Journal articles: 'Dollar watches' – Grafiati (2024)

Abstract:

The U.S. dollar was in the line of fire as leaders from the largest developed and developing countries participated in the G8 meeting in July, 2009. China and other emerging market heavyweights such as Russia and Brazil are pushing for debate on an eventual shift away from the dollar to a new global reserve currency. These countries are particularly concerned about the heavy debt burden of the United States and fear inflation will further debase the dollar which has lost 33 percent in value against other major currencies since 2002. Will the dollar continue as the main reserve currency of the world? What are the other currencies to watch as challengers to the throne? This paper addresses these questions.

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Six or seven years ago, I began a quiet campaign to alert the trustees of the Folger Library that their eminent collection of special collections was well on the way to becoming what I called “road kill on the information highway.” Until that time, I had stood back and watched my colleagues in the independent research libraries invest large numbers of very scarce dollars in online cataloging, the attendant costs of retrospective conversion, and the cascading expenses of hardware and software purchases and upgrades. For quite a while, it had been clear to me that it was not in our . . .

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A common tale of moral cacophony and euphemism on the city streets:Each day, an owner of a small business decides, “once and for all,” how to respond to the “homeless person” panhandling for “spare change” as she makes her way to work in the morning. Today, she looks the other way and holds more tightly to her purse. Nearby, a building contractor waits impatiently for the traffic light to change as his van is approached by a small and shabby band of “street people” demanding to clean his windshield. He turns his wipers on to signal them away. Sometimes this works. At the next light, a woman carrying an infant swaddled to her torso offers a tube of three roses for a dollar. The driver smiles pleasantly, but does not stop. The businesswoman, now close to work, buys two tubes of roses and does not wait for the change from the five-dollar bill she earnestly presses into the mother's hand.

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The investment tax credit (ITC) allows firms to reduce their tax liability by an amount related to their expenditures on equipment, and thus reduces the cost of acquiring capital. An investment tax credit can be introduced temporarily to stimulate investment as part of a countercyclical fiscal policy or permanently as part of a strategy to enhance capital formation, raise labor productivity, and so speed longer-term economic growth. The discussion in this paper will focus mainly on the permanent ITC, although it will include some comments on the temporary version. As this paper is being written, President-elect Bill Clinton is widely expected to propose an ITC (of some sort) to Congress soon after taking office. Since the federal deficit continues to constrain fiscal policy, attention has been focused on designing an ITC that delivers the greatest stimulus per dollar loss of revenue.

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Watch out for that alligator! Louisiana swamp tours led by Cajun raconteurs are both cooked up and authentic; they are trips through the “natural” environment but also something devised to snare tourist dollars. What show are the tourists seeing? Has the natural environment taken to performing daily, twice on weekends? How “pristine,” “primitive,” and “untamed” are the swamps?

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ABSTRACT. Esports (Electronics Sports or short for esports, e-sports) is the term used in multiplayer computer games competitions, most of them organized and dedicated to professional players. Nowadays, esports has become a real industry, generating profits for the hardware companies, for the event organizers, but especially for the players, who can reach record receipts from the awards given at different events around the. Esports has slowly evolved into a cultural phenomenon. Across Asia, North America and Europe, the best pro gamers are competing for a share in hundreds of thousands of dollars at each tournament, watched by thousands if not millions of people around the globe. The present paper aims to present some theoretical aspects regarding the connection between sport and society, and also the development of electronic sport in Romania.

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This paper provides insight on Argentina's crisis since the default in an attempt to find a way out of the economic crisis. In 1991 Argentina pegged its peso to the U.S. dollar to stabilize the economic conditions and it set in restrictions on the issuance of money to control hyperinflation. The problem faced by Argentina has come from what will be termed econogenocide, that is, killing ones own economy through its own acts, procedures, policies, and reforms. However, there are more signs that the economy is over the worst. An examination of the policies and procedures that caused the downfall of this nations once thriving economy can show the tell-tale signs that other nations may need to watch out for, and protect against.

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From my perspective, as a White House official watching the budgetary process, and subsequently as head first of a health care financing agency and then of a public health agency, I was continually amazed to watch as billions of dollars were allocated to financing medical care with little discussion, whereas endless arguments ensued over a few millions for community prevention programs. The sums that were the basis for prolonged, and often futile, budget fights in public health were treated as rounding errors in the Medicare budget.William Roper (1994)

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At least 12 foreign ships are being held hostage in the waters off Eyl in the Nugal region, 300 nautical miles south of Africa's Horn, including a Ukrainian vessel, the MV Faina, loaded with 33 tanks and ammunition that was hijacked in September. The captured ships are being closely watched by hundreds of pirates aboard boats equipped with satellite phones and GPS devices. Hundreds mo re gunmen provide back-up on shore, where they incessantly chew the narcotic leaf ‘qat’ and dream of sharing in the huge ransoms that can run into millions of dollars. (Source: The Age) The above article is but one of many in the press in recent times reflecting how present day pirates operate. Pirates are still ruling the high seas, but historically what triggered their choice of lifestyle and why are they still active in the 21st century? Could actions in the past have eradicated the pirate industry a long time ago or is it just part of natural evolution?

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Recently, Congress has shown a greater interest in assessing the economic impact of regulation. This interest was driven in part by estimates that federal regulation costs several hundred billion dollars annually. In 1996, Congress required the director of the Office of Management and Budget to provide estimates of the total annual benefits and costs of individual regulations. This essay reviews the increasing use of economic analysis in regulatory decisionmaking, critically assesses the first 0MB report, and considers how the use of economic analysis can help inform regulatory decisionmaking. It argues that policymakers need to address a growing body of evidence that casts doubt on the effectiveness and efficiency of much regulation.

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Have you ever watched a toddler climb onto a chair and compared the height of the chair with the height of the toddler? Have you wondered how big a chair would have to be for you, as an adult, to have the same experience of struggling to get into it? Have you looked at a Barbie doll's neck or high heels and wondered how long each would be if Barbie were an adult female of average height? When watching a movie, such as Honey, I Shrunk the Kids, have you ever wondered how large objects like silverware and blades of grass must have been to give the appearance that a child had been shrunk? Satisfying our curiosity about these questions requires proportional reasoning.

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The business of fantasy football is a multibillion dollar-per-year industry. However, academic inquiry into the distinct attitudes and intentions of fantasy football participants is underdeveloped. Therefore, following Fazio, Powell, and Herr’s proposed attitude–behavior framework, this study examined the relationship between sport fans’ attitudes, fantasy football involvement level, and intentions to watch the televised broadcast of National Football League (NFL) games. The results suggest that fantasy football is a noteworthy connection point for NFL fans. Specifically, fantasy participation appears to duplicate the positive and negative attitudes of traditional team fandom, and this replication ultimately increases television viewership throughout the league. Thus, instead of competing with traditional team-focused professional-football viewership, fantasy football appears to be a complementary or value-adding activity. Discussed are theoretical outcomes, as well as the practical implications for sport marketers and media providers looking to capitalize on this highly popular and lucrative online activity.

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At the Gleneagles summit in July 2005, the heads of state from the G-8 countries—the United States, Canada, France, Germany, Italy, Japan, Russia and the United Kingdom—called on the International Monetary Fund (IMF), the World Bank and the African Development Bank to cancel 100 percent of their debt claims on the world's poorest countries. The world's richest countries have agreed in principle to forgive roughly $55 billion dollars owed by the world's poorest nations. This article considers the wisdom of the proposal for debt forgiveness, from the standpoint of stimulating economic growth in highly indebted countries. In the 1980s, debt relief under the “Brady Plan” helped to restore investment and growth in a number of middle-income developing countries. However, the debt relief plan for the Heavily Indebted Poor Countries (HIPC) launched by the World Bank and the International Monetary Fund in 1996 has had little impact on either investment or growth in the recipient countries. We will explore the key differences between the countries targeted by these two debt relief schemes and argue that the Gleneagles proposal for debt relief is, at best, likely to have little effect at all. Debt relief is unlikely to help the world's poorest countries because, unlike the middle-income Brady countries, their main economic difficulty is not debt overhang, but an absence of functional economic institutions that provide the foundation for profitable investment and growth. We will show that debt relief may be more valuable for Brady-like middle-income countries than for low-income ones because of how it leverages the private sector.

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The rise in consumer and corporate interest in action sports, also known as extreme sports, has been phenomenal. The apparent popularity of action sports, when combined with the sponsorships, endorsements, and advertising dollars they have quickly garnered, lends itself to scientific inquiry regarding the level and nature of public interest. The purpose of this study was to examine Generation Y's perceptions of action sports, with a specific focus on the expressed popularity of action sports and the relationship between action sports interest and use of the media. The 39-item Action Sports Questionnaire (ESQ) was constructed to examine Generation Y perceptions of action sports, sports related viewing preferences, and sports related media usage among middle and high school aged students. The present findings suggested that these members of the Generation Y(n= 367) niche market preferred action sports over the traditional sports of basketball and baseball. Respondents also indicated stronger preference for soccer, but would prefer to watch the X-Games over the World Cup. There is an indication that soccer and action sports are more popular among the younger generation than some traditional team sports. Males were slightly more supportive that action sports would become more popular in the future, and the male respondents were likewise more familiar with action sports. More members of Generation Y watch action sports than their predecessors, and they likewise tend to be optimistic about the future of action sports if they watch events on television.

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The Council of Education Reform of the Executive Yuan in Taiwan raised the issue of incorporating national universities in 1996. After that initial effort, the Ministry of Education in 2000 revealed its proposal to incorporate national universities in a White Paper on higher education policy. In 2003–2006 the government has tried at least twice to sell the policy to legislators in Taiwan's parliament (the Legislative Yuan). The first attempt was made in 2003 when the government submitted its bill to revise the University Act. In the bill, a whole chapter was devoted to regulations concerned with the incorporation of universities. The proposal promised university corporations autonomy, and, in particular, more flexible personnel and accounting systems. The bill, however, failed to pass the Committee of Education and Culture in the Legislative Yuan. In October 2005, the Ministry of Education tried again by including only one article related to the incorporation of universities in the bill. That article was to provide universities with a legal foundation for incorporation, but the Legislative Yuan passed the bill without including that particular article. It thus failed again. The Ministry of Education has not, however, given up on its policy of incorporating universities. In a special NT$50 billion dollar aid package to universities, the government required that all recipients include a plan for incorporation. In order to receive the special assistance, most universities have chosen not to resist. The incorporation of national universities in Taiwan is an issue that needs to be closely watched in the future.

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As the Soviet Union and the countries in Eastern Europe take steps towards market economies and democratic political systems, the U.S. and other western countries have been confronted by a range of difficult and important questions about the appropriate economic policy response. What role should government policies play? How much assistance should be given? In what form? What actual policies have been undertaken? Are they a lot or a little? At one extreme, some argue that the United States and other developed countries should finance the rebuilding of the Soviet Union and Eastern Europe—even though it may cost tens of billions of dollars per year, for at least a decade. At the other end of the spectrum are those who argue that Eastern Europe does not warrant official U.S. assistance, other than for humanitarian purposes, because the situation is just too precarious, because there are worthier uses of scarce government resources, or because any restructuring should be undertaken by the private sector. This paper suggests a framework for answering these questions that considers both the nations of Eastern Europe and recent proposals for direct assistance to the Soviet Union. It draws upon the valuable lessons to be learned from assistance to the developing countries and from historical experience.

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Abstract Background With nearly three-fourths of the U.S. population isolated in their homes between early March and the end of May, almost all of whom regularly watch television (TV), it was no surprise that companies began to purchase airtime on major television networks to advertise (ad) their brands and showcase their empathy with the populace. But how would the coronavirus disease 2019 (COVID-19) epidemic curve have changed had these same dollars been allocated to proven preventive interventions? Methods Performance and activity metrics on all COVID-19 related TV ads that have aired in the U.S. between February 26th and June 7th, 2020, were provided by iSpot.tv, Inc., including expenditures. COVID-19 incidence and mortality data were collected from the Centers for Disease Control and Prevention (CDC). Descriptive statistics were performed to calculate total TV ad expenditures and other performance metrics across industry categories. Leveraging a previously published stochastic agent-based model that was used to assess the cost-effectiveness of non-pharmaceutical interventions to control COVID-19, the number of cases that would have been prevented had these same dollars been used for preventive interventions was calculated using cost-effectiveness ratios (CERs), the cost divided by cases prevented. Results A total of 1,513 companies purchased TV airtime during the study period, totaling approximately 1.1 million airings, 215.5 billion impressions, and $2.7 billion in expenditures; most of the expenditures were spent by the restaurant (15.9%), electronics and communications (15.4%), and vehicle (13.7%) industries. The CERs for PPE and social distancing measures were $13,856 and $29,552, respectively; therefore, had all of these TV ad dollars instead been allocated to PPE or social distancing measures, approximately 194,908 and 91,386 cases of COVID-19 may have been prevented by the end of the study period, respectively. Figure 2. COVID-19 cases prevented had TV ad expenditures been reallocated for interventions. Conclusion Americans were inundated with COVID-19 related TV ads during the early months of the pandemic and companies are now showing some signs to relent. In times of disaster, however, it is paramount that the private sector go beyond showcasing their empathy and truly become socially responsible by allocating their funds to proven prevention and control measures. Disclosures All Authors: No reported disclosures

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Based on the Market Watch 2012 with regards to the ASEAN region, Malaysia is the third biggest automotive manufacturing nation which employs more than 300,000 people. To accomplish their operation demands, manufacturing companies such as Proton and Perodua would utilize artificial lighting in their respective manufacturing plants. Research on the effects of artificial lighting on human expended about millions of dollars every years. Sufficient lighting is required for effective tasks completion while providing adequate visual capability, thus will ensure the safety of the operators. Eye strain, migraine and headache are among the common symptoms caused by poor lighting at workplace. This study aims to review on prior research regarding sufficient lighting while giving a special focus on light assessment techniques and tools in determining the luminous level in manufacturing plants. This study will contribute to create awareness among the manufacturing plant on the importance of lighting in term of work performance and occupational safety and health.

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The current research offers a novel use of machine learning strategies to create a recommendation system. At recent era, recommender systems (RSs) have been used widely in e-commerce, entertainment purposes, and search engines. In more general, RSs are set of algorithms designed to recommend relevant items to users (movies to watch, books to read, products to buy, songs to listen, and others). This article discovers the different characteristics and features of many approaches used for recommendation systems in order to filter and prioritize the relevant information and work as a compass for searching. Recommender engines are crucial in some companies as they can create a big amount of income when they are effective or be a way to stand out remarkably from other rivals. As a proof of the importance of recommender engine, it can be stated that Netflix arrange a challenge (the “Netflix prize”) where the mission was to create a recommender engine that achieves better than its own algorithm with a prize of 1 million dollars to win.

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AbstractEastern Colorado is one of the most active hail regions in the United States, and individual hailstorms routinely surpass millions of dollars in crop loss and physical damage. Fifteen semistructured interviews with eastern Colorado farmers and ranchers were conducted in the summer of 2019 to gauge perceptions of the severity and vulnerability associated with hailstorms, as well as to understand how forecasts and warnings for severe hail are received and acted upon by the agricultural community. Results reveal a correspondence between perceived and observed frequency of hailstorms in eastern Colorado and highlight financial losses from crop destruction as the greatest threat from hailstorms. In contrast to the National Weather Service defining severe hail as at least 1.0 in. (25.4 mm) in diameter, the agricultural community conceptualizes hail severity according to impacts and damage. Small hail in large volumes or driven by a strong wind are the most worrisome scenarios for farmers, because small hail can most easily strip crop heads and stalks. Larger hailstones are perceived to pose less of a threat to crops but can produce significant damage to physical equipment and injure livestock. Eastern Colorado farmers and ranchers are avid weather watchers and associate environmental cues with hailstorms in addition to receiving warning messages, primarily via alerts on mobile telephones. Hailstorms elicit feelings of dejection and anxiety in some respondents, whereas others accept hailstorms as part of the job. Increasing awareness of the agricultural perceptions of hailstorms can help the meteorological community direct hail prediction research efforts and improve risk communication to the agricultural sector.

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Objective – To test a metric for library use, that could be comparable to metrics used by competing government departments, for ease of understanding by policy makers. Design – Four types of data were collected and used: Time-diaries, exit surveys, gate counts, and circulation statistics. Setting – A large public library in British Columbia, Canada. Subjects – Time-diary subjects were 445 patrons checking out materials; exit survey subjects were 185 patrons leaving the library. Methods – A paper-based time diary, prototypes of which were tested, was given to patrons who checked out library materials during a one-week period. These patrons were charged with recording the use of the checked-out items during the entire three-week loan period. From this information, the average number of hours spent with various types of loaned material (print and audio/DVD) was calculated. The average number of hours spent per item type was then applied to the circulation statistics for those items, across a month, to get a total of hours spent using all circulated material during that month. During the same one-week period of time-diary distribution, exit surveys were conducted by library staff with patrons leaving the library, asking them how long they had spent in the library during their current visit. The average number of minutes per visit was calculated and then applied to the gate count for the month, to get a total number of minutes/hours spent “resident” in the library that month. Adding the totals, a grand total of patron time-use hours was calculated. A monetary value was applied per hour, using the results of a contingent valuation study from Missoula, Montana (Dalenberg et al., 2004), in order to convert hours of library benefit into a dollar figure. Main Results – There was a 24% response rate for the time diaries (106/445). The diary entries yielded an average of 3.5 hours of time-use per print item, and 1.9 hours per DVD. The range for audio materials was quite wide, and for all item types, a few heavy users skewed the averages. Hours of secondary use (when people other than the original borrower read, listened to, or watched, the materials) were calculated, and represented 13% of the total hours. The average amount of time spent per visit was 42 minutes. Applying these averages to one month of circulation figures and gate counts, respectively, the result was that patrons spent 182,000 hours using library services in one month. Applying dollar amounts of benefit per hours spent, based on the Missoula study, the result was that patrons had received $842,000 of benefit from their use of the library in that month. Conclusions – This study confirmed that the prototype performance measure of hours of patron use, and refinements in obtaining it, was a useful tool with which to present the case for the value of libraries to policy makers. The study estimates that 90% of library use occurs off-site, and that a surprising proportion of that use is by secondary users. Future studies could refine the collection methodologies even more by collecting demographic information, by mapping user activities during branch visits, and by obtaining better information about secondary users of materials. Future research should also take into account: seasonal effects on borrowing, reading level of borrowers, and possibilities for collecting information in online formats. With these developments, it might be possible to assign “enjoyment levels” to items in library catalogs.

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Abstract Background Follicular lymphoma is the most common indolent lymphoma, with median survival over 10 years. A large proportion of patients present with advanced, but asymptomatic disease. Three randomized controlled trials in the last 25 years have confirmed there is no detriment to deferred chemotherapy vs. upfront treatment with respect to overall survival in such patients. However, these studies were all comparing upfront toxic regimens. Single agent rituximab (R) is associated with less side-effects, thus there are advantages to giving it upfront and significantly delaying further more toxic and expensive treatments. Recently, Ardeshna et al. (2010) compared upfront rituximab to watchful waiting in asymptomatic stage II-IV follicular lymphoma, and demonstrated significant improvement in time to initiation of next treatment (TTINT). We performed a cost-effectiveness analysis comparing the two strategies. Methods We developed a Markov decision-analytic model to compare upfront R-induction (RI) X 4 weekly doses vs. a watch and wait (WW) strategy for a hypothetical cohort of 60 year old patients newly-diagnosed with asymptomatic low burden advanced stage follicular lymphoma. The model simulates the clinical course of patients over a lifetime horizon, with the end-points of quality-adjusted life years (QALYs) and incremental cost effectiveness ratio (ICER). The baseline probabilities used in the model were derived from a systematic review of published studies. Key health states include PF1 (progression-free 1), PD1 (1st progressive disease needing treatment), R-maintenance (2-year state progression-free post-PD1 receiving R q3mo), PF2 (post 2 years of R-maintenance), PD2/3/4 (subsequent progressions requiring salvage), PF3/4/5 (subsequent PF states post-salvage), palliation and death. The probabilities of transitioning from one state to another were evaluated on a 6-month cycle. The model incorporated data on health state utilities, which were derived from the literature. Direct costs were collected from a Canadian public health payer's perspective. Resource utilization was based on guidelines, literature and expert opinion. Cost information was obtained from hospital, provincial and national costing sources, as well as the literature, and presented in 2012 Canadian dollars. Costs and effects were discounted at 5%. All patients were assumed to be treated with bendamustine and rituximab (BR) upon PD1, followed by 2 years of R-maintenance. Patients were treated with a maximum of 3 lines of salvage therapy, after which they entered palliation for maximum of 2 cycles. Results The quality-adjusted life expectancy was 6.70 QALYs for the RI strategy vs. 6.66 QALYs for the WW strategy, yielding an expected benefit from RI of 0.04 QALYs. Over a lifetime horizon, the total cost of the RI arm is $59061 and $74531 for the WW arm. The RI strategy dominates, as it is $15469 cheaper than the WW approach (Table 1). In one-way sensitivity analyses of key variables, effectiveness was sensitive to probability of PD2, PF4, age and time horizon. The model particularly favours RI in people under the age of 65. However, even at extreme end values for these variables that remain reasonable from the literature, the largest effectiveness difference in favour of WW is 0.06 QALYs (22 days) over the lifetime horizon. Thus overall the difference in either direction is minimal, demonstrating that the quality-adjusted life expectancy is essentially equivalent between the two strategies. Probabilistic sensitivity analyses (10 000 simulations) were performed. For the commonly accepted willingness to pay threshold of $50000, RI is the more cost-effective strategy 82% of the time (figure 1). Conclusions In conclusion, rituximab monotherapy as an induction strategy for asymptomatic advanced stage follicular lymphoma is the dominant strategy from a cost-utility perspective over the standard watch and wait strategy, with neutral overall effectiveness, but significant cost minimization of fifteen thousand dollars per patient over the lifetime horizon. Particularly, it is the optimal strategy in patients under the age of 65 and should be recommended. Disclosures: No relevant conflicts of interest to declare.

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NOTE: THIS ARTICLE WAS PUBLISHED WITH THE INFORMING SCIENCE INSTITUTE. Aim/Purpose.............................................................................................................................................................................................. Since the valuation of a born-global speculative start-up (BGSS) has been a guessing game and there is no framework in the literature from ethical fashion smart wearable (EFSW) venture valuation perspective, this research explores to create a holistic model using multi-stage valuation method to valuate BGSS at its inception and investigates how ethical is ethical fashion? Background................................................................................................................................................................................................ The concept of ‘Born-Global’ firm was introduced into business theory during 1988. Nowadays, ventures start with a global vision from their inception to introduce products and services in overseas markets. Speculative investment has been a common practice to start-up expedition. Investors gamble on speculative start-ups. The inception phase of any start-up is the embryonic phase and is, therefore, more speculative than successive phases for additional investments. BGSS at its inception possess no operating history. Today fashion industry is one of the largest industries globally, growing leaps and bounds with valuation at 3 trillion U.S. dollars. The emerging smart fashion wearable market projected to cross US$ 30 billion during 2017. Fashion exists not only in garments but also other wearable such as the bracelet, watches, jewelry, and other accessories. Ethical fashion is all about betterment for the people and community at large. This paper identifies the relevant actors and their impact on the ethical aspects and status of the fashion industry. Methodology............................................................................................................................................................................................... The methodology used in this research both qualitative and quantitative approach. Since ethical fashion is a social phenomenon, the qualitative approach is appropriate to deal with various perspective analysis of ethical fashion using case study on four ethical fashion smart wearable ventures. The quantitative method calibrates the valuation of a BGSS at the inception stage using a noble pragmatic multi-stage valuation method because it provides the incentive to focus on achieving the best risk/cost ratio. Contribution.............................................................................................................................................................................................. This research bestows valuable insight using a noble multi-stage valuation method that has been proven successful based on author´s extensive practice to value BGSS at its inception contributing new knowledge to the literature. The application of informing system to frame the discussion on the inter-disciplinary domain of ethical fashion smart wearable creates awareness for fashion industry stakeholders and academic researchers. Findings.................................................................................................................................................................................................... The analysis shows that BGSS is a contemporary phenomenon since so many smart fashions wearable companies have gone through thought provoking and compelling stories to became successful in a highly competitive smart fashion wearable industry. BGSS concept is a brand-new perspective in the EFSW academic research. The findings of this research provide information to various stakeholders of the fashion industry and benefit to a global community at large with a more nuanced understanding of the changes and challenges of the emerging EFSW industry and the way to measure the valuation of a venture at its inception. Recommendations for Practitioners......................................................................................................................................................... This paper reveals nuance understanding for the practitioners in the BGSS valuation at its inception. Since all the traditional valuation methods have their drawbacks when applied to the inception stage of BGSS, this study recommends using multi-stage valuation method because it provides incentive for the best risk/cost ratio. Fashion brands (designers and other stakeholders) should abide by the ethical criteria to make a difference in the global community at large by reducing degradation of the environmental conditions. For the future of ethical fashion, ethical choices must be an available alternative to customers. Fashion companies need to embark upon design to not only be ethical but also stylish, therefore need to create trust by adopting transparency and integrity throughout the value chain. Fashion brand should take advantage of ethical fashion criteria to provide assurance to consumers with socio-cultural aspects in mind, to promote their fashion collections effectively. Recommendation for Researchers............................................................................................................................................................... More research work needs to be accomplished to have a clear analysis of the ethical fashion perspective to cover environmental, socio-cultural, fair trade, human rights, animal rights and other aspects. It is important to study the various stages of BGSS valuation from growth stage to initial public offering stage and beyond to bridge the gap between academic research and practitioners using the multi-stage valuation method. Impact on Society.......................................................................................................................................................................................... Since ethical fashion is of great significance for the contemporary society, raising awareness among various cultural communities globally to promote avantgarde ways regarding ethical fashion criteria, specifically to curb the degradation of the environment, stopping the cruelty on animals and protecting the human rights among consumers is paramount. Future Research............................................................................................................................................................................................ This study will bridge the gap between practice and academic research, scholars should embark upon creating a total addressable market (TAM) theory and empirical analysis studies because the total addressable market is the key and practical determinant of BGSS success. Ethical fashion academic research should be pursued beyond sustainability on smart wearable.

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Middle East Studies for the New Millennium sheds light on the trials and tribulations of Middle East area studies in the highly charged and politi- cized context of American academia and broader US policy. In this respect, it is an important exposition of how American universities produce knowl- edge about different world regions (ix). The study is the outcome of a research project that spanned a period of nearly fifteen years since 2000. The introductory chapter, by book editors Shami and Miller-Idriss and titled “The Many Crises of Middle East Stud- ies” (MES), refers to the contextual status of the field and relates its ‘crises’ to an American setting in which knowledge and power are intrinsically, even if not always clearly, juxtaposed. Shami and Miller-Idriss point out that three main institutional actors define the politics of the field: univer- sities, federal government, and private philanthropic foundations (8). The role of the US federal government in producing knowledge, the relation- ship between knowledge and power, and ways of knowing about ‘other’ cultures and places has long been a source and subject of numerous debates and controversies (1), but the authors problematize it in terms of the “se- curitization of academic knowledge in the name of ‘national interest,’ the challenges arising out of the possibilities of unbounded, transnational fields of scholarship and the future of the university as an institution” (2). The MES also faced an additional crisis as a growing number of social scientists came to perceive it as too focused on in-depth studying of areas instead of seeking to produce knowledge based on universal theories or explanations. MES, thus, increasingly occupied a diminishing space in social sciences in favor of a humanistic turn toward cultural and linguistic approaches (9). This, according to Shami and Miller-Idriss was not simply a matter of intel- lectual skepticism, but rather a reflection of deliberate attempts at siphon- ing social scientists from universities, narrowing knowledge to specific agenda-settings, and limiting space for alternative perspectives. Due to the perceived ‘anti-Americanism’ of MES, in good measure emanating from claims about Edward Said’s “pernicious influence,” the field has increasingly come under siege through federal monitoring, campus watch, scrutiny of scholars exchanges, and funding restrictions (10). Problematizing the context of MES in such terms helps frame the ap- proach of this study around three main themes that comprise the three parts of the book and its eleven chapters. These include the relationship be- tween MES and other social science disciplines, reconfigurations, and new emphases in MES focusing on university restructuring, language training and scholarly trends, and the politics of knowledge as they relate specifical- ly to the many crises in the Middle East (11). Part I, titled “Disciplines and its Boundaries,” comprises four chap- ters, which highlight the interdisciplinary nature of area studies as a sub- field within the entire “problem-solving” structure of social sciences. This tendency distinguished area studies from earlier Orientalist/civilizational scholarly traditions. The four chapters in Part I cover the relationship be- tween area studies and political science (Lisa Wedeen), sociology (Reshat Kasaba), economics (Karen Pfeifer), and geography (Amy Mills and Timur Hammond). Together, they demonstrate how the privileged discipline or “prestige area” for theorizing reflects a different relationship with area studies depending on the discipline’s definition of the “universal” (11). Wedeen challenges positivist/methodological claims about the separation of fact and value, and the unification of liberalism and science in such a fashion as to render the subfield of American studies a standard universal “nonarea”, reflecting American exceptionalism (12). Kasaba examines the historically cyclical relationship between sociology and area studies “as a push-and-pull reaction to particular political imperatives,” related to how social sciences and American foreign policy have been intertwined since WWII (12). Pfeifer focuses on how international financial institutions have shaped much of western economists’ approaches to the Middle East region, entrenching neoclassical economic ideas associated with stabilization, lib- eralization, and privatization (13). Mills and Hammond examine the “spa- tial turn” in area studies, and how spatial methodologies have provided for a means to understand the broad socio-economic and political dynamics that have served to shape the Middle East. They point also to the interdisci- plinary nature of spatial studies that could very well transform area studies by linking the region to its global context (14-15). Part II, titled “Middle East Studies and the University,” comprises four chapters by Jonathan Z. Friedman and Cynthia Miller-Idriss, Elizabeth An- derson Worden and Jeremy M. Browne, Laura Bier, and Charles Kurzman and Carl W. Ernst. These chapters highlight how knowledge about the Middle East are produced through changing institutional structures and architectures, particularly in relation to the rise of “the global” as a major organizational form within American universities. They also focus on the “capacities” needed to produce a new generation of qualified specialists ca- pable of dealing with profound regional changes that would also require dif- ferent policy and educational approaches (15). Friedman and Miller-Idriss look at the Hagop Kevorkian Center for Near Eastern Studies at New York University (NYU) in order to investigate how area studies centers as well as universities are to transform themselves into global institutions. They point to two separate but coexisting logics of internationalization: that of the specialist with deeper knowledge of the area, and the cosmopolitan who emphasizes breadth in global experience in order to produce the ‘global citizen’ (15-16). Worden and Browne focus on reasons why it was difficult for American institutions to produce proficient Arabic language speakers in significant numbers. They offer an explanation in terms of structural and cultural factors related to time constraints that graduate students face in or- der to learn the language, the relative lower status of language instructors, the devaluation of language learning by some social sciences disciplines, and, for all practical purposes, the difficulty of learning Arabic. Bier ana- lyzes PhD dissertations concerned with the Middle East across six social sciences disciplines (political science, sociology, anthropology, economics, history and MES) during the period 2000-2010, focusing on their themes, topics and methods (253). She points out that neoliberalism and what is termed the ‘Washington Consensus’ have come to dominate political sci- ence, sociology and economics, while issues of identity, gender, colonial- ism, the nation, and Islam dominate in anthropology, history, and MES. Kurzman and Ernst go beyond Bier’s thematic approach to highlight the renewed and significant institutional growth of interest in Islamic studies for national security concerns. They point as well to the encouragement offered by a number of universities to promote cross-regional approaches, not constrained by narrower definitions of distinct regions, although they also raise the problem of lack of adequate federal funding for such purpos- es. Part III, titled “the Politics of Knowledge,” comprises three chapters by Seteney Sami and Marcial Godoy-Anativia, Ussama Makdisi, and Irene Gendzier; and an ‘Afterward’ by Lisa Anderson. These chapters examine not only the production of knowledge but also how knowledge is frequently silenced by forces that “structure and restrict freedom of speech, censor- ship and self-censorship”—the so-called “chilling effects” (19). Sami and Godoy-Anativia examine the themes of campus watch or surveillance and public criticism of MES, especially after the 9/11 events of 2001, and their impact on academia and “institutional architectures” as knowledge is secu- ritized and “privatized” (19). Makdisi and Gendzier question how Ameri- can scholarship about the region has changed over time, yet almost always highly charged and politicized in large measure due to the Arab-Zionist/ Israeli conflict (20-21). Despite moves toward more critical and postna- tionalist approaches, Makdisi emphasizes that overall academic freedom has nevertheless been curtailed. Genzier, in turn, points to how “ignorance has [come to have] strategic value,” as “caricatured images” pass for anal- ysis (21-22). Finally, given the securitization and other intimidating mea- sures undertaken around campuses and universities, Anderson concludes that the state of a “beleaguered” (442) MES is deplorable, describing it as “demoralized, lacking academic freedom and reliable research data, and function in a general climate of repression, neglect and isolation” (22, 442). This important book—with extensive bibliographies in each chapter and its detailed exploration of the state of the field of United States MES in the twenty-first century—stands as a reference source for all interested in Middle East studies. “Infrastructures for Knowledge” could have made for a provocative main title of this work, in reference to the production of knowledge on the Middle East and the reproduction of new generations of Middle Eastern specialists. Its most salient aspect is that it highlights and underscores the formal and informal authoritarian and securitization mea- sures adopted by US federal agencies as well as universities to set effective restrictions on what can or cannot be said and/or taught about MES, both in academic institutions and in the media. In addition to the proliferation of both private and public watchdogs monitoring how MES is being taught on campuses, the establishment since 2003 of twelve Homeland Security Centers of Excellence at six universities (with grants totaling about 100 million dollars) is indicative of the scale of intrusive measures (101). The broader problem is that such infringements do not take place only in US universities. Given that county’s totalizing and vested interests in influenc- ing how knowledge is produced and consumed globally, not least in and about the Middle East, the extent of its hegemonic control in that region can only be surmised. Amr G.E. SabetDepartment of Political ScienceDalarna University, Falun, Sweden

Abstract:

AbstractThe nucleus of the collection of paintings in the Mauritshuis around 130 pictures - came from the hereditary stadholder Prince William v. It is widely believed to have become, the property of the State at the beginning of the 19th century, but how this happened is still. unclear. A hand-written notebook on this subject, compiled in 1876 by - the director Jonkheer J. K. L. de Jonge is in the archives of the Mauritshuis Note 4). On this basis a clnsor systematic and chronological investigation has been carried out into the stadholder's. property rights in respect of his collectcons and the changes these underwent between 1795 and 1816. Royal decrees and other documents of the period 1814- 16 in particular giae a clearer picture of whal look place. 0n 18 January 1795 William V (Fig. 2) left the Netherlands and fled to England. On 22 January the Dutch Republic was occupied by French armies. Since France had declared war on the stadholder, the ownership of all his propergy in the Netherlands, passed to France, in accordance with the laws of war of the time. His famous art collections on the Builerth of in. The Hague were taken to Paris, but the remaining art objects, distributed over his various houses, remained in the Netherlands. On 16 May 1795 the French concluded a treaty with the Batavian Republic, recognizing it as an independent power. All the properties of William v in the Netehrlands but not those taken to France, were made over to the Republic (Note 14), which proceeded to sell objects from the collections, at least seven sales taking place until 1798 (Note 15). A plan was then evolved to bring the remaining treasures together in a museum in emulation of the French. On the initiative of J. A. Gogel, the Nationale Konst-Galerij', the first national museum in the .Netherlands, was estahlished in The Hague and opened to the public on ,31 May 1800. Nothing was ever sold from lhe former stadholder's library and in 1798 a Nationale Bibliotheek was founded as well. In 1796, quite soon after the French had carried off the Stadholder, possessions to Paris or made them over to the Batavian Republic, indemnification was already mentioned (Note 19). However, only in the Trealy of Amiens of 180 and a subaequent agreement, between France ararl Prussia of 1 802, in which the Prince of Orarage renounced his and his heirs' rights in the Netherlands, did Prussia provide a certain compensation in the form of l.artds in Weslphalia and Swabia (Note 24) - William v left the management of these areas to the hereditary prince , who had already been involved in the problems oncerning his father's former possessions. In 1804 the Balavian Republic offered a sum of five million guilders 10 plenipotentiaries of the prince as compensation for the sequestrated titles and goods, including furniture, paintings, books and rarities'. This was accepted (Notes 27, 28), but the agreement was never carried out as the Batavian Republic failed to ratify the payment. In the meantime the Nationale Bibliolkeek and the Nationale Konst-Galerij had begun to develop, albeit at first on a small scale. The advent of Louis Napoleon as King of Hollarad in 1806 brought great changes. He made a start on a structured art policy. In 1806 the library, now called `Royal', was moved to the Mauritshuis and in 1808 the collectiorts in The Hague were transferred to Amsterdam, where a Koninklijk Museum was founded, which was housed in the former town hall. This collection was subsequertly to remain in Amsterdam, forming the nucleus of the later Rijksmuseum. The library too was intended to be transferred to Amsterdam, but this never happened and it remained in the Mauritshuis until 1819. Both institutions underwent a great expansion in the period 1806-10, the library's holdings increasing from around 10,000 to over 45,000 books and objects, while the museum acquired a number of paintings, the most important being Rembrandt's Night Watch and Syndics, which were placed in the new museum by the City of Amsterdam in 1808 (Note 44). In 1810 the Netherlands was incorporated into France. In the art field there was now a complete standstill and in 1812 books and in particular prints (around 11,000 of them) were again taken from The Hague to Paris. In November 1813 the French dominion was ended and on 2 December the hereditary prince, William Frederick, was declared sovereign ruler. He was inaugurated as constitutional monarch on 30 March 1814. On January 3rd the provisional council of The Hague had already declared that the city was in (unlawful' possession of a library, a collection of paintings, prints and other objects of art and science and requested the king tot take them back. The war was over and what had been confiscated from William under the laws of war could now be given back, but this never happened. By Royal Decree of 14 January 1814 Mr. ( later Baron) A. J. C. Lampsins (Fig. I ) was commissioned to come to an understanding with the burgomaster of The Hague over this transfer, to bring out a report on the condition of the objects and to formulate a proposal on the measures to be taken (Note 48). On 17 January Lampsins submitted a memorandum on the taking over of the Library as the private property of His Royal Highness the Sovereign of the United Netherlartds'. Although Lampsins was granted the right to bear the title 'Interim Director of the Royal Library' by a Royal Decree of 9 February 1814, William I did not propose to pay The costs himself ; they were to be carried by the Home Office (Note 52). Thus he left the question of ownership undecided. On 18 April Lampsins brought out a detailed report on all the measures to be taken (Appendix IIa ) . His suggestion was that the objects, formerly belonging to the stadholder should be removed from the former royal museum, now the Rijksmuseum, in Amsterdam and to return the 'Library', as the collectiort of books, paintings and prints in The Hague was called, to the place where they had been in 1795. Once again the king's reaction was not very clear. Among other things, he said that he wanted to wait until it was known how extensive the restitution of objects from Paris would be and to consider in zvhich scholarly context the collections would best, fit (Note 54) . While the ownership of the former collections of Prince William I was thus left undecided, a ruling had already been enacted in respect of the immovable property. By the Constitution of 1814, which came into effect on 30 March, the king was granted a high income, partly to make up for the losses he had sulfered. A Royal Decree of 22 January 1815 does, however, imply that William had renounced the right to his, father's collections, for he let it be known that he had not only accepted the situation that had developed in the Netherlands since 1795, but also wished it to be continued (Note 62). The restitution of the collections carried off to France could only be considered in its entirety after the defeat of Napoleon at the Battle of Waterloo on 18 June 1815- This was no simple matter, but in the end most, though not all, of the former possessions of William V were returned to the Netherlands. What was not or could not be recovered then (inc.uding 66 paintings, for example) is still in France today (Note 71)- On 20 November 1815 127 paintings, including Paulus Potter's Young Bull (Fig. 15), made a ceremonial entry into The Hague. But on 6 October, before anything had actually been returned, it had already been stipulated by Royal Decree that the control of the objects would hence forlh be in the hands of the State (Note 72). Thus William I no longer regarded his father's collections as the private property of the House of Orange, but he did retain the right to decide on the fulure destiny of the... painting.s and objects of art and science'. For the time being the paintings were replaced in the Gallery on the Buitenhof, from which they had been removed in 1795 (Note 73). In November 1815 the natural history collection was made the property of Leiden University (Note 74), becoming the basis for the Rijksmuseum voor Natuurlijke Historie, The print collection, part of the Royal Library in The Hague, was exchanged in May 1816 for the national collectiort of coins and medals, part of the Rijksmuseum. As of 1 Jufy 1816 directors were appointed for four different institutions in The Hague, the Koninklijke Bibliotheek (with the Koninklijk Penningkabinet ) , the Koninklijk Kabinet van Schilderijen and the Yoninklijk Kabinet van Zeldzaamheden (Note 80) . From that time these institutions led independenl lives. The king continued to lake a keen interest in them and not merely in respect of collecting Their accommodation in The Hague was already too cramped in 1816. By a Royal Decree of 18 May 1819 the Hotel Huguetan, the former palace of the. crown prince on Lange Voorhout, was earmarked for the Koninklijke Bibliotheek and the Koninklijk Penningkabinet (Note 87) . while at the king's behest the Mauritshuis, which had been rented up to then, was bought by the State on 27 March 1820 and on IO July allotted to the Koninklijk Kabinet van Schilderijen and the Koninklijk Kabinet van Zeldzaamheden (Note 88). Only the Koninklijk Kabinet van Schilderijen is still in the place assigned to it by William and the collection has meanwhile become so identified with its home that it is generally known as the Mauritshui.s'. William i's most important gift was made in July 1816,just after the foundation of the four royal institutions, when he had deposited most of the objects that his father had taken first to England and later to Oranienstein in the Koninklijk Kabinet van Zeldzaamheden. The rarities (Fig. 17), curios (Fig. 18) and paintings (Fig. 19), remained there (Note 84), while the other art objects were sorted and divided between the Koninklijke Bibliotheek (the manuscripts and books) and the koninklijk Penningkabinet (the cameos and gems) (Note 85). In 1819 and 182 the king also gave the Koninklijke Bibliotheek an important part of the Nassau Library from the castle at Dillenburg. Clearly he is one of the European monarchs who in the second half of the 18th and the 19th century made their collectiorts accessible to the public, and thus laid the foundatinns of many of today's museums. But William 1 also made purchases on behalf of the institutions he had created. For the Koninklijke Bibliotheek, for example, he had the 'Tweede Historiebijbel', made in Utrecht around 1430, bought in Louvain in 1829 for 1, 134 guilders (Pigs.30,3 I, Note 92). For the Koninkijk Penningkabinet he bought a collection of 62 gems and four cameos , for ,50,000 guilders in 1819. This had belonged to the philosopher Frans Hemsterhuis, the keeper of his father's cabinet of antiquities (Note 95) . The most spectacular acquisition. for the Penninukabinet., however, was a cameo carved in onyx, a late Roman work with the Triumph of Claudius, which the king bought in 1823 for 50,000 guilders, an enormous sum in those days. The Koninklijk Kabinet van Zeldzaamhedert also received princely gifts. In 1821- the so-called doll's house of Tzar Peter was bought out of the king's special funds for 2.800 guilders (Figs.33, 34, ,Note 97) , while even in 1838, when no more money was available for art, unnecessary expenditure on luxury' the Von Siebold ethnographical collection was bought at the king's behest for over 55,000 guilders (Note 98). The Koninklijk Kabinel van Schilderyen must have been close to the hearl of the king, who regarded it as an extension of the palace (Notes 99, 100) . The old master paintings he acquzred for it are among the most important in the collection (the modern pictures, not dealt with here, were transferred to the Paviljoen Welgelegen in Haarlem in 1838, Note 104). For instance, in 1820 he bought a portrait of Johan Maurice of Nassau (Fig.35)., while in 1822, against the advice of the then director, he bought Vermeer' s View of Delft for 2,900 guilders (Fig.36, Note 105) and in 1827 it was made known, from Brussels that His Majesty had recommended the purchase of Rogier van der Weyden's Lamentation (Fig.37) . The most spectacular example of the king's love for 'his' museum, however, is the purchase in 1828 of Rembrandt's Anatomy Lesson of Dr. Nicolaes Tulp for 32,000 guilders. The director of the Rijksmuseum, C. Apostool, cortsidered this Rembrandt'sfinest painting and had already drawn attention to it in 1817, At the king'.s behest the picture, the purchase of which had been financed in part by the sale of a number of painlings from. the Rijksmuseum, was placed in the Koninklijk Kabinet van Schilderijen in The Hague. On his accession King William I had left the art objects which had become state propery after being ceded by the French to the Batavian Republic in 1795 as they were. He reclaimed the collections carried off to France as his own property, but it can be deduced from the Royal Decrees of 1815 and 1816 that it Was his wish that they should be made over to the State, including those paintings that form the nucleus of the collection in the Mauritshuis. In addition, in 1816 he handed over many art objects which his father had taken with him into exile. His son, William II, later accepted this, after having the matter investigated (Note 107 and Appendix IV). Thus William I'S munificence proves to have been much more extensive than has ever been realized.

Abstract:

Australia's C3 Signs Korean Licensing Deal for Burn Treatment. CyGenics Takes 51% Equity in BioCell Pty Ltd. BresaGen Expands into Mammalian Cell-Derived Products. Japan's Bioventures—Japan Tissue Engineering Co Ltd (J-TEC). Proacta Nears Multibillion-Dollar Goal with PR104. MerLion Pharmaceuticals Collaborates with the US National Cancer Institute. Rockeby Biomed Launched Rapid Test Kits to detect Aian Flu.

Abstract:

Agilent Expands Foray into Array-Based Genomics Research. Trinity Biotech’s HIV Test-Maker Set to Enter China. Elder Pharmaceuticals Launches 25 New Drugs. Takara Bio Files Leukemia Patent, Announces Detection Kit. PLR — A Company Dedicated to Post-Genome Research and Drug Discovery. HuBit Genomix Launches Arthritis Database Project. CordLife Opens Second Tissue Processing and Storage Facility in Singapore. Takara Bio Licenses RetroNectin® for AIDS Research. Zydus Cadila Eyeing the European Markets. Kerry Announces Multimillion Dollar Expansion Into China.

Abstract:

Eiffel's New SCF Facility in Operation. Non Bactericidal Antibiotics. C-Pulse Heart Device Testing Progressing. Mesoblast Boosted by Successful Closing of IPO. China's Changing IPR Landscape. Investment Hotspot: China's OTC Market. Matrix Laboratories Close to Inking Landmark Contract Manufacturing Deal. Sosei US Subsidiary Focuses on CNS Therapy Development. Novartis Contemplates Setting up Research Base in India. Latest Pharma Merger: Dainippon and Sumitomo. Eisai Targets on Anti-Hepatitis Drug Market in China. Zimmer Targets at Asian Aging Population. ES Cell Receives Million Dollar Grant. Combing to be Regional Vaccine Manufacturing Center.

Abstract:

Biota Discovers New Potent Antivirals. Celladon Partners with V-Kardia on Development of Percutaneous Delivery of Gene Therapy for Heart Failure. Regenera Closes Multimillion Dollar Drug Deal. Napo Pharma Collaborates with AsiaPharm. Matrix Buys Over Belgian Company Docpharma. Ranbaxy Buys Portfolio from Spain's EFARMES. Japan's MediBIC and ReaMetrix India Team up. Medical & Biological Labs and DNAVEC Establish Joint Venture Company in China. Britsol-Meyers Squibb Collaborates with Korea's Celltrion. YM Biosciences Partners with Kuhnil to Develop Nimotuzumab. A Company that Helps Translate Basic Research into Useful Biomedical Products. InfleXion Corp Develops Diagnostic Kits. GNI and Shanghai Genomics Merge. MerLion Announces Collaboration Agreement with Sankyo. Schering AG Sets Up Asia-Pacific Headquarters in Singapore. Three Global Companies Invest US$112 Million to Form Joint Venture: Interpharma, Quintiles and Temasek Holdings

Abstract:

Professionalised competitive digital gaming or ‘esports’ has grown to a point where millions of dollars are being awarded in competitions watched globally by tens of millions of viewers. Previous analyses of the phenomenon have examined the role(s) of labour in esports performed by various actors – players, tournament organisers, sponsors, game developers – but these have yet to be unified into a ‘big picture’ of esports labour, especially when considering the relationships between the labour performed by different esports actors. In this paper we therefore present a comprehensive overview of the labour that different actors within the emerging Esports ecosystem perform, and how they intersect and influence each other in order to contribute to the existence of this highly contemporary phenomenon. In doing so we show that the rapid growth of Esports has created new labour processes and forms of work, transformed existing ones, yielded new career options, and tremendous profits to be made by a range of involved actors. Esports’ emerging position as a major global industry both within gaming and within contemporary media more broadly demands close attention to its work, its workers, and who is winning and losing in this dynamic media space.

Abstract:

Did you see the videos where the cat jumps in the box, attacks the printer or tries to leap from the snowy car? As the availability and popularity of watching videos on the Internet has risen rapidly in the last decade, so has the prevalence of cat videos. Although the cuteness of YouTube videos of cats might make them appear frivolous, in fact there is a significant irony at their heart: online cat videos enable corporate surveillance of viewers, yet viewers seem just as oblivious to this as the cats featured in the videos. Towards this end, I consider the distinguishing features of contemporary cat videos, focusing particularly on their narrative structure and mode of observation. I compare cat videos with the “Aesthetic of Astonishment” of early cinema and with dog videos, to explore the nexus of a spectatorship of thrills and feline performance. In particular, I highlight a unique characteristic of these videos: the cats’ unselfconsciousness. This, I argue, is rare in a consumer culture dominated by surveillance, where we are constantly aware of the potential for being watched. The unselfconsciousness of cats in online videos offers viewers two key pleasures: to imagine the possibility of freedom from surveillance, and to experience the power of administering surveillance as unproblematic. Ultimately, however, cat videos enable viewers to facilitate our own surveillance, and we do so with the gleeful abandon of a kitten jumping in a tissue box What Distinguishes Cat Videos? Cat videos have become so popular, that they generate millions of views on YouTube, and the Walker Art Center in Minneapolis now holds an annual Internet Cat Video Festival. If you are not already a fan of the genre, the Walker’s promotional videos for the festival (2013 and 2012) provide an entertaining introduction to the celebrities (Lil Bub, Grumpy Cat, and Henri), canon (dancing cats, surprised cat, and cat falling off counter), culture and commodities of online cat videos, despite repositioning them into a public exhibition context. Cats are often said to dominate the internet (Hepola), despite the surprise of Internet inventor Tim Berners-Lee. Domestic cats are currently the most popular pet in the world (Driscoll), however they are already outnumbered by smartphones. Cats have played various roles in our societies, cultures and imaginations since their domestication some 8-10,000 years ago (Driscoll). A potent social and cultural symbol in mythology, art and popular culture, the historical and cultural significance of cats is complex, shifting and often contradictory. They have made their way across geographic, cultural and class boundaries, and been associated with the sacred and the occult, femininity and fertility, monstrosity and domesticity (Driscoll, Rogers). Cats are figured as both inscrutable and bounteously polysemic. Current representations of cats, including these videos, seem to emphasise their sociability with humans, association with domestic space, independence and aloofness, and intelligence and secretiveness. I am interested in what distinguishes the pleasures of cat videos from other manifestations of cats in folklore and popular culture such as maneki-neko and fictional cats. Even within Internet culture, I’m focusing on live action cat videos, rather than lolcats, animated cats, or dog videos, though these are useful points of contrast. The Walker’s cat video primer also introduces us to the popular discourses accounting for the widespread appeal of these videos: cats have global reach beyond language, audiences can project their own thoughts and feelings onto cats, cats are cute, and they make people feel good. These discourses circulate in popular conversation, and are promoted by YouTube itself. These suggestions do not seem to account for the specific pleasures of cat videos, beyond the predominance of cats in culture more broadly. The cat videos popular on the Internet tend to feature several key characteristics. They are generated by users, shot on a mobile device such as a phone, and set in a domestic environment. They employ an observational mode, which Bill Nichols has described as a noninterventionist type of documentary film associated with traditions of direct cinema and cinema verite, where form and style yields to the profilmic event. In the spirit of their observational mode, cat videos feature minimal sound and language, negligible editing and short duration. As Leah Shafer notes, cat videos record, “’live’ events, they are mostly shot by ‘amateurs’ with access to emerging technologies, and they dramatize the familiar.” For example, the one-minute video Cat vs Printer comprises a single, hand-held shot observing the cat, and the action is underlined by the printer’s beep and the sounds created by the cat’s movements. The patterned wallpaper suggests a domestic location, and the presence of the cat itself symbolises domesticity. These features typically combine to produce impressions of universality, intimacy and spontaneity – impressions commonly labelled ‘cute’. The cat’s cuteness is also embodied in its confusion and surprise at the printer’s movements: it is a simpleton, and we can laugh at its lack of understanding of the basic appurtenances of the modern world. Cat videos present minimalist narratives, focused on an instant of spectacle. A typical cat video establishes a state of calm, then suddenly disrupts it. The cat is usually the active agent of change, though chance also frequently plays a significant role. The pervasiveness of this structure means that viewers familiar with the form may even anticipate a serendipitous event. The disruption prompts a surprising or comic effect for the viewer, and this is a key part of the video’s pleasure. For example, in Cat vs Printer, the establishing scenario is the cat intently watching the printer, a presumably quotidian scene, which escalates when the cat begins to smack the moving paper. The narrative climaxes in the final two seconds of the video, when the cat strikes the paper so hard that the printer tray bounces, and the surprised cat falls off its stool. The video ends abruptly. This disruption also takes the viewer by surprise (at least it does the first time you watch it). The terse ending, and lack of resolution or denouement, encourages the viewer to replay the video. The minimal narrative effectively builds expectation for a moment of surprise. These characteristics of style and form typify a popular body of work, though there is variation, and the millions of cat videos on YouTube might be best accounted for by various subgenres. The most popular cat videos seem to have the most sudden and striking disruptions as well as the most abrupt endings. They seem the most dramatic and spontaneous. There are also thousands of cat videos with minor disruptions, and some with brazenly staged events. Increasingly, there is obvious use of postproduction techniques, including editing and music. A growing preponderance of compilations attests to the videos’ “spreadability” (Jenkins, Ford, and Green). The conventional formal structure of these videos effectively homogenises the cat, as if there is a single cat performing in millions of videos. Indeed, YouTube comments often suggest a likeness between the cat represented in the video and the commenter’s own cat. In this sense, the cuteness so readily identified has an homogenising effect. It also has the effect of distinguishing cats as a species from other animals, as it confounds common conceptions of all (other) animals as fundamentally alike in their essential difference from the human (animal). Cat videos are often appreciated for what they reveal about cats in general, rather than for each cat’s individuality. In this way, cat videos symbolise a generic feline cuteness, rather than identify a particular cat as cute. The cats of YouTube act “as an allegory for all the cats of the earth, the felines that traverse myths and religions, literature and fables” (Derrida 374). Each cat swiping objects off shelves, stealing the bed of a dog, leaping onto a kitchen bench is the paradigmatic cat, the species exemplar. Mode of Spectatorship, Mode of Performance: Cat Videos, Film History and Dog Videos Cat videos share some common features with early cinema. In his analysis of the “Aesthetic of Astonishment,” which dominated films until about 1904, film historian Tom Gunning argues that the short, single shot films of this era are characterised by exciting audience curiosity and fulfilling it with visual shocks and thrills. It is easy to see how this might describe the experience of watching Cat vs Printer or Thomas Edison’s Electrocution of an Elephant from 1903. The thrill of revelation at the end of Cat vs Printer is more significant than the minimal narrative it completes, and the most popular videos seem to heighten this shock. Further, like a rainy afternoon spent clicking the play button on a sequence of YouTube’s suggested videos, these early short films were also viewed in variety format as a series of attractions. Indeed, as Leah Shafer notes, some of these early films even featured cats, such as Professor Welton’s Boxing Cats from 1894. Each film offered a moment of spectacle, which thrilled the modern viewer. Gunning argues that these early films are distinguished by a particular relationship between spectator and film. They display blatant exhibitionism, and address their viewer directly. This highlights the thrill of disruption: “The directness of this act of display allows an emphasis on the thrill itself – the immediate reaction of the viewer” (Gunning “Astonishment” 122). This is produced both within the staging of the film itself as players look directly at the camera, and by the mode of exhibition, where a showman primes the audience verbally for a moment of revelation. Importantly, Gunning argues that this mode of spectatorship differs from how viewers watch narrative films, which later came to dominate our film and television screens: “These early films explicitly acknowledge their spectator, seeming to reach outwards and confront. Contemplative absorption is impossible here” (“Astonishment” 123). Gunning’s emphasis on a particular mode of spectatorship is significant for our understanding of pet videos. His description of early cinema has numerous similarities with cat videos, to be sure, but seems to describe more precisely the mode of spectatorship engendered by typical dog videos. Dog videos are also popular online, and are marked by a mode of performance, where the dogs seem to present self-consciously for the camera. Dogs often appear to look at the camera directly, although they are probably actually reading the eyes of the camera operator. One of the most popular dog videos, Ultimate dog tease, features a dog who appears to look into the camera and engage in conversation with the camera operator. It has the same domestic setting, mobile camera and short duration as the typical cat video, but, unlike the cat attacking the printer, this dog is clearly aware of being watched. Like the exhibitionistic “Cinema of Attractions,” it is marked by “the recurring look at the camera by [canine] actors. This action which is later perceived as spoiling the realistic illusion of the cinema, is here undertaken with brio, establishing contact with the audience” (Gunning “Attractions” 64). Dog videos frequently feature dogs performing on command, such as the countless iterations of dogs fetching beverages from refrigerators, or at least behaving predictably, such as dogs jumping in the bath. Indeed, the scenario often seems to be set up, whereas cat videos more often seem to be captured fortuitously. The humour of dog videos often comes from the very predictability of their behaviour, such as repeatedly fetching or rolling in mud. In an ultimate performance of self-consciousness, dogs even seem to act out guilt and shame for their observers. Similarly, baby videos are also popular online and were popular in early cinema, and babies also tend to look at the camera directly, showing that they are aware of bring watched. This emphasis on exhibitionism and modes of spectatorship helps us hone in on the uniqueness of cat videos. Unlike the dogs of YouTube, cats typically seem unaware of their observers; they refuse to look at the camera and “display their visibility” (Gunning “Attractions,” 64). This fits with popular discourses of cats as independent and aloof, untrainable and untameable. Cat videos employ a unique mode of observation: we observe the cat, who is unencumbered by our scrutiny. Feline Performance in a World of Pervasive Surveillance This is an aesthetic of surveillance without inhibition, which heightens the impressions of immediacy and authenticity. The very existence of so many cat videos online is a consequence of camera ubiquity, where video cameras have become integrated with common communications devices. Thousands of cameras are constantly ready to capture these quotidian scenes, and feed the massive economy of user-generated content. Cat videos are obviously created and distributed by humans, a purposeful labour to produce entertainment for viewers. Cat videos are never simply a feline performance, but a performance of human interaction with the cat. The human act of observation is an active engagement with the other. Further, the act of recording is a performance of wielding the camera, and often also through image or voice. The cat video is a companion performance, which is part of an ongoing relationship between that human and that other animal. It carries strong associations with regimes of epistemological power and physical domination through histories of visual study, mastery and colonisation. The activity of the human creator seems to contrast with the behaviour of the cat in these videos, who appears unaware of being watched. The cats’ apparent uninhibited behaviour gives the viewer the illusion of voyeuristically catching a glimpse of a self-sufficient world. It carries connotations of authenticity, as the appearance of interaction and intervention is minimised, like the ideal of ‘fly on the wall’ documentary (Nichols). This lack of self-consciousness and sense of authenticity are key to their reception as ‘cute’ videos. Interestingly, one of the reasons that audiences may find this mode of observation so accessible and engaging, is because it heeds the conventions of the fourth wall in the dominant style of fiction film and television, which presents an hermetically sealed diegesis. This unselfconscious performance of cats in online videos is key, because it embodies a complex relationship with the surveillance that dominates contemporary culture. David Lyon describes surveillance as “any focused attention to personal details for the purposes of influence, management, or control” (“Everyday” 1) and Mark Andrejevic defines monitoring as “the collection of information, with or without the knowledge of users, that has actual or speculative economic value” (“Enclosure” 297). We live in an environment where social control is based on information, collected and crunched by governments, corporations, our peers, and ourselves. The rampancy of surveillance has increased in recent decades in a number of ways. Firstly, technological advances have made the recording, sorting and analysis of data more readily available. Although we might be particularly aware of the gaze of the camera when we stand in line at the supermarket checkout or have an iPhone pointed at our face, many surveillance technologies are hidden points of data collection, which track our grocery purchases, text messages to family and online viewing. Surveillance is increasingly mediated through digital technologies. Secondly, surveillance data is becoming increasingly privatised and monetised, so there is strengthening market demand for consumer information. Finally, surveillance was once associated chiefly with institutions of the state, or with corporations, but the process is increasingly “lateral,” involving peer-to-peer surveillance and self-surveillance in the realms of leisure and domestic life (Andrejevic “Enclosure,” 301). Cat videos occupy a fascinating position within this context of pervasive surveillance, and offer complex thrills for audiences. The Unselfconscious Pleasures of Cat Videos Unselfconsciousness of feline performance in cat videos invites contradictory pleasures. Firstly, cat videos offer viewers the fantasy of escaping surveillance. The disciplinary effect of surveillance means that we modify our behaviour based on a presumption of constant observation; we are managed and manipulated as much by ourselves as we are by others. This discipline is the defining condition of industrial society, as described by Foucault. In an age of traffic cameras, Big Brother, CCTV, the selfie pout, and Google Glass, modern subjects are oppressed by the weight of observation to constantly manage their personal performance. Unselfconsciousness is associated with privacy, intimacy, naivety and, increasingly, with impossibility. By allowing us to project onto the experience of their protagonists, cat videos invite us to imagine a world where we are not constantly aware of being watched, of being under surveillance by both human beings and technology. This projection is enabled by discourse, which constructs cats as independent and aloof, a libertarian ideal. It provides the potential for liberation from technologized social surveillance, and from the concomitant self-discipline of our docile bodies. The uninhibited performance of cats in online videos offers viewers the prospect that it is possible to live without the gaze of surveillance. Through cat videos, we celebrate the untameable. Cats model a liberated uninhibitedness viewers can only desire. The apparent unselfconsciousness of feline performance is analogous to Derrida’s conception of animal nakedness: the nudity of animals is significant, because it is a key feature which distinguishes them from humans, but at the same time there is no sense of the concept of nakedness outside of human culture. Similarly, a performance uninhibited by observation seems beyond humans in contemporary culture, and implies a freedom from social expectations, but there is also little suggestion that cats would act differently if they knew they were observed. We interpret cats’ independence as natural, and take pleasure in cats’ naturalness. This lack of inhibition is cute in the sense that it is attractive to the viewer, but also in the sense that it is naïve to imagine a world beyond surveillance, a freedom from being watched. Secondly, we take pleasure in the power of observing another. Surveillance is based on asymmetrical regimes of power, and the position of observer, recorder, collator is usually more powerful than the subject of their gaze. We enjoy the pleasure of wielding the unequal gaze, whether we hit the “record” button ourselves or just the “play” button. In this way, we celebrate our capacity to contain the cat, who has historically proven conceptually uncontainable. Yet, the cats’ unselfconsciousness means we can absolve ourselves of their exploitation. Looking back at the observer, or the camera, is often interpreted as a confrontational move. Cats in videos do not confront their viewer, do not resist the gaze thrown on them. They accept the role of subject without protest; they perform cuteness without resistance. We internalise the strategies of surveillance so deeply that we emulate its practices in our intimate relationships with domestic animals. Cats do not glare back at us, accusingly, as dogs do, to remind us we are exerting power over them. The lack of inhibition of cats in online videos means that we can exercise the power of surveillance without confronting the oppression this implies. Cat videos offer the illusion of watching the other without disturbing it, brandishing the weapon without acknowledging the violence of its impact. There is a logical tension between these dual pleasures of cat videos: we want to escape surveillance, while exerting it. The Work of Cat Videos in ‘Liquid Surveillance’ These contradictory pleasures in fact speak to the complicated nature of surveillance in the era of “produsage,” when the value chain of media has transformed along with traditional roles of production and consumption (Bruns). Christian Fuchs argues that the contemporary media environment has complicated the dynamics of surveillance, and blurred the lines between subject and object (304). We both create and consume cat videos; we are commodified as audience and sold on as data. YouTube is the most popular site for sharing cat videos, and a subsidiary of Google, the world’s most visited website and a company which makes billions of dollars from gathering, collating, storing, assessing, and trading our data. While we watch cat videos on YouTube, they are also harvesting information about our every click, collating it with our other online behaviour, targeting ads at us based on our specific profile, and also selling this data on to others. YouTube is, in fact, a key tool of what David Lyon calls “liquid surveillance” after the work of Zygmunt Bauman, because it participates in the reduction of millions of bodies into data circulating at the service of consumer society (Lyon “Liquid”). Your views of cats purring and pouncing are counted and monetised, you are profiled and targeted for further consumption. YouTube did not create the imbalance of power implied by these mechanisms of surveillance, but it is instrumental in automating, amplifying, and extending this power (Andrejevic “Lateral,” 396). Zygmunt Bauman argues that in consumer society we are increasingly seduced to willingly subject ourselves to surveillance (Lyon “Liquid”), and who better than the cute kitty to seduce us? Our increasingly active role in “produsage” media platforms such as YouTube enables us to perform what Andrejevic calls “the work of being watched” (“Work”). When we upload, play, view, like and comment on cat videos, we facilitate our own surveillance. We watch cat videos for the contradictory pleasures they offer us, as we navigate and negotiate the overwhelming surveillance of consumer society. Cat videos remind us of the perpetual possibility of observation, and suggest the prospect of escaping it. ReferencesAndrejevic, Mark. “The Work of Being Watched: Interactive Media and the Exploitation of Self-Disclosure.” Critical Studies in Media Communication 19.2 (2002): 230-248. Andrejevic, Mark. “The Discipline of Watching: Detection, Risk, and Lateral Surveillance.” Critical Studies in Media Communication 23.5 (2006): 391-407. Andrejevic, Mark. “Surveillance in the Digital Enclosure.” The Communication Review 10.4 (2007): 295-317. Berners-Lee, Tim. “Ask Me Anything.” Reddit, 12 March 2014. 29 Apr. 2014 ‹http://www.reddit.com/r/IAmA/comments/2091d4/i_am_tim_bernerslee_i_invented_the_www_25_years/cg0wpma›. Bruns, Axel. Blogs, Wikipedia, Second Life and Beyond: From Production to Produsage. New York: Peter Lang, 2008. Derrida, Jacques. The Animal That Therefore I Am. New York: Fordham University Press, 2008. Project MUSE, 4 Mar. 2014. 29 Apr. 2014 ‹http://muse.jhu.edu/›. Driscoll, Carlos A., et al. "The Taming of the Cat." Scientific American 300.6 (2009): 68-75. Foucault, Michel. Discipline and Punish: The Birth of the Prison. Trans. Alan Sheridan. New York: Random House, 1995. Fuchs, Christian. “Web 2.0, Prosumption, and Surveillance.” Surveillance & Society 8.3 (2011): 288-309. Gunning, Tom. “An Aesthetic of Astonishment: Early Film and the Incredulous Spectator.” Viewing Positions: Ways of Seeing Film. Ed. Linda Williams. New Brunswick, NJ: Rutgers UP, 1995. 114-133. Gunning, Tom. "The Cinema of Attractions: Early Film, Its Spectator and the Avant-Garde." Wide Angle 8.3-4 (1986): 63-70. Hepola, Sarah. “The Internet Is Made of Kittens.” Salon, 11 Feb 2009. 29 Apr. 2014 ‹http://www.salon.com/2009/02/10/cat_internet/›. Jenkins, Henry, Sam Ford, and Joshua Green. Spreadable Media: Creating Value and Meaning in a Network Culture. New York: NYU Press, 2013. Lyon, David. “Liquid Surveillance: The Contribution of Zygmunt Bauman to Surveillance Studies.” International Political Sociology 4 (2010): 325–338 Lyon, David. “Surveillance, Power and Everyday Life.” In Robin Mansell et al., eds., Oxford Handbook of Information and Communication Technologies. Oxford: Oxford Handbooks, 2007. 449-472. 29 Apr. 2014 ‹http://www.sscqueens.org/sites/default/files/oxford_handbook.pdf›. Nichols, Bill. Introduction to Documentary. 2nd ed. Bloomington: Indiana University Press, 2010. Rogers, Katharine. The Cat and the Human Imagination: Feline Images from Bast to Garfield. Ann Arbor, MI: University of Michigan Press, 2001. Shafer, Leah. “I Can Haz an Internet Aesthetic?!? LOLCats and the Digital Marketplace.” Paper presented at the Northeast Popular/American Culture Association Conference, St. John Fisher College, Rochester, New York, 2012. 5 Mar. 2014 ‹http://fisherpub.sjfc.edu/cgi/viewcontent.cgi?article=1094&context=nepca›.

