Artykuły w czasopismach na temat „Loro (Motion picture)”

ABSTRACT In the latter half of 1930, Bernard Shaw published a revision of the preface to Mrs Warren’s Profession, including a postscript that was an abridged version of a letter of his that had appeared in The Times on 17 February 1930. Both the letter and postscript concern the refusal by the British Board of Film Censors (BBFC) to license a public showing of a motion picture, The Night Patrol, chiefly because one of its principal subjects, like that of Mrs Warren’s Profession, which the Lord Chamberlain had censored for the stage for the same reason in 1898, was prostitution. Only at the end of his letter, does Shaw identify her name: “Miss Baxter.” While some information about Violet Elizabeth (Betty) Baxter (1901–1972) has surfaced since then, this extended footnote to Shaw’s letter and postscript provides more.

Nowadays considering the advancement of text-to-image frameworks (for example, Stable Diffusion [22]) and associated customizing approaches like DreamBooth [24] and LoRA [13], anybody may express their ideas into images of excellent quality at affordable rates. As a result, picture animations approaches that blend created static images with motion dynamics are in high demand. On this paper, we provide a realistic framework for animating most current personalized text-to-image models for good after everything, therefore saving valuable time on model-specific tweaking. The suggested framework's central idea is to inject a dynamically initialized motion modeling modules into an existing frozen text-to-image model and training it using video clips to extract realistic motion priorities. Once trained, all personalized versions that utilize the same basic T2I quickly transform into text-driven models which generate different and personalized animated visuals by just injecting the aforementioned motion modeling module. We test numerous public indicative personalized text-to-image models on animated images and realistic images, and show how our proposed framework helps these frameworks generate temporally smooth animation clips whereas conserving the domain as well as different perspectives of their outputs. The code and pre-trained weights are going to be made public on our project website.

Nowadays considering the advancement of text-to-image frameworks (for example, Stable Diffusion [22]) and associated customizing approaches like DreamBooth [24] and LoRA [13], anybody may express their ideas into images of excellent quality at affordable rates. As a result, picture animations approaches that blend created static images with motion dynamics are in high demand. On this paper, we provide a realistic framework for animating most current personalized text-to-image models for good after everything, therefore saving valuable time on model-specific tweaking. The suggested framework's central idea is to inject a dynamically initialized motion modeling modules into an existing frozen text-to-image model and training it using video clips to extract realistic motion priorities. Once trained, all personalized versions that utilize the same basic T2I quickly transform into text-driven models which generate different and personalized animated visuals by just injecting the aforementioned motion modeling module. We test numerous public indicative personalized text-to-image models on animated images and realistic images, and show how our proposed framework helps these frameworks generate temporally smooth animation clips whereas conserving the domain as well as different perspectives of their outputs. The code and pre-trained weights are going to be made public on our project website.

From elephants to ABBA fans, silicon to hormone, the following discussion uses a new research method to look at printed text, motion pictures and a teenage rebel icon. If by ‘print’ we mean a mechanically reproduced impression of a cultural symbol in a medium, then printing has been with us since before microdot security prints were painted onto cars, before voice prints, laser prints, network servers, record pressings, motion picture prints, photo prints, colour woodblock prints, before books, textile prints, and footprints. If we accept that higher mammals such as elephants have a learnt culture, then it is possible to extend a definition of printing beyond Homo sapiens. Poole reports that elephants mechanically trumpet reproductions of human car horns into the air surrounding their society. If nothing else, this cross-species, cross-cultural reproduction, this ‘ability to mimic’ is ‘another sign of their intelligence’. Observation of child development suggests that the first significant meaningful ‘impression’ made on the human mind is that of the face of the child’s nurturer – usually its mother. The baby’s mind forms an ‘impression’, a mental print, a reproducible memory data set, of the nurturer’s face, voice, smell, touch, etc. That face is itself a cultural construct: hair style, makeup, piercings, tattoos, ornaments, nutrition-influenced skin and smell, perfume, temperature and voice. A mentally reproducible pattern of a unique face is formed in the mind, and we use that pattern to distinguish ‘familiar and strange’ in our expanding social orbit. The social relations of patterned memory – of imprinting – determine the extent to which we explore our world (armed with research aids such as text print) or whether we turn to violence or self-harm (Bretherton). While our cultural artifacts (such as vellum maps or networked voice message servers) bravely extend our significant patterns into the social world and the traversed environment, it is useful to remember that such artifacts, including print, are themselves understood by our original pattern-reproduction and impression system – the human mind, developed in childhood. The ‘print’ is brought to mind differently in different discourses. For a reader, a ‘print’ is a book, a memo or a broadsheet, whether it is the Indian Buddhist Sanskrit texts ordered to be printed in 593 AD by the Chinese emperor Sui Wen-ti (Silk Road) or the US Defense Department memo authorizing lower ranks to torture the prisoners taken by the Bush administration (Sanchez, cited in ABC). Other fields see prints differently. For a musician, a ‘print’ may be the sheet music which spread classical and popular music around the world; it may be a ‘record’ (as in a ‘recording’ session), where sound is impressed to wax, vinyl, charged silicon particles, or the alloys (Smith, “Elpida”) of an mp3 file. For the fine artist, a ‘print’ may be any mechanically reproduced two-dimensional (or embossed) impression of a significant image in media from paper to metal, textile to ceramics. ‘Print’ embraces the Japanese Ukiyo-e colour prints of Utamaro, the company logos that wink from credit card holographs, the early photographs of Talbot, and the textured patterns printed into neolithic ceramics. Computer hardware engineers print computational circuits. Homicide detectives investigate both sweaty finger prints and the repeated, mechanical gaits of suspects, which are imprinted into the earthy medium of a crime scene. For film makers, the ‘print’ may refer to a photochemical polyester reproduction of a motion picture artifact (the reel of ‘celluloid’), or a DVD laser disc impression of the same film. Textualist discourse has borrowed the word ‘print’ to mean ‘text’, so ‘print’ may also refer to the text elements within the vision track of a motion picture: the film’s opening titles, or texts photographed inside the motion picture story such as the sword-cut ‘Z’ in Zorro (Niblo). Before the invention of writing, the main mechanically reproduced impression of a cultural symbol in a medium was the humble footprint in the sand. The footprints of tribes – and neighbouring animals – cut tracks in the vegetation and the soil. Printed tracks led towards food, water, shelter, enemies and friends. Having learnt to pattern certain faces into their mental world, children grew older and were educated in the footprints of family and clan, enemies and food. The continuous impression of significant foot traffic in the medium of the earth produced the lines between significant nodes of prewriting and pre-wheeled cultures. These tracks were married to audio tracks, such as the song lines of the Australian Aborigines, or the ballads of tramping culture everywhere. A typical tramping song has the line, ‘There’s a track winding back to an old-fashion shack along the road to Gundagai,’ (O’Hagan), although this colonial-style song was actually written for radio and became an international hit on the airwaves, rather than the tramping trails. The printed tracks impressed by these cultural flows are highly contested and diverse, and their foot prints are woven into our very language. The names for printed tracks have entered our shared memory from the intersection of many cultures: ‘Track’ is a Germanic word entering English usage comparatively late (1470) and now used mainly in audio visual cultural reproduction, as in ‘soundtrack’. ‘Trek’ is a Dutch word for ‘track’ now used mainly by ecotourists and science fiction fans. ‘Learn’ is a Proto-Indo-European word: the verb ‘learn’ originally meant ‘to find a track’ back in the days when ‘learn’ had a noun form which meant ‘the sole of the foot’. ‘Tract’ and ‘trace’ are Latin words entering English print usage before 1374 and now used mainly in religious, and electronic surveillance, cultural reproduction. ‘Trench’ in 1386 was a French path cut through a forest. ‘Sagacity’ in English print in 1548 was originally the ability to track or hunt, in Proto-Indo-European cultures. ‘Career’ (in English before 1534) was the print made by chariots in ancient Rome. ‘Sleuth’ (1200) was a Norse noun for a track. ‘Investigation’ (1436) was Latin for studying a footprint (Harper). The arrival of symbolic writing scratched on caves, hearth stones, and trees (the original meaning of ‘book’ is tree), brought extremely limited text education close to home. Then, with baked clay tablets, incised boards, slate, bamboo, tortoise shell, cast metal, bark cloth, textiles, vellum, and – later – paper, a portability came to text that allowed any culture to venture away from known ‘foot’ paths with a reduction in the risk of becoming lost and perishing. So began the world of maps, memos, bills of sale, philosophic treatises and epic mythologies. Some of this was printed, such as the mechanical reproduction of coins, but the fine handwriting required of long, extended, portable texts could not be printed until the invention of paper in China about 2000 years ago. Compared to lithic architecture and genes, portable text is a fragile medium, and little survives from the millennia of its innovators. The printing of large non-text designs onto bark-paper and textiles began in neolithic times, but Sui Wen-ti’s imperial memo of 593 AD gives us the earliest written date for printed books, although we can assume they had been published for many years previously. The printed book was a combination of Indian philosophic thought, wood carving, ink chemistry and Chinese paper. The earliest surviving fragment of paper-print technology is ‘Mantras of the Dharani Sutra’, a Buddhist scripture written in the Sanskrit language of the Indian subcontinent, unearthed at an early Tang Dynasty site in Xian, China – making the fragment a veteran piece of printing, in the sense that Sanskrit books had been in print for at least a century by the early Tang Dynasty (Chinese Graphic Arts Net). At first, paper books were printed with page-size carved wooden boards. Five hundred years later, Pi Sheng (c.1041) baked individual reusable ceramic characters in a fire and invented the durable moveable type of modern printing (Silk Road 2000). Abandoning carved wooden tablets, the ‘digitizing’ of Chinese moveable type sped up the production of printed texts. In turn, Pi Sheng’s flexible, rapid, sustainable printing process expanded the political-cultural impact of the literati in Asian society. Digitized block text on paper produced a bureaucratic, literate elite so powerful in Asia that Louis XVI of France copied China’s print-based Confucian system of political authority for his own empire, and so began the rise of the examined public university systems, and the civil service systems, of most European states (Watson, Visions). By reason of its durability, its rapid mechanical reproduction, its culturally agreed signs, literate readership, revered authorship, shared ideology, and distributed portability, a ‘print’ can be a powerful cultural network which builds and expands empires. But print also attacks and destroys empires. A case in point is the Spanish conquest of Aztec America: The Aztecs had immense libraries of American literature on bark-cloth scrolls, a technology which predated paper. These libraries were wiped out by the invading Spanish, who carried a different book before them (Ewins). In the industrial age, the printing press and the gun were seen as the weapons of rebellions everywhere. In 1776, American rebels staffed their ‘Homeland Security’ units with paper makers, knowing that defeating the English would be based on printed and written documents (Hahn). Mao Zedong was a book librarian; Mao said political power came out of the barrel of a gun, but Mao himself came out of a library. With the spread of wireless networked servers, political ferment comes out of the barrel of the cell phone and the internet chat room these days. Witness the cell phone displays of a plane hitting a tower that appear immediately after 9/11 in the Middle East, or witness the show trials of a few US and UK lower ranks who published prints of their torturing activities onto the internet: only lower ranks who published prints were arrested or tried. The control of secure servers and satellites is the new press. These days, we live in a global library of burning books – ‘burning’ in the sense that ‘print’ is now a charged silicon medium (Smith, “Intel”) which is usually made readable by connecting the chip to nuclear reactors and petrochemically-fired power stations. World resources burn as we read our screens. Men, women, children burn too, as we watch our infotainment news in comfort while ‘their’ flickering dead faces are printed in our broadcast hearths. The print we watch is not the living; it is the voodoo of the living in the blackout behind the camera, engaging the blood sacrifice of the tormented and the unfortunate. Internet texts are also ‘on fire’ in the third sense of their fragility and instability as a medium: data bases regularly ‘print’ fail-safe copies in an attempt to postpone the inevitable mechanical, chemical and electrical failure that awaits all electronic media in time. Print defines a moral position for everyone. In reporting conflict, in deciding to go to press or censor, any ‘print’ cannot avoid an ethical context, starting with the fact that there is a difference in power between print maker, armed perpetrators, the weak, the peaceful, the publisher, and the viewer. So many human factors attend a text, video or voice ‘print’: its very existence as an aesthetic object, even before publication and reception, speaks of unbalanced, and therefore dynamic, power relationships. For example, Graham Greene departed unscathed from all the highly dangerous battlefields he entered as a novelist: Riot-torn Germany, London Blitz, Belgian Congo, Voodoo Haiti, Vietnam, Panama, Reagan’s Washington, and mafia Europe. His texts are peopled with the injustices of the less fortunate of the twentieth century, while he himself was a member of the fortunate (if not happy) elite, as is anyone today who has the luxury of time to read Greene’s works for pleasure. Ethically a member of London and Paris’ colonizers, Greene’s best writing still electrifies, perhaps partly because he was in the same line of fire as the victims he shared bread with. In fact, Greene hoped daily that he would escape from the dreadful conflicts he fictionalized via a body bag or an urn of ashes (see Sherry). In reading an author’s biography we have one window on the ethical dimensions of authority and print. If a print’s aesthetics are sometimes enduring, its ethical relationships are always mutable. Take the stylized logo of a running athlete: four limbs bent in a rotation of action. This dynamic icon has symbolized ‘good health’ in Hindu and Buddhist culture, from Madras to Tokyo, for thousands of years. The cross of bent limbs was borrowed for the militarized health programs of 1930s Germany, and, because of what was only a brief, recent, isolated yet monstrously horrific segment of its history in print, the bent-limbed swastika is now a vilified symbol in the West. The sign remains ‘impressed’ differently on traditional Eastern culture, and without the taint of Nazism. Dramatic prints are emotionally charged because, in depicting Homo sapiens in danger, or passionately in love, they elicit a hormonal reaction from the reader, the viewer, or the audience. The type of emotions triggered by a print vary across the whole gamut of human chemistry. A recent study of three genres of motion picture prints shows a marked differences in the hormonal responses of men compared to women when viewing a romance, an actioner, and a documentary (see Schultheiss, Wirth, and Stanton). Society is biochemically diverse in its engagement with printed culture, which raises questions about equality in the arts. Motion picture prints probably comprise around one third of internet traffic, in the form of stolen digitized movie files pirated across the globe via peer-to-peer file transfer networks (p2p), and burnt as DVD laser prints (BBC). There is also a US 40 billion dollar per annum legitimate commerce in DVD laser pressings (Grassl), which would suggest an US 80 billion per annum world total in legitimate laser disc print culture. The actively screen literate, or the ‘sliterati’ as I prefer to call them, research this world of motion picture prints via their peers, their internet information channels, their television programming, and their web forums. Most of this activity occurs outside the ambit of universities and schools. One large site of sliterate (screen literate) practice outside most schooling and official research is the net of online forums at imdb.com (International Movie Data Base). Imdb.com ‘prints’ about 25,000,000 top pages per month to client browsers. Hundreds of sliterati forums are located at imdb, including a forum for the Australian movie, Muriel’s Wedding (Hogan). Ten years after the release of Muriel’s Wedding, young people who are concerned with victimization and bullying still log on to http://us.imdb.com/title/tt0110598/board/> and put their thoughts into print: I still feel so bad for Muriel in the beginning of the movie, when the girls ‘dump’ her, and how much the poor girl cried and cried! Those girls were such biartches…I love how they got their comeuppance! bunniesormaybemidgets’s comment is typical of the current discussion. Muriel’s Wedding was a very popular film in its first cinema edition in Australia and elsewhere. About 30% of the entire over-14 Australian population went to see this photochemical polyester print in the cinemas on its first release. A decade on, the distributors printed a DVD laser disc edition. The story concerns Muriel (played by Toni Collette), the unemployed daughter of a corrupt, ‘police state’ politician. Muriel is bullied by her peers and she withdraws into a fantasy world, deluding herself that a white wedding will rescue her from the torments of her blighted life. Through theft and deceit (the modus operandi of her father) Muriel escapes to the entertainment industry and finds a ‘wicked’ girlfriend mentor. From a rebellious position of stubborn independence, Muriel plays out her fantasy. She gets her white wedding, before seeing both her father and her new married life as hollow shams which have goaded her abandoned mother to suicide. Redefining her life as a ‘game’ and assuming responsibility for her independence, Muriel turns her back on the mainstream, image-conscious, female gang of her oppressed youth. Muriel leaves the story, having rekindled her friendship with her rebel mentor. My methodological approach to viewing the laser disc print was to first make a more accessible, coded record of the entire movie. I was able to code and record the print in real time, using a new metalanguage (Watson, “Eyes”). The advantage of Coding is that ‘thinks’ the same way as film making, it does not sidetrack the analyst into prose. The Code splits the movie print into Vision Action [vision graphic elements, including text] (sound) The Coding splits the vision track into normal action and graphic elements, such as text, so this Coding is an ideal method for extracting all the text elements of a film in real time. After playing the film once, I had four and a half tightly packed pages of the coded story, including all its text elements in square brackets. Being a unique, indexed hard copy, the Coded copy allowed me immediate access to any point of the Muriel’s Wedding saga without having to search the DVD laser print. How are ‘print’ elements used in Muriel’s Wedding? Firstly, a rose-coloured monoprint of Muriel Heslop’s smiling face stares enigmatically from the plastic surface of the DVD picture disc. The print is a still photo captured from her smile as she walked down the aisle of her white wedding. In this print, Toni Collette is the Mona Lisa of Australian culture, except that fans of Muriel’s Wedding know the meaning of that smile is a magical combination of the actor’s art: the smile is both the flush of dreams come true and the frightening self deception that will kill her mother. Inserting and playing the disc, the text-dominant menu appears, and the film commences with the text-dominant opening titles. Text and titles confer a legitimacy on a work, whether it is a trade mark of the laser print owners, or the household names of stars. Text titles confer status relationships on both the presenters of the cultural artifact and the viewer who has entered into a legal license agreement with the owners of the movie. A title makes us comfortable, because the mind always seeks to name the unfamiliar, and a set of text titles does that job for us so that we can navigate the ‘tracks’ and settle into our engagement with the unfamiliar. The apparent ‘truth’ and ‘stability’ of printed text calms our fears and beguiles our uncertainties. Muriel attends the white wedding of a school bully bride, wearing a leopard print dress she has stolen. Muriel’s spotted wild animal print contrasts with the pure white handmade dress of the bride. In Muriel’s leopard textile print, we have the wild, rebellious, impoverished, inappropriate intrusion into the social ritual and fantasy of her high-status tormentor. An off-duty store detective recognizes the printed dress and calls the police. The police are themselves distinguished by their blue-and-white checked prints and other mechanically reproduced impressions of cultural symbols: in steel, brass, embroidery, leather and plastics. Muriel is driven in the police car past the stenciled town sign (‘Welcome To Porpoise Spit’ heads a paragraph of small print). She is delivered to her father, a politician who presides over the policing of his town. In a state where the judiciary, police and executive are hijacked by the same tyrant, Muriel’s father, Bill, pays off the police constables with a carton of legal drugs (beer) and Muriel must face her father’s wrath, which he proceeds to transfer to his detested wife. Like his daughter, the father also wears a spotted brown print costume, but his is a batik print from neighbouring Indonesia (incidentally, in a nation that takes the political status of its batik prints very seriously). Bill demands that Muriel find the receipt for the leopard print dress she claims she has purchased. The legitimate ownership of the object is enmeshed with a printed receipt, the printed evidence of trade. The law (and the paramilitary power behind the law) are legitimized, or contested, by the presence or absence of printed text. Muriel hides in her bedroom, surround by poster prints of the pop group ABBA. Torn-out prints of other people’s weddings adorn her mirror. Her face is embossed with the clown-like primary colours of the marionette as she lifts a bouquet to her chin and stares into the real time ‘print’ of her mirror image. Bill takes the opportunity of a business meeting with Japanese investors to feed his entire family at ‘Charlie Chan’’s restaurant. Muriel’s middle sister sloppily wears her father’s state election tee shirt, printed with the text: ‘Vote 1, Bill Heslop. You can’t stop progress.’ The text sets up two ironic gags that are paid off on the dialogue track: “He lost,’ we are told. ‘Progress’ turns out to be funding the concreting of a beach. Bill berates his daughter Muriel: she has no chance of becoming a printer’s apprentice and she has failed a typing course. Her dysfunction in printed text has been covered up by Bill: he has bribed the typing teacher to issue a printed diploma to his daughter. In the gambling saloon of the club, under the arrays of mechanically repeated cultural symbols lit above the poker machines (‘A’ for ace, ‘Q’ for queen, etc.), Bill’s secret girlfriend Diedre risks giving Muriel a cosmetics job. Another text icon in lights announces the surf nightclub ‘Breakers’. Tania, the newly married queen bitch who has made Muriel’s teenage years a living hell, breaks up with her husband, deciding to cash in his negotiable text documents – his Bali honeymoon tickets – and go on an island holiday with her girlfriends instead. Text documents are the enduring site of agreements between people and also the site of mutations to those agreements. Tania dumps Muriel, who sobs and sobs. Sobs are a mechanical, percussive reproduction impressed on the sound track. Returning home, we discover that Muriel’s older brother has failed a printed test and been rejected for police recruitment. There is a high incidence of print illiteracy in the Heslop family. Mrs Heslop (Jeannie Drynan), for instance, regularly has trouble at the post office. Muriel sees a chance to escape the oppression of her family by tricking her mother into giving her a blank cheque. Here is the confluence of the legitimacy of a bank’s printed negotiable document with the risk and freedom of a blank space for rebel Muriel’s handwriting. Unable to type, her handwriting has the power to steal every cent of her father’s savings. She leaves home and spends the family’s savings at an island resort. On the island, the text print-challenged Muriel dances to a recording (sound print) of ABBA, her hand gestures emphasizing her bewigged face, which is made up in an impression of her pop idol. Her imitation of her goddesses – the ABBA women, her only hope in a real world of people who hate or avoid her – is accompanied by her goddesses’ voices singing: ‘the mystery book on the shelf is always repeating itself.’ Before jpeg and gif image downloads, we had postcard prints and snail mail. Muriel sends a postcard to her family, lying about her ‘success’ in the cosmetics business. The printed missal is clutched by her father Bill (Bill Hunter), who proclaims about his daughter, ‘you can’t type but you really impress me’. Meanwhile, on Hibiscus Island, Muriel lies under a moonlit palm tree with her newly found mentor, ‘bad girl’ Ronda (Rachel Griffiths). In this critical scene, where foolish Muriel opens her heart’s yearnings to a confidante she can finally trust, the director and DP have chosen to shoot a flat, high contrast blue filtered image. The visual result is very much like the semiabstract Japanese Ukiyo-e woodblock prints by Utamaro. This Japanese printing style informed the rise of European modern painting (Monet, Van Gogh, Picasso, etc., were all important collectors and students of Ukiyo-e prints). The above print and text elements in Muriel’s Wedding take us 27 minutes into her story, as recorded on a single page of real-time handwritten Coding. Although not discussed here, the Coding recorded the complete film – a total of 106 minutes of text elements and main graphic elements – as four pages of Code. Referring to this Coding some weeks after it was made, I looked up the final code on page four: taxi [food of the sea] bq. Translation: a shop sign whizzes past in the film’s background, as Muriel and Ronda leave Porpoise Spit in a taxi. Over their heads the text ‘Food Of The Sea’ flashes. We are reminded that Muriel and Ronda are mermaids, fantastic creatures sprung from the brow of author PJ Hogan, and illuminated even today in the pantheon of women’s coming-of-age art works. That the movie is relevant ten years on is evidenced by the current usage of the Muriel’s Wedding online forum, an intersection of wider discussions by sliterate women on imdb.com who, like Muriel, are observers (and in some cases victims) of horrific pressure from ambitious female gangs and bullies. Text is always a minor element in a motion picture (unless it is a subtitled foreign film) and text usually whizzes by subliminally while viewing a film. By Coding the work for [text], all the text nuances made by the film makers come to light. While I have viewed Muriel’s Wedding on many occasions, it has only been in Coding it specifically for text that I have noticed that Muriel is a representative of that vast class of talented youth who are discriminated against by print (as in text) educators who cannot offer her a life-affirming identity in the English classroom. Severely depressed at school, and failing to type or get a printer’s apprenticeship, Muriel finds paid work (and hence, freedom, life, identity, independence) working in her audio visual printed medium of choice: a video store in a new city. Muriel found a sliterate admirer at the video store but she later dumped him for her fantasy man, before leaving him too. One of the points of conjecture on the imdb Muriel’s Wedding site is, did Muriel (in the unwritten future) get back together with admirer Brice Nobes? That we will never know. While a print forms a track that tells us where culture has been, a print cannot be the future, a print is never animate reality. At the end of any trail of prints, one must lift one’s head from the last impression, and negotiate satisfaction in the happening world. References Australian Broadcasting Corporation. “Memo Shows US General Approved Interrogations.” 30 Mar. 2005 http://www.abc.net.au>. British Broadcasting Commission. “Films ‘Fuel Online File-Sharing’.’’ 22 Feb. 2005 http://news.bbc.co.uk/1/hi/technology/3890527.stm>. Bretherton, I. “The Origins of Attachment Theory: John Bowlby and Mary Ainsworth.” 1994. 23 Jan. 2005 http://www.psy.med.br/livros/autores/bowlby/bowlby.pdf>. Bunniesormaybemidgets. Chat Room Comment. “What Did Those Girls Do to Rhonda?” 28 Mar. 2005 http://us.imdb.com/title/tt0110598/board/>. Chinese Graphic Arts Net. Mantras of the Dharani Sutra. 20 Feb. 2005 http://www.cgan.com/english/english/cpg/engcp10.htm>. Ewins, R. Barkcloth and the Origins of Paper. 1991. 20 Feb. 2005 http://www.justpacific.com/pacific/papers/barkcloth~paper.html>. Grassl K.R. The DVD Statistical Report. 14 Mar. 2005 http://www.corbell.com>. Hahn, C. M. The Topic Is Paper. 20 Feb. 2005 http://www.nystamp.org/Topic_is_paper.html>. Harper, D. Online Etymology Dictionary. 14 Mar. 2005 http://www.etymonline.com/>. Mask of Zorro, The. Screenplay by J McCulley. UA, 1920. Muriel’s Wedding. Dir. PJ Hogan. Perf. Toni Collette, Rachel Griffiths, Bill Hunter, and Jeannie Drynan. Village Roadshow, 1994. O’Hagan, Jack. On The Road to Gundagai. 1922. 2 Apr. 2005 http://ingeb.org/songs/roadtogu.html>. Poole, J.H., P.L. Tyack, A.S. Stoeger-Horwath, and S. Watwood. “Animal Behaviour: Elephants Are Capable of Vocal Learning.” Nature 24 Mar. 2005. Sanchez, R. “Interrogation and Counter-Resistance Policy.” 14 Sept. 2003. 30 Mar. 2005 http://www.abc.net.au>. Schultheiss, O.C., M.M. Wirth, and S.J. Stanton. “Effects of Affiliation and Power Motivation Arousal on Salivary Progesterone and Testosterone.” Hormones and Behavior 46 (2005). Sherry, N. The Life of Graham Greene. 3 vols. London: Jonathan Cape 2004, 1994, 1989. Silk Road. Printing. 2000. 20 Feb. 2005 http://www.silk-road.com/artl/printing.shtml>. Smith, T. “Elpida Licenses ‘DVD on a Chip’ Memory Tech.” The Register 20 Feb. 2005 http://www.theregister.co.uk/2005/02>. —. “Intel Boffins Build First Continuous Beam Silicon Laser.” The Register 20 Feb. 2005 http://www.theregister.co.uk/2005/02>. Watson, R. S. “Eyes And Ears: Dramatic Memory Slicing and Salable Media Content.” Innovation and Speculation, ed. Brad Haseman. Brisbane: QUT. [in press] Watson, R. S. Visions. Melbourne: Curriculum Corporation, 1994. Citation reference for this article MLA Style Watson, Robert. "E-Press and Oppress: Audio Visual Print Drama, Identity, Text and Motion Picture Rebellion." M/C Journal 8.2 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0506/08-watson.php>. APA Style Watson, R. (Jun. 2005) "E-Press and Oppress: Audio Visual Print Drama, Identity, Text and Motion Picture Rebellion," M/C Journal, 8(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0506/08-watson.php>.

