden — now in the victorious coalition — had lost to Russia in 1809. Rather surprisingly, the Kingdom of Denmark — now, without Norway, Europe’s smallest independent country — was entrusted with Greenland, Iceland and the Faroe Islands, although these three North Atlantic areas since early medieval times had been a part of the Kingdom of Norway. Without question, this was a major historical injustice. For Denmark, the outcome of the 1814 conference in Kiel was twofold: it was reduced to a very small country and it became — and still is — a polar nation, which it had not been before. The article discusses three aspects of this complex. Firstly: What happened in Kiel? Why were the three North Atlantic territories taken from Norway and given to Denmark? Was it, as it has been claimed by a majority of historians, the merit of sly Danish diplomats or was it — as the author believes — the will of the United Kingdom that was imposed on two small countries, Sweden and Denmark? Secondly, it is discussed how Denmark dealt with its new role as a polar nation. It turns out that Denmark initially was a rather hesitant, not to say, unwilling polar nation. Gradually, however, the extraordinary qualities of the North Atlantic islands, especially Greenland, were recognized. Since the end of the 19th century, Greenland has been a major subject of Danish art and literature, just as it has been a decisive dimension of Danish scientific research. The last section of the article deals with the significance of Greenland for Danish security and foreign policy. It is shown how the suffocating dependency on Great Britain after 1814 gradually was reduced thanks to a rapprochement to the new world power, the United States, which very early on showed interest in Greenland, which is, geographically, a part of the North American continent. The close alliance with the United States has saved Greenland for Denmark, just as it has been extremely helpful for Denmark in number of critical situations since 1814, but it also has its price. The price is that Denmark always follows US and never questions US actions. Relatively, Denmark, one of President Bush’s “willing nations,” has had more casualties on the American battlefields in Iraq and Afghanistan than any other of the United States’ allied nations. The Danish soldiers who have been killed on Middle East or Central Asiatic battlefields since 2001 have died for Greenland.

Topicality. Local taxes and fees are a means of filling basic budgets not only in the direct sense, when the fiscal function of such taxes is performed but also when the regulatory function of such taxes is activated and local authorities have the opportunity to improve the business climate of their economic mesosystem and change its structure, giving preference to the most promising types of economic activity. Currently, Ukraine has adopted a general institutional framework that makes it possible to conduct economic cooperation of territorial communities, but the provisions of legislative, methodological, advisory nature on the use of local taxes as stimulators of interregional cooperation and activators of cooperation agreements that are based on added value and effective involvement of local resources in the process of exogenous economic exchange have not yet been developed. Therefore, solving such scientific and applied problem as the development of guidelines for the use of local taxes as tools of stimulation of economic cooperation of communities and increase the added value generated in their territorial and economic systems is actual topic of national and international research on regional systems for developing or developed countries, where the role of local economic and administrative initiatives is incompletely realized. Aim and tasks. The purpose of this paper is to identify the scientific and methodological basis on the use of local taxes as regulators of business activity and activators of economic cooperation and means of increase of added value, establishing of the list of key local taxes through which it is possible to implement regulatory measures and identify types and groups of taxes, which are the most effective means of influencing business activity, from the standpoint of stimulating economic cooperation and the formation of horizontal ties between the participants of cooperation and division of labor in territorial communities. Research results. Theoretical, institutional and scientific-applied bases of economic cooperation of territorial-economic systems in Ukraine and other countries of the world are considered. It is established that the implementation of interregional, intraregional and international cooperation of communities has a positive effect on the level of economic development, as the formation of points of concentration of capital and business activity increases economic growth, uses local resources more efficiently, increases added value and depth of raw materials processing and there is the active involvement of territories in the processes of the international division of labor. Due to the points of economic growth formed based on economic cooperation in the form of agglomerations, clusters, subregions and other forms of territorial economic associations for the developed countries of the world (Austria, Spain, Germany, Great Britain) the predominant of gross product creation (from 50% to 70 %) became characteristic in such territorial and economic associations. Based on the analysis of the regulatory framework and other components of institutional support for economic cooperation in the developed world, it is determined that the general institutional framework and legalization of the instrument of cooperation for effective economic development is not enough, as levers of state regulation and realization the supporting means should be introduced. In this aspect, special attention is paid to local taxes and fees, because the initiatives of local authorities must be supported by certain powers to regulate the economic development of communities. The most effective at the present stage of development of domestic territorial and economic systems in Ukraine as regulators can be used such local taxes as a single tax on entrepreneurs, land fees and real estate tax. A mechanism for stimulating economic cooperation in communities with the use of personal income tax, which is national, but ensures the incomes collection of local budgets by almost 60%, has also been identified and proposed. An approach to the implementation of simplified and reduced taxation of a number of local taxes in promising investment projects is proposed. But such means are provided only for the projects that keep the level of wages 2.5-3 times higher than the average wage in the region, which will increase the welfare of the population and will provide filling local budgets by increasing the base for personal income tax. Conclusion. Scientific and methodological recommendations for tax incentives for economic cooperation of territorial communities in Ukraine are still under development and formation, but the solution to this problem is a promising area of research. The list of basic local taxes that can be used to enhance cooperation between local communities, the key incentives for the application of targeted benefits from local taxes, should be supplemented by regulatory policy means in further research on this topic.

Our federal economic statistics originated in the economic and political divisions in the United States and the bitter debates over economic policy they engendered at the end of the 19th century and during the world wars and Great Depression. Workers were angry because they believed that they were being exploited by robber barons who were capturing all of the benefits of economic growth, while employers were just as sure that the second industrial revolution had brought workers an unparalleled increase in real wages. Other debates centered on the effects of unrestricted immigration on wages and employment opportunities of native-born Americans, on the effects of tariffs on prices paid by consumers, on the effects of frequent financial panics on employment, and, during the world wars, on the effects of wage and price controls on the living standards of workers. Participants on all sides of these debates believed that nonpolitical and accurate statistics constructed by experts would help to win support for the policies they favored. In most cases, the development of these statistics was led by individuals, private organizations, and state governments, although the federal government eventually took over the role of producing these statistics on a regular basis. Here I provide brief histories of the origins of US statistics on prices, national income and product, and unemployment to illustrate this story.

In this paper, we analyze Mesoeconomics of migration and trade in interregional and international economy. Decision-makers are interested in analyzing how changing the prices or wages will lead to these movements and what policies can be devised to revert the markets into their initial equilibrium. We assume in our simple model, that the wages or prices change in one region, and we will measure the equilibrium of the markets of the two regions. After some time, by migration of workers and trading commodities, a new equilibrium will be achieved. If one of the governments of the two regions intends to revert the equilibrium to the state before changes were applied, how should that government act and how great will its financial burden be? In this paper, we try to formulate the answer to this question in the context of two simple, homogenous, and similar-shape economies. This paper is centered on the behavior of individuals of the two regions, which we try to generalize it so that we could evaluate the problem at meso level analytically. Therefore, we simplify the problem to the extent that its micro and macro dimensions coincide. We check different cases of Changing wage elasticity of price or production elasticity of employment and examine the financial burden of a policy of no labor and commodity movement. In this way, if the government of region 1 decides to counteract and revert the conditions into the previous state, it can pay specific subsidies to workers, legislate due taxes on selling commodities, and thereby establish the conditions of the equation as prior to changes.

In the last two and a half centuries, industrialization, propelled by a catalytic impact of free-market capitalism, has been contributing to prosperity and breaking the limits beyond all imagination that during the history inhibited the development of human potential. Unfortunately, neoliberal capitalism, as the last and most extreme variant of free-market capitalism, has shown some hidden fractures. After the Great Recession of 2008, the problems due to inbuilt fault lines and misconceptions erupted to the surface. Over the last two years, marked by the COVID-19 pandemic, the world economy has been passing through a complex crisis, a crisis within the spectrum of crises. Again, the flip side of a major success proved to be a major failure. The new virus simply magnified and accelerated doom and gloom in the economic system. The major strategic shifts such as climate crisis, structural crisis of capitalism, microbe mutations and superinfections, and, particularly, the Fourth Industrial Revolution, have contributed jointly to the disruption of incumbents in business, regulatory settings and society as a whole. Exponential change is the New Normal. The economic system is simply surrounded with exponentiality. Neoliberal capitalism has definitely hurt sustainability, along with renewability and inclusivity, of the global economic system and the entire planet. In a time of the explosion of systemic, climate and biological risks, a delicate and subtle issue has emerged as to how to adjust the existing system to exponential change conceptually, financially and operationally. In fact, the current economic system is not able to adequately respond to exponential challenges by transforming threats into opportunities. In times of the climate crisis, the pandemic is just the tip of the iceberg which, by the way, is melting away. The COVID-19 is not a perpetual virus. Someday the pandemic will end. In fact, the transition from pandemic to endemic is imminent. Accordingly, in the post-pandemic world key performance will be the capacity of a new economic system to respond positively to ever-increasing old challenges, in particular to the climate emergency and related issues. So, the green transition is an imperative of modern Economics. At the start of the pandemic, most governments relied on expansionary monetary and fiscal policies with the aim of relaxing the "fear of fear" (unspent savings and pent-up demand). During the crisis money pumping was about US$ 13 trillion on a global level. The continuation of this policy has pushed the world economy into an unstable mode because it leads to an increase in aggregate demand that largely exceeds the supply level, drives wage-price spirals and deepens other structural imbalances. In the context of extremely low or even negative interest rates, economic agents take an extra high credit risk and the state takes an unmanageable sovereign risk. Consequently, today's debt in many core economies is substantially higher than in any previous stagflation episode. When the inflation risk premium pushes interest rate hikes, public and private agents with an increasing debt burden and lower earnings face insolvency threat due to such a hawkish turn. Among many negative scenarios, overheating and stagflation followed by growing indebtedness are the most dangerous outcomes. Given today's ultra-loose and even costly anti-crisis core economic policies, the confidence in the "invisible hand" of the market and unconventional and experimental economic policies, praised by mainstream economists as a panacea for all imbalances, has definitely disappeared and may be easily turned into a pipe dream everywhere. There is not much time to respond to the New Normal. Humanity has less than a decade left until climate change becomes irreversible. The response should be prompt, comprehensive and compatible with exponential change. So, mitigation of a complex crisis requires the consideration of more radical ideas. Without a paradigm change, the economy will not be able to resolve the current crisis and work in a sustainable and inclusive way for the sake of people and nature in a rapidly changing context of the New Normal. Every crisis is a catalyst for change. To reimagine the economy, apart from the shift to the circular model of growth and heterodox economic policy platform, public governance must change, too. Moreover, to take advantage of the leading trends, the economic system must follow substantially different economics rules in many fundamental aspects. In an emerging system, the government and basic economic agents will work symbiotically with the aim of serving nature and human needs through industrial policies and impact investments, devoting concerted efforts to coordination and fostering experimentation on all levels. Automatic macroeconomic stabilizers will play the role of a liaison between structural and core economic policies by maintaining a sustainable balance between private and public sectors. In Industry 4.0, governance should also respect the sustainable development goals, as well as environmental, social and governance metrics arising from mission-oriented governance or Governance 4.0. The aforementioned does not mean that after the paradigm change we will have a new precisely defined blueprint that will tell us in detail what to do. Economics is not big science, but a social or contextual science. In the age of Industry 4.0 characterized by endless innovative amalgams arising from the intersection of breakthroughs in AI, robotics, and life science, Economics can treat the economic system only as a nonlinear one. So, what the paradigm shift brings to the emerging contours of new Economics is not a new theory, but the nexus of new rules we can follow in the context of exponential change. The purpose of this paper is not to endorse, but to discuss the subject from the title with a special focus on Serbia. Our intention is just to provide the overview of emerging intellectual trajectories relevant to the current crisis mitigation and to sketch out the nexus of economics rules that will pave the way for a resilient, sustainable and inclusive economy. A common concern is related to the circular economy growth model and heterodox economic policy platform because both elements are able to address the key pressing issues in times of exponential change. Bearing in mind that Serbia does not have a significant fiscal space or fully convertible currency, on the one hand, and the lack of retained earnings in the private sector and valuesubtracted public sector, on the other, the key issue for Serbia's future strategy is going to be fixing the green transition finance. The paper is structured in four parts, except Introduction and Conclusion. In the first part we review the neoliberal economics rules and associated policies as well as the unconventional policies that were intended to address the challenges brought by the Great Recession of 2008. In the second part we point to the fallacies and contradictions of the experimental policies measures implemented during the COVID-19 crisis and call for a turnaround in the economic system. The contours of a new economic system based on a completely different nexus of economics rules and policies arising from the circular economy growth model and heterodox economic policy platform are described in the third part. Finally, in the fourth part we portray the key macroeconomic trends in Serbia's economy in 2021 and identify the areas that need restructuring in order to be ready for a transition toward a climate-minded and health-minded economy.

The article examines the influence of European integration processes on the conditions of functioning of regional markets of poultry products of Ukraine. The importance of the poultry industry for the development of the agricultural sector of the country’s economy and ensuring food security has been clarified. The impact of the export of poultry products on the development of production, the unification of products, the reduction of their cost price, the introduction of a flexible price policy, the improvement of the professionalism of employees due to the exchange of experience during migration processes, the increase in the competitiveness of products on both foreign and domestic markets is determined. The dynamics of the balance of consumption of meat and meat products in recent years have been analyzed, which showed growth trends and an excess of the growth rate of product exports over imports, while the share of imports in consumption tends to decrease. The dynamics of export and import of chicken meat by countries of supply are characterized: the largest volumes of Ukrainian chicken meat exports are delivered to the Netherlands, the second position in terms of supplies is taken by Saudi Arabia. The dynamics and share of the export of poultry products in the total production were analyzed, which showed a gradual increase in the production of poultry meat and eggs, with a simultaneous increase in the share of exports. The degree of dependence of the total volume of poultry meat production and export was determined, the calculations proved a strong inverse positive correlation between the rates of growth (decrease) in the volume of production and export. The main tasks and peculiarities of functioning of regional markets of poultry products are characterized. The regional market of poultry products regulates the degree of market saturation, product differentiation strategies used depending on market segmentation, and the effectiveness of the distribution policy. The state, problems and prospects for the development of poultry production during military aggression and the importance of European integration support for Ukrainian agribusiness are clarified. Support for Ukrainian producers of poultry products was provided by the EU countries and Great Britain, which canceled import duties and quotas on imports from Ukraine and provided opportunities for increasing export volumes and reviving foreign trade.

This research focuses on the analysis of the sustainable use of the Belgrade Forest and recreation area, which make up part of the northern forests of Istanbul. The forest, which is defined as the oxygen reservoir of the city, is one of the places that the local people use intensively. Activities for different interests such as sports, activities, leisure time, barbecue and observation are carried out in the recreation area. A large part of the region, which is among the natural assets of Istanbul, is under protection. In the city where the population is constantly increasing, it is of great importance to protect these natural areas and transfer them to future generations. For this purpose, it is very important to plan the sustainable management of the forest area and to take into account the thoughts of the users in this process. In the research, different questions were prepared about the way and method of use of the place, wage policy, management and improvement of conditions. A total of 193 people voluntarily responded to the study. While 68% of them stated satisfaction in terms of general use of the park, this rate could not be achieved in the specific question. In the study conducted on the activation of the entertainment sector, which is subject to a fee, within the forest area, 27% of the participants support the new construction, and 73% think that the ecological system should not be interfered with. However, a significant portion of 74% answered yes to the use of any facility to be built on the forested area for a fee. In general, people do not look warmly at any structures on the forested site. But the fee gives consent to use it in return. This situation is a guide for the development and political attitude to be applied by the park administration. As a result, the sustainability of the Belgrade Forest, which is often used by all age groups, depends on the principles of planned management. Therefore, taking into account the wishes and expectations of visitors together with the ecological situation will make the planned use more meaningful.

