Journal articles: 'California Type Foundry' – Grafiati (2024)

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‘Candidatus Liberibacter asiaticus’ (CLas), an α-proteobacterium, is associated with citrus Huanglongbing (HLB; yellow shoot disease). In California, two cases of CLas have been detected in Los Angeles County, one in Hacienda Heights in 2012 and the other in San Gabriel in 2015. Although all infected trees were destroyed in compliance with a state mandate, citrus industry stakeholder concerns about HLB in California are high. Little is known about the biology of CLas, particularly the California strains, hindering effective HLB management efforts. In this study, next-generation sequencing technology (Illumina MiSeq) was employed to characterize the California CLas strains. Data sets containing >4 billion (Giga) bp of sequence were generated from each CLas sample. Two prophages (P-HHCA1-2 and P-SGCA5-1) were identified by the MiSeq read mapping technique referenced to two known Florida CLas prophage sequences, SC1 and SC2. P-HHCA1-2 was an SC2-like or Type 2 prophage of 38,989 bp in size. P-SGCA5-1 was an SC1-like or Type 1 prophage of 37,487 bp in size. Phylogenetic analysis revealed that P-HHCA1-2 was part of an Asiatic lineage within the Type 2 prophage group. Similarly, P-SGCA5-1 was part of an Asiatic lineage within Type 1 prophage group. The Asiatic relatedness of both P-HHCA1-2 and P-SGCA5-1 was further presented by single nucleotide polymorphism analysis at terL (encoding prophage terminase) that has been established for CLas strain differentiation. The presence of different prophages suggests that the two California CLas strains could have been introduced from different sources. An alternative explanation is that there was a mixed CLas population containing the two types of prophages, and limited sampling in a geographic region may not accurately depict the true CLas diversity. More accurate pathway analysis may be achieved by including more strains collected from the regions.

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AbstractThe University of California Riverside Nematode Collection (UCRNC) was founded by S.A. Sher in 1953. Today it includes ca 35 000 slides and nearly 180 000 mounted specimens of nematodes from around the world, soil Tylenchida being particularly strongly represented. In addition to material mounted on slides, the collection is a repository for vials of bulked collections, scanning electron micrographs and a supporting reprint collection. The collection of name-bearing types, with more than 3200 slides, is published herein.

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Robert M. Kleinpell (1905-1986) has been called the founder of a ‘Berkeley School of West Coast Cenozoic Stratigraphic Paleontology’. Through his personal experiences in carrying out oil exploration in California's Cenozoic stratigraphic successions, his extensive inquiry into the fundamentals of stratigraphic paleontology, and his teaching activity while held in a Japanese prison camp during World War II, Kleinpell developed the basic ingredients for his school of stratigraphic paleontology. His school attracted numbers of students interested in obtaining employment in the oil industry when Kleinpell joined the Department of Paleontology at University of California, Berkeley, in 1953. Kleinpell told his students that the first step toward a basic understanding of stratigraphic geology came from field mapping and recording of all relevant data. The data included collecting fossils from precisely-positioned stratigraphic levels. The fossil occurrence information was then plotted carefully to ascertain associations of taxa that appeared to be unique. The associations that appeared to be unique in time, based on their stratigraphic positions (Kleinpell came to term these ‘congregations’), were used to recognize zones and stages. Kleinpell was firm in his conviction that the zones and stages that he and his students recognized in American West Coast Cenozoic strata were closely similar in principle to the zones and Zonengruppe of Albert Oppel who had worked with ammonite faunas in the European Jurassic. Kleinpell did not publish a diagram or definition of the zones that he espoused because, he said, Oppel had already defined that type of zone. Hollis Hedberg, Kleinpell's former fellow-student in graduate study at Stanford, did include a discussion of the ‘zone’ of Oppel and Kleinpell in the 1976 International Stratigraphic Guide. Subsequent international and American stratigraphic guides and codes have omitted Hedberg's discussion and illustration of the Oppel zone. The West Coast Cenozoic zones and stages, recognized using the methodology established by Oppel, are a primary characteristic of the Berkeley School of Stratigraphic Paleontology.

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AbstractWeedy rice (Oryza sativa f. spontanea Rosh.) is an emerging weed of California rice (Oryza sativa L.) that has potential to cause large yield losses. Early detection of weedy rice in the field is ideal to effectively control and prevent the spread of this weed. However, it is difficult to differentiate weedy rice from cultivated rice during early growth stages due to the close genetic and phenotypic relatedness of cultivated rice and weedy rice. The objective of this study is to examine phenotypic variation in weedy rice biotypes from California and to identify traits that could be used to visually identify weedy rice infestations at early growth stages for effective management. Greenhouse experiments were conducted in 2017 and 2018 using five phenotypically distinct biotypes of weedy rice found in California, along with diverse cultivated, weedy, and wild rice types in a randomized complete block design. We measured variation for 13 phenotypic traits associated with weedy rice and conducted principal component analysis and factor analysis to identify important weedy traits. Most weedy rice individuals within a biotype clustered together by phenotypic similarity. Pericarp color, hull color, chlorophyll content, grain length, plant height, leaf pubescence, collar color, and leaf sheath color account for most of the observed variation. California weedy rice biotypes are phenotypically distinct from wild rice and from weedy rice from the southern United States in their combinations of seed phenotypes and vegetative characteristics. In comparison with the locally grown temperate japonica cultivars, California weedy rice tends to be taller, with lower chlorophyll content and a red pericarp. Weedy rice biotypes vary in seed shattering and seed dormancy. For weedy rice management, plant height and chlorophyll content are distinct traits that could be used to differentiate weedy rice from the majority of cultivated rice varieties in California during vegetative stages of rice growth.

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PurposeTo determine the prevalence and type of BRCA1 and BRCA2 (BRCA) mutations among Hispanics in the Southwestern United States and their potential impact on genetic cancer risk assessment (GCRA).Patients and MethodsHispanics (n = 746) with a personal or family history of breast and/or ovarian cancer were enrolled in an institutional review board–approved registry and received GCRA and BRCA testing within a consortium of 14 clinics. Population-based Hispanic breast cancer cases (n = 492) enrolled in the Northern California Breast Cancer Family Registry, negative by sequencing for BRCA mutations, were analyzed for the presence of the BRCA1 ex9-12del large rearrangement.ResultsDeleterious BRCA mutations were detected in 189 (25%) of 746 familial clinic patients (124 BRCA1, 65 BRCA2); 21 (11%) of 189 were large rearrangement mutations, of which 62% (13 of 21) were BRCA1 ex9-12del. Nine recurrent mutations accounted for 53% of the total. Among these, BRCA1 ex9-12del seems to be a Mexican founder mutation and represents 10% to 12% of all BRCA1 mutations in clinic- and population-based cohorts in the United States.ConclusionBRCA mutations were prevalent in the largest study of Hispanic breast and/or ovarian cancer families in the United States to date, and a significant proportion were large rearrangement mutations. The high frequency of large rearrangement mutations warrants screening in every case. We document the first Mexican founder mutation (BRCA1 ex9-12del), which, along with other recurrent mutations, suggests the potential for a cost-effective panel approach to ancestry-informed GCRA.

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Emplectonema viride Stimpson, 1857, a barnacle predator, is one of the most common and conspicuous intertidal nemerteans found along the West Coast of North America from Alaska to California, but it is currently referred to by the wrong name. Briefly described without designation of type material or illustrations, the species was synonymized with the Atlantic look-alike, Emplectonema gracile (Johnston, 1837) by Coe. Here we present morphological and molecular evidence that E. viride is distinct from E. gracile. The two species exhibit differences in color of live specimens and egg size and are clearly differentiated with species delimitation analyses based on sequences of the partial regions of the 16S rRNA and cytochrome c oxidase subunit I genes. In order to improve nomenclatural stability, we re-describe E. viride based on specimens from the southern coast of Oregon and discuss which species should be the type species of the genus. Emplectonema viride was one of the two species originally included in the genus Emplectonema Stimpson, 1857, but subsequent synonymization of E. viride with E. gracile resulted in acceptance of the Atlantic species, E. gracile, as the type species of the genus. We resurrect E. viride Stimpson, 1857 and following Corrêa’s designation, this should be the type species of the genus Emplectonema.

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We study the effect of recruitment failures and variance in reproductive success on effective population size (Ne) in populations with type III survivorship curves. Special emphasis is put on determining the causes for the large differences in the genetic variability between populations of Pacific sardine (Sardinops sagax) and northern anchovy (Engraulis mordax). The results indicate that moderate differences in life history between ecologically related species can lead to substantial differences in Ne. The effect of fluctuations in vital rate parameters induced by environmental changes on Ne depends on the life history of each species. The ratio of Ne to census size is directly proportional to the total reproductive value of a population, but the sensitivity of this ratio to environmental fluctuations is inversely proportional to the generation overlap. The larger the generation overlap, the smaller the impact of environmental fluctuations on the level of genetic variability maintained by a population. The large difference in heterozygosity between Pacific sardine and northern anchovy populations is likely due to both life history differences between the two species and a recent arrival (founder event) of the Pacific sardine population to the California Current System.

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ABSTRACT Retrospective molecular epidemiology was performed on samples from four sooty mangabey (SM) colonies in the United States to characterize simian immunodeficiency virus SIVsm diversity in SMs and to trace virus circulation among different primate centers (PCs) over the past 30 years. The following SIVsm sequences were collected from different monkeys: 55 SIVsm isolates from the Tulane PC sampled between 1984 and 2004, 10 SIVsm isolates from the Yerkes PC sampled in 2002, 7 SIVsm isolates from the New Iberia PC sampled between 1979 and 1986, and 8 SIVsm isolates from the California PC sampled between 1975 and 1977. PCR and sequencing were done to characterize the gag, pol, and env gp36 genes. Phylogenetic analyses were correlated with the epidemiological data. Our analysis identified nine different divergent phylogenetic lineages that cocirculated in these four SM colonies in the Unites States in the past 30 years. Lineages 1 to 5 have been identified previously. Two of the newly identified SIVsm lineages found in SMs are ancestral to SIVmac251/SIVmac239/SIVmne and SIVstm. We further identified the origin of these two macaque viruses in SMs from the California National Primate Research Center. The diversity of SIVsm isolates in PCs in the United States mirrors that of human immunodeficiency virus type 1 (HIV-1) group M subtypes and offers a model for the molecular epidemiology of HIV and a new approach to vaccine testing. The cocirculation of divergent SIVsm strains in PCs resulted in founder effects, superinfections, and recombinations. This large array of SIVsm strains showing the same magnitude of diversity as HIV-1 group M subtypes should be extremely useful for modeling the efficacy of vaccination strategies under the real-world conditions of HIV-1 diversity. The genetic variability of SIVsm strains among PCs may influence the diagnosis and monitoring of SIVsm infection and, consequently, may bias the results of pathogenesis studies.

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In the years since the passage of the Bayh–Dole Act of 1980, university technology transfer success has been measured primarily by traditional metrics such as numbers of patents filed, revenue obtained from licensed patents and numbers of start-up companies founded to commercialize university intellectual property. Intellectual property (IP) managers have often responded to these metrics and expectations by attempting to maximize revenue from commercial IP licences. In recent years the University of California at Berkeley has acknowledged that, while licence revenue generation and local economic development are important goals, it is equally important to maximize the social impact of research. It has therefore adopted several IP management strategies, including a Socially Responsible Licensing Program (SRLP). Several types of agreements have been executed under the SRLP, including IP licences, sponsored research agreements and collaborative research agreements. All are structured to provide an economic incentive to licensees to develop and distribute goods and services to low-income and middle-income countries and/or other target groups as they are defined in each contract.

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Purpose The following paper is a “Q&A interview” conducted by Joanne Pransky of Industrial Robot Journal as a method to impart the combined technological, business and personal experience of a prominent, robotic industry PhD and innovator regarding her pioneering efforts and the challenges of bringing a technological invention to market. This paper aims to discuss these issues. Design/methodology/approach The interviewee is Dr Maja Matarić, Chan Soon-Shiong Distinguished Professor in the Computer Science Department, Neuroscience Program, and the Department of Pediatrics at the University of Southern California, founding director of the USC Robotics and Autonomous Systems Center (RASC), co-director of the USC Robotics Research Lab and Vice Dean for Research in the USC Viterbi School of Engineering. In this interview, Matarić shares her personal and business perspectives on socially assistive robotics. Findings Matarić received her PhD in Computer Science and Artificial Intelligence from MIT in 1994, MS in Computer Science from MIT in 1990 and BS in Computer Science from the University of Kansas in 1987. Inspired by the vast potential for affordable human-centered technologies, she went on to found and direct the Interaction Lab, initially at Brandeis University and then at the University of Southern California. Her lab works on developing human–robot non-physical interaction algorithms for supporting desirable behavior change; she has worked with a variety of beneficiary user populations, including children with autism, elderly with Alzheimer’s, stroke survivors and teens at risk for Type 2 diabetes, among others. Originality/value Matarić is a pioneer of the field of socially assistive robotics (SAR) with the goal of improving user health and wellness, communication, learning and autonomy. SAR uses interdisciplinary methods from computer science and engineering as well as cognitive science, social science and human studies evaluation, to endow robots with the ability to assist in mitigating critical societal problems that require sustained personalized support to supplement the efforts of parents, caregivers, clinicians and educators. Matarić is a Fellow of the American Association for the Advancement of Science (AAAS), Fellow of the IEEE and AAAI, recipient of the Presidential Awards for Excellence in Science, Mathematics & Engineering Mentoring (PAESMEM), the Anita Borg Institute Women of Vision Award for Innovation, Okawa Foundation Award, NSF Career Award, the MIT TR35 Innovation Award, the IEEE Robotics and Automation Society Early Career Award and has received many other awards and honors. She was featured in the science documentary movie “Me & Isaac Newton”, in The New Yorker (“Robots that Care” by Jerome Groopman, 2009), Popular Science (“The New Face of Autism Therapy”, 2010), the IEEE Spectrum (“Caregiver Robots”, 2010), and is one of the LA Times Magazine 2010 Visionaries. Matarić is the author of a popular introductory robotics textbook, “The Robotics Primer” (MIT Press 2007), an associate editor of three major journals and has published extensively.

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Hemophilic arthropathy is characterized by vascular abnormalities in the joint soft tissue that may cause rebleeding and progressive joint destruction. Defective thrombin generation in hemophilia leads to impaired activation of Thrombin Activatable Fibrinolysis Inhibitor (TAFI). Activated TAFI (TAFIa) is a carboxypeptidase that cleaves C-terminal Lysine from fibrin or cell plasminogen receptors, thereby diminishing fibrinolysis or pericellular plasmin generation. In addition, TAFIa inactivates pro-inflammatory (i.e. C3a, C5a, bradykinin) and anti-angiogenic (i.e. VEGF-A, SDF-1α) substrates. We have recently shown that TAFI-gene deficiency causes vascular abnormalities in the mouse joints that phenocopy those in hemophilic arthropathy, either after joint bleeding or spontaneously with aging. Based on these mechanistic insights, we evaluated treatment with TAFI for its ability to mitigate bleeding-induced vascular abnormalities and associated bleeding susceptibility in the FVIII KO mouse joint. Knee joint bleeding in FVIII KO mice was induced by a subpatellar puncture injury that was standardized to cause severe bleeding as defined by a hematocrit (Hct) drop from 47 ± 2 % at baseline (BL) to 29 ± 11 % two days after injury. The vascular abnormalities formed in the hemophilic mouse joint 2 weeks after injury capture those in patients with hemophilic arthropathy: i.e. increased vascular permeability and abnormal vessel enlargement. Hydrodynamic gene delivery was used in mice for continuous treatment with human wild type TAFI (hTAFI-WT). To compensate for lower TAFI activation in hemophilia, two TAFI mutants were tested with extended enzymatic stability: hTAFI-CYQ (8-fold increased) and hTAFI-CIIYQ (180-fold increased). The TAFI constructs had comparable antigen expression profiles (reaching a similar level as in human plasma at day 2 and gradually returning to BL by week 2). Treatment efficacy to reduce vascular permeability, however, differed according to TAFIa's enzymatic stability in FVIII KO mice 2 weeks after injury. Without treatment, Evans blue-BSA extravasation in the joints was increased (1.8-fold compared to the contralateral joint; p= 0.0001 vs BL). hTAFI-WT overexpression initiated 2 days after injury had no effect, whereas hTAFI-CYQ and hTAFI-CIIYQ overexpression reduced the vascular permeability to 1.5-fold (n= 10; p= 0.10 vs untreated) and 1.3-fold (n= 8; p= 0.0032 vs untreated), respectively, indicating that hTAFI-CIIYQ was most effective. Histology at week 2 confirmed that hTAFI-CIIYQ reduced the number of excessively enlarged CD31+ vessels (with ≥ 20 µm diameter) by 3-fold (n= 6; p= 0.0011 vs untreated). To determine whether the protective effect of TAFI overexpression on bleeding-induced vascular abnormalities was associated with inhibition of the plasminogen activation system, continuous administration of tranexamic acid (TXA; 50 mg/ml in drinking water) or antibody-mediated blockage of uPA's proteolytic activity (mU1; 60 mg/kg; 2x weekly) was initiated in FVIII KO mice 2 days after injury. Histology at week 2 showed mU1, but not TXA, reduced vessel enlargement to the same extent as hTAFI-CIIYQ. Finally, the joint bleeding model was adopted to appreciate functional consequences of hypervascularity to changes in bleeding susceptibility. Aged TAFI KO mice (8 months) were used for their spontaneously (3-fold) increased number of enlarged vessels (≥ 40 µm diameter; p= 0.0076) in the joint that correlates with Power Doppler (PD) signal. A mild injury was optimized to cause minimal bleeding and showed that PD signals in joints of aged TAFI KO mice correlated negatively with the Hct 2 days after mild injury with injection of a FVIII inhibitor (r= -0.53, p= 0.024; n= 18), supporting hypervascularity as a major contributor to hemophilic joint bleeding. Furthermore, the same mild injury caused minimal bleeding in naive FVIII KO mice with low BL vascularity (median Hct 46 % vs 48 %; p= 0.81 vs BL; n= 7), but excessive bleeding in FVIII KO mice injured 2 weeks previously with vascular abnormalities (median Hct 38 %; p= 0.021 vs BL; n= 7). hTAFI-CIIYQ effectively reduced bleeding severity upon re-injury (median Hct 47 %; p> 0.99 vs BL; n=5). Our data provide an experimental link between vascular abnormalities and bleeding susceptibility in hemophilic joints and conclude that the vascular abnormalities were alleviated by increasing TAFI levels or inhibiting uPA activity. Disclosures von Drygalski: University of California San Diego: Consultancy, Honoraria, Membership on an entity's Board of Directors or advisory committees, Patents & Royalties; UniQure, Bayer, Bioverativ/Sanofi, Pfizer, Novo Nordisk, Biomarin, Shire, CSL Behring: Consultancy; Hematherix Inc.: Membership on an entity's Board of Directors or advisory committees, Other: Founder. Mosnier:The Scripps Research Institute: Membership on an entity's Board of Directors or advisory committees, Patents & Royalties.

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ISCPES stands for International Society for Comparative Physical Education and Sports and it is going to celebrate its 40th anniversary in 2018. Since the beginning (Israel 1978) the main goals of the Society were established under a worldwide mind set considering five continents and no discrimination of any kind. The founders wanted to compare Physical Education and Sports across the world, searching for the best practices deserving consideration and applied on the purpose of improving citizen quality of life. The mission still stands for “Compare to learn and improve”.As all the organizations lasting for 39 years, ISCPES experienced several vicissitudes, usually correlated with world economic cycles, social and sports changes, which are in ISS journal articles - International Sport Studies.ISS journal is Scopus indexed, aiming to improve its quality (under evaluation) to reach more qualified students, experts, professionals and researchers; doing so it will raise its indexation, which we know it is nowadays a more difficult task. First, because there are more journals trying to compete on this academic fierce competitive market; secondly, because the basic requirements are getting more and more hard to gather in the publishing environment around Physical Education and Sports issues. However, we can promise this will be one of our main strategic goals.Another goal I would like to address on this Editorial is the language issue. We have this second strategic goal, which is to reach most of languages spoken in different continents; besides the English language, we will reach Chinese, Spanish and Portuguese speaking countries. For that reason, we already defined that all the abstracts in English will be translated into Chinese, Spanish and Portuguese words so people can find them on any search browser. That will expand the demand for our journal and articles, increasing the number of potential readers. Of course this opportunity, given by Motricidade, can be considered as a good example to multiply our scope.In June 2017 we organized a joint Conference in Borovets, Bulgaria, with our colleagues from the BCES – Bulgarian Society for Comparative Educational Studies. During those days, there was an election to appoint a new (Portuguese) president. This constitutes an important step for the Portuguese speaker countries, which, for a 4th year term, will have the opportunity to expand the influence of ISCPES Society diffusing the research results we have been achieving into a vast extended new public and inviting new research experts to innovative debates. This new president will be working with a wide geographical diverse team: the Vice President coming from a South American country (Venezuela), and the other several Executive Board members are coming from Brazil, China, Africa and North America. This constitutes a very favorable situation once, adding to this, we kept the previous editorial team from Australia and Europe. We are definitely committed to improve our influence through new incentives to organize several regional (continental) workshops, seminars and Conferences in the next future.The international research is crossing troubled times with exponential number of new indexed journals trying to get new influence and visibility. In order to do that, readers face new challenges because several studies present contradictory conclusions and outcome comparisons still lacking robust methodologies. Uncovering these issues is the focus of our Society.In the past, ISCPES started its activity collecting answers to the same questions asked to several experts in different countries and continents across the world. The starting studies developed some important insights on several issues concerning the way Physical Education professionals approached their challenges. In the very starting documents ISCPES activity focused in identifying certain games and indigenous activities that were not understood by people in other parts of the world, improving this international understanding and communication. This first attempt considered six groups of countries roughly comprehending 26 countries from all the continents.ISCPES has on its archives several seminal works, PhD proposals and program proposals, which constitutes the main theoretical framework considered in some textbooks printed at the end of the sixties in the XXth century.The methods used mostly sources’ country comparisons, historic development of comparative education systems, list of factors affecting those systems and a systematic analysis of case studies; additionally, international organizations for sports and physical education were also required to identify basic problems and unique features considered for the implementation of each own system. At the time, Lynn C. Vendien & John E. Nixon book “The World Today in Health, Physical Education and Recreation”, Englewood Cliffs, New Jersey: Prentice-Hall, Inc. 1968, together with two monographies from William Johnson “Physical Education around the World”, 1966, 1968, Indianapolis, Phi Epsilon Kappa editions, were the main textbook references.The main landscapes of interest were to study sports compared or the sport role in Nationalisms, Political subsidization, Religion, Race and volunteering versus professionalism. The goal was to state the true place of sports in societies.In March 1970, Ben W. Miller from the University of California compiled an interesting Exhibit n.1 about the main conclusions of a breakfast meeting occurred during the American Association for Health, Physical Education and Recreation. There, they identified thirty-one individuals, which had separate courses in “Comparative and/or International Physical Education, Recreation and Sports”; one month later, they collected eighteen responses with the bibliographic references they used. On this same Exhibit n.1 there is detailed information on the title, catalogue description, date of initial course (1948, the first), credit units, eligibility, number of year offer, type of graduation (from major to doctorate and professional). Concluding, the end of the sixties can be the mark of a well-established body of literature in comparative education and sports studies published in several scientific journals.What about the XXIst century? Is it still important to compare sports and education throughout the world? Only with qualitative methods? Mixed methods?We think so. That is why, after a certain decline and fuzzy goal definition in research motivations within ISCPES we decided to innovate and reorganize people from physical education and sports around this important theme of comparative studies. Important because we observe an increasing concern on the contradictions across different results in publications under the same subject. How can we infer? What about good research questions which get no statistically significant results? New times are coming, and we want to be on that frontline of this move as said by Elsevier “With RMR (results masked review) articles, you don’t need to worry about what editors or reviewers might think about your results. As long as you have asked an important question and performed a rigorous study, your paper will be treated the same as any other. You do not need to have null results to submit an RMR article; there are many reasons why it can be helpful to have the results blinded at initial review”.https://www.elsevier.com/connect/reviewers-update/results-masked-review-peer-review-without-publication-bias.This is a very different and challenging time. Our future strategy will comprehend more cooperation between researchers, institutions and scientific societies as an instrument to leverage our understanding of physical activity and sports through different continents and countries and be useful for policy designs.Next 2018, on the occasion of the UE initiative Sofia – European Capital of Sport 2018 we - Bulgarian Comparative Education Society (BCES) & the International Society for Comparative Physical Education and Sport (ISCPES) - will jointly organize an International Conference on Sport Governance around the World.Sports and Physical Education are facing complex problems worldwide, which need to be solved. For health reasons, a vast number of organizations are popularizing the belief that physical education and sports are ‘a must’ in order to promote human activity and movement. However, several studies show that modern lifestyles are the main cause for people's inactivity and sedentary lifestyles.Extensive funded programs used to promote healthy lifestyles; sports media advertising several athletes, turning them into global heroes, influencers in a new emerging industry around sports organizations. Therefore, there is a rise in the number of unethical cases and corruption that influence the image of physical education and sports roles.We, the people emotional and physically involved with sports and physical activity must be aware of this, studying, discussing and comparing global facts and events around the world.This Conference aims to offer an incentive to colleagues from all continents to participate and present their latest results on four specific topics: 1. Sport Governance Systems; 2. Ethics and Corruption in Physical Education and Sports Policies; 3. Physical Education and Sport Development; 4. Training Physical Educators and Coaches. Please consider your selves invited to attend. Details in http://bcesconvention.com/

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Qualcomm Company was founded in San Diego, California, in July 1985 by Irwin Jacobs andSeven. Qualcomm is a multinational American corporation which seeks to design, create anddeliver semiconductor devices and facilities to the industry. Qualcomm originates most of itsincome from the companies that produce chips and grant patents. Qualcomm has headquartersin nearly 33 nations, with around 35,400 staff worldwide. Qualcomm's quarterly incomerecorded a 2 percent rise compared to the prior financial process for fiscal year 2018 of US$21.301 billion. Its stocks traded between 51 and 75 dollars per stock; its market capitalism wasassessed at 105 billion dollars at the beginning of 2018. The business places 133rd in revenueamong the biggest US companies in the Fortune 500 ranking. The firm concentrates on avariety of sectors such as car, schooling, health, networking, Internet forall, portabletechnology, intelligent housing, intelligent towns, intelligent home applications, andwearables. Qualcomm products include Gobi, IPQ, Snapdragon, Powerline, VIVE Wi-FiPlatforms, Mirasol, Pixtronix, AllPlay, 2net, Brew, HealthyCircles, QChat, QLearn, RaptorQ,Halo and WiPower. Qualcomm products include all types of Gobi, Hy-fi and IPQ products. Inthe present article, we analyze Qualcomm's business policies by learning different areas ofbackground, economic policy, STEEP evaluation and SWOT analyzes goods.

