Letteratura scientifica selezionata sul tema "William L. Crow Construction Company"

Postmodernism is supposed to identify the conditions of contemporary cultural production when human affairs in general, and the dissemination of prevailing ideas in particular, have become fully enmeshed in relations of commodity exchange. (Martin 2002, p. 30) The accumulation of capital within industrial economies keyed on the surplus value derived from the production of raw materials into mass manufactured products, and their subsequent exchange in the capitalist marketplace. Within what Poster (1990) described as the contemporary mode of information , surplus capital is generated from the manufacturing of product’s symbolic values, which in turn substantiate their use and ultimately exchange values within the consumer market. This, in essence, is the centrifugal process undermining the brand (Klein 1999), promotional (Wernick 1991), or commodity sign (Goldman and Papson 1996), culture that characterizes contemporary capitalism: Through the creative outpourings of “cultural intermediaries” (Bourdieu 1984) working within the advertising, marketing, public relations, and media industries, commodities—routinely produced within low wage industrializing economies—are symbolically constituted to global consuming publics. This postmodern regime of cultural production is graphically illustrated within the sporting goods industry (Miles 1998) where, in regard to their use value, highly non-differentiated material products such as sport shoes are differentiated in symbolic terms through innovative advertising and marketing initiatives. In this way, oftentimes gaudy concoctions of leather, nylon, and rubber become transformed into prized cultural commodities possessing an inflated economic value within today’s informational-symbolic order (Castells 1996). Arguably, the globally ubiquitous Nike Inc. is the sporting brand that has most aggressively and effectively capitalized upon what Rowe described as the “culturalization of economics” in the latter twentieth century (1999, p. 70). Indeed, as Nike Chairman and CEO Phil Knight enthusiastically declared: For years, we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool. What I mean is that marketing knits the whole organization together. The design elements and functional characteristics of the product itself are just part of the overall marketing process. (Quoted in (Willigan 1992, p. 92) This commercial culturalization of Nike has certainly sparked considerable academic interest, as evidenced by the voluminous literature pertaining to the various dimensions of its practices of cultural production (Donaghu and Barff 1990; Ind 1993; Korzeniewicz 1994; Cole and Hribar 1995; Boje 1998; Goldman and Papson 1998; Lafrance 1998; Armstrong 1999; Denzin 1999; Penaloza 1999; Sage 1999; Lucas 2000; Stabile 2000). Rather than contribute to this body of work, our aim is to engage a sporting shoe company attempting to establish itself within the brand universe defined and dominated by Nike. For this reason we turn to German-based Puma AG: a dynamic brand-in-process, seeking to differentiate itself within the cluttered sporting landscape, through the assertion of a consciously fractured brand identity designed to address a diverse range of clearly-defined consumer subjectivities. Puma’s history can be traced to post-war Germany when, in 1948, a fraternal dispute compelled Rudolf Dassler to leave Adidas (the company he founded with his brother Adi) and set up a rival sports shoe business on the opposite bank of the Moselle river in Herzogenaurach. Over the next three decades the two companies vied for the leadership in the global sports shoe industry. However, the emergence of Nike and Reebok in the 1980s, and particularly their adoption of aggressive marketing strategies, saw both Adidas and Puma succumbing to what was a new world sneaker order (Strasser and Becklund 1991). Of the two, Puma’s plight was the more chronic, with expenditures regularly exceeding moribund revenues. For instance, in 1993, Puma lost US$32 million on sales of just US$190 million (Saddleton 2002, p. 2). At this time, Puma’s brand presence and identity was negligible quite simply because it failed to operate according to the rhythms and regimes of the commodity sign economy that the sport shoe industry had become (Goldman and Papson 1994; 1996; 1998). Remarkably, from this position of seemingly terminal decline, in recent years, Puma has “successfully turned its image around” (Saddleton 2002, p. 2) through the adoption of a branding strategy perhaps even more radical than that of Nike’s. Led by the company’s global director of brand management, Antonio Bertone, Puma positioned itself as “the brand that mixes the influence of sport, lifestyle and fashion” (quoted in (Davis 2002, p. 41). Hence, Puma eschewed the sport performance mantra which defined the company (and indeed its rivals) for so long, in favour of a strategy centered on the aestheticization of the sport shoe as an important component of the commodity based lifestyle assemblages, through which individuals are encouraged to constitute their very being (Featherstone 1991; Lury 1996). According to Bertone, Puma is now “targeting the sneaker enthusiast, not the guy who buys shoes for running” (quoted in (Davis 2002, p. 41). While its efforts to “blur the lines between sport and lifestyle” (Anon 2002, p. 30) may explain part of Puma’s recent success, at the core of the company’s turnaround was its move to diversify the brand into a plethora of lifestyle and fashion options. Puma has essentially splintered into a range of seemingly disparate sub-brands each directed at a very definite target consumer (or perceptions thereof). Amongst other options, Puma can presently be consumed in, and through: the upscale pseudo-Prada Platinum range; collections by fashion designers such as Jil Sander and Yasuhiro Mihara; Pumaville, a range clearly directed at the “alternative sport” market, and endorsed by athletes such as motocross rider Travis Pastrana; and, the H Street range designed to capture “the carefree spirit of athletics” (http://www.puma.com). However, Puma’s attempts to interpellate (Althusser 1971) a diverse array of sporting subjectivies is perhaps best illustrated in the “Nuala” collection, a yoga-inspired “lifestyle” collection resulting from a collaboration with supermodel Christy Turlington, the inspiration for which is expressed in suitably flowery terms: What is Nuala? NUALA is an acronym representing: Natural-Universal-Altruistic-Limitless-Authentic. Often defined as "meditation in motion", Nuala is the product of an organic partnership that reflects Christy Turlington's passion for the ancient discipline of Yoga and PUMA's commitment to create a superior mix of sport and lifestyle products. Having studied comparative religion and philosophy at New York University, model turned entrepreneur Christy Turlington sought to merge her interest in eastern practices with her real-life experience in the fashion industry and create an elegant, concise, fashion collection to complement her busy work, travel, and exercise schedule. The goal of Nuala is to create a symbiosis between the outer and inner being, the individual and collective experience, using yoga as a metaphor to make this balance possible. At Nuala, we believe that everything in life should serve more than one purpose. Nuala is more than a line of yoga-inspired activewear; it is a building block for limitless living aimed at providing fashion-conscious, independant women comfort for everyday life. The line allows flexibility and transition, from technical yoga pieces to fashionable apparel one can live in. Celebrating women for their intuition, intelligence, and individuality, Nuala bridges the spacious gap between one's public and private life. Thus, Puma seeks to hail the female subject of consumption (Andrews 1998), through design and marketing rhetorics (couched in a spurious Eastern mysticism) which contemporary manifestations of what are traditionally feminine experiences and sensibilities. In seeking to engage, at one at the same time, a variety of class, ethnic, and gender based constituencies through the symbolic advancement of a range of lifestyle niches (hi-fashion, sports, casual, organic, retro etc.) Puma evokes Toffler’s prophetic vision regarding the rise of a “de-massified society” and “a profusion of life-styles and more highly individualized personalities” (Toffler 1980, pp. 231, 255-256). In this manner, Puma identified how the nurturing of an ever-expanding array of consumer subjectivities has become perhaps the most pertinent feature of present-day market relations. Such an approach to sub-branding is, of course, hardly anything new (Gartman 1998). Indeed, even the sports shoe giants have long-since diversified into a range of product lines. Yet it is our contention that even in the process of sub-branding, companies such as Nike nonetheless retain a tangible sense of a core brand identity. So, for instance, Nike imbues a sentiment of performative authenticity, cultural irreverence and personal empowerment throughout all its sub-brands, from its running shoes to its outdoor wear (arguably, Nike commercials have a distinctive “look” or “feel”) (Cole and Hribar 1995). By contrast, Puma’s sub-branding suggests a greater polyvalence: the brand engages divergent consumer subjectivities in much more definite and explicit ways. As Davis (2002, p. 41) emphasis added) suggested, Puma “has done a good job of effectively meeting the demands of disparate groups of consumers.” Perhaps more accurately, it could be asserted that Puma has been effective in constituting the market as an aggregate of disparate consumer groups (Solomon and Englis 1997). Goldman and Papson have suggested the decline of Reebok in the early 1990s owed much to the “inconsistency in the image they projected” (1996, p. 38). Following the logic of this assertion, the Puma brand’s lack of coherence or consistency would seem to foretell and impending decline. Yet, recent evidence suggests such a prediction as being wholly erroneous: Puma is a company, and (sub)brand system, on the rise. Recent market performance would certainly suggest so. For instance, in the first quarter of 2003 (a period in which many of its competitors experienced meager growth rates), Puma’s consolidated sales increased 47% resulting in a share price jump from ?1.43 to ?3.08 (Puma.com 2003). Moreover, as one trade magazine suggested: “Puma is one brand that has successfully turned its image around in recent years…and if analysts predictions are accurate, Puma’s sales will almost double by 2005” (Saddleton 2002, p. 2). 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Introduction The blockbuster DreamWorks film Shrek is a play on the classic fairy tale narrative, where the hero, atop his noble steed, rescues the cursed princess from a dragon-guarded tower. Except the hero is an Ogre, the steed is a talking donkey, the dragon just wants to be loved, and, when they finally break the curse, the princess permanently transforms into an Ogre. From the opening scene, the first movie subverts the viewers’ expectations, offering reflection as well as a critique on “some of the cultural conventions that characterise modernity” (Lacassagne, Nieguth, and Dépelteau). As one of the most successful animated films in history (Lacassagne, Nieguth, and Dépelteau) Shrek is an important text to analyse from a disability perspective. As Amanda Taylor suggests, the film introduces several disability themes that work together to make a social and cultural critique about social exclusion: there are many social and cultural issues within the movie Shrek that should be addressed when looking through a lens of disability. Shrek and Fiona are the very opposite of what society looks at as a fairy tale, yet they are still so popular. The producers of this movie have tackled social issues in a very positive way. Elements such as obesity and economic diversity are portrayed within this movie that show that there is an alternative to stereotyping. Taking Shrek as its case study, this article argues that monstrous images offer complex representations of disability that align with the affirmation model of disability. We begin with a review of key literature before starting a disability analysis of Shrek by drawing parallels between the social exclusion experienced by characters within the film and the effects of social disablement identified within the social model of disability and critical disability studies. We then move beyond the social model of disability to follow the importance of interdependence and disability pride throughout Shrek as it culminates in a representation of the affirmation model of disability. Throughout this article we make parallels between monsters, ogres, freaks (as a form of the monstrous), and characters with disability. Each as constructed as having extraordinary bodies—the non-normative. Reading Monsters through a Disability Lens Critical disability studies theorists often observe the way disability is used within narratives as a metaphor for something else (Mitchell and Snyder; Quayson; Garland-Thomson Extraordinary Bodies; Garland-Thomson Freakery). For Rosemarie Garland-Thomson, this is particularly illustrative in the figure of the monster in literary narratives: the word monster — perhaps the earliest and most enduring name for a singular body — derives from the Latin monstra, meaning to warn, show, or sign, and which has given us the modern verb demonstrate. (Garland-Thomson, Freakery 3) Disability has become a defining characteristic of the monstrous body—“bodies that in their gross failure to approximate to corporeal norms are radically excluded” (Shildrick 2). The field of critical disability studies is concerned with the ways these norms are constructed to exclude certain bodies. Jobling notes that the typical figure of the ogre occurs in folklore across many cultures around the world. The ogre performs the function of “a semi-human monster who commits crimes against the ingroup. The hero triumphs over the ogre, usually by killing him” (Jobling). Ogres, depicted as inhumanly large monstrous characters who eat children, are recognisable as a source of fear. The ogre occupies an important position as a narrative prosthesis (see Mitchell and Snyder) in children’s narratives. The monster therefore exists within narratives as a representation of something else. Reading monsters through a disability lens has been well researched in the critical