IntroductionThis paper argues that the industrial contexts of re-imagining, or transforming, literary icons deploy the promotional strategies that are associated with what are usually seen as lesser, or purely commercial, genres. Promotional paratexts (Genette Paratexts; Gray; Hills) reveal transformations of content that position audiences to receive them as creative innovations, superior in many senses to their literary precursors due to the distinctive expertise of creative professionals. This interpretation leverages Matt Hills’ argument that certain kinds of “quality” screened drama are discursively framed as possessing the cultural capital associated with auterist cinema, despite their participation in the marketing logics of media franchising (Johnson). Adaptation theorist Linda Hutcheon proposes that when audiences receive literary adaptations, their pleasure inheres in a mixture of “repetition and difference”, “familiarity and novelty” (114). The difference can take many forms, but may be framed as guaranteed by the “distinction”, or—in Bourdieu’s terms—the cultural capital, of talented individuals and companies. Gerard Genette (Palimpsests) argued that “proximations” or updatings of classic literature involve acknowledging historical shifts in ideological norms as well as aesthetic techniques and tastes. When literary brands are made over using different media, there are economic lures to participation in currently fashionable technologies, as well as current political values. Linda Hutcheon also underlines the pragmatic constraints on the re-imagining of literary brands. “Expensive collaborative art forms” (87) such as films and large stage productions look for safe bets, seeking properties that have the potential to increase the audience for their franchise. Thus the marketplace influences both production and the experience of audiences. While this paper does not attempt a thoroughgoing analysis of audience reception appropriate to a fan studies approach, it borrows concepts from Matt Hills’s theorisation of marketing communication associated with screen “makeovers”. It shows that literary fiction and cinematic texts associated with celebrated authors or auteurist producer-directors share branding discourses characteristic of contemporary consumer culture. Strategies include marketing “reveals” of transformed content (Hills 319). Transformed content is presented not only as demonstrating originality and novelty; these promotional paratexts also perform displays of cultural capital on the part of production teams or of auteurist creatives (321). Case Study 1: Steven Spielberg, The Adventures of Tintin (2011) The Adventures of Tintin: The Secret of the Unicorn is itself an adaptation of a literary brand that reimagines earlier transmedia genres. According to Spielberg’s biographer, the Tintin series of bandes dessinée (comics or graphic novels) by Belgian artist Hergé (Georges Remi), has affinities with “boys’ adventure yarns” referencing and paying homage to the “silent filmmaking and the movie serials of the 1930s and ‘40s” (McBride 530). The three comics adapted by Spielberg belong to the more escapist and less “political” phase of Hergé’s career (531). As a fast-paced action movie, building to a dramatic and spectacular closure, the major plot lines of Spielberg’s film centre on Tintin’s search for clues to the secret of a model ship he buys at a street market. Teaming up with an alcoholic sea captain, Tintin solves the mystery while bullying Captain Haddock into regaining his sobriety, his family seat, and his eagerness to partner in further heroic adventures. Spielberg’s industry stature allowed him the autonomy to combine the commercial motivations of contemporary “tentpole” cinema adaptations with aspirations towards personal reputation as an auteurist director. Many of the promotional paratexts associated with the film stress the aesthetic distinction of the director’s practice alongside the blockbuster spectacle of an action film. Reinventing the Literary Brand as FranchiseComic books constitute the “mother lode of franchises” (Balio 26) in a industry that has become increasingly global and risk-adverse (see also Burke). The fan base for comic book movies is substantial and studios pre-promote their investments at events such as the four-day Comic-Con festival held annually in San Diego (Balio 26). Described as “tentpole” films, these adaptations—often of superhero genres—are considered conservative investments by the Hollywood studios because they “constitute media events; […] lend themselves to promotional tie-ins”; are “easy sells in world markets and […] have the ability to spin off sequels to create a franchise” (Balio 26). However, Spielberg chose to adapt a brand little known in the primary market (the US), thus lacking the huge fan-based to which pre-release promotional paratexts might normally be targeted. While this might seem a risky undertaking, it does reflect “changed industry realities” that seek to leverage important international markets (McBride 531). As a producer Spielberg pursued his own strategies to minimise economic risk while allowing him creative choices. This facilitated the pursuit of professional reputation alongside commercial success. The dual release of both War Horse and Tintin exemplify the director-producer’s career practice of bracketing an “entertainment” film with a “more serious work” (McBride 530). The Adventures of Tintin was promoted largely as technical tour de force and spectacle. Conversely War Horse—also adapted from a children’s text—was conceived as a heritage/nostalgia film, marked with the attention to period detail and lyric cinematography of what Matt Hills describes as “aestheticized fiction”. Nevertheless, promotional paratexts stress the discourse of auteurist transformation even in the case of the designedly more commercial Tintin film, as I discuss further below. These pre-release promotions emphasise Spielberg’s “painterly” directorial hand, as well as the professional partnership with Peter Jackson that enabled cutting edge innovation in animation. As McBride explains, the “dual release of the two films in the US was an unusual marketing move” seemingly designed to “showcase Spielberg’s artistic versatility” (McBride 530).Promotional Paratexts and Pre-Recruitment of FansAs Jonathan Gray and Jason Mittell have explained, marketing paratexts predate screen adaptations (Gray; Mittell). As part of the commercial logic of franchise development, selective release of information about a literary brand’s transformation are designed to bring fans of the “original,” or of genre communities such as fantasy or comics audiences, on board with the adaptation. Analysing Steven Moffat’s revelations about the process of adapting and creating a modern TV series from Conan Doyle’s canon (Sherlock), Matt Hills draws attention to the focus on the literary, rather than the many screen reinventions. Moffat’s focus on his childhood passion for the Holmes stories thus grounds the team’s adaptation in a period prior to any “knowledge of rival adaptations […] and any detailed awareness of canon” (326). Spielberg (unlike Jackson) denied any such childhood affective investment, claiming to have been unaware of the similarities between Raiders of the Lost Ark (1981) and the Tintin series until alerted by a French reviewer of Raiders (McBride 530). In discussing the paradoxical fidelity of his and Jackson’s reimagining of Tintin, Spielberg performed homage to the literary brand while emphasising the aesthetic limitations within the canon of prior adaptations:‘We want Tintin’s adventures to have the reality of a live-action film’, Spielberg explained during preproduction, ‘and yet Peter and I felt that shooting them in a traditional live-action format would simply not honor the distinctive look of the characters and world that Hergé created. Hergé’s characters have been reborn as living beings, expressing emotion and a soul that goes far beyond anything we’ve been able to create with computer-animated characters.’ (McBride 531)In these “reveals”, the discourse positions Spielberg and Jackson as both fans and auteurs, demonstrating affective investment in Hergé’s concepts and world-building while displaying the ingenuity of the partners as cinematic innovators.The Branded Reveal of Transformed ContentAccording to Hills, “quality TV drama” no less than “makeover TV,” is subject to branding practices such as the “reveal” of innovations attributed to creative professionals. Marketing paratexts discursively frame the “professional and creative distinction” of the teams that share and expand the narrative universe of the show’s screen or literary precursors (319–20). Distinction here refers to the cultural capital of the creative teams, as well as to the essential differences between what adaptation theorists refer to as the “hypotext” (source/original) and “hypertext” (adaptation) (Genette Paratexts; Hutcheon). The adaptation’s individualism is fore-grounded, as are the rights of creative teams to inherit, transform, and add richness to the textual universe of the precursor texts. Spielberg denied the “anxiety of influence” (Bloom) linking Tintin and Raiders, though he is reported to have enthusiastically acknowledged the similarities once alerted to them. Nevertheless, Spielberg first optioned Hergé’s series only two years later (1983). Paratexts “reveal” Hergé’s passing of the mantle from author to director, quoting his: “ ‘Yes, I think this guy can make this film. Of course it will not be my Tintin, but it can be a great Tintin’” (McBride 531).Promotional reveals in preproduction show both Spielberg and Jackson performing mutually admiring displays of distinction. Much of this is focused on the choice of motion capture animation, involving attachment of motion sensors to an actor’s body during performance, permitting mapping of realistic motion onto the animated figure. While Spielberg paid tribute to Jackson’s industry pre-eminence in this technical field, the discourse also underlines Spielberg’s own status as auteur. He claimed that Tintin allowed him to feel more like a painter than any prior film. Jackson also underlines the theme of direct imaginative control:The process of operating the small motion-capture virtual camera […] enabled Spielberg to return to the simplicity and fluidity of his 8mm amateur films […] [The small motion-capture camera] enabled Spielberg to put himself literally in the spaces occupied by the actors […] He could walk around with them […] and improvise movements for a film Jackson said they decided should have a handheld feel as much as possible […] All the production was from the imagination right to the computer. (McBride 532)Along with cinematic innovation, pre-release promotions thus rehearse the imaginative pre-eminence of Spielberg’s vision, alongside Jackson and his WETA company’s fantasy credentials, their reputation for meticulous detail, and their innovation in the use of performance capture in live-action features. This rehearsal of professional capital showcases the difference and superiority of The Adventures of Tintin to previous animated adaptations.Case Study 2: Andrew Motion: Silver, Return to Treasure Island (2012)At first glance, literary fiction would seem to be a far-cry from the commercial logics of tentpole cinema. The first work of pure fiction by a former Poet Laureate of Great Britain, updating a children’s classic, Silver: Return to Treasure Island signals itself as an exemplar of quality fiction. Yet the commercial logics of the publishing industry, no less than other media franchises, routinise practices such as author interviews at bookshop visits and festivals, generating paratexts that serve its promotional cycle. Motion’s choice of this classic for adaptation is a step further towards a popular readership than his poetry—or the memoirs, literary criticism, or creative non-fiction (“fabricated” or speculative biographies) (see Mars-Jones)—that constitute his earlier prose output. Treasure Island’s cultural status as boy’s adventure, its exotic setting, its dramatic characters long available in the public domain through earlier screen adaptations, make it a shrewd choice for appropriation in the niche market of literary fiction. Michael Cathcart’s introduction to his ABC Radio National interview with the author hones in on this:Treasure Island is one of those books that you feel as if you’ve read, event if you haven’t. Long John Silver, young Jim Hawkins, Blind Pew, Israel Hands […], these are people who stalk our collective unconscious, and they’re back. (Cathcart)Motion agrees with Cathcart that Treasure Island constitutes literary and common cultural heritage. In both interviews I analyse in the discussion here, Motion states that he “absorbed” the book, “almost by osmosis” as a child, yet returned to it with the mature, critical, evaluative appreciation of the young adult and budding poet (Darragh 27). Stevenson’s original is a “bloody good book”; the implication is that it would not otherwise have met the standards of a literary doyen, possessing a deep knowledge of, and affect for, the canon of English literature. Commercial Logic and Cultural UpdatingSilver is an unauthorised sequel—in Genette’s taxonomy, a “continuation”. However, in promotional interviews on the book and broadcast circuit, Motion claimed a kind of license from the practice of Stevenson, a fellow writer. Stevenson himself notes that a significant portion of the “bar silver” remained on the island, leaving room for a sequel to be generated. In Silver, Jim, the son of Stevenson’s Jim Hawkins, and Natty, daughter of Long John Silver and the “woman of colour”, take off to complete and confront the consequences of their parents’ adventures. In interviews, Motion identifies structural gaps in the precursor text that are discursively positioned to demand completion from, in effect, Stevenson’s literary heir: [Stevenson] was a person who was interested in sequels himself, indeed he wrote a sequel to Kidnapped [which is] proof he was interested in these things. (Cathcart)He does leave lots of doors and windows open at the end of Treasure Island […] perhaps most bewitchingly for me, as the Hispaniola sails away, they leave behind three maroons. So what happened to them? (Darragh)These promotional paratexts drop references to Great Expectations, Heart of Darkness, Lord of the Flies, Wild Sargasso Sea, the plays of Shakespeare and Tom Stoppard, the poetry of Auden and John Clare, and Stevenson’s own “self-conscious” sources: Defoe, Marryat. Discursively, they evidence “double coding” (Hills) as both homage for the canon and the literary “brand” of Stevenson’s popular original, while implicated in the commercial logic of the book industry’s marketing practices.Displays of DistinctionMotion’s interview with Sarah Darragh, for the National Association of Teachers of English, performs the role of man of letters; Motion “professes” and embodies the expertise to speak authoritatively on literature, its criticism, and its teaching. Literature in general, and Silver in particular, he claims, is not “just polemic”, that is “not how it works”, but it does has the ability to recruit readers to moral perspectives, to convey “ new ideas[s] of the self.” Silver’s distinction from Treasure Island lies in its ability to position “deep” readers to develop what is often labelled “theory of mind” (Wolf and Barzillai): “what good literature does, whether you know it or not, is to allow you to be someone else for a bit,” giving us “imaginative projection into another person’s experience” (Darragh 29). A discourse of difference and superiority is also associated with the transformed “brand.” Motion is emphatic that Silver is not a children’s book—“I wouldn’t know how to do that” (Darragh 28)—a “lesser” genre in canonical hierarchies. It is a writerly and morally purposeful fiction, “haunted” by greats of the canon and grounded in expertise in philosophical and literary heritage. In addition, he stresses the embedded seriousness of his reinvention: it is “about how to be a modern person and about greed and imperialism” (Darragh 27), as well as a deliberatively transformed artefact:The road to literary damnation is […] paved with bad sequels and prequels, and the reason that they fail […] is that they take the original on at its own game too precisely […] so I thought, casting my mind around those that work [such as] Tom Stoppard’s play Rosencrantz and Guildenstern are Dead […] or Jean Rhys’ wonderful novel Wide Sargasso Sea which is about the first Mrs Rochester in Jane Eyre […] that if I took a big step away from the original book I would solve this problem of competing with something I was likely to lose in competition with and to create something that was a sort of homage […] towards it, but that stood at a significant distance from it […]. (Cathcart) Motion thus rehearses homage and humility, while implicitly defending the transformative imagination of his “sequel” against the practice of lesser, failed, clonings.Motion’s narrative expansion of Stevenson’s fictional universe is an example of “overwriting continuity” established by his predecessor, and thus allowing him to make “meaningful claims to creative and professional distinction” while demonstrating his own “creative viewpoint” (Hills 320). The novel boldly recapitulates incidental details, settings, and dramatic embedded character-narrations from Treasure Island. Distinctively, though, its opening sequence is a paean to romantic sensibility in the tradition of Wordsworth’s The Prelude (1799–1850).The Branded Reveal of Transformed ContentSilver’s paratexts discursively construct its transformation and, by implication, improvement, from Stevenson’s original. Motion reveals the sequel’s change of zeitgeist, its ideological complexity and proximity to contemporary environmental and postcolonial values. These are represented through the superior perspective of romanticism and the scientific lens on the natural world:Treasure Island is a pre-Enlightenment story, it is pre-French Revolution, it’s the bad old world […] where people have a different ideas of democracy […] Also […] Jim is beginning to be aware of nature in a new way […] [The romantic poet, John Clare] was publishing in the 1820s but a child in the early 1800s, I rather had him in mind for Jim as somebody who was seeing the world in the same sort of way […] paying attention to the little things in nature, and feeling a sort of kinship with the natural world that we of course want to put an environmental spin on these days, but [at] the beginning of the 1800s was a new and important thing, a romantic preoccupation. (Cathcart)Motion’s allusion to Wild Sargasso Sea discursively appropriates Rhys’s feminist and postcolonial reimagination of Rochester’s creole wife, to validate his portrayal of Long John Silver’s wife, the “woman of colour.” As Christian Moraru has shown, this rewriting of race is part of a book industry trend in contemporary American adaptations of nineteenth-century texts. Interviews position readers of Silver to receive the novel in terms of increased moral complexity, sharing its awareness of the evils of slavery and violence silenced in prior adaptations.Two streams of influence [come] out of Treasure Island […] one is Pirates of the Caribbean and all that jolly jape type stuff, pirates who are essentially comic [or pantomime] characters […] And the other stream, which is the other face of Long John Silver in the original is a real menace […] What we are talking about is Somalia. Piracy is essentially a profoundly serious and repellent thing […]. (Cathcart)Motion’s transformation of Treasure Island, thus, improves on Stevenson by taking some of the menace that is “latent in the original”, yet downplayed by the genre reinvented as “jolly jape” or “gorefest.” In contrast, Silver is “a book about serious things” (Cathcart), about “greed and imperialism” and “how to be a modern person,” ideologically reconstructed as “philosophical history” by a consummate man of letters (Darragh).ConclusionWhen iconic literary brands are reimagined across media, genres and modes, creative professionals frequently need to balance various affective and commercial investments in the precursor text or property. Updatings of classic texts require interpretation and the negotiation of subtle changes in values that have occurred since the creation of the “original.” Producers in risk-averse industries such as screen and publishing media practice a certain pragmatism to ensure that fans’ nostalgia for a popular brand is not too violently scandalised, while taking care to reproduce currently popular technologies and generic conventions in the interest of maximising audience. As my analysis shows, promotional circuits associated with “quality” fiction and cinema mirror the commercial logics associated with less valorised genres. Promotional paratexts reveal transformations of content that position audiences to receive them as creative innovations, superior in many senses to their literary precursors due to the distinctive expertise of creative professionals. Paying lip-service the sophisticated reading practices of contemporary fans of both cinema and literary fiction, their discourse shows the conflicting impulses to homage, critique, originality, and recruitment of audiences.ReferencesBalio, Tino. Hollywood in the New Millennium. London: Palgrave Macmillan/British Film Institute, 2013.Bloom, Harold. The Anxiety of Influence: A Theory of Poetry. 2nd ed. Oxford: Oxford UP, 1997.Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. Trans. Richard Nice. Cambridge, MA: Harvard UP, 1987. Burke, Liam. The Comic Book Film Adaptation: Exploring Modern Hollywood's Leading Genre. Jackson, MS: UP of Mississippi, 2015. Cathcart, Michael (Interviewer). Andrew Motion's Silver: Return to Treasure Island. 2013. Transcript of Radio Interview. Prod. Kate Evans. 26 Jan. 2013. 10 Apr. 2013 ‹http://www.abc.net.au/radionational/booksplus/silver/4293244#transcript›.Darragh, Sarah. "In Conversation with Andrew Motion." NATE Classroom 17 (2012): 27–30.Genette, Gérard. Palimpsests: Literature in the Second Degree. Lincoln, NE: U of Nebraska P, 1997. ———. Paratexts: Thresholds of Interpretation. Cambridge: Cambridge UP, 1997. Gray, Jonathan. Show Sold Separately: Promos, Spoilers, and Other Media Paratexts. New York: New York UP, 2010.Hills, Matt. "Rebranding Dr Who and Reimagining Sherlock: 'Quality' Television as 'Makeover TV Drama'." International Journal of Cultural Studies 18.3 (2015): 317–31.Johnson, Derek. Media Franchising: Creative License and Collaboration in the Culture Industries. Postmillennial Pop. New York: New York UP, 2013.Mars-Jones, Adam. "A Thin Slice of Cake." The Guardian, 16 Feb. 2003. 5 Oct. 2015 ‹http://www.theguardian.com/books/2003/feb/16/andrewmotion.fiction›.McBride, Joseph. Steven Spielberg: A Biography. 3rd ed. London: Faber & Faber, 2012.Mittell, Jason. Complex TV: The Poetics of Contemporary Television Storytelling. New York: New York UP, 2015.Moraru, Christian. Rewriting: Postmodern Narrative and Cultural Critique in the Age of Cloning. Herndon, VA: State U of New York P, 2001. Motion, Andrew. Silver: Return to Treasure Island. London: Jonathan Cape, 2012.Raiders of the Lost Ark. Dir. Steven Spielberg. Paramount/Columbia Pictures, 1981.Wolf, Maryanne, and Mirit Barzillai. "The Importance of Deep Reading." Educational Leadership. March (2009): 32–36.Wordsworth, William. The Prelude, or, Growth of a Poet's Mind: An Autobiographical Poem. London: Edward Moxon, 1850.

Introduction “Unboxing the New Barbie” explores Barbie’s new image in Greta Gerwig’s 2023 film, Barbie, where Barbie appears initially in a perfect shape and enjoys her ideal life in Barbie Land. The film presents Barbie Land as a female-dominated space with Barbies at the centre of authority, with a utopic lifestyle of freedom and joy. However, the film immediately troubles this utopia through a set of cinematic devices. First, the stereotypical Barbie’s life appears as a series of monotonous routines within the pink plastic structures, and later, her utopic body image and Barbie Land are distorted due to the shortcomings and malfunctioning of the Real World. The Real World, with patriarchy at the core of it, contradicts Barbie Land’s female-oriented constitution. Presenting all the contradictions through Barbie Land and the Real World, hence, the film attempts to address Barbie’s entrapment, first by capturing her image within the pink plastic frames in Barbie Land, and later through her framed reputation as an ostentatious product of a consumerist culture in the Real World. In this article, I argue that Barbie unboxes a new Barbie who recognises her framed image in both Barbie Land and the Real World and breaks free from those frames to define a new and real role for herself. In so doing, I compare Barbie’s (Margot Robbie) image in Barbie Land inside the pink frames to Carol White’s (Julianne Moore) image in Californian Suburbs in Safe (1995), a melodrama by Todd Haynes where she is also trapped in the domestic spaces of her suburban house, experiencing mental and physical break down. The article, hence, concludes that Barbie relies on the aesthetics of melodrama to first refer to Barbie’s entrapped image in Barbie Land, and later to unbox her new image to the Real World. Melodrama in Barbie Land In “Tales of Sound and Fury,” Thomas Elsaesser defines melodrama: “considered as an expressive code, melodrama might … be described as a pictorial form of dramatic mise-en-scène, characterized by dynamic use of spatial and musical categories, as opposed to intellectual or literary one” (75). He further elaborates on the genre and writes that “this type of cinema depends on the ways 'Melos' is given to 'drama' utilizing lighting, montage, visual rhythm, decor, style of acting, music – that is, on the ways the mise-en-scène, translates character into action” (78). Elsaesser in his essay describes the mise-en-scène of the genre as “the middle-class home, filled with objects, [which surrounds] the heroine in a hierarchy of apparent order that becomes increasingly suffocating” (84). Jackie Byres refers to the rise of melodrama in the timeline of Hollywood films and writes that most of the women’s films of the 1930s and 1940s ended tragically, but in the 1950s, the (eventually unsuccessful) return to an emphasis on woman as wife-companion, exemplified by the suburban housewife, required a different ending, a “happy ending” that provided the female protagonist with a male companion, a husband, a strong and capable patriarch to whom she could submit. (112) These female-oriented melodramas, according to Jackie Byars, are “communities of women and children” in which “the absence of a patriarchal figure motivates the narratives” (106). Drawing attention to the female-centred plots, Byars also considers these films as long-awaited products of cinema where women eventually obtained space to be seen as independent entities with relative subjectivity. In this regard, she further elaborates: “the female-oriented melodrama cannot end with its female protagonist continuing a life independent and alone” (106). Douglas Sirk was one of the prominent Hollywood filmmakers whose films in the 1950s were the archetype of family melodramas where he centralised women’s images and consequently engaged the diegesis with their private and public affairs. In melodrama, there are always reflective surfaces and frames such as windows or mirrors where the characters, particularly women, are framed within these frames. Mercer and Shingler write: “in Sirk’s films we see characters looking in the mirrors when they are conforming to the society’s rules, when they are playing a role, when they are deluding themselves. Mirrors then, represent both illusion and delusion in his films and were to become such emblematic device” (54). These women are usually alone and staring at themselves or gazing out the windows, which is an additional emphasis on their loneliness and insecurities. “Mirrors then, represent both illusion and delusion in these films and were to become such emblematic device” (54). Mercer and Shingler refer to this technique as “frames within frames” where the characters are “contained within mirror frames, doorways, windows, pictures frames and decorative screens. These devices once again suggest that characters are isolated or confined in their lonely worlds, or oppressed by their environments” (54). Against this backdrop, Barbie refers to the conventions of melodrama to represent Barbie’s entrapped body inside the plastic frames of Barbie Land and her willful body that resists these frames. Barbie represents the dual – inside vs. outside – nature of melodrama through the duality in Barbie Land and the Real World. Barbie Land stands for the domestic space in melodrama and the Real World represents the emotionally and politically suppressive public. By the look of it, Barbie Land pictures a feminine utopia: women as the forerunners in politics, sports, and literary competitions; ever subjective, and never sexualised or objectified, with Kens in the background, living a peaceful life. Barbie Land hence adheres to the melodramatic style of filmmaking with communities of women, lack of patriarchal figures, and a female-dominated space. However, fifteen minutes into the film, Barbie problematises this utopia by constantly placing the stereotypical Barbie inside the pink frames of the dream houses, windows, or mirrors, performing a set of dollish routines; eating but not eating, drinking but not drinking, until she is infected with the malfunctioning and diseases of the Real World. She wakes up to the nightmare of flat feet, bad breath, a cold shower, and cellulite. The pink utopia hence stages the colorful wraps of the melodramatic suburbs with its corrupted domestic interiors. In other words, Barbie Land equals the domestic settings of the suburban houses where women appear to have a satisfying luxurious material life, whereas in truth they are overburdened with the expectations of their roles as wives and mothers. The Real World in this equation represents the patriarchal outside and its authority over women, and the temporary Kenland refers to the corruption that is the outcome of the patriarchal Real World. Similar to suburban houses with a glamorous façade and patriarchy at the centre, Barbie Land represents a marginalised female utopia in pink plastic, designed and sold by patriarchy in the Real World. “Mattel: We Sell Imagination!” Barbie hence strongly resembles Safe (1995) in form and content, with its pink utopian external image and unfulfilling conditions in the interiors. Todd Haynes’s Safe is also a family melodrama, set in the 1980s in the Californian suburbs where Carol White is a homemaker living in a spacious suburban house who develops puzzling allergies to common environmental chemicals contained in everyday-use materials. This leads her to abandon her household and live in a remote sanatorium located in a desert where she is immune from any contact with chemicals. In short, Carol’s allergy is triggered by the unnecessarily consumed products every time she is exposed to them. Her physical intimacy with her husband fades away every day due to her intolerance to all the unnatural and industrial products. Simultaneously, the disease signifies her inner desire to free her body from the suburban life and unfulfilling marriage. Safe addresses the industrial developments of the 1980s in the US through the conventions of melodrama to illustrate the emotionally and physically unhealthy environment contaminated by toxic chemicals. Carol White’s health deteriorates due to environmental toxicities and chemical attacks, and Barbie’s health is affected due to metaphorical toxicities such as toxic masculinities in the Real World. More importantly, Barbie’s notoriety for being unrealistically skinny and her responsibility for pervading eating disorders is another evident feature in Safe. Criticism around Barbie’s physical features has usually addressed her “unrealistic and unattainable bodily proportions [that] make women feel inadequate” (Toffoletti 59). The American Addiction Centers, in their article “Dying to Be Barbie: Eating Disorders in Pursuit of the Impossible”, hold Barbie accountable for girls’ eating disorders and write: the anxieties they experience are the product of a society and media culture that prizes a thin image for women above anything else, and devalues any woman who strays outside the false "norm" of a skinny body. In pursuit of that unattainable goal, they will literally starve themselves to death. They are dying to be like Barbie. (2013) Similar to Barbie, Carol appears with unrealistic and even unnatural physical features. First, she is presented as a skinny woman relying only on dairy (milk), and later she adopts the uncommon fruit diet. Moreover, in her regular aerobic classes, her body never sweats. By characterising Carol through her uncommon physical and mental features, Safe insists upon the female character’s resistance against the norms. “Haynes wanted Carol to evoke vulnerable, fractured nature of modern identity, an issue that American films have rarely addressed” (Levy 177). According to Glyn Davis, Haynes’s cinema “explores the tensions and discrepancies between pristine public surface and that which lies beneath: hidden emotions and passions, closeted identities and the truthful nature of relationships” (123). Both Safe and Barbie trouble the comfortable image of Barbie Land and the Suburbs and alternate it with discomfort and non-conformity. Unboxing the Real Barbie Mattel’s debut doll in 1950s America coincided with the after-war ideologies of the scared home which drove women into domesticity. “Beginning with the Second World War years of the 1940s and extending through the 1950s, 'home' stood for the utopian myth of a coherent, homogenous popular culture” (Cohen 143). Within this utopia, women were placed in domestic environments, and the interior spaces of the household where they were anchored to the bosom of the family. The bourgeois culture evolved the home as the temple of femininity. Domestic life was radically segregated from the public sphere. Although women obviously inhabited public space, they did so under the protection of a chaperon. Women who attempted to roam the metropolis freely struggled with deep male prejudices regarding sexuality and space. (Rojek and Urry 16) Therefore, Mattel’s launch of the first Barbie doll in 1959 and before the advent of second-wave feminism in the 1960s and 1970s seems like an attempt to introduce a woman at the end of a decade when women were forced back into the domestic spaces of their homes and honoured by their roles as homemakers and devoted wives. Barbie hence became “the first feminist that pointed the way out of kitchen” (Stone 7). M.G. Lord, the author of Forever Barbie, credits Barbie as an icon who “taught us independence. Barbie was her own woman. She could invent herself with a costume change: sing a solo in the spotlight one minute, pilot a starship the next. … She was all that we could be [and] more than we could be. And certainly more than we were” (9). Barbie is a “happily unmarried woman. Ruth refused to give Barbie the trappings of postnuptial life; the doll would be forever independent, subservient to no one” (51). Barbie’s place in the history of popular culture marks her a controversial cultural icon who rises between the decades of women’s passivity and the following feminist decades. In other words, while in the 1950s, she is a pioneer feminist figure, in the 1960s and 70s, she is recognised “as an object of fascination, conflict and rancour for a generation of second-wave feminists” (Toffoletti 60). In Marilyn Ferris Motz’s view, “Barbie is a consumer. She demands product after product, and the packaging and advertising imply that Barbie, as well as her owner, can be made happy if only she wears the right clothes and owns the right products” (128). Accordingly, all the props that followed Barbie and her diverse roles as an affluent independent woman echoed “the idea that women in capitalist culture are themselves commodities to be purchased, consumed and manipulated” (Toffoletti 60). This oscillation in Barbie’s reputation makes her an everchanging cultural product and the interpretations of her subjective. According to M.G. Lord, “to study Barbie, one sometimes has to hold seemingly contradictory ideas in one’s head at the same time ... . People project wildly dissimilar and opposing fantasies on it. Barbie is a universally recognized image, but what she represents is as personal as fingerprints” (10). Taking Barbie’s dynamic identity and reputation into account, Greta Gerwig in her 2023 film summarises sixty-plus years of an ongoing renewal in Barbie’s image and the unstoppable criticism that follows her. While Barbara Handler introduced a strong female doll in the 1950s as a protest against the decade’s imposed standards on women, in 2023 Barbie is still stigmatised and forced back into the margins by remaining in the box of Barbie Land. “Mattel: No One Rests until This Doll Is Back in a Box.” Barbie’s journey to the Real World and her straying from Mattel’s laws pose a threat to the patriarchal establishment in the Real World. Similar to melodrama where women “seem trapped in an image of themselves as dangerous women, threatening to a patriarchy that strives to maintain their willful bodies in a patriarchal, dichotomous situation as gendered bodies” (Ceuterick 42), Barbie’s unboxed figure in the Real world disturbs its marginalising structures. The unboxed new Barbie refuses to go back to the perfect pink world; instead, she allies with the Real-World women to fix the corrupted Barbie Land and decides to become a Real-World woman, accepting its imperfections. Barbie breaks free from the box to recognise herself, Ken, Barbie Land, and the Real World. The unboxed new Barbie hence is an attempt to represent New/Real Barbie’s subjectivity in the Real World and not just in Barbie Land, which is an ostentatious design of the patriarchal Real World. Gerwig chronicles Barbie’s evolving image through her journey from Barbie Land to the Real World and back, and eventually her settlement in the Real World when she breaks free from the pre-determined literal and metaphorical frames of both worlds. While in Barbie Land she is framed within pink plastic frames, in the Real World, she is framed with stigma and criticism for withholding feminism. Conclusion In this article, I argued that Greta Gerwig’s 2023 film Barbie unboxes a New Barbie who eventually becomes a Real Barbie/Woman, rejecting all the stereotypical labels that have been attached to her. Decades after her first appearance in popular culture, Barbie remains a highly controversial cultural product, facing criticism for her unrealistic affluence, independence, and physique. Addressing all these arguments and controversies, the film unveils a new Barbie who breaks free from the margins of Barbie Land to raise her awareness and resist the stereotypical stigma around her image. Facing the harsh realities of the Real World that constantly force her, first, inside the plastic frames of Barbie Land, and later into Mattel’s box, Barbie learns about her entrapment and the patriarchal control over women’s bodies. Experiencing the discrepancies in Barbie Land and the flawed Real World, the Unboxed Barbie escapes Mattel’s box to reinvent herself in Barbie Land and the Real World. Boxing and framing Barbie is a cinematic device used in melodrama where the mise-en-scène is staged with luxurious furniture, costume design, and colour palette, but it suggests a sense of entanglement with domestic affairs for women. Barbie is comparable to Todd Haynes’s Safe due to the film’s pink undertone, the frames of suburban houses that entrap the female character in domesticity, and more importantly, her deteriorating mental and physical health. Similar to Barbie, the female character in Safe resists the frames of patriarchy to free her body and define a new identity for herself. Both Barbie and Safe deploy the conventions of melodrama to depict the entrapment and resistance of the female characters to submit to these frames. References Barbie. Dir. Greta Gerwig. Perf. Margot Robbie and Ryan Gosling. Warner Bros., 2023. Byars, Jackie. All That Hollywood Allows. London: Routledge, 1991. Ceuterick, Maud. Affirmative Aesthetics and Wilful Women: Gender, Space and Mobility in Contemporary Cinema. Cham: Palgrave Macmillan, 2020. Cohan, Steven. “Almost like Being at Home: Showbiz culture and Hollywood Road Trips in the 1940s and 1950s.” In The Road Movie Book. Eds. Steven Cohan and Ina Rae Hark. London: Routledge, 1997. 113–142. Davis, Glyn. Far from Heaven: American Indies. Edinburgh: Edinburgh UP, 2011. “Dying to Be Barbie: Eating Disorders in Pursuit of the Impossible.” Drug Rehab Options, n.d. 12 Apr. 2024 <https://rehabs.com/explore/dying-to-be-barbie/>. Elsaesser, Thomas. “Tales of Sound and Fury: Observation on Family Melodrama.” In Imitations of Life: A Reader on Film & Television Melodrama. Ed. Marcia Landy. Detroit: Wayne State UP, 1991. 68–91. Levy, Emanuel. Gay Directors, Gay Films? Pedro Almodóvar, Terence Davies, Todd Haynes, Gus Van Sant, John Waters. New York: Columbia UP, 2015. Lord, M.G. Forever Barbie: The Unauthorized Biography of a Real Doll. Liveright, 1994. Mercer, John, and Martin Shingler. Melodrama: Genre, Style and Sensibility. New York: Columbia UP, 2013. Motz, Marylin Ferris. “'I Want to Be a Barbie Doll When I Grow Up': The Cultural Significance of the Barbie Doll.” In The Popular Culture Reader. 3rd ed. Eds. Christopher D. Geist et al. Ohio: Bowling Green UP, 1983. 122–136. Rojek, Chris, and John Urry. “Transformation of Travel and Theory.” In Touring Cultures: Transformations of Travel and Theory. Eds. Chris Rojek and John Urry. London: Routledge, 2002. Safe. Dir. Todd Haynes. Perf. Julianne Moore. Motion Picture Rating, 1995. Stone, Tanya Lee. The Good, the Bad, and the Barbie: A Doll’s History and Her Impact on Us. Penguin Young Readers Group, 2015. Toffoletti, Kim. Cyborgs and Barbie Dolls: Feminism, Popular Culture and the Posthuman Body. Bloomsbury, 2007.

