Journal articles: 'Modern Littérature Style littéraire' – Grafiati (2025)

Abstract:

&nbsp; <p>Ilias Anagnostakis</p><p>&nbsp;Histoire et histoires chez le Porhyrog&eacute;n&egrave;te. &Omicron;ὐ&kappa; &epsilon;ἴ&sigma;&iota;&nu; ἐ&mu;ὰ &tau;ὰ &gamma;&rho;ά&mu;&mu;&alpha;&tau;&alpha;</p><p>La correspondance de Constantin Porphyrog&eacute;n&egrave;te avec Th&eacute;odore de Cyzique est la seule oeuvre de l'empereur &agrave; n'avoir pas encore &eacute;t&eacute; contest&eacute;e: elle est consider&eacute;e comme une production absolument personelle -il s'agit d'ailleurs d'une correspondance priv&eacute;e. En effet, si pour toutes ses autres oeuvres, post&eacute;rieures &agrave; cette correspondance, il existe des scribes qui se chargent de composer, d'&eacute;crire, de recopier sous sa direction, au contraire ses lettres n'ont pas n&eacute;cessit&eacute; un tel &eacute;tat-major. On y pourrait constater donc le niveau d'&eacute;ducation et les pr&eacute;ferences stylistiques de l'empereur et on y constate en effet, outre l'amertume du fils &eacute;cart&eacute; de L&eacute;on, un manque de confiance en soi li&eacute; &agrave; un apprentissage tourment&eacute; et tardif et surtout l'aveu de son indigence litt&eacute;raire. Il serait une erreur d'interpr&eacute;ter ces aveux comme des simples exag&eacute;rations rh&eacute;toriques. En revanche, il est plut&ocirc;t ais&eacute; de rep&eacute;rer et d'&eacute;tablir avec s&ucirc;ret&eacute; la crainte qu'&eacute;prouve le Porphyrog&eacute;n&egrave;te &agrave; des sages et serviteurs des Muses pleins de suffisance. Chaque fois que s'en pr&eacute;sente l'occasion, il ne manque pas, lorsqu'il s'adresse &agrave; Th&eacute;odore, de mentionner sans detours son insuffisance. Quelquefois il la justifie &agrave; mots couverts mais assez clairs pour se faire comprendre. De fait, l'aveu de sa balourdise pourrait &ecirc;tre consid&eacute;r&eacute; comme une figure de style si nous ne disposions pas des r&eacute;ponses de son ami. Th&eacute;odore semble acquiescer et mettre l'empereur dans une position difficile, quand il le force d'avouer que les lettres ne sont pas &eacute;crites par sa main mais par son humble scribe. Reste, n&eacute;anmoins, ind&eacute;fini, le degr&eacute; de l'implication de l'empereur &agrave; sa correspondance priv&eacute;e. </p><p>Or, le processus d'&eacute;criture de la correspondance du Porphyrog&eacute;n&egrave;te pourrait dans une certaine mesure &ecirc;tre rapproch&eacute; du processus de composition de son oeuvre majeure, la Vita Basilii. Les &eacute;claircissements aux lettres &eacute;chang&eacute;es avec Th&eacute;odore et les explications qui accompagnent l'aveu &Omicron;ὐ&kappa; &epsilon;ἴ&sigma;&iota;&nu; ἐ&mu;ὰ &tau;ὰ &gamma;&rho;ά&mu;&mu;&alpha;&tau;&alpha; pourraient &eacute;clairer des nombreux c&ocirc;t&eacute;s du processus de sa production. Nous consid&eacute;rons en effet que si le Porphyrog&eacute;n&egrave;te confiait &agrave; ses collaborateurs la composition et la r&eacute;daction des livres de Th&eacute;ophane Cont. ou d'autres oeuvres apr&egrave;s en avoir pr&eacute;alablement d&eacute;fini les buts et le cadre, fourni la mati&egrave;re ou encore racont&eacute; en d&eacute;tail certaines histoires, la Vita au contraire pourrait &ecirc;tre dict&eacute;e, comme les lettres. Mais m&ecirc;me dans ce cas, la contribution du scribe pourrait &ecirc;tre consid&eacute;r&eacute;e comme bien plus importante qu'un simple enregistrement de ce que lui dictait l'empereur. Pour ce second type de collaboration avec ses scribes (si l'on consid&egrave;re comme un premier type celui adopt&eacute; pour Th&eacute;ophane Cont. et les autres ouvrages), l'empereur &nbsp;racontait simplement ou dictait, selon le cas de mani&egrave;re simple et en langue parl&eacute;e (celle probablement qu'il qualifie ailleurs de vulgaire), ou &eacute;lev&eacute;e et lettr&eacute;e (selon la conception qu'il avait du style &eacute;lev&eacute;). Or, le scribe servait en plus &agrave; faire passer &agrave; l'&eacute;crit toutes les exigences de style du Porphyrog&eacute;n&egrave;te en train de conter ou dicter de mani&egrave;re rel&acirc;ch&eacute;e lettres ou histoires. </p><p>Si cela est vrai, il nous est permis de supposer que pour le Porphyrog&eacute;n&egrave;te et ses scribes il existe r&eacute;ellement une ligne claire de s&eacute;paration qui impose nettement ses r&egrave;gles quant aux styles et aux genres et peut aussi engendrer des probl&egrave;mes de sinc&eacute;rit&eacute; et d'identit&eacute;, voire responsabilit&eacute;, en ce qui concerne l'auteur. Cette ligne de partage est &eacute;nonc&eacute;e dans la pr&eacute;face de Th&eacute;ophane Cont. o&ugrave; le Porphyrog&eacute;n&egrave;te apparait en train de narrer-dicter au scribe conform&eacute;ment &agrave; toutes les hypoth&egrave;ses que nous venons de faire. Ainsi, au-del&agrave; des questions d'organisation et de mat&eacute;riel qui l'ont impos&eacute;e, ces pr&eacute;cisions de la pr&eacute;face de Th&eacute;ophane Continu&eacute; ainsi que du d&eacute;but du DAI entretienent-elles un rapport avec le Porphyrog&eacute;n&egrave;te: la pr&eacute;f&eacute;rence &agrave; la narration, le non &eacute;crit, la langue simple. Jusqu'&agrave; quel point peut-on &eacute;galement soutenir qu'il pr&eacute;f&eacute;rait la &laquo;litt&eacute;rature l&eacute;g&egrave;re&raquo;, les chroniques, les r&eacute;cits populaires de son temps, dans lesquelles on trouve des proclamations stylistiques analogues aux siennes? L'Histoire se trouve-t-elle donc exclusivement du c&ocirc;t&eacute; de l'&eacute;crit et les histoires surtout de ce qui a &eacute;t&eacute; dict&eacute; en langue commune? Et si le service des scribes couvre toute cette gamme, l'apport personnel du Porphyrog&eacute;n&egrave;te se limite-t-il &agrave; l'oralit&eacute;, la dict&eacute;e? </p><p>En conclusion, nous pensons que pour le Porphyrog&eacute;n&egrave;te, moderne &agrave; son insu, l'Histoire n'existe pas, mais seule la narration, le <em>historein</em>. Il faudra donc surtout &eacute;tudier dans l'oeuvre qui lui est attribu&eacute;e l'acte de la narration, v&eacute;ridique ou invent&eacute;e, et le rapport de d&eacute;pendance entre narration et historicit&eacute;, entre histoires et Histoire.</p><p>&nbsp;</p>

Abstract:

“...children’s play seems to become more and more a product of the educational and cultural orientation of parents...” — Stephen Kline, The Making of Children’s Culture We live in a world saturated by design and through design artefacts, one can glean unique insights into a culture's values and norms. In fact, some academics, such as British media and film theorist Ben Highmore, see the two areas so inextricably intertwined as to suggest a wholesale “re-branding of the cultural sciences as design studies” (14). Too often, however, everyday objects are marginalised or overlooked as objects of scholarly attention. The field of material culture studies seeks to change that by focussing on the quotidian object and its ability to reveal much about the time, place, and culture in which it was designed and used. This article takes on one such object, a mid-century children's toy tea set, whose humble journey from 1968 Sears catalogue to 2014 thrift shop—and subsequently this author’s basement—reveals complex rhetorical messages communicated both visually and verbally. As material culture studies theorist Jules Prown notes, the field’s foundation is laid upon the understanding “that objects made ... by man reflect, consciously or unconsciously, directly or indirectly, the beliefs of individuals who made, commissioned, purchased or used them, and by extension the beliefs of the larger society to which they belonged” (1-2). In this case, the objects’ material and aesthetic characteristics can be shown to reflect some of the pervasive stereotypes and gender roles of the mid-century and trace some of the prevailing tastes of the American middle class of that era, or perhaps more accurately the type of design that came to represent good taste and a modern aesthetic for that audience. A wealth of research exists on the function of toys and play in learning about the world and even the role of toy selection in early sex-typing, socialisation, and personal identity of children (Teglasi). This particular research area isn’t the focus of this article; however, one aspect that is directly relevant and will be addressed is the notion of adult role-playing among children and the role of toys in communicating certain adult practices or values to the child—what sociologist David Oswell calls “the dedifferentiation of childhood and adulthood” (200). Neither is the focus of this article the practice nor indeed the ethicality of marketing to children. Relevant to this particular example I suggest, is as a product utilising messaging aimed not at children but at adults, appealing to certain parents’ interest in nurturing within their child a perceived era and class-appropriate sense of taste. This was fuelled in large part by the curatorial pursuits of the Museum of Modern Art (MoMA) in New York, coupled with an interest and investment in raising their children in a design-forward household and a desire for toys that reflected that priority; in essence, parents wishing to raise modern children. Following Prown’s model of material culture analysis, the tea set is examined in three stages, through description, deduction and speculation with each stage building on the previous one. Figure 1: Porcelain Toy Tea Set. Description The tea set consists of twenty-six pieces that allows service for six. Six cups, saucers, and plates; a tall carafe with spout, handle and lid; a smaller vessel with a spout and handle; a small round bowl with a lid; a larger oval bowl with a lid, and a coordinated oval platter. The cups are just under two inches tall and two inches in diameter. The largest piece, the platter is roughly six inches by four inches. The pieces are made of a ceramic material white in colour and glossy in texture and are very lightweight. The rim or edge of each piece is decorated with a motif of three straight lines in two different shades of blue and in different thicknesses, interspersed with a set of three black wiggly lines. Figure 2: Porcelain Toy Tea Set Box. The set is packaged for retail purposes and the original box appears to be fully intact. The packaging of an object carries artefactual evidence just as important as what it contains that falls into the category of a “‘para-artefact’ … paraphernalia that accompanies the product (labels, packaging, instructions etc.), all of which contribute to a product’s discourse” (Folkmann and Jensen 83). The graphics on the box are colourful, featuring similar shades of teal blue as found on the objects, with the addition of orange and a silver sticker featuring the logo of the American retailer Sears. The cover features an illustration of the objects on an orange tabletop. The most prominent text that confirms that the toy is a “Porcelain Toy Tea Set” is in an organic, almost psychedelic style that mimics both popular graphics of this era—especially album art and concert posters—as well as the organic curves of steam that emanate from the illustrated teapot’s spout. Additional messages appear on the box, in particular “Contemporary DESIGN” and “handsome, clean-line styling for modern little hostesses”. Along the edges of the box lid, a detail of the decorative motif is reproduced somewhat abstracted from what actually appears on the ceramic objects. Figure 3: Sears’s Christmas Wishbook Catalogue, page 574 (1968). Sears, Roebuck and Co. (Sears) is well-known for its over one-hundred-year history of producing printed merchandise catalogues. The catalogue is another important para-artefact to consider in analysing the objects. The tea set first appeared in the 1968 Sears Christmas Wishbook. There is no date or copyright on the box, so only its inclusion in the catalogue allows the set to be accurately dated. It also allows us to understand how the set was originally marketed. Deduction In the deduction phase, we focus on the sensory aesthetic and functional interactive qualities of the various components of the set. In terms of its function, it is critical that we situate the objects in their original use context, play. The light weight of the objects and thinness of the ceramic material lends the objects a delicate, if not fragile, feeling which indicates that this set is not for rough use. Toy historian Lorraine May Punchard differentiates between toy tea sets “meant to be used by little girls, having parties for their friends and practising the social graces of the times” and smaller sets or doll dishes “made for little girls to have parties with their dolls, or for their dolls to have parties among themselves” (7). Similar sets sold by Sears feature images of girls using the sets with both human playmates and dolls. The quantity allowing service for six invites multiple users to join the party. The packaging makes clear that these toy tea sets were intended for imaginary play only, rendering them non-functional through an all-capitals caution declaiming “IMPORTANT: Do not use near heat”. The walls and handles of the cups are so thin one can imagine that they would quickly become dangerous if filled with a hot liquid. Nevertheless, the lid of the oval bowl has a tan stain or watermark which suggests actual use. The box is broken up by pink cardboard partitions dividing it into segments sized for each item in the set. Interestingly even the small squares of unfinished corrugated cardboard used as cushioning between each stacked plate have survived. The evidence of careful re-packing indicates that great care was taken in keeping the objects safe. It may suggest that even though the set was used, the children or perhaps the parents, considered the set as something to care for and conserve for the future. Flaws in the glaze and applique of the design motif can be found on several pieces in the set and offer some insight as to the technique used in producing these items. Errors such as the design being perfectly evenly spaced but crooked in its alignment to the rim, or pieces of the design becoming detached or accidentally folded over and overlapping itself could only be the result of a print transfer technique popularised with decorative china of the Victorian era, a technique which lends itself to mass production and lower cost when compared to hand decoration. Speculation In the speculation stage, we can consider the external evidence and begin a more rigorous investigation of the messaging, iconography, and possible meanings of the material artefact. Aspects of the set allow a number of useful observations about the role of such an object in its own time and context. Sociologists observe the role of toys as embodiments of particular types of parental messages and values (Cross 292) and note how particularly in the twentieth century “children’s play seems to become more and more a product of the educational and cultural orientation of parents” (Kline 96). Throughout history children’s toys often reflected a miniaturised version of the adult world allowing children to role-play as imagined adult-selves. Kristina Ranalli explored parallels between the practice of drinking tea and the play-acting of the child’s tea party, particularly in the nineteenth century, as a gendered ritual of gentility; a method of socialisation and education, and an opportunity for exploratory and even transgressive play by “spontaneously creating mini-societies with rules of their own” (20). Such toys and objects were available through the Sears mail-order catalogue from the very beginning at the end of the nineteenth century (McGuire). Propelled by the post-war boom of suburban development and homeownership—that generation’s manifestation of the American Dream—concern with home décor and design was elevated among the American mainstream to a degree never before seen. There was a hunger for new, streamlined, efficient, modernist living. In his essay titled “Domesticating Modernity”, historian Jeffrey L. Meikle notes that many early modernist designers found that perhaps the most potent way to “‘domesticate’ modernism and make it more familiar was to miniaturise it; for example, to shrink the skyscraper and put it into the home as furniture or tableware” (143). Dr Timothy Blade, curator of the 1985 exhibition of girls’ toys at the University of Minnesota’s Goldstein Gallery—now the Goldstein Museum of Design—described in his introduction “a miniaturised world with little props which duplicate, however rudely, the larger world of adults” (5). Noting the power of such toys to reflect adult values of their time, Blade continues: “the microcosm of the child’s world, remarkably furnished by the miniaturised props of their parents’ world, holds many direct and implied messages about the society which brought it into being” (9). In large part, the mid-century Sears catalogues capture the spirit of an era when, as collector Thomas Holland observes, “little girls were still primarily being offered only the options of glamour, beauty and parenthood as the stuff of their fantasies” (175). Holland notes that “the Wishbooks of the fifties [and, I would add, the sixties] assumed most girls would follow in their mother’s footsteps to become full-time housewives and mommies” (1). Blade grouped toys into three categories: cooking, cleaning, and sewing. A tea set could arguably be considered part of the cooking category, but closer examination of the language used in marketing this object—“little hostesses”, et cetera—suggests an emphasis not on cooking but on serving or entertaining. This particular category was not prevalent in the era examined by Blade, but the cultural shifts of the mid-twentieth century, particularly the rapid popularisation of a suburban lifestyle, may have led to the use of entertaining as an additional distinct category of role play in the process of learning to become a “proper” homemaker. Sears and other retailers offered a wide variety of styles of toy tea sets during this era. Blade and numerous other sources observe that children’s toy furniture and appliances tended to reflect the style and aesthetic qualities of their contemporary parallels in the adult world, the better to associate the child’s objects to its adult equivalent. The toy tea set’s packaging trumpets messages intended to appeal to modernist values and identity including “Contemporary Design” and “handsome, clean-line styling for modern little hostesses”. The use of this coded marketing language, aimed particularly at parents, can be traced back several decades. In 1928 a group of American industrial and textile designers established the American Designers' Gallery in New York, in part to encourage American designers to innovate and adopt new styles such as those seen in the L’ Exposition Internationale des Arts Decoratifs et Industriels Modernes (1925) in Paris, the exposition that sparked international interest in the Art Deco or Art Moderne aesthetic. One of the gallery founders, Ilonka Karasz, a Hungarian-American industrial and textile designer who had studied in Austria and was influenced by the Wiener Werkstätte in Vienna, publicised her new style of nursery furnishings as “designed for the very modern American child” (Brown 80). Sears itself was no stranger to the appeal of such language. The term “contemporary design” was ubiquitous in catalogue copy of the nineteen-fifties and sixties, used to describe everything from draperies (1959) and bedspreads (1961) to spice racks (1964) and the Lady Kenmore portable dishwasher (1961). An emphasis on the role of design in one’s life and surroundings can be traced back to efforts by MoMA. The museum’s interest in modern design hearkens back almost to the institution’s inception, particularly in relation to industrial design and the aestheticisation of everyday objects (Marshall). Through exhibitions and in partnership with mass-market magazines, department stores and manufacturer showrooms, MoMA curators evangelised the importance of “good design” a term that can be found in use as early as 1942. What Is Good Design? followed the pattern of prior exhibitions such as What Is Modern Painting? and situated modern design at the centre of exhibitions that toured the United States in the first half of the nineteen-fifties. To MoMA and its partners, “good design” signified the narrow identification of proper taste in furniture, home decor and accessories; effectively, the establishment of a design canon. The viewpoints enshrined in these exhibitions and partnerships were highly influential on the nation’s perception of taste for decades to come, as the trickle-down effect reached a much broader segment of consumers than those that directly experienced the museum or its exhibitions (Lawrence.) This was evident not only at high-end shops such as Bloomingdale’s and Macy’s. Even mass-market retailers sought out well-known figures of modernist design to contribute to their offerings. Sears, for example, commissioned noted modernist designer and ceramicist Russel Wright to produce a variety of serving ware and decor items exclusively for the company. Notably for this study, he was also commissioned to create a toy tea set for children. The 1957 Wishbook touts the set as “especially created to delight modern little misses”. Within its Good Design series, MoMA exhibitions celebrated numerous prominent Nordic designers who were exploring simplified forms and new material technologies. In the 1968 Wishbook, the retailer describes the Porcelain Toy Tea Set as “Danish-inspired china for young moderns”. The reference to Danish design is certainly compatible with the modernist appeal; after the explosion in popularity of Danish furniture design, the term “Danish Modern” was commonly used in the nineteen-fifties and sixties as shorthand for pan-Scandinavian or Nordic design, or more broadly for any modern furniture design regardless of origin that exhibited similar characteristics. In subsequent decades the notion of a monolithic Scandinavian-Nordic design aesthetic or movement has been debunked as primarily an economically motivated marketing ploy (Olivarez et al.; Fallan). In the United States, the term “Danish Modern” became so commonly misused that the Danish Society for Arts and Crafts called upon the American Federal Trade Commission (FTC) to legally restrict the use of the labels “Danish” and “Danish Modern” to companies genuinely originating in Denmark. Coincidentally the FTC ruled on this in 1968, noting “that ‘Danish Modern’ carries certain meanings, and... that consumers might prefer goods that are identified with a foreign culture” (Hansen 451). In the case of the Porcelain Toy Tea Set examined here, Sears was not claiming that the design was “Danish” but rather “Danish-inspired”. One must wonder, was this another coded marketing ploy to communicate a sense of “Good Design” to potential customers? An examination of the formal qualities of the set’s components, particularly the simplified geometric forms and the handle style of the cups, confirms that it is unlike a traditional—say, Victorian-style—tea set. Punchard observes that during this era some American tea sets were actually being modelled on coffee services rather than traditional tea services (148). A visual comparison of other sets sold by Sears in the same year reveals a variety of cup and pot shapes—with some similar to the set in question—while others exhibit more traditional teapot and cup shapes. Coffee culture was historically prominent in Nordic cultures so there is at least a passing reference to that aspect of Nordic—if not specifically Danish—influence in the design. But what of the decorative motif? Simple curved lines were certainly prominent in Danish furniture and architecture of this era, and occasionally found in combination with straight lines, but no connection back to any specific Danish motif could be found even after consultation with experts in the field from the Museum of Danish America and the Vesterheim National Norwegian-American Museum (personal correspondence). However, knowing that the average American consumer of this era—even the design-savvy among them—consumed Scandinavian design without distinguishing between the various nations, a possible explanation could be contained in the promotion of Finnish textiles at the time. In the decade prior to the manufacture of the tea set a major design tendency began to emerge in the United States, triggered by the geometric design motifs of the Finnish textile and apparel company Marimekko. Marimekko products were introduced to the American market in 1959 via the Cambridge, Massachusetts-based retailer Design Research (DR) and quickly exploded in popularity particularly after would-be First Lady Jacqueline Kennedy appeared in national media wearing Marimekko dresses during the 1960 presidential campaign and on the cover of Sports Illustrated magazine. (Thompson and Lange). The company’s styling soon came to epitomise a new youth aesthetic of the early nineteen sixties in the United States, a softer and more casual predecessor to the London “mod” influence. During this time multiple patterns were released that brought a sense of whimsy and a more human touch to classic mechanical patterns and stripes. The patterns Piccolo (1953), Helmipitsi (1959), and Varvunraita (1959), all designed by Vuokko Eskolin-Nurmesniemi offered varying motifs of parallel straight lines. Maija Isola's Silkkikuikka (1961) pattern—said to be inspired by the plumage of the Great Crested Grebe—combined parallel serpentine lines with straight and angled lines, available in a variety of colours. These and other geometrically inspired patterns quickly inundated apparel and decor markets. DR built a vastly expanded Cambridge flagship store and opened new locations in New York in 1961 and 1964, and in San Francisco in 1965 fuelled in no small part by the fact that they remained the exclusive outlet for Marimekko in the United States. It is clear that Marimekko’s approach to pattern influenced designers and manufacturers across industries. Design historian Lesley Jackson demonstrates that Marimekko designs influenced or were emulated by numerous other companies across Scandinavia and beyond (72-78). The company’s influence grew to such an extent that some described it as a “conquest of the international market” (Hedqvist and Tarschys 150). Subsequent design-forward retailers such as IKEA and Crate and Barrel continue to look to Marimekko even today for modern design inspiration. In 2016 the mass-market retailer Target formed a design partnership with Marimekko to offer an expansive limited-edition line in their stores, numbering over two hundred items. So, despite the “Danish” misnomer, it is quite conceivable that designers working for or commissioned by Sears in 1968 may have taken their aesthetic cues from Marimekko’s booming work, demonstrating a clear understanding of the contemporary high design aesthetic of the time and coding the marketing rhetoric accordingly even if incorrectly. Conclusion The Sears catalogue plays a unique role in capturing cross-sections of American culture not only as a sales tool but also in Holland’s words as “a beautifully illustrated diary of America, it’s [sic] people and the way we thought about things” (1). Applying a rhetorical and material culture analysis to the catalogue and the objects within it provides a unique glimpse into the roles these objects played in mediating relationships, transmitting values and embodying social practices, tastes and beliefs of mid-century American consumers. Adult consumers familiar with the characteristics of the culture of “Good Design” potentially could have made a connection between the simplified geometric forms of the components of the toy tea set and say the work of modernist tableware designers such as Kaj Franck, or between the set’s graphic pattern and the modernist motifs of Marimekko and its imitators. But for a much broader segment of the population with a less direct understanding of modernist aesthetics, those connections may not have been immediately apparent. The rhetorical messaging behind the objects’ packaging and marketing used class and taste signifiers such as modern, contemporary and “Danish” to reinforce this connection to effect an emotional and aspirational appeal. These messages were coded to position the set as an effective transmitter of modernist values and to target parents with the ambition to create “appropriately modern” environments for their children. References Ancestry.com. “Historic Catalogs of Sears, Roebuck and Co., 1896–1993.” <http://search.ancestry.com/search/db.aspx?dbid=1670>. Baker Furniture Inc. “Design Legacy: Our Story.” n.d. <http://www.bakerfurniture.com/design-story/ legacy-of-quality/design-legacy/>. Blade, Timothy Trent. “Introduction.” Child’s Play, Woman’s Work: An Exhibition of Miniature Toy Appliances: June 12, 1985–September 29, 1985. St. Paul: Goldstein Gallery, U Minnesota, 1985. Brown, Ashley. “Ilonka Karasz: Rediscovering a Modernist Pioneer.” Studies in the Decorative Arts 8.1 (2000-1): 69–91. Cross, Gary. “Gendered Futures/Gendered Fantasies: Toys as Representatives of Changing Childhood.” American Journal of Semiotics 12.1 (1995): 289–310. Dolansky, Fanny. “Playing with Gender: Girls, Dolls, and Adult Ideals in the Roman World.” Classical Antiquity 31.2 (2012): 256–92. Fallan, Kjetil. Scandinavian Design: Alternative Histories. Berg, 2012. Folkmann, Mads Nygaard, and Hans-Christian Jensen. “Subjectivity in Self-Historicization: Design and Mediation of a ‘New Danish Modern’ Living Room Set.” Design and Culture 7.1 (2015): 65–84. Hansen, Per H. “Networks, Narratives, and New Markets: The Rise and Decline of Danish Modern Furniture Design, 1930–1970.” The Business History Review 80.3 (2006): 449–83. Hedqvist, Hedvig, and Rebecka Tarschys. “Thoughts on the International Reception of Marimekko.” Marimekko: Fabrics, Fashions, Architecture. Ed. Marianne Aav. Bard. 2003. 149–71. Highmore, Ben. The Design Culture Reader. Routledge, 2008. Holland, Thomas W. Girls’ Toys of the Fifties and Sixties: Memorable Catalog Pages from the Legendary Sears Christmas Wishbooks, 1950-1969. Windmill, 1997. Hucal, Sarah. "Scandi Crush Saga: How Scandinavian Design Took over the World." Curbed, 23 Mar. 2016. <http://www.curbed.com/2016/3/23/11286010/scandinavian-design-arne-jacobsen-alvar-aalto-muuto-artek>. Jackson, Lesley. “Textile Patterns in an International Context: Precursors, Contemporaries, and Successors.” Marimekko: Fabrics, Fashions, Architecture. Ed. Marianne Aav. Bard. 2003. 44–83. Kline, Stephen. “The Making of Children’s Culture.” The Children’s Culture Reader. Ed. Henry Jenkins. New York: NYU P, 1998. 95–109. Lawrence, Sidney. “Declaration of Function: Documents from the Museum of Modern Art’s Design Crusade, 1933-1950.” Design Issues 2.1 (1985): 65–77. Marshall, Jennifer Jane. Machine Art 1934. Chicago: U of Chicago P, 2012. McGuire, Sheila. “Playing House: Sex-Roles and the Child’s World.” Child’s Play, Woman’s Work: An Exhibition of Miniature Toy Appliances : June 12, 1985–September 29, 1985. St. Paul: Goldstein Gallery, U Minnesota, 1985. Meikel, Jeffrey L. “Domesticating Modernity: Ambivalence and Appropriation, 1920–1940.” Designing Modernity; the Arts of Reform and Persuasion. Ed. Wendy Kaplan. Thames & Hudson, 1995. 143–68. O’Brien, Marion, and Aletha C. Huston. “Development of Sex-Typed Play Behavior in Toddlers.” Developmental Psychology, 21.5 (1985): 866–71. Olivarez, Jennifer Komar, Jukka Savolainen, and Juulia Kauste. Finland: Designed Environments. Minneapolis Institute of Arts and Nordic Heritage Museum, 2014. Oswell, David. The Agency of Children: From Family to Global Human Rights. Cambridge UP, 2013. Prown, Jules David. “Mind in Matter: An Introduction to Material Culture Theory and Method.” Winterthur Portfolio 17.1 (1982): 1–19. Punchard, Lorraine May. Child’s Play: Play Dishes, Kitchen Items, Furniture, Accessories. Punchard, 1982. Ranalli, Kristina. An Act Apart: Tea-Drinking, Play and Ritual. Master's thesis. U Delaware, 2013. Sears Corporate Archives. “What Is a Sears Modern Home?” n.d. <http://www.searsarchives.com/homes/index.htm>. "Target Announces New Design Partnership with Marimekko: It’s Finnish, Target Style." Target, 2 Mar. 2016. <http://corporate.target.com/article/2016/03/marimekko-for-target>. Teglasi, Hedwig. “Children’s Choices of and Value Judgments about Sex-Typed Toys and Occupations.” Journal of Vocational Behavior 18.2 (1981): 184–95. Thompson, Jane, and Alexandra Lange. Design Research: The Store That Brought Modern Living to American Homes. Chronicle, 2010.

Abstract:

Introduction It appears that graffiti has begun to clean up its act. Escalating numbers of mature graffiti writers feel the removal of their graffiti has robbed them of a history, and are turning to legal projects in an effort to restore it. Phibs has declared the graffiti underground “limited” and Kano claims its illegal aspect no longer inspires him (Hamilton, 73). A sign of the times was the exhibition Sake of Name: Australian Graffiti Now which opened at the Wharf 2 Theatre in January 2001. The exhibition was commissioned by the Sydney Theatre Company and comprised twenty-two pieces painted by graffiti writers from around Australia. Keen to present a respectable image, writers rejected the original title of Bomb the Wharf, as they felt it focused on the negative aspects of the culture (Andrews, 2). Premier Bob Carr opened the exhibition with the declaration that there is a difference between “graffiti art” and “graffiti vandalism”. The Premier’s stance struck a discordant note with Tony Stevens, a twenty-three-year veteran graffiti cleaner. Described by the Sydney Morning Herald as an “urban art critic by default,” Stevens could see no distinction between graffiti art and vandalism (Leys, 1). Furthermore, he expressed his disappointment that the pieces had “no sense of individuality … it could be graffiti from any American city” (Stevens, 1). As far as Stevens could see, Australian graffiti expressed nothing of its Australian context; it simply mimicked that of America. Sydney Theatre Company director Benedict Andrews responded with a venomous attack on Stevens. Andrews accused the cleaner of being blinded by prejudice (1), and felt that years of cleaning texta tags from railway corridors could not have possibly qualified Stevens as an art critic (3). “The artists in this exhibition are not misfits,” Andrews wrote (2). “They are serious artists in dialogue with their culture and the landscapes in which they live” (2). He went on to hail the strength and diversity of the Australian graffiti scene: “it is a vital and agile international culture and in Australia has evolved in specific ways” (1). The altercation between Stevens and Andrews pointed to one of the debates concerning Australian graffiti: whether it is unique or simply imitative of the American form. Hinged on the assessment of graffiti as vandalism is the view that graffiti is dirty, a disease. Proponents of this view consider graffiti to be an undifferentiated global phenomenon. Others conceive of graffiti as art, and as such argue that it is expressive of local experiences. Graffiti writers maintain that graffiti is expressive of local experiences and they describe it in terms of regional styles and aesthetics. This article maps the transformation of hip hop graffiti as it has been disseminated throughout the world. It registers the distinctiveness of graffiti in Australia and argues that graffiti is not a globally homogenous form, but one which develops in a locally specific manner. Writing and Replicating: Hip Hop Graffiti and Cultural Imperialism Contemporary graffiti subcultures are strongly identified with large American cities. Originating in the black neighbourhood cultures of Philadelphia and New York City in the late 1960s and early 1970s, hip hop graffiti emerged as part of a larger, homegrown, alternative youth culture (“Urban Graffiti”, 77). Before the end of the 1970s, the aesthetic codes and stylised images of hip hop graffiti began to disseminate to major cities across America and throughout the globe. Its transmission was facilitated by: the production and export of films such as Style Wars (Silver and Chalfant, 1983) and Wild Style (Ahearn, 1983); the covers of rap albums; graffiti magazines; art dealers; and style manuals such as Subway Art (Cooper and Chalfant) and Spraycan Art (Chalfant and Prigroff). Graffiti migrated to Australian shores during the early 1980s, gaining influence through the appearance of these seminal works, which are credited by many as having inspired them to pick up a can of spraypaint. During its larval stages, the subcultural codes of graffiti invented by American writers were reiterated in an Australian context. Australian graffiti writers poached the vocabulary and rhetoric invented by their American counterparts. Writers spoke of “getting up”, “getting fame” and their “crew”, classifying their work as “tags”, “pieces”, or “throw ups”. They utilised the same bubble letters, and later, the incomprehensible “wildstyle” originally devised by American writers. It was not long, however, before Australian writers were making their own innovations and developing a unique style. Despite this, there is still widespread conviction in the view that Australian graffiti is a replica of an American cultural form. This view is supported at a theoretical level by the concept of cultural imperialism. It is generally understood, at a basic level, to be the diffusion of a foreign culture at the expense of a local culture. The concept has been usefully clarified by John Tomlinson. Since there are various orders of power involved in allegations of cultural imperialism, Tomlinson attempts to resist some implicit “master narrative” of the term, accounting for cultural imperialism in a multidimensional fashion (20). He outlines five possible versions, which inflect cultural imperialism to mean cultural domination; a discourse of nationality; media imperialism; global capital; and modernity (19-28). The idea that Australian graffiti replicates American graffiti draws particularly on the first two versions—that of cultural imperialism as cultural domination, and the discourse of nationality. Both these approaches focus on the processes involved in cultural imperialism—“the invasion of an indigenous culture by a foreign one” (Tomlinson, 23). Many people I spoke to about graffiti saw it as evidence of foreign, particularly American, domination and influence over Australian culture. They expressed concern that the appearance of graffiti would signal an influx of “American” problems: gang activity, escalating violence and social disorder. Cultural imperialism as a discourse of nationality hinges on the concepts of “belonging” and “indigenous culture”. In a conference organised by the Graffiti Program of the Government of Western Australia, Senator Ian Campbell argued that graffiti had no place in Australia. He felt that, “there should be little need for social comment through the vandalism of other’s property. Perhaps in nations where … freedoms are not recognised … but not in Australia” (6). Tomlinson argues that the conceptions of cultural imperialism as both cultural domination and as a discourse of nationality are popular because of their highly ambiguous (and thus accommodating) nature (19, 23). However, both notions are problematic. Tomlinson immediately dismisses the notion of cultural imperialism as cultural domination, arguing that one should aim for specificity. “Imperialism” and “domination” are rather general notions, and as such both have sufficient conceptual breadth and ambiguity to accommodate most uses to which they might be put (19). Cultural imperialism as a discourse of nationality is similarly problematic, relying on the precise definitions of a series of terms—such as belonging, and indigenous culture—which have multiple inflections (24). Cultural imperialism has often been tracked as a process of homogenisation. Conceiving of cultural imperialism as homogenisation is particularly pertinent to the argument for the global homogeneity of graffiti. Cultural homogenisation makes “everywhere seem more or less the same,” assuming a global uniformity which is inherently Western, and in extreme cases, American (6). The implications of “Americanisation” are relevant to the attitudes of Australian graffiti writers. On the Blitzkrieg Bulletin Board—an internet board for Australian graffiti writers—I found evidence of a range of responses to “Americanisation” in Australian graffiti. One of the writers had posted: “you shouldn’t even be doing graff if you are a toy little kid, buying export paint and painting legal walls during the day … f*** all y’all niggaz!” s3 replied, “I do know that modern graffiti originated in America but … token are you American? Why do you want to talk like an American gangsta rapper?” The global currency of graffiti is one in which local originality and distinctiveness are highly prized. It is a source of shame for a writer to “bite”. Many of the writers I spoke to became irate when I suggested that Australian styles “bit” those of America. It seems inconsistent that Australian graffiti writers would reproduce American graffiti, if they do not even tolerate Australian writers using the word “nigga”. Like the argument that Australian graffiti replicates that of America, the concept of cultural imperialism is problematic. By the 1970s the concept was beginning to come apart at the seams, its “artificial coherence” exposed when subjected to a range of applications (Tomlinson, 8). Although the idea of cultural imperialism has been discredited and somewhat abandoned at the level of theory, the concept nonetheless continues to guide attitudes towards graffiti. Jeff Ferrell has argued that the interplay of cultural resources involved in worldwide graffiti directly locates it inside issues of cultural imperialism (“Review of Moscow Graffiti”, paragraph 5). Stylistic and subcultural consistencies are mobilised to substantiate assertions of the operation of cultural imperialism in the global form of graffiti. This serves to render it globally homogeneous. While many graffiti writers would concede that graffiti maintains certain global elements, few would agree that this is indicative of a global homogeneity of form. As part of the hip hop component of their website, Triple J conducted an investigation into graffiti. It found that “the graffiti aesthetic developed in New York has been modified with individual characteristics … and has transformed into a unique Australian style” (“Old Skool”, paragraph 6). Veteran writers Umph, Exit, Phibs and Dmote agree. Perth writer Zenith claims, “we came up with styles from the US back in the day and it has grown into something quite unique” (personal communication). Exit declares, “every city has its own particular style. Graffiti from Australia can easily be distinguished by graffiti artists. Australia has its own particular style” (1). Umph agrees: “to us writers, the differences are obvious” (2). Although some continue to perceive Australian graffiti as replicating that of America, it appears that this is no longer the case. Evidence has emerged that Australian graffiti has evolved into a unique and localised form, which no longer imitates that of America. “Going Over” Cultural Imperialism: Hip Hop Graffiti and Processes of Globalisation The argument that graffiti has developed local inflections has lately garnered increasing support due to new theories of global cultural interaction and exchange. The modern era has been characterised by the increasing circulation of goods, capital, knowledge, information, people, images, ideologies, technologies and practices across national borders and territorial boundaries (Appadurai, 230; Scholte, 10). Academic discussion of these developments has converged in recent years around the concept of “globalisation”. While cultural imperialism describes these movements as the diffusion of a foreign culture at the expense of a local one, globalisation interprets these profound changes as evidence of “a global ecumene of persistent cultural interaction and exchange” (Hannerz, 107). In such a view, the globe is not characterised by domination and homogenisation (as with cultural imperialism), but more in terms of exchange and heterogeneity. Recent studies acknowledge that globalisation is complex and multidimensional (Giddens, 30; Kalb, 1), even a process of paradoxes (Findlay, 30). Globalisation is frequently described in terms of contradictory processes—universalisation vs. particularisation, homogenisation vs. differentiation, integration vs. fragmentation. Another of these dialectical tendencies is that of localisation. Kloos defines localisation as representing “the rise of localised, culturally defined identities … localisation stresses sociocultural specificity, in a limited space” (281). While localisation initially appears to stand in opposition to globalisation, the concepts are actually involved in a dialectical process (Giddens, 64). The relationship between localisation and globalisation has been formulated as follows: “Processes of globalisation trigger identity movements leading to the creation of localised, cultural-specific, identities” (Kloos, 282). The development of localisation is particularly pertinent to this study of graffiti. The concept allows for local diversity and has led to the understanding that global cultural phenomena are involved in a process of exchange. Work around globalisation lends credence to the argument that, as graffiti has disseminated throughout the globe, it has mutated to the specific locale within which it exists. Graffiti has always been locally specific: from the early stages which witnessed writers such as Julio 204, Fran 207 and Joe 136 (the numbers referred to their street), to the more recent practice of suffixing tag names with the name of a writers’ crew and their area code. The tendency to include area codes has been largely abandoned in Australia as the law has responded to graffiti with increasing vigilance, but evolutions in graffiti have pointed towards the development of regionally specific styles which writers have come to recognise. Thus, graffiti cannot be thought of as a globally homogenous form, nor can it be said that Australian graffiti replicates that of America. As hip hop has circulated throughout the globe it has appeared to adopt local inflections, having adapted into something quite locally distinctive. In a sense hip hop has been “translated” to particular circumstances. It is now appropriate to consider Australian hip hop and graffiti as a translation of a global cultural phenomenon. A useful reference in this regard is Yuri Lotman, who designates dialogue as the elementary mechanism of translation (143). He suggests that participants involved in a dialogue alternate between a position of “transmission” and “reception” (144). Hence cultural developments are cyclical, and relationships between units—which may range from genres to national cultures—pass through periods of “transmission” and “reception” (144). Lotman proposes that the relationship between structures follows a pattern: at first, a structure will appear in decline, static, unoriginal. He records these “intermissions” as “pauses in dialogue”, during which the structure absorbs influences from the outside (144). When saturation reaches a certain limit, the structure begins producing its own texts as its “passive state changes to a state of alertness” (145). This is a useful way of comprehending Australian hip hop culture. It appears that the Australian hip hop scene has left behind its period of “reception” and is now witnessing one of “transmission” in which it is producing uniquely Australian flavours and styles. Of the contemporary graffiti I have observed, it appears that Australian writing is truly distinctive. Australian writers may have initially poached the subcultural codes developed by their American counterparts, however Australia has evolved to be truly unique where it counts—in graffiti styles. Distinctive graffiti styles can be witnessed, not only between different continents, but also within geographic locations. American graffiti registers a variety of locally specific forms. New York remains devoted to the letter, while graffiti on the west coast of America is renowned for its gang writing. American lettering styles tend to develop existing styles. New York wildstyle is easily recognised, and differs from letters in the Bay Area and San Francisco, which feature arrows inside the letters. While American graffiti is by and large concerned with letters, Australia has gained some repute for its exploration of characters. Like American writers, Australians employ characters poached from popular culture, but for the most part Australian writers employ characters and figures that they have invented themselves, often poaching elements from a wide variety of sources and utilising a wide variety of styles. Marine imagery, not usually employed in American graffiti, recurs in Australian pieces. Kikinit in the Park, a youth festival held in Fremantle in March 2001, featured a live urban art display by Bugszy Snaps, who combined oceanic and graffiti iconography, fusing sea creatures with spraypaint cans. Phibs also “uses images from the sea a lot” (Hamilton, 73), having grown up at the beach. In spite of this focus on the development of characters and images, Australia has not neglected the letter. While initially Australian graffiti artists imitated the styles developed in America, Australian lettering has evolved into something exceptional. Some writers have continued to employ bubble letters and wildstyle, and Australia has kept up with modifications in wildstyle that has seen it move towards 3D. Australia has cultivated this form of traditional wildstyle, elevating it to new heights. Sometimes it is combined with other styles; other times it appears as controlled wildstyle—set around a framework of some sort. In other instances, Australia has charted new territory with the letter, developing styles that are completely individual. Australian writing also blends a variety of lettering and graphic styles, combining letters and figures in new and exciting ways. Australian graffiti often fuses letters with images. This is relatively rare in American graffiti, which tends to focus on lettering and, on the whole, utilises characters to less effect than Australian graffiti. Conclusion Graffiti is not a globally homogeneous form, but one which has developed in locally specific and distinctive ways. As hip hop graffiti has circulated throughout the globe it has been translated between various sites and developed local inflections. In order to visualise graffiti in this manner, it is necessary to recognise theories of cultural imperialism as guiding the widespread belief that graffiti is a globally homogeneous form. I have refuted this view and the worth of cultural imperialism in directing attitudes towards graffiti, as there is a valid foundation for considering the local distinctiveness of Australian graffiti. By engaging critically with literature around globalisation, I have established a theoretical base for the argument that graffiti is locally specific. Envisaging the global form of hip hop graffiti as translated between various sites and having developed in locally specific ways has exposed the study of graffiti outside of the United States. Current writings on cultural studies and graffiti are dominated by the American academy, taking the United States as its centre. In rectifying this imbalance, I stress the need to recognise the distinctiveness of other cultures and geographic locations, even if they appear to be similar. While writers across Australia argue that their locations produce original styles, few have been willing to expound on how their scene is “fresh”. One writer I spoke with was an exception. Zenith explained that: “the way we are original is that our style has developed for so long, fermented if you will, because of Perth being so damned isolated” (personal communication). He went on to say: “I also happen to feel that we’re losing the originality every second of every day, for a number of reasons … with web sites, videos, magazines, and all this type of graffito affiliated stuff” (personal communication). Hip hop graffiti culture is one in which communication and exchange is of central concern. The circulation of this “graffito affiliated stuff”—websites, graffiti magazines, videos, books—as well as the fact that aerosol artists frequently travel to other cities and countries to write, demonstrates that this is a culture which, although largely identified with America, is also global in reach. This global interaction and exchange is increasingly characterised by a complex relationship which involves imitation and adaptation. Glossary Bite To copy another graffiti writer’s style Crew Organised group of graffiti writers Getting up Successful graffiti endeavour; to graffiti Going over To graffiti over another’s graffiti Piece The most sophisticated kind of graffiti, which includes characters, words and phrases Tag A stylised version of a signature; the most basic form of graffiti Throw up Two-dimensional version of a tag Wildstyle Style of graffiti characterised by interlocking letters and arrows Writer Graffiti artist; one who does graffiti References Andrews, Benedict. “If a Cleaner Can Review Graffiti Art, Then …” Sydney Morning Herald 15 Jan. 2001. 15 August 2001 http://www.smh.com.au/news/0101/15/features/features8.html>. Appadurai, Arjun. “Globalization and the Research Imagination.” International Social Science Journal 51.2 (1999): 229-38. Campbell, Ian. “The National Perspective.” Dealing with Graffiti. Ed. Graffiti Program, Government of Western Australia: Perth, 1997: 6-7. Chalfant, Henry, and James Prigroff. Spraycan Art. London: Thames & Hudson, 1987. Cooper, Martha, and Henry Chalfant. Subway Art. London: Thames & Hudson, 1984. “Exit”. n.d. [1998]. 18 Jul. 2001 http://loud.net.au/projects/digit/garry/exit.htm>. Ferrell, Jeff. “Review of Moscow Graffiti: Language and Subculture.” Social Justice 20.3-4 (1993): 188 (15). ———. “Urban Graffiti: Crime, Control, and Resistance.” Youth and Society 27 (1995-6): 73-87. Findlay, Mark. The Globalization of Crime: Understanding Transitional Relationships in Context. Cambridge: Cambridge UP, 1999. Giddens, Anthony. Runaway World: How Globalization Is Reshaping our Lives. New York: Routledge, 2000. Hamilton, Kate. “Can in Hand.” Rolling Stone 590 (2001): 72-5. Hannerz, Ulf. “Scenarios for Peripheral Cultures.” Culture, Globalization and the World-System: Contemporary Conditions for the Representation of Identity. Ed. Anthony D. King. Houndmills: Macmillan, 1991. 107-28. Kalb, Don. “Localizing Flows: Power, Paths, Institutions, and Networks.” The Ends of Globalization: Bringing Society Back In. Ed. Don Kalb. Boston: Rowman and Littlefield Publishers, 2000. 1-29. Kloos, Peter. “The Dialectics of Globalization and Localization.” The Ends of Globalization: Bringing Society Back In. Ed. Don Kalb. Boston: Rowman and Littlefield, 2000. 281-97. Leys, Nick. “Graffiti Removalist Gives Art Installation a Spray.” Sydney Morning Herald 9 January 2001. 9 Jan. 2001. http://www.smh.com.au/news/0101/09/national/national15.html>. Lotman, Yuri. The Universe of the Mind: A Semiotic Theory of Culture. Bloomington, IN: Indiana UP, 1990. “Old Skool.” Triple J. 2001. 18 Jul. 2001 http://www.abc.net.au/triplej/arts/graff/oldskool/default.htm>. s3. “Name & Email Supplied.” Online posting. 9 May 2004. Blitzkrieg Bulletin Board. 20 July 2001 http://network54.com/Forum>. Scholte, Jan Aarte. “Globalisation: Prospects For a Paradigm Shift.” Politics and Globalisation: Knowledge, Ethics and Agency. Ed. Martin Shaw. London: Routledge, 1999. 9-22. Stevens, Tony. “It’s Vandalism, It’s Illegal and It Causes Anguish and Frustration.” Sydney Morning Herald 5 Feb. 2001. 4 Mar. 2001 http://www.smh.com.au/news/0102/05/features/features10.html>. Style Wars. Dir. Tony Silver and Henry Chalfant. 1983. DVD. Passion River, 2005. Token. “F*** You Little Kids!” Online posting. 5 May 2000. Blitzkrieg Bulletin Board. 20 Jul. 2001 http://network54.com/Forum>. Tomlinson, John. Cultural Imperialism: A Critical Introduction. London: Pinter Publishers, 1991. Umph. n.d. [1998]. 18 Jul. 2001. http://loud.net.au/projects/digit/garry/umph.htm>. Wild Style. Dir. Charlie Ahearn. 1983. DVD. Rhino Theatrical, 2002. Citation reference for this article MLA Style Lombard, Kara-Jane. "“To Us Writers, the Differences Are Obvious”: The Adaptation of Hip Hop Graffiti to an Australian Context." M/C Journal 10.2 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0705/05-lombard.php>. APA Style Lombard, K. (May 2007) "“To Us Writers, the Differences Are Obvious”: The Adaptation of Hip Hop Graffiti to an Australian Context," M/C Journal, 10(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0705/05-lombard.php>.