Abstract:

Last year, the ABC’s Media Watch (17 Oct. 2005) noted the continuing outrage in the tabloid media over “the dirtiest house in NSW”. The program took issue with Sydney newspaper The Daily Telegraph, and the descriptor “exclusive” attached to their article on a property in beachside Bondi (9 Oct. 2005). In fact, as Media Watch pointed out, Channel Seven’s current affairs flagship Today Tonight had already made repeat visits to the residence. A Current Affair, Channel Nine’s rival show, as well as Bondi’s local newspaper also offered coverage. However, I am interested not in the number of times the story appeared – though this is certainly a symptom of what I do want to talk about. Instead, I want to consider the affect generated by this reportage. In turn, I want to consider what this reveals about our attitudes to refuse, and how these attitudes work to constitute social order in capitalist discourse. The overwhelming affective register of the language deployed to speak about the house is disgust. Adam Bell in The Sunday Telegraph paints a visceral picture entitled “A stinking mess”. He writes that the Bondi premises are engulfed in a stinking three-metre high pile of decaying rubbish that poses a serious health and safety risk. … Stacked with empty boxes, beer cartons, broken furniture, canned fruit, newspapers and cardboard, the waste dump fills the entire front and backyards of the house and spills onto the street. On hot days, the stench of the rotting garbage is detected blocks away while at night, rats and cockroaches are regularly seen running in and out of the mess. … The rubbish is piled so high only the roof of the 1920s Californian bungalow is clearly visible from the front. (9 Oct. 2005) Bell’s follow-up speaks of “the huge pile of filth at the infamous Bondi rubbish house” and of “a team of cleaners dressed in forensic ‘space suits’” (27 Nov. 2005). Other News Limited journalists who subsequently visited the site conjured similar imagery (Goldner; Cummings). Television was not to be outdone: Today Tonight called it “the house from hell”, whilst A Current Affair focused on the “disgraceful pile of rat-infested rubbish [that] just gets higher and higher” (Media Watch). The tonality of the language is a dimension of the prevalent discourse of “aspirationalism” that is central to the popularist politics of Australian Prime Minister John Howard. One key signifier of “aspiration” is property ownership expressed through the rhetoric of the “home.” The affective dimension of the reporting—the disgust—stems from the disjuncture of the exalted (Bondi Beach, high property values) and the abject (refuse). It is a tool used to discursively fix the inappropriate physical and social location of the refuse so as to locate what is culturally valued. Bell’s initial article mentions no less than three times in 600 words that the house is a “million dollar property” and is “located in one of Sydney’s most prestigious and expensive suburbs” (9 Oct. 2005). His second article also mentioned the property’s value (27 Nov. 2005), as did another article by a colleague at The Daily Telegraph (9 Dec. 2005). Today Tonight emphasized that the house was in “an exclusive beachside suburb” and that it was “smack bang in the middle of one of Australia’s most expensive and best known suburbs” (Media Watch). William Ian Miller in Anatomy of Disgust explains how the affective response to an encounter like the one with Bondi’s “rubbish house” can be attributed to feelings about organisation. Miller positions disgust as “a strong sense of aversion to something perceived as dangerous because of its danger to contaminate, infect, or pollute by proximity, contact or ingestion” (2). In other words, disgust is the product of an aversion to something that breaches the lines of containment, and therefore signals a threat to established order. The body – a network of physiological and neurological processes, which constitute multiple systems of order in their own right – cannot cope with such a breakdown and reacts accordingly. David Trotter elaborates: Psychological activity [is] an attempt to impose order on experience: bodily paroxysm is a way of confronting and resolving urgent abstract dilemmas. According to this view, you vomit because you have lost confidence in your ability to make sense of the world: your ability to categorize, order, explain, or tell stories about what has happened to you. Disgust is the product of conceptual trauma. (158-9) The “conceptual trauma” in the case of Bondi’s “rubbish house” is a reaction to a transgression of the order of capitalist social space, which then becomes a discursive conduit for its hegemonic renewal. Indeed, the concern with the malfunction in social order that the misplaced refuse represents confirms what anthropologist Mary Douglas has been telling us for some time: If we can abstract pathogenicity and hygiene from our notion of dirt, we are left with the old definition of dirt as matter out of place. This is a very suggestive approach. It implies two conditions: a set of ordered relations and a contravention of that order. Dirt then, is never a unique, isolated event. Where there is dirt there is a system. Dirt is the by-product of a systematic ordering and classification of matter, in so far as ordering involves rejecting inappropriate elements. (36) Certainly, the associated health risks to Mary Bobolas, the house’s owner/occupier, and the wider community from her hoarding are not purely ideological. However, it is impossible to divorce the social discourses surrounding refuse from the series of social and technological developments that Dominique Laporte in his History of Shit calls the “privatisation” of waste (28). The social and technical apparatuses which enable dominant sociogenetic attitudes regarding refuse include the increasing emphasis on private property, the emergence of the family unit as the primary site for the coalescence of socializing forces and inventions such as the toilet (Elias 137-40). Laporte believes that this process in instrumental in creating the individuated, capitalist subject, which, in the context of contemporary Australian capitalist discourse, is the middle-class homeowner. The construction of complex regulatory architecture to manage practices and tastes substantiates American novelist Don DeLillo’s proposal that civilisation did not rise and flourish as men hammered out hunting scenes on bronze gates and whispered philosophy under the stars, with garbage as a noisome offshoot, swept away and forgotten. No, garbage came first, inciting people to build a civilization in response, in self-defense. We had to find ways to discard our waste, to use what we couldn’t discard, to reprocess what we couldn’t use. … Consume or die. That’s the mandate of the culture. And it all ends up in the dump. We make stupendous amounts of garbage, then we react to it, not only technologically but in our hearts and minds. We let it shape us. We let it control our thinking. Garbage comes first, then we build a system to deal with it. (287-8) Most of the systems to which DeLillo refers are designed to counter the visibility of refuse and channel it to a demarcated, separate space. This is the paradox of refuse: our sense of order depends upon it, yet in affluent society we are anxious about confronting it. Over the years, Bondi Beach has been sanitised both materially and socially. The sewage outfall is a heritage site and the area is no longer working class. Yet, it seems the shit is still washing up on the shore: significantly, the refuse Bobolas accumulates is other people’s rubbish collected from “the streets, garbage bins and council clean-ups” (Bell 9 Oct. 2005). It is produced by the very homeowners whose disgust is so palpable. However, the media coverage of the “rubbish house” does not merely remind the rich and famous residents of their own refuse, nor does it function as a critique of conspicuous consumption. The media event of the “rubbish house” illustrates how “matter out of place” and the resulting affect of disgust are exploited discursively by hegemonic culture in order to maintain the ideology of “aspirationalism” and reiterate the wider capitalist project. References Bell, Adam. “A Stinking Mess – Mountain of Garbage in Sydney Yard.” Sunday Telegraph [Sydney] 9 Oct. 2005: 9. Bell, Adam. “End of the Dirt House.” Sunday Telegraph [Sydney] 27 Nov. 2005: 17. Cummings, Larissa. “Bondi Mountain of Rubbish Rises Again.” Daily Telegraph [Sydney] 20 May 2006: 15. DeLillo, Don. Underworld. New York: Scribner, 1997. Douglas, Mary. Purity and Danger: An Analysis of Concepts of Pollution and Taboo. London: Routledge, 2002. Elias, Norbert. The Civilising Process: The History of Manners: Sociogenetic and Psychogenetic Investigations. Trans. Edmund Jephcott. Oxford: Basil Blackwell, 1978. Goldner, Viva. “Rage over Rubbish – Daughters Defend Garbage Mountain.” Daily Telegraph [Sydney] 9 Dec. 2005: 17. Laporte, Dominique. History of Shit. Cambridge, Mass: MIT P, 2002. Media Watch. ABC TV. 17 Oct. 2005. Transcript. 23 Jul 2006 http://www.abc. net.au/mediawatch/transcripts/s1483767.htm. net.au/mediawatch/transcripts/s1483767.htm> Miller, William Ian. The Anatomy of Disgust. Cambridge, Mass & London: Harvard UP, 1997. Trotter, David. Cooking with Mud: The Idea of Mess in Nineteenth-Century Art and Fiction. Oxford: Oxford UP, 2000. Citation reference for this article MLA Style Seale, Kirsten. "Location, Location: Situating Bondi’s “Rubbish House”." M/C Journal 9.5 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0610/07-seale.php>. APA Style Seale, K. (Nov. 2006) "Location, Location: Situating Bondi’s “Rubbish House”," M/C Journal, 9(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0610/07-seale.php>.

Abstract:

Carrier, Roch. The Hockey Sweater: 30th Anniversary Edition. Illus. Sheldon Cohen. Trans. Sheila Fischman. Toronto: Tundra Books, 2014. PrintWhat can one say about “The Hockey Sweater”? Could we simply say it is “most beloved”? No, that was used by Ken Dryden. How about “undeniably a Canadian classic” or “iconic depiction of a truly Canadian experience”? Nope, both done ( by Stephen Harper and Justin Trudeau respectively). Maybe, “will always stand the test of time”? That was taken by Cassie Campbell-Pascall. Could we even go all out and call it the “Bible” of “the Canadian religion”? Roy MacGregor claimed that one. Indeed, the 30th Anniversary Edition has these and more fascinating testimonials by a Who’s Who of Canadian culture.Perhaps, one could highlight why you would add the 30th anniversary edition to your collection (not already having it is reason enough!). This full reproduction of the 1984 illustrated version includes some interesting background by Roch Carrier himself. For example, he reflects on the unexpected popularity of the story (it was originally a last-minute essay for a CBC radio time slot that couldn’t be cancelled) and also relates the challenge for Sheldon Cohen to come up with only thirteen illustrations out of the 10,000 he used for the animated film (the illustrated book – though not the published short story from the radio essay – came after the film). I don’t know about your copies, but mine are a flimsy paperback and a VHS tape, so a longer-lasting hard-cover and DVD would be good (did I mention a DVD of the National Film Board film is included)?If you need more, how about inspiration to do some historical digging? I was inspired to see if the University of Alberta library had the Eaton’s catalogue for the winter of 1946. Fortunately, we do have it on a microfilm (which is always fun to use); unfortunately, the focus is not great. I wasn’t sure whether to look in the Fall/Winter 1945-46 catalogue (if Roch’s story took place in January/February 1946) or in the Fall/Winter 1946-47 (if it was November/December 1946) but that’s the sort of thing historians tend to worry about. The entries are almost identical except the price had increased from $1.65 to $1.75 for “boys’ sizes 28 to 34-inch chest” – so hopefully Monsieur Eaton sent Mrs. Carrier the correct change she asked for. The catalogue text says “many a Canadian boy has his idol in the N.H.L. and wants to have a sweater to represent his favorite team or player.” How intriguing is it that this almost summarizes the story perfectly. Also, only four team jerseys are offered for sale (Toronto, Montreal, Detroit, and New York but not Boston or Chicago); why was that? I won’t even get into whether “jersey” or “sweater” is correct (hint: Eaton’s uses both).It turns out there is lots of material on the internet as well. Here are just a few:Roch Carrier reading the whole story (not the abridged text in the film) and Peter Gzowski responding with his own hockey story. From the CBC digital archives http://www.cbc.ca/player/Digital+Archives/ID/1752124840/A virtual museum exhibit on the history of Canadian mail-order catalogues with a whole section on Roch Carrier and The Hockey Sweater. From the Canadian Museum of History http://www.historymuseum.ca/cmc/exhibitions/cpm/catalog/cat2208e.shtml#050A 2014 CBC interview with Roch Carrier for the 30th Anniversary Edition of the book. http://www.cbc.ca/news/canada/montreal/the-hockey-sweater-by-roch-carrier-celebrates-30-years-1.2845752The 1980 film itself. From NFB https://www.nfb.ca/film/sweater (or in French https://www.nfb.ca/film/chandail_le) A cleaner digitization (than the microfilms in our library) of the hockey sweater page from Eaton’s Fall and Winter 1948-1949 catalogue. However, the entry is completely different than 1946 with all six NHL jerseys offered and price jump to $2.15. From Library and Archives Canada: http://www.collectionscanada.gc.ca/cmc/009002-119.01-e.php?&page_ecopy=nlc003958.490&&&&&&PHPSESSID=t03oo56jrsil3o0q9v5esobn02There are some things I’m still wondering about. Is the story as iconic in French as it is in English? If not, is there something about Sheila Fischman’s translation that makes it so special? (translators seldom get enough credit). The short story version appears in two collections (one English, one French) before the film and illustrated book came out, so was it immediately popular or was it the animations, illustrations, and Roch Carrier’s own beautifully accented narration that created the magic? And, where can I see the symphony version composed by Abigail Richardson who was apparently introduced to it “in grade three when a librarian read it to [her] school class”?I guess there is a lot to say, after all. Like, Roch Carrier was the National Librarian of Canada. He has written many other great stories. A quote from “The Hockey Sweater” and “Le Chandail de hockey” (or is it from “Une abominable feuille d’érable sur la glace”) was on the five-dollar bill. And more …, but I will stop here and let you explore on your own - if you even got this far without jumping up to go read and watch and listen to the real thing. Which you should do. Now. Stop reading and go! P.S., it was suggested I add a short synopsis.Young Quebec boy outgrows his favourite Montreal Canadians jersey. His mom orders a new one. Eaton’s mistakenly sends a Toronto Maple Leafs one. Boy has temper tantrum. Pragmatic mother convinces him to wear it. Boy is ostracized at the local rink; throws another tantrum. The young curate orders him to church to pray for forgiveness. Boy prays for “a hundred million moths” instead.Hmm, Carrier and Cohen’s version is much better. Read and watch theirs instead!Highly Recommended: 4 out of 4 starsReviewer: David SulzDavid is a Public Services Librarian at University of Alberta and liaison librarian to Economics, Religious Studies, and Social Work. He has university studies in Library Studies, History, Elementary Education, Japanese, and Economics; he formerly taught in schools and museums. His interests include physical activity, music, home improvements, and above all, things Japanese.

Abstract:

I recently undertook the unenviable task of moving house and amidst all the packing, puffing, panting and paying-through-the-nose for various services and utilities one thing caught my attention. The living room essentially laid itself out with little or no human input (apart from puffing and panting of course), and it did so all in relation to a single small hole in the wall of approximately one centimetre in diameter: the TV jack. So this article stems from that observation, and from the fact that so many of the living rooms one enters have almost exactly the same general configuration as mine. Sofas, or lounge chairs, or recliners, or beanbags, or cushions (or even hard wooden benches for the more puritan amongst us), or any combination of all or any of these, all facing more or less in the direction of a relatively small rectangular screen. There was a time when chairs in a room tended to face each other (so that the people sitting in them could also face each other and have a conversation, I guess). In colder climates, like the one I came from, the seating used to be aligned towards the fire, the heart(h) of the house; now it invariably faces the TV. There's nothing natural about this orientation of course, though like many such things it does seem to happen almost naturally. Like many new technologies before and since, the arrival of the television into the home was generally met with a curious mixture of enthusiasm, ambivalence and hesitation. Lynn Spigel notes, for example, how American women's magazines of the 1940s and 1950s largely responded in such a fashion when they began attempting to negotiate, on behalf of their readers, the integration of the shiny new devices, and the endless potential for pleasure and distraction that they offered, into the existing domestic space which had hitherto mostly represented a somewhat duller mixture of various chores and responsibilities (Ang 133). Where should the TV be placed, both in a physical and cultural sense, in order that the home might continue to function efficiently? But fifty years later the home is arguably less a site of work and more a site of recreation, and the laying out of one's living room has become an almost automatic process. It requires an effort of concentration not to have the TV dominating the relaxation space, it is remarkable to find a home without one -- in the 'developed' world anyway. What is our society like, then, now that this dominating little screen has so thoroughly invaded our homes? One way of beginning to address this question might be through what Igor Kopytoff called the biography of the thing. The idea is that just as people have biographies, so too can things, objects, commodities be thought of as having biographies. And just as the recorded life of a human being may illuminate the dynamic cultural or social context in which it is, or was, lived, so too can the recorded 'life' of something like television illuminate the socio-cultural formations and transformations that occurred, or are occurring in the context within which that 'life' is 'lived' (Silverstone et al. 17). The biography of television would most probably record a life in progress which has so far grown from a monochromatic, single channel, unarchived infancy into a multicoloured, multichannelled, recorded (and often repeated)... and here the metaphor fails me: is television an 'adult' yet? Or is it still more like a petulant and self obsessed adolescent? Whatever it is, it certainly demands a lot of attention. But does it get it? Or to be more precise, what is the quality of the attention it receives? As Ien Ang points out, when you actually spend your hard earned dollars buying a TV what you're also getting, for the same cheap price, is potential access to all the available broadcast television output. In return for this bargain you are supposed to forthwith expose yourself to as much of this output as you possibly can, including (and indeed most importantly) the commercials that punctuate and pay for it. You theoretically become part of an Audience, a commodity to be measured, bought, and sold by TV stations and Advertisers; you theoretically are supposed to sit in those chairs that almost inevitably face the TV; and pay attention Godammit! Yes, there is, strange as it may seem, a right way and a wrong way to watch TV, from the point of view of the industry, that is. But of course, nobody ever does that: people don't pay attention, they walk out and put on the kettle during the ads, they channel-surf, they record programmes to watch later, fast forwarding through the ads. Realistically, television viewing for the majority of us is a bizarre behaviour made up of probably fairly equal parts of watching and nonwatching (Ang 139). And of course now there is an ever increasing threat to the domination of the small screen coming from a slightly smaller, but nevertheless strongly attention-snatching screen. This second screen doesn't have its spatial position in the home quite worked out yet: sometimes it's in the living area, sometimes it's hidden away in a bedroom, or study, or some other nook or cranny (my brother has his beside the laundry). But it's getting there. Of course moves are afoot to blend the two screens together: Sony, for example, sell a thing called a Web TV Internet Terminal® which "puts the Web where it really belongs, on your big-screen TV" ("Sony Brings"). All you need is a television (check), a standard phone line (check), and a thumb (check, in fact I've got two). Yes indeed, using "One Thumb Browsing® technology" ("Everything") -- yes, they really call it that, and what's more they've registered it as a trademark -- you too can "read bulletin boards for expert information on an incredible range of special interests. Join groups that let you share ideas and opinions. Or send and receive e-mail messages faster than any overnight service" ("Sony Brings"). The question remains: will we ever be able to look away? References Ang, Ien. "Living-Room Wars: New Technologies, Audience Measurement and the Tactics of Television Consumption." Silverstone and Hirsch 131-45. "Everything You Want and Need." Sony Electronics Inc. Webpages. 1997. 10 Mar. 1999 <http://www.sel.sony.com/SEL/webtv/every/every.php>. Silverstone, Roger, et al. "Information and Communication Technologies and the Moral Economy of the Household." Silverstone and Hirsch 15-31. Silverstone, Roger, and Eric Hirsch, eds. Consuming Technologies: Media and Information in Domestic Spaces. London: Routledge, 1994. "Sony Brings the Internet to Your TV." Sony Electronics Inc. Webpages. 1997. 10 Mar. 1999 <http://www.sel.sony.com/SEL/webtv/nettotv/nettotv.php>. Citation reference for this article MLA style: Paul Mc Cormack. "Screen II: The Invasion of the Attention Snatchers." M/C: A Journal of Media and Culture 2.2 (1999). [your date of access] <http://www.uq.edu.au/mc/9903/screen.php>. Chicago style: Paul Mc Cormack, "Screen II: The Invasion of the Attention Snatchers," M/C: A Journal of Media and Culture 2, no. 2 (1999), <http://www.uq.edu.au/mc/9903/screen.php> ([your date of access]). APA style: Paul Mc Cormack. (1999) Screen II: the invasion of the attention snatchers. M/C: A Journal of Media and Culture 2(2). <http://www.uq.edu.au/mc/9903/screen.php> ([your date of access]).

Abstract:

IntroductionCroquembouche, blast chillers, and plating up—these terms have become normal to ordinary Australians despite Adriano Zumbo’s croquembouche recipe taking more than two hours to complete and blast chillers costing thousands of dollars. Network Ten’s reality talent quest MasterChef Australia (MCA) has brought fine dining and “foodie” culture to a mass audience who have responded enthusiastically. Vicariously “tasting” this once niche lifestyle is empowering viewers to integrate aspects of “foodie” culture into their everyday lives. It helps them become “everyday foodies.” “Everyday foodies” are individuals who embrace and incorporate an appreciation of gourmet food culture into their existing lifestyles, but feel limited by time, money, health, or confidence. So while a croquembouche and blast chiller may be beyond a MCA viewer’s reach, these aspects of “foodie” culture can still be enjoyed via the program. The rise of the “everyday foodie” challenges criticisms of vicarious consumption and negative discourses about reality and lifestyle television. Examining the very different and specific ways in which three MCA-viewing households vicariously experience gourmet food in their adoption of the “everyday foodie” lifestyle will demonstrate the positive value of vicarious consumption through reality and lifestyle programming. A brief background on the MCA phenomenon will be provided before a review of existing literature regarding vicarious consumption and tensions in the reality and lifestyle television field. Three case studies of MCA-viewing households who use vicarious consumption to satisfy “foodie” cravings and broaden their cultural tastes will be presented. Adapted from the United Kingdom’s MasterChef, which has aired since 1990, MCA has proven to be a catalyst for the “cheffing up” of the nation’s food culture. Twenty-odd amateur cooks compete in a series of challenges, guided, and critiqued by judges George Calombaris, Gary Mehigan, and Matt Preston. Contestants are eliminated as they move through a series of challenges, until one cook remains and is crowned the Master Chef of that series. Network Ten’s launch of MCA in 2009 capitalised on the popularity of reality talent quests that grew throughout the 2000s with programs such as Popstars (2000–2002), Australian Idol (2003–2009), X Factor (2005, 2010–) and Australia’s Got Talent (2007–). MCA also captures Australian viewers’ penchant for lifestyle shows including Better Homes and Gardens (1995–), Burke’s Backyard (1987-2004), The Living Room (2012–) and The Block (2003–2004, 2010–). The popularity of these shows, however, does not match the heights of MCA, which has transformed the normal cooking show audience of 200,000 into millions (Greenwood). MCA’s 2010 finale is Australia’s highest rating non-sporting program since OzTAM ratings were introduced in 2001 (Vickery). Anticipating this episode’s popularity, the 2010 Federal Election debate was moved to 6.30pm from its traditional Sunday 7.30pm timeslot (Coorey; Malkin). As well as attracting extensive press coverage and attention in opinion pieces and blogs, the level of academic attention MCA has already received underscores the show’s significance. So far, Lewis (Labours) and Seale have critiqued the involvement of ordinary people as contestants on the show while Phillipov (Communicating, Mastering) explores tensions within the show from a public health angle. While de Solier (TV Dinners, Making the Self, Foodie Makeovers) and Rousseau’s research does not focus on MCA itself, their investigation of Australian foodies and the impact of food media respectively provide relevant discussion about audience relationships with food media and food culture. This article focuses on how audiences use MCA and related programs. Vicarious consumption is presented as a negative practice where the leisure class benefit from another’s productivity (Veblen). Belk presents the simple example that “if our friend lives in an extravagant house or drives an extravagant car, we feel just a bit more extravagant ourselves” (157). Therefore, consuming through another is viewed as a passive activity. In the context of vicariously consuming through MCA, it could be argued that audiences are gaining satisfaction from watching others develop culinary skills and produce gourmet meals. What this article will reveal is that while MCA viewers do gain this satisfaction, they use it in a productive way to discipline their own eating and spending habits, and to allow them to engage with “foodie” culture when it may not otherwise be possible. Rather than embrace the opportunity to understand a new culture or lifestyle, critics of reality and lifestyle television dismiss the empowering qualities of these programs for two reasons. The practice of “advertainment” (Deery 1)—fusing selling and entertainment—puts pressure on, or excludes, the aspirational classes who want, but lack the resources to adopt, the depicted lifestyle (Ouellette and Hay). Furthermore, such programs are criticised for forcing bourgeois consumption habits on its viewers (Lewis, Smart Living) Both arguments have been directed at British celebrity chef Jamie Oliver. Oliver’s latest cookbook Save with Jamie has been criticised as it promotes austerity cooking, but costs £26 (approx. 48AUD) and encourages readers to purchase staple ingredients and equipment that total more than £500 (approx. 919AUD) (Ellis-Petersen). Ellis-Petersen adds that the £500 cost uses the cheapest available options, not Oliver’s line of Tefal cooking equipment, “which come at a hefty premium” (7). In 2005, Oliver’s television series Jamie’s School Dinners, which follows his campaign for policy reform in the provision of food to students was met with resistance. 2008 reports claim students preferred to leave school to buy junk food rather than eat healthier fare at school (Rousseau). Parents supported this, providing money to their children rather than packing healthy lunches that would pass school inspections (Rousseau). Like the framing of vicarious consumption, these criticisms dismiss the potential benefits of engaging with different lifestyles and cultures. These arguments do not recognise audiences as active media consumers who use programs like MCA to enhance their lifestyles through the acquisition of cultural capital. Ouellette and Hay highlight that audiences take advantage of a multitude of viewing strategies. One such strategy is playing the role of “vicarious expert” (Ouellette and Hay 117) who judges participants and has their consumption practices reinforced through the show. While audiences are invited to learn, they can do this from a distance and are not obliged to feel as though they must be educated (Ouellette and Hay). Viewers are simply able to enjoy the fantasy and spectacle of food shows as escapes from everyday routines (Lewis, Smart Living). In cases like Emeril Live where the host and chef, Emeril Lagasse “favors [sic] showmanship over instruction” (Adema 115–116) the vicarious consumption of viewing a cooking show is more satisfying than cooking and eating. Another reason vicarious consumption provides pleasure for audiences is because “culinary television aestheticises food,” transforming it “into a delectable image, a form of ‘gastro-porn’ […] designed to be consumed with the eyes” (de Solier, TV Dinners 467). Audiences take advantage of these viewing strategies, using a balance of actual and vicarious consumption in order to integrate gourmet food culture into their pre-existing lifestyle, budget, and cooking ability. The following case studies emerged from research conducted to understand MCA’s impact on households. After shopping with, and interviewing, seven households, the integration of vicarious and actual food consumption habits was evident across three households. Enjoying food images onscreen or in cookbooks is a suitable substitute when actual consumption is unhealthy, too expensive, time consuming, or daunting. It is this balance between adopting consumption habits of a conventional “foodie” and using vicarious consumption in contexts where the viewer sees actual consumption as unreasonable or uncomfortable that makes the “everyday foodie.” Melanie—Health Melanie is 38 years old and works in the childcare industry. She enjoys the “gastro-porn” of MCA and other food media. Interestingly she says food media actually helps her resist eating sumptuous and rich foods: Yeah, like my house is just overrun by cookbooks, cooking magazines. I have Foxtel primarily for the Food Network […] But I know if I cooked it or baked it, I would eat it and I’ve worked too hard to get where I am physically to do that. So I just, I read about it and I watch it, I just don’t do it. This behaviour supports Boulos et al.’s finding that while the Food Network promotes irresponsible consumption habits, these programs are considered a “window into a wider social and cultural world” rather than food preparation guides (150). Using vicarious consumption in this way means Melanie feels she does not “cook as much as what a true foodie would cook,” but she will “have low fat and healthy [options] whenever I can so I can go out and try all the fancy stuff cooked by fancy people.” MCA and food media for Melanie serves a double purpose in that she uses it to restrict, but also aid in her consumption of gourmet food. In choosing a chef or restaurant for the occasions where Melanie wants to enjoy a “fancy” dining experience, she claims food media serves as an educational resource to influence her consumption of gourmet food: I looked up when I was in Sydney where Adriano Zumbo’s shop was to go and try macarons there […] It [MCA] makes me aware of chefs that I may not have been aware of and I may go and … seek that [their restaurants/establishments] out […] Would Adriano Zumbo be as big as he is without MasterChef? No. And I’m a sucker, I want to go and try, I want to know what everyone’s talking about. Melanie’s attitudes and behaviour with regards to food media and consumption illustrates audiences’ selective nature. MCA and other food media influence her to consume, but also control, her consumption. Curtis and Samantha—Broadening Horizons Time and money is a key concern for many “everyday foodies” including Curtis’ family. Along with his wife Samantha they are raising a one-year-old daughter, Amelia. Curtis expressed a fondness for food that he ate while on holiday in the United States: I guess in the last few weeks I’ve been craving the food that we had when we were in America, in particular stuff like pulled pork, ribs, stuff like that. So I’ve replicated or made our own because you can’t get it anywhere around Brisbane like from a restaurant. When talking about cooking shows more generally, Curtis speaks primarily about cooking shows he watches on Foxtel that have a food tourism angle. Curtis mentions programs including Cheese Slices, The Layover and Man v. Food. The latter of these shows follows Adam Richman around the United States attempting to conquer eating challenges set at famous local establishments. Curtis describes his reaction to the program: I say woah that looks good and then I just want to go back to America. But instead of paying thousands of dollars to go, it’s cheaper to look up a recipe and give it a go at home. Cookbooks and food television provide their viewers not only with a window through which they can escape their everyday routines but, as Curtis points out, inspiration or education to cook new dishes themselves. For money conscious “everyday foodies”, the cooking demonstration or mere introduction of a dish broadens viewers’ culinary knowledge. Curtis highlights the importance of this: Otherwise [without food media] you’d be stuck cooking the same things your mum and dad taught you, or your home economics teacher taught you in high school. You’d just be doing the same thing every day. Unless you went out to a restaurant and fell in love with something, but because you don’t go out to restaurants every day, you wouldn’t have that experience every day […] TV gives you the ability—we could flick over to the food channel right now and watch something completely amazing that we’ve never done before. His wife Samantha does not consider herself an adventurous eater. While she is interested in food, her passion lies in cakes and desserts and she jokes that ordering Nando’s with the medium basting is adventurous for her. Vicarious consumption through food media allows Samantha to experience a wider range of cuisines without consuming these foods herself: I would watch a lot more variety than I would actually try. There’s a lot of things that I would happily watch, but if it was put in front of me I probably wouldn’t eat it. Like with MasterChef, I’m quite interested in cooking and stuff, but the range of things [ingredients and cuisines] […] I wouldn’t go there. Rose and Andrew—Set in Their Ways Rose and her husband Andrew are a “basically retired” couple and the parents of Samantha. While they both enjoy MCA and feel it has given them a new insight on food, they find it easier to have a mediated engagement with gourmet food in some instances. Andrew believes MCA is: Taking food out of this sort of very conservative, meat, and three vegetables thing into […] something that is more exotic, for the want of a better word. And I guess that’s where we’ve—we follow it, I follow it. And saying, ‘Oh, geez it’d be nice to do that or to be able to do that,’ and enjoy a bit of creativity in that, but I think it’s just we’re probably pretty set in our ways probably and it’s a bit hard to put that into action sometimes. Andrew goes on to suggest that a generational gap makes their daughters, Samantha and Elle more likely to cook MCA-inspired meals than they are: See Samantha and Elle probably cook with that sort of thing [herbs] more and I always enjoy when they do it, but we probably don’t […] We don’t think about it when we go shopping. We probably shop and buy the basic things and don’t think about the nicer things. Andrew describes himself as “an extremely lazy reader” who finds following a recipe “boring.” Andrew says if he were tempted to cook an MCA-inspired dish, it is unlikely that the required ingredients would be on-hand and that he would not shop for one meal. Rose says she does buy the herbs, or “nicer things” as Andrew refers to them, but is hesitant to use them. She says the primary barrier is lacking confidence in her cooking ability, but also that she finds cooking tiring and is not used to cooking with the gas stove in her new home: Rose: I also think that I probably leave my run late and by night time I’m really tired and my feet are hurting and I tend to think ‘Oh I’ll just get something ready’ […] I know that probably sounds like a lame excuse, but yeah, it’s probably more the confidence thing I think. I often even buy the things [ingredients] to do it and then don’t make it. I’m not confident with my stovetop either. Researcher: Oh why—can you please explain more about that?Rose: Well it’s a gas stovetop and I used to have the electric. I felt like I could main—I could control the setting—the heat—better on it. Rose, in particular, does not let her lack of confidence and time stop her from engaging with gourmet food. Cookbooks and cooking shows like MCA are a valuable channel for her to appreciate “foodie” culture. Rose talks about her interest in MCA: Rose: I’m not a keen cook, but I do enjoy buying recipe books and looking at lovely food and watching—and I enjoyed watching how they did these beautiful dishes. As for the desserts, yes they probably were very fancy, but it was sort of nice to think if you had a really special occasion, you know […] and I would actually get on the computer afterwards and look for some of the recipes. I did subscribe to their magazine […] because I’m a bit of a magazine junkie.Researcher: What do you get out of the recipe books and magazines if you say you’re not a keen cook?Rose: I’d just dream about cooking them probably. That sounds terrible, doesn’t it? But, and also probably inspire my daughters […] I like to show them “oh, look at this and this” or, you know, and probably quite often they will try it or—and one day I think I will try it, but whether I ever do or not, I don’t know. Rose’s response also treats the generation gap as a perceived barrier to actual consumption. But while the couple feel unable to use the knowledge they have gained through MCA in their kitchen, they credit the show with broadening the range of cuisines they would eat when dining out: Andrew: You know, even when we’ve been to—I like Asian food in Australia, you know, Chinese, Thai, any of those sorts of foods.Rose: Indian. Andrew: Indian, yeah I like that in Australia.Rose: Which we have probably tried more of since the likes of MasterChef.Andrew: Yeah.Rose: You know, you—and even sushi, like you would never have ever […]Andrew: Gone to sushi previously. And I won’t eat sashimi, but the sushi bar is all right. Um […] but [I] did not enjoy Chinese food in places like Hong Kong or Singapore. As the couple does not seek educational information from the show in terms of cooking demonstration, they appear more invested in the progress of the contestants of the show and how they respond to challenges set by the judges. The involvement of amateur cooks makes the show relatable as they identify with contestants who they see as potential extensions of themselves. Rose identifies with season one winner, Julie Goodwin who entered the program as a 38-year-old mother of three and owner of an IT consulting business: Rose: Well Julie of course is a—I don’t like to use the word square, but she’s sort of like a bit of an old fashioned lady, but you know, more like basic grandma cooking. But […]Andrew: She did it well though.Rose: Yes, yeah. Andrew: And she, she probably—she progressed dramatically, you know, from the comments from when she first started […] to winning. In how she presented, how she did things. She must have learnt a lot in the process is the way I would look at it anyway. Rose: And I’ve seen her sort of on things since then and she is very good at like […] talking about and telling you what she’s doing and—for basic sort of cook—you know what I mean, not basic, but […] for a basic person like me. Although Rose and Andrew feel that their life stage prevents has them from changing long established consumption habits in relation to food, their choices while dining out coupled with a keen interest in food and food media still exemplifies the “everyday foodie” lifestyle. Programs like MCA, especially with its focus on the development of amateur cooks, have allowed Rose and Andrew to experience gourmet food more than they would have otherwise. Conclusion Each viewer is empowered to live their version of the “everyday foodie” lifestyle through adopting a balance of actual and vicarious consumption practices. Vicariously tasting “foodie” culture has broadened these viewers’ culinary knowledge and to some extent has broadened their actual tastes. This is evident in Melanie’s visit to Adriano Zumbo’s patisserie, and Rose and Andrew’s sampling of various Asian cuisines while dining out, for example. It also provides pleasure in lieu of actual consumption in instances like Melanie using food images as a disciplinary mechanism or Curtis watching Man v. Food instead of travelling overseas. The attitudes and behaviours of these MCA viewers illustrate that vicarious consumption through food media is a productive and empowering practice that aids audiences to adopt an “everyday foodie” lifestyle. References Adema, Pauline. “Vicarious Consumption: Food, Television and the Ambiguity of Modernity.” Journal of American and Comparative Cultures 23.3 (2000): 113–23. Belk, Russell. “Possessions and the Extended Self.” Journal of Consumer Research 15.2 (1988): 139–68. Boulous, Rebecca, Emily Kuross Vikre, Sophie Oppenheimer, Hannah Chang, and Robin B. Kanarek. “ObesiTV: How Television is influencing the Obesity Epidemic.” Physiology & Behavior 107.1 (2012): 146–53. Coorey, Phillip. “Chefs Win in Ratings Boilover.” Sydney Morning Herald 20 Jul. 2010: n. pag. Deery, June. “Reality TV as Advertainment.” Popular Communication: The International Journal of Media and Culture 2.1 (2005): 1–20. Ellis-Petersen, Hannah. “Jamie’s Idea of Cooking on a Budget—First Buy £500 of Kitchen Utensils and ‘Basics’ (And Yes Most Of Them DO Come From His Own Range).” Mail Online 31 Aug. 2013: n. pag. Greenwood, Helen. “From TV to Table.” Sydney Morning Herald 3 Jul. 2010: n. pag. Lewis, Tania. Smart Living: Lifestyle Media and Popular Expertise. New York: Peter Lang, 2008. -----. “You’ve Put Yourselves on a Plate: The Labours of Selfhood on MasterChef Australia.” Reality Television and Class. Eds. Helen Wood, and Beverly Skeggs. Basingstoke: Palgrave Macmillan, 2011. 104–6. Malkin, Bonnie. “Australian Election Debate Makes Way for MasterChef Final.” The Telegraph 20 Jul. 2010: n. pag. Ouellette, Laurie, and James Hay. Better Living through Reality TV. Malden: Blackwell, 2008. Phillipov, Michelle. “Communicating Health Risks via the Media: What can we learn from MasterChef Australia?” The Australasian Medical Journal 5.11 (2012): 593–7. -----. “Mastering Obesity: MasterChef Australia and the Resistance to Public Health Nutrition.” Media, Culture & Society 35.4 (2013): 506–15. Rousseau, Signe. Food Media: Celebrity Chefs and the Politics of Everyday Interference. London: Berg, 2012. Seale, Kirsten. “MasterChef’s Amateur Makeovers.” Media International Australia 143 (2012): 28–35. de Solier, Isabelle. “Foodie Makeovers: Public Service Television and Lifestyle Guidance.” Exposing Lifestyle Television: The Big Reveal. Ed. Gareth Palmer. Aldershot: Ashgate, 2008. 65–81. -----. “Making the Self in a Material World: Food and Moralities of Consumption.” Cultural Studies Review 19.1 (2013): 9–27. -----. “TV Dinners: Culinary Television, Education and Distinction.” Continuum: Journal of Media and Cultural Studies 19.4 (2005): 465–81. Vickery, Colin. “Adam Liaw Wins MasterChef as Ratings Soar for Channel 10.” Herald Sun 25 Jul. 2010: n. pag. Veblen, Thorstein. The Theory of the Leisure Class. Oxford: Oxford UP, 2007.

