Artigos de revistas sobre o tema "Star wars reference"

Ever since Star Wars became a franchise -- immediately after the release of A New Hope - -there have been a wide variety of efforts to structure, explain, and systematize its ever-expanding narrative universe. Going under various names, including the "Extended Universe," the Star Wars franchise beyond the core films has always been somewhat contentious, both as markers of fan knowledge and as potential for nearly endless corporate profit. What was originally kept in a vast archive of narrative data at Lucasfilm led to a hierarchy of canons and canonicity, which was distributed back to fans via elaborate reference books and contained within Star Wars plots as holocrons kept as lore in Jedi and Sith temples. This paper examines the fate of that canonicity in the wake of the 2012 purchase of Lucasfilm by Disney, exploring how various aspects of these already commodified franchise elements have been contained and redeployed as Disney both continued the Skywalker saga of films and elaborated the Star Wars franchise in new ways.

The research is about the role of the costume designer and the extent of its effectiveness in achieving the balance between character design that reflects the ideals and goals of movie, and finding the appropriate reference, whether historical or civilized influence, through the design idea on which it is based. For example, the research was taken from the costume design of the star wars movie in a condition that applies to the elements of a suitable design and limited the analysis On Queen Padmé character from the series of star wars movies, the research mentioned three costumes that appeared during the film; throne room gown with its elements inspired in the creative process of design, the lake gown, and the travel gown with its details which Inspired by different civilizations like old historical Russian dress.

The importance of science fiction in contemporary cultural studies can hardly be underestimated, no more than it can be denied. Many narratives emerging out of the world of science fiction have become fully integrated within the contemporary cannon of popular understanding, mythology and reference. Amongst these narratives, perhaps no story is more fully integrated with contemporary culture than the original Star Wars saga. More current in the contemporary social imagination than the norse sagas, or those of ancient greece, Star Wars shares many of their epic qualities. The focus on the heroic characteristics of individuals, for example, against the backdrop of a great conflict between forces of good and evil, in which the righteous and the virtuous prevail is the standard narrative of many epic cultures. Indeed, this is the origin of classic notions of virtue, which stay with us to this day (MacIntyre, 2007). In that sense, this saga could be understood as yet another permutation of a story which has been told since time immemorial. Yet, as with the classical sagas, one must be sensitive to problematic aspects within their narratives; to the version of morality which they promote, and the ways in which they do so. This main focus in this essay will be just one such problem: the (mis)use of memory within the narrative of the original Star Wars saga, and deception as it relates to the myth of the Jedi.

The Mandalorian is a very popular science-fiction show (two seasons, 2019–2020) set in the famous Star Wars Universe. Studies have shown that myth and religious thought played a crucial role in the creation of the Star Wars Universe. This article continues that tradition, albeit from a particular perspective that highlights religious language: by viewing The Mandalorian through a New Testament lens, it is argued that while many elements of popular culture reference Biblical or mythological sources, The Mandalorian’s use of these referents illustrates the way in which ancient religious and New Testament literature are still very much a shared phenomenon. Both The Mandalorian and the New Testament share certain timeless topoi: a mysterious character with extraordinary abilities, a connection to life-giving powers of the universe that give extraordinary abilities, choosing a certain way of life and the costs thereof, and also themes such as “debt”, “redemption”, and “beliefs” and how these are challenged. By using these themes, The Mandalorian presents itself as a modern myth.

Abstract Popular culture can influence debates over security policy. This article studies the use of Star Wars in the debate over Reagan's Strategic Defense Initiative (SDI). The term Star Wars was widely used to refer to SDI during debates in the 1980s. Scholars have pointed to both disabling and enabling effects of popular culture on political debates. This article refines these effects and introduces a third effect that comes from the widespread use of popular culture: a neutralizing effect that turns popular culture references into descriptive shorthands. Studying these dynamics contributes to our understanding of why popular culture is or is not used as a framing device and how it is used and perceived by decision-makers. I rely on content analysis of newspaper articles, congressional records, and political speeches and incorporate findings from elite interviews and the norm literature to conduct my analysis. I find that critics capitalized on linkages between the movie franchise and the policy to frame Reagan's missile defense system as Star Wars and to criticize his policy proposal. This science-fictionalization soon constituted the sociopolitical context surrounding Reagan's missile defense initiative. Most decision-makers perceived the Star Wars label to have a disabling effect as it cast doubt on the viability and desirability of SDI. Opponents initially tried to mobilize this effect, whereas most proponents argued against the label or refrained from using it. Few tapped into the enabling potential of Star Wars to communicate the potential benefits of SDI. The introduction of the professional term SDI helped proponents mitigate science-fictionalization in expert settings, while among the public the widespread use of the Star Wars label neutralized its meaning and turned it into a descriptive shorthand.

The article discusses inspirations from Far Eastern cultures present in George Lucas’ Star Wars saga. This cinematic story is treated as a postmodernist text, in which references to earlier cultural works appear. More attention is given to the sequel trilogy, not explored in academic circles as much as the two earlier trilogies. These inspirations are analysed through the lens of Edward Said’s concept of orientalism, with additional focus on the specific ways in which it was employed in the United States of America. In the conclusion, some reflections are devoted to audience reactions to the newest trilogy and the Eastern elements present therein.

In 2015, a series of memes appeared on Twitter under the hashtag #HumanitarianStarWars. Combining still images from the original Star Wars movies with ironic references to humanitarian/development jargon and institutions, the memes presented a humorous reflection on the modern aid industry. While memetic content has become an increasingly scrutinized area in digital culture studies—particularly with regard to unbounded and anonymous online communities, and popular discursive contestation—this article examines #HumanitarianStarWars to shed light on the possibilities and problematics of social media auto-critique undertaken by “insiders” in a particular professional realm. Keeping in mind critiques of the racial and imperial connotations of the (Western) pop-culture mythology itself, the article explores the use of the Star Wars franchise as a vehicle for commentary on an industry at work in the “Global South.” It highlights an ambiguous process of meaning-making that can be traced through the memes’ generation, circulation, and re-mediation. Although the memes provide a satirical self-reflection on practitioners’ experiences and perspectives of power relations in the global development industry, certain tendencies emerge in their remixing of this Hollywood universe that may reinforce some of the dynamics that they ostensibly critique. The article argues that examination of the ideological ambivalence of an institutional micro-meme can yield valuable insights into tensions playing out in professional social media spaces where public/private boundaries are increasingly and irrevocably blurred.

Aim Our goal was to audit the quality of the ward round documentation in our Plastic Surgery department by using the SAFE Ward Round Tool of the RCS Edinburgh’s as a reference standard, and to create an in-house pro-forma based on results and discussion. Method An initial cycle based on the SAFE Tool was undertaken with prospective audit of individual daily ward round entries. A sticker pro forma was introduced and re-audit was done using the same criteria. Based on results and discussion, the pro-forma was further improved. Re-audit was performed to assess percentage of completion of its contents. Results The first cycle showed 47% (n = 42) completion rate and re-audit after implementation of the sticker found a rise up to 70% (n = 42). The third cycle examining solely sticker completion yielded a compliance of 88% (n = 61). This improvement reflected to the enthusiastic comments received from staff working in allied specialties. Conclusions Significant lapses in daily ward round documentation were revealed by our methodology. A sticker pro-forma, which we have named the Surgical Tool for the Assessment of Rounds (STAR), was introduced and provided measurable and sustainable improvements on our daily ward round practice. That had as a result the safeguarding of patient safety in the frame of Good Medical Practice. We suggest same methodology to be followed based on the SAFE Ward Round Tool for surgical ward rounds improvement in all the surgical and interventional specialties particularly when there is a component of emergency admission in their daily practice

AbstractIn star-forming environments, shock-compressed magnetic fields occur in cloud-cloud collisions, in molecular clouds exposed to supernova remnants (SNRs), and in photo-dissociation regions (PDRs). Besides their dynamical role, they increase the cosmic ray flux above the Galactic average, and the trapped particles contribute to the heating of the shocked gas. The associated dust emission is polarized perpendicularly to the sky plane projection of the field, Bsky. In edge-on viewed shock planes, highly ordered polarization patterns are expected. In search of such a signature, the dust emission from the Orion bar (a prototypical PDR) and from a molecular cloud/SNR interface (IC443-G) was studied with a λ870μm polarimeter at the APEX (Wiesemeyer etal 2014 and references therein). While our polarization map of OMC1 confirms the hourglass shape of Bsky (e.g., Schleuning 1998, Houde etal 2004), a deep integration towards the Orion bar reveals an alignment of Bsky with the shock forming in response to the wind and to the ionizing radiation from the Trapezium cluster (Fig. 1). This structure suggests a compressed magnetic field accelerating cosmic-ray particles, a scenario proposed by [Pellegrini et al. (2009)] to explain the high excitation temperature of rotationally warm H2 and CO (Shaw et al. 2009, Peng et al. 2012, respectively).

Feast scenes from the main Star Wars episodes play an important role the creation of the plot and characters. In the paper I divide them into three types. In the first part I discuss the scenes in which a feast or a meal is a pretext for the dialogues revealing the characters’ past (the conversation between Luke and his uncle) or predict their future (little Anakin and Qui-Gon during the dinner; Anakin and Padmé’s conversation predicting their fall). In the second part I present eating scenes through the authors create or underline the characteristic features of the protagonists (comism of Jar Jar Binks and Chewbacca; Jabba’s gluttony; dehumanization of the black characters by the fact that they lack any contact with food) or build their social status (Rey’s scavenger meal; feasts at tha palaces of Jabba and Amidala; Jedi master’s ascetic meal on Dagobah; clones’ canteen). To analyse the scenes I use theories developed by food anthropologists (Mary Douglas, Claude Levi-Strauss, and Katarzyna Łeńska-Bąk) and make references to classical mythology and the Bible. In the last part I raise questions about consumer’s the identity of the character who eats juxtaposing devouring and eating scenes (why are Eworks considered humanoids whereas Wampa and Rancor are considered monsters since they all eat human flesh?).

An unprecedented number of memes emerged in response to the 2020 U.S. presidential elections. This article offers a thematic analysis of a corpus of memes published on Twitter between November 3, 2020 and January 20 2021 in relation to the U.S. presidential election. By further employing a qualitative discourse analysis and close readings of selected examples, this article explores the stances and intertextual references expressed in the memetic discourse. I illustrate which events users engage with, how they frame them using the elements of American pop culture, and the different functions such memes served for different publics. Central events – such as Donald Trump’s press conference in a Four Seasons Total Landscaping parking lot, Joe Biden’s victory and rumors about the Russian president Putin resigning – were commented upon both with broad references to widely popular franchises such as Star Wars and with multi-layered intertextual references to iconography of meme culture such as the Hockey mascot Gritty. Memes exaggerated events for comedic purposes, providing relief after a long time of tension, as well as possibly trivializing and distorting public perception of events. While meme activity peaked on November 6th and 7th, a singular viral meme of Bernie Sanders emerged after Joe Biden’s inauguration, illustrating a different genre of meme as a response to a different political situation in which the political figure serves a wide variety of purposes in commenting upon popular culture. Such memes served to establish a sense of community, agency, and catharsis after the anxieties many Democratic voters experienced prior to the election. These findings present the growing role of popular and fan culture to political discourse on mainstream social media platforms and their varied and highly flexible expression.

La arquitectura empresarial permite armonizar los componentes tecnológicos de una organización definiendo un norte acorde con los objetivos y estrategias corporativas. En el grupo de geomecánica del ICP se quiere contar con elementos que sean de apoyo para generar desarrollos de herramientas software que permitan monitorear la perforación de pozos petroleros en tiempo real. Este trabajo presenta un marco conceptual de arquitectura empresarial enfocado en la optimización del flujo de información para apoyar la toma de decisiones estratégicas, generando una hoja de ruta de desarrollo de herramientas software que faciliten la gestión de información para el grupo de geomecánica del ICP. En el diseño de la arquitectura empresarial se trabajó en las seis primeras fases de la metodología ADM que proporciona TOGAF. Enterprise architecture allows to harmonize a company’s technological components by defining a north star accord-ing to corporate goals and strategies. Ecopetrol-ICP’s geomechanics group needs to have elements to support software development for real time drilling monitoring. This work presents a conceptual framework for enterprise architecture focused on the optimization of information flow to support strategic decision-making by creating a soft-ware development roadmap to ease IT management for ICP’s geomechanics research group. In the Enterprise Architecture design with TOGAF the first six phases of the ADM cycle were implemented.

Judith Weir's Tiger under the Table, premièred by the London Sinfonietta under Thomas Adès in March 2003, is a reference to an exceptional energy in the lower registers, exemplified by an angry bassoon and twanging double bass. The gruff and dark-hued emphasis on the bass line in the opening section is in stark contrast to the typically bright and shiny ‘Judith Weir sound’ as exemplified by Moon and Star and the Piano Concerto, for example. The feeling of an underground upheaval recalls, rather, the ominous stringed-instrument slapping from the fifth movement of Weir's We Are Shadows. A heavenly string quartet offers repose: as in Vaughan Williams's Tallis Fantasia, it operates on a different plane from the rest of the ensemble. There ensues a quick parade of trios and quartets made up of unlikely combinations, including an ill-fated attempt to form a piano concerto. Finally, all 14 players join together and the composer truly becomes herself again in a witty and jazzy coda of prodigious invention. The pointillism here is engagingly full of heart. Glissandi threaten to destabilie the structure, but the work ends optimistically, with a warm unison.

Context. Far infrared cooling of excited gas around protostars has been predominantly studied in the context of pointed observations. Large-scale spectral maps of star forming regions enable the simultaneous, comparative study of the gas excitation around an ensemble of sources at a common frame of reference, therefore, providing direct insights in the multitude of physical processes involved. Aims. We employ extended spectral-line maps to decipher the excitation, the kinematical, and dynamical processes in NGC 1333 as revealed by a number of different molecular and atomic lines, aiming to set a reference for the applicability and limitations of different tracers in constraining particular physical processes. Methods. We reconstructed line maps for H2, CO, H2O, and [C I] using data obtained with the Spitzer infrared spectrograph and the Herschel HIFI and SPIRE instruments. We compared the morphological features revealed in the maps and derive the gas excitation conditions for regions of interest employing local thermodynamic equilibrium (LTE) and non-LTE methods. We also calculated the kinematical and dynamical properties for each outflow tracer in a consistent manner for all observed outflows driven by protostars in NGC 1333. We finally measured the water abundance in outflows with respect to carbon monoxide and molecular hydrogen. Results. CO and H2 are highly excited around B-stars and, at lower, levels trace protostellar outflows. H2O emission is dominated by a moderately fast component associated with outflows. H2O also displays a weak, narrow-line component in the vicinity of B-stars associated to their ultraviolet (UV) field. This narrow component is also present in a few of outflows, indicating UV radiation generated in shocks. Intermediate J CO lines appear brightest at the locations traced by the narrow H2O component, indicating that beyond the dominating collisional processes, a secondary, radiative excitation component can also be active. The morphology, kinematics, excitation, and abundance variations of water are consistent with its excitation and partial dissociation in shocks. Water abundance ranges between 5 × 10−7 and ~10−5, with the lower values being more representative. Water is brightest and most abundant around IRAS 4A, which is consistent with the latter hosting a hot corino source. [C I] traces dense and warm gas in the envelopes surrounding protostars. Outflow mass flux is highest for CO and decreases by one and two orders of magnitude for H2 and H2O, respectively. Conclusions. Large-scale spectral line maps can provide unique insights into the excitation of gas in star-forming regions. A comparative analysis of line excitation and morphologies at different locations allows us to decipher the dominant excitation conditions in each region in addition to isolating exceptional cases.

Abstract The JWST Disk Infrared Spectral Chemistry Survey (JDISCS) aims to understand the evolution of the chemistry of inner protoplanetary disks using the Mid-InfraRed Instrument (MIRI) on the James Webb Space Telescope (JWST). With a growing sample of >30 disks, the survey implements a custom method to calibrate the MIRI Medium Resolution Spectrometer (MRS) to contrasts of better than 1:300 across its 4.9–28 μm spectral range. This is achieved using observations of Themis family asteroids as precise empirical reference sources. The high spectral contrast enables precise retrievals of physical parameters, searches for rare molecular species and isotopologues, and constraints on the inventories of carbon- and nitrogen-bearing species. JDISCS also offers significant improvements to the MRS wavelength and resolving power calibration. We describe the JDISCS calibrated data and demonstrate their quality using observations of the disk around the solar-mass young star FZ Tau. The FZ Tau MIRI spectrum is dominated by strong emission from warm water vapor. We show that the water and CO line emission originates from the disk surface and traces a range of gas temperatures of ∼500–1500 K. We retrieve parameters for the observed CO and H2O lines and show that they are consistent with a radial distribution represented by two temperature components. A high water abundance of n(H2O) ∼ 10−4 fills the disk surface at least out to the 350 K isotherm at 1.5 au. We search the FZ Tau environs for extended emission, detecting a large (radius of ∼300 au) ring of emission from H2 gas surrounding FZ Tau, and discuss its origin.

It's not often that you are asked to come up with an article to a strict deadline but with absolutely no constraints as to the content. It's a challenge but also a luxury. Without a moment's hesitation I chose the journal as my topic. After all it is in JCS that I published my first papers; its editorial board was the first editorial board that I joined; and, of course, since I became Editor-in-Chief it has occupied a significant proportion of my waking thoughts. I was a PhD student in the laboratory of one of the Editors of the journal (now retired), and so it seemed natural that my thesis work would be published in JCS (though, come to think of it, no other options were on offer). We worked hard on my first manuscript until we had it in a form that we were satisfied with. I then left the manuscript with my advisor and, a few days later, he told me that the referees were positive and that the paper was now in press. (Oh happy days - now that I'm Editor my papers get rejected from JCS with some regularity.) While this gave me a very positive experience of science publishing in general and of JCS in particular, it did leave me completely unprepared for the more conventional review process. I was quite shocked when, as a postdoc, I submitted my first paper to a non-JCS journal (J. Cell Biol. in fact) and received referees' reports that were a) in writing, b) critical and c) took almost two months to arrive. I also discovered that JCS did not enjoy the same star billing at MIT as in Oxford and, when I rushed to the library to see my precious papers in print, it was some time before I located the journal in a dusty corner of the building. So, as we hurtle into the new Millennium, are my experiences as a PhD student relevant to publishing in JCS today? I believe that the answer is yes, for two reasons. First, because JCS still strives to be very author-friendly and, second, because any journal inevitably reflects the personalities and tastes of its Editors. JCS has always put the author first. Tangible examples of this philosophy are the open and rapid review process (ahem, I know we do slip up occasionally, so no need to interrupt my New Year hangover with any reminders), rapid, high quality publication, lack of page charges, free reprints and free colour. These features of the journal have undoubtedly benefited non-JCS authors, as competitor journals have been forced to adopt some of our policies. We are also unusual in being owned by a non-profit organisation that is committed to returning the (not inconsiderable) profits of the journal to the scientific community, through support for conferences, grants to allow scientists to visit other laboratories, and so on. While being kind to authors isn't controversial (is it?), the issue of journal content certainly is. We all grumble that such and such a journal ‘likes’ one research area and ‘dislikes’ another, and there is no doubt that for any given journal it is easier to publish some types of paper than others (thereby, of course, creating a convenient niche for new journals to fill). Here I would make two points: you can't publish papers that aren't submitted; and it is much easier to edit a journal with a modest number of submissions (JCS pre-1992) than to edit one in which the number of submissions exceeds the page allocation by a factor of greater than four (JCS at the cusp of the Millennium). As the impact factor of JCS has crept upwards, submissions have soared, but there is still a need to attract stronger papers, and so I spend a fair amount of time talking to potential authors and soliciting manuscripts, using any of the inducements at my disposal (sliding scale available on request). Along the way I seem to spend a lot of time over drinks in dingy conference bars, listening to authors' tales of cruel mistreatment at the hands of other journals; sometimes it is a struggle to remember exactly what I promised once I am safely back in my own lab. My tastes in cell biology are famously eclectic, but at some point in the last few years we no longer had space to publish all the scientifically sound papers that were being submitted. We were forced to resort to editorial rejections. This is when an Editor decides that a piece of work should not appear in the journal, even if the referees were to be positive, and therefore that the paper should not be sent out for review. Ouch! It always hurts to have a paper rejected in this way. We bend over backwards to spell out at the front of the journal the type of paper that will be editorially rejected and to explain the reasons for rejection in the decision letter to the author. An author can always appeal, in which case we will almost always send the paper out for review (and sadly the referees almost always tick the ‘too descriptive’, insufficient advance' or ‘insufficient general interest’ box on the report form). Even if space were not a limitation (and it will not be when hard copy journals disappear) there would still be the constant desire to improve the quality of the journal, the crude index of which is the impact factor. It is worth pointing out that the motivation to publish better and better science is largely the Editors' own and has almost nothing to do with the commercial success of the journal. It comes as a surprise to most scientists to discover that a large portfolio of journals with tiny circulations and mediocre content can potentially make as much money as one blockbuster journal; if the authors pay high enough page charges you enter the lucrative world of vanity publishing. Nor does it matter if a journal has a life span of only a few years; its demise is devastating for the scientists who put so much effort into it, but for the publisher it can simply be replaced with another new journal and another new title. Oops, I am beginning to sound cynical (but remember that I am writing this in 1999 and the rays of the new Millennium have yet to warm my soul). If the discrepancy between commercial success and scientific success is one issue that I brood on, the other is the growing ‘professionalisation’of science publishing. ‘Amateur’ editors, such as myself, who combine editing with running a research lab, are not quite an endangered species, but we are probably decreasing in number. We are being replaced by people who have left bench science after a PhD and, often, postdoctoral training and have taken up science publishing as a career. There have always been PhDs involved in different aspects of journal publishing, but I am thinking particularly of the growing numbers who actually determine the scientific content of the journal. At their best professional Editors are unparalleled in the flair that they bring to the job - witness the legendary Miranda Robertson and Benjamin Lewin. At their worst they have the mentality of failed postdocs, their understanding of science frozen at the point where they retired, injured, from the fray. At conferences they will assiduously take notes during the talks by their former colleagues and stare blankly into space when subjects that they are unfamiliar with are presented. They become fashion junkies, unable to decide for themselves what their journal should be publishing this season. The JCS experience of ‘professionalisation’, I hasten to add, has been totally positive (otherwise this bit would have been mysteriously edited out!). By recruiting a staff editor we have been able to take new initiatives we simply didn't have the time or energy for before. Without him ‘Editorials’, ‘In This Issue’ and a constant flow of interesting review articles would never have become reality - and there are plenty of other innovations in the pipeline. I believe in a partnership between the amateurs and the professionals, with the amateurs providing an accountability and a practical perspective that can only come from being active in the lab. No article about science publishing is complete without some pontification on electronic publishing. I'm all for it (electronic publishing, that is) for all the reasons that are rehearsed ad nauseam, but also out of nostalgia for those papers I published when I was a PhD student. Electronic publication can free us from the severe restrictions that are currently imposed on the length of individual articles. Of course it is already possible to publish supplementary material, such as movies and methods, on journal web sites, but what I would like to see is a return to longer reference lists. When I was beavering away on my first JCS paper, I took great trouble to cite all the relevant literature, both recently published and ancient (i.e. more than three years old). These days, so often, in the interests of space we restrict our citations to the newest papers, the papers in the top three journals or, worse, avoid the primary publications altogether and rely on reviews. All too often the Acknowledgements at the end of an article will include a blanket apology to those authors whose work could not be cited owing to lack of space. It would be doing science a great service if we could, once more, enjoy the luxury and the responsibility of placing our own work both in the context of the papers that preceded it and in a wider context than our own narrow research area. So, happy Millennium - and thank you to all the unsung heroes of JCS: the authors, referees, Editors and board members and all the staff who miraculously turn the constant deluge of accepted papers into a rather fine journal.

Dialoguing with the theoretical intersection between central references of the Critical Theory of Society and the philosopher Guy Debord, through literature review and case studies, this article sought to discuss the theme of suicide.com. Although the term has been coined, it was done, generically, for suicide cases in which the author uses some digital resource to the act. Therefore, suicide.com shows its characteristics and forms of manifestation that differs between cases in which the suicides are encouraged and directed by websites and/or internet users where, in general, such practices are restricted to the forums. accompanied by the chats, having as a visual record eventual images of the process; creation of suicide groups where people meet in forums to talk about the subject and they create a collective death pact; or cases where the suicide makes the practice public in video and live, from the access of Internet users to the webcam. However, the proposed approach embraced a new understanding of the concept, which could be based on the following premises: a) the suicide, as a social phenomenon, is limited to the historical context and cultural factors of its time and space, therefore, the media is an inherent component of contemporary suicide practices; b) suicide.com, however, is not just the virtualized replication of traditional suicide; It is the result of the processes of public spectacularization of private life in virtual environments.ResumoDialogando com a intersecção teórica entre referências centrais da Teoria Crítica da Sociedade e o filósofo Guy Debord, por meio de revisão bibliográfica e de estudos de caso, o presente artigo buscou discutir a temática do suicídio.com. Apesar de o termo já ter sido cunhado, o mesmo foi feito, genericamente, para casos de suicídio em que o autor utiliza algum meio digital para o ato. Assim sendo, o suicídio.com apresentou suas próprias características e formas de manifestação, que se diferem entre casos nos quais os suicidas são incentivados e orientados por sites e/ou usuários da internet onde, em geral, tais práticas ficam restritas aos fóruns, sendo acompanhadas pelos chats, tendo como forma de registro visual eventuais fotos do processo; criação de grupos suicidas onde as pessoas se encontram em fóruns sobre o assunto e criam um pacto de morte coletiva; ou casos em que o suicida torna a prática pública em vídeo e ao vivo, a partir do acesso dos internautas à webcam. Todavia, a propositura levantada abarcou uma nova compreensão do conceito, que pôde ser alicerçado nas seguintes premissas: a) o suicídio, enquanto fenômeno social, está circunscrito ao contexto histórico e aos fatores culturais de seu tempo e espaço, portanto, a mídia é um componente inerente às práticas contemporâneas de suicídio; b) o suicídio.com, porém, não é somente a replicação virtualizada do suicídio tradicional; é consequente dos processos de espetacularização pública da vida privada em ambientes virtuais.Palavras-chave: Suicídio.com, Sociedade do espetáculo, Cibercultura, Suicídio.Keywords: Suicide.com, Society of the spetacle, Cyberculture, Suicide.ReferencesADORNO, Theodor Wiesegrund; HORKHEIMER, Max. Dialética do esclarecimento: fragmentos filosóficos. Trad. Guido Antonio de Almeida. Rio de Janeiro: Jorge Zahar, 1985.ALMEIDA, Ana Filipa. Efeito de Werther. In: Análise psicológica, Lisboa, v. 18, n. 1, p. 37-51, 2000.ANES, Eugenia Maria Garcia; SILVA, N.; SILVA, S. 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Revista Unespciência. 13. ed., p. 30-35, out. 2010.COSTA, Ana Luisa. A relação entre o suicídio e a internet: o fenômeno do ‘suicídio.com’. CONGRESSO DE CIÊNCIAS DA COMUNICAÇÃO NA REGIÃO SUDESTE, 19., Vila Velha/ES, 2014. Anais... Vila Velha: Intercom – Sociedade Brasileira de Estudos Interdisciplinares da Comunicação, 2014.CRUVINEL, Monica Vasconcelos. Rastros virtuais de uma morte (a)enunciada: uma análise dos discursos do suicídio pelas páginas “brasileiras” do Orkut”. 2008. 198 f. Dissertação (Mestrado em Linguística) - Instituto de Estudos de Linguagem, Unicamp, Campinas, 2008.CRUZ, Dulce Márcia; KRÜGER, Fernando. L. As estratégias de marketing dos jogos eletrônicos de simulação da vida. 2009. Disponível em: <http://www.prodemge.gov.br/images/revistafonte/revista_9.pdf#page=65>. Acesso em: 10 jan. 2019.DAYLY MAIL. 'Took all my pills, bye bye': Woman commits suicide on Facebook... and none of her 1,082 online friends help. Daily Mail Reporter. News. 06 Jan. 2011. Disponível em: <https://www.dailymail.co.uk/news/article-1344281/Facebook-suicide-None-Simone-Backs-1-082-online-friends-helped-her.html>. Acesso em: 02 Fev. 2019.DEBORD, Guy. A sociedade do espetáculo. Tradução Estela dos Santos Abreu. Rio de Janeiro: Contraponto, 1997.DURKHEIM, Émile. O suicídio. Estudo sociológico. Tradução Monica Stahel. 1. ed. São Paulo: Martins Fontes, 2000. (Coleção Tópicos).FIERRO, Mariana. Suicidios que se transmitieron en vivo por redes sociales. Azteca. 2018. Disponível em: <https://www.aztecaamerica.com/galerias/noticias/13206/suicidios-que-se-transmitieron-en-vivo-por-redes-sociales/7>. Acesso em: 19 maio 2019.GOETHE, Johann Wolfgang. Os sofrimentos do jovem Werther, trad. de Erlon José Paschoal, São Paulo, Estação Liberdade, 1999.GOMES, J. O. et al. Suicídio e internet: análise de resultados em ferramentas de busca. In: Psicologia e Sociedade, v. 26, n. 1, p. 63-73, 2014.HISTÓRIA DIGITAL. 35 fotos post mortem. História Digital. Curiosidades. 2014. Disponível em: <https://historiadigital.org/curiosidades/35-fotos-post-mortem-feitas-apos-a-morte/>. Acesso em: 02 Fev. 2019.LOUREIRO, Paulo Roberto Amorim; MOREIRA, Tito Belchior; SACHSIDA, Adolfo. Os efeitos da mídia sobre o suicídio: uma análise empírica para os estados brasileiros. IPEA. Texto para Discussão 1851. Rio de Janeiro, 2013.MENEGHEL, Stela Nazareth et al. Características epidemiológicas do suicídio no Rio Grande do Sul. Revista Saúde Pública, v. 8, p. 804-810, 2004.MORENO, Ana Carolina; DANTAS, Carolina; OLIVEIRA, Monique. Suicídios de adolescentes: como entender os motivos e lidar com o fato que preocupa pais e educadores. Globo. Ciência e Saúde, 2018. Disponível em: < https://g1.globo.com/ciencia-e-saude/noticia/suicidios-de-adolescentes-como-entender-os-motivos-e-lidar-com-o-fato-que-preocupa-pais-e-educadores.ghtml >. Aceso em: 08 mar. 2019.NAÇÕES UNIDAS. OMS: quase 800 mil pessoas se suicidam por ano. Nações Unidas Brasil, 2018. Disponível em: <https://nacoesunidas.org/oms-quase-800-mil-pessoas-se-suicidam-por-ano/>. Acesso em: 04 mar. 2019.O GLOBO. Mãe encontra vídeo no Youtube Kids que ensina crianças como cometer suicídio. OGlobo. Sociedade. 2019. Disponível em: <https://oglobo.globo.com/sociedade/mae-encontra-video-no-youtube-kids-que-ensina-criancas-como-cometer-suicidio-23482770>. Acesso em: 19 maio 2019.OOVOO. Fast facts & figures. OOVOO. Company Fact Sheet 2014. Disponível em: <http://www.oovoo.com/fact-sheet/ooVoo_FactSheet_0807V5.pdf>. Acesso em: 10 jan. 2018.OWEN, Jonathan. Teens die after logging into 'suicide chat rooms'. Independent. This Britain. 2006. Disponível em: <https://www.independent.co.uk/news/uk/this-britain/teens-die-after-logging-into-suicide-chat-rooms-415386.html>. Acesso em 06 mar. 2019.PACÍFICO, Marsiel; GOMES, Luiz Roberto. O espetáculo de si: uma proposição sobre a atualidade da sociedade do espetáculo. Comunicações. Piracicaba, v. 26, n. 1, p. 165-179, 2019.R7. Por desilusão amorosa! Garota anuncia suicídio em rede social e posta última foto antes de se matar. R7. Hora7. 2014. Disponível em: <https://noticias.r7.com/hora-7/fotos/por-desilusao-amorosa-garota-anuncia-suicidio-em-rede-social-e-posta-ultima-foto-antes-de-se-matar-16062018#!/foto/8>. Acesso em: 18 dez. 2018.SILVA, Manuely Costa. A influência dos grupos Emo, Gótico e Punk no desenvolvimento dos adolescentes. Monografia (Especialização em Educação e Psicopedagogia) – Pontifícia Universidade Católica. Campinas, p. 33, 2006.SOUSA, Ana Cristina. Eugenia Cooney, a ‘rainha-esqueleto’, é demasiado magra para o Youtube?. Público. Sociedade, 2016. Disponível em: <https://www.publico.pt/2016/10/25/sociedade/noticia/anorexia-ou-magreza-natural-1748753>. Acesso em: 10 nov. 2018.STELTER, Brian. Web Suicide Viewed Live and Reaction Spur a Debate. NYTimes. 2008. Disponível em: <https://www.nytimes.com/2008/11/25/us/25suicides.html>. Acesso em: 18 maio 2019.STOKES, Paul. Chatroom users 'goaded man in web suicide'. The Telegraph. UKNews. 2007. Disponível em: <https://www.telegraph.co.uk/news/uknews/1563053/Chatroom-users-goaded-man-in-web-suicide.html>. Acesso em: 18 maio 2019.TÜRCKE. Christoph. Sociedade Excitada: filosofia da sensação. Tradução Antonio A. S. Zuin e outros. Campinas: Editora da Unicamp, 2010.VEJA. A cada 40 segundos ocorre um suicídio no mundo. Veja. Saúde, 2018. Disponível em <https://veja.abril.com.br/saude/a-cada-40-segundos-ocorre-um-suicidio-no-mundo/>. Acesso em: 12 maio 2019.VIANA, Bruno Mariante. Teasers: imagens que provocam a utilização do teaser de cartaz da saga Star Wars frente ao imaginário do público pós-moderno. Monografia (Bacharelado em Comunicação Social, Habilitação em Publicidade e Propaganda) – Faculdade de Biblioteconomia e Comunicação, Universidade Federal do Rio Grande do Sul, Porto Alegre, p. 92, 2010.YOUTUBE. Eugenia Cooney. Disponível em: <https://www.youtube.com/user/eugeniacooney/about>. Acesso em: 10 jan. 2019.e3873103

If I find out that you have bought a $90 red light sabre, Tara, well there's going to be trouble. -- Kevin Brabazon A few Saturdays ago, my 71-year old father tried to convince me of imminent responsibilities. As I am considering the purchase of a house, there are mortgages, bank fees and years of misery to endure. Unfortunately, I am not an effective Big Picture Person. The lure of the light sabre is almost too great. For 30 year old Generation Xers like myself, it is more than a cultural object. It is a textual anchor, and a necessary component to any future history of the present. Revelling in the aura of the Australian release for Star Wars: The Phantom Menace, this paper investigates popular memory, an undertheorised affiliation between popular culture and cultural studies.1 The excitement encircling the Star Wars prequel has been justified in terms of 'hype' or marketing. Such judgements frame the men and women cuing for tickets, talking Yodas and light sabres as fools or duped souls who need to get out more. My analysis explores why Star Wars has generated this enthusiasm, and how cultural studies can mobilise this passionate commitment to consider notions of popularity, preservation and ephemerality. We'll always have Tattooine. Star Wars has been a primary popular cultural social formation for a generation. The stories of Luke Skywalker, Princess Leia, Han Solo, Chewbacca, Darth Vader, Yoda, C-3PO and R2D2 offer an alternative narrative for the late 1970s and 1980s. It was a comfort to have the Royal Shakespearian tones of Alec Guinness confirming that the Force would be with us, through economic rationalism, unemployment, Pauline Hanson and Madonna discovering yoga. The Star Wars Trilogy, encompassing A New Hope, The Empire Strikes Back and Return of the Jedi, was released between 1977 and 1983. These films have rarely slipped from public attention, being periodically 'brought back' through new cinematic and video releases. The currency of Star Wars is matched with the other great popular cultural formations of the post-war period: the James Bond series and Star Trek. One reason for the continued success of these programmes is that other writers, film makers and producers cannot leave these texts alone. Bond survives not only through Pierce Brosnan's good looks, but the 'Hey Baby' antics of Austin Powers. Star Trek, through four distinct series, has become an industry that will last longer than Voyager's passage back from the Delta Quadrant. Star Wars, perhaps even more effectively than the other popular cultural heavyweights, has enmeshed itself into other filmic and televisual programming. Films like Spaceballs and television quizzes on Good News Week keep the knowledge system and language current and pertinent.2 Like Umberto Eco realised of Casablanca, Star Wars is "a living example of living textuality" (199). Both films are popular because of imperfections and intertextual archetypes, forming a filmic quilt of sensations and affectivities. Viewers are aware that "the cliches are talking among themselves" (Eco 209). As these cinematic texts move through time, the depth and commitment of these (con)textual dialogues are repeated and reinscribed. To hold on to a memory is to isolate a moment or an image and encircle it with meaning. Each day we experience millions of texts: some are remembered, but most are lost. Some popular cultural texts move from ephemera to popular memory to history. In moving beyond individual reminiscences -- the personal experiences of our lifetime -- we enter the sphere of popular culture. Collective or popular memory is a group or community experience of a textualised reality. For example, during the Second World War, there were many private experiences, but certain moments arch beyond the individual. Songs by Vera Lynn are fully textualised experiences that become the fodder for collective memory. Similarly, Star Wars provides a sense-making mechanism for the 1980s. Like all popular culture, these texts allow myriad readership strategies, but there is collective recognition of relevance and importance. Popular memory is such an important site because it provides us, as cultural critics, with a map of emotionally resonant sites of the past, moments that are linked with specific subjectivities and a commonality of expression. While Star Wars, like all popular cultural formations, has a wide audience, there are specific readings that are pertinent for particular groups. To unify a generation around cultural texts is an act of collective memory. As Harris has suggested, "sometimes, youth does interesting things with its legacy and creatively adapts its problematic into seemingly autonomous cultural forms" (79). Generation X refers to an age cohort born between the mid-1960s and the mid-1970s. Finally cultural studies theorists have found a Grail subculture. Being depthless, ambivalent, sexually repressed and social failures, Xers are a cultural studies dream come true. They were the children of the media revolution. Star Wars is integral to this textualised database. A fan on the night of the first screening corrected a journalist: "we aren't Generation X, we are the Star Wars generation" (Brendon, in Miller 9). An infatuation and reflexivity with the media is the single framework of knowledge in which Xers operate. This shared understanding is the basis for comedy, and particularly revealed (in Australia) in programmes like The Panel and Good News Week. Television themes, lines of film dialogue and contemporary news broadcasts are the basis of the game show. The aesthetics of life transforms television into a real. Or, put another way, "individual lives may be fragmented and confused but McDonald's is universal" (Hopkins 17). A group of textual readers share a literacy, a new way of reading the word and world of texts. Nostalgia is a weapon. The 1990s has been a decade of revivals: from Abba to skateboards, an era of retro reinscription has challenged linear theories of history and popular culture. As Timothy Carter reveals, "we all loved the Star Wars movies when we were younger, and so we naturally look forward to a continuation of those films" (9). The 1980s has often been portrayed as a bad time, of Thatcher and Reagan, cold war brinkmanship, youth unemployment and HIV. For those who were children and (amorphously phrased) 'young adults' of this era, the popular memory is of fluorescent fingerless gloves, Ray Bans, 'Choose Life' t-shirts and bubble skirts. It was an era of styling mousse, big hair, the Wham tan, Kylie and Jason and Rick Astley's dancing. Star Wars action figures gave the films a tangibility, holding the future of the rebellion in our hands (literally). These memories clumsily slop into the cup of the present. The problem with 'youth' is that it is semiotically too rich: the expression is understood, but not explained, by discourses as varied as the educational system, family structures, leisure industries and legal, medical and psychological institutions. It is a term of saturation, where normality is taught, and deviance is monitored. All cultural studies theorists carry the baggage of the Birmingham Centre into any history of youth culture. The taken-for-granted 'youth as resistance' mantra, embodied in Resistance through Rituals and Subculture: The Meaning of Style, transformed young people into the ventriloquist's puppet of cultural studies. The strings of the dancing, smoking, swearing and drinking puppet took many years to cut. The feminist blade of Angela McRobbie did some damage to the fraying filaments, as did Dick Hebdige's reflexive corrections in Hiding in the Light. However, the publications, promotion and pedagogy of Gen X ended the theoretical charade. Gen X, the media sophisticates, played with popular culture, rather than 'proper politics.' In Coupland's Generation X, Claire, one of the main characters believed that "Either our lives become stories, or there's just no way to get through them." ... We know that this is why the three of us left our lives behind us and came to the desert -- to tell stories and to make our own lives worthwhile tales in the process. (8) Television and film are part of this story telling process. This intense connection generated an ironic and reflexive literacy in the media. Television became the basis for personal pleasures and local resistances, resulting in a disciplined mobilisation of popular cultural surfaces. Even better than the real thing. As the youngest of Generation Xers are now in their late twenties, they have moved from McJobs to careers. Robert Kizlik, a teacher trainer at an American community college expressed horror as the lack of 'commonsensical knowledge' from his new students. He conducted a survey for teachers training in the social sciences, assessing their grasp of history. There was one hundred percent recognition of such names as Madonna, Mike Tyson, and Sharon Stone, but they hardly qualify as important social studies content ... . I wondered silently just what it is that these students are going to teach when they become employed ... . The deeper question is not that we have so many high school graduates and third and fourth year college students who are devoid of basic information about American history and culture, but rather, how, in the first place, these students came to have the expectations that they could become teachers. (n. pag.) Kizlik's fear is that the students, regardless of their enthusiasm, had poor recognition of knowledge he deemed significant and worthy. His teaching task, to convince students of the need for non-popular cultural knowledges, has resulted in his course being termed 'boring' or 'hard'. He has been unable to reconcile the convoluted connections between personal stories and televisual narratives. I am reminded (perhaps unhelpfully) of one of the most famous filmic teachers, Mr Holland. Upon being attacked by his superiors for using rock and roll in his classes, he replied that he would use anything to instil in his students a love of music. Working with, rather than against, popular culture is an obvious pedagogical imperative. George Lucas has, for example, confirmed the Oprahfied spirituality of the current age. Obviously Star Wars utilises fables, myths3 and fairy tales to summon the beautiful Princess, the gallant hero and the evil Empire, but has become something more. Star Wars slots cleanly into an era of Body Shop Feminism, John Gray's gender politics and Rikki Lake's relationship management. Brian Johnson and Susan Oh argued that the film is actually a new religion. A long time ago in a galaxy far far away -- late 1970s California -- the known universe of George Lucas came into being. In the beginning, George created Star Wars. And the screen was without form, and void. And George said, 'Let there be light', and there was Industrial Light and Magic. And George divided the light from the darkness, with light sabres, and called the darkness the Evil Empire.... And George saw that it was good. (14) The writers underestimate the profound emotional investment placed in the trilogy by millions of people. Genesis narratives describe the Star Wars phenomenon, but do not analyse it. The reason why the films are important is not only because they are a replacement for religion. Instead, they are an integrated component of popular memory. Johnson and Oh have underestimated the influence of pop culture as "the new religion" (14). It is not a form of cheap grace. The history of ideas is neither linear nor traceable. There is no clear path from Plato to Prozac or Moses to Mogadon. Obi-Wan Kenobi is not a personal trainer for the ailing spirituality of our age. It was Ewan McGregor who fulfilled the Xer dream to be the young Obi Wan. As he has stated, "there is nothing cooler than being a Jedi knight" (qtd. in Grant 15). Having survived feet sawing in Shallow Grave and a painfully large enema in Trainspotting, there are few actors who are better prepared to carry the iconographic burden of a Star Wars prequel. Born in 1971, he is the Molly Ringwall of the 1990s. There is something delicious about the new Obi Wan, that hails what Hicks described as "a sense of awareness and self- awareness, of detached observation, of not taking things seriously, and a use of subtle dry humour" (79). The metaphoric light sabre was passed to McGregor. The pull of the dark side. When fans attend The Phantom Menace, they tend to the past, as to a loved garden. Whether this memory is a monument or a ruin depends on the preservation of the analogue world in the digital realm. The most significant theoretical and discursive task in the present is to disrupt the dual ideologies punctuating the contemporary era: inevitable technological change and progress.4 Only then may theorists ponder the future of a digitised past. Disempowered groups, who were denied a voice and role in the analogue history of the twentieth century, will have inequalities reified and reinforced through the digital archiving of contemporary life. The Web has been pivotal to the new Star Wars film. Lucasfilm has an Internet division and an official Website. Between mid November and May, this site has been accessed twenty million times (Gallott 15). Other sites, such as TheForce.net and Countdown to Star Wars, are a record of the enthusiasm and passion of fans. As Daniel Fallon and Matthew Buchanan have realised, "these sites represent the ultimate in film fandom -- virtual communities where like-minded enthusiasts can bathe in the aura generated by their favourite masterpiece" (27). Screensavers, games, desktop wallpaper, interviews and photo galleries have been downloaded and customised. Some ephemeral responses to The Phantom Menace have been digitally recorded. Yet this moment of audience affectivity will be lost without a consideration of digital memory. The potentials and problems of the digital and analogue environments need to be oriented into critical theories of information, knowledge, entertainment and pleasure. The binary language of computer-mediated communication allows a smooth transference of data. Knowledge and meaning systems are not exchanged as easily. Classifying, organising and preserving information make it useful. Archival procedures have been both late and irregular in their application.5 Bocher and Ihlenfeldt assert that 2500 new web sites are coming on-line every day ("A Higher Signal-to-Noise Ratio"). The difficulties and problems confronting librarians and archivists who wish to preserve digital information is revealed in the Australian government's PADI (Preserving Access to Digital Information) Site. Compared with an object in a museum which may lie undisturbed for years in a storeroom, or a book on a shelf, or even Egyptian hieroglyd on the wall of a tomb, digital information requires much more active maintenance. If we want access to digital information in the future, we must plan and act now. (PADI, "Why Preserve Access to Digital Information?") phics carve The speed of digitisation means that responsibility for preserving cultural texts, and the skills necessary to enact this process, is increasing the pressure facing information professionals. An even greater difficulty when preserving digital information is what to keep, and what to release to the ephemeral winds of cyberspace. 'Qualitative criteria' construct an historical record that restates the ideologies of the powerful. Concerns with quality undermine the voices of the disempowered, displaced and decentred. The media's instability through technological obsolescence adds a time imperative that is absent from other archival discussions.6 While these problems have always taken place in the analogue world, there was a myriad of alternative sites where ephemeral material was stored, such as the family home. Popular cultural information will suffer most from the 'blind spots' of digital archivists. While libraries rarely preserve the ephemera of a time, many homes (including mine) preserve the 'trash' of a culture. A red light sabre, toy dalek, Duran Duran posters and a talking Undertaker are all traces of past obsessions and fandoms. Passion evaporates, and interests morph into new trends. These objects remain in attics, under beds, in boxes and sheds throughout the world. Digital documents necessitate a larger project of preservation, with great financial (and spatial) commitments of technology, software and maintenance. Libraries rarely preserve the ephemera -- the texture and light -- of the analogue world. The digital era reduces the number of fan-based archivists. Subsequently forfeited is the spectrum of interests and ideologies that construct the popular memory of a culture. Once bits replace atoms, the recorded world becomes structured by digital codes. Only particular texts will be significant enough to store digitally. Samuel Florman stated that "in the digital age nothing need be lost; do we face the prospect of drowning in trivia as the generations succeed each other?" (n. pag.) The trivia of academics may be the fodder (and pleasures) of everyday life. Digitised preservation, like analogue preservation, can never 'represent' plural paths through the past. There is always a limit and boundary to what is acceptable obsolescence. The Star Wars films suggests that "the whole palette of digital technology is much more subtle and supple; if you can dream it, you can see it" (Corliss 65). This film will also record how many of the dreams survive and are archived. Films, throughout the century, have changed the way in which we construct and remember the past. They convey an expressive memory, rather than an accurate history. Certainly, Star Wars is only a movie. Yet, as Rushkoff has suggested, "we have developed a new language of references and self-references that identify media as a real thing and media history as an actual social history" (32). The build up in Australia to The Phantom Menace has been wilfully joyful. This is a history of the present, a time which I know will, in retrospect, be remembered with great fondness. It is a collective event for a generation, but it speaks to us all in different ways. At ten, it is easy to be amazed and enthralled at popular culture. By thirty, it is more difficult. When we see Star Wars, we go back to visit our memories. With red light sabre in hand, we splice through time, as much as space. Footnotes The United States release of the film occurred on 19 May 1999. In Australia, the film's first screenings were on 3 June. Many cinemas showed The Phantom Menace at 12:01 am, (very) early Thursday morning. The three main players of the GNW team, Paul McDermott, Mikey Robbins and Julie McCrossin, were featured on the cover of Australia's Juice magazine in costumes from The Phantom Menace, being Obi-Wan, Yoda and Queen Amidala respectively. Actually, the National Air and Space Museum had a Star Wars exhibition in 1997, titled "Star Wars: The Magic of Myth". For example, Janet Collins, Michael Hammond and Jerry Wellington, in Teaching and Learning with the Media, stated that "the message is simple: we now have the technology to inform, entertain and educate. Miss it and you, your family and your school will be left behind" (3). Herb Brody described the Net as "an overstuffed, underorganised attic full of pictures and documents that vary wildly in value", in "Wired Science". The interesting question is, whose values will predominate when the attic is being cleared and sorted? This problem is extended because the statutory provision of legal deposit, which obliges publishers to place copies of publications in the national library of the country in which the item is published, does not include CD-ROMs or software. References Bocher, Bob, and Kay Ihlenfeldt. "A Higher Signal-to-Noise Ratio: Effective Use of WebSearch Engines." State of Wisconsin Department of Public Instruction Website. 13 Mar. 1998. 15 June 1999 <http://www.dpi.state.wi.us/dpi/dlcl/lbstat/search2.php>. Brody, Herb. "Wired Science." Technology Review Oct. 1996. 15 June 1999 <http://www.techreview.com/articles/oct96/brody.php>. Carter, Timothy. "Wars Weary." Cinescape 39 (Mar./Apr. 1999): 9. Collins, Janet, Michael Hammond, and Jerry Wellington. Teaching and Learning with Multimedia. London: Routledge, 1997. Corliss, Richard. "Ready, Set, Glow!" Time 18 (3 May 1999): 65. Count Down to Star Wars. 1999. 15 June 1999 <http://starwars.countingdown.com/>. Coupland, Douglas. Generation X. London: Abacus, 1991. Eco, Umberto. Travels in Hyper-Reality. London: Picador, 1987. Fallon, Daniel, and Matthew Buchanan. "Now Screening." Australian Net Guide 4.5 (June 1999): 27. Florman, Samuel. "From Here to Eternity." MIT's Technology Review 100.3 (Apr. 1997). Gallott, Kirsten. "May the Web Be with you." Who Weekly 24 May 1999: 15. Grant, Fiona. "Ewan's Star Soars!" TV Week 29 May - 4 June 1999: 15. Hall, Stuart, and Tony Jefferson, eds. Resistance through Rituals. London: Hutchinson, 1976. Harris, David. From Class Struggle to the Politics of Pleasure: the Effects of Gramscianism on Cultural Studies. London: Routledge, 1992. Hebdige, Dick. Hiding in the Light. London: Routledge, 1988. Hopkins, Susan. "Generation Pulp." Youth Studies Australia Spring 1995. Johnson, Brian, and Susan Oh. "The Second Coming: as the Newest Star Wars Film Illustrates, Pop Culture Has Become a New Religion." Maclean's 24 May 1999: 14-8. Juice 78 (June 1999). Kizlik, Robert. "Generation X Wants to Teach." International Journal of Instructional Media 26.2 (Spring 1999). Lucasfilm Ltd. Star Wars: Welcome to the Official Site. 1999. 15 June 1999 <http://www.starwars.com/>. Miller, Nick. "Generation X-Wing Fighter." The West Australian 4 June 1999: 9. PADI. "What Digital Information Should be Preserved? Appraisal and Selection." Preserving Access to Digital Information (PADI) Website. 11 March 1999. 15 June 1999 <http://www.nla.gov.au/padi/what.php>. PADI. "Why Preserve Access to Digital Information?" Preserving Access to Digital Information (PADI) Website. <http://www.nla.gov.au/padi/why.php>. Rushkoff, Douglas. Media Virus. Sydney: Random House, 1994. Citation reference for this article MLA style: Tara Brabazon. "A Red Light Sabre to Go, and Other Histories of the Present." M/C: A Journal of Media and Culture 2.4 (1999). [your date of access] <http://www.uq.edu.au/mc/9906/sabre.php>. Chicago style: Tara Brabazon, "A Red Light Sabre to Go, and Other Histories of the Present," M/C: A Journal of Media and Culture 2, no. 4 (1999), <http://www.uq.edu.au/mc/9906/sabre.php> ([your date of access]). APA style: Tara Brabazon. (1999) A red light sabre to go, and other histories of the present. M/C: A Journal of Media and Culture 2(4). <http://www.uq.edu.au/mc/9906/sabre.php> ([your date of access]).

The article clarifies the status of philosophy’s “dark turn.” The dark is positioned as a kind of principle of what is “non-” - as non-environmental (Timothy Morton), non-joyous (Andrew Culp), non-affirmative (Benjamin Noys) etc. - and is deprived of a dark model for its own production and regarded as a “distortion” of existing types of philosophical endeavor such as the production of concepts (Gilles Deleuze). The article develops a dark method for production of philosophy by focusing on techniques that permit switching between the light and the dark rather than invoking the conflict between them. Philosophy’s crossing over to the dark side indicates an economy of the meme incorporated into it, which leads to a reiteration in philosophy of the theme of confrontation between the dark and light sides. To deal with this, philosophy must attend to the meme itself and make a choice not between the light and dark side, but between various memes about the dark and the light. Diverse memes dedicated to the confrontation between the dark and the light refer to distinct ways of arranging the two sides. The demarcation is based on different attitudes toward thought and the external. The author argues that the main memological tension in philosophy is centered on a “Jedi” version of the confrontation, on the one hand, and a reflexive model of thought derived from it, on the other. The reflexive model is grounded in a harmonious (transcendental) relationship between Jedi and the Force that exists in the Star Wars universe. The author presents the possibility that the Jedi version of light may be superseded by a dark model for the meme about the two sides which makes reference to the “Night Watch” and “Day Watch” books and movies franchise, as well as to parasitic, more sub-reflexive than non-reflexive relations with the Twilight.

Can your favorite pop-culture characters be used to help you open up about yourself? In this special episode, Dr. Janina Scarlet talks about her fascinating work on Superhero Therapy! Get ready for plenty references to the Marvel Universe, Harry Potter, Star Wars, and Supernatural too!

Abstract Background Geriatrician assessment is associated with improved clinical outcomes for seriously injured older adults. In 2021, the Queen Elizabeth University Hospital opened a dedicated Major Trauma (MT) ward for adults with significant polytrauma. Four Geriatrician sessions were introduced per week, establishing the ‘Frail-T' service. Our aim was to provide specialist review to frail trauma patients within 72 hours of admission. Methods All patients reviewed were prospectively added to a secure database. Patients &gt;65 years on the MT ward were screened for frailty and reviewed if Clinical Frailty Score (CFS) &gt;4. If medical issues arose in patients CFS ≤4, input was provided upon request. Reviews on Critical Care and surgical wards were provided on referral. Qualitative data collected after service implementation assessed staff satisfaction and service improvements. Our database was compared to analysis from 2019 and cross-referenced with the Scottish Trauma Audit Group (STAG) figures to estimate unmet needs. Results 220 patients were reviewed between September 2021 and August 2022. Median age was 81. 33.2% of patients were frail. 45% received delirium management intervention. Compared to 2019, median time to Geriatrician input improved in polytrauma patients (5 to 3 days), but head and isolated chest injuries (usually on surgical/medical wards) experienced delays (6 and 5 days respectively). 332 additional patients aged &gt;65 on the STAG database were identified; Geriatrician review was recorded in 38% (n=126). Qualitative feedback deemed the service highly accessible (88%, n=15) with themes of improvement: greater service promotion and educational input. Conclusions Only a third of patients reviewed by the team were frail, reflecting requirement for medical expertise in trauma care. Cohorting polytrauma in a dedicated ward with proactive screening has improved time to Geriatrician review. Delays remain for isolated head and chest wall injuries. Improvement work will focus on greater identification of patients beyond the MT ward.