disability studies field. Studies show how monstrosity is represented in film through disfigurement, typically in contrast to the normative or non-disabled body (Garland-Thomson Extraordinary Bodies). Feminist theory is often applied to gain an insight into “the meanings attributed to the bodies by cultural representation and the consequences of those meanings in the world” (Garland-Thomson Extraordinary Bodies). While several critical disability critiques emphasise the negative disability stereotypes associated with representations of monsters, increasingly theorists are considering the ways these monsters problematise and critique the social construction of the normate (Smith). Martha Stoddard Holmes’s Born This Way: Reading Frankenstein with Disability is a notable example of how a monstrous character poses both a critique and representation of society. The Creature forms a “visual identity first from the stares, words, and behaviours of others". She observes “his condition of disability and resulting social exclusion are, as narrated, purely aesthetic in nature, and as such, socially constructed”. Throughout the text, the Creature exemplifies both monstrosity to be feared and vulnerability to be pitied; these are features outlined by Margrit Shildrick as concepts that underpin the non-normative body in popular culture. It is evident that the perception of monstrosity is one that is socially constructed, and is largely negative. Susan Marie Schweik suggests a relationship between this negative representation and the ugly laws. The ugly laws refer to a set of laws that prohibited ugly people from participating in society during 1860s through to 1974. The ugly laws focus on non-normative bodies, especially bodies that were disfigured. The phrasing of these laws was such that it removed the personhood of so-called ugly people. For example, in the quote “so as to be an unsightly or disgusting object, or an improper person to be allowed in or on the streets” (Schweik), the people phrasing the law objectify its subjects. These archaic ugly laws reflected a societal view that ugly people were frightening to behold, which manifests in fear of the person themselves. Thus, images of non-normative bodies in film and literature were reflected as frightening monsters. These representations described are the typical depiction of non-normative monstrous bodies. While monsters have been consistently read through a disability lens, we aim to demonstrate through this article the importance of representations such as Shrek, as they depict a move towards disability pride and an affirmative model of disability. The Affirmative Model of Disability The affirmative model was developed as part of the disability arts movement. Colin Cameron (Disability Arts 11) asserts “the affirmation model identifies impairment as an important part of people’s identities, to be owned as part of who they are, and not as something to be hidden or regarded as a source of shame". He locates the negative representations of disability in texts mentioned above as a reflection of the values and assumptions related to the medical model of disability. While the medical model positions disability as a problem within the body, the social model locates this so-called problem in society. The affirmative model builds on but also critiques the social model of disability. The social model has been criticised by feminists with disability as over-emphasising “socio-structural barriers and ignoring personal and experiential aspects of disability” (Cameron Developing an Affirmation Model 24). However, the affirmative model retains the definition of disability as being located in social structures, with the addition of a subversion of the dominant cultural narrative which views disability or impairment as inherently negative. While there are still heavily prevalent issues with stereotypes in media, and people with disability continue to be invoked in narratives of monsters a serious attempt to work with people with disability on authentic and positive representation is gaining traction. Inspired by the 2020 Oscar-nominated documentary film Crip Camp, Netflix-backed documentary filmmakers with disability organisation FWD-Doc has partnered with social impact company Doc Society to release A Toolkit for Inclusion & Accessibility to positively influence disability representation and media access (Mitchell; FWD-Doc and Doc Society). This inclusion toolkit ascribes to the affirmative model of disability and makes the following recommendations that in films: people with disability are seen as multi-dimensional characters people’s life is seen as valid and valuable there is engagement in the disability community disability pride is shown intersectionality is shown allyship is shown good-quality audio description and captioning is used disability is not seen as tragic disability is not seen as inspiring disability is not used a punchline people overcoming disability are not shown people with disability are not infantilised no ableist language is used. The following section offers a thematic analysis of Shrek that draws on FWD-Doc’s recommendations. Although almost all these recommendations are achieved in Shrek, this article will focus on the most relevant instances. Findings: Setting Up a Normative Society Due to space limitations we have focussed on the first film in the Shrek franchise in this article. However, at the time of writing this there are four films, a few TV spin-offs, and a Broadway musical production. Lacassagne, Nieguth, and Dépelteau suggest that the first three films form a trilogy based on the original book and follow a “high level of thematic unity”, which continues the reflections and critiques of cultural conventions that are outlined in this article. However the spin-offs and fourth film are suggested to have departed from this thematic structure. The opening scene of Shrek is a fairy tale book being read by a narrator. It is a typical story of a princess being rescued by a handsome knight from a dragon-guarded tower. As the story nears its end, a page of the book is torn out and we hear the narrator say, “what a load of *flushing sound*”. This introduction is setting up an expectation of a film that will subvert the norms, and the film delivers. The viewer is introduced to a multi-dimensional title character who seems joyful, proud, independent, and comfortable in himself. He has hobbies; he paints, cooks, and reads. Despite his looks, he is not at all the typical figure of the ogre. Although audiences are introduced to this proud character of Shrek, we soon see that the world he lives in does not treat him positively. Shrek encounters a group of townspeople that are coming to kill him. He tries to scare them away but they are frozen in place, gawking at him. This is indicative of Garland-Thomson’s concept of the stare referred to earlier in this article. The stare occurs when normative members of society encounter people viewed as the other, monsters, and freaks. The stare is depicted as something fascinating and potentially horrifying that compels people to be unable to look away. After encountering this representation of a society that doesn’t accept him, Shrek meets Donkey. Donkey is hiding from people who would persecute him for being different and immediately identifies Shrek as another “freak” and thus an ally. However, Shrek has a harder time accepting that someone might not immediately dismiss him as a monster. Shrek: Listen, little donkey. Take a look at me. What am I?Donkey: Uh—Really tall?Shrek: No! I’m an Ogre. You know. “Grab your torch and pitchforks.” Doesn’t that bother you?Donkey: Nope.Shrek: Really?Donkey: Really, really.Shrek: Oh.Donkey: Man, I like you. What's your name?Shrek: Uh, Shrek.Donkey: Shrek? Well, you know what I like about you, Shrek? You got that kind of I-don't-care-what-nobody-thinks-of-me thing. I like that. I respect that, Shrek. You all right. Although Shrek is comfortable in himself, he has built an opinion based on the view he takes from others. Much like Frankenstein’s monster (Stoddard Holmes), this view is aesthetic in nature and socially constructed. The viewer is then introduced to Lord Maximus Farquaad, who is a fitting representation of someone enforcing the Shrek franchise’s version of the ugly laws. Lord Farquaad frequently objectifies the “freaks”, referring to them as “it” or “that", and he claims that they are “poisoning my perfect world”. The lordship of Duloc he rules over is thus representative of normative society, with a welcoming song that claims Duloc as a “perfect town” and warning “don’t make waves, stay in line and we’ll get on just fine”. Duloc is also represented as a society that follows instructions around societal norms, this is done through the use of cue cards that are shown to the on-screen audience telling them how to react, which they follow. These cue cards also offer a commentary on the constructed nature of this perfect society. Farquaad himself is of short stature and therefore ascribes to Kumari Campbell’s observations about the construction of ability. It is only by establishing and then marginalising disability as other that ability can be understood (Kumari Campbell). Upon entering the castle, Shrek is discriminated against solely based on appearance. Guards are ordered to kill him as the crowd cheers on. However, as Shrek begins to display physical prowess in the fight, the crowd begins to cheer for him. This indicates a meritocratic society that finds value in Shrek now that he has shown himself to be skilled physically. Findings: Taking an Affirmative Stance After the film sets up this constructed normative society, Shrek and Donkey venture out and continue to disrupt the typical narrative. When Shrek accepts the quest of rescuing a princess instead of just destroying Farquaad, Donkey asks him why, and Shrek responds by describing actions of a typical ogre: “maybe I could have decapitated an entire village and put their heads on a pike”. Instead, he likens himself to an onion, because “onions have layers”, which reinforces the film’s idea that he is a multi-dimensional character. Donkey questions why he could not have used an analogy that everyone likes, such as parfaits, but Shrek explains it is not about what everyone likes. This is a notable example of an affirmative stance that values him for being multidimensional even if he is not normative. Shrek and Donkey rescue Princess Fiona from the tower. From the moment she is introduced, she says “this is all wrong” and “this isn’t how it’s supposed to happen". This sentiment can be read as an expression of the confusion the viewer is supposed to be feeling due to the subversion of the typical narrative. However, Shrek has been wearing a helmet and Fiona has not seen that he is an Ogre, meaning she is still treating him like a brave knight. When asked to take off his helmet, Shrek refuses. This is the first time we see Shrek as vulnerable or self-conscious. Shrek wants to be seen as something other than an Ogre. The journey back is long and Fiona’s character gains depth. She is portrayed as unconventional, she is not afraid of Shrek, instead she kills birds, eats rats, burps, fights off bandits, and catches bugs for him to eat. The relationship between Shrek and Fiona grows and Donkey advocates for them to be together, however Shrek is convinced that nobody could see him as anything other than an Ogre. Donkey points out that he did not. Donkey: What exactly is your problem? What do you got against the world?Shrek: I'm not the one with the problem. It’s the world that seems to have a problem. People take one look at me and go, “Aah! Help! Run! A big, stupid, ugly, Ogre!” (Sighs) They judge me before they even know me. That's why I’m better off alone.Donkey: You know? When we met, I didn’t think you were just a big, stupid, ugly, ogre.Shrek: Yeah. I know. Donkey is demonstrating how their shared experience of being “freaks” meant that he accepted his friend from the beginning. This is a notable example of disability community. Donkey then discovers Fiona turns into an Ogre at night. After his initial shock, he agrees she is “ugly” but does not show any indication that he cares about it or that it makes her any less valuable to him. This lack of a negative reaction is challenging for Fiona because she harbours self-hatred, similar to the internalised ableism prevalent in some people with disability. This internalised ableism is often based on a desire to be ‘normal’, usually due to a lack of support or exposure to the positive disability community (Blackwater). Donkey tries to help Fiona overcome this internalised stigma, but a miscommunication based on Shrek’s own internalised ableism pulls Shrek and Fiona apart. Donkey, who is quickly becoming the voice of affirmation for the other characters, is ultimately the one who implores Shrek to confront his internalised ableism, and makes him feel loved and accepted. It is important that this comes from another “freak”, as this represents the power in disability community, rather than an able-bodied hero complex that is common in film. This strength in disability community is another notable example of the affirmative model of disability. Shrek and Donkey return to Duloc to confront Farquaad and Fiona. We see more representation of a normative society; the cue cards are present again, illustrating the constructed nature of normative society. Farquaad alludes again to the ugly laws of the lordship he rules over when he states “it’s rude enough being alive when no one wants you” to Shrek. When Fiona reveals herself to be an Ogre, Farquaad immediately rejects her, but she has already found community and affirmation with Shrek. Rather than being defeated by the now-hero Shrek, Farquaad is eaten by Dragon who is subverting the monstrous archetype of the dragon, instead being the ultimate defeater (Lacassagne, Nieguth, and Dépelteau). The crowd claps, indicating it was merely going along with the normative societal views that had been enforced on the community. A final rebellion against the normative society is indicated when the guard crosses out the cue card and writes “aww” in response to Shrek and Fiona’s first kiss. Shrek: Fiona? Fiona. Are you all right?Fiona: Well, yes. But I don’t understand. I’m supposed to be beautiful.Shrek: But you are beautiful. The conclusion is perhaps one of the most poignant representations of the affirmative model. Shrek and Fiona end up back at their swamp where they are free to be Ogres, surrounded by other “freaks” as well as non-freak allies they’ve made along the way. They are flourishing in their proud community, surrounded by intersectional creatures. Although the first Shrek movie is a story about overcoming, it is not about people overcoming their monstrosity/disability. Instead, the film is about people overcoming societal and internalised views that disable them, and embracing a community that takes pride in difference. Conclusion Within critical disability studies, monsters are recognised as existing in the realm of hyper-representation. They are used within narratives to represent and reveal something else. As Garland-Thomson explains, monsters take on a semantic distinction to demonstrate the non-normative body. The ogre in children’s literature and popular culture is a monstrous figure used as a narrative prosthesis to incite fear. Shrek, however, takes this construction of the monster and subverts it to critique the construction of normative characters and societies in children’s narratives. To make this critique, the film draws on the affirmative model of disability and embraces disability pride through the personal journeys of its lead characters Shrek, Donkey and Fiona. References Blackwater, Amelia. “Disability Community – Our Internalised Ableism.” Deafness Forum of Australia 2020. 