Articoli di riviste sul tema "LORAL Command and Control (Firm)"

This is a theoretical case study on car leasing in Lebanon from the perspective of the lessor. Although the methodology can be applied elsewhere we chose to take into consideration local domestic features. The procedure adopted is to start from a base model and then change the parameters of the model with the use of the command Data Table in Excel. We are able to conclude that car leasing can be a very profitable business even with modest input characteristics. The two factors that are highly relevant are the credit or financing limit, and the market salvage value, that both are critical to the lessor. We therefore recommend that car leasing firms pay particular attention on the natural depreciation of the car, choose, if possible, the customers with a good driving record, and equip the car with enhanced security measures. Alternatively the lessor can buy “full-risk” insurance against all damages to the car. This will help in mitigating the agency costs and the concomitant moral hazard that arise from the separation of ownership and control. Additionally the car leasing firm should aim to raise as much as possible its own borrowing capacity by appealing to its relative advantage from the pooling effect of holding a fleet of cars. Other factors, like, lending, or leasing rates, and borrowing rates, taxes, the recovery amount of the car, the car purchase price, and the assumed ROE have little effects.

ABSTRACT A three-vessel collision in the Tampa Bay entrance channel on August 10, 1993, caused a huge explosion and fire, major damage to all vessels, and spills of 330,000 gallons of No. 6 oil and 32,000 gallons of a mixture of light petroleum products. A dynamic team was forged to respond to a complex series of problems. Functional command centers and forward command posts were established, a unified command system was implemented, and federal, state, and local governments and the multiple responsible parties coordinated efficiently. The unified command dealt effectively with considerations such as vessel control, fire fighting, lightering, salvage, pollution cleanup, and impacted wildlife. An active approach to the media resulted in critical information being relayed to the public and the response effort being portrayed accurately. The development of trust with multiple local governments enabled the response team to meet local needs while gaining their support. The unified command dealt with difficulties such as communicating effectively with the field and ensuring safety for large number of responders involved in a variety of hazardous activities.

China has significantly reduced the energy consumption for per unit of GDP by using both command-and-controls or market-based strategies. This paper examines empirically the relative effectiveness and efficiency of command-and-control strategy (energy reduction target) vs. market-based strategy (electricity price). We find that (1) electricity price was similarly effective in reducing electricity intensity across firms, but government targets were more effective for firms that were more technologically outdated and energy intensive; and (2) government targets led to expenditures that were not useful in reducing energy intensity, suggesting inefficiency associated with targets. Despite the Chinese governments’ capacities and resources in directing and influencing enterprises, market-based approaches might still be more effective and efficient than command-and-control ones to reduce energy intensity.

This paper compares the economic efficiency of firm-agency governance structures for pollution reduction using transaction costs economics. Two governance structures are analyzed with the transaction costs approach: command and control regulation (CCR) and negotiated agreements (NAs). We propose that the choice of governance structure depends on the strategies firms pursue given the attributes of their transactions and their market opportunities. The application of transaction cost economics analysis leads to different choices of regulatory instruments. Firms in more mature, stable industries are likely to choose command and control, while firms in new, dynamic sectors are more likely to opt for negotiated agreements. Frequency of transactions is a key factor in firm choice.

ABSTRACT Because no one entity has the resources to deal with a major vessel fire, contingency planning and exercising within the port community are critical. Achieving the highest level of response readiness is an evolutionary process made more difficult by today's fiscal constraints on both government and industry. This paper will discuss the steps taken over the last 15 years (workshops, table-top exercises, hands-on drills) to develop a comprehensive marine fire-fighting contingency plan that was tested during a recent area PREP exercise. The PREP drill scenario involved a collision between two vessels that resulted in a large spill and fire well away from shoreside access. Participants included over 200 personnel representing 50 federal, state, and local agencies. Shipboard flammable liquid fires are never easy to extinguish; however, the degree of difficulty escalates exponentially when an event does not occur pierside with adequate access for local fire departments. Mutual aid agreements and state-of-the-art response strategies and equipment are essential to resolving this unique situation. Proper use of the incident command system helps ensure smooth, efficient waterside command and control of the fire attack assets. Special logistics systems and staging techniques need to be developed to bring adequate water and foam delivery (8000+ gpm) resources to bear on an away-from-shore incident. These requirements were shown to be well within the response capabilities of the San Francisco Bay fire-fighting community when dedicated fireboats and vessels-of-opportunity were converted to foam master stream delivery platforms.

Purpose The purpose of this paper is to examine the influence of ownership structure and dividend payouts over firm’s profitability, valuation and idiosyncratic risk. The authors further investigate if corporate performance is sector dependent. Design/methodology/approach The study employs signaling and bankruptcy theories to evaluate the influence of ownership structure and dividend payout over a firm’s corporate performance. The authors use a panel regression approach to measure the performance of family owned firms against that of widely held firms. Findings The study confines to firms operating out of emerging markets. The results show that family owned firms are dominant with concentrated ownership. The management pays lower dividend leading to lower valuation and higher idiosyncratic risk. The study further illustrates that family ownership concentration and family control both influence firm performance and level of risk. The findings indicate that information asymmetry and under diversification lead to increased idiosyncratic risk, resulting in the erosion of firm’s value. Results also confirm that firms paying regular dividends are less risky and, hence, command a valuation premium. Originality/value The evidence supports the proposition that information asymmetry plays a significant role in explaining dividend payouts pattern and related impacts on corporate performance. The originality of the paper lies in factoring idiosyncratic risk while explaining profitability and related valuation among emerging market firms.

The effective command and control of the Armed Forces of Ukraine and other elements of the defense forces with the aim toachieve the high-level of defense capability of the state which are inextricably related with the appropriate normalization andexercising the practical events of democratic civil control of the military organization of the state.The process of reforming the defense sector is aimed at transforming the system of unified command and control andmilitary command of the Armed Forces of Ukraine. The establishment of a new system of command and control provides for aclear delimitation of authority between the Ministry of Defense and the Armed Forces of Ukraine, the functioning of new typesand branches of troops (forces). Additionally, it is provided for the separation of the functions of planning, generation andimplementation of means and forces within the Armed Forces, and the Ministry of defense has transformed from the body ofmilitary command to the central body of executive authority, responsible for the reform and implementation of the state policy inthe military sphere and the sphere of defense, the military policy in terms of staff, the technical policy and the policy in terms ofdefense purchases etc. One of the major tasks of the Ministry of Defense is the exercise within the framework of authority ofdemocratic civil control of the activity of the Armed Forces of Ukraine, the military-political and administrative command andcontrol of the military organization.The gender equality requires the establishment of equal rights and opportunities for men and women in the matters ofmilitary service, participation in the protection of the state – not only on a legislative but also on a practical level. For a longperiod of time the military profession was solely masculine. It has been related with the significant physical, moral-psychologicalpressure on a human being, the necessity to be firm in overcoming the hard and difficult daily military routine. Currently, the roleof the woman in a society has undergone significant changes. The latter have also touched the military sphere. It is therefore theissue of democratic civil control of the military organization of the state is to be considered through the prism of its genderaspect. For the sole, gender element of this control is the finest measure of its effectiveness, the indicator of absolute control ofcivic society in the military sphere, which assures the accountability of military to civil personnel and totally includes thepossibility of a military coup d’état in a state.

The changing geography of service employment and the relocation of back-office service tasks to developing economies present a challenge to contemporary world city network research and methodology, as cost-driven offshoring may wrongly suggest a city’s increased importance in global city rankings. In particular, financial service firms, but also management consultancies, law firms, and other advanced producer service firms have offshored tasks abroad. These firms’ offices are attributed a vital role in the world city network literature and form the basis for world city rankings using the interlocking network model. Based on empirical research on advanced producer service firms in Metro Manila, the Philippines, this paper argues that the existence of linkages and the appearance ‘on the map’ of dominant economic flows does not automatically lead to an increased command and control position of Manila. Instead, the attraction of lower-end services leads to Manila’s dependent articulation into global service production networks. The findings challenge the key assumptions about ‘command functions’ and ‘strategic role’ of global cities that underpin the global city rankings. The paper critiques current conceptualisations of command and control in global urban network theory in the light of changing intra-firm divisions of labour in advanced producer service firms, and stresses the importance of qualitative research.

Does CEO duality – the practice of one person serving both as a firm's CEO and board chair – contribute to or inhibit firm performance? Agency theory suggests that CEO duality is bad for performance because it compromises the monitoring and control of the CEO. Stewardship theory, in contrast, argues that CEO duality may be good for performance due to the unity of command it presents. The empirical evidence, largely from developed economies, is largely inconclusive. This article joins the debate by extending empirical work to the largely unexplored context of institutional transitions. Our findings, based on an archival database covering 403 publicly listed firms and 1,202 company-years in China, offer stronger support for stewardship theory and relatively little support for agency theory. Finally, we also call for a contingency perspective to specify the nature of conditions such as resource scarcity and environmental dynamism under which CEO duality may be especially valuable.

China’s environmental regulation regime remains mainly government-oriented, consisting of the government environmental investment policy and the command–control policy. This paper first improves the traditional environment Copeland-Taylor model by including the above two types of government-oriented environment instruments. Then, based on a comprehensive firm-level dataset, we examine the effects of government-oriented environmental instruments on firms’ water pollutant emission abatement in the Yangtze River Economic zone. We find robust evidence of a significant decrease of 2.99% in chemical Oxygen Demand(COD) discharge and of 3.55% in ammonia nitrogen(NH3) discharge of firms in response to the government environmental investment policy, whereas the command–control instrument shows little effect on firms’ water pollutant emission reduction. Our results are robust when using alternative measurements for two types of environmental instruments. Additionally, we also find there exist heterogeneous effects across sub-samples: (1)comparing with large and medium firms, small and micro firms are more liable to be influenced by the two types of government-oriented environmental instruments; (2) the effect of two types of government-oriented environmental instruments is obviously significant in the intensive-water-pollution industry, whereas it is not obvious in clean industry; (3) the effect of government environmental investment is obvious on state-owned enterprises and domestic joint ventures, whereas the command–control policy has effectively reduced the water pollutant discharge for domestic joint ventures and private firms. Finally, this study also presents some future policy implications.

ABSTRACT This is a case study of U.S. Environmental Protection Agency (EPA) emergency response actions taken at one of the largest tire fires in California. The site was an illegal scrap tire dump known as the Filbin Tire Pile. There was an estimated 7 million tires in the pile. The site was located in a canyon in the rolling hills above the San Joaquin Valley near the Town of Westley, California. This tire fire was considered a major environmental disaster where large populations were affected and there was a potential for severe environmental damage. Responders with past experience recognized that the tire fire would be a unique multi-category event containing the elements of a major fire: hazardous materials release and oil spill discharge combined into one event. Shortly after the fire ignited the tires began to pyrolyze, producing a steady stream of oil that discharged to an unnamed drainage in the hills above the valley. The oil in the drainage flashed sending great plumes of thick black smoke into the valley. The oil and tire fires quickly overwhelmed the resources of the local fire departments. The EPA On-Scene Coordinator (OSC) immediately responded using federal authority to respond to and, if necessary, remove a discharge of oil or a hazardous substance under the Clean Water Act (33 U.S.C. 1321(c)) as amended by the Oil Pollution Control Act of 1990 (OPA 90). Some of the most difficult problems that were encountered included making decisions on fire suppression tactics; conducting safe operations in extremely hot and unstable fire conditions; maneuvering heavy equipment on steep slopes, and deep and spongy tire piles; controlling massive volumes of oil and water runoff; coordinating with local and state governmental agencies; forming a fully integrated and effective Incident Command System led by a Unified Command (ICS/UC); and recycling of pyrolytic oil under current California hazardous waste regulations.

AbstractOn January 27, 2013, a fire at the Kiss Nightclub in Santa Maria, Brazil led to a mass-casualty incident affecting hundreds of college students. A total of 234 people died on scene, 145 were hospitalized, and another 623 people received treatment throughout the first week following the incident.1 Eight of the hospitalized people later died.1 The Military Police were the first on scene, followed by the state fire department, and then the municipal Mobile Prehospital Assistance (SAMU) ambulances. The number of victims was not communicated clearly to the various units arriving on scene, leading to insufficient rescue personnel and equipment. Incident command was established on scene, but the rescuers and police were still unable to control the chaos of multiple bystanders attempting to assist in the rescue efforts. The Municipal Sports Center (CDM) was designated as the location for dead bodies, where victim identification and communication with families occurred, as well as forensic evaluation, which determined the primary cause of death to be asphyxia. A command center was established at the Hospital de Caridade Astrogildo de Azevedo (HCAA) in Santa Maria to direct where patients should be admitted, recruit staff, and procure additional supplies, as needed. The victims suffered primarily from smoke inhalation and many required endotracheal intubation and mechanical ventilation. There was a shortage of ventilators; therefore, some had to be borrowed from local hospitals, neighboring cities, and distant areas in the state. A total of 54 patients1 were transferred to hospitals in the capital city of Porto Alegre (Brazil). The main issues with the response to the fire were scene control and communication. Areas for improvement were identified, namely the establishment of a disaster-response plan, as well as regularly scheduled training in disaster preparedness/response. These activities are the first steps to improving mass-casualty responses.Dal PonteST, DornellesCFD, ArquillaB, BloemC, RoblinP. Mass-casualty response to the Kiss Nightclub in Santa Maria, Brazil. Prehosp Disaster Med. 2015;30(1):1-4.

Environmental problems such as poor air quality has recently drawn great attention in China. Chinas government has proposed plenty of regulations to alleviate these problems. Central environmental supervision and inspection (CESI), a kind of campaign-style command-and-control regulation, started in 2016 and is still underway. By dispatching central inspectors in groups to provinces in batches, CESI is much stronger and more direct than other command-and-control regulations in the past. There are many papers about CESI, but few examine the relation between it and green innovation from the micro-firm perspective. Since firms green innovation (FGI) is a vital driver of the green transformation, the author examines whether and how the first round of CESI influenced the industrial FGI in this paper, based on Time-Varying Difference-in-differences (TDID) model and Mediation Effect model. The 2011-2019 panel data of industrial firms that are listed in A-share market is used, and it is selected from China Stock Market and Accounting Research (CSMAR) database. Besides, FGI is measured by the quantity of green patents, including green utility and invention patents. Unfortunately, the results of both descriptive and empirical analysis show that CESI neg-actively affected FGI partly because the financial condition of firms worsened due to CESI. Moreover, according to heterogeneity analysis, the policy effect is still weak on firms in underdeveloped cities. The author offers some suggestions for improving relevant policies based on these findings.

Electronic hovercraft is a device which can easily move on sand, water, hill areas and also muddy places. The main reason behind this project is to rescue the people in the flooded region. Our Indian army forces like Indian army, Indian navy will have greater use of this project. For example coming to our local areas just recently happened these situation is in Hyderabad we got floods so many people lose their houses, property.so many people were injuired. There is no such reliable system to rescue there. In that one senior citizen was died due to the helpless situation these type of situation makes so hurting to us. In that cases these type of devices may save their lives. In this system we have Bluetooth, Arduino UNO, propellers, two navigation motors which can give right and forward moving directions. Considering the price, simple implementations this project proses a less cost compare to fire brigade. With the help of Bluetooth in distance we can operate the system. With driving manually we can operate. Due to this one person can be saved. Instead of a driver one extra person can save. By using Bluetooth Arduino control app we can send command to the Arduino. When we give command we can operate, navigate the device with the help of down propeller air fills in cushion with the help of back propeller it will move towards forward direction with this we can control the device navigation for this we have 12volt 3.5Amps Battery power supply. Amplified current version battery to drive the motors.

This article explores how both corporate governance and corporate social responsibility (CSR) can be improved by using insights from complexity theory. Complexity theory reveals that decentralized governance architecture is required for firms to absorb competently the increased intricacies, variety of variables, and objectives introduced by CSR. The current predominant form of centralized governance based on command-and-control hierarchies copes with complexities by reducing data inputs. This approach results in firms reducing their objectives, concerns, and insights about CSR. Firms with a decentralized “network” form of governance architecture are used to illustrate how the data inputs of each manager can be reduced through the decomposition of decision-making labor to improve the capability of the firm to intelligently absorb and manage complexity. Network governance also introduces a division of powers with stakeholders to facilitate information flow and strengthen incentives to manage the enterprise to enhance both shareholder value and CSR.

Purpose This paper aims to examine the impact of government financial assistance provided to Australian small and medium-sized enterprises (SMEs). Design/methodology/approach This study uses firm-level panel data on more than 2,000 SMEs over a five-year period from the Business Longitudinal Database compiled by the Australian Bureau of Statistics. The authors measure the impact of government financial assistance in terms of subsequent SME performance (income from sales of goods and services and profitability) and changes in the availability of alternative nongovernment finance. Findings The authors find government financial assistance helps SMEs improve performance over and above the effects of conventional financing. They also find than the implicit guarantee effect signalled by a firm receiving government financial assistance suggests firms are more likely to obtain nongovernment finance in the future. Control factors that significantly affect SME performance and finance availability include business size, the level of innovation, business objectives and industry. Research limitations/implications Nearly all of the responses in the original survey data are qualitative, so we are unable to assess how the strength of these relationships varies by the levels of assistance, income and profitability. The measure of government financial assistance of the authors is also general in that it includes grants, subsidies and rebates from any Australian Government organisation, so we are unable to comment on the impact of individual federal, state or local government programmes. Practical implications Government financial assistance helps SMEs improve both immediate and future performance as measured by income and profitability. This could be because government financial assistance quickly overcomes the financial constraints endemic in SMEs. Government financial assistance also helps SMEs obtain nongovernment finance in the future. The authors conjecture that this is because it overcomes some of the information opaqueness of SMEs. Originality/value Few studies focus on the impact of direct government financial assistance compared with indirect assistance as typical in credit guarantee schemes. The authors use a very large and detailed data set on Australian SMEs to undertake the analysis.

This review paper delves into the design and im- plementation of GSM-based smart switches, which offer users the ability to remotely control electrical appliances using GSM networks. These devices incorporate a SIM card to facilitate com- munication through SMS commands and phone calls, enabling remote appliance control with ease. The fundamental components of this system include a microcontroller, a GSM module, a relay, and a dedicated power supply. The microcontroller, programmed in the preferred language, plays a crucial role in command processing and relay management. It serves as the system’s central processing unit, orchestrating relay operations to facilitate appliance on/off control. This approach provides users with a cost-effective, efficient, and accessible solution for home automa- tion and appliance management. The practical applications of this technology extend beyond convenience to include enhanced security and energy efficiency. Users can remotely activate or deactivate appliances, including lighting, security gates, and doors. This review paper not only fosters a deeper understanding of electronics and GSM networks but also highlights their potential to contribute to an improved quality of life, making it a subject of great interest within the realm of IoT, home automation, and agriculture firm. Index Terms—Keywords: GSM, SMS Commands, Motor, Smart Switch, Microcontroller.

While serious games are being widely adopted by NATO and partner nations, their use is currently limited to training and operations planning. In this paper, we explore new methods that use simulations for decision support during the execution of military operations. During this phase, the commander makes decisions based on knowledge of the situation and the primary objectives. We propose here to take a simulation containing smart and autonomous units, and use it to create new kinds of decision support tools capable of improving situation awareness, and consequently the quality of decisions. The breakthrough behind this initiative is the realization that we can provide HQ decision makers with access to a version of the information that smart simulated units use to make decisions. To ensure the approach was sound we first studied decision-making processes, and analyzed how situation awareness improves decision making. After analysis of the decision-making processes at various headquarters, and the types of decision criteria employed, we are able to produce innovative information, computed by the simulation, and fed by the command and control system. We then propose a prerequisite architecture, and describe the first results of our proof of concept work based on the SWORD (Simulation Wargaming for Operational Research and Doctrine) simulation. Based on the current situation (intelligence, operational state, logistics, etc.) and the current maneuver (current task), examples of what we are now capable of are as follows: provide an immediate local force ratio map, produce a capacities map (detection, combat), compute contextual fire or logistic support time required, automatically generate lines of battle such as the Forward Line of Own Troops (FLOT), Limit Of Advance (LOA), Line of Contact (LC), Forward Edge of Battle Area (FEBA), or propose an effect based maneuver map in order to understand the current effect of the forces on the ground. We then propose a prerequisite architecture for use as a decision-support system at HQ, and describe the next smart layers that we believe should be developed for optimal results.

Two important road connections pass through the area of the municipality of Ilirska Bistrica: Trieste–Reka and Ljubljana–Rijeka, which continues South along the sea to Split and was the key to the Nazi control of the Croatian coast during the Second World War. They became even more important at the end of the war, when the Wehrmacht units began to retreat from Greece, Albania, Serbia and Croatia towards the borders of the Third Reich. The Wehrmacht needed to keep connections to the north cleaned and protected from Partisan ambushes blocking their way. For this reason, it was imperative for the Germans to maintain a firm hold on Ilirska Bistrica and the surrounding area until the arrival of their units from the South. The task was assigned to the 97th Army Corps (97. Armeekorps) under the command of Ludwig Kübler, which engaged the 4th Army of Yugoslav Partisans pressing for a rapid advance to occupy Trieste. The fighting that ensued constituted one of the major battles in Slovenia.

This paper attempts to develop a prescriptive theory/model for the strategic application of market based policy instruments. The research paper documents the development of command and control regulatory instruments and provides a normative account of their use by businesses for competitive positioning. The paper then reports the development of Market Based Policy Instruments (MBI) and explains their prospective defensive and offensive strategic applications based on Porter's Five Forces model of industry analysis. Finally, a prescriptive model that describes the strategic application of MBI is provided based on the preceding analysis. It is assumed that successful firms will not shy away or avoid future regulatory instruments but use them to their competitive advantage. That competitive advantage will come from core firm values that emphasize dramatic increases in resource productivity, the elimination of waste, the use of solution-based business models, and reinvestment in the natural capital. The strategies and tactics that will guide the evolution of "laggard" firms into "achiever" and "enviropreneurial" firms is not precisely mapped out, but there are a number of tools, tactics and strategies that firms can use. All of them are applicable depending on the managerial maturity of the firm and its capacity to extend its environmental management practices, strategy and vision throughout its organisation and to its constellation of relationships. Firms looking for unique competitive advantages should consider using market based regulatory instruments to differentiate their products and services to overcome seemingly impossible market entry barriers, reduce operating costs, and turn waste into profit.

Alien invasive plants pose significant ecological, social and economic challenges for South Africa. These species threaten South Africa’s rich biodiversity, deplete our scarce water resources, reduce the agricultural potential of land, cause soil erosion and intensify flooding and fires. According to recent estimations, over eight percent of land in South Africa has been invaded by these species and at current rates of expansion their impact could double in the next fifteen years. In an attempt to curb the impending crises, the South African government has promulgated eleven national and various provincial laws which contain mechanisms for regulating the different threats posed by alien invasive plants. Certain of these laws are framework in nature while the majority are sectoral and aimed at regulating these species for one of the following four main purposes: biodiversity conservation; water conservation; agricultural management; and fire risk management. The responsibility for administering these laws spans four national departments, nine provincial environmental authorities, provincial conservation authorities, numerous local and statutory authorities. This fragmented regime, coupled with the adoption of a command and control approach to regulation, has proven inept in effectively regulating the spread of alien invasive plants in South Africa. This reality led the previous Minister of Environmental Affairs and Tourism, Mr Valli Moosa, to call for the development of a “coherent legislative framework … streamlined along the lines of the principles endorsed by the Convention on Biological Diversity”. This article critically analyses the government’s attempts to develop such a “coherent legislative framework” to regulate alien invasive plants in light of recent legislative reform. It is divided into two parts. Part one critically considers South Africa’s current laws of relevance to alien invasive plants with specific emphasis on their fragmented approach to planning and implementation. Part two provides suggestions on how the current legislative framework can be rationalised to entrench a more integrated, and hopefully successful, approach to the future regulation of alien invasive plants in South Africa.

Natural disasters challenge for Emergency and Rescue Services- lessons learned Przemyslaw Gula MD PhD, Edyta Szafran Institute for Emergency Medicine. Krakow, Poland.In the period 2008–2010 Poland experienced series of natural disasters including 3 large scales flooding, 2 periods of extremely high snowfalls followed by low temperature periods and finally local flush flooding in different locations. The time of each disaster elapsed from several days up to 6 weeks. All of them had severe impact on local infrastructure by destroying road systems, communication as well as healthcare and fire brigade facilities. The rescue efforts required evacuation, Search and Rescue operations, providing medical care and shelter. The most problems occurred in following areas: - large scale evacuation - collapse of communication systems (including 112 dispatch) - inadequate number of specialized rescue equipment (helicopters, vehicles, boats, snowmobiles, etc.) - providing EMS in affected areas - necessity of evacuating hospitals. The lessons learned showed the need for following changes: - strong trans regional coordination in means of facilitation of utilizing civil protection and military recourses - unification of operative procedures for all actors of the response operation - improvement of communication systems and reducing their vulnerability on environmental factors - establishing regional crisis management and control centers, covering the emergency response activities in affected areas - need of large-scale use of HEMS as well as Police and military helicopters in natural disasters - need for better supply in specialized rescue equipment including recue motorboats, 4 wheels drive recue vehicles and ambulances, snowmobiles, quads in local response units. The main rule of commanding the entire operation is subsidiary. Local coordinating structures should be supported by regional and central governments by supplying necessary recourses. However the operational command should be unified and include all participating units and organizations.

Purpose – This article argues that successful leadership needed for the Creative Economy requires different ways of managing, leading, following, thinking, speaking and acting in the workplace. Design/methodology/approach – The article outlines both the principles and implementation steps and conditions for success. Findings – Five principles are core to the new way of managing: 1. Organizational goal: a shift from an inward-looking goal maximizing shareholder returns to an outward-looking goal of delighting customers profitably. Innovation and transformation are now imperatives. 2. Organizational structure: a shift from managerial command and control to enabling collaboration among diverse self-organizing teams, networks and ecosystems. 3. Coordination of work: a shift from coordinating work by hierarchical bureaucracy with rules, roles, plans and reports to dynamic linking, with iterative approaches to development and direct customer feedback from, and interaction with, teams, networks and ecosystems. 4. Values: a shift from a single-minded preoccupation with profit and efficiency to an embrace of values that will grow the firm and the accompanying ecosystems. 5. Communications: a shift from top-down directives to multi-directional conversations across organizational boundaries about working together on common goals. Practical implications – Offers leaders a roadmap for managing during market phase changes, a complex transformation in human behavior produced by a new way to satisfy consumption needs. Originality/value – It alerts top management of the need both to recognize and anticipate many coming phase changes and explains how to revolutionize the process of managing the response to them in the creative economy.

One of the prevailing approaches to the study of the global economy is the analysis of global city networks based on the activities of multinational firms. Research in this vein generally conceptualises cities as nodes, and the intra-firm relations between them as ties, forming the building blocks for globally scaled interurban networks. While such an approach has provided a valuable heuristic for understanding how cities are globally connected, and how the global economy can be conceived of as a network of cities, there is a lack of understanding as to how and why cities are connected, and which factors contribute to the existence of ties between cities. Here, we explain how five distinct socio-spatial dimensions contribute to global city network structure through their diverse effects on interurban dyads. Based on data from 13,583 multinational firms with 163,821 international subsidiary locations drawn from 208 global securities exchanges, we hypothesise how regional, linguistic, industrial, developmental, and command & control relations may contribute to network structure. We then test these by applying an exponential random graph model (ERGM) to explain how each dimension may contribute to cities’ embeddedness within the overall network. Though all are shown to shape interurban relations to some extent, we find that two cities sharing a common industrial base are more likely to be connected. The ERGM also reveals a strong core-periphery structure in that cities in middle- and low-income countries are more reliant on connectivity than those in high-income countries. Our findings indicate that, despite claims seeking to de-emphasise the top-heavy organisational structure of the global urban economic network, interurban relations are characterised by uneven global development in which socio-spatial embeddedness manifests through a combination of similarity (homophily) and difference (heterophily) as determined by heterogeneous power relationships underlying global systems of production, exchange and consumption.

Behaviour guidance could be challenge in modern paediatric dentistry. A child’s behaviour towards dental treatment varies according to different parenting styles. Authoritative parenting utilizes warmth and nurturance, while at the same time maintaining firm control of the child’s behavior. The authoritarian category is a harsh parenting style in which power-assertive techniques are utilized, including physical punishment, commands and yelling, while lacking warmth and communication. Permissive parents are characterized as having little control over their children while exhibiting great warmth toward them. Behavior guidance techniques are used to alleviate anxiety, nurture a positive dental attitude, and perform quality oral health care safely and efficiently for children. The aim of this paper was to study the influence of parenting style on the child`s behaviour and some factors influenced guidance strategies during the dental treatment. Forty-nine children aged between 3 and 6 years with caries and its complications were examined during this study. These subjects presented to the Community paediatric dental clinic in Poltava. The Primary Caregivers’ Practices Report (PCPR) used in this study to assess the level of parenting style (authoritarian, permissive, and authoritative). The parent was asked to rank each behaviour on a Likert scale of 1-5 (1=Never and 5=Always) as to how often they and their spouse/significant other (if applicable) exhibited each behaviour. The scoring key of the PCPR used to classify parents into one of the three specific parenting styles. Also a child`s behaviour was investigated based on Frankle`s scale. Behaviour guidance strategies during the dental treatment based on recommendations of AAPD. Impact of parenting style on a child`s positive behaviour is evaluated with the Chi-square test months. The level of significance was p<0.05. The dominant authoritarian style was not observed in parents; rate of forty-three parents (87,75%) categorized as predominantly authoritative was higher than rate of six permissive parents (22,25%) (p<0,0001). A half of children of permissive parents showed positive behaviour during dental treatment. Majority of children of authoritative parents demonstrated positive behaviour (67,44%), followed by permissive (32,56%). There was statistically significant difference (р<0,05) between parenting styles in positive behaviour. Strategies used for all children were «tell-show-do», distraction, enhancing control, positive reinforcement (gifts and toys). Voice control used in a case of local anaesthesia. Techniques used for children with negative behaviour were desensitization, parental absence, protective stabilization, and sedation. Enhancing control used to allow the patient with positive behaviour (3 score) to assume an active role in the dental experience; the dentist provides the patient a signal to use if he becomes uncomfortable. Parenting style and kind of dental aid (emergency or planned) have impact on choice of guidance strategy for children with negative behaviour. Authors started management of children of permissive parents with negative behaviour from parent absence, this strategy was successful in one case; desensitisation used if strategy was unsuccessful. 7 children with negative behaviour during the first visit got planned dental aid after psychological desensitisation next visit. Children exposed gradually through a series of sessions to components of the dental appointment: parents examined them at home and children made dental treatment with «Play-Doh Doctor drill and fill». This technique was effective in 6 children of authoritative parents and 1 patient of permissive parents. One child of permissive children and three children of authoritative children got emergency dental aid under sedation. Two children of authoritative parents who need emergency dental aid, have contraindications to general anaesthesia, therefore, protective stabilisation of the patients performed. Planned dental aid under sedation (3 children of authoritative parents), which is one of the methods of positive motivation for treatment, performed if other guidance strategies were unsuccessful. Thus, children of authoritative parents more often showed positive behaviour, whereas permissive parenting style had no impact on child`s behaviour during dental treatment. Choice of guidance strategy depends on the kind of dental aid (planned and emergency), parenting style and child`s behaviour during dental treatment.

The advance of medical technologies since the mid-20th century has enabled to prolong a patient’s life in critical situations, though not all patients would tolerate to undergo such treatment. Therefore, the legal question encompass- ing the problem was to resolve the issue of a patient’s refusal of life-sustaining treatment. Since most of such patients are usually irresponsive and lack legal capacity, a solution featuring a legal document akin to a testament or trust has been proposed in the early 70s. Upon the gist of this document, a patient having full legal capacity would anticipate his/her further incapacitation and command to conduct or refuse medical treatment. His/her will, which is reflected in a «living will» has to be notarized, and upon the jurisprudence of various countries worldwide, though not omnipresently, affirmed by a court in order to avoid fraud and satisfaction of the illegitimate interests of third parties. Despite being introduced in the 1970s, living wills are still seldomly drafted by patients. In such case, when the patient lacking a living will falls incapaci- tated, his/her legal representatives and/or the healthcare institution commence civil proceedings so as to define the future fate of the patient using the concept of a substituted judgment, constructed by the courts upon the evidence of the past beliefs and habits of the said person, which requires extensive witness testimony. Resolving the presumed will of the patient is a very complicated issue, and in terms of lack of evidence, courts are not likely to authorize ter- minating the patient’s treatment, acting with a «negative» presumption to rule so. However, courts still may rule that futile treatment is not of the best interests of the patient (which is frequent in respect with minor patients who were born with major congenital ailments). Therefore, a living will, if legitimately drafted, is considered as a firm evidence of the will of the incapacitated person to continue, or to terminate treatment. The «living will» is an entirely voluntary-drafted document and is void upon the fact of undue influence, like an ordinary testament. The intro- duction of such document into the national legislation requires adopting vari- ous legislative acts, and such document is not legally valid unless provided by appropriate legislation. A living will reflects the will of the patient, not his/her legal representatives, and may not be drafted by them. In rare exemptions, the patient, unable of writing, may dictate the will’s content to a duly authorized person (e.g., a guardianship judge, like in Italy). Thus, the approval of the living will execution is the compliance with the will of the patient concerned: his/her guardian expresses his/her will, and the court affirms it. The control- ling function of the courts is hereby apparent. All in all, the «living will» is a considerable institute of private law, enacted in various countries worldwide and has its legal prospects in Ukraine, as well.

В статье анализируются особенности становления и развития совета директоров в российских компаниях начиная с этапа формирования акционерных обществ в России. Являясь органом корпоративного управления, совет директоров прошел достаточно длительную трансформацию в рамках выполняемых им функций в связи с развитием корпоративных регуляторов в России и стремлением отечественных компаний внедрять наилучшие международные практики корпоративного управления. Авторы выделяют этап «формальных» советов директоров — этап соответствия законодательству РФ, этап стандартизации, на протяжении которого советы директоров развивались в рамках агентской концепции, внедряя независимых директоров и комитеты, повышая свою активность. А также этап сервисной роли советов, развивающийся в рамках ресурсной теории. Методологической базой исследования являются агентская теория корпоративного управления и ресурсная концепция фирмы. В соответствии с агентской теорией (agency theory) американских экономистов М. Дженсена и У. Меклинга [Jensen 1976] менеджеры (агенты) и собственники (принципалы) имеют разные цели по отношению к корпорации. Менеджеры выполняют предпринимательскую функцию, а собственники служат лишь поставщиками капитала, в результате конфликт интересов «агент-принципал» обусловлен серьезной угрозой, что менеджеры, не ощущая контроля со стороны акционеров, используют ресурсы компании в собственных целях. В результате собственники несут агентские издержки — потери, которые связаны с разделением прав собственности и контроля. Методологической базой сервисной роли совета директоров и формирования его интеллектуального капитала является ресурсная концепция фирмы (resource-based view), впервые сформулированная в 1984 г. Бегером Уэмерфельтом [Wernerfelt 1984] и развитая в рамках стратегического менеджмента в 1991 г. отцом ресурсной теории Джей Барни [Barney 1991] . В соответствии с теорией конкурентоспособность и прибыль фирмы зависит от качества, редкости и ценности ее ресурсов. А Дж. Барни определяет необходимость стратегического выбора для менеджмента фирмы в рамках определения, развития и внедрения ключевых ресурсов для максимизации прибыли. Соответственно, ресурсная концепция совета директоров рассматривает его как инструмент обеспечения организации такими ресурсами как информация, капитал и связи [Pfeffer 1978] В работе применены методы анализа и синтеза. В качестве исходных данных для анализа используются статистические данные и результаты рейтингов российского института директоров (РИД); данные, характеризующие деятельность советов директоров ведущих российских корпораций с наивысшим НРКУ, взятые из годовых отчетов, статистические данные опросов PricewaterhourseCoopers и TopCompetence. Результатом исследования является заключение, что компании продолжают совершенствовать характеристики советов директоров в рамках агентской концепции, и этому способствуют инновации в законодательстве — Федеральный закон № 209‑ФЗ «О внесении изменений в Федеральный закон "Об акционерных обществах"» от 19.07.2018, а также декларация о независимости, разработанная Московской Биржей. Авторами выделены качественные проблемы советов директоров: отсутствие диалога с менеджерами, пассивность, недостаточность опыта и необходимых компетенций, отсутствие командной деятельности. Доказан глобальный характер данных проблем и необходимость их решения в рамках ресурсной концепции и построения сбалансированного совета директоров в рамках компетентностной сбалансированности и поведенческой сбалансированности. Последняя информированность, командность, самообучаемость и самокритичность. Авторы предполагают необходимость дальнейших исследований в рамках применения компетентностного подхода к формированию и развития советов директоров, а также психологических инструментариев. The article analyzes the features of the formation and development of the board of directors in Russian companies starting from the stage of formation of joint-stock companies in Russia. As a corporate governance body, the board of directors has undergone a fairly lengthy transformation within the framework of its functions in connection with the development of corporate regulators in Russia and the desire of domestic companies to implement the best international corporate governance practices. The authors distinguish the stage of “formal” boards of directors - the stage of compliance with the legislation of the Russian Federation, the stage of standardization, during which the boards of directors developed within the framework of the agency concept, introducing independent directors and committees, increasing their activity. And also the stage of the service role of councils, which develops within the framework of the resource theory. The methodological basis of the research is the agency theory of corporate governance and the firm's resource concept. According to the agency theory of American economists M. Jensen and W. Meckling [Jensen 1976], managers (agents) and owners (principals) have different goals in relation to the corporation. Managers perform an entrepreneurial function, and owners serve only as suppliers of capital, as a result, the conflict of interests "agent-principal" is caused by a serious threat that managers, not feeling control by shareholders, use the company's resources for their own purposes. As a result, owners incur agency costs – losses associated with the separation of ownership and control. The methodological basis of the service role of the board of directors and the formation of its intellectual capital is the resource-based view of the firm, first formulated in 1984 by Beger Wernerfelt [Wernerfelt 1984] and developed within the framework of strategic management in 1991 by the father of resource theory, Jay Barney [Barney 1991]. According to the theory, the competitiveness and profit of a firm depends on the quality, rarity and value of its resources. And J. Barney defines the need for strategic choices for the management of the firm in the definition, development and implementation of key resources to maximize profits. Accordingly, the resource concept of the board of directors views it as a tool for providing the organization with resources such as information, capital and connections [Pfeffer 1978] The methods of analysis and synthesis are used in the work. Statistical data and the results of ratings of the Russian Institute of Directors (RID) are used as the initial data for the analysis; data characterizing the activities of the boards of directors of leading Russian corporations with the highest NRCS, taken from annual reports, statistical data from the PricewaterhourseCoopers and TopCompetence surveys. The result of the study is the conclusion that companies continue to improve the characteristics of boards of directors within the framework of the agency concept, and this is facilitated by innovations in legislation - Federal Law No. 209-FZ "On Amendments to the Federal Law "On Joint Stock Companies" dated 19.07.2018, as well as the declaration on independence, developed by the Moscow Exchange. The authors highlighted the qualitative problems of boards of directors: lack of dialogue with managers, passivity, lack of experience and necessary competencies, lack of team activity. The global nature of these problems and the need to solve them within the framework of the resource concept and building a balanced board of directors within the framework of competence balance and behavioral balance have been proved. The latter presupposes friendliness, trust, managerial courage of council members, awareness, command, self-learning and self-criticism. The authors suggest the need for further research in the framework of the competence-based approach to the formation and development of boards of directors, as well as psychological tools.