Historically the impact of the printing press on Western culture is a truism. Print gave rise to the mass reproduction and circulation of information with wide reaching consequences in all fields: political, social, and economic. An aspect that this paper wishes to focus on is that this moment also saw the birth (and necessity) of copyright legislation, to administer and protect this new found ability to package and disseminate text. The term copyright itself, used freely in debates surrounding contemporary topics such as iTunes, DVD piracy, and file-sharing, is not only semantically anachronistic but, as will be shown, is an anachronistic problem. The history that it carries, through almost three hundred years, underscores the difficulties at the heart of copyright in the contemporary scene. Indeed the reliance on copyright in these debates creates an argument based on circular definitions relating to only the statutory conception of cultural rights. No avenue is really left to imagine a space outside its jurisdiction. This paper asserts that notions of the “culture industry” (as opposed to some other conception of culture) are also inherently connected to the some three hundred years of copyright legislation. Our conceptions of the author and of intellectual pursuits as property can also be traced within this relatively small period. As clarified by Lord Chief Baron Pollock in the English courts in 1854, “copyright is altogether an artificial right” that does not apply at common law and relies wholly on statute (Jeffreys v Boosey). Foucault (124-42) highlights, in his attack on Romantic notions of the author-genius-God, that the author-function is expressed primarily as a legal term, through the legal concepts of censorship and copyright. Copyright, then, pays little attention to non-economic interests of the author and is used primarily to further economic interests. The corporate nature of the culture industry at present amounts to the successful application of copyright legislation in the past. This paper suggests that we look at our conception of literary and artistic work as separate from copyright’s own definitions of intellectual property and the commercialisation of culture. From Hogarth to File-Sharing The case of ‘DVD Jon’ is instructive. In 1999, Jon Lech Johansen, a Norwegian programmer, drew the ire of Hollywood by breaking the encryption code for DVDs (in a program called DeCSS). More recently, he has devised a program to circumvent the anti-piracy system for Apple’s iTunes music download service. With this program, called PyMusique, users still have to pay for the songs, but once these are paid for, users can use the songs on all operating systems and with no limits on copying, transfers or burning. Johansen, who publishes his wares on his blog entitled So Sue Me, was in fact sued in 1999 by the Motion Picture Association of America (MPAA) for copyright infringement. He argued that he created DeCSS as part of developing a DVD player for his Linux operating system, and that copying DVD movies was an ancillary function of the program for which he could not be held responsible. He was acquitted by an Oslo district court in early 2003 and again by an appeals court later that year. During this time many people on the internet found novel ways to publish the DeCSS code so as to avoid prosecution, including many different code encryptions incorporated into jpeg images (including the trademarked DVD logo, owned by DVD LLC) and mpeg movies, as an online MUD game scenario, and even produced in the form of a haiku (“42 Ways to Distribute DeCSS”). The ability to publish the code in a format not readily prosecutable owes less to encryption and clandestine messages than it does to anachronistic laws regarding the wholly legal right to original formats. Prior to 1709, copyright or licensing related to the book publishing industry where the work as formatted, pressed and disseminated was more important to protect than the text itself or the concept of the author as the writer of the text. Even today different copyrights may be held over the different formatting of the same text. The ability for hackers to attack the copyright legislation through its inherent anachronism is more than smart lawyering or a neat joke. These attacks, based on file sharing and the morphing fluid forms of information (rather than contained text, printed, broadcast, or expressed through form in general), amount to a real breach in copyright’s capability to administer and protect information. That the corporations are so excited and scared of these new technologies of dissemination should come as no surprise. It should also not be seen, as some commentators wish to, as a completely new approach to the dissemination of culture. If copyright was originally intended to protect the rights of the publisher, the passing of the Act of Anne in 1709 introduced two new concepts – an author being the owner of copyright, and the principle of a fixed term of protection for published works. In 1734, William Hogarth, wanting to ensure profits would flow from his widely disseminated prints (which attracted many pirate copies), fought to have these protections extended to visual works. What is notable about all this is that in 1734 the concept of copyright both in literary and artistic works applied only to published or reproduced works. It would be over one hundred years later, in the Romantic period, that a broader protection to all artworks would be available (for example, paintings, sculpture, etc). Born primarily out of guild systems, the socio-political aspect of protection, although with a passing nod to the author, was primarily a commercial concern. These days the statute has muddied its primary purpose; commercial interest is conflated and confused with the moral rights of the author (which, it might be added, although first asserted in the International Berne Convention of 1886 were only ratified in Australia in December 2000). For instance, in a case such as Sony Entertainment (Australia) Ltd v Smith (2005), both parties in fact want the protection of copyright. On one day the DJ in question (Pee Wee Ferris) might be advertising himself through his DJ name as an appropriative, sampling artist-author, while at the same time, we might assume, wishing to protect his own rights as a recording artist. Alternatively, the authors of the various DeCSS code works want both the free flow of information which then results in a possible free flow of media content. Naturally, this does not sit well with the current lords of copyright: the corporations. The new open-source author works contrary to all copyright. Freed Slaves The model of the open source author is not without precedent. Historically, prior to copyright and the culture industry, this approach to authorship was the norm. The Roman poet Martial, known for his wit and gifts of poetry, wrote I commend to you, Quintianus, my little books – if I can call them mine when your poet recites them: if they complain of their harsh servitude, you should come forward as their champion and give your guarantees; and when he calls himself their master you should say they are mine and have been granted their freedom. If you shout this out three or four times, you will make their kidnapper (plagiario) feel ashamed of himself. Here of course the cultural producer is a landed aristocrat (a situation common to early Western poets such as Chaucer, Spencer and More). The poem, or work, exists in the economy of the gift. The author-function here is also not the same as in modern times but was based on the advantages of reputation and celebrity within the Roman court. Similarly other texts such as stories, songs and music were circulated, prior to print, in a primarily oral economy. Later, with the rise of the professional guild system in late medieval times, the patronage system did indeed pay artists, sometimes royal sums. However, this bursary was not so much for the work than for upkeep as members of the household holding a particular skill. The commercial aspect of the author as owner only became fully realised with the rise of the middle classes in the eighteenth and nineteenth century and led to the global adoption of the copyright regime as the culture industry’s sanction. Added to this, the author is now overwhelmingly a corporation, not an individual, which has expanded the utilisation of these statutes for commercial advantage to, perhaps, an unforeseen degree. To understand the file-sharing period, which we are now entering at full speed, we cannot be confused by notions found in the copyright acts; definitions based on copyright cannot adequately express a culture without commercial concerns. Perhaps the discussion needs to return to concepts that predate copyright, before the author-function (as suggested by Foucault) and before the notion of intellectual property. That we have returned to a gift economy for cultural products is easily understood in the context of file-sharing. But what of the author? Here the figure of the hacker suggests a movement towards such an archaic model where the author’s remuneration comes in the form of celebrity, or a reputation as an exciting innovator. Another model, which is perhaps more likely, is an understanding that certain material disseminated will be sold and administered under copyright for profit and that the excess will be quickly and efficiently disseminated with no profit and with no overall duration of protection. Such an amalgamated approach is exemplified by Radiohead’s Kid A album, which, although available for free downloads, was still profitable because the (anachronistic) printed version, with its cover and artwork, still sold by the millions. Perhaps cultural works, the slaves of the author-corporation, should be granted their freedom: freedom from servitude to a commercial master, freedom to be re-told rather than re-sold, with due attribution to the author the only payment. This is a Utopian idea perhaps, but no less a fantasy than the idea that the laws of copyright, born of the printing press, can evolve to match the economy today that they purport to control. When thinking about ownership and authorship today, it must be recalled that copyright itself has a history of useful fictions. References Michel Foucault; “What Is an Author?” Twentieth-Century Literary Theory. Eds. Vassilis Lambropoulos and David Neal Miller. Albany: State UP of New York, 1987. 124-42. “42 Ways to Distribute DeCSS.” 5 Jun. 2005 http://decss.zoy.org/>. Jeffreys v Boosey, 1854. Johansen, Jon Lech. So Sue Me. 5 Jun. 2005 http://www.nanocrew.net/blog/>. Citation reference for this article MLA Style Phillips, Dougal, and Oliver Watts. "Copyright, Print and Authorship in the Culture Industry." M/C Journal 8.2 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0506/06-phillipswatts.php>. APA Style Phillips, D., and O. Watts. (Jun. 2005) "Copyright, Print and Authorship in the Culture Industry," M/C Journal, 8(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0506/06-phillipswatts.php>.

Since the fall of the Berlin Wall, and most particularly since 9/11, the government of the United States has used its security services to enforce the order it desires for the world. The US government and its security services appreciate the importance of creating the ideological environment that allows them full-scope in their activities. To these ends they have turned to the movie industry which has not been slow in accommodating the purposes of the state. In establishing the parameters of the War Against Terror after 9/11, one of the Bush Administration’s first stops was Hollywood. White House strategist Karl Rove called what is now described as the Beverley Hills Summit on 19 November 2001 where top movie industry players including chairman of the Motion Picture Association of America, Jack Valenti met to discuss ways in which the movie industry could assist in the War Against Terror. After a ritual assertion of Hollywood’s independence, the movie industry’s powerbrokers signed up to the White House’s agenda: “that Americans must be called to national service; that Americans should support the troops; that this is a global war that needs a global response; that this is a war against evil” (Cooper 13). Good versus evil is, of course, a staple commodity for the movie industry but storylines never require the good guys to fight fair so with this statement the White House got what it really wanted: Hollywood’s promise to stay on the big picture in black and white while studiously avoiding the troubling detail in the exercise extra-judicial force and state-sanctioned murder. This is not to suggest that the movie industry is a monolithic ideological enterprise. Alternative voices like Mike Moore and Susan Sarandon still find space to speak. But the established economics of the scenario trade are too strong for the movie industry to resist: producers gain access to expensive weaponry to assist production if their story-lines are approved by Pentagon officials (‘Pentagon provides for Hollywood’); the Pentagon finances movie and gaming studios to provide original story formulas to keep their war-gaming relevant to emerging conditions (Lippman); and the Central Intelligence Agency’s “entertainment liaison officer” assists producers in story development and production (Gamson). In this context, the moulding of story-lines to the satisfaction of the Pentagon and CIA is not even an issue, and protestations of Hollywood’s independence is meaningless, as the movie industry pursues patriotic audiences at home and seeks to garner hearts and minds abroad. This is old history made new again. The Cold War in the 1950s saw movies addressing the disruption of world order not so much by Communists as by “others”: sci-fi aliens, schlock horror zombies, vampires and werewolves and mad scientists galore. By the 1960s the James Bond movie franchise, developed by MI5 operative Ian Fleming, saw Western secret agents ‘licensed to kill’ with the justification that such powers were required to deal with threats to world order, albeit by fanciful “others” such as the fanatical scientist Dr. No (1962). The Bond villains provide a catalogue of methods for the disruption of world order: commandeering atomic weapons and space flights, manipulating finance markets, mind control systems and so on. As the Soviet Union disintegrated, Hollywood produced a wealth of material that excused the paranoid nationalism of the security services through the hegemonic masculinity of stars such as Sylvester Stallone, Arnold Schwarzenegger, Steven Seagal and Bruce Willis (Beasley). Willis’s Die Hard franchise (1988/1990/1995) characterised US insouciance in the face of newly created terrorist threats. Willis personified the strategy of the Reagan, first Bush and Clinton administrations: a willingness to up the ante, second guess the terrorists and cower them with the display of firepower advantage. But the 1997 instalment of the James Bond franchise saw an important shift in expectations about the source of threats to world order. Tomorrow Never Dies features a media tycoon bent on world domination, manipulating the satellite feed, orchestrating conflicts and disasters in the name of ratings, market share and control. Having dealt with all kinds of Cold War plots, Bond is now confronted with the power of the media itself. As if to mark this shift, Austin Powers: International Man of Mystery (1997) made a mockery of the creatively bankrupt conventions of the spy genre. But it was the politically corrupt use to which the security services could be put that was troubling a string of big-budget filmmakers in the late 90s. In Enemy of the State (1998), an innocent lawyer finds himself targeted by the National Security Agency after receiving evidence of a political murder motivated by the push to extend the NSA’s powers. In Mercury Rising (1998), a renegade FBI agent protects an autistic boy who cracks a top-secret government code and becomes the target for assassins from an NSA-like organisation. Arlington Road (1999) features a college professor who learns too much about terrorist organisations and has his paranoia justified when he becomes the target of a complex operation to implicate him as a terrorist. The attacks on September 11 and subsequent Beverley Hills Summit had a major impact on movie product. Many film studios edited films (Spiderman) or postponed their release (Schwarzenegger’s Collateral Damage) where they were seen as too close to actual events but insufficiently patriotic (Townsend). The Bond franchise returned to its staple of fantastical villains. In Die Another Day (2002), the bad guy is a billionaire with a laser cannon. The critical perspective on the security services disappeared overnight. But the most interesting development has been how fantasy has become the key theme in a number of franchises dealing with world order that have had great box-office success since 9/11, particularly Lord of the Rings (2001/2/3) and Harry Potter (2001/2/4). While deeply entrenched in the fantasy genre, each of these franchises also addresses security issues: geo-political control in the Rings franchise; the subterfuges of the Ministry for Muggles in the _Potter _franchise. Looking at world order through the supernatural lens has particular appeal to audiences confronted with everyday threats. These fantasies follow George Bush’s rhetoric of the “axis of evil” in normalising the struggle for world order in term of black and white with the expectation that childish innocence and naïve ingenuity will prevail. Only now with three years hindsight since September 11 can we begin to see certain amount of self-reflection by disenchanted security staff return to the cinema. In Man on Fire (2004) the burned-out ex-CIA assassin has given up on life but regains some hope while guarding a child only to have everything disintegrate when the child is killed and he sets out on remorseless revenge. Spartan (2004) features a special forces officer who fails to find a girl and resorts to remorseless revenge as he becomes lost in a maze of security bureaucracies and chance events. Security service personnel once again have their doubts but only find redemption in violence and revenge without remorse. From consideration of films before and after September 11, it becomes apparent that the movie industry has delivered on their promises to the Bush administration. The first response has been the shift to fantasy that, in historical terms, will be seen as akin to the shift to musicals in the Depression. The flight to fantasy makes the point that complex situations can be reduced to simple moral decisions under the rubric of good versus evil, which is precisely what the US administration requested. The second, more recent response has been to accept disenchantment with the personal costs of the War on Terror but still validate remorseless revenge. Quentin Tarantino’s Kill Bill franchise (2003/4) seeks to do both. Thus the will to world order being fought out in the streets of Iraq is sublimated into fantasy or excused as a natural response to a world of violence. It is interesting to note that television has provided more opportunities for the productive consideration of world order and the security services than the movies since September 11. While programs that have had input from the CIA’s “entertainment liaison officer” such as teen-oriented, Buffy-inspired Alias and quasi-authentic The Agency provide a no-nonsense justification for the War on Terror (Gamson), others such as 24, West Wing _and _Threat Matrix have confronted the moral problems of torture and murder in the War on Terrorism. 24 uses reality TV conventions of real-time plot, split screen exposition, unexpected interventions and a close focus on personal emotions to explore the interactions between a US President and an officer in the Counter Terrorism Unit. The CTU officer does not hesitate to summarily behead a criminal or kill a colleague for operational purposes and the president takes only a little longer to begin torturing recalcitrant members of his own staff. Similarly, the president in West Wing orders the extra-judicial death of a troublesome player and the team in Threat Matrix are ready to exceeded their powers. But in these programs the characters struggle with the moral consequences of their violent acts, particularly as family members are drawn into the plot. A running theme of Threat Matrix is the debate within the group of their choices between gung-ho militarism and peaceful diplomacy: the consequences of a simplistic, hawkish approach are explored when an Arab-American college professor is wrongfully accused of supporting terrorists and driven towards the terrorists because of his very ordeal of wrongful accusation. The world is not black and white. Almost half the US electorate voted for John Kerry. Television still must cater for liberal, and wealthy, demographics who welcome the extended format of weekly television that allows a continuing engagement with questions of good or evil and whether there is difference between them any more. Against the simple world view of the Bush administration we have the complexities of the real world. References Beasley, Chris. “Reel Politics.” Australian Political Studies Association Conference, University of Adelaide, 2004. Cooper, Marc. “Lights! Cameras! Attack!: Hollywood Enlists.” The Nation 10 December 2001: 13-16. Gamson, J. “Double Agents.” The American Prospect 12.21 (3 December 2001): 38-9. Lippman, John. “Hollywood Casts About for a War Role.” Wall Street Journal 9 November 2001: A1. “Pentagon Provides for Hollywood.” USA Today 29 March 2001. http://www.usatoday.com/life/movies/2001-05-17-pentagon-helps-hollywood.htm>. Townsend, Gary. “Hollywood Uses Selective Censorship after 9/11.” e.press 12 December 2002. http://www.scc.losrios.edu/~express/021212hollywood.html>. Citation reference for this article MLA Style Stockwell, Stephen. "The Manufacture of World Order: The Security Services and the Movie Industry." M/C Journal 7.6 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0501/10-stockwell.php>. APA Style Stockwell, S. (Jan. 2005) "The Manufacture of World Order: The Security Services and the Movie Industry," M/C Journal, 7(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0501/10-stockwell.php>.