23 July 2021. <https://www.disabilityaustraliahub.com.au/disability-community-our-internalised-ableism>. Cameron, Colin. “Developing an Affirmation Model of Impairment and Disability.” 2013. ———. “Disability Arts: The Building of Critical Community Politics and Identity.” Politics, Power and Community Development (2016): 199. FWD-Doc, and Doc Society. A Toolkit for Inclusion & Accessibility: Changing the Narrative of Disability in Documentary Film. London: FWD-Doc. Feb. 2021. 2 Aug. 2021 <https://static1.squarespace.com/static/5dd1c2b5a0f7a568485cbedd/t/602d4708d39c1d1154d0902a/1613581716771/FWD-Doc+Toolkit+small.pdf>. Garland-Thomson, Rosemarie. Extraordinary Bodies: Figuring Physical Disability in American Culture and Literature. New York: Columbia University Press, 1997. ———. Freakery : Cultural Spectacles of the Extraordinary Body. New York: New York University Press, 1996. ———. “The Politics of Staring: Visual Rhetorics of Disability in Popular Photography.” Disability Studies: Enabling the Humanities. Eds. Sharon L. Snyder, Brenda Jo Brueggemann, and Rosemarie Garland-Thomson. New York: Modern Language Association of America, 2002. 56–75. . Jobling, Ian. “The Psychological Foundations of the Hero-Ogre Story: A Cross-Cultural Study.” Human Nature 12.3 (2001): 247–272. 2 Aug. 2021 <https://doi.org/10.1007/s12110-001-1009-7>. Kafer, Alison. Feminist, Queer, Crip. Bloomington: Indiana University Press, 2013. Kumari Campbell, Fiona. Contours of Ableism: The Production of Disability and Abledness New York: Palgrave Macmillan 2009. Lacassagne, Aurélie, Tim Nieguth, and François Dépelteau, eds. Investigating Shrek : Power, Identity, and Ideology. New York: Palgrave Macmillan, 2011. Mitchell, David, and Sharon Snyder. Narrative Prosthesis: Disability and the Dependencies of Discourse. Ann Arbor: University of Michigan Press, 2000. Mitchell, Wendy. “DocSociety, Netflix Launch Groundbreaking Disability and Inclusion Toolkit (Exclusive).” ScreenDaily 25 Feb. 2021. Quayson, Ato. Aesthetic Nervousness : Disability and the Crisis of Representation. New York: Columbia University Press, 2007. Schweik, Susan M. The Ugly Laws: Disability in Public. New York: New York University, 2009. Shildrick, Margrit. Embodying the Monster: Encounters with the Vulnerable Self. London: Sage, 2002. Smith, Angela. Hideous Progeny: Disability, Eugenics, and Classic Horror Cinema. West Sussex: Columbia University Press, 2012. Steig, William. Shrek! New York: Farrar, Straus and Grioux, 1990. Stoddard Holmes, Martha. “Born This Way: Reading Frankenstein with Disability.” Literature and Medicine 36.2 (2018): 372–387. Swain, John, and Sally French. “Towards an Affirmation Model of Disability.” Disability & Society 15.4 (2000): 569–582. Taylor, Amanda. “Shrek’s Portrayal of Disability.” Disability in Children’s Literature 5 May 2017. 13 July 2021 <https://disabilityinchildrenslit.wordpress.com/2017/05/05/shreks-portrayal-of-disability>. Thomson, Rosemarie Garland. Extraordinary Bodies: Figuring Physical Disability in American Culture and Literature. New York: Columbia University Press, 2017.

In the late 2010s, I owned and operated a bespoke drum-building company, and during that time, I was commissioned to build a frame drum by the partner of a musician who was also a magic practitioner. The commission was fitting despite my business not being related to magic or Paganism directly. I have been working with drum construction in all of my research projects during my academic career, a touring percussionist for decades, and the company focussed on making drums inspired by Lovecraftian narratives and Lovecraftian Futurist music. Due to the nature of Lovecraftian horror and science fiction being potentially supernatural-related, and given my performance experience and ethnomusicological background, I understood the details of the request and planned my construction in accordance with their interests. The decisions made regarding materials, style, and decorations with respect to the expected functionality, performance techniques, and desired aesthetics outlined a distinct relationship between the magical and musical qualities desired in the final product. These decisions were informed by the values upheld by the commissioner of the drum – values that parallel those of the performers, makers, and audience that make up the joint musical and magical community. The ways in which these decisions were informed, then, regulate the interactions not only with the music involved but also with the musical instruments and their construction. Perhaps this is less evident in a situation where an instrument is mass-manufactured, but taking as an example the set of decisions associated with this bespoke commission, informed by values based on a belief system and the practices associated with that belief system, a network of maker, player, and expectations of the instrument’s function can be highlighted. In turn, this raises interesting considerations about the relationship between building instruments and magic-related practices. Fig. 1: Commissioned drum that houses magical associations along with performative expectations. (Photo: Lisa Courtney) Most of the discussion herein pertains to building frame drums and my client’s interest in Wicca and Paganism, but neither magic, nor this discussion in general, need to be restricted to Wiccan, Occult, or Pagan practices exclusively. Magic in the broad context of how it can influence and inspire creative, ritual, or sonically functional practices can fall under the umbrella of Shamanism, Satanism, Spiritualism, Theosophy, Voodoo/Vodun, Taoism, Shintoism, Druidism, or any area of perceived magic (even fictional or self-constructed belief systems). Magic in the context of being a highly valued concept and concern makes magic (using any definition) relevant and a vehicle for better understanding the complex relationships between creative production and cultural, religious, and/or social values and belief systems. Drums and magic (using this broad definition) simply form an excellent, clear example of this dialectic network. Music and magic are inexorably linked together (Godwin; Connor, Sound and Musical). There are numerous accounts, both folkloric and academic, of how sonic qualities such as tempo, timbre, and pitch work in conjunction with hermetic powers, spiritual happenings, and theosophical practices through harmonic, melodic, and rhythmic means (Sharpe). Broad considerations of music and cosmology arise in Blavatsky’s esoteric instructions, functional use of music appears in the heterophonic improvisation supporting shamanic practices of Korean musok (Koudela and Yoo 94), and even the scientific explanations of Kepler link music to astronomy attempting to show the intertwined nature of music, spirituality, and the human soul. Lewis, in Witchcraft Today, cites multiple instances of music in relation to magic practice, from accompanying incantations to ritual dancing, to a long list of contemporary popular and folk music artists performing magic-related and -inspired material. The human body is sometimes used to produce this sonic enhancement or connections (Eason), but musical instruments are also used for a variety of reasons. Drums are often one of those instruments, incorporating the textures, pulses, or simply the sheer volume they can provide. Drumming is an essential part of engaging with Zangbeto, the vodun guardians of Benin (Okunola and Ojo 204); playing damaru (sometimes made from human skulls: Cupchik 34) is a highly valued musical element of Tibetan Chöd magic practices (Cupchik 34); Druidic land healing ceremonies rely on frame drums to open magic channels between the practitioner and the Earth (O’Driscoll); the original function of Czech vozembouchy was to ward off dark energies and provide protection during rituals (Connor, Constructing the Sounds 25); Korean Mudang use drums (and music/noise) to allow deities and spirits to speak through them at Gut ceremonies (Wróblewski); similarly, Tlingit Ixt (shamans) employ frame drums to both represent and conjure the ancestors about whom they are singing (Olsen 212). It probably cannot be said which came first – the intention to use percussion instruments for magical practices, then constructing them accordingly; or making percussion, then deciding these instruments are useful for magical purposes. However, recognising the influence that magic has on drum-making contemporaneously can be informative, unravelling how performance in magic-related contexts and the construction of percussive instruments designed to be used for such purposes, or those selected for their musical or magical properties, highlight a dialectic between drum-making and magic. Musical instruments are made, generally speaking, with a few common intentions in mind (Connor, Constructing Musical), then designed and built with specific performance expectations and functionalities informing the final construction (Connor, Constructing Musical). Frame drums follow this model; therefore, the commissioned drum mentioned above, where the magical element was considered a primary concern for the patron, can assist with outlining the design/maker-player-inspiration/beliefs/practice network that links them together. When starting the dialogue between maker and patron to realise the drum being commissioned, which wood should be used was the initial consideration. They wanted something “powerful” and “meaningful” but did not know what was available or would exactly match their practice interests, so I suggested some wood I had recently been given that thought might suit: a neighbour had a black walnut tree on their property which had been struck by lightning and was no longer considered safe and it was chopped down due to compromised structural integrity. Pieces of it were given to me. After describing this wood, even though all they knew about the properties of the tree was that it had been struck by lightning, the choice to use it was made instantly, citing simply the fact that it was special, had potentially absorbed the element of electricity into the element of wood, and hinting at the notion that “it was meant to be” as the reasons for incorporating the black walnut into the drum. Fig. 2: Black walnut wood from the tree struck by lightning. (Photo: author) Next was the number of sides for the drum. Most frame drums are circles or something similar, so that would count as either one-sided (not a moebius strip, but rather a simple circle) or infinite-sided (if taken as a number of infinitesimally small mini sides). As a maker, I also offered various other ‘barrel-style’ frames including 5-, 7-, 8-, 11-, and 13-sided models, each with their own Lovecraftian or related association (many of these are prime numbers, but in this case, that is irrelevant). The patron chose the 13-sided version of the barrel frame construction. The skin for the drum was not discussed, simply for the reason that options other than goat skin were more difficult to obtain and there was a time frame placed on the order, as the drum was a gift for the patron’s partner. Once the basic elements were set, we chatted about how the drum would be played, given that the performance style and playing technique would heavily inform some of the construction decisions. We also briefly mulled over the desired tone/timbral qualities, and finally the decorative aspects that would wrap up the construction decisions being made, allowing me to move forward and realise the project in accordance with the commission parameters. Each of these aspects held multiple considerations, akin to architectural design (Vitruvius; Pelletier), based on a triad of materials to be used, functionality expected, and aesthetics valued by the maker, player, and (in this case) the commissioner. The decisions made are consequential to the final design holistically and are therefore important, but of greater concern for this discussion is what informed these decisions and why. Effectively, only six decisions were made; each one was or would have been influenced by magic, affecting almost all aspects of the construction in some manner. With regards to the first decision on wood type, the black walnut was chosen, but not for its density which would have slightly increased the drum’s sustain, its availability (abundant), or discouraged for the fact that black walnut is heavy, and therefore, depending on the primary performance technique expected, the wood may have repercussions due to its sheer weight. Instead, the decision was made based on the one fact that it was struck by lightning. This gave the now-owners a sense of magical injection into the wood, and therefore drum itself. The feeling expressed was that there existed a (great) possibility that the wood, being a primary magical element that represents a connection to the Earth, stability, and the specific properties of the black walnut (Teague), was enhanced by the lightning. Various wand makers suggest that a wood type may have powers it possesses or resonates (Maclir) or links to the magical lore associated with the wood (Beggetta, Gross, and Miller; Theodore). Here, the wood was merged with or infused with another magical element, lightning, sometimes considered representative of power, energy, or brightness/purity (Teague). Whether or not these