Artigos de revistas sobre o tema "Engine Company 41 (New York, N.Y.)"

The knowledge of the science of human body parts for early childhood is very important so that children have the ability to recognize and support the cleanliness and health of members of the body, as well as so that they recognize their identity. In addition, introducing environmentally friendly material for early childhood teachers to enrich learning media. This study aims to improve student learning outcomes in science using environmentally friendly media. The topic raised in this search was about recognizing body parts and their benefits and treatments. This type of research is action research. Respondents involved 19 early childhood students. The results showed that there was an increase in subjects' understanding of swallowing extremities and treatment 60% in the pre-cycle phase, 80% in the first cycle and 93% in the second cycle. The findings show that the use of happy body media has a positive effect on limb recognition. Further research is recommended on environmentally friendly media and ways of introducing limbs to early childhood through media or strategies suitable for the millennial era. Keywords: Media (Happy Body), Early Childhood Science, Human Body Parts References: Anagnou, E., & Fragoulis, I. (2014). The contribution of mentoring and action research to teachers’ professional development in the context of informal learning. Review of European Studies, 6(1), 133–142. Belsky, J., Steinberg, L., & Draper, P. (1991). Childhood experience, interpersonal development, and reproductive strategy: An evolutionary theory of socialization. Child Development, 62(4), 647. Black, M. M., & Hurley, K. M. (2016). Early child development programmes: further evidence for action. The Lancet Global Health, 4(8), e505–e506. Blok, H., Fukkink, R., Gebhardt, E., & Leseman, P. (2005). The relevance of delivery mode and other programme characteristics for the effectiveness of early childhood intervention. International Journal of Behavioral Development, 29(1), 35–47. Borg, F., Winberg, M., & Vinterek, M. (2017). Children’s Learning for a Sustainable Society: Influences from Home and Preschool. Education Inquiry, 8(2), 151–172. https://doi.org/10.1080/20004508.2017.1290915 Borg, F., Winberg, T. M., & Vinterek, M. (2019). Preschool children’s knowledge about the environmental impact of various modes of transport. Early Child Development and Care, 189(3), 376–391. https://doi.org/10.1080/03004430.2017.1324433 Buchsbaum, D., Bridgers, S., Weisberg, D. S., &, & Gopnik, A. (2012). The power of possibility: Causal learning, counterfactual reasoning, and pretend play. Philosophical Transactions of the Royal Society. Biological Sciences, 367(1599), 2202–2212. Burdette, H. L., & Whitaker, R. C. (2005). Resurrecting free play in young children: looking beyond fitness and fatness to attention, affiliation, and affect. Archives of Pediatrics & Adolescent Medicine, 159(1), 46–50. Bustamante, A. S., White, L. J., & Greenfield, D. B. (2018). Approaches to learning and science education in Head Start: Examining bidirectionality. Early Childhood Research Quarterly, 44, 34–42. https://doi.org/10.1016/j.ecresq.2018.02.013 Carr, W. (2006). Philosophy, methodology and action research. Journal of Philosophy of Education, 40(4), 421–435. Colker, L. J. (2008). Twelve characteristics of effective early childhood teachers. YC Young Children, 63(2). Cook, C., Goodman, N. D., & Schulz, L. E. (2011). Where science starts: Spontaneous experiments in preschoolers’ exploratory play. Cognition, 120(3), 341– 349. Dewi Kurnia, H. Z. (2017). Pentingnya Media Pembelajaran. Jurnal Pendidikan Anak Usia Dini, 1 No.1, 81–96. Gelman, R., & Brenneman, K. (2004). Science learning pathways for young children. Early Childhood Research Quarterly, 19(1), 150–158. Gersick, C. J. (1988). Time and transition in work teams: Toward a new model of group development. Academy of Management Journal, 31(1), 9–41. 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Young children’s understanding of pretense. Monographs of the Society for Research in Child Development, 58(1), 1–92. Hayati, H. S., Myrnawati, C. H., & Asmawi, M. (2017). Effect of Traditional Games, Learning Motivation And Learning Style On Childhoods Gross Motor Skills. International Journal of Education and Research, 5(7). Hedefalk, M., Almqvist, J., & Östman, L. (2015). Education for sustainable development in early childhood education: a review of the research literature. Environmental Education Research, 21(7), 975–990. https://doi.org/10.1080/13504622.2014.971716 Herakleioti, E., & Pantidos, P. (2016). The Contribution of the Human Body in Young Children’s Explanations About Shadow Formation. Research in Science Education, 46(1), 21–42. https://doi.org/10.1007/s11165-014-9458-2 İlin, G., Kutlu, Ö., & Kutluay, A. (2013). An Action Research: Using Videos for Teaching Grammar in an ESP Class. 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Abstract Treatment at academic cancer centers can further research and improve patient outcomes. Interventions improving access to treatment across racial, ethnic, and socioeconomic boundaries might increase the generalizability of studies conducted at such centers and reduce healthcare inequities. Memorial Sloan Kettering (MSK) is an academic cancer center based in New York and New Jersey (NY/NJ). Like many other NCI-designated cancer centers, it has historically served a population within its geographic catchment, with limited diversity. MSK Direct is a national cancer benefits program that partners with employers and unions to provide a direct referral service for their employees or members and their families, including in-person care and remote second opinions outside NY/NJ. Whether such programs diversify access to academic cancer care is understudied. To evaluate whether the service diversifies access to academic cancer care, we examined the self-identified race and ethnicity, geographic composition, and imputed socioeconomic status (Yost Index) of MSK Direct and non-MSK Direct (Control) patients with at least one assessment note at MSK since program inception in 2016 until September 21, 2023. We further stratified MSK Direct patients based on referral by employers vs. unions. Groups were compared using Chi-square or Student T tests. The MSK Direct patient population (N=8,604) was more racially diverse than the Control population (N=283,434), with 9.0% Black/African American patients compared to 6.9% Control (p<0.001) patients and 9.3% Asian-Far East/Indian Subcontinental patients compared to 7.5% Control patients (p<0.001). Of MSK Direct patients, 10.5% identified as Hispanic or Latino vs. 7.5% of Control patients (p<0.001). Among MSK Direct patients, 14.2% of union-member patients self-identified as Black vs. 6.1% of non-union members, while Asian patients comprised 12.1% of company-referral patients vs. 5.8% of union patients. Hispanic patients represented 17.4% of union-referral patients vs. 6.5% of company referrals. The median Yost Index of union MSK Direct patients was 25 vs. 12 (non-union) and 17 (Control, p<0.001), signifying a less privileged socioeconomic status for union-referred patients. A total of N=336 MSK Direct patients received guidance through remote second opinions across 41 states, with the most common home states being Georgia, Arizona, and Florida. Addressing healthcare disparities in diverse populations is a complex and systemic challenge. Direct partnerships with employers and unions are a new paradigm that may expand access to academic cancer care outside a center’s usual geographic and sociodemographic catchment. Different partnering strategies may enhance the representation of specific patient populations. Citation Format: Michele Waters, Greg Crewse, Cole Manship, Abigail Baldwin-Medsker, Chris Fong, Nikolaus Schultz, Sergio Giralt, Benjamin Roman, Michelle Johnson, Francesca Gany, Carol Brown, Bob T. Li, Justin Jee. Direct partnering with employers and unions diversifies cancer center access [abstract]. In: Proceedings of the American Association for Cancer Research Annual Meeting 2024; Part 1 (Regular Abstracts); 2024 Apr 5-10; San Diego, CA. Philadelphia (PA): AACR; Cancer Res 2024;84(6_Suppl):Abstract nr 1009.

Why do states want to acquire nuclear weapons? In other words, what drives nuclear-aspiring states? This is the basic question that the author seeks to address in this research. To do so, this research will focus on two standout cases: Iran and North Korea. By employing structural realism as a tool of analysis, the author argues that it is the structure of the international system that drives both Iran and North Korea to acquire nuclear weapons of their own. Specifically, it is the highly unequal distribution of power both regionally and globally that encourages both states to go nuclear. At the global level, both Iran and North Korea found themselves in hostilities with a much more powerful state, the United States. The hostilities and the fact that the United States is way more powerful increase the fear of being attacked in both countries. Similarly, at the regional level, both states face neighbors that are relatively more powerful and have alliances with the United States. Thus, this imbalance of power and the fear it created in both Iran and North Korea give them great incentive to go nuclear, as nuclear weapons would act as a deterrent against any possible aggression. This research is qualitative and based on the literature study data collection method. Keywords: Nuclear proliferation; national security; distribution of capabilities; structural realism REFERENCES Abulof, Uriel. 2014. "Revisiting Iran’s nuclear rationales." International Politics 51(3), 404-415. Albright, David, and Andrea Stricker. 2010. "Iran’s Nuclear Program." In The Iran Primer: Power, Politics, and US Policy, edited by Robin Wright, 77-81. Washington, D.C.: United States Institute of Peace Pres. Bowen, W.Q., and J. Brewer. 2011. "Iran’s nuclear challenge: Nine years and counting." International Affairs 87(4): 923–943. Chubin, S. 2007. "Iran: Domestic politics and nuclear choices." In Strategic Asia 2007–08: Domestic Political Change and Grand Strategy, edited by A.J. Tellis, M. 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Abstract Background: Despite the development of highly active novel agents, high risk (HR) multiple myeloma (MM) patients continue to demonstrate relatively poor prognosis. Limited data is published on how treatment patterns with risk stratification systems have changed over time. Moreover, real world studies using electronic health records (EHRs) have not evaluated the performance of risk stratification systems with real world outcomes. This study aims to evaluate the ability to implement three different risk stratification systems - international staging system (ISS), revised ISS (R-ISS), and high-risk chromosomal abnormalities (HRCA, defined as presence of del(17)p, t(4;14) and/or t(4;16)) [Palumbo et al. 2015] - to characterize treatment patterns and associated outcomes [real world overall survival (rwOS) and real world progression free survival (rwPFS)] among newly diagnosed MM (NDMM) patients in the US community practice. Methods: This study used Flatiron Enhanced MM EHR de-identified database (New York, NY). Newly diagnosed MM patients (≥ 18 years) were diagnosed from January 2015 through June 2020 (cohort 1 - for studying treatment distribution) with follow-up through December 2020, and from January 2015 through December 2018 (cohort 2 - for rwOS and rwPFS), with follow-up through December 2020. Patients with malignancies other than MM were excluded. Proportion of rwOS was measured from treatment initiation until death, and median rwPFS was measured from treatment initiation until death, progression, or start of new line of therapy using Kaplan-Meier method. Results: A total of 1,979 and 1,382 patients were eligible in cohorts 1 and 2, respectively. In both the cohorts, approximately 18% (cohort 1: N=367, cohort 2: N=248), 41% (cohort 1: N=805, cohort 2: N=566), and 37% (cohort 1: N=738, cohort 2: N=508) were HR patients according to the R-ISS, ISS, and HRCA criteria, respectively. Approximately half of the HR patients were ≥70 years old (52% for R-ISS III and ISS III, and 47% for HRCA), with chronic kidney disease stage ≥3 by eGFR for 54% R-ISS III and ISS III, and 34% high risk CA, and ECOG score ≥2 for 18% R-ISS III, 19% ISS III, and 14% HRCA patients. Triplets were the most frequent treatment regimens (62% for R-ISS III and II, and 66% for R-ISS I; 59% for ISS III, and 65% for ISS II and I; 65% for HRCA and 61% for standard risk CA(SRCA) with proteasome inhibitors (PIs) / immunomodulatory agents (IMiDs) / dexamethasone being most common regimen across all the risk stratification criteria. Quadruplet agent use was higher in R-ISS III and ISS III categories (6.8% vs. 3.3% for R-ISS III vs. I; 6.3% vs. 2.8% for ISS III vs. I). The median rwPFS in HR patients were shorter than the lower risk subgroups (R-ISS III: 8.8 months [95% CI 7.1 - 11.0], R-ISS II: 12.1 months [95% CI 10.7 - 13.6], R-ISS I: 23.5 months [95% CI 13.8 - .]; ISS III: 10.4 months [95% CI 8.5 - 11.5], ISS II: 12.7 months [95% CI 10.7 - 14.3], ISS I: 16 months [95% CI 12.2 - 19.5]; HRCA: 10.1 months [95% CI 8.8 - 12.1], SRCA: 13.1 months [95% CI 11.3 - 14.8]). The 2-year rwOS was lower in the HR subgroups (R-ISS III: 0.65 [95% CI 0.59 - 0.70], R-ISS II: 0.79 [95% CI 0.76 - 0.81], R-ISS I: 0.91 [95% CI 0.85 - 0.95]; ISS III: 0.68 [95% CI 0.64 - 0.72], ISS II: 0.81 [95% CI 0.77 - 0.84], ISS I: 0.89 [95% CI 0.85 - 0.92]; HRCA: 0.75 [95% CI 0.71 - 0.79], SRCA: 0.79 [95% CI 0.76 - 0.81]). Discussion: This study found that median rwPFS and 2-year rwOS proportions were consistently lower among HR patients compared to the standard risk individuals. The majority of the HR patients were older, with decreased levels of physical functioning and worse indicators of end-organ damage including renal function, anemia, and hypercalcemia. Most patients received triplets with frequent use of PIs likely for aggressive disease control among HR patients. Some HR patients received more quads than lower risk patients suggesting treatment intensification, but HR patients also received stem cell transplants at a lower rate. Although a smaller proportion of patients have all the data collected needed for R-ISS classification, the consistent findings across treatment outcomes suggest that R-ISS is implementable in real world studies and has a greater discriminatory ability than ISS or HRCA alone. Overall, this study suggests that HR patients have relatively poor outcomes which calls for the study of risk-adapted implementation of novel therapies among this patient population in the US community practice settings. Figure 1 Figure 1. Disclosures Rahman: Amgen Inc.: Current Employment, Current holder of stock options in a privately-held company. Kim: Amgen: Current Employment, Current equity holder in publicly-traded company. Mateus: Amgen Inc.: Current Employment, Other: Work at Amgen as a contract employee through DOCS. Keegan: Amgen Inc.: Current Employment, Current holder of stock options in a privately-held company.

Este estudo descreve e analisa o processo variável da vogal epentética em palavras na língua inglesa iniciadas por clusters por aprendizes brasileiros de inglês como segunda língua (L2). O objetivo dessa pesquisa é, então, identificar a frequência de inserção da vogal de apoio na posição inicial das palavras em língua inglesa que se iniciam com um dos seguintes clusters: /sp/, /st/, /sk/, /sl/, /sm/, e /sn/. O corpus deste estudo é constituído por 18 informantes paraibanos, aprendizes de inglês como L2, estratificados nos níveis básico, intermediário e avançado de proficiência. Os dados mostram que as variáveis sonoridade do encontro consonantal, nível de proficiência, instrução explícita na L2 e contexto precedente foram as mais relevantes à realização do fenômeno. REFERÊNCIASALLAN, D. Oxford placement test 1. Oxford: Oxford University Press, 2004.ALVES, U. K. O que é consciência fonológica. IN: LAMPRECHT et. al. Consciência dos sons da língua: subsídios teóricos e práticos para alfabetizadores, fonoaudiólogos e professores de língua inglesa. 2 ed. Porto Alegre: EDIPUCRS, 2012, p. 29-41.BOUDAOUD, M.; CARDOSO, W. Vocalic [e] epenthesis and variation in Farsi-English interlanguage speech. Concordia Working Papers in Applied Linguistics, 2, 2009.CARDOSO, W. The variable development of English word-final stops by Brazilian Portuguese speakers:A stochastic optimality theoretic account. Language variation and change, v.19, 2007, p. 1-30.______, W. The Development of sC Onset Clusters in interlanguage: markedness vs. frequency effects. Proceedings of the 9th Generative Approaches to Second Language Acquisition Conference, (GASLA 2007), ed. Roumyana Slabakova et al., 15-29. Somerville, MA: Cascadilla Proceedings Project, 2008.CARLISLE, R. The effects of markedness on epenthesis in Spanish/English interlanguage phonology. Issues and Developments in English and Applied Linguistics, 3, 1988, 15-23._______, R.S. The Influence of Environment on Vowel Epenthesis in Spanish/English Interphonology. Applied linguistics, v.12, n.1, 1991, p. 76-95._______, R. Environment and markedness as interacting constraints on vowel epenthesis. In:_______ J. Leather; JAMES, A (Eds.), New sounds 92 (p. 64–75). Amsterdam: University of Amsterdam Press, 1992._______, R. S. Markedness and environment as internal constraints in the variability of interlanguage phonology. In:_____. M. Yavas (ed.) First and Second Language Phonology. San Diego: Singular Publishing Company, 1994 p. 223-249.______, R. The modification of onsets in a markedness relationship: Testing the interlanguage structural conformity hypothesis. Language learning, v.47, 1997, p. 327-361.______, R. The acquisition of onsets in a markedness relationship. A longitudinal study. Studies in second language acquisition. 20, 1998, 245–260.COLLISCHONN, G. Um estudo da epêntese à luz da teoria da sílaba de Junko Ito (1986). Letras de hoje, Porto Alegre: v. 31, n.2, 1996, p. 149-158.CORNELIAN JR, D. Brazilian learners’ production of initial /s/ clusters: Phonological structure and environment. New Sounds 2007: Proceedings of the Fifth International Symposium on the Acquisition of Second Language Speech, 2007.DUBOIS, J. et al. Dicionário de lingüística. São Paulo: Cultrix, 2006.ESCARTÍN, C. I. The development of sC onset clusters in Spanish English. Tese – Concordia University, Canadá, 2005.GASS, S.; SELINKER, L. (eds). Language transfer in language vs learning. Newbury House, Rowley, Massachusetts, 2008.LABOV, W. Padrões sociolinguísticos. Tradução de Marcos Bagno; Mª Marta Pereira Scherre e Caroline Rodrigues Cardoso. São Paulo: Parábola Editorial, (1972) 2008.LUCENA, R. M; ALVES, F. C. Análise Variacionista da Aquisição do /p/ em Coda Silábica por Aprendizes de Inglês Como LE. Revista Intertexto. v. 5, n. 2, 2012.PEREYRON, L. Epêntese vocálica em encontros consonantais mediais por falantes porto-alegrenses de inglês como língua estrangeira. Dissertação (Mestrado) – Pontifícia Universidade Católica do Rio Grande do Sul, Porto Alegre: 2008.RAUBER, A. S. The production of English initial /s/ clusters by Portuguese and Spanish EFL speakers. Unpublished Master's thesis, Universidade Federal de Santa Catarina, Florianópolis, SC: Brazil, 2002.RAUBER S.; BAPTISTA. The production of English initial /s/ clusters by Portuguese and Spanish EFL speakers. Rev. Est. Ling. Belo Horizonte: v. 12, n. 2, 2004, p. 459-473.REBELLO, J. T. The acquisition of English initial /s/ clusters by Brazilian EFL learners. Florianópolis: UFSC, 1997.SANKOFF, D.; TAGLIAMONTE, S.; SMITH, E. GoldVarb X: a variable rule application for Macintosh and Windows. Department of Linguistics. University of Toronto, 2005.SELINKER, L. Rediscovering interlanguage. New York: Longman, 1972.SILVA. T. C. Dicionário de fonética e fonologia. São Paulo: Contexto, 2011. Recebido em 30-10-2018.Aceito em 22-02-2019.

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En este artículo se presenta el Enfoque de los Itinerarios de Enseñanza de las Matemáticas, un enfoque que trata de ser respetuoso con las necesidades reales de los estudiantes para aprender matemáticas. En la primera parte se presenta la fundamentación del enfoque, que se sustenta en tres pilares interrelacionados: la perspectiva sociocultural del aprendizaje humano, el modelo de formación realista-reflexivo y la educación matemática realista; en la segunda parte se describe el enfoque, que se refiere a una secuencia de enseñanza intencionada que contempla tres niveles: 1) enseñanza en contextos informales (el entorno inmediato, los materiales manipulativos y los juegos); 2) enseñanza en contextos intermedios (recursos literarios y tecnológicos), y 3) enseñanza en contextos formales (recursos gráficos); finalmente, en la tercera parte se ejemplifica dicho enfoque con un itinerario de enseñanza del álgebra temprana para estudiantes de 3 a 12 años. Se concluye que la implementación de este enfoque requiere un amplio dominio de conocimientos didáctico-disciplinares, lo que implica un esfuerzo importante por parte de todos los agentes implicados en la formación del profesorado para que así, todo aquel profesional preocupado por mejorar su práctica docente y adaptarla a las exigencias del siglo XXI, pueda tener acceso a estos conocimientos. Referencias Alsina, Á. (2004). Barrinem? Matemàtiques amb jocs i problemes. Lògica 3. Cataluña: Edicions l'Àlber, S.L. Alsina, Á. (2010). La “pirámide de la educación matemática”, una herramienta para ayudar a desarrollar la competencia matemática. Aula de Innovación Educativa, 189, 12-16. Recuperado desde https://dugi-doc.udg.edu//bitstream/handle/10256/9481/PiramideEducacion.pdf Alsina, Á. (2018). Seis lecciones de educación matemática en tiempos de cambio: itinerarios didácticos para aprender más y mejor. Padres y Maestros, 376, 13-20. Alsina, Á. (2019a). 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Postmodernism is supposed to identify the conditions of contemporary cultural production when human affairs in general, and the dissemination of prevailing ideas in particular, have become fully enmeshed in relations of commodity exchange. (Martin 2002, p. 30) The accumulation of capital within industrial economies keyed on the surplus value derived from the production of raw materials into mass manufactured products, and their subsequent exchange in the capitalist marketplace. Within what Poster (1990) described as the contemporary mode of information , surplus capital is generated from the manufacturing of product’s symbolic values, which in turn substantiate their use and ultimately exchange values within the consumer market. This, in essence, is the centrifugal process undermining the brand (Klein 1999), promotional (Wernick 1991), or commodity sign (Goldman and Papson 1996), culture that characterizes contemporary capitalism: Through the creative outpourings of “cultural intermediaries” (Bourdieu 1984) working within the advertising, marketing, public relations, and media industries, commodities—routinely produced within low wage industrializing economies—are symbolically constituted to global consuming publics. This postmodern regime of cultural production is graphically illustrated within the sporting goods industry (Miles 1998) where, in regard to their use value, highly non-differentiated material products such as sport shoes are differentiated in symbolic terms through innovative advertising and marketing initiatives. In this way, oftentimes gaudy concoctions of leather, nylon, and rubber become transformed into prized cultural commodities possessing an inflated economic value within today’s informational-symbolic order (Castells 1996). Arguably, the globally ubiquitous Nike Inc. is the sporting brand that has most aggressively and effectively capitalized upon what Rowe described as the “culturalization of economics” in the latter twentieth century (1999, p. 70). Indeed, as Nike Chairman and CEO Phil Knight enthusiastically declared: For years, we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool. What I mean is that marketing knits the whole organization together. The design elements and functional characteristics of the product itself are just part of the overall marketing process. (Quoted in (Willigan 1992, p. 92) This commercial culturalization of Nike has certainly sparked considerable academic interest, as evidenced by the voluminous literature pertaining to the various dimensions of its practices of cultural production (Donaghu and Barff 1990; Ind 1993; Korzeniewicz 1994; Cole and Hribar 1995; Boje 1998; Goldman and Papson 1998; Lafrance 1998; Armstrong 1999; Denzin 1999; Penaloza 1999; Sage 1999; Lucas 2000; Stabile 2000). Rather than contribute to this body of work, our aim is to engage a sporting shoe company attempting to establish itself within the brand universe defined and dominated by Nike. For this reason we turn to German-based Puma AG: a dynamic brand-in-process, seeking to differentiate itself within the cluttered sporting landscape, through the assertion of a consciously fractured brand identity designed to address a diverse range of clearly-defined consumer subjectivities. Puma’s history can be traced to post-war Germany when, in 1948, a fraternal dispute compelled Rudolf Dassler to leave Adidas (the company he founded with his brother Adi) and set up a rival sports shoe business on the opposite bank of the Moselle river in Herzogenaurach. Over the next three decades the two companies vied for the leadership in the global sports shoe industry. However, the emergence of Nike and Reebok in the 1980s, and particularly their adoption of aggressive marketing strategies, saw both Adidas and Puma succumbing to what was a new world sneaker order (Strasser and Becklund 1991). Of the two, Puma’s plight was the more chronic, with expenditures regularly exceeding moribund revenues. For instance, in 1993, Puma lost US$32 million on sales of just US$190 million (Saddleton 2002, p. 2). At this time, Puma’s brand presence and identity was negligible quite simply because it failed to operate according to the rhythms and regimes of the commodity sign economy that the sport shoe industry had become (Goldman and Papson 1994; 1996; 1998). Remarkably, from this position of seemingly terminal decline, in recent years, Puma has “successfully turned its image around” (Saddleton 2002, p. 2) through the adoption of a branding strategy perhaps even more radical than that of Nike’s. Led by the company’s global director of brand management, Antonio Bertone, Puma positioned itself as “the brand that mixes the influence of sport, lifestyle and fashion” (quoted in (Davis 2002, p. 41). Hence, Puma eschewed the sport performance mantra which defined the company (and indeed its rivals) for so long, in favour of a strategy centered on the aestheticization of the sport shoe as an important component of the commodity based lifestyle assemblages, through which individuals are encouraged to constitute their very being (Featherstone 1991; Lury 1996). According to Bertone, Puma is now “targeting the sneaker enthusiast, not the guy who buys shoes for running” (quoted in (Davis 2002, p. 41). While its efforts to “blur the lines between sport and lifestyle” (Anon 2002, p. 30) may explain part of Puma’s recent success, at the core of the company’s turnaround was its move to diversify the brand into a plethora of lifestyle and fashion options. Puma has essentially splintered into a range of seemingly disparate sub-brands each directed at a very definite target consumer (or perceptions thereof). Amongst other options, Puma can presently be consumed in, and through: the upscale pseudo-Prada Platinum range; collections by fashion designers such as Jil Sander and Yasuhiro Mihara; Pumaville, a range clearly directed at the “alternative sport” market, and endorsed by athletes such as motocross rider Travis Pastrana; and, the H Street range designed to capture “the carefree spirit of athletics” (http://www.puma.com). However, Puma’s attempts to interpellate (Althusser 1971) a diverse array of sporting subjectivies is perhaps best illustrated in the “Nuala” collection, a yoga-inspired “lifestyle” collection resulting from a collaboration with supermodel Christy Turlington, the inspiration for which is expressed in suitably flowery terms: What is Nuala? NUALA is an acronym representing: Natural-Universal-Altruistic-Limitless-Authentic. Often defined as "meditation in motion", Nuala is the product of an organic partnership that reflects Christy Turlington's passion for the ancient discipline of Yoga and PUMA's commitment to create a superior mix of sport and lifestyle products. Having studied comparative religion and philosophy at New York University, model turned entrepreneur Christy Turlington sought to merge her interest in eastern practices with her real-life experience in the fashion industry and create an elegant, concise, fashion collection to complement her busy work, travel, and exercise schedule. The goal of Nuala is to create a symbiosis between the outer and inner being, the individual and collective experience, using yoga as a metaphor to make this balance possible. At Nuala, we believe that everything in life should serve more than one purpose. Nuala is more than a line of yoga-inspired activewear; it is a building block for limitless living aimed at providing fashion-conscious, independant women comfort for everyday life. The line allows flexibility and transition, from technical yoga pieces to fashionable apparel one can live in. Celebrating women for their intuition, intelligence, and individuality, Nuala bridges the spacious gap between one's public and private life. Thus, Puma seeks to hail the female subject of consumption (Andrews 1998), through design and marketing rhetorics (couched in a spurious Eastern mysticism) which contemporary manifestations of what are traditionally feminine experiences and sensibilities. In seeking to engage, at one at the same time, a variety of class, ethnic, and gender based constituencies through the symbolic advancement of a range of lifestyle niches (hi-fashion, sports, casual, organic, retro etc.) Puma evokes Toffler’s prophetic vision regarding the rise of a “de-massified society” and “a profusion of life-styles and more highly individualized personalities” (Toffler 1980, pp. 231, 255-256). In this manner, Puma identified how the nurturing of an ever-expanding array of consumer subjectivities has become perhaps the most pertinent feature of present-day market relations. Such an approach to sub-branding is, of course, hardly anything new (Gartman 1998). Indeed, even the sports shoe giants have long-since diversified into a range of product lines. Yet it is our contention that even in the process of sub-branding, companies such as Nike nonetheless retain a tangible sense of a core brand identity. So, for instance, Nike imbues a sentiment of performative authenticity, cultural irreverence and personal empowerment throughout all its sub-brands, from its running shoes to its outdoor wear (arguably, Nike commercials have a distinctive “look” or “feel”) (Cole and Hribar 1995). By contrast, Puma’s sub-branding suggests a greater polyvalence: the brand engages divergent consumer subjectivities in much more definite and explicit ways. As Davis (2002, p. 41) emphasis added) suggested, Puma “has done a good job of effectively meeting the demands of disparate groups of consumers.” Perhaps more accurately, it could be asserted that Puma has been effective in constituting the market as an aggregate of disparate consumer groups (Solomon and Englis 1997). Goldman and Papson have suggested the decline of Reebok in the early 1990s owed much to the “inconsistency in the image they projected” (1996, p. 38). Following the logic of this assertion, the Puma brand’s lack of coherence or consistency would seem to foretell and impending decline. Yet, recent evidence suggests such a prediction as being wholly erroneous: Puma is a company, and (sub)brand system, on the rise. Recent market performance would certainly suggest so. For instance, in the first quarter of 2003 (a period in which many of its competitors experienced meager growth rates), Puma’s consolidated sales increased 47% resulting in a share price jump from ?1.43 to ?3.08 (Puma.com 2003). Moreover, as one trade magazine suggested: “Puma is one brand that has successfully turned its image around in recent years…and if analysts predictions are accurate, Puma’s sales will almost double by 2005” (Saddleton 2002, p. 2). So, within a postmodern cultural economy characterized by fragmentation and instability (Jameson 1991; Firat and Venkatesh 1995; Gartman 1998), brand flexibility and eclecticism has proven to be an effective stratagem for, however temporally, engaging the consciousness of decentered consuming subjects. Perhaps it’s a Puma culture, as opposed to a Nike one (Goldman and Papson 1998) that best characterizes the contemporary condition after all? Works Cited Althusser, L. (1971). Lenin and philosophy and other essays. London: New Left Books. Andrews, D. L. (1998). Feminizing Olympic reality: Preliminary dispatches from Baudrillard's Atlanta. International Review for the Sociology of Sport, 33(1), 5-18. Anon. (2002, December 9). The Midas touch. Business and Industry, 30. Armstrong, K. L. (1999). Nike's communication with black audiences: A sociological analysis of advertising effectiveness via symbolic interactionism. Journal of Sport & Social Issues, 23(3), 266-286. Boje, D. M. (1998). 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Postmodern perspectives on consumption. In R. W. Belk, N. Dholakia & A. Venkatesh (Eds.), Consumption and Marketing: Macro dimensions (pp. 234-265). Cincinnati: South-Western College Publishing. Gartman, D. (1998). Postmodernism: Or, the cultural logic of post-Fordism. Sociological Quarterly, 39(1), 119-137. Goldman, R., & Papson, S. (1994). Advertising in the age of hypersignification. Theory, Culture & Society, 11(3), 23-53. Goldman, R., & Papson, S. (1996). Sign wars: The cluttered landscape of advertising. Boulder: Westview Press. Goldman, R., & Papson, S. (1998). Nike culture. London: Sage. Ind, N. (1993). Nike: Communicating a corporate culture. In Great advertising campaigns: Goals and accomplishments (pp. 171-186). Lincolnwood: NTC Business Books. Jameson, F. (1991). Postmodernism, or, the cultural logic of late capitalism. Durham: Duke University Press. Klein, N. (1999). No Logo: Taking aim at brand bullies. New York: Picador. Korzeniewicz, M. (1994). "Commodity chains and marketing strategies: Nike and the global athletic footwear industry." In G. Gereffi & M. Korzeniewicz (Eds.), Commodity chains and global capitalism (pp. 247-265). Westport: Greenwood Press. Lafrance, M. R. (1998). "Colonizing the feminine: Nike's intersections of postfeminism and hyperconsumption." In G. Rail (Ed.), Sport and postmodern times (pp. 117-142). New York: State University of New York Press. Lucas, S. (2000). "Nike's commercial solution: Girls, sneakers, and salvation." International Review for the Sociology of Sport, 35(2), 149-164. Lury, C. (1996). Consumer culture. Cambridge: Polity Press. Martin, R. (2002). On your Marx: Rethinking socialism and the left. Minneapolis: University of Minnesota Press. Miles, S. (1998). Consumerism: As a way of life. London: Sage. Penaloza, L. (1999). "Just doing it: A visual ethnographic study of spectacular consumption behavior at Nike Town." Consumption, Markets and Culture, 2(4), 337-400. Poster, M. (1990). 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Swoosh: The unauthorized story of Nike and the men who played there. New York: Harcourt Brace Jovanovich. Toffler, A. (1980). The third wave. New York: William Morrow. Wernick, A. (1991). Promotional culture: Advertising, ideology and symbolic expression. London: Sage. Willigan, G. E. (1992). High performance marketing: An interview with Nike's Phil Knight. Harvard Business Review(July/August), 91-101. Links http://about.puma.com/ http://www.puma.com Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Grainger, Andrew D. and Andrews, David L.. "Postmodern Puma" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/08-postmodernpuma.php>. APA Style Grainger, A. D. & Andrews, D. L. (2003, Jun 19). Postmodern Puma. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/08-postmodernpuma.php>