Abstract:

The 1950s era appears to hold a nostalgic place in contemporary memories and current cultural practices. While the 1950s is a period that can signify a time from the late 1940s to the early 1960s (Guffey, 100), the era is often represented as a liminal space or dream world, mediated to reflect current desires. It is a dream-like world, situated half way between the mediated vision of the 1950s and today. Modern participants of 1950s culture need to negotiate what is authentic and what is not, because as Piatti-Farnell and Carpenter remind us ‘history is what we want it to be’ (their emphasis). The world of the 1950s can be bent to suit differing interpretations, but it can never be broken. This is because nostalgia functions as a social emotion as well as a personal one (Davis, vii). Drawing on interviews conducted with 27 women and three men, this article critically examines how the 1950s are nostalgically reimagined in contemporary culture via fashion and car festivals. This article asks: in dreaming of the past, how authentic is the 1950s reimagined today from the point of view of the participants?Liminal spaces exist for participants to engage in their nostalgic reimagining of 1950s culture. Throughout Australia, and in several other countries, nostalgic retro festivals have become commonplace. In Australia prominent annual events include Cooly Rocks On (Coolangatta, Qld.), Chromefest (The Entrance, NSW) and Greazefest (Brisbane, Qld.). Festivals provide spaces where nostalgia can be acted out socially. Bennett and Woodward consider festivals such as these to be giving individuals an “opportunity to participate in a gathering of like-minded individuals whose collective investment in the cultural texts and artefacts on display at the festival are part of their ongoing lifestyle project” (Bennett and Woodward, 15). Festivals are important social events where fans of the 1950s can share in the collective re-imagining of the 1950s.MethodologyEthnographic interviews with 30 participants who self-identified as wearers of 1950s style fashion. The interviews were conducted in person, via telephone and Skype. The participants come from a range of communities that engage with 1950s retro culture, including pin-up, rockabilly, rock'n'roll dancers and car club members. Due to the commonality of the shared 1950s space, the boundaries between the various cohorts can be fluid and thus some participants were involved with multiple groups. The researcher also immersed herself in the culture, conducting participant observation at various events such as retro festivals, pin-up competitions, shopping excursions and car club runs. Participants were given the option to have their real names used with just a few choosing to be anonymised. The participants ranged in age from 23 to their 60s.NostalgiaOur relationship with past eras is often steeped in nostalgia. Fred Davis (16-26) identified three orders of nostalgia: simple, reflexive and interpreted. Simple nostalgia “harbors the common belief that THINGS WERE BETTER (MORE BEAUTIFUL) (HEALTHIER) (HAPPIER) (MORE CIVILIZED) (MORE EXCITING) THEN THAN NOW” (Davis, 18, his emphasis). This is a relatively straightforward depiction of a halcyon past that is uncritical in its outlook. The second order, reflexive nostalgia, sees subjects question if their view of the past is untainted: “was it really that way?” (21). The third and final order sees the subject question the reasons behind the feelings of nostalgia, asking “why am I feeling nostalgic?” (24).Davis argues that nostalgia “must in some fashion be a personally experienced psst” rather than knowledge acquired second-hand (Davis, 8). Others dispute this, noting a vicarious or second-hand nostalgia can be experienced by those who have no direct experience of the past in question (Goulding, “Exploratory”). Christina Goulding’s work at heritage museums found two patterns of nostalgic behaviour amongst visitors whom she termed the existentials and the aesthetics (Goulding, “Romancing”). For the existentials, experiencing the liminal space of a heritage museum validated their nostalgia “because of their ability to construct their own values and ideologies relating to a particular time period in history and then to transpose these values to a time belonging to their own experiences, whether real or partially constructed” (Goulding “Romancing”, 575). This attitude is similar to Davis’s first order or simple nostalgia. In comparison, aesthetics viewed history differently; their nostalgia was grounded in an interest in history and its authentic reconstruction, and a desire to escape into an imaginary world, if only for an hour or two. However, they were more critical of the realism presented to them and aware of the limits of accuracy in reconstruction.Second-Hand NostalgiaFor the participants interviewed for this research, second-hand nostalgia for the 1950s was apparent for many. This is not very surprising given the time and distance between now and then. That is, a majority of the participants had not actually lived in the 1950s. For many their interest in the 1950s connected them to key family members such as mothers, fathers and grandparents. Two participants, Noel and Charlie, discussed fathers who were keen listeners of 1950s rock'n'roll music. Women often discussed female family members whose 1950s fashion sense they admired. Statements such as “I look back at the photos now and I think it would have been awesome if I had grown up in that era” (Noel) were common in interviews; however, many of them later qualified this with a more critical analysis of the time.For some, the 1950s represented a time when things were ‘better’. The range of indicators ran from the personal to the social:Curves and shapeliness were celebrated a little bit more in that era than they are now … when you look at the 50s woman they were a little bit curvier, when you think of pin-up and that kind of stuff, like Marilyn Monroe and Betty Page and all that sort of style, whereas for so long that hasn’t been where fashion has been at. So the average woman is bigger, or is curvier, or… So that’s kind of, it just works with my body shape in a way that modern stuff just doesn’t necessarily. (Ashleigh)I get treated differently when I wear Rockabilly as opposed to modern clothes. People will treat me more like a lady, will open doors for me … . I think people respect more people that dress like ladies than girls that let it all show. People have respect for people who respect themselves and I think Rockabilly allows you to do that. Allows you to be pretty and feminine without letting it all show. (Becky)For others, their fascination with the 1950s was limited to the aesthetic as they drew a more critical analysis of the era:There’s a housewife’s guide. I’m sure you’ve read that a housewife is expected to have a bow in her hair when her husband gets home from work. And should have the children in bed or silent. And we should be appreciating that he’s had a very hard day at work, so he should come home and put his feet up and we should rub his feet and provide him with a hot meal … . The mindset was different between then and now, and it’s not really that big a gap in history. (Belinda)The majority of women interviewed noted that they would be unwilling to relinquish modern social attitudes towards women to return to an era where women were expected to remain in the domestic sphere. They cited a number of differences, including technology (modern washing machines, dishwashers, etc.), gender relations (one participant noted rape in marriage), expectations to marry and have children young, careers, own finances etc.Nooooo! Absolutely not. Nooooo! No way! Oh my gosh! The labour in housework. Almost daily I’m grateful for the dishwasher and the stick Dyson for the floors and I don’t know, the steam iron. So many of the conveniences that you know, you go down stairs in the rush before the walk to school, throw the clothes into the washing machine and know that in 30 minutes it’s done. … No way would I go back. I absolutely would not want to live in the 50s regarding the social mores. It’s a little bit too repressive … . Love the look though! (Anna)Despite this, ‘outsiders’ (those who do not participate in 1950s subcultures) will often assume that since adherents are dressed in fifties style they obviously wish they could return there:And it sometimes will open a conversation where people will say “you should have been born earlier” or “I bet you wished you lived in the 50s” and I always say “no, I’m glad I live in an era where there’s less racism and sexism and I can work. (Emma)In contrast, men who were interviewed had expressed fewer barriers to living in the 1950s. Both Charlie and Noel were quick to say yes when asked if they would be happy to live in the actual 1950s. Even Ashley, a homosexual man who dresses in 1950s drag as a woman on the weekends would “give it a go”. This perhaps reflects the privileged position that white heterosexual men enjoyed in the era. Ashley could, like many homosexual men at the time, easily disguise his sexual orientation in order to fit into this privileged position, keeping his overt drag behaviour to “safe gay spaces” (Cole, 45). Further, all three men are white, although Charlie, being from a Cypriot background, may experience a different social response if he was to return to the actual 1950s. Immigrants from southern Europe were not welcomed by all Australians, with some openly hostile to the immigrants (Murphy, 156-64). Women, on the other hand, would experience a retrograde transformation of their position within society; women of colour even more so. This echoes other studies of historically based cohorts where women in particular hold progressive modern views and are reluctant to return to time periods such as the 1960s (Jenss) and the 1970s (Gregson, Brooks, and Crewe).Popular Cultures as a Conduit to the PastNostalgia is often mediated through popular culture, with many participants referencing popular icons of the fifties such as Elvis, Rita Hayworth, and Marilyn Monroe. This was complicated by references to popular culture films and music which were themselves a product of 1950s nostalgia, such as the movie Grease (1978) and the band the Stray Cats (1979-present). The 1950s has been the ongoing subject of revivalism since at least the late 1960s (Reynolds, 277), and this layering complicates social understandings of the decade. One participant, Charlie (in his late 50s), notes how the 1950s revival in the 1970s gave him the opportunity to immerse himself in the culture he admired. For Charlie, popular culture gave him the opportunity to wear authentic 1950s clothing and surround himself with 1950s memorabilia, music, and cars.Alternative clothing allows people to create an identity outside the parameters of contemporary fashion. For women, the thin body, replete with small breasts and hips, has been held up as the ideal in both mass media and fashion from advent of Twiggy in the 1960s to the present day (Hackett and Rall). Yet, 1950s style clothing allows wearers the freedom to create a fashionable identity that presents a different body ideal; that of the hyper-feminine woman who is characterised by her exaggerated hour-glass figure. This body shape has recently become fashionable again with influencers such as Kim Kardashian promoting this as an alternate to the thin body ideal. For men, the clothes represent the complimentary ideal of the hyper-masculine man: tight shirts, worker jeans, working class suits. Some participants, like Charlie, wear original 1950s clothing. I’ve got my dad’s sports coat, and I still wear it today … that song … [Marty Robins – ‘A white sport coat and a pink carnation’] … it explains that coat. My dad had it when he first came to Australia … I’ve still got it today and I still wear it proudly. (Charlie)However, due to the age of available authentic clothing, complicated by the fact that many garments from that era have already been recycled, there remains limited supply of true 1950s clothing for today’s fans. Most rely upon reproduction clothing which varies in its level of authenticity. Some reproduction brands remake styles from the fifties, whereas others are merely inspired by the era. In her study of costume, Valerie Cumming argued that it was “rare for clothing from previous eras to be worn in an unaltered state as it offered an alternative construction of identity” (Cumming, 109). Contemporary body sizes and shapes are different from their mid-century counterparts due to range of issues, particularly the average increase in body size. Women’s bust and waist measurements, for example, have increased by about ten percent over the last century (Etchells, Kinkade, and Henneberg). Further, technological advances in fabric coupled with changing social mores around undergarments mean that the body upon which garments sit is shaped differently. Most of the women in this study feel no need to wear restrictive, body modifying undergarments such as girdles or merry widows beneath their clothes. This echoes other research which reports that re-enactors wear clothes that are not really authentic, but “approximations created for twenty-first century” fans (Kiesel). Despite this diluting of 1950s style to suit modern sensibilities, the superficial look of the clothes are, for the participants, strongly reminiscent of the 1950s.I have a very Rubensesque body shape, so when I was younger that was the sort of styles that was better on me. So I like the pencil skirts enhanced a bit that weren’t supposed to be enhanced because I came from a very conservative Christian background. But then the A-line skirts were what my mom put me in to go to church and everything. Anyway it just looked really nice. As I watched television and saw those styles on some of those older shows that my parents let me watch, that is what I got drawn too, that sort of silhouette. (Donna, early 40s)The act of dressing in this way separates participants from the mainstream. Here fashion, in particular, differentiates this look from subcultural style. Dick Hebdige argued that subcultures are rooted in working class struggles, creating an alternate society away from the mainstream, where clothing becomes a critical identifier of group membership. Some participants extend their consumption of 1950s goods into areas such as homewares, cars and music. 1950s cars, particularly large American cars such as Cadillacs and Australian-made Holdens, are lovingly restored. Charlie, a mechanic by trade, has restored numerous cars for both himself and other people. Restoring cars can often be an expensive endeavour, locking out many would-be owners. A number of participants spoke of their desire to own an original car, even if it was out of their budget.Cars too are often modified from their original incarnation. Sometimes this is due to comfort, such as having modern day air-conditioning systems or power-steering installed. Other times this is due to legal requirements. It is not uncommon to see cars at festivals installed with child safety seats, when children during the actual 1950s often rode in cars without seatbelts even installed. Like clothing, it appears for cars that if the aesthetic is strongly reminiscent of the 1950s, then the underlying structural changes are acceptable.Identities and SpacesRetro festivals as liminal spaces provide the opportunity for participants to play at being in the actual 1950s. As a shared space they rely upon a critical mass of people to create and maintain this illusion. Participants who attended these events expressed a lot of enthusiasm for them:I just love the atmosphere, looking around, looking at the stalls and other people’s outfits. Listening to the music and having a dance. (Kathleen, early 20s)Oh, that’s my favourite weekend of the year … I’ve been to every single one since the first one. Yeah, I think this is the nineteenth year … And we all kind of, there’s a bunch of us that go and we stay near there and we are there for the whole thing. Yeah, and I’ve already started sewing my wardrobe. Planning my outfits. I don’t know, we just love it. There’s people that I only see once a year at Greazefest and I get to catch up with people. And I flit around like a social butterfly, like I’m running around, and I also have a thing where I call it the weekend of a thousand selfies. So I just take hundreds of selfies with people and myself and I do a big thing up every year. Yeah. But I love it, I love the music mainly. But it’s a good excuse, another good excuse, to make some nice outfits and get dressed up in something different. (Vicki, early 40s)So I’m at shows basically every weekend. Shows, swap meets and in the garage, there’s always something. And when you get into this car life, it drags the 50s in with you, if that is your decade. It just follows you in. (Ashleigh, early 20s)The festival space becomes liminal as it is not truly part of the past, but it is not of the present either. As Valerie Cumming's statement above notes, clothes from the past that are worn today are usually altered to suit modern sensibilities. So too are festivals which are designed and enacted within our contemporary paradigm. This can be seen in Pin-Up competitions which are present at many of the festivals. Rather than a parade of young beauties, modern interpretations feature a diverse vision of womanhood, representing a range of ages, body sizes, genders, and beauty ideals. For some participants this is an empowering liminal space.I went through a stage where I had severe depression and I found the thing that was making me happy was when I put on my 50s clothes and it’s an entire separate personality, because there is me, I’m a very quiet, normal person and there is Chevy Belle … and it’s this whole extra style, this extra confidence that I have and that was helping me through depression. (Ashleigh, early 20s)A Contested DreamIf the liminal space of a re-imagined 1950s is to succeed, members must negotiate, whether explicitly or implicitly, what constitutes this space. When is someone bending the rules, and when is someone breaking them? Throughout the interviews there was an undercurrent of controversy as to certain elements.The Pin-Up community was the most critiqued. Pin-Up style often references styles from both the forties and fifties, merging the two eras into one. Vicki questioned if their style was even 1950s at all:I don’t really understand where some of the pin-up looks come from. Like, sort of like, that’s not 50s. That’s not really 50s looking, so don’t call it 50s if it’s not … some of the hairstyles I sort of go “I don’t know what, what that is”. I’m not quite sure why everybody’s got victory … like got victory rolls when they’re not 1950s … I get a bit funny and I know it sounds really pretentious when I say it out loud. Yeah, I don’t know. I sound pretentious, I don’t want to sound pretentious. (Vicki, early 40s)Here Vicki is conflicted by her wish to be inclusive with her desire to be authentic. The critique continues into the use of tattoos and the type of people who entered these competitions:I found the pin-up competitions seem to be more for people, for the bigger ladies that wanted to wear the tattoos … rather than something that was just about the fashion ... (Simone, early 50s)Coinciding with Corrie Kiesel’s findings about Jane Austen festivals, “what constitutes the authentic for the festival community is still under negotiation”. The 1950s liminal space is a shared dream and subject to evolution as our changing contemporary norms and the desire for authenticity come into conflict and are temporarily resolved, before being challenged again.ConclusionVia 1950s fashion, cars, music, and festivals, the participants of this study show that there exist multiple liminal spaces in which identity and social boundaries are made malleable. As a result, there exists mostly inclusive spaces for the expression of an alternative social and cultural aesthetic. While engagement with 1950s culture, at least in this research, is predominantly feminine, men do participate albeit in different ways. Yet for both men and women, both are dreaming of a past that is constantly imaged and re-imagined, both on a personal level and on a social level.As the temporal distance between now and the actual 1950s expands, direct experience of the decade diminishes. This leaves the era open to re-interpretation as contemporary norms and values affect understandings of the past. Much of the focus in the interviews were upon the consumption of nostalgic goods rather than values. This conflict can be most strongly seen in the conflicted responses participants gave about pin-up competitions. For some participants the pin-ups were lacking in an essential authenticity, yet the pin-ups with their tattoos and reinterpretation of the past demonstrate how fluid and malleable a culture based on a past era can be. The 1950s scene promises to become more fluid as it undergoes further evolutionary steps in the future.ReferencesBennet, Andy, and Ian Woodward. “Festival Spaces, Identity, Experience and Belonging.” The Festivalization of Culture. Eds. Jodie Taylor and Andy Bennett. New York: Routledge, 2014. 25-40.Cole, Shaun. “Don We Now Our Gay Apparel”: Gay Men’s Dress in the Twentieth Century. Oxford: Berg, 2000.Cumming, Valerie. Understanding Fashion History. London: Batsford, 2004.Davis, Fred. Yearning for Yesterday: A Sociology of Nostalgia. New York: Free Press, 1979.Etchells, Nick, Lynda Kinkade, and Maciej Henneberg. "Growing Pains: We've All Heard about Australia's Obesity Crisis But the Truth Is, We're Getting Bigger in More Ways than One. 2014.Goulding, Chrintina. "Romancing the Past: Heritage Visiting and the Nostalgic Consumer." Psychology and Marketing 18.6 (2001). DOI: 10.1002/mar.1021.Goulding, Christina. “An Exploratory Studiy of Age Related Vicarious Nostalgia and Aesthetic Consumption.” NA-Advances in Consumer Research. Eds. Susan M. Broniarczyk and Kent Nakamoto. Valdosta, GA: Association for Consumer Research, 2002. 542-46.Gregson, Nicky, Kate Brooks, and Louise Crewe. “Bjorn Again? Rethinking 70s Revivalism through the Reappropriation of 70s Clothing.” Fashion Theory 5.1 (2001). DOI: 10.2752/136270401779045716.Hackett, Lisa J., and Denise N Rall. “The Size of the Problem with the Problem of Sizing: How Clothing Measurement Systems Have Misrepresented Women’s Bodies from the 1920s – Today.” Clothing Cultures 5.2 (2018): 263-83.Hebdige, Dick. Subculture: The Meaning of Style. Florence: Florence Taylor and Francis, 1979.Jenss, Heike. “Sixties Dress Only! The Consumption of the Past in a Retro Scene.” Old Clothers, New Looks: Second-Hand Fashion. Eds. Alexandra Palmer and Hazel Clark. Michigan: Bloomsbury Academic, 2005. 177-197.Kiesel, Corrie. “‘Jane Would Approve’: Gender and Authenticity at Louisiana’s Jane Austen Literary Festival.” Persuasions: The Jane Austen Journal 33.1 (2012). 1 Mar. 2020 <http://jasna.org/persuasions/on-line/vol33no1/kiesel.html>.Murphy, John. Imagining the Fifties: Private Sentiment and Political Cultre in Menzies’ Australia. Sydney: Pluto Press, 2000.Piatti-Farnell, Lorna, and Lloyd Carpenter. “Intersections of History, Media and Culture.” M/C Journal 20.5 (2017). 1 Mar. 2020 <http://journal.media-culture.org.au/index.php/mcjournal/article/view/1323>.Reynolds, Simon. Retromania: Pop Culture’s Addition to Its Own Past. London: Faber & Faber, 2011.FundingLisa J. Hackett is supported by the Commonwealth of Australia through the Research Training Programme.

Abstract:

Historians of Modern Architecture have cultivated the image of the architect as a temperamental genius, unconcerned by issues of politeness or pragmatics—a reading reinforced in cultural representations of Modern Architects, such as Howard Roark, the protagonist in Ayn Rand’s 1943 novel The Fountainhead (a character widely believed to be based on the architect Frank Lloyd Wright). The perception of the Modern Architect as an artistic hero or genius has also influenced the reception of their work. Despite their indisputable place within the architectural canon, many important works of Modern Architecture were contested on pragmatic grounds, such as cost, brief and particularly concerning issues of suitability and effectiveness in relation to climate and weather. A number of famed cases resulted in legal action between clients and architects, and in many more examples historians have critically framed these accounts to highlight alternate issues and agendas. “Complaints about the weather,” in relation to architecture, inevitably raise issues regarding a work’s “success,” particularly in view of the tensions between artistry and functionality inherent in the discipline of architecture. While in more recent decades these ideas have been framed around ideas of sustainability—particularly in relation to contemporary buildings—more traditionally they have been engaged through discussions of an architect’s ethical responsibility to deliver a habitable building that meets the client’s needs. This paper suggests these complaints often raise a broader range of issues and are used to highlight tensions inherent in the discipline. In the history of Modern Architecture, these complaints are often framed through gender studies, ethics and, more recently, artistic asceticism. Accounts of complaints and disputes are often invoked in the social construction (or deconstruction) of artistic genius – whether in a positive or negative light. Through its discussion of a number of famed examples, this paper will discuss the framing of climate in relation to the figure of the Modern Architect and the reception of the architectural “masterpiece.” Dear Monsieur Le Corbusier … In June 1930 Mme Savoye, the patron of the famed Villa Savoye on the outskirts of Paris, wrote to her architect, Le Corbusier, stating: “it is still raining in our garage” (Sbriglio 144)—a persistent theme in their correspondence. This letter followed another sent in March after discovering leaks in the garage and several bedrooms following a visit during inclement weather. While sent prior to the building’s completion, she also noted that rainfall on the bathroom skylight “makes a terrible noise […] which prevents us from sleeping in bad weather” (Sbriglio 142). Claiming to have warned Le Corbusier about the concern, the contractor refused to accept responsibility, prompting some rather fiery correspondence between the two. This problem, compounded by issues with the heating system, resulted in the house feeling, as Sbriglio notes, “cold and damp” and subject to “substantial heat loss due to the large glazing”—a cause for particular concern given the health problems of the clients’ only child, Roger Savoye, that saw him spend time in a French Sanatorium (Sbriglio 145). While the cause of Roger’s illness is not clear, at least one writer (albeit with a noticeable lack of footnotes or supporting evidence) has linked this directly to the villa (de Botton 65). Mme Savoye’s complaints about dampness, humidity, condensation and leaking in her home persisted in subsequent years, prompting Benton to summarise in 1987, “every autumn […] there were cries of distress from the Savoye family with the first rains” (Villas 204). These also extended to discussion of the heating system, which while proving insufficient was also causing flooding (Benton, "Villa" 93). In 1935 Savoye again wrote to Le Corbusier, wearily stating: It is raining in the hall, it’s raining on the ramp and the wall of the garage is absolutely soaked [….] it’s still raining in my bathroom, which floods in bad weather, as the water comes in through the skylight. The gardener’s walls are also wet through. (Sbriglio 146-7) Savoye’s understandable vexation with waterproofing problems in her home continued to escalate. With a mixture of gratitude and frustration, a letter sent two years later stated: “After innumerable demands you have finally accepted that this house which you built in 1929 in uninhabitable…. Please render it inhabitable immediately. I sincerely hope that I will not have to take recourse to legal action” (Sbriglio 147). Paradoxically, Le Corbusier was interested in the potential of architecture and urban planning to facilitate health and well-being, as well as the effects that climate may play in this. Early twentieth century medical thought advocated heliotherary (therapeutic exposure to sunlight) for a diverse range of medical conditions, ranging from rickets to tuberculosis. Similarly the health benefits of climate, such as the dryness of mountain air, had been recognised for much longer, and had led to burgeoning industries associated with health, travel and climate. The dangers of damp environments had also long been medically recognised. Le Corbusier’s awareness of the health benefits of sunshine led to the inclusion of a solarium in the villa that afforded both framed and unframed views of the surrounding countryside, such as those that were advocated in the seventeenth century as an antidote to melancholy (Burton 65-66). Both Benton and Sbriglio present Mme Savoye’s complaints as part of their comprehensive histories of an important and influential work of Modern Architecture. Each reproduce excerpts from archival letters that are not widely translated or accessible, and Benton’s 1984 essay is the source other authors generally cite in discussing these matters. In contrast, for example, Murphy’s 2002 account of the villa’s conversion from “house” to “historical monument” cites the same letters (via Benton) as part of a broader argument that highlights the “undomestic” or “unhomely” nature of the work by cataloguing such accounts of the client’s experience of discomfort while residing in the space – thus revisiting a number of common criticisms of Modern Architecture. Le Corbusier’s reputation for designing buildings that responded poorly to climate is often referenced in popular accounts of his work. For example, a 1935 article published in Time states: Though the great expanses of glass that he favors may occasionally turn his rooms into hothouses, his flat roofs may leak and his plans may be wasteful of space, it was Architect Le Corbusier who in 1923 put the entire philosophy of modern architecture into a single sentence: “A house is a machine to live in.” Reference to these issues are usually made rather minimally in academic accounts of his work, and few would agree with this article’s assertion that Le Corbusier’s influence as a phrasemaker would rival the impact of his architecture. In contrast, such issues, in relation to other architects, are often invoked more rhetorically as part of a variety of historical agendas, particularly in constructing feminist histories of architecture. While Corbusier and his work have often been the source of intellectual contention from feminist scholars—for example in regard to authorial disputes and fractious relationships with the likes of Eileen Gray or Charlotte Perriand – discussion of the functional failures in the Villa Savoye are rarely addressed from this perspective. Rather, feminist scholars have focussed their attention on a number of other projects, most notably the case of the Farnsworth House, another canonical work of Modernism. Dear Herr Mies van der Rohe … Mies van der Rohe’s Farnsworth House, completed in 1951 in Plano Illinois, was commissioned as a country weekend residence by an unmarried female doctor, a brief credited with freeing the architect from many of the usual pragmatic requirements of a permanent city residence. In response Mies designed a rectilinear steel and glass pavilion, which hovered (to avoid the flood levels) above the landscape, sheltered by maple trees, in close proximity to the Fox River. The refined architectural detail, elegant formal properties, and poetic relationship with the surrounding landscape – whether in its autumnal splendour or covered in a thick blanket of snow – captivated architects seeing it become, like the Villa Savoye, one of the most revered architectural works of the twentieth century. Prior to construction a model was exhibited in the Museum of Modern Art in New York and, upon completion the building became a pilgrimage site for architects and admirers. The exhibition of the design later fuelled debate about whether Dr Farnsworth constituted a patron or a client (Friedman 134); a distinction generating very different expectations for the responsibilities of the architect, particularly regarding the production of a habitable home that met the client’s brief versus producing a design of architectural merit. The house was intended as a frame for viewing and contemplating nature, thus seeing nature and climate aligned with the transcendental qualities of the design. Following a visit during construction, Farnsworth described the building’s relationship to the elements, writing: “the two horizontal planes of the unfinished building, floating over the meadows, were unearthly beautiful under a sun which glowed like a wild rose” (5). Similarly, in 1951, Arthur Drexler described the building as “a quantity of air caught between a floor and a roof” (Vandenberg 6). Seven years later the architect himself asserted that nature “gained a more profound significance” when viewed from within the house (Friedman 139). While the transparency of the house was “forgiven” by its isolated location and the lack of visibility from neighbouring properties, the issues a glass and steel box might pose for the thermal comfort of its occupant are not difficult to imagine. Following the house’s completion, Farnsworth fitted windows with insect screens and blinds (although Mies intended for curtains to be installed) that clumsily undermined the refined and minimalistic architectural details. Controversy surrounding the house was, in part, the result of its bold new architectural language. However, it was also due to the architect-client relationship, which turned acrimonious in a very public manner. A dispute between Mies and Farnsworth regarding unpaid fees was fought both in the courtroom and the media, becoming a forum for broader debate as various journals (for example, House Beautiful), publicly took sides. The professional female client versus the male architect and the framing of their dispute by historians and the media has seen this project become a seminal case-study in feminist architectural histories, such as Friedman’s Women and the Making of the Modern House of 1998. Beyond the conflict and speculation about the individuals involved, at the core of these discussions were the inadequacies of the project in relation to comfort and climate. For example, Farnsworth describes in her journal finding the house awash with several inches of water, leading to a court session being convened on the rooftop in order to properly ascertain the defects (14). Written retrospectively, after their relationship soured, Farnsworth’s journal delights in recounting any errors or misjudgements made by Mies during construction. For example, she described testing the fireplace to find “the house was sealed so hermetically that the attempt of a flame to go up the chimney caused an interior negative pressure” (2). Further, her growing disenchantment was reflected in bleak descriptions aligning the building with the weather. Describing her first night camping in her home, she wrote: “the expanses of the glass walls and the sills were covered with ice. The silent meadows outside white with old and hardened snow reflected the bleak [light] bulb within, as if the glass house itself were an unshaded bulb of uncalculated watts lighting the winter plains” (9). In an April 1953 article in House Beautiful, Elizabeth Gordon publicly sided with Farnsworth as part of a broader campaign against the International Style. She condemned the home, and its ‘type’ as “unlivable”, writing: “You burn up in the summer and freeze in the winter, because nothing must interfere with the ‘pure’ form of their rectangles” (250). Gordon included the lack of “overhanging roofs to shade you from the sun” among a catalogue of “human qualities” she believed architects sacrificed for the expression of composition—a list that also included possessions, children, pets and adequate kitchen facilities (250). In 1998 excerpts from this article were reproduced by Friedman, in her seminal work of feminist architectural history, and were central in her discussion of the way that debates surrounding this house were framed through notions of gender. Responding to this conflict, and its media coverage, in 1960 Peter Blake wrote: All great houses by great architects tend to be somewhat impractical; many of Corbu’s and Wright’s house clients find that they are living in too expensive and too inefficient buildings. Yet many of these clients would never exchange their houses for the most workable piece of mediocrity. (88) Far from complaining about the weather, the writings of its second owner, Peter Palumbo, poetically meditate the building’s relationship to the seasons and the elements. In his foreword to a 2003 monograph, he wrote: life inside the house is very much a balance with nature, and an extension of nature. A change in the season or an alteration of the landscape creates a marked change in the mood inside the house. With an electric storm of Wagnerian proportions illuminating the night sky and shaking the foundations of the house to their very core, it is possible to remain quite dry! When, with the melting snows of spring, the Fox River becomes a roaring torrent that bursts its banks, the house assumes a character of a house-boat, the water level sometimes rising perilously close to the front door. On such occasions, the approach to the house is by canoe, which is tied to the steps of the upper terrace. (Vandenberg 5) Palumbo purchased the house from Farnsworth and commissioned Mies’s grandson to restore it to its original condition, removing the blinds and insect screens, and installing an air-conditioning system. The critical positioning of Palumbo has been quite different from that of Farnsworth. His restoration and writings on the project have in some ways seen him positioned as the “real” architectural patron. Furthermore, his willingness to tolerate some discomfort in his inhabitation has seen him in some ways prefigure the type of resident that will be next be discussed in reference to recent owners of Wright properties. Dear Mr Wright … Accounts of weatherproofing problems in buildings designed by Frank Lloyd Wright have become the basis of mythology in the architectural discipline. For example, in 1936 Herbert Johnson and J. Vernon Steinle visited Wright’s Richard Lloyd Jones house in Oklahoma. As Jonathan Lipman wrote, “Steinle’s most prominent recollection of the house was that there were scores of tubs and canning jars in the house catching water leaking through the roof” (45). While Lipman notes the irony that both the house and office Wright designed for Johnson would suffer the same problem, it is the anecdotal accounts of the former that have perhaps attracted the most interest. An oft-recounted story tells of Johnson telephoning Wright, during a dinner party, with regard to water dripping from the ceiling into his guest-of-honour’s soup; the complaint was reportedly rebuffed unsympathetically by Wright who suggested the lady should move her chair (Farr 272). Wright himself addressed his reputation for designing buildings that leaked in his Autobiography. In reference to La Miniatura in Pasadena, of 1923, he contextualised difficulties with the local climate, which he suggested was prone to causing leaks, writing: “The sun bakes the roof for eleven months, two weeks and five days, shrinking it to a shrivel. Then giving the roof no warning whatever to get back to normal if it could, the clouds burst. Unsuspecting roof surfaces are deluged by a three inch downpour.” He continued, stating: I knew all this. And I know there are more leaking roofs in Southern California than in all the rest of the world put together. I knew that the citizens come to look upon water thus in a singularly ungrateful mood. I knew that water is all that enables them to have their being there, but let any of it through on them from above, unexpectedly, in their houses and they go mad. It is a kind of phobia. I knew all this and I have taken seriously precautions in the details of this little house to avoid such scenes as a result of negligible roofs. This is the truth. (250) Wright was quick to attribute blame—directed squarely at the builder. Never one for quiet diplomacy, he complained that the “builder had lied to [him] about the flashing under and within the coping walls” (250) and he was ignorant of the incident because the client had not informed him of the leak. He suggested the client’s silence was undoubtedly due to her “not wishing to hurt [his] feelings”. Although given earlier statements it might be speculated that she did not wish to be accused of pandering to a phobia of leaks. Wright was dismissive of the client’s inconvenience, suggesting she would be able to continue as normal until the next rains the following year and claiming he “fixed the house” once he “found out about it” (250). Implicit in this justification was the idea that it was not unreasonable to expect the client to bear a few days of “discomfort” each year in tolerance of the local climate. In true Wright style, discussions of these problems in his autobiography were self-constructive concessions. While Wright refused to take responsibility for climate-related issues in La Minatura, he was more forthcoming in appreciating the triumphs of his Imperial Hotel in Japan—one of the only buildings in the vicinity to survive the 1923 earthquake. In a chapter of his autobiography titled “Building against Doomsday (Why the Great Earthquake did not destroy the Imperial Hotel),” Wright reproduced a telegram sent by Okura Impeho stating: “Hotel stands undamaged as monument of your genius hundreds of homeless provided perfectly maintained service. Congratulations” (222). Far from unconcerned by nature or climate, Wright’s works celebrated and often went to great effort to accommodate the poetic qualities of these. In reference to his own home, Taliesin, Wright wrote: I wanted a home where icicles by invitation might beautify the eaves. So there were no gutters. And when the snow piled deep on the roofs […] icicles came to hang staccato from the eaves. Prismatic crystal pendants sometimes six feet long, glittered between the landscape and the eyes inside. Taliesin in winter was a frosted palace roofed and walled with snow, hung with iridescent fringes. (173) This description was, in part, included as a demonstration of his “superior” understanding and appreciation of nature and its poetic possibilities; an understanding not always mirrored by his clients. Discussing the Lloyd Lewis House in Libertyville, Illinois of 1939, Wright described his endeavours to keep the house comfortable (and avoid flooding) in Spring, Autumn and Summer months which, he conceded, left the house more vulnerable to winter conditions. Utilising an underfloor heating system, which he argued created a more healthful natural climate rather than an “artificial condition,” he conceded this may feel inadequate upon first entering the space (495). Following the client’s complaints that this system and the fireplace were insufficient, particularly in comparison with the temperature levels he was accustomed to in his workplace (at The Daily News), Wright playfully wrote: I thought of various ways of keeping the writer warm, I thought of wiring him to an electric pad inside his vest, allowing lots of lead wire so he could get around. But he waved the idea aside with contempt. […] Then I suggested we appeal to Secretary Knox to turn down the heat at the daily news […] so he could become acclimated. (497) Due to the client’s disinclination to bear this discomfort or use any such alternate schemes, Wright reluctantly refit the house with double-glazing (at the clients expense). In such cases, discussion of leaks or thermal discomfort were not always negative, but were cited rhetorically implying that perfunctory building techniques were not yet advanced enough to meet the architect’s expectations, or that their creative abilities were suppressed by conservative or difficult clients. Thus discussions of building failures have often been invoked in the social construction of the “architect-genius.” Interestingly accounts of the permeability of Wright’s buildings are more often included in biographical rather that architectural writings. In recent years, these accounts of weatherproofing problems have transformed from accusing letters or statements implying failure to a “badge of honour” among occupants who endure discomfort for the sake of art. This changing perspective is usually more pronounced in second generation owners, like Peter Palumbo (who has also owned Corbusier and Wright designed homes), who are either more aware of the potential problems in owning such a house or are more tolerant given an understanding of the historical worth of these projects. This is nowhere more evident than in a profile published in the real estate section of the New York Times. Rather than concealing these issues to preserve the resale value of the property, weatherproofing problems are presented as an endearing quirk. The new owners of Wright’s Prefab No. 1 of 1959, on Staten Island declared they initially did not have enough pots to place under the fifty separate leaks in their home, but in December 2005 proudly boasted they were ‘down to only one leak’ (Bernstein, "Living"). Similarly, in 2003 the resident of a Long Island Wright-designed property, optimistically claimed that while his children often complained their bedrooms were uncomfortably cold, this encouraged the family to spend more time in the warmer communal spaces (Bernstein, "In a House"). This client, more than simply optimistic, (perhaps unwittingly) implies an awareness of the importance of “the hearth” in Wright’s architecture. In such cases complaints about the weather are re-framed. The leaking roof is no longer representative of gender or power relationships between the client and the uncompromising artistic genius. Rather, it actually empowers the inhabitant who rises above their circumstances for the sake of art, invoking a kind of artistic asceticism. While “enlightened” clients of famed architects may be willing to suffer the effects of climate in the interiors of their homes, their neighbours are less tolerant as suggested in a more recent example. Complaints about the alteration of the micro-climate surrounding Frank Gehry’s Walt Disney Concert Hall in Los Angeles prompted the sandblasting of part of the exterior cladding to reduce glare. In 2004, USA Today reported that reflections from the stainless steel cladding were responsible for raising the temperature in neighbouring buildings by more than 9° Celsius, forcing neighbours to close their blinds and operate their air-conditioners. There were also fears that the glare might inadvertently cause traffic problems. Further, one report found that average ground temperatures adjacent to the building peaked at approximately 58° Celsius (Schiler and Valmont). Unlike the Modernist examples, this more recent project has not yet been framed in aid of a critical agenda, and has seemingly been reported simply for being “newsworthy.” Benign Conversation Discussion of the suitability of Modern Architecture in relation to climate has proven a perennial topic of conversation, invoked in the course of recurring debates and criticisms. The fascination with accounts of climate-related problems—particularly in discussing the work of the great Modernist Architects like Le Corbusier, Mies van der Rohe and Frank Lloyd Wright—is in part due to a certain Schadenfreude in debunking the esteem and authority of a canonical figure. This is particularly the case with one, such as Wright, who was characterised by significant self-confidence and an acerbic wit often applied at the expense of others. Yet these accounts have been invoked as much in the construction of the figure of the architect as a creative genius as they have been in the deconstruction of this figure—as well as the historical construction of the client and the historians involved. In view of the growing awareness of the threats and realities of climate change, complaints about the weather are destined to adopt a new significance and be invoked in support of a different range of agendas. While it may be somewhat anachronistic to interpret the designs of Frank Lloyd Wright or Mies van der Rohe in terms of current discussions about sustainability in architecture, these topics are often broached when restoring, renovating or adapting the designs of such architects for new or contemporary usage. In contrast, the climatic problems caused by Gehry’s concert hall are destined to be framed according to a different set of values—such as the relationship of his work to the time, or perhaps in relation to contemporary technology. While discussion of the weather is, in the conversational arts, credited as benign topic, this is rarely the case in architectural history. References Benton, Tim. The Villas of Le Corbusier 1920-1930. New Haven: Yale UP, 1987. ———. “Villa Savoye and the Architects’ Practice (1984).” Le Corbusier: The Garland Essays. Ed. H. Allen Brooks. New York: Garland, 1987. 83-105. Bernstein, Fred A. “In a House That Wright Built.” New York Times 21 Sept. 2003. 3 Aug. 2009 < http://www.nytimes.com/2003/09/21/nyregion/in-a-house-that-wright-built.html >. ———. “Living with Frank Lloyd Wright.” New York Times 18 Dec. 2005. 30 July 2009 < http://www.nytimes.com/2005/12/18/realestate/18habi.html >. Blake, Peter. Mies van der Rohe: Architecture and Structure. Harmondsworth: Penguin, 1963 (1960). Burton, Robert. The Anatomy of Melancholy, vol. II. Eds. Nicolas K. Kiessling, Thomas C. Faulkner and Rhonda L. Blair. Oxford: Clarendon, 1995 (1610). Campbell, Margaret. “What Tuberculosis Did for Modernism: The Influence of a Curative Environment on Modernist Design and Architecture.” Medical History 49 (2005): 463–488. “Corbusierismus”. Art. Time 4 Nov. 1935. 18 Aug. 2009 < http://www.time.com/time/magazine/article/0,9171,755279,00.html >. De Botton, Alain. The Architecture of Happiness. London: Penguin, 2006. Farnsworth, Edith. ‘Chapter 13’, Memoirs. Unpublished journals in three notebooks, Farnsworth Collection, Newberry Library, Chicago, unpaginated (17pp). 29 Jan. 2009 < http://www.farnsworthhouse.org/pdf/edith_journal.pdf >. Farr, Finis. Frank Lloyd Wright: A Biography. New York: Charles Scribner’s Sons, 1961. Friedman, Alice T. Women and the Making of the Modern House: A Social and Architectural History. New York: Harry N. Abrams, 1998. Gordon, Elizabeth. “The Threat to the Next America.” House Beautiful 95.4 (1953): 126-30, 250-51. Excerpts reproduced in Friedman. Women and the Making of the Modern House. 140-141. Hardarson, Ævar. “All Good Architecture Leaks—Witticism or Word of Wisdom?” Proceedings of the CIB Joint Symposium 13-16 June 2005, Helsinki < http://www.metamorfose.ntnu.no/Artikler/Hardarson_all_good_architecture_leaks.pdf >. Huck, Peter. “Gehry’s Hall Feels Heat.” The Age 1 March 2004. 22 Aug. 2009 < http://www.theage.com.au/articles/2004/02 /27/1077676955090.html >. Lipman, Jonathan. Frank Lloyd Wright and the Johnson Wax Buildings. Introduction by Kenneth Frampton. London: Architectural Press, 1984. Murphy, Kevin D. “The Villa Savoye and the Modernist Historic Monument.” Journal of the Society of Architectural Historians 61.1 (2002): 68-89. “New L.A. Concert Hall Raises Temperatures of Neighbours.” USA Today 24 Feb. 2004. 24 Aug. 2009 < http://www.usatoday.com/news/nation/2004-02-24-concert-hall_x.htm >. Owens, Mitchell. “A Wright House, Not a Shrine.” New York Times 25 July 1996. 30 July 2009 . Sbriglio, Jacques. Le Corbusier: La Villa Savoye, The Villa Savoye. Paris: Fondation Le Corbusier; Basel: Birkhäuser, 1999. Schiler, Marc, and Elizabeth Valmont. “Microclimatic Impact: Glare around the Walt Disney Concert Hall.” 2005. 24 Aug. 2009 < http://www.sbse.org/awards/docs/2005/1187.pdf >. Vandenberg, Maritz. Farnsworth House. Ludwig Mies van der Rohe. Foreword by Lord Peter Palumbo. London: Phaidon Press, 2003. Wright, Frank Lloyd. An Autobiography. New York: Duell, Sloan and Pearce, 1943.