As Lewis Carroll’s Alice comes to the end of her journey through the looking glass world, she has also come to the end of her patience with its strange power games and arbitrations. At every stage of the adventure, she has encountered someone who wants to dictate rules and protocols, and a lesson on table manners from the Red Queen finally triggers rebellion. “I can’t stand this any more,” Alice cries, as she seizes the tablecloth and hurls the entire setting into chaos (279). Then, catching hold of the Red Queen, she gives her a good shaking, until the rigid contours of the imperious figure become fuzzy and soft. At this point, the hold of the dream dissolves and Alice, awakening on the other side of the mirror, realises she is shaking the kitten. Queens have long been associated with ideas of transformation. As Alice is duly advised when she first looks out across the chequered landscape of the looking glass world, the rules of chess decree that a pawn may become a queen if she makes it to the other side. The transformation of pawn to queen is in accord with the fairy tale convention of the unspoiled country girl who wins the heart of a prince and is crowned as his bride. This works in a dual register: on one level, it is a story of social elevation, from the lowest to the highest rank; on another, it is a magical transition, as some agent of fortune intervenes to alter the determinations of the social world. But fairy tales also present us with the antithesis and adversary of the fortune-blessed princess, in the figure of the tyrant queen who works magic to shape destiny to her own ends. The Queen and the mirror converge in the cultural imaginary, working transformations that disrupt the order of nature, invert socio-political hierarchies, and flout the laws of destiny. In “Snow White,” the powers of the wicked queen are mediated by the looking glass, which reflects and affirms her own image while also serving as a panopticon, keep the entire realm under surveillance, to pick up any signs of threat to her pre-eminence. All this turbulence in the order of things lets loose a chaotic phantasmagoria that is prime material for film and animation. Two major film versions of “Snow White” have been released in the past few years—Mirror Mirror (2012) and Snow White and the Huntsman (2012)—while Tim Burton’s animated 3D rendition of Alice in Wonderland was released in 2010. Alice through the Looking Glass (2016) and The Huntsman: Winter’s War, the 2016 prequel to Snow White and the Huntsman, continue the experiment with state-of-the-art-techniques in 3D animation and computer-generated imaging to push the visual boundaries of fantasy. Perhaps this escalating extravagance in the creation of fantasy worlds is another manifestation of the ancient lore and law of sorcery: that the magic of transformation always runs out of control, because it disrupts the all-encompassing design of an ordered world. This principle is expressed with poetic succinctness in Ursula Le Guin’s classic story A Wizard of Earthsea, when the Master Changer issues a warning to his most gifted student: But you must not change one thing, one pebble, one grain of sand, until you know what good and evil will follow on that act. The world is in balance, in Equilibrium. A wizard's power of Changing and Summoning can shake the balance of the world. It is dangerous, that power. (48)In Le Guin’s story, transformation is only dangerous if it involves material change; illusions of all kinds are ultimately harmless because they are impermanent.Illusions mediated by the mirror, however, blur the distinction Le Guin is making, for the mirror image supposedly reflects a real world. And it holds the seductive power of a projected narcissism. Seeing what we wish for is an experience that can hold us captive in a way that changes human nature, and so leads to dangerous acts with material consequences. The queen in the mirror becomes the wicked queen because she converts the world into her image, and in traditions of animation going back to Disney’s original Snow White (1937) the mirror is itself an animate being, with a spirit whose own determinations become paramount. Though there are exceptions in the annals of fairy story, powers of transformation are typically dark powers, turbulent and radically elicit. When they are mediated through the agency of the mirror, they are also the powers of narcissism and autocracy. Through a Glass DarklyIn her classic cultural history of the mirror, Sabine Melchior-Bonnet tracks a duality in the traditions of symbolism associated with it. This duality is already evident in Biblical allusions to the mirror, with references to the Bible itself as “the unstained mirror” (Proverbs 7.27) counterpointed by images of the mortal condition as one of seeing “through a glass darkly” (1 Corinthians 13.12).The first of these metaphoric conventions celebrates the crystalline purity of a reflecting surface that reveals the spiritual identity beneath the outward form of the human image. The church fathers drew on Plotinus to evoke “a whole metaphysics of light and reflection in which the visible world is the image of the invisible,” and taught that “humans become mirrors when they cleanse their souls (Melchior-Bonnet 109–10). Against such invocations of the mirror as an intermediary for the radiating presence of the divine in the mortal world, there arises an antithetical narrative, in which it is portrayed as distorting, stained, and clouded, and therefore an instrument of delusion. Narcissus becomes the prototype of the human subject led astray by the image itself, divorced from material reality. What was the mirror if not a trickster? Jean Delumeau poses this question in a preface to Melchior-Bonnet’s book (xi).Through the centuries, as Melchior-Bonnet’s study shows, these two strands are interwoven in the cultural imaginary, sometimes fused, and sometimes torn asunder. With Venetian advances in the techniques and technologies of mirror production in the late Renaissance, the mirror gained special status as a possession of pre-eminent beauty and craftsmanship, a means by which the rich and powerful could reflect back to themselves both the self-image they wanted to see, and the world in the background as a shimmering personal aura. This was an attempt to harness the numinous influence of the divinely radiant mirror in order to enhance the superiority of leading aristocrats. By the mid seventeenth century, the mirror had become an essential accessory to the royal presence. Queen Anne of Austria staged a Queen’s Ball in 1633, in a hall surrounded by mirrors and tapestries. The large, finely polished mirror panels required for this kind of display were made exclusively by craftsmen at Murano, in a process that, with its huge furnaces, its alternating phases of melting and solidifying, its mysterious applications of mercury and silver, seemed to belong to the transformational arts of alchemy. In 1664, Louis XIV began to steal unique craftsmen from Murano and bring them to France, to set up the Royal Glass and Mirror Company whose culminating achievement was the Hall of Mirrors at Versailles.The looking glass world of the palace was an arena in which courtiers and visitors engaged in the high-stakes challenge of self-fashioning. Costume, attitude, and manners were the passport to advancement. To cut a figure at court was to create an identity with national and sometimes international currency. It was through the art of self-fashioning that the many princesses of Europe, and many more young women of title and hereditary distinction, competed for the very few positions as consort to the heir of a royal house. A man might be born to be king, but a woman had to become a queen.So the girl who would be queen looks in the mirror to assess her chances. If her face is her fortune, what might she be? A deep relationship with the mirror may serve to enhance her beauty and enable her to realise her wish, but like all magical agents, the mirror also betrays anyone with the hubris to believe they are in control of it. In the Grimm’s story of “Snow White,” the Queen practises the ancient art of scrying, looking into a reflective surface to conjure images of things distant in time and place. But although the mirror affords her the seer’s visionary capacity to tell what will be, it does not give her the power to control the patterns of destiny. Driven to attempt such control, she must find other magic in order to work the changes she desires, and so she experiments with spells of self-transformation. Here the doubleness of the mirror plays out across every plane of human perception: visual, ethical, metaphysical, psychological. A dynamic of inherent contradiction betrays the figure who tries to engage the mirror as a servant. Disney’s original 1937 cartoon shows the vain Queen brewing an alchemical potion that changes her into the very opposite of all she has sought to become: an ugly, ill-dressed, and impoverished old woman. This is the figure who can win and betray trust from the unspoiled princess to whom the arts of self-fashioning are unknown. In Tarsem Singh’s film Mirror Mirror, the Queen actually has two mirrors. One is a large crystal egg that reflects back a phantasmagoria of palace scenes; the other, installed in a primitive hut on an island across the lake, is a simple looking glass that shows her as she really is. Snow White and the Huntsman portrays the mirror as a golden apparition, cloaked and faceless, that materialises from within the frame to stand before her. This is not her reflection, but with every encounter, she takes on more of its dark energies, until, in another kind of reversal, she becomes its image and agent in the wider world. As Ursula Le Guin’s sage teaches the young magician, magic has its secret economies. You pay for what you get, and the changes wrought will come back at you in ways you would never have foreseen. The practice of scrying inevitably leads the would-be clairvoyant into deeper levels of obscurity, until the whole world turns against the seer in a sequence of manifestations entirely contrary to his or her framework of expectation. Ultimately, the lesson of the mirror is that living in obscurity is a defining aspect of the human condition. Jorge Luis Borges, the blind writer whose work exhibits a life-long obsession with mirrors, surveys a range of interpretations and speculations surrounding the phrase “through a glass darkly,” and quotes this statement from Leon Bloy: “There is no human being on earth capable of declaring with certitude who he is. No one knows what he has come into this world to do . . . or what his real name is, his enduring Name in the register of Light” (212).The mirror will never really tell you who you are. Indeed, its effects may be quite the contrary, as Alice discovers when, within a couple of moves on the looking glass chessboard, she finds herself entering the wood of no names. Throughout her adventures she is repeatedly interrogated about who or what she is, and can give no satisfactory answer. The looking glass has turned her into an estranged creature, as bizarre a species as any of those she encounters in its landscapes.Furies“The furies are at home in the mirror,” wrote R. S. Thomas in his poem “Reflections” (265). They are the human image gone haywire, the frightening other of what we hope to see in our reflection. As the mirror is joined by technologies of the moving image in twentieth-century evolutions of the myth, the furies have been given a new lease of life on the cinema screen. In Disney’s 1937 cartoon of Snow White, the mirror itself has the face of a fury, which emerges from a pool of blackness like a death’s head before bringing the Queen’s own face into focus. As its vision comes into conflict with hers, threatening the dissolution of the world over which she presides, the mirror’s face erupts into fire.Computer-generated imaging enables an expansive response to the challenges of visualisation associated with the original furies of classical mythology. The Erinyes are unstable forms, arising from liquid (blood) to become semi-materialised in human guise, always ready to disintegrate again. They are the original undead, hovering between mortal embodiment and cadaverous decay. Tearing across the landscape as a flock of birds, a swarm of insects, or a mass of storm clouds, they gather into themselves tremendous energies of speed and motion. The 2012 film Snow White and the Huntsman, directed by Rupert Sanders, gives us the strongest contemporary realisation of the archaic fury. Queen Ravenna, played by Charlize Theron, is a virtuoso of the macabre, costumed in a range of metallic exoskeletons and a cloak of raven’s feathers, with a raised collar that forms two great black wings either side of her head. Powers of dematerialisation and rematerialisation are central to her repertoire. She undergoes spectacular metamorphosis into a mass of shrieking birds; from the walls around her she conjures phantom soldiers that splinter into shards of black crystal when struck by enemy swords. As she dies at the foot of the steps leading up to the great golden disc of her mirror, her face rapidly takes on the great age she has disguised by vampiric practices.Helena Bonham Carter as the Red Queen in Burton’s Alice in Wonderland is a figure midway between Disney’s fairy tale spectre and the fully cinematic register of Theron’s Ravenna. Bonham Carter’s Queen, with her accentuated head and pantomime mask of a face, retains the boundaries of form. She also presides over a court whose visual structures express the rigidities of a tyrannical regime. Thus she is no shape-shifter, but energies of the fury are expressed in her voice, which rings out across the presence chamber of the palace and reverberates throughout the kingdom with its calls for blood. Alice through the Looking Glass, James Bobin’s 2016 sequel, puts her at the centre of a vast destructive force field. Alice passes through the mirror to encounter the Lord of Time, whose eternal rule must be broken in order to break the power of the murdering Queen; Alice then opens a door and tumbles in free-fall out into nothingness. The place where she lands is a world not of daydream but of nightmare, where everything will soon be on fire, as the two sides in the chess game advance towards each other for the last battle. This inflation of the Red Queen’s macabre aura and impact is quite contrary to what Lewis Carroll had in mind for his own sequel. In some notes about the stage adaptation of the Alice stories, he makes a painstaking distinction between the characters of the queen in his two stories.I pictured to myself the Queen of Hearts as a sort of embodiment of ungovernable passion—a blind and aimless Fury. The Red Queen I pictured as a Fury, but of another type; her passion must be cold and calm—she must be formal and strict, yet not unkindly; pedantic to the 10th degree, the concentrated essence of governesses. (86)Yet there is clearly a temptation to erase this distinction in dramatisations of Alice’s adventures. Perhaps the Red Queen as a ‘not unkindly’ governess is too restrained a persona for the psychodynamic mythos surrounding the queen in the mirror. The image itself demands more than Carroll wants to accord, and the original Tenniel illustrations give a distinctly sinister look to the stern chess queen. In their very first encounter, the Red Queen contradicts every observation Alice makes, confounds the child’s sensory orientation by inverting the rules of time and motion, and assigns her the role of pawn in the game. Kafka or Orwell would not have been at all relaxed about an authority figure who practises mind control, language management, and identity reassignment. But here Carroll offers a brilliant modernisation of the fairy story tradition. Under the governance of the autocratic queen, wonderland and the looking glass world are places in which the laws of science, logic, and language are overturned, to be replaced by the rules of the queen’s games: cards and croquet in the wonderland, and chess in the looking glass world. Alice, as a well-schooled Victorian child, knows something of these games. She has enough common sense to be aware of how the laws of gravity and time and motion are supposed to work, and if she boasts of being able to believe six impossible things before breakfast, this signifies that she has enough logic to understand the limits of possibility. She would also have been taught about species and varieties and encouraged to make her own collections of natural forms. But the anarchy of the queen’s world extends into the domain of biology: species of all kinds can talk, bodies dissolve or change size, and transmutations occur instantaneously. Thus the world-warping energies of the Erinyes are re-imagined in an absurdist’s challenge to the scientist’s universe and the logician’s mentality.Carroll’s instinct to tame the furies is in accord with the overall tone and milieu of his stories, which are works of quirky charm rather than tales of terror, but his two queens are threatening enough to enable him to build the narrative to a dramatic climax. For film-makers and animators, though, it is the queen who provides the dramatic energy and presence. There is an over-riding temptation to let loose the pandemonium of the original Erinyes, exploiting their visual terror and their classical association with metamorphosis. FashioningThere is some sociological background to the coupling of the queen and the mirror in fairy story. In reality, the mirror might assist an aspiring princess to become queen by enchanting the prince who was heir to the throne, but what was the role of the looking glass once she was crowned? Historically, the self-imaging of the queen has intense and nervous resonances, and these can be traced back to Elizabeth I, whose elaborate persona was fraught with newly interpreted symbolism. Her portraits were her mirrors, and they reflect a figure in whom the qualities of radiance associated with divinity were transferred to the human monarch. Elizabeth developed the art of dressing herself in wearable light. If she lacked for a halo, she made up for it with the extravagant radiata of her ruffs and the wreaths of pearls around her head. Pearls in mediaeval poetry carried the mystique of a luminous microcosm, but they were also mirrors in themselves, each one a miniature reflecting globe. The Ditchely portrait of 1592 shows her standing as a colossus between heaven and earth, with the changing planetary light cycle as background. This is a queen who rules the world through the mediation of her own created image. It is an inevitable step from here to a corresponding intervention in the arrangement of the world at large, which involves the armies and armadas that form the backdrop to her other great portraits. And on the home front, a regime of terror focused on regular public decapitations and other grisly executions completes the strategy to remaking the world according to her will. Renowned costume designer Eiko Ishioka created an aesthetic for Mirror Mirror that combines elements of court fashion from the Elizabethan era and the French ancien régime, with allusions to Versailles. Formality and mannerism are the keynotes for the palace scenes. Julia Roberts as the Queen wears a succession of vast dresses that are in defiance of human scale and proportion. Their width at the hem is twice her height, and 100,000 Svarovski crystals were used for their embellishment. For the masked ball scene, she makes her entry as a scarlet peacock with a high arching ruff of pure white feathers. She amuses herself by arranging her courtiers as pieces on a chess-board. So stiffly attired they can barely move more than a square at a time, and with hats surmounted by precariously balanced ships, they are a mock armada from which the Queen may sink individual vessels on a whim, by ordering a fatal move. Snow White and the Huntsman takes a very different approach to extreme fashioning. Designer Colleen Atwood suggests the shape-shifter in the Queen’s costumes, incorporating materials evoking a range of species: reptile scales, fluorescent beetle wings from Thailand, and miniature bird skulls. There is an obvious homage here to the great fashion designer Alexander McQueen, whose hallmark was a fascination with the organic costuming of creatures in feathers, fur, wool, scales, shells, and fronds. Birds were everywhere in McQueen’s work. His 2006 show Widows of Culloden featured a range of headdresses that made the models look as if they had just walked through a flock of birds in full flight. The creatures were perched on their heads with outstretched wings askance across the models’ faces, obscuring their field of vision. As avatars from the spirit realm, birds are emblems of otherness, and associated with metempsychosis, the transmigration of souls. These resonances give a potent mythological aura to Theron’s Queen of the dark arts.Mirror Mirror and Snow White and the Huntsman accordingly present strikingly contrasted versions of self-fashioning. In Mirror Mirror we have an approach driven by traditions of aristocratic narcissism and courtly persona, in which form is both rigid and extreme. The Queen herself, far from being a shape-shifter, is a prisoner of the massive and rigid architecture that is her costume. Snow White and the Huntsman gives us a more profoundly magical interpretation, where form is radically unstable, infused with strange energies that may at any moment manifest themselves through violent transformation.Atwood was also costume designer for Burton’s Alice in Wonderland, where an invented framing story foregrounds the issue of fashioning as social control. Alice in this version is a young woman, being led by her mother to a garden party where a staged marriage proposal is to take place. Alice, as the social underling in the match, is simply expected to accept the honour. Instead, she escapes the scene and disappears down a rabbit hole to return to the wonderland of her childhood. In a nice comedic touch, her episodes of shrinking and growing involve an embarrassing separation from her clothes, so divesting her also of the demure image of the Victorian maiden. Atwood provides her with a range of fantasy party dresses that express the free spirit of a world that is her refuge from adult conformity.Alice gets to escape the straitjacket of social formation in Carroll’s original stories by overthrowing the queen’s game, and with it her micro-management of image and behaviour. There are other respects, though, in which Alice’s adventures are a form of social and moral fashioning. Her opening reprimand to the kitten includes some telling details about her own propensities. She once frightened a deaf old nurse by shouting suddenly in her ear, “Do let’s pretend that I’m a hungry hyaena and you’re a bone!” (147). Playing kings and queens is one of little Alice’s favourite games, and there is more than a touch of the Red Queen in the way she bosses and manages the kitten. It is easy to laud her impertinence in the face of the tyrannical characters she meets in her fantasies, but does she risk becoming just like them?As a story of moral self-fashioning, Alice through the Looking Glass cuts both ways. It is at once a critique of the Victorian social straitjacket, and a child’s fable about self-improvement. To be accorded the status of queen and with it the freedom of the board is also to be invested with responsibilities. If the human girl is the queen of species, how will she measure up? The published version of the story excludes an episode known to editors as “The Wasp in a Wig,” an encounter that takes place as Alice reaches the last ditch before the square upon which she will be crowned. She is about to jump the stream when she hears a sigh from woods behind her. Someone here is very unhappy, and she reasons with herself about whether there is any point in stopping to help. Once she has made the leap, there will be no going back, but she is reluctant to delay the move, as she is “very anxious to be a Queen” (309). The sigh comes from an aged creature in the shape of a wasp, who is sitting in the cold wind, grumbling to himself. Her kind enquiries are greeted with a succession of waspish retorts, but she persists and does not leave until she has cheered him up. The few minutes devoted “to making the poor old creature comfortable,” she tells herself, have been well spent.Read in isolation, the episode is trite and interferes with the momentum of the story. Carroll abandoned it on the advice of his illustrator John Tenniel, who wrote to say it didn’t interest him in the least (297). There is interest of another kind in Carroll’s instinct to arrest Alice’s momentum at that critical stage, with what amounts to a small morality tale, but Tenniel’s instinct was surely right. The mirror as a social object is surrounded by traditions of self-fashioning that are governed by various modes of conformity: moral, aesthetic, political. Traditions of myth and fantasy allow wider imaginative scope for the role of the mirror, and by association, for inventive speculation about human transformation in a world prone to extraordinary upheavals. ReferencesBorges, Jorge Luis. “Mirrors of Enigma.” Labyrinths: Selected Stories and Other Writings. Eds. Donald A. Yates and James Irby. New York: New Directions, 2007. 209–12. Carroll, Lewis. Alice through the Looking Glass. In The Annotated Alice. Ed. Martin Gardner. London: Penguin, 2000.The King James Bible.Le Guin, Ursula. The Earthsea Quartet. London: Penguin, 2012.Melchior-Bonnet, Sabine. The Mirror: A History. Trans. Katherine H. Jewett. London: Routledge, 2014.Thomas, R.S. “Reflections.” No Truce with the Furies, Collected Later Poems 1988–2000. Hexham, Northumberland: Bloodaxe, 2011.

The brand began, quite literally, as a method for ranchers to identify their cattle. By burning a distinct symbol into the hide of a baby calf, the owner could insure that if it one day wandered off his property or was stolen by a competitor, he’d be able to point to that logo and claim the animal as his rightful property. When the manufacturers of products adopted the brand as a way of guaranteeing the quality of their goods, its function remained pretty much the same. Buying a package of oats with the Quaker label meant the customer could trace back these otherwise generic oats to their source. If there was a problem, he knew where he could turn. More important, if the oats were of satisfactory or superior quality, he knew where he could get them again. Trademarking a brand meant that no one else could call his oats Quaker. Advertising in this innocent age simply meant publicizing the existence of one’s brand. The sole objective was to increase consumers awareness of the product or company that made it. Those who even thought to employ specialists for the exclusive purpose of writing ad copy hired newspaper reporters and travelling salesmen, who knew how to explain the attributes of an item in words that people tended to remember. It wasn’t until 1922 that a preacher and travelling “medicine show” salesman-turned-copywriter named Claude Hopkins decided that advertising should be systematized into a science. His short but groundbreaking book Scientific Advertising proposed that the advertisement is merely a printed extension of the salesman¹s pitch and should follow the same rules. Hopkins believed in using hard descriptions over hype, and text over image: “The more you tell, the more you sell” and “White space is wasted space” were his mantras. Hopkins believed that any illustrations used in an ad should be directly relevant to the product itself, not just a loose or emotional association. He insisted on avoiding “frivolity” at all costs, arguing that “no one ever bought from a clown.” Although some images did appear in advertisements and on packaging as early as the 1800s - the Quaker Oats man showed up in 1877 - these weren¹t consciously crafted to induce psychological states in customers. They were meant just to help people remember one brand over another. How better to recall the brand Quaker than to see a picture of one? It wasn’t until the 1930s, 1940s, and 1950s, as Americans turned toward movies and television and away from newspapers and radio, that advertisers’ focus shifted away from describing their brands and to creating images for them. During these decades, Midwestern adman Leo Burnett concocted what is often called the Chicago school of advertising, in which lovable characters are used to represent products. Green Giant, which was originally just the Minnesota Valley Canning Company’s code name for an experimental pea, became the Jolly Green Giant in young Burnett’s world of animated characters. He understood that the figure would make a perfect and enticing brand image for an otherwise boring product and could also serve as a mnemonic device for consumers. As he watched his character grow in popularity, Burnett discovered that the mythical figure of a green giant had resonance in many different cultures around the world. It became a kind of archetype and managed to penetrate the psyche in more ways than one. Burnett was responsible for dozens of character-based brand images, including Tony the Tiger, Charlie the Tuna, Morris the Cat, and the Marlboro Man. In each case, the character creates a sense of drama, which engages the audience in the pitch. This was Burnett’s great insight. He still wanted to sell a product based on its attributes, but he knew he had to draw in his audience using characters. Brand images were also based on places, like Hidden Valley Ranch salad dressing, or on recognizable situations, such as the significant childhood memories labelled “Kodak moments” or a mother nurturing her son on a cold day, a defining image for Campbell’s soup. In all these cases, however, the moment, location, or character went only so far as to draw the audience into the ad, after which they would be subjected to a standard pitch: ‘Soup is good food’, or ‘Sorry, Charlie, only the best tuna get to be Starkist’. Burnett saw himself as a homespun Midwesterner who was contributing to American folklore while speaking in the plain language of the people. He took pride in the fact that his ads used words like “ain’t”; not because they had some calculated psychological effect on the audience, but because they communicated in a natural, plainspoken style. As these methods found their way to Madison Avenue and came to be practiced much more self-consciously, Burnett¹s love for American values and his focus on brand attributes were left behind. Branding became much more ethereal and image-based, and ads only occasionally nodded to a product’s attributes. In the 1960s, advertising gurus like David Ogilvy came up with rules about television advertising that would have made Claude Hopkins shudder. “Food in motion” dictated that food should always be shot by a moving camera. “Open with fire” meant that ads should start in a very exciting and captivating way. Ogilvy told his creatives to use supers - text superimposed on the screen to emphasize important phrases and taglines. All these techniques were devised to promote brand image, not the product. Ogilvy didn’t believe consumers could distinguish between products were it not for their images. In Ogilvy on Advertising, he explains that most people cannot tell the difference between their own “favourite” whiskey and the closest two competitors’: ‘Have they tried all three and compared the taste? Don¹t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn¹t the whiskey they choose, it’s the image. The brand image is ninety percent of what the distiller has to sell.’ (Ogilvy, 1993). Thus, we learned to “trust our car to the man who wears the star” not because Texaco had better gasoline than Shell, but because the company’s advertisers had created a better brand image. While Burnett and his disciples were building brand myths, another school of advertisers was busy learning about its audience. Back in the 1920s, Raymond Rubicam, who eventually founded the agency Young and Rubicam, thought it might be interesting to hire a pollster named Dr. Gallup from Northwestern University to see what could be gleaned about consumers from a little market research. The advertising industry’s version of cultural anthropology, or demographics, was born. Like the public-relations experts who study their target populations in order to manipulate them later, marketers began conducting polls, market surveys, and focus groups on the segments of the population they hoped to influence. And to draw clear, clean lines between demographic groups, researchers must almost always base distinctions on four factors: race, age, sex, and wages. Demographic research is reductionist by design. I once consulted to an FM radio station whose station manager wanted to know, “Who is our listener?” Asking such a question reduces an entire listenership down to one fictional person. It’s possible that no single individual will ever match the “customer profile” meant to apply to all customers, which is why so much targeted marketing often borders on classist, racist, and sexist pandering. Billboards for most menthol cigarettes, for example, picture African-Americans because, according to demographic research, black people prefer them to regular cigarettes. Microsoft chose Rolling Stones songs to launch Windows 95, a product targeted at wealthy baby boomers. “The Women’s Global Challenge” was an advertising-industry-created Olympics for women, with no purpose other than to market to active females. By the 1970s, the two strands of advertising theory - demographic research and brand image - were combined to develop campaigns that work on both levels. To this day, we know to associate Volvos with safety, Dr. Pepper with individuality, and Harley-Davidson with American heritage. Each of these brand images is crafted to appeal to the target consumer’s underlying psychological needs: Volvo ads are aimed at upper-middle-class white parents who fear for their children’s health and security, Dr. Pepper is directed to young nonconformists, and the Harley-Davidson image supports its riders’ self-perception as renegades. Today’s modern (or perhaps postmodern) brands don’t invent a corporate image on their own; they appropriate one from the media itself, such as MetLife did with Snoopy, Butterfinger did with Bart Simpson, or Kmart did by hiring Penny Marshall and Rosie O’Donnell. These mascots were selected because their perceived characteristics match the values of their target consumers - not the products themselves. In the language of today’s marketers, brand images do not reflect on products but on advertisers’ perceptions of their audiences’ psychology. This focus on audience composition and values has become the standard operating procedure in all of broadcasting. When Fox TV executives learned that their animated series “King of the Hill”, about a Texan propane distributor, was not faring well with certain demographics, for example, they took a targeted approach to their character’s rehabilitation. The Brandweek piece on Fox’s ethnic campaign uncomfortably dances around the issue. Hank Hill is the proverbial everyman, and Fox wants viewers to get comfortable with him; especially viewers in New York, where “King of the Hill”’s homespun humor hasn’t quite caught on with the young urbanites. So far this season, the show has pulled in a 10.1 rating/15 share in households nationally, while garnering a 7.9 rating/12 share in New York (Brandweek, 1997) As far as Fox was concerned, while regular people could identify with the network’s new “everyman” character, New Yorkers weren’t buying his middle-American patter. The television show’s ratings proved what TV executives had known all along: that New York City’s Jewish demographic doesn’t see itself as part of the rest of America. Fox’s strategy for “humanizing” the character to those irascible urbanites was to target the group’s ethnographic self-image. Fox put ads for the show on the panels of sidewalk coffee wagons throughout Manhattan, with the tagline “Have a bagel with Hank”. In an appeal to the target market’s well-developed (and well-researched) cynicism, Hank himself is shown saying, “May I suggest you have that with a schmear”. The disarmingly ethnic humor here is meant to underscore the absurdity of a Texas propane salesman using a Jewish insider’s word like “schmear.” In another Upper West Side billboard, Hank’s son appeals to the passing traffic: “Hey yo! Somebody toss me up a knish!” As far as the New York demographic is concerned, these jokes transform the characters from potentially threatening Southern rednecks into loveable hicks bending over backward to appeal to Jewish sensibilities, and doing so with a comic and, most important, nonthreatening inadequacy. Today, the most intensely targeted demographic is the baby - the future consumer. Before an average American child is twenty months old, he can recognize the McDonald’s logo and many other branded icons. Nearly everything a toddler encounters - from Band-Aids to underpants - features the trademarked characters of Disney or other marketing empires. Although this target market may not be in a position to exercise its preferences for many years, it pays for marketers to imprint their brands early. General Motors bought a two-page ad in Sports Illustrated for Kids for its Chevy Venture minivan. Their brand manager rationalized that the eight-to-fourteen-year-old demographic consists of “back-seat consumers” (Leonhardt, 1997). The real intention of target marketing to children and babies, however, goes deeper. The fresh neurons of young brains are valuable mental real estate to admen. By seeding their products and images early, the marketers can do more than just develop brand recognition; they can literally cultivate a demographic’s sensibilities as they are formed. A nine-year-old child who can recognize the Budweiser frogs and recite their slogan (Bud-weis-er) is more likely to start drinking beer than one who can remember only Tony the Tiger yelling, “They¹re great!” (Currently, more children recognize the frogs than Tony.) This indicates a long-term coercive strategy. The abstraction of brand images from the products they represent, combined with an increasing assault on our demographically targeted psychological profiles, led to some justifiable consumer paranoia by the 1970s. Advertising was working on us in ways we couldn’t fully understand, and people began to look for an explanation. In 1973, Wilson Bryan Key, a communications researcher, wrote the first of four books about “subliminal advertising,” in which he accused advertisers of hiding sexual imagery in ice cubes, and psychoactive words like “sex” onto the airbrushed surfaces of fashion photographs. Having worked on many advertising campaigns from start to finish, in close proximity to everyone from copywriters and art directors to printers, I can comfortably put to rest any rumours that major advertising agencies are engaging in subliminal campaigns. How do images that could be interpreted as “sexual” show up in ice cubes or elbows? The final photographs chosen for ads are selected by committee out of hundreds that are actually shot. After hours or days of consideration, the group eventually feels drawn to one or two photos out of the batch. Not surprising, these photos tend to have more evocative compositions and details, but no penises, breasts, or skulls are ever superimposed onto the images. In fact, the man who claims to have developed subliminal persuasion, James Vicary, admitted to Advertising Age in 1984 that he had fabricated his evidence that the technique worked in order to drum up business for his failing research company. But this confession has not assuaged Key and others who relentlessly, perhaps obsessively, continue to pursue those they feel are planting secret visual messages in advertisements. To be fair to Key, advertisers have left themselves open to suspicion by relegating their work to the abstract world of the image and then targeting consumer psychology so deliberately. According to research by the Roper Organization in 1992, fifty-seven percent of American consumers still believe that subliminal advertising is practiced on a regular basis, and only one in twelve think it “almost never” happens. To protect themselves from the techniques they believe are being used against them, the advertising audience has adopted a stance of cynical suspicion. To combat our increasing awareness and suspicion of demographic targeting, marketers have developed a more camouflaged form of categorization based on psychological profiles instead of race and age. Jim Schroer, the executive director of new marketing strategy at Ford explains his abandonment of broad-demographic targeting: ‘It’s smarter to think about emotions and attitudes, which all go under the term: psychographics - those things that can transcend demographic groups.’ (Schroer, 1997) Instead, he now appeals to what he calls “consumers’ images of themselves.” Unlike broad demographics, the psychographic is developed using more narrowly structured qualitative-analysis techniques, like focus groups, in-depth interviews, and even home surveillance. Marketing analysts observe the behaviors of volunteer subjects, ask questions, and try to draw causal links between feelings, self-image, and purchases. A company called Strategic Directions Group provides just such analysis of the human psyche. In their study of the car-buying habits of the forty-plus baby boomers and their elders, they sought to define the main psychological predilections that human beings in this age group have regarding car purchases. Although they began with a demographic subset of the overall population, their analysis led them to segment the group into psychographic types. For example, members of one psychographic segment, called the ³Reliables,² think of driving as a way to get from point A to point B. The “Everyday People” campaign for Toyota is aimed at this group and features people depending on their reliable and efficient little Toyotas. A convertible Saab, on the other hand, appeals to the ³Stylish Fun² category, who like trendy and fun-to-drive imports. One of the company’s commercials shows a woman at a boring party fantasizing herself into an oil painting, where she drives along the canvas in a sporty yellow Saab. Psychographic targeting is more effective than demographic targeting because it reaches for an individual customer more directly - like a fly fisherman who sets bait and jiggles his rod in a prescribed pattern for a particular kind of fish. It’s as if a marketing campaign has singled you out and recognizes your core values and aspirations, without having lumped you into a racial or economic stereotype. It amounts to a game of cat-and-mouse between advertisers and their target psychographic groups. The more effort we expend to escape categorization, the more ruthlessly the marketers pursue us. In some cases, in fact, our psychographic profiles are based more on the extent to which we try to avoid marketers than on our fundamental goals or values. The so-called “Generation X” adopted the anti-chic aesthetic of thrift-store grunge in an effort to find a style that could not be so easily identified and exploited. Grunge was so self-consciously lowbrow and nonaspirational that it seemed, at first, impervious to the hype and glamour normally applied swiftly to any emerging trend. But sure enough, grunge anthems found their way onto the soundtracks of television commercials, and Dodge Neons were hawked by kids in flannel shirts saying “Whatever.” The members of Generation X are putting up a good fight. Having already developed an awareness of how marketers attempt to target their hearts and wallets, they use their insight into programming to resist these attacks. Unlike the adult marketers pursuing them, young people have grown up immersed in the language of advertising and public relations. They speak it like natives. As a result, they are more than aware when a commercial or billboard is targeting them. In conscious defiance of demographic-based pandering, they adopt a stance of self-protective irony‹distancing themselves from the emotional ploys of the advertisers. Lorraine Ketch, the director of planning in charge of Levi¹s trendy Silvertab line, explained, “This audience hates marketing that’s in your face. It eyeballs it a mile away, chews it up and spits it out” (On Advertising, 1998). Chiat/Day, one of the world’s best-known and experimental advertising agencies, found the answer to the crisis was simply to break up the Gen-X demographic into separate “tribes” or subdemographics - and include subtle visual references to each one of them in the ads they produce for the brand. According to Levi’s director of consumer marketing, the campaign meant to communicate, “We really understand them, but we are not trying too hard” (On Advertising, 1998). Probably unintentionally, Ms. Ketch has revealed the new, even more highly abstract plane on which advertising is now being communicated. Instead of creating and marketing a brand image, advertisers are creating marketing campaigns about the advertising itself. Silvertab’s target market is supposed to feel good about being understood, but even better about understanding the way they are being marketed to. The “drama” invented by Leo Burnett and refined by David Ogilvy and others has become a play within a play. The scene itself has shifted. The dramatic action no longer occurs between the audience and the product, the brand, or the brand image, but between the audience and the brand marketers. As audiences gain even more control over the media in which these interactive stories unfold, advertising evolves ever closer to a theatre of the absurd. excerpted from Coercion: Why We Listen to What "They" Say)? Works Cited Ogilvy, David. Ogilvy on Advertising. New York: Vintage, 1983. Brandweek Staff, "Number Crunching, Hollywood Style," Brandweek. October 6, 1997. Leonhardt, David, and Kathleen Kerwin, "Hey Kid, Buy This!" Business Week. June 30, 1997 Schroer, Jim. Quoted in "Why We Kick Tires," by Carol Morgan and Doron Levy. Brandweek. Sept 29, 1997. "On Advertising," The New York Times. August 14, 1998 Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Rushkoff, Douglas. "Coercion " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/06-coercion.php>. APA Style Rushkoff, D. (2003, Jun 19). Coercion . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/06-coercion.php>

