Artigos de revistas sobre o tema "News-reels"

Instagram memiliki banyak fitur, salah satunya adalah fitur Instagram Reels yang kini menjadi cara penyebaran berita dalam format multimedia. Penelitian ini bertujuan untuk mengetahui motif khalayak dalam mengakses konten berita di Instagram Reels @narasinewsroom dengan menggunakan teori uses and gratifications 2.0 yang memiliki tipologi Model MAIN (Modality, Agency, Interactivity dan Navigability) oleh Sundar Limperos (2013). Dengan menggunakan metode survei deskriptif, peneliti mengolah data dari 348 responden yang tergabung dalam audiens Instagram @narasinewsroom. Hasil penelitian ini menunjukkan bahwa motif navigabilitas menjadi alasan paling kuat yang mendorong khalayak untuk mengkonsumsi media karena merasa dapat menjelajahi semua informasi yang ada di Instagram Reels @narasinewsroom dan memiliki keleluasaan dalam bernavigasi di platform tersebut. Disusul motif interaktivitas di urutan kedua, motif modalitas di urutan ketiga, dan motif agensi di urutan terakhir. Selain itu, temuan ini juga menyimpulkan bahwa fitur-fitur yang ada di Instagram yaitu Instagram Reels mampu memenuhi motif audiens ketika mengakses berita di Instagram. Instagram has numerous features, one of which is the Instagram Reels feature, now utilized as a means to distribute news in a multimedia format. This study aims to determine audience motives for accessing news content on Instagram Reels @narasinewsroom, employing The Uses and Gratifications 2.0 theory, which incorporates the MAIN Model (Modality, Agency, Interactivity, and Navigability) developed by Sundar Limperos (2013). Using a descriptive survey method, researchers processed data from 348 respondents who comprise the audience of Instagram @narasinewsroom. The study's results indicate that the navigability motive is the most potent reason that encourages audiences to consume the media, as they feel capable of exploring all the information on Instagram Reels @narasinewsroom and enjoy flexibility when navigating the platform. Interactivity motives rank second, followed by modality motives in third place, and agency motives in last place. Additionally, this finding concludes that Instagram's features, particularly Instagram Reels, effectively fulfill audience motives when accessing news on the platform.

The production, distribution, and consumption of news have undergone fundamental changes, with social media providing an essential point of access to information. On these digital platforms, visual content has become increasingly important for the media sector. Nowadays, social media are a bridge for obtaining information, particularly on Instagram reels. The objective of this study was to investigate how news organisations make visual information available to the public, in particular the way in which reels are being used on social media. The profiles of three Portuguese national newspapers on the Instagram social network are analysed using a quantitative and qualitative approach. The variation of followers, the differences and similarities in the strategies used to distribute reels and how short videos are included to engage the target audience are analysed over the period. The way in which different journalistic genres are integrated into social media for the distribution of news is also presented, relating it to changes in communication management with the use of reels. The findings of this study suggest that social networks’ influence on journalistic management and practices is changing digital journalism.

The article aims to distinguish the features of the language used to describe traditional Japan in the media discourse of the 1920s British newsreels. This becomes possible thanks to a modern trend of digitizing reels from the archives of companies which were involved in production and distribution of films at that time. In this paper, I consider reels of Pathé News, Gaumont Graphic, and Empire News Bulletin. At the present time, open access to video footage is provided by British Pathé Internet archive, therefore it served as a basis for my source database. The language for describing traditional Japan was derived from the media discourse of newsreels, or, in other words, their linguistic space, which determined the possibilities and limitations of expressive means; this is why considerable attention is paid to the reconstruction of this language. For this purpose, I address the multifaceted context of newsreel production. The article raises questions of authorship, motives, goals and objectives of newsreels, its audience and ideological content. In order to analyze the means for describing traditional Japan, I choose films in which discursive markers of Japanese culture are present: Japanese costumes, samurai and geisha, Shinto temples, cherry blossoms, chrysanthemums, summer umbrellas, wooden sandals, ritual practices, etc. Judging by the patterns used, British newsreels of that period reproduced the Western tradition of describing Orient as an ahistorical space in which ancient customs were preserved. At the same time, newsreels modified this Orientalist discourse by accentuating Western influence on Japan, giving it some temporality by placing it in the conventional context of modern civilization.

Misinformation warnings have become the de facto solution for fighting fake news online. Our study brings attention to the challenge of developing effective misinformation warnings on short video-sharing platforms. We conducted semi-structured interviews with the think-aloud protocol to understand how users interact with and perceive misinformation warnings, specifically the interstitial and contextual warnings adopted by TikTok and Instagram Reels. We recruited 28 regular users of TikTok and Instagram Reels for this study. We contribute to the evolving scholarship on social media misinformation mitigation by casting light on nuanced participant interactions with and perceptions of misinformation warnings and how these interactions and perceptions influence the perceived accuracy of short video content. Our findings are threefold. First, the present study shows that specific contextual warnings do not always elicit behavioral adherence but can alert users to be vigilant about misinformation. Second, users' perceptions of interstitial and contextual warnings are influenced by the warning's explicitness and the risk level of the misinformation. Third, we identify the least and most effective/favored warning designs to help make accuracy judgments according to the participants. To this end, our findings have implications for improving the design of misinformation warnings on short video-sharing platforms.

The advancement of information technology is rapidly transforming corporate communication activities. Social media platforms like Instagram have become a practical alternative for companies to promote a social movement, as demonstrated by the Instagram account @travelxism. This research aims to understand how digital activism efforts for sustainable tourism are carried out by the Instagram account @travelxism through Voluntrip activity content. The research method employed is qualitative with a case study approach. The research findings indicate that the practice of digital activism in fostering sustainable tourism through Voluntrip activities includes the following: 1) Build a social media account that focuses on environmentally friendly travel by utilizing the feeds, stories, highlights, reels, and mentions features; 2) Implementing the concept of sustainability, which includes volunteerism, charity, news, and visual action; 3) Optimizing visual actions that contain sustainable management, social-economy, culture, and environmental content; 4) Voluntrip content is uploaded regularly 3-4 times a week during prime time.

The advancement of information technology is rapidly transforming corporate communication activities. Social media platforms like Instagram have become a practical alternative for companies to promote a social movement, as demonstrated by the Instagram account @travelxism. This research aims to understand how digital activism efforts for sustainable tourism are carried out by the Instagram account @travelxism through Voluntrip activity content. The research method employed is qualitative with a case study approach. The research findings indicate that the practice of digital activism in fostering sustainable tourism through Voluntrip activities includes the following: 1) Build a social media account that focuses on environmentally friendly travel by utilizing the feeds, stories, highlights, reels, and mentions features; 2) Implementing the concept of sustainability, which includes volunteerism, charity, news, and visual action; 3) Optimizing visual actions that contain sustainable management, social-economy, culture, and environmental content; 4) Voluntrip content is uploaded regularly 3-4 times a week during prime time.

Currently Instagram is developing into a platform for exchanging information. Many users use Instagram to share information, as well as find information. The Instagram account @wonosobozone is one of the accounts that provides local information content about Wonosobo Regency. The Instagram account @wonosobozone also uploads national and international news with various rubrics. All information uploaded by the Instagram account @wonosobozone in an interesting way in the form of feed, story, and video content (reels and IGTV). The purpose of this research is to determine whether there is an effect of the content of the @wonosobozone Instagram account on meeting the information needs of followers. This study uses the concept of information needs and Instagram content which includes feed posts, stories, story highlights, IGTV videos, and guides. The research uses quantitative methods. The research sample was taken from 100 respondents who are followers of the Instagram account @wonosobozone with a random sampling technique. Data collection is done by distributing questionnaires to Instagram followers @wonosobozone. The data analysis techniques used in this study were normality test, correlation test, simple linear regression test, coefficient of determination test and hypothesis testing using SPSS 25. The results of the study prove that @wonosobozone's Instagram content has a significant influence on meeting the information needs of followers by 68,3%. While the remaining 31,7% is influenced by other factors not discussed in this study.

Mass media have long used social platforms to distribute and promote their content, and it is also an opportunity to attract new readers and advertisers. Women's online media also actively use various social platforms to inform their readers about the latest news about fashion, beauty, teach them how to take care of their bodies and share important topics. One of the best content sharing platforms for women is Instagram. This social network is one of the most popular platforms in the world. It gained popularity not only among people of the younger generation, but also among the older generation. These social platforms are best suited to tell about what interests women with the help of photos and short videos. Ukrainian women's online media distribute their content on the social network Instagram using regular posts, reels, live broadcasts and stories. The results of the study showed that most often in 2023 mass media published posts with photos and stories, and did not use live broadcasts. For content analysis, the Instagram pages of such Ukrainian women's online media as: «Ukrainky», «Divocze. Media», «Wonderzine Ukraine», «4 Mama», «Beauty HUB» and «Lemonade». After analyzing their content on the social network, it was possible to find out which topics are covered most often on their pages, who they write about and how they present information to their readers. The study showed that in addition to purely such «female content» (about hairstyles, makeup, clothes, etc.), the media raise serious topics about health, domestic and sexual violence, and also often write about women in the army and call for donations to support the Ukrainian army. Mass media «Ukrainki», «Divocze. Media», «Wonderzine Ukraine», «4 Mom», «Beauty HUB» actively maintained their pages on the Instagram social network in 2023, and «Lemonade» published only two posts during the year. During the study, 1709 posts were analyzed.

Abstract A magnitude 5.2 earthquake hit Cianjur Regency, West Java, Indonesia on November 21, 2022, killing more than 300 people, leaving many more missing, and damaging more than 60,000 houses which caused thousands of people to be displaced from their homes. Significant seismic activity was recognized in 1699, 1834, 1879, and 1900 near Cianjur in West Java. The news quickly hit social media, with some responding in group chats, feeds, reels, and literature reviews shared via other social media claiming that the Cimandiri Fault had caused the event. Moreover, discussions were featured in webinars and on national television. However, this information was based solely on limited information and prior knowledge of the area without further analysis of the actual data. New satellite data was uploaded via social media a few days later. This update soon reduced online discussion about the Cimandiri Fault. There was further evidence of a previously buried fault between the Cimandiri Fault and the Gede Pangrango Range, 12 km north of the estimated location of the Cimandiri Fault. Our field observations indicate that this fault caused most of the rupture in this region. Socially, the earthquake event also caused immediate problems in the local community. There have been incidents of earthquake survivors, donors, and people taking advantage of the situation. Blockades were everywhere, and those claiming to be survivors demanded that oncoming donation fleets be stopped, and all donations abandoned. These incidents have hampered efforts to distribute aid to the most remote areas. As a result, survivors who had taken refuge far from major logistical lines were left stranded. Heartless selfies and video content created in the face of grieving communities are everywhere and create a rift between survivors and donors. The recent Cianjur earthquake has taught us how important it is to understand the geological phenomena behind our homes and the effect of information and misinformation via social media. While social media serves as a valuable tool for rapid information dissemination during disasters, verifying information from reliable sources and encouraging responsible usage of social media platforms is essential. Effective filtering of information becomes pivotal to combat misinformation in developing more resilient communities, safeguarding lives, and minimising the impact of the disaster.

Background Social media has rapidly become one of the main avenues for news and communication among those with access to technology. Nearly 60% or 4.7 billion people worldwide use social media. Different social media networks provide users with a barrage of posts, opinions, and transformations. With this noticeable uptick in physician and patient education usage of social media, exploration of the impacts of social media on patient education in dermatology is crucial. Objective The goal of this narrative review was to evaluate existing peer-reviewed literature examining the use of social media for patient education in dermatology and to establish trends and implications. Additional attention was given to different social media sites, and potential differences in modalities of posts such as short-form videos on TikTok and Instagram Reels, long-form videos on YouTube, and infographics on Twitter, Instagram, and Facebook. Methods PubMed, Access DermatologyDxRx, and Scopus searches of peer-reviewed publications were performed to discover articles with social media and patient education keywords in combination with other health care–relevant or dermatology-relevant keywords. Subsequently, the screening of these studies was performed by the author who has experience with education and research experience in health care, dermatology, social media, and telehealth. Ultimately, the selected articles were summarized through qualitative analysis of key points and presented for further discussion. Results Through this narrative review, the researcher was able to identify several publications focusing on dermatology and social media. Some common subject areas included the use of social media for the promotion of private dermatology practices, residency programs, and research journals. So long as providers, such as dermatologists, take ethical considerations into account, these platforms can provide patients with curated educational content. In addition, several publications emphasized the use of social media as a form of patient education on dermatologic conditions but also as a source of misinformation. Conclusions This narrative review illuminated the use of social media as a form of patient education for dermatology, with its applications addressed across many demographics and situations. As social media platforms continue to update their algorithms, content filters, and posts, social media may become a reputable form of patient education in dermatology. Future studies and innovations should continue to explore innovations in this space, the efficacy of different modalities of posts, and longitudinal differences in patient outcomes and health literacy.

Background: The declaration of COVID-19 as a public health emergency by the World Health Organization necessitated countries across the globe to implement response and mitigation measures. We aimed to assess the Nigerian government's response following six months of detection of COVID-19 in Nigeria. Methods: A narrative review of existing literature on the topic was done. The authors' opinion as experts supporting the COVID-19 pandemic response was included. The review and opinion were summarized, covering six months of the outbreak response in Nigeria. Results: Contact tracing commenced after identifying the index case of COVID-19 in Nigeria but has been faced with challenges such as inadequate equipment and shortage of funds. School closure was implemented barely three weeks after detecting the index case, but the resumption of terminal classes has been announced recently. The Nigerian government implemented restrictions on gatherings involving up to 11 people after three weeks following the detection of the index case of COVID-19. The lack of enforcement and supervision of gatherings and public events made many individuals disregard the restriction measures. Lockdowns on religious gatherings and public events have been recently eased nationwide, and regulatory measures have been put in place. The Nigerian government implemented bans on international travel from all countries, especially high-risk countries. However, the existence of porous borders limited success, which could have been obtained from the travel ban. Conclusion: COVID-19 mitigation measures should be implemented and reinforced as required nationwide and get provided the needed support. References World Health Organization. COVID-19 public health emergency of international concern (PHEIC) global research and innovation forum, 2020 February 12. In: WHO 2020. 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Available from: https://www.vanguardngr.com/2020/03/lagos-police-command-enforces-ban-on-social-gatherings-to-prevent-spread-of-coronavirus/ [Accessed on 26 August 2020]. Donohue JM, Miller E. COVID-19 and School Closures. JAMA. 2020;324(9):845-847. https://doi.org/10.1001/jama.2020.13092 Sahara Reporters. Nigerian government lifts ban on religious gatherings, reduces curfew hours. On 1 June 2020. In: Sahara Reporters. Available from: http://saharareporters.com/2020/06/01/nigerian-government-lifts-ban-religious-gatherings-reduces-curfew-hours [Accessed on 26 August 2020]. COVID-19: Lagos reels out guidelines for reopening of Mosques, Churches. On 6 August 2020. In: Vanguard. Available from: https://www.vanguardngr.com/2020/08/covid-19-lagos-reels-out-guidelines-for-reopening-of-mosques-churches/ [Accessed on 26 August 2020]. Vanguard. Porous borders, cause of rise in COVID-19 cases — FG. On 3 April 2020. In: Vanguard [internet]. 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Da‘wa through social media is considered one of the alternatives for reaching and guiding society on the teachings of Islam. Female preachers are actively engaging in utilizing this medium for da‘wa, particularly through Instagram. However, the primary challenge in da‘wa on Instagram lies in achieving a high reach for posts. One strategy to engage readers in news reporting is by employing the criteria of newsworthiness within posts. This research endeavors to investigate Instagram reels created by female celebrity preachers, evaluating their alignment with newsworthiness criteria based on views and likes. The study adopts a qualitative approach, conducting content analysis on 25 reels produced by five selected female celebrity preachers over a six-month period. This analysis is guided by the Discursive News Value Analysis theory proposed by Bednarek & Caple. Findings indicate that human interest emerges as the primary criterion, constituting 26% of the total reels examined. Following this, impact criteria account for 23%, with proximity criteria representing 20%. Timeliness criteria are observed at 16%, while conflict criteria rank the lowest at 15%. The study concludes by discussing recommendations for preachers, particularly on Instagram, aiming to enhance their effectiveness in reaching and engaging the target audience.