Promoting high-quality economic development with high-level ecological protection is one of the most important tasks in China’s new stage of development. The improvement of enterprise performance is the micro-foundation of high-quality economic development, while environmental regulations aim to reduce the negative effect of economic development on the environment. Consequently, the microeconomic effects of environmental regulation have received widespread attention in academia. Previous studies have emphasized the effect of environmental regulations on firm performance but have not reached a consensus and lack of insight on the combined effects of different types of environmental regulation. This study aims to fill this gap by considering the heterogeneity of environmental regulations and the effect of the interaction between heterogeneous environmental regulations on enterprise performance. To reveal the relationship between the different types of environmental regulations and the performance of manufacturing enterprises, and the possible impact mechanism, this study uses the fixed effect model to test the impact of different environmental regulations on the performance of manufacturing enterprises, the mediation effect model is used to check whether or not an environmental regulation affects the performance of manufacturing enterprises by improving the level of technological innovation of enterprises, and the moderating effect model is used to examine the impact of the interaction between different environmental regulations on the performance of manufacturing enterprises. The results show that command-and-control environmental regulation inhibits the performance improvement of manufacturing enterprises, while a market-based environmental regulation enhances performance by improving the technological innovation level of enterprises. Market-based environmental regulation will alleviate the disincentive effect of command-control environmental regulation on the performance of manufacturing enterprise.

AbstractUsing a large sample of enterprises from a survey that was simultaneously conducted in Germany, Austria and Switzerland, we study the self-reported impacts of the adoption of “green” energy saving and related technologies (GETs). Our specific interest is in how different policy instruments associate with energy efficiency, the reduction of $$\hbox {CO}_{2}$$ CO 2 emissions, and competitiveness at the firm level. A first set of equations tracks how policy relates to the adoption of green energy technologies in distinct areas such as production, transport, buildings, ICT or renewables. In a second set of equations, we test the perceived impacts of adoption by the managers of the firms. The results confirm a differentiated pattern of varied transmission mechanisms through which policy can affect energy efficiency and $$\hbox {CO}_{2}$$ CO 2 emissions, while on average having a neutral impact on the firms’ competitiveness. Further, discarding the conventional dichotomy between incentive-based versus command-and-control type instruments, the results suggest to pursue a comprehensive policy mix, where standards, taxes and subsidies each capitalize on different transmission mechanisms.

Lamidi Adedibu, until his death on June 11, 2008, maintained a firm grip on the Peoples Democratic Party’s machinery in Oyo state, Nigeria. He effectively deployed his political connections with Abuja to control party executives, commissioners, and local government bosses and their resources. His Molete home became a rallying point for sectional leaders for lobby and patronage. With a large pool of foot soldiers, the ‘garrison commander’ planned, executed and won elections, including the impeachment of his estranged godson, Rasidi Ladoja. His political tentacles were intimidating to the extent that it was suicidal to dare the ‘garrison commander’. Adedibu passed on before the 2011 polls. This paper attempts an examination of the remote and immediate causes of PDP crises. Data were gathered using both primary and secondary sources. The findings revealed that Adedibu’s demise before the polls created a leadership tussle within his political dynasty. The lacuna so created led to the search for the missing focal point. Governor Adebayo Alao-Akala’s second-term ambition and his centralised leadership style further polarised the party. A puny attempt to reconcile the disintegrating forces collapsed and weakened the political chances of the PDP. The Ibadan factor, unresolved internal wrangling, the conflict between Akala and the Alaafin of Oyo, and the defection of Rasidi Ladoja to contest the polls militated against the victory of PDP in the post-Adedibu era. The lack of mastery of Oyo politics which characterised the Adedibu era, is the missing link in the post-Adedibu PDP

The execution of globally distributed information technology service projects (GDITP) by globally distributed teams, while inherently complex, offers the advantages of swift implementation and seamless service delivery to global clients. The numerous challenges including the intangibility of customer specifications, the iterative nature of information technology (IT) activities and coordination difficulties arising from diverse teams contribute to complexity in managing these projects. Moreover, the organizational complexity is compounded by competing power centres, turning project delivery into a politically contested process. In traditional projects such as construction or customized manufacturing, overcoming aforementioned challenges through strong top-down leadership is typical in many time-bound projects. However, in the realm of IT projects, which are inherently people-centric, enforcing a command-and-control environment is challenging. Communities-of-practice (CoP) offer an alternative structure that engages highly skilled employees in a collaborative community, navigating the challenges posed by IT projects. Our study explores this innovative approach, focusing on a product firm effectively leveraging CoPs to successfully execute global service projects. Delving into the functioning of CoPs, our research illustrates how they scale up using both formal and informal networks to meet diverse global customer requirements. Despite operating globally, CoPs exhibit emergent collective mindfulness, adapting tools, processes and products to the demands of the projects. The study also details how the organization manages complexity while adhering to product architecture and a uniform project framework.

Purpose Integrating economic and green initiatives into firm strategies is a challenge for firms in various industries. The study aims to incorporate multiple views, i.e. green innovation theory (GIT), the green institutional perspective (GIP) and the natural-resource-based view (NRBV), to develop a comprehensive model to explore why and how firms implement green product innovation (GPI). Design/methodology/approach The study explores the relationships among institutional pressure, the firm's green resources and GPI. The research also distinguishes two different types of GPI: exploratory GPI and exploitative GPI. A total of 270 valid questionnaires were collected from electrical and electronics manufacturers in Taiwan. The authors employed structural equation modeling (SEM) using analysis of moment structures (AMOS) 23.0 to test the hypotheses. Findings The results show that institutional pressure has a significant positive correlation with the firm's green resources. Furthermore, institutional pressure has a significantly positive influence on exploratory GPI and exploitative GPI, respectively. The firm's green resources also have a significantly positive effect on both exploratory GPI and exploitative GPI. In addition, institutional pressures have significantly positive indirect effect on both exploratory GPI and exploitative GPI. Research limitations/implications Economic benefits and environmental sustainability are the most pressing issues faced by the electrical and electronics industry today. The study's investigation covers Taiwanese electrical and electronics manufacturers only, so the test of the research model has limited generalizability. The authors suggest that to expand the generalizability of the findings, future research should examine this model in the context of other regions such as Southeast Asia, Africa, South America, etc. Practical implications The study has many interesting implications for both practitioners and policymakers. The authors' findings suggest that while Taiwanese electrical and electronics manufacturers face significant pressure from customers, competitors and regulation requirements (e.g. waste electrical and electronic equipment [WEEE], restriction of hazardous substances [RoHS] and energy using product [EuP] directives), firms in that sector should efficiently and effectively deploy their green resources and then perform proper GPI (e.g. exploratory GPI or exploitative GPI). These results also serve as a reminder to policymakers that balancing coercive (command-and-control) mechanisms with incentives and voluntary mechanisms is the best means by which to develop motivational and effective GPI policies. Originality/value First and foremost, the paper divides GPI into exploratory GPI and exploitative GPI. Furthermore, the research incorporates two important schools of thought, i.e. the GIP and NRBV, thus providing a more holistic view by which to explore why and how companies adopt GPI.

This paper describes the design and implementation of a rudimentary graphics processor, called GRAFIX, intended for use in a simple handheld gaming console. The processor is a part of a laboratory in an undergraduate course on Digital Systems Design 2 (DSD2) [1-2]. The GRAFIX processor can perform two different operations: (a) drawing an individual pixel, and (b) drawing a line using the Bresenham line drawing algorithm.The DSD2 course provides foundational material on discrete mathematics and the theory of modern very-large switching circuits. It presents computer engineering students with a firm foundation in the modern theory of optimal logic design. It illustrates some applications through formal characterization of combiniational functions and sequential machines, using contemporary techniques for the automatic synthesis and diagnosis of digital systems. It discusses (i) the design of VLSI systems with problems and approaches; (ii) gound-up development of algebraic structures, lattices, Boolean algebras for a generalized switching theory; (iii) exact optimization of two-level switching functions; (iv) heuristic techniques for the optimization of two-level logic circuits; (v) analysis, synthesis and optimization of complemented binary decision diagrams (BDDs) [3]; and (vi) provides design examples throughout the course.This fairly high-level lab design of a graphics processor is possible because the students have acquired the necessary prerequisite knowledge from previous courses. None of the courses, however, has attempted to develop a complete processor of such scale. The machine specifications include: (a) interfacing of the host to the GRAFIX unit may be synchronous or asynchronous (one must be selected and the consequences of the choice must be discussed); (b) the frame buffer can be either a single port memory or a dual port memory (again, one must be selected, and the consequences of the choice must be discussed); (c) interfacing of the GRAFIX unit to the frame buffer may be synchronous or asynchronous. The GRAFIX lab is split into four sessions: (i) familiarization with tools and design of the arithmetic logic unit (ALU) for GRAFIX, (ii) design of its Data Path Unit (DPU), (iii) design of its Computing Control Unit (CCU), and (iv) integration and testing.The objectives of those sessions are to learn how to (a) formulate an architecture of a simple graphics processor, (b) formulate an appropriate ALU, (c) formulate a DPU and CCU, (d) formulate a Command Interpreter, (e) formulate an Controller/Sequencer, (f) formulate the CCU interfacing with the GRAFIX I/O and with the DPU, (g) construct test procedures for each unit and incremental testing, (h) construct a supervisory module to provide the completed GRAFIX processor with test input, (i) integrate the system, (j) test operation of the GRAFIX processor, and (k) describe the system. VERILOG is used as the hardware-description language of choice.The paper provides a detailed description of the architecture of the graphics processor, its design and implementation, as well as experience from running the laboratory many times.

SuicideGirls.com In September 2001 two entrepreneurs Missy (coal-black Betty Page bangs and numerous tattoos) and Sean launched SuicideGirls.com. With their backgrounds in graphic design, programming and photography, they came up with the idea of launching an alternative adult site that started out as “a kind of an art project” — it grew out of an interest in Bunny Yeager’s pinup photos, where the control and attitude of the sexy women were emphasized, only now it was about pierced and tattooed females. Missy describes the portrayal of women on the site in the following words: The site is about the girls being in control and being in charge of how they’re portrayed. It’s also proof that sexuality and beauty aren’t mutually exclusive of intelligence, and we wanted to showcase all of the girls, but leave people guessing a little bit. There’s no need to go full-blown porno. SuicideGirls.com is an adult community that offers a mix of eroticism, creativity, personality and intelligence. SuicideGirls is about so-called empowered eroticism; it provides a site where girls outside of mainstream culture can express their individual style through soft erotic images, and web logs. Every week the site introduces new SuicideGirls, every day new pictures are added; a full national calendar of events is frequently updated and is searchable by location, date or keyword — members can be looked up by name, age, location or keywords; the site also features a magazine section with original fiction, articles and interviews with celebrities. What makes this site especially interesting is that each SuicideGirl has her own page featuring a pertinent profile with personal information such as age, stats, body mods, favorite books, music, sex positions, and current crushes. She can also put up pictures and video materials — including a web cam — of herself, express her thoughts and share her daily experiences in a blog, comment on other blogs and message boards, chat in designated chat rooms, and organize online and offline events. Kate78, Texan-born, is a regular blogger. She writes about her studies in Kansas City, a city she has come to hate after she learned that her car insurance could only be renewed in Texas. She describes herself as a “punk rock chick” — illustrated by pictures that show her with long spiky hair; she has got her nose pierced and her many tattoos — and a “suicidegirl”. There are plenty of blogs — e.g. LiveJournal, Blogspot, Punklog — where girls write about wanting to become a SuicideGirl. The girls are mainly motivated by a wish to share their bodily art paralleled by a sense of being in control over their image and admirers (they keep control over the photo sets and shoots). SuicideGirls.com is foremost an online community and therefore girls from all over the world can potentially become a SuicideGirl, as long as they have access to the Internet in order to publish to their personal page. These girls are in charge of their own online presentation, supported by a lively community where both women and men interact by reading and posting to the girls and each other’s blogs. In addition, members of the site can also post local events to the SuicideGirl calendar or the message boards, comment on pictures, and even hook up with one another. With the ability for members to create their own page, with their own profile picture and personal information, members can search for one another based on location, age, sex and personal preferences. Indeed, not only the SuicideGirls themselves have online pages to fill: subscribers to SuicideGirls.com have similar ‘privileges’, with the exception that they have to pay a small fee of $4 per month — though they can never refer to themselves as SuicideGirl: anyone entering the site has to log in as either ‘SuicideGirl’ or ‘Member’. Thus, SuicideGirls.com mixes a DIY attitude with alternative culture — especially Gothic, Punk and Emo — resulting in an appealing grassroots approach to sexuality that is of interest to both women and men. At the same time, the public identity of a SuicideGirl is constructed within a particular textual context dependent on commercial drivers. Through attracting fans on the basis of her “autonomous” self-representation — Goth fans, for instance — she brings in customers, raising questions about the tensions between “grassroots” self-representation and corporate branding. Collaborative Eroticism as Business Model We should document the interactions that occur among media consumers, between media consumers and media texts and between media consumers and media producers. The new participatory culture is taking shape at the intersection between three trends: 1) new tools and technologies enable consumers to archive, annotate, appropriate and re-circulate media content; 2) a range of subcultures promote do-it-yourself (DIY) media production, a discourse that shapes how consumers have deployed those technologies; and 3) economic trends favoring the horizontally integrated media conglomerates encourage the flow of images, ideas and narratives across multiple media channels and demand more active modes of spectatorship” (Jenkins 157). Traditionally the organization of economic production is based on the idea that individuals order their productive activities either on managerial hierarchies, or on production that is based on market prices (Benkler). Peer production represents a new mode of organizing that is not based on relations of dependence (managerial hierarchies) nor relations of independence (markets) rather peer production involves relations of interdependence. Peer production is a heterarchy characterized by relations of minimal hierarchy and by organizational heterogeneity (Stark). While traditionally structured organizations attempt to maximize internal order and control by enforcing a hierarchical system and establishing standards and clear lines of authority (Powell), heterarchies exist through permitting and even fostering a diversity of organizational logics and minimizing conformity (Chan). With the introduction of Mosaic and the Pentium chip in the mid-1990s the notion of the organization of production profoundly changed. The Internet could be used for more than looking up information or sending email. Instead, it offers a structure where participants are not organized by managerial hierarchies nor governed by price signals rather where people formed networks to collaborate in open source software projects or effectively constructing ‘user-created search engines’ for the exchange of e.g., music files, games (KaZaA, Gnutella), news and chat. While the present moment is marked by a legal standoff between robust communities of users (cultural co-producers) and the established media industry (particularly the music and film industry), some elements of the corporate media world have taken a different approach, embracing the new technological use rather than attempting to outlaw it. These corporations have found their way to online participatory networks and are attempting to use them for their own good. For instance, companies like Coca-Cola, BMW, and Apple offer online spaces – often in the form of thinly veiled advertisements (‘advertainment’) – where people can play games, watch movies, share files and the like in order to create or promote a company’s product, service or brand. They crucially rely upon blurring the boundaries between production, distribution and consumption, encouraging the target audience to work for them. Whether by playing games with embedded advertising, or inadvertently sending marketing information back to advertisers, or simply by passing advertising texts within one’s circle of friends, the target audience and the larger dynamic of participatory networks are ‘used’ by corporations to achieve their ends. SuicideGirls.com is a good example example of this emerging mode of (commons-based) peer production in a digitally networked environment – i.e. groups of individuals who participate in online shared spaces driven by diverse motivations, and serving corporate as well as community needs. The SuicideGirls’ blogs are the shared currency that binds SuicideGirls.com and its erotic consumers together as a “community”: SuicideGirls.com taps into online communities by enabling collaborative eroticism. Moving beyond adult entertainment, this trend of using blogs for commercial purposes raises interesting questions regarding, on the one hand, the cultural status of online blogging from a commercial perspective, e.g., how should we consider the cultural status of artifacts such as blogs that have commerce at the core of their identity: Can we speak of a displacement of aesthetic experience by the branding experience, or might these two experiences be seen as part of a continuum?; and, on the other hand, regarding participatory culture in a commercially mediated environment: e.g., What is the status of b2c, c2c, and p2p in a commercially structured network; What are the implications for user appropriation? The answers to these questions among others studied by various academic disciplines may contribute to the building of a framework for examining the consequences of this strategic shift towards relating to, reaching out to and linking online customers in a commercial web (b)log. Acknowledgement Anja Rau, thank you for your feedback. References Banerjee, A. “A Simple Model of Herd Behavior.” Quarterly Journal of Economics 1992: 797-817. Barabási, A. L. Linked: The New Science of Networks. Cambridge, MA: Perseus Publishing, 2002. Benkler, Y. “Coase’s Penguin, or, Linux and The Nature of the Firm.” Yale Law Journal, Winter v.04.3 2002-03. http://personal.uncc.edu/alblanch/SOVC.pdf. http://www.dcs.napier.ac.uk/~mm/socbytes/feb2002_i/9.html Castells, M. The Rise of the Network Society. Oxford: Blackwell, 2000. Castells, M. The Internet Galaxy: Reflections on the Internet, Business and Society. Oxford: Oxford University Press, 2001. Chan, A. Collaborative News Networks: Distributed Editing, Collective Action, and the Construction of Online News on Slashdot.org. Thesis M.Sc. at MIT’s Comparative Media Studies, 2002). http://www.marketing.unsw.edu.au/HTML/mktresearch/workingpapers/Cowley_Rossiter02_6.pdf http://www.xdreze.org/vitae1.pfd Du Gay, P.& Pryke, M. Cultural Economy. London: Sage Publications, 2002. Dyer, R., Stars (Revised). London: British Film Institute, 1998. Hagel, J. & Armstrong, A. Net Gain: Expanding Markets Through Virtual Communities. USA: McKinsey & Company, Inc., 1997.; Hebditch, D. and Anning, N. Porn Gold: Inside the Pornography Business. London: Faber & Faber, 1988. Jenkins, H. “Interactive audiences?” In Harries, D., ed. The New Media Book. London: British Film Institute, 2002. Kottler, P. Marketing Management: The Millennium Edition. Upper Saddle River, NJ: Prentice Hall, 2000. Mayzlin, D. Promotional Chat on the Internet. PhD dissertation, MIT, Sloan School of Management, 2001. Oram, A. Peer-To-Peer: Harnessing the Power of Disruptive Technologies. Sebastopol: O’Reilly & Associates, 2001. O’Toole, L. Pornocopia: Porn, Sex, Technology and Desire. London: Serpent’s Tail, 1998. Pine, J. and Gilmore, J. The Experience Economy: Work is Theatre & Every Business a Stage. Boston: Harvard Business School Press, 1999. Powell, W. “Neither Market nor Hierarchy: Network Forms of Organization.” Research in Organizational Behavior, 12, 1990: 295-336. Schmitt, B. & Simonson, A. Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. New York: The Free Press, 1997. Slater, D. Consumer Culture and Modernity. Cambridge: Polity Press, 1997.Slater, D. and Tonkiss, F. Market Society: Markets and Modern Social Theory. Cambridge: Polity Press, 2001. http://www.stanford.edu/~woodyp/papers/capitalist_firm.pdf Stone, A. R. The War of Desire and Technology at the Close of the Mechanical Age. Cambridge, MA: MIT Press, 1996. Sunstein C. Behavioral Law and Economics. Cambridge University Press, 2000. Thompson, J.B. The Media and Modernity: A Social Theory of the Media. Cambridge: Polity Press, 1995. Watts, D. and Strogatz, S. “Collective Dynamics of ‘Small-World’ Networks.” Nature, 393, 1998: 440-442. Williams, L. Hard Core: Power, Pleasure and the ‘Frenzy of the Visible’. London: Pandora Press, 1990. MLA Style Van der Graf, Shenja. "Blogging Business: SuicideGirls.com." M/C Journal 7.4 (2004). 10 October 2004 <http://www.media-culture.org.au/0410/07_suicide.php>. APA Style Van der Graf, S. (2004 Oct 11). Blogging Business: SuicideGirls.com, M/C Journal, 7(4). Retrieved Oct 10 2004 from <http://www.media-culture.org.au/0410/07_suicide.php>

This paper seeks to situate 'chat' in the context of an evolving media-scape. I will argue that for at least a century and half new media have been expanding the spatial scale of communications, and in so doing altering the local contexts in which individuals communicate. This development is closely aligned with the genesis and evolution of an urban form that is itself significantly reliant on these new types of mediated communication. Individuals pursuing their everyday life in this environment must, as a matter of course, negotiate a complex array of media and communications. In doing so, they must also move through a range of media spaces on a continuum from the local to the global. Chat -- defined here as informal face-to-face conversation conducted in the familiarity of a shared context1 -- is a form of communication that seems to have persisted despite the changes noted above. Chat, then, provides a point of comparison from which to assess the effect of mediated communication. It also provides a link to a local communications space. I will argue that this local communications space is where individuals 'make sense' of a communications environment that operates primarily on a scale well beyond the local and well beyond that which most of us can hope to affect. The Rise of the Global, the Decline of the Local Carey (1981) argues that in the United States during the 19th century, as local communications were supplanted by a centralised national communications grid, local cultures and local politics were also supplanted. For Carey, the example of the telegraph is particularly relevant. He notes that the telegraph enabled communication to move faster than transportation for the first time (Communications as Culture 204-5). Giving the example of the trading of commodities, Carey argues that this property made the telegraph a powerful agent of decentralisation. The speed with which the telegraph could deliver business information allowed it to eliminate spatial differences by connecting all places within its network on an equal basis. In his words, "the telegraph puts everyone in the same place for the purposes of trade; it made geography irrelevant" (Communications as Culture 217). Yet despite this property of the medium of telegraphy, the establishment of a telegraph system in the United States only served to reinforce the dominance of New York as the central hub in the national network of transport and communications. The predominance of New York was established as early as the 1840s with the development of significant canal and railroad systems and although: this pattern of information movement has been importantly altered since the 1840s, its persistence, at least in outline, is even more striking ... despite the enormous size of the United States, a particular pattern of geographic concentration developed that gave inordinate power to certain urban centres. This development undercut local and regional culture. (Carey, "Culture, Geography, and Communications" 82)2 Thus the new medium of telegraphy expanded the scale of communication, bringing with it both the capacity to extend the individual beyond his or her own locality and the ability to make a particular locality and the individuals in it irrelevant. Carey concludes that the way electronic communications were initially deployed in the United States intensified the strength of the central communications hub. This increased the spatial extension and power of some at the hub, but with powerful and negative consequences for many local communities. McLuhan similarly emphasised the transformative power particularly of electronic communications, as illustrated in his now famous statement: In a culture like ours, long accustomed to splitting and dividing all things as a means of control, it is sometimes a bit of a shock to be reminded that the medium is the message. This is merely to say that the personal and social consequences of any medium -- that is, of any extension of ourselves -- result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology. (McLuhan 15) The Rise of the Urban and a More Mediated Local Context Baldastry's study The Commercialisation of News in the Nineteenth Century shows a similar triumph of a medium able to command an expanded spatial reach over a more localised medium. It also demonstrates the changing role of media in the social relations of an increasingly urbanised population. Baldastry contrasts an earlier and more local partisan press with what was, then, an emergent large scale, fully commercial press (Baldastry 139). While the partisan newspapers of the earlier part of the 19th century needed to raise money to publish, their primary motivation was politics. The partisan press expressed strong views and assumed an already existing stock of knowledge embedded in the small community which formed its readership: The prototypical partisan newspaper of the Jacksonian era had a small circulation (a few hundred), appeared weekly, and circulated within its own region. Its readers were the inhabitants of small villages and towns, and local farmers. Word of mouth supplied the everyday news. (Baldastry 49) Increased urbanisation during the 19th century created a large, more easily accessible and more literate mass market for newspapers and their advertisers. By the 1850s, virtually every family in New York City was buying a newspaper. By 1880, six cities consumed 50% of the country's daily sheets (Baldastry 49). At the same time urban dwellers had a greater need for the news of events in their cities because the greater complexity of social organisation and weakened face-to-face ties meant it could not be provided in the traditional way. It could be said that urbanisation created new roles for the newspaper as the surveyor and synthesiser of large and dispersed urban populations (Baldastry 142). Following Berland, it can also be argued that the mass circulation commercial newspaper was also a constituent element in this urban form.3 The new media space provided by the mass circulation newspaper can be seen as an enabling element in the new form of social and spatial organisation present in the city. From this perspective, the evolution of the mass circulation press was both a response to and an agent in the rapid expansion of large metropolitan centres. Local News Mediating the Global in Local Terms There is little doubt that the complexity, scale and amount of mediation has increased significantly since these times. It is, then, interesting to reflect on the role that chat, particularly face-to-face chat, continues to play in a more intensely mediated society. In a world where so much social interaction occurs through communications media, chat may be a subversive element to a certain extent. Its happenstance form is 'other' to mediated communications. It produces its own communicative space in a random and ad-hoc manner. It lies outside the market and the state. However, mediated communications form an important context for chat. In particular, I believe that the role that chat may play in empowering individuals as they traverse this increasingly complex media scape will be reinforced by the availability of local media, with news media being a critical example of local media. The local news, weather, sport and advertising carried by local newspapers and the local windows of radio and television are all important contexts for chat. One of the reasons for this is that we can assume some level of shared knowledge or interest about these topics. At one level, a globalised media may bring us all together; for example, United States produced film and television programming might provide something to chat about for people of many nations and across most localities within Australia. However, for most of us, the realm of our personal effectivity -- what we can hope to influence and what affects us -- is highly local in character. As the preceding discussion points out, and as supported by analysis of Australian media4, the economics of media mean that continued viability of local news can not be guaranteed. In contemplating the absence of local news media it is instructive to think of the gap this creates between the places where the big decisions are made -- the State, national and global metropoles -- and the reporting of the effects of these decisions in our various locales. While it is easy enough to criticise local media for being parochial (what media isn't?) such a gap is profoundly dis-empowering. Also absent is any active construction of the local; that is, the binding together which comes from near universal access to media with a local context. One example of how local news media can work to both construct a local identity and to act as an intermediary between the local and the global is provided by Richardson in her analysis of Tamworth's local newspaper. She argues that by constructing a local 'world view' the local newspaper exerts a strong influence on how people make sense of global phenomena. While not necessarily cohering with the reality of life in Tamworth, this local 'world view' significantly influences the way local people deal with a world beyond the town which is in many ways threatening. Thus, through the pages of the local news "the country has actually appropriated even assimilated many of the notions that are most often associated with change [globalisation] in today's society, it also seems that this assimilation is on the country's terms" (Richardson 4). Unmediated chat may then be viewed as a sort of micro-local communication5. It operates on a much smaller scale than even local news media. However, local media may well be a significant resource used by people chatting about, trying to make sense of and seeking to act in a world in which communications media are becoming increasingly global. Chat is then one aspect of a complex communications environment where individuals routinely navigate through a range of media spaces -- from the most local through to the most global -- in the course of a day. It can also be seen as a potential site for subversion, appropriation and assimilation of communications and media operating on larger scales. The notion of 'transition discourse', introduced by Wills, may be a productive way of beginning to think about this issue. Transition discourses are the processes of temporary cultures that are essential to explain change. Thus, transition discourses are also temporary mannerisms and body techniques of 'habitus'. "Habitus refers to specialised techniques and ingrained knowledges which enable people to negotiate the different departments of existence" (Wills 3, qtd. in Craik). Both chat and local media may then serve as transition discourses, helping us to assimilate a constantly changing media-scape. Footnotes Communications media such as the telephone and e-mail support types of chat that do not fit this definition. These contexts are worthy of separate investigation. It is relevant to note that Carey's (1981) work is in turn influenced by the Canadian communications theorist, Harold Innis. Innis was not only a seminal communications theorist in his own right but also a major influence on the more famous Marshall McLuhan. In particular, Carey's argument that technological innovation in the medium of communications is central to social change draws on Innis's binary opposition between space binding and time binding media. Here any given medium is biased in terms of control of time or of space. Importantly for this discussion, time-binding media are associated very closely with oral culture, while space-binding media such as the telegraph are associated with demise of oral culture. For example, stone tablets are difficult to transport but durable and thus time-biased; while paper is easy to transport, but far less durable and thus space-biased. This bias will affect the type of social organisation possible and promote the growth of some types of institutions at the expense of others. Space-binding media facilitate the growth of empire because they "encourage a concern with expansion and the present ... the growth of the state, the military, and decentralised and expansionist institutions" (Carey, "Harold Innis and Marshall McLuhan" 275). On the other hand, time-binding media are said to encourage a concern with cultural maintenance, the past, religion, hierarchical organisation and contractionist institutions (Carey, "Harold Innis and Marshall McLuhan" 275). Berland's argument is based on the example of the spatial impact of television on the suburban form of cities in the post World War Two era. See O'Regan and Frankland for discussions of the impact of changes within broadcast television on locality specific content in regional Australia and in the capital cities. It is, in part, dependent upon the way we move through the physical space of our towns and suburbs. References Baldastry, Gerald. The Commercialization of the News in the 19th Century. Wisconsin: U of Wisconsin P, 1992. Berland, Jody. "Angels Dancing: Cultural Technologies and the Production of Space." Cultural Studies. Ed. Lawrence Grossberg. New York: Routledge, 1992. 38-55. Carey, James. Communications as Culture. London: Unwin Hyman, 1989. ---. "Culture, Geography, and Communications: The Work of Harold Innis in an American Context." Culture, Communication and Dependency. W. Melody, L. Salter, and P. Heyer, eds. New Jersey: Ablex, 1981. 73-91. ---. "Harold Innis and Marshall McLuhan." McLuhan Pro and Con. Ed. R. Rosenthal. Baltimore: Pelican, 1969. 270-308. Craik, J. The Face of Fashion: Cultural Studies in Fashion. London: Routledge, 1994. Frankland, Mark. "Australian Television as Communications Space, Programming Space and Public Space." Unpublished doctoral dissertation, La Trobe University, Melbourne, 1999. Innis, Harold. Empire and Communications. London: Oxford UP, 1950. McLuhan, Marshall. Understanding the Media: The Extensions of Man. London: Sage, 1967. Warwick Mules. "Virtual Culture, Time and Images: Beyond Representation." M/C: A Journal of Media and Culture 3.2 (2000). 19 Aug. 2000 <http://www.api-network.com/mc/0005/images.php>. O'Regan, Tom."Towards a High Communication Policy: Assessing Recent Changes within Australian Broadcasting." Continuum 2.1 (1988): 135-58. Catherine Richardson. "The Politics of a Country Culture: State of Mind or State of Being?" M/C: A Journal of Media and Culture 3.2 (2000). 19 Aug. 2000 <http://www.api-network.com/mc/0005/country.php>. Nadine Wills. "Clothing Borders: Transition Discourses, National Costumes and the Boundaries of Culture." M/C: A Journal of Media and Culture 3.2 (2000). 19 Aug. 2000 <http://www.api-network.com/mc/0005/clothing.php>. Citation reference for this article MLA style: Mark Frankland. "Chatting in the Neighbourhood -- Does It Have a Place in the World of Globalised Media?." M/C: A Journal of Media and Culture 3.4 (2000). [your date of access] <http://www.api-network.com/mc/0008/media.php>. Chicago style: Mark Frankland, "Chatting in the Neighbourhood -- Does It Have a Place in the World of Globalised Media?," M/C: A Journal of Media and Culture 3, no. 4 (2000), <http://www.api-network.com/mc/0008/media.php> ([your date of access]). APA style: Mark Frankland. (2000) Chatting in the neighbourhood -- does it have a place in the world of globalised media?. M/C: A Journal of Media and Culture 3(4). <http://www.api-network.com/mc/0008/media.php> ([your date of access]).