The paper aims to analyze the Ukrainians income structure, to study of the ratio of real, nominal wages and the consumer prices index; to draw a scatter diagram, which makes it possible to make assumptions about a logarithmic nature of the relationship between indicators of average annual wages and GDP growth per capita by countries; to study the correlation between average annual rates GDP growth per capita and wages based on correlation-regression analysis; to determine the ways to improve the well-being in modern conditions. The living standard of the population is one of the main socio-economic categories that not only characterizes the material well-being of a person, but determines the overall result of the country's economy for a certain period as well. Satisfaction of needs has always been a vital condition of people's life. Material well-being with the income as focal point is a key factor in the population living standard analysis. All people work for the sake of obtaining an income that satisfies their needs, and, under favorable conditions – enjoy saving some income, investing in assets, being engaged in charity. The amount of income is often insufficient to meet the most important human needs. Currently, the majority of Ukrainians live below the poverty line, and the skilled workforce has emigrated abroad. Therefore, there arises the need for state regulation of wages, for reducing the disparity in income between the rich and the poor, for searching other sources of income for the population. The issue of the formation of incomes has been studied by many outstanding scientists, but the issue of formation of the population income as one of the factors of the population well-being has not lost its relevance and needs further study and research. The income of the population is one of the population welfare factors determining the level of their life activity. Periodicals, scientific papers, Internet sources, statistical information, scientific and methodical literature make the information base of the research. A scatter diagram of population incomes distribution in the world's countries by average annual growth rates wages and GDP per capita, correlation-regression model dependencies between average annual growth rates of GDP per capita and salary is used as one of the research methods. The economic-mathematical, calculation-constructive and correlation-regression methods were used in the study was well. Incomes of the population are the main source of satisfying their needs for consumer goods and services, and the level of population life quality is measured in quantity and quality of goods that they can purchase with their incomes. the quality of housing conditions and medical services depend on the income level. Wages make the main source of Ukrainian population income. In 2020, it made 62,3% in the total income structure of the population of Ukraine. In 2020, the nominal salary of the population amounted to 110,4% compared to the previous year, and real wages, made 107,4% taking into account the price factor. That is, the average rate of nominal wage growth is 13,4 percent ahead of the average real wages growth rates which indicates deterioration of the material situation of the population, inflationary processes in economy leading to wage depreciation and purchasing capability decline. The average salary in Ukraine in 2021 was UAH 14,577. Compared to 2020, it increased by 40% (UAH 10,340). The highest level of the average monthly salary in 2021 was in the industrial developed regions (Kyiv - UAH 21,347, Donetsk oblast - UAH 15,480, Kyiv oblast - UAH 15,152, Zaporizhzhia oblast - UAH 14,510 and Dnipropetrovsk oblast – 14,479 UAH. The lowest level is observed in the Volyn oblast (UAH 11,735), Kirovohrad oblast (UAH 11,658), Ternopil oblast (UAH 11,455) and Chernivtsi oblast (UAH 11,326). This differentiation of wages is predetermined by the specifics of these regions and the structure of their economic development. The indicator of the wages share in GDP was 46.2% in 2021 (to be compared with the average in the EU, salaries make up 50% of GDP). This is a good indicator for Ukraine, but the size of the GDP is low. In 2021, GDP of Ukraine made only 2.7% of the analogue for the USA, 12,1 – for Germany, 17,3% - for Great Britain and 41,4% for Poland that indicates the poverty of our country. Income growth during the studied period by almost exceeds the level of inflation by 27,9-31,4% and indicates an increase in well-being population. However, according to the IMF data regarding the rating of GDP volumes per capita in 2019, Ukraine ranked last among the world countries. During 2020-2021, Ukraine ranked 101st among the 199 world countries. The scatter diagram makes it possible to assume the presence of a logarithmic nature of the relation between the average annual wages growth and GDP per capita by country. Ukraine, Iceland, Estonia, Latvia, Lithuania, Hungary and Poland are among the countries with high GDP and wages growth rates. A low GDP and wages growth rate is observed in Australia, the Netherlands, Greece and Belgium. The correlation-regression model of the dependence between the average annual GDP growth rates per capita and wages confirms that the size of GDP per capita affects the average annual wages and this dependence must be high. Unfair distribution of national income in the country, tax evasion, and a high level of the shadow economy can be the reasons for the lack of a high correlation between the change in GDP per capita and wages in Ukraine. Ukraine is among the countries with the lowest average wages compared to developed countries. Therefore, Ukrainians have to go abroad in search of more acceptable conditions and wages. In addition, the part of the population that has remained living in the country is paid "under the table", they work in unfavorable conditions and are socially unprotected. Therefore, in order to improve the level of welfare of the population, the state should set the minimum wage corresponding to the level of the real living wage; to legalize the payment of wages; to provide benefits and subsidies to the poor and low-income segment of the population with examining their living standard; attract investments and innovations in production processes that will result in wage growth; reduce and simplify the level of taxation, which affects the reduction of the shadow sector of the economy; restrain the level of inflation; create conditions for the development of small and medium-sized businesses which will further create new jobs; reduce the corruption level, etc

Michael Watts of Purdue University reviews “Better Living through Economics” edited by John J. Siegfried. The EconLit Abstract of the reviewed work begins, “Twelve papers and fourteen comments explore the fundamental contributions of economic research to important public policy decisions over the past half century. Papers discuss the evolution of emissions trading; better living through improved price indexes; economics and the Earned Income Tax Credit;….” Arthur J. Robson of Simon Fraser University reviews “The Bounds of Reason: Game Theory and the Unification of the Behavioral Sciences” by Herbert Gintis. The EconLit Abstract of the reviewed work begins, “Explores how key concepts from the behavioral sciences can complement game theory in providing insights into human behavior. Discusses decision theory and human behavior; game theory--basic concepts; game theory and human behavior; rationalizability and common knowledge of rationality; extensive for….” Robert A. Margo of Boston University and NBER reviews “Top Incomes: A Global Perspective” edited by A. B. Atkinson and T. Piketty. The EconLit Abstract of the reviewed work begins, “Thirteen papers examine top incomes in ten OECD countries and focus on the contrast between continental Europe and English-speaking countries. Papers discuss top Indian incomes, 1922-2000; income inequality and progressive income taxation in China and India, 1986-2015; the evolution of income concentration….” Charles Wyplosz of The Graduate Institute, Geneva reviews “Europe and the Euro” edited by Alberto Alesina and Francesco Giavazzi. The EconLit Abstract of the reviewed work begins, “Eleven papers with comments, drawn from an NBER conference on “Europe and the Euro” held in October 2008, examine a number of issues related to the euro, including the effects of the euro on reform of goods and labor markets; its influence on business cycles and trade among members; and whether the ….” Anne Krueger of Johns Hopkins University reviews “Misadventures of the Most Favored Nations: Clashing Egos, Inflated Ambitions, and the Great Shambles of the World Trade System” by Paul Blustein. The EconLit Abstract of the reviewed work begins, “Explores whether the global trading system, specifically the World Trade Organization (WTO), is at risk of joining the financial system in crisis, and chronicles the major events in the system over the last decade. Discusses the 2001 WTO meeting in Doha, Qatar; the story of the global trading system….” Chong Xiang of Purdue University and NBER reviews “International Trade with Equilibrium Unemployment” by Carl Davidson and Steven J. Matusz. The EconLit Abstract of the reviewed work begins, “Considers how to create economic models that accurately reflect the real-world connections between international trade and labor markets using equilibrium unemployment modeling. Discusses the structure of simple general equilibrium models with frictional unemployment; trade and search-generated unemployment….” Raymond Robertson of Macalester College reviews “Unequal Partners: The United States and Mexico” by Sidney Weintraub. The EconLit Abstract of the reviewed work begins, “Examines the repercussions of the dependent-dominant relationship between Mexico and the United States. Discusses Mexico's political economy; trade--from closure to opening; foreign direct investment and finance--from resistance to welcome; narcotics--effects of profits from U.S. consumption; energy….” Jules H. van Binsbergen of Northwestern University, Stanford University, and NBER reviews “Anticipating Correlations: A New Paradigm for Risk Management” by Robert Engle. The EconLit Abstract of the reviewed work begins, “Presents a collection of new methods for estimating and forecasting correlations for large systems of assets. Discusses correlation economics; correlations in theory; models for correlation; dynamic conditional correlation; dynamic conditional correlation performance; the MacGyver method; generalize….” Andreas Bergh of Lund University and Research Institute for Industrial Economics reviews “Nordics in Global Crisis: Vulnerability and Resilience” by Thorvaldur Gylfason, Bengt Holmström, Sixten Korkman, Hans Tson Söderström, and Vesa Vihriälä. The EconLit Abstract of the reviewed work begins, “Presents a report on the global financial and economic crisis from the point of view of small open economies, focusing on the Nordic countries. Discusses putting the crisis into perspective; the crisis and the global policy response; the panic of 2007-08--a modern bank run; looking back at volatility….” Teresa A. Sullivan of University of Virginia reviews “Saving Alma Mater: A Rescue Plan for America's Public Universities” by James C. Garland. The EconLit Abstract of the reviewed work begins, “Examines how to reform the economic model of public higher education, drawing upon the example of Miami University of Ohio. Discusses where the money comes from; market forces in higher education; why public universities cannot restrain costs; the university prime directive; whether the faculty are ….” Martin Hall of University of Salford reviews “Financing Higher Education Worldwide: Who Pays? Who Should Pay?” by D. Bruce Johnstone and Pamela N. Marcucci.. The EconLit Abstract of the reviewed work begins, “Explores the financing of higher education from an international comparative perspective, focusing on the strategy of cost-sharing. Discusses diverging trajectories of higher education's costs and public revenues worldwide; financial austerity and solutions on the cost side; the perspective and policy….” Lee Branstetter of Carnegie Mellon University reviews “Offshoring in the Global Economy: Microeconomic Structure and Macroeconomic Implications” by Robert C. Feenstra. The EconLit Abstract of the reviewed work begins, “Presents lectures given by Robert C. Feenstra at the Stockholm School of Economics in September 2008, focusing on the role of trade versus technological change in explaining wage movements and their effect on workers. Lectures discuss microeconomic structure in the context of the Heckscher-Ohlin structure….” James E. Rauch of University of California, San Diego reviews “Emergent Economies, Divergent Paths: Economic Organization and International Trade in South Korea and Taiwan” by Robert C. Feenstra and Gary G. Hamilton. The EconLit Abstract of the reviewed work begins, “Studies the business groups in South Korea and Taiwan and what their different paths of development say about economic organization. Discusses the problem of economic organization; interpreting business groups in South Korea and Taiwan; a model of business groups--the interaction of authority and market….” Michael Bikard of Massachusetts Institute of Technology and NBER reviews “The Invention of Enterprise: Entrepreneurship from Ancient Mesopotamia to Modern Times” edited by David S. Landes, Joel Mokyr, and William J. Baumol. The EconLit Abstract of the reviewed work begins, “Eighteen papers examine the history of entrepreneurship throughout the world since antiquity. 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There is a disparity between expectations that the members of a community will work together for the common good — and the stark reality that human beings form into groups, or parties, to engage in conflict with each other. This is particularly the case in so-called popular governments that include some wider political involvement by the people. In ancient Greece stasis, or endemic conflict between the democratic and oligarchic elements of a city was very common. Likewise, the late Roman Republic maintained a division between the populares and the optimates. In both cases there was violence as both sides battled for dominance. For example, in late republican Rome street gangs formed that employed intimidation and violence for political ends.In seventeenth century England there was conflict between those who favoured royal authority and those who wished to see more power devolved to parliament, which led to Civil War in the 1640s. Yet the English ideal, as expressed by The Book of Common Prayer (1549; and other editions) was that the country be quietly governed. It seemed perverse that the members of the body politic should be in conflict with each other. By the late seventeenth century England was still riven by conflict between two groups which became designated as the Whigs and the Tories. The divisions were both political and religious. Most importantly, these divisions were expressed at the local level, in such things as the struggle for the control of local corporations. They were not just political but could also be personal and often turned nasty as families contended for local control. The mid seventeenth century had been a time of considerable violence and warfare, not only in Europe and England but across Eurasia, including the fall of the Ming dynasty in China (Parker). This violence occurred in the wake of a cooler climate change, bringing in its wake crop failure followed by scarcity, hunger, disease and vicious warfare. Millions of people died.Conditions improved in the second half of the seventeenth century and countries slowly found their way to a new relative stability. The Qing created a new imperial order in China. In France, Louis XIV survived the Fronde and his answer to the rage and divisions of that time was the imposition of an autocratic and despotic state that simply prohibited the existence of divisions. Censorship and the inquisition flourished in Catholic Europe ensuring that dissidence would not evolve into violence fuelled by rage. In 1685, Louis expelled large numbers of Protestants from France.Divisions did not disappear in England at the end of the Civil War and the Restoration of Charles II. Initially, it appears that Charles sought to go down the French route. There was a regulation of ideas as new laws meant that the state licensed all printed works. There was an attempt to impose a bureaucratic authoritarian state, culminating in the short reign of James II (Pincus, Ertman). But its major effect, since the heightened fear of James’ Catholicism in Protestant England, was to stoke the ‘rage of party’ between those who supported this hierarchical model of social order and those who wanted political power less concentrated (Knights Representation, Plumb).The issue was presumed to be settled in 1688 when James was chased from the throne, and replaced by the Dutchman William and his wife Mary. In the official language of the day, liberty had triumphed over despotism and the ‘ancient constitution’ of the English had been restored to guarantee that liberty.However, three major developments were going on in England by the late seventeenth century: The first is the creation of a more bureaucratic centralised state along the lines of the France of Louis XIV. This state apparatus was needed to collect the taxes required to finance and administer the English war machine (Pincus). The second is the creation of a genuinely popular form of government in the wake of the expulsion of James and his replacement by William of Orange (Ertman). This means regular parliaments that are elected every three years, and also a free press to scrutinise political activities. The third is the development of financial institutions to enable the war to be conducted against France, which only comes to an end in 1713 (Pincus). Here, England followed the example of the Netherlands. There is the establishment of the bank of England in 1694 and the creation of a national debt. This meant that those involved in finance could make big profits out of financing a war, so a new moneyed class developed. England's TransformationIn the 1690s as England is transformed politically, religiously and economically, this develops a new type of society that unifies strong government with new financial institutions and arrangements. In this new political configuration, the big winners are the new financial elites and the large (usually Whig) aristocratic landlords, who had the financial resources to benefit from it. The losers were the smaller landed gentry who were taxed to pay for the war. They increasingly support the Tories (Plumb) who opposed both the war and the new financial elites it helped to create; leading to the 1710 election that overwhelmingly elected a Tory government led by Harley and Bolingbroke. This government then negotiated the Treaty of Utrecht in 1713, with the Whigs retaining a small minority.History indicates that the post-1688 developments do not so much quell the ‘rage of party’ as encourage it and fan the fires of conflict and discontent. Parliamentary elections were held every three years and could involve costly, and potentially financially ruinous, contests between families competing for parliamentary representation. As these elections involved open voting and attempts to buy votes through such means as wining and dining, they could be occasions for riotous behaviour. Regular electoral contests, held in an electorate that was much larger than it would be one hundred years later, greatly heightened the conflicts and kept the political temperature at a high.Fig. 1: "To Him Pudel, Bite Him Peper"Moreover, there was much to fuel this conflict and to ‘maintain the rage’: First, the remodelling of the English financial system combined with the high level of taxation imposed largely on the gentry fuelled a rage amongst this group. This new world of financial investments was not part of their world. They were extremely suspicious of wealth not derived from landed property and sought to limit the power of those who held such wealth. Secondly, the events of 1688 split the Anglican Church in two (Pincus). The opponents of the new finance regimes tended also to be traditional High Church Anglicans who feared the newer, more tolerant government policy towards religion. Finally, the lapsing of the Licensing Act in 1695 meant that the English state was no longer willing to control the flow of information to the public (Kemp). The end result was that England in the 1690s became something akin to a modern public culture in which there was a relatively free flow of political information, constant elections held with a limited, but often substantial franchise, that was operating out of a very new commercial and financial environment. These political divisions were now deeply entrenched and very real passion animated each side of the political divide (Knights Devil).Under these circumstances, it was not possible simply to stamp out ‘the rage’ by the government repressing the voices of dissent. The authoritarian model for creating public conformity was not an option. A mechanism for lowering the political and religious temperature needed to arise in this new society where power and knowledge were diffused rather than centrally concentrated. Also, the English were aided by the return to a more benign physical environment. In economic terms it led to what Fischer terms the equilibrium of the Enlightenment. The wars of Louis XIV were a hangover from the earlier more desperate age; they prolonged the crisis of that age. Nevertheless, the misery of the earlier seventeenth century had passed. The grim visions of Calvinism (and Jansenism) had lost their plausibility. So the excessive violence of the 1640s was replaced by a more tepid form of political resistance, developing into the first modern expression of populism. So, the English achieved what Plumb calls ‘political stability’ were complex (1976), but relied on two things. The first was limiting the opportunity for political activity and the second was labelling political passion as a form of irrational behaviour – as an unsatisfactory or improper way of conducting oneself in the world. Emotions became an indulgence of the ignorant, the superstitious and the fanatical. This new species of humanity was the gentleman, who behaved in a reasonable and measured way, would express a person commensurate with the Enlightenment.This view would find its classic expression over a century later in Macaulay’s History of England, where the pre-1688 English squires are now portrayed in all their semi-civilised glory, “his ignorance and uncouthness, his low tastes and gross phrases, would, in our time, be considered as indicating a nature and a breeding thoroughly plebeian” (Macaulay 244). While the Revolution of 1688 is usually portrayed as a triumph of liberty, as stated, recent scholarship (Pincus, Ertman) emphasises how the attempts by both Charles and James to build a more bureaucratic state were crucial to the development of eighteenth century England. England was not really a land of liberty that kept state growth in check, but the English state development took a different path to statehood from countries such as France, because it involved popular institutions and managed to eliminate many of the corrupt practices endemic to a patrimonial regime.The English were as interested in ‘good police’, meaning the regulation of moral behaviour, as any state on the European continent, but their method of achievement was different. In the place of bureaucratic regulation, the English followed another route, later be termed in the 1760s as ‘civilisation’ (Melleuish). So, the Whigs became the party of rationality and reasonableness, and the Whig regime was Low Church, which was latitudinarian and amenable to rationalist Christianity. Also, the addition of the virtue and value of politeness and gentlemanly behaviour became the antidote to the “rage of party’”(Knights Devil 163—4) . The Whigs were also the party of science and therefore, followed Lockean philosophy. They viewed themselves as ‘reasonable men’ in opposition to their more fanatically inclined opponents. It is noted that any oligarchy, can attempt to justify itself as an ‘aristocracy’, in the sense of representing the ‘morally’ best people. The Whig aristocracy was more cosmopolitan, because its aristocrats had often served the rulers of countries other than England. In fact, the values of the Whig elite were the first expression of the liberal cosmopolitan values which are now central to the ideology of contemporary elites. One dimension of the Whig/Tory split is that while the Whig aristocracy had a cosmopolitan outlook as more proto-globalist, the Tories remained proto-nationalists. The Whigs became simultaneously the party of liberty, Enlightenment, cosmopolitanism, commerce and civilised behaviour. This is why liberty, the desire for peace and ‘sweet commerce’ came to be identified together. The Tories, on the other hand, were the party of real property (that is to say land) so their national interest could easily be construed by their opponents as the party of obscurantism and rage. One major incident illustrates how this evolved.The Trial of the High Church Divine Henry Sacheverell In 1709, the High Church Divine Henry Sacheverell preached a fiery sermon attacking the Whig revolutionary principles of resistance, and advocated obedience and unlimited submission to authority. Afterwards, for his trouble he was impeached before the House of Lords by the Whigs for high crimes and misdemeanours (Tryal 1710). As Mark Knights (6) has put it, one of his major failings was his breaching of the “Whig culture of politeness and moderation”. The Whigs also disliked Sacheverell for his charismatic appeal to women (Nicholson). He was found guilty and his sermons ordered to be burned by the hangman. But Sacheverell became simultaneously a martyr and a political celebrity leading to a mass outpouring of printed material (Knights Devil 166—186). Riots broke out in London in the wake of the trial’s verdict. For the Whigs, this stood as proof of the ‘rage’ that lurked in the irrational world of Toryism. However, as Geoffrey Holmes has demonstrated, these riots were not aimless acts of mob violence but were directed towards specific targets, in particular the meeting houses of Dissenters. History reveals that the Sacheverell riots were the last major riots in England for almost seventy years until the Lord Gordon anti-Catholic riots of 1780. In the short term they led to an overwhelming Tory victory at the 1710 elections, but that victory was pyrrhic. With the death of Queen Anne, followed by the accession of the Hanoverians to the throne, the