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Background/Purpose: Facebook is an American business that offer online social networking services. Facebook was founded in 2004 by Harvard University freshmen Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz, and Chris Hughes. Free access to Facebook enables new users to create profiles, upload photos to existing groups, and start new ones. Every user's profile page has a Timeline area where they can upload material and their social network connections may reply with messages and Status updates informing them of their current location or condition. Additionally, Facebook includes a function called News Feed that notifies users of updates to their friends' profiles and statuses. Users can communicate with one another and exchange private messages using Facebook Messenger. Additionally, Facebook users may express their approval of a type of content by clicking the "Like" button. Every day, more than a billion people use Facebook, making it the most common social network on the planet. Menlo Park, California, is where the company's headquarters are located. Objective: To analyse how Facebook is misused and turned into an attack platform, in order to get sensitive information that can be used to create an attack profile against an individual. Design/Methodology/Approach: SWOT framework is being used to analyse and display information gathered from scholarly publications, web articles, and other sources. Findings/Results: Social Engineering Attacks using Facebook help the attackers to steal sensitive private information from unaware users. Using a false profile is one of the most frequent techniques to execute a large-scale data harvesting attack. Cyber Criminals use Facebook as the main target for social engineering attacks because of its high number of users and popularity. Originality/Value: This paper study gives a brief overview of Social Engineering Attacks on Facebook based on a variety of data collected. Paper Type: Case study-based Research Analysis

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One cannot use the Internet for long without encountering its many dead ends. Despite the adage that everything posted online stays there forever, users quickly discover how fleeting Web content can be. Whether it be the result of missing files, platform moderation, or simply bad code, the Internet constantly displaces its archival contents. Eventual decay is the fate of all digital media, as Wendy Hui Kyong Chun observed in a 2008 article. “Digital media is not always there”, she writes. “We suffer daily frustrations with digital sources that just disappear” (160). When the media content we seek is something trivial like a digitised vacation photo, our inability to retrieve it may merely disappoint us. But what happens when we lose access to Web content about significant cultural events, like viral misinformation about a school shooting? This question takes on great urgency as conspiracy content spreads online at baffling scale and unprecedented speed. Although conspiracy theories have long been a fixture of American culture, the contemporary Internet enables all manner of “information disorder” (Wardle and Derakhshan) to warp media coverage, sway public opinion, and even disrupt the function of government—as seen in the harrowing “Stop the Steal” attack on the U.S. Capitol on 6 January 2021, when rioters attempted to prevent Congress from verifying the results of the 2020 Presidential Election. Scholars across disciplines have sought to understand how conspiracy theories function within our current information ecosystem (Marwick and Lewis; Muirhead and Rosenblum; Phillips and Milner). Much contemporary research focusses on circulation, tracking how conspiracy theories and other types of misinformation travel from fringe Websites to mainstream news outlets such as the New York Times. While undoubtedly valuable, this emphasis on circulation provides an incomplete picture of online conspiracy theories’ lifecycle. How should scholars account for the afterlife of conspiracy content, such as links to conspiracy videos that get taken down for violating YouTube’s Community Guidelines? This and related questions about the dead ends of online conspiracy theorising are underexplored in the existing scholarly literature. This essay contends that the Internet’s tendency to decay ought to factor into our models of digital conspiracy theories. I focus on the phenomenon of malfunctional hyperlinks, one of the most common types of disrepair to which the Internet is prone. The product of so-called “link rot”, broken links would appear to signal an archival failure for online conspiracy theories. Yet recent work from rhetorical theorist Jenny Rice suggests that these broken hyperlinks instead function as a rhetorically potent archive in their own right. To understand this uncanny persuasive work, I draw from rhetorical theory to analyse broken links to conspiracy content on Reddit, the popular social news platform, surrounding the 2018 school shooting in Parkland, Florida, the worst high school shooting in American history. I show that broken links on the subreddit r/conspiracy, by virtue of their dysfunction, persuade conspiracy theorists that they possess “stigmatized knowledge” (Barkun 26) about the shooting that is being suppressed. Ultimately, I argue that link rot functions as a powerful source of evidence within digital conspiracy theories, imbuing broken links with enduring rhetorical force to validate marginalised belief systems. Link Rot—Archival Failure or Archival Possibility? As is suggested by the prefix ‘inter-’, connectivity has always been one of the Internet’s core functionalities. Indeed, the ability to hyperlink two different texts—and now images, videos, and other media—is so fundamental to navigating the Web that we often take these links for granted until they malfunction. In popular parlance, we then say we have clicked on a “broken” or “dead” link, and without proper care to prevent its occurrence, all URLs are susceptible to dying eventually (much like us mortals). This slow process of decay is known as “link rot”. The precise extent of link rot on the Internet is unknown—and likely unknowable, in practice if not principle—but multiple studies have been conducted to assess the degree of link rot in specific archives. One study from 2015 found that nearly 50% of the URLs cited in 406 library and information science journal articles published between 2008-2012 were no longer accessible (Kumar et al. 59). In the context of governmental Webpages, a 2010 study determined that while only 8% of the URLs sampled in 2008 had link rot, that number more than tripled to 28% of URLs with link rot when sampled only two years later (Rhodes 589-90). More recently, scholars from Harvard’s Berkman Klein Center for Internet and Society uncovered an alarming amount of link rot in the online archive of the New York Times, perhaps the most prominent newspaper in the United States: “25% of all links were completely inaccessible, with linkrot becoming more common over time – 6% of links from 2018 had rotted, as compared to 43% of links from 2008 and 72% of links from 1998” (Zittrain et al. 4). Taken together, these data indicate that link rot worsens over time, creating a serious obstacle for the study of Web-based phenomena. Link rot is particularly worrisome for researchers who study online misinformation (including digital conspiracy theories), because the associated links are often more vulnerable to removal due to content moderation or threats of legal action. How should scholars understand the function of link rot within digital conspiracy theories? If our academic focus is on how conspiracy theories circulate, these broken links might seem at best a roadblock to scholarly inquiry or at worst as totally insignificant or irrelevant. After all, users cannot access the material in question; they reach a dead end. Yet recent work by rhetoric scholar Jenny Rice suggests these dead ends might have enduring persuasive power. In her book Awful Archives: Conspiracy Rhetoric and Acts of Evidence, Rice argues that evidence is an “act rather than a thing” and that as a result, we ought to recalibrate what we consider an archive (12, original emphasis). For Rice, archives are more than simple aggregates of documents; instead, they are “ordinary and extraordinary experiences in public life that leave lasting, palpable residues, which then become our sources—our resources—for public discourse” (16-17). These “lasting, palpable residues” are deeply embodied, Rice maintains, for the evidence we gather is “always real in its reference, which is to a felt experience of proximities” (118). For conspiracy theorists in particular, an archive might evoke a profound sense of what Rice memorably describes as “Something intense, something real. Something off. Something f*cked up. Something anomalous” (12, original emphasis). This is no less true when an archive fails to function as designed. Hence, for the remainder of this essay, I pivot to analysing how link rot functions within digital conspiracy theories about the 2018 school shooting in Parkland, Florida. As we will see, the shooting galvanised meaningful gun control activism via the March for Our Lives movement, but the event also quickly became fodder for proliferating conspiracy content. From Crisis to Crisis Actors: The Parkland Shooting and Its Aftermath On the afternoon of 14 February 2018, Nikolas Cruz entered his former high school, Marjory Stoneman Douglas, and murdered 17 people, including 14 students (Albright). While a horrific event, the Parkland shooting unfortunately marked merely the latest in a long line of similar tragedies in the United States, which has been punctuated by school shootings for decades. But the Parkland shooting stands out among the gruesome lineage of similar tragedies due to the profound resolve of its student-survivors, who agitated for gun policy reform through the March for Our Lives movement. In the weeks following the shooting, a group of Parkland students partnered with Everytown for Gun Safety, a non-profit organisation advocating for gun control, to coordinate a youth-led demonstration against gun violence. Held in the U.S. capitol of Washington, D.C. on 24 March 2018, the March for Our Lives protest was the largest demonstration against gun violence in American history (March for Our Lives). The protest drew around 200,000 participants to Washington; hundreds of thousands of protestors attended an estimated 800 smaller rallies held across the United States (CBS News). Furthermore, likeminded protestors across Europe, Asia, Africa, and Australia held allied events to show support for these American students’ cause (Russo). The broader March for Our Lives organisation developed out of the political demonstrations on 24 March 2018; four years later, March for Our Lives continues to be a major force in debates about gun violence in the United States. Although the Parkland shooting inspired meaningful gun control activism, it also quickly provoked a deluge of online conspiracy theories about the tragedy and the people involved, including the student-activists who survived the shooting and spearheaded March for Our Lives. This conspiracy content arrived at breakneck pace: according to an analysis by the Washington Post, the first conspiracy posts appeared on the platform 8chan a mere 47 minutes after the first news reports aired about the shooting (Timberg and Harwell). Later that day, Parkland conspiracy theories migrated from fringe haunts like 8chan to InfoWars, a mainstay of the conspiracy media circuit, where host/founder Alex Jones insinuated that the shooting could be a “false flag” event orchestrated by the Democratic Party (Media Matters Staff). Over the ensuing hours, days, weeks, and months, Parkland conspiracies continued to circulate, receiving mainstream news coverage when conversative activists and politicians publicly espoused conspiracy claims about the shooting (Arkin and Popken). Ultimately, the conspiracist backlash was so persistent and virulent throughout 2018 that PolitiFact, a fact-checking site run by the Poynter Institute, declared the Parkland conspiracy theories their 2018 “Lie of the Year” (Drobnic Holan and Sherman). As with many conspiracy theories, the Parkland conspiracies remixed novel information with longstanding conspiracist tropes. Predominantly, these theories alleged that the Parkland student-activists who founded March for Our Lives were being controlled by outside forces to do their bidding. Although conspiracy theorists diverged in who they named as the shadowy puppet master pulling the strings—was it the Democratic Party? George Soros? Someone else?—all agreed that a secretive agenda was afoot. The most extreme version of this theory held that David Hogg, X González, and other prominent March for Our Lives activists were “crisis actors”. This account envisions Hogg et al. as paid performers playing the part of angry and traumatised students for media coverage about a school shooting that either did not occur as reported or did not occur at all (Yglesias). While unnerving and callous, these crisis actor allegations are not new ideas; rather, they draw from a long history of loosely antisemitic “New World Order” conspiracy theories that see an ulterior motive behind significant historical events (Barkun 39-65). Parkland conspiracy theorists circulated a wide variety of media artifacts—anti-March for Our Lives memes, obscure blog posts, and manipulated video footage of the Parkland students, among other content—to propagate their crisis actor claims. But whether due to platform moderation, threat of legal action, or simply public pressure, much of this conspiracy material is now inaccessible, leaving behind only broken links to conspiracy content that once was. By closely examining these broken links through a rhetorical lens, we can trace the “lasting, palpable residues” (Rice 16) link rot leaves in its wake. “All part of the purge”: Parkland Link Rot on r/conspiracy In this final section, I use the tools of rhetorical analysis to demonstrate how link rot can function as a form of evidence for conspiracy theorists. Rhetorical analysis, when applied to digital infrastructure, requires that we expand our notion of rhetoric beyond intentional human persuasion. As James J. Brown, Jr. argues, digital infrastructure is rhetorical because it determines “what’s possible in a given space”, which may or may not involve human beings (99). Human intentionality still matters in many contexts, of course, but seeing digital infrastructure as a “possibility space” opens up productive new avenues for rhetorical inquiry (Brown, Jr. 72-99). This rhetorical perspective aligns with the method of “affordance analysis” derived from Science and Technology Studies and related fields, which investigates how technologies facilitate certain outcomes for users (Curinga). Much like an affordance analysis, my goal is to illustrate how broken links produce certain rhetorical effects, not to make broader empirical claims about the extent of link rot within Parkland conspiracy theories. The r/conspiracy page on Reddit, the popular social news platform, serves as an ideal site for conducting a rhetorical analysis of broken links. The r/conspiracy subreddit is a preeminent hub for digital conspiracy content, with nearly 1.7 million members as of March 2022 and thousands of active users viewing the site at any given time (r/conspiracy). Beyond its popularity, Reddit’s platform design makes link rot a common feature on r/conspiracy. As a forum-based social media platform, Reddit consists entirely of subreddits dedicated to various topics. In each subreddit, users generate and contribute to threads with relevant content, which often entails posting links to materials hosted elsewhere on the Internet. Importantly, Reddit allows each subreddit to set its own specific community rules for content moderation (so long as these rules themselves abide by Reddit’s general Content Policy), and unlike other profile-based social media platforms, Reddit allows anonymity through the use of pseudonyms. For all of these reasons, one finds a high frequency of link rot on r/conspiracy, as posts linking to external conspiracy media stay up even when the linked content itself disappears from the Web. Consider the following screenshot of an r/conspiracy Parkland post from 23 February 2018, a mere nine days after the Parkland shooting, which demonstrates what conspiracist link rot looks like on Reddit (fig. 1). Titling their thread “A compilation of anomalies from the Parkland shooting that the media won't address. The media wants to control the narrative. Feel free to use this if you find it helpful”, this unknown Redditor frames their post as an intervention against media suppression of suspicious details (“A compilation of anomalies”). Yet the archive this poster hoped to share with likeminded users has all but disintegrated—the poster’s account has been deleted (whether by will or force), and the promised “compilation of anomalies” no longer exists. Instead, the link under the headline sends users to a blank screen with the generic message “If you are looking for an image, it was probably deleted” (fig. 2). Fittingly, the links that the sole commenter assembled to support the original poster are also rife with link rot. Of the five links in the comment, only the first one works as intended; the other four videos have been removed from Google and YouTube, with corresponding error messages informing users that the linked content is inaccessible. Fig. 1: Parkland Link Rot on r/conspiracy. (As a precaution, I have blacked out the commenter’s username.) Fig. 2: Error message received when clicking on the primary link in Figure 1. Returning to Jenny Rice’s theory of “evidentiary acts” (173), how might the broken links in Figure 1 be persuasive despite their inability to transport users to the archive in question? For conspiracy theorists who believe they possess “stigmatized knowledge” (Barkun 26) about the Parkland shooting, link rot paradoxically serves as powerful validation of their beliefs. The unknown user who posted this thread alleges a media blackout of sorts, one in which “the media wants to control the narrative”. This claim, if true, would be difficult to verify. Interested users would have to scour media coverage of Parkland to assess whether the media have ignored the “compilation of anomalies” the poster insists they have uncovered and then evaluate the significance of those oddities. But link rot here produces a powerful evidentiary shortcut: the alleged “compilation of anomalies” cannot be accessed, seemingly confirming the poster’s claims to have secretive information about the Parkland shooting that the media wish to suppress. Indeed, what better proof of media censorship than seeing links to professed evidence deteriorate before your very eyes? In a strange way, then, it is through objective archival failure that broken links function as potent subjective evidence for Parkland conspiracy theories. Comments about Parkland link rot elsewhere on r/conspiracy further showcase how broken links can validate conspiracy theorists’ marginalised belief systems. For example, in a thread titled “Searching for video of Parkland shooting on bitchute”, a Redditor observes, “Once someone gives the link watch it go poof”, implying that links to conspiracy content disappear due to censorship by an unnamed force (“Searching for video”). That nearly everything else on this particular thread suffers from link rot—the original poster, the content of their post, and most of the other comments have since been deleted—seems only to confirm the commentor’s ominous prediction. In another thread about a since-deleted YouTube video supposedly “exposing” Parkland students as crisis actors, a user notes, “You can tell there’s an agenda with how quickly this video was removed by YouTube” (“Video Exposing”). Finally, in a thread dedicated to an alleged “Social Media Purge”, Redditors share strategies for combating link rot, such as downloading conspiracy materials and backing them up on external hard drives. The original poster warns their fellow users that even r/conspiracy is not safe from censorship, for removal of content about Parkland and other conspiracies is “all part of the purge” (“the coming Social Media Purge”). In sum, these comments suggest that link rot on r/conspiracy persuades users that their ideas and their communities are under threat, further entrenching their conspiratorial worldviews. I have argued in this article that link rot has a counterintuitive rhetorical effect: in generating untold numbers of broken links, link rot supplies conspiracy theorists with persuasive evidence for the validity of their beliefs. These and other dead ends on the Internet are significant yet understudied components of digital conspiracy theories that merit greater scholarly attention. Needless to say, I can only gesture here to the sheer scale of dead ends within online conspiracy communities on Reddit and elsewhere. Future research ought to trace other permutations of these dead ends, unearthing how they persuade users from beyond the Internet’s grave. References “A compilation of anomalies from the Parkland shooting that the media won't address. The media wants to control the narrative. Feel free to use this if you find it helpful.” Reddit. <https://www.reddit.com/r/conspiracy/comments/7ztc9l/a_compilation_of_anomalies_from_the_parkland/>. Albright, Aaron. “The 17 Lives Lost at Douglas High.” Miami Herald 21 Feb. 2018.<https://www.miamiherald.com/news/local/community/broward/article201139254.html>. Arkin, Daniel, and Ben Popken. “How the Internet’s Conspiracy Theorists Turned Parkland Students into ‘Crisis Actors’.” NBC News 21 Feb. 2018. <https://www.nbcnews.com/news/us-news/how-internet-s-conspiracy-theorists-turned-parkland-students-crisis-actors-n849921>. Barkun, Michael. A Culture of Conspiracy: Apocalyptic Visions in Contemporary America. 2nd ed. Berkeley: University of California Press, 2013. Brown, Jr., James J. Ethical Programs: Hospitality and the Rhetorics of Software. Ann Arbor: University of Michigan Press, 2015. CBS News. “How Many People Attended March for Our Lives? Crowd in D.C. Estimated at 200,000.” CBS News 25 Mar. 2018. <https://www.cbsnews.com/news/march-for-our-lives-crowd-size-estimated-200000-people-attended-d-c-march/>. Chun, Wendy Hui Kyong. “The Enduring Ephemeral, or the Future Is a Memory.” Critical Inquiry 35.1 (2008): 148-71. <https://www.jstor.org/stable/10.1086/595632>. Curinga, Matthew X. “Critical Analysis of Interactive Media with Software Affordances.” First Monday 19.9 (2014). <https://journals.uic.edu/ojs/index.php/fm/article/view/4757/4116>. Drobnic Holan, Angie, and Amy Sherman. “PolitiFact’s Lie of the Year: Online Smear Machine Tries to Take Down Parkland Students.” PolitiFact 11 Dec. 2018. <http://www.politifact.com/article/2018/dec/11/politifacts-lie-year-parkland-student-conspiracies/>. Kumar, D. Vinay, et al. “URLs Link Rot: Implications for Electronic Publishing.” World Digital Libraries 8.1 (2015): 59-66. March for Our Lives. “Mission and Story.” <https://marchforourlives.com/mission-story/>. Marwick, Alice, and Becca Lewis. Media Manipulation and Misinformation Online. Data & Society Research Institute, 2017. <https://datasociety.net/library/media-manipulation-and-disinfo-online/>. Media Matters Staff. “Alex Jones on Florida High School Shooting: It May Be a False Flag, and Democrats Are Suspects.” Media Matters for America 14 Feb. 2018. <https://www.mediamatters.org/alex-jones/alex-jones-florida-high-school-shooting-it-may-be-false-flag-and-democrats-are-suspects>. Muirhead, Russell, and Nancy L. Rosenblum. A Lot of People Are Saying: The New Conspiracism and the Assault on Democracy. Princeton: Princeton University Press, 2019. “I Posted A 4Chan Link a few days ago, that got deleted here, that mentions the coming Social Media Purge by a YouTube insider. Now we are seeing it happen.” Reddit. <https://www.reddit.com/r/conspiracy/comments/7zqria/i_posted_a_4chan_link_a_few_days_ago_that_got/>. Phillips, Whitney, and Ryan M. Milner. You Are Here: A Field Guide for Navigating Polarized Speech, Conspiracy Theories, and Our Polluted Media Landscape. Cambridge: MIT Press, 2021. r/conspiracy. Reddit. <https://www.reddit.com/r/conspiracy/>. Rhodes, Sarah. “Breaking Down Link Rot: The Chesapeake Project Legal Information Archive's Examination of URL Stability.” Law Library Journal 102. 4 (2010): 581-97. Rice, Jenny. Awful Archives: Conspiracy Theory, Rhetoric, and Acts of Evidence. Columbus: Ohio State UP, 2020. Russo, Carla Herreria. “The Rest of the World Showed Up to March for Our Lives.” Huffington Post 25 Mar. 2018. <https://www.huffpost.com/entry/world-protests-march-for-our-lives_n_5ab717f2e4b008c9e5f7eeca>. “Searching for video of Parkland shooting on bitchute.” Reddit. <https://www.reddit.com/r/conspiracy/comments/ddl1s8/searching_for_video_of_parkland_shooting_on/>. Timberg, Craig, and Drew Harwell. “We Studied Thousands of Anonymous Posts about the Parkland Attack – and Found a Conspiracy in the Making.” Washington Post 27 Feb. 2018. <https://www.washingtonpost.com/business/economy/we-studied-thousands-of-anonymous-posts-about-the-parkland-attack---and-found-a-conspiracy-in-the-making/2018/02/27/04a856be-1b20-11e8-b2d9-08e748f892c0_story.html>. “Video exposing David Hogg and Emma Gonzalez as crisis actors and other strange anomalies involving the parkland shooting.” Reddit. <https://www.reddit.com/r/conspiracy/comments/ae3xxp/video_exposing_david_hogg_and_emma_gonzalez_as/>. Wardle, Claire, and Hossein Derakhshan. Information Disorder: Toward and Interdisciplinary Framework for Research and Policymaking. Council of Europe, 2017. <https://rm.coe.int/information-disorder-toward-an-interdisciplinary-framework-for-researc/168076277c>. Yglesias, Matthew. “The Parkland Conspiracy Theories, Explained.” Vox 22 Feb. 2018. <https://www.vox.com/policy-and-politics/2018/2/22/17036018/parkland-conspiracy-theories>. Zittrain, Jonathan, et al. “The Paper of Record Meets an Ephemeral Web: An Examination of Linkrot and Content Drift within The New York Times.” Social Science Research Network 27 Apr. 2021. <https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3833133>.

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Abstract:

The year 2019 is the 150th anniversary of John Wesley Powell’s epic exploration of the Colorado River through Grand Canyon and the 100th anniversary of the establishment of Grand Canyon National Park. This is an excellent moment to look back 150 years to think about where we have come from as a science and society, and look forward 100 years towards the accelerated change we expect in the future. For historians, archaeologists, geologists and astronomers, of course, this century-long time scale is short compared to other perspectives. They might choose also to celebrate the 479th anniversary of the first sighting of Grand Canyon by Europeans in 1540, the 1000th anniversary of Ancestral Puebloan farmers in Grand Canyon, the 12,000th anniversary of the arrival of humans migrating south from the Bering Land Bridge, the 5 millionth anniversary of the integration of the Colorado River through Grand Canyon to the Gulf of California, the 4.6 billionth anniversary of the formation of Earth, or the 13.75 billionth anniversary of the Big Bang and the formation of our Universe. Geology is all about time, and knowing some geology helps with the difficult endeavour of placing human timeframes into perspectives of deep time. This guide is for geology students of all levels and types visiting the South Rim of Grand Canyon. It is designed as a 3-day field trip and introduction to the rocks and landscapes. The term ‘students’ in our view also includes visitors who want to know about the basics of Grand Canyon geology while taking scenic hikes to see the geology first-hand. It is organized as if you enter the Park at its East entrance, near Cameron, and exit the Park at the South entrance, towards Flagstaff, but the three activities can be done in any order. As an introduction, we present a brief summary of the history of geologic maps and stratigraphic columns, and the geologists who made them. The maps and depictions of Grand Canyon geology over the past 160 years record a visual progression of how geoscience knowledge in general has developed and matured. The first sixty years, before the Park was founded, may have been the greatest in terms of the rapid growth that merged geology, art and public outreach. The second fifty years (to about 1969) saw important advances in stratigraphy and paleontology and solid efforts by the Park to apply and interpret Grand Canyon geology for the public. The most recent 50 years have seen major advances in regional geological mapping, dating of rocks, plate tectonics, and improved geoscience interpretation. The next 100 years will hopefully see additional innovative efforts to use the iconic field laboratory of Grand Canyon rocks and landscapes to resolve global geoscience debates, inform resource sustainability imperatives and contribute to science literacy for an international public. The three activities described are as follows: Activity 1 (an hour or two) is an overview from Lipan Point. This is a vehicle pull-out on the East Rim drive and serves as an introduction for those entering the Park, or a recap for those who are leaving. Activity 2 (most of a day) is a day hike on the South Rim with visits to Yavapai Geology Museum and the Trail of Time Exhibit. The Trail of Time is a geology timeline trail laid out at a scale of one metre = 1 million years along the Rim Trail. It is a great family hike, fully accessible, with magnificent views of Grand Canyon. The rocks were collected along the river and have been placed at their ‘birthdays’ along the Trail for you to see and touch and sketch. If you walk the entire 4.56 km (2.8 mile) Trail of Time, a long way, you get a visceral feeling for the age of the Earth and you also go through historic Grand Canyon Village for lunch and shops. Activity 3 (all day) is a hike to Plateau Point along the Bright Angel Trail. One has not really seen and appreciated Grand Canyon geology until you delve its depths. You can go any distance down, but if you do the entire 19 km (12 mile) hike, you descend through a 1 km (3300 foot) thick set of Paleozoic rock layers to a spectacular vista where you feel like you can touch the Colorado River as well as the Grand Canyon Supergroup and Vishnu basem*nt rocks of the inner Granite Gorge. The Plateau Point Trail takes off at Indian Gardens, or alternatively, this guide describes some good geology stops a short way down Garden Creek. The Bright Angel Trail continues to the Colorado River and to Phantom Ranch at the bottom of the canyon, but this is generally done as an overnight endeavour. You can get campground reservations (https://www.nps.gov/grca/planyourvisit/campsite-information.htm) or reservations at Phantom Ranch well in advance through a lottery (https://www.grandcanyonlodges.com/lodging/lottery/). RÉSUMÉL’année 2019 marque le 150e anniversaire de l’exploration épique du fleuve Colorado par John Wesley Powell à travers le Grand Canyon ainsi que le 100e anniversaire de la création du parc national du Grand Canyon. C’est un excellent moment pour regarder 150 ans en arrière et se rappeler le chemin parcouru par la science et la société, et envisager le changement accéléré auquel nous nous attendons pour les 100 prochaines années. Pour les historiens, les archéologues, les géologues et les astronomes, bien sûr, cette échelle d'un siècle est courte par rapport à d'autres perspectives. Ils pourraient également choisir de célébrer le 479e anniversaire de la première observation du Grand Canyon par les Européens en 1540, le 1000e anniversaire des agriculteurs Pueblo ancestraux dans le Grand Canyon, le 12 000e anniversaire de l'arrivée d'humains migrant depuis l'isthme de Béring vers le sud, le 5 millionième anniversaire de l'intégration du fleuve Colorado à travers le Grand Canyon jusqu'au golfe de Californie, le 4,6 milliardième anniversaire de la formation de la Terre ou le 13,75 milliardième anniversaire du Big Bang et de la formation de notre univers. La géologie est une question de temps, et connaître un peu de géologie facilite la tâche difficile qui consiste à placer l’échelle de temps humaine dans le contexte du « temps profond ». Ce guide est destiné aux étudiants en géologie de tous niveaux et de tous types qui visitent le South Rim du Grand Canyon. Il est conçu comme une excursion de trois jours et une initiation aux roches et aux paysages. Selon nous, le terme « étudiants » inclut également les visiteurs qui souhaitent en savoir plus sur la géologie de base du Grand Canyon tout en faisant des randonnées panoramiques pour observer la géologie. Il est organisé comme si vous entrez dans le parc par son entrée est, près de Cameron, et quittez le parc par l’entrée sud, en direction de Flagstaff, mais les trois activités peuvent être effectuées dans n’importe quel ordre. En guise d'introduction, nous présentons un bref résumé de l'histoire des cartes géologiques et des colonnes stratigraphiques, ainsi que les géologues qui les ont réalisées. Les cartes et les représentations de la géologie du Grand Canyon au cours des 160 dernières années montrent une progression visuelle de l'évolution et de la maturation des connaissances géoscientifiques en général. Les soixante premières années, avant la création du parc, ont peut-être été les meilleures en termes de croissance rapide résultant de la fusion de la géologie, de l’art et de la vulgarisation. Les cinquante années suivantes (jusqu’en 1969 environ) ont été marquées par d’importants progrès en stratigraphie et paléontologie et par les efforts soutenus du parc pour permettre au public d'accéder à l’application et l’interprétation de la géologie du Grand Canyon. Au cours des 50 dernières années, la cartographie géologique régionale, la datation des roches, la tectonique des plaques et l'amélioration de l'interprétation géoscientifique ont considérablement progressé. Espérons que les 100 prochaines années verront des efforts novateurs supplémentaires visant à utiliser l’emblématique laboratoire des roches et du paysages du Grand Canyon pour résoudre les débats géoscientifiques mondiaux, informer sur les impératifs de durabilité des ressources et contribuer à la culture scientifique d’un public international. Les trois activités décrites sont les suivantes. L’activité 1 (une heure ou deux) est une vue d’ensemble de Lipan Point. Il s’agit d’une sortie en véhicule sur East Rim Drive et sert d’introduction pour ceux qui entrent dans le parc ou de récapitulation pour ceux qui en partent. L'activité 2 (presque une journée) est une randonnée d'une journée sur le South Rim avec la visite du musée de géologie de Yavapai et de l'exposition « Trail of Time ». Le « Trail of Time » est un sentier chronologique géologique tracé à une échelle d'un mètre pour un million d'années le long de Rim Trail. C'est une excellente randonnée en famille, entièrement accessible, avec des vues magnifiques sur le Grand Canyon. Les roches ont été collectées le long de la rivière et ont été placées à leurs « anniversaires » le long du sentier pour que le public puisse les voir, les toucher et les dessiner. Le parcours entier du « Trail of Time » sur 4,56 km (2,8 miles) offre une représentation intuitive de l'âge de la Terre et permet de passer également par le village historique du Grand Canyon pour déjeuner et faire les boutiques. L'activité 3 (toute la journée) consiste en une randonnée vers Plateau Point, le long de Bright Angel Trail. On n'a pas vraiment vu et apprécié la géologie du Grand Canyon tant qu’on n’en a pas exploré les profondeurs. N'importe quelle distance peut être parcourue, mais en arpentant les 19 km (12 milles) de la randonnée entière, on descend à travers un ensemble de couches de roches paléozoïques épaisses de 1 km (3 300 pieds) jusqu'à une vue spectaculaire où on a l’impression de pouvoir toucher le fleuve Colorado ainsi que le super-groupe du Grand Canyon et les roches du socle de Vishnu de la gorge granitique intérieure. Le Plateau Point Trail commence à Indian Gardens mais ce guide propose d’autres points de départ avec une géologie intéressante non loin de Garden Creek. Le Bright Angel Trail continue vers le fleuve Colorado et le Phantom Ranch au fond du canyon, mais cela se fait généralement de manière nocturne. Des emplacements aux terrains de camping peuvent être réservés (https://www.nps.gov/grca/planyourvisit/campsite-information.htm) ou des réservations au Phantom Ranch peuvent être obtenues bien à l’avance par le biais d’une loterie (https://www.grandcanyonlodges.com/lodging/lottery/).