Dear Colleagues, In the previous editorial paper published by Balat et al. [1] as an Early View Article a few months ago, it was reported that there were changes in the Editorial Team of the European Journal of Therapeutics (Eur J Ther). During these few months, while the preparations for the new issue (June 2023, volume 29, Issue 2) continued, the editorial board also was revised. We would like to inform you that the Editorial Board has been strengthened by academics who are competent in their fields from many countries of the world and will continue to be strengthened in the future. As it is known, Eur J Ther started broadcasting in 1990 as a Journal of the Faculty of Medicine University of Gaziantep (In Turkish: Gaziantep Üniversitesi Tıp Fakültesi Dergisi). In the first paper titled “While Starting” (In Turkish: Başlarken) of the first issue, Prof. Sabri Güngör, who was the first Editor-in-Chief, stated that the aim of the journal is to have an influential place in the field of science [2]. Over the past three decades, the journal has continued to advance. At the present time, it is inevitable to reorganise the editorial board of the journal and enrich it with leading international editors in order to move the journal to better places. This editorial will explain essential developments in the journal in the last few months, and the new Editorial Board Members of the Eur J Ther will be introduced. Changes are inevitable, and we are delighted to announce that this issue marks several significant improvements. Specifically, we bolstered our editorial team with esteemed international academics and expanded our pool of referees. Consequently, the evaluation period for the submitted articles was significantly reduced. In the last two months, the journal metrics are as follows: Acceptance rate: %29 Average time until the final decision: 24.4 days Average time to publish as Accepted/Early View Article, after acceptance: 4.8 days. Thanks to these improvements, as you will notice, there are 25 articles in this issue. In this way, this issue has been the issue in which most articles have been published so far. In addition, applications were made to DOAJ (Directory of Open Access Journals) and BASE (Bielefeld Academic Search Engine), among the most essential open-access databases in the world, in May 2023. Moreover, cited references to the previous and/or alternative names of the journal (Gaziantep Medical Journal, Gaziantep Med J, Gaziantep Tıp Dergisi and Gaziantep Üniversitesi Tıp Fakültesi Dergisi) in Web of Science that were not reflected in the journal metrics were identified and reported to the Web of Science. Some of these correction requests have been finalized and corrected, and thus the total number of citations and the H-index of the journal increased [3]. After all these data are updated, it will be seen that the citation values of the Eur J Ther will increase even more. We will also update the guidelines for the authors and reviewers with respect to the ICMJE [4] and EQUATOR Network [5], which will enhance the quality of research in the medical fraternity. Additionally, the use of DOI for articles published in the journal started in 2011 (2011, volume 17, Issue 2). In order to facilitate the recognition and access of the articles, DOIs have also been defined for all articles published in previous issues. Editors Ayşe Balat, MD, became the new Editor-in-Chief of Eur J Ther for the second time, the first between 2007-2010. She is a Professor in Pediatrics and a specialist in Pediatric Nephrology and Rheumatology. She has been working as Vice President of Gaziantep University since October 2020. She was the Dean of Gaziantep University Medical Faculty (2007-2010), President of the Mediterranean Kidney Society (MKS) between 2015 to 2018, and Secretary beginning in 2018. She is also President of the International Association for the History of Nephrology (IAHN) since 2022. In Gaziantep, she first established Pediatric Nephrology and Pediatric Rheumatology Units, and the first peritoneal dialysis was performed by her. She has several studies published in international and national peer-reviewed scientific journals (H-Index: 26, i10-index: 59 and approximately 2500 citations). She was the Guest Editor of the International Journal of Nephrology in 2012 (special issue titled “Devil’s Triangle in Kidney Diseases: Oxidative Stress, Mediators, and Inflammation”). She is a member of many national and international associations related to her field, including membership in the Turkish Pediatric Nephrology Association board in the past. She has several scientific presentation awards at national and international congresses. She has been joined as an “invited speaker” at 20 International Meetings. As of 2007, she organizes World Kidney Day activities within the scope of the “Survival is not Enough” program (in the first rank among European pediatric nephrologists as an organizer of those activities). Recently, she was elected as a “lifelong member of the Academy of Medicine and Surgical Sciences” of the University of Naples, which is one of the four important academies in Naples. Şevki Hakan Eren, MD, is the new Deputy Editor-in-Chief of the Eur J Ther. Dr Eren graduated from the Medical School, University of Gaziantep, Turkey and completed Emergency training at Cumhuriyet University. He has been working as a Professor at Gaziantep University, Department of Emergency Medicine, Gaziantep, Turkey. He is interested in traumatology, and toxicology. Mehmet Sait Menzilcioğlu, MD, is the new Deputy Editor-in-Chief of the Eur J Ther. Dr. Menzilcioğlu graduated from the Medical School, University of Gaziantep, Turkey and completed Radiology training at the same University. He has been working as an Associate Professor at Gaziantep University, Department of Radiology, Gaziantep, Turkey. He is interested in neuroradiology, ultrasonography, doppler Ultrasonography, Computerized Tomography, Magnetic Resonance Imaging, interventional radiology, and obstetric sonography. İlhan Bahşi, MD, PhD, is the new Deputy Editor-in-Chief of the Eur J Ther. Dr Bahşi is also on the Editorial Board of the Journal of Craniofacial Surgery, Frontiers in Neuroanatomy, and Mersin University School of Medicine Lokman Hekim Journal of History of Medicine and Folk Medicine. In addition, he has published more than 80 articles (H-index: 12 and i10-index: 15) and has been a referee for more than 600 academic papers in many internationally indexed journals. Dr Bahşi, who has been working in the Department of Anatomy at the Gaziantep University Faculty of Medicine since 2012, completed his doctorate education in 2017 and obtained the title of PhD. Besides anatomy, he is particularly interested in the history of medicine, medical ethics, and education. İlkay Doğan, PhD, is the new Editorial Board member of the Eur J Ther for Statistics and Methodology. He is in the Department of Biostatistics at the Gaziantep University Faculty of Medicine. His professional focus lies in research about Structural Equation Modeling, Multivariate Analysis. With a wealth of experience spanning over 15 years across multiple disciplines, including veterinary, nursing, sport and medicine, Dr Doğan has held various notable articles. He is a member of the Turkish Biostatistics Association. Ahmet Acıduman, MD, PhD, graduated from Ege University Faculty of Medicine in 1987 and later specialized in Neurosurgery in 1997. Dr Acıduman further expanded his academic credentials by completing a PhD in the History of Medicine and Ethics in 2005. Currently, he is a Professor in the Department of History of Medicine and Ethics at Ankara University Faculty of Medicine. With a notable record of over 200 academic publications, Dr Acıduman’s contributions to the field continue. Bilal Çiğ, PhD, is a new Editorial board member of the Eur J Ther. Associate Prof Bilal Çiğ is a Postdoctoral researcher at King's College London Wolfson Card. He has been investigating the roles of ion channels in neurological diseases using the patch clamp technique for nearly 15 years. For the past few years, he has focused on the interactions of TRPA1 and Kir 4.1 channels in demyelination. He has 40 SCI-E and international publications, with about 1300 citations. Tsvetoslav Georgiev, MD, PhD, holds an esteemed position as an associate professor at the First Department of Internal Medicine in Varna, Bulgaria, while also working as a clinician at the University Hospital St. Marina. He has successfully defended his doctoral dissertation in 2018 at the Medical University in Sofia. Having obtained a specialization in rheumatology that same year, Dr Georgiev has extensive expertise in this intricate field of medicine. He further expanded his knowledge and skills by attending comprehensive courses on imaging diagnostics and musculoskeletal ultrasound in rheumatology held in various locations. Dr Georgiev has been involved in formulating the Bulgarian consensus on osteoarthritis and EULAR recommendations for the non-pharmacological core management of osteoarthritis. Notably, Dr Georgiev has received recognition for his outstanding contributions as a reviewer, earning awards in 2019 and 2021 from the Korean Academy of Medical Sciences. Davut Sinan Kaplan, PhD, is a new Editorial Board Member of the Eur J Ther. Dr Kaplan is an Associate Professor in the Department of Physiology at Gaziantep University Faculty of Medicine. He is also the Graduate School of Health Sciences’ Director. He has taken involved in a wide variety of research with animal models. His research generally focuses on Endocrinology, Metabolism, Physical Activity, and Breast Milk. He has mentored a large group of master’s and PhD students. He has served for many years as a member of the local animal experiments ethics committee. Mehmet Karadağ, MD, is a new Editorial Board Member of the Eur J Ther for Psychiatry. Dr. Karadag is an Associate Professor of Child and Adolescent Psychiatry. He is in the Department of Child and Adolescent Psychiatry at the Gaziantep University School of Medicine. He has experience on Posttraumatic Stress, Attention Deficit Hyperactivity, Autism Spectrum, Anxiety, Depressive Disorders and EMDR Therapy. He is also EMDRIA accredited EMDR Consultant. Murat Karaoglan, MD, is a new Editorial Board Member of the Eur J Ther for Endocrinology. Dr. Karaoglan is an Associate Professor of Pediatric Endocrinology. He is in the Department of Pediatric Endocrinology at the Gaziantep University School of Medicine. He has experience on growth disorder, diabetology and disorder of sexual development. Waqar M. Naqvi, PhD, is a faculty in the Department of Physiotherapy at the College of Health Sciences, Gulf Medical University, Ajman, UAE. His professional focus lies in the development of the research ecosystem within healthcare education, with a particular interest in AI, AR, VR, Sensors, and innovation in health sciences. With a wealth of experience spanning over 14 years across multiple countries, including India, Canada, Cameroon, Hong Kong, and Saudi Arabia, Dr Naqvi has held various notable positions. These include his roles as the Associate Director of Research at the NKP Salve Institute of Medical Sciences, Acting Dean and Vice Dean of the Physiotherapy College, Convener for the International Admission Office, International Accreditation and Quality Assurance Wing, Staff Selection Committee, and Coordinator for a Staff-Student Exchange Program. In recognition of his outstanding contributions, Dr Naqvi was honored with the Distinguished Service Award and Young Achiever Award from the Indian Association of Physiotherapy. Dr Naqvi is widely recognized for his expertise in conducting seminars and workshops on research, publications, and intellectual property rights. Specializing as a research trainer in the fields of medicine, dentistry, physiotherapy, and health sciences, Dr Naqvi's unwavering commitment to research excellence and his genuine passion for mentoring aspiring researchers are instrumental in shaping the future of healthcare. He firmly believes in the power of evidence-based practice and actively advocates for its implementation. Ali Nasimi is a neuroscientist in the field of central regulation of the cardiovascular system. Victor Nedzvetsky, PhD, DrSc is a full professor of Physiology, Biochemistry and Lab Diagnostics, where coordinates courses on Neurochemistry, Molecular and Cell Biology. Additionally, he is a vice-director of “The Biosafety Center” research and development company (Ukraine). He obtained PhD in biochemistry at Dnipropetrovsk University, Ukraine (1990). After postdoctoral training, he received a degree of Doctor Science at Kyiv National University (2006). Since 2015 he was involved as an invited professor of Bingol University, Turkey as a supervisor of PhD projects on genetic and molecular biology. He has participated in both the education and research work of the Dept. Art and Science of Bingol University from 2015 to 2021. His current research interests are focused on intestinal barrier function, brain blood barrier, astrocytes, cognitive deficits, bioactive compounds as anticancer agents, nanomaterials, and neuroprotection. He is the author of over 230 research publications and ten patents. He is a member of the editorial board of the journal “Regulatory Mechanisms of Biosystems”. Raphael Olszewski, DDS, MD, PhD, DrSc is a full professor of oral surgery and dentomaxillofacial radiology at the Université Catholique de Louvain (UCLouvain), Brussels, Belgium. Professor Olszewski is an oral surgeon and member of the Department of Oral and Maxillofacial Surgery at Cliniques Universitaires Saint Luc, UCLouvan, Brussels, Belgium. Prof Olszewski is the Editor-in-Chief of NEMESIS: Negative effects in medical sciences: oral and maxillofacial surgery. Janusz Ostrowski, MD, PhD. Internal medicine, nephrology, and public health specialist. Former Head of the Department of Internal Medicine and Nephrology at the Provincial Hospital in Wloclawek, Poland. Director for Peritoneal Dialysis in Diaverum Company Poland. Secretary of the Historical Section of the Polish Society of Nephrology. Former President of the International Association for the History of Nephrology. Professor, Vice Dean of the School of Public Health and Head of the Department of the History of Medicine in the Centre of Postgraduate Medical Education in Warsaw, Poland. Ayşe Aysima Özçelik, MD, is a new Editorial Board member of Eur J Ther for Neurology. She is the head of the pediatric neurology department and works at Gaziantep University Faculty of Medicine. She is the regional manager for the treatment of spinal muscular atrophy disease. She is an experienced physician in the treatment and follow-up of genetic neurological disorders, epilepsy, and neuromuscular diseases. Maria Piagkou, DDS, MD, MSc, PhD is a new Editorial Board member of Eur J Ther for Neurology. She is an associate professor at the Department of Anatomy, School of Medicine, Faculty of Health Sciences, National and Kapodistrian University of Athens. She is a Deputy Vice-President of the Hellenic Association of Public Health in Greece and a President of the printed material handling committee of the National Organization for Medicines. She has twenty-one years of teaching activity in the field of anatomy, focused on head and neck, oral and maxillofacial area, as well as on skull base anatomy and anatomical variants. Her main areas of interest are head and neck anatomy and surgery, skull base anatomy, oral surgery, maxillofacial and dental trauma, rehabilitation, intraoral fixation after condylar fractures, and teeth replantation. She is an associate editor in 2 journals of Anatomy and acts as Editorial Board Member in six other journals. She authored six chapters in neuroanatomy and oral and maxillofacial surgery and thoracic surgery books, two monographs, and edited the translation of 9 books. She is a reviewer in 30 international scientific journals. She authored 156 publications in PubMed, 91 abstracts in 26 international congresses, and 318 abstracts in Greek scientific meetings. She is General Secretary of the Sports Medicine Association of Greece and treasurer of the Hellenic Association of Anatomy. Halima Resić, MD, PhD is a Professor of Internal medicine – nephrology in Sarajevo. Professor Resić studied medicine at the University of Belgrade where she also undertook a clinical fellowship in nephrology. She finished her postgraduate studies also at the University of Belgrade in 1987. Professor Resić worked at the Clinical Centre of Belgrade from 1972. to 1992. In 1993. She worked at the Marmara University of Istanbul. Also, in the period from 1994. to 1996. she took part in projects for refugees in Munich with the support of the Ministry of Health of the city of Munich. From 1996. till 2019. professor Resić worked at the Clinical Center University of Sarajevo, where she was head of the Clinic of Hemodialysis. In 2001. She obtained her PhD degree in Nephrology. She became a professor at the Medical Faculty of the University of Sarajevo in 2013. Professor Resić published about 180 professional and scientific papers in relevant journals. She has been a president of organizations of a few national congress and nephrology schools, and also an active participant of ERA congress and WCN congress. She has also been invited lecturer in over 60 different international and national congresses. Professor Resić was President of the BANTAO Society (2017-2019), and President of the Mediterian Kidney Society. She has been President of the Society of Nephrology, Dialysis and Kidney Transplantation in Bosnia and Herzegovina (2010-2020) and also, she is President of Donor’s network of Bosnia and Herzegovina. She is a member of ERA EDTA and ISN, and also a member of the Committee of SRC by ISN. She is a member of the Council of EAPE (European Association of Professor Emerita). She is also vice president of IANUBIH (International Academy of Science and Arts in Bosnia and Herzegovina) and a member of the board of South Eastern Europe by ISN. In her carrier, she obtains many international awards for her work in the field of Nephrology. Aldo Rogelis Aquiles Rodrigues is a new Editorial Board member of Eur J Ther for Neurology. Currently, he is an associate professor in physiology at the Federal University of Triângulo Mineiro, MG, Brazil since 2006. Before that, he worked as a research associate at the Department of Neurophysiology, Madison, USA from 2002 to 2005. He has experience in auditory neurons electrophysiology, enteric neurons and ion channels in general. Domenico Santoro is a Full Professor of Nephrology, Director of the Division of Nephrology and Coordinator of the Nephrology Fellowship Program University of Messina, AOU G. Martino – Messina. He is s a clinical expert in glomerular disorders with a scientific formation at the section of renal Pathology of the CSMC UCLA Los Angeles. He collaborated in genetic studies in glomerular disease. He coordinates as principal investigators several studies in glomerular disease both in clinical/therapeutical as well genetic aspects. He is the Associate Editor of the Journal of Nephrology and MBC Nephrology. Author of more than 270 scientific publications indexed on Scopus, H-index in Scopus: 38; H-index in Google Scholar: 46. Onur Taydaş, MD, is a new Editorial Board Member of the Eur J Ther for Radiology. Dr Taydas is an Associate Professor in the Department of Radiology at the Sakarya University School of Medicine. He has a Turkish Society of Radiology Proficiency Certificate, a European Diploma in Radiology, and a Turkish Interventional Radiology Diploma. He has experience in neuroradiology, musculoskeletal radiology, and interventional radiology. Gregory Tsoucalas (or Tsoukalas), born in 1974 and originated from the Island of Skopelos in the center of the Aegean Sea, he had studied Medicine in the University of Saint Kliment Ohridski in Sofia Bulgaria. He had then continued his studies in Lyon France and Athens Greece. He had been a Nuclear Medicine-Oncology-End stage physician in Saint Savvas Anticancer Hospital of Athens. He had after that moved to the city of Volos where he had been a physician in the Saint George Clinic for Alzheimer and Related Dementia Syndromes-End stage. He had finally moved to the General Clinic Anassa of Volos in the Internal Pathology Department. He currently holds the position of the Assistant professor of the History of Medicine, and head of the Department of History of Medicine and Medical Deontology, Medical School, University of Crete, Heraklion, Greece. Specialized in Nuclear Medicine, MSc in Palliative Medicine and PhD in the History of Medicine from National and Kapodistrian University of Athens, History of Medicine Diploma from Claude Bernard Lyon 1 University, post-doc in Anatomy from Democritus University of Thrace, Anthropology Course Diploma from Leiden University. He holds diplomas in Mastology and Clinical Nutrition for the related European Societies. He is the General Secretary of the Hellenic Branch of the Balkan Medical Union. Interested in the fields of History of Medicine, Deontology, Bioethics, Anatomy and Humanities, he is the writer of more than 200 articles in the PubMed database and more than 200 in other bases. He loves books and had published 10, while he had participated with chapters in various publications. Member of the International Society of the History of Medicine he had presented more than 130 speeches and 50 lectures in international level. Member of DELTOS (Hellenic Society) he had presented more than 400 speeches in local level. He enjoys more than 2500 citations, H-index: 17, and i10-index: 41. Hamit Yıldız, MD, PhD, is the new editorial Board member for Internal Medicine. Dr Yildiz is an internal medicine specialist and practices in Gaziantep University Hospital. He is Board Certified in Internal Medicine. He completed his internship at Gaziantep University in Gaziantep and also graduated with a PhD in molecular biology. He has more than ten years of experience as a specialist who focuses on patients with diabetes, hypertension and thyroid diseases. His special interest is recombinant DNA technologies and the development of biotechnological drugs. Betül Yılmaz Furtun, MD, FASE, FAAP, is a new Editorial Board Member for the Eur J Ther. She is an Associate Professor of Pediatrics at the Texas Children's Hospital, Baylor College of Medicine and Associate Medical Director of the Fetal Cardiology/Fetal Cardiac Intervention Program at Texas Children's Hospital. Dr Yilmaz Furtun is also a Course Director of Fetal Cardiology Education/Curriculum Development for advanced and categorical cardiology fellows and an Associate Director of the Fetal Care Center Steering Committee for fetal cardiology at Texas Children's Hospital. Dr Yilmaz Furtun is a pediatric cardiologist with expertise in advanced imaging modalities including fetal echocardiography, transthoracic and transesophageal echocardiography. Dr Yilmaz Furtun completed her pediatrics training at Washington University in St. Louis, pediatric cardiology training at Columbia University Medical Center, New York Presbyterian Hospital, and fetal cardiology/advanced imaging training at Cincinnati Children's Hospital. Dr Yilmaz Furtun actively participates in fetal and pediatric echocardiography laboratory protocol development and fetal and echocardiography lab and Fetal Care Center quality and improvement initiatives. Dr Yilmaz Furtun has been a member of the American Society of Echocardiography, the International Society of Ultrasound in Obstetrics and Gynecology, the Fetal Heart Society as well as American College of Cardiology. Dr Yilmaz Furtun’s clinical and research focus relates to cardiac imaging by echocardiography and fetal echocardiography. She utilizes her experience in these areas to study how we can use non-invasive imaging modalities for investigating normal and abnormal cardiac function in patients with congenital heart disease and in fetuses with cardiac compromise. Her primary research interests focus on fetal cardiovascular assessment and cardiac dysfunction in patients with congenital heart disease, in fetuses with congenital abnormalities, and in multiple gestation pregnancies complicated by twin-twin transfusion syndrome. Matthew Zdilla, DC, is a new Editorial Board Member for the Eur J Ther. Dr Zdilla was educated at the University of Pittsburgh and Northeast College of Health Sciences. He serves as an Associate Professor at the West Virginia University School of Medicine in the United States of America. He is an award-winning, internationally recognized clinical anatomist who has published scores of high-impact research papers regarding human diversity and the impact of anatomical variation on clinical procedures. In addition to his experience as an accomplished researcher, Zdilla brings his experience as an ad hoc reviewer for nearly 40 journals to the European Journal of Therapeutics. Joseph Schmidt, MFA has taught academic writing for the University of Louisville and various campuses of The City University of New York (CUNY). An accomplished poet, he has contributed content to, and edited a number of small literary journals. At Gaziantep University, he has lent his editorial and native English language talents to some of his Turkish colleagues in the sciences. He teaches in the university’s School of Foreign Languages (YDO).

Photo by Spencer Davis on Unsplash ABSTRACT Current conceptions of solidarity impose a morality and sacrifice that did not prevail in the case of COVID-19 vaccine distribution. Notably, the vaccine distribution disparity revealed that when push came to shove, in the case of global distribution, self-interested persons reached inward rather than reaching out, prioritized their needs, and acted to realize their self-interest. Self-interest and loyalty to one’s own group are natural moral tendencies. For solidarity to be normatively relevant in difficult and emergency circumstances, solidarity scholars ought to leverage the knowledge of the human natural tendency to prioritize one’s own group. This paper recommends a nonexclusive approach to solidarity that reflects an understanding of rational self-interest but highlights commonalities among all people. A recommended task for future studies is to articulate what the account of solidarity informed by loyalty to the group would look like. INTRODUCTION The distribution of COVID-19 vaccines raises concerns about the normative relevance of the current conceptions of solidarity. Current conceptions of solidarity require individuals to make sacrifices they will reject in difficult and extreme situations. To make it more relevant in difficult situations, there is a need to rethink solidarity in ways that align with natural human dispositions. The natural human disposition or tendency is to have loyalty to those to whom one relates, to those in one’s own group (by race, ethnicity, neighborhood, socioeconomic status, etc.), or to those in one’s location or country. While some may contend that such natural dispositions should be overcome through moral enhancement,[1] knowledge about self-interest ought to be leveraged to reconceptualize solidarity. Notably, for solidarity to be more relevant in emergencies characterized by shortages, solidarity ought to take natural human behaviors seriously. This paper argues that rather than seeing solidarity as a collective agreement to help others out of a common interest or purpose, solidarity literature must capitalize on human nature’s tendency toward loyalty to the group. One way to do this is by expanding the group to the global community and redefining solidarity to include helping the human race when emergencies or disasters are global. The first section describes the current conception of solidarity, altruism, and rational self-interest. The second section discusses how the moral imperative to cooperate by reaching out to others did not lead to equitable COVID-19 vaccine distribution. The third section argues that solidarity should be rethought to align with natural human dispositions toward loyalty to groups and rational self-interest. The final section briefly suggests the global community be the group for nonexclusive solidarity. I. Solidarity: Understanding Its Normative Imperatives Solidarity literature is vast and complex, attracting contributions from authors from countries of all income levels.[2] Notably, the literature addresses how solidarity develops from interpersonal, then group to institutional, and how it is motivated and maintained at different levels.[3] Solidarity is unity among people with a shared interest or goal.[4] The term was popularized during an anti-communist labor movement in Poland.[5] While a show of solidarity traditionally meant solidarity within a group, for example, workers agreeing with and supporting union objectives and leaders,[6] it has come to include sympathy/empathy and action by those outside the group who stand with those in need. In bioethics, the Nuffield Council defines solidarity as “shared practices reflecting a collective commitment to carry financial, social, emotional, and or other ‘costs’ to assist others.”[7] As conceptualized currently, solidarity prescribes a morality of cooperation and may incorporate altruism. Solidaristic actions like aiding others or acting to enhance the quality of others’ lives are often motivated by emotive connections/relations. For this reason, Barbara Prainsack and Alena Buyx define solidarity as “a practice by which people accept some form of financial, practical, or emotional cost to support others to whom they consider themselves connected in some relevant respect.”[8] Although this description has been critiqued, the critics[9] do not deny that sympathy and understanding are the bases for “standing up beside” or relating to others. Political solidarity is a “response to injustice, oppression, or social vulnerability”[10] and it entails a commitment to the betterment of the group. “Rational self-interest” describes when parties behave in ways that make both parties better off.[11] They may be partly motivated by their own economic outcome. It may be that when some regions or groups act solidaristically, they are also motivated by shared economic goals.[12] Rational self-interest is not always opposed to the commitment to collectively work for the group’s good. Rational self-interest can intersect with collective action when parties behave in ways that make both parties better off. For example, one study found that individuals are willing to bear the burden of higher taxes in favor of good education policies that significantly increase their opportunities to have a good life.[13] Rationally self-interested persons may be partly motivated by their own economic outcome. It may be that when some regions or groups act solidaristically, they are also motivated by shared economic goals.[14] Specifically, individuals, organizations, and governments are driven to positively identify with or aid others because they feel connected to them, share the same interest, or would benefit from the same action. Cooperating with others on this basis guarantees their interests. Individuals will be less likely to help those with whom they do not feel connected. Respect, loyalty, and trust among solidary partners are equally grounded in this belief. “[S]olidarity involves commitment, and work as well as the recognition that even if we do not have the same feeling, or the same lives, or the same bodies, we do live on common grounds.”[15] Although individuals are more likely to exhibit solidarity with those to whom they feel connected, their lives and interests are still different. Some African philosophers describe solidarity as entailing reciprocal relations and collective responsibility.[16] The bases for positively acting to benefit others are communal relations and individual flourishing, similar to solidarity as it is described in the global literature. Common motifs and maxims typify this belief: the West African motifs like the Siamese Crocodile and the African maxims like “the right arm washes the left hand and the left arm washes the right arm”, and the Shona phrases “Kukura Kurerwa” and “Chirere chichazo kurerawo” ­– both meaning the group’s development is vital for the individual’s development.[17] As a reciprocal relation, solidaristic actions are instrumentalized for one’s self-affirmation or self-emergence. This view underlies practices in Africa like letsema, which is an agricultural practice where individuals assist each other in harvesting their farm produce. It is also the animating force underlying a favorable disposition towards joint ventures like the ajo (an African contributing saving scheme whereby savings are shared among contributors by rotation).[18] Furthermore, as entailing collective ownership, solidaristic actions become ways of affirming each other’s destiny because it is in one’s best interest to cooperate with them this way or help others realize their life goals given the interconnectedness of lives. One advantage of forming solidary union that reaches out to others is that they possess qualities and skills that one lacks. This application of solidarity is more localized than solidarity among countries or global institutions. Furthermore, solidarity also entails altruism, an idea that is particularly common in the philosophical literature of low-income countries. On this account, solidarity implies a voluntary decision to behave in ways that make individuals better off for their own sake. Here, it matters only that some have thought about solidarity this way. Moreover, this belief informs pro-social behaviors – altruism is acting solely for the good of others.[19] Altruistic behaviors are motivated by empathy, which is an acknowledgement of individuals who require aid, and sensitivity, which is a thoughtful response to individuals in need of help. Solidarity can seem to be a call to help strangers rather than a genuine feeling of uniting with people for a common cause. Altruism and solidarity appear similar although they are distinct in that solidarity is not merely helping others. It is helping others out of a feeling of unity. In some cultures in Africa, an indifference to the needs of others or a failure to act solely in ways that benefit others or society are often considered an exhibition of ill will.[20] Precisely, the phrases “Kukura Kurerwa” and “Chirere chichazo kurerawo” among the Shona people in Southern Africa morally compel one to play an active role in the growth and improvement of others. “The core of improving others’ well-being,” as explained, “is a matter of meeting their needs, not merely basic ones but also those relevant to higher levels of flourishing, e.g. being creative, athletic, theoretical.”[21] On this basis, self-withdrawal, self-isolation, and unilateralism, would be failures to be solidaristic. II. COVID-19 Vaccine Distribution Disparity And The Imperative To Reach Out The strength and benefits of cooperation are well documented. COVID-19 vaccine distribution did not reflect solidarity despite the use of rhetoric suggesting it. COVID-19 vaccine distribution disparity exemplifies how solidarity requires individuals to make sacrifices that they will refuse under challenging circumstances. Solidaristic rhetoric was not uncommon during the COVID-19 pandemic. This was expressed through maxims like “Stronger together”, “No one is safe until everyone is safe”, “We are all in this together”, and “Flatten the curve”, as well as cemented through actions like physical distancing, mask-wearing, travel restrictions, and limits on social gatherings. Before the pandemic, solidarity rhetoric informed alliances like the Black Health Alliance that was created to enable Black people in Canada to access health resources. This rhetoric and the global recognition of the vital importance of exhibiting solidarity had little if any impact on preventing vaccine distribution disparity. Notably, the World Health Organization set a goal of global vaccination coverage of 70 percent. The 70 percent figure was recognized as key for ending the pandemic, preventing the emergence of new variants, and facilitating global economic recovery.[22] The solidaristic rhetoric that no country was safe until all countries were safe did not result in enough vaccine distribution. Nor did the rational self-interest of common economic goals. The economic impact of the pandemic has been huge for most nations, costing the global community more than $2 trillion.[23] Vaccine distribution disparity across countries and regions undermined international efforts to end the COVID-19 pandemic. The disparity revealed that self-interested persons, organizations, and countries reached inward, prioritized their needs, and acted to realize their own self-interest. Empirical studies confirmed the disparity at the macro and micro levels. Some of the findings are worth highlighting. The number of vaccine doses injected in high-income countries was 69 times higher than that in low-income countries.[24] In fact, the UK had doubly vaccinated about 75 percent of its adult population by February 2022, while more than 80 percent of African nations had not received a single dose of the vaccine.[25] Precisely, the national uptake of vaccines in Uganda (which is a low-income economy without COVID-19 production capacity) was “6 percent by September 2021 and 63 percent by June 2022. The vaccination coverage in the country was 2 percent by September 2021 and 42 percent by June 2022. Yet both the national COVID-19 vaccination uptake and coverage were far below WHO targets for these dates.[26] Although a report which assessed the impact of COVID-19 vaccines in the first of year of vaccination showed that about 19 million COVID-19-related deaths were averted, they were mainly in the high-income countries rather than in countries that failed to reach the vaccine coverage threshold for preventing the emergence of new variants.[27] There were more than 250,000 COVID-related deaths in African countries.[28] Though this figure is significantly lower than reported COVID-19 deaths in North America (1.6 million), the report and other studies confirm that many of the deaths in Africa could have been prevented if the vaccines had been widely distributed in the region. [29] Still at the macro level, whereas 78 percent of individuals in high-income countries were vaccinated by February 15, 2022, only 11 percent of persons in low-income countries were vaccinated by the same date.[30] By February 15, 2022, high-income countries like Lithuania and Gibraltar (a UK territory) had more than 300 percent of doses required for vaccinating their population, while low-income countries in Africa had only managed to secure about 10 percent of the necessary vaccine doses for their people. Burundi had vaccinated less than 1 percent of its population by December 2022. The disparity between countries of similar income levels was also evident. For example, among 75 low- and middle-income countries, only about 14 countries reported vaccinating at least 50 percent of their population. And, while high-income countries like Qatar had secured more than 105 percent of doses for their people, other high-income countries like Liechtenstein had only managed about 67 percent vaccination coverage by December 2022.[31] Within countries, vaccination coverage gaps were also evident between urban and rural areas, with the former having higher vaccination coverage than the latter.[32] There were many tangible solidaristic efforts to cooperate or reach out through schemes like the COVID-19 Vaccines Global Access (COVAX), African Vaccine Acquisition Trust (AVAT) and Technology Access Pool (C-TAP). Notably, the schemes were testaments of the global recognition to lift others as we rise and not leave anyone behind. Both high-income and low- and middle-income countries supported the programs as an expression of solidarity. Indeed, many low- and middle-income countries secured about 800 million doses through these schemes by the end of December 2021. Nonetheless, this was still far below these countries’ two-billion-dose target by the same date. The wealthier countries’ rhetoric of support did not lead to delivery of enough vaccines. The support by high-income countries seems disingenuous. While high-income countries at first allocated vaccines carefully and faced shortages, they had plentiful supplies before many countries had enough for their most vulnerable people. Thus, these schemes did very little to ensure the well-being of people in low- and middle-income countries that relied on them. These schemes had many shortcomings. For example, COVAX relied on donations and philanthropy to meet its delivery targets. In addition, despite their support for these schemes, many high-income countries hardly relied on them for their COVID-19 vaccine procurement. Instead, these high-income countries made their own private arrangements. In fact, high-income countries relied on multilateral agreements and direct purchases to secure about 91 percent of their vaccines.[33] These solidaristic underfunded schemes had to compete to procure vaccines with the more highly resourced countries. Arguably, many factors were responsible for the uneven distribution of COVID-19 vaccines. For example, vaccine production sites facilitated vaccine nationalism whereby countries prioritized their needs and enabled host states like the UK to stockpile vaccines quickly. Regions without production hubs, like many places in Africa, experienced supply insecurity.[34] The J & J-Aspen Pharmacare deal under which a South African facility would produce the J&J COVID vaccine did not improve the local supply.[35] Companies sold vaccines at higher than the cost of production despite pledges by many companies to sell COVID-19 vaccines at production cost. AstraZeneca was the only company reported to have initially sold vaccines at cost until it replaced this with tiered pricing in late 2021.[36] Moderna estimated a $19 billion net profit from COVID-19 vaccine sales by the end of 2021. Pricing practices undermined solidaristic schemes designed to help low-income countries access the doses required for their populations.[37] The unwillingness of Western pharmaceutical companies like Johnson and Johnson, Pfizer-BioNTech, and Moderna to temporarily relinquish intellectual property rights or transfer technology that would have eased vaccine production in low-income countries that lacked production capabilities even when taxpayers’ money or public funding accelerated about 97 percent of vaccine discovery is another example of acting without solidarity. South Africa and India proposed the transfer of essential technological information about COVID-19 vaccines to them to increase local production.[38] The EU, UK, and Germany, which host many of these pharmaceutical companies, opposed the technology transfers.[39] Corporations protected their intellectual property and technology for profits. There were many other factors, like vaccine hoarding. Although the solidaristic rhetoric suggested a global community united to help distribute the vaccine, COVID-19 vaccine distribution demonstrates that individuals, institutions, regions, or states will prioritize their needs and interests. This leads to the question, “What sort of behaviors can reasonably be expected of individuals in difficult situations? In what ways can solidarity be re-imagined to accommodate such behaviors? Ought solidarity be re-imagined to accommodate such actions? III. COVID-19 Vaccine Disparity: Lessons For Solidarity Literature COVID-19 vaccine distribution disparity has been described as inequitable and immoral.[40] One justification for the negative depiction is that it is irresponsible of individual states or nations to prioritize their own needs over the global good, especially when realizing the global interest is necessary for ensuring individual good. Although such contributions to the ethical discourse on COVID-19 vaccine disparity are essential, they could also distract attention from vital conversations concerning how and why current solidarity conceptions can better reflect core human dispositions. To clarify, the contestation is not that solidaristic acts of reaching out to others are morally unrealistic or non-realizable. There are historical examples of solidarity, particularly to end a common affliction or marginalization. An example is the LGBT support of HIV/AIDS-infected persons based on their shared identities to confront and end the stigma, apathy, and homophobia that accompanied the early years of the crisis.[41] Equally, during the apartheid years in South Africa, Black students formed solidarity groups as a crucial racial response to racism and oppression by the predominantly White government.[42] Additionally, the World Health Organization’s (WHO) director, Tedros Ghebreyesus cited solidarity and its rhetoric as the reason for the resilience of societies that safely and efficiently implemented restrictive policies that limited COVID-19 transmission. To improve its relevance to emergencies, solidarity ought to be reconceptualized considering COVID-19 vaccine distribution. As demonstrated by the COVID-19 vaccine distribution disparity, individuals find it difficult to help others in emergencies and share resources given their internal pressing needs. Moreover, humans have a natural tendency to take care of those with whom they identify. That may be by country or region, race, ethnicity, socioeconomic status, type of employment, or other grouping. By extension, the morality that arises from the tendency towards “the tribe” is sometimes loyalty to one’s broader group. Evidence from human evolutionary history, political science, and psychology yields the claim that “tribal [morality] is a natural and nearly ineradicable feature of human cognition, and that no group—not even one’s own—is immune.”[43] Tribal morality influences mantras like America First, South Africans Above Others, or (arguably) Brexit. These conflict with solidarity. As another global example, climate change concerns are not a priority of carbon’s worst emitters like the US, China, and Russia. In fact, in 2017, the US pulled out of the Paris Agreement, a tangible effort to rectify the climate crisis.