Whigs became the party of government. Some Tories, such as Bolingbroke, panicked, and fled to France and the Court of the Pretender. The other key factor was the Treaty of Utrecht, brokered on England’s behalf by the Tory government of Harley and Bolingbroke that brought the Civil war to an end in 1713. England now entered an era of peace; there remained no longer the need to raise funds to conduct a war. The war had forced the English state to both to consolidate and to innovate.This can be viewed as the victory of the party of ‘politeness and moderation’ and the Enlightenment and hence the effective end of the ‘rage of party’. Threats did remain by the Pretender’s (James III) attempt to retake the English throne, as happened in 1715 and 1745, when was backed by the barbaric Scots.The Whig ascendancy, the ascendancy of a minority, was to last for decades but remnants of the Tory Party remained, and England became a “one-and one-half” party regime (Ertman 222). Once in power, however, the Whigs utilised a number of mechanisms to ensure that the age of the ‘rage of party’ had come to an end and would be replaced by one of politeness and moderation. As Plumb states, they gained control of the “means of patronage” (Plumb 161—88), while maintaining the ongoing trend, from the 1680s of restricting those eligible to vote in local corporations, and the Whigs supported the “narrowing of the franchise” (Plumb 102—3). Finally, the Septennial Act of 1717 changed the time between elections from three years to seven years.This lowered the political temperature but it did not eliminate the Tories or complaints about the political, social and economic path that England had taken. Rage may have declined but there was still a lot of dissent in the newspapers, in particular in the late 1720s in the Craftsman paper controlled by Viscount Bolingbroke. The Craftsman denounced the corrupt practices of the government of Sir Robert Walpole, the ‘robinocracy’, and played to the prejudices of the landed gentry. Further, the Bolingbroke circle contained some major literary figures of the age; but not a group of violent revolutionaries (Kramnick). It was true populism, from ideals of the Enlightenment and a more benign environment.The new ideal of ‘politeness and moderation’ had conquered English political culture in an era of Whig dominance. This is exemplified in the philosophy of David Hume and his disparagement of enthusiasm and superstition, and the English elite were also not fond of emotional Methodists, and Charles Wesley’s father had been a Sacheverell supporter (Cowan 43). A moderate man is rational and measured; the hoi polloi is emotional, faintly disgusting, and prone to rage.In the End: A Reduction of Rage Nevertheless, one of the great achievements of this new ideal of civility was to tame the conflict between political parties by recognising political division as a natural part of the political process, one that did not involve ‘rage’. This was the great achievement of Edmund Burke who, arguing against Bolingbroke’s position that 1688 had restored a unified political order, and hence abolished political divisions, legitimated such party divisions as an element of a civilised political process involving gentlemen (Mansfield 3). The lower orders, lacking the capacity to live up to this ideal, were prone to accede to forces other than reason, and needed to be kept in their place. This was achieved through a draconian legal code that punished crimes against property very severely (Hoppit). If ‘progress’ as later described by Macaulay leads to a polite and cultivated elite who are capable of conquering their rage – so the lower orders need to be repressed because they are still essentially barbarians. This was echoed in Macaulay’s contemporary, John Stuart Mill (192) who promulgated Orientals similarly “lacked the virtues” of an educated Briton.In contrast, the French attempt to impose order and stability through an authoritarian state fared no better in the long run. After 1789 it was the ‘rage’ of the ‘mob’ that helped to bring down the French Monarchy. At least, that is how the new cadre of the ‘polite and moderate’ came to view things.ReferencesBolingbroke, Lord. Contributions to the Craftsman. Ed. Simon Varney. Oxford: Oxford UP, 1982.Cowan, Brian. “The Spin Doctor: Sacheverell’s Trial Speech and Political Performance in the Divided Society.” Faction Displayed: Reconsidering the Impeachment of Dr Henry Sacheverell. Ed. Mark Knights. Chichester: Wiley-Blackwell, 2012. 28-46.Ertman, Thomas. Birth of the Leviathan: Building States and Regimes in Medieval and Early Modern Europe. Cambridge: Cambridge UP, 1997.Fischer, David Hackett. The Great Wave: Price Revolutions and the Rhythm of History, New York: Oxford UP, 1996.Holmes, Geoffrey. “The Sacheverell Riots: The Crowd and the Church in Early Eighteenth-Century London.” Past and Present 72 (Aug. 1976): 55-85.Hume, David. “Of Superstition and Enthusiasm.” Essays, Moral, Political, and Literary. Indianapolis: Liberty Fund, 1985. 73-9. Hoppit, Julian. A Land of Liberty? England 1689—1727, Oxford: Oxford UP, 2000.Kemp, Geoff. “The ‘End of Censorship’ and the Politics of Toleration, from Locke to Sacheverell.” Faction Displayed: Reconsidering the Impeachment of Dr Henry Sacheverell. Ed. Mark Knights. Chichester: Wiley-Blackwell, 2012. 47-68.Knights, Mark. Representation and Misrepresentation in Later Stuart Britain. Oxford: Oxford UP, 2005.———. The Devil in Disguise: Deception, Delusion, and Fanaticism in the Early English Enlightenment. Oxford: Oxford UP, 2011.———. “Introduction: The View from 1710.” Faction Displayed: Reconsidering the Impeachment of Dr Henry Sacheverell. Ed. Mark Knights. Chichester: Wiley-Blackwell, 2012. 1-15.Kramnick, Isaac. Bolingbroke & His Circle: The Politics of Nostalgia in the Age of Walpole. Ithaca: Cornell UP, 1992.Macaulay, Thomas Babington. The History of England from the Accession of James II. London: Folio Society, 2009.Mansfield, Harvey. Statesmanship and Party Government: A Study of Burke and Bolingbroke. Chicago: U of Chicago P, 1965.Melleuish, Greg. “Civilisation, Culture and Police.” Arts 20 (1998): 7-25.Mill, John Stuart. On Liberty, Representative Government, the Subjection of Women. London: Oxford UP, 1971.Nicholson, Eirwen. “Sacheverell’s Harlot’s: Non-Resistance on Paper and in Practice.” Faction Displayed: Reconsidering the Impeachment of Dr Henry Sacheverell. Ed. Mark Knights. Chichester: Wiley-Blackwell, 2012. 69-79.Parker, Geoffrey. Global Crisis: War, Climate Change & Catastrophe in the Seventeenth Century. New Haven: Yale UP, 2013.Pincus, Steve. 1688: The First Modern Revolution. New Haven: Yale UP, 2009.Plumb, John H. The Growth of Political Stability in England 1675–1725. Harmondsworth: Penguin, 1973.The Tryal of Dr Henry Sacheverell before the House of Peers, 1st edition. London: Jacob Tonson, 1710.

During World War II, the Soviet Union’s food supply was in a state of crisis. Hitler’s army had occupied the agricultural heartlands of Ukraine and Southern Russia in 1941 and, as a result, agricultural production for the entire nation had plummeted. Soldiers in Red Army, who easily ate the best rations in the country, subsisted on a daily allowance of just under a kilogram of bread, supplemented with meat, tea, sugar and butter when and if these items were available. The hunger of the Red Army and its effect on the morale and strength of Europe’s eastern warfront were causes for concern for the Soviet government and its European and American allies. The one country with a food surplus decided to do something to help, and in 1942 the United States agreed to send thousands of pounds of meat, cheese and butter overseas to help feed the Red Army. After receiving several shipments of the all-American spiced canned meat SPAM, the Red Army’s quartermaster put in a request for a more familiar canned pork product, Russian tushonka. Pound for pound, America sent more pigs overseas than soldiers during World War II, in part because pork was in oversupply in the America of the early 1940s. Shipping meat to hungry soldiers and civilians in war torn countries was a practical way to build business for the U.S. meat industry, which had been in decline throughout the 1930s. As per a Soviet-supplied recipe, the first cans of Lend-Lease tushonka were made in the heart of the American Midwest, at meatpacking plants in Iowa and Ohio (Stettinus 6-7). Government contracts in the meat packing industry helped fuel economic recovery, and meatpackers were in a position to take special request orders like the one for tushonka that came through the lines. Unlike SPAM, which was something of a novelty item during the war, tushonka was a food with a past. The original recipe was based on a recipe for preserved meat that had been a traditional product of the Ural Mountains, preserved in jars with salt and fat rather than by pressure and heat. Thus tushonka was requested—and was mass-produced—not simply as a convenience but also as a traditional and familiar food—a taste of home cooking that soldiers could carry with them into the field. Nikita Khrushchev later claimed that the arrival of tushonka was instrumental in helping the Red Army push back against the Nazi invasion (178). Unlike SPAM and other wartime rations, tushonka did not fade away after the war. Instead, it was distributed to the Soviet civilian population, appearing in charity donations and on the shelves of state shops. Often it was the only meat product available on a regular basis. Salty, fatty, and slightly grey-toned, tushonka was an unlikely hero of the postwar-era, but during this period tushonka rose from obscurity to become an emblem of socialist modernity. Because it was shelf stable and could be made from a variety of different cuts of meat, it proved an ideal product for the socialist production lines where supplies and the pace of production were infinitely variable. Unusual in a socialist system of supply, this product shaped production and distribution lines, and even influenced the layout of meatpacking factories and the genetic stocks of the animals that were to be eaten. Tushonka’s initial ubiquity in the postwar Soviet Union had little to do with the USSR’s own hog industry. Pig populations as well as their processing facilities had been decimated in the war, and pigs that did survive the Axis invasion had been evacuated East with human populations. Instead, the early presence of tushonka in the pig-scarce postwar Soviet Union had everything to do with Harry Truman’s unexpected September 1945 decision to end all “economically useful” Lend-Lease shipments to the Soviet Union (Martel). By the end of September, canned meat was practically the only product still being shipped as part of Lend-Lease (NARA RG 59). Although the United Nations was supposed to distribute these supplies to needy civilians free of cost, travelers to the Soviet Union in 1946 spotted cans of American tushonka for sale in state shops (Skeoch 231). After American tushonka “donations” disappeared from store shelves, the Soviet Union’s meat syndicates decided to continue producing the product. Between its first appearance during the war in 1943, and the 1957 announcement by Nikita Khrushchev that Soviet policy would restructure all state animal farms to support the mass production of one or several processed meat products, tushonka helped to drive the evolution of the Soviet Union’s meat packing industry. Its popularity with both planners and the public gave it the power to reach into food commodity chains. It is this backward reach and the longer-term impacts of these policies that make tushonka an unusual byproduct of the Cold War era. State planners loved tushonka: it was cheap to make, the logistics of preparing it were not complicated, it was easy to transport, and most importantly, it served as tangible evidence that the state was accomplishing a long-standing goal to get more meat to its citizenry and improving the diet of the average Soviet worker. Tushonka became a highly visible product in the Soviet Union’s much vaunted push to establish a modern food regime intended to rival that of the United States. Because it was shelf-stable, wartime tushonka had served as a practical food for soldiers, but after the war tushonka became an ideal food for workers who had neither the time nor the space to prepare a home-cooked meal with fresh meat. The Soviet state started to produce its own tushonka because it was such an excellent fit for the needs and abilities of the Soviet state—consumer demand was rarely considered by planners in this era. Not only did tushonka fit the look and taste of a modern processed meat product (that is, it was standard in texture and flavor from can to can, and was an obviously industrially processed product), it was also an excellent way to make the most of the predominant kind of meat the Soviet Union had the in the 1950s: small scraps low-grade pork and beef, trimmings leftover from butchering practices that focused on harvesting as much animal fat, rather than muscle, from the carcass in question. Just like tushonka, pork sausages and frozen pelmeny, a meat-filled pasta dumpling, also became winning postwar foods thanks to a happy synergy of increased animal production, better butchering and new food processing machines. As postwar pigs recovered their populations, the Soviet processed meat industry followed suit. One official source listed twenty-six different kinds of meat products being issued in 1964, although not all of these were pork (Danilov). An instructional manual distributed by the meat and milk syndicate demonstrated how meat shops should wrap and display sausages, and listed 24 different kinds of sausages that all needed a special style of tying up. Because of packaging shortages, the string that bound the sausage was wrapped in a different way for every type of sausage, and shop assistants were expected to be able to identify sausages based on the pattern of their binding. Pelmeny were produced at every meat factory that processed pork. These were “made from start to finish in a special, automated machine, human hands do not touch them. Which makes them a higher quality and better (prevoskhodnogo) product” (Book of Healthy and Delicious Food). These were foods that became possible to produce economically because of a co-occurring increase in pigs, the new standardized practice of equipping meatpacking plants with large-capacity grinders, and freezers or coolers and the enforcement of a system of grading meat. As the state began to rebuild Soviet agriculture from its near-collapse during the war, the Soviet Union looked to the United States for inspiration. Surprisingly, Soviet planners found some of the United States’ more outdated techniques to be quite valuable for new Soviet hog operations. The most striking of these was the adoption of competing phenotypes in the Soviet hog industry. Most major swine varieties had been developed and described in the 19th century in Germany and Great Britain. Breeds had a tendency to split into two phenotypically distinct groups, and in early 20th Century American pig farms, there was strong disagreement as to which style of pig was better suited to industrial conditions of production. Some pigs were “hot-blooded” (in other words, fast maturing and prolific reproducers) while others were a slower “big type” pig (a self-explanatory descriptor). Breeds rarely excelled at both traits and it was a matter of opinion whether speed or size was the most desirable trait to augment. The over-emphasis of either set of qualities damaged survival rates. At their largest, big type pigs resembled small hippopotamuses, and sows were so corpulent they unwittingly crushed their tiny piglets. But the sleeker hot-blooded pigs had a similarly lethal relationship with their young. Sows often produced litters of upwards of a dozen piglets and the stress of tending such a large brood led overwhelmed sows to devour their own offspring (Long). American pig breeders had been forced to navigate between these two undesirable extremes, but by the 1930s, big type pigs were fading in popularity mainly because butter and newly developed plant oils were replacing lard as the cooking fat of preference in American kitchens. The remarkable propensity of the big type to pack on pounds of extra fat was more of a liability than a benefit in this period, as the price that lard and salt pork plummeted in this decade. By the time U.S. meat packers were shipping cans of tushonka to their Soviet allies across the seas, US hog operations had already developed a strong preference for hot-blooded breeds and research had shifted to building and maintaining lean muscle on these swiftly maturing animals. When Soviet industrial planners hoping to learn how to make more tushonka entered the scene however, their interpretation of american efficiency was hardly predictable: scientifically nourished big type pigs may have been advantageous to the United States at midcentury, but the Soviet Union’s farms and hungry citizens had a very different list of needs and wants. At midcentury, Soviet pigs were still handicapped by old-fashioned variables such as cold weather, long winters, poor farm organisation and impoverished feed regimens. The look of the average Soviet hog operation was hardly industrial. In 1955 the typical Soviet pig was petite, shaggy, and slow to reproduce. In the absence of robust dairy or vegetable oil industries, Soviet pigs had always been valued for their fat rather than their meat, and tushonka had been a byproduct of an industry focused mainly on supplying the country with fat and lard. Until the mid 1950s, the most valuable pig on many Soviet state and collective farms was the nondescript but very rotund “lard and bacon” pig, an inefficient eater that could take upwards of two years to reach full maturity. In searching for a way to serve up more tushonka, Soviet planners became aware that their entire industry needed to be revamped. When the Soviet Union looked to the United States, planners were inspired by the earlier competition between hot-blooded and big type pigs, which Soviet planners thought, ambitiously, they could combine into one splendid pig. The Soviet Union imported new pigs from Poland, Lithuania, East Germany and Denmark, trying valiantly to create hybrid pigs that would exhibit both hot blood and big type. Soviet planners were especially interested in inspiring the Poland-China, an especially rotund specimen, to speed up its life cycle during them mid 1950s. Hybrdizing and cross breeding a Soviet super-pig, no matter how closely laid out on paper, was probably always a socialist pipe dream. However, when the Soviets decided to try to outbreed American hog breeders, they created an infrastructure for pigs and pig breeding that had a dramatic positive impact of hog populations across the country, and the 1950s were marked by a large increase in the number of pigs in the Soviet union, as well as dramatic increases in the numbers of purebred and scientific hybrids the country developed, all in the name of tushonka. It was not just the genetic stock that received a makeover in the postwar drive to can more tushonka; a revolution in the barnyard also took place and in less than 10 years, pigs were living in new housing stock and eating new feed sources. The most obvious postwar change was in farm layout and the use of building space. In the early 1950s, many collective farms had been consolidated. In 1940 there were a quarter of a million kolkhozii, by 1951 fewer than half that many remained (NARA RG166). Farm consolidation movements most often combined two, three or four collective farms into one economic unit, thus scaling up the average size and productivity of each collective farm and simplifying their administration. While there were originally ambitious plans to re-center farms around new “agro-city” bases with new, modern farm buildings, these projects were ultimately abandoned. Instead, existing buildings were repurposed and the several clusters of farm buildings that had once been the heart of separate villages acquired different uses. For animals this meant new barns and new daily routines. Barns were redesigned and compartmentalized around ideas of gender and age segregation—weaned baby pigs in one area, farrowing sows in another—as well as maximising growth and health. Pigs spent less outside time and more time at the trough. Pigs that were wanted for different purposes (breeding, meat and lard) were kept in different areas, isolated from each other to minimize the spread of disease as well as improve the efficiency of production. Much like postwar housing for humans, the new and improved pig barn was a crowded and often chaotic place where the electricity, heat and water functioned only sporadically. New barns were supposed to be mechanised. In some places, mechanisation had helped speed things along, but as one American official viewing a new mechanised pig farm in 1955 noted, “it did not appear to be a highly efficient organisation. The mechanised or automated operations, such as the preparation of hog feed, were eclipsed by the amount of hand labor which both preceded and followed the mechanised portion” (NARA RG166 1961). The American official estimated that by mechanizing, Soviet farms had actually increased the amount of human labor needed for farming operations. The other major environmental change took place away from the barnyard, in new crops the Soviet Union began to grow for fodder. The heart and soul of this project was establishing field corn as a major new fodder crop. Originally intended as a feed for cows that would replace hay, corn quickly became the feed of choice for raising pigs. After a visit by a United States delegation to Iowa and other U.S. farms over the summer of 1955, corn became the centerpiece of Khrushchev’s efforts to raise meat and milk productivity. These efforts were what earned Khrushchev his nickname of kukuruznik, or “corn fanatic.” Since so little of the Soviet Union looks or feels much like the plains and hills of Iowa, adopting corn might seem quixotic, but raising corn was a potentially practical move for a cold country. Unlike the other major fodder crops of turnips and potatoes, corn could be harvested early, while still green but already possessing a high level of protein. Corn provided a “gap month” of green feed during July and August, when grazing animals had eaten the first spring green growth but these same plants had not recovered their biomass. What corn remained in the fields in late summer was harvested and made into silage, and corn made the best silage that had been historically available in the Soviet Union. The high protein content of even silage made from green mass and unripe corn ears prevented them from losing weight in the winter. Thus the desire to put more meat on Soviet tables—a desire first prompted by American food donations of surplus pork from Iowa farmers adapting to agro-industrial reordering in their own country—pushed back into the commodity supply network of the Soviet Union. World War II rations that were well adapted to the uncertainty and poor infrastructure not just of war but also of peacetime were a source of inspiration for Soviet planners striving to improve the diets of citizens. To do this, they purchased and bred more and better animals, inventing breeds and paying attention, for the first time, to the efficiency and speed with which these animals were ready to become meat. Reinventing Soviet pigs pushed even back farther, and inspired agricultural economists and state planners to embrace new farm organizational structures. Pigs meant for the tushonka can spent more time inside eating, and led their lives in a rigid compartmentalization that mimicked emerging trends in human urban society. Beyond the barnyard, a new concern with feed-to weight conversions led agriculturalists to seek new crops; crops like corn that were costly to grow but were a perfect food for a pig destined for a tushonka tin. Thus in Soviet industrialization, pigs evolved. No longer simply recyclers of human waste, socialist pigs were consumers in their own right, their newly crafted genetic compositions demanded ever more technical feed sources in order to maximize their own productivity. Food is transformative, and in this case study the prosaic substance of canned meat proved to be unusually transformative for the history of the Soviet Union. In its early history it kept soldiers alive long enough to win an important war, later the requirements for its manufacture re-prioritized muscle tissue over fat tissue in the disassembly of carcasses. This transformative influence reached backwards into the supply lines and farms of the Soviet Union, revolutionizing the scale and goals of farming and meat packing for the Soviet food industry, as well as the relationship between the pig and the consumer. References Bentley, Amy. Eating for Victory: Food Rationing and the Politics of Domesticity. Where: University of Illinois Press, 1998. The Book of Healthy and Delicious Food, Kniga O Vkusnoi I Zdorovoi Pishche. Moscow: AMN Izd., 1952. 161. Danilov, M. M. Tovaravedenie Prodovol’stvennykh Tovarov: Miaso I Miasnye Tovarye. Moscow: Iz. Ekonomika, 1964. Khrushchev, Nikita. Khrushchev Remembers. New York: Little, Brown & Company, 1970. 178. Long, James. The Book of the Pig. London: Upcott Gill, 1886. 102. Lush, Jay & A.L. Anderson, “A Genetic History of Poland-China Swine: I—Early Breed History: The ‘Hot Blood’ versus the ‘Big Type’” Journal of Heredity 30.4 (1939): 149-56. Martel, Leon. Lend-Lease, Loans, and the Coming of the Cold War: A Study of the Implementation of Foreign Policy. Boulder: Westview Press, 1979. 35. National Archive and Records Administration (NARA). RG 59, General Records of the Department of State. Office of Soviet Union affairs, Box 6. “Records relating to Lend Lease with the USSR 1941-1952”. National Archive and Records Administration (NARA). RG166, Records of the Foreign Agricultural Service. Narrative reports 1940-1954. USSR Cotton-USSR Foreign trade. Box 64, Folder “farm management”. Report written by David V Kelly, 6 Apr. 1951. National Archive and Records Administration (NARA). RG 166, Records of the Foreign Agricultural Service. Narrative Reports 1955-1961. Folder: “Agriculture” “Visits to Soviet agricultural installations,” 15 Nov. 1961. Skeoch, L.A. Food Prices and Ration Scale in the Ukraine, 1946 The Review of Economics and Statistics 35.3 (Aug. 1953), 229-35. State Archive of the Russian Federation (GARF). Fond R-7021. The Report of Extraordinary Special State Commission on Wartime Losses Resulting from the German-Fascist Occupation cites the following losses in the German takeover. 1948. Stettinus, Edward R. Jr. Lend-Lease: Weapon for Victory. Penguin Books, 1944.