Abstract:

Introduction Mentors play a role in real life, just as they do in fiction. They also feature in reality television, which sits somewhere between the two. In fiction, mentors contribute to the narrative arc by providing guidance and assistance (Vogler 12) to a mentee in his or her life or professional pursuits. These exchanges are usually characterized by reciprocity, the need for mutual recognition (Gadamer 353) and involve some kind of moral question. They dramatise the possibilities of mentoring in reality, to provide us with a greater understanding of the world, and our human interaction within it. Reality television offers a different perspective. Like drama it uses the plot device of a mentor character to heighten the story arc, but instead of focusing on knowledge-based portrayals (Gadamer 112) of the mentor and mentee, the emphasis is instead on the mentee’s quest for ascension. In attempting to transcend their unknownness (Boorstin) contestants aim to penetrate an exclusive creative class (Florida). Populated by celebrity chefs, businessmen, entertainers, fashionistas, models, socialites and talent judges (to name a few), this class seemingly adds authenticity to ‘competitions’ and other formats. While the mentor’s role, on the surface, is to provide divine knowledge and facilitate the journey, a different agenda is evident in the ways carefully scripted (Booth) dialogue heightens the drama through effusive praise (New York Daily News) and “tactless” (Woodward), humiliating (Hirschorn; Winant 69; Woodward) and cruel sentiments. From a screen narrative point of view, this takes reality television as ‘storytelling’ (Aggarwal; Day; Hirschorn; “Reality Writer”; Rupel; Stradal) into very different territory. The contrived and later edited (Crouch; Papacharissi and Mendelson 367) communication between mentor and mentee not only renders the relationship disingenuous, it compounds the primary ethical concerns of associated Schadenfreude (Balasubramanian, Forstie and van den Scott 434; Cartwright), and the severe financial inequality (Andrejevic) underpinning a multi-billion dollar industry (Hamilton). As upward mobility and instability continue to be ubiquitously portrayed in 21st century reality entertainment under neoliberalism (Sender 4; Winant 67), it is with increasing frequency that we are seeing the systematic reinvention of the once significant cultural and historical role of the mentor. Mentor as Fictional Archetype and Communicator of ThemesDepictions of mentors can be found across the Western art canon. From the mythological characters of Telemachus’ Athena and Achilles’ Chiron, to King Arthur’s Merlin, Cinderella’s Fairy Godmother, Jim Hawkins’ Long John Silver, Frodo’s Gandalf, Batman’s Alfred and Marty McFly’s Doc Emmett Brown (among many more), the dramatic energy of the teacher, expert or supernatural aid (Vogler 39) has been timelessly powerful. Heroes, typically, engage with a mentor as part of their journey. Mentor types range extensively, from those who provide motivation, inspiration, training or gifts (Vogler), to those who may be dark or malevolent, or have fallen from grace (such as Michael Douglas’ Gordon Gekko in Wall Street 1987, or the ex-tribute Haymitch in The Hunger Games, 2012). A good drama usually complicates the relationship in some way, exploring initial reluctance from either party, or instances of tragedy (Vogler 11, 44) which may prevent the relationship achieving its potential. The intriguing twist of a fallen or malevolent mentor additionally invites the audience to morally analyze the ways the hero responds to what the mentor provides, and to question what our teachers or superiors tell us. In television particularly, long running series such as Mad Men have shown how a mentoring relationship can change over time, where “non-rational” characters (Buzzanell and D’Enbeau 707) do not necessarily maintain reciprocity or equality (703) but become subject to intimate, ambivalent and erotic aspects.As the mentor in fiction has deep cultural roots for audiences today, it is no wonder they are used, in a variety of archetypal capacities, in reality television. The dark Simon Cowell (of Pop Idol, American Idol, Britain’s Got Talent, America’s Got Talent and The X-Factor series) and the ‘villainous’ (Byrnes) Michelin-starred Marco Pierre White (Hell’s Kitchen, The Chopping Block, Marco Pierre White’s Kitchen Wars, MasterChef Australia, New Zealand, South Africa) provide reality writers with much needed antagonism (Rupel, Stradal). Those who have fallen from grace, or allowed their personal lives to play out in tabloid sagas such as Britney Spears (Marikar), or Caitlyn Jenner (Bissinger) provide different sources of conflict and intrigue. They are then counterbalanced with or repackaged as the good mentor. Examples of the nurturer who shows "compassion and empathy" include American Idol’s Paula Abdul (Marche), or the supportive Jennifer Hawkins in Next Top Model (Thompson). These distinctive characters help audiences to understand the ‘reality’ as a story (Crouch; Rupel; Stradal). But when we consider the great mentors of screen fiction, it becomes clear how reality television has changed the nature of story. The Karate Kid I (1984) and Good Will Hunting (1998) are two examples where mentoring is almost the exclusive focus, and where the experience of the characters differs greatly. In both films an initially reluctant mentor becomes deeply involved in the mentee’s project. They act as a special companion to the hero in the face of isolation, and, significantly, reveal a tragedy of their own, providing a nexus through which the mentee can access a deeper kind of truth. Not only are they flawed and ordinary people (they are not celebrities within the imagined worlds of the stories) who the mentee must challenge and learn to truly respect, they are “effecting and important” (Maslin) in reminding audiences of those hidden idiosyncrasies that open the barriers to friendship. Mentors in these stories, and many others, communicate themes of class, culture, talent, jealousy, love and loss which inform ideas about the ethical treatment of the ‘other’ (Gadamer). They ultimately prove pivotal to self worth, human confidence and growth. Very little of this thematic substance survives in reality television (see comparison of plots and contrasting modes of human engagement in the example of The Office and Dirty Jobs, Winant 70). Archetypally identifiable as they may be, mean judges and empathetic supermodels as characters are concerned mostly with the embodiment of perfection. They are flawless, untouchable and indeed most powerful when human welfare is at stake, and when the mentee before them faces isolation (see promise to a future ‘Rihanna’, X-Factor USA, Season 2, Episode 1 and Tyra Banks’ Next Top Model tirade at a contestant who had not lived up to her potential, West). If connecting with a mentor in fiction has long signified the importance of understanding of the past, of handing down tradition (Gadamer 354), and of our fascination with the elder, wiser other, then we can see a fundamental shift in narrative representation of mentors in reality television stories. In the past, as we have opened our hearts to such characters, as a facilitator to or companion of the hero, we have rehearsed a sacred respect for the knowledge and fulfillment mentors can provide. In reality television the ‘drama’ may evoke a fleeting rush of excitement at the hero’s success or failure, but the reality belies a pronounced distancing between mentor and mentee. The Creative Class: An Aspirational ParadigmThemes of ascension and potential fulfillment are also central to modern creativity discourse (Runco; Runco 672; United Nations). Seen as the driving force of the 21st century, creativity is now understood as much more than art, capable of bringing economic prosperity (United Nations) and social cohesion to its acme (United Nations xxiii). At the upper end of creative practice, is what Florida called “the creative class: a fast growing, highly educated, and well-paid segment of the workforce” (on whose expertise corporate profits depend), in industries ranging “from technology to entertainment, journalism to finance, high-end manufacturing to the arts” (Florida). Their common ethos is centered on individuality, diversity, and merit; eclipsing previous systems focused on ‘shopping’ and theme park consumerism and social conservatism (Eisinger). While doubts have since been raised about the size (Eisinger) and financial practices (Krätke 838) of the creative class (particularly in America), from an entertainment perspective at least, the class can be seen in full action. Extending to rich housewives, celebrity teen mothers and even eccentric duck hunters and swamp people, the creative class has caught up to the more traditional ‘star’ actor or music artist, and is increasingly marketable within world’s most sought after and expensive media spaces. Often reality celebrities make their mark for being the most outrageous, the cruelest (Peyser), or the weirdest (Gallagher; Peyser) personalities in the spotlight. Aspiring to the creative class thus, is a very public affair in television. Willing participants scamper for positions on shows, particularly those with long running, heavyweight titles such as Big Brother, The Bachelor, Survivor and the Idol series (Hill 35). The better known formats provide high visibility, with the opportunity to perform in front of millions around the globe (Frere-Jones, Day). Tapping into the deeply ingrained upward-mobility rhetoric of America, and of Western society, shows are aided in large part by 24-hour news, social media, the proliferation of celebrity gossip and the successful correlation between pop culture and an entertainment-style democratic ideal. As some have noted, dramatized reality is closely tied to the rise of individualization, and trans-national capitalism (Darling-Wolf 127). Its creative dynamism indeed delivers multi-lateral benefits: audiences believe the road to fame and fortune is always just within reach, consumerism thrives, and, politically, themes of liberty, egalitarianism and freedom ‘provide a cushioning comfort’ (Peyser; Pinter) from the domestic and international ills that would otherwise dispel such optimism. As the trials and tests within the reality genre heighten the seriousness of, and excitement about ascending toward the creative elite, show creators reproduce the same upward-mobility themed narrative across formats all over the world. The artifice is further supported by the festival-like (Grodin 46) symbology of the live audience, mass viewership and the online voting community, which in economic terms, speaks to the creative power of the material. Whether through careful manipulation of extra media space, ‘game strategy’, or other devices, those who break through are even more idolized for the achievement of metamorphosing into a creative hero. For the creative elite however, who wins ‘doesn’t matter much’. Vertical integration is the priority, where the process of making contestants famous is as lucrative as the profits they will earn thereafter; it’s a form of “one-stop shopping” as the makers of Idol put it according to Frere-Jones. Furthermore, as Florida’s measures and indicators suggested, the geographically mobile new creative class is driven by lifestyle values, recreation, participatory culture and diversity. Reality shows are the embodiment this idea of creativity, taking us beyond stale police procedural dramas (Hirschorn) and racially typecast family sitcoms, into a world of possibility. From a social equality perspective, while there has been a notable rise in gay and transgender visibility (Gamson) and stories about lower socio-economic groups – fast food workers and machinists for example – are told in a way they never were before, the extent to which shows actually unhinge traditional power structures is, as scholars have noted (Andrejevic and Colby 197; Schroeder) open to question. As boundaries are nonetheless crossed in the age of neoliberal creativity, the aspirational paradigm of joining a new elite in real life is as potent as ever. Reality Television’s Mentors: How to Understand Their ‘Role’Reality television narratives rely heavily on the juxtaposition between celebrity glamour and comfort, and financial instability. As mentees put it ‘all on the line’, storylines about personal suffering are hyped and molded for maximum emotional impact. In the best case scenarios mentors such as Caitlyn Jenner will help a trans mentee discover their true self by directing them in a celebrity-style photo shoot (see episode featuring Caitlyn and Zeam, Logo TV 2015). In more extreme cases the focus will be on an adopted contestant’s hopes that his birth mother will hear him sing (The X Factor USA, Season 2, Episode 11 Part 1), or on a postal clerk’s fear that elimination will mean she has to go back “to selling stamps” (The X Factor US - Season 2 Episode 11 Part 2). In the entrepreneurship format, as Woodward pointed out, it is not ‘help’ that mentees are given, but condescension. “I have to tell you, my friend, that this is the worst idea I’ve ever heard. You don’t have a clue about how to set up a business or market a product,” Woodward noted as the feedback given by one elite businessman on The Shark Tank (Woodward). “This is a five million dollar contract and I have to know that you can go the distance” (The X Factor US – Season 2 Episode 11, Part 1) Britney Spears warned to a thirteen-year-old contestant before accepting her as part of her team. In each instance the fictitious premise of being either an ‘enabler’ or destroyer of dreams is replayed and slightly adapted for ongoing consumer interest. This lack of shared experience and mutual recognition in reality television also highlights the overt, yet rarely analyzed focus on the wealth of mentors as contrasted with their unstable mentees. In the respective cases of The X Factor and I Am Cait, one of the wealthiest moguls in entertainment, Cowell, reportedly contracts mentors for up to $15 million per season (Nair); Jenner’s performance in I Am Cait was also set to significantly boost the Kardashian empire (reportedly already worth $300 million, Pavia). In both series, significant screen time has been dedicated to showing the mentors in luxurious beachside houses, where mentees may visit. Despite the important social messages embedded in Caitlyn’s story (which no doubt nourishes the Kardashian family’s generally more ersatz material), the question, from a moral point of view becomes: would these mentors still interact with that particular mentee without the money? Regardless, reality participants insist they are fulfilling their dreams when they appear. Despite the preplanning, possibility of distress (Australia Network News; Bleasby) and even suicide (Schuster), as well as the ferocity of opinion surrounding shows (Marche) the parade of a type of ‘road of trials’ (Vogler 189) is enough to keep a huge fan base interested, and hungry for their turn to experience the fortune of being touched by the creative elite; or in narrative terms, a supernatural aid. ConclusionThe key differences between reality television and artistic narrative portrayals of mentors can be found in the use of archetypes for narrative conflict and resolution, in the ways themes are explored and the ways dialogue is put to use, and in the focus on and visibility of material wealth (Frere-Jones; Peyser). These differences highlight the political, cultural and social implications of exchanging stories about potential fulfillment, for stories about ascension to the creative class. Rather than being based on genuine reciprocity, and understanding of human issues, reality shows create drama around the desperation to penetrate the inner sanctum of celebrity fame and fortune. In fiction we see themes based on becoming famous, on gender transformation, and wealth acquisition, such as in the films and series Almost Famous (2000), The Bill Silvers Show (1955-1959), Filthy Rich (1982-1983), and Tootsie (1982), but these stories at least attempt to address a moral question. Critically, in an artistic - rather than commercial context – the actors (who may play mentees) are not at risk of exploitation (Australia Network News; Bleasby; Crouch). Where actors are paid and recognized creatively for their contribution to an artistic work (Rupel), the mentee in reality television has no involvement in the ways action may be set up for maximum voyeuristic enjoyment, or manipulated to enhance scandalous and salacious content which will return show and media profits (“Reality Show Fights”; Skeggs and Wood 64). The emphasis, ironically, from a reality production point of view, is wholly on making the audience believe (Papacharissi and Mendelson 367) that the content is realistic. 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Abstract:

The first two months of 2021 saw Google and Facebook ‘go dark’ in terms of news content on the Australia versions of their platforms. In January, Google ran a so-called “experiment” which removed or demoted current news in the search results available to a segment of Australian users. While Google was only darkened for some, in February news on Facebook went completely dark, with the company banning all news content and news sharing for users within Australian. Both of these instances of going dark occurred because of the imminent threat these platforms faced from the News Media Bargaining Code legislation that was due to be finalised by the Australian parliament. This article examines how both Google and Facebook responded to the draft Code, focussing on their threats to go dark, and the extent to which those threats were carried out. After exploring the context which produced the threats of going dark, this article looks at their impact, and how the Code was reshaped in light of those threats before it was finally legislated in early March 2021. Most importantly, this article outlines why Google and Facebook were prepared to go dark in Australia, and whether they succeeded in trying to prevent Australia setting the precedent of national governments dictating the terms by which digital platforms should pay for news content. From the Digital Platforms Inquiry to the Draft Code In July 2019, the Australian Treasurer released the Digital Platforms Inquiry Final Report which had been prepared by the Australian Competition and Consumer Commission (ACCC). It outlined a range of areas where Australian law, policies and practices were not keeping pace with the realities of a digital world of search giants, social networks, and streaming media. Analysis of the submissions made as part of the Digital Platforms Inquiry found that the final report was “primarily framed around the concerns of media companies, particularly News Corp Australia, about the impact of platform companies’ market dominance of content distribution and advertising share, leading to unequal economic bargaining relationships and the gradual disappearance of journalism jobs and news media publishers” (Flew et al. 13). As such, one of the most provocative recommendations made was the establishment of a new code that would “address the imbalance in the bargaining relationship between leading digital platforms and news media businesses” (Australian Competition and Consumer Commission, Digital Platforms Inquiry 16). The ACCC suggested such a code would assist Australian news organisations of any size in negotiating with Facebook, Google and others for some form of payment for news content. The report was released at a time when there was a greatly increased global appetite for regulating digital platforms. Thus the battle over the Code was watched across the world as legislation that had the potential to open the door for similar laws in other countries (Flew and Wilding). Initially the report suggested that the digital giants should be asked to develop their own codes of conduct for negotiating with news organisations. These codes would have then been enforced within Australia if suitably robust. However, after months of the big digital platforms failing to produce meaningful codes of their own, the Australian government decided to commission their own rules in this arena. The ACCC thus prepared the draft legislation that was tabled in July 2020 as the Australian News Media Bargaining Code. According to the ACCC the Code, in essence, tried to create a level playing field where Australian news companies could force Google and Facebook to negotiate a ‘fair’ payment for linking to, or showing previews of, their news content. Of course, many commentators, and the platforms themselves, retorted that they already bring significant value to news companies by referring readers to news websites. While there were earlier examples of Google and Facebook paying for news, these were largely framed as philanthropy: benevolent digital giants supporting journalism for the good of democracy. News companies and the ACCC argued this approach completely ignored the fact that Google and Facebook commanded more than 80% of the online advertising market in Australia at that time (Meade, “Google, Facebook and YouTube”). Nor did the digital giants acknowledge their disruptive power given the bulk of that advertising revenue used to flow to news companies. Some of the key features of this draft of the Code included (Australian Competition and Consumer Commission, “News Media Bargaining Code”): Facebook and Google would be the (only) companies initially ‘designated’ by the Code (i.e. specific companies that must abide by the Code), with Instagram included as part of Facebook. The Code applied to all Australian news organisations, and specifically mentioned how small, regional, and rural news media would now be able to meaningfully bargain with digital platforms. Platforms would have 11 weeks after first being contacted by a news organisation to reach a mutually negotiated agreement. Failure to reach agreements would result in arbitration (using a style of arbitration called final party arbitration which has both parties present a final offer or position, with an Australian arbiter simply choosing between the two offers in most cases). Platforms were required to give 28 days notice of any change to their algorithms that would impact on the ways Australian news was ranked and appeared on their platform. Penalties for not following the Code could be ten million dollars, or 10% of the platform’s annual turnover in Australia (whichever was greater). Unsurprisingly, Facebook, Google and a number of other platforms and companies reacted very negatively to the draft Code, with their formal submissions arguing: that the algorithm change notifications would give certain news companies an unfair advantage while disrupting the platforms’ core business; that charging for linking would break the underlying free nature of the internet; that the Code overstated the importance and reach of news on each platform; and many other objections were presented, including strong rejections of the proposed model of arbitration which, they argued, completely favoured news companies without providing any real or reasonable limit on how much news organisations could ask to be paid (Google; Facebook). Google extended their argument by making a second submission in the form of a report with the title ‘The Financial Woes of News Publishers in Australia’ (Shapiro et al.) that argued Australian journalism and news was financially unsustainable long before digital platforms came along. However, in stark contrast the Digital News Report: Australia 2020 found that Google and Facebook were where many Australians found their news; in 2020, 52% of Australians accessed news on social media (up from 46% the year before), with 39% of Australians getting news from Facebook, and that number jumping to 49% when specifically focusing on news seeking during the first COVID-19 pandemic peak in April 2021 (Park et al.). The same report highlighted that 43% of people distrust news found on social media (with a further 29% neutral, and only 28% of people explicitly trusting news found via social media). Moreover, 64% of Australians were concerned about misinformation online, and of all the platforms mentioned in the survey, respondents were most concerned about Facebook as a source of misinformation, with 36% explicitly indicating this was the place they were most concerned about encountering ‘fake news’. In this context Facebook and Google battled the Code by launching a public relations campaigns, appealing directly to Australian consumers. Google Drives a Bus Across Australia Google’s initial response to the draft Code was a substantial public relations campaign which saw the technology company advocating against the Code but not necessarily the ideas behind it. Google instead posited their own alternative way of paying for journalism in Australia. On the main Google search landing page, the usually very white surrounds of the search bar included the text “Supporting Australian journalism: a constructive path forward” which linked to a Google page outlining their version of a ‘Fair Code’. Popup windows appeared across many of Google’s services and apps, noting Google “are willing to pay to support journalism”, with a button labelled ‘Hear our proposal’. Figure 1: Popup notification on Google Australia directing users to Google’s ‘A Fair Code’ proposal rebutting the draft Code. (Screen capture by author, 29 January 2021) Google’s popups and landing page links were visible for more than six months as the Code was debated. In September 2020, a Google blog post about the Code was accompanied by a YouTube video campaign featuring Australia comedian Greta Lee Jackson (Google Australia, Google Explains Arbitration). Jackson used the analogy of Google as a bus driver, who is forced to pay restaurants for delivering customers to them, and then pay part of the running costs of restaurants, too. The video reinforced Google’s argument that the draft Code was asking digital platforms to pay potentially enormous costs for news content without acknowledging the value of Google bringing readers to the news sites. However, the video opened with the line that “proposed laws can be confusing, so I'll use an analogy to break it down”, setting a tone that would seem patronising to many people. Moreover, the video, and Google’s main argument, completely ignored the personal data Google receives every time a user searches for, or clicks on, a news story via Google Search or any other Google service. If Google’s analogy was accurate, then the bus driver would be going through every passenger’s bag while they were on the bus, taking copies of all their documents from drivers licenses to loyalty cards, keeping a record of every time they use the bus, and then using this information to get advertisers to pay for a tailored advertisement on the back of the seat in front of every passenger, every time they rode the bus. Notably, by the end of March 2021, the video had only received 10,399 views, which suggests relatively few people actually clicked on it to watch. In early January 2021, at the height of the debate about the Code, Google ran what they called “an experiment” which saw around 1% of Australian users suddenly only receive “older or less relevant content” when searching for news (Barnet, “Google’s ‘Experiment’”). While ostensibly about testing options for when the Code became law, the unannounced experiment also served as a warning shot. Google very effectively reminded users and politicians about their important role in determining which news Australian users find, and what might happen if Google darkened what they returned as news results. On 21 January 2021, Mel Silva, the Managing Director and public face of Google in Australia and New Zealand gave public testimony about the company’s position before a Senate inquiry. Silva confirmed that Google were indeed considering removing Google Search in Australia altogether if the draft Code was not amended to address their key concerns (Silva, “Supporting Australian Journalism: A Constructive Path Forward An Update on the News Media Bargaining Code”). Google’s seemingly sudden escalation in their threat to go dark led to articles such as a New York Times piece entitled ‘An Australia with No Google? The Bitter Fight behind a Drastic Threat’ (Cave). Google also greatly amplified their appeal to the Australian public, with a video featuring Mel Silva appearing frequently on all Google sites in Australia to argue their position (Google Australia, An Update). By the end of March 2021, Silva’s video had been watched more than 2.2 million times on YouTube. Silva’s testimony, video and related posts from Google all characterised the Code as: breaking “how Google search works in Australia”; creating a world where links online are paid for and thus both breaking Google and “undermin[ing] how the web works”; and saw Google offer their News Showcase as a viable alternative that, in Google’s view, was “a fair one” (Silva, “Supporting Australian Journalism”). Google emphasised submissions about the Code which backed their position, including World Wide Web inventor Tim Berners-Lee who agreed that the idea of charging for links could have a more wide-reaching impact, challenging the idea of a free web (Leaver). Google also continued to release their News Showcase product in other parts of the world. They emphasised that there were existing arrangements for Showcase in Australia, but the current regulatory uncertainty meant it was paused in Australia until the debates about the Code were resolved. In the interim, news media across Australia, and the globe, were filled with stories speculating what an Australia would look like if Google went completely dark (e.g. Cave; Smyth). Even Microsoft weighed in to supporting the Code and offer their search engine Bing as a viable alternative to fill the void if Google really did go dark (Meade, “Microsoft’s Bing”). In mid-February, the draft Code was tabled in Australian parliament. Many politicians jumped at the chance to sing the Code’s praises and lament the power that Google and Facebook have across various spheres of Australian life. Yet as these speeches were happening, the Australian Treasurer Josh Frydenberg was holding weekend meetings with executives from Google and Facebook, trying to smooth the path toward the Code (Massola). In these meetings, a number of amendments were agreed to, including the Code more clearly taking in to account any existing deals already on the table before it became law. In these meetings the Treasurer made in clear to Google that if the deals done prior to the Code were big enough, he would consider not designating Google under the Code, which in effect would mean Google is not immediately subject to it (Samios and Visentin). With that concession in hand Google swiftly signed deals with over 50 Australian news publishers, including Seven West Media, Nine, News Corp, The Guardian, the ABC, and some smaller publishers such as Junkee Media (Taylor; Meade, “ABC Journalism”). While the specific details of these deals were not made public, the deals with Seven West Media and Nine were both reported to be worth around $30 million Australian dollars (Dudley-Nicholson). In reacting to Google's deals Frydenberg described them as “generous deals, these are fair deals, these are good deals for the Australian media businesses, deals that they are making off their own bat with the digital giants” (Snape, “‘These Are Good Deals’”). During the debates about the Code, Google had ultimately ensured that every Australian user was well aware that Google was, in their words, asking for a “fair” Code, and before the Code became law even the Treasurer was conceding that Google’s was offering a “fair deal” to Australian news companies. Facebook Goes Dark on News While Google never followed through on their threat to go completely dark, Facebook took a very different path, with a lot less warning. Facebook’s threat to remove all news from the platform for users in Australia was not made explicit in their formal submissions the draft of the Code. However, to be fair, Facebook’s Managing Director in Australia and New Zealand Will Easton did make a blog post at the end of August 2020 in which he clearly stated: “assuming this draft code becomes law, we will reluctantly stop allowing publishers and people in Australia from sharing local and international news on Facebook and Instagram” (Easton). During the negotiations in late 2020 Instagram was removed as an initial target of the Code (just as YouTube was not included as part of Google) along with a number of other concessions, but Facebook were not sated. Yet Easton’s post about removing news received very little attention after it was made, and certainly Facebook made no obvious attempt to inform their millions of Australian users that news might be completely blocked. Hence most Australians were shocked when that was exactly what Facebook did. Facebook’s power has, in many ways, always been exercised by what the platform’s algorithms display to users, what content is most visible and equally what content is made invisible (Bucher). The morning of Wednesday, 17 February 2021, Australian Facebook users awoke to find that all traditional news and journalism had been removed from the platform. Almost all pages associated with news organisations were similarly either disabled or wiped clean, and that any attempt to share links to news stories was met with a notification: “this post can’t be shared”. The Australian Prime Minister Scott Morrison reacted angrily, publicly lamenting Facebook’s choice to “unfriend Australia”, adding their actions were “as arrogant as they were disappointing”, vowing that Australia would “not be intimidated by big tech” (Snape, “Facebook Unrepentant”). Figure 2: Facebook notification appearing when Australians attempted to share news articles on the platform. (Screen capture by author, 20 February 2021) Facebook’s news ban in Australia was not limited to official news pages and news content. Instead, their ban initially included a range of pages and services such as the Australian Bureau of Meteorology, emergency services pages, health care pages, hospital pages, services providing vital information about the COVID-19 pandemic, and so forth. The breadth of the ban may have been purposeful, as one of Facebook’s biggest complaints was that the Code defined news too broadly (Facebook). Yet in the Australian context, where the country was wrestling with periodic lockdowns and the Coronavirus pandemic on one hand, and bushfires and floods on the other, the removal of these vital sources of information showed a complete lack of care or interest in Australian Facebook users. Beyond the immediate inconvenience of not being able to read or share news on Facebook, there were a range of other, immediate, consequences. As Barnet, amongst others, warned, a Facebook with all credible journalism banned would almost certainly open the floodgates to a tide of misinformation, with nothing left to fill the void; it made Facebook’s “public commitment to fighting misinformation look farcical” (Barnet, “Blocking Australian News”). Moreover, Bossio noted, “reputational damage from blocking important sites that serve Australia’s public interest overnight – and yet taking years to get on top of user privacy breaches and misinformation – undermines the legitimacy of the platform and its claimed civic intentions” (Bossio). If going dark and turning off news in Australia was supposed to win the sympathy of Australian Facebook users, then the plan largely backfired. Yet as with Google, the Australian Treasurer was meeting with Mark Zuckerberg and Facebook executives behind closed doors, which did eventually lead to changes before the Code was finally legislated (Massola). Facebook gained a number of concessions, including: a longer warning period before a Facebook could be designated by the Code; a longer period before news organisations would be able to expect negotiations to be concluded; an acknowledgement that existing deals would be taken in to account during negotiations; and, most importantly, a clarification that if Facebook was to once again block news this would both prevent them being subject to the Code and was not be something the platform could be punished for. Like Google, though, Facebook’s biggest gain was again the Treasurer making it clear that by making deals in advance on the Code becoming law, it was likely that Facebook would not be designated, and thus not subject to the Code at all (Samios and Visentin). After these concessions the news standoff ended and on 23 February the Australian Treasurer declared that after tense negotiations Facebook had “refriended Australia”; the company had “committed to entering into good-faith negotiations with Australian news media businesses and seeking to reach agreements to pay for content” (Visentin). Over the next month there were some concerns voiced about slow progress, but then major deals were announced between Facebook and News Corp Australia, and with Nine, with other deals following closely (Meade, “Rupert Murdoch”). Just over a week after the ban began, Facebook returned news to their platform in Australia. Facebook obviously felt they had won the battle, but Australia Facebook users were clearly cannon fodder, with their interests and wellbeing ignored. Who Won? The Immediate Aftermath of the Code After the showdowns with Google and Facebook, the final amendments to the Code were made and it was legislated as the News Media and Digital Platforms Mandatory Bargaining Code (Australian Treasury), going into effect on 2 March 2021. However, when it became legally binding, not one single company was ‘designated’, meaning that the Code did not immediately apply to anyone. Yet deals had been struck, money would flow to Australian news companies, and Facebook had returned news to its platform in Australia. At the outset, Google, Facebook, news companies in Australia and the Australian government all claimed to have won the battle over the Code. Having talked up their tough stance on big tech platforms when the Digital Platforms Inquiry landed in 2019, the Australian Government was under public pressure to deliver on that rhetoric. The debates and media coverage surrounding the Code involved a great deal of political posturing and gained much public attention. The Treasurer was delighted to see deals being struck that meant Facebook and Google would pay Australian news companies. He actively portrayed this as the government protecting Australia’s interest and democracy. The fact that the Code was leveraged as a threat does mean that the nuances of the Code are unlikely to be tested in a courtroom in the near future. Yet as a threat it was an effective one, and it does remain in the Treasurer’s toolkit, with the potential to be deployed in the future. While mostly outside the scope of this article, it should definitely be noted that the biggest winner in the Code debate was Rupert Murdoch, executive chairman of News Corp. They were the strongest advocates of regulation forcing the digital giants to pay for news in the first place, and had the most to gain and least to lose in the process. Most large news organisations in Australia have fared well, too, with new revenue flowing in from Google and Facebook. However, one of the most important facets of the Code was the inclusion of mechanisms to ensure that regional and small news publishers in Australia would be able to negotiate with Facebook and Google. While some might be able to band together and strike terms (and some already have) it is likely that many smaller news companies in Australia will miss out, since the deals being struck with the bigger news companies appear to be big enough to ensure they are not designated, and thus not subject to the Code (Purtill). A few weeks after the Code became law ACCC Chair Rod Sims stated that the “problem we’re addressing with the news media code is simply that we wanted to arrest the decline in money going to journalism” (Kohler). On that front the Code succeeded. However, there is no guarantee the deals will mean money will support actual journalists, rather than disappearing as extra corporate profits. Nor is there any onus on Facebook or Google to inform news organisations about changes to their algorithms that might impact on news rankings. Also, as many Australia news companies are now receiving payments from Google and Facebook, there is a danger the news media will become dependent on that revenue, which may make it harder for journalists to report on the big tech giants without some perceptions of a conflict of interest. In a diplomatic post about the Code, Google thanked everyone who had voiced concerns with the initial drafts of the legislation, thanked Australian users, and celebrated that their newly launched Google News Showcase had “two million views of content” with more than 70 news partners signed up within Australia (Silva, “An Update”). Given that News Showcase had already begun rolling out elsewhere in the world, it is likely Google were already aware they were going to have to contribute to the production of journalism across the globe. The cost of paying for news in Australia may well have fallen within the parameters Google had already decided were acceptable and inevitable before the debate about the Code even began (Purtill). In the aftermath of the Code becoming legislation, Google also posted a cutting critique of Microsoft, arguing they were “making self-serving claims and are even willing to break the way the open web works in an effort to undercut a rival” (Walker). In doing so, Google implicitly claimed that the concessions and changes to the Code they had managed to negotiate effectively positioned them as having championed the free and open web. At the end of February 2021, in a much more self-congratulatory post-mortem of the Code entitled “The Real Story of What Happened with News on Facebook in Australia”, Facebook reiterated their assertion that they bring significant value to news publishers and that the platform receives no real value in return, stating that in 2020 Facebook provided “approximately 5.1 billion free referrals to Australian publishers worth an estimated AU$407 million to the news industry” (Clegg). Deploying one last confused metaphor, Facebook argued the original draft of the Code was “like forcing car makers to fund radio stations because people might listen to them in the car — and letting the stations set the price.” Of course, there was no mention that following that metaphor, Facebook would have bugged the car and used that information to plaster the internal surfaces with personalised advertising. Facebook also touted the success of their Facebook News product in the UK, albeit without setting a date for the rollout of the product in Australia. While Facebook did concede that “the decision to stop the sharing of news in Australia appeared to come out of nowhere”, what the company failed to do was apologise to Australian Facebook users for the confusion and inconvenience they experienced. Nevertheless, on Facebook’s own terms, they certainly positioned themselves as having come out winners. Future research will need to determine whether Facebook’s actions damaged their reputation or encouraged significant numbers of Australians to leave the platform permanently, but in the wake of a number of high-profile scandals, including Cambridge Analytica (Vaidhyanathan), it is hard to see how Facebook’s actions would not have further undermined consumer trust in the company and their main platform (Park et al.). In fighting the Code, Google and Facebook were not just battling the Australian government, but also the implication that if they paid for news in Australia, they likely would also have to do so in other countries. The Code was thus seen as a dangerous precedent far more than just a mechanism to compel payment in Australia. Since both companies ensured they made deals prior to the Code becoming law, neither was initially ‘designated’, and thus neither were actually subject to the Code at the time of writing. The value of the Code has been as a threat and a means to force action from the digital giants. How effective it is as a piece of legislation remains to be seen in the future if, indeed, any company is ever designated. For other countries, the exact wording of the Code might not be as useful as a template, but its utility to force action has surely been noted. Like the inquiry which initiated it, the Code set “the largest digital platforms, Google and Facebook, up against the giants of traditional media, most notably Rupert Murdoch’s News Corporation” (Flew and Wilding 50). Yet in a relatively unusual turn of events, both sides of that battle claim to have won. At the same time, EU legislators watched the battle closely as they considered an “Australian-style code” of their own (Dillon). Moreover, in the month immediately following the Code being legislated, both the US and Canada were actively pursuing similar regulation (Baier) with Facebook already threatening to remove news and go dark for Canadian Facebook users (van Boom). For Facebook, and Google, the battle continues, but fighting the Code has meant the genie of paying for news content is well and truly out of the bottle. References Australian Competition and Consumer Commission. 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Abstract:

A young woman in bikini bottoms and a vest top scrunched up to just below her breasts stands facing the camera. Behind her lies the neatened clutter of domestic space with family photographs arranged next to a fish tank. As this gently buzzes in its fluorescent pool of light, she begins to speak: I’ve just finished eating my McDonald’s meal, which was one of the new quarter pounders with the bacon and the cheese and ten nuggets and a large fries but I have not finished my drink. Pausing to hold up her drink to the camera, she shakes the takeaway cup to assess how much remains inside. With her other hand she gently pats her uncovered stomach, saying: I’m feeling very full and very tight on the top… very very tight like, here and here too… like a drum …Very full! But I know that I can probably fit more with liquids so I’m going to top it off with the rest of this drink and them I’m going to fill in all the spaces with the rest of the drink. After drinking the Dr Pepper before the screen fades to black, she says: I think next time I gotta get the double quarter pounder. I probably could take it, I could probably take on that double quarter pounder with the nuggets. So I’ll have to try that next time for you guys. This video on You Tube is one of many on the Internet labelled BBW, which stands for Big Beautiful Woman. This term dates back to the 1979 launch of BBW Magazine, a fashion and lifestyle magazine for women. As it was then, BBW is also used within spaces of size acceptance, such as among the women participating in Alexandra Lescaze’s documentary All of Me, which charts the lives of friends who met through the National Association to Advance Fat Acceptance. In such spaces, as on Internet blogs and discussion pages, BBW is employed to assert the desirability, rather than abjection, of a fat female body; it thereby counters the “stigma that still is associated with being a large person in a small society” as one of the women in All of Me, Dawn, puts it. BBW is also a term that features frequently in ‘fat forums’. These are adult content cyberspaces for, as one homepage states, “plus size models and their admirers.” Alongside these, there is also a genre of BBW pornography in which sexually explicit activity takes place. This is found on dedicated websites as well as in sub-sections of more ‘mainstream’ porn sites. In these latter the videos that feature BBWs are often labelled “fat fetish.” Against this background, this article draws on content analysis conducted between 2013 and 2015 of forty videos posted on You Tube by women who self-identify as fat (see Longhurst) and, specifically, as BBWs. In particular, it focuses on videos to which eating is central. In these, eating is either performed on camera or has taken place just before filming began. In the latter instance eating and its bodily resonances are visible in two ways: the BBW might describe the meal just eaten or her feeling of fullness, or there may be a textual description such as “after a big mac.” These videos have so far received little scholarly attention other than through a lens of sex, as enactments of “fat pornography” (cf. Kulick). Yet, analysing them as porn risks privileging an imagised rather than lived body and implicitly engaging only with a spectator’s viewpoint. It thereby potentially repeats the power dynamics it seeks to interrogate. This article instead suggests that there are key distinctions between these videos and porn. Although a discussion of gender and sexuality is precluded by limited space, focusing on eating offers a way to unpick this analytic conflation whilst also recognising how wider entanglements among sex, power and fat may texture the videos. As such, whilst being careful not to reduce the BBWs in these videos to no more than eating bodies, this focus seeks primarily to pay attention to their agency and embodiment. Drawing on literature that has critically engaged with fat from a variety of perspectives (cf. Evans Braziel and LeBesco; Forth and Leitch; Rothblum and Solovay), this discussion is particularly shaped by recent work that has sought to take account of lived experiences of moving through and encountering the world with a fat female body (cf. Murray; Tischner). In order to think through this, the article reflects on the Internet as a space not only of visuality, but also of viscerality. Defined by Robyn Longhurst et al. as “the sensations, moods and ways of being that emerge from our sensory engagement with the material and discursive environments in which we live” (334), viscerality has been argued to be a way in which to reflect on identity and power by paying attention to the materiality of everyday experiences (Hayes-Conroy and Hayes-Conroy, taste and visceral). It attends to the simultaneity of politics and intimacy as social relations are forged “at the level of the guts” (Probyn 1). In turn, recent attention to eating has suggested this to be an act that forges social connections at myriad scales (see Abbots and Lavis) as people, places and objects are brought into encounter by ingestion and digestion. An attention to what eating is and does in these videos therefore recognises power dynamics between BBWs and viewing Others, whilst also not taking these to preclude other modalities of agency. It elucidates the co-production of bodily materialities and lived experiences, whilst also tracing the multi-directional slippages between consuming and becoming the Other. Engaging with affects and socialities set in motion by eating offers up a vision of this as an act that may be shared among bodies in ways at once disembodied but visceral. Visuality The homepage of a pornographic website describing itself as “the home of BBWs” suggests that the viewer click on links to see women diving into the kinkiest fetishes and activities you’d ever want to see BBWs do! From face-sitting and squashing, to eating anything and everything, these big fat chicks do it. It goes on to state that “these girls are massive, like their stomachs and appetites” and, illustrating assumptions regarding whose gaze is turned on this page, that “your dick won’t know what to do with itself!” The juxtaposition of the seemingly mundane, and also individual, activity of eating with overtly sexual and corporeally social activities such as face-sitting, suggests that to think through BBW videos focused on eating and trace their divergences from porn, we perhaps first need to attend to this wider landscape in which eating features as “kinky fetish”; it involves recognising intersections as well as disconnects. An undercurrent of sex does resonate through some of the eating videos posted on You Tube by BBWs. Although women are clothed and no sexual activity takes place, many of the titles contain the words “sexy BBW.” Likewise, the language used by participants to talk about their bodies during or after eating is often sexually inflected. Just as the BBW above said of her Dr Pepper that she could “take it,” others talk of being “filled” in a way that folds food into an imaginary of penetrative sex. Bodily boundaries are also shown to be porous in further ways as fat is described as “bursting out of trousers.” A woman eating ice cream directs the camera downwards, saying, “look at that, my underwear’s rolling right down […] my tummy cannot be contained anymore.” Furthermore, to shift our analytic positioning for a moment, it is clear that the BBWs in these videos are regarded as sexually desirable by viewers. A You Tube video in which a woman eats a burger is accompanied by a viewer’s comment: Hello beautiful, I wish that I was there so I could do the fondling and caressing of your beautiful, fat belly while you just concentrated on eating your food. This contrasts to other viewers whose derogatory comments range from the denigrating “you are so ugly and disgusting” to the rather less articulate “eww.” These clearly highlight the “derision and even repulsion” (Lupton 3. See also Cain et al., Erdman Farrell) often directed at, especially female, fat. In contrast, by establishing a fat female – and indeed eating – body as desirable, these videos instead denote themselves as spaces of fat acceptance. Self-identified BBW and adult actress April Flores links her work in porn films to a wider politics of fat acceptance, saying: I want to have my work be a catalyst for change in people seeing fat women as sexual beings. Because we are, and we're not viewed that way. Right now, fat women are relegated to being the punch line and I want my work to change that. (Flores quoted in Wischhover) Flores would seem to articulate a neoliberal narrative of pornography as female empowerment (see Gill) here and it is important to recognise the connections between this and a wider context of disempowerment and stigma. Yet, the power dynamics of gaining social and sexual acceptance through a desiring gaze are also problematic. They highlight, as Rachel Colls puts it, “what the risks are for fat, female bodies and a re-framing of fatness more generally when designating acceptance according to a particular space and to ‘an’ admiring audience” (19). This links the pornographic works of April Flores with the eating videos that are the focus of this article. In both spaces, being visually consumed by an Other is invested with the power to circumscribe one’s own body as acceptable. In one video, a woman who has just finished eating pulls up her top to show her belly. Looking directly into the camera, she asks “do you like that?” A well-known self-described BBW, Donna Simpson, has poignantly written about her decision to shut down her website after years of charging 19 dollars a month to watch her eat (Simpson). She states that “the bottom line is that it was a fantasy created for men […] It’s about control” (quoted in Rose). One way in which control manifested was in how largely-male members of her website not only watched her eat but also directed this, circumscribing what she did and did not put into her own body. Although the financial transaction of the membership fee underpinned this access to Donna Simpson by offering the possibility of one-on-one video chats, there is some similar interaction afforded by the comments posted in response to the eating videos on You Tube. Beneath a video of a woman eating cake, one viewer has written “you’re adorable” to which the BBW herself has replied “you're sweet! thank you.” As such, accompanying these videos there are many requests from viewers centred on eating and food, along the lines of “eat this for me.” These are sometimes responded to in follow-up videos or with links to a paying website like Donna Simpson’s. Such requests demonstrate diverse self-positionings on the part of viewers; the more overtly sexual, such as “eat me” and “I wish to be that cake,” are joined by the expression of desire to be close to the BBW: Wow you are one big sexy fatty with a Huge Blubber Belly!! that thing is soo sexy. I would kill to see you waddling to the buffet bar with your fat jiggling and leading the way. But, to more explicitly address the problematic dynamics of power that have resonated through this discussion so far, these comments are commonly joined by a desire to feed the woman in the video. One viewer writes, “I’d love to get a huge funnel and tube and pour gallons upon gallons of beer down your throat and watch your belly expand!!” These words (at least seek to) intervene in and shape the body of the BBW to whom they are directed. It has been suggested that food “and its relations to bodies is fundamentally about power” (Goody 37) and directions to “eat an éclair for me,” for example, draw forth the power dynamics here by illustrating the co-production of corporeal materialities; the BBWs’ body fat is (at least to a certain extent) made and mediated by viewers. Moreover, in this process, some viewers not only position themselves as feeders but also assume the existence of a feeder off-camera, thereby framing the woman’s eating as always directed by an Other rather than autonomous. This aligns these videos with a wider context of feederism (see Giovanelli and Peluso) and this is sometimes made explicit; beneath one video, a viewer writes somewhat aggressively “your feeder's nice with you, you'd be twice that size with me.” The first half of this article has recognised the setting of these videos within a wider cyber-landscape of porn/power/fat/stigma entanglements. Yet, to suggest that although “the single most striking thing about this genre of pornography is that the women who are pictured do not engage in sex” (Kulick 79) and argue that they instead “have food” (79) reveals the problem with calling them porn and ending our analysis there. It defines the videos, and thus the women in them, through that which is absent, swapping sex for food. This risks repeating in analysis “the kind of harmful behavior in which men reduce fat women to sexual objects” (Saguy 553) by implicitly aligning with the viewer. To avoid this necessitates engaging with the BBWs themselves, their modes of embodiment and lived materialities. As Don Kulick notes, “most of the camera work is focused on their stomachs” (79) and it is here that such an engagement begins. Viscerality Reclaiming the ubiquitous imagery of “headless fatties” (Cooper) in media discussions of obesity, one video begins with a full-screen shot of a woman’s stomach. The camera pans to reveal a box of chocolates balanced on her lap and a hand reaches down to take one. Over the next three wordless minutes, as her fingers move between half-glimpsed chocolate box and unseen mouth, the woman rubs her belly with her other hand, folding and kneading her fat before letting it tumble onto her thighs. In other videos BBWs hold their stomachs to the camera to show how “full of food,” as one woman puts it, these are. Others adjust their position, clothing and webcams to enable a better view of their stomachs, or as they are more habitually called, their “bellies.” Rather than read this focus simply as a fetishisation of dislocated body parts, which echoes pornography, here bellies take on significance precisely because they are the “site of incorporation” (Carden-Coyne and Forth 1); they are indexical of eating. Momentarily altering our viewpoint to elucidate this, on the comment board of another video a viewer has simply written “digestion yeah!” Bellies, thus, gain meaning from eating rather than the other way around. This shift from visuality to viscerality draws us back to the viewpoint of the BBWs; their agency, pleasure and lived materiality is brought literally into the line of the camera. In another video, a woman rubs her belly sensuously. To elucidate the contours of this embodied performance, the video’s tagline reads: A family size lasagne a double milkshake a pound of butter melted in mash potatoes with a can of cheese for lunch wait till i get finished stuffing myself becoming fat is the ultimate pleasure. This woman is not alone in asserting the pleasure of becoming fat. Juxtaposed with articulations of the pleasures of food, together these statements suggest that eating on camera is not so much directed outwards to a desiring gaze. Rather, it is turned inwards as women look down at their bodies, roll food around their mouths and lick their fingers. A video in which a woman eats in her parked car begins: Okay, for lunch I’ve got some fried chicken; it’s two pieces with fries, and there’s lots of ketchup here… I also got a gravy and a macaroni salad to go with it… on yeah and I did pay an extra dollar for an extra piece of chicken so it’s three pieces of chicken. Here the BBW’s eating and its pleasures map the space of this video as closed. Yet her simultaneous narration also opens up this savoured moment of ingestion to a listening and viewing Other. This suggests that it may be not so much bodies that are shared or desired in these videos (as they are in pornography, perhaps), but rather the act of eating itself; these spaces invoke a “mimetic desire” (Girard) to be in this food-consuming moment. In another video a woman talks the viewer through the various flavours of cotton candy in her hand before deciding to try the pink vanilla. After taking a bite she offers this to the camera, saying, “you can eat that part […] does it melt on your tongue?” Although the sharing of eating is verbally articulated here, there are many other instances in which this is less explicit but also present, as visceral viewing becomes a moment of eating from afar (Lavis). That viewers often leave comments such as “I can taste that burger” suggests that these videos engender “vicarious consumption” (Kirkwood) that may be a form of eating as affective as taking food into the mouth. As such, here we glimpse the multi-directional flows of agency, affect and sociality engendered by eating. Recent explorations of eating bodies have seen these as entangled in myriad social and material relations. By engaging with eating as instigating encounters between bodies and worlds, this work has thereby argued that “in the act of placing food in the mouth, landscapes, people, objects and imaginings not only juxtapose with and fold into one another, but are also reconstituted and reordered” (Abbots and Lavis 5. See also Probyn). Against this background, “vicarious consumption” (Kirkwood) offered by these videos folds the bodies of viewer and viewed together to reconfigure taken-for-granted notions of outsides and insides, eater and eaten. Visceral viewing as embodied consumption recognises eating as an act that may be shared and thereby take place among many bodies at once. It has been suggested that an attention to viscerality engages with “contextualized and interactive versions of the self and other” (Hayes-Conroy and Hayes-Conroy, visceral, 1273). As such, as consuming the Other slip-slides into becoming Other through mimetic eating, it is now viewers’ bodily materialities that are affected and reshaped; their hungering, salivating bodies are mediated by the BBWs’ moments of eating. In this reversal, our sense of the power dynamics of these videos shifts. As eating becomes shared and contingently and dynamically distributed across bodies, power too is dissipated between the actors that perhaps co-produce these (eating) spaces and bodies. Thus, these videos offer participants on both side of the lens the possibility of being caught up in affective flows, whilst also being “articulating subjects” (Probyn 17) who “reforge new meanings, new identities” (17) through eating. Conclusion By engaging with videos in which self-identified Big Beautiful Women eat online, this article has reflected on the diverse imaginings, socialities and flows of power that texture these spaces. Paying attention to eating has afforded an alternative view of these videos, challenging a pornographic reading by recognising other intimacies and affective connections. As such, this discussion has sought to re-prioritise the experiences and agency of the BBWs in the videos themselves, whilst also interrogating how their bodies may be patrolled and even produced by the gaze of Others. Thus, whilst being careful not to reduce the BBWs to no more than food – “dehumanised as symbols of cultural fear: the body, the belly, the arse, food” as Charlotte Cooper puts it - an attention to eating has responded to her suggestion to “try to get a hold of their humanity” in analysis. This article therefore set out to explore how a visceral attention might forge a more nuanced understanding of these videos. Yet, in so doing, it has also become clear that they inform wider theorisations of eating. Thinking through what eating is and where its boundaries lie in these spaces has illustrated that this is an act that may take diverse forms and be shared among bodies that are spatially and temporally apart. That the visceral viewing of an Other’s ingestion and digestion may itself be a form of eating offers a novel way to think through contingent and affective connections among foods, bodies and persons. References Abbots, Emma-Jayne, and Anna Lavis (eds.) Why We Eat, How We Eat: Contemporary Encounters between Foods and Bodies. Farnham: Ashgate, 2013. All of Me. Dir. Alexandra Lescaze. Mighty Fine Films, 2013. Cain, Trudie, Kerry Chamberlain and Ann Dupuis. “Bound Bodies: Navigating the Margins of Fat Bodies and Clothes.” Fat: Culture and Materiality, eds. Christopher Forth and Alison Leitch. London: Bloomsbury, 2014. 123-40. Carden-Coyne, Ana, and Christopher Forth. “The Belly and Beyond: Body, Self and Culture in Ancient and Modern Times.” Cultures of the Abdomen: Diet, Digestion and Fat in the Modern World, eds. Christopher Forth and Ana Carden-Coyne. New York: Palgrave Macmillan, 2005. 1-11. Colls, Rachel. “Big Girls Having Fun: Reflections on a ‘Fat Accepting Space’.” Somatechnics 2 (2012): 18–37. Cooper, Charlotte. “Headless Fatties.” 2012. 20 Dec. 2014 ‹http://www.charlottecooper.net/docs/fat/headless_fatties.htm›. Erdman Farrell, Amy. Fat Shame: Stigma and the Fat Body in American Culture. New York: New York UP, 2011. Evans Braziel, Jana, and Kathleen LeBesco. Bodies Out of Bounds: Fatness and Transgression. Berkeley: U of California P, 2001. Forth, Christopher, and Alison Leitch. Fat: Culture and Materiality. London: Bloomsbury, 2014. Gill, Rosalind. “Critical Respect: The Difficulties and Dilemmas of Agency and ‘Choice’ for Feminism.” European Journal of Women’s Studies 14 (2007): 69–80. Giovanelli, Dina, and Natalie Peluso. “Feederism: A New Sexual Pleasure and Subculture.” The Handbook of New Sexuality Studies, ed. Steven Seidman. Oxford: Routledge, 2006. 309–314.Girard, René. Anorexia and Mimetic Desire. East Lansing: Michigan State UP, 2013. Goody, Jack. Cooking, Cuisine and Class: A Study in Comparative Sociology. Cambridge: Cambridge UP, 1982. Hayes-Conroy, Allison, and Jessica Hayes-Conroy. “Taking Back Taste: Feminism, Food and Visceral Politics.” Gender, Place & Culture 15.5 (2008): 461–473. Hayes-Conroy, Jessica, and Allison Hayes-Conroy. “Visceral Geographies: Mattering, Relating, and Defying.” Geography Compass 4.9 (2010): 1273–83. Kirkwood, Katherine. “Tasting But Not Tasting: MasterChef Australia and Vicarious Consumption.” M/C Journal 17.1 (2014). 10 May 2015 ‹http://journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/761›. Kulick, Don. “Porn.” Fat: The Anthropology of an Obsession, eds. Don Kulick and Anne Meneley. New York: Tarcher/Penguin, 2005. 77-92. Lavis, Anna. “Imagined Materialities and Material Imaginings: Food, Bodies and the ‘Stuff’ of (Not) Eating.” Gastronomica, forthcoming 2016. Longhurst, Robyn. “Fat Bodies: Developing Geographical Research Agendas”. Progress in Human Geography 29.3 (2005): 247-59. Longhurst Robyn, Lynda Johnston, and Elsie Ho. “A Visceral Approach: Cooking ‘at Home’ with Migrant Women in Hamilton, New Zealand.” Trans Inst Br Geog NSr 34 (2009): 333–345. Lupton, Deborah. Fat. London: Routledge, 2013. Murray, Samantha. “Doing Politics or Selling Out? Living the Fat Body.” Women's Studies 34 (2005): 265-77. Probyn, Elspeth. Carnal Appetites: FoodSexIdentities. London: Routledge, 2000. Saguy, Abigail. “Sex, Inequality, and Ethnography: Response to Erich Goode.” Qualitative Sociology 25.4 (2002): 549-56. Tischner, Irmgard. Fat Lives: A Feminist Psychological Exploration. Hove: Routledge, 2013. Rose, Lisa. “Once 600 Pounds, Mom from Old Bridge Puts Down the Fork and Turns Off the Webcam.” New Jersey.com 18 Dec. 2011. 29 Jan. 2014 ‹http://www.nj.com/news/index.ssf/2011/12/once_600_pounds_mom_from_old_b.htm›. Rothblum, Esther, and Sandra Solovay (eds.). The Fat Studies Reader. New York: New York UP, 2009. Simpson, Donna. “A Fat Christmas Story!” The Huffington Post 21 Dec. 2011. 24 Jan. 2014 ‹http://www.huffingtonpost.com/donna-simpson/a-fat-christmas-story_b_1163496.html›. Wischhover, Cheryl. "I Want People to See Fat Women as Sexual Beings. Because We Are: April Flores, BBW Porn Performer of the Year, Talks about Reclaiming the Term ‘Fat Girl’.” Cosmopolitan 10 Mar. 2015. 22 Apr. 2015 ‹http://www.cosmopolitan.com/sex-love/news/a37554/april-flores-bbw-porn-performer-fat-acceptance›.

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, advertisements 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, advertisements 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 advertisements 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 advertisements 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 advertisements 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 advertisements 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 advertisements 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, advertisements 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]).

Abstract:

The use of RFID (radio frequency identification), also called “smart tags”, is on the rise in the retail industry. In short, RFID are tiny microchips using short range radio signals to emit information and can be used to tag goods, buildings, cars, pets, people etc. Unlike bar-code scanners, which must be held directly in front of the item being scanned, one of the benefits of RFID tags is that they can be scanned from a distance. It is expected that RFID will eventually replace the bar code and its use is likely to save companies like Wal-Mart, Procter & Gamble and Gillette millions of dollars as they can track every bottle of shampoo or packet of razor blades from the factory floor to the store shelf (Baard, “Lawmakers”). Most agree that using RFID to track goods from the point of manufacture to the location of sale in order to prevent goods being lost, stolen or handled inappropriately, is acceptable and not cause for privacy concerns. But as marketers often take every opportunity to learn more about consumers and their purchasing behaviours, some fear that tags embedded in clothing, membership cards, mobile phones etc. may be scanned inappropriately and used to target individuals with cleverly tailored marketing messages. In the effort to provide a more customised experience, business is at risk of becoming increasingly intrusive – something that will not be universally acceptable. But is it all bad? Privacy concerns aside, smart tags can add new functions as well as enable a whole range of innovative products and services when joined with other technologies. RFID beyond Traditional Value Chain Management Prada is often mentioned as an example of how RFID can be taken beyond the traditional value chain management. Prada has implemented some ground-breaking technology in their Manhattan (New York) store, all based around RFID. RF-receivers automatically detect and scan garments brought into the dressing room. Via a touch screen the customers view tips on how to mix and match, access information about available sizes, colours, fabrics and styles, and watch video clips of models wearing the very outfit they are trying on (Grassley, ”Prada’s”). Eventually customers will be able to create virtual closets and store information about what they have tried on or bought on their Prada Web account (”Prada’s”). Customers’ details, including notes made by sales assistants, e.g. preferences, can be stored automatically in customer cards, readable by sales assistants’ handhelds or at the cash register (”Prada’s”) – information that could be used by the assistant to spur further sales by suggesting for example: “Last time you were here, you bought a black skirt. We have a sweater that matches that skirt” (Batista). Another example is Precision Dynamics Corp (PDC), which developed an automatic identification wristband incorporating RFID technology. One application is the AgeBand which is used to verify the bearer’s age when purchasing alcohol. ID is checked when entering the venue and the customer receives a plastic wristband printed with personal details that cannot be removed without being damaged or destroyed (Swedberg). The embedded chip can be linked to a customer’s credit card number or a cash deposit to pay for purchases while on the premises. “It is also an easy way to collect statistics for marketing”, says PDC’s senior marketing communications specialist, Paula Maggio (qtd. in Swedberg). Although the RFID clearly provides benefits and new opportunities to business operations, there is an argument over whether consumers will ultimately gain or suffer when smart tags become more commonplace. Certainly it may be convenient to have smart hangers that project virtual clothes onto a customer’s reflection in the mirror so they can try on a range of outfits without having to remove their clothes, but the collection of personal information necessary to provide this convenience also raises complex privacy issues. Fear of Intrusive Marketing Hesseldahl believes that our homes, workplaces, shops, malls, cars, trains, planes and bicycles will all be environments that constantly notice who we are and what we are doing, and which – according to a detailed profile of our habits – will try to service us in ways we can hardly even imagine today (25). This may be helpful to us in many ways, but there are concerns that organisations will use RF-technology to connect product information to individuals in order to create personal profiles which can then be used for pin-pointed marketing purposes, or even for tracking individuals, without their knowledge or consent. A possible scenario is one where consumers are bombarded with intrusive advertising based on what they are wearing, what they are purchasing, their history of past purchases, demographics and more. “Kill Machines” Fearing that the technology will be abused, many privacy advocates suggest that RFID must only be used to keep track of goods in the supply chain and thus be deactivated as soon as they leave the store. For example, consumer organisations such as CASPIAN (Consumers Against Supermarket Privacy Invasion and Numbering), the American Civil Liberties Union, and Electronic Frontiers Australia, lobby for the obligatory deactivation of the tags at the point of purchase. But companies such as Procter & Gamble and Wal-Mart would prefer to keep the tags active after checkout, rather than disabling them with so called “kill machines”, so they can match the unique codes emitted by RF-tags to shopper’s personal information (Baard “Watchdog”). They will want to use RF technology to support the sales process and to provide the consumer with new and better services than what is otherwise possible. And without doubt, if the tags are deactivated some genuinely helpful applications would be lost to the consumer, e.g. being able to call your refrigerator from the supermarket to check if you need milk or your washing machine alerting you if you have accidentally put a delicate garment in your white wash. Looking at the Bright Side Privacy concerns aside, RFID technology, in fact, has the potential to empower consumers as it will put more information about products at consumers’ fingertips. Consumers will for example be able to go into competing supermarkets and scan items with an RF-receiver embedded in their mobile phone, record prices, store and process the information to evaluate which store offers better value. The information can then be shared with other shoppers via the Internet, and suddenly we have a powerful “shopping bot” which transcends the online world. Consequently, RFID has the potential to make competition between retailers tougher than ever before and to benefit consumers through lower and more transparent pricing. In addition, RFID tags may also make possible faster and more accurate services, particularly in supermarkets. Shopping carts are mounted with computers which automatically register all items put into the cart and enable the customer to keep track of items, their prices and their total amount (Blau). RFID can also be used to find the location of items in the store and show more detailed information on a product (origin, use by date, content etc.) and as the customer passes through the checkout, all purchases are registered automatically in a matter of seconds. Privacy Protection In Australia, the Privacy Amendment (Private Sector) Act 2000, with its ten National Privacy Principles (NPP), has been highly criticised over the last few years as being much to open for interpretation and thus difficult to reinforce. In short, the NPP allows for marketers to use non-sensitive personal information for direct marketing purposes without seeking the individual’s consent if it is impracticable to do so (“Guidelines”). That is, as long as they make available a privacy policy explaining why the data is collected and who will have access, they ensure that the data is correct and up to date, protected from unauthorised access, and that individuals are given access to their data upon request (“Guidelines”). In 2003 the Spam Act was introduced in order to take a tougher stand on the escalating problem with massive amounts of unsolicited emails filling up inboxes, threatening the whole concept of the Internet and its many benefits. In essence, the Spam Act will not allow commercial electronic messages to be sent without the recipient’s prior consent or without a possibility to unsubscribe (“Spam”). In the same manner that the Spam Act was passed to regulate the collection of Internet users’ contact information, it may become necessary to regulate the collection and use of data obtained via RFID if the NPP are deemed inadequate. The difficulty will be to do so and at the same time safeguard many of the positive side-effects the technology may have for businesses and consumers. As argued by Roger Clarke, privacy has to be balanced against many other, often competing interests: “The privacy interest of one person may conflict with that of another person, or of a groups of people, or of an organisation, or of society as a whole. Hence: Privacy Protection is a process of finding appropriate balances between privacy and multiple competing interests.” It is therefore recommended that legislators and policy makers keep up with the development and undertake significant research into both sides before any legislation is passed so that the best interests of consumers and business are catered for. Can There Be a Win-Win Situation? Although business can expect some significant gains from the use of RFID, particularly through a more effective value chain management but also from more substantial and better quality business intelligence, consumers may in fact be the real winners as new and better business concepts, products and services are made available. Further, with the increased transparency in business, consumers can use the vast amounts of information available to find the best products and services, at the best price, and from the best provider. With the aid of smart software, such as search agents, it will be a rather effortless task and will provide consumers with a real advantage. But this assumes consumers are aware of the benefits and how they can be exploited, and have the means to do so – something that will require some skill, interest, money and time. Consumers will also have to give up some privacy in order to take full advantage of the new technology. For the industry, the main challenge will be communicating what these advantages are, as acceptance, adoption and thus also return on investment will depend upon it. For legislators and policy makers, the major dilemma will be to provide a regulatory framework that is flexible but distinct, and that will prevent abuse and at the same time enable positive outcomes for both business and consumers. A fine line that should be treaded wisely in order to create a future where everyone can gain from the benefits of using this technology. References Baard, Mark. “Lawmakers Alarmed by RFID Spying.” Wired News 26 Feb. 2004. 9 Mar. 2004 http://www.wired.com/news/privacy/0,1848,62433,00.html>. Baard, Mark. ”Watchdog Push for RFID Laws.” Wired News 5 Apr. 2004. 6 Apr. 2004 http://www.wired.com/news/privacy/0,1848,62922,00.html>. Batista, Elisa. ”What Your Clothes Say about You.” Wired News 12 Mar. 2003. 8 Mar. 2004 http://www.wired.com/news/wireless/0,1382,58006,00.html>. Blau, John. ”Så fungerar det digitala snabbköpet.” PC för Alla 1 (2004). 8 Mar. 2004 http://www.idg.se/ArticlePages/200402/27/20040227165630_IDG. se760/20040227165630_IDG.se760.dbp.asp>. Clarke, Roger. Beyond the OECD Guidelines: Privacy Protection for the 21st Century. 4 Jan. 2000. 15 Mar. 2004 http://www.anu.edu.au/people/Roger.Clarke/DV/PP21C.html>. Grassley, Tanya. ”Retailers Outfit Stores with Tech.” Wired News 18 Dec. 2002. 8 Mar. 2004 http://www.wired.com/news/holidays/0,1882,56885,00.html>. “Guidelines to the National Privacy Principles.” The Office of the Federal Privacy Commissioner 2001. 4 Apr. 2004 http://www.privacy.gov.au/publications/nppgl_01.html#sum>. Hessledahl, Peter. Den globale organisme. Copenhagen: Aschehoug, 2002. 24 Apr. 2004 http://www.global-organisme.dk/e-bog/den_globale_organisme.pdf>. ”Prada’s Smart Tags Too Clever?” Wired News 27 Oct. 2002. 9 Mar. 2004 http://www.wired.com/news/technology/0,1282,56042,00.html>. “Spam” DCITA 2004. 4 Apr. 2004 http://www2.dcita.gov.au/ie/trust/improving/spam>. Swedberg, Claire. ”Putting Drinks on the Cuff.” RFID Journal 15 Jun. 2004. 15 Jun. 2004 http://www.rfidjournal.com/article/articleview/987/1/1/>. Citation reference for this article MLA Style Melchior, Angelika. "Tag & Trace Marketing." M/C Journal 8.4 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0508/03-melchior.php>. APA Style Melchior, A. (Aug. 2005) "Tag & Trace Marketing," M/C Journal, 8(4). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0508/03-melchior.php>.