Youth in a country like India have undergone drastic lifestyle changes as a result of social media. Their engagement goes beyond just viewing or creating content. Since 230.25 million people use short videos, India is the biggest market for Instagram reels. Even after social activists, parents, and researchers point out a number of drawbacks, 54% of young people in India do not want to stop using social media, according to Pew Research (2012). The engagement ratio has also gone up to 800 likes on average (Daniel Ruby, 2022). In January 2022, India had 17.8% of its population using Instagram, among which the most frequent users were aged between 18 and 24. The use of social media reels among the Gen Z category has gone up. Hence, the present study tries to address the following objectives using a mixed-methods approach: a survey using a structured online questionnaire and a focus group discussion among students. The findings of the study would help media outlets market their news content to a wider audience on one side and develop the habit of consuming news among the Gen Z audience.

This paper sought to place a collection of newsreels from Pathé News about the Mau Mau rebellion in Kenya into the historical narrative of the revolt. The current understanding of the Mau Mau has not included a comprehensive discussion of the coverage of the group and the way that news of the revolt shaped the history that follows it. What was observed throughout the reels was an increasingly hostile propaganda campaign against the Mau Mau. This stronger rhetoric coincided with greater atrocities committed by the British as the war dragged on. The main findings of the paper were that the Mau Mau became a kind of “boogeyman” for the British about the dangers of decolonization, as well as the way that the news about the revolt served to paint the revolt in explicitly racist terms. The Mau Mau play an important role in the history of Kenya, and collections like that of Pathé News help to illuminate the narrative that the British developed for the independence struggle.

Abstract. Along with the times, technology and information have progressed rapidly. Everything that was originally conventional or traditional, can now be done in a modern way, digitally. The same goes for preaching. In the past, da'wah was only carried out by way of sermons, through face-to-face meetings, or through routine recitations at the mosque. Currently, da'wah can be done by adapting to the times. Da’wah can be carried out through digital media that are easily accessible, as is the case with Instagram social media. This study aims to find out the Nahdlatul Ulama da’wah method as one of the Islamic community organizations that often spreads its da’wah messages through content on the Instagram account @nuonline_id. This type of research is qualitative with descriptive-analytical method. Using the theory of content analysis, as well as the theory of da'wah methods. The results of the study show that one of the da'wah methods often used by NU in the content of the Instagram account @nuonline_id is the ammah, tadwin and bil-hikmah da'wah methods. This da'wah method is applied to all content on his Instagram account, such as QnA, videos/reels, news, and also quotes. With segmentation of wedding content, syari'ah, bahtsul masail, and also entertainment. Abstrak. Seiring dengan perkembangan zaman, teknologi serta informasi mengalami kemajuan yang pesat. Segala sesuatu yang awalnya serba konvensional atau tradisional, kini dapat dilakukan dengan cara yang modern, secara digital. Begitu pula halnya dengan dakwah. Dahulu dakwah hanya dilakukan dengan cara khutbah, melalui tatap muka secara langsung, atau melalui pengajian rutin di masjid. Saat ini, dakwah dapat dilakukan dengan adaptasi terhadap perkembangan zaman. Dakwah dapat dilaksanakan melalui media-media digital yang telah mudah diakses, seperti halnya dalam media sosial Instagram. Penelitian ini memiliki tujuan untuk mengetahui metode dakwah Nahdlatul Ulama sebagai salah satu organisasi masyarakat Islam yang kerap menyebarkan pesan dakwahnya melalui konten pada akun Instagram @nuonline_id. Jenis penelitian ini ialah kualitatif dengan metode deskriptif-analisis. Menggunakan teori analisis isi, serta teori metode dakwah. Hasil penelitian menunjukkan bahwasanya metode dakwah yang kerap digunakan oleh NU pada konten akun Instagram @nuonline_id salah satu di antaranya ialah metode dakwah ammah, tadwin serta bil-hikmah. Metode dakwah tersebut diterapkan dalam seluruh konten akun Instagramnya, seperti QnA, video/reels, warta, dan juga quotes. Dengan segmentasi konten pernikahan, syari’ah, bahtsul masail, dan juga hiburan.