Introduction: Artist Villages in Beijing Many of the most renowned sites of Beijing are found in the inner-city districts of Dongcheng and Xicheng: for instance, the Forbidden City, Tiananmen Square, the Lama Temple, the National Theatre, the Central Opera Academy, the Bell Tower, the Drum Tower, the Imperial College, and the Confucius Temple. However, in the past decade a new attraction has been added to the visitor “must-see” list in Beijing. The 798 Art District originated as an artist village within abandoned factory buildings at Dashanzi, right between the city’s Central Business District and the open outer rural space on Beijing’s north-east. It is arguably the most striking symbol of China’s contemporary art scene. The history of the 798 Art District is by now well known (Keane), so this paper will provide a short summary of its evolution. Of more concern is the relationship between the urban fringe and what Howard Becker has called “art worlds.” By art worlds, Becker refers to the multitude of agents that contribute to a final work of art: for instance, people who provide canvasses, frames, and art supplies; critics and intermediaries; and the people who run exhibition services. To the art-world list in Beijing we need to add government officials and developers. To date there are more than 100 artist communities or villages in Beijing; almost all are located in the city’s outskirts. In particular, a high-powered art centre outside the city of Beijing has recently established a global reputation. Songzhuang is situated in outer Tongzhou District, some 30 kilometres east of Tiananmen Square. The Beijing Municipal Government officially classifies Songzhuang as the Capital Art District (CAD) or “the Songzhuang Original Art Cluster.” The important difference between 798 and Songzhuang is that, whereas the former has become a centre for retail and art galleries, Songzhuang operates as an arts production centre for experimental art, with less focus on commercial art. The destiny of the artistic communities is closely related to urban planning policies that either try to shut them down or protect them. In this paper I will take a close look at three artist villages: Yuanmingyuan, 798, and Songzhuang. In tracing the evolution of the three artist villages, I will shed some light on artists’ lives in city fringes. I argue that these outer districts provide creative industries with a new opportunity for development. This is counter to the conventional wisdom that central urban areas are the ideal locality for creative industries. Accordingly, this argument needs to be qualified: some types of creative work are more suitable to rural and undeveloped areas. The visual art “industry” is one of these. Inner and Outer Worlds Urban historians contend that innovation is more likely to happen in inner urban areas because of intensive interactions between people (Jacobs). City life has been associated with the development of creative industries and economic benefits brought about by the interaction of creative classes. In short, the argument is that cities, or, more specifically, urban areas are primary economic entities (Montgomery) whereas outer suburbs are uncreative and dull (Florida, "Cities"). The conventional wisdom is that talented creative people are attracted to the creative milieu in cities: universities, book shops, cafes, museums, theatres etc. These are both the hard and the soft infrastructure of modern cities. They illustrate diversified built forms, lifestyles and experiences (Lorenzen and Frederiksen; Florida, Rise; Landry; Montgomery; Leadbeater and Oakley). The assumption that inner-city density is the cradle of creative industries has encountered critique. Empirical studies in Australia have shown that creative occupations are found in relatively high densities in urban fringes. The point made in several studies is that suburbia has been neglected by scholars and policy makers and may have potential for future development (Gibson and Brennan-Horley; Commission; Collis, Felton, and Graham). Moreover, some have argued that the practice of constructing inner city enclaves may be leading to homogenized and prescriptive geographies (Collis, Felton, and Graham; Kotkin). As Jane Jacobs has indicated, it is not only density of interactions but diversity that attracts and accommodates economic growth in cities. However, the spatiality of creative industries varies across different sectors. For example, media companies and advertising agencies are more likely to be found in the inner city, whereas most visual artists prefer working in the comparatively quiet and loosely-structured outskirts. Nevertheless, the logic embodied in thinking around the distinctions between “urbanism” and “suburbanism” pays little attention to this issue, although both schools acknowledge the causal relationship between locality and creativity. According to Drake, empirical evidence shows that the function of locality is not only about encouraging interactions between SMEs (small to medium enterprises) within clusters which can generate creativity, but also a catalyst for individual creativity (Drake). Therefore for policy makers in China, the question here is how to plan or prepare a better space to accommodate creative professionals’ needs in different sectors while making the master plan. This question is particularly urgent to the Chinese government, which is undertaking a massive urbanization transition throughout the country. In placing a lens on Beijing, it is important to note the distinctive features of its politics, forms of social structure, and climate. As Zhu has described it, Beijing has spread in a symmetrical structure. The reasons have much to do with ancient history. According to Zhu, the city which was planned in the era of Genghis Khan was constituted by four layers or enclosures, with the emperor at the centre, surrounded by the gentry and other populations distributed outwards according to wealth, status, and occupation. The outer layer accommodated many lower social classes, including itinerant artists, musicians, and merchants. This ”outer city” combined with open rural space. The system of enclosures is carried on in today’s city planning of Beijing. Nowadays Beijing is most commonly described by its ring roads (Mars and Hornsby). However, despite the existing structure, new approaches to urban policy have resulted in a great deal of flux. The emergence of new landscapes such as semi-urbanized villages, rural urban syndicates (chengxiang jiehebu), and villages-within-cities (Mars and Hornsby 290) illustrate this flux. These new types of landscapes, which don’t correspond to the suburban concept that we find in the US or Australia, serve to represent and mediate the urban-rural relationship in China. The outer villages also reflect an old tradition of “recluse” (yin shi), which since the Wei and Jin Dynasties allowed intellectuals to withdraw themselves from the temporal world of the city and live freely in the mountains. The Lost Artistic Utopia: Yuanmingyuan Artist Village Yuanmingyuan, also known as the Ming Dynasty summer palace, is located in Haidian District in the north-west of Beijing. Haidian has transformed from an outer district of Beijing into one of its flourishing urban districts since the mid-1980s. Haidian’s success is largely due to the electronics industry which developed from spin-offs from Peking University, Tsinghua University and the Chinese Academy of Sciences in the 1980s. This led to the rapid emergence of Zhongguancun, sometimes referred to as China’s Silicon Valley. However there is another side of Haidian’s transformation. As the first graduates came out of Chinese Academies of the Arts following the Cultural Revolution (1966–1976), creative lifestyles became available. Some people quit jobs at state-owned institutions and chose to go freelance, which was unimaginable in China under the former regime of Mao Zedong. By 1990, the earliest “artist village” emerged around the Yuanmingyuan accommodating artists from around China. The first site was Fuyuanmen village. Artists living and working there proudly called their village “West Village” in China, comparing it to the Greenwich Village in New York. At that time they were labelled as “vagabonds” (mangliu) since they had no family in Beijing, and no stable job or income. Despite financial difficulties, the Yuanmingyuan artist village was a haven for artists. They were able to enjoy a liberating and vigorous environment by being close to the top universities in Beijing[1]. Access to ideas was limited in China at that time so this proximity was a key ingredient. According to an interview by He Lu, the Yuanmingyuan artist village gave artists a sense of belonging which went far beyond geographic identification as a marginal group unwelcomed by conservative urban society. Many issues arose along with the growth of the artist village. The non-traditional lifestyle and look of these artists were deemed abnormal by many of the general public; the way of their expression and behaviour was too extreme to be accepted by the mainstream in what was ultimately a political district; they were a headache for local police who saw them as troublemakers; moreover, their contact with the western world was a sensitive issue for the government at that time. Suddenly, the village was closed by the government in 1993. Although the Yuanmingyuan artist village existed for only a few years, it is of significance in China’s contemporary art history. It is the birth place of the cynical realism movement as well as the genesis of Fang Lijun, Zhang Xiaogang and Yue Mingjun, now among the most successful Chinese contemporary artists in global art market. The Starting Point of Art Industry: 798 and Songzhuang After the Yuanmingyuan artist village was shut down in 1993, artists moved to two locations in the east of Beijing to escape from the government and embrace the free space they longed for. One was 798, an abandoned electronic switching factory in Beijing’s north-east urban fringe area; the other was Songzhuang in Tongzhou District, a further twenty kilometres east. Both of these sites would be included in the first ten official creative clusters by Beijing municipal government in 2006. But instead of simply being substitutes for the Yuanmingyuan artist village, both have developed their own cultures, functioning and influencing artists’ lives in different ways. Songzhuang is located in Tongzhou which is an outer district in Beijing’s east. Songzhuang was initially a rural location; its livelihood was agriculture and industry. Just before the closing down of the Yuanmingyuan village, several artists including Fang Lijun moved to this remote quiet village. Through word of mouth, more artists followed their steps. There are about four thousand registered artists currently living in Songzhuang now; it is already the biggest visual art community in Beijing. An artistic milieu and a local sense of place have grown with the increasing number of artists. The local district government invests in building impressive exhibition spaces and promoting art in order to bring in more tourists, investors and artists. Compared with Songzhuang, 798 enjoys a favourable location along the airport expressway, between the capital airport and the CBD of Beijing. The unused electronics plant was initially rented as classrooms by the China Central Academy of Fine Arts in the 1990s. Then several artists moved their studios and workshops to the area upon eviction from the Yuanmingyuan village. Until 2002 the site was just a space to rent cheap work space, a factor that has stimulated many art districts globally (Zukin). From that time the resident artists began to plan how to establish a contemporary art district in China. Led by Huang Rui, a leading visual artist, the “798 collective” launched arts events and festivals, notably a “rebuilding 798” project of 2003. More galleries, cafés, bars, and restaurants began to set up, culminating in a management takeover by the Chaoyang District government with the Seven Stars Group[2] prior to the Beijing Olympics. The area now provides massive tax revenue to the local and national government. Nonetheless, both 798 and Songzhuang face problems which reflect the conflict between artists’ attachment to fringe areas and the government’s urbanization approach. 798 can hardly be called an artist production village now due to the local government’s determination to exploit cultural tourism. Over 50 percent of enterprises and people working in 798 now identify 798 as a tourism area rather than an art or “creative” cluster (Liu). Heavy commercialization has greatly disappointed many leading artists. The price for renting space has gone beyond the affordability of artists, and many have chosen to leave. In Songzhuang, the story is similar. In addition to rising prices, a legal dispute between artists and local residents regarding land property rights in 2008 drove some artists out of Songzhuang because they didn’t feel it was stable anymore (Smith). The district’s future as a centre of original art runs up against the aspirations of local officials for more tax revenue and tourist dollars. In the Songzhuang Cultural Creative Industries Cluster Design Plan (cited in Yang), which was developed by J.A.O Design International Architects and Planners Limited and sponsored by the Songzhuang local government in 2007, Songzhuang is designed as an “arts capital incorporated with culture, commerce and tourism.” The down side of this aspiration is that more museums, galleries, shopping centres, hotels, and recreation infrastructure will inevitably be developed in order to capitalise on Songzhuang’s global reputation. Concluding Reflections In reflecting on the recent history of artist villages in Beijing, we might conclude that rural locations are not only a cheap place for artists to live but also a space to showcase their works. More importantly, the relation of artists and outlying district has evolved into a symbiotic relationship. They interact and grow together. The existence of artists transforms the locale and the locale in turn reinforces the identity of artists. In Yuanmingyuan the artists appreciated the old “recluse” tradition and therefore sought spiritual liberation after decades of suppression. The outlying location symbolized freedom to them and provided distance from the world of noisy interaction. But isolation of artists from the local community and the associated constant conflict with local villagers deepened estrangement; these events brought about the end of the dream. In contrast, at 798 and Songzhuang, artists not only regarded the place as their worksite but also engaged with the local community. They communicated with local people and co-developed projects to transform the local landscape. Local communities changed; they started to learn about the artistic world while gaining economic benefits in many ways, such as house renting, running small grocery stores, providing art supplies and even modelling. Their participation into the “art worlds” (Becker) contributed to a changing cultural environment, in turn strengthening the brand of these artist villages. In many regards there were positive externalities for both artists and the district, although as I mentioned in relation to Songzhuang, tensions about land use have never completely been resolved. Today, the fine arts in China have gone far beyond the traditional modes of classics, aesthetics, liberation or rebellion. Art is also a business which requires the access to the material world in order to produce incomes and make profits. It appears that many contemporary artists are not part of a movement of rebellion (except several artists, such as Ai Weiwei), adopting the pure spirit of art as their life-time mission, as in the Yuanmingyuan artist village. They still long for recognition, but they are also concerned with success and producing a livelihood. The boundary between inner urban and outer urban areas is not as significant to them as it once was for artists from a former period. While many artists enjoy the quiet and space of the fringe and rural areas to work; they also require urban space to exhibit their works and earn money. This factor explains the recent emergence of Caochangdi and other artist villages in the neighbouring area around the 798. These latest artist villages in the urban fringe still have open and peaceful spaces and can be accessed easily due to convenient transportation. Unfortunately, the coalition of business and government leads to rapid commercialization of place which is not aligned with the basic need of artists, which is not only a free or affordable place but also a space for creativity. As mentioned above, 798 is now so commercialized that it is too crowded and expensive for artists due to the government’s overdevelopment; whereas the government’s original intention was to facilitate the development of 798. Furthermore, although artists are a key stakeholder in the government’s agenda for visual art industry, it is always the government’s call when artists’ attachment to rural space comes into conflict with Beijing government’s urbanization plan. Hence the government decides which artist villages should be sacrificed to give way to urban development and which direction the reserved artist villages or art clusters should be developed. The logic of government policy causes an absolute distinction between cities and outlying districts. And the government’s enthusiasm for “urbanization” leads to urbanized artist villages, such as the 798. A vicious circle is formed: the government continuously attempts to have selected artist villages commercialized and transformed into urbanized or quasi-urbanized area and closes other artist villages. One of the outcomes of this policy is that in the government created creative clusters, many artists do not stay, and move away into rural and outlying areas because they prefer to work in non-urban spaces. To resolve this dilemma, greater attention is required to understand artists needs and ways to combine urban convenience and rural tranquillity into their development plans. This may be a bridge too far, however. Reference Becker, Howard Saul. Art Worlds. 25th anniversary, updated and expanded ed. Berkeley, CA: U of California P, 2008. Collis, Christy, Emma Felton, and Phil Graham. "Beyond the Inner City: Real and Imagined Places in Creative Place Policy and Practice." The Information Society: An International Journal 26.2 (2010): 104–12. Commission, Outer London. The Mayor's Outer London Commission: Report. London: Great London Authority, 2010. Drake, Graham. "'This Place Gives Me Space': Place and Creativity in the Creative Industries." Geoforum 34.4 (2003): 511–24. Florida, Richard. "Cities and the Creative Class." The Urban Sociology Reader. Eds. Jan Lin and Christopher Mele. London: Routledge, 2005. 290–301. ———. The Rise of the Creative Class. New York: Basic Books, 2002. Gibson, Chris, and Chris Brennan-Horley. "Goodbye Pram City: Beyond Inner/Outer Zone Binaries in Creative City Research." Urban Policy and Research 24.4 (2006): 455–71. Jacobs, Jane. The Economy of Cities. New York: Random House, 1969. Keane, Michael. "The Capital Complex: Beijing's New Creative Clusters." Creative Economies, Creative Cities: Asian-European Perspectives. Ed. Lily Kong and Justin O'Connor. London: Springer, 2009. 77–95. Kotkin, Joel. "The Protean Future of American Cities." New Geographer 7 Mar. 2011. 27 Mar. 2011 ‹http://blogs.forbes.com/joelkotkin/2011/03/07/the-protean-future-of-american-cities/›. Landry, Charles. The Creative City: A Toolkit for Urban Innovators. London: Earthscan Publications, 2000. Leadbeater, Charles, and Kate Oakley. The Independents: Britain's New Cultural Entrepreneurs. London: Demos, 1999. Liu, Mingliang. "Beijing 798 Art Zone: Field Study and Follow-Up Study in the Context of Market." Chinese National Academy of Arts, 2010. Lorenzen, Mark, and Lars Frederiksen. "Why Do Cultural Industries Cluster? Localization, Urbanization, Products and Projects." Creative Cities, Cultural Clusters and Local Economic Development. Ed. Philip Cooke and Luciana Lazzeretti. Cheltenham, UK: Edward Elgar, 2008. 155-79. Mars, Neville, and Adrian Hornsby. The Chinese Dream: A Society under Construction. Rotterdam: 010 Publishers, 2008. Montgomery, John. The New Wealth of Cities: City Dynamics and the Fifth Wave. Aldershot: Ashgate, 2007. Smith, Karen. "Heart of the Art." Beijing: Portrait of a City. Ed. Alexandra Pearson and Lucy Cavender. Hong Kong: The Middle Kingdom Bookworm, 2008. 106–19. Yang, Wei, ed. Songzhuang Arts 2006. Beijing: Hunan Fine Arts Press, 2007. Zhu, Jianfei. Chinese Spatial Strategies Imperial Beijing, 1420-1911. Routledge Curzon, 2004. Zukin, Sharon. The Cultures of Cities. Cambridge, MA: Blackwell, 1995. [1] Most prestigious Chinese universities are located in the Haidian District of Beijing, such as Peking University, Tsinghua University, etc. [2] Seven Star Group is the landholder of the area where 798 is based.