[44] Droughts experienced by indigenous people in Turkana, the melting ice experienced by the Inuit, the burning bush experienced by the aboriginal Australians, and the rise in ocean levels that remain a constant threat to the Guna are examples of the harm of the changing climate. In the case of climate action, it appears that governments prioritize their self-interests or the interests of their people, over cooperation with governments of places negatively impacted. In the instance of COVID-19 vaccine distribution disparity, loyalty to the group was evident as states and countries kept vaccines for their own residents. Solidarity has a focus on shared interests and purpose, but in its current conceptions it ignores human nature’s loyalty to groups. In emergencies that involve scarcity, solidarity needs to be redefined to address the impulse to keep vaccines for one’s own country’s population and the choice to sell vaccines to the highest bidder. For solidarity to be normatively relevant in difficult and emergency circumstances, solidarity scholars ought to leverage the knowledge of human natural tendency to prioritize one’s own group to rethink this concept. IV. Rethinking Solidarity For Challenging Circumstances In the globalized world, exhibiting solidarity with one another remains intrinsically valuable. It makes the world better off. But the challenge remains ensuring that individuals can exhibit solidarity in ways that align with their natural instincts. Rather than helping those seen as other, or behaving altruistically without solidarity, people, governments, and organizations should engage in solidarity to help others and themselves as part of the global community. A rational self-interest approach to solidarity is similar, while altruism is distinguishable. Solidarity can be expanded to apply when the human race as a whole is threatened and common interests prevail, sometimes called nonexclusive solidarity.[45] That is distinguished from altruism as solidarity involves seeing each other as having shared interests and goals – the success of others would lead to the success of all. For example, cleaner air or limiting the drivers of human-made climate change would benefit all. Warning the public, implementing social distancing and masking, and restricting travel are examples of global goals that required solidaristic actions to benefit the human race.[46] Arguably, this conception of solidarity could apply to a scarce resource, like the COVID-19 vaccine. Notably, the solidarity rhetoric that this gives rise to is that COVID-19 vaccine equitable distribution is a fight for the human race. Solidarity has been applied to scarcity and used to overcome deprivation due to scarcity. In the case AIDS/HIV, there were many arguments and then programs to reduce drug prices and to allocate and condoms to countries where the epidemic was more pronounced and continuing to infect people. Similarly, a solidarity-inspired effort led to treatments for resistant tuberculosis.[47] Summarily, I suggest that we cannot tackle global health problems without exhibiting solidarity with one another. Humans can exhibit solidarity in ways that align with their natural instincts. To do this, nonexclusive solidarity described in this section, is required. Although the nonexclusive solidarity recognizes difference, it avoids the “logic of competition that makes difference toxic.”[48] Without necessarily requiring every country's leaders to prioritize global citizens equally, the nonexclusive solidarity at least, prohibits forms of competition that undermine initiatives like COVAX from securing the required vaccines to reach the vaccine coverage target. CONCLUSION COVID-19 vaccine distribution disparity does not create a new problem. Instead, it reveals an existing concern. This is the disconnect between dominant human psychological makeup and the sort of solidarity expounded in current literature or solidaristic actions. Notably, it reveals a failure of current solidarity conceptions to reflect the natural human tendency to prioritize the interests of one’s own group. As such, the disparity requires rethinking or reconceptualization of solidarity in ways that align with the dominant human tendency. As conceptualized currently, solidarity enjoins a form of morality that many found very difficult to adhere to during the COVID-19 pandemic. Notably, they perceived solidarity as a call to help strangers. Humans are linked by something that is far more important than a relationship between strangers. The unbreakable bond among humans that this idea gives rise to would necessitate genuine concern for each other’s well-being since we are implicated in one another's lives. The exact ways a conception of solidarity that applies to the global community can inform guidelines and policies in emergencies and difficult situations when individuals are expected to be solidaristic is a recommended task for future studies. - [1] Ingmar Persson & Julian Savulescu 2019. The Duty to be Morally Enhanced. Topoi, 38, 7-14. [2] M. Inouye 2023. On Solidarity, Cambridge, MA, Boston Review. [3] Barbara Prainsack & Alena Buyx 2011. Solidarity. Reflections on an Emerging Concept in Bioethics. Summary. [4] Oxford Languages (“unity or agreement of feeling or action, especially among individuals with a common interest; mutual support within a group.”) [5] Mikolaj Glinski. 2015. The Solidarity Movement: Anti-Communist, Or Most Communist Thing Ever? The Solidarity Movement: Anti-Communist, Or Most Communist Thing Ever?. https://culture.pl/en/article/the-solidarity-movement-anti-communist-or-most-communist-thing-ever. [6] Carola Frege, Edmund Heery & Lowell Turner 2004. 137The New Solidarity? Trade Union Coalition-Building in Five Countries. In: FREGE, C. & KELLY, J. (eds.) Varieties of Unionism: Strategies for Union Revitalization in a Globalizing Economy. Oxford University Press. [7] Barbara Prainsack & Alena Buyx 2011. Solidarity. Reflections on an Emerging Concept in Bioethics. Summary. [8] Prainsack & Buyx, 2017. [9] Angus Dawson & Bruce Jennings 2012. The Place of Solidarity in Public Health Ethics. Public Health Reviews, 34, 4. [10] Sally J. Scholz 2008. Political Solidarity, Penn State University Press. [11] Emanuele Bertusi. 2017. An analysis of Adam Smith's concept of self-interest: From Selfish behavior to social interest. Libera Universita Internazionale Degli Studi Sociali. [12] Sally J. Scholz 2008. Political Solidarity, Penn State University Press. [13] Marius R. Busemeyer & Dominik Lober 2020. Between Solidarity and Self-Interest: The Elderly and Support for Public Education Revisited. Journal of Social Policy, 49, 425-444. [14] Scholz, 2008. [15] Sara Ahmed 2004. The Cultural Politics of Emotion, New York, Routledge. [16] C. Ewuoso, T. Obengo & C. Atuire 2022. Solidarity, Afro-communitarianism, and COVID-19 vaccination. J Glob Health, 12, 03046. [17] J Mugumbate 2013. Exploring African philosophy: The value of ubuntu in social work. Afri J Soc W 3, 82-100. [18] Salewa Olawoye-Mann 2023. 55Beyond Coping: The Use of Ajo Culture among Nigerian Immigrants to Counter Racial Capitalism in North America. In: HOSSEIN, C. S., AUSTIN, S. D. W. & EDMONDS, K. (eds.) Beyond Racial Capitalism: Co-operatives in the African Diaspora. Oxford University Press. [19] Estrella Gualda 2022. Altruism, Solidarity and Responsibility from a Committed Sociology: Contributions to Society. The American Sociologist, 53, 29-43. [20] Ewuoso, Obengo & Atuire 2022. [21] T. Metz 2015. An African theory of social justice. In: BIOSEN, C. & MURRAY, M. (eds.) Distributive Justice Debates in Political and Social Thought: Perspectives on Finding a Fair Share. New York: Routledge. [22] Victoria Pilkington, Sarai Mirjam Keestra & Andrew Hill 2022. Global COVID-19 Vaccine Inequity: Failures in the First Year of Distribution and Potential Solutions for the Future. Frontiers in Public Health, 10. [23] M. Hafner, E. Yerushalmi, C. Fays, E. Dufresne & C. Van Stolk 2022. COVID-19 and the Cost of Vaccine Nationalism. Rand Health Q, 9, 1. [24] Mohsen Bayati, Rayehe Noroozi, Mohadeseh Ghanbari-Jahromi & Faride Sadat Jalali 2022. Inequality in the distribution of Covid-19 vaccine: a systematic review. International Journal for Equity in Health, 21, 122. [25] Graham Dutfield, Siva Thambisetty, Aisling Mcmahon, Luke Mcdonagh & Hyo Kang 2022. Addressing Vaccine Inequity During the COVID-19 Pandemic: The TRIPS Intellectual Property Waiver Proposal and Beyond. Cambridge Law Journal, 81. [26] Patrick King, Mercy Wendy Wanyana, Richard Migisha, Daniel Kadobera, Benon Kwesiga, Biribawa Claire, Michael Baganizi & Alfred Driwale. 2023. Covid 19 vaccine uptake and coverage, Uganda 2021-2022. UNIPH Bulletin, 8. https://uniph.go.ug/covid-19-vaccine-uptake-and-coverage-uganda-2021-2022/#: [27] O. J. Watson, G. Barnsley, J. Toor, A. B. Hogan, P. Winskill & A. C. Ghani 2022. Global impact of the first year of COVID-19 vaccination: a mathematical modelling study. Lancet Infect Dis, 22, 1293-1302. [28] Arcgis January 21, 2024. African dashboard for tracking the COVID-19 in real-time. https://www.arcgis.com/apps/dashboards/b959be51c0014845ad44142bce1b68fe [29] Jai K. Das, Hsien Yao Chee, Sohail Lakhani, Maryam Hameed Khan, Muhammad Islam, Sajid Muhammad & Zulfiqar A. Bhutta 2023. COVID-19 Vaccines: How Efficient and Equitable Was the Initial Vaccination Process? Vaccines, 11, 11. O. J. Watson, G. Barnsley, J. Toor, A. B. Hogan, P. Winskill & A. C. Ghani 2022. Global impact of the first year of COVID-19 vaccination: a mathematical modelling study. Lancet Infect Dis, 22, 1293-1302. [30] Pilkington, Keestra & Hill 2022. [31] Kunyenje, et al. 2023. [32] Pilkington, Keestra & Hill 2022. [33] Jai K. Das, Hsien Yao Chee, Sohail Lakhani, Maryam Hameed Khan, Muhammad Islam, Sajid Muhammad & Zulfiqar A. Bhutta 2023. COVID-19 Vaccines: How Efficient and Equitable Was the Initial Vaccination Process? Vaccines, 11, 11. [34] Kunyenje, et al. 2023. [35] Lynsey Chutel. 2022. Africa's first COVID-19 vaccine factory hasn't received a single order. Africa's first COVID-19 vaccine factory hasn't received a single order. https://www.nytimes.com/2022/05/12/world/africa/south-africa-covid-vaccine-factory.html [36] Graham Dutfield, Siva Thambisetty, Aisling Mcmahon, Luke Mcdonagh & Hyo Kang 2022. Addressing Vaccine Inequity During the COVID-19 Pandemic: The TRIPS Intellectual Property Waiver Proposal and Beyond. Cambridge Law Journal, 81. [37] Dutfield, et al. [38] Hannah Balfour. June 17, 2022 2022. WTO waives intellectual property rights for COVID-19 vaccines. European Pharmaceutical Review https://www.europeanpharmaceuticalreview.com/news/172329/breaking-news-wto-waives-intellectual-property-rights-for-covid-19-vaccines/ [39] Government Uk. 2021. UK statements to the TRIPS Council: Item 15 waiver proposal for COVID-19. UK statements to the TRIPS Council: Item 15 waiver proposal for COVID-19 . https://www.gov.uk/government/news/uk-statement-to-the-trips-council-item-15 [40] Victoria Pilkington, Sarai Mirjam Keestra & Andrew Hill 2022. Global COVID-19 Vaccine Inequity: Failures in the First Year of Distribution and Potential Solutions for the Future. Frontiers in Public Health, 10. [41] Benjamin Klassen 2021. ‘Facing it Together’: Early Caregiving Responses to Vancouver's HIV/AIDS Epidemic. Gender & History, 33, 774-789. [42] Mabogo P. More 2009. Black solidarity: A philosophical defense. Theoria: J Soc and Pol Theory, 56, 20-43. [43] Cory J. Clark, Brittany S. Liu, Bo M. Winegard & Peter H. Ditto 2019. Tribalism Is Human Nature. Current Directions in Psychological Science, 28, 587-592. [44] Hai-Bin Zhang, Han-Cheng Dai, Hua-Xia Lai & Wen-Tao Wang 2017. U.S. withdrawal from the Paris Agreement: Reasons, impacts, and China's response. Advances in Climate Change Research, 8, 220-225. [45] Arto Laitinen & Anne Birgitta Pessi 2014. Solidarity: Theory and Practice. An Introduction. In: LAITINEN, A. & PESSI, A. B. (eds.) Solidarity: Theory and Practice. Lexington Books. [46] X. Li, W. Cui & F. Zhang 2020. Who Was the First Doctor to Report the COVID-19 Outbreak in Wuhan, China? J Nucl Med, 61, 782-783. [47] Atuire, C. A., & Hassoun, N. 2023. Rethinking solidarity towards equity in global health: African views. International journal for equity in health, 22(1), 52. https://doi.org/10.1186/s12939-023-01830-9 [48] Samo Tomšič 2022. No Such Thing as Society? On Competition, Solidarity, and Social Bond. differences, 33, 51-71.

In recent years ecological thinking has been applied to a range of social, cultural, and aesthetic systems, including performing arts as a living system of policy makers, producers, organisations, artists, and audiences. Ecological thinking is systems-based thinking which allows us to see the performing arts as a complex and protean ecosystem; to explain how elements in this system act and interact; and to evaluate its effects on Australia’s social fabric over time. According to Gallasch, ecological thinking is “what we desperately need for the arts.” It enables us to “defeat the fragmentary and utilitarian view of the arts that dominates, to make connections, to establish overviews of the arts that can be shared and debated” (Gallasch NP). The ecological metaphor has featured in debates about the performing arts in Brisbane, Australia, in the last two or three years. A growing state capital on Australia’s eastern seaboard, Brisbane is proud of its performing arts culture. Its main theatre organisations include the state flagship Queensland Theatre Company; the second major presenter of adapted and new text-based performances La Boite Theatre Company; venues which support local and touring performances such as the Judith Wright Centre for Contemporary Arts and the Brisbane Powerhouse; emerging talent incubator Metro Arts; indigenous companies like Kooemba Jdarra; independent physical theatre and circus companies such as Zen Zen Zo and Circa; and contemporary play-producing company 23rd Productions (cf. Baylis 3). Brisbane aspires to be a cultural capital in Australia, Australasia, and the Asia Pacific (Gill). Compared to Australia’s southern capitals Sydney and Melbourne, however, Brisbane does have a relatively low level of performing arts activity across traditional and contemporary theatre, contemporary performance, musicals, circus, and other genres of performance. It has at times been cast as a piecemeal, potentially unsustainable arts centre prone to losing talent to other states. In 2009, John Baylis took up these issues in Mapping Queensland Theatre, an Arts Queensland-funded survey designed to map practices in Brisbane and in Queensland more broadly, and to provide a platform to support future policy-making. This report excited debate amongst artists who, whilst accepting the tenor of Baylis’s criticisms, also lamented the lack of nuanced detail and contextualised relationships its map of Queensland theatre provided. In this paper we propose a new approach to mapping Brisbane’s and Queensland’s theatre that extends Baylis’s “value chain” into a “value ecology” that provides a more textured picture of players, patterns, relationships, and activity levels. A “value chain” approach emphasises linear relationships and gaps between production, distribution, and consumption in a specific sector of the economy. A “value ecology” approach goes further by examining a complex range of rhizomatic relationships between production, distribution, and consumption infrastructure and how they influence each other within a sector of the economy such as the performing arts. Our approach uses a “value ecology” model adapted from Hearn et al. and Cherbo et al. to map and interpret information from the AusStage performing arts database, the Australian Bureau of Statistics, and other sources such as previews, reviews, and an ongoing local blogosphere debate. Building upon Baylis’s work, our approach produces literal and conceptual maps of Queensland’s performing arts as they change over time, with analysis of support, infrastructure, and relationships amongst government, arts organisations, artists, and audiences. As debate on Mapping Queensland Theatre gives way to more considered reflection, and as Baylis develops a follow-up report, our approach captures snapshots of Queensland’s performing arts before, during, and after such policy interventions. It supports debate about how Queensland artists might manage their own sustainability, their own ability to balance artistic, cultural, and economic factors that influence their work in a way that allows them to survive long term, and allows policy makers, producers, and other players to better understand, articulate, assess, and address criticisms. The Ecological Metaphor In recent years a number of commentators have understood the performing arts as an “ecology,” a system characterised by interacting elements, engagements, flows, blockages, breaks, and breakthroughs whose “health” (synonymous in this context with sustainability) depends on relationships between players within and without the system. Traditionally, performing arts policies in Australia have concentrated on singular elements in a system. They have, as Hunt and Shaw argue, “concentrate[d] on individual companies or an individual artist’s practice rather than the sector as a whole” (5, cf. 43). The focus has been on how to structure, support, and measure the success—the aesthetic and social benefits—of individual training institutions, artists, administrators, and arts organisations. The “health” of singular elements has been taken as a sign of the “health” of the system. An ecologies approach, by contrast, concentrates on engagements, energies, and flows as signs of health, and thus sustainability, in a system. Ecological thinking enables policy makers, practitioners, and scholars to go beyond debate about the presence of activity, the volume of activity, and the fate of individual agents as signs of the health or non-health of a system. In an ecologies context, level of activity is not the only indicator of health, and low activity does not necessarily equate with instability or unsustainability. An ecological approach is critical in Brisbane, and in Queensland more broadly, where attempts to replicate the nature or level of activity in southern capitals are not necessarily the best way to shore up the “health” of our performing arts system in our own unique environment. As the locus of our study Queensland is unique. While Queensland has 20% of Australia’s population (OESR; ABS ‘ Population Projections’), and is regularly recognised as a rapidly growing “lifestyle superstate” which values innovation, creativity, and cultural infrastructure (Cunningham), it is still home to significantly less than 20% of Australia’s performing arts producers, and many talented people continue to migrate to the south to pursue career opportunities (Baylis 4, 28). An ecologies approach can break into oft-cited anxieties about artist, activity, and audience levels in Brisbane, and in Queensland, and create new ideas about what a “healthy” local performing arts sector might look like. This might start to infuse some of the social media commentary that currently tends to emphasise the gaps in the sector. Ecologies are complex systems. So, as Costanza says, when we consider ecosystem health, we must consider the overall performance of the system, including its ability to deal with “external stress” (240) from macro-level political, legal, social, cultural, economic, or technological currents that change the broader society this particular sector or ecosystem sits within. In Brisbane, there is a growing population and a desire to pursue a cultural capital tag, but the distinctive geographic, demographic, and behavioural characteristics of Brisbane’s population—and the associated ‘stresses’, conditions, or constraints—mean that striving to replicate patterns of activity seen in Sydney or Melbourne may not be the straightest path to a “healthy” or “sustainable” sector here. The attitudes of the players and the pressures influencing the system are different, so this may be like comparing rainforests with deserts (Costanza), and forgetting that different elements and engagements are in fact “healthy” in different ecosystems. From an ecologies point of view, policy makers and practitioners in Brisbane and in Queensland more broadly might be well advised to stop trying to match Sydney or Melbourne, and to instead acknowledge that a “healthy” ecosystem here may look different, and so generate policy, subsidy, and production systems to support this. An ecological approach can help determine how much activity is in fact necessary to ensure a healthy and sustainable local performing arts sector. It can, in other words, provide a fresh approach that inspires new ideas and strategies for sector sustainability. Brisbane, Baylis and the Blogosphere Debate The ecological metaphor has clearly captured the interest of policy makers as they consider how to make Queensland’s performing arts more sustainable and successful. For Arts Queensland: The view of the sector as a complex and interdependent ‘ecosystem’ is forging new thinking, new practices and new business models. Individual practitioners and organisations are rethinking where they sit within the broader ecology, and what they contribute to the health and vitality of the sector, and how they might address the gaps in services and skills (12). This view informed the commissioning of Mapping Queensland Theatre, an assessment of Queensland’s theatre sector which offers a framework for allocation of resources under the Queensland Arts & Cultural Sector Plan 2010-2013. It also offers a framework for negotiation with funded organisations to ensure “their activities and focus support a harmonious ecology” (Baylis 3) in which all types and levels of practice (emerging, established, touring, and so on) are functioning well and are well represented within the overall mix of activities. Utilising primary and secondary survey sources, Mapping Queensland Theatre seeks: to map individuals, institutions, and organisations who have a stake in developing Queensland’s professional theatre sector; and to apply a “value chain” model of production from supply (training, creation, presentation, and distribution) to demand (audiences) to identify problems and gaps in Queensland’s professional theatre sector and recommend actions to address them. The report is critical of the sector. Baylis argues that “the context for great theatre is not yet in place in Queensland … therefore works of outstandingly high quality will be rare” (28).Whilst acknowledging a lack of ready answers about how much activity is required in a vibrant theatre culture, Baylis argues that “comparisons are possible” (27) and he uses various data sets to compare numbers of new Australian productions in different states. He finds that “despite having 20% of the Australian population, [Queensland] generates a dramatically lower amount of theatre activity” (4, cf. 28). The reason, according to Baylis (20, 23, 25, 29, 32, 40-41, 44), is that there are gaps in the “value chain” of Queensland theatre, specifically in: Support for the current wave of emerging and independent artistsSpace for experimentation Connections between artists, companies, venues and festivals, between and within regional centres, and between Queensland companies and their (inter)national peers Professional development for producers to address the issue of market distributionAudience development “Queensland lacks a critical mass of theatre activity to develop a sustainable theatre culture” (48), and the main gap is in pathways for independent artists. Quality new work does not emerge, energy dissipates, and artists move on. The solution, for Baylis, is to increase support for independent companies (especially via co-productions with mainstage companies), to improve (inter)national touring, and to encourage investment in audience development. Naturally, Queensland’s theatre makers responded to this report. Responses were given, for example, in inaugural speeches by new Queensland Theatre Company director Wesley Enoch and new La Boite Theatre Company director David Berthold, in the media, and in blogosphere commentary on a range of articles on Brisbane performing arts in 2010. The blogosphere debate in particular raged for months and warrants more detailed analysis elsewhere. For the purposes of this paper, though, it is sufficient to note that blogosphere debate about the health of Queensland theatre culture acknowledged many of the deficits Baylis identified and called for: More leadershipMore government supportMore venuesMore diversityMore audience, especially for risky work, and better audience engagementMore jobs and retention of artists Whilst these responses endorse Baylis’s findings and companies have since conceived programs that address Baylis’s criticisms (QTC’s introduction of a Studio Season and La Boite’s introduction of an Indie program in 2010 for example) a sense of frustration also emerged. Some, like former QTC Chair Kate Foy, felt that “what’s really needed in the theatre is a discussion that breaks out from the old themes and encourages fresh ideas—approaches to solving whatever problems are perceived to exist in ‘the system’.” For commentators like Foy the blogosphere debate enacted a kind of ritual rehearsal of an all-too-familiar set of concerns: inadequate and ill-deployed funding, insufficient venues, talent drain, and an impoverished local culture of theatre going. “Value Chains” versus “Value Ecologies” Why did responses to this report demand more artists, more arts organisations, more venues, and more activities? Why did they repeat demands for more government-subsidised venues, platforms, and support rather than drive toward new seed- or non- subsidised initiatives? At one level, this is to do with the report’s claims: it is natural for artists who have been told quality work is “rare” amongst them to point to lack of support to achieve success. At another level, though, this is because—as useful as it has been for local theatre makers—Baylis’s map is premised on a linear chain from training, to first productions, to further developed productions (involving established writers, directors, designers and performers), to opportunities to tour (inter)nationally, etc. It provides a linear image of a local performing arts sector in which there are individuals and institutions with potential, but specific gaps in the production-distribution-consumption chain that make it difficult to deliver work to target markets. It emphasises gaps in the linear pathway towards “stability” of financial, venue, and audience support and thus “sustainability” over a whole career for independent artists and the audiences they attract. Accordingly, asking government to plug the gaps through elements added to the system (venues, co-production platforms, producer hubs, subsidy, and entrepreneurial endeavours) seems like a logical solution. Whilst this is true, it does not tell the whole story. To generate a wider story, we need to consider: What the expected elements in a “healthy” ecosystem would be (e.g. more versus alternative activity);What other aesthetic, cultural, or economic pressures affect the “health” of an ecosystem;Why practices might need to cycle, ebb, and flow over time in a “healthy” ecosystem. A look at the way La Boite works before, during, and after Baylis’s analysis of Brisbane theatre illustrates why attention to these elements is necessary. A long-running company which has made the transition from amateur to professional to being a primary developer of new Australian work in its distinctive in-the-round space, La Boite has recently shifted its strategic position. A focus on text-based Australian plays has given way to adapted, contemporary, and new work in a range of genres; regular co-productions with companies in Brisbane and beyond; and an “Indie” program that offers other companies a venue. This could be read as a response to Baylis’s recommendation: the production-distribution-consumption chain gap for Brisbane’s independents is plugged, the problem is solved, the recommendation has led to the desired result. Such a reading might, though, overlook the range of pressures beyond Brisbane, beyond Queensland, and beyond the Baylis report that drive—and thus help, hinder, or otherwise effect—the shift in La Boite’s program strategies. The fact that La Boite recently lost its Australia Council funding, or that La Boite like all theatre companies needs co-productions to keep its venue running as costs increase, or that La Boite has rebranded to appeal to younger audiences interested in postdramatic, do-it-your-self or junkyard style aesthetics. These factors all influence what La Boite might do to sustain itself, and more importantly, what its long-term impact on Brisbane’s theatre ecology will be. To grasp what is happening here, and get beyond repetitive responses to anxieties about Brisbane’s theatre ecology, detail is required not simply on whether programs like La Boite’s “plugged the gap” for independent artists, but on how they had both predicted and unpredicted effects, and how other factors influenced the effects. What is needed is to extend mapping from a “value chain” to a full ”value ecology”? This is something Hearn et al. have called for. A value chain suggests a “single linear process with one stage leading to the next” (5). It ignores the environment and other external enablers and disregards a product’s relationship to other systems or products. In response they prefer a “value creating ecology” in which the “constellation of firms are [sic] dynamic and value flow is multi-directional and works through clusters of networks” (6). Whilst Hearn et al. emphasise “firms” or companies in their value creating ecology, a range of elements—government, arts organisations, artists, audiences, and the media as well as the aesthetic, social, and economic forces that influence them—needs to be mapped in the value creating ecology of the performing arts. Cherbo et al. provide a system of elements or components which, adapted for a local context like Brisbane or Queensland, can better form the basis of a value ecology approach to the way a specific performing arts community works, adapts, changes, breaks down, or breaks through over time. Figure 1 – Performing Arts Sector Map (adapted from Cherbo et. al. 14) Here, the performing arts sector is understood in terms of core artistic workers, companies, a constellation of generic and sector specific support systems, and wider social contexts (Cherbo et al. 15). Together, the shift from “value chain” to “value ecology” that Hearn et al. advocate, and the constellation of ecology elements that Cherbo et al. emphasise, bring a more detailed, dynamic range of relations into play. These include “upstream” production infrastructure (education, suppliers, sponsors), “downstream” distribution infrastructure (venues, outlets, agents), and overall public infrastructure. As a framework for mapping “value ecology” this model offers a more nuanced perspective on production, distribution, and consumption elements in an ecology. It allows for analysis of impact of interventions in dozens of different areas, from dozens of perspectives, and thus provides a more detailed picture of players, relationships, and results to support both practice and policy making around practice. An Aus-e-Stage Value Ecology To provide the more detailed, dynamic image of local theatre culture that a value ecology approach demands—to show players, relations between players, and context in all their complexity—we use the Aus-e-Stage Mapping Service, an online application that maps data about artists, arts organisations, and audiences across cityscapes/landscapes. We use Aus-e-Stage with data drawn from three sources: the AusStage database of over 50,000 entries on Australian performing arts venues, productions, artists, and reviews; the Australian Bureau of Statistics (ABS) data on population; and the Local Government Area (LGA) maps the ABS uses to cluster populations. Figure 2 – Using AusStage Interface Figure 3 – AusStage data on theatre venues laid over ABS Local Government Area Map Figure 4 – Using Aus-e-Stage / AusStage to zoom in on Australia, Queensland, Brisbane and La Boite Theatre Company, and generate a list of productions, dates and details Aus-e-Stage produces not just single maps, but a sequential series of snapshots of production ecologies, which visually track who does what when, where, with whom, and for whom. Its sequences can show: The way artists, companies, venues, and audiences relate to each other;The way artists’ relationship to companies, venues, and audiences changes over time;The way “external stressors” changes such as policy, industrial, or population changes affect the elements, roles, and relationships in the ecology from that point forward. Though it can be used in combination with other data sources such as interviews, the advantage of AusStage data is that maps of moving ecologies of practice are based not on descriptions coloured by memory but clear, accurate program, preview, and review data. This allows it to show how factors in the environment—population, policy, infrastructure, or program shifts—effect the ecology, effect players in the ecology, and prompt players to adapt their type, level, or intensity of practice. It extends Baylis’s value chain into a full value ecology that shows the detail on how an ecology works, going beyond demands that government plug perceived gaps and moving towards data- and history- based decisions, ideas and innovation based on what works in Brisbane’s performing arts ecology. Our Aus-e-Stage mapping shows this approach can do a number of useful things. It can create sequences showing breaks, blockages, and absences in an individual or company’s effort to move from emerging to established (e.g. in a sudden burst of activity followed by nothing). It can create sequences showing an individual or company’s moves to other parts of Australia (e.g. to tour or to pursue more permanent work). It can show surprising spaces, relations, and sources of support artists use to further their career (e.g. use of an amateur theatre outside the city such as Brisbane Arts Theatre). It can capture data about venues, programs, or co-production networks that are more or less effective in opening up new opportunities for artists (e.g. moving small-scale experiments in Metro Arts’ “Independents” program to full scale independent productions in La Boite’s “Indie” program, its mainstage program, other mainstage programs, and beyond). It can link to program information, documentation, or commentary to compare anticipated and actual effects. It can lay the map dates and movements across significant policy, infrastructure, or production climate shifts. In the example below, for instance, Aus-e-Stage represents the tour of La Boite’s popular production of a new Australian work Zig Zag Street, based on the Brisbane-focused novel by Nick Earls about a single, twentysomething man’s struggles with life, love, and work. Figure 5 – Zig Zag Street Tour Map In the example below, Aus-e-Stage represents the movements not of a play but of a performer—in this case Christopher Sommers—who has been able to balance employment with new work incubator Metro Arts, mainstage and indie producer La Boite, and stage theatre company QTC with his role with independent theatre company 23rd Productions to create something more protean, more portfolio-based or boundary-less than a traditional linear career trajectory. Figure 6 – Christopher Sommers Network Map and Travel Map This value of this approach, and this technology, is clear. Which independents participate in La Boite Indie (or QTC’s “Studio” or “Greenroom” new work programs, or Metro’s emerging work programs, or others)? What benefits does it bring for artists, for independent companies, or for mainstage companies like La Boite? Is this a launching pad leading to ongoing, sustainable production practices? What do artists, audiences or others say about these launching pads in previews, programs, or reviews? Using Aus-e-Stage as part of a value ecology approach answers these questions. It provides a more detailed picture of what happens, what effect it has on local theatre ecology, and exactly which influences enabled this effect: precisely the data needed to generate informed debate, ideas, and decision making. Conclusion Our ecological approach provides images of a local performing arts ecology in action, drawing out filtered data on different players, relationships, and influencing factors, and thus extending examination of Brisbane’s and Queensland’s performing arts sector into useful new areas. It offers three main advances—first, it adopts a value ecology approach (Hearn et al.), second, it adapts this value ecology approach to include not just companies by all up- and down- stream players, supporters and infrastructure (Cherbo et. al.), and, thirdly, it uses the wealth of data available via Aus-e-Stage maps to fill out and filter images of local theatre ecology. It allows us to develop detailed, meaningful data to support discussion, debate, and development of ideas that is less likely to get bogged down in old, outdated, or inaccurate assumptions about how the sector works. Indeed, our data lends itself to additional analysis in a number of ways, from economic analysis of how shifts in policy influence productivity to sociological analysis of the way practitioners or practices acquire status and cultural capital (Bourdieu) in the field. Whilst descriptions offered here demonstrate the potential of this approach, this is by no means a finished exercise. Indeed, because this approach is about analysing how elements, roles, and relationships in an ecology shift over time, it is an ever-unfinished exercise. As Fortin and Dale argue, ecological studies of this sort are necessarily iterative, with each iteration providing new insights and raising further questions into processes and patterns (3). Given the number of local performing arts producers who have changed their practices significantly since Baylis’s Mapping Queensland Theatre report, and the fact that Baylis is producing a follow-up report, the next step will be to use this approach and the Aus-e-Stage technology that supports it to trace how ongoing shifts impact on Brisbane’s ambitions to become a cultural capital. This process is underway, and promises to open still more new perspectives by understanding anxieties about local theatre culture in terms of ecologies and exploring them cartographically. References Arts Queensland. Queensland Arts & Cultural Sector Plan 2010-2013. Brisbane: Arts Queensland, 2010. Australian Bureau of Statistics. “Population Projections, Australia, 2006 to 2101.” Canberra: ABS (2008). 20 June 2011 ‹http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/3222.0Main+Features12006%20to%202101?OpenDocument›. ——-. “Regional Population Growth, Australia, 2008-2009: Queensland.” Canberra: ABS (2010). 20 June 2011 ‹http://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/3218.0Main%20Features62008-09?opendocument&tabname=Summary&prodno=3218.0&issue=2008-09&num=&view=›. Baylis, John. Mapping Queensland Theatre. Brisbane: Arts Queensland, 2009. Bourdieu, Pierre. “The Forms of Capital.” Handbook of Theory and Research for the Sociology of Education. Ed. John G. Richardson. New York: Greenwood, 1986.241-58. Cherbo, Joni M., Harold Vogel, and Margaret Jane Wyszomirski. “Towards an Arts and Creative Sector.” Understanding the Arts and Creative Sector in the United States. Ed. Joni M. Cherbo, Ruth A. Stewart and Margaret J. Wyszomirski. New Brunswick: Rutgers University Press, 2008. 32-60. Costanza, Robert. “Toward an Operational Definition of Ecosystem Health”. Ecosystem Health: New Goals for Environmental Management. Eds. Robert Costanza, Bryan G. Norton and Benjamin D. Haskell. Washington: Island Press, 1992. 239-56. Cunningham, Stuart. “Keeping Artistic Tempers Balanced.” The Courier Mail, 4 August (2010). 20 June 2012 ‹http://www.couriermail.com.au/news/opinion/keeping-artistic-tempers-balanced/story-e6frerc6-1225901295328›. Gallasch, Keith. “The ABC and the Arts: The Arts Ecologically.” RealTime 61 (2004). 20 June 2011 ‹http://www.realtimearts.net/article/61/7436›. Gill, Raymond. “Is Brisbane Australia’s New Cultural Capital?” Sydney Morning Herald, 16 October (2010). 20 June 2011 ‹http://www.smh.com.au/entertainment/art-and-design/is-brisbane-australias-new-cultural-capital-20101015-16np5.html›. Fortin, Marie-Josée and Dale, Mark R.T. Spatial Analysis: A Guide for Ecologists. Cambridge: Cambridge University Press, 2005. Foy, Kate. “Is There Anything Right with the Theatre?” Groundling. 10 January (2010). 20 June 2011 ‹http://katefoy.com/2010/01/is-there-anything-right-with-the-theatre/›. Hearn, Gregory N., Simon C. Roodhouse, and Julie M. Blakey. ‘From Value Chain to Value Creating Ecology: Implications for Creative Industries Development Policy.’ International Journal of Cultural Policy 13 (2007). 20 June 2011 ‹http://eprints.qut.edu.au/15026/›. Hunt, Cathy and Phyllida Shaw. A Sustainable Arts Sector: What Will It Take? Strawberry Hills: Currency House, 2007. Knell, John. Theatre’s New Rules of Evolution. Available from Intelligence Agency, 2008. Office of Economic and Statistical Research. “Information Brief: Australian Demographic Statistics June Quarter 2009.” Canberra: OESR (2010). 20 June 2012 ‹http://www.oesr.qld.gov.au/queensland-by-theme/demography/briefs/aust-demographic-stats/aust-demographic-stats-200906.pdf›.