Welcome to the world of pop. Even to announce this issue in such a way seems like a quaint anachronism, a mild nostalgia; the expression echoes the voices of countless TV presenters on Top of the Pops, Beat Club, Countdown, or whatever your local variety was. This association demonstrates that pop has been historically located in the arts and in popular culture as something connected to the 1960s: not so much to the politicisation of musical intent that embodied the late sixties, but to the current of the three-minute-or-less love song, the early Beatles, the vacant but loving repeat of Andy Warhol and his images. The Archies kept it going into the late sixties along with the Monkees and the 1910 Fruitgum Company's beautiful pop bubble "Yummy Yummy Yummy I've Got Love in My Tummy". What pop implied retrospectively was a clear sentiment of unity even as it set up binarisms that separated the serious and significant in popular culture from the ephemera and the momentary, with the perishable products of pop apparently placed quite clearly on the lighter side. This is why there is a nostalgic association between pop and the world: pop implies a simpler unity of the world that is carried momentarily by the pleasure of the song, the image, the dance. It is also why we associate pop with the transitional moments in our lives: it is the music of preteendom, the images of early youth and the moment of unselfconscious dancing to and in front of this aural and visual landscape provided by the very core of the transnational (read "world") culture industries. Those affective connections to cultural products is what pop art plays with and makes the viewer ponder. At the same time, pop styles also move beyond the preteen stage, grow up and change: within the space of a decade, "Yummy Yummy Yummy" mutated to The Buggles' "Video Killed the Radio Star"; within a similar space of years, a suntanned, mirrorshaded George Michael in Wham! became a Sony-battling (mis)user of public toilets; and eventually, even the once united quintamfeminate of Spice World seems inevitably on the course towards diadochal wars. As much as we may look back on personal and public memories with fondness, pop isn't forever caught in a static McHappyland, where nothing ever changes. Or perhaps that is to say that these (and other) pop styles aren't: beyond the stylistic formations, there seems to be a deeper kind of pop, a kind of primordial soup of popness from which a particular species of pop evolves every once in a while, matures, mutates, and discovers whether it is capable of survival even once it's left home. The momentary pleasure of pop is never completely compartmentalised into an historical moment, however much British popular music documentaries try to produce that effect, or however much the postwar generation venerate their particular liminal moments of the 1960s as the most significant. Pop is regenerative. Just when one thinks that the various strands of popular culture have organised themselves completely into niche markets we have the will-to- worldpop, with something like Spice World or Aqua's Barbie Girl. The term 'pop sensibility' -- sensibility to an underlying 'popness' which doesn't equate with any particular style of pop, but pervades all of them -- is useful here, and it informs some of the articles in this issue. Pop sensibility is an understanding of the pleasure generated by popular culture, and recognises that in some ways they point to complex relationships between people and cultural forms. It is difficult to explain why one of our editors (David) enjoys a hit by the boygroup Five while the other (Axel) has serious difficulties telling one boygroup from another, or from many of the more forgettable members of the Stock/Aitken/Waterman stable of the early 80s; but it is partly connected to seeing through the various generations of musical style a pop sensibility that has something to do with accessibility and the pleasure generated by that complex simplicity. Pop engages us with what Fiske described as the "art of making do" and thereby is a conduit to the operations of contemporary culture, industrially and culturally. The 'pop' issue of M/C explores this pop sensibility or, in some cases, a pop sensitivity through a variety of channels that should onomatopoeically "pop" into your thinking processes. Martin Laba's feature article "Picking through the Trash" provides the pin to burst cultural studies' reading of the popular bubble, by identifying and then working through the meaning of the supposed detritus of popular culture that doesn't possess the cultural cache of either 'marginal' or 'hip' status. His inspiration remains Don DeLillo's White Noise for its celebration and lament of the popular as it is organised through consumer culture and the various uses made of the apparent ephemera of contemporary culture. Pop, from Laba's perspective, remains the source for understanding the deep structure of the contemporary, and through detailed investigation in the tradition of DeLillo we can unearth the organisation of cultural value. Sean Smith also dances in the light of consumer culture in his tragicomic "Ya Bloody Cappie!", through his sudden realisation that his hard-working consumption practices had been appropriated as a popular culture practice and demographically defined in a way that made them seem as contrived and deplorable as those of the 1980s yuppie. The identification of the cappie, the Face-designed acronym for Consumer of Alternative Pricey Products, presents a crisis of persona for Smith, and leads to a perceptive reading of this shift as evidence of a new "class formation" through a shifted organisation of the self via a form of exclusive cultural capital. Such media stereotyping gone wrong may be partly behind the atrocities committed by members of the often-quoted "trenchcoat mafia" at Littleton, Colorado, but the media have turned a predictably blind eye to their own complicity in the shootings. In "Seen But Not Heard: Pop Culture Scapegoats and the Media Discourse Hierarchy", Nick Caldwell investigates the incredibly repetitive media patterning of establishing cause and effect relationships between outbreaks of youth violence and the usual suspects of cultural artefacts: 'satanic' popular music and grossly violent and antisocial computer games. Caldwell's article finds the discursive proliferation sadly familiar as the media looks to popular culture to stitch together its neverending narrative without the requisite sideways glance at the cultural context of violence. Benign or malignant, media power is also evident in the excitement leading up to and surrounding the release of Star Wars: The Phantom Menace, and we simply couldn't pass by this major artefact of current pop culture in this issue. In many ways, Tara Brabazon's "A Red Light Sabre to Go and Other Histories of the Present" is a process of excavation of popular cultural memory. In an elaborate reclamation program, Brabazon establishes Star Wars as a generational benchmark for a certain affectivity or -- in our terms -- pop sensibility that intersects with how cultural experiences are received by that same generation. Linking the Star Wars generation with Generation X (and her academic/pop self), Brabazon weaves a shifted tapestry of the significance of cultural memory in working out contemporary engagements with culture, and thereby presents whole new territories for the investigation of what Raymond Williams called "the structure of feeling". Cultural studies academics unimpressed with George Lucas's storytelling abilities have plenty of other fields to cover, too, though. Diane Railton's "Justify My Love: Popular Culture and the Academy" provides an invigilating examination of where academics have engaged with popular culture. Her critique is with what may be called new Bourdieuian 'distinctions', where popular music is reintegrated into cultural judgments of taste and thereby simply recategorised with shifted monikers of high (legitimate) and low (illegitimate) designations. Railton calls for a realisation of the political nature of academic work on popular culture that moves beyond this new and shifted constitution of cultural elitism. One of the key divides in research into popular music is about authenticity, which often gets reorganised into new categorisations of cultural value. In "Seeing Sound, Hearing Image: 'Remixing' Authenticity in Popular Music Studies" Steve Jones has provided a map through the debates in popular music studies on how the authentic is deployed by scholars. Jones situates the significance of affect in understanding the pop aesthetic and provides some material for how new technologies are shifting the ground on which popular music's authenticity has been built. Two of the remaining articles in this issue also deal with authenticity in various ways, if not necessarily as the term is used by Jones. In the first of these, "Painting Out Pop: 'Andy Warhol' as a Character in 90s Films", Julie Turnock traces more or less authentic portrayals of Andy Warhol (what would a 'pop' issue be without him?) in recent movies. She uncovers how Andy Warhol's blank visage sits uncomfortably with the narrative and content of three films that need the richness of a normative biography. In the process, the films cannot deal with the conceptualisation of pop that Warhol embodied as an artist, where content disappears to surface and repetition. The celebrity persona of Warhol in its contentlessness is Warhol's ultimate canvas, but the films miss this completely. Where Warhol's celebrity refuses its biopic, David Riddell discovers that sports god Wayne Gretzky's retirement reproduces naturally and seamlessly the spectacle of ice hockey into a movie narrative. Riddell's "Wayne's World: The Making of a Hockey Movie" is a close textual reading of Wayne Gretzky's last game in terms of heavily pre- planned causation which transforms the pleasures of the unexpected that are part of watching any sporting event into the constructed celebrity spectacle, throwing into doubt its authenticity as a sports contest. The blur of speed and spontaneity that is ice hockey becomes the blur of celebrity where fact and fabrication are melted together. Warhol and Gretzky (there's an unexpected pairing!) as media superstars both represent the way pop is defined by the cultural industries in all its crassness and oversimplification; frequently, though, the media's attention is self- centred, in a continuous desire to rate their popularity and measure it against those of their rivals. Axel Bruns's "What's Pop, and What's Not? Measuring Popularity in the Many-to-Many Age" questions the meaningfulness of these ratings, and debates the significance of the ways the Internet determines popularity (for example through the ubiquitous counters). Playing against the need to construct an audience to sell to someone (and advertisers are of course always welcome at the bustling M/C site itself) is the manner in which the Internet is constructed, used and abused by its surfers. The mythic models of measuring the television audience prove to be inadequate to describe the forms of interactions and sideward hypertext movements on the contemporary Web. Nevertheless, the counting goes on.... Finally, we turn to myths of a different kind. There is a certain pop sensitivity that Adam Dodd's article, "Making It Unpopular: The CIA and UFOs in Popular Culture" identifies in 1950s America. Dodd's provocatively argued piece indicates that a fear of mass hysteria motivated moves by the CIA and other government agencies to debunk through apparent explanation any possibility that UFOs actually existed and were seen. The desire to believe was so strong in the popular will that the American agencies felt compelled to work in propagandistic techniques to manipulate that belief. Although we may never know with the amount of propaganda and misinformation masquerading as fact, Dodd presents an interesting case study in the government control and movement of information about a popular cultural phenomenon. From "Yummy Yummy Yummy" to White Noise, from Warhol to Gretzky, from satanic music to academically accepted 'pop', from Star Wars to 'real' UFOs, the scope of this issue of M/C demonstrates the wide reach and diversity of 'the popular'. As issue editors, we hope it will also prove popular with our readers (a pun which had to be made eventually), and won't leave the shallow aftertaste of so much average pop. Much rather, we'd like you to remember once again those 60s pop music shows and agree that "it's a hit!" (And feel free to hit M/C's pages frequently and repeatedly.) P. David Marshall Axel Bruns 'Pop' Issue Editors Citation reference for this article MLA style: P. David Marshall, Axel Bruns. "Editorial: 'Pop'." M/C: A Journal of Media and Culture 2.4 (1999). [your date of access] <http://www.uq.edu.au/mc/9906/edit.php>. Chicago style: P. David Marshall, Axel Bruns, "Editorial: 'Pop'," M/C: A Journal of Media and Culture 2, no. 4 (1999), <http://www.uq.edu.au/mc/9906/edit.php> ([your date of access]). APA style: P. David Marshall, Axel Bruns. (1999) Editorial: 'Pop'. M/C: A Journal of Media and Culture 2(4). <http://www.uq.edu.au/mc/9906/edit.php> ([your date of access]).

As a scholarly discourse, transmedia storytelling relies heavily on conservative constructions of authorship that laud corporate architects and patriarchs such as George Lucas and J.J. Abrams as exemplars of “the creator.” This piece argues that transmedia theory works to construct patriarchal ideals of individual authorship to the detriment of alternative conceptions of transmediality, storyworlds, and authorship. The genesis for this piece was our struggle to find a transmedia storyworld that we were both familiar with, that also qualifies as “legitimate” transmedia in the eyes of our prospective scholarly readers. After trying to wrangle our various interests, fandoms, and areas of expertise into harmony, we realized we were exerting more effort in this process of validating stories as transmedia than actually examining how stories spread across various platforms, how they make meanings, and what kinds of pleasures they offer audiences. Authorship is a definitive criterion of transmedia storytelling theory; it is also an academic red herring. We were initially interested in investigating the possible overdeterminations between the healthcare industry and Breaking Bad (2008-2013). The series revolves around a high school chemistry teacher who launches a successful meth empire as a way to pay for his cancer treatments that a dysfunctional US healthcare industry refuses to fund. We wondered if the success of the series and the timely debates on healthcare raised in its reception prompted any PR response from or discussion among US health insurers. However, our concern was that this dynamic among medical and media industries would not qualify as transmedia because these exchanges were not authored by Vince Gilligan or any of the credited creators of Breaking Bad. Yet, why shouldn’t such interfaces between the “real world” and media fiction count as part of the transmedia story that is Breaking Bad? Most stories are, in some shape or form, transmedia stories at this stage, and transmedia theory acknowledges there is a long history to this kind of practice (Freeman). Let’s dispense with restrictive definitions of transmediality and turn attention to how storytelling behaves in a digital era, that is, the processes of creating, disseminating and amending stories across many different media, the meanings and forms such media and communications produce, and the pleasures they offer audiences.Can we think about how health insurance companies responded to Breaking Bad in terms of transmedia storytelling? Defining Transmedia Storytelling via AuthorshipThe scholarly concern with defining transmedia storytelling via a strong focus on authorship has traced slight distinctions between seriality, franchising, adaptation and transmedia storytelling (Jenkins, “Transmedia Storytelling;” Johnson, “Media Franchising”). However, the theoretical discourse on authorship itself and these discussions of the tensions between forms are underwritten by a gendered bias. Indeed, the very concept of transmediality may be a gendered backlash against the rising prominence of seriality as a historically feminised mode of storytelling, associated with television and serial novels.Even with the move towards traditionally lowbrow, feminized forms of trans-serial narrative, the majority of academic and popular criticism of transmedia storytelling reproduces and reinstates narratives of male-centred, individual authorship that are historically descended from theorizations of the auteur. Auteur theory, which is still considered a legitimate analytical framework today, emerged in postwar theorizations of Hollywood film by French critics, most prominently in the journal Cahiers du Cinema, and at the nascence of film theory as a field (Cook). Auteur theory surfaced as a way to conceptualise aesthetic variation and value within the Fordist model of the Hollywood studio system (Cook). Directors were identified as the ultimate author or “creative source” if a film sufficiently fitted a paradigm of consistent “vision” across their oeuvre, and they were thus seen as artists challenging the commercialism of the studio system (Cook). In this way, classical auteur theory draws a dichotomy between art and authorship on one side and commerce and corporations on the other, strongly valorising the former for its existence within an industrial context dominated by the latter. In recent decades, auteurist notions have spread from film scholarship to pervade popular discourses of media authorship. Even though transmedia production inherently disrupts notions of authorship by diffusing the act of creation over many different media platforms and texts, much of the scholarship disproportionately chooses to vex over authorship in a manner reminiscent of classical auteur theory.In scholarly terms, a chief distinction between serial storytelling and transmedia storytelling lies in how authorship is constructed in relation to the text: serial storytelling has long been understood as relying on distributed authorship (Hilmes), but transmedia storytelling reveres the individual mastermind, or the master architect who plans and disseminates the storyworld across platforms. Henry Jenkins’ definition of transmedia storytelling is multifaceted and includes, “the systematic dispersal of multiple textual elements across many channels, which reflects the synergies of media conglomeration, based on complex story-worlds, and coordinated authorial design of integrated elements” (Jenkins, “Transmedia Storytelling”). Jenkins is perhaps the most pivotal figure in developing transmedia studies in the humanities to date and a key reference point for most scholars working in this subfield.A key limitation of Jenkins’ definition of transmedia storytelling is its emphasis on authorship, which persists in wider scholarship on transmedia storytelling. Jenkins focuses on the nature of authorship as a key characteristic of transmedia productions that distinguishes them from other kinds of intertextual and serial stories:Because transmedia storytelling requires a high degree of coordination across the different media sectors, it has so far worked best either in independent projects where the same artist shapes the story across all of the media involved or in projects where strong collaboration (or co-creation) is encouraged across the different divisions of the same company. (Jenkins, “Transmedia Storytelling”)Since the texts under discussion are commonly large in their scale, budget, and the number of people employed, it is reductive to credit particular individuals for this work and implicitly dismiss the authorial contributions of many others. Elaborating on the foundation set by Jenkins, Matthew Freeman uses Foucauldian concepts to describe two “author-functions” focused on the role of an author in defining the transmedia text itself and in marketing it (Freeman 36-38). Scott, Evans, Hills, and Hadas similarly view authorial branding as a symbolic industrial strategy significant to transmedia storytelling. Interestingly, M.J. Clarke identifies the ways transmedia television texts invite audiences to imagine a central mastermind, but also thwart and defer this impulse. Ultimately, Freeman argues that identifiable and consistent authorship is a defining characteristic of transmedia storytelling (Freeman 37), and Suzanne Scott argues that transmedia storytelling has “intensified the author’s function” from previous eras (47).Industry definitions of transmediality similarly position authorship as central to transmedia storytelling, and Jenkins’ definition has also been widely mobilised in industry discussions (Jenkins, “Transmedia” 202). This is unsurprising, because defining authorial roles has significant monetary value in terms of remuneration and copyright. In speaking to the Producers Guild of America, Jeff Gomez enumerated eight defining characteristics of transmedia production, the very first of which is, “Content is originated by one or a very few visionaries” (PGA Blog). Gomez’s talk was part of an industry-driven bid to have “Transmedia Producer” recognised by the trade associations as a legitimate and significant role; Gomez was successful and is now recognised as a transmedia producer. Nevertheless, his talk of “visionaries” not only situates authorship as central to transmedia production, but constructs authorship in very conservative, almost hagiographical terms. Indeed, Leora Hadas analyses the function of Joss Whedon’s authorship of Marvel's Agents of S.H.I.E.L.D (2013-) as a branding mechanism and argues that authors are becoming increasingly visible brands associated with transmedia stories.Such a discourse of authorship constructs individual figures as artists and masterminds, in an idealised manner that has been strongly critiqued in the wake of poststructuralism. It even recalls tired scholarly endeavours of divining authorial intention. Unsurprisingly, the figures valorised for their transmedia authorship are predominantly men; the scholarly emphasis on authorship thus reinforces the biases of media industries. Further, it idolises these figures at the expense of unacknowledged and under-celebrated female writers, directors and producers, as well as those creative workers labouring “below the line” in areas like production design, art direction, and special effects. Far from critiquing the biases of industry, academic discourse legitimises and lauds them.We hope that scholarship on transmedia storytelling might instead work to open up discourses of creation, production, authorship, and collaboration. For a story to qualify as transmedia is it even necessary to have an identifiable author? Transmedia texts and storyworlds can be genuinely collaborative or authorless creations, in which the harmony of various creators’ intentions may be unnecessary or even undesirable. Further, industry and academics alike often overlook examples of transmedia storytelling that might be considered “lowbrow.” For example, transmedia definitions should include Antonella the Uncensored Reviewer, a relatively small-scale, forty-something, plus size, YouTube channel producer whose persona is dispersed across multiple formats including beauty product reviews, letter writing, as well as interactive sex advice live casts. What happens when we blur the categories of author, celebrity, brand, and narrative in scholarship? We argue that these roles are substantially blurred in media industries in which authors like J.J. Abrams share the limelight with their stars as well as their corporate affiliations, and all “brands” are sutured to the storyworld text. These various actors all shape and are shaped by the narrative worlds they produce in an author-storyworld nexus, in which authorship includes all people working to produce the storyworld as well as the corporation funding it. Authorship never exists inside the limits of a single, male mind. Rather it is a field of relations among various players and stakeholders. While there is value in delineating between these roles for purposes of analysis and scholarly discussion, we should acknowledge that in the media industry, the roles of various stakeholders are increasingly porous.The current academic discourse of transmedia storytelling reconstructs old social biases and hierarchies in contexts where they might be most vulnerable to breakdown. Scott argues that,despite their potential to demystify and democratize authorship between producers and consumers, transmedia stories tend to reinforce boundaries between ‘official’ and ‘unauthorized’ forms of narrative expansion through the construction of a single author/textual authority figure. (44)Significantly, we suggest that it is the theorisation of transmedia storytelling that reinforces (or in fact constructs anew) an idealised author figure.The gendered dimension of the scholarly distinction between serialised (or trans-serial) and transmedial storytelling builds on a long history in the arts and the academy alike. In fact, an important precursor of transmedia narratives is the serialized novel of the Victorian era. The literature of Charlotte Brontë, George Eliot and Harriet Beecher Stowe was published in serial form and among the most widely read of the Victorian era in Western culture (Easley; Flint 21; Hilmes). Yet, these novels are rarely given proportional credit in what is popularly taught as the Western literary canon. The serial storytelling endemic to television as a medium has similarly been historically dismissed and marginalized as lowbrow and feminine (at least until the recent emergence of notions of the industrial role of the “showrunner” and the critical concept of “quality television”). Joanne Morreale outlines how trans-serial television examples, like The Dick Van Dyke Show, which spread their storyworlds across a number of different television programs, offer important precursors to today’s transmedia franchises (Morreale). In television’s nascent years, the anthology plays of the 1940s and 50s, which were discrete, unconnected hour-length stories, were heralded as cutting-edge, artistic and highbrow while serial narrative forms like the soap opera were denigrated (Boddy 80-92). Crucially, these anthology plays were largely created by and aimed at males, whereas soap operas were often created by and targeted to female audiences. The gendered terms in which various genres and modes of storytelling are discussed have implications for the value assigned to them in criticism, scholarship and culture more broadly (Hilmes; Kuhn; Johnson, “Devaluing”). Transmedia theory, as a scholarly discourse, betrays similarly gendered leanings as early television criticism, in valorising forms of transmedia narration that favour a single, male-bodied, and all-powerful author or corporation, such as George Lucas, Jim Henson or Marvel Comics.George Lucas is often depicted in scholarly and popular discourses as a headstrong transmedia auteur, as in the South Park episode ‘The China Problem’ (2008)A Circle of Men: Fans, Creators, Stories and TheoristsInterestingly, scholarly discourse on transmedia even betrays these gendered biases when exploring the engagement and activity of audiences in relation to transmedia texts. Despite the definitional emphasis on authorship, fan cultures have been a substantial topic of investigation in scholarly studies of transmedia storytelling, with many scholars elevating fans to the status of author, exploring the apparent blurring of these boundaries, and recasting the terms of these relationships (Scott; Dena; Pearson; Stein). Most notably, substantial scholarly attention has traced how transmedia texts cultivate a masculinized, “nerdy” fan culture that identifies with the male-bodied, all-powerful author or corporation (Brooker, Star Wars, Using; Jenkins, Convergence). Whether idealising the role of the creators or audiences, transmedia theory reinforces gendered hierarchies. Star Wars (1977-) is a pivotal corporate transmedia franchise that significantly shaped the convergent trajectory of media industries in the 20th century. As such it is also an anchor point for transmedia scholarship, much of which lauds and legitimates the creative work of fans. However, in focusing so heavily on the macho power struggle between George Lucas and Star Wars fans for authorial control over the storyworld, scholarship unwittingly reinstates Lucas’s status as sole creator rather than treating Star Wars’ authorship as inherently diffuse and porous.Recent fan activity surrounding animated adult science-fiction sitcom Rick and Morty (2013-) further demonstrates the macho culture of transmedia fandom in practice and its fascination with male authors. The animated series follows the intergalactic misadventures of a scientific genius and his grandson. Inspired by a seemingly inconsequential joke on the show, some of its fans began to fetishize a particular, limited-edition fast food sauce. When McDonalds, the actual owner of that sauce, cashed in by promoting the return of its Szechuan Sauce, a macho culture within the show’s fandom reached its zenith in the forms of hostile behaviour at McDonalds restaurants and online (Alexander and Kuchera). Rick and Morty fandom also built a misogynist reputation for its angry responses to the show’s efforts to hire a writer’s room that gave equal representation to women. Rick and Morty trolls doggedly harassed a few of the show’s female writers through 2017 and went so far as to post their private information online (Barsanti). Such gender politics of fan cultures have been the subject of much scholarly attention (Johnson, “Fan-tagonism”), not least in the many conversations hosted on Jenkins’ blog. Gendered performances and readings of fan activity are instrumental in defining and legitimating some texts as transmedia and some creators as masterminds, not only within fandoms but also in the scholarly discourse.When McDonalds promoted the return of their Szechuan Sauce, in response to its mention in the story world of animated sci-fi sitcom Rick and Morty, they contributed to transmedia storytelling.Both Rick and Morty and Star Wars are examples of how masculinist fan cultures, stubborn allegiances to male authorship, and definitions of transmedia converge both in academia and popular culture. While Rick and Morty is, in reality, partly female-authored, much of its media image is still anchored to its two male “creators,” Justin Roiland and Dan Harmon. Particularly in the context of #MeToo feminism, one wonders how much female authorship has been elided from existing storyworlds and, furthermore, what alternative examples of transmedia narration are exempt from current definitions of transmediality.The individual creator is a social construction of scholarship and popular discourse. This imaginary creator bears little relation to the conditions of creation and production of transmedia storyworlds, which are almost always team written and collectively authored. Further, the focus on writing itself elides the significant contributions of many creators such as those in production design (Bevan). Beyond that, what creative credit do focus groups deserve in shaping transmedia stories and their multi-layered, multi-platformed reaches? Is authorship, or even credit, really the concept we, as scholars, want to invest in when studying these forms of narration and mediation?At more symbolic levels, the seemingly exhaustless popular and scholarly appetite for male-bodied authorship persists within storyworlds themselves. The transmedia examples popularly and academically heralded as “seminal” centre on patrimony, patrilineage, and inheritance (i.e. Star Wars [1977-] and The Lord of the Rings [1937-]). Of course, Harry Potter (2001-2009) is an outlier as the celebrification of J.K. Rowling provides a strong example of credited female authorship. However, this example plays out many of the same issues, albeit the franchise is attached to a woman, in that it precludes many of the other creative minds who have helped shape Harry Potter’s world. How many more billions of dollars need we invest in men writing about the mysteries of how other men spread their genetic material across fictional universes? Moreover, transmedia studies remains dominated by academic men geeking out about how fan men geek out about how male creators write about mostly male characters in stories about … men. There are other stories waiting to be told and studied through the practices and theories of transmedia. These stories might be gender-inclusive and collective in ways that challenge traditional notions of authorship, control, rights, origin, and property.Obsession with male authorship, control, rights, origin, paternity and property is recognisible in scholarship on transmedia storytelling, and also symbolically in many of the most heralded examples of transmedia storytelling, such as the Star Wars saga.Prompting Broader DiscussionThis piece urges the development of broader understandings of transmedia storytelling. A range of media scholarship has already begun this work. Jonathan Gray’s book on paratexts offers an important pathway for such scholarship by legitimating ancillary texts, like posters and trailers, that uniquely straddle promotional and feature content platforms (Gray). A wave of scholars productively explores transmedia storytelling with a focus on storyworlds (Scolari; Harvey), often through the lens of narratology (Ryan; Ryan and Thon). Scolari, Bertetti, and Freeman have drawn together a media archaeological approach and a focus on transmedia characters in an innovative way. We hope to see greater proliferation of focuses and perspectives for the study of transmedia storytelling, including investigations that connect fictional and non-fictional worlds and stories, and a more inclusive variety of life experiences.Conversely, new scholarship on media authorship provides fresh directions, models, methods, and concepts for examining the complexity and messiness of this topic. A growing body of scholarship on the functions of media branding is also productive for reconceptualising notions of authorship in transmedia storytelling (Bourdaa; Dehry Kurtz and Bourdaa). Most notably, A Companion to Media Authorship edited by Gray and Derek Johnson productively interrogates relationships between creative processes, collaborative practices, production cultures, industrial structures, legal frameworks, and theoretical approaches around media authorship. Its case studies begin the work of reimagining of the role of authorship in transmedia, and pave the way for further developments (Burnett; Gordon; Hilmes; Stein). In particular, Matt Hills’s case study of how “counter-authorship” was negotiated on Torchwood (2006-2011) opens up new ways of thinking about multiple authorship and the variety of experiences, contributions, credits, and relationships this encompasses. Johnson’s Media Franchising addresses authorship in a complex way through a focus on social interactions, without making it a defining feature of the form; it would be significant to see a similar scholarly treatment of transmedia. At the very least, scholarly attention might turn its focus away from the very patriarchal activity of discussing definitions among a coterie and, instead, study the process of spreadability of male-centred transmedia storyworlds (Jenkins, Ford, and Green). Given that transmedia is not historically unique to the digital age, scholars might instead study how spreadability changes with the emergence of digitality and convergence, rather than pontificating on definitions of adaptation versus transmedia and cinema versus media.We urge transmedia scholars to distance their work from the malignant gender politics endemic to the media industries and particularly global Hollywood. The confluence of gendered agendas in both academia and media industries works to reinforce patriarchal hierarchies. The humanities should offer independent analysis and critique of how media industries and products function, and should highlight opportunities for conceiving of, creating, and treating such media practices and texts in new ways. As such, it is problematic that discourses on transmedia commonly neglect the distinction between what defines transmediality and what constitutes good examples of transmedia. This blurs the boundaries between description and prescription, taxonomy and hierarchy, analysis and evaluation, and definition and taste. Such discourses blinker us to what we might consider to be transmedia, but also to what examples of “good” transmedia storytelling might look like.Transmedia theory focuses disproportionately on authorship. This restricts a comprehensive understanding of transmedia storytelling, limits the lenses we bring to it, obstructs the ways we evaluate transmedia stories, and impedes how we imagine the possibilities for both media and storytelling. Stories have always been transmedial. What changes with the inception of transmedia theory is that men can claim credit for the stories and for all the work that many people do across various sectors and industries. It is questionable whether authorship is important to transmedia, in which creation is most often collective, loosely planned (at best) and diffused across many people, skill sets, and sectors. While Jenkins’s work has been pivotal in the development of transmedia theory, this is a ripe moment for the diversification of theoretical paradigms for understanding stories in the digital era.ReferencesAlexander, Julia, and Ben Kuchera. “How a Rick and Morty Joke Led to a McDonald’s Szechuan Sauce Controversy.” Polygon 4 Apr. 2017. <https://www.polygon.com/2017/10/12/16464374/rick-and-morty-mcdonalds-szechuan-sauce>.Aristotle. Aristotle's Poetics. New York: Hill and Wang, 1961. Barsanti, Sami. “Dan Harmon Is Pissed at Rick and Morty Fans Harassing Female Writers.” The AV Club 21 Sep. 2017. <https://www.avclub.com/dan-harmon-is-pissed-at-rick-and-morty-fans-for-harassi-1818628816>.Bevan, Alex. “Nostalgia for Pre-Digital Media in Mad Men.” Television & New Media 14.6 (2013): 546-559.Boddy, William. Fifties Television: The Industry and Its Critics. Chicago: U of Illinois P, 1993.Bourdaa, Mélanie. “This Is Not Marketing. 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The main aim of this present research paper is to document the inscription of hexagon star on the coins used in Umayyad period after the Arabizing the coins in 77 A.H./696A.D., which ware follis made from copper, and to prove that hexagon star was an Islamic ornamentation element since the Umayyad era. It was a symbol of the mint or the team of a mint. This study was based on descriptive, documentary, statistical and historical analysis of Umayyad coins with hexagon star, mentioned in references, web sites, and Ashmolean Museum in Britain. The researcher found many results, such as that Umayyad governors deal with hexagon star as ornamentation element since that early time, and that element struck just on copper Arabizing coins. The study recommended encouraging researchers to do ferther studies about hexagon star on Islamic coins. هدفت هذه الدراسة إلى توثيق ظهور نقش النجمة السداسية على الفلوس الأموية في دور الضرب غير المعروفة، وإلى إثبات أن النجمة السداسية عنصر زخرفي إسلامي منذ العصر الأموي، يرمز إلى دار الضرب أو فريق الضرب بعيدا عن أي تفسيرات أيدلوجية أو دينية. وقد أستخدم الباحث المنهج الوصفي والتاريخي والإحصائي في جمع مادة البحث من المراجع والكتب والمواقع الالكترونية، ومنها منشورات متحف الأشموليان في بريطانيا. وقد توصل الباحث إلى العديد من النتائج أبرزها: أن الأمويين تعاملوا مع النجمة السداسية كعنصر زخرفي رئيسي أو ثانوي إلى جانب العديد من الأشكال الزخرفية الأخرى، وأنه تم نقش النجمة السداسية على الفلوس النحاسية المعربة فقط، ولم نعثر على أي دنانير ذهبية أو دراهم فضية معربة تحمل هذا النقش. وقد أوصت الدراسة بعمل المزيد من الدراسات حول توثيق النجمة السداسية على العملة الإسلامية.

In November 2015 the progressive rock band, Coheed and Cambria, released their latest album and art-book, both titled The Color before the Sun (Color) (2015). This album deviates from their previous six releases by explicitly using a biographical frame for the art-book, the album, and their paratexts. This is a divergence from the band’s concept album approach, a transmedia storyworld, The Amory Wars (TAW) (2002-17), which fictionalised the life experiences of Claudio Sanchez, the band’s lead singer. When scholars discuss transmedia they often refer to fantastic and speculative fictions, such as the Star Wars (1977-2018), Star Trek (1966-2018), Doctor Who (1963-2018) and Marvel Universe (1961-2018) franchises, and TAW fits this framework. However, there is increasing consideration of the impact transmedia reading and writing practices have on storytelling that straddles representations of the “real” world. By making collaborative life-writing explicit, Color encourages readers to resist colonising ontologies. Framing the life-writing within the band’s earlier auto-fiction(s) (TAW), Color destabilises genre divides between fiction and life-writing, and positions readers to critique Sanchez’s narration of his subjectivity. This enables readers to abstract their critique to ontological narratives that have a material impact on their own subjectivities: law, medicine, religion, and economics.The terms subject and identity are often used interchangeably in the study of life-writing. By “subjectivity” I mean the individual’s understanding of their status and role in relation to their community, culture, socio-political context, and the operations of power dynamics therein. In contrast “identity” speaks to the sense of self. While TAW and Color share differing literary conceits—one is a space opera, the other is more explicitly biographical—they both explore Sanchez’s subjectivity and can be imagined as a web of connections between recordings (both audio and video), social media, books (comics, art books, novels and scripts), and performances that contribute to a form of transmedia life-writing. Life-writing is generic term that covers “protean forms of contemporary personal narrative” (Eakin 1). These narratives can be articulated across expressive practices, including interviews, profiles, diaries, social media, prose, poetry and so on. Zachary Leader notes in his introduction to On Life-Writing that “theoreticians and historians of life-writing commonly fuse or meld sub-genres [… and this] blurring of distinctions may help to account for life-writing’s growing acceptance as a field of academic study” (1-2). The growing relationship between life-writing and transmedia is therefore unsurprising.This article ties my research considering the construction of subjectivity through transmedia life-writing, with Emma Hill and Máiréad Nic Craith’s consideration of transmedia storytelling’s political potential (87-109). My intention is to determine how readers might construct their own subjectivity to resist oppressive interpellations. Hill and Nic Craith argue that the “lack of closure” in transmedia storyworlds creates “a greater breadth and depth of interpretation … than a single telling could achieve” (104). They conclude that “this expansive quality has allowed the campaigners to continue their activism in a number of different arenas” (104). I contest their assertion that transmedia lacks closure, and instead contend that closure, or the recognition of meaning, inheres with the reader (McCloud 33) rather than in a universalised meaning attributed to the text: transmedia storytelling therefore arouses political potential in reading communities. It is precisely this feature that enables the “expansive quality” valued in political activism. I therefore focus my discussion on the readers of transmedia life-writing, rather than on its writer(s). I argue that in reading a life or lives across multiple media the reader is exposed to the texts’ self-referential citations, its extra-diegetic reiterations, and its contradictions. The reader is invited to make meaning from these citations, reiterations and contradictions; they are positioned to confront the ways in which space and time shape life-writing and subjectivity. Transmedia life-writing can therefore empower readers to invoke critical reading practices.The reader’s agency offers the potential for resistance and revolution. This agency is invited in Color where readers are asked to straddle the fictional world of TAW and the “real” world. The Unravelling Palette of Dawn (2015) is the literary narrative that parallels this album. The book is written by Chondra Echert, Sanchez’s collaborator and wife, and is an amalgam of personal essay and photo-book. It opens by invoking the space opera that informs The Amory Wars: “Sector.12, Paris, Earth. A man and a woman sit in a café debating their fate” (n.p.). This situates the reader in the fictional world of TAW, but also brings the reader into the mundanity and familiarity of a discussion between two people. The reader is witness to a discussion between intimates that focusses on the question of “where to from here.” The idea of “fate” is either misunderstood or misapplied: fate is predetermined, and undebatable. The reader is therefore positioned to remember the band’s previous “concept,” and juxtapose it against a new “realistic” trajectory: fictional characters might have a fate that is determined by their writer, but does that fate extend to the writer themselves? To what extent is Sanchez and Echert’s auto/biography crafted by writers other than themselves?The opening passage provides a skin for the protagonists of the essay, enabling a fantastical space within which Echert and Sanchez might cloak themselves, as they have done throughout TAW. However, this conceit is peeled away on the second page:This might have been the story you find yourself holding. A Sci-fi tale, shrouded in fiction. The real life details modified. All names changed. Threads neatly tied up at the end and altered for the sake of ego and feelings.But the truth is rarely so well planned. The story isn’t filled with epic action scenes or glossed-over romance. Reality is gritty and mucky and thrown together in the last seconds. It’s painful. It is not beautiful … and so it is. The events that inspired this record are acutely personal. (n.p.)In this passage Echert makes reference to the method of storytelling employed throughout the texts that make up TAW. She lays bare the shroud of fiction that covers the lived realities of her and her husband’s lives. She goes on to note that their lives have been interpreted “to fit the bounds of the concept” (n.p.), that is TAW as a space opera, and that the current album was an opportunity to “pull back the curtain” (n.p.) on this conceit. This narrative is echoed by Sanchez in the documentary component of the project, The Physics of Color (2015). Like Echert, Sanchez locates the narrative’s genesis in Paris, but in the Paris of our own world, where he and Echert finalised the literary component of the band’s previous project, The Afterman (2012). Color, like the previous works, is written as a collaboration, not just between Sanchez and Echert, but also by the other members of the band who contributed to the composition of each track. This collaborative writing is an example of relationality that facilitates a critical space for readers and invites them to consider the ways in which their own subjectivity is constructed.Ivor Goodson and Scherto Gill provide a means of critically engaging with relational reading practices. They position narrative as a tool that can be used to engage in critical self, and social, reflection. Their theory of critical narrative as a form of pedagogy enables readers to shift away from reading Color as auto-fiction and towards reading it as an act of collaborative auto/biography. This transition reflects a shifting imperative from the personal, particularly questions of identity, to the political, to engaging with the web of human relations, in order to explore subjectivity. Given transmedia is generally employed by writers of fantasy and speculative literatures, it can be difficult for readers to negotiate their expectations: transmedia is not just a tool for franchises, but can also be a tool for political resistance.Henry Jenkins initiated the conversation about transmedia reading practices and reality television in his chapters about early seasons of Survivor and American Idol in his book Convergence Culture. He identifies the relationship between viewers and these shows as one that shifts from “real-time interaction toward asynchronous participation” (59): viewers continue their engagement with the shows even when they are not watching a broadcast. Hill and Nic Craith provide a departure from literary and media studies approaches to transmedia by utilising an anthropological approach to understanding storyworlds. They maintain that both media studies and anthropological methodologies “recognize that storytelling is a continually contested act between different communities (whether media communities or social communities), and that the final result is indicative of the collective rather than the individual” (88–89). They argue that this collectivity results from “negotiated meaning” between the text and members of the reading community. This is a recognition of the significance held by readers of life-writing regarding the “biographical contract” (Lejeune 22) resulting from the “rationally motivated inter subjective recognition of norms” (Habermas n.p.). Collectivity is analogous to relationality: the way in which the readers’ subjectivity is impacted upon by their engagement with the storyworld, helixed with the writer(s) of transmedia life-writing having their subjectivity impacted upon by their engagement with reader responses to their developing texts. However, the term “relationality” is used to slightly different effect in both transmedia and life-writing studies. Colin Harvey’s definition of transmedia storytelling as relational emphasises the relationships between different media “with the wider storyworld in question, and by extension the wider culture” (2). This can be juxtaposed with Paul John Eakin’s assertion that life-writing as a genre that requires interaction between the author and their audience: “autobiography of the self but the biography and autobiography of the other” (58). It seems to me that the differing articulations of “relationality” arising from both life-writing and transmedia scholarship rely on, but elide, the relationship between the reader and the storyworld. In both instances it is left to the reader to make meaning from the text, both in terms of understanding the subject(s) represented in relation to their own, and also as the nexus between the transmedia text, the storyworld, and the broader culture. The readers’ own experiences, their memories, are central to this relationality.The song “Colors” (2015), which Echert notes in her essay was the first song to be written for the album, chronicles the anxieties that arose after Sanchez and Echert discovered that their home (which they had been leasing out) had been significantly damaged by their tenants. In the documentary The Physics of Color, both Echert and Sanchez speak about this song as a means for Sanchez to reassert his identity as a musician after an extended period where he struggled with the song-writing process. The song is pared back, the staccato guitar in the introduction echoing a similar theme in the introduction to the song “The Afterman” (2012) which was released on the band’s previous album. This tonal similarity, the plucked electric guitar and the shared rhythm, provides a sense of thoroughness between the songs, inviting the listener to remember the ways in which the music on Color is in conversation with the previous albums. This conversation is significant: it relies on the reader’s experience of their own memory. In his book Fantastic Transmedia, Colin Harvey argues that memories are “the mechanisms by which the ‘storyworld’ was effectively sewn together, helping create a common diegetic space for me—and countless others—to explore” (viii). Both readers’ and creators’ experiences of personal and political time and space in relation to the storyworld challenge traditional understandings of readers’ agency in relation to the storyworld, and this challenge can be abstracted to frame the reader’s agency in relation to other economic, political, and social manifestations of power.In “The Audience” Sanchez sings:This is my audience, forever oneTogether burning starsCut from the same diseaseEver longing what and who we areIn the documentary, Sanchez states that this song is an acknowledgement that he, the band and their audience are “one and the same in [their] oddity, and it’s like … family.” Echert echoes this, referring to the intimate relationships built with fans over the years at conventions, shows and through social media: “they’ve superseded fandom and become a part of this extended family.” Readers come to this song with the memory of TAW: the memory of “burning Star IV,” a line that is included in the titles of two of Coheed’s albums (Good Apollo, I’m Burning Star IV Vols. 1 (2005) and 2 (2007), and to the Monstar disease that is referenced throughout Second Stage Turbine Blade, both the album (2002) and the comic books (2010). As a depiction of his destabilised identity however, the lyrics can also be read as a poetic commentary on Sanchez’s experiences with renegotiating his subjectivity: his status as an identity that gains its truth through consensus with others, an audience who is “ever longing what and who we are.” In the documentary Sanchez states “I could do the concept thing again with this album, you know, take it and manipulate it and make it this other sort of dimension … but this one … it means so much more to be … I really wanted this to be exposed, I really want this to be my story.” Sanchez imagines that his story, its truth, its sacredness, is contingent on its exposure on being shared with an audience. For Sanchez his subjectivity arises from on his relationality with his audience. This puts the reader at the centre of the storyworld. The assertion of subjectivity arises as a result of community.However, there is an uncertainty that floats in the lacunae between the texts contributing to the Color storyworld. As noted, in the documentary, both Echert and Sanchez speak lovingly of their relationships with Coheed audiences, but Sanchez goes on to acknowledge that “there’s a little bit of darkness in there too, that I don’t know if I want to bring up… I’ll keep that a mystery,” and some of the “The Audience” lyrics hint at a more sinister relationship between the audience and the band:Thieves of our timeWatch as they rape your integrityMarch as the beat suggests.One reader, Hecatonchair, discusses these lyrics in a Reddit post responding to “The Audience”. They write:The lyrics are pretty aggressive, and could easily be read as an attack against either the music industry or the fans. Considering the title and chorus, I think the latter is who it was intended to reach, but both interpretations are valid.This acknowledgement by the poster that there the lyrics are polyvalent speaks to the decisions that readers are positioned to make in responding to the storyworld.This phrase makes explicit the inconsistency between what Sanchez says about the band’s fans, and what he feels. It is left to the reader to account for this inconsistency between the song lyrics and the writers’ assertions. Hecatonchair and the five readers who respond to their post all write that they enjoy the song, regardless of what they read as its aggressive position on the band’s relationship with them as audience members. In identifying as both audience members and readers with different interpretations, the Reddit commentators recognise their identities in intersecting communities, and demonstrate their agency as subjects. Goodson and Gill invoke Charles Taylor’s assertion that one of the defining elements of “identity” is a “defining community,” that is “identity is lived in social and historical particulars, such as the literature, philosophy, religious teaching and great conversations taking place along one’s life’s journeys” (Goodson and Gill 27).Harvey identified readers as central to transmedia practices. In reading a life across multiple media readers assert agency within the storyworld: they choose which texts to engage with, and how and when to engage with them. They must remember, or more specifically re-member, the life or lives with which they are engaging. This re-membering is an evocative metaphor: it could be described as Frankensteinian, the bringing together of texts and media through a reading that is stretched across the narrative, like the creature’s yellow skin. It also invokes older stories of death (the author’s) and resurrection (of the author, by the reader): the murder and dismemberment of Osiris by his brother Set, and Isis, Osiris's wife, who rejoins the fragmented pieces of Osiris, and briefly brings him back.Coheed and Cambria regularly cite musical themes or motifs across their albums, while song lyrics are quoted in the text of comic books and the novel. The readers recognise and weave together these citations with the more explicitly autobiographical writing in Color. Readers are positioned to critique the function of a canonical truth underpinning the storyworld: whose life is being told? Sanchez invokes memory throughout the album by incorporating soundscapes, such as the sounds of a train-line on the song “Island.” Sanchez notes he and his wife would hear these sounds as they took the train from their home in Brooklyn to the island of Manhattan. Sanchez brings his day-to-day experiences to his readers as overlapping but not identical accounts of perspectives. They enable a plurality of truths and destabilise the Western focus on a singular or universal truth of lived experience.When life-writing is constructed transmedially the author must—of necessity—relinquish control over their story’s temporality. This includes both the story’s internal and external temporalities. By internal temporality I am referring to the manner in which time plays out within the story: given that the reader can enter into and engage with the story through a number of media, the responsibility for constructing the story’s timeline lies with the reader; they may therefore choose, or only be able, to engage with the story’s timeline in a haphazard, rather than a chronological, manner. For example, in Sanchez’ previous work, TAW, comic book components of the storyworld were often released years after the albums with which they were paired. Readers can only engage with the timelines as they are published, as they loop back through and between the storyworld’s temporality.The different media—CD, comic, novel, or art-book—often represent different perspectives or experiences within the same or at least within overlapping internal temporalities: significant incidences are narrated between the media. This results in an unstable external temporality, over which the author, again, has no control. The reader may listen to the music before reading the book, or the other way around, but reading the book and listening to the music simultaneously may not be feasible, and may detract from the experience of engaging with each aspect of the storyworld. This brings us back to the importance of memory to readers of transmedia narratives: they must remember in order to, as Harvey says, stitch together a common “diegetic space.” Although the author often relinquishes control to the external temporality of the text, placing the reader in control of the internal temporality of their life-writing destabilises the authority that is often attributed to an auto/biographer. It also makes explicit that transmedia life-writing is an ongoing project. This allows the author(s) to account for “a reflexive process where individuals take the opportunity to evaluate their actions in connection with their intentions and thus ‘write a further part’ of their histories” (Goodson and Gill 33).Goodson and Gill note that “life’s events are never linear and any intention for life to be coherent and progressive in accordance with a ‘plan’ will constantly be interrupted” (30). This is why transmedia offers writers and readers a more authentic means of engaging with life-writing. Its weblike structure enables readers to view subjectivity through a number of lenses: transmedia life-writing narrates a relational subjectivity that resists attempts at delineation. There is still a “continuity” that arises when Sanchez invokes the storyworld’s self-referential citations, reiterations, and contradictions in order to “[define] narratives within a temporal, social and cultural framework” (Goodson and Gill 29), however transmedia life-writing refuses to limit itself, or its readers, to the narratives of space and time that regulate mono-medial life-writing. Instead it positions readers to “unmask the world and then change it” (43).ReferencesArendt, Hannah. The Human Condition. Chicago: U of Chicago P, 1958.Coheed and Cambria. Second Stage Turbine Blade. New York: Equal Vision Records, 2002.———. In Keeping Secrets of Silent Earth: 3. New York: Equal Vision Records, 2003.———. Good Apollo I’m Burning Star IV, Vol. 1: From Fear through the Eyes of Madness. New York: Columbia, 2005.———. Good Apollo I’m Burning Star IV, Vol. 2: No World for Tomorrow. New York: Columbia, 2007.———. The Year of the Black Rainbow. New York: Columbia, 2010.———. The Afterman: Ascension. Los Angeles: Hundred Handed/Everything Evil, 2012.———. The Afterman: Descension. Los Angeles: Hundred Handed/Everything Evil, 2013.———. The Colour before the Sun. Brooklyn: the bag.on-line.adventures and Everything Evil Records, 2015.———. “The Physics of Color” Documentary DVD. Brooklyn: Everything Evil Records, 2015. Eakin, Paul John. How Our Lives Become Stories: Making Selves. Ithaca: Cornell UP, 1999. ———. The Ethics of Life Writing. Ithaca: Cornell UP, 2004.Echert, Chondra. The Unravelling Palette of Dawn. Brooklyn: the bag.on-line.adventures and Everything Evil Records, 2015.Goodson, Ivor, and Scherto Gill. Critical Narrative as Pedagogy. London: Bloomsbury Publishing, 2014.Habermas, Jürgen. The Theory of Communicative Action, Vol. 1: Reason and the Rationalisation of Society. Trans. Thomas McCarthy. Cambridge: Polity Press, 1984.Harvey, Colin. Fantastic Transmedia: Narrative, Play and Memory Across Science-Fiction and Fantasy Storyworlds. London: Palgrave Macmillan, 2015.Hecatonchair. “r/TheFence's Song of the Day Database Update Day 9: The Audience”. 11 Feb. 2018 <https://www.reddit.com/r/TheFence/comments/4eno9o/rthefences_song_of_the_day_database_update_day_9/>.Hill, Emma, and Máiréad Nic Craith. “Medium and Narrative Change: The Effects of Multiple Media on the ‘Glasgow Girls’ Story and Their Real-Life Campaign.” Narrative Culture 3.1 (2016). 9 Dec. 2017 <http://www.jstor.org/stable/10.13110/narrcult.3.1.0087>.Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006.Leader, Zachary, ed. On Life-Writing. Oxford: Oxford UP, 2015.Lejeune, Philippe, and Paul John Eakin, eds. On Autobiography. Trans. Katherine Leary. Minneapolis: U of Minnesota P, 1989.McCloud, Scott. Understanding Comics: The Invisible Art, New York: Harper Perennial, 1994.Sanchez, Claudio, and Gus Vasquez. The Amory Wars Sketchbook. Los Angeles: Evil Ink Comics, 2006.———, Gus Vasquez, et al. The Amory Wars: The Second Stage Turbine Blade Ultimate Edition. Los Angeles: BOOM! Studios, 2010.———, Peter David, Chris Burnham, et al. In Keeping Secrets of Silent Earth: 3 Ultimate Edition. Los Angeles: BOOM! Studios, 2010.———, and Christopher Shy. Good Apollo I’m Burning Star IV, Vol. 1: From Fear through the Eyes of Madness. Los Angeles: Evil Ink Comics, 2005.———, and Peter David. Year of the Black Rainbow. Nashville: Evil Ink Books, 2010.———, and Nathan Spoor, The Afterman. Los Angeles: Evil Ink Comics/Hundred Handed Inc., 2012.

Background and purpose: Spatial neglect (SN) occurs frequently in patients with stroke, resulting in worse recovery. Without screening, the presence of SN may remain undetected and prevent initiation of alleviating strategies. There is limited evidence available to suggest bedside identification of SN in the subacute phase following stroke. Thus we set out to identify effective screening tests for SN. Method: The following index tests were used; (a) six conventional subtests of The Behavioural Inattention test (BIT), (b) an additional figure copying test, (c) a newly developed neglect experience questionnaire, and (d) an additional component added to the National Institute of Health Stroke Scale (NIHSS). The Catherine Bergego Scale (CBS) functioned as a reference frame to ascertain the presence of SN. Results: Consecutive stroke patients (N=125) were included from the Neurological Department of Landspitali University Hospital in Iceland, within two weeks following stroke. Of those 30 patients had SN. If all subtests of the BIT were administered, approximately 35% of stroke patients without SN would be incorrectly identified with the disorder. Statistically more patients without SN were identified as having SN if ≥ three tests of the BIT was administered (p=0.002). If patients did not, at stroke onset, comprehend why they had to go to the hospital, this was correlated to the presence of SN. The star cancellation and figure copying were the most sensitive paper-and pen tests to identify SN. Inclusion of an additional item to NIHSS correctly identified SN in 86% instances. Conclusion: Results contests the common belief that use of more tests increase identification of SN. Rather we found that the use a large test battery decreases sensitivity in the subacute phase following stroke. A short question about patients’ experiences of stroke onset and adding a novel item to the NIHSS provided new pragmatic ways of identifying SN. Results have been used to inform a larger cross-country study between Iceland and Lithuania, where psychometric properties of screening strategies are being further validated.

The MIRI instrument on board JWST is now offering high-contrast imaging capacity at mid-IR wavelengths, thereby opening a completely new field of investigation for characterizing young exoplanetary systems. The multiplanet system HR\,8799 is the first target observed with MIRI's coronagraph as part of the MIRI-EC Guaranteed Time Observations (GTO) exoplanet program, launched in November 2022. We obtained deep observations in three coronagraphic filters, from $ 10$ to 15\,muup m (F1065C, F1140C, F1550C), and one standard imaging filter at $ (F2100W). The goal of this work is to extract photometry for the four planets and to detect and investigate the distribution of circumstellar dust. Using dedicated observations of a reference star, we tested several algorithms to subtract the stellar diffraction pattern, while preserving the fluxes of planets, which can be significantly affected by over-subtraction. To obtain correct measurements of the planet's flux values, the attenuation by the coronagraphs as a function of their position must be accounted for, as well as an estimation of the normalisation with respect to the central star. We tested several procedures to derive averaged photometric values and error bars. These observations have enabled us to obtain two main results. First, the four planets in the system are well recovered and we were able to compare their mid-IR fluxes, combined with near-IR flux values from the literature, to two exoplanet atmosphere models: ATMO and Exo-REM . As a main outcome, the MIRI photometric data points imply larger radii ( 1.04 or 1.17\,$R_ J for planet b) and cooler temperatures ( 950 or 1000\,K for planet b), especially for planet b, in better agreement with evolutionary models. Second, these JWST/MIRI coronagraphic data also deliver the first spatially resolved detection of the inner warm debris disk, the radius of which is constrained to about 15\,au, with flux densities that are comparable to (but lower than) former unresolved spectroscopic measurements with Spitzer. The coronagraphs coming from MIRI ushers in a new vision of known exoplanetary systems that differs significantly from shorter wavelength, high-contrast images delivered by extreme adaptive optics from the ground. Inner dust belts and background galaxies become dominant at some mid-IR wavelengths, potentially causing confusion in detecting exoplanets. Future observing strategies and data reductions ought to take such features into account.

A curious sense of the past, the present, and the future is evoked when I consider the sweeping curves and gleaming surfaces of the rocketships, rayguns and UFOs beloved of 1950s SF illustrators and filmmakers. A sense of the past, of course, because they are things of history, designed and conceived at the pre-dawn of the space age, and representing an old aesthetic and innocent notions of infinite progress and glistening technology. Modernity, pure and distilled. A sense of the present, because these designs and aesthetics are constantly being reworked, re-modelled, re-contextualised and re-incorporated into new images and artefacts by highly reflexive and postmodern designers. In them, I also see the future, because the present imagery of space travel is somewhat lacking in boldness and excitement. Humans went to the Moon a few times in a stubby little module, left most of it behind, and never returned. Whereas in the old movies (Forbidden Planet, Destination Moon, Flash Gordon), we elegantly traversed the ether in giant rockets that looked like interplanetary cruise liners. It's a strange nostalgia, to feel that we lost something we never really had. The second world war temporarily suspended the production of designed consumer artefacts, as the production resources of nations were funnelled into military purposes (McDermott 17). The devastation that the war caused meant that resources and money were in short supply for many years -- it was not until the 1950s that Western economies had sufficiently recovered for excess to come back in fashion. With it came new materials and technologies like nylon and anodised aluminium, developed for the war effort, and soon to be channelled into commercial applications. The explosion in fashion and industrial design has been called by Leslie Jackson "The New Look", after Christian Dior's "New Look" spring collection of 1947 (Jackson 7). The extravagance of Dior's New Look was initially funded by the French Government, eager to exploit the nation's reputation for excellence in design. There was initial hostility to such extravagance from nations inured to hardship and utility, but this soon dissipated (8). Overwhelmingly, a post-war austerity was replaced by a "vision of the future" (McDermott 19). Nowhere was this vision more evident than in the excitement over space exploration (21). Science and design again interacted at a high level and the symbols of the atom and the rocketship became central motifs in the New Look (21), harking back to Art Deco, the style movement of the 1920s, which was one of the first movements to apply contemporary technology to design. Industrial design became highly influenced by the organic sculpture of Moore, Calder and Arp (McDermott 20), and the preference for curving, fluid shapes became evident in everything from automobile design (complete with rocket fins) and interior decoration (20). It was a period where the visions of the future seemed to perfectly match the reality. Anything seemed possible. Space exploration was gearing up, Science Fiction was in its golden age, authors such as Heinlein, Asimov, Bester and Clarke were at the height of their creative powers. The UFO movement began in force with the activation of American military groups investigating sightings. Science Fiction films, when they weren't agitating over pseudo-communist alien menaces, depicted space travel as effortless and everyday occurrences. And the tool by which this was accomplished was the rocketship. There was a democratic notion of technology attached to these early visions of interplanetary craft: plot lines would frequently revolve around inspired individuals constructing their craft in back yards and sheds, sponsored by enlightened commercial interests. Truly, the American Dream. Technology and power that anyone could access, wrapped in a free-market ideology that was, ironically, almost eliminated by the billion dollar budgets of the resolutely governmental NASA Apollo projects, but still lives on in the cult of hobbyist miniature rocket builders. Much of the inspiration for the shape of those rocket ships undoubtedly sprang from the same well as contemporary aircraft design (indeed, many leading SF writers of the time were trained physicists and engineers). Central themes in the rocket designs were cigar shaped bodies, sweeping wings and foils; they usually took off like aeroplanes as well. This aesthetic stayed in SF illustration and filmmaking until the late 1960s, when Kubrick's 2001: A Space Odyssey and the success of the Apollo missions changed the design paradigm forever. No longer were spaceships smooth tapering rockets. No longer did aliens arrive in spinning metal discs. In their place were textured and massively detailed objects, the functional products of heavy industry. Star Wars added speed, dirt, and rust to the equation. And so it remained, until the 1990s. The 1990s have become a time of (certainly not quiet) reflection, of looking to the past for fashion and philosophy, to rework, to revisit. In the early 1990s, music became the target, and first the 1960s, then the 70s, then the 80s were plundered for riffs, lyrics and attitudes. That's died down -- stealing from the early 1990s would be galling even for Oasis. Two very different media forms, Cinema and computer games, have taken up the challenge of stealing from the past. The 1980s are at last a definite historical era; ripe for parody, even if it can't be taken seriously just yet. And digital art makes the old look newer than ever. Like a pristine and gleaming Ed Wood movie, Tim Burton's Mars Attacks made the flying saucer cool again; The X-Files reworks the hoariest of horror and B-movie clichés with knowing, post-modern humour. The instruction manual for the computer game Fallout hilariously revisits 1950s cold war nuclear paranoia with cartoon diagrams depicting duck and cover techniques. In the game itself, a crashed flying saucer (complete with large headed skeletal remains) delivers to the player a powerful raygun (which despatches the mutant foe with a dayglo disintegration effect) and a velvet covered photograph of Elvis. These icons have remained with us, transformed, almost forgotten, from the age of the Atom (to rework Nicholas Negroponte) to the age of the Bit. If the visionaries are right, we might be headed back to atoms, with the oncoming Age of the Nano: technology that's constructed atom-by-atom into motors, circuits and eventually, perhaps, robots. If it happens, the economic and ideological constraints on our cultural and industrial production will fall away almost over night. Freed from our limitations, who's to say that the space vessels of the future might not take any shape we wish -- even those old fond shapes of our distant memory? The rhetoric is exciting, but I'm reminded of the optimism about atomic power. Time will tell. References Collins, Michael. Towards Post-Modernism: Design since 1851. London: British Museum Press, 1987. Jackson, Lesley. The New Look: Design in the Fifties. Manchester: Thames and Hudson: 1991. McDermott, Catherine. Essential Design. London: Bloomsbury, 1992. Pye, David. The Nature and Aesthetics of Design. Bethel, CT: Cambium Press, 1978. Citation reference for this article MLA style: Nick Caldwell. "Rocketships, Rayguns and UFOs: Memories of Kitsch SF Iconography." M/C: A Journal of Media and Culture 1.2 (1998). [your date of access] <http://www.uq.edu.au/mc/9808/sf.php>. Chicago style: Nick Caldwell, "Rocketships, Rayguns and UFOs: Memories of Kitsch SF Iconography," M/C: A Journal of Media and Culture 1, no. 2 (1998), <http://www.uq.edu.au/mc/9808/sf.php> ([your date of access]). APA style: Nick Caldwell. (1998) Rocketships, rayguns and UFOs: memories of kitsch SF iconography. M/C: A Journal of Media and Culture 1(2). <http://www.uq.edu.au/mc/9808/sf.php> ([your date of access]).