qualities were something that the patron was seeking or simply a bonus is irrelevant; the fact that the tree had been struck with lightning translated to a specific decision based on magic-related traits valued by the commissioner. The number of sides was actually suggested by me; however, to be clear, the final decision was confirmed by the patron. I offered the 13-sided barrel frame construction as a consideration based on the fact that I already offered these as part of my regular frame drum options, inspired by Lovecraftian horror narratives that include references to the number thirteen, the most recurring being “the thirteen gates of the Necronomicon” found in cosmic horror stories (Levenda; Tyson 13-21, 385-402). To be clear, although Lovecraft, Paganism, and magic are more than simply aligned (Price), Lovecraftian horror often implies magical practice diegetically, but the reader typically discovers the perceived magical elements to be something supranatural rather than supernatural, thus magic becomes explainable science, at least exegetically (Littmann). The number 13 still has relevance in the stories, where it shows up, which is why I often used the number 13 in my drum designs. However, it was another association of a 13-sided drum that aligned with the interests of the patron. In Pagan calendars, there are thirteen full moons per year—the final one serving as the mark of harvest and the new year celebrated during Samhain (Wittington). Acoustically speaking, 13 sides change the drum’s timbre (as compared to a circular frame), slightly reducing the midrange, and increasing some higher-end frequencies, but the acoustics of the instrument were of seemingly lower importance than the magical associations the 13 sides provided. For a Wiccan or Pagan, this choice of a number of sides was one of two that probably would not be ignored (the other being a 5-sided option). Playing techniques expected to be used are often a primary consideration for making instruments in my personal experience, both during my time as a frame drum maker and during my internship with a drum builder in Germany as part of my PhD research. The playing techniques expected during creative/expressive performance definitely informed the construction of the drum, but magical expectations, meaning how the drum was expected to be played during magic-related practices, were also a consideration for the expected playing technique. Factors like playing with hands only, using a beater or stick only, a combination of the two, use of finger rolls, beater position (i.e. upright like a bodhran tipper, sideways like a shaman drum, or above like a trap set or pow-wow drum), and position of the drum itself (i.e. upright holding it from underneath, resting it on the player’s knee, held between the player’s legs while seated, or being held by handle) were discussed. How the drum is going to be played for a performance partially depends on the expectation of the drum’s function musically—is the player going to stand on stage, sit in a recording studio, or participate in a ritual, for instance. In this case, there was an expectation of all three, but given the nature of the commission, that being a patron commissioning the drum as a gift for her partner as a romantic and magic-based token of affection with added functionality, the magic-related expectation became the principal influence on her decisions. In the end, the patron opted to incorporate all the possibilities for performance techniques, giving her partner the most flexibility. This decision provided her partner with the capability to participate in ritual activities easily as well as giving him ergonomically sound means to perform (creatively) with the drum in a recording or live setting. The tonal qualities of the drum were already partially decided, but one other important point was also discussed: one influenced by magic considerations. The leading edge of the drum (where the rim of the frame interacts with the skin stretched over the top of it) has several possible ways to be designed. For my drums, I offered two options that can be considered what equates to more or less the two timbral extremes: a flat leading edge similar to a typical shaman drum or bodhran, or a timpani-style leading edge that has a curved, quarter-circular rounded edge with a very small ledge underneath that. The flat edge makes the drum respond with an even set of frequencies when struck in the centre of the skin and often has a shorter sustain to the sound produced in comparison to a drum with a rounded or pointed edge (Crosby). The timpani-style edge gives an emphasis on lower frequencies, often complementing those with a highlight of high frequencies (giving the aural illusion of fewer midrange tones) and adds a fairly long sustain to the sound created (Crosby). For a creative performance-only commission, the decision would be almost entirely timbral, but for this patron, a consideration of ritual practices and magical context came into play: the lower tone expected to be provided by the timpani leading edge, combined with the longer sustain aligned with the patron’s sensibilities of how the human body may respond to those tonal qualities. Furthermore, the sheer volume was taken into account, as the loudness perceived when playing a lower-pitched drum with a greater sustain can assist with awakening spirits or deities as seen by a practitioner of Paganism (Gustafson), thereby making the timpani leading edge the appropriate choice for the commissioned drum. Visual aspects of drum construction are often almost purely aesthetic. This, however, does not exclude them from being an integral part of the drum’s construction, and in fact, they may be the initial factor to which a player or audience member reacts when first interacting with the drum. The commissioned drum already holds some aesthetic distinction, given its shape and the material choices made. Beyond that, some other visual aspects were notably influenced by the drum's expected magical association. The black walnut being used had a greyish tint to it in an unfinished state, but the suggestion I made was to finish the wood, oiling the frame instead of staining it, giving it a more or less natural finish, but much darker in hue. As far as I can tell, that was entirely a personal taste choice and not based on anything magic-related, but the other visual choices, both decorative, were definitively inspired by Pagan or Wiccan beliefs. The outside of the frame was requested to be wood burned with designs that included various sigils and markings meaningful to the patron and her partner. The sigils have a direct relationship to magic, and it was/is expected that when the drum is played, the decorations would “speak to the universe,” emanating their messages through any given ritual or performance (akin to Tibetan lungta or wind horse flags; Adalakanzhu 13). The specific meaning of the sigils is being redacted on purpose due to the private nature of their meaning; let it suffice to say that they are simultaneously magical and romantic in nature, binding the couple in various ways. Parallel to the wood burning on the side and bottom of the drum was a design made from henna on the front of the skin. The design also presented sigil and sigil-like elements alongside magic or fantastical artwork serving as a sort of cultural flag that the instrument was not only an instrument of sound creation but also one of magical practice (see figure 3). Figure 3: Decoration on the front of the commissioned drum's skin Fig. 4: Wood-burning decorations on the bottom edge of the commissioned drum This commissioned drum is not the only example of relationships between an instrument’s construction and the belief system upheld by the maker, player, and/or audience of the music made with it. Another drum I made recently was for a graduate student who obtained his master’s degree from my current university: as a congratulations gift, I built a drum for him. Upon his request, the drum was 11-sided, which aligned with some of the student’s Buddhist beliefs and practices, and also incorporated all expected playing techniques into the construction, with mainly shamanic and meditative performances in mind (see figure 5). Fig. 5: 11-sided drum built for a graduate student who is also a practicing Buddhist Another example is a 5-sided drum I created for a professional musician performing in a Neo-medievalist band with very strong Gothic and Pagan influences and aesthetics. The shape of the drum was selected for both its timbral qualities and the relation to Lovecraft and the occult, specifically a pentagram reference being made indirectly and directly (in the form of a Necronomicon symbol emblazoned on the goat-skin head; see figure 6). Fig. 6: 5-sided drum in progress (finished in 2017) Fig. 7: A commissioned 5-sided, Lovecraft and magic-inspired drum. (Note: this is not the drum mentioned above, but a different commission with similar traits) Another 13-sided drum that was also commissioned to be a prize for a contest that was Pagan and Lovecraft-related, was also decorated with a large Necronomicon symbol and other rune and rune-like sigil images (see figure 8). Fig. 8: Lovecraft-inspired drum for competition prize Even the 7-sided drum I offered had a belief system inspiration: my aunt who wanted to learn to play the bodhran, and wanted a style that showed off her religious faith, commissioned a 7-sided drum as a Christian-based frame that was just as representative of beliefs as the magical or Lovecraftian-inspired frames. In all cases of barrel-style drum frames, especially those with an odd number of sides, the timbre is affected by the overall shape and ways in which the membrane vibrates, creating a series of interference patterns that often highlight some of the upper frequencies and dampen some of the midrange frequencies simultaneously (an enhancement of the bass comes from the leading edge of the drum, as mentioned above). The point to note here is that the number of sides does slightly have acoustic considerations, but more than the sound, the number of sides has strong semiotic and visual aesthetics (plus some ergonomic factors) that inject social and (sub)cultural values into the drums via their design, which is what makes the number of sides important. Fig. 9: 7-sided drum for a Christian patron Something to which I have already alluded is the notion that values upheld by the performers, makers, and audience of a community are entangled with both the music involved and the musical instruments played and their construction. Concepts of circles can represent reincarnation, protection, cycles of celestial bodies, or notions of regeneration, and translate to frame shape or ensemble performance configurations. Drum shapes as well as skin types can influence sonic qualities that in turn evoke magical properties or specific deities/demons. Beliefs can fuel trance-inducing rhythmic patterns played until an ecstatic state is achieved by the practitioner, which practically requires consideration for performance techniques employed, and therefore instrument design. Widening the lens that focusses on the relation between drum-building and magic practices, an undertaking of any creative or design endeavour comes to light in which a level of agency decides expected functionality, materials, and aesthetics. Examining how the makers, operators, and community members involved develop the network between themselves and what they produce can highlight the perception, value, and ways in which they incorporate the world around them physically and philosophically. Acknowledgment Unless otherwise noted, all photographs by the author. References Adalakanzhu, Ella. “The Wind Horse Flag.” Skipping Stones 14.1, (2002): 13. Beggetta, Albert, Barry Gross, and James Miller. Compendium of Wooden Wand Making Techniques. Fox Chapel, 2021. Blavatsky, H.P. Esoteric Papers: A Comprehensive Compilation of H.P. Blavatsky’s Esoteric Papers Compiled by Daniel H. Caldwell. Kessinger Publishing, 2005. Connor, William K. “Sound and Musical Instruments in Paganism.” Wyldspirit (Winter 2015-16): 32-35. Connor, William K. “Constructing the Sounds of Devils: Diabolical Interactions between Culture, History, and the Construction of the Czech Vozembouch.” Ziva Hudba (Folk Music) 8 (2017): 12-41. Connor, William K. Constructing Musical Associations through Instruments: The Role of the Instrument Maker in the Maker-Instrument-Player Network within the Neo-Medievalist Gothic Music Scene. Ph.D. dissertation. Royal Holloway University of London, 2011. Crosby, Andy (Guru Drums). Video conversation, 2017. Cupchik, Jeffery W. “Buddhism as Performing Art: Visualizing Music in the Tibetan Sacred Ritual Music Liturgies.” Yale Journal of Music and Religion 1.1 (2015): 31-62. Eason, Cassandra. A Practical Guide to Witchcraft and Magick Spells. Foulsham, 2001. Godwin, Joscelyn. Harmonies of Heaven and Earth: Mysticism in Music from Antiquity to the Avant-Garde. Inner Traditions, 1995. Gustafson, Katrina. How to Communicate with Your Ancestors. 2020. 2 Aug. 2023 <https://www.gaia.com/article/how-to-communicate-with-your-ancestors>. Kepler, Johannes. Harmonies of the World. Global Grey, 2017. Koudela, Pál, and Jinil Yoo. “Music and Musicians in Kut, the Korean Shamanic Ritual.” Revista de Etnografie şi Folclor (Journal of Ethnography and Folklore) 1.2 (2016): 87-106. Levenda, Peter (Simon). The Complete Simon Necronomicon. Harper-Collins, 1980. Lewis, James R. Witchcraft Today: An Encyclopedia of Wiccan and Neopagan Traditions. ABC-CLIO, 1999. Littmann, Greg. “H.P. Lovecraft’s Philosophy of Science-Fiction Horror.” 2018 Science Fiction Popular Culture Academic Conference Proceedings, Hawai'i, 13-16 Sep. 2018. Eds. Timothy F. Slater and Carrie J. Cole. Create Space Independent, 2018. 93-108. Maclir, Alferian Gwydion. Wandlore: The Art of Crafting the Ultimate Magical Tool. Llewellyn, 2012. O’Driscoll, Dana. Land Healing: Ritual for Putting the Land to Sleep. 2022. 2 Aug. 2023 <https://thedruidsgarden.com/2020/02/23/land-healing-ritual-for-putting-the-land-to-sleep/>. Okunola, Rashidi Akanji, and Matthais Olufemi Dada Ojo. “Zangbeto: The Traditional Way of Policing and Securing the Community among the Ogu (Egun) People in Badagry, Nigeria.” Etnoantropološki Problemi 8.1 (2016): 204. Olson, Ronald L. “Tlingit Shamanism and Sorcery.” Anthropological Society Papers 25 (1961): 207-220. Pelletier, Louise. Architecture in Words: Theatre, Language, and the Sensuous Space of Architecture. Routledge, 2006. Price, Robert M. Black Forbidden Things. Starmont House, 1992. Robbins, Shawn, and Leanna Greenaway. Wiccapedia: A Modern-Day White Witch’s Guide. Sterling Ethos, 2011. Sharpe, Eric J. “Music.” In Man, Myth, and Magic: The Illustrated Encyclopedia of Mythology, Religion, and the Unknown. Marshall Cavendish, 1995. Teague, Gypsey Elaine. The Witch’s Guide to Wands: A Complete Botanical, Magical, and Elemental Guide to Making, Choosing, and Using the Right Wand. Weiser Books, 2015. Theodore, K.P. Wandlore: A Guide for the Apprentice Wandmaker. Erebus Society, 2015. Tyson, Donald. 13 Gates of the Necronomicon: A Workbook of Magic. Llewellyn, 2010. Vitruvius. The Ten Books on Architecture. Harvard UP, 2006. Wittington, Patti. “Celtic Tree Months.” Learn Religions 2019. 2 Aug. 2023 <https://www.learnreligions.com/celtic-tree-months-2562403>. Wróblewski, Dominik. “Korean Shamanism – the Religion of Harmony in Contemporary Korea.” Acta Asiatica Varsoviensia 30 (2017).