Introduction Eating is one of the most quintessential activities of human life. Because of this primacy, eating is, as food anthropologist Sidney Mintz has observed, “not merely a biological activity, but a vibrantly cultural activity as well” (48). This article posits that the current awareness of climate change in the Western world is animating such cultural activity as the Slow Food movement and is, as a result, stimulating what could be seen as an evolutionary change in popular foodways. Moreover, this paper suggests that, in line with modelling provided by the Slow Food example, an increased awareness of the connections of climate change to the social injustices of food production might better drive social change in such areas. This discussion begins by proposing that contemporary foodways—defined as “not only what is eaten by a particular group of people but also the variety of customs, beliefs and practices surrounding the production, preparation and presentation of food” (Davey 182)—are changing in the West in relation to current concerns about climate change. Such modification has a long history. Since long before the inception of modern Homo sapiens, natural climate change has been a crucial element driving hominidae evolution, both biologically and culturally in terms of social organisation and behaviours. Macroevolutionary theory suggests evolution can dramatically accelerate in response to rapid shifts in an organism’s environment, followed by slow to long periods of stasis once a new level of sustainability has been achieved (Gould and Eldredge). There is evidence that ancient climate change has also dramatically affected the rate and course of cultural evolution. Recent work suggests that the end of the last ice age drove the cultural innovation of animal and plant domestication in the Middle East (Zeder), not only due to warmer temperatures and increased rainfall, but also to a higher level of atmospheric carbon dioxide which made agriculture increasingly viable (McCorriston and Hole, cited in Zeder). Megadroughts during the Paleolithic might well have been stimulating factors behind the migration of hominid populations out of Africa and across Asia (Scholz et al). Thus, it is hardly surprising that modern anthropogenically induced global warming—in all its’ climate altering manifestations—may be driving a new wave of cultural change and even evolution in the West as we seek a sustainable homeostatic equilibrium with the environment of the future. In 1962, Rachel Carson’s Silent Spring exposed some of the threats that modern industrial agriculture poses to environmental sustainability. This prompted a public debate from which the modern environmental movement arose and, with it, an expanding awareness and attendant anxiety about the safety and nutritional quality of contemporary foods, especially those that are grown with chemical pesticides and fertilizers and/or are highly processed. This environmental consciousness led to some modification in eating habits, manifest by some embracing wholefood and vegetarian dietary regimes (or elements of them). Most recently, a widespread awareness of climate change has forced rapid change in contemporary Western foodways, while in other climate related areas of socio-political and economic significance such as energy production and usage, there is little evidence of real acceleration of change. Ongoing research into the effects of this expanding environmental consciousness continues in various disciplinary contexts such as geography (Eshel and Martin) and health (McMichael et al). In food studies, Vileisis has proposed that the 1970s environmental movement’s challenge to the polluting practices of industrial agri-food production, concurrent with the women’s movement (asserting women’s right to know about everything, including food production), has led to both cooks and eaters becoming increasingly knowledgeable about the links between agricultural production and consumer and environmental health, as well as the various social justice issues involved. As a direct result of such awareness, alternatives to the industrialised, global food system are now emerging (Kloppenberg et al.). The Slow Food (R)evolution The tenets of the Slow Food movement, now some two decades old, are today synergetic with the growing consternation about climate change. In 1983, Carlo Petrini formed the Italian non-profit food and wine association Arcigola and, in 1986, founded Slow Food as a response to the opening of a McDonalds in Rome. From these humble beginnings, which were then unashamedly positing a return to the food systems of the past, Slow Food has grown into a global organisation that has much more future focused objectives animating its challenges to the socio-cultural and environmental costs of industrial food. Slow Food does have some elements that could be classed as reactionary and, therefore, the opposite of evolutionary. In response to the increasing homogenisation of culinary habits around the world, for instance, Slow Food’s Foundation for Biodiversity has established the Ark of Taste, which expands upon the idea of a seed bank to preserve not only varieties of food but also local and artisanal culinary traditions. In this, the Ark aims to save foods and food products “threatened by industrial standardization, hygiene laws, the regulations of large-scale distribution and environmental damage” (SFFB). Slow Food International’s overarching goals and activities, however, extend far beyond the preservation of past foodways, extending to the sponsoring of events and activities that are attempting to create new cuisine narratives for contemporary consumers who have an appetite for such innovation. Such events as the Salone del Gusto (Salon of Taste) and Terra Madre (Mother Earth) held in Turin every two years, for example, while celebrating culinary traditions, also focus on contemporary artisanal foods and sustainable food production processes that incorporate the most current of agricultural knowledge and new technologies into this production. Attendees at these events are also driven by both an interest in tradition, and their own very current concerns with health, personal satisfaction and environmental sustainability, to change their consumer behavior through an expanded self-awareness of the consequences of their individual lifestyle choices. Such events have, in turn, inspired such events in other locations, moving Slow Food from local to global relevance, and affecting the intellectual evolution of foodway cultures far beyond its headquarters in Bra in Northern Italy. This includes in the developing world, where millions of farmers continue to follow many traditional agricultural practices by necessity. Slow Food Movement’s forward-looking values are codified in the International Commission on the Future of Food and Agriculture 2006 publication, Manifesto on the Future of Food. This calls for changes to the World Trade Organisation’s rules that promote the globalisation of agri-food production as a direct response to the “climate change [which] threatens to undermine the entire natural basis of ecologically benign agriculture and food preparation, bringing the likelihood of catastrophic outcomes in the near future” (ICFFA 8). It does not call, however, for a complete return to past methods. To further such foodway awareness and evolution, Petrini founded the University of Gastronomic Sciences at Slow Food’s headquarters in 2004. The university offers programs that are analogous with the Slow Food’s overall aim of forging sustainable partnerships between the best of old and new practice: to, in the organisation’s own words, “maintain an organic relationship between gastronomy and agricultural science” (UNISG). In 2004, Slow Food had over sixty thousand members in forty-five countries (Paxson 15), with major events now held each year in many of these countries and membership continuing to grow apace. One of the frequently cited successes of the Slow Food movement is in relation to the tomato. Until recently, supermarkets stocked only a few mass-produced hybrids. These cultivars were bred for their disease resistance, ease of handling, tolerance to artificial ripening techniques, and display consistency, rather than any culinary values such as taste, aroma, texture or variety. In contrast, the vine ripened, ‘farmer’s market’ tomato has become the symbol of an “eco-gastronomically” sustainable, local and humanistic system of food production (Jordan) which melds the best of the past practice with the most up-to-date knowledge regarding such farming matters as water conservation. Although the term ‘heirloom’ is widely used in relation to these tomatoes, there is a distinctively contemporary edge to the way they are produced and consumed (Jordan), and they are, along with other organic and local produce, increasingly available in even the largest supermarket chains. Instead of a wholesale embrace of the past, it is the connection to, and the maintenance of that connection with, the processes of production and, hence, to the environment as a whole, which is the animating premise of the Slow Food movement. ‘Slow’ thus creates a gestalt in which individuals integrate their lifestyles with all levels of the food production cycle and, hence to the environment and, importantly, the inherently related social justice issues. ‘Slow’ approaches emphasise how the accelerated pace of contemporary life has weakened these connections, while offering a path to the restoration of a sense of connectivity to the full cycle of life and its relation to place, nature and climate. In this, the Slow path demands that every consumer takes responsibility for all components of his/her existence—a responsibility that includes becoming cognisant of the full story behind each of the products that are consumed in that life. The Slow movement is not, however, a regime of abstention or self-denial. Instead, the changes in lifestyle necessary to support responsible sustainability, and the sensual and aesthetic pleasure inherent in such a lifestyle, exist in a mutually reinforcing relationship (Pietrykowski 2004). This positive feedback loop enhances the potential for promoting real and long-term evolution in social and cultural behaviour. Indeed, the Slow zeitgeist now informs many areas of contemporary culture, with Slow Travel, Homes, Design, Management, Leadership and Education, and even Slow Email, Exercise, Shopping and Sex attracting adherents. Mainstreaming Concern with Ethical Food Production The role of the media in “forming our consciousness—what we think, how we think, and what we think about” (Cunningham and Turner 12)—is self-evident. It is, therefore, revealing in relation to the above outlined changes that even the most functional cookbooks and cookery magazines (those dedicated to practical information such as recipes and instructional technique) in Western countries such as the USA, UK and Australian are increasingly reflecting and promoting an awareness of ethical food production as part of this cultural change in food habits. While such texts have largely been considered as useful but socio-politically relatively banal publications, they are beginning to be recognised as a valid source of historical and cultural information (Nussel). Cookbooks and cookery magazines commonly include discussion of a surprising range of issues around food production and consumption including sustainable and ethical agricultural methods, biodiversity, genetic modification and food miles. In this context, they indicate how rapidly the recent evolution of foodways has been absorbed into mainstream practice. Much of such food related media content is, at the same time, closely identified with celebrity mass marketing and embodied in the television chef with his or her range of branded products including their syndicated articles and cookbooks. This commercial symbiosis makes each such cuisine-related article in a food or women’s magazine or cookbook, in essence, an advertorial for a celebrity chef and their named products. Yet, at the same time, a number of these mass media food celebrities are raising public discussion that is leading to consequent action around important issues linked to climate change, social justice and the environment. An example is Jamie Oliver’s efforts to influence public behaviour and government policy, a number of which have gained considerable traction. Oliver’s 2004 exposure of the poor quality of school lunches in Britain (see Jamie’s School Dinners), for instance, caused public outrage and pressured the British government to commit considerable extra funding to these programs. A recent study by Essex University has, moreover, found that the academic performance of 11-year-old pupils eating Oliver’s meals improved, while absenteeism fell by 15 per cent (Khan). Oliver’s exposé of the conditions of battery raised hens in 2007 and 2008 (see Fowl Dinners) resulted in increased sales of free-range poultry, decreased sales of factory-farmed chickens across the UK, and complaints that free-range chicken sales were limited by supply. Oliver encouraged viewers to lobby their local councils, and as a result, a number banned battery hen eggs from schools, care homes, town halls and workplace cafeterias (see, for example, LDP). The popular penetration of these ideas needs to be understood in a historical context where industrialised poultry farming has been an issue in Britain since at least 1848 when it was one of the contributing factors to the establishment of the RSPCA (Freeman). A century after Upton Sinclair’s The Jungle (published in 1906) exposed the realities of the slaughterhouse, and several decades since Peter Singer’s landmark Animal Liberation (1975) and Tom Regan’s The Case for Animal Rights (1983) posited the immorality of the mistreatment of animals in food production, it could be suggested that Al Gore’s film An Inconvenient Truth (released in 2006) added considerably to the recent concern regarding the ethics of industrial agriculture. Consciousness-raising bestselling books such as Jim Mason and Peter Singer’s The Ethics of What We Eat and Michael Pollan’s The Omnivore’s Dilemma (both published in 2006), do indeed ‘close the loop’ in this way in their discussions, by concluding that intensive food production methods used since the 1950s are not only inhumane and damage public health, but are also damaging an environment under pressure from climate change. In comparison, the use of forced labour and human trafficking in food production has attracted far less mainstream media, celebrity or public attention. It could be posited that this is, in part, because no direct relationship to the environment and climate change and, therefore, direct link to our own existence in the West, has been popularised. Kevin Bales, who has been described as a modern abolitionist, estimates that there are currently more than 27 million people living in conditions of slavery and exploitation against their wills—twice as many as during the 350-year long trans-Atlantic slave trade. Bales also chillingly reveals that, worldwide, the number of slaves is increasing, with contemporary individuals so inexpensive to purchase in relation to the value of their production that they are disposable once the slaveholder has used them. Alongside sex slavery, many other prevalent examples of contemporary slavery are concerned with food production (Weissbrodt et al; Miers). Bales and Soodalter, for example, describe how across Asia and Africa, adults and children are enslaved to catch and process fish and shellfish for both human consumption and cat food. Other campaigners have similarly exposed how the cocoa in chocolate is largely produced by child slave labour on the Ivory Coast (Chalke; Off), and how considerable amounts of exported sugar, cereals and other crops are slave-produced in certain countries. In 2003, some 32 per cent of US shoppers identified themselves as LOHAS “lifestyles of health and sustainability” consumers, who were, they said, willing to spend more for products that reflected not only ecological, but also social justice responsibility (McLaughlin). Research also confirms that “the pursuit of social objectives … can in fact furnish an organization with the competitive resources to develop effective marketing strategies”, with Doherty and Meehan showing how “social and ethical credibility” are now viable bases of differentiation and competitive positioning in mainstream consumer markets (311, 303). In line with this recognition, Fair Trade Certified goods are now available in British, European, US and, to a lesser extent, Australian supermarkets, and a number of global chains including Dunkin’ Donuts, McDonalds, Starbucks and Virgin airlines utilise Fair Trade coffee and teas in all, or parts of, their operations. Fair Trade Certification indicates that farmers receive a higher than commodity price for their products, workers have the right to organise, men and women receive equal wages, and no child labour is utilised in the production process (McLaughlin). Yet, despite some Western consumers reporting such issues having an impact upon their purchasing decisions, social justice has not become a significant issue of concern for most. The popular cookery publications discussed above devote little space to Fair Trade product marketing, much of which is confined to supermarket-produced adverzines promoting the Fair Trade products they stock, and international celebrity chefs have yet to focus attention on this issue. In Australia, discussion of contemporary slavery in the press is sparse, having surfaced in 2000-2001, prompted by UNICEF campaigns against child labour, and in 2007 and 2008 with the visit of a series of high profile anti-slavery campaigners (including Bales) to the region. The public awareness of food produced by forced labour and the troubling issue of human enslavement in general is still far below the level that climate change and ecological issues have achieved thus far in driving foodway evolution. This may change, however, if a ‘Slow’-inflected connection can be made between Western lifestyles and the plight of peoples hidden from our daily existence, but contributing daily to them. Concluding Remarks At this time of accelerating techno-cultural evolution, due in part to the pressures of climate change, it is the creative potential that human conscious awareness brings to bear on these challenges that is most valuable. Today, as in the caves at Lascaux, humanity is evolving new images and narratives to provide rational solutions to emergent challenges. As an example of this, new foodways and ways of thinking about them are beginning to evolve in response to the perceived problems of climate change. The current conscious transformation of food habits by some in the West might be, therefore, in James Lovelock’s terms, a moment of “revolutionary punctuation” (178), whereby rapid cultural adaption is being induced by the growing public awareness of impending crisis. It remains to be seen whether other urgent human problems can be similarly and creatively embraced, and whether this trend can spread to offer global solutions to them. References An Inconvenient Truth. 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(Hans Medick, Göttingen) Zurbuchen, Simone (Hrsg.), The Law of Nations and Natural Law 1625 – 1800 (Early Modern Natural Law, 1), Leiden / Boston 2019, Brill, X u. 337 S., € 131,00. (Miloš Vec, Wien) Mishra, Rupali, A Business of State. Commerce, Politics, and the Birth of the East India Company (Harvard Historical Studies, 188), Cambridge / London 2018, Harvard University Press, VII u. 412 S., $ 35,00. (Christina Brauner, Tübingen) Towsey, Mark / Kyle B. Roberts (Hrsg.), Before the Public Library. Reading, Community, and Identity in the Atlantic World, 1650 – 1850 (Library of the Written Word, 61; The Handpress World, 46), Leiden / Boston 2018, Brill, XVII u. 415 S., € 145,00. (Stefan Hanß, Manchester) Rosenmüller, Christoph, Corruption and Justice in Colonial Mexico, 1650 – 1755 (Cambridge Latin America Studies, 113), Cambridge / New York 2019, Cambridge University Press, XV u. 341 S. / Abb., £ 75,00. (Tobias Schenk, Wien) Tricoire, Damien, Der koloniale Traum. Imperiales Wissen und die französisch-madagassischen Begegnungen im Zeitalter der Aufklärung (Externa, 13), Köln / Weimar / Wien 2018, Böhlau, 408 S. / Abb., € 65,00. (Tobias Winnerling, Düsseldorf) Zabel, Christine, Polis und Politesse. Der Diskurs über das antike Athen in England und Frankreich, 1630 – 1760 (Ancien Régime, Aufklärung und Revolution, 41), Berlin / Boston 2016, de Gruyter Oldenbourg, X u. 377 S. / Abb., € 59,95. (Wilfried Nippel, Berlin) Velema, Wyger / Arthur Weststeijn (Hrsg.), Ancient Models in the Early Modern Republican Imagination (Metaforms, 12), Leiden / Boston 2018, Brill, XI u. 340 S., € 127,00. (Wilfried Nippel, Berlin) Hitchcock, David, Vagrancy in English Culture and Society, 1650 – 1750 (Cultures of Early Modern Europe), London / New York 2018, Bloomsbury Academic, X u. 236 S. / Abb., £ 28,99. (Ulrich Niggemann, Augsburg) Boswell, Caroline, Disaffection and Everyday Life in Interregnum England (Studies in Early Modern Cultural, Political and Social History, 29), Woodbridge 2017, The Boydell Press, XII u. 285 S., £ 65,00. (Philip Hahn, Tübingen) Kinsella, Eoin, Catholic Survival in Protestant Ireland, 1660 – 1711. Colonel John Browne, Landownership and the Articles of Limerick (Irish Historical Monographs), Woodbridge 2018, The Boydell Press, XVI u. 324 S. / Abb., £ 75,00. (Matthias Bähr, Dresden) Mansel, Philip, King of the World. The Life of Louis XIV, [London] 2019, Allen Lane, XIII u. 604 S. / Abb., £ 30,00. (William D. Godsey, Wien) Gräf, Holger Th. / Christoph Kampmann / Bernd Küster (Hrsg.), Landgraf Carl (1654 – 1730). Fürstliches Planen und Handeln zwischen Innovation und Tradition (Veröffentlichungen der Historischen Kommission für Hessen, 87), Marburg 2017, Historische Kommission für Hessen, XIII u. 415 S. / Abb., € 29,00. (Alexander Schunka, Berlin) Schriften zur Reise Herzog Friedrichs von Sachsen-Gotha nach Frankreich und Italien 1667 und 1668. Eine Edition, 3 Bde., Bd. 1: Reiseberichte; Bd. 2: Planung, Landeskunde, Rechnungen; Bd. 3: Briefe, hrsg. v. Peter-Michael Hahn / Holger Kürbis (Schriften des Staatsarchivs Gotha, 14.1 – 3), Wien / Köln / Weimar 2019, Böhlau, XLVI u. 546 S. / Abb.; 660 S.; 374 S., € 200,00. (Michael Kaiser, Köln) Mulsow, Martin, Radikale Frühaufklärung in Deutschland 1680 – 1720, Bd. 1: Moderne aus dem Untergrund; Bd. 2: Clandestine Vernunft, Göttingen 2018, Wallstein, 502 bzw. 624 S. / Abb., € 59,90. (Helmut Zedelmaier, München) Göse, Frank / Jürgen Kloosterhuis (Hrsg.), Mehr als nur Soldatenkönig. Neue Schlaglichter auf Lebenswelt und Regierungswerk Friedrich Wilhelms I. (Veröffentlichungen aus den Archiven Preußischer Kulturbesitz. Forschungen, 18), Berlin 2020, Duncker &amp; Humblot, 398 S. / Abb., € 89,90. (Barbara Stollberg-Rilinger, Berlin/Münster) Füssel, Marian, Der Preis des Ruhms. Eine Weltgeschichte des Siebenjährigen Krieges. 1756 – 1763, München 2019, Beck, 656 S. / Abb., € 32,00. (Florian Schönfuß, Oxford) Flügel, Wolfgang, Pastoren aus Halle und ihre Gemeinden in Pennsylvania 1742 – 1820. Deutsche Lutheraner zwischen Persistenz und Assimilation (Hallische Beiträge zur Geschichte des Mittelalters und der Frühen Neuzeit, 14), Berlin / Boston 2019, de Gruyter, 480 S. / Abb., € 99,95. (Marianne Taatz-Jacobi, Halle a. d. S.) Braun, Christine, Die Entstehung des Mythos vom Soldatenhandel 1776 – 1813. Europäische Öffentlichkeit und der „hessische Soldatenverkauf“ nach Amerika am Ende des 18. Jahrhunderts (Quellen und Forschungen zur hessischen Geschichte, 178), Darmstadt / Marburg 2018, Selbstverlag der Historischen Kommission Darmstadt und der Historischen Kommission für Hessen, 296 S., € 28,00. (Stefan Kroll, Rostock) Die Tagebücher des Ludwig Freiherrn Vincke 1789 – 1844, (Heinz Duchhardt, Mainz) Bd. 7: 1813 – 1818, bearb. v. Ludger Graf von Westphalen (Veröffentlichungen des Vereins für Geschichte und Altertumskunde Westfalens, Abteilung Münster, 7; Veröffentlichungen der Historischen Kommission für Westfalen. Neue Folge, 58; Veröffentlichungen des Landesarchivs Nordrhein-Westfalen, 76), Münster 2019, Aschendorff, 777 S. / Abb., € 86,00. (Heinz Duchhardt, Mainz) Bd. 8: 1819 – 1824, bearb. v. Hans-Joachim Behr (Veröffentlichungen des Vereins für Geschichte und Altertumskunde Westfalens, Abteilung Münster, 8; Veröffentlichungen der Historischen Kommission für Westfalen. Neue Folge, 22; Veröffentlichungen des Landesarchivs Nordrhein-Westfalen, 48), Münster 2015, Aschendorff, 632 S. / Abb., € 79,00. (Heinz Duchhardt, Mainz) Bd. 9: 1825 – 1829, bearb. v. Hans-Joachim Behr (Veröffentlichungen des Vereins für Geschichte und Altertumskunde Westfalens, Abteilung Münster, 9; Veröffentlichungen der Historischen Kommission für Westfalen. Neue Folge, 23; Veröffentlichungen des Landesarchivs Nordrhein-Westfalen, 49), Münster 2015, Aschendorff, 508 S. / Abb., € 72,00. (Heinz Duchhardt, Mainz) Bd. 11: 1840 – 1844, bearb. v. Hans-Joachim Behr / Christine Schedensack (Veröffentlichungen des Vereins für Geschichte und Altertumskunde Westfalens, Abteilung Münster, 11; Veröffentlichungen der Historischen Kommission für Westfalen. Neue Folge, 55; Veröffentlichungen des Landesarchivs Nordrhein-Westfalen, 74), Münster 2019, Aschendorff, 516 S. / Abb., € 74,00. (Heinz Duchhardt, Mainz)

Photo by Sean Pollock on Unsplash ABSTRACT Bioethics and Corporate Social Responsibility (CSR) were born out of similar concerns, such as the reaction to scandal and the restraint of irresponsible actions by individuals and organizations. However, these fields of knowledge are seldom explored together. This article attempts to explain the motives behind the gap between bioethics and CSR, while arguing that their shared agenda – combined with their contrasting principles and goals – suggests there is potential for fruitful dialogue that enables the actualization of bioethical agendas and provides a direction for CSR in health-related organizations. INTRODUCTION Bioethics and Corporate Social Responsibility (CSR) seem to be cut from the same cloth: the concern for human rights and the response to scandal. Both are tools for the governance of organizations, shaping how power flows and decisions are made. They have taken the shape of specialized committees, means of stakeholder inclusion at deliberative forums, compliance programs, and internal processes. It should be surprising, then, that these two fields of study and practice have developed separately, only recently re-approaching one another. There have been displays of this reconnection both in academic and corporate spaces, with bioethics surfacing as part of the discourse of CSR and compliance initiatives. However, this is still a relatively timid effort. Even though the bioethics-CSR divide presents mostly reasonable explanations for this difficult relationship between the disciplines, current proposals suggest there is much to be gained from a stronger relationship between them. This article explores the common history of bioethics and corporate social responsibility and identifies their common features and differences. It then explores the dispute of jurisdictions due to professional and academic “pedigree” and incompatibilities in the ideological and teleological spheres as possible causes for the divide. The discussion turns to paths for improving the reflexivity of both disciplines and, therefore, their openness to mutual contributions. I. Cut Out of the Same Cloth The earliest record of the word “bioethics” dates back to 1927 as a term that designates one’s ethical responsibility toward not only human beings but other lifeforms as well, such as animals and plants.[1] Based on Kantian ethics, the term was coined as a response to the great prestige science held at its time. It remained largely forgotten until the 1970s, when it resurfaced in the United States[2] as the body of knowledge that can be employed to ensure the responsible pursuit and application of science. The resurgence was prompted by a response to widespread irresponsible attitudes toward science and grounded in a pluralistic perspective of morality.[3] In the second half of the twentieth century, states and the international community assumed the duty to protect human rights, and bioethics became a venue for discussing rights.[4] There is both a semantic gap and a contextual gap between these two iterations, with some of them already being established. Corporate social responsibility is often attributed to the Berle-Dodd debate. The discussion was characterized by diverging views on the extent of the responsibility of managers.[5] It was later settled as positioning the company, especially the large firm, as an entity whose existence is fomented by the law due to its service to the community. The concept has evolved with time, departing from a largely philanthropic meaning to being ingrained in nearly every aspect of a company’s operations. This includes investments, entrepreneurship models, and its relationship to stakeholders, leading to an increasing operationalization and globalization of the concept.[6] At first sight, these two movements seem to stem from different contexts. Despite the difference, it is also possible to tell a joint history of bioethics and CSR, with their point of contact being a generalized concern with technological and social changes that surfaced in the sixties. The publishing of Silent Spring in 1962 by Rachel Carson exemplifies this growing concern over the sustainability of the ruling economic growth model of its time by commenting on the effects of large-scale agriculture and the use of pesticides in the population of bees, one of the most relevant pollinators of crops consumed by humans. The book influenced both the author responsible for the coining bioethics in the 1971[7] and early CSR literature.[8] By initiating a debate over the sustainability of economic models, the environmentalist discourse became a precursor to vigorous social movements for civil rights. Bioethics was part of the trend as it would be carried forward by movements such as feminism and the patients’ rights movement.[9] Bioethics would gradually move from a public discourse centered around the responsible use of science and technology to academic and government spaces.[10] This evolution led to an increasing emphasis on intellectual rigor and governance. The transformation would unravel the effort to take effective action against scandal and turn bioethical discourse into governance practices,[11] such as bioethics and research ethics committees. The publication of the Belmont Report[12] in the aftermath of the Tuskegee Syphilis Experiment, as well as the creation of committees such as the “God Committee,”[13] which aimed to develop and enforce criteria for allocating scarce dialysis machines, exemplify this shift. On the side of CSR, this period represents, at first, a stronger pact between businesses and society due to more stringent environmental and consumer regulations. But afterward, a joint trend emerged: on one side, the deregulation within the context of neoliberalism, and on the other, the operationalization of corporate social responsibility as a response to societal concerns.[14] The 1990s saw both opportunities and crises that derived from globalization. In the political arena, the end of the Cold War led to an impasse in the discourse concerning human rights,[15] which previously had been split between the defense of civil and political rights on one side and social rights on the other. But at the same time, agendas that were previously restricted territorially became institutionalized on a global scale.[16] Events such as the European Environment Agency (1990), ECO92 in Rio de Janeiro (1992), and the UN Global Compact (2000) are some examples of the globalization of CSR. This process of institutionalization would also mirror a crisis in CSR, given that its voluntarist core would be deemed lackluster due to the lack of corporate accountability. The business and human rights movement sought to produce new binding instruments – usually state-based – that could ensure that businesses would comply with their duties to respect human rights.[17] This rule-creation process has been called legalization: a shift from business standards to norms of varying degrees of obligation, precision, and delegation.[18] Bioethics has also experienced its own renewed identity in the developed world, perhaps because of its reconnection to public and global health. Global health has been the object of study for centuries under other labels (e.g., the use of tropical medicine to assist colonial expeditions) but it resurfaced in the political agenda recently after the pandemics of AIDS and respiratory diseases.[19] Bioethics has been accused from the inside of ignoring matters beyond the patient-provider relationship,[20] including those related to public health and/or governance. Meanwhile, scholars claimed the need to expand the discourse to global health.[21] In some countries, bioethics developed a tight relationship with public health, such as Brazil,[22] due to its connections to the sanitary reform movement. The United Kingdom has also followed a different path, prioritizing governance practices and the use of pre-established institutions in a more community-oriented approach.[23] The Universal Declaration on Bioethics and Rights followed this shift toward a social dimension of bioethics despite being subject to criticism due to its human rights-based approach in a field characterized by ethical pluralism.[24] This scenario suggests bioethics and CSR have developed out of similar concerns: the protection of human rights and concerns over responsible development – be it economic, scientific, or technological. However, the interaction between these two fields (as well as business and human rights) is fairly recent both in academic and business settings. There might be a divide between these fields and their practitioners. II. A Tale of Jurisdictions It can be argued that CSR and business and human rights did not face jurisdictional disputes. These fields owe much of their longevity to their roots in institutional economics, whose debates, such as the Berle-Dodd debate, were based on interdisciplinary dialogue and the abandonment of sectorial divisions and public-private dichotomies.[25] There was opposition to this approach to the role of companies in society that could have implications for CSR’s interdisciplinarity, such as the understanding that corporate activities should be restricted to profit maximization.[26] Yet, those were often oppositions to CSR or business and human rights themselves. The birth of bioethics in the USA can be traced back to jurisdictional disputes over the realm of medicine and life sciences.[27] The dispute unfolded between representatives of science and those of “society’s conscience,” whether through bioethics as a form of applied ethics or other areas of knowledge such as theology.[28] Amid the civil rights movements, outsiders would gain access to the social sphere of medicine, simultaneously bringing it to the public debate and emphasizing the decision-making process as the center of the medical practice.[29] This led to the emergence of the bioethicist as a professional whose background in philosophy, theology, or social sciences deemed the bioethicist qualified to speak on behalf of the social consciousness. In other locations this interaction would play out differently: whether as an investigation of philosophically implied issues, a communal effort with professional institutions to enhance decision-making capability, or a concern with access to healthcare.[30] In these situations, the emergence and regulation of bioethics would be way less rooted in disputes over jurisdictions. This contentious birth of bioethics would have several implications, most related to where the bioethicist belongs. After the civil rights movements subsided, bioethics moved from the public sphere into an ivory tower: intellectual, secular, and isolated. The scope of the bioethicist would be increasingly limited to the spaces of academia and hospitals, where it would be narrowed to the clinical environment.[31] This would become the comfort zone of professionals, much to the detriment of social concerns. This scenario was convenient to social groups that sought to affirm their protagonism in the public arena, with conservative and progressive movements alike questioning the legitimacy of bioethics in the political discourse.[32] Even within the walls of hospitals and clinics, bioethics would not be excused from criticism. Afterall, the work of bioethicists is often unregulated and lacks the same kind of accountability that doctors and lawyers have. Then, is there a role to be played by the bioethicist? This trend of isolation leads to a plausible explanation for why bioethics did not develop an extensive collaboration with corporate social responsibility nor with business and human rights. Despite stemming from similar agendas, bioethics’ orientation towards the private sphere resulted in a limited perspective on the broader implications of its decisions. This existential crisis of the discipline led to a re-evaluation of its nature and purpose. Its relevance has been reaffirmed due to the epistemic advantage of philosophy when engaging normative issues. Proper training enables the bioethicist to avoid falling into traps of subjectivism or moralism, which are unable to address the complexity of decision-making. It also prevents the naïve seduction of “scientifying” ethics.[33] This is the starting point of a multitude of roles that can be attributed to the bioethicists. There are three main responsibilities that fall under bioethics: (i) activism in biopolicy, through the engagement in the creation of laws, jurisprudence, and public policies; (ii) the exercise of bioethics expertise, be it through the specialized knowledge in philosophical thought, its ability to juggle multiple languages related to various disciplines related to bioethics, or its capacity to combat and avoid misinformation and epistemic distortion; (iii) and, intellectual exchange, by exercising awareness that it is necessary to work with specialists from different backgrounds to achieve its goals.[34] All of those suggest the need for bioethics to improve its dialogue with CSR and business and human rights. Both CSR and business and human rights have been the arena of political disputes over the role of regulations and corporations themselves, and the absence of strong stances by bioethicists risks deepening their exclusion from the public arena. Furthermore, CSR and business and human rights are at the forefront of contemporary issues, such as the limits to sustainable development and appropriate governance structures, which may lead to the acceptance of values and accomplishment of goals cherished by bioethics. However, a gap in identifying the role and nature of bioethics and CSR may also be an obstacle for bridging the chasm between bioethics and CSR. III. From Substance to Form: Philosophical Groundings of CSR and Bioethics As mentioned earlier, CSR is, to some extent, a byproduct of institutionalism. Institutional economics has a philosophical footprint in the pragmatic tradition[35], which has implications for the purpose of the movement and the typical course of the debate. The effectiveness of regulatory measures is often at the center of CSR and business and human rights debates: whatever the regulatory proposal may be, compliance, feasibility, and effectiveness are the kernel of the discussion. The axiological foundation is often the protection of human rights. But discussions over the prioritization of some human rights over others or the specific characteristics of the community to be protected are often neglected.[36] It is worth reinforcing that adopting human rights as an ethical standard presents problems to bioethics, given its grounding in the recognition of ethical pluralism. Pragmatism adopts an anti-essentialist view, arguing that concepts derive from their practical consequences instead of aprioristic elements.[37] Therefore, truth is transitory and context dependent. Pragmatism embraces a form of moral relativism and may find itself in an impasse in the context of political economy and policymaking due to its tendency to be stuck between the preservation of the status quo and the defense of a technocratic perspective, which sees technical and scientific progress as the solution to many of society’s issues.[38] These characteristics mean that bioethics has a complicated relationship with pragmatism. Indeed, there are connections between pragmatism and the bioethics discourse. Both can be traced back to American naturalism.[39] The early effort in bioethics to make it ecumenical, thus building on a common but transitory morality,[40] sounds pragmatic. Therefore, scholars suggest that bioethics should rely on pragmatism's perks and characteristics to develop solutions to new ethical challenges that emerge from scientific and technological progress. Nonetheless, ethical relativism is a problem for bioethics when it bleeds from a metaethical level into the subject matters themselves. After all, the whole point of bioethics is either descriptive, where it seeks to understand social values and conditions that pertain to its scope, or normative, where it investigates what should be done in matters related to medicine, life sciences, and social and technological change. It is a “knowledge of how to use knowledge.” Therefore, bioethics is a product of disillusionment regarding science and technology's capacity to produce exclusively good consequences. It was built around an opposition to ethical relativism—even though the field is aware of the particularity of its answers. This is true not only for the scholarly arena, where the objective is to produce ethically sound answers but also for bioethics governance, where relativism may induce decision paralysis or open the way to points of view disconnected from facts.[41] But there might be a point for more pragmatic bioethics. Bioethics has become an increasingly public enterprise which seeks political persuasion and impact in the regulatory sphere. When bioethics is seen as an enterprise, achieving social transformation is its main goal. In this sense, pragmatism can provide critical tools to identify idiosyncrasies in regulation that prove change is needed. An example of how this may play out is the abortion rights movement in the global south.