Abstract:

Introduction This article aims to explore some of the ideological discourses that reinforce marriage as a central social and cultural institution in US-American society. Andrew Cherlin argues that despite social secularisation, rising divorce rates and the emergence of other, alternative forms of love and living, marriage “remains the most highly valued form of family life in American culture, the most prestigious way to live your life” (9). Indeed, marriage in the US has become an ideological and political battlefield, with charged debates about who is entitled to this form of state-sanctioned relationship, with the government spending large sums of money to promote the value of marriage and the highest number of people projected to get married (nearly 90 per cent of all people) compared to other Western nations (Cherlin 4). I argue here that the idea of marriage as the ideal form for an intimate relationship permeates US-American culture to an extent that we can speak of a marital hegemony. This hegemony is fuelled by and reflected in the saturation of American popular culture with celebratory depictions of the white wedding as public performance and symbolic manifestation of the values associated with marriage. These depictions contribute to the discursive production of weddings as “one of the major events that signal readiness and prepare heterosexuals for membership in marriage as an organizing practice for the institution of marriage” (Ingraham 4). From the representation of weddings as cinematic climax in a huge number of films, to TV shows such as The Bachelor, Bridezillas and Race to the Altar, to the advertisement industry and the bridal magazines that construct the figure of the bride as an ideal that every girl and woman should aspire to, popular discourses promote the desirability of marriage in a wide range of media spheres. These representations, which I call bridal fictions, do not only shape and regulate the production of gendered, raced, classed and sexual identities in the media in fundamental ways. They also promote the idea that marriage is the only adequate framework for an intimate relationship and for the constitution of an acceptable gendered identity, meanwhile reproducing heterosexuality as norm and monogamy as societal duty. Thus I argue that we can understand contemporary bridal fictions as a symbolic legitimation of marital hegemony that perpetuates the idea that “lifelong marriage is a moral imperative” (Coontz 292). Marital Hegemony By drawing on Gramsci’s term and argument of cultural hegemony, I propose that public, political, religious and popular discourses work together in intersecting, overlapping, ideologically motivated and often even contradictory ways to produce what can be conceptualised as marital hegemony. Gramsci understands the relationship between state coercion and legitimation as crucial to an understanding of constituted consensus and co-operation. By legitimation Gramsci refers to processes through which social elites constitute their leadership through the universalizing of their own class-based self-interests. These self-interests are adopted by the greater majority of people, who apprehend them as natural or universal standards of value (common sense). This ‘hegemony’ neutralizes dissent, instilling the values, beliefs and cultural meanings into the generalized social structures. (Lewis 76-77)Marital hegemony also consists of those two mechanisms, coercion and legitimation. Coercion by the social elites, in this case by the state, is conducted through intervening in the private life of citizens in order to regulate and control their intimate relationships. Through the offering of financial benefits, medical insurance, tax cuts and various other privileges to married partners only (see Ingraham 175-76), the state withholds these benefits from all those that do not conform to this kind of state-sanctioned relationship. However, this must serve as the topic of another discussion, as this paper is more interested in the second aspect of hegemony, the symbolic legitimation. Symbolic legitimation works through the depiction of the white wedding as the occasion on which entering the institution of marriage is publicly celebrated and marital identity is socially validated. Bridal fictions work on a semiotic and symbolic level to display and perpetuate the idea of marriage as the most desirable and ultimately only legitimate form of intimate, heterosexual relationships. This is not to say that there is no resistance to this form of hegemony, as Foucault argues, eventually there is no “power without resistances” (142). However, as Engstrom contends, contemporary bridal fictions “reinforce and endorse the idea that romantic relationships should and must lead to marriage, which requires public display—the wedding” (3). Thus I argue that we can understand contemporary bridal fictions as one key symbolic factor in the production of marital hegemony. The ongoing centrality of marriage as an institution finds its reflection, as Otnes and Pleck argue, in the fact that the white wedding, in spite of all changes and processes of liberalisation in regard to gender, family and sexuality, “remains the most significant ritual in contemporary culture” (5). Accordingly, popular culture, reflective as well as constitutive of existing cultural paradigms, is saturated with what I have termed here bridal fictions. Bridal representations have been subject to rigorous academic investigation (c.f. Currie, Geller, Bambacas, Boden, Otnes and Pleck, Wallace and Howard). But, by using the term “bridal fictions”, I seek to underscore the fictional nature of these apparent “representations”, emphasising their role in producing pervasive utopias, rather than representing reality. This is not to say that bridal fictions are solely fictive. In fact, my argument here is that these bridal fictions do have discursive influence on contemporary wedding culture and practices. With my analysis of a bridal advertisement campaign later on in this paper, I aim to show exemplarily how bridal fictions work not only in perpetuating marriage, monogamy and heteronormativity as central organizing principles of intimate life. But moreover, how bridal fictions use this framework to promote certain kinds of white, heterosexual, upper-class identities that normatively inform our understanding of who is seen as entitled to this form of state-sanctioned relationship. Furthermore my aim is to highlight the role of postfeminist frames in sustaining marital hegemony. Second Wave feminism, seeing marriage as a form of “intimate colonization” (in Finlay and Clarke 416), has always been one of the few sources of critique in regard to this institution. In contrast, postfeminist accounts, now informing a significant amount of contemporary bridal fictions, evoke marriage as actively chosen, unproblematic and innately desired state of being for women. By constructing the liberated, self-determined figure of the postfeminist bride, contemporary bridal fictions naturalise and re-modernise marriage as framework for the constitution of modern feminine identity. An analysis of postfeminist bridal identities, as done in the following, is thus vital to my argument, because it highlights how postfeminist accounts deflect feminism’s critique of marriage as patriarchal, political and hegemonic institution and hence contribute to the perpetuation and production of marital hegemony. The Postfeminist Bride Postfeminism has emerged since the early 1990s as the dominant mode of constructing femininities in the media. Angela McRobbie understands postfeminism as “to refer to an active process by which feminist gains of the 1970s and 80s come to be undermined”, while simultaneously appearing to be “a well-informed and even well-intended response to feminism” (“Postfeminism” 255). Based on the assumption that women nowadays are no longer subjected to patriarchal power structures anymore, postfeminism actively takes feminism into account while, at the same time, “undoing” it (McRobbie “Postfeminism” 255). In contemporary postfeminist culture, feminism is “decisively aged and made to seem redundant”, which allows a conscious “dis-identification” and/or “forceful non-identity” with accounts of Second Wave feminism (McRobbie Aftermath 15). This demarcation from earlier forms of feminism is particularly evident with regard to marriage and wedding discourses. Second wave feminist critics such as Betty Friedan (1973) and Carole Pateman were critical of the influence of marriage on women’s psychological, financial and sexual freedom. This generation of feminists saw marriage as a manifestation of patriarchal power, which is based on women’s total emotional and erotic loyalty and subservience (Rich 1980), as well as on “men’s domination over women, and the right of men to enjoy equal sexual access to women” (Pateman 1988 2). In contrast, contemporary postfeminism enunciates now that “equality is achieved, in order to install a whole repertoire of new meanings which emphasise that it [feminism] is no longer needed, it is a spent force” (McRobbie “Postfeminism” 255). Instead of seeing marriage as institutionlised subjugation of women, the postfeminist generation of “educated women who have come of age in the 1990s feel that the women’s liberation movement has achieved its goals and that marriage is now an even playing field in which the two sexes operate as equal partners” (Geller 110). As McRobbie argues “feminism was anti-marriage and this can now to be shown to be great mistake” (Aftermath 20). Accordingly, postfeminist bridal fictions do not depict the bride as passive and waiting to be married, relying on conservative and patriarchal notions of hegemonic femininity, but as an active agent using the white wedding as occasion to act out choice, autonomy and power. Genz argues that a characteristic of postfemininities is that they re-negotiate femininity and feminism no longer as mutually exclusive and irreconcilable categories, but as constitutive of each other (Genz; Genz and Brabon). What I term the postfeminist bride embodies this shifted understanding of feminism and femininity. The postfeminist bride is a figure that is often celebrated in terms of individual freedom, professional success and self-determination, instead of resting on traditional notions of female domesticity and passivity. Rather than fulfilling clichés of the homemaker and traditional wife, the postfeminist bride is characterised by an emphasis on power, agency and pleasure. Characteristic of this figure, as with other postfemininities in popular culture, is a simultaneous appropriation and repudiation of feminist critique. Within postfeminist bridal culture, the performance of traditional femininity through the figure of the bride, or by identification with it, is framed in terms of individual choice, depicted as standing outside of the political and ideological struggles surrounding gender, equality, class, sexuality and race. In this way, as Engstrom argues, “bridal media’s popularity in the late 20th and early 21st centuries in the United States as indicative of a postfeminist cultural environment” (18). And although the contemporary white wedding still rests on patriarchal traditions that symbolise what the Second Wave called an “intimate colonization” (such as the bride’s vow of obedience; the giving away of the bride by one male chaperone, her father, to the next, the husband; her loss of name in marriage etc.), feminist awareness of the patriarchal dimensions of marriage and the ritual of the wedding is virtually absent from contemporary bridal culture. Instead, the patriarchal customs of the white wedding are now actively embraced by the women themselves in the name of tradition and choice. This reflects a prevailing characteristic of postfeminism, which is a trend towards the reclamation of conservative ideals of femininity, following the assumption that the goals of traditional feminist politics have been attained. This recuperation of traditional forms of femininity is one key characteristic of postfeminist bridal culture, as Engstrom argues: “bridal media collectively have become the epitomic example of women’s culture, a genre of popular culture that promotes, defends, and celebrates femininity” (21). Bridal fictions indeed produce traditional femininity by positioning the cultural, social and historical significance of the wedding as a necessary rite of passage for women and as the most important framework for the constitution of their (hetero)sexual, classed and gendered identities. Embodied in its ritual qualities, the white wedding symbolises the transition of women from single to belonging, from girlhood to womanhood and implicitly from childlessness to motherhood. However, instead of seeing this form of hegemonic femininity as a product of unequal, patriarchal power relations as Second Wave did, postfeminism celebrates traditional femininity in modernised versions. Embracing conservative feminine roles (e.g. that of the bride/wife) is now a matter of personal choice, individuality and freedom, characterised by awareness, knowingness and sometimes even irony (McRobbie “Postfeminism”). Nevertheless, the wedding is not only positioned as the pinnacle of a monogamous, heterosexual relationship, but also as the climax of a (female) life-story (“the happiest day of the life”). Combining feminist informed notions of power and choice, the postfeminist wedding is constructed as an event which supposedly enables women to act out those notions, while serving as a framework for gendered identity formation and self-realisation within the boundaries of an officialised and institutionalised relationship. “Modern” Brides I would like to exemplarily illustrate how postfeminism informs contemporary bridal fictions by analysing an advertising campaign of the US bridal magazine Modern Bride that paradigmatically and emblematically shows how postfeminist frames are used to construct the ‘modern’ bride. These advertisements feature American celebrities Guiliana Rancic (“host of E! News”), Daisy Fuentes (“host of Ultimate Style”) and Layla Ali, (“TV host and world champion”) stating why they qualify as a “modern bride”. Instead of drawing on notions of passive femininity, these advertisements have a distinct emphasis on power and agency. All advertisements include the women’s profession and other accomplishments. Rancic claims that she is a modern bride because: “I chased my career instead of guys.” These advertisements emphasise choice and empowerment, the key features of postfeminism, as Angela McRobbie (“Postfeminism”) and Rosalind Gill argue. Femininity, feminism and professionalism here are not framed as mutually exclusive, but are reconciled in the identity of the “modern” bride. Marriage and the white wedding are clearly bracketed in a liberal framework of individual choice, underpinned by a grammar of self-determination and individualism. Layla Ali states that she is a modern bride: “Because I refuse to let anything stand in the way of my happiness.” This not only communicates the message that happiness is intrinsically linked to marriage, but clearly resembles the figure that Sharon Boden terms the “super bride”, a role which allows women to be in control of every aspect of their wedding and “the heroic creator of her big day” while being part of a fairy-tale narrative in which they are the centre of attention (74). Agency and power are clearly visible in all of these ads. These brides are not passive victims of the male gaze, instead they are themselves gazing. In Rancic’s advertisement this is particularly evident, as she is looking directly at the viewer, where her husband, looking into another direction, remains rather face- and gazeless. This is in accord with bridal fictions in general, where husbands are often invisible, serving as bystanders or absent others, reinforcing the ideal that this is the special day of the bride and no one else. Furthermore, all of these advertisements remain within the limited visual repertoire that is common within bridal culture: young to middle-aged, heterosexual, able-bodied, conventionally attractive women. The featuring of the non-white bride Layla Ali is a rare occasion in contemporary bridal fictions. And although this can be seen as a welcomed exception, this advertisement remains eventually within the hegemonic and racial boundaries of contemporary bridal fictions. As Ingraham argues, ultimately “the white wedding in American culture is primarily a ritual by, for, and about the white middle to upper classes. Truly, the white wedding” (33). Furthermore, these advertisements illustrate another key feature of bridal culture, the “privileging of white middle- to upper-class heterosexual marriage over all other forms” (Ingraham 164). Semiotically, the discussed advertisements reflect the understanding of the white wedding as occasion to perform a certain classed identity: the luscious white dresses, the tuxedos, the jewellery and make up, etc. are all signifiers for a particular social standing. This is also emphasised by the mentioning of the prestigious jobs these brides hold, which presents a postfeminist twist on the otherwise common depictions of brides as practising hypergamy, meaning the marrying of a spouse of higher socio-economic status. But significantly, upward social mobility is usually presented as only acceptable for women, reinforcing the image of the husband as the provider. Another key feature of postfeminism, the centrality of heterosexual romance, becomes evident through Daisy Fuentes’ statement: “I’m a modern bride, because I believe that old-school values enhance a modern romance.” Having been liberated from the shackles of second wave feminism, which dismissed romance as “dope for dupes” (Greer in Pearce and Stacey 50), the postfeminist bride unapologetically embraces romance as central part of her life and relationship. Romance is here equated with traditionalism and “old school” values, thus reinforcing sexual exclusiveness, traditional gender roles and marriage as re-modernised, romantic norms. Angela McRobbie describes this “double entanglement” as a key feature of postfeminism that is comprised of “the co-existence of neo-conservative values in relation to gender, sexuality and family life […] with processes of liberalisation in regard to choice and diversity in domestic, sexual and kinship relations” (“Postfeminism” 255–56). These advertisements illustrate quite palpably that the postfeminist bride is a complex figure. It is simultaneously progressive and conservative, fulfilling ideals of conservative femininity while actively negotiating in the complex field of personal choice, individualism and social conventions; it oscillates between power and passivity, tradition and modern womanhood, between feminism and femininity. It is precisely this contradictory nature of the postfeminist bride that makes the figure so appealing, as it allows women to participate in the fantasy world of bridal utopias while still providing possibilities to construct themselves as active and powerful agents. Conclusion While we can generally welcome the reconfiguration of brides as powerful and self-determined, we have to remain critical of the postfeminist assumption of women as “autonomous agents no longer constrained by any inequalities or power imbalances whatsoever” (Gill 153). Where marriage is assumed to be an “even playing field” as Geller argues (110), feminism is no longer needed and traditional marital femininity can be, once again, performed without guilt. In these ways postfeminism deflects feminist criticism with regard to the political dimensions of marital femininity and thus contributes to the production of marital hegemony. But why is marital hegemony per se problematic? Firstly, by presenting marital identity as essential for the construction of gendered identity, bridal fictions leave little room for (female) self-definition outside of the single/married binary. As Ingraham argues, not only “are these categories presented as significant indices of social identity, they are offered as the only options, implying that the organization of identity in relation to marriage is universal and in no need of explanation” (17). Hence, by positioning marriage and singledom as opposite poles on the axis of proper femininity, bridal fictions stigmatise single women as selfish, narcissistic, hedonistic, immature and unable to attract a suitable husband (Taylor 20, 40). Secondly, within bridal fictions “weddings, marriage, romance, and heterosexuality become naturalized to the point where we consent to the belief that marriage is necessary to achieve a sense of well-being, belonging, passion, morality and love” (Ingraham 120). By presenting the white wedding as a publicly endorsed and visible entry to marriage, bridal fictions produce in fundamental ways normative notions about who is ‘fit’ for marriage and therefore capable of the associated cultural and social values of maturity, responsibility, ‘family values’ and so on. This is particularly critical, as postfeminist identities “are structured by, stark and continuing inequalities and exclusions that relate to ‘race’ and ethnicity, class, age, sexuality and disability as well as gender” (Gill 149). These postfeminist exclusions are very evident in contemporary bridal fictions that feature almost exclusively young to middle-aged, white, able-bodied couples with upper to middle class identities that conform to the heteronormative matrix, both physically and socially. By depicting weddings almost exclusively in this kind of raced, classed and gendered framework, bridal fictions associate the above mentioned values, that are seen as markers for responsible adulthood and citizenship, with those who comply with these norms. In these ways bridal fictions stigmatise those who are not able or do not want to get married, and, moreover, produce a visual regime that determines who is seen as entitled to this kind of socially validated identity. The fact that bridal fictions indeed play a major role in producing marital hegemony is further reflected in the increasing presence of same-sex white weddings in popular culture. These representations, despite their message of equality for everyone, usually replicate rather than re-negotiate the heteronormative terms of bridal culture. This can be regarded as evidence of bridal fiction’s scope and reach in naturalising marriage not only as the most ideal form of a heterosexual relationship, but increasingly as the ideal for any kind of intimate relationship. References Bambacas, Christyana. “Thinking about White Weddings.” Journal of Australian Studies 26.72 (2002): 191–200.The Bachelor, ABC, 2002–present. Boden, Sharon. Consumerism, Romance and the Wedding Experience. Houndsmills: Palgrave Macmillan, 2003. Bridezillas, We TV, 2004–present. Cherlin, Andrew. The-Marriage-Go-Round. The State of Marriage and the Family in America Today. New York: Vintage, 2010. Coontz, Stephanie. Marriage. A History. New York: Penguin, 2005. Currie, Dawn. “‘Here Comes the Bride’: The Making of a ‘Modern Traditional’ Wedding in Western Culture.” Journal of Comparative Family Studies 24.3 (1993): 403–21. Engstrom, Erika. The Bride Factory. Mass Portrayals of Women and Weddings. New York: Peter Lang, 2012. Fairchild Bridal Study (2005) 27 May 2012. ‹http://www.sellthebride.com/documents/americanweddingsurvey.pdf›. Finlay, Sara-Jane, and Victoria Clarke. “‘A Marriage of Inconvenience?’ Feminist Perspectives on Marriage.” Feminism & Psychology 13.4 (2003): 415–20. Foucault, M. (1980) “Body/Power and Truth/Power” in Gordon, C. (ed.) Michel Foucault: Power/Knowledge, Harvester, U.K. Friedan, Betty. The Feminine Mystique. Ringwood: Penguin Books, 1973. Geller, Jaqlyn. Here Comes the Bride. Women, Weddings, and the Marriage Mystique. New York: Four Walls Eight Windows, 2001. Genz, Stéphanie. Postfemininities in Popular Culture. New York: Palgrave, 2009. Genz, Stéphanie, and Benjamin Brabon. Postfeminsm. Cultural Texts and Theories. Edinburgh: Edinburgh University Press, 2009. Gill, Rosalind. “Postfeminist Media Culture. Elements of a Sensibility.” European Journal of Cultural Studies 10.2 (2007): 147–66. Gramsci, Antonio. Selections from the Prison Notebooks. London: Lawrence and Wishart, 1971. Howard, Vicki. Brides, Inc. American Weddings and the Business of Tradition. Philadelphia: U of Pen Press, 2006. Ingraham, Chrys. White Weddings. Romancing Heterosexuality in Popular Discourse. New York: Routledge, 1999. Lewis, Jeff. Cultural Studies. London: Sage, 2008. McRobbie, Angela. “Post-Feminism and Popular Culture.” Feminist Media Studies 4.3 (2004): 255– 64. McRobbie, A. (2009). The Aftermath of Feminism. Gender, Culture and Social Change. London: Sage. Modern Bride, Condé Nast. Otnes, Cele, and Elizabeth Pleck. Cinderella Dreams. The Allure of the Lavish Wedding. Berkeley: U of California P, 2003. Pateman, Carole. The Sexual Contract. Cambridge: Polity Press, 1988. Pearce, Lynn, and Jackie Stacey. Romance Revisited. London: Lawrence and Wishart, 1995. Race to the Altar, NBC, 2003. Rich, Adrienne. “Compulsory Heterosexuality and Lesbian Existence.” Signs Summer.5 (1980): 631–60. Taylor, Anthea. Single Women in Popular Culture. The Limits of Postfeminism. New York: Palgrave Macmillan, 2012. Wallace, Carol. All Dressed in White. The Irresistible Rise of the American Wedding. London: Penguin Books, 2004. Advertisements Analysed Guiliana Rancic. 29 Sept. 2012 ‹http://slackerchic.blogspot.de/2008/06/im-modern-bride-because-my-witness-was.html›. Daisy Fuentes. 29 Sept. 2012 ‹http://slackerchic.blogspot.de/2008/06/im-modern-bride-because-my-witness-was.html›. Layla Ali. 29 Sept. 2012 ‹http://slackerchic.blogspot.de/2008/06/im-modern-bride-because-my-witness-was.html›.

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 compulsion to work has clearly become pathological in modern industrial societies. Millions of people are working long hours, devoting their lives to making or doing things that will not enrich their lives or make them happier but will add to the garbage and pollution that the earth is finding difficult to accommodate. They are so busy doing this that they have little time to spend with their family and friends, to develop other aspects of themselves, to participate in their communities as full citizens. Unless the work/consume treadmill is overcome there is little hope for the planet. The work ethic, and the corresponding respect accorded to those who accumulate wealth, are socially constructed but rapidly becoming dysfunctional for social and environmental welfare. Much has been written about the role of Protestant preachers in the rise of the work ethic but the continued reinforcement of a secular work ethic owes much to literature, particularly self-help books and children's literature of the nineteenth century, which promoted work as a route to success and a sign of good character. In the centuries following the Protestant reformation the emphasis on work as a religious calling was gradually superseded by a materialistic quest for social mobility and material success. This success-oriented work ethic encouraged ambition, hard work, self-reliance, and self-discipline and held out the promise that such effort would be materially rewarded. Through example and reiteration, the myth that any man, no matter what his origins, could become rich if he tried hard enough became firmly established. The self-made man owed his advancement to habits of industry, sobriety, moderation, self-discipline, and avoidance of debt (Beder). In early America the middle classes "controlled the major institutions of social influence" the schools, churches, factories, political offices and publishing companies and used them to propagate work values (Cherrington 32-3). Their children learned the value of hard work from their parents and this was reinforced by school teachers, classroom readers and popular books. Benjamin Franklin was one of the best-known early propagators of work values. Poor Richard and Franklin's autobiography sold millions of copies at the time and was translated into many languages for sale abroad. In his books he urged thrift, industry, pursuit of money and hard work. "Newspapers, books, interviews, speeches, and literature abounded with praise of the successful who had made it on their own" (Bernstein 141). Success was defined in terms of doing well in business and making lots of money. Owning one's own business was supposed to be a route to success that was open to all, as Abraham Lincoln explained in an 1861 speech to Congress: "The prudent, penniless beginner in the world, labors for wages awhile, saves a surplus with which to buy tools or land for himself, then labors on his own account for awhile, and at length hires another new beginner to help him. This is a just, and generous, and prosperous system; which opens the way to all gives hope to all, and consequent energy and progress, and improvement of conditions to all." (qtd. in Chinoy 4) The earliest textbooks published in America promoted work values as part of good character and the formula to success. These included the Peter Parley books first published by Samuel Goodrich during the 1820s and 30s (Peter Parley was a pseudonym). Goodrich wrote some 150 children's books beginning with Tales of Peter Parley about America. The Parley books covered geography, history, commerce and even mathematics. McGuffey's Eclectic Readers were the standard English textbooks in American schools from 1830s through to 1920s. They were first published in 1836 and became perhaps the most widely read children's books in the 19th century with 122 million copies of the six readers sold to an estimated four fifths of US school children (Cherrington 36). American children learned to read and write using these books, which also taught middle-class values including the work ethic and success through hard work: "Work, work, my boy, be not afraid; Look labor boldly in the face" (qtd. in Bernstein 161). They are again being promoted today by conservative groups in the US (see for example http://www.liberty-tree.org/ltn/mcguffeys-reader.html and http://www.aobs-store.com/reviews/mcguffey.htm). American story books also taught work values. Horatio Alger (1832-99) was one of the most prolific American writers. He wrote some 130 books that taught work values to young boys. Twenty million copies of Alger's books were sold with titles such as Strive and Succeed, Ragged Dick, Mark the Matchboy, Risen from the Ranks, Bound to Rise. They typically told of poor boys who became self-made men through their own efforts and perseverance. In the twentieth century children continued to learn at school about how various successful businessmen had started from humble origins. From the 1940s the American Schools and Colleges Association presented an annual "Horatio Alger Award" to businessmen whose "rise to success symbolizes the tradition of starting from scratch under our system of free competitive enterprise" (Chinoy 1) and there are still a range of Alger associations and awards current today (see for example http://www.ihot.com/~has/ and http://www.horatioalger.com/). Self-help books supplemented fiction in showing the way to success. Books at the turn of the 20th century with names such as The Conquest of Poverty, Pushing to the Front, Success under Difficulty, all preached the message of how any motivated, hard-working individual could overcome life's obstacles. Work as a route to success was also promoted in Britain in books, newspapers and official reports. Workers were urged to work hard towards success, to be independent and raise themselves above their lowly stations in life through saving, striving, and industriousness. Nineteenth century organisations such as the Bettering Society promoted thrift and self-improvement and criticised measures to aid the poor (Roach 69). Samuel Smiles was one of the foremost advocates of "the spirit of self-help". His 1859 book Self-Help argued: "In many walks of life drudgery and toil must be cheerfully endured as the necessary discipline of life... He who allows his application to falter, or shirks his work on frivolous pretexts, is on the sure road to ultimate failure... even men with the commonest brains and the most slender powers will accomplish much..." (qtd. in Ward 22-3) The myth of the self-made man was also evident in popular music hall songs in the 19th century, such as Work Boys Work by Harry Clifton (1824-1872): ...labour leads to wealth and will keep you in good health, so its best to be contented with your lot. Whilst it was true that some of the early English manufacturers started off as workers themselves, they tended to come from the middle classes and as time went by the opportunity for working people to become capitalists were reduced as the income gap between capitalists and workers broadened. In fact the much publicised gospel of improvement and self-help served only to obscure the very limited prospects and achievements of the self-made men within early and later Victorian society, and investigations of the steel and hosiery industries, for instance, have shown how little recruitment occurred from the ranks of the workers to those of the entrepreneurs. (Thomis 86) However, there were enough oft-repeated stories of individuals moving from poverty to wealth to keep alive, at least in the minds of the well-to-do, the idea that hard work could lead from rags-to-riches, despite this not being the case for the vast majority of people who were born in poverty and died in poverty after a life time of hard work (Furnham 198). In this way the affluent were able to feel comfortable about poverty in their midst, blaming it on individual weakness rather than societal failings. In Britain, as in America, the myth of the self-made man persisted in children's literature into the twentieth century. Academic Philip Cohen noted: When I was growing up in the early 1950s it was still possible to get given 'improving books' for one's birthday, consisting of biographies of self-made men, engineers, inventors, industrialists, entrepreneurs, philanthropists and the like. These men, and they were all men, had usually lived in the 'heroic' age of nineteenth-century capitalism and the books themselves were clearly prepared for the edification of the young. (Cohen 61) The contemporary reception by audiences of the texts discussed in this article is unknown. In particular, the degree to which children were able to resist the none too subtle moral lessons contained in their texts and stories is a question requiring empirical research that has yet to be carried out. However, it is evident that the promotion of the work ethic has been a successful enterprise and this article has shown that 19thcentury books played an active part in that. Although not everyone subscribes to the work ethic today, the myth of the self-made man remains a myth in most English speaking countries, even though the disparities between rich and poor are widening and it is becoming more and more difficult for the poor to become rich through talent, effort and opportunities. Despite the dysfunctionality of the work ethic it continues to be promoted and praised, accepted and acquiesced to. It is one of the least challenged aspects of industrial culture. Yet it is based on myths and fallacies which provide legitimacy for gross social inequalities. If we are to protect the planet and our social health we need to find new ways of judging and valuing each other which are not work and income dependent. References Beder, Sharon. Selling the Work Ethic: From puritan pulpit to corporate PR. London: Zed Books, 2000. Bernstein, Paul. American Work Values: Their Origin and Development. Albany, NY: State U of New York P, 1997. Cherrington, David J. The Work Ethic: Working Values and Values that Work. New York: AMACON, 1980. Chinoy, Ely. Automobile Workers and the American Dream. 2nd ed. Urbana and Chicago: U of Illinois P, 1992. Cohen, Philip. "Teaching Enterprise Culture: Individualism, Vocationalism and the New Right." The Social Effects of Free Market Policies: An International Text. Ed. Ian Taylor. New York: Harvester Wheatsheaf, 1990. 49-91. Furnham, Adrian. The Protestant Work Ethic: The Psychology of Work-Related Beliefs and Behaviours. London: Routledge, 1990. Roach, John. Social Reform in England 1780-1880. London: B T. Batsford, 1978. Thomis, Malcolm I. The Town Labourer and the Industrial Revolution. London: B.T.Batsford, 1974. Ward, J. T. The Age of Change 1770-1870. London: A&C Black, 1975. Links http://www.horatioalger.com/ http://www.aobs-store.com/reviews/mcguffey.htm http://www.ihot.com/~has/ http://www.liberty-tree.org/ltn/mcguffeys-reader.html Citation reference for this article MLA Style Beder, Sharon. "The Promotion of a Secular Work Ethic" M/C: A Journal of Media and Culture 4.5 (2001). [your date of access] < http://www.media-culture.org.au/0111/Beder.xml >. Chicago Style Beder, Sharon, "The Promotion of a Secular Work Ethic" M/C: A Journal of Media and Culture 4, no. 5 (2001), < http://www.media-culture.org.au/0111/Beder.xml > ([your date of access]). APA Style Beder, Sharon. (2001) The Promotion of a Secular Work Ethic. M/C: A Journal of Media and Culture 4(5). < http://www.media-culture.org.au/0111/Beder.xml > ([your date of access]).

Abstract:

Among the sub-genres of science fiction, one of the most traditional and most machine-laden is space opera. The name is dismissive and was coined in parallel with the now little recognised 'horse opera' (for westerns) in the wake of the success of the term 'soap opera' (for romantic serials). Space operas were adventure sagas across the galaxies with space ships carrying intrepid crews on voyages of discovery, into glorious battles and terrifying encounters with aliens. The 'opera' part presumably refers to their seriality and overstated melodrama. At various times during the last fifty years space opera has seemed as doomed as the horse type, but sufficient examples were published to keep the sub-genre puttering along until new authors could invigorate it. This has now happened and I want in this brief note to see the change, through looking at one current writer's series to see what has been done, how it has been received and how observing the role of a particular novum (Darko Suvin's term for the imaginative invention that characterises sf) -- a machine in this case, of course -- illuminates what has happened. Because this begins with a consideration of sf history, I want to start with one of the key distinctions that has long operated in both popular and academic analysis of science fiction (though admittedly it has more currency now in the popular); that between hard and soft sf. Unsurprisingly, given how loaded those terms are, it is a gendered distinction. Hard sf is the boys' playground; technologically driven, its allegiances are to physics and engineering. From nano-widgets to space ships as big as planets, it loves machines. The boysiness of hard sf was sedimented in popular sf through the generic hegemony achieved by Hugo Gernsback in his US pulp magazine empire starting with Astounding in 1926. Space opera was the quintessential type of hard sf in the early years, though it came to be challenged if not displaced by colonisation narratives that concentrated on engineering. Soft sf, of necessity the girly stuff, has the squishy bits -- biology certainly, but also the social sciences. Both New Wave and feminist sf, the innovative sub-genres of sf in the 60s and 70s, used soft rather than hard tropes in their subsequently incorporated revisions of the genre. In the 80s, cyberpunk presented itself as the hard stuff, but this was pretty disingenuous (all that voodoo, those drugs, the excursions into various social sciences), not to mention, as Samuel Delany among others has pointed out, the way this could only be managed by denying its feminist foremothers. These days, the traces of space opera's pulp-laden past are there to be read in the way that the more serious American writers like Kim Stanley Robinson prefer sober space colonisation narratives while the truly innovative work (as well as the quality writing) is done outside the US, by a Scot -- Iain M. Banks. In addition to Banks's wondrous novels of the Culture, the revivified field includes more traditional series like Lois McMaster Bujold's Vorkosigan saga, David Weber's Honor Harrington sequence and Colin Greenland's tracing of the career of Tabitha Jute. It would not be possible to examine how Banks has remapped the field in a note such as this, but dealing with some of the more traditional examples can provide an interesting case study in the hardness of the sub-genre, as well as pointing to wider movements in the sf world. It is the latter that is evident in the way in which the male writers produce female lead and the female the male (by and large, Bujold does occasional female leads). Not that Weber makes any attempt to make Honor credible as a female, she's laughably improbable and only needs to be placed near Greenland's Tabitha Jute for the disparity to become evident. (I'm using this comparison not just for its power but also because it stops the suggestion that male writers can't produce decent female action heroes.) For the more detailled part of this I want to concentrate on Bujold's series in part to mull over why it might be that her books are dismissed as too soft and 'girly' to be good space opera. There is something of a problem in that I find the whole hard:soft distinction more than a bit juvenile and value it primarily for its power in understanding sf history. The moves to broaden the field beyond what it was so artificially limited to in early to mid-twentieth century America seem to me to be a move to a more integrated adulthood rather than the imposition of a line of squishy feminine referents to be denied or repelled. I don't see 'softness' as a negative quality (nor 'hardness' for that matter), but I am interested in why and how a space opera series with space ships, space weaponry, gadgets galore and large quantities of prime quality derring-do should be deemed soft. Bujold has written a long series of space operas set in an Earth-colonised far-future that centre on the deformed figure of Lord Miles Vorkosigan. A few other fictions are set in the same universe and link in various ways to the core texts. Not all are set on spaceships though the majority require their presence as significant features of the plot while others rely on such standards of space narrative as space stations, terra-forming and the hardware of space warfare. To dismiss Bujold's world as one where the hardness of space opera technology is subsumed in girliness, it is necessary to overlook not just great passages of certain texts, but to dismiss whole novels. The Vor Game for instance follows a long sequence at an arctic weather station which culminates in the necessary destruction of outdated toxic weaponry with an escapade across great reaches of space in a whole range of ships displaying, selling and eventually using all manner of wonderful weaponry climaxing in a battle for control of a wormhole nexus. The only woman of any narrative prominence is a evil mercenary leader ("face of an angel, mind of a rabid mongoose"). One would think that it all sounds rather a sitter as a hard piece of space opera fare written for a readership of boys of all ages. My description though so far fails to convey where it is that Bujold has updated the sub-genre. It could be that the problem lies in the same place as the updating -- in the nuancing of the character of the hero Miles Vorkosigan and the continuing delineation of the interweaving of his double life as mercenary Admiral and loyal Imperial lieutenant. Traditionally the space opera hero comes into the world if not fully formed, then at least ready for a coming-of-age tale. Bujold shows us the formation of the hero, ensuring that he remains located within his extended family. It could be that complaints come from those who would prefer their heroes not to have mothers. But then again it could be about the humour. Bujold doesn't see earnestness as desirable and writes a fantastical adventure romp. It seems to me that this is one core difference between her and fellow Baen writer David Weber. There is no predicting what a descriptive passage about technology will lead to in Bujold; it could be a novel way to win hand to hand combat or a comic sequence making a moral point about abuse of power. For Weber, a sequence of space ships and weaponry is sufficient in itself, being an opportunity to talk of model numbers and ballistic capabilities with all the narrative brio of Tom Clancy (i.e. none), but at least Clancy is usually talking about something that has an existence in the real world. When both the machine and the science it operates by are more than speculative, labouring the trainspotters'-guide-to-hyperspace-technology talk can only delight anoraks. Machines are ends in themselves for Weber, means to a narrative or characterological point in Bujold. As well as why the machine is mentioned, there is also the question of what kind of machines are favoured. Maybe over the whole sequence, Bujold pays more attention to biologically-based technologies; when she focusses on engineering it is more often as a means to a biological end (usually terraforming), though in Falling Free, the least closely linked of the novels, the biology which enables the creation of the 'quads' -- freefall workers with four arms rather than arms and legs -- is in the service of engineering advantage. The passion in her work, and despite the humour and invention, there is considerable ideologically driven passion, is reserved for her biologically based beliefs -- that physical difference should be no barrier to achievement. As is common in sf, race is incidental and not part of the argument (it is rare for any but black writers of sf to see race as a meaningful issue for the future), but sex and ability are primary. Thus Miles, whose bones were damaged while a foetus and who is short and hunched, Bel Thorne, the hermaphrodite, Taura, the genetically engineered 'perfect soldier' eight foot tall with claws and fangs, Mark, Miles's clone brother and many others who appear less frequently carry the story of difference that must not be allowed to make a difference. Where gender is concerned, the popular spread of feminism means that forceful statements of position are read as political, not as some more woolly bit of being 'nice to the afflicted'. Bujold's feminism may be old-fashioned liberal rather than radical or post-modern, but it doesn't operate by parachuting women in to narratively significant positions of power. You buy the book and you get the argument and with Cordelia, Miles's mother, inscribed as the figure of rationality, the bases are loaded. The machine around which the discourse of liberation is organised, Bujold's novum and the machine which is the focus of complaint, is the uterine replicator -- an artificial womb. In the Bujold universe this is the ultimate good machine. It was a replicator that enabled Miles to survive after teratogenic damage in utero; his first love and his mother both issued from them; and it seems like the key test of a man is his willingness or otherwise to have his wife reproduce in vitro. I suppose I can see why this offends those wedded to old-fashioned hard space opera. Traditionally, the machines that tell the men from the girls/boys/lesser beings are the ships and their weaponry, but here the machines that count replicate the uterus (ultimate squishiness) and so, far from delivering death, deliver babies. Furthermore, their entry into the narrative is almost always the cue for a disquisition on the inequities of the patriarchal society within which Bujold sets almost all her action. InMirror Dance Miles's clone brother Mark finally meets the senior Vorkosigans. He is taken to a court ball by his 'mother' who explains the dynamics of the evening in terms of the political agenda of the old men and the genetic one of the old women. The men imagine theirs is the only one but that's just an ego-serving self-delusion. ... The old men in government councils spend their lives arguing against or scheming to fund this or that piece of off-planet military hardware. Meanwhile the uterine replicator is creeping in past their guard. (296) In the most recent book,Komarr, the main female character is an abused wife with a young son and the fact that her husband required her to bear the child herself is presented as just one of the many abuses he subjects her to. When you read the various passages which discuss the uterine replicators across the books, it can be surprising to discover the insistence with which barbarity and male oppression are figured in the refusal to countenance the machine and good men are revealed by their regarding it as a valuable device. It seems almost to verge on the excessive (but then this is not how such ephemeral texts as popular space opera are read, and if one put together a collection of the passages of 'best bits of weapons admiration' that would look a bit strange too). One could, if so minded, easily dismiss the Vorkosigan adventures as a bit girly on the basis of their enjoyment of interpersonal relations, character development, or romance. If, though, one were willing to admit that only certain pieces of hardware had generically usable hardness, it might rather be possible to observe that the carping at the centrality of the wrong kind of machine identifies much more accurately what is really worrying about the whole popularity of the series -- that this machine is a Trojan Horse for the incorporation through hard technology of 'hard' feminist politics. References Bujold, Lois McMaster. Komarr. Earthlight, 1998. ---. Mirror Dance Riverdale: Baen, 1994. ---. The Vor Game. Riverdale: Baen, 1990. Delany, Samuel R. Silent Interviews: On Language, Race, Sex, Science Fiction and Some Comics. Hanover: Wesleyan UP, 1994. Suvin, Darko. Metamorphoses of Science Fiction. New Haven: Yale UP, 1979. Citation reference for this article MLA style: Frances Bonner. "The Hard Question of Squishy Machines." M/C: A Journal of Media and Culture 2.6 (1999). [your date of access] <http://www.uq.edu.au/mc/9909/bujold.php>. Chicago style: Frances Bonner, "The Hard Question of Squishy Machines," M/C: A Journal of Media and Culture 2, no. 6 (1999), <http://www.uq.edu.au/mc/9909/bujold.php> ([your date of access]). APA style: Frances Bonner. (1999) The hard question of squishy machines. M/C: A Journal of Media and Culture 2(6). <http://www.uq.edu.au/mc/9909/bujold.php> ([your date of access]).

Abstract:

Music from Another Time – One Perth Night in 2009The following extract is taken from fieldwork notes from research into the enduring Northern Soul dance scene in Perth, Western Australia.It’s 9.30 and I’m walking towards the Hyde Park Hotel on a warm May night. I stop to talk to Jenny, from London, who tells me about her 1970s trip to India and teenage visits to soul clubs in Soho. I enter a cavernous low-ceilinged hall, which used to be a jazz venue and will be a Dan Murphy’s bottle shop before the year ends. South West Soul organiser Tommy, wearing 34-inch baggy trousers, gives me a Northern Soul handshake, involving upturned thumbs. ‘Spread the Faith’, he says. Drinkers are lined up along the long bar to the right and I grab a glass of iced water. A few dancers are out on the wooden floor and a mirror ball rotates overhead. Pat Fisher, the main Perth scene organiser, is away working in Monaco, but the usual suspects are there: Carlisle Derek, Ivan from Cheltenham, Ron and Gracie from Derby. Danny is back from DJing in Tuscany, after a few days in Widnes with old friends. We chat briefly mouth to ear, as the swirling strings and echo-drenched vocals of the Seven Souls’ 45 record, ‘I still love you’ boom through the sound system. The drinkers at the bar hit the floor for Curtis Mayfield’s ‘Move on up’ and the crowd swells to about 80. When I move onto the floor, Barbara Acklin’s ‘Am I the Same Girl?’ plays, prompting reflection on being the same, older person dancing to a record from my teenage years. On the bridge of the piano and conga driven ‘’Cause you’re mine’, by the Vibrations, everybody claps in unison, some above their heads, some behind their backs, some with an expansive, open-armed gesture. The sound is like the crack of pistol. We are all living in the moment, lost in the music, moving forward and backward, gliding sideways, and some of us spinning, dervish-like, for a few seconds, if we can still maintain our balance.Having relocated their scene from England south to the Antipodes, most of the participants described on this night are now in their sixties. Part of the original scene myself, I was a participant observer, dancing and interviewing, and documenting and exploring scene practices over five years.The local Perth scene, which started in 1996, is still going strong, part of a wider Australian and New Zealand scene. The global scene goes back nearly 50 years to the late 1960s. Northern Soul has now also become southern. It has also become significantly present in the USA, its place of inspiration, and in such disparate places as Medellin, in Colombia, and Kobe, in Japan.The feeling of ‘living in the moment’ described is a common feature of dance-oriented subcultures. It enables escape from routines, stretches the present opportunity for leisure and postpones the return to other responsibilities. The music and familiar dance steps of a long-standing scene like Northern Soul also stimulate a nostalgic reverie, in which you can persuade yourself you are 18 again.Dance steps are forward, backward and sideways and on crowded dancefloors self-expression is necessarily attenuated. These movements are repeated and varied as each bar returns to the first beat and in subcultures like Northern Soul are sufficiently stylised as to show solidarity. This solidarity is enhanced by a unison handclap, triggered by cues in some records. Northern Soul is not line-dancing. Dancers develop their own moves.Place of Origin: Soul from the North?For those new to Northern Soul, the northern connection may seem a little puzzling. The North of England is often still imagined as a cold, rainy wasteland of desolate moors and smoky, industrial, mostly working-class cities, but such stereotyping obscures real understanding. Social histories have also tended to focus on such phenomena as the early twentieth century Salford gang members, the “Northern Scuttlers”, with “bell-bottomed trousers … and the thick iron-shod clogs” (Roberts 123).The 1977 Granada television documentary about the key Northern Soul club, Wigan Casino, This England, captured rare footage; but this was framed by hackneyed backdrops of mills and collieries. Yet, some elements of the northern stereotype are grounded in reality.Engels’s portrayal of the horrors of early nineteenth century Manchester in The Condition of the Working Class in England in 1844 was an influential exploration of the birth pains of this first industrial city, and many northern towns and cities have experienced similar traumas. Levels of social disadvantage in contemporary Britain, whilst palpable everywhere, are still particularly significant in the North, as researched by Buchan, Kontopantelis, Sperrin, Chandola and Doran in North-South Disparities in English Mortality 1965–2015: Longitudinal Population Study.By the end of the 1960s, the relative affluence of Harold Wilson’s England began to recede and there was increased political and counter-cultural activity. Into this social climate emerged both skinheads, as described by Fowler in Skins Rule and the Northern Soul scene.Northern Soul scene essentially developed as an extension of the 1960s ‘mod’ lifestyle, built around soul music and fashion. A mostly working-class response to urban life and routine, it also evidenced the ability of the more socially mobile young to get out and stay up late.Although more London mods moved into psychedelia and underground music, many soul fans sought out obscure, but still prototypical Motown-like records, often from the northern American cities Detroit and Chicago. In Manchester, surplus American records were transported up the Ship Canal to Trafford Park, the port zone (Ritson and Russell 1) and became cult club hits, as described in Rylatt and Scott’s Central 1179: The Story of Manchester's Twisted Wheel.In the early 1970s, the rare soul fans found a name for their scene. “The Dave Godin Column” in the fanzine Blues and Soul, published in London, referred for the first time to ‘Northern Soul’ in 1971, really defining ‘Northern’ directionally, as a relative location anywhere ‘north of Watford’, not a specific place.The scene gradually developed specific sites, clothes, dances and cultural practices, and was also popular in southern England, and actually less visible in cities such as Liverpool and Newcastle. As Nowell (199) argues, the idea that Northern Soul was regionally based is unfounded, a wider movement emerging as a result of the increased mobility made possible by railways and motorways (Ritson and Russell 14).Clubs like the Blackpool Mecca and Wigan Casino were very close to motorway slip roads and accessible to visitors from further south. The initial scene was not self-consciously northern and many early clubs, like the ‘Golden Torch’, in Tunstall were based in the Midlands, as recounted by Wall (441).The Time and Space of the DancefloorThe Northern Soul scene’s growth was initially covered in fanzines like Blues and Soul, and then by Frith and Cummings (23-32). Following Cosgrove (38-41) and Chambers (142), a number of insider accounts (Soul Survivors: The Wigan Casino Story by Winstanley and Nowell; Too Darn Soulful: The Story of Northern Soul by Nowell; The In-Crowd: The Story of the Northern & Rare Soul Scene by Ritson & Russell) were followed by academic studies (Milestone 134-149; Hollows and Milestone 83-103; Wall 431-445). The scene was first explored by an American academic in Browne’s Identity Scene and Material Culture: The Place of African American Rare Soul Music on the British Northern Soul Scene.Many clubs in earlier days were alcohol-free, though many club-goers substituted amphetamines (Wilson 1-5) as a result, but across the modern scene, drug-taking is not significant. On Northern Soul nights, dancing is the main activity and drinking is incidental. However, dance has received less subtle attention than it deserves as a key nexus between the culture of the scene and black America.Pruter (187) referred to the earlier, pre-disco “myopia” of many music writers on the subject of dance, though its connection to leisure, pleasure, the body and “serious self-realization” (Chambers 7) has been noted. Clearly Northern Soul dancers find “evasive” pleasure (Fiske 127) and “jouissance” (Barthes v) in the merging of self into record.Wall (440) has been more nuanced in his perceptions of the particular “physical geography” of the Northern Soul dance floor, seeing it as both responsive to the music, and a vehicle for navigating social and individual space. Dancers respond to each other, give others room to move and are also connected to those who stand and watch. Although friends often dance close, they are careful not to exclude others and dancing between couples is rare. At the end of popular records, there is often applause. Some dance all night, with a few breaks; others ‘pace’ themselves (Mercieca et al. 78).The gymnastics of Northern Soul have attracted attention, but the forward dives, back drops and spins are now less common. Two less noticed markers of the Northern Soul dancing style, the glide and the soul clap, were highlighted by Wall (432). Cosgrove (38) also noted the sideways glide characteristic of long-time insiders and particularly well deployed by female dancers.Significantly, friction-reducing talcum powder is almost sacramentally sprinkled on the floor, assisting dancers to glide more effectively. This fluid feature of the dancing makes the scene more attractive to those whose forms of expression are less overtly masculine.Sprung wooden floors are preferred and drink on the floor is frowned upon, as spillage compromises gliding. The soul clap is a communal clap, usually executed at key points in a record. Sometimes very loud, this perfectly timed unison clap is a remarkable, though mostly unselfconscious, display of group co-ordination, solidarity and resonance.Billy from Manchester, one of the Perth regulars, and notable for his downward clapping motion, explained simply that the claps go “where the breaks are” (Mercieca et al. 71). The Northern Soul clap demonstrates key attributes of what Wunderlich (384) described as “place-temporality in urban space”, emerging from the flow of music and movement in a heightened form of synchronisation and marked by the “vivid sense of time” (385) produced by emotional and social involvement.Crucially, as Morris noted, A Sense of Space is needed to have a sense of time and dancers may spin and return via the beat of the music to the same spot. For Northern Soul dancers, the movements forwards, backwards, sideways through objective, “geometric space” are paralleled by a traversing of existential, “conceived space”. The steps in microcosm symbolise the relentless wider movements we make through life. For Lefebvre, in The Production of Space, these “trialectics” create “lived space”.A Sense of Place and Evolving IdentitySpaces are plastic environments, charged with emerging meanings. For Augé, they can also remain spaces or be manipulated into “Non-Places”. When the sense of space is heightened there is the potential for lived spaces to become places. The space/place distinction is a matter of contention, but, broadly, space is universal and non-relational, and place is particular and relational.For Augé, a space can be social, but if it lacks implicit, shared cultural understandings and requires explicit signs and rules, as with an airport or supermarket, it is a non-place. It is not relational. It lacks history. Time cannot be stretched or temporarily suspended. As non-places proliferate, urban people spend more time alone in crowds, ”always, and never, at home” (109), though this anonymity can still provide the possibility of changing identity and widening experience.Northern Soul as a culture in the abstract, is a space, but one with distinct practices which tend towards the creation of places and identities. Perth’s Hyde Park Hotel is a place with a function space at the back. This empty hall, on the night described in the opening, temporarily became a Northern Soul Club. The dance floor was empty as the night began, but gradually became not just a space, but a place. To step onto a mostly empty dance floor early in the night, is to cross liminal space, and to take a risk that you will be conspicuous or lonely for a while, or both.This negotiation of space is what Northern Soul, like many other club cultures has always offered, the promise and risk of excitement outside the home. Even when the floor is busy, it is still possible to feel alone in a crowd, but at some stage in the night, there is also the possibility, via some moment of resonance, that a feeling of connection with others will develop. This is a familiar teenage theme, a need to escape bonds and make new ones, to be both mobile and stable. Northern Soul is one of the many third spaces/places (Soja 137) which can create opportunities to navigate time, space and place, and to find a new sense of direction and identity. Nicky from Cornwall, who arrived in Perth in the early 1970s, felt like “a fish out of water”, until involvement in the Northern Soul scene helped him to achieve a successful migration (Mercieca et al. 34-38). Figure 1: A Perth Northern Soul night in 2007. Note the talcum powder on the DJ table, for sprinkling on the dancefloor. The record playing is ‘Helpless’, by Kim Weston.McRobbie has argued in Dance and Social Fantasy that Northern Soul provides places for women to define and express themselves, and it has appealed to more to female and LGBTQIA participants than the more masculine dominated rock, funk and hip-hop scenes. The shared appreciation of records and the possibilities for expression and sociality in dance unite participants and blur gender lines.While the more athletic dancers have tended to be male, dancing is essentially non-contact, as in many other post-1960s ‘discotheque’ styles, yet there is little overt sexual display or flirtation involved. Male and female styles, based on foot rather than arm movements, are similar, almost ungendered, and the Soul scene has differed from more mainstream nightlife cultures focussed on finding partners, as noted in Soul Survivors: The Wigan Casino Story by Winstanley and Nowell. Whilst males, who are also involved in record buying, predominated in the early scene, women now often dominate the dance floor (Wall 441).The Perth scene is little different, yet the changed gender balance has not produced more partner-seeking for either the older participants, who are mostly in long-term relationships and the newer, younger members, who enjoy the relative gender-blindness, and focus on communality and cultural affinity. Figure 2: A younger scene member, ‘Nash’, DJing in Perth in 2016. He has since headed north to Denmark and is now part of the Nordic Northern Soul scene.In Perth, for Stan from Derby, Northern Soul linked the experiences of “poor white working class kids” with young black Americans (Mercieca et al. 97). Hollows and Milestone (87-94) mapped a cultural geographic relationship between Northern Soul and the Northern cities of the USA where the music originated. However, Wall (442) suggested that Northern Soul is drawn from the more bi-racial soul of the mid-1960s than the funky, Afro-centric 1970s and essentially deploys the content of the music to create an alternative British identity, rather than to align more closely with the American movement for self-determination. Essentially, Northern Soul shows how “the meanings of one culture can be transformed in the cultural practices of another time and place” (Wall 444).Many contemporary Australian youth cultures are more socially and ethnically mixed than the Northern Soul scene. However, over the years, the greater participation of women, and of younger and newer members, has made its practices less exclusive, and the notion of an “in-crowd” more relaxed (Wall 439). The ‘Northern’ connection is less meaningful, as members have a more adaptable sense of cultural identity, linked to a global scene made possible by the internet and migration. In Australia, attachment seems stronger to locality rather than nation or region, to place of birth in Britain and place of residence in Perth, two places which represent ‘home’. Northern Soul appears to work well for all members because it provides both continuity and change. As Mercieca et al. suggested of the scene (71) “there is potential for new meanings to continue to emerge”.ConclusionThe elements of expression and directional manoeuvres of Northern Soul dancing, symbolise the individual and social negotiation of direction, place, space, identity and time. The sense of time and space travelled can create a feeling of being pushed forward without control. It can also produce an emotional pull backwards, like an elastic band being stretched. For those growing older and moving far from places of birth, these dynamics can be particularly challenging. Membership of global subcultures can clearly help to create successful migrations, providing third spaces/places (Soja 137) between home and host culture identities, as evidenced by the ‘Southern’ Northern Soul scene in Australia. For these once teenagers, now grandparents in Australia, connections to time and space have been both transformed and transcended. They remain grounded in their youth, but have reduced the gravitational force of home connections, projecting themselves forward into the future by balancing aspects of both stability and mobility. Physical places and places and their connections with culture have been replaced by multiple and overlapping mappings, but it is important not to romanticise notions of agency, hybridity, third spaces and “deterritorialization” (Deleuze and Guattari in Anti-Oedipus: Capitalism and Schizophrenia). In a globalised world, most people are still located geographically and labelled ideologically. The Northern Soul repurposing of the culture indicates a transilience (Richmond 328) “differentially available to those in different locations in the field of power” (Gupta and Ferguson 20). However, the way in which Northern Soul has moved south over the decade via migration, has arguably now provided a stronger possible sense of resonance with the lives of black Americans whose lives in places like Chicago and Detroit in the 1960s, and their wonderful music, are grounded in the experience of family migrations in the opposite direction from the South to the North (Mercieca et al. 11). In such a celebration of “memory, loss, and nostalgia” (Gupta and Ferguson 13), it may still be possible to move beyond the exclusion that characterises defensive identities.ReferencesAugé, Marc. Non-Places: An Introduction to Supermodernity. Trans. John Howe. London: Verso, 2008.Barthes, Roland. The Pleasure of the Text. Trans. Richard Miller. New York: Hill and Wang, 1975Browne, Kimasi L. "Identity Scene and Material Culture: The Place of African American Rare Soul Music on the British Northern Soul Scene." Proceedings of Manchester Music & Place Conference. Manchester: Manchester Metropolitan University. Vol. 8. 2006.Buchan, Iain E., Evangelos Kontopantelis, Matthew Sperrin, Tarani Chandola, and Tim Doran. "North-South Disparities in English Mortality 1965–2015: Longitudinal Population Study." Journal of Epidemiology and Community Health 71 (2017): 928-936.Chambers, Iain. Urban Rhythms: Pop Music and Popular Culture. London: Macmillan, 1985.Cosgrove, Stuart. "Long after Tonight Is All Over." Collusion 2 (1982): 38-41.Deleuze, Gilles, and Felix Guattari. Anti-Oedipus: Capitalism and Schizophrenia. Trans. Robert Hurley, Mark Seem, and Helen R. Lane. Minneapolis: University of Minnesota Press, 1977.Engels, Friedrich. The Condition of the Working-Class in England in 1844. Trans. Florence Kelley Wischnewetzky. London: Swan Sonnenschein, 1892.Fiske, John. Understanding Popular Culture. London: Unwin Hyman, 1989.Fowler, Pete. "Skins Rule." The Beat Goes On: The Rock File Reader. Ed. Charlie Gillett. London: Pluto Press, 1972. 10-26.Frith, Simon, and Tony Cummings. “Playing Records.” Rock File 3. Eds. Charlie Gillett and Simon Frith. St Albans: Panther, 1975. 21–48.Godin, Dave. “The Dave Godin Column”. Blues and Soul 67 (1971).Gupta, Akhil, and James Ferguson. "Beyond 'Culture': Space, Identity, and the Politics of Difference." Cultural Anthropology 7.1 (1992): 6-23.Hollows, Joanne, and Katie Milestone. "Welcome to Dreamsville: A History and Geography of Northern Soul." The Place of Music. Eds. Andrew Leyshon, David Matless, and George Revill. New York: The Guilford Press, 1998. 83-103.Lefebvre, Henri. The Production of Space. Oxford: Blackwell, 1991.McRobbie, Angela. "Dance and Social Fantasy." Gender and Generation. Eds. Angela McRobbie and Mica Nava. London: Palgrave Macmillan, 1984. 130-161.Mercieca, Paul, Anne Chapman, and Marnie O'Neill. To the Ends of the Earth: Northern Soul and Southern Nights in Western Australia. Lanham, MD: University Press of America, 2013.Milestone, Katie. "Love Factory: The Sites, Practices and Media Relationships of Northern Soul." The Clubcultures Reader. Eds. Steve Redhead, Derek Wynne, and Justin O’Connor. Oxford: Blackwell, 1997. 134-149.Morris, David. The Sense of Space. Albany, NY: SUNY Press, 2004.Nowell, David. Too Darn Soulful: The Story of Northern Soul. London: Robson, 1999.Pruter, Robert. Chicago Soul. Chicago: University of Illinois Press, 1992.Richmond, Anthony H. "Sociology of Migration in Industrial and Post-Industrial Societies." Migration (1969): 238-281.Ritson, Mike, and Stuart Russell. The In Crowd: The Story of the Northern & Rare Soul Scene. London: Robson, 1999.Roberts, Robert. The Classic Slum. London: Penguin, 1971.Rylatt, Keith, and Phil Scott. Central 1179: The Story of Manchester's Twisted Wheel Club. London: Bee Cool, 2001.Soja, Edward W. "Thirdspace: Journeys to Los Angeles and Other Real and Imagined Places." Capital & Class 22.1 (1998): 137-139.This England. TV documentary. Manchester: Granada Television, 1977.Wall, Tim. "Out on the Floor: The Politics of Dancing on the Northern Soul Scene." Popular Music 25.3 (2006): 431-445.Wilson, Andrew. Northern Soul: Music, Drugs and Subcultural Identity. Cullompton: Willan, 2007.Winstanley, Russ, and David Nowell. Soul Survivors: The Wigan Casino Story. London: Robson, 1996.Wunderlich, Filipa Matos. "Place-Temporality and Urban Place-Rhythms in Urban Analysis and Design: An Aesthetic Akin to Music." Journal of Urban Design 18.3 (2013): 383-408.