In the contemporary era, media spectacle organizes and mobilizes economic life, political conflict, social interactions, culture, and everyday life. My recently published book Media Spectacle explores a profusion of developments in hi-tech culture, media-driven society, and spectacle politics. Spectacle culture involves everything from film and broadcasting to Internet cyberculture and encompasses phenomena ranging from elections to terrorism and to the media dramas of the moment. For ‘Logo’, I am accordingly sketching out briefly a terrain I probe in detail in the book from which these examples are taken.1 During the past decades, every form of culture and significant forms of social life have become permeated by the logic of the spectacle. Movies are bigger and more spectacular than ever, with high-tech special effects expanding the range of cinematic spectacle. Television channels proliferate endlessly with all-day movies, news, sports, specialty niches, re-runs of the history of television, and whatever else can gain an audience. The rock spectacle reverberates through radio, television, CDs, computers networks, and extravagant concerts. The Internet encircles the world in the spectacle of an interactive and multimedia cyberculture. Media culture excels in creating megaspectacles of sports championships, political conflicts, entertainment, "breaking news" and media events, such as the O.J. Simpson trial, the Death of Princess Diana, or the sex or murder scandal of the moment. Megaspectacle comes as well to dominate party politics, as the political battles of the day, such as the Clinton sex scandals and impeachment, the 36 Day Battle for the White House after Election 2000, and the September 11 terrorist attacks and subsequent Terror War. These dramatic media passion plays define the politics of the time, and attract mass audiences to their programming, hour after hour, day after day. The concept of "spectacle" derives from French Situationist theorist Guy Debord's 1972 book Society of the Spectacle. "Spectacle," in Debord's terms, "unifies and explains a great diversity of apparent phenomena" (Debord 1970: #10). In one sense, it refers to a media and consumer society, organized around the consumption of images, commodities, and spectacles. Spectacles are those phenomena of media culture which embody contemporary society's basic values, and dreams and nightmares, putting on display dominant hopes and fears. They serve to enculturate individuals into its way of life, and dramatize its conflicts and modes of conflict resolution. They include sports events, political campaigns and elections, and media extravaganzas like sensational murder trials, or the Bill Clinton sex scandals and impeachment spectacle (1998-1999). As we enter a new millennium, the media are becoming ever more technologically dazzling and are playing an increasingly central role in everyday life. Under the influence of a postmodern image culture, seductive spectacles fascinate the denizens of the media and consumer society and involve them in the semiotics of a new world of entertainment, information, a semiotics of a new world of entertainment, information, and drama, which deeply influence thought and action. For Debord: "When the real world changes into simple images, simple images become real beings and effective motivations of a hypnotic behavior. The spectacle as a tendency to make one see the world by means of various specialized mediations (it can no longer be grasped directly), naturally finds vision to be the privileged human sense which the sense of touch was for other epochs; the most abstract, the most mystifiable sense corresponds to the generalized abstraction of present day society" (#18). Today, however, I would maintain it is the multimedia spectacle of sight, sound, touch, and, coming to you soon, smell that constitutes the multidimensional sense experience of the new interactive spectacle. For Debord, the spectacle is a tool of pacification and depoliticization; it is a "permanent opium war" (#44) which stupefies social subjects and distracts them from the most urgent task of real life -- recovering the full range of their human powers through creative praxis. The concept of the spectacle is integrally connected to the concept of separation and passivity, for in passively consuming spectacles, one is separated from actively producing one's life. Capitalist society separates workers from the products of their labor, art from life, and consumption from human needs and self-directing activity, as individuals passively observe the spectacles of social life from within the privacy of their homes (#25 and #26). The situationist project by contrast involved an overcoming of all forms of separation, in which individuals would directly produce their own life and modes of self-activity and collective practice. Since Debord's theorization of the society of the spectacle in the 1960s and 1970s, spectacle culture has expanded in every area of life. In the culture of the spectacle, commercial enterprises have to be entertaining to prosper and as Michael J. Wolf (1999) argues, in an "entertainment economy," business and fun fuse, so that the E-factor is becoming major aspect of business.2 Via the "entertainmentization" of the economy, television, film, theme parks, video games, casinos, and so forth become major sectors of the national economy. In the U.S., the entertainment industry is now a $480 billion industry, and consumers spend more on having fun than on clothes or health care (Wolf 1999: 4).3 In a competitive business world, the "fun factor" can give one business the edge over another. Hence, corporations seek to be more entertaining in their commercials, their business environment, their commercial spaces, and their web sites. Budweiser ads, for instance, feature talking frogs who tell us nothing about the beer, but who catch the viewers' attention, while Taco Bell deploys a talking dog, and Pepsi uses Star Wars characters. Buying, shopping, and dining out are coded as an "experience," as businesses adopt a theme-park style. Places like the Hard Rock Cafe and the House of Blues are not renowned for their food, after all; people go there for the ambience, to buy clothing, and to view music and media memorabilia. It is no longer good enough just to have a web site, it has to be an interactive spectacle, featuring not only products to buy, but music and videos to download, games to play, prizes to win, travel information, and "links to other cool sites." To succeed in the ultracompetitive global marketplace, corporations need to circulate their image and brand name so business and advertising combine in the promotion of corporations as media spectacles. Endless promotion circulates the McDonald’s Golden Arches, Nike’s Swoosh, or the logos of Apple, Intel, or Microsoft. In the brand wars between commodities, corporations need to make their logos or “trademarks” a familiar signpost in contemporary culture. Corporations place their logos on their products, in ads, in the spaces of everyday life, and in the midst of media spectacles like important sports events, TV shows, movie product placement, and wherever they can catch consumer eyeballs, to impress their brand name on a potential buyer. Consequently, advertising, marketing, public relations and promotion are an essential part of commodity spectacle in the global marketplace. Celebrity too is manufactured and managed in the world of media spectacle. Celebrities are the icons of media culture, the gods and goddesses of everyday life. To become a celebrity requires recognition as a star player in the field of media spectacle, be it sports, entertainment, or politics. Celebrities have their handlers and image managers to make sure that their celebrities continue to be seen and positively perceived by publics. Just as with corporate brand names, celebrities become brands to sell their Madonna, Michael Jordan, Tom Cruise, or Jennifer Lopez product and image. In a media culture, however, celebrities are always prey to scandal and thus must have at their disposal an entire public relations apparatus to manage their spectacle fortunes, to make sure their clients not only maintain high visibility but keep projecting a positive image. Of course, within limits, “bad” and transgressions can also sell and so media spectacle contains celebrity dramas that attract public attention and can even define an entire period, as when the O.J. Simpson murder trials and Bill Clinton sex scandals dominated the media in the mid and late 1990s. Entertainment has always been a prime field of the spectacle, but in today's infotainment society, entertainment and spectacle have entered into the domains of the economy, politics, society, and everyday life in important new ways. Building on the tradition of spectacle, contemporary forms of entertainment from television to the stage are incorporating spectacle culture into their enterprises, transforming film, television, music, drama, and other domains of culture, as well as producing spectacular new forms of culture such as cyberspace, multimedia, and virtual reality. For Neil Gabler, in an era of media spectacle, life itself is becoming like a movie and we create our own lives as a genre like film, or television, in which we become "at once performance artists in and audiences for a grand, ongoing show" (1998: 4). On Gabler’s view, we star in our own "lifies," making our lives into entertainment acted out for audiences of our peers, following the scripts of media culture, adopting its role models and fashion types, its style and look. Seeing our lives in cinematic terms, entertainment becomes for Gabler "arguably the most pervasive, powerful and ineluctable force of our time--a force so overwhelming that it has metastasized into life" to such an extent that it is impossible to distinguish between the two (1998: 9). As Gabler sees it, Ralph Lauren is our fashion expert; Martha Stewart designs our sets; Jane Fonda models our shaping of our bodies; and Oprah Winfrey advises us on our personal problems.4 Media spectacle is indeed a culture of celebrity who provide dominant role models and icons of fashion, look, and personality. In the world of spectacle, celebrity encompasses every major social domain from entertainment to politics to sports to business. An ever-expanding public relations industry hypes certain figures, elevating them to celebrity status, and protects their positive image in the never-ending image wars and dangers that a celebrity will fall prey to the machinations of negative-image and thus lose celebrity status, and/or become figures of scandal and approbation, as will some of the players and institutions that I examine in Media Spectacle (Kellner 2003). Sports has long been a domain of the spectacle with events like the Olympics, World Series, Super Bowl, World Soccer Cup, and NBA championships attracting massive audiences, while generating sky-high advertising rates. These cultural rituals celebrate society's deepest values (i.e. competition, winning, success, and money), and corporations are willing to pay top dollar to get their products associated with such events. Indeed, it appears that the logic of the commodity spectacle is inexorably permeating professional sports which can no longer be played without the accompaniment of cheerleaders, giant mascots who clown with players and spectators, and raffles, promotions, and contests that feature the products of various sponsors. Sports stadiums themselves contain electronic reproduction of the action, as well as giant advertisements for various products that rotate for maximum saturation -- previewing environmental advertising in which entire urban sites are becoming scenes to boost consumption spectacles. Arenas, like the United Center in Chicago, America West Arena in Phoenix, on Enron Field in Houston are named after corporate sponsors. Of course, after major corporate scandals or collapse, like the Enron spectacle, the ballparks must be renamed! The Texas Ranger Ballpark in Arlington, Texas supplements its sports arena with a shopping mall, office buildings, and a restaurant in which for a hefty price one can watch the athletic events while eating and drinking.5 The architecture of the Texas Rangers stadium is an example of the implosion of sports and entertainment and postmodern spectacle. A man-made lake surrounds the stadium, the corridor inside is modeled after Chartes Cathedral, and the structure is made of local stone that provides the look of the Texas Capitol in Austin. Inside there are Texas longhorn cattle carvings, panels of Texas and baseball history, and other iconic signifiers of sports and Texas. The merging of sports, entertainment, and local spectacle is now typical in sports palaces. Tropicana Field in Tampa Bay, Florida, for instance, "has a three-level mall that includes places where 'fans can get a trim at the barber shop, do their banking and then grab a cold one at the Budweiser brew pub, whose copper kettles rise three stories. There is even a climbing wall for kids and showroom space for car dealerships'" (Ritzer 1998: 229). Film has long been a fertile field of the spectacle, with "Hollywood" connoting a world of glamour, publicity, fashion, and excess. Hollywood film has exhibited grand movie palaces, spectacular openings with searchlights and camera-popping paparazzi, glamorous Oscars, and stylish hi-tech film. While epic spectacle became a dominant genre of Hollywood film from early versions of The Ten Commandments through Cleopatra and 2001 in the 1960s, contemporary film has incorporated the mechanics of spectacle into its form, style, and special effects. Films are hyped into spectacle through advertising and trailers which are ever louder, more glitzy, and razzle-dazzle. Some of the most popular films of the late 1990s were spectacle films, including Titanic, Star Wars -- Phantom Menace, Three Kings, and Austin Powers, a spoof of spectacle, which became one of the most successful films of summer 1999. During Fall 1999, there was a cycle of spectacles, including Topsy Turvy, Titus, Cradle Will Rock, Sleepy Hollow, The Insider, and Magnolia, with the latter featuring the biblical spectacle of the raining of frogs in the San Fernando Valley, in an allegory of the decadence of the entertainment industry and deserved punishment for its excesses. The 2000 Academy Awards were dominated by the spectacle Gladiator, a mediocre film that captured best picture award and best acting award for Russell Crowe, thus demonstrating the extent to which the logic of the spectacle now dominates Hollywood film. Some of the most critically acclaimed and popular films of 2001 are also hi-tech spectacle, such as Moulin Rouge, a film spectacle that itself is a delirious ode to spectacle, from cabaret and the brothel to can-can dancing, opera, musical comedy, dance, theater, popular music, and film. A postmodern pastiche of popular music styles and hits, the film used songs and music ranging from Madonna and the Beatles to Dolly Parton and Kiss. Other 2001 film spectacles include Pearl Harbor, which re-enacts the Japanese attack on the U.S. that propelled the country to enter World War II, and that provided a ready metaphor for the September 11 terror attacks. Major 2001 film spectacles range from David Lynch’s postmodern surrealism in Mulholland Drive to Steven Spielberg’s blending of his typically sentimental spectacle of the family with the formalist rigor of Stanley Kubrick in A.I. And the popular 2001 military film Black-Hawk Down provided a spectacle of American military heroism which some critics believed sugar-coated the actual problems with the U.S. military intervention in Somalia, causing worries that a future U.S. adventure by the Bush administration and Pentagon would meet similar problems. There were reports, however, that in Somalian cinemas there were loud cheers as the Somalians in the film shot down the U.S. helicopter, and pursued and killed American soldiers, attesting to growing anti-American sentiment in the Muslim world against Bush administration policies. Television has been from its introduction in the 1940s a promoter of consumption spectacle, selling cars, fashion, home appliances, and other commodities along with consumer life-styles and values. It is also the home of sports spectacle like the Super Bowl or World Series, political spectacles like elections (or more recently, scandals), entertainment spectacle like the Oscars or Grammies, and its own spectacles like breaking news or special events. Following the logic of spectacle entertainment, contemporary television exhibits more hi-tech glitter, faster and glitzier editing, computer simulations, and with cable and satellite television, a fantastic array of every conceivable type of show and genre. TV is today a medium of spectacular programs like The X-Files or Buffy, the Vampire Slayer, and spectacles of everyday life such as MTV's The Real World and Road Rules, or the globally popular Survivor and Big Brother series. Real life events, however, took over TV spectacle in 2000-2001 in, first, an intense battle for the White House in a dead-heat election, that arguably constitutes one of the greatest political crimes and scandals in U.S. history (see Kellner 2001). After months of the Bush administration pushing the most hardright political agenda in memory and then deadlocking as the Democrats took control of the Senate in a dramatic party re-affiliation of Vermont’s Jim Jeffords, the world was treated to the most horrifying spectacle of the new millennium, the September 11 terror attacks and unfolding Terror War that has so far engulfed Afghanistan and Iraq. These events promise an unending series of deadly spectacle for the foreseeable future.6 Hence, we are emerging into a new culture of media spectacle that constitutes a novel configuration of economy, society, politics, and everyday life. It involves new cultural forms, social relations, and modes of experience. It is producing an ever-proliferating and expanding spectacle culture with its proliferating media forms, cultural spaces, and myriad forms of spectacle. It is evident in the U.S. as the new millennium unfolds and may well constitute emergent new forms of global culture. Critical social theory thus faces important challenges in theoretically mapping and analyzing these emergent forms of culture and society and the ways that they may contain novel forms of domination and oppression, as well as potential for democratization and social justice. Works Cited Debord, Guy. Society of the Spectacle. Detroit: Black and Red, 1967. Gabler, Neil. Life the Movie. How Entertainment Conquered Reality. New York: Alfred A. Knopf, 1998. Kellner, Douglas. Grand Theft 2000. Lanham, Md.: Rowman and Littlefield, 2001. Kellner, Douglas. From 9/11 to Terror War: Dangers of the Bush Legacy. Lanham, Md.: Rowman and Littlefield, 2003. Kellner, Douglas. Media Spectacle. London and New York: Routledge, 2003. Ritzer, George. The McDonaldization Thesis: Explorations and Extensions. Thousand Oaks, Cal. and London: Sage, 1998. Wolf, Michael J. Entertainment Economy: How Mega-Media Forces are Transforming Our Lives. New York: Times Books, 1999. Notes 1 See Douglas Kellner, Media Spectacle. London and New York: Routledge, 2003. 2 Wolf's book is a detailed and useful celebration of the "entertainment economy," although he is a shill for the firms and tycoons that he works for and celebrates them in his book. Moreover, while entertainment is certainly an important component of the infotainment economy, it is an exaggeration to say that it drives it and is actually propelling it, as Wolf repeatedly claims. Wolf also downplays the negative aspects of the entertainment economy, such as growing consumer debt and the ups and downs of the infotainment stock market and vicissitudes of the global economy. 3 Another source notes that "the average American household spent $1,813 in 1997 on entertainment -- books, TV, movies, theater, toys -- almost as much as the $1,841 spent on health care per family, according to a survey by the US Labor Department." Moreover, "the price we pay to amuse ourselves has, in some cases, risen at a rate triple that of inflation over the past five years" (USA Today, April 2, 1999: E1). The NPD Group provided a survey that indicated that the amount of time spent on entertainment outside of the home –- such as going to the movies or a sport event – was up 8% from the early to the late 1990s and the amount of time in home entertainment, such as watching television or surfing the Internet, went up 2%. Reports indicate that in a typical American household, people with broadband Internet connections spend 22% more time on all-electronic media and entertainment than the average household without broadband. See “Study: Broadband in homes changes media habits” (PCWORLD.COM, October 11, 2000). 4 Gabler’s book is a synthesis of Daniel Boorstin, Dwight Macdonald, Neil Poster, Marshall McLuhan, and other trendy theorists of media culture, but without the brilliance of a Baudrillard, the incisive criticism of an Adorno, or the understanding of the deeper utopian attraction of media culture of a Bloch or Jameson. Likewise, Gabler does not, a la cultural studies, engage the politics of representation, or its economics and political economy. He thus ignores mergers in the culture industries, new technologies, the restructuring of capitalism, globalization, and shifts in the economy that are driving the impetus toward entertainment. Gabler does get discuss how new technologies are creating new spheres of entertainment and forms of experience and in general describes rather than theorizes the trends he is engaging. 5 The project was designed and sold to the public in part through the efforts of the son of a former President, George W. Bush. Young Bush was bailed out of heavy losses in the Texas oil industry in the 1980s by his father's friends and used his capital gains, gleaned from what some say as illicit insider trading, to purchase part-ownership of a baseball team to keep the wayward son out of trouble and to give him something to do. The soon-to-be Texas governor, and future President of the United States, sold the new stadium to local taxpayers, getting them to agree to a higher sales tax to build the stadium which would then become the property of Bush and his partners. This deal allowed Bush to generate a healthy profit when he sold his interest in the Texas Rangers franchise and to buy his Texas ranch, paid for by Texas tax-payers (for sources on the scandalous life of George W. Bush and his surprising success in politics, see Kellner 2001 and the further discussion of Bush Jr. in Chapter 6). 6 See Douglas Kellner, From 9/11 to Terror War: Dangers of the Bush Legacy. Lanham, Md.: Rowman and Littlefield Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Kellner, Douglas. "Engaging Media Spectacle " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/09-mediaspectacle.php>. APA Style Kellner, D. (2003, Jun 19). Engaging Media Spectacle . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/09-mediaspectacle.php>

IntroductionRecut trailers typically mix footage from one or more films to create a preview for a feature that will never exist. Challenging the trailer’s assumed function as existing merely to gain an audience for a main attraction, the recut trailer suggests that the trailer can exist separately from a film. This paper will ask if recut trailers are evidence of fan enthusiasm and question precisely where this enthusiasm is directed. Do recut trailers demonstrate there are fans for the feature film that is recut, or does this enthusiasm extend beyond an appreciation and anticipation for a feature film? It will be ascertained if the recut trailer – as a site for homage, parody and fandom – transcends the advertising imperatives of box office success. This paper will demonstrate how fan-made trailers are symptomatic of the need for a new critical approach to trailers, one that does not situate the trailer as the low advertisement to the high cultural text of the film. It will be proposed that trailers form a network, of which the feature films and other trailers that are invoked form only a part.Recut trailers, while challenging the norms of what is considered an advertisement, function within a strict frame of reference: in their length, use of credits, text, voiceover in direct address to the audience, and editing techniques. Consequently, the recut trailer parodies and challenges the tools of promotion by utilising the very methods that sell to a prospective audience, to create an advertisement that is stripped of its traditional function by promoting a film that cannot exist and cannot be consumed. The promotion seems to end at the site of the advertisement, while still calling upon a complex series of interconnected references and collective knowledge in order for the parody to be effective. This paper will examine the network of Brokeback Mountain parodies, which were created before, during and after the feature film’s release, suggesting that the temporal imperative usually present in trailers is irrelevant for their appreciation. A playlist of the trailers discussed is available here.The Shift from Public to PrivateThe limited scholarship available situates the trailer as a promotional tool and a “brief film text” (Kernan 1), which is a “limited sample of the product” of the feature film (Kerr and Flynn 103), one that directly markets to demographics in order to draw an audience to see the feature. The traditional distribution methods for the trailer – as pre-packaged coming attractions in a cinema, and as television advertisements – work by building a desire to see a film in the future. For the trailer to be commercially successful within this framework, there is an imperative to differentiate itself from other trailers through creating an appeal to stars, genre or narrative (Kernan 14), or to be recognised as a trailer in amongst the stream of other advertisements on television. As new media forms have emerged, the trailer’s spatial and temporal bounds have shifted: the trailer is now included as a special feature on DVD packages, is sent to mobile devices on demand, and is viewed on video-sharing websites such as YouTube. In this move from the communal, collective and directed consumption of the trailer in the public sphere to the individualised, domesticated and on-demand consumption in the private sphere – the trailer has shown itself to be a successful “cross-media text” (Johnston 145). While choosing to watch a trailer – potentially long after the theatrical release of the film it promotes – suggests a growing “interactive relationship between film studio and audience” (Johnston 145), it also marks the beginning of increasing interactivity between the trailer and the audience, a relationship that has altered the function and purpose of the trailer beyond the studio’s control. Yet, the form of the trailer as it was traditionally distributed has been retained for recut trailers in order to parody and strip the trailer of its original meaning and purpose, and removes any commercial capital attached to it. Rather than simply being released at the control of a studio, the trailer is now actively shared, appropriated and altered. Demand for the trailer has not diminished since the introduction of new media, suggesting that there is an enthusiasm not only for coming feature films, but also for the act of watching, producing and altering trailers that may not translate into box office takings. This calls into question the role of the trailer in new media sites, in which the recut trailers form a significant part by embodying the larger changes to the consumption and distribution of trailers.TrailerTubeThis study analyses recut trailers released on YouTube only. This is, arguably, the most common way that these trailers are watched and newly created trailers are shared and interacted with, with some clips reaching several million views. The purpose of this paper is to analyse the network that is created surrounding the recut trailer through addressing its specific qualities. YouTube is the only site consulted in this study for the release for fan-made trailers as YouTube forms a formidable part of the network of recut trailers and studio released trailers, and currently, serves as a common way for Internet users to search for videos.YouTube was launched in December 2005, and in the following 1-2 years, the majority of popular recut trailers emerged. The correlation between these two dates is not arbitrary; the technology and culture promoted and fostered by the unique specificities of YouTube has in turn developed the recut trailer as “one of the most popular forms of fan subversion in the age of digital video” (Hilderband 52). It is also the role of audiences and producers that has ensured that the trailer has moved beyond its original spatial and temporal bounds – to be consumed in the home or on mobile devices, and at any stage past any promotional urgency. The Brokeback Mountain parodies, to be later discussed, surfaced mainly in 2006, demonstrative of an early acceptance of the possibilities that YouTube and mass broadcasting presented, and the possibilities that the trailer could offer to YouTube’s “clip” culture (Hilderbrand 49).The specificities of YouTube as a channel for dissemination have allowed for fan-made trailers to exist alongside trailers released by studios. Rather than the trailer being consumed and then becoming irretrievable, perpetually tied to the feature film it promotes, the online distribution and storing of trailers allows a constant revisiting of the advertisement – this act alone demonstrating an enthusiasm for the form of the trailer. Hilderbrand argues that YouTube “offers[s] new and remediating relationships to texts that indicate changes and acceleration of spectatorial consumption” (49). Specifically, Hilderbrand proposes that YouTube functions as a collection of memories, which in turn present a “portal of cultural memory” (54) – amplified by the ability to create playlists and channels. The tagging of trailers to the films from which they drive, the official trailers released for a film referenced, or other recut trailers ensures that there is a physical trace of the network the trailer creates. Recut trailers demand for knowledge and capital to be shared amongst viewers, the technical attributes of YouTube allow for much of this knowledge to be available on demand, and to be hyperlinked or suggested to the viewer. In order for the parody present in recut trailers to function at the level intended, the films that are drawn upon would presumably need to be identified and some basic elements of the plot understood in order for the capital imbued in the trailer to be completely realised. If the user is unaware of the film, however, clips of the film or the original trailer can be reached either through the “related videos” menu which populates according to the didactic information for the clip watched, or by searching. As the majority of recut trailers seek to displace the original genre of the film parodied – such as, for example, Ten Things I Hate about Commandments which presents the story of The Ten Commandments as a teen film in which Moses will both part the sea and get the girl – the original genre of the film must be known by the viewer in order to acknowledge the site for parody in the fan-made trailer. Further to this, the network deployed suggests that there must be some knowledge of the conventions of the genre that is being applied to the original film’s promotional qualities. The parody functions by effectively sharing the knowledge between two genres, in conjunction with an awareness of the role and capital of the trailer. Tagging, playlists and channels facilitate the sharing of knowledge and dispersing of capital. As the recut trailer tends to derive from more than one source, the network alters the viewer’s relationship to the original feature film and cultivates a series of clips and knowledge. However, this also indicates that intimate fan knowledge can be bypassed – which places this particular relationship to the trailer and the invoked films as existing outside the realms of the archetypal cult fan. This challenges prior conceptions of fan culture by resisting a prolonged engagement normally attributed to cultivating fan status (Hills), as typically only one trailer will be made, rather than exhibiting a concentrated adulation of one text. The recut trailer is placed as the nexus in a series of links, in which the studio system is subverted while also being directly engaged with and utilised. The tools that have traditionally been used to sell to an audience through pre-packaged coming attractions are now used to promote a film that cannot be consumed that holds no commercial significance for film studios. These tools also work to reinforce the aesthetic and cinematic norms in the trailer, which provide a contract of audience expectations – such as the use of the approval by the American Motion Picture Association screen and classification at the beginning of the majority of recut trailers. The recut trailer assimilates to the nature of video sharing on YouTube in which the trailer is part of a network of narratives all of which are accessible on demand, can be fast-forwarded, replayed, and embedded on numerous social networking sites for further dissemination and accompanying editorial comment. The trailer thus becomes a social text that involves a community and is wide-reaching in its aims and consumption, despite being physically consumed in the private sphere. The feature which enables the user to “favourite” a video, add it to their playlist and embed it in another site, demonstrates that the trailer is considered as its own cohesive form, subject to scrutiny and favoured or dismissed. Constant statistics reflecting its popularity reinforce the success of a recut trailer, and popularity will generally lead to the trailer becoming more accessible. Hilderbrand argues that YouTube has nutured a “new temporality of immediate gratification for audiences” which has in turn contributed to the “culture of the clip” (49), which the trailer seems to exemplify – and in the absence of feature films being legally readily accessible on sites such as YouTube, the trailer seeks to fill the void for immediate gratification.Brokeback MountainsWhile fan-made trailers can generate enthusiasm about the release of an upcoming film they may be linked to – as was recently the case with fan-made trailers for teen vampire film, Twilight – there is also a general enthusiasm to play with the form of the trailer and all that it signifies, while in the process, stripping the trailer of its traditional function. Following the release of the trailer for feature film Brokeback Mountain, numerous recut trailers emerged on YouTube which took the romantic and sexual relationship of the two male leads in the film, and applied this narrative to films depicting two male leads in a non-romantic friendship. In effect, new films were created that used the basis of Brokeback Mountain to shift plots in existing films, creating a new narrative in the process. The many Brokeback… parodies vary in popularity, and have been uploaded to YouTube continuously since 2006. The titles include Brokeback to the Future, Saved by the Bell: Brokeback Style, Brokeback of the Ring, The Brokeback Redemption, Broke Trek, Harry Potter and Brokeback Goblet and Star Wars: The Emperor Brokeback. The trailers use footage from a variety of film and television sources that show a friendship between two men and introduce it to the “style” of Brokeback Mountain. There are several techniques which are used uniformly across all of the trailers in order to convey this new plot: the original score used in the Brokeback Mountain trailer begins each recut trailer; the use of typically white text on a black screen based on the original trailer’s text, or a slight variant of it which is specific to the film which is being recut; and the pace of shots altered to focus on lingering looks, or to splice scenes together in order to imply sexual contact. Consequently, there is a consciousness of the effects used in the original trailer to sell a particular narrative to the audience as something that an audience would want to view. The narrative is constructed as being universal, as any story with two men as the leads and their friendship can be altered to show an underlying homoerotic story, and the form of the trailer allows these storylines to be promoted and shared. The insider knowledge of the fan that has noticed these interactions is able to make their knowledge communal. Hills argues that “fans participate in communal activities” (ix), which here takes the form of creating a network of collective stories which form Brokeback – it is a story extended to several sites, and a story which is promoted and sold. Through the use of tagging, playlists and suggested videos, once one recut trailer is viewed, several others are made instantly available. The availability of the original Brokeback Mountain trailer then serves to reinforce the authenticity and professionalism of the clips, by providing a template in which existing footage from other films is moulded to fit within.The instant identifier of a Brokeback… trailer is the music that was used in the original trailer. This signals that the trailer for Brokeback Mountain was itself so iconic that the use of its soundtrack would be instantly recognisable, and the re-use of music and text suggests that the recut trailers reinforce this iconography and its capital by visually reinforcing what signifies Brokeback Mountain. The network these trailers create includes the film Brokeback Mountain itself, but the recut trailer begins to open a new trajectory for the narrative to mould and shift, identifiable by techniques present in the trailer but not the feature film itself. The fan appreciation is evident in several ways: namely, there is an enthusiasm to conflate a feature film into Brokeback Mountain’s general narrative; that there has been enough of an engagement with a feature in order to retrieve clips to be edited into a new montage, and consequently, a condensed narrative with a direct mode of address; and also the eagerness to see a feature film in trailer form, employing trailer-specific cinematic techniques to enhance parody and displacement. Recut trailers are also subject to commenting, which generally reflect on either the insider fan knowledge of the text that is being initiated to the world of Brokeback Mountain, or take the place of comments that reflect on the success of the editing. In this respect, critique is a part of the communal fan interaction with the creator and uploader in the recut trailer’s network. As such, there is a focus on quality for the creator of the fan video, and rating occurs in order to rank the recut trailers. This focus on quality and professionalism elevates the creator of the recut trailer to the status of a director, despite not having filmed the scenes themselves. Demonstrating the enthusiasm for the role of the trailer, the internal promotion on YouTube of the most successful trailers – designated as such by the YouTube community – signals an active engagement with the role of the trailer, and its social properties, even though it is consumed individually.ConclusionWhile the recut trailer extends the fan gaze toward one object or more, it is typically presented as a parody, and consequently, could also be seen as rejecting elements of a genre or feature film. However, the parody typically occurs at the site of displacement: such as the relationship between the two male leads in Brokeback to the Future having a romantic relationship whilst coming to terms with time-travel; the burning bush in Ten Things I Hate about Commandments being played by Samuel L. Jackson as “Principal Firebush”, complete with audio from Pulp Fiction; or recutting romantic comedy Sleepless in Seattle to become a horror film. The parody relies on knowledge that can be found easily, aided by YouTube’s features, while requiring the creator to intimately engage with a feature film. The role of the trailer in this network is to provide the tools and the boundaries for the new narrative to exist within, and create a system of referents for the fan to identify, through parodies of star appeal, genre, or narrative, as Kernan proposes are the three ways in which a trailer often relies upon to sell itself to an audience (14).As this paper has argued toward, the recut trailer can also be released from the feature films it invokes by being considered as its own coherent form, which draws upon numerous sites of knowledge and capital in order to form a network. While traditionally trailers have worked to gain an audience for an impending feature release, the recut trailer only seeks to create an audience for itself. Through the use of cult texts or a particularly successful form of parody, as demonstrated in Scary Mary Poppins, the recut trailer is widely consumed and shared across multiple avenues. The recut trailer then seeks to promote only itself through providing a condensed narrative, speaking directly to audiences, and cleverly engaging with the use of editing to leave traces of authorship. Fan culture may be seen as the adoration of one creator to the film they recut, but the network that the recut trailer creates demonstrates that there is an enthusiasm in both creators and viewers for the form of the trailer itself, to exist beyond the feature film and advertising imperatives.ReferencesBrokeback of the Ring. 27 Feb. 2006. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=tgt-BiFiBek›.Brokeback to the Future. 1 Feb. 2006. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=8uwuLxrv8jY›.Brokeback Mountain. Dir. Ang Lee. Film. Paramount Pictures, 2005. The Brokeback Redemption Trailer. 28 Feb. 2006. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=FtRi42DEdTE›.Broke Trek – A Star Trek Brokeback Mountain Parody. 27 May 2007. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=7xSOuLky3n0›.Harry Potter and the Brokeback Goblet. 8 March 2006. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=e9D0veHTxh0›. Hilderbrand, Lucas. "Youtube: Where Cultural Memory and Copyright Converge." Film Quarterly 61 (2007): 48-57. Hills, Matthew. Fan Cultures. New York: Routledge, 2002. Johnston, Keith M. "'The Coolest Way to Watch Movie Trailers in the World': Trailers in the Digital Age." Convergence: The International Journal of Research into New Media Technologies 14 (2008): 145-60. Kernan, Lisa. Coming Attractions: Reading American Movie Trailers. Austin: U of Texas P, 2004. Kerr, Aphra, and Roddy Flynn. "Rethinking Globalisation through the Movie and Games Industries." Convergence: The International Journal of Research Into New Media Technologies 9 (2003): 91-113. The Original Scary ‘Mary Poppins’ Recut Trailer. 8 Oct. 2006. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=2T5_0AGdFic›.Saved by the Bell: Brokeback Style. 4 April 2006. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=yHLr5AYl5f4›.Sleepless in Seattle. Dir. Nora Ephron. Film. Tristar Pictures, 1993. Sleepless in Seattle: Recut as a Horror Movie. 30 Jan. 2006. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=frUPnZMxr08›.Star Wars: The Emperor Brokeback. 14 Feb. 2006. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=omB18oRsBYg›.The Ten Commandments. Dir. Cecil B. DeMille. Film. Paramount Pictures, 1956. Ten Things I Hate about Commandments. 14 May 2006. YouTube. Video. 2 March 2009 ‹http://www.youtube.com/watch?v=u1kqqMXWEFs›.

It is peculiar that we so urgently seek out the emotion of fear in film. We have a thirst for fear, and we go to elaborate means to experience it. It would be convenient if we could invoke the experience of fear without the apparatus of a cinema, but such intermediaries are necessary. We cannot will ourselves to be afraid. To evoke an emotion, we must organize our environment -- or invoke mental images of such an environment -- which then triggers the emotion. One of the great discoveries of the 20th century was the powerful effect of combining film with musical representations of emotion. It is possible to combine these two media in a way that reflects no naturally occurring visual-auditory correlation, such as the correlation between the sight and sound of a person running. That two such distinct media should combine so readily may seem puzzling. Background music is not part of the diegesis of the film and has the potential to create confusion (Cohen, 2). This potential was illustrated in Mel Brooks' comedy Blazing Saddles (1974). A sheriff rides in the desert set to suitable background music, but then meets the Count Basie Band performing the now foreground music. The music, initially interpreted on a subconscious or emotional level, is unexpectedly thrust into the fictional component of the film and processed on a conscious level. Such exceptions aside, there is usually no such confusion because film and music are integrated on an emotional rather than an analytic level. Fear responses do not require brain structures needed for consciousness and analytic thought but can be processed without conscious awareness by subcortical structures (i.e., the amygdala). A frightening score that is not part of the diegesis of the film combines with visual information at sub-cortical levels to create a unified experience of fear, with no sense that there are two sources of emotional meaning -- fictional and musical. The lack of literal connection between visual and auditory sources is not confusing. We do not question the logic of musicians playing triumphant music at every battle in Star Wars, or sentimental music inside the police station on Hill Street Blues. The combination of film and music is exceptionally potent because both are highly influential media. Economic activity reflects their influence (Huron, 3). In the United States, the largest export sector is entertainment, led by music and film. Film makers are so confident that they invest billions of dollars in them. In 1999 the average budget for a single Hollywood film was 76 million. The prevalence of music in industrialized society is also massive: the music industry is larger than the pharmaceutical industry. As a film composer, I've learned that I can induce fear most readily by turning my attention away from conventional music structures. In an important sense, writing fearful music should not involve composition in the usual sense of the term. Rather, one may rely on the fact that sound is inherently frightening when stripped of the comforting structuring properties of language and music. It is difficult to express fear using conventional forms. Fear is sometimes expressed in Opera but using unconventional forms. Fear is also associated with the bhayanaka rasa in Classical Indian music, but evidence suggests that sensitivity to rasas is related to basic acoustic properties such as pace, loudness, and complexity (Balkwill & Thompson, 1). The major and minor modes in Western music are associated with happiness and sadness, but the evocation of fear seems antithetical to such conventions. When music is recognizable, as in a melody with a traditional harmonic accompaniment, we experience reassurance. Conventional music evokes a comforting feeling that we are "among our own" and there is safety in numbers. The possibility of fear arises when familiar music structures are removed. It is certainly possible to create a creepy atmosphere using traditional forms by repeatedly pairing a musical segment with a frightening image or event. Such learned associations are used in the practice of leitmotiv, in which a musical theme is paired repeatedly with a character until it comes to represent that character. Consider Mike Oldfield's circular melody in The Exorcist or Beethoven's ninth symphony in A Clockwork Orange. Through learned association, both scores created extremely disturbing atmospheres. The most effective way to induce terror, however, is to manipulate basic acoustic properties, also called secondary musical parameters. Primary parameters include melody and harmony: aspects of music that are culturally shaped and recognizable as traditional forms. Secondary parameters include pace, loudness, timbre, and pitch height: elements of sound that are perceived similarly across cultures. The use of musical convention is deeply connected with one's emotional intention. We create fear most powerfully by stripping music of conventional forms. Composers aiming to design a fearful score often import and embed frightening sounds into traditional compositional structures, such as a melody with harmonic accompaniment. They do this as a musical challenge or out of concern that their score might otherwise be perceived as unsophisticated. What evokes fear, however, are not those recognizable conventions of composition but rather, elements of the score that are unrelated to conventional structures. We fear surprising or unfamiliar sounds: sudden changes in loudness, jittery sounds, deep hollow textures, and unpredictable pitch combinations or movement. Sounds are more frightening than visual images, and hence soundtracks are essential to thriller flicks. Visual images are experienced as "out there" and emotionally distant. We've learned to detach ourselves emotionally from visual images by habituating to the continuous stream of horrifying TV and film images. When we actually witness a terrifying event, it seems "like a movie." Sounds are experienced as both outside and inside our heads. We feel sound in our bones, making it difficult to distance ourselves from them. They are less easily localized than visual images, creating nervousness about possible escape routes. Their sources are not always identifiable, creating uncertainty. Prey rely heavily on sounds to alert them of predators, linking sound to fear. The fear centre of the brain -- the amygdala -- lies deep inside the temporal lobe, which processes sound (LeDoux, 4). From an evolutionary standpoint, we can assume that humans, like all animals, evolved a sensitivity to the potential dangers associated with sounds. Brain systems that generate fear are highly conserved throughout evolutionary history, suggesting that fear responses in modern brains are similar to fear responses in early hominids. Large, aggressive, or unfamiliar animals are potentially life-threatening and it is adaptive for us to fear them. Low pitches are associated with large sound-producing cavities and hence, animals with big mouths. Loud low-pitched sounds signal aggression. High-pitched screeches are perceived as alarm calls. During the stabbing scene in the film Psycho, repeated screeching sounds or "alarm-calls" combine with the visual scene to induce excruciating fear. In industrialized society, fear of predation is largely non-existent, replaced with a fear of our own technology: car and airplane accidents, nuclear disasters, weapons. But fear responses today are the result of adaptive pressures that took place thousands of years ago when predation was a constant threat. We are acutely sensitive to alarm calls and predatory sounds. When predators of humans are portrayed in film, as in Jaws or Jurassic Park, the experience of fear is unbearable. Why do we so urgently seek out this unpleasant emotion? One possibility relates to social cohesion. Group solidarity is enhanced when there is a common enemy. The object of fear in film distinguishes "us against them" and secures a bond between those experiencing the terror. The representation of fear identifies an enemy (the object of fear) to enhance solidarity. Teenagers -- who have the greatest need for social bonding and self definition -- are voracious consumers of terror films. Shared experiences of film-induced fear are extremely widespread. In the week ending May 28th, 2000, there were over 3,100 screening of Gladiator in the United States. America dominates the world market in film and music (only India has resisted this domination). For better or worse, Hollywood emotions are globally shared. People from Japan, China, Italy, Spain, and Brazil have a common bond on the basis of having seen The Matrix or The Exorcist. Fear in film also performs another function. Films are externalized representations of cultural memory, and of culturally significant or meaningful experiences. They are a mechanism for accumulating and transmitting knowledge of the environment, preparing ourselves for circumstances in which we might find ourselves. Terror films stimulate the development of cognitive strategies for coping with challenging circumstances. All of us -- teenagers especially -- feel a need to prepare ourselves for hostile environments. Terror films not only nurture social bonding, they motivate the refinement of an essential human trait: courage. By situating ourselves within an environment that presents various hypothetical sources of terror, we test our courage, and we activate the development of important strategies for coping with the very real fears with which we will inevitably be confronted. References Balkwill, L.L. & Thompson, W.F. "A cross-cultural investigation of the perception of emotion in music: Psychophysical and cultural cues." Music Perception, 17, 43-64, 1999. Cohen, A. "Music as a source of emotion in film." In Patrik Juslin & John Sloboda (Ed.) Music and Emotion: Theory and Research. Oxford: Oxford University Press, 2001. Huron, D. "Is music an evolutionary adaptation?" In Robert Zatorre & Isabelle Peretz (Ed.), The Biological Foundations of Music. New York: Annals of the New York Academy of Sciences, Volume 930. New York, 2001. LeDoux, J. The Emotional Brain: The Mysterious Underpinnings of Emotional Life. New York: Touchstone, 1996. Citation reference for this article MLA Style Thompson, Bill. "Evoking Terror In Film Scores" M/C: A Journal of Media and Culture 5.1 (2002). [your date of access] < http://www.media-culture.org.au/0203/evoking.php>. Chicago Style Thompson, Bill, "Evoking Terror In Film Scores" M/C: A Journal of Media and Culture 5, no. 1 (2002), < http://www.media-culture.org.au/0203/evoking.php> ([your date of access]). APA Style Thompson, Bill. (2002) Evoking Terror In Film Scores. M/C: A Journal of Media and Culture 5(1). < http://www.media-culture.org.au/0203/evoking.php> ([your date of access]).

Contemporary quilters use a wide range of Patchwork and Quilt designs and styles, from ancient and ethnic to post-modern futuristic patterns. Unusual quilting designs have increasingly become popular as decorative textiles. During the late 20th century, art quilts became popular for their aesthetic and artistic qualities rather than for functionality. Patchwork &amp; Quilt as a form of art is very popular throughout the world. Patchwork &amp; Quilt technology is based on stitching together, tufted fabric pieces with decorative embroidery patterns and variations on the theme of the artist's intentions. The larger design is usually based on repeat patterns built up with different fabric shapes. Patchwork is most often used to make quilts, but it can also be used to make bags, wall-hangings, warm jackets, cushion covers, skirts, waistcoats and other items of clothing. Some textile artists work with patchwork, often combining it with embroidery and other forms of stitchery. Traditional patchwork – blankets and pillows include such familiar themes as Log Cabin, Star, Pineapple, Scrap-Quilts, Bargello etc. Traditional patchwork has identifying names based on the arrangement of colors and shapes. A unique form of patchwork quilt is the Crazy Quilt. Crazy quilting was popular during the Victorian era (mid-late 19th century). The crazy quilt is made up of random shapes of luxurious fabric. The patchwork pieces are stitched together forming "crazy" or non-repeat, asymmetric compositions. Fancy embroidery embellishes the seam lines between the individual, pieced shapes. Traditions of Latvian Quilt continues at Quilt Latvian Society. Inspired by the world, Latvian artists creatively extend the style and technique-specific boundaries. Patchwork &amp; Quilt is a process that continues to evolve and improve the selection of fabrics and innovative technological solutions and means of artistic versatility. The aim of the work – To study traditional 19th century patchwork motif and to explore the usage of Crazy Quilt motif in contemporary patchwork. Material and Methods. This paper analyses the contemporary textile artists’ quilts and traditional 19th century Crazy Quilt motif. Conclusions. The research explores traditional 19th century patchwork motif, summarizes and analyses most common visual and technological features of Crazy Quilt motif. As a result of the research, and on the basis of personal experience, authors offer the Crazy Quilt practical training (workshop) objectives and terms of reference to ensure patchwork technique practical and artistic components. Applying both – traditional and contemporary patchwork sewing techniques and combining them with textile techniques such as embroidery, crochet, textile printing and different painting techniques, there is scope for costume decoration process. The Workshop’s content is suitable for students and participants who are interested in patchwork, quilting and everything in the diverse world textile arts in the 21st century, for beginners and intermediate makers. Participants can use a Crazy Quilt for design idea and learn the easy ways how to draw chosen designs and combine patterns to create a contemporary quilt and costume elements. As a result, students obtain new knowledge, self-experience in traditional textile techniques and motivation to study textile technology.

Things would never be the same again. As sales went through the roof, with some breathless estimates in the region of a 200% increase overnight, marketers practically wet their pants at the phenomenal success of the chocolate bar seen by millions in ET: the Extraterrestrial. That was back in 1982. Though not the first instance of product placement ‘at the movies’, the strategic placement of Reese’s Pieces in ET is often hailed as the triumphant marketing moment heralding the onset of the era of embedded advertising in popular media. Today, much media consumption is characterised by aggressive branding strategies. We’ve all seen ostentatious product wrangling – the unnatural handling of items (especially chocolate bars and bottled drinks) to best display their logo (regardless of considerations of verisimilitude, or even common sense), and ungainly product mentions in dialogue (who can forget the early Jude Law shocker Shopping?) that have passed into the realm of satire. In television and feature filmmaking, props bearing corporate trademarks not only supplement, but often sustain production budgets. Some programs appear to be entirely contrived around such sponsors. Australian commercial television makes no secret of the increasingly non-existent line between ‘entertainment’ and ‘advertising’, though it still purports to describe ‘lifestyle’ shows as ‘reality’ television. With the introduction of technologies like TiVO which enable consumers to skip over ads, the move is from ‘interruptive’ style advertising between programs or segments, to products insinuated in the décor – and increasingly scripts – of programs themselves, with correspondent online shopping opportunities for digital consumers. An entire industry of middle-people – sometimes euphemistically self-described as ‘prop houses’ – has sprung up to service the lucrative product placement industry, orchestrating the insertion of branded products into television and films. The industry has grown to such an extent that it holds an annual backpatting event, the Product Placement Awards, “to commemorate and celebrate product placement” in movies, television shows, music etc. But ‘advertising by stealth’ is not necessarily passively accepted by media consumers – nor media makers. The shoe-horning of brands and their logos into the products of popular culture not only defines the culture industry today, but also characterises much of the resistance to it. ‘Logo-backlash’ is seen as an inevitable response to the incursion of brands into public life, an explicit rejection of the practice of securing consumer mindshare, and subvertisements and billboard liberation activities have been mainstays of culture jamming for decades now. However, criticism of product placement remains highly problematic: when the Center for the Study of Commercialism argued that movies have become “dangerously” saturated with products and suggested that full disclosure in the form of a list, in a film’s credits, of paid product appearances, many noted the counterproductivity of such an approach, arguing that it would only result in further registration – and hence promotion – of the brand. Not everyone subscribes to advertising’s ‘any news is good news’ thesis, however. Peter Conheim and Steve Seidler decided to respond to the behemoth of product placement with a ‘catalogue of sins’. Their new documentary Value Added Cinema meticulously chronicles the appearance of placed products in Hollywood cinema. Here they discuss the film, which is continuing to receive rave reviews in the US and Europe. Danni Zuvela: Can you tell me a little about yourselves? Peter: I’m a musician and filmmaker living in the San Francisco Bay Area who wears too many hats. I play in three performing and recording groups (Mono Pause, Wet Gate, Negativland) and somehow found the time to sit in front of a Mac for six weeks to edit and mix VALUE-ADDED CINEMA. Because Steve is a persuasive salesperson. Steve: I’ve been a curator for the past decade and a half, showing experimental works week after week, month after month, year after year, at the Pacific Film Archive. It was about time to make a tape of my own and Peter was crazy enough to indulge me. DZ: Why product placement? Why do you think it’s important? Where did this documentary come from? S: Steven Spielberg released Minority Report last year and it just raised my hackles. The film actually encourages the world it seems to critique by stressing the inter-relationship of his alleged art with consumerism in the present day and then extending that into a vision of the future within the film itself. In other words, he has already realized the by-product of an alarming dystopia of surveillance, monolithic policing, and capital. That by-product is his film. The rumor mill says that he was reimbursed to the tune of $25 million for the placements. So not only can he not see a constructive path out of dystopia, a path leading toward a more liberating future, he makes millions from his exhausted imagination. What could be more cynical? But Spielberg isn’t alone within the accelerating subsumption of mainstream cinema into the spectacle of pure consumption. He’s just more visible than most. But to consider product placements more directly for a moment: during the past few years, mainstream cinema has been little more than an empty exercise in consumerist viewership. The market-driven incentives that shape films, determining story-lines, exaggerating cultural norms, striving toward particular demographics, whatever, have nothing to do with art or social change and everything to do with profit, pandering, and promulgation. Movies are product placements, the product is a world view of limitless consumption. Value-Added Cinema is about the product-that-announces-itself, the one we recognize as a crystallization of the more encompassing worldview, the sole commodity, spot-lit, adored, assimilated. So why Value-Added Cinema? You’ve got to start somewhere. DZ: Can you tell me a bit about the production process – how did you go about getting the examples you use in the film? Were there any copyright hassles? P: Steve did nearly all of the legwork in that he spent weeks and weeks researching the subject, both on-line and in speaking to people about their recollections of product placement sequences in films they’d seen. He then suffered through close to a hundred films on VHS and DVD, using the fast-forward and cue controls as often as possible, to locate said sequences. We then sat down and started cutting, based at first on groupings Steve had made (a bunch of fast food references, etc.). Using these as a springboard, we quickly realized the narrative potential inherent in all these “narrative film” clips , and before long we were linking sequences and making them refer to one another, sort of allowing a “plot” to evolve. And copyright hassles? Not yet! I say... bring ‘em on! I would be more than happy to fight for the existence of this project, and one of the groups I am in, Negativland, has a rather colourful history of “fair use” battles in the music arena (the most nefarious case, where the band was sued by U2 and their big-label music lawyers over a parody we made happened before I came on board, but there’s been some skirmishes since). We have folks who would be happy to help defend this sort of work in a court of law should the occasion arise. DZ: Can you talk to me about the cultural shift that’s occurred, where the old ‘Acme’ propmaster has been replaced by ‘product peddler’? What is this symptomatic of, and what’s its significance now? S: In the past, privacy existed because there were areas of experience and information that were considered off limits to exploitation. A kind of tacit social contract assumed certain boundaries were in place to keep corporate (and State) meddling at bay and to allow an uncontaminated space for disengaging from culture. Nowadays the violation of boundaries is so egregious it’s hard to be sure that those boundaries in fact exist. Part of that violation has been the encroachment, at every conceivable level, of daily experience by all manner of corporate messages—urinal strainers with logos, coffee jackets with adverts, decals on supermarket floors, temporary tattoos on random pedestrians. Engagement with corporate predation is now foisted on us 24 hours a day. It’s the GPS generation. The corporations want to know where we “are” at all times. Again: in the past there was a certain level of decorum about the sales pitch. That decorum has vanished and in its place is the inter-penetration of all our waking moments by the foghorn of capital. If that foghorn gets loud enough, we’ll never get any sleep. DZ: How do you think product placement affects the integrity of the film? P: Well, that’s definitely a question of the moment, as far as audience reactions to our screenings have been thus far. It really depends on the work itself, doesn’t it? I think we would be highly judgmental, and perhaps quite out of line, if we dismissed out of hand the idea of using actual products in films as some sort of rule. The value of using an actual product to the narrative of a film can’t be discounted automatically because we all know that there are stories to be told in actual, marketed products. Characterizations can develop. If a flustered James Cagney had held up a bottle of Fred’s Cola instead of Pepsi in the climactic shot of One, Two, Three (Billy Wilder’s 1963 Coke-executive comedy), it wouldn’t have resonated very well. And it’s an incredibly memorable moment (and, some might say, a little dig at both cola companies). But when you get into something like i am sam, where Sean Penn’s character not only works inside a Starbucks, and is shown on the job, in uniform and reading their various actual coffee product names aloud, over and over again, but also rides a bus with a huge Nike ad on the side (and the camera tracks along on the ad instead of the bus itself), plus the fact that he got onto that bus underneath an enormous Apple billboard (not shown in our work, actually), or that his lawyer has a can of Tab sitting on an entirely austere, empty table in front of a blank wall and the camera tracks downward for no other discernable purpose than to highlight the Tab can… you can see where I’m going with this. The battle lines are drawn in my mind. PROVE to me the value of any of those product plugs on Penn’s character, or Michelle Pfeiffer’s (his lawyer). DZ: What do you make of the arguments for product placement as necessary to, even enhancing, the verisimilitude of films? Is there a case to be made for brands appearing in a production design because they’re what a character would choose? S: It’s who makes the argument for product placements that’s troublesome. Art that I value is a sort of problem solving machine. It assumes that the culture we currently find ourselves strapped with is flawed and should be altered. Within that context, the “verisimilitude” you speak of would be erected only as a means for critique--not to endorse, venerate, or fortify the status quo. Most Hollywood features are little more than moving catalogs. P: And in the case of Jurassic Park that couldn’t be more explicit – the “fake” products shown in the amusement park gift shop in the film are the actual tie-in products available in stores and in Burger King at that time! Another film I could mention for a totally different reason is The Dark Backward (1991). Apparently due to a particular obsession of the director, the film is riddled with placements, but of totally fake and hilarious products (i.e. Blump’s Squeezable Bacon). Everyone who has seen the film remembers the absurdist products… couldn’t Josie and the Pussycats have followed this format, instead of loading the film with “funny” references to literally every megacorporation imaginable, and have been memorable for it? DZ: What do you think of the retroactive insertion of products into syndicated reruns of programs and films (using digital editing techniques)? Is this a troubling precedent? P: Again, to me the line is totally crossed. There’s no longer any justification to be made because the time and space of the original television show is lost at that point, so any possibility of “commentary” on the times, or development of the character, goes right out the window. Of course I find it a troubling precedent. It’s perhaps somewhat less troubling, but still distressing, to know that billboards on the walls of sports stadiums are being digitally altered, live, during broadcast, so that the products can be subtly switched around. And perhaps most disturbingly, at least here in the states, certain networks and programs have begun cross-dissolving to advertisements from program content, and vice-versa. In other words, since the advertisers are aware that the long-established “blackout” which precedes the start of advertising breaks on TV causes people to tune out, or turn the volume off, or have their newfangled sensing devices “zap” the commercial… so they’re literally integrating the start of the ad with the final frames of the program instead of going black, literally becoming part of the program. And we have heard about more reliance of products WITHIN the programs, but this just takes us right back to TV’s past, where game show contestants sat behind enormous “Pepsodent” adverts pasted right there on the set. History will eat itself… DZ: Could you imagine a way advertisers could work product placement into films where modern products just don’t fit, like set in the past or in alternate universes (Star Wars, LOTR etc)? P: Can’t you? In fact, it’s already happening. Someone told us about the use of products in a recent set-in-the-past epic… but the name of the film is escaping me. S: And if you can’t find a way to insert a product placement in a film than maybe the film won’t get made. The problem is completely solved with films like Star Wars and Lord of the Rings—most of the characters are available in the store as action figures making them de facto placements. In Small Soldiers just about every toy-sized character was, in fact, nicely packaged by Hasbro. DZ: What is the role of the logo in product placement? S: There are the stars, and there are the many supporting roles—the logo is just one of them. We’re hoping to see this category at the next Oscars. P: And categories like “Best Song” are essentially product placement categories already… DZ: I’ve heard about the future of product placement being branding in computer games, interactive shop-at-home television – what other visions of the (branded) future can you imagine? P: The future is now. If you can’t watch a documentary on so-called public television in this country without having text boxes pop up on screen to suggest “related” web sites which “might be of interest” to the viewer, you’re already well on the way to being part of a branded environment. Computer games already have ads built-in, and shop-at-home already seems plenty interactive (and isn’t internet shopping, also?). I think if the various mega-corporations can not only convince people to wear clothing emblazoned with their logo and product name, but so successfully convince us to pay for the privilege of advertising them, then we are already living in a totally branded future. Where else can it go? It may seem a trite statement but, to my mind, wearing an entire Nike outfit is the ultimate. At least the British ad company called Cunning Stunts actually PAYS their human billboards… but those folks have to agree to have the company logo temporarily tattooed onto their foreheads for three hours as they mingle in public. I’m not joking about this. DZ: Is there any response to product placement? How can audiences manage their interactions with these texts? S: Films have been boycotted for culturally heinous content, such as racist and homophobic characters. Why not boycott films because of their commodity content? Or better yet boycott the product for colluding with the filmmakers to invade your peace of mind? What I hope Value-Added Cinema does is sensitize us to the insinuation of the products, so that we critically detect them, rather than passively allow them to pass before us. When that happens, when we’re just insensate recipients of those advertising ploys, we’re lost. DZ: Do you have anything to add to contemporary debates on culture jamming, especially the charge that culture jamming’s political power is limited by its use of logos and signs? Anne Moore has written that detourning ads ends up just re-iterating the logo - “because corporate lifeblood is profit, and profit comes from name recognition”, culture jammers are “trafficking in the same currency as the corporations” – what do you think of this? P: It’s an interesting assertion. But the best culture jams I’ve seen make total mincemeat of the product being parodied; just as you can’t simply discount the use of actual products in films in the context of a narrative, you can’t NOT try to reclaim the use of a brand-name. Maybe it’s a dangerous comparison because “reclaiming” use of the word Coke is not like reclaiming the use of the word “queer”, but there’s something to it, I think. Also, I wear t-shirts with the names of bands I like sometimes (almost always my friends’ bands, but I suppose that’s beside the point). Am I buying into the advertising concept? Yes, to a certain extent, I am. I guess to me it’s about just what you choose to advertise. Or what you choose to parody. DZ: Do you have any other points you’d like to make about product placement, advertising by stealth, branding, mindshare or logos? P: I think what Steve said, that above all we hope with our video to help make people aware of how much they are advertised to, beyond accepting it as a mere annoyance, sums it up. So far, we’ve had some comments at screenings which indicate a willingness of people to want to combat this in their lives, to want to “do something” about the onslaught of product placement surrounding them, in films and elsewhere. Works Cited ET: The Extraterrestrial. Dir. Steven Spielberg. Prod. Kathleen Kennedy & Steven Spielberg, M. Universal Pictures 1982. Shopping. Dir. Paul Anderson. Prod. Jeremy Bolt , M. Concorde Pictures,1993. http://www.cspinet.org/ http://www.productplacementawards.com/ Links http://www.cspinet.org/ http://www.productplacementawards.com/ Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Zuvela, Danni. "An Interview with the Makers of Value-Added Cinema" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/03-valueadded.php>. APA Style Zuvela, D. (2003, Jun 19). An Interview with the Makers of Value-Added Cinema. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/03-valueadded.php>