[42] Despite barriers to accessing safe abortion, this movement came up with creative solutions and a public discourse focused on the consequences of its criminalization rather than its moral aspects. IV. Bridging the Divide: Connections Between Bioethics and CSR There have been attempts to bring bioethics and CSR closer to each other. Corporate responsibility can be a supplementary strategy for achieving the goals of bioethics. The International Bioethics Committee (IBC), an institution of the United Nations Educational, Scientific and Cultural Organization (UNESCO), highlights the concept that social responsibility regarding health falls under the provisions of the Universal Declaration on Bioethics and Human Rights (UDBHR). It is a means of achieving good health (complete physical, mental, and social well-being) through social development.[43] Thus, it plays out as a condition for actualizing the goals dear to bioethics and general ethical standards,[44] such as autonomy and awareness of the social consequences of an organization’s governance. On this same note, CSR is a complementary resource for healthcare organizations that already have embedded bioethics into their operations[45] as a way of looking at the social impact of their practices. And bioethics is also an asset of CSR. Bioethics can inform the necessary conditions for healthcare institutions achieving a positive social impact. When taken at face value, bioethics may offer guidelines for ethical and socially responsible behavior in the industry, instructing how these should play out in a particular context such as in research, and access to health.[46] When considering the relevance of rewarding mechanisms,[47] bioethics can guide the establishment of certification measures to restore lost trust in the pharmaceutical sector.[48] Furthermore, recognizing that the choice is a more complex matter than the maximization of utility can offer a nuanced perspective on how organizations dealing with existentially relevant choices understand their stakeholders.[49] However, all of those proposals might come with the challenge of proving that something can be gained from its addition to self-regulatory practices[50] within the scope of a dominant rights-based approach to CSR and global and corporate law. It is evident that there is room for further collaboration between bioethics and CSR. Embedding either into the corporate governance practices of an organization tends to be connected to promoting the other.[51] While there are some incompatibilities, organizations should try to overcome them and take advantage of the synergies and similarities. CONCLUSION Despite their common interests and shared history, bioethics and corporate social responsibility have not produced a mature exchange. Jurisdictional issues and foundational incompatibilities have prevented a joint effort to establish a model of social responsibility that addresses issues particular to the healthcare sector. Both bioethics and CSR should acknowledge that they hold two different pieces of a cognitive competence necessary for that task: CSR offers experience on how to turn corporate ethical obligations operational, while bioethics provides access to the prevailing practical and philosophical problem-solving tools in healthcare that were born out of social movements. Reconciling bioethics and CSR calls for greater efforts to comprehend and incorporate the social knowledge developed by each field reflexively[52] while understanding their insights are relevant to achieving some common goals. - [1]. Fritz Jahr, “Bio-Ethik: Eine Umschau Über Die Ethischen Beziehungen Des Menschen Zu Tier Und Pflanze,” Kosmos - Handweiser Für Naturfreunde 24 (1927): 2–4. [2]. Van Rensselaer Potter, “Bioethics, the Science of Survival,” Perspectives in Biology and Medicine 14, no. 1 (1970): 127–53, https://doi.org/10.1353/pbm.1970.0015. [3]. Maximilian Schochow and Jonas Grygier, eds., “Tagungsbericht: 1927 – Die Geburt der Bioethik in Halle (Saale) durch den protestantischen Theologen Fritz Jahr (1895-1953),” Jahrbuch für Recht und Ethik / Annual Review of Law and Ethics 21 (June 11, 2014): 325–29, https://doi.org/10.3726/978-3-653-02807-2. [4] George J. Annas, American Bioethics: Crossing Human Rights and Health Law Boundaries (Oxford ; New York: Oxford University Press, 2005). [5] Philip L. Cochran, “The Evolution of Corporate Social Responsibility,” Business Horizons 50, no. 6 (November 2007): 449–54, https://doi.org/10.1016/j.bushor.2007.06.004. p. 449. [6] Mauricio Andrés Latapí Agudelo, Lára Jóhannsdóttir, and Brynhildur Davídsdóttir, “A Literature Review of the History and Evolution of Corporate Social Responsibility,” International Journal of Corporate Social Responsibility 4, no. 1 (December 2019): 23, https://doi.org/10.1186/s40991-018-0039-y. [7] Potter, “Bioethics, the Science of Survival.” p. 129. [8] Latapí Agudelo, Jóhannsdóttir, and Davídsdóttir, “A Literature Review of the History and Evolution of Corporate Social Responsibility.” p. 4. [9] Albert R. Jonsen, The Birth of Bioethics (New York: Oxford University Press, 2003). p. 368-371. [10] Jonsen. p. 372. [11] Jonathan Montgomery, “Bioethics as a Governance Practice,” Health Care Analysis 24, no. 1 (March 2016): 3–23, https://doi.org/10.1007/s10728-015-0310-2. [12]. The National Commission for the Protection of Human Subjects of Biomedical and Behavioral Research, “The Belmont Report: Ethical Principles and Guidelines for the Protection of Human Subjects of Research” (Washington: Department of Health, Education, and Welfare, April 18, 1979), https://www.hhs.gov/ohrp/sites/default/files/the-belmont-report-508c_FINAL.pdf. [13] Shana Alexander, “They Decide Who Lives, Who Dies,” in LIFE, by Time Inc, 19th ed., vol. 53 (Nova Iorque: Time Inc, 1962), 102–25. [14]. Latapí Agudelo, Jóhannsdóttir, and Davídsdóttir, “A Literature Review of the History and Evolution of Corporate Social Responsibility.” [15]. Boaventura de Sousa Santos, “Por Uma Concepção Multicultural Dos Direitos Humanos,” Revista Crítica de Ciências Sociais, no. 48 (June 1997): 11–32. 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[46]The Biopharmaceutical Bioethics Working Group et al., “Considerations for Applying Bioethics Norms to a Biopharmaceutical Industry Setting,” BMC Medical Ethics 22, no. 1 (December 2021): 31–41, https://doi.org/10.1186/s12910-021-00600-y. [47] Anne Van Aaken and Betül Simsek, “Rewarding in International Law,” American Journal of International Law 115, no. 2 (April 2021): 195–241, https://doi.org/10.1017/ajil.2021.2. [48] Jennifer E. Miller, “Bioethical Accreditation or Rating Needed to Restore Trust in Pharma,” Nature Medicine 19, no. 3 (March 2013): 261–261, https://doi.org/10.1038/nm0313-261. [49] John Hardwig, “The Stockholder – A Lesson for Business Ethics from Bioethics?,” Journal of Business Ethics 91, no. 3 (February 2010): 329–41, https://doi.org/10.1007/s10551-009-0086-0. [50] Stefan van Uden, “Taking up Bioethical Responsibility?: The Role of Global Bioethics in the Social Responsibility of Pharmaceutical Corporations Operating in Developing Countries” (Mestrado, Coimbra, Coimbra University, 2012). [51] María Peana Chivite and Sara Gallardo, “La bioética en la empresa: el caso particular de la Responsabilidad Social Corporativa,” Revista Internacional de Organizaciones, no. 13 (January 12, 2015): 55–81, https://doi.org/10.17345/rio13.55-81. [52] Teubner argues that social spheres tend to develop solutions autonomously, but one sphere interfering in the way other spheres govern themselves tends to result in ineffective regulation and demobilization of their autonomous rule-making capabilities. These spheres should develop “reflexion mechanisms” that enable the exchange of their social knowledge and provide effective, non-damaging solutions to social issues. 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I remember the first time I saw a dead body. I spawned just before dawn; around me engines were clattering into life, the dim silhouettes of tanks beginning to move out in a steady grinding rumble. I could dimly make out a few other people, the anonymity of their shadowy outlines belied by the names hanging over their heads in a comforting blue. Suddenly, a stream of tracers arced across the sky; explosions sounded nearby, then closer still; a tank ahead of me stopped, turned sluggishly, and fired off a couple of rounds, rocking slightly against the recoil. The radio was filled with talk of Germans in the town, but I couldn’t even see the town. I ran toward what looked like the shattered hulk of a building and dived into what I hoped was a doorway. It was already occupied by another Tommy and together we waited for it to get lighter, listening to the rattle of machine guns, the sharp ping as shells ricocheted off steel, the sickening, indescribable, but immediately recognisable sound when they didn’t. Eventually, the other soldier moved out, but I waited for the sun to peek over the nearby hills. Once I was able to see where I was going, I made straight for the command post on the edge of town, and came across a group of allied soldiers standing in a circle. In the centre of the circle lay a dead German soldier, face up. “Well I’ll be damned,” I said aloud; no one else said anything, and the body abruptly faded. I remember the first time I killed someone. I had barely got the Spit V up to 4000 feet when out of the corner of my eye I caught a glimpse of something below me. I dropped the left wing and saw a Stuka making a bee-line for the base. I made a hash of the turn, almost stalling, but he obviously had no idea I was there. I saddled-up on his six, dropping down low to avoid fire from his gunner, and opened up on him. I must have hit him at perfect convergence because he disintegrated, pieces of dismembered airframe raining down on the field below. I circled the field, putting all my concentration into making the landing that would make the kill count, then switched off the engine and sat in the cockpit for a moment, heart pounding. As you can tell, I’ve been in the wars lately. The first example is drawn from the launch of Cornered Rat Software’s WWII Online: Blitzkrieg (2001) while the second is based on a short stint playing Warbirds 3 (2002). Both games are examples of one of the most interesting recent developments in computer and video gaming: the increasing popularity and range of Massively Multiplayer Online Games (MMOGs); other notable examples of historical combat simulation MMOGs include HiTech Creations Aces High (2002) and Jaleco Entertainment’s Fighter Ace 3.5 (2002). For a variety of technical reasons, most popular multiplayer games—particularly first-person shooter (FPS) games such as Doom, Quake, and more recently Medal of Honor: Allied Assault (2002) and Return to Castle Wolfenstein (2001)—are played on player-organised servers that are usually limited to 32 or fewer players; terrain maps are small and rotated every couple of hours on average. MMOGs, by contrast, feature anywhere from hundreds to tens of thousands of players hosted on a handful of company-run servers. The shared virtual geography of these worlds is huge, extending across tens of thousands of square miles; these worlds are also persistent in that they respond dynamically to the actions of players and continue to do so while individual players are offline. As my opening anecdotes demonstrate, the experience of dealing and receiving virtual death is central to massively multiplayer simulations as it is to so many forms of computer games. Yet for an experience is that is so ubiquitous in computer games (and, some would say, even constitutes their experiential core) death is under-theorised. Mainstream culture tends to see computer and console game mayhem according to a rigid desensitisation argument: the experience of repeatedly killing other players online leads to a gradual erosion of the individual moral sense which makes players more likely to countenance killing people in the real world. Nowhere was this argument more in evidence that in the wake of the murder of fifteen students by Dylan Klebold and Eric Harris at Columbine High School in Littleton, Colorado on April 20, 1999. The discovery that the two boys were enthusiastic players of Id Software’s Doom and Quake resulted in an avalanche of hysterical news stories that charged computer games with a number of evils: eroding kids’ ability to distinguish fantasy from reality, encouraging them to imitate the actions represented in the games, and immuring them to the real-world consequences of violence. These claims were hardly new, and had in fact been directed at any number of violent popular entertainment genres over the years. What was new was the claim that the interactive nature of FPS games rendered them a form of simulated weapons training. What was also striking about the discourse surrounding the Littleton shooting was just how little the journalists covering the story knew about computer, console and arcade games. Nevertheless, their approach to the issue encouraged readers to see games as having real life analogs. Media discussion of the event also reinforced the notion of a connection with military training techniques, making extensive use of Lt. Col. (ret) David Grossman, a former Army ranger and psychologist who led the charge in claiming that games were “mass-murder simulators” (Gittrich, AA06). This controversy over the role of violent computer games in the Columbine murders is part of a larger cultural discourse that adopts the logical fallacy characteristic of moral panics: coincidence equals causation. Yet the impoverished discussion of online death and destruction is also due in no small measure to an entrenched hostility toward popular entertainment as a whole, a hostility that is evident even in the work of some academic critics who study popular culture. Andrew Darley, for example, argues that, never has the flattening of meaning or depth in the traditional aesthetic sense of these words been so pronounced as in the action-simulation genres of the computer game: here, aesthetic experience is tied directly to the purely sensational and allied to tests of physical dexterity (143). In this view, the repeated experience of death is merely a part of the overall texture of a form characterised not so much by narrative as by compulsive repetition. More generally, computer games are seen by many critics as the pernicious, paradigmatic instance of the colonisation of individual consciousness by cultural spectacle. According to this Frankfurt school-influenced critique (most frequently associated with the work of Guy Debord), spectacle serves both to mystify and pacify its audience: The more the technology opens up narrative possibilities, the less there is for the audience to do. [. . .]. When the spectacle conceals the practice of the artists who create it, it [announces]…itself as an expression of a universe beyond human volition and effort (Filewood 24). In supposedly sapping its audience’s critical faculties by bombarding them with a technological assault whose only purpose is to instantiate a deterministic worldview, spectacle is seen by its critics as exemplifying the work of capitalist ideology which teaches people not to question the world around them by establishing, in Althusser’s famous phrase, an “imaginary relationship of individuals to their real conditions of their existence” (162). The desensitisation thesis is thus part of a larger discourse that considers computer games paradoxically to be both escapist and as having real-world effects. With regard to online death, neo-Marxism meets neo-Freudianism: players are seen as hooked on the thrill not only of destroying others but also of self-destruction. Death is thus considered the terminus of all narrative possibility, and the participation of individuals in fantasy-death and mayhem is seen to lead inevitably to several kinds of cultural death: the death of “family values,” the death of community, the death of individual responsibility, and—given the characterisation of FPS games in particular as lacking in plot and characterisation—the death of storytelling. However, it is less productive to approach computer, arcade and console games as vehicles for force-feeding content with pre-determined cultural effects than it is to understand them as venues within and around which players stage a variety of theatrical performances. Thus even the bêtes noire of the mainstream media, first-person shooters, serve as vehicles for a variety of interactions ranging from the design of new sounds, graphics and levels, new “skins” for player characters, the formation of “tribes” or “clans” that fight and socialise together, and the creation of elaborate fan fictions. This idea that narrative does not simply “happen” within the immediate experience of playing the game, but is in fact produced by a dynamic interplay of interactions for which the game serves as a focus, also suggests a very different way of looking at the role of death online. Far from being the logical endpoint, the inevitable terminus of all narrative possibility, death becomes the indispensable starting point for narrative. In single-player games, for example, the existence of the simple “save game” function—differing from simply putting the game board to one side in that the save function allows the preservation of the game world in multiple temporal states—generates much of the narrative and dramatic range of computer games. Generally a player saves the game because he or she is facing an obstacle that may result in death; saving the game at that point allows the player to investigate alternatives. Thus, the ever-present possibility of death in the game world becomes the origin of all narratives based on forward investigation. In multiplayer and MMOG environments, where the players have no control over the save game state, it is nevertheless the possibility of a mode of forward projection that gives the experience its dramatic intensity. Flight simulation games in particular are notoriously difficult to master; the experience of serial death, therefore, becomes the necessary condition for honing your flying skills, trying out different tactics in a variety of combat situations, trying similar tactics in different aircraft, and so on. The experience of online death creates a powerful narrative impulse, and not only in those situations where death is serialised and guaranteed. A sizable proportion of the flight sim communities of both Warbirds and Aces High participate in specially designed scenario events that replicate a specific historical air combat event (the Battle of Britain, the Coral Sea, USAAF bomber operations in Europe, etc.) as closely as possible. What makes these scenarios so compelling for many players is that they are generally “one life” events: once the player is dead, they are out for the rest of the event and this creates an intense experience that is completely unlike flying in the everyday free-for-all arenas. The desensitisation thesis notwithstanding, there is little evidence that this narrative investment in death produces a more casual attitude toward real-life death amongst MMOG players. For example, when real-world death intrudes, simulation players often reach for the same rituals of comfort and acknowledgement that are employed offline. Recently, when an Aces High player died unexpectedly of heart failure at the age of 35, his squadron held an elaborate memorial event in his honor. Over a hundred players bailed out over an aerodrome—bailing out is the only way that a player in Aces High can acquire a virtual human body—and lined the edges of the runway as members of the dead player’s squad flew the missing man formation overhead (GrimmCAF). The insistence upon bodily presence in the context of a classic military ceremony marking irrecoverable absence suggests the way in which the connections between real and virtual worlds are experienced by players: as tensions, but also as points where identities are negotiated. This example does not seem to indicate that everyday familiarity with virtual death has dulled the players’ sensibilities to the sorrow and loss accompanying death in the real world. I began this article talking about death in simulation MMOGs for a number of reasons. In the first place, MMOGs are more commonly identified with their role-playing examples (MMORPGs) such as Ultima Online and Everquest, games that focus on virtual community-building and exploration in addition to violence and conquest. By contrast, simulation games tend to be seen as having more in common with first-person shooters like Quake, in the way in which they foreground the experience of serial death. Secondly, it is precisely the connection between simulation and death that makes games in general (as I demonstrated in relation to the media coverage of the Columbine murders) so problematic. In response, I would argue that one of the most interesting aspects of computer games recently has been the degree to which generic distinctions have been breaking down. MMORPGs, which had their roots in the Dungeons and Dragons gaming world, and the text-based world of MUDs and MOOs have since developed sophisticated third-person and even first-person representational styles to facilitate both peaceful character interactions and combat. Likewise, first-person shooters have begun to add role-playing elements (see, for example, Looking Glass Studios’ superb System Shock 2 (1999) or Lucasarts' Jedi Knight series). This trend has also been incorporated into simulation MMOGs: World War II Online includes a rudimentary set of character-tracking features, and Aces High has just announced a more ambitious expansion whose major focus will be the incorporation of role-playing elements. I feel that MMOGs in particular are all evolving towards a state that I would describe as “simulance:” simulations that, while they may be associated with a nominal representational reality, are increasingly about exploring the narrative possibilities, the mechanisms of theatrical engagement for self and community of simulation itself. Increasingly, none of the terms "simulation,” "role-playing" or indeed “game” quite captures the texture of these evolving experiences. In their complex engagement with both scripted and extemporaneous narrative, the players have more in common with period re-enactors; the immersive power of a well-designed flight simulator scenario produces a feeling in players akin to the “period rush” experienced by battlefield re-enactors, the frisson between awareness of playing a role and surrendering completely to the momentary power of its illusory reality. What troubles critics about simulations (and what also blinds them to the narrative complexity in other forms of computer games) is that they are indeed not simply examples of re-enactment —a re-staging of supposedly real events—but a generative form of narrative enactment. Computer games, particularly large-scale online games, provide a powerful set of theatrical tools with which players and player communities can help shape narratives and deepen their own narrative investment. Obviously, they are not isolated from real-world cultural factors that shape and constrain narrative possibility. However, we are starting to see the way in which the games use the idea of virtual death as the generative force for new storytelling frameworks based, in Filewood’s terms, on forward investigation. As games begin to move out of their incunabular state, they may contribute to the re-shaping of culture and consciousness, as other narrative platforms have done. Far from causing the downfall of civilisation, game-based narratives may bring with them a greater cultural awareness of simultaneous narrative possibility, of the past as sets of contingent phenomena, and a greater attention to practical, hands-on experimental problem-solving. It would be ironic, but no great surprise, if a form built around the creative possibilities inherent in serial death in fact made us more attentive to the rich alternative possibilities of living. Works Cited Aces High. HiTech Creations, 2002. http://www.bartleby.com/201/1.html Althusser, Louis. “Ideology and Ideological State Apparatuses (Notes Toward an Investigation).” Lenin and Philosophy and Other Essays. By Louis Althusser, trans. Ben Brewster. New York, 1971. 127-86. Barry, Ellen. “Games Feared as Youths’ Basic Training; Industry, Valued as Aid to Soldiers, on Defensive.” The Boston Globe 29 Apr 1999: A1. LexisNexis. Feb. 7, 2003. Cornered Rat Software. World War II Online: Blitzkrieg. Strategy First, 2001. http://www.wwiionline.com/ Darley, Andrew. Visual Digital Culture: Surface Play and Spectacle in New Media Genres. London: Routledge, 2000. Debord, Guy. The Society of the Spectacle. Donald Nicholson-Smith. New York: Zone Books, 1994. 1967. Der Derian, James. “The Simulation Syndrome: From War Games to Game Wars.” Social Text 8.2 (1990): 187-92. Filewood, Alan. “C:\Games\Dramaturgy: The Cybertheatre of Computer Games.” Canadian Theatre Review 81 (Winter 1994): 24-28. Gittrich, Greg. “Expert Differs with Kids over Video Game Effects.” The Denver Post 27 Apr 1999: AA-06. LexisNexis. Feb. 7 2003. GrimmCAF. “MojoCAF’s Memorial Flight.” Aces High BB, 13 Dec. 2002. http://www.hitechcreations.com/forums/sh... IEntertainment Network. Warbirds III. Simon and Schuster Interactive, 2002.http://www.totalsims.com/index.php?url=w... Jenkins, Henry, comp. “Voices from the Combat Zone: Game Grrlz Talk Back.” From Barbie to Mortal Kombat: Gender and Computer Games. Ed. Justine Cassell and Henry Jenkins. Cambridge, Massachusetts: MIT P, 1998. 328-41. Lieberman, Joseph I. “The Social Impact of Music Violence.” Statement Before the Governmental Affairs Committee Subcommittee on Oversight, 1997. http://www.senate.gov/member/ct/lieberma... Feb. 7 2003. Murray, Janet H. Hamlet on the Holodeck: The Future of Narrative in Cyberspace. New York: Free, 1997. Poole, Steven. Trigger Happy: Videogames and the Entertainment Revolution. New York: Arcade Publishing, 2000. Pyro. “AH2 FAQ.” Aces High BB, 29 Jan. 2003. Internet. http://www.hitechcreations.com/forums/sh... Feb. 8 2003. Links http://www.wwiionline.com/ http://www.idsoftware.com/games/doom/ http://www.hitechcreations.com/ http://www.totalsims.com/index.php?url=wbiii/content_home.php http://www.hitechcreations.com/forums/showthread.php?s=&amp;amp;amp;amp;amp;threadid=77265 http://www.senate.gov/member/ct/lieberman/releases/r110697c.html http://www.idsoftware.com/games/wolfenstein http://www.idsoftware.com/games/quake/ http://www.ea.com/eagames/official/moh_alliedassault/home.jsp http://www.jaleco.com/fighterace/index.html http://www.bartleby.com/201/1.html http://www.hitechcreations.com/forums/showthread.php?s=&amp;amp;amp;amp;amp;threadid=72560 Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Mullen, Mark. "It Was Not Death for I Stood Up…and Fragged the Dumb-Ass MoFo Who'd Wasted Me" M/C: A Journal of Media and Culture 6.1 (2003). Dn Month Year < http://www.media-culture.org.au/0302/03-itwasnotdeath.php>. APA Style Mullen, M., (2003, Feb 26). It Was Not Death for I Stood Up…and Fragged the Dumb-Ass MoFo Who'd Wasted Me. M/C: A Journal of Media and Culture, 6,(1). Retrieved Month Dn, Year, from http://www.media-culture.org.au/0302/03-itwasnotdeath.html

This article analyses the public persona of Jeremy Gilley, a documentary filmmaker, peace campaigner, and the founder of the organisation Peace One Day (POD). It begins by outlining how Gilley’s persona is presented in a manner which resonates with established archetypes of social campaigners, and how this creates POD’s legitimacy among grassroots organisations. I then describe a distinct, but not inconsistent, facet of Gilley’s persona which speaks specifically to entrepreneurs. The article outlines how Gilley’s individuality works to simultaneously address these overlapping audiences and argues that his persona can be read as an articulation of social entrepreneurship. Gilley represents an example of a public personality working to “crystallise issues and to normativise debates” (Marshall “Personifying” 370) concerning corporate involvement with non-profit organisations and the marketisation of the non-profit sector. Peace One Day (POD) is a UK-based non-profit organisation established in 1999 by actor-turned-documentary-filmmaker Jeremy Gilley. In the 1990s, while filming a documentary about global conflict, Gilley realised there was no internationally recognised day of ceasefire and non-violence. He created POD to found such a day and began lobbying the United Nations. In 2001, the 111th plenary meeting of the General Assembly passed a resolution which marked 21 September as the annual International Day of Peace (United Nations). Since 2001, POD has worked to create global awareness of Peace Day. By 2006, other NGOs began using the day to negotiate 24-hour ceasefires in various conflict zones, allowing them to carry out work in areas normally too dangerous to enter. For example, in 2007, the inoculation of 1.3 million Afghan children against polio was possible due to an agreement from the Taliban to allow safe passage to agencies working in the country during the day. This was repeated in subsequent years and, by 2009, 4.5 million children had been immunised (POD Part Three). While neither POD nor Gilley played a direct part in the polio vaccination programmes or specific ceasefires, his organisation acted as a catalyst for such endeavours and these initiatives would not have occurred without POD’s efforts.Gilley is not only the founder of POD, he is also the majority shareholder, key decision-maker, and predominant public spokesperson in this private, non-charitable, non-profit organisation (Frances 73). While POD’s celebrity supporters participate in press conferences, it is Gilley who does most to raise awareness. His public persona is inextricably linked with POD and is created through a range of presentational media with which he is engaged. These include social media content, regular blogposts on POD’s website, as well as appearances at a series of speaking events. Most significantly, Gilley establishes his public persona through a number of documentary films (Peace One Day; Day After; POD Part Three), which are shot largely from his perspective and narrated by his voiceover, and which depict POD’s key struggles and successes.The Peace Campaigner as an Activist and Entrepreneur In common with other non-profit organisations, POD relies on celebrities from the entertainment industries. It works with them in two key ways: raising the public profile of the organisation, and shaping the public persona of its founder by inviting comparisons of their perceived exceptionalness with his ostensible ordinariness. For example, Gilley’s documentaries depict various press conferences held by POD over a number of years. Those organised prior to POD recruiting celebrity spokespeople were “completely ignored by the media” whereas those held after celebrity backing from Jude Law and Angelina Jolie had been secured attracted considerable interest (Day After). Gilley explains his early difficulties in publicising his message by suggesting that he “was a nobody” (POD Part Three). This representation as a “nobody” or, more diplomatically, as “ordinary,” is a central component of Gilley’s persona. “Ordinariness” here means situating Gilley outside the political and entertainment elites and aligning him with more everyday suburban settings. This is done through a combination of the aesthetic qualities of his public presentation and his publically narrated back-story.Aesthetically speaking, Gilley presents his ordinariness through his casual attire and long hair. His appearance is similar to the campaigners, youth groups and school children he addresses, suggesting he is a representative of that demographic but also distancing him from political elites. The diplomats Gilley meets, such as those at the UN, wear the appropriate attire for their elite political setting: suits. In one key scene in the documentary Peace One Day, Gilley makes his first trip to the UN to meet Kofi Annan, UN General Secretary at the time, and appears at their doors clean cut and suitably dressed. He declares that his new appearance was designed to aid his credibility with the UN. Yet, at the same time, he makes explicit that he borrowed the suit from a friend and the tie from his grandfather and, prior to the meeting, it was decided, “the pony tail had to go.” Thus Gilley seeks the approval of both political elites and the ordinary public, and constructs a persona that speaks to both, though he aligns himself with the latter.Gilley’s back-story permeates his films and works to present his ordinariness. For example, POD has humble beginnings as an almost grassroots, family-run organisation, and Gilley depicts a campaign run on a shoestring from his mother’s spare bedroom in an ordinary suburban home. Although British Airways provided free flights from the organisation’s outset, Gilley shows his friends volunteering their time by organising fundraising events. POD’s modest beginnings are reflected in its founder, who confides about both his lack of formal education and lack of success as an actor (Day After). This “ordinariness” is constructed in opposition to the exceptional qualities of POD’s A-list celebrity backers—such as Angelina Jolie, who does enjoy success as an actor. This contrast is emphasised by inviting Jolie into Gilley’s everyday domestic setting and highlighting the icons of success she brings with her. For example, at his first meeting with Jolie, Gilley waits patiently for her and remarks about the expensive car which eventually arrives outside his house, denoting Jolie’s arrival. He notes in the voiceover to his The Day after Peace documentary, “this was unbelievable, Angelina Jolie sat on my sofa asking me what she could do, I couldn’t stop talking. I was so nervous.”Gilley promotes his ordinariness by using aesthetics and personal narrative. Evidence of how he struggled to realise his goals and the financial burdens he carried (Peace One Day) suggest that there is something authentic about Gilley’s vision for Peace Day. This also helps Gilley to align his public persona with common understandings of the political activist as a prophetic social visionary. POD is able to tap into the idea of the power of the individual as a force for change with references to Martin Luther King and Gandhi. Although Gilley makes no direct comparison between himself and these figures, blog entries such as “ten years ago, I had an idea; I dared to dream that I could galvanise the countries of the world to recognise an official day of ceasefire and nonviolence. Mad? Ambitious? Idealistic? All of the above” (Gilley “Dream”), invite comparisons with King’s “I Have a Dream” speech. This is further augmented by references to Gilley as an outsider to political establishments, such as the UN, which he is sure have “become cynical about the opportunity” they have to unite the world (BBC Interview).Interestingly, Gilley’s presentation as a pragmatic “change-maker” whose “passion is contagious” (Ahmad Fawzi, in POD Concert) also aligns him with a second figure: the entrepreneur. Where Gilley’s performances at school and community groups present his persona as an activist, his entrepreneur persona is presented through his performances at a series of business seminars. These seminars, entitled “Unleash Your Power of Influence,” are targeted towards young entrepreneurs and business-people very much consistent with the “creative class” demographic (Florida). The speakers, including Gilley, have all been successful in business (POD is a private company) and they offer to their audiences motivational presentations, and business advice. Although a semi-regular occurrence, it is the first two events held in July 2010 (Unleash 1) and November 2010 (Unleash 2) that are discussed here. Held in a luxury five-star London hotel, the events demonstrate a starkly different aspect of POD than that presented to community groups and schools, and the amateur grassroots ethic presented in Gilley’s documentary films—for example, tickets for Unleash 2 started at £69 and offered ‘goody bags’ for £95 (author’s observation of the event)—yet consistencies remain.Aesthetically speaking, Gilley’s appearance signifies a connection with these innovative, stereotypically young, founders of start-up companies and where Gilley is an outsider to political organisations; they are outsiders to business establishments. Further, many of these companies typically started, like POD, in a spare bedroom. The speakers at the Unleash events provide insights into their background which frequently demonstrate a rise from humble beginnings to business success, in the face of adversity, and as a result of innovation and perseverance. Gilley is not out of place in this environment and the modest beginnings of POD are relayed to his audience in a manner which bears a striking similarity to his for-profit counterparts.An analysis of Gilley’s presentations at these events demonstrates clear links between the dual aspects of Gilley’s public persona, the political economy of POD, and the underlying philosophy of the organisation—social entrepreneurship. The next section sets out some of the principals of social entrepreneurship and how the aspects of Gilley’s persona, outlined above, reinforce these.Personifying Social EnterpriseGenerally speaking, the business literature greatly emphasises entrepreneurs as “resourceful, value-creating change agents” who are “never satisfied with the status quo [... and are] a forceful engine of growth in our economy” (Dees and Economy 3-4). More recently, the focus of discussion has included social entrepreneurs. These individuals work within “an organisation that attacks [social and environmental] problems through a business format, even if it is not legally structured as a profit-seeking entity” (Bornstein and Davis xv) and advocate commercially oriented non-profit organisations that establish “win-win” relationships between non-profits and business.This coming together of the for- and non-profit sectors has range of precedents, most notably in “philanthrocapitalism” (Bishop and Green) and the types of partnerships established between corporations and environmentalists, such as Greenpeace Australia (Beder). However, philanthrocapitalism often encompasses the application of business methods to social problems by those who have amassed fortunes in purely commercial ventures (such as Bill Gates), and Beder’s work describes established for- and non-profit institutions working together. While social entrepreneurship overlaps with these, social entrepreneurs seek to do well by doing good by making a profit while simultaneously realising social goals (Bornstein and Davis 25).Read as an articulation of the coming together of the activist and the entrepreneur, Gilley’s individuality encapsulates the social enterprise movement. His persona draws from the commonalities between the archetypes of the traditional grassroots activist and start-up entrepreneur, as pioneering visionary and outsider to the establishment. While his films establish his authenticity among politically attuned members of the public, his appearances at the Unleash events work to signify the legitimacy of his organisation to those who identify with social entrepreneurialism and take the position that business should play a positive role in social causes. As an activist, Gilley’s creates his persona through his aesthetic qualities and a performance that draws on historical precedents of social prophets. As an entrepreneur, Gilley draws on the same aesthetic qualities and, through his performance, mitigates the types of disjuncture evident in the 1980s between environmental activists, politicians and business leaders, when environmentalist’s narratives “were perceived as flaky and failed to transform” (Robèrt 7). To do this, Gilley reconstitutes social and environmental problems (such as conflict) within a market metric, and presents the market as a viable and efficient solution. Consequently, Gilley asserts that “we live in a culture of war because war makes money, we need to live in a culture of peace,” and this depends on “if we can make it economical, if we can make the numbers add up” (Unleash).Social enterprises often eschew formal charity and Gilley is consistent with this when he states that “for me, I think it has to be about business. [...] I think if it’s about charity it’s not going to work for me.” Gilley asserts that partnerships with corporations are essential as “our world is going to change, when the corporate sector becomes engaged.” He, therefore, “want[s] to work with large corporations” in order to “empower individuals to be involved in the process of [creating] a more peaceful and sustainable world” (Unleash). One example of POD’s success in this regard is a co-venture with Coca-Cola.To coincide with Peace Day in 2007, POD and Coca-Cola entered into a co-branding exercise which culminated in a sponsorship deal with the POD logo printed on Coca-Cola packaging. Prior to this, Gilley faced a desperate financial situation and conceded that the only alternative to a co-venture with Coca-Cola was shutting down POD (Day After). While Coca-Cola offered financial support and the potential to spread Gilley’s message through the medium of the Coke can, POD presumably offered good publicity to a corporation persistently the target of allegations of unethical practice (for example, Levenson-Estrada; Gill; Thomas). Gilley was aware of the potential image problems caused by a venture with Coke but accepted the partnership on pragmatic grounds, and with the proviso that Coke’s sponsorship not accompany any attempt to influence POD. Gilley, in effect, was using Coca-Cola, displaying the political independence of the social visionary and the pragmatism of the entrepreneur. By the same token, Coca-Cola was using POD to garner positive publicity, demonstrating the nature of this “win-win” relationship.In his film, Gilley consults Ray C. Anderson, social enterprise proponent, about his ethical concerns. Anderson explains the merits of working with Coke. In his Unleash addresses, such ethical considerations do not feature. Instead, it is relayed that Coca-Cola executives were looking to become involved with a social campaign, consistent with the famous 1970s hilltop advertisement of “teaching the world to sing in harmony.” From a meeting at Coca-Cola’s headquarters in Atlanta, Gilley reveals, a correlation emerged between Gilley’s emphasis on Peace Day as a moment of global unity—encapsulated by his belief that “the thing about corporations [...] the wonderful thing about everybody […] is that everybody’s just like us” (Unleash)—and the image of worldwide harmony that Coca-Cola wanted to portray. It is my contention that Gilley’s public persona underpinned the manner in which this co-branding campaign emerged. This is because his persona neatly tied the profit motive of the corporation to the socially spirited nature of the campaign, and spoke to Coca-Cola in a manner relatable to the market. At the same time, it promoted a social campaign premised on an inclusiveness that recast the corporation as a concerned global citizen, and the social campaigner as a free-market agent.Persona in the Competitive Non-Profit SectorThrough a series of works P. David Marshall charts the increasing centrality of individuality as “one of the ideological mainstays of consumer capitalism [...and] equally one of the ideological mainstays of how democracy is conceived” (Marshall “New Media-New Self” 635). Celebrity, accordingly, can be thought of as a powerful discourse that works “to make the cultural centrality of individuality concretely real” (Marshall “New Media-New Self” 635). Beyond celebrity, Marshall offers a wider framework that maps how “personalisation, individuality, and the move from the private to the public are now part of the wider populace rather than just at play in the representational field of celebrity” (Marshall, “Persona” 158). This framework includes fundamental changes to the global, specifically Western, labour market that, while not a fait accompli, point to a more competitive environment in which “greater portions of the culture are engaged in regular—probably frequent—selling of themselves” and where self-promotion becomes a key tool (Marshall, “Persona” 158). Therefore, while consumerism comprises a backdrop to the proliferation of celebrity culture, competition within market capitalism contributes to the wider expansion of personalisation and individualism.The non-profit sector is also a competitive environment. UK studies have found an increase in the number of International NGOs of 46.6% from 1995/6-2005/6 (Anheier, Kaldor, and Glasius. 