Abstract:

'The vital experience of the glad animal sensibilities made doubts impossible on the question of our speed; we heard our speed, we saw it, we felt it as a thrilling; and this speed was not the product of blind insensate agencies, that had no sympathy to give, but was incarnated in the fiery eyeballs of the noblest amongst brutes, in his dilated nostril, spasmodic muscles, and thunder-beating hoofs.' -- Thomas de Quincey (1849), "The English Mail-Coach" For Thomas de Quincey, the thrust of speed is intimately linked with the thrust of the body. Subjectivity is formed by and through a corporeal experience of acceleration. In this way, De Quincey has the jump on those other lovers of automated speed: the Italian Futurists. That heady clash of bodies, speed and information, or the technological sublime, we characteristically associate with the development of twentieth-century communication is already articulated some sixty years before Marinetti imagines the 'divine fusion' of body and machine. Thomas de Quincey's 1849 ode to the postal service -- "The English Mail Coach" -- functions as a significant text in modernity's velocity culture. Specifically, de Quincey allows us to historicise the critical terms of 'speed', 'body' and 'circulation'. This paper makes some preliminary historical observations about the acceleration of communication and transport systems and how this rapidity might give rise to new forms of subjectivity or the emergence of what Jeffrey T. Schnapp calls 'the kinematic subject'. The perceptual reconfiguration of time and space is central to an understanding of modernity's preoccupation with speed. Rapid data circulation through digital information systems means that distance appears to shrink and time seems to collapse. Manuel Castells calls this a 'new time regime' (429). Temporality now functions according to a double logic: a simultaneous binary of 'the eternal and of the ephemeral'. The contemporary 'manipulation of time' turns on 'instantaneity and eternity: me and the universe, the self and the net' (462-3). For David Harvey the defining feature of postmodernity is 'time-space compression'. Capitalism is 'characterised by speed-up in the pace of life, while so overcoming spatial barriers that the world sometimes seems to collapse inwards upon us' (241). Castells and Harvey are not, of course, the first to notice the degree to which the changing rhythms of a communication vehicle might impact upon perceptions of time and space. In 1909 Marinetti announces its demise: 'Time and Space died yesterday. We already live in the absolute, because we have created eternal, omnipresent speed'. Yet this death is prefigured some 120 years before by the 18th century author Hannah More in a letter where, quoting Alexander Pope, she illustrates her reaction to the introduction of the mail coach: I have just been thinking that if the amorous poet, who modestly wished to annihilate time and space had lived to see our fortunate days, he would have seen his prophetic visions realised... cards having well-nigh accomplished the first, and mail-coaches the last. (Qtd. in Lewis 264) This letter is dated 1788, only four years after the establishment of the mail coach system. Initially the service ran between London and Bristol so that Hannah More writing from Somerset would complain of being bypassed by this new mode of information circulation: Of the other blessing, the annihilation of space, I cannot partake; mail-coaches, which come to others, come not to me. Letters and newspapers, now that they travel in coaches like gentlemen and ladies, come not within ten miles of my hermitage. (265) More here identifies an important historical factor in the transformation of information networks. It concerns the coupling of transportation and communication: information travels 'in coaches like gentlemen and ladies'. In More's 18th century account the two remain connected while, as James Carey has noted, the significance of the 19th century's invention of the telegraph is that it splits the two processes. The telegraph 'allowed symbols to move independently of geography and independently of and faster than transport' (213). For de Quincey, a pivotal feature of the mail coach is the way in which communication and transportation function coextensively. Recounting his travels on the coach as it distributes news from the Napoleonic wars he notes that 'the grandest chapter of our experience, within the whole mail-coach service, was on those occasions when we went down from London with the news of victory' (290). For de Quincey, as for other commentators, the mail coach is a political instrument. Through the increasing efficiency of its communication infrastructure, it 'binds the nation together' (Austen 361). As de Quincey puts it 'the mail-coach, as the national organ for publishing these mighty events, thus diffusively influential, became itself a spiritualised and glorified object to an impassioned heart' (272). What impresses de Quincey most, however, is the speed of this vehicle. Or perhaps, more accurately, it is a particular relation between the self and speed, which confers on the mail coach a 'glory of motion' (270). By the time he publishes his essay, postal and newspaper circulation by mail-coach is nearly at an end. The last mail coach ceases action in London in 1846 (Daunton 123) and postal distribution begins to be carried out by rail. De Quincey clearly mourns the loss of this form of communication. And his regret depends on the self's perception of speed. That is, to qualify as an authentic act of transportation (of the body, of the post or of language), one must, to some degree, be aware of the systems of circulation, the modes of delivery and the vehicle of communication. One ought to be able to experience the speed at which one travels or the mail is delivered. The body must remain in contact with the message. In de Quincey's view the railway communication system fails for these sorts of reasons: The modern modes of travelling cannot compare with the mail-coach system in grandeur and power. They boast of more velocity, not however as a consciousness, but as a fact of our lifeless knowledge, resting upon alien evidence; as, for instance, because somebody says that we have gone fifty miles in the hour though we are far from feeling it as a personal experience ... . Apart from such an assertion, or such a result, I myself am little aware of the pace. But, seated on the old mail-coach, we needed no evidence out of ourselves to indicate the velocity. (283, emphasis in the original) Perched atop the careening mail coach, the self needs no secondary evidence to confirm its propulsion: 'we heard our speed, we saw it, we felt it as a thrilling'. But with the emergence of railway systems, the self somehow becomes cut off or distanced from the mode of transport: 'But now, on the new system of travelling, iron tubes and boilers have disconnected man's heart from the ministers of his locomotion' (284). To be sure, rail is faster. But that fails to impress de Quincey for the rail cannot offer him the same sublime effect. The mail coach is drawn by 'royal horses like cheetahs' (282) while the train lacks the power to raise even 'an extra bubble in a steam-kettle' (284). The sublimity of speed is also aural. But once again the railroad fails to inspire awe: 'the trumpet that once announced from afar the laurelled mail; heartshaking, when heard screaming on the wind ... has now given way for ever to the pot-wallopings of the boiler' (284). In Burke's formulation of the sublime there is danger and terror but there must also be a certain distance from this threat. It is 'simply painful' when we are aroused by causes that 'immediately affect us' but it is sublime when 'we have an idea of pain and danger, without being actually in such circumstances' (51) . For de Quincey sitting inside the carriage seems to offer too much safety and distance, the interior reserved as it is for the 'porcelain variety of the human race' (273). Instead, he travels aloft near the driver because of 'the air, the freedom of prospect, the proximity to the horses, the elevation of seat' (275). And he has the possibility of reining them in himself: 'the certain anticipation of purchasing occasional opportunities of driving' (275)1. The closer he is to the ministers of his locomotion, the better de Quincey likes it. The more he becomes the agent of his own speed, the more immediate, authentic and sublime seems his journey. For de Quincey, then, the superiority of the mail coach over the railroad lies not in terms of absolute speed but rather it concerns issues about the body's experience of and relation to that speed. As Matthew Schneider (1995) puts it 'the difference between the two with respect to their speed, privileges mail coaches by virtue of their violent immediacy, their ability to transmit the actual or living sensations rather than one that is intermediate or representational' (152)2. In a fascinating paper about the correlation between speed and subjectivity Jeffrey T. Schnapp identifies the mail coach in general and de Quincey in particular as emblematic of an 'inaugural moment' in the development of an 'anthropology of speed' (3). With a quick side swipe at the ahistorical and apocalyptic underpinning of Paul Virilio's Speed and Politics, Schnapp argues that although speed has always been 'an agent of individuation' it is with modernity that it begins to depend on the relation between self and vehicle: ... the mere experience of riding on horseback was not enough to establish a modern culture of velocity. Speed's rise as a cultural thematic, its move into an everyday realm of perceptibility, its adoption as sacrament of modern individualism, became possible only with the development of mechanical buffers between rider, horse, and roadway: buffers that enable new fantasies of attachment, first, between rider and engine, and, then, according to a more complex logic, between rider, engine, vehicle, and/or landscape. (10-1) What is particularly productive about Schnapp's account is that he schematises the history of transportation in terms of the relation between speed, body and vehicle. For Schnapp this is a pivotal dynamic. De Quincey's equestrian desire and his disdain for railroad travel, is part of a historical process where individuality comes to be 'identified with administration of one's own speed' (14). In Schnapp's model, there are 'two concurrent yet distinct experiences of velocity', one that he calls 'thrill-based' and the other 'commodity-based'. The first is experienced in modes such as on top of the mail-coach and later, cars, motorbikes and aeroplanes. 'Commodity-based' refers to train and bus travel. The difference between the two is that thrill-based transportation occurs when the passenger 'can envisage himself as the author of his velocity' while in 'commodity-based' forms the traveller is 'shielded from the natural environment and the engine, and passively submits himself to velocity' (18-9). De Quincey's essay is a valuable resource for communications historiography. Like Jacques Derrida, he recognises how the rhythms of the postal service function to construct identity. As a system of circulation and exchange, the post office institutionalises modes of correspondence, producing and regulating particular subjectivities. And like Postman Pat, de Quincey knows the corporeal pleasures of delivering the mail. Footnotes There are also issues of class at work here. Tickets were more expensive to sit inside the carriage which de Quincey, then a student at Oxford, could not afford. He attempts to reverse these class distinctions by arguing that 'inside which had been traditionally regarded as the only room tenantable by gentlemen, was, in fact, the coal-cellar in disguise' (187). The secondary material on de Quincey is quite extensive. In the last 15 years his work has been investigated from a number of different angles including poststructuralist approaches to language and his transitional status as a figure between Romanticism and Modernism. As well as Schneider, see Clej and Snyder. References Austen, Brian. British Mail-Coach Services 1784-1850. New York and London: Garland, 1986. Burke, Edmund. A Philosophical Enquiry into the Origin of Our Ideas of the Sublime and Beautiful. Ed. James T. Boulton. 2nd ed. Oxford: Basil Blackwell, 1987. Carey, James W. Communication as Culture: Essays on Media and Society. Boston: Unwin Hyman, 1988. Castells, Manuel. The Information Age: Economy, Society and Culture. Volume 1: The Rise of the Network Society. Cambridge, Massachusetts: Blackwell Publishers, 1996. Clej, Alina. A Genealogy of the Modern Self: Thomas De Quincey and the Intoxication of Writing. Stanford: Stanford UP, 1995. Daunton, M.J. Royal Mail: The Post Office since 1840. London: The Athlone Press, 1985. De Quincey, Thomas. "The English Mail-Coach." The Collected Writings of Thomas De Quincey. Ed. David Masson. Vol. 13. Edinburgh: Adam & Charles Black, 1890. Derrida, Jacques. The Postcard: From Socrates to Freud and Beyond. Trans. Alan Bass. Chicago: U of Chicago P, 1987. Harvey, David. The Condition of Postmodernity: An Enquiry into the Origins of Cultural Change. Cambridge, Massachusetts: Blackwell Publishers, 1990. Lewis, W.S., ed. Horace Walpole's Correspondence. Vol 31. New Haven: Yale UP, 1961. Marinetti, FT. "The Founding and Manifesto of Futurism." First published 1909. Futurist Manifestos. London: Thames and Hudson, 1973. Schnapp, Jeffrey T. "Crash (Speed as Engine of Individuation)." Modernism/Modernity 6.1 (1999): 1-49. Schneider, Matthew. Original Ambivalence: Autobiography and Violence in Thomas De Quincey. New York: Peter Lang, 1995. Snyder, Robert Lance, ed. Thomas De Quincey Bicentenary Studies. Norman: U of Oklahoma P, 1985. Virilio, Paul. Speed and Politics: An Essay on Dromology. Trans. Mark Polizzotti. New York: Semiotexte, 1986. Citation reference for this article MLA style: Ester Milne. "'The Ministers of Locomotion': Some Historical Speculations on Velocity Culture." M/C: A Journal of Media and Culture 3.3 (2000). [your date of access] <http://www.api-network.com/mc/0006/ministers.php>. Chicago style: Ester Milne, "'The Ministers of Locomotion': Some Historical Speculations on Velocity Culture," M/C: A Journal of Media and Culture 3, no. 3 (2000), <http://www.api-network.com/mc/0006/ministers.php> ([your date of access]). APA style: Ester Milne. (2000) 'The ministers of locomotion': some historical speculations on velocity culture. M/C: A Journal of Media and Culture 3(3). <http://www.api-network.com/mc/0006/ministers.php> ([your date of access]).

Abstract:

Since the mid-eighties, personality and mood have undergone vigorous surveillance and repair across new populations in the United States. While government and the psy-complexes 1 have always had a stake in promoting citizen health, it is unique that, today, State, industry, and non-governmental organisations recruit consumers to act upon their own mental health. And while citizen behaviours in public spaces have long been fodder for diagnosis, the scope of behaviours and the breadth of the surveyed population has expanded significantly over the past twenty years. How has the notion of behavioural illness been successfully spun to recruit new populations to behavioural diagnosis and repair? Why is it a reasonable proposition that our personalities might be sick, our moods ill? This essay investigates the cultural promotion of a 'script' that assumes sick moods are possible, encourages the self-assessment of risk and self-management of dysfunctional mood, and has thus helped to create a new, adjustable subject. Michel Foucault (1976, 1988) contended that in order for subjects to act upon their selves -- for example, assess themselves via the behavioural health script -- we must view the Self as a construction, a work in progress that is alterable and in need of alteration in order for psychiatric action to seem appropriate. This conception of the self constitutes an extreme theoretical shift from the early modern belief (of Rousseau or Kant) that a core soul inhabited and shaped being, or the moral self.2 Foucault (1976) insisted that subjects are 'not born but made' through formal and informal social discourses that construct knowledge of the 'normal' self. Throughout the 19th century and the modern era, as medical, juridical, and psychiatric institutions gained increasing cultural capital, the normal self became allegedly 'knowable' through science. In turn, the citizen became 'professionalised' (Funicello 1993) -- answerable to these constructed standards, or subject to what Foucault termed biopower. In order to avoid punishments wrested upon the 'deviant' such as being placed in asylum or criminalised, citizens capitulated to social norms, and thus helped the State to achieve social order. 3 While 'technologies of power' or domination determined the conduct of individuals in the premodern era, 'technologies of the self' became prominent in the modern era.4 (Foucault, 'Technologies of the Self') These, explained Foucault, permit individuals to act upon their 'bodies, souls, thoughts, conduct and ways of being' to transform them, to attain happiness, or perfection, among other things (18). Contemporary psychiatric discourses, for example, call upon citizens to transform via self-regulation, and thus lessened the State's disciplinary burden. Since the mid-twentieth century, biopsychiatry has been embraced nationally, and played a key role in propagating self-disciplining citizens. Biopsychiatric logic is viewed culturally as common sense due to a number of occurrences. The dominant media have enthusiastically celebrated so-called biotechnical successes, such as sheep cloning and the development of better drugs to treat Schizophrenia. Hype has also surrounded newer drugs to treat depression (i.e. Prozac) and anxiety (i.e. Paxil), as well as the 'cosmetic' use of antidepressants to allegedly improve personality.5 Citizens, then, are enlisted to trust in psychiatric science to repair mood dysfunction, but also to reveal the 'true' self, occluded by biologically impaired mood. Suggesting that biopsychiatry's 'knowledge' of the human brain has revealed the human condition and can repair sick selves, these discourses have helped to launch the behavioural health script into the national psyche. The successful marketing of the script was also achieved by the diagnostic philosophy encouraged by revisions of Diagnostic and Statistical Manual or Mental Disorders(the DSM; these renovations increased the number of affective (mood) and personality diagnoses and broadened diagnostic criteria. The new DSMs 6 institutionalised the pathologisation of common personality and mood distresses as biological or genetic disorders. The texts constitute 'knowledge' of normal personality and behaviour, and press consumers toward biotechnical tools to repair the defunct self. Ian Hacking (1995) suggests that new moral concepts emerge when old ones acquire new connotations, thereby affecting our sense of who we are. The once moral self, known through introspection, is thus transformed via biopsychiatry into a self that is constructed in accordance with scientific 'knowledge'. The State and various private industries have a stake in promoting this Sick Self script. Promoting Diagnosis of the Sick Self Employing the DSM's broad criteria, research by the National Institute of Mental Health (NIMH), contends that a significant percentage of the population is behaviourally ill. The most recent Surgeon General report on Mental Health (from 1999) which also employed broad criteria, argues that a striking 50 million Americans are afflicted with a mental illness each year, most of which were non-major disorders affecting behaviour, personality and mood.7 Additionally, studies suggest that behavioural illness results in lost work days and increases demand for health services, thus constituting a severe financial burden to the State. Such studies consequently provide the State with ample reason to promote behavioural illness. In predicting an epidemic in behavioural illness and a huge increase in mental health service needs, the State has constructed health policy in accordance with the behavioural sickness script. Health policy embraces DSM diagnostic tools that sweep in a wide population by diagnosing risk as illness and links diagnosis with biotechnical recovery methods. Because criteria for these disorders have expanded and diagnoses have become more vague, however, over-diagnosis of the population has become common . 8 Depression, for example, is broadly defined to include moods ranging from the blues to suicidal ideation. Yet, the Sick Self script is ubiquitously embraced by NGO, industry, and State discourses, calling for consumer self-scrutiny and strongly promoting psychopharmaceuticals. These activities has been most successful; to wit: personality disorders were among the most common diagnoses of the 80's, and depression, which was a rare disorder thirty-five years ago, became the most common mental illness in the late 90's (Healy). Consumer Health Groups & Industry Promotions Health institutions and drug industries promote mood illness and market drug remedies as a means of profit maximisation. Broad spectrum diagnoses are, by definition, easy to sell to a wide population and create a vast market for recovery products. Pharmaceutical and insurance companies (each multibillion dollar industries), an expanding variety of self-help industries, consumer health web sites, and an array of psy-complex workers all have a stake in promoting the broad diagnosis of mood and behavioural disorders. 9 In so doing, consumer groups and the health and pharmaceutical industries not only encourage self-discipline (aligning themselves with State productivity goals), but create a vast, ongoing market for recovery products. Promoting Illness and Recovery So strong is the linkage between illness and recovery that pharmaceutical company Eli Lilly sells Prozac by promoting the broad notion of depression, rather than the drug itself. It does so through depression brochures (advertised on TV) and a web page that discusses depression symptoms and offers a depression quiz, instead of product information. Likewise, Psych Central, a typical informational health site, provides consumers standard DSM depression definitions and information (from the biopsychiatric-driven American Psychiatric Association (APA) or the NIMH, and liberal behavioural illness quizzes that typically over-diagnose consumers. 10The Psych Central site also lists a broad range of depression symptoms, while its FAQ link promotes the self-management of mood ailments. For example, the site directs those who believe that they are depressed and want help to contact a physician, obtain a diagnosis, and initiate antidepressant treatment. Such web sites, viewed as a whole, appear to deliver certified knowledge that a 'normal' mood exists, that mood disorders are common, and that abiding citizens should diagnosis and treat their mood ailment. Another essential component of the behavioural script is the suggestion that the modern self's mood is interminably sick. Because common mood distresses are fodder for diagnosis, the self is always at risk of illness, and requires vigilant self-scrutiny. The self is never a finished product. Moreover, mood sickness is insidious and quickly spirals from risk to full-blown disorder. 11 As such, behavioural illness requires on-going self-assessment. Finally, because mood sickness threatens social productivity and State financial solvency, a moral overtone is added to the mix -- good citizens are encouraged to treat their mood dysfunctions promptly, for the common good. The script thus constructs citizenship as a motive for behavioural self-scrutiny; as such, it can naturally recommend that individuals, rather than experts, take charge of the surveillance process. The recommendation of self-determined illness is also a sales feature of the script, appealing to the American ethic of individualism -- even, paradoxically, as the script proposes that science best directs us to our selves. Self-Managed Recovery Health institutions and industries that deploy this script recommend not only self-diagnosis, but also self-managed treatment as the ideal treatment. Health information web sites, for example, tend to displace the expert by encouraging consumers to pre-diagnose their selves (often via on-line quizzes) and to then consult an expert for formal diagnosis and to organise a treatment program. Like governmental heath organisation's web sites, these commonly link consumer-driven, broad-spectrum diagnosis to psycho-pharmaceutical treatment, primarily by listing drugs as the first line of treatment, and linking consumers to drug information. Unsurprisingly, pharmaceutical companies support or own many 'informational' sites. Depression-net.com, for example, is owned by Organon, maker of Remeron, an SSRI in competition with Prozac.12 Still, even sites that receive little or no funding tend to display drugs prominently; for example, Internet Mental Health, which accepts no drug funding lists drugs immediately after diagnosis on the sidebar. This trend illustrates the extent to which drugs are viewed by consumers as a first step in addressing all types of mood sicknesses. Consumer health sites, geared toward Internet users seeking health care information (estimated to be 43% of the 120 million users) promote the illness-recovery link more aggressively. Dr.koop.com, one of the most visited sites on the Internet, describes itself as 'consumer-focused' and 'interactive'. Yet, the homepage of this site tends to include 'news' stories that relay the success of drugs or report on new biopsychiatric studies in depression or mental health. Some consumer sites such as Consumer health sites, geared toward Internet users seeking health care information (estimated to be 43% of the 120 million users) promote the illness-recovery link more aggressively. Dr.koop.com, one of the most visited sites on the Internet, describes itself as 'consumer-focused' and 'interactive'. Yet, the homepage of this site tends to include 'news' stories that relay the success of drugs or report on new biopsychiatric studies in depression or mental health. Some consumer sites such as WebMD prominently display links to drugstores, (such as Drugstore.com), many of which are owned in part or entirely by pharmaceutical companies.13 Similar to the common practices of direct-to-consumer advertising, both informational and consumer sites by-pass the expert, promote recovery via drugs, and direct the consumer to a doctor in search of a prescription, rather than health care advice. State, informational and consumer web sites all help to construct certain populations as at-risk for behavioural sickness. The NIMH information page on depression -- uncanny in its likeness to consumer health and pharmaceutical sites -- utilises the DSM definition of depression and recommends the standard regime of diagnosis and biotechnical treatments (highlighting antidepressants) most appropriate for a diagnosis of major, rather than minor, depression. The site also elaborates the broad approach to mood illness, and recommends that women, children and seniors -- groups deemed at-risk by the broad criteria -- be especially scrutinised for depression. By articulating the broad DSM definition of depression, a generalisable 'self' -- anyone suffering common ailments including sadness, lethargy or weight change -- is deemed at risk of depression or other behavioural illness. At the same time, at-risk groups are constructed as populations in need of more urgent scrutiny, namely society's less powerful individuals, rather than middle-aged males. That is, society's decision-makers--psychiatric researchers, State policy-makers, pharmaceutical CEO's, (etc) are considered least at risk for having defunct selves and productivity functioning. Selling Mood Sickness These brief examples illustrate the standard presentation of behavioural illness information on the Web and from traditional resources such as mailings, brochures, and consumer manuals. Presenting the ideal self as knowable and achievable with the help of bio-psychiatric science, these discourses encourage citizens to self-scrutinise, self-define, and even self-manage the possibility of mood or behavioural dysfunction. Because the individual gathers information, determines her pre-diagnosis, and seeks out a recovery technology, the many choices involved in behavioural scrutiny make it appear to be a free and 'democratic' activity. Additionally, as individuals take on the role of the expert, self-diagnosing via questionnaires, the highly disciplinary nature of the behavioural diagnosis appears unthreatening to individual sovereignty. Thus, this technology of the self solves an age-old problem of capitalist democracy -- how to simultaneously instill citizen's faith in absolute individual liberty (as a source of good government), and, at the same time, the need to achieve the absolute governance of the individual (Miller). Foucault contended that citizens are brought into the social contract of citizenship not simply through social and governmental contracts but by processes of policing that become embedded in our notions of citizenship. The process of self-management recommended by the ubiquitous behavioural script functions smoothly as a technology of surveillance in this era, where the ideal self is known and repaired through biopsychiatric science, the democratic responsibility of a good citizen. The liberal contract has always entailed an exchange of rights for freedoms -- in Rousseau's terms 'making men free by making them subjects.' (Miller xviii) When we make ourselves subjects to ongoing behavioural scrutiny, the resulting Self is not freed, rather it is constrained by a perpetual sickness. Notes 1 This term is used in a Foucaultian sense, to refer to all those who work under and benefit or profit from the dominant biological model of psychiatry dominant since the 1950's in the U.S. 2 For more discussion, see Ian Hacking, Rewriting the Soul; Multiple Personality and the Sciences of Memory. (1995) 3 In his essay 'Technologies of the Self' (1988) Foucault outlines the four major types of technologies that function as practical reason and entice citizens to behave according to constructed social standards. Among these are technologies of production (that permit us to produce things), technologies of sign systems (permitting us to use symbols), and the technologies of power and self mentioned in the above text. Through these technologies, operations of individuals become highly regulated, some visible and some difficult to perceive. The less visible technologies of the self became essential to the smooth functioning of society in the modern era. 4 'Technologies' is used to refer to mechanisms and actions of institutions or simply social norms and habits, that work, ultimately, to govern the individual, or create behaviour that serves desires of the State and dominant social bodies. 5 Peter Kramer, author of the best-selling book Listening to Prozac (1995) contends that his patients using Prozac often credited the drug with helping their true personalities to surface. 6 The two revisions occurred in 1987 and 1994. 7 Of that group, only five percent of that group suffers a 'severe' form of mental illness (such as schizophrenia, or extreme form of bipolar or obsessive compulsive disorder), while the rest suffer less severe behavioural and mood disorders. Similar research (also based on broad criteria) was published throughout the 90's suggesting an American epidemic of behavioural illness; it was claimed that 17% of the population is neurotic, while 10-15% of the population (and 30-50% of those seeking care) was said to possess a personality disorder. (Hales and Hales, 1995) 8 The most widely assigned diagnoses in this category today are: depression, multiple personality, adjustment disorder, eating disorders and Attention Deficit Hyperactivity Disorder (ADHD), which have extremely broad criteria, and are easily assigned to a wide segment of the population. 9The quizzes offered at these sites are standard in psychiatry; the difference here is that these are consumer-conducted. Lilly uses the Zung Self-Assessment Tool, which asks 20 broad questions regarding mood, and overdiagnoses individuals with potential depression. By responding to vague questions such as 'Morning is when I feel the best', 'I notice that I am losing weight', and 'I feel downhearted, blue and sad' with the choice of 'sometimes', individuals are thereby pre-diagnosed with potential depression. (https://secure.prozac.com/Main/zung.jsp) Psych central uses the Goldberg Inventory that is similarly broad, consumer-operated, and also tends to overdiagnose. 10 The DSM and other psychiatric texts and consumer manuals commonly suggest that undiagnosed depression will lead, eventually, to full-blown major depression. While a minority of individuals who suffer ongoing episodes of major depression will eventually suffer chronic major depression, it has not been found that minor depression will snowball into major depression or chronic major depression. This in fact, is one of the many suspicions among researchers that is referred to as fact in psychiatric literature and consumer manuals. A similar case in point is the suggestion that depression is a brain disorder, when in fact, research has not determined biochemistry or genetics to be the 'cause' of major depression. 11 Increasingly, Pharmaceutical sites are indistinguishable from consumer sites, as in the case of Bristol-Meyers Squibb's depression page, (http://www.livinglifebetter.com/src/htdo...) offering a layperson's depression definition and, immediately thereafter, information on its antidepressant Serzone. 12 Like the informational and State sites, these also link consumers to depression information (generally NIMH, FDA or APA research), as well as questionnaires. References American Psychiatric Association. Diagnostic and Statistical Manual of Mental Disorders. 4th ed. Washington, D.C: American Psychiatric Press, Inc., 1994. Cruikshank, Barbara. The Will to Empower: Democratic Citizens and Other Subjects. Ithaca, NY: Cornell University Press, 1999. Foucault, Michel. Madness and Civilization; A History of Insanity in the Age of Reason. New York: Vintage, 1961. - - - . The Order of Things; An Archaeology of the Human Science., New York: Vintage, 1966. - - - . The History of Sexuality; An Introduction, Volume I. New York: Vintage, 1976. - - - . 'Technologies of the Self', Technologies of the Self; A Seminar with Michel Foucault. Ed. Luther Martin, Huck Gutman, and Patrick H. Hutton. Amherst: University of Amherst Press, 1988. 16-49. Funicello, Theresa. The Tyranny of Kindness; Dismantling the Welfare System to End Poverty in America. New York: Atlantic Monthly Press, 1993. Hales, Dianne R. and Robert E. Hales. Caring For the Mind: The Comprehensive Guide to Mental Health. New York: Bantam Books, 1995. Healy, David. The Anti-Depressant Era. Cambridge, Mass: Harvard University Press, 1997. Kramer, Peter D. Listening to Prozac; A Psychiatrist Explores Antidepressant Drugs and the Remaking of the Self. New York: Viking, 1993. Miller, Toby. The Well-Tempered Self; Citizenship, Culture and the Postmodern Subject. Baltimore: The John Hopkins University Press, 1993. - - - . Technologies of Truth: Cultural Citizenship and the Popular Media. Minneapolis: University of Minnesota Press, 1998. Office of the Surgeon General. Mental Health: A Report of the Surgeon General. 1999. <http://www.surgeongeneral.gov/library/me...> Rose, Nickolas. Governing the Soul; The Shaping of the Private Self. London: Routledge, 1990. Links http://www.drugstore.com http://psychcentral.com/library/depression_faq.htm http://www.wikipedia.com/wiki/DSM-IV http://www.nimh.nih.gov/publicat/depression.cfm http://www.livinglifebetter.com/src/htdocs/index.asp?keyword=depression_index http://my.webmd.com http://www.mentalhealth.com http://www.surgeongeneral.gov/library/mentalhealth/home.html http://www.prozac.com http://my.webmd.com/ http://www.a-silver-lining.org/BPNDepth/criteria_d.html#MDD http://psychcentral.com/depquiz.htm Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Gardner, Paula. "The Perpetually Sick Self" M/C: A Journal of Media and Culture 5.5 (2002). [your date of access] < http://www.media-culture.org.au/mc/0210/Gardner.html &gt. Chicago Style Gardner, Paula, "The Perpetually Sick Self" M/C: A Journal of Media and Culture 5, no. 5 (2002), < http://www.media-culture.org.au/mc/0210/Gardner.html &gt ([your date of access]). APA Style Gardner, Paula. (2002) The Perpetually Sick Self. M/C: A Journal of Media and Culture 5(5). < http://www.media-culture.org.au/mc/0210/Gardner.html &gt ([your date of access]).

Abstract:

Introduction The first “Aquarius Festival” came together in Canberra, at the Australian National University, in the autumn of 1971 and was reprised in 1973 in the small rural town of Nimbin, in northern New South Wales. Both events reflected the Zeitgeist in what was, in some ways, an inchoate expression of the so-called “counterculture” (Roszak). Rather than attempting to analyse the counterculture as a discrete movement with a definable history, I enlist the theory of cultural memes to read the counter culture as a Dawkinsian cluster meme, with this paper offered as “testimonio”, a form of quasi-political memoir that views shifts in the culture through the lens of personal experience (Zimmerman, Yúdice). I track an evolving personal, “internal” topography and map its points of intersection with the radical social, political and cultural changes spawned by the “consciousness revolution” that was an integral part of the counterculture emerging in the 1970s. I focus particularly on the notion of “consciousness raising”, as a Dawkinsian memetic replicator, in the context of the idealistic notions of the much-heralded “New Age” of Aquarius, and propose that this meme has been a persistent feature of the evolution of the “meme cluster” known as the counterculture. Mimesis and the Counterculture Since evolutionary biologist Richard Dawkins floated the notion of cultural memes as a template to account for the evolution of ideas within political cultures, a literature of commentary and criticism has emerged that debates the strengths and weaknesses of his proposed model and its application across a number of fields. I borrow the notion to trace the influence of a set of memes that clustered around the emergence of what writer Marilyn Ferguson called The Aquarian Conspiracy, in her 1980 book of that name. Ferguson’s text, subtitled Personal and Social Transformation in Our Time, was a controversial attempt to account for what was known as the “New Age” movement, with its late millennial focus on social and personal transformation. That focus leads me to approach the counterculture (a term first floated by Theodore Roszak) less as a definable historical movement and more as a cluster of aspirational tropes expressing a range of aspects or concerns, from the overt political activism through to experimental technologies for the transformation of consciousness, and all characterised by a critical interrogation of, and resistance to, conventional social norms (Ferguson’s “personal and social transformation”). With its more overtly “spiritual” focus, I read the “New Age” meme, then, as a sub-set of this “cluster meme”, the counterculture. In my reading, “New Age” and “counterculture” overlap, sharing persistent concerns and a broad enough tent to accommodate the serious—the combative political action of Students for a Democratic Society (SDS), say, (see Elbaum)—to the light-hearted—the sport of frisbee for example (Stancil). The interrogation of conventional social and political norms inherited from previous generations was a prominent strategy across both movements. Rather than offering a sociological analysis or history of the ragbag counterculture, per se, my discussion here focuses in on the particular meme of “consciousness raising” within that broader set of cultural shifts, some of which were sustained in their own right, some dropping away, and many absorbed into the dominant mainstream culture. Dawkins use of the term “meme” was rooted in the Greek mimesis, to emphasise the replication of an idea by imitation, or copying. He likened the way ideas survive and change in human culture to the natural selection of genes in biological evolution. While the transmission of memes does not depend on a physical medium, such as the DNA of biology, they replicate with a greater or lesser degree of success by harnessing human social media in a kind of “infectivity”, it is argued, through “contagious” repetition among human populations. Dawkins proposed that just as biological organisms could be said to act as “hosts” for replicating genes, in the same way people and groups of people act as hosts for replicating memes. Even before Dawkins floated his term, French biologist Jacques Monod wrote that ideas have retained some of the properties of organisms. Like them, they tend to perpetuate their structure and to breed; they too can fuse, recombine, segregate their content; indeed they too can evolve, and in this evolution selection must surely play an important role. (165, emphasis mine) Ideas have power, in Monod’s analysis: “They interact with each other and with other mental forces in the same brain, in neighbouring brains, and thanks to global communication, in far distant, foreign brains” (Monod, cited in Gleick). Emblematic of the counterculture were various “New Age” phenomena such as psychedelic drugs, art and music, with the latter contributing the “Aquarius” meme, whose theme song came from the stage musical (and later, film) Hair, and particularly the lyric that runs: “This is the dawning of the Age of Aquarius”. The Australian Aquarius Festivals of 1971 and 1973 explicitly invoked this meme in the way identified by Monod and the “Aquarius” meme resonated even in Australia. Problematising “Aquarius” As for the astrological accuracy of the “Age of Aquarius meme”, professional astrologers argue about its dating, and the qualities that supposedly characterise it. When I consulted with two prominent workers in this field for the preparation of this article, I was astonished to find their respective dating of the putative Age of Aquarius were centuries apart! What memes were being “hosted” here? According to the lyrics: When the moon is in the seventh house And Jupiter aligns with Mars Then peace will guide the planets And love will steer the stars. (Hair) My astrologer informants assert that the moon is actually in the seventh house twice every year, and that Jupiter aligns with Mars every two years. Yet we are still waiting for the outbreak of peace promised according to these astrological conditions. I am also informed that there’s no “real” astrological underpinning for the aspirations of the song’s lyrics, for an astrological “Age” is not determined by any planet but by constellations rising, they tell me. Most important, contrary to the aspirations embodied in the lyrics, peace was not guiding the planets and love was not about to “steer the stars”. For Mars is not the planet of love, apparently, but of war and conflict and, empowered with the expansiveness of Jupiter, it was the forceful aggression of a militaristic mind-set that actually prevailed as the “New Age” supposedly dawned. For the hippified summer of love had taken a nosedive with the tragic events at the Altamont speedway, near San Francisco in 1969, when biker gangs, enlisted to provide security for a concert performance by The Rolling Stones allegedly provoked violence, marring the event and contributing to a dawning disillusionment (for a useful coverage of the event and its historical context see Dalton). There was a lot of far-fetched poetic licence involved in this dreaming, then, but memes, according to Nikos Salingaros, are “greatly simplified versions of patterns”. “The simpler they are, the faster they can proliferate”, he writes, and the most successful memes “come with a great psychological appeal” (243, 260; emphasis mine). What could be retrieved from this inchoate idealism? Harmony and understanding Sympathy and trust abounding No more falsehoods or derisions Golden living dreams of visions Mystic crystal revelation And the mind’s true liberation Aquarius, Aquarius. (Hair) In what follows I want to focus on this notion: “mind’s true liberation” by tracing the evolution of this project of “liberating” the mind, reflected in my personal journey. Nimbin and Aquarius I had attended the first Aquarius Festival, which came together in Canberra, at the Australian National University, in the autumn of 1971. I travelled there from Perth, overland, in a Ford Transit van, among a raggedy band of tie-dyed hippie actors, styled as The Campus Guerilla Theatre Troupe, re-joining our long-lost sisters and brothers as visionary pioneers of the New Age of Aquarius. Our visions were fueled with a suitcase full of potent Sumatran “buddha sticks” and, contrary to Biblical prophesies, we tended to see—not “through a glass darkly” but—in psychedelic, pop-, and op-art explosions of colour. We could see energy, man! Two years later, I found myself at the next Aquarius event in Nimbin, too, but by that time I inhabited a totally different mind-zone, albeit one characterised by the familiar, intense idealism. In the interim, I had been arrested in 1971 while “tripping out” in Sydney on potent “acid”, or LSD (Lysergic acid diethylamide); had tried out political engagement at the Pram Factory Theatre in Melbourne; had camped out in protest at the flooding of Lake Pedder in the Tasmanian wilderness; met a young guru, started meditating, and joined “the ashram”—part of the movement known as the Divine Light Mission, which originated in India and was carried to the “West” (including Australia) by an enthusiastic and evangelical following of drug-toking drop-outs who had been swarming through India intent on escaping the dominant culture of the military-industrial complex and the horrors of the Vietnam War. Thus, by the time of the 1973 event in Nimbin, while other festival participants were foraging for “gold top” magic mushrooms in farmers’ fields, we devotees had put aside such chemical interventions in conscious awareness to dig latrines (our “service” project for the event) and we invited everyone to join us for “satsang” in the yellow, canvas-covered, geodesic dome, to attend to the message of peace. The liberation meme had shifted through a mutation that involved lifestyle-changing choices that were less about alternative approaches to sustainable agriculture and more about engaging directly with “mind’s true liberation”. Raising Consciousness What comes into focus here is the meme of “consciousness raising”, which became the persistent project within which I lived and worked and had my being for many years. Triggered initially by the ingestion of those psychedelic substances that led to my shocking encounter with the police, the project was carried forward into the more disciplined environs of my guru’s ashrams. However, before my encounter with sustained spiritual practice I had tried to work the shift within the parameters of an ostensibly political framework. “Consciousness raising” was a form of political activism borrowed from the political sphere. Originally generated by Mao Zedong in China during the revolutionary struggle to overthrow the vested colonial interests that were choking Chinese nationalism in the 1940s, to our “distant, foreign brains” (Monod), as Western revolutionary romantics, Chairman Mao and his Little Red Book were taken up, in a kind of international counterculture solidarity with revolutionaries everywhere. It must be admitted, this solidarity was a fairly superficial gesture. Back in China it might be construed as part of a crude totalitarian campaign to inculcate Marxist-Leninist political ideas among the peasant classes (see Compestine for a fictionalised account of traumatic times; Han Suyin’s long-form autobiography—an early example of testimonio as personal and political history—offers an unapologetic account of a struggle not usually construed as sympathetically by Western commentators). But the meme (and the processes) of consciousness raising were picked up by feminists in the United States in the late 1960s and into the 1970s (Brownmiller 21) and it was in this form I encountered it as an actor with the politically engaged theatre troupe, The Australian Performing Group, at Carlton’s Pram Factory Theatre in late 1971. The Performance Group I performed as a core member of the Group in 1971-72. Decisions as to which direction the Group should take were to be made as a collective, and the group veered towards anarchy. Most of the women were getting together outside of the confines of the Pram Factory to raise their consciousness within the Carlton Women’s Liberation Cell Group. While happy that the sexual revolution was reducing women’s sexual inhibitions, some of the men at the Factory were grumbling into their beer, disturbed that intimate details of their private lives—and their sexual performance—might be disclosed and raked over by a bunch of radical feminists. As they began to demand equal rights to orgasm in the bedroom, the women started to seek equal access within the performance group, too. They requested rehearsal time to stage the first production by the Women’s Theatre Group, newly formed under the umbrella of the wider collective. As all of the acknowledged writers in the Group so far were men—some of whom had not kept pace in consciousness raising—scripts tended to be viewed as part of a patriarchal plot, so Betty Can Jump was an improvised piece, with the performance material developed entirely by the cast in workshop-style rehearsals, under the direction of Kerry Dwyer (see Blundell, Zuber-Skerritt 21, plus various contributors at www.pramfactory.com/memoirsfolder/). I was the only male in the collective included in the cast. Several women would have been more comfortable if no mere male were involved at all. My gendered attitudes would scarcely have withstood a critical interrogation but, as my partner was active in launching the Women’s Electoral Lobby, I was given the benefit of the doubt. Director Kerry Dwyer liked my physicalised approach to performance (we were both inspired by the “poor theatre” of Jerzy Grotowski and the earlier surrealistic theories of Antonin Artaud), and I was cast to play all the male parts, whatever they would be. Memorable material came up in improvisation, much of which made it into the performances, but my personal favorite didn’t make the cut. It was a sprawling movement piece where I was “born” out of a symbolic mass of writhing female bodies. It was an arduous process and, after much heaving and huffing, I emerged from the birth canal stammering “SSSS … SSSS … SSMMMO-THER”! The radical reversioning of culturally authorised roles for women has inevitably, if more slowly, led to a re-thinking of the culturally approved and reinforced models of masculinity, too, once widely accepted as entirely biologically ordained rather than culturally constructed. But the possibility of a queer re-versioning of gender would be recognised only slowly. Liberation Meanwhile, Dennis Altman was emerging as an early spokesman for gay, or homosexual, liberation and he was invited to address the collective. Altman’s stirring book, Homosexual: Oppression and Liberation, had recently been published, but none of us had read it. Radical or not, the Group had shown little evidence of sensitivity to gender-queer issues. My own sexuality was very much “oppressed” rather than liberated and I would have been loath to use “queer” to describe myself. The term “homosexual” was fraught with pejorative, quasi-medical associations and, in a collective so divided across strict and sometimes hostile gender boundaries, deviant affiliations got short shrift. Dennis was unsure of his reception before this bunch of apparent “heteros”. Sitting at the rear of the meeting, I admired his courage. It took more self-acceptance than I could muster to confront the Group on this issue at the time. Somewhere in the back of my mind, “homosexuality” was still something I was supposed to “get over”, so I failed to respond to Altman’s implicit invitation to come out and join the party. The others saw me in relationship with a woman and whatever doubts they might have carried about the nature of my sexuality were tactfully suspended. Looking back, I am struck by the number of simultaneous poses I was trying to maintain: as an actor; as a practitioner of an Artaudian “theatre of cruelty”; as a politically committed activist; and as a “hetero”-sexual. My identity was an assemblage of entities posing as “I”; it was as if I were performing a self. Little gay boys are encouraged from an early age to hide their real impulses, not only from others—in the very closest circle, the family; at school; among one’s peers—but from themselves, too. The coercive effects of shaming usually fix the denial into place in our psyches before we have any intellectual (or political) resources to consider other options. Growing up trying to please, I hid my feelings. In my experience, it could be downright dangerous to resist the subtle and gross coercions that applied around gender normativity. The psychoanalyst D. W. Winnicott, of the British object-relations school, argues that when the environment does not support the developing personality and requires the person to sacrifice his or her own spontaneous needs to adapt to environmental demands, there is not even a resting-place for individual experience and the result is a failure in the primary narcissistic state to evolve an individual. The “individual” then develops as an extension of the shell rather than that of the core [...] What there is left of a core is hidden away and is difficult to find even in the most far-reaching analysis. The individual then exists by not being found. The true self is hidden, and what we have to deal with clinically is the complex false self whose function is to keep this true self hidden. (212) How to connect to that hidden core, then? “Mind’s true liberation...” Alienated from the performative version of selfhood, but still inspired by the promise of liberation, even in the “fuzzy” form for which my inchoate hunger yearned (sexual liberation? political liberation? mystical liberation?), I was left to seek out a more authentic basis for selfhood, one that didn’t send me spinning along the roller-coaster of psychedelic drugs, or lie to me with the nostrums of a toxic, most forms of which would deny me, as a sexual, moral and legal pariah, the comforts of those “anchorage points to the social matrix” identified by Soddy (cited in Mol 58). My spiritual inquiry was “counter” to these institutionalised models of religious culture. So, I began to read my way through a myriad of books on comparative religion. And to my surprise, rather than taking up with the religions of antique cultures, instead I encountered a very young guru, initially as presented in a simply drawn poster in the window of Melbourne’s only vegetarian restaurant (Shakahari, in Carlton). “Are you hungry and tired of reading recipe books?” asked the figure in the poster. I had little sense of where that hunger would lead me, but it seemed to promise a fulfilment in ways that the fractious politics of the APG offered little nourishment. So, while many of my peers in the cities chose to pursue direct political action, and others experimented with cooperative living in rural communes, I chose the communal lifestyle of the ashram. In these different forms, then, the conscious raising meme persisted when other challenges raised by the counterculture either faded or were absorbed in the mainstream. I finally came to realise that the intense disillusionment process I had been through (“dis-illusionment” as the stripping away of illusions) was the beginning of awakening, in effect a “spiritual initiation” into a new way of seeing myself and my “place” in the world. Buddhist teachers might encourage this very kind of stripping away of false notions as part of their teaching, so the aspiration towards the “true liberation” of the mind expressed in the Aquarian visioning might be—and in my case, actually has been and continues to be—fulfilled to a very real extent. Gurus and the entire turn towards Eastern mysticism were part of the New Age meme cluster prevailing during the early 1970s, but I was fortunate to connect with an enduring set of empirical practices that haven’t faded with the fashions of the counterculture. A good guitarist would never want to play in public without first tuning her instrument. In a similar way, it is now possible for me to tune my mind back to a deeper, more original source of being than the socially constructed sense of self, which had been so fraught with conflicts for me. I have discovered that before gender, and before sexuality, in fact, pulsing away behind the thicket of everyday associations, there is an original, unconditioned state of beingness, the awareness of which can be reclaimed through focused meditation practices, tested in a wide variety of “real world” settings. For quite a significant period of time I worked as an instructor in the method on behalf of my guru, or mentor, travelling through a dozen or so countries, and it was through this exposure that I was able to observe that the practices worked independently of culture and that “mind’s true liberation” was in many ways a de-programming of cultural indoctrinations (see Marsh, 2014, 2013, 2011 and 2007 for testimony of this process). In Japan, Zen roshi might challenge their students with the koan: “Show me your original face, before you were born!” While that might seem to be an absurd proposal, I am finding that there is a potential, if unexpected, liberation in following through such an inquiry. As “hokey” as the Aquarian meme-set might have been, it was a reflection of the idealistic hope that characterised the cluster of memes that aggregated within the counterculture, a yearning for healthier life choices than those offered by the toxicity of the military-industrial complex, the grossly exploitative effects of rampant Capitalism and a politics of cynicism and domination. The meme of the “true liberation” of the mind, then, promised by the heady lyrics of a 1970s hippie musical, has continued to bear fruit in ways that I could not have imagined. References Altman, Dennis. Homosexual Oppression and Liberation. Sydney: Angus & Robertson, 1972. Blundell, Graeme. The Naked Truth: A Life in Parts. Sydney: Hachette, 2011. Brownmiller, Susan. In Our Time: Memoir of a Revolution. New York: The Dial Press, 1999. Compestine, Ying Chang. Revolution Is Not a Dinner Party. New York: Square Fish, 2009. Dalton, David. “Altamont: End of the Sixties, Or Big Mix-Up in the Middle of Nowhere?” Gadfly Nov/Dec 1999. April 2014 ‹http://www.gadflyonline.com/archive/NovDec99/archive-altamont.html›. Dawkins, Richard. The Selfish Gene. Oxford: Oxford UP, 1976. Elbaum, Max. Revolution in the Air: Sixties Radicals Turn to Lenin, Mao and Che. London and New York: Verso, 2002. Ferguson, Marilyn. The Aquarian Conspiracy. Los Angeles: Tarcher Putnam, 1980. Gleick, James. “What Defines a Meme?” Smithsonian Magazine 2011. April 2014 ‹http://www.smithsonianmag.com/arts-culture/What-Defines-a Meme.html›. Hair, The American Tribal Love Rock Musical. Prod. Michael Butler. Book by Gerome Ragni and James Rado; Lyrics by Gerome Ragni and James Rado; Music by Galt MacDermot; Musical Director: Galt MacDermot. 1968. Han, Suyin. The Crippled Tree. 1965. Reprinted. Chicago: Academy Chicago P, 1985. ---. A Mortal Flower. 1966. Reprinted. Chicago: Academy Chicago P, 1985. ---. Birdless Summer. 1968. Reprinted. Chicago: Academy Chicago P, 1985. ---. The Morning Deluge: Mao TseTung and the Chinese Revolution 1893-1954. Boston: Little Brown, 1972. ---. My House Has Two Doors. New York: Putnam, 1980. Marsh, Victor. The Boy in the Yellow Dress. Melbourne: Clouds of Magellan Press, 2014. ---. “A Touch of Silk: A (Post)modern Faerie Tale.” Griffith Review 42: Once Upon a Time in Oz (Oct. 2013): 159-69. ---. “Bent Kid, Straight World: Life Writing and the Reconfiguration of ‘Queer’.” TEXT: Journal of Writing and Writing Courses 15.1 (April 2011). ‹http://www.textjournal.com.au/april11/marsh.htm›. ---. “The Boy in the Yellow Dress: Re-framing Subjectivity in Narrativisations of the Queer Self.“ Life Writing 4.2 (Oct. 2007): 263-286. Mol, Hans. Identity and the Sacred: A Sketch for a New Social-Scientific Theory of Religion. Oxford: Blackwell, 1976. Monod, Jacques. Chance and Necessity: An Essay on the Natural Philosophy of Modern Biology. New York: Alfred A. Knopf, 1970. Roszak, Theodore. The Making of a Counter Culture: Reflections on the Technocratic Society and Its Youthful Opposition. New York: Doubleday, 1968. Salingaros, Nikos. Theory of Architecture. Solingen: Umbau-Verlag, 2006. Stancil, E.D., and M.D. Johnson. Frisbee: A Practitioner’s Manual and Definitive Treatise. New York: Workman, 1975 Winnicott, D.W. Through Paediatrics to Psycho-Analysis: Collected Papers. 1958. London: Hogarth Press, 1975. Yúdice, George. “Testimonio and Postmodernism.” Latin American Perspectives 18.3 (1991): 15-31. Zimmerman, Marc. “Testimonio.” The Sage Encyclopedia of Social Science Research Methods. Eds. Michael S. Lewis-Beck, Alan Bryman and Tim Futing Liao. London: Sage Publications, 2003. Zuber-Skerritt, Ortrun, ed. Australian Playwrights: David Williamson. Amsterdam: Rodolpi, 1988.