Apocacidal Tendencies: Three Excerpts from the Heaven's Gate Website 1995 (A term which blends apocalypse with suicide, apocacides could be best described as those groups or individuals who understand salvation from an imagined approaching armageddon to involve, indeed depend upon, the voluntary sacrifice of one's own life on earth.) 1. '95 Statement by An E.T. Presently Incarnate: "... We brought to Earth with us a crew of students whom we had worked with (nurtured) on Earth in previous missions. They were in varying stages of metamorphic transition from membership in the human kingdom to membership in the physical Evolutionary Level Above Human (what your history refers to as the Kingdom of God or Kingdom of Heaven). It seems that we arrived in Earth's atmosphere between Earth's 1940s and early 1990s. We suspect that many of us arrived in staged spacecraft (UFO) crashes and many of our discarded bodies (genderless, not belonging to the human species), were retrieved by human authorities (government and military). Other crews from the Level Above Human preceded our arrival and 'tagged' -- placed a despite 'chip' -- in each of the vehicles (bodies) that we would individually incarnate into, when that instruction would be given. These 'chips' set aside those bodies for us ... In any given civilisation on a fertile planet such as Earth (and Earth has had many periodic/cyclical civilisations), the Level Above Human plants all the new life forms (including humans) for that civilisation in a neutral condition so that they have a chance to choose the direction of their growth. The Level Above Human -- or Next Level -- directly (hands on) relates significantly to the civilisation at its beginning stage, and subsequently (with few exceptions) at approximately 2000-year intervals (48-hour intervals from a Next Level perspective) until that civilisation's final 'Age.' ..." 2. Our Position Against Suicide: " ... We know that it is only while we are in these physical vehicles (bodies) that we can learn the lessons needed to complete our own individual transition, as well as to complete our task of offering the Kingdom of Heaven to this civilisation one last time. We take good care of our vehicles so they can function well for us in this task, and we try to protect them from any harm. We fully desire, expect, and look forward to boarding a spacecraft from the Next Level very soon (in our physical bodies). There is no doubt in our mind that our being 'picked up' is inevitable in the very near future. But what happens between now and then is the big question. We are keenly aware of several possibilities ... The true meaning of 'suicide' is to turn against the Next Level when it is being offered. In these last days, we are focused on ... entering the Kingdom of Heaven ..." 3. Last Chance to Evacuate Earth Before It's Recycled (Sept 29, 1996): "... I'm in a vehicle that is already falling apart on me, and I'm desperate to try to help you have a last chance to go ... I don't mean to make fun of this. I am desperate -- for your sakes. Within the past twenty-four hours I have been clearly informed by my Older Member of how short the remaining time is; how clearly we cannot concentrate on anything except the perspective that says: the end of this civilisation is very close. The end of a civilisation is accompanied by spading under, refurbishing the planet in preparation for another civilisation. And the only ones who can survive that experience have to be those who are taken into the keeping of the Evolutionary Level Above Human ..." Heaven's Gate -- http://www.trancenet.org/heavensgate/index.html Magnificat Meal Movement [Toowoomba, Australia] -- http://homepages.iol.ie/~magnific/ Apocaholic Cocktails: Mixing Visions of the End Armageddon Anonymous: Hidden Faces Plotting the End on Television The 1996 book release X-Files Confidential describes its subject matter as "'social-science fiction' ... fuelled by the realities -- and internal anxieties -- of [our] time: the era of diminished expectations", a television show which "concerns itself with the dark side of technology, competition, politics, ambition, and selfishness", warning against the "risks of abandoning an interior life or one's community" and reinforcing the notion that "our attempts to combat evil are usually an exercise in futility" though that "effort alone is significant". Unlike the participants within the apocaholic communities who intimate that the 'truth is with us', the X-Files, as an entertainment product of the secular industry, proclaims that the 'truth is out there'. This conceptual and narrative framework within the X-Files works on several levels: Frustrates resolution through contrived revelation; Frustrates revelation through contrived resolution; Identifies and resists externally imposed futures; Gives a narrative voice to marginalised hierarchies of genres, values and futures mythology, eg., those involving ufology, genetic mutations and the like; De-emphasises mainstream hierarchies of authority, genres, values and futures mythology; Suggests a regime of hidden truth, embedded within what initially appears as disconnected and unrelated phenomena; Implicates the mainstream future as conspiricist (i.e., the governments which control our futures do not have our interests at heart); Identifies the ritualistic reassurance set by the mainstream discursive strategy (e.g., "apology is policy"); Cultivates its own in-language, or futurespeak, where special terms refer to a future-oriented conspiracy of mammoth proportions. And, finally, it gives meaning to the millennium beyond a mere change in dates. All in all, the X-Files is popular and successful because it explores the possibilities of resolvable and unresolvable endings. It blurs the boundaries between the theological and the secular imaginings of the end. It borrows elements common to contemporary evangelicalism, endtime signs such as the mark of the beast, and gives them a plausible secular narrative. For example, whereas it might be difficult to suspend disbelief for a story that has a charismatic antichrist controlling the world through marking its population with 666, X-Files modernises the setting by creating a mysterious consortium of 12 elders who are in allegiance with some alien plan to initiate a scheduled holocaust. Such an organised drive towards armageddon involves genetic tagging of the populations through smallpox injections, little biochips which switch on and switch-off cancers, transportation of plague through bee stings and heavenly lights that harbour creatures with sinister purposes. In the X-Files, mainstream society is the cult whose future has been pre-organised by its real architects and whose adherents, the general populace, move through society blinded by ideas and doctrines of thought that Mulder sees as lies. His ultimate quest is find the truth, to reveal the future being secretly planned for the world. His quest involves reading the signs of the times in his encounters with the X-Files. Scully, whose initial introduction was to provide a sceptic balance to his quest, in fact provides a scientific rationale for Mulder's seemingly odd flights of fancy. In explaining Mulder's theories away in pseudo-scientific terms, Scully makes the unthinkable seem more plausible, and her character development from sceptic to believer provides the narrative added credibility for long-term viewers. If Scully can be convinced, then there must really be a hidden sinister future embedded beyond the mainstream outlook. Mainstream programmes such as these can in themselves throw wine of the proverbial armageddon fire. Both Star Trek and the X-Files were favourite pastimes for the Heaven's Gate Cult. Star Trek epitomised the ultimate open-ended humanist future, exploration of the unknown, while the X-Files epitomised the nature of this level, a conspiricist and closed future in which the world's only hope lay in the revealing of the sinister unknown before the great destructive end. Needless to say, X-Files-styled sites proliferate the Webscape in late 1999: Apocalypse Soon -- http://www.apocalypsesoon.org/english.html UFOs & Antichrist Millennium Bug Connection New World Order -- http://www.mt.net/~watcher/nwoy2k.html UFOs, Aliens & Antichrist: The Angelic Conspiracy & End Times Deception -- http://www.mt.net/~watcher/ "The Bible says that the b'nai Elohim, angels, sons of God, were ministers of creation, from before the worlds, Job 38:7. Contrary to popular secular theories, the b'nai Elohim are created beings distinct from ELOHIM the God of Israel. God created the b'nai Elohim to reflect His glory, and reflect His word which spoke all things into being. Before a third of the heavenly host rebelled, they were stewards of creation, building civilizations on the terrestrial planets of our solar system designed to glorify the Word of God. The Cydonia "face" is a monument constructed by these Sons of God, revealing their knowledge of the message in the stars. Both the Cydonia face and the Sphinx are cherubim, combining figures in the constellations Virgo and Leo, symbolic representations of the first and second advent of Christ on Earth." Satan's Plan to Escape Judgement -- http://www.mt.net/~watcher/hate.html "Previous pages explained how Satan was created to lead the angelic hierarchy, ruling over physical civilizations of angels on planets, such as the one still in evidence on Mars. After Satan rebelled, the center of his angelic civilization was destroyed "from among the stones of fire", yet the Bible tells us Satan is still waiting for the time of God's judgment. Satan is not in hell, he is still allowed audience before God, where he accuses the faithful (Rev.), and he still roams above and within the earth (Job). Since Satan is the most beautiful and powerful cherub, Prince of the Powers of the Air, intelligence behind UFO phenomena, the authority over all the aerial regions outward from earth..." The Millennium Group -- http://www.millenngroup.com/ Australia's Fair Dinkum Magazine -- http://unforgiven.iweb.net.au/~dinkum/ Eyes on the World -- http://eotw.orac.net.au/articles/index.html Antichrist / False Prophet -- http://members.tripod.com/jonastheprophet1/antipope.html "Antichrist will arise out of the British Monarchy within the context of the European Union/False prophet will arise out of the Vatican-Whore Church/Both will work together to build Satan's end time kingdom in these last and final days." 666 Sketch: The Mark of the Beast -- http://www.greaterthings.com/Essays/666mark.htm Conspiracy Books -- http://parascope.com/parastore/booksconspiracy.htm Corrupt Government, Conspiracy, New World Order, A Future? -- http://www.pushhamburger.com/ Dark Conspiracy -- http://www.blazing-trails.com/DarkConspiracies/welcome.html "Things have gotten really seriously convoluted. To try to follow some of the conspiracies requires a substantial amount of dedication. Any one thread can lead to so many other threads, eventually, maybe they will come together into a complete tapestry that could scare the bejabbers out of you." New World Order Conspiracy -- http://www.ufomind.com/para/conspire/nwo/ Silver Screen Endings: Blockbuster Profits in Apocalypse Gripped in a delirium of apocaholicism, contemporary secular society is exploring the conditions and consequence of endings. Mainstream presentations such as Independence Day, Event Horizon, Armageddon, End of Days, The Matrix and Deep Impact depict the notion of endings in elaborate and extravagant modes. Independence Day is a lesson in Orwellian doublethink -- it begins by destroying the very values it eschews at its closure. The statue of liberty, the White House, and the Empire State Building, all contemporary icons of western democratic and consumerist values, are brutally and spectacularly disintegrated. Yet the very core of the western meta-narrative, the maintenance of independence, which brought about the empowerment of these icons, is upheld throughout the film, leaving a critical viewer with the sense that what we are watching in this film is not the destruction of the world by some alien force -- certainly no other nation is depicted as so grossly devastated nor are any icons of other significantly known cultures destroyed -- but the annihilation of contemporary western icons: essentially, the death of icons. The values are constant, as emoted by the President of the United States towards the fiery conclusion of the movie, but the icons are unstable, susceptible to external disruption, unlike the proverbial humanist spirit. Hence, most audiences reacted gleefully to seeing famous landmarks blasted to smithereens -- this goes hand in hand I suspect with the prevailing social atmosphere cultivating change: do away with the current icons, they are no longer valid nor do they faithfully represent the social world around us, we require new ones to image our emerging spirit. Event Horizon is very different in content and style. It blends conventional theology with science fiction to create an incredible narrative about a starship so fast that it punches a hole through to hell and back. The concern throughout the film as the blood thickens is not with the collective end to society but rather with the very personal and private closure to individual life and the post-death experience. Other films, like Deep Impact and Armageddon, draw on the "worst bits" in the bible, to quote one trailer, and depict disturbing destructive images of the western metropolitan society, with dramatic wrangling over who will survive and how in order to establish a brave new world. What links these varying cinematic depictions of the end? Is it perhaps the imagined triumph of humanist spiritism, usually legitimised through the sacrificial offering of a main character in a film's final showdown? (Bruce Willis dies in Armageddon, Tea Leoni waits with her estranged father for the tidal wave in Deep Impact, and a half-drunk kamikaze pilot in an old biplane destroys the mothership at the close of Independence Day.) Being excessively popular, one needs to ask what role these films play within the collective social narrative of endism: do these films serve to quiet anxieties about the end by visualising human solutions to impossible destructive odds? Or do apocalyptic blockbusters market towards existing endtimes tension, reflecting the growing apocaholic nature of our societies as we near the close of the twentieth century and thereby, in true western capitalist fashion, profit from this cultural dysfunction? Or do films of this nature answer a more base, unacknowledged desire within our societies to see the end and survive? Event Horizon -- http://www.eventhorizonmovie.com/ End of Days -- http://www.end-of-days.com/ The Matrix -- http://www.whatisthematrix.com/ Deep Impact -- http://www.deepimpact.com/ Timeout: Clocking the Endtimes Christian End-Time Expectations -- Millennia Monitor -- http://www.fas.org/2000/endtime1.htm This resource provides links to a wide variety of Christian sources with a primary focus on millennial, apocalyptic, or other End Time expectations. Countdown 2000: Your Guide to the Millennium -- http://www.countdown2000.com/index.htm "As we approach the millennium, the world seems to be getting weirder. Countdown 2000 is packed with the latest news, hype, and hysteria. Where will the blow-out parties be? Will Y2K cause global havoc? How can I get involved in improving the world? Whatever the millennium and year 2000 mean to you, Countdown 2000 can help you learn what you want to know. Countdown 2000 is packed with over 150 pages, and 2500 links." Amazing Prophecy -- http://bibleprophecy.com/ Topics covered: Bible prophecy, rapture, tribulation, millennium, last days, end times, end of time, second coming, covenants, revelation, advent, antichrist, 666, parousia (appearing of Christ), preterist (fulfilled prophecy), eschatology (the study of last things), and many more. 888 Christ Come: Your Bible Prophecy Website -- http://www.888c.com/ Apocalists: The Tribulation Inbox Interesting things happen on discussion lists. Perhaps a more significant example of apocalyptic dissemination, capable of real-time feedback and iteration on endtime signs within every corner of the Web, millions on the bible highway speak of the premillennial tension that characterises contemporary cultural life and thousands more direct these lunges into apocalyptic extrapolation via discussion lists. Nowhere has the apocalyptic urge to image the end, to identify the sign of its approach, been more revitalised than on this electronic frontier: indeed, Apocalypse has an impressive online presence. Today, anyone can receive daily updates sent to their email inbox on the progress or nearness of the great endtimes tribulation, press releases of the latest armageddon publication list, prophecy ezines, the latest incarnation of the mark of the beast 666, new candidates for antichrist identification and revelation reports, to name but a few: Bible Prophecy Discussion List -- http://www.geocities.com/~dawn-/index.html Bible Prophecy-L was created as an open, moderated forum to discuss and share information related to end times Bible prophecy. Some of the topics you may find discussed are: Eschatology; Global Government; Global Religion and the New Age Movement; Rapture; Antichrist; Environmental Changes (earthquakes, tornados, volcanoes, freak storms, flooding etc.); Israel and the Middle East; Signs in the Heavens (UFOs, Comets, etc.); Pestilence (infectious diseases); Wars and Rumors of Wars; Prophecy Conference Updates ... etc. Bible Prophecy Report -- http://philologos.org/bpr Bible Codes News Update -- http://thebiblecodes.com/news/bcnu.htm Tribulation News -- http://www.tribnews.net/mir Conspiracy Journal -- http://www.members.tripod.com/uforeview/welcome.html Citation reference for this article MLA style: Jason Ensor. "Apocacide, Apocaholics and Apocalists: A Selective Webography of Endism." M/C: A Journal of Media and Culture 2.8 (1999). [your date of access] <http://www.uq.edu.au/mc/9912/apocacide.php>. Chicago style: Jason Ensor, "Apocacide, Apocaholics and Apocalists: A Selective Webography of Endism," M/C: A Journal of Media and Culture 2, no. 8 (1999), <http://www.uq.edu.au/mc/9912/apocacide.php> ([your date of access]). APA style: Jason Ensor. (1999) Apocacide, Apocaholics and Apocalists: A Selective Webography of Endism. M/C: A Journal of Media and Culture 2(8). <http://www.uq.edu.au/mc/9912/apocacide.php> ([your date of access]).

Introduction Online influencers play an increasingly important role in political communication – they serve as both intermediaries and producers of political messages. As established opinion leaders in areas such fashion and lifestyle consumption, many influencers recently turned towards more political content (Riedl et al.). For influencers who built their personal brands around aspirational domestic and lifestyle content, the COVID-19 global pandemic created an opportunity (and sometimes even a necessity) to engage in political discourse. The most basic everyday acts and decisions – such as where to shop for food, how to organise playdates for children, if and where to go on holiday – suddenly turned into political discussions and the influencers found themselves either promoting or challenging anti-pandemic restrictions imposed by national governments as they were forced to actively defend their decisions on such matters to their followers. Within this process that I call politicisation of the domestic (Heřmanová), many influencers explored new ways to build authority and leadership within their communities and positioning themselves as experts or “lifestyle gurus” (Baker and Rojek). While the proliferation of political content, including disinformation and conspiracy narratives, on digital communication platforms has been the focus of both public and academic attention in recent years, the focus has mostly been on Facebook, YouTube, and Twitter (Finlayson). Instagram, the traditional “home” of lifestyle influencers, only recently became the focus of political communication research (Larsson). This article builds on recent scholarship that focusses on the intersection of lifestyle, spiritual, and wellness content on Instagram and the proliferation of political conspiracy narratives on the platform (Remski, Argentino). I use the example of a prominent Czech spiritual influencer Helena Houdová to illustrate the blending of spiritual, aspirational and conspiracy content among Instagram influencers and argue that the specific aesthetics of Instagram conspiracies needs to be understood in the context of gendered, predominantly female “third spaces” (Wright) in the male-coded global digital space. Case Study – Helena When you look at Helena’s Instagram profile, all you see at first is the usual aspirational influencer content – pictures of ocean, beaches, sunsets, and Helena herself in white dresses or swimsuits. Sometimes she’s alone in the pictures, sometimes with her children, and sometimes with a group of similarly serene-looking women with sun-kissed skin and flowers in their hair. In the captions under her Instagram posts, Helena often talks about self-acceptance, self-love, and womanhood, and gives her followers advice how they can, in her own words, “create their own reality” (@helenahoudova, 8 Aug. 2021). Her recipe for the creation of one’s own reality sounds very simple – open your heart, accept the love that the Universe is giving you, accept that you are love. Helena is 41 years old, a divorced mother of 3 children, and a former model and philanthropist. Born in the Czech Republic, Helena won the title of Czech Miss in 1999, when she was 20 years old. She competed in the Miss World competition and started a successful modelling career. After a complicated marriage and divorce, she struggled to obtain an Australian visa and finally found a home in Bali. Over the past few years, Helena managed to build a successful business out of her online presence – she markets online courses and Webinars to her 50,000 followers and offers personal coaching. In this regard, she is a representative example of an “spiritual influencer” (Schwartz), an emerging group of (mostly) female influencers who focus their content on New Age type spirituality, personal healing, and teach their followers the practice of “manifesting”, based on the belief that “the world we perceive, either positively or negatively, is a projection of our own consciousness and that we can transform our reality for the better by transforming ourselves internally” (Urban 226). Helena’s Instagram account is bilingual, and she posts both in Czech and English, though her audience seems to be mostly Czech – most comments left under her posts are also in Czech. Within the Czech influencer community, she is one of the most famous spiritual influencers. Influencers, (Con)spirituality and COVID-19 Spiritual influencers like Helena are part of a global phenomenon (Chia et al.) that has generated lot of media attention over the past year (Schwartz). With their focus on wellbeing and health, they overlap with wellness influencers (O’Neill), but the content they produce also explores various types of New Age spirituality and references to different religious traditions as well as neo-pagan spiritual movements. From this perspective, spiritual influencers often position themselves in opposition to a Western lifestyle (interpreted as materialistic and based on consumption). In this aspect they fit into the category of ‘lifestyle gurus’ as defined by Baker and Rojek: “Lifestyle gurus define themselves in opposition to professional cultures. Selectively and instrumentally, they mix elements from positive thinking, esoteric systems of knowledge and mediate them through folk culture” (390). While prominent figures of the wellness spirituality movement such as Gwyneth Paltrow would be more likely defined as celebrities rather than influencers (see Abidin), spiritual influencers are native to the Internet, and the path to spiritual awakening they showcase on their Instagram profiles is also their source of income. It is this commodified aspect of their online personas that generated a significant backlash from the media as well as from the influencer community itself over the past year. What provoked many critical reactions is the way spiritual influencers became involved in the debate around the COVID-19 pandemic and anti-COVID vaccination all around the world. As I argued elsewhere (Heřmanová), the pandemic impacted on the way influencers build boundaries between ‘domestic’ and ‘political’ within their content and inside the communities of their followers. For women who build their brands around aspirational domesticity (Duffy), the pandemic lockdowns presented a significant challenge in terms of the content they could post. Within the spiritual influencer culture, the discussion around vaccines intersected with influencers’ focus on spiritual and physical health, natural remedies, and so-called ‘natural immunity’. The pandemic thus accelerated the above-mentioned process of the “politicization of the domestic” (Heřmanová). The increasing engagement of spiritual influencers in political debates around COVID-19 and vaccines can be interpreted within the broader context of the conspirituality phenomenon. The term, first coined by Charlotte Ward and David Voas in 2011, describes a “web movement expressing an ideology fuelled by political disillusionment and the popularity of alternative worldview“ (103). The conspirituality phenomenon is native to the Internet and appears at the intersection of New Age-inspired spirituality and distrust towards established authorities. The conspirituality approach successfully bridges the gap between the spiritual focus on the self and the conspiratorial focus on broader political processes. For spiritual influencers and other types of lifestyle gurus, conspirituality thus offers a way to accommodate the hyper-individualistic, commodified nature of global influencer culture with their message of collective awakening and responsibility to educate wider audiences, because it enables them to present their personal spiritual path as a political act. For the predominantly female wellness/spirituality influencers of Instagram, the term conspirituality has been widely used in the public and media debate, with reference to the involvement of influencers in the QAnon movement (Tiffany, Petersen, and Wang). Argentino coined the term “pastel QAnon” to refer to the community of female influencers initially found on Instagram, but who are increasingly present on various dark platforms, such as Parler or Gab (Zeng and Schäfer), or, in the Czech context, the messaging platform Telegram (Šlerka). “Pastel” refers “to the unique aesthetic and branding these influencers provided to their pages and in turn QAnon by using social media templates like Canva” (Argentino) that is used to soften and aesthetically adapt QAnon messages to Instagram visuality. Many adherents to the pastel version of QAnon are members of the spiritual, yoga, and wellness community of Instagram and were “recruited” to the movement through concerns about COVID-19 vaccines (Remski). This was also the case for Helena. Before the pandemic, her content mostly focussed on her family life and promoting her Webinars and retreats. She rarely commented on political events beyond general proclamations about the materialistic nature of our culture, in which we are losing connection to our true selves. As the pandemic advanced, Helena started to make more and more explicit references to the current global situation. For a long time, however, she resisted openly political, critical proclamations. Then on 12 July 2021 Helena posted a picture of herself standing at the beach in a flowy dress, holding a big golden cup in her hand and accompanied it with the caption: There are barricades on the streets. There are tanks on the streets. We cannot move freely. We must identify ourselves with designated signs. And we must wear a yellow star to sign we’re not against it. But they say it’s for our own protection. The year 1941. There are barricades on the streets. There are tanks on the streets. (THIS AFTERNOON). We cannot move freely. We must identify ourselves, we have to cover our face as a sign we’re not against it. But they say it’s for our own protection. The year 2021. She continues with a call to action and praises her followers, the people who have “woken up” and realised that the pandemic is a global conspiracy meant to enslave people and the vaccination at attempt at “genocide” (@helenahoudova, translated from Czech by author). Fig. 1: Helena's post about COVID-19. This post can be interpreted as a symbolic transgression from spiritual to conspiritual content on Helena’s profile. In the past year, the narrative explaining COVID-19 as an orchestrated political event organised by the global elites to curb the civic and personal freedoms of all citizens has become central in her communication towards her followers. Interestingly, in some of her videos and Instagram stories, she addresses the Czech audience specifically when she compares the anti-pandemic restrictions implemented by the Czech government as an attempt to return the country to its authoritarian, pre-1989 past. Within post-socialist media spaces, the symbolic references to the former totalitarian regime became an important feature of pandemic conspiracies, creating interesting instances of online context collapse. For example, when influencers (including Helena) post content originating from US-based QAnon-related Websites, they tend to frame it as “the return of communism as it we have experienced it before 1989” (Heřmanová). While Helena dedicates her profile almost exclusively to her own content, other Czech spiritual influencers use also other Instagram features such as sharing posts in Stories or sharing content from various Websites, both Czech- and English-speaking, with links to calls for direct actions and petitions against the anti-COVID restrictions and/or vaccination. A few other well-known Czech influencers interact with Helena’s posts by liking them or leaving comments. In this way, the whole community interlinks via different types of political content that is then on the individual profiles blended with lifestyle, wellness, and other ‘typical’, less overtly political, influencer content. Conclusion: Gendered Third Spaces of Instagram Helena’s Instagram presence, along with that of many other women who post similar content, presents an interesting conundrum when we try to decipher how conspiracy theories proliferate in digital spaces. She has, since her ‘coming-out’ as anti-vax adherent and COVID-denialist, branched out her business activities. She now also offers Webinars to teach women how to operate their business in 5D reality that includes intuition as a tool to establish ‘extrasensory’ perception and enables connection to other dimensions of reality (as opposed to the limited 3D perception we typically apply to the world around us). Her journey is representative of a wider trend of politicisation of formerly non-political online spaces in at least two aspects: her prominent focus on women, womanhood, and “sisterhood” as a unit of political organisation, and her successful blend of Instagram-friendly, aspirational, ‘pastel’ aesthetics with overtly political messaging. Both the aesthetics and content of the conspirituality movement on Instagram are significantly gendered. The gendered character of influencers’ work on social media often leads to the assumption that politics has no place in the feminised space of influencer communities on Instagram because it is seen as a male domain (Duffy; Duffy and Hund). Social media, nonetheless, has offered women a tool of political expression, where dedication to domestic affairs may be seen as a political act in itself (Stern). Conspiritual communities on Instagram, such as the one Helena has managed to build, could also be seen as an example of what Scott Wright calls “third spaces” – neutral, inclusive, and accessible virtual spaces where political talk happens (11). A significant body of research has shown that global digital spaces for political discussion tend to be male-coded and women are actively discouraged from participating in them. If they do participate, they are at much higher risk of being exposed to hate-speech and gender-based online violence (Poletta and Chen). The same trend has been analysed within Czech-speaking online communities as well (Vochocová and Rosenfeldová). The COVID-19 pandemic on the other hand opened the opportunity and sometimes necessity (as mentioned above) to engage in political discussion to many women who previously never expressed an interest in political matters. Profiles of conspiritual influencers are perceived both by supportive influencers and by their followers as safe spaces where political opinions can be explicitly discussed precisely because these spaces are not typically designed as political arenas. Helena herself quite often uses the notion of “sisterhood” as a reference to a safe, strong, female community and praises her followers for being awake, being political, and being open to what she calls ‘inner truths’. In a very recent 16-minute video that was originally livestreamed and then saved on her profile, she reflects on current geopolitical developments and makes a direct connection to “liberating sisterhood” as a tool for solving world problems such as wars. The video was posted on 7 March 2022, a week after Russia invaded Ukraine and thus brought war to the near proximity of Helena’s home country. In the video, Helena addresses her followers in Czech and talks about “dark and fragile times”, praises “the incredible energy of sisterhood” that she wants to bring to her followers, and urges them to sign up for her course, because the world needs this energy more than ever (@helenahoudova). Her followers often reflect these sentiments in the comments. They talk about the experience of being judged for embracing their femininity and speaking up against evil (war, vaccination) and mention that they feel encouraged by the community they found. Helena connects with them via liking their comments or leaving responses such as “I stand with you, my love.” The originally non-political character of the third spaces of conspiritual communities on Instagram also partly explains their success in bringing fringe political narratives towards the aspirational mainstream. Helena’s Instagram profile was not originally created, and neither is it run now by her as an openly political/conspiracy account. She does not use hashtags related to QAnon, anti-vax, or any other openly ‘conspiracy-branded’ content. The overall tone of her account and her communication towards her followers has not changed after her ‘coming-out’: she still focusses on highly feminised spiritual aesthetics. She uses light colours, beach photos, and flowy white dresses as a visual frame to her content, and while the content gets politicised, the form still conforms to the standards of Instagram as a platform with its focus on first-person storytelling via selfies and pictures documenting everyday life (Leaver, Highfield, and Abidin). In this respect, Helena’s content can also be seen as an example of what Crystal Abidin calls “subversive frivolity”. Abidin shows how influencers use highly gendered and often mocked and marginalised tools (such as the selfie) and turn them into a productive and powerful means to achieve both economic and social capital (Abidin). In this aspect, the proliferation of conspiracy narratives on Instagram differs significantly from the mechanisms of Twitter and YouTube (Finlayson). While it would be unwise to underestimate the role of recommendation algorithms and filter bubbles (Pariser) in spreading COVID-19-related conspiracies on Instagram, it is also true that the content often circulates despite these mechanisms, as Forberg demonstrated in the example of QAnon communities in the U.S. He proposes to look closely at the “routines” that individual members of these communities employ to make their content visible in mainstream spaces (Forberg). In the case of Helena and members of her community, these routines of engaging with COVID-related content in a way that becomes more and more overtly political form the process of the politicisation of the domestic. While it could be argued that ‘personal is always political’ especially for women (Hanish), Helena and her peers and followers are actively making personal matters political both by naming them as such and by directly connecting themselves, via the notion of sisterhood, to geopolitical developments. In this way, conspirituality influencers are successfully bridging the gap between the individualist ethos of influencer cultures and the collective identity-building of conspiracy movements. Helena’s case enables us to identify and understand these narratives as they emerge at the intersection of Instagram aesthetics (easily reproducible), content (aspirational and highly individualised), and spiritual teaching that zooms out of individual perspectives towards wider societal issues. Acknowledgment The article was supported by the programme “International mobility of researchers of the Institute of Sociology, Czech Academy of Sciences II“, reg. n. CZ.02.2.69/0.0/0.0/18_053/0016983. References Abidin, Crystal. “‘Aren’t These Just Young, Rich Women Doing Vain Things Online?’: Influencer Selfies as Subversive Frivolity.” Social Media + Society (Apr. 2016). DOI: 10.1177/2056305116641342. ———. Internet Celebrity: Understanding Fame Online. London: Emerald Publishing, 2018. Argentino, Marc D. “Pastel QAnon.” Global Network on Extremism and Technology 17 Mar. 2021. <https://gnet-research.org/2021/03/17/pastel-qanon/>. 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Zeng, Jing, and Mike S. Schäfer. “Conceptualizing ‘Dark Platforms’: Covid-19-Related Conspiracy Theories on 8kun and Gab.” Digital Journalism (2021): 1–23. <https://doi.org/10.1080/21670811.2021.1938165>.

In his directorial debut, The Man with the Iron Fists (2012), RZA not only evokes the textual borrowing techniques he has utilised as a hip-hop producer, but also reflects the influence of filmmaker Quentin Tarantino, who has built a career upon acknowledging mainstream and cult film histories through mise-en-scene, editing, and deft characterisation. The Man with the Iron Fists was originally to coincide with Tarantino’s rebel slave narrative Django Unchained (2012), which Tarantino has discussed openly as commentary regarding race in contemporary America. In 2011, Variety reported that RZA had joined the cast of Tarantino’s anticipated Django Unchained, playing “Thaddeus, a violent slave working on a Mississippi plantation” (Sneider, “Rza Joins ‘Django Unchained’ Cast”). Django Unchained follows Tarantino’s pattern of generic and trope mixology, combining elements of the Western, blaxploitation, and buddy/road film. He famously stated: “[If] my work has anything it's that I'm taking this from this and that from that and mixing them together… I steal from everything. Great artists steal; they don't do homages” (“The Directors of Our Lifetime: In Their Own Words”). He sutures iconography from multiple films in numerous genres to form new texts that stand alone, albeit as amalgamations of references. In considering meanings attached particularly to exploitation films, this article addresses the significance of combining influences within The Man with the Iron Fists and Tarantino’s Django Unchained, and the ideological threads that emerge in fusing exploitation film aesthetics. Ultimately, these films provide a convergence not only of texts, but also of the collective identities associated with and built upon those texts, feats made possible through the filmmakers’ use of pastiche. Pastiche in Identity Formation as Subversive A reflection of the postmodern tendency towards appropriation and borrowing, pastiche is often considered less meaningful than its counterpart, parody. Fredric Jameson suggests that though pastiche and parody share commonalities (most notably the mimicry of style and mannerisms), they do so to different effects. Jameson asserts that parody mimics in an effort to mock the idiosyncrasies within a text, whereas pastiche is “neutral parody” of “dead styles” (114). In short, as Susan Hayward writes, “In its uninventiveness, pastiche is but a shadow of its former thing” (302). For Jameson, the most ubiquitous form of pastiche is the nostalgia film, which attempts to recapture the essence of the past. As examples, he points to the George Lucas films American Graffiti (1973), which is staged in the United States of the 1950s, and Star Wars (1977), which reflects the serials of the 1930s-1950s (114-115). Though scholars such as Jameson and Hayward are contemptuous of pastiche, a growing number see its potential for the subversion and critique that the aforementioned suggest it lacks. For instance, Sarah Smith reminds us that pastiche films engage in “complicitous critique”: the films maintain the trappings of original texts, yet do so in order to advance critique (209). For Smith and other scholars, such as Judith Butler and Richard Dyer, Jameson’s criticism of pastiche is dismissive, for while these scholars largely agree that pastiche is a form of mimicry in which the distance between original and copy is minimal, they recognise that a space still exists for it to be critical. Smith writes: “[W]hile there may be greater distance between the parody and its target text than there is between the pastiche and the text it imitates, a prescribed degree of distance is not a prerequisite for critical engagement with the ur-text” (210). In this regard, fidelity to the original texts is not only required but to be revered, for these likenesses to the original “act as a guarantee of the critique of those origins and provide an opportunity for the filmmaker to position [himself or herself] in relation to them” (Smith 211). Essentially, pastiche is a useful technique in which to construct hybrid identities. Keri E. Iyall Smith suggests that hybrid identities emerge from “a reflexive relationship between local and global” (3). According to popular music scholar Brett Lashua, hybrid identities “make and re-make culture through appropriating the cultural ‘raw materials’ of life in order to construct meaning in their own specific cultural localities. In a sense, they are ‘sampling’ from broader popular culture and reworking what they can take into their own specific local cultures” (“The Arts of the Remix: Ethnography and Rap”). As will be evidenced here, Tarantino utilises pastiche as an unabashed genre poacher; similarly, as a self-avowed Tarantino student and hip-hop producer known for his sampling acumen, RZA invokes pastiche to reflect mastery of his craft and a hybridised identity his multifaceted persona. Plagiarism, Poaching, and Pastiche: Tarantino Blurs Boundaries As a filmmaker, Tarantino is known for indulging in excess: violence, language, and aesthetics. Edward Gallafent characterised the director’s work as having a preoccupation with settings and journeys, violence (both emotional and physical), complicated chronological structures, and dissatisfying conclusions (3-4). Additionally, pieces of Tarantino’s cinematic fandom are inserted into his own films. Academic and popular critics continually note Tarantino’s rise as an obsessive video store clerk turned respected and eccentric auteur. Tarantino’s authorship lies mostly in his ability to borrow (or in his words, steal) narrative arcs, characterisations, and camera work from other filmmakers, and use them in ways that feel innovative and different from those past works. It is not that he borrows generally from movements, films, and filmmakers, but that he conscientiously lifts segments from works to incorporate into his text. In Postmodern Hollywood: What’s New in Film and Why It Makes Us Feel So Strange, Keith M. Booker contends that Tarantino’s work often straddles lines between simplistic reference for reference’s sake and meditations upon the roles of cinema (90). Booker dismisses claims for the latter, citing Tarantino’s unwillingness to contextualise the references in Pulp Fiction, such that the film is best described not an act of citation so much as a break with the historical. Tarantino’s lack of reverence provides him freedom to intermingle texts and tropes to fit his goals as a filmmaker, rather than working within the confines of generic narratives. Each film feels both apart and distinct from genre categories. Jackie Brown, for example, has many of the traits attached to blaxploitation, from its focus on drug culture, the casting of Pam Grier who gained status playing female leads in blaxploitation films, and extreme violence. Tarantino’s use of humour throughout, particular in his treatment of character types, plot twists, and self-aware musical cues distances the film from easy characterisation. It is, but isn’t. What is gained is a remediated conception of cinematic reality. The fictions created in films of the past are noted in Tarantino’s play with tropes. His mixes produce an extreme form of mediated reality – one that is full of excess, highly exaggerated, and completely composed of stolen frameworks. Tarantino continues his generic play in Django Unchained. While much of it does borrow heavily from 1960s and 1970s Western filmmakers like Leone, Corbucci, and Peckinpah (the significance of desolate landscapes, long takes, extreme violence), it also incorporates strands of buddy cop (partners with different backgrounds working together to correct wrongs), early blaxploitation (Broomhilda’s last name is von Shaft suggesting that she is an ancestor of blaxploitation icon John Shaft, the characterisation of Django as black antihero enacting revenge on white racists in power), and kung fu (revenge narrative, in addition to the extensive training moments between Dr. Schultz and Django). The familiar elements highlight the transgressions of genre adherence. The comfort of the western genre and its tropes eases the audience, only for Tarantino to incorporate those elements from outside the genre to spark interest, to shock, to remind audiences of the mediated reality onscreen. Tarantino has been criticised for his lack of depth and understanding regarding women and people of colour, despite his attempts to provide various leading and supporting roles for both. Django Unchained was particularly criticised for Tarantino’s use of the term nigger - over 100 instances in the film. Tarantino defended his decision by claiming historical accuracy, poetic license, and his desire to confront audiences with various levels of racism. Many, including Spike Lee, disagreed, arguing Tarantino had no claim to making a film about slavery. Lee stated through Twitter: “American Slavery Was Not A Sergio Leone Spaghetti Western. It Was A Holocaust. My Ancestors Are Slaves. Stolen From Africa. I Will Honor Them” (“Spike Lee on Django Unchained: Filmmaker Calls Movie ‘Disrespectful’”). Not only does Lee evoke the tragedy of the American slave trade and the significance of race within contemporary filmmaking, but he uses genre to underscore what he perceives is Tarantino’s lack of reverence to the issue of slavery and its aftermath in American culture. Django Unchained is both physically and emotionally brutal. The world created by Tarantino is culturally messy, as Italian composers rub elbows with black hip-hop artists, actors from films’ referenced in Django Unchained interact with new types of heroes. The amounts of references, people, and spectacles in his films have created a brand that is both hyperaware, but often critiqued as ambivalent. This is due in part to the perception of Tarantino as a filmmaker with no filter. His brand as a filmmaker is action ordered, excessive, and injected with his own fandom. He is an ultimate poacher of texts and it is this aesthetic, which has also made him a fan favourite amongst young cinephiles. Not only does he embrace the amount of play film offers, but he takes the familiar and makes it strange. The worlds he creates are hazier, darker, and unstable. Creating such a world in Django Unchained provides a lot of potential for reading race in film and American culture. He and his defenders have discussed this film as an “honest” portrayal of the effects of slavery and racial tension in the United States. This is also the world which acts as context for RZA’s The Man with the Iron Fists. Though a reference abandoned in Django Unchained, the connection between both films and both filmmakers pleasure in pastiche provide further insight to connections between film and race. Doing the Knowledge: RZA Pays Homage As a filmmaker, RZA utilises Tarantino’s filmmaking brand techniques to build his own homage and add to the body of kung-fu films. Doing so furnishes him the opportunity to rehash and reform narratives and tropes in ways that change familiar narrative structures and plot devices. In creating a film which relies on cinematic allusions to kung fu, RZA—as a fan, practitioner, and author—reconfigures kung fu from being an exploitative genre and reshapes its potential for representational empowerment. While Tarantino considers himself an unabashed thief of genre tropes, RZA envisions himself more as a student who pays homage to masters—among whom he includes Tarantino. Indeed, in an interview with MTV, RZA refers to Tarantino as his Sifu (a Chinese term for master or teacher) and credits him not only for teaching RZA about filmmaking, but also for providing him with his blessing to make his first feature length film (Downey, “RZA Recalls Learning from ‘The Master’ Quentin Tarantino”). RZA implies that mastery of one’s craft comes from incorporating influences while creating original work, not theft. For instance, he states that the Pink Blossom brothel—the locus for most of the action in the film—was inspired by the House of Blue Leaves restaurant, which functions in a similar capacity in Tarantino’s Kill Bill: Vol. 1 (“RZA Talks Sampling of Kung Fu Films for Movie & The Difference Between Biting vs. Influence”). Hip-hop is an art form in which its practitioners “partake of a discursive universe where skill at appropriating the fragments of a rapidly-changing world with verbal grace and dexterity is constituted as knowledge” (Potter 21). This knowledge draws upon not only the contemporary moment but also the larger body of recorded music and sound, both of which it “re-reads and Signifies upon through a complex set of strategies, including samplin’, cuttin’ (pastiche), and freestylin’ (improvisation)” (Potter 22). As an artist who came of age in hip-hop’s formative years and whose formal recording career began at the latter half of hip-hop’s Golden Age (often considered 1986-1993), RZA is a particularly adept cutter and sampler – indeed, as a sampler, RZA is often considered a master. While RZA’s samples run the gamut of the musical spectrum, he is especially known for sampling obscure, often indeterminable jazz and soul tracks. Imani Perry suggests that this measure of fidelity to the past is borne out of hip-hop’s ideological respect for ancestors and its inherent sense of nostalgia (54). Hallmarks of RZA’s sampling repertoire include dialog and sound effects from equally obscure kung fu films. RZA attributes his sampling of kung fu to an affinity for these films established in his youth after viewing noteworthy examples such as The 36th Chamber of Shaolin (1978) and Five Deadly Venoms (1978). These films have become a key aspect of his identity and everyday life (Gross, “RZA’s Edge: The RZA’s Guide to Kung Fu Films”). He speaks of his decision to make kung fu dialog an integral part of Wu-Tang Clan’s first album Enter the Wu-Tang (36 Chambers): “My fantasy was to make a one-hour movie that people were just going to listen to. They would hear my movie and see it in their minds. I’d read comic books like that, with sonic effects and kung fu voices in my head. That makes it more exciting so I try to create music in the same way” (Gross, ““RZA’s Edge: The RZA’s Guide to Kung Fu Films”). Much like Enter the Wu-Tang (36 Chambers) and his other musical endeavours, The Man with the Iron Fists serves as further evidence of RZA’s hybrid identity., which sociologist Keri E. Iyall Smith suggests emerges from “a reflexive relationship between local and global” (3). According to popular music scholar Brett Lashua, hybrid identities “make and re-make culture through appropriating the cultural ‘raw materials’ of life in order to construct meaning in their own specific cultural localities. In a sense, they are ‘sampling’ from broader popular culture and reworking what they can take into their own specific local cultures” (“The Arts of the Remix: Ethnography and Rap”). The most overt instance of RZA’s hybridity is in regards to names, many of which are derived from the Gordon Liu film Shaolin and Wu-Tang (1983), in which the competing martial arts schools come together to fight a common foe. The film is the basis not only for the name of RZA’s group (Wu-Tang Clan) but also for the names of individual members (for instance, Master Killer—after the series to which the film belongs) and the group’s home base of Staten Island, New York, which they frequently refer to as “Shaolin.” The Man with the Iron Fists is another extension of this hybrid identity. Kung fu has long had meaning for African Americans particularly because these films frequently “focus narratively on either the triumph of the ‘little guy’ or ‘underdog’ or the nobility of the struggle to recognise humanity and virtue in all people, or some combination of both” (Ongiri 35). As evidence, Amy Obugo Ongiri points to films such as The 36th Chamber of Shaolin, a film about a peasant who learns martial arts at the Shaolin temple in order to avenge his family’s murder by the Manchu rulers (Ongiri 35). RZA reifies this notion in a GQ interview, where he speaks about The 36th Chamber of Shaolin specifically, noting its theme of rebellion against government oppression having relevance to his life as an African American (Pappademus, “This Movie Is Rated Wu”). RZA appropriates the humble origins of the peasant San Te (Gordon Liu), the protagonist of The 36th Chamber of Shaolin, in Thaddeus (whom RZA plays in the film), whose journey to saviour of Jungle Village begins with his being a slave in America. Indeed, one might argue that RZA’s construction of and role as Thaddeus is the ultimate realisation of the hybrid identity he has developed since becoming a popular recording artist. Just as Tarantino’s acting in his own films often reflects his identity as genre splicer and convention breaker (particularly since they are often self-referential), RZA’s portrayal of Thaddeus—as an African American, as a martial artist, and as a “conscious” human being—reflects the narrative RZA has constructed about his own life. Conclusion The same amount of play Tarantino has with conventions, particularly in characterisations and notions of heroism, is present in RZA’s Man with the Iron Fists. Both filmmakers poach from their favourite films and genres in order to create interpretations that feel both familiar and new. RZA follows Tarantino’s aesthetic of borrowing scenes directly from other films. Both filmmakers poach from films for their own devices, but in those mash-ups open up avenues for genre critique and identity formation. Tarantino is right to say that they are not solely homages, as homages honour the films in which they borrow. Tarantino and RZA do more through their poaching to stretch the boundaries of genres and films’ abilities to communicate with audiences. References “The Directors of Our Lifetime: In Their Own Words.” Empire Online. N.d. 8 May 2013 ‹http://www.empireonline.com/magazine/250/directors-of-our-lifetime/5.asp›. Booker, Keith M. Postmodern Hollywood: What’s New in Film and Why It Makes Us Feel So Strange. Westport, CT: Praeger, 2007. Downey, Ryan J. “RZA Recalls Learning from ‘The Master’ Quentin Tarantino.” MTV. 30 August 2012. 14 July 2013 ‹http://www.mtv.com/news/articles/1692872/rza-man-with-the-iron-fists-quentin-tarantino.jhtml›. Gallefent, Edward. Quentin Tarantino. London: Longman. 2005. Gross, Jason. “RZA’s Edge: The RZA’s Guide to Kung Fu Films.” Film Comment. N.d. 5 June 2013 ‹http://www.filmcomment.com/article/rzas-edge-the-rzas-guide-to-kung-fu-films›. Iyall Smith, Keri E. “Hybrid Identities: Theoretical Examinations.” Hybrid Identities: Theoretical and Empirical Examinations. Ed. Keri E. Iyall Smith and Patricia Leavy. Leiden: Brill, 2008. 3-12. Jameson, Fredric. “Postmodernism and Consumer Society.” Postmodern Culture. Ed. Hal Foster. London: Pluto, 1985. 111-125. Lashua, Brett. “The Arts of the Remix: Ethnography and Rap.” Anthropology Matters 8.2 (2006). 6 June 2013 ‹http://www.anthropologymatters.com›. “The Man with the Iron Fists – Who in the Cast Can F-U Up?” IronFistsMovie 21 Sep. 2012. YouTube. 8 May 2013 ‹http://youtu.be/bhJOQZFJfqA›. Pappademus, Alex. “This Movie Is Rated Wu.” GQ Nov. 2012. 6 June 2013 ‹http://www.gq.com/entertainment/movies-and-tv/201211/the-rza-man-with-the-iron-fists-wu-tang-clan›. Perry, Imani. Prophets of the Hood: Politics and Poetics in Hip Hop. Durham, NC: Duke UP, 2004. Potter, Russell. Spectacular Vernaculars: Hip-Hop and the Politics of Postmodernism. Albany, NY: SUNY P, 1995. “RZA Talks Sampling of Kung Fu Films for Movie & The Difference between Biting vs. Influence.” The Well Versed. 2 Nov. 2012. 5 June 2013 ‹http://thewellversed.com/2012/11/02/video-rza-talks-sampling-of-kung-fu-films-for-movie-the-difference-between-biting-vs-influence/›. Smith, Sarah. “Lip and Love: Subversive Repetition in the Pastiche Films of Tracey Moffat.” Screen 49.2 (Summer 2008): 209-215. Snedier, Jeff. “Rza Joins 'Django Unchained' Cast.” Variety 2 Nov. 2011. 14 June 2013 ‹http://variety.com/2011/film/news/rza-joins-django-unchained-cast-1118045503/›. “Spike Lee on Django Unchained: Filmmaker Calls Movie ‘Disrespectful.’” Huffington Post 24 Dec. 2012. 14 June 2013 ‹http://www.huffingtonpost.com/2012/12/23/spike-lee-django-unchained-movie-disrespectful_n_2356729.html›. Wu-Tang Clan. Enter the Wu-Tang (36 Chambers). Loud, 1993. Filmography The 36th Chamber of Shaolin. Dir. Chia-Liang Lui. Perf. Chia Hui Lui, Lieh Lo, Chia Yung Lui. Shaw Brothers, 1978. Django Unchained. Dir. Quentin Tarantino. Perf. Jamie Foxx, Leonardo DiCaprio, Christoph Waltz. Miramax, 2012. Five Deadly Venoms. Dir. Cheh Chang. Perf. Sheng Chiang, Philip Kwok, Feng Lu. Shaw Brothers, 1978. Jackie Brown. Dir. Quentin Tarantino. Perf. Pam Grier, Samuel L. Jackson, Robert Forster. Miramax, 1997. Kill Bill: Vol. 1. Dir. Quentin Tarantino. Perf. Uma Thurman, David Carradine, Darryl Hannah. Miramax, 2003. The Man with the Iron Fists. Dir. RZA. Perf. RZA, Russell Crowe, Lucy Liu. Arcade Pictures, 2012. Pulp Fiction. Dir. Quentin Tarantino. Perf. John Travolta, Uma Thurman, Samuel L. Jackson. Miramax, 1994. Shaolin and Wu-Tang. Dir. Chiu Hui Liu. Perf. Chiu Hui Liu, Adam Cheng, Li Ching.