The release in 2004 of Gurinder Chadha’s Bride and Prejudice marked yet another contribution to celluloid’s Austen mania that began in the 1990s and is still going strong. Released almost simultaneously on three different continents (in the UK, US, and India), and in two different languages (English and Hindi), Bride and Prejudice, however, is definitely not another Anglo-American period costume drama. Described by one reviewer as “East meets West”, Chadha’s film “marries a characteristically English saga [Austen’s Pride and Prejudice] with classic Bollywood format “transforming corsets to saris, … the Bennetts to the Bakshis and … pianos to bhangra beats” (Adarsh). Bride and Prejudice, thus, clearly belongs to the upcoming genre of South Asian cross-over cinema in its diasporic incarnation. Such cross-over cinema self-consciously acts as a bridge between at least two distinct cinematic traditions—Hollywood and Bollywood (Indian Hindi cinema). By taking Austen’s Pride and Prejudice as her source text, Chadha has added another dimension to the intertextuality of such cross-over cinema, creating a complex hybrid that does not fit neatly into binary hyphenated categories such as “Asian-American cinema” that film critics such as Mandal invoke to characterise diaspora productions. An embodiment of contemporary globalised (post?)coloniality in its narrative scope, embracing not just Amritsar and LA, but also Goa and London, Bride and Prejudice refuses to fit into a neat East versus West cross-cultural model. How, then, are we to classify this film? Is this problem of identity indicative of postmodern indeterminacy of meaning or can the film be seen to occupy a “third” space, to act as a postcolonial hybrid that successfully undermines (neo)colonial hegemony (Sangari, 1-2)? To answer this question, I will examine Bride and Prejudice as a mimic text, focusing specifically on its complex relationship with Bollywood conventions. According to Gurinder Chadha, Bride and Prejudice is a “complete Hindi movie” in which she has paid “homage to Hindi cinema” through “deliberate references to the cinema of Manoj Kumar, Raj Kapoor, Yash Chopra and Karan Johar” (Jha). This list of film makers is associated with a specific Bollywood sub-genre: the patriotic family romance. Combining aspects of two popular Bollywood genres, the “social” (Prasad, 83) and the “romance” (Virdi, 178), this sub-genre enacts the story of young lovers caught within complex familial politics against the backdrop of a nationalist celebration of Indian identity. Using a cinematic language that is characterised by the spectacular in both its aural and visual aspects, the patriotic family romance follows a typical “masala” narrative pattern that brings together “a little action and some romance with a touch of comedy, drama, tragedy, music, and dance” (Jaikumar). Bride and Prejudice’s successful mimicry of this language and narrative pattern is evident in film reviews consistently pointing to its being very “Bollywoodish”: “the songs and some sequences look straight out of a Hindi film” says one reviewer (Adarsh), while another wonders “why this talented director has reduced Jane Austen’s creation to a Bollywood masala film” (Bhaskaran). Setting aside, for the moment, these reviewers’ condemnation of such Bollywood associations, it is worthwhile to explore the implications of yoking together a canonical British text with Indian popular culture. According to Chadha, this combination is made possible since “the themes of Jane Austen’s novels are a ‘perfect fit’ for a Bollywood style film” (Wray). Ostensibly, such a comment may be seen to reinforce the authority of the colonial canonical text by affirming its transnational/transhistorical relevance. From this perspective, the Bollywood adaptation not only becomes a “native” tribute to the colonial “master” text, but also, implicitly, marks the necessary belatedness of Bollywood as a “native” cultural formation that can only mimic the “English book”. Again, Chadha herself seems to subscribe to this view: “I chose Pride and Prejudice because I feel 200 years ago, England was no different than Amritsar today” (Jha). The ease with which the basic plot premise of Pride and Prejudice—a mother with grown-up daughters obsessed with their marriage—transfers to a contemporary Indian setting does seem to substantiate this idea of belatedness. The spatio-temporal contours of the narrative require changes to accommodate the transference from eighteenth-century English countryside to twenty-first-century India, but in terms of themes, character types, and even plot elements, Bride and Prejudice is able to “mimic” its master text faithfully. While the Bennets, Bingleys and Darcy negotiate the relationship between marriage, money and social status in an England transformed by the rise of industrial capitalism, the Bakshis, Balraj and, yes, Will Darcy, undertake the same tasks in an India transformed by corporate globalisation. Differences in class are here overlaid with those in culture as a middle-class Indian family interacts with wealthy non-resident British Indians and American owners of multinational enterprises, mingling the problems created by pride in social status with prejudices rooted in cultural insularity. However, the underlying conflicts between social and individual identity, between relationships based on material expediency and romantic love, remain the same, clearly indicating India’s belated transition from tradition to modernity. It is not surprising, then, that Chadha can claim that “the transposition [of Austen to India] did not offend the purists in England at all” (Jha). But if the purity of the “master” text is not contaminated by such native mimicry, then how does one explain the Indian anglophile rejection of Bride and Prejudice? The problem, according to the Indian reviewers, lies not in the idea of an Indian adaptation, but in the choice of genre, in the devaluation of the “master” text’s cultural currency by associating it with the populist “masala” formula of Bollywood. The patriotic family romance, characterised by spectacular melodrama with little heed paid to psychological complexity, is certainly a far cry from the restrained Austenian narrative that achieves its dramatic effect exclusively through verbal sparring and epistolary revelations. When Elizabeth and Darcy’s quiet walk through Pemberley becomes Lalita and Darcy singing and dancing through public fountains, and the private economic transaction that rescues Lydia from infamy is translated into fisticuff between Darcy and Wickham in front of an applauding cinema audience, mimicry does smack too much of mockery to be taken as a tribute. It is no wonder then that “the news that [Chadha] was making Bride and Prejudice was welcomed with broad grins by everyone [in Britain] because it’s such a cheeky thing to do” (Jha). This cheekiness is evident throughout the film, which provides a splendid over-the-top cinematic translation of Pride and Prejudice that deliberately undermines the seriousness accorded to the Austen text, not just by the literary establishment, but also by cinematic counterparts that attempt to preserve its cultural value through carefully constructed period pieces. Chadha’s Bride and Prejudice, on the other hand, marries British high culture to Indian popular culture, creating a mimic text that is, in Homi Bhabha’s terms, “almost the same, but not quite” (86), thus undermining the authority, the primacy, of the so-called “master” text. This postcolonial subversion is enacted in Chadha’s film at the level of both style and content. If the adaptation of fiction into film is seen as an activity of translation, of a semiotic shift from one language to another (Boyum, 21), then Bride and Prejudice can be seen to enact this translation at two levels: the obvious translation of the language of novel into the language of film, and the more complex translation of Western high culture idiom into the idiom of Indian popular culture. The very choice of target language in the latter case clearly indicates that “authenticity” is not the intended goal here. Instead of attempting to render the target language transparent, making it a non-intrusive medium that derives all its meaning from the source text, Bride and Prejudice foregrounds the conventions of Bollywood masala films, forcing its audience to grapple with this “new” language on its own terms. The film thus becomes a classic instance of the colony “talking back” to the metropolis, of Caliban speaking to Prospero, not in the language Prospero has taught him, but in his own native tongue. The burden of responsibility is shifted; it is Prospero/audiences in the West that have the responsibility to understand the language of Bollywood without dismissing it as gibberish or attempting to domesticate it, to reduce it to the familiar. The presence in Bride and Prejudice of song and dance sequences, for example, does not make it a Hollywood musical, just as the focus on couples in love does not make it a Hollywood-style romantic comedy. Neither The Sound of Music (Robert Wise, 1965) nor You’ve Got Mail (Nora Ephron, 1998) corresponds to the Bollywood patriotic family romance that combines various elements from distinct Hollywood genres into one coherent narrative pattern. Instead, it is Bollywood hits like Dilwale Dulhaniya Le Jayenge (Aditya Chopra, 1995) and Pardes (Subhash Ghai, 1997) that constitute the cinema tradition to which Bride and Prejudice belongs, and against which backdrop it needs to be seen. This is made clear in the film itself where the climactic fight between Darcy and Wickham is shot against a screening of Manoj Kumar’s Purab Aur Paschim (East and West) (1970), establishing Darcy, unequivocally, as the Bollywood hero, the rescuer of the damsel in distress, who deserves, and gets, the audience’s full support, denoted by enthusiastic applause. Through such intertextuality, Bride and Prejudice enacts a postcolonial reversal whereby the usual hierarchy governing the relationship between the colony and the metropolis is inverted. By privileging through style and explicit reference the Indian Bollywood framework in Bride and Prejudice, Chadha implicitly minimises the importance of Austen’s text, reducing it to just one among several intertextual invocations without any claim to primacy. It is, in fact, perfectly possible to view Bride and Prejudice without any knowledge of Austen; its characters and narrative pattern are fully comprehensible within a well-established Bollywood tradition that is certainly more familiar to a larger number of Indians than is Austen. An Indian audience, thus, enjoys a home court advantage with this film, not the least of which is the presence of Aishwarya Rai, the Bollywood superstar who is undoubtedly the central focus of Chadha’s film. But star power apart, the film consolidates the Indian advantage through careful re-visioning of specific plot elements of Austen’s text in ways that clearly reverse the colonial power dynamics between Britain and India. The re-casting of Bingley as the British Indian Balraj re-presents Britain in terms of its immigrant identity. White British identity, on the other hand, is reduced to a single character—Johnny Wickham—which associates it with a callous duplicity and devious exploitation that provide the only instance in this film of Bollywood-style villainy. This re-visioning of British identity is evident even at the level of the film’s visuals where England is identified first by a panning shot that covers everything from Big Ben to a mosque, and later by a snapshot of Buckingham Palace through a window: a combination of its present multicultural reality juxtaposed against its continued self-representation in terms of an imperial tradition embodied by the monarchy. This reductionist re-visioning of white Britain’s imperial identity is foregrounded in the film by the re-casting of Darcy as an American entrepreneur, which effectively shifts the narratorial focus from Britain to the US. Clearly, with respect to India, it is now the US which is the imperial power, with London being nothing more than a stop-over on the way from Amritsar to LA. This shift, however, does not in itself challenge the more fundamental West-East power hierarchy; it merely indicates a shift of the imperial centre without any perceptible change in the contours of colonial discourse. The continuing operation of the latter is evident in the American Darcy’s stereotypical and dismissive attitude towards Indian culture as he makes snide comments about arranged marriages and describes Bhangra as an “easy dance” that looks like “screwing in a light bulb with one hand and patting a dog with the other.” Within the film, this cultural snobbery of the West is effectively challenged by Lalita, the Indian Elizabeth, whose “liveliness of mind” is exhibited here chiefly through her cutting comebacks to such disparaging remarks, making her the film’s chief spokesperson for India. When Darcy’s mother, for example, dismisses the need to go to India since yoga and Deepak Chopra are now available in the US, Lalita asks her if going to Italy has become redundant because Pizza Hut has opened around the corner? Similarly, she undermines Darcy’s stereotyping of India as the backward Other where arranged marriages are still the norm, by pointing out the eerie similarity between so-called arranged marriages in India and the attempts of Darcy’s own mother to find a wife for him. Lalita’s strategy, thus, is not to invert the hierarchy by proving the superiority of the East over the West; instead, she blurs the distinction between the two, while simultaneously introducing the West (as represented by Darcy and his mother) to the “real India”. The latter is achieved not only through direct conversational confrontations with Darcy, but also indirectly through her own behaviour and deportment. Through her easy camaraderie with local Goan kids, whom she joins in an impromptu game of cricket, and her free-spirited guitar-playing with a group of backpacking tourists, Lalita clearly shows Darcy (and the audience in the West) that so-called “Hicksville, India” is no different from the so-called cosmopolitan sophistication of LA. Lalita is definitely not the stereotypical shy retiring Indian woman; this jean-clad, tractor-riding gal is as comfortable dancing the garbha at an Indian wedding as she is sipping marguerites in an LA restaurant. Interestingly, this East-West union in Aishwarya Rai’s portrayal of Lalita as a modern Indian woman de-stabilises the stereotypes generated not only by colonial discourse but also by Bollywood’s brand of conservative nationalism. As Chadha astutely points out, “Bride and Prejudice is not a Hindi film in the true sense. That rikshawallah in the front row in Patna is going to say, ‘Yeh kya hua? Aishwarya ko kya kiya?’ [What did you do to Aishwarya?]” (Jha). This disgruntlement of the average Indian Hindi-film audience, which resulted in the film being a commercial flop in India, is a result of Chadha’s departures from the conventions of her chosen Bollywood genre at both the cinematic and the thematic levels. The perceived problem with Aishwarya Rai, as articulated by the plaintive question of the imagined Indian viewer, is precisely her presentation as a modern (read Westernised) Indian heroine, which is pretty much an oxymoron within Bollywood conventions. In all her mainstream Hindi films, Aishwarya Rai has conformed to these conventions, playing the demure, sari-clad, conventional Indian heroine who is untouched by any “anti-national” western influence in dress, behaviour or ideas (Gangoli,158). Her transformation in Chadha’s film challenges this conventional notion of a “pure” Indian identity that informs the Bollywood “masala” film. Such re-visioning of Bollywood’s thematic conventions is paralleled, in Bride and Prejudice, with a playfully subversive mimicry of its cinematic conventions. This is most obvious in the song-and-dance sequences in the film. While their inclusion places the film within the Bollywood tradition, their actual picturisation creates an audio-visual pastiche that freely mingles Bollywood conventions with those of Hollywood musicals as well as contemporary music videos from both sides of the globe. A song, for example, that begins conventionally enough (in Bollywood terms) with three friends singing about one of them getting married and moving away, soon transforms into a parody of Hollywood musicals as random individuals from the marketplace join in, not just as chorus, but as developers of the main theme, almost reducing the three friends to a chorus. And while the camera alternates between mid and long shots in conventional Bollywood fashion, the frame violates the conventions of stylised choreography by including a chaotic spill-over that self-consciously creates a postmodern montage very different from the controlled spectacle created by conventional Bollywood song sequences. Bride and Prejudice, thus, has an “almost the same, but not quite” relationship not just with Austen’s text but also with Bollywood. Such dual-edged mimicry, which foregrounds Chadha’s “outsider” status with respect to both traditions, eschews all notions of “authenticity” and thus seems to become a perfect embodiment of postcolonial hybridity. Does this mean that postmodern pastiche can fulfill the political agenda of postcolonial resistance to the forces of globalised (neo)imperialism? As discussed above, Bride and Prejudice does provide a postcolonial critique of (neo)colonial discourse through the character of Lalita, while at the same time escaping the trap of Bollywood’s explicitly articulated brand of nationalism by foregrounding Lalita’s (Westernised) modernity. And yet, ironically, the film unselfconsciously remains faithful to contemporary Bollywood’s implicit ideological framework. As most analyses of Bollywood blockbusters in the post-liberalisation (post-1990) era have pointed out, the contemporary patriotic family romance is distinct from its earlier counterparts in its unquestioning embrace of neo-conservative consumerist ideology (Deshpande, 187; Virdi, 203). This enthusiastic celebration of globalisation in its most recent neo-imperial avatar is, interestingly, not seen to conflict with Bollywood’s explicit nationalist agenda; the two are reconciled through a discourse of cultural nationalism that happily co-exists with a globalisation-sponsored rampant consumerism, while studiously ignoring the latter’s neo-colonial implications. Bride and Prejudice, while self-consciously redefining certain elements of this cultural nationalism and, in the process, providing a token recognition of neo-imperial configurations, does not fundamentally question this implicit neo-conservative consumerism of the Bollywood patriotic family romance. This is most obvious in the film’s gender politics where it blindly mimics Bollywood conventions in embodying the nation as a woman (Lalita) who, however independent she may appear, not only requires male protection (Darcy is needed to physically rescue Lakhi from Wickham) but also remains an object of exchange between competing systems of capitalist patriarchy (Uberoi, 207). At the film’s climax, Lalita walks away from her family towards Darcy. But before Darcy embraces the very willing Lalita, his eyes seek out and receive permission from Mr Bakshi. Patriarchal authority is thus granted due recognition, and Lalita’s seemingly bold “independent” decision remains caught within the politics of patriarchal exchange. This particular configuration of gender politics is very much a part of Bollywood’s neo-conservative consumerist ideology wherein the Indian woman/nation is given enough agency to make choices, to act as a “voluntary” consumer, within a globalised marketplace that is, however, controlled by the interests of capitalist patriarchy. The narrative of Bride and Prejudice perfectly aligns this framework with Lalita’s project of cultural nationalism, which functions purely at the personal/familial level, but which is framed at both ends of the film by a visual conjoining of marriage and the marketplace, both of which are ultimately outside Lalita’s control. Chadha’s attempt to appropriate and transform British “Pride” through subversive postcolonial mimicry, thus, ultimately results only in replacing it with an Indian “Bride,” with a “star” product (Aishwarya Rai / Bride and Prejudice / India as Bollywood) in a splendid package, ready for exchange and consumption within the global marketplace. All glittering surface and little substance, Bride and Prejudice proves, once again, that postmodern pastiche cannot automatically double as politically enabling postcolonial hybridity (Sangari, 23-4). References Adarsh, Taran. “Balle Balle! From Amritsar to L.A.” IndiaFM Movie Review 8 Oct. 2004. 19 Feb. 2007 http://indiafm.com/movies/review/7211/index.html>. Austen, Jane. Pride and Prejudice. 1813. New Delhi: Rupa and Co., 1999. Bhabha, Homi. “Of Mimicry and Man: The Ambivalence of Colonial Discourse.” The Location of Culture. Routledge: New York, 1994. 85-92. Bhaskaran, Gautam. “Classic Made Trivial.” The Hindu 15 Oct. 2004. 19 Feb. 2007 http://www.hinduonnet.com/thehindu/fr/2004/10/15/stories/ 2004101502220100.htm>. Boyum, Joy Gould. Double Exposure: Fiction into Film. Calcutta: Seagull Books, 1989. Bride and Prejudice. Dir. Gurinder Chadha. Perf. Aishwarya Ray and Martin Henderson. Miramax, 2004. Deshpande, Sudhanva. “The Consumable Hero of Globalized India.” Bollyworld: Popular Indian Cinema through a Transnational Lens. Eds. Raminder Kaur and Ajay J. Sinha. New Delhi: Sage, 2005. 186-203. Gangoli, Geetanjali. “Sexuality, Sensuality and Belonging: Representations of the ‘Anglo-Indian’ and the ‘Western’ Woman in Hindi Cinema.” Bollyworld: Popular Indian Cinema through a Transnational Lens. Eds. Raminder Kaur and Ajay J. Sinha. New Delhi: Sage, 2005. 143-162. Jaikumar, Priya. “Bollywood Spectaculars.” World Literature Today 77.3/4 (2003): n. pag. Jha, Subhash K. “Bride and Prejudice is not a K3G.” The Rediff Interview 30 Aug. 2004. 19 Feb. 2007 http://in.rediff.com/movies/2004/aug/30finter.htm>. Mandal, Somdatta. Film and Fiction: Word into Image. New Delhi: Rawat Publications, 2005. Prasad, M. Madhava. Ideology of the Hindi Film: A Historical Construction. New Delhi: Oxford UP, 1998. Sangari, Kumkum. Politics of the Possible: Essays on Gender, History, Narratives, Colonial English. New Delhi: Tulika, 1999. Uberoi, Patricia. Freedom and Destiny: Gender, Family, and Popular Culture in India. New Delhi: Oxford UP, 2006. Virdi, Jyotika. The Cinematic Imagination: Indian Popular Films as Social History. Delhi: Permanent Black, 2003. Wray, James. “Gurinder Chadha Talks Bride and Prejudice.” Movie News 7 Feb. 2005. 19 Feb. http://movies.monstersandcritics.com/news/article_4163.php/ Gurinder_Chadha_Talks_Bride_and_Prejudice>. Citation reference for this article MLA Style Mathur, Suchitra. "From British “Pride” to Indian “Bride”: Mapping the Contours of a Globalised (Post?)Colonialism." M/C Journal 10.2 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0705/06-mathur.php>. APA Style Mathur, S. (May 2007) "From British “Pride” to Indian “Bride”: Mapping the Contours of a Globalised (Post?)Colonialism," M/C Journal, 10(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0705/06-mathur.php>.

Newspapers and the 7:15 Showing Cinemagoing involves planning. Even in the most impromptu instances, one has to consider meeting places, line-ups and competing responsibilities. One arranges child care, postpones household chores, or rushes to finish meals. One must organise transportation and think about routes, traffic, parking or public transit. And during the course of making plans for a trip to the cinema, whether alone or in the company of others, typically one turns to locate a recent newspaper. Consulting its printed page lets us ascertain locations, a selection of film titles and their corresponding show times. In preparing to feed a cinema craving, we burrow through a newspaper to an entertainment section, finding a tableau of information and promotional appeals. Such sections compile the mini-posters of movie advertisements, with their truncated credits, as well as various reviews and entertainment news. We see names of shopping malls doubling as names of theatres. We read celebrity gossip that may or may not pertain to the film selected for that occasion. We informally rank viewing priorities ranging from essential theatrical experiences to those that can wait for the videotape release. We attempt to assess our own mood and the taste of our filmgoing companions, matching up what we suppose are appropriate selections. Certainly, other media vie to supplant the newspaper's role in cinemagoing; many now access on-line sources and telephone services that offer the crucial details about start times. Nonetheless, as a campaign by the Newspaper Association of America in Variety aimed to remind film marketers, 80% of cinemagoers refer to newspaper listings for times and locations before heading out. The accuracy of that association's statistics notwithstanding, for the moment, the local daily or weekly newspaper has a secure place in the routines of cinematic life. A basic impetus for the newspaper's role is its presentation of a schedule of show times. Whatever the venue -- published, phone or on-line -- it strikes me as especially telling that schedules are part of the ordinariness of cinemagoing. To be sure, there are those who decide what film to see on site. Anecdotally, I have had several people comment recently that they no longer decide what movie to see, but where to see a (any) movie. Regardless, the schedule, coupled with the theatre's location, figures as a point of coordination for travel through community space to a site of film consumption. The choice of show time is governed by countless demands of everyday life. How often has the timing of a film -- not the film itself, the theatre at which it's playing, nor one's financial situation --determined one's attendance? How familiar is the assessment that show times are such that one cannot make it, that the film begins a bit too earlier, that it will run too late for whatever reason, and that other tasks intervene to take precedence? I want to make several observations related to the scheduling of film exhibition. Most generally, it makes manifest that cinemagoing involves an exercise in the application of cinema knowledge -- that is, minute, everyday facilities and familiarities that help orchestrate the ordinariness of cultural life. Such knowledge informs what Michel de Certeau characterises as "the procedures of everyday creativity" (xiv). Far from random, the unexceptional decisions and actions involved with cinemagoing bear an ordering and a predictability. Novelty in audience activity appears, but it is alongside fairly exact expectations about the event. The schedule of start times is essential to the routinisation of filmgoing. Displaying a Fordist logic of streamlining commodity distribution and the time management of consumption, audiences circulate through a machine that shapes their constituency, providing a set time for seating, departure, snack purchases and socialising. Even with the staggered times offered by multiplex cinemas, schedules still lay down a fixed template around which other activities have to be arrayed by the patron. As audiences move to and through the theatre, the schedule endeavours to regulate practice, making us the subjects of a temporal grid, a city context, a cinema space, as well as of the film itself. To be sure, one can arrive late and leave early, confounding the schedule's disciplining force. Most importantly, with or without such forms of evasion, it channels the actions of audiences in ways that consideration of the gaze cannot address. Taking account of the scheduling of cinema culture, and its implication of adjunct procedures of everyday life, points to dimensions of subjectivity neglected by dominant theories of spectatorship. To be the subject of a cinema schedule is to understand one assemblage of the parameters of everyday creativity. It would be foolish to see cinema audiences as cattle, herded and processed alone, in some crude Gustave LeBon fashion. It would be equally foolish not to recognise the manner in which film distribution and exhibition operates precisely by constructing images of the activity of people as demographic clusters and generalised cultural consumers. The ordinary tactics of filmgoing are supplemental to, and run alongside, a set of industrial structures and practices. While there is a correlation between a culture industry's imagined audience and the life that ensues around its offerings, we cannot neglect that, as attention to film scheduling alerts us, audiences are subjects of an institutional apparatus, brought into being for the reproduction of an industrial edifice. Streamline Audiences In this, film is no different from any culture industry. Film exhibition and distribution relies on an understanding of both the market and the product or service being sold at any given point in time. Operations respond to economic conditions, competing companies, and alternative activities. Economic rationality in this strategic process, however, only explains so much. This is especially true for an industry that must continually predict, and arguably give shape to, the "mood" and predilections of disparate and distant audiences. Producers, distributors and exhibitors assess which films will "work", to whom they will be marketed, as well as establish the very terms of success. Without a doubt, much of the film industry's attentions act to reduce this uncertainty; here, one need only think of the various forms of textual continuity (genre films, star performances, etc.) and the economies of mass advertising as ways to ensure box office receipts. Yet, at the core of the operations of film exhibition remains a number of flexible assumptions about audience activity, taste and desire. These assumptions emerge from a variety of sources to form a brand of temporary industry "commonsense", and as such are harbingers of an industrial logic. Ien Ang has usefully pursued this view in her comparative analysis of three national television structures and their operating assumptions about audiences. Broadcasters streamline and discipline audiences as part of their organisational procedures, with the consequence of shaping ideas about consumers as well as assuring the reproduction of the industrial structure itself. She writes, "institutional knowledge is driven toward making the audience visible in such a way that it helps the institutions to increase their power to get their relationship with the audience under control, and this can only be done by symbolically constructing 'television audience' as an objectified category of others that can be controlled, that is, contained in the interest of a predetermined institutional goal" (7). Ang demonstrates, in particular, how various industrially sanctioned programming strategies (programme strips, "hammocking" new shows between successful ones, and counter-programming to a competitor's strengths) and modes of audience measurement grow out of, and invariably support, those institutional goals. And, most crucially, her approach is not an effort to ascertain the empirical certainty of "actual" audiences; instead, it charts the discursive terrain in which the abstract concept of audience becomes material for the continuation of industry practices. Ang's work tenders special insight to film culture. In fact, television scholarship has taken full advantage of exploring the routine nature of that medium, the best of which deploys its findings to lay bare configurations of power in domestic contexts. One aspect has been television time and schedules. For example, David Morley points to the role of television in structuring everyday life, discussing a range of research that emphasises the temporal dimension. Alerting us to the non- necessary determination of television's temporal structure, he comments that we "need to maintain a sensitivity to these micro-levels of division and differentiation while we attend to the macro-questions of the media's own role in the social structuring of time" (265). As such, the negotiation of temporal structures implies that schedules are not monolithic impositions of order. Indeed, as Morley puts it, they "must be seen as both entering into already constructed, historically specific divisions of space and time, and also as transforming those pre-existing division" (266). Television's temporal grid has been address by others as well. Paddy Scannell characterises scheduling and continuity techniques, which link programmes, as a standardisation of use, making radio and television predictable, 'user friendly' media (9). John Caughie refers to the organization of flow as a way to talk about the national particularities of British and American television (49-50). All, while making their own contributions, appeal to a detailing of viewing context as part of any study of audience, consumption or experience; uncovering the practices of television programmers as they attempt to apprehend and create viewing conditions for their audiences is a first step in this detailing. Why has a similar conceptual framework not been applied with the same rigour to film? Certainly the history of film and television's association with different, at times divergent, disciplinary formations helps us appreciate such theoretical disparities. I would like to mention one less conspicuous explanation. It occurs to me that one frequently sees a collapse in the distinction between the everyday and the domestic; in much scholarship, the latter term appears as a powerful trope of the former. The consequence has been the absenting of a myriad of other -- if you will, non-domestic -- manifestations of everyday-ness, unfortunately encouraging a rather literal understanding of the everyday. The impression is that the abstractions of the everyday are reduced to daily occurrences. Simply put, my minor appeal is for the extension of this vein of television scholarship to out-of-home technologies and cultural forms, that is, other sites and locations of the everyday. In so doing, we pay attention to extra-textual structures of cinematic life; other regimes of knowledge, power, subjectivity and practice appear. Film audiences require a discussion about the ordinary, the calculated and the casual practices of cinematic engagement. Such a discussion would chart institutional knowledge, identifying operating strategies and recognising the creativity and multidimensionality of cinemagoing. What are the discursive parameters in which the film industry imagines cinema audiences? What are the related implications for the structures in which the practice of cinemagoing occurs? Vectors of Exhibition Time One set of those structures of audience and industry practice involves the temporal dimension of film exhibition. In what follows, I want to speculate on three vectors of the temporality of cinema spaces (meaning that I will not address issues of diegetic time). Note further that my observations emerge from a close study of industrial discourse in the U.S. and Canada. I would be interested to hear how they are manifest in other continental contexts. First, the running times of films encourage turnovers of the audience during the course of a single day at each screen. The special event of lengthy anomalies has helped mark the epic, and the historic, from standard fare. As discussed above, show times coordinate cinemagoing and regulate leisure time. Knowing the codes of screenings means participating in an extension of the industrial model of labour and service management. Running times incorporate more texts than the feature presentation alone. Besides the history of double features, there are now advertisements, trailers for coming attractions, trailers for films now playing in neighbouring auditoriums, promotional shorts demonstrating new sound systems, public service announcements, reminders to turn off cell phones and pagers, and the exhibitor's own signature clips. A growing focal point for filmgoing, these introductory texts received a boost in 1990, when the Motion Picture Association of America changed its standards for the length of trailers, boosting it from 90 seconds to a full two minutes (Brookman). This intertextuality needs to be supplemented by a consideration of inter- media appeals. For example, advertisements for television began appearing in theatres in the 1990s. And many lobbies of multiplex cinemas now offer a range of media forms, including video previews, magazines, arcades and virtual reality games. Implied here is that motion pictures are not the only media audiences experience in cinemas and that there is an explicit attempt to integrate a cinema's texts with those at other sites and locations. Thus, an exhibitor's schedule accommodates an intertextual strip, offering a limited parallel to Raymond Williams's concept of "flow", which he characterised by stating -- quite erroneously -- "in all communication systems before broadcasting the essential items were discrete" (86-7). Certainly, the flow between trailers, advertisements and feature presentations is not identical to that of the endless, ongoing text of television. There are not the same possibilities for "interruption" that Williams emphasises with respect to broadcasting flow. Further, in theatrical exhibition, there is an end-time, a time at which there is a public acknowledgement of the completion of the projected performance, one that necessitates vacating the cinema. This end-time is a moment at which the "rental" of the space has come due; and it harkens a return to the street, to the negotiation of city space, to modes of public transit and the mobile privatisation of cars. Nonetheless, a schedule constructs a temporal boundary in which audiences encounter a range of texts and media in what might be seen as limited flow. Second, the ephemerality of audiences -- moving to the cinema, consuming its texts, then passing the seat on to someone else -- is matched by the ephemerality of the features themselves. Distributors' demand for increasing numbers of screens necessary for massive, saturation openings has meant that films now replace one another more rapidly than in the past. Films that may have run for months now expect weeks, with fewer exceptions. Wider openings and shorter runs have created a cinemagoing culture characterised by flux. The acceleration of the turnover of films has been made possible by the expansion of various secondary markets for distribution, most importantly videotape, splintering where we might find audiences and multiplying viewing contexts. Speeding up the popular in this fashion means that the influence of individual texts can only be truly gauged via cross-media scrutiny. Short theatrical runs are not axiomatically designed for cinemagoers anymore; they can also be intended to attract the attention of video renters, purchasers and retailers. Independent video distributors, especially, "view theatrical release as a marketing expense, not a profit center" (Hindes & Roman 16). In this respect, we might think of such theatrical runs as "trailers" or "loss leaders" for the video release, with selected locations for a film's release potentially providing visibility, even prestige, in certain city markets or neighbourhoods. Distributors are able to count on some promotion through popular consumer- guide reviews, usually accompanying theatrical release as opposed to the passing critical attention given to video release. Consequently, this shapes the kinds of uses an assessment of the current cinema is put to; acknowledging that new releases function as a resource for cinema knowledge highlights the way audiences choose between and determine big screen and small screen films. Taken in this manner, popular audiences see the current cinema as largely a rough catalogue to future cultural consumption. Third, motion picture release is part of the structure of memories and activities over the course of a year. New films appear in an informal and ever-fluctuating structure of seasons. The concepts of summer movies and Christmas films, or the opening weekends that are marked by a holiday, sets up a fit between cinemagoing and other activities -- family gatherings, celebrations, etc. Further, this fit is presumably resonant for both the industry and popular audiences alike, though certainly for different reasons. The concentration of new films around visible holiday periods results in a temporally defined dearth of cinemas; an inordinate focus upon three periods in the year in the U.S. and Canada -- the last weekend in May, June/July/August and December -- creates seasonal shortages of screens (Rice-Barker 20). In fact, the boom in theatre construction through the latter half of the 1990s was, in part, to deal with those short-term shortages and not some year-round inadequate seating. Configurations of releasing colour a calendar with the tactical manoeuvres of distributors and exhibitors. Releasing provides a particular shape to the "current cinema", a term I employ to refer to a temporally designated slate of cinematic texts characterised most prominently by their newness. Television arranges programmes to capitalise on flow, to carry forward audiences and to counter-programme competitors' simultaneous offerings. Similarly, distributors jostle with each other, with their films and with certain key dates, for the limited weekends available, hoping to match a competitor's film intended for one audience with one intended for another. Industry reporter Leonard Klady sketched some of the contemporary truisms of releasing based upon the experience of 1997. He remarks upon the success of moving Liar, Liar (Tom Shadyac, 1997) to a March opening and the early May openings of Austin Powers: International Man of Mystery (Jay Roach, 1997) and Breakdown (Jonathan Mostow, 1997), generally seen as not desirable times of the year for premieres. He cautions against opening two films the same weekend, and thus competing with yourself, using the example of Fox's Soul Food (George Tillman, Jr., 1997) and The Edge (Lee Tamahori, 1997). While distributors seek out weekends clear of films that would threaten to overshadow their own, Klady points to the exception of two hits opening on the same date of December 19, 1997 -- Tomorrow Never Dies (Roger Spottiswoode, 1997) and Titanic (James Cameron, 1997). Though but a single opinion, Klady's observations are a peek into a conventional strain of strategising among distributors and exhibitors. Such planning for the timing and appearance of films is akin to the programming decisions of network executives. And I would hazard to say that digital cinema, reportedly -- though unlikely -- just on the horizon and in which texts will be beamed to cinemas via satellite rather than circulated in prints, will only augment this comparison; releasing will become that much more like programming, or at least will be conceptualised as such. To summarize, the first vector of exhibition temporality is the scheduling and running time; the second is the theatrical run; the third is the idea of seasons and the "programming" of openings. These are just some of the forces streamlining filmgoers; the temporal structuring of screenings, runs and film seasons provides a material contour to the abstraction of audience. Here, what I have delineated are components of an industrial logic about popular and public entertainment, one that offers a certain controlled knowledge about and for cinemagoing audiences. Shifting Conceptual Frameworks A note of caution is in order. I emphatically resist an interpretation that we are witnessing the becoming-film of television and the becoming-tv of film. Underneath the "inversion" argument is a weak brand of technological determinism, as though each asserts its own essential qualities. Such a pat declaration seems more in line with the mythos of convergence, and its quasi-Darwinian "natural" collapse of technologies. Instead, my point here is quite the opposite, that there is nothing essential or unique about the scheduling or flow of television; indeed, one does not have to look far to find examples of less schedule-dependent television. What I want to highlight is that application of any term of distinction -- event/flow, gaze/glance, public/private, and so on -- has more to do with our thinking, with the core discursive arrangements that have made film and television, and their audiences, available to us as knowable and different. So, using empirical evidence to slide one term over to the other is a strategy intended to supplement and destabilise the manner in which we draw conclusions, and even pose questions, of each. What this proposes is, again following the contributions of Ien Ang, that we need to see cinemagoing in its institutional formation, rather than some stable technological, textual or experiential apparatus. The activity is not only a function of a constraining industrial practice or of wildly creative patrons, but of a complex inter-determination between the two. Cinemagoing is an organisational entity harbouring, reviving and constituting knowledge and commonsense about film commodities, audiences and everyday life. An event of cinema begins well before the dimming of an auditorium's lights. The moment a newspaper is consulted, with its local representation of an internationally circulating current cinema, its listings belie a scheduling, an orderliness, to the possible projections in a given location. As audiences are formed as subjects of the current cinema, we are also agents in the continuation of a set of institutions as well. References Ang, Ien. Desperately Seeking the Audience. New York: Routledge, 1991. Brookman, Faye. "Trailers: The Big Business of Drawing Crowds." Variety 13 June 1990: 48. Caughie, John. "Playing at Being American: Games and Tactics." Logics of Television: Essays in Cultural Criticism. Ed. Patricia Mellencamp. Bloomington: Indiana UP, 1990. De Certeau, Michel. The Practice of Everyday Life. Trans. Steve Rendall. Berkeley: U of California P, 1984. Hindes, Andrew, and Monica Roman. "Video Titles Do Pitstops on Screens." Variety 16-22 Sep. 1996: 11+. Klady, Leonard. "Hitting and Missing the Market: Studios Show Savvy -- or Just Luck -- with Pic Release Strategies." Variety 19-25 Jan. 1998: 18. Morley, David. Television, Audiences and Cultural Studies. New York: Routledge, 1992. Newspaper Association of America. "Before They See It Here..." Advertisement. Variety 22-28 Nov. 1999: 38. Rice-Barker, Leo. "Industry Banks on New Technology, Expanded Slates." Playback 6 May 1996: 19-20. Scannell, Paddy. Radio, Television and Modern Life. Oxford: Blackwell, 1996. Williams, Raymond. Television: Technology and Cultural Form. New York: Schocken, 1975. Citation reference for this article MLA style: Charles Acland. "Matinees, Summers and Opening Weekends: Cinemagoing Audiences as Institutional Subjects." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/cinema.php>. Chicago style: Charles Acland, "Matinees, Summers and Opening Weekends: Cinemagoing Audiences as Institutional Subjects," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/cinema.php> ([your date of access]). APA style: Charles Acland. (2000) Matinees, Summers and Opening Weekends: Cinemagoing Audiences as Institutional Subjects. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/cinema.php> ([your date of access]).