Abstract:

augmentvb [ɔːgˈmɛnt]1. to make or become greater in number, amount, strength, etc.; increase2. Music: to increase (a major or perfect interval) by a semitone (Collins English Dictionary 107) Almost everything associated with Robert Johnson has been subject to some form of augmentation. His talent as a musician and songwriter has been embroidered by myth-making. Johnson’s few remaining artefacts—his photographic images, his grave site, other physical records of his existence—have attained the status of reliquary. Even the integrity of his forty-two surviving recordings is now challenged by audiophiles who posit they were musically and sonically augmented by speeding up—increasing the tempo and pitch. This article documents the promulgation of myth in the life and music of Robert Johnson. His disputed photographic images are cited as archetypal contested artefacts, augmented both by false claims and genuine new discoveries—some of which suggest Johnson’s cultural magnetism is so compelling that even items only tenuously connected to his work draw significant attention. Current challenges to the musical integrity of Johnson’s original recordings, that they were “augmented” in order to raise the tempo, are presented as exemplars of our on-going fascination with his life and work. Part literature review, part investigative history, it uses the phenomenon of augmentation as a prism to shed new light on this enigmatic figure. Johnson’s obscurity during his lifetime, and for twenty-three years after his demise in 1938, offered little indication of his future status as a musical legend: “As far as the evolution of black music goes, Robert Johnson was an extremely minor figure, and very little that happened in the decades following his death would have been affected if he had never played a note” (Wald, Escaping xv). Such anonymity allowed those who first wrote about his music to embrace and propagate the myths that grew around this troubled character and his apparently “supernatural” genius. Johnson’s first press notice, from a pseudonymous John Hammond writing in The New Masses in 1937, spoke of a mysterious character from “deepest Mississippi” who “makes Leadbelly sound like an accomplished poseur” (Prial 111). The following year Hammond eulogised the singer in profoundly romantic terms: “It still knocks me over when I think of how lucky it is that a talent like his ever found its way to phonograph records […] Johnson died last week at precisely the moment when Vocalion scouts finally reached him and told him that he was booked to appear at Carnegie Hall” (19). The visceral awe experienced by subsequent generations of Johnson aficionados seems inspired by the remarkable capacity of his recordings to transcend space and time, reaching far beyond their immediate intended audience. “Johnson’s music changed the way the world looked to me,” wrote Greil Marcus, “I could listen to nothing else for months.” The music’s impact originates, at least in part, from the ambiguity of its origins: “I have the feeling, at times, that the reason Johnson has remained so elusive is that no one has been willing to take him at his word” (27-8). Three decades later Bob Dylan expressed similar sentiments over seven detailed pages of Chronicles: From the first note the vibrations from the loudspeaker made my hair stand up … it felt like a ghost had come into the room, a fearsome apparition …When he sings about icicles hanging on a tree it gives me the chills, or about milk turning blue … it made me nauseous and I wondered how he did that … It’s hard to imagine sharecroppers or plantation field hands at hop joints, relating to songs like these. You have to wonder if Johnson was playing for an audience that only he could see, one off in the future. (282-4) Such ready invocation of the supernatural bears witness to the profundity and resilience of the “lost bluesman” as a romantic trope. Barry Lee Pearson and Bill McCulloch have produced a painstaking genealogy of such a-historical misrepresentation. Early contributors include Rudi Blesch, Samuel B Charters, Frank Driggs’ liner notes for Johnson’s King of the Delta Blues Singers collection, and critic Pete Welding’s prolific 1960s output. Even comparatively recent researchers who ostensibly sought to demystify the legend couldn’t help but embellish the narrative. “It is undeniable that Johnson was fascinated with and probably obsessed by supernatural imagery,” asserted Robert Palmer (127). For Peter Guralnick his best songs articulate “the debt that must be paid for art and the Faustian bargain that Johnson sees at its core” (43). Contemporary scholarship from Pearson and McCulloch, James Banninghof, Charles Ford, and Elijah Wald has scrutinised Johnson’s life and work on a more evidential basis. This process has been likened to assembling a complicated jigsaw where half the pieces are missing: The Mississippi Delta has been practically turned upside down in the search for records of Robert Johnson. So far only marriage application signatures, two photos, a death certificate, a disputed death note, a few scattered school documents and conflicting oral histories of the man exist. Nothing more. (Graves 47) Such material is scrappy and unreliable. Johnson’s marriage licenses and his school records suggest contradictory dates of birth (Freeland 49). His death certificate mistakes his age—we now know that Johnson inadvertently founded another rock myth, the “27 Club” which includes fellow guitarists Brian Jones, Jimi Hendrix and Kurt Cobain (Wolkewitz et al., Segalstad and Hunter)—and incorrectly states he was single when he was twice widowed. A second contemporary research strand focuses on the mythmaking process itself. For Eric Rothenbuhler the appeal of Johnson’s recordings lies in his unique “for-the-record” aesthetic, that foreshadowed playing and song writing standards not widely realised until the 1960s. For Patricia Schroeder Johnson’s legend reveals far more about the story-tellers than it does the source—which over time has become “an empty center around which multiple interpretations, assorted viewpoints, and a variety of discourses swirl” (3). Some accounts of Johnson’s life seem entirely coloured by their authors’ cultural preconceptions. The most enduring myth, Johnson’s “crossroads” encounter with the Devil, is commonly redrawn according to the predilections of those telling the tale. That this story really belongs to bluesman Tommy Johnson has been known for over four decades (Evans 22), yet it was mistakenly attributed to Robert as recently as 1999 in French blues magazine Soul Bag (Pearson and McCulloch 92-3). Such errors are, thankfully, becoming less common. While the movie Crossroads (1986) brazenly appropriated Tommy’s story, the young walking bluesman in Oh, Brother, Where Art Thou? (2000) faithfully proclaims his authentic identity: “Thanks for the lift, sir. My name's Tommy. Tommy Johnson […] I had to be at that crossroads last midnight. Sell my soul to the devil.” Nevertheless the “supernatural” constituent of Johnson’s legend remains an irresistible framing device. It inspired evocative footage in Peter Meyer’s Can’t You Hear the Wind Howl? The Life and Music of Robert Johnson (1998). Even the liner notes to the definitive Sony Music Robert Johnson: The Centennial Edition celebrate and reclaim his myth: nothing about this musician is more famous than the word-of-mouth accounts of him selling his soul to the devil at a midnight crossroads in exchange for his singular mastery of blues guitar. It has become fashionable to downplay or dismiss this account nowadays, but the most likely source of the tale is Johnson himself, and the best efforts of scholars to present this artist in ordinary, human terms have done little to cut through the mystique and mystery that surround him. Repackaged versions of Johnson’s recordings became available via Amazon.co.uk and Spotify when they fell out of copyright in the United Kingdom. Predictable titles such as Contracted to the Devil, Hellbound, Me and the Devil Blues, and Up Jumped the Devil along with their distinctive “crossroads” artwork continue to demonstrate the durability of this myth [1]. Ironically, Johnson’s recordings were made during an era when one-off exhibited artworks (such as his individual performances of music) first became reproducible products. Walter Benjamin famously described the impact of this development: that which withers in the age of mechanical reproduction is the aura of the work of art […] the technique of reproduction detaches the reproduced object from the domain of tradition. By making many reproductions it substitutes a plurality of copies for a unique existence. (7) Marybeth Hamilton drew on Benjamin in her exploration of white folklorists’ efforts to document authentic pre-modern blues culture. Such individuals sought to preserve the intensity of the uncorrupted and untutored black voice before its authenticity and uniqueness could be tarnished by widespread mechanical reproduction. Two artefacts central to Johnson’s myth, his photographs and his recorded output, will now be considered in that context. In 1973 researcher Stephen LaVere located two pictures in the possession of his half–sister Carrie Thompson. The first, a cheap “dime store” self portrait taken in the equivalent of a modern photo booth, shows Johnson around a year into his life as a walking bluesman. The second, taken in the Hooks Bros. studio in Beale Street, Memphis, portrays a dapper and smiling musician on the eve of his short career as a Vocalion recording artist [2]. Neither was published for over a decade after their “discovery” due to fears of litigation from a competing researcher. A third photograph remains unpublished, still owned by Johnson’s family: The man has short nappy hair; he is slight, one foot is raised, and he is up on his toes as though stretching for height. There is a sharp crease in his pants, and a handkerchief protrudes from his breast pocket […] His eyes are deep-set, reserved, and his expression forms a half-smile, there seems to be a gentleness about him, his fingers are extraordinarily long and delicate, his head is tilted to one side. (Guralnick 67) Recently a fourth portrait appeared, seemingly out of nowhere, in Vanity Fair. Vintage guitar seller Steven Schein discovered a sepia photograph labelled “Old Snapshot Blues Guitar B. B. King???” [sic] while browsing Ebay and purchased it for $2,200. Johnson’s son positively identified the image, and a Houston Police Department forensic artist employed face recognition technology to confirm that “all the features are consistent if not identical” (DiGiacomo 2008). The provenance of this photograph remains disputed, however. Johnson’s guitar appears overly distressed for what would at the time be a new model, while his clothes reflect an inappropriate style for the period (Graves). Another contested “Johnson” image found on four seconds of silent film showed a walking bluesman playing outside a small town cinema in Ruleville, Mississippi. It inspired Bob Dylan to wax lyrical in Chronicles: “You can see that really is Robert Johnson, has to be – couldn’t be anyone else. He’s playing with huge, spiderlike hands and they magically move over the strings of his guitar” (287). However it had already been proved that this figure couldn’t be Johnson, because the background movie poster shows a film released three years after the musician’s death. The temptation to wish such items genuine is clearly a difficult one to overcome: “even things that might have been Robert Johnson now leave an afterglow” (Schroeder 154, my italics). Johnson’s recordings, so carefully preserved by Hammond and other researchers, might offer tangible and inviolate primary source material. Yet these also now face a serious challenge: they run too rapidly by a factor of up to 15 per cent (Gibbens; Wilde). Speeding up music allowed early producers to increase a song’s vibrancy and fit longer takes on to their restricted media. By slowing the recording tempo, master discs provided a “mother” print that would cause all subsequent pressings to play unnaturally quickly when reproduced. Robert Johnson worked for half a decade as a walking blues musician without restrictions on the length of his songs before recording with producer Don Law and engineer Vincent Liebler in San Antonio (1936) and Dallas (1937). Longer compositions were reworked for these sessions, re-arranging and edited out verses (Wald, Escaping). It is also conceivable that they were purposefully, or even accidentally, sped up. (The tempo consistency of machines used in early field recordings across the South has often been questioned, as many played too fast or slow (Morris).) Slowed-down versions of Johnson’s songs from contributors such as Angus Blackthorne and Ron Talley now proliferate on YouTube. The debate has fuelled detailed discussion in online blogs, where some contributors to specialist audio technology forums have attempted to decode a faintly detectable background hum using spectrum analysers. If the frequency of the alternating current that powered Law and Liebler’s machine could be established at 50 or 60 Hz it might provide evidence of possible tempo variation. A peak at 51.4 Hz, one contributor argues, suggests “the recordings are 2.8 per cent fast, about half a semitone” (Blischke). Such “augmentation” has yet to be fully explored in academic literature. Graves describes the discussion as “compelling and intriguing” in his endnotes, concluding “there are many pros and cons to the argument and, indeed, many recordings over the years have been speeded up to make them seem livelier” (124). Wald ("Robert Johnson") provides a compelling and detailed counter-thesis on his website, although he does acknowledge inconsistencies in pitch among alternate master takes of some recordings. No-one who actually saw Robert Johnson perform ever called attention to potential discrepancies between the pitch of his natural and recorded voice. David “Honeyboy” Edwards, Robert Lockwood Jr. and Johnny Shines were all interviewed repeatedly by documentarians and researchers, but none ever raised the issue. Conversely Johnson’s former girlfriend Willie Mae Powell was visibly affected by the familiarity in his voice on hearing his recording of the tune Johnson wrote for her, “Love in Vain”, in Chris Hunt’s The Search for Robert Johnson (1991). Clues might also lie in the natural tonality of Johnson’s instrument. Delta bluesmen who shared Johnson’s repertoire and played slide guitar in his style commonly used a tuning of open G (D-G-D-G-B-G). Colloquially known as “Spanish” (Gordon 2002, 38-42) it offers a natural home key of G major for slide guitar. We might therefore expect Johnson’s recordings to revolve around the tonic (G) or its dominant (D) -however almost all of his songs are a full tone higher, in the key of A or its dominant E. (The only exceptions are “They’re Red Hot” and “From Four Till Late” in C, and “Love in Vain” in G.) A pitch increase such as this might be consistent with an increase in the speed of these recordings. Although an alternative explanation might be that Johnson tuned his strings particularly tightly, which would benefit his slide playing but also make fingering notes and chords less comfortable. Yet another is that he used a capo to raise the key of his instrument and was capable of performing difficult lead parts in relatively high fret positions on the neck of an acoustic guitar. This is accepted by Scott Ainslie and Dave Whitehill in their authoritative volume of transcriptions At the Crossroads (11). The photo booth self portrait of Johnson also clearly shows a capo at the second fret—which would indeed raise open G to open A (in concert pitch). The most persuasive reasoning against speed tampering runs parallel to the argument laid out earlier in this piece, previous iterations of the Johnson myth have superimposed their own circumstances and ignored the context and reality of the protagonist’s lived experience. As Wald argues, our assumptions of what we think Johnson ought to sound like have little bearing on what he actually sounded like. It is a compelling point. When Son House, Skip James, Bukka White, and other surviving bluesmen were “rediscovered” during the 1960s urban folk revival of North America and Europe they were old men with deep and resonant voices. Johnson’s falsetto vocalisations do not, therefore, accord with the commonly accepted sound of an authentic blues artist. Yet Johnson was in his mid-twenties in 1936 and 1937; a young man heavily influenced by the success of other high pitched male blues singers of his era. people argue that what is better about the sound is that the slower, lower Johnson sounds more like Son House. Now, House was a major influence on Johnson, but by the time Johnson recorded he was not trying to sound like House—an older player who had been unsuccessful on records—but rather like Leroy Carr, Casey Bill Weldon, Kokomo Arnold, Lonnie Johnson, and Peetie Wheatstraw, who were the big blues recording stars in the mid–1930s, and whose vocal styles he imitated on most of his records. (For example, the ooh-well-well falsetto yodel he often used was imitated from Wheatstraw and Weldon.) These singers tended to have higher, smoother voices than House—exactly the sound that Johnson seems to have been going for, and that the House fans dislike. So their whole argument is based on the fact that they prefer the older Delta sound to the mainstream popular blues sound of the 1930s—or, to put it differently, that their tastes are different from Johnson’s own tastes at the moment he was recording. (Wald, "Robert Johnson") Few media can capture an audible moment entirely accurately, and the idea of engineering a faithful reproduction of an original performance is also only one element of the rationale for any recording. Commercial engineers often aim to represent the emotion of a musical moment, rather than its totality. John and Alan Lomax may have worked as documentarians, preserving sound as faithfully as possible for the benefit of future generations on behalf of the Library of Congress. Law and Liebler, however, were producing exciting and profitable commercial products for a financial gain. Paradoxically, then, whatever the “real” Robert Johnson sounded like (deeper voice, no mesmeric falsetto, not such an extraordinarily adept guitar player, never met the Devil … and so on) the mythical figure who “sold his soul at the crossroads” and shipped millions of albums after his death may, on that basis, be equally as authentic as the original. Schroeder draws on Mikhail Bakhtin to comment on such vacant yet hotly contested spaces around the Johnson myth. For Bakhtin, literary texts are ascribed new meanings by consecutive generations as they absorb and respond to them. Every age re–accentuates in its own way the works of its most immediate past. The historical life of classic works is in fact the uninterrupted process of their social and ideological re–accentuation [of] ever newer aspects of meaning; their semantic content literally continues to grow, to further create out of itself. (421) In this respect Johnson’s legend is a “classic work”, entirely removed from its historical life, a free floating form re-contextualised and reinterpreted by successive generations in order to make sense of their own cultural predilections (Schroeder 57). As Graves observes, “since Robert Johnson’s death there has seemed to be a mathematical equation of sorts at play: the less truth we have, the more myth we get” (113). The threads connecting his real and mythical identity seem so comprehensively intertwined that only the most assiduous scholars are capable of disentanglement. Johnson’s life and work seem destined to remain augmented and contested for as long as people want to play guitar, and others want to listen to them. Notes[1] Actually the dominant theme of Johnson’s songs is not “the supernatural” it is his inveterate womanising. Almost all Johnson’s lyrics employ creative metaphors to depict troubled relationships. Some even include vivid images of domestic abuse. In “Stop Breakin’ Down Blues” a woman threatens him with a gun. In “32–20 Blues” he discusses the most effective calibre of weapon to shoot his partner and “cut her half in two.” In “Me and the Devil Blues” Johnson promises “to beat my woman until I get satisfied”. However in The Lady and Mrs Johnson five-time W. C. Handy award winner Rory Block re-wrote these words to befit her own cultural agenda, inverting the original sentiment as: “I got to love my baby ‘til I get satisfied”.[2] The Gibson L-1 guitar featured in Johnson’s Hooks Bros. portrait briefly became another contested artefact when it appeared in the catalogue of a New York State memorabilia dealership in 2006 with an asking price of $6,000,000. The Australian owner had apparently purchased the instrument forty years earlier under the impression it was bona fide, although photographic comparison technology showed that it couldn’t be genuine and the item was withdrawn. “Had it been real, I would have been able to sell it several times over,” Gary Zimet from MIT Memorabilia told me in an interview for Guitarist Magazine at the time, “a unique item like that will only ever increase in value” (Stewart 2010). References Ainslie, Scott, and Dave Whitehall. Robert Johnson: At the Crossroads – The Authoritative Guitar Transcriptions. Milwaukee: Hal Leonard Publishing, 1992. Bakhtin, Mikhail M. The Dialogic Imagination. Austin: University of Texas Press, 1982. Banks, Russell. “The Devil and Robert Johnson – Robert Johnson: The Complete Recordings.” The New Republic 204.17 (1991): 27-30. Banninghof, James. “Some Ramblings on Robert Johnson’s Mind: Critical Analysis and Aesthetic in Delta Blues.” American Music 15/2 (1997): 137-158. Benjamin, Walter. The Work of Art in the Age of Mechanical Reproduction. London: Penguin, 2008. Blackthorne, Angus. “Robert Johnson Slowed Down.” YouTube.com 2011. 1 Aug. 2013 ‹http://www.youtube.com/user/ANGUSBLACKTHORN?feature=watch›. Blesh, Rudi. Shining Trumpets: A History of Jazz. New York: Knopf, 1946. Blischke, Michael. “Slowing Down Robert Johnson.” The Straight Dope 2008. 1 Aug. 2013 ‹http://boards.straightdope.com/sdmb/showthread.php?t=461601›. Block, Rory. The Lady and Mrs Johnson. Rykodisc 10872, 2006. Charters, Samuel. The Country Blues. New York: De Capo Press, 1959. Collins UK. Collins English Dictionary. Glasgow: Harper Collins Publishers, 2010. DiGiacomo, Frank. “A Disputed Robert Johnson Photo Gets the C.S.I. Treatment.” Vanity Fair 2008. 1 Aug. 2013 ‹http://www.vanityfair.com/online/daily/2008/10/a-disputed-robert-johnson-photo-gets-the-csi-treatment›. DiGiacomo, Frank. “Portrait of a Phantom: Searching for Robert Johnson.” Vanity Fair 2008. 1 Aug. 2013 ‹http://www.vanityfair.com/culture/features/2008/11/johnson200811›. Dylan, Bob. Chronicles Vol 1. London: Simon & Schuster, 2005. Evans, David. Tommy Johnson. London: November Books, 1971. Ford, Charles. “Robert Johnson’s Rhythms.” Popular Music 17.1 (1998): 71-93. Freeland, Tom. “Robert Johnson: Some Witnesses to a Short Life.” Living Blues 150 (2000): 43-49. Gibbens, John. “Steady Rollin’ Man: A Revolutionary Critique of Robert Johnson.” Touched 2004. 1 Aug. 2013 ‹http://www.touched.co.uk/press/rjnote.html›. Gioia, Ted. Delta Blues: The Life and Times of the Mississippi Masters Who Revolutionised American Music. London: W. W. Norton & Co, 2008. Gioia, Ted. "Robert Johnson: A Century, and Beyond." Robert Johnson: The Centennial Collection. Sony Music 88697859072, 2011. Gordon, Robert. Can’t Be Satisfied: The Life and Times of Muddy Waters. London: Pimlico Books, 2002. Graves, Tom. Crossroads: The Life and Afterlife of Blues Legend Robert Johnson. Spokane: Demers Books, 2008. Guralnick, Peter. Searching for Robert Johnson: The Life and Legend of the "King of the Delta Blues Singers". London: Plume, 1998. Hamilton, Marybeth. In Search of the Blues: Black Voices, White Visions. London: Jonathan Cape, 2007. Hammond, John. From Spirituals to Swing (Dedicated to Bessie Smith). New York: The New Masses, 1938. Johnson, Robert. “Hellbound.” Amazon.co.uk 2011. 1 Aug. 2013 ‹http://www.amazon.co.uk/Hellbound/dp/B0063S8Y4C/ref=sr_1_cc_2?s=aps&ie=UTF8&qid=1376605065&sr=1-2-catcorr&keywords=robert+johnson+hellbound›. ———. “Contracted to the Devil.” Amazon.co.uk 2002. 1 Aug. 2013. ‹http://www.amazon.co.uk/Contracted-The-Devil-Robert-Johnson/dp/B00006F1L4/ref=sr_1_cc_1?s=aps&ie=UTF8&qid=1376830351&sr=1-1-catcorr&keywords=Contracted+to+The+Devil›. ———. King of the Delta Blues Singers. Columbia Records CL1654, 1961. ———. “Me and the Devil Blues.” Amazon.co.uk 2003. 1 Aug. 2013 ‹http://www.amazon.co.uk/Me-Devil-Blues-Robert-Johnson/dp/B00008SH7O/ref=sr_1_16?s=music&ie=UTF8&qid=1376604807&sr=1-16&keywords=robert+johnson›. ———. “The High Price of Soul.” Amazon.co.uk 2007. 1 Aug. 2013 ‹http://www.amazon.co.uk/High-Price-Soul-Robert-Johnson/dp/B000LC582C/ref=sr_1_39?s=music&ie=UTF8&qid=1376604863&sr=1-39&keywords=robert+johnson›. ———. “Up Jumped the Devil.” Amazon.co.uk 2005. 1 Aug. 2013 ‹http://www.amazon.co.uk/Up-Jumped-Devil-Robert-Johnson/dp/B000B57SL8/ref=sr_1_2?s=music&ie=UTF8&qid=1376829917&sr=1-2&keywords=Up+Jumped+The+Devil›. Marcus, Greil. Mystery Train: Images of America in Rock ‘n’ Roll Music. London: Plume, 1997. Morris, Christopher. “Phonograph Blues: Robert Johnson Mastered at Wrong Speed?” Variety 2010. 1 Aug. 2013 ‹http://www.varietysoundcheck.com/2010/05/phonograph-blues-robert-johnson-mastered-at-wrong-speed.html›. Oh, Brother, Where Art Thou? DVD. Universal Pictures, 2000. Palmer, Robert. Deep Blues: A Musical and Cultural History from the Mississippi Delta to Chicago’s South Side to the World. London: Penguin Books, 1981. Pearson, Barry Lee, and Bill McCulloch. Robert Johnson: Lost and Found. Chicago: University of Illinois Press, 2003. Prial, Dunstan. The Producer: John Hammond and the Soul of American Music. New York: Farrar, Straus and Giroux, 2006. Rothenbuhler, Eric W. “For–the–Record Aesthetics and Robert Johnson’s Blues Style as a Product of Recorded Culture.” Popular Music 26.1 (2007): 65-81. Rothenbuhler, Eric W. “Myth and Collective Memory in the Case of Robert Johnson.” Critical Studies in Media Communication 24.3 (2007): 189-205. Schroeder, Patricia. Robert Johnson, Mythmaking and Contemporary American Culture (Music in American Life). Chicago: University of Illinois Press, 2004. Segalstad, Eric, and Josh Hunter. The 27s: The Greatest Myth of Rock and Roll. Berkeley: North Atlantic Books, 2009. Stewart, Jon. “Rock Climbing: Jon Stewart Concludes His Investigation of the Myths behind Robert Johnson.” Guitarist Magazine 327 (2010): 34. The Search for Robert Johnson. DVD. Sony Pictures, 1991. Talley, Ron. “Robert Johnson, 'Sweet Home Chicago', as It REALLY Sounded...” YouTube.com 2012. 1 Aug. 2013. ‹http://www.youtube.com/watch?v=LCHod3_yEWQ›. Wald, Elijah. Escaping the Delta: Robert Johnson and the Invention of the Blues. London: HarperCollins, 2005. ———. The Robert Johnson Speed Recording Controversy. Elijah Wald — Writer, Musician 2012. 1 Aug. 2013. ‹http://www.elijahwald.com/johnsonspeed.html›. Wilde, John . “Robert Johnson Revelation Tells Us to Put the Brakes on the Blues: We've Been Listening to the Immortal 'King of the Delta Blues' at the Wrong Speed, But Now We Can Hear Him as He Intended.” The Guardian 2010. 1 Aug. 2013 ‹http://www.theguardian.com/music/musicblog/2010/may/27/robert-johnson-blues›. Wolkewitz, M., A. Allignol, N. Graves, and A.G. Barnett. “Is 27 Really a Dangerous Age for Famous Musicians? Retrospective Cohort Study.” British Medical Journal 343 (2011): d7799. 1 Aug. 2013 ‹http://www.bmj.com/content/343/bmj.d7799›.

Abstract:

During World War II, the Soviet Union’s food supply was in a state of crisis. Hitler’s army had occupied the agricultural heartlands of Ukraine and Southern Russia in 1941 and, as a result, agricultural production for the entire nation had plummeted. Soldiers in Red Army, who easily ate the best rations in the country, subsisted on a daily allowance of just under a kilogram of bread, supplemented with meat, tea, sugar and butter when and if these items were available. The hunger of the Red Army and its effect on the morale and strength of Europe’s eastern warfront were causes for concern for the Soviet government and its European and American allies. The one country with a food surplus decided to do something to help, and in 1942 the United States agreed to send thousands of pounds of meat, cheese and butter overseas to help feed the Red Army. After receiving several shipments of the all-American spiced canned meat SPAM, the Red Army’s quartermaster put in a request for a more familiar canned pork product, Russian tushonka. Pound for pound, America sent more pigs overseas than soldiers during World War II, in part because pork was in oversupply in the America of the early 1940s. Shipping meat to hungry soldiers and civilians in war torn countries was a practical way to build business for the U.S. meat industry, which had been in decline throughout the 1930s. As per a Soviet-supplied recipe, the first cans of Lend-Lease tushonka were made in the heart of the American Midwest, at meatpacking plants in Iowa and Ohio (Stettinus 6-7). Government contracts in the meat packing industry helped fuel economic recovery, and meatpackers were in a position to take special request orders like the one for tushonka that came through the lines. Unlike SPAM, which was something of a novelty item during the war, tushonka was a food with a past. The original recipe was based on a recipe for preserved meat that had been a traditional product of the Ural Mountains, preserved in jars with salt and fat rather than by pressure and heat. Thus tushonka was requested—and was mass-produced—not simply as a convenience but also as a traditional and familiar food—a taste of home cooking that soldiers could carry with them into the field. Nikita Khrushchev later claimed that the arrival of tushonka was instrumental in helping the Red Army push back against the Nazi invasion (178). Unlike SPAM and other wartime rations, tushonka did not fade away after the war. Instead, it was distributed to the Soviet civilian population, appearing in charity donations and on the shelves of state shops. Often it was the only meat product available on a regular basis. Salty, fatty, and slightly grey-toned, tushonka was an unlikely hero of the postwar-era, but during this period tushonka rose from obscurity to become an emblem of socialist modernity. Because it was shelf stable and could be made from a variety of different cuts of meat, it proved an ideal product for the socialist production lines where supplies and the pace of production were infinitely variable. Unusual in a socialist system of supply, this product shaped production and distribution lines, and even influenced the layout of meatpacking factories and the genetic stocks of the animals that were to be eaten. Tushonka’s initial ubiquity in the postwar Soviet Union had little to do with the USSR’s own hog industry. Pig populations as well as their processing facilities had been decimated in the war, and pigs that did survive the Axis invasion had been evacuated East with human populations. Instead, the early presence of tushonka in the pig-scarce postwar Soviet Union had everything to do with Harry Truman’s unexpected September 1945 decision to end all “economically useful” Lend-Lease shipments to the Soviet Union (Martel). By the end of September, canned meat was practically the only product still being shipped as part of Lend-Lease (NARA RG 59). Although the United Nations was supposed to distribute these supplies to needy civilians free of cost, travelers to the Soviet Union in 1946 spotted cans of American tushonka for sale in state shops (Skeoch 231). After American tushonka “donations” disappeared from store shelves, the Soviet Union’s meat syndicates decided to continue producing the product. Between its first appearance during the war in 1943, and the 1957 announcement by Nikita Khrushchev that Soviet policy would restructure all state animal farms to support the mass production of one or several processed meat products, tushonka helped to drive the evolution of the Soviet Union’s meat packing industry. Its popularity with both planners and the public gave it the power to reach into food commodity chains. It is this backward reach and the longer-term impacts of these policies that make tushonka an unusual byproduct of the Cold War era. State planners loved tushonka: it was cheap to make, the logistics of preparing it were not complicated, it was easy to transport, and most importantly, it served as tangible evidence that the state was accomplishing a long-standing goal to get more meat to its citizenry and improving the diet of the average Soviet worker. Tushonka became a highly visible product in the Soviet Union’s much vaunted push to establish a modern food regime intended to rival that of the United States. Because it was shelf-stable, wartime tushonka had served as a practical food for soldiers, but after the war tushonka became an ideal food for workers who had neither the time nor the space to prepare a home-cooked meal with fresh meat. The Soviet state started to produce its own tushonka because it was such an excellent fit for the needs and abilities of the Soviet state—consumer demand was rarely considered by planners in this era. Not only did tushonka fit the look and taste of a modern processed meat product (that is, it was standard in texture and flavor from can to can, and was an obviously industrially processed product), it was also an excellent way to make the most of the predominant kind of meat the Soviet Union had the in the 1950s: small scraps low-grade pork and beef, trimmings leftover from butchering practices that focused on harvesting as much animal fat, rather than muscle, from the carcass in question. Just like tushonka, pork sausages and frozen pelmeny, a meat-filled pasta dumpling, also became winning postwar foods thanks to a happy synergy of increased animal production, better butchering and new food processing machines. As postwar pigs recovered their populations, the Soviet processed meat industry followed suit. One official source listed twenty-six different kinds of meat products being issued in 1964, although not all of these were pork (Danilov). An instructional manual distributed by the meat and milk syndicate demonstrated how meat shops should wrap and display sausages, and listed 24 different kinds of sausages that all needed a special style of tying up. Because of packaging shortages, the string that bound the sausage was wrapped in a different way for every type of sausage, and shop assistants were expected to be able to identify sausages based on the pattern of their binding. Pelmeny were produced at every meat factory that processed pork. These were “made from start to finish in a special, automated machine, human hands do not touch them. Which makes them a higher quality and better (prevoskhodnogo) product” (Book of Healthy and Delicious Food). These were foods that became possible to produce economically because of a co-occurring increase in pigs, the new standardized practice of equipping meatpacking plants with large-capacity grinders, and freezers or coolers and the enforcement of a system of grading meat. As the state began to rebuild Soviet agriculture from its near-collapse during the war, the Soviet Union looked to the United States for inspiration. Surprisingly, Soviet planners found some of the United States’ more outdated techniques to be quite valuable for new Soviet hog operations. The most striking of these was the adoption of competing phenotypes in the Soviet hog industry. Most major swine varieties had been developed and described in the 19th century in Germany and Great Britain. Breeds had a tendency to split into two phenotypically distinct groups, and in early 20th Century American pig farms, there was strong disagreement as to which style of pig was better suited to industrial conditions of production. Some pigs were “hot-blooded” (in other words, fast maturing and prolific reproducers) while others were a slower “big type” pig (a self-explanatory descriptor). Breeds rarely excelled at both traits and it was a matter of opinion whether speed or size was the most desirable trait to augment. The over-emphasis of either set of qualities damaged survival rates. At their largest, big type pigs resembled small hippopotamuses, and sows were so corpulent they unwittingly crushed their tiny piglets. But the sleeker hot-blooded pigs had a similarly lethal relationship with their young. Sows often produced litters of upwards of a dozen piglets and the stress of tending such a large brood led overwhelmed sows to devour their own offspring (Long). American pig breeders had been forced to navigate between these two undesirable extremes, but by the 1930s, big type pigs were fading in popularity mainly because butter and newly developed plant oils were replacing lard as the cooking fat of preference in American kitchens. The remarkable propensity of the big type to pack on pounds of extra fat was more of a liability than a benefit in this period, as the price that lard and salt pork plummeted in this decade. By the time U.S. meat packers were shipping cans of tushonka to their Soviet allies across the seas, US hog operations had already developed a strong preference for hot-blooded breeds and research had shifted to building and maintaining lean muscle on these swiftly maturing animals. When Soviet industrial planners hoping to learn how to make more tushonka entered the scene however, their interpretation of american efficiency was hardly predictable: scientifically nourished big type pigs may have been advantageous to the United States at midcentury, but the Soviet Union’s farms and hungry citizens had a very different list of needs and wants. At midcentury, Soviet pigs were still handicapped by old-fashioned variables such as cold weather, long winters, poor farm organisation and impoverished feed regimens. The look of the average Soviet hog operation was hardly industrial. In 1955 the typical Soviet pig was petite, shaggy, and slow to reproduce. In the absence of robust dairy or vegetable oil industries, Soviet pigs had always been valued for their fat rather than their meat, and tushonka had been a byproduct of an industry focused mainly on supplying the country with fat and lard. Until the mid 1950s, the most valuable pig on many Soviet state and collective farms was the nondescript but very rotund “lard and bacon” pig, an inefficient eater that could take upwards of two years to reach full maturity. In searching for a way to serve up more tushonka, Soviet planners became aware that their entire industry needed to be revamped. When the Soviet Union looked to the United States, planners were inspired by the earlier competition between hot-blooded and big type pigs, which Soviet planners thought, ambitiously, they could combine into one splendid pig. The Soviet Union imported new pigs from Poland, Lithuania, East Germany and Denmark, trying valiantly to create hybrid pigs that would exhibit both hot blood and big type. Soviet planners were especially interested in inspiring the Poland-China, an especially rotund specimen, to speed up its life cycle during them mid 1950s. Hybrdizing and cross breeding a Soviet super-pig, no matter how closely laid out on paper, was probably always a socialist pipe dream. However, when the Soviets decided to try to outbreed American hog breeders, they created an infrastructure for pigs and pig breeding that had a dramatic positive impact of hog populations across the country, and the 1950s were marked by a large increase in the number of pigs in the Soviet union, as well as dramatic increases in the numbers of purebred and scientific hybrids the country developed, all in the name of tushonka. It was not just the genetic stock that received a makeover in the postwar drive to can more tushonka; a revolution in the barnyard also took place and in less than 10 years, pigs were living in new housing stock and eating new feed sources. The most obvious postwar change was in farm layout and the use of building space. In the early 1950s, many collective farms had been consolidated. In 1940 there were a quarter of a million kolkhozii, by 1951 fewer than half that many remained (NARA RG166). Farm consolidation movements most often combined two, three or four collective farms into one economic unit, thus scaling up the average size and productivity of each collective farm and simplifying their administration. While there were originally ambitious plans to re-center farms around new “agro-city” bases with new, modern farm buildings, these projects were ultimately abandoned. Instead, existing buildings were repurposed and the several clusters of farm buildings that had once been the heart of separate villages acquired different uses. For animals this meant new barns and new daily routines. Barns were redesigned and compartmentalized around ideas of gender and age segregation—weaned baby pigs in one area, farrowing sows in another—as well as maximising growth and health. Pigs spent less outside time and more time at the trough. Pigs that were wanted for different purposes (breeding, meat and lard) were kept in different areas, isolated from each other to minimize the spread of disease as well as improve the efficiency of production. Much like postwar housing for humans, the new and improved pig barn was a crowded and often chaotic place where the electricity, heat and water functioned only sporadically. New barns were supposed to be mechanised. In some places, mechanisation had helped speed things along, but as one American official viewing a new mechanised pig farm in 1955 noted, “it did not appear to be a highly efficient organisation. The mechanised or automated operations, such as the preparation of hog feed, were eclipsed by the amount of hand labor which both preceded and followed the mechanised portion” (NARA RG166 1961). The American official estimated that by mechanizing, Soviet farms had actually increased the amount of human labor needed for farming operations. The other major environmental change took place away from the barnyard, in new crops the Soviet Union began to grow for fodder. The heart and soul of this project was establishing field corn as a major new fodder crop. Originally intended as a feed for cows that would replace hay, corn quickly became the feed of choice for raising pigs. After a visit by a United States delegation to Iowa and other U.S. farms over the summer of 1955, corn became the centerpiece of Khrushchev’s efforts to raise meat and milk productivity. These efforts were what earned Khrushchev his nickname of kukuruznik, or “corn fanatic.” Since so little of the Soviet Union looks or feels much like the plains and hills of Iowa, adopting corn might seem quixotic, but raising corn was a potentially practical move for a cold country. Unlike the other major fodder crops of turnips and potatoes, corn could be harvested early, while still green but already possessing a high level of protein. Corn provided a “gap month” of green feed during July and August, when grazing animals had eaten the first spring green growth but these same plants had not recovered their biomass. What corn remained in the fields in late summer was harvested and made into silage, and corn made the best silage that had been historically available in the Soviet Union. The high protein content of even silage made from green mass and unripe corn ears prevented them from losing weight in the winter. Thus the desire to put more meat on Soviet tables—a desire first prompted by American food donations of surplus pork from Iowa farmers adapting to agro-industrial reordering in their own country—pushed back into the commodity supply network of the Soviet Union. World War II rations that were well adapted to the uncertainty and poor infrastructure not just of war but also of peacetime were a source of inspiration for Soviet planners striving to improve the diets of citizens. To do this, they purchased and bred more and better animals, inventing breeds and paying attention, for the first time, to the efficiency and speed with which these animals were ready to become meat. Reinventing Soviet pigs pushed even back farther, and inspired agricultural economists and state planners to embrace new farm organizational structures. Pigs meant for the tushonka can spent more time inside eating, and led their lives in a rigid compartmentalization that mimicked emerging trends in human urban society. Beyond the barnyard, a new concern with feed-to weight conversions led agriculturalists to seek new crops; crops like corn that were costly to grow but were a perfect food for a pig destined for a tushonka tin. Thus in Soviet industrialization, pigs evolved. No longer simply recyclers of human waste, socialist pigs were consumers in their own right, their newly crafted genetic compositions demanded ever more technical feed sources in order to maximize their own productivity. Food is transformative, and in this case study the prosaic substance of canned meat proved to be unusually transformative for the history of the Soviet Union. In its early history it kept soldiers alive long enough to win an important war, later the requirements for its manufacture re-prioritized muscle tissue over fat tissue in the disassembly of carcasses. This transformative influence reached backwards into the supply lines and farms of the Soviet Union, revolutionizing the scale and goals of farming and meat packing for the Soviet food industry, as well as the relationship between the pig and the consumer. References Bentley, Amy. Eating for Victory: Food Rationing and the Politics of Domesticity. Where: University of Illinois Press, 1998. The Book of Healthy and Delicious Food, Kniga O Vkusnoi I Zdorovoi Pishche. Moscow: AMN Izd., 1952. 161. Danilov, M. M. Tovaravedenie Prodovol’stvennykh Tovarov: Miaso I Miasnye Tovarye. Moscow: Iz. Ekonomika, 1964. Khrushchev, Nikita. Khrushchev Remembers. New York: Little, Brown & Company, 1970. 178. Long, James. The Book of the Pig. London: Upcott Gill, 1886. 102. Lush, Jay & A.L. Anderson, “A Genetic History of Poland-China Swine: I—Early Breed History: The ‘Hot Blood’ versus the ‘Big Type’” Journal of Heredity 30.4 (1939): 149-56. Martel, Leon. Lend-Lease, Loans, and the Coming of the Cold War: A Study of the Implementation of Foreign Policy. Boulder: Westview Press, 1979. 35. National Archive and Records Administration (NARA). RG 59, General Records of the Department of State. Office of Soviet Union affairs, Box 6. “Records relating to Lend Lease with the USSR 1941-1952”. National Archive and Records Administration (NARA). RG166, Records of the Foreign Agricultural Service. Narrative reports 1940-1954. USSR Cotton-USSR Foreign trade. Box 64, Folder “farm management”. Report written by David V Kelly, 6 Apr. 1951. National Archive and Records Administration (NARA). RG 166, Records of the Foreign Agricultural Service. Narrative Reports 1955-1961. Folder: “Agriculture” “Visits to Soviet agricultural installations,” 15 Nov. 1961. Skeoch, L.A. Food Prices and Ration Scale in the Ukraine, 1946 The Review of Economics and Statistics 35.3 (Aug. 1953), 229-35. State Archive of the Russian Federation (GARF). Fond R-7021. The Report of Extraordinary Special State Commission on Wartime Losses Resulting from the German-Fascist Occupation cites the following losses in the German takeover. 1948. Stettinus, Edward R. Jr. Lend-Lease: Weapon for Victory. Penguin Books, 1944.