IntroductionIn 2013, Facebook introduced autoplay video into its newsfeed. In order not to produce sound disruptive to hearing users, videos were muted until a user clicked on them to enable audio. This move, recognised as a competitive response to the popularity of video-sharing sites like YouTube, has generated significant changes to the aesthetics, form, and modalities of online video. Many video producers have incorporated captions into their videos as a means of attracting and maintaining user attention. Of course, captions are not simply a replacement or translation of sound, but have instead added new layers of meaning and changed the way stories are told through video.In this paper, I ask how the use of captions has altered the communication of messages conveyed through online video. In particular, I consider the role captions have played in news reporting, as online platforms like Facebook become increasingly significant sites for the consumption of news. One of the most successful producers of online news video has been Al Jazeera Plus (AJ+). I examine two recent AJ+ news videos to consider how meaning is generated when captions are integrated into the already multimodal form of the video—their online reporting of Australian versus US healthcare systems, and the history of the Black Panther movement. I analyse interactions amongst image, sound, language, and typography and consider the role of captions in audience engagement, branding, and profit-making. Sean Zdenek notes that captions have yet to be recognised “as a significant variable in multimodal analysis, on par with image, sound and video” (xiii). Here, I attempt to pay close attention to the representational, cultural and economic shifts that occur when captions become a central component of online news reporting. I end by briefly enquiring into the implications of captions for our understanding of literacy in an age of constantly shifting media.Multimodality in Digital MediaJeff Bezemer and Gunther Kress define a mode as a “socially and culturally shaped resource for meaning making” (171). Modes include meaning communicated through writing, sound, image, gesture, oral language, and the use of space. Of course, all meanings are conveyed through multiple modes. A page of written text, for example, requires us to make sense through the simultaneous interpretation of words, space, colour, and font. Media such as television and film have long been understood as multimodal; however, with the appearance of digital technologies, media’s multimodality has become increasingly complex. Video games, for example, demonstrate an extraordinary interplay between image, sound, oral language, written text, and interactive gestures, while technologies such as the mobile phone combine the capacity to produce meaning through speaking, writing, and image creation.These multiple modes are not simply layered one on top of the other, but are instead “enmeshed through the complexity of interaction, representation and communication” (Jewitt 1). The rise of multimodal media—as well as the increasing interest in understanding multimodality—occurs against the backdrop of rapid technological, cultural, political, and economic change. These shifts include media convergence, political polarisation, and increased youth activism across the globe (Herrera), developments that are deeply intertwined with uses of digital media and technology. Indeed, theorists of multimodality like Jay Lemke challenge us to go beyond formalist readings of how multiple modes work together to create meaning, and to consider multimodality “within a political economy and a cultural ecology of identities, markets and values” (140).Video’s long history as an inexpensive and portable way to produce media has made it an especially dynamic form of multimodal media. In 1974, avant-garde video artist Nam June Paik predicted that “new forms of video … will stimulate the whole society to find more imaginative ways of telecommunication” (45). Fast forward more than 40 years, and we find that video has indeed become an imaginative and accessible form of communication. The cultural influence of video is evident in the proliferation of video genres, including remix videos, fan videos, Let’s Play videos, video blogs, live stream video, short form video, and video documentary, many of which combine semiotic resources in novel ways. The economic power of video is evident in the profitability of video sharing sites—YouTube in particular—as well as the recent appearance of video on other social media platforms such as Instagram and Facebook.These platforms constitute significant “sites of display.” As Rodney Jones notes, sites of display are not merely the material media through which information is displayed. Rather, they are complex spaces that organise social interactions—for example, between producers and users—and shape how meaning is made. Certainly we can see the influence of sites of display by considering Facebook’s 2013 introduction of autoplay into its newsfeed, a move that forced video producers to respond with new formats. As Edson Tandoc and Julian Maitra write, news organisations have had been forced to “play by Facebook’s frequently modified rules and change accordingly when the algorithms governing the social platform change” (2). AJ+ has been considered one of the media companies that has most successfully adapted to these changes, an adaptation I examine below. I begin by taking up Lemke’s challenge to consider multimodality contextually, reading AJ+ videos through the conceptual lens of the “attention economy,” a lens that highlights the profitability of attention within digital cultures. I then follow with analyses of two short AJ+ videos to show captions’ central role, not only in conveying meaning, but also in creating markets, and communicating branded identities and ideologies.AJ+, Facebook and the New Economies of AttentionThe Al Jazeera news network was founded in 1996 to cover news of the Arab world, with a declared commitment to give “voice to the voiceless.” Since that time, the network has gained global influence, yet many of its attempts to break into the American market have been unsuccessful (Youmans). In 2013, the network acquired Current TV in an effort to move into cable television. While that effort ultimately failed, Al Jazeera’s purchase of the youth-oriented Current TV nonetheless led to another, surprisingly fruitful enterprise, the development of the digital media channel Al Jazeera Plus (AJ+). AJ+ content, which is made up almost entirely of video, is directed at 18 to 35-year-olds. As William Youmans notes, AJ+ videos are informal and opinionated, and, while staying consistent with Al Jazeera’s mission to “give voice to the voiceless,” they also take an openly activist stance (114). Another distinctive feature of AJ+ videos is the way they are tailored for specific platforms. From the beginning, AJ+ has had particular success on Facebook, a success that has been recognised in popular and trade publications. A 2015 profile on AJ+ videos in Variety (Roettgers) noted that AJ+ was the ninth biggest video publisher on the social network, while a story on Journalism.co (Reid, “How AJ+ Reaches”) that same year commented on the remarkable extent to which Facebook audiences shared and interacted with AJ+ videos. These stories also note the distinctive video style that has become associated with the AJ+ brand—short, bold captions; striking images that include photos, maps, infographics, and animations; an effective opening hook; and a closing call to share the video.AJ+ video producers were developing this unique style just as Facebook’s autoplay was being introduced into newsfeeds. Autoplay—a mechanism through which videos are played automatically, without action from a user—predates Facebook’s introduction of the feature. However, autoplay on Internet sites had already begun to raise the ire of many users before its appearance on Facebook (Oremus, “In Defense of Autoplay”). By playing video automatically, autoplay wrests control away from users, and causes particular problems for users using assistive technologies. Reporting on Facebook’s decision to introduce autoplay, Josh Constine notes that the company was looking for a way to increase advertising revenues without increasing the number of actual ads. Encouraging users to upload and share video normalises the presence of video on Facebook, and opens up the door to the eventual addition of profitable video ads. Ensuring that video plays automatically gives video producers an opportunity to capture the attention of users without the need for them to actively click to start a video. Further, ensuring that the videos can be understood when played silently means that both deaf users and users who are situationally unable to hear the audio can also consume its content in any kind of setting.While Facebook has promoted its introduction of autoplay as a benefit to users (Oremus, “Facebook”), it is perhaps more clearly an illustration of the carefully-crafted production strategies used by digital platforms to capture, maintain, and control attention. Within digital capitalism, attention is a highly prized and scarce resource. Michael Goldhaber argues that once attention is given, it builds the potential for further attention in the future. He writes that “obtaining attention is obtaining a kind of enduring wealth, a form of wealth that puts you in a preferred position to get anything this new economy offers” (n.p.). In the case of Facebook, this offers video producers the opportunity to capture users’ attention quickly—in the time it takes them to scroll through their newsfeed. While this may equate to only a few seconds, those few seconds hold, as Goldhaber predicted, the potential to create further value and profit when videos are viewed, liked, shared, and commented on.Interviews with AJ+ producers reveal that an understanding of the value of this attention drives the organisation’s production decisions, and shapes content, aesthetics, and modalities. They also make it clear that it is captions that are central in their efforts to engage audiences. Jigar Mehta, former head of engagement at AJ+, explains that “those first three to five seconds have become vital in grabbing the audience’s attention” (quoted in Reid, “How AJ+ Reaches”). While early videos began with the AJ+ logo, that was soon dropped in favour of a bold image and text, a decision that dramatically increased views (Reid, “How AJ+ Reaches”). Captions and titles are not only central to grabbing attention, but also to maintaining it, particularly as many audience members consume video on mobile devices without sound. Mehta tells an editor at the Nieman Journalism Lab:we think a lot about whether a video works with the sound off. Do we have to subtitle it in order to keep the audience retention high? Do we need to use big fonts? Do we need to use color blocking in order to make words pop and make things stand out? (Mehta, qtd. in Ellis)An AJ+ designer similarly suggests that the most important aspects of AJ+ videos are brand, aesthetic style, consistency, clarity, and legibility (Zou). While questions of brand, style, and clarity are not surprising elements to associate with online video, the matter of legibility is. And yet, in contexts where video is viewed on small, hand-held screens and sound is not an option, legibility—as it relates to the arrangement, size and colour of type—does indeed take on new importance to storytelling and sense-making.While AJ+ producers frame the use of captions as an innovative response to Facebook’s modern algorithmic changes, it makes sense to also remember the significant histories of captioning that their videos ultimately draw upon. This lineage includes silent films of the early twentieth century, as well as the development of closed captions for deaf audiences later in that century. Just as he argues for the complexity, creativity, and transformative potential of captions themselves, Sean Zdenek also urges us to view the history of closed captioning not as a linear narrative moving inevitably towards progress, but as something far more complicated and marked by struggle, an important reminder of the fraught and human histories that are often overlooked in accounts of “new media.” Another important historical strand to consider is the centrality of the written word to digital media, and to the Internet in particular. As Carmen Lee writes, despite public anxieties and discussions over a perceived drop in time spent reading, digital media in fact “involve extensive use of the written word” (2). While this use takes myriad forms, many of these forms might be seen as connected to the production, consumption, and popularity of captions, including practices such as texting, tweeting, and adding titles and catchphrases to photos.Captions, Capture, and Contrast in Australian vs. US HealthcareOn May 4, 2017, US President Donald Trump was scheduled to meet with Australian Prime Minister Malcolm Turnbull in New York City. Trump delayed the meeting, however, in order to await the results of a vote in the US House of Representatives to repeal the Affordable Care Act—commonly known as Obama Care. When he finally sat down with the Prime Minister later that day, Trump told him that Australia has “better health care” than the US, a statement that, in the words of a Guardian report, “triggered astonishment and glee” amongst Trump’s critics (Smith). In response to Trump’s surprising pronouncement, AJ+ produced a 1-minute video extending Trump’s initial comparison with a series of contrasts between Australian government-funded health care and American privatised health care (Facebook, “President Trump Says…”). The video provides an excellent example of the role captions play in both generating attention and creating the unique aesthetic that is crucial to the AJ+ brand.The opening frame of the video begins with a shot of the two leaders seated in front of the US and Australian flags, a diplomatic scene familiar to anyone who follows politics. The colours of the picture are predominantly red, white and blue. Superimposed on top of the image is a textbox containing the words “How does Australia’s healthcare compare to the US?” The question appears in white capital letters on a black background, and the box itself is heavily outlined in yellow. The white and yellow AJ+ logo appears in the upper right corner of the frame. This opening frame poses a question to the viewer, encouraging a kind of rhetorical interactivity. Through the use of colour in and around the caption, it also quickly establishes the AJ+ brand. This opening scene also draws on the Internet’s history of humorous “image macros”—exemplified by the early LOL cat memes—that create comedy through the superimposition of captions on photographic images (Shifman).Captions continue to play a central role in meaning-making once the video plays. In the next frame, Trump is shown speaking to Turnbull. As he speaks, his words—“We have a failing healthcare”—drop onto the screen (Image 1). The captions are an exact transcription of Trump’s awkward phrase and appear centred in caps, with the words “failing healthcare” emphasised in larger, yellow font. With or without sound, these bold captions are concise, easily read on a small screen, and visually dominate the frame. The next few seconds of the video complete the sequence, as Trump tells Turnbull, “I shouldn’t say this to our great gentleman, my friend from Australia, ‘cause you have better healthcare than we do.” These words continue to appear over the image of the two men, still filling the screen. In essence, Trump’s verbal gaffe, transcribed word for word and appearing in AJ+’s characteristic white and yellow lettering, becomes the video’s hook, designed to visually call out to the Facebook user scrolling silently through their newsfeed.Image 1: “We have a failing healthcare.”The middle portion of the video answers the opening question, “How does Australia’s healthcare compare to the US?”. There is no verbal language in this segment—the only sound is a simple synthesised soundtrack. Instead, captions, images, and spatial design, working in close cooperation, are used to draw five comparisons. Each of these comparisons uses the same format. A title appears at the top of the screen, with the remainder of the screen divided in two. The left side is labelled Australia, the right U.S. Underneath these headings, a representative image appears, followed by two statistics, one for each country. For example, the third comparison contrasts Australian and American infant mortality rates (Image 2). The left side of the screen shows a close-up of a mother kissing a baby, with the superimposed caption “3 per 1,000 births.” On the other side of the yellow border, the American infant mortality rate is illustrated with an image of a sleeping baby superimposed with a corresponding caption, “6 per 1,000 births.” Without voiceover, captions do much of the work of communicating the national differences. They are, however, complemented and made more quickly comprehensible through the video’s spatial design and its subtly contrasting images, which help to visually organise the written content.Image 2: “Infant mortality rate”The final 10 seconds of the video bring sound back into the picture. We once again see and hear Trump tell Turnbull, “You have better healthcare than we do.” This image transforms into another pair of male faces—liberal American commentator Chris Hayes and US Senator Bernie Sanders—taken from a MSNBC cable television broadcast. On one side, Hayes says “They do have, they have universal healthcare.” On the other, Sanders laughs uproariously in response. The only added caption for this segment is “Hahahaha!”, the simplicity of which suggests that the video’s target audience is assumed to have a context for understanding Sander’s laughter. Here and throughout the video, autoplay leads to a far more visual style of relating information, one in which captions—working alongside images and layout—become, in Zdenek’s words, a sort of “textual performance” (6).The Black Panther Party and the Textual Performance of Progressive PoliticsReports on police brutality and Black Lives Matters protests have been amongst AJ+’s most widely viewed and shared videos (Reid, “Beyond Websites”). Their 2-minute video (Facebook, Black Panther) commemorating the 50th anniversary of the Black Panther Party, viewed 9.5 million times, provides background to these contemporary events. Like the comparison of American and Australian healthcare, captions shape the video’s structure. But here, rather than using contrast as means of quick visual communication, the video is structured as a list of five significant points about the Black Panther Party. Captions are used not only to itemise and simplify—and ultimately to reduce—the party’s complex history, but also, somewhat paradoxically, to promote the news organisation’s own progressive values.After announcing the intent and structure of the video—“5 things you should know about the Black Panther Party”—in its first 3 seconds, the video quickly sets in to describe each item in turn. The themes themselves correspond with AJ+’s own interests in policing, community, and protest, while the language used to announce each theme is characteristically concise and colloquial:They wanted to end police brutality.They were all about the community.They made enemies in high places.Women were vocal and active panthers.The Black Panthers’ legacy is still alive today.Each of these themes is represented using a combination of archival black and white news footage and photographs depicting Black Panther members, marches, and events. These still and moving images are accompanied by audio recordings from party members, explaining its origins, purposes, and influences. Captions are used throughout the video both to indicate the five themes and to transcribe the recordings. As the video moves from one theme to another, the corresponding number appears in the centre of the screen to indicate the transition, and then shrinks and moves to the upper left corner of the screen as a reminder for viewers. A musical soundtrack of strings and percussion, communicating a sense of urgency, underscores the full video.While typographic features like font size, colour, and placement were significant in communicating meaning in AJ+’s healthcare video, there is an even broader range of experimentation here. The numbers 1 to 5 that appear in the centre of the screen to announce each new theme blink and flicker like the countdown at the beginning of bygone film reels, gesturing towards the historical topic and complementing the black and white footage. For those many viewers watching the video without sound, an audio waveform above the transcribed interviews provides a visual clue that the captions are transcriptions of recorded voices. Finally, the colour green, used infrequently in AJ+ videos, is chosen to emphasise a select number of key words and phrases within the short video. Significantly, all of these words are spoken by Black Panther members. For example, captions transcribing former Panther leader Ericka Huggins speaking about the party’s slogan—“All power to the people”—highlight the words “power” and “people” with large, lime green letters that stand out against the grainy black and white photos (Image 3). The captions quite literally highlight ideas about oppression, justice, and social change that are central to an understanding of the history of the Black Panther Party, but also to the communication of the AJ+ brand.Image 3: “All power to the people”ConclusionEmploying distinctive combinations of word and image, AJ+ videos are produced to call out to users through the crowded semiotic spaces of social media. But they also call out to scholars to think carefully about the new kinds of literacies associated with rapidly changing digital media formats. Captioned video makes clear the need to recognise how meaning is constructed through sophisticated interpretive strategies that draw together multiple modes. While captions are certainly not new, an analysis of AJ+ videos suggests the use of novel typographical experiments that sit “midway between language and image” (Stöckl 289). Discussions of literacy need to expand to recognise this experimentation and to account for the complex interactions between the verbal and visual that get lost when written text is understood to function similarly across multiple platforms. In his interpretation of closed captioning, Zdenek provides an insightful list of the ways that captions transform meaning, including their capacity to contextualise, clarify, formalise, linearise and distill (8–9). His list signals not only the need for a deeper understanding of the role of captions, but also for a broader and more vivid vocabulary to describe multimodal meaning-making. Indeed, as Allan Luke suggests, within the complex multimodal and multilingual contexts of contemporary global societies, literacy requires that we develop and nurture “languages to talk about language” (459).Just as importantly, an analysis of captioned video that takes into account the economic reasons for captioning also reminds us of the need for critical media literacies. AJ+ videos reveal how the commercial goals of branding, promotion, and profit-making influence the shape and presentation of news. As meaning-makers and as citizens, we require the capacity to assess how we are being addressed by news organisations that are themselves responding to the interests of economic and cultural juggernauts such as Facebook. In schools, universities, and informal learning spaces, as well as through discourses circulated by research, media, and public policy, we might begin to generate more explicit and critical discussions of the ways that digital media—including texts that inform us and even those that exhort us towards more active forms of citizenship—simultaneously seek to manage, direct, and profit from our attention.ReferencesBezemer, Jeff, and Gunther Kress. “Writing in Multimodal Texts: A Social Semiotic Account of Designs for Learning.” Written Communication 25.2 (2008): 166–195.Constine, Josh. “Facebook Adds Automatic Subtitling for Page Videos.” TechCrunch 4 Jan. 2017. 1 May 2017 <https://techcrunch.com/2017/01/04/facebook-video-captions/>.Ellis, Justin. “How AJ+ Embraces Facebook, Autoplay, and Comments to Make Its Videos Stand Out.” Nieman Labs 3 Aug. 2015. 28 Apr. 2017 <http://www.niemanlab.org/2015/08/how-aj-embraces-facebook-autoplay-and-comments-to-make-its-videos-stand-out/>.Facebook. “President Trump Says…” Facebook, 2017. <https://www.facebook.com/ajplusenglish/videos/954884227986418/>.Facebook. “Black Panther.” Facebook, 2017. <https://www.facebook.com/ajplusenglish/videos/820822028059306/>.Goldhaber, Michael. “The Attention Economy and the Net.” First Monday 2.4 (1997). 9 June 2013 <http://firstmonday.org/article/view/519/440>.Herrera, Linda. “Youth and Citizenship in the Digital Age: A View from Egypt.” Harvard Educational Review 82.3 (2012): 333–352.Jewitt, Carey.”Introduction.” Routledge Handbook of Multimodal Analysis. Ed. Carey Jewitt. New York: Routledge, 2009. 1–8.Jones, Rodney. “Technology and Sites of Display.” Routledge Handbook of Multimodal Analysis. Ed. Carey Jewitt. New York: Routledge, 2009. 114–126.Lee, Carmen. “Micro-Blogging and Status Updates on Facebook: Texts and Practices.” Digital Discourse: Language in the New Media. Eds. Crispin Thurlow and Kristine Mroczek. Oxford Scholarship Online, 2011. DOI: 10.1093/acprof:oso/9780199795437.001.0001.Lemke, Jay. “Multimodality, Identity, and Time.” Routledge Handbook of Multimodal Analysis. Ed. Carey Jewitt. New York: Routledge, 2009. 140–150.Luke, Allan. “Critical Literacy in Australia: A Matter of Context and Standpoint.” Journal of Adolescent and Adult Literacy 43.5 (200): 448–461.Oremus, Will. “Facebook Is Eating the Media.” National Post 14 Jan. 2015. 15 June 2017 <http://news.nationalpost.com/news/facebook-is-eating-the-media-how-auto-play-videos-could-put-news-websites-out-of-business>.———. “In Defense of Autoplay.” Slate 16 June 2015. 14 June 2017 <http://www.slate.com/articles/technology/future_tense/2015/06/autoplay_videos_facebook_twitter_are_making_them_less_annoying.html>.Paik, Nam June. “The Video Synthesizer and Beyond.” The New Television: A Public/Private Art. Eds. Douglas Davis and Allison Simmons. Cambridge, MA: MIT Press, 1977. 45.Reid, Alistair. “Beyond Websites: How AJ+ Is Innovating in Digital Storytelling.” Journalism.co 17 Apr. 2015. 13 Feb. 2017 <https://www.journalism.co.uk/news/beyond-websites-how-aj-is-innovating-in-digital-storytelling/s2/a564811/>.———. “How AJ+ Reaches 600% of Its Audience on Facebook.” Journalism.co. 5 Aug. 2015. 13 Feb. 2017 <https://www.journalism.co.uk/news/how-aj-reaches-600-of-its-audience-on-facebook/s2/a566014/>.Roettgers, Jank. “How Al Jazeera’s AJ+ Became One of the Biggest Video Publishers on Facebook.” Variety 30 July 2015. 1 May 2017 <http://variety.com/2015/digital/news/how-al-jazeeras-aj-became-one-of-the-biggest-video-publishers-on-facebook-1201553333/>.Shifman, Limor. Memes in Digital Culture. Cambridge, MA: MIT Press, 2014.Smith, David. “Trump Says ‘Everybody’, Not Just Australia, Has Better Healthcare than US.” The Guardian 5 May 2017. 5 May 2017 <https://www.theguardian.com/us-news/2017/may/05/trump-healthcare-australia-better-malcolm-turnbull>.Stöckl, Hartmut. “Typography: Visual Language and Multimodality.” Interactions, Images and Texts. Eds. Sigrid Norris and Carmen Daniela Maier. Amsterdam: De Gruyter, 2014. 283–293.Tandoc, Edson, and Maitra, Julian. “New Organizations’ Use of Native Videos on Facebook: Tweaking the Journalistic Field One Algorithm Change at a Time. New Media & Society (2017). DOI: 10.1177/1461444817702398.Youmans, William. An Unlikely Audience: Al Jazeera’s Struggle in America. New York: Oxford University Press, 2017.Zdenek, Sean. Reading Sounds: Closed-Captioned Media and Popular Culture. Chicago: University of Chicago Press, 2015.Zou, Yanni. “How AJ+ Applies User-Centered Design to Win Millennials.” Medium 16 Apr. 2016. 7 May 2017 <https://medium.com/aj-platforms/how-aj-applies-user-centered-design-to-win-millennials-3be803a4192c>.