Introduction In November 2020, upon learning that the company’s Covid-19 vaccine trial had been successful, the head of Pfizer’s Vaccine Research and Development, Kathrin Jansen, celebrated with champagne – “some really good stuff” (Cohen). Bubbles seem to go naturally with celebration, and champagne is fundamentally associated with bubbles. Yet, until the late-seventeenth century, champagne was a still wine, and it only reached the familiar levels of bubbliness in the late-nineteenth century (Harding). During this period and on into the early twentieth century, “champagne” was in many ways created, defined, and defended. A “champagne bubble” was created, within which the “nature” of champagne was contested and constructed. Champagne today is the result of hundreds of years of labour by many sorts of bubble-makers: those who make the bubbly drink, and those who construct, maintain, and defend the champagne bubble. In this article, I explore some elements of the champagne bubble, in order to understand both its fragility and rigidity over the years and today. Creating the Champagne Bubble – the Labour of Centuries It is difficult to separate the physical from the mythical as regards champagne. Therefore the categorisations below are always overlapping, and embedded in legal, political, economic, and socio-cultural factors. Just as assemblage – the mixing of wine from different grapes – is an essential element of champagne wine, the champagne bubble may be called heterogeneous assemblage. Indeed, the champagne bubble, as we will see below, is a myriad of different sorts of bubbles, such as terroir, appellation, myth and brand. And just as any assemblage, its heterogeneous elements exist and operate in relation to each other. Therefore the “champagne bubble” discussed here is both one and many, all of its elements fundamentally interconnected, constituting that “one” known as “champagne”. It is not my intention to be comprehensive of all the elements, historical and contemporary. Indeed, that would not be possible within such a short article. Instead, I seek to demonstrate some of the complexity of the champagne bubble, noting the elaborate labour that has gone into its creation. The Physical Champagne and Champagne – from Soil to Bubbles Champagne means both a legally protected geographical area (Champagne), and the wine (here: champagne) produced in this area from grapes defined as acceptable: most importantly pinot noir, pinot meunier (“black” grapes), and chardonnay (“white” grape). The method of production, too, is regulated and legally protected: méthode champenoise. Although the same method is used in numerous locations, these must be called something different: metodo classico (Italy), método tradicional (Spain), Methode Cap Classique (South Africa). The geographical area of Champagne was first legally defined in 1908, when it only included the areas of Marne and Aisne, leaving out, most importantly, the area of Aube. This decision led to severe unrest and riots, as the Aube vignerons revolted in 1911, forcing the inclusion of “zone 2”: Aube, Haute-Marne, and Seine-et-Marne (Guy). Behind these regulations was a surge in fraudulent production in the early twentieth century, as well as falling wine prices resulting from increasing supply of cheap wines (Colman 18). These first appellations d’origine had many consequences – they proved financially beneficial for the “zone 1”, but less so for the “zone 2”. When both these areas were brought under the same appellation in 1927, the financial benefits were more limited – but this may have been due to the Great Depression triggered in 1929 (Haeck et al.). It is a long-standing belief that the soil and climate of Champagne are key contributors to the quality of champagne wines, said to be due to “conditions … most suitable for making this type of wine” (Simon 11). Already in the end of the nineteenth century, the editor of Vigneron champenois attributed champagne’s quality to “a fortunate combination of … chalky soil … [and] unrivalled exposure [to the sun]” (Guy 119) among other things. Factors such as soil and climate, commonly included in and expressed through the idea of terroir, undoubtedly influence grapes and wines made thereof, but the extent remains unproven. Indeed, terroir itself is a very contested concept (Teil; Inglis and Almila). It is also the case that climate change has had, and will continue to have, devastating effects on wine production in many areas, while benefiting others. The highly successful English sparkling wine production, drawing upon know-how from the Champagne area, has been enabled by the warming climate (Inglis), while Champagne itself is at risk of becoming too hot (Robinson). Champagne is made through a process more complicated than most wines. I present here the bare bones of it, to illustrate the many challenges that had to be overcome to enable its production in the scale we see today. Freshly picked grapes are first pressed and the juice is fermented. Grape juice contains natural yeasts and therefore will ferment spontaneously, but fermentation can also be started with artificial yeasts. In fermentation, alcohol and carbon dioxide (CO2) are formed, but the latter usually escapes the liquid. The secret of champagne is its second fermentation, which happens in bottles, after wines from different grapes and/or vineyards have been blended for desired characteristics (assemblage). For the second fermentation, yeast and sugar are added. As the fermentation happens inside a bottle, the CO2 that is created does not escape, but dissolves into the wine. The average pressure inside a champagne bottle in serving temperature is around 5 bar – 5 times the pressure outside the bottle (Liger-Belair et al.). The obvious challenge this method poses has to do with managing the pressure. Exploding bottles used to be a common problem, and the manner of sealing bottles was not very developed, either. Seventeenth-century developments in bottle-making, and using corks to seal bottles, enabled sparkling wines to be produced in the first place (Leszczyńska; Phillips 137). Still today, champagne comes in heavy-bottomed bottles, sealed with characteristically shaped cork, which is secured with a wire cage known as muselet. Scientific innovations, such as calculating the ideal amount of sugar for the second fermentation in 1836, also helped to control the amount of gas formed during the second fermentation, thus making the behaviour of the wine more predictable (Leszczyńska 265). Champagne is characteristically a “manufactured” wine, as it involves several steps of interference, from assemblage to dosage – sugar added for flavour to most champagnes after the second fermentation (although there are also zero dosage champagnes). This lends champagne particularly suitable for branding, as it is possible to make the wine taste the same year after year, harvest after harvest, and thus create a distinctive and recognisable house style. It is also possible to make champagnes for different tastes. During the nineteenth century, champagnes of different dosage were made for different markets – the driest for the British, the sweetest for the Russians (Harding). Bubbles are probably the most striking characteristic of champagne, and they are enabled by the complicated factors described above. But they are also formed when the champagne is poured in a glass. Natural impurities on the surface of the glass provide channels through which the gas pockets trapped in the wine can release themselves, forming strains of rising bubbles (Liger-Belair et al.). Champagne glasses have for centuries differed from other wine glasses, often for aesthetic reasons (Harding). The bubbles seem to do more than give people aesthetic pleasure and sensory experiences. It is often claimed that champagne makes you drunk faster than other drinks would, and there is, indeed, some (limited) research showing that this may well be the case (Roberts and Robinson; Ridout et al.). The Mythical Champagne – from Dom Pérignon to Modern Wonders Just as the bubbles in a champagne glass are influenced by numerous forces, so the metaphorical champagne bubble is subject to complex influences. Myth-creation is one of the most significant of these. The origin of champagne as sparkling wine is embedded in the myth of Dom Pérignon of Hautvillers monastery (1638–1715), who according to the legend would have accidentally developed the bubbles, and then enthusiastically exclaimed “I am drinking the stars!” (Phillips 138). In reality, bubbles are a natural phenomenon provoked by winter temperatures deactivating the fermenting yeasts, and spring again reactivating them. The myth of Dom Pérignon was first established in the nineteenth century and quickly embraced by the champagne industry. In 1937, Moët et Chandon launched a premium champagne called Dom Pérignon, which enjoys high reputation until this day (Phillips). The champagne industry has been active in managing associations connected with champagne since the nineteenth century. Sparkling champagnes had already enjoyed fashionability in the later seventeenth and early eighteenth century, both in the French Court, and amongst the British higher classes. In the second half of the nineteenth century, champagne found ever increasing markets abroad, and the clientele was not aristocratic anymore. Before the 1860s, champagne’s association was with high status celebration, as well as sexual activity and seduction (Harding; Rokka). As the century went on, and champagne sales radically increased, associations with “modernity” were added: “hot-air balloons, towering steamships, transcontinental trains, cars, sports, and other ‘modern’ wonders were often featured in quickly proliferating champagne advertising” (Rokka 280). During this time, champagne grew both drier and more sparkling, following consumer tastes (Harding). Champagne’s most important markets in later nineteenth century included the UK, where the growing middle classes consumed champagne for both celebration and hospitality (Harding), the US, where (upper) middle-class women were served champagne in new kinds of consumer environments (Smith; Remus), and Russia, where the upper classes enjoyed sweeter champagne – until the Revolution (Phillips 296). The champagne industry quickly embraced the new middle classes in possession of increasing wealth, as well as new methods of advertising and marketing. What is remarkable is that they managed to integrate enormously varied cultural thematics and still retain associations with aristocracy and luxury, while producing and selling wine in industrial scale (Harding; Rokka). This is still true today: champagne retains a reputation of prestige, despite large-scale branding, production, and marketing. Maintaining and Defending the Bubble: Formulas, Rappers, and the Absolutely Fabulous Tipplers The falling wine prices and increasing counterfeit wines coincided with Europe’s phylloxera crisis – the pest accidentally brought over from North America that almost wiped out all Europe’s vineyards. The pest moved through Champagne in the 1890s, killing vines and devastating vignerons (Campbell). The Syndicat du Commerce des vins de Champagne had already been formed in 1882 (Rokka 280). Now unions were formed to fight phylloxera, such as the Association Viticole Champenoise in 1898. The 1904 Fédération Syndicale des Vignerons was formed to lobby the government to protect the name of Champagne (Leszczyńska 266) – successfully, as we have seen above. The financial benefits from appellations were certainly welcome, but short-lived. World War I treated Champagne harshly, with battle lines stuck through the area for years (Guy 187). The battle went on also in the lobbying front. In 1935, a new appellation regime was brought into law, which came to be the basis for all European systems, and the Comité National des appellations d'origine (CNAO) was founded (Colman 1922). Champagne’s protection became increasingly international, and continues to be so today under EU law and trade deals (European Commission). The post-war recovery of champagne relied on strategies used already in the “golden years” – marketing and lobbying. Advertising continued to embrace “luxury, celebration, transport (extending from air travel to the increasingly popular automobile), modernity, sports” (Guy 188). Such advertisement must have responded accurately to the mood of post-war, pre-depression Europe. Even in the prohibition US it was known that the “frivolous” French women might go as far as bathe in champagne, like the popular actress Mistinguett (Young 63). Curiously, in the 1930s Soviet Russia, “champagne” (not produced in Champagne) was declared a sign of good living, symbolising the standard of living that any Soviet worker had access to (at least in theory) (Gronow). Today, the reputation of champagne is fiercely defended in legal terms. This is not only in terms of protection against other sparkling wine making areas, but also in terms of exploitation of champagne’s reputation by actors in other commercial fields, and even against mass market products containing genuine champagne (Mahy and d’Ath; Schneider and Nam). At the same time, champagne has been widely “democratised” by mass production, enabled partly by increasing mechanisation and scientification of champagne production from the 1950s onwards (Leszczyńska 266). Yet champagne retains its association with prestige, luxury, and even royalty. This has required some serious adaptation and flexibility. In what follows, I look into three cultural phenomena that illuminate processes of such adaptation: Formula One (F1) champagne spraying, the 1990s sitcom Absolutely Fabulous, and the Cristal racism scandal in 2006. The first champagne bottle is said to have been presented to F1 grand prix winner in Champagne in 1950 (Wheels24). Such a gesture would have been fully in line with champagne’s association with cars, sport, and modernity. But what about the spraying? Surely that is not in line with the prestige of the wine? The first spraying is attributed to Jo Siffert in 1966 and Dan Gurney in 1967, the former described as accidental, the latter as a spontaneous gesture of celebration (Wheels24; Dobie). Moët had become the official supplier of F1 champagnes in 1966, and there are no signs that the new custom would have been problematic for them, as their sponsorship continued until 1999, after which Mumm sponsored the sport for 15 years. Today, the champagne to be popped and sprayed is Chanson, in special bottles “coated in the same carbon fibre that F1 cars are made of” (Wheels24). Such an iconic status has the spraying gained that it features in practically all TV broadcasts concerning F1, although non-alcoholic substitute is used in countries where sale of alcohol is banned (Barker et al., “Quantifying”; Barker et al., “Alcohol”). As disturbing as the champagne spraying might look for a wine snob, it is perfectly in line with champagne’s marketing history and entrepreneurial spirit shown since the nineteenth century. Nor is it unheard of to let champagne spray. The “art” of sabrage, opening champagne bottle with a sable, associated with glamour, spectacle, and myth – its origin is attributed to Napoleon and his officers – is perfectly acceptable even for the snob. Sparkling champagne was always bound up with joy and celebration, not a solemn drink, and the champagne bubble was able to accommodate middle classes as well as aristocrats. This brings us to our second example, the British sitcom Absolutely Fabulous. The show, first released in 1992, featured two women, “Eddy” (Jennifer Saunders) and “Patsy” (Joanna Lumley), who spent their time happily smoking, taking drugs, and drinking large quantities of “Bolly” (among other things). Bollinger champagne may have initially experienced “a bit of a shock” for being thus addressed, but soon came to see the benefits of fame (French). In 2005, they hired PR support to make better use of the brand’s “Ab Fab” recognisability, and to improve its prestige reputation in order to justify their higher price range (Cann). Saunders and Lumley were warmly welcomed by the Bollinger house when filming for their champagne tour Absolutely Champers (2017). It is befitting indeed that such controversial fame came from the UK, the first country to discover sparkling champagne outside France (Simon 48), and where the aspirational middle classes were keen to consume it already in the nineteenth century (Harding). More controversial still is the case of Cristal (made by Louis Roederer) and the US rap world. Enthusiastically embraced by the “bling-bling” world of (black) rappers, champagne seems to fit their ethos well. Cristal was long favoured as both a drink and a word in rap lyrics. But in 2006, the newly appointed managing director at the family owned Roederer, Frédéric Rouzaud, made comments considered racist by many (Woodland). Rouzard told in an interview with The Economist that the house observed the Cristal-rap association “with curiosity and serenity”. He reportedly continued: “but what can we do? We can’t forbid people from buying it. I’m sure Dom Pérignon or Krug would be delighted to have their business”. It was indeed those two brands that the rapper Jay-Z replaced Cristal with, when calling for a boycott on Cristal. It would be easy to dismiss Rouzard’s comments as snobbery, or indeed as racism, but they merit some more reflection. Cristal is the premium wine of a house that otherwise does not enjoy high recognisability. While champagne’s history involves embracing new sorts of clientele, and marketing flexibly to as many consumer groups as possible (Rokka), this was the first spectacular crossing of racial boundaries. It was always the case that different houses and their different champagnes were targeted at different clienteles, and it is apparent that Cristal was not targeted at black rap artists. Whereas Bollinger was able to turn into a victory the questionable fame brought by the white middle-class association of Absolutely Fabulous, the more prestigious Cristal considered the attention of the black rapper world more threatening and acted accordingly. They sought to defend their own brand bubble, not the larger champagne bubble. Cristal’s reputation seems to have suffered little – its 2008 vintage, launched in 2018, was the most traded wine of that year (Schultz). Jay-Z’s purchase of his own champagne brand (Armand de Brignac, nicknamed Ace of Spades) has been less successful reputation-wise (Greenburg). It is difficult to break the champagne bubble, and it may be equally difficult to break into it. Conclusion In this article, I have looked into the various dilemmas the “bubble-makers” of Champagne encountered when fabricating what is today known as “champagne”. There have been moments of threat to the bubble they formed, such as in the turn of nineteenth and twentieth centuries, and eras of incomparable success, such as from the 1860s to 1880s. The discussion has demonstrated the remarkable flexibility with which the makers and defenders of champagne have responded to challenges, and dealt with material, socio-cultural, economic, and other problems. It feels appropriate to end with a note on the current challenge the champagne industry faces: Covid-19. The pandemic hit champagne sales exceptionally hard, leaving around 100 million bottles unsold (Micallef). This was not very surprising, given the closure of champagne-selling venues, banning of public and private celebrations, and a general mood not particularly prone to (or even likely to frown upon) such light-hearted matters as glamour and champagne. Champagne has survived many dramatic drops in sales during the twentieth century, such as the Great Depression of the 1930s, and the post-financial crisis collapse in 2009. Yet they seem to be able to make astonishing recoveries. 