The Australian Government has been actively evaluating how best to merge the functions of the Australian Communications Authority (ACA) and the Australian Broadcasting Authority (ABA) for around two years now. Broadly, the reason for this is an attempt to keep pace with the communications media transformations we reduce to the term “convergence.” Mounting pressure for restructuring is emerging as a site of turf contestation: the possibility of a regulatory “one-stop shop” for governments (and some industry players) is an end game of considerable force. But, from a public interest perspective, the case for a converged regulator needs to make sense to audiences using various media, as well as in terms of arguments about global, industrial, and technological change. This national debate about the institutional reshaping of media regulation is occurring within a wider global context of transformations in social, technological, and politico-economic frameworks of open capital and cultural markets, including the increasing prominence of international economic organisations, corporations, and Free Trade Agreements (FTAs). Although the recently concluded FTA with the US explicitly carves out a right for Australian Governments to make regulatory policy in relation to existing and new media, considerable uncertainty remains as to future regulatory arrangements. A key concern is how a right to intervene in cultural markets will be sustained in the face of cultural, politico-economic, and technological pressures that are reconfiguring creative industries on an international scale. While the right to intervene was retained for the audiovisual sector in the FTA, by contrast, it appears that comparable unilateral rights to intervene will not operate for telecommunications, e-commerce or intellectual property (DFAT). Blurring Boundaries A lack of certainty for audiences is a by-product of industry change, and further blurs regulatory boundaries: new digital media content and overlapping delivering technologies are already a reality for Australia’s media regulators. These hypothetical media usage scenarios indicate how confusion over the appropriate regulatory agency may arise: 1. playing electronic games that use racist language; 2. being subjected to deceptive or misleading pop-up advertising online 3. receiving messaged imagery on your mobile phone that offends, disturbs, or annoys; 4. watching a program like World Idol with SMS voting that subsequently raises charging or billing issues; or 5. watching a new “reality” TV program where products are being promoted with no explicit acknowledgement of the underlying commercial arrangements either during or at the end of the program. These are all instances where, theoretically, regulatory mechanisms are in place that allow individuals to complain and to seek some kind of redress as consumers and citizens. In the last scenario, in commercial television under the sector code, no clear-cut rules exist as to the precise form of the disclosure—as there is (from 2000) in commercial radio. It’s one of a number of issues the peak TV industry lobby Commercial TV Australia (CTVA) is considering in their review of the industry’s code of practice. CTVA have proposed an amendment to the code that will simply formalise the already existing practice . That is, commercial arrangements that assist in the making of a program should be acknowledged either during programs, or in their credits. In my view, this amendment doesn’t go far enough in post “cash for comment” mediascapes (Dwyer). Audiences have a right to expect that broadcasters, production companies and program celebrities are open and transparent with the Australian community about these kinds of arrangements. They need to be far more clearly signposted, and people better informed about their role. In the US, the “Commercial Alert” <http://www.commercialalert.org/> organisation has been lobbying the Federal Communications Commission and the Federal Trade Commission to achieve similar in-program “visual acknowledgements.” The ABA’s Commercial Radio Inquiry (“Cash-for-Comment”) found widespread systemic regulatory failure and introduced three new standards. On that basis, how could a “standstill” response by CTVA, constitute best practice for such a pervasive and influential medium as contemporary commercial television? The World Idol example may lead to confusion for some audiences, who are unsure whether the issues involved relate to broadcasting or telecommunications. In fact, it could be dealt with as a complaint to the Telecommunication Industry Ombudsman (TIO) under an ACA registered, but Australian Communications Industry Forum (ACIF) developed, code of practice. These kind of cross-platform issues may become more vexed in future years from an audience’s perspective, especially if reality formats using on-screen premium rate service numbers invite audiences to participate, by sending MMS (multimedia messaging services) images or short video grabs over wireless networks. The political and cultural implications of this kind of audience interaction, in terms of access, participation, and more generally the symbolic power of media, may perhaps even indicate a longer-term shift in relations with consumers and citizens. In the Internet example, the Australian Competition and Consumer Commission’s (ACCC) Internet advertising jurisdiction would apply—not the ABA’s “co-regulatory” Internet content regime as some may have thought. Although the ACCC deals with complaints relating to Internet advertising, there won’t be much traction for them in a more complex issue that also includes, say, racist or religious bigotry. The DVD example would probably fall between the remits of the Office of Film and Literature Classification’s (OFLC) new “convergent” Guidelines for the Classification of Film and Computer Games and race discrimination legislation administered by the Human Rights and Equal Opportunity Commission (HREOC). The OFLC’s National Classification Scheme is really geared to provide consumer advice on media products that contain sexual and violent imagery or coarse language, rather than issues of racist language. And it’s unlikely that a single person would have the locus standito even apply for a reclassification. It may fall within the jurisdiction of the HREOC depending on whether it was played in public or not. Even then it would probably be considered exempt on free speech grounds as an “artistic work.” Unsolicited, potentially illegal, content transmitted via mobile wireless devices, in particular 3G phones, provide another example of content that falls between the media regulation cracks. It illustrates a potential content policy “turf grab” too. Image-enabled mobile phones create a variety of novel issues for content producers, network operators, regulators, parents and viewers. There is no one government media authority or agency with a remit to deal with this issue. Although it has elements relating to the regulatory activities of the ACA, the ABA, the OFLC, the TIO, and TISSC, the combination of illegal or potentially prohibited content and its carriage over wireless networks positions it outside their current frameworks. The ACA may argue it should have responsibility for this kind of content since: it now enforces the recently enacted Commonwealth anti-Spam laws; has registered an industry code of practice for unsolicited content delivered over wireless networks; is seeking to include ‘adult’ content within premium rate service numbers, and, has been actively involved in consumer education for mobile telephony. It has also worked with TISSC and the ABA in relation to telephone sex information services over voice networks. On the other hand, the ABA would probably argue that it has the relevant expertise for regulating wirelessly transmitted image-content, arising from its experience of Internet and free and subscription TV industries, under co-regulatory codes of practice. The OFLC can also stake its claim for policy and compliance expertise, since the recently implemented Guidelines for Classification of Film and Computer Games were specifically developed to address issues of industry convergence. These Guidelines now underpin the regulation of content across the film, TV, video, subscription TV, computer games and Internet sectors. Reshaping Institutions Debates around the “merged regulator” concept have occurred on and off for at least a decade, with vested interests in agencies and the executive jockeying to stake claims over new turf. On several occasions the debate has been given renewed impetus in the context of ruling conservative parties’ mooted changes to the ownership and control regime. It’s tended to highlight demarcations of remit, informed as they are by historical and legal developments, and the gradual accretion of regulatory cultures. Now the key pressure points for regulatory change include the mere existence of already converged single regulatory structures in those countries with whom we tend to triangulate our policy comparisons—the US, the UK and Canada—increasingly in a context of debates concerning international trade agreements; and, overlaying this, new media formats and devices are complicating existing institutional arrangements and legal frameworks. The Department of Communications, Information Technology & the Arts’s (DCITA) review brief was initially framed as “options for reform in spectrum management,” but was then widened to include “new institutional arrangements” for a converged regulator, to deal with visual content in the latest generation of mobile telephony, and other image-enabled wireless devices (DCITA). No other regulatory agencies appear, at this point, to be actively on the Government’s radar screen (although they previously have been). Were the review to look more inclusively, the ACCC, the OFLC and the specialist telecommunications bodies, the TIO and the TISSC may also be drawn in. Current regulatory arrangements see the ACA delegate responsibility for broadcasting services bands of the radio frequency spectrum to the ABA. In fact, spectrum management is the turf least contested by the regulatory players themselves, although the “convergent regulator” issue provokes considerable angst among powerful incumbent media players. The consensus that exists at a regulatory level can be linked to the scientific convention that holds the radio frequency spectrum is a continuum of electromagnetic bands. In this view, it becomes artificial to sever broadcasting, as “broadcasting services bands” from the other remaining highly diverse communications uses, as occurred from 1992 when the Broadcasting Services Act was introduced. The prospect of new forms of spectrum charging is highly alarming for commercial broadcasters. In a joint submission to the DCITA review, the peak TV and radio industry lobby groups have indicated they will fight tooth and nail to resist new regulatory arrangements that would see a move away from the existing licence fee arrangements. These are paid as a sliding scale percentage of gross earnings that, it has been argued by Julian Thomas and Marion McCutcheon, “do not reflect the amount of spectrum used by a broadcaster, do not reflect the opportunity cost of using the spectrum, and do not provide an incentive for broadcasters to pursue more efficient ways of delivering their services” (6). An economic rationalist logic underpins pressure to modify the spectrum management (and charging) regime, and undoubtedly contributes to the commercial broadcasting industry’s general paranoia about reform. Total revenues collected by the ABA and the ACA between 1997 and 2002 were, respectively, $1423 million and $3644.7 million. Of these sums, using auction mechanisms, the ABA collected $391 million, while the ACA collected some $3 billion. The sale of spectrum that will be returned to the Commonwealth by television broadcasters when analog spectrum is eventually switched off, around the end of the decade, is a salivating prospect for Treasury officials. The large sums that have been successfully raised by the ACA boosts their position in planning discussions for the convergent media regulatory agency. The way in which media outlets and regulators respond to publics is an enduring question for a democratic polity, irrespective of how the product itself has been mediated and accessed. Media regulation and civic responsibility, including frameworks for negotiating consumer and citizen rights, are fundamental democratic rights (Keane; Tambini). The ABA’s Commercial Radio Inquiry (‘cash for comment’) has also reminded us that regulatory frameworks are important at the level of corporate conduct, as well as how they negotiate relations with specific media audiences (Johnson; Turner; Gordon-Smith). Building publicly meaningful regulatory frameworks will be demanding: relationships with audiences are often complex as people are constructed as both consumers and citizens, through marketised media regulation, institutions and more recently, through hybridising program formats (Murdock and Golding; Lumby and Probyn). In TV, we’ve seen the growth of infotainment formats blending entertainment and informational aspects of media consumption. At a deeper level, changes in the regulatory landscape are symptomatic of broader tectonic shifts in the discourses of governance in advanced information economies from the late 1980s onwards, where deregulatory agendas created an increasing reliance on free market, business-oriented solutions to regulation. “Co-regulation” and “self-regulation’ became the preferred mechanisms to more direct state control. Yet, curiously contradicting these market transformations, we continue to witness recurring instances of direct intervention on the basis of censorship rationales (Dwyer and Stockbridge). That digital media content is “converging” between different technologies and modes of delivery is the norm in “new media” regulatory rhetoric. Others critique “visions of techno-glory,” arguing instead for a view that sees fundamental continuities in media technologies (Winston). But the socio-cultural impacts of new media developments surround us: the introduction of multichannel digital and interactive TV (in free-to-air and subscription variants); broadband access in the office and home; wirelessly delivered content and mobility, and, as Jock Given notes, around the corner, there’s the possibility of “an Amazon.Com of movies-on-demand, with the local video and DVD store replaced by online access to a distant server” (90). Taking a longer view of media history, these changes can be seen to be embedded in the global (and local) “innovation frontier” of converging digital media content industries and its transforming modes of delivery and access technologies (QUT/CIRAC/Cutler & Co). The activities of regulatory agencies will continue to be a source of policy rivalry and turf contestation until such time as a convergent regulator is established to the satisfaction of key players. However, there are risks that the benefits of institutional reshaping will not be readily available for either audiences or industry. In the past, the idea that media power and responsibility ought to coexist has been recognised in both the regulation of the media by the state, and the field of communications media analysis (Curran and Seaton; Couldry). But for now, as media industries transform, whatever the eventual institutional configuration, the evolution of media power in neo-liberal market mediascapes will challenge the ongoing capacity for interventions by national governments and their agencies. Works Cited Australian Broadcasting Authority. Commercial Radio Inquiry: Final Report of the Australian Broadcasting Authority. Sydney: ABA, 2000. Australian Communications Information Forum. Industry Code: Short Message Service (SMS) Issues. Dec. 2002. 8 Mar. 2004 <http://www.acif.org.au/__data/page/3235/C580_Dec_2002_ACA.pdf >. Commercial Television Australia. Draft Commercial Television Industry Code of Practice. Aug. 2003. 8 Mar. 2004 <http://www.ctva.com.au/control.cfm?page=codereview&pageID=171&menucat=1.2.110.171&Level=3>. Couldry, Nick. The Place of Media Power: Pilgrims and Witnesses of the Media Age. London: Routledge, 2000. Curran, James, and Jean Seaton. Power without Responsibility: The Press, Broadcasting and New Media in Britain. 6th ed. London: Routledge, 2003. Dept. of Communication, Information Technology and the Arts. Options for Structural Reform in Spectrum Management. Canberra: DCITA, Aug. 2002. ---. Proposal for New Institutional Arrangements for the ACA and the ABA. Aug. 2003. 8 Mar. 2004 <http://www.dcita.gov.au/Article/0,,0_1-2_1-4_116552,00.php>. Dept. of Foreign Affairs and Trade. Australia-United States Free Trade Agreement. Feb. 2004. 8 Mar. 2004 <http://www.dfat.gov.au/trade/negotiations/us_fta/outcomes/11_audio_visual.php>. Dwyer, Tim. Submission to Commercial Television Australia’s Review of the Commercial Television Industry’s Code of Practice. Sept. 2003. Dwyer, Tim, and Sally Stockbridge. “Putting Violence to Work in New Media Policies: Trends in Australian Internet, Computer Game and Video Regulation.” New Media and Society 1.2 (1999): 227-49. Given, Jock. America’s Pie: Trade and Culture After 9/11. Sydney: U of NSW P, 2003. Gordon-Smith, Michael. “Media Ethics After Cash-for-Comment.” The Media and Communications in Australia. Ed. Stuart Cunningham and Graeme Turner. Sydney: Allen and Unwin, 2002. Johnson, Rob. Cash-for-Comment: The Seduction of Journo Culture. Sydney: Pluto, 2000. Keane, John. The Media and Democracy. Cambridge: Polity, 1991. Lumby, Cathy, and Elspeth Probyn, eds. Remote Control: New Media, New Ethics. Melbourne: Cambridge UP, 2003. Murdock, Graham, and Peter Golding. “Information Poverty and Political Inequality: Citizenship in the Age of Privatized Communications.” Journal of Communication 39.3 (1991): 180-95. QUT, CIRAC, and Cutler & Co. Research and Innovation Systems in the Production of Digital Content and Applications: Report for the National Office for the Information Economy. Canberra: Commonwealth of Australia, Sept. 2003. Tambini, Damian. Universal Access: A Realistic View. IPPR/Citizens Online Research Publication 1. London: IPPR, 2000. Thomas, Julian and Marion McCutcheon. “Is Broadcasting Special? Charging for Spectrum.” Conference paper. ABA conference, Canberra. May 2003. Turner, Graeme. “Talkback, Advertising and Journalism: A cautionary tale of self-regulated radio”. International Journal of Cultural Studies 3.2 (2000): 247-255. ---. “Reshaping Australian Institutions: Popular Culture, the Market and the Public Sphere.” Culture in Australia: Policies, Publics and Programs. Ed. Tony Bennett and David Carter. Melbourne: Cambridge UP, 2001. Winston, Brian. Media, Technology and Society: A History from the Telegraph to the Internet. London: Routledge, 1998. Web Links http://www.aba.gov.au http://www.aca.gov.au http://www.accc.gov.au http://www.acif.org.au http://www.adma.com.au http://www.ctva.com.au http://www.crtc.gc.ca http://www.dcita.com.au http://www.dfat.gov.au http://www.fcc.gov http://www.ippr.org.uk http://www.ofcom.org.uk http://www.oflc.gov.au Links http://www.commercialalert.org/ Citation reference for this article MLA Style Dwyer, Tim. "Transformations" M/C: A Journal of Media and Culture <http://www.media-culture.org.au/0403/06-transformations.php>. APA Style Dwyer, T. (2004, Mar17). Transformations. M/C: A Journal of Media and Culture, 7, <http://www.media-culture.org.au/0403/06-transformations.php>

The latest reality program about weight loss makeover, Australian Channel Seven’s Bringing Sexy Back maintained the dominant frame of fat as bad, shameful and unsexy. Similar to other programs’ point of view, only slim bodies could claim to be healthy and sexy. Conversely the Fat Acceptance movement presents fat as beautiful, sexy, and healthy. But what did online audiences in 2014 think about Bringing Sexy Back? In this article online-viewer-generated comments are analysed to find out: a) whether audiences challenged and contested the dominant framing; and b) what phrases did they use to do this. The research task is a discourse analysis in which key words and phrases are highlighted and colour coded as categories and patterns begin to emerge. My intention is to represent the expressions of the participants responding to the articles and or online forums about the program. The focus is on the ‘language-in-use’ (Gee 34), in particular their gut reactions to the idea of whether only slim people can be sexy and their experience of viewing the program. Selected television websites, online television forums and blogs will be analysed. Introduction The latest makeover television program drawing on the obesity-epidemic discourse Bringing Sexy Back (BSB) promises the audience that by the end of the program participants will have bought their sexy back. Sexy in the program is equated with one’s younger and slimmer self; the program host Samantha Armytage (from Sunrise the national Australian morning show) tells viewers sexy can be reclaimed if participants (from their late 30s and up to 51 years) drop kilos, commit to a strenuous exercise regime, and re-style their wardrobe. Experts, the usual suspects, are bought in—the medical machinery, the personal trainer, the stylist, and the hairdresser etc.—to assess, admonish, advise and appraise the participants. At the final reveal the audience—made up of family, friends and the local community—show enthusiasm for the aesthetic desirability of the participants slimmer sexier body as evidenced by descriptors such as “wow”, and “oh my God” as well as an outpouring of emotion such as crying and squeals of delight. Previous researchers of fat-shaming television programs have found audience’s reactions divided: some audience members see it as motivating; others see it as humiliating; and others see it as what the contestants deserve (Holland, Blood and Thomas; Rodan, Ellis and Lebeck; Sender and Sullivan)! I want to find out if online and social media audiences of the relatively tame makeover program BSB, which features individual Australians and couples who are overweight and obese, challenge and contest the dominant framing. In my analysis of the phrases online audiences’ have used about BSB, posters mostly found the program inspiring and motivating. From this inauspicious first strike, I will push onto examine the phrases posters have used to respond to the program. The paper begins with a short background about the program. The key elements of the makeover television genre are then discussed. Following this, I provide an analysis of the program’s official BSB Facebook site, and unofficial viewer-generated sites, such as the bubhub, TVTONIGHT, MamaMia, The Hoopla and the hashtag #sexybackau on Twitter. Posters to these sites were regular, infrequent or intermittent viewers. My approach to the analysis of these online forums and social media sites is a discourse analysis that examines “language-in-use”—as well as other elements such as values, symbols, tools and thinking styles—so as to identify and track tacit knowledge—that is, meanings emerging from obesity-epidemic discourse (Gee 34, 40–41). Such a method is apt given its capacity to analyse contributors’ spontaneous statements of their feelings—in particular their gut reactions to the program and the participants. The paper ends with my findings and conclusions. Bringing Sexy Back: Background Information Screened in 2014, season one of BSB format consists of a host Samantha Armytage, fitness trainer Cameron Byrnes and stylist Jules Sebastian and her team of hairdresser, groomers etc. Undoubtedly, part of the program’s construction is to select participants who appeal to a broad range of viewers. Participants’ ages range from 21 years (Courney Gollings) to 51 years (Vicki Gollings). The individuals or couples who make up the series include: Ned (truck driver), Sam and Gary (parents of two boys), Lisa Wilson (single mother and hairdresser), Vicki and Courtney Golling (mother and daughter), Livio Caldarone (pizza/small restaurant owner), and Paula Beckton (mother of four), The first episode was aired on Australia’s Channel Seven on 12 August 2014 and the final episode on 13 January 2015. This particular series consisted of 9 episodes. In this paper I focus on the six episodes that were aired in 2014. Generally each individual episode consisted of: the intervention, presenting medical facts about participant’s weight; the helper figures setting training and diet regimes; the trials leading to transformation; and the happy ending evident in the reveal. Essentially, these segments illustrate that the program series is highly contrived and they also demonstrate the program’s method of challenging participants to lose weight. Makeover Television I now provide a further construct to assist the reader’s understanding of ‘what is going on’ in the BSB program, which fits within the genre of makeover program. As reflected in the literature, makeover television has some or all of the following ingredients: personal fitness trainer as expertstylist and grooming expertsfamily members and contestant’s reflexivity (reflect on their own behaviour)new self-celebrated photo shootscontestant winning challengessymbols, such as the dream outfit, and before and after photographstransformation before the ‘big reveal’ Moreover, makeover programs are about the ordinary person on television. According to Redden, identities on these programs are individual rather than collective in that they serve to show a type of “individuality” as if it exists irrespective of any social or cultural group (156). And what is the role of the expert? Redden points out the expert on makeover programs interprets the “life situation of the given person, who may represent a certain social category of ordinary person” (153). So while makeover programs purport to be about the ordinary person and make claims about the actuality of the ordinary person’s life (Skeggs and Wood 559; Stagi 138), they also depict a hierarchy of social categories. The participants’ class also features in makeover programs like BSB. Class is evident in that participants who are selected to be on the program are often from lower-middle class backgrounds. Most participants have non-professional occupations—truck driver (Ned), hairdresser (Lisa), pizza/small restaurant owner (Livio), body caster, a person who makes body casts (Paula). Similar to The Biggest Loser (2004–2014) on American NBC, and Australia Network Ten, the participants in BSB were also mainly from lower–middle class backgrounds (Rodan; Sender and Sullivan 575) Several researcher’s show that makeover television promises advancement for lower–middle class citizens (Fraser 188–189; Miller 589; Redden 155; Skeggs and Wood 561) based on the proposition that contestants have the power to transform themselves (Bratich 17; Ouellette and Hay 471–472; Lewis 443; Sender and Sullivan 581). Like other makeover programs BSB takes advantage of the aspirations of working and lower-middle class participants. And, not surprisingly, the desired transcendence is something most participants/viewers from lower-middle and working class backgrounds cannot strive to achieve without participating in the program (Miller 589). Transcendence in BSB comes from losing weight, and acquiring new gym equipment, gym clothing, access to a personal trainer, gym membership, holiday at a health retreat, new wardrobe, new haircut, and new gym clothes. These acts to transform oneself are often “presented” as the middle class “standard,” taste and specific ongoing “intimate practices” of the “middle class” (Skeggs and Wood 561; Redden 155). But clearly much of the sprucing up (such as a private gym at home, personal trainers) are expensive and beyond the budget of even an Australian middle-class family. Analysis Posters on the official BSB Channel Seven Facebook forum overall were the most positive about the program—they found the program motivating and inspiring. Several posters on Facebook asked how they might apply to be on the program. After the airing of the reveal, posters on all the online forums and social media analysed consistently used adjectives such as fantastic, awesome, congratulations, stunning, amazing, gorgeous, wow, incredible, look sensational, look hot, look great, champion effort, fabulous, impressive, beautiful, inspirational. Fat-Shaming In BSB fat-shaming works through the use of medical machines and imagery, which measure weight and body fat percentage (BMI) using the DXA scanner and X-ray machine. Even though many physicians object to BMI measurement, it has become an “infallible marker of dangerous risk-saturated obesity” (Morgan 205) in Health Department campaigns, insurance company policies and on makeover television. Participants’ current weight is compared to the weight of their 20 year-old self. The program also induces fat-shaming through visuals of food and drink stashes found in participant’s bedroom cupboards (Ned), remnants of take-away packaging in rubbish bins (Lisa), processed foods in pantry cupboards (Vicki and Courtney), and pizza cartons at work (Livio). Here food amounts are quantified for audiences to gasp with shock and horror reinforcing the stereotype that people are fat because they have insufficient willpower and overeat (Farrell 34), thus perpetuating the view that obese people are undisciplined, sloppy and “less likely to do productive work” (Greenberg et al.). Banners are produced of participants’ photographs in their 20s; the photographs chosen have been taken when participants were slim and looked hot at the beach or night clubbing. These banners are juxtaposed with a banner of participant’s current self—appearing overweight in unflattering short crop top and underwear. Both banners are flashed onto the screen during the program especially in the final reveal presumably as a visual measurement to shame participants for “letting themselves go”. Even though host Samantha provides reasons for participants gaining weight—such as the stress of being a single parent, having a busy life as a mother of four, work commitments etc—the visual banners powerfully signify more than the presenter’s dialogue. Katrina Dowd on Facebook suggests it is the banners that signified the truth about participants’ lifestyles when she comments: Absolutely. Amazing how people whom follow unhealthy eating patterns for years with lack of exercise get congratulated because they’ve lost weight. Should never have let yourself get to that stage. Using your children and work commitments as excuses for why you got that way is a big “fail”. Some social media participants on Twitter and online forum posters saw the participants as “Bogan” ( a white working-class person who lacks fashion sense, is uncouth unsophisticated and invokes disgust), lazy, slobs as represented in the following comments: “Bogan Hunters Makeover” (tvaddict); “STILL A FUCKING FAT BOGAN […] JUST STOP EATING” (Al_Mack); “Stop being a lazy bitch […] Seriously lazy slobs” (Dutchess of Tweet St); “learn to cook lazy cow” (Gidgit VonLaRue). Thus, for Katrina and the posters above, it is the “fat body” that is seen as the “uncivilized body” that lacks the self-control of the thin body (Richardson 80). Inspirational and Motivational I discovered that many online forum and social media participants found the program BSB inspiring and motivating. A similar finding to my study of The Biggest Loser online viewers (Rodan), as well as other researchers who interviewed audiences about The Biggest Loser (Readdy and Ebbeck). For instance, Twitter posters said the BSB inspires “everyday women” (Sharon@Shar0n) and “inspires me that I can do the same” (Sharon@KeepitRealV), “another great show #inspiring” (miss shadow). On Facebook most of the posters talked about how inspired they were by the show and or by the individual participants, for instance: Hi Lisa, I think I see a lot of me in you, I pretty much cried through the whole show. You have inspired me, much admiration for sharing your story with Australia. (Haigh) Many posters on Facebook identified with Lisa as a single mother (Jenkins) and her declaration that she was “an emotional eater” (McTavish). This may account for Lisa Wilson (5,824 likes) receiving the most likes on Facebook. There were those who identified with individual participants, such as Paula, who were attempting to lose weight. On the forum the bubhub, a forum for parents established in 2002, the administrator BH-bubhub started a thread titled “Need some motivation to shift those kilos? Our pal Paula is here to help hubbers!” Paula was the participant on BSB who lost the most weight, and was invited onto the forum to answer forum members’ questions. On this forum, disparaging, negative, demotivating comments were removed from public viewing (see caveat BH-bubhub). Overall, online forum posters on the bubhub expressed positive feelings about BSB as a weight loss program. Participants comments included “Awesome work Paula, I have no doubt you will inspire many and I look forward to hearing all your tips” (Mod-Uniquey) “and … you look fabulous” (BH-KatiesMum), “Wow, you must be so proud of yourself! That is an amazing effort and you look great” (Curby), “What an inspirational story!” (Mod-Nomsie). Facebook posters on the BSB official forum found the show motivating and evidence of others finding the same are: “I feel great after watching #sexybackau” (Freeburn), “an uplifting hour” (Hustwaite), “feeling motivated now to change a lot of things about myself” (McDonald). However, online posters rarely commented that the program inspired or motivated them to take specific actions about their own body size or lifestyle. For some, as other researchers have found about makeover programs, it is a form of televisual escapism (Holland, Blood and Thomas; Readdy and Ebbeck 585)—that is, the pleasure of watching others’ emotions in achieving their goal. For many others, identifying with the participants’ struggle, and seeing them overcome daily challenges and obstacles to losing weight, gave posters insights about themselves and how to change their own lifestyle. But maintaining weight-loss and a lifestyle that supports it—as Facebook posters frequently suggest—is very challenging for most people who are overweight. The transformations and reveals make for fairy-tale endings (the essence of makeover television), but the reality of losing weight is persistence, perseverance and hard work. Criticisms of the Program Posters on Facebook were censored more than some of the other online forums and social media. Facebook criticisms about the program BSB were dealt with swiftly by other posters—that is, posters were pressured to only express positive feelings about the program. For instance, Lynne Nicholas in response to Peter Thomson’s criticism that the program is “exploiting these people for cheap television entertainment” (Facebook, 14 August 2014) posted on Facebook: If you don’t like the show then don’t come on the page and comment. Channel 7 gives these people a chance to change their life and inspire others to do the same. (Facebook, 14 Aug. 2014) And in response to criticisms about the amount of processed food Cam discarded from participants Vicki and Courtney’s cupboard, Emily McCabe commented: If you don’t enjoy the concept of the program, feel free to change the channel and keep your negative comments to yourself. (Facebook, 2 Sep. 2014) Nevertheless, a lot of criticism appeared on the various online and social media outlets ranging from: the commercial aspects (matúš; Hales); the constant use of the word “fat” by the host (Spencer); the sponsorship and advertisements by a take-away food company (Daisy Murray; Patriot); the “irresponsible/unsafe training!” (M_Gardner; Ashton); the insufficient number of “diet tips” (Pedron-Peggs); and “sick of seeing all that food thrown away!!” (Barkla; Dunell; Robbie; Martin; Coupland). As noted above, some of the sites were censored. Criticisms of the program were only aired if the online forum and social media allowed people to vent their feelings and express their opinion. Allowing viewers to express their concerns about mainstream television programs such as BSB counters the argument made by other researchers suggesting that makeover programs do the work of audiences becoming “self-managing” and self-governing citizens (see Stagi; Ouellette and Hay 471-472; Sender and Sullivan 581; Ringrose and Walkerdine); and makeover programs perpetuate the myth that obesity is solely an individual behavioural problem (Yoo). Such critical comments (above) reveal that some viewers do question the show’s premises, and as a consequence they do not accept the dominant framing. Thus the hypothesis that all viewers of makeover programs are pliable and docile cannot be supported in my analysis. Findings and Conclusion Most BSB posters said they found the program inspiring and motivating. It seems many of the online posters identified with the participants’ struggle to lose their weight, and stay motivated to keep it off. So there was little fat-shaming from posters on Facebook and the online forums. The posters on Facebook expressed the most positive comments about the BSB program and the participants; however, the Facebook site was the official BSB social media site. It seems that many of the Facebook and online forum discussants were makeover television fans who had acquired a taste for the makeover genre – that is the transformation and the big reveal at the end, the re-styled self, the symbols as well as the tips, information and ideas about how to lose weight and change their lifestyle. Questions were often asked by posters about the participants’ eating plan, exercise regime, maintenance program etc., as well as how they (the posters) could apply to be on the show. Very few social media or online posters questioned and challenged the makeover genre, the advertising during the program, the quality and number of diet and nutrition tips, and the time as well as financial cost required to maintain the new self. References Al_Mack. “STILL A FUCKING FAT BOGAN.” 26 Aug. 2014, no time. Tweet. Al_Mack. “JUST STOP EATING.” 26 Aug. 2014, no time. Tweet. Ashton, Susan. “Bringing Sexy Back.” 13 Jan. 2015, 17:56. Facebook comment. Barkla, Michelle. “Bringing Sexy Back.” 9 Sep. 2014, 18:39. Facebook comment. BH-bubhub Administrator. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 March 2015. 15:27. BH-KatiesMum. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 Mar. 2015 19:26. Bratich, Jack Z. “Programming Reality: Control Societies, New Subjects and the Powers of Transformation.” Ed. Dana Heller. Makeover Television: Realities Remodelled. London: I.B. Tauris, 2007. 6-22. Coupland, Allison. “Bringing Sexy Back.” 2 Sep. 2014, 17:55. Facebook comment. Curby. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 Mar. 2015, 19.30. Dowd, Katrina. “Bringing Sexy Back.” 19 Aug. 2014, 21:07. Facebook comment. Dunell, Meredith. “Bringing Sexy Back.” 9 Sep. 2014, 17:54pm. Facebook comment. Dutchess of Tweet St (Appy_Dayz). “Seriously lazy slobs feeling sorry for themselves on #SexyBackAu are just bloody annoying.” 19 Aug. 2014, no time. Tweet. Farrell, Amy E. Fat Shame: Stigma and the Fat Body in American Culture. New York: New York University Press, 2011. Fraser, Kathryn. “‘Now I Am Ready to Tell How Bodies Are Changed into Different Bodies…’ Ovid, The Metamorphoses.” Ed. Dana Heller. Makeover Television: Realities Remodelled. London: I.B. Tauris, 2007. 177-92. Freeburn, Tim (TimBurna). “I feel great after watching #sexybackau I would’ve felt better if I didn’t eat all that Lindt chocolate while watching it though.” 19 Aug. 2014, no time. Tweet. Gee, James Paul. An Introduction to Discourse Analysis: Theory and Method. 3rd ed. New York: Routledge, 2010. Gidgit VonLaRue. “You want to eat crap nightly fine, it’s your body – but not fair to your poor kid. Learn to cook lazy cow.” 19 Aug. 2014, no time. Tweet. Greenberg, B., M. Eastin, L. Hofschire, K. Lachlan, and K.D. Brownell. “Portrayals of Overweight and Obese Individuals on Commercial Television.” American Journal of Public Health 93.8 (2003): 1324–48. Haigh, Renee J. “Bringing Sexy Back.” 26 Aug. 2014, 18:47. Facebook comment. Hales, Wendy. “Bringing Sexy Back.” 26 Aug. 2014, 18:38. Facebook comment. Holland, Kate, R., Warwick Blood, and Samantha Thomas. “Viewing The Biggest Loser: Modes of Reception and Reflexivity among Obese People.” Social Semiotics 25.1 (2015): 16-32. Hustwaite, Megan. “What an uplifting hour @BSBon7 is! @sam_armytage shines and @julessebastian is a talent #sexybackau.” 19 Aug. 2014, no time. Tweet. Jenkins, Yohti. “Bringing Sexy Back.” 26 Aug. 2014, 18:45. Facebook comment. Lewis, Tanya. “Introduction: Revealing the Makeover Show.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 441-46. M_Gardner (MSGardner_1). “This show has just trumped biggestloser for irresponsible/unsafe training! Do not try at home people #SexyBackAu.” 12 Aug. 2014, no time. Tweet. Martin, Tania. “Bringing Sexy Back.” 2 Sep. 2014, 18:41. Facebook comment. matúš (MattLXS). “Sales are going to increase now for the fit bit flex thanks to #sexybackau sorry jaw bone up.” 19 Aug. 2014, no time. Tweet. McCabe, Emily. “Bringing Sexy Back.” 2 Sep. 2014, 21:01. Facebook comment. McDonald, Christine (Clubby_R8). “Watching #sexyback I’m really feeling motivated now to change a lot of things about myself. Although the smoking thing is a tough call.” 26 Aug. 2014, no time. Tweet. McTavish, Karen. “Bringing Sexy Back.” 26 Aug. 2014, 18:51. Facebook comment. Miller, Toby. “Afterword: The New World Makeover.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 585-90. miss shadow (Miss_Shadow). “another great show #inspiring.” 26 Aug. 2014, no time. Tweet. Mod-Nomsie. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 4 Mar. 2015. 11:47. Mod-Uniquey. “Need Some Motivation to Shift Those Kilos? Our Pal Paula Is Here to Help Hubbers!” The Bubhub 3 Mar. 2015, 17:46. Morgan, Kathryn Pauly. “Foucault, Ugly Ducklings, and Technoswans: Analyzing Fat Hatred, Weight-Loss Surgery, and Compulsory Biomedicalized Aesthetics in America.” Journal of Feminist Approaches to Bioethics 4.1 (2011): 188-220. Murray, Daisy. “Bringing Sexy Back.” 2 Sep. 2014, 18:27. Facebook comment. Nicholas, Lynne. “Bringing Sexy Back.” 14 Aug. 2014, 20:08. Facebook comment. Ouellette, Laurie, and James Hay. “Makeover Television, Governmentality and the Good Citizen.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 471-84. Patriot (THEbitchiestgay). “Why is a weight loss show sponsored by a chicken company? Chicken is fattening.” 12 Aug. 2014, no time. Tweet. Pedron-Peggs, Peta. “Bringing Sexy Back.” 16 Sep. 2014, 17:38. Facebook comment. Readdy, Tucker, and Vicki Ebbeck. “Weighing In on NBC’s The Biggest Loser: Governmentality and Self-Concept on the Scale.” Research Quarterly for Exercise and Sport 83.4 (2012): 579-86. Redden, Guy. “Makeover Morality and Consumer Culture.” Ed Dana Heller. Makeover Television: Realities Remodelled. London: I.B. Tauris, 2007. 150-64. Richardson, Niall. Transgressive Bodies: Representations in Film and Popular Culture. Farnham, UK: Ashgate Publishing, 2010. Ringrose, Jessica, and Valerie Walkerdine. “The TV Make-Over as Site of Neo-Liberal Reinvention toward Bourgeois Femininity.” Feminist Media Studies 8.3 (2008): 227-46. Robbie, Tina. “Bringing Sexy Back.” 5 Sep. 2014, 16:46. Facebook comment. Rodan, Debbie. “Technologies of the Self: Remaking the Obese ‘Self’ in The Biggest Loser: Couples (Australia).” Proceedings of the Australian and New Zealand Communication Association on Media Democracy and Change Conference. Ed. K. McCallum. Canberra, 2010. Rodan, Debbie, Katie Ellis, and Pia Lebeck. Disability, Obesity and Ageing: Popular Media Identifications. London: Ashgate, 2014. Sender, Katherine, and Margaret Sullivan. “Epidemics of Will, Failures of Self Esteem: Responding to Fat Bodies in The Biggest Loser and What Not to Wear.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 573-84. Sharon (Shar0n). “Watched #SexyBackAu for the first time tonight; a top show to motivate and inspire everyday women to be healthier and set achievable goals.” 26 Aug. 2014, no time. Tweet. Sharon (KeepitRealV). “#SexyBackAu watching another single mum challenge herself and change her life really inspires me that I can do the same!” 26 Aug. 2014, no time. Tweet. Skeggs, Beverley, and Helen Wood. “The Labour of Transformation and Circuits of Value ‘around’ Reality Television.” Continuum: Journal of Media and Cultural Studies 22.4 (2008): 559-72. Spencer, Amby. “Bringing Sexy Back.” 17 Aug. 2014, 13:55. Facebook comment. Stagi, Luisa. “Lifestyle Television and Diet: Body Care as a Duty.” Italian Journal of Sociology of Education 6.3 (2014): 130-52. Thomson, Peter. “Bringing Sexy Back.” 14 Aug. 2014, 20:03. Facebook comment. Tvaddict. “Bringing Sexy Back.” TV Tonight 13 Aug. 2014, 18:17. Yoo, Jina. “No Clear Winner: Effects of The Biggest Loser on Stigmatization of Obese Persons. Health Communication 28 (2013): 294-303.