Introduction Australia has embraced Barbie since the doll was launched at the Toy Fair in Melbourne in 1964, with Mattel Australia established in Melbourne in 1969. Barbie was initially sold in Australia with two different hairstyles and 36 separately boxed outfits. As in the US, the initial launch range was soon followed by a constant stream of additional outfits as well as Barbie’s boyfriend Ken and little sister Skipper, pets, and accessories including her dreamhouse and vehicles. Also released were variously themed Barbies (including those representing different careers and nationalities) and a seemingly ever-expanding group of friends (Gerber; Lord, Forever). These product releases were accompanied by marketing, promotion, and prominent placement in toy, department, and other stores that kept the Barbie line in clear sight of Australian consumers (Hosany) and in the forefront of toy sales for many decades (Burnett). This article focusses on a thread of subversion operating alongside the purchase of these Barbie dolls in Australia, when the phenomenon of handmade ‘do-it-yourself’ intersected with the dolls in the second half of the 1960s. Do-It-Yourself ‘Do-it-yourself’ (often expressed as DIY) has been defined as “anything that people did for themselves” (Gelber 283). The history of DIY has been researched in academic disciplines including sociology, cultural studies, musicology, architecture, marketing, and popular culture. This literature charts DIY practice across such domestic production as making clothes, furniture, and toys, growing food, and home improvements including renovating and even building entire houses (Carter; Fletcher) to more externally facing cultural production including music, art, and publications (Spencer). While DIY behaviour can be motivated by such factors as economic necessity or financial benefit, a lack of product availability or its perceived poor quality, and/or a desire for customisation, it can also be linked to the development of personal identity (Wolf and McQuitty; Williams, “A Lifestyle”; Williams, “Re-thinking”). While some mid-century considerations of DIY as a phenomenon were male-focussed (“Do-It”), women and girls were certainly also active at this time in home renovation, house building, and other projects (‘Arona’), as well as more traditionally gendered handicraft activities such as sewing and knitting. Fig. 1: Australian Home Beautiful magazine cover, November 1958, showing a woman physically engaged in home renovation activities. Australia has a long tradition of women crafting (by sewing, knitting, and crocheting, for instance) items of clothing for themselves and their families, as well as homewares such as waggas (utilitarian quilts made of salvaged or other inexpensive materials such as old blankets and grain sacks) and other quilts (Burke; Gero; Kingston; Thomas). This making was also prompted by a range of reasons, including economic or other necessity and/or the pursuit of creative pleasure, personal wellbeing, or political activism (Fletcher; Green; Lord, Vintage). It is unsurprising, then, that many have also turned their hands to making dolls’ clothes from scraps of fabrics, yarns, ribbons, and other domestic materials, as well as creating entire dolls’ houses complete with furniture and other domestic items (Benson). In the late eighteenth and nineteenth centuries, many Australian dolls themselves were handmade, with settlers and migrants importing European traditions of doll-making and clothing with them (Cramer). In the early twentieth century, mass-produced dolls and clothing became more available and accessible, however handmade dolls’ clothes continued to be made and circulated within families (Elvin and Elvin, The Art; Elvin and Elvin, The Australian). An article in the Weekly in 1933 contained instructions for making both cloth dolls and clothes for them (“Home-Made”), with many such articles to follow. While the 1960s saw increased consumer spending in Australia, this research reveals that this handmade, DIY ethos (at least in relation to dolls) continued through this decade, and afterwards (Carter; Wilson). This making is documented in artefacts in museum and private collections and instructions in women’s magazines, newspapers, and other printed materials including commercially produced patterns and kits. The investigation scans bestselling women’s magazine The Australian Women’s Weekly (the Weekly) and other Australian print media from the 1960s that are digitised in the National Library of Australia’s Trove database for evidence of interest in this practice. Do-It-Yourself Barbie Doll Patterns for Barbie clothes appeared in Australian women’s magazines almost immediately after the doll was for sale in Australia, including in the Weekly from 1965. The first feature included patterns for a series of quite elaborate outfits: a casual knitted jumpsuit with hooded jacket, a knitted three-piece suit of skirt, roll-necked jumper and jacket, a crocheted afternoon dress, tied with a ribbon belt and accessorised with a knitted coat and beret, and a crocheted full length evening gown and opera coat (“Glamorous”). A sense of providing the Weekly’s trusted guidance but also a reliance on makers’ individuality was prominent in this article. Although detailed instructions were provided in the feature above, for example, readers were also encouraged to experiment with yarns and decorative elements. Fig. 2: Crocheted and knitted ‘afternoon ensemble’ in “Glamorous Clothes for Teenage Dolls” feature in the Weekly, 1965. Another richly illustrated article published in 1965 focussed on creating high fashion wigs for Barbie at home. The text and photographs guided readers through the process of crafting five differently styled wigs from one synthetic hair piece: a “romantic, dreamy” Jean Shrimpton-style coiffure, deep-fringed Sassoon hairdo, layered urchin cut, low set evening bun, and pair of pigtails (Irvine, “How”). Again, makers were encouraged to express their creativity and individuality in decorating these hairstyles, with suggestions (but not directions) to personalise these styles using ribbons, tiny bows and artificial flowers, coloured pins, seed pearls, and other objects that might be to hand. Fig. 3: Detailed instructions for creating one of the wigs. Three Barbie dolls (identified as ‘teen dolls’ rather than by the brand) were featured on the cover of the Weekly on 5 January 1966, for a story about making dolls’ outfits from handkerchiefs (Irvine, “New”). This was framed as a “novel” way to use the excess of fancy hankies often received at Christmas, promising that the three ensembles could thriftily and cleverly be made from three handkerchiefs in a few hours. The instructions detail how to make a casual two-piece summer outfit accessorised with a headscarf, a smart town ensemble highlighted with flower motifs cut from broderie anglaise, and a lavish evening gown. Readers were assured this would be an engaging, “marvellous fun” as well as creative activity, as each maker needed to individually design each garment in terms of working with the individual features of the handkerchiefs they had, incorporating such elements as floral or other borders, lace edging, and overall patterns such as spots or checks (Irvine, “New”). The long-sleeved evening gown was quite an ambitious project. The gown was not only fashioned from a fine Irish linen, lace-bordered hankie, meaning some of the cutting and sewing required considerable finesse, but the neckline and hemline were then hand-beaded, as were a circlet of tiny pearls to be worn around the doll’s hair. Such delicacy was required for all outfits, with armholes and necklines for Barbie dolls very small, requiring considerable dexterity in cutting, sewing, and finishing. Fig. 4: Cover of The Australian Women’s Weekly of 5 January 1966 featuring three Barbie dolls. Only two issues later, the magazine ran another Barbie-focussed feature, this time about using oddments found around the home to make accessories for Barbie dolls. Again, the activity is promoted as thrifty and creative: “make teen doll outfits and accessories economically—all you need is imagination and a variety of household oddments” (“Turn”). Included in the full coloured article is a ‘hula’ costume made from a short length of green silk fringe and little artificial flowers sewn together, hats fashioned from a bottle top and silk flower decorated with scraps of lace and ribbon, a cardboard surfboard, aluminium foil and ice cream stick skis, and miniature ribbon-wound coat hangers. This article ended with an announcement commonly associated with calls for readers’ recipes: “what clever ideas have you got? … we will award £5 for every idea used” (“Turn”). This was a considerable prize, representing one-third of the average minimum weekly wage for full-time female workers in Australia in 1966 (ABS 320). Fig. 5: Brightly coloured illustrations making the Weekly’s “Turn Oddments into Gay Accessories”, 1966, a joyful read. This story was reinforced with a short ‘behind the scenes’ piece, which revealed the care and energy that went into its production. This reported that, when posing the ‘hulagirl’ on a fountain in Sydney’s Hyde Park, the doll fell in. While her skirt was rescued by drying in front of a fan, the dye from her lei ran and had to be scrubbed off the doll with abrasive sandsoap and the resulting stain then covered up with make-up. After the photographer built the set (inside this time), the shoot was finally completed (“The Doll”). A week later, the Weekly advertised a needlework kit for three new outfits: a beach ensemble of yellow bikini and sundress, red suit with checked blouse, and blue strapless evening gown. The garment components, with indicated gathering, seam, stitching, and cutting lines, were stamped onto a piece of fine cotton. The kit also included directions “simple enough for the young beginner seamstress” (“Teenage Doll’s”). Priced at 8/6 (85¢ in the new decimal currency introduced that year) including postage, this was a considerable saving when compared to the individual Mattel-branded clothing sets which were sold for sums ranging from 13/6 to 33/6 in 1964 (Burnett). Reader demand for these kits was so high that the supplier was overwhelmed and the magazine had to print an apology regarding delays in dispatching orders (“The Weekly”). Fig. 6: Cotton printed with garments to cut out and sew together and resulting outfits from the Weekly’s “Teenage Doll’s Wardrobe” feature, 1966. This was followed by another kit offer later in the year, this time explicitly promoted to both adult and “little girl” needleworkers. Comprising “cut out, ready to sew [material pieces] … and easy-to-follow step-by-step instructions”, this kit made an embroidered white party dress with matching slip and briefs, checked shorts and top set, and long lace and net trimmed taffeta bridesmaid dress and underclothes (“Three”). Again, at $1.60 for the kit (including postage), this was much more economical (and creative) than purchasing such outfits ready-made. Fig. 7: Party dress from “Three Lovely Outfits for Teenage Dolls” article in the Weekly, 1966. Making dolls’ clothes was an educationally sanctioned activity for girls in Australia, with needlecraft and other home economics subjects commonly taught in schools as a means of learning domestic and professionally transferable skills until the curriculum reforms of the 1970s onwards (Campbell; Cramer; Issacs). In Australia in the 1960s, Barbie dolls (and their clothing and furniture) were recommended for girls aged nine-years-old and older (Dyson), while older girls obviously also continued to interact with the dolls. A 1968 article in the Weekly, for example, praised a 13-year-old girl’s efforts in reinterpreting an adult dress pattern that had appeared in the magazine and sewing this for her Barbie (Dunstan; Forde). It was also suggested that the dolls could be used by girls who designed their own clothes but did not have a full-sized dressmaker’s model, with the advice to use a Barbie model to test a miniature of the design before making up a full-sized garment (“Buy”). Making Things for Barbie Dolls By 9 February 1966, the ‘using oddments’ contest had closed and the Weekly filled two pages with readers’ “resourceful” ideas (“Prizewinning”). These used such domestic bits and pieces as string, wire, cord, cotton reels, egg cartons, old socks, toothpicks, dried leaves, and sticky tape to create a range of Barbie accessories including a mob cap from a doily, hair rollers from cut drinking straws and rubber bands, and a suitcase from a plastic soap container with gold foil locks. A party dress and coat were fashioned from an out-of-date man’s tie and a piece of elastic. There was even a pipe cleaner dog and cardboard guitar. A month later, fifty more winning entries were published in a glossy, eight-page colour insert booklet. This included a range of clothing, accessories, and furniture which celebrated that “imagination and ingenuity, rather than dollars and cents” could equip a teen doll “for any occasion” (“50 Things”, 1). Alongside day, casual, and evening outfits, rainwear, underwear, jewellery, hats, sunglasses, footwear, a beauty case, hat boxes, and a shopping trolley and bags, readers submitted a skilfully fashioned record player with records in a stand as well as a barbeque crafted from tiny concrete blocks, sun lounge, and deckchairs. Miniature accessories included a hairdryer and lace tissue holder with tiny tissues and a skindiving set comprising mask, snorkel, and flippers. The wide variety of negligible-cost materials utilised and how these were fashioned for high effect is as interesting as the results are charming. Fig. 8: Cover of insert booklet of the entries of the 50 winners of the Weekly’s making things for Barbie from oddments competition, 1966. That women were eager to learn to make these miniature fashions and other items is evidenced by some Country Women’s Association groups holding handicraft classes on making clothes and accessories for Barbie dolls (“CWA”). That they were also eager to share the results with others is revealed in how competitions to dress teenage dolls in handmade outfits rapidly also became prominent features of Australian fetes, fairs, agricultural shows, club events, and other community fundraising activities in the 1960s (“Best”; “Bourke”; “Convent”; “Fierce”; “Frolic”; “Gala”; “Guide”; “Measles”; “Parish”; “Personal”; “Pet”; “Present”, “Purim”; “Successful”; “School Fair”; “School Fair Outstanding”; “School Fete”; “Weather”; Yennora”). Dressing Barbie joined other traditional categories such as those to dress baby, bride, national, and bed dolls (the last those dolls dressed in elaborate costumes designed as furniture decorations rather than toys). The teenage doll category at one primary school fete in rural New South Wales in 1967 was so popular that it attracted 50 entries, with many entries in this and other such competitions submitted by children (“Primary”). As the dolls became more prominent, the categories using them became more imaginative, with prizes for Barbie doll tea parties (“From”), for example. The category of dressing Barbie also became segmented with separate prizes for Barbie bride dolls, both sewn and knitted outfits (“Hobby and Pet”) and day, evening, and sports clothes (“Church”). There is no evidence from the sources surveyed that any of this making concentrated on producing career-focussed outfits for Barbie. Do-It-Yourself Ethos A do-it-yourself ethos was evident across the making discussed above. This refers to the possession of attitudes or philosophies that encourage undertaking activities or projects that involve relying on one’s own skills and resources rather than consuming mass-produced goods or using hired professionals or their services. This draws on, and develops, a sense of self-reliance and independence, and uses and enhances problem-solving skills. Creativity is central in terms of experimentation with new ideas, repurposing materials, or finding unconventional solutions to challenges. While DIY projects are often pursued independently and customised to personal preferences, makers also often collaboratively draw on, and share, expertise and resources (Wilson). It is important to note that the Weekly articles discussed above were not disguised advertorials for Barbie dolls or other Mattel products with, throughout the 1960s, the Barbies illustrated in the magazine referred to as ‘teen dolls’ or ‘teenage dolls’. However, despite this and the clear DIY ethos at work, women in Australia could, and did, make such Barbie-related items as commercial ventures. This included local artisanal dressmaking businesses that swiftly added made-to-measure Barbie doll clothes to their ranges (“Arcade”). Some enterprising women sold outfits and accessories they had made through various non-store venues including at home-based parties (“Hobbies”), in the same way as Tupperware products had been sold in Australia since 1961 (Truu). Other women sought sewing, knitting, or crocheting work specifically for Barbie doll clothes in the ‘Work wanted’ classified advertisements at this time (‘Dolls’). Conclusion This investigation has shown that the introduction of the Barbie doll unleashed more than consumer spending in Australia. Alongside purchases of the branded doll, clothes, and associated merchandise, Australians (mostly, but not exclusively, women and girls) utilised (and developed) their skills in sewing, knitting, crochet, and other crafts to make clothes for Barbie. They also displayed significant creativity and ingenuity in using domestic oddments and scraps to craft fashion accessories ranging from hats and bags to sunglasses as well as furniture and many of the other accoutrements of daily life in the second half of the 1960s in Australia. This making appears to have been prompted by a range of motivations including thrift and the real pleasures gained in crafting these miniature garments and objects. While the reception of these outfits and other items is not recorded in the publications sourced during this research, this scan of the Weekly and other publications revealed that children did love these dolls and value their wardrobes. In a description of the effects of a sudden, severe flood which affected her home south of Cairns in North Queensland, for instance, one woman described how amid the drama and terror, one little girl she knew packed up only “her teenage doll and its clothes” to take with her (Johnstone 9). The emotional connection felt to these dolls and handcrafted clothes and other objects is a rich area for research which is outside the scope of this article. Whether adult production was all ultimately intended to be gifted (or purchased) for children, or whether some was the work of early adult Barbie collectors, is also outside the scope of the research conducted for this project. As most of the evidence for this article was sourced from The Australian Women’s Weekly, a similarly close study of other magazines during the 1960s, and of whether any DIY clothing for Barbie also included career-focussed outfits, would add more information and nuance to these findings. This investigation has also concentrated on what happened in Australia during the second half of the 1960s, rather than in following decades. It has also not examined the DIY phenomenon of salvaging and refurbishing damaged Barbie dolls or otherwise altering and customising their appearance in the Australian context. These topics, as well as a full exploration of how women used Barbie dolls in their own commercial ventures, are all rich fields for further research both in terms of practice in Australia and how they were represented in popular and other media. Alongside the global outpouring of admiration for Barbie as a global icon and the success of the recent live action Barbie movie (Aguirre; Derrick), significant scholarship and other commentary have long criticised what Barbie has presented, and continues to present, to the world in terms of her body shape, race, activities, and career choices (Tulinski), as well as the pollution generated by the production and disposal of these dolls (“Feminist”; Pears). An additional line of what can be identified as resistance to the consumer-focussed commercialism of Barbie, in terms of making her clothes and accessories, seems to be connected to do-it-yourself culture. The exploration of handmade Barbie doll clothes and accessories in this article reveals, however, that what may at first appear to reflect a simple anti-commercial, frugal, ‘make do’ approach is more complex in terms of how it intersects with real people and their activities. 