Introduction In the film Barbie, Stereotypical Ken “only has a great day if Barbie looks at him”. Ken’s identity is based on Barbie’s approval, that is, until he garners the approval of other Kens by reshaping their collective identities under the patriarchy. The Kens’ patriarchal collective identities are demonstrated in part through their participation in popular-culture fandoms. They mansplain The Godfather and Stephen Malkmus, demand their Barbies be “really invested in the Zack Snyder cut of Justice League”, and sing Matchbox 20’s “Push” at the Barbies “while staring uncomfortably into [their] eyes for four and half minutes”. It would be easy to write these moments off as jabs at stereotypic masculine interests. The film's criticism, however, is not only the merit of these interests, nor a declaration that only men care about them. Rather, the critique of patriarchal collective identity is shown in the way these interests are shared through competitive, affirmational fandom. Affirmational fandoms are fandoms built on knowledge of canon, with fan identity typically expressed through competition around mastery of explicit, official knowledge. Affirmational fandoms have historically been thought to draw more men-dominated fan bases (Correa-Chávez, Kohfeldt, and Nguyen 1), as they lend themselves to the kinds of hierarchies inherent in patriarchy. Transformational (or transformative) fandoms, on the other hand, are thought to be more popular among women and gender-diverse fans and show less interest in pure canon ideation, instead utilising the source material to create something entirely new (Jenkins 47-8). In this way, transformational fandom is similar to how Barbies themselves are intended to be played with. This article will explore how Barbie illustrates the differences between affirmational vs. transformational fandom, textually and metatextually, and how patriarchal and binary approaches to fandom ultimately disempower everyone, including those who identify as men. Affirmational vs. Transformational Fandom The term “affirmational fandom” was first coined by Dreamwidth user obsession_inc in 2009 to distinguish fan culture which seeks to reiterate a creator’s intended meaning of a work. Participation in an affirmational fandom is demonstrated through steadfast devotion to canonical knowledge, and adherence to rules inherent to the creator’s own worldbuilding. In affirmational fandom, knowledge of canon is treated as important capital, often traded between fans as a way to best one another in a competition of who knows the most about niche topics. Specifically, fans participate in what sociologist Bourdieu describes as cultural capital (knowledge) that leads to building social capital (networks). Since this type of fandom positions the creator as the master authority on interpretations of works, fans are able to weaponise their own mastery of the text and alignment with the creator's intentions in order to create a social structure within the fandom that is intentionally exclusionary and hierarchical. Moreover, since many popular works have male creators, largely due to systemic inequities in the film, television, and written fiction industries (“2021 Statistics”), this hierarchy also mirrors patriarchy in its unchallenged centring of men’s perspectives and thus its overall appeal to men as fans (Busse). Suzanne Scott further criticised this centring of creators as ultimate authorities through her deconstruction of the "fanboy auteur" (44). The fanboy auteur is someone who functions as both content creator and fan, thus manufacturing an even greater divisiveness between production and the everyday consumer by stratifying the fanboy auteur into a separate category of fan that most other fans cannot achieve. Scott (47) draws upon the Foucauldian notion of textual discourses and the role of the author, or “author function” (Foucault 75), to describe how a fanboy auteur reinforces the status quo by maintaining an exclusionary fan identity, as opposed to allowing the author to fully step back from the work so that it might be interpreted and reinterpreted, vastly, through a diversity of lenses. Foucault argued that the authorial role is, as are most things, socially constructed through public discourse, as is the definition of authorial power (76). In other words, by defining something in media, one has power over it, and that power can be used to discipline who gets to use, understand, and engage with said media as an artifact. As is often seen in patriarchal social structures, the fanboy auteur has overwhelmingly benefited not just men, but white men specifically (Salter and Stanfill). Affirmational fandoms stand in stark contrast to transformational fandoms, a concept popularised by Henry Jenkins in his book Textual Poachers: Television Fans and Participatory Culture. Jenkins described a transformative process that fans guide texts through, which prioritises meaning-making and imagination over canon, or creator, in fan spaces. This is often done through the production of transformative works such as fan fiction and fan art that are largely unconcerned with fidelity to a work’s creator, sometimes treating them as entirely separate from the production of fan works. While transformational fandoms still exchange cultural capital to build social capital and maintain a sense of hierarchy at times, they do so with a much lower bar for entry that is more accessible to otherwise marginalised fans. In addition to accessibility, transformational fandom has been thought of as a more feminist fandom due to the disproportionate presence of women in transformational fan spaces and their disproportionate engagement in fan labour through the creation of content such as zines and archival fan fiction (Correa-Chávez, Kohfeldt, and Nguyen). Importantly, there are ways in which this labour is exploited by male-dominated industries as a means to signal diverse representation, as opposed to actually including diverse representation in media texts (Lowe). Examples in Barbie Transformative fandom is what Barbie dolls, and by proxy the Barbie movie, were made for. The film’s opening is itself a transformative work, a reimagining of 2001: A Space Odyssey, with young girls rejecting the socially rigid construct of the baby doll for the sleek new toy that defies categorisation. Like transformative works, Barbies can be anything, implying that women and girls can also be anything. As a result, we see Barbies at the start of the film engaging in a broad array of careers and interests, appearing to have a level of autonomy that isn’t quite so easily obtained by women in the real world. Because the Barbie movie also features diverse Barbies including Barbies who are transgender, size-inclusive, of various races and ethnicities, and Barbies who use devices such as wheelchairs, the film also transforms the image of women in popular media by depicting them more realistically than is typical in major motion pictures. The shift that Barbie Land takes in the second act, when Stereotypical Ken introduces the concept of patriarchy, more closely mirrors affirmational fandoms, both textually and metatextually. Textually, the Kens are seen mansplaining various topics. Mansplaining has been defined by researchers “not only as simply patronizing and condescending, but as designed to assert the speaker’s superior knowledge, on the basis of their gender” (Joyce et al. 521). As within affirmational fandoms, through mansplaining, knowledge is used as a form of power. Simply mansplaining, however, is not in and of itself demonstrative of affirmational fandom. For fandom to be affirmational, it must also use said knowledge as cultural capital, elevating the Kens to a place of superiority over the Barbies, as well as over one another, based on their level of higher expertise and deference to a creator. This is where Barbie goes the extra mile as social commentary – the Ken’s are not just talking about the what of these various topics, but, in the case of fandom specifically, the why of it, central to an idealised creator. One of the clearest examples of this is actor Kingsley Ben-Adir’s Ken name-dropping The Godfather’s creators, noting “Coppola’s aesthetic genius” as well as referring to the film as a “triumph to Robert Evans and the architecture of the 1970s studio system”. This Ken is both sharing deep lore about the film’s production, as well as asserting dominance through this knowledge, sharing it only after he has belittled President Barbie for having not watched the film in the first place. Ncuti Gatwa’s Ken likewise discusses how “Stephen Malkmus really harnessed the acerbic talk-singing of Lou Reed with post-punk influences such as ‘The Wire’ and ‘The Fall’”. Neither of these are shallow, hot takes, but instead are the kinds of niche affirmational knowledge that fan studies authors describe as excess made into expertise (Zygutis; Scott). We see this again in Writer Barbie’s discussion of having gotten “really invested in the Zack Synder cut of Justice League” while under the indoctrination of the Kens. In the real world, fans developed a cult-like devotion to the Snyder cut of Justice League after the studio released a shorter, heavily edited version of the film. The organised collective action fans engaged in to pressure the studio to release the Snyder cut (or director’s cut) represents the intersection of affirmational fandom and civically engaged fandom (Cook and Joseph 73). Instead of working toward broader socio-cultural change, however, releasing the Snyder cut allowed fans to focus on levelling up their cultural capital within fandom to pull rank, so to speak, over fans who had not seen this version. This aligns with the idea of the creator’s vision as the ultimate authority over a story – one that not only should be released, but defended as canon. Even the repetition of Matchbox 20’s “Push”, in Barbie, is somewhat affirmational in that it is pure reproduction, right down to the 1990’s grunge singing style of yarling (“Yarling”), which we do not see repeated elsewhere in the diegetic portions of the soundtrack sung by Ryan Gosling or the other actors portraying Kens. Metatextually, we as the audience are meant to be in on the joke, meant to laugh at the Kens for posturing in this way, meant to see it as inherently patriarchal, and thus flawed when viewed through the feminist lens of the film. It is, after all, the very undoing of the Kens, as the Barbies plot to distract them by first aiming to make the Kens think they have power over the Barbies, and then, as Sasha remarks, “make them question whether they have enough power over each other”. This is accomplished by the Barbies through manipulating the Kens’ fannish appreciation for “Push”, done so by feigning interest in their Ken’s replication of the song, only to then wound their Ken’s pride by redirecting that attention to another, rival Ken. This act creates affirmational competition within the fannish display. Stereotypical Barbie even goes so far as to question the authorial voice of the song, which actor Sam Liu’s Ken misattributes to himself, instead of the actual and idealised creator. This interplay between competition and misattribution seeds disruption to the Kens’ collective power by calling into question fannish identity and fidelity to the creator such that in-fighting occurs. It is not the final domino in the chain of unseating the Kens’ power, but it is an important one that can only be accomplished by turning the competition inherent in affirmational fandom into something that can be used against fans, in this case the Kens. How Binary Approaches to Fandom (and Gender) Do Harm An important question the film asks is whether power should be lauded or shared, particularly as it relates to gender politics. Certainly, in the real world, we can see the harms of uneven power dynamics as highlighted by the affirmational nature of knowledge. Mansplaining, for example, has been shown to be prevalent in the modern workplace as a form of typically, but not always, gendered mistreatment, with impacts on job performance, retention, and psychological distress (Smith et al.). It has also been described as a tactic used by some neo-liberal white men as a way to re-centre masculinity and men’s voices as an ultimate source of knowledge, and thus power, in discourse on intersectional feminism, a tactic otherwise described as “covert hegemony” (Burkley 170). Importantly, these kinds of affirmational, hegemonic systems can also be upheld by people other than white men, when said systems prove beneficial to gaining or maintaining power. For example, Rouse, Condis, and Stanfill found examples of hegemony and racism in both anti-liberal and liberal fan spaces online, while Lothian and Stanfill found that even feminist fans spaces perpetuate harm to marginalised groups by the very structures built to protect some while not protecting all marginalised communities. Barbie as a film never quite presents a conclusion to gendered power inequalities. Instead, the film acknowledges multiple flaws in the binary territories of both Barbie Land and the real world but leaves us without an egalitarian solution in either. What Barbie does do is to offer a starting point for further exploration by asking the Kens to see themselves as “Kenough”, affirmed in who they are without the need to vie for power using the affirmational tactics they practiced before. Fandom studies has also only begun to answer questions about gender inequity. Firstly, recent research suggests that a gendered divide between affirmational and transformational fandom may exist, but not quite in the ways previously theorised. Rather than men being more likely to engage in affirmational fandom than women, Correa-Chávez, Kohfeldt, and Nguyen found that women fans were more likely compared to men to engage in all types of fannish activities, both affirmational and transformational, though women did tend to engage in transformational activities the most between the two types of fannish participation (4). Importantly, however, affirmational fandom was narrowly defined through consumption and not proliferation (e.g. reading but not producing plot analyses). Cosplay, or costuming, was also separated out into a third category of mimic fandom, using Matt Hill’s definition of the term from his own paper on the subject. While this third category constitutes an interesting approach to ways in which affirmational and transformational fandom overlap, it also somewhat negates the ways in which cosplay can itself be affirmational (rule-bound) or transformational (changed in ways that fundamentally reimagine a character). Many cosplayers, for example, gender-bend characters, or reinterpret them in ways that are transformative of canon, something that fans of Barbie have been enacting in movie theaters and at pop-culture conventions following the film’s release. These distinctions are important when considering the impact of Barbie on affirmational vs. transformational fan practices in fan spaces, as well as broader spaces. At what point are fans participating in reproduction (affirmational) vs. reimagination (transformational)? The answer depends somewhat on context and the meaning created through the cosplay. For example, cosplay at fan conventions is occurring within a fan space, and thus meaning is made by fan communities. Barbie as a cultural phenomenon has also made its way into non-fannish transformative spaces, however, where meaning is less clear. For example, San Francisco’s 2024 “Hunky Jesus” contest saw “Jesus Ken”, a man dressed as Jesus nailed to a cross inside a Ken-style pink box, take home the win for best costume (Kura). Here, the space between fandom and other communities is blurred, and thus, so is related meaning. Conclusion Barbies are imaginative play, so it is no surprise that Barbie as a film highlights the differences between imaginative, transformational fandom and more rule-bound, affirmational fandom. It is also not a coincidence that those who play with Barbie dolls and those who engage in transformative fan practice are more likely to identify as women, or as having gender- and sexually diverse identities, given ways in which transformational spaces make greater room to create a more equitable world through inherent feminist critique. Imaginative play, in this sense, is a life-long process and continues to be formative for exploring facets of ourselves. Playing with Barbies, including in the Barbie film, enables individuals to understand their place in the world while simultaneously pushing the boundaries of what is possible. Part of the genius of Barbie is that it shows how fan knowledge and practice (cultural capital) can constrain or enable personal and social growth. While the mastery and leveraging of fan knowledge under patriarchy gave the Kens a kind of power, it also isolated and limited them as individuals. Likewise, affirmational fandom can constrain and limit the potential for individuals and communities to change, grow, and explore through engagement with media when used in exclusionary ways. Importantly, affirmational fandom does not have to be exclusionary. Information can just be information. The critique of affirmational fandom is simply that it is often misused when viewed through a feminist lens. Transformational fandom, on the other hand, can challenge dominant cultural tropes, norms, and values. As Barbie demonstrates, transformational fandom has the power to inspire us to imagine better, and that power can never be put back in a box. References 2001: A Space Odyssey. Dir. Stanley Kubrick. Metro-Goldwyn-Mayer, 1968. “2021 Statistics.” Women and Hollywood. 10 Apr. 2024 <https://womenandhollywood.com/resources/statistics/2021-statistics/>. Barbie. Dir. Greta Gerwig. Warner Bros. Pictures, 2023. Bourdieu, Pierre. A Social Critique of the Judgment of Taste. Trans. R. Nice. London: Routledge, 1984. Buerkle, C. Wesley. “Adam Mansplains Everything: White-Hipster Masculinity as Covert Hegemony.” Southern Communication Journal 84.3 (2019): 170–182. DOI: 10.1080/1041794X.2019.1575898. Busse, Kristina. "Geek Hierarchies, Boundary Policing, and the Gendering of the Good Fan." Participations 10.1 (2013): 73-91. ​ Cook, Tanya, and Kaela Joseph. Fandom Acts of Kindness: A Heroic Guide to Activism, Advocacy, and Doing Chaotic Good. Dallas, TX: Smart Pop Books, 2023. Correa-Chávez, Maricela, Danielle Kohfeldt, and John Nguyen. "Women in Fandom: Participation Patterns and Perceived Authenticity." Psychology of Popular Media (2023). DOI: 10.1037/ppm0000470. Foucault, Michel. "What Is an Author?" Reading Architectural History. Routledge, 2003. 71-81. Jenkins, H. Textual Poachers: Television Fans and Participatory Culture. Updated 20th anniversary ed. New York: Routledge, 2013. Joyce, Jack B., et al. “Speaking Out against Everyday Sexism: Gender and Epistemics in Accusations of ‘Mansplaining.’” Feminism & Psychology 31.4 (2021): 502–529. DOI: 10.1177/095935352097. Justice League (Directors Cut). Dir. Zack Snyder. Warner Bros., 2021. Kukura, Joe. “Photos: ‘Jesus Ken’ Wins Hunky Jesus Contest as Sisters of Perpetual Indulgence Celebrate Their 45th Anniversary.” SFList, 1 Apr. 2024. <https://sfist.com/2024/04/01/photos-ken-jesus-wins-hunky-jesus-contest-as-sisters-of-perpetual-indulgence-celebrate-their-45th-anniversary/>. Hills, Matt. “From Dalek Half Balls to Daft Punk Helmets: Mimetic Fandom and the Crafting of Replicas.” Transformative Works and Cultures 16 (2014). DOI: 10.3983/twc.2014.0531. Lothian, Alexis, and Mel Stanfill. "An Archive of Whose Own? White Feminism and Racial Justice in Fan Fiction's Digital Infrastructure." Transformative Works and Cultures 36 (2021). DOI: 10.3983/twc.2021.2119. Lowe, J.S.A. "We’ll Always Have Purgatory: Fan Spaces in Social Media." Journal of Fandom Studies 5.2 (2017): 175-192. DOI: 10.1386/jfs.5.2.175_1. Matchbox 20. “Push.” Yourself or Someone You Like. Atlantic, 1997. obsession_inc. “Affirmational Fandom vs. Transformational Fandom.” Dreamwidth, 1 Jun. 2009. 10 Apr. 2024 <https://obsession-inc.dreamwidth.org/82589.html>. Salter, Anastasia, and Mel Stanfill. A Portrait of the Auteur as Fanboy: The Construction of Authorship in Transmedia Franchises. Jackson: UP of Mississippi, 2021. Rouse, Lauren, Megan Condis, and Mel Stanfill. "Making Fandom Great Again: Silencing Discussions of Racism in Reactionary and Transformative Fandoms." Popular Communication (2024): 1-13. DOI: 10.1080/15405702.2024.2336254. Scott, Suzanne. "Who’s Steering the Mothership? The Role of the Fanboy Auteur in Transmedia Storytelling" Participatory Cultures Handbook. New York: Routledge, 2013. Smith, Chelsie J., et al. "‘Well, actually’: Investigating Mansplaining in the Modern Workplace." Journal of Management & Organization (2022): 1-19. DOI: 10.1017/jmo.2022.81. The Godfather. Dir. Francis Ford Coppola. Paramount Pictures, 1972. “Yarling.” TV Tropes, the All Devouring Pop-Culture Wiki, n.d. 10 Apr. 2024 <https://tvtropes.org/pmwiki/pmwiki.php/Main/Yarling>. Zygutis, Linda. "Affirmational Canons and Transformative Literature: Notes on Teaching with Fandom." Transformative Works and Cultures 35 (2021). DOI: 10.3983/twc.2021.1917.

Thou art of purer eyes than to behold evil, and canst not look on iniquity: wherefore lookest thou upon them that deal treacherously, and holdest thy tongue when the wicked devoureth the man that is more righteous than he? - Habakkuk 1:13 Australia's official national anthem since 1984 has been a song entitled 'Advance Australia Fair'1. This paper asks, very simply, what is the meaning of the word fair in the title and the song. The song is about a collective effort, not so much at being a nation as at being seen to be one, being worthy of the name. The claim is justified on two grounds: possession and intention. We have golden soil, wealth, youth, the ability to toil, freedom, a beautiful country possessed of nature's gifts, boundless plains and so on. We make no particular claim to have done anything as yet but we have good intentions, specifically to toil with hearts and hands to make our nation famous as such. The setting of the song then is temporally ambiguous: we have x and we're about to y. The question naturally enough is: who are we? The song is naturally enough, as an anthem, about answering and not answering that question. Note that the hymn-like qualities of 'God save the Queen' are absent from the new anthem. And yet the song begins as if it were a hymn or a prayer, with the formula: 'Let us (pray/sing?)'. A pseudo-hymn. Who is addressed? We are. The temporal setting of the hymn is substituted with the imminence of an imperative: 'Let us rejoice.' Rejoicing is something we should all do for a long list of reasons. That being the case, 'let us sing'. In 'Advance Australia Fair' it is the imminent future to which voices attend in their act of unison. Whose act of unison? Who is the we? Anthems are always coy about this question which touches on their function and their efficacy. The unspoken answer which the song implies is however that the we addressing and addressed the self-identifying we of the song is fair and going to be fair, and will get there by being fair. That kind of fairness I would argue is characteristic of the we of white man's burden. 'Advance Australia Fair' is eat your cake and have it too stuff: we want to be a young nation about to play on the world's stage but at the same time we want to pretend that what is ours has an eternal quality. We want to borrow the timeless land myth; we don't want to acknowledge the time before our coming. We don't anymore even want to acknowledge our coming. We want to have always been here; but in an ahistoric way. The past should be irrelevant to the way we are now. This consciousness of an identity of pretended eternal rights is only achieved by multiple erasure: of time before the historic, of our historic consciousness of time. It is achieved by means of the terra nullius myth, the myth of an empty land prior to our coming. The song as it stands, the anthem as it is, is the perfect representative of that myth. The explanation of 'the historic facts' in the original version has been removed as an embarrassment. The emptiness posited by 'Advance Australia Fair' is deeply ironic. It represents a refusal of the ethical question which must lie under European presence in Australia. The land is empty because we emptied it. We have land to share because we took land. We only get to look generous because of a theft for which we do not wish to acknowledge responsibility. We sing from an emptiness wrought on ourselves in the act of emptying; the emptying of the land and at once the popular consciousness: emptying it of the fact of the emptying. Emptying ourselves of truth is the reflective act of nation: the basis of the collectivity on which a polity is claimed. It is a making colourless. How fair would that be? The 'Australians all...' update leaves untouched two serious problems with the song, these being the ways in which it might be unsatisfactory from the point of view of indigenous Australians (i.e. their erasure) and, linked with this, the serious ambiguity of the title and the chorus: the problem with the word 'fair'. The word-order inversion in the title/chorus is a kind of pseudo-archaism which tilts the song in the direction of the unintelligible. The inscrutable sign of identity becomes a kind of rite of passage; something which needs to be explained to children and migrants alike. Perfect form of mystification to express as collective sentiment the sentiment of collectivity; no one can definitively know what these words mean. The unknowable privileges a teachers' grasp of the archaic as originary lore: the teacher says it means 'Let's all work together to make Australia a beautiful country, a great country' or 'We should all be proud of Australia because it's such a great country, so we should pull together to make it even better.' Fair enough. Who could object? The central ambiguity means that when we sing the song we don't know whether we are describing how things are or how they should be. Advance Australia because it is fair or so that it will be fair or both reasons: to keep the fair fair? Of course this speculation begs the question about the meaning of the word 'fair'. Of all the various dictionary entries for the word fair the three which seem to coalesce in this usage are: fair as in beautiful, fair as in just and fair as in white. I would argue that these three uses coalesce likewise in the use of fair equally in that typically Australian expression, fair enough: characteristic expression of a country seriously worried for most of its European history about the risk of racial impurity even from 'other' Europeans. In the song the line is emphatic because it is actually repeated in each rendition of the chorus. It is the point the song is making. Or we could say it is the question the song asks: how should Australia be advanced? But this form of the question implies an adverbial construction. An adverb in this position would imply process and therefore a future orientation toward the quality of that process: how Australia ought to be advanced. But if the 'fair' of the chorus is really an adjective then the implication is that Australia is already a 'fair' entity; in advancing Australia one advances its already attained quality of fairness. The beautiful inhabit a just polity. A just polity is a white polity. This is the advance, in the song, that is happening, or has happened, in Australia. In fact this is the advance which the European word (Latin made English down here) constitutes for the continent formerly known to Europe as New Holland: Australia is becoming a white man's country. This song is specifically about the civilising process, about the white man's burden, as it applied to this particular far-flung reach of empire. The advance of the title concerns the progress of civilisation; it assigns to this process a very specific metaphor, that of a military movement. The progress of the white race over the continent is an advance. What appears to be an external motion (promote Australia abroad) belies an internal one: the still ongoing process of conquest and likewise the encouragement to get that done without miscegenation. That Aborigines are given no specific role in this song becomes less mysterious in this light: it is not their country or nationality which is being described here; rather the advance of fair Australia, an advance which takes place at the expense of an unmentioned (unmentionable?) non-polity. The non-inclusion of Aboriginal people in the Australian polity prior to the 1967 referendum shocks many today. And it shocks as unjust, unfair, unreasonable. That it did not seem so for long stretches of white Australia's memory indicates that a different logic was then in force. The convergence of moral value or integrity with race, with language, with tribal membership, is certainly a widespread human phenomenon and one with plenty of Old Testament backing (and plenty of Old Testament caveat as well). And it is familiar to anyone over the age of about thirty in Australia today, to anyone who ever sang the hymn 'All things white and wonderful'. That it is a sentiment unacceptable today in a world dominated by human rights consciousness indicates that the ethics of the last couple of decades have evolved radically from those which preceded them. The British Empire may have carted a lot of white man's burden about the globe but it is fairly hard to claim that it did not primarily exist for the benefit of white men. To argue otherwise now is to acquiesce in a rhetoric which those of us who accept universal human rights have no choice but to reject as racist. Today the civilising mission of the white man and the personal gain it brought white men remain spectacularly successful even and perhaps especially as the colour has been drained from the map. The sun sets on one kind of empire but only because that empire has been succeeded by one more lucrative, and, like the words of the successful anthem, harder to pin down than those in the one that preceded it. As to the event of singing ourselves into the 'fair' future: three connotations just, beautiful, white conflate in an ambiguity where through repetition, through emphasis, and through the dignifying effect of an anthem setting, they come to imply each other. The unspoken terms of the song suffice to imply the conflation: the white man (now all the people) toil to make the land beautiful and just. Whether this is an accomplished fact or an uphill battle, regardless of who is now included in this mission, there is no doubt that this notion of progress as 'Australia-making' is owing to the coming of the white man. Should the question be asked of this chorus then: if this is not blatant racism, is it something subtler? Is it a kind of deep-seated racism which survives the bowdlerizing of those for whom white supremacist rhetoric might be a little close to the bone? One can go further: this polysemy, on which nothing can be pinned, might be a closet racist's gift, because it generates paranoia. It accumulates the force of an exclusion without resorting to any culpable act of exclusion as such. Is this racism at the inscrutable and unconscious core of the nation's sense of itself? Is this the taunting of those whom the nation defines itself as excluding? Is this song taunting them to sing themselves out of the picture? If so then note that they would have two ways to go: they could be assimilated (fair enough?) or they could see themselves excluded. If the effect of this chorus is to say that Australia should go forward under the stewardship of the fair=inter alia white race2, then it is not a question of a particular idea of progress being conveyed despite the erasure of a previous story. The erasure of a particular past, which we are too polite to mention, enables the new story. The other past is erased together with the others who inhabited it. In the world outside of the song however, the others, whom we might be too polite to see, do still inhabit. They inhabit the new story, not as flies on the wall but as flies in the ointment. Should the song be scrapped? Should the lyrics be scrapped? The project of dismantling empires and their signs is, as the eastern bloc has been learning, not as straightforward as it may seem. Cutting the star out of the flag may leave a star-shaped hole for all to see. Advance Australia Fair, its evolution, its status, its popular reading, taboo readings (e.g. this one), the suppression of its earlier version, the fact that what it says and fails to say is officially accepted by Australians to represent Australians: all these things are living reminders of where Australians come from, of the thinking that brought us, of what we possess and how we come to possess it. Fostering awareness of these is of great value to Australians both in understanding ourselves and in deciding where we should go with that knowledge. Thanks to my mother, Sylvia Kelen, for help with research on this paper. Notes 1 It first succeeded 'God Save the Queen' in that role in 1974 following a national opinion poll conducted by the Australian Bureau of Statistics for the then Labor government. Incoming Liberal Prime Minister, Malcolm Fraser, reinstated 'God Save the Queen' in 1976. 'Advance Australia Fair' was politically corrected (not a phrase in use at the time) when re-instated as national anthem in 1984, with a view to giving the girls a fair go. The original opening line of Peter Dodds McCormick's nineteenth century song was: 'Australian sons let us rejoice/for we are young and free'. The 'correction' of the present version of the song is noteworthy given the emphasis which the song, and particularly the chorus, places on historical consciousness, more specifically on the self-consciousness of an effort at nationhood. 2 Note that there is plenty of evidence for this in the evolution of the song, especially in the second stanza of the original version: When gallant Cook from Albion sail'd, To trace wide oceans o'er, True British courage bore him onTill he landed on our shore. Then here he raised old England's flag, The standard of the brave; With all her faults we love her still, 'Britannia rules the wave'In joyful, etc The fourth and fifth stanzas of the original version of Peter Dodds McCormick's song describe who would be acceptable as a migrant and what this new political entity would be defending itself from in the case of war:While other nations of the globe Behold us from afar, We'll rise to high renown and shineLike our glorious southern star;From England, Scotia, Erin's Isle, Who come our lot to share, Let all combine with heart and handTo advance and etc.Should foreign foe e'er sight our coast,Or dare a foot to land, We'll rise to arms like sires of yoreTo guard our native strand; Britannia then shall surely know, Beyond wide ocean's roll, Her son's in fair Australia's landStill keep a British soul, In joyful strains and etc. Citation reference for this article MLA Style Kelen, Christopher. "How fair is fair? " M/C: A Journal of Media and Culture 5.3 (2002). [your date of access] < http://www.media-culture.org.au/0207/fairisfair.php>. Chicago Style Kelen, Christopher, "How fair is fair? " M/C: A Journal of Media and Culture 5, no. 3 (2002), < http://www.media-culture.org.au/0207/fairisfair.php> ([your date of access]). APA Style Kelen, Christopher. (2002) How fair is fair? . M/C: A Journal of Media and Culture 5(3). < http://www.media-culture.org.au/0207/fairisfair.php> ([your date of access]).