Introduction This paper offers a survey of familiar popular music performers and songwriters who reference coffee in their work. It examines three areas of discourse: the psychoactive effects of caffeine, coffee and courtship rituals, and the politics of coffee consumption. I claim that coffee carries a cultural and musicological significance comparable to that of the chemical stimulants and consumer goods more readily associated with popular music. Songs about coffee may not be as potent as those featuring drugs and alcohol (Primack; Schapiro), or as common as those referencing commodities like clothes and cars (Englis; McCracken), but they do feature across a wide range of genres, some of which enjoy archetypal associations with this beverage. m.o.m.m.y. Needs c.o.f.f.e.e.: The Psychoactive Effect of Coffee The act of performing and listening to popular music involves psychological elements comparable to the overwhelming sensory experience of drug taking: altered perceptions, repetitive grooves, improvisation, self-expression, and psychological empathy—such as that between musician and audience (Curry). Most popular music genres are, as a result, culturally and sociologically identified with the consumption of at least one mind-altering substance (Lyttle; Primack; Schapiro). While the analysis of lyrics referring to this theme has hitherto focused on illegal drugs and alcoholic beverages (Cooper), coffee and its psychoactive ingredient caffeine have been almost entirely overlooked (Summer). The most recent study of drugs in popular music, for example, defined substance use as “tobacco, alcohol, marijuana, cocaine and other stimulants, heroin and other opiates, hallucinogens, inhalants, prescription drugs, over-the-counter drugs, and nonspecific substances” (Primack 172), thereby ignoring a chemical stimulant consumed by 90 per cent of adult Americans every day (Lovett). The wide availability of coffee and the comparatively mild effect of caffeine means that its consumption rarely causes harm. One researcher has described it as a ubiquitous and unobtrusive “generalised public activity […] ‘invisible’ to analysts seeking distinctive social events” (Cooper 92). Coffee may provide only a relatively mild “buzz”—but it is now accepted that caffeine is an addictive substance (Juliano) and, due to its universal legality, coffee is also the world’s most extensively traded and enthusiastically consumed psychoactive consumer product (Juliano 1). The musical genre of jazz has a longstanding relationship with marijuana and narcotics (Curry; Singer; Tolson; Winick). Unsurprisingly, given its Round Midnight connotations, jazz standards also celebrate the restorative impact of coffee. Exemplary compositions include Burke/Webster’s insomniac torch song Black Coffee, which provided hits for Sarah Vaughan (1949), Ella Fitzgerald (1953), and Peggy Lee (1960); and Frank Sinatra’s recordings of Hilliard/Dick’s The Coffee Song (1946, 1960), which satirised the coffee surplus in Brazil at a time when this nation enjoyed a near monopoly on production. Sinatra joked that this ubiquitous drink was that country’s only means of liquid refreshment, in a refrain that has since become a headline writer’s phrasal template: “There’s an Awful Lot of Coffee in Vietnam,” “An Awful Lot of Coffee in the Bin,” and “There’s an Awful Lot of Taxes in Brazil.” Ethnographer Aaron Fox has shown how country music gives expression to the lived social experience of blue-collar and agrarian workers (Real 29). Coffee’s role in energising working class America (Cooper) is featured in such recordings as Dolly Parton’s Nine To Five (1980), which describes her morning routine using a memorable “kitchen/cup of ambition” rhyme, and Don't Forget the Coffee Billy Joe (1973) by Tom T. Hall which laments the hardship of unemployment, hunger, cold, and lack of healthcare. Country music’s “tired truck driver” is the most enduring blue-collar trope celebrating coffee’s analeptic powers. Versions include Truck Drivin' Man by Buck Owens (1964), host of the country TV show Hee Haw and pioneer of the Bakersfield sound, and Driving My Life Away from pop-country crossover star Eddie Rabbitt (1980). Both feature characteristically gendered stereotypes of male truck drivers pushing on through the night with the help of a truck stop waitress who has fuelled them with caffeine. Johnny Cash’s A Cup of Coffee (1966), recorded at the nadir of his addiction to pills and alcohol, has an incoherent improvised lyric on this subject; while Jerry Reed even prescribed amphetamines to keep drivers awake in Caffein [sic], Nicotine, Benzedrine (And Wish Me Luck) (1980). Doye O’Dell’s Diesel Smoke, Dangerous Curves (1952) is the archetypal “truck drivin’ country” song and the most exciting track of its type. It subsequently became a hit for the doyen of the subgenre, Red Simpson (1966). An exhausted driver, having spent the night with a woman whose name he cannot now recall, is fighting fatigue and wrestling his hot-rod low-loader around hairpin mountain curves in an attempt to rendezvous with a pretty truck stop waitress. The song’s palpable energy comes from its frenetic guitar picking and the danger implicit in trailing a heavy load downhill while falling asleep at the wheel. Tommy Faile’s Phantom 309, a hit for Red Sovine (1967) that was later covered by Tom Waits (Big Joe and the Phantom 309, 1975), elevates the “tired truck driver” narrative to gothic literary form. Reflecting country music’s moral code of citizenship and its culture of performative storytelling (Fox, Real 23), it tells of a drenched and exhausted young hitchhiker picked up by Big Joe—the driver of a handsome eighteen-wheeler. On arriving at a truck stop, Joe drops the traveller off, giving him money for a restorative coffee. The diner falls silent as the hitchhiker orders up his “cup of mud”. Big Joe, it transpires, is a phantom trucker. After running off the road to avoid a school bus, his distinctive ghost rig now only reappears to rescue stranded travellers. Punk rock, a genre closely associated with recreational amphetamines (McNeil 76, 87), also features a number of caffeine-as-stimulant songs. Californian punk band, Descendents, identified caffeine as their drug of choice in two 1996 releases, Coffee Mug and Kids on Coffee. These songs describe chugging the drink with much the same relish and energy that others might pull at the neck of a beer bottle, and vividly compare the effects of the drug to the intense rush of speed. The host of “New Music News” (a segment of MTV’s 120 Minutes) references this correlation in 1986 while introducing the band’s video—in which they literally bounce off the walls: “You know, while everybody is cracking down on crack, what about that most respectable of toxic substances or stimulants, the good old cup of coffee? That is the preferred high, actually, of California’s own Descendents—it is also the subject of their brand new video” (“New Music News”). Descendents’s Sessions EP (1997) featured an overflowing cup of coffee on the sleeve, while punk’s caffeine-as-amphetamine trope is also promulgated by Hellbender (Caffeinated 1996), Lagwagon (Mr. Coffee 1997), and Regatta 69 (Addicted to Coffee 2005). Coffee in the Morning and Kisses in the Night: Coffee and Courtship Coffee as romantic metaphor in song corroborates the findings of early researchers who examined courtship rituals in popular music. Donald Horton’s 1957 study found that hit songs codified the socially constructed self-image and limited life expectations of young people during the 1950s by depicting conservative, idealised, and traditional relationship scenarios. He summarised these as initial courtship, honeymoon period, uncertainty, and parting (570-4). Eleven years after this landmark analysis, James Carey replicated Horton’s method. His results revealed that pop lyrics had become more realistic and less bound by convention during the 1960s. They incorporated a wider variety of discourse including the temporariness of romantic commitment, the importance of individual autonomy in relationships, more liberal attitudes, and increasingly unconventional courtship behaviours (725). Socially conservative coffee songs include Coffee in the Morning and Kisses in the Night by The Boswell Sisters (1933) in which the protagonist swears fidelity to her partner on condition that this desire is expressed strictly in the appropriate social context of marriage. It encapsulates the restrictions Horton identified on courtship discourse in popular song prior to the arrival of rock and roll. The Henderson/DeSylva/Brown composition You're the Cream in My Coffee, recorded by Annette Hanshaw (1928) and by Nat King Cole (1946), also celebrates the social ideal of monogamous devotion. The persistence of such idealised traditional themes continued into the 1960s. American pop singer Don Cherry had a hit with Then You Can Tell Me Goodbye (1962) that used coffee as a metaphor for undying and everlasting love. Otis Redding’s version of Butler/Thomas/Walker’s Cigarettes and Coffee (1966)—arguably soul music’s exemplary romantic coffee song—carries a similar message as a couple proclaim their devotion in a late night conversation over coffee. Like much of the Stax catalogue, Cigarettes and Coffee, has a distinctly “down home” feel and timbre. The lovers are simply content with each other; they don’t need “cream” or “sugar.” Horton found 1950s blues and R&B lyrics much more sexually explicit than pop songs (567). Dawson (1994) subsequently characterised black popular music as a distinct public sphere, and Squires (2002) argued that it displayed elements of what she defined as “enclave” and “counterpublic” traits. Lawson (2010) has argued that marginalised and/or subversive blues artists offered a form of countercultural resistance against prevailing social norms. Indeed, several blues and R&B coffee songs disregard established courtship ideals and associate the product with non-normative and even transgressive relationship circumstances—including infidelity, divorce, and domestic violence. Lightnin’ Hopkins’s Coffee Blues (1950) references child neglect and spousal abuse, while the narrative of Muddy Waters’s scorching Iodine in my Coffee (1952) tells of an attempted poisoning by his Waters’s partner. In 40 Cups of Coffee (1953) Ella Mae Morse is waiting for her husband to return home, fuelling her anger and anxiety with caffeine. This song does eventually comply with traditional courtship ideals: when her lover eventually returns home at five in the morning, he is greeted with a relieved kiss. In Keep That Coffee Hot (1955), Scatman Crothers supplies a counterpoint to Morse’s late-night-abandonment narrative, asking his partner to keep his favourite drink warm during his adulterous absence. Brook Benton’s Another Cup of Coffee (1964) expresses acute feelings of regret and loneliness after a failed relationship. More obliquely, in Coffee Blues (1966) Mississippi John Hurt sings affectionately about his favourite brand, a “lovin’ spoonful” of Maxwell House. In this, he bequeathed the moniker of folk-rock band The Lovin’ Spoonful, whose hits included Do You Believe in Magic (1965) and Summer in the City (1966). However, an alternative reading of Hurt’s lyric suggests that this particular phrase is a metaphorical device proclaiming the author’s sexual potency. Hurt’s “lovin’ spoonful” may actually be a portion of his seminal emission. In the 1950s, Horton identified country as particularly “doleful” (570), and coffee provides a common metaphor for failed romance in a genre dominated by “metanarratives of loss and desire” (Fox, Jukebox 54). Claude Gray’s I'll Have Another Cup of Coffee (Then I’ll Go) (1961) tells of a protagonist delivering child support payments according to his divorce lawyer’s instructions. The couple share late night coffee as their children sleep through the conversation. This song was subsequently recorded by seventeen-year-old Bob Marley (One Cup of Coffee, 1962) under the pseudonym Bobby Martell, a decade prior to his breakthrough as an international reggae star. Marley’s youngest son Damian has also performed the track while, interestingly in the context of this discussion, his older sibling Rohan co-founded Marley Coffee, an organic farm in the Jamaican Blue Mountains. Following Carey’s demonstration of mainstream pop’s increasingly realistic depiction of courtship behaviours during the 1960s, songwriters continued to draw on coffee as a metaphor for failed romance. In Carly Simon’s You’re So Vain (1972), she dreams of clouds in her coffee while contemplating an ostentatious ex-lover. Squeeze’s Black Coffee In Bed (1982) uses a coffee stain metaphor to describe the end of what appears to be yet another dead-end relationship for the protagonist. Sarah Harmer’s Coffee Stain (1998) expands on this device by reworking the familiar “lipstick on your collar” trope, while Sexsmith & Kerr’s duet Raindrops in my Coffee (2005) superimposes teardrops in coffee and raindrops on the pavement with compelling effect. Kate Bush’s Coffee Homeground (1978) provides the most extreme narrative of relationship breakdown: the true story of Cora Henrietta Crippin’s poisoning. Researchers who replicated Horton’s and Carey’s methodology in the late 1970s (Bridges; Denisoff) were surprised to find their results dominated by traditional courtship ideals. The new liberal values unearthed by Carey in the late 1960s simply failed to materialise in subsequent decades. In this context, it is interesting to observe how romantic coffee songs in contemporary soul and jazz continue to disavow the post-1960s trend towards realistic