310). At the same time, the number of large charities (with an income greater than £10 million) rose, between 1999-2013, from 307 to 1,005 and their annual income rose from approximately £10bn to £36bn (Charity Commission). These quantitative changes in the sector have occurred alongside qualitative changes in terms of the orientation of individual organisations. For example, Epstein and Gang describe a non-profit sector in which NGOs compete against each other for funds from aid donors (state and private). It is unclear whether “aid will be allocated properly, say to the poorest or to maximize the social welfare” or to the “efficient aid-seekers” (294)—that is, NGOs with the greatest competitive capabilities. A market for public awareness has also emerged and, in an increasingly crowded non-profit sector, it is clearly important for organisations to establish a public profile that can gain attention.It is in this competitive environment that the public personae of activists become assets for NGOs, and Gilley constitutes a successful example of this. His persona demonstrates an organisation’s response to the competitive nature of the non-profit sector, by appealing to both traditional activist circles and the business sector, and articulating the social enterprise movement. Gilley effectively embodies social entrepreneurship—in his appearance, his performance and his back-story—bridging a gap between the for- and non-profit sectors. His persona helps legitimate efforts to recast the activist as an entrepreneur (and conversely, entrepreneurs as activists) by incorporating activist ideals (in this instance, peace) within a market framework. This, to return to Marshall’s argument, crystallises the issue of peace within market metrics such and normativises debates about the role of corporate actors as global citizens, presenting it as pragmatism and therefore “common sense.” This is not to undermine Gilley’s achievements but, instead, to point out how reading his public persona enables an understanding of efforts to marketise the non-profit sector and align peace activism with corporate power.References Anheier, Helmut K., Mary Kaldor, and Marlies Glasius. Global Civil Society 2006/7. London: Sage, 2007.BBC Storyville. Director Interview: Jeremy Gilley. BBC. 2004. 7 Feb. 2010.Beder, Sharon. Global Spin: The Corporate Assault on Environmentalism. Totnes, UK: Green Books, 2002.Bishop, Matthew, and Michael Green. Philanthrocapitalism. London: A&C Black, 2008.Bornstein, David, and Susan Davis. Social Entrepreneurship: What Everyone Needs to Know. New York: Oxford University Press, 2010.Charity Commission for England and Wales. “Sector Facts and Figures.” N.d. 5 Apr 2014.Day after Peace, The. Dir. Jeremy Gilley. Peace One Day, 2008.Dees, J. Gregory, and Peter Economy. "Social Entrepreneurship." Enterprising Nonprofits: A Toolkit for Social Entrepreneurs. Eds. J. Gregory Dees, Jed Emerson, and Peter Economy. New York: Wiley, 2001. 1-18.Epstein, Gil S., and Ira N. Gang. “Contests, NGOs, and Decentralizing Aid.” Review of Development Economics 10. 2 (2006): 285-296.Florida, Richard. The Flight of the Creative Class: The New Global Competition for Talent. New York: Harper Business, 2006.Frances, Nic. The End of Charity: Time for Social Enterprise. New South Wales: Allen & Unwin, 2008.Fraser, Nick. “Can One Man Persuade the World, via the UN, to Sanction a Global Ceasefire Day?” BBC. 2005. 7 Feb. 2010.Gill, Leslie. “Labor and Human Rights: The ‘Real Thing’ in Colombia.” Transforming Anthropology 13.2 (2005): 110-115.Gilley, Jeremy. “Dream One Day.” Peace One Day. 2009. 23 Jun 2010.Levenson-Estrada, Deborah. Trade Unionists against Terror: Guatemala City, 1954-1985. Chapel Hill: U of North Carolina P, 1994.Marshall, P. David. Celebrity and Power. Minneapolis: University of Minnesota Press, 2001.Marshall, P. David. “Intimately Intertwined in the Most Public Way: Celebrity and Journalism.” The Celebrity Culture Reader. Ed. P. David Marshall. Oxon: Routledge, 2006. 316-323.Marshall, P. David. “New Media – New Self: The Changing Power of Celebrity.” The Celebrity Culture Reader. Ed. P. David. Marshall. Oxon: Routledge, 2006. 634-644.Marshall, P. David. “Personifying Agency: The Public–Persona–Place–Issue Continuum.” Celebrity Studies 4.3 (2013): 369-371.Marshall, P. David. “Persona Studies: Mapping the Proliferation of the Public Self.” Journalism 15.2 (2014): 153-170.Newsnight. BBC 2. 20 Sep. 2010. 22.30-23.00.Peace One Day. Dir. Jeremy Gilley. Peace One Day, 2004.Peace One Day Concert: Live at the Royal Albert Hall Gilley. Dir. Jeremy Gilley. Peace One Day, 2008.Peace One Day Part Three. Dir. Jeremy Gilley. Peace One Day, 2010.Robèrt, Karl-Henrik. The Natural Step: Seeding a Quiet Revolution. Gabriola Island, British Columbia: New Society Publishers, 2002.Thomas, Mark. Belching Out the Devil: Global Adventure with Coca-Cola. London: Ebury Press, 2008.United Nations General Assembly. “International Day of Peace. A/RES/55/282" 111th Plenary Meeting. 2001. 10 June 2014 ‹http://www.un.org/en/ga/search/view_doc.asp?symbol=A/RES/55/282&Lang=E›.Unleash Your Power of Influence. Triumphant Events and Peace One Day. 2010.

Image 1: A Little Free Library. Image credit: Nadine Kozak.IntroductionLittle Free Libraries give people a reason to stop and exchange things they love: books. It seemed like a really good way to build a sense of community.Dannette Lank, Little Free Library steward, Whitefish Bay, Wisconsin, 2013 (Rumage)Against a backdrop of stagnant literacy rates and enduring perceptions of urban decay and the decline of communities in cities (NCES, “Average Literacy”; NCES, “Average Prose”; Putnam 25; Skogan 8), legions of Little Free Libraries (LFLs) have sprung up across the United States between 2009 and the present. LFLs are small, often homemade structures housing books and other physical media for passersby to choose a book to take or leave a book to share with others. People have installed the structures in front of homes, schools, libraries, churches, fire and police stations, community gardens, and in public parks. There are currently 50,000 LFLs around the world, most of which are in the continental United States (Aldrich, “Big”). LFLs encompass building in multiple senses of the term; LFLs are literally tiny buildings to house books and people use the structures for building neighbourhood social capital. The organisation behind the movement cites “building community” as one of its three core missions (Little Free Library). Rowan Moore, theorising humans’ reasons for building, argues desire and emotion are central (16). The LFL movement provides evidence for this claim: stewards erect LFLs based on hope for increased literacy and a desire to build community through their altruistic actions. This article investigates how LFLs build urban community and explores barriers to the endeavour, specifically municipal building and right of way ordinances used in attempts to eradicate the structures. It also examines local responses to these municipal actions and potential challenges to traditional public libraries brought about by LFLs, primarily the decrease of visits to public libraries and the use of LFLs to argue for defunding of publicly provided library services. The work argues that LFLs build community in some places but may threaten other community services. This article employs qualitative content analysis of 261 stewards’ comments about their registered LFLs on the organisation’s website drawn from the two largest cities in a Midwestern state and an interview with an LFL steward in a village in the same state to analyse how LFLs build community. The two cities, located in the state where the LFL movement began, provide a cross section of innovators, early adopters, and late adopters of the book exchanges, determined by their registered charter numbers. Press coverage and municipal documents from six cities across the US gathered through a snowball sample provide data about municipal challenges to LFLs. Blog posts penned by practising librarians furnish some opinions about the movement. This research, while not a representative sample, identifies common themes and issues around LFLs and provides a basis for future research.The act of building and curating an LFL is a representation of shared beliefs about literacy, community, and altruism. Establishing an LFL is an act of civic participation. As Nico Carpentier notes, while some civic participation is macro, carried out at the level of the nation, other participation is micro, conducted in “the spheres of school, family, workplace, church, and community” (17). Ruth H. Landman investigates voluntary activities in the city, including community gardening, and community bakeries, and argues that the people associated with these projects find themselves in a “denser web of relations” than previously (2). Gretchen M. Herrmann argues that neighbourhood garage sales, although fleeting events, build an enduring sense of community amongst participants (189). Ray Oldenburg contends that people create associational webs in what he calls “great good places”; third spaces separate from home and work (20-21). Little Free Libraries and Community BuildingEmotion plays a central role in the decision to become an LFL steward, the person who establishes and maintains the LFL. People recount their desire to build a sense of community and share their love of reading with neighbours (Charter 4684; Charter 8212; Charter 9437; Charter 9705; Charter 16561). One steward in the study reported, “I love books and I want to be able to help foster that love in our neighbourhood as well” (Charter 4369). Image 2: A Little Free Library, bench, water fountain, and dog’s water bowl for passersby to enjoy. Image credit: Nadine Kozak.Relationships and emotional ties are central to some people’s decisions to have an LFL. The LFL website catalogues many instances of memorial LFLs, tributes to librarians, teachers, and avid readers. Indeed, the first Little Free Library, built by Todd Bol in 2009, was a tribute to his late mother, a teacher who loved reading (“Our History”). In the two city study area, ten LFLs are memorials, allowing bereaved families to pass on a loved one’s penchant for sharing books and reading (Charter 1235; Charter 1309; Charter 4604; Charter 6219; Charter 6542; Charter 6954; Charter 10326; Charter 16734; Charter 24481; Charter 30369). In some cases, urban neighbours come together to build, erect, and stock LFLs. One steward wrote: “Those of us who live in this friendly neighborhood collaborated to design[,] build and paint a bungalow themed library” to match the houses in the neighbourhood (Charter 2532). Another noted: “Our neighbor across the street is a skilled woodworker, and offered to build the library for us if we would install it in our yard and maintain it. What a deal!” (Charter 18677). Community organisations also install and maintain LFLs, including 21 in the study population (e.g. Charter 31822; Charter 27155).Stewards report increased communication with neighbours due to their LFLs. A steward noted: “We celebrated the library’s launch on a Saturday morning with neighbors of all ages. We love sitting on our front porch and catching up with the people who stop to check out the books” (Charter 9673). Another exclaimed:within 24 hours, before I had time to paint it, my Little Free Library took on a life of its own. All of a sudden there were lots of books in it and people stopping by. I wondered where these books came from as I had not put any in there. Little kids in the neighborhood are all excited about it and I have met neighbors that I had never seen before. This is going to be fun! (Charter 15981)LFLs build community through social interaction and collaboration. This occurs when neighbours come together to build, install, and fill the structures. The structures also open avenues for conversation between neighbours who had no connection previously. Like Herrmann’s neighbourhood garage sales, LFLs create and maintain social ties between neighbours and link them by the books they share. Additionally, when neighbours gather and communicate at the LFL structure, they create a transitory third space for “informal public life”, where people can casually interact at a nearby location (Oldenburg 14, 288).Building Barriers, Creating CommunityThe erection of an LFL in an urban neighbourhood is not, however, always a welcome sight. The news analysis found that LFLs most often come to the attention of municipal authorities via citizen complaints, which lead to investigations and enforcement of ordinances. In Kansas, a neighbour called an LFL an “eyesore” and an “illegal detached structure” (Tapper). In Wisconsin, well-meaning future stewards contacted their village authorities to ask about rules, inadvertently setting off a six-month ban on LFLs (Stingl; Rumage). Resulting from complaints and inquiries, municipalities regulated, and in one case banned, LFLs, thus building barriers to citizens’ desires to foster community and share books with neighbours.Municipal governments use two major areas of established code to remove or prohibit LFLs: ordinances banning unapproved structures in residents’ yards and those concerned with obstructions to right of ways when stewards locate the LFLs between the public sidewalk and street.In the first instance, municipal ordinances prohibit either front yard or detached structures. Controversies over these ordinances and LFLs erupted in Whitefish Bay, Wisconsin, in 2012; Leawood, Kansas, in 2014; Shreveport, Louisiana, in 2015; and Dallas, Texas, in 2015. The Village of Whitefish Bay banned LFLs due to an ordinance prohibiting “front yard structures,” including mailboxes (Sanburn; Stingl). In Leawood, the city council argued that an LFL, owned by a nine-year-old boy, violated an ordinance that forbade the construction of any detached structures without city council permission. In Shreveport, the stewards of an LFL received a cease and desist letter from city council for having an “accessory structure” in the front yard (LaCasse; Burris) and Dallas officials knocked on a steward’s front door, informing her of a similar breach (Kellogg).In the second instance, some urban municipalities argued that LFLs are obstructions that block right of ways. In Lincoln, Nebraska, the public works director noted that the city “uses the area between the sidewalk and the street for snow storage in the winter, light poles, mailboxes, things like that.” The director continued: “And I imagine these little libraries are meant to congregate people like a water cooler, but we don’t want people hanging around near the road by the curb” (Heady). Both Lincoln in 2014 and Los Angeles (LA), California, in 2015, cited LFLs for obstructions. In Lincoln, the city notified the Southminster United Methodist Church that their LFL, located between the public sidewalk and street, violated a municipal ordinance (Sanburn). In LA, the Bureau of Street Services notified actor Peter Cook that his LFL, situated in the right of way, was an “obstruction” that Cook had to remove or the city would levy a fine (Moss). The city agreed at a hearing to consider a “revocable permit” for Cook’s LFL, but later denied its issuance (Condes).Stewards who found themselves in violation of municipal ordinances were able to harness emotion and build outrage over limits to individuals’ ability to erect LFLs. In Kansas, the stewards created a Facebook page, Spencer’s Little Free Library, which received over 31,000 likes and messages of support. One comment left on the page reads: “The public outcry will force those lame city officials to change their minds about it. Leave it to the stupid government to rain on everybody’s parade” (“Good”). Children’s author Daniel Handler sent a letter to the nine-year-old steward, writing as Lemony Snicket, “fighting against librarians is immoral and useless in the face of brave and noble readers such as yourself” (Spencer’s). Indeed, the young steward gave a successful speech to city hall arguing that the body should allow the structures because “‘lots of people in the neighborhood used the library and the books were always changing. I think it’s good for Leawood’” (Bauman). Other local LFL supporters also attended council and spoke in favour of the structures (Harper). In LA, Cook’s neighbours started a petition that gathered over 100 signatures, where people left comments including, “No to bullies!” (Lopez). Additionally, neighbours gathered to discuss the issue (Dana). In Shreveport, neighbours left stacks of books in their front yards, without a structure housing them due to the code banning accessory structures. One noted, “I’m basically telling the [Metropolitan Planning Commission] to go sod off” (Friedersdorf; Moss). LFL proponents reacted with frustration and anger at the perceived over-reach of the government toward harmless LFLs. In addition to the actions of neighbours and supporters, the national and local press commented on the municipal constraints. The LFL movement has benefitted from a significant amount of positive press in its formative years, a press willing to publicise and criticise municipal actions to thwart LFL development. Stewards’ struggles against municipal bureaucracies building barriers to LFLs makes prime fodder for the news media. Herbert J. Gans argues an enduring value in American news is “the preservation of the freedom of the individual against the encroachments of nation and society” (50). The juxtaposition of well-meaning LFL stewards against municipal councils and committees provided a compelling opportunity to illustrate this value.National media outlets, including Time (Sanburn), Christian Science Monitor (LaCasse), and The Atlantic, drew attention to the issue. Writing in The Atlantic, Conor Friedersdorf critically noted:I wish I was writing this to merely extol this trend [of community building via LFLs]. Alas, a subset of Americans are determined to regulate every last aspect of community life. Due to selection bias, they are overrepresented among local politicians and bureaucrats. And so they have power, despite their small-mindedness, inflexibility, and lack of common sense so extreme that they’ve taken to cracking down on Little Free Libraries, of all things. (Friedersdorf, n.p.)Other columnists mirrored this sentiment. Writing in the LA Times, one commentator sarcastically wrote that city officials were “cracking down on one of the country’s biggest problems: small community libraries where residents share books” (Schaub). Journalists argued this was government overreach on non-issues rather than tackling larger community problems, such as income inequality, homelessness, and aging infrastructure (Solomon; Schaub). The protests and negative press coverage led to, in the case of the municipalities with front yard and detached structure ordinances, détente between stewards and councils as the latter passed amendments permitting and regulating LFLs. Whitefish Bay, Leawood, and Shreveport amended ordinances to allow for LFLs, but also to regulate them (Everson; Topil; Siegel). Ordinances about LFLs restricted their number on city blocks, placement on private property, size and height, as well as required registration with the municipality in some cases. Lincoln officials allowed the church to relocate the LFL from the right of way to church property and waived the $500 fine for the obstruction violation (Sanburn). In addition to the amendments, the protests also led to civic participation and community building including presentations to city council, a petition, and symbolic acts of defiance. Through this protest, neighbours create communities—networks of people working toward a common goal. This aspect of community building around LFLs was unintentional but it brought people together nevertheless.Building a Challenge to Traditional Libraries?LFL marketing and communication staff member Margaret Aldrich suggests in The Little Free Library Book that LFLs are successful because they are “gratifyingly doable” projects that can be accomplished by an individual (16). It is this ease of building, erecting, and maintaining LFLs that builds concern as their proliferation could challenge aspects of library service, such as public funding and patron visits. Some professional librarians are in favour of the LFLs and are stewards themselves (Charter 121; Charter 2608; Charter 9702; Charter 41074; Rumage). Others envision great opportunities for collaboration between traditional libraries and LFLs, including the library publicising LFLs and encouraging their construction as well as using LFLs to serve areas without, or far from, a public library (Svehla; Shumaker). While lauding efforts to build community, some professional librarians question the nomenclature used by the movement. They argue the phrase Little Free Libraries is inaccurate as libraries are much more than random collections of books. Instead, critics contend, the LFL structures are closer to book swaps and exchanges than actual libraries, which offer a range of services such as Internet access, digital materials, community meeting spaces, and workshops and programming on a variety of topics (American Library Association; Annoyed Librarian). One university reference and instruction librarian worries about “the general public’s perception and lumping together of little free libraries and actual ‘real’ public libraries” (Hardenbrook). By way of illustration, he imagines someone asking, “‘why do we need our tax money to go to something that can be done for FREE?’” (Hardenbrook). Librarians holding this perspective fear the movement might add to a trend of neoliberalism, limiting or ending public funding for libraries, as politicians believe that the localised, individual solutions can replace publicly funded library services. This is a trend toward what James Ferguson calls “responsibilized” citizens, those “deployed to produce governmentalized results that do not depend on direct state intervention” (172). In other countries, this shift has already begun. In the United Kingdom (UK), governments are devolving formerly public services onto community groups and volunteers. Lindsay Findlay-King, Geoff Nichols, Deborah Forbes, and Gordon Macfadyen trace the impacts of the 2012 Localism Act in the UK, which caused “sport and library asset transfers” (12) to community and volunteer groups who were then responsible for service provision and, potentially, facility maintenance as well. Rather than being in charge of a “doable” LFL, community groups and volunteers become the operators of much larger facilities. Recent efforts in the US to privatise library services as governments attempt to cut budgets and streamline services (Streitfeld) ground this fear. Image 3: “Take a Book, Share a Book,” a Little Free Library motto. Image credit: Nadine Kozak. LFLs might have real consequences for public libraries. Another potential unintended consequence of the LFLs is decreasing visits to public libraries, which could provide officials seeking to defund them with evidence that they are no longer relevant or necessary. One LFL steward and avid reader remarked that she had not used her local public library since 2014 because “I was using the Little Free Libraries” (Steward). Academics and librarians must conduct more research to determine what impact, if any, LFLs are having on visits to traditional public libraries. ConclusionLittle Free Libraries across the United States, and increasingly in other countries, have generated discussion, promoted collaboration between neighbours, and led to sharing. In other words, they have built communities. This was the intended consequence of the LFL movement. There, however, has also been unplanned community building in response to municipal threats to the structures due to right of way, safety, and planning ordinances. The more threatening concern is not the municipal ordinances used to block LFL development, but rather the trend of privatisation of publicly provided services. While people are celebrating the community built by the LFLs, caution must be exercised lest central institutions of the public and community, traditional public libraries, be lost. Academics and communities ought to consider not just impact on their local community at the street level, but also wider structural concerns so that communities can foster many “great good places”—the Little Free Libraries and traditional public libraries as well.ReferencesAldrich, Margaret. “Big Milestone for Little Free Library: 50,000 Libraries Worldwide.” Little Free Library. Little Free Library Organization. 4 Nov. 2016. 25 Feb. 2017 <https://littlefreelibrary.org/big-milestone-for-little-free-library-50000-libraries-worldwide/>.Aldrich, Margaret. The Little Free Library Book: Take a Book, Return a Book. 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Police and Community in Chicago: A Tale of Three Cities. New York: Oxford University Press, 2006.Solomon, Dan. “Dallas Is Regulating ‘Little Free Libraries’ for Some Reason.” Texas Monthly (14 Sept. 2016). 25 Feb. 2017 <http://www.texasmonthly.com/the-daily-post/dallas-regulating-little-free-libraries-reason/>.“Spencer’s Little Free Library.” Facebook 15 Jul. 2014. 25 Feb. 2017 <https://www.facebook.com/Spencerslittlefreelibrary/photos/pcb.527531327376433/527531260709773/?type=3>.Steward, M. 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In light of the COVID-19 pandemic, where income has become precarious and Internet use has soared, the influencer industry has to strategise over new ways to sustain viewer attention, maintain income flows, and innovate around formats and messaging, to avoid being excluded from continued commercial possibilities. In this article, we review the press coverage of the influencer markets in Australia, Japan, and Korea, and consider how the industry has been attempting to navigate their way through the pandemic through deviations and detours. We consider the narratives and groups of influencers who have been included and excluded in shaping the discourse about influencer strategies in the time of COVID-19. The distinction between inclusion and exclusion has been a crucial mechanism to maintain the social normativity, constructed with gender, sexuality, wealth, able-ness, education, age, and so on (Stäheli and Stichweh, par. 3; Hall and Du Gay 5; Bourdieu 162). The influencer industry is the epitome of where the inclusion-exclusion binary is noticeable. It has been criticised for serving as a locus where social norms, such as femininity and middle-class identities, are crystallised and endorsed in the form of visibility and attention (Duffy 234; Abidin 122). Many are concerned about the global expansion of the influencer industry, in which young generations are led to clickbait and sensational content and normative ways of living, in order to be “included” by their peer groups and communities and to avoid being “excluded” (Cavanagh). However, COVID-19 has changed our understanding of the “normal”: people staying home, eschewing social communications, and turning more to the online where they can feel “virtually” connected (Lu et al. 15). The influencer industry also has been affected by COVID-19, since the images of normativity cannot be curated and presented as they used to be. In this situation, it is questionable how the influencer industry that pivots on the inclusion-exclusion binary is adjusting to the “new normal” brought by COVID-19, and how the binary is challenged or maintained, especially by exploring the continuities and discontinuities in industry. Methodology This cross-cultural study draws from a corpus of articles from Australia, Japan, and Korea published between January and May 2020, to investigate how local news outlets portrayed the contingencies undergone by the influencer industry, and what narratives or groups of influencers were excluded in the process. An extended discussion of our methodology has been published in an earlier article (Abidin et al. 5-7). Using the top ranked search engine of each country (Google for Australia and Japan, Naver for Korea), we compiled search results of news articles from the first ten pages (ten results per page) of each search, prioritising reputable news sites over infotainment sites, and by using targeted keyword searches: for Australia: ‘influencer’ and ‘Australia’ and ‘COVID-19’, ‘coronavirus’, ‘pandemic’; for Japan: ‘インフルエンサー’ (influensā) and ‘コロナ’ (korona), ‘新型コロ ナ’ (shin-gata korona), ‘コロナ禍’ (korona-ka); for Korea: ‘인플루언서’ (Influencer) and ‘코로나’ (corona) and ‘팬데믹’ (pandemic). 111 articles were collected (42 for Australia, 31 for Japan, 38 for Korea). In this article, we focus on a subset of 60 articles and adopt a grounded theory approach (Glaser and Strauss 5) to manually conduct open, axial, and close coding of their headline and body text. Each headline was translated by the authors and coded for a primary and secondary ‘open code’ across seven categories: Income loss, Backlash, COVID-19 campaign, Misinformation, Influencer strategy, Industry shifts, and Brand leverage. The body text was coded in a similar manner to indicate all the relevant open codes covered in the article. In this article, we focus on the last two open codes that illustrate how brands have been working with influencers to tide through COVID-19, and what the overall industry shifts were on the three Asia-Pacific country markets. Table 1 (see Appendix) indicates a full list of our coding schema. Inclusion of the Normal in Shifting Brand Preferences In this section, we consider two main shifts in brand preferences: an increased demand for influencers, and a reliance on influencers to boost viewer/consumer traffic. We found that by expanding digital marketing through Influencers, companies attempted to secure a so-called “new normal” during the pandemic. However, their marketing strategies tended to reiterate the existing inclusion-exclusion binary and exacerbated the lack of diversity and inequality in the industry. Increased Demand for Influencers Across the three country markets, brokers and clients in the influencer industry increased their demand for influencers’ services and expertise to sustain businesses via advertising in the “aftermath of COVID-19”, as they were deemed to be more cost-efficient “viral marketing on social media” (Yoo). By outsourcing content production to influencers who could still produce content independently from their homes (Cheik-Hussein) and who engage with audiences with their “interactive communication ability” (S. Kim and Cho), many companies attempted to continue their business and maintain their relationships with prospective consumers (Forlani). As the newly enforced social distancing measures have also interrupted face-to-face contact opportunities, the mass pivot towards influencers for digital marketing is perceived to further professionalise the industry via competition and quality control in all three countries (Wilkinson; S. Kim and Cho; Yadorigi). By integrating these online personae of influencers into their marketing, the business side of each country is moving towards the new normal in different manners. In Australia, businesses launched campaigns showcasing athlete influencers engaging in meaningful activities at home (e.g. yoga, cooking), and brands and companies reorganised their marketing strategies to highlight social responsibilities (Moore). On the other hand, for some companies in the Japanese market, the disruption from the pandemic was a rare opportunity to build connections and work with “famous” and “prominent” influencers (Yadorigi), otherwise unavailable and unwilling to work for smaller campaigns during regular periods of an intensely competitive market. In Korea, by emphasising their creative ability, influencers progressed from being “mere PR tools” to becoming “active economic subjects of production” who now can play a key role in product planning for clients, mediating companies and consumers (S. Kim and Cho). The underpinning premise here is that influencers are tech-savvy and therefore competent in creating media content, forging relationships with people, and communicating with them “virtually” through social media. Reliance on Influencers to Boost Viewer/Consumer Traffic Across several industry verticals, brands relied on influencers to boost viewership and consumer traffic on their digital estates and portals, on the premise that influencers work in line with the attention economy (Duffy 234). The fashion industry’s expansion of influencer marketing was noticeable in this manner. For instance, Korean department store chains (e.g. Lotte) invited influencers to “no-audience live fashion shows” to attract viewership and advertise fashion goods through the influencers’ social media (Y. Kim), and Australian swimwear brand Vitamin A partnered with influencers to launch online contests to invite engagement and purchases on their online stores (Moore). Like most industries where aspirational middle-class lifestyles are emphasised, the travel industry also extended partnerships with their current repertoire of influencers or international influencers in order to plan for the post-COVID-19 market recovery and post-border reopening tourism boom (Moore; Yamatogokoro; J. Lee). By extension, brands without any prior relationships with influencers, whcih did not have such histories to draw on, were likely to have struggled to produce new influencer content. Such brands could thus only rely on hiring influencers specifically to leverage their follower base. The increasing demand for influencers in industries like fashion, food, and travel is especially notable. In the attention economy where (media) visibility can be obtained and maintained (Duffy 121), media users practice “visibility labor” to curate their media personas and portray branding themselves as arbiters of good taste (Abidin 122). As such, influencers in genres where personal taste can be visibly presented—e.g. fashion, travel, F&B—seem to have emerged from the economic slump with a head start, especially given their dominance on the highly visual platform of Instagram. Our analysis shows that media coverage during COVID-19 repeated the discursive correlation between influencers and such hyper-visible or visually-oriented industries. However, this dominant discourse about hyper-visible influencers and the gendered genres of their work has ultimately reinforced norms of self-presentation in the industry—e.g. being feminine, young, beautiful, luxurious—while those who deviate from such norms seem to be marginalised and excluded in media coverage and economic opportunities during the pandemic cycle. Including Newness by Shifting Format Preferences We observed the inclusion of newness in the influencer scenes in all three countries. By shifting to new formats, the previously excluded and lesser seen aspects of our lives—such as home-based content—began to be integrated into the “new normal”. There were four main shifts in format preferences, wherein influencers pivoted to home-made content, where livestreaming is the new dominant format of content, and where followers preferred more casual influencer content. Influencers Have Pivoted to Home-Made Content In all three country markets, influencers have pivoted to generating content based on life at home and ideas of domesticity. These public displays of homely life corresponded with the sudden occurrence of being wired to the Internet all day—also known as “LAN cable life” (랜선라이프, lan-seon life) in the Korean media—which influencers were chiefly responsible for pioneering (B. Kim). While some genres like gaming and esports were less impacted upon by the pivot, given that the nature and production of the content has always been confined to a desktop at home (Cheik-Hussein), pivots occurred for the likes of outdoor brands (Moore), the culinary industry (Dean), and fitness and workout brands (Perelli and Whateley). In Korea, new trends such as “home cafes” (B. Kim) and DIY coffees—like the infamous “Dalgona-Coffee” that was first introduced by a Korean YouTuber 뚤기 (ddulgi)—went viral on social media across the globe (Makalintal). In Japan, the spike in influencers showcasing at-home activities (Hayama) also encouraged mainstream TV celebrities to open social media accounts explicitly to do the same (Kamada). In light of these trends, the largest Multi-Channel Network (MCN) in Japan, UUUM, partnered with one of the country’s largest entertainment industries, Yoshimoto Kogyo, to assist the latter’s comedian talents to establish a digital video presence—a trend that was also observed in Korea (Koo), further underscoring the ubiquity of influencer practices in the time of COVID-19. Along with those creators who were already producing content in a domestic environment before COVID-19, it was the influencers with the time and resources to quickly pivot to home-made content who profited the most from the spike in Internet traffic during the pandemic (Noshita). The benefits of this boost in traffic were far from equal. For instance, many others who had to turn to makeshift work for income, and those who did not have conducive living situations to produce content at home, were likely to be disadvantaged. Livestreaming Is the New Dominant Format Amidst the many new content formats to be popularised during COVID-19, livestreaming was unanimously the most prolific. In Korea, influencers were credited for the mainstreaming and demotising (Y. Kim) of livestreaming for “live commerce” through real-time advertorials and online purchases. Livestreaming influencers were solicited specifically to keep international markets continuously interested in Korean products and cultures (Oh), and livestreaming was underscored as a main economic driver for shaping a “post-COVID-19” society (Y. Kim). In Australia, livestreaming was noted among art (Dean) and fitness influencers (Dean), and in Japan it began to be adopted among major fashion brands like Prada and Chloe (Saito). While the Australian coverage included livestreaming on platforms such as Instagram, Facebook, YouTube, Twitch, and Douyin (Cheik-Hussein; Perelli and Whateley; Webb), the Japanese coverage highlighted the potential for Instagram Live to target young audiences, increase feelings of “trustworthiness”, and increase sales via word-of-mouth advertising (Saito). In light of reduced client campaigns, influencers in Australia had also used livestreaming to provide online consulting, teaching, and coaching (Perelli and Whateley), and to partner with brands to provide masterclasses and webinars (Sanders). In this era, influencers in genres and verticals that had already adopted streaming as a normative practice—e.g. gaming and lifestyle performances—were likely to have had an edge over others, while other genres were excluded from this economic silver lining. Followers Prefer More Casual Influencer Content In general, all country markets report followers preferring more casual influencer content. In Japan, this was offered via the potential of livestreaming to deliver more “raw” feelings (Saito), while in Australia this was conveyed through specific content genres like “mental or physical health battles” (Moore); specific aesthetic choices like appearing “messier”, less “curated”, and “more unfiltered” (Wilkinson); and the growing use of specific emergent platforms like TikTok (Dean, Forlani, Perelli, and Whateley). In Korea, influencers in the photography, travel, and book genres were celebrated for their new provision of pseudo-experiences during COVID-19-imposed social distancing (Kang). Influencers on Instagram also spearheaded new social media trends, like the “#wheredoyouwannago_challenge” where Instagram users photoshopped themselves into images of famous tourist spots around the world (Kang). Conclusion In our study of news articles on the impact of COVID-19 on the Australian, Japanese, and Korean influencer industries during the first wave of the pandemic, influencer marketing was primed to be the dominant and default mode of advertising and communication in the post-COVID-19 era (Tate). In general, specific industry verticals that relied more on visual portrayals of lifestyles and consumption—e.g. fashion, F&B, travel—to continue partaking in economic recovery efforts. However, given the gendered genre norms in the industry, this meant that influencers who were predominantly feminine, young, beautiful, and luxurious experienced more opportunity over others. Further, influencers who did not have the resources or skills to pivot to the “new normals” of creating content from home, engaging in livestreaming, and performing their personae more casually were excluded from these new economic opportunities. Across the countries, there were minor differences in the overall perception of influencers. There was an increasingly positive perception of influencers in Japan and Korea, due to new norms and pandemic-related opportunities in the media ecology: in Korea, influencers were considered to be the “vanguard of growing media commerce in the post-pandemonium era” (S. Kim and Cho), and in Japan, influencers were identified as critical vehicles during a more general consumer shift from traditional media to social media, as TV watching time is reduced and home-based e-commerce purchases are increasingly popular (Yadogiri). However, in Australia, in light of the sudden influx of influencer marketing strategies during COVID-19, the market seemed to be saturated more quickly: brands were beginning to question the efficiency of influencers, cautioned that their impact has not been completely proven for all industry verticals (Stephens), and have also begun to reduce commissions for influencer affiliate programmes as a cost-cutting measure (Perelli and Whateley). While news reports on these three markets indicate that there is some level of growth and expansion for various influencers and brands, such opportunities were not experienced equally, with some genres and demographics of influencers and businesses being excluded from pandemic-related pivots and silver linings. Further, in light of the increasing commercial opportunities, pressure for more regulations also emerged; for example, the Korean government announced new investigations into tax avoidance (Han). Not backed up by talent agencies or MCNs, independent influencers are likely to be more exposed to the disciplinary power of shifting regulatory practices, a condition which might have hindered their attempt at diversifying their income streams during the pandemic. Thus, while it is tempting to focus on the privileged and novel influencers who have managed to cling on to some measure of success during the pandemic, scholarly attention should also remember those who are being excluded and left behind, lest generations, cohorts, genres, or subcultures of the once-vibrant influencer industry fade into oblivion. References Abidin, Crystal. “#In$tagLam: Instagram as a repository of taste, a burgeoning marketplace, a war of eyeballs.” Mobile Media Making in an Age of Smartphones. Eds. Marsha Berry and Max Schleser. New York: Palgrave Pivot, 2014. 