Abstract:

IntroductionIn July 1997, the Mackay campus of Central Queensland University hosted a conference with the theme Regional Australia: Visions of Mackay. It was the first academic conference to be held at the young campus, and its aim was to provide an opportunity for academics, business people, government officials, and other interested parties to discuss their visions for the development of Mackay, a regional community of 75,000 people situated on the Central Queensland coast (Danaher). I delivered a presentation at that conference and authored a chapter in the book that emerged from its proceedings. The chapter entitled “Mackay Online” explored the potential impact that the Internet could have on the Mackay region, particularly in the areas of regional business, education, health, and entertainment (Pace). Two decades later, how does the reality compare with that vision?Broadband BluesAt the time of the Visions of Mackay conference, public commercial use of the Internet was in its infancy. Many Internet services and technologies that users take for granted today were uncommon or non-existent then. Examples include online video, video-conferencing, Voice over Internet Protocol (VoIP), blogs, social media, peer-to-peer file sharing, payment gateways, content management systems, wireless data communications, smartphones, mobile applications, and tablet computers. In 1997, most users connected to the Internet using slow dial-up modems with speeds ranging from 28.8 Kbps to 33.6 Kbps. 56 Kbps modems had just become available. Lamenting these slow data transmission speeds, I looked forward to a time when widespread availability of high-bandwidth networks would allow the Internet’s services to “expand to include electronic commerce, home entertainment and desktop video-conferencing” (Pace 103). Although that future eventually arrived, I incorrectly anticipated how it would arrive.In 1997, Optus and Telstra were engaged in the rollout of hybrid fibre coaxial (HFC) networks in Sydney, Melbourne, and Brisbane for the Optus Vision and Foxtel pay TV services (Meredith). These HFC networks had a large amount of unused bandwidth, which both Telstra and Optus planned to use to provide broadband Internet services. Telstra's Big Pond Cable broadband service was already available to approximately one million households in Sydney and Melbourne (Taylor), and Optus was considering extending its cable network into regional Australia through partnerships with smaller regional telecommunications companies (Lewis). These promising developments seemed to point the way forward to a future high-bandwidth network, but that was not the case. A short time after the Visions of Mackay conference, Telstra and Optus ceased the rollout of their HFC networks in response to the invention of Asynchronous Digital Subscriber Line (ADSL), a technology that increases the bandwidth of copper wire and enables Internet connections of up to 6 Mbps over the existing phone network. ADSL was significantly faster than a dial-up service, it was broadly available to homes and businesses across the country, and it did not require enormous investment in infrastructure. However, ADSL could not offer speeds anywhere near the 27 Mbps of the HFC networks. When it came to broadband provision, Australia seemed destined to continue playing catch-up with the rest of the world. According to data from the Organisation for Economic Cooperation and Development (OECD), in 2009 Australia ranked 18th in the world for broadband penetration, with 24.1 percent of Australians having a fixed-line broadband subscription. Statistics like these eventually prompted the federal government to commit to the deployment of a National Broadband Network (NBN). In 2009, the Kevin Rudd Government announced that the NBN would combine fibre-to-the-premises (FTTP), fixed wireless, and satellite technologies to deliver Internet speeds of up to 100 Mbps to 90 percent of Australian homes, schools, and workplaces (Rudd).The rollout of the NBN in Mackay commenced in 2013 and continued, suburb by suburb, until its completion in 2017 (Frost, “Mackay”; Garvey). The rollout was anything but smooth. After a change of government in 2013, the NBN was redesigned to reduce costs. A mixed copper/optical technology known as fibre-to-the-node (FTTN) replaced FTTP as the preferred approach for providing most NBN connections. The resulting connection speeds were significantly slower than the 100 Mbps that was originally proposed. Many Mackay premises could only achieve a maximum speed of 40 Mbps, which led to some overcharging by Internet service providers, and subsequent compensation for failing to deliver services they had promised (“Optus”). Some Mackay residents even complained that their new NBN connections were slower than their former ADSL connections. NBN Co representatives claimed that the problems were due to “service providers not buying enough space in the network to provide the service they had promised to customers” (“Telcos”). Unsurprisingly, the number of complaints about the NBN that were lodged with the Telecommunications Industry Ombudsman skyrocketed during the last six months of 2017. Queensland complaints increased by approximately 40 percent when compared with the same period during the previous year (“Qld”).Despite the challenges presented by infrastructure limitations, the rollout of the NBN was a boost for the Mackay region. For some rural residents, it meant having reliable Internet access for the first time. Frost, for example, reports on the experiences of a Mackay couple who could not get an ADSL service at their rural home because it was too far away from the nearest telephone exchange. Unreliable 3G mobile broadband was the only option for operating their air-conditioning business. All of that changed with the arrival of the NBN. “It’s so fast we can run a number of things at the same time”, the couple reported (“NBN”).Networking the NationOne factor that contributed to the uptake of Internet services in the Mackay region after the Visions of Mackay conference was the Australian Government’s Networking the Nation (NTN) program. When the national telecommunications carrier Telstra was partially privatised in 1997, and further sold in 1999, proceeds from the sale were used to fund an ambitious communications infrastructure program named Networking the Nation (Department of Communications, Information Technology and the Arts). The program funded projects that improved the availability, accessibility, affordability, and use of communications facilities and services throughout regional Australia. Eligibility for funding was limited to not-for-profit organisations, including local councils, regional development organisations, community groups, local government associations, and state and territory governments.In 1998, the Mackay region received $930,000 in Networking the Nation funding for Mackay Regionlink, a project that aimed to provide equitable community access to online services, skills development for local residents, an affordable online presence for local business and community organisations, and increased external awareness of the Mackay region (Jewell et al.). One element of the project was a training program that provided basic Internet skills to 2,168 people across the region over a period of two years. A second element of the project involved the establishment of 20 public Internet access centres in locations throughout the region, such as libraries, community centres, and tourist information centres. The centres provided free Internet access to users and encouraged local participation and skill development. More than 9,200 users were recorded in these centres during the first year of the project, and the facilities remained active until 2006. A third element of the project was a regional web portal that provided a free easily-updated online presence for community organisations. The project aimed to have every business and community group in the Mackay region represented on the website, with hosting fees for the business web pages funding its ongoing operation and development. More than 6,000 organisations were listed on the site, and the project remained financially viable until 2005.The availability, affordability and use of communications facilities and services in Mackay increased significantly during the period of the Regionlink project. Changes in technology, services, markets, competition, and many other factors contributed to this increase, so it is difficult to ascertain the extent to which Mackay Regionlink fostered those outcomes. However, the large number of people who participated in the Regionlink training program and made use of the public Internet access centres, suggests that the project had a positive influence on digital literacy in the Mackay region.The Impact on BusinessThe Internet has transformed regional business for both consumers and business owners alike since the Visions of Mackay conference. When Mackay residents made a purchase in 1997, their choice of suppliers was limited to a few local businesses. Today they can shop online in a global market. Security concerns were initially a major obstacle to the growth of electronic commerce. Consumers were slow to adopt the Internet as a place for doing business, fearing that their credit card details would be vulnerable to hackers once they were placed online. After observing the efforts that finance and software companies were making to eliminate those obstacles, I anticipated that it would only be a matter of time before online transactions became commonplace:Consumers seeking a particular product will be able to quickly find the names of suitable suppliers around the world, compare their prices, and place an order with the one that can deliver the product at the cheapest price. (Pace 106)This expectation was soon fulfilled by the arrival of online payment systems such as PayPal in 1998, and online shopping services such as eBay in 1997. eBay is a global online auction and shopping website where individuals and businesses buy and sell goods and services worldwide. The eBay service is free to use for buyers, but sellers are charged modest fees when they make a sale. It exemplifies the notion of “friction-free capitalism” articulated by Gates (157).In 1997, regional Australian business owners were largely sceptical about the potential benefits the Internet could bring to their businesses. Only 11 percent of Australian businesses had some form of web presence, and less than 35 percent of those early adopters felt that their website was significant to their business (Department of Industry, Science and Tourism). Anticipating the significant opportunities that the Internet offered Mackay businesses to compete in new markets, I recommended that they work “towards the goal of providing products and services that meet the needs of international consumers as well as local ones” (107). In the two decades that have passed since that time, many Mackay businesses have been doing just that. One prime example is Big on Shoes (bigonshoes.com.au), a retailer of ladies’ shoes from sizes five to fifteen (Plane). Big on Shoes has physical shopfronts in Mackay and Moranbah, an online store that has been operating since 2009, and more than 12,000 followers on Facebook. This speciality store caters for women who have traditionally been unable to find shoes in their size. As the store’s customer base has grown within Australia and internationally, an unexpected transgender market has also emerged. In 2018 Big on Shoes was one of 30 regional businesses featured in the first Facebook and Instagram Annual Gift Guide, and it continues to build on its strengths (Cureton).The Impact on HealthThe growth of the Internet has improved the availability of specialist health services for people in the Mackay region. Traditionally, access to surgical services in Mackay has been much more limited than in metropolitan areas because of the shortage of specialists willing to practise in regional areas (Green). In 2003, a senior informant from the Royal Australasian College of Surgeons bluntly described the Central Queensland region from Mackay to Gladstone as “a black hole in terms of surgery” (Birrell et al. 15). In 1997 I anticipated that, although the Internet would never completely replace a visit to a local doctor or hospital, it would provide tools that improve the availability of specialist medical services for people living in regional areas. Using these tools, doctors would be able to “analyse medical images captured from patients living in remote locations” and “diagnose patients at a distance” (Pace 108).These expectations have been realised in the form of Queensland Health’s Telehealth initiative, which permits medical specialists in Brisbane and Townsville to conduct consultations with patients at the Mackay Base Hospital using video-conference technology. Telehealth reduces the need for patients to travel for specialist advice, and it provides health professionals with access to peer support. Averill (7), for example, reports on the experience of a breast cancer patient at the Mackay Base Hospital who was able to participate in a drug trial with a Townsville oncologist through the Telehealth network. Mackay health professionals organised the patient’s scans, administered blood tests, and checked her lymph nodes, blood pressure and weight. Townsville health professionals then used this information to advise the Mackay team about her ongoing treatment. The patient expressed appreciation that the service allowed her to avoid the lengthy round-trip to Townsville. Prior to being offered the Telehealth option, she had refused to participate in the trial because “the trip was just too much of a stumbling block” (Averill 7).The Impact on Media and EntertainmentThe field of media and entertainment is another aspect of regional life that has been reshaped by the Internet since the Visions of Mackay conference. Most of these changes have been equally apparent in both regional and metropolitan areas. Over the past decade, the way individuals consume media has been transformed by new online services offering user-generated video, video-on-demand, and catch-up TV. These developments were among the changes I anticipated in 1997:The convergence of television and the Internet will stimulate the creation of new services such as video-on-demand. Today television is a synchronous media—programs are usually viewed while they are being broadcast. When high-quality video can be transmitted over the information superhighway, users will be able to watch what they want, when and where they like. […] Newly released movies will continue to be rented, but probably not from stores. Instead, consumers will shop on the information superhighway for movies that can be delivered on demand.In the mid-2000s, free online video-sharing services such as YouTube and Vimeo began to emerge. These websites allow users to freely upload, view, share, comment on, and curate online videos. Subscription-based streaming services such as Netflix and Amazon Prime have also become increasingly popular since that time. These services offer online streaming of a library of films and television programs for a fee of less than 20 dollars per month. Computers, smart TVs, Blu-ray players, game consoles, mobile phones, tablets, and other devices provide a multitude of ways of accessing streaming services. Some of these devices cost less than 100 dollars, while higher-end electronic devices include the capability as a bundled feature. Netflix became available in Mackay at the time of its Australian launch in 2015. The growth of streaming services greatly reduced the demand for video rental shops in the region, and all closed down as a result. The last remaining video rental store in Mackay closed its doors in 2018 after trading for 26 years (“Last”).Some of the most dramatic transformations that have occurred the field of media and entertainment were not anticipated in 1997. The rise of mobile technology, including wireless data communications, smartphones, mobile applications, and tablet computers, was largely unforeseen at that time. Some Internet luminaries such as Vinton Cerf expected that mobile access to the Internet via laptop computers would become commonplace (Lange), but this view did not encompass the evolution of smartphones, and it was not widely held. Similarly, the rise of social media services and the impact they have had on the way people share content and communicate was generally unexpected. In some respects, these phenomena resemble the Black Swan events described by Nassim Nicholas Taleb (xvii)—surprising events with a major effect that are often inappropriately rationalised after the fact. They remind us of how difficult it is to predict the future media landscape by extrapolating from things we know, while failing to take into consideration what we do not know.The Challenge for MackayIn 1997, when exploring the potential impact that the Internet could have on the Mackay region, I identified a special challenge that the community faced if it wanted to be competitive in this new environment:The region has traditionally prospered from industries that control physical resources such as coal, sugar and tourism, but over the last two decades there has been a global ‘shift away from physical assets and towards information as the principal driver of wealth creation’ (Petre and Harrington 1996). The risk for Mackay is that its residents may be inclined to believe that wealth can only be created by means of industries that control physical assets. The community must realise that its value-added information is at least as precious as its abundant natural resources. (110)The Mackay region has not responded well to this challenge, as evidenced by measures such as the Knowledge City Index (KCI), a collection of six indicators that assess how well a city is positioned to grow and advance in today’s technology-driven, knowledge-based economy. A 2017 study used the KCI to conduct a comparative analysis of 25 Australian cities (Pratchett, Hu, Walsh, and Tuli). Mackay rated reasonably well in the areas of Income and Digital Access. But the city’s ratings were “very limited across all the other measures of the KCI”: Knowledge Capacity, Knowledge Mobility, Knowledge Industries and Smart Work (44).The need to be competitive in a technology-driven, knowledge-based economy is likely to become even more pressing in the years ahead. The 2017 World Energy Outlook Report estimated that China’s coal use is likely to have peaked in 2013 amid a rapid shift toward renewable energy, which means that demand for Mackay’s coal will continue to decline (International Energy Agency). The sugar industry is in crisis, finding itself unable to diversify its revenue base or increase production enough to offset falling global sugar prices (Rynne). The region’s biggest tourism drawcard, the Great Barrier Reef, continues to be degraded by mass coral bleaching events and ongoing threats posed by climate change and poor water quality (Great Barrier Reef Marine Park Authority). All of these developments have disturbing implications for Mackay’s regional economy and its reliance on coal, sugar, and tourism. Diversifying the local economy through the introduction of new knowledge industries would be one way of preparing the Mackay region for the impact of new technologies and the economic challenges that lie ahead.ReferencesAverill, Zizi. “Webcam Consultations.” Daily Mercury 22 Nov. 2018: 7.Birrell, Bob, Lesleyanne Hawthorne, and Virginia Rapson. The Outlook for Surgical Services in Australasia. Melbourne: Monash University Centre for Population and Urban Research, 2003.Cureton, Aidan. “Big Shoes, Big Ideas.” Daily Mercury 8 Dec. 2018: 12.Danaher, Geoff. Ed. Visions of Mackay: Conference Papers. Rockhampton: Central Queensland UP, 1998.Department of Communications, Information Technology and the Arts. Networking the Nation: Evaluation of Outcomes and Impacts. Canberra: Australian Government, 2005.Department of Industry, Science and Tourism. Electronic Commerce in Australia. 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Abstract:

Introduction: Bubbles and Sport The ephemeral materiality of bubbles – beautiful, spectacular, and distracting but ultimately fragile – when applied to protect or conserve in the interests of sport-media profit, creates conditions that exacerbate existing inequalities in sport and society. Bubbles are usually something to watch, admire, and chase after in their brief yet shiny lives. There is supposed to be, technically, nothing inside them other than one or more gasses, and yet we constantly refer to people and objects being inside bubbles. The metaphor of the bubble has been used to describe the life of celebrities, politicians in purpose-built capital cities like Canberra, and even leftist, environmentally activist urban dwellers. The metaphorical and material qualities of bubbles are aligned—they cannot be easily captured and are liable to change at any time. In this article we address the metaphorical sporting bubble, which is often evoked in describing life in professional sport. This is a vernacular term used to capture and condemn the conditions of life of elite sportspeople (usually men), most commonly after there has been a sport-related scandal, especially of a sexual nature (Rowe). It is frequently paired with connotatively loaded adjectives like pampered and indulged. The sporting bubble is rarely interrogated in academic literature, the concept largely being left to the media and moral entrepreneurs. It is represented as involving a highly privileged but also pressurised life for those who live inside it. A sporting bubble is a world constructed for its most prized inhabitants that enables them to be protected from insurgents and to set the terms of their encounters with others, especially sport fans and disciplinary agents of the state. The Covid-19 pandemic both reinforced and reconfigured the operational concept of the bubble, re-arranging tensions between safety (protecting athletes) and fragility (short careers, risks of injury, etc.) for those within, while safeguarding those without from bubble contagion. Privilege and Precarity Bubble-induced social isolation, critics argue, encourages a loss of perspective among those under its protection, an entitled disconnection from the usual rules and responsibilities of everyday life. For this reason, the denizens of the sporting bubble are seen as being at risk to themselves and, more troublingly, to those allowed temporarily to penetrate it, especially young women who are first exploited by and then ejected from it (Benedict). There are many well-documented cases of professional male athletes “behaving badly” and trying to rely on institutional status and various versions of the sporting bubble for shelter (Flood and Dyson; Reel and Crouch; Wade). In the age of mobile and social media, it is increasingly difficult to keep misbehaviour in-house, resulting in a slew of media stories about, for example, drunkenness and sexual misconduct, such as when then-Sydney Roosters co-captain Mitchell Pearce was suspended and fined in 2016 after being filmed trying to force an unwanted kiss on a woman and then simulating a lewd act with her dog while drunk. There is contestation between those who condemn such behaviour as aberrant and those who regard it as the conventional expression of youthful masculinity as part of the familiar “boys will be boys” dictum. The latter naturalise an inequitable gender order, frequently treating sportsmen as victims of predatory women, and ignoring asymmetries of power between men and women, especially in homosocial environments (Toffoletti). For those in the sporting bubble (predominantly elite sportsmen and highly paid executives, also mostly men, with an array of service staff of both sexes moving in and out of it), life is reflected for those being protected via an array of screens (small screens in homes and indoor places of entertainment, and even smaller screens on theirs and others’ phones, as well as huge screens at sport events). These male sport stars are paid handsomely to use their skill and strength to perform for the sporting codes, their every facial expression and bodily action watched by the media and relayed to audiences. This is often a precarious existence, the usually brief career of an athlete worker being dependent on health, luck, age, successful competition with rivals, networks, and club and coach preferences. There is a large, aspirational reserve army of athletes vying to play at the elite level, despite risks of injury and invasive, life-changing medical interventions. Responsibility for avoiding performance and image enhancing drugs (PIEDs) also weighs heavily on their shoulders (Connor). Professional sportspeople, in their more reflective moments, know that their time in the limelight will soon be up, meaning that getting a ticket to the sporting bubble, even for a short time, can make all the difference to their post-sport lives and those of their families. The most vulnerable of the small minority of participants in sport who make a good, short-term living from it are those for whom, in the absence of quality education and prior social status, it is their sole likely means of upward social mobility (Spaaij). Elite sport performers are surrounded by minders, doctors, fitness instructors, therapists, coaches, advisors and other service personnel, all supporting athletes to stay focussed on and maximise performance quality to satisfy co-present crowds, broadcasters, sponsors, sports bodies and mass media audiences. The shield offered by the sporting bubble supports the teleological win-at-all-costs mentality of professional sport. The stakes are high, with athlete and executive salaries, sponsorships and broadcasting deals entangled in a complex web of investments in keeping the “talent” pivotal to the “attention economy” (Davenport and Beck)—the players that provide the content for sale—in top form. Yet, the bubble cannot be entirely secured and poor behaviour or performance can have devastating effects, including permanent injury or disability, mental illness and loss of reputation (Rowe, “Scandals and Sport”). Given this fragile materiality of the sporting bubble, it is striking that, in response to the sudden shutdown following the economic and health crisis caused by the 2020 global pandemic, the leaders of professional sport decided to create more of them and seek to seal the metaphorical and material space with unprecedented efficiency. The outcome was a multi-sided tale of mobility, confinement, capital, labour, and the gendering of sport and society. The Covid-19 Gilded Cage Sociologists such as Zygmunt Bauman and John Urry have analysed the socio-politics of mobilities, whereby some people in the world, such as tourists, can traverse the globe at their leisure, while others remain fixed in geographical space because they lack the means to be mobile or, in contrast, are involuntarily displaced by war, so-called “ethnic cleansing”, famine, poverty or environmental degradation. The Covid-19 global pandemic re-framed these matters of mobilities (Rowe, “Subjecting Pandemic Sport”), with conventional moving around—between houses, businesses, cities, regions and countries—suddenly subjected to the imperative to be static and, in perniciously unreflective technocratic discourse, “socially distanced” (when what was actually meant was to be “physically distanced”). The late-twentieth century analysis of the “risk society” by Ulrich Beck, in which the mysterious consequences of humans’ predation on their environment are visited upon them with terrifying force, was dramatically realised with the coming of Covid-19. In another iteration of the metaphor, it burst the bubble of twenty-first century global sport. What we today call sport was formed through the process of sportisation (Maguire), whereby hyper-local, folk physical play was reconfigured as multi-spatial industrialised sport in modernity, becoming increasingly reliant on individual athletes and teams travelling across the landscape and well over the horizon. Co-present crowds were, in turn, overshadowed in the sport economy when sport events were taken to much larger, dispersed audiences via the media, especially in broadcast mode (Nicholson, Kerr, and Sherwood). This lucrative mediation of professional sport, though, came with an unforgiving obligation to generate an uninterrupted supply of spectacular live sport content. The pandemic closed down most sports events and those that did take place lacked the crucial participation of the co-present crowd to provide the requisite event atmosphere demanded by those viewers accustomed to a sense of occasion. Instead, they received a strange spectacle of sport performers operating in empty “cathedrals”, often with a “faked” crowd presence. The mediated sport spectacle under the pandemic involved cardboard cut-out and sex doll spectators, Zoom images of fans on large screens, and sampled sounds of the crowd recycled from sport video games. Confected co-presence produced simulacra of the “real” as Baudrillardian visions came to life. The sporting bubble had become even more remote. For elite sportspeople routinely isolated from the “common people”, the live sport encounter offered some sensory experience of the social – the sounds, sights and even smells of the crowd. Now the sporting bubble closed in on an already insulated and insular existence. It exposed the irony of the bubble as a sign of both privileged mobility and incarcerated athlete work, both refuge and prison. Its logic of contagion also turned a structure intended to protect those inside from those outside into, as already observed, a mechanism to manage the threat of insiders to outsiders. In Australia, as in many other countries, the populace was enjoined by governments and health authorities to help prevent the spread of Covid-19 through isolation and immobility. There were various exceptions, principally those classified as essential workers, a heterogeneous cohort ranging from supermarket shelf stackers to pharmacists. People in the cultural, leisure and sports industries, including musicians, actors, and athletes, were not counted among this crucial labour force. Indeed, the performing arts (including dance, theatre and music) were put on ice with quite devastating effects on the livelihoods and wellbeing of those involved. So, with all major sports shut down (the exception being horse racing, which received the benefit both of government subsidies and expanding online gambling revenue), sport organisations began to represent themselves as essential services that could help sustain collective mental and even spiritual wellbeing. This case was made most aggressively by Australian Rugby League Commission Chairman, Peter V’landys, in contending that “an Australia without rugby league is not Australia”. In similar vein, prominent sport and media figure Phil Gould insisted, when describing rugby league fans in Western Sydney’s Penrith, “they’re lost, because the football’s not on … . It holds their families together. People don’t understand that … . Their life begins in the second week of March, and it ends in October”. Despite misgivings about public safety and equality before the pandemic regime, sporting bubbles were allowed to form, re-form and circulate. The indefinite shutdown of the National Rugby League (NRL) on 23 March 2020 was followed after negotiation between multiple entities by its reopening on 28 May 2020. The competition included a team from another nation-state (the Warriors from Aotearoa/New Zealand) in creating an international sporting bubble on the Central Coast of New South Wales, separating them from their families and friends across the Tasman Sea. Appeals to the mental health of fans and the importance of the NRL to myths of “Australianness” notwithstanding, the league had not prudently maintained a financial reserve and so could not afford to shut down for long. Significant gambling revenue for leagues like the NRL and Australian Football League (AFL) also influenced the push to return to sport business as usual. Sport contests were needed in order to exploit the gambling opportunities – especially online and mobile – stimulated by home “confinement”. During the coronavirus lockdowns, Australians’ weekly spending on gambling went up by 142 per cent, and the NRL earned significantly more than usual from gambling revenue—potentially $10 million above forecasts for 2020. Despite the clear financial imperative at play, including heavy reliance on gambling, sporting bubble-making involved special licence. The state of Queensland, which had pursued a hard-line approach by closing its borders for most of those wishing to cross them for biographical landmark events like family funerals and even for medical treatment in border communities, became “the nation's sporting hub”. Queensland became the home of most teams of the men’s AFL (notably the women’s AFLW season having been cancelled) following a large Covid-19 second wave in Melbourne. The women’s National Netball League was based exclusively in Queensland. This state, which for the first time hosted the AFL Grand Final, deployed sport as a tool in both national sports tourism marketing and internal pre-election politics, sponsoring a documentary, The Sporting Bubble 2020, via its Tourism and Events arm. While Queensland became the larger bubble incorporating many other sporting bubbles, both the AFL and the NRL had versions of the “fly in, fly out” labour rhythms conventionally associated with the mining industry in remote and regional areas. In this instance, though, the bubble experience did not involve long stays in miners’ camps or even the one-night hotel stopovers familiar to the popular music and sport industries. Here, the bubble moved, usually by plane, to fulfil the requirements of a live sport “gig”, whereupon it was immediately returned to its more solid bubble hub or to domestic self-isolation. In the space created between disciplined expectation and deplored non-compliance, the sporting bubble inevitably became the scrutinised object and subject of scandal. Sporting Bubble Scandals While people with a very low risk of spreading Covid-19 (coming from areas with no active cases) were denied entry to Queensland for even the most serious of reasons (for example, the death of a child), images of AFL players and their families socialising and enjoying swimming at the Royal Pines Resort sporting bubble crossed our screens. Yet, despite their (players’, officials’ and families’) relative privilege and freedom of movement under the AFL Covid-Safe Plan, some players and others inside the bubble were involved in “scandals”. Most notable was the case of a drunken brawl outside a Gold Coast strip club which led to two Richmond players being “banished”, suspended for 10 matches, and the club fined $100,000. But it was not only players who breached Covid-19 bubble protocols: Collingwood coaches Nathan Buckley and Brenton Sanderson paid the $50,000 fine imposed on the club for playing tennis in Perth outside their bubble, while Richmond was fined $45,000 after Brooke Cotchin, wife of team captain Trent, posted an image to Instagram of a Gold Coast day spa that she had visited outside the “hub” (the institutionally preferred term for bubble). She was subsequently distressed after being trolled. Also of concern was the lack of physical distancing, and the range of people allowed into the sporting bubble, including babysitters, grandparents, and swimming coaches (for children). There were other cases of players being caught leaving the bubble to attend parties and sharing videos of their “antics” on social media. Biosecurity breaches of bubbles by players occurred relatively frequently, with stern words from both the AFL and NRL leaders (and their clubs) and fines accumulating in the thousands of dollars. Some people were also caught sneaking into bubbles, with Lekahni Pearce, the girlfriend of Swans player Elijah Taylor, stating that it was easy in Perth, “no security, I didn’t see a security guard” (in Barron, Stevens, and Zaczek) (a month later, outside the bubble, they had broken up and he pled guilty to unlawfully assaulting her; Ramsey). Flouting the rules, despite stern threats from government, did not lead to any bubble being popped. The sport-media machine powering sporting bubbles continued to run, the attendant emotional or health risks accepted in the name of national cultural therapy, while sponsorship, advertising and gambling revenue continued to accumulate mostly for the benefit of men. Gendering Sporting Bubbles Designed as biosecurity structures to maintain the supply of media-sport content, keep players and other vital cogs of the machine running smoothly, and to exclude Covid-19, sporting bubbles were, in their most advanced form, exclusive luxury camps that illuminated the elevated socio-cultural status of sportsmen. The ongoing inequalities between men’s and women’s sport in Australia and around the world were clearly in evidence, as well as the politics of gender whereby women are obliged to “care” and men are enabled to be “careless” – or at least to manage carefully their “duty of care”. In Australia, the only sport for women that continued during the height of the Covid-19 lockdown was netball, which operated in a bubble that was one of sacrifice rather than privilege. With minimum salaries of only $30,000 – significantly less than the lowest-paid “rookies” in the AFL – and some being mothers of small children and/or with professional jobs juggled alongside their netball careers, these elite sportswomen wanted to continue to play despite the personal inconvenience or cost (Pavlidis). Not one breach of the netballers out of the bubble was reported, indicating that they took their responsibilities with appropriate seriousness and, perhaps, were subjected to less scrutiny than the sportsmen accustomed to attracting front-page headlines. National Netball League (also known after its Queensland-based naming rights sponsor as Suncorp Super Netball) players could be regarded as fortunate to have the opportunity to be in a bubble and to participate in their competition. The NRL Women’s (NRLW) Premiership season was also completed, but only involved four teams subject to fly in, fly out and bubble arrangements, and being played in so-called curtain-raiser games for the NRL. As noted earlier, the AFLW season was truncated, despite all the prior training and sacrifice required of its players. Similarly, because of their resource advantages, the UK men’s and boy’s top six tiers of association football were allowed to continue during lockdown, compared to only two for women and girls. In the United States, inequalities between men’s and women’s sports were clearly demonstrated by the conditions afforded to those elite sportswomen inside the Women’s National Basketball Association (WNBA) sport bubble in the IMG Academy in Florida. Players shared photos of rodent traps in their rooms, insect traps under their mattresses, inedible food and blocked plumbing in their bubble accommodation. These conditions were a far cry from the luxury usually afforded elite sportsmen, including in Florida’s Walt Disney World for the men’s NBA, and is just one of the many instances of how gendered inequality was both reproduced and exacerbated by Covid-19. Bursting the Bubble As we have seen, governments and corporate leaders in sport were able to create material and metaphorical bubbles during the Covid-19 lockdown in order to transmit stadium sport contests into home spaces. The rationale was the importance of sport to national identity, belonging and the routines and rhythms of life. But for whom? Many women, who still carry the major responsibilities of “care”, found that Covid-19 intensified the affective relations and gendered inequities of “home” as a leisure site (Fullagar and Pavlidis). Rates of domestic violence surged, and many women experienced significant anxiety and depression related to the stress of home confinement and home schooling. During the pandemic, women were also more likely to experience the stress and trauma of being first responders, witnessing virus-related sickness and death as the majority of nurses and care workers. They also bore the brunt of much of the economic and employment loss during this time. Also, as noted above, livelihoods in the arts and cultural sector did not receive the benefits of the “bubble”, despite having a comparable claim to sport in contributing significantly to societal wellbeing. This sector’s workforce is substantially female, although men dominate its senior roles. Despite these inequalities, after the late March to May hiatus, many elite male sportsmen – and some sportswomen - operated in a bubble. Moving in and out of them was not easy. Life inside could be mentally stressful (especially in long stays of up to 150 days in sports like cricket), and tabloid and social media troll punishment awaited those who were caught going “over the fence”. But, life in the sporting bubble was generally preferable to the daily realities of those afflicted by the trauma arising from forced home confinement, and for whom watching moving sports images was scant compensation for compulsory immobility. The ethical foundation of the sparkly, ephemeral fantasy of the sporting bubble is questionable when it is placed in the service of a voracious “media sports cultural complex” (Rowe, Global Media Sport) that consumes sport labour power and rolls back progress in gender relations as a default response to a global pandemic. Covid-19 dramatically highlighted social inequalities in many areas of life, including medical care, work, and sport. For the small minority of people involved in sport who are elite professionals, the only thing worse than being in a sporting bubble during the pandemic was not being in one, as being outside precluded their participation. Being inside the bubble was a privilege, albeit a dubious one. But, as in wider society, not all sporting bubbles are created equal. Some are more opulent than others, and the experiences of the supporting and the supported can be very different. The surface of the sporting bubble may be impermanent, but when its interior is opened up to scrutiny, it reveals some very durable structures of inequality. Bubbles are made to burst. They are, by nature, temporary, translucent structures created as spectacles. As a form of luminosity, bubbles “allow a thing or object to exist only as a flash, sparkle or shimmer” (Deleuze, 52). In echoing Deleuze, Angela McRobbie (54) argues that luminosity “softens and disguises the regulative dynamics of neoliberal society”. The sporting bubble was designed to discharge that function for those millions rendered immobile by home confinement legislation in Australia and around the world, who were having to deal with the associated trauma, risk and disadvantage. 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Abstract:

In August 2017, a white supremacist rally marketed as “Unite the Right” was held in Charlottesville, Virginia. In participation were members of the alt-right, including neo-nazis, white nationalists, neo-confederates, and other hate groups (Atkinson). The rally swiftly erupted in violence between white supremacists and counter protestors, culminating in the death of a counter-protester named Heather Heyer, who was struck by a car driven by white supremacist James Alex Fields, and leaving dozens injured. Terry McQuliffe, the Governor of Virginia, declared a state of emergency on August 12, and the world watched while white supremacists boldly marched in clothing emblazoned with symbols ranging from swastikas to a cartoon frog (Pepe), with flags featuring the nation of “Kekistan”, and carrying tiki torches chanting, “You Will Not Replace Us... Jews Will Not Replace Us”.The purpose of this essay is not, however, to examine the Internet symbols that circulated during the Unite the Right rally but rather to hone in on a specific moment that illustrates a key part of Internet culture that was often overlooked during analysis of the events that occurred during the riots: a documentary filmmaker, C. J. Hunt, was at the rally to record footage for a project on the removal of Confederate monuments. While there, he saw a rally-goer dressed in the white polo t-shirt and khaki pants uniform of the white nationalist group Vanguard America. The rally-goer, a young white man, was being chased by a counter-protester. He began to scream and beg for mercy, and even went as far as stripping off his clothing and denying that he really believed in any of the group’s ideology. In the recording by Hunt, who asks why he was there and why he was undressing, the young white man responded that shouting white power is “fun”, and that he was participating in the event because he, quote, “likes to be offensive” (Hunt).As Hunt notes in a piece for GQ reflecting on his experience at the rally, as soon as the man was cut off from his group and confronted, the runaway racist’s demeanor immediately changed when he had to face the consequences of his actions. Trolls often rely on the safety and anonymity of online forums and digital spaces where they are often free from having to face the consequences of their actions, and for the runaway racist, things became real very quickly when he was forced to own up to his hateful actions. In a way, many members of these movements seem to want politics without consequence for themselves, but with significant repercussions for others. Milo Yiannopoulos, a self-professed “master troll”, built an entire empire worth millions of dollars off of what the far-right defends as ironic hate speech and a form of politics without consequences reserved only for the privileged white men that gleefully engage in it. The runaway racist and Yiannopoulos are borne out of an Internet culture that is built on being offensive, on trolling, and “troll” itself being an aspirational label and identity, but also more importantly, a political aesthetic.In this essay, I argue that trolling itself has become a kind of political aesthetic and identity, and provide evidence via examples like hoaxes, harassment campaigns, and the use of memes to signal to certain online populations and extremist groups in violent attacks. First coined by Walter Benjamin in order to explain a fundamental component of using art to foster consent and compliance in fascist regimes, the term since then has evolved to encompass far more than just works of art. Benjamin’s original conception of the term is in regard to a creation of a spectacle that prevents the masses from recognizing their rights – in short, the aestheticization of politics is not just about the strategies of the fascist regimes themselves but says more about the subjects within them. In the time of Benjamin’s writing, the specific medium was mass propaganda through the newly emerging film industry and other forms of art (W. Benjamin). To Benjamin, these aesthetics served as tools of distracting to make fascism more palatable to the masses. Aesthetic tools of distraction serve an affective purpose, revealing the unhappy consciousness of neoreactionaries (Hui), and provide an outlet for their resentment.Since political aesthetics are concerned with how cultural products like art, film, and even clothing reflect political ideologies and beliefs (Sartwell; McManus; Miller-Idriss), the objects of analysis in this essay are part of the larger visual culture of the alt-right (Bogerts and Fielitz; Stanovsky). Indeed, aesthetic aspects of political systems shift their meaning over time, or are changed and redeployed with transformed effect (Sartwell). In this essay, I am applying the concept of the aestheticization of politics by analyzing how alt-right visual cultures deploy distraction and dissimulation to advance their political agenda through things like trolling campaigns and hoaxes. By analyzing these events, their use of memes, trolling techniques, and their influence on mainstream culture, what is revealed is the influence of trolling on political culture for the alt-right and how the alt-right then distracts the rest of the public (McManus).Who’s Afraid of the Big Bad Troll?Large scale analyses of disinformation and extremist content online tends to examine how certain actors are connected, what topics emerge and how these are connected across platforms, and the ways that disinformation campaigns operate in digital environments (Marwick and Lewis; Starbird; Benkler et al.). Masculine and white-coded technology gave rise to male-dominated digital spaces (R. Benjamin), with trolling often being an issue faced by non-normative users of the Internet and their communities (Benjamin; Lumsden and Morgan; Nakamura; Phillips, Oxygen). Creating a kind of unreality where it is difficult to parse out truth from lies, fiction from non-fiction, the troll creates cultural products, and by hiding behind irony and humor confuses onlookers and is removed from any kind of reasonable blame for their actions. Irony has long been a rhetorical strategy used in politics, and the alt right has been no exception (Weatherby), but for our current sociopolitical landscape, trolling is a political strategy that infuses irony into politics and identity.In the digital era, political memes and internet culture are pervasive components of the spread of hate speech and extremist ideology on digital platforms. Trolling is not an issue that exists in a vacuum – rather, trolls are a product of greater mainstream culture that encourages and allows their behaviors (Phillips, This Is Why; Fichman and Sanfilippo; Marwick and Lewis). Trolls, and meme culture in general, have often been pointed to as being part of the reason for the rise of Trump and fascist politics across the world in recent years (Greene; Lamerichs et al.; Hodge and Hallgrimsdottir; Glitsos and Hall). Although criticism has been expressed about how impactful memes were in the election of Donald Trump, political memes have had an impact on the ways that trolling went from anonymous jerks on forums to figures like Yiannapoulos who built entire careers off of trolling, creating empires of hate (Lang). These memes that are often absurd and incomprehensible to those who are not a part of the community that they come from aim to cheapen, trivialize, and mock social justice movements like Black Lives Matter, feminism, LGBTQ+ rights, and others.But the history of trolling online goes as far back as the Internet itself. “Trolling” is just a catch all term to describe online behaviors meant to antagonize, to disrupt online conversations, and to silence other users (Cole; Fichman and Sanfilippo). As more and more people started moving online and engaging in participatory culture, trolling continued to evolve from seemingly harmless jokes like the “Rick Roll” to targeted campaigns meant to harass women off of social media platforms (Lumsden and Morgan; Graham). Trolling behaviors are more than just an ugly part of the online experience, but are also a way for users to maintain the borders of their online community - it’s meant to drive away those who are perceived to be outsiders not just from the specific forum, but the Internet itself (Graham). With the rise of modern social media platforms, trolling itself is also a part of the political landscape, creating a “toxic counterpublic” that combines irony with a kind of earnestness to spread and inject their beliefs into mainstream political discourse (Greene). As a mode of information warfare, these subversive rhetorical strategies meant to contradict or reverse existing political and value systems have been used throughout history as a political tactic (Blackstock).The goal of trolling is not just to disrupt conversations, but to lead to chaos via confusion about the sincerity and meaning of messages and visuals, and rather than functioning as a politics of outrage (on the part of the adherents), it is a politics of being as outrageous as possible. As a part of larger meme culture, the aesthetics of trolls and their outrageous content manage to operate under the radar by being able to excuse their behaviors and rhetoric as just “trolling” or “joking”. This ambiguity points to trolling on the far right as a political strategy and identity to absolve them of blame or accusations of what their real intentions are. Calling them “trolls” hides the level of sophistication and vast levels of influence that they had on public opinion and discourse in the United States (Geltzer; Starks et al.; Marwick and Lewis). We no longer live in a world apart from the troll’s influence and immune from their toxic discourse – rather, we have long been under the bridge with them.Co-Opted SymbolsOne of the most well-known examples of trolling as a political aesthetic and tactic may be the OK hand sign used by the Christchurch shooter. The idea that the OK hand sign was a secretly white supremacist symbol started as a hoax on 4chan. The initial 2017 hoax purported that the hand sign was meant to stand for “White Power”, with the three fingers representing the W and the circle made with the index finger and thumb as the P (Anti-Defamation League, “Okay Hand Gesture”). The purpose of perpetuating the hoax was to demonstrate that (a) they were being watched and (b) that the mainstream media is stupid and gullible enough to believe this hoax. Meant to incite confusion and to act as a subversive strategy, the OK hand sign was then actually adopted by the alt-right as a sort of meme to not just perpetuate the hoax, but to signal belonging to the larger group (Allyn). Even though the Anti-Defamation League initially listed it as not being a hate symbol and pointed out the origins of the hoax (Anti-Defamation League, “No, the ‘OK’ Gesture Is Not a Hate Symbol”), they then switched their opinion when the OK hand sign was being flashed by white supremacists, showing up in photographs at political events, and other social media content. In fact, the OK hand sign is also a common element in pictures of Pepe the Frog, who is a sort of “alt right mascot” (Tait; Glitsos and Hall), but like the OK hand sign, Pepe the Frog did not start as an alt-right mascot and was co-opted by the alt-right as a mode of representation.The confusion around the actual meaning behind the hand symbol points to how the alt-right uses these modes of representation in ways that are simultaneously an inside joke and a real expression of their beliefs. For instance, the Christchurch shooter referenced a number of memes and other rhetoric typical of 4chan and 8chan communities in his video and manifesto (Quek). In the shooter’s manifesto and video, the vast amounts of content that point to the trolling and visual culture of the alt-right are striking – demonstrating how alt-right memes not only make this violent ideology accessible, but are cultural products meant to be disseminated and ultimately, result in some kind of action (DeCook).The creation and co-optation of symbols by the alt-right like the OK hand sign are not just memes, but a form of language created by extremists for extremists (Greene; Hodge and Hallgrimsdottir). The shooter’s choice of including this type of content in his manifesto as well as certain phrases in his live-streamed video indicate his level of knowledge of what needed to be done for his attack to get as much attention as possible – the 4chan troll is the modern-day bogeyman, and parts of the manifesto have been identified as intentional traps for the mainstream media (Lorenz).Thus, the Christchurch shooter and trolling culture are linked, but referring to the symbols in the manifesto as being a part of “trolling” culture misses the deeper purpose – chaos, through the outrage spectacle, is the intended goal, particularly by creating arguments about the nature and utility of online trolling behavior. The shooter encouraged other 8chan users to disseminate his posted manifesto as well as to share the video of the attack – and users responded by immortalizing the event in meme format. The memes created celebrated the shooter as a hero, and although Facebook did remove the initial livestream video, it was reuploaded to the platform 1.2 million times in the first 24 hours, attempting to saturate the online platform with so many uploads that it would cause confusion and be difficult to remove (Gramenz). Some users even created gifs or set the video to music from the Doom video game soundtrack – a video game where the player is a demon slayer in an apocalyptic world, further adding another layer of symbolism to the attack.These political aesthetics – spread through memes, gifs, and “fan videos” – are the perfect vehicles for disseminating extremist ideology because of what they allow the alt-right to do with them: hide behind them, covering up their intentions, all the while adopting them as signifiers for their movement. With the number of memes, symbols, and phrases posted in his manifesto and spoken aloud in his mainstream, perhaps the Christchurch shooter wanted the onus of the blame to fall on these message board communities and the video games and celebrities referenced – in effect, it was “designed to troll” (Lorenz). But, there is a kernel of truth in every meme, post, image, and comment – their memes are a part of their political aesthetic, thus implicit and explicit allusions to the inner workings of their ideology are present. Hiding behind hoaxes, irony, edginess, and trolling, members of the alt-right and other extremist Internet cultures then engage in a kind of subversion that allows them to avoid taking any responsibility for real and violent attacks that occur as a result of their discourse. Antagonizing the left, being offensive, and participating in this outrage spectacle to garner a response from news outlets, activists, and outsiders are all a part of the same package.Trolls and the Outrage SpectacleThe confusion and the chaos left behind by these kinds of trolling campaigns and hoaxes leave many to ask: How disingenuous is it? Is it meant for mere shock value or is it really reflective of the person’s beliefs? In terms of the theme of dissimulation for this special issue, what is the real intent, and under what pretenses should these kinds of trolling behaviors be understood? Returning to the protestor who claimed “I just like to be offensive”, the skepticism from onlookers still exists: why go so far as to join an alt-right rally, wearing the uniform of Identity Evropa (now the American Identity Movement), as a “joke”?Extremists hide behind humor and irony to cloud judgments from others, begging the question of can we have practice without belief? But, ultimately, practice and belief are intertwined – the regret of the Runaway Racist is not because he suddenly realized he did not “believe”, but rather was forced to face the consequences of his belief, something that he as a white man perhaps never really had to confront. The cultural reach of dissimulation, in particular hiding true intent behind the claim of “irony”, is vast - YouTuber Pewdiepie claimed his use of racial and anti-Semitic slurs and putting on an entire Ku Klux Klan uniform in the middle of a video were “accidental” only after considerable backlash (Picheta). It has to be noted, however, that Pewdiepie is referenced in the manifesto of the Christchurch shooter – specifically, the shooter yelled during his livestream “subscribe to Pewdiepie”, (Lorenz). Pewdiepie and many other trolls, once called out for their behavior, and regardless of their actual intent, double down on their claims of irony to distract from the reality of their behaviors and actions.The normalization of this kind of content in mainstream platforms like Twitter, YouTube, Facebook, and even Instagram show how 4chan and alt-right Internet culture has seeped out of its borders and exists everywhere online. This “coded irony” is not only enabled rhetorically due to irony’s slippery definition, but also digitally via these online media (Weatherby). The aesthetics of the troll are present in every single platform and are disseminated everywhere – memes are small cultural units meant to be passed on (Shifman), and although one can argue it was not memes alone that resulted in the rise of the alt-right and the election of Donald Trump, memes are a part of the larger puzzle of the political radicalization process. The role of the Internet in radicalization is so powerful and insidious because of the presentation of content – it is funny, edgy, ironic, offensive, and outrageous. But these behaviors and attitudes are not just appealing to some kind of adolescent-like desire to push boundaries of what is and is not socially acceptable and/or politically incorrect (Marwick and Lewis), and calling it such clouds people’s perceptions of their level of sophistication in shaping political discourse.Memes and the alt-right are a noted phenomenon, and these visual cultures created by trolls on message boards have aided in the rise of the current political situation worldwide (Hodge and Hallgrimsdottir). We are well in the midst of a type of warfare based on not weapons and bodies, but information and data - in which memes and other elements of the far right’s political aesthetic play an important role (Molander et al.; Prier; Bogerts and Fielitz). The rise of the online troll as a political player and the alt-right are merely the logical outcomes of these systems.ConclusionThe alt-right’s spread was possible because of the trolling cultures and aesthetics of dissimulation created in message boards that predate 4chan (Kitada). The memes and inflammatory statements made by them serve multiple purposes, ranging from an intention to incite outrage among non-members of the group to signal group belonging and identity. In some odd way, if people do not understand the content, the content actually speaks louder and, in more volumes, that it would if its intent was more straightforward – in their confusion, people give these trolling techniques more attention and amplification in their attempt to make sense of them. Through creating confusion, distraction, and uncertainty around the legitimacy of messages, hand signs, and even memes, the alt-right has elevated the aestheticization of politics to a degree that Walter Benjamin could perhaps not have predicted in his initial lament about the distracted masses of fascist regimes (McManus). The political dimensions of trolling and the cognitive uncertainty that it creates is a part of its goal. Dismissing trolls is no longer an option, but also regarding them as sinister political operatives may be overblowing their significance. 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Abstract:

Hotspots of Cultural InnovationIn the 1960s, a long list of poets, writers, and musicians flocked to the Chelsea Hotel, 222 West 23rd Street, New York (Tippins). Among them Bob Dylan, who moved in at the end of 1964, Leonard Cohen, who wrote Take This Longing dedicated to singer Nico there, and Patti Smith who rented a room there together with Robert Mapplethorpe in 1969 (Smith; Bell; Simmons). They all benefited not just from the low rents, but also from the close, often intimate, presence of other residents who inspired them to explore new creative paths. Around the same time, across the Atlantic, the Indica Bookshop and Gallery, 6 Mason’s Yard, London played a similar role as a meeting place for musicians, artists and hangers-on. It was there, on the evening of 9 November 1966, that John Lennon attended a preview of Yoko Ono's first big solo exhibition, Unfinished Paintings and Objects. Legend has it that the two met as Lennon was climbing up the ladder of Ono’s installation work ‘Ceiling Painting’, and reaching out to a dangling magnifying glass in order to take a closer look at the single word ‘YES’ scribbled on a suspended placard (Campbell). It was not just Lennon’s first meeting with Yoko Ono, but also his first run into conceptual art. After this fateful evening, both Lennon’s private life and his artistry would never be the same again. There is already a rich body of literature on the geography of music production (Scott; Kloosterman; Watson Global Music City; Verboord and Brandellero). In most cases, these studies deal with the city or neighbourhood scales. Micro-geographies of concrete places are rarer, with some notable exceptions that focus on recording studios and on specific venues (cf. Gibson; Watson et al.; Watson Cultural Production; van Klyton). Our approach focuses on concrete places that act more like third spaces – something in between or even combining living and working. Such places enable frequent face-to-face meetings, both planned and serendipitous, which are crucial for the exchange of knowledge. These two spaces represent iconic cultural hotspots where innovative artists, notably (pop) musicians, came together in the 1960s. Because of their many famous visitors and residents, both spaces are well documented in (auto)biographies, monographs on art scenes in London and New York, as well as in newspapers. Below, we will explore how these two spaces played an important role at a time of cultural revolution, by connecting people and scenes to the micro geography of concrete places and by functioning as nodes of knowledge exchange and, hence, as milieus of innovation.Art Worlds, Scenes and Places The romantic view that artists are solitary geniuses was discarded already long ago and replaced by a conceptualization that sees them as part of broader social configurations, or art worlds. According to Howard Becker (34), these art worlds consist “of all the people necessary to the production of the characteristic works” – in other words, not just artists, but also “support personnel” such as sound engineers, editors, critics, and managers. Without this “resource pool” the production of art would be virtually impossible. Art worlds are also about the consumption of art. The concept of scene has been used to articulate the local processes of taste making and reputation building, as they “provide ways of social belonging attuned to the demands of a culture in which individuals increasingly define themselves” (Silver et al. 2295). Individuals who share certain aesthetic preferences come together, both socially and spatially (Currid) and locations such as cafés and nightclubs offer important settings where members of an art world may drink, eat, meet, gossip, and exchange knowledge. The urban fabric provides an important backdrop for these exchanges: as Jane Jacobs (181) observed, “old ideas can sometimes use new buildings. New ideas must come from old buildings.” In order to function as relational spaces, these amenities have to meet two sets of conditions. The first set comprises the locational characteristics, which Durmaz identifies as centrality and proximity. The second set relates to socio-economic characteristics. From an economic perspective, the amenity has to be viable– either independently or through patronage or state subsidies. Becoming a cultural hotspot is not just a matter of good bookkeeping. The atmosphere of an amenity has to be tolerant towards forms of cultural and social experimentation and, arguably, even transgression. In addition, a successful space has to have attractors: persons who fulfil key roles in a particular art world in evaluation, curation, and gatekeeping. To what extent did the Indica Gallery and the Chelsea Hotel meet these two sets of conditions in the 1960s? We turn to this question now.A Hotel and a GalleryThe Indica Gallery and the Chelsea Hotel were both highly central – the former located right in the middle of St. James’s in the central London Borough of Westminster (cf. Kloosterman) and the latter close to Greenwich Village in Manhattan. In the post-war, these locations provided a vacant and fertile ground for artists, who moved in as firms and wealthier residents headed for the green suburbs. As Ramanathan recounts, “For artists, downtown New York, from Chambers Street in Tribeca to the Meatpacking District and Chelsea, was an ideal stomping ground. The neighbourhoods were full of old factories that had emptied out in the postwar years; they had room for art, if not crown molding and prewar charm” (Ramanathan). Similarly in London, “Despite its posh address the area [the area surrounding the Indica Gallery] then had a boho feel. William Burroughs, Brion Gysin and Anthony Blunt all had flats in the same street.” (Perry no pagination). Such central locations were essential to attract the desired attention and interest of key gatekeepers, as Barry Miles – one of Indica’s founding members - states: “In those days a gallery virtually had to be in Mayfair or else critics and buyers would not visit” (Miles 73). In addition, the Indica Gallery’s next-door neighbour was the Scotch of St James club. The then up and coming singer Marianne Faithfull, married to Indica founder John Dunbar, reportedly “needed to be seen” in this “trendy ‘in’ club for the new rock aristocracy” (Miles 73). Undoubtedly, their cultural importance was also linked to the fact that they were both located in well-connected budding global cities with a strong media presence (Krätke).Over and above location, these spaces also met important socio-economic conditions. In the 1960s, the neighbourhood surrounding the Chelsea Hotel was in transition with an abundance of available and affordable space. After moving out of the Chelsea Hotel, Patti Smith and Robert Mapplethorpe (Smith) had no difficulty finding a cheap loft to rent nearby. Rates in the Chelsea Hotel – when they were settled, that is - were incredibly low to current standards. According to Tippins (350), the typical Chelsea Hotel room rate in 1967 was $ 10 per week, which would amount to some $ 67.30 per week in 2013. Again, a more or less similar story can be told for the Indica Gallery. When Barry Miles, Peter Asher and John Dunbar founded the Gallery in September 1965, the premises were empty and the rent was low: "We paid 19 quid a week rent" according to John Dunbar (Perry). These cheap spaces provided fruitful economic conditions for cultural experimentation. Innovative relational spaces require not only accessibility in spatial and financial terms, but also an atmosphere conducive to cultural experimentation. This implies some kind of benevolent, preferably even stimulating, management that is willing and able to create such an atmosphere. At the Chelsea Hotel and Indica Gallery alike, those in charge were certainly not first and foremost focused on profit maximisation. Instead they were very much active members of the art worlds themselves, displaying a “taste for creative work” (Caves) and looking for ways in which their spaces could make a contribution to culture in a wider sense. This holds for Stanley Bard who ran the Chelsea Hotel for decades: “Working besides his father, Stanley {Bard} had gotten to know many of these people. He had attended their performances and exhibitions, read their books, and had been invited to their parties. Young and malleable, he soon came to see the world largely from their point of view” (Tippins 166). Such affinity with the artistic scene meant that Bard was more than accommodating. As Patti Smith recalls (100), “you weren’t immediately kicked out if you got behind on the rent … Mostly everybody owed Bard something”. While others recall a slightly less flexible attitude towards missed rents - “… the residents greatly appreciated a landlord who tolerated everything, except, quite naturally, a deficit” (Tippins 132) – the progressive atmosphere at the Chelsea was acknowledged by many others. For example, “[t]he greatest advantage of life at the Chelsea, [Arthur] Miller had to acknowledge, was that no one gave a damn what anyone else chose to do sexually” (Tippins 155).Similarly at the Indica Gallery, Miles, Asher and Dunbar were not first and foremost interested in making as much money as possible. The trio was itself drawn from various artistic fields: John Dunbar, an art critic for The Scotsman, wanted to set up an experimental gallery with Peter Asher (half of the pop duo Peter & Gordon) and Barry Miles (painter and writer). When asked about Indica's origins, Dunbar said: "There was a reason why we did Indica in the first place: to have fun" (Nevin). Recollections of the Gallery mention “a brew pot for the counterculture movement”, (Ramanathan) or “a haven for the free-wheeling imagination, a land of free expression and cultural collaboration where underground seeds were allowed to take root” (Campbell-Johnston).Part of the attraction of both spaces was the almost assured presence of interesting and famous persons, whom by virtue of their fame and appeal contributed to drawing others in. The roll calls of the Chelsea Hotel (Tippins) and of the Indica Gallery are impressive and partly overlapping: for instance, Allen Ginsberg was a notable visitor of the Indica Gallery and a prominent resident of the Chelsea Hotel, whereas Barry Miles was also a long-term resident of the Chelsea Hotel. The guest books read as a cultural who-is-who of the 1960s, spanning multiple artistic fields: there are not just (pop) musicians, but also writers, poets, actors, film makers, fashion designers, and assorted support personnel. If innovation in culture, as anywhere else, is coming up with new combinations and crossovers, then the cross-fertilisation fostered by the coming together of different art worlds in these spaces was conducive to these new combinations. Moreover, as the especially the biographies of Bob Dylan, Paul McCartney, Leonard Cohen, and Patti Smith testify, these spaces served as repositories of accessible cultural capital and as incubators for new ideas. Both Leonard Cohen and Patti Smith benefited from the presence of Harry Smith who curated the Anthology of American Music at the Chelsea Hotel. As Patti Smith (115) recalls: “We met a lot of intriguing people at the Chelsea but somehow when I close my eyes to think of them, Harry is always the first person I see”. Leonard Cohen was also drawn to Harry Smith: “Along with other assorted Chelsea residents and writers and music celebrities who were passing through, he would sit at Smith’s feet and listen to his labyrinthine monologue” (Simmons 197).Paul McCartney, actively scanning the city for new and different forms of cultural capital (Miles; Kloosterman) could tap into different art worlds through the networks centred on the Indica Gallery. Indeed he was credited with lending more than a helping hand to Indica over the years: “Miles and Dunbar bridged the gap between the avant-garde rebels and the rock stars of the day, principally through their friendship with Paul McCartney, who helped to put up the shop’s bookshelves, drew its flyers and designed its wrapping paper. Later when Indica ran into difficulties, he lent his friends several thousands of pounds to pay their creditors” (Sandbrook 526).Sheltered Spaces Inevitably, the rather lenient attitude towards money among those who managed these cultural breeding spaces led them to serious financial difficulties. The Indica Gallery closed two years after opening its doors. The Chelsea Hotel held out much longer, but the place went into a long period of decline and deterioration culminating in the removal of Stanley Bard as manager and banishment from the building in 2007 (Tippins). Notwithstanding their patchy record as viable business models, their role as cultural hotspots is beyond doubt. It is possibly because they offered a different kind of environment, partly sheltered from more mundane moneymaking considerations, that they could thrive as cultural hotspots (Brandellero and Kloosterman). Their central location, close to other amenities (such as night clubs, venues, cafés), the tolerant atmosphere towards deviant lifestyles (drugs, sex), and the continuous flow of key actors – musicians of course, but also other artists, managers and critics – also fostered cultural innovation. Reflecting on these two spaces nowadays brings a number of questions to the fore. We are witnessing an increasing upward pressure on rents in global cities – notably in London and New York. As cheap spaces become rarer, one may question the impact this will have on the gestation of new ideas (cf. Currid). If the examples of the Indica Gallery and the Chelsea Hotel are anything to go by, their instrumental role as cultural hotspots turned out to be financially unsustainable against the backdrop of a changing urban milieu. The question then is how can cities continue to provide the right set of conditions that allow such spaces to bud and thrive? As the Chelsea Hotel undergoes an alleged $40 million dollar renovation, which will turn it into a boutique hotel (Rich), the jury is still out on whether central urban locations are destined to become - to paraphrase John Lennon’s ‘In my life’, places which ‘had their moments’ – or mere repositories of past cultural achievements.ReferencesAnderson, P. “Watch this Space.” Sydney Morning Herald, 19 Apr. 2014.Becker, H.S. Art Worlds. Berkeley: University of California Press, 1982.Bell, I. Once upon a Time: The Lives of Bob Dylan. Edinburgh/London: Mainstream Publishing, 2012.Brandellero, A.M.C. The Art of Being Different: Exploring Diversity in the Cultural Industries. Dissertation. Amsterdam: University of Amsterdam, 2011.Brandellero, A.M.C., and R.C. Kloosterman. “Keeping the Market at Bay: Exploring the Loci of Innovation in the Cultural Industries.” Creative Industries Journal 3.1 (2010): 61-77.Campbell, J. “Review: A Life in Books: Barry Miles.” The Guardian, 20 Mar. 2010.Campbell-Johnston, R. “They All Wanted to Change the World.” The Times, 22 Nov. 2006Caves, R.E. Creative Industries: Contracts between Art and Commerce. Cambridge, Mass.: Harvard University Press, 2000.Currid, E. The Warhol Economy: How Fashion, Art, and Music Drive New York City. Princeton: Princeton University Press, 2007.Durmaz, S.B. “Analyzing the Quality of Place: Creative Clusters in Soho and Beyoğlu.” Journal of Urban Design 20.1 (2015): 93-124.Gibson, C. “Recording Studios: Relational Spaces of Creativity in the City.” Built Environment 31.3 (2005): 192-207.Hutton, T.A. Cities and the Cultural Economy. London/New York: Routledge, 2016.Jacobs, J. The Death and Life of Great American Cities, New York: Vintage Books, 1961.Jury, L. “Sixties Art Swings Back into London: Exhibition Brings to Life Decade of the 'Original Young British Artists'.” London Evening Standard, 3 Sep. 2013 Kloosterman, R.C. “Come Together: An Introduction to Music and the City.” Built Environment 31.3 (2005): 181-191.Krätke, S. “Global Media Cities in a World-Wide Urban Network.” European Planning Studies 11.6 (2003): 605-628.Miles, B. In the Sixties. London: Pimlico, 2003.Nevin, C. “Happening, Man!” The Independent, 21 Nov. 2006Norman, P. John Lennon: The Life. London: HarperCollins Publishers, 2008.Perry, G. “In This Humble Yard Our Art Boom was Born.” The Times, 11 Oct. 2006Ramanathan, L. “I, Y O K O.” The Washington Post, 10 May 2015.Rich, N. “Where the Walls Still Talk.” Vanity Fair, 8 Oct. 2013. Sandbrook, Dominic. White Heat: A History of Britain in the Swinging Sixties. London: Abacus, 2009. Scott, A.J. “The US Recorded Music Industry: On the Relations between Organization, Location, and Creativity in the Cultural Economy.” Environment and Planning A 31.11 (1999): 1965-1984.Silver, D., T.N. Clark, and C.J.N. Yanez . “Scenes: Social Context in an Age of Contingency.” Social Forces 88.5 (2010): 293-324.Simmons, S. I’m Your Man: The Life of Leonard Cohen. London: Jonathan Cape, 2012.Smith, P. Just Kids. London: Bloomsbury, 2010.Tippins, S. Inside the Dream Palace: The Life and Times of New York’s Legendary Chelsea Hotel. London/New York: Simon & Schuster, 2013.Van Klyton, A.C. “Space and Place in World Music Production.” City, Culture and Society 6.4 (2015): 101-108.Verboord, M., and A.M.C. Brandellero. “The Globalization of Popular Music, 1960-2010: A Multilevel Analysis of Music Flows.” Communication Research 2016. DOI: 10.1177/0093650215623834.Watson, A. “Global Music City: Knowledge and Geographical Proximity in London's Recorded Music Industry.” Area 40.1 (2008): 12-23.Watson, A. Cultural Production in and beyond the Recording Studio. London: Routledge, 2014.Watson, A., M. Hoyler, and C. Mager. “Spaces and Networks of Musical Creativity in the City.” Geography Compass 3.2 (2009): 856–878.