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Abstract:

The computer game is perhaps the fastest growing and most quickly evolving cultural leisure technology in the western world. Invented as a form just under 40 years ago with the creation of Space War at MIT, computer and video games collectively account for hundreds of billions of dollars in sales across the world. And yet critical analysis of this cultural form is still in its infancy. Perhaps the sheer speed of the development of games may account for this. Thirty years ago, strategy games were screens of text instructions and a prompt where you could type a weather forecast. Today pretty much all games are flawlessly shaded and rendered polygons. The technology of film has barely changed at all in the same period. In any case, the critical study of games began in the eighties. The focus initially was on the psychology of the gamer. Most game players were children and teenagers during this period, and the focussing of their leisure time on this new and strange computer technology became a source of extreme moral panic for educators, parents and researchers alike. Later, research into the cultures of gaming would become more nuanced, and begin to detail the semiotics and narrative structures of games. It is in that kind of frame that this article is positioned. I want to look closely at a particular strategy game series, The Settlers. Firstly, however, a description of the strategy game genre. Strategy games put the player into a simulated inhabited environment and give the player almost total control over that environment and its simulated inhabitants. The strategy game has many genres, including the simulation game and the god game, but the sub-genre I will focus on in this paper is the real-time strategy game. The game requires the player to develop a functioning economy, geared around the production of weapons and armies, which are sent out to combat neighbouring tribes or armies. Real-time games typically give greater tactical control of the armies to the player, and slightly less detailed economic control. The aim is basically to amass as much gold or whatever as possible to buy as many troops as possible. However, the game I am about to discuss is, in addition to being a simple game of war, a very interesting simulation of economic and logistical constraints. The Settlers is series of fantasy computer strategy games developed by the German game design firm Blue Byte. The three extant Settlers games can be considered an evolution of game design rather than a continuing narrative, so, given the time constraints, for the purposes of this paper I will address only one game in the series, the most recently released title, The Settlers 3. The Settlers 3 tells the story of three expansionist empires, the Romans, the Egyptians, and the Asians, who have been thrust onto an uninhabited continent by the gods of their peoples to determine who is the fittest to survive. In other words, the game is founded from the beginning on a socio-Darwinian premise. In each level of the game, the settlers of each tribe must, under their player's direction, build an efficient and well maintained colony with a fully operating economy in order to achieve a set objective, which is usually to wipe out the opposing tribes by building up a large army, though it may be also to amass a predetermined level of a particular resource. Each level begins with about twenty settlers, a small guard hut to define the limits of the borders and a barely adequate supply of wooden planks, stone slabs and tools with which to begin to construct the economy. The player chooses building types from a menu and places them on the screen. Immediately the appropriate number of settlers walk across the landscape, leaving visible tracks in their wake, to pick up tools and supplies in order to construct the building. Typically, the player will order the construction of a woodcutter's hut, a sawmill, a stone cutter and a forester to ensure the steady flow of the basic construction materials to the rest of the colony. From this point more guard huts and towers are constructed to expand into new territory, and farms are built to feed the miners. Once constructed, the mine produce coal, gold and ore, which is sent down to the smelters to make iron bars (to make swords and tools) and gold bars (to pay the troops). Luxuries such as beer and wine are produced as a sacrifice to the gods. This results in rewards such as magical spells and promotion of the soldiers. Occasionally, incursions of enemy troops must be dealt with -- if they take a guard tower in battle, the borders, represented by lines of coloured flags, shrink, leading to the collapse and destruction of any building outside the boundaries. Finally, sufficient swords, bows and spears are produced, the soldiers are promoted, and they set off to pillage and destroy their neighbours' territory. If the previously mentioned enemy incursions were frequent enough, the final conflict where the player's warriors brutally annihilate the enemy is tremendously satisfying. The problematics of that particular game construct are left as an exercise for the audience. When territory is taken, the villages of the enemy go up in smoke and their resources are left lying on the ground, for the settlers to pick up and use for the benefit of the player. One of the things that make the game so fascinating to play is the complexity of the simulation. It must be said right away that the game employs many abstractions to make it playable and not utterly boring. For instance, only the miners out of all the settlers actually need food, and the mechanism by which new settlers are actually created is a bit vague (you construct a building called a "residence", and when it's completed, new setters simply troop out. And there only seem to be male settlers, unless you play the Amazons). Nonetheless, the game still quite explicitly details things most games of its type gloss right over. Unlike most games, pulling out all the stops in production just leads to bottlenecks where the transportation infrastructure can't get the goods to their destinations. Production levels have to be carefully monitored and throttled back where necessary to ensure the smooth flow of resources from A to B, C and D. Resources themselves -- coal lumps, gold bricks, fish, loaves of bread, swords --are modelled individually: you can actually track the process whereby an individual sheaf of wheat is harvested, picked up by a settler, carried off to the mill, turned into flour, sent to the bakery, made into a loaf of bread, and delivered to the coal miner for consumption. With its attention to the gritty detail of getting stuff from one place to the next, The Settlers is one of the very few truly logistically precise strategy games. Before I begin the analysis proper, I want to introduce some key terms that I'll be using a bit idiosyncratically in this paper. I'll be talking about gameplay quite a bit. Gameplay is a bit of a sliding signifier in the discourse of gaming theory -- loosely speaking it's that indefinable something that gets a player heated up about a game and keeps them playing for days on end. But here I want to be more precise. I'll offer a strategic definition. Gameplay is a way of quantifying the operations of a kind of economy of desire that operates between the player and the game itself. This economy has, as its constitutive elements, such factors as attention span, pleasure, ratio of novelty to repetition. These elements are in constant circulation in a game and the resulting economy is responsible for a good deal of the dynamism of the experience: in other words, the gameplay. What I want to focus on in this paper is what comes from the precise moment where two, quite central impulses of gameplay are in perfect balance, just before the first surrenders its grasp and the second takes over. The first impulse of play consists of two elements -- the visual presentation of the game, i.e. the pretty pictures that draw you in, and the narrative pretext of the story, the thing that gives what you are doing some kind of sense. It is on these two elements that classical ideological analysis of gameplay is typically founded. For instance, the archetypal platform game where all the female characters are helpless maidens who only exist as a way of getting the masculine protagonist into the action. The second impulse of gameplay is what might be called the "process", the somewhat under-theorised state where the visual trappings of the game and the motivating story line have slipped into the background, leaving only the sense of seamless integration of the player into the game's cybernetic feedback loop. The visual presentation and narrative pretext of The Settlers draws the player into a familiar fantasy of pre-modern existence. Presented to the player is a beautifully rendered virgin wilderness, filled with rolling hills, magnificent mountain ranges and vast forests, resounding with the sounds of the stream and brook, and the rustling of the wildlife. Into this wilderness the player must project an empire. That empire will consist of an elaborately detailed network (and I use the term deliberately) of cottage industries, labourers, paths, commodities, resources, defensive structures and places of worship. Real-world economic activities are consummately simulated as complex flows of information. The simulation is always fascinating to watch. Each node in this network, be it a fisherman's hut, a bakery, or a smelter, is exquisitely rendered, and full of picturesque, yet highly functional, animation. For instance, the process of a fisherman leaving his hut, going to a stream, setting his line, and catching a fish is visually expressive and lively, but it also is a specific bottleneck in the production process -- it takes a finite time, during which the carrier settlers stand around waiting for produce to deliver. This, then, is the game's crucial dialectic. What is depicted is a visually sumptuous, idyllic existence, but on closer inspection is a model of constant, uninterrupted, backbreaking labour. There are not even demarcations of day and night in the game -- life is perpetually midday and the working day will last forever. To put it less simply, perhaps, the game purposefully reifies the human social condition as being a reflexively structured mechanism of economic production under the guise of an ideologically idyllic pastoral paradise. It positions the player as not merely complicit in this mechanism but the fundamental point of determination within it. The balancing moment then is the point where the player begins to ignore or take for granted the visual lushness of the game's graphics and to focus instead on the underlying system, to internalise the lessons of the game -- the particular ideological and discursive assumptions about how economic and political systems successfully operate -- and to apply these lessons to the correct playing of the game, almost like a transition between REM dream-state sleep and deep sleep. And the analogy to sleep is not entirely specious -- critics and players alike have noted the way time stops when you play a game, with whole nights and days seemingly swallowed up in seconds of game time. The type of focus I am describing is not an interpretative one -- players are not expected to gain new insights of meaning from the act of playing at this new level of intensity, instead they are simply to blend their thoughts, actions and reactions with the dynamic processes of the game system. In a sense, a computer game is less a textual form than it is a kind of tool: in the same way proficient word processor users becomes so fluent in the operations of their software that the trappings -- toolbars, menus, mouse -- become secondary to the smooth continuous process of churning out words. Such a relationship does not exactly inspire thoughtful contemplation about the repressive qualities of Microsoft's hegemonic domination of office software, and the similar relationship with the computer game makes any kind of reflexivity about the gameplay's cultural referents seem simply counterproductive. It's an interesting dilemma for the theorist of gaming -- the point at which the underlying structure comes most clearly into focus during the state of play/analysis is also the moment when one is most resistant to the need to draw the wider connections. In this paper, I've tried to take a suggestive approach, to point out some of the ways that ideological assumptions about culture and production can be actualised in a simulated environment. And hopefully, I've also pointed out some of the pitfalls in a purely ideological analysis of games. Games are never just about the ideology. A nuanced analysis from a cultural studies point of view must also take into account the quite complex ways games not only articulate certain ideologies but they also complicate them. Beyond that, analysis must take into account the ways that games go beyond the paradigm of textuality and begin to take on the aspect of being whole systems of symbolic manipulation and transmission. It is only at this point that any kind of comprehensive and theoretically precise engagement with games as cultural texts and processes can be seriously begun. References Crawford, Chris. The Art of Computer Game Design. Berkeley, California: Osborne / McGraw-Hill, 1984. Csikszentmihalyi, Mihaly. Flow: The Psychology of Optimal Experience. New York: HarperCollins, 1990. Fleming, Dan. Powerplay: Toys as Popular Culture. Manchester and New York: Manchester UP, 1996. Freidman, Ted. "Making Sense of Software: Computer Games and Interactive Textuality." CyberSociety: Computer-Mediated Communication and Community. Ed. Steven G. Jones. Thousand Oaks: Sage, 1995. 73-89. Virilio, Paul. War and Cinema: The Logistics of Perception. Trans. Patrick Camiller. London and New York: Verso, 1989. Citation reference for this article MLA style: Nick Caldwell. "Settler Stories: Representational Ideologies in Computer Strategy Gaming." M/C: A Journal of Media and Culture 3.5 (2000). [your date of access] <http://www.api-network.com/mc/0010/settlers.php>. Chicago style: Nick Caldwell, "Settler Stories: Representational Ideologies in Computer Strategy Gaming," M/C: A Journal of Media and Culture 3, no. 5 (2000), <http://www.api-network.com/mc/0010/settlers.php> ([your date of access]). APA style: Nick Caldwell. (2000) Settler Stories: Representational Ideologies in Computer Strategy Gaming. M/C: A Journal of Media and Culture 3(5). <http://www.api-network.com/mc/0010/settlers.php> ([your date of access]).

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Abstract:

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 circ*mstances—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 hom*ogenising 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 circ*mstances 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. Examples include the unconventional courtship narratives of blues singers Muddy Waters and Mississippi John Hurt, the ritualised storytelling tradition of country performers Doye O’Dell and Tommy Faile, and historicised accounts of the Civil Rights struggle provided by Ron Sexsmith and Tina Turner. References Argenti, Paul. “Collaborating With Activists: How Starbucks Works With NGOs.” California Management Review 47.1 (2004): 91–116. Althusser, Louis. “Ideology and Ideological State Apparatuses.” Lenin and Philosophy and Other Essays. London: Monthly Review Press, 1971. Bridges, John, and R. Serge Denisoff. “Changing Courtship Patterns in the Popular Song: Horton and Carey revisited.” Popular Music and Society 10.3 (1986): 29–45. Carey, James. “Changing Courtship Patterns in the Popular Song.” The American Journal of Sociology 74.6 (1969): 720–31. Cashmere, Ellis. The Black Culture Industry. London: Routledge, 1997. “Coffee.” Theme Time Radio Hour hosted by Bob Dylan, XM Satellite Radio. 31 May 2006. Cooper, B. Lee, and William L. Schurk. “You’re the Cream in My Coffee: A Discography of Java Jive.” Popular Music and Society 23.2 (1999): 91–100. Crow, Sheryl. “Coffee Shop.” Beacon Theatre, New York City. 17 Mar. 1995. YouTube 1 Feb. 2012 ‹http://www.youtube.com/watch?v=j_-bDAjASQI ›. Curry, Andrew. “Drugs in Jazz and Rock Music.” Clinical Toxicology 1.2 (1968): 235–44. Dawson, Michael C. “A Black Counterpublic?: Economic Earthquakes, Racial Agenda(s) and Black Politics.” Public Culture 7.1 (1994): 195–223. de Larios, Margaret. “Alone, Together: The Social Culture of Music and the Coffee Shop.” URC Student Scholarship Paper 604 (2011). 1 Feb. 2012 ‹http://scholar.oxy.edu/urc_student/604›. Englis, Basil, Michael Solomon and Anna Olofsson. “Consumption Imagery in Music Television: A Bi-Cultural Perspective.” Journal of Advertising 22.4 (1993): 21–33. Fox, Aaron. Real Country: Music and Language in Working-Class Culture. Durham: Duke UP, 2004. Fox, Aaron. “The Jukebox of History: Narratives of Loss and Desire in the Discourse of Country Music.” Popular Music 11.1 (1992): 53–72. Garofalo, Reebee. “Culture Versus Commerce: The Marketing of Black Popular Music.” Public Culture 7.1 (1994): 275–87. Habermas, Jurgen. The Structural Transformation of the Public Sphere: An Inquiry Into a Category of Bourgeois Society. Cambridge: Polity Press, 1989. Hamilton, Andy. Aesthetics and Music. London: Continuum, 2007. Harris, Craig. “Starbucks Opens Hear Music Shop in Bellevue.” Seattle Post Intelligencer 23 Nov. 2006. 1 Feb. 2012 ‹http://www.seattlepi.com/business/article/Starbucks-opens-Hear-Music-shop-in-Bellevue-1220637.php›. Harris, John. “Lay Latte Lay.” The Guardian 1 Jul. 2005. 1 Feb. 2012 ‹http://www.guardian.co.uk/music/2005/jul/01/2?INTCMP=SRCH›. Holt, Douglas. “Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding.” Journal of Consumer Research 29 (2002): 70–90. Horton, Donald. “The Dialogue of Courtship in Popular Songs.” American Journal of Sociology 62.6 (1957): 569–78. Jameson, Fredric. Postmodernism, or the Cultural Logic of Late Capitalism. Durham: Duke UP, 1991. Juliano, Laura, and Roland Griffiths. “A Critical Review of Caffeine Withdrawal: Empirical Validation of Symptoms and Signs, Incidence, Severity, and Associated Features.” Psychopharmacology 176 (2004): 1–29. Koller, Veronika. “‘The World’s Local Bank’: Glocalisation as a Strategy in Corporate Branding Discourse.” Social Semiotics 17.1 (2007): 111–31. Lawson, Rob A. Jim Crow’s Counterculture: The Blues and Black Southerners, 1890-1945 (Making the Modern South). Baton Rouge: Louisiana State UP, 2010. Love, Harold. “How Music Created A Public.” Criticism 46.2 (2004): 257–72. “Loxcel Starbucks Map”. Loxcel.com 1 Mar. 2012 ‹loxcel.com/sbux-faq.hmtl›. Lovett, Richard. “Coffee: The Demon Drink?” New Scientist 2518. 24 Sep. 2005. 1 Apr. 2012 ‹http://www.newscientist.com/article/mg18725181.700›. Lynskey, Dorian. “Stir It Up: Starbucks Has Changed the Music Industry with its Deals with Dylan and Alanis. What’s Next?”. The Guardian 6 Oct. 2005: 18. 1 Feb. 2012 ‹http://www.guardian.co.uk/music/2005/oct/06/popandrock.marketingandpr›. Lyttle, Thomas, and Michael Montagne. “Drugs, Music, and Ideology: A Social Pharmacological Interpretation of the Acid House Movement.” The International Journal of the Addictions 27.10 (1992): 1159–77. McCracken, Grant. “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods.” Journal of Consumer Research 13.1 (1986): 71–84. McNeil, Legs, and Gillian McCain. Please Kill Me: The Uncensored Oral History of Punk. London: Abacus, 1997. “New Music News” 120 Minutes MTV 28 Sep. 1986. 1 Feb. 2012 ‹http://www.youtube.com/watch?v=TnqjqXztc0o›. O’Neil, Valerie. “Starbucks Refines its Entertainment Strategy.” Starbucks Newsroom 24 Apr. 2008. 1 Feb. 2012 ‹http://news.starbucks.com/article_display.cfm?article_id=48›. Pincus, Steve. “‘Coffee Politicians Does Create’: Coffeehouses and Restoration Political Culture.” The Journal of Modern History 67 (1995): 807–34. Primack, Brian, Madeline Dalton, Mary Carroll, Aaron Agarwal, and Michael Fine. “Content Analysis of Tobacco, Alcohol, and Other Drugs in Popular Music.” Archives of Pediatrics & Adolescent Medicine 162.2 (2008): 169–75. 1 Feb. 2012 ‹http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3004676/›. Ramsey, Guthrie P. Race Music: Black Cultures from Bebop to Hip-Hop. Berkeley: U of California P, 2003. Rojek, Chris. Cultural Studies. Cambridge: Polity P, 2007. Rosenbaum, Jill, and Lorraine Prinsky. “Sex, Violence and Rock ‘N’ Roll: Youths’ Perceptions of Popular Music.” Popular Music and Society 11.2 (1987): 79–89. Shapiro, Harry. Waiting for the Man: The Story of Drugs and Popular Music. London: Quartet Books, 1988. Singer, Merrill, and Greg Mirhej. “High Notes: The Role of Drugs in the Making of Jazz.” Journal of Ethnicity in Substance Abuse 5.4 (2006):1–38. Squires, Catherine R. “Rethinking the Black Public Sphere: An Alternative Vocabulary for Multiple Public Spheres.” Communication Theory 12.4 (2002): 446–68. Thompson, Craig J., and Zeynep Arsel. “The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization.” Journal of Consumer Research 31 (2004.): 631–42. Thompson, Erik. “Secret Stash Records Releases Forgotten Music in Stylish Packages: Meet Founders Cory Wong and Eric Foss.” CityPages 18 Jan. 2012. 1 Feb. 2012 ‹http://www.citypages.com/2012-01-18/music/secret-stash-records-releases-forgotten-music-in-stylish-packages/›.Tickle, Cindy. “Sheryl Crow Performs at Starbucks Annual Shareholders Meeting.” Examiner.com24 Mar. 2010. 1 Feb. 2012 ‹http://www.examiner.com/starbucks-in-national/sheryl-crow-performs-at-starbucks-annual-shareholders-meeting-photos›.Tolson, Gerald H., and Michael J. Cuyjet. “Jazz and Substance Abuse: Road to Creative Genius or Pathway to Premature Death?”. International Journal of Law and Psychiatry 30 (2007): 530–38. Varma, Vivek, and Ben Packard. “Starbucks Global Responsibility Report Goals and Progress 2011”. Starbucks Corporation 1 Apr. 2012 ‹http://assets.starbucks.com/assets/goals-progress-report-2011.pdf›. Werder, Olaf. “Brewing Romance The Romantic Fantasy Theme of the Taster’s Choice ‘Couple’ Advertising Campaign.” Critical Thinking About Sex, Love, And Romance In The Mass Media: Media Literacy Applications. Eds. Mary-Lou Galician and Debra L. Merskin. New Jersey: Taylor & Francis, 2009. 35–48. Wilson, Jeremy “Desolation Row: Dylan Signs With Starbucks.” The Guardian 29 Jun. 2005. 1 Feb. 2012 ‹http://www.guardian.co.uk/world/2005/jun/29/bobdylan.digitalmedia?INTCMP=SRCH›. Winick, Charles. “The Use of Drugs by Jazz Musicians.” Social Problems 7.3 (1959): 240–53.

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“Oh, look at the size of that abalone!”“The beef looks really tasty!”“I really want to eat some!” I am standing in front of a glass case framing the entrance of a food court at Incheon International Airport, South Korea (henceforth Korea). I overhear these exclamations as I watch three teenage girls swarm around me to press their faces against the glass. The case is filled with Korean dishes served in the adjacent food court with brief descriptions and prices. My mouth waters as I lay my eyes on dishes such as bibimbap (rice mixed with meat, vegetables, and a spicy pepper paste called gochujang) and bulgogi (thinly sliced marinated beef) over the teenagers’ shoulders. But alas, we are all deceived. The dishes we have been salivating over are not edible. They are in fact fake, made from plastic. Why have inedible replicas become normalized to stand in for real food? What are the consequences of the proliferation of fake food models in the culinary landscape? And more importantly, why do plastic foods that fall outside the food cycle of production, preparation, consumption, and waste have authority over the way we produce, prepare, and consume food? This paper examines Korean plastic food models as tastemakers that standardize food production and consumption practices. Plastic food both literally and figuratively orders gustatory and aesthetic taste and serves as a tool for social distinction within Korean culinary culture. Firstly, I will explore theoretical approaches to conceptualizing plastic food models as tastemakers. Then, I will examine plastic food models within the political economy of taste in Korea since the 1980s. Finally, I will take a close look into three manufacturers’ techniques and approaches to understand how plastic foods are made. This analysis of the Korean plastic food model industry is based on a total of eight months of fieldwork research and semi-structured interviews conducted from December 2011 to January 2012 with three of the twelve manufacturers in Seoul, South Korea. To protect the identity of my informants, I refer to them as the Pioneer (37 years of experience), Exporter (20 years of experience), and Franchisor (10 years of experience). The Pioneer, a leading food model specialist, was one of the first Korean manufactures who produced Korean models for domestic consumption. His models can be found in major museums and airports across the country. The Exporter is famous for inventing techniques and also producing for a global market. Many of her Korean models are displayed in restaurants in North America and Europe. The Franchisor is one of the largest producers for mid-range chain restaurants and cafes around the nation. His models are up-to-date with current food trends and are showcased at popular franchises. These three professionals not only have gained public recognition as plastic food experts through public competitions, mass media coverage, and government commissioned work but also are known to produce high-quality replicas by hand. Therefore, these three were not randomly selected but chosen to consider various production approaches, capture generational difference, and trace the development of the industry since the late 1970s. Plastic Food Models as Objects of Inquiry Plastic foods are created explicitly for the purpose of not being eaten, however, they impart “taste” in two major ways. Firstly, food models regulate the perception of gustatory and aesthetic taste by communicating flavors, mouth-feel, and visual properties of food through precise replicas. Secondly, models influence social behavior by defining what is culturally and politically appropriate. Food models are made with a variety of materials found in nature (wood, metal, precious stones, and cloth), edible matter (sugar, marzipan, chocolate, and butter), and inedible substances (plastic and wax). Among these materials, plastic is ideal because it creates the most durable and vivid three-dimensional models. Plastic can be manipulated freely with the application of heat and requires very little maintenance over time. Plastic allows for more precise molding and coloring, producing replicas that look more real than the original. Some may argue that fake models are mere hyper-real objects since the real and the simulation are seamlessly melded together and reproductions hold more power over the way reality is experienced (Baudrillard). Post-modern scholars such as Jean Baudrillard and Umberto Eco argue that the production of an absolute fake to satisfy the need for the real results in the rise of simulacra, which are representations that never existed or no longer have an original. I, however, argue that plastic foods within the Korean context rely heavily on originals and reinforce the authority of the original. The analysis of plastic food models can be conceptualized within the broader theoretical framework of uneaten food. This category encompasses food that is elaborately prepared for ritual but discarded, and foods that are considered inedible in different cultural contexts due to religion, customs, politics, and social norms (Douglas; Gewertz and Errington; Harris et al.; Messer; Rath). Analyzing plastic food models as a part of the uneaten food economy opens up analysis of the interrelationship between the physical and conceptual realms of food production and consumption. Although plastic models fall outside the bounds of the conventional food cycle, they influence each stage of this cycle. Food models can act as tools to inform the appropriate aesthetic characteristics of food that guide production. The color and shape can indicate ripeness to inform farming and harvesting methods. Models also act as reference points that ultimately standardize recipes and cooking techniques during food preparation. In restaurants displaying plastic food, kitchen staff use the models to ensure consistency and uniform presentation of dishes. Models often facilitate food choice by offering information on portion size and ingredients. Finally, as food models become the gold standard in the production, preparation, and consumption of food, they also dictate when to discard the “incorrect” looking food. The primary power of plastic food models as tastemakers lies in their ability to seamlessly stand in for the original. Only fake models that are spitting images of the real have the ability to completely deceive the viewer. In “The Work of Art in the Age of Mechanical Reproduction,” Walter Benjamin asserts that for reproduction to invoke the authentic, the presence of the original is necessary. However, an exact replication is impossible since the original is transformed in the process of reproduction. Benjamin argues, “The technique of reproduction detaches the reproduced object from the domain of tradition. By making many reproductions it substitutes a plurality of copies for a unique existence and, in permitting the reproduction to meet the beholder or listener in his own particular situation, it reactivates the object reproduced” (221). Similarly, plastic models of Korean food are removed from the realm of culinary tradition because they deviate from the conventional food cycle but reinforce culinary culture by regulating aesthetic values and food related practices. The notion of authenticity becomes central in determining the strength of plastic food models to order culinary culture by setting visual and social standards. Plastic food models step in to meet the beholder on various occasions, which in turn solidifies and even expands the power of the original. Despite their inability to impart taste and smell, plastic models remain persuasive in their ability to reinforce the materiality of the original food or dish. Plastic Food Models and the Political Economy of Taste in South Korea While plastic models are prevalent all around the world, the degree to which they hold authority in influencing production and consumption practices varies. For example, in many parts of the world, toys are made to resemble food for children to play with or even as joke objects to trick others. In America and Europe, plastic food models are mainly used as decorative elements in historical sites, to recreate ambiance in dining rooms, or as props at deli counters to convey freshness. Plastic food models in Korea go beyond these informative, decorative, and playful functions by visually ordering culinary properties and standardizing food choice. Food models were first made out of wax in Japan in the early 20th century. In 1932, Takizo Iwasaki founded Iwasaki Bei-I, arguably the first plastic food model company in the world. As the plastic food model industry flourished in Japan, some of the production was outsourced to Korea to decrease costs. In the late 1970s, a handful of Japanese-trained Korean manufacturers opened companies in Korea and began producing for the domestic market (Pioneer). Their businesses did not flourish until their products became identified as a tool to promote Korean cuisine to a global audience. Two major international sporting events triggered the growth of the plastic food model industry in Korea. The first was the 1988 Seoul Olympics and the second was the 2002 World Cup. Leading up to these two high-profile international events, the Korean government made major efforts to spruce up the country’s image for tourists and familiarize them with all aspects of Korean culture (Walraven). For example, the designation of kimchi (fermented pickled vegetable) as the national dish for the 1988 Olympics explicitly opened up an opportunity for plastic food models to represent the aesthetic values of Korean cuisine. In 1983, in preparation for showcasing approximately 200 varieties of kimchi to the international community, the government commissioned food experts and plastic model manufacturers to produce plastic replicas of each type. After these models were showcased in public they were used as displays for the Kimchi Field Museum and remain as part of the exhibit today. The government also designated approximately 100 tourist-friendly restaurants across the country, requiring them to display food models during the games. This marked the first large-scale production of Korean plastic food. The second wave of food models occurred in the early 2000s in response to the government’s renewed interest to facilitate international tourists’ navigation of Korean culinary culture during the 2002 World Cup. According to plastic food manufacturers, the government was less involved in regulating the use of plastic models this time, but offered subsidies to businesses to encourage their display for tourists (Exporter; Franchisor). After the World Cup, the plastic food industry continued to grow with demand from businesses, as models become staple objects in public places. Plastic models are now fully incorporated into, and even expected at, mid-range restaurants, fast food chains, and major transportation terminals. Businesses actively display plastic models to increase competition and communicate what they are selling at one glance for tourists and non-tourists alike (Exporter). These increased efforts to reassert Korean culinary culture in public spaces have normalized plastic models in everyday life. The persuasive and authoritative qualities of plastic foods regulate consumption practices in Korea. There are four major ways that plastic food models influence food choice and consumption behavior. First, plastic food models mediate between consumer expectation and reality by facilitating decision-making processes of what and how much to eat. Just by looking at the model, the consumer can experience the sensory qualities of eating the dish, allowing decisions to be made within 30 seconds (Franchisor). Second, plastic models guide what types of foods are suitable for social and cultural occasions. These include during Chuseok (the harvest festival) and Seollal (New Year), when high-end department stores display holiday gift sets containing plastic models of beef, abalone, and pine mushrooms. These sets align consumer expectation and experience by showing consumers the exact dimension and content of the gift. They also define the propriety of holiday gifts. These types of models therefore direct how food is bought, exchanged, and consumed during holidays and reassert a social code. Third, food models become educational tools to communicate health recommendations by solidifying types of dishes and portions appropriate for individuals based on health status, age, and gender. This helps disseminate a definition of a healthful diet and adequate nutrition to guide food choice and consumption. Fourth, plastic food models act as a boundary marker of what constitutes Korean food. Applying Mary Douglas’s notion of food as a boundary marker of ethnicity and identity, plastic food models effectively mark Koreanness to reinforce a certain set of ingredients and presentation as authentic. Plastic models create the ideal visual representation of Korean cuisine that becomes the golden standard, by which dishes are compared, judged, and reproduced as Korean. Plastic models are essentially objects that socially construct the perception of gustatory, aesthetic, and social taste. Plastic foods discipline and define taste by directing the gaze of the beholder, conjuring up social protocol or associations. Sociologist John Urry’s notion of the tourist gaze lends insight to considering the implication of the intentional placement and use of plastic models in the Korean urban landscape. Urry argues that people do not gaze by chance but are taught when, where, and how to gaze by clear markers, objects, events, and experiences. Therefore, plastic models construct the gaze on Korean food to teach consumers when, where, and how to experience and practice Korean culinary culture. The Production Process of Plastic Food Models Analysis of plastic models must also consider who gets to define and reproduce the aesthetic and social taste of food. This approach follows the call to examine the knowledge and power of technical and aesthetic experts responsible for producing and authorizing certain discourses as legitimate and representative of the nation (Boyer and Lomnitz; Krishenblatt-Gimblett; Smith). Since plastic model manufacturers are the main technical and aesthetic experts responsible for disseminating standards of taste through the production of fake food, it is necessary to examine their approaches and methods. High-quality food models begin with original food to be reproduced. For single food items such as an apple or a shrimp, liquid plastic is poured into pre-formed molds. In the case of food with multiple components such as a noodle soup, the actual food is first covered with liquid plastic to replicate its exact shape and then elements are added on top. Next, the mold goes through various heat and chemical treatments before the application of color. The factors that determine the preciseness of the model are the quality of the paint, the skill of the painter, and the producer’s interpretation of the original. In the case of duplicating a dish with multiple ingredients, individual elements are made separately according to the process described above and assembled and presented in the same dishware as that of the original. The producers’ studios look more like test kitchens than industrial factories. Making food models require techniques resembling conventional cooking procedures. The Pioneer, for instance, enrolled in Korean cooking classes when he realized that to produce convincing replicas he needed to understand how certain dishes are made. The main mission for plastic food producers is to visually whet the appetite by creating replicas that look tastier than the original. Since the notion of taste is highly subjective, the objective for plastic food producers is to translate the essence of the food using imagination and artistic expression to appeal to universal taste. A fake model is more than just the sum of its parts because some ingredients are highlighted to increase its approximation of the real. For example, the Pioneer highlights certain characteristics of the food that he believes to be central to the dish while minimizing or even neglecting other aspects. When making models of cabbage kimchi, he focuses on prominently depicting the outer layers of neatly stacked kimchi without emphasizing the radish, peppers, fermented shrimp paste, ginger, and garlic that are tucked between each layer of the cabbage. Although the models are three-dimensional, they only show the top or exterior of the dishes from the viewer’s perspective. Translating dishes that have complex flavor profile and ingredients are challenging and require painstaking editing. The Exporter notes that assembling a dish and putting the final touches on a plate are similar to what a food stylist does because her aim, too, is to make the viewer’s mouth water. To communicate crispy breaded shrimp, she dunks pre-molded plastic shrimp into a thin plastic paste and uses an air gun to make the “batter” swirl into crunchy flakes before coloring it to a perfect golden brown. Manufacturers need to realistically capture the natural properties of food to help consumers imagine the taste of a dish. For instance, the Franchisor confesses that one of the hardest dishes to make is honey bread (a popular dessert at Korean cafes), a thick cut of buttered white toast served piping hot with a scoop of ice cream on top. Convincingly portraying a scoop of ice cream slowly melting over the steaming bread is challenging because it requires the ice cream pooling on the top and running down the sides to look natural. Making artificial material look natural is impossible without meticulous skill and artistic expression. These manufacturers bring plastic models to life by injecting them with their interpretations of the food’s essence, which facilitates food practices by allowing the viewer to imagine and indulge in the taste of the real. Conclusion Deception runs deep in the Korean urban landscape, as plastic models are omnipresent but their fakeness is difficult to discern without conscious effort. While the government’s desire to introduce Korean cuisine to an international audience fueled the increase in displays of plastic food, the enthusiastic adoption of fake food as a tool to regulate and communicate food practices has enabled integration of fake models into everyday life. The plastic models’ authority over daily food practices is rooted in its ability to seamlessly stand in for the real to influence the production and consumption of food. Rather than taking plastic food models at face value, I argued that deeper analysis of the power and agency of manufacturers is necessary. It is through the manufacturers’ expertise and artistic vision that plastic models become tools to articulate notions of taste. As models produced by these manufacturers proliferate both locally and globally, their authority solidifies in defining and reinforcing social norms and taste of Korean culture. Therefore, the Pioneer, Exporter, and Franchisor, are the true tastemakers who translate the essence of food to guide food preference and practices. References Baudrillard, Jean. Simulacra and Simulation. Anne Arbor, MI: University of Michigan Press, 1995. Benjamin, Walter. The Work of Art in the Age of Mechanical Reproduction. New York: Penguin, 1968. Boyer, Dominic, and Claudio Lomnitz. “Intellectuals and Nationalism: Anthropological Engagements.” Annual Review of Anthropology 34 (2005): 105–20. Douglas, Mary. Purity and Danger. London: Routledge, 1966. Eco, Umberto. Travels in Hyperreality. Orlando, FL: Harcourt Bruce & Company, 1983. Exporter, The. Personal Communication. Seoul, South Korea, 11 Jan. 2012. Franchisor, The. Personal Communication. Seoul, South Korea, 9 Jan. 2012. Gewertz, Deborah, and Frederick Errington. Cheap Meat: Flap Food Nations in the Pacific Islands. Berkeley: University of California Press, 2010. Han, Kyung-Koo. “Some Foods Are Good to Think: Kimchi and the Epitomization of National Character.” Korean Social Science Journal 27.1 (2000): 221–35. Harris, Marvin, Nirmal K. Bose, Morton Klass, Joan P. Mencher, Kalervo Oberg, Marvin K. Opler, Wayne Suttles, and Andrew P. Vayda. “The Cultural Ecology of India’s Sacred Cattle [and Comments and Replies].” Current Anthropology (1966): 51–66. Kirshenblatt-Gimblett, Barbara. “Theorizing Heritage.” Ethnomusicology 39.3 (1995): 367–80. Messer, Ellen. “Food Definitions and Boundaries.” Consuming the Inedible: Neglected Dimensions of Food Choice. Eds. Jeremy MacClancy, C. Jeya Henry and Helen Macbeth. New York: Berghahn Books, 2007. 53–65. Pioneer, The. Personal Communication. Incheon, South Korea. 19 Dec. 2011. Rath, Eric. Food and Fantasy in Early Modern Japan. Berkeley: University of California Press, 2010. Smith, Laura Jane. Uses of Heritage. London: Routledge, 2006. Urry, John. The Tourist Gaze: Leisure and Travel in Contemporary Societies. London: Sage Publications, 2002.Walraven, Boudewijn. “Bardot Soup and Confucians’ Meat: Food and Korean Identity in Global Context”. Asian Food: The Global and Local. Eds. Katarzyna Cwiertka, and Boudewijn Walraven. Honolulu: University of Hawai’i Press, 2001. 95–115.