Engagement in any capacity with mainstream media since mid-2001 has meant immersion in the cross-platform, multimedia phenomenon of Harry Potter: Muggle outcast; boy wizard; corporate franchise. Consumers even casually perusing contemporary popular culture could be forgiven for suspecting they have entered a MÃbius loop in which Harry Potter-related media products and merchandise are ubiquitous: books; magazine cover stories; newspaper articles; websites; television specials; hastily assembled author biographies; advertisements on broadcast and pay television; children's merchandising; and theme park attractions. Each of these media commodities has been anchored in and cross-promoted by America Online-Time Warner's (AOL-TW) first instalment in a projected seven-film sequence—Harry Potter and the Philosopher's Stone.1 The marketing campaign has gradually escalated in the three years elapsing between AOL-TW subsidiary Warner Bros' purchase from J.K. Rowling of the film and merchandising rights to the first two Harry Potter books, and the November 2001 world premiere of the film (Sherber 55). As current AOL-TW CEO Richard Parsons accurately forecast, "You're not going to be able to go anywhere without knowing about it. This could be a bigger franchise than Star Wars" (Auletta 50). Yet, AOL-TW's promotional strategy did not limit itself to creating mere awareness of the film's release. Rather, its tactic was to create an all-encompassing environment structured around the immense value of the Harry Potter brand—a "brand cocoon" which consumers do not so much enter and exit as choose to exist within (Klein 2002). In twenty-first-century mass marketing, the art is to target affluent consumers willing to direct their informational, entertainment, and consumption practices increasingly within the "walled garden" of a single conglomerate's content offerings (Auletta 55). Such an idealised modern consumer avidly samples the diversified product range of the parent conglomerate, but does so specifically by consuming multiple products derived from essentially the same content reservoir. Provided a match between consumer desire and brand can be achieved with sufficient accuracy and demographic breadth, the commercial returns are obvious: branded consumers pay multiple times for only marginally differentiated products. The Brand-Conglomerate Nexus Recyclable content has always been embraced by media industries, as cultural commodities such as early films of stage variety acts, Hollywood studio-era literary adaptations, and movie soundtrack LPs attest. For much of the twentieth century, the governing dynamic of content recycling was sequential, in that a content package (be it a novel, stage production or film) would succeed in its home medium and then, depending upon its success and potential for translation across formats, could be repackaged in a subsequent medium. Successful content repackaging may re-energise demand for earlier formatting of the same content (as film adaptations of literary bestsellers reliably increase sales of the originating novel). Yet the cultural industries providing risk capital to back content repackaging formerly required solid evidence that content had achieved immense success in its first medium before contemplating reformulations into new media. The cultural industries radically restructured in the last decades of the twentieth century to produce the multi-format phenomenon of which Harry Potter is the current apotheosis: multiple product lines in numerous corporate divisions are promoted simultaneously, the synchronicity of product release being crucial to the success of the franchise as a whole. The release of individual products may be staggered, but the goal is for products to be available simultaneously so that they work in aggregate to drive consumer awareness of the umbrella brand. Such streaming of content across parallel media formats is in many ways the logical culmination of broader late-twentieth-century developments. Digital technology has functionally integrated what were once discrete media operating platforms, and major media conglomerates have acquired subsidiaries in virtually all media formats on a global scale. Nevertheless, it remains true that the commercial risks inherent in producing, distributing and promoting a cross-format media phenomenon are vastly greater than the formerly dominant sequential approach, massively escalating financial losses should the elusive consumer-brand fit fail to materialise. A key to media corporations' seemingly quixotic willingness to expose themselves to such risk is perhaps best provided by Michael Harkavy, Warner Bros' vice-president of worldwide licensing, in his comments on Warner Music Group's soundtrack for the first Harry Potter film: It will be music for the child in us all, something we hope to take around the world that will take us to the next level of synergy between consumer products, the [AOL-TW cable channel] Cartoon Network, our music, film, and home video groups—building a longtime franchise for Harry as a team effort. (Traiman 51) The relationship between AOL-TW and the superbrand Harry Potter is essentially symbiotic. AOL-TW, as the world's largest media conglomerate, has the resources to exploit fully economies of scale in production and distribution of products in the vast Harry Potter franchise. Similarly, AOL-TW is pre-eminently placed to exploit the economies of scope afforded by its substantial holdings in every form of content delivery, allowing cross-subsidisation of the various divisions and, crucially, cross-promotion of the Harry Potter brand in an endless web of corporate self-referentiality. Yet it is less frequently acknowledged that AOL-TW needs the Harry Potter brand as much as the global commercialisation of Harry Potter requires AOL-TW. The conglomerate seeks a commercially protean megabrand capable of streaming across all its media formats to drive operating synergies between what have historically been distinct commercial divisions ("Welcome"; Pulley; Auletta 55). In light of AOL-TW's record US$54.2b losses in the first quarter of 2002, the long-term viability of the Harry Potter franchise is, if anything, still more crucial to the conglomerate's health than was envisaged at the time of its dot.com-fuelled January 2000 merger (Goldberg 23; "AOL" 35). AOL-TW's Richard Parsons conceptualises Harry Potter specifically as an asset "driving synergy both ways", neatly encapsulating the symbiotic interdependence between AOL-TW and its star franchise: "we use the different platforms to drive the movie, and the movie to drive business across the platforms" ("Harry Potter" 61). Characteristics of the Harry Potter Brand AOL-TW's enthusiasm to mesh its corporate identity with the Harry Potter brand stems in the first instance from demonstrated consumer loyalty to the Harry Potter character: J.K. Rowling's four books have sold in excess of 100m copies in 47 countries and have been translated into 47 languages.2 In addition, the brand has shown a promising tendency towards demographic bracket-creep, attracting loyal adult readers in sufficient numbers to prompt UK publisher Bloomsbury to diversify into adult-targeted editions. As alluring for AOL-TW as this synchronic brand growth is, the real goldmine inheres in the brand's potential for diachronic growth. From her first outlines of the concept, Rowling conceived of the Potter story as a seven-part series, which from a marketing perspective ensures the broadscale re-promotion of the Harry Potter brand on an almost annual basis throughout the current decade. This moreover assists re-release of the first film on an approximately five-year basis to new audiences previously too young to fall within its demographic catchment—the exact strategy of "classic" rebranding which has underwritten rival studio Disney's fortunes.3 Complementing this brand extension is the potential to grow child consumers through the brand as Harry Potter sequels are produced. Harry Potter and the Philosopher's Stone director Chris Columbus spruiks enthusiastically that "the beauty of making these books into films is that with each one, Harry is a year older, so [child actor] Daniel [Radcliffe] can remain Harry as long as we keep making them" (Manelis 111). Such comments suggest the benefits of luring child consumers through the brand as they mature, harnessing their intense loyalty to the child cast and, through the cast, to the brand itself. The over-riding need to be everything to everyone—exciting to new consumers entering the brand for the first time, comfortingly familiar to already seasoned consumers returning for a repeat hit—helps explain the retro-futuristic feel of the first film's production design. Part 1950s suburban Hitchcock, Part Dickensian London, part Cluny-tapestry medievalism, part public school high-Victorianism, Harry Potter and the Philosopher's Stone strives for a commercially serviceable timelessness, in so doing reinforcing just how very twenty-first-century its conception actually is. In franchise terms, this conscious drive towards retro-futurism fuels Harry Potter's "toyetic potential" (Siegel, "Toys" 19). The ease with which the books' complex plots and mise-en-scene lend themselves to subsidiary rights sales and licensed merchandising in part explains Harry Potter's appeal to commercial media. AOL-TW executives in their public comments have consistently stayed on-message in emphasising "magic" as the brand's key aspirational characteristic, and certainly scenes such as the arrival at Hogwarts, the Quidditch match, the hatching of Hagrid's dragon and the final hunt through the school's dungeons serve as brilliant advertisements for AOL-TW's visual effects divisions. Yet the film exploits many of these "magic" scenes to introduce key tropes of its merchandising programme—Bertie Bott's Every Flavour Beans, chocolate frogs, Hogwarts house colours, the sorting hat, Scabbers the rat, Hedwig, the Remembrall—such that it resembles a series of home shopping advertisements with unusually high production values. It is this railroading of the film's narrative into opportunities for consumerist display which leads film critic Cynthia Fuchs to dub the Diagon Alley shopping scene "the film's cagiest moment, at once a familiar activity for school kid viewers and an apt metaphor for what this movie is all about—consumption, of everything in sight." More telling than the normalising of shopping as filmic activity in Harry Potter and the Philosopher's Stone is the eclipse of the book's checks on commodity fetishism: its very British sensitivity to class snubs for the large and impecunious Weasley family; the puzzled contempt Hogwarts initiates display for Muggle money; the gentle ribbing at children's obsession with branded sports goods. The casual browser in the Warner Bros store confronted with a plastic, light-up version of the Nimbus 2000 Quidditch broomstick understands that even the most avid authorial commitment to delimiting spin-off merchandise can try the media conglomerate's hand only so far. Constructing the Harry Potter Franchise The film Harry Potter and the Philosopher's Stone constitutes the indispensable brand anchor for AOL-TW's intricate publicity and sales strategy around Harry Potter. Because content recycling within global media conglomerates is increasingly lead by film studio divisions, the opening weekend box office taking for a brand-anchoring film is crucial to the success of the broader franchise and, by extension, to the corporation as a whole. Critic Thomas Schatz's observation that the film's opening serves as "the "launch site" for its franchise development, establishing its value in all other media markets" (83) highlights the precariousness of such multi-party financial investment all hinging upon first weekend takings. The fact that Harry Potter and the Philosopher's Stone broke (then standing) box office records with its 16 November 2001 three-day weekend openings in the US and the UK, garnering US$93.2m and GBP16m respectively, constituted the crucial first stage in AOL-TW's brand strategy (Collins 9; Fierman and Jensen 26). But it formed only an initial phase, as subsequent content recycling and cross-promotion was then structured to radiate outwards from this commercial epicentre. Three categories of recycled AOL-TW Harry Potter content are discernible, although they are frequently overlapping and not necessarily sequential. The first category, most closely tied to the film itself, are instances of reused digital content, specifically in the advance publicity trailer viewable on the official website, and downloads of movie clips, film stills and music samples from the film and its soundtrack.4 Secondly, at one remove from the film itself, is AOL-TW's licensing of film "characters, names and related indicia" to secondary manufacturers, creating tie-in merchandise designed to cross-promote the Harry Potter brand and stoke consumer investment (both emotional and financial) in the phenomenon.5 This campaign phase was itself tactically designed with two waves of merchandising release: a September 2000 launch of book-related merchandise (with no use of film-related Harry Potter indicia permitted); and a second, better selling February 2001 release of ancillary products sporting Harry Potter film logos and visual branding which coincided with and reinforced the marketing push specifically around the film's forthcoming release (Sherber 55; Siegel, "From Hype" 24; Lyman and Barnes C1; Martin 5). Finally, and most crucial to the long-term strategy of the parent conglomerate, Harry Potter branding was used to drive consumer take up of AOL-TW products not generally associated with the Harry Potter brand, as a means of luring consumers out of their established technological or informational comfort zones. Hence, the official Harry Potter website is laced with far from accidental offers to trial Internet service provider AOL; TimeWarner magazines Entertainment Weekly, People, and Time ran extensive taster stories about the film and its loyal fan culture (Jensen 56-57; Fierman and Jensen 26-28; "Magic Kingdom" 132-36; Corliss 136; Dickinson 115); AOL-TW's Moviefone bookings service advertised pre-release Harry Potter tickets on its website; and Warner Bros Movie World theme park on the Gold Coast in Australia heavily promoted its Harry Potter Movie Magic Experience. Investment in a content brand on the scale of AOL-TW's outlay of US$1.4m for Harry Potter must not only drive substantial business across every platform of the converged media conglomerate by providing premium content (Grover 66). It must, crucially for the long run, also drive take up and on-going subscriptions to the delivery services owned by the parent corporation. Energising such all-encompassing strategising is the corporate nirvana of seamless synergy: between content and distribution; between the Harry Potter and AOL-TW brands; between conglomerate and consumer. Notes 1. The film, like the first of J.K. Rowling's books, is titled Harry Potter and the Sorcerer's Stone in the "metaphysics-averse" US ("Harry Potter" 61). 2. Publishing statistics sourced from Horn and Jones (59), Manelis (110) and Bloomsbury Publishing's Harry Potter website: http://www.bloomsburymagazine.com/harryp.... 3. Interestingly, Disney tangentially acknowledged the extent to which AOL-TW has appropriated Disney's own content recycling strategies. In a film trailer for the Pixar/Disney animated collaboration Monsters, Inc. which screened in Australia and the US before Harry Potter sessions, two monsters play a game of charades to which the answer is transparently "Harry Potter." In the way of such homages from one media giant to another, it nevertheless subtly directs the audience to the Disney product screening in an adjacent cinema. 4. The official Harry Potter film website is http://harrypotter.warnerbros.com. The official site for the soundtrack to Harry Potter and the Philosopher's/Sorcerer's Stone is: http://www.harrypottersoundtrack.com. 5. J.K. Rowling." A page and a half of non-negotiable "Harry Potter Terms of Use" further spells out prohibitions on use or modification of site content without the explicit (and unlikely) consent of AOL-TW (refer: http://harrypotter.warnerbros.com/cmp/te...). References "AOL losses 'sort of a deep disappointment'." Weekend Australian 18-19 May 2002: 35. Auletta, Ken. "Leviathan." New Yorker 29 Oct. 2001: 50-56, 58-61. Collins, Luke. "Harry Potter's Magical $178m Opening." Australian Financial Review 20 Nov. 2001: 9. Corliss, Richard. "Wizardry without Magic." Time 19 Nov. 2001: 136. Dickinson, Amy. "Why Movies make Readers." Time 10 Dec. 2001: 115. Fierman, Daniel, and Jeff Jensen. "Potter of Gold: J.K. Rowling's Beloved Wiz Kid hits Screensand Breaks Records." Entertainment Weekly 30 Nov. 2001: 26-28. Fuchs, Cynthia. "The Harry Hype." PopPolitics.com 19 Nov. 2001: n.pag. Online. Internet. 8 Mar. 2002. Available <http://www.poppolitics.com/articles/2001-11-19-harry.shtml>. Goldberg, Andy. "Time Will Tell." Sydney Morning Herald 27-28 Apr. 2002: 23. Grover, Ronald. "Harry Potter and the Marketer's Millstone." Business Week 15 Oct. 2001: 66. Harry Potter and the Philosopher's Stone. Dir. Chris Columbus. Screenplay by Steve Kloves. Warner Bros, 2001. "Harry Potter and the Synergy Test." Economist 10 Nov. 2001: 61-62. Herman, Edward S., and Robert W. McChesney. The Global Media: The New Missionaries of Corporate Capitalism. London: Cassell, 1997. Horn, John, and Malcolm Jones. "The Bubble with Harry." The Bulletin/Newsweek 13 Nov. 2001: 58-59. Jensen, Jeff. "Holiday Movie Preview: Potter's Field." Entertainment Weekly 16 Nov. 2001: 56-57. Klein, Naomi. "Naomi KleinNo Logo." The Media Report. ABC Radio National webtranscript. Broadcast in Sydney, 17 Jan. 2002. Online. Internet. 19 Feb. 2002. Available <http://www.abc.net.au/rn/talks/8:30/mediarpt/stories/s445871.htm>. Lyman, Rick, and Julian E. Barnes. "The Toy War for Holiday Movies is a Battle Among 3 Heavyweights." New York Times 12 Nov. 2001: C1. "Magic Kingdom." People Weekly 14 Jan. 2002: 132-36. Manelis, Michele. "Potter Gold." Bulletin 27 Nov. 2001: 110-11. Martin, Peter. "Rowling Stock." Weekend Australian 24-25 Nov. 2001: Review, 1, 4-5. Pulley, Brett. "Morning After." Forbes 7 Feb. 2000: 54-56. Rowling, J.K. Harry Potter and the Philosopher's Stone. London: Bloomsbury, 1997. Schatz, Thomas. "The Return of the Hollywood Studio System." Conglomerates and the Media. Erik Barnouw et al. New York: New Press, 1997. 73-106. Sherber, Anne. "Licensing 2000 Showcases Harry Potter, Rudolph for Kids." Billboard 8 Jul. 2000: 55. Siegel, Seth M. "Toys & Movies: Always? Never? Sometimes!" Brandweek 12 Feb. 2001: 19. ---. "From Hype to Hope." Brandweek 11 Jun. 2001: 24. Traiman, Steve. "Harry Potter, Powerpuff Girls on A-list at Licensing 2000." Billboard 1 Jul. 2000: 51, 53. "Welcome to the 21st Century." Business Week 24 Jan. 2000: 32-34, 36-38. Links http://www.bloomsburymagazine.com/harrypotter/muggles http://www.harrypottersoundtrack.com http://harrypotter.warnerbros.com http://www.poppolitics.com/articles/2001-11-19-harry.shtml http://www.abc.net.au/rn/talks/8:30/mediarpt/stories/s445871.htm http://harrypotter.warnerbros.com/cmp/terms.html Citation reference for this article MLA Style Murray, Simone. "Harry Potter, Inc." M/C: A Journal of Media and Culture 5.4 (2002). [your date of access] < http://www.media-culture.org.au/mc/0208/recycling.php>. Chicago Style Murray, Simone, "Harry Potter, Inc." M/C: A Journal of Media and Culture 5, no. 4 (2002), < http://www.media-culture.org.au/mc/0208/recycling.php> ([your date of access]). APA Style Murray, Simone. (2002) Harry Potter, Inc.. M/C: A Journal of Media and Culture 5(4). < http://www.media-culture.org.au/mc/0208/recycling.php> ([your date of access]).

'He did what the cipher could not, he rescued himself.' -- Alfred Bester, The Stars My Destination (23) On many levels, the new Nine Inch Nails album The Fragile is a gritty meditation about different types of End: the eternal relationship cycle of 'fragility, tension, ordeal, fragmentation' (adapted, with apologies to Wilhelm Reich); fin-de-siècle anxiety; post-millennium foreboding; a spectre of the alien discontinuity that heralds an on-rushing future vastly different from the one envisaged by Enlightenment Project architects. In retrospect, it's easy for this perspective to be dismissed as jargon-filled cyber-crit hyperbole. Cyber-crit has always been at its best too when it invents pre-histories and finds hidden connections between different phenomena (like the work of Greil Marcus and early Mark Dery), and not when it is closer to Chinese Water Torture, name-checking the canon's icons (the 'Deleuze/Guattari' tag-team), texts and key terms. "The organization of sound is interpreted historically, politically, socially ... . It subdues music's ambition, reins it in, restores it to its proper place, reconciles it to its naturally belated fate", comments imagineer Kodwo Eshun (4) on how cyber-crit destroys albums and the innocence of the listening experience. This is how official histories are constructed a priori and freeze-dried according to personal tastes and prior memes: sometimes the most interesting experiments are Darwinian dead-ends that fail to make the canon, or don't register on the radar. Anyone approaching The Fragile must also contend with the music industry's harsh realities. For every 10 000 Goth fans who moshed to the primal 'kill-fuck-dance' rhythms of the hit single "Closer" (heeding its siren-call to fulfil basic physiological needs and build niche-space), maybe 20 noted that the same riff returned with a darker edge in the title track to The Downward Spiral, undermining the glorification of Indulgent hedonism. "The problem with such alternative audiences," notes Disinformation Creative Director Richard Metzger, "is that they are trying to be different -- just like everyone else." According to author Don Webb, "some mature Chaos and Black Magicians reject their earlier Nine Inch Nails-inspired Goth beginnings and are extremely critical towards new adopters because they are uncomfortable with the subculture's growing popularity, which threatens to taint their meticulously constructed 'mysterious' worlds. But by doing so, they are also rejecting their symbolic imprinting and some powerful Keys to unlocking their personal history." It is also difficult to separate Nine Inch Nails from the commercialisation and colossal money-making machine that inevitably ensued on the MTV tour circuit: do we blame Michael Trent Reznor because most of his audience are unlikely to be familiar with 'first-wave' industrial bands including Cabaret Voltaire and the experiments of Genesis P. Orridge in Throbbing Gristle? Do we accuse Reznor of being a plagiarist just because he wears some of his influences -- Dr. Dre, Daft Punk, Atari Teenage Riot, Pink Floyd's The Wall (1979), Tom Waits's Bone Machine (1992), David Bowie's Low (1977) -- on his sleeve? And do we accept no-brain rock critic album reviews who quote lines like 'All the pieces didn't fit/Though I really didn't give a shit' ("Where Is Everybody?") or 'And when I suck you off/Not a drop will go to waste' ("Starfuckers Inc") as representative of his true personality? Reznor evidently has his own thoughts on this subject, but we should let the music speak for itself. The album's epic production and technical complexity turned into a post-modern studio Vision Quest, assisted by producer Alan Moulder, eleventh-hour saviour Bob Ezrin (brought in by Reznor to 'block-out' conceptual and sonic continuity), and a group of assault-technicians. The fruit of these collaborations is an album where Reznor is playing with our organism's time-binding sense, modulating strange emotions through deeply embedded tonal angularities. During his five-year absence, Trent Reznor fought diverse forms of repetitious trauma, from endogenous depression caused by endless touring to the death of his beloved grandmother (who raised him throughout childhood). An end signals a new beginning, a spiral is an open-ended and ever-shifting structure, and so Reznor sought to re-discover the Elder Gods within, a shamanic approach to renewal and secular salvation utilised most effectively by music PR luminary and scientist Howard Bloom. Concerned with healing the human animal through Ordeals that hard-wire the physiological baselines of Love, Hate and Fear, Reznor also focusses on what happens when 'meaning-making' collapses and hope for the future cannot easily be found. He accurately captures the confusion that such dissolution of meaning and decline of social institutions brings to the world -- Francis Fukuyama calls this bifurcation 'The Great Disruption'. For a generation who experienced their late childhood and early adolescence in Reagan's America, Reznor and his influences (Marilyn Manson and Filter) capture the Dark Side of recent history, unleashed at Altamont and mutating into the Apocalyptic style of American politics (evident in the 'Star Wars'/SDI fascination). The personal 'psychotic core' that was crystallised by the collapse of the nuclear family unit and supportive social institutions has returned to haunt us with dystopian fantasies that are played out across Internet streaming media and visceral MTV film-clips. That such cathartic releases are useful -- and even necessary (to those whose lives have been formed by socio-economic 'life conditions') is a point that escapes critics like Roger Scruton, some Christian Evangelists and the New Right. The 'escapist' quality of early 1980s 'Rapture' and 'Cosmocide' (Hal Lindsey) prophecies has yielded strange fruit for the Children of Ezekiel, whom Reznor and Marilyn Manson are unofficial spokes-persons for. From a macro perspective, Reznor's post-human evolutionary nexus lies, like J.G. Ballard's tales, in a mythical near-future built upon past memory-shards. It is the kind of worldview that fuses organic and morphogenetic structures with industrial machines run amok, thus The Fragile is an artefact that captures the subjective contents of the different mind produced by different times. Sonic events are in-synch but out of phase. Samples subtly trigger and then scramble kinaesthetic-visceral and kinaesthetic-tactile memories, suggestive of dissociated affective states or body memories that are incapable of being retrieved (van der Kolk 294). Perhaps this is why after a Century of Identity Confusion some fans find it impossible to listen to a 102-minute album in one sitting. No wonder then that the double album is divided into 'left' and 'right' discs (a reference to split-brain research?). The real-time track-by-track interpretation below is necessarily subjective, and is intended to serve as a provisional listener's guide to the aural ur-text of 1999. The Fragile is full of encrypted tones and garbled frequencies that capture a world where the future is always bleeding into a non-recoverable past. Turbulent wave-forms fight for the listener's attention with prolonged static lulls. This does not make for comfortable or even 'nice' listening. The music's mind is a snapshot, a critical indicator, of the deep structures brewing within the Weltanschauung that could erupt at any moment. "Somewhat Damaged" opens the album's 'Left' disc with an oscillating acoustic strum that anchor's the listener's attention. Offset by pulsing beats and mallet percussion, Reznor builds up sound layers that contrast with lyrical epitaphs like 'Everything that swore it wouldn't change is different now'. Icarus iconography is invoked, but perhaps a more fitting mythopoeic symbol of the journey that lies ahead would be Nietzsche's pursuit of his Ariadne through the labyrinth of life, during which the hero is steadily consumed by his numbing psychosis. Reznor fittingly comments: 'Didn't quite/Fell Apart/Where were you?' If we consider that Reznor has been repeating the same cycle with different variations throughout all of his music to date, retro-fitting each new album into a seamless tapestry, then this track signals that he has begun to finally climb out of self-imposed exile in the Underworld. "The Day the World Went Away" has a tremendously eerie opening, with plucked mandolin effects entering at 0:40. The main slashing guitar riff was interpreted by some critics as Reznor's attempt to parody himself. For some reason, the eerie backdrop and fragmented acoustic guitar strums recalls to my mind civil defence nuclear war films. Reznor, like William S. Burroughs, has some powerful obsessions. The track builds up in intensity, with a 'Chorus of the Damned' singing 'na na nah' over apocalyptic end-times imagery. At 4:22 the track ends with an echo that loops and repeats. "The Frail" signals a shift to mournful introspectiveness with piano: a soundtrack to faded 8 mm films and dying memories. The piano builds up slowly with background echo, holds and segues into ... "The Wretched", beginning with a savage downbeat that recalls earlier material from Pretty Hate Machine. 'The Far Aways/Forget It' intones Reznor -- it's becoming clear that despite some claims to the contrary, there is redemption in this album, but it is one borne out of a relentless move forward, a strive-drive. 'You're finally free/You could be' suggest Reznor studied Existentialism during his psychotherapy visits. This song contains perhaps the ultimate post-relationship line: 'It didn't turn out the way you wanted it to, did it?' It's over, just not the way you wanted; you can always leave the partner you're with, but the ones you have already left will always stain your memories. The lines 'Back at the beginning/Sinking/Spinning' recall the claustrophobic trapped world and 'eternal Now' dislocation of Post-Traumatic Stress Disorder victims. At 3:44 a plucked cello riff, filtered, segues into a sludge buzz-saw guitar solo. At 5:18 the cello riff loops and repeats. "We're in This Together Now" uses static as percussion, highlighting the influence of electricity flows instead of traditional rock instrument configurations. At 0:34 vocals enter, at 1:15 Reznor wails 'I'm impossible', showing he is the heir to Roger Waters's self-reflective rock-star angst. 'Until the very end of me, until the very end of you' reverts the traditional marriage vow, whilst 'You're the Queen and I'm the King' quotes David Bowie's "Heroes". Unlike earlier tracks like "Reptile", this track is far more positive about relationships, which have previously resembled toxic-dyads. Reznor signals a delta surge (breaking through barriers at any cost), despite a time-line morphing between present-past-future. At 5:30 synths and piano signal a shift, at 5:49 the outgoing piano riff begins. The film-clip is filled with redemptive water imagery. The soundtrack gradually gets more murky and at 7:05 a subterranean note signals closure. "The Fragile" is even more hopeful and life-affirming (some may even interpret it as devotional), but this love -- representative of the End-Times, alludes to the 'Glamour of Evil' (Nico) in the line 'Fragile/She doesn't see her beauty'. The fusion of synths and atonal guitars beginning at 2:13 summons forth film-clip imagery -- mazes, pageants, bald eagles, found sounds, cloaked figures, ruined statues, enveloping darkness. "Just like You Imagined" opens with Soundscapes worthy of Robert Fripp, doubled by piano and guitar at 0:39. Drums and muffled voices enter at 0:54 -- are we seeing a pattern to Reznor's writing here? Sonic debris guitar enters at 1:08, bringing forth intensities from white noise. This track is full of subtle joys like the 1:23-1:36 solo by David Bowie pianist Mike Garson and guitarist Adrian Belew's outgoing guitar solo at 2:43, shifting back to the underlying soundscapes at 3:07. The sounds are always on the dissipative edge of chaos. "Just like You Imagined" opens with Soundscapes worthy of Robert Fripp, doubled by piano and guitar at 0:39. Drums and muffled voices enter at 0:54 -- are we seeing a pattern to Reznor's writing here? Sonic debris guitar enters at 1:08, bringing forth intensities from white noise. This track is full of subtle joys like the 1:23-1:36 solo by David Bowie pianist Mike Garson and guitarist Adrian Belew's outgoing guitar solo at 2:43, shifting back to the underlying soundscapes at 3:07. The sounds are always on the dissipative edge of chaos. "Pilgrimage" utilises a persistent ostinato and beat, with a driving guitar overlay at 0:18. This is perhaps the most familiar track, using Reznor motifs like the doubling of the riff with acoustic guitars between 1:12-1:20, march cries, and pitch-shift effects on a 3:18 drumbeat/cymbal. Or at least I could claim it was familiar, if it were not that legendary hip-hop producer and 'edge-of-panic' tactilist Dr. Dre helped assemble the final track mix. "No, You Don't" has been interpreted as an attack on Marilyn Manson and Hole's Courntey Love, particularly the 0:47 line 'Got to keep it all on the outside/Because everything is dead on the inside' and the 2:33 final verse 'Just so you know, I did not believe you could sink so low'. The song's structure is familiar: a basic beat at 0:16, guitars building from 0:31 to sneering vocals, a 2:03 counter-riff that merges at 2:19 with vocals and ascending to the final verse and 3:26 final distortion... "La Mer" is the first major surprise, a beautiful and sweeping fusion of piano, keyboard and cello, reminiscent of Symbolist composer Debussy. At 1:07 Denise Milfort whispers, setting the stage for sometime Ministry drummer Bill Reiflin's jazz drumming at 1:22, and a funky 1:32 guitar/bass line. The pulsing synth guitar at 2:04 serves as anchoring percussion for a cinematic electronica mindscape, filtered through new layers of sonic chiaroscuro at 2:51. 3:06 phase shifting, 3:22 layer doubling, 3:37 outgoing solo, 3:50-3:54 more swirling vocal fragments, seguing into a fading cello quartet as shadows creep. David Carson's moody film-clip captures the end more ominously, depicting the beauty of drowning. This track contains the line 'Nothing can stop me now', which appears to be Reznor's personal mantra. This track rivals 'Hurt' and 'A Warm Place' from The Downward Spiral and 'Something I Can Never Have' from Pretty Hate Machine as perhaps the most emotionally revealing and delicate material that Reznor has written. "The Great Below" ends the first disc with more multi-layered textures fusing nostalgia and reverie: a twelve-second cello riff is counter-pointed by a plucked overlay, which builds to a 0:43 washed pulse effect, transformed by six second pulses between 1:04-1:19 and a further effects layer at 1:24. E-bow effects underscore lyrics like 'Currents have their say' (2:33) and 'Washes me away' (2:44), which a 3:33 sitar riff answers. These complexities are further transmuted by seemingly random events -- a 4:06 doubling of the sitar riff which 'glitches' and a 4:32 backbeat echo that drifts for four bars. While Reznor's lyrics suggest that he is unable to control subjective time-states (like The Joker in the Batman: Dark Knight series of Kali-yuga comic-books), the track constructions show that the Key to his hold over the listener is very carefully constructed songs whose spaces resemble Pythagorean mathematical formulas. Misdirecting the audience is the secret of many magicians. "The Way Out Is Through" opens the 'Right' disc with an industrial riff that builds at 0:19 to click-track and rhythm, the equivalent of a weaving spiral. Whispering 'All I've undergone/I will keep on' at 1:24, Reznor is backed at 1:38 by synths and drums coalescing into guitars, which take shape at 1:46 and turn into a torrential electrical current. The models are clearly natural morphogenetic structures. The track twists through inner storms and torments from 2:42 to 2:48, mirrored by vocal shards at 2:59 and soundscapes at 3:45, before piano fades in and out at 4:12. The title references peri-natal theories of development (particularly those of Stanislav Grof), which is the source of much of the album's imagery. "Into the Void" is not the Black Sabbath song of the same name, but a catchy track that uses the same unfolding formula (opening static, cello at 0:18, guitars at 0:31, drums and backbeat at 1:02, trademark industrial vocals and synth at 1:02, verse at 1:23), and would not appear out of place in a Survival Research Laboratories exhibition. At 3:42 Reznor plays with the edge of synth soundscapes, merging vocals at 4:02 and ending the track nicely at 4:44 alone. "Where Is Everybody?" emulates earlier structures, but relies from 2:01 on whirring effects and organic rhythms, including a flurry of eight beat pulses between 2:40-2:46 and a 3:33 spiralling guitar solo. The 4:26 guitar solo is pure Adrian Belew, and is suddenly ended by spluttering static and white noise at 5:13. "The Mark Has Been Made" signals another downshift into introspectiveness with 0:32 ghostly synth shimmers, echoed by cello at 1:04 which is the doubled at 1:55 by guitar. At 2:08 industrial riffs suddenly build up, weaving between 3:28 distorted guitars and the return of the repressed original layer at 4:16. The surprise is a mystery 32 second soundscape at the end with Reznor crooning 'I'm getting closer, all the time' like a zombie devil Elvis. "Please" highlights spacious noise at 0:48, and signals a central album motif at 1:04 with the line 'Time starts slowing down/Sink until I drown'. The psychic mood of the album shifts with the discovery of Imagination as a liberating force against oppression. The synth sound again is remarkably organic for an industrial album. "Starfuckers Inc" is the now infamous sneering attack on rock-stardom, perhaps at Marilyn Manson (at 3:08 Reznor quotes Carly Simon's 'You're So Vain'). Jungle beats and pulsing synths open the track, which features the sound-sculpting talent of Pop Will Eat Itself member Clint Mansell. Beginning at 0:26, Reznor's vocals appear to have been sampled, looped and cut up (apologies to Brion Gysin and William S. Burroughs). The lines 'I have arrived and this time you should believe the hype/I listened to everyone now I know everyone was right' is a very savage and funny exposure of Manson's constant references to Friedrich Nietzsche's Herd-mentality: the Herd needs a bogey-man to whip it into submission, and Manson comes dangerous close to fulfilling this potential, thus becoming trapped by a 'Stacked Deck' paradox. The 4:08 lyric line 'Now I belong I'm one of the Chosen Ones/Now I belong I'm one of the Beautiful Ones' highlights the problem of being Elect and becoming intertwined with institutionalised group-think. The album version ditches the closing sample of Gene Simmons screaming "Thankyou and goodnight!" to an enraptured audience on the single from KISS Alive (1975), which was appropriately over-the-top (the alternate quiet version is worth hearing also). "The danger Marilyn Manson faces", notes Don Webb (current High Priest of the Temple of Set), "is that he may end up in twenty years time on the 'Tonight Show' safely singing our favourite songs like a Goth Frank Sinatra, and will have gradually lost his antinomian power. It's much harder to maintain the enigmatic aura of an Evil villain than it is to play the clown with society". Reznor's superior musicianship and sense of irony should keep him from falling into the same trap. "Complication" juggernauts in at 0:57 with screaming vocals and a barrage of white noise at 1:56. It's clear by now that Reznor has read his psychological operations (PSYOP) manuals pertaining to blasting the hell out of his audiences' psyche by any means necessary. Computer blip noise and black light flotation tank memories. Dislocating pauses and time-bends. The aural equivalent of Klein bottles. "Complication" juggernauts in at 0:57 with screaming vocals and a barrage of white noise at 1:56. It's clear by now that Reznor has read his psychological operations (PSYOP) manuals pertaining to blasting the hell out of his audiences' psyche by any means necessary. Computer blip noise and black light flotation tank memories. Dislocating pauses and time-bends. The aural equivalent of Klein bottles. "The Big Come Down" begins with a four-second synth/static intro that is smashed apart by a hard beat at 0:05 and kaleidoscope guitars at 0:16. Critics refer to the song's lyrics in an attempt to project a narcissistic Reznor personality, but don't comment on stylistic tweaks like the AM radio influenced backing vocals at 1:02 and 1:19, or the use of guitars as a percussion layer at 1:51. A further intriguing element is the return of the fly samples at 2:38, an effect heard on previous releases and a possible post-human sub-text. The alien mythos will eventually reign over the banal and empty human. At 3:07 the synths return with static, a further overlay adds more synths at 3:45 as the track spirals to its peak, before dissipating at 3:1 in a mesh of percussion and guitars. "Underneath It All" opens with a riff that signals we have reached the album's climatic turning point, with the recurring theme of fragmenting body-memories returning at 0:23 with the line 'All I can do/I can still feel you', and being echoed by pulsing static at 0:42 as electric percussion. A 'Messiah Complex' appears at 1:34 with the line 'Crucify/After all I've died/After all I've tried/You are still inside', or at least it appears to be that on the surface. This is the kind of line that typical rock critics will quote, but a careful re-reading suggests that Reznor is pointing to the painful nature of remanifesting. Our past shapes us more than we would like to admit particularly our first relationships. "Ripe (With Decay)" is the album's final statement, a complex weaving of passages over a repetitive mesh of guitars, pulsing echoes, back-beats, soundscapes, and a powerful Mike Garson piano solo (2:26). Earlier motifs including fly samples (3:00), mournful funeral violas (3:36) and slowing time effects (4:28) recur throughout the track. Having finally reached the psychotic core, Reznor is not content to let us rest, mixing funk bass riffs (4:46), vocal snatches (5:23) and oscillating guitars (5:39) that drag the listener forever onwards towards the edge of the abyss (5:58). The final sequence begins at 6:22, loses fidelity at 6:28, and ends abruptly at 6:35. At millennium's end there is a common-held perception that the world is in an irreversible state of decay, and that Culture is just a wafer-thin veneer over anarchy. Music like The Fragile suggests that we are still trying to assimilate into popular culture the 'war-on-Self' worldviews unleashed by the nineteenth-century 'Masters of Suspicion' (Charles Darwin, Sigmund Freud, Friedrich Nietzsche). This 'assimilation gap' is evident in industrial music, which in the late 1970s was struggling to capture the mood of the Industrial Revolution and Charles Dickens, so the genre is ripe for further exploration of the scarred psyche. What the self-appointed moral guardians of the Herd fail to appreciate is that as the imprint baseline rises (reflective of socio-political realities), the kind of imagery prevalent throughout The Fragile and in films like Strange Days (1995), The Matrix (1999) and eXistenZ (1999) is going to get even darker. The solution is not censorship or repression in the name of pleasing an all-saving surrogate god-figure. No, these things have to be faced and embraced somehow. Such a process can only occur if there is space within for the Sadeian aesthetic that Nine Inch Nails embodies, and not a denial of Dark Eros. "We need a second Renaissance", notes Don Webb, "a rejuvenation of Culture on a significant scale". In other words, a global culture-shift of quantum (aeon or epoch-changing) proportions. The tools required will probably not come just from the over-wordy criticism of Cyber-culture and Cultural Studies or the logical-negative feeding frenzy of most Music Journalism. They will come from a dynamic synthesis of disciplines striving toward a unity of knowledge -- what socio-biologist Edward O. Wilson has described as 'Consilience'. Liberating tools and ideas will be conveyed to a wider public audience unfamiliar with such principles through predominantly science fiction visual imagery and industrial/electronica music. The Fragile serves as an invaluable model for how such artefacts could transmit their dreams and propagate their messages. For the hyper-alert listener, it will be the first step on a new journey. But sadly for the majority, it will be just another hysterical industrial album promoted as selection of the month. References Bester, Alfred. The Stars My Destination. London: Millennium Books, 1999. Eshun, Kodwo. More Brilliant than the Sun: Adventures in Sonic Fiction. London: Quartet Books, 1998. Van der Kolk, Bessel A. "Trauma and Memory." Traumatic Stress: The Effects of Overwhelming Experience on Mind, Body, and Society. Eds. Bessel A. van der Kolk et al. New York: Guilford Press, 1996. Nine Inch Nails. Downward Spiral. Nothing/Interscope, 1994. ---. The Fragile. Nothing, 1999. ---. Pretty Hate Machine. TVT, 1989. Citation reference for this article MLA style: Alex Burns. "'This Machine Is Obsolete': A Listeners' Guide to Nine Inch Nails' The Fragile." M/C: A Journal of Media and Culture 2.8 (1999). [your date of access] <http://www.uq.edu.au/mc/9912/nine.php>. Chicago style: Alex Burns, "'This Machine Is Obsolete': A Listeners' Guide to Nine Inch Nails' The Fragile," M/C: A Journal of Media and Culture 2, no. 8 (1999), <http://www.uq.edu.au/mc/9912/nine.php> ([your date of access]). APA style: Alex Burns. (1999) 'This machine is obsolete': a listeners' guide to Nine Inch Nails' The fragile. M/C: A Journal of Media and Culture 2(8). <http://www.uq.edu.au/mc/9912/nine.php> ([your date of access]).

The Harry Potter (HP) Fan Fiction (FF) phenomenon offers an opportunity to explore the nature of fame and the work of fans (including the second author, a participant observer) in creating and circulating cultural products within fan communities. Matt Hills comments (xi) that “fandom is not simply a ‘thing’ that can be picked over analytically. It is also always performative; by which I mean that it is an identity which is (dis-)claimed, and which performs cultural work”. This paper explores the cultural work of fandom in relation to FF and fame. The global HP phenomenon – in which FF lists are a small part – has made creator J K Rowling richer than the Queen of England, according to the 2003 ‘Sunday Times Rich List’. The books (five so far) and the films (three) continue to accelerate the growth in Rowling’s fortune, which quadrupled from 2001-3: an incredible success for an author unknown before the publication of Harry Potter and the Philosopher’s Stone in 1997. Even the on-screen HP lead actor, Daniel Radcliffe, is now Britain’s second wealthiest teenager (after England’s Prince Harry). There are other globally successful books, such as the Lord of the Rings trilogy, and the Narnia collection, but neither of these series has experienced the momentum of the HP rise to fame. (See Endnote for an indication of the scale of fan involvement with HP FF, compared with Lord of the Rings.) Contemporary ‘Fame’ has been critically defined in relation to the western mass media’s requirement for ‘entertaining’ content, and the production and circulation of celebrity as opposed to ‘hard news’(Turner, Bonner and Marshall). The current perception is that an army of publicists and spin doctors are usually necessary, but not sufficient, to create and nurture global fame. Yet the HP phenomenon started out with no greater publicity investment than that garnered by any other promising first novelist: and given the status of HP as children’s publishing, it was probably less hyped than equivalent adult-audience publications. So are there particular characteristics of HP and his creator that predisposed the series and its author to become famous? And how does the fame status relate to fans’ incorporation of these cultural materials into their lives? Accepting that it is no more possible to predict the future fame of an author or (fictional) character than it is to predict the future financial success of a book, film or album, there is a range of features of the HP phenomenon that, in hindsight, helped accelerate the fame momentum, creating what has become in hindsight an unparalleled global media property. J K Rowling’s personal story – in the hands of her publicity machine – itself constituted a magical myth: the struggling single mother writing away (in longhand) in a Scottish café, snatching odd moments to construct the first book while her infant daughter slept. (Comparatively little attention was paid by the marketers to the author’s professional training and status as a teacher, or to Rowling’s own admission that the first book, and the outline for the series, took five years to write.) Rowling’s name itself, with no self-evident gender attribution, was also indicative of ambiguity and mystery. The back-story to HP, therefore, became one of a quintessentially romantic endeavour – the struggle to write against the odds. Publicity relating to the ‘starving in a garret’ background is not sufficient to explain the HP/Rowling grip on the popular imagination, however. Instead it is arguable that the growth of HP fame and fandom is directly related to the growth of the Internet and to the middle class readers’ Internet access. If the production of celebrity is a major project of the conventional mass media, the HP phenomenon is a harbinger of the hyper-fame that can be generated through the combined efforts of the mass media and online fan communities. The implication of this – evident in new online viral marketing techniques (Kirby), is that publicists need to pique cyber-interest as well as work with the mass media in the construction of celebrity. As the cheer-leaders for online viral marketing make the argument, the technique “provides the missing link between the [bottom-up] word-of-mouth approach and the top-down, advertainment approach”. Which is not to say that the initial HP success was a function of online viral marketing: rather, the marketers learned their trade by analysing the magnifier impact that the online fan communities had upon the exponential growth of the HP phenomenon. This cyber-impact is based both on enhanced connectivity – the bottom-up, word-of-mouth dynamic, and on the individual’s need to assume an identity (albeit fluid) to participate effectively in online community. Critiquing the notion that the computer is an identity machine, Streeter focuses upon (649) “identities that people have brought to computers from the culture at large”. He does not deal in any depth with FF, but suggests (651) that “what the Internet is and will come to be, then, is partly a matter of who we expect to be when we sit down to use it”. What happens when fans sit down to use the Internet, and is there a particular reason why the Internet should be of importance to the rise and rise of HP fame? From the point of view of one of us, HP was born at more or less the same time as she was. Eleven years old in the first book, published in 1997, Potter’s putative birth year might be set in 1986 – in line with many of the original HP readership, and the publisher’s target market. At the point that this cohort was first spellbound by Potter, 1998-9, they were also on the brink of discovering the Internet. In Australia and many western nations, over half of (two-parent) families with school-aged children were online by the end of 2000 (ABS). Potter would notionally have been 14: his fans a little younger but well primed for the ‘teeny-bopper’ years. Arguably, the only thing more famous than HP for that age-group, at that time, was the Internet itself. As knowledge of the Internet grew stories about it constituted both news and entertainment and circulated widely in the mass media: the uncertainty concerning new media, and their impact upon existing social structures, has – over time – precipitated a succession of moral panics … Established commercial media are not noted for their generosity to competitors, and it is unsurprising that many of the moral panics circulating about pornography on the Net, Internet stalking, Web addiction, hate sites etc are promulgated in the older media. (Green xxvii) Although the mass media may have successfully scared the impressionable, the Internet was not solely constructed as a site of moral panic. Prior to the general pervasiveness of the Internet in domestic space, P. David Marshall discusses multiple constructions of the computer – seen by parents as an educational tool which could help future-proof their children; but which their children were more like to conceptualise as a games machine, or (this was the greater fear) use for hacking. As the computer was to become a site for the battle ground between education, entertainment and power, so too the Internet was poised to be colonised by teenagers for a variety of purposes their parents would have preferred to prevent: chat, pornography, game-playing (among others). Fan communities thrive on the power of the individual fan to project themselves and their fan identity as part of an ongoing conversation. Further, in constructing the reasons behind what has happened in the HP narrative, and in speculating what is to come, fans are presenting themselves as identities with whom others might agree (positive affirmation) or disagree (offering the chance for engagement through exchange). The genuinely insightful fans, who apparently predict the plots before they’re published, may even be credited in their communities with inspiring J K Rowling’s muse. (The FF mythology is that J K Rowling dare not look at the FF sites in case she finds herself influenced.) Nancy Baym, commenting on a soap opera fan Usenet group (Usenet was an early 1990s precursor to discussion groups) notes that: The viewers’ relationship with characters, the viewers’ understanding of socioemotional experience, and soap opera’s narrative structure, in which moments of maximal suspense are always followed by temporal gaps, work together to ensure that fans will use the gaps during and between shows to discuss with one another possible outcomes and possible interpretations of what has been seen. (143) In HP terms the The Philosopher’s Stone constructed a fan knowledge that J K Rowling’s project entailed at least seven books (one for each year at Hogwarts School) and this offered plentiful opportunities to speculate upon the future direction and evolution of the HP characters. With each speculation, each posting, the individual fan can refine and extend their identity as a member of the FF community. The temporal gaps between the books and the films – coupled with the expanding possibilities of Internet communication – mean that fans can feel both creative and connected while circulating the cultural materials derived from their engagement with the HP ‘canon’. Canon is used to describe the HP oeuvre as approved by Rowling, her publishers, and her copyright assignees (for example, Warner Bros). In contrast, ‘fanon’ is the name used by fans to refer the body of work that results from their creative/subversive interactions with the core texts, such as “slash” (homo-erotic/romance) fiction. Differentiation between the two terms acknowledges the likelihood that J K Rowling or her assignees might not approve of fanon. The constructed identities of fans who deal solely with canon differ significantly from those who are engaged in fanon. The implicit (romantic) or explicit (full-action descriptions) sexualisation of HP FF is part of a complex identity play on behalf of both the writers and readers of FF. Further, given that the online communities are often nurtured and enriched by offline face to face exchanges with other participants, what an individual is prepared to read or not to read, or write or not write, says as much about that person’s public persona as does another’s overt consumption of pornography; or diet of art house films, in contrast to someone else’s enthusiasm for Friends. Hearn, Mandeville and Anthony argue that a “central assertion of postmodern views of consumption is that social identity can be interpreted as a function of consumption” (106), and few would disagree with them: herein lies the power of the brand. Noting that consumer culture centrally focuses upon harnessing ‘the desire to desire’, Streeter’s work (654, on the opening up of Internet connectivity) suggests a continuum from ‘desire provoked’; through anticipation, ‘excitement based on what people imagined would happen’; to a sense of ‘possibility’. All this was made more tantalising in terms of the ‘unpredictability’ of how cyberspace would eventually resolve itself (657). Thus a progression is posited from desire through to the thrill of comparing future possibilities with eventual outcomes. These forces clearly influence the HP FF phenomenon, where a section of HP fans have become impatient with the pace of the ‘official’/canon HP text. J K Rowling’s writing has slowed down to the point that Harry’s initial readership has overtaken him by several years. He’s about to enter his sixth year (of seven) at secondary school – his erstwhile-contemporaries have already left school or are about to graduate to University. HP is yet to have ‘a relationship’: his fans are engaged in some well-informed speculation as to a range of sexual possibilities which would likely take J K Rowling some light years from her marketers’ core readership. So the story is progressing more slowly than many fans would choose and with less spice than many would like (from the evidence of the web, at least). As indicated in the Endnote, the productivity of the fans, as they ‘fill in the gaps’ while waiting for the official narrative to resume, is prodigious. It may be that as the fans outstrip HP in their own social and emotional development they find his reactions in later books increasingly unbelievable, and/or out of character with the HP they felt they knew. Thus they develop an alternative ‘Harry’ in fanon. Some FF authors identify in advance which books they accept as canon, and which they have decided to ignore. For example, popular FF author Midnight Blue gives the setting of her evolving FF The Mirror of Maybe as “after Harry Potter and the Goblet of Fire and as an alternative to the events detailed in Harry Potter and the Order of the Phoenix, [this] is a Slash story involving Harry Potter and Severus Snape”. Some fans, tired of waiting for Rowling to get Harry grown up, ‘are doin’ it for themselves’. Alternatively, it may be that as they get older the first groups of HP fans are unwilling to relinquish their investment in the HP phenomenon, but are equally unwilling to align themselves uncritically with the anodyne story of the canon. Harry Potter, as Warner Bros licensed him, may be OK for pre-teens, but less cool for the older adolescent. The range of identities that can be constructed using the many online HP FF genres, however, permits wide scope for FF members to identify with dissident constructions of the HP narrative and helps to add to the momentum with which his fame increases. Latterly there is evidence that custodians of canon may be making subtle overtures to creators of fanon. Here, the viral marketers have a particular challenge – to embrace the huge market represented by fanon, while not disturbing those whose HP fandom is based upon the purity of canon. Some elements of fanon feel their discourses have been recognised within the evolving approved narrative . This sense within the fan community – that the holders of the canon have complimented them through an intertextual reference – is much prized and builds the momentum of the fame engagement (as has been demonstrated by Watson, with respect to the band ‘phish’). Specifically, Harry/Draco slash fans have delighted in the hint of a blown kiss from Draco Malfoy to Harry (as Draco sends Harry an origami bird/graffiti message in a Defence against the Dark Arts Class in Harry Potter and the Prisoner of Azkaban) as an acknowledgement of their cultural contribution to the development of the HP phenomenon. Streeter credits Raymond’s essay ‘The Cathedral and the Bazaar’ as offering a model for the incorporation of voluntary labour into the marketplace. Although Streeter’s example concerns the Open Source movement, derived from hacker culture, it has parallels with the prodigious creativity (and productivity) of the HP FF communities. Discussing the decision by Netscape to throw open the source code of its software in 1998, allowing those who use it to modify and improve it, Streeter comments that (659) “the core trope is to portray Linux-style software development like a bazaar, a real-life competitive marketplace”. The bazaar features a world of competing, yet complementary, small traders each displaying their skills and their wares for evaluation in terms of the product on offer. In contrast, “Microsoft-style software production is portrayed as hierarchical and centralised – and thus inefficient – like a cathedral”. Raymond identifies “ego satisfaction and reputation among other [peers]” as a specific socio-emotional benefit for volunteer participants (in Open Source development), going on to note: “Voluntary cultures that work this way are not actually uncommon [… for example] science fiction fandom, which unlike hackerdom has long explicitly recognized ‘egoboo’ (ego-boosting, or the enhancement of one’s reputation among other fans) as the basic drive behind volunteer activity”. This may also be a prime mover for FF engagement. Where fans have outgrown the anodyne canon they get added value through using the raw materials of the HP stories to construct fanon: establishing and building individual identities and communities through HP consumption practices in parallel with, but different from, those deemed acceptable for younger, more innocent, fans. The fame implicit in HP fandom is not only that of HP, the HP lead actor Daniel Radcliffe and HP’s creator J K Rowling; for some fans the famed ‘state or quality of being widely honoured and acclaimed’ can be realised through their participation in online fan culture – fans become famous and recognised within their own community for the quality of their work and the generosity of their sharing with others. The cultural capital circulated on the FF sites is both canon and fanon, a matter of some anxiety for the corporations that typically buy into and foster these mega-media products. As Jim Ward, Vice-President of Marketing for Lucasfilm comments about Star Wars fans (cited in Murray 11): “We love our fans. We want them to have fun. But if in fact someone is using our characters to create a story unto itself, that’s not in the spirit of what we think fandom is about. Fandom is about celebrating the story the way it is.” Slash fans would beg to differ, and for many FF readers and writers, the joy of engagement, and a significant engine for the growth of HP fame, is partly located in the creativity offered for readers and writers to fill in the gaps. Endnote HP FF ranges from posts on general FF sites (such as fanfiction.net >> books, where HP has 147,067 stories [on 4,490 pages of hotlinks] posted, compared with its nearest ‘rival’ Lord of the rings: with 33,189 FF stories). General FF sites exclude adult content, much of which is corralled into 18+ FF sites, such as Restrictedsection.org, set up when core material was expelled from general sites. As an example of one adult site, the Potter Slash Archive is selective (unlike fanfiction.net, for example) which means that only stories liked by the site team are displayed. Authors submitting work are asked to abide by a list of ‘compulsory parameters’, but ‘warnings’ fall under the category of ‘optional parameters’: “Please put a warning if your story contains content that may be offensive to some authors [sic], such as m/m sex, graphic sex or violence, violent sex, character death, major angst, BDSM, non-con (rape) etc”. Adult-content FF readers/writers embrace a range of unexpected genres – such as Twincest (incest within either of the two sets of twin characters in HP) and Weasleycest (incest within the Weasley clan) – in addition to mainstream romance/homo-erotica pairings, such as that between Harry Potter and Draco Malfoy. (NB: within the time frame 16 August – 4 October, Harry Potter FF writers had posted an additional 9,196 stories on the fanfiction.net site alone.) References ABS. 8147.0 Use of the Internet by Householders, Australia. http://www.abs.gov.au/ausstats/abs@.nsf/ e8ae5488b598839cca25682000131612/ ae8e67619446db22ca2568a9001393f8!OpenDocument, 2001, 2001>. Baym, Nancy. “The Emergence of Community in Computer-Mediated Communication.” CyberSociety: Computer-Mediated Communication and Community. Ed. S. Jones. Thousand Oaks, CA: Sage, 1995. 138-63. Blue, Midnight. “The Mirror of Maybe.” http://www.greyblue.net/MidnightBlue/Mirror/default.htm>. Coates, Laura. “Muggle Kids Battle for Domain Name Rights. Irish Computer. http://www.irishcomputer.com/domaingame2.html>. Fanfiction.net. “Category: Books” http://www.fanfiction.net/cat/202/>. Green, Lelia. Technoculture: From Alphabet to Cybersex. Sydney: Allen & Unwin. Hearn, Greg, Tom Mandeville and David Anthony. The Communication Superhighway: Social and Economic Change in the Digital Age. Sydney: Allen & Unwin, 1997. Hills, Matt. Fan Cultures. London: Routledge, 2002. Houghton Mifflin. “Potlatch.” Encyclopedia of North American Indians. http://college.hmco.com/history/readerscomp/naind/html/ na_030900_potlatch.htm>. Kirby, Justin. “Brand Papers: Getting the Bug.” Brand Strategy July-August 2004. http://www.dmc.co.uk/pdf/BrandStrategy07-0804.pdf>. Marshall, P. David. “Technophobia: Video Games, Computer Hacks and Cybernetics.” Media International Australia 85 (Nov. 1997): 70-8. Murray, Simone. “Celebrating the Story the Way It Is: Cultural Studies, Corporate Media and the Contested Utility of Fandom.” Continuum 18.1 (2004): 7-25. Raymond, Eric S. The Cathedral and the Bazaar. 2000. http://www.catb.org/~esr/writings/cathedral-bazaar/cathedral-bazaar/ar01s11.html>. Streeter, Thomas. The Romantic Self and the Politics of Internet Commercialization. Cultural Studies 17.5 (2003): 648-68. Turner, Graeme, Frances Bonner, and P. David Marshall. Fame Games: The Production of Celebrity in Australia. Melbourne: Cambridge UP. Watson, Nessim. “Why We Argue about Virtual Community: A Case Study of the Phish.net Fan Community.” Virtual Culture: Identity and Communication in Cybersociety. Ed. Steven G. Jones. London: Sage, 1997. 102-32. Citation reference for this article MLA Style Green, Lelia, and Carmen Guinery. "Harry Potter and the Fan Fiction Phenomenon." M/C Journal 7.5 (2004). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0411/14-green.php>. APA Style Green, L., and C. Guinery. (Nov. 2004) "Harry Potter and the Fan Fiction Phenomenon," M/C Journal, 7(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0411/14-green.php>.