119-128. <https://doi.org/10.1057/9781137469816_11>. Abidin, Crystal, Jin Lee, Tommaso Barbetta, and Miao Weishan. “Influencers and COVID-19: Reviewing Key Issues in Press Coverage across Australia, China, Japan, and South Korea.” Media International Australia (2020). <https://journals.sagepub.com/doi/10.1177/1329878X20959838>. Bourdieu, Pierre. Distinction: A Social Critique of the Judgement of Taste. Cambridge, Mass.: Harvard UP, 1984. Cavanagh, Emily. “‘Snapchat Dysmorphia’ Is Leading Teens to Get Plastic Surgery Based on Unrealistic Filters.” Business Inside 9 Jan. 2020. <https://www.insider.com/snapchat-dysmorphia-low-self-esteem-teenagers-2020-1>. Cheik-Hussein, Mariam. “Brands Turn to Gaming Influencers as Lockdown Gives Sector Boost.” Ad News 21 Apr. 2020. <https://www.adnews.com.au/news/brands-turn-to-gaming-influencers-as-lockdown-gives-sector-boost>. Dean, Lucy. “Coronavirus Is Changing the Influencer World.” Yahoo! Finance. 3 Apr. 2020. <https://au.finance.yahoo.com/news/coronavirus-changing-social-media-225332357.html>. Duffy, Brooke Erin. (Not) Getting Paid to Do What You Love: Gender, Social Media, and Aspirational Work. Cambridge: Yale University Press, 2017. Forlani, Cristina. “What Brands Can Learn from Influencers to Remain Relevant Post-COVID-19.” We Are Social 13 May 2020. <https://wearesocial.com/au/blog/2020/05/what-brands-can-learn-from-influencers-to-remain-relevant-post-covid-19>. Glaser, Barney G., and Anselm L. Strauss. The Discovery of Grounded Theory: Strategies for Qualitative Research. Chicago: Aldine Publishing Company. 1967. Hall, Stuart, and Paul Du Gay. Questions of Cultural Identity. Sage, 1996. Han, Hyojung. “국세청, 20만명 팔로워 가진 유명인 등 고소득 크리에이터 ‘해외광고대가검증’ 나섰다 [National Tax Service Investigates High-Profile Creators’ Income Overseas].” Sejung Ilbo 24 May 2020. <http://www.sejungilbo.com/news/articleView.html?idxno=21347>. Hayama, Riho. “コロナがインスタグラムとインフルエンサーに与える影響 [The Influence of Covid on Instagram and Influencers].” Note 19 May 2020. <https://note.com/hayamari/n/n697a0ec332ee>. Kamada, Kazuki. “動画クリエイターが「公人」に。2020年はインフルエンサー時代の転換点となるか（UUUM鎌田和樹）[Video Creators as Public Figures: Will 2020 Represent a Turning Point for Influencers? (UUUM’s Kamada Kazuki)].” QJweb 8 May 2020. <https://qjweb.jp/journal/18499/>. Kang, Jumi. "[아무튼, 주말] 황금연휴라도 아직은… 사람 드문 야외, 여행 책방, 랜선 여행으로 짧은 여행 즐겨볼까 [[Weekend Anyway] Although It’s Holiday Season, Still... How about Joining the Holiday with a Short LAN-Cable Travel, Travelling Bookstores, and Travelling to Countryside?].” Chosun Daily 25 Apr. 2020. <http://news.chosun.com/site/data/html_dir/2020/04/24/2020042403600.html?utm_source=naver&utm_medium=original&utm_campaign=news>. Kim, Bokyung. “[코로나뉴트렌드] ‘집콕 3개월’...집밖에 안나가도 살 수 있어서 신기 [[COVID-19 New Trend] Staying Home for 3 Months: Don’t Need to Go Outside].” Yonhap News 26 Apr. 2020. <https://www.yna.co.kr/view/AKR20200425045300030?input=1195m>. Kim, Sanghee, and Chulhee Cho. "코로나 이후 인플루언서 경제·사회 영향력 더 커져 [Influencers' Socioeconomic Impact Increased in Covid-19 Era].” MoneyToday 28 Apr. 2020. <https://news.mt.co.kr/mtview.php?no=2020042614390682882>. Kim, Young-Eun. "[포스트 코로나 유망 비즈니스 22]실시간 방송으로 경험하고 손가락으로 산다…판 커진 라이브 커머스 [[Growing Business 22 in Post-COVID-19] Experience with Livestreaming and Purchase with Fingers].” Hankyung Business 19 May 2020. <https://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=101&oid=050&aid=0000053676>. Koo, Jayoon. "코로나 언택트시대… 유튜브 업계는 '승승장구' [Fast-Growing Youtube Industry in the Covid-19 Untact Era].” Financial News 24 Apr. 2020. <https://www.fnnews.com/news/202004241650545778>. Lu, Li, et al. “Forum: COVID-19 Dispatches.” Cultural Studies ↔ Critical Methodologies, Sep. 2020. DOI: 10.1177/1532708620953190. Lee, Jihye. “[포스트 코로나] ‘일상을 여행처럼, 안전을 일상처럼’...해외 대신 국내 활성화 예고 [[Post-COVID-19] ‘Daily Life as Travelling, Safety as Daily Life’... Domestic Travel Expected to Grow].” E-News Today 26 May 2020. <http://www.enewstoday.co.kr/news/articleView.html?idxno=1389486>. Makalintal, Bettina. "People All over the World Are Making Frothy 'Dalgona' Coffee, Thanks to Quarantine." Vice 20 Mar. 2020. <https://www.vice.com/en_us/article/bvgbk8/people-all-over-the-world-are-making-frothy-dalgona-coffee-thanks-to-quarantine>. Moore, Kaleigh. “Influencers’ Currency Has Increased during Covid-19 Crisis.” Vogue Business 13 Apr. 2020. <https://www.voguebusiness.com/companies/influencers-currency-has-increased-during-covid-19-crisis-marketing>. Noshita, Tomoyuki. “コロナ禍で変わるインフルエンサー活動と企業ニーズ［インタビュー］[Influencer Activity and Corporate Needs Changed by the Corona Disaster].” ExchangeWire 26 May 2020. <https://www.exchangewire.jp/2020/05/26/trenders-instagram/>. Oh, Eun-seo. "코트라, 중국·대만 6곳에 중소기업 온라인마케팅 전용 'K스튜디오' 오픈 [KOTRA Launches 6 ‘K-Studios’ in China and Taiwan for Online Marketing for SME].” Global Economics 16 May 2020. <https://news.g-enews.com/ko-kr/news/article/news_all/2020050611155064653b88961c8c_1/article.html?md=20200506141610_R>. Perelli, Amanda, and Dan Whateley. “How the Coronavirus Is Changing the Influencer Business, According to Marketers and Top Instagram and YouTube Stars.” Business Insider Australia 22 Mar. 2020. <https://www.businessinsider.com.au/how-coronavirus-is-changing-influencer-marketing-creator-industry-2020-3?r=US&IR=T>. Reid, Elise. “COVID-19 Could See Advertisers Move from Influencers to Streaming Sites.” Channel News 27 Apr. 2020. <https://www.channelnews.com.au/covid-19-could-see-advertisers-move-from-influencers-to-streaming-sites/>. Rowell, Andrew. “Coronavirus: Big Tobacco Sees an Opportunity in the Pandemic.” The Conversation 14 May 2020. <https://theconversation.com/coronavirus-big-tobacco-sees-an-opportunity-in-the-pandemic-138188>. Saito, Yurika. “コロナ禍で急増の「インスタライブ」。誰でも簡単に出来る視聴・配信方法 [The Boom of Instagram Live during the Pandemic: Anyone Can Easily Watch and Stream Content].” Forbes Japan 19 May 2020. <https://forbesjapan.com/articles/detail/34475>. Sanders, Krystal. “Perth Influencer Brooke Vulinovich Says Instagram Has Become ‘Lifeline’ for Small Businesses.” Perth Now 29 Apr. 2020. <https://www.perthnow.com.au/news/coronavirus/perth-influencer-brooke-vulinovich-says-instagram-has-become-lifeline-for-small-businesses-ng-b881533823z>. Stäheli, Urs, and Rudolf Stichweh. "Introduction: Inclusion/Exclusion–Systems Theoretical and Poststructuralist Perspectives." Inclusion/Exclusion and Socio-Cultural Identities, 2002. Stephens, Lee. “Why Influencer Marketing Will Win after COVID-19.” Ad News 9 Apr. 2020. <https://www.adnews.com.au/opinion/why-influencer-marketing-will-win-after-covid-19>. Tate, Andrew. “How Vanity Viral Marketing Ran Headlong into Coronavirus.” The New Daily 29 Apr. 2020. <https://thenewdaily.com.au/news/coronavirus/2020/04/28/how-vanity-viral-marketing-ran-headlong-into-corornavirus/>. Webb, Loren. “Brands Pivot Their Marketing Strategies in the Wake of the Coronavirus.” Dynamic Business 13 Mar. 2020. <https://dynamicbusiness.com.au/topics/news/brands-pivot-their-marketing-strategies-in-the-wake-of-the-coronavirus.html>. Wilkinson, Zoe. “Head to Head: Will the Economy of Celebrity and Influencer Endorsement Recover after the COVID-19 Crisis?” Mumbrella 28 Apr. 2020. <https://mumbrella.com.au/head-to-head-will-the-economy-of-celebrity-and-influencer-endorsement-recover-after-the-covid-19-crisis-625987>. Yadorigi, Yuki. “【第7回】コロナ禍のなかで生まれた光明、新たなアプローチによるコミュニケーション [Episode 7: A Light Emerged during the Corona Crisis, a Communication Based on a New Approach].” C-Station 28 Apr. 2020. <https://c.kodansha.net/news/detail/36286/>. Yamatogokoro. “アフターコロナの観光・インバウンドを考えるVol.4世界の観光業の取り組みから学ぶ、自治体・DMOが今まさにすべきこと [After Corona Tourism and Inbound Tourism Vol. 4: What Municipalities and DMOs Should Do Right Now to Learn from Global Tourism Initiatives].” Yamatogokoro 19 May 2020. Yoo, Hwan-In. "코로나 여파, 연예인·인플루언서 마케팅 활발 [COVID-19, Star-Influencer Marketing Becomes Active].” SkyDaily 19 May 2020. <http://www.skyedaily.com/news/news_view.html?ID=104772>. Appendix Open codes Axial codes 1) Brand leverage Targeting investors Targeting influencers Targeting new digital media formats Targeting consumers/customers/viewers Types of brands/clients 2) Industry shifts Brand preferences Content production Content format Follower preferences Type of Influencers Table 1: Full list of codes from our analysis

ABSTRACT This article examines the bioethical discourse on polygenic embryo screening (PES) in reproductive medicine in blogs and news stories published during 2021 in response to the first baby’s birth using polygenic risk scores (PRS) derived from genome-wide association studies. We further contextualize the findings by synthesizing the emerging peer-reviewed bioethics literature on the issue, which has emphasized considerations regarding the child-parent future relationship, equity of access, and the absence of professional guidelines. Our media content analysis has established that expert opinion was prominently featured in news coverage, with bioethicists and other academics contributing 38 percent of articles and providing extensive commentary on ethical, social, and policy implications in the articles written by journalists. The overall perspective towards the use of PES was primarily negative (59 percent of the articles), without significant differences in negativity and positivity between experts and science reporters. This indicates a shift from the predominantly neutral attitudes towards the technology in media discourse prior to its deployment in clinical settings. There is heightened awareness that offering these tests to prospective parents is unethical and can create unrealistic expectations, with the two most prominent arguments being uncertainty about the prediction accuracy of polygenic risk scores in this context (72 percent of the articles) and the potential of PES to lead to a eugenic future of human reproduction that normalizes the discrimination of people based on their genetics (59 percent of the articles). INTRODUCTION The possibility of using genetic technologies to engineer the perfect baby has long haunted the public imagination. While some techno-utopians have openly advocated for human genetic enhancement, many critics have warned that advances in DNA technology come with myriads of ethical dilemmas and potentially dangerous social consequences. Literary and cinematic works have offered dystopian visions of our genetic futures—from Aldous Huxley’s powerful socio-political fantasy in his book Brave New World (1932) to cult classics of sci-fi cinema, such as Blade Runner (1982) and Gattaca (1997), there has been no shortage of ominous predictions that genetic engineering would lead to a new form of eugenics, which would ultimately create new social hierarchies grounded on genetic discrimination. Moreover, concerns about the use of genetic and genomic technologies for social control have been entangled with deep philosophical questions about personal autonomy, the right of the child to an open future, and the morality of changing, improving, or redesigning human nature.1 The perennial debate on human enhancement was recently reignited with a new controversy over the use of pre-implantation screening of embryos using polygenic risk scores.2 While the profiling of IVF embryos to detect hereditary, monogenetic diseases has been widely accepted, some companies are now pushing the envelope with unrealistic promises of tests that can predict genetic possibilities for desirable traits such as a child’s intelligence, athletic ability, and physical appearance. One event that prompted a public outcry in late 2021 was news about the birth of the first baby from an embryo selected through polygenic testing, a girl named Aurea.3 Although the embryo screening in Aurea’s case was used to decrease the likelihood for certain health conditions, many commentators believed that it signaled a real possibility of embryo selection for non-medical reasons becoming a commercial procedure in the foreseeable future, especially in the largely unregulated US fertility market.4 In the past, there have been discrepancies in how ethical and policy issues arising from advances in reproductive medicine have been viewed by experts (e.g., bioethicists, philosophers, legal scholars) and presented in the news. Like other advances in medical genetics, gene editing and screening technologies have been frequently characterized by exaggeration, sensationalism, and hype around clinical possibilities.5 Moreover, news media have often amplified the anticipated health benefits of genetic testing while overlooking uncertainty associated with its clinical validity and emerging ethical concerns, as shown in a recent study of the media portrayal of non-invasive prenatal testing (NIPT).6 The issue of polygenic embryo screening (PES) initially gained traction in the media in 2017 when the New Jersey biotech startup Genomic Prediction made headlines with claims that its testing technology could identify and avoid implanting embryos with very low IQs.7 The company also claimed that it had the capability to identify embryos with high IQs, although it committed not to offer that procedure for ethical reasons.8 The media coverage of polygenic risk scoring of human embryos between 2017 and 2019 was previously analyzed in a study published in BMC Medical Ethics in September 2021.9 This media content analysis has established that while most news articles were neutral towards the technology, one of the most significant critiques raised by science reporters was the absence of solid scientific evidence for the technology’s predictive accuracy and its practical value in IVF settings. It has also identified five major ethical concerns articulated by science reporters that have also been addressed in the academic discourse and within broader policy debates on reproductive technologies: a slippery slope towards designer babies, well-being of the child and parents, impact on society, deliberate choice, and societal readiness. In this article, we examine the discourse on PES in bioethics blogs, opinion articles, and news stories published in 2021, with a specific focus on reactions to the birth of the first polygenic risk score baby. We compare the perspectives of experts and science reporters to establish their attitudes towards PES, the main ethical themes in press coverage, and the key issues highlighted for a future policy debate. We also juxtapose our findings to the previous study of media coverage to establish if the case of baby Aurea has raised any new issues and pressing ethical concerns. I. Polygenic Embryo Screening in Reproductive Medicine While complex diseases and human traits result from a combination of genetic, lifestyle, and environmental factors, genomic medicine is quickly gaining momentum, and demands for genetic tests in clinical practice have significantly increased. Scans and analyses of genomes from various populations, a research area known as genome-wide association studies, have enabled scientists and researchers to identify genetic differences or variants associated with a particular trait or medical condition. These variants can be combined into a polygenic risk score that predicts an individual’s traits or increased risk for a certain disease. For instance, PES have been used to predict a range of diverse common conditions, from diabetes and cancer to attention deficit issues10 and, in some cases, well-being in general.11 This testing modality relies on the probabilistic susceptibility of individuals to certain diseases to offer personalized medical treatments and inform therapeutic interventions. Polygenic embryo screening uses polygenic risk scores to assess an embryo’s statistical risks of developing diseases (e.g., cardiovascular diseases) and potentially traits (e.g., intelligence, athletic ability, among others) and is performed in an IVF setting. It is currently marketed by several US companies such as MyOme, OrchidHealth, and Genomic Prediction to prospective parents as a method to screen pre-implantation embryos for health and non-health related conditions and is accessible to those who can afford to pay for it. As stated in a recent report on companies bringing PES into reproductive medicine, Genomic Prediction has already made their test for polygenic disorders, LifeView, available to couples. In contrast, Orchid Health has only recently invited couples to an early-access program for their testing technology, and MyOme is still in the process of launching its own test.12 In September 2021, Bloomberg first reported the birth of baby Aurea using screening conducted by Genomic Prediction. She was born after her parents used IVF and subsequently PES to select from 33 candidate pre-implantation embryos in 2020.13 Aurea’s embryo was deemed to have the best genetic odds of avoiding conditions such as breast cancer, diabetes, heart disease, and schizophrenia in adulthood. It is worth noting that Genomic Prediction made the announcement almost one year following Aurea’s birth, thus delaying the media’s reaction to this development and the ensuing bioethical and policy debates. II. Ethical, Social, and Policy Implications Some important ethical, social, and regulatory considerations regarding the development and clinical use of PES have been raised within the academic community. The bioethics literature on the issue, however, appears rather thin, which is not surprising given that prior to 2021, the possibility of using this screening method in clinical practice was largely hypothetical. Other genomic technologies that have enabled polygenic embryo selection, such as whole-genome sequencing and pre-implantation genetic diagnosis, have received more attention from bioethicists, legal scholars, and Ethical, Legal, and Social Implications (ELSI) researchers. Our analysis of the emerging literature has shown that some proponents of PES advocate its current use and go as far as to suggest a permissive regulatory environment for the purpose of outpacing the ethical concerns and potential restrictions once the technology becomes widely available. This approach suggests that embryo selection should be allowed for or against any trait associated with higher odds for better health and well-being in general, often without further discussion of what accounts for wellbeing.14 Scholars applying the principle of procreative beneficence to defend the use of PES have also argued for regulation that addresses issues of justice and equality and expands access to the procedure for those who are currently unable to afford it. By contrast, opponents have argued that the clinical utility of this embryo selection method is yet to be proven, and its current use may create unrealistic expectations in parents, making it an unethical practice to offer the procedure as part of IVF treatments.15 They state that predictive models from PRS have been developed with data from genomes of adult populations. Therefore, extrapolating results for embryo screening, along with the absence of a research protocol to validate its diagnostic effectiveness, is dangerous and misleading.16 Another layer of complexity is added because PRS already faces many translational hurdles that would undermine its predictive value assessment for certain traits or diseases. Scientists have noted that PRS take into consideration the genetic component of a particular trait putting aside the effects of other non-genetic factors, such as lifestyle and environment, which might interfere and influence the calculation of these scores.17 Discussions on the ethics and societal implications of PES in the bioethics literature can be grouped into three distinct categories: 1) relational issues between parents and the future child (e.g., selection as identity-determining, concerns about the instrumentalization of children and the child’s right to an open future); 2) concerns about social justice and equality (e.g., fears about a new eugenics that establishes new social hierarchy, limited access to the technology due to its cost); and 3) implementation and regulatory concerns (e.g., lack of professional guidelines and advertising of PES by private companies). An important ethical implication of PES relates to the well-being of the future child and the way that selecting children based on their genetic make-up might negatively affect the parent-child relationship. This is in line with previously raised ethical concerns in the literature around cloning and pre-implantation genetic diagnosis that by choosing a child’s genetic predisposition, we are limiting to and, in some cases, denying their right to an open future. For instance, the future child’s options would be restricted if parents chose a genetic predisposition to musicality that might interfere with the child’s ability to make certain life choices.18 On a societal level, there are concerns PES may alter social perceptions of what is “normal” and “healthy,” resulting in discrimination and stigmatization of certain conditions.19 Related to this are fears about encouraging eugenic attitudes that can exacerbate discrimination against people with disabilities. Furthermore, one of the main ethical concerns raised is that the growing use of PES might exacerbate societal pressure to use this technology, influencing parents’ decisions to select the embryo with the “best” genetics giving rise to a generation of “designer babies.” 20 Finally, direct-to-consumer marketing and clinical introduction of the technology prior to the publication of professional guidelines and in the absence of scientific validity for its use, as well as without appropriate regulatory oversight, is seen as a premature step that might erode public trust.21 III. News Stories and Expert Commentary on Polygenic Embryo Screening in 2021 We conducted searches on google news using keywords such as “polygenic embryo screening,” “polygenic risk scores,” “baby Aurea,” and “embryo selection” and selected blogs and articles from major news sources (e.g., Washington Post, New York Times, Wall Street Journal, LA Times, Guardian, The Times, etc.). An additional effort was made to collect all relevant articles from prominent bioethics blogs such as the Hastings Center Bioethics Forum, Impact Ethics, Bioethics.net, Biopolitical Times (Center for Genetics and Society), among others. The time period for the study was one year, from January 1 to December 31, 2021. While most coverage occurred after the Bloomberg report on the birth of the first baby using PES, there were a number of news stories and blogs in response to a special report on embryo selection based on polygenic risk scores published in the New England Journal of Medicine on July 1, 2020.22 This report, which has received significant attention in the press, warns that companies that offer genetic services can create unrealistic expectations in health providers and prospective parents through their marketing practices. It has further emphasized the scientific uncertainty around the predictive results of PRS in the context of embryo selection. In general, our search has established that the news media coverage on PES over the past year has revolved around these two events – the NEJM Report and the announcement about the first baby born after PES. In total, we collected 29 publications, of which 12 were blog posts and 17 publications under the general category of “news,” including ten news articles, three opinion pieces/perspective articles, two press releases, and one radio broadcast transcript (see Supplementary Material). IV. Methods for content analysis We utilized an inductive-deductive process to develop coding categories for a systematic content analysis of the blogs and new articles. The first author undertook a close reading of the entire dataset to derive inductively recurrent themes and ethical arguments in the media representations of PES. Based on this preliminary analysis, both authors agreed on the categories for textual analysis. The coding book was further refined by using a deductive approach that incorporates themes that have been previously articulated in the scholarly literature on the issue, particularly questions about the perceived attributes of the test, ethical concerns, and emerging policy considerations. The following categories were used to analyze key issues and attitudes towards PES expressed by experts and science journalists: a. Claims that PES is unethical because it violates the future child’s autonomy. b. Concerns about PES as a step towards eugenics and/or genetic discrimination. c. Defenses of PES with arguments that parents have a duty to give the child the healthiest possible start in life (and reduce public health burden). d. Claims that the science behind PRS-based diagnostics is uncertain, and it will take some time to prove its clinical validity. e. Concerns about the equality of access to PES. f. Arguments that PES can exacerbate ethnic and racial inequality (e.g., that most polygenic scores are created using DNA samples from individuals of European ancestries and predictions may not be accurate in other populations). g. Arguments that PES provides health benefits and can help overcome genetic and health inequalities. h. Concerns about the negative impact that PES may have on the child-parent relationship. i. Arguments about the need for better regulatory oversight of PES. j. Suggestions that there is an urgent need for deliberation and debate on the societal and ethical implications of PES. k. Concerns that patients and clinicians may get the impression that the procedure is more effective and less risky than it is. l. Assessment of whether the article’s perspective towards the use of PES is positive, negative, or neutral. We used yes/no questions to detect the frequencies of mentions in each category, except on the last question, which required a more nuanced, qualitative assessment of the overall tone of the articles. We coded articles as “positive” when the authors viewed the technology favorably and emphasized its potential health benefits over its negative implications. Articles that did not condone the current use of PES and expressed strong concerns about the predictive accuracy of this testing method, its readiness for clinical use, and highlighted its controversial ethical and social implications were coded as “negative.” Finally, articles that simply presented information about the topic and quoted experts on the advantages and disadvantages of using PRS for embryo selection without taking a side or expressing value judgments were coded as “neutral.” Acknowledging the complex polysemic nature of media texts, we took into consideration that support or disapproval of PES may be implicit and expressed by giving credence to some experts’ opinions over others. Therefore, we coded articles that mostly cited expert opinion favorable to PES, or alternatively, presented such views as more credible, as “positive”, while we coded articles that emphasized critical perspectives as “negative.” V. Media Discourse and Expert Opinion On PES We found out that perspectives and opinions by experts were prominently featured in both news (17 articles) and blogs (12 articles). The blog posts in our dataset were written by university professors in bioethics (four articles), academics from other disciplines such as medicine, political science, psychology, human genetics, and neurobiology (four articles), and science journalists and editors (four articles). Furthermore, three of the news articles in influential newspapers and magazines such as The Wall Street Journal, The Washington Post, and The Scientific American were opinion articles or commentaries contributed by academics (e.g., a psychology professor, specializing in personality, individual differences, and behavior genetics, a sociology professor, and a director of research in a graduate program in human genetics). The remaining 14 news articles in our dataset were written by science reporters, editors, or other staff writers. Altogether, experts contributed 38 percent of the media coverage (11 articles) on the issue of PES and its wider societal implications. Experts’ comments were also heavily featured in the 18 articles written by science reporters and other media professionals, which accounted for 68 percent of the dataset. Of these articles, 17 extensively cited experts with academic and research backgrounds (professors and research scientists), seven articles quoted industry representatives (e.g., CEOs and spokespersons of Genomic Prediction and Orchid, other commercial developers), and four articles included opinions by parents seeking PES, particularly Aurea’s father, North Carolina neurologist Rafal Smigrodzki, who argued that a parent’s duty is to prevent disease in their child.23 The overall perspective towards the use of PES was mostly negative – 59 percent (17 articles) expressed negative attitudes, while 24 percent (seven articles) were positive and 17% (five articles) were neutral in tone and did not advance arguments in favor or against the technology and its adoption. However, we did not establish significant differences in negativity and positivity between experts and science reporters. For instance, 49 percent of the articles with negative attitudes were written by experts, while 53 percent were authored by science reports. Similarly, the articles by experts with positive perspectives on PES accounted for 13 percent of the dataset, while science reporters contributed 11 percent of the positive articles. VI. Major Themes and Issues The most discussed issue in media coverage was the prediction accuracy of polygenic risk scores and the uncertainties regarding the utility of these tests in embryo screening. Our analysis has established that 72 percent of the articles (21 out of 29) argued that the science behind PES-based diagnostics is uncertain, and it will take some time to prove its clinical validity. The second most frequently mentioned issue was the potential of PES to lead to a eugenic future of human reproduction. More than half of the articles (59 percent or 17 out of 29) raised concerns that PES could become a step towards a new form of eugenics that could eventually normalize the discrimination of people based on their genetics. Despite concerns about the accuracy of PES testing, many articles gave extensive attention to problems concerning equality of access to PES and related diagnostic services, with 49 percent of the articles (13 out of 29) expressing concerns that the procedure is currently offered at a high cost, it is not covered by health insurance plans, and people of lower socioeconomic status cannot afford it. Furthermore, 41 percent of the articles (12 out of 29) raise concern that the current use of PES reflects the existing ethnic and racial inequalities since most PES are created using DNA samples from individuals of European ancestries, and predictions may not be accurate in other populations. Although it has been reported that Genomic Prediction considers offering the procedure to parents of non-European ancestries, their messaging has suggested it would take a significant time to provide them with predictive models that are as relevant as those for European populations.24 The health benefits of this testing technology, its regulation, and the need for a wider debate on how to realize its promise in a responsible manner were also addressed, albeit to a lesser extent. The potential to overcome genetic and health inequalities by selecting healthy embryos with the best odds against diseases and chronic conditions was emphasized in 41 percent of the articles (12 out of 29). The regulation was a topic covered in 38 percent of the articles (11 out of 29), in which the authors argued that better regulatory oversight of PES is needed, especially in the present condition of an unregulated US market for genetic testing. Additionally, 38 percent suggested that there is an urgent need for deliberation and public debate on the societal and ethical implications of PES. Finally, the issue that patients and clinicians may get the wrong impression that the procedure is more effective and less risky was addressed in 31 percent (nine out of 29). We have established that critical issues about how PES may affect the well-being of the future child and the child-parent relationship have received less attention. For instance, only 17 percent of the articles (five out of 29) supported the clinical use of PES with arguments that parents have a moral obligation to give the child the healthiest possible start in life, a line of thought that is prominent in the bioethics literature on procreative beneficence and procreative autonomy.25 These authors also maintained that the technology has the potential to provide benefits to individuals and reduce the burden of disease and public health expenditure. Similarly, just 10 percent of the articles (three out of 29) expressed concerns about the negative impact that PES may have on the child-parent relationship by causing relational asymmetries between generations and limiting the autonomy of the future child. CONCLUSION Our content analysis has shown that the media discourse on PES and the birth of baby Aurea has been highly influenced by expert opinion. In fact, leading experts from bioethics and a range of other academic disciplines contributed 38 percent of the content in the form of blogs, opinion articles, and commentaries, published on prestigious bioethics fora and in the popular press. Furthermore, as our analysis has shown, science reporters have heavily relied on expert opinion in writing stories about the ethical challenges and societal implications of PES. One important finding of our study is the prevalence of negative attitudes towards the technology, as opposed to past media representations of PES, which had been neutral towards the technology.26 This change in attitudes is likely caused by the amplified voices of bioethics experts reacting to the first clinical use of the technology, which made hypothetical ethical dilemmas a very real possibility. As far as the thematic focus of media representations is concerned, the birth of the first baby using PES has raised ethical concerns similar to those highlighted in the literature on PES and embryo selection through pre-implantation genetic diagnosis, with the most prominent issue being the absence of robust scientific evidence for the predictive accuracy of PRS modeling and its practical value in IVF settings. Although the critical nature of media discourse can contribute to raising public awareness about the ethical acceptability of the technology, bioethicists should also examine the effect of economic forces and societal pressures to have a perfect child that may be driving prospective parents to seek such unproven genetic interventions. PES is an emerging niche in a large, unregulated market for genetic testing services that has the potential to shape the future of reproductive medicine, and there is an urgent need for a policy debate on how it can be developed responsibly and ethically. 1 J. Habermas, "The Debate on the Ethical self-Understanding of the Species," The Future of Human Nature (Oxford, UK: Blackwell Publishing, 2003): p. 16-100. 2 Polygenic risk scores (PRS) are used in personalized medicine to predict disease risk in different human populations, not necessarily for risk modelling in embryos. Polygenic embryo screening (PES), on the other hand, involves the clinical use of PRS modelling from genome-wide association studies of adult populations for selecting embryos with the lowest probability of developing certain health conditions in adulthood. It could potentially be used to select embryos with a higher probability for inheritance of certain physical traits or complex characteristics. 3 C. Goldberg, "Picking Embryos With Best Health Odds Sparks New DNA Debate," Bloomberg September 17, 2021. 4 D. Conley, "A new age of genetic screening is coming — and we don’t have any rules for it," The Washington Post June 14, 2021. 5 K. Kamenova, A. Reshef, and T. Caulfield, "Angelina Jolie's faulty gene: newspaper coverage of a celebrity's preventive bilateral mastectomy in Canada, the United States, and the United Kingdom," Genetics in Medicine 16, no. 7 (2014): 522-28. 6 K. Kamenova et al., "Media portrayal of non-invasive prenatal testing: a missing ethical dimension," Journals of Science Communication 15, no. 2 (2016): 1-19. 7 B. Talat, Choosing the "Smartest" Embryo: Embryo Profiling and the Future of Reproductive Technology, (Canadian Institute for Genomics and Society, March 14, 2019), https://www.genomicsandsociety.com/post/choosing-the-smartest-embryo-embryo-profiling-and-the-future-of-reproductive-technology8 E. Parens, S. P. Applebaum, and W. Chung, "Embryo editing for higher IQ is a fantasy. Embryo profiling for it is almost here.," Statnews, February 12, 2019. 9 T. Pagnaer et al., "Polygenic risk scoring of human embryos: a qualitative study of media coverage," BMC Medical Ethics 22, no. 1 (2021): 1-8. 10 E. L. de Zeeuw et al., "Polygenic scores associated with educational attainment in adults predict educational achievement and ADHD symptoms in children," American Journal of Medical Genetics. Part B, Neuropsychiatric Genetics 165b, no. 6 (2014): 51020. 11 A. Okbay et al., "Genetic variants associated with subjective well-being, depressive symptoms, and neuroticism identified through genome-wide analyses," Nature Genetics 48, no. 6 (2016): 624-33. 12 F. Ray, "Embryo Selection From Polygenic Risk Scores Enters Market as Clinical Value Remains Unproven," (December 22, 2021). https://www.genomeweb.com/sequencing/embryo-selection-polygenic-risk-scores-enters-market-clinical-value-remainsunproven#.YeVWzvhOk2w13 J. Savulescu, "The moral case for eugenics?," IAI News, September 28, 2021, https://iai.tv/articles/the-moral-case-for-eugenicsauid-1916. 14 S. Munday and J. Savulescu, "Three models for the regulation of polygenic scores in reproduction," Journal of Medical Ethics 47, no. 12 (2021): 1-9. 15 F. Forzano et al., "The use of polygenic risk scores in pre-implantation genetic testing: an unproven, unethical practice," European Journal of Human Genetics (2021). 16 Forzano et al., 1-3.; P. Turley et al., "Problems with Using Polygenic Scores to Select Embryos," The New England Jourmal of Medicine 385, no. 1 (2021): 78-86. 17 N. J. Wald and R. Old, "The illusion of polygenic disease risk prediction," Genetics in Medicine 21, no. 8 (2019): 1705-7. 18 M. J. Sandel, "The case against perfection: what's wrong with designer children, bionic athletes, and genetic engineering," Atlantic Monthly 292, no. 3 (2004): 50-4, 56-60, 62. 19 H. Haidar, "Polygenic Risk Scores to Select Embryos: A Need for Societal Debate," Impact Ethics (blog), November 3, 2021, https://impactethics.ca/2021/11/03/polygenic-risk-scores-to-select-embryos-a-need-for-societal-debate/. 20 Pagnaer et al., " 1-8. 21 Forzano et al., 1-8. 22 Turley et al., 78-86. 23 P. Ball, "Polygenic screening of embryos is here, but is it ethical?," The Guardian, October 17, 2021. 24 W. K. Davis, "A New Kind of Embryo Genetics Screening Makes Big Promises on Little Evidence," Slate, July 23, 2021, https://slate.com/technology/2021/07/prs-model-snp-genetic-screening-counseling.html. 25 J. Savulescu, "Procreative beneficence: why we should select the best children," Bioethics 15, no. 5-6 (2001): 413-26. 26 Pagnaer et al., 1-8.