social narratives, adopting instead a conspicuously consumerist outlook accompanied by smooth musical timbres. This phenomenon possibly betrays the influence of contemporary coffee advertising. From the 1980s, television commercials have sought to establish coffee as a desirable high end product, enjoyed by bohemian lovers in a conspicuously up-market environment (Werder). All Saints’s Black Coffee (2000) and Lebrado’s Coffee (2006) identify strongly with the culture industry’s image of coffee as a luxurious beverage whose consumption signifies prominent social status. All Saints’s promotional video is set in a opulent location (although its visuals emphasise the lyric’s romantic disharmony), while Natalie Cole’s Coffee Time (2008) might have been itself written as a commercial. Busting Up a Starbucks: The Politics of Coffee Politics and coffee meet most palpably at the coffee shop. This conjunction has a well-documented history beginning with the establishment of coffee houses in Europe and the birth of the public sphere (Habermas; Love; Pincus). The first popular songs to reference coffee shops include Jaybird Coleman’s Coffee Grinder Blues (1930), which boasts of skills that precede the contemporary notion of a barista by four decades; and Let's Have Another Cup of Coffee (1932) from Irving Berlin’s depression-era musical Face The Music, where the protagonists decide to stay in a restaurant drinking coffee and eating pie until the economy improves. Coffee in a Cardboard Cup (1971) from the Broadway musical 70 Girls 70 is an unambiguous condemnation of consumerism, however, it was written, recorded and produced a generation before Starbucks’ aggressive expansion and rapid dominance of the coffee house market during the 1990s. The growth of this company caused significant criticism and protest against what seemed to be a ruthless homogenising force that sought to overwhelm local competition (Holt; Thomson). In response, Starbucks has sought to be defined as a more responsive and interactive brand that encourages “glocalisation” (de Larios; Thompson). Koller, however, has characterised glocalisation as the manipulative fabrication of an “imagined community”—whose heterogeneity is in fact maintained by the aesthetics and purchasing choices of consumers who make distinctive and conscious anti-brand statements (114). Neat Capitalism is a more useful concept here, one that intercedes between corporate ideology and postmodern cultural logic, where such notions as community relations and customer satisfaction are deliberately and perhaps somewhat cynically conflated with the goal of profit maximisation (Rojek). As the world’s largest chain of coffee houses with over 19,400 stores in March 2012 (Loxcel), Starbucks is an exemplar of this phenomenon. Their apparent commitment to environmental stewardship, community relations, and ethical sourcing is outlined in the company’s annual “Global Responsibility Report” (Vimac). It is also demonstrated in their engagement with charitable and environmental non-governmental organisations such as Fairtrade and Co-operative for Assistance and Relief Everywhere (CARE). By emphasising this, Starbucks are able to interpellate (that is, “call forth”, “summon”, or “hail” in Althusserian terms) those consumers who value environmental protection, social justice and ethical business practices (Rojek 117). Bob Dylan and Sheryl Crow provide interesting case studies of the persuasive cultural influence evoked by Neat Capitalism. Dylan’s 1962 song Talkin’ New York satirised his formative experiences as an impoverished performer in Greenwich Village’s coffee houses. In 1995, however, his decision to distribute the Bob Dylan: Live At The Gaslight 1962 CD exclusively via Starbucks generated significant media controversy. Prominent commentators expressed their disapproval (Wilson Harris) and HMV Canada withdrew Dylan’s product from their shelves (Lynskey). Despite this, the success of this and other projects resulted in the launch of Starbucks’s in-house record company, Hear Music, which released entirely new recordings from major artists such as Ray Charles, Paul McCartney, Joni Mitchell, Carly Simon and Elvis Costello—although the company has recently announced a restructuring of their involvement in this venture (O’Neil). Sheryl Crow disparaged her former life as a waitress in Coffee Shop (1995), a song recorded for her second album. “Yes, I was a waitress. I was a waitress not so long ago; then I won a Grammy” she affirmed in a YouTube clip of a live performance from the same year. More recently, however, Crow has become an avowed self-proclaimed “Starbucks groupie” (Tickle), releasing an Artist’s Choice (2003) compilation album exclusively via Hear Music and performing at the company’s 2010 Annual Shareholders’s Meeting. Songs voicing more unequivocal dissatisfaction with Starbucks’s particular variant of Neat Capitalism include Busting Up a Starbucks (Mike Doughty, 2005), and Starbucks Takes All My Money (KJ-52, 2008). The most successful of these is undoubtedly Ron Sexsmith’s Jazz at the Bookstore (2006). Sexsmith bemoans the irony of intense original blues artists such as Leadbelly being drowned out by the cacophony of coffee grinding machines while customers queue up to purchase expensive coffees whose names they can’t pronounce. In this, he juxtaposes the progressive patina of corporate culture against the circumstances of African-American labour conditions in the deep South, the shocking incongruity of which eventually cause the old bluesman to turn in his grave. Fredric Jameson may have good reason to lament the depthless a-historical pastiche of postmodern popular culture, but this is no “nostalgia film”: Sexsmith articulates an artfully framed set of subtle, sensitive, and carefully contextualised observations. Songs about coffee also intersect with politics via lyrics that play on the mid-brown colour of the beverage, by employing it as a metaphor for the sociological meta-narratives of acculturation and assimilation. First popularised in Israel Zangwill’s 1905 stage play, The Melting Pot, this term is more commonly associated with Americanisation rather than miscegenation in the United States—a nuanced distinction that British band Blue Mink failed to grasp with their memorable invocation of “coffee-coloured people” in Melting Pot (1969). Re-titled in the US as People Are Together (Mickey Murray, 1970) the song was considered too extreme for mainstream radio airplay (Thompson). Ike and Tina Turner’s Black Coffee (1972) provided a more accomplished articulation of coffee as a signifier of racial identity; first by associating it with the history of slavery and the post-Civil Rights discourse of African-American autonomy, then by celebrating its role as an energising force for African-American workers seeking economic self-determination. Anyone familiar with the re-casting of black popular music in an industry dominated by Caucasian interests and aesthetics (Cashmore; Garofalo) will be unsurprised to find British super-group Humble Pie’s (1973) version of this song more recognisable. Conclusion Coffee-flavoured popular songs celebrate the stimulant effects of caffeine, provide metaphors for courtship rituals, and offer critiques of Neat Capitalism. Harold Love and Guthrie Ramsey have each argued (from different perspectives) that the cultural micro-narratives of small social groups allow us to identify important “ethnographic truths” (Ramsey 22). Aesthetically satisfying and intellectually stimulating coffee songs are found where these micro-narratives intersect with the ethnographic truths of coffee culture. 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In 2014, telecommunications companies Ooredoo and Telenor introduced a 3G phone network to Myanmar, one of the last, great un-phoned territories of the world (“Mobile Mania”). Formerly accessible only to military and cultural elites, the smartphone was now available to virtually all. In 2020, just six years later, smartphones are commonplace, used by every class and walk of life. The introduction and mainstreaming of the smartphone in Myanmar coincided with the transition from military dictatorship to quasi democracy; from heavy censorship to relative liberalisation of culture and the media. This ongoing transition continues to be a painful one for many in Myanmar. The 3G network and smartphone ownership enable ordinary people to connect with one another and the Internet—or, more specifically, Facebook, which is ‘the Internet in Myanmar’ (Nyi Nyi Kyaw, “Facebooking in Myanmar” 1). However, the smartphone and what it enables has also been identified as a new instrument of control, with mass-texting campaigns and a toxic social media culture implicated in recent concerted violence against ethnic and minority religious groups such as the Muslim Rohingya. In this article, I consider the political and cultural conversations enabled by the smartphone in the period following its introduction. The smartphone can be read as an anomalous, hybrid, and foreign object, with connotations of fluidity and connection, all dangerous qualities in Myanmar, a conservative, former pariah state. Drawing from Sarah Ahmed’s article, “The Skin of Community: Affect and Boundary Formation” (2005), as well as recent scholarship on mixed race identification, I examine deeply held fears around ethnic belonging, cultural adeptness, and hybridity, arguing that these anxieties can be traced back to the early days of colonisation. During military rule, Myanmar’s people were underserved by their telecommunications network. Domestic landlines were rare. Phone calls were generally made from market stalls. SIM cards cost up to US$3000, out of reach of most. The lack of robust services was reflected by remarkably low connection rates; 2012 mobile connections numbered at a mere 5.4 million while fixed lines were just 0.6 million for a population of over 50 million people (Kyaw Myint, “Myanmar Country Report” 232). In 2013, the Norwegian telecommunications company Telenor and the Qatari company Ooredoo won licenses to establish network infrastructure for Myanmar. In August 2014, with network construction still underway, the two companies released SIM cards costing a mere 1500 kyats or US$1.50 each. At the time, 1500 kyats bought two plates of fried rice at a Yangon street food stall, making these SIM cards easily affordable. Chinese-manufactured handsets quickly became available (Fink 44). Suddenly, Myanmar was connected. By early 2019, there were 105 smart connections per 100 people in the country (Kyaw Myint, “Facebooking in Myanmar” 1). While this number doesn’t count multiple connections within a single household or the realities of unreliable network coverage in rural areas, the story of the smartphone in Myanmar would seem to be about democratisation and a new form of national unity. But after half a century of military rule, what did national unity mean? Myanmar’s full name is The Republic of the Union of Myanmar. Since independence in 1948 the country has been torn by internal civil wars as political factions and ethnic groups fought for sovereignty. What actually bound the Union of Myanmar together? And where might discussions of such painful and politically sensitive questions take place? Advertising as a Space for Crafting Conversations of National Identity In a report on Asian Advertising, Mila Chaplin of Mango Marketing, the agency charged with launching the Telenor brand in Myanmar, observes thatin many markets, brands talk about self-expression and invite consumers to get involved in co-creation … . In Myanmar what the consumers really need is some guidance on how to start crafting [national] …] identities. (4) Advertising has often been used as a means of retelling national stories and myths as well as a site for the collective imaginary to be visualised (Sawchuk 43). However, Myanmar was unlike other territories. Decades of heavy censorship and isolationist diplomatic policies, euphemistically named the “closed” period, left the country without a functional, independent national media. Television programming, including advertising, was regulated and national identity was an edict, not a shared conversation. With the advent of democratic reforms in 2011, ushering in a new “open” period, paid advertising campaigns in 2015 offered an in-between space on nationally broadcast television where it was possible to discuss questions of national identity from a perspective other than that of the government (Chaplin). Such conversations had to be conducted sensitively, given that the military were still the true national power. However, an advertising campaign that launched a new way to physically connect the country almost inevitably had to address questions of shared identity as well as clearly set out how the alien technology might shape the nation. To do so required addressing the country’s painful colonial past. The Hybrid in National Narratives of Myanmar In contemporary Myanmar, the smartphone is synonymous with military and government power (mobile Internet traffic in northern Rakhine state, for example, has been shut down since February 2020, ostensibly for security). Yet, when the phone was first introduced in 2014, it too was seen as a “foreign” object, one that had the potential to connect but also “instantiated ... a worldly sensibility that national borders and boundaries are potentially breached, and thus in need of protection from ‘others’” (Sawchuk 45). This fear of foreign influence coupled with the yearning for connection with the outside world is summed up by Ei Phyu Aung, editor of Myanmar’s weekly entertainment journal Sunday:it’s like dust coming in when you open the window. We can’t keep the window closed forever so we have to find a way to minimize the dust and maximize the sunlight. (Thin)Ei Phyu Aung wishes to enjoy the benefits of connecting with the world outside (sunlight) yet also fears cultural pollution (dust) linked with exploitation, an anxiety that reflects Myanmar’s approach to belonging and citizenship, shaped by its colonial history. Myanmar, formerly known as Burma, was colonised in stages. Upper Burma was annexed by British forces in 1886, completing a process of colonisation begun with the first Anglo-Burmese wars of 1823. The royal family was exiled from the pre-colonial capital at Mandalay and the new colony ruled as a province of India. Indian migration, particularly to Rangoon, was encouraged and these highly visible, economic migrants became the symbol of colonialism, of foreign exploitation. A deep