There is no diagram that does not also include, besides the points it connects up, certain relatively free or unbounded points, points of creativity, change and resistance, and it is perhaps with these that we ought to begin in order to understand the whole picture. (Deleuze, “Foucault” 37) Monty Cantsin: Why do we use a pervert software robot to exploit our collective consensual mind? Letitia: Because we want the thief to be a digital entity. Monty Cantsin: But isn’t this really blasphemic? Letitia: Yes, but god – in our case a meta-cocktail of authorship and copyright – can not be trusted anymore. (Amazon Noir, “Dialogue”) In 2006, some 3,000 digital copies of books were silently “stolen” from online retailer Amazon.com by targeting vulnerabilities in the “Search inside the Book” feature from the company’s website. Over several weeks, between July and October, a specially designed software program bombarded the Search Inside!™ interface with multiple requests, assembling full versions of texts and distributing them across peer-to-peer networks (P2P). Rather than a purely malicious and anonymous hack, however, the “heist” was publicised as a tactical media performance, Amazon Noir, produced by self-proclaimed super-villains Paolo Cirio, Alessandro Ludovico, and Ubermorgen.com. While controversially directed at highlighting the infrastructures that materially enforce property rights and access to knowledge online, the exploit additionally interrogated its own interventionist status as theoretically and politically ambiguous. That the “thief” was represented as a digital entity or machinic process (operating on the very terrain where exchange is differentiated) and the emergent act of “piracy” was fictionalised through the genre of noir conveys something of the indeterminacy or immensurability of the event. In this short article, I discuss some political aspects of intellectual property in relation to the complexities of Amazon Noir, particularly in the context of control, technological action, and discourses of freedom. Software, Piracy As a force of distribution, the Internet is continually subject to controversies concerning flows and permutations of agency. While often directed by discourses cast in terms of either radical autonomy or control, the technical constitution of these digital systems is more regularly a case of establishing structures of operation, codified rules, or conditions of possibility; that is, of guiding social processes and relations (McKenzie, “Cutting Code” 1-19). Software, as a medium through which such communication unfolds and becomes organised, is difficult to conceptualise as a result of being so event-orientated. There lies a complicated logic of contingency and calculation at its centre, a dimension exacerbated by the global scale of informational networks, where the inability to comprehend an environment that exceeds the limits of individual experience is frequently expressed through desires, anxieties, paranoia. Unsurprisingly, cautionary accounts and moral panics on identity theft, email fraud, pornography, surveillance, hackers, and computer viruses are as commonplace as those narratives advocating user interactivity. When analysing digital systems, cultural theory often struggles to describe forces that dictate movement and relations between disparate entities composed by code, an aspect heightened by the intensive movement of informational networks where differences are worked out through the constant exposure to unpredictability and chance (Terranova, “Communication beyond Meaning”). Such volatility partially explains the recent turn to distribution in media theory, as once durable networks for constructing economic difference – organising information in space and time (“at a distance”), accelerating or delaying its delivery – appear contingent, unstable, or consistently irregular (Cubitt 194). Attributing actions to users, programmers, or the software itself is a difficult task when faced with these states of co-emergence, especially in the context of sharing knowledge and distributing media content. Exchanges between corporate entities, mainstream media, popular cultural producers, and legal institutions over P2P networks represent an ongoing controversy in this respect, with numerous stakeholders competing between investments in property, innovation, piracy, and publics. Beginning to understand this problematic landscape is an urgent task, especially in relation to the technological dynamics that organised and propel such antagonisms. In the influential fragment, “Postscript on the Societies of Control,” Gilles Deleuze describes the historical passage from modern forms of organised enclosure (the prison, clinic, factory) to the contemporary arrangement of relational apparatuses and open systems as being materially provoked by – but not limited to – the mass deployment of networked digital technologies. In his analysis, the disciplinary mode most famously described by Foucault is spatially extended to informational systems based on code and flexibility. According to Deleuze, these cybernetic machines are connected into apparatuses that aim for intrusive monitoring: “in a control-based system nothing’s left alone for long” (“Control and Becoming” 175). Such a constant networking of behaviour is described as a shift from “molds” to “modulation,” where controls become “a self-transmuting molding changing from one moment to the next, or like a sieve whose mesh varies from one point to another” (“Postscript” 179). Accordingly, the crisis underpinning civil institutions is consistent with the generalisation of disciplinary logics across social space, forming an intensive modulation of everyday life, but one ambiguously associated with socio-technical ensembles. The precise dynamics of this epistemic shift are significant in terms of political agency: while control implies an arrangement capable of absorbing massive contingency, a series of complex instabilities actually mark its operation. Noise, viral contamination, and piracy are identified as key points of discontinuity; they appear as divisions or “errors” that force change by promoting indeterminacies in a system that would otherwise appear infinitely calculable, programmable, and predictable. The rendering of piracy as a tactic of resistance, a technique capable of levelling out the uneven economic field of global capitalism, has become a predictable catch-cry for political activists. In their analysis of multitude, for instance, Antonio Negri and Michael Hardt describe the contradictions of post-Fordist production as conjuring forth a tendency for labour to “become common.” That is, as productivity depends on flexibility, communication, and cognitive skills, directed by the cultivation of an ideal entrepreneurial or flexible subject, the greater the possibilities for self-organised forms of living that significantly challenge its operation. In this case, intellectual property exemplifies such a spiralling paradoxical logic, since “the infinite reproducibility central to these immaterial forms of property directly undermines any such construction of scarcity” (Hardt and Negri 180). The implications of the filesharing program Napster, accordingly, are read as not merely directed toward theft, but in relation to the private character of the property itself; a kind of social piracy is perpetuated that is viewed as radically recomposing social resources and relations. Ravi Sundaram, a co-founder of the Sarai new media initiative in Delhi, has meanwhile drawn attention to the existence of “pirate modernities” capable of being actualised when individuals or local groups gain illegitimate access to distributive media technologies; these are worlds of “innovation and non-legality,” of electronic survival strategies that partake in cultures of dispersal and escape simple classification (94). Meanwhile, pirate entrepreneurs Magnus Eriksson and Rasmus Fleische – associated with the notorious Piratbyrn – have promoted the bleeding away of Hollywood profits through fully deployed P2P networks, with the intention of pushing filesharing dynamics to an extreme in order to radicalise the potential for social change (“Copies and Context”). From an aesthetic perspective, such activist theories are complemented by the affective register of appropriation art, a movement broadly conceived in terms of antagonistically liberating knowledge from the confines of intellectual property: “those who pirate and hijack owned material, attempting to free information, art, film, and music – the rhetoric of our cultural life – from what they see as the prison of private ownership” (Harold 114). These “unruly” escape attempts are pursued through various modes of engagement, from experimental performances with legislative infrastructures (i.e. Kembrew McLeod’s patenting of the phrase “freedom of expression”) to musical remix projects, such as the work of Negativland, John Oswald, RTMark, Detritus, Illegal Art, and the Evolution Control Committee. Amazon Noir, while similarly engaging with questions of ownership, is distinguished by specifically targeting information communication systems and finding “niches” or gaps between overlapping networks of control and economic governance. Hans Bernhard and Lizvlx from Ubermorgen.com (meaning ‘Day after Tomorrow,’ or ‘Super-Tomorrow’) actually describe their work as “research-based”: “we not are opportunistic, money-driven or success-driven, our central motivation is to gain as much information as possible as fast as possible as chaotic as possible and to redistribute this information via digital channels” (“Interview with Ubermorgen”). This has led to experiments like Google Will Eat Itself (2005) and the construction of the automated software thief against Amazon.com, as process-based explorations of technological action. Agency, Distribution Deleuze’s “postscript” on control has proven massively influential for new media art by introducing a series of key questions on power (or desire) and digital networks. As a social diagram, however, control should be understood as a partial rather than totalising map of relations, referring to the augmentation of disciplinary power in specific technological settings. While control is a conceptual regime that refers to open-ended terrains beyond the architectural locales of enclosure, implying a move toward informational networks, data solicitation, and cybernetic feedback, there remains a peculiar contingent dimension to its limits. For example, software code is typically designed to remain cycling until user input is provided. There is a specifically immanent and localised quality to its actions that might be taken as exemplary of control as a continuously modulating affective materialism. The outcome is a heightened sense of bounded emergencies that are either flattened out or absorbed through reconstitution; however, these are never linear gestures of containment. As Tiziana Terranova observes, control operates through multilayered mechanisms of order and organisation: “messy local assemblages and compositions, subjective and machinic, characterised by different types of psychic investments, that cannot be the subject of normative, pre-made political judgments, but which need to be thought anew again and again, each time, in specific dynamic compositions” (“Of Sense and Sensibility” 34). This event-orientated vitality accounts for the political ambitions of tactical media as opening out communication channels through selective “transversal” targeting. Amazon Noir, for that reason, is pitched specifically against the material processes of communication. The system used to harvest the content from “Search inside the Book” is described as “robot-perversion-technology,” based on a network of four servers around the globe, each with a specific function: one located in the United States that retrieved (or “sucked”) the books from the site, one in Russia that injected the assembled documents onto P2P networks and two in Europe that coordinated the action via intelligent automated programs (see “The Diagram”). According to the “villains,” the main goal was to steal all 150,000 books from Search Inside!™ then use the same technology to steal books from the “Google Print Service” (the exploit was limited only by the amount of technological resources financially available, but there are apparent plans to improve the technique by reinvesting the money received through the settlement with Amazon.com not to publicise the hack). In terms of informational culture, this system resembles a machinic process directed at redistributing copyright content; “The Diagram” visualises key processes that define digital piracy as an emergent phenomenon within an open-ended and responsive milieu. That is, the static image foregrounds something of the activity of copying being a technological action that complicates any analysis focusing purely on copyright as content. In this respect, intellectual property rights are revealed as being entangled within information architectures as communication management and cultural recombination – dissipated and enforced by a measured interplay between openness and obstruction, resonance and emergence (Terranova, “Communication beyond Meaning” 52). To understand data distribution requires an acknowledgement of these underlying nonhuman relations that allow for such informational exchanges. It requires an understanding of the permutations of agency carried along by digital entities. According to Lawrence Lessig’s influential argument, code is not merely an object of governance, but has an overt legislative function itself. Within the informational environments of software, “a law is defined, not through a statue, but through the code that governs the space” (20). These points of symmetry are understood as concretised social values: they are material standards that regulate flow. Similarly, Alexander Galloway describes computer protocols as non-institutional “etiquette for autonomous agents,” or “conventional rules that govern the set of possible behavior patterns within a heterogeneous system” (7). In his analysis, these agreed-upon standardised actions operate as a style of management fostered by contradiction: progressive though reactionary, encouraging diversity by striving for the universal, synonymous with possibility but completely predetermined, and so on (243-244). Needless to say, political uncertainties arise from a paradigm that generates internal material obscurities through a constant twinning of freedom and control. For Wendy Hui Kyong Chun, these Cold War systems subvert the possibilities for any actual experience of autonomy by generalising paranoia through constant intrusion and reducing social problems to questions of technological optimisation (1-30). In confrontation with these seemingly ubiquitous regulatory structures, cultural theory requires a critical vocabulary differentiated from computer engineering to account for the sociality that permeates through and concatenates technological realities. In his recent work on “mundane” devices, software and code, Adrian McKenzie introduces a relevant analytic approach in the concept of technological action as something that both abstracts and concretises relations in a diffusion of collective-individual forces. Drawing on the thought of French philosopher Gilbert Simondon, he uses the term “transduction” to identify a key characteristic of technology in the relational process of becoming, or ontogenesis. This is described as bringing together disparate things into composites of relations that evolve and propagate a structure throughout a domain, or “overflow existing modalities of perception and movement on many scales” (“Impersonal and Personal Forces in Technological Action” 201). Most importantly, these innovative diffusions or contagions occur by bridging states of difference or incompatibilities. Technological action, therefore, arises from a particular type of disjunctive relation between an entity and something external to itself: “in making this relation, technical action changes not only the ensemble, but also the form of life of its agent. Abstraction comes into being and begins to subsume or reconfigure existing relations between the inside and outside” (203). Here, reciprocal interactions between two states or dimensions actualise disparate potentials through metastability: an equilibrium that proliferates, unfolds, and drives individuation. While drawing on cybernetics and dealing with specific technological platforms, McKenzie’s work can be extended to describe the significance of informational devices throughout control societies as a whole, particularly as a predictive and future-orientated force that thrives on staged conflicts. Moreover, being a non-deterministic technical theory, it additionally speaks to new tendencies in regimes of production that harness cognition and cooperation through specially designed infrastructures to enact persistent innovation without any end-point, final goal or natural target (Thrift 283-295). Here, the interface between intellectual property and reproduction can be seen as a site of variation that weaves together disparate objects and entities by imbrication in social life itself. These are specific acts of interference that propel relations toward unforeseen conclusions by drawing on memories, attention spans, material-technical traits, and so on. The focus lies on performance, context, and design “as a continual process of tuning arrived at by distributed aspiration” (Thrift 295). This later point is demonstrated in recent scholarly treatments of filesharing networks as media ecologies. Kate Crawford, for instance, describes the movement of P2P as processual or adaptive, comparable to technological action, marked by key transitions from partially decentralised architectures such as Napster, to the fully distributed systems of Gnutella and seeded swarm-based networks like BitTorrent (30-39). Each of these technologies can be understood as a response to various legal incursions, producing radically dissimilar socio-technological dynamics and emergent trends for how agency is modulated by informational exchanges. Indeed, even these aberrant formations are characterised by modes of commodification that continually spillover and feedback on themselves, repositioning markets and commodities in doing so, from MP3s to iPods, P2P to broadband subscription rates. However, one key limitation of this ontological approach is apparent when dealing with the sheer scale of activity involved, where mass participation elicits certain degrees of obscurity and relative safety in numbers. This represents an obvious problem for analysis, as dynamics can easily be identified in the broadest conceptual sense, without any understanding of the specific contexts of usage, political impacts, and economic effects for participants in their everyday consumptive habits. Large-scale distributed ensembles are “problematic” in their technological constitution, as a result. They are sites of expansive overflow that provoke an equivalent individuation of thought, as the Recording Industry Association of America observes on their educational website: “because of the nature of the theft, the damage is not always easy to calculate but not hard to envision” (“Piracy”). The politics of the filesharing debate, in this sense, depends on the command of imaginaries; that is, being able to conceptualise an overarching structural consistency to a persistent and adaptive ecology. As a mode of tactical intervention, Amazon Noir dramatises these ambiguities by framing technological action through the fictional sensibilities of narrative genre. Ambiguity, Control The extensive use of imagery and iconography from “noir” can be understood as an explicit reference to the increasing criminalisation of copyright violation through digital technologies. However, the term also refers to the indistinct or uncertain effects produced by this tactical intervention: who are the “bad guys” or the “good guys”? Are positions like ‘good’ and ‘evil’ (something like freedom or tyranny) so easily identified and distinguished? As Paolo Cirio explains, this political disposition is deliberately kept obscure in the project: “it’s a representation of the actual ambiguity about copyright issues, where every case seems to lack a moral or ethical basis” (“Amazon Noir Interview”). While user communications made available on the site clearly identify culprits (describing the project as jeopardising arts funding, as both irresponsible and arrogant), the self-description of the artists as political “failures” highlights the uncertainty regarding the project’s qualities as a force of long-term social renewal: Lizvlx from Ubermorgen.com had daily shootouts with the global mass-media, Cirio continuously pushed the boundaries of copyright (books are just pixels on a screen or just ink on paper), Ludovico and Bernhard resisted kickback-bribes from powerful Amazon.com until they finally gave in and sold the technology for an undisclosed sum to Amazon. Betrayal, blasphemy and pessimism finally split the gang of bad guys. (“Press Release”) Here, the adaptive and flexible qualities of informatic commodities and computational systems of distribution are knowingly posited as critical limits; in a certain sense, the project fails technologically in order to succeed conceptually. From a cynical perspective, this might be interpreted as guaranteeing authenticity by insisting on the useless or non-instrumental quality of art. However, through this process, Amazon Noir illustrates how forces confined as exterior to control (virality, piracy, noncommunication) regularly operate as points of distinction to generate change and innovation. Just as hackers are legitimately employed to challenge the durability of network exchanges, malfunctions are relied upon as potential sources of future information. Indeed, the notion of demonstrating ‘autonomy’ by illustrating the shortcomings of software is entirely consistent with the logic of control as a modulating organisational diagram. These so-called “circuit breakers” are positioned as points of bifurcation that open up new systems and encompass a more general “abstract machine” or tendency governing contemporary capitalism (Parikka 300). As a consequence, the ambiguities of Amazon Noir emerge not just from the contrary articulation of intellectual property and digital technology, but additionally through the concept of thinking “resistance” simultaneously with regimes of control. This tension is apparent in Galloway’s analysis of the cybernetic machines that are synonymous with the operation of Deleuzian control societies – i.e. “computerised information management” – where tactical media are posited as potential modes of contestation against the tyranny of code, “able to exploit flaws in protocological and proprietary command and control, not to destroy technology, but to sculpt protocol and make it better suited to people’s real desires” (176). While pushing a system into a state of hypertrophy to reform digital architectures might represent a possible technique that produces a space through which to imagine something like “our” freedom, it still leaves unexamined the desire for reformation itself as nurtured by and produced through the coupling of cybernetics, information theory, and distributed networking. This draws into focus the significance of McKenzie’s Simondon-inspired cybernetic perspective on socio-technological ensembles as being always-already predetermined by and driven through asymmetries or difference. As Chun observes, consequently, there is no paradox between resistance and capture since “control and freedom are not opposites, but different sides of the same coin: just as discipline served as a grid on which liberty was established, control is the matrix that enables freedom as openness” (71). Why “openness” should be so readily equated with a state of being free represents a major unexamined presumption of digital culture, and leads to the associated predicament of attempting to think of how this freedom has become something one cannot not desire. If Amazon Noir has political currency in this context, however, it emerges from a capacity to recognise how informational networks channel desire, memories, and imaginative visions rather than just cultivated antagonisms and counterintuitive economics. As a final point, it is worth observing that the project was initiated without publicity until the settlement with Amazon.com. There is, as a consequence, nothing to suggest that this subversive “event” might have actually occurred, a feeling heightened by the abstractions of software entities. To the extent that we believe in “the big book heist,” that such an act is even possible, is a gauge through which the paranoia of control societies is illuminated as a longing or desire for autonomy. As Hakim Bey observes in his conceptualisation of “pirate utopias,” such fleeting encounters with the imaginaries of freedom flow back into the experience of the everyday as political instantiations of utopian hope. Amazon Noir, with all its underlying ethical ambiguities, presents us with a challenge to rethink these affective investments by considering our profound weaknesses to master the complexities and constant intrusions of control. It provides an opportunity to conceive of a future that begins with limits and limitations as immanently central, even foundational, to our deep interconnection with socio-technological ensembles. References “Amazon Noir – The Big Book Crime.” http://www.amazon-noir.com/>. Bey, Hakim. 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Introduction On Saturday 6 February 1954, on the third day of the Australian leg of their tour of the Commonwealth, Queen Elizabeth II and Prince Philip, the Duke of Edinburgh, visited Sydney’s Bondi Beach. The specially-staged Royal Surf Carnival they witnessed—comprising a spectacular parade, surf boat races, mock resuscitations and even unscheduled surf rescues—generated extensive media coverage. Attracting attention from historians (Warshaw 134; Ford 194–196), the carnival lingers in popular memory as not only a highlight of the Australian tour (Conway n.p.; Clark 8) and among the “most celebrated events in Australian surf lifesaving history” (Ford et al. 5) but also as “the most spectacular occasion [ever held] at Bondi Beach” (Lawrence and Sharpe 86). It is even, for some, a “highlight of the [Australian] post-war period” (Ford et al. 5). Despite this, the fuller history of the Queen’s visit to Bondi, including the detailed planning involved, remains unexplored. A small round tin medal, discovered online, offered a fresh way to approach this event. 31mm in diameter, 2mm in depth, this dual-sided, smooth-edged medal hangs from a hoop on approximately 80mm of discoloured, doubled red, white, and blue striped ribbon, fastened near its end with a tarnished brass safety pin. The obverse features a relief portrait of the youthful Queen’s face and neck in profile, her hair loosely pulled back into a low chignon, enclosed within a striped symmetrical scrolled border of curves and peaks. This is encircled with another border inscribed in raised capitals: “Her Majesty Queen Elizabeth II. Royal Visit to Waverley N.S.W.” The reverse features a smooth central section encircled with the inscription (again in raised capitals), “Presented to the Children of Waverley N.S.W. 1954”, the centre inscribed, “By Waverley Municipal Council C.A. Jeppesen Mayor”. Figs. 1 & 2: Medal, c.1954. Collection of the Author. Medals are often awarded in recognition of achievement and, in many cases, are worn as prominent components of military and other uniforms. They can also be made and gifted in commemoration, which was the case with this medal, one of many thousands presented in association with the tour. Made for Waverley Council, it was presented to all schoolchildren under 15 in the municipality, which included Bondi Beach. Similar medals were presented to schoolchildren by other Australian councils and States in Australia (NAA A462). This gifting was not unprecedented, with medals presented to (at least some) Australian schoolchildren to commemorate Queen Victoria’s 1897 Diamond Jubilee (The Age 5; Sleight 187) and the 1937 coronation of King George VI and Queen Elizabeth (“Coronation Medals” 6). Unable to discover any provenance for this medal aside from its (probable) presentation in 1954 and listing for sale in 2021, I pondered instead Waverley Council’s motivation in sourcing and giving these medals. As a researcher, this assisted me in surmounting the dominance of the surf carnival in the history of this event and led to an investigation of the planning around the Bondi visit. Planning Every level of government was involved in planning the event. Created within the Prime Minister’s Department, the Royal Visit Organisation 1954—staffed from early 1953, filling positions from within the Commonwealth Public Service, armed services and statutory authorities—had overall authority over arrangements (NAA 127, 134). National planning encompassed itineraries, travel arrangements, security, public relations, and protocol as well as fly and mosquito control, the royals’ laundry arrangements, and advice on correct dress (NAA: A1533; NAA: A6122; NAA: A9708, RV/DD Annex.15; NAA: A1838, 1516/11 Parts 1&2; NAA: A9708, RV/CD; NAA: A9708, RV/CQ; NAA: A9708, RV/T). Planning conferences were held with State officials who developed State visit programs and then devolved organisational responsibilities to Councils and other local organisations (NAA: A9708, RV/DD Annex.2; NAA: A9708, RV/DD Annex.3). Once the Bondi Beach location was decided, the Surf Life Saving Association of Australia received a Royal Command to stage a surf carnival for the royals. This command was passed to the president of the Bondi club, who organised a small delegation to meet with government representatives. A thirteen-member Planning Committee, all men (“The Queen to See” 12), was appointed “with full power to act without reference to any other body” (Meagher 6). They began meeting in June 1953 and, soon after this, the carnival was announced in the Australian press. In recognition, the “memorable finale” of a Royal Command Performance before the Queen in London in November 1953 marked the royal couple’s impending tour by filling the stage with people from Commonwealth countries. This concluded with “an Australian tableau”. Alongside people dressed as cricketers, tennis players, servicemen, and Indigenous people, a girl carrying a huge bunch of bananas, and a couple in kangaroo suits were six lifesavers dressed in Bondi march-past costumes and caps, carrying the club flag (Royal Variety Charity n.p.). In deciding on a club for the finale, Bondi was “seen the epitome of the surf lifesaving movement—and Australia” (Brawley 82). The Planning Committee worked with representatives from the police, army, government, local council, and ambulance services as well as the media and other bodies (Meagher 6). Realising the “herculean task” (Meagher 9) ahead, the committee recruited some 170 members (again all men) and 20 women volunteers from the Bondi and North Bondi Surf Clubs to assist. This included sourcing and erecting the carnival enclosure which, at over 200 meters wide, was the largest ever at the beach. The Royal dais that would be built over the promenade needed a canvas cover to shield the royal couple from the heat or rain. Seating needed to be provided for some 10,500 paying spectators, and eventually involved 17 rows of tiered seating set across the promenade, 2,200 deckchairs on the sand in front, and, on each flank, the Bondi Surf Club’s tiered stands. Accommodations also had to be provided at selected vantage points for some 100 media representatives, with a much greater crowd of 50–60,000 expected to gather outside the enclosure. Four large tents, two at each end of the competition area, would serve as both change rooms and shady rest areas for some 2,000 competitors. Two additional large tents were needed, one at each end of the lawns behind the beach, fitted out with camp stretchers that had to be sourced for the St John Ambulance Brigade to deal with first-aid cases, most of whom were envisaged to come from the crowds due to heat stroke (Meagher 6–7). The committee also had to solve numerous operational issues not usually associated with running a surf carnival, such as ensuring sufficient drinking water for so many people on what might be a very hot day (“The Queen to See” 12). With only one tap in the carnival area, the organisers had to lay a water line along the entire one-kilometre length of the promenade with double taps every two to three metres. Temporary toilets also had to be sourced, erected, and serviced. Self-financing and with costs adding up, sponsors needed to be secured to provide goods and services in return for advertising. An iced water unit was, for instance, provided on the dais, without cost, by the ElectrICE Commercial Refrigeration company. The long strip of red carpet laid from where the royals would alight from their car right through the dais was donated by the manufacturer of Feltex, a very popular Australian-made wool carpet. Prominent department store, Anthony Horden’s, loaned the intricately carved chairs to be used by the Royal couple and other officials, while The Bondi Diggers Club provided chrome plated chairs for other official guests, many of whom were the crew of royal yacht, the S.S. Gothic (Meagher 6). Fig. 3: “Feltex [Advertisement].” The Australian Home Beautiful Nov. 1954: 40. http://nla.gov.au/nla.obj-2985285882. The Ladies Committees of the Bondi and North Bondi surf clubs were tasked with organising and delivering lunch and drinks to over 400 officials, all of whom were to stay in position from early morning until the carnival concluded at 5 pm (Meagher 6). Girl members of the Bondi social clubs were to act as usherettes. Officials describe deciding who would meet, or even come in any close proximity to, the Queen as “most ticklish” and working with mayors and other officials a “headache” (“Socialites” 3). In Bondi, there were to be notably few officials sitting with the royal couple, but thousands of “ordinary” spectators seated around the carnival area. On her arrival, it was planned that the Queen would walk through a guard of honour of lifesavers from each Australian and New Zealand club competing in the carnival. After viewing the finals of the surf boat races, the Queen would meet the team captains and then, in a Land Rover, inspect the massed lifesavers and greet the spectators. Although these activities were not contentious, debate raged about the competitors’ uniforms. At this time, full-length chest-covering costumes were normally worn in march-past and other formal events, with competitors stripping down to trunks for surf races and beach events. It was, however, decided that full-length costumes would be worn for the entirety of the Queen’s visit. This generated considerable press commentary that this was ridiculous, and charges that Australians were ashamed of their lifesavers’ manly chests (“Costume Rule” 3). The president of the Bondi Life Saving Club, however, argued that they did not want the carnival spoiled by lifesavers wearing “dirty … track suits, football guernseys … old football shorts … and just about everything except proper attire” (ctd. in Jenkings 1). Waverley Council similarly attempted to control the appearance of the route through which the royals would travel to the beach on the day of the carnival. This included “a sequence of signs along the route” expressing “the suburb’s sentiments and loyalty” (“Queen in the Suburbs” 4; see also, “The Royal Tour” 9). Maintaining that “the greatest form of welcome will be by the participation of the residents themselves”, the Mayor sought public donations to pay for decorations (with donors’ names and amounts to be published in the local press, and these eventually met a third of the cost (“The Royal Tour” 9; Waverley Council n.p.). In January 1954, he personally appealed to those on the route to decorate their premises and, in encouragement, Council provided substantial prizes for the most suitably decorated private and commercial premises. The local Chamber of Commerce was responsible for decorating the transport and shopping hub of Bondi Junction, with many businesses arranging to import Coronation decorations from England (“Queen in the Suburbs” 4; “The Royal Tour” 9). With “colorful activity” providing the basis of Council’s plan (“Queen in the Suburbs” 4), careful choreography ensured that thousands of people would line the royal route through the municipality. In another direct appeal, the Mayor requested that residents mass along the roadsides, wearing appropriate rosettes or emblems and waving flags (“Queen in the Suburbs” 4; “The Royal Tour” 9). Uniformed nurses would also be released from duty to gather outside the War Memorial Hospital as the royals passed by (“Royal Visit” n.p.). At the largest greenspace on the route, Waverley Park, some 10,000 children from the municipality’s 18 schools would assemble, all in uniform and wearing the medal to be presented to them to commemorate the visit. Children would also be provided with large red, white, or blue rosettes to wave as the royals drove by. A special seating area near the park was to be set aside for the elderly and ex-servicemen (“Queen in the Suburbs” 4). Fostering Expectations As the date of the visit approached, preparation and anticipation intensified. A week before, a detailed visit schedule was published in local newspaper Bondi Daily. At this time, the Royal Tour Decorations Committee (comprised of Aldermen and prominent local citizens) were “erecting decorations at various focal points” throughout the municipality (“The Royal Tour” 9). On 4 February, the Planning Committee held their final meeting at the Bondi Beach clubhouse (Meagher 6). The next day, the entire beach was cleaned and graded (Wilson 40). The afternoon before the visit, the Council’s decoration competition was judged, with the winners a house alongside Waverley Park and the beachside Hotel Astra (“Royal Visit” n.p.), one of 14 Sydney hotels, and the only one in Bondi, granted permission to sell liquor with meals until the extended hour of 11.00 pm during the Royal visit (“State House” 5). On the day of the surf carnival, The Sydney Morning Herald featured a large photograph of the finishing touches being put to the official dais and seating the day before (“Stage Set” 15). In reality, there was still a flurry of activity from daybreak on the day itself (Meagher 7), with the final “tidying up and decorating still proceeding” (Meagher 7) as the first carnival event, the Senior boat race heats, began at 10.00 am (“N.Z. Surf” 15). Despite some resident anger regarding the area’s general dilapidation and how the money being spent on the visit could have been used for longstanding repairs to the Pavilion and other infrastructure (Brawley 203), most found the decorations of the beach area appealing (“Royal Visit” n.p.). Tickets to the carnival had sold out well in advance and the stands were filled hours before the Queen arrived, with many spectators wearing sundresses or shorts and others stripping down to swimsuits in the sunshine (“Royal Visit” n.p.). With Police Inspector Michael O’Neill’s collapse and death at a royal event the day before thought to be the result of heat exposure, and the thermometer reaching the high 80s°F (low 30s°C), a large parasol was sourced to be held over the Queen on the dais (Meagher 8). A little after 3:15 pm, the surf club’s P.A. system advised those assembled at the beach that the royal party had left Randwick Racecourse on time and were proceeding towards them (“Queen’s Visit to Races” 17), driving through cheering crowds all the way (“Sydney” 18). At Waverley Park, Council had ensured that the waiting crowds had been entertained by the Randwick-Coogee pipe band (“Royal Visit” n.p.) and spirits were high. Schoolchildren, wearing their medals, lined the footpaths, and 102-year-old Ernest Dunn, who was driven to the park in the morning by police, was provided with a seat on the roadway as well as tea and sandwiches during his long wait (“Royal Tour Highlights” 2; “Royal Visit” n.p.). The royal couple, driving by extremely slowly and waving, were given a rousing welcome. Their attire was carefully selected for the very warm day. The Queen wore a sunny lemon Dior-styled cap-sleeved dress, small hat and white accessories, the Duke a light-coloured suit and tie. It was observed that she wore heavier makeup as a protection against the sun and, as the carnival progressed, opened her handbag to locate her fashionable sunglasses (“Thrills” 1). The Duke also wore sunglasses and used race binoculars (Meagher 8). The Result Despite the exhaustive planning, there were some mishaps, mostly when the excitement of the “near-hysterical crowds” (Hardman n.p.) could not be contained. In Double Bay, for instance, as the royals made their way to Bondi, a (neither new nor clean) hat thrown into the car’s rear seat struck the Duke. It was reported that “a look of annoyance” clouded his face as he threw it back out onto the road. At other points, flags, nosegays, and flutter ribbons (long sticks tied with lengths of coloured paper) were thrown at, and into, the Royal car. In other places, hundreds raced out into the roadway to try to touch the Queen or the Duke. They “withstood the ordeal unflinchingly”, but the Duke was reportedly concerned about “this mass rudeness” (“Rude Mobs” 2). The most severe crowding of the day occurred as the car passed through the centre of Bondi Junction’s shopping district, where uniformed police had to jump on the Royal car’s running boards to hold off the crowds. Police also had to forcibly restrain a group of men who rushed the car as it passed the Astra Hotel. This was said to be “an ugly incident … resentment of the police action threatened to breed a riot” (“Rude Mobs” 2). Almost everything else met, and even exceeded, expectations. The Queen and Duke’s slow progress from Bondi Road and then, after passing under a large “Welcome to Bondi” sign, their arrival at the entrance to the dais only three minutes late and presence at the carnival went entirely to plan and are well documented in minute-by-minute detail. This includes in detailed press reports, newsreels, and a colour film, The Queen in Australia (1954). Their genuine enjoyment of the races was widely commented upon, evidenced in how they pointed out details to each other (Meagher 8), the number of times the Duke used his binoculars and, especially, in their reluctance to leave, eventually staying more than double the scheduled time (“Queen Delighted” 7). Sales of tickets and programs more than met the costs of mounting the event (Meagher 8–9) and the charity concert held at the beach on the night of the carnival to make the most of the crowds also raised significant funds (“Queen in the Suburbs” 4). Bondi Beach looked spectacularly beautiful and gained considerable national and international exposure (Landman 183). The Surf Life Saving Association of Australia’s president noted that the “two factors that organisation could not hope to control—weather and cooperation of spectators—fulfilled the most optimistic hopes” (Curlewis 9; Maxwell 9). Conclusion Although it has been stated that the 58-day tour was “the single biggest event ever planned in Australia” (Clark 8), focussing in on a single event reveals the detailed decentralised organisation which went into both each individual activity as well as the travel between them. It also reveals how significantly responsible bodies drew upon volunteer labour and financial contributions from residents. While many studies have discussed the warm welcome given to the monarch by Australians in 1954 (Connors 371–2, 378), a significant finding from this object-inspired research is how purposefully Waverley Council primed this public reception. The little medal discussed at the opening of this discussion was just one of many deliberate attempts to prompt a mass expression of homage and loyalty to the sovereign. It also reveals how, despite the meticulous planning and minute-by-minute scheduling, there were unprompted and impulsive behaviours, both by spectators and the royals. Methodologically, this investigation also suggests that seemingly unprepossessing material remnants of the past can function as portals into larger stories. In this case, while an object biography could not be written of the commemorative medal I stumbled upon, a thoughtful consideration of this object inspired an investigation of aspects of the Queen’s visit to Bondi Beach that had otherwise remained unexplored. References Brawley, Sean. “Lifesavers of a Nation.” 3 Feb. 2007: 82. [extract from The Bondi Lifesaver: A History of an Australian Icon. Sydney: ABC Books, 2007.] Clark, Andrew. “The Queen’s Royal Tours of Australia Remembered: Reflection.” The Australian Financial Review 10 Sep. 2022: 8. Connors, Jane. “The 1954 Royal Tour of Australia.” Australian Historical Studies 25 (1993): 371–82. Conway, Doug. “Queen’s Perennial Pride in Australia.” AAP General News Wire 26 Nov. 2021: n.p. “Coronation Medals Presented to School Children: 6000 Distributed in Rockhampton District.” Morning Bulletin 12 May 1937: 6. “Costume Rule for Queen’s Bondi Visit.” Barrier Miner 18 Dec. 1953: 3. Curlewis, Adrian. “Letter.” Bondi Surfer: Official Organ of the Bondi Surf Bathers’ Life Saving Club 2.7 (1954): 9. Ford, Caroline. Sydney Beaches: A History. Sydney: NewSouth Publishing, 2014. Ford, Caroline, Chris Giles, Danya Hodgetts, and Sean O’Connell. “Surf Lifesaving: An Australian Icon in Transition.” Australian Bureau of Statistics Year Book, Australia 2007. Ed. Dennis Trewin. Canberra: Australian Bureau of Statistics, 2007. 1–12. Hardman, Robert. Our Queen. London: Hutchinson, 2011. <https://www.google.com.au/books/edition/OurQueen/DySbU9r0ABgC>. Jenkings, Frank. “Editorial.” Bondi Surfer: Official Organ of the Bondi Surf Bathers’ Life Saving Club 2.6 (1954): 1. Landman, Jane. “Renewing Imperial Ties: The Queen in Australia.” The British Monarchy on Screen. Ed. Mandy Merck. Manchester: Manchester UP, 2016. 181–204. Lawrence, Joan, and Alan Sharpe. Pictorial History: Eastern Suburbs. Alexandria: Kingsclear Books, 1999. Maxwell, C. Bede. “Letter.” Bondi Surfer: Official Organ of the Bondi Surf Bathers’ Life Saving Club 2.7 (1954): 9. Meagher, T.W. “The Royal Tour Surf Carnival Bondi Beach, February 6, 1954.” Bondi Surfer: Official Organ of the Bondi Surf Bathers’ Life Saving Club 2.7 (1954): 6–9. National Archives of Australia (NAA): A462, 825/4/6, Royal tour 1954—Medals for School children—General representations, 1954. National Archives of Australia (NAA): A1533, 1957/758B, Royal Visit, 1953–1954. National Archives of Australia (NAA): A1838, 1516/11 Part 1, Protocol—Royal Visit, 1948–1954. National Archives of Australia (NAA): A1838, 1516/11 Part 2, Protocol—Royal Visit, 1954–1966. National Archives of Australia (NAA): A6122, 1861, Government Heads of State—Royal Visit 1954—ASIO file, 1953–1958. Canberra: Australian Security Intelligence Organization. National Archives of Australia (NAA): A9708, RV/CD, Fly and Mosquito Control. National Archives of Australia (NAA): A9708, RV/CQ, Laundry and Dry Cleaning and Pressing Arrangements. National Archives of Australia (NAA): A9708, RV/DD Annexure 2, Minutes of Conferences with State Directors, 22 January 1953–14 January 1954. National Archives of Australia (NAA): A9708, RV/DD Annexure 3, State Publications. National Archives of Australia (NAA): A9708, RV/DD Annexure 15, Report by Public Relations Officer. National Archives of Australia (NAA): A9708, RV/T, Matters Relating to Dress. National Archives of Australia (NAA). Royalty and Australian Society: Records Relating to The British Monarchy Held in Canberra. Research Guide. Canberra: Commonwealth of Australia, 1998. “N.Z. Surf Team in Dispute.” The Sydney Morning Herald 6 Feb. 1954: 15. “Queen Delighted by Carnival.” The Sun-Herald 7 Feb. 1954: 7. “Queen in the Suburbs: Waverley.” Sun 21 Jan. 1954: 4. “Queen’s Visit to Races: Drive in Suburbs.” The Daily Telegraph 6 Feb. 1954: 17. “Royal Tour Highlights.” The Mail 6 Feb. 1954: 2. Royal Variety Charity. “Coronation Year Royal Variety Performance.” London: London Coliseum, 2 Nov. 1953. <https://www.royalvarietycharity.org/royal-variety-performance/archive/detail/1953-london-coliseum>. “Royal Visit to Waverley.” Feb. 1954 [Royal Visit, 1954 (Topic File). Local Studies Collection, Waverley Library, Bondi Junction, LS VF] “Rude Mobs Spoil Happy Reception.” The Argus 8 Feb. 1954: 2. Sleight, Simon. Young People and the Shaping of Public Space in Melbourne, 1870–1914. Abingdon: Routledge, 2016. “Socialites in for Rude Shock on Royal Tour Invitations.” Daily Telegraph 3 Jan. 1954: 3. “Stage Set for Royal Surf Carnival at Bondi.” The Sydney Morning Herald 6 Feb. 1954: 15. “State House Rehearses Royal Opening.” The Sydney Morning Herald 27 Jan. 1954: 5. “Sydney.” Women’s Letters. The Bulletin 10 Feb. 1954: 18. The Age 24 Jun. 1897: 5. The Queen in Australia. Dir. Colin Dean. Australian National Film Board, 1954. “The Queen to See Lifesavers.” The Daily Telegraph 24 Aug. 1953: 12. “The Royal Tour.” Bondi Daily 30 Jan. 1954: 9. “Thrills for the Queen at Bondi Carnival—Stayed Extra Time.” The Sun-Herald 7 Feb. 1954: 1. Warshaw, Matt. The History of Surfing. San Fransisco: Chronicle Books, 2010. Wilson, Jack. Australian Surfing and Surf Lifesaving. Adelaide: Rigby, 1979.