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At last year’s Tour de France—the three-week cycling race—the winner of one stage was disqualified for allegedly obstructing a competitor. In newspapers and on social media, cycling fans immediately started a heated debate about the decision and about the actual course of events. They uploaded photographs and videos, which they had often edited and augmented with graphics to support their interpretation of the situation or to direct attention to some neglected detail (Simpson; "Tour de France").Due to their competitive character and their audience’s partisanship, modern media sports continuously create controversial moments like this, thereby providing ample opportunities for what Jason Mittell—with respect to complex narratives in recent TV drama—called “forensic fandom” ("Forensic;" Complex), in which audience members collectively investigate ambivalent or enigmatic elements of a media product, adding their own interpretations and explanations.Not unlike that of TV drama, sport’s forensic fandom is stimulated through complex forms of seriality—e.g. the successive stages of the Tour de France or the successive games of a tournament or a league, but also the repetition of the same league competition or tournament every (or, in the case of the Olympics, every four) year(s). To articulate their take on the disqualification of the Tour de France rider, fans refer to comparable past events, activate knowledge about rivalries between cyclists, or note character traits that they condensed from the alleged perpetrator’s prior appearances. Sport thus creates a continuously evolving and recursive storyworld that, like all popular seriality, proliferates across different media forms (texts, photos, films, etc.) and different media platforms (television, social media, etc.) (Kelleter).In the following I will use two examples (from 1908 and 1966) to analyse in greater detail why and how sport’s seriality and forensic attitude contribute to the highly dynamic “transmedia intertextuality” (Kinder 35) of media sport. Two arguments are of special importance to me: (1) While social media (as the introductory example has shown) add to forensic fandom’s proliferation, it was sport’s strongly serialized evaluation of performances that actually triggered the “spreadability” (Jenkins, Ford, and Green) of sport-related topics across different media, first doing so at the end of the 19th century. What is more, modern sport owes its very existence to the cross-media circulation of its events. (2) So far, transmedia has mainly been researched with respect to fictional content (Jenkins; Evans), yet existing research on documentary transmedia forms (Kerrigan and Velikovsky) and social media seriality (Page) has shown that the inclusion of non-fiction can broaden our knowledge of how storytelling sprawls across media and takes advantage of their specific affordances. This, I want to argue, ensures that sport is an insightful and important example for the understanding of transmedia world-building.The Origins of Sport, the Olympics 1908, and World-BuildingSome authors claim that it was commercial television that replaced descriptive accounts of sporting events with narratives of heroes and villains in the 1990s (Fabos). Yet even a cursory study of past sport reporting shows that, even back when newspapers had to explain the controversial outcome of the 1908 Olympic Marathon to their readers, they could already rely on a well-established typology of characters and events.In the second half of the 19th century, the rules of many sports became standardized. Individual events were integrated in organized, repetitive competitions—leagues, tournaments, and so on. This development was encouraged by the popular press, which thus enabled the public to compare performances from different places and across time (Werron, "On Public;" Werron, "World"). Rankings and tables condensed contests in easily comparable visual forms, and these were augmented by more narrative accounts that supplemented the numbers with details, context, drama, and the subjective experiences of athletes and spectators. Week by week, newspapers and special-interest magazines alike offered varying explanations for the various wins and losses.When London hosted the Olympics in 1908, the scheduled seriality and pre-determined settings and protagonists allowed for the announcement of upcoming events in advance and for setting up possible storylines. Two days before the marathon race, The Times of London published the rules of the race, the names of the participants, a distance table listing relevant landmarks with the estimated arrival times, and a turn-by-turn description of the route, sketching the actual experience of running the race for the readers (22 July 1908, p. 11). On the day of the race, The Times appealed to sport’s seriality with a comprehensive narrative of prior Olympic Marathon races, a map of the precise course, a discussion of the alleged favourites, and speculation on factors that might impact the performances:Because of their inelasticity, wood blocks are particularly trying to the feet, and the glitter on the polished surface of the road, if the sun happens to be shining, will be apt to make a man who has travelled over 20 miles at top speed turn more than a little dizzy … . It is quite possible that some of the leaders may break down here, when they are almost within sight of home. (The Times 24 July 1908, p. 9)What we see here can be described as a world-building process: The rules of a competition, the participating athletes, their former performances, the weather, and so on, all form “a more or less organized sum of scattered parts” (Boni 13). These parts could easily be taken up by what we now call different media platforms (which in 1908 included magazines, newspapers, and films) that combine them in different ways to already make claims about cause-and-effect chains, intentions, outcomes, and a multitude of subjective experiences, before the competition has even started.The actual course of events, then, like the single instalment in a fictional storyworld, has a dual function: on the one hand, it specifies one particular storyline with a few protagonists, decisive turning points, and a clear determination of winners and losers. On the other hand, it triggers the multiplication of follow-up stories, each suggesting specific explanations for the highly contingent outcome, thereby often extending the storyworld, invoking props, characters, character traits, causalities, and references to earlier instalments in the series, which might or might not have been mentioned in the preliminary reports.In the 1908 Olympic Marathon, the Italian Dorando Pietri, who was not on The Times’ list of favourites, reached the finish first. Since he was stumbling on the last 300 meters of the track inside the stadium and only managed to cross the finish line with the support of race officials, he was disqualified. The jury then declared the American John Hayes, who came in second, the winner of the race.The day after the marathon, newspapers gave different accounts of the race. One, obviously printed too hastily, declared Pietri dead; others unsurprisingly gave the race a national perspective, focusing on the fate of “their” athletes (Davis 161, 166). Most of them evaluated the event with respect to athletic, aesthetic, or ethical terms—e.g. declaring Pietri the moral winner of the race (as did Sir Arthur Conan Doyle in The Daily Mail of July 25). This continues today, as praising sport performers often figures as a last resort “to reconstruct unproblematic heroism” (Whannel 44).The general endeavour of modern sport to scrutinize and understand the details of the performance provoked competing explanations for what had happened: was it the food, the heat, or the will power? In a forensic spirit, many publications added drawings or printed one of the famous photographs displaying Pietri being guided across the finish line (these still regularly appear in coffee-table books on sports photography; for a more extensive analysis, see Stauff). Sport—just like other non-fictional transmedia content—enriches its storyworld through “historical accounts of places and past times that already have their own logic, practice and institutions” (Kerrigan and Velikovsky 259).The seriality of sport not only fostered this dynamic by starting the narrative before the event, but also by triggering references to past instalments through the contingencies of the current one. The New York Times took the biggest possible leap, stating that the 1908 marathon must have been the most dramatic competition “since that Marathon race in ancient Greece, where the victor fell at the goal and, with a wave of triumph, died” (The New York Times 25 July 1908, p. 1). Dutch sport magazine De Revue der Sporten (6 August 1908, p. 167) used sport’s seriality more soberly to assess Hayes’ finishing time as not very special (conceding that the hot weather might have had an effect).What, hopefully, has become clear by now, is that—starting in the late 19th century—sporting events are prepared by, and in turn trigger, varying practices of transmedia world-building that make use of the different media’s affordances (drawings, maps, tables, photographs, written narratives, etc.). Already in 1908, most people interested in sport thus quite probably came across multiple accounts of the event—and thereby could feel invited to come up with their own explanation for what had happened. Back then, this forensic attitude was mostly limited to speculation about possible cause-effect chains, but with the more extensive visual coverage of competitions, especially through moving images, storytelling harnessed an increasingly growing set of forensic tools.The World Cup 1966 and Transmedia ForensicsThe serialized TV live transmissions of sport add complexity to storytelling, as they multiply the material available for forensic proliferations of the narratives. Liveness provokes a layered and constantly adapting process transforming the succession of actions into a narrative (the “emplotment”). The commentators find themselves “in the strange situation of a narrator ignorant of the plot” (Ryan 87), constantly balancing between mere reporting of events and more narrative explanation of incidents (Barnfield 8).To create a coherent storyworld under such circumstances, commentators fall back on prefabricated patterns (“overcoming bad luck,” “persistence paying off,” etc.) to frame the events while they unfold (Ryan 87). This includes the already mentioned tropes of heroism or national and racial stereotypes, which are upheld as long as possible, even when the course of events contradicts them (Tudor). Often, the creation of “non-retrospective narratives” (Ryan 79) harnesses seriality, “connecting this season with last and present with past and, indeed, present with past and future” (Barnfield 10).Instant-replay technology, additionally, made it possible (and necessary) for commentators to scrutinize individual actions while competitions are still ongoing, provoking revisions of the emplotment. With video, DVD, and online video, the second-guessing and re-telling of elements—at least in hindsight—became accessible to the general audience as well, thereby dramatically extending the playing field for sport’s forensic attitude.I want to elaborate this development with another example from London, this time the 1966 Men’s Football World Cup, which was the first to systematically use instant replay. In the extra time of the final, the English team scored a goal against the German side: Geoff Hurst’s shot bounced from the crossbar down to the goal line and from there back into the field. After deliberating with the linesman, the referee called it a goal. Until today it remains contested whether the ball actually was behind the goal line or not.By 1966, 1908’s sparsity of visual representation had been replaced by an abundance of moving images. The game was covered by the BBC and by ITV (for TV) and by several film companies (in colour and in black-and-white). Different recordings of the famous goal, taken from different camera angles, still circulate and are re-appropriated in different media even today. The seriality of sport, particularly World Cup Football’s return every four years, triggers the re-telling of this 1966 game just as much as media innovations do.In 1966, the BBC live commentary—after a moment of doubt—pretty soberly stated that “it’s a goal” and observed that “the Germans are mad at the referee;” the ITV reporter, more ambivalently declared: “the linesman says no goal … that’s what we saw … It is a goal!” The contemporary newsreel in German cinemas—the Fox Tönende Wochenschau—announced the scene as “the most controversial goal of the tournament.” It was presented from two different perspectives, the second one in slow motion with the commentary stating: “these images prove that it was not a goal” (my translation).So far, this might sound like mere opposing interpretations of a contested event, yet the option to scrutinize the scene in slow motion and in different versions also spawned an extended forensic narrative. A DVD celebrating 100 years of FIFA (FIFA Fever, 2002) includes the scene twice, the first time in the chapter on famous controversies. Here, the voice-over avoids taking a stand by adopting a meta-perspective: The goal guaranteed that “one of the most entertaining finals ever would be the subject of conversation for generations to come—and therein lies the beauty of controversies.” The scene appears a second time in the special chapter on Germany’s successes. Now the goal itself is presented with music and then commented upon by one of the German players, who claims that it was a bad call by the referee but that the sportsmanlike manner in which his team accepted the decision advanced Germany’s global reputation.This is only included in the German version of the DVD, of course; on the international “special deluxe edition” of FIFA Fever (2002), the 1966 goal has its second appearance in the chapter on England’s World Cup history. Here, the referee’s decision is not questioned—there is not even a slow-motion replay. Instead, the summary of the game is wrapped up with praise for Geoff Hurst’s hat trick in the game and with images of the English players celebrating, the voice-over stating: “Now the nation could rejoice.”In itself, the combination of a nationally organized media landscape with the nationalist approach to sport reporting already provokes competing emplotments of one and the same event (Puijk). The modularity of sport reporting, which allows for easy re-editing, replacing sound and commentary, and retelling events through countless witnesses, triggers a continuing recombination of the elements of the storyworld. In the 50 years since the game, there have been stories about the motivations of the USSR linesman and the Swiss referee who made the decision, and there have been several reconstructions triggered by new digital technology augmenting the existing footage (e.g. King; ‘das Archiv’).The forensic drive behind these transmedia extensions is most explicit in the German Football Museum in Dortmund. For the fiftieth anniversary of the World Cup in 2016, it hosted a special exhibition on the event, which – similarly to the FIFA DVD – embeds it in a story of gaining global recognition for the fairness of the German team ("Deutsches Fußballmuseum").In the permanent exhibition of the German Football Museum, the 1966 game is memorialized with an exhibit titled “Wembley Goal Investigation” (“Ermittlung Wembley-Tor”). It offers three screens, each showing the goal from a different camera angle, a button allowing the visitors to stop the scene at any moment. A huge display cabinet showcases documents, newspaper clippings, quotes from participants, and photographs in the style of a crime-scene investigation—groups of items are called “corpus delicti,” “witnesses,” and “analysis.” Red hand-drawn arrows insinuate relations between different items; yellow “crime scene, do not cross” tape lies next to a ruler and a pair of tweezers.Like the various uses of the slow-motion