Abstract:

“As the old technologies become automatic and invisible, we find ourselves more concerned with fighting or embracing what’s new”—Dennis Baron, From Pencils to Pixels: The Stage of Literacy Technologies Popular music is firmly rooted within realist practice, or what has been called the "culture of authenticity" associated with modernism. As Lawrence Grossberg notes, the accelleration of the rate of change in modern life caused, in post-war youth culture, an identity crisis or "lived contradiction" that gave rock (particularly) and popular music (generally) a peculiar position in regard to notions of authenticity. Grossberg places rock's authenticity within the "difference" it maintains from other cultural forms, and notes that its difference "can be justified aesthetically or ideologically, or in terms of the social position of the audiences, or by the economics of its production, or through the measure of its popularity or the statement of its politics" (205-6). Popular music scholars have not adequately addressed issues of authenticity and individuality. Two of the most important questions to be asked are: How is authenticity communicated in popular music? What is the site of the interpretation of authenticity? It is important to ask about sound, technology, about the attempt to understand the ideal and the image, the natural and artificial. It is these that make clear the strongest connections between popular music and contemporary culture. Popular music is a particularly appropriate site for the study of authenticity as a cultural category, for several reasons. For one thing, other media do not follow us, as aural media do, into malls, elevators, cars, planes. Nor do they wait for us, as a tape player paused and ready to play. What is important is not that music is "everywhere" but, to borrow from Vivian Sobchack, that it creates a "here" that can be transported anywhere. In fact, we are able to walk around enveloped by a personal aural environment, thanks to a Sony Walkman.1 Also, it is more difficult to shut out the aural than the visual. Closing one's ears does not entirely shut out sound. There is, additionally, the sense that sound and music are interpreted from within, that is, that they resonate through and within the body, and as such engage with one's self in a fashion that coincides with Charles Taylor's claim that the "ideal of authenticity" is an inner-directed one. It must be noted that authenticity is not, however, communicated only via music, but via text and image. Grossberg noted the "primacy of sound" in rock music, and the important link between music, visual image, and authenticity: Visual style as conceived in rock culture is usually the stage for an outrageous and self-conscious inauthenticity... . It was here -- in its visual presentation -- that rock often most explicitly manifested both an ironic resistance to the dominant culture and its sympathies with the business of entertainment ... . The demand for live performance has always expressed the desire for the visual mark (and proof) of authenticity. (208) But that relationship can also be reversed: Music and sound serve in some instances to provide the aural mark and proof of authenticity. Consider, for instance, the "tear" in the voice that Jensen identifies in Hank Williams's singing, and in that of Patsy Cline. For the latter, voicing, in this sense, was particularly important, as it meant more than a singing style, it also involved matters of self-identity, as Jensen appropriately associates with the move of country music from "hometown" to "uptown" (101). Cline's move toward a more "uptown" style involved her visual image, too. At a significant turning point in her career, Faron Young noted, Cline "left that country girl look in those western outfits behind and opted for a slicker appearance in dresses and high fashion gowns" (Jensen 101). Popular music has forged a link with visual media, and in some sense music itself has become more visual (though not necessarily less aural) the more it has engaged with industrial processes in the entertainment industry. For example, engagement with music videos and film soundtracks has made music a part of the larger convergence of mass media forms. Alongside that convergence, the use of music in visual media has come to serve as adjunct to visual symbolisation. One only need observe the increasingly commercial uses to which music is put (as in advertising, film soundtracks and music videos) to note ways in which music serves image. In the literature from a variety of disciplines, including communication, art and music, it has been argued that music videos are the visualisation of music. But in many respects the opposite is true. Music videos are the auralisation of the visual. Music serves many of the same purposes as sound does generally in visual media. One can find a strong argument for the use of sound as supplement to visual media in Silverman's and Altman's work. For Silverman, sound in cinema has largely been overlooked (pun intended) in favor of the visual image, but sound is a more effective (and perhaps necessary) element for willful suspension of disbelief. One may see this as well in the development of Dolby Surround Sound, and in increased emphasis on sound engineering among video and computer game makers, as well as the development of sub-woofers and high-fidelity speakers as computer peripherals. Another way that sound has become more closely associated with the visual is through the ongoing evolution of marketing demands within the popular music industry that increasingly rely on visual media and force image to the front. Internet technologies, particularly the WorldWideWeb (WWW), are also evidence of a merging of the visual and aural (see Hayward). The development of low-cost desktop video equipment and WWW publishing, CD-i, CD-ROM, DVD, and other technologies, has meant that visual images continue to form part of the industrial routine of the music business. The decrease in cost of many of these technologies has also led to the adoption of such routines among individual musicians, small/independent labels, and producers seeking to mimic the resources of major labels (a practice that has become considerably easier via the Internet, as it is difficult to determine capital resources solely from a WWW site). Yet there is another facet to the evolution of the link between the aural and visual. Sound has become more visual by way of its representation during its production (a representation, and process, that has largely been ignored in popular music studies). That representation has to do with the digitisation of sound, and the subsequent transformation sound and music can undergo after being digitised and portrayed on a computer screen. Once digitised, sound can be made visual in any number of ways, through traditional methods like music notation, through representation as audio waveform, by way of MIDI notation, bit streams, or through representation as shapes and colors (as in recent software applications particularly for children, like Making Music by Morton Subotnick). The impetus for these representations comes from the desire for increased control over sound (see Jones, Rock Formation) and such control seems most easily accomplished by way of computers and their concomitant visual technologies (monitors, printers). To make computers useful tools for sound recording it is necessary to employ some form of visual representation for the aural, and the flexibility of modern computers allows for new modes of predominately visual representation. Each of these connections between the aural and visual is in turn related to technology, for as audio technology develops within the entertainment industry it makes sense for synergistic development to occur with visual media technologies. Yet popular music scholars routinely analyse aural and visual media in isolation from one another. The challenge for popular music studies and music philosophy posed by visual media technologies, that they must attend to spatiality and context (both visual and aural), has not been taken up. Until such time as it is, it will be difficult, if not impossible, to engage issues of authenticity, because they will remain rootless instead of situated within the experience of music as fully sensual (in some cases even synaesthetic). Most of the traditional judgments of authenticity among music critics and many popular music scholars involve space and time, the former in terms of the movement of music across cultures and the latter in terms of history. None rely on notions of the "situatedness" of the listener or musicmaker in a particular aural, visual and historical space. Part of the reason for the lack of such an understanding arises from the very means by which popular music is created. We have become accustomed to understanding music as manipulation of sound, and so far as most modern music production is concerned such manipulation occurs as much visually as aurally, by cutting, pasting and otherwise altering audio waveforms on a computer screen. Musicians no more record music than they record fingering; they engage in sound recording. And recording engineers and producers rely less and less on sound and more on sight to determine whether a recording conforms to the demands of digital reproduction.2 Sound, particularly when joined with the visual, becomes a means to build and manipulate the environment, virtual and non-virtual (see Jones, "Sound"). Sound & Music As we construct space through sound, both in terms of audio production (e.g., the use of reverberation devices in recording studios) and in terms of everyday life (e.g., perception of aural stimuli, whether by ear or vibration in the body, from points surrounding us), we centre it within experience. Sound combines the psychological and physiological. Audio engineer George Massenburg noted that in film theaters: You couldn't utilise the full 360-degree sound space for music because there was an "exit sign" phenomena [sic]. If you had a lot of audio going on in the back, people would have a natural inclination to turn around and stare at the back of the room. (Massenburg 79-80) However, he went on to say, beyond observations of such reactions to multichannel sound technology, "we don't know very much". Research in psychoacoustics being used to develop virtual audio systems relies on such reactions and on a notion of human hardwiring for stimulus response (see Jones, "Sense"). But a major stumbling block toward the development of those systems is that none are able to account for individual listeners' perceptions. It is therefore important to consider the individual along with the social dimension in discussions of sound and music. For instance, the term "sound" is deployed in popular music to signify several things, all of which have to do with music or musical performance, but none of which is music. So, for instance, musical groups or performers can have a "sound", but it is distinguishable from what notes they play. Entire music scenes can have "sounds", but the music within such scenes is clearly distinct and differentiated. For the study of popular music this is a significant but often overlooked dimension. As Grossberg argues, "the authenticity of rock was measured by its sound" (207). Visually, he says, popular music is suspect and often inauthentic (sometimes purposefully so), and it is grounded in the aural. Similarly in country music Jensen notes that the "Nashville Sound" continually evoked conflicting definitions among fans and musicians, but that: The music itself was the arena in and through which claims about the Nashville Sound's authenticity were played out. A certain sound (steel guitar, with fiddle) was deemed "hard" or "pure" country, in spite of its own commercial history. (84) One should, therefore, attend to the interpretive acts associated with sound and its meaning. But why has not popular music studies engaged in systematic analysis of sound at the level of the individual as well as the social? As John Shepherd put it, "little cultural theoretical work in music is concerned with music's sounds" ("Value" 174). Why should this be a cause for concern? First, because Shepherd claims that sound is not "meaningful" in the traditional sense. Second, because it leads us to re-examine the question long set to the side in popular music studies: What is music? The structural homology, the connection between meaning and social formation, is a foundation upon which the concept of authenticity in popular music stands. Yet the ability to label a particular piece of music "good" shifts from moment to moment, and place to place. Frith understates the problem when he writes that "it is difficult ... to say how musical texts mean or represent something, and it is difficult to isolate structures of musical creation or control" (56). Shepherd attempts to overcome this difficulty by emphasising that: Music is a social medium in sound. What [this] means ... is that the sounds of music provide constantly moving and complex matrices of sounds in which individuals may invest their own meanings ... [however] while the matrices of sounds which seemingly constitute an individual "piece" of music can accommodate a range of meanings, and thereby allow for negotiability of meaning, they cannot accommodate all possible meanings. (Shepherd, "Art") It must be acknowledged that authenticity is constructed, and that in itself is an argument against the most common way to think of authenticity. If authenticity implies something about the "pure" state of an object or symbol then surely such a state is connected to some "objective" rendering, one not possible according to Shepherd's claims. In some sense, then, authenticity is autonomous, its materialisation springs not from any necessary connection to sound, image, text, but from individual acts of interpretation, typically within what in literary criticism has come to be known as "interpretive communities". It is not hard to illustrate the point by generalising and observing that rock's notion of authenticity is captured in terms of songwriting, but that songwriters are typically identified with places (e.g. Tin Pan Alley, the Brill Building, Liverpool, etc.). In this way there is an obvious connection between authenticity and authorship (see Jones, "Popular Music Studies") and geography (as well in terms of musical "scenes", e.g. the "Philly Sound", the "Sun Sound", etc.). The important thing to note is the resultant connection between the symbolic and the physical worlds rooted (pun intended) in geography. As Redhead & Street put it: The idea of "roots" refers to a number of aspects of the musical process. There is the audience in which the musician's career is rooted ... . Another notion of roots refers to music. Here the idea is that the sounds and the style of the music should continue to resemble the source from which it sprang ... . The issue ... can be detected in the argument of those who raise doubts about the use of musical high-technology by African artists. A final version of roots applies to the artist's sociological origins. (180) It is important, consequently, to note that new technologies, particularly ones associated with the distribution of music, are of increasing importance in regulating the tension between alienation and progress mentioned earlier, as they are technologies not simply of musical production and consumption, but of geography. That the tension they mediate is most readily apparent in legal skirmishes during an unsettled era for copyright law (see Brown) should not distract scholars from understanding their cultural significance. These technologies are, on the one hand, "liberating" (see Hayward, Young, and Marsh) insofar as they permit greater geographical "reach" and thus greater marketing opportunities (see Fromartz), but on the other hand they permit less commercial control, insofar as they permit digitised music to freely circulate without restriction or compensation, to the chagrin of copyright enthusiasts. They also create opportunities for musical collaboration (see Hayward) between performers in different zones of time and space, on a scale unmatched since the development of multitracking enabled the layering of sound. Most importantly, these technologies open spaces for the construction of authenticity that have hitherto been unavailable, particularly across distances that have largely separated cultures and fan communities (see Paul). The technologies of Internetworking provide yet another way to make connections between authenticity, music and sound. Community and locality (as Redhead & Street, as well as others like Sara Cohen and Ruth Finnegan, note) are the elements used by audience and artist alike to understand the authenticity of a performer or performance. The lived experience of an artist, in a particular nexus of time and space, is to be somehow communicated via music and interpreted "properly" by an audience. But technologies of Internetworking permit the construction of alternative spaces, times and identities. In no small way that has also been the situation with the mediation of music via most recordings. They are constructed with a sense of space, consumed within particular spaces, at particular times, in individual, most often private, settings. What the network technologies have wrought is a networked audience for music that is linked globally but rooted in the local. To put it another way, the range of possibilities when it comes to interpretive communities has widened, but the experience of music has not significantly shifted, that is, the listener experiences music individually, and locally. Musical activity, whether it is defined as cultural or commercial practice, is neither flat nor autonomous. It is marked by ever-changing tastes (hence not flat) but within an interpretive structure (via "interpretive communities"). Musical activity must be understood within the nexus of the complex relations between technical, commercial and cultural processes. As Jensen put it in her analysis of Patsy Cline's career: Those who write about culture production can treat it as a mechanical process, a strategic construction of material within technical or institutional systems, logical, rational, and calculated. But Patsy Cline's recording career shows, among other things, how this commodity production view must be linked to an understanding of culture as meaning something -- as defining, connecting, expressing, mattering to those who participate with it. (101) To achieve that type of understanding will require that popular music scholars understand authenticity and music in a symbolic realm. Rather than conceiving of authenticity as a limited resource (that is, there is only so much that is "pure" that can go around), it is important to foreground its symbolic and ever-changing character. Put another way, authenticity is not used by musician or audience simply to label something as such, but rather to mean something about music that matters at that moment. Authenticity therefore does not somehow "slip away", nor does a "pure" authentic exist. Authenticity in this regard is, as Baudrillard explains concerning mechanical reproduction, "conceived according to (its) very reproducibility ... there are models from which all forms proceed according to modulated differences" (56). Popular music scholars must carefully assess the affective dimensions of fans, musicians, and also record company executives, recording producers, and so on, to be sensitive to the deeply rooted construction of authenticity and authentic experience throughout musical processes. Only then will there emerge an understanding of the structures of feeling that are central to the experience of music. Footnotes For analyses of the Walkman's role in social settings and popular music consumption see du Gay; Hosokawa; and Chen. It has been thus since the advent of disc recording, when engineers would watch a record's grooves through a microscope lens as it was being cut to ensure grooves would not cross over one into another. References Altman, Rick. "Television/Sound." Studies in Entertainment. Ed. Tania Modleski. Bloomington: Indiana UP, 1986. 39-54. Baudrillard, Jean. Symbolic Death and Exchange. London: Sage, 1993. Brown, Ronald. Intellectual Property and the National Information Infrastructure: The Report of the Working Group on Intellectual Property Rights. Washington, DC: U.S. Department of Commerce, 1995. Chen, Shing-Ling. "Electronic Narcissism: College Students' Experiences of Walkman Listening." Annual meeting of the International Communication Association. Washington, D.C. 1993. Du Gay, Paul, et al. Doing Cultural Studies. London: Sage, 1997. Frith, Simon. Sound Effects. New York: Pantheon, 1981. Fromartz, Steven. "Starts-ups Sell Garage Bands, Bowie on Web." Reuters newswire, 4 Dec. 1996. Grossberg, Lawrence. We Gotta Get Out of This Place. London: Routledge, 1992. Hayward, Philip. "Enterprise on the New Frontier." Convergence 1.2 (Winter 1995): 29-44. Hosokawa, Shuhei. "The Walkman Effect." Popular Music 4 (1984). Jensen, Joli. The Nashville Sound: Authenticity, Commercialisation and Country Music. Nashville, Vanderbilt UP, 1998. Jones, Steve. Rock Formation: Music, Technology and Mass Communication. Newbury Park, CA: Sage, 1992. ---. "Popular Music Studies and Critical Legal Studies" Stanford Humanities Review 3.2 (Fall 1993): 77-90. ---. "A Sense of Space: Virtual Reality, Authenticity and the Aural." Critical Studies in Mass Communication 10.3 (Sep. 1993), 238-52. ---. "Sound, Space & Digitisation." Media Information Australia 67 (Feb. 1993): 83-91. Marrsh, Brian. "Musicians Adopt Technology to Market Their Skills." Wall Street Journal 14 Oct. 1994: C2. Massenburg, George. "Recording the Future." EQ (Apr. 1997): 79-80. Paul, Frank. "R&B: Soul Music Fans Make Cyberspace Their Meeting Place." Reuters newswire, 11 July 1996. Redhead, Steve, and John Street. "Have I the Right? Legitimacy, Authenticity and Community in Folk's Politics." Popular Music 8.2 (1989). Shepherd, John. "Art, Culture and Interdisciplinarity." Davidson Dunston Research Lecture. Carleton University, Canada. 3 May 1992. ---. "Value and Power in Music." The Sound of Music: Meaning and Power in Culture. Eds. John Shepherd and Peter Wicke. Cambridge: Polity, 1993. Silverman, Kaja. The Acoustic Mirror. Bloomington: Indiana UP, 1988. Sobchack, Vivian. Screening Space. New York: Ungar, 1982. Young, Charles. "Aussie Artists Use Internet and Bootleg CDs to Protect Rights." Pro Sound News July 1995. Citation reference for this article MLA style: Steve Jones. "Seeing Sound, Hearing Image: 'Remixing' Authenticity in Popular Music Studies." M/C: A Journal of Media and Culture 2.4 (1999). [your date of access] <http://www.uq.edu.au/mc/9906/remix.php>. Chicago style: Steve Jones, "Seeing Sound, Hearing Image: 'Remixing' Authenticity in Popular Music Studies," M/C: A Journal of Media and Culture 2, no. 4 (1999), <http://www.uq.edu.au/mc/9906/remix.php> ([your date of access]). APA style: Steve Jones. (1999) Seeing Sound, Hearing Image: "Remixing" Authenticity in Popular Music Studies. M/C: A Journal of Media and Culture 2(4). <http://www.uq.edu.au/mc/9906/remix.php> ([your date of access]).

Abstract:

SCULLY: I said, I got the lab to rush the results of the Szczesny autopsy, if you're interested.MULDER: I heard you, Scully.SCULLY: And Szczesny did indeed drown, but not as the result of the inhalation of ectoplasm as you so vehemently suggested.MULDER: Well, what else could she possibly have drowned in?SCULLY: Margarita mix, upchucked with about 40 ounces of Corcovado Gold tequila which, as it turns out, she and her friends rapidly consumed in the woods while trying to reenact the Blair Witch Project.MULDER: Well, I think that demands a little deeper investigation, don't you?SCULLY: No, I don't.— The X-Files, “All Things” (0717) IntroductionMikel J. Koven argues that “The X-Files [1993-2002, films 2005, 2010, revived 2016-2018] was the American television series that defined the zeitgeist of the 1990s” (337) by tapping into “pre-millenium paranoia and the collapse of traditional beliefs” (338). In each episode, “True Believer” and FBI agent Fox Mulder (David Duchovny) and his partner, the skeptical and rational Dr Dana Scully (Gillian Anderson), travel through a post-Cold War American landscape that is manifesting varying levels of anxiety about the century to come. The series is preoccupied with a series of questions that have, by the second decade of the twenty-first century, come to be answered fairly definitively. Have aliens visited Earth? (Well, if you believe a team of Harvard scientists, maybe [see Freeman], but there is no evidence of alien colonisation just yet.) Does the US government have its citizens’ best interests at heart? (In its current incarnation, no.) Will climate change have monstrous consequences? (Yes, we’re seeing them.) What do we do about the shady forces operating in post-Soviet Union Russia? (God knows, but they seem to be doing a good job of changing the shape of “democracy” in an increasing number of countries.)These broader socio-political aspects of The X-Files have been explored in a number of studies (see Koven; Moses; Wildermuth). In this article, I focus in more closely on some of the ways in which the character of Scully can be read as a complex engagement with a particularly 1990s version of third-wave feminism. I suggest that the type of feminism embodied in the character of Scully taps into the zeitgeist of the 1990s, a decade characterised not only by a growing media-driven “backlash” against feminism (see Faludi), but also by emergent third wave of feminism driven by movements such as “Riot Grrrl” (centred on openly feminist bands like Bikini Kill and Huggy Bear) and the various, and often contested, feminisms endorsed by a new generation of writers like Susan Faludi, Naomi Wolf, and even Katie Roiphe. Part of Scully’s longevity as a feminist icon can be attributed to the fact that while she is not without her own contradictions and complexities, she emerged from a televisual landscape dominated by particularly insipid representations of professional women. Scully, with her combination of lively wit and serious scientific mind, represented a radical imagining of professional femininity in the 1990s.Working against the Backlash: Scully and the Power of ProfessionalismBy the late 1980s, the political gains made by the second-wave feminism in the 1960s and early 1970s had come increasingly under fire in a “backlash” that “worked to revoke the gains made by the feminist movement” (Genz and Brabon 53). L.S. Kim argues this backlash is reflected in the fact that while strong female characters had always been a feature of US television (e.g. Mary Tyler Moore), in the 1990s televisual landscape feminism was often made popular in a type of “postfeminist discourse in which it is acceptable to be pro-woman but not to be feminist” (319). The quintessential example of this trend was David E. Kelley’s series about a Boston lawyer, Ally McBeal (1997-2002), in which McBeal’s primary dilemma is presented as being that she has “too many choices, too much freedom, and too much desire” which leads to “never-ending searching and even to depression and dysfunction” (Kim 319). McBeal’s professional success never seems to compensate for her various romantic disappointments and these remain the focal point of Kelley’s series.Part of what sets Scully apart from a character like McBeal is her unerring professionalism, and her strong commitment to equality in her relationship with Mulder. Scully displays none of McBeal’s neuroses, and she is unapologetically feminist in her disposition. She also understands implicitly the pivotal role she plays in the partnership at the heart of the X-Files. Scully is, then, a capable, professional woman who not only remains professional at all times, but who also works as a powerful grounding force to her partner’s more outlandish approaches and theories. As series creator Chris Carter has been forced to concede on numerous occasions, without the rational and practical figure of Scully in the morgue to (usually) prove and (sometimes) disprove Mulder’s theories, The X-Files as we know them would cease to exist. In fact, and somewhat paradoxically, in order to best understand Scully as a character, one needs to recognise the significance of the relationship between Scully and Mulder that lies at the heart of the series. The sheer force of Scully’s professionalism, and its resistance to being conscripted straightforwardly into a traditional romantic plot, becomes an important contributor to the powerful sexual tension between Mulder and Scully that came to define the series. Scully also, as critics and commentators were quick to point out, takes on the traditionally masculine role of skeptical scientist on the series, with Mulder positioned in the typically feminine role of intuitive “believer” (in, among other things, aliens, Chupacabra, big foot, and psychic powers). There are, of course, problems with this approach, but for now it is enough to simply point out that this positioning of Mulder and Scully is an important feature of the internal structure of The X-Files and speaks to an awareness of, and desire to challenge, the traditional association of women with intuition and men with rationality. Indeed, Linda Badley points out that the relationship between the two agents is “remarkably egalitarian, challenging traditional gender roles as portrayed on television” (63).Scully and Mulder’s relationship, a relationship that is at once personal and professional, is also grounded in genuine equality and respect. Mulder never undermines Scully, he (occasionally) knows when to bow to her superior scientific reasoning, and his eventual love for his partner is based in his understanding that Scully’s skepticism offers the perfect counterpart to his openness to the paranormal. In fact, one might say that Mulder, at least in part, falls in love with Scully’s professionalism and with her commitment to scientific reasoning. Mulder admits as much himself in the film The X-Files: Fight the Future (1998): “as difficult and frustrating as it’s been sometimes, your goddamn strict rationalism and science have saved me a thousand times over. You kept me honest. You made me a whole person.” In this calculation, Scully is not only Mulder’s equal, she is his missing piece. While she might sometimes grumble about merely playing Watson to Mulder’s Holmes (see “Fight Club” [0720]), Scully’s role is much more important than this, and Mulder (and the viewer) knows it.In the context of the televisual landscape of the 1990s, this representation of Scully as a character who is every bit as intelligent and as integral to the action of the series as her male partner, was incredibly powerful. It marked Scully as a third-wave feminist character in an era dominated by women who seemed to conform to the kind of problematic post-feminism embodied by Ally McBeal. In a recent interview, Gillian Anderson acknowledged the significant role Scully played in opening up possibilities for the representation of women on television in the 1990s. She observed, “a lot of women felt that they saw something recognisable for the first time [in Scully and] there were a lot of young women whose eyes were opened to feeling like they were finally represented in some way on television” (Anderson in Idato n.p.) Many women saw themselves in this character, and there can be little doubt The X-Files spearheaded a shift towards a more representative approach to the writing of female roles in US television in which layered and complex characters such as Scully became the norm rather than the exception. Rosalind Gill, for example, notes that “quality television” has “evolved since the 1990s into a site of rich and complex representations of gender including Homeland, Veep, House of Cards, Orange is the New Black, Transparent, and The Good Wife” (620).One of the other pervasive positive effects associated with the character of Scully is that she functioned, and indeed continues to function, as a role model for women in STEM (Science, Technology, Engineering and Mathematics). A recent report commissioned by 21st Century Fox, the Geena Davis Institute on Gender in Media, and J. Walter Thompson Intelligence found that “Scully’s media depiction of a high-achieving woman in STEM asked a generation of girls and women to imagine new professional options… Scully also influenced a generation of young women to study and pursue careers in STEM” (3). Although this report is not entirely impartial (21th Century Fox owns The X-Files), it found that “among women who are familiar with Scully’s character, 91% say she is a role model for girls and women” (5). This finding tallies with those of a variety of earlier online observers who noticed Scully had become a touchstone character “who inspired an entire generation of young women to pursue medical, scientific, and law enforcement degrees as positions” (Consalvi). To an extent not seen before in the history of television, Scully became an important role model for young women in the STEM professions. Scully’s fictional professionalism helped to create a new generation of real-life female STEM professionals.But it is worth remembering that in other respects, Scully is a complicated feminist heroine. This is largely because The X-Files’ production team’s own feminist credentials were often less-than-inspiring. The series was created by a man, and was written and directed predominantly by men in all of its various filmic and televisual incarnations. As Anderson herself pointed out on her Twitter feed for 29 June 2017, of the 207 episodes of X-Files produced, only 2 were directed by women (fig. 1). Famously, when the X-Files began in the early 1990s, Anderson was paid far less than her co-star Duchovny and was even asked to stand behind him on camera. The actor agitated successfully for equal pay after three years in the role, and for the right to stand beside her televisual partner, rather than behind him, even if, somewhat astonishingly, Twenty First Century Fox also offered Anderson less than Duchovny to reprise her famous role in 2016. (Anderson eventually received equal pay for equal billing.)Fig. 1: Gillian Anderson tweet, 29 June 2017.It ought to be remembered, then, that Scully’s feminism is predominantly a construction of men, overlaid with the undoubted feminine empowerment brought to the role by Anderson. As far back as 1998, Linda Badley noticed that for Scully/Anderson “the transference of ‘feminist’ characteristics between character and star is unusually strong—to the extent that a discussion of one must refer to the other. And Anderson/Scully is instantly recognisable as an icon of popular feminism” (62). But in more recent years, Anderson has made even clearer her own feminist leanings. She has done this through the publication (with Jennifer Nadel) of the explicitly feminist We: The Uplifting Manuel for Women Seeking Happiness (2017); by taking up more explicitly feminist roles, such as that of Stella Gibson in the acclaimed BBC series The Fall (2013-present); and through her Twitter feed. The significance of Anderson’s online feminist presence is highlighted by Lauren Modery, who notes: “the next time you’re having a day where you’re not sure if you’re being the best feminist you can be, just ask yourself “what would Gillian Anderson do?” and go to her Twitter account” (Modery). Scully’s 1990s Feminism in a Twenty-First Century ContextFor much of the series, Scully’s feminism can be viewed as a form of the “New Feminism” that Stephanie Genz and Benjamin Brabon associate with the late 1990s and with Natasha Walter’s book The New Feminism (1998). This “New Feminism” attempts to break from second-wave feminism by decoupling the personal from the political (64). Badley, for example, points out that Scully’s feminism is strictly based on individual empowerment: “rather than challenge patriarchy directly or join forces with women activists, Scully channels her anger/ambition into fitting into the system” (70). But equally, Scully’s feminism could be seen as a prototype of the kind of “neo-liberal” feminism that theorists such as Angela McRobbie associate with the present moment, a feminism which “discards the older, welfarist and collectivist feminism of the past, in favour of individualist striving” (4). Certainly, over the course of the 25 years, The X-Files has been in existence, we have seen little evidence that Scully has female friends (or indeed, that she interacts with anyone much outside of Mulder and her family).When other women do enter the picture, such as when Mulder’s one-time lover and co-founder of the X-Files, Diana Fowley appears in the fifth season of the series (see “The End” [0520]), Scully is often positioned in an antagonistic relationship with them. In this context, it is notable that “All Things,” a seventh-season episode directed and written by Anderson, places Scully’s interaction with Colleen Azar, a woman from the American Taoist Healing Centre, at the centre of the narrative. Azar’s exhortations to Scully to “slow down” are presented as the wise words of a female ally in this episode, and Scully does well to heed them. This episode, consciously I think, works as a counter to the more typical representation of Scully as being in competition with women for Mulder’s interest, evident in episodes like “Alpha” (0616) and “Syzygy” (0313). In this respect, Anderson appears to be aligning Scully with a feminism that is much more inclusive than it appears in other, male-written, episodes.From the vantage point of the second decade of the twenty-first century, one of the more problematic elements The X-Files has to do with its representation of sex and sexuality. Sex, in the world of The X-Files, is very 1990s in orientation. In fact, it echoes the way in which sex operated in the Clinton impeachment: denial, denial, denial, even in the face of clear evidence it took place. We see this most obviously in “All Things,” which begins with a shot of Scully getting dressed in front of a mirror, that pans to a shot of an undressed Mulder in bed. This opening seems to suggest the two had spent the night together, but nothing overtly sexual actually takes place in the episode. Indeed, any sexual activity that ever takes place in the X-Files happens off camera, but it is nonetheless worth pointing out that while the equally solitary Mulder is repeatedly characterised in the series by his porn fetish, Scully’s sexuality is repeatedly denied or diminished in the series. Moreover, any overt expression of Scully’s sexuality (such as in “Milagro,” [0618] where she falls for a writer living next door to Mulder) typically ends badly, with Scully placed in peril by her sexual desires.Scully’s continued presence in the twenty-first century, however, means that while her character is rooted in what we might call a “1990s feminist disposition” (she prides herself on being a “woman in a man’s world”; she demonstrates little interest in stereotypically feminine pursuits such as shopping or make up; her focus is on work, rather than romance), she has also been allowed the room to grow and develop. Perhaps most notably, the 2018 Scully is allowed to embrace her sexuality. Sexual activity still appears off screen, of course, but in “Plus One” (1103), we see her actively pursue sex with Mulder (twice!), while her vibrator makes an unapologetic cameo appearance in “Rm9sbG93ZXJz” (1107). Given that we live in a decade saturated in sexual imagery, it makes no sense for 2018 Scully to be as chaste and buttoned up as she was in the 1990s.Finally, in a series in which the wild speculation of the conspiracy theories is almost always true, Scully’s feminist commitment to rationality, science and the power of logic might appear to be undermined at every turn. Badley, for example, reminds us that while Scully may “have medicine and the law on her side ... Mulder’s vision is validated by Chris Carter, as the prologue to nearly every episode reminds us” (67). This is highlighted in “Field Trip” (0621) when Scully wonders, “Mulder, can’t you just for once, just ... for the novelty of it, come up with the simplest explanation, the most logical one instead of automatically jumping to UFOs or Bigfoot or…” Mulder simply counters with:Scully, in six years, how … how often have I been wrong? No seriously, I mean, every time I bring you a case we go through this perfunctory dance. You tell me that I’m not being scientifically rigorous and that I’m off my nut, and then in the end who turns out to be right like 98.95 of the time? I just think I’ve ... earned the benefit of the doubt here.Interestingly enough, however, it is Scully who solves the mystery at the heart of this particular episode of X-Files—Mulder and Scully are indeed trapped inside a giant fungus, being slowly digested by its gooey secretions.And while Mulder’s viewpoint is most often endorsed in the series, the chaos of the Trump administration illustrates perfectly the dangers behind the valorisation of the irrational over the rational. In a decade in which rationality itself is coming under increasing threat—by “fake news”; through a hostility towards the science of climate change; in the desire to wind back further the gains of the feminist movement—we need to remember the importance of the strong and abiding relationship between rationality and feminism. This is a relationship that goes at least as far back as Mary Wollstonecraft’s (1759-1797) Vindication of the Rights of Woman (1792), is at the heart of the feminist gothic writings of women like Ann Radcliffe (1764-1823) and Mary Shelley (1797-1851). This commitment to the power of rationality lives on in the character of Dana Scully.Conclusion: Scully as Twenty-First-Century Feminist IconI have argued throughout this article that there are limitations of the kind of feminism embodied in Scully, but it is clear that she has come to represent a type of woman who refuses to let men dictate her behaviour, and who maintains her professionalism even under the most difficult of circumstances. A host of Scully memes now circulating on the web celebrate the character’s competence, intelligence, and compassion (figs. 2, 3, and 4). The character of Scully now exists far beyond the confines of the television screen and the imaginations of her predominantly male authors. Scully’s continuing relevance to twenty-first century feminists is reflected in this meme recently placed by Anderson on her Twitter account in response to the allegations of sexual misconduct directed at US Supreme Court nominee Brett Kavanagh (fig. 5). Rarely have the 1990s seemed so relevant to the present moment.Fig. 2: Scully meme, Meme Generator.Fig. 3: Rustnsplinters, “Scully Motivational.” Deviant Art.Fig. 4: E.H. Redlum, “Scully: Meme Style.” Deviant Art.Fig. 5: Gillian Anderson tweet.ReferencesBadley, Linda. “Scully Hits the Glass Ceiling: Postmodernism, Postfeminism, Posthumanism, and The X-Files.” Fantasy Girls: Gender in the New Universe of Science Fiction and Fantasy Television. Ed. Elyce Rae Helford. Lanham: Rowman & Littlefield, 2000. 61-90.Consalvi, Sydney. “The Scully Effect Continues: How The X-Files’ Dana Scully Changed Television Forever.” Odyssey. 9 Aug. 2016. 1 Dec. 2018 <https://www.theodysseyonline.com/scully-effect>.Faludi, Susan. Backlash: The Undeclared War against Women. London: Vintage, 1991.Freeman, David. “Scientists Say Mysterious ‘Oumuamua’ Object Could Be an Alien Spacecraft: Harvard Researchers Raise the Possibility That It’s a Probe Sent by Extraterrestrials.” NBCNews.com. 6 Nov. 2018. 1 Dec. 2018 <https://www.nbcnews.com/mach/science/scientists-say-mysterious-oumuamua-object-could-be-alien-spacecraft-ncna931381>.Genz, Stéphanie, and Benjamin A. Brabon. Postfeminism: Cultural Texts and Theories. Edinburgh: Edinburgh UP, 2009.Gill, Rosalind. “Post-Postfeminism? New Feminist Visibilities in Postfeminist Times.” Feminist Media Studies 16.4 (2016): 610-30.Idato, Michael. “Gillian Anderson on Why She’s Closing The X-Files after 25 Years.” The Sydney Morning Herald. 15 Jan. 2018. 1 Dec. 2018 <https://www.smh.com.au/entertainment/tv-and-radio/times-up-gillian-anderson-on-why-shes-closing-the-xfiles-after-25-years-20180115-h0iapf.html>.Kim, L.S. “‘Sex and the Single Girl’ in Postfeminism: The F Word on Television.” Television and New Media 2.4 (Nov. 2001): 319-334.Koven, Mikel J. “The X-Files.” Essential Cult TV Reader. Ed. David Lavery. Lexington: University of Kentucky Press, 2010. 337-343.McRobbie, Angela. “Notes on the Perfect: Competitive Femininity in Neoliberal Times.” Australian Feminist Studies 30:83 (2015): 3-20.Modery, Lauren. “Gillian Anderson Is the Feminist Twitter Hero We Need Right Now.” Birth. Movies. Death. 25 Jan. 2018. 1 Dec. 2018 <https://birthmoviesdeath.com/2018/01/25/gillian-anderson-is-the-feminist-twitter-hero-we-need-right-now>.Moses, Michael Valdez. “Kingdom of Darkness: Autonomy and Conspiracy in The X-Files and Millenium.” The Philosophy of TV Noir. Eds. Steven M. Sanders and Aeon J. Skoble. Lexington: U. of Kentucky P., 2008. 203-228.21stCentury Fox, the Geena Davis Institute on Gender in Media, and J. Walter Thompson Intelligence. The ‘Scully Effect’: I Want to Believe… in STEM. 2018. <https://impact.21cf.com/wp-content/uploads/sites/2/2018/03/ScullyEffectReport_21CF_1-1.pdf>.Wildermuth, Mark E. Gender, Science Fiction Television, and the American Security State: 1958-Present. London: Palgrave Macmillan, 2014.X-Files: Fight the Future. Dir. Rob Bowman. Perf. Gillian Anderson and David Duchovny. 20th Century Fox. 1998.

Abstract:

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

Abstract:

The Internet has connected people and cultures in a way that, just ten years ago, was unimaginable. Because of the net, materials once scarce are now ubiquitous. Indeed, never before in human history have so many people had so much access to such a wide variety of cultural material, yet far from heralding a new cultural nirvana, we are facing a creative lock-down. Over the last hundred years, copyright term has been extended time and again by a creative industry eager to hold on to the exclusive rights to its most lucrative materials. Previously, these rights guaranteed a steady income because the industry controlled supply and, in many cases, manufactured demand. But now culture has moved from being physical artefacts that can be sold or performances that can be experienced to being collections of 1s and 0s that can be easily copied and exchanged. People are revelling in the opportunity to acquire and experience music, movies, TV, books, photos, essays and other materials that they would otherwise have missed out on; and they picking up the creative ball and running with it, making their own version, remixes, mash-ups and derivative works. More importantly than that, people are producing and sharing their own cultural resources, publishing their own original photos, movies, music, writing. You name it, somewhere someone is making it, just for the love of it. Whilst the creative industries are using copyright law in every way they can to prosecute, shut down, and scare people away from even legitimate uses of cultural materials, the law itself is becoming increasingly inadequate. It can no longer deal with society’s demands and expectations, nor can it cope with modern forms of collaboration facilitated by technologies that the law makers could never have anticipated. Understanding Copyright Copyright is a complex area of law and even a seemingly simple task like determining whether a work is in or out of copyright can be a difficult calculation, as illustrated by flowcharts from Tim Padfield of the National Archives examining the British system, and Bromberg & Sunstein LLP which covers American works. Despite the complexity, understanding copyright is essential in our burgeoning knowledge economies. It is becoming increasingly clear that sharing knowledge, skills and expertise is of great importance not just within companies but also within communities and for individuals. There are many tools available today that allow people to work, synchronously or asynchronously, on creative endeavours via the Web, including: ccMixter, a community music site that helps people find material to remix; YouTube, which hosts movies; and JumpCut:, which allows people to share and remix their movies. These tools are being developed because of the increasing number of cultural movements toward the appropriation and reuse of culture that are encouraging people to get involved. These movements vary in their constituencies and foci, and include the student movement FreeCulture.org, the Free Software Foundation, the UK-based Remix Commons. Even big business has acknowledged the importance of cultural exchange and development, with Apple using the tagline ‘Rip. Mix. Burn.’ for its controversial 2001 advertising campaign. But creators—the writers, musicians, film-makers and remixers—frequently lose themselves in the maze of copyright legislation, a maze complicated by the international aspect of modern collaboration. Understanding of copyright law is at such a low ebb because current legislation is too complex and, in parts, out of step with modern technology and expectations. Creators have neither the time nor the motivation to learn more—they tend to ignore potential issues and continue labouring under any misapprehensions they have acquired along the way. The authors believe that there is an urgent need for review, modernisation and simplification of intellectual property laws. Indeed, in the UK, intellectual property is currently being examined by a Treasury-level review lead by Andrew Gowers. The Gowers Review is, at the time of writing, accepting submissions from interested parties and is due to report in the Autumn of 2006. Internationally, however, the situation is likely to remain difficult, so creators must grasp the nettle, educate themselves about copyright, and ensure that they understand the legal ramifications of collaboration, publication and reuse. What Is Collaboration? Wikipedia, a free online encyclopaedia created and maintained by unpaid volunteers, defines collaboration as “all processes wherein people work together—applying both to the work of individuals as well as larger collectives and societies” (Wikipedia, “Collaboration”). These varied practices are some of our most common and basic tendencies and apply in almost every sphere of human behaviour; working together with others might be described as an instinctive, pragmatic or social urge. We know we are collaborating when we work in teams with colleagues or brainstorm an idea with a friend, but there are many less familiar examples of collaboration, such as taking part in a Mexican wave or standing in a queue. In creative works, the law expects collaborators to obtain permission to reuse work created by others before they embark upon that reuse. Yet this distinction between ‘my’ work and ‘your’ work is entirely a legal and social construct, as opposed to an absolute fact of human nature, and new technologies are blurring the boundaries between what is ‘mine’ and what is ‘yours’ whilst new cultural movements posit a third position, ‘ours’. Yochai Benkler coined the term ‘commons-based peer production’ (Benkler, Coase’s Penguin; The Wealth of Nations) to describe collaborative efforts, such as free and open-source software or projects such as Wikipedia itself, which are based on sharing information. Benkler posits this particular example of collaboration as an alternative model for economic development, in contrast to the ‘firm’ and the ‘market’. Benkler’s notion sits uncomfortably with the individualistic precepts of originality which dominate IP policy, but with examples of commons-based peer production on the increase, it cannot be ignored when considering how new technologies and ways of working interact with existing and future copyright legislation. The Development of Collaboration When we think of collaboration we frequently imagine academics working together on a research paper, or musicians jamming together to write a new song. In academia, researchers working on a project are expected to write papers for publication in journals on a regular basis. The motto ‘publish or die’ is well known to anyone who has worked in academic circle—publishing papers is the lifeblood of the academic career, forming the basis of a researcher’s status within the academic community and providing data and theses for other researchers to test and build upon. In these circumstances, copyright is often assigned by the authors to a journal and, because there is no direct commercial outcome for the authors, conflicts regarding copyright tend to be restricted to issues such as reuse and reproduction. Within the creative industries, however, the focus of the collaboration is to derive commercial benefit from the work, so copyright issues, such as division of fees and royalties, plagiarism, and rights for reuse are much more profitable and hence they are more vigorously pursued. All of these issues are commonly discussed, documented and well understood. Less well understood is the interaction between copyright and the types of collaboration that the Internet has facilitated over the last decade. Copyright and Wikis Ten years ago, Ward Cunningham invented the ‘wiki’—a Web page which could be edited in situ by anyone with a browser. A wiki allows multiple users to read and edit the same page and, in many cases, those users are either anonymous or identified only by a nickname. The most famous example of a wiki is Wikipedia, which was started by Jimmy Wales in 2001 and now has over a million articles and over 1.2 million registered users (Wikipedia, “Wikipedia Statistics”). The culture of online wiki collaboration is a gestalt—the whole is greater than the sum of the parts and the collaborators see the overall success of the project as more important than their contribution to it. The majority of wiki software records every single edit to every page, creating a perfect audit trail of who changed which page and when. Because copyright is granted for the expression of an idea, in theory, this comprehensive edit history would allow users to assert copyright over their contributions, but in practice it is not possible to delineate clearly between different people’s contributions and, even if it was possible, it would simply create a thicket of rights which could never be untangled. In most cases, wiki users do not wish to assert copyright and are not interested in financial gain, but when wikis are set up to provide a source of information for reuse, copyright licensing becomes an issue. In the UK, it is not possible to dedicate a piece of work to the public domain, nor can you waive your copyright in a work. When a copyright holder wishes to licence their work, they can only assign that licence to another person or a legal entity such as a company. This is because in the UK, the public domain is formed of the ‘leftovers’ of intellectual property—works for which copyright has expired or those aspects of creative works which do not qualify for protection. It cannot be formally added to, although it certainly can be reduced by, for example, extension of copyright term which removes work from the public domain by re-copyrighting previously unprotected material. So the question becomes, to whom does the content of a wiki belong? At this point traditional copyright doctrines are of little use. The concept of individuals owning their original contribution falls down when contributions become so entangled that it’s impossible to split one person’s work from another. In a corporate context, individuals have often signed an employment contract in which they assign copyright in all their work to their employer, so all material created individually or through collaboration is owned by the company. But in the public sphere, there is no employer, there is no single entity to own the copyright (the group of contributors not being in itself a legal entity), and therefore no single entity to give permission to those who wish to reuse the content. One possible answer would be if all contributors assigned their copyright to an individual, such as the owner of the wiki, who could then grant permission for reuse. But online communities are fluid, with people joining and leaving as the mood takes them, and concepts of ownership are not as straightforward as in the offline world. Instead, authors who wished to achieve the equivalent of assigning rights to the public domain would have to publish a free licence to ‘the world’ granting permission to do any act otherwise restricted by copyright in the work. Drafting such a licence so that it is legally binding is, however, beyond the skills of most and could be done effectively only by an expert in copyright. The majority of creative people, however, do not have the budget to hire a copyright lawyer, and pro bono resources are few and far between. Copyright and Blogs Blogs are a clearer-cut case. Blog posts are usually written by one person, even if the blog that they are contributing to has multiple authors. Copyright therefore resides clearly with the author. Even if the blog has a copyright notice at the bottom—© A.N. Other Entity—unless there has been an explicit or implied agreement to transfer rights from the writer to the blog owner, copyright resides with the originator. Simply putting a copyright notice on a blog does not constitute such an agreement. Equally, copyright in blog comments resides with the commenter, not the site owner. This reflects the state of copyright with personal letters—the copyright in a letter resides with the letter writer, not the recipient, and owning letters does not constitute a right to publish them. Obviously, by clicking the ‘submit’ button, commenters have decided themselves to publish, but it should be remembered that that action does not transfer copyright to the blog owner without specific agreement from the commenter. Copyright and Musical Collaboration Musical collaboration is generally accepted by legal systems, at least in terms of recording (duets, groups and orchestras) and writing (partnerships). The practice of sampling—taking a snippet of a recording for use in a new work—has, however, changed the nature of collaboration, shaking up the recording industry and causing a legal furore. Musicians have been borrowing directly from each other since time immemorial and the student of classical music can point to many examples of composers ‘quoting’ each other’s melodies in their own work. Folk musicians too have been borrowing words and music from each other for centuries. But sampling in its modern form goes back to the musique concrète movement of the 1940s, when musicians used portions of other recordings in their own new compositions. The practice developed through the 50s and 60s, with The Beatles’ “Revolution 9” (from The White Album) drawing heavily from samples of orchestral and other recordings along with speech incorporated live from a radio playing in the studio at the time. Contemporary examples of sampling are too common to pick highlights, but Paul D. Miller, a.k.a. DJ Spooky ‘that Subliminal Kid’, has written an analysis of what he calls ‘Rhythm Science’ which examines the phenomenon. To begin with, sampling was ignored as it was rare and commercially insignificant. But once rap artists started to make significant amounts of money using samples, legal action was taken by originators claiming copyright infringement. Notable cases of illegal sampling were “Pump Up the Volume” by M/A/R/R/S in 1987 and Vanilla Ice’s use of Queen/David Bowie’s “Under Pressure” in the early 90s. Where once artists would use a sample and sort out the legal mess afterwards, such high-profile litigation has forced artists to secure permission for (or ‘clear’) their samples before use, and record companies will now refuse to release any song with uncleared samples. As software and technology progress further, so sampling progresses along with it. Indeed, sampling has now spawned mash-ups, where two or more songs are combined to create a musical hybrid. Instead of using just a portion of a song in a new composition which may be predominantly original, mash-ups often use no original material and rely instead upon mixing together tracks creatively, often juxtaposing musical styles or lyrics in a humorous manner. One of the most illuminating examples of a mash-up is DJ Food Raiding the 20th Century which itself gives a history of sampling and mash-ups using samples from over 160 sources, including other mash-ups. Mash-ups are almost always illegal, and this illegality drives mash-up artists underground. Yet, despite the fact that good mash-ups can spread like wildfire on the Internet, bringing new interest to old and jaded tracks and, potentially, new income to artists whose work had been forgotten, this form of musical expression is aggressively demonised upon by the industry. Given the opportunity, the industry will instead prosecute for infringement. But clearing rights is a complex and expensive procedure well beyond the reach of the average mash-up artist. First, you must identify the owner of the sound recording, a task easier said than done. The name of the rights holder may not be included in the original recording’s packaging, and as rights regularly change hands when an artist’s contract expires or when a record label is sold, any indication as to the rights holder’s identity may be out of date. Online musical databases such as AllMusic can be of some use, but in the case of older or obscure recordings, it may not be possible to locate the rights holder at all. Works where there is no identifiable rights holder are called ‘orphaned works’, and the longer the term of copyright, the more works are orphaned. Once you know who the rights holder is, you can negotiate terms for your proposed usage. Standard fees are extremely high, especially in the US, and typically discourage use. This convoluted legal culture is an anachronism in desperate need of reform: sampling has produced some of the most culturally interesting and financially valuable recordings of the past thirty years, so should be supported rather than marginalised. Unless the legal culture develops an acceptance for these practices, the associated financial and cultural benefits for society will not be realised. The irony is that there is already a successful model for simplifying licensing. If a musician wishes to record a cover version of a song, then royalty terms are set by law and there is no need to seek permission. In this case, the lawmakers have recognised the social and cultural benefit of cover versions and created a workable solution to the permissions problem. There is no logical reason why a similar system could not be put in place for sampling. Alternatives to Traditional Copyright Copyright, in its default structure, is a disabling force. It says that you may not do anything with my work without my permission and forces creators wishing to make a derivative work to contact me in order to obtain that permission in writing. This ‘permissions society’ has become the norm, but it is clear that it is not beneficial to society to hide away so much of our culture behind copyright, far beyond the reach of the individual creator. Fortunately there are fast-growing alternatives which simplify whilst encouraging creativity. Creative Commons is a global movement started by academic lawyers in the US who thought to write a set of more flexible copyright licences for creative works. These licenses enable creators to precisely tailor restrictions imposed on subsequent users of their work, prompting the tag-line ‘some rights reserved’ Creators decide if they will allow redistribution, commercial or non-commercial re-use, or require attribution, and can combine these permissions in whichever way they see fit. They may also choose to authorise others to sample their works. Built upon the foundation of copyright law, Creative Commons licences now apply to some 53 million works world-wide (Doctorow), and operate in over 60 jurisdictions. Their success is testament to the fact that collaboration and sharing is a fundamental part of human nature, and treating cultural output as property to be locked away goes against the grain for many people. Creative Commons are now also helping scientists to share not just the results of their research, but also data and samples so that others can easily replicate experiments and verify or refute results. They have thus created Science Commons in an attempt to free up data and resources from unnecessary private control. Scientists have been sharing their work via personal Web pages and other Websites for many years, and additional tools which allow them to benefit from network effects are to be welcomed. Another example of functioning alternative practices is the Remix Commons, a grassroots network spreading across the UK that facilitates artistic collaboration. Their Website is a forum for exchange of cultural materials, providing a space for creators to both locate and present work for possible remixing. Any artistic practice which can reasonably be rendered online is welcomed in their broad church. The network’s rapid expansion is in part attributable to its developers’ understanding of the need for tangible, practicable examples of a social movement, as embodied by their ‘free culture’ workshops. Collaboration, Copyright and the Future There has never been a better time to collaborate. The Internet is providing us with ways to work together that were unimaginable even just a decade ago, and high broadband penetration means that exchanging large amounts of data is not only feasible, but also getting easier and easier. It is possible now to work with other artists, writers and scientists around the world without ever physically meeting. The idea that the Internet may one day contain the sum of human knowledge is to underestimate its potential. The Internet is not just a repository, it is a mechanism for new discoveries, for expanding our knowledge, and for making links between people that would previously have been impossible. Copyright law has, in general, failed to keep up with the amazing progress shown by technology and human ingenuity. It is time that the lawmakers learnt how to collaborate with the collaborators in order to bring copyright up to date. References Apple. “Rip. Mix. Burn.” Advertisement. 28 April 2006 http://www.theapplecollection.com/Collection/AppleMovies/mov/concert_144a.html>. Benkler, Yochai. Coase’s Penguin. Yale Law School, 1 Dec. 2002. 14 April 2006 http://www.benkler.org/CoasesPenguin.html>. ———. The Wealth of Nations. New Haven: Yape UP, 2006. Bromberg & Sunstein LLP. Flowchart for Determining when US Copyrights in Fixed Works Expire. 14 Apr. 2006 http://www.bromsun.com/practices/copyright-portfolio-development/flowchart.htm>. DJ Food. Raiding the 20th Century. 14 April 2006 http://www.ubu.com/sound/dj_food.html>. Doctorow, Cory. “Yahoo Finds 53 Million Creative Commons Licensed Works Online.” BoingBoing 5 Oct. 2005. 14 April 2006 http://www.boingboing.net/2005/10/05/yahoo_finds_53_milli.html>. Miller, Paul D. Rhythm Science. Cambridge, Mass.: MIT Press, 2004. Padfield, Tim. “Duration of Copyright.” The National Archives. 14 Apr. 2006 http://www.kingston.ac.uk/library/copyright/documents/DurationofCopyright FlowchartbyTimPadfieldofTheNationalArchives_002.pdf>. Wikipedia. “Collaboration.” 14 April 2006 http://en.wikipedia.org/wiki/Collaboration>. ———. “Wikipedia Statistics.” 14 April 2006 http://en.wikipedia.org/wiki/Special:Statistics>. Citation reference for this article MLA Style Charman, Suw, and Michael Holloway. "Copyright in a Collaborative Age." M/C Journal 9.2 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0605/02-charmanholloway.php>. APA Style Charman, S., and M. Holloway. (May 2006) "Copyright in a Collaborative Age," M/C Journal, 9(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0605/02-charmanholloway.php>.