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The Coming of Coffee Before World War II, Australians followed British tradition and largely drank tea. When coffee challenged the tea drinking habit in post-war Australia, the tea industry fought back using the most up-to-date marketing techniques imported from America. The shift to coffee drinking in post-war Australia is, therefore, explored through a focus on both the challenges faced by the tea industry and how that industry tackled the trend towards coffee. By focusing on the Australian Tea Council’s marketing campaign promoting tea as a fashionable drink and preferable to coffee, this article explores Australia’s cultural shift from tea drinking to coffee drinking. This complex and multi-layered transition, often simply explained by post-war migration, provides an opportunity to investigate other causal aspects of this shift. In doing so, it draws on oral histories—including of central figures working in the tea and coffee industries—as well as reports in newspapers and popular magazines, during this period of culinary transition. Australians always drank coffee but it was expensive, difficult and inconsistent to brew, and was regarded as a drink “for the better class of person” (P. Bennett). At the start of World War II, Australia was second only to Britain in terms of its tea consumption and maintaining Australia’s supply of tea was a significant issue for the government (NAA, “Agency Notes”). To guarantee a steady supply, tea was rationed, as were many other staples. Between 1941 and 1955, the tea supply was under government control with the Commonwealth-appointed Tea Control Board responsible for its purchase and distribution nationwide (Adams, “From Instant” 16). The influence of the USA on Australia’s shift from tea-drinking has been underplayed in narratives of the origins of Australia’s coffee culture, but the presence of American servicemen, either stationed in Australia or passing through during the war in the Pacific, had a considerable impact on what Australians ate and drank. In 2007, the late John Button noted that:It is when the countries share a cause that the two peoples have got to know each other best. Between 1942 and 1945, when Australia’s population was seven million, one million US service personnel came to Australia. They were made welcome, and strange things happened. American sporting results and recipes were published in the newspapers; ‘The Star-Spangled Banner’ was played at the start of theatre and concert performances. Australians were introduced to the hot dog; Americans, reluctantly, to the dim sim. 10 or 15 years after the war, there were stories of New York cab drivers who knew Australia well and spoke warmly of their wartime visits. For years, letters between Australia and the US went back and forth between pen friends […] following up friendships developed during the war. Supplying the daily ration of coffee to American servicemen was another concern for the Australian government as Australia had insufficient roasting capacity to supply this coffee—and so three roasting machines were shipped to Australia to help meet this new demand (NAA, MP5/45 a). To ensure a steady supply, coffee too came under the control of the Tea Controller and the Tea Control Board became the Tea and Coffee Control Board. At this time, civilians became more aware of coffee as newspapers raised its profile and Australian families invited American servicemen in their homes. Differences in food preferences between American servicemen and Australians were noticed, with coffee the most notable of these. The Argus reported that: “The main point of issue in these rival culinary fancies is the longstanding question of coffee” (“Yanks Differ” 8). It concluded that Australians and Americans ate the same foods, only prepared in different ways, but the most significant difference between them was the American “preference for coffee” (8). When Australian families invited hosted servicemen in their homes, housewives needed advice on how to make prepare coffee, and were told:One of the golden rules for hostesses entertaining American troops should be not to serve them coffee unless they know how to make it in the American fashion [...] To make coffee in the proper American fashion requires a special kind of percolating. Good results may be obtained by making coffee with strong freshly ground beans and the coffee should be served black with cream to be added if required (“Coffee for Americans” 5). Australian civilians also read reports of coffee, rather than tea, being served to Australian servicemen overseas, and the following report in The Argus in 1942 shows: “At Milne Bay 100 gallons of coffee were served to the men after pictures had been shown each night. Coffee was not the only comfort to be supplied. There were also chocolate, tobacco, toothpaste, and other articles appreciated by the troops” (“Untitled” 5). Due largely to tea rationing and the presence of American servicemen, Australia’s coffee consumption increased to 500 grams per person per annum between 1941 and 1944, but it also continued to rise in the immediate post-war period when the troops had departed (ABS). In May 1947, the Tea (and Coffee) Controller reported an increased consumption of 54 per cent in the two years after the war ended (NAA, MP5/45 b). Tea Loses Its Way Australian tea company and coffee roaster, Bushells, had an excellent roast and ground coffee—Bushells Pure Coffee—according to Bill Bennett who worked for the company from 1948 to 1950 (B. Bennett). It was sold freshly roasted in screw-top jars that could be re-used for storage in the kitchen or pantry. In 1945, in a series of cartoon-style advertisements, Bushells showed consumers how easy it was to make coffee using this ground beans, but the most significant challenge to tea’s dominance came not with this form of coffee, but in 1948 with the introduction of Nestlé instant coffee. Susie Khamis argues that “of all the coffee brands that vied for Australians’ attention, Nestlé was by far the most salient, by virtue of its frequency, timeliness and resonance” (218). With Nestlé instant coffee, “you use just the quantity you need for each cup and there are no grounds or sediment. Nescafé made perfect full-flavoured coffee in a matter of seconds” (Canberra Times). Figure 1. Advertisement for Nestlé Coffee. The Canberra Times 5 Aug. 1949: 2. Figure 2. Advertisement for Bushells Coffee. The Argus 22 Aug. 1945: 11. Instant coffee, as well as being relatively cheap, solved the “problem” of its brewing and was marketed as convenient, economical, and consistent. It also was introduced at a time when the price of tea was increasing and the American lifestyle had great appeal to Australians. Khamis argues that the discovery of instant coffee “spoke to changes in Australia’s lifestyle options”, noting that the “tea habit was tied to Australia’s development as a far-flung colonial outpost, a daily reminder that many still looked to London as the nation’s cultural capital; the growing appeal of instant coffee reflected a widening and more nuanced cultural palate” (218). Instant coffee, modernity, America, and glamour became thus entwined in a period when Australia’s cultural identity “was informed less by the staid conservatism of Britain than the heady flux of the new world glamour” (Khamis 219). In the 1950s, Australians were seduced by espresso coffee presented to them in imaginatively laid out coffee lounges featuring ultra modern décor and streamlined fittings. Customers were reportedly “seduced by the novelty of the impressive-looking espresso machines, all shining chrome and knobs and pressure gauges” (Australasian Confectioner and Restaurant Journal 61). At its best, espresso coffee is a sublime drink with a rich thick body and a strong flavour. It is a pleasure to look at and has about it an air of European sophistication. These early coffee lounges were the precursors of the change from American-style percolated coffee (Adams, “Barista” vi). According to the Australasian Confectioner and Restaurant Journal, in 1956 espresso coffee was changing the way people drank coffee “on the continent, in London and in other parts of the world,” which means that as well as starting a new trend in Australia, this new way of brewing coffee was making coffee even more popular elsewhere (61). The Connoisseurship of Coffee Despite the popularities of cafés, the Australian consumer needed to be educated to become a connoisseur, and this instruction was provided in magazine and newspaper articles. Rene Dalgleish, writing for Australian Home Beautiful in 1964, took “a look around the shops” to report on “a growing range of glamorous and complicated equipment designed for the once-simple job of brewing a cup of tea, or more particularly, coffee” (21). Although she included teapots, her main focus was coffee brewing equipment—what it looked like and how it worked. She also discussed how to best appreciate coffee, and described a range of home grinding and brewing coffee equipment from Turkish to percolation and vacuum coffee makers. As there was only one way of making tea, Dalgleish pays little attention to its method of brewing (21) and concludes the piece by referring only to coffee: “There are two kinds of coffee drinkers—those who drink it because it is a drink and coffee lovers. The sincere coffee lover is one who usually knows about coffee and at the drop of a hat will talk with passionate enthusiasm on the only way to make real coffee” (21). In its first issue in 1966, Australasian Gourmet Magazine reflected on the increased consumption and appreciation of coffee in a five-page feature. “More and more people are serving fine coffee in their homes,” it stated, “while coffee lounges and espresso bars are attracting the public in the city, suburbs and country towns” (Repin and Dressler 36). The article also noted that there was growing interest in the history and production of coffee as well as roasting, blending, grinding, and correct preparation methods. In the same year, The Australian Women’s Weekly acknowledged a growing interest in both brewing, and cooking with, coffee in a lift-out recipe booklet titled “Cooking with Coffee.” This, according to the Weekly, presented “directions that tell you how to make excellent coffee by seven different methods” as well as “a variety of wonderful recipes for cakes, biscuits, desserts, confectionary and drinks, all with the rich flavor of coffee” (AWW). By 1969, the topic was so well established that Keith Dunstan could write an article lampooning coffee snobbery in Australian Gourmet Magazine. He describes his brother’s attention to detail when brewing coffee and his disdain for the general public who were all drinking what he called “muck”. Coffee to the “coffee-olics” like his brother was, Dunstan suggested, like wine to the gourmand (5). In the early 1960s, trouble was brewing in the tea business. Tea imports were not keeping pace with population growth and, in 1963, the Tea Bureau conducted a national survey into the habits of Australian tea drinkers (McMullen). This found that although tea was the most popular beverage at the breakfast table for all socio-economic groups, 30 per cent of Australian housewives did not realise that tea was cheaper than coffee. 52 per cent of coffee consumed was instant and one reason given for coffee drinking between meals was that it was easier to make one cup (Broadcasting and Television “Tea Gains”). Marketing Tea against a Turning Tide Coffee enjoyed an advantage that tea was unlikely to ever have, as the margin between raw bean and landed product was much wider than tea. Tea was also traditionally subject to price-cutting by grocery chains who used it as a loss leader “to bring the housewife into the store” (Broadcasting and Television “Tea Battles”) and, with such a fine profit margin, the individual tea packer had little to allocate for marketing expenses. In response, a group of tea merchants, traders and members of tea growing countries formed The Tea Council of Australia in 1963 to pool their marketing funds to collectively market their product. With more funds, the Council hoped to achieve what individual companies could not (Adams “From Instant” 1-19). The chairman of the Tea Council, Mr. G. McMullan, noted that tea was “competing in the supermarkets with all beverages that are sold […]. All the beverages are backed by expensive marketing campaigns. And this is the market that tea must continue to hold its share” (McMullen 6). The Tea Council employed the services of Jackson Wain and Company for its marketing and public relations campaign. Australian social historian Warren Fahey worked for the company in the 1960s and described it in an interview. He recalled: Jackson Wain was quite a big advertising agency. Like a lot of these big agencies of the time it was Australian owned by Barry Wain and John Jackson. Jackson Wain employed some illustrious creative directors at that time and its clients were indeed big: they had Qantas, Rothmans, the Tea Council, White Wings—which was a massive client—and Sunbeam. And they are just some of the ones they had. Over the following eleven years, the Tea Council sought innovative ways to identify target markets and promote tea drinking. Much of this marketing was directed at women. Since women were responsible for most of the household shopping, and housewives were consuming “incidental” beverages during the day (that is, not with meals), a series of advertisements were placed in women’s magazines. Showing how tea could be enjoyed at work, play, in the home, and while shopping, these kick-started the Tea Council’s advertising campaign in 1964. Fahey remembers that: tea was seen as old-fashioned so they started to talk about different aspects of drinking tea. I remember the images of several campaigns that came through Jackson Wain of the Tea Board. The Women’s Weekly ones were a montage of images where they were trying to convince people that tea was refreshing […] invigorating […] [and] friendly. Figure 3. Tea Council Advertisement. The Australian Women’s Weekly 29 Jan. 1964, 57. Radio was the Tea Council’s “cup of tea”. Transistor and portable radio arrived in Australia in the 1950s and this much listened to medium was especially suited to the Tea Council’s advertising (Tea Council Annual Report 1964). Radio advertising was relatively low-cost and the Council believed that people thought aurally and could picture their cup of tea as soon as they heard the word “tea”. Fahey explains that although radio was losing some ground to the newly introduced television, it was still the premier media, largely because it was personality driven. Many advertisers were still wary of television, as were the agencies. Radio advertisements, read live to air by the presenter, would tell the audience that it was time for a cuppa—“Right now is the right time to taste the lively taste of tea” (Tea Council Annual Report 1964)—and a jingle created for the advertisement completed the sequence. Fahey explained that agencies “were very much tuned into the fact even in those days that women were a dominant fact in the marketing of tea. Women were listening to radio at home while they were doing their work or entertaining their friends and those reminders to have a cup of tea would have been quite useful triggers in terms of the marketing”. The radio jingle, “The taste of tea makes a lively you” (Jackson Wain, “Tea Council”) aired 21,000 times on 85 radio stations throughout Australia in 1964 (Tea Council of Australia Annual Report). In these advertisements, tea was depicted as an interesting, exciting and modern beverage, suitable for consumption at home as outside it, and equally, if not more, refreshing than other beverages. People were also encouraged to use more tea when they brewed a pot by adding “one [spoonful] for the pot” (Jackson Wain, “Tea Council”). These advertisements were designed to appeal to both housewives and working women. For the thrifty housewife, they emphasised value for money in a catchy radio jingle that contained the phrase “and when you drink tea the second cup’s free” (Jackson Wain “Tea Council”). For the fashionable, tea could be consumed with ice and lemon in the American fashion, and glamorous fashion designer Prue Acton and model Liz Holmes both gave their voices to tea in a series of radio advertisements (Tea Council of Australia, “Annual Reports”). This was supported with a number of other initiatives. With the number of coffee lounges increasing in cities, the Tea Council devised a poster “Tea is Served Here” that was issued to all cafes that served tea. This was strategically placed to remind people to order the beverage. Other print tea advertisements targeted young women in the workforce as well as women taking time out for a hot drink while shopping. Figure 4. “Tea Is Served Here.” Tea Council of Australia. Coll. of Andy Mac. Photo: Andy Mac. White Wings Bake-off The cookery competition known as the White Wings Bake-Off was a significant event for many housewives during this period, and the Tea Council capitalised on it. Run by the Australian Dairy Board and White Wings, a popular Australian flour milling company, the Bake-Off became a “national institution […] and tangible proof of the great and growing interest in good food and cooking in Australia” (Wilson). Starting in 1963, this competition sought original recipes from home cooks who used White Wings flour and dairy produce. Winners were feted with a gala event, national publicity and generous prizes presented by international food experts and celebrity chefs such as Graham Kerr. Prizes in 1968 were awarded at a banquet at the Southern Cross Hotel and the grand champion won A$4,750 and a Metters’ cooking range. Section winners received A$750 and the stove. In 1968, the average weekly wage in Australia was A$45 and the average weekly spend on food was $3.60, which makes these significant prizes (Talkfinancenet). In a 1963 television advertisement for White Wings, the camera pans across a table laden with cakes and scones. It is accompanied by the jingle, “White Wings is the Bake Off flour—silk sifted, silk sifted” (Jackson Wain, “Bake-Off”). Prominent on the table is a teapot and cup. Fahey noted the close “simpatico” relationship between White Wings and the Tea Council:especially when it came down to […] the White Wings Bake Off [...]. Tea always featured prominently because of the fact that people were still in those days baking once a week [...] having that home baking along side a cup of tea and a teapot was something that both sides were trying to capitalise on. Conclusion Despite these efforts, throughout the 1960s tea consumption continued to fall and coffee to rise. By 1969, the consumption of coffee was over a kilogram per person per annum and tea had fallen to just over two kilograms per person per year (ABS). In 1973, due to internal disputes and a continued decline in tea sales, the Tea Council disbanded. As Australians increasingly associated coffee with glamour, convenience, and gourmet connoisseurship, these trajectories continued until coffee overtook tea in 1979 (Khamis 230) and, by the 1990s, coffee consumption was double that of tea. Australia’s cultural shift from tea drinking to coffee drinking—easily, but too simplistically, explained by post-war migration—is in itself a complex and multi layered transition, but the response and marketing campaign by the Tea Council provides an opportunity to investigate other factors at play during this time of change. Fahey sums the situation up appropriately and I will conclude with his remarks: “Advertising is never going to change the world. It can certainly persuade a market place or a large percentage of a market place to do something but one has to take into account there were so many other social reasons why people switched over to coffee.” References Adams, Jillian. Barista: A Guide to Espresso Coffee. Frenchs Forest NSW: Pearson Education Australia, 2006. -----. “From Instant Coffee to Italian Espresso: How the Cuppa Lost its Way.” Masters Thesis in Oral History and Historical Memory. Melbourne: Monash University, 2009. Advertisement for Bushells Coffee. The Argus 22 Aug. (1945): 11. Australian Bureau of Statistics [ABS]. “4307.0 Apparent Consumption of Tea and Coffee, Australia 1969-1970.” Canberra: Australian Bureau of Statistics, 2000. Australasian Confectioner and Restaurant Journal. “Espresso Comes to Town.” Australian Confectioner and Restaurant Journal Feb. (1956): 61. Bennett, Bill. Interview. 22 Jun. 2007. Bennett, Peter. Interview. 10 Mar. 2010. Broadcasting and Television. “Tea Gains 98% Market Acceptance.” Broadcasting and Television 6 Jun. (1963): 16. -----. “Tea Battles Big Coffee Budgets.” Broadcasting and Television News 14 Oct. (1965): 16. Button, John. “America’s Australia: Instructions for a Generation.” The Monthly Feb. (2007) 28 Mar. 2012 ‹http://www.themonthly.com.au/monthly-essays-john-button-americas-australia-instructions-generation-456›. Canberra Times, The. Advertisement for Nestle Coffee. The Canberra Times 5 Aug. (1949): 2. “Coffee for Americans.” The Argus 20 Apr. (1942): 5.Dalgleish, Rene. “Better Tea and Coffee.” Australian Home Beautiful Jun. (1964): 21–5. Dunstan, Keith. “The Making of a Coffee-olic.” The Australian Gourmet Magazine Sep./Oct. (1969): 5. Fahey, Warren. Interview. 19 Aug. 2010. Howard, Leila. ‘Cooking with Coffee.” The Australian Women’s Weekly 6 Jul. (1966): 1–15. Jackson Wain. “The Bake-off Flour!” TV Commercial, 30 secs. Australia: Fontana Films for Jackson Wain, 1963. 1 Feb. 2012 ‹www.youtube.com/watch?v=1X50sCwbUnw›. -----. “Tea Council of Australia.” TV commercials, 30 secs. National Film and Sound Archive, 1964–1966. Khamis, Susie. “ It Only Takes a Jiffy to Make.” Food Culture and Society 12.2 (2009): 218–33. McMullen, G. F. The Tea Council of Australia Annual Report. Sydney, 1969. National Archives of Australia [NAA]. Agency Notes CP629/1. “History of the Tea Control and Tea Importation Board, January 1942–December 1956.” -----. Series MP5/45 a. Minutes of the Tea Control Board. 17 Aug. 1942. -----. Series MP5/45 b. Minutes of the Tea Control Board. 29 May 1947. Repin, J. D., and H. Dressler. “The Story of Coffee.” Australian Gourmet Magazine 1.1 (1966): 36–40. Talkfinance.net. “Cost of Living: Today vs. 1960.” 1 May 2012 ‹http://www.talkfinance.net/f32/cost-living-today-vs-1960-a-3941› Tea Council of Australia. Annual Reports Tea Council of Australia 1964–1973. ----- Advertisement. The Australian Women’s Weekly 3 Jul. (1968): 22.“Untitled.” The Argus 20 Apr. (1942): 5. Wilson, Trevor. The Best of the Bake-Off. Sydney: Ure Smith, 1969.“Yanks and Aussies Differ on ‘Eats’.” The Argus 4 Jul. (1942): 8.