IntroductionCan a person’s tastes in art, music, literature, cinema, sport, humour or other fields be changed through online activity? This article explores that question by comparing recent research findings in the areas of neuroplasticity and flow. Neuroplasticity, also known as brain plasticity, is the idea that the human brain can change its structure and function through thought and activity, even into old age (Doidge). The second concept—flow—comes from the field of psychology, and refers to a deeply satisfying state of focused attention that people sometimes experience while engaging in an enjoyable activity such as browsing the Web (Csikszentmihalyi, Flow). Research into the experiences of web users, conducted from these two different perspectives, reveal interesting connections to the acquisition of taste and opportunities for further investigation. Neuroplasticity The term neuroplasticity comes from the words neuron and plastic. Neurons are the nerve cells in our brains and nervous systems. Plastic, in this context, means flexibility or malleability. Neuroplasticity has replaced the formerly-held belief that the brain is a physiologically static organ, hard-wired like a machine (Kolb, Gibb and Robinson). For much of the last century, scientists believed that adult brains, unlike those of children, could not produce new neurons or build new pathways or connections between neurons. According to this view, any brain function that was lost through damage was irretrievable. Today, research into neuroplasticity has proven that this is not the case. In the late 1960s and 1970s pioneering scientists such as Paul Bach-y-Rita demonstrated that brains change their structure with different activities they perform (Kercel). When certain parts fail, other parts can sometimes take over. Subsequent research by many scientists has validated this once-controversial idea, leading to practical benefits such as the restoration of limb function in stroke victims, and improved cognition and perception in people with learning disabilities (Nowak et al.). Merzenich, for example, has demonstrated how a brain’s processing areas, called brain maps, change in response to what people do over the course of their lives. Different brain maps exist for different activities and functions, including sensory perception, motor skills and higher mental activities. Brain maps are governed by competition for mental resources and the principle of “use it or lose it.” If a person stops exercising particular mental skills, such as speaking Spanish or playing piano, then the brain map space for those skills is handed over to skills that they practise instead. Brain maps are also governed by a principle that is summarised by the expression, “neurons that fire together wire together” (Doidge 63). Neurons in brain maps develop stronger connections to each other when they are activated at the same moment in time. Consequently people are able to form new maps by developing new neural connections. Acquiring Tastes Doidge has illustrated the role that neuroplasticity plays in acquiring new tastes by explaining how habitual viewing of online pornography can shape sexual tastes (102). In the mid- to late-1990s, Doidge (a psychiatrist and psychoanalyst) treated several men who had lost interest in their sexual partners as a consequence of their addiction to online pornography. Doidge explains their change of sexual taste in terms of neuroplasticity, noting that “pornography, delivered by high-speed Internet connections, satisfies every one of the prerequisites for neuroplastic change” (102). The sexual excitement of viewing pornography releases a chemical neurotransmitter named dopamine that activates the brain’s pleasure centres. Since “neurons that fire together wire together”, the repeated viewing of pornography effectively wires the pornographic images into the pleasure centres of the brain with the focused attention required for neuroplastic change. In other words, habitual viewers of pornography develop new brain maps based on the photos and videos they see. And since the brain operates on a “use it or lose it” principle, they long to keep those new maps activated. Consequently, pornography has an addictive power. Like all addicts, the men who Doidge treated developed a tolerance to the photos and videos they observed and sought out progressively higher levels of stimulation for satisfaction. Doidge explains the result: The content of what they found exciting changed as the Web sites introduced themes and scripts that altered their brains without their awareness. Because plasticity is competitive, the brain maps for new, exciting images increased at the expense of what had previously attracted them—the reason, I believe, they began to find their girlfriends less of a turn-on. (109) If the habitual viewing of online pornography can change sexual tastes, what other tastes can be changed through online activity? Art? Music? Literature? Cinema? Sport? Humour? One avenue for investigating this question is to consider existing research into the flow experiences of web users. The term flow refers to a deeply satisfying state of focused attention that was first identified by psychologist Mihaly Csikszentmihalyi (Beyond Boredom) in his studies of optimal experiences. According to Csikszentmihalyi, people in flow “are so involved in an activity that nothing else seems to matter; the experience itself is so enjoyable that people will do it even at great cost, for the sheer sake of doing it” (Flow 4). Flow experiences are characterised by some common elements, which include a balance between the challenges of an activity and the skills required to meet those challenges; clear goals and feedback; concentration on the task at hand; a sense of control; a merging of action and awareness; a loss of self-consciousness; a distorted sense of time; and the autotelic experience. The term autotelic refers to an activity that is done, not with the expectation of some future benefit, but simply because the doing itself is the reward. Whenever people reflect on their flow experiences, they mention some, and often all, of these characteristics. Support for Csikszentmihalyi’s characterisation of flow can be found in studies of many diverse activities, such as playing computer games (Chen) and participating in sport (Jackson), to mention just two examples. The activities that people engage in to experience flow vary enormously, but they describe how it feels in almost identical terms. Pace has developed a grounded theory of the flow experiences of web users engaged in content-seeking activities including directed searching and exploratory browsing. The term grounded in this instance refers to the fact that the theory was developed using the Grounded Theory research method, and its explanations are grounded in the study’s data rather than deduced from research literature (Charmaz). A review of that theory reveals many similarities between the flow experiences of web users engaged in content-seeking activities and the experiences of habitual viewers of online pornography described by Doidge. The following sections will consider several of those similarities. Focused Attention Focused attention is essential for long-term neuroplastic change. Goleman notes that “when practice occurs while we are focusing elsewhere, the brain does not rewire the relevant circuitry for that particular routine” (164). In a series of brain mapping experiments with monkeys, Merzenich discovered that “lasting changes occurred only when his monkeys paid close attention” (Doidge 68). When the animals performed tasks without paying close attention, their brain maps changed, but the changes did not last. Focused attention also plays a central role in the flow experiences of web users. The higher-than-average challenges associated with flow activities require a complete focusing of attention on the task at hand, or as Csikszentmihalyi puts it, “a centering of attention on a limited stimulus field” (Beyond Boredom 40). An important by-product of this fact is that flow leaves no room in one’s consciousness for irrelevant thoughts, worries or distractions (Csikszentmihalyi, Flow 58). People who experience flow frequently report that, while it lasts, they are able to forget about the unpleasant aspects of life. Consider the following comment from a 42-year-old male’s recollection of experiencing flow while using the Web: “It’s a total concentration experience. You’re so interested in doing what it is you’re doing that nothing’s interrupting you.” In everyday life, one’s concentration is rarely so intense that all preoccupations disappear from consciousness, but that is precisely what happens in a flow experience. All of the troubling thoughts that normally occupy the mind are temporarily suspended while the pressing demands of the flow activity consume one’s attention. Let’s now consider a second similarity between the flow experiences of web users and the taste-changing experiences of habitual viewers of online pornography. Enjoyment The pleasure experienced by the pornography addicts treated by Doidge played an important role in the alteration of their brain maps and sexual tastes. Since “neurons that fire together wire together”, the repeated viewing of pornographic photos and videos wired those images into the pleasure centres of their brains with the focused attention required for neuroplastic change. Web users in flow also experience enjoyment, but possibly a different kind of enjoyment to the pleasure described by Doidge. Seligman and Csikszentmihalyi make the following distinction between pleasure and enjoyment: Pleasure is the good feeling that comes from satisfying homeostatic needs such as hunger, sex, and bodily comfort. Enjoyment, on the other hand, refers to the good feelings people experience when they break through the limits of homeostasis—when they do something that stretches them beyond what they were—in an athletic event, an artistic performance, a good deed, a stimulating conversation. (12) The enjoyment experienced by people in flow is sometimes described as “the autotelic experience.” According to Csikszentmihalyi, an autotelic experience is “a self-contained activity, one that is done not with the expectation of some future benefit, but simply because the doing itself is the reward” (Flow 67). Because autotelic experiences are so satisfying, they create a strong desire to repeat the activity that produced the experience. Consider the following comment from a web user about the reasons he enjoys online content-seeking activities that have led to flow: It’s like going to somewhere new. You’re always learning something. You’re always finding something. And you don’t know what it is you’re going to find. There’s so much out there that you’ll go there one day and then you’ll come back, and you’ll actually end up on a different path and finding something different. So it’s investigation of the unknown really. This comment, like many web users’ recollections of their flow experiences, points to a relationship between enjoyment and discovery. This connection is also evident in flow experiences that occur during other kinds of activities. For example, Csikszentmihalyi suggests that “the reason we enjoy a particular activity is not because such pleasure has been previously programmed in our nervous system, but because of something discovered as a result of interaction” (The Evolving Self 189). He illustrates this point with the example of a person who is at first indifferent to or bored by a particular activity, such as listening to classical music. When opportunities for action in the context of the activity become clearer, or when the individual’s skills improve, the activity may start to be interesting and finally gratifying. For example, if a person begins to understand the design underlying a symphony he or she might begin to enjoy the act of listening. This example hints at how discovery, enjoyment and other rewards of flow may engender change in a person’s taste. Let’s now consider a third similarity between the two areas of research. Compulsive Behaviour One consequence of flow experiences being so enjoyable is that they create a strong desire to repeat whatever helped to make them happen. If a person experiences flow while browsing online for new music, for example, he or she will probably want to repeat that activity to enjoy the experience again. Consider the following comment from a 28-year-old female web user who recalled experiencing flow intermittently over a period of three days: “I did go to bed—really late. And then as soon as I got up in the morning I was zoom—straight back on there […] I guess it’s a bit like a gambling addiction.” This study informant’s use of the term addiction highlights another similarity between the flow experiences of web users and habitual viewing of online pornography. Flow experiences can, in a very small percentage of cases, encourage compulsive behaviour and possibly addiction. A study by Khang, Kim and Kim found that “experiences of the flow state significantly influenced media addiction” across three media forms: the Internet, mobile phones and video games (2423). Examples of problems associated with excessive Internet use include sleep deprivation, poor eating and exercise habits, conflict with family members, and neglect of academic, interpersonal, financial and, occupational responsibilities (Douglas et al). Some heavy Internet users report feelings of moodiness and anxiety while they are offline, along with an intense desire to log in. Doidge states that “the addictiveness of Internet pornography is not a metaphor” (106), but many researchers are reluctant to apply the term addiction to heavy Internet use. Internet addiction first came to the attention of the research community in the mid-1990s when Young conceptualised it as an impulse-control disorder and proposed a set of diagnostic criteria based on the diagnostic criteria for pathological gambling in the Diagnostic and Statistical Manual of Mental Disorders. However, after more than fifteen years of research on this subject, there is still no agreement on a definition or diagnostic criteria for Internet addiction. Some researchers argue that Internet addiction is not a true addiction and may be no more than a symptom of other existing disorders such as anxiety or depression (Weinstein and Lejoyeux). Regardless of this controversy, the potential for compulsive behaviour is another clear similarity between the flow experiences of web users and the neuroplastic change caused by habitual viewing of online pornography. One more similarity will be considered. Sidetracks In Pace’s study of the flow experiences of web users, informants reported engaging in two general types of content-seeking behaviour: (1) a directed searching mode in which one is motivated to find a particular piece of content such as the answer to a question or a specific music video; and (2) an exploratory browsing mode that is characterised by diffuse motives such as passing time or seeking stimulation. Directed searching and exploratory browsing are not dichotomous forms of navigation behaviour. On the contrary, they are closely interrelated. Web users move back and forth between the two modes, often many times within the same session. Just as web users can change from one navigation mode to another, they can also get sidetracked from one topic to another. For instance, it is reportedly quite common for a web user engaged in a content-seeking activity to decide to pursue a different goal because his or her curiosity is aroused by interesting content or links that are not directly relevant to the task at hand. Consider the following comment from a 21-year-old female web user whose desire to find contact details for a local Tai Chi group disappeared when a link to the Sportsgirl web site attracted her attention: I think I typed in “sports” […] I was actually looking for a place to do Tai Chi and that sort of thing. So I was looking for a sport. And it ended up coming up with the Sportsgirl web site. And I ended up looking at clothes all afternoon. So that was kind of cool. Sidetracks are a common feature of the flow experiences of web users. They are also a prominent feature of the description that Doidge provided of the pornography addicts’ neuroplastic change (109). The content of what the men found exciting changed as the web sites they viewed introduced “themes and scripts” or sidetracks that altered their brain maps. “Without being fully aware of what they were looking for, they scanned hundreds of images and scenarios until they hit upon an image or sexual script that touched some buried theme that really excited them”, Doidge notes (110). Conclusion Can a person’s tastes in art, music, literature, cinema, sport, humour or some other field be changed through online activity, just as sexual tastes can? This article alone cannot conclusively answer that question, but significant similarities between the flow experiences of web users and the neuroplastic change experienced by habitual viewers of online pornography suggest that flow theory could be a fruitful line of investigation. Can the flow experiences of web users lead to changes in taste, just as the neuroplastic change caused by habitual viewing of online pornography can lead to changes in sexual taste? What is the relationship between flow and neuroplastic change? Is the Internet the most appropriate environment for exploring these questions about taste, or do offline flow activities provide insights that have been neglected? These are some of the unanswered questions arising from this discussion that require further investigation. Advances in the field of neuroplasticity have been described as some of “the most extraordinary discoveries of the twentieth century” (Doidge xv). These advances provide an opportunity to revisit related theories and to enhance our understanding of phenomena such as flow and taste. References Charmaz, Kathy. Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis. Thousand Oaks, California: Sage Publications, 2006. Chen, Jenova. “Flow in Games (and Everything Else).” Communications of the ACM 50.4 (2007): 31–34. Csikszentmihalyi, Mihaly. Beyond Boredom and Anxiety: The Experience of Play in Work and Games. San Francisco: Jossey-Bass Publishers, 1975. Csikszentmihalyi, Mihaly. The Evolving Self: A Psychology for the Third Millennium. New York: HarperPerennial, 1993. Csikszentmihalyi, Mihaly. Flow: The Psychology of Optimal Experience. New York: HarperPerennial, 1990. Doidge, Norman. The Brain That Changes Itself: Stories of Personal Triumph from the Frontiers of Brain Science. Melbourne: Scribe Publications, 2010. Douglas, Alecia C., Juline E. Mills, Mamadou Niang, Svetlana Stepchenkova, Sookeun Byun, Celestino Ruffini, Seul Ki Lee, Jihad Loutfi, Jung-Kook Lee, Mikhail Atallah, and Marina Blanton. “Internet Addiction: Meta-Synthesis of Qualitative Research for the Decade 1996-2006.” Computers in Human Behavior 24 (2008): 3027–3044. Goleman, Daniel. Focus: The Hidden Driver of Excellence. New York: HarperCollins, 2013. Jackson, Susan. “Toward a Conceptual Understanding of the Flow Experience in Elite Athletes.” Research Quarterly for Exercise and Sport 67.1 (1996): 76–90. Khang, Hyoungkoo, Jung Kyu Kim, and Yeojin Kim. “Self-Traits and Motivations as Antecedents of Digital Media Flow and Addiction: The Internet, Mobile Phones, and Video Games.” Computers in Human Behavior 29 (2013): 2416–2424. Kercel, Stephen W. “Editorial: The Wide-Ranging Impact of the Work of Paul Bach-y-Rita.” Journal of Integrative Neuroscience 4.4 (2005): 403–406. Kolb, Bryan, Robbin Gibb, and Terry E. Robinson. “Brain Plasticity and Behavior.” Current Directions in Psychological Science 12.1 (2003): 1–5. Merzenich, Michael. Soft-Wired: How the New Science of Brain Plasticity Can Change Your Life. San Francisco: Parnassus Publishing, 2013. Nowak, Dennis A., Kathrin Bösl, Jitka Podubeckà, and James R. Carey. “Noninvasive Brain Stimulation and Motor Recovery After Stroke.” Restorative Neurology and Neuroscience 28 (2010): 531–544. Pace, Steven. “A Grounded Theory of the Flow Experiences of Web Users.” International Journal of Human-Computer Studies 60.3 (2004): 327–363. Seligman, Martin E. P., and Mihaly Csikszentmihalyi. “Positive Psychology: An Introduction.” American Psychologist 55.1 (2000): 5–14. Weinstein, Aviv, and Michel Lejoyeux. “Internet Addiction or Excessive Internet Use.” The American Journal of Drug and Alcohol Abuse 36 (2010): 277–283. Young, Kimberly S. Caught in the Net: How to Recognize the Signs of Internet Addiction—And a Winning Strategy for Recovery. New York: John Wiley & Sons, 1998.