The digital revolution has been characterized by the overlapping of different media technologies and platforms which reshaped both traditional forms of audiovisual consumption and older conceptions of place and space. John Agnew claims that, traditionally, the notion of place has been associated with two different meanings: ‘the first is a geometric conception of place as a mere part of space and the second is a phenomenological understanding of a place as a distinctive coming together in space’ (317). Both of the dominant meanings have been challenged by the idea that the world itself is increasingly “placeless” as space-spanning connections and flows of information, things, and people undermine the rootedness of a wide range of processes anywhere in particular (Friedman). On the one hand, by obliterating physical distance, new technologies such as the Internet and the cell phone are making places obsolete, on the other hand, the proliferation of media representations favoured by these technologies are making places more relevant than ever. These increasing mediatisation processes, in fact, generate what Urry and Larsen call ‘imaginative geographies’, namely the conflation of representational spaces and physical spaces that substitute and enhance each other in contingent ways (116). The smartphone as a new hybrid media platform that combines different technological features such as digital screens, complex software applications, cameras, tools for online communication and GPS devices, has played a crucial role in the construction of new notions of place. This article examines a specific type of phone applications: mobile, digital mapping tools that allow users to identify film-locations. In doing so it will assess how new media platforms can potentially reconfigure notions of both media consumption, and (physical and imagined) mobility. Furthermore, the analysis of digital movie maps and their mediation of film locations will shed light on the way in which contemporary leisure activities reshape the cultural, social and geographic meaning of place. Digital, Mobile Movie MapsDigital movie maps can be defined as software applications, conceived for smart phones or other mobile devices, which enable users to identify the geographical position of film locations. These applications rely on geotagging which is the process of adding geospatial metadata (usually latitudinal and longitudinal coordinates) to texts or images. From this point of view these phone apps belong to a broader category of media that Tristan Thielmann calls geomedia: converging applications of interactive, digital, mapping tools and mobile and networked media technologies. According to Hjorth, recent studies on mobile media practices show a trend toward “re-enacting the importance of place and home as both a geo-imaginary and socio-cultural precept” (Hjorth 371). In 2008 Google announced that Google Maps and Google Earth will become the basic platform for any information search. Similarly, in 2010 Flickr started georeferencing their complete image stock (Thielmann 8). Based on these current developments media scholars such as Thielmann claim that geomedia will emerge in the future as one of the most pervasive forms of digital technology (8).In my research I identified 44 phone geomedia apps that offered content variously related to film locations. In every case the main functionality of the apps consisted in matching geographic data concerning the locations with visual and written information about the corresponding film production. ‘Scene Seekers’, the first app able to match the title of a film with the GPS map of its locations, was released in 2009. Gradually, subsequent film-location apps incorporated a number of other functions including:Trivia and background information about films and locationsSubmission forms which allow users to share information about their favourite film locatiosLocation photosLinks to film downloadFilm-themed itinerariesAudio guidesOnline discussion groupsCamera/video function which allow users to take photos of the locations and share them on social mediaFilm stills and film clipsAfter identifying the movie map apps, I focused on the examination of the secondary functions they offered and categorized the applications based on both their main purpose and their main target users (as explicitly described in the app store). Four different categories of smart phone applications emerged. Apps conceived for:Business (for location scouts and producers)Entertainment (for trivia and quiz buffs)Education (for students and film history lovers)Travel (for tourists)‘Screen New South Wales Film Location Scout’, an app designed for location scouts requiring location contact information across the state of New South Wales, is an example of the first category. The app provides lists, maps and images of locations used in films shot in the region as well as contact details for local government offices. Most of these types of apps are available for free download and are commissioned by local authorities in the hope of attracting major film productions, which in turn might bring social and economic benefits to the region.A small number of the apps examined target movie fans and quiz buffs. ‘James Bond and Friends’, for example, focuses on real life locations where spy/thriller movies have been shot in London. Interactive maps and photos of the locations show their geographical position. The app also offers a wealth of trivia on spy/thriller movies and tests users’ knowledge of James Bond films with quizzes about the locations. While some of these apps provide information on how to reach particular film locations, the emphasis is on trivia and quizzes rather than travel itself.Some of the apps are explicitly conceived for educational purposes and target film students, film scholars and users interested in the history of film more broadly. The Italian Ministry for Cultural Affairs, for example, developed a number of smartphone apps designed to promote knowledge about Italian Cinema. Each application focuses on one Italian city, and was designed for users wishing to acquire more information about the movie industry in that urban area. The ‘Cinema Roma’ app, for example, contains a selection of geo-referenced film sets from a number of famous films shot in Rome. The film spots are presented via a rich collection of historical images and texts from the Italian National Photographic Archive.Finally, the majority of the apps analysed (around 60%) explicitly targets tourists. One of the most popular film-tourist applications is the ‘British Film Locations’ app with over 100,000 downloads since its launch in 2011. ‘British Film Locations’ was commissioned by VisitBritain, the British tourism agency. Visit Britain has attempted to capitalize on tourists’ enthusiasm around film blockbusters since the early 2000s as their research indicated that 40% of potential visitors would be very likely to visit the place they had seen in films or on TV (VisitBritain). British Film Locations enables users to discover and photograph the most iconic British film locations in cinematic history. Film tourists can search by film title, each film is accompanied by a detailed synopsis and list of locations so users can plan an entire British film tour. The app also allows users to take photos of the location and automatically share them on social networks such as Facebook or Twitter.Movie Maps and Film-TourismAs already mentioned, the majority of the film-location phone apps are designed for travel purposes and include functionalities that cater for the needs of the so called ‘post-tourists’. Maxine Feifer employed this term to describe the new type of tourist arising out of the shift from mass to post-Fordist consumption. The post-tourist crosses physical and virtual boundaries and shifts between experiences of everyday life, either through the actual or the simulated mobility allowed by the omnipresence of signs and electronic images in the contemporary age (Leotta). According to Campbell the post-tourist constructs his or her own tourist experience and destination, combining these into a package of overlapping and disjunctive elements: the imagined (dreams and screen cultures), the real (actual travels and guides) and the virtual (myths and internet) (203). More recently a number of scholars (Guttentag, Huang et al., Neuhofer et al.) have engaged with the application and implications of virtual reality on the planning, management and marketing of post-tourist experiences. Film-induced tourism is an expression of post-tourism. Since the mid-1990s a growing number of scholars (Riley and Van Doren, Tooke and Baker, Hudson and Ritchie, Leotta) have engaged with the study of this phenomenon, which Sue Beeton defined as “visitation to sites where movies and TV programmes have been filmed as well as to tours to production studios, including film-related theme parks” (11). Tourists’ fascination with film sets and locations is a perfect example of Baudrillard’s theory of hyperreality. Such places are simulacra which embody the blurred boundaries between reality and representation in a world in which unmediated access to reality is impossible (Baudrillard).Some scholars have focused on the role of mediated discourse in preparing both the site and the traveller for the process of tourist consumption (Friedberg, Crouch et al.). In particular, John Urry highlights the interdependence between tourism and the media with the concept of the ‘tourist gaze’. Urry argues that the gaze dominates tourism, which is primarily concerned with the commodification of images and visual consumption. According to Urry, movies and television play a crucial role in shaping the tourist gaze as the tourist compares what is gazed at with the familiar image of the object of the gaze. The tourist tries to reproduce his or her own expectations, which have been “constructed and sustained through a variety of non-tourist practices, such as film, TV, literature, records, and videos” (Urry 3). The inclusion of the camera functionality in digital movie maps such as ‘British Film Locations’ fulfils the need to actually reproduce the film images that the tourist has seen at home.Film and MapsThe convergence between film and (virtual) travel is also apparent in the prominent role that cartography plays in movies. Films often allude to maps in their opening sequences to situate their stories in time and space. In turn, the presence of detailed geographical descriptions of space at the narrative level often contributes to establish a stronger connection between film and viewers (Conley). Tom Conley notes that a number of British novels and their cinematic adaptations including Tolkien’s The Lord of the Rings (LOTR) and Stevenson’s Treasure Island belong to the so called ‘cartographic fiction’ genre. In these stories, maps are deployed to undo the narrative thread and inspire alternative itineraries to the extent of legitimising an interactive relation between text and reader or viewer (Conley 225).The popularity of LOTR locations as film-tourist destinations within New Zealand may be, in part, explained by the prominence of maps as both aesthetic and narrative devices (Leotta). The authenticity of the LOTR geography (both the novel and the film trilogy) is reinforced, in fact, by the reoccurring presence of the map. Tolkien designed very detailed maps of Middle Earth that were usually published in the first pages of the books. These maps play a crucial role in the immersion into the imaginary geography of Middle Earth, which represents one of the most important pleasures of reading LOTR (Simmons). The map also features extensively in the cinematic versions of both LOTR and The Hobbit. The Fellowship of the Ring opens with several shots of a map of Middle Earth, anticipating the narrative of displacement that characterizes LOTR. Throughout the trilogy the physical dimensions of the protagonists’ journey are emphasized by the foregrounding of the landscape as a map.The prominence of maps and geographical exploration as a narrative trope in ‘cartographic fiction’ such as LOTR may be responsible for activating the ‘tourist imagination’ of film viewers (Crouch et al.). The ‘tourist imagination’ is a construct that explains the sense of global mobility engendered by the daily consumption of the media, as well as actual travel. As Crouch, Jackson and Thompson put it, “the activity of tourism itself makes sense only as an imaginative process which involves a certain comprehension of the world and enthuses a distinctive emotional engagement with it” (Crouch et al. 1).The use of movie maps, the quest for film locations in real life may reproduce some of the cognitive and emotional pleasures that were activated while watching the movie, particularly if maps, travel and geographic exploration are prominent narrative elements. Several scholars (Couldry, Hills, Beeton) consider film-induced tourism as a contemporary form of pilgrimage and movie maps are becoming an inextricable part of this media ritual. Hudson and Ritchie note that maps produced by local stakeholders to promote the locations of films such as Sideways and LOTR proved to be extremely popular among tourists (391-392). In their study about the impact of paper movie maps on tourist behaviour in the UK, O’Connor and Pratt found that movie maps are an essential component in the marketing mix of a film location. For example, the map of Pride and Prejudice Country developed by the Derbyshire and Lincolnshire tourist boards significantly helped converting potential visitors into tourists as almost two in five visitors stated it ‘definitely’ turned a possible visit into a certainty (O’Connor and Pratt).Media Consumption and PlaceDigital movie maps have the potential to further reconfigure traditional understandings of media consumption and place. According to Nana Verhoeff digital mapping tools encourage a performative cartographic practice in the sense that the dynamic map emerges and changes during the users’ journey. The various functionalities of digital movie maps favour the hybridization between film reception and space navigation as by clicking on the movie map the user could potentially watch a clip of the film, read about both the film and the location, produce his/her own images and comments of the location and share it with other fans online.Furthermore, digital movie maps facilitate and enhance what Nick Couldry, drawing upon Claude Levi Strauss, calls “parcelling out”: the marking out as significant of differences in ritual space (83). According to Couldry, media pilgrimages, the visitation of TV or film locations are rituals that are based from the outset on an act of comparison between the cinematic depiction of place and its physical counterpart. Digital movie maps have the potential to facilitate this comparison by immediately retrieving images of the location as portrayed in the film. Media locations are rife with the marking of differences between the media world and the real locations as according to Couldry some film tourists seek precisely these differences (83).The development of smart phone movie maps, may also contribute to redefine the notion of audiovisual consumption. According to Nanna Verhoeff, mobile screens of navigation fundamentally revise the spatial coordinates of previously dominant, fixed and distancing cinematic screens. One of the main differences between mobile digital screens and larger, cinematic screens is that rather than being surfaces of projection or transmission, they are interfaces of software applications that combine different technological properties of the hybrid screen device: a camera, an interface for online communication, a GPS device (Verhoeff). Because of these characteristics of hybridity and intimate closeness, mobile screens involve practices of mobile and haptic engagement that turn the classical screen as distanced window on the world, into an interactive, hybrid navigation device that repositions the viewer as central within the media world (Verhoeff).In their discussion of the relocation of cinema into the iPhone, Francesco Casetti and Sara Sampietro reached similar conclusions as they define the iPhone as both a visual device and an interactive interface that mobilizes the eye as well as the hand (Casetti and Sampietro 23). The iPhone constructs an ‘existential bubble’ in which the spectator can find refuge while remaining exposed to the surrounding environment. When the surrounding environment is the real life film location, the consumption or re-consumption of the film text allowed by the digital movie map is informed by multi-sensorial and cognitive stimuli that are drastically different from traditional viewing experiences.The increasing popularity of digital movie maps is a phenomenon that could be read in conjunction with the emergence of innovative locative media such as the Google glasses and other applications of Augmented Reality (A.R.). Current smart phones available in the market are already capable to support A.R. applications and it appears likely that this will become a standard feature of movie apps within the next few years (Sakr). Augmented reality refers to the use of data overlays on real-time camera view of a location which make possible to show virtual objects within their spatial context. The camera eye on the device registers physical objects on location, and transmits these images in real time on the screen. On-screen this image is combined with different layers of data: still image, text and moving image.In a film-tourism application of augmented reality tourists would be able to point their phone camera at the location. As the camera identifies the location images from the film will overlay the image of the ‘real location’. The user, therefore, will be able to simultaneously see and walk in both the real location and the virtual film set. The notion of A.R. is related to the haptic aspect of engagement which in turn brings together the doing, the seeing and the feeling (Verhoeff). In film theory the idea of the haptic has come to stand for an engaged look that involves, and is aware of, the body – primarily that of the viewer (Marx, Sobchack). The future convergence between cinematic and mobile technologies is likely to redefine both perspectives on haptic perception of cinema and theories of film spectatorship.The application of A.R. to digital, mobile maps of film-locations will, in part, fulfill the prophecies of René Barjavel. In 1944, before Bazin’s seminal essay on the myth of total cinema, French critic Barjavel, asserted in his book Le Cinema Total that the technological evolution of the cinematic apparatus will eventually result in the total enveloppement (envelopment or immersion) of the film-viewer. This enveloppement will be characterised by the multi-sensorial experience and the full interactivity of the spectator within the movie itself. More recently, Thielmann has claimed that geomedia such as movie maps constitute a first step toward the vision that one day it might be possible to establish 3-D spaces as a medial interface (Thielmann).Film-Tourism, Augmented Reality and digital movie maps will produce a complex immersive and inter-textual media system which is at odds with Walter Benjamin’s famous thesis on the loss of ‘aura’ in the age of mechanical reproduction (Benjamin), as one of the pleasures of film-tourism is precisely the interaction with the auratic place, the actual film location or movie set. According to Nick Couldry, film tourists are interested in the aura of the place and filming itself. The notion of aura is associated here with both the material history of the location and the authentic experience of it (104).Film locations, as mediated by digital movie maps, are places in which people have a complex sensorial, emotional, cognitive and imaginative involvement. The intricate process of remediation of the film-locations can be understood as a symptom of what Lash and Urry have called the ‘re-subjectification of space’ in which ‘locality’ is re-weighted with a more subjective and affective charge of place (56). According to Lash and Urry the aesthetic-expressive dimensions of the experience of place have become as important as the cognitive ones. By providing new layers of cultural meaning and alternative modes of affective engagement, digital movie maps will contribute to redefine both the notion of tourist destination and the construction of place identity. These processes can potentially be highly problematic as within this context the identity and meanings of place are shaped and controlled by the capital forces that finance and distribute the digital movie maps. Future critical investigations of digital cartography will need to address the way in which issues of power and control are deeply enmeshed within new tourist practices. ReferencesAgnew, John, “Space and Place.” Handbook of Geographical Knowledge. Eds. John Agnew and David Livingstone. London: Sage, 2011. 316-330Barjavel, René. Cinema Total. Paris: Denoel, 1944.Baudrillard, Jean. Simulations. Trans. Paul Foss et al. New York: Semiotext(e), 1983.Beeton, Sue. Film Induced Tourism. Buffalo: Channel View Publications, 2005.Benjamin, Walter. Illuminations. Translated by Harry Zohn. Glasgow: Fontana, 1979.Campbell, Nick. “Producing America.” The Media and the Tourist Imagination. Eds. David Crouch et al. London: Routledge, 2005. 198-214.Casetti, Francesco, and Sara Sampietro. “With Eyes, with Hands: The Relocation of Cinema into the iPhone.” Moving Data: The iPhone and the Future of Media. Eds. Pelle Snickars and Patrick Vonderau. New York: Columbia University Press, 2013. 19-30.Claudell, Tom, and David Mizell. “Augmented Reality: An Application of Heads-Up Display Technology to Manual Manufacturing Processes.” Proceedings of 1992 IEEE Hawaii International Conference, 1992.Conley, Tom. “The Lord of the Rings and The Fellowship of the Map.” From Hobbits to Hollywood. Ed. Ernst Mathijs and Matthew Pomerance. Amsterdam: Rodopi, 2006. 215–30.Couldry, Nick. “The View from inside the 'Simulacrum‘: Visitors’ Tales from the Set of Coronation Street.” Leisure Studies 17.2 (1998): 94-107.Couldry, Nick. Media Rituals: A Critical Approach. London: Routledge, 2003. 75-94.Crouch, David, Rhona Jackson, and Felix Thompson. The Media and the Tourist Imagination. London: Routledge, 2005Feifer, Maxine. Going Places: The Ways of the Tourist from Imperial Rome to the Present Day. London: Macmillan, 1985.Friedberg, Anne. Window Shopping: Cinema and the Postmodern. Berkeley: University of California Press, 1993.Friedman, Thomas. The World Is Flat: A Brief History of the Twentieth Century. New York: Farrar, Strauss and Giroux, 2005.Guttentag, Daniel. “Virtual Reality: Applications and Implications for Tourism.” Tourism Management 31.5 (2010): 637-651.Hill, Matt. Fan Cultures. London: Routledge. 2002.Huang, Yu Chih, et al. “Exploring User Acceptance of 3D Virtual Worlds in Tourism Marketing”. Tourism Management 36 (2013): 490-501.Hjorth, Larissa. “The Game of Being Mobile. One Media History of Gaming and Mobile Technologies in Asia-Pacific.” Convergence 13.4 (2007): 369–381.Hudson, Simon, and Brent Ritchie. “Film Tourism and Destination Marketing: The Case of Captain Corelli’s Mandolin.” Journal of Vacation Marketing 12.3 (2006): 256–268.Jackson, Rhona. “Converging Cultures; Converging Gazes; Contextualizing Perspectives.” The Media and the Tourist Imagination. Eds. David Crouch et al. London: Routledge, 2005. 183-197.Kim, Hyounggon, and Sarah Richardson. “Motion Pictures Impacts on Destination Images.” Annals of Tourism Research 25.2 (2005): 216–327.Lash, Scott, and John Urry. Economies of Signs and Space. London: Sage, 1994.Leotta, Alfio. Touring the Screen: Tourism and New Zealand Film Geographies. London: Intellect Books, 2011.Marks, Laura. “Haptic Visuality: Touching with the Eyes.” Framework the Finnish Art Review 2 (2004): 78-82.Neuhofer, Barbara, Dimitrios Buhalis, and Adele Ladkin. ”A Typology of Technology-Enhanced Tourism Experiences.” International Journal of Tourism Research 16.4 (2014): 340-350.O’Connor, Noelle, and Stephen Pratt. Using Movie Maps to Leverage a Tourism Destination – Pride and Prejudice (2005). Paper presented at the 4th Tourism & Hospitality Research Conference – Reflection: Irish Tourism & Hospitality. Tralee Institute of Technology Conference, Tralee, Co. Kerry, Ireland. 2008.Riley, Roger, and Carlton Van Doren. “Films as Tourism Promotion: A “Pull” Factor in a “Push” Location.” Tourism Management 13.3 (1992): 267-274.Sakr, Sharif. “Augmented Reality App Concept Conjures Movie Scenes Shot in Your Location”. Engadget 2011. 1 Feb. 2016 <http://www.engadget.com/2011/06/22/augmented-reality-app-concept-conjures-movie-scenes-shot-in-your/>.Simmons, Laurence. “The Lord of the Rings: The Fellowship of the Ring.” The Cinema of Australia and New Zealand. Eds. Geoff Mayer and Keith Beattie. London: Wallflower, 2007. 223–32.Sobchack, Vivian. Carnal Thoughts: Embodiment and Moving Image Culture. Berkeley: University of California. 2004.Thielmann, Tristan. “Locative Media and Mediated Localities: An Introduction to Media Geography.” Aether 5a Special Issue on Locative Media (Spring 2010): 1-17.Tooke, Nichola, and Michael Baker. “Seeing Is Believing: The Effect of Film on Visitor Numbers to Screened Location.” Tourism Management 17.2 (1996): 87-94.Tzanelli, Rodanthi. The Cinematic Tourist. New York: Routledge, 2007.Urry, John. The Tourist Gaze. London: Sage, 2002.Urry, John, and Jonas Larsen. The Tourist Gaze 3.0. London: Sage, 2011.Verhoeff, Nana. Mobile Screens: The Visual Regime of Navigation. Amsterdam University Press, 2012.VisitBritain. “Films Continue to Draw Tourists to Britain.” 2010. 20 Oct. 2012 <http://www.visitbritain.org/mediaroom/archive/2011/filmtourism.aspx>.