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Every act of art is able to reveal, balance and revive the relations between a territory and its inhabitants (François Davin, Southern Forest Sculpture Walk Catalogue)Introducing the Understory Art in Nature TrailIn February 2015, a colossal wildfire destroyed 98,300 hectares of farm and bushland surrounding the town of Northcliffe, located 365 km south of Perth, Western Australia (WA). As the largest fire in the recorded history of the southwest region (Southern Forest Arts, After the Burn 8), the disaster attracted national attention however the extraordinary contribution of local knowledge in saving a town considered by authorities to be “undefendable” (Kennedy) is yet to be widely appreciated. In accounting for a creative scene that survived the conflagration, this case study sees culture mobilised as a socioeconomic resource for conservation and the healing of community spirit.Northcliffe (population 850) sits on a coastal plain that hosts majestic old-growth forest and lush bushland. In 2006, Southern Forest Arts (SFA) dedicated a Southern Forest Sculpture Walk for creative professionals to develop artworks along a 1.2 km walk trail through pristine native forest. It was re-branded “Understory—Art in Nature” in 2009; then “Understory Art in Nature Trail” in 2015, the understory vegetation layer beneath the canopy being symbolic of Northcliffe’s deeply layered caché of memories, including “the awe, love, fear, and even the hatred that these trees have provoked among the settlers” (Davin in SFA Catalogue). In the words of the SFA Trailguide, “Every place (no matter how small) has ‘understories’—secrets, songs, dreams—that help us connect with the spirit of place.”In the view of forest arts ecologist Kumi Kato, “It is a sense of place that underlies the commitment to a place’s conservation by its community, broadly embracing those who identify with the place for various reasons, both geographical and conceptual” (149). In bioregional terms such communities form a terrain of consciousness (Berg and Dasmann 218), extending responsibility for conservation across cultures, time and space (Kato 150). A sustainable thematic of place must also include livelihood as the third party between culture and nature that establishes the relationship between them (Giblett 240). With these concepts in mind I gauge creative impact on forest as place, and, in turn, (altered) forest’s impact on people. My abstraction of physical place is inclusive of humankind moving in dialogic engagement with forest. A mapping of Understory’s creative activities sheds light on how artists express physical environments in situated creative practices, clusters, and networks. These, it is argued, constitute unique types of community operating within (and beyond) a foundational scene of inspiration and mystification that is metaphorically “rising from the ashes.” In transcending disconnectedness between humankind and landscape, Understory may be understood to both culturalise nature (as an aesthetic system), and naturalise culture (as an ecologically modelled system), to build on a trope introduced by Feld (199). Arguably when the bush is cultured in this way it attracts consumers who may otherwise disconnect from nature.The trail (henceforth Understory) broaches the histories of human relations with Northcliffe’s natural systems of place. Sub-groups of the Noongar nation have inhabited the southwest for an estimated 50,000 years and their association with the Northcliffe region extends back at least 6,000 years (SFA Catalogue; see also Crawford and Crawford). An indigenous sense of the spirit of forest is manifest in Understory sculpture, literature, and—for the purpose of this article—the compilation CD Canopy: Songs for the Southern Forests (henceforth Canopy, Figure 1).As a cultural and environmental construction of place, Canopy sustains the land with acts of seeing, listening to, and interpreting nature; of remembering indigenous people in the forest; and of recalling the hardships of the early settlers. I acknowledge SFA coordinator and Understory custodian Fiona Sinclair for authorising this investigation; Peter Hill for conservation conversations; Robyn Johnston for her Canopy CD sleeve notes; Della Rae Morrison for permissions; and David Pye for discussions. Figure 1. Canopy: Songs for the Southern Forests (CD, 2006). Cover image by Raku Pitt, 2002. Courtesy Southern Forest Arts, Northcliffe, WA.Forest Ecology, Emotion, and ActionEstablished in 1924, Northcliffe’s ill-founded Group Settlement Scheme resulted in frontier hardship and heartbreak, and deforestation of the southwest region for little economic return. An historic forest controversy (1992-2001) attracted media to Northcliffe when protesters attempting to disrupt logging chained themselves to tree trunks and suspended themselves from branches. The signing of the Western Australian Regional Forest Agreement in 1999 was followed, in 2001, by deregulation of the dairy industry and a sharp decline in area population.Moved by the gravity of this situation, Fiona Sinclair won her pitch to the Manjimup Council for a sound alternative industry for Northcliffe with projections of jobs: a forest where artists could work collectively and sustainably to reveal the beauty of natural dimensions. A 12-acre pocket of allocated Crown Land adjacent to the town was leased as an A-Class Reserve vested for Education and Recreation, for which SFA secured unified community ownership and grants. Conservation protocols stipulated that no biomass could be removed from the forest and that predominantly raw, natural materials were to be used (F. Sinclair and P. Hill, personal interview, 26 Sep. 2014). With forest as prescribed image (wider than the bounded chunk of earth), Sinclair invited the artists to consider the themes of spirituality, creativity, history, dichotomy, and sensory as a basis for work that was to be “fresh, intimate, and grounded in place.” Her brief encouraged artists to work with humanity and imagination to counteract residual community divisiveness and resentment. Sinclair describes this form of implicit environmentalism as an “around the back” approach that avoids lapsing into political commentary or judgement: “The trail is a love letter from those of us who live here to our visitors, to connect with grace” (F. Sinclair, telephone interview, 6 Apr. 2014). Renewing community connections to local place is essential if our lives and societies are to become more sustainable (Pedelty 128). To define Northcliffe’s new community phase, artists respected differing associations between people and forest. A structure on a karri tree by Indigenous artist Norma MacDonald presents an Aboriginal man standing tall and proud on a rock to become one with the tree and the forest: as it was for thousands of years before European settlement (MacDonald in SFA Catalogue). As Feld observes, “It is the stabilizing persistence of place as a container of experiences that contributes so powerfully to its intrinsic memorability” (201).Adhering to the philosophy that nature should not be used or abused for the sake of art, the works resonate with the biorhythms of the forest, e.g. functional seats and shelters and a cascading retainer that directs rainwater back to the resident fauna. Some sculptures function as receivers for picking up wavelengths of ancient forest. Forest Folk lurk around the understory, while mysterious stone art represents a life-shaping force of planet history. To represent the reality of bushfire, Natalie Williamson’s sculpture wraps itself around a burnt-out stump. The work plays with scale as small native sundew flowers are enlarged and a subtle beauty, easily overlooked, becomes apparent (Figure 2). The sculptor hopes that “spiders will spin their webs about it, incorporating it into the landscape” (SFA Catalogue).Figure 2. Sundew. Sculpture by Natalie Williamson, 2006. Understory Art in Nature Trail, Northcliffe, WA. Image by the author, 2014.Memory is naturally place-oriented or at least place-supported (Feld 201). Topaesthesia (sense of place) denotes movement that connects our biography with our route. This is resonant for the experience of regional character, including the tactile, olfactory, gustatory, visual, and auditory qualities of a place (Ryan 307). By walking, we are in a dialogue with the environment; both literally and figuratively, we re-situate ourselves into our story (Schine 100). For example, during a summer exploration of the trail (5 Jan. 2014), I intuited a personal attachment based on my grandfather’s small bush home being razed by fire, and his struggle to support seven children.Understory’s survival depends on vigilant controlled (cool) burns around its perimeter (Figure 3), organised by volunteer Peter Hill. These burns also hone the forest. On 27 Sept. 2014, the charred vegetation spoke a spring language of opportunity for nature to reassert itself as seedpods burst and continue the cycle; while an autumn walk (17 Mar. 2016) yielded a fresh view of forest colour, patterning, light, shade, and sound.Figure 3. Understory Art in Nature Trail. Map Created by Fiona Sinclair for Southern Forest Sculpture Walk Catalogue (2006). Courtesy Southern Forest Arts, Northcliffe, WA.Understory and the Melody of CanopyForest resilience is celebrated in five MP3 audio tours produced for visitors to dialogue with the trail in sensory contexts of music, poetry, sculptures and stories that name or interpret the setting. The trail starts in heathland and includes three creek crossings. A zone of acacias gives way to stands of the southwest signature trees karri (Eucalyptus diversicolor), jarrah (Eucalyptus marginata), and marri (Corymbia calophylla). Following a sheoak grove, a riverine environment re-enters heathland. Birds, insects, mammals, and reptiles reside around and between the sculptures, rendering the earth-embedded art a fusion of human and natural orders (concept after Relph 141). On Audio Tour 3, Songs for the Southern Forests, the musician-composers reflect on their regionally focused items, each having been birthed according to a personal musical concept (the manner in which an individual artist holds the totality of a composition in cultural context). Arguably the music in question, its composers, performers, audiences, and settings, all have a role to play in defining the processes and effects of forest arts ecology. Local musician Ann Rice billeted a cluster of musicians (mostly from Perth) at her Windy Harbour shack. The energy of the production experience was palpable as all participated in on-site forest workshops, and supported each other’s items as a musical collective (A. Rice, telephone interview, 2 Oct. 2014). Collaborating under producer Lee Buddle’s direction, they orchestrated rich timbres (tone colours) to evoke different musical atmospheres (Table 1). Composer/Performer Title of TrackInstrumentation1. Ann RiceMy Placevocals/guitars/accordion 2. David PyeCicadan Rhythmsangklung/violin/cello/woodblocks/temple blocks/clarinet/tapes 3. Mel RobinsonSheltervocal/cello/double bass 4. DjivaNgank Boodjakvocals/acoustic, electric and slide guitars/drums/percussion 5. Cathie TraversLamentaccordion/vocals/guitar/piano/violin/drums/programming 6. Brendon Humphries and Kevin SmithWhen the Wind First Blewvocals/guitars/dobro/drums/piano/percussion 7. Libby HammerThe Gladevocal/guitar/soprano sax/cello/double bass/drums 8. Pete and Dave JeavonsSanctuaryguitars/percussion/talking drum/cowbell/soprano sax 9. Tomás FordWhite Hazevocal/programming/guitar 10. David HyamsAwakening /Shaking the Tree /When the Light Comes guitar/mandolin/dobro/bodhran/rainstick/cello/accordion/flute 11. Bernard CarneyThe Destiny Waltzvocal/guitar/accordion/drums/recording of The Destiny Waltz 12. Joel BarkerSomething for Everyonevocal/guitars/percussion Table 1. Music Composed for Canopy: Songs for the Southern Forests.Source: CD sleeve and http://www.understory.com.au/art.php. Composing out of their own strengths, the musicians transformed the geographic region into a living myth. As Pedelty has observed of similar musicians, “their sounds resonate because they so profoundly reflect our living sense of place” (83-84). The remainder of this essay evidences the capacity of indigenous song, art music, electronica, folk, and jazz-blues to celebrate, historicise, or re-imagine place. Firstly, two items represent the phenomenological approach of site-specific sensitivity to acoustic, biological, and cultural presence/loss, including the materiality of forest as a living process.“Singing Up the Land”In Aboriginal Australia “there is no place that has not been imaginatively grasped through song, dance and design, no place where traditional owners cannot see the imprint of sacred creation” (Rose 18). Canopy’s part-Noongar language song thus repositions the ancient Murrum-Noongar people within their life-sustaining natural habitat and spiritual landscape.Noongar Yorga woman Della Rae Morrison of the Bibbulmun and Wilman nations co-founded The Western Australian Nuclear Free Alliance to campaign against the uranium mining industry threatening Ngank Boodjak (her country, “Mother Earth”) (D.R. Morrison, e-mail, 15 July 2014). In 2004, Morrison formed the duo Djiva (meaning seed power or life force) with Jessie Lloyd, a Murri woman of the Guugu Yimidhirr Nation from North Queensland. After discerning the fundamental qualities of the Understory site, Djiva created the song Ngank Boodjak: “This was inspired by walking the trail […] feeling the energy of the land and the beautiful trees and hearing the birds. When I find a spot that I love, I try to feel out the lay-lines, which feel like vortexes of energy coming out of the ground; it’s pretty amazing” (Morrison in SFA Canopy sleeve) Stanza 1 points to the possibilities of being more fully “in country”:Ssh!Ni dabarkarn kooliny, ngank boodja kookoorninyListen, walk slowly, beautiful Mother EarthThe inclusion of indigenous language powerfully implements an indigenous interpretation of forest: “My elders believe that when we leave this life from our physical bodies that our spirit is earthbound and is living in the rocks or the trees and if you listen carefully you might hear their voices and maybe you will get some answers to your questions” (Morrison in SFA Catalogue).Cicadan Rhythms, by composer David Pye, echoes forest as a lively “more-than-human” world. Pye took his cue from the ambient pulsing of male cicadas communicating in plenum (full assembly) by means of airborne sound. The species were sounding together in tempo with individual rhythm patterns that interlocked to create one fantastic rhythm (Australian Broadcasting Corporation, Composer David Pye). The cicada chorus (the loudest known lovesong in the insect world) is the unique summer soundmark (term coined by Truax Handbook, Website) of the southern forests. Pye chased various cicadas through Understory until he was able to notate the rhythms of some individuals in a patch of low-lying scrub.To simulate cicada clicking, the composer set pointillist patterns for Indonesian anklung (joint bamboo tubes suspended within a frame to produce notes when the frame is shaken or tapped). Using instruments made of wood to enhance the rich forest imagery, Pye created all parts using sampled instrumental sounds placed against layers of pre-recorded ambient sounds (D. Pye, telephone interview, 3 Sept. 2014). He takes the listener through a “geographical linear representation” of the trail: “I walked around it with a stopwatch and noted how long it took to get through each section of the forest, and that became the musical timing of the various parts of the work” (Pye in SFA Canopy sleeve). That Understory is a place where reciprocity between nature and culture thrives is, likewise, evident in the remaining tracks.Musicalising Forest History and EnvironmentThree tracks distinguish Canopy as an integrative site for memory. Bernard Carney’s waltz honours the Group Settlers who battled insurmountable terrain without any idea of their destiny, men who, having migrated with a promise of owning their own dairy farms, had to clear trees bare-handedly and build furniture from kerosene tins and gelignite cases. Carney illuminates the culture of Saturday night dancing in the schoolroom to popular tunes like The Destiny Waltz (performed on the Titanic in 1912). His original song fades to strains of the Victor Military Band (1914), to “pay tribute to the era where the inspiration of the song came from” (Carney in SFA Canopy sleeve). Likewise Cathie Travers’s Lament is an evocation of remote settler history that creates a “feeling of being in another location, other timezone, almost like an endless loop” (Travers in SFA Canopy sleeve).An instrumental medley by David Hyams opens with Awakening: the morning sun streaming through tall trees, and the nostalgic sound of an accordion waltz. Shaking the Tree, an Irish jig, recalls humankind’s struggle with forest and the forces of nature. A final title, When the Light Comes, defers to the saying by conservationist John Muir that “The wrongs done to trees, wrongs of every sort, are done in the darkness of ignorance and unbelief, for when the light comes the heart of the people is always right” (quoted by Hyams in SFA Canopy sleeve). Local musician Joel Barker wrote Something for Everyone to personify the old-growth karri as a king with a crown, with “wisdom in his bones.”Kevin Smith’s father was born in Northcliffe in 1924. He and Brendon Humphries fantasise the untouchability of a maiden (pre-human) moment in a forest in their song, When the Wind First Blew. In Libby Hammer’s The Glade (a lover’s lament), instrumental timbres project their own affective languages. The jazz singer intended the accompanying double bass to speak resonantly of old-growth forest; the cello to express suppleness and renewal; a soprano saxophone to impersonate a bird; and the drums to imitate the insect community’s polyrhythmic undercurrent (after Hammer in SFA Canopy sleeve).A hybrid aural environment of synthetic and natural forest sounds contrasts collision with harmony in Sanctuary. The Jeavons Brothers sampled rustling wind on nearby Mt Chudalup to absorb into the track’s opening, and crafted a snare groove for the quirky eco-jazz/trip-hop by banging logs together, and banging rocks against logs. This imaginative use of percussive found objects enhanced their portrayal of forest as “a living, breathing entity.”In dealing with recent history in My Place, Ann Rice cameos a happy childhood growing up on a southwest farm, “damming creeks, climbing trees, breaking bones and skinning knees.” The rich string harmonies of Mel Robinson’s Shelter sculpt the shifting environment of a brewing storm, while White Haze by Tomás Ford describes a smoky controlled burn as “a kind of metaphor for the beautiful mystical healing nature of Northcliffe”: Someone’s burning off the scrubSomeone’s making sure it’s safeSomeone’s whiting out the fearSomeone’s letting me breathe clearAs Sinclair illuminates in a post-fire interview with Sharon Kennedy (Website):When your map, your personal map of life involves a place, and then you think that that place might be gone…” Fiona doesn't finish the sentence. “We all had to face the fact that our little place might disappear." Ultimately, only one house was lost. Pasture and fences, sheds and forest are gone. Yet, says Fiona, “We still have our town. As part of SFA’s ongoing commission, forest rhythm workshops explore different sound properties of potential materials for installing sound sculptures mimicking the surrounding flora and fauna. In 2015, SFA mounted After the Burn (a touring photographic exhibition) and Out of the Ashes (paintings and woodwork featuring ash, charcoal, and resin) (SFA, After the Burn 116). The forthcoming community project Rising From the Ashes will commemorate the fire and allow residents to connect and create as they heal and move forward—ten years on from the foundation of Understory.ConclusionThe Understory Art in Nature Trail stimulates curiosity. It clearly illustrates links between place-based social, economic and material conditions and creative practices and products within a forest that has both given shelter and “done people in.” The trail is an experimental field, a transformative locus in which dedicated physical space frees artists to culturalise forest through varied aesthetic modalities. Conversely, forest possesses agency for naturalising art as a symbol of place. Djiva’s song Ngank Boodjak “sings up the land” to revitalise the timelessness of prior occupation, while David Pye’s Cicadan Rhythms foregrounds the seasonal cycle of entomological music.In drawing out the richness and significance of place, the ecologically inspired album Canopy suggests that the community identity of a forested place may be informed by cultural, economic, geographical, and historical factors as well as endemic flora and fauna. Finally, the musical representation of place is not contingent upon blatant forms of environmentalism. The portrayals of Northcliffe respectfully associate Western Australian people and forests, yet as a place, the town has become an enduring icon for the plight of the Universal Old-growth Forest in all its natural glory, diverse human uses, and (real or perceived) abuses.ReferencesAustralian Broadcasting Commission. “Canopy: Songs for the Southern Forests.” Into the Music. Prod. Robyn Johnston. Radio National, 5 May 2007. 12 Aug. 2014 <http://www.abc.net.au/radionational/programs/intothemusic/canopy-songs-for-the-southern-forests/3396338>.———. “Composer David Pye.” Interview with Andrew Ford. The Music Show, Radio National, 12 Sep. 2009. 30 Jan. 2015 <http://canadapodcasts.ca/podcasts/MusicShowThe/1225021>.Berg, Peter, and Raymond Dasmann. “Reinhabiting California.” Reinhabiting a Separate Country: A Bioregional Anthology of Northern California. Ed. Peter Berg. San Francisco: Planet Drum, 1978. 217-20.Crawford, Patricia, and Ian Crawford. Contested Country: A History of the Northcliffe Area, Western Australia. Perth: UWA P, 2003.Feld, Steven. 2001. “Lift-Up-Over Sounding.” The Book of Music and Nature: An Anthology of Sounds, Words, Thoughts. Ed. David Rothenberg and Marta Ulvaeus. Middletown, CT: Wesleyan UP, 2001. 193-206.Giblett, Rod. People and Places of Nature and Culture. Bristol: Intellect, 2011.Kato, Kumi. “Addressing Global Responsibility for Conservation through Cross-Cultural Collaboration: Kodama Forest, a Forest of Tree Spirits.” The Environmentalist 28.2 (2008): 148-54. 15 Apr. 2014 <http://link.springer.com/article/10.1007/s10669-007-9051-6#page-1>.Kennedy, Sharon. “Local Knowledge Builds Vital Support Networks in Emergencies.” ABC South West WA, 10 Mar. 2015. 26 Mar. 2015 <http://www.abc.net.au/local/stories/2015/03/09/4193981.htm?site=southwestwa>.Morrison, Della Rae. E-mail. 15 July 2014.Pedelty, Mark. Ecomusicology: Rock, Folk, and the Environment. Philadelphia, PA: Temple UP, 2012.Pye, David. Telephone interview. 3 Sep. 2014.Relph, Edward. Place and Placelessness. London: Pion, 1976.Rice, Ann. Telephone interview. 2 Oct. 2014.Rose, Deborah Bird. Nourishing Terrains: Australian Aboriginal Views of Landscape and Wilderness. Australian Heritage Commission, 1996.Ryan, John C. Green Sense: The Aesthetics of Plants, Place and Language. Oxford: Trueheart Academic, 2012.Schine, Jennifer. “Movement, Memory and the Senses in Soundscape Studies.” Canadian Acoustics: Journal of the Canadian Acoustical Association 38.3 (2010): 100-01. 12 Apr. 2016 <http://jcaa.caa-aca.ca/index.php/jcaa/article/view/2264>.Sinclair, Fiona. Telephone interview. 6 Apr. 2014.Sinclair, Fiona, and Peter Hill. Personal Interview. 26 Sep. 2014.Southern Forest Arts. Canopy: Songs for the Southern Forests. CD coordinated by Fiona Sinclair. Recorded and produced by Lee Buddle. Sleeve notes by Robyn Johnston. West Perth: Sound Mine Studios, 2006.———. Southern Forest Sculpture Walk Catalogue. Northcliffe, WA, 2006. Unpaginated booklet.———. Understory—Art in Nature. 2009. 12 Apr. 2016 <http://www.understory.com.au/>.———. Trailguide. Understory. Presented by Southern Forest Arts, n.d.———. After the Burn: Stories, Poems and Photos Shared by the Local Community in Response to the 2015 Northcliffe and Windy Harbour Bushfire. 2nd ed. Ed. Fiona Sinclair. Northcliffe, WA., 2016.Truax, Barry, ed. Handbook for Acoustic Ecology. 2nd ed. Cambridge Street Publishing, 1999. 10 Apr. 2016 <http://www.sfu.ca/sonic-studio/handbook/Soundmark.html>.