If thinking about home necessitates thinking about “place, space, scale, identity and power,” as Alison Blunt and Robyn Dowling (2) suggest, then thinking about home themes in popular music makes no less a conceptual demand. Song lyrics and titles most often invoke dominant readings such as intimacy, privacy, nurture, refuge, connectedness and shared belonging, all issues found within Blunt and Dowling’s analysis. The spatial imaginary to which these authors refer takes vivid shape through repertoires of songs dealing with houses and other specific sites, vast and distant homelands, communities or, less tangibly, geographical or cultural settings where particular relationships can be found, supporting Blunt and Dowling’s major claim that home is complex, multi-scalar and multi-layered. Shelley Mallett’s claim that the term home “functions as a repository for complex, inter-related and at times contradictory socio-cultural ideas about people’s relationships with one another…and with places, spaces and things” (84) is borne out heavily by popular music where, for almost every sentiment that the term home evokes, it seems an opposite sentiment is evoked elsewhere: familiarity versus alienation, acceptance versus rejection, love versus loneliness. Making use of conceptual groundwork by Blunt and Dowling and by Mallett and others, the following discussion canvasses a range of meanings that home has had for a variety of songwriters, singers and audiences over the years. Intended as merely partial and exploratory rather than exhaustive, it provides some insights into contrasts, ironies and relationships between home and gender, diaspora and loss. While it cannot cover all the themes, it gives prominence to the major recurring themes and a variety of important contexts that give rise to these home themes. Most prominent among those songs dealing with home has been a nostalgia and yearning, while issues of how women may have viewed the home within which they have often been restricted to a narrowly defined private sphere are almost entirely absent. This serves as a reminder that, while some themes can be conducive to the medium of popular music, others may be significantly less so. Songs may speak directly of experience but not necessarily of all experiences and certainly not of all experiences equally. B. Lee Cooper claims “most popular culture ventures rely upon formula-oriented settings and phrasings to attract interest, to spur mental or emotional involvement” (93). Notions of home have generally proved both formulaic and emotionally-charged. Commonly understood patterns of meaning and other hegemonic references generally operate more successfully than alternative reference points. Those notions with the strongest cultural currency can be conveyed succinctly and denote widely agreed upon meanings. Lyrics can seldom afford to be deeply analytical but generally must be concise and immediately evocative. Despite that, this discussion will point to diverse meanings carried by songs about home. Blunt and Dowling point out that “a house is not necessarily nor automatically a home” (3). The differences are strongly apparent in music, with only a few songs relating to houses compared with homes. When Malvina Reynolds wrote in 1962 of “little boxes, on the hillside, little boxes made of ticky-tacky,” she was certainly referring to houses, not homes, thus making it easier to bypass the relationships which might have vested the inhabitants with more warmth and individuality than their houses, in this song about conformity and homogeneity. The more complex though elusive concept of home, however, is more likely to feature in love songs and to emanate from diasporal songs. Certainly these two genres are not mutually exclusive. Irish songs are particularly noteworthy for adding to the array of music written by, or representational of, those who have been forced away from home by war, poverty, strife or other circumstances. They manifest identities of displacement rather than of placement, as studied by Bronwen Walter, looking back at rather than from within their spatial imaginary. Phil Eva claims that during the 19th Century Irish émigrés sang songs of exile in Manchester’s streets. Since many in England’s industrial towns had been uprooted from their homes, the songs found rapport with street audiences and entered popular culture. For example, the song Killarney, of hazy origins but thought to date back to as early as 1850, tells of Killarney’s lakes and fells, Emerald isles and winding bays; Mountain paths and woodland dells… ...her [nature’s] home is surely there. As well as anthropomorphising nature and giving it a home, the song suggests a specifically geographic sense of home. Galway Bay, written by A. Fahy, does likewise, as do many other Irish songs of exile which link geography with family, kin and sometimes culture to evoke a sense of home. The final verse of Cliffs of Doneen gives a sense of both people and place making up home: Fare thee well to Doneen, fare thee well for a while And to all the kind people I’m leaving behind To the streams and the meadows where late I have been And the high rocky slopes round the cliffs of Doneen. Earlier Irish songs intertwine home with political issues. For example, Tho’ the Last Glimpse of Erin vows to Erin that “In exile thy bosum shall still be my home.” Such exile resulted from a preference of fleeing Ireland rather than bowing to English oppression, which then included a prohibition on Irish having moustaches or certain hairstyles. Thomas Moore is said to have set the words of the song to the air Coulin which itself referred to an Irish woman’s preference for her “Coulin” (a long-haired Irish youth) to the English (Nelson-Burns). Diasporal songs have continued, as has their political edge, as evidenced by global recognition of songs such as Bayan Ko (My Country), written by José Corazon de Jesus in 1929, out of love and concern for the Philippines and sung among Filipinos worldwide. Robin Cohen outlines a set of criteria for diaspora that includes a shared belief in the possibility of return to home, evident in songs such as the 1943 Welsh song A Welcome in the Hillside, in which a Welsh word translating roughly as a yearning to return home, hiraeth, is used: We’ll kiss away each hour of hiraeth When you come home again to Wales. However, the immensely popular I’ll Take You Home Again, Kathleen, not of Irish origin but written by Thomas Westendorf of Illinois in 1875, suggests that such emotions can have a resonance beyond the diaspora. Anti-colonial sentiments about home can also be expressed by long-time inhabitants, as Harry Belafonte demonstrated in Island in the Sun: This is my island in the sun Where my people have toiled since time begun. Though I may sail on many a sea, Her shores will always be home to me. War brought a deluge of sentimental songs lamenting separation from home and loved ones, just as likely to be parents and siblings as sweethearts. Radios allowed wider audiences and greater popularity for these songs. If separation had brought a longing previously, the added horrors of war presented a stronger contrast between that which the young soldiers were missing and that which they were experiencing. Both the First and Second World Wars gave rise to songs long since sung which originated in such separations, but these also had a strong sense of home as defined by the nationalism that has for over a century given the contours of expectations of soldiers. Focusing on home, these songs seldom speak of the details of war. Rather they are specific about what the singers have left behind and what they hope to return to. Songs of home did not have to be written specifically for the war effort nor for overseas troops. Irving Berlin’s 1942 White Christmas, written for a film, became extremely popular with US troops during WWII, instilling a sense of home that related to familiarities and festivities. Expressing a sense of home could be specific and relate to regions or towns, as did I’m Goin’ Back Again to Yarrawonga, or it could refer to any home, anywhere where there were sons away fighting. Indeed the American Civil War song When Johnny Comes Marching Home, written by Patrick Sarsfield Gilmour, was sung by both Northerners and Southerners, so adaptable was it, with home remarkably unspecified and undescribed. The 1914 British song Keep the Home Fires Burning by Ivor Novello and Lena Ford was among those that evoked a connection between home and the military effort and helped establish a responsibility on those at home to remain optimistic: Keep the Homes fires burning While your hearts are yearning, Though your lads are far away They dream of home, There’s a silver lining Through the dark clouds shining, Turn the dark clouds inside out, Till the boys come Home. No space exists in this song for critique of the reasons for war, nor of a role for women other than that of homemaker and moral guardian. It was women’s duty to ensure men enlisted and home was rendered a private site for emotional enlistment for a presumed public good, though ironically also a point of personal hope where the light of love burned for the enlistees’ safe return. Later songs about home and war challenged these traditional notions. Two serve as examples. One is Pink Floyd’s brief musical piece of the 1970s, Bring the Boys Back Home, whose words of protest against the American war on Viet Nam present home, again, as a site of safety but within a less conservative context. Home becomes implicated in a challenge to the prevailing foreign policy and the interests that influence it, undermining the normal public sphere/private sphere distinction. The other more complex song is Judy Small’s Mothers, Daughters, Wives, from 1982, set against a backdrop of home. Small eloquently describes the dynamics of the domestic space and how women understood their roles in relation to the First and Second World Wars and the Viet Nam War. Reinforcing that “The materialities and imaginaries of home are closely connected” (Blunt and Dowling 188), Small sings of how the gold frames held the photographs that mothers kissed each night And the doorframe held the shocked and silent strangers from the fight. Small provides a rare musical insight into the disjuncture between the men who left the domestic space and those who return to it, and we sense that women may have borne much of the brunt of those awful changes. The idea of domestic bliss is also challenged, though from the returned soldier’s point of view, in Redgum’s 1983 song I Was Only Nineteen, written by group member John Schuman. It touches on the tragedy of young men thrust into war situations and the horrific after-affects for them, which cannot be shrugged off on return to home. The nurturing of home has limits but the privacy associated with the domestic sphere has often concealed the violence and mental anguish that happens away from public view. But by this time most of the songs referring to home were dominated once more by sentimental love, often borne of travel as mobility rose. Journeys help “establish the thresholds and boundaries of home” and can give rise to “an idealized, ideological and ethnocentric view of home” (Mallett 78). Where previously songsters had sung of leaving home in exile or for escape from poverty, lyrics from the 1960s onwards often suggested that work had removed people from loved ones. It could be work on a day-by-day basis, as in A Hard Day’s Night from the 1964 film of the same name, where the Beatles illuminate differences between the public sphere of work and the private sphere to which they return: When I’m home, everything seems to be alright, When I’m home feeling you holding me tight, tight, yeah and reiterated by Paul McCartney in Every Night: And every night that day is through But tonight I just want to stay in And be with you. Lyrics such as these and McCartney’s call to be taken “...home to the Mull of Kintyre,” singled him out for his home-and-hearth messages (Dempsey). But work might involve longer absences and thus more deepfelt loneliness. Simon and Garfunkel’s exemplary Homeward Bound starkly portrays a site of “away-ness”: I’m sittin’ in the railway station, got a ticket for my destination… Mundaneness, monotony and predictability contrast with the home to which the singer’s thoughts are constantly escaping. The routine is familiar but the faces are those of strangers. Home here is, again, not simply a domicile but the warmth of those we know and love. Written at a railway station, Homeward Bound echoes sentiments almost identical to those of (Leaving on a) Jet Plane, written by John Denver at an airport in 1967. Denver also co-wrote (Take Me Home) Country Roads, where, in another example of anthropomorphism as a tool of establishing a strong link, he asks to be taken home to the place I belong West Virginia, mountain momma, Take me home, Country Roads. The theme has recurred in numerous songs since, spawning examples such as Darin and Alquist’s When I Get Home, Chris Daughtry’s Home, Michael Bublé’s Home and Will Smith’s Ain’t No Place Like Home, where, in an opening reminiscent of Homeward Bound, the singer is Sitting in a hotel room A thousand miles away from nowhere Sloped over a chair as I stare… Furniture from home, on the other hand, can be used to evoke contentment and bliss, as demonstrated by George Weiss and Bob Thiele’s song The Home Fire, in which both kin and the objects of home become charged with meaning: All of the folks that I love are there I got a date with my favourite chair Of course, in regard to earlier songs especially, while the traveller associates home with love, security and tenderness, back at home the waiting one may have had feelings more of frustration and oppression. One is desperate to get back home, but for all we know the other may be desperate to get out of home or to develop a life more meaningful than that which was then offered to women. If the lot of homemakers was invisible to national economies (Waring), it seemed equally invisible to mainstream songwriters. This reflects the tradition that “Despite home being generally considered a feminine, nurturing space created by women themselves, they often lack both authority and a space of their own within this realm” (Mallett 75). Few songs have offered the perspective of the one at home awaiting the return of the traveller. One exception is the Seekers’ 1965 A World of Our Own but, written by Tom Springfield, the words trilled by Judith Durham may have been more of a projection of the traveller’s hopes and expectations than a true reflection of the full experiences of housebound women of the day. Certainly, the song reinforces connections between home and intimacy and privacy: Close the door, light the lights. We’re stayin’ home tonight, Far away from the bustle and the bright city lights. Let them all fade away, just leave us alone And we’ll live in a world of our own. This also strongly supports Gaston Bachelard’s claim that one’s house in the sense of a home is one’s “first universe, a real cosmos” (qtd. in Blunt and Dowling 12). But privacy can also be a loneliness when home is not inhabited by loved ones, as in the lyrics of Don Gibson’s 1958 Oh, Lonesome Me, where Everybody’s going out and having fun I’m a fool for staying home and having none. Similar sentiments emerge in Debbie Boone’s You Light up My Life: So many nights I’d sit by my window Waiting for someone to sing me his song. Home in these situations can be just as alienating as the “away” depicted as so unfriendly by Homeward Bound’s strangers’ faces and the “million people” who still leave Michael Bublé feeling alone. Yet there are other songs that depict “away” as a prison made of freedom, insinuating that the lack of a home and consequently of the stable love and commitment presumably found there is a sad situation indeed. This is suggested by the lilting tune, if not by the lyrics themselves, in songs such as Wandrin’ Star from the musical Paint Your Wagon and Ron Miller’s I’ve Never Been to Me, which has both a male and female version with different words, reinforcing gendered experiences. The somewhat conservative lyrics in the female version made it a perfect send-up song in the 1994 film Priscilla: Queen of the Desert. In some songs the absentee is not a traveller but has been in jail. In Tie a Yellow Ribbon round the Ole Oak Tree, an ex-inmate states “I’m comin’ home. I’ve done my time.” Home here is contingent upon the availability and forgivingness of his old girl friend. Another song juxtaposing home with prison is Tom Jones’ The Green, Green Grass of Home in which the singer dreams he is returning to his home, to his parents, girlfriend and, once again, an old oak tree. However, he awakes to find he was dreaming and is about to be executed. His body will be taken home and placed under the oak tree, suggesting some resigned sense of satisfaction that he will, after all, be going home, albeit in different circumstances. Death and home are thus sometimes linked, with home a euphemism for the former, as suggested in many spirituals, with heaven or an afterlife being considered “going home”. The reverse is the case in the haunting Bring Him Home of the musical Les Misérables. With Marius going off to the barricades and the danger involved, Jean Valjean prays for the young man’s safe return and that he might live. Home is connected here with life, safety and ongoing love. In a number of songs about home and absence there is a sense of home being a place where morality is gently enforced, presumably by women who keep men on the straight and narrow, in line with one of the women’s roles of colonial Australia, researched by Anne Summers. These songs imply that when men wander from home, their morals also go astray. Wild Rover bemoans Oh, I’ve been a wild rover for many a year, and I’ve spent all my money on whiskey and beer… There is the resolve in the chorus, however, that home will have a reforming influence. Gene Pitney’s Twenty-Four Hours from Tulsa poses the dangers of distance from a wife’s influence, while displaying opposition to the sentimental yearning of so many other songs: Dearest darlin’, I have to write to say that I won’t be home anymore ‘cause something happened to me while I was drivin’ home And I’m not the same anymore Class as well as gender can be a debated issue in meanings attached to home, as evident in several songs that take a more jaundiced view of home, seeing it as a place from which to escape. The Animals’ powerful We Gotta Get Outta This Place clearly suggests a life of drudgery in a home town or region. Protectively, the lyrics insist “Girl, there’s a better life for me and you” but it has to be elsewhere. This runs against the grain of other British songs addressing poverty or a working class existence as something that comes with its own blessings, all to do with an area identified as home. These traits may be loyalty, familiarity or a refusal to judge and involve identities of placement rather than of displacement in, for instance, Gerry and the Pacemakers’ Ferry Cross the Mersey: People around every corner, they seem to smile and say “We don’t care what your name is, boy. We’ll never send you away.” This bears out Blunt and Dowling’s claim that “people’s senses of themselves are related to and produced through lived and metaphorical experiences of home” (252). It also resonates with some of the region-based identity and solidarity issues explored a short time later by Paul Willis in his study of working class youth in Britain, which help to inform how a sense of home can operate to constrict consciousness, ideas and aspirations. Identity features strongly in other songs about home. Several years after Neil Young recorded his 1970 song Southern Man about racism in the south of the USA, the group Lynyrd Skynyrd, responded with Sweet Home Alabama. While the meaning of its lyrics are still debated, there is no debate about the way in which the song has been embraced, as I recently discovered first-hand in Tennessee. A banjo-and-fiddle band performing the song during a gig virtually brought down the house as the predominantly southern audience clapped, whopped and stamped its feet. The real meanings of home were found not in the lyrics but in the audience’s response. Wally Johnson and Bob Brown’s 1975 Home Among the Gum Trees is a more straightforward ode to home, with lyrics that prescribe a set of non-commodified values. It is about simplicity and the right to embrace a lifestyle that includes companionship, leisure and an enjoyment of and appreciation of nature, all threatened seriously in the three decades since the song’s writing. The second verse in which large shopping complexes – and implicitly the consumerism they encourage – are eschewed (“I’d trade it all tomorrow for a little bush retreat where the kookaburras call”), is a challenge to notions of progress and reflects social movements of the day, The Green Bans Movement, for instance, took a broader and more socially conscientious attitude towards home and community, putting forward alternative sets of values and insisting people should have a say in the social and aesthetic construction of their neighbourhoods as well as the impacts of their labour (Mundey). Ironically, the song has gone on to become the theme song for a TV show about home gardens. With a strong yet more vague notion of home, Peter Allen’s I Still Call Australia Home, was more prone to commodification and has been adopted as a promotional song for Qantas. Nominating only the desire to travel and the love of freedom as Australian values, both politically and socially innocuous within the song’s context, this catchy and uplifting song, when not being used as an advertisement, paradoxically works for a “diaspora” of Australians who are not in exile but have mostly travelled for reasons of pleasure or professional or financial gain. Another paradox arises from the song Home on the Range, dating back to the 19th century at a time when the frontier was still a strong concept in the USA and people were simultaneously leaving homes and reminiscing about home (Mechem). Although it was written in Kansas, the lyrics – again vague and adaptable – were changed by other travellers so that versions such as Colorado Home and My Arizona Home soon abounded. In 1947 Kansas made Home on the Range its state song, despite there being very few buffalo left there, thus highlighting a disjuncture between the modern Kansas and “a home where the buffalo roam” as described in the song. These themes, paradoxes and oppositional understandings of home only scratch the surface of the wide range of claims that are made on home throughout popular music. It has been shown that home is a flexible concept, referring to homelands, regions, communities and private houses. While predominantly used to evoke positive feelings, mostly with traditional views of the relationships that lie within homes, songs also raise challenges to notions of domesticity, the rights of those inhabiting the private sphere and the demarcation between the private and public spheres. Songs about home reflect contexts and challenges of their respective eras and remind us that vigorous discussion takes place about and within homes. The challenges are changing. Where many women once felt restrictively tied to the home – and no doubt many continue to do so – many women and men are now struggling to rediscover spatial boundaries, with production and consumption increasingly impinging upon relationships that have so frequently given the term home its meaning. With evidence that we are working longer hours and that home life, in whatever form, is frequently suffering (Beder, Hochschild), the discussion should continue. In the words of Sam Cooke, Bring it on home to me! References Bacheland, Gaston. The Poetics of Space. Boston, MA: Beacon Press, 1994. Beder, Sharon. Selling the Work Ethic: From Puritan Pulpit to Corporate PR. London: Zed Books, 2000. Blunt, Alison, and Robyn Dowling. Home. London: Routledge, 2006. Cohen, Robin. Global Diasporas: An Introduction. London: UCL Press, 1997. Cooper, B. Lee. “Good Timin’: Searching for Meaning in Clock Songs.” Popular Music and Society 30.1 (Feb. 2007): 93-106. Dempsey, J.M. “McCartney at 60: A Body of Work Celebrating Home and Hearth.” Popular Music and Society 27.1 (Feb. 2004): 27-40. Eva, Phil. “Home Sweet Home? The Culture of ‘Exile’ in Mid-Victorian Popular Song.” Popular Music 16.2 (May 1997): 131-150. Hochschild, Arlie. The Time Bind: When Work Becomes Home and Home Becomes Work. New York: Metropolitan/Holt, 1997. Mallett, Sonia. “Understanding Home: A Critical Review of the Literature.” The Sociological Review 52.1 (2004): 62-89. Mechem, Kirke, “The Story of ‘Home on the Range’.” Reprint from the Kansas Historical Quarterly (Nov. 1949). Topeka, Kansas: Kansas State Historical Society. 28 May 2007 http://www.emporia.edu/cgps/tales/nov2003.html>. Mundey, Jack. Green Bans and Beyond. Sydney: Angus & Robertson, 1981. Nelson-Burns, Lesley. Folk Music of England, Ireland, Scotland, Wales and America. 29 May 2007 http://www.contemplator.com/ireland/thoerin.html>. Summers, Anne. Damned Whores and God’s Police: The Colonization of Women in Australia. Harmondsworth: Penguin, 1975. Walter, Bronwen. Outsiders Inside: Whiteness, Place and Irish Women. London: Routledge, 2001. Waring, Marilyn. Counting for Nothing: What Men Value and What Women Are Worth. Wellington, NZ: Allen & Unwin, 1988. Willis, Paul. Learning to Labor: How Working Class Kids Get Working Class Jobs. New York: Columbia UP, 1977. Citation reference for this article MLA Style Varney, Wendy. "Homeward Bound or Housebound?: Themes of Home in Popular Music." M/C Journal 10.4 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0708/16-varney.php>. APA Style Varney, W. (Aug. 2007) "Homeward Bound or Housebound?: Themes of Home in Popular Music," M/C Journal, 10(4). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0708/16-varney.php>.

History, State of and Necessity for Research on the Roman and Migration Period Military Equipment from Poland. Subjective Approach (Despite Good Intentions)Significant studies on military equipment from the Roman Period have been initiated by Martin Jahn (1916a; 1921). For many years his works have been the main point of reference for research on weaponry of the Germanic peoples. This picture has not been changed radically by the post-war works of Klaus Raddatz, devoted mostly to the Germanic military equipment in the Late Pre-Roman Period (1966), Younger Roman Period (1967), and wide spectrum from the Late Pre-Roman until the Migration Period (1985). Although important at the time, they were insufficiently involving inner cultural diversity of the ‘Germanic’ world, presenting the issue from the first and foremost northern European perspective.After the war the studies on weaponry of the Central European Barbaricumhave been based mostly on the materials of the Przeworsk culture, due to abundance of military equipment in graves of this cultural unit. It is achronicler’s duty to mention rather unsuccessful work of Janina Elantkowska (1961), but then underline also the fundamental works of Kazimierz Godłowski in the field of chronology of weapon graves (1970; 1992; 1994), enabling further, more precise works on armaments of the Przeworsk culture. This scholar has educated several hoplologists, experts in archaeological military equipment (active – just like him – at the Jagiellonian University) who broaden the knowledge in this field considerably. Among those one should name especially Piotr Kaczanowski (1988) – the author of the studies on inlaid pole weapon heads, finds of imported weapons from the area of Barbaricum (Kaczanowski 1992) or the classification of heads of shafted weapons from the Przeworsk culture (Kaczanowski 1995). The latter is especially important, because establishing typologies and chronology of the pole weapon heads enabled further studies on military equipment in multiple aspects, thanks to the ability to precisely date graves equipped only with spear- or javelin heads, until that time dated very widely. Equally important person ‘descended’ from Kraków is Marcin Biborski, to whom academics owe research on Barbarian and Roman swords from the Barbarian Europe (Biborski 1978; 1994a; 1994b; 1994c; 1994d; Biborski, Ilkjær 2006); he has also begun the discourse on the ritual weapon destruction (Biborski 1981), as well as decorations of shafted weapon heads and swords (1986). Both aforementioned researchers have initiated the metal analysis of swords, which enabled devising of criteria for identification of the Roman imports (Biborski et alii1982; 2003). In the Kraków’s academia the classification of spurs has also been developed (Ginalski 1991), as well as axes (Kieferling 1994). Acomplement to the abovementioned is the study of weapon sets from graves, i.e. Germ. Waffenkombination issue (Kontny 2001; 2002; 2003a; 2008b), and – embracing broader territorial range – studies on pole weapon heads ornamented with astitch-like pattern (Kontny 2008a) and negative ornament on their blades (Kontny 2017a), or an eye-motif decoration placed at the sockets (Czarnecka, Kontny 2008), as well as the newest registers of watery deposits of weapons from the area of Poland (Kontny forthcoming b).Piotr Kaczanowski has also initiated the studies on weaponry of the Wielbark culture (Kaczanowski, Zaborowski 1988). Due to the specifics of burial rituals (taboo on weapons in grave goods) the research on arms of the Wielbark culture has arather short history. In the aforementioned work singular finds of weapons from graves have been used, interpreted by enduring traditions of the Oksywie culture – in the period of the Wielbark culture formation – or the Przeworsk culture – at the former areas of this cultural unit, later occupied by the Wielbark culture peoples. What was used there abundantly was the archival source – the files of Martin Jahn, in which one could find notes and sketches presenting finds of weapons from, i.a. Pomerania. However, the authors did not refer to written sources, especially very important remark of Tacitus (Tacyt, Germania 44, 1) about short swords and round shields, which were supposed to be distinctive for the peoples of Gotones, Rugii, and Lemovii, associated with the area of the Wiebark culture. This gap has been filled, which gave an opportunity for verification of the part of archaeological sources for reconstruction of the Wielbark military equipment and complementing their list (Kontny 2006a; 2008d).The usefulness of the accounts of Tacitus for the reconstruction of weapons from the Roman Period occurred to be insignificant, but it came to light that the Roman author had not always used the contemporaneous sources (the aforementioned description fits the picture of weaponry of the Oksywie culture). Discoveries of further Wielbark military objects as well as the renewed analysis of the discovery from Żarnowiec (Kontny 2006b) considerably broaden the database of sources and were used to formulate the working hypothesis about the influence of the Przeworsk model on the Wielbark military equipment in the Early Roman and the beginnings of the Younger Roman Period, later replaced by the Scandinavian pattern (Kontny 2006b, 152; 2008d, 195). The probability of this concept grew, since the analysis of male belts led to similar inferences (Madyda-Legutko 2015). Therefore, the need for verification of the suggested picture occurred, with the use of possibly complete corpus of Wielbark military finds; all the more because the issue was complicated by the discovery of the inhumation burial with asword and sword bead in Juszkowo near Pruszcz Gdański, i.e. in the area of the important settlement centre of the Wielbark culture. The grave is dated to the time of the decline of this cultural unit (Dyrda, Kontny, Mączyńska 2014; Kontny, Mączyńska 2015). In effect, the synthesis of the Wielbark military equipment has been developed (Kontny 2019a, 69–113), in which it was possible to confirm the Przeworsk inspirations to Wielbark armaments in the Early Roman Period and subphase C1a, as well as to notice later influences of the northern European weaponry model. What was added to this picture was the probable introduction into the sphere of nomadic influences in the terminal stadium of the Wielbark culture, suggesting, that it was in fact the eastern-Germanic-type weaponry then, in which the nomadic influences are quite noticeable, manifesting in the adaptation of bow and trilobate arrows with rhomboid blades, as well as spathae of the Asian type. It was also possible to classify some conceptions formulated in the pioneering work; thus, the suggestion of the Wielbark origins of the negative ornament on shafted weapon heads has been rejected (Kontny 2017a), as well as the one about the important role of abow in the Wielbark armamentarium (Kontny 2019a, 85–87). On the other hand, in the light of current research the idea of the axes’ importance seems valid (Kontny 2019a, 83–85; 2019c,154–158).As opposed to the weapons, the Wielbark spurs were analyzed on multiple occasions. The newest classification of Wielbark spurs (Smółka 2014, 48–51) was mentioned only in the form of summary of the unpublished M.A. thesis and therefore it is hard to refer to it in details and evaluate it. It is beyond doubt, however, that spurs from the Early Roman and the beginnings of the Younger Roman Period, in principle, were based on Przeworsk forms – with obvious differences in material (the lack of iron examples in graves, which is conditioned by the burial rituals), slight morphological ones, as well as the larger popularity of the chair-shaped examples (Germ. Stuhlsporen). In the later timespan one should notice more explicit northern European influences, although along with the preservation of arangeof local forms (Kontny 2019a, 87–88), and at the dawn of the Wielbark culture’s existence one might indicate the examples of spurs having been imported or inspired by Roman solutions (Kontny 2020, 673–675; Kontny, Michalak 2020). These observations, to the large extent, inscribe into the general dynamics of changes in the Wielbark military equipment. Asaresearch objective one should recognise the intensification of studies on watery deposits, as at some sacrificial sites of this kind Wielbark-culture arms have been discovered.In the last few years there has been ahuge advancement in the research on weapons of the West Balt cultural circle from the area of north-eastern Poland. This issue has been basically unrecognised until recently, and the progress is owed to discovery and dissemination of the archives and collections of the former Prussia-Museum, as well as private files of scholars active in the pre-war period. Currently the researchers have at their disposal the studies on Bogaczewo and Sudovian cultures’ swords from the Roman Period (Kontny 2017b; see Nowakowski 1994; 2007) as well as seaxes of the Elbląg and Olsztyn group from the Late Migration Period (Kontny 2013a; 2019a, 142–147; see Prassolow 2018). Besides, the idea of the use of battle knives has been rejected, as they were too short to serve this purpose (Kontny 2019a, 128–129). The earliest (Kontny 2007a) and latest (Kontny 2008c) finds of weapons from Bogaczewo culture have been elaborated, which allowed to establish the timeframes of the phenomenon of including weapons in grave inventories: from the dawn of the Late Pre-Roman Period until subphase C1b. Particular categories of blunt weapons have been comprehensively analyzed, i.e. socketed axes (weapon characteristic for the West Balt circle and some areas of eastern Europe) and axes from Bogaczewo and Sudovian cultures (Kontny 2016a; 2018). Furthermore, the issue of using the organic blunt weapons has been introduced, which popularity in the Balt milieu is suggested by the Tacitus’ remark about fustis. It has been established (Kontny 2015a) that such weapon has been used in the West Balt Barrows culture, but most probably it has not played any important role in the Roman Period, and the account of Tacitus is (in this aspect) anachronic. Elaboration of shafted weapon heads (Kontny 2007b) has shown that examples from the Bogaczewo culture imitate solutions known from the Przeworsk culture, although they show some local features (e.g. asocket is frequently mounted on ashaft with ause of asingle nail, and not rivet, as it was in the Przeworsk culture). On the other hand, in the Sudovian culture similar inspirations might be indicated only in the earliest stadium of its development and they are rather scarce. Shafted weapons match, however, the Lithuanian pattern, proposed by Vytautas Kazakâvičius (Kazakâvičius 1988, 12–63). One can also encounter here the Scandinavian imports. In the case of the Sudovian culture it was also possible to attempt to reconstruct sizes of shafted weapons, thanks to the analysis of the position of their heads in inhumation graves (Kontny 2019a, 119–124). It was also indicated that the significance of javelins in both cultures is rather scarce, which manifests in the sporadic presence of more than one weapon head in grave inventories (Kontny 2019a, 119, table 1), as well as the sparsity of barbed heads (Nowakowski 2014). The influences of the Przeworsk culture are noticeable also in the decorations of weapon heads (see: Kontny 2008a; 2017a; Czarnecka, Kontny 2008). Only recently the topic of bow and arrows from the Bogaczewo and Sudovian cultures has been introduced. They were mainly used for hunting purposes (Kontny 2019a, 137–139). Equine equipment is quite well-represented in the Balt area, the proof of which are quite numerous finds of headgear and horse tack with chain reins, requiring – similarly to spurs – comprehensive studies (see Kontny 2019a, 139–141). On the presented background the research on Balt shields from the area of Poland seems at adisadvantage. It is necessary to challenge the possibility of an uncritical use of the (still incomplete) classification of middle-European shield-bosses and grips for the analysis of the Balt examples, as they indicate adifferent rhythm of popularity and morphological development, and in the same time also arange of primitive features (shield-bosses assembled from two parts, joint with rivets) and archaisms in construction (e.g. many attaching points at the brim; using big disc-headed nails and rivets as late as the Roman Period). It is also important to notice the large diversification in morphology of shield-bosses with blunt apex and probability of popularity of wooden shield-bosses (Kontny 2019a, 132–133, fig. 25), as well as the use of metal supports of shield constructions (Kontny 2019a, 136, fig. 30). The reconstruction of the shape of Sudovian culture shields was also proposed, on the basis of the location of shield elements in inhumation graves (Kontny forthcoming a).Numerous are the finds of the military equipment of the so-called Lubusz group (see the paper by Bartłomiej Rogalski in the hereby volume), located by the lower Oder River in the Early Roman Period and the beginnings of the Younger Roman Period. Distinctive feature of this cultural unit is the use of cremation and including into graves burnt and sometimes – by the Przeworsk custom – destroyed weapons. Studies of this issue still have not been fully published, although it has been approached for some time now (Wołągiewiczowie 1964); aM.A. dissertation was even written on this topic (Czarnecka 1995). The theses, which have been included there, became obsolete due to the rapid increase in the archaeological record, i.a. thanks to the fieldwork at the necropolis in Czelin, as well as the lake sacrificial site in Lubanowo. On the basis of the hitherto observations, it has to be acknowledged that the model of the military equipment is very similar to the solutions known from the Przeworsk culture (Kontny 2019b, 349). The forms of shafted weapon heads, single- or double-edged 74B. Kontnyswords, shield-bosses, grips, and even arrowheads and spurs (with the documented exam-ples of the so-called bow-shaped – Germ. Bügelsporen – and chair-shaped spurs correspond with the Przeworsk prototypes. There are no axes known from burial grounds of the Lubusz group so far, which diversifies it from the Wielbark-culture armament, and shows even more ties with the military equipment of the Przeworsk culture. However, their presence has been confirmed at the sacrificial sites; it is possible that the weapons discovered there have been seized from the defeated Wielbark-culture invaders from the east (similar interpretation is accepted for the analogical northern European deposits). Scarce examples of weapons from the dawn of the Lubusz group refer to the solutions known from Scandinavia. It is thus probable that the change, which can be observed here, is analogous to the process known from the Wielbark culture.Basically unrecognised remains the military equipment of the Dębczyno group, which superseded the Wielbark culture in Western Pomerania in the Younger Roman Period and functioned until the Migration Period. Also in the case of Luboszyce culture what is lacking is the synthetic approach towards the issue of military equipment from the typological and chronological point of view. The finds of weapons were collected in the monograph of this culture; the attention has been paid in this case to the diversity from the Przeworsk model of military equipment, expressed in the use of axes (their classification was proposed); singular ties to the Scandinavian patterns have been observed (Domański 1979, 43–54), although one cannot find here comprehensive analysis of the issue. Adissertation devoted to military equipment of the Luboszyce culture has been written lately; unfortunately, it was not printed (Demkowicz 2014); only some of the issues approached there were published (Andrzejewska, Demkowicz 2015a; 2015b; 2016). They indicate the emulation – with slight modifications – the Przeworsk-culture model of weaponry in the early phases of development of the Luboszyce culture (phase C1), which might be indicated e.g. by the forms of shafted weapon heads and spurs, while new elements, such as asymmetric axes parallel to the ones known from the Elbe region, became numerous only from the C2 phase (Andrzejewska, Demkowicz 2015a; 2015b; 2016). Scandinavian elements are represented i.a. by the knives with along grip, associated with the equipment of warriors (Andrzejewska, Demkowicz2016), although most probably not used in battle. Among the Scandinavian forms one might indicate also range of pole weapon heads (Andrzejewska, Demkowicz 2015b, 119), as well as ashield-boss and grip from the grave XII at Grzmiąca (Marcinkian 1978, 98, fig. 14:g,h).One has to notice new possibilities which occurred in amoment when the picture of diversities in the military equipment of the cultures: Przeworsk, Sudovian, Bogaczewo, and Wielbark has been recognised (see the synthesis of the hoplological research: Kontny 2019a), as well as – reaching beyond the borders of Poland – northern European Barbaricum, and – partly – Elbe circle. It presents possibilities of creating comparative models of military equipment, indicating mutual influences and reconstructing their mechanisms. Already now it was possible to indicate the culture-forming position of the Przeworsk pattern of military equipment in the Early Roman Period and subphase C1a; in the later time asimilar role was played by the Scandinavian model, although this influence was not that standardizing (Kontny 2019c). It was also possible to identify Przeworsk-culture and Balt archaeological materials at the chosen sacrificial sites in Scandinavia (Kontny 2017c; 2019e), as well as Crimea (Kontny 2013c). It allowed to form ahypothesis on undertaking even far-going military expeditions by the warriors from the area of current Poland in the Roman Period, while participating in frequently ethnically heterogeneous war bands (Kontny 2003b; 2019d); it can clarify, to some extent, also some changes in cultural ranges. Fuller knowledge of the picture of military equipment diversity in Barbaricum (paying attention especially to the analysis of the shafted weapon heads, being agood indication of the cultural affiliation) will allow to continue similar comparisons and deepen the knowledge in the field of history of wars in Barbaricum, on the top of that, reconstructed without any precise data from the written sources. Northern European sacrificial sites showed huge potential which is presented by this kind of studies. Such direction is even more promising because the studies of lake and riverine deposits identified lately in the area of Poland should create new research perspectives, although they not necessarily have acharacter identical to – truly not homogeneous – Scandinavian sites. It seems that there is an abundance of the most exciting topics for along time!

Images of anal flesh have been flashed on Australian television in the popular animated American 'kidult' cartoon series, Ren and Stimpy (1991-95) and South Park (1997-). Ren and Stimpy relates the tales of two male human-voiced animals: Ren, a skinny hyperactive chihuahua, and Stimpy, his stupid fat cat friend. The "Son of Stimpy" and "Blazing Entrails" episodes of the series contain landmark references to the anus which have informed the broader range of representations of the orifice in the South Park series. South Park explores the lives of four pre-pubescent Colorado schoolboys -- Stan, Kyle, Cartman and Kenny. Commentary about the excessive depictions of violence and viscera in these masculinist comedy cartoons has avoided analysis of their representations of anal flesh. How have ani been represented in these popular cultural productions? "Son Of Stimpy" pioneered with a narrative of male anal birth. At Christmas, Stimpy passes his first fart. His bare buttocks gurgle and a fart cloud rises and disappears. Stimpy's anus is not visually (re)presented. His attempts to produce another fart fail. Stimpy and "Stinky" search desperately for each other. Stinky, the personified fart, resembles a wrinkled hybrid of Casper The Friendly Ghost and Tweety Bird. Appearing outside the closed window of Ren and Stimpy's bedroom, Stinky ogles the sleeping Stimpy's unreachable buttocks. "Oh why did I leave home? I'll never find a home as warm and snuggly as the one I left", he reflects on Stimpy's anus. Father and son eventually meet, the adult Stinky marries a rotting dead codfish, and the newly-weds then live in Ren's nostrils. As probably the most conspicuously homoerotic televised cartoon, "Son of Stimpy" also shows Ren flirtatiously snuggling up to Stimpy under some mistletoe, the pair sharing a bed, and reminiscences about their nuptials. Thus, the unavoidable thrust of this play is that Stinky-the-fart (the son) was farted (born) through the anus of Stimpy (the male mother) after sodomitical penetration by Ren (Stinky's father). Moreover, Stimpy's search for his fart-child and Ren's relishing of Stinky's smell provide a clear metaphor for Ren and Stimpy's continuing desire for more fun, fart-producing, "gay", an(im)al sex. Although Stimpy's anus and Ren's penis are not depicted, the fleshy intercourse between them (that produced the cherished Stinky) can hardly be ignored in the imagination of the viewer. "Blazing Entrails" includes a groundbreaking image of inner male anal flesh. The title refers to Blazing Saddles with its famous comedy scene involving bean-eating, farting cowboys. The plot loosely reworks that of Fantastic Voyage, with Ren taking a crazed Stimpy to see a scientist who inflates him into a giant. Ren then travels through Stimpy's (unseen) anal sphincter (in a significant departure from the plot of Voyage). Ren is shown reading The Bowel Daily News on a speeding subway train that travels along the giant Stimpy's rectum. After this close-up depiction of Ren's (total body) penetration of Stimpy's anal canal, Ren travels via various vital organs to Stimpy's brain, which he shatters. Stimpy soon recovers. The fundamental thrust is that Ren 'fucks Stimpy brainless' through his anus for another mutually happy ending. The South Park series (Parker and Stone) also contains spectacular depictions of anal birth, a personified anal product, and anal sex between male animals. However, none lead to consensual homoerotic ecstasy. In "Cartman Gets an Anal Probe", which spoofs Communion, Cartman is raped in his sleep by male space aliens who penetrate his anus with a probe. Thus 'impregnated', he experiences immense pain (and ridicule), until his blazing anus delivers an enormous satellite dish. Instead of Stinky-the-fart, South Park features the more 'fleshy' Mr Hankey, a non-denominational talking Christmas turd that resembles Mr Potato Head. "Big Gay Al's Gay Boat Ride" contains the only reference to 'gay' male sex in the series. Sparky, a stray "gay homosexual" dog mounts another male canine before anally raping yet another. The anus is not depicted in these scenes. Anything but eroticised, the unexposed human male anus is valorised in South Park as an arsenal of multiple farts which are either deployed as weapons against male enemies, or shared between male friends as penultimate acts of affection and sacrifice. In "Not without My Anus", Terrance and Phillip organise a stadium full of Canadians to don gasmasks and fart on cue, thus generating an enormous cloud of gas that kills Saddam Hussein. In "Chicken Pox", Phillip worries that he "won't be able to fart anymore", due to his anal cancer. After he and Terrance appear in surgery with their buttocks and heads (but not ani) exposed, the two men literally 'bond' through an (unseen) "anal transplant". Terrance donates half his anus to Phillip, who happily farts again after the successful operation. The "Cow Days" episode of South Park includes close-up images depicting the outside and inside of an anus. The Chamber of Farts sideshow ride first appears from the outside as a giant pair of pink body-less buttocks, decorated with a vampire bat, spider and cobwebs. After buying tickets, the schoolboys take the traincar ride into the Chamber through the front door -- a giant asterisk which designates the anal sphincter. Inside, the boys pass clothed male dummies (one with a bare front bottom) and a farting black oval anus. They exit through a back door between the spread legs of a farting clothed female dummy. This arrangement codes the anal chamber as female (or feminised), with the rear door configured as a 'pussy-farting' vagina, or (to borrow a gay term for the male anus), as 'backpussy'. Therein, the confusing boys-in-the-train-in-the-haunted-Chamber-of-Farts scenario seemingly expresses heterosexual male anxieties about engaging in (paid group) penetration of a female anus, because the act too readily evokes visions of the beastly queer male things gay men and Sparky do with (their or other) male ani. Eve Sedgwick has stressed that "there has been no important and sustained [modern] Western discourse in which women's anal eroticism means anything" (129). In the form of the Chamber of Farts, the eroticised female anus has been conflated by hysterical heterosexual males to mean something horrific. There are few other farting females in these cartoons. In the "Powdered Toast Man with Vitamin 'F'" segment of Ren and Stimpy, a girl and boy fart after eating Powdered Toast. An empowering image of an exploding atomic bomb is superimposed only over the fart-inflated pants of the girl. In South Park's "Not Without My Anus", Terrance's baby daughter farts once, but only to establish her resemblance to her father. Women contribute only in long shot to the fart cloud that kills Saddam Hussein. While the female anus is demeaned in South Park, other female flesh is overwhelmingly cast as terrifying. Barbara Creed has demonstrated that classic horror films feature seven female archetypes (archaic mother, monstrous womb, vampire, witch, possessed body, monstrous mother and castrator) that express male fears of the mythical vagina dentata. Versions of these 'monstrous-feminine' figures in South Park include the Conjoined Fetus Lady; Frieda (the herpes-spreading prostitute); Cartman's highly-sexed hermaphrodite-born mother; Aunt Flo (the red-haired "monthly visitor" who personifies menstruation and gives away a serial killer fish), Barbra Streisand's "spooky" face; Wendy and Ms Crabtree (with their gnashing teeth); and Stan's mother with her herpes-infected genitalia. While male genitals are celebrated in South Park, the anus is configured as the most grotesque zone of male flesh, sometimes through misogynist references. The penis and "chocolate salty balls" of the black man, Chef, are praised through descriptive (heterosexual) innuendo. One father's insult to another, "I wasn't born with a silver enema up my ass", exploits the experiences of birthing women who have received enemas. In Ren and Stimpy, on the other hand, horrific (hairy, muscled, excretive, male) flesh belongs to hyper-masculine bodies, and sex organs other than male genitalia are celebrated. The joyous anal birth of Stinky mimics, yet edifies, non-vaginal birth. Stinky-the-fart and his female codfish wife celebrate the joining of the odours of anal and vaginal flesh, which they respectively incarnate. Key episodes of Ren and Stimpy provided the seminal subversive representations of ani in the history of televised animated cartoons. In "Son of Stimpy" and "Blazing Entrails", the meta(eu)phoric valorisation of the creativity of gay anal eroticism, orgasmic farting, and gay fatherhood (through metadiegetic narratives of inter-male conception and anal birth) challenges the dominant homophobic culture which demonises the (anal) sexuality of gay men and denies them access to reproductive technologies and families. Ren and Stimpy also pioneered with a skit celebrating the farting power of the female anus. In South Park, these subversive themes have been twisted into misogynist and homophobic contexts. Perhaps the anal transplant innovatively satirises the seriousness of rectal (bowel, colon, and prostate) cancers. However, this scenario is overshadowed by the show's gynophobic grotesquerie of female flesh, exemplified by the disturbing graphic imag(in)ing of the sexualised farting female anus as a chamber of horrors. The representation of collective killer ani and inter-male (human and animal) anal rape as comedy, is also disturbing. There are no references to fleshy practices -- such as anal masturbation, pleasurable inter-male or inter-female human anal eroticism, or female penetrations of male ani -- which could upset the hetero-masculinist homosocial phallologocentric order. How sad. References Blazing Entrails." Dir. Bob Camp. Ren and Stimpy 4.43 (1994).Nickelodeon. The Ren and Stimpy Prime Time Show. TVQ10, Brisbane. 9 April 1995. Blazing Saddles. Dir. Mel Brooks. Warner Bros., 1974. Communion. Dir. Philippe Mora. Allied Vision, 1989. Creed, Barbara. The Monstrous~Feminine: Film, Feminism, Psychoanalysis. London: Routledge, 1993. Fantastic Voyage. Dir. Richard Fleischer. 20th Century Fox, 1966. "Powdered Toast man with Vitamin 'F'." Dir. John Kricfalusi. Ren and Stimpy 3.27 (1993). Nickelodeon. Big Breakfast. TVQ10, Brisbane. 14 May 1994. "Son of Stimpy." Dir. John Kricfalusi. Ren and Stimpy 2.19 (1992). Nickelodeon. The Ren and Stimpy Prime Time Show. TVQ10, Brisbane. 1995. Parker, Trey, and Matt Stone, dirs. "Big Gay Al's Big Gay Boat Ride." South Park 1.4 (1997). Comedy Partners/Celluloid Studios, U.S.A. SBS, Brisbane. 19 Oct. 1998. ---, dirs. "Cartman Gets an Anal Probe." South Park 1.1 (1997). SBS, Brisbane. 28 Sept. 1998. ---, dirs. "Chicken Pox." South Park 2.10 (1998). SBS, Brisbane. 12 Oct. 1998. ---, dirs. "Cowdays." South Park 2.13 (1998). SBS, Brisbane. 23 Nov. 1998. ---, dirs. "Mr Hankey." South Park 1.10 (1997). SBS, Brisbane. 5 Oct. 1998. ---, dirs. "Not Without My Anus." South Park 2.01 (1998). SBS, Brisbane. 31 Aug. 1998. Sedgwick, Eve K. "A Poem Is Being Written." Representations 17 (1987): 110-143. Citation reference for this article MLA style: Simon-Astley Scholfield. "How Funny?: Spectacular Ani in Animated Television Cartoons." M/C: A Journal of Media and Culture 2.3 (1999). [your date of access] <http://www.uq.edu.au/mc/9905/funny.php>. Chicago style: Simon-Astley Scholfield, "How Funny?: Spectacular Ani in Animated Television Cartoons," M/C: A Journal of Media and Culture 2, no. 3 (1999), <http://www.uq.edu.au/mc/9905/funny.php> ([your date of access]). APA style: Simon-Astley Scholfield. (1999) How funny?: spectacular ani in animated television cartoons. M/C: A Journal of Media and Culture 2(3). <http://www.uq.edu.au/mc/9905/funny.php> ([your date of access]).

Are male porn stars full-fledged citizens? Recent political developments make this question more than rhetorical. The Bush Justice Department, led by Attorney General John Ashcroft, has targeted the porn industry, beginning with its prosecution of Extreme Associates. More recently, the President requested an increase in the FBI’s 2005 budget for prosecuting obscenity, one of the few budget increases for the Bureau outside of its anti-terrorism program (Schmitt A1). To be sure, the concept of “citizen” is itself vexed. Citizenship, when obtained or granted, ostensibly legitimates a subject and opens up pathways to privilege: social, political, economic, etc. Yet all citizens do not seem to be created equal. “There is, in the operation of state-defined rules and in common practices an assumption of moral worth in which de facto as opposed to de jure rights of citizenship are defined as open to those who are deserving or who are capable of acting responsibly,” asserts feminist critic Linda McDowell. “The less deserving and the less responsible are defined as unworthy of or unfitted for the privileges of full citizenship” (150). Under this rubric, a citizen must measure up to a standard of “moral worth”—an individual is not a full-fledged citizen merely on the basis of birth or geographical placement. As McDowell concludes, “citizenship is not an inclusive but an exclusive concept” (150). Thus, in figuring out how male porn stars stand in regard to the question of citizenship, we must ask who determines “moral worth,” who distinguishes the less from the more deserving, and how people have come to agree on the “common practices” of citizenship. Many critics writing about citizenship, including McDowell, Michael Warner, Lauren Berlant, Russ Castronovo, Robyn Wiegman, Michael Moon, and Cathy Davidson (to name only a few) have located the nexus of “moral worth” in the body. In particular, the ability to make the body abstract, invisible, and non-identifiable has been the most desirable quality for a citizen to possess. White men seem ideally situated for such acts of “decorporealization,” and the white male body has been installed as the norm for citizenship. Conversely, women, people of color, and the ill and disabled, groups that are frequently defined by their very embodiment, find themselves more often subject to regulation. If the white male body is the standard, however, for “moral worth,” the white male porn star would seem to disrupt such calculations. Clearly, the profession demands that these men put their bodies very much in evidence, and the most famous porn stars, like John C. Holmes and Ron Jeremy, derive much of their popularity from their bodily excess. Jeremy’s struggle for “legitimacy,” and the tenuous position of men in the porn industry in general, demonstrate that even white males, when they cannot or will not aspire to abstraction and invisibility, will lose the privileges of citizenship. The right’s attack on pornography can thus be seen as yet another attempt to regulate and restrict citizenship, an effort that forces Jeremy and the industry that made him famous struggle for strategies of invisibility that will permit some mainstream acceptance. In American Anatomies, Robyn Wiegman points out that the idea of democratic citizenship rested on a distinct sense of the abstract and non-particular. The more “particular” an individual was, however, the less likely s/he could pass into the realm of citizen. “For those trapped by the discipline of the particular (women, slaves, the poor),” Wiegman writes, “the unmarked and universalized particularity of the white masculine prohibited their entrance into the abstraction of personhood that democratic equality supposedly entailed” (49). The norm of the “white masculine” caused others to signify “an incontrovertible difference” (49), so people who were visibly different (or perceived as visibly different) could be tyrannized over and regulated to ensure the purity of the norm. Like Wiegman, Lauren Berlant has written extensively about the ways in which the nation recognizes only one “official” body: “The white, male body is the relay to legitimation, but even more than that, the power to suppress that body, to cover its tracks and its traces, is the sign of real authority, according to constitutional fashion” (113). Berlant notes that “problem citizens”—most notably women of color—struggle with the problem of “surplus embodiment.” They cannot easily suppress their bodies, so they are subjected to the regulatory power of a law that defines them and consequently opens their bodies up to violation. To escape their “surplus embodiment,” those who can seek abstraction and invisibility because “sometimes a person doesn’t want to seek the dignity of an always-already-violated body, and wants to cast hers off, either for nothingness, or in a trade for some other, better model” (114). The question of “surplus embodiment” certainly has resonance for male porn stars. Peter Lehman has argued that hardcore pornography relies on images of large penises as signifiers of strength and virility. “The genre cannot tolerate a small, unerect penis,” Lehman asserts, “because the sight of the organ must convey the symbolic weight of the phallus” (175). The “power” of male porn stars derives from their visibility, from “meat shots” and “money shots.” Far from being abstract, decorporealized “persons,” male porn stars are fully embodied. In fact, the more “surplus embodiment” they possess, the more famous they become. Yet the very display that makes white male porn stars famous also seemingly disqualifies them from the “legitimacy” afforded the white male body. In the industry itself, male stars are losing authority to the “box-cover girls” who sell the product. One’s “surplus embodiment” might be a necessity for working in the industry, but, as Susan Faludi notes, “by choosing an erection as the proof of male utility, the male performer has hung his usefulness, as porn actor Jonathan Morgan observed, on ‘the one muscle on our body we can’t flex’” (547). When that muscle doesn’t work, a male porn star doesn’t become an abstraction—he becomes “other,” a joke, swept aside and deemed useless. Documentary filmmaker Scott J. Gill recognizes the tenuousness of the “citizenship” of male porn stars in his treatment of Ron Jeremy, “America’s most famous porn star.” The film, Porn Star: The Legend of Ron Jeremy (2001), opens with a clear acknowledgment of Jeremy’s body, as one voiceover explains how his nickname, “the Hedgehog,” derives from the fact that Jeremy is “small, fat, and very hairy.” Then, Gill intercuts the comments of various Jeremy fans: “An idol to an entire generation,” one young man opines; “One of the greatest men this country has ever seen,” suggests another. This opening scene concludes with an image of Jeremy, smirking and dressed in a warm-up suit with a large dollar sign necklace, standing in front of an American flag (an image repeated at the end of the film). This opening few minutes posit the Hedgehog as super-citizen, embraced as few Americans are. “Everyone wants to be Ron Jeremy,” another young fan proclaims. “They want his life.” Gill also juxtaposes “constitutional” forms of legitimacy that seemingly celebrate Jeremy’s bodily excess with the resultant discrimination that body actually engenders. In one clip, Jeremy exposes himself to comedian Rodney Dangerfield, who then sardonically comments, “All men are created equal—what bullshit!” Later, Gill employs a clip of a film in which Jeremy is dressed like Ben Franklin while in a voiceover porn director/historian Bill Margold notes that the Freeman decision “gave a birth certificate to a bastard industry—it legitimized us.” The juxtaposition thus posits Jeremy as a “founding father” of sorts, the most recognizable participant in an industry now going mainstream. Gill, however, emphasizes the double-edged nature of Jeremy’s fame and the price of his display. Immediately after the plaudits of the opening sequence, Gill includes clips from various Jeremy talk show appearances in which he is denounced as “scum” and told “You should go to jail just for all the things that you’ve helped make worse in this country” and “You should be shot.” Gill also shows a clearly dazed Jeremy in close-up confessing, “I hate myself. I want to find a knife and slit my wrists.” Though Jeremy does not seem serious, this comment comes into better focus as the film unfolds. Jeremy’s efforts to go “legit,” to break into mainstream film and leave his porn life behind, keep going off the tracks. In the meantime, Jeremy must fulfill his obligations to his current profession, including getting a monthly HIV test. “There’ll be one good thing about eventually getting out of the porn business,” he confesses as Gill shows scenes of a clearly nervous Jeremy awaiting results in a clinic waiting room, “to be able to stop taking these things every fucking month.” Gill shows that the life so many others would love to have requires an abuse of the body that fans never see. Jeremy is seeking to cast off that life, “either for nothingness, or in a trade for some other, better model.” Behind this “legend” is unseen pain and longing. Gill emphasizes the dichotomy between Jeremy (illegitimate) and “citizens” in his own designations. Adam Rifkin, director of Detroit Rock City, in which Jeremy has a small part, and Troy Duffy, another Jeremy pal, are referred to as “mainstream film directors.” When Jeremy returns to his home in Queens to visit his father, Arnold Hyatt is designated “physicist.” In fact, Jeremy’s father forbids his son from using the family name in his porn career. “I don’t want any confusion between myself and his line of work,” Hyatt confesses, “because I’m retired.” Denied his patronym, Jeremy is truly “illegitimate.” Despite his father’s understanding and support, Jeremy is on his own in the business he has chosen. Jeremy’s reputation also gets in the way of his mainstream dreams. “Sometimes all this fame can hurt you,” Jeremy himself notes. Rifkin admits that “People recognize Ron as a porn actor and immediately will ask me to remove him from the final cut.” Duffy concurs that Jeremy’s porn career has made him a pariah for some mainstream producers: “Stigma attached to him, and that’s all anybody’s ever gonna see.” Jeremy’s visibility, the “stigma” that people have “seen,” namely, his large penis and fat, hairy body, denies him the abstract personhood he needs to go “legitimate.” Thus, whether through the concerted efforts of the Justice Department or the informal, personal angst of a producer fearing a backlash against a film, Jeremy, as a representative of an immoral industry, finds himself subject to regulation. Indeed, as his “legitimate” filmography indicates, Jeremy has been cut out of more than half the films he has appeared in. The issue of “visibility” as the basis for regulation of hardcore pornography has its clearest articulation in Potter Stewart’s famous proclamation “I know it when I see it.” But as Bob Woodward and Scott Armstrong report in The Brethren, Stewart was not the only Justice who used visibility as a standard. Byron White’s personal definition was “no erect penises, no intercourse, no oral or anal sodomy” (193). William Brennan, too, had what his clerks called “the limp dick standard” (194). Erection, what Lehman has identified as the conveyance of the phallus, now became the point of departure for regulation, transferring, once again, the phallus to the “law.” When such governmental regulation failed First Amendment ratification, other forms of societal regulation kicked in. The porn industry has accommodated itself to this regulation, as Faludi observes, in its emphasis on “soft” versions of product for distribution to “legitimate” outlets like cable and hotels. “The version recut for TV would have to be entirely ‘soft,’” Faludi notes, “which meant, among other things, no erect penises and no semen” (547). The work of competent “woodsmen” like Jeremy now had to be made invisible to pass muster. Thus, even the penis could be conveyed to the viewer, a “fantasy penis,” as Katherine Frank has called it, that can be made to correlate to that viewer’s “fantasized identity” of himself (133-4). At the beginning of Porn Star, during the various homages paid to Jeremy, one fan draws a curious comparison: “There’s Elvis, and then there’s Ron.” Elvis’s early career had certainly been plagued by criticism related to his bodily excess. Musicologist Robert Fink has recently compared Presley’s July 2, 1956, recording of “Hound Dog” to music for strip tease, suggesting that Elvis used such subtle variations to challenge the law that was constantly impinging on his performances: “The Gray Lady was sensitive to the presence of quite traditional musical erotics—formal devices that cued the performer and audience to experience their bodies sexually—but not quite hep enough to accept a male performer recycling these musical signifiers of sex back to a female audience” (99). Eventually, though, Elvis stopped rebelling and sought respectability. Writing to President Nixon on December 21, 1970, Presley offered his services to help combat what he perceived to be a growing cultural insurgency. “The drug culture, the hippie elements, the SDS, Black Panthers, etc., do not consider me as their enemy or as they call it, The Establishment,” Presley confided. “I call it America and I love it” (Carroll 266). In short, Elvis wanted to use his icon status to help reinstate law and order, in the process demonstrating his own patriotism, his value and worth as a citizen. At the end of Porn Star, Jeremy, too, craves legitimacy. Whereas Elvis appealed to Nixon, Jeremy concludes by appealing to Steven Spielberg. Elvis received a badge from Nixon designating him as “special assistant” for the Bureau of Narcotics and Dangerous Drugs. Presumably Jeremy invests his legitimacy in a SAG card. Kenny Dollar, a Jeremy friend, unironically summarizes the final step the Hedgehog must take: “It’s time for Ron to go on and reach his full potential. Let him retire his dick.” That Jeremy must do the latter before having a chance for the former illustrates how “surplus embodiment” and “citizenship” remain inextricably entangled and mutually exclusive. References Berlant, Lauren. “National Brands/National Body: Imitation of Life.” Comparative American Identities: Race, Sex and Nationality in the Modern Text. Ed. Hortense Spillers. New York: Routledge, 1991: 110-140. Carroll, Andrew, ed. Letters of a Nation: A Collection of Extraordinary American Letters. New York: Broadway Books, 1999. Castronovo, Russ and Nelson, Dana D., eds. Materializing Democracy: Toward a Revitalized Cultural Politics. Durham: Duke University Press, 2002. Faludi, Susan. Stiffed: The Betrayal of the American Man. New York: William Morrow and Company, Inc., 1999. Fink, Robert. “Elvis Everywhere: Musicology and Popular Music Studies at the Twilight of the Canon.” Rock Over the Edge: Transformations in Popular Music Culture. Eds. Roger Beebe, Denise Fulbrook, and Ben Saunders. Durham: Duke University Press, 2002: 60-109. Frank, Katherine. G-Strings and Sympathy: Strip Club Regulars and Male Desire. Durham: Duke University Press, 2002. Gill, Scott J., dir. Porn Star: The Legend of Ron Jeremy. New Video Group, 2001. Lehman, Peter. Running Scared: Masculinity and the Representation of the Male Body. Philadelphia: Temple University Press, 1993. McDowell, Linda. Gender, Identity and Place: Understanding Feminist Geographies. Minneapolis: University of Minnesota Press, 1999. Moon, Michael and Davidson, Cathy N., eds. Subjects and Citizens: From Oroonoko to Anita Hill. Durham: Duke University Press, 1995. Schmitt, Richard B. “U. S. Plans to Escalate Porn Fight.” The Los Angeles Times 14 February 2004. A1. Wiegman, Robyn. American Anatomies: Theorizing Race and Gender. Durham: Duke University Press, 1995. Woodward, Bob and Armstrong, Scott. The Brethren: Inside the Supreme Court. New York: Simon and Schuster, 1979. MLA Style Russell, David. "The Tumescent Citizen: The Legend of Ron Jeremy." M/C Journal 7.4 (2004). 10 October 2004 <http://www.media-culture.org.au/0410/01_citizen.php>. APA Style Russell, D. (2004 Oct 11). The Tumescent Citizen: The Legend of Ron Jeremy, M/C Journal, 7(4). Retrieved Oct 10 2004 from <http://www.media-culture.org.au/0410/01_citizen.php>