Babies and toddlers are amassing huge followings on social media, achieving microcelebrity status, and raking in five figure sums. In East Asia, many of these lucrative “micro­-microcelebrities” rise to fame by inheriting exposure and proximate microcelebrification from their social media Influencer mothers. Through self-branding techniques, Influencer mothers’ portrayals of their young’ children’s lives “as lived” are the canvas on which (baby) products and services are marketed to readers as “advertorials”. In turning to investigate this budding phenomenon, I draw on ethnographic case studies in Singapore to outline the career trajectory of these young children (under 4yo) including their social media presence, branding strategies, and engagement with their followers. The chapter closes with a brief discussion on some ethical considerations of such young children’s labour in the social media age.Influencer MothersTheresa Senft first coined the term “microcelebrity” in her work Camgirls as a burgeoning online trend, wherein people attempt to gain popularity by employing digital media technologies, such as videos, blogs, and social media. She describes microcelebrities as “non-actors as performers” whose narratives take place “without overt manipulation”, and who are “more ‘real’ than television personalities with ‘perfect hair, perfect friends and perfect lives’” (Senft 16), foregrounding their active response to their communities in the ways that maintain open channels of feedback on social media to engage with their following.Influencers – a vernacular industry term albeit inspired by Katz & Lazarsfeld’s notion of “personal influence” that predates Internet culture – are one type of microcelebrity; they are everyday, ordinary Internet users who accumulate a relatively large following on blogs and social media through the textual and visual narration of their personal lives and lifestyles, engage with their following in “digital” and “physical” spaces, and monetize their following by integrating “advertorials” into their blog or social media posts and making physical appearances at events. A pastiche of “advertisement” and “editorial”, advertorials in the Influencer industry are highly personalized, opinion-laden promotions of products/services that Influencers personally experience and endorse for a fee. Influencers in Singapore often brand themselves as having “relatability”, or the ability to persuade their followers to identify with them (Abidin). They do so by make consciously visible the backstage (Goffman) of the usually “inaccessible”, “personal”, and “private” aspects of mundane, everyday life to curate personae that feel “authentic” to fans (Marwick 114), and more accessible than traditional celebrity (Senft 16).Historically, the Influencer industry in Singapore can be traced back to the early beginnings of the “blogshop” industry from the mid-2000s and the “commercial blogging” industry. Influencers are predominantly young women, and market products and services from diverse industries, although the most popular have been fashion, beauty, F&B, travel, and electronics. Most prominent Influencers are contracted to management agencies who broker deals in exchange for commission and assist in the production of their vlogs. Since then, the industry has grown, matured, and expanded so rapidly that Influencers developed emergent models of advertorials, with the earliest cohorts moving into different life stages and monetizing several other aspects of their personal lives such as the “micro-microcelebrity” of their young children. What this paper provides is an important analysis of the genesis and normative practices of micro-microcelebrity commerce in Singapore from its earliest years, and future research trajectories in this field.Micro-Microcelebrity and Proximate MicrocelebrificationI define micro-microcelebrities as the children of Influencers who have themselves become proximate microcelebrities, having derived exposure and fame from their prominent Influencer mothers, usually through a more prolific, deliberate, and commercial form of what Blum-Ross defines as “sharenting”: the act of parents sharing images and stores about their children in digital spaces such as social networking sites and blogs. Marwick (116-117), drawing from Rojek’s work on types of celebrity – distinguishes between two types of microcelebrity: “ascribed microcelebrity” where the online personality is made recognizable through the “production of celebrity media” such as paparazzi shots and user-produced online memes, or “achieved microcelebrity” where users engage in “self-presentation strateg[ies]”, such as fostering the illusion of intimacy with fans, maintaining a persona, and selective disclosure about oneself.Micro-microcelebrities lie somewhere between the two: In a process I term “proximate microcelebrification”, micro-microcelebrities themselves inherit celebrity through the preemptive and continuous exposure from their Influencer mothers, many beginning even during the pre-birth pregnancy stages in the form of ultrasound scans, as a form of “achieved microcelebrity”. Influencer mothers whose “presentational strategies” (cf. Marshall, “Promotion” 45) are successful enough (as will be addressed later) gain traction among followers, who in turn further popularize the micro-microcelebrity by setting up fan accounts, tribute sites, and gossip forums through which fame is heightened in a feedback loop as a model of “ascribed microcelebrity”.Here, however, I refrain from conceptualizing these young stars as “micro-Influencers” for unlike Influencers, these children do not yet curate their self-presentation to command the attention of followers, but instead are used, framed, and appropriated by their mothers for advertorials. In other words, Influencer mothers “curate [micro-microcelebrities’] identities into being” (Leaver, “Birth”). Following this, many aspects of their micro-microcelebrities become rapidly commodified and commercialized, with advertisers clamoring to endorse anything from maternity hospital stays to nappy cream.Although children of mommybloggers have the prospect to become micro-microcelebrities, both groups are conceptually distinct. Friedman (200-201) argues that among mommybloggers arose a tension between those who adopt “the raw authenticity of nonmonetized blogging”, documenting the “unglamorous minutiae” of their daily lives and a “more authentic view of motherhood” and those who use mommyblogs “primarily as a source of extra income rather than as a site for memoir”, focusing on “parent-centered products” (cf. Mom Bloggers Club).In contrast, micro-microcelebrities and their digital presence are deliberately commercial, framed and staged by Influencer mothers in order to maximize their advertorial potential, and are often postured to market even non-baby/parenting products such as fast food and vehicles (see later). Because of the overt commerce, it is unclear if micro-microcelebrity displays constitute “intimate surveillance”, an “almost always well-intentioned surveillance of young people by parents” (Leaver, “Born” 4). Furthermore, children are generally peripheral to mommybloggers whose own parenting narratives take precedence as a way to connect with fellow mothers, while micro-microcelebrities are the primary feature whose everyday lives and digital presence enrapture followers.MethodologyThe analysis presented is informed by my original fieldwork with 125 Influencers and related actors among whom I conducted a mixture of physical and digital personal interviews, participant observation, web archaeology, and archival research between December 2011 and October 2014. However, the material presented here is based on my digital participant observation of publicly accessible and intentionally-public digital presence of the first four highly successful micro-microcelebrities in Singapore: “Baby Dash” (b.2013) is the son of Influencer xiaxue, “#HeYurou” (b.2011) is the niece of Influencer bongqiuqiu, “#BabyElroyE” (b.2014) is the son of Influencer ohsofickle, and “@MereGoRound” (b.2015) is the daughter of Influencer bongqiuqiu.The microcelebrity/social media handles of these children take different forms, following the platform on which their parent/aunt has exposed them on the most. Baby Dash appears in all of xiaxue’s digital platforms under a variety of over 30 indexical, ironic, or humourous hashtags (Leaver, “Birth”) including “#pointylipped”, #pineappledash”, and “#面包脸” (trans. “bread face”); “#HeYurou” appears on bongqiuqiu’s Instagram and Twitter; “#BabyElroyE” appears on ohsofickle’s Instagram and blog, and is the central figure of his mother’s new YouTube channel; and “@MereGoRound” appears on all of bongqiuqiu’s digital platforms but also has her own Instagram account and dedicated YouTube channel. The images reproduced here are screenshot from Influencer mothers’ highly public social media: xiaxue, bongqiuqiu, and ohsofickle boast 593k, 277k, and 124k followers on Instagram and 263k, 41k, and 17k followers on Twitter respectively at the time of writing.Anticipation and Digital EstatesIn an exclusive front-pager (Figure 1) on the day of his induced birth, it was announced that Baby Dash had already received up to SGD25,000 worth of endorsement deals brokered by his Influencer mother, xiaxue. As the first micro-microcelebrity in his cohort (his mother was among the pioneer Influencers), Baby Dash’s Caesarean section was even filmed and posted on xiaxue’s YouTube channel in three parts (Figure 2). xiaxue had announced her pregnancy on her blog while in her second trimester, following which she consistently posted mirror selfies of her baby bump.Figure 1 & 2, screenshot April 2013 from ‹instagram.com/xiaxue›In her successful attempt at generating anticipation, the “bump” itself seemed to garner its own following on Twitter and Instagram, with many followers discussing how the Influencer dressed “it”, and how “it” was evolving over the weeks. One follower even compiled a collage of xiaxue’s “bump” chronologically and gifted it to the Influencer as an art image via Twitter on the day she delivered Baby Dash (Figure 3 & 4). Followers also frequently speculated and bantered about how her baby would look, and mused about how much they were going to adore him. Figure 3 & 4, screenshot March 2013 from ‹twitter.com/xiaxue› While Lupton (42) has conceptualized the sharing of images that precede birth as a “rite of passage”, Influencer mothers who publish sonograms deliberately do so in order to claim digital estates for their to-be micro-microcelebrities in the form of “reserved” social media handles, blog URLs, and unique hashtags for self-branding. For instance, at the 3-month mark of her pregnancy, Influencer bongqiuqiu debuted her baby’s dedicated hashtag, “#MereGoRound” in a birth announcement on her on Instagram account. Shortly after, she started an Instagram account, “@MereGoRound”, for her baby, who amassed over 5.5k followers prior to her birth. Figure 5 & 6, screenshot March 2015 from instagram.com/meregoround and instagram.com/bongqiuqiuThe debut picture features a heavily pregnant belly shot of bongqiuqiu (Figure 5), creating much anticipation for the arrival of a new micro-microcelebrity: in the six months leading up to her birth, various family, friends, and fans shared Instagram images of their gifts and welcome party for @MereGoRound, and followers shared congratulations and fan art on the dedicated Instagram hashtag. During this time, bongqiuqiu also frequently updated followers on her pregnancy progress, not without advertising her (presumably sponsored) gynecologist and hospital stay in her pregnancy diaries (Figure 6) – like Baby Dash, even as a foetus @MereGoRound was accumulating advertorials. Presently at six months old, @MereGoRound boasts almost 40k followers on Instagram on which embedded in the narrative of her growth are sponsored products and services from various advertisers.Non-Baby-Related AdvertorialsPrior to her pregnancy, Influencer bongqiuqiu hopped onto the micro-microcelebrity bandwagon in the wake of Baby Dash’s birth, by using her niece “#HeYurou” in her advertorials. Many Influencers attempt to naturalize their advertorials by composing their post as if recounting a family event. With reference to a child, parent, or partner, they may muse or quip about a product being used or an experience being shared in a bid to mask the distinction between their personal and commercial material. bongqiuqiu frequently posted personal, non-sponsored images engaging in daily mundane activities under the dedicated hashtag “#HeYurou”.However, this was occasionally interspersed with pictures of her niece holding on to various products including storybooks (Figure 8) and shopping bags (Figure 9). At first glance, this might have seemed like any mundane daily update the Influencer often posts. However, a close inspection reveals the caption bearing sponsor hashtags, tags, and campaign information. For instance, one Instagram post shows #HeYurou casually holding on to and staring at a burger in KFC wrapping (Figure 7), but when read in tandem with bongqiuqiu’s other KFC-related posts published over a span of a few months, it becomes clear that #HeYurou was in fact advertising for KFC. Figure 7, 8, 9, screenshot December 2014 from ‹instagram.com/bongqiuqiu›Elsewhere, Baby Dash was incorporated into xiaxue’s car sponsorship with over 20 large decals of one of his viral photos – dubbed “pineapple Dash” among followers – plastered all over her vehicle (Figure 10). Followers who spot the car in public are encouraged to photograph and upload the image using its dedicated hashtag, “#xiaxuecar” as part of the Influencer’s car sponsorship – an engagement scarcely related to her young child. Since then, xiaxue has speculated producing offshoots of “pineapple Dash” products including smartphone casings. Figure 10, screenshot December 2014 from ‹instagram.com/xiaxue›Follower EngagementSponsors regularly organize fan meet-and-greets headlined by micro-microcelebrities in order to attract potential customers. Photo opportunities and the chance to see Baby Dash “in the flesh” frequently front press and promotional material of marketing campaigns. Elsewhere on social media, several Baby Dash fan and tribute accounts have also emerged on Instagram, reposting images and related media of the micro-microcelebrity with overt adoration, no doubt encouraged by xiaxue, who began crowdsourcing captions for Baby Dash’s photos.Influencer ohsofickle postures #BabyElroyE’s follower engagement in a more subtle way. In her YouTube channel that debut in the month of her baby’s birth, ohsofickle produces video diaries of being a young, single, mother who is raising a child (Figure 11). In each episode, #BabyElroyE is the main feature whose daily activities are documented, and while there is some advertising embedded, ohsofickle’s approach on YouTube is much less overt than others as it features much more non-monetized personal content (Figure 12). Her blog serves as a backchannel to her vlogs, in which she recounts her struggles with motherhood and explicitly solicits the advice of mothers. However, owing to her young age (she became an Influencer at 17 and gave birth at 24), many of her followers are teenagers and young women who respond to her solicitations by gushing over #BabyElroyE’s images on Instagram. Figure 11 & 12, screenshot September 2015 from ‹instagram.com/ohsofickle›PrivacyAs noted by Holloway et al. (23), children like micro-microcelebrities will be among the first cohorts to inherit “digital profiles” of their “whole lifetime” as a “work in progress”, from parents who habitually underestimate or discount the privacy and long term effects of publicizing information about their children at the time of posting. This matters in a climate where social media platforms can amend privacy policies without user consent (23), and is even more pressing for micro-microcelebrities whose followers store, republish, and recirculate information in fan networks, resulting in digital footprints with persistence, replicability, scalability, searchability (boyd), and extended longevity in public circulation which can be attributed back to the children indefinitely (Leaver, “Ends”).Despite minimum age restrictions and recent concerns with “digital kidnapping” where users steal images of other young children to be re-posted as their own (Whigham), some social media platforms rarely police the proliferation of accounts set up by parents on behalf of their underage children prominently displaying their legal names and life histories, citing differing jurisdictions in various countries (Facebook; Instagram), while others claim to disable accounts if users report an “incorrect birth date” (cf. Google for YouTube). In Singapore, the Media Development Authority (MDA) which governs all print and digital media has no firm regulations for this but suggests that the age of consent is 16 judging by their recommendation to parents with children aged below 16 to subscribe to Internet filtering services (Media Development Authority, “Regulatory” 1). Moreover, current initiatives have been focused on how parents can impart digital literacy to their children (Media Development Authority, “Empowered”; Media Literacy Council) as opposed to educating parents about the digital footprints they may be unwittingly leaving about their children.The digital lives of micro-microcelebrities pose new layers of concern given their publicness and deliberate publicity, specifically hinged on making visible the usually inaccessible, private aspects of everyday life (Marshall, “Persona” 5).Scholars note that celebrities are individuals for whom speculation of their private lives takes precedence over their actual public role or career (Geraghty 100-101; Turner 8). However, the personae of Influencers and their young children are shaped by ambiguously blurring the boundaries of privacy and publicness in order to bait followers’ attention, such that privacy and publicness are defined by being broadcast, circulated, and publicized (Warner 414). In other words, the publicness of micro-microcelebrities is premised on the extent of the intentional publicity rather than simply being in the public domain (Marwick 223-231, emphasis mine).Among Influencers privacy concerns have aroused awareness but not action – Baby Dash’s Influencer mother admitted in a national radio interview that he has received a death threat via Instagram but feels that her child is unlikely to be actually attacked (Channel News Asia) – because privacy is a commodity that is manipulated and performed to advance their micro-microcelebrities’ careers. As pioneer micro-microcelebrities are all under 2-years-old at present, future research warrants investigating “child-centred definitions” (Third et al.) of the transition in which they come of age, grow an awareness of their digital presence, respond to their Influencer mothers’ actions, and potentially take over their accounts.Young LabourThe Ministry of Manpower (MOM) in Singapore, which regulates the employment of children and young persons, states that children under the age of 13 may not legally work in non-industrial or industrial settings (Ministry of Manpower). However, the same document later ambiguously states underaged children who do work can only do so under strict work limits (Ministry of Manpower). Elsewhere (Chan), it is noted that national labour statistics have thus far only focused on those above the age of 15, thus neglecting a true reflection of underaged labour in Singapore. This is despite the prominence of micro-microcelebrities who are put in front of (video) cameras to build social media content. Additionally, the work of micro-microcelebrities on digital platforms has not yet been formally recognized as labour, and is not regulated by any authority including Influencer management firms, clients, the MDA, and the MOM. Brief snippets from my ethnographic fieldwork with Influencer management agencies in Singapore similarly reveal that micro-microcelebrities’ labour engagements and control of their earnings are entirely at their parents’ discretion.As models and actors, micro-microcelebrities are one form of entertainment workers who if between the ages of 15 days and 18 years in the state of California are required to obtain an Entertainment Work Permit to be gainfully employed, adhering to strict work, schooling, and rest hour quotas (Department of Industrial Relations). Furthermore, the Californian Coogan Law affirms that earnings by these minors are their own property and not their parents’, although they are not old enough to legally control their finances and rely on the state to govern their earnings with a legal guardian (Screen Actors Guild). However, this similarly excludes underaged children and micro-microcelebrities engaged in creative digital ecologies. Future research should look into safeguards and instruments among young child entertainers, especially for micro-micrcocelebrities’ among whom commercial work and personal documentation is not always distinct, and are in fact deliberately intertwined in order to better engage with followers for relatabilityGrowing Up BrandedIn the wake of moral panics over excessive surveillance technologies, children’s safety on the Internet, and data retention concerns, micro-microcelebrities and their Influencer mothers stand out for their deliberately personal and overtly commercial approach towards self-documenting, self-presenting, and self-publicizing from the moment of conception. As these debut micro-microcelebrities grow older and inherit digital publics, personae, and careers, future research should focus on the transition of their ownership, engagement, and reactions to a branded childhood in which babies were postured for an initimate public.ReferencesAbidin, Crystal. “Communicative Intimacies: Influencers and Perceived Interconnectedness.” Ada: A Journal of Gender, New Media, & Technology. Forthcoming, Nov 2015.Aiello, Marianne. “Mommy Blog Banner Ads Get Results.” Healthcare Marketing Advisor 17 Nov. 2010. HealthLeaders Media. 16 Aug. 2015 ‹http://healthleadersmedia.com/content/MAR-259215/Mommy-Blog-Banner-Ads-Get-Results›.Azzarone, Stephanie. “When Consumers Report: Mommy Blogging Your Way to Success.” Playthings 18 Feb. 2009. 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2021 is the fiftieth anniversary year for Japanese live-action superhero franchise Kamen Rider. For half a century, heroes bearing the name Kamen Rider have battled rubber suited monsters and defended the smiles of children. Unlike many superheroes, however, the Kamen Riders are grotesque heroes, usually drawing their powers from the same source as the villains they battle. Grotesque human-machine-animal hybrids, they differ from their opponents only in the kindness of their hearts and the strength of their spirits. Although the Kamen Rider franchise includes a variety of texts including manga, novels, movies, and stage musicals, the central text is the Sunday morning children’s television program. This article focusses exclusively on the television series. Each season of the television program is comprised of around fifty twenty-five-minute episodes, and each season features an entirely new cast, title, and premise. Kamen Rider was originally created at a time of economic downturn and social unrest, and the unease of the zeitgeist is reflected in the figure of the no longer human hero. A little over thirty years later Japan was again facing a variety of crises and intense debate over what, if any, role it should play in the wars in Afghanistan and Iraq. The 2002 television season, Kamen Rider Ryūki, tackles difficult questions about what justice, heroism, and monstrosity mean, through the medium of a children’s martial arts and live action special effects hero television program. This article explores the blurred boundaries between monster and hero in Kamen Rider, in the context of social attitudes toward children. The First Kamen Rider The inaugural Kamen Rider (protagonist of the 1971 television season), Hongo Takeshi, is a university student who gains superpowers after being abducted and experimented on by Shocker, a terrorist organisation founded by Nazis. Their medical experiments are part of a plan to produce an army capable of world domination. Takeshi’s body was modified with grasshopper DNA and cybernetic enhancements, but he was able to escape before the mind control portion of the operation. Although he appears human, Takeshi transforms via a special belt into Kamen (masked) Rider in order to fight. His face is obscured by an insectoid helmet with red compound eyes and antennae. The transformation scene is a highlight of every episode, and the transformation belt is the most important of the (many) tie-in toys. The primary audience of Kamen Rider is children between two and seven, and as a media-mix (Steinberg) franchise the sale of toys and branded products to the primary audience is vital. Anne Allison (105) identifies the transformation and blending or crossing of bodily borders it entails as the “money shot” children anticipate and enjoy. There is also a substantial tertiary audience, however, which includes older children and adults. During the early 1970s, when the first few seasons of Kamen Rider were broadcast, ‘employment trains’ were transporting Japanese teenagers (immediately following their graduation from middle school) from rural areas to the large cities, where they worked in factories and construction far from their families (Alt 54). Kamen Rider’s creator, Ishinomori Shōtarō, had debuted as a manga artist while still in school himself, and his works were particularly popular among this disenfranchised demographic. The figure of a young man taken and changed against his will and left to forge his own path in the aftermath may have been particularly resonant with these teenagers. Kamen Rider’s creator, Ishinomori Shōtarō, was a member of the yakeato (burnt ruins) generation, who were children during the Second World War and experienced the fire- and nuclear bombings of Japan and grew up amidst the burned-out ruins. Roman Rosenbaum (Redacting 97-98) argues that this generation (or perhaps more accurately, micro-generation), “later subconsciously released the bent-up trauma of their early childhood experiences throughout their adult lives in their body of work”. Ishinomori was not alone in this experience, of course; other members of the early Kamen Rider creative team were also motivated by childhood trauma. Hirayama Tōru, who helped Ishinomori bring the Rider concept to television as a producer, was sixteen when his hometown of Nagoya was firebombed. He and other schoolboys were dispatched to dispose of the bodies of civilians who had died while trying to escape the flames only to die in the river (Oda and Muraeda 41-2). Members of the yakeato generation were prominent in anti-war activism during the 1970s, opposing Japan’s entanglement in the Vietnam War (Rosenbaum Generation 284). Violence and the meaning of justice were urgent issues for this generation. This first season of Kamen Rider, along with many of the subsequent seasons, is classifiable as a horror text, with numerous Gothic elements (Staite). Many of the monsters Takeshi battles are “designed to elicit a specific reaction: that of abject horror” (Kim 28). While some of the prosthetic suits are quite silly-looking by contemporary standards, many remain compellingly disturbing in their fusion of animal-human-machine. Although he proceeds up the chain of command to eventually battle the leaders of Shocker, Takeshi is always aware when battling other victims of Shocker experimentation that the only difference between himself and them is that he was able to escape before losing his will. He, like them, is no longer entirely human, and has become as grotesque as the unfortunate monsters he must defeat. As Miura Shion (180) puts it (translation mine), “Kamen Rider was originally an entity created by evil. The reality is that the enemy in front of you and you are actually the same. The fate of Kamen Rider is to fight while struggling with this”. Noting that Kamen Rider was created during a time of social, economic, and political upheaval in Japan, Hirofumi Katsuno (37-38) links the rise of the ambiguous hero to the decline of the ‘grand narrative’ of modernity and the belief in the kind of absolute justice represented by more traditional superheroes. Kamen Rider instead inhabits “an ambiguous space between human and nonhuman, good and evil” (Katsuno 44). In the early years of the franchise the ambiguity remained largely centred on the figure of the hero. Members of the opposing Shocker organisation – who were responsible for the rise of the first two Kamen Riders – are unambiguously evil and unsympathetic. For ordinary people who have been subjected to mind control and experimentation there is compassion, but in terms of the central conflict there is no question that destroying Shocker is correct and moral. The villains battled by Kamen Riders remained predominantly fascists and cultists bent on world domination until the late 1980s, with the primary antagonist of 1987 season Kamen Rider Black the protagonist’s beloved brother. The following season, Kamen Rider Black RX, had environmental themes. The villains trying to take over the world in this season are doing so because their own planet has become too polluted to sustain life. They argue, somewhat persuasively, that since humans are on the path to global environmental destruction they are justified in taking over the planet before it is ruined. This gradual shift toward more sympathetic monsters became explicit in 2002 with Kamen Rider Ryūki’s ambivalent response to the Bush administration’s so-called War on Terror. Justice Is a Thing with Teeth and Claws Kamen Rider Ryūki (hereafter Ryūki) was in the planning stages when the 9/11 terrorist attacks occurred, destroying the twin towers. TV Asahi, the station that airs Kamen Rider, immediately sent a directive to producer Shirakura Shinichiro stating that “now more than ever we must teach children about justice” (Salas). Seemingly uncomfortable with the implications of this idea of “justice” in light of the Bush administration's subsequent actions, Shirakura says: in that mood I wondered if I could repeat the sort of hero story we had made so far, where the ‘good person’ beats the ‘bad person’ that appears one after another and finally hits the headquarters of evil. It is very dangerous to plant the mentality of the Cold War era in children at this time. ‘Ryuuki’ was created in the hope that children will have an eye for what justice means. (Cited in Uno 261-2, translation mine) Since its creation in the 1970s, Kamen Rider had been forging a new path for Japanese heroes in opposition to what Jonathan Abel identifies as an external attitude to justice in the hero programs of the 1950s and 1960s. In these programs, he argues, justice was represented as something imposed into Japan from outside (by alien superheroes, for example, or the Allied Occupation forces). American superheroes and their various approaches to questions of justice and vigilantism were also well known in Japan, as Timothy Peters has highlighted. In its depiction of a hero so closely resembling the monsters he battles, Kamen Rider rejected notions of an absolute distinction between the categories of hero and monster. As Katsuno (46) argues, “in this postmodern, liquid society, superheroes lack a unified, self-evident justice, but must navigate multiple conceptions of justice … . As embodiments of relativized justice, these grotesque heroes were the seeds for what have become enduring trends in Japanese popular culture”. 2002 season Ryūki takes the idea of relativised justice to its extreme, questioning the very existence of a ‘justice’ that exists independently from the people it impacts. It is impossible to summarise the plot of Ryūki both briefly and accurately; this attempt prioritises the former over the latter. Ryūki features thirteen Kamen Riders in a battle royale, competing for the granting of a single wish. The Riders gain their powers through forming a contract with a mirror monster, who they must feed by defeating other Riders or less powerful mirror monsters (who are themselves feeding on helpless humans). If a Rider is defeated and can no longer feed his contract monster, the creature will consume them. Mirror monsters are so called because they come from mirror world, a parallel dimension connected to ours by reflective surfaces including mirrors and, significantly, gleaming skyscrapers. The battle is controlled by antagonist Kanzaki Shiro, who is trying to save the life of his younger sister Yui. Protagonist Kido Shinji tries to stop the Riders from fighting one another, which delays Shiro’s plans and leads to Yui’s death. Shiro repeatedly loops time to restart the battle and save Yui, but Shinji disrupts each new timeline. There are multiple alternate endings to the story, including both televisual and print versions. Because the endings each involve uncovering the reason Shiro has created the battle as part of their resolution of the story, there are also multiple explanations for why and how the battle began. In some versions the origin of the mirror monsters lies in Shiro and Yui’s childhood experience of abuse at the hands of their parents, while in another Shinji inadvertently sets events in motion after breaking a childhood promise to Yui. Which origin, ending, or time-loop is ‘true’ is never resolved. Viewers were invited to vote on the ending of the television special by telephone; alternate endings had been prepared with the winning option inserted at the end of the broadcast (Uno 271). This moral ambiguity and confusion over what is ‘true’ is an intentional critique of simplistic ideas about justice. In Ryūki each of the Riders participates in the battle because they believe that their wish is important enough to justify the means employed to obtain it. The program problematises the idea that there is an objective division between good and evil by focusing on the subjective righteousness of the individual characters’ motivations, including the irony of Shinji’s battles for the sake of stopping the war. Although these feel like quite adult themes, Shirakura couches them firmly within his interpretation of teaching children about justice, explaining that children sometimes envision themselves as the heroes and think they might also be justice. There is also the idea that people often don’t accept themselves as being wrong, because in one’s mind ‘I am myself, so I’m not wrong’ is the prevailing thought process. These thoughts lead to selfish patterns because kids might not see themselves as themselves but as the heroes. (Salas) Uno Tsunehiro (263-4) argues that there is in fact no villain and no justice in Ryūki, simply competing desires. Ryūki does not make judgements about which desires are more or less worthy, he writes, but displays all of the Riders’ motivations equally, just like Google search results of products displayed on Amazon. Just like Capitalism, Uno (263-4) suggests, Ryūki treats every story (justice / evil) equally as a desire (as a product). The mirror monsters are quite frightening; using a combination of Godzilla-style rubber suits and CGI they are all based on animals including spiders, crabs, and cobras, combined with cyborg elements such as guns embedded in various body parts. However, their behaviour is straightforwardly animalistic. They are hungry; they kill to feed. The truly monstrous characters in Ryūki are clearly the Kamen Riders themselves, who use the mirror monsters to lend power to human motivations that are far more complex and twisted. Although many of the Riders have sympathetic motivations such as saving the life of a loved one, Kamen Rider Ōja simply enjoys violence. Uno points out that this character is essentially the same as The Joker in 2008’s The Dark Knight; like The Joker, Ōja tells a variety of stories explaining the origins of his psychopathy in past traumas only to mock the credulity of those so eager to believe these explanations (Uno 274). Crucially, Ōja is still a Kamen Rider, and appears alongside more sympathetic Kamen Riders in ensemble-cast films and games. The line between hero and monster has become blurred beyond comprehension. Monsters for Children, Children as Monsters Shirakura’s comment about the danger of children uncritically viewing their own actions as being just draws attention to an important shift taking place at the turn of the millennium. Monsters were no longer something to protect children from, but increasingly children themselves were becoming viewed as potentially monstrous. Five years before Ryūki’s release Japan had been rocked by the discovery that the murderer of two elementary school children was a fourteen-year-old child dubbed ‘Youth A’, who had described his behaviour as a game, taunting the police and media before his capture (Arai 370-1). Although violent crimes perpetrated by children are always shocking, what stands out from this particular incident is the response from other school children. Youth A had sent a manifesto to a local newspaper lambasting the education system that had created him. In a survey conducted by the Ministry of Education more than fifty percent of the students surveyed sympathised and identified with at Youth A (cited in Arai 371). Lindsay Nelson (4) notes the prevalence of child-monsters in Japanese horror films in the late 1990s and early 2000s, writing that “the many monstrous children of contemporary Japanese cinema stand at a crossroads of Japan’s past, present, and future, crying out for compassion even as they drag those around them into death” (Nelson 13). There is of course a world of difference between depictions of monstrous children in adult media, and depictions of monsters in children’s media. I do not mean to conflate or confuse the two. Both kinds of monsters are, however, influenced and in turn influence wider social discourses and anxieties. Kamen Rider is also a text characterised by dual address, a narrative mode which addresses both adults and children simultaneously (in contradistinction to double address, in which the adults talk over the heads of children in an exclusionary way (Wall). Although Kamen Rider Ryūki featured adult actors (teenagers began to appear in leading roles with increasing frequency from the mid-2000s), it foreshadows the shifting of social attitudes toward children through intertextual references to the film Battle Royale (2000), also distributed by Kamen Rider’s producer Toei. Battle Royale centres on a school class who have (without their prior knowledge) been selected by lottery to participate in a ‘survival game’ on an isolated island. They must kill one another until only one survives; they have all been fitted with explosive collars, and any child refusing to participate will have their collar remotely detonated, killing them. Director Fukasaku Kinji comments that he felt a connection to the thematic linking of violence and children in Battle Royale because of his own experiences as a member of the yakeato generation. He had worked in a munitions factory during the war that was frequently targeted by bombs, and he describes hiding under and later having to dispose of the bodies of his friends (Rose). The story is a biting commentary of the relationship between economic collapse, school-based violence, and failures of governance. In Andrea Arai’s (368) analysis, “the tropes of battle, survival, and the figure of the schoolchild, reflect and refract social anxieties about the Japanese future in an era of globalisation and neoliberal reform, and the enduring historical conundrums of Japan’s twentieth-century past”. The battle between Kamen Riders in Ryūki is also a battle royale; although the core audience of very young children would probably not have made the intertextual link to the film (or the 1999 novel the film was based on), the association would have been strengthened for older viewers by the use of "those who don't fight won't survive!" as a catchphrase for Kamen Rider Ryūki. Conclusion In the early 1970s, Kamen Rider stood out as a text rejecting externally imposed, objective ideas of justice enforced by unassailable virtue, in favour of a grotesque hero struggling to find a path to justice through a metaphorical forest of misadventure and victimisation. The first Kamen Rider was a grotesque, damaged hero who fought monsters to whom he was more alike than different. In the early 2000s this blurring of the heroic and monstrous was taken even further, questioning the very concepts of justice and monstrosity. Much as the original season of Kamen Rider responded to economic and social upheavals with its reassessment of the role and figure of the hero, Kamen Rider Ryūki draws attention to fears of and for its child audience in response to both domestic economic disaster and global events. In Kamen Rider Ryūki the trope of an unwitting victim being turned into a Kamen Rider through biomechanical enhancements is discarded entirely; anyone can become a Kamen Rider simply by entering into a contract with a mirror monster. No longer grotesque because of powers beyond their control, the new generation of Kamen Riders choose grotesquery and risk their lives to obtain their desire. Anyone can become a hero, Ryūki tells its viewers, and anyone can become a monster. And, perhaps, anyone can be both at the same time. References Abel, Jonathan E. "Masked Justice: Allegories of the Superhero in Cold War Japan." Japan Forum 26.2 (2014): 187–208. Allison, Anne. Millennial Monsters: Japanese Toys and the Global Imagination. Berkeley: U of California P, 2006. Alt, Matthew. Pure Invention: How Japan Conquered the World in Eight Fantasies. Brown Book Group, 2020. Arai, Andrea. "Killing Kids: Recession and Survival in Twenty-First-Century Japan." Postcolonial Studies 6.3 (2003): 367–79. Battle Royale. Dir. Kinji Fukasaku. Toei, 2000. Katsuno, Hirofumi. "The Grotesque Hero: Depictions of Justice in Tokusatsu Superhero Television Programs." Introducing Japanese Popular Culture. Eds. Alisa Freedman and Toby Slade. Routledge, 2018. 37–47. Kim, Se Young. "Kamen Rider vs. Spider-Man and Batman." Giant Creatures in Our World: Essays on Kaiju and American Popular Culture. Eds. Camille Mustachio and Jason Barr. McFarland, 2017. Nelson, Lindsay. "Ghosts of the Past, Ghosts of the Future: Monsters, Children, and Contemporary Japanese Horror Cinema." Cinemascope 13 (2009). Oda, Katsumi, and Kenichi Muraeda. The Men Who Made Kamen Rider: 1971-2011. Kodansha, 2011. Peters, Timothy. "'Holy Trans-Jurisdictional Representations of Justice, Batman!' Globalisation, Persona and Mask in Kuwata's Batmanga and Morrison's Batman, Incorporated." Law and Justice in Japanese Popular Culture: From Crime Fighting Robots to Duelling Pocket Monsters. Eds. Ashley Pearson, Thomas Giddens, and Kieran Tranter. Taylor & Francis, 2018. Kamen Rider. Toei, 1971. Kamen Rider Black RX. Toei, 1988. Kamen Rider Ryūki. Toei, 2002. Rose, Steve. “The Kid Killers.” The Guardian 2001. Rosenbaum, Roman. “The ‘Generation of the Burnt-out Ruins’.” Japanese Studies 27.3 (2007): 281–293. ———. “Redacting Japanese History: Ishinomori Shōtarō’s Graphic Narratives.” Rewriting History in Manga: Stories for the Nation. Eds. Nissim Otmazgin and Rebecca Suter. Palgrave Macmillan US, 2016. Salas, Jorge. "Kamen Rider’s Reaction to 9/11." Tokusatsu Network 2018. 1 Oct. 2021 <https://tokusatsunetwork.com/2018/08/kamen-riders-reaction-to-9-11/>. Shion, Miura. Momoiro Towairaito. Paperback Bunko: Shinchosha, 2010. Staite, Sophia. "Playing the Bloody Rose: Deconstructing Childhood with Kamen Rider Kiva." Aeternum: The Journal of Contemporary Gothic Studies 6.1 (2019): 34–48 Steinberg, Marc. Anime's Media Mix: Franchising Toys and Characters in Japan. 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1991 An afternoon in late 1991 found me on a Sydney bus reading Brett Easton Ellis’ American Psycho (1991). A disembarking passenger paused at my side and, as I glanced up, hissed, ‘I don’t know how you can read that filth’. As she continued to make her way to the front of the vehicle, I was as stunned as if she had struck me physically. There was real vehemence in both her words and how they were delivered, and I can still see her eyes squeezing into slits as she hesitated while curling her mouth around that final angry word: ‘filth’. Now, almost fifteen years later, the memory is remarkably vivid. As the event is also still remarkable; this comment remaining the only remark ever made to me by a stranger about anything I have been reading during three decades of travelling on public transport. That inflamed commuter summed up much of the furore that greeted the publication of American Psycho. More than this, and unusually, condemnation of the work both actually preceded, and affected, its publication. Although Ellis had been paid a substantial U.S. $300,000 advance by Simon & Schuster, pre-publication stories based on circulating galley proofs were so negative—offering assessments of the book as: ‘moronic … pointless … themeless … worthless (Rosenblatt 3), ‘superficial’, ‘a tapeworm narrative’ (Sheppard 100) and ‘vile … pornography, not literature … immoral, but also artless’ (Miner 43)—that the publisher cancelled the contract (forfeiting the advance) only months before the scheduled release date. CEO of Simon & Schuster, Richard E. Snyder, explained: ‘it was an error of judgement to put our name on a book of such questionable taste’ (quoted in McDowell, “Vintage” 13). American Psycho was, instead, published by Random House/Knopf in March 1991 under its prestige paperback imprint, Vintage Contemporary (Zaller; Freccero 48) – Sonny Mehta having signed the book to Random House some two days after Simon & Schuster withdrew from its agreement with Ellis. While many commented on the fact that Ellis was paid two substantial advances, it was rarely noted that Random House was a more prestigious publisher than Simon & Schuster (Iannone 52). After its release, American Psycho was almost universally vilified and denigrated by the American critical establishment. The work was criticised on both moral and aesthetic/literary/artistic grounds; that is, in terms of both what Ellis wrote and how he wrote it. Critics found it ‘meaningless’ (Lehmann-Haupt C18), ‘abysmally written … schlock’ (Kennedy 427), ‘repulsive, a bloodbath serving no purpose save that of morbidity, titillation and sensation … pure trash, as scummy and mean as anything it depicts, a dirty book by a dirty writer’ (Yardley B1) and ‘garbage’ (Gurley Brown 21). Mark Archer found that ‘the attempt to confuse style with content is callow’ (31), while Naomi Wolf wrote that: ‘overall, reading American Psycho holds the same fascination as watching a maladjusted 11-year-old draw on his desk’ (34). John Leo’s assessment sums up the passionate intensity of those critical of the work: ‘totally hateful … violent junk … no discernible plot, no believable characterization, no sensibility at work that comes anywhere close to making art out of all the blood and torture … Ellis displays little feel for narration, words, grammar or the rhythm of language’ (23). These reviews, as those printed pre-publication, were titled in similarly unequivocal language: ‘A Revolting Development’ (Sheppard 100), ‘Marketing Cynicism and Vulgarity’ (Leo 23), ‘Designer Porn’ (Manguel 46) and ‘Essence of Trash’ (Yardley B1). Perhaps the most unambiguous in its message was Roger Rosenblatt’s ‘Snuff this Book!’ (3). Of all works published in the U.S.A. at that time, including those clearly carrying X ratings, the Los Angeles chapter of the National Organization for Women (NOW) selected American Psycho for special notice, stating that the book ‘legitimizes inhuman and savage violence masquerading as sexuality’ (NOW 114). Judging the book ‘the most misogynistic communication’ the organisation had ever encountered (NOW L.A. chapter president, Tammy Bruce, quoted in Kennedy 427) and, on the grounds that ‘violence against women in any form is no longer socially acceptable’ (McDowell, “NOW” C17), NOW called for a boycott of the entire Random House catalogue for the remainder of 1991. Naomi Wolf agreed, calling the novel ‘a violation not of obscenity standards, but of women’s civil rights, insofar as it results in conditioning male sexual response to female suffering or degradation’ (34). Later, the boycott was narrowed to Knopf and Vintage titles (Love 46), but also extended to all of the many products, companies, corporations, firms and brand names that are a feature of Ellis’s novel (Kauffman, “American” 41). There were other unexpected responses such as the Walt Disney Corporation barring Ellis from the opening of Euro Disney (Tyrnauer 101), although Ellis had already been driven from public view after receiving a number of death threats and did not undertake a book tour (Kennedy 427). Despite this, the book received significant publicity courtesy of the controversy and, although several national bookstore chains and numerous booksellers around the world refused to sell the book, more than 100,000 copies were sold in the U.S.A. in the fortnight after publication (Dwyer 55). Even this success had an unprecedented effect: when American Psycho became a bestseller, The New York Times announced that it would be removing the title from its bestseller lists because of the book’s content. In the days following publication in the U.S.A., Canadian customs announced that it was considering whether to allow the local arm of Random House to, first, import American Psycho for sale in Canada and, then, publish it in Canada (Kirchhoff, “Psycho” C1). Two weeks later, when the book was passed for sale (Kirchhoff, “Customs” C1), demonstrators protested the entrance of a shipment of the book. In May, the Canadian Defence Force made headlines when it withdrew copies of the book from the library shelves of a navy base in Halifax (Canadian Press C1). Also in May 1991, the Australian Office of Film and Literature Classification (OFLC), the federal agency that administers the classification scheme for all films, computer games and ‘submittable’ publications (including books) that are sold, hired or exhibited in Australia, announced that it had classified American Psycho as ‘Category 1 Restricted’ (W. Fraser, “Book” 5), to be sold sealed, to only those over 18 years of age. This was the first such classification of a mainstream literary work since the rating scheme was introduced (Graham), and the first time a work of literature had been restricted for sale since Philip Roth’s Portnoy’s Complaint in 1969. The chief censor, John Dickie, said the OFLC could not justify refusing the book classification (and essentially banning the work), and while ‘as a satire on yuppies it has a lot going for it’, personally he found the book ‘distasteful’ (quoted in W. Fraser, “Sensitive” 5). Moreover, while this ‘R’ classification was, and remains, a national classification, Australian States and Territories have their own sale and distribution regulation systems. Under this regime, American Psycho remains banned from sale in Queensland, as are all other books in this classification category (Vnuk). These various reactions led to a flood of articles published in the U.S.A., Canada, Australia and the U.K., voicing passionate opinions on a range of issues including free speech and censorship, the corporate control of artistic thought and practice, and cynicism on the part of authors and their publishers about what works might attract publicity and (therefore) sell in large numbers (see, for instance, Hitchens 7; Irving 1). The relationship between violence in society and its representation in the media was a common theme, with only a few commentators (including Norman Mailer in a high profile Vanity Fair article) suggesting that, instead of inciting violence, the media largely reflected, and commented upon, societal violence. Elayne Rapping, an academic in the field of Communications, proposed that the media did actively glorify violence, but only because there was a market for such representations: ‘We, as a society love violence, thrive on violence as the very basis of our social stability, our ideological belief system … The problem, after all, is not media violence but real violence’ (36, 38). Many more commentators, however, agreed with NOW, Wolf and others and charged Ellis’s work with encouraging, and even instigating, violent acts, and especially those against women, calling American Psycho ‘a kind of advertising for violence against women’ (anthropologist Elliot Leyton quoted in Dwyer 55) and, even, a ‘how-to manual on the torture and dismemberment of women’ (Leo 23). Support for the book was difficult to find in the flood of vitriol directed against it, but a small number wrote in Ellis’s defence. Sonny Mehta, himself the target of death threats for acquiring the book for Random House, stood by this assessment, and was widely quoted in his belief that American Psycho was ‘a serious book by a serious writer’ and that Ellis was ‘remarkably talented’ (Knight-Ridder L10). Publishing director of Pan Macmillan Australia, James Fraser, defended his decision to release American Psycho on the grounds that the book told important truths about society, arguing: ‘A publisher’s office is a clearing house for ideas … the real issue for community debate [is] – to what extent does it want to hear the truth about itself, about individuals within the community and about the governments the community elects. If we care about the preservation of standards, there is none higher than this. Gore Vidal was among the very few who stated outright that he liked the book, finding it ‘really rather inspired … a wonderfully comic novel’ (quoted in Tyrnauer 73). Fay Weldon agreed, judging the book as ‘brilliant’, and focusing on the importance of Ellis’s message: ‘Bret Easton Ellis is a very good writer. He gets us to a ‘T’. And we can’t stand it. It’s our problem, not his. American Psycho is a beautifully controlled, careful, important novel that revolves around its own nasty bits’ (C1). Since 1991 As unlikely as this now seems, I first read American Psycho without any awareness of the controversy raging around its publication. I had read Ellis’s earlier works, Less than Zero (1985) and The Rules of Attraction (1987) and, with my energies fully engaged elsewhere, cannot now even remember how I acquired the book. Since that angry remark on the bus, however, I have followed American Psycho’s infamy and how it has remained in the public eye over the last decade and a half. Australian OFLC decisions can be reviewed and reversed – as when Pasolini’s final film Salo (1975), which was banned in Australia from the time of its release in 1975 until it was un-banned in 1993, was then banned again in 1998 – however, American Psycho’s initial classification has remained unchanged. In July 2006, I purchased a new paperback copy in rural New South Wales. It was shrink-wrapped in plastic and labelled: ‘R. Category One. Not available to persons under 18 years. Restricted’. While exact sales figures are difficult to ascertain, by working with U.S.A., U.K. and Australian figures, this copy was, I estimate, one of some 1.5 to 1.6 million sold since publication. In the U.S.A., backlist sales remain very strong, with some 22,000 copies sold annually (Holt and Abbott), while lifetime sales in the U.K. are just under 720,000 over five paperback editions. Sales in Australia are currently estimated by Pan MacMillan to total some 100,000, with a new printing of 5,000 copies recently ordered in Australia on the strength of the book being featured on the inaugural Australian Broadcasting Commission’s First Tuesday Book Club national television program (2006). Predictably, the controversy around the publication of American Psycho is regularly revisited by those reviewing Ellis’s subsequent works. A major article in Vanity Fair on Ellis’s next book, The Informers (1994), opened with a graphic description of the death threats Ellis received upon the publication of American Psycho (Tyrnauer 70) and then outlined the controversy in detail (70-71). Those writing about Ellis’s two most recent novels, Glamorama (1999) and Lunar Park (2005), have shared this narrative strategy, which also forms at least part of the frame of every interview article. American Psycho also, again predictably, became a major topic of discussion in relation to the contracting, making and then release of the eponymous film in 2000 as, for example, in Linda S. Kauffman’s extensive and considered review of the film, which spent the first third discussing the history of the book’s publication (“American” 41-45). Playing with this interest, Ellis continues his practice of reusing characters in subsequent works. Thus, American Psycho’s Patrick Bateman, who first appeared in The Rules of Attraction as the elder brother of the main character, Sean – who, in turn, makes a brief appearance in American Psycho – also turns up in Glamorama with ‘strange stains’ on his Armani suit lapels, and again in Lunar Park. The book also continues to be regularly cited in discussions of censorship (see, for example, Dubin; Freccero) and has been included in a number of university-level courses about banned books. In these varied contexts, literary, cultural and other critics have also continued to disagree about the book’s impact upon readers, with some persisting in reading the novel as a pornographic incitement to violence. When Wade Frankum killed seven people in Sydney, many suggested a link between these murders and his consumption of X-rated videos, pornographic magazines and American Psycho (see, for example, Manne 11), although others argued against this (Wark 11). Prosecutors in the trial of Canadian murderer Paul Bernardo argued that American Psycho provided a ‘blueprint’ for Bernardo’s crimes (Canadian Press A5). Others have read Ellis’s work more positively, as for instance when Sonia Baelo Allué compares American Psycho favourably with Thomas Harris’s The Silence of the Lambs (1988) – arguing that Harris not only depicts more degrading treatment of women, but also makes Hannibal Lecter, his antihero monster, sexily attractive (7-24). Linda S. Kauffman posits that American Psycho is part of an ‘anti-aesthetic’ movement in art, whereby works that are revoltingly ugly and/or grotesque function to confront the repressed fears and desires of the audience and explore issues of identity and subjectivity (Bad Girls), while Patrick W. Shaw includes American Psycho in his work, The Modern American Novel of Violence because, in his opinion, the violence Ellis depicts is not gratuitous. Lost, however, in much of this often-impassioned debate and dialogue is the book itself – and what Ellis actually wrote. 21-years-old when Less than Zero was published, Ellis was still only 26 when American Psycho was released and his youth presented an obvious target. In 1991, Terry Teachout found ‘no moment in American Psycho where Bret Easton Ellis, who claims to be a serious artist, exhibits the workings of an adult moral imagination’ (45, 46), Brad Miner that it was ‘puerile – the very antithesis of good writing’ (43) and Carol Iannone that ‘the inclusion of the now famous offensive scenes reveals a staggering aesthetic and moral immaturity’ (54). Pagan Kennedy also ‘blamed’ the entire work on this immaturity, suggesting that instead of possessing a developed artistic sensibility, Ellis was reacting to (and, ironically, writing for the approval of) critics who had lauded the documentary realism of his violent and nihilistic teenage characters in Less than Zero, but then panned his less sensational story of campus life in The Rules of Attraction (427-428). Yet, in my opinion, there is not only a clear and coherent aesthetic vision driving Ellis’s oeuvre but, moreover, a profoundly moral imagination at work as well. This was my view upon first reading American Psycho, and part of the reason I was so shocked by that charge of filth on the bus. Once familiar with the controversy, I found this view shared by only a minority of commentators. Writing in the New Statesman & Society, Elizabeth J. Young asked: ‘Where have these people been? … Books of pornographic violence are nothing new … American Psycho outrages no contemporary taboos. Psychotic killers are everywhere’ (24). I was similarly aware that such murderers not only existed in reality, but also in many widely accessed works of literature and film – to the point where a few years later Joyce Carol Oates could suggest that the serial killer was an icon of popular culture (233). While a popular topic for writers of crime fiction and true crime narratives in both print and on film, a number of ‘serious’ literary writers – including Truman Capote, Norman Mailer, Kate Millet, Margaret Atwood and Oates herself – have also written about serial killers, and even crossed over into the widely acknowledged as ‘low-brow’ true crime genre. Many of these works (both popular or more literary) are vivid and powerful and have, as American Psycho, taken a strong moral position towards their subject matter. Moreover, many books and films have far more disturbing content than American Psycho, yet have caused no such uproar (Young and Caveney 120). By now, the plot of American Psycho is well known, although the structure of the book, noted by Weldon above (C1), is rarely analysed or even commented upon. First person narrator, Patrick Bateman, a young, handsome stockbroker and stereotypical 1980s yuppie, is also a serial killer. The book is largely, and innovatively, structured around this seeming incompatibility – challenging readers’ expectations that such a depraved criminal can be a wealthy white professional – while vividly contrasting the banal, and meticulously detailed, emptiness of Bateman’s life as a New York über-consumer with the scenes where he humiliates, rapes, tortures, murders, mutilates, dismembers and cannibalises his victims. Although only comprising some 16 out of 399 pages in my Picador edition, these violent scenes are extreme and certainly make the work as a whole disgustingly confronting. But that is the entire point of Ellis’s work. Bateman’s violence is rendered so explicitly because its principal role in the novel is to be inescapably horrific. As noted by Baelo Allué, there is no shift in tone between the most banally described detail and the description of violence (17): ‘I’ve situated the body in front of the new Toshiba television set and in the VCR is an old tape and appearing on the screen is the last girl I filmed. I’m wearing a Joseph Abboud suit, a tie by Paul Stuart, shoes by J. Crew, a vest by someone Italian and I’m kneeling on the floor beside a corpse, eating the girl’s brain, gobbling it down, spreading Grey Poupon over hunks of the pink, fleshy meat’ (Ellis 328). In complete opposition to how pornography functions, Ellis leaves no room for the possible enjoyment of such a scene. Instead of revelling in the ‘spine chilling’ pleasures of classic horror narratives, there is only the real horror of imagining such an act. The effect, as Kauffman has observed is, rather than arousing, often so disgusting as to be emetic (Bad Girls 249). Ellis was surprised that his detractors did not understand that he was trying to be shocking, not offensive (Love 49), or that his overall aim was to symbolise ‘how desensitised our culture has become towards violence’ (quoted in Dwyer 55). Ellis was also understandably frustrated with readings that conflated not only the contents of the book and their meaning, but also the narrator and author: ‘The acts described in the book are truly, indisputably vile. The book itself is not. Patrick Bateman is a monster. I am not’ (quoted in Love 49). Like Fay Weldon, Norman Mailer understood that American Psycho posited ‘that the eighties were spiritually disgusting and the author’s presentation is the crystallization of such horror’ (129). Unlike Weldon, however, Mailer shied away from defending the novel by judging Ellis not accomplished enough a writer to achieve his ‘monstrous’ aims (182), failing because he did not situate Bateman within a moral universe, that is, ‘by having a murderer with enough inner life for us to comprehend him’ (182). Yet, the morality of Ellis’s project is evident. By viewing the world through the lens of a psychotic killer who, in many ways, personifies the American Dream – wealthy, powerful, intelligent, handsome, energetic and successful – and, yet, who gains no pleasure, satisfaction, coherent identity or sense of life’s meaning from his endless, selfish consumption, Ellis exposes the emptiness of both that world and that dream. As Bateman himself explains: ‘Surface, surface, surface was all that anyone found meaning in. This was civilisation as I saw it, colossal and jagged’ (Ellis 375). Ellis thus situates the responsibility for Bateman’s violence not in his individual moral vacuity, but in the barren values of the society that has shaped him – a selfish society that, in Ellis’s opinion, refused to address the most important issues of the day: corporate greed, mindless consumerism, poverty, homelessness and the prevalence of violent crime. Instead of pornographic, therefore, American Psycho is a profoundly political text: Ellis was never attempting to glorify or incite violence against anyone, but rather to expose the effects of apathy to these broad social problems, including the very kinds of violence the most vocal critics feared the book would engender. Fifteen years after the publication of American Psycho, although our societies are apparently growing in overall prosperity, the gap between rich and poor also continues to grow, more are permanently homeless, violence – whether domestic, random or institutionally-sanctioned – escalates, and yet general apathy has intensified to the point where even the ‘ethics’ of torture as government policy can be posited as a subject for rational debate. The real filth of the saga of American Psycho is, thus, how Ellis’s message was wilfully ignored. While critics and public intellectuals discussed the work at length in almost every prominent publication available, few attempted to think in any depth about what Ellis actually wrote about, or to use their powerful positions to raise any serious debate about the concerns he voiced. Some recent critical reappraisals have begun to appreciate how American Psycho is an ‘ethical denunciation, where the reader cannot but face the real horror behind the serial killer phenomenon’ (Baelo Allué 8), but Ellis, I believe, goes further, exposing the truly filthy causes that underlie the existence of such seemingly ‘senseless’ murder. But, Wait, There’s More It is ironic that American Psycho has, itself, generated a mini-industry of products. A decade after publication, a Canadian team – filmmaker Mary Harron, director of I Shot Andy Warhol (1996), working with scriptwriter, Guinevere Turner, and Vancouver-based Lions Gate Entertainment – adapted the book for a major film (Johnson). Starring Christian Bale, Chloë Sevigny, Willem Dafoe and Reese Witherspoon and, with an estimated budget of U.S.$8 million, the film made U.S.$15 million at the American box office. The soundtrack was released for the film’s opening, with video and DVDs to follow and the ‘Killer Collector’s Edition’ DVD – closed-captioned, in widescreen with surround sound – released in June 2005. Amazon.com lists four movie posters (including a Japanese language version) and, most unexpected of all, a series of film tie-in action dolls. The two most popular of these, judging by E-Bay, are the ‘Cult Classics Series 1: Patrick Bateman’ figure which, attired in a smart suit, comes with essential accoutrements of walkman with headphones, briefcase, Wall Street Journal, video tape and recorder, knife, cleaver, axe, nail gun, severed hand and a display base; and the 18” tall ‘motion activated sound’ edition – a larger version of the same doll with fewer accessories, but which plays sound bites from the movie. Thanks to Stephen Harris and Suzie Gibson (UNE) for stimulating conversations about this book, Stephen Harris for information about the recent Australian reprint of American Psycho and Mark Seebeck (Pan Macmillan) for sales information. References Archer, Mark. “The Funeral Baked Meats.” The Spectator 27 April 1991: 31. Australian Broadcasting Corporation. First Tuesday Book Club. First broadcast 1 August 2006. Baelo Allué, Sonia. “The Aesthetics of Serial Killing: Working against Ethics in The Silence of the Lambs (1988) and American Psycho (1991).” Atlantis 24.2 (Dec. 2002): 7-24. Canadian Press. “Navy Yanks American Psycho.” The Globe and Mail 17 May 1991: C1. Canadian Press. “Gruesome Novel Was Bedside Reading.” Kitchener-Waterloo Record 1 Sep. 1995: A5. Dubin, Steven C. “Art’s Enemies: Censors to the Right of Me, Censors to the Left of Me.” Journal of Aesthetic Education 28.4 (Winter 1994): 44-54. Dwyer, Victor. “Literary Firestorm: Canada Customs Scrutinizes a Brutal Novel.” Maclean’s April 1991: 55. Ellis, Bret Easton. American Psycho. London: Macmillan-Picador, 1991. ———. Glamorama. New York: Knopf, 1999. ———. The Informers. New York: Knopf, 1994. ———. Less than Zero. New York: Simon & Schuster, 1985. ———. Lunar Park. New York: Knopf, 2005. ———. The Rules of Attraction. New York: Simon & Schuster, 1987. Fraser, James. :The Case for Publishing.” The Bulletin 18 June 1991. Fraser, William. “Book May Go under Wraps.” The Sydney Morning Herald 23 May 1991: 5. ———. “The Sensitive Censor and the Psycho.” The Sydney Morning Herald 24 May 1991: 5. Freccero, Carla. “Historical Violence, Censorship, and the Serial Killer: The Case of American Psycho.” Diacritics: A Review of Contemporary Criticism 27.2 (Summer 1997): 44-58. Graham, I. “Australian Censorship History.” Libertus.net 9 Dec. 2001. 17 May 2006 http://libertus.net/censor/hist20on.html>. Gurley Brown, Helen. Commentary in “Editorial Judgement or Censorship?: The Case of American Psycho.” The Writer May 1991: 20-23. Harris, Thomas. The Silence of the Lambs. New York: St Martins Press, 1988. Harron, Mary (dir.). American Psycho [film]. Edward R. Pressman Film Corporation, Lions Gate Films, Muse Productions, P.P.S. Films, Quadra Entertainment, Universal Pictures, 2004. Hitchens, Christopher. “Minority Report.” The Nation 7-14 January 1991: 7. Holt, Karen, and Charlotte Abbott. “Lunar Park: The Novel.” Publishers Weekly 11 July 2005. 13 Aug. 2006 http://www.publishersweekly.com/article/CA624404.html? pubdate=7%2F11%2F2005&display=archive>. Iannone, Carol. “PC & the Ellis Affair.” Commentary Magazine July 1991: 52-4. Irving, John. “Pornography and the New Puritans.” The New York Times Book Review 29 March 1992: Section 7, 1. 13 Aug. 2006 http://www.nytimes.com/books/97/06/15/lifetimes/25665.html>. Johnson, Brian D. “Canadian Cool Meets American Psycho.” Maclean’s 10 April 2000. 13 Aug. 2006 http://www.macleans.ca/culture/films/article.jsp?content=33146>. Kauffman, Linda S. “American Psycho [film review].” Film Quarterly 54.2 (Winter 2000-2001): 41-45. ———. Bad Girls and Sick Boys: Fantasies in Contemporary Art and Culture. Berkeley: University of California Press, 1998. Kennedy, Pagan. “Generation Gaffe: American Psycho.” The Nation 1 April 1991: 426-8. Kirchhoff, H. J. “Customs Clears Psycho: Booksellers’ Reaction Mixed.” The Globe and Mail 26 March 1991: C1. ———. “Psycho Sits in Limbo: Publisher Awaits Customs Ruling.” The Globe and Mail 14 March 1991: C1. Knight-Ridder News Service. “Vintage Picks up Ellis’ American Psycho.” Los Angeles Daily News 17 November 1990: L10. Lehmann-Haupt, Christopher. “Psycho: Wither Death without Life?” The New York Times 11 March 1991: C18. Leo, John. “Marketing Cynicism and Vulgarity.” U.S. News & World Report 3 Dec. 1990: 23. Love, Robert. “Psycho Analysis: Interview with Bret Easton Ellis.” Rolling Stone 4 April 1991: 45-46, 49-51. Mailer, Norman. “Children of the Pied Piper: Mailer on American Psycho.” Vanity Fair March 1991: 124-9, 182-3. Manguel, Alberto. “Designer Porn.” Saturday Night 106.6 (July 1991): 46-8. Manne, Robert. “Liberals Deny the Video Link.” The Australian 6 Jan. 1997: 11. McDowell, Edwin. “NOW Chapter Seeks Boycott of ‘Psycho’ Novel.” The New York Times 6 Dec. 1990: C17. ———. “Vintage Buys Violent Book Dropped by Simon & Schuster.” The New York Times 17 Nov. 1990: 13. Miner, Brad. “Random Notes.” National Review 31 Dec. 1990: 43. National Organization for Women. Library Journal 2.91 (1991): 114. Oates, Joyce Carol. “Three American Gothics.” Where I’ve Been, and Where I’m Going: Essays, Reviews and Prose. New York: Plume, 1999. 232-43. Rapping, Elayne. “The Uses of Violence.” Progressive 55 (1991): 36-8. Rosenblatt, Roger. “Snuff this Book!: Will Brett Easton Ellis Get Away with Murder?” New York Times Book Review 16 Dec. 1990: 3, 16. Roth, Philip. Portnoy’s Complaint. New York: Random House, 1969. Shaw, Patrick W. The Modern American Novel of Violence. Troy, NY: Whitson, 2000. Sheppard, R. Z. “A Revolting Development.” Time 29 Oct. 1990: 100. Teachout, Terry. “Applied Deconstruction.” National Review 24 June 1991: 45-6. Tyrnauer, Matthew. “Who’s Afraid of Bret Easton Ellis?” Vanity Fair 57.8 (Aug. 1994): 70-3, 100-1. Vnuk, Helen. “X-rated? Outdated.” The Age 21 Sep. 2003. 17 May 2006 http://www.theage.com.au/articles/2003/09/19/1063625202157.html>. Wark, McKenzie. “Video Link Is a Distorted View.” The Australian 8 Jan. 1997: 11. Weldon, Fay. “Now You’re Squeamish?: In a World as Sick as Ours, It’s Silly to Target American Psycho.” The Washington Post 28 April 1991: C1. Wolf, Naomi. “The Animals Speak.” New Statesman & Society 12 April 1991: 33-4. Yardley, Jonathan. “American Psycho: Essence of Trash.” The Washington Post 27 Feb. 1991: B1. Young, Elizabeth J. “Psycho Killers. Last Lines: How to Shock the English.” New Statesman & Society 5 April 1991: 24. Young, Elizabeth J., and Graham Caveney. Shopping in Space: Essays on American ‘Blank Generation’ Fiction. London: Serpent’s Tail, 1992. Zaller, Robert “American Psycho, American Censorship and the Dahmer Case.” Revue Francaise d’Etudes Americaines 16.56 (1993): 317-25. Citation reference for this article MLA Style Brien, Donna Lee. "The Real Filth in : A Critical Reassessment." M/C Journal 9.5 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0610/01-brien.php>. APA Style Brien, D. (Nov. 2006) "The Real Filth in American Psycho: A Critical Reassessment," M/C Journal, 9(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0610/01-brien.php>.