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The plausibility of a ‘celebrity-artist’ is met with scepticism, suspicion and/or outright disdain amongst those who guard the traditions surrounding the exclusionary world of ‘High Art’. As a construct unique to the advent of media culture, the vapid and transient nature associated with contemporary celebrity negates the high-minded notion of genius retrospectively applied to a ‘hero-artist’ such as Michelangelo or Rembrandt. (Chris Rojek’s categories are useful in illustrating this difference. While the celebrity of earlier artists was based on talent, and thus, ‘achieved celebrity’, current media-generated celebrity, or what Rojek terms ‘celetoid’, is transient and artificially generated.) For media-celebrity is an immediately accessible veneer, a stopgap in our moments of boredom, and a point of ‘other’ against which we situate our desires, not expected to provide anything more or less significant than mass-entertainment. This contradicts or otherwise undermines the anticipation that Art express the ‘profound’, possess ‘essence’ if not ‘beauty’, or be part of the politically-motivated avant-garde. The two-dimensional world of ‘media-ted culture’ (a term I use to describe the manner in which the media mediates culture, as opposed to mass culture which presupposes a top-down construction of culture denying the free-play of signs and free-will of cultural consumption), with its attribute capitalist underpinnings, complicates the depth and emancipatory potential of Art, and, by extension, appears to threaten the entire elitist infrastructure of the Artworld by association to or blending with ‘mass culture’. In addition to a general malaise fuelled by the troublesome notion of a ‘Culture Industry’, these ideological Artworld constants maintain their position in the post-postmodern Nineties as the curmudgeonly core of criticism, particularly that scripted within the realm of the ‘popular’ media, aimed at contemporary art and its celebrity occupants. In his text Art and Celebrity, John Walker discusses the career trajectory of British-born artist Damien Hirst remarking that some critics “regard him as a frivolous clown whose showmanship robs art of its dignity” and further, “think his work has contributed to the dumbing down, coarsening and vulgarisation of British culture” (Walker 247). The relationship of the character of the artist to the form of his artworks, I will assert, is not an organic occurrence but a media-ted one. As an artist whose media-persona appeared to be driven by fame and the excesses and lifestyle it afforded, and who created work which seemed to reflect a rather disinterested, dispirited and dismissive attitude similar to that persona, Hirst finds himself in the conundrum of having become an artist whose financial success and art historical dilemma is his relationship to those self-same processes he utilized to achieve success at the start of his career. I will briefly sketch the mechanisms which led to Hirst’s definition within the purview of the popular, and follow by suggesting an art historical repositioning of his work. Damien Hirst currently enjoys a peaceful, rural existence as the third highest-paid British artist alive today, having sky-rocketed to success in the Nineties as the ‘founder’ of the loose-knit group known as ‘young British art’. A product of the can-do attitude associated with Thatcherism and encouraged by his teachers, particularly the American-born Conceptualist Michael Craig-Martin, Hirst actively participated within the endorsem*nt of his works and those of his London-based Goldsmith College classmates. Freeze, his first attempt at curation, has taken on mythic status in defining the group, and its professional gloss — particularly within its marketing strategy — is viewed as the precursor to an artistic disposition far more interested in fame and fortune, than form. (For a full discussion of Freeze, from a particularly Marxist perspective, see Stallabrass. His rebranding of ‘young British art’ into ‘High Art Lite’ sums up his position quite precisely. For a more light-hearted approach, see Collings.) As he progressed in his career during the early Nineties, and in conjunction with the promotional savvy of his dealer Jay Jopling, Hirst received frequent mention in specialist and popular media alike, quickly becoming known as young British art’s enfant-terrible. His lewd public behaviour, when collapsed as a single performance with his Art, was construed as a media-friendly spectacle which actively sought to attract the voyeuristic gaze of popular culture. This ploy appeared to work. Due to the familiarity granted by extensive media coverage, his images were subsequently co-opted within a number of marketplaces, ranging from film to advertising. For the first time in Britain an unusual cultural twist placed the world of High Art, embodied within the media-ted-performance-installation piece ‘Damien Hirst’, squarely within the realm of everyday experience. The ubiquity of his forms prompted friend/author Gordon Burn to pronounce that Britain was now under the influence of “a new intangible poetry becoming part of modern life” (Burn 10), or, in other words, had entered ‘Hirstworld’. Although the collapsing of work and artist within the realm of ‘modern life’ has art historical precedents, most obviously within the oeuvre of Andy Warhol, Hirst created a juxtaposition within his personality which largely undermined notions of what constituted the ‘Artist’. In contrast with Warhol’s eclectic ‘artsy’ public persona, Hirst presented himself as an average ‘Northern lad’: rowdy, temperamental, beer-swilling. His antics were part of the common cultural vernacular and when viewed in conjunction with the supposed media-friendly nature of his works, as Rosie Millard reflects, “Even if they hated it, people felt like they could have an opinion, because they understood what was going on” (Millard 21). Yet what did the public really understand, and how did they come to understand it? While a higher than normal attendance at the Sensation exhibit was regarded as an indicator of the success of young British art, the vast majority of the non-specialist audience commenting on these works based their assessment and interpretation of them on the exposure granted them by the mass media. The media-tion of yBa, particularly in the flagrant reporting of the artists’ statements and antics, flattened complexities or intertextual meanings into a by-line, which was meant to capture the imagination of a new audience for contemporary art in an easily consumable form. Although specialist criticism predictably ran the gambit, popular criticism was quite often disparaging or otherwise derogatory, and almost always took a biographical approach to describing the objects. Thus, what the public appeared to ‘understand’ was related much more to the hype and celebrity surrounding the artists, particularly the main protagonist Hirst, than of any issue related to form, appreciation or the history of art. Even more detrimentally, this conflation of art with biography led to many misunderstandings related to form, particularly in the assumption of its intention as ‘shock-art’ (as in Sister Wendy’s statement – see Wroe). An editorial letter printed in The Times points to this problem: “I am sure I am speaking for the general public when I say that these exhibits are not challenging, not clever, not funny and certainly not art” (Taylor 5; italics are mine). Outside of the media attention it garnered, young British art was as incomprehensible to its public as contemporary Art ever had been, even if the personalities of the artists and their motifs were easily recognizable. The notoriously fickle British were suspect of the equation: shark in formaldehyde = art. As Andrew Graham-Dixon notes, “They distrust the modern artist for old-fashioned puritanical reasons, being suspicious of any work of art which appears, to them, to have involved little work. They also suspect modern art of trying to fool them with a spurious jiggery-pokery” (Graham-Dixon 202). And perhaps more significantly, a class system which remained highly stratified continued to be firmly in place in the Nineties and was intensely critical regarding the allotment of government funds. (A well-documented incidence of this is the public outcry that occurred after the Tate purchased a work by Carl Andrew consisting solely of a line of firebrick.) The only thing that seemed shocking to the public was the promotion of the decadent young British artists with their spurious forms and high-fashion lifestyle. Exposure to the allegory of yBa led to the over-riding sentiment: ‘I could make that too, now give me my fame!’ (Incidences of this were rampant in the papers, i.e. members of the ‘working-class’ were shown displaying fish and chips in the gallery, other papers suggested ways to make-your-own Hirst; for one example, see Independent.) Not only did media-ted biography influence public opinion, but it infiltrated specialist art writing as well. Creating a direct link between biography and subject, Burn conflates objects which could be read as expressing an element of alienation with Hirst’s ‘predicament’ as a celebrity figure: “Celebrity is about control and distance; it is about adding space to the space that inevitably exists between human beings and remaining apart from the flock” (Burn 10; clearly co-opting Hirst’s vitrine sculpture of a lamb caught in mid-leap Away From The Flock to highlight this sentiment.) This sort of psychoanalytical approach edges, at best, slightly out of the realm of persona and into that of the personal. Either type of reading is regarded by Julian Stallabrass as possible only because of an intentional ambiguity on the part of the artist which allows the art object to posture as Art. For instance, Hirst provides sweeping generalizations regarding his objects, often associating them to the ‘grand narratives’ of life and death, and is at times even contradictory, employing a vague multi-referentiality which Stallabrass feels heightens the sense of ‘something important going on’. (Stallabrass suggests this is accomplished by utilizing theory without either acknowledgement or political/emancipatory intent in order to provide an illusion of sophistication. Hirst thus presents ‘The Death of the Author’, an art which appears to speak to intertextuality, only to make effectual use of it.) While Stallabrass’s own critique of yBa also conflates the persona of the artist with the artworks, he feels the media-tion of the artists has worked in their favour: “…behaviour and object-making together, fosters a feeling that it must be authentic because of its intimate link with the artist’s self, no matter how sham that self may be” (Stallabrass 247). The success of yBa is, therefore, based on a mythology regarding the persona of the artist, and a misreading of works that are otherwise “[a] combination of Hammer-style schlock and high-art minimalist rigour” (Stallabrass 26). Both of these critiques point to the central issue in an assessment of yBa (and a perennial problem for contemporary art in general): the possibilities of interpretation. In yBa in particular, interpretation has become a problem based on the conflation of the persona of the artist with their works, which I would attest is part of a larger problem regarding the confusion surrounding the relationship between the aesthetic and the spectacle, and the difficulties each term represents in popular and academic discourse alike. In the instance of Damien Hirst, the outcome of this confusion is an inability to accurately historicize the objects which comprise his oeuvre, additionally denying its aesthetic potential and dismissing the climate in which it was created. Unarguably, Hirst’s art contemplates the experience of life: as a cultural phenomenon in its contemplation of spectacular society, and as a tenuous state of embodiment, of the conditions in which we experience a state of ‘alive’. His objects (as signs or texts) provide a means to consider the dynamics in which human beings experience aesthetics, as well as providing an experience of that experience: systems which emphasize the sentient experience of phenomenology. The significance of the legacy of Hirst’s art (and of yBa generally) has already begun to be written in relation to its interaction with the media: as “conceptual work in visually accessible and spectacular form” (Stallabrass 4). While it would be disingenuous to suggest that Hirst has not capitalized or intentionally pandered to the media attention he received, it would be equally naïve to presume that his effort is purely a charade, or a mass-manipulation. The conflation of a media-ted biography with form negates the more significant aspects of Hirst’s work and its various dialogues with visual culture, the viewers in that culture and otherwise, and the history of visual objects, while simultaneously undermining the relative value of the image within contemporary society generally by association to capitalism and art-as-production. Perhaps there is a middle-ground between the Death of the Author, and Obsession with the Author? In reconsidering the aesthetic as a dialectical and culturally-bound sentient response resulting from interaction with an art object and experienced beyond the constraints of the beautiful, the importance of the first-hand interaction with art returns, shifting would-be viewers away from the water-cooler and back to the wonder of the art-experience in its many spectacular guises. References Burn, Gordon. “Hirstworld.” The Guardian 31 Aug. 1996: 10. Collings, Matthew. Blimey! From Bohemia to Britpop: The London Artworld from Francis Bacon to Damien Hirst. London: 21 Publishing Ltd., 1997. Graham-Dixon, Andrew. A History of British Art. Los Angeles: U of California P, 202. The Independent. “Review: Damien Hirst: DIY for Enthusiasts.” 18 Sep. 1997: 9. Millard, Rosie. The Tastemakers: UK Art Now. London: Thames and Hudson, 2001. Rojek, Chris. Celebrity. London: Reaktion Books, 2001. Stallabrass, Julian. High Art Lite. London: Verso, 1999. Taylor, Grace. “Unpleasant Sensation.” Magazine Letter. The Times 27 Sep. 1997: 5. Walker, John A. Art and Celebrity. London: Pluto Press, 2003. Wroe, Martin. “Sister Wendy Puts Boot into Damien.” The Guardian 12 May 1996. Citation reference for this article MLA Style LeBlanc, Carrie. "Stop Press!: Sister Wendy Refers to the Work of Celebrity-Artist Damien Hirst as 'Gossip Shock-Horror Art'!." M/C Journal 7.5 (2004). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0411/13-leblanc.php>. APA Style LeBlanc, C. (Nov. 2004) "Stop Press!: Sister Wendy Refers to the Work of Celebrity-Artist Damien Hirst as 'Gossip Shock-Horror Art'!," M/C Journal, 7(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0411/13-leblanc.php>.

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Abstract:

Introduction Amidst ecological collapse and environmental catastrophe, humankind is surrounded by indications that our habitat is turning against us in monstrous ways. The very environments we live within now evoke existential terror, and this state of ecological monstrosity has permeated popular media, including video games. Such cultural manifestations of planetary catastrophe are particularly evident in video game monsters. These virtual figures continue monsters’ long-held role in reflecting the socio-cultural anxieties of their particular era. The horrific figures that monsters present play a culturally reflexive role, echoing the fears and anxieties of their social, political and cultural context. Media monsters closely reflect their surrounding cultural conditions (Cohen 47), representing “a symptom of or a metaphor for something bigger and more significant than the ostensible reality of the monster itself” (Hutchings 37). Society’s deepest anxieties culminate in these figures in forms that are “threatening and impure” (Carroll 28), “unnatural, transgressive, obscene, contradictory” (Kearney 4–5), and abject (Kristeva 4). In this article I ask how the appearance of the monstrous within contemporary video games reflects an era of climate change and ecological collapse, and how this could inform the engagement of players with discourse concerning climate change. Central to this inquiry is the literary practice of ecocriticism, which seeks to examine environmental rather than human representation in cultural artefacts, increasingly including accounts of contemporary ecological decay and disorder (Bulfin 144). I build on such perspectives to address play encounters that foreground figures of monstrosity borne of the escalating climate crisis, and summarise case studies of two recent video games undertaken as part of this project — The Legend of Zelda: Breath of the Wild (Nintendo EPD) and The Last of Us Part II (Naughty Dog). An ecocritical approach to the monsters that populate these case studies reveals the emergence of a ludic form of ecological monstrosity tied closely to our contemporary climatic conditions and taking two significant forms: one accentuating a visceral otherness and aberrance, and the other marked by the uncanny recognition of human authorship of climate change. Horrors from the Anthropocene A growing climate emergency surrounds us, enveloping us in the abject and aberrant conditions of what could be described as an ecological monstrosity. Monstrous threats to our environment and human survival are experienced on a planetary scale and research evidence plainly illustrates a compounding catastrophe. The United Nations Intergovernmental Panel on Climate Change (IPCC), a relatively cautious and conservative body (Parenti 5), reports that a human-made emergency has developed since the Industrial Revolution. The multitude of crises that confront us include: changes in the Earth’s atmosphere driving up global temperatures, ice sheets in retreat, sea levels rising, natural ecosystems and species in collapse, and an unprecedented frequency and magnitude of heatwaves, droughts, flooding, winter storms, hurricanes, and wildfires (United Nations Environment Programme). Further human activity, including a post-war addiction to the plastics that have now spread their way across our oceans like a “liquid smog” (Robles-Anderson and Liboiron 258), or short-sighted enthusiasm for pesticides, radiation energy, and industrial chemicals (Robles-Anderson and Liboiron 254), has ensured a damaging shift in the nature of the feedback loops that Earth’s ecosystems depend upon for stability (Parenti 6). Climatic equilibrium has been disrupted, and growing damage to the ecosystems that sustain human life suggests an inexorable, entropic path to decay. To understand Earth’s profound crisis requires thinking beyond just climate and to witness the interconnected “extraordinary burdens” placed on our planet by “toxic chemistry, mining, nuclear pollution, depletion of lakes and rivers under and above ground, ecosystem simplification, vast genocides of people” which will continue to lead to the recursive collapse of interlinked major systems (Haraway 100). To speak of climate change is really to speak of the ruin of ecologies, those “living systems composed of many moving parts” that make up the tapestry of organic life on Earth (Robles-Anderson and Liboiron 251). The emergency that presents itself, as Renata Tyszczuk observes, comprises a pervasiveness, uncertainty, and interdependency that together “affect every aspect of human lives, politics and culture” (47). The emergence of the term Anthropocene (or the Age of the Humans) to describe our current geological epoch (and to supersede the erstwhile and more stable Holocene) (Zalasiewicz et al. 1036–7; Chang 7) reflects a contemporary impossibility with talking about planet Earth without acknowledging the damaging impact of humankind on its ecosystems (Bulfin 142). This recognition of human complicity in the existential crisis engulfing our planet once again connects ecological monstrosity to the socio-cultural history of the monstrous. Monsters, Jeffrey Jerome Cohen points out, “are our children” and despite our repressive efforts, “always return” in order to “ask us why we have created them” (20). Ecological monstrosity declares to us that our relegation of greenhouse gases, rising sea levels, toxic waste, species extinction, and much more, to the discursive periphery has only been temporary. Monsters, when examined closely, start to look a lot like ourselves in terms of biological origins (Perron 357), as well as other abject cultural and social markers that signal these horrific figures as residing “too close to the borders of our [own] subjectivity for comfort” (Spittle 314). Isabel Pinedo sees this uncanny nature of the horror genre’s antagonists as a postmodern condition, a ghoulish reminder of the era’s breakdown of categories, blurring of boundaries, and collapse of master narratives that combine to ensure “mastery is lost … and the stable, unified, coherent self acquires the status of a fiction” (17–18). In standing in for anxiety, the other, and the aberrant, the figure of the monster deftly turns the mirror back on its human victims. Ecocritical Play The vast scale of ecological collapse has complicated effective public communication on the subject. The scope involved is unsettling, even paralysing, to its audiences: climate change might just be “too here, too there, too everywhere, too weird, too much, too big, too everything” to bring oneself to engage with (Tyszczuk 47). The detail involved has also been captured by scientific discourse, a detached communicative mode which too easily obviates the everyday human experience of the emergency (Bulfin 140; Abraham and Jayemanne 74–76). Considerable effort has been focussed upon producing higher-fidelity models of ecological catastrophe (Robles-Anderson and Liboiron 248), rather than addressing the more significant “trouble with representing largely intangible linkages” between micro-environmental actions and macro-environmental repercussions (Chang 86). Ecocriticism is, however, emerging as a cultural means by which the crisis, and restorative possibilities, may be rendered more legible to a wider audience. Representations of ecology and catastrophe not only sustain genres such as Eco-Disaster and Cli-Fi (Bulfin 140), but are also increasingly becoming a precondition for fiction centred upon human life (Tyszczuk 47). Media artefacts concerned with environment are able to illustrate the nature of the emergency alongside “a host of related environmental issues that the technocratic ‘facts and figures’ approach … is unlikely to touch” (Abraham and Jayemanne 76) and encourage in audiences a suprapersonal understanding of the environmental impact of individual actions (Chang 70). Popular culture offers a chance to foster ‘ecological thought’ wherein it becomes “frighteningly easy … to join the dots and see that everything is interconnected” (Morton, Ecological Thought 1) rather than founder before the inexplicability of the temporalities and spatialities involved in ecological collapse. An ecocritical approach is “one of the most crucial—yet under-researched—ways of looking into the possible cultural impact of the digital entertainment industry” upon public discourse relating to the environment crisis (Felczak 185). Video games demand this closer attention because, in a mirroring of the interconnectedness of Earth’s own ecosystems, “the world has also inevitably permeated into our technical artefacts, including games” (Chang 11), and recent scholarship has worked to investigate this very relationship. Benjamin Abraham has extended Morton’s arguments to outline a mode of ecological thought for games (What Is an Ecological Game?), Alenda Chang has closely examined how games model natural environments, and Benjamin Abraham and Darshana Jayemanne have outlined four modes in which games manifest players’ ecological relationships. Close analysis of texts and genres has addressed the capacity of game mechanics to persuade players about matters of sustainability (Kelly and Nardi); implicated Minecraft players in an ecological practice of writing upon landscapes (Bohunicky); argued that Final Fantasy VII’s plot fosters ecological responsibility (Milburn); and, identified in ARMA III’s ambient, visual backdrops of renewable power generation the potential to reimagine cultural futures (Abraham, Video Game Visions). Video games allow for a particular form of ecocriticism that has been overlooked in existing efforts to speak about ecological crisis: “a politics that includes what appears least political—laughter, the playful, even the silly” (Morton, Dark Ecology 113). Play is liminal, emergent, and necessarily incomplete, and this allows its various actors—players, developers, critics and texts themselves—to come together in non-authoritarian, imaginative and potentially radical ways. Through play, audiences are offered new and novel modes for envisioning ecological problems, solutions, and futures. To return, then, to encounters with ecological monstrosity, I next consider the visions of crisis that emerge through the video game monsters that draw upon the aberrant nature of ecological collapse, as well as those that foreground our own complicity as humans in the climate crisis, declaring that we players might ourselves be monstrous. The two case studies that follow are necessarily brief, but indicate the value of further research and textual analysis to more fully uncover the role of ecological monstrosity in contemporary video games. Breath of the Wild’s Corrupted Ecology The Legend of Zelda: Breath of the Wild (Nintendo EPD) is a fantasy action-adventure game in which players adopt the role of the games series’ long-running protagonist, Link, and explore the virtual landscapes of fictional Hyrule in unstructured and nonlinear ways. Landscape is immediately striking to players of Breath of the Wild, with the game using a distinctive, high-definition cel-shaded animation style to vividly render natural environments. Within the first ten minutes of play, lush green grass sways around the player’s avatar, densely treed forests interrupt rolling vistas, and finely detailed mountains tower over the player’s perspective. The player soon learns, however, that behind these inviting landscapes lies a catastrophic corruption of natural order, and that their virtual enemies will manifest a powerful monstrosity that seems to mirror Earth’s own ecological crises. The game’s backstory centres around the Zelda series’ persistent antagonist, Ganon, and his use of a primal form of evil to overwhelm a highly evolved and industrialised Hyrulian civilisation, in an event dubbed the Great Calamity. Hyrule’s dependency on mechanical technology in its defences is misjudged, and Ganon’s re-appearance causes widespread devastation. The parallel between Hyrule’s fate and humankind’s own unsustainable commitment to heavy industry and agriculture, and faith in technological approaches to mitigation in the face of looming catastrophe, are immediately recognisable. Visible, too, is the echo of the revenge of Earth’s climate in the organic and primal force of Ganon’s destructive power. Ganon leaves in his wake an array of impossible, aberrant creatures hostile to the player, including the deformed humanoid figure of the Bokoblin (bearing snouts, arrow-shaped tails, and a horn), the sand-swimming spike-covered whale known as a Molduga, and the Stone Talus, an anthropomorphic rock formation that bursts into life out of otherwise innocuous geological features. One particularly apposite monster, known simply as Malice, is a glowing black and purple substance that oozes its way through environments in Hyrule, spreading to cover and corrupt organic material. Malice is explained by in-game introductory text as “poisonous bogs formed by water that was sullied during the Great Calamity”—an environmental element thrown out of equilibrium by pollution. Monstrosity in Breath of the Wild is decidedly ecological, and its presentation of unstable biologies, poisoned waters, and a collapsed natural order offer a conspicuous display of our contemporary climate crisis. Breath of the Wild places players in a traditional position in relation to its virtual monsters: direct opposition (Taylor 31), with a clear mandate to eliminate the threat(s) and restore equilibrium (Krzywinska 12). The game communicates its collection of biological impossibilities and inexorable corruptions as clear aberrations of a once-balanced natural order, with Hyrule’s landscapes needing purification at the player’s hands. Video games are driven, according to Jaroslav Švelch, by a logic of informatic control when it comes to virtual monsters, where our previously “inscrutable and abject” antagonists can be analysed, defined and defeated as “the medium’s computational and procedural nature makes monstrosity fit into databases and algorithms” (194). In requiring Link, and players, to scrutinise and come to “know” monsters, the game suggests a particular ecocritical possibility. Ecological monstrosity becomes educative, placing the terrors of the climate crisis directly before players’ avatars, screens, and eyes and connecting, in visceral ways, mastery over these threats with pleasure and achievement. The monsters of Breath of the Wild offer the possibility of affectively preparing players for versions of the future by mediating such engagements with disaster and catastrophe. Recognising the Monstrosity Within Set in the aftermath of the outbreak of a mutant strain of the Cordyceps fungus (through exposure to which humans transform into aggressive, zombified ‘Infected’), The Last of Us Part II (Naughty Dog) is a post-apocalyptic action-adventure game. Players alternate between two playable human characters, Ellie and Abby, whose travels through the infection-ravaged states of Wyoming, Washington, and California overlap and intertwine. At first glance, The Last of Us Part II appears to construct similar forms of ecology and monstrosity as Breath of the Wild. Players are thrust into an experience of the sublime in the game’s presentation of natural environments that are vastly capacious and highly fidelitous in their detailing. Players begin the game scrambling across snowbound ranges and fleeing through thick forests, and later encounter lush grass, rushing rivers, and wild animals reclaiming once-urban environments. And, as in Breath of the Wild, monstrosity in this gameworld appears to embody impurity and corruption, whether through the horrific deformations of various types of zombie bodies, or the fungal masses that carpet many of the game’s abandoned buildings in a reclamation of human environments by nature. Closer analysis, however, demonstrates that the monstrosity that defines the play experience of The Last of Us Part II uncannily reflects the more uncomfortable truths of the Anthropocentric era. A key reason why zombies are traditionally frightening is because they are us. The semblance of human faces and bodies that remain etched into these monsters’ decaying forms act as portents for our own fates when faced with staggering hordes and overwhelmingly poor odds of survival. Impure biologies are presented to players in these zombies, but rather than represent a distant ‘other’ they stand as more-than-likely futures for the game’s avatars, just as Earth’s climate crisis is intimately bound up in human origins and inexorable futures. The Last of Us Part II further pursues its line of anthropocentric critique, as both Ellie and Abby interact during the game with different groupings of human survivors, including hubristic militia and violent religious cultists. The player comes to understand through these encounters that it is the distrust, dogmatism, and depravity of their fellow humans that pose immediate threats to avatarial survival, rather than the scrutable, reliable, and predictable horrors of the mindless zombies. In keeping with the appearance of monsters in both interactive and cinematic texts, monsters’ most important lessons emerge when the boundaries between reality and fiction, human and nonhuman, and normality and abnormality become blurred. The Last of Us Part II utilises this underlying ambiguity in monstrosity to suggest a confronting ecological claim: that monstrous culpability belongs to us—the inhabitants of Earth. For video game users in particular, this is a doubly pointed accusation. As Thomas Apperley and Darshana Jayemanne observe of digital games, “however much their digital virtuality is celebrated they are enacted and produced in strikingly visceral—ontologically virtual—ways”, and such a materialist consideration “demands that they are also understood as objects in the world” (15). The ecological consequences of the production of such digital objects are too often taken for granted, despite critical work examining the damaging impact of resource extraction, electronic waste, energy transfer, telecommunications transfer, and the logics of obsolescence involved (Dyer-Witheford and de Peuter; Newman; Chang 152). By foregrounding humanity’s own monstrosity, The Last of Us Part II illustrates what Timothy Morton describes as the “weirdly weird” consequences of human actions during the Anthropocene; those uncanny, unexpected, and planetarily destructive outcomes of the post-industrial myth of progress (Morton, Dark Ecology 7). The ecocritical work of video games could remind players that so many of our worst contemporary nightmares result from human hubris (Weinstock 286), a realisation played out in first-person perspective by Morton: “I am the criminal. And I discover this via scientific forensics … I’m the detective and the criminal!” (Dark Ecology 9). Playing with Ecological Monstrosity The Legend of Zelda: Breath of the Wild and The Last of Us Part II confront players with an ecological form of monstrosity, which is deeply recursive in its nature. Players encounter monsters that stand in for socio-political anxieties about ecological disaster as well as those that reflect humanity’s own monstrously destructive hubris. Attention is further drawn to the player’s own, lived role as a contributor to climate crisis, a consequence of not only the material characteristics of digital games, but also their broader participation in the unsustainable economics of the post-industrial age. To begin to make the connections between these recursive monsters and analogies is to engage in the type of ecological thought that lets us see the very interconnectedness that defines the ecosystems we have damaged so fatally. In understanding that video games are the “point of convergence for a whole array of technical, cultural, and promotional dynamics of which [players] are, at best, only partially aware” (Kline, Dyer-Witheford, and de Peuter 19), we see that the nested layering of anxieties, fears, fictions, and realities is fundamental to the very fabric of digital games. Recursion, Donna Haraway observes in relation to the interlinked failure of ecosystems, “can be a drag” (100), but I want to suggest that playing with ecological monstrosity instead turns recursion into opportunity. An ecocritical approach to the examination of contemporary videogame monsters demonstrates that these horrific figures, through their primordial aesthetic and affective impacts, are adept at foregrounding the ecosystemic nature of the relationship between games and our own world. Videogames play a role in representing both desirable and objectionable versions of the world, and such “utopian and dystopian projections of the future can shape our acts in the present” (Fordyce 295). By confronting players with viscerally accessible encounters with the horror of an aberrant and abjected near future (so near that it is, in fact, already the present), games such as Breath of the Wild and The Last of Us Part II can critically position players in relation to discourse and wider public debate about ecological issues and climate change (and further research could more closely examine players’ engagements with ecological monstrosity). Drawing attention to the symmetry between monstrosity and ecological catastrophe is a crucial way that contemporary games might encourage players to untangle the recursive environmental consequences of our anthropocentric era. Morton argues that beneath the abjectness that has come to define our human co-existence with other ecological actors there lies a perverse form of pleasure, a “delicious guilt, delicious shame, delicious melancholy, delicious horror [and] delicious sadness” (Dark Ecology 129). This bitter form of “pleasure” aptly describes an ecocritical encounter with ecological monstrosity: the pleasure of battling and defeating virtual monsters, complemented by desolate (and possibly motivating) reflections of the ongoing ruination of our planet provided through the development of ecological thought on the part of players. References Abraham, Benjamin. “Video Game Visions of Climate Futures: ARMA 3 and Implications for Games and Persuasion.” Games and Culture 13.1 (2018): 71–91. Abraham, Benjamin. “What Is an Ecological Game? 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Playing Nature: Ecology in Video Games. Minneapolis: U of Minnesota P, 2019. Cohen, Jeffrey Jerome. “Monster Culture (Seven Theses)”. Monster Theory: Reading Culture. Ed. Jeffrey Jerome Cohen. Minneapolis: U of Minnesota P, 1996. 3–25. Dyer-Witheford, Nick, and Greig de Peuter. Games of Empire: Global Capitalism and Video Games. Minneapolis: U of Minnesota P, 2009. Felczak, Mateusz. “Ludic Guilt, Paidian Joy: Killing and Ecocriticism in the TheHunter Series.” Journal of Gaming & Virtual Worlds 12.2 (2020): 183–200. Fordyce, Robbie. “Play, History and Politics: Conceiving Futures beyond Empire.” Games and Culture 16.3 (2021): 294–304. Haraway, Donna J. Staying with the Trouble: Making Kin in the Chthulucene. Durham: Duke UP, 2016. Hutchings, Peter. The Horror Film. Harlow: Pearson Longman, 2002. Kearney, Richard. Strangers, Gods and Monsters: Interpreting Otherness. London: Routledge, 2002. Kelly, Shawna, and Bonnie Nardi. “Playing with Sustainability: Using Video Games to Simulate Futures of Scarcity.” First Monday 19.5 (2014). 1 Oct. 2021 <https://firstmonday.org/ojs/index.php/fm/article/view/5259>. Kline, Stephen, Nick Dyer-Witheford, and Greig de Peuter. Digital Play: The Interaction of Technology, Culture, and Marketing. Montreal: McGill-Queen’s UP, 2003. Kristeva, Julia. Powers of Horror: An Essay on Abjection. New York: Columbia UP, 1982. Krzywinska, Tanya. “Hands-on Horror.” Spectator 22.2 (2003): 12–23. Milburn, Colin. “’There Ain’t No Gettin’ offa This Train’: Final Fantasy VII and the Pwning of Environmental Crisis.” Sustainable Media. Ed. Nicole Starosielski and Janet Walker. New York: Routledge, 2016. 77–93. Morton, Timothy. Dark Ecology: For a Logic of Future Coexistence. New York: Columbia UP, 2016. Morton, Timothy. The Ecological Thought. Cambridge: Harvard UP, 2010. Newman, James. Best Before: Videogames, Supersession and Obsolescence. New York: Routledge, 2012. Nintendo EPD. The Legend of Zelda: Breath of the Wild. Kyoto, Japan: Nintendo, 2017. Parenti, Christian. Tropic of Chaos: Climate Change and the New Geography of Violence. New York: Nation Books, 2011. Perron, Bernard. The World of Scary Video Games: A Study in Videoludic Horror. London: Bloomsbury Academic, 2018. Pinedo, Isabel. “Recreational Terror: Postmodern Elements of the Contemporary Horror Film.” Journal of Film and Video 48.1 (1996): 17–31. Robles-Anderson, Erica, and Max Liboiron. “Coupling Complexity: Ecological Cybernetics as a Resource for Nonrepresentational Moves to Action.” Sustainable Media. Ed. Nicole Starosielski and Janet Walker. New York: Routledge, 2016. 248–263. Spittle, Steve. “‘Did This Game Scare You? Because It Sure as Hell Scared Me!’ F.E.A.R., the Abject and the Uncanny.” Games and Culture 6.4 (2011): 312–326. Švelch, Jaroslav. “Monsters by the Numbers: Controlling Monstrosity in Video Games.” Monster Culture in the 21st Century: A Reader. Eds. Marina Levina and Diem-My T. Bui. New York: Bloomsbury Academic, 2013. 193–208. Taylor, Laurie N. “Not of Woman Born: Monstrous Interfaces and Monstrosity in Video Games.” PhD Thesis. University of Florida, 2006. 1 Oct. 2021 <http://ufdcimages.uflib.ufl.edu/uf/00/08/11/73/00001/taylor_l.pdf>. The Last of Us Part II. Naughty Dog. San Mateo, California: Sony Interactive Entertainment, 2020. Tyszczuk, Renata. “Cautionary Tales: The Sky Is Falling! The World Is Ending!” Culture and Climate Change: Narratives. Eds. Joe Smith, Renata Tyszczuk, and Robert Butler. Cambridge: Shed, 2014. 45–57. United Nations Environment Programme. “Facts about the Climate Emergency.” UNEP – UN Environment Programme. 1 Oct. 2021 <http://www.unep.org/explore-topics/climate-change/facts-about-climate-emergency>. 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Abstract:

The past two decades have seen the publication of at least half a dozen books that consider the part that fairs, circuses, sideshows and freakshows play in the continuing cultural labour to define, categorise and control the human body, including Robert Bogdan’s Freakshow, Rosemarie Garland-Thomson’s Extraordinary Bodies, and her edited collection Freakery, and Rachel Adams’s Sideshow USA. These writers cast the freakshow as a theatre of culture, worthy of critical attention precisely because of the ways in which it has provided a popular forum for staging, solidifying and transforming ideas about the body and bodily difference, and because of its prominence in the project of modernity (Garland-Thomson “From Wonder to Error” 2-13). They point to the theatrical mechanisms by which the freakshow maps cultural anxieties about corporeal difference across ‘suitable’ bodies. For, as Bogdan (3) says, being a freak is far more than a fact of biology. The freak personae that populate the Western cultural imaginary—the fat lady, the bearded lady, the hermaphrodite and the geek—can only be produced by a performative isolation, manipulation and exaggeration of the peculiar characteristics of particular human bodies. These peculiarities have to be made explicit, in Rebecca Schneider’s (1) terms; the horror-inducing tropes of the savage, the bestial and the monstrous have to be cast across supposedly suitable and compliant flesh. The scopic mechanisms of the freakshow as a theatre, as a cabinet of corporeal curiosities in which spectators are excited, amazed and edified by the spectacle of the extraordinary body, thus support the specific forms of seeing and looking by which freak bodies are produced. It would, however, be a mistake to suggest that the titillating threat of this face-to-face encounter with the Levinasian other fully destabilises the space between signifier and signified, between the specific body and the symbolic framework in which it sits. In a somewhat paradoxical cultural manoeuvre, the ableist, sexist and racist symbolic frameworks of the freakshow unfold according to what Deleuze and Guattari (178) would call a logic of sameness. The roles, relationships and representational mechanisms of the freakshow—including the ‘talkers’ that frame the spectator’s engagement with the extraordinary body of the freak—in fact function to delineate “degrees of deviance” (178) or difference from an illusory bodily norm. So configured, the monstrous corporeality of the freak is also monstrously familiar, and is made more so by the freak spectacle’s frequent emphasis on the ways in which non-normative bodies accommodate basic functions such as grooming and eating. In such incarnations, the scenography and iconography of the freakshow in fact draws spectators into performative (mis)recognitions that manage the difference of other bodies by positioning them along a continuum that confirms the stability of the symbolic order, and the centrality of the able, white, male self in this symbolic order. Singular, specific, extraordinary bodies are subject to what might, in a Levinasian paradigm, be called the violence of categorisation and comprehension (“Is Ontology Fundamental?” 9). The circ*mstances of the encounter reduce the radical, unreadable difference of the other, transporting them “into the horizon of knowledge” (“Transcendence and Height” 12), and transforming them into something that serves the dominant cultural logic. In this sense, Petra Kuppers suggests, “the psychic effects of the freak spectacle have destabilizing effects, assaulting the boundaries of firm knowledge about self, but only to strengthen them again in cathartic effect” (45). By casting traits they abhor across the freak body (Garland-Thomson Extraordinary Bodies 55-56), spectators become complicit in this abhorrence; comforted, cajoled and strangely pleasured by a sense of distance from what they desire not to be. The subversive potential of the prodigious body evaporates (Garland-Thomson “From Wonder to Error” 3; Extraordinary Bodies 78). An evaporation more fully effected, writers on the freakshow explain, as the discursive construct of the freak was drawn into the sphere of medical spectacle in the late nineteenth century. As the symbolic framework for understanding disabled bodies ‘advances’ from the freak, the monster and the mutant to the medical specimen (Garland-Thomson “From Wonder to Error” 13; Extraordinary Bodies 70, 78-80; Synder and Mitchell 370-373; Stephens 492), the cultural trajectory away from extraordinary bodies with the capacity to expand the classes and categories of the human is complete. The medical profession finally fulfils the cultural compulsion to abstract peculiar bodily characteristics into symptoms, and, as Foucault says in The Birth of the Clinic, these symptoms become surveillable, and controllable, within an objective schema of human biology. Physical differences and idiosyncrasies are “enclosed within the singularity of the patient, in that region of ‘subjective symptoms’ that—for the doctor—defines not only the mode of knowledge, but the world of objects to be known” (xi). The freak body becomes no more than an example of human misfortune, to be examined, categorised and cared for by medical experts behind closed doors, and the freakshow fades from the stage of popular culture (Garland-Thomson Extraordinary Bodies 70). There can, of course, be no denying the need to protect people with disabilities from exploitation at the service of a cultural fetish that enacts a compulsion to define and control bodily difference. However, recent debates in disability, cultural and performance studies have been characterised by the desire to reconsider the freakshow as a site for contesting some of the cultural logics it enacts. Theorists like Synder and Mitchell argue that medical discourse “disarms the [disabled] body of its volatile potency” (378), in the process denying people with disabilities a potentially interesting site to contest the cultural logics by which their bodies are defined. The debate begins with Bogdan’s discussion of the ways in which well-meaning disability activists may, in their desire to protect people with disabilities from exploitative practices and producers, have overlooked the fact that freakshows provided people with disabilities a degree of independence and freedom otherwise impossible (280-81). After all, as disabled performer Mat Fraser says in his documentary Born Freak, The Victorian marvels found fame and some fortune, and this actually raised the visibility, even the acceptability, of disabled people in general during a time when you could be attacked on the streets just for looking different. These disabled performers found independence and commanded respect.… If I had been born a hundred years ago, given the alternatives of—what? living the life of a village monster or idiot or being poked or prodded for cataloguing by medical types—there’s no doubt about it, I would have wanted to be in show business. (Born Freak) This question of agency extends to discussion of whether disabled performers like Fraser can, by consciously appropriating the figures, symbols and scenography of the freakshow, start to deconstruct the mechanisms by which this contested sphere of cultural practice has historically defined them, confronting spectators with their own complicity in the construction of the freak. In her analysis of Coney Island’s Sideshows by the Seashore, Elizabeth Stephens reflects on this contemporary sideshow’s capacity to reclaim the political currency of the freak. For Stephens, sideshows are sites in which norms about the body, its limits and capabilities, are theatricalized and transformed into spectacle, but, in which, for this very reason, they can also be contested. Non-normative bodies are not simply exhibited or put on display on the sideshow stage, but are rather performed as the unstable—indeed, destabilising—product of the dynamic interrelationship between performer, audience and theatrical space. (486) Theorists like Stephens (487) point to disabled performers who manipulate the scopic and discursive mechanisms of the sideshow, street performance and circus, setting them against more or less personal accounts of the way their bodies have historically been seen, to disrupt the modes of subjection the freak spectacle makes possible and precipitate a crisis in prescribed categories of meaning. Stephens (485-498) writes of Mat Fraser, who reperformed the historical personal of the short-armed Sealo the Sealboy, and Jennifer Miller, who reperformed the persona of Zenobia the bearded lady, at Sideshows by the Seashore. Sharon Mazer (257-276) writes of Katy Dierlam, who donned a Dolly Dimples babydoll dress to reperform the clichéd fat lady figure Helon Melon, again at Sideshows by the Seashore, counterposing Melon’s monstrous obesity with comments affirming her body’s potent humanity, and quotes from feminist scholars and artists such as Suzy Orbach, Karen Finley and Annie Sprinkle. Sharon Synder and David Mitchell (383) write of Mary Duffy, who reperforms the armless figure of the Venus de Milo. These practices constitute performative interventions into the cultural sphere, aligned with a broader set of contemporary performance practices which contest the symbolic frameworks by which racial and gender characteristics are displayed on the popular stage in similar ways. Their confrontational performance strategies recall, for instance, the work of American performance artist Guillermo Gómez-Peña, who reappropriates colonial and pop cultural figurations of the racialised body in works like Two Undiscovered Amerindians Visit…, in which he and Coco Fusco cast themselves as two caged savages. In such works, Gómez-Peña and his collaborators use parallel performance strategies to engage the “spectacle of the Other-as-freak” (297). “The idea is to exaggerate the features of fear and desire in the Anglo imagination and ‘spectacularize’ our ‘extreme identities’, so to speak, with the clear understanding that these identities have been invented by the surgery of the global media” (297) Gómez-Peña says. These remobilisations of the monstrous operate within the paradigm of the explicit, a term Schneider coined a decade ago to describe the performance art practices of women who write the animalised, sexualised characteristics with which they are symbolically aligned across their own corporeally ‘suitable’ bodies, replaying their culturally assigned identities “with a voluble, ‘in your face’ vengeance” (100), “a literal vengeance” (109). Such practices reclaim the destablising potential of the freak spectacle, collapsing, complicating or exploding the space between signifier and signified to show that the freak is a discursive construct (22-23), and thus for Schneider, following Benjamin, threatening the whole symbolic system with collapse (2, 6). By positioning their bodies as a ground that manifestly fails to ground the reality they represent, these performers play with the idea that the reality of the freak is really just part of the order of representation. There is nothing behind it, nothing beyond it, nothing up the magician’s sleeve—identity is but a sideshow hall of mirrors in which the ‘blow off’ is always a big disappointment. Bodies marked by disability are not commodified, or even clearly visible, in the Western capitalist scopic economy in the same way as Schneider’s women performers. Nevertheless, disabled performers still use related strategies to reclaim a space for what Schneider calls a postmodern politics of transgression (4), exposing “the sedimented layers of signification themselves” (21), rather than establishing “an originary, true or redemptive body” (21) beneath. The contestational logic of these modes of practice notwithstanding, Stephens (486) notes that performers still typically cite a certain ambivalence about their potential. There are, after all, specific risks for people with disabilities working in this paradigm that are not fully drawn out in the broader debate about critical reappropriation of racist and sexist imagery in performance art. Mobilisations of the freak persona are complicated by the performer’s own corporeal ‘suitability’ to that persona, by the familiar theatrical mechanisms of recognition and reception (which can remain undertheorised in meta-level considerations of the political currency of the freakshow in disability and cultural—rather than performance—studies), and by a dominant cultural discourse that insists on configuring disability as an individual problem detached from the broader sphere of identity politics (Sandahl 598-99). In other words, the territory that still needs to be addressed in this emergent field of practice is the ethics of reception, and the risk of spectatorial (mis)recognitions that reduce the political potency of the freak spectacle. The main risk, of course, is that mobilisations of the freak persona may still be read by spectators as part of the phenomenon they are trying to challenge, the critical counterpositions failing to register, or failing to disrupt fully the familiar scopic and discursive framework. More problematically, the counterpositions themselves may be reduced by spectators to a rhetorical device that distances them from the corporeal reality of the encounter with the other, enabling them to interpret or explain the experience of disability as a personal experience by which an individual comes to accommodate their problems. Whilst the human desire to construct narrative and psychological contexts for traumatic experience cannot be denied, Carrie Sandahl (583) notes that there is a risk that the encounter with the disabled body will be interpreted as part of the broader phenomenon Synder and Mitchell describe in Narrative Prosthesis, in which disability is little more than a metaphor for the problems people have to get past in life. In this interpretative paradigm, disability enters a discursive and theoretical terrain that fails to engage fully the lived experience of the other. Perhaps most problematically, mobilisations of the freak persona may be read as one more manifestation of the distinctively postmodern desire to break free from the constraints of culturally condoned identity categories. This desire finds expression in the increasingly prevalent cultural phenomenon of voluntary enfreakment, in which people voluntarily differentiate, or queer their own experience of self. As Fraser says when he finds out that a company of able-bodied freaks is competing with him for audiences at the Edinburgh Fringe Festival, “[t]he irony is, these days, everyone is trying to get in on our act” (Born Freak). In a brave new world where everybody wants to be a freak, activist artists “must be watchful”, Gómez-Peña warns, “for we can easily get lost in the funhouse of virtual mirrors, epistemological inversions, and distorted perceptions” (288). The reclamation of disability as a positive metaphor for a more dispersed set of human differences in the spectacle of daily life (287-98), and in theoretical figurations of feminist philosophy that favour the grotesque, the monstrous and the mechanical (Haraway Simians, Cyborgs and Women; Braidotti Nomadic Subjects), raises questions for Garland-Thomson (“Integrating Disability, Transforming Feminist Theory” 9) and Sandahl (581-83). If “disability serves as a master trope for difference,” Sandahl says, then anybody can adopt it “…to serve as a metaphor expressing their own outsider status, alienation and alterity, not necessarily the social, economic and political concerns of actual disabled people” (583). The work of disabled performers can disappear into a wider sphere of self-differentiated identities, which threatens to withdraw ‘disability’ as a politically useful category around which a distinctive group of people can generate an activist politics. To negotiate these risks, disabled performers need to work somewhere between a specific, minoritarian politics and a universal, majoritarian politics, as Sedgwick describes in Epistemology of the Closet (91; cf. Garland-Thompson “Integrating Disability, Transforming Feminist Theory” 5; cf. Stephens 493). Performers need to make their experience of otherness explicit, so that their corporeal specificity is not abstracted into a symbolic system that serves the dominant cultural logic. Performers need to contextualise this experience in social terms, so that it is not isolated from the sphere of identity politics. But performers cannot always afford to allow the freak persona to become one more manifestation of the myriad idiosyncratic identities that circulate in the postmodern popular imaginary. It is by negotiating these risks that performers encourage spectators to experience—if only fleetingly, and provisionally—a relationship to the other that is characterised not by generalisation, domestication and containment (Levinas “Substitution” 80, 88), but by respect for the other’s radical alterity, by vulnerability, and, in Derrida’s reformation of Levinasian ethics, by a singular, reciprocal and undecidable responsibility towards the other (Derrida 60-70). This is what Levinas would call an ethical relationship, in which the other exists, but as an excess, a class of being that can be recognised but never seized by comprehension (“Is Ontology Fundamental?” 7, “Transcendence and Height” 17), or sublimated as a category of, or complement to, the same (13, “Meaning and Sense” 51). Mat Fraser’s mobilisation of Sealo the Sealboy is one of the most engaging examples of the way disabled performers negotiate the complexities of this terrain. On his website, Fraser says he has always been aware of the power of confrontational presentations of his own body, and has found live forms that blur the boundaries between freakshow, sideshow and conventional theatre the best forums for “the more brutal and confrontational aspect of my investigation into disability’s difficult interface with mainstream cultural concerns” (MatFraser.co.uk). Fraser’s appropriation of Sealo was born of a fascination with the historical figure of Stanley Berent. “Stanley Berent was an American freakshow entertainer from the 1940s who looked like me,” Fraser says. “He had phocomelia. That’s the medical term for my condition. It literally means seal-like limbs. Berent’s stage name was Sealo the Sealboy” (Born Freak). Fraser first restaged Sealo after a challenge from Dick Zigun, founder of the modern Sideshows by the Seashore. He restaged Berant’s act, focused on Berant’s ability to do basic things like shaving and sawing wood with his deformed hands, for the sideshow’s audiences. While Fraser had fun playing the character on stage, he says he felt a particular discomfort playing the character on the bally platform used to pull punters into the sideshow from the street outside. “There is no powerful dynamic there,” Fraser laments. “It’s just ‘come look at the freak’” (Born Freak). Accordingly, after a season at Sideshows by the Seashore, Fraser readapted the experience as a stage play, Sealboy: Freak, in which Sealo is counterposed with the character Tam, “a modern disabled actor struggling to be seen as more than a freak” (Born Freak). This shift in the theatrical mechanisms by which he stages the freak gives Fraser the power to draw contemporary, politically correct spectators at the Edinburgh Fringe Festival into the position of sideshow gawkers, confronting them with their own fascination with his body. A potent example is a post-audition scene, in which Tam says I read this book once that said that the mainstream will only see a disabled performer in the same way they view a performing seal. Very clever, but just mimicry. No. No it can’t be like that anymore. We’ve all moved on. People are no longer more fascinated by how I do things, rather than what I say. I am an actor, not a f*cking freak. (Born Freak) But, as Tam says this, he rolls a joint, and spectators are indeed wrapped up in how he does it, hardly attending to what he says. What is interesting about Fraser’s engagement with Sealo in Sealboy: Freak is the way he works with a complicated—even contradictory—range of presentational strategies. Fraser’s performance becomes explicit, expositional and estranging by turns. At times, he collapses his own identity into that of the freak, the figure so stark, so recognisable, so much more harshly drawn than its real-life referent, that it becomes a simulacrum (cf. Baudrillard 253-282), exceeding and escaping the complications of the human corporeality beneath it. Fraser allows spectators to inhabit the horror, and the humour, his disabled identity has historically provoked, reengaging the reactions they hide in everyday life. And, perhaps, if they are an educated audience at the Fringe, applauding themselves for their own ability to comprehend the freak, and the crudity of sideshow display. However, self-congratulatory comprehension of the freak persona is interrupted by the discomforting encounter with Tam, suspending—if only provisionally—spectators’ ability to reconcile this reaction with their credentials as a politically correct audience. What a closer look at mobilisations of the freak in performances such as Fraser’s demonstrates is that manipulating the theatrical mechanisms of the stage, and their potential to rapidly restructure engagement with the extraordinary body, enables performers to negotiate the risk of (mis)recognition embedded in the face-to-face encounter between self and spectator. So configured, the stage can become a site for contesting the cultural logic by which the disabled body has historically been defined. It can challenge spectators to experience—if fleetingly—the uncertainties of the face-to-face encounter with the extraordinary body, acknowledging this body’s specificity, without immediately being able to abstract, domesticate or abdicate responsibility for it—or abdicate responsibility for their own reaction to it. Whilst spectators’ willingness to reflect further on their complicity in the construction of the other remains an open and individual question, these theatrical manipulations can at least increase the chance that the cathartic effect of the encounter with the so-called freak will be disrupted or deferred. References Adams, Rachel. Sideshow USA: Freaks and the American Cultural Imagination. Chicago, IL: University of Chigaco Press, 2001. Baudrillard, Jean. “The Precision of Simulacra”. Art After Modernism: Rethinking Representation. Ed. Brian Wallis. Boston, MA: David R. Godine, 1984, 253-282. Born Freak. Dir. Paul Sapin. Written Paul Sapin and Mat Fraser. Planet Wild for Channel 4 UK, 2001. Braidotti, Rosi. Nomadic Subjects: Embodiment and Sexual Difference in Contemporary Feminist Thought. New York, NY: Columbia University Press, 1994. Bogdan, Robert. Freakshow: Presenting Human Oddities for Amusem*nt and Profit. Chicago, IL: University of Chicago Press, 1988. Deleuze, Gilles, and Felix Guattari. A Thousand Plateaus: Capitalism and Schizophrenia. Trans. Brian Massumi. Minneapolis, MN and London: University of Minnesota Press, 1987. Derrida, Jacques. Gift of Death. Trans. David Wills. Chicago IL: University of Chicago Press, 1995. Fraser, Mat. “Live Art”. MatFraser.co.uk. n.date. 30 April 2008 ‹http://www.matfraser.co.uk/live_art.php›. Foucault, Michel. The Birth of the Clinic: An Archeology of Medical Perception. Trans. AM Sheridan Smith. London: Routledge, 1976. Garland-Thomson, Rosmarie. “Integrating Disability, Transforming Feminist Theory”. NSWA Journal 14.3 (2002): 1-33. ———. Extraordinary Bodies: Figuring Physical Disability in American Culture and Literature. New York, NY: Columbia University Press, 1997. ———. “Introduction: From Wonder to Error—A Genealogy of Freak Discourse”. Freakery: Cultural Spectacles of the Extraordinary Body. Ed. Rosmarie Garland-Thomspon. New York, NY and London: New York University Press, 1996. Gómez-Peña, Guillermo. “Culture-in-extremis: Performing Against the Cultural Backdrop of the Mainstream Bizarre”. The Performance Studies Reader. Ed. Henry Bial. London and New York: Routledge, 2004, 287-298. Haraway, Donna. Simians, Cyborgs and Women. New York, NY: Routledge, 1991. Kuppers, Petra. Disability and Contemporary Performance: Bodies on Edge. New York, NY: Routledge, 2004. Levinas, Emmanuel. “Is Ontology Fundamental?”. Emmanuel Levinas: Basic Philosophical Writings. Ed. Adriaan Peperzak, Simon Critchley and Robert Bernasconi. Bloomington and Indianapolis, IN: Indiana University Press, pp. 1-10. ———. “Transcendence and Height”. Emmanuel Levinas: Basic Philosophical Writings. Ed. Adriaan Peperzak, Simon Critchley and Robert Bernasconi. Bloomington and Indianapolis, IN: Indiana University Press, pp. 11-31. ———. “Meaning and Sense”. Emmanuel Levinas: Basic Philosophical Writings. Ed. Adriaan Peperzak, Simon Critchley and Robert Bernasconi. Bloomington and Indianapolis, IN: Indiana University Press, pp. 33-64. ———. “Substitution”. Emmanuel Levinas: Basic Philosophical Writings. Ed. Adriaan Peperzak, Simon Critchley and Robert Bernasconi. Bloomington and Indianapolis, IN: Indiana University Press, pp. 79-95. Mazer, Sharon. “‘She’s so fat…’ Facing the Fat Lady at Coney Island’s Sideshows by the Seashore”. Bodies Out of Bounds: Fatness and Transgression. Ed. Jana Evens Braziel and Kathryn LeBesco. Berkeley, CA: University of California Press, 2001, 257-276. Sandahl, Carrie. “Black Man, Blind Man: Disability Identity Politics and Performance”. Theatre Journal 56 (2004): 597-602. Schneider, Rebecca. The Explicit Body in Performance. New York, NY and London: Routledge, 1997. Sedgwick, Eve Kosofsky. Epistemology of the Closet. Berkeley, CA: University of California Press, 1990. Snyder, Sharon L. and David T Mitchell. “Re-engaging the Body: Disability Studies and the Resistance to Embodiment”. Public Culture, 13.3 (2001): 367-389. ———. Narrative Prosthesis: Disability and the Dependencies of Discourse. Ann Arbor, MI: University of Michigan Press, 2000. Stephens, Elizabeth. “Cultural Fixations of the Freak Body: Coney Island and the Postmodern Sideshow”. Continuum: Journal of Media and Cultural Studies 20.4 (2006): 485-498. Acknowledgements An earlier version of this paper was presented at “Extreme States: Issues of Scale—Political, Performative, Emotional”, the Australasian Association for Drama Theatre and Performance Studies Annual Conference 2007.