replays on television, in film, on DVD, and on YouTube, the museum thus offers both hegemonic narratives suggesting a particular emplotment of the event that endow it with broader (nationalist) meaning and a forensic storyworld that offers props, characters, and action building-blocks in a way that invites fans to activate their own storytelling capacities.Conclusion: Sport’s Trans-Seriality Sport’s dependency on a public evaluation of its performances has made it a dynamic transmedia topic from the latter part of the 19th century onwards. Contested moments especially prompt a forensic attitude that harnesses the affordances of different media (and quickly takes advantage of technological innovations) to discuss what “really” happened. The public evaluation of performances also shapes the role of authorship and copyright, which is pivotal to transmedia more generally (Kustritz). Though the circulation of moving images from professional sporting events is highly restricted and intensely monetized, historically this circulation only became a valuable asset because of the sprawling storytelling practices about sport, individual competitions, and famous athletes in press, photography, film, and radio. Even though television dominates the first instance of emplotment during the live transmission, there is no primordial authorship; sport’s intense competition and partisanship (and their national organisation) guarantee that there are contrasting narratives from the start.The forensic storytelling, as we have seen, is structured by sport’s layered seriality, which establishes a rich storyworld and triggers ever new connections between present and past events. Long before the so-called seasons of radio or television series, sport established a seasonal cycle that repeats the same kind of competition with different pre-conditions, personnel, and weather conditions. Likewise, long before the complex storytelling of current television drama (Mittell, Complex TV), sport has mixed episodic with serial storytelling. On the one hand, the 1908 Marathon, for example, is part of the long series of marathon competitions, which can be considered independent events with their own fixed ending. On the other hand, athletes’ histories, continuing rivalries, and (in the case of the World Cup) progress within a tournament all establish narrative connections across individual episodes and even across different seasons (on the similarities between TV sport and soap operas, cf. O’Connor and Boyle).From its start in the 19th century, the serial publication of newspapers supported (and often promoted) sport’s seriality, while sport also shaped the publication schedule of the daily or weekly press (Mason) and today still shapes the seasonal structure of television and sport related computer games (Hutchins and Rowe 164). This seasonal structure also triggers wide-ranging references to the past: With each new World Cup, the famous goal from 1966 gets integrated into new highlight reels telling the German and the English teams’ different stories.Additionally, together with the contingency of sport events, this dual seriality offers ample opportunity for the articulation of “latent seriality” (Kustritz), as a previously neglected recurring trope, situation, or type of event across different instalments can eventually be noted. As already mentioned, the goal of 1966 is part of different sections on the FIFA DVDs: as the climactic final example in a chapter collecting World Cup controversies, as an important—but rather ambivalent—moment of German’s World Cup history, and as the biggest triumph in the re-telling of England’s World Cup appearances. In contrast to most fictional forms of seriality, the emplotment of sport constantly integrates such explicit references to the past, even causally disconnected historical events like the ancient Greek marathon.As a result, each competition activates multiple temporal layers—only some of which are structured as narratives. It is important to note that the public evaluation of performances is not at all restricted to narrative forms; as we have seen, there are quantitative and qualitative comparisons, chronicles, rankings, and athletic spectacle, all of which can create transmedia intertextuality. Sport thus might offer an invitation to more generally analyse how transmedia seriality combines narrative and other forms. Even for fictional transmedia, the immersion in a storyworld and the imagination of extended and alternative storylines might only be two of many dynamics that structure seriality across different media.AcknowledgementsThe two anonymous reviewers and Florian Duijsens offered important feedback to clarify the argument of this text.ReferencesBarnfield, Andrew. "Soccer, Broadcasting, and Narrative: On Televising a Live Soccer Match." Communication & Sport (2013): 326–341.Boni, Marta. "Worlds Today." World Building: Transmedia, Fans, Industries. Ed. Marta Boni. Amsterdam: Amsterdam UP, 2017. 9–27."Das Archiv: das Wembley-Tor." Karambolage, 19 June 2016. 6 Feb. 2018 <https://sites.arte.tv/karambolage/de/das-archiv-das-wembley-tor-karambolage>.The Daily Mail, 25 July 1908.Davis, David. Showdown at Shepherd’s Bush: The 1908 Olympic Marathon and the Three Runners Who Launched a Sporting Craze. 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"Peter Sagan’s 2017 Tour de France Disqualification Appeal Rejected by CAS." Bleacher Report. 6 July 2017. 6 Feb. 2018 <https://bleacherreport.com/articles/2720166-peter-sagans-2017-tour-de-france-disqualification-appeal-rejected-by-cas>.Stauff, Markus. "The Pregnant-Moment-Photograph: The London 1908 Marathon and the Cross-Media Evaluation of Sport Performances." Historical Social Research (forthcoming). The Times, 22 July 1908.The Times, 24 July 1908."Tour de France: Peter Sagan Disqualified for Elbowing Mark Cavendish." 4 July 2017. 6 Feb. 2018 <https://www.usatoday.com/story/sports/cycling/2017/07/04/demare-wins-tour-stage-as-cavendish-involved-in-nasty-crash/103410284/>.Tudor, Andrew. "Them and Us: Story and Stereotype in TV World Cup Coverage." European Journal of Communication 7 (1992): 391–413.Werron, Tobias. "On Public Forms of Competition." Cultural Studies ↔ Critical Methodologies 14.1 (2014): 62–76.———. "World Sport and Its Public. 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IntroductionFirmly located within the discourse of visible culture as the lofty preserve of art exhibitions and museum artefacts, the noun “curate” has gradually transformed into the verb “to curate”. Williams writes that “curate” has become a fashionable code word among the aesthetically minded to describe a creative activity. Designers no longer simply sell clothes; they “curate” merchandise. Chefs no longer only make food; they also “curate” meals. Chosen for their keen eye for a particular style or a precise shade, it is their knowledge of their craft, their reputation, and their sheer ability to choose among countless objects which make the creative process a creative activity in itself. Writing from within the framework of “curate” as a creative process, this article discusses how the state banquet for Queen Elizabeth II, hosted by Irish President Mary McAleese at Dublin Castle in May 2011, was carefully curated to represent Ireland’s diplomatic, cultural, and culinary identity. The paper will focus in particular on how the menu for the banquet was created and how the banquet’s brief, “Ireland on a Plate”, was fulfilled.History and BackgroundFood has been used by nations for centuries to display wealth, cement alliances, and impress foreign visitors. Since the feasts of the Numidian kings (circa 340 BC), culinary staging and presentation has belonged to “a long, multifaceted and multicultural history of diplomatic practices” (IEHCA 5). According to the works of Baughman, Young, and Albala, food has defined the social, cultural, and political position of a nation’s leaders throughout history.In early 2011, Ross Lewis, Chef Patron of Chapter One Restaurant in Dublin, was asked by the Irish Food Board, Bord Bía, if he would be available to create a menu for a high-profile banquet (Mahon 112). The name of the guest of honour was divulged several weeks later after vetting by the protocol and security divisions of the Department of the Taoiseach (Prime Minister) and the Department of Foreign Affairs and Trade. Lewis was informed that the menu was for the state banquet to be hosted by President Mary McAleese at Dublin Castle in honour of Queen Elizabeth II’s visit to Ireland the following May.Hosting a formal banquet for a visiting head of state is a key feature in the statecraft of international and diplomatic relations. Food is the societal common denominator that links all human beings, regardless of culture (Pliner and Rozin 19). When world leaders publicly share a meal, that meal is laden with symbolism, illuminating each diner’s position “in social networks and social systems” (Sobal, Bove, and Rauschenbach 378). The public nature of the meal signifies status and symbolic kinship and that “guest and host are on par in terms of their personal or official attributes” (Morgan 149). While the field of academic scholarship on diplomatic dining might be young, there is little doubt of the value ascribed to the semiotics of diplomatic gastronomy in modern power structures (Morgan 150; De Vooght and Scholliers 12; Chapple-Sokol 162), for, as Firth explains, symbols are malleable and perfectly suited to exploitation by all parties (427).Political DiplomacyWhen Ireland gained independence in December 1921, it marked the end of eight centuries of British rule. The outbreak of “The Troubles” in 1969 in Northern Ireland upset the gradually improving environment of British–Irish relations, and it would be some time before a state visit became a possibility. Beginning with the peace process in the 1990s, the IRA ceasefire of 1994, and the Good Friday Agreement in 1998, a state visit was firmly set in motion by the visit of Irish President Mary Robinson to Buckingham Palace in 1993, followed by the unofficial visit of the Prince of Wales to Ireland in 1995, and the visit of Irish President Mary McAleese to Buckingham Palace in 1999. An official invitation to Queen Elizabeth from President Mary McAleese in March 2011 was accepted, and the visit was scheduled for mid-May of the same year.The visit was a highly performative occasion, orchestrated and ordained in great detail, displaying all the necessary protocol associated with the state visit of one head of state to another: inspection of the military, a courtesy visit to the nation’s head of state on arrival, the laying of a wreath at the nation’s war memorial, and a state banquet.These aspects of protocol between Britain and Ireland were particularly symbolic. By inspecting the military on arrival, the existence of which is a key indicator of independence, Queen Elizabeth effectively demonstrated her recognition of Ireland’s national sovereignty. On making the customary courtesy call to the head of state, the Queen was received by President McAleese at her official residence Áras an Uachtaráin (The President’s House), which had formerly been the residence of the British monarch’s representative in Ireland (Robbins 66). The state banquet was held in Dublin Castle, once the headquarters of British rule where the Viceroy, the representative of Britain’s Court of St James, had maintained court (McDowell 1).Cultural DiplomacyThe state banquet provided an exceptional showcase of Irish culture and design and generated a level of preparation previously unseen among Dublin Castle staff, who described it as “the most stage managed state event” they had ever witnessed (Mahon 129).The castle was cleaned from top to bottom, and inventories were taken of the furniture and fittings. The Waterford Crystal chandeliers were painstakingly taken down, cleaned, and reassembled; the Killybegs carpets and rugs of Irish lamb’s wool were cleaned and repaired. A special edition Newbridge Silverware pen was commissioned for Queen Elizabeth and Prince Philip to sign the newly ordered Irish leather-bound visitors’ book. A new set of state tableware was ordered for the President’s table. Irish manufacturers of household goods necessary for the guest rooms, such as towels and soaps, hand creams and body lotions, candle holders and scent diffusers, were sought. Members of Her Majesty’s staff conducted a “walk-through” several weeks in advance of the visit to ensure that the Queen’s wardrobe would not clash with the surroundings (Mahon 129–32).The promotion of Irish manufacture is a constant thread throughout history. Irish linen, writes Kane, enjoyed a reputation as far afield as the Netherlands and Italy in the 15th century, and archival documents from the Vaucluse attest to the purchase of Irish cloth in Avignon in 1432 (249–50). Support for Irish-made goods was raised in 1720 by Jonathan Swift, and by the 18th century, writes Foster, Dublin had become an important centre for luxury goods (44–51).It has been Irish government policy since the late 1940s to use Irish-manufactured goods for state entertaining, so the material culture of the banquet was distinctly Irish: Arklow Pottery plates, Newbridge Silverware cutlery, Waterford Crystal glassware, and Irish linen tablecloths. In order to decide upon the table setting for the banquet, four tables were laid in the King’s Bedroom in Dublin Castle. The Executive Chef responsible for the banquet menu, and certain key personnel, helped determine which setting would facilitate serving the food within the time schedule allowed (Mahon 128–29). The style of service would be service à la russe, so widespread in restaurants today as to seem unremarkable. Each plate is prepared in the kitchen by the chef and then served to each individual guest at table. In the mid-19th century, this style of service replaced service à la française, in which guests typically entered the dining room after the first course had been laid on the table and selected food from the choice of dishes displayed around them (Kaufman 126).The guest list was compiled by government and embassy officials on both sides and was a roll call of Irish and British life. At the President’s table, 10 guests would be served by a team of 10 staff in Dorchester livery. The remaining tables would each seat 12 guests, served by 12 liveried staff. The staff practiced for several days prior to the banquet to make sure that service would proceed smoothly within the time frame allowed. The team of waiters, each carrying a plate, would emerge from the kitchen in single file. They would then take up positions around the table, each waiter standing to the left of the guest they would serve. On receipt of a discreet signal, each plate would be laid in front of each guest at precisely the same moment, after which the waiters would then about foot and return to the kitchen in single file (Mahon 130).Post-prandial entertainment featured distinctive styles of performance and instruments associated with Irish traditional music. These included reels, hornpipes, and slipjigs, voice and harp, sean-nόs (old style) singing, and performances by established Irish artists on the fiddle, bouzouki, flute, and uilleann pipes (Office of Public Works).Culinary Diplomacy: Ireland on a PlateLewis was given the following brief: the menu had to be Irish, the main course must be beef, and the meal should represent the very best of Irish ingredients. There were no restrictions on menu design. There were no dietary requirements or specific requests from the Queen’s representatives, although Lewis was informed that shellfish is excluded de facto from Irish state banquets as a precautionary measure. The meal was to be four courses long and had to be served to 170 diners within exactly 1 hour and 10 minutes (Mahon 112). A small army of 16 chefs and 4 kitchen porters would prepare the food in the kitchen of Dublin Castle under tight security. The dishes would be served on state tableware by 40 waiters, 6 restaurant managers, a banqueting manager and a sommélier. Lewis would be at the helm of the operation as Executive Chef (Mahon 112–13).Lewis started by drawing up “a patchwork quilt” of the products he most wanted to use and built the menu around it. The choice of suppliers was based on experience but also on a supplier’s ability to deliver perfectly ripe goods in mid-May, a typically black spot in the Irish fruit and vegetable growing calendar as it sits between the end of one season and the beginning of another. Lewis consulted the Queen’s itinerary and the menus to be served so as to avoid repetitions. He had to discard his initial plan to feature lobster in the starter and rhubarb in the dessert—the former for the precautionary reasons mentioned above, and the latter because it featured on the Queen’s lunch menu on the day of the banquet (Mahon 112–13).Once the ingredients had been selected, the menu design focused on creating tastes, flavours and textures. Several draft menus were drawn up and myriad dishes were tasted and discussed in the kitchen of Lewis’s own restaurant. Various wines were paired and tasted with the different courses, the final choice being a Château Lynch-Bages 1998 red and a Château de Fieuzal 2005 white, both from French Bordeaux estates with an Irish connection (Kellaghan 3). Two months and two menu sittings later, the final menu was confirmed and signed off by state and embassy officials (Mahon 112–16).The StarterThe banquet’s starter featured organic Clare Island salmon cured in a sweet brine, laid on top of a salmon cream combining wild smoked salmon from the Burren and Cork’s Glenilen Farm crème fraîche, set over a lemon balm jelly from the Tannery Cookery School Gardens, Waterford. Garnished with horseradish cream, wild watercress, and chive flowers from Wicklow, the dish was finished with rapeseed oil from Kilkenny and a little sea salt from West Cork (Mahon 114). Main CourseA main course of Irish beef featured as the pièce de résistance of the menu. A rib of beef from Wexford’s Slaney Valley was provided by Kettyle Irish Foods in Fermanagh and served with ox cheek and tongue from Rathcoole, County Dublin. From along the eastern coastline came the ingredients for the traditional Irish dish of smoked champ: cabbage from Wicklow combined with potatoes and spring onions grown in Dublin. The new season’s broad beans and carrots were served with wild garlic leaf, which adorned the