If the home is traditionally considered to be a space of safety associated with the warm and cosy feeling of the familial hearth, it is also continuously portrayed as a space under threat from the outside from which we must secure ourselves and our families. Securing the home entails a series of material, discursive and performative strategies, a host of precautionary measures aimed at regulating and ultimately producing security. When I was eleven my family returned home from the local fruit markets to find our house had been ransacked. Clothes were strewn across the floor, electrical appliances were missing and my parents’ collection of jewellery – wedding rings and heirlooms – had been stolen. Few things remained untouched and the very thought of someone else’s hands going through our personal belongings made our home feel tainted. My parents were understandably distraught. As Filipino immigrants to Australia the heirlooms were not only expensive assets from both sides of my family, but also signifiers of our homeland. Added to their despair was the fact that this was our first house – we had rented prior to that. During the police interviews, we discovered that our area, Sydney’s Western suburbs, was considered ‘high-risk’ and we were advised to install security. In their panic my parents began securing their home. Grills were installed on every window. Each external wooden door was reinforced by a metal security door. Movement detectors were installed at the front of the house, which were set to blind intruders with floodlights. Even if an intruder could enter the back through a window a metal grill security door was waiting between the backroom and the kitchen to stop them from getting to our bedrooms. In short, through a series of transformations our house was made into a residential fortress. Yet home security had its own dangers. A series of rules and regulations were drilled into me ‘in case of an emergency’: know where your keys are in case of a fire so that you can get out; remember the phone numbers for an emergency and the work numbers of your parents; never let a stranger into the house; and if you need to speak to a stranger only open the inside door but leave the security screen locked. Thus, for my Filipino-migrant family in the 1990s, a whole series of defensive behaviours and preventative strategies were produced and disseminated inside and around the home to regulate security risks. Such “local knowledges” were used to reinforce the architectural manifestations of security at the same time that they were a response to the invasion of security systems into our house that created a new set of potential dangers. This article highlights “the interplay of material and symbolic geographies of home” (Blunt and Varley 4), focusing on the relation between urban fears circulating around and within the home and the spatial practices used to negotiate such fears. In exploring home security systems it extends the exemplary analysis of home technologies already begun in Lynn Spigel’s reading of the ‘smart home’ (381-408). In a similar vein, David Morley’s analysis of mediated domesticity shows how communications technology has reconfigured the inside and outside to the extent that television actually challenges the physical boundary that “protects the privacy and solidarity of the home from the flux and threat of the outside world” (87). Television here serves as a passage in which the threat of the outside is reframed as news or entertainment for family viewing. I take this as a point of departure to consider the ways that this mediated fear unfolds in the technology of our homes. Following Brian Massumi, I read the home as “a node in a circulatory network of many dimensions (each corresponding to a technology of transmission)” (85). For Massumi, the home is an event-space at the crossroads of media technologies and political technologies. “In spite of the locks on the door, the event-space of the home must be seen as one characterized by a very loose regime of passage” (85). The ‘locked door’ is not only a boundary marker that defines the inside from the outside but another technology that leads us outside the home into other domains of inquiry: the proliferation of security technologies and the mundane, fearful intimacies of the home. In this context, we should heed Iris Marion Young’s injunction to feminist critics that the home does provide some positives including a sense of privacy and the space to build relationships and identities. Yet, as Colomina argues, the traditional domestic ideal “can only be produced by engaging the home in combat” (20). If, as Colomina’s comment suggests, ontological security is at least partially dependent on physical security, then this article explores the ontological effects of our home security systems. Houses at War: Targeting the Family As Beatriz Colomina reminds us, in times of war we leave our homelands to do battle on the front line, but battle lines are also being drawn in our homes. Drawing inspiration from Virilio’s claim that contemporary war takes place without fighting, Colomina’s article ‘Domesticity at War’ contemplates the domestic interior as a “battlefield” (15). The house, she writes, is “a mechanism within a war where the differences between defense [sic] and attack have become blurred” (17). According to the Home Security Precautions, New South Wales, October 1999 report conducted by the Australian Bureau of Statistics, 47% of NSW dwellings were ‘secure’ (meaning that they either had a burglar alarm, or all entry points were secured or they were inside a security block) while only 9% of NSW households had no home security devices present (Smith 3). In a similar report for Western Australia conducted in October 2004, an estimated 71% of WA households had window security of some sort (screens, locks or shutters) while 67% had deadlocks on at least one external door (4). An estimated 27% had a security alarm installed while almost half (49%) had sensor lights (Hubbard 4-5). This growing sense of insecurity means big business for those selling security products and services. By the end of June 1999, there were 1,714 businesses in Australia’s security services industry generating $1,395 million of income during 1998-99 financial year (McLennan 3; see also Macken). This survey did not include locksmith services or the companies dealing with alarm manufacturing, wholesaling or installing. While Colomina’s article focuses on the “war with weather” and the attempts to control environmental conditions inside the home through what she calls “counterdomesticity” (20), her conceptualisation of the house as a “military weapon” (17) provides a useful tool for thinking the relation between the home, architecture and security. Conceiving of the house as a military weapon might seem like a stretch, but we should recall that the rhetoric of war has already leaked into the everyday. One hears of the ‘war on drugs’ and the ‘war on crime’ in the media. ‘War’ is the everyday condition of our urban jungles (see also Diken and Lausten) and in order to survive, let alone feel secure, one must be able to defend one’s family and home. Take, for example, Signal Security’s website. One finds a panel on the left-hand side of the screen to all webpages devoted to “Residential Products”. Two circular images are used in the panel with one photograph overlapping the other. In the top circle, a white nuclear family (stereotypical mum, dad and two kids), dressed in pristine white clothing bare their white teeth to the internet surfer. Underneath this photo is another photograph in which an arm clad in a black leather jacket emerges through a smashed window. In the foreground a black-gloved hand manipulates a lock, while a black balaclava masks an unrecognisable face through the broken glass. The effect of their proximity produces a violent juxtaposition in which the burglar visually intrudes on the family’s domestic bliss. The panel stages a struggle between white and black, good and bad, family and individual, security and insecurity, recognisability and unidentifiability. It thus codifies the loving, knowable family as the domestic space of security against the selfish, unidentifiable intruder (presumed not to have a family) as the primary reason for insecurity in the family home – and no doubt to inspire the consumption of security products. Advertisements of security products thus articulate the family home as a fragile innocence constantly vulnerable from the outside. From a feminist perspective, this image of the family goes against the findings of the National Homicide Monitoring Program, which shows that 57% of the women killed in Australia between 2004 and 2005 were killed by an intimate partner while 17% were killed by a family member (Mouzos and Houliaras 20). If, on the one hand, the family home is targeted by criminals, on the other, it has emerged as a primary site for security advertising eager to exploit the growing sense of insecurity – the family as a target market. The military concepts of ‘target’ and ‘targeting’ have shifted into the benign discourse of strategic advertising. As Dora Epstein writes, “We arm our buildings to arm ourselves from the intrusion of a public fluidity, and thus our buildings, our architectures of fortification, send a very clear message: ‘avoid this place or protect yourself’” (1997: 139). Epstein’s reference to ‘architectures of fortification’ reminds us that the desire to create security through the built environment has a long history. Nan Ellin has argued that fear’s physical manifestation can be found in the formation of towns from antiquity to the Renaissance. In this sense, towns and cities are always already a response to the fear of foreign invaders (Ellin 13; see also Diken and Lausten 291). This fear of the outsider is most obviously manifested in the creation of physical walls. Yet fortification is also an effect of spatial allusions produced by the configuration of space, as exemplified in Fiske, Hodge and Turner’s semiotic reading of a suburban Australian display home without a fence. While the lack of a fence might suggest openness, they suggest that the manicured lawn is flat so “that eyes can pass easily over it – and smooth – so that feet will not presume to” (30). Since the front garden is best viewed from the street it is clearly a message for the outside, but it also signifies “private property” (30). Space is both organised and lived, in such a way that it becomes a medium of communication to passers-by and would-be intruders. What emerges in this semiotic reading is a way of thinking about space as defensible, as organised in a way that space can begin to defend itself. The Problematic of Defensible Space The incorporation of military architecture into civil architecture is most evident in home security. By security I mean the material systems (from locks to electronic alarms) and precautionary practices (locking the door) used to protect spaces, both of which are enabled by a way of imagining space in terms of risk and vulnerability. I read Oscar Newman’s 1972 Defensible Space as outlining the problematic of spatial security. Indeed, it was around that period that the problematic of crime prevention through urban design received increasing attention in Western architectural discourse (see Jeffery). Newman’s book examines how spaces can be used to reinforce human control over residential environments, producing what he calls ‘defensible space.’ In Newman’s definition, defensible space is a model for residential environments which inhibits crime by creating the physical expression of a social fabric that defends itself. All the different elements which combine to make a defensible space have a common goal – an environment in which latent territoriality and sense of community in the inhabitants can be translated into responsibility for ensuring a safe, productive, and well-maintained living space (3). Through clever design space begins to defend itself. I read Newman’s book as presenting the contemporary problematic of spatialised security: how to structure space so as to increase control; how to organise architecture so as to foster territorialism; how to encourage territorial control through amplifying surveillance. The production of defensible space entails moving away from what he calls the ‘compositional approach’ to architecture, which sees buildings as separate from their environments, and the ‘organic approach’ to architecture, in which the building and its grounds are organically interrelated (Newman 60). In this approach Newman proposes a number of changes to space: firstly, spaces need to be multiplied (one no longer has a simple public/private binary, but also semi-private and semi-public spaces); secondly, these spaces must be hierarchised (moving from public to semi-public to semi-private to private); thirdly, within this hierarchy spaces can also be striated using symbolic or material boundaries between the different types of spaces. Furthermore, spaces must be designed to increase surveillance: use smaller corridors serving smaller sets of families (69-71); incorporate amenities in “defined zones of influence” (70); use L-shaped buildings as opposed to rectangles (84); use windows on the sides of buildings to reveal the fire escape from outside (90). As he puts it, the subdivision of housing projects into “small, recognisable and comprehensible-at-a-glance enclaves is a further contributor to improving the visual surveillance mechanism” (1000). Finally, Newman lays out the principle of spatial juxtaposition: consider the building/street interface (positioning of doors and windows to maximise surveillance); consider building/building interface (e.g. build residential apartments next to ‘safer’ commercial, industrial, institutional and entertainment facilities) (109-12). In short, Newman’s book effectively redefines residential space in terms of territorial zones of control. Such zones of influence are the products of the interaction between architectural forms and environment, which are not reducible to the intent of the architect (68). Thus, in attempting to respond to the exigencies of the moment – the problem of urban crime, the cost of housing – Newman maps out residential space in what Foucault might have called a ‘micro-physics of power’. During the mid-1970s through to the 1980s a number of publications aimed at the average householder are printed in the UK and Australia. Apart from trade publishing (Bunting), The UK Design Council released two small publications (Barty, White and Burall; Design Council) while in Australia the Department of Housing and Construction released a home safety publication, which contained a small section on security, and the Australian Institute of Criminology published a small volume entitled Designing out Crime: Crime prevention through environmental design (Geason and Wilson). While Newman emphasised the responsibility of architects and urban planners, in these publications the general concerns of defensible space are relocated in the ‘average homeowner’. Citing crime statistics on burglary and vandalism, these publications incite their readers to take action, turning the homeowner into a citizen-soldier. The householder, whether he likes it or not, is already in a struggle. The urban jungle must be understood in terms of “the principles of warfare” (Bunting 7), in which everyday homes become bodies needing protection through suitable architectural armour. Through a series of maps and drawings and statistics, the average residential home is transformed into a series of points of vulnerability. Home space is re-inscribed as a series of points of entry/access and lines of sight. Simultaneously, through lists of ‘dos and don’ts’ a set of precautionary behaviours is inculcated into the readers. Principles of security begin codifying the home space, disciplining the spatial practices of the intimate, regulating the access and mobility of the family and guests. The Architectural Nervous System Nowadays we see a wild, almost excessive, proliferation of security products available to the ‘security conscious homeowner’. We are no longer simply dealing with security devices designed to block – such as locks, bolts and fasteners. The electronic revolution has aided the production of security devices that are increasingly more specialised and more difficult to manipulate, which paradoxically makes it more difficult for the security consumer to understand. Detection systems now include continuous wiring, knock-out bars, vibration detectors, breaking glass detectors, pressure mats, underground pressure detectors and fibre optic signalling. Audible alarm systems have been upgraded to wire-free intruder alarms, visual alarms, telephone warning devices, access control and closed circuit television and are supported by uninterruptible power supplies and control panels (see Chartered Institution of Building Service Engineers 19-39). The whole house is literally re-routed as a series of relays in an electronic grid. If the house as a security risk is defined in terms of points of vulnerability, alarm systems take these points as potential points of contact. Relays running through floors, doors and windows can be triggered by pressure, sound or dislocation. We see a proliferation of sensors: switching sensors, infra-red sensors, ultrasonic sensors, microwave radar sensors, microwave fence sensors and microphonic sensors (see Walker). The increasing diversification of security products attests to the sheer scale of these architectural/engineering changes to our everyday architecture. In our fear of crime we have produced increasingly more complex security products for the home, thus complexifying the spaces we somehow inherently feel should be ‘simple’. I suggest that whereas previous devices merely reinforced certain architectural or engineering aspects of the home, contemporary security products actually constitute the home as a feeling, architectural body capable of being affected. This recalls notions of a sensuous architecture and bodily metaphors within architectural discourse (see Thomsen; Puglini). It is not simply our fears that lead us to secure our homes through technology, but through our fears we come to invest our housing architecture with a nervous system capable of fearing for itself. Our eyes and ears become detection systems while our screams are echoed in building alarms. Body organs are deterritorialised from the human body and reterritorialised on contemporary residential architecture, while our senses are extended through modern security technologies. The vulnerable body of the family home has become a feeling body conscious of its own vulnerability. It is less about the physical expression of fear, as Nan Ellin has put it, than about how building materialities become capable of fearing for themselves. What we have now are residential houses that are capable of being more fully mobilised in this urban war. Family homes become bodies that scan the darkness for the slightest movements, bodies that scream at the slightest possibility of danger. They are bodies that whisper to each other: a house can recognise an intrusion and relay a warning to a security station, informing security personnel without the occupants of that house knowing. They are the newly produced victims of an urban war. Our homes are the event-spaces in which mediated fear unfolds into an architectural nervous system. If media plug our homes into one set of relations between ideologies, representations and fear, then the architectural nervous system plugs that back into a different set of relations between capital, fear and the electronic grid. The home is less an endpoint of broadcast media than a node in an electronic network, a larger nervous system that encompasses the globe. It is a network that plugs architectural nervous systems into city electronic grids into mediated subjectivities into military technologies and back again, allowing fear to be disseminated and extended, replayed and spliced into the most banal aspects of our domestic lives. References Barty, Euan, David White, and Paul Burall. Safety and Security in the Home. London: The Design Council, 1980. Blunt, Alison, and Ann Varley. “Introduction: Geographies of Home.” Cultural Geographies 11.1 (2004): 3-6. Bunting, James. The Protection of Property against Crime. Folkestone: Bailey Brothers & Sinfen, 1975. Chartered Institution of Building Service Engineers. Security Engineering. London: CIBSE, 1991. Colomina, Beatriz. “Domesticity at War.” Assemblage 16 (1991): 14-41. Department of Housing and Construction. Safety in and around the Home. Canberra: Australian Government Publishing Service, 1981. Design Council. The Design Centre Guide to Domestic Safety and Security. London: Design Council, 1976. Diken, Bülent, and Carsten Bagge Lausten. “Zones of Indistinction: Security and Terror, and Bare Life.” Space and Culture 5.3 (2002): 290-307. Ellin, Nan. “Shelter from the Storm or Form Follows Fear and Vice Versa.” Architecture of Fear. Ed. Nan Ellin. New York: Princeton Architectural Press, 1997. Epstein, Dora. “Abject Terror: A Story of Fear, Sex, and Architecture.” Architecture of Fear. Ed. Nan Ellin. New York: Princeton Architectural Press, 1997. Fiske, John, Bob Hodge, and Graeme Turner. Myths of Oz: Reading Australian Popular Culture. Sydney: Allen & Unwin, 1987. Geason, Susan, and Paul Wilson. Designing Out Crime: Crime Prevention through Environmental Design. Canberra: Australian Institute of Criminology, 1989. Hubbard, Alan. Home Safety and Security, Western Australia. Canberra: Australian Bureau of Statistics, 2005. Jeffery, C. Ray. Crime Prevention through Environmental Design. Beverley Hills: Sage, 1971. Macken, Julie. “Why Aren’t We Happier?” Australian Financial Review 26 Nov. 1999: 26. Mallory, Keith, and Arvid Ottar. Architecture of Aggression: A History of Military Architecture in North West Europe, 1900-1945. Hampshire: Architectural Press, 1973. Massumi, Brian. Parables of the Virtual: Movement, Affect, Sensation. Durham: Duke University Press, 2002. McLennan, W. Security Services, Australia, 1998-99. Canberra: Australian Bureau of Statistics, 2000. Morley, David. Home Territories: Media, Mobility and Identity. London and New York: Routledge, 2000. Mouzos, Jenny, and Tina Houliaras. Homicide in Australia: 2004-05 National Homicide Monitoring Program (NHMP) Annual Report. Research and Public Policy Series 72. Canberra: Australian Institute of Criminology, 2006. Newman, Oscar. Defensible Space: Crime Prevention through Urban Design. New York: Collier, 1973. Puglini, Luigi. HyperArchitecture: Space in the Electronic Age. Basel: Bikhäuser, 1999. Signal Security. 13 January 2007 http://www.signalsecurity.com.au/securitysystems.htm>. Smith, Geoff. Home Security Precautions, New South Wales, October 1999. Canberra: Australian Bureau of Statistics, 2000. Spigel, Lynn. Welcome to the Dreamhouse: Popular Media and Postwar Suburbs. Durham and London: Duke University Press, 2001. Thomsen, Christian W. Sensuous Architecture: The Art of Erotic Building. Munich and New York: Prestel, 1998. Walker, Philip. Electronic Security Systems: Better Ways to Crime Prevention. London: Butterworths, 1983. Young, Iris Marion. “House and Home: Feminist Variations on a Theme.” Feminist Interpretations of Martin Heidegger. Eds. Nancy J. Holland and Patricia Huntington. University Park, Pennsylvania: Pennsylvania State UP, 2001. Citation reference for this article MLA Style Caluya, Gilbert. "The Architectural Nervous System: Home, Fear, Insecurity." M/C Journal 10.4 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0708/05-caluya.php>. APA Style Caluya, G. (Aug. 2007) "The Architectural Nervous System: Home, Fear, Insecurity," M/C Journal, 10(4). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0708/05-caluya.php>.

It is time for the truth to be brought out ... . Behind the scenes high-ranking Air Force officers are soberly concerned about the UFOs. But through official secrecy and ridicule, many citizens are led to believe the unknown flying objects are nonsense. -- Rear Admiral Roscoe Hillenkoetter, Director of Central Intelligence (1947-50), signed statement to Congress, 22 Aug. 1960 As an avid UFO enthusiast, an enduring subject of frustration for me is the complacency and ignorance that tends to characterise public knowledge of the phenomenon itself and its social repercussions. Its hard for people like myself to understand how anyone could not be interested in UFOs, let alone Congressional statements from ex-Directors of the Central Intelligence Agency testifying to an official policy of secrecy and ridicule (in other words, propaganda), which aims to suppress public interest and belief in UFOs. As a student of cultural studies who also happens to be a conspiracy theorist, the idea of the Central Intelligence Agency seeking to manipulate one of the twentieth century's most significant icons -- the UFO -- is a fascinating one, because it allows for the possibility that the ways in which the UFO has come to be understood by the public may involve more than the everyday cultural processes described by cultural studies. A review of the history of the CIA's interest in UFO phenomena actually suggests, quite compellingly I think, that since the 1950s, American culture (and, indirectly and to a lesser degree, the rest of the western world) may have been subjected to a highly sophisticated system of UFO propaganda that originated from the Central Intelligence Agency. This is, of course, a highly contentious claim which would bring many important repercussions should it turn out to be true. There is no point pretending that it doesn't sound like a basic premise of The X-Files -- of course it does. So to extract the idea from its comfortable fictional context and attempt to place it into a real historical one (a completely legitimate endeavour) one must become familiar with the politics of the UFO phenomenon in Cold War America, a field of history which is, to understate the matter, largely ignored by academia. A cursory glance at the thousands of (now declassified) UFO-related documents that once circulated through some of the highest channels of US intelligence reveal that, rather than the nonsense topic it is often considered, the UFO phenomenon has been a matter of great concern for the US government since 1947. To get a sense of just how seriously UFOs were taken by the CIA in the 1950s, consider this declassified 'Secret' memorandum from H. Marshall Chadwell, Assistant Director of Scientific Intelligence, to the Director of Central Intelligence, General Walter Bedell Smith, dated 24 September 1952: a world-wide reporting system has been instituted and major Air Force bases have been ordered to make interceptions of unidentified flying objects ... . Since 1947, ATIC [Air Technical Intelligence Center, a branch of the US Air Force] has received approximately 1500 official reports of sightings ... . During 1952 alone, official reports totalled 250. Of the 1500 reports, Air Force carries 20 percent as unexplained and of those received from January through July 1952 it carries 28 percent as unexplained. (qtd. in Good 390) Fifteen-hundred reports in five years is roughly three-hundred reports per year, which is dangerously close to one per day. Although only twenty percent, or one-fifth of these reports were unexplained, equalling about 60 unexplained sightings per year, this still equalled more than one unexplained sighting per week. But these were just the unexplained, official sightings collected by ATIC, which was by no means a comprehensive database of all sightings occurring in the United States, or the rest of the world, for that matter. Extrapolation of these figures suggested that the UFO problem was probably much more extensive than the preliminary findings were indicating, hence the erection of a world-wide reporting system and the interception of UFOs by major US Air Force bases. The social consequences of the UFO problem quickly became a matter of major importance to the CIA. Chadwell went on to point out that: The public concern with the phenomena, which is reflected both in the United States press and in the pressure of inquiry upon the Air Force, indicates that a fair proportion of our population is mentally conditioned to the acceptance of the incredible. In this fact lies the potential for the touching-off of mass hysteria and panic. (qtd. in Good 393) By "acceptance of the incredible" Chadwell was probably referring to acceptance of the existence of intelligently controlled, disc-shaped craft which are capable of performing aerial manoeuvres far in excess of those possible with contemporary technology. Flying saucers were, and remain, incredible. Yet belief in them had permeated the US government as early as 1947, when a 'Secret' Air Materiel Command report (now declassified) from Lieutenant General Nathan Twining to the Commanding General, Army Air Forces, announced that: It is the opinion that: (a) The phenomenon reported is something real and not visionary and fictitious. There are objects probably approximating the shape of a disc, of such appreciable size as to appear to be as large as man-made aircraft. There is a possibility that some of the incidents may be caused by natural phenomena, such as meteors. (b) The reported operating characteristics such as extreme rates of climb, manoeuvrability (particularly in roll), and action which must be considered evasive when sighted or contacted by friendly aircraft or radar, lend belief to the possibility that some of the objects are controlled either manually, automatically, or remotely. -- (qtd. in Good 313-4) This report was compiled only two months after the term flying saucer had been invented, following pilot Kenneth Arnold's historic sighting of nine saucer-like objects in June 1947. The fact that a phenomenon which should have been ignored as a tabloid fad was being confirmed, extremely quickly, by the Air Materiel Command Headquarters suggested that those people mentally conditioned to accept the impossible were not restricted to the public domain. They also, apparently, held positions of considerable power within the government itself. This rapid acceptance, at the highest levels of America's defense agencies, of the UFO reality must have convinced certain segments of the CIA that a form of hysteria had already begun, so powerful that those whose job it was to not only remain immune from such psychosocial forces, but to manage them, were actually succumbing to it themselves. What the CIA faced, then, was nothing short of a nation on the verge of believing in aliens. Considering this, it should become a little clearer why the CIA might develop an interest in the UFO phenomenon at this point. Whether aliens were here or not did not, ultimately, matter. What did matter was the obvious social phenomenon of UFO belief. Walter Bedell Smith, Director of Central Intelligence, realised this in 1952, and wrote to the Executive Secretary of the National Security Council (in a letter previously classified 'Secret'): It is my view that this situation has possible implications for our national security which transcend the interests of a single service. A broader, coordinated effort should be initiated to develop a firm scientific understanding of the several phenomena which apparently are involved in these reports, and to assure ourselves that the incidents will not hamper our present efforts in the Cold War or confuse our early warning system in case of an attack. I therefore recommend that this Agency and the agencies of the Department of Defense be directed to formulate and carry out a program of intelligence and research activities required to solve the problem of instant positive identification of unidentified flying objects ... . This effort shall be coordinated with the military services and the Research and Development Board of the Department of Defense, with the Psychological Strategy Board and other Governmental agencies as appropriate. (qtd. in Good 400-1) What the Director was asserting, basically, was that the UFO problem was too big for the CIA to solve alone. Any government agencies it was deemed necessary to involve were to be called into action to deal with the UFOs. If this does not qualify UFOs as serious business, it is difficult to imagine what would. In the same year, Chadwell again reported to the CIA Director in a memo which suggests that he and his colleagues were on the brink of believing not only that UFOs were real, but that they represented an extraterrestrial presence: At this time, the reports of incidents convince us that there is something going on that must have immediate attention ... . Sightings of unexplained objects at great altitudes and traveling at high speeds in the vicinity of major US defense installations are of such nature that they are not attributable to natural phenomena or known types of aerial vehicles. (qtd. in Good 403) In 1953, these concerns eventually led to the CIA's most public investigation of the UFO phenomenon, the Robertson Panel. Its members were Dr H. P. Robertson (physics and radar); Dr Lloyd V. Berkner (geophysics); Dr Samuel Goudsmit (atomic structure and statistical problems); and Dr Thornton Page (astronomy and astrophysics). Associate members were Dr J. Allen Hynek (astronomy) and Frederick C. Durant (missiles and rockets). Twelve hours of meetings ensued (not nearly enough time to absorb all of the most compelling UFO data gathered at this point), during which the panel was shown films of UFOs, case histories and sightings prepared by the ATIC, and intelligence reports relating to the Soviet Union's interest in US sightings, as well as numerous charts depicting, for example, frequency and geographic location of sightings (Good 404). The report (not fully declassified until 1975) concluded with a highly skeptical, and highly ambiguous, view of UFO phenomena. Part IV, titled "Comments and Suggestions of the Panel", stated that: Reasonable explanations could be suggested for most sightings ... by deduction and scientific method it could be induced (given additional data) that other cases might be explained in a similar manner. (qtd. in Good 404) However, even if the panel's insistence that UFOs were not of extraterrestrial origin seemed disingenuous, it still noted the subjectivity of the public to mass hysteria and greater vulnerability to possible enemy psychological warfare (qtd. in Good 405). To remedy this, it recommended quite a profound method of propaganda: The debunking aim would result in reduction in public interest in flying saucers which today evokes a strong psychological reaction. This education could be accomplished by mass media such [as] television, motion pictures, and popular articles. Basis of such education would be actual case histories which had been puzzling at first but later explained. As in the case of conjuring tricks, there is much less stimulation if the secret is known. Such a program should tend to reduce the current gullibility of the public and consequently their susceptibility to clever hostile propaganda. The panel noted that the general absence of Russian propaganda based on a subject with so many obvious possibilities for exploitation might indicate a possible Russian official policy ... . It was felt strongly that psychologists familiar with mass psychology should advise on the nature and extent of the program ... . It was believed that business clubs, high schools, colleges, and television stations would all be pleased to cooperate in the showing of documentary type motion pictures if prepared in an interesting manner. The use of true cases showing first the mystery and then the explanation would be forceful ... . The continued emphasis on the reporting of these phenomena does, in these parlous times, result in a threat to the orderly functioning of the protective organs of the body politic ... . [It is recommended that] the national security agencies take immediate steps to strip the Unidentified Flying Objects of the special status they have been given and the aura of mystery they have unfortunately acquired; that the national security agencies institute policies on intelligence, training, and public education designed to prepare the material defenses and the morale of the country to recognise most promptly and to react most effectively to true indications of hostile intent or action. We suggest that these aims may be achieved by an integrated program designed to reassure the public of the total lack of evidence of inimical forces behind the phenomena, to train personnel to recognize and reject false indications quickly and effectively, and to strengthen regular channels for the evaluation of and prompt reaction to true indications of hostile measures. (qtd. in Good 405-6) The general aim of the Robertson Panel's recommendations, then, was to not only stop people believing in UFOs, but to stop people seeing UFOs, which constitutes an extreme manipulation of the public consciousness. It was the intention of the CIA to ensure, as subtly as was possible, that most people interpreted specific visual experiences (i.e. UFO sightings) in terms of a strict CIA-developed criterion. This momentous act basically amounts to an attempt to define, control and enforce a particular construction of reality which specifically excludes UFOs. In an ironic way, the Robertson Panel report advocated a type of modern exorcism, and may have been the very birthplace of the idea that such an obvious icon of wonder and potential as the UFO is, it can never be more than a misidentification or a hoax. We cannot be certain to what extent the recommendations of the Robertson Panel were put into practice, but we can safely assume that its findings were not ignored by the CIA. For example, Captain Edward J. Ruppelt, Chief of the ATIC's Aerial Phenomena Branch, has testified that "[We were] ordered to hide sightings when possible, but if a strong report does get out, we have to publish a fast explanation -- make up something to kill the report in a hurry, and also ridicule the witnesses, especially if we can't find a plausible answer. We even have to discredit our own pilots" (Good 407). Comments like these make one wonder just how extensive the program of debunking and ridicule actually was. What I have suggested here is that during the 1950s, and possibly throughout the four decades since, an objective of the CIA has been to downplay its own interest in the UFO phenomenon to the public whilst engaging in secret, complex investigations of the phenomenon itself and its social repercussions. If this is the case, as the evidence -- the best of which can be found in the government's own files (even though such evidence, as tens of thousands of conspiracy theorists continue to stress, can hardly be taken simply at face value) -- indicates, then the construction of the UFO in western popular culture will have to be revised as a process involving more than just the projection of popular hopes, desires and anxieties onto an abstract, mythical object. It will also need to be seen as involving the clandestine manipulation of this process by immeasurably powerful groups within the culture itself, such as the CIA. And since the CIAs major concerns about UFOs haved traditionally been explicitly related to the Cold War, the renewed prominence of the UFO in western popular culture since the demise of the Soviet Union requires immediate, serious investigation in a political context. For the UFO issue is, and has always been, a political issue. I suggest that until this fascinating chapter of American domestic history is explored more thoroughly, the cultural function of the UFO will remain just as poorly understood as its physical nature. References Good, Timothy. Beyond Top Secret: The Worldwide UFO Security Threat. London: MacMillan, 1996. Citation reference for this article MLA style: Adam Dodd. "Making It Unpopular: The CIA and UFOs in Popular Culture." M/C: A Journal of Media and Culture 2.4 (1999). [your date of access] <http://www.uq.edu.au/mc/9906/cia.php>. Chicago style: Adam Dodd, "Making It Unpopular: The CIA and UFOs in Popular Culture," M/C: A Journal of Media and Culture 2, no. 4 (1999), <http://www.uq.edu.au/mc/9906/cia.php> ([your date of access]). APA style: Adam Dodd. (1999) Making it unpopular: the CIA and UFOs in popular culture. M/C: A Journal of Media and Culture 2(4). <http://www.uq.edu.au/mc/9906/cia.php> ([your date of access]).