Creators and Creation Creation is a troubling word today, because it suggests an impossible act, indeed a miracle: the formation of something out of nothing. Today we no longer believe in miracles, yet we see all around us myriad acts which we routinely define as creative. Here, I am not referring to the artistic performances and works of gifted individuals, which have their own genealogy of creativity in the lineages of Western art. Rather, I am referring to the small, personal events that we see within the mediated spaces of the everyday (on the television screen, in magazines and newspapers) where lives are suddenly changed for the better through the consumption of products designed to fulfil our personal desires. In this paper, I want to explore the implications of thinking about everyday creativity as a modern cultural form. I want to suggest that not only is such an impossible possibility possible, but that its meaning has been at the centre of the desire to name, to gain status from, and to market the products of modern industrialisation. Furthermore I want to suggest that beyond any question of marketing rhetoric, we need to attend to this desire as the ghost of a certain kind of immanence which has haunted modernity and its projects from the very beginning, linking the great thoughts of modern philosophy with the lowliest products of modern life. Immanence, Purity and the Cogito In Descartes' famous Discourse on Method, the author-narrator (let's call him Descartes) recounts how he came about the idea of the thinking self or cogito, as the foundation of worldly knowledge: And so because sometimes our senses deceive us, I made up my mind to suppose that they always did. . . . I resolved to pretend that everything that had ever entered my mind was as false as the figments of my dreams. But then as I strove to think of everything false, I realized that, in the very act of thinking everything false, I was aware of myself as something real. (60-61) These well known lines are, of course, the beginnings of a remarkable philosophical enterprise, reaching forward to Husserl and beyond, in which the external world is bracketed, all the better to know it in the name of reason. Through an act of pretence ("I resolved to pretend"), Descartes disavows the external world as the source of certain knowledge, and, turning to the only thing left: the thought of himself—"I was aware of myself as something real"—makes his famous declaration, "I think therefore I am". But what precisely characterises this thinking being, destined to become the cogito of all modernity? Is it purely this act of self-reflection?: Then, from reflecting on the fact that I had doubts, and that consequently my existence was not wholly perfect, it occurred to me to enquire how I learned to think of something more perfect than myself, and it became evident to me that it must be through some nature which was in fact more perfect. (62) Descartes has another thought that "occurred to me" almost at the same moment that he becomes aware of his own thinking self. This second thought makes him aware that the cogito is not complete, requiring yet a further thought, that of a perfection drawn from something "more perfect than myself". The creation of the cogito does not occur, as we might have first surmised, within its own space of self-reflection, but becomes lodged within what might be called, following Deleuze and Guattari, a "plane of immanence" coming from the outside: "The plane of immanence is . . . an outside more distant than any external world because it is an inside deeper than any internal world: it is immanence" (59). Here we are left with a puzzling question: what of this immanence that made him aware of his own imperfection at the very moment of the cogito's inception? Can this immanence be explained away by Descartes' appeal to God as a state of perfection? Or is it the very material upon which the cogito is brought into existence, shaping it towards perfection? We are forced to admit that, irrespective of the source of this perfection, the cogito requires something from the outside which, paradoxically, is already on the inside, in order to create itself as a pure form. Following the contours of Descartes' own writing, we cannot account for modernity purely in terms of self-reflection, if, in the very act of its self-creation, the modern subject is shot through with immanence that comes from the outside. Rather what we must do is describe the various forms this immanence takes. Although there is no necessary link between immanence and perfection (that is, one does not logically depend on the other as its necessary cause) their articulation nevertheless produces something (the cogito for instance). Furthermore, this something is always characterised as a creation. In its modern form, creation is a form of immanence within materiality—a virtualisation of material actuality, that produces idealised states, such as God, freedom, reason, uniqueness, originality, love and perfection. As Bruno Latour has argued, the "modern critical stance" creates unique, pure objects, by purging the material "networks" from which they are formed, of their impurities (11-12). Immanence is characterised by a process of sifting and purification which brings modern objects into existence: "the plane of immanence . . . acts like a sieve" (Deleuze and Guattari 42). The nation, the state, the family, the autonomous subject, and the work of art—all of these are modern when their 'material' is purged of impurities by an immanence that 'comes from the outside' yet is somehow intrinsic to the material itself. As Zygmunt Bauman points out, the modern nation exists by virtue of a capacity to convert strangers into citizens; by purging itself of impurities inhabiting it from within but coming from the outside (63). The modern work of art is created by purging itself of the vulgarities and impurities of everyday life (Berman 30); by reducing its contingent and coincidental elements to a geometrical, punctual or serialised form. The modern nuclear family is created by converting the community-based connections between relatives and friends into a single, internally consistent self-reproducing organism. All of these examples require us to think of creativity as an act which brings something new into existence from within a material base that must be purged and disavowed, but which, simultaneously, must also be retained as its point of departure that it never really leaves. Immanence should not be equated with essence, if by essence we mean a substratum of materiality inherent in things; a quality or quiddity to which all things can be reduced. Rather, immanence is the process whereby things appear as they are to others, thereby forming themselves into 'objects' with certain identifiable characteristics. Immanence draws the 'I' and the 'we' into relations of subjectivity to the objects thus produced. Immanence is not in things; it is the thing's condition of objectivity in a material, spatial and temporal sense; its 'becoming object' before it can be 'perceived' by a subject. As Merleau-Ponty has beautifully argued, seeing as a bodily effect necessarily comes before perception as an inner ownership (Merleau-Ponty 3-14). Since immanence always comes from elsewhere, no intensive scrutiny of the object in itself will bring it to light. But since immanence is already inside the object from the moment of its inception, no amount of examination of its contextual conditions—the social, cultural, economic, institutional and authorial conditions under which the object was created—will bring us any closer to it. Rather, immanence can only be 'seen' (if this is the right word) in terms of the objects it creates. We should stop seeking immanence as a characteristic of objects considered in themselves, and rather see it in terms of a virtual field or plane, in which objects appear, positioned in a transversally related way. This field does not exist transcendentally to the objects, like some overarching principle of order, but as a radically exteriorised stratum of 'immaterial materiality' with a specific image-content, capable of linking objects together as a series of creations, all with the stamp of their own originality, individuality and uniqueness, yet all bound together by a common set of image relations (Deleuze 34-35). If, as Foucault argues, modern objects emerge in a "field of exteriority"—a complex web of discursive interrelations, with contingent rather than necessary connections to one another (Foucault 45)—then it should be possible to map the connections between these objects in terms of the "schema of correspondence" (74) detected in the multiplicities thrown up by the regularities of modern production and consumption. Commodities and Created Objects We can extend the idea of creation to include not only aesthetic acts and their objects, but also the commodity-products of modern industrialisation. Let's begin by plunging straight into the archive, where we might find traces of these small modern miracles. An illustrated advertisement for 'Hudson's Extract of Soap' appeared in the Illustrated Sydney News, on Saturday February 22nd, 1888. The illustration shows a young woman with a washing basket under her arm, standing beside a sign posted to a wall, which reads 'Remarkable Disappearance of all Dirt from Everything by using Hudson's Extract of Soap' (see Figure 1). The woman has her head turned towards the poster, as if reading it. Beneath these words, is another set of words offering a reward: 'Reward !!! Purity, Health, Perfection, Satisfaction. By its regular daily use'. Here we are confronted with a remarkable proposition: soap does not make things clean, rather it makes dirt disappear. Soap purifies things by making their impurities disappear. The claim made applies to 'everything', drawing attention to a desire for a certain state of perfection, exemplified by the pure body, cleansed of dirt and filth. The pure exists in potentia as a perfect state of being, realised by the purgation of impurities. Fig 1: Hudson's Soap. Illustrated Sydney News, on Saturday February 22nd, 1888 Here we might be tempted to trace the motivation of this advertisement to a concern in the nineteenth century for a morally purged, purified body, regulated according to bourgeois values of health, respectability and decorum. As Catherine Gallagher has pointed out, the body in the nineteenth century was at the centre of a sick society requiring "constant flushing, draining, and excising of various deleterious elements" (Gallagher 90). But this is only half the story. The advertisement offers a certain image of purity; an image which exceeds the immediate rhetorical force associated with selling a product, one which cannot be simply reduced to its contexts of use. The image of perfection in the Hudson's soap advertisement belongs to a network of images spread across a far-flung field; a network in which we can 'see' perfection as a material immanence embodied in things. In modernity, commodities are created objects par excellence, which, in their very ordinariness, bear with them an immanence, binding consumers together into consumer formations. Each act of consumption is not simply driven by necessity and need, but by a desire for self-transformation, embodied in the commodity itself. Indeed, self-transformation becomes one of the main creative processes in what Marshal Berman has identified as the "third" phase of modernity, where, paraphrasing Nietzsche, "modern mankind found itself in the midst of a great absence and emptiness of values and yet, at the same time, a remarkable abundance of possibilities" (Berman 21). Commodification shifts human desire away from the thought of the other as a transcendental reality remote from the senses, and onto a future oriented material plane, in which the self is capable of becoming an other in a tangible, specific way (Massumi 35 ff.). By the end of the nineteenth century, commodities had become associated with scenarios of self-transformation embedded in human desire, which then began to shape the needs of society itself. Consumer formations are not autonomous realms; they are transversally located within and across social strata. This is because commodities bear with them an immanence which always exceeds their context of production and consumption, spreading across vast cultural terrains. An individual consumer is thus subject to two forces: the force of production that positions her within the social strata as a member of a class or social grouping, and the force of consumption that draws her away from, or indeed, further into a social positioning. While the consumption of commodities remained bound to ideologies relating to the formation of class in terms of a bourgeois moral order, as it was in Britain, America and Europe throughout the nineteenth century, then the discontinuity between social strata and cultural formation was felt in terms of the possibility of self-transformation by moving up a class. In the nineteenth century, working class families flocked to the new photographic studios to have their portraits taken, emulating the frozen moral rectitude of the ideal bourgeois type, or scrimped and saved to purchase parlour pianos and other such cultural paraphernalia, thereby signalling a certain kind of leisured freedom from the grind of work (Sekula 8). But when the desire for self-transformation starts to outstrip the ideological closure of class; that is, when the 'reality' of commodities starts to overwhelm the social reality of those who make them, then desire itself takes on an autonomy, which can then be attached to multiple images of the other, expressed in imaginary scenarios of escape, freedom, success and hyper-experience. This kind of free-floating desire has now become a major trigger for transformations in consumer formations, linked to visual technologies where images behave like quasi-autonomous beings. The emergence of these images can be traced back at least to the mid-nineteenth century where products of industrialisation were transformed into commodities freely available as spectacles within the public spaces of exhibitions and in mass advertising in the press, for instance in the Great Exhibition of 1851 held at London's Crystal Palace (Richards 28 ff.) Here we see the beginnings of a new kind of object-image dislocated from the utility of the product, with its own exchange value and logic of dispersal. Bataille's notion of symbolic exchange can help explain the logic of dispersal inherent in commodities. For Bataille, capitalism involves both production utility and sumptuary expenditure, where the latter is not simply a calculated version of the former (Bataille 120 ff.) Sumptuary expenditure is a discharge of an excess, and not a drawing in of demand to match the needs of supply. Consumption thus has a certain 'uncontrolled' element embedded in it, which always moves beyond the machinations of market logic. Under these conditions, the commodity image always exceeds production and use, taking on a life of its own, charged with desire. In the late nineteenth century, the convergence of photography and cartes-de-visites released a certain scopophilic desire in the form of postcard pornography, which eventually migrated to the modern forms of advertising and public visual imagery that we see today. According to Suren Lalvani, the "onset of scopophilia" in modern society is directly attributable to the convergence of photographic technology and erotic display in the nineteenth century (Lalvani). In modern consumer cultures, desire does not lag behind need, but enters into the cycle of production and consumption from the outside, where it becomes its driving force. In this way, modern consumer cultures transform themselves by ecstasis (literally, by standing outside oneself) when the body becomes virtualised into its other. Here, the desire for self-transformation embodied in the act of consumption intertwines with, and eventually redefines, the social positioning of the subject. Indeed the 'laws' of capital and labour where each person or family group is assigned a place and regime of duties, are constantly undone and redefined by the superfluity of consumption, gradually gathering pace throughout the nineteenth and twentieth centuries. These tremendous changes operating throughout all capitalist consumer cultures for some time, do not occur in a calculated way, as if controlled by the forces of production alone. Rather, they occur through myriad acts of self-transformation, operating transversally, linking consumer to consumer within what I have defined earlier as a field of immanence. Here, the laws of supply and demand are inadequate to predict the logic of this operation; they only describe the effects of consumption after desire has been spent. Or, to put this another way, they misread desire as need, thereby transcribing the primary force of consumption into a secondary component of the production/labour cycle. This error is made by Humphrey McQueen in his recent book The Essence of Capitalism: the origins of our future (2001). In chapter 8, McQueen examines the logic of the consumer market through a critique of the marketeer's own notion of desire, embodied in the "sovereign consumer", making rational choices. Here desire is reduced back to a question of calculated demand, situated within the production/consumption cycle. McQueen leaves himself no room to manoeuvre outside this cycle; there is no way to see beyond the capitalist cycle of supply/demand which accelerates across ever-increasing horizons. To avoid this error, desire needs to be seen as immanent to the production/consumption cycle; as produced by it, yet superfluous to its operations. We need therefore to situate ourselves not on the side of production, but in the superfluity of consumption in order to recognise the transformational triggers that characterise modern consumer cultures, and their effects on the social order. In order to understand the creative impulse in modernity today, we need to come to grips with the mystery of consumption, where the thing consumed operates on the consumer in both a material and an immaterial way. This mystification of the commodity was, of course, well noted by Marx: A commodity is . . . a mysterious thing, simply because in it the social character of men's labour appears to them as an objective character stamped upon the product of that labour; because the relation of the producers to the sum total of their own labour is presented to them as a social relation, existing not between themselves, but between the products of their labour. (Marx 43, my emphasis) When commodities take on such a powerful force that their very presence starts to drive and shape the social relations that have given rise to them; that is, when desire replaces need as the shaping force of societies, then we are obliged to redefine the commodity and its relation to the subject. Under these conditions, the mystery of the commodity is no longer something to be dispelled in order to retrieve the real relation between labour and capital, but becomes the means whereby "men's labour" is actually shaped and formed as a specific mode of production. Eric Alliez and Michel Feher (1987) point out that in capitalism "the subjection framework which defines the wage relation has penetrated society to such an extent that we can now speak not only of the formal subsumption of labor by capital but of the actual or 'real' subsumption by capital of society as a whole" (345). In post-Fordist economic contexts, individuals' relation to capital is no longer based on subjection but incorporation: "space is subsumed under a time entirely permeated by capital. In so doing, they [neo-Fordist strategies] also instigate a regime in which individuals are less subject to than incorporated by capital" (346). In societies dominated by the subjection of workers to capital, the commodity's exchange value is linked strongly to the classed position of the worker, consolidating his interests within the shadow of a bourgeois moral order. But where the worker is incorporated into capital, his 'real' social relations go with him, making it difficult to see how they can be separated from the commodities he produces and which he also consumes at leisure: "If the capitalist relation has colonized all of the geographical and social space, it has no inside into which to integrate things. It has become an unbounded space—in other words, a space coextensive with its own inside and outside. It has become a field of immanence" (Massumi 18). It therefore makes little sense to initiate critiques of the capital relation by overthrowing the means of subjection. Instead, what is required is a way through the 'incorporation' of the individual into the capitalist system, an appropriation of the means of consumption in order to invent new kinds of selfhood. Or at the very least, to expose the process of self-formation to its own means of consumption. What we need to do, then, is to undertake a description of the various ways in which desire is produced within consumer cultures as a form of self-creation. As we have seen, in modernity, self-creation occurs when human materiality is rendered immaterial through a process purification. Borrowing from Deleuze and Guattari, I have characterised this process in terms of immanence: a force coming from the outside, but which is already inside the material itself. In the necessary absence of any prime mover or deity, pure immanence becomes the primary field in which material is rendered into its various and specific modern forms. Immanence is not a transcendental power operating over things, but that which is the very motor of modernity; its specific way of appearing to itself, and of relating to itself in its various guises and manifestations. Through a careful mapping of the network of commodity images spread through far-flung fields, cutting through specific contexts of production and consumption, we can see creation at work in one of its specific modern forms. Immanence, and the power of creation it makes possible, can be found in all modern things, even soap powder! References Alliez, Eric and Michel Feher. "The Luster of Capital." Zone 1(2) 1987: 314-359. Bauman, Zygmunt. Modernity and Ambivalence. Cambridge: Polity, 1991. Berman, Marshall. All That is Solid Melts into Air. New York: Penguin, 1982. Bataille, George. "The Notion of Expenditure." George Bataille, Visions of Excess: Selected Writings, 1927-1939. Trans. Alan Stoekl, Minneapolis: University of Minnesota Press, 1995, pp.116-129. Deleuze, Gilles. Foucault. Trans. Seán Hand, Minneapolis: University of Minnesota Press, 1988. Deleuze, Gilles and Félix Guattari. What is Philosophy? Trans. Hugh Tomlinson and Graham Burchill, New York: Columbia University Press, 1994. Descartes, Rene. Discourse on Method. Trans. Arthur Wollaston, Harmondsworth: Penguin, 1960. Foucault, Michel. The Archaeology of Knowledge. Trans. A.M. Sheridan Smith, London: Tavistock, 1972. Gallagher, Catherine. "The Body Versus the Social Body in the Works of Thomas Malthus and Henry Mayhew." The Making of the Modern Body: Sexuality and Society in the Nineteenth Century, Catherine Gallagher and Thomas Laqueur (Eds.), Berkeley: University of California Press, 1987: 83-106. Lalvani, Suren. "Photography, Epistemology and the Body." Cultural Studies, 7(3), 1993: 442-465. Latour, Bruno. We Have Never Been Modern. Trans. Catherine Porter, Cambridge, Mass.: Harvard University Press, 1993. Karl. Capital, A New Abridgement. David McLellan (Ed.), Oxford: Oxford University Press, 1995. Massumi, Brian. "Everywhere You Want to Be: Introduction to Fear" in Brian Massumi (Ed.). The Politics of Everyday Fear. Minneapolis: University of Minnesota Press, 1993: 3-37. Merleau-Ponty, Maurice. The Visible and the Invisible. Trans. Alphonso Lingis, Evanston: Northwest University Press, 1968. McQueen, Humphrey. The Essence of Capitalism: the Origins of Our Future. Sydney: Sceptre, 2001. Richards, Thomas. The Commodity Culture of Victorian England: Advertising and Spectacle, 1851-1914. Stanford: Stanford University Press, 1990. Sekula, Allan. "The Body and the Archive." October, 39, 1986: 3-65.