dish (Mahon 113). Cheese CourseThe cheese course was made up of Knockdrinna, a Tomme style goat’s milk cheese from Kilkenny; Milleens, a Munster style cow’s milk cheese produced in Cork; Cashel Blue, a cow’s milk blue cheese from Tipperary; and Glebe Brethan, a Comté style cheese from raw cow’s milk from Louth. Ditty’s Oatmeal Biscuits from Belfast accompanied the course.DessertLewis chose to feature Irish strawberries in the dessert. Pat Clarke guaranteed delivery of ripe strawberries on the day of the banquet. They married perfectly with cream and yoghurt from Glenilen Farm in Cork. The cream was set with Irish Carrageen moss, overlaid with strawberry jelly and sauce, and garnished with meringues made with Irish apple balsamic vinegar from Lusk in North Dublin, yoghurt mousse, and Irish soda bread tuiles made with wholemeal flour from the Mosse family mill in Kilkenny (Mahon 113).The following day, President McAleese telephoned Lewis, saying of the banquet “Ní hé go raibh sé go maith, ach go raibh sé míle uair níos fearr ná sin” (“It’s not that it was good but that it was a thousand times better”). The President observed that the menu was not only delicious but that it was “amazingly articulate in terms of the story that it told about Ireland and Irish food.” The Queen had particularly enjoyed the stuffed cabbage leaf of tongue, cheek and smoked colcannon (a traditional Irish dish of mashed potatoes with curly kale or green cabbage) and had noted the diverse selection of Irish ingredients from Irish artisans (Mahon 116). Irish CuisineWhen the topic of food is explored in Irish historiography, the focus tends to be on the consequences of the Great Famine (1845–49) which left the country “socially and emotionally scarred for well over a century” (Mac Con Iomaire and Gallagher 161). Some commentators consider the term “Irish cuisine” oxymoronic, according to Mac Con Iomaire and Maher (3). As Goldstein observes, Ireland has suffered twice—once from its food deprivation and second because these deprivations present an obstacle for the exploration of Irish foodways (xii). Writing about Italian, Irish, and Jewish migration to America, Diner states that the Irish did not have a food culture to speak of and that Irish writers “rarely included the details of food in describing daily life” (85). Mac Con Iomaire and Maher note that Diner’s methodology overlooks a centuries-long tradition of hospitality in Ireland such as that described by Simms (68) and shows an unfamiliarity with the wealth of food related sources in the Irish language, as highlighted by Mac Con Iomaire (“Exploring” 1–23).Recent scholarship on Ireland’s culinary past is unearthing a fascinating story of a much more nuanced culinary heritage than has been previously understood. This is clearly demonstrated in the research of Cullen, Cashman, Deleuze, Kellaghan, Kelly, Kennedy, Legg, Mac Con Iomaire, Mahon, O’Sullivan, Richman Kenneally, Sexton, and Stanley, Danaher, and Eogan.In 1996 Ireland was described by McKenna as having the most dynamic cuisine in any European country, a place where in the last decade “a vibrant almost unlikely style of cooking has emerged” (qtd. in Mac Con Iomaire “Jammet’s” 136). By 2014, there were nine restaurants in Dublin which had been awarded Michelin stars or Red Ms (Mac Con Iomaire “Jammet’s” 137). Ross Lewis, Chef Patron of Chapter One Restaurant, who would be chosen to create the menu for the state banquet for Queen Elizabeth II, has maintained a Michelin star since 2008 (Mac Con Iomaire, “Jammet’s” 138). Most recently the current strength of Irish gastronomy is globally apparent in Mark Moriarty’s award as San Pellegrino Young Chef 2015 (McQuillan). As Deleuze succinctly states: “Ireland has gone mad about food” (143).This article is part of a research project into Irish diplomatic dining, and the author is part of a research cluster into Ireland’s culinary heritage within the Dublin Institute of Technology. The aim of the research is to add to the growing body of scholarship on Irish gastronomic history and, ultimately, to contribute to the discourse on the existence of a national cuisine. If, as Zubaida says, “a nation’s cuisine is its court’s cuisine,” then it is time for Ireland to “research the feasts as well as the famines” (Mac Con Iomaire and Cashman 97).ConclusionThe Irish state banquet for Queen Elizabeth II in May 2011 was a highly orchestrated and formalised process. From the menu, material culture, entertainment, and level of consultation in the creative content, it is evident that the banquet was carefully curated to represent Ireland’s diplomatic, cultural, and culinary identity.The effects of the visit appear to have been felt in the years which have followed. Hennessy wrote in the Irish Times newspaper that Queen Elizabeth is privately said to regard her visit to Ireland as the most significant of the trips she has made during her 60-year reign. British Prime Minister David Cameron is noted to mention the visit before every Irish audience he encounters, and British Foreign Secretary William Hague has spoken in particular of the impact the state banquet in Dublin Castle made upon him. Hennessy points out that one of the most significant indicators of the peaceful relationship which exists between the two countries nowadays was the subsequent state visit by Irish President Michael D. Higgins to Britain in 2013. This was the first state visit to the United Kingdom by a President of Ireland and would have been unimaginable 25 years ago. The fact that the President and his wife stayed at Windsor Castle and that the attendant state banquet was held there instead of Buckingham Palace were both deemed to be marks of special favour and directly attributed to the success of Her Majesty’s 2011 visit to Ireland.As the research demonstrates, eating together unites rather than separates, gathers rather than divides, diffuses political tensions, and confirms alliances. It might be said then that the 2011 state banquet hosted by President Mary McAleese in honour of Queen Elizabeth II, curated by Ross Lewis, gives particular meaning to the axiom “to eat together is to eat in peace” (Taliano des Garets 160).AcknowledgementsSupervisors: Dr Máirtín Mac Con Iomaire (Dublin Institute of Technology) and Dr Michael Kennedy (Royal Irish Academy)Fáilte IrelandPhotos of the banquet dishes supplied and permission to reproduce them for this article kindly granted by Ross Lewis, Chef Patron, Chapter One Restaurant ‹http://www.chapteronerestaurant.com/›.Illustration ‘Ireland on a Plate’ © Jesse Campbell BrownRemerciementsThe author would like to thank the anonymous reviewers for their feedback and suggestions on an earlier draft of this article.ReferencesAlbala, Ken. The Banquet: Dining in the Great Courts of Late Renaissance Europe. 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Biology teaches us that organisms adapt—or don’t; sociology claims that people adapt—or don’t. We know that ideas can adapt; sometimes even institutions can adapt. Or not. Various papers in this issue attest in exciting ways to precisely such adaptations and maladaptations. (See, for example, the articles in this issue by Lelia Green, Leesa Bonniface, and Tami McMahon, by Lexey A. Bartlett, and by Debra Ferreday.) Adaptation is a part of nature and culture, but it’s the latter alone that interests me here. (However, see the article by Hutcheon and Bortolotti for a discussion of nature and culture together.) It’s no news to anyone that not only adaptations, but all art is bred of other art, though sometimes artists seem to get carried away. My favourite example of excess of association or attribution can be found in the acknowledgements page to a verse drama called Beatrice Chancy by the self-defined “maximalist” (not minimalist) poet, novelist, librettist, and critic, George Elliot Clarke. His selected list of the incarnations of the story of Beatrice Cenci, a sixteenth-century Italian noblewoman put to death for the murder of her father, includes dramas, romances, chronicles, screenplays, parodies, sculptures, photographs, and operas: dramas by Vincenzo Pieracci (1816), Percy Bysshe Shelley (1819), Juliusz Slowacki (1843), Waldter Landor (1851), Antonin Artaud (1935) and Alberto Moravia (1958); the romances by Francesco Guerrazi (1854), Henri Pierangeli (1933), Philip Lindsay (1940), Frederic Prokosch (1955) and Susanne Kircher (1976); the chronicles by Stendhal (1839), Mary Shelley (1839), Alexandre Dumas, père (1939-40), Robert Browning (1864), Charles Swinburne (1883), Corrado Ricci (1923), Sir Lionel Cust (1929), Kurt Pfister (1946) and Irene Mitchell (1991); the film/screenplay by Bertrand Tavernier and Colo O’Hagan (1988); the parody by Kathy Acker (1993); the sculpture by Harriet Hosmer (1857); the photograph by Julia Ward Cameron (1866); and the operas by Guido Pannain (1942), Berthold Goldschmidt (1951, 1995) and Havergal Brian (1962). (Beatrice Chancy, 152) He concludes the list with: “These creators have dallied with Beatrice Cenci, but I have committed indiscretions” (152). An “intertextual feast”, by Clarke’s own admission, this rewriting of Beatrice’s story—especially Percy Bysshe Shelley’s own verse play, The Cenci—illustrates brilliantly what Northrop Frye offered as the first principle of the production of literature: “literature can only derive its form from itself” (15). But in the last several decades, what has come to be called intertextuality theory has shifted thinking away from looking at this phenomenon from the point of view of authorial influences on the writing of literature (and works like Harold Bloom’s famous study of the Anxiety of Influence) and toward considering our readerly associations with literature, the connections we (not the author) make—as we read. We, the readers, have become “empowered”, as we say, and we’ve become the object of academic study in our own right. Among the many associations we inevitably make, as readers, is with adaptations of the literature we read, be it of Jane Austin novels or Beowulf. Some of us may have seen the 2006 rock opera of Beowulf done by the Irish Repertory Theatre; others await the new Neil Gaiman animated film. Some may have played the Beowulf videogame. I personally plan to miss the upcoming updated version that makes Beowulf into the son of an African explorer. But I did see Sturla Gunnarsson’s Beowulf and Grendel film, and yearned to see the comic opera at the Lincoln Centre Festival in 2006 called Grendel, the Transcendence of the Great Big Bad. I am not really interested in whether these adaptations—all in the last year or so—signify Hollywood’s need for a new “monster of the week” or are just the sign of a desire to cash in on the success of The Lord of the Rings. For all I know they might well act as an ethical reminder of the human in the alien in a time of global strife (see McGee, A4). What interests me is the impact these multiple adaptations can have on the reader of literature as well as on the production of literature. Literature, like painting, is usually thought of as what Nelson Goodman (114) calls a one-stage art form: what we read (like what we see on a canvas) is what is put there by the originating artist. Several major consequences follow from this view. First, the implication is that the work is thus an original and new creation by that artist. However, even the most original of novelists—like Salman Rushdie—are the first to tell you that stories get told and retold over and over. Indeed his controversial novel, The Satanic Verses, takes this as a major theme. Works like the Thousand and One Nights are crucial references in all of his work. As he writes in Haroun and the Sea of Stories: “no story comes from nowhere; new stories are born of old” (86). But illusion of originality is only one of the implications of seeing literature as a one-stage art form. Another is the assumption that what the writer put on paper is what we read. But entire doctoral programs in literary production and book history have been set up to study how this is not the case, in fact. Editors influence, even change, what authors want to write. Designers control how we literally see the work of literature. Beatrice Chancy’s bookend maps of historical Acadia literally frame how we read the historical story of the title’s mixed-race offspring of an African slave and a white slave owner in colonial Nova Scotia in 1801. Media interest or fashion or academic ideological focus may provoke a publisher to foreground in the physical presentation different elements of a text like this—its stress on race, or gender, or sexuality. The fact that its author won Canada’s Governor General’s Award for poetry might mean that the fact that this is a verse play is emphasised. If the book goes into a second edition, will a new preface get added, changing the framework for the reader once again? As Katherine Larson has convincingly shown, the paratextual elements that surround a work of literature like this one become a major site of meaning generation. What if literature were not a one-stage an art form at all? What if it were, rather, what Goodman calls “two-stage” (114)? What if we accept that other artists, other creators, are needed to bring it to life—editors, publishers, and indeed readers? In a very real and literal sense, from our (audience) point of view, there may be no such thing as a one-stage art work. Just as the experience of literature is made possible for readers by the writer, in conjunction with a team of professional and creative people, so, arguably all art needs its audience to be art; the un-interpreted, un-experienced art work is not worth calling art. Goodman resists this move to considering literature a two-stage art, not at all sure that readings are end products the way that performance works are (114). Plays, films, television shows, or operas would be his prime examples of two-stage arts. In each of these, a text (a playtext, a screenplay, a score, a libretto) is moved from page to stage or screen and given life, by an entire team of creative individuals: directors, actors, designers, musicians, and so on. Literary adaptations to the screen or stage are usually considered as yet another form of this kind of transcription or transposition of a written text to a performance medium. But the verbal move from the “book” to the diminutive “libretto” (in Italian, little book or booklet) is indicative of a view that sees adaptation as a step downward, a move away from a primary literary “source”. In fact, an entire negative rhetoric of “infidelity” has developed in both journalistic reviewing and academic discourse about adaptations, and it is a morally loaded rhetoric that I find surprising in its intensity. Here is the wonderfully critical description of that rhetoric by the king of film adaptation critics, Robert Stam: Terms like “infidelity,” “betrayal,” “deformation,” “violation,” “bastardisation,” “vulgarisation,” and “desecration” proliferate in adaptation discourse, each word carrying its specific charge of opprobrium. “Infidelity” carries overtones of Victorian prudishness; “betrayal” evokes ethical perfidy; “bastardisation” connotes illegitimacy; “deformation” implies aesthetic disgust and monstrosity; “violation” calls to mind sexual violence; “vulgarisation” conjures up class degradation; and “desecration” intimates religious sacrilege and blasphemy. (3) I join many others today, like Stam, in challenging the persistence of this fidelity discourse in adaptation studies, thereby providing yet another example of what, in his article here called “The Persistence of Fidelity: Adaptation Theory Today,” John Connor has called the “fidelity reflex”—the call to end an obsession with fidelity as the sole criterion for judging the success of an adaptation. But here I want to come at this same issue of the relation of adaptation to the adapted text from another angle. When considering an adaptation of a literary work, there are other reasons why the literary “source” text might be privileged. Literature has historical priority as an art form, Stam claims, and so in some people’s eyes will always be superior to other forms. But does it actually have priority? What about even earlier performative forms like ritual and song? Or to look forward, instead of back, as Tim Barker urges us to do in his article here, what about the new media’s additions to our repertoire with the advent of electronic technology? How can we retain this hierarchy of artistic forms—with literature inevitably on top—in a world like ours today? How can both the Romantic ideology of original genius and the capitalist notion of individual authorship hold up in the face of the complex reality of the production of literature today (as well as in the past)? (In “Amen to That: Sampling and Adapting the Past”, Steve Collins shows how digital technology has changed the possibilities of musical creativity in adapting/sampling.) Like many other ages before our own, adaptation is rampant today, as director Spike Jonze and screenwriter Charlie Kaufman clearly realised in creating Adaptation, their meta-cinematic illustration-as-send-up film about adaptation. But rarely has a culture denigrated the adapter as a secondary and derivative creator as much as we do the screenwriter today—as Jonze explores with great irony. Michelle McMerrin and Sergio Rizzo helpfully explain in their pieces here that one of the reasons for this is the strength of auteur theory in film criticism. But we live in a world in which works of literature have been turned into more than films. We now have literary adaptations in the forms of interactive new media works and videogames; we have theme parks; and of course, we have the more common television series, radio and stage plays, musicals, dance works, and operas. And, of course, we now have novelisations of films—and they are not given the respect that originary novels are given: it is the adaptation as adaptation that is denigrated, as Deborah Allison shows in “Film/Print: Novelisations and Capricorn One”. Adaptations across media are inevitably fraught, and for complex and multiple reasons. The financing and distribution issues of these widely different media alone inevitably challenge older capitalist models. The need or desire to appeal to a global market has consequences for adaptations of literature, especially with regard to its regional and historical specificities. These particularities are what usually get