Abstract:

Introduction Since December 2010 the dramatic spectacle of the spread of mass uprisings, civil unrest, and protest across North Africa and the Middle East have been chronicled daily on mainstream media and new media. Broadly speaking, the Arab Spring—as it came to be known—is challenging repressive, corrupt governments and calling for democracy and human rights. The convulsive events linked with these debates have been striking not only because of the rapid spread of historically momentous mass protests but also because of the ways in which the media “have become inextricably infused inside them” enabling the global media ecology to perform “an integral part in building and mobilizing support, co-ordinating and defining the protests within different Arab societies as well as trans-nationalizing them” (Cottle 295). Images of mass protests have been juxtaposed against those of individuals prepared to self-destruct for political ends. Video clips and photographs of the individual suffering of Tunisian Mohamed Bouazizi’s self-immolation and the Bahraini Abdulhad al-Khawaja’s emaciated body foreground, in very graphic ways, political struggles that larger events would mask or render invisible. Highlighting broad commonalties does not assume uniformity in patterns of protest and media coverage across the region. There has been considerable variation in the global media coverage and nature of the protests in North Africa and the Middle East (Cottle). In Tunisia, Egypt, Libya, and Yemen uprisings overthrew regimes and leaders. In Syria it has led the country to the brink of civil war. In Bahrain, the regime and its militia violently suppressed peaceful protests. As a wave of protests spread across the Middle East and one government after another toppled in front of 24/7 global media coverage, Bahrain became the “Arab revolution that was abandoned by the Arabs, forsaken by the West … forgotten by the world,” and largely ignored by the global media (Al-Jazeera English). Per capita the protests have been among the largest of the Arab Spring (Human Rights First) and the crackdown as brutal as elsewhere. International organizations have condemned the use of military courts to trial protestors, the detaining of medical staff who had treated the injured, and the use of torture, including the torture of children (Fisher). Bahraini and international human rights organizations have been systematically chronicling these violations of human rights, and posting on Websites distressing images of tortured bodies often with warnings about the graphic depictions viewers are about to see. It was in this context of brutal suppression, global media silence, and the reluctance of the international community to intervene, that the Bahraini-Danish human rights activist Abdulhad al-Khawaja launched his “death or freedom” hunger strike. Even this radical action initially failed to interest international editors who were more focused on Egypt, Libya, and Syria, but media attention rose in response to the Bahrain Formula 1 race in April 2012. Pro-democracy activists pledged “days of rage” to coincide with the race in order to highlight continuing human rights abuses in the kingdom (Turner). As Al Khawaja’s health deteriorated the Bahraini government resisted calls for his release (Article 19) from the Danish government who requested that Al Khawaja be extradited there on “humanitarian grounds” for hospital treatment (Fisk). This article does not explore the geo-politics of the Bahraini struggle or the possible reasons why the international community—in contrast to Syria and Egypt—has been largely silent and reluctant to debate the issues. Important as they are, those remain questions for Middle Eastern specialists to address. In this article I am concerned with the overlapping and interpenetration of two ecologies. The first ecology is the ethical framing of a prison hunger strike as a corporeal-environmental act of (self) destruction intended to achieve political ends. The second ecology is the operation of global media where international inaction inadvertently foregrounds the political struggles that larger events and discourses surrounding Egypt, Libya, and Syria overshadow. What connects these two ecologies is the body of the hunger striker, turned into a spectacle and mediated via a politics of affect that invites a global public to empathise and so enter into his suffering. The connection between the two lies in the emaciated body of the hunger striker. An Ecological Humanities Approach This exploration of two ecologies draws on the ecological humanities and its central premise of connectivity. The ecological humanities critique the traditional binaries in Western thinking between nature and culture; the political and social; them and us; the collective and the individual; mind, body and emotion (Rose & Robin, Rieber). Such binaries create artificial hierarchies, divisions, and conflicts that ultimately impede the ability to respond to crises. Crises are major changes that are “out of control” driven—primarily but not exclusively—by social, political, and cultural forces that unleash “runaway systems with their own dynamics” (Rose & Robin 1). The ecological humanities response to crises is premised on the recognition of the all-inclusive connectivity of organisms, systems, and environments and an ethical commitment to action from within this entanglement. A founding premise of connectivity, first articulated by anthropologist and philosopher Gregory Bateson, is that the “unit of survival is not the individual or the species, but the organism-and-its-environment” (Rose & Robin 2). This highlights a dialectic in which an organism is shaped by and shapes the context in which it finds itself. Or, as Harries-Jones puts it, relations are recursive as “events continually enter into, become entangled with, and then re-enter the universe they describe” (3). This ensures constantly evolving ecosystems but it also means any organism that “deteriorates its environment commits suicide” (Rose & Robin 2) with implications for the others in the eco-system. Bateson’s central premise is that organisms are simultaneously independent, as separate beings, but also interdependent. Interactions are not seen purely as exchanges but as dynamic, dialectical, dialogical, and mutually constitutive. Thus, it is presumed that the destruction or protection of others has consequences for oneself. Another dimension of interactions is multi-modality, which implies that human communication cannot be reduced to a single mode such as words, actions, or images but needs to be understood in the complexity of inter-relations between these (see Rieber 16). Nor can dissemination be reduced to a single technological platform whether this is print, television, Internet, or other media (see Cottle). The final point is that interactions are “biologically grounded but not determined” in that the “cognitive, emotional and volitional processes” underpinning face-to-face or mediated communication are “essentially indivisible” and any attempt to separate them by privileging emotion at the expense of thought, or vice versa, is likely to be unhealthy (Rieber 17). This is most graphically demonstrated in a politically-motivated hunger strike where emotion and volition over-rides the survivalist instinct. The Ecology of a Prison Hunger Strike The radical nature of a hunger strike inevitably gives rise to medico-ethical debates. Hunger strikes entail the voluntary refusal of sustenance by an individual and, when prolonged, such deprivation sets off a chain reaction as the less important components in the internal body systems shut down to protect the brain until even that can no longer be protected (see Basoglu et al). This extreme form of protest—essentially an act of self-destruction—raises ethical issues over whether or not doctors or the state should intervene to save a life for humanitarian or political reasons. In 1975 and 1991, the World Medical Association (WMA) sought to negotiate this by distinguishing between, on the one hand, the mentally/psychological impaired individual who chooses a “voluntary fast” and, on the other hand, the hunger striker who chooses a form of protest action to secure an explicit political goal fully aware of fatal consequences of prolonged action (see Annas, Reyes). This binary enables the WMA to label the action of the mentally impaired suicide while claiming that to do so for political protesters would be a “misconception” because the “striker … does not want to die” but to “live better” by obtaining certain political goals for himself, his group or his country. “If necessary he is willing to sacrifice his life for his case, but the aim is certainly not suicide” (Reyes 11). In practice, the boundaries between suicide and political protest are likely to be much more blurred than this but the medico-ethical binary is important because it informs discourses about what form of intervention is ethically appropriate. In the case of the “suicidal” the WMA legitimises force-feeding by a doctor as a life-saving act. In the case of the political protestor, it is de-legitimised in discourses of an infringement of freedom of expression and an act of torture because of the pain involved (see Annas, Reyes). Philosopher Michel Foucault argued that prison is a key site where the embodied subject is explicitly governed and where the exercising of state power in the act of incarceration means the body of the imprisoned no longer solely belongs to the individual. It is also where the “body’s range of significations” is curtailed, “shaped and invested by the very forces that detain and imprison it” (Pugliese 2). Thus, prison creates the circumstances in which the incarcerated is denied the “usual forms of protest and judicial safeguards” available outside its confines. The consequence is that when presented with conditions that violate core beliefs he/she may view acts of self-destruction—such as hunger strikes or lip sewing—as one of the few “means of protesting against, or demanding attention” or achieving political ends still available to them (Reyes 11; Pugliese). The hunger strike implicates the state, which, in the act of imprisoning, has assumed a measure of power and responsibility for the body of the individual. If a protest action is labelled suicidal by medical professionals—for instance at Guantanamo—then the force-feeding of prisoners can be legitimised within the WMA guidelines (Annas). There is considerable political temptation to do so particularly when the hunger striker has become an icon of resistance to the state, the knowledge of his/her action has transcended prison confines, and the alienating conditions that prompted the action are being widely debated in the media. This poses a two-fold danger for the state. On the one hand, there is the possibility that the slow emaciation and death while imprisoned, if covered by the media, may become a spectacle able to mobilise further resistance that can destabilise the polity. On the other hand, there is the fear that in the act of dying, and the spectacle surrounding death, the hunger striker would have secured the public attention to the very cause they are championing. Central to this is whether or not the act of self-destruction is mediated. It is far from inevitable that the media will cover a hunger strike or do so in ways that enable the hunger striker’s appeal to the emotions of others. However, when it does, the international scrutiny and condemnation that follows may undermine the credibility of the state—as happened with the death of the IRA member Bobby Sands in Northern Ireland (Russell). The Media Ecology and the Bahrain Arab Spring The IRA’s use of an “ancient tactic ... to make a blunt appeal to sympathy and emotion” in the form of the Sands hunger strike was seen as “spectacularly successful in gaining worldwide publicity” (Willis 1). Media ecology has evolved dramatically since then. Over the past 20 years communication flows between the local and the global, traditional media formations (broadcast and print), and new communication media (Internet and mobile phones) have escalated. The interactions of the traditional media have historically shaped and been shaped by more “top-down” “politics of representation” in which the primary relationship is between journalists and competing public relations professionals servicing rival politicians, business or NGOs desire for media attention and framing issues in a way that is favourable or sympathetic to their cause. However, rapidly evolving new media platforms offer bottom up, user-generated content, a politics of connectivity, and mobilization of ordinary people (Cottle 31). However, this distinction has increasingly been seen as offering too rigid a binary to capture the complexity of the interactions between traditional and new media as well as the events they capture. The evolution of both meant their content increasingly overlaps and interpenetrates (see Bennett). New media technologies “add new communicative ingredients into the media ecology mix” (Cottle 31) as well as new forms of political protests and new ways of mobilizing dispersed networks of activists (Juris). Despite their pervasiveness, new media technologies are “unlikely to displace the necessity for coverage in mainstream media”; a feature noted by activist groups who have evolved their own “carnivalesque” tactics (Cottle 32) capable of creating the spectacle that meets television demands for action-driven visuals (Juris). New media provide these groups with the tools to publicise their actions pre- and post-event thereby increasing the possibility that mainstream media might cover their protests. However there is no guarantee that traditional and new media content will overlap and interpenetrate as initial coverage of the Bahrain Arab Spring highlights. Peaceful protests began in February 2011 but were violently quelled often by Saudi, Qatari and UAE militia on behalf of the Bahraini government. Mass arrests were made including that of children and medical personnel who had treated those wounded during the suppression of the protests. What followed were a long series of detentions without trial, military court rulings on civilians, and frequent use of torture in prisons (Human Rights Watch 2012). By the end of 2011, the country had the highest number of political prisoners per capita of any country in the world (Amiri) but received little coverage in the US. The Libyan uprising was afforded the most broadcast time (700 minutes) followed by Egypt (500 minutes), Syria (143), and Bahrain (34) (Lobe). Year-end round-ups of the Arab Spring on the American Broadcasting Corporation ignored Bahrain altogether or mentioned it once in a 21-page feature (Cavell). This was not due to a lack of information because a steady stream has flowed from mobile phones, Internet sites and Twitter as NGOs—Bahraini and international—chronicled in images and first-hand accounts the abuses. However, little of this coverage was picked up by the US-dominated global media. It was in this context that the Bahraini-Danish human rights activist Abdulhad Al Khawaja launched his “freedom or death” hunger strike in protest against the violent suppression of peaceful demonstrations, the treatment of prisoners, and the conduct of the trials. Even this radical action failed to persuade international editors to cover the Bahrain Arab Spring or Al Khawaja’s deteriorating health despite being “one of the most important stories to emerge over the Arab Spring” (Nallu). This began to change in April 2012 as a number of things converged. Formula 1 pressed ahead with the Bahrain Grand Prix, and pro-democracy activists pledged “days of rage” over human rights abuses. As these were violently suppressed, editors on global news desks increasingly questioned the government and Formula 1 “spin” that all was well in the kingdom (see BBC; Turner). Claims by the drivers—many of who were sponsored by the Bahraini government—that this was a sports event, not a political one, were met with derision and journalists more familiar with interviewing superstars were diverted into covering protests because their political counterparts had been denied entry to the country (Fisk). This combination of media events and responses created the attention, interest, and space in which Al Khawaja’s deteriorating condition could become a media spectacle. The Mediated Spectacle of Al Khawaja’s Hunger Strike Journalists who had previously struggled to interest editors in Bahrain and Al Khawaja’s plight found that in the weeks leading up to the Grand Prix and since “his condition rapidly deteriorated”’ and there were “daily updates with stories from CNN to the Hindustan Times” (Nulla). Much of this mainstream news was derived from interviews and tweets from Al Khawaja’s family after each visit or phone call. What emerged was an unprecedented composite—a diary of witnesses to a hunger strike interspersed with the family’s struggles with the authorities to get access to him and their almost tangible fear that the Bahraini government would not relent and he would die. As these fears intensified 48 human rights NGOs called for his release from prison (Article 19) and the Danish government formally requested his extradition for hospital treatment on “humanitarian grounds”. Both were rejected. As if to provide evidence of Al Khawaja’s tenuous hold on life, his family released an image of his emaciated body onto Twitter. This graphic depiction of the corporeal-environmental act of (self) destruction was re-tweeted and posted on countless NGO and news Websites (see Al-Jazeera). It was also juxtaposed against images of multi-million dollar cars circling a race-track, funded by similarly large advertising deals and watched by millions of people around the world on satellite channels. Spectator sport had become a grotesque parody of one man’s struggle to speak of what was going on in Bahrain. In an attempt to silence the criticism the Bahraini government imposed a de facto news blackout denying all access to Al Khawaja in hospital where he had been sent after collapsing. The family’s tweets while he was held incommunicado speak of their raw pain, their desperation to find out if he was still alive, and their grief. They also provided a new source of information, and the refrain “where is alkhawaja,” reverberated on Twitter and in global news outlets (see for instance Der Spiegel, Al-Jazeera). In the days immediately after the race the Danish prime minister called for the release of Al Khawaja, saying he is in a “very critical condition” (Guardian), as did the UN’s Ban-Ki Moon (UN News and Media). The silencing of Al Khawaja had become a discourse of callousness and as global media pressure built Bahraini ministers felt compelled to challenge this on non-Arabic media, claiming Al Khawaja was “eating” and “well”. The Bahraini Prime Minister gave one of his first interviews to the Western media in years in which he denied “AlKhawaja’s health is ‘as bad’ as you say. According to the doctors attending to him on a daily basis, he takes liquids” (Der Spiegel Online). Then, after six days of silence, the family was allowed to visit. They tweeted that while incommunicado he had been restrained and force-fed against his will (Almousawi), a statement almost immediately denied by the military hospital (Lebanon Now). The discourses of silence and callousness were replaced with discourses of “torture” through force-feeding. A month later Al Khawaja’s wife announced he was ending his hunger strike because he was being force-fed by two doctors at the prison, family and friends had urged him to eat again, and he felt the strike had achieved its goal of drawing the world’s attention to Bahrain government’s response to pro-democracy protests (Ahlul Bayt News Agency). Conclusion This article has sought to explore two ecologies. The first is of medico-ethical discourses which construct a prison hunger strike as a corporeal-environmental act of (self) destruction to achieve particular political ends. The second is of shifting engagement within media ecology and the struggle to facilitate interpenetration of content and discourses between mainstream news formations and new media flows of information. I have argued that what connects the two is the body of the hunger striker turned into a spectacle, mediated via a politics of affect which invites empathy and anger to mobilise behind the cause of the hunger striker. The body of the hunger striker is thereby (re)produced as a feature of the twin ecologies of the media environment and the self-environment relationship. References Ahlul Bayt News Agency. “Bahrain: Abdulhadi Alkhawaja’s Statement about Ending his Hunger Strike.” (29 May 2012). 1 June 2012 ‹http://abna.ir/data.asp?lang=3&id=318439›. Al-Akhbar. “Family Concerned Al-Khawaja May Be Being Force Fed.” Al-Akhbar English. (27 April 2012). 1 June 2012 ‹http://english.al-akhbar.com/content/family-concerned-al-khawaja-may-be-being-force-fed›. 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Abstract:

While exploring the virtual world Second Life one day, I received a group message across the in-world communication system – “there’s a griefer on the beach. Stay away from the beach till we catch him.” There was no need to explain; everyone receiving the message knew what a griefer was and had a general idea of the kinds of things that could be happening. We’d all seen griefers at work before – someone monopolising the chat channel so no one else can communicate, people being “caged” at random, or even weapons fire causing so much “overhead” that all activity in the area slows to a crawl. These kinds of attacks are not limited to virtual worlds. Most people have experienced griefing in their everyday lives, which might best be defined as having fun at someone else’s expense. More commonly seen examples of this in the real world include teasing, bullying, and harassment; playground bullies have long made other children’s free time miserable. More destructive griefing includes arson and theft. Griefing activities happen in all kinds of games and virtual worlds. Griefers who laugh at new users and “yell” (so that all players can hear) that they stink, have followed new users of Disney’s tween-popular ToonTown. Griefers pose as friendly, helpful players who offer to show new users a path through difficult parts of a game, but then who abandon the new user in a spot where he or she does not have the skills to proceed. In World of Warcraft, a popular massively multiplayer online role playing game (MMORPG) created by Blizzard with more than seven million registered, if not active, users, griefers engage in what is known as corpse camping; they sit by a corpse, killing it over and over every time the player tries to get back into the game. The griefer gets a small number of experience points; the player being killed gets aggravated and has to wait out the griefing to play the game again (Warner & Raiter). Griefing in World of Warcraft was featured in an award nominated episode of the television program South Park, in which one character killed every other player he met. This paper considers different types of griefing, both in online games and virtual worlds, and then looks at the actions other players, those being griefed, take against griefers. A variety of examples from Second Life are considered because of the open-structure of the world and its developing nature. Definitions and Types Griefing in online environments such as video games and virtual worlds has been defined as “purposefully engaging in activities to disrupt the gaming experience of other players” (Mulligan & Patrovsky 250). The “purposeful” part of the definition means that accidental bumping and pushing, behaviours often exhibited by new users, are not griefing (Warner & Raiter). Rossingol defines a griefer as, “a player of malign intentions. They will hurt, humiliate and dishevel the average gamer through bending and breaking the rules of online games. ...They want glory, gain or just to partake in a malignant joy at the misfortune of others.” Davis, who maintains a gaming blog, describes Second Life as being populated by “those who build things and those who like to tear them down,” with the latter being the griefers who may be drawn to the unstructured anything-goes nature of the virtual world (qtd. in Girard). Definitions of griefing differ based on context. For instance, griefing has been examined in a variety of multi-player online games. These games often feature missions where players have to kill other players (PvP), behaviour that in other contexts such as virtual worlds would be considered griefing. Putting a monster on the trail of a player considered rude or unskilled might be a way to teach a lesson, but also an example of griefing (Taylor). Foo and Koivisto define griefing in MMORPGs as “play styles that disrupt another player’s gaming experience, usually with specific intention. When the act is not specifically intended to disrupt and yet the actor is the sole beneficiary, it is greed play, a subtle form of grief play” (11). Greed play usually involves actions that disrupt the game play of others but without technically breaking any game rules. A different way of looking at griefing is that it is a sign that the player understands the game or virtual world deeply enough to take advantage of ambiguities in the rules by changing the game to something new (Koster). Many games have a follow option; griefers pick a victim, stand near them, get as naked as possible, and then just follow them around without talking or explaining their actions (Walker). Another example is the memorial service in World of Warcraft for a player who died in real life. The service was interrupted by an attack from another clan; everyone at the memorial service was killed. It is not clear cut who the griefers actually were in this case – the mourners who chose to have their peaceful service in an area marked for player combat or the attackers following the rules for that area and working to earn points and progress in the game. In the case of the mourners, they were changing the rules of the game to suit them, to create something unique – a shared space to mourn a common friend. But they were definitely not playing by the rules. The attackers, considered griefers by many both in and outside of the game, did nothing that broke any rules of the game, though perhaps they broke rules of common decency (“World”); what they did does not fit into the definition of griefing, as much as do the actions of the mourners (Kotaku). Reshaping the game can be done to embed a new, sometimes political, message into the game. A group named Velvet Strike formed to protest US military action. They went into Counter Strike to bring a “message of peace, love and happiness to online shooters by any means necessary” (King). They placed spray painted graphics containing anti-war messages into the game; when confronted with people from other teams the Velvet Strike members refused to shoot (King). The group website contains “recipes” for non-violent game play. One “recipe” involved the Velvet Strike member hiding at the beginning of a mission and not moving for the rest of the game. The other players would shoot each other and then be forced to spend the rest of the game looking for the last survivor in order to get credit for the win. Similar behaviour has been tried inside the game America’s Army. Beginning March, 2006, deLappe, an artist who opposes the U.S. government’s involvement in Iraq, engaged in griefing behaviour by filling (spamming) the in-game text channel with the names of the people killed in the war; no one else can communicate on that channel. Even his character name, dead-in-Iraq, is an anti-war protest (deLappe). “I do not participate in the proscribed mayhem. Rather, I stand in position and type until I am killed. After death, I hover over my dead avatar’s body and continue to type. Upon being re-incarnated in the next round, I continue the cycle” (deLappe n.p.). What about these games and virtual worlds might lead people to even consider griefing? For one thing, they seem anonymous, which can lead to irresponsible behaviour. Players use fake names. Characters on the screen do not seem real. Another reason may be that rules can be broken in videogames and virtual worlds with few consequences, and in fact the premise of the game often seems to encourage such rule breaking. The rules are not always clearly laid out. Each game or world has a Terms of Service agreement that set out basic acceptable behaviour. Second Life defines griefing in terms of the Terms of Service that all users agree to when opening accounts. Abuse is when someone consciously and with malicious intent violates those terms. On top of that limited set of guidelines, each landowner in a virtual world such as Second Life can also set rules for their own property, from dress code, to use of weapons, to allowable conversation topics. To better understand griefing, it is necessary to consider the motivations of the people involved. Early work on categorising player types was completed by Bartle, who studied users of virtual worlds, specifically MUDs, and identified four player types: killers, achievers, socialisers, and explorers. Killers and achievers seem most relevant in a discussion about griefing. Killers enjoy using other players to get ahead. They want to do things to other people (not for or with others), and they get the most pleasure if they can act without the consent of the other player. Knowing about a game or a virtual world gives no power unless that knowledge can be used to gain some advantage over others and to enhance your standing in the game. Achievers want power and dominance in a game so they can do things to the game and master it. Griefing could help them feel a sense of power if they got people to do their will to stop the griefing behavior. Yee studied the motivations of people who play MMORPGs. He found that people who engage in griefing actually scored high in being motivated to play by both achieving and competition (“Facets”). Griefers often want attention. They may want to show off their scripting skills in the hope of earning respect among other coders and possibly be hired to program for others. But many players are motivated by a desire to compete and to win; these categories do not seem to be adequate for understanding the different types of griefing (Yee, “Faces of Grief”). The research on griefing in games has also suggested ways to categorise griefers in virtual worlds. Suler divides griefers into two types (qtd. in Becker). The first is those who grief in order to make trouble for authority figures, including the people who create the worlds. A few of the more spectacular griefing incidents seem designed to cause trouble for Linden Lab, the creators of Second Life. Groups attacked the servers that run Second Life, known as the grid, in October of 2005; this became known as the “gray goo attack” (Second Life; Wallace). Servers were flooded with objects and Second Life had to be taken off line to be restored from backups. More organised groups, such as the W-hats, the SL Liberation Army, and Patriotic Nigas engage in more large scale and public griefing. Some groups hope to draw attention to the group’s goals. The SL Liberation Army wants Linden Lab to open up the governance of the virtual world so that users can vote on changes and policies being implemented and limit corporate movement into Second Life (MarketingVox). Patriotic Nigas, with about 35 active members, want to slow the entry of corporations into Second Life (Cabron, “Who are Second Life’s”). One often discussed griefer attack in Second Life included a flood of pink flying penises directed against land owner and the first person to have made a profit of more than one million United States dollars in a virtual world, Anshe Chung, during a well-publicised and attended interview in world with technology news outlet CNET (Walsh, “Second Life Millionaire” ). The second type proposed by Suler is the griefer who wants to hurt and victimise others (qtd. in Becker). Individual players often go naked into PG-rated areas to cause trouble. Weapons are used in areas where weapons are banned. Second Life publishes a police blotter, which lists examples of minor griefing and assigned punishment, including incidents of disturbing the peace and violating community standards for which warnings and short bans have been issued. These are the actions of individuals for the most part, as were the people who exploited security holes to enter the property uninvited during the grand opening of Endemol’s Big Brother island in Second Life; guests to the opening were firebombed and caged. One of the griefers explained her involvement: Well I’m from The Netherlands, and as you might know the tv concept of big brother was invented here, and it was in all the newspapers in Holland. So I thought It would be this huge event with lots of media. Then I kinda got the idea ‘hey I could ruin this and it might make the newspaper or tv. So that’s what set me off, lol. (qtd. in Sklar) Some groups do grief just to annoy. The Patriotic Nigas claim to have attacked the John Edwards headquarters inside SL wearing Bush ‘08 buttons (Cabron, “John Edwards Attackers”), but it was not a political attack. The group’s founder, Mudkips Acronym (the name of his avatar in SL) said, “I’m currently rooting for Obama, but that doesn’t mean we won’t raid him or anything. We’ll hit anyone if it’s funny, and if the guy I want to be president in 2008’s campaign provides the lulz, we’ll certainly not cross him off our list” (qtd. in Cabron, “John Edwards Attackers”). If they disrupt a high profile event or site, the attack will be covered by media that can amplify the thrill of the attack, enhance their reputation among other griefers, and add to their enjoyment of the griefing. Part of the definition of griefing is that the griefer enjoys causing other players pain and disrupting their game. One resident posted on the SL blog, “Griefers, for the most part, have no other agenda other than the thrill of sneaking one past and causing a big noise. Until a spokesperson comes forward with a manifesto, we can safely assume that this is the work of the “Jackass” generation, out to disrupt things to show that they can“ (Scarborough). Usually to have fun, griefers go after individuals, rather than the owners and administrators of the virtual world and so fit into Suler’s second type of griefing. These griefers enjoy seeing others get angry and frustrated. As one griefer said: Understanding the griefer mindset begins with this: We don’t take the game seriously at all. It continues with this: It’s fun because you react. Lastly: We do it because we’re jerks and like to laugh at you. I am the fly that kamikazes into your soup. I am the reason you can’t have nice things … . If I make you cry, you’ve made my day. (Drake) They have fun by making the other players mad. “Causing grief is the name of his game. His objective is simple: Make life hell for anyone unlucky enough to be playing with him. He’s a griefer. A griefer is a player bent on purposely frustrating others during a multiplayer game” (G4). “I’m a griefer. It’s what I do,” the griefer says. “And, man, people get so pissed off. It’s great” (G4). Taking Action against Griefers Understanding griefing from the griefer point of view leads us to examine the actions of those being griefed. Suler suggests several pairs of opposing actions that can be taken against griefers, based on his experience in an early social environment called Palace. Many of the steps still being used fit into these types. He first describes preventative versus remedial action. Preventative steps include design features to minimise griefing. The Second Life interface includes the ability to build 3D models and to create software; it also includes a menu for land owners to block those features at will, a design feature that helps prevent much griefing. Remedial actions are those taken by the administrators to deal with the effects of griefing; Linden Lab administrators can shut down whole islands to keep griefer activities from spreading to nearby islands. The second pair is interpersonal versus technical; interpersonal steps involve talking to the griefers to get them to stop ruining the game for others, while technical steps prevent griefers from re-entering the world. The elven community in Second Life strongly supports interpersonal steps; they have a category of members in their community known as guardians who receive special training in how to talk to people bent on destroying the peacefulness of the community or disturbing an event. The creators of Camp Darfur on Better World island also created a force of supporters to fend off griefer attacks after the island was destroyed twice in a week in 2006 (Kenzo). Linden Lab also makes use of technical methods; they cancel accounts so known griefers can not reenter. There were even reports that they had created a prison island where griefers whose antics were not bad enough to be totally banned would be sent via a one-way teleporter (Walsh, “Hidden Virtual World Prison”). Some users of Second Life favour technical steps; they believe that new users should be held a fixed amount of time on the Orientation island which would stop banned users from coming back into the world immediately. The third is to create tools for average users or super users (administrators); both involve software features, some of which are available to all users to help them make the game good for them while others are available only to people with administrator privileges. Average users who own land have a variety of tools available to limit griefing behaviour on their own property. In Second Life, the land owner is often blamed because he or she did not use the tools provided to landowners by Linden Lab; they can ban individual users, remove users from the land, mute their conversation, return items left on the property, and prevent people from building or running scripts. As one landowner said, “With the newbies coming in there, I’ve seen their properties just littered with crap because they don’t know protective measures you need to take as far as understanding land control and access rights” (qtd. in Girard). Super users, those who work for Linden Lab, can remove a player from the game for a various lengths of time based on their behaviour patterns. Responses to griefers can also be examined as either individual or joint actions. Individual actions include those that land owners can take against individual griefers. Individual users, regardless of account type, can file abuse reports against other individuals; Linden Lab investigates these reports and takes appropriate action. Quick and consistent reporting of all griefing, no matter how small, is advocated by most game companies and user groups as fairly successful. Strangely, some types of joint actions have been not so successful. Landowners have tried to form the Second Life Anti-Griefing Guild, but it folded because of lack of involvement. Groups providing security services have formed; many event organisers use this kind of service. (Hoffman). More successful efforts have included the creation of software, such as SLBanLink.com, Karma, and TrustNet that read lists of banned users into the banned list on all participating property. A last category of actions to be taken against griefers, and a category used by most residents of virtual worlds, is to leave them alone—to ignore them, to tolerate their actions. The thinking is that, as with many bullies in real life, griefers want attention; when deprived of that, they will move on to find other amusements. Yelling and screaming at griefers just reinforces their bad behaviour. Users simply teleport to other locations or log off. They warn others of the griefing behaviour using the various in-world communication tools so they too can stay away from the griefers. Most of the actions described above are not useful against griefers for whom a bad reputation is part of their credibility in the griefer community. The users of Second Life who staged the Gray Goo denial of service attack in October, 2005 fit into that category. They did nothing to hide the fact that they wanted to cause massive trouble; they named the self-replicating object that they created Grief Spawn and discussed ways to bring down the world on griefer forums (Wallace) Conclusion The most effective griefing usually involves an individual or small group who are only looking to have fun at someone else’s expense. It’s a small goal, and as long as there are any other users, it is easy to obtain the desired effect. In fact, as word spreads of the griefing and users feel compelled to change their behaviour to stave off future griefer attacks, the griefers have fun and achieve their goal. The key point here is that everyone has the same goal – have fun. Unfortunately, for one group – the griefers – achieving their goal precludes other users from reaching theirs. Political griefers are less successful in achieving their goals. Political creative play as griefing, like other kinds of griefing, is not particularly effective, which is another aspect of griefing as error. Other players react with frustration and violence to the actions of griefers such as deLappe and Velvet-Strike. If griefing activity makes people upset, they are less open to considering the political or economic motives of the griefers. Some complaints are relatively mild; “I’m all for creative protest and what not, but this is stupid. It’s not meaningful art or speaking out or anything of the type, its just annoying people who are never going to change their minds about how awesome they think war is” (Borkingchikapa). Others are more negative: “Somebody really needs to go find where that asshole lives and beat the shit out of him. Yeah, it’s a free country and he can legally pull this crap, but that same freedom extends to some patriot kicking the living shit out of him” (Reynolds). In this type of griefing no one’s goals for using the game are satisfied. The regular users can not have fun, but neither do they seem to be open to or accepting of the political griefer’s message. This pattern of success and failure may explain why there are so many examples of griefing to disrupt rather then the politically motivated kind. It may also suggest why efforts to curb griefing have been so ineffective in the past. Griefers who seek to disrupt for fun would see it as a personal triumph if others organised against them. Even if they found themselves banned from one area, they could quickly move somewhere else to have their fun since whom or where they harass does not really matter. Perhaps not all griefing is in error, rather, only those griefing activities motivated by any other goal than have fun. People invest their time and energy in creating their characters and developing skills. The behaviour of people in these virtual environments has a definite bearing on the real world. And perhaps that explains why people in these virtual worlds react so strongly to the behaviour. So, remember, stay off the beach until they catch the griefers, and if you want to make up the game as you go along, be ready for the other players to point at you and say “Bad, Bad Avatar.” References Bartle, Richard. “Players Who Suit MUDs.” Journal of MUD Research 1.1 (June 1996). 10 Sep. 2007 http://www.mud.co.uk/richard/hcds.htm>. Becker, David. Inflicting Pain on “Griefers.” 13 Dec. 2004. 10 Oct. 2007 http://www.news.com/Inflicting-pain-on-griefers/2100-1043_3-5488403.html>. Borkingchikapa. Playing America’s Army. 30 May 2006. 10 Aug. 2007 http://www.metafilter.com/51938/playing-Americas-Army>. Cabron, Lou. John Edwards Attackers Unmasked. 5 Mar. 2007. 29 Apr. 2007 http://www.10zenmonkeys.com/2007/03/05/john-edwards-virtual-attackers-unmasked/>. Cabron, Lou. Who Are Second Life’s “Patriotic Nigas”? 8 Mar. 2007. 30 Apr. 2007 http://www.10zenmonkeys.com/2007/03/08/patriotic-nigras-interview-john-edwards-second-life/>. DeLappe, Joseph. Joseph deLappe. 2006. 10 Aug. 2007. http://www.unr.edu/art/DELAPPE/DeLappe%20Main%20Page/DeLappe%20Online%20MAIN.html>. Drake, Shannon. “Jerk on the Internet.” The Escapist Magazine 15 Nov. 2005: 31-32. 20 June 2007 http://www.escapistmagazine.com/issue/19/31>. Foo, Chek Yang. Redefining Grief Play. 2004. 10 Oct. 2007 http://64.233.167.104/search?q=cache:1mBYzWVqAsIJ:www.itu.dk/op/papers/ yang_foo.pdf+foo+koivisto&hl=en&ct=clnk&cd=7&gl=us&client=firefox-a>. Foo, Chek Yang, and Elina Koivisto. Grief Player Motivations. 2004. 15 Aug. 2007 http://www.itu.dk/op/papers/yang_foo_koivisto.pdf>. G4. Confessions of a Griefer. N.D. 21 June 2007 http://www.g4tv.com/xplay/features/42527/Confessions_of_a_Griefer.html>. Girard, Nicole. “Griefer Madness: Terrorizing Virtual Worlds.”_ Linux Insider_ 19 Sep. 2007. 3 Oct. 2007 http://www.linuxinsider.com/story/59401.html>. Hoffman, E. C. “Tip Sheet: When Griefers Attack.” Business Week. 2007. 21 June 2007 http://www.businessweek.com/playbook/07/0416_1.htm>. Kenzo, In. “Comment: Has Plastic Duck Migrated Back to SL?” Second Life Herald Apr. 2006. 10 Oct. 2007 http://www.secondlifeherald.com/slh/2006/04/has_plastic_duc.html>. King, Brad. “Make Love, Not War.” Wired June 2002. 10 Aug. 2007 http://www.wired.com/gaming/gamingreviews/news/2002/06/52894>. Koster, Raph. A Theory of Fun for Game Design. Scotsdale, AZ: Paraglyph, 2005. Kotaku. _WoW Funeral Party Gets Owned. _2006. 15 Aug. 2007 http://kotaku.com/gaming/wow/wow-funeral-party-gets-owned-167354.php>. MarketingVox. Second Life Liberation Army Targets Brands. 7. Dec. 2006. 10 Aug. 2007 http://www.marketingvox.com/archives/2006/12/07/second-life-liberation-army-targets-brands/>. Mulligan, Jessica, and Bridget Patrovsky. Developing Online Games: An Insider’s Guide. Indianapolis: New Riders, 2003. Reynolds, Ren. Terra Nova: dead-in-iraq. 7 May 2006. 15 Aug. 2007 http://terranova.blogs.com/terra_nova/2006/05/deadiniraq_.html>. Rossingnol, Jim. “A Deadly Dollar.” The Escapist Magazine 15 Nov. 2005: 23-27. 20 June 2007 http://www.escapistmagazine.com/issue/19/23>. Scarborough, Solivar. Mass Spam Issue Inworld Being Investigated. 13 Oct. 2006. 20 June 2007 http://blog.secondlife.com/2006/10/13/mass-spam-issue-inworld-being-investigated/>. Sklar, Urizenus. “Big Brother Opening Hypervent Griefed for 4 Hours.” Second Life Herald 12 Dec. 2006. 10 Aug. 2007 http://www.secondlifeherald.com/slh/2006/12/big_brother_ope.html>. Suler, John. The Bad Boys of Cyberspace. 1997. 10 Oct. 2007 http://www-usr.rider.edu/~suler/psycyber/badboys.html>. Taylor, T.L. Play between Worlds: Exploring Online Game Culture. Cambridge, MA: MIT, 2006. Velvet Strike. Velvet-Strike. N.D. 10 Aug. 2007 http://www.opensorcery.net/velvet-strike/nonflame.html>. Walker, John. “How to Be a Complete Bastard.” PC Gamer 13 Mar. 2007. 10 Aug. 2007 http://www.computerandvideogames.com/article.php?id=159883&site=pcg>. Wallace, Mark. “The Day the Grid Disappeared.” Escapist Magazine 15 Nov. 2005: 11. 20 June 2007 http://www.escapistmagazine.com/issue/19/11>. Walsh, Tony. Hidden Virtual-World Prison Revealed. 3 Jan. 2006. 10 Oct. 2007 http://www.secretlair.com/index.php?/clickableculture/entry/hidden_virtual_world_prison_revealed/>. Walsh, Tony. Second Life Millionaire Interview Penis-Bombed. 20 Dec. 2006. 10 Oct. 2007 http://www.secretlair.com/index.php?/clickableculture/entry/second_life_millionaire_interview_penis_bombed/>. Warner, Dorothy, and Mike Raiter. _Social Context in Massively-Multiplayer Online Games. _2005. 20 Aug. 2007 http://www.i-r-i-e.net/inhalt/004/Warner-Raiter.pdf>. “World of Warcraft: Funeral Ambush.” 2006. YouTube. 15 Aug. 2007 http://www.youtube.com/watch?v=31MVOE2ak5w>. Yee, Nicholas. Facets: 5 Motivational Factors for Why People Play MMORPG’s. 2002. 10 Oct. 2007 http://www.nickyee.com/facets/home.html>. Yee, Nicholas. Faces of Grief. 2005. June 2007 http://www.nickyee.com/daedalus/archives/000893.php?page=1>. Citation reference for this article MLA Style Gregson, Kimberly. "Bad Avatar!: Griefing in Virtual Worlds." M/C Journal 10.5 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0710/06-gregson.php>. APA Style Gregson, K. (Oct. 2007) "Bad Avatar!: Griefing in Virtual Worlds," M/C Journal, 10(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0710/06-gregson.php>.

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]).