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Al Gore brought climate change into … our living rooms. … The 2008 oil price hikes [and the global financial crisis] awakened the world to potential economic hardship in a rapidly urbanising world where the petrol-driven automobile is still king. (Mouritz 47) Six hundred million cars (Urry, “Climate Change” 265) traverse the world’s roads, or sit idly in garages and clogging city streets. The West’s economic progress has been built in part around the success of the automotive industry, where the private car rules the spaces and rhythms of daily life. The problem of “automobile dependence” (Newman and Kenworthy) is often cited as one of the biggest challenges facing countries attempting to combat anthropogenic climate change. Sociologist John Urry has claimed that automobility is an “entire culture” that has re-defined movement in the contemporary world (Urry Mobilities 133). As such, it is the single most significant environmental challenge “because of the intensity of resource use, the production of pollutants and the dominant culture which sustains the major discourses of what constitutes the good life” (Urry Sociology 57-8). Climate change has forced a re-thinking of not only how we produce and dispose of cars, but also how we use them. What might a society not dominated by the private, petrol-driven car look like? Some of the pre-eminent writers on climate change futures, such as Gwynne Dyer, James Lovelock and John Urry, discuss one possibility that might emerge when oil becomes scarce: societies will descend into civil chaos, “a Hobbesian war of all against all” where “regional warlordism” and the most brutish, barbaric aspects of human nature come to the fore (Urry, “Climate Change” 261). Discussing a post-car society, John Urry also proffers another scenario in his “sociologies of the future:” an Orwellian “digital panopticon” in which other modes of transport, far more suited to a networked society, might emerge on a large scale and, in the long run, “might tip the system” into post-car one before it is too late (Urry, “Climate Change” 261). Amongst the many options he discusses is car sharing. Since its introduction in Germany more than 30 years ago, most of the critical literature has been devoted to the planning, environmental and business innovation aspects of car sharing; however very little has been written on its cultural dimensions. This paper analyses this small but developing trend in many Western countries, but more specifically its emergence in Sydney. The convergence of climate change discourse with that of the global financial crisis has resulted in a focus in the mainstream media, over the last few months, on technologies and practices that might save us money and also help the environment. For instance, a Channel 10 News story in May 2009 focused on the boom in car sharing in Sydney (see: http://www.youtube.com/watch? v=EPTT8vYVXro). Car sharing is an adaptive technology that doesn’t do away with the car altogether, but rather transforms the ways in which cars are used, thought about and promoted. I argue that car sharing provides a challenge to the dominant consumerist model of the privately owned car that has sustained capitalist structures for at least the last 50 years. In addition, through looking at some marketing and promotion tactics of car sharing in Australia, I examine some emerging car sharing subjectivities that both extend and subvert the long-established discourses of the automobile’s flexibility and autonomy to tempt monogamous car buyers into becoming philandering car sharers. Much literature has emerged over the last decade devoted to the ubiquitous phenomenon of automobility. “The car is the literal ‘iron cage’ of modernity, motorised, moving and domestic,” claims Urry (“Connections” 28). Over the course of twentieth century, automobility became “the dominant form of daily movement over much of the planet (dominating even those who do not move by cars)” (Paterson 132). Underpinning Urry’s prolific production of literature is his concept of automobility. This he defines as a complex system of “intersecting assemblages” that is not only about driving cars but the nexus between “production, consumption, machinic complexes, mobility, culture and environmental resource use” (Urry, “Connections” 28). In addition, Matthew Paterson, in his Automobile Politics, asserts that “automobility” should be viewed as everything that makes driving around in a car possible: highways, parking structures and traffic rules (87). While the private car seems an inevitable outcome of a capitalistic, individualistic modern society, much work has gone into the process of naturalising a dominant notion of automobility on drivers’ horizons. Through art, literature, popular music and brand advertising, the car has long been associated with seductive forms of identity, and societies have been built around a hegemonic culture of car ownership and driving as the pre-eminent, modern mode of self-expression. And more than 50 years of a popular Hollywood film genre—road movies—has been devoted to glorifying the car as total freedom, or in its more nihilistic version, “freedom on the road to nowhere” (Corrigan). As Paterson claims, “autonomous mobility of car driving is socially produced … by a range of interventions that have made it possible” (18). One of the main reasons automobility has been so successful, he claims, is through its ability to reproduce capitalist society. It provided a commodity around which a whole set of symbols, images and discourses could be constructed which served to effectively legitimise capitalist society. (30) Once the process is locked-in, it then becomes difficult to reverse as billions of agents have adapted to it and built their lives around “automobility’s strange mixture of co-ercion and flexibility” (Urry, “Climate Change” 266). The Decline of the Car Globally, the greatest recent rupture in the automobile’s meta-narrative of success came about in October 2008 when three CEOs from the major US car firms (General Motors, Ford and Chrysler) begged the United States Senate for emergency loan funds to avoid going bankrupt. To put the economic significance of this into context, Emma Rothschild notes “when the listing of the ‘Fortune 500’ began in 1955, General Motors was the largest American corporation, and it was one of the three largest, measured in revenues, every year until 2007” (Rothschilds, “Can we transform”). Curiously, instead of focusing on the death of the car (industry), as we know it, that this scenario might inevitably herald, much of the media attention focused on the hypocrisy and environmental hubris of the fact that all the CEOs had flown in private luxury jets to Washington. “Couldn’t they have at least jet-pooled?” complained one Democrat Senator (Wutkowski). In their next visit to Washington, most of them drove up in experimental vehicles still in pre-production, including plug-in hybrids. Up until that point no other manufacturing industry had been bailed out in the current financial crisis. Of course it’s not the first time the automobile industries have been given government assistance. The Australian automotive industry has received on-going government subsidies since the 1980s. Most recently, PM Kevin Rudd granted a 6.2 billion dollar ‘green car’ package to Australian automotive manufacturers. His justification to the growing chorus of doubts about the economic legitimacy of such a move was: “Some might say it's not worth trying to have a car industry, that is not my view, it is not the view of the Australian government and it never will be the view of any government which I lead” (The Australian). Amongst the many reasons for the government support of these industries must include the extraordinary interweaving of discourses of nationhood and progress with the success of the car industry. As the last few months reveal, evidently the mantra still prevails of “what’s good for the country is good for GM and vice versa”, as the former CEO of General Motors, Charles “Engine” Wilson, argued back in 1952 (Hirsch). In post-industrial societies like Australia it’s not only the economic aspects of the automotive industries that are criticised. Cars seem to be slowly losing their grip on identity-formation that they managed to maintain throughout “the century of the car” (Gilroy). They are no longer unproblematically associated with progress, freedom, youthfulness and absolute autonomy. The decline and eventual death of the automobile as we know it will be long, arduous and drawn-out. But there are some signs of a post-automobile society emerging, perhaps where cars will still be used but they will not dominate our society, urban space and culture in quite the same way that they have over the last 50 years. Urry discusses six transformations that might ‘tip’ the hegemonic system of automobility into a post-car one. He mentions new fuel systems, new materials for car construction, the de-privatisation of cars, development of communications technologies and integration of networked public transport through smart card technology and systems (Urry, Mobilities 281-284). As Paterson and others have argued, computers and mobile phones have somehow become “more genuine symbols of mobility and in turn progress” than the car (157). As a result, much automobile advertising now intertwines communications technologies with brand to valorise mobility. Car sharing goes some way in not only de-privatising cars but also using smart card technology and networked systems enabling an association with mobility futures. In Automobile Politics Paterson asks, “Is the car fundamentally unsustainable? Can it be greened? Has the car been so naturalised on our mobile horizons that we can’t imagine a society without it?” (27). From a sustainability perspective, one of the biggest problems with cars is still the amount of space devoted to them; highways, garages, car parks. About one-quarter of the land in London and nearly one-half of that in Los Angeles is devoted to car-only environments (Urry, “Connections” 29). In Sydney, it is more like a quarter. We have to reduce the numbers of cars on our roads to make our societies livable (Newman and Kenworthy). Car sharing provokes a re-thinking of urban space. If one quarter of Sydney’s population car shared and we converted this space into green use or local market gardens, then we’d have a radically transformed city. Car sharing, not to be confused with ‘ride sharing’ or ‘car pooling,’ involves a number of people using cars that are parked centrally in dedicated car bays around the inner city. After becoming a member (much like a 6 or 12 monthly gym membership), the cars can be booked (and extended) by the hour via the web or phone. They can then be accessed via a smart card. In Sydney there are 3 car sharing organisations operating: Flexicar (http://www.flexicar.com.au/), CharterDrive (http://www.charterdrive.com.au/) and GoGet (http://www.goget.com.au/).[1] The largest of these, GoGet, has been operating for 6 years and has over 5000 members and 200 cars located predominantly in the inner city suburbs. Anecdotally, GoGet claims its membership is primarily drawn from professionals living in the inner-urban ring. Their motivation for joining is, firstly, the convenience that car sharing provides in a congested, public transport-challenged city like Sydney; secondly, the financial savings derived; and thirdly, members consider the environmental and social benefits axiomatic. [2] The promotion tactics of car sharing seems to reflect this by barely mentioning the environment but focusing on those aspects which link car sharing to futuristic and flexible subjectivities which I outline in the next section. Unlike traditional car rental, the vehicles in car sharing are scattered through local streets in a network allowing local residents and businesses access to the vehicles mostly on foot. One car share vehicle is used by 22-24 members and gets about seven cars off the street (Mehlman 22). With lots of different makes and models of vehicles in each of their fleets, Flexicar’s website claims, “around the corner, around the clock” “Flexicar offers you the freedom of driving your own car without the costs and hassles of owning one,” while GoGet asserts, “like owning a car only better.” Due to the initial lack of interest from government, all the car sharing organisations in Australia are privately owned. This is very different to the situation in Europe where governments grant considerable financial assistance and have often integrated car sharing into pre-existing public transport networks. Urry discusses the spread of car sharing across the Western world: Six hundred plus cities across Europe have developed car-sharing schemes involving 50,000 people (Cervero, 2001). Prototype examples are found such as Liselec in La Rochelle, and in northern California, Berlin and Japan (Motavalli, 2000: 233). In Deptford there is an on-site car pooling service organized by Avis attached to a new housing development, while in Jersey electric hire cars have been introduced by Toyota. (Urry, “Connections” 34) ‘Collaborative Consumption’ and Flexible, Philandering Subjectivities Car sharing shifts the dominant conception of a car from being a ‘commodity’, which people purchase and subsequently identify with, to a ‘service’ or network of vehicles that are collectively used. It does this through breaking down the one car = one person (or one family) ratio with one car instead servicing 20 or more people. One of Paterson’s biggest criticisms concerns car driving as “a form of social exclusion” (44). Car sharing goes some way in subverting the model of hyper-individualism that supports both hegemonic automobility and capitalist structures, whereby the private motorcar produces a “separation of individuals from one another driving in their own private universes with no account for anyone else” (Paterson 90). As a car sharer, the driver has to acknowledge that this is not their private domain, and the car no longer becomes an extension of their living room or bedroom, as is noted in much literature around car cultures (Morris, Sheller, Simpson). There are a community of people using the car, so the driver needs to be attentive to things like keeping the car clean and bringing it back on time so another person can use it. So while car sharing may change the affective relationship and self-identification with the vehicle itself, it doesn’t necessarily change the phenomenological dimensions of car driving, such as the nostalgic pleasure of driving on the open road, or perhaps more realistically in Sydney, the frustration of being caught in a traffic jam. However, the fact the driver doesn’t own the vehicle does alter their relationship to the space and the commodity in a literal as well as a figurative way. Like car ownership, evidently car sharing also produces its own set of limitations on freedom and convenience. That mobility and car ownership equals freedom—the ‘freedom to drive’—is one imaginary which car firms were able to successfully manipulate and perpetuate throughout the twentieth century. However, car sharing also attaches itself to the same discourses of freedom and pervasive individualism and then thwarts them. For instance, GoGet in Sydney have run numerous marketing campaigns that attempt to contest several ‘self-evident truths’ about automobility. One is flexibility. Flexibility (and associated convenience) was one thing that ownership of a car in the late twentieth century was firmly able to affiliate itself with. However, car ownership is now more often associated with being expensive, a hassle and a long-term commitment, through things like buying, licensing, service and maintenance, cleaning, fuelling, parking permits, etc. Cars have also long been linked with sexuality. When in the 1970s financial challenges to the car were coming as a result of the oil shocks, Chair of General Motors, James Roche stated that, “America’s romance with the car is not over. Instead it has blossomed into a marriage” (Rothschilds, Paradise Lost). In one marketing campaign GoGet asked, ‘Why buy a car when all you need is a one night stand?’, implying that owning a car is much like a monogamous relationship that engenders particular commitments and responsibilities, whereas car sharing can just be a ‘flirtation’ or a ‘one night stand’ and you don’t have to come back if you find it a hassle. Car sharing produces a philandering subjectivity that gives individuals the freedom to have lots of different types of cars, and therefore relationships with each of them: I can be a Mini Cooper driver one day and a Falcon driver the next. This disrupts the whole kind of identification with one type of car that ownership encourages. It also breaks down a stalwart of capitalism—brand loyalty to a particular make of car with models changing throughout a person’s lifetime. Car sharing engenders far more fluid types of subjectivities as opposed to those rigid identities associated with ownership of one car. Car sharing can also be regarded as part of an emerging phenomenon of what Rachel Botsman and Roo Rogers have called “collaborative consumption”—when a community gets together “through organized sharing, swapping, bartering, trading, gifting and renting to get the same pleasures of ownership with reduced personal cost and burden, and lower environmental impact” (www.collaborativeconsumption.com). As Urry has stated, these developments indicate a gradual transformation in current economic structures from ownership to access, as shown more generally by many services offered and accessed via the web (Urry Mobilities 283). Rogers and Botsman maintain that this has come about through the “convergence of online social networks increasing cost consciousness and environmental necessity." In the future we could predict an increasing shift to payment to ‘access’ for mobility services, rather than the outright private ownerships of vehicles (Urry, “Connections”). Networked-Subjectivities or a ‘Digital Panopticon’? Cars, no longer able on their own to signify progress in either technical or social terms, attain their symbolic value through their connection to other, now more prevalently ‘progressive’ technologies. (Paterson 155) The term ‘digital panopticon’ has often been used to describe a dystopian world of virtual surveillance through such things as web-enabled social networking sites where much information is public, or alternatively, for example, the traffic surveillance system in London whereby the public can be constantly scrutinised through the centrally monitored cameras that track people’s/vehicle’s movements on city streets. In his “sociologies of the future,” Urry maintains that one thing which might save us from descending into post-car civil chaos is a system governed by a “digital panopticon” mobility system. This would be governed by a nexus system “that orders, regulates, tracks and relatively soon would ‘drive’ each vehicle and monitor each driver/passenger” (Urry, “Connections” 33). The transformation of mobile technologies over the last decade has made car sharing, as a viable business model, possible. Through car sharing’s exploitation of an online booking system, and cars that can be tracked, monitored and traced, the seeds of a mobile “networked-subjectivity” are emerging. But it’s not just the technology people are embracing; a cultural shift is occurring in the way that people understand mobility, their own subjectivity, and more importantly, the role of cars. NETT Magazine did a feature on car sharing, and advertised it on their front cover as “GoGet’s web and mobile challenge to car owners” (May 2009). Car sharing seems to be able to tap into more contemporary understandings of what mobility and flexibility might mean in the twenty-first century. In their marketing and promotion tactics, car sharing organisations often discursively exploit science fiction terminology and generate a subjectivity much more dependent on networks and accessibility (158). In the suburbs people park their cars in garages. In car sharing, the vehicles are parked not in car bays or car parks, but in publically accessible ‘pods’, which promotes a futuristic, sci-fi experience. Even the phenomenological dimensions of swiping a smart card over the front of the windscreen to open the car engender a transformation in access to the car, instead of through a key. This is service-technology of the future while those stuck in car ownership are from the old economy and the “century of the car” (Gilroy). The connections between car sharing and the mobile phone and other communications technologies are part of the notion of a networked, accessible vehicle. However, the more problematic side to this is the car under surveillance. Nic Lowe, of his car sharing organisation GoGet says, “Because you’re tagged on and we know it’s you, you are able to drive the car… every event you do is logged, so we know what time you turned the key, what time you turned it off and we know how far you drove … if a car is lost we can sound the horn to disable it remotely to prevent theft. We can track how fast you were going and even how fast you accelerated … track the kilometres for billing purposes and even find out when people are using the car when they shouldn’t be” (Mehlman 27). The possibility with the GPS technology installed in the car is being able to monitor speeds at which people drive, thereby fining then every minute spent going over the speed limit. While this conjures up the notion of the car under surveillance, it is also a much less bleaker scenario than “a Hobbesian war of all against all”. Conclusion: “Hundreds of Cars, No Garage” The prospect of climate change is provoking innovation at a whole range of levels, as well as providing a re-thinking of how we use taken-for-granted technologies. Sometime this century the one tonne, privately owned, petrol-driven car will become an artefact, much like Sydney trams did last century. At this point in time, car sharing can be regarded as an emerging transitional technology to a post-car society that provides a challenge to hegemonic automobile culture. It is evidently not a radical departure from the car’s vast machinic complex and still remains a part of what Urry calls the “system of automobility”. From a pro-car perspective, its networked surveillance places constraints on the free agency of the car, while for those of the deep green variety it is, no doubt, a compromise. Nevertheless, it provides a starting point for re-thinking the foundations of the privately-owned car. While Urry makes an important point in relation to a society moving from ownership to access, he doesn’t take into account the cultural shifts occurring that are enabling car sharing to be attractive to prospective members: the notion of networked subjectivities, the discursive constructs used to establish car sharing as a thing of the future with pods and smart cards instead of garages and keys. If car sharing became mainstream it could have radical environmental impacts on things like urban space and pollution, as well as the dominant culture of “automobile dependence” (Newman and Kenworthy), as Australia attempts to move to a low carbon economy. Notes [1] My partner Bruce Jeffreys, together with Nic Lowe, founded Newtown Car Share in 2002, which is now called GoGet. [2] Several layers down in the ‘About Us’ link on GoGet’s website is the following information about the environmental benefits of car sharing: “GoGet's aim is to provide a reliable, convenient and affordable transport service that: allows people to live car-free, decreases car usage, improves local air quality, removes private cars from local streets, increases patronage for public transport, allows people to lead more active lives” (http://www.goget.com.au/about-us.html). References The Australian. “Kevin Rudd Throws $6.2bn Lifeline to Car Industry.” 10 Nov. 2008. < http://www.theaustralian.news.com.au/business/story/ 0,28124,24628026-5018011,00.html >.Corrigan, Tim. “Genre, Gender, and Hysteria: The Road Movie in Outer Space.” A Cinema Without Walls: Movies, Culture after Vietnam. New Jersey: Rutgers University Press, 1991. Dwyer, Gwynne. Climate Wars. North Carlton: Scribe, 2008. Featherstone, Mike. “Automobilities: An Introduction.” Theory, Culture and Society 21.4-5 (2004): 1-24. Gilroy, Paul. “Driving while Black.” Car Cultures. Ed. Daniel Miller. Oxford: Berg, 2000. Hirsch, Michael. “Barack the Saviour.” Newsweek 13 Nov. 2008. < http://www.newsweek.com/id/168867 >. Lovelock, James. The Revenge of Gaia: Earth’s Climate Crisis and the Fate of Humanity. Penguin, 2007. Lovelock, James. The Vanishing Face of Gaia. Penguin, 2009. Mehlman, Josh. “Community Driven Success.” NETT Magazine (May 2009): 22-28. Morris, Meaghan. “Fate and the Family Sedan.” East West Film Journal 4.1 (1989): 113-134. Mouritz, Mike. “City Views.” Fast Thinking Winter 2009: 47-50. Newman, P. and J. Kenworthy. Sustainability and Cities: Overcoming Automobile Dependence. Washington DC: Island Press, 1999. Paterson, Matthew. Automobile Politics: Ecology and Cultural Political Economy. Cambridge: Cambridge University Press, 2007. Rothschilds, Emma. Paradise Lost: The Decline of the Auto-Industrial Age. New York: Radom House, 1973. Rothschilds, Emma. “Can We Transform the Auto-Industrial Society?” New York Review of Books 56.3 (2009). < http://www.nybooks.com/articles/22333 >. Sheller, Mimi. “Automotive Emotions: Feeling the Car.” Theory, Culture and Society 21 (2004): 221–42. Simpson, Catherine. “Volatile Vehicles: When Women Take the Wheel.” Womenvision. Ed. Lisa French. Melbourne: Damned Publishing, 2003. 197-210. Urry, John. Sociology Beyond Societies: Mobilities for the 21st Century. London: Routledge, 2000. Urry, John. “Connections.” Environment and Planning D: Society and Space 22 (2004): 27-37. Urry, John. Mobilities. Cambridge, and Maiden, MA: Polity Press, 2008. Urry, John. “Climate Change, Travel and Complex Futures.” British Journal of Sociology 59. 2 (2008): 261-279. Watts, Laura, and John Urry. “Moving Methods, Travelling Times.” Environment and Planning D: Society and Space 26 (2008): 860-874. Wutkowski, Karey. “Auto Execs' Private Flights to Washington Draw Ire.” Reuters News Agency 19 Nov. 2008. < http://www.reuters.com/article/newsOne/idUSTRE4AI8C520081119 >.

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Abstract:

"If people don't trust their information, it's not much better than a Marxist-Leninist society." -- Orville Schell Dean, Graduate School of Journalism, UC Berkeley "Most people aren't very discerning. Maybe they need good financial information, but I don't think people know what good information is when you get into culture, society, and politics." -- Steven Brill,Chairman and Editor-in-chief, Brill's Content Once upon a time, not very long ago, advertisem*nts were easy to recognise. They had simple personalities with goals not much more complicated than selling you a bar of soap or a box of cereal. And they possessed the reassuring familiarity of old friends or relatives you've known all your life. They were Pilgrims who smiled at you from Quaker Oats boxes or little tablets named "Speedy" who joyfully danced into a glass of water with the sole purpose of giving up their short life to help lessen your indigestion from overindulgence. Yes, sometimes they could be a little obnoxious but, hey, it was a predictable annoyance. And once, not very long ago, advertisem*nts also knew their place in the landscape of popular culture, their boundaries were the ad space of magazines or the commercial time of television programs. When the ads got too annoying, you could toss the magazine aside or change the TV channel. The ease and quickness of their dispatch had the abruptness of slamming your front door in the face of an old door-to-door salesman. This all began to change around the 1950s when advertisem*nts acquired a more complex and subtle personality and began straying outside of their familiar media neighborhoods. The social observer Vance Packard wrote a best-selling book in the late 50s called The Hidden Persuaders which identified this change in advertising's personality as coming from hanging around Professor Freud's psychoanalysis and learning his hidden, subliminal methods of trickery. Ice cubes in a glass for a liquor ad were no longer seen as simple props to help sell a brand of whiskey but were now subliminal suggestions of female anatomy. The curved fronts of automobiles were more than aesthetic streamlined design features but rather suggestive of a particular feature of the male anatomy. Forgotten by the new subliminal types of ads was the simple salesmanship preached by founders of the ad industry like David Ogilvy and John Caples. The word "sales" became a dirty word and was replaced with modern psychological buzzwords like subliminal persuasion. The Evolution of Subliminal Techniques The book Hidden Persuaders made quite a stir at the time, bringing about congressional hearings and even the introduction of legislation. Prominent motivation researchers Louis Cheskin and Ernest Dichter utilised the new ad methods and were publicly admonished as traitors to their profession. The life of the new subliminal advertising seemed short indeed. Even Vance Packard predicted its coming demise. "Eventually, say by A.D. 2000," he wrote in the preface to the paperback edition of his book, "all this depth manipulation of the psychological variety will seem amusingly old- fashioned". Yet, 40 years later, any half-awake observer of popular culture knows that things haven't exactly worked out the way Packard predicted. In fact what seems old-fashioned today is the belief that ads are those simpletons they once were before the 50s and that products are sold for features and benefits rather than for images. Even Vance Packard expresses an amazement at the evolution of advertising since the 50s, noting that today ads for watches have nothing to do with watches or that ads for shoes scarcely mention shoes. Packard remarks "it used to be the brand identified the product. In today's advertising the brand is the product". Modern advertising, he notes, has an almost total obsession with images and feelings and an almost total lack of any concrete claims about the product and why anyone should buy it. Packard admits puzzlement. "Commercials seem totally unrelated to selling any product at all". Jeff DeJoseph of the J. Walter Thompson firm underlines Packard's comments. "We are just trying to convey a sensory impression of the brand, and we're out of there". Subliminal advertising techniques have today infiltrated the heart of corporate America. As Ruth Shalit notes in her article "The Return of the Hidden Persuaders" from the 27 September 1999 issue of Salon magazine, "far from being consigned to the maverick fringe, the new psycho- persuaders of corporate America have colonized the marketing departments of mainstream conglomerates. At companies like Kraft, Coca-Cola, Proctor & Gamble and Daimler-Chrysler, the most sought-after consultants hail not from McKinsey & Company, but from brand consultancies with names like Archetype Discoveries, PsychoLogics and Semiotic Solutions". Shalit notes a growing number of CEOs have become convinced they cannot sell their brands until they first explore the "Jungian substrata of four- wheel drive; unlock the discourse codes of female power sweating; or deconstruct the sexual politics of bologna". The result, as Shalit observes, is a "charmingly retro school of brand psychoanalysis, which holds that all advertising is simply a variation on the themes of the Oedipus complex, the death instinct, or toilet training, and that the goal of effective communications should be to compensate the consumer for the fact that he was insufficiently nursed as an infant, has taken corporate America by storm". The Growing Ubiquity of Advertising Yet pervasive as the subliminal techniques of advertising have become, the emerging power of modern advertising ultimately centres around "where" it is rather than "what" it is or "how" it works. The power of modern advertising is within this growing ubiquity or "everywhereness" of advertising rather than the technology and methodology of advertising. The ultimate power of advertising will be arrived at when ads cannot be distinguished from their background environment. When this happens, the environment will become a great continuous ad. In the process, ads have wandered away from their well-known hangouts in magazines and TV shows. Like alien-infected pod-people of early science fiction movies, they have stumbled out of these familiar media playgrounds and suddenly sprouted up everywhere. The ubiquity of advertising is not being driven by corporations searching for new ways to sell products but by media searching for new ways to make money. Traditionally, media made money by selling subscriptions and advertising space. But these two key income sources are quickly drying up in the new world of online media. Journalist Mike France wisely takes notice of this change in an important article "Journalism's Online Credibility Gap" from the 11 October 1999 issue of Business Week. France notes that subscription fees have not worked because "Web surfers are used to getting content for free, and they have been reluctant to shell out any money for it". Advertising sales and their Internet incarnation in banner ads have also been a failure so far, France observes, because companies don't like paying a flat fee for online advertising since it's difficult to track the effectiveness of their marketing dollars. Instead, they only want to pay for actual sales leads, which can be easily monitored on the Web as readers' click from site to site. Faced with the above situation, media companies have gone on the prowl for new ways to make money. This search underpins the emerging ubiquity of advertising: the fact that it is increasingly appearing everywhere. In the process, traditional boundaries between advertising and other societal institutions are being overrun by these media forces on the prowl for new "territory" to exploit. That time when advertisem*nts knew their place in the landscape of popular culture and confined themselves to just magazines or TV commercials is a fading memory. And today, as each of us is bombarded by thousands of ads each day, it is impossible to "slam" the door and keep them out of our house as we could once slam the door in the face of the old door-to-door salesmen. Of course you can find them on the matchbook cover of your favorite bar, on t-shirts sold at some roadside tourist trap or on those logo baseball caps you always pick up at trade shows. But now they have got a little more personal and stare at you over urinals in the men's room. They have even wedged themselves onto the narrow little bars at the check-out counter conveyer belts of supermarkets or onto the handles of gasoline pumps at filling stations. The list goes on and on. (No, this article is not an ad.) Advertising and Entertainment In advertising's march to ubiquity, two major boundaries have been crossed. They are crucial boundaries which greatly enhance advertising's search for the invisibility of ubiquity. Yet they are also largely invisible themselves. These are the boundaries separating advertising from entertainment and those separating advertising from journalism. The incursion of advertising into entertainment is a result of the increasing merger of business and entertainment, a phenomenon pointed out in best-selling business books like Michael Wolf's Entertainment Economy and Joseph Pine's The Experience Economy. Wolf, a consultant for Viacom, Newscorp, and other media heavy-weights, argues business is becoming synonymous with entertainment: "we have come to expect that we will be entertained all the time. Products and brands that deliver on this expectation are succeeding. Products that do not will disappear". And, in The Experience Economy, Pine notes the increasing need for businesses to provide entertaining experiences. "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience". Yet entertainment, whether provided by businesses or the traditional entertainment industry, is increasingly weighted down with the "baggage" of advertising. In a large sense, entertainment is a form of new media that carries ads. Increasingly, this seems to be the overriding purpose of entertainment. Once, not long ago, when ads were simple and confined, entertainment was also simple and its purpose was to entertain rather than to sell. There was money enough in packed movie houses or full theme parks to make a healthy profit. But all this has changed with advertising's ubiquity. Like media corporations searching for new revenue streams, the entertainment industry has responded to flat growth by finding new ways to squeeze money out of entertainment content. Films now feature products in paid for scenes and most forms of entertainment use product tie-ins to other areas such as retail stores or fast-food restaurants. Also popular with the entertainment industry is what might be termed the "versioning" of entertainment products into various sub-species where entertainment content is transformed into other media so it can be sold more than once. A film may not make a profit on just the theatrical release but there is a good chance it doesn't matter because it stands to make a profit in video rentals. Advertising and Journalism The merger of advertising and entertainment goes a long way towards a world of ubiquitous advertising. Yet the merger of advertising and journalism is the real "promised land" in the evolution of ubiquitous advertising. This fundamental shift in the way news media make money provides the final frontier to be conquered by advertising, a final "promised land" for advertising. As Mike France observes in Business Week, this merger "could potentially change the way they cover the news. The more the press gets in the business of hawking products, the harder it will be to criticize those goods -- and the companies making them". Of course, there is that persistent myth, perpetuated by news organisations that they attempt to preserve editorial independence by keeping the institutions they cover and their advertisers at arm's length. But this is proving more and more difficult, particularly for online media. Observers like France have pointed out a number of reasons for this. One is the growth of ads in news media that look more like editorial content than ads. While long-standing ethical rules bar magazines and newspapers from printing advertisem*nts that look like editorial copy, these rules become fuzzy for many online publications. Another reason making it difficult to separate advertising from journalism is the growing merger and consolidation of media corporations. Fewer and fewer corporations control more and more entertainment, news and ultimately advertising. It becomes difficult for a journalist to criticise a product when it has a connection to the large media conglomerate the journalist works for. Traditionally, it has been rare for media corporations to make direct investments in the corporations they cover. However, as Mike France notes, CNBC crossed this line when it acquired a stake in Archipelago in September 1999. CNBC, which runs a business-news Website, acquired a 12.4% stake in Archipelago Holdings, an electronic communications network for trading stock. Long-term plans are likely to include allowing visitors to cnbc.com to link directly to Archipelago. That means CNBC could be in the awkward position of both providing coverage of online trading and profiting from it. France adds that other business news outlets, such as Dow Jones (DJ), Reuters, and Bloomberg, already have indirect ties to their own electronic stock-trading networks. And, in news organisations, a popular method of cutting down on the expense of paying journalists for content is the growing practice of accepting advertiser written content or "sponsored edit" stories. The confusion to readers violates the spirit of a long-standing American Society of Magazine Editors (ASME) rule prohibiting advertisem*nts with "an editorial appearance". But as France notes, this practice is thriving online. This change happens in ever so subtle ways. "A bit of puffery inserted here," notes France, "a negative adjective deleted there -- it doesn't take a lot to turn a review or story about, say, smart phones, into something approaching highbrow ad copy". He offers an example in forbes.com whose Microsoft ads could easily be mistaken for staff-written articles. Media critic James Fallows points out that consumers have been swift to discipline sites that are caught acting unethically and using "sponsored edits". He notes that when it was revealed that amazon.com was taking fees of up to $10,000 for books that it labelled as "destined for greatness", its customers were outraged, and the company quickly agreed to disclose future promotional payments. Unfortunately, though, the lesson episodes like these teach online companies like Amazon centres around more effective ways to be less "revealing" rather than abstention from the practice of "sponsored edits". France reminds us that journalism is built on trust. In the age of the Internet, though, trust is quickly becoming an elusive quality. He writes "as magazines, newspapers, radio stations, and television networks rush to colonize the Internet, the Great Wall between content and commerce is beginning to erode". In the end, he ponders whether there is an irrevocable conflict between e-commerce and ethical journalism. When you can't trust journalists to be ethical, just who can you trust? Transaction Fees & Affiliate Programs - Advertising's Final Promised Land? The engine driving the growing ubiquity of advertising, though, is not the increasing merger of advertising with other industries (like entertainment and journalism) but rather a new business model of online commerce and Internet technology called transaction fees. This emerging and potentially dominant Internet e-commerce technology provides for the ability to track transactions electronically on Websites and to garner transaction fees. Through these fees, many media Websites take a percentage of payment through online product sales. In effect, a media site becomes one pervasive direct mail ad for every product mentioned on its site. This of course puts them in a much closer economic partnership with advertisers than is the case with traditional fixed-rate ads where there is little connection between product sales and the advertising media carrying them. Transaction fees are the new online version of direct marketing, the emerging Internet technology for their application is one of the great economic driving forces of the entire Internet commerce apparatus. The promise of transaction fees is that a number of people, besides product manufacturers and advertisers, might gain a percentage of profit from selling products via hypertext links. Once upon a time, the manufacturer of a product was the one that gained (or lost) from marketing it. Now, however, there is the possibility that journalists, news organisations and entertainment companies might also gain from marketing via transaction fees. The spread of transaction fees outside media into the general population provides an even greater boost to the growing ubiquity of advertising. This is done through the handmaiden of media transaction fees: "affiliate programs" for the general populace. Through the growing magic of Internet technology, it becomes possible for all of us to earn money through affiliate program links to products and transaction fee percentages in the sale of these products. Given this scenario, it is not surprising that advertisers are most likely to increasingly pressure media Websites to support themselves with e-commerce transaction fees. Charles Li, Senior Analyst for New Media at Forrester Research, estimates that by the year 2003, media sites will receive $25 billion in revenue from transaction fees, compared with $17 billion from ads and $5 billion from subscriptions. The possibility is great that all media will become like great direct response advertisem*nts taking a transaction fee percentage for anything sold on their sites. And there is the more dangerous possibility that all of us will become the new "promised land" for a ubiquitous advertising. All of us will have some cut in selling somebody else's product. When this happens and there is a direct economic incentive for all of us to say nice things about products, what is the need and importance of subliminal techniques and methods creating advertising based on images which try to trick us into buying things? A Society Without Critics? It is for these reasons that criticism and straight news are becoming an increasingly endangered species. Everyone has to eat but what happens when one can no longer make meal money by criticising current culture? Cultural critics become a dying breed. There is no money in criticism because it is based around disconnection rather than connection to products. No links to products or Websites are involved here. Critics are becoming lonely icebergs floating in the middle of a cyber-sea of transaction fees, watching everyone else (except themselves) make money on transaction fees. The subliminal focus of the current consultancies is little more than a repackaging of an old theme discovered long ago by Vance Packard. But the growing "everywhereness" and "everyoneness" of modern advertising through transaction fees may mark the beginning of a revolutionary new era. Everyone might become their own "brand", a point well made in Tim Peters's article "A Brand Called You". Media critic James Fallows is somewhat optimistic that there still may remain "niche" markets for truthful information and honest cultural criticism. He suggests that surely people looking for mortgages, voting for a politician, or trying to decide what movie to see will continue to need unbiased information to help them make decisions. But one must ask what happens when a number of people have some "affiliate" relationship with suggesting particular movies, politicians or mortgages? Orville Schell, dean of the Graduate School of Journalism at the University of California at Berkeley, has summarised this growing ubiquity of advertising in a rather simple and elegant manner saying "at a certain point, people won't be able to differentiate between what's trustworthy and what isn't". Over the long run, this loss of credibility could have a corrosive effect on society in general -- especially given the media's importance as a political, cultural, and economic watchdog. Schell warns, "if people don't trust their information, it's not much better than a Marxist-Leninist society". Yet, will we be able to realise this simple fact when we all become types of Marxists and Leninists? Still, there is the great challenge to America to learn how to utilise transaction fees in a democratic manner. In effect, a combination of the technological promise of the new economy with that old promise, and perhaps even myth, of a democratic America. America stands on the verge of a great threshold and challenge in the growing ubiquity of advertising. In a way, as with most great opportunities or threats, this challenge centres on a peculiar paradox. On the one hand, there is the promise of the emerging Internet business model and its centre around the technology of transaction fees. At the same time, there is the threat posed by transaction fees to America's democratic society in the early years of the new millennium. Yes, once upon a time, not very long ago, advertisem*nts were easy to recognise and also knew their place in the landscape of popular culture. Their greatest, yet silent, evolution (especially in the age of the Internet) has really been in their spread into all areas of culture rather than in methods of trickery and deceit. Now, it is more difficult to slam that front door in the face of that old door-to-door salesman. Or toss that magazine and its ad aside, or switch off commercials on television. We have become that door-to-door salesman, that magazine ad, that television commercial. The current cultural landscape takes on some of the characteristics of the theme of that old science fiction movie The Invasion of the Body Snatchers. A current advertising campaign from RJ Reynolds has a humorous take on the current zeitgeist fad of alien abduction with copy reading "if aliens are smart enough to travel through space then why do they keep abducting the dumbest people on earth?" One might add that when Americans allow advertising to travel through all our space, perhaps we all become the dumbest people on earth, abducted by a new alien culture so far away from a simplistic nostalgia of yesterday. (Please press below for your links to a world of fantastic products which can make a new you.) References Brill, Steven. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. France, Mike. "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. <http://www.businessweek.com/1999/99_41/b3650163.htm>. Packard, Vance. The Hidden Persuaders. Out of Print, 1957. Pine, Joseph, and James Gilmore. The Experience Economy. Harvard Business School P, 1999. Shalit, Ruth. "The Return of the Hidden Persuaders." Salon Magazine 27 Sep. 1999. <http://www.salon.com/media/col/shal/1999/09/27/persuaders/index.php>. Schell, Orville. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. Wolf, Michael. Entertainment Economy. Times Books, 1999. Citation reference for this article MLA style: John Fraim. "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/ads.php>. Chicago style: John Fraim, "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]). APA style: John Fraim. (2000) Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]).