‘Complex(ity)’ is currently fashionable in the humanities. Fashions come and go, but in this article I argue that the interest in complexity connects with something deeper, an intellectual revolution that began before complexity became trendy, and will continue after the spotlight passes on. Yet to make this case, and understand and advance this revolution, we need a better take on ‘complexity’. ‘Complex’ is of course complex. In common use it refers to something ‘composed of many interrelated parts’, or problems ‘so complicated or intricate as to be hard to deal with’. I will call this popular meaning, with its positive and negative values, complexity-1. In science it has a more negative sense, complexity-2, referring to the presenting complexity of problems, which science will strip down to underlying simplicity. But recently it has developed positive meanings in both science and humanities. Complexity-3 marks a revolutionarily more positive attitude to complexity in science that does seek to be reductive. Humanities-style complexity-4, which acknowledges and celebrates the inherent complexity of texts and meanings, is basic in contemporary Media and Cultural studies (MaC for short). The underlying root of complex is plico bend or fold, plus con- together, via complector grasp (something), encompass an idea, or person. The double of ‘complex’ is ‘simple’, from Latin simplex, which less obviously also comes from plico, plus semel once, at the same time. ‘Simple’ and ‘complex’ are closer than people think: only a fold or two apart. A key idea is that these elements are interdependent, parts of a single underlying form. ‘Simple(x)’ is another modality of ‘complex’, dialectically related, different in degree not kind, not absolutely opposite. The idea of ‘holding together’ is stronger in Latin complex, the idea of difficulty more prominent in modern usage, yet the term still includes both. The concept ‘complex’ is untenable apart from ‘simple’. This figure maps the basic structures in ‘complexity’. This complexity contains both positive and negative values, science and non-science, academic and popular meanings, with folds/differences and relationships so dynamically related that no aspect is totally independent. This complex field is the minimum context in which to explore claims about a ‘complexity revolution’. Complexity in Science and Humanities In spite of the apparent similarities between Complexity-3 (sciences) and 4 (humanities), in practice a gulf separates them, policed from both sides. If these sides do not talk to each other, as they often do not, the result is not a complex meaning for ‘complex’, but a semantic war-zone. These two forms of complexity connect and collide because they reach into a new space where discourses of science and non-science are interacting more than they have for many years. For many, in both academic communities, a strong, taken-for-granted mindset declares the difference between them is absolute. They assume that if ‘complexity’ exists in science, it must mean something completely different from what it means in humanities or everyday discourse, so different as to be incomprehensible or unusable by humanists. This terrified defence of the traditional gulf between sciences and humanities is not the clinching argument these critics think. On the contrary, it symptomises what needs to be challenged, via the concept complex. One influential critic of this split was Lord Snow, who talked of ‘two cultures’. Writing in class-conscious post-war Britain he regretted the ignorance of humanities-trained ruling elites about basic science, and scientists’ ignorance of humanities. No-one then or now doubts there is a problem. Most MaC students have a science-light education, and feel vulnerable to critiques which say they do not need to know any science or maths, including complexity science, and could not understand it anyway. To understand how this has happened I go back to the 17th century rise of ‘modern science’. The Royal Society then included the poet Dryden as well as the scientist Newton, but already the fissure between science and humanities was emerging in the elite, re-enforcing existing gaps between both these and technology. The three forms of knowledge and their communities continued to develop over the next 400 years, producing the education system which formed most of us, the structure of academic knowledges in which culture, technology and science form distinct fields. Complexity has been implicated in this three-way split. Influenced by Newton’s wonderful achievement, explaining so much (movements of earthly and heavenly bodies) with so little (three elegant laws of motion, one brief formula), science defined itself as a reductive practice, in which complexity was a challenge. Simplicity was the sign of a successful solution, altering the older reciprocity between simplicity and complexity. The paradox was ignored that proof involved highly complex mathematics, as anyone who reads Newton knows. What science held onto was the outcome, a simplicity then retrospectively attributed to the universe itself, as its true nature. Simplicity became a core quality in the ontology of science, with complexity-2 the imperfection which challenged and provoked science to eliminate it. Humanities remained a refuge for a complexity ontology, in which both problems and solutions were irreducibly complex. Because of the dominance of science as a form of knowing, the social sciences developed a reductivist approach opposing traditional humanities. They also waged bitter struggles against anti-reductionists who emerged in what was called ‘social theory’. Complexity-4 in humanities is often associated with ‘post-structuralism’, as in Derrida, who emphasises the irreducible complexity of every text and process of meaning, or ‘postmodernism’, as in Lyotard’s controversial, influential polemic. Lyotard attempted to take the pulse of contemporary Western thought. Among trends he noted were new forms of science, new relationships between science and humanities, and a new kind of logic pervading all branches of knowledge. Not all Lyotard’s claims have worn well, but his claim that something really important is happening in the relationship between kinds and institutions of knowledge, especially between sciences and humanities, is worth serious attention. Even classic sociologists like Durkheim recognised that the modern world is highly complex. Contemporary sociologists agree that ‘globalisation’ introduces new levels of complexity in its root sense, interconnections on a scale never seen before. Urry argues that the hyper-complexity of the global world requires a complexity approach, combining complexity-3 and 4. Lyotard’s ‘postmodernism’ has too much baggage, including dogmatic hostility to science. Humanities complexity-4 has lost touch with the sceptical side of popular complexity-1, and lacks a dialectic relationship with simplicity. ‘Complexity’, incorporating Complexity-1 and 3, popular and scientific, made more complex by incorporating humanities complexity-4, may prove a better concept for thinking creatively and productively about these momentous changes. Only complex complexity in the approach, flexible and interdisciplinary, can comprehend these highly complex new objects of knowledge. Complexity and the New Condition of Science Some important changes in the way science is done are driven not from above, by new theories or discoveries, but by new developments in social contexts. Gibbons and Nowottny identify new forms of knowledge and practice, which they call ‘mode-2 knowledge’, emerging alongside older forms. Mode-1 is traditional academic knowledge, based in universities, organised in disciplines, relating to real-life problems at one remove, as experts to clients or consultants to employers. Mode-2 is orientated to real life problems, interdisciplinary and collaborative, producing provisional, emergent knowledge. Gibbons and Nowottny do not reference postmodernism but are looking at Lyotard’s trends as they were emerging in practice 10 years later. They do not emphasise complexity, but the new objects of knowledge they address are fluid, dynamic and highly complex. They emphasise a new scale of interdisciplinarity, in collaborations between academics across all disciplines, in science, technology, social sciences and humanities, though they do not see a strong role for humanities. This approach confronts and welcomes irreducible complexity in object and methods. It takes for granted that real-life problems will always be too complex (with too many factors, interrelated in too many ways) to be reduced to the sort of problem that isolated disciplines could handle. The complexity of objects requires equivalent complexity in responses; teamwork, using networks, drawing on relevant knowledge wherever it is to be found. Lyotard famously and foolishly predicted the death of the ‘grand narrative’ of science, but Gibbons and Nowottny offer a more complex picture in which modes-1 and 2 will continue alongside each other in productive dialectic. The linear form of science Lyotard attacked is stronger than ever in some ways, as ‘Big Science’, which delivers wealth and prestige to disciplinary scientists, accessing huge funds to solve highly complex problems with a reductionist mindset. But governments also like the idea of mode-2 knowledge, under whatever name, and try to fund it despite resistance from powerful mode-1 academics. Moreover, non-reductionist science in practice has always been more common than the dominant ideology allowed, whether or not its exponents, some of them eminent scientists, chose to call it ‘complexity’ science. Quantum physics, called ‘the new physics’, consciously departed from the linear, reductionist assumptions of Newtonian physics to project an irreducibly complex picture of the quantum world. Different movements, labelled ‘catastrophe theory’, ‘chaos theory’ and ‘complexity science’, emerged, not a single coherent movement replacing the older reductionist model, but loosely linked by new attitudes to complexity. Instead of seeing chaos and complexity as problems to be removed by analysis, chaos and complexity play a more ambiguous role, as ontologically primary. Disorder and complexity are not later regrettable lapses from underlying essential simplicity and order, but potentially creative resources, to be understood and harnessed, not feared, controlled, eliminated. As a taste of exciting ideas on complexity, barred from humanities MaC students by the general prohibition on ‘consorting with the enemy’ (science), I will outline three ideas, originally developed in complexity-3, which can be described in ways requiring no specialist knowledge or vocabulary, beyond a Mode-2 openness to dynamic, interdisciplinary engagement. Fractals, a term coined by mathematician Benoit Mandelbrot, are so popular as striking shapes produced by computer-graphics, circulated on T-shirts, that they may seem superficial, unscientific, trendy. They exist at an intersection between science, media and culture, and their complexity includes transactions across that folded space. The name comes from Latin fractus, broken: irregular shapes like broken shards, which however have their own pattern. Mandelbrot claims that in nature, many such patterns partly repeat on different scales. When this happens, he says, objects on any one scale will have equivalent complexity. Part of this idea is contained in Blake’s famous line: ‘To see the world in a grain of sand’. The importance of the principle is that it fundamentally challenges reductiveness. Nor is it as unscientific as it may sound. Geologists indeed see grains of sand under a microscope as highly complex. In sociology, instead of individuals (literal meaning ‘cannot be divided’) being the minimally simple unit of analysis, individuals can be understood to be as complex (e.g. with multiple identities, linked with many other social beings) as groups, classes or nations. There is no level where complexity disappears. A second concept is ‘fuzzy logic’, invented by an engineer, Zadeh. The basic idea is not unlike the literary critic Empson’s ‘ambiguity’, the sometimes inexhaustible complexity of meanings in great literature. Zadeh’s contribution was to praise the inherent ambiguity and ambiguity of natural languages as a resource for scientists and engineers, making them better, not worse, for programming control systems. Across this apparently simple bridge have flowed many fuzzy machines, more effective than their over-precise brothers. Zadeh crystallised this wisdom in his ‘Principle of incompatibility’: As the complexity of a system increases, our ability to make precise and yet significant statements about its behaviour decreases until a threshold is reached beyond which precision and significance (or relevance) become almost mutually exclusive characteristics (28) Something along these lines is common wisdom in complexity-1. For instance, under the headline “Law is too complex for juries to understand, says judge” (Dick 4), the Chief Justice of Australia, Murray Gleeson, noted a paradox of complexity, that attempts to improve a system by increasing its complexity make it worse (meaningless or irrelevant, as Zadeh said). The system loses its complexity in another sense, that it no longer holds together. My third concept is the ‘Butterfly Effect’, a name coined by Lorenz. The butterfly was this scientist’s poetic fantasy, an imagined butterfly that flaps its wings somewhere on the Andes, and introduces a small change in the weather system that triggers a hurricane in Montana, or Beijing. This idea is another riff on the idea that complex situations are not reducible to component elements. Every cause is so complex that we can never know in advance just what factor will operate in a given situation, or what its effects might be across a highly complex system. Travels in Complexity I will now explore these issues with reference to a single example, or rather, a nested set of examples, each (as in fractal theory) equivalently complex, yet none identical at any scale. I was travelling in a train from Penrith to Sydney in New South Wales in early 2006 when I read a publicity text from NSW State Rail which asked me: ‘Did you know that delays at Sydenham affect trains to Parramatta? Or that a sick passenger on a train at Berowra can affect trains to Penrith?’ No, I did not know that. As a typical commuter I was impressed, and even more so as an untypical commuter who knows about complexity science. Without ostentatious reference to sources in popular science, NSW Rail was illustrating Lorenz’s ‘butterfly effect’. A sick passenger is prosaic, a realistic illustration of the basic point, that in a highly complex system, a small change in one part, so small that no-one could predict it would matter, can produce a massive, apparently unrelated change in another part. This text was part of a publicity campaign with a scientific complexity-3 subtext, which ran in a variety of forms, in their website, in notices in carriages, on the back of tickets. I will use a complexity framework to suggest different kinds of analysis and project which might interest MaC students, applicable to objects that may not refer to be complexity-3. The text does two distinct things. It describes a planning process, and is part of a publicity program. The first, simplifying movement of Mode-1 analysis would see this difference as projecting two separate objects for two different specialists: a transport expert for the planning, a MaC analyst for the publicity, including the image. Unfortunately, as Zadeh warned, in complex conditions simplification carries an explanatory cost, producing descriptions that are meaningless or irrelevant, even though common sense (complexity-1) says otherwise. What do MaC specialists know about rail systems? What do engineers know about publicity? But collaboration in a mode-2 framework does not need extensive specialist knowledge, only enough to communicate with others. MaC specialists have a fuzzy knowledge of their own and other areas of knowledge, attuned by Humanities complexity-4 to tolerate uncertainty. According to the butterfly principle it would be foolish to wish our University education had equipped us with the necessary other knowledges. We could never predict what precise items of knowledge would be handy from our formal and informal education. The complexity of most mode-2 problems is so great that we cannot predict in advance what we will need to know. MaC is already a complex field, in which ‘Media’ and ‘Culture’ are fuzzy terms which interact in different ways. Media and other organisations we might work with are often imbued with linear forms of thought (complexity-2), and want simple answers to simple questions about complex systems. For instance, MaC researchers might be asked as consultants to determine the effect of this message on typical commuters. That form of analysis is no longer respectable in complexity-4 MaC studies. Old-style (complexity-2) effects-research modelled Senders, Messages and Receivers to measure effects. Standard research methods of complexity-2 social sciences might test effects of the message by a survey instrument, with a large sample to allow statistically significant results. Using this, researchers could claim to know whether the publicity campaign had its desired effect on its targeted demographic: presumably inspiring confidence in NSW Rail. However, each of these elements is complex, and interactions between them, and others that don’t enter into the analysis, create further levels of complexity. To manage this complexity, MaC analysts often draw on Foucault’s authority to use ‘discourse’ to simplify analysis. This does not betray the principle of complexity. Complexity-4 needs a simplicity-complexity dialectic. In this case I propose a ‘complexity discourse’ to encapsulate the complex relations between Senders, Receivers and Messages into a single word, which can then be related to other such elements (e.g. ‘publicity discourse’). In this case complexity-3 can also be produced by attending to details of elements in the S-M-R chain, combining Derridean ‘deconstruction’ with expert knowledge of the situation. This Sender may be some combination of engineers and planners, managers who commissioned the advertisement, media professionals who carried it out. The message likewise loses its unity as its different parts decompose into separate messages, leaving the transaction a fraught, unpredictable encounter between multiple messages and many kinds of reader and sender. Alongside its celebration of complexity-3, this short text runs another message: ‘untangling our complex rail network’. This is complexity-2 from science and engineering, where complexity is only a problem to be removed. A fuller text on the web-site expands this second strand, using bullet points and other signals of a linear approach. In this text, there are 5 uses of ‘reliable’, 6 uses of words for problems of complexity (‘bottlenecks’, ‘delays’, ‘congestion’), and 6 uses of words for the new system (‘simpler’, ‘independent’). ‘Complex’ is used twice, both times negatively. In spite of the impression given by references to complexity-3, this text mostly has a reductionist attitude to complexity. Complexity is the enemy. Then there is the image. Each line is a different colour, and they loop in an attractive way, seeming to celebrate graceful complexity-2. Yet this part of the image is what is going to be eliminated by the new program’s complexity-2. The interesting complexity of the upper part of the image is what the text declares is the problem. What are commuters meant to think? And Railcorp? This media analysis identifies a fissure in the message, which reflects a fissure in the Sender-complex. It also throws up a problem in the culture that produced such interesting allusions to complexity science, but has linear, reductionist attitudes to complexity in its practice. We can ask: where does this cultural problem go, in the organisation, in the interconnected system and bureaucracy it manages? Is this culture implicated in the problems the program is meant to address? These questions are more productive if asked in a collaborative mode-2 framework, with an organisation open to such questions, with complex researchers able to move between different identities, as media analyst, cultural analyst, and commuter, interested in issues of organisation and logistics, engaged with complexity in all senses. I will continue my imaginary mode-2 collaboration with Railcorp by offering them another example of fractal analysis, looking at another instant, captured in a brief media text. On Wednesday 14 March, 2007, two weeks before a State government election, a very small cause triggered a systems failure in the Sydney network. A small carbon strip worth $44 which was not properly attached properly threw Sydney’s transport network into chaos on Wednesday night, causing thousands of commuters to be trapped in trains for hours. (Baker and Davies 7) This is an excellent example of a butterfly effect, but it is not labelled as such, nor regarded positively in this complexity-1 framework. ‘Chaos’ signifies something no-one wants in a transport system. This is popular not scientific reductionism. The article goes on to tell the story of one passenger, Mark MacCauley, a quadriplegic left without power or electricity in a train because the lift was not working. He rang City Rail, and was told that “someone would be in touch in 3 to 5 days” (Baker and Davies 7). He then rang emergency OOO, and was finally rescued by contractors “who happened to be installing a lift at North Sydney” (Baker and Davies 7). My new friends at NSW Rail would be very unhappy with this story. It would not help much to tell them that this is a standard ‘human interest’ article, nor that it is more complex than it looks. For instance, MacCauley is not typical of standard passengers who usually concern complexity-2 planners of rail networks. He is another butterfly, whose specific needs would be hard to predict or cater for. His rescue is similarly unpredictable. Who would have predicted that these contractors, with their specialist equipment, would be in the right place at the right time to rescue him? Complexity provided both problem and solution. The media’s double attitude to complexity, positive and negative, complexity-1 with a touch of complexity-3, is a resource which NSW Rail might learn to use, even though it is presented with such hostility here. One lesson of the complexity is that a tight, linear framing of systems and problems creates or exacerbates problems, and closes off possible solutions. In the problem, different systems didn’t connect: social and material systems, road and rail, which are all ‘media’ in McLuhan’s highly fuzzy sense. NSW Rail communication systems were cumbrously linear, slow (3 to 5 days) and narrow. In the solution, communication cut across institutional divisions, mediated by responsive, fuzzy complex humans. If the problem came from a highly complex system, the solution is a complex response on many fronts: planning, engineering, social and communication systems open to unpredictable input from other surrounding systems. As NSW Rail would have been well aware, the story responded to another context. The page was headed ‘Battle for NSW’, referring to an election in 2 weeks, in which this newspaper editorialised that the incumbent government should be thrown out. This political context is clearly part of the complexity of the newspaper message, which tries to link not just the carbon strip and ‘chaos’, but science and politics, this strip and the government’s credibility. Yet the government was returned with a substantial though reduced majority, not the swingeing defeat that might have been predicted by linear logic (rail chaos = electoral defeat) or by some interpretations of the butterfly effect. But complexity-3 does not say that every small cause produces catastrophic effects. On the contrary, it says that causal situations can be so complex that we can never be entirely sure what effects will follow from any given case. The political situation in all its complexity is an inseparable part of the minimal complex situation which NSW Rail must take into account as it considers how to reform its operations. It must make complexity in all its senses a friend and ally, not just a source of nasty surprises. My relationship with NSW Rail at the moment is purely imaginary, but illustrates positive and negative aspects of complexity as an organising principle for MaC researchers today. The unlimited complexity of Humanities’ complexity-4, Derridean and Foucauldian, can be liberating alongside the sometimes excessive scepticism of Complexity-2, but needs to keep in touch with the ambivalence of popular complexity-1. Complexity-3 connects with complexity-2 and 4 to hold the bundle together, in a more complex, cohesive, yet still unstable dynamic structure. It is this total sprawling, inchoate, contradictory (‘complex’) brand of complexity that I believe will play a key role in the up-coming intellectual revolution. But only time will tell. References Baker, Jordan, and Anne Davies. “Carbon Strip Caused Train Chaos.” Sydney Morning Herald 17 Mar. 2007: 7. Derrida, Jacques. Of Grammatology. Baltimore: Johns Hopkins, 1976. Dick, Tim. “Law Is Now Too Complex for Juries to Understand, Says Judge.” Sydney Morning Herald 26 Mar. 2007: 4. Empson, William. Seven Types of Ambiguity. London: Chatto and Windus, 1930. Foucault, Michel. “The Order of Discourse.” In Archaeology of Knowledge, trans. A.M Sheridan Smith. London: Tavistock, 1972. Gibbons, Michael. The New Production of Knowledge. London: Sage, 1994. Lorenz, Edward. The Essence of Chaos. London: University College, 1993. Lyotard, Jean-Francois. The Postmodern Condition. Manchester: Manchester UP, 1984. McLuhan, Marshall. Understanding Media. London: Routledge, 1964. Mandelbrot, Benoit. “The Fractal Geometry of Nature.” In Nina Hall, ed. The New Scientist Guide to Chaos. Harmondsworth: Penguin, 1963. Nowottny, Henry. Rethinking Science. London: Polity, 2001. Snow, Charles Percy. The Two Cultures and the Scientific Revolution. London: Faber 1959. Urry, John. Global Complexity. London: Sage, 2003. Zadeh, Lotfi Asker. “Outline of a New Approach to the Analysis of Complex Systems and Decision Processes.” ILEE Transactions on Systems, Man, and Cybernetics 3.1 (1973): 28-44. Citation reference for this article MLA Style Hodge, Bob. "The Complexity Revolution." M/C Journal 10.3 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0706/01-hodge.php>. APA Style Hodge, B. (Jun. 2007) "The Complexity Revolution," M/C Journal, 10(3). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0706/01-hodge.php>.

IntroductionThe Internet (especially in the so-called Web 2.0 phase), digital media and file-sharing networks have thrust copyright law under public scrutiny, provoking discourses questioning what is fair in the digital age. Accessible hardware and software has led to prosumerism – creativity blending media consumption with media production to create new works that are freely disseminated online via popular video-sharing Web sites such as YouTube or genre specific music sites like GYBO (“Get Your Bootleg On”) amongst many others. The term “prosumer” is older than the Web, and the conceptual convergence of producer and consumer roles is certainly not new, for “at electric speeds the consumer becomes producer as the public becomes participant role player” (McLuhan 4). Similarly, Toffler’s “Third Wave” challenges “old power relationships” and promises to “heal the historic breach between producer and consumer, giving rise to the ‘prosumer’ economics” (27). Prosumption blurs the traditionally separate consumer and producer creating a new creative era of mass customisation of artefacts culled from the (copyrighted) media landscape (Tapscott 62-3). Simultaneously, corporate interests dependent upon the protections provided by copyright law lobby for augmented rights and actively defend their intellectual property through law suits, takedown notices and technological reinforcement. Despite a lack demonstrable economic harm in many cases, the propertarian approach is winning and frequently leading to absurd results (Collins).The balance between private and public interests in creative works is facilitated by the doctrine of fair use (as codified in the United States Copyright Act 1976, section 107). The majority of copyright laws contain “fair” exceptions to claims of infringement, but fair use is characterised by a flexible, open-ended approach that allows the law to flex with the times. Until recently the defence was unique to the U.S., but on 2 January Israel amended its copyright laws to include a fair use defence. (For an overview of the new Israeli fair use exception, see Efroni.) Despite its flexibility, fair use has been systematically eroded by ever encroaching copyrights. This paper argues that copyright enforcement has spun out of control and the raison d’être of the law has shifted from being “an engine of free expression” (Harper & Row, Publishers, Inc. v. Nation Enterprises 471 U.S. 539, 558 (1985)) towards a “legal regime for intellectual property that increasingly looks like the law of real property, or more properly an idealized construct of that law, one in which courts seeks out and punish virtually any use of an intellectual property right by another” (Lemley 1032). Although the copyright landscape appears bleak, two recent cases suggest that fair use has not fallen by the wayside and may well recover. This paper situates fair use as an essential legal and cultural mechanism for optimising creative expression.A Brief History of CopyrightThe law of copyright extends back to eighteenth century England when the Statute of Anne (1710) was enacted. Whilst the length of this paper precludes an in depth analysis of the law and its export to the U.S., it is important to stress the goals of copyright. “Copyright in the American tradition was not meant to be a “property right” as the public generally understands property. It was originally a narrow federal policy that granted a limited trade monopoly in exchange for universal use and access” (Vaidhyanathan 11). Copyright was designed as a right limited in scope and duration to ensure that culturally important creative works were not the victims of monopolies and were free (as later mandated in the U.S. Constitution) “to promote the progress.” During the 18th century English copyright discourse Lord Camden warned against propertarian approaches lest “all our learning will be locked up in the hands of the Tonsons and the Lintons of the age, who will set what price upon it their avarice chooses to demand, till the public become as much their slaves, as their own hackney compilers are” (Donaldson v. Becket 17 Cobbett Parliamentary History, col. 1000). Camden’s sentiments found favour in subsequent years with members of the North American judiciary reiterating that copyright was a limited right in the interests of society—the law’s primary beneficiary (see for example, Wheaton v. Peters 33 US 591 [1834]; Fox Film Corporation v. Doyal 286 US 123 [1932]; US v. Paramount Pictures 334 US 131 [1948]; Mazer v. Stein 347 US 201, 219 [1954]; Twentieth Century Music Corp. v. Aitken 422 U.S. 151 [1975]; Aronson v. Quick Point Pencil Co. 440 US 257 [1979]; Dowling v. United States 473 US 207 [1985]; Harper & Row, Publishers, Inc. v. Nation Enterprises 471 U.S. 539 [1985]; Luther R. Campbell a.k.a. Luke Skyywalker, et al. v. Acuff-Rose Music, Inc. 510 U.S 569 [1994]). Putting the “Fair” in Fair UseIn Folsom v. Marsh 9 F. Cas. 342 (C.C.D. Mass. 1841) (No. 4,901) Justice Storey formulated the modern shape of fair use from a wealth of case law extending back to 1740 and across the Atlantic. Over the course of one hundred years the English judiciary developed a relatively cohesive set of principles governing the use of a first author’s work by a subsequent author without consent. Storey’s synthesis of these principles proved so comprehensive that later English courts would look to his decision for guidance (Scott v. Stanford L.R. 3 Eq. 718, 722 (1867)). Patry explains fair use as integral to the social utility of copyright to “encourage. . . learned men to compose and write useful books” by allowing a second author to use, under certain circumstances, a portion of a prior author’s work, where the second author would himself produce a work promoting the goals of copyright (Patry 4-5).Fair use is a safety valve on copyright law to prevent oppressive monopolies, but some scholars suggest that fair use is less a defence and more a right that subordinates copyrights. Lange and Lange Anderson argue that the doctrine is not fundamentally about copyright or a system of property, but is rather concerned with the recognition of the public domain and its preservation from the ever encroaching advances of copyright (2001). Fair use should not be understood as subordinate to the exclusive rights of copyright owners. Rather, as Lange and Lange Anderson claim, the doctrine should stand in the superior position: the complete spectrum of ownership through copyright can only be determined pursuant to a consideration of what is required by fair use (Lange and Lange Anderson 19). The language of section 107 suggests that fair use is not subordinate to the bundle of rights enjoyed by copyright ownership: “Notwithstanding the provisions of sections 106 and 106A, the fair use of a copyrighted work . . . is not an infringement of copyright” (Copyright Act 1976, s.107). Fair use is not merely about the marketplace for copyright works; it is concerned with what Weinreb refers to as “a community’s established practices and understandings” (1151-2). This argument boldly suggests that judicial application of fair use has consistently erred through subordinating the doctrine to copyright and considering simply the effect of the appropriation on the market place for the original work.The emphasis on economic factors has led courts to sympathise with copyright owners leading to a propertarian or Blackstonian approach to copyright (Collins; Travis) propagating the myth that any use of copyrighted materials must be licensed. Law and media reports alike are potted with examples. For example, in Bridgeport Music, Inc., et al v. Dimension Films et al 383 F. 3d 400 (6th Cir. 2004) a Sixth Circuit Court of Appeals held that the transformative use of a three-note guitar sample infringed copyrights and that musicians must obtain licence from copyright owners for every appropriated audio fragment regardless of duration or recognisability. Similarly, in 2006 Christopher Knight self-produced a one-minute television advertisement to support his campaign to be elected to the board of education for Rockingham County, North Carolina. As a fan of Star Wars, Knight used a makeshift Death Star and lightsaber in his clip, capitalising on the imagery of the Jedi Knight opposing the oppressive regime of the Empire to protect the people. According to an interview in The Register the advertisement was well received by local audiences prompting Knight to upload it to his YouTube channel. Several months later, Knight’s clip appeared on Web Junk 2.0, a cable show broadcast by VH1, a channel owned by media conglomerate Viacom. Although his permission was not sought, Knight was pleased with the exposure, after all “how often does a local school board ad wind up on VH1?” (Metz). Uploading the segment of Web Junk 2.0 featuring the advertisement to YouTube, however, led Viacom to quickly issue a take-down notice citing copyright infringement. Knight expressed his confusion at the apparent unfairness of the situation: “Viacom says that I can’t use my clip showing my commercial, claiming copy infringement? As we say in the South, that’s ass-backwards” (Metz).The current state of copyright law is, as Patry says, “depressing”:We are well past the healthy dose stage and into the serious illness stage ... things are getting worse, not better. Copyright law has abandoned its reason for being: to encourage learning and the creation of new works. Instead, its principal functions now are to preserve existing failed business models, to suppress new business models and technologies, and to obtain, if possible, enormous windfall profits from activity that not only causes no harm, but which is beneficial to copyright owners. Like Humpty-Dumpty, the copyright law we used to know can never be put back together.The erosion of fair use by encroaching private interests represented by copyrights has led to strong critiques leveled at the judiciary and legislators by Lessig, McLeod and Vaidhyanathan. “Free culture” proponents warn that an overly strict copyright regime unbalanced by an equally prevalent fair use doctrine is dangerous to creativity, innovation, culture and democracy. After all, “few, if any, things ... are strictly original throughout. Every book in literature, science and art, borrows, and must necessarily borrow, and use much which was well known and used before. No man creates a new language for himself, at least if he be a wise man, in writing a book. He contents himself with the use of language already known and used and understood by others” (Emerson v. Davis, 8 F. Cas. 615, 619 (No. 4,436) (CCD Mass. 1845), qted in Campbell v. Acuff-Rose, 62 U.S.L.W. at 4171 (1994)). The rise of the Web 2.0 phase with its emphasis on end-user created content has led to an unrelenting wave of creativity, and much of it incorporates or “mashes up” copyright material. As Negativland observes, free appropriation is “inevitable when a population bombarded with electronic media meets the hardware [and software] that encourages them to capture it” and creatively express themselves through appropriated media forms (251). The current state of copyright and fair use is bleak, but not beyond recovery. Two recent cases suggest a resurgence of the ideology underpinning the doctrine of fair use and the role played by copyright.Let’s Go CrazyIn “Let’s Go Crazy #1” on YouTube, Holden Lenz (then eighteen months old) is caught bopping to a barely recognizable recording of Prince’s “Let’s Go Crazy” in his mother’s Pennsylvanian kitchen. The twenty-nine second long video was viewed a mere twenty-eight times by family and friends before Stephanie Lenz received an email from YouTube informing her of its compliance with a Digital Millennium Copyright Act (DMCA) take-down notice issued by Universal, copyright owners of Prince’s recording (McDonald). Lenz has since filed a counterclaim against Universal and YouTube has reinstated the video. Ironically, the media exposure surrounding Lenz’s situation has led to the video being viewed 633,560 times at the time of writing. Comments associated with the video indicate a less than reverential opinion of Prince and Universal and support the fairness of using the song. On 8 Aug. 2008 a Californian District Court denied Universal’s motion to dismiss Lenz’s counterclaim. The question at the centre of the court judgment was whether copyright owners should consider “the fair use doctrine in formulating a good faith belief that use of the material in the manner complained of is not authorized by the copyright owner, its agent, or the law.” The court ultimately found in favour of Lenz and also reaffirmed the position of fair use in relation to copyright. Universal rested its argument on two key points. First, that copyright owners cannot be expected to consider fair use prior to issuing takedown notices because fair use is a defence, invoked after the act rather than a use authorized by the copyright owner or the law. Second, because the DMCA does not mention fair use, then there should be no requirement to consider it, or at the very least, it should not be considered until it is raised in legal defence.In rejecting both arguments the court accepted Lenz’s argument that fair use is an authorised use of copyrighted materials because the doctrine of fair use is embedded into the Copyright Act 1976. The court substantiated the point by emphasising the language of section 107. Although fair use is absent from the DMCA, the court reiterated that it is part of the Copyright Act and that “notwithstanding the provisions of sections 106 and 106A” a fair use “is not an infringement of copyright” (s.107, Copyright Act 1976). Overzealous rights holders frequently abuse the DMCA as a means to quash all use of copyrighted materials without considering fair use. This decision reaffirms that fair use “should not be considered a bizarre, occasionally tolerated departure from the grand conception of the copyright design” but something that it is integral to the constitution of copyright law and essential in ensuring that copyright’s goals can be fulfilled (Leval 1100). Unlicensed musical sampling has never fared well in the courtroom. Three decades of rejection and admonishment by judges culminated in Bridgeport Music, Inc., et al v. Dimension Films et al 383 F. 3d 400 (6th Cir. 2004): “Get a license or do not sample. We do not see this stifling creativity in any significant way” was the ruling on an action brought against an unlicensed use of a three-note guitar sample under section 114, an audio piracy provision. The Bridgeport decision sounded a death knell for unlicensed sampling, ensuring that only artists with sufficient capital to pay the piper could legitimately be creative with the wealth of recorded music available. The cost of licensing samples can often outweigh the creative merit of the act itself as discussed by McLeod (86) and Beaujon (25). In August 2008 the Supreme Court of New York heard EMI v. Premise Media in which EMI sought an injunction against an unlicensed fifteen second excerpt of John Lennon’s “Imagine” featured in Expelled: No Intelligence Allowed, a controversial documentary canvassing alleged chilling of intelligent design proponents in academic circles. (The family of John Lennon and EMI had previously failed to persuade a Manhattan federal court in a similar action.) The court upheld Premise Media’s arguments for fair use and rejected the Bridgeport approach on which EMI had rested its entire complaint. Justice Lowe criticised the Bridgeport court for its failure to examine the legislative intent of section 114 suggesting that courts should look to the black letter of the law rather than blindly accept propertarian arguments. This decision is of particular importance because it establishes that fair use applies to unlicensed use of sound recordings and re-establishes de minimis use.ConclusionThis paper was partly inspired by the final entry on eminent copyright scholar William Patry’s personal copyright law blog (1 Aug. 2008). A copyright lawyer for over 25 years, Patry articulated his belief that copyright law has swung too far away from its initial objectives and that balance could never be restored. The two cases presented in this paper demonstrate that fair use – and therefore balance – can be recovered in copyright. The federal Supreme Court and lower courts have stressed that copyright was intended to promote creativity and have upheld the fair doctrine, but in order for the balance to exist in copyright law, cases must come before the courts; copyright myth must be challenged. As McLeod states, “the real-world problems occur when institutions that actually have the resources to defend themselves against unwarranted or frivolous lawsuits choose to take the safe route, thus eroding fair use”(146-7). ReferencesBeaujon, Andrew. “It’s Not the Beat, It’s the Mocean.” CMJ New Music Monthly. April 1999.Collins, Steve. “Good Copy, Bad Copy: Covers, Sampling and Copyright.” M/C Journal 8.3 (2005). 26 Aug. 2008 ‹http://journal.media-culture.org.au/0507/02-collins.php›.———. “‘Property Talk’ and the Revival of Blackstonian Copyright.” M/C Journal 9.4 (2006). 26 Aug. 2008 ‹http://journal.media-culture.org.au/0609/5-collins.php›.Donaldson v. Becket 17 Cobbett Parliamentary History, col. 953.Efroni, Zohar. “Israel’s Fair Use.” The Center for Internet and Society (2008). 26 Aug. 2008 ‹http://cyberlaw.stanford.edu/node/5670›.Lange, David, and Jennifer Lange Anderson. “Copyright, Fair Use and Transformative Critical Appropriation.” Conference on the Public Domain, Duke Law School. 2001. 26 Aug. 2008 ‹http://www.law.duke.edu/pd/papers/langeand.pdf›.Lemley, Mark. “Property, Intellectual Property, and Free Riding.” Texas Law Review 83 (2005): 1031.Lessig, Lawrence. The Future of Ideas. New York: Random House, 2001.———. Free Culture. New York: Penguin, 2004.Leval, Pierre. “Toward a Fair Use Standard.” Harvard Law Review 103 (1990): 1105.McDonald, Heather. “Holden Lenz, 18 Months, versus Prince and Universal Music Group.” About.com: Music Careers 2007. 26 Aug. 2008 ‹http://musicians.about.com/b/2007/10/27/holden-lenz-18-months-versus-prince-and-universal-music-group.htm›.McLeod, Kembrew. “How Copyright Law Changed Hip Hop: An interview with Public Enemy’s Chuck D and Hank Shocklee.” Stay Free 2002. 26 Aug. 2008 ‹http://www.stayfreemagazine.org/archives/20/public_enemy.html›.———. Freedom of Expression: Overzealous Copyright Bozos and Other Enemies of Creativity. United States: Doubleday, 2005.McLuhan, Marshall, and Barrington Nevitt. Take Today: The Executive as Dropout. Ontario: Longman Canada, 1972.Metz, Cade. “Viacom Slaps YouTuber for Behaving like Viacom.” The Register 2007. 26 Aug. 2008 ‹http://www.theregister.co.uk/2007/08/30/viacom_slaps_pol/›.Negativland, ed. Fair Use: The Story of the Letter U and the Numeral 2. Concord: Seeland, 1995.Patry, William. The Fair Use Privilege in Copyright Law. Washington DC: Bureau of National Affairs, 1985.———. “End of the Blog.” The Patry Copyright Blog. 1 Aug. 2008. 27 Aug. 2008 ‹http://williampatry.blogspot.com/2008/08/end-of-blog.html›.Tapscott, Don. The Digital Economy: Promise and Peril in the Age of Networked Intelligence. New York: McGraw Hill, 1996.Toffler, Alvin. The Third Wave. London, Glasgow, Sydney, Auckland. Toronto, Johannesburg: William Collins, 1980.Travis, Hannibal. “Pirates of the Information Infrastructure: Blackstonian Copyright and the First Amendment.” Berkeley Technology Law Journal, Vol. 15 (2000), No. 777.Vaidhyanathan, Siva. Copyrights and Copywrongs: The Rise of Intellectual Property and How It Threatens Creativity. New York; London: New York UP, 2003.