Have you noticed the proliferation of access statistics icons on your favourite bands' Websites? How do you feel about being told you're visitor number 10870 to the Star Wars hate page? Have you wondered why you don't gain weight from all the cookies you seem to be getting from your Internet music retailer? Did you sign a complete stranger's online guestbook? Are you annoyed with the dozens of pop-up windows that keep asking you to 'RATE THIS SITE!!!'? Don't worry: it's not you, it's them. You're witnessing the symptoms of existential angst. In most media, to be seen, read, or heard is everything. To have an audience, preferably a large and loyal one, is crucial: in the mass media's views, audience size and share determines popularity, and popularity attracts private and/or public funding. 'Popular', for these media, doesn't mean much active intervention from the people (in contrast to the way the word is often used in cultural studies): 'popularity' means a solid base of dedicated and continuous users, preferably larger than that of their competitors. Commercial Websites must similarly justify their setup and running costs by the amount of visitors they attract, but not-for-profit and private Webmasters, too, usually need that knowledge to justify and reward the effort that has gone into the site. A Website without visitors might just as well not exist at all. The problem is that on the Web this form of popularity is almost impossible to determine with any accuracy -- despite the multitude of measuring methods you're likely to be subjected to within just an hour of heavy Web browsing. That's not to say that some major sites on the Web aren't quite obviously major sites: the Amazons, CDnows and Yahoo!s of the Web are clearly visited by thousands, even millions of users each day. But for the majority of medium and minor content providers, the situation is far from clear, especially if the attention is focussed on the relative audience shares between a number of comparable services. These providers have a hard time determining whether they're amongst the leading sites in their field, and whether they're known to and enjoyed by a sufficient share of their target audience. Such difficulties largely are a continuation of similar problems in other media, and so it's worth taking a brief tour through the depths of audience measurement elsewhere. Audience research has become an important industry, but what's often overlooked in the endless battle for better ratings is that those ratings are often quite misleading -- the more so the less material a medium appears. While for culture that is linked to material artefacts (books, CDs, videos, newspapers) some relatively credible circulation, sales and unsold returns figures can usually be obtained (although magazines often multiply these figures by a set number to generate more impressive 'readership' figures), there is no direct-feedback way of gauging how many listeners tune in to a particular radio programme, or watch a certain television show. The amount of 'hits' (to borrow a Web term) to a programme cannot be monitored by a station itself; instead, it relies on peoplemeters placed in a selection of supposedly representative households to log such accesses. Additionally, there is the general question of what consumers do with any product, and whether every access to it can honestly be counted towards its popularity: I may buy the weekend newspaper only for the personal ads, disregarding its editorial content; you may channel-surf across the available TV programmes without really watching any of them attentively -- and alternatively, I may make copies of a CD I've bought for any number of friends; and you may tape a radio programme to listen to (repeatedly, even) at a later time. This real-life context of accesses will usually either escape or confuse peoplemeter devices: they may keep a record of what channels the family TV was tuned in to at any particular time -- but what they cannot record was if a viewer has fallen asleep, turned the sound off while talking on the phone, or gone to the kitchen to fix dinner; or indeed if the VCR is at the same time recording another show. Additionally, it is also highly doubtful that households with peoplemeters accurately represent the viewing habits of the wider population: the anecdote that current affairs shows regularly rate extraordinarily well if they include a story about families with peoplemeters is only an obvious example here. The more diverse the range of situational settings for the consumption of a particular medium, the less likely is it that any sample group of consumers can accurately represent the audience as a whole -- and the more we study consumption contexts, the more individualised they appear, as Ang has pointed out for television: "emphasis on the situational embeddedness of audience practices and experiences inevitably undercuts the search for generalisations" which audience research with its scientific approach engages in (164). Above a certain level of situational diversity such generalisations can only find a lowest common denominator which is trivial and largely useless: a certain size of audience may have been tuned in at one time or another, but for how long or with what degree of satisfaction remains unclear. Recent developments in the mass media have only increased the diversity of access situations, however. First, there is the ongoing expansion in available media channels. Where in Australia there used to be only a handful of television networks, for example, the introduction of pay-TV has added dozens more channels, few of which are available to all viewers; and where there used to be only a few daily newspapers, the rise of carrier media such as the World Wide Web now means that readers can make the New York Times or the Süddeutsche Zeitung rather than the Sydney Morning Herald or, heaven forbid, the Courier-Mail their preferred morning paper, if they so desire. Such developments further underline the point that for example "the boundaries of 'television audience', even in the most simple, one dimensional terms, are impossible to define. Those boundaries are blurred rather than sharply demarcated, precarious rather than absolute" (Ang 154). This raises the general problem of defining the exact boundaries of a media market, and the channels through which this market is accessed by producers and consumers. A cultural product's 'popularity', if expressed in the number of accesses to the product, can only possibly be measured with any degree of accuracy at the bottlenecks through which products must pass into and out of the market: for material goods, this is the distribution process, where the number of products (newspapers, books, CDs, etc.) shipped can be listed against the number of unsold products returned, and circulation figures can be calculated. (Whatever the means of measurement at these bottlenecks, it is clear that the measurement itself must be automatic, and cannot rely on the users themselves: survey-based audience research results are questionable ab initio, since they are drawn only from that part of the audience that is willing to participate, and thus rule out those users which may variously be less active or less interested, or conversely more suspicious or more active -- and thus too busy to fill in a survey.) For less 'material' cultural products, the bottlenecks reside in the equipment needed to send and receive them: radio and TV sets, for example -- but as we have seen, this bottleneck can be bypassed with the help of sound and video recorders, and new media forms such as the Internet, which provide additional access channels to the older media; it is also a bottleneck that is less accessible to researchers than that on the distributors' side. How many peoplemeters are there next to PCs with TV tuner cards? How should accesses to online editions be figured into the circulation numbers of newspapers? Ironically, unlike electronic broadcast media the Internet does appear to offer a way to directly measure audience access to content, of course: as a 'pull' medium which requires the user to request content individually rather than the provider to send programming indiscriminately, such individual accesses (predominantly to Web pages) can be monitored. But for the same reason that peoplemeter statistics are fundamentally inaccurate, so are Web counter data: accesses ('hits') don't equal readers, since Web browsers may jump elsewhere without having read a whole page, and since proxy servers may access a page once, but redistribute that page to any number of clients. Again, the situational context of access cannot be monitored with such relatively simplistic measures -- and it can be argued that the range of diversity for Web access situations is even greater than it is for other electronic mass media; while TV access (with any degree of attention), for example, remains largely in recreational settings, engaged Web access spreads from these to offices, laboratories, libraries, and cafés. Ironically, unlike electronic broadcast media the Internet does appear to offer a way to directly measure audience access to content, of course: as a 'pull' medium which requires the user to request content individually rather than the provider to send programming indiscriminately, such individual accesses (predominantly to Web pages) can be monitored. But for the same reason that peoplemeter statistics are fundamentally inaccurate, so are Web counter data: accesses ('hits') don't equal readers, since Web browsers may jump elsewhere without having read a whole page, and since proxy servers may access a page once, but redistribute that page to any number of clients. Again, the situational context of access cannot be monitored with such relatively simplistic measures -- and it can be argued that the range of diversity for Web access situations is even greater than it is for other electronic mass media; while TV access (with any degree of attention), for example, remains largely in recreational settings, engaged Web access spreads from these to offices, laboratories, libraries, and cafés. Ironically, unlike electronic broadcast media the Internet does appear to offer a way to directly measure audience access to content, of course: as a 'pull' medium which requires the user to request content individually rather than the provider to send programming indiscriminately, such individual accesses (predominantly to Web pages) can be monitored. But for the same reason that peoplemeter statistics are fundamentally inaccurate, so are Web counter data: accesses ('hits') don't equal readers, since Web browsers may jump elsewhere without having read a whole page, and since proxy servers may access a page once, but redistribute that page to any number of clients. Again, the situational context of access cannot be monitored with such relatively simplistic measures -- and it can be argued that the range of diversity for Web access situations is even greater than it is for other electronic mass media; while TV access (with any degree of attention), for example, remains largely in recreational settings, engaged Web access spreads from these to offices, laboratories, libraries, and cafés. Cultural producers can still take some information from their access statistics, of course -- no matter how inaccurate the figures, a thousand hits per day are still better than ten, and while page reloads and browsing durations may indicate technical problems or extraneous distractions just as much as attentive engagement, such data too may be useful to some extent. Web publishers may even try to compare their figures with those of other Websites which they regard as competitors in the field. It has become impossible, though, to claim market and audience shares with any degree of accuracy: when the total size of the audience cannot be determined, no percentages can be calculated; ratings-based systems will fail. This is a major shift especially for the entertainment industry, where ratings battles have become notorious; it is a shift directly related to the unregulated, unlimited nature of the online market, where no limits on the number of competitors exist or can be enforced (a situation markedly different from that in the practically closed TV and radio markets in many countries), and it is a shift which may lead to some deal of paranoia on the part of the established media outlets: on the Web, there is always a danger that upstart competitors could snatch a share of the market (a development, moreover, which wouldn't show early on in any ratings figures). While popularity ratings weren't an exact science at the best of times, then, they are becoming hopelessly inaccurate as media and audiences change -- not just in the case of the Web, but (as we gradually move towards a much-anticipated media convergence) in the case of many others as well. Few media forms will remain unaffected by these developments: as 'pop' music fragments into multitudes of sub-genres, for example, each with their own radio stations (terrestrial as well as online), publications, record labels, CD shops, or even online distribution schemes, does it still make sense to speak of 'popular' music? As we gain access to a global media market with Thai newspapers, Brazilian radio stations, and German TV programmes only a click of the mouse away, is there still a point to local or national ratings figures? Such questions haven't necessarily stopped ratings users from relying on them in the past, of course -- Ang's critique of TV audience ratings was published in 1991, but the ratings appear no less important to TV stations now than they did then. Ang expected this: "television institutions ... are likely to continue the quest for encompassing, objectified constructions of 'television audience' -- as the continued search for the perfect audience measurement technology suggests" (155). For newer media like the Web, though, this troubled experience with audience measurement in television and elsewhere, and the many impracticalities of accurately measuring Web audiences, may serve to tame the desire for similarly "conveniently objectified information" (Ang 152) on audience participational patterns -- information which fails to take note of the context of such participation -- before that desire develops into a TV-style obsession with one's own popularity as expressed through ratings and audience sizes. Indeed, once the novelty of Website access statistics has worn off, perhaps this is where we return to a different conception of 'popularity'. As the mass media splinter into collections of specialty channels, as the audience differentiates into individuals belonging to and moving through any number of interest groups in the course of a single day, with each group gradually gaining access to their own channels, and as many-to-many media give certain people (though not everybody) the ability to communicate without the need to subject themselves to mediation by any existing media institution, perhaps the translation of 'popular' as 'from the people' is once again on the ascendancy. And at the very least, as the ratings' accuracy continues to deteriorate, so will their relevance and importance, and cultural producers may feel less strongly the need to appeal to the lowest common taste denominator. That can't be a bad thing. References Ang, Ien. Desperately Seeking the Audience. London: Routledge, 1991. Citation reference for this article MLA style: Axel Bruns. "What's Pop, and What's Not? Measuring Popularity in the Many-to-Many Age." M/C: A Journal of Media and Culture 2.4 (1999). [your date of access] <http://www.uq.edu.au/mc/9906/what.php>. Chicago style: Axel Bruns, "What's Pop, and What's Not? Measuring Popularity in the Many-to-Many Age," M/C: A Journal of Media and Culture 2, no. 4 (1999), <http://www.uq.edu.au/mc/9906/what.php> ([your date of access]). APA style: Axel Bruns. (1999) What's pop, and what's not? Measuring popularity in the many-to-many age. M/C: A Journal of Media and Culture 2(4). <http://www.uq.edu.au/mc/9906/what.php> ([your date of access]).

Memory depends on void, as void depends on memory, to think. -- Anne Carson Sunday, 26th December, 1999 It was a peculiar ritual to perform to bring a personal end to the twentieth century. A journey through the snow to visit Egypt, at the Metropolitan Museum in Manhattan. I took two books, the latest New Yorker and the New York Times to keep me company. Ancient Egyptian funeral art fascinates me. How unreadable it is. Perhaps it isn't meant to be read. If it is addressed to anyone, or anything, it isn't human. It addresses otherness itself, eternity. Serenity masks, and faces, nothingness. A reminder of how little a decade, or a century matters, even a millennium, compared to these fragments of monuments that could stare down handfuls of years in their thousands -- and still not blink. As Paul Valery wrote: "we later civilisations ... we too now know we are mortal. We had long heard tell of whole worlds that had vanished, of empires sunk without a trace, gone down with all their men and all their machines into the unexplorable depths of the centuries..." (23). Our ancestors may have conquered space, spread ourselves thin across the bread of the earth, but Egypt conquered time. Their empires of the dead will probably still be living when the last of ours are rat food. As Paul Valery wrote: "we later civilisations ... we too now know we are mortal. We had long heard tell of whole worlds that had vanished, of empires sunk without a trace, gone down with all their men and all their machines into the unexplorable depths of the centuries..." (23). Our ancestors may have conquered space, spread ourselves thin across the bread of the earth, but Egypt conquered time. Their empires of the dead will probably still be living when the last of ours are rat food. Thanks to universal standard time, everyone could know where they stood in relation to the planet's movement. Thanks to geopositioning, everyone could know the coordinates upon the map that corresponded to the patch of earth under foot. As the world turned, an arc of humans from one latitude to another could experience the arbitrary yet somehow convincing sensation of leaving the twentieth century. As the New Yorker reported: "in a daring act of multiculturalism, the good people of Tonga rose at midnight to sing the 'Hallelujah Chorus' from Handel's Messiah" (Lane 24). Meanwhile, in New York, the Caligula of capital George Soros offered his 250-odd guests bronze medallions featuring etched profiles of himself, and the inscription: "Enlightened by the Past. Embraced by the present. Empowered by the future" (Cassidy 26). Y2K kept bothering me. It was all a little too much data hitting the sensoria. I tried to ignore it, to think about Egypt. I thought that if I closed my eyes to the world's turning, it would go away. It won't go away. Not any more. There is nowhere left to hide. At twilight, in the desert, your satellite phone rings. It's a telemarketer. Egypt is exhausting, even at the Met. There's so many objects, so much information. I'd brought a book or two, so I could pause for coffee and make some notes. The books were by Harold Innis, that quirky old communication theorist. He's a detour, like Egypt, but he'll get us to where I want to go, to thinking media. Egypt is exhausting, even at the Met. There's so many objects, so much information. I'd brought a book or two, so I could pause for coffee and make some notes. The books were by Harold Innis, that quirky old communication theorist. He's a detour, like Egypt, but he'll get us to where I want to go, to thinking media. A simple observation. Consider what it makes it possible to think: "empires must be considered from the standpoint of two dimensions, those of space and time, and persist by overcoming the bias of media, which over-emphasise either dimension. They have tended to flourish under conditions in which civilisation reflects the influence of more than one medium and in which the bias of one medium toward decentralisation is offset by the bias of another toward centralisation" (Empire 7). Consider, for instance, Egypt, where: "a concern with problems of space and time appears to have marked the beginnings of civilisation... A change from a pre-dynastic to dynastic society, or a precise recognition of time... appears to have coincided with writing, monumental architecture and sculpture" (Bias 92). Kings and priests colonised time. "The permanence of death became a basis of continuity through the development of the idea of immortality, preservation of the body, and development of writing in the tombs by which the magical power of the spoken word was perpetuated in pictorial representation of the funeral ritual" (Bias 93). On the one hand, "the pyramids were an index to power over time" (Bias 135). On the other, "by escaping from the heavy medium of stone, thought gained lightness" (Empire 16). The papyrus document became the means for scribes and soldiers to colonise space. These different media, with their different properties, were the basis of a flexible continuity and integrity for the empire, but also a source of conflict within it. "The profound disturbances in Egyptian civilisation involved in the shift from absolute monarchy to a more democratic organisation coincides with a shift in emphasis on stone as a medium of communicating or as a basis of prestige, as shown in the pyramids, to an emphasis on papyrus" (Empire 15). But it was not to last. Egypt "failed to establish a stable compromise between a bias dependent on stone in the pyramids and a bias dependent on papyrus and hieroglyphics" (Bias 96). Failed, and yet succeeded, in replicating itself by virtue of the fascination those of us who, like Valery, see something strikingly different in the shape of this ancient space and time. There's some irony in monuments to eternity being themselves preserved at the Met. "The emphasis of a civilisation on means of extending its duration as in Egypt accompanied by reliance on permanence gives that civilisation a prominent position in periods such as the present when time is of little significance" (Bias 66). What can you say about a civilisation that gives itself an early mark and toddles into its second millennium a year early? One in which global empires grow and merge and collapse each week on the lone and level sands of the market. Or where Danny Hillis, Silicon Valley magus, is making a monument to last out the centuries -- and it's a clock. What is to become of it all? Consider this observation, by Innis, of what became of Egypt: "we can perhaps assume that the use of a medium of communication over a long period will to some extent determine the character of knowledge to be communicated and suggest that its pervasive influence will eventually create a civilisation in which life and flexibility will become exceedingly difficult to maintain and that the advantages of a new medium will become such as to lead to the emergence of a new civilisation" (Bias 34). The scribes and the priests, between them, ran things, and for centuries kept control of the skills to do so. This very facility became a limit, making the empire vulnerable to stagnation and conquest from without. Consider how this might work out in more recent times, when monopolies guard their source code and battle against open source technologies. Innis writes that "a simple flexible system of writing admits of adaptation to the vernacular but slowness of adaptation facilitates monopoly of knowledge and hierarchies" (Bias 4). Microsoft write twentieth century hieroglyphics. It is an empire with an Egyptian approach to source code intended to perpetuate itself through time, even at the risk of arresting flexible and adaptive approaches to creating communication tools anywhere else. Or take the lead story that greeted me over coffee in the Met's cafe: AMERICA ONLINE AGREES TO BUY TIME WARNER FOR $165 BILLION; MEDIA DEAL IS RICHEST MERGER (New York Times 11 Jan 2000). This is the way of things now. Vigorous new empires annex old Egypts in a burst of press release fireworks. Empires that straddle continents but are not built to last much longer than London's Millennium Dome, structures held aloft by tensed steel cables, built to be seen on television by distant cousins by not by any descendants. We may have left the twentieth century, but has it left us? Its ruins lie about us, persisting, insisting. Its miniature monuments lie in the landfill of memory. So many new ways that were discovered, during the century, for impressing the century on memory. Perhaps that's why so little of its architecture is built to last. The great pyramid of Las Vegas is an image preserved in a million snapshots. The monument has become something miniature, even molecular. Exotic pesticide residues now shop up in Antarctic penguins. As Gilles Deleuze and Felix Guattari write: "a monument does not commemorate or celebrate something that happened but confides to the ear of the future the persistent sensations that embody the event" (176). Perhaps Innis is wrong about this civilisation. It looks like its bias is towards the colonising of space, but in its own way it has colonised time, too. It communicates its chaos, its blind will to creative destruction, through the pulverising of every last particle of the earth. The twentieth century's answer to the pyramids, it's ongoing contributions to civilisation, are the death factories of the Holocaust and the negative architecture of the bombing of Hiroshima. And yet, those memories aside, it was also the century in which for the first time one glimpses a possible life outside the monopoly of knowledge by priests and scribes, where no matter how hard they try, empires can no longer control for millennia the flows of information that allow them to colonise space and time. I'm tempted to say that if Egypt lives on in the Book of the Dead, our time will live on as a Book of the Undead. It left its mark by mummifying nothing except change itself. But the book is one of the things the twentieth century changed too. As Friedrich Kittler writes, "as long as the book was responsible for all serial data flows, words quivered with sensuality and memory" (10). But the book has lost its sovereignty. The scribes and priests and scholars who monopolised knowledge and prestige through mastery of textual codes are going the way of their Egyptian precursors, into the museums. References Cassidy, John. "The Well-Heeled and the Wonky Toast the Millennium." New Yorker 17 Jan. 2000: Deleuze, Gilles, and Félix Guattari. What Is Philosophy? London: Verso, 1994. Innis, Harold A. The Bias of Communication. Toronto: U of Toronto P, 1964. ---. Empire and Communications. Toronto: U of Toronto P, 1972. Friedrich A. Kittler. Gramophone, Film, Typewriter. Stanford: Stanford UP, 1999. Anthony Lane. "The New Year Stumbles In." New Yorker 17 Jan. 2000: 24. Paul Valery. The Outlook for Intelligence. Princeton: Princeton UP, 1989. Citation reference for this article MLA style: McKenzie Wark. "Book of the Undead." M/C: A Journal of Media and Culture 3.3 (2000). [your date of access] <http://www.api-network.com/mc/0006/undead.php>. Chicago style: McKenzie Wark, "Book of the Undead," M/C: A Journal of Media and Culture 3, no. 3 (200x), <http://www.api-network.com/mc/0006/undead.php> ([your date of access]). APA style: McKenzie Wark. (2000) Book of the Undead. M/C: A Journal of Media and Culture 3(3). <http://www.api-network.com/mc/0006/undead.php> ([your date of access]).

Introduction Presidents “define who Americans are—often by declaring who they aren’t”, and “by their very utterances […] have shaped our sense of who we are as Americans” (Stuckey, front cover). This advocacy of some groups and policies to the exclusion of others has been facilitated in the United States’ political culture by the country music industry. Indeed, President Richard Nixon said of country music that it “radiates a love of this nation—a patriotism,” adding that it “makes America a better country” (Bufwack and Oermann 328). Country music’s ardent support of American military conflict, including Vietnam, has led to its long-term support of Republican candidates. There has been a general lack of scholarly interest, however, in how country music has promoted Republican definitions of what it means to be an American. Accordingly, we have two primary objectives. First, we will demonstrate that Republicans, aided by country music, have used the theme of defence of “country,” especially post-9/11, to attempt to intimidate detractors. Secondly, Republicans have questioned the love of “country,” or “patriotism,” of their electoral opponents just as country musicians have attempted to silence their own critics. This research is timely in that little has been done to merge Presidential advocacy and country music; furthermore, with the election of a new President mere days away, it is important to highlight the tendencies toward intolerance that both conservatism and country music have historically shared. Defence of ‘Country’ After the 9/11 attacks, President George W. Bush addressed the nation before a Joint Session of Congress on 20 September 2001. During this speech, the president threatened the international community and raised the spectre of fear in Americans both while drawing distinctions between the United States and its enemies. This message was reflected and reinforced by several patriotic anthems composed by country artists, thus enhancing its effect. In his remarks before Congress, Bush challenged the international community: “Either you are with us, or you are with the terrorists;” thus “advocating some groups to the exclusion of others” on the international stage (20 September 2001). With these words, the President expanded the definition of the United States’ enemies to include not only those responsible for the 9/11 attacks, but also anyone who refused to support him. Republican Senator John McCain’s hawkishness regarding the attacks mirrored the President’s. “There is a system out there or network, and that network is going to have to be attacked,” McCain said the next morning on ABC (American Broadcasting Company) News. Within a month he made clear his priority: “Very obviously Iraq is the first country,” he declared on CNN. Later he yelled to a crowd of sailors and airmen: “Next up, Baghdad!” (http://www.iht.com/articles/2008/08/17/america/mccain.php). Bush’s address also encouraged Americans at home to “be calm and resolute, even in the face of a continuing threat” (20 September 2001). The subtle “us vs. them” tension here is between citizens and those who would threaten them. Bush added that “freedom and fear” had always “been at war” and “God is not neutral between them” (20 September 2001) suggesting a dualism between God and Satan with God clearly supporting the cause of the United States. Craig Allen Smith’s research refers to this as Bush’s “angel/devil jeremiad.” The President’s emphasis on fear, specifically the fear that the American way of life was being assailed, translated into public policy including the creation of the Department of Homeland Security and the Patriot Act. This strategic nomenclature strengthened the power of the federal government and has been used by Republicans to suggest that if a candidate or citizen is not a terrorist then what does he/she have to fear from the government? The impact of Bush’s rhetoric of fear has of late been evaluated by scholars who have termed it “melodrama” in international affairs (Anker; Sampert and Treiberg). To disseminate his message for Americans to support his defence of “country,” Bush needed look no further than country music. David Firestein, a State Department diplomat and published authority on country music, asserted that the Bush team “recognised the power of country music as a political communication device” (86). The administration’s appeal to country music is linked to what Firestein called the “honky-tonk gap” which delineates red states and blue states. In an analysis of census data, Radio-Locator’s comprehensive listing by state of country music radio stations, and the official 2004 election results, he concluded that If you were to overlay a map of the current country music fan base onto the iconic red-and-blue map of the United States, you would find that its contours coincide virtually identically with those of the red state region. (84) And country musicians were indeed powerful in communicating the Republican message after 9/11. Several country musicians tapped into Bush’s defence of country rhetoric with a spate of songs including Alan Jackson’s Where Were You? (When the World Stopped Turning), Toby Keith’s Courtesy of the Red, White, and Blue (the Angry American), and Darryl Worley’s Have You Forgotten? to name a few. Note how well the music parallels Bush’s attempt to define Americans. For instance, one of the lines from Keith’s Courtesy of the Red, White, and Blue (the Angry American) speaks of those who have given their lives so that other Americans may rest peacefully. This sentiment is reiterated by the theme of Worley’s Have You Forgotten? in which he talks of spending time with soldiers who have no doubts about why they are at war. Both songs implicitly indict the listener for betraying United States soldiers if his/her support for the Iraqi war wanes or, put in Bush terms, the listener would become a supporter of “terrorism.” Country music’s appeal to middle-America’s red state conservatism has made the genre a natural vehicle for supporting the defence of country. Indeed, country songs have been written about every war in United States history; most expressing support for the conflict and the troops as opposed to protesting the United States’ action: “Since the Civil War and Reconstruction, ‘Dixie’ has always been the bellwether of patriotic fervour in time of war and even as the situation in Vietnam reached its lowest point and support for the war began to fade, the South and its distinctive music remained solidly supportive” (Andresen 105). Historically, country music has a long tradition of attempting to “define who Americans were by defining who they weren’t” (Stuckey). As Bufwack and Oermann note within country music “images of a reactionary South were not hard to find.” They add “Dixie fertilized ‘three r’s’ – the right, racism, and religion” (328). Country musicians supported the United States’ failed intervention in Vietnam with such songs as It’s for God and Country and You Mom (That’s Why I’m Fighting In Vietnam), and even justified the American massacre of noncombatants at My Lai in the Battle Hymn of Lt. Calley (328). Thus, a right-wing response to the current military involvement in Iraq was not unexpected from the industry and the honky-tonk state listeners. During the current election, Republican presidential nominee McCain has also received a boost from the country music genre as John Rich, of Big and Rich, wrote Raising McCain, a musical tribute to McCain’s military service used as his campaign theme song. The song, debuted at a campaign rally on 1 August 2008, in Florida, mentions McCain’s ‘Prisoner of War’ status to keep the focus on the war and challenge those who would question it. Scholars have researched the demographics of the country music listener as they have evaluated the massification theory: the notion that the availability of a widespread media culture would break down social and cultural barriers and result in a “homogenised” society as opposed to the results of government-controlled media in non-democratic countries (Peterson and DiMaggio). They have determined that the massification theory has only been partially demonstrated in that regional and class barriers have eroded to some extent but country music listeners are still predominately white and older (Peterson and DiMaggio 504). These individuals do tend to be more conservative within the United States’ political culture, and militarism has a long history within both country music and conservatism. If the bad news of the massification theory is that a mass media market may not perpetuate a homogenous society, there is good news. The more onerous fears that the government will work in tandem with the media to control the people in a democracy seem not to have been borne out over time. Although President Bush’s fear tactics were met with obsequious silence initially, resistance to the unquestioning support of the war has steadily grown. In 2003, a worldwide rally opposed the invasion of Iraq because it was a sovereign state and because the Bush doctrine lacked United Nations’ support. Further opposition in the United States included rallies and concerts as well as the powerful display in major cities across the nation of pairs of combat boots representing fallen soldiers (Olson). Bush’s popularity has dropped precipitously, with his disapproval ratings higher than any President in history at 71% (Steinhauser). While the current economic woes have certainly been a factor, the campaigns of Barack Obama and John McCain can also be viewed as a referendum on the Bush war. The American resistance to the Bush rhetoric and the Iraq war is all the more significant in light of research indicating that citizens incorrectly believe that the opposition to the Vietnam War was typified by protests against the troops rather than the war itself (Beamish). This false notion has empowered the Republicans and country musicians to challenge the patriotism of anyone who would subsequently oppose the military involvement of the United States, and it is to this topic of patriotism that we now turn. Patriotism Patriotism can be an effective way for presidential candidates to connect with voters (Sullivan et al). It has been a particularly salient issue since the 9/11 attacks and the wars in Iraq and Afghanistan. Ironically, George W. Bush, a man whose limited military service had been the subject of debate in 2000, was able to employ the persistent patriotic themes of country music to his electoral advantage. In fact, Firestein argued that country music radio had a greater effect on the 2004 election than any ads run by issue groups because it “inculcated and reinforced conservative values in the red state electorate, helped frame the issues of the day on terms favourable to the conservative position on those issues, and primed red state voters to respond positively to President Bush’s basic campaign message of family, country, and God” (Firestein 83). Bush even employed Only in America, a patriotic anthem performed by Brooks and Dunn, as a campaign theme song, because the war and patriotism played such a prominent role in the election. That the Bush re-election campaign successfully cast doubt on the patriotism of three-time Purple Heart winner, Democratic Senator John Kerry, during the campaign is evidence of Firestein’s assertion. The criticism was based on a book: Unfit for Command: Swift Boat Veterans Speak Out Against John Kerry (O’Neill and Corsi). The book was followed by advertisements funded by Swift Boat Veterans for Truth which included unsubstantiated claims that Kerry lied or exaggerated his combat role in Vietnam in order to obtain two of his Purple Hearts and his Bronze Star; the testimony of Kerry’s crewmen and Navy records notwithstanding, these ads were effective in smearing Kerry’s service record and providing the President with an electoral advantage. As far as country music was concerned, the 2004 election played out against the backdrop of the battle between the patriotic Toby Keith and the anti-American Dixie Chicks. The Dixie Chicks were berated after lead singer Natalie Maines’s anti-Bush comments during a concert in London. The trio’s song about an American soldier killed in action, Travelin’ Soldier, quickly fell from the top spot of the country music charts. Moreover, while male singers such as Keith, Darryl Worley, and Alan Jackson received accolades for their post 9/11 artistic efforts, the Dixie Chicks endured a vitriolic reaction from country music fans as their CDs were burned, country radio refused to play their music, their names were added to an internet list of traitors, their concerts were protested by Bush supporters, and their lives were even threatened (http://www.poppolitics.com/archives/2003/04/Bandwagon). Speaking from experience at the 2008 Democratic National Convention, Kerry addressed the issue of patriotism stating: This election is a chance for America to tell the merchants of fear and division: you don’t decide who loves this country; you don’t decide who is a patriot; you don’t decide whose service counts and whose doesn’t. […] After all, patriotism is not love of power or some cheap trick to win votes; patriotism is love of country. (http://www.clipsandcomment.com/2008/08/27/full-text-john-kerry-speech-democratic-national-convention/) Kerry broached the issue because of the constant attacks on the patriotism of Democratic nominee, Senator Barack Obama. At the most basic level, many of the attacks questioned whether Obama was even an American. Internet rumours persisted that Obama was a Muslim who was not even an American citizen. The attacks intensified when the Obamas’ pastor, Reverend Jeremiah Wright, came under fire for comments made during a sermon in which he stated “God damn America.” As a result, Obama was forced to distance himself from his pastor and his church. Obama was also criticised for not wearing a United States flag lapel pin. When Michelle Obama stated for the “first time [she was] proud of her country” for its willingness to embrace change in February of 2008, Cindy McCain responded that she “had always been proud of her country” with the implication being, of course, a lack of patriotism on the part of Michelle Obama. Even the 13 July 2008 cover of the liberal New Yorker portrayed the couple as flag-burning Muslim terrorists. During the 2008 election campaign, McCain has attempted to appeal to patriotism in a number of ways. First, McCain’s POW experience in Vietnam has been front and centre as he touts his experience in foreign policy. Second, the slogan of the campaign is “Country First” implying that the Obama campaign does not put the United States first. Third, McCain’s running mate, Alaska Governor Sarah Palin, insisted in a speech on 4 October 2008, that Barack Obama has been “palling around with terrorists who would target their own country.” Her reference was to Obama’s acquaintance, Bill Ayers, who was involved in a series of Vietnam era bombings; the implication, however, was that Obama has terrorist ties and is unpatriotic. Palin stood behind her comments even though several major news organisations had concluded that the relationship was not significant as Ayers’ terrorist activities occurred when Obama was eight-years-old. This recent example is illustrative of Republican attempts to question the patriotism of Democrats for their electoral advantage. Country music has again sided with the Republicans particularly with Raising McCain. However, the Democrats may have realised the potential of the genre as Obama chose Only in America as the song played after his acceptance speech at the Democratic Convention. He has also attempted to reach rural voters by starting his post-convention campaign in Bristol, Virginia, a small, conservative town. Conclusion Thus, in the wake of 9/11, Republicans seized the opportunity to control the culture through fear and patriotic fervour. They were facilitated in this endeavor by the country music industry with songs that that would questions the motives, defence of “country,” and patriotism, of anyone who would question the Bush administration. This alliance between country music and the right is an historically strong one, and we recommend more research on this vital topic. While this election may indeed be a referendum on the war, it has been influenced by an economic downturn as well. Ultimately, Democrats will have to convince rural voters that they share their values; they don’t have the same edge as Republicans without the reliance of country music. However, the dynamic of country music has changed to somewhat reflect the war fatigue since the 2004 campaign. The Angry American, Toby Keith, has admitted that he is actually a Democrat, and country music listeners have grown tired of the “barrage of pro-troop sentiment,” especially since the summer of 2005 (Willman 115). As Joe Galante, the chief of the RCA family of labels in Nashville, stated, “It’s the relatability. Kerry never really spent time listening to some of those people” (Willman 201). Bill Clinton, a Southern governor, certainly had relatability, carrying the normally red states and overcoming the honky-tonk gap, and Obama has seen the benefit of country music by playing it as the grand finale of the Democratic Convention. Nevertheless, we recommend more research on the “melodrama” theory of the Presidency as the dynamics of the relationship between the Presidency and the country music genre are currently evolving. References Andreson, Lee. Battle Notes: Music of the Vietnam War. 2nd ed. Superior, WI: Savage Press, 2003. Anker, Elisabeth. “Villains, Victims and Heroes: Melodrama, Media and September 11th.” Journal of Communication. 55.1 (2005): 22-37. Baker, Peter and David Brown. “Bush Tries to Tone Down High-Pitched Debate on Iraq.” Monday, 21November 2005, Page A04. washingtonpost.com Beamish, Thomas D., Harvey Molotch, and Richard Flacks. “Who Supports the Troops? Vietnam, the Gulf War, and the Making of Collective Memory.” Social Problems. 42.3 (1995): 344-60. Brooks and Dunn. Only in America. Arista Records, 2003. Bufwack, Mary A. and Robert K. Oermann. Finding Her Voice The Saga of Women in Country Music. New York: Crown Publishers, 1993. Dixie Chicks. “Travelin Soldier.” Home. Columbia. 27 August 2002. Firestein, David J. “The Honky-Tonk Gap.” Vital Speeches of the Day. 72.3 (2006): 83-88. Jackson, Alan. Where Were You? (When the World Stopped Turning) Very Best of Alan Jackson. Nashville: Arista, 2004. Keith, Toby. Courtesy of the Red, White and Blue (The Angry American). Nashville: Dreamworks. November 9, 2004. Olson, Scott. “Chicago remembers war dead with 500 pairs of empty boots.” 22 January 2004. http://www.usatoday.com/news/nation/2004-01-22-chicago-boots_x.htm O’Neill, John E. and Jerome L. Corsi. “Unfit for Command Swift Boat Veterans Speak Out Against John Kerry.” Washington D.C.: Regnery Publishing, 2004. Peterson, Richard A. and Peter Di Maggio. “From Region to Class, the Changing Locus of Country Music. A Test of the Massification Hypothesis.” Social Forces. 53.3 (1975): 497-506. Rich, John. Raising McCain. Production information unavailable. Sampert, Shannon, and Natasja Treiberg. “The Reification of the ?American Soldier?: Popular Culture, American Foreign Policy, and Country Music.” Paper presented at the International Studies Association 48th Annual Convention, Chicago, Illinois, United States, 28 February 2007. Smith, Craig Allen. “President Bush’s Enthymeme of Evil: The Amalgamation of 9/11, Iraq, and Moral Values.” American Behavioral Scientist. 49 (2005): 32-47. Steinhauser, Paul. “Poll: More disapprove of Bush that any other president.” Politics Cnn.politics.com. 1 May 2008. Stuckey, Mary E. Defining Americans: The Presidency and National Identity. Lawrence: UP of Kansas, 2004. Sullivan, John L., Amy Fried, Mary G. Dietz. 1992. “Patriotism, Politics, and the Presidential Election of 1988.” American Journal of Political Science. 36.1 (1992): 200-234. Willman, Chris. Rednecks and Bluenecks: The Politics of Country Music. New York: The New Press, 2005. Worley, Darryl. Have You Forgotten? Nashville: Dreamworks, 2003.

Since the first days of the World Wide Web, artists like myself have been exploring the new possibilities of network interactivity. Some good tools and languages have been developed and made available free for the public to use. This has empowered individuals to participate in the media in ways that are quite remarkable. Nonetheless, the future of independent media is clouded by legal, regulatory, and organisational challenges that need to be addressed. It is not clear to what extent independent content producers will be able to build upon the successes of the 90s – it is yet to be seen whether their efforts will be largely nullified by the anticyclones of a hostile media market. Not so long ago, American news magazines were covering the Browser War. Several real wars later, the terms of surrender are becoming clearer. Now both of the major Internet browsers are owned by huge media corporations, and most of the states (and Reagan-appointed judges) that were demanding the break-up of Microsoft have given up. A curious about-face occurred in U.S. Justice Department policy when John Ashcroft decided to drop the federal case. Maybe Microsoft's value as a partner in covert activity appealed to Ashcroft more than free competition. Regardless, Microsoft is now turning its wrath on new competitors, people who are doing something very, very bad: sharing the products of their own labour. This practice of sharing source code and building free software infrastructure is epitomised by the continuing development of Linux. Everything in the Linux kernel is free, publicly accessible information. As a rule, the people building this "open source" operating system software believe that maintaining transparency is important. But U.S. courts are not doing much to help. In a case brought by the Motion Picture Association of America against Eric Corley, a federal district court blocked the distribution of source code that enables these systems to play DVDs. In addition to censoring Corley's journal, the court ruled that any programmer who writes a program that plays a DVD must comply with a host of license restrictions. In short, an established and popular media format (the DVD) cannot be used under open source operating systems without sacrificing the principle that software source code should remain in the public domain. Should the contents of operating systems be tightly guarded secrets, or subject to public review? If there are capable programmers willing to create good, free operating systems, should the law stand in their way? The question concerning what type of software infrastructure will dominate personal computers in the future is being answered as much by disappointing legal decisions as it is by consumer choice. Rather than ensuring the necessary conditions for innovation and cooperation, the courts permit a monopoly to continue. Rather than endorsing transparency, secrecy prevails. Rather than aiming to preserve a balance between the commercial economy and the gift-economy, sharing is being undermined by the law. Part of the mystery of the Internet for a lot of newcomers must be that it seems to disprove the old adage that you can't get something for nothing. Free games, free music, free pornography, free art. Media corporations are doing their best to change this situation. The FBI and trade groups have blitzed the American news media with alarmist reports about how children don't understand that sharing digital information is a crime. Teacher Gail Chmura, the star of one such media campaign, says of her students, "It's always been interesting that they don't see a connection between the two. They just don't get it" (Hopper). Perhaps the confusion arises because the kids do understand that digital duplication lets two people have the same thing. Theft is at best a metaphor for the copying of data, because the original is not stolen in the same sense as a material object. In the effort to liken all copying to theft, legal provisions for the fair use of intellectual property are neglected. Teachers could just as easily emphasise the importance of sharing and the development of an electronic commons that is free for all to use. The values advanced by the trade groups are not beyond question and are not historical constants. According to Donald Krueckeberg, Rutgers University Professor of Urban Planning, native Americans tied the concept of property not to ownership but to use. "One used it, one moved on, and use was shared with others" (qtd. in Batt). Perhaps it is necessary for individuals to have dominion over some private data. But who owns the land, wind, sun, and sky of the Internet – the infrastructure? Given that publicly-funded research and free software have been as important to the development of the Internet as have business and commercial software, it is not surprising that some ambiguity remains about the property status of the dataverse. For many the Internet is as much a medium for expression and the interplay of languages as it is a framework for monetary transaction. In the case involving DVD software mentioned previously, there emerged a grass-roots campaign in opposition to censorship. Dozens of philosophical programmers and computer scientists asserted the expressive and linguistic bases of software by creating variations on the algorithm needed to play DVDs. The forbidden lines of symbols were printed on T-shirts, translated into different computer languages, translated into legal rhetoric, and even embedded into DNA and pictures of MPAA president Jack Valenti (see e.g. Touretzky). These efforts were inspired by a shared conviction that important liberties were at stake. Supporting the MPAA's position would do more than protect movies from piracy. The use of the algorithm was not clearly linked to an intent to pirate movies. Many felt that outlawing the DVD algorithm, which had been experimentally developed by a Norwegian teenager, represented a suppression of gumption and ingenuity. The court's decision rejected established principles of fair use, denied the established legality of reverse engineering software to achieve compatibility, and asserted that journalists and scientists had no right to publish a bit of code if it might be misused. In a similar case in April 2000, a U.S. court of appeals found that First Amendment protections did apply to software (Junger). Noting that source code has both an expressive feature and a functional feature, this court held that First Amendment protection is not reserved only for purely expressive communication. Yet in the DVD case, the court opposed this view and enforced the inflexible demands of the Digital Millennium Copyright Act. Notwithstanding Ted Nelson's characterisation of computers as literary machines, the decision meant that the linguistic and expressive aspects of software would be subordinated to other concerns. A simple series of symbols were thereby cast under a veil of legal secrecy. Although they were easy to discover, and capable of being committed to memory or translated to other languages, fair use and other intuitive freedoms were deemed expendable. These sorts of legal obstacles are serious challenges to the continued viability of free software like Linux. The central value proposition of Linux-based operating systems – free, open source code – is threatening to commercial competitors. Some corporations are intent on stifling further development of free alternatives. Patents offer another vulnerability. The writing of free software has become a minefield of potential patent lawsuits. Corporations have repeatedly chosen to pursue patent litigation years after the alleged infringements have been incorporated into widely used free software. For example, although it was designed to avoid patent problems by an array of international experts, the image file format known as JPEG (Joint Photographic Experts Group) has recently been dogged by patent infringement charges. Despite good intentions, low-budget initiatives and ad hoc organisations are ill equipped to fight profiteering patent lawsuits. One wonders whether software innovation is directed more by lawyers or computer scientists. The present copyright and patent regimes may serve the needs of the larger corporations, but it is doubtful that they are the best means of fostering software innovation and quality. Orwell wrote in his Homage to Catalonia, There was a new rule that censored portions of the newspaper must not be left blank but filled up with other matter; as a result it was often impossible to tell when something had been cut out. The development of the Internet has a similar character: new diversions spring up to replace what might have been so that the lost potential is hardly felt. The process of retrofitting Internet software to suit ideological and commercial agendas is already well underway. For example, Microsoft has announced recently that it will discontinue support for the Java language in 2004. The problem with Java, from Microsoft's perspective, is that it provides portable programming tools that work under all operating systems, not just Windows. With Java, programmers can develop software for the large number of Windows users, while simultaneously offering software to users of other operating systems. Java is an important piece of the software infrastructure for Internet content developers. Yet, in the interest of coercing people to use only their operating systems, Microsoft is willing to undermine thousands of existing Java-language projects. Their marketing hype calls this progress. The software industry relies on sales to survive, so if it means laying waste to good products and millions of hours of work in order to sell something new, well, that's business. The consequent infrastructure instability keeps software developers, and other creative people, on a treadmill. From Progressive Load by Andy Deck, artcontext.org/progload As an Internet content producer, one does not appeal directly to the hearts and minds of the public; one appeals through the medium of software and hardware. Since most people are understandably reluctant to modify the software running on their computers, the software installed initially is a critical determinant of what is possible. Unconventional, independent, and artistic uses of the Internet are diminished when the media infrastructure is effectively established by decree. Unaccountable corporate control over infrastructure software tilts the playing field against smaller content producers who have neither the advance warning of industrial machinations, nor the employees and resources necessary to keep up with a regime of strategic, cyclical obsolescence. It seems that independent content producers must conform to the distribution technologies and content formats favoured by the entertainment and marketing sectors, or else resign themselves to occupying the margins of media activity. It is no secret that highly diversified media corporations can leverage their assets to favour their own media offerings and confound their competitors. Yet when media giants AOL and Time-Warner announced their plans to merge in 2000, the claim of CEOs Steve Case and Gerald Levin that the merged companies would "operate in the public interest" was hardly challenged by American journalists. Time-Warner has since fought to end all ownership limits in the cable industry; and Case, who formerly championed third-party access to cable broadband markets, changed his tune abruptly after the merger. Now that Case has been ousted, it is unclear whether he still favours oligopoly. According to Levin, global media will be and is fast becoming the predominant business of the 21st century ... more important than government. It's more important than educational institutions and non-profits. We're going to need to have these corporations redefined as instruments of public service, and that may be a more efficient way to deal with society's problems than bureaucratic governments. Corporate dominance is going to be forced anyhow because when you have a system that is instantly available everywhere in the world immediately, then the old-fashioned regulatory system has to give way (Levin). It doesn't require a lot of insight to understand that this "redefinition," this slight of hand, does not protect the public from abuses of power: the dissolution of the "old-fashioned regulatory system" does not serve the public interest. From Lexicon by Andy Deck, artcontext.org/lexicon) As an artist who has adopted telecommunications networks and software as his medium, it disappoints me that a mercenary vision of electronic media's future seems to be the prevailing blueprint. The giantism of media corporations, and the ongoing deregulation of media consolidation (Ahrens), underscore the critical need for independent media sources. If it were just a matter of which cola to drink, it would not be of much concern, but media corporations control content. In this hyper-mediated age, content – whether produced by artists or journalists – crucially affects what people think about and how they understand the world. Content is not impervious to the software, protocols, and chicanery that surround its delivery. It is about time that people interested in independent voices stop believing that laissez faire capitalism is building a better media infrastructure. The German writer Hans Magnus Enzensberger reminds us that the media tyrannies that affect us are social products. The media industry relies on thousands of people to make the compromises necessary to maintain its course. The rapid development of the mind industry, its rise to a key position in modern society, has profoundly changed the role of the intellectual. He finds himself confronted with new threats and new opportunities. Whether he knows it or not, whether he likes it or not, he has become the accomplice of a huge industrial complex which depends for its survival on him, as he depends on it for his own. He must try, at any cost, to use it for his own purposes, which are incompatible with the purposes of the mind machine. What it upholds he must subvert. He may play it crooked or straight, he may win or lose the game; but he would do well to remember that there is more at stake than his own fortune (Enzensberger 18). Some cultural leaders have recognised the important role that free software already plays in the infrastructure of the Internet. Among intellectuals there is undoubtedly a genuine concern about the emerging contours of corporate, global media. But more effective solidarity is needed. Interest in open source has tended to remain superficial, leading to trendy, cosmetic, and symbolic uses of terms like "open source" rather than to a deeper commitment to an open, public information infrastructure. Too much attention is focussed on what's "cool" and not enough on the road ahead. Various media specialists – designers, programmers, artists, and technical directors – make important decisions that affect the continuing development of electronic media. Many developers have failed to recognise (or care) that their decisions regarding media formats can have long reaching consequences. Web sites that use media formats which are unworkable for open source operating systems should be actively discouraged. Comparable technologies are usually available to solve compatibility problems. Going with the market flow is not really giving people what they want: it often opposes the work of thousands of activists who are trying to develop open source alternatives (see e.g. Greene). Average Internet users can contribute to a more innovative, free, open, and independent media – and being conscientious is not always difficult or unpleasant. One project worthy of support is the Internet browser Mozilla. Currently, many content developers create their Websites so that they will look good only in Microsoft's Internet Explorer. While somewhat understandable given the market dominance of Internet Explorer, this disregard for interoperability undercuts attempts to popularise standards-compliant alternatives. Mozilla, written by a loose-knit group of activists and programmers (some of whom are paid by AOL/Time-Warner), can be used as an alternative to Microsoft's browser. If more people use Mozilla, it will be harder for content providers to ignore the way their Web pages appear in standards-compliant browsers. The Mozilla browser, which is an open source initiative, can be downloaded from http://www.mozilla.org/. While there are many people working to create real and lasting alternatives to the monopolistic and technocratic dynamics that are emerging, it takes a great deal of cooperation to resist the media titans, the FCC, and the courts. Oddly enough, corporate interests sometimes overlap with those of the public. Some industrial players, such as IBM, now support open source software. For them it is mostly a business decision. Frustrated by the coercive control of Microsoft, they support efforts to develop another operating system platform. For others, including this writer, the open source movement is interesting for the potential it holds to foster a more heterogeneous and less authoritarian communications infrastructure. Many people can find common cause in this resistance to globalised uniformity and consolidated media ownership. The biggest challenge may be to get people to believe that their choices really matter, that by endorsing certain products and operating systems and not others, they can actually make a difference. But it's unlikely that this idea will flourish if artists and intellectuals don't view their own actions as consequential. There is a troubling tendency for people to see themselves as powerless in the face of the market. This paralysing habit of mind must be abandoned before the media will be free. Works Cited Ahrens, Frank. "Policy Watch." Washington Post (23 June 2002): H03. 30 March 2003 <http://www.washingtonpost.com/ac2/wp-dyn/A27015-2002Jun22?la... ...nguage=printer>. Batt, William. "How Our Towns Got That Way." 7 Oct. 1996. 31 March 2003 <http://www.esb.utexas.edu/drnrm/WhatIs/LandValue.htm>. Chester, Jeff. "Gerald Levin's Negative Legacy." Alternet.org 6 Dec. 2001. 5 March 2003 <http://www.democraticmedia.org/resources/editorials/levin.php>. Enzensberger, Hans Magnus. "The Industrialisation of the Mind." Raids and Reconstructions. London: Pluto Press, 1975. 18. Greene, Thomas C. "MS to Eradicate GPL, Hence Linux." 25 June 2002. 5 March 2003 <http://www.theregus.com/content/4/25378.php>. Hopper, D. Ian. "FBI Pushes for Cyber Ethics Education." Associated Press 10 Oct. 2000. 29 March 2003 <http://www.billingsgazette.com/computing/20001010_cethics.php>. Junger v. Daley. U.S. Court of Appeals for 6th Circuit. 00a0117p.06. 2000. 31 March 2003 <http://pacer.ca6.uscourts.gov/cgi-bin/getopn.pl?OPINION=00a0... ...117p.06>. Levin, Gerald. "Millennium 2000 Special." CNN 2 Jan. 2000. Touretzky, D. S. "Gallery of CSS Descramblers." 2000. 29 March 2003 <http://www.cs.cmu.edu/~dst/DeCSS/Gallery>. Links http://artcontext.org/lexicon/ http://artcontext.org/progload http://pacer.ca6.uscourts.gov/cgi-bin/getopn.pl?OPINION=00a0117p.06 http://www.billingsgazette.com/computing/20001010_cethics.html http://www.cs.cmu.edu/~dst/DeCSS/Gallery http://www.democraticmedia.org/resources/editorials/levin.html http://www.esb.utexas.edu/drnrm/WhatIs/LandValue.htm http://www.mozilla.org/ http://www.theregus.com/content/4/25378.html http://www.washingtonpost.com/ac2/wp-dyn/A27015-2002Jun22?language=printer Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Deck, Andy. "Treadmill Culture " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0304/04-treadmillculture.php>. APA Style Deck, A. (2003, Apr 23). Treadmill Culture . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0304/04-treadmillculture.php>