Abstract:

IntroductionIn March 2015, I visited the Lambing Flat Folk Museum (established 1967) in the “cherry capital of Australia”, the town of Young, New South Wales, in preparation for a student excursion. Like other Australian folk museums, this museum focuses on the ordinary and the everyday of rural life, and is heavily reliant on local history, local historians, volunteers, and donated objects for the collection. It may not sound as though the Lambing Flat Folk Museum (LFFM) holds much potential for a fashion curator, as fashion exhibitions have become high points of innovation in exhibition design. It is quite a jolt to return to old style folk museums, when travelling shows such as Alexander McQueen: Savage Beauty (Metropolitan Museum of Art 2011 – V&A Museum 2015) or The Fashion World of Jean Paul Gaultier (V&A Museum 2011­ – NGV 2014) are popping up around the globe. The contrast stimulated this author to think on the role and the power of curators. This paper will show that the potential for fashion as a vehicle for demonstrating ideas other than through rubrics of design or history has been growing. We all wear dress. We express identity, politics, status, age, gender, social values, and mental state through the way we dress each and every day. These key issues are also explored in many museum exhibitions.Small museums often have an abundance of clothing. For them, it is a case of not only managing and caring for growing collections but also curating objects in a way that communicates regional and often national identity, as well as narrating stories in meaningful ways to audiences. This paper argues that the way in which dress is curated can greatly enhance temporary and permanent exhibitions. Fashion curation is on the rise (Riegels Melchior). This paper looks at why this is so, the potential for this specialisation in curation, the research required, and the sensitivity needed in communicating ideas in exhibitions. It also suggests how fashion curation skills may facilitate an increasing demand.Caring for the AudienceThe paper draws on a case study of how Chinese people at the LFFM are portrayed. The Chinese came to the Young district during the 1860s gold rush. While many people often think the Chinese were sojourners (Rolls), that is, they found gold and returned to China, many actually settled in regional Australia (McGowan; Couchman; Frost). At Young there were riots against the Chinese miners, and this narrative is illustrated at the museum.In examining the LFFM, this paper points to the importance of caring for the audience as well as objects, knowing and acknowledging the current and potential audiences. Caring for how the objects are received and perceived is vital to the work of curators. At this museum, the stereotypic portrayal of Chinese people, through a “coolie” hat, a fan, and two dolls dressed in costume, reminds us of the increased professionalisation of the museum sector in the last 20 years. It also reminds us of the need for good communication through both the objects and texts. Audiences have become more sophisticated, and their expectations have increased. Displays and accompanying texts that do not reflect in depth research, knowledge, and sensitivities can result in viewers losing interest quickly. Not long into my visit I began thinking of the potential reaction by the Chinese graduate students. In a tripartite model called the “museum experience”, Falk and Dierking argue that the social context, personal context, and physical context affect the visitor’s experience (5). The social context of who we visit with influences enjoyment. Placing myself in the students’ shoes sharpened reactions to some of the displays. Curators need to be mindful of a wide range of audiences. The excursion was to be not so much a history learning activity, but a way for students to develop a personal interest in museology and to learn the role museums can play in society in general, as well as in small communities. In this case the personal context was also a professional context. What message would they get?Communication in MuseumsStudies by Falk et al. indicate that museum visitors only view an exhibition for 30 minutes before “museum fatigue” sets in (249–257). The physicality of being in a museum can affect the museum experience. Hence, many institutions responded to these studies by placing the key information and objects in the introductory areas of an exhibition, before the visitor gets bored. As Stephen Bitgood argues, this can become self-fulfilling, as the reaction by the exhibition designers can then be to place all the most interesting material early in the path of the audience, leaving the remainder as mundane displays (196). Bitgood argues there is no museum fatigue. He suggests that there are other things at play which curators need to heed, such as giving visitors choice and opportunities for interaction, and avoiding overloading the audience with information and designing poorly laid-out exhibitions that have no breaks or resting points. All these factors contribute to viewers becoming both mentally and physically tired. Rather than placing the onus on the visitor, he contends there are controllable factors the museum can attend to. One of his recommendations is to be provocative in communication. Stimulating exhibitions are more likely to engage the visitor, minimising boredom and tiredness (197). Xerxes Mazda recommends treating an exhibition like a good story, with a beginning, a dark moment, a climax, and an ending. The LFFM certainly has those elements, but they are not translated into curation that gives a compelling narration that holds the visitors’ attention. Object labels give only rudimentary information, such as: “Wooden Horse collar/very rare/donated by Mr Allan Gordon.” Without accompanying context and engaging language, many visitors could find it difficult to relate to, and actively reflect on, the social narrative that the museum’s objects could reflect.Text plays an important role in museums, particularly this museum. Communication skills of the label writers are vital to enhancing the museum visit. Louise Ravelli, in writing on museum texts, states that “communication needs to be more explicit and more reflexive—to bring implicit assumptions to the surface” (3). This is particularly so for the LFFM. Posing questions and using an active voice can provoke the viewer. The power of text can be seen in one particular museum object. In the first gallery is a banner that contains blatant racist text. Bringing racism to the surface through reflexive labelling can be powerful. So for this museum communication needs to be sensitive and informative, as well as pragmatic. It is not just a case of being reminded that Australia has a long history of racism towards non-Anglo Saxon migrants. A sensitive approach in label-writing could ask visitors to reflect on Australia’s long and continued history of racism and relate it to the contemporary migration debate, thereby connecting the present day to dark historical events. A question such as, “How does Australia deal with racism towards migrants today?” brings issues to the surface. Or, more provocatively, “How would I deal with such racism?” takes the issue to a personal level, rather than using language to distance the issue of racism to a national issue. Museums are more than repositories of objects. Even a small underfunded museum can have great impact on the viewer through the language they use to make meaning of their display. The Lambing Flat Roll-up Banner at the LFFMThe “destination” object of the museum in Young is the Lambing Flat Roll-up Banner. Those with a keen interest in Australian history and politics come to view this large sheet of canvas that elicits part of the narrative of the Lambing Flat Riots, which are claimed to be germane to the White Australia Policy (one of the very first pieces of legislation after the Federation of Australia was The Immigration Restriction Act 1901).On 30 June 1861 a violent anti-Chinese riot occurred on the goldfields of Lambing Flat (now known as Young). It was the culmination of eight months of growing conflict between European and Chinese miners. Between 1,500 and 2,000 Europeans lived and worked in these goldfields, with little government authority overseeing the mining regulations. Earlier, in November 1860, a group of disgruntled European miners marched behind a German brass band, chasing off 500 Chinese from the field and destroying their tents. Tensions rose and fell until the following June, when the large banner was painted and paraded to gather up supporters: “…two of their leaders carrying in advance a magnificent flag, on which was written in gold letters – NO CHINESE! ROLL UP! ROLL UP! ...” (qtd. in Coates 40). Terrified, over 1,270 Chinese took refuge 20 kilometres away on James Roberts’s property, “Currawong”. The National Museum of Australia commissioned an animation of the event, The Harvest of Endurance. It may seem obvious, but the animators indicated the difference between the Chinese and the Europeans through dress, regardless that the Chinese wore western dress on the goldfields once the clothing they brought with them wore out (McGregor and McGregor 32). Nonetheless, Chinese expressions of masculinity differed. Their pigtails, their shoes, and their hats were used as shorthand in cartoons of the day to express the anxiety felt by many European settlers. A more active demonstration was reported in The Argus: “ … one man … returned with eight pigtails attached to a flag, glorifying in the work that had been done” (6). We can only imagine this trophy and the de-masculinisation it caused.The 1,200 x 1,200 mm banner now lays flat in a purpose-built display unit. Viewers can see that it was not a hastily constructed work. The careful drafting of original pencil marks can be seen around the circus styled font: red and blue, with the now yellow shadowing. The banner was tied with red and green ribbon of which small remnants remain attached.The McCarthy family had held the banner for 100 years, from the riots until it was loaned to the Royal Australian Historical Society in November 1961. It was given to the LFFM when it opened six years later. The banner is given key positioning in the museum, indicating its importance to the community and its place in the region’s memory. Just whose memory is narrated becomes apparent in the displays. The voice of the Chinese is missing.Memory and Museums Museums are interested in memory. When visitors come to museums, the work they do is to claim, discover, and sometimes rekindle memory (Smith; Crane; Williams)—-and even to reshape memory (Davidson). Fashion constantly plays with memory: styles, themes, textiles, and colours are repeated and recycled. “Cutting and pasting” presents a new context from one season to the next. What better avenue to arouse memory in museums than fashion curation? This paper argues that fashion exhibitions fit within the museum as a “theatre of memory”, where social memory, commemoration, heritage, myth, fantasy, and desire are played out (Samuels). In the past, institutions and fashion curators often had to construct academic frameworks of “history” or “design” in order to legitimise fashion exhibitions as a serious pursuit. Exhibitions such as Fashion and Politics (New York 2009), Fashion India: Spectacular Capitalism (Oslo 2014) and Fashion as Social Energy (Milan 2015) show that fashion can explore deeper social concerns and political issues.The Rise of Fashion CuratorsThe fashion curator is a relative newcomer. What would become the modern fashion curator made inroads into museums through ethnographic and anthropological collections early in the 20th century. Fashion as “history” soon followed into history and social museums. Until the 1990s, the fashion curator in a museum was seen as, and closely associated with, the fashion historian or craft curator. It could be said that James Laver (1899–1975) or Stella Mary Newton (1901–2001) were the earliest modern fashion curators in museums. They were also fashion historians. However, the role of fashion curator as we now know it came into its own right in the 1970s. Nadia Buick asserts that the first fashion exhibition, Fashion: An Anthology by Cecil Beaton, was held at the Victoria and Albert Museum, curated by the famous fashion photographer Cecil Beaton. He was not a museum employee, a trained curator, or even a historian (15). The museum did not even collect contemporary fashion—it was a new idea put forward by Beaton. He amassed hundreds of pieces of fashion items from his friends of elite society to complement his work.Radical changes in museums since the 1970s have been driven by social change, new expectations and new technologies. Political and economic pressures have forced museum professionals to shift their attention from their collections towards their visitors. There has been not only a growing number of diverse museums but also a wider range of exhibitions, fashion exhibitions included. However, as museums and the exhibitions they mount have become more socially inclusive, this has been somewhat slow to filter through to the fashion exhibitions. I assert that the shift in fashion exhibitions came as an outcome of new writing on fashion as a social and political entity through Jennifer Craik’s The Face of Fashion. This book has had an influence, beyond academic fashion theorists, on the way in which fashion exhibitions are curated. Since 1997, Judith Clark has curated landmark exhibitions, such as Malign Muses: When Fashion Turns Back (Antwerp 2004), which examine the idea of what fashion is rather than documenting fashion’s historical evolution. Dress is recognised as a vehicle for complex issues. It is even used to communicate a city’s cultural capital and its metropolitan modernity as “fashion capitals” (Breward and Gilbert). Hence the reluctant but growing willingness for dress to be used in museums to critically interrogate, beyond the celebratory designer retrospectives. Fashion CurationFashion curators need to be “brilliant scavengers” (Peoples). Curators such as Clark pick over what others consider as remains—the neglected, the dissonant—bringing to the fore what is forgotten, where items retrieved from all kinds of spheres are used to fashion exhibitions that reflect the complex mix of the tangible and intangible that is present in fashion. Allowing the brilliant scavengers to pick over the flotsam and jetsam of everyday life can make for exciting exhibitions. Clothing of the everyday can be used to narrate complex stories. We only need think of the black layette worn by Baby Azaria Chamberlain—or the shoe left on the tarmac at Darwin Airport, having fallen off the foot of Mrs Petrov, wife of the Russian diplomat, as she was forced onto a plane. The ordinary remnants of the Chinese miners do not appear to have been kept. Often, objects can be transformed by subsequent significant events.Museums can be sites of transformation for its audiences. Since the late 1980s, through the concept of the New Museum (Vergo), fashion as an exhibition theme has been used to draw in wider museum audiences and to increase visitor numbers. The clothing of Vivienne Westwood, (34 Years in Fashion 2005, NGA) Kylie Minogue (Kylie: An Exhibition 2004­–2005, Powerhouse Museum), or Princess Grace (Princess Grace: Style Icon 2012, Bendigo Art Gallery) drew in the crowds, quantifying the relevance of museums to funding bodies. As Marie Riegels Melchior notes, fashion is fashionable in museums. What is interesting is that the New Museum’s refrain of social inclusion (Sandell) has yet to be wholly embraced by art museums. There is tension between the fashion and museum worlds: a “collision of the fashion and art worlds” (Batersby). Exhibitions of elite designer clothing worn by celebrities have been seen as very commercial operations, tainting the intellectual and academic reputations of cultural institutions. What does fashion curation have to do with the banner mentioned previously? It would be miraculous for authentic clothing worn by Chinese miners to surface now. In revising the history of Lambing Flat, fashion curators need to employ methodologies of absence. As Clynk and Peoples have shown, by examining archives, newspaper advertisements, merchants’ account books, and other material that incidentally describes the business of clothing, absence can become present. While the later technology of photography often shows “Sunday best” fashions, it also illustrates the ordinary and everyday dress of Chinese men carrying out business transactions (MacGowan; Couchman). The images of these men bring to mind the question: were these the children of men, or indeed the men themselves, who had their pigtails violently cut off years earlier? The banner was also used to show that there are quite detailed accounts of events from local and national newspapers of the day. These are accessible online. Accounts of the Chinese experience may have been written up in Chinese newspapers of the day. Access to these would be limited, if they still exist. Historian Karen Schamberger reminds us of the truism: “history is written by the victors” in her observations of a re-enactment of the riots at the Lambing Flat Festival in 2014. The Chinese actors did not have speaking parts. She notes: The brutal actions of the European miners were not explained which made it easier for audience members to distance themselves from [the Chinese] and be comforted by the actions of a ‘white hero’ James Roberts who… sheltered the Chinese miners at the end of the re-enactment. (9)Elsewhere, just out of town at the Chinese Tribute Garden (created in 1996), there is evidence of presence. Plaques indicating donors to the garden carry names such as Judy Chan, Mrs King Chou, and Mr and Mrs King Lam. The musically illustrious five siblings of the Wong family, who live near Young, were photographed in the Discover Central NSW tourist newspaper in 2015 as a drawcard for the Lambing Flat Festival. There is “endurance”, as the title of NMA animation scroll highlights. Conclusion Absence can be turned around to indicate presence. The “presence of absence” (Meyer and Woodthorpe) can be a powerful tool. Seeing is the pre-eminent sense used in museums, and objects are given priority; there are ways of representing evidence and narratives, and describing relationships, other than fashion presence. This is why I argue that dress has an important role to play in museums. Dress is so specific to time and location. It marks specific occasions, particularly at times of social transitions: christening gowns, bar mitzvah shawls, graduation gowns, wedding dresses, funerary shrouds. Dress can also demonstrate the physicality of a specific body: in the extreme, jeans show the physicality of presence when the body is removed. The fashion displays in the museum tell part of the region’s history, but the distraction of the poor display of the dressed mannequins in the LFFM gets in the way of a “good story”.While rioting against the Chinese miners may cause shame and embarrassment, in Australia we need to accept that this was not an isolated event. More formal, less violent, and regulated mechanisms of entry to Australia were put in place, and continue to this day. It may be that a fashion curator, a brilliant scavenger, may unpick the prey for viewers, placing and spacing objects and the visitor, designing in a way to enchant or horrify the audience, and keeping interest alive throughout the exhibition, allowing spaces for thinking and memories. Drawing in those who have not been the audience, working on the absence through participatory modes of activities, can be powerful for a community. Fashion curators—working with the body, stimulating ethical and conscious behaviours, and constructing dialogues—can undoubtedly act as a vehicle for dynamism, for both the museum and its audiences. As the number of museums grow, so should the number of fashion curators.ReferencesArgus. 10 July 1861. 20 June 2015 ‹http://trove.nla.gov.au/›.Batersby, Selena. “Icons of Fashion.” 2014. 6 June 2015 ‹http://adelaidereview.com.au/features/icons-of-fashion/›.Bitgood, Stephen. “When Is 'Museum Fatigue' Not Fatigue?” Curator: The Museum Journal 2009. 12 Apr. 2015 ‹http://onlinelibrary.wiley.com/doi/10.1111/j.2151-6952.2009.tb00344.x/abstract›. Breward, Christopher, and David Gilbert, eds. Fashion’s World Cities. Oxford: Berg Publications, 2006.Buick, Nadia. “Up Close and Personal: Art and Fashion in the Museum.” Art Monthly Australia Aug. (2011): 242.Clynk, J., and S. Peoples. “All Out in the Wash.” Developing Dress History: New Directions in Method and Practice. Eds. Annabella Pollen and Charlotte Nicklas C. London: Bloomsbury, forthcoming Sep. 2015. Couchman, Sophia. “Making the ‘Last Chinaman’: Photography and Chinese as a ‘Vanishing’ People in Australia’s Rural Local Histories.” Australian Historical Studies 42.1 (2011): 78–91.Coates, Ian. “The Lambing Flat Riots.” Gold and Civilisation. Canberra: The National Museum of Australia, 2011.Clark, Judith. Spectres: When Fashion Turns Back. London: V&A Publications, 2006.Craik, Jennifer. The Face of Fashion. Oxon: Routledge, 1994.Crane, Susan. “The Distortion of Memory.” History and Theory 36.4 (1997): 44–63.Davidson, Patricia. “Museums and the Shaping of Memory.” Heritage Museum and Galleries: An Introductory Reader. Ed. Gerard Corsane. Oxon: Routledge, 2005.Discover Central NSW. Milthorpe: BMCW, Mar. 2015.Dethridge, Anna. Fashion as Social Energy Milan: Connecting Cultures, 2005.Falk, John, and Lyn Dierking. The Museum Experience. Washington: Whaleback Books, 1992.———, John Koran, Lyn Dierking, and Lewis Dreblow. “Predicting Visitor Behaviour.” Curator: The Museum Journal 28.4 (1985): 249–57.Fashion and Politics. 13 July 2015 ‹http://www.fitnyc.edu/5103.asp›.Fashion India: Spectacular Capitalism. 13 July 2015 ‹http://www.tereza-kuldova.com/#!Fashion-India-Spectacular-Capitalism-Exhibition/cd23/85BBF50C-6CB9-4EE5-94BC-DAFDE56ADA96›.Frost, Warwick. “Making an Edgier Interpretation of the Gold Rushes: Contrasting Perspectives from Australia and New Zealand.” International Journal of Heritage Studies 11.3 (2005): 235-250.Mansel, Philip. Dressed to Rule: Royal and Court Costumes from Louis XIV to Elizabeth II. New Haven: Yale UP, 2005.Mazda, Xerxes. “Exhibitions and the Power of Narrative.” Museums Australia National Conference. Sydney, Australia. 23 May 2015. Opening speech.McGowan, Barry. Tracking the Dragon: A History of the Chinese in the Riverina. Wagga Wagga: Museum of the Riverina, 2010.Meyer, Morgan, and Kate Woodthorpe. “The Material Presence of Absence: A Dialogue between Museums and Cemeteries.” Sociological Research Online (2008). 6 July 2015 ‹http://www.socresonline.org.uk/13/5/1.html›.National Museum of Australia. “Harvest of Endurance.” 20 July 2015 ‹http://www.nma.gov.au/collections/collection_interactives/endurance_scroll/harvest_of_endurance_html_version/home›. Peoples, Sharon. “Cinderella and the Brilliant Scavengers.” Paper presented at the Fashion Tales 2015 Conference, Milan, June 2015. Ravelli, Louise. Museum Texts: Communication Frameworks. Oxon: Routledge, 2006.Riegels Melchior, Marie. “Fashion Museology: Identifying and Contesting Fashion in Museums.” Paper presented at Exploring Critical Issues, Mansfield College, Oxford, 22–25 Sep. 2011. Rolls, Eric. Sojourners: The Epic Story of China's Centuries-Old Relationship with Australia. St Lucia: U of Queensland P, 1992.Samuels, Raphael. Theatres of Memory. London: Verso, 2012.Sandell, Richard. “Social Inclusion, the Museum and the Dynamics of Sectorial Change.” Museum and Society 1.1 (2003): 45–62.Schamberger, Karen. “An Inconvenient Myth—the Lambing Flat Riots and Birth of a Nation.” Paper presented at Foundational Histories Australian Historical Conference, University of Sydney, 6–10 July 2015. Smith, Laurajane. The Users of Heritage. Oxon: Routledge, 2006.Vergo, Peter. New Museology. Chicago: U of Chicago P, 1989.Williams, Paul. Memorial Museums: The Global Rush to Commemorate Atrocities. Oxford: Berg Publishers, 2007.

Abstract:

Prometheus, chained to a rock, having his liver pecked out by a great bird only for the organ to grow back again each night so that the torture may be repeated afresh the next day must be the quintessential image of masculinity in crisis. This paper will consider Promethean myth and the issues it raises regarding 'creation' including: the role of creator, the relationship between creator and created, the usurping of maternal (creative) power by patriarchy and, not least, the offering of an experimental model in which masculine identity can be recreated. I argue that Promethean myth raises significant issues relating to anxieties associated with notions of masculinity and gender, which are subsequently transposed in Shelley's modernist recasting of the myth, Frankenstein. I then consider 'Promethean' science fiction film, as an area particularly concerned with re-creation, in terms of construction of the self, gender and masculinity. Prometheus & Creation Prometheus (whose name means 'forethought') was able to foresee the future and is credited with creating man from mud/clay. As Man was inferior to other creations and unprotected, Prometheus allowed Man to walk upright [1] like the Gods. He also stole from them the gift of fire, to give to Man, and tricked the Gods into allowing Man to keep the best parts of sacrifices (giving the Gods offal, bones and fat). Thus Prometheus is regarded as the father and creator of Mankind, and as Man's benefactor and protector; whose love of Man (or love of trickery and his own cleverness) leads him to deceive the Gods. Prometheus's brother, Epimetheus (whose name means 'afterthought'), was commissioned to make all the other creations and Prometheus was to overlook his work when it was done. Due to Epimetheus's short-sightedness there were no gifts left (such as fur etc.) to bestow upon Man – the nobler animal which Prometheus was entrusted to make. Prometheus, a Titan, and illegitimate son of Iapetus and the water nymph Clymene (Kirkpatrick, 1991), helped fight against the Titans the side of Zeus, helping Zeus seize the throne. More than simple indication of a rebellious spirit, his illegitimate status (albeit as opposed to an incestuous one – Iapetus was married to his sister Themis) raises the important issues of both legitimacy and filial loyalty, so recurrent within accounts of creation (of man, and human artifice). Some hold that Prometheus is punished for his deceptions i.e. over fire and the sacrifices, thus he is punished as much for his brother's failings as much as for his own ingenuity and initiative. Others maintain he is punished for refusing to tell Zeus which of Zeus's sons would overthrow him, protecting Zeus' half mortal son and his mortal mother. Zeus's father and grandfather suffered castration and usurpment at the hands of their offspring – for both Zeus and Prometheus (pro)creation is perilous. Prometheus's punishment here is for withholding a secret which accords power. In possessing knowledge (power) which could have secured his release, Prometheus is often viewed as emblematic of endurance, suffering and resistance and parental martyrdom. Prometheus, as mentioned previously, was chained to a rock where a great bird came and tore at his liver [2], the liver growing back overnight for the torture to be repeated afresh the following day. Heracles, a half mortal son of Zeus, slays the bird and frees Prometheus, thus Man repays his debt by liberation of his benefactor, or, in other accounts, he is required to take Prometheus's place, and thus liberating his creator and resulting in his own enslavement. Both versions clearly show the strength of bond between Prometheus and his creation but the latter account goes further in suggesting that Man and Maker are interchangeable. Also linked to Promethean myth is the creation of the first woman, Pandora. Constructed (by Jupiter at Zeus's command) on one hand as Man's punishment for Prometheus's tricks, and on the other as a gift to Man from the Gods. Her opening of 'the box', either releasing all mans ills, plagues and woes, or letting all benevolent gifts but hope escape, is seen as disastrous from either perspective. However what is emphasised is that the creation of Woman is secondary to the creation of Man. Therefore Prometheus is not the creator of humankind but of mankind. The issue of gender is an important aspect of Promethean narrative, which I discuss in the next section. Gender Issues Promethean myths raise a number of pertinent issues relating to gender and sexuality. Firstly they suggest that both Man and Woman are constructed [3], and that they are constructed as distinct entities, regarding Woman as inferior to Man. Secondly creative power is posited firmly with the masculine (by virtue of the male sex of both Prometheus and Jupiter), negating maternal and asserting patriarchal power. Thirdly Nature, which is associated with the feminine, is surpassed in that whilst Man is made from the earth (mud/clay) it is Prometheus who creates him (Mother Earth providing only the most basic raw materials for production); and Nature is overcome as Man is made independent of climate through the gift of fire. Tensions arise in that Prometheus's fate is also linked to childbirth in so far as that which is internal is painfully rendered external (strongly raising connotations of the abject – which threatens identity boundaries). The intense connection between creation and childbirth indicates that the appropriation of power is of a power resting not with the gods, but with women. The ability to see the future is seen as both frightening and reassuring. Aeschylus uses this to explain Prometheus's tolerance of his fate: he knew he had to endure pain but he knew he would be released, and thus was resigned to his suffering. As the bearer of the bleeding wound Prometheus is feminised, his punishment represents a rite of passage through which he may earn the status 'Father of Man' and reassert and define his masculine identity, hence a masochistic desire to suffer is also suggested. Confrontations with the abject, the threat posed to identity, and Lacanian notions of desire in relation to the other, are subjects which problematise the myth's assertion of masculine power. I will now consider how the Promethean myth is recast in terms of modernity in the story of Frankenstein and the issues regarding male power this raises. Frankenstein - A Modern Prometheus Consistent with the Enlightenment spirit of renewal and reconstruction, the novel Frankenstein emerges in 1818, re-casting Promethean myth in terms of science, and placing the scientist (i.e. man) as creator. Frankenstein in both warning against assuming the power of God and placing man as creator, simultaneously expresses the hopes and fears of the transition from theocratic belief to rationality. One of the strategies Frankenstein gives us through its narrative use of science and technology is a social critique and interrogation of scientific discourse made explicit through its alignment with gender discourse. In appropriating reproductive power without women, it enacts an appropriation of maternity by patriarchy. In aligning the use of this power by patriarchy with the power of the gods, it attempts to deify and justify use of this power whilst rendering women powerless and indeed superfluous. Yet as it offers the patriarchal constructs of science and technology as devoid of social responsibility, resulting in monstrous productions, it also facilitates a critique of patriarchy (Cranny Francis, 1990, p220). The creature, often called 'Frankenstein' rather than 'Frankenstein's monster', is not the only 'abomination to God'. Victor Frankenstein is portrayed as a 'spoilt brat of a child', whose overindulgence results in his fantasy of omnipotent power over life itself, and leads to neglect of, and lack of care towards, his creation. Indeed he may be regarded as the true 'monster' of the piece, as he is all too clearly lacking Prometheus's vision and pastoral care [4]. "Neither evil nor inhuman, [the creature] comes to seem little more than morally uninformed, poorly 'put together' by a human creator who has ill served both his creation and his fellow humans." (Telotte, 1995, p. 76). However, the model of the natural – and naturally free – man emerges in the novel from an implied pattern of subjection which demonstrates that the power the man-made constructs of science and technology give us come at great cost: "[Power] is only made possible by what [Mary Shelley] saw as a pointedly modern devaluation of the self: by affirming that the human is, at base, just a put together thing, with no transcendent origin or purpose and bound to a half vital existence at best by material conditions of its begetting."(ibid.) Frankenstein's power expressed through his overcoming of Nature, harnessing of technology and desire to subject the human body to his will, exhibits the modern world's mastery over the self. However it also requires the devaluation of self so that the body is regarded as subject, thus leading to our own subjection. For Telotte (1995, p37), one reflection of our Promethean heritage is that as everything comes to seem machine-like and constructed, the human too finally emerges as a kind of marvellous fiction, or perhaps just another empty invention. Access to full creative potential permits entry "into a true 'no man's land'…. a wonderland...where any wonder we might conceive, or any wondrous way we might conceive of the self, might be fashioned". Certainly the modernist recasting of Promethean myth embodies that train of thought which is most consciously aiming to discover the nature of man through (re)creating him. It offers patriarchal power as a power over the self (independent of the gods); a critique of the father; and the fantasy of (re)construction of the self at the cost of deconstruction of the body which, finally, leads to the subjection of the self. The Promethean model, I maintain, serves to illuminate and further our understanding of the endurance, popularity and allure of fantasies of creation, which can be so readily found in cinematic history, and especially within the science fiction genre. This genre stands out as a medium both well suited to, and enamoured with, Promethean reworkings [5]. As religion (of which Greek mythology is a part) and science both attempt to explain the world and make it knowable they offer the reassurance, satisfaction and the illusion of security and control, whilst tantalising with notions of possible futures. Promethean science fiction film realises the visual nature of these possible futures providing us, in its future visions, with glimpses of alternative ways of seeing and being. Promethean Science Fiction Film Science fiction, can be seen as a 'body genre' delineated not by excess of sex, blood or emotion but by excess of control over the body as index of identity (Cook, 1999, p.193). Science fiction films can be seen to fall broadly into three categories: space flight, alien invaders and futuristic societies (Hayward, 1996, p.305). Within these, Telotte argues (Replications, 1995), most important are the images of "human artifice", which form a metaphor for our own human selves, and have come to dominate the contemporary science fiction film (1995, p11). The science fiction film contains a structural tension that constantly rephrases central issues about the self and constructedness. Paradoxically whilst the science fiction genre profits from visions of a technological future it also displays technophobia – the promises of these fictions represent dangerous illusions with radical and subversive potential, suggesting that nature and the self may be 'reconstructable' rather than stable and unchanging. Whilst some films return us safely to a comforting stable humanity, others embrace and affirm the subversive possibilities advocating an evolution or rebirth of the human. Regardless of their conservative (The Iron Giant, 1999, Planet of the Apes, 1968) or subversive tendencies (Metropolis 1926, Blade Runner 1982, Terminator 1984), they offer the opportunity to explore "a space of desire" (Telotte, p. 153, 1990) a place where the self can experience a kind of otherness and possibilities exceed the experience of our normal being (The Stepford Wives 1974, The Fly 1986, Gattaca 1997 [6]). What I would argue is central to the definition of a Promethean sub-genre of science fiction is the conscious depiction and understanding of the (hu)man subject or artifice as technological or scientific construction rather than natural. Often, as in Promethean myth, there is a mirroring between creator and creation, constructor and constructed, which serves to bind them despite their differences, and may often override them. Power in this genre is revealed as masculine power over the feminine, namely reproductive power; as such tensions in male identity arise and may be interrogated. Promethean (film) texts have at their centre issues of what it is to be human, and within this, what it is to be a man. There is a focus on hegemonic masculinity within these texts, which serves as a measure of masculinity. Furthermore these texts are most emphatically concerned with the construction of masculinity and with masculine power. The notion of creation raises questions of paternity, motherhood, parenting, and identification with the father, although the ways in which these issues are portrayed or explored may be quite diverse. As a creation of man, rather than of 'woman', the subjects created are almost invariably 'other' to their creators, whilst often embodying the fantasies, desires and repressed fears of their makers. That otherness and difference form central organising principles in these texts is undisputable, however there also can be seen to exist a bond between creator and created which is worthy of exploration, as the progeny of man retains a close likeness (though not always physically) to its maker [7]. Particularly in the Promethean strand of science fiction film we encounter the abject, posing a threat to fragile identity constructions (recalling the plight of Prometheus on his rock and his feminised position). I also maintained that 'lack' formed part of the Promethean heritage. Not only are the desires of the creators often lacking in Promethean care and vision, but their creations are revealed as in some way lacking, falling short of their creator's desire and indeed their own [8]. From the very beginnings of film we see the desire to realise (see) Promethean power accorded to man and to behold his creations. The mad scientists of film such as Frankenstein (1910), Homunculus (1916), Alraune (1918), Orlacs Hande (1925) and Metropolis (1926) and Frankenstein (1931) all point to the body as source of subjection and resistance. Whilst metal robots may be made servile, "the flesh by its very nature always rebels" (Telotte, 1995, p. 77). Thus whilst they form a metaphor for the way the modern self is subjugated, they also suggest resistance to that subjugation, pointing to "a tension between body and mind, humanity and its scientific attainments, the self and a cultural subjection" (ibid.). The films of the 1980's and 90's, such as Blade Runner (1982), Robocop (1987) Terminator 2: Judgement Day (1994), point towards "the human not as ever more artificial but the artificial as ever more human" (Telotte, 1995, p.22). However, these cyborg bodies are also gendered bodies providing metaphors for the contemporary anxieties about 'masculinities'. Just as the tale of Prometheus is problematic in that there exist many variations of the myth [9], with varying accounts capable of producing a range of readings, concepts of 'masculinity' are neither stable nor uniform, and are subject to recasting and reconstruction. Likewise in Promethean science fiction film masculine identities are multiple, fragmented and dynamic. These films do not simply recreate masculinities in the sense that they mirror extant anxieties but recreate in the sense that they 'play' with these anxieties, possibilities of otherness and permeate boundaries. We may see this 'play' as liberating, in that it offers possible ways of being and understanding difference, or conservative, reinstating hegemonic masculinity by asserting old hierarchies. As versions of the myth are reconstructed what new types of creator/creature will emerge? What will they say about our understanding and experiences of "masculinities"? What new possibilities and identities may we envision? Perhaps the most significant aspect of our Promethean heritage is that, as Prometheus is chained to his rock and tortured, through the perpetual regeneration of his liver, almost as if to counterweight or ballast the image of masculinity in crisis, comes the 'reassuring' notion that whatever the strains cracks or injuries the patriarchal image endures: 'we can rebuild him' [10]. We not only can but will, for in doing so we are also reconstructing ourselves. Footnote According to Bulfinch (web) he gave him an upright stature so he could look to the Heavens and gaze on the stars. Linking to Science Fiction narratives of space exploration etc. (Encyclopedia Mythica – [web]) -The liver was once regarded as the primary organ of our being (the heart being our contemporary equivalent) where passions and pain and were felt. Both physically constructed and sociologically, with woman as inferior lesser being and implying gender determinism. This is further articulated to effect in the James Whale film (Frankenstein, 1931), where 'Henry' Frankenstein's creation is regarded as his 'first born' and notions of lineage predominate, ultimately implying he will now pursue more natural methods of (pro)creation. Frankenstein is seen by some as the first cyborg novel in its linking of technology and creation and also often cited as the first science fiction film (although there were others). For example in Andrew Niccol's Gattaca (1997), the creation of man occurs through conscious construction of the self, acknowledging that we are all constructed and acknowledging that masculinity must be reconstructed if it is to be validated. Patriarchy has worked to mythologise our relationship to (mother) nature, so that the human becomes distinct from the manufactured. What is perhaps the most vital aspect of the character Vincent in Gattaca is his acknowledgement that the body must be altered, restructured, reshaped and defined in order to pass from insignificance to significance in terms of hegemonic masculine identity. It is therefore through a reappraisal of the external that the internal gains validity. See Foucault on resemblance and similitude (in The Gendered Cyborg, 2000). See Scott Bukatman on Blade Runner in Kuhn, 1990. The tale of Prometheus had long existed in oral traditions and folklore before Hesiod wrote of it in Theogeny and Works and Days, and Aeschylus, elaborated on Hesiod, when he wrote Prometheus Bound (460B.C). Catchphrase used in the 1970's popular TV series The Six Million Dollar Man in relation to Steve Austin the 'bionic' character of the title. References Bernink, M. & Cook, P. (eds.) The Cinema Book (2nd edition). London: British Film Institute Publishing, 1999. Clute, J. Science Fiction: The Illustrated Encyclopaedia. London: Dorling Kindersley, 1995. Cohan, S. & Hark, I.R. (eds.) Screening the Male. London: Routledge, 1993. Hall, S., Held, D. & McLennan, G. (eds.) Modernity and its Futures. Cambridge and Oxford: Polity Press in association with The Open University, 1993. Jancovich, M. Rational Fears: American horror in the 1950's. Manchester and New York: Manchester University Press, 1996. Jeffords, S. Can Masculinity be Terminated? In Cohan, S. & Hark, I.R. (eds.) Screening the Male. London and New York: Routledge, 1993. Kirkup, G., Janes, L., Woodward, K. & Hovenden, F. (eds.) The Gendered Cyborg: A Reader. London: Routledge, 2000. Kuhn, A. (ed.) Alien Zone: Cultural Theory and Contemporary Science Fiction Cinema. London and New York: Verso, 1990. Sobchack, V. Screening Space. New Brunswick, New Jersey and London: Rutgers University Press 1999. Telotte, J.P. A Distant Technology: Science Fiction Film and the Machine Age, Hanover and London: Wesleyan University Press, 2000. Telotte, J.P. Replications. Urbana and Chicago: University of Illinois Press, 1995 Bulfinch's Mythology, The Age of Fable – Chapter 2: Prometheus and Pandora: (accessed 21st March 2000) http://www.bulfinch.org/fables/bull2.html Bulfinch's Mythology: (accessed March 21st 2000) http://www.bulfinch.org.html Encyclopaedia Mythica: Greek Mythology: (accessed June 15th 2000) http://oingo.com/topic/20/20246.html Encyclopaedia Mythica: Articles (accessed 15th June 2000) http://www.pantheon.org/mythica/articles.html

Abstract:

Film directors in American cinema have used the artist (painter, singer, thespian, writer, etc.) as a vehicle for auteurist identification in feature bio-pics for decades. The portrayal of the protagonists in these films usually falls victim to the "Van Gogh" syndrome, that is, the insistance on the creative inner turmoil, the solitary, misunderstood genius, and brave rebellion of its central character. This approach, however, breaks down completely when confronted with the void that is the historical figure known as "Andy Warhol." The popular image of Warhol, his studied superficiality, unapologetic commercialism, and outright catatonic demeanour, is completely disruptive to the traditional humanist artist biography. It is unsurprising, then, that recent film protagonists within the more traditional bio-pic framework found Warhol a figure that needed to be contained, neutralised, discredited, and even shot. Mainstream cinematic narrative has added little to the conventions of the artist biography since the Renaissance. Renaissance painter and biographer Giorgio Vasari appropriated the Petrarchian edifying "Great Lives" model to ennoble and sanitise the often problematic and distasteful personalities who populated the Italian art world. This approach prevailed over the next several hundred years, and was expanded upon by the intellectual figures of the Romantic period (who were very aware of Vasari's work). The Romantics contributed to the profile of a proper artist the following traits: misunderstood intellectual fury, dark psychological depths, and flouting of social convention. The bio-pic genre, especially as it relates to biographies of artists, also lauds humanistic "greatness" as its standard of significance. The bio-pic absolutely relies on a strong central figure, who can be shown in about two hours to have some substantial educational value, worthy of the expense of the film-makers and the attention of the viewer. In the mid-1990s, not long after his unexpected death in 1987, a character called "Andy Warhol" appeared in supporting roles in a number of feature films. The Doors (1991), Basquiat (1996), and I Shot Andy Warhol (1996) all feature an Andy Warhol character grounded squarely in various popular myths. All of the three 90s feature films which include Warhol in a substantial speaking role explicitly contrast him against another artist-figure. This other artist is presented as somehow preferable to Warhol, whether in conviction, authenticity, or validity of vision. The artist in question, Basquiat/Morrison/Solanas, predictably serves as the film-makers' lens through which the past is refracted (though more problematically in the case of Solanas). Warhol is outward sign of Basquiat's slide, the danger of fame-mongering for Morrison, and Valerie Solanas's misogynist nemesis. In each case, the more valorised figure is at first twinned with Warhol when drawn into his orbit. Eventually, the film's narrative contrasts the main subject against what the diegetic Warhol represents. In each case, Warhol becomes a metonymic representation of a larger organising factor: the economic/personality-driven entertainment industry, phallocentric hegemony, art's dead end, etc. The demonisation of Warhol in recent bio-pics is a good starting point for examining how his image is being interpreted by the mainstream media. It is clear that in this particular forum, Warhol's impact is understood only negatively. The purpose of this study will be to demonstrate how uncomfortable the creative arts world in general, and narrative film-making in particular, is with the "empty" legacy of Warhol and his Factory, and how the reactions against it illustrate a fear of Warhol's anti-humanist, subject-less project. It is fascinating that in the feature films, Warhol appears solely as a character in other people's stories rather than as the focus of biographical treatment. Warhol's very conscious emptying-out project has made nearly impossible any effort to deal with him and his legacy in any traditional narrative manner. Warhol's public persona -- simple, boring, derivative, and unheroic -- is directly at odds with the conventional "artist-hero" subjects necessary to the bio pic genre. This type is seen most typically in the old potboilers The Agony and the Extasy, about Michelangelo, and Lust for Life, about Van Gogh, as well as the more recent Artemisia about Artemisia Gentileschi. The very fact of Andy's posthumous film career fits neatly into his performative œuvre as a whole, and is easily interpreted as an extension of his life-long project. Warhol's entire self-imaging stratagem steadfastly affirmed that there is no center to illuminate -- no "real" Andy Warhol behind the persona. Warhol constantly disavowed any "meaning" beyond the surface of his art works, and ascribed it no value beyond market price. He preferred methods and forms (advertising, silk-screening, and film-making) that were easy for his Factory workers to execute and endlessly duplicate after his vague orders. Further, he ascribed no importance to his own bodily shell as "artist Andy Warhol". In an act of supreme self-branding, Warhol sent actors to impersonate him at lectures (most famously at University of Utah, who demanded he return the lecture fee), since he was only a packaged, reproducible product himself. In Warhol's art, there is no hand-made integrity, no originality, no agonised genius in a garret. He displays none of the traits that traditionally have allowed artists to be called geniuses. Warhol's studio's automation, the laying bare of the cheapest and slickest aspects of the culture industry, has long been the most feared facet of Warhol's artistic legacy. It is beside the point to argue that Warhol's meaninglessness is thematised to the degree that it has meaning. Warhol's erasure of all humanistic "aura" clearly remains threatening to a great number of artists, who rely heavily on such artistic stereotypes. Basquiat In 1996's Basquiat, painter/director Julian Schnabel used the dead painter as a proxy for telling his "I was there" version of the 80s New York art scene. In Schnabel's rather heavy-handed morality tale, young African-American painter Jean-Michel Basquiat's meteoric burn-out career is treated as a metaphor for the 80s art world as a whole. Schnabel clearly knows his Vasari. His film's scenario is a barely modified adaptation of humanist/romantic artist mythology. Traces of Vasari's tale of Cimabue's discovery of Giotto, as well as Van Gogh's various misunderstood artist scenarios are laboriously played out. In fact, the first words in the film invoke the Van Gogh cliché, foregrounding Schnabel's myth-making impulse. They are art critic Rene Ricard's, speaking over Basquiat waking up in a cardboard box in Central Park: "everyone wants to get on the Van Gogh boat. ... No one wants to be part of a generation that ignores another Van Gogh, ... When you first see a new picture, you have to be very careful. You might be staring at Van Gogh's ear." This quote sets the tone for Basquiat's art world experience narrative, trotting out every single Van Gogh-inspired legend (with heroin abuse standing in for the cut-off ear) to apply to Basquiat. In fact, the film veritably thematises Romantic cliché. The film's main project is the mythologisation of Jean-Michel and by extension Schnabel. However, by foregrounding the Van Gogh/Basquiat connection in such self-conscious terms, it seems the viewer is supposed to find it "ironic". (The irony is really that this po-mo window dressing is otherwise deeply at odds with the rest of the film's message.) The film suggests that Basquiat is both worthy of the allusion to the great humanistic tradition, and that his special case ("the first great black painter") changes all the rules and makes all clichés inapplicable. Schnabel's art, which is usually described as "Neo-Abstract Expressionist", and particularly his market value, relies heavily on the aura created by previous artists in the macho heroic mold. His paintings take up Pollock's "all over" effect but with de Kooning's jauntier color. He also fastens found objects, most famously broken plates, in a pastiche of Rauschenberg and Jasper Johns. Like Warhol, Schnabel often borrows recognisable motifs. However, instead of advertising and popular culture, Schnabel's come from a more elevated tradition; Old Master paintings appropriated from "legitimate" art history. Needless to say, Julian Schnabel himself has much invested in reaffirming the artist-genius myth that is threatening to be deconstructed by a good number of art critics and historians. Schnabel's agenda is specifically art historical, though no less political. Schnabel, through Basquiat, restores the artist to his proper place as individual creator challenging the outmoded conventions of established art. Warhol, portrayed as the quintessential post-modern artist, represents all that has gone wrong in the art world: superficiality, mass production, commodification, popular culture influence, and the erasure of art history and deep significance. In spite of the film's self-consciousness about the phoniness of the gallery scene, Basquiat's lionisation by it validates a retrograde concept of "pure" artist's vision. Schnabel is attacking what he sees as the deadening effect of post-modernism that threatens Schnabel's own place in art history. Basquiat's escalating drug problem and alliance late in the film with Warhol signals that he has followed the wrong direction, that he is hitting a dead end. The character Milo (Gary Oldman), the Schnabel manqué, sets up the contrast to illustrate Basquiat's slide. Milo is aligned with all that is exemplary in establishment virtues of hearth and home (doting fatherhood, settled domesticity, good living). The wholesome hand-made integrity of Milo/Schnabel's art, in line with traditional definitions of artistic greatness, is deeply at odds with the affected commercialism of Warhol's work. Schnabel's artistic influences show up clearly in his very marked progressive view of art history and clearly named privileged pantheon. In the film, Schnabel is at pains to insert Basquiat and himself into this tradition. The very first scene of the film sees Jean-Michel as a child with his mother at the MOMA, where she is in tears in front of Picasso's Guernica. In the narrative, this is quickly followed by Ricard's Van Gogh quote above. As an adult, Jean-Michel enacts Rauschenberg's edict, to "narrow the gap between art and life". This is illustrated by Jean-Michel not restricting his artistic output to work on canvas in a studio. He graffitis walls, signs table tops à la Rauschenberg, and makes designs on a diner countertop in maple syrup. Later, Jean-Michel is shown painting in his studio walking around the canvas on the floor, in an all-over technique, mirroring the familiar Hans Namuth film of Jackson Pollock. Aligning Jean-Michel with the pre-Warhol, and especially Abstract Expressionist artists, positions Basquiat and Schnabel together against the "dead end" of Warhol's version of Pop. Basquiat and the director have inherited the "right" kind of art, and will be the progenitors of the next generation. Warhol as a "dead end" leads to a discussion of the relationship between artists' procreative sexuality and their art. In the film, Warhol is assumed to be asexual (rather than homosexual), and this lack of virility is clearly linked to the sterility, transitoriness, and barrenness of his art. Schnabel/Milo and Basquiat, in their marked heterosexuality, are the "fathers" of the next generation. In Basquiat's collaboration with Warhol, even Andy understands his own impotence. Warhol says, "I can't teach you anything, you're a natural, are you kidding me?", and most importantly, "you paint out everything I do, Jean-Michel". By privileging Jean-Michel's art (and his own) over Warhol's, Schnabel is clearly trying to paint out the mutation of the Warholisation of art, and paint in his own art historical eugenics. The Doors In a less substantial role but in a similar vein, Warhol also appears briefly in Oliver Stone's 1991 The Doors, as part of a brief "rising fame" montage of New York incidents. Like Schnabel, Stone has a lot to lose from investment in Warhol's spiritual and aesthetic emptiness. Though brief, Warhol's appearance in the film, like in Basquiat, serves as a cautionary tale for its hero. The contrast made between the vacuous Factory crowd and the "authentic" Doors presages the dominant trope for the Warhol character that Schnabel would expand upon later. The Factory sequence dramatises the glamour and seductiveness of the hollow side of fame that may lead Morrison off his spiritual-quest path. The Native American shaman who Jim sees at pivotal points in his life appears at the Factory, warning him not to take the wrong path represented by Warhol. The Doors are at a pivotal moment, the onset of fame, and must act carefully or risk ending up as meaningless as Warhol. Stone's chronicling of the 60s relies heavily on what could be called the humanist ideal of the power of the individual to effect change, raise consciousness, and open minds. Via Stone's simple reductiveness, Warhol represents here the wrong kind of counter-culture, the anti-hippie. By emulating Warhol, the Doors follow the wrong shaman. To Stone, Warhol's superficiality represents all that is dangerous about celebrity and entertainment: the empty, mind-destroying cocaine high of the masses. I Shot Andy Warhol The film I Shot Andy Warhol (1996) problematises the idea put forth in the other films of Warhol as artistic anti-Christ, simply because the film's subject is much more difficult to heroise, and like Warhol does not fit snugly into bio-pic conventions. Like Basquiat, the film also takes the point of view of a protagonist at the edge of Warhol's sphere of influence, here radical feminist and S.C.U.M. (the Society for Cutting Up Men) Manifesto scribe Valerie Solanas, in order to criticise what Warhol represents. Unlike the previous films, here Warhol's character is central to the narrative. Although Warhol clearly represents something very negative to the Solanas character, the film never fully endorses its subject's point of view. That Warhol deserved and needed to be shot for any reason beyond Solanas's personal demons is never established. Perhaps this ambivalence is a flaw of the film, but it is also telling about the problematic legacies of feminism and Pop, two movements that have led to challenges of the hero-artist ideal. In this film, the relationship between Warhol and the main protagonist is extremely complex. Andy and his crowd are presented as clearly odious. Though Valerie comes off as more interesting and sympathetic, she is also still clearly an unhinged oddball spewing specious ideology. Within the film, Valerie's attraction to the Factory scene seems to stem from something her friend, transvestite Candy Darling, says: "if anyone can make you a star, Andy Warhol can". Valerie desperately wants attention for her radicalism (and likely for other psychological reasons, which make radicalism attractive to her, as well), and sees Andy's power for "star-making", especially among the more marginal of society, as something from which she can profit. Valerie's mistake seems to be in confusing the artistic avant-garde with the politically radical. Valerie finds kinship in Warhol's androgyny and lack of enthusiasm for sex, but does not realise immediately that Andy is interested in her play Up Your Ass primarily for its titillation and shock value, and is entirely uninterested in it from a content standpoint. The content/emptiness conflict in Valerie and Andy's "artistic visions" becomes one of the major thematics in the film. Though like Solanas, he finds community with margin-dwellers, Andy is portrayed as far too implicated in and dependent on the so-called culture industry in order to be "Andy Warhol -- Superstar". Andy's interest in the low-life that Valerie represents is, of course, wholly superficial, which enrages her. She sees no worthy theoretical position in the banal contentlessness of Andy's circle. Valerie's manifesto and dramatic works have almost an excess of content. They work to kick people in the balls to get them to open their eyes and see the appalling conditions around them. The Warhol here, like in The Doors, wants people to see empty banality, but has no interest in effecting change. Valerie's play, as read simultaneously in the lesbian coffee shop and at Andy's studio, dramatises this divergence. When Warhol and crowd read the script with dull inflection, inert on the couch, one can imagine the very words being put to use in a Warhol film. When Valerie and friends perform those same words, the passionate engagement and deep meaningfulness -- at least to Valerie -- capture her urgent commitment to her ideas. As Valerie gets more desperate to disseminate her ideas, and thus begins to further alienate the Factory crowd, she starts to see Andy as in fact the bodily symbol of the "man" she wants cut up. Not only does he represent the patriarch of the art world who has dismissed her and has invalidated her vision, but also more broadly the hierarchy and deep structure of Andy's world parallels the consumeristic and image-driven society at large. If Valerie wants to live with integrity within her own code, the "man" must be deposed. On top of the personal gratification she would receive in this act, Solanas would also finally find a world-wide audience for her views. Now we can understand why, when asked by the press why she shot Andy, Valerie tells them "he had too much control over my life." Unhappily, instead of women rising up against their male oppressors to take up their rightful place of superiority, Solanas gets labeled a "lunatic" by the same media and larger establishment which (in this film) proclaim Warhol a genius. Solanas dissolves into a bit-player in the Andy Warhol story. One of the major interests of this film is that it excerpts a player from the limits of that "master narrative" story and allows them their own subjecthood. I Shot Andy Warhol, with its assertive quotational title, seems to want to reinscribe subjecthood to one of the most truly radical of Andy's superstars, reclaiming the value of Valerie's polemics from the emptiness of her anecdotal role in Warhol's biography. Though Valerie clearly sees Andy as her nemesis, the film constructs him as a boring, ineffectual, self-absorbed effete. The great weakness of the film is that their conflict begins to look like a midget wrestling contest. Since both are competing for higher freakdom, the broader implications of either of their projects are only rarely glimpsed. It should be clear by now that for so many, fictional Warhol is not just a problematic figure, but nearly a monstrous one. The film-makers clearly show what elements of Warhol's representative strategy they find so threatening. Schnabel and Stone have the most to lose in the replacement of their value systems (genius investment and 60s macho spirituality) by what they perceive as postmodern de-centredness, and therefore need to attack that threat the most forcefully. Less conservatively, for Harron, Warhol's Pop objectification of everyone, including women, seems to threaten women's hard-won subjectivity through feminism. Warhol, Morrison, Basquiat and Solanas were all artists who played heavily on their roles as outsiders to mainstream society. These films build the film-makers' soapbox on the "right" way to be alienated, bourgeois-hating, and rebellious, and the films assume a sympathetic viewing audience. Even though the interest in Warhol and his flashy milieu probably got at least two of these films made in the first place, it seems clear that even the more independently-minded film establishment would rather align themselves with the romanticised artist bio-pic subject than the black hole they fear Warhol personifies. Perhaps the character Andy Warhol is put to most appropriate use when he is only glimpsed, such as in the films Death Becomes Her, where he appears as one of the party guests for people who have taken the magic potion to live forever, and as part of the 70s glam wallpaper in 54. This kind of "product placement" use of Warhol most succinctly encapsulates the vacant banality he espoused. In these films, Warhol is unburdened by other artists' attempts to fill him up with meaning. Warhol is taken at his word. His easily recognisable and reproducible bodily shell is hollow and superficial, just as he said it was. Warhol, Morrison, Basquiat and Solanas were all artists who played heavily on their roles as outsiders to mainstream society. These films build the film-makers' soapbox on the "right" way to be alienated, bourgeois-hating, and rebellious, and the films assume a sympathetic viewing audience. Even though the interest in Warhol and his flashy milieu probably got at least two of these films made in the first place, it seems clear that even the more independently-minded film establishment would rather align themselves with the romanticised artist bio-pic subject than the black hole they fear Warhol personifies. Citation reference for this article MLA style: Julie Turnock. "Painting Out Pop: "Andy Warhol" as a Character in 90s Films." M/C: A Journal of Media and Culture 2.4 (1999). [your date of access] <http://www.uq.edu.au/mc/9906/warhol.php>. Chicago style: Julie Turnock, "Painting Out Pop: "Andy Warhol" as a Character in 90s Films," M/C: A Journal of Media and Culture 2, no. 4 (1999), <http://www.uq.edu.au/mc/9906/warhol.php> ([your date of access]). APA style: Julie Turnock. (1999) Painting out pop: "Andy Warhol" as a character in 90s films. M/C: A Journal of Media and Culture 2(4). <http://www.uq.edu.au/mc/9906/warhol.php> ([your date of access]).