mistrust of foreign influence, based on the experiences of colonialism, continued to shape the nation decades after independence. The 1962 military coup was followed by the expulsion of “foreigners” in 1964 as the country pursued a policy of isolation. In 1982, the government introduced a new citizenship law “driven as much by a political campaign to exclude the ‘alien’ from the country as to define the ‘citizen’” (Transnational Institute 10). This law only recognises ethnicities who can prove their presence prior to 1824, the year British forces first annexed lower Burma. As a consequence of the 1982 laws, groups such as the Rohingya are considered “Bengali migrants” and those descended from Chinese and Indian diasporas are excluded from full citizenship. In 1989, the ruling State Law and Order Council (SLORC) changed the country’s name to Myanmar and the anglicised Rangoon to Yangon. Thus the story of Burma/Myanmar since independence is of a nation that continues to be traumatised by colonisation. Given the mistrust of the foreign, how then might an anomalous hybrid object like the smartphone be received? Smartphone Advertising and National Narratives Television advertising is well suited to creating a sense of national identity; commercials are usually broadcast repeatedly. As Sarah Ahmed argues, it is through “the repetition of norms” that “boundary, fixity and surface of ‘social forms’ such as the ‘nation’ are produced” (Cultural Politics of Emotion 12). In her article, “The Skin of Community”, Ahmed describes these boundaries as a kind of “skin”, where difference is recognised through affective responses, such as disgust or delight. These responses and their associated meanings delineate a kind of belonging through shared experience, akin to shared identity—a shared skin. Telenor’s first advertisement in this space, Breakfast, draws from the metaphor of skin as boundary, connecting a family meal with cultural myths and social history. Breakfast was developed by Mango Marketing Services in 2014 and Telenor launched its initial television campaign in 2015, consisting of several advertisements brought to market in the period between 2014 and 2016 (Hicks, Mumbrella). The commercial runs for 60 seconds, a relatively expensive long format typical of a broadly-disseminated launch where the advertiser aims to introduce something new to the public and subsequently, build market share. Opening with images of Yangon, the country’s commercial centre, Breakfast tells the story of May, a newlywed, and the first time she cooks for her in-laws. May’s mother-in-law requests a famous breakfast dish, nanjithoke, typical of Mandalay, where May is from. But May does not know how to cook the dish and blunders around the kitchen as her in-laws wait. Sensing her distress, her husband suggests that she use his smartphone to call her mother in Mandalay and get the recipe. May’s dish is approved by her in-laws as tasty and authentic. In Breakfast, the phone is used as if it were a landline, its mobility not wholly relevant. The locations of both parties, May and her mother, are fixed and predictable and the phone in both instances is closely associated with connecting homes and more significantly, two important cities, Yangon and Mandalay. The advertisement presents the smartphone as solving the systemic problem of unreliable telecommunication in Myanmar as well as its lack of access; there is a final message reassuring the user that calls are affordable. That the smartphone is shown as part of everyday life presents it as a force for stability, a service that locates and connects fixed places. This in itself represented a profound shift for most people, in light of the fact that such communication was not possible during the “closed” period. Thus, this foreign, hybrid object enables what was not previously possible.While the benefits of the smartphone and network may be clear, the subtext of the advertisement nonetheless points to fears of foreign influence and the dangers of introducing an alien object into everyday life. To mitigate these concerns, May is presented in the traditional htamein or longyi and aingi, a long wrap skirt and fitted blouse with sleeves that end on the forearm, rather than western jeans and a t-shirt—both types of clothing are commonly worn in Yangon. Her hair is pulled back and pinned up, her makeup is subtle. She inhabits domestic space and does not have her own smartphone. In fact, it does not even occur to her to call her mother for the nanjithoke recipe, which is slightly surprising given her mother has a smartphone and knows how to use it, indicating that she has probably had it for some time. This subtext reflects conservative power structures in which elder generations pass knowledge down to new generations. The choice to connect Yangon and Mandalay through the local noodle dish is also significant. Breakfast makes manifest historic meanings associated with “place” a mapping of the “hidden” and “already given cultural order” (Mazzarella 24-25). As discussed earlier, Yangon was the colonial capital, known as an Indian city, but Mandalay as the pre-colonial capital remains a seat of cultural sophistication, where the highest form of the Myanmar language is spoken. The choice to connect Myanmar with the phone, as foreign object and bearer of anomaly, should be read as a repudiation of its bordered past, when foreigners (or kalaa, a derogatory term), including European ambassadors, were kept separate from the royal family by walls and a moat. The commercial, too, strongly evokes a shared skin of community through the evocation of the senses, from Yangon’s heat to the anticipation of a tasty and authentic meal, as well as through the visualisation of kinship and inheritance. In one extremely slow dissolve, May and her mother share the screen simultaneously, compressed in space as well as time. It is as if their skin of kinship is stretched before us. As the viewer’s eye passes from left to right across the screen, May’s present, past, and future is visible. She too will become the mother, at the other end the phone, offering advice to her daughter. There is suggestion of a continuum, of an “immemorial past” (Anderson 12), part of a national narrative that connects to pre-colonial Mandalay and the cultural systems that precede it, to the modern city of Yangon, still the commercial of contemporary Myanmar.At first glance, Breakfast seems to position the phone as an object that will enable Myanmar to stay Myanmarese through the strengthening of family connections. The commercial also strives to allay fears of the phone as a source of cultural pollution or exploitation by demonstrating its adoption among the older generation and inserting it into a fantasy of an uninterrupted culture, harking back to pre-colonial Burma. Yet, while the phone is represented in anodyne terms, it is only because it is an anomalous and hybrid object that such connections are possible. Furthermore, the smartphone in this representation also enables a connection between pre-colonial Mandalay to contemporary Yangon, breaching painful associations with both annexation and colonisation. In contrast to the advertisement Breakfast, Telenor’s information video, Why we should use SIM slot 1, does not attempt to disassociate the smartphone with foreignness. Instead, it capitalises on the smartphone as a hybrid object whose benefit is that it can be adapted to specific needs, including faster Internet speeds to enable connection to external video channel, such as YouTube.The video features young women dressed in foreign jeans and short-sleeved tops, wearing Western-style make-up, including sparkly nail polish. Both women appear to own their smartphones, and one is technically adept, delivering the complex information about which slot to use to facilitate the fastest Internet connection. Neither has difficulty with negotiating the complicated ports beneath the back cover of their smartphone to make the necessary change. They are happy to alter their phones to suit their own needs. These women are perhaps more closely in line with other markets, where the younger generation “do not expect to follow their parents’ practice” (Horst and Miller 9). This is in direct contrast to Breakfast, where May’s middle-aged mother has adopted the phone and, in keeping with conservative power structures, is already well-versed in its uses and capabilities. While this video was never intended to be seen by the audience for Breakfast, there remain parallels in the way the smartphone enables a connection within the control of its user: like May’s mother, both women in Breakfast are able to control or mitigate the foreign material through the manipulation of their device, moving from 2G to H+. They can opt in or out of the H+ network.This article has explored discussions of national identity prompted by the introduction of the smartphone to Myanmar during a moment of unprecedented political change. Breakfast, the advertisement that launched the smartphone into the country, offered a space in which the people of Myanmar were able to address questions of national identity and gently probe the discomfort of the colonial past. The communication video Why we should use SIM slot 1 reflects Myanmar’s burgeoning sense of connection with the region and presents the smartphone as customisable. The smartphone in advertising is thus positioned as a means for connecting the generations and continuing the immemorial past of the Burmese nation into the future, as well as a hybrid object capable of linking the country to the outside world. Further directions for this enquiry might consider how the discussion of Myanmar’s national identity continues to be addressed and exploited through advertising in Myanmar, and how the smartphone’s hybridity is used to counteract established national narratives in other spaces.References Adas, Michael. The Burma Delta 1852-1941. Madison: U of Wisconsin P, 2011.Anderson, Benedict. Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso, 1983. Ahmed, Sara. Cultural Politics of Emotion. Edinburgh: Edinburgh UP, 2014.———. “The Skin of Community: Affect and Boundary Formation.” Revolt, Affect, Collectivity: The Unstable Boundaries of Kristeva’s Polis. Eds. Tina Chanter and Ewa Płonowska Ziarek. Albany: State U of New York, 2005. 95-111. 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Introduction Darkness is often characterised as something that warrants heightened caution and scrutiny – signifying increased danger and risk. Within settler-colonial settings such as Australia, cautionary and negative connotations of darkness are projected upon Black people and their bodies, forming part of continuing colonial regimes of power (Moreton-Robinson). Negative stereotypes of “dark” continues to racialise all Indigenous peoples. In Australia, Indigenous peoples are both Indigenous and Black regardless of skin colour, and this plays out in a range of ways, some of which will be highlighted within this article. This article demonstrates that for Indigenous peoples, associations of fear and danger are built into the structural mechanisms that shape and maintain colonial understandings of Indigenous peoples and their bodies. It is this embodied form of darkness, and its negative connotations, and responses that we explore further. Figure 1: Megan Cope’s ‘I’m not afraid of the Dark’ t-shirt (Fredericks and Heemsbergen 2021) Responding to the anxieties and fears of settlers that often surround Indigenous peoples, Quandamooka artist and member of the art collective ProppaNow, Megan Cope, has produced a range of t-shirts, one of which declares “I’m not afraid of the Dark” (fig. 1). The wording ‘reflects White Australia’s fear of blackness’ (Dark + Dangerous). Exploring race relations through the theme of “darkness”, we begin by discussing how negative connotations of darkness are represented through everyday lexicons and how efforts to shift prejudicial and racist language are often met with defensiveness and resistance. We then consider how fears towards the dark translate into everyday practices, reinforced by media representations. The article considers how stereotype, conjecture, and prejudice is inflicted upon Indigenous people and reflects white settler fears and anxieties, rooting colonialism in everyday language, action, and norms. The Language of Fear Indigenous people and others with dark skin tones are often presented as having a proclivity towards threatening, aggressive, deceitful, and negative behaviours. This works to inform how Indigenous peoples are “known” and responded to by hegemonic (predominantly white) populations. Negative connotations of Indigenous people are a means of reinforcing and legitimising the falsity that European knowledge systems, norms, and social structures are superior whilst denying the contextual colonial circumstances that have led to white dominance. In Australia, such denial corresponds to the refusal to engage with the unceded sovereignty of Aboriginal peoples or acknowledge Indigenous resistance. Language is integral to the ways in which dominant populations come to “know” and present the so-called “Other”. Such language is reflected in digital media, which both produce and maintain white anxieties towards race and ethnicity. When part of mainstream vernacular, racialised language – and the value judgments associated with it – often remains in what Moreton-Robinson describes as “invisible regimes of power” (75). Everyday social structures, actions, and habits of thought veil oppressive and discriminatory attitudes that exist under the guise of “normality”. Colonisation and the dominance of Eurocentric ways of knowing, being, and doing has fixated itself on creating a normality that associates Indigeneity and darkness with negative and threatening connotations. In doing so, it reinforces power balances that presents an image of white superiority built on the invalidation of Indigeneity and Blackness. White fears and anxieties towards race made explicit through social and digital media are also manifest via subtle but equally pervasive everyday action (Carlson and Frazer; Matamoros-Fernández). Confronting and negotiating such fears becomes a daily reality for many Indigenous people. During the height of the 2020 Black Lives Matter protests in the United States, which extended to Australia and were linked to deaths in custody and police violence, African American poet Saul Williams reminded his followers of the power of language in constructing racialised fears (saulwilliams). In an Instagram post, Williams