PENDAHULUAN Stem cell sering disebut sebagai sel punca atau sel induk, bertanggung jawab atas regenerasi dan pemeliharaan jaringan serta memiliki karakteristik yang unik yaitu menghasilkan salinan dirinya dan keturunan sel yang berbeda ketika membelah.1 Stem cell yang berasal dari tumbuhan memiliki sifat membantu merangsang dan meregenerasi tanaman setelah cedera. Sifat unik plant stem cell telah menjadi bidang yang banyak diminati baru-baru ini, terutama dalam mengembangkan kosmetik baru dan mempelajari bagaimana ekstrak/phytohormone ini dapat mempengaruhi kulit. Usaha regeneratif yang dilakukan tumbuh-tumbuhan tidak hanya pada perbaikan jaringan akibat kerusakan, tetapi juga perkembangan tumbuhan yang baru.2,3Penuaan kulit merupakan suatu proses kompleks yang dipengaruhi faktor internal dan eksternal serta melibatkan seluruh lapisan epidermis dan dermis.4,5 Tujuan dari kosmetik antipenuaan modern adalah untuk memperbaiki tampilan kulit dengan menstimulasi dan meregenerasi proses fisiologis alami demi perbaikan kondisi kulit dan perlindungan dari berbagai faktor yang menyebabkan penuaan, terlepas berapapun usia sesungguhnya. Kandungan yang menarik perhatian adalah plant stem cell, telah dinyatakan memberikan efek proteksi terhadap stem cell manusia dengan cara menstimulasi regenerasi kulit dan mencegah proses penuaannya.4 Penuaan KulitPenuaan adalah proses biologis yang tak terhindarkan, kompleks dan dinamis yang ditandai dengan kemunduran progresif dari berbagai sistem pada tubuh dan penurunan kapasitas cadangan fisiologis.5 Kulit manusia mengalami dua jenis penuaan yaitu penuaan intrinsik dan ekstrinsik. Penuaan intrinsik mencakup serangkaian perubahan fisiologis bertahap yang merupakan konsekuensi dari waktu ke waktu dan dipengaruhi genetik dan hormonal. Penuaan ekstrinsik merupakan perubahan struktural dan fungsional yang disebabkan oleh faktor eksogen, terutama paparan sinar matahari (disebut juga photoaging), alkohol, merokok, malnutrisi dan lingkungan yang merugikan, namun dalam kondisi tertentu masih dapat dihindari.5-7Proses penuaan kulit intrinsik ditandai dengan adanya proses penuaan seluler, penurunan kapasitas proliferasi, penurunan kemampuan perbaikan deoxyribonucleic acid (DNA), stres oksidatif dan mutasi gen.8 Fungsi sawar kulit terganggu akibat perubahan struktur filamen keratin dan penurunan filagrin.Dalam hormonal, hormon seks terutama estrogen mempengaruhi sintesis kolagen, asam hialuronat, elastin dan komponen lain dari matriks ekstraseluler. Bersama-sama, ketiga komponen ini memberikan tampilan kulit yang sehat dan muda.Perubahan biokimia yang terjadi pada kolagen, elastin dan komponen dasar kulit menyebabkan penuaan kulit.5,9 Umumnya terjadi pada area kulit yang terlindungi dari paparan sinar matahari dengan klinis yang relatif lebih ringan, ditandai dengan tampilan kulit kering, pucat dan kendur dengan kerutan halus dan atau berbagai bentuk neoplasma jinak.10Sumber terbesar penuaan ekstrinsik adalah akumulasi dan paparan sinar matahari pada area yang tidak terlindungi seperti wajah, leher, dada dan lengan ekstensor. Faktor lain yang berpengaruh adalah merokok, terbukti kadar matrix metalloproteinase-1 (MMP-1) lebih tinggi pada perokok.5,6 Diet nutrisi seimbang memperlambat penuaan dengan menyediakan nutrisi, air dan oksigen yang diperlukan sel dalam pembelahan, mengirimkan informasi dan memperbaiki kerusakan.5 Photoaging atau penuaan kulit dini merupakan istilah yang digunakan untuk menggambarkan klinis dan histologi akibat paparan sinar matahari kronis.5-7,11 Peningkatan kerusakan dan penurunan produksi kolagen adalah landasan dari photoaging, ditandai dengan penampilan kulit yang kasar, kerutan, warna kulit menjadi pudar, telangiektasis, pigmentasi tidak merata, dan berbagai lesi jinak, premaligna dan neoplasma ganas.5,9-11 Stres oksidatif dan penuaanSalah satu teori penuaan melibatkan proses penuaan seluler atau apoptosis sekunder adalah stres oksidatif. Stres oksidatif merupakan kondisi ketidakseimbangan antara reactive oxygen species (ROS) dengan mekanisme antioksidan. Pertahanan antioksidan sistem enzimatik dan non-enzimatik pada kulit cenderung melemah seiring bertambahnya usia.5,10 Kerusakan oksidatif menyebabkan peningkatan pembentukan faktor-faktor yang berhubungan dengan stres, kemudian memicu proses penuaan intrinsik. Misalnya, hypoxia-inducible factor dan nuclear factor ĸB menginduksi ekspresi sitokin interleukin 1, interleukin 6, vascular endothelial growth factor (VEGF) dan tumor necrosis factor α (TNFα), yang telah terbukti merupakan regulator proinflamasi dan modulator penghancuran MMP. Selain itu, kerusakan oksidatif terhadap protein seluler bersamaan dengan penurunan aktivitas proteasom sejalan usia membentuk akumulasi kerusakan protein yang dapat mengganggu fungsi seluler normal.5Stres oksidatif juga mampu memodifikasi telomer yang awalnya bertahan terhadap degradasi, fusi atau rekombinasi abnormal.3,5 Pemendekan telomer adalah hasil dari ketidakmampuan DNA polimerase untuk mereplikasi pasangan basa akhir kromosom. Ketika mencapai ambang "sangat pendek", sel akan mengalami penuaan proliferatif atau apoptosis. Mekanisme umum penuaan intrinsik dan photoaging disebabkan oleh gangguan struktur siklus putaran normal pada akhir telomer. Pemaparan ini kemudian mengaktifkan pensinyalan p53 yang mengarah pada peristiwa penuaan proliferatif dan apoptosis.5Penuaan kulit merupakan proses kompleks yang melibatkan seluruh lapisan epidermis dan dermis, mencakup denaturasi protein dan penurunan fungsi regeneratif stem cell.3 Penurunan fungsi stem cell epidermis telah diamati berhubungan dengan telomer yang lebih pendek, yang mengurangi potensi proliferatif sebagai respon terhadap paparan UV.5 Plant Stem CellKarakteristik plant stem cellSalah satu teori Weismann mengenai penuaan menjelaskan bagaimana organisme multiselular menua melalui germ line yang imortal dengan akumulasi kerusakan lebih didistribusikan pada sel somatik. Tumbuhan tidak secara jelas memisahkan mana germ line dan sel somatik, sehingga menjadi pertanyaan apakah teori penuaan berlaku untuk tumbuh-tumbuhan. Plant stem cell memiliki tampilan seperti germ line, sementara jaringan tumbuhan yang mati pada saat musiman, seperti daun dan xilem, memiliki sifat seperti sel somatik. Bagaimana sebuah tumbuhan dapat mencapai usia yang ekstrem, plant stem cell mungkin memegang kunci dalam hal ini karena tumbuhan memiliki pasokan stem cell terus menerus.12Stem cell dipertahankan secara terus menerus melalui mekanisme pembaruan diri yang terjadi di dalam niches stem cell atau dediferensiasi struktur dewasa. Sel-sel ini memunculkan organ baru sehingga memungkinkan bertahan dalam kondisi ekstrem. Sebuah studi mengenai model embriogenesis somatik menunjukkan sistem yang menarik yaitu regenerasi tanaman dari protoplas mesofil sebagai jenis sel yang terpapar dan berkemungkinan dapat mengakumulasi kerusakan lalu berdediferensiasi menjadi sel pluripoten. Contoh model protoplas dari sel-sel mesofil yaitu Arabidopsis, dapat diinduksi dengan menambahkan phytohormones cytokinin dan auksin. Akar dan pucuknya dapat beregenerasi dari callus untuk menghasilkan tanaman dewasa dan memungkinkan untuk digunakan dalam perangkat molekuler genetik yang tersedia. 12Plant stem cell dikelompokkan menjadi niches yang disebut meristem, terdiri atas primer dan sekunder. Meristem primer adalah meristem apikal (pucuk pertumbuhan batang dan akar), meristem interkalari (sisipan) dan meristem germ. Meristem sekunder adalah bagian lateral yaitu kambium (smear) dan phellogen serta bagian traumatik (callus). Pada meristem apikal pucuk batang, proliferasi dan diferensiasi plant stem cell dikendalikan oleh banyak faktor, termasuk proses siklus putaran reversibel negatif antara produk ekspresi gen, yaitu protein WUSCHEL (WUS) dan CLAVATA3 (CLV3). Protein WUS disekresi oleh sel-sel pusat organisasi dan merupakan sinyal untuk proliferasi stem cell, sedangkan protein CLV3 disekresikan oleh stem cell dan terbatas pada area  WUS. Kelebihan stem cell menyebabkan CLV3 berlebihan dan merangsang pengurangan sekresi WUS sehingga sinyal proliferasi menurun. Namun, jika jumlah stem cell terlalu rendah (defisit CLV3), maka WUS akan meningkatkan jumlah stem cell.2,13Meristem traumatik (callus) muncul pada bagian tumbuhan yang terlukai, paling sering berdiferensiasi menjadi kambium. Fenomena penciptaan callus pertama kali dijelaskan oleh ahli botani Austria, Gottlieb Heberlandt pada tahun 1902. Dia menyatakan bahwa sel tumbuhan mampu meregenerasi seluruh tanaman dan percobaan pada tahun 1958, wortel berhasil dikloning dari sel wortel yang dibudidayakan secara in vitro. Proses pembuatan callus adalah satu tahap embriogenesis sel-sel somatik (pembentukan zigot tanpa pembuahan) atau disebut juga tumbuhan mengalami dediferensiasi menjadi stem cell yang mampu menghasilkan jaringan baru atau bahkan seluruh organ. Penelitian menunjukkan bahwa sitokin bertanggung jawab dalam memproduksi batang dari callus, sedangkan auksin bertanggung jawab memproduksi akar.2,13 Contoh lain adalah pada pucuk akar Arabidopsis sp., bagian pusatnya tidak aktif bermitosis namun dikelilingi oleh stem cell yang membentuk bagian distal, lateral serta bagian sel akar proksimal.12Kemampuan diferensiasi plant stem cell untuk dediferensiasi kembali menjadi status pluripotensial saat ini banyak dimanfaatkan untuk menghilangkan gejala penuaan kulit pada manusia dalam bentuk sediaan perawatan kulit atau prosedur kosmetik. Teknologi kultur plant stem cellTeknologi kultur sel tumbuhan memastikan pertumbuhan sel tumbuhan, jaringan atau organ dalam lingkungan dengan nutrisi yang bebas mikroba dan memungkinkan untuk sintesis zat aktif biologis. Kultur ini memungkinkan akses dengan material bebas polusi, mikroorganisme atau toksin, mampu di setiap musim, dengan kandungan zat aktif yang hampir sama di setiap bagian.4 Teknik kultur sel tumbuhan dengan metode perbanyakan plant stem cell bertujuan mendapatkan metabolit tumbuhan.3 Dasar biologis di dalam semua tumbuhan adalah reservoir stem cell yang pluripoten dan sel-sel dengan kemampuan berdediferensiasi (pluripoten). Dengan nutrisi yang tepat, callus dapat tumbuh dalam kultur dan dengan menggunakan stimulasi hormon yang tepat, mungkin dapat menstimulasi regenerasi tumbuhan dewasa (disebut sebagai teknik reproduksi mikro).4,13Langkah pertama adalah memilih bahan tumbuhan yang tepat (buah, daun atau akar). Selanjutnya jaringan tumbuhan disterilisasi dan direduksi menjadi fragmen mikroskopis (disebut "eksplan"). Eksplan ditempatkan pada cawan petri beserta nutrisi solid. Kultur dibuat dalam kondisi gelap (tidak berfotosintesis) dan disuplai oleh zat sumber karbon dan energi organik (seperti sakarosa), phytohormone (auksin dan sitokin), vitamin serta unsur mikro dan makro. Kemudian dipilih turunan sel dengan karakteristik biokimia dan metabolisme terbaik (produktif dalam waktu pembelahan terpendek), stabil dan seragam.Selanjutnya pembesaran volume biomassa yang disebut "scaling". Kultur suspense beradaptasi secara bertahap dimulai dari tabung (volume 200 mL) hingga dalam bioreaktor (volume 100 L). Proses fermentasi dipantau dengan pengukuran kadar gula, konduktivitas, tingkat pH, densitas optik, vitalitas sel dan isi metabolit sekunder seperti, asam ursolat.3,4,14Tahap akhir dari fermentasi adalah pengolahan biomassa yang diawali dengan pencampuran konten kultur dalam suspense, yang terdiri atas liposom, phenoxyethanol (pengawet) dan antioksidan (asam askorbat atau tokoferol). Selanjutnya, dilakukan homogenisasi tekanan tinggi, di mana dinding stem cell dihancurkan, komponen yang dimasukkan dilepaskan secara bersamaan komponen lipofilik ditutup di dalam liposom (lecithin), sedangkan komponen hidrofilik dilarutkan dalam fase air. Produk yang diperoleh adalah likuid berwarna kekuningan dan amber. Solusio ini berasal dari perusahaan Swiss Mibelle AG Biochemistry dan menamakan teknologi mereka PhytoCellTecTM (PCT).3,4,14,15   Plant stem cell versus ekstrak plant stem cellTerminologi merupakan hal yang sangat penting dalam hal penegasan cosmeceutical, yaitu pemahaman bahwa ketika istilah “plant stem cell” digunakan sebagai komposisi, sebenarnya mengacu pada ekstrak dari plant stem cell. Banyak perusahaan perawatan kulit mempromosikan produk mereka dengan mengklaim memanfaatkan teknologi stem cell.Ekstrak dari plant stem cell tidak dapat bertindak dengan cara yang sama seperti stem cell yang hidup.3 Menggabungkan ekstrak plant stem cell di dalam zat pembawa yang dapat membantu sel menembus hingga ke dalam kulit untuk memberikan manfaat kosmetik yang sebenarnya memerlukan teknologi yang tepat untuk mendapatkan potensi yang melekat dalam sediaan perawatan kulit.3,14Dengan pengaturan sedemikian rupa, kultur sel tumbuhan terdediferensiasi dapat mewarisi beberapa modifikasi epigenetik yaitu karakteristik biosintesis dan pertumbuhan jaringan yang sangat heterogen. Fakta ini memungkinkan untuk menghasilkan turunan sel tumbuhan dengan jumlah hampir tak terbatas dengan sifat phytochemical yang unik dan karakteristik tumbuh yang hampir sama dengan yang digunakan untuk inisiasi. Istilah “plant stem cell” dalam komposisi kosmetik sebenarnya mengacu pada kultur callus atau suspensi sel yang didapatkan dari ekstrak kultur sel tumbuhan yang berdediferensiasi ditambah solusio berteknologi tinggi yang mampu mempertahankan potensinya.14 1. 2. Ekstrak Plant Stem Cell sebagai Antipenuaan KulitEkstrak plant stem cell sebagai terapi regeneratif kulit Ekstrak terbaik dapat diperoleh dari plant stem cell yang biji atau buahnya mampu mempertahankan kesegaran dan reproduksibilitas dalam jangka waktu yang lama. Faktor penting yang harus dipertimbangkan selama pemilihan tanaman adalah habitatnya dalam kondisi lingkungan yang sulit atau kemampuannya untuk "menyembuhkan" tanaman lainnya.5 Pelopor dalam memproduksi plant stem cell untuk industri kosmetik adalah Mibelle AG Biochemistry company (Swiss), yang mengimplementasikan stem cell buah apel (PhytoCellTecTM Malus Domestica) dan dipublikasi pada tahun 2008. Pada studi klinis menggunakan krim PhytoCellTecTM Malus Domestica 2% selama 4 minggu, kerutan pada wajah berkurang.3 Sejak saat itu, Mibelle AG Biochemistry telah memperkenalkan ekstrak dari plant stem cell Vitis vinifera (PhytoCellTecTM Solar Vitis), Saponaria pumila (PhytoCellTecTM nunatak®) atau Argania spinosa (PhytoCellTecTM Argan) di pasar dalam bentuk suspensi yang memberikan efek antikerut serta meningkatkan aktivitas stem cell epidermis.21 Selain itu, terdapat bukti yang menunjukkan auksin tanaman memiliki efek regulasi terhadap panjang telomer.4Penting diketahui bahwa plant stem cell sangat sensitif terhadap faktor eksternal, seperti cahaya atau suhu. Dalam produk kosmetik, agar mereka dapat bertahan maka digunakan dalam bentuk ekstrak yang larut dalam lipid (diekstraksi dengan minyak) dan larut dalam air (diekstraksi dengan gliserol), ekstrak bubuk (dengan maltodekstrin), liposom, nanoemulsi atau suspensi.4,14 Aktivitas antioksidan dari ekstrak plant stem cellSeperti yang telah disebutkan di atas, radikal bebas dianggap sebagai senyawa aktif yang paling berperan dalam proses penuaan kulit. Ia merusak DNA dan membantu dehidrogenasi, hidroksilasi dan glikasi protein selain merusak lipid di stratum korneum. Akibatnya, kulit kehilangan elastisitas dan kapasitas dalam mengatur transepidermal water loss (TEWL) serta replikasi sel kurang efisien. Oleh karena itu, antioksidan adalah bahan baku penting dalam cosmeceutical.4 Ekstrak dari plant stem cell merupakan sumber senyawa antioksidan yang sangat baik, seperti polifenol, asam phenolic, flavonoid, triterpenes, karotenoid, stilbenes, steroidal saponin dan peptide.14Goutzourelas et al. mempelajari efek antioksidan senyawa phenolic dari ekstrak stem cell anggur (Vitis vinifera) pada sel endotel dan otot.Terapi ekstrak stem cell anggur konsentrasi rendah mampu meningkatkan status redoks sel. Trans-resveratrol, asam gallic, (+)-catechin, asam ferullic, asam caffeic, quercetin, asam coumaric dan kaempferol merupakan bahan utama aktivitas antioksidan dari ekstrak stem cell anggur. Sumber lain yang kaya senyawa phenylpropanoid, terutama isoverbascoside adalah ekstrak kultur sel daun Syringa Vulgaris.4,14 Tito juga melaporkan bahwa ekstrak stem cell tomat memiliki kandungan asam rutin, coumaric, protocatechuic dan chlorogenic yang lebih tinggi dari pada buah tomat dan memiliki kemampuan antioksidan lebih tinggi. Aktivitas antioksidan yang tinggi dari ekstrak stem cell raspberry juga telah dilaporkan oleh Barbulova dan rekannya. Selain senyawa polyphenolic, ditemukan juga banyak kandungan asam ferulic dan quercitin ramnoside.4Studi Bazylak dan Gryn membandingkan beberapa ekstrak plant stem cell dalam total konten polyphenolic dan scavenging radikal diphenyl picrylhydrazin (DPPH) pada ekstrak stem cell paper mulberry (Brussonetia kazinoki), anggur (Vitis vinifer), magnolsi (Magnolia sieboldii), teh hijau (Camelia sinensis), ginseng putih (Panax ginsgen) dan ginseng hidroponik. Hasilnya menunjukkan semua ekstrak memiliki aktivitas antioksidan serta yang paling tinggi dan efektif adalah teh hijau dan ginseng putih.3,17 KinetinSalah satu agen terpenting yang memberikan sifat antipenuaan pada ekstrak plant stem cell adalah kinetin (N6-furfuryladenine), suatu phytohormone cytokinin. Kinetin merupakan salah satu basa purin asam nukleat turunan adenin.18,19 Kinetin terbentuk secara alami dalam plant stem cell, misalnya, pohon pinus Australia (Casuarina equisetifolia) atau gingergrass (Cymbopogon martinii var. Motia). Konsentrasi kinetin yang sangat tinggi ditemukan dalam stem cell lemon (Citrus limon) dan raspberry (Rubus chamaemorus).4Kinetin dianggap sebagai antioksidan alami terkuat. Ia terlibat dalam induksi sintesis enzim regeneratif dan membentuk senyawa kompleks dengan ion tembaga (II) dan mengaktifkan superoksida dismutase. Kinetin juga melindungi DNA sel dengan menghambat pembentukan 8-oxo-dG, penanda kerusakan oksidatif yang terbentuk dari reaksi Fenton.18-21Faktor pertumbuhan alami ini adalah agen yang tepat untuk merangsang stem cell kulit. Menurut penelitian, ia memperbaiki fungsi sawar pada lapisan spinosum epidermis, merangsang keratinosit, menurunkan TEWL, yang memperbaiki pigmentasi dan mengurangi kerutan permukaan. Efek antipenuaan dari kinetin juga telah terbukti bermanfaat pada sel-sel endotel kulit yaitu dengan cara mengaktifkan proliferasi sel, menghambat penuaan sel dan menstimulasi zat-zat substansi proliferasi dan metaboliknya.4,20,21 SIMPULANTumbuhan memiliki umur panjang karena stem cell-nya mampu berdediferensiasi menjadi pluripoten dan dapat dimanfaatkan guna menghambat penuaan kulit manusia. Penggunaan plant stem cell memerlukan teknologi yang tepat agar mendapatkan potensi yang diharapkan dalam sediaan perawatan kulit. Ekstrak dari plant stem cell merupakan sumber senyawa antioksidan yang sangat baik seperti polifenol, asam phenolic, flavonoid, triterpenes, karotenoid, stilbenes, steroidal saponin dan peptida. Efek yang ditimbulkan adalah stimulasi fibroblas, perbaikan epidermis, perbaikan DNA sel serta melindungi kulit dari paparan sinar UV dan stres oksidatif sebagai antioksidan. Dibutuhkan penelitian lanjutan untuk menilai efektifitas dan keamanan ekstrak plant stem cell sebagai antipenuaan kulit. DAFTAR PUSTAKASlack JMW. What is a Stem Cell?. Dalam: The Science of Stem Cells. United States: John Wiley & Sons;2018.h.1-11.Fehér A. Somatic embryogenesis—stress-induced remodeling of plant cell fate. BBA-Gene Regulatory Mechanisms. 2015;1849(4):385-402.Trehan S, Michniak-Kohn B, Beri K. Plant stem cells in cosmetics: Current trends and future directions. FSOA. 2017;3(4):FS0026.Miastkowska M, Sikora E. Anti-Aging Properties Of Plant Stem Cell Extracts. 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Oxidative stress in aging human skin. Biomolecules. 2015;5(2):545-89.Singh J, Chopra D, Dwivedi A, Ray RS. Photoaging. Dalam: Photocarcinogenesis & Photoprotection. Singapore: Springer; 2018.h.65-75.Dijkwel PP, Lai AG, Hypothesis: Plant stem cell hold the key to extreme longevity. TMA. 2019;3:14-6.Moru´s M, Baran M, Rost-Roszkowska M, Skotnicka-Graca U. Plant stem cells as innovation in cosmetics. Acta Poloniae Pharmaceutica. 2014;71(5):701-7.Georgiev V, Slavov A, Vasileva I, Pavlov A. Plant cell culture as emerging technology for production of active cosmetic ingredients. EngLifeSci. 2018;18(11):779-98.Pavlović M, Radotić K. Cultured Plant Stem Cells as a Source of Plant Natural Products. Dalam: Animal and Plant Stem Cells. Cham: Springer;2017.h.211-216.Goutzourelas N, Stagos D, Spanidis Y, Liosi M, Apostolou A, Priftis A, et al. Polyphenolic composition of grape stem extracts affects antioxidant activity in endothelial and muscle cells. Mol. Med. 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