Introduction Jerusalema, a song from Mzansi — an informal isiZulu name for South Africa — became a global hit during the Covid-19 pandemic. Set to a repetitive, slow four-to-a-bar beat characteristic of South African house music, the gospel-influenced song was released through Open Mic Productions in 2019 by the DJ and record producer Kgaogelo Moagi, popularly known as ‘Master KG’. The production resulted from a collaboration between Master KG, the music producer Charmza The DJ, who composed the music, and the vocalist Nomcebo Zikode, who wrote the lyrics and performed the song for the master recording. Jerusalema immediately trended on social media and, as a “soundtrack of the pandemic” (Modise), became one of the most popular songs of 2020. Soon, it reached no. 1 on the music charts in Belgium, Romania, the Netherlands, South Africa, and Switzerland, while going triple platinum in Italy and double platinum in Spain (Hissong). By September 2020, Jerusalema was the most Shazammed song in history. To date, it has generated more than half a billion views on YouTube. After its initial success as a music video, the song’s influence was catapulted to a global cultural phenomenon by the #JerusalemaDanceChallenge video posted by the Angolan dance troupe Fenómenos do Semba in 2020, featuring exquisite dance steps that inspired a viral social media challenge. Some observed that footwork in several of the videos posted, suggested dance types associated with pantsula jive and kwaito music, both of which originated from the black townships of South Africa during the apartheid era. Yet, the leader of the Angolan dance troupe Fenómenos do Semba, Adilson Maiza claimed that the group’s choreography mixed kuduro dance steps (derived from the Angolan Portuguese term “cu duro” or “hard ass”) and Afro-beat. According to Master KG, indeed, the choreography made famous by the Angolan dancers conveyed an Angolan touch, described by Maiza as signature ginga e banga Angolana (Angolan sway and swag; Kabir). As a “counter-contagion” in the age of Coronavirus (Kabir), groups of individuals, ranging from school learners and teachers, police officers, and nursing staff in Africa to priests and nuns in Europe and Palestinians in the Old City of Jerusalem were posting Jerusalema dance videos. Famous efforts came from Vietnam, Switzerland, Ireland, Austria, and Morocco. Numerous videos of healthcare workers became a source of hope for patients with COVID-19 (Chingono). Following the thought of Zygmunt Bauman, in this article I interpret Jerusalema as a “re-enchantment” of a disenchanted world. Focussing on the song’s “magic”, I interrogate why this music video could take on such special meaning for millions of individuals and inspire a viral dance craze. My understanding of “magic” draws on the writings of Patrick Curry, who, in turn, bases his definition of the term on the thought of J.R.R. Tolkien. Curry (5) cites Tolkien in differentiating between two ways in which the word “magic” is generally used: “one to mean enchantment, as in: ‘It was magic!’ and the other to denote a paranormal means to an end, as in: ‘to use magic’”. The argument in this article draws on the first of these explications. As a global media sensation, Jerusalema placed a spotlight on the paucity of a “de-spiritualized, de-animated world,” a world “waging war against mystery and magic” (Baumann x-xi). However, contexts of production and reception, as outlined in Burns and Hawkins (2ff.), warrant consideration of social and cultural values and ideologies masked by the music video’s idealised representation of everyday South African life and its glamourised expression of faith. Thus, while referring to the millennia-old Jerusalem trope and its ensuing mythologies via an intertextual reading, I shall also consider the song alongside the South African-produced epic gangster action film Jerusalema (2008; Orange) while furthermore reflecting on the contexts of its production. Why Jerusalema — Why Its “Magic”? The global fame attained by Master KG’s Jerusalema brought to the fore questions of what made the song and its ensuing dance challenge so exceptional and what lay behind its “magic” (Ndzuta). The song’s simple yet deeply spiritual words appeal to God to take the singer to the heavenly city. In an abbreviated form, as translated from the original isiZulu, the words mean, “Jerusalem is my home, guard me, walk with me, do not leave me here — Jerusalem is my home, my place is not here, my kingdom is not here” (“Jerusalema Lyrics in English”). These words speak of the yearning for salvation, home, and togetherness, with Jerusalem as its spiritual embodiment. As Ndzuta notes, few South African songs have achieved the kind of global status attained by “Jerusalema”. A prominent earlier example is Miriam Makeba’s dance hit Pata Pata, released in the 1960s during the apartheid era. The song’s global impact was enabled by Makeba’s fame and talent as a singer and her political activism against the apartheid regime (Ndzuta). Similarly, the South African hits included on Paul Simon’s Graceland album (1986) — like Ladysmith Black Mambazo’s Homeless — emanated from a specific politico-historical moment that, despite critique against Simon for violating the cultural boycott against South Africa at the time, facilitated their international impact and dissemination (Denselow). Jerusalema’s fame was not tied to political activism but derived from the turbulent times of the COVID-19 pandemic, which, according to statistics published by the World Health Organization, by the end of 2020 had claimed more than 3 million lives globally (“True Death Toll of Covid-19”). Within this context, the song’s message of divine guidance and the protection of a spiritual home was particularly relevant as it lifted global spirits darkened by the pandemic and the many losses it incurred. Likewise, the #JerusalemaDanceChallenge brought joy and feelings of togetherness during these challenging times, as was evidenced by the countless videos posted online. The Magic of the Myth Central to the lyrics of Jerusalema is the city of Jerusalem, which has, as Hees (95) notes, for millennia been “an intense marker of personal, social and religious identity and aspirations in words and music”. Nevertheless, Master KG’s Jerusalema differs from other “Jerusalem songs” in that it encompasses dense layering of “enchantment”. In contrast to Ladysmith Black Mambazo’s Awu Jerusalema, for instance, with its solemn, hymn-like structure and close harmonic vocal delivery, Master KG’s Jerusalema features Nomcebo’s sensuous and versatile voice in a gripping version of the South African house/gospel style known affectionately as the “Amapiano sound” — a raw hybrid of deep house, jazz and lounge music characterised by the use of synthesizers and wide percussive basslines (Seroto). In the original music video, in combination with Nomcebo’s soulful rendition, visuals featuring everyday scenes from South African township life take on alluring, if not poetic dimensions — a magical sensory mix, to which an almost imperceptible slow-motion camera effect adds the impression of “time slowing down”, simultaneously “softening” images of poverty and decay. Fig. 1: “Enchantment” and the joy of the dance. Still from the video “Jerusalema”. From a philosophical perspective, Zygmunt Bauman (xi) contends that “it is against a dis-enchanted world that the postmodern re-enchantment is aimed”. Yet, in a more critical vein, he also argues that, within the postmodern condition, humanity has been left alone with its fears and with an existential void that is “here to stay”: “postmodernity has not allayed the fears that modernity injected into humanity; postmodernity only privatized these fears”. For this reason, Bauman believes, postmodernity “had to become an age of imagined communities” (xviii-xxix). Furthermore, he deems that it is because of its extreme vulnerability that community provides the focus of postmodern concerns in attracting so much intellectual and “real-world” attention (Bauman xxix). Most notably, and relevant to the phenomenon of the media craze, as discussed in this article, Bauman defines the imagined community by way of the cogito “I am seen, therefore I exist” (xix). Not only does Bauman’s line of thought explain the mass and media appeal of populist ideologies of postmodernity that strive to “fill the void”, like Sharon Blackie’s The Enchanted Life — Unlocking the Magic of the Everyday, or Mattie James’s acclaimed Everyday Magic: The Joy of Not Being Everything and Still Being More than Enough; it also illuminates the immense collective appeal of the #JerusalemaDanceChallenge. Here, Bauman’s thought on the power of shared experience — in this case, mass-mediated experience — is, again, of particular relevance: “having no other … anchors except the affections of their ‘members’, imagined communities exist solely through … occasional outbursts of togetherness” (xix). Among these, he lists “demonstrations, marches, festivals, riots” (xix). Indeed, the joyous shared expression of the #JerusalemaDanceChallenge videos posted online during the COVID-19 pandemic may well sort under similar festive public “outbursts”. As a ceremonial dance that tells the story of shared experiences and longings, Jerusalema may be seen as one such collective celebration. True to African dance tradition, more than being merely entertainment for the masses, each in its own way, the dance videos recount history, convey emotion, celebrate rites of passage, and help unify communities in one of the darkest periods of the recent global past. An Intertextual Context for Reading “Jerusalema” However, historical dimensions of the “Jerusalem trope” suggest that Jerusalema might also be understood from a more critical perspective. As Hees (92) notes, the trope of the loss of and longing for the city of Jerusalem represents a merging of mythologies through the ages, embodied in Hebrew, Roman, Christian, Muslim, and Zionist religious cultures. Still, many Jerusalem narratives refrain from referring to its historical legacy, which fuelled hostility between the West and the Muslim world still prevalent today. Thus, the historical realities of fraud, deceit, greed, betrayal, massacres, and even cannibalism are often shunned so that Jerusalem — one of the holiest yet most blood-soaked cities in the world (Hees 92, 95) — is elevated as a symbol of the Heavenly City. In this respect, the South African crime epic Gangster Paradise: Jerusalema, which premiered at the Berlin International Film Festival in 2008 and was later submitted to the Academy Awards for consideration to qualify as a nominee for Best Foreign Language Film (De Jager), stands in stark contrast to the divine connotations of Master KG’s Jerusalema. According to its director Ralph Ziman (Stecker), the film, inspired by a true story, offers a raw look into post-apartheid crime and corruption in the South African city of Johannesburg (De Villiers 8). Its storyline provides a sharp critique of the economic inequalities that torment South Africa in post-apartheid democracy, capturing the dissatisfaction and the “wave of violent crimes that resulted from the economic realities at its root” (Azuawusiefe 102). The irony of the narrative resides in the fact that the main protagonist, Lucky Kunene, at first reluctant to resort to a life of crime, turns to car hijacking and then to hijacking derelict, over-crowded buildings in the inner-city centre of Hillbrow (Hees 90). Having become a wealthy crime boss, Johannesburg, for him, becomes symbolic of a New Jerusalem (“Jerusalem Entjha”; Azuawusiefe 103; Hees 91-92). Entangled in the criminal underbelly of the city and arrested for murder, Kunene escapes from prison, relocating to the coastal city of Durban where, again, he envisages “Jerusalem Enthjha” (which, supposedly, once more implies a life of crime). As a portrayal of inner-city life in Johannesburg, this narrative takes on particular relevance for the current state of affairs in the country. In September this year, an uncontainable fire at a derelict, overcrowded hijacked building owned by Johannesburg municipal authorities claimed the lives of 73 people — a tragic event reported on by all major TV networks worldwide. While the events and economic actualities pictured in the film thus offer a realistic view of the adversities of current South African life, visual content in Master KG’s Jerusalema sublimates everyday South African scenes. Though the deprivation, decay, and poverty among which the majority of South Africans live is acknowledged in the video, its message of a yearning for salvation and a “better home” is foregrounded while explicit critique is shunned. This means that Jerusalema’s plea for divine deliverance is marked by an ambivalence that may weaken an understanding of the video as “pure magic”. Fig. 2: Still from the video Jerusalema showing decrepit living conditions in the background. “Jerusalema” as Layers of Meaning From Bauman’s perspective, Jerusalema — both as a music video and the #JerusalemaDanceChallenge — may represent a more profound human longing for imagined communal celebration beyond mass-mediated entertainment. From such a viewpoint, it may be seen as one specific representation of the millennia-old trope of a heavenly, transcendent Jerusalem in the biblical tradition, the celestial city providing a dwelling for the divine to enter this world (Thompson 647). Nevertheless, in Patrick Curry’s terms, as a media frenzy, the song and its ensuing dance challenge may also be understood as “enchantment enslaved by magic”; that is, enchantment in the service of mass-mediated glamour (7). This implies that Jerusalema is not exempt from underlying ideologised conditions of production, or an endorsement of materialistic values. The video exhibits many of the characteristics of a prototypical music video that guarantee commercial success — a memorable song, the incorporation of noteworthy dance routines, the showcasing of a celebrated artist, striking relations between music and image, and flashy visuals, all of which are skilfully put together (compare Korsgaard). Auslander observes, for instance, that in current music video production the appearance and behaviour of artists are the basic units of communication from which genre-specific personae are constructed (100). In this regard, the setting of a video is crucial for ensuring coherence with the constructed persona (Vernallis 87). These aspects come to the fore in Master KG’s video rendition of Jerusalema. The vocalist Nomcebo Zikode is showcased in settings that serve as a favourable backdrop to the spiritual appeal of the lyrics, either by way of slightly filtered scenes of nature or scenes of worshippers or seekers of spiritual blessing. In addition, following the gospel genre type, her gestures often suggest divine adoration. Fig. 3: Vocalist Nomcebo Zikode in a still from the video Jerusalema. However, again some ambiguity of meaning may be noted. First, the fashionable outfits featured by the singer are in stark contrast with scenes of poverty and deprivation later in the video. The impression of affluence is strengthened by her stylish make-up and haircut and the fact that she changes into different outfits during the song. This points to a glamorisation of religious worship and an idealisation of township life that disregards South Africa’s dire economic situation, which existed even before COVID-19, due to massive corruption and state capture in which the African National Congress is fully implicated (Momoniat). Furthermore, according to media reportage, Jerusalema’s context of production was not without controversy. Though the video worked its magic in the hearts of millions of viewers and listeners worldwide, the song’s celebration as a global hit was marred by legal battles over copyright and remuneration issues. First, it came to light that singer-songwriter Nomcebo Zikode had for a considerable period not been paid for her contribution to the production following Jerusalema’s commercial release in 2019 (Modise). Therefore, she resorted to a legal dispute. Also, it was alleged that Master KG was not the original owner of the music and was not even present when the song was created. Thus, the South African artists Charmza The DJ (Presley Ledwaba) and Biblos (Ntimela Chauke), who claimed to be the original creators of the track, also instituted legal action against Kgaogelo Moagi, his record label Open Mic Productions, and distributor Africori SA whose majority shareholder is the Warner Music Group (Madibogo). The Magic of the Dance Despite these moral and material ambiguities, Jerusalema’s influence as a global cultural phenomenon during the era of COVID spoke to a more profound yearning for the human condition, one that was not necessarily based on religious conviction (Shoki). Perhaps this was vested foremost in the simplicity and authenticity that transpired from the original dance challenge video and its countless pursuals posted online at the time. These prohibit reading the Jerusalema phenomenon as pseudo-enchantment driven only by a profit motive. As a wholly unforeseen, unifying force of hope and joy, the dance challenge sparked a global trend that fostered optimism among millions. Fig. 4: The Angolan dance troupe Fenómenos do Semba. (Still from the original #JerusalemaDanceChallenge video.) As stated earlier, Jerusalema did not originate from political activism. Yet, Professor of English literature Ananya Kabir uncovers a layer of meaning associated with the dance challenge, which she calls “alegropolitics” or a “politics of joy” — the joy of the dance ­­— that she links on the one hand with the Jerusalem trope and its history of trauma and dehumanisation, and, on the other, with Afro-Atlantic expressive culture as associated with enslavement, colonialism, and commodification. In her reading of the countless videos posted, their “gift to the world” is “the secret of moving collectively”. By way of individual responses to “poly-rhythmic Africanist aesthetic principles … held together by a master-structure”, Kabir interprets this communal dance as “resistance, incorporating kinetic and rhythmic principles that circulated initially around the Atlantic rim (including the Americas, Europe, the Caribbean, and Africa)”. For her, the #JerusalemaDanceChallenge is “an example of how dance enables convivencia (living together)”; “it is a line dance (animation in French, animação in Portuguese, animación in Spanish) that enlivens parties through simple choreography that makes people dance together”. In this sense, the routine’s syncopated steps allow more and more people to join as each repetition unfolds — indeed, a celebratory example of Bauman’s imagined community that exists through an “outburst of togetherness” (xix). Such a collective “fest” demonstrates how, in dance leader Maiza’s words, “it is possible to be happy with little: we party with very little” (Kabir). Accordingly, as part of a globally mediated community, with just the resources of the body (Kabir), the locked-down world partied, too, for the duration of the magical song. Whether seen as a representation of the millennia-old trope of a heavenly, transcendent Jerusalem, or, in Curry’s understanding, as enchantment in the service of mass-mediated glamour, Jerusalema and its ensuing dance challenge form an undeniable part of recent global history involving the COVID-19 pandemic. As a media frenzy, it contributed to the existing body of “Jerusalem songs”, and lifted global spirits clouded by the pandemic and its emotional and material losses. Likewise, the #JerusalemaDanceChallenge was symbolic of an imagined global community engaging in “the joy of the dance” during one of the most challenging periods in humanity’s recent past. References Auslander, Philip. “Framing Personae in Music Videos.” The Bloomsbury Handbook of Popular Music Video Analysis. Eds. Loria A. Burns and Stan Hawkins. London: Bloomsbury, 2019. 92-109. Azuawusiefe, Chijioke. “Jerusalema: On Violence and Hope in a New South Africa.” The Nigerian Journal of Theology 34-36 (2020-2022): 101-112. Baumann, Zygmunt. Intimations of Postmodernity. New York: Routledge, 1992. Blackie, Sharon. The Enchanted Life – Unlocking the Magic of the Everyday. Oakfield, CI: September, 2018. Burns, Lori A., and Stan Hawkins, eds. Introduction. The Bloomsbury Handbook of Popular Music Video Analysis. London: Bloomsbury, 2019. 1-9. Chingono, Nyasha. “Jerusalema: Dance Craze Brings Hope from Africa to the World Amid Covid.” The Guardian 24 Sep. 2020. 30 June 2023 <https://www.theguardian.com/global-development/2020/sep/24/jerusalema-dance-craze-brings-hope-from-africa-to-the-world-amid-covid>. ———. “‘I Haven’t Been Paid a Cent’: Jerusalema Singer’s Claim Stirs Row in South Africa.” The Guardian 13 July 2021. 15 July 2023 <https://www.theguardian.com/global-development/2021/jul/13/i-havent-been-paid-a-cent-jerusalema-singers-claim-stirs-row-in-south africa>. Curry, Patrick. “Magic vs. Enchantment.” Mallorn: The Journal of the Tolkien Society 38 (2001): 5-10. De Jager, Christelle. “Oscar Gets Trip to ‘Jerusalema’.” Variety 7 Oct. 2008. 8 July 2023 <https://variety.com/2008/film/awards/oscar-gets-trip-to-jerusalema-1117993596/>. Denselow, Robin. “Paul Simon's Graceland: The Acclaim and the Outrage.” The Guardian 19 Apr. 2012. 15 July 2023 <https://www.theguardian.com/music/2012/apr/19/paul-simon-graceland-acclaim-outrage>. De Villiers, Dawid W. “After the Revolution: Jerusalema and the Entrepreneurial Present.” South African Theatre Journal 23 (2009): 8-22. Hees, Edwin. “Jerusalema.” Journal of the Musical Arts in Africa 6.1 (2009): 89-99. <https://doi.org/10.2989/JMAA.2009.6.1.9.1061>. Hissong, Samantha. “How South Africa’s ‘Jerusalema’ Became a Global Hit without Ever Having to Be Translated.” Rolling Stone 16 Oct. 2020. 15 June 2023 <https://www.rollingstone.com/pro/news/jerusalema-global-dance-hit-south-africa-spotify-1076474/>. James, Mattie. Everyday Magic. The Joy of Not Being Everything and Still Being More than Enough. Franklin, Tennessee: Worthy Publishing, 2022. “Jerusalema Lyrics in English.” Afrika Lyrics 2019. 7 July 2023 <https://afrikalyrics.com/master-kg-jerusalema- translation>. Kabir, Ananya Jahanara. “The Angolan Dancers Who Helped South African Anthem Jerusalema Go Global.” The Conversation 29 Oct. 2020. 30 June 2023 <https://theconversation.com/the-angolan-dancers-who-helped-south-african-anthem-jerusalema-go-global-148782>. Korsgaard, Mathias. Music Video after MTV: Audio-Visual Studies, New Media, and Popular Music. New York: Routledge, 2017. Madibogo, Julia. “Master KG Slapped with a Lawsuit for Jerusalema.” City Press 26 July 2022. 4 July 2023 <https://www.news24.com/citypress/trending/master-kg-slapped-with-a-lawsuit-for-jerusalema-20220726>. Modise, Julia Mantsali. “Jerusalema, a Heritage Day Song of the Covid-19 Pandemic.” Religions 14.45 (2022). 30 June 2023 <https//doi.org/10.3390/rel1401004>. Modise, Kedibone. “Nomcebo Zikode Reveals Ownership Drama over ‘Jerusalema’ Has Intensified.” IOL Entertainment 6 June 2022. 30 June 2023 <https://www.iol.co.za/entertainment/music/local/nomcebo-zikode-reveals-ownership-drama-over-jerusalema-has-intensified-211e2575-f0c6-43cc-8684-c672b9da4c04>. Momoniat, Ismail. “How and Why Did State Capture and Massive Corruption Occur in South Africa?”. IMF PFM Blog 10 Apr. 2023. 15 June 2023 <https://blog-pfm.imf.org/en/pfmblog/2023/04/how-and-why-did-state-capture-and-massive-corruption-occur-in-south-africa>. Ndzuta, Akhona. “How Viral Song Jerusalema Joined the Ranks of South Africa’s Greatest Hits.” The Conversation 29 Oct. 2020. 30 June 2023 <https://theconversation.com/how-viral-song-jerusalema-joined-the-ranks-of-south-africas-greatest-hits-148781>. Orange, B. Allen. “Ralph Ziman Talks Gangster's Paradise: Jerusalema [Exclusive].” Movieweb 2010. 15 July 2023 <https://movieweb.com/exclusive-ralph-ziman-talks-gangsters-paradise-jerusalema/>. Seroto, Butchie. “Amapiano: What Is It All About?” Music in Africa 30 Sep. 2020. 15 June 2023 <https://www.musicinafrica.net/magazine/amapiano-what-it-all-about>. Shoki, William. “‘Jerusalema’ Is about Self-Determination.” Jacobin 10 Dec. 2020. 30 June 2023 <https://jacobin.com/2020/10/jerusalema-south-africa-coronavirus-covid>. Stecker, Joshua. “Gangster’s Paradise: Jerusalema – Q & A with Writer/Director Ralph Ziman.” Script 11 June 2010. 30 June 2023 <https://scriptmag.com/features/gangsters-paradise-jerusalema-qa-with-writerdirector-ralph-ziman>. Thompson, Thomas L. “Jerusalem as the City of God's Kingdom: Common Tropes in the Bible and the Ancient Near East.” Islamic Studies 40.3-4 (2001): 631-647. Vernallis, Carol. Experiencing Music Video: Aesthetics and Cultural Context. New York: Columbia UP, 2004. World Health Organisation. “The True Death Toll of Covid-19.” N.d. 15 July 2023 <https://www.who.int/data/stories/the-true-death-toll-of-covid-19-estimating-global-excess-mortality>.