draws back the veil of an uncontested normality to ask that we take personal responsibility over the words we use. He writes: here’s a tip: Take the words DARK or BLACK in connection to bad, evil, ominous or scary events out of your vocabulary. We learn the stock market crashed on Black Monday, we read headlines that purport “Dark Days Ahead”. There’s “dark” or “black” humour which implies an undertone of evil, and then there are people like me who grow up with dark skin having to make sense of the English/American lexicon and its history of “fair complexions” – where “fair” can mean “light; blond.” OR “in accordance with rules or standards; legitimate.” We may not be fully responsible for the duplicitous evolution of language and subtle morphing of inherited beliefs into description yet we are in full command of the words we choose even as they reveal the questions we’ve left unasked. Like the work of Moreton-Robinson and other scholars, Williams implores his followers to take a reflexive position to consider the questions often left unasked. In doing so, he calls for the transcendence of anonymity and engagement with the realities of colonisation – no matter how ugly, confronting, and complicit one may be in its continuation. In the Australian context this means confronting how terms such as “dark”, “darkie”, or “darky” were historically used as derogatory and offensive slurs for Aboriginal peoples. Such language continues to be used today and can be found in the comment sections of social media, online news platforms, and other online forums (Carlson “Love and Hate”). Taking the move to execute personal accountability can be difficult. It can destabilise and reframe the ways in which we understand and interact with the world (Rose 22). For some, however, exposing racism and seemingly mundane aspects of society is taken as a personal attack which is often met with reactionary responses where one remains closed to new insights (Whittaker). This feeds into fears and anxieties pertaining to the perceived loss of power. These fears and anxieties continue to surface through conversations and calls for action on issues such as changing the date of Australia Day, the racialised reporting of news (McQuire), removing of plaques and statues known to be racist, and requests to change placenames and the names of products. For example, in 2020, Australian cheese producer Saputo Dairy Australia changed the name of it is popular brand “Coon” to “Cheer Tasty”. The decision followed a lengthy campaign led by Dr Stephen Hagan who called for the rebranding based on the Coon brand having racist connotations (ABC). The term has its racist origins in the United States and has long been used as a slur against people with dark skin, liking them to racoons and their tendency to steal and deceive. The term “Coon” is used in Australia by settlers as a racist term for referring to Aboriginal peoples. Claims that the name change is example of political correctness gone astray fail to acknowledge and empathise with the lived experience of being treated as if one is dirty, lazy, deceitful, or untrustworthy. Other brand names have also historically utilised racist wording along with imagery in their advertising (Conor). Pear’s soap for example is well-known for its historical use of racist words and imagery to legitimise white rule over Indigenous colonies, including in Australia (Jackson). Like most racial epithets, the power of language lies in how the words reflect and translate into actions that dehumanise others. The words we use matter. The everyday “ordinary” world, including online, is deeply politicised (Carlson and Frazer “They Got Filters”) and comes to reflect attitudes and power imbalances that encourage white people to internalise the falsity that they are superior and should have control over Black people (Conor). Decisions to make social change, such as that made by Saputo Dairy Australia, can manifest into further white anxieties via their ability to force the confrontation of the circumstances that continue to contribute to one’s own prosperity. In other words, to unveil the realities of colonialism and ask the questions that are too often left in the dark. Lived Experiences of Darkness Colonial anxieties and fears are driven by the fact that Black populations in many areas of the world are often characterised as criminals, perpetrators, threats, or nuisances, but are rarely seen as victims. In Australia, the repeated lack of police response and receptivity to concerns of Indigenous peoples expressed during the Black Lives Matter campaign saw tens of thousands of people take to the streets to protest. Protestors at the same time called for the end of police brutality towards Indigenous peoples and for an end to Indigenous deaths in custody. The protests were backed by a heavy online presence that sought to mobilise people in hope of lifting the veil that shrouds issues relating to systemic racism. There have been over 450 Aboriginal and Torres Strait Islander people to die in custody since the end of the Royal Commission into Aboriginal Deaths in Custody in 1991 (The Guardian). The tragedy of the Indigenous experience gains little attention internationally. The negative implications of being the object of white fear and anxiety are felt by Indigenous and other Black communities daily. The “safety signals” (Daniella Emanuel) adopted by white peoples in response to often irrational perceptions of threat signify how Indigenous and other Black peoples and communities are seen and valued by the hegemony. Memes played out in social media depicting “Karens” – a term that corresponds to caricaturised white women (but equally applicable to men) who exhibit behaviours of entitlement – have increasing been used in media to expose the prevalence of irrational racial fears (also see Wong). Police are commonly called on Indigenous people and other Black people for simply being within spaces such as shopping malls, street corners, parks, or other spaces in which they are considered not to belong (Mohdin). Digital media are also commonly envisioned as a space that is not natural or normal for Indigenous peoples, a notion that maintains narratives of so-called Indigenous primitivity (Carlson and Frazer). Media connotations of darkness as threatening are associated with, and strategically manipulated by, the images that accompany stories about Indigenous peoples and other Black peoples. Digital technologies play significant roles in producing and disseminating the images shown in the media. Moreover, they have a “role in mediating and amplifying old and new forms of abuse, hate, and discrimination” (Matamoros-Fernández and Farkas). Daniels demonstrates how social media sites can be spaces “where race and racism play out in interesting, sometimes disturbing, ways” (702), shaping ongoing colonial fears and anxieties over Black peoples. Prominent footballer Adam Goodes, for example, faced a string of attacks after he publicly condemned racism when he was called an “Ape” by a spectator during a game celebrating Indigenous contributions to the sport (Coram and Hallinan). This was followed by a barrage of personal attacks, criticisms, and booing that spread over the remaining years of his football career. When Goodes performed a traditional war dance as a form of celebration during a game in 2015, many turned to social media to express their outrage over his “confrontational” and “aggressive” behaviour (Robinson). Goodes’s affirmation of his Indigeneity was seen by many as a threat to their own positionality and white sensibility. Social media were therefore used as a mechanism to control settler narratives and maintain colonial power structures by framing the conversation through a white lens (Carlson and Frazer “They Got Filters”). Indigenous peoples in other highly visible fields have faced similar backlash. In 1993, Elaine George was the first Aboriginal person to feature on the cover of Vogue magazine, a decision considered “risky” at the time (Singer). The editor of Vogue later revealed that the cover was criticised by some who believed George’s skin tone was made to appear lighter than it actually was and that it had been digitally altered. The failure to accept a lighter skin colour as “Aboriginal” exposes a neglect to accept ethnicity and Blackness in all its diversity (Carlson and Frazer “They Got Filters”; Carlson “Love and Hate”). Where Adam Goodes was criticised for his overt expression of Blackness, George was critisised for not being “black enough”. It was not until seventeen years later that another Aboriginal model, Samantha Harris, was featured on the cover of Vogue (Marks). While George inspired and pathed the way for those to come, Harris experienced similar discrimination within the industry and amongst the public (Carson and Ky). Singer Jessica Mauboy (in Hornery) also explains how her identity was managed by others. She recalls, I was pretty young when I first received recognition, and for years I felt as though I couldn't show my true identity. What I was saying in public was very dictated by other people who could not handle my sense of culture and identity. They felt they had to take it off my hands. Mauboy’s experience not only demonstrates how Blackness continues to be seen as something to “handle”, but also how power imbalances play out. Scholar Chelsea Watego offers numerous examples of how this occurs in different ways and arenas, for example through relationships between people and within workplaces. Bargallie’s scholarly work also provides an understanding of how Indigenous people experience racism within the Australian public service, and how it is maintained through the structures and systems of power. The media often represents communities with large Indigenous populations as being separatist and not contributing to wider society and problematic (McQuire). Violence, and the threat of violence, is often presented in media as being normalised. Recently there have been calls for an increased police presence in Alice Springs, NT, and other remotes communities due to ongoing threats of “tribal payback” and acts of “lawlessness” (Sky News Australia; Hildebrand). Goldberg uses the phrase “Super/Vision” to describe the ways that Black men and women in Black neighbourhoods are continuously and erroneously supervised and surveilled by police using apparatus such as helicopters and floodlights. Simone Browne demonstrates how contemporary surveillance practices are rooted in anti-black domination and are operationalised through a white gaze. Browne uses the term “racializing surveillance” to describe a ”technology of social control where surveillance practices, policies, and performances concern the production of norms pertaining to race and exercise a ‘power to define what is in or out of place’” (16). The outcome is often discriminatory treatment to those negatively racialised by such surveillance. Narratives that associate Indigenous peoples with darkness and danger fuel colonial fears and uphold the invisible regimes of power by instilling the perception that acts of surveillance and the restrictions imposed on Indigenous peoples’ autonomy are not only necessary but justified. Such myths fail to contextualise the historic colonial factors that drive segregation and enable a forgetting that negates personal accountability and complicity in maintaining colonial power imbalances (Riggs and Augoustinos). Inayatullah and Blaney (165) write that the “myth we construct calls attention to a darker, tragic side of our ethical engagement: the role of colonialism in constituting us as modern actors.” They call for personal accountability whereby one confronts the notion that we are both products and producers of a modernity rooted in a colonialism that maintains the misguided notion of white supremacy (Wolfe; Mignolo; Moreton-Robinson). When Indigenous and other Black peoples enter spaces that white populations don’t traditionally associate as being “natural” or “fitting” for them (whether residential, social, educational, a workplace, online, or otherwise), alienation, discrimination, and criminalisation often occurs (Bargallie; Mohdin; Linhares). Structural barriers are erected, prohibiting career or social advancement while making the space feel unwelcoming (Fredericks; Bargallie). In workplaces, Indigenous employees become the subject of hyper-surveillance through the supervision process (Bargallie), continuing to make them difficult work environments. This is despite businesses and organisations seeking to increase their Indigenous staff numbers, expressing their need to change, and implementing cultural competency training (Fredericks and Bargallie). As Barnwell correctly highlights, confronting white fears and anxieties must be the responsibility of white peoples. When feelings of shock or discomfort arise when in the company of Indigenous peoples, one must reflexively engage with the reasons behind this “fear of the dark” and consider that perhaps it is they who are self-segregating. Mohdin suggests that spaces highly populated by Black peoples are best thought of not as “black spaces” or “black communities”, but rather spaces where white peoples do not want to be. They stand as reminders of a failed colonial regime that sought to deny and dehumanise Indigenous peoples and cultures, as well as the continuation of Black resistance and sovereignty. Conclusion In working towards improving relationships between Black and white populations, the truths of colonisation, and its continuing pervasiveness in local and global settings must first be confronted. In this article we have discussed the association of darkness with instinctual fears and negative responses to the unknown. White populations need to reflexively engage and critique how they think, act, present, address racism, and respond to Indigenous peoples (Bargallie; Moreton-Robinson; Whittaker), cultivating a “decolonising consciousness” (Bradfield) to develop new habits of thinking and relating. To overcome fears of the dark, we must confront that which remains unknown, and the questions left unasked. This means exposing racism and power imbalances, developing meaningful relationships with Indigenous peoples, addressing structural change, and implementing alternative ways of knowing and doing. Only then may we begin to embody Megan Cope’s message, “I’m not afraid of the Dark”. Acknowledgements We thank Dr Debbie Bargallie for her feedback on our article, which strengthened the work. References ABC News. 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