adapted or “indigenised” for new audiences—be they the particularities of the Spanish gypsy Carmen (see Ioana Furnica, “Subverting the ‘Good, Old Tune’”), those of the Japanese samurai genre (see Kevin P. Eubanks, “Becoming-Samurai: Samurai [Films], Kung-Fu [Flicks] and Hip-Hop [Soundtracks]”), of American hip hop graffiti (see Kara-Jane Lombard, “‘To Us Writers, the Differences Are Obvious’: The Adaptation of Hip Hop Graffiti to an Australian Context”) or of Jane Austen’s fiction (see Suchitra Mathur, “From British ‘Pride’ to Indian ‘Bride’: Mapping the Contours of a Globalised (Post?)Colonialism”). What happens to the literary text that is being adapted, often multiple times? Rather than being displaced by the adaptation (as is often feared), it most frequently gets a new life: new editions of the book appear, with stills from the movie adaptation on its cover. But if I buy and read the book after seeing the movie, I read it differently than I would have before I had seen the film: in effect, the book, not the adaptation, has become the second and even secondary text for me. And as I read, I can only “see” characters as imagined by the director of the film; the cinematic version has taken over, has even colonised, my reader’s imagination. The literary “source” text, in my readerly, experiential terms, becomes the secondary work. It exists on an experiential continuum, in other words, with its adaptations. It may have been created before, but I only came to know it after. What if I have read the literary work first, and then see the movie? In my imagination, I have already cast the characters: I know what Gabriel and Gretta Conroy of James Joyce’s story, “The Dead,” look and sound like—in my imagination, at least. Then along comes John Huston’s lush period piece cinematic adaptation and the director superimposes his vision upon mine; his forcibly replaces mine. But, in this particular case, Huston still arguably needs my imagination, or at least my memory—though he may not have realised it fully in making the film. When, in a central scene in the narrative, Gabriel watches his wife listening, moved, to the singing of the Irish song, “The Lass of Aughrim,” what we see on screen is a concerned, intrigued, but in the end rather blank face: Gabriel doesn’t alter his expression as he listens and watches. His expression may not change—but I know exactly what he is thinking. Huston does not tell us; indeed, without the use of voice-over, he cannot. And since the song itself is important, voice-over is impossible. But I know exactly what he is thinking: I’ve read the book. I fill in the blank, so to speak. Gabriel looks at Gretta and thinks: There was grace and mystery in her attitude as if she were a symbol of something. He asked himself what is a woman standing on the stairs in the shadow, listening to distant music, a symbol of. If he were a painter he would paint her in that attitude. … Distant Music he would call the picture if he were a painter. (210) A few pages later the narrator will tell us: At last she turned towards them and Gabriel saw that there was colour on her cheeks and that her eyes were shining. A sudden tide of joy went leaping out of his heart. (212) This joy, of course, puts him in a very different—disastrously different—state of mind than his wife, who (we later learn) is remembering a young man who sang that song to her when she was a girl—and who died, for love of her. I know this—because I’ve read the book. Watching the movie, I interpret Gabriel’s blank expression in this knowledge. Just as the director’s vision can colonise my visual and aural imagination, so too can I, as reader, supplement the film’s silence with the literary text’s inner knowledge. The question, of course, is: should I have to do so? Because I have read the book, I will. But what if I haven’t read the book? Will I substitute my own ideas, from what I’ve seen in the rest of the film, or from what I’ve experienced in my own life? Filmmakers always have to deal with this problem, of course, since the camera is resolutely externalising, and actors must reveal their inner worlds through bodily gesture or facial expression for the camera to record and for the spectator to witness and comprehend. But film is not only a visual medium: it uses music and sound, and it also uses words—spoken words within the dramatic situation, words overheard on the street, on television, but also voice-over words, spoken by a narrating figure. Stephen Dedalus escapes from Ireland at the end of Joseph Strick’s 1978 adaptation of Joyce’s A Portrait of the Artist as a Young Man with the same words as he does in the novel, where they appear as Stephen’s diary entry: Amen. So be it. Welcome, O life! I go to encounter for the millionth time the reality of experience and to forge in the smithy of my soul the uncreated conscience of my race. … Old father, old artificer, stand me now and ever in good stead. (253) The words from the novel also belong to the film as film, with its very different story, less about an artist than about a young Irishman finally able to escape his family, his religion and his country. What’s deliberately NOT in the movie is the irony of Joyce’s final, benign-looking textual signal to his reader: Dublin, 1904 Trieste, 1914 The first date is the time of Stephen’s leaving Dublin—and the time of his return, as we know from the novel Ulysses, the sequel, if you like, to this novel. The escape was short-lived! Portrait of the Artist as a Young Man has an ironic structure that has primed its readers to expect not escape and triumph but something else. Each chapter of the novel has ended on this kind of personal triumphant high; the next has ironically opened with Stephen mired in the mundane and in failure. Stephen’s final words in both film and novel remind us that he really is an Icarus figure, following his “Old father, old artificer”, his namesake, Daedalus. And Icarus, we recall, takes a tumble. In the novel version, we are reminded that this is the portrait of the artist “as a young man”—later, in 1914, from the distance of Trieste (to which he has escaped) Joyce, writing this story, could take some ironic distance from his earlier persona. There is no such distance in the film version. However, it stands alone, on its own; Joyce’s irony is not appropriate in Strick’s vision. His is a different work, with its own message and its own, considerably more romantic and less ironic power. Literary adaptations are their own things—inspired by, based on an adapted text but something different, something other. I want to argue that these works adapted from literature are now part of our readerly experience of that literature, and for that reason deserve the same attention we give to the literary, and not only the same attention, but also the same respect. I am a literarily trained person. People like me who love words, already love plays, but shouldn’t we also love films—and operas, and musicals, and even videogames? There is no need to denigrate words that are heard (and visualised) in order to privilege words that are read. Works of literature can have afterlives in their adaptations and translations, just as they have pre-lives, in terms of influences and models, as George Eliot Clarke openly allows in those acknowledgements to Beatrice Chancy. I want to return to that Canadian work, because it raises for me many of the issues about adaptation and language that I see at the core of our literary distrust of the move away from the written, printed text. I ended my recent book on adaptation with a brief examination of this work, but I didn’t deal with this particular issue of language. So I want to return to it, as to unfinished business. Clarke is, by the way, clear in the verse drama as well as in articles and interviews that among the many intertexts to Beatrice Chancy, the most important are slave narratives, especially one called Celia, a Slave, and Shelley’s play, The Cenci. Both are stories of mistreated and subordinated women who fight back. Since Clarke himself has written at length about the slave narratives, I’m going to concentrate here on Shelley’s The Cenci. The distance from Shelley’s verse play to Clarke’s verse play is a temporal one, but it is also geographic and ideological one: from the old to the new world, and from a European to what Clarke calls an “Africadian” (African Canadian/African Acadian) perspective. Yet both poets were writing political protest plays against unjust authority and despotic power. And they have both become plays that are more read than performed—a sad fate, according to Clarke, for two works that are so concerned with voice. We know that Shelley sought to calibrate the stylistic registers of his work with various dramatic characters and effects to create a modern “mixed” style that was both a return to the ancients and offered a new drama of great range and flexibility where the expression fits what is being expressed (see Bruhn). His polemic against eighteenth-century European dramatic conventions has been seen as leading the way for realist drama later in the nineteenth century, with what has been called its “mixed style mimesis” (Bruhn) Clarke’s adaptation does not aim for Shelley’s perfect linguistic decorum. It mixes the elevated and the biblical with the idiomatic and the sensual—even the vulgar—the lushly poetic with the coarsely powerful. But perhaps Shelley’s idea of appropriate language fits, after all: Beatrice Chancy is a woman of mixed blood—the child of a slave woman and her slave owner; she has been educated by her white father in a convent school. Sometimes that educated, elevated discourse is heard; at other times, she uses the variety of discourses operative within slave society—from religious to colloquial. But all the time, words count—as in all printed and oral literature. Clarke’s verse drama was given a staged reading in Toronto in 1997, but the story’s, if not the book’s, real second life came when it was used as the basis for an opera libretto. Actually the libretto commission came first (from Queen of Puddings Theatre in Toronto), and Clarke started writing what was to be his first of many opera texts. Constantly frustrated by the art form’s demands for concision, he found himself writing two texts at once—a short libretto and a longer, five-act tragic verse play to be published separately. Since it takes considerably longer to sing than to speak (or read) a line of text, the composer James Rolfe keep asking for cuts—in the name of economy (too many singers), because of clarity of action for audience comprehension, or because of sheer length. Opera audiences have to sit in a theatre for a fixed length of time, unlike readers who can put a book down and return to it later. However, what was never sacrificed to length or to the demands of the music was the language. In fact, the double impact of the powerful mixed language and the equally potent music, increases the impact of the literary text when performed in its operatic adaptation. Here is the verse play version of the scene after Beatrice’s rape by her own father, Francis Chancey: I was black but comely. Don’t glance Upon me. This flesh is crumbling Like proved lies. I’m perfumed, ruddied Carrion. Assassinated. Screams of mucking juncos scrawled Over the chapel and my nerves, A stickiness, as when he finished Maculating my thighs and dress. My eyes seep pus; I can’t walk: the floors Are tizzy, dented by stout mauling. Suddenly I would like poison. The flesh limps from my spine. My inlets crimp. Vultures flutter, ghastly, without meaning. I can see lice swarming the air. … His scythe went shick shick shick and slashed My flowers; they lay, murdered, in heaps. (90) The biblical and the violent meet in the texture of the language. And none of that power gets lost in the opera adaptation, despite cuts and alterations for easier aural comprehension. I was black but comely. Don’t look Upon me: this flesh is dying. I’m perfumed, bleeding carrion, My eyes weep pus, my womb’s sopping With tears; I can hardly walk: the floors Are tizzy, the sick walls tumbling, Crumbling like proved lies. His scythe went shick shick shick and cut My flowers; they lay in heaps, murdered. (95) Clarke has said that he feels the libretto is less “literary” in his words than the verse play, for it removes the lines of French, Latin, Spanish and Italian that pepper the play as part of the author’s critique of the highly educated planter class in Nova Scotia: their education did not guarantee ethical behaviour (“Adaptation” 14). I have not concentrated on the music of the opera, because I wanted to keep the focus on the language. But I should say that the Rolfe’s score is as historically grounded as Clarke’s libretto: it is rooted in African Canadian music (from ring shouts to spirituals to blues) and in Scottish fiddle music and local reels of the time, not to mention bel canto Italian opera. However, the music consciously links black and white traditions in a way that Clarke’s words and story refuse: they remain stubbornly separate, set in deliberate tension with the music’s resolution. Beatrice will murder her father, and, at the very moment that Nova Scotia slaves are liberated, she and her co-conspirators will be hanged for that murder. Unlike the printed verse drama, the shorter opera libretto functions like a screenplay, if you will. It is not so much an autonomous work unto itself, but it points toward a potential enactment or embodiment in performance. Yet, even there, Clarke cannot resist the lure of words—even though they are words that no audience will ever hear. The stage directions for Act 3, scene 2 of the opera read: “The garden. Slaves, sunflowers, stars, sparks” (98). The printed verse play is full of these poetic associative stage directions, suggesting that despite his protestations to the contrary, Clarke may have thought of that version as one meant to be read by the eye. After Beatrice’s rape, the stage directions read: “A violin mopes. Invisible shovelsful of dirt thud upon the scene—as if those present were being buried alive—like ourselves” (91). Our imaginations—and emotions—go to work, assisted by the poet’s associations. There are many such textual helpers—epigraphs, photographs, notes—that we do not have when we watch and listen to the opera. We do have the music, the staged drama, the colours and sounds as well as the words of the text. As Clarke puts the difference: “as a chamber opera, Beatrice Chancy has ascended to television broadcast. But as a closet drama, it play only within the reader’s head” (“Adaptation” 14). Clarke’s work of literature, his verse drama, is a “situated utterance, produced in one medium and in one historical and social context,” to use Robert Stam’s terms. In the opera version, it was transformed into another “equally situated utterance, produced in a different context and relayed through a different medium” (45-6). I want to argue that both are worthy of study and respect by wordsmiths, by people like me. I realise I’ve loaded the dice: here neither the verse play nor the libretto is primary; neither is really the “source” text, for they were written at the same time and by the same person. But for readers and audiences (my focus and interest here), they exist on a continuum—depending on which we happen to experience first. As Ilana Shiloh explores here, the same is true about the short story and film of Memento. I am not alone in wanting to mount a defence of adaptations. Julie Sanders ends her new book called Adaptation and Appropriation with these words: “Adaptation and appropriation … are, endlessly and wonderfully, about seeing things come back to us in as many forms as possible” (160). The storytelling imagination is an adaptive mechanism—whether manifesting itself in print or on stage or on screen. The study of the production of literature should, I would like to argue, include those other forms taken by that storytelling drive. If I can be forgiven a move to the amusing—but still serious—in concluding, Terry Pratchett puts it beautifully in his fantasy story, Witches Abroad: “Stories, great flapping ribbons of shaped space-time, have been blowing and uncoiling around the universe since the beginning of time. And they have evolved. The weakest have died and the strongest have survived and they have grown fat on the retelling.” In biology as in culture, adaptations reign. References Bloom, Harold. The Anxiety of Influence. New York: Oxford University Press, 1975. Bruhn, Mark J. “’Prodigious Mixtures and Confusions Strange’: The Self-Subverting Mixed Style of The Cenci.” Poetics Today 22.4 (2001). Clarke, George Elliott. “Beatrice Chancy: A Libretto in Four Acts.” Canadian Theatre Review 96 (1998): 62-79. ———. Beatrice Chancy. Victoria, BC: Polestar, 1999. ———. “Adaptation: Love or Cannibalism? Some Personal Observations”, unpublished manuscript of article. Frye, Northrop. The Educated Imagination. Toronto: CBC, 1963. Goodman, Nelson. Languages of Art: An Approach to a Theory of Symbols. Indianapolis: Bobbs-Merrill, 1968. Hutcheon, Linda, and Gary R. Bortolotti. “On the Origin of Adaptations: Rethinking Fidelity Discourse and “Success”—Biologically.” New Literary History. Forthcoming. Joyce, James. Dubliners. 1916. New York: Viking, 1967. ———. A Portrait of the Artist as a Young Man. 1916. Penguin: Harmondsworth, 1960. Larson, Katherine. “Resistance from the Margins in George Elliott Clarke’s Beatrice Chancy.” Canadian Literature 189 (2006): 103-118. McGee, Celia. “Beowulf on Demand.” New York Times, Arts and Leisure. 30 April 2006. A4. Rushdie, Salman. The Satanic Verses. New York: Viking, 1988. ———. Haroun and the Sea of Stories. London: Granta/Penguin, 1990. Sanders, Julie. Adaptation and Appropriation. London and New York: Routledge, 160. Shelley, Percy Bysshe. The Cenci. Ed. George Edward Woodberry. Boston and London: Heath, 1909. Stam, Robert. “Introduction: The Theory and Practice of Adaptation.” Literature and Film: A Guide to the Theory and Practice of Film Adaptation. Oxford: Blackwell, 2005. 1-52. Citation reference for this article MLA Style Hutcheon, Linda. "In Defence of Literary Adaptation as Cultural Production." M/C Journal 10.2 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0705/01-hutcheon.php>. APA Style Hutcheon, L. (May 2007) "In Defence of Literary Adaptation as Cultural Production," M/C Journal, 10(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0705/01-hutcheon.php>.