Introduction The social roles of alcohol consumption are rich and varied, with different types of alcoholic beverages reflecting important symbolic and cultural meanings. Sparkling wine is especially notable for its association with secular and sacred celebrations. Indeed, sparkling wine is rarely drunk as a matter of routine; bottles of such wine signal special occasions, heightened by the formality and excitement associated with opening the bottle and controlling (or not!) the resultant fizz (Faith). Originating in England and France in the late 1600s, sparkling wine marked a dramatic shift in winemaking techniques, with winemakers deliberately adding “fizz” or bubbles to their product (Faith). The resulting effervescent wines were first enjoyed by the social elite of European society, signifying privilege, wealth, luxury and nobility; however, new techniques for producing, selling and distributing the wines created a mass consumer culture (Guy). Production of Australian sparkling wines began in the late nineteenth century and consumption remains popular. As a “new world” country – that is, one not located in the wine producing areas of Europe – Australian sparkling wines cannot directly draw on the same marketing traditions as those of the “old world”. One enterprising company, Treasury Wine Estates, markets a range of wines, including a sparkling variety, called 19 Crimes, that draws, not on European traditions tied to luxury, wealth and prestige, but Australia’s colonial history. Using Augmented Reality and interactive story-telling, 19 Crimes wine labels feature convicts who had committed one or more of 19 crimes punishable by transportation to Australia from Britain. The marketing of sparkling wine using convict images and convict stories of transportation have not diminished the celebratory role of consuming “bubbly”. Rather, in exploring the marketing techniques employed by the company, particularly when linked to the traditional drink of celebration, we argue that 19 Crimes, while fun and informative, nevertheless romanticises convict experiences and Australia’s convict past. Convict Heritage and Re-Appropriating the Convict Image Australia’s cultural heritage is undeniably linked to its convict past. Convicts were transported to Australia from England and Ireland over an 80-year period between 1788-1868. While the convict system in Australia was not predominantly characterised by incarceration and institutionalisation (Jones 18) the work they performed was often forced and physically taxing, and food and clothing shortages were common. Transportation meant exile, and “it was a fierce punishment that ejected men, women and children from their homelands into distant and unknown territories” (Bogle 23). Convict experiences of transportation often varied and were dependent not just on the offender themselves (for example their original crime, how willing they were to work and their behaviour), but also upon the location they were sent to. “Normal” punishment could include solitary confinement, physical reprimands (flogging) or hard labour in chain gangs. From the time that transportation ceased in the mid 1800s, efforts were made to distance Australia’s future from the “convict stain” of its past (Jones). Many convict establishments were dismantled or repurposed with the intent of forgetting the past, although some became sites of tourist visitation from the time of closure. Importantly, however, the wider political and social reluctance to engage in discourse regarding Australia’s “unsavoury historical incident” of its convict past continued up until the 1970s (Jones 26). During the 1970s Australia’s convict heritage began to be discussed more openly, and indeed, more favourably (Welch 597). Many today now view Australia’s convicts as “reluctant pioneers” (Barnard 7), and as such they are celebrated within our history. In short, the convict heritage is now something to be celebrated rather than shunned. This celebration has been capitalised upon by tourist industries and more recently by wine label 19 Crimes. “19 Crimes: Cheers to the Infamous” The Treasury Wine Estates brand launched 19 Crimes in 2011 to a target population of young men aged between 18 and 34 (Lyons). Two limited edition vintages sold out in 2011 with “virtually no promotion” (19 Crimes, “Canadians”). In 2017, 19 Crimes became the first wine to use an Augmented Reality (AR) app (the app was later renamed Living Wines Labels in 2018) that allowed customers to hover their [smart] phone in front of a bottle of the wine and [watch] mugshots of infamous 18th century British criminals come to life as 3D characters who recount their side of the story. Having committed at least one of the 19 crimes punishable by exile to Australia, these convicts now humor and delight wine drinkers across the globe. (Lirie) Given the target audience of the 19 Crimes wine was already 18-34 year old males, AR made sense as a marketing technique. Advertisers are well aware the millennial generation is “digitally empowered” and the AR experience was created to not only allow “consumers to engage with 19 Crimes wines but also explore some of the stories of Australia’s convict past … [as] told by the convicts-turned-colonists themselves!” (Lilley cited in Szentpeteri 1-2). The strategy encourages people to collect convicts by purchasing other 19 Crimes alcohol to experience a wider range of stories. The AR has been highly praised: they [the labels] animate, explaining just what went down and giving a richer experience to your beverage; engaging both the mind and the taste buds simultaneously … . ‘A fantastic app that brings a little piece of history to life’, writes one user on the Apple app store. ‘I jumped out of my skin when the mugshot spoke to me’. (Stone) From here, the success of 19 Crimes has been widespread. For example, in November 2020, media reports indicated that 19 Crimes red wine was the most popular supermarket wine in the UK (Lyons; Pearson-Jones). During the UK COVID lockdown in 2020, 19 Crimes sales increased by 148 per cent in volume (Pearson-Jones). This success is in no small part to its innovative marketing techniques, which of course includes the AR technology heralded as a way to enhance the customer experience (Lirie). The 19 Crimes wine label explicitly celebrates infamous convicts turned settlers. The website “19 Crimes: Cheers to the Infamous” incorporates ideas of celebration, champagne and bubbles by encouraging people to toast their mates: the convicts on our wines are not fiction. They were of flesh and blood, criminals and scholars. Their punishment of transportation should have shattered their spirits. Instead, it forged a bond stronger than steel. Raise a glass to our convict past and the principles these brave men and women lived by. (19 Crimes, “Cheers”) While using alcohol, and in particular sparkling wine, to participate in a toasting ritual is the “norm” for many social situations, what is distinctive about the 19 Crimes label is that they have chosen to merchandise and market known offenders for individuals to encounter and collect as part of their drinking entertainment. This is an innovative and highly popular concept. According to one marketing company: “19 Crimes Wines celebrate the rebellious spirit of the more than 160,000 exiled men and women, the rule breakers and law defying citizens that forged a new culture and national spirit in Australia” (Social Playground). The implication is that by drinking this brand of [sparkling] wine, consumers are also partaking in celebrating those convicts who “forged” Australian culture and national spirit. In many ways, this is not a “bad thing”. 19 Crimes are promoting Australian cultural history in unique ways and on a very public and international scale. The wine also recognises the hard work and success stories of the many convicts that did indeed build Australia. Further, 19 Crimes are not intentionally minimising the experiences of convicts. They implicitly acknowledge the distress felt by convicts noting that it “should have shattered their spirits”. However, at times, the narratives and marketing tools romanticise the convict experience and culturally reinterpret a difficult experience into one of novelty. They also tap into Australia’s embracement of larrikinism. In many ways, 19 Crimes are encouraging consumers to participate in larrikin behaviour, which Bellanta identifies as being irreverent, mocking authority, showing a disrespect for social subtleties and engaging in boisterous drunkenness with mates. Celebrating convict history with a glass of bubbly certainly mocks authority, as does participating in cultural practices that subvert original intentions. Several companies in the US and Europe are now reportedly offering the service of selling wine bottle labels with customisable mugshots. Journalist Legaspi suggests that the perfect gift for anyone who wants a sparkling wine or cider to toast with during the Yuletide season would be having a customisable mugshot as a wine bottle label. The label comes with the person’s mugshot along with a “goofy ‘crime’ that fits the person-appealing” (Sotelo cited in Legaspi). In 2019, Social Playground partnered with MAAKE and Dan Murphy's stores around Australia to offer customers their own personalised sticker mugshots that could be added to the wine bottles. The campaign was intended to drive awareness of 19 Crimes, and mugshot photo areas were set up in each store. Customers could then pose for a photo against the “mug shot style backdrop. Each photo was treated with custom filters to match the wine labels actual packaging” and then printed on a sticker (Social Playground). The result was a fun photo moment, delivered as a personalised experience. Shoppers were encouraged to purchase the product to personalise their bottle, with hundreds of consumers taking up the offer. With instant SMS delivery, consumers also received a branded print that could be shared so [sic] social media, driving increased brand awareness for 19 Crimes. (Social Playground) While these customised labels were not interactive, they lent a unique and memorable spin to the wine. In many circumstances, adding personalised photographs to wine bottles provides a perfect and unique gift; yet, could be interpreted as making light of the conditions experienced by convicts. However, within our current culture, which celebrates our convict heritage and embraces crime consumerism, the reframing of a mugshot from a tool used by the State to control into a novelty gift or memento becomes culturally acceptable and desirable. Indeed, taking a larrikin stance, the reframing of the mugshot is to be encouraged. It should be noted that while some prisons were photographing criminals as early as the 1840s, it was not common practice before the 1870s in England. The Habitual Criminals Act of 1869 has been attributed with accelerating the use of criminal photographs, and in 1871 the Crimes Prevention Act mandated the photographing of criminals (Clark). Further, in Australia, convicts only began to be photographed in the early 1870s (Barnard) and only in Western Australia and Port Arthur (Convict Records, “Resources”), restricting the availability of images which 19 Crimes can utilise. The marketing techniques behind 19 Crimes and the Augmented app offered by Living Wines Labels ensure that a very particular picture of the convicts is conveyed to its customers. As seen above, convicts are labelled in jovial terms such as “rule breakers”, having a “rebellious spirit” or “law defying citizens”, again linking to notions of larrikinism and its celebration. 19 Crimes have been careful to select convicts that have a story linked to “rule breaking, culture creating and overcoming adversity” (19 Crimes, “Snoop”) as well as convicts who have become settlers, or in other words, the “success stories”. This is an ingenious marketing strategy. Through selecting success stories, 19 Crimes are able to create an environment where consumers can enjoy their bubbly while learning about a dark period of Australia’s heritage. Yet, there is a distancing within the narratives that these convicts are actually “criminals”, or where their criminal behaviour is acknowledged, it is presented in a way that celebrates it. Words such as criminals, thieves, assault, manslaughter and repeat offenders are foregone to ensure that consumers are never really reminded that they may be celebrating “bad” people. The crimes that make up 19 Crimes include: Grand Larceny, theft above the value of one shilling. Petty Larceny, theft under one shilling. Buying or receiving stolen goods, jewels, and plate... Stealing lead, iron, or copper, or buying or receiving. Impersonating an Egyptian. Stealing from furnished lodgings. Setting fire to underwood. Stealing letters, advancing the postage, and secreting the money. Assault with an intent to rob. Stealing fish from a pond or river. Stealing roots, trees, or plants, or destroying them. Bigamy. Assaulting, cutting, or burning clothes. Counterfeiting the copper coin... Clandestine marriage. Stealing a shroud out of a grave. Watermen carrying too many passengers on the Thames, if any drowned. Incorrigible rogues who broke out of Prison and persons reprieved from capital punishment. Embeuling Naval Stores, in certain cases. (19 Crimes, “Crimes”) This list has been carefully chosen to fit the narrative that convicts were transported in the main for what now appear to be minimal offences, rather than for serious crimes which would otherwise have been punished by death, allowing the consumer to enjoy their bubbly without engaging too closely with the convict story they are experiencing. The AR experience offered by these labels provides consumers with a glimpse of the convicts’ stories. Generally, viewers are told what crime the convict committed, a little of the hardships they encountered and the success of their outcome. Take for example the transcript of the Blanc de Blancs label: as a soldier I fought for country. As a rebel I fought for cause. As a man I fought for freedom. My name is James Wilson and I fight to the end. I am not ashamed to speak the truth. I was tried for treason. Banished to Australia. Yet I challenged my fate and brought six of my brothers to freedom. Think that we have been nearly nine years in this living tomb since our first arrest and that it is impossible for mind or body to withstand the continual strain that is upon them. One or the other must give way. While the contrived voice of James Wilson speaks about continual strain on the body and mind, and having to live in a “living tomb” [Australia] the actual difficulties experienced by convicts is not really engaged with. Upon further investigation, it is also evident that James Wilson was not an ordinary convict, nor was he strictly tried for treason. Information on Wilson is limited, however from what is known it is clear that he enlisted in the British Army at age 17 to avoid arrest when he assaulted a policeman (Snoots). In 1864 he joined the Irish Republican Brotherhood and became a Fenian; which led him to desert the British Army in 1865. The following year he was arrested for desertion and was convicted by the Dublin General Court Martial for the crime of being an “Irish rebel” (Convict Records, “Wilson”), desertion and mutinous conduct (photo from the Wild Geese Memorial cited in The Silver Voice). Prior to transportation, Wilson was photographed at Dublin Mountjoy Prison in 1866 (Manuscripts and Archives Division), and this is the photo that appears on the Blanc de Blancs label. He arrived in Fremantle, Western Australia on 9 January 1868. On 3 June 1869 Wilson “was sentenced to fourteen days solitary, confinement including ten days on bread and water” (photo from the Wild Geese Memorial cited in The Silver Voice) for an unknown offence or breach of conduct. A few years into his sentence he sent a letter to a fellow Fenian New York journalist John Devoy. Wilson wrote that his was a voice from the tomb. For is not this a living tomb? In the tomb it is only a man’s body is good for the worms but in this living tomb the canker worm of care enters the very soul. Think that we have been nearly nine years in this living tomb since our first arrest and that it is impossible for mind or body to withstand the continual strain that is upon them. One or the other must give way. (Wilson, 1874, cited in FitzSimons; emphasis added) Note the last two lines of the extract of the letter have been used verbatim by 19 Crimes to create their interactive label. This letter sparked a rescue mission which saw James Wilson and five of his fellow prisoners being rescued and taken to America where Wilson lived out his life (Reid). This escape has been nicknamed “The Great Escape” and a memorial was been built in 2005 in Rockingham where the escape took place. While 19 Crimes have re-created many elements of Wilson’s story in the interactive label, they have romanticised some aspects while generalising the conditions endured by convicts. For example, citing treason as Wilson’s crime rather than desertion is perhaps meant to elicit more sympathy for his situation. Further, the selection of a Fenian convict (who were often viewed as political prisoners that were distinct from the “criminal convicts”; Amos) allows 19 Crimes to build upon narratives of rule breaking by focussing on a convict who was sent to Australia for fighting for what he believed in. In this way, Wilson may not be seen as a “real” criminal, but rather someone to be celebrated and admired. Conclusion As a “new world” producer of sparkling wine, it was important for 19 Crimes to differentiate itself from the traditionally more sophisticated market of sparkling-wine consumers. At a lower price range, 19 Crimes caters to a different, predominantly younger, less wealthy clientele, who nevertheless consume alcoholic drinks symbolic to the occasion. The introduction of an effervescent wine to their already extensive collection encourages consumers to buy their product to use in celebratory contexts where the consumption of bubbly defines the occasion. The marketing of Blanc de Blancs directly draws upon ideas of celebration whilst promoting an image and story of a convict whose situation is admired – not the usual narrative that one associates with celebration and bubbly. Blanc de Blancs, and other 19 Crimes wines, celebrate “the rules they [convicts] broke and the culture they built” (19 Crimes, “Crimes”). This is something that the company actively promotes through its website and elsewhere. Using AR, 19 Crimes are providing drinkers with selective vantage points that often sensationalise the reality of transportation and disengage the consumer from that reality (Wise and McLean 569). Yet, 19 Crimes are at least engaging with the convict narrative and stimulating interest in the convict past. Consumers are being informed, convicts are being named and their stories celebrated instead of shunned. Consumers are comfortable drinking bubbly from a bottle that features a convict because the crimes committed by the convict (and/or to the convict by the criminal justice system) occurred so long ago that they have now been romanticised as part of Australia’s colourful history. The mugshot has been re-appropriated within our culture to become a novelty or fun interactive experience in many social settings. For example, many dark tourist sites allow visitors to take home souvenir mugshots from decommissioned police and prison sites to act as a memento of their visit. The promotional campaign for people to have their own mugshot taken and added to a wine bottle, while now a cultural norm, may diminish the real intent behind a mugshot for some people. For example, while drinking your bubbly or posing for a fake mugshot, it may be hard to remember that at the time their photographs were taken, convicts and transportees were “ordered to sit for the camera” (Barnard 7), so as to facilitate State survelliance and control over these individuals (Wise and McLean 562). Sparkling wine, and the bubbles that it contains, are intended to increase fun and enjoyment. Yet, in the case of 19 Crimes, the application of a real-life convict to a sparkling wine label adds an element of levity, but so too novelty and romanticism to what are ultimately narratives of crime and criminal activity; thus potentially “making light” of the convict experience. 19 Crimes offers consumers a remarkable way to interact with our convict heritage. The labels and AR experience promote an excitement and interest in convict heritage with potential to spark discussion around transportation. 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