On the morning of Thursday, 4 May 2006, the United States House Permanent Select Committee on Intelligence held an open hearing entitled “Terrorist Use of the Internet.” The Intelligence committee meeting was scheduled to take place in Room 1302 of the Longworth Office Building, a Depression-era structure with a neoclassical façade. Because of a dysfunctional elevator, some of the congressional representatives were late to the meeting. During the testimony about the newest political applications for cutting-edge digital technology, the microphones periodically malfunctioned, and witnesses complained of “technical problems” several times. By the end of the day it seemed that what was to be remembered about the hearing was the shocking revelation that terrorists were using videogames to recruit young jihadists. The Associated Press wrote a short, restrained article about the hearing that only mentioned “computer games and recruitment videos” in passing. Eager to have their version of the news item picked up, Reuters made videogames the focus of their coverage with a headline that announced, “Islamists Using US Videogames in Youth Appeal.” Like a game of telephone, as the Reuters videogame story was quickly re-run by several Internet news services, each iteration of the title seemed less true to the exact language of the original. One Internet news service changed the headline to “Islamic militants recruit using U.S. video games.” Fox News re-titled the story again to emphasise that this alert about technological manipulation was coming from recognised specialists in the anti-terrorism surveillance field: “Experts: Islamic Militants Customizing Violent Video Games.” As the story circulated, the body of the article remained largely unchanged, in which the Reuters reporter described the digital materials from Islamic extremists that were shown at the congressional hearing. During the segment that apparently most captured the attention of the wire service reporters, eerie music played as an English-speaking narrator condemned the “infidel” and declared that he had “put a jihad” on them, as aerial shots moved over 3D computer-generated images of flaming oil facilities and mosques covered with geometric designs. Suddenly, this menacing voice-over was interrupted by an explosion, as a virtual rocket was launched into a simulated military helicopter. The Reuters reporter shared this dystopian vision from cyberspace with Western audiences by quoting directly from the chilling commentary and describing a dissonant montage of images and remixed sound. “I was just a boy when the infidels came to my village in Blackhawk helicopters,” a narrator’s voice said as the screen flashed between images of street-level gunfights, explosions and helicopter assaults. Then came a recording of President George W. Bush’s September 16, 2001, statement: “This crusade, this war on terrorism, is going to take a while.” It was edited to repeat the word “crusade,” which Muslims often define as an attack on Islam by Christianity. According to the news reports, the key piece of evidence before Congress seemed to be a film by “SonicJihad” of recorded videogame play, which – according to the experts – was widely distributed online. Much of the clip takes place from the point of view of a first-person shooter, seen as if through the eyes of an armed insurgent, but the viewer also periodically sees third-person action in which the player appears as a running figure wearing a red-and-white checked keffiyeh, who dashes toward the screen with a rocket launcher balanced on his shoulder. Significantly, another of the player’s hand-held weapons is a detonator that triggers remote blasts. As jaunty music plays, helicopters, tanks, and armoured vehicles burst into smoke and flame. Finally, at the triumphant ending of the video, a green and white flag bearing a crescent is hoisted aloft into the sky to signify victory by Islamic forces. To explain the existence of this digital alternative history in which jihadists could be conquerors, the Reuters story described the deviousness of the country’s terrorist opponents, who were now apparently modifying popular videogames through their wizardry and inserting anti-American, pro-insurgency content into U.S.-made consumer technology. One of the latest video games modified by militants is the popular “Battlefield 2” from leading video game publisher, Electronic Arts Inc of Redwood City, California. Jeff Brown, a spokesman for Electronic Arts, said enthusiasts often write software modifications, known as “mods,” to video games. “Millions of people create mods on games around the world,” he said. “We have absolutely no control over them. It’s like drawing a mustache on a picture.” Although the Electronic Arts executive dismissed the activities of modders as a “mustache on a picture” that could only be considered little more than childish vandalism of their off-the-shelf corporate product, others saw a more serious form of criminality at work. Testifying experts and the legislators listening on the committee used the video to call for greater Internet surveillance efforts and electronic counter-measures. Within twenty-four hours of the sensationalistic news breaking, however, a group of Battlefield 2 fans was crowing about the idiocy of reporters. The game play footage wasn’t from a high-tech modification of the software by Islamic extremists; it had been posted on a Planet Battlefield forum the previous December of 2005 by a game fan who had cut together regular game play with a Bush remix and a parody snippet of the soundtrack from the 2004 hit comedy film Team America. The voice describing the Black Hawk helicopters was the voice of Trey Parker of South Park cartoon fame, and – much to Parker’s amusement – even the mention of “goats screaming” did not clue spectators in to the fact of a comic source. Ironically, the moment in the movie from which the sound clip is excerpted is one about intelligence gathering. As an agent of Team America, a fictional elite U.S. commando squad, the hero of the film’s all-puppet cast, Gary Johnston, is impersonating a jihadist radical inside a hostile Egyptian tavern that is modelled on the cantina scene from Star Wars. Additional laughs come from the fact that agent Johnston is accepted by the menacing terrorist cell as “Hakmed,” despite the fact that he utters a series of improbable clichés made up of incoherent stereotypes about life in the Middle East while dressed up in a disguise made up of shoe polish and a turban from a bathroom towel. The man behind the “SonicJihad” pseudonym turned out to be a twenty-five-year-old hospital administrator named Samir, and what reporters and representatives saw was nothing more exotic than game play from an add-on expansion pack of Battlefield 2, which – like other versions of the game – allows first-person shooter play from the position of the opponent as a standard feature. While SonicJihad initially joined his fellow gamers in ridiculing the mainstream media, he also expressed astonishment and outrage about a larger politics of reception. In one interview he argued that the media illiteracy of Reuters potentially enabled a whole series of category errors, in which harmless gamers could be demonised as terrorists. It wasn’t intended for the purpose what it was portrayed to be by the media. So no I don’t regret making a funny video . . . why should I? The only thing I regret is thinking that news from Reuters was objective and always right. The least they could do is some online research before publishing this. If they label me al-Qaeda just for making this silly video, that makes you think, what is this al-Qaeda? And is everything al-Qaeda? Although Sonic Jihad dismissed his own work as “silly” or “funny,” he expected considerably more from a credible news agency like Reuters: “objective” reporting, “online research,” and fact-checking before “publishing.” Within the week, almost all of the salient details in the Reuters story were revealed to be incorrect. SonicJihad’s film was not made by terrorists or for terrorists: it was not created by “Islamic militants” for “Muslim youths.” The videogame it depicted had not been modified by a “tech-savvy militant” with advanced programming skills. Of course, what is most extraordinary about this story isn’t just that Reuters merely got its facts wrong; it is that a self-identified “parody” video was shown to the august House Intelligence Committee by a team of well-paid “experts” from the Science Applications International Corporation (SAIC), a major contractor with the federal government, as key evidence of terrorist recruitment techniques and abuse of digital networks. Moreover, this story of media illiteracy unfolded in the context of a fundamental Constitutional debate about domestic surveillance via communications technology and the further regulation of digital content by lawmakers. Furthermore, the transcripts of the actual hearing showed that much more than simple gullibility or technological ignorance was in play. Based on their exchanges in the public record, elected representatives and government experts appear to be keenly aware that the digital discourses of an emerging information culture might be challenging their authority and that of the longstanding institutions of knowledge and power with which they are affiliated. These hearings can be seen as representative of a larger historical moment in which emphatic declarations about prohibiting specific practices in digital culture have come to occupy a prominent place at the podium, news desk, or official Web portal. This environment of cultural reaction can be used to explain why policy makers’ reaction to terrorists’ use of networked communication and digital media actually tells us more about our own American ideologies about technology and rhetoric in a contemporary information environment. When the experts come forward at the Sonic Jihad hearing to “walk us through the media and some of the products,” they present digital artefacts of an information economy that mirrors many of the features of our own consumption of objects of electronic discourse, which seem dangerously easy to copy and distribute and thus also create confusion about their intended meanings, audiences, and purposes. From this one hearing we can see how the reception of many new digital genres plays out in the public sphere of legislative discourse. Web pages, videogames, and Weblogs are mentioned specifically in the transcript. The main architecture of the witnesses’ presentation to the committee is organised according to the rhetorical conventions of a PowerPoint presentation. Moreover, the arguments made by expert witnesses about the relationship of orality to literacy or of public to private communications in new media are highly relevant to how we might understand other important digital genres, such as electronic mail or text messaging. The hearing also invites consideration of privacy, intellectual property, and digital “rights,” because moral values about freedom and ownership are alluded to by many of the elected representatives present, albeit often through the looking glass of user behaviours imagined as radically Other. For example, terrorists are described as “modders” and “hackers” who subvert those who properly create, own, legitimate, and regulate intellectual property. To explain embarrassing leaks of infinitely replicable digital files, witness Ron Roughead says, “We’re not even sure that they don’t even hack into the kinds of spaces that hold photographs in order to get pictures that our forces have taken.” Another witness, Undersecretary of Defense for Policy and International Affairs, Peter Rodman claims that “any video game that comes out, as soon as the code is released, they will modify it and change the game for their needs.” Thus, the implication of these witnesses’ testimony is that the release of code into the public domain can contribute to political subversion, much as covert intrusion into computer networks by stealthy hackers can. However, the witnesses from the Pentagon and from the government contractor SAIC often present a contradictory image of the supposed terrorists in the hearing transcripts. Sometimes the enemy is depicted as an organisation of technological masterminds, capable of manipulating the computer code of unwitting Americans and snatching their rightful intellectual property away; sometimes those from the opposing forces are depicted as pre-modern and even sub-literate political innocents. In contrast, the congressional representatives seem to focus on similarities when comparing the work of “terrorists” to the everyday digital practices of their constituents and even of themselves. According to the transcripts of this open hearing, legislators on both sides of the aisle express anxiety about domestic patterns of Internet reception. Even the legislators’ own Web pages are potentially disruptive electronic artefacts, particularly when the demands of digital labour interfere with their duties as lawmakers. Although the subject of the hearing is ostensibly terrorist Websites, Representative Anna Eshoo (D-California) bemoans the difficulty of maintaining her own official congressional site. As she observes, “So we are – as members, I think we’re very sensitive about what’s on our Website, and if I retained what I had on my Website three years ago, I’d be out of business. So we know that they have to be renewed. They go up, they go down, they’re rebuilt, they’re – you know, the message is targeted to the future.” In their questions, lawmakers identify Weblogs (blogs) as a particular area of concern as a destabilising alternative to authoritative print sources of information from established institutions. Representative Alcee Hastings (D-Florida) compares the polluting power of insurgent bloggers to that of influential online muckrakers from the American political Right. Hastings complains of “garbage on our regular mainstream news that comes from blog sites.” Representative Heather Wilson (R-New Mexico) attempts to project a media-savvy persona by bringing up the “phenomenon of blogging” in conjunction with her questions about jihadist Websites in which she notes how Internet traffic can be magnified by cooperative ventures among groups of ideologically like-minded content-providers: “These Websites, and particularly the most active ones, are they cross-linked? And do they have kind of hot links to your other favorite sites on them?” At one point Representative Wilson asks witness Rodman if he knows “of your 100 hottest sites where the Webmasters are educated? What nationality they are? Where they’re getting their money from?” In her questions, Wilson implicitly acknowledges that Web work reflects influences from pedagogical communities, economic networks of the exchange of capital, and even potentially the specific ideologies of nation-states. It is perhaps indicative of the government contractors’ anachronistic worldview that the witness is unable to answer Wilson’s question. He explains that his agency focuses on the physical location of the server or ISP rather than the social backgrounds of the individuals who might be manufacturing objectionable digital texts. The premise behind the contractors’ working method – surveilling the technical apparatus not the social network – may be related to other beliefs expressed by government witnesses, such as the supposition that jihadist Websites are collectively produced and spontaneously emerge from the indigenous, traditional, tribal culture, instead of assuming that Iraqi insurgents have analogous beliefs, practices, and technological awareness to those in first-world countries. The residual subtexts in the witnesses’ conjectures about competing cultures of orality and literacy may tell us something about a reactionary rhetoric around videogames and digital culture more generally. According to the experts before Congress, the Middle Eastern audience for these videogames and Websites is limited by its membership in a pre-literate society that is only capable of abortive cultural production without access to knowledge that is archived in printed codices. Sometimes the witnesses before Congress seem to be unintentionally channelling the ideas of the late literacy theorist Walter Ong about the “secondary orality” associated with talky electronic media such as television, radio, audio recording, or telephone communication. Later followers of Ong extend this concept of secondary orality to hypertext, hypermedia, e-mail, and blogs, because they similarly share features of both speech and written discourse. Although Ong’s disciples celebrate this vibrant reconnection to a mythic, communal past of what Kathleen Welch calls “electric rhetoric,” the defence industry consultants express their profound state of alarm at the potentially dangerous and subversive character of this hybrid form of communication. The concept of an “oral tradition” is first introduced by the expert witnesses in the context of modern marketing and product distribution: “The Internet is used for a variety of things – command and control,” one witness states. “One of the things that’s missed frequently is how and – how effective the adversary is at using the Internet to distribute product. They’re using that distribution network as a modern form of oral tradition, if you will.” Thus, although the Internet can be deployed for hierarchical “command and control” activities, it also functions as a highly efficient peer-to-peer distributed network for disseminating the commodity of information. Throughout the hearings, the witnesses imply that unregulated lateral communication among social actors who are not authorised to speak for nation-states or to produce legitimated expert discourses is potentially destabilising to political order. Witness Eric Michael describes the “oral tradition” and the conventions of communal life in the Middle East to emphasise the primacy of speech in the collective discursive practices of this alien population: “I’d like to point your attention to the media types and the fact that the oral tradition is listed as most important. The other media listed support that. And the significance of the oral tradition is more than just – it’s the medium by which, once it comes off the Internet, it is transferred.” The experts go on to claim that this “oral tradition” can contaminate other media because it functions as “rumor,” the traditional bane of the stately discourse of military leaders since the classical era. The oral tradition now also has an aspect of rumor. A[n] event takes place. There is an explosion in a city. Rumor is that the United States Air Force dropped a bomb and is doing indiscriminate killing. This ends up being discussed on the street. It ends up showing up in a Friday sermon in a mosque or in another religious institution. It then gets recycled into written materials. Media picks up the story and broadcasts it, at which point it’s now a fact. In this particular case that we were telling you about, it showed up on a network television, and their propaganda continues to go back to this false initial report on network television and continue to reiterate that it’s a fact, even though the United States government has proven that it was not a fact, even though the network has since recanted the broadcast. In this example, many-to-many discussion on the “street” is formalised into a one-to many “sermon” and then further stylised using technology in a one-to-many broadcast on “network television” in which “propaganda” that is “false” can no longer be disputed. This “oral tradition” is like digital media, because elements of discourse can be infinitely copied or “recycled,” and it is designed to “reiterate” content. In this hearing, the word “rhetoric” is associated with destructive counter-cultural forces by the witnesses who reiterate cultural truisms dating back to Plato and the Gorgias. For example, witness Eric Michael initially presents “rhetoric” as the use of culturally specific and hence untranslatable figures of speech, but he quickly moves to an outright castigation of the entire communicative mode. “Rhetoric,” he tells us, is designed to “distort the truth,” because it is a “selective” assembly or a “distortion.” Rhetoric is also at odds with reason, because it appeals to “emotion” and a romanticised Weltanschauung oriented around discourses of “struggle.” The film by SonicJihad is chosen as the final clip by the witnesses before Congress, because it allegedly combines many different types of emotional appeal, and thus it conveniently ties together all of the themes that the witnesses present to the legislators about unreliable oral or rhetorical sources in the Middle East: And there you see how all these products are linked together. And you can see where the games are set to psychologically condition you to go kill coalition forces. You can see how they use humor. You can see how the entire campaign is carefully crafted to first evoke an emotion and then to evoke a response and to direct that response in the direction that they want. Jihadist digital products, especially videogames, are effective means of manipulation, the witnesses argue, because they employ multiple channels of persuasion and carefully sequenced and integrated subliminal messages. To understand the larger cultural conversation of the hearing, it is important to keep in mind that the related argument that “games” can “psychologically condition” players to be predisposed to violence is one that was important in other congressional hearings of the period, as well one that played a role in bills and resolutions that were passed by the full body of the legislative branch. In the witness’s testimony an appeal to anti-game sympathies at home is combined with a critique of a closed anti-democratic system abroad in which the circuits of rhetorical production and their composite metonymic chains are described as those that command specific, unvarying, robotic responses. This sharp criticism of the artful use of a presentation style that is “crafted” is ironic, given that the witnesses’ “compilation” of jihadist digital material is staged in the form of a carefully structured PowerPoint presentation, one that is paced to a well-rehearsed rhythm of “slide, please” or “next slide” in the transcript. The transcript also reveals that the members of the House Intelligence Committee were not the original audience for the witnesses’ PowerPoint presentation. Rather, when it was first created by SAIC, this “expert” presentation was designed for training purposes for the troops on the ground, who would be facing the challenges of deployment in hostile terrain. According to the witnesses, having the slide show showcased before Congress was something of an afterthought. Nonetheless, Congressman Tiahrt (R-KN) is so impressed with the rhetorical mastery of the consultants that he tries to appropriate it. As Tiarht puts it, “I’d like to get a copy of that slide sometime.” From the hearing we also learn that the terrorists’ Websites are threatening precisely because they manifest a polymorphously perverse geometry of expansion. For example, one SAIC witness before the House Committee compares the replication and elaboration of digital material online to a “spiderweb.” Like Representative Eshoo’s site, he also notes that the terrorists’ sites go “up” and “down,” but the consultant is left to speculate about whether or not there is any “central coordination” to serve as an organising principle and to explain the persistence and consistency of messages despite the apparent lack of a single authorial ethos to offer a stable, humanised, point of reference. In the hearing, the oft-cited solution to the problem created by the hybridity and iterability of digital rhetoric appears to be “public diplomacy.” Both consultants and lawmakers seem to agree that the damaging messages of the insurgents must be countered with U.S. sanctioned information, and thus the phrase “public diplomacy” appears in the hearing seven times. However, witness Roughhead complains that the protean “oral tradition” and what Henry Jenkins has called the “transmedia” character of digital culture, which often crosses several platforms of traditional print, projection, or broadcast media, stymies their best rhetorical efforts: “I think the point that we’ve tried to make in the briefing is that wherever there’s Internet availability at all, they can then download these – these programs and put them onto compact discs, DVDs, or post them into posters, and provide them to a greater range of people in the oral tradition that they’ve grown up in. And so they only need a few Internet sites in order to distribute and disseminate the message.” Of course, to maintain their share of the government market, the Science Applications International Corporation also employs practices of publicity and promotion through the Internet and digital media. They use HTML Web pages for these purposes, as well as PowerPoint presentations and online video. The rhetoric of the Website of SAIC emphasises their motto “From Science to Solutions.” After a short Flash film about how SAIC scientists and engineers solve “complex technical problems,” the visitor is taken to the home page of the firm that re-emphasises their central message about expertise. The maps, uniforms, and specialised tools and equipment that are depicted in these opening Web pages reinforce an ethos of professional specialisation that is able to respond to multiple threats posed by the “global war on terror.” By 26 June 2006, the incident finally was being described as a “Pentagon Snafu” by ABC News. From the opening of reporter Jake Tapper’s investigative Webcast, established government institutions were put on the spot: “So, how much does the Pentagon know about videogames? Well, when it came to a recent appearance before Congress, apparently not enough.” Indeed, the very language about “experts” that was highlighted in the earlier coverage is repeated by Tapper in mockery, with the significant exception of “independent expert” Ian Bogost of the Georgia Institute of Technology. If the Pentagon and SAIC deride the legitimacy of rhetoric as a cultural practice, Bogost occupies himself with its defence. In his recent book Persuasive Games: The Expressive Power of Videogames, Bogost draws upon the authority of the “2,500 year history of rhetoric” to argue that videogames represent a significant development in that cultural narrative. Given that Bogost and his Watercooler Games Weblog co-editor Gonzalo Frasca were actively involved in the detective work that exposed the depth of professional incompetence involved in the government’s line-up of witnesses, it is appropriate that Bogost is given the final words in the ABC exposé. As Bogost says, “We should be deeply bothered by this. We should really be questioning the kind of advice that Congress is getting.” Bogost may be right that Congress received terrible counsel on that day, but a close reading of the transcript reveals that elected officials were much more than passive listeners: in fact they were lively participants in a cultural conversation about regulating digital media. After looking at the actual language of these exchanges, it seems that the persuasiveness of the misinformation from the Pentagon and SAIC had as much to do with lawmakers’ preconceived anxieties about practices of computer-mediated communication close to home as it did with the contradictory stereotypes that were presented to them about Internet practices abroad. In other words, lawmakers found themselves looking into a fun house mirror that distorted what should have been familiar artefacts of American popular culture because it was precisely what they wanted to see. References ABC News. “Terrorist Videogame?” Nightline Online. 21 June 2006. 22 June 2006 http://abcnews.go.com/Video/playerIndex?id=2105341>. Bogost, Ian. Persuasive Games: Videogames and Procedural Rhetoric. Cambridge, MA: MIT Press, 2007. Game Politics. “Was Congress Misled by ‘Terrorist’ Game Video? We Talk to Gamer Who Created the Footage.” 11 May 2006. http://gamepolitics.livejournal.com/285129.html#cutid1>. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. julieb. “David Morgan Is a Horrible Writer and Should Be Fired.” Online posting. 5 May 2006. Dvorak Uncensored Cage Match Forums. http://cagematch.dvorak.org/index.php/topic,130.0.html>. Mahmood. “Terrorists Don’t Recruit with Battlefield 2.” GGL Global Gaming. 16 May 2006 http://www.ggl.com/news.php?NewsId=3090>. Morgan, David. “Islamists Using U.S. Video Games in Youth Appeal.” Reuters online news service. 4 May 2006 http://today.reuters.com/news/ArticleNews.aspx?type=topNews &storyID=2006-05-04T215543Z_01_N04305973_RTRUKOC_0_US-SECURITY- VIDEOGAMES.xml&pageNumber=0&imageid=&cap=&sz=13&WTModLoc= NewsArt-C1-ArticlePage2>. Ong, Walter J. Orality and Literacy: The Technologizing of the Word. London/New York: Methuen, 1982. Parker, Trey. Online posting. 7 May 2006. 9 May 2006 http://www.treyparker.com>. Plato. “Gorgias.” Plato: Collected Dialogues. Princeton: Princeton UP, 1961. Shrader, Katherine. “Pentagon Surfing Thousands of Jihad Sites.” Associated Press 4 May 2006. SonicJihad. “SonicJihad: A Day in the Life of a Resistance Fighter.” Online posting. 26 Dec. 2005. Planet Battlefield Forums. 9 May 2006 http://www.forumplanet.com/planetbattlefield/topic.asp?fid=13670&tid=1806909&p=1>. Tapper, Jake, and Audery Taylor. “Terrorist Video Game or Pentagon Snafu?” ABC News Nightline 21 June 2006. 30 June 2006 http://abcnews.go.com/Nightline/Technology/story?id=2105128&page=1>. U.S. Congressional Record. Panel I of the Hearing of the House Select Intelligence Committee, Subject: “Terrorist Use of the Internet for Communications.” Federal News Service. 4 May 2006. Welch, Kathleen E. Electric Rhetoric: Classical Rhetoric, Oralism, and the New Literacy. Cambridge, MA: MIT Press, 1999. Citation reference for this article MLA Style Losh, Elizabeth. "Artificial Intelligence: Media Illiteracy and the SonicJihad Debacle in Congress." M/C Journal 10.5 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0710/08-losh.php>. APA Style Losh, E. (Oct. 2007) "Artificial Intelligence: Media Illiteracy and the SonicJihad Debacle in Congress," M/C Journal, 10(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0710/08-losh.php>.

Introduction This paper offers a survey of familiar popular music performers and songwriters who reference coffee in their work. It examines three areas of discourse: the psychoactive effects of caffeine, coffee and courtship rituals, and the politics of coffee consumption. I claim that coffee carries a cultural and musicological significance comparable to that of the chemical stimulants and consumer goods more readily associated with popular music. Songs about coffee may not be as potent as those featuring drugs and alcohol (Primack; Schapiro), or as common as those referencing commodities like clothes and cars (Englis; McCracken), but they do feature across a wide range of genres, some of which enjoy archetypal associations with this beverage. m.o.m.m.y. Needs c.o.f.f.e.e.: The Psychoactive Effect of Coffee The act of performing and listening to popular music involves psychological elements comparable to the overwhelming sensory experience of drug taking: altered perceptions, repetitive grooves, improvisation, self-expression, and psychological empathy—such as that between musician and audience (Curry). Most popular music genres are, as a result, culturally and sociologically identified with the consumption of at least one mind-altering substance (Lyttle; Primack; Schapiro). While the analysis of lyrics referring to this theme has hitherto focused on illegal drugs and alcoholic beverages (Cooper), coffee and its psychoactive ingredient caffeine have been almost entirely overlooked (Summer). The most recent study of drugs in popular music, for example, defined substance use as “tobacco, alcohol, marijuana, cocaine and other stimulants, heroin and other opiates, hallucinogens, inhalants, prescription drugs, over-the-counter drugs, and nonspecific substances” (Primack 172), thereby ignoring a chemical stimulant consumed by 90 per cent of adult Americans every day (Lovett). The wide availability of coffee and the comparatively mild effect of caffeine means that its consumption rarely causes harm. One researcher has described it as a ubiquitous and unobtrusive “generalised public activity […] ‘invisible’ to analysts seeking distinctive social events” (Cooper 92). Coffee may provide only a relatively mild “buzz”—but it is now accepted that caffeine is an addictive substance (Juliano) and, due to its universal legality, coffee is also the world’s most extensively traded and enthusiastically consumed psychoactive consumer product (Juliano 1). The musical genre of jazz has a longstanding relationship with marijuana and narcotics (Curry; Singer; Tolson; Winick). Unsurprisingly, given its Round Midnight connotations, jazz standards also celebrate the restorative impact of coffee. Exemplary compositions include Burke/Webster’s insomniac torch song Black Coffee, which provided hits for Sarah Vaughan (1949), Ella Fitzgerald (1953), and Peggy Lee (1960); and Frank Sinatra’s recordings of Hilliard/Dick’s The Coffee Song (1946, 1960), which satirised the coffee surplus in Brazil at a time when this nation enjoyed a near monopoly on production. Sinatra joked that this ubiquitous drink was that country’s only means of liquid refreshment, in a refrain that has since become a headline writer’s phrasal template: “There’s an Awful Lot of Coffee in Vietnam,” “An Awful Lot of Coffee in the Bin,” and “There’s an Awful Lot of Taxes in Brazil.” Ethnographer Aaron Fox has shown how country music gives expression to the lived social experience of blue-collar and agrarian workers (Real 29). Coffee’s role in energising working class America (Cooper) is featured in such recordings as Dolly Parton’s Nine To Five (1980), which describes her morning routine using a memorable “kitchen/cup of ambition” rhyme, and Don't Forget the Coffee Billy Joe (1973) by Tom T. Hall which laments the hardship of unemployment, hunger, cold, and lack of healthcare. Country music’s “tired truck driver” is the most enduring blue-collar trope celebrating coffee’s analeptic powers. Versions include Truck Drivin' Man by Buck Owens (1964), host of the country TV show Hee Haw and pioneer of the Bakersfield sound, and Driving My Life Away from pop-country crossover star Eddie Rabbitt (1980). Both feature characteristically gendered stereotypes of male truck drivers pushing on through the night with the help of a truck stop waitress who has fuelled them with caffeine. Johnny Cash’s A Cup of Coffee (1966), recorded at the nadir of his addiction to pills and alcohol, has an incoherent improvised lyric on this subject; while Jerry Reed even prescribed amphetamines to keep drivers awake in Caffein [sic], Nicotine, Benzedrine (And Wish Me Luck) (1980). Doye O’Dell’s Diesel Smoke, Dangerous Curves (1952) is the archetypal “truck drivin’ country” song and the most exciting track of its type. It subsequently became a hit for the doyen of the subgenre, Red Simpson (1966). An exhausted driver, having spent the night with a woman whose name he cannot now recall, is fighting fatigue and wrestling his hot-rod low-loader around hairpin mountain curves in an attempt to rendezvous with a pretty truck stop waitress. The song’s palpable energy comes from its frenetic guitar picking and the danger implicit in trailing a heavy load downhill while falling asleep at the wheel. Tommy Faile’s Phantom 309, a hit for Red Sovine (1967) that was later covered by Tom Waits (Big Joe and the Phantom 309, 1975), elevates the “tired truck driver” narrative to gothic literary form. Reflecting country music’s moral code of citizenship and its culture of performative storytelling (Fox, Real 23), it tells of a drenched and exhausted young hitchhiker picked up by Big Joe—the driver of a handsome eighteen-wheeler. On arriving at a truck stop, Joe drops the traveller off, giving him money for a restorative coffee. The diner falls silent as the hitchhiker orders up his “cup of mud”. Big Joe, it transpires, is a phantom trucker. After running off the road to avoid a school bus, his distinctive ghost rig now only reappears to rescue stranded travellers. Punk rock, a genre closely associated with recreational amphetamines (McNeil 76, 87), also features a number of caffeine-as-stimulant songs. Californian punk band, Descendents, identified caffeine as their drug of choice in two 1996 releases, Coffee Mug and Kids on Coffee. These songs describe chugging the drink with much the same relish and energy that others might pull at the neck of a beer bottle, and vividly compare the effects of the drug to the intense rush of speed. The host of “New Music News” (a segment of MTV’s 120 Minutes) references this correlation in 1986 while introducing the band’s video—in which they literally bounce off the walls: “You know, while everybody is cracking down on crack, what about that most respectable of toxic substances or stimulants, the good old cup of coffee? That is the preferred high, actually, of California’s own Descendents—it is also the subject of their brand new video” (“New Music News”). Descendents’s Sessions EP (1997) featured an overflowing cup of coffee on the sleeve, while punk’s caffeine-as-amphetamine trope is also promulgated by Hellbender (Caffeinated 1996), Lagwagon (Mr. Coffee 1997), and Regatta 69 (Addicted to Coffee 2005). Coffee in the Morning and Kisses in the Night: Coffee and Courtship Coffee as romantic metaphor in song corroborates the findings of early researchers who examined courtship rituals in popular music. Donald Horton’s 1957 study found that hit songs codified the socially constructed self-image and limited life expectations of young people during the 1950s by depicting conservative, idealised, and traditional relationship scenarios. He summarised these as initial courtship, honeymoon period, uncertainty, and parting (570-4). Eleven years after this landmark analysis, James Carey replicated Horton’s method. His results revealed that pop lyrics had become more realistic and less bound by convention during the 1960s. They incorporated a wider variety of discourse including the temporariness of romantic commitment, the importance of individual autonomy in relationships, more liberal attitudes, and increasingly unconventional courtship behaviours (725). Socially conservative coffee songs include Coffee in the Morning and Kisses in the Night by The Boswell Sisters (1933) in which the protagonist swears fidelity to her partner on condition that this desire is expressed strictly in the appropriate social context of marriage. It encapsulates the restrictions Horton identified on courtship discourse in popular song prior to the arrival of rock and roll. The Henderson/DeSylva/Brown composition You're the Cream in My Coffee, recorded by Annette Hanshaw (1928) and by Nat King Cole (1946), also celebrates the social ideal of monogamous devotion. The persistence of such idealised traditional themes continued into the 1960s. American pop singer Don Cherry had a hit with Then You Can Tell Me Goodbye (1962) that used coffee as a metaphor for undying and everlasting love. Otis Redding’s version of Butler/Thomas/Walker’s Cigarettes and Coffee (1966)—arguably soul music’s exemplary romantic coffee song—carries a similar message as a couple proclaim their devotion in a late night conversation over coffee. Like much of the Stax catalogue, Cigarettes and Coffee, has a distinctly “down home” feel and timbre. The lovers are simply content with each other; they don’t need “cream” or “sugar.” Horton found 1950s blues and R&B lyrics much more sexually explicit than pop songs (567). Dawson (1994) subsequently characterised black popular music as a distinct public sphere, and Squires (2002) argued that it displayed elements of what she defined as “enclave” and “counterpublic” traits. Lawson (2010) has argued that marginalised and/or subversive blues artists offered a form of countercultural resistance against prevailing social norms. Indeed, several blues and R&B coffee songs disregard established courtship ideals and associate the product with non-normative and even transgressive relationship circumstances—including infidelity, divorce, and domestic violence. Lightnin’ Hopkins’s Coffee Blues (1950) references child neglect and spousal abuse, while the narrative of Muddy Waters’s scorching Iodine in my Coffee (1952) tells of an attempted poisoning by his Waters’s partner. In 40 Cups of Coffee (1953) Ella Mae Morse is waiting for her husband to return home, fuelling her anger and anxiety with caffeine. This song does eventually comply with traditional courtship ideals: when her lover eventually returns home at five in the morning, he is greeted with a relieved kiss. In Keep That Coffee Hot (1955), Scatman Crothers supplies a counterpoint to Morse’s late-night-abandonment narrative, asking his partner to keep his favourite drink warm during his adulterous absence. Brook Benton’s Another Cup of Coffee (1964) expresses acute feelings of regret and loneliness after a failed relationship. More obliquely, in Coffee Blues (1966) Mississippi John Hurt sings affectionately about his favourite brand, a “lovin’ spoonful” of Maxwell House. In this, he bequeathed the moniker of folk-rock band The Lovin’ Spoonful, whose hits included Do You Believe in Magic (1965) and Summer in the City (1966). However, an alternative reading of Hurt’s lyric suggests that this particular phrase is a metaphorical device proclaiming the author’s sexual potency. Hurt’s “lovin’ spoonful” may actually be a portion of his seminal emission. In the 1950s, Horton identified country as particularly “doleful” (570), and coffee provides a common metaphor for failed romance in a genre dominated by “metanarratives of loss and desire” (Fox, Jukebox 54). Claude Gray’s I'll Have Another Cup of Coffee (Then I’ll Go) (1961) tells of a protagonist delivering child support payments according to his divorce lawyer’s instructions. The couple share late night coffee as their children sleep through the conversation. This song was subsequently recorded by seventeen-year-old Bob Marley (One Cup of Coffee, 1962) under the pseudonym Bobby Martell, a decade prior to his breakthrough as an international reggae star. Marley’s youngest son Damian has also performed the track while, interestingly in the context of this discussion, his older sibling Rohan co-founded Marley Coffee, an organic farm in the Jamaican Blue Mountains. Following Carey’s demonstration of mainstream pop’s increasingly realistic depiction of courtship behaviours during the 1960s, songwriters continued to draw on coffee as a metaphor for failed romance. In Carly Simon’s You’re So Vain (1972), she dreams of clouds in her coffee while contemplating an ostentatious ex-lover. Squeeze’s Black Coffee In Bed (1982) uses a coffee stain metaphor to describe the end of what appears to be yet another dead-end relationship for the protagonist. Sarah Harmer’s Coffee Stain (1998) expands on this device by reworking the familiar “lipstick on your collar” trope, while Sexsmith & Kerr’s duet Raindrops in my Coffee (2005) superimposes teardrops in coffee and raindrops on the pavement with compelling effect. Kate Bush’s Coffee Homeground (1978) provides the most extreme narrative of relationship breakdown: the true story of Cora Henrietta Crippin’s poisoning. Researchers who replicated Horton’s and Carey’s methodology in the late 1970s (Bridges; Denisoff) were surprised to find their results dominated by traditional courtship ideals. The new liberal values unearthed by Carey in the late 1960s simply failed to materialise in subsequent decades. In this context, it is interesting to observe how romantic coffee songs in contemporary soul and jazz continue to disavow the post-1960s trend towards realistic social narratives, adopting instead a conspicuously consumerist outlook accompanied by smooth musical timbres. This phenomenon possibly betrays the influence of contemporary coffee advertising. From the 1980s, television commercials have sought to establish coffee as a desirable high end product, enjoyed by bohemian lovers in a conspicuously up-market environment (Werder). All Saints’s Black Coffee (2000) and Lebrado’s Coffee (2006) identify strongly with the culture industry’s image of coffee as a luxurious beverage whose consumption signifies prominent social status. All Saints’s promotional video is set in a opulent location (although its visuals emphasise the lyric’s romantic disharmony), while Natalie Cole’s Coffee Time (2008) might have been itself written as a commercial. Busting Up a Starbucks: The Politics of Coffee Politics and coffee meet most palpably at the coffee shop. This conjunction has a well-documented history beginning with the establishment of coffee houses in Europe and the birth of the public sphere (Habermas; Love; Pincus). The first popular songs to reference coffee shops include Jaybird Coleman’s Coffee Grinder Blues (1930), which boasts of skills that precede the contemporary notion of a barista by four decades; and Let's Have Another Cup of Coffee (1932) from Irving Berlin’s depression-era musical Face The Music, where the protagonists decide to stay in a restaurant drinking coffee and eating pie until the economy improves. Coffee in a Cardboard Cup (1971) from the Broadway musical 70 Girls 70 is an unambiguous condemnation of consumerism, however, it was written, recorded and produced a generation before Starbucks’ aggressive expansion and rapid dominance of the coffee house market during the 1990s. The growth of this company caused significant criticism and protest against what seemed to be a ruthless homogenising force that sought to overwhelm local competition (Holt; Thomson). In response, Starbucks has sought to be defined as a more responsive and interactive brand that encourages “glocalisation” (de Larios; Thompson). Koller, however, has characterised glocalisation as the manipulative fabrication of an “imagined community”—whose heterogeneity is in fact maintained by the aesthetics and purchasing choices of consumers who make distinctive and conscious anti-brand statements (114). Neat Capitalism is a more useful concept here, one that intercedes between corporate ideology and postmodern cultural logic, where such notions as community relations and customer satisfaction are deliberately and perhaps somewhat cynically conflated with the goal of profit maximisation (Rojek). As the world’s largest chain of coffee houses with over 19,400 stores in March 2012 (Loxcel), Starbucks is an exemplar of this phenomenon. Their apparent commitment to environmental stewardship, community relations, and ethical sourcing is outlined in the company’s annual “Global Responsibility Report” (Vimac). It is also demonstrated in their engagement with charitable and environmental non-governmental organisations such as Fairtrade and Co-operative for Assistance and Relief Everywhere (CARE). By emphasising this, Starbucks are able to interpellate (that is, “call forth”, “summon”, or “hail” in Althusserian terms) those consumers who value environmental protection, social justice and ethical business practices (Rojek 117). Bob Dylan and Sheryl Crow provide interesting case studies of the persuasive cultural influence evoked by Neat Capitalism. Dylan’s 1962 song Talkin’ New York satirised his formative experiences as an impoverished performer in Greenwich Village’s coffee houses. In 1995, however, his decision to distribute the Bob Dylan: Live At The Gaslight 1962 CD exclusively via Starbucks generated significant media controversy. Prominent commentators expressed their disapproval (Wilson Harris) and HMV Canada withdrew Dylan’s product from their shelves (Lynskey). Despite this, the success of this and other projects resulted in the launch of Starbucks’s in-house record company, Hear Music, which released entirely new recordings from major artists such as Ray Charles, Paul McCartney, Joni Mitchell, Carly Simon and Elvis Costello—although the company has recently announced a restructuring of their involvement in this venture (O’Neil). Sheryl Crow disparaged her former life as a waitress in Coffee Shop (1995), a song recorded for her second album. “Yes, I was a waitress. I was a waitress not so long ago; then I won a Grammy” she affirmed in a YouTube clip of a live performance from the same year. More recently, however, Crow has become an avowed self-proclaimed “Starbucks groupie” (Tickle), releasing an Artist’s Choice (2003) compilation album exclusively via Hear Music and performing at the company’s 2010 Annual Shareholders’s Meeting. Songs voicing more unequivocal dissatisfaction with Starbucks’s particular variant of Neat Capitalism include Busting Up a Starbucks (Mike Doughty, 2005), and Starbucks Takes All My Money (KJ-52, 2008). The most successful of these is undoubtedly Ron Sexsmith’s Jazz at the Bookstore (2006). Sexsmith bemoans the irony of intense original blues artists such as Leadbelly being drowned out by the cacophony of coffee grinding machines while customers queue up to purchase expensive coffees whose names they can’t pronounce. In this, he juxtaposes the progressive patina of corporate culture against the circumstances of African-American labour conditions in the deep South, the shocking incongruity of which eventually cause the old bluesman to turn in his grave. Fredric Jameson may have good reason to lament the depthless a-historical pastiche of postmodern popular culture, but this is no “nostalgia film”: Sexsmith articulates an artfully framed set of subtle, sensitive, and carefully contextualised observations. Songs about coffee also intersect with politics via lyrics that play on the mid-brown colour of the beverage, by employing it as a metaphor for the sociological meta-narratives of acculturation and assimilation. First popularised in Israel Zangwill’s 1905 stage play, The Melting Pot, this term is more commonly associated with Americanisation rather than miscegenation in the United States—a nuanced distinction that British band Blue Mink failed to grasp with their memorable invocation of “coffee-coloured people” in Melting Pot (1969). Re-titled in the US as People Are Together (Mickey Murray, 1970) the song was considered too extreme for mainstream radio airplay (Thompson). Ike and Tina Turner’s Black Coffee (1972) provided a more accomplished articulation of coffee as a signifier of racial identity; first by associating it with the history of slavery and the post-Civil Rights discourse of African-American autonomy, then by celebrating its role as an energising force for African-American workers seeking economic self-determination. Anyone familiar with the re-casting of black popular music in an industry dominated by Caucasian interests and aesthetics (Cashmore; Garofalo) will be unsurprised to find British super-group Humble Pie’s (1973) version of this song more recognisable. Conclusion Coffee-flavoured popular songs celebrate the stimulant effects of caffeine, provide metaphors for courtship rituals, and offer critiques of Neat Capitalism. Harold Love and Guthrie Ramsey have each argued (from different perspectives) that the cultural micro-narratives of small social groups allow us to identify important “ethnographic truths” (Ramsey 22). Aesthetically satisfying and intellectually stimulating coffee songs are found where these micro-narratives intersect with the ethnographic truths of coffee culture. 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Introduction Many people interpret the word ‘cult’ through specific connotations, including, but not limited to, a community of like-minded people on the edge of civilization, often led by a charismatic leader, with beliefs that are ‘other’ to societal ‘norms’. Cults are often perceived as deviant, regularly incorporating elements of crime, especially physical and sexual violence. The adoption by some cults of a special uniform or dress code has been readily picked up by popular culture and has become a key ‘defining’ characteristic of the nature of a cult. In this article, we use the semiotic framework of myth, as discussed by Barthes, to demonstrate how cult uniforms become semiotic myths of popular culture. Narratively, the myth of the cult communicates violence, deviance, manipulation, and brainwashing. The myth of on-screen cults has derived itself from a reflexive pop culture foundation. From popular culture inspiring cults to cults inspiring popular culture and back again, society generates its cult myth through three key mechanisms: medicalisation, deviance amplification, and convergence. This means we are at risk of misrepresenting the true nature of cults, creating a definition incongruent with reality. This article traces the history of cults, the expectations of cult behaviour, and the semiotics of uniforms to start the discussion on why society is primed to accept a confusion between nature and the semiotic messaging of “what-goes-without-saying” (Barthes Mythologies 11). Semiotics and Myth Following the basic groundwork of de Saussure in the early 1900s, semiotics is the study of signs and how we use signs to derive meaning from the external world (de Saussure). Barthes expanded on this with his series of essays in Mythologies, adding a layer of connotation that leads to myth (Barthes Mythologies). Connotation, as described by Barthes, is the interaction between signs, feelings, and values. The connotations assigned to objects and concepts become a system of communication that is a message, the message becomes myth. The myth is not defined by the object or concept, but by the way society collectively understands it and all its connotations (Barthes Elements of Semiology 89-91). For scholars like Barthes, languages and cultural artifacts lend themselves to myth because many of our concepts are vague and abstract. Because the concept is vague, it is easy to impose our own values and ideologies upon it. This also means different people can interpret the same concept in different ways (Barthes Mythologies 132). The concept of a cult is no exception. Cults mean different things to different people and the boundaries between cults and religious or commercial organisations are often contested. As a pop culture artifact, the meaning of cults has been generated through repeated exposure in different media and genres. Similarly, pop culture (tv, films, news, etc.) often has the benefit of fiction, which separates itself from the true nature of cults (sensu Barthes Mythologies). Yet, through repeated exposure, we begin to share a universal meaning for the term and all the behaviours understood within the myth. Our repeated exposure to the signs of cults in pop culture is the combined effect of news media and fiction slowly building upon itself in a reflexive manner. We hear news reports of cults behaving in obscure ways, followed by a drama, parody, critique, or satire in a fictitious story. The audience then begins to see the repeated narrative as evidence to the true nature of cults. Over time the myth of the cult naturalises into the zeitgeist as concretely as any other sign, word, or symbol. Once the myth is naturalised, it is better used as a narrative device when affixed to a universally recognised symbol, such as the uniform. The uniform becomes an efficient device for communicating meaning in a short space of time. We argue that the concept of cult as myth has entered a collective understanding, and so, it is necessary to reflect on the mechanisms that drove the correlations which ultimately created the myth. Barthes’s purpose for analysing myth was “to track down, in the decorative display of what-goes-without-saying, the ideological abuse which, in my view, is hidden there” (Barthes Mythologies 11). For this reason, we must briefly look at the history of cults and their relationship with crime. A Brief History of Cults ‘Cult’ derives from the Latin root, cultus, or cultivation, and initially referred to forms of religious worship involving special rituals and ceremonies directed towards specific figures, objects, and/or divine beings. Early to mid-twentieth century sociologists adopted and adapted the term to classify a kind of religious organisation and later to signal new forms of religious expression not previously of primary or singular interest to the scholar of religion (Campbell; Jackson and Jobling; Nelson). The consequences were such that ‘cult’ came to carry new weight in terms of its meaning and reception, and much like other analytical concepts developed an intellectual significance regarding religious innovation it had not previously possessed. Unfortunately, this was not to last. By the early 1990s, ‘cult’ had become a term eschewed by scholars as pejorative, value-laden, and disparaging of its supposed subject matter; a term denuded of technical and descriptive meaning and replaced by more value-neutral alternatives (Dillon and Richardson; Richardson; Chryssides and Zeller). Results from well-published surveys (Pfeifer; Olson) and our own experience in teaching related subject matter revealed predominantly negative attitudes towards the term ‘cult’, with the inverse true for the alternative descriptors. Perhaps more importantly, the surveys revealed that for the public majority, knowledge of ‘cults’ came via media reportage of particularly the sensational few, rather than from direct experience of new religions or their members more generally (Pfeifer). For example, the Peoples Temple, Branch Davidian, and Heaven’s Gate groups featured heavily in news and mass media. Importantly, reporting of each of the tragic events marking their demise (in 1978, 1993, and 1997 respectively) reinforced a burgeoning stereotype and escalated fears about cults in our midst. The events in Jonestown, Guyana (Peoples Temple), especially, bolstered an anticult movement of purported cult experts and deprogrammers offering to save errant family members from the same fate as those who died [there]. The anticult movement portrayed all alleged cults as inherently dangerous and subject only to internal influences. They figured the charismatic leader as so powerful that he could take captive the minds of his followers and make them do whatever he wanted. (Crockford 95) While the term ‘new religious movement’ (NRM) has been used in place of cults within the academic sphere, ‘cult’ is still used within popular culture contexts precisely because of the connotations it inspires, with features including charismatic leaders, deprogrammers, coercion and mind-control, deception, perversion, exploitation, deviance, religious zealotry, abuse, violence, and death. For this reason, we still use the word cult to mean the myth of the cult as represented by popular culture. Representations of Cults and Expectations of Crime Violence and crime can be common features of some cults. Most NRMs “stay within the boundaries of the law” and practice their religion peacefully (Szubin, Jensen III, and Gregg 17). Unfortunately, it is usually those cults that are engaged in violence and crime that become newsworthy, and thus shape public ‘knowledge’ about the nature of cults and drive public expectations. Two of America’s most publicised cults, Charles Manson and the Manson Family and the Peoples Temple, are synonymous with violence and crime. Prior to committing mass suicide by poison in Jonestown, the Peoples Temple accumulated many guns as well as killing Congressman Leo Ryan and members of his party. Similarly, Charles Manson and the Manson Family stockpiled weapons, participated in illegal drug use, and murdered seven people, including Hollywood actor Sharon Tate. The high-profile victims of both groups ensured ongoing widespread media attention and continuous popular culture interest in both groups. Other cults are more specifically criminal in nature: for example, the Constanzo group in Matamoros, while presenting as a cult, are also a drug gang, leading to many calling these groups narco-cults (Kail 56). Sexual assault and abuse are commonly associated with cults. There have been numerous media reports worldwide on the sexual abuse of (usually) women and/or children. For example, a fourteen-year-old in the Children of God group alleged that she was raped when she disobeyed a leader (Rudin 28). In 2021, the regional city of Armidale, Australia, became national news when a former soldier was arrested on charges of “manipulating a woman for a ‘cult’ like purpose” (McKinnell). The man, James Davis, styles himself as the patriarch of a group known as the ‘House of Cadifor’. Police evidence includes six signed “slavery contracts”, as well as 70 witnesses to support the allegation that Mr Davis subjected a woman to “ongoing physical, sexual and psychological abuse and degradation” as well as unpaid prostitution and enslavement (McKinnell). Cults and Popular Culture The depiction of cults in popular culture is attracting growing attention. Scholars Lynn Neal (2011) and Joseph Laycock (2013) have initiated this research and identified consistent stereotypes of 'cults’ being portrayed throughout popular media. Neal found that cults began to be featured in television shows as early as the 1950s and 1960s, continually escalating until the 1990s before dropping slightly between 2000 and 2008 (the time the research was concluded). Specifically, there were 10 episodes between 1958-1969; 19 in the 1970s, which Neal attributes to the “rise of the cult scare and intense media scrutiny of NRMs” (97); 25 in the 1980s; 72 in the 1990s; and 59 between 2000 and 2008. Such academic research has identified that popular culture is important in the formation of the public perception, and social definition, of acceptable and deviant religions (Laycock 81). Laycock argues that representations of cults in popular culture reinforces public narratives about cults in three important ways: medicalisation, deviance amplification, and convergence. Medicalisation refers to the depiction of individuals becoming brainwashed and deprogrammed. The medicalisation of cults can be exacerbated by the cult uniform and clinical, ritualistic behaviours. Deviance amplification, a term coined by Leslie Wilkins in the 1960s, is the phenomenon of ‘media hype’, where the media selects specific examples of deviant behaviour, distorting them (Wilkins), such that a handful of peripheral cases appears representative of a larger social problem (Laycock 84). Following the deviance amplification, there is then often a 'moral panic' (a term coined by Stanley Cohen in 1972) where the problem is distorted and heightened within the media. Cults are often subject to deviance amplification within the media, leading to moral panics about the ‘depraved’, sexual, criminal, and violent activities of cults preying on and brainwashing innocents. Convergence “is a rhetorical device associated with deviance amplification in which two or more activities are linked so as to implicitly draw a parallel between them” (Laycock 85). An example of convergence occurred when the Branch Davidians were compared to the Peoples Temple, ultimately leading the FBI “to end the siege through an aggressive ‘dynamic entry’ in part because they feared such a mass suicide” (Laycock 85). The FBI transferred responsibility for the deaths to ‘mass suicide’, which has become the common narrative of events at Waco. Each of the three mechanisms have an important role to play in the popular culture presentation of cults to audiences. Popular media sources, fictional or not, are incentivised to present the most diabolical cult to the audience – and this often includes the medicalised elements of brainwashing and manipulation. This presentation reinforces existing deviance amplification and moral panics around the depraved activities of cults, and in particular sexual and criminal activities. And finally, convergence acts as a 'cultural script’ where the portrayal of these types of characteristics (brainwashing, criminal or violent behaviour, etc.) is automatically associated with cults. As Laycock argues, “in this way, popular culture has a unique ability to promote convergence and, by extension, deviance amplification” (85). The mechanisms of medicalisation, deviance amplification and convergence are important to the semiotic linking of concepts, signs, and signifiers in the process of myth generation. In efficiently understanding the message of the myth, the viewer must have a sign they can affix to it. In the case of visual mediums this must be immediate and certain. As many of the convergent properties of cults are behavioural (acts of violence and depravity, charismatic leaders, etc.), we need a symbol that audiences can understand immediately. Uniforms achieve this with remarkable efficiency. Upon seeing a still, two-dimensional image of people wearing matching garb it can be made easily apparent that they are part of a cult. Religious uniforms are one of the first visual images one conjures upon hearing the word cult: “for most people the word ‘cult’ conjures up ‘60s images of college students wearing flowing robes, chanting rhythmically and spouting Eastern philosophy” (Salvatore cited in Petherick 577; italics in original). The impact is especially pronounced if the clothes are atypical, anachronistic, or otherwise different to the expected clothes of the context. This interpretation then becomes cemented through the actions of the characters. In Rick and Morty, season 1, episode 10, Morty is imprisoned with interdimensional versions of himself. Despite some morphological differences, each Morty is wearing his recognisable yellow top and blue pants. While our Morty’s back is turned, five hooded, robed figures in atypical garb with matching facial markings approach Morty. The audience is immediately aware that this is a cult. The comparison between the uniform of Morty and the Morty cult exemplifies the use of cult uniform in the myth of Cults. The cult is then cemented through chanting and a belief in the “One true Morty” (Harmon et al.). Semiotics, Clothes, and Uniforms The semiotics of clothes includes implicit, explicit, and subliminal signs. The reasons we choose to wear what we wear is governed by multiple factors both within our control and outside of it: for instance, our body shape, social networks and economic status, access to fashion and choice (Barthes The Fashion System; Hackett). We often choose to communicate aspects of our identity through what we wear or what we choose not to wear. Our choice of clothing communicates aspects of who we are, but also who we want to be (Hackett; Simmel; Veblen) Uniforms are an effective and efficient communicative device. Calefato’s classification of uniforms is not only as those used by military and working groups, but also including the strictly coded dress of subcultures. Unlike other clothes which can be weakly coded, uniforms differentiate themselves through their purposeful coded signalling system (Calefato). To scholars such as Jennifer Craik, uniforms intrigue us because they combine evident statements as well as implied and subliminal communications (Craik). Theories about identity predict that processes similar to the defining of an individual are also important to group life, whereby an individual group member's conceptualisation of their group is derived from the collective identity (Horowitz; Lauger). Collective identities are regularly emphasised as a key component in understanding how groups gain meaning and purpose (Polletta and Jasper). The identity is generally constructed and reinforced through routine socialisation and collective action. Uniforms are a well-known means of creating collective identities. They restrict one’s clothing choices and use boundary-setting rituals to ensure commitment to the group. In general, the more obvious the restriction, the easier it is to enforce. Demanding obvious behaviours from members, unique to the community, simultaneously generates a differentiation between the members and non-members, while enabling self-enforcement and peer-to-peer judgments of commitment. Leaders of religious movements like cults and NRMs will sometimes step back from the punitive aspects of nonconformity. Instead, it falls to the members to maintain the discipline of the collective (Kelley 109). This further leads to a sense of ownership and therefore belonging to the community. Uniforms are an easy outward-facing signal that allows for ready discrimination of error. Because they are often obvious and distinctive dress, they constrain and often stigmatise members. In other collective situations such as with American gangs, even dedicated members will deny their gang affiliation if it is advantageous to do so (Lauger Real Gangstas). While in uniform, individuals cannot hide their membership, making the sacrifice more costly. Members are forced to take one hundred percent of the ownership and participate wholly, or not at all. Through this mechanism, cults demonstrate the medicalisation of the members. Leaders may want their members to be unable to escape or deny affiliation. Similarly, their external appearances might invite persecution and therefore breed resilience, courage, and solidarity. It is, in essence, a form of manipulation (see for instance Iannaccone). Alternatively, as Melton argues, members may want to be open and proud of their organisation, as displayed through them adopting their uniforms (15). The uniform of cults in popular media is a principal component of medicalisation, deviance amplification, and convergence. The uniform, often robes, offers credence to the medicalisation aspect: members of cults are receiving ‘treatment’ — initially, negative treatment while being brainwashed, and then later helpful/saving treatment when being deprogrammed, providing they survive a mass suicide attempt and/or, criminal, sexual, or violent escapades. Through portraying cult members in a distinctive uniform, there is no doubt for the audience who is receiving or in need of treatment. Many of the cults portrayed on screen can easily communicate the joining of a cult by changing the characters' dress. Similarly, by simply re-dressing the character, it is communicated that the character has returned to normal, they have been saved, they are a survivor. In Unbreakable Kimmy Schmidt, while three of the four ‘Mole women’ integrate back into society, Gretchen Chalker continues to believe in their cult; as such she never takes of her cult uniform. In addition, the employment of uniforms for cult members in popular culture enables an instant visual recognition of ‘us’ and ‘them’, or ‘normal’ and ‘abnormal’, and reinforces stereotypical notions of social order and marginalised, deviant (religious) groups (Neal 83). The clothing differences are obvious in The Simpsons season 9, episode 13, “Joy of Sect”: ‘Movementarian’ members, including the Simpsons, don long flowing robes. The use of cult uniform visualises their fanatical commitment to the group. It sets them apart from the rest of Springfield and society (Neal 88-89). The connection between uniforms and cults derives two seemingly paradoxical meanings. Firstly, it reduces the chances of the audience believing that the cult employed ‘deceptive recruiting’ techniques. As Melton argues, because of the association our society has with uniforms and cults, “it is very hard for someone to join most new religions, given their peculiar dress and worship practices, without knowing immediately its religious nature” (14). As such, within popular media, the presence of the uniform increases the culpability of those who join the cult. Contrarily, the character in uniform is a sign that the person has been manipulated and/or brainwashed. This reduces the culpability of the cult member. However, the two understandings are not necessarily exclusive. It is possible to view the cult member as a naïve victim, someone who approached the cult as an escape from their life but was subsequently manipulated into behaving criminally. This interpretation is particularly powerful because it indicates cults can prey on anyone, and that anyone could become a victim of a cult. This, in turn, heightens the moral panic surrounding cults and NRMs. The on-screen myth of the cult as represented by its uniform has a basis in the real-life history of NRMs. Heaven’s Gate members famously died after they imbibed fatal doses of alcohol and barbiturates to achieve their ‘final exit’. Most members were found laid out on beds covered in purple shrouds, all wearing matching black shirts, black pants, and black and white Nike shoes. The famous photos of Warren Jeffs’s polygamous Fundamentalist Church of Jesus Christ of Latter-Day Saints, the subject of Netflix’s Keep Sweet: Pray and Obey, depict multiple women in matching conservative dresses with matching hairstyles gathered around a photo of Jeffs. The image and uniform are a clear influence on the design of Unbreakable’s ‘Mole women’. A prime example of the stereotype of cult uniforms is provided by the Canadian comedy program The Red Green Show when the character Red tells Harold “cults are full of followers, they have no independent thought, they go to these pointless meetings ... they all dress the same” (episode 165). The statement is made while the two main characters Red and Harold are standing in matching outfits. Blurring Nature and Myth Importantly, the success of these shows very much relies on audiences having a shared conception of NRMs and the myth of the cult. This is a curious combination of real and fictional knowledge of the well-publicised controversial events in history. Fictional cults frequently take widely held perspectives of actual religious movements and render them either more absurd or more frightening (Laycock 81). Moreover, the blurring of fictional and non-fictional groups serves to reinforce the sense that all popular culture cults and their real-world counterparts are the same; that they all follow a common script. In this, there is convergence between the fictional and the real. The myth of the cult bleeds from the screen into real life. The Simpsons’ “The Joy of Sect” was televised in the year following the suicide of the 39 members of the Heaven’s Gate group, and the storyline in part was influenced by it. Importantly, as a piercing, satirical critique of middle-class America, the “Joy of Sect” not only parodied traditional and non-traditional religion generally (as well as the ‘cult-like’ following of mass media such as Fox); scholars have shown that it also parodied the ‘cult’ stereotype itself (Feltmate). While Heaven’s Gate influenced to a greater or lesser extent each of the TV shows highlighted thus far, it was also the case that the group incorporated into its eschatology aspects of popular culture linked primarily to science fiction. For example, group members were known to have regularly watched and discussed episodes of Star Trek (Hoffmann and Burke; Sconce), adopting aspects of the show’s vernacular in “attempts to relate to the public” (Gate 163). Words such as ‘away-team’, ‘prime-directive’, ‘hologram’, ‘Captain’, ‘Admiral’, and importantly ‘Red-Alert’ were adopted; the latter, often signalling code-red situations in Star Trek episodes, appeared on the Heaven’s Gate Website in the days just prior to their demise. Importantly, allusions to science fiction and Star Trek were incorporated into the group’s self-styled ‘uniform’ worn during their tragic ritual-suicide. Stitched into the shoulders of each of their uniforms were triangular, Star Trek-inspired patches featuring various celestial bodies along with a tagline signalling the common bond uniting each member: “Heaven’s Gate Away Team” (Sconce). Ironically, with replica patches readily for sale online, and T-shirts and hoodies featuring modified though similar Heaven’s Gate symbolism, this ‘common bond’ has been commodified in such a way as to subvert its original meaning – at least as it concerned ‘cult’ membership in the religious context. The re-integration of cult symbols into popular culture typifies the way we as a society detachedly view the behaviours of cults. The behaviour of cults is anecdotally viewed through a voyeuristic lens, potentially exacerbated by the regular portrayals of cults through parody. Scholars have demonstrated how popular culture has internationally impacted on criminological aspects of society. For instance, there was a noted, international increase in unrealistic expectations of jurors wanting forensic evidence during court cases after the popularity of forensic science in crime dramas (Franzen; Wise). After the arrest of James Davis in Armidale, NSW, Australia, the Sydney Morning Herald reported that Davis was the patriarch of the “House of Cadifor” and he was part of a “cult” (both reported in inverted commas). The article also includes an assumption from Davis's lawyer that, in discussing the women of the group, “the Crown might say ‘they’ve been brainwashed’”. Similarly, the article references the use of matching collars by the women (Mitchell). Nine News reported that the “ex-soldier allegedly forced tattooed, collared sex slave into prostitution”, bringing attention to the clothing as part of the coercive techniques of Davis. While the article does not designate the House of Cadifor as a cult, they include a quote from the Assistant Commissioner Justine Gough, “Mr Davis' group has cult-like qualities”, and included the keyword ‘cults’ for the article. Regrettably, the myth of cults and real-world behaviours of NRMs do not always align, and a false convergence is drawn between the two. Furthermore, the consistent parodying and voyeuristic nature of on-screen cults means we might be at fault of euphemising the crimes and behaviours of those deemed to be part of a ‘cult’. Anecdotally, the way Armidale locals discussed Davis was through a lens of excitement and titillation, as if watching a fictional story unfold in their own backyard. The conversations and news reporting focussed on the cult-like aspects of Davis and not the abhorrence of the alleged crimes. We must remain mindful that the cinematic semiology of cults and the myth as represented by their uniform dress and behaviours is incongruent with the nature of NRMs. However, more work needs to be done to better understand the impact of on-screen cults on real-world attitudes and beliefs. Conclusion The myth of the cult has entered a shared understanding within today’s zeitgeist, and the uniform of the cult stands at its heart as a key sign of the myth. Popular culture plays a key role in shaping this shared understanding by following the cultural script, slowly layering fact with fiction, just as fact begins to incorporate the fiction. The language of the cult as communicated through their uniforms is, we would argue, universally understood and purposeful. The ubiquitous representation of cults portrays a deviant group, often medicalised, and subject to deviance amplification and convergence. When a group of characters is presented to the audience in the same cult dress, we know what is being communicated to us. Fictional cults in popular culture continue to mirror the common list of negative features attributed to many new religious movements. Such fictional framing has come to inform media-consumer attitudes in much the same way as news media, reflecting as they do the cultural stock of knowledge from which our understandings are drawn, and which has little grounding in the direct or immediate experience of the phenomena in question. In short, the nature of NRMs has become confused with the myth of the cult. More research is needed to understand the impact of the myth of the cult. However, it is important to ensure “what-goes-without-saying” is not obfuscating, euphemising, or otherwise misrepresenting nature. References Barthes, Roland. Elements of Semiology. London: Jonathon Cape, 1967. ———. The Fashion System. U of California P, 1990. ———. Mythologies. Trans. 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