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Abstract:

Human history has witnessed varied surveillance and counter-surveillance activities from time immemorial. Human beings could not surveille others effectively and accurately without the technology of their era. Technology is a tool that can empower both people and governments. The outcomes are different based on the users’ intentions and aims. 2,500 years ago, Sun Tzu noted that ‘If you know both yourself and your enemy, you can win numerous (literally, "a hundred") battles without jeopardy’. His words still ring true. To be a good surveiller and counter-surveiller it is essential to know both sides, and in order to be good at these activities access to technology is vital. There is no doubt that knowledge is power, and without technology to access the information, it is impossible to be powerful. As we become more expert at technology, we will learn what makes surveillance and counter-surveillance more effective, and will be more powerful.“Surveillance” is one of the most important aspects of living in the convergent media environment. This essay illustrates government surveillance and counter-surveillance during the Iranian Green Movement (2009) on social and mobile media. The Green Movement refers to a non-violent movement that arose after the disputed presidential election on June 2009. After that Iran was facing its most serious political crisis since the 1979 revolution. Claims of vote fraud triggered massive street protests. Many took to the streets with “Green” signs, chanting slogans such as ‘the government lied’, and ‘where is my vote?’ There is no doubt that social and mobile media has played an important role in Iran’s contemporary politics. According to Internet World Stats (IWS) Internet users in 2009 account for approximately 48.5 per cent of the population of Iran. In 2009, Iran had 30.2 million mobile phone users (Freedom House), and 72 cellular subscriptions for every 100 people (World Bank). Today, while Iran has the 19th-largest population in the world, its blogosphere holds the third spot in terms of number of users, just behind the United States and China (Beth Elson et al.). In this essay the use of social and mobile media (technology) is not debated, but the extent of this use, and who, why and how it is used, is clearly scrutinised.Visibility and Surveillance There have been different kinds of surveillance for a very long time. However, all types of surveillance are based on the notion of “visibility”. Previous studies show that visibility is not a new term (Foucault Discipline). The new things in the new era, are its scale, scope and complicated ways to watch others without being watched, which are not limited to a specific time, space and group, and are completely different from previous instruments for watching (Andrejevic). As Meikle and Young (146) have mentioned ‘networked digital media bring with them a new kind of visibility’, based on different kinds of technology. Internet surveillance has important implications in politics to control, protect, and influence (Marx Ethics; Castells; Fuchs Critique). Surveillance has been improved during its long history, and evolved from very simple spying and watching to complicated methods of “iSpy” (Andrejevic). To understand the importance of visibility and its relationship with surveillance, it is essential to study visibility in conjunction with the notion of “panopticon” and its contradictory functions. Foucault uses Bentham's notion of panopticon that carries within itself visibility and transparency to control others. “Gaze” is a central term in Bentham’s view. ‘Bentham thinks of a visibility organised entirely around a dominating, overseeing gaze’ (Foucault Eye). Moreover, Thomson (Visibility 11) notes that we are living in the age of ‘normalizing the power of the gaze’ and it is clear that the influential gaze is based on powerful means to see others.Lyon (Surveillance 2) explains that ‘surveillance is any collection and processing of personal data, whether identifiable or not, for the purpose of influencing or managing those whose data have been granted…’. He mentions that today the most important means of surveillance reside in computer power which allows collected data to be sorted, matched, retrieved, processed, marketed and circulated.Nowadays, the Internet has become ubiquitous in many parts of the world. So, the changes in people’s interactions have influenced their lives. Fuchs (Introduction 15) argues that ‘information technology enables surveillance at a distance…in real time over networks at high transmission speed’. Therefore, visibility touches different aspects of people’s lives and living in a “glasshouse” has caused a lot of fear and anxiety about privacy.Iran’s Green Movement is one of many cases for studying surveillance and counter-surveillance technologies in social and mobile media. Government Surveillance on Social and Mobile Media in Iran, 2009 In 2009 the Iranian government controlled technology that allowed them to monitor, track, and limit access to the Internet, social media and mobiles communication, which has resulted in the surveillance of Green Movement’s activists. The Iranian government had improved its technical capabilities to monitor the people’s behavior on the Internet long before the 2009 election. The election led to an increase in online surveillance. Using social media the Iranian government became even more powerful than it was before the election. Social media was a significant factor in strengthening the government’s power. In the months after the election the virtual atmosphere became considerably more repressive. The intensified filtering of the Internet and implementation of more advanced surveillance systems strengthened the government’s position after the election. The Open Net Initiative revealed that the Internet censorship system in Iran is one of the most comprehensive and sophisticated censorship systems in the world. It emphasized that ‘Advances in domestic technical capacity have contributed to the implementation of a centralized filtering strategy and a reduced reliance on Western technologies’.On the other hand, the authorities attempted to block all access to political blogs (Jaras), either through cyber-security methods or through threats (Tusa). The Centre for Investigating Organized Cyber Crimes, which was founded in 2007 partly ‘to investigate and confront social and economic offenses on the Internet’ (Cyber Police), became increasingly important over the course of 2009 as the government combated the opposition’s online activities (Beth Elson et al. 16). Training of "senior Internet lieutenants" to confront Iran's "virtual enemies online" was another attempt that the Intelligence minister announced following the protests (Iran Media Program).In 2009 the Iranian government enacted the Computer Crime Law (Jaras). According to this law the Committee in Charge of Determining Unauthorized Websites is legally empowered to identify sites that carry forbidden content and report that information to TCI and other major ISPs for blocking (Freedom House). In the late fall of 2009, the government started sending threatening and warning text messages to protesters about their presence in the protests (BBC). Attacking, blocking, hacking and hijacking of the domain names of some opposition websites such as Jaras and Kaleme besides a number of non-Iranian sites such as Twitter were among the other attempts of the Iranian Cyber Army (Jaras).It is also said that the police and security forces arrested dissidents identified through photos and videos posted on the social media that many imagined had empowered them. Furthermore, the online photos of the active protesters were posted on different websites, asking people to identify them (Valizadeh).In late June 2009 the Iranian government was intentionally permitting Internet traffic to and from social networking sites such as Facebook and Twitter so that it could use a sophisticated practice called Deep Packet Inspection (DPI) to collect information about users. It was reportedly also applying the same technology to monitor mobile phone communications (Beth Elson et al. 15).On the other hand, to cut communication between Iranians inside and outside the country, Iran slowed down the Internet dramatically (Jaras). Iran also blocked access to Facebook, YouTube, Wikipedia, Twitter and many blogs before, during and after the protests. Moreover, in 2009, text message services were shut down for over 40 days, and mobile phone subscribers could not send or receive text messages regardless of their mobile carriers. Subsequently it was disrupted on a temporary basis immediately before and during key protests days.It was later discovered that the Nokia Siemens Network provided the government with surveillance technologies (Wagner; Iran Media Program). The Iranian government built a complicated system that enabled it to monitor, track and intercept what was said on mobile phones. Nokia Siemens Network confirmed it supplied Iran with the technology needed to monitor, control, and read local telephone calls [...] The product allowed authorities to monitor any communications across a network, including voice calls, text messaging, instant messages, and web traffic (Cellan-Jones). Media sources also reported that two Chinese companies, Huawei and ZTE, provided surveillance technologies to the government. The Nic Payamak and Saman Payamak websites, that provide mass text messaging services, also reported that operator Hamrah Aval commonly blocked texts with words such as meeting, location, rally, gathering, election and parliament (Iran Media Program). Visibility and Counter-Surveillance The panopticon is not limited to the watchers. Similarly, new kinds of panopticon and visibility are not confined to government surveillance. Foucault points out that ‘the seeing machine was once a sort of dark room into which individuals spied; it has become a transparent building in which the exercise of power may be supervised by society as a whole’ (Discipline 207). What is important is Foucault's recognition that transparency, not only of those who are being observed but also of those who are observing, is central to the notion of the panopticon (Allen) and ‘any member of society will have the right to come and see with his own eyes how schools, hospitals, factories, and prisons function’ (Foucault, Discipline 207). Counter-surveillance is the process of detecting and mitigating hostile surveillance (Burton). Therefore, while the Internet is a surveillance instrument that enables governments to watch people, it also improves the capacity to counter-surveille, and draws public attention to governments’ injustice. As Castells (185) notes the Internet could be used by citizens to watch their government as an instrument of control, information, participation, and even decision-making, from the bottom up.With regards to the role of citizens in counter-surveillance we can draw on Jay Rosen’s view of Internet users as ‘the people formerly known as the audience’. In counter-surveillance it can be said that passive citizens (formerly the audience) have turned into active citizens. And this change was becoming impossible without mobile and social media platforms. These new techniques and technologies have empowered people and given them the opportunity to have new identities. When Thompson wrote ‘the exercise of power in modern societies remains in many ways shrouded in secrecy and hidden from the public gaze’ (Media 125), perhaps he could not imagine that one day people can gaze at the politicians, security forces and the police through the use of the Internet and mobile devices.Furthermore, while access to mobile media allows people to hold authorities accountable for their uses and abuses of power (Breen 183), social media can be used as a means of representation, organization of collective action, mobilization, and drawing attention to police brutality and reasons for political action (Gerbaudo).There is no doubt that having creativity and using alternative platforms are important aspects in counter-surveillance. For example, images of Lt. Pike “Pepper Spray Cop” from the University of California became the symbol of the senselessness of police brutality during the Occupy Movement (Shaw). Iranians’ Counter-Surveillance on Social and Mobile Media, 2009 Iran’s Green movement (2009) triggered a lot of discussions about the role of technology in social movements. In this regard, there are two notable attitudes about the role of technology: techno-optimistic (Shriky and Castells) and techno-pessimistic (Morozov and Gladwell) views should be taken into account. While techno-optimists overrated the role of social media, techno-pessimists underestimated its role. However, there is no doubt that technology has played a great role as a counter-surveillance tool amongst Iranian people in Iran’s contemporary politics.Apart from the academic discussions between techno-optimists and techno-pessimists, there have been numerous debates about the role of new technologies in Iran during the Green Movement. This subject has received interest from different corners of the world, including Western countries, Iranian authorities, opposition groups, and also some NGOs. However, its role as a means of counter-surveillance has not received adequate attention.As the tools of counter-surveillance are more or less the tools of surveillance, protesters learned from the government to use the same techniques to challenge authority on social media.Establishing new websites (such as JARAS, RASA, Kalemeh, and Iran green voice) or strengthening some previous ones (such as Saham, Emrooz, Norooz), also activating different platforms such as Facebook, Twitter, and YouTube accounts to broadcast the voice of the Iranian Green Movement and neutralize the government’s propaganda were the most important ways to empower supporters of Iran’s Green Movement in counter-surveillance.‘Reporters Without Borders issued a statement, saying that ‘the new media, and particularly social networks, have given populations collaborative tools with which they can change the social order’. It is also mentioned that despite efforts by the Iranian government to prevent any reporting of the protests and due to considerable pressure placed on foreign journalists inside Iran, social media played a significant role in sending the messages and images of the movement to the outside world (Axworthy). However, at that moment, many thought that Twitter performed a liberating role for Iranian dissenters. For example, Western media heralded the Green Movement in Iran as a “Twitter revolution” fuelled by information and communication technologies (ICTs) and social media tools (Carrieri et al. 4). “The Revolution Will Be Twittered” was the first in a series of blog posts published by Andrew Sullivan a few hours after the news of the protests was released.According to the researcher’s observation the numbers of Twitter users inside Iran who tweeted was very limited in 2009 and social media was most useful in the dissemination of information, especially from those inside Iran to outsiders. Mobile phones were mostly influential as an instrument firstly used for producing contents (images and videos) and secondly for the organisation of protests. There were many photos and videos that were filmed by very simple mobile cell phones, uploaded by ordinary people onto YouTube and other platforms. The links were shared many times on Twitter and Facebook and released by mainstream media. The most frequently circulated story from the Iranian protests was a video of Neda Agha-Sultan. Her final moments were captured by some bystanders with mobile phone cameras and rapidly spread across the global media and the Internet. It showed that the camera-phone had provided citizens with a powerful means, allowing for the creation and instant sharing of persuasive personalised eyewitness records with mobile and globalised target populations (Anden-Papadopoulos).Protesters used another technique, DDOS (distributed denial of service attacks), for political protest in cyber space. Anonymous people used DDOS to overload a website with fake requests, making it unavailable for users and disrupting the sites set as targets (McMillan) in effect, shutting down the site. DDOS is an important counter-surveillance activity by grassroots activists or hackers. It was a cyber protest that knocked the main Iranian governmental websites off-line and caused crowdsourcing and false trafficking. Amongst them were Mahmoud Ahmadinejad, Iran's supreme leader’s websites and those which belong to or are close to the government or security forces, including news agencies (Fars, IRNA, Press TV…), the Ministry of Foreign Affairs, the Ministry of Justice, the Police, and the Ministry of the Interior.Moreover, as authorities uploaded the pictures of protesters onto different platforms to find and arrest them, in some cities people started to put the pictures, phone numbers and addresses of members of security forces and plain clothes police officers who attacked them during the protests and asked people to identify and report the others. They also wanted people to send information about suspects who infringed human rights. Conclusion To sum up, visibility, surveillance and counter-surveillance are not new phenomena. What is new is the technology, which increased their complexity. As Foucault (Discipline 200) mentioned ‘visibility is a trap’, so being visible would be the weakness of those who are being surveilled in the power struggle. In the convergent era, in order to be more powerful, both surveillance and counter-surveillance activities aim for more visibility. Although both attempt to use the same means (technology) to trap the other side, the differences are in their subjects, objects, goals and results.While in surveillance, visibility of the many by the few is mostly for the purpose of control and influence in undemocratic ways, in counter-surveillance, the visibility of the few by the many is mostly through democratic ways to secure more accountability and transparency from the governments.As mentioned in the case of Iran’s Green Movement, the scale and scope of visibility are different in surveillance and counter-surveillance. The importance of what Shaw wrote about Sydney occupy counter-surveillance, applies to other places, such as Iran. She has stressed that ‘protesters and police engaged in a dance of technology and surveillance with one another. Both had access to technology, but there were uncertainties about the extent of technology and its proficient use…’In Iran (2009), both sides (government and activists) used technology and benefited from digital networked platforms, but their levels of access and domains of influence were different, which was because the sources of power, information and wealth were divided asymmetrically between them. Creativity was important for both sides to make others more visible, and make themselves invisible. Also, sharing information to make the other side visible played an important role in these two areas. References Alen, David. “The Trouble with Transparency: The Challenge of Doing Journalism Ethics in a Surveillance Society.” Journalism Studies 9.3 (2008): 323-40. 8 Dec. 2013 ‹http://www.tandfonline.com/doi/full/10.1080/14616700801997224#.UqRFSuIZsqN›. 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Abstract:

Introduction In November 2020, upon learning that the company’s Covid-19 vaccine trial had been successful, the head of Pfizer’s Vaccine Research and Development, Kathrin Jansen, celebrated with champagne – “some really good stuff” (Cohen). Bubbles seem to go naturally with celebration, and champagne is fundamentally associated with bubbles. Yet, until the late-seventeenth century, champagne was a still wine, and it only reached the familiar levels of bubbliness in the late-nineteenth century (Harding). During this period and on into the early twentieth century, “champagne” was in many ways created, defined, and defended. A “champagne bubble” was created, within which the “nature” of champagne was contested and constructed. Champagne today is the result of hundreds of years of labour by many sorts of bubble-makers: those who make the bubbly drink, and those who construct, maintain, and defend the champagne bubble. In this article, I explore some elements of the champagne bubble, in order to understand both its fragility and rigidity over the years and today. Creating the Champagne Bubble – the Labour of Centuries It is difficult to separate the physical from the mythical as regards champagne. Therefore the categorisations below are always overlapping, and embedded in legal, political, economic, and socio-cultural factors. Just as assemblage – the mixing of wine from different grapes – is an essential element of champagne wine, the champagne bubble may be called heterogeneous assemblage. Indeed, the champagne bubble, as we will see below, is a myriad of different sorts of bubbles, such as terroir, appellation, myth and brand. And just as any assemblage, its heterogeneous elements exist and operate in relation to each other. Therefore the “champagne bubble” discussed here is both one and many, all of its elements fundamentally interconnected, constituting that “one” known as “champagne”. It is not my intention to be comprehensive of all the elements, historical and contemporary. Indeed, that would not be possible within such a short article. Instead, I seek to demonstrate some of the complexity of the champagne bubble, noting the elaborate labour that has gone into its creation. The Physical Champagne and Champagne – from Soil to Bubbles Champagne means both a legally protected geographical area (Champagne), and the wine (here: champagne) produced in this area from grapes defined as acceptable: most importantly pinot noir, pinot meunier (“black” grapes), and chardonnay (“white” grape). The method of production, too, is regulated and legally protected: méthode champenoise. Although the same method is used in numerous locations, these must be called something different: metodo classico (Italy), método tradicional (Spain), Methode Cap Classique (South Africa). The geographical area of Champagne was first legally defined in 1908, when it only included the areas of Marne and Aisne, leaving out, most importantly, the area of Aube. This decision led to severe unrest and riots, as the Aube vignerons revolted in 1911, forcing the inclusion of “zone 2”: Aube, Haute-Marne, and Seine-et-Marne (Guy). Behind these regulations was a surge in fraudulent production in the early twentieth century, as well as falling wine prices resulting from increasing supply of cheap wines (Colman 18). These first appellations d’origine had many consequences – they proved financially beneficial for the “zone 1”, but less so for the “zone 2”. When both these areas were brought under the same appellation in 1927, the financial benefits were more limited – but this may have been due to the Great Depression triggered in 1929 (Haeck et al.). It is a long-standing belief that the soil and climate of Champagne are key contributors to the quality of champagne wines, said to be due to “conditions … most suitable for making this type of wine” (Simon 11). Already in the end of the nineteenth century, the editor of Vigneron champenois attributed champagne’s quality to “a fortunate combination of … chalky soil … [and] unrivalled exposure [to the sun]” (Guy 119) among other things. Factors such as soil and climate, commonly included in and expressed through the idea of terroir, undoubtedly influence grapes and wines made thereof, but the extent remains unproven. Indeed, terroir itself is a very contested concept (Teil; Inglis and Almila). It is also the case that climate change has had, and will continue to have, devastating effects on wine production in many areas, while benefiting others. The highly successful English sparkling wine production, drawing upon know-how from the Champagne area, has been enabled by the warming climate (Inglis), while Champagne itself is at risk of becoming too hot (Robinson). Champagne is made through a process more complicated than most wines. I present here the bare bones of it, to illustrate the many challenges that had to be overcome to enable its production in the scale we see today. Freshly picked grapes are first pressed and the juice is fermented. Grape juice contains natural yeasts and therefore will ferment spontaneously, but fermentation can also be started with artificial yeasts. In fermentation, alcohol and carbon dioxide (CO2) are formed, but the latter usually escapes the liquid. The secret of champagne is its second fermentation, which happens in bottles, after wines from different grapes and/or vineyards have been blended for desired characteristics (assemblage). For the second fermentation, yeast and sugar are added. As the fermentation happens inside a bottle, the CO2 that is created does not escape, but dissolves into the wine. The average pressure inside a champagne bottle in serving temperature is around 5 bar – 5 times the pressure outside the bottle (Liger-Belair et al.). The obvious challenge this method poses has to do with managing the pressure. Exploding bottles used to be a common problem, and the manner of sealing bottles was not very developed, either. Seventeenth-century developments in bottle-making, and using corks to seal bottles, enabled sparkling wines to be produced in the first place (Leszczyńska; Phillips 137). Still today, champagne comes in heavy-bottomed bottles, sealed with characteristically shaped cork, which is secured with a wire cage known as muselet. Scientific innovations, such as calculating the ideal amount of sugar for the second fermentation in 1836, also helped to control the amount of gas formed during the second fermentation, thus making the behaviour of the wine more predictable (Leszczyńska 265). Champagne is characteristically a “manufactured” wine, as it involves several steps of interference, from assemblage to dosage – sugar added for flavour to most champagnes after the second fermentation (although there are also zero dosage champagnes). This lends champagne particularly suitable for branding, as it is possible to make the wine taste the same year after year, harvest after harvest, and thus create a distinctive and recognisable house style. It is also possible to make champagnes for different tastes. During the nineteenth century, champagnes of different dosage were made for different markets – the driest for the British, the sweetest for the Russians (Harding). Bubbles are probably the most striking characteristic of champagne, and they are enabled by the complicated factors described above. But they are also formed when the champagne is poured in a glass. Natural impurities on the surface of the glass provide channels through which the gas pockets trapped in the wine can release themselves, forming strains of rising bubbles (Liger-Belair et al.). Champagne glasses have for centuries differed from other wine glasses, often for aesthetic reasons (Harding). The bubbles seem to do more than give people aesthetic pleasure and sensory experiences. It is often claimed that champagne makes you drunk faster than other drinks would, and there is, indeed, some (limited) research showing that this may well be the case (Roberts and Robinson; Ridout et al.). The Mythical Champagne – from Dom Pérignon to Modern Wonders Just as the bubbles in a champagne glass are influenced by numerous forces, so the metaphorical champagne bubble is subject to complex influences. Myth-creation is one of the most significant of these. The origin of champagne as sparkling wine is embedded in the myth of Dom Pérignon of Hautvillers monastery (1638–1715), who according to the legend would have accidentally developed the bubbles, and then enthusiastically exclaimed “I am drinking the stars!” (Phillips 138). In reality, bubbles are a natural phenomenon provoked by winter temperatures deactivating the fermenting yeasts, and spring again reactivating them. The myth of Dom Pérignon was first established in the nineteenth century and quickly embraced by the champagne industry. In 1937, Moët et Chandon launched a premium champagne called Dom Pérignon, which enjoys high reputation until this day (Phillips). The champagne industry has been active in managing associations connected with champagne since the nineteenth century. Sparkling champagnes had already enjoyed fashionability in the later seventeenth and early eighteenth century, both in the French Court, and amongst the British higher classes. In the second half of the nineteenth century, champagne found ever increasing markets abroad, and the clientele was not aristocratic anymore. Before the 1860s, champagne’s association was with high status celebration, as well as sexual activity and seduction (Harding; Rokka). As the century went on, and champagne sales radically increased, associations with “modernity” were added: “hot-air balloons, towering steamships, transcontinental trains, cars, sports, and other ‘modern’ wonders were often featured in quickly proliferating champagne advertising” (Rokka 280). During this time, champagne grew both drier and more sparkling, following consumer tastes (Harding). Champagne’s most important markets in later nineteenth century included the UK, where the growing middle classes consumed champagne for both celebration and hospitality (Harding), the US, where (upper) middle-class women were served champagne in new kinds of consumer environments (Smith; Remus), and Russia, where the upper classes enjoyed sweeter champagne – until the Revolution (Phillips 296). The champagne industry quickly embraced the new middle classes in possession of increasing wealth, as well as new methods of advertising and marketing. What is remarkable is that they managed to integrate enormously varied cultural thematics and still retain associations with aristocracy and luxury, while producing and selling wine in industrial scale (Harding; Rokka). This is still true today: champagne retains a reputation of prestige, despite large-scale branding, production, and marketing. Maintaining and Defending the Bubble: Formulas, Rappers, and the Absolutely Fabulous Tipplers The falling wine prices and increasing counterfeit wines coincided with Europe’s phylloxera crisis – the pest accidentally brought over from North America that almost wiped out all Europe’s vineyards. The pest moved through Champagne in the 1890s, killing vines and devastating vignerons (Campbell). The Syndicat du Commerce des vins de Champagne had already been formed in 1882 (Rokka 280). Now unions were formed to fight phylloxera, such as the Association Viticole Champenoise in 1898. The 1904 Fédération Syndicale des Vignerons was formed to lobby the government to protect the name of Champagne (Leszczyńska 266) – successfully, as we have seen above. The financial benefits from appellations were certainly welcome, but short-lived. World War I treated Champagne harshly, with battle lines stuck through the area for years (Guy 187). The battle went on also in the lobbying front. In 1935, a new appellation regime was brought into law, which came to be the basis for all European systems, and the Comité National des appellations d'origine (CNAO) was founded (Colman 1922). Champagne’s protection became increasingly international, and continues to be so today under EU law and trade deals (European Commission). The post-war recovery of champagne relied on strategies used already in the “golden years” – marketing and lobbying. Advertising continued to embrace “luxury, celebration, transport (extending from air travel to the increasingly popular automobile), modernity, sports” (Guy 188). Such advertisem*nt must have responded accurately to the mood of post-war, pre-depression Europe. Even in the prohibition US it was known that the “frivolous” French women might go as far as bathe in champagne, like the popular actress Mistinguett (Young 63). Curiously, in the 1930s Soviet Russia, “champagne” (not produced in Champagne) was declared a sign of good living, symbolising the standard of living that any Soviet worker had access to (at least in theory) (Gronow). Today, the reputation of champagne is fiercely defended in legal terms. This is not only in terms of protection against other sparkling wine making areas, but also in terms of exploitation of champagne’s reputation by actors in other commercial fields, and even against mass market products containing genuine champagne (Mahy and d’Ath; Schneider and Nam). At the same time, champagne has been widely “democratised” by mass production, enabled partly by increasing mechanisation and scientification of champagne production from the 1950s onwards (Leszczyńska 266). Yet champagne retains its association with prestige, luxury, and even royalty. This has required some serious adaptation and flexibility. In what follows, I look into three cultural phenomena that illuminate processes of such adaptation: Formula One (F1) champagne spraying, the 1990s sitcom Absolutely Fabulous, and the Cristal racism scandal in 2006. The first champagne bottle is said to have been presented to F1 grand prix winner in Champagne in 1950 (Wheels24). Such a gesture would have been fully in line with champagne’s association with cars, sport, and modernity. But what about the spraying? Surely that is not in line with the prestige of the wine? The first spraying is attributed to Jo Siffert in 1966 and Dan Gurney in 1967, the former described as accidental, the latter as a spontaneous gesture of celebration (Wheels24; Dobie). Moët had become the official supplier of F1 champagnes in 1966, and there are no signs that the new custom would have been problematic for them, as their sponsorship continued until 1999, after which Mumm sponsored the sport for 15 years. Today, the champagne to be popped and sprayed is Chanson, in special bottles “coated in the same carbon fibre that F1 cars are made of” (Wheels24). Such an iconic status has the spraying gained that it features in practically all TV broadcasts concerning F1, although non-alcoholic substitute is used in countries where sale of alcohol is banned (Barker et al., “Quantifying”; Barker et al., “Alcohol”). As disturbing as the champagne spraying might look for a wine snob, it is perfectly in line with champagne’s marketing history and entrepreneurial spirit shown since the nineteenth century. Nor is it unheard of to let champagne spray. The “art” of sabrage, opening champagne bottle with a sable, associated with glamour, spectacle, and myth – its origin is attributed to Napoleon and his officers – is perfectly acceptable even for the snob. Sparkling champagne was always bound up with joy and celebration, not a solemn drink, and the champagne bubble was able to accommodate middle classes as well as aristocrats. This brings us to our second example, the British sitcom Absolutely Fabulous. The show, first released in 1992, featured two women, “Eddy” (Jennifer Saunders) and “Patsy” (Joanna Lumley), who spent their time happily smoking, taking drugs, and drinking large quantities of “Bolly” (among other things). Bollinger champagne may have initially experienced “a bit of a shock” for being thus addressed, but soon came to see the benefits of fame (French). In 2005, they hired PR support to make better use of the brand’s “Ab Fab” recognisability, and to improve its prestige reputation in order to justify their higher price range (Cann). Saunders and Lumley were warmly welcomed by the Bollinger house when filming for their champagne tour Absolutely Champers (2017). It is befitting indeed that such controversial fame came from the UK, the first country to discover sparkling champagne outside France (Simon 48), and where the aspirational middle classes were keen to consume it already in the nineteenth century (Harding). More controversial still is the case of Cristal (made by Louis Roederer) and the US rap world. Enthusiastically embraced by the “bling-bling” world of (black) rappers, champagne seems to fit their ethos well. Cristal was long favoured as both a drink and a word in rap lyrics. But in 2006, the newly appointed managing director at the family owned Roederer, Frédéric Rouzaud, made comments considered racist by many (Woodland). Rouzard told in an interview with The Economist that the house observed the Cristal-rap association “with curiosity and serenity”. He reportedly continued: “but what can we do? We can’t forbid people from buying it. I’m sure Dom Pérignon or Krug would be delighted to have their business”. It was indeed those two brands that the rapper Jay-Z replaced Cristal with, when calling for a boycott on Cristal. It would be easy to dismiss Rouzard’s comments as snobbery, or indeed as racism, but they merit some more reflection. Cristal is the premium wine of a house that otherwise does not enjoy high recognisability. While champagne’s history involves embracing new sorts of clientele, and marketing flexibly to as many consumer groups as possible (Rokka), this was the first spectacular crossing of racial boundaries. It was always the case that different houses and their different champagnes were targeted at different clienteles, and it is apparent that Cristal was not targeted at black rap artists. Whereas Bollinger was able to turn into a victory the questionable fame brought by the white middle-class association of Absolutely Fabulous, the more prestigious Cristal considered the attention of the black rapper world more threatening and acted accordingly. They sought to defend their own brand bubble, not the larger champagne bubble. Cristal’s reputation seems to have suffered little – its 2008 vintage, launched in 2018, was the most traded wine of that year (Schultz). Jay-Z’s purchase of his own champagne brand (Armand de Brignac, nicknamed Ace of Spades) has been less successful reputation-wise (Greenburg). It is difficult to break the champagne bubble, and it may be equally difficult to break into it. Conclusion In this article, I have looked into the various dilemmas the “bubble-makers” of Champagne encountered when fabricating what is today known as “champagne”. There have been moments of threat to the bubble they formed, such as in the turn of nineteenth and twentieth centuries, and eras of incomparable success, such as from the 1860s to 1880s. The discussion has demonstrated the remarkable flexibility with which the makers and defenders of champagne have responded to challenges, and dealt with material, socio-cultural, economic, and other problems. It feels appropriate to end with a note on the current challenge the champagne industry faces: Covid-19. The pandemic hit champagne sales exceptionally hard, leaving around 100 million bottles unsold (Micallef). This was not very surprising, given the closure of champagne-selling venues, banning of public and private celebrations, and a general mood not particularly prone to (or even likely to frown upon) such light-hearted matters as glamour and champagne. Champagne has survived many dramatic drops in sales during the twentieth century, such as the Great Depression of the 1930s, and the post-financial crisis collapse in 2009. Yet they seem to be able to make astonishing recoveries. 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