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:

I want to argue here that the use of terms like “disabled” has very concrete and practical consequences; such language choices are significant and constitutive, not simply the abstract subject of a theoretical debate or a “politically correct” storm in a teacup. In this paper I want to examine some significant moments of conflict over and resistance to definitions of “disability” in an arts project, “In the Picture”, run by one of the UK’s largest disability charities, Scope. In the words of its webpages, this project “aims to encourage publishers, illustrators and writers to embrace diversity - so that disabled children are included alongside others in illustrations and story lines in books for young readers” (http://www.childreninthepicture.org.uk/aboutus.htm). It sought to raise awareness of “ableism” in the book world and through its webpage, offer practical advice and examples of how to include disabled children in illustrated children’s books. From 2005 to 2007, I tracked the progress of the project’s Stories strand, which sought to generate exemplary inclusive narratives by drawing on the experiences of disabled people and families of disabled children. My research drew on participant observation and interviews, but also creative audience research — a process where, in the words of David Gauntlett, “participants are asked to create media or artistic artefacts themselves.” Consequently, when I’m talking here about definitions of “disability’, I am discussing not just the ways people talk about what the word “disabled” might mean, but also the ways in which such identities might appear in images. These definitions made a real difference to those participating in various parts of the project and the types of inclusive stories they produced. Scope has been subject to substantial critique from the disability movement in the past (Benjamin; Carvel; Shakespeare, "Sweet Charity"). “In the Picture” was part of an attempt to resituate the charity as a campaigning organization (Benjamin; O’Hara), with the campaign’s new slogan “Time to get Equal” appearing prominently at the top of each page of the project’s website. As a consequence the project espoused the social model of disability, with its shift in focus from individual peoples’ bodily differences, towards the exclusionary and unequal society that systematically makes those differences meaningful. This shift in focus generates, some have argued, a performative account of disability as an identity (Sandhal; Breivik). It’s not simply that non-normative embodiment or impairment can be (and often is) acquired later in life, meaning that non-disabled people are perhaps best referred to as TABs — the “temporarily able bodied” (Duncan, Goggin and Newell). More significantly, what counts as a “disabled person” is constituted in particular social, physical and economic environments. Changing that environment can, in essence, create a disabled person, or make a person cease to be dis-abled. I will argue that, within the “In the Picture” project, this radically constructionist vision of disablement often rubbed against more conventional understandings of the term “disabled people”. In the US, the term “people with disabilities” is favoured as a label, because of its “people first” emphasis, as well as its identification of an oppressed minority group (Haller, Dorries and Rahn, 63; Shakespeare, Disability Rights). In contrast, those espousing the social model of disability in the UK tend to use the phrase “disabled people”. This latter term can flag the fact that disability is not something emanating from individuals’ bodily differences, but a social process by which inaccessible environments disable particular people (Oliver, Politics). From this point of view the phrase “people with disabilities” might appear to ascribe the disability to the individual rather than the society — it suggests that it is the people who “have” the disability, not the society which disables. As Helen Meekosha has pointed out, Australian disability studies draws on both US civil rights languages and the social model as understood in the UK. While I’ve chosen to adopt the British turn of phrase here, the broader concept from an Australian point of view, is that the use of particular sets of languages is no simple key to the perspectives adopted by individual speakers. My observations suggest that the key phrase used in the project — “ disabled people” — is one that, we might say, “passes”. To someone informed by the social model it clearly highlights a disabling society. However, it is a phrase that can be used without obvious miscommunication to talk to people who have not been exposed to the social model. Someone who subscribes to a view of “disability” as impairment, as a medical condition belonging to an individual, might readily use the term “disabled people”. The potentially radical implications of this phrase are in some ways hidden, unlike rival terms like “differently abled”, which might be greeted with mockery in some quarters (eg. Purvis; Parris). This “passing” phrase did important work for the “In the Picture” project. As many disability activists have pointed out, “charity” and “concern” for disabled people is a widely espoused value, playing a range of important psychic roles in an ableist society (eg. Longmore; Hevey). All the more evocative is a call to support disabled children, a favoured object of the kinds of telethons and other charitable events which Longmore discusses. In the words of Rosemarie Garland Thomson, the sentimentality often used in charity advertising featuring children “contains disability’s threat in the sympathetic, helpless child for whom the viewer is empowered to act” (Garland Thomson, 63). In calling for publishers to produce picture books which included disabled children, the project had invested in this broad appeal — who could argue against such an agenda? The project has been successful, for example, in recruiting support from many well known children’s authors and illustrators, including Quentin Blake and Dame Jackie Wilson. The phrase “disabled children”, I would argue, smoothed the way for such successes by enabling the project to graft progressive ideas —about the need for adequate representation of a marginalized group — onto existing conceptions of an imagined recipient needing help from an already constituted group of willing givers. So what were the implications of using the phrase “disabled children” for the way the project unfolded? The capacity of this phrase to refer to both a social model account of disability and more conventional understandings had an impact on the recruitment of participants for writing workshops. Participants were solicited via a range of routes. Some were contacted through the charity’s integrated pre-school and the networks of the social workers working beside it. The workshops were also advertised via a local radio show, through events run by the charity for families of disabled people, through a notice in the Disabled Parents site, and announcements on the local disability arts e- newsletter. I am interested in the way that those who heard about the workshops might have been hailed by —or resisted the lure of — those labels “disabled person” or “parent of a disabled child” or at least the meaning of those labels when used by a large disability charity. For example, despite a workshop appearing on the programme of Northwest Disability Arts’ Deaf and Disability Arts Festival, no Deaf participants became involved in the writing workshops. Some politicised Deaf communities frame their identities as an oppressed linguistic minority of sign language users, rather than as disabled people (Corker; Ladd). As such, I would suggest that they are not hailed by the call to “disabled people” with which the project was framed, despite the real absence of children’s books drawing on Deaf culture and its rich tradition of visual communication (Saunders; Conlon and Napier). Most of those who attended were (non-disabled) parents or grandparents of disabled children, rather than disabled people, a fact critiqued by some participants. It’s only possible to speculate about the reasons for this imbalance. Was it the reputation of this charity or charities in general (see Shakespeare, "Sweet Charity") amongst politicised disabled people that discouraged attendance? A shared perspective with those within the British disabled peoples’ movement who emphasise the overwhelming importance of material changes in employment, education, transport rather than change in the realm of “attitudes” (eg Oliver, Politics)? Or was it the association of disabled people undertaking creative activities with a patronising therapeutic agenda (eg Hevey, 26)? The “pulling power” of a term even favoured by the British disability movement, it seems, might be heavily dependent on who was using it. Nonetheless, this term did clearly speak to some people. In conversation it emerged that most of those who attended the workshops either had young family members who were disabled or were imbricated in educational and social welfare networks that identified them as “disabled” — for example, by having access to Disability Living Allowance. While most of the disabled children in participants’ families were in mainstream education, most also had an educational “statement” enabling them to access extra resources, or were a part of early intervention programmes. These social and educational institutions had thus already hailed them as “families of disabled children” and as such they recognised themselves in the project’s invitation. Here we can see the social and institutional shaping of what counts as “disabled children” in action. One participant who came via an unusual route into the workshops provides an interesting reflection of the impact of an address to “disabled people”. This man had heard about the workshop because the local charity he ran had offices adjacent to the venue of one of the workshops. He started talking to the workshop facilitator, and as he said in an interview, became interested because “well … she mentioned that it was about disabilities and I’m interested in people’s disabilities – I want to improve conditions for them obviously”. I probed him about the relationship between his interest and his own experiences as a person with dyslexia. While he taught himself to read in his thirties, he described his reading difficulties as having ongoing impacts on his working life. He responded: first of all it wasn’t because I have dyslexia, it was because I’m interested in improving people’s lives in general. So, I mean particularly people who are disabled need more care than most of us don’t they? …. and I’d always help whenever I can, you know what I mean. And then thinking that I had a disability myself! The dramatic double-take at the end of this comment points to the way this respondent positions himself throughout as outside of the category of “disabled”. This self- identification points towards the stigma often attached to the category “disabled”. It also indicates the way in which this category is, at least in part, socially organised, such that people can be in various circumstances located both inside and outside it. In this writer’s account “people who are disabled” are “them” needing “more care than most of us”. Here, rather than identifying as a disabled person, imagined as a recipient of support, he draws upon the powerful discourses of charity in a way that positions him giving to and supporting others. The project appealed to him as a charity worker and as a campaigner, and indeed a number of other participants (both “disabled” and “non-disabled”) framed themselves in this way, looking to use their writing as a fundraising tool, for example, or as a means of promoting more effective inclusive education. The permeability of the category of “disabled” presented some challenges in the attempt to solicit “disabled peoples’” voices within the project. This was evident when completed stories came to be illustrated by design, illustration and multimedia students at four British universities: Liverpool John Moores University, the University of Wolverhampton, the University of Teeside and the North East Wales Institute. Students attending an initial briefing on the project completed a questionnaire which included an item asking whether they considered themselves to be disabled. While around eight of the eighty respondents answered “yes” to this question, the answers of these students and some others were by no means clear cut. A number of students identified themselves as dyslexic, but contested the idea that this diagnosis meant that they were disabled. One respondent commented along similar lines: “My boyfriend was very upset that the university considers him to be disabled because he is dyslexic”. How can we make sense of these responses? We could note again that the identity of “disabled” is highly stigmatised. Many disabled students believe that they are seen as lazy, demanding excessive resources, or even in the case of some students with non- visible impairments, lying (Kleege; Olney and Brockman). So we could view such responses as identity management work. From this point of view, an indicator of the success of the project in shifting some of the stigma attached to the label of “disabled” might be the fact that at least one of the students participants “came out” as dyslexic to her tutors in the course of her participation in the project. The pattern of answers on questionnaire returns suggests that particular teaching strategies and administrative languages shape how students imagine and describe themselves. Liverpool John Moores University, one of the four art schools participating in the project, had a high profile programme seeking to make dyslexic students aware of the technical and writing support available to them if they could present appropriate medical certification (Lowy). Questionnaires from LJMU included the largest number of respondents identifying themselves as both disabled and dyslexic, and featured no comment on any mismatch between these labels. In the interests of obtaining appropriate academic support and drawing on a view of dyslexia not as a deficit but as a learning style offering significant advantages, it might be argued, students with dyslexia at this institution had been taught to recognise themselves through the label “disabled”. This acknowledgement that people sharing some similar experiences might describe themselves in very different ways depending on their context suggests another way of interpreting some students’ equivocal relationship to labels like “dyslexia” and “disabled”. The university as an environment demanding the production of very formal styles of writing and rapid assimilation of a high volume of written texts, is one where particular learning strategies of people with dyslexia come to be disabling. In many peoples’ day to day lives – and perhaps particularly in the day to day lives of visual artists – less conventional ways of processing written information simply may not be disabling. As such, students’ responses might be seen less as resistance to a stigmatised identity and more an acknowledgement of the contingent nature of disablement. Or perhaps we might understand these student responses as a complex mix of both of these perspectives. Disability studies has pointed to the coexistence of contradictory discourses around disability within popular culture (eg, Garland-Thomson; Haller, Dorries and Rahn). Similarly, the friezes, interactive games, animations, illustrated books and stand-alone images which came out of this arts project sometimes incorporate rival conceptions of disability side by side. A number of narratives, for example, include pairs of characters, one of which embodies conventional narratives of disability (for example, being diagnostically labelled or ‘cured’), while the other articulates alternative accounts (celebrating diversity and enabling environments). Both students and staff reported that participation in the project prompted critical thinking about accessible design and inclusive representation. Some commented in interviews that their work on the project had changed their professional practice in ways they thought might have longer term impact on the visual arts. However, it is clear that in student work, just as in the project itself, alternative conceptions of what “disability” might mean were at play, even as reframing such conceptions are explicitly the aim of the enterprise. Such contradictions point towards the difficulties of easily labelling individual stories or indeed the wider project “progressive” or otherwise. Some illustrated narratives and animations created by students were understood by the project management to embody the definitions of “disabled children” within the project’s ten principles. This work was mounted on the website to serve as exemplars for the publishing industry (http://www.childreninthepicture.org.uk/stories.htm). Such decisions were not unreflective, however. There was a good deal of discussion by students and project management about how to make “disabled children” visible without labelling or pathologising. For example, one of the project’s principles is that “images of disabled children should be used casually or incidentally, so that disabled children are portrayed playing and doing things alongside their non- disabled peers” (see also Bookmark). Illustrator Jane Ray commented wryly in an article on the website on her experience of including disabled characters in a such a casual way in her published work that no-one notices it! (Ray). As I’ve discussed in more detail elsewhere (Matthews, forthcoming), the social model, espoused by the project, with its primary focus on barriers to equality rather than individual impaired bodies, presented some challenges to such aims. While both fairytales and, increasingly, contemporary books for young people, do sometimes engage with violence, marginalisation and social conflict (Saunders), there is a powerful imperative to avoid such themes in books for very young children. In trying to re-narrativise disabled children outside conventional paradigms of “bravery overcoming adversity”, the project may have also pushed writers and illustrators away from engaging with barriers to equality. The project manager commented in an interview: “probably in the purest form the social model would show in stories the barriers facing disabled children, whereas we want to show what barriers have been knocked down and turn it round into a more positive thing”. While a handful of the 23 stories emerging from the writing workshops included narratives around bullying and or barriers to equal access, many of the stories chose to envisage more utopian, integrated environments. If it is barriers to inequality that, at least in part, create “disabled people”, then how is it possible to identify disabled children with little reference to such barriers? The shorthand used by many student illustrators, and frequently too in the “images for inspiration” part of the project’s website, has been the inclusion of enabling technologies. A white cane, a wheelchair or assistive and augmentative communication technologies can be included in an image without making a “special” point of these technologies in the written text. The downside to this shorthand, however, is the way that the presence of these technologies can serve to naturalise the category of “disabled children”. Rather than being seen as a group identity constituted by shared experiences of discrimination and exclusion, the use of such “clues” to which characters “are disabled” might suggest that disabled people are a known group, independent of particular social and environmental settings. Using this arts project as a case study, I have traced here some of the ways people are recognised or recognise themselves as “disabled”. I’ve also suggested that within this project other conceptions of what “disabled” might mean existed in the shadows of the social constructionist account to which it declared its allegiances. Given the critiques of the social model which have emerged within disability studies over the last fifteen years (e.g. Crowe; Shakespeare, Disability Rights), this need not be a damning observation. The manager of this arts project, along with writer Mike Oliver ("If I Had"), has suggested that the social model might be used strategically as a means of social transformation rather than a complete account of disabled peoples’ lives. However, my analysis here has suggested that we can not only imagine different ways that “disabled people” might be conceptualised in the future. Rather we can see significant consequences of the different ways that the label “disabled” is mobilised here and now. Its inclusion and exclusions, what it makes it easy to say or difficult to imagine needs careful thinking through. References Benjamin, Alison. “Going Undercover.” The Guardian, Society, April 2004: 8. Bookmark. Quentin Blake Award Project Report: Making Exclusion a Thing of the Past. The Roald Dahl Foundation, 2006. Breivik, Jan Kare. “Deaf Identities: Visible Culture, Hidden Dilemmas and Scattered Belonging.” In H.G. Sicakkan and Y.G. Lithman, eds. What Happens When a Society Is Diverse: Exploring Multidimensional Identities. Lewiston, New York: Edwin Mellen Press, 2006. 75-104. Carvel, John. “Demonstrators Rattle Scope.” The Guardian, Society section, 6 Oct. 2004: 4. Conlon, Caroline, and Jemina Napier. “Developing Auslan Educational Resources: A Process of Effective Translation of Children’s Books.” Deaf Worlds 20.2. (2004): 141-161. Corker, Mairian. Deaf and Disabled or Deafness Disabled. Buckingham: Open University Press, 1998. Crow, Liz. “Including All of Our Lives: Renewing the Social Model of Disability.” In Jenny Morris, ed. Encounters with Strangers: Feminism and Disability. Women’s Press, 1996. 206-227. Davis, John, and Nick Watson. “Countering Stereotypes of Disability: Disabled Children and Resistance.” In Mairian Corker and Tom Shakespeare, eds. Disability/Postmodernity: Embodying Disability Theory. London: Continuum, 2002. 159-174. Duncan, Kath, Gerard Goggin, and Christopher Newell. “Don’t Talk about Me… like I’m Not Here: Disability in Australian National Cinema.” Metro Magazine 146-147 (2005): 152-159. Garland Thomson, Rosemarie. “The Politics of Staring: Visual Rhetorics of Disability in Popular Photography.” In Sharon L. Snyder, Brenda Jo Bruggemann, and Rosemarie Garland Thomson, eds. Disability Studies: Enabling the Humanities. New York: MLAA, 2002. 56-75. Gauntlett, David. “Using Creative Visual Research Methods to Understand Media Audiences.” MedienPädagogik 4.1 (2005). Haller, Beth, Bruce Dorries, and Jessica Rahn. “Media Labeling versus the US Disability Community Identity: A Study of Shifting Cultural Language.” In Disability & Society 21.1 (2006): 61-75. Hevey, David. The Creatures Time Forgot: Photography and Disability Imagery. London: Routledge, 1992. Kleege, Georgia. “Disabled Students Come Out: Questions without Answers.” In Sharon Snyder, Brenda Jo Brueggeman, and Rosemarie Garland Thomson, eds. Disability Studies: Enabling the Humanities. New York: Modern Language Association of America, 2002. 308-316. Ladd, Paddy. Understanding Deaf Culture: In Search of Deafhood. Clevedon: Multilingual Matters, 2003. Longmore, Paul. “Conspicuous Contribution and American Cultural Dilemma: Telethon Rituals of Cleansing and Renewal.” In David T. Mitchell and Sharon L. Snyder, eds. The Body and Physical Difference: Discourses of Disability. Ann Arbor: The University of Michigan Press, 1997. 134-158. Lowy, Adrienne. “Dyslexia: A Different Approach to Learning?” JMU Learning and Teaching Press 2.2 (2002). Matthews, Nicole. “Contesting Representations of Disabled Children in Picture Books: Visibility, the Body and the Social Model of Disability.” Children’s Geographies (forthcoming). Meekosha, Helen. “Drifting Down the Gulf Stream: Navigating the Cultures of Disability Studies.” Disability & Society 19.7 (2004): 720-733. O’Hara, Mary. “Closure Motion.” The Guardian, Society section, 30 March 2005: 10. Oliver, Mike. The politics of Disablement. London: Macmillan, 1990. ———. “If I Had a Hammer: The Social Model in Action.” In John Swain, Sally French, Colin Barnes, and Carol Thomas, eds. Disabling Barriers – Enabling Environments. London: Sage, 2002. 7-12. Olney, Marjorie F., and Karin F. Brockelman. "Out of the Disability Closet: Strategic Use of Perception Management by Select University Students with Disabilities." Disability & Society 18.1 (2003): 35-50. Parris, Matthew. “Choose Your Words Carefully If You Want to Be Misunderstood.” The Times 10 July 2004. Purves, Libby. “Handicap, What Handicap?” The Times 9 Aug. 2003. Ray, Jane. “An Illustrator’s View: Still Invisible.” In the Picture. < http://www.childreninthepicture.org.uk/au_illustrateview.htm >.Sandhal, Carrie. “Queering the Crip or Cripping the Queer: Intersections of Queer and Crip Identities in Solo Autobiographical Performance.” GLQ: A Journal of Lesbian and Gay Studies 9.1-2 (2003): 25-56. Saunders, Kathy. Happy Ever Afters: A Storybook Guide to Teaching Children about Disability. London: Trenton Books, 2000. Shakespeare, Tom. “Sweet Charity?” 2 May 2003. Ouch! < (http://www.bbc.co.uk/ouch/features/charity.shtml >. Shakespeare, Tom. Disability Rights and Wrongs. London: Routledge, 2006.

Abstract:

Literature—at least serious literature—is something that we work at. This is especially true within the academy. Literature departments are places where workers labour over texts carefully extracting and sharing meanings, for which they receive monetary reward. Specialised languages are developed to describe professional concerns. Over the last thirty years, the productions of mass culture, once regarded as too slight to warrant laborious explication, have been admitted to the academic workroom. Gothic studies—the specialist area that treats fearful and horrifying texts —has embraced the growing acceptability of devoting academic effort to texts that would once have fallen outside of the remit of “serious” study. In the seventies, when Gothic studies was just beginning to establish itself, there was a perception that the Gothic was “merely a literature of surfaces and sensations”, and that any Gothic of substantial literary worth had transcended the genre (Thompson 1). Early specialists in the field noted this prejudice; David Punter wrote of the genre’s “difficulty in establishing respectable credentials” (403), while Eve Kosofsky Sedgwick hoped her work would “make it easier for the reader of ‘respectable’ nineteenth-century novels to write ‘Gothic’ in the margin” (4). Gothic studies has gathered a modicum of this longed-for respectability for the texts it treats by deploying the methodologies used within literature departments. This has yielded readings that are largely congruous with readings of other sorts of literature; the Gothic text tells us things about ourselves and the world we inhabit, about power, culture and history. Yet the Gothic remains a production of popular culture as much as it is of the valorised literary field. I do not wish to argue for a reintroduction of the great divide described by Andreas Huyssen, but instead to suggest that we have missed something important about the ways in which popular Gothics—and perhaps other sorts of popular text—function. What if the popular Gothic were not a type of work, but a kind of play? How might this change the way we read these texts? Johan Huizinga noted that “play is not ‘ordinary’ or ‘real’ life. It is rather a stepping out of ‘real’ life into a temporary sphere of activity with a disposition all of its own. Every child knows perfectly well he is ‘only pretending’, or that it was ‘only for fun’” (8). If the Gothic sometimes offers playful texts, then those texts might direct readers not primarily towards the real, but away from it, at least for a limited time. This might help to account for the wicked spectacle offered by Dennis Wheatley’s The Devil Rides Out, and in particular, its presentation of the black mass. The black mass is the parody of the Christian mass thought to be performed by witches and diabolists. Although it has doubtless been performed on rare occasions since the Middle Ages, the first black mass for which we have substantial documentary evidence was celebrated in Hampstead on Boxing Day 1918, by Montague Summers; it is a satisfying coincidence that Summers was one of the Gothic’s earliest scholars. We have record of Summer’s mass because it was watched by a non-participant, Anatole James, who was “bored to tears” as Summers recited tracts of Latin and practiced homosexual acts with a youth named Sullivan while James looked on (Medway 382-3). Summers claimed to be a Catholic priest, although there is some doubt as to the legitimacy of his ordination. The black mass ought to be officiated by a Catholic clergyman so the host may be transubstantiated before it is blasphemed. In doing so, the mass de-emphasises interpretive meaning and is an assault on the body of Christ rather than a mutilation of the symbol of Christ’s love and sacrifice. Thus, it is not conceived of primarily as a representational act but as actual violence. Nevertheless, Summers’ black mass seems like an elaborate form of sexual play more than spiritual warfare; by asking an acquaintance to observe the mass, Summers formulated the ritual as an erotic performance. The black mass was a favourite trope of the English Gothic of the nineteen-sixties and seventies. Dennis Wheatley’s The Devil Rides Out features an extended presentation of the mass; it was first published in 1934, but had achieved a kind of genre-specific canonicity by the nineteen-sixties, so that many Gothics produced and consumed in the sixties and seventies featured depictions of the black mass that drew from Wheatley’s original. Like Summers, Wheatley’s mass emphasised licentious sexual practice and, significantly, featured a voyeur or voyeurs watching the performance. Where James only wished Summers’ mass would end, Wheatley and his followers presented the mass as requiring interruption before it reaches a climax. This version of the mass recurs in most of Wheatley’s black magic novels, but it also appears in paperback romances, such as Susan Howatch’s 1973 The Devil on Lammas Night; it is reimagined in the literate and genuinely eerie short stories of Robert Aickman, which are just now thankfully coming back into print; it appears twice in Mervyn Peake’s Gormenghast books. Nor was the black mass confined to the written Gothic, appearing in films of the period too; The Kiss of the Vampire (1963), The Witches (1966), Satan’s Skin, aka Blood on Satan’s Claw (1970), The Wicker Man (1973), and The Satanic Rites of Dracula (1974) all feature celebrations of the Sabbat, as, of course do the filmed adaptations of Wheatley’s novels, The Devil Rides Out (1967) and To the Devil a Daughter (1975). More than just a key trope, the black mass was a procedure characteristic of the English Gothic of the sixties; narratives were structured so as to lead towards its performance. All of the texts mentioned above repeat narrative and trope, but more importantly, they loosely repeat experience, both for readers and the characters depicted. While Summers’ black mass apparently made for tiresome viewing, textual representations of the black mass typically embrace the pageant and sensuality of the Catholic mass it perverts, involving music, incense and spectacle. Often animalistic sex, bestiality, infanticide or human sacrifice are staged, and are intended to fascinate rather than bore. Although far from canonical in a literary sense, by 1969 Wheatley was an institution. He had sold 27 million books worldwide and around 70 percent of those had been within the British market. All of his 55 books were in print. A new Wheatley in hardcover would typically sell 30,000 copies, and paperback sales of his back catalogue stood at more than a million books a year. While Wheatley wrote thrillers in a range of different subgenres, at the end of the sixties it was his ‘black magic’ stories that were far and away the most popular. While moderately successful when first published, they developed their most substantial audience in the sixties. When The Satanist was published in paperback in 1966, it sold more than 100,000 copies in the first ten days. By 1973, five of these eight black magic titles had sold more than a million copies. The first of these was The Devil Rides Out which, although originally published in 1934, by 1973, helped by the Hammer film of 1967, had sold more than one and a half million copies, making it the most successful of the group (“Pooter”; Hedman and Alexandersson 20, 73). Wheatley’s black magic stories provide a good example of the way that texts persist and accumulate influence in a genre field, gaining genre-specific canonicity. Wheatley’s apparent influence on Gothic texts and films that followed, coupled with the sheer number of his books sold, indicate that he occupied a central position in the field, and that his approach to the genre became, for a time, a defining one. Wheatley’s black magic stories apparently developed a new readership in the sixties. The black mass perhaps became legible as a salacious, nightmarish version of some imaginary hippy gathering. While Wheatley’s Satanists are villainous, there is a vaguely progressive air about them; they listen to unconventional music, dance in the nude, participate in unconventional sexual practice, and glut themselves on various intoxicants. This, after all, was the age of Hair, Oh! Calcutta! and Oz magazine, “an era of personal liberation, in the view of some critics, one of moral anarchy” (Morgan 149). Without suggesting that the Satanists represent hippies there is a contextual relevancy available to later readers that would have been missing in the thirties. The sexual zeitgeist would have allowed later readers to pornographically and pleasurably imagine the liberated sexuality of the era without having to approve of it. Wheatley’s work has since become deeply, embarrassingly unfashionable. The books are racist, sexist, homophobic and committed to a basically fascistic vision of an imperial England, all of which will repel most casual readers. Nor do his works provide an especially good venue for academic criticism; all surface, they do not reward the labour of careful, deep reading. The Devil Rides Out narrates the story of a group of friends locked in a battle with the wicked Satanist Mocata, “a pot-bellied, bald headed person of about sixty, with large, protuberant, fishy eyes, limp hands, and a most unattractive lisp” (11), based, apparently, on the notorious occultist Aleister Crowley (Ellis 145-6). Mocata hopes to start a conflict on the scale of the Great War by performing the appropriate devilish rituals. Led by the aged yet spry Duke de Richleau and garrulous American Rex van Ryn, the friends combat Mocata in three substantial set pieces, including their attempt to disrupt the black mass as it is performed in a secluded field in Wiltshire. The Devil Rides Out is a ripping story. Wheatley’s narrative is urgent, and his simple prose suggests that the book is meant to be read quickly. Likewise, Wheatley’s protagonists do not experience in any real way the crises and collapses that so frequently trouble characters who struggle against the forces of darkness in Gothic narratives. Even when de Richlieu’s courage fails as he observes the Wiltshire Sabbat, this failure is temporary; Rex simply treats him as if he has been physically wounded, and the Duke soon rallies. The Devil Rides Out is remarkably free of trauma and its sequelæ. The morbid psychological states which often interest the twentieth century Gothic are excluded here in favour of the kind of emotional fortitude found in adventure stories. The effect is remarkable. Wheatley retains a cheerful tone even as he depicts the appalling, and potentially repellent representations become entertainments. Wheatley describes in remarkable detail the actions that his protagonists witness from their hidden vantage point. If the Gothic reader looks forward to gleeful blasphemy, then this is amply provided, in the sort of sardonic style that Lewis’ The Monk manages so well. A cross is half stomped into matchwood and inverted in the ground, the Christian host is profaned in a way too dreadful to be narrated, and the Duke informs us that the satanic priests are eating “a stillborn baby or perhaps some unfortunate child that they have stolen and murdered”. Rex is chilled by the sound of a human skull rattling around in their cauldron (117-20). The mass offers a special quality of experience, distinct from the everyday texture of life represented in the text. Ostensibly waiting for their chance to liberate their friend Simon from the action, the Duke and Rex are voyeurs, and readers participate in this voyeurism too. The narrative focus shifts from Rex and de Richlieu’s observation of the mass, to the wayward medium Tanith’s independent, bespelled arrival at the ritual site, before returning to the two men. This arrangement allows Wheatley to extend his description of the gathering, reiterating the same events from different characters’ perspectives. This would be unusual if the text were simply a thriller, and relied on the ongoing release of new information to maintain narrative interest. Instead, readers have the opportunity to “view” the salacious activity of the Satanists a second time. This repetition delays the climactic action of the scene, where the Duke and Rex rescue Simon by driving a car into the midst of the ritual. Moreover, the repetition suggests that the “thrill” on offer is not necessarily related to plot —it offers us nothing new —but instead to simply seeing the rite performed. Tanith, although conveyed to the mass by some dark power, is delayed and she too becomes a part of the mass’ audience. She saw the Satanists… tumbling upon each other in the disgusting nudity of their ritual dance. Old Madame D’Urfé, huge-buttocked and swollen, prancing by some satanic power with all the vigour of a young girl who had only just reached maturity; the Babu, dark-skinned, fleshy, hideous; the American woman, scraggy, lean-flanked and hag-like with empty, hanging breasts; the Eurasian, waving the severed stump of his arm in the air as he gavotted beside the unwieldy figure of the Irish bard, whose paunch stood out like the grotesque belly of a Chinese god. (132) The reader will remember that Madame D’Urfé is French, and that the cultists are dancing before the Goat of Mendes, who masquerades as Malagasy, earlier described by de Richlieu as “a ‘bad black’ if ever I saw one” (11). The human body is obsessively and grotesquely racialized; Wheatley is simultaneously at his most politically vile and aesthetically Goya-like. The physically grotesque meshes with the crudely sexual and racist. The Irishman is typed as a “bard” and somehow acquires a second racial classification, the Indian is horrible seemingly because of his race, and Madame D’Urfé is repulsive because her sexuality is framed as inappropriate to her age. The dancing crone is defined in terms of a younger, presumably sexually appealing, woman; even as she is denigrated, the reader is presented with a contrary image. As the sexuality of the Satanists is excoriated, titillation is offered. Readers may take whatever pleasure they like from the representations while simultaneously condemning them, or even affecting revulsion. A binary opposition is set up between de Richlieu’s company, who are cultured and moneyed, and the Satanists, who might masquerade as civilised, but reveal their savagery at the Sabbat. Their race becomes a further symptom of their lack of civilised qualities. The Duke complains to Rex that “there is little difference between this modern Satanism and Voodoo… We might almost be witnessing some heathen ceremony in an African jungle!” (115). The Satanists become “a trampling mass of bestial animal figures” dancing to music where, “Instead of melody, it was a harsh, discordant jumble of notes and broken chords which beat into the head with a horrible nerve-racking intensity and set the teeth continually on edge” (121). Music and melody are cultural constructions as much as they are mathematical ones. The breakdown of music suggests a breakdown of culture, more specifically, of Western cultural norms. The Satanists feast, with no “knives, forks, spoons or glasses”, but instead drink straight from bottles and eat using their hands (118). This is hardly transgression on the scale of devouring an infant, but emphasises that Satanism is understood to represent the antithesis of civilization, specifically, of a conservative Englishness. Bad table manners are always a sign of wickedness. This sort of reading is useful in that it describes the prejudices and politics of the text. It allows us to see the black mass as meaningful and places it within a wider discursive tradition making sense of a grotesque dance that combines a variety of almost arbitrary transgressive actions, staged in a Wiltshire field. This style of reading seems to confirm the approach to genre text that Fredric Jameson has espoused (117-9), which understands the text as reinforcing a hegemonic worldview within its readership. This is the kind of reading the academy often works to produce; it recognises the mass as standing for something more than the simple fact of its performance, and develops a coherent account of what the mass represents. The labour of reading discerns the work the text does out in the world. Yet despite the good sense and political necessity of this approach, my suggestion is that these observations are secondary to the primary function of the text because they cannot account for the reading experience offered by the Sabbat and the rest of the text. Regardless of text’s prejudices, The Devil Rides Out is not a book about race. It is a book about Satanists. As Jo Walton has observed, competent genre readers effortlessly grasp this kind of distinction, prioritising certain readings and elements of the text over others (33-5). Failing to account for the reading strategy presumed by author and audience risks overemphasising what is less significant in a text while missing more important elements. Crucially, a reading that emphasises the political implications of the Sabbat attributes meaning to the ritual; yet the ritual’s ability to hold meaning is not what is most important about it. By attributing meaning to the Sabbat, we miss the fact of the Sabbat itself; it has become a metaphor rather than a thing unto itself, a demonstration of racist politics rather than one of the central necessities of a black magic story. Seligman, Weller, Puett and Simon claim that ritual is usually read as having a social purpose or a cultural meaning, but that these readings presume that ritual is interested in presenting the world truthfully, as it is. Seligman and his co-authors take exception to this, arguing that ritual does not represent society or culture as they are and that ritual is “a subjunctive—the creation of an order as if it were truly the case” (20). Rather than simply reflecting history, society and culture, ritual responds to the disappointment of the real; the farmer performs a rite to “ensure” the bounty of the harvest not because the rite symbolises the true order of things, but as a consolation because sometimes the harvest fails. Interestingly, the Duke’s analysis of the Satanists’ motivations closely accords with Seligman et al.’s understanding of the need for ritual to console our anxieties and disappointments. For the cultists, the mass is “a release of all their pent-up emotions, and suppressed complexes, engendered by brooding over imagined injustice, lust for power, bitter hatred of rivals in love or some other type of success or good fortune” (121). The Satanists perform the mass as a response to the disappointment of the participant’s lives; they are ugly, uncivil outsiders and according to the Duke, “probably epileptics… nearly all… abnormal” (121). The mass allows them to feel, at least for a limited time, as if they are genuinely powerful, people who ought to be feared rather than despised, able to command the interest and favour of their infernal lord, to receive sexual attention despite their uncomeliness. Seligman et al. go on to argue ritual “must be understood as inherently nondiscursive—semantic content is far secondary to subjunctive creation.” Ritual “cannot be analysed as a coherent system of beliefs” (26). If this is so, we cannot expect the black mass to necessarily say anything coherent about Satanism, let alone racism. In fact, The Devil Rides Out tends not to focus on the meaning of the black mass, but on its performance. The perceivable facts of the mass are given, often in instructional detail, but any sense of what they might stand for remains unexplicated in the text. Indeed, taken individually, it is hard to make sense or meaning out of each of the Sabbat’s components. Why must a skull rattle around a cauldron? Why must a child be killed and eaten? If communion forms the most significant part of the Christian mass, we could presume that the desecration of the host might be the most meaningful part of the rite, but given the extensive description accorded the mass as a whole, the parody of communion is dealt with surprisingly quickly, receiving only three sentences. The Duke describes the act as “the most appalling sacrilege”, but it is left at that as the celebrants stomp the host into the ground (120). The action itself is emphasised over anything it might mean. Most of Wheatley’s readers will, I think, be untroubled by this. As Pierre Bourdieu noted, “the regularities inherent in an arbitrary condition… tend to appear as necessary, even natural, since they are the basis of the schemes of perception and appreciation through which they are apprehended” (53-4). Rather than stretching towards an interpretation of the Sabbat, readers simply accept it a necessary condition of a “black magic story”. While the genre and its tropes are constructed, they tend to appear as “natural” to readers. The Satanists perform the black mass because that is what Satanists do. The representation does not even have to be compelling in literary terms; it simply has to be a “proper” black mass. Richard Schechner argues that, when we are concerned with ritual, “Propriety”, that is, seeing the ritual properly executed, “is more important than artistry in the Euro-American sense” (178). Rather than describing the meaning of the ritual, Wheatley prefers to linger over the Satanist’s actions, their gluttonous feasting and dancing, their nudity. Again, these are actions that hold sensual qualities for their performers that exceed the simply discursive. Through their ritual behaviour they enter into atavistic and ecstatic states beyond everyday human consciousness. They are “hardly human… Their brains are diseased and their mentality is that of the hags and the warlocks of the middle ages…” and are “governed apparently by a desire to throw themselves back into a state of bestiality…” (117-8). They finally reach a state of “maniacal exaltation” and participate in an “intoxicated nightmare” (135). While the mass is being celebrated, the Satanists become an undifferentiated mass, their everyday identities and individuality subsumed into the subjunctive world created by the ritual. Simon, a willing participant, becomes lost amongst them, his individual identity given over to the collective, subjunctive state created by the group. Rex and the Duke are outside of this subjunctive world, expressing revulsion, but voyeuristically looking on; they retain their individual identities. Tanith is caught between the role played by Simon, and the one played by the Duke and Rex, as she risks shifting from observer to participant, her journey to the Sabbat being driven on by “evil powers” (135). These three relationships to the Sabbat suggest some of the strategies available to its readers. Like Rex and the Duke, we seem to observe the black mass as voyeurs, and still have the option of disapproving of it, but like Simon, the act of continuing to read means that we are participating in the representation of this perversity. Having committed to reading a “black magic story”, the reader’s procession towards the black mass is inevitable, as with Tanith’s procession towards it. Yet, just as Tanith is compelled towards it, readers are allowed to experience the Sabbat without necessarily having to see themselves as wanting to experience it. This facilitates a ludic, undiscursive reading experience; readers are not encouraged to seriously reflect on what the Sabbat means or why it might be a source of vicarious pleasure. They do not have to take responsibility for it. As much as the Satanists create a subjunctive world for their own ends, readers are creating a similar world for themselves to participate in. The mass—an incoherent jumble of sex and violence—becomes an imaginative refuge from the everyday world which is too regulated, chaste and well-behaved. Despite having substantial precedent in folklore and Gothic literature (see Medway), the black mass as it is represented in The Devil Rides Out is largely an invention. The rituals performed by occultists like Crowley were never understood by their participants as being black masses, and it was not until the foundation of the Church of Satan in San Francisco in the later nineteen-sixties that it seems the black mass was performed with the regularity or uniformity characteristic of ritual. Instead, its celebration was limited to eccentrics and dabblers like Summers. Thus, as an imaginary ritual, the black mass can be whatever its writers and readers need it to be, providing the opportunity to stage those actions and experiences required by the kind of text in which it appears. Because it is the product of the requirements of the text, it becomes a venue in which those things crucial to the text are staged; forbidden sexual congress, macabre ceremony, violence, the appearance of intoxicating and noisome scents, weird violet lights, blue candle flames and the goat itself. As we observe the Sabbat, the subjunctive of the ritual aligns with the subjunctive of the text itself; the same ‘as if’ is experienced by both the represented worshippers and the readers. The black mass offers an analogue for the black magic story, providing, almost in digest form, the images and experiences associated with the genre at the time. Seligman et al. distinguish between modes that they term the sincere and the ritualistic. Sincerity describes an approach to reading the world that emphasises the individual subject, authenticity, and the need to get at “real” thought and feeling. Ritual, on the other hand, prefers community, convention and performance. The “sincere mode of behavior seeks to replace the ‘mere convention’ of ritual with a genuine and thoughtful state of internal conviction” (103). Where the sincere is meaningful, the ritualistic is practically oriented. In The Devil Rides Out, the black mass, a largely unreal practice, must be regarded as insincere. More important than any “meaning” we might extract from the rite is the simple fact of participation. The individuality and agency of the participants is apparently diminished in the mass, and their regular sense of themselves is recovered only as the Duke and Rex desperately drive the Duke’s Hispano into the ritual so as to halt it. The car’s lights dispel the subjunctive darkness and reduce the unified group to a gathering of confused individuals, breaking the spell of naughtily enabling darkness. Just as the meaningful aspect of the mass is de-emphasised for ritual participants, for readers, self and discursive ability are de-emphasised in favour of an immersive, involving reading experience; we keep reading the mass without pausing to really consider the mass itself. It would reduce our pleasure in and engagement with the text to do so; the mass would be revealed as obnoxious, unpleasant and nonsensical. When we read the black mass we tend to put our day-to-day values, both moral and aesthetic, to one side, bracketing our sincere individuality in favour of participation in the text. If there is little point in trying to interpret Wheatley’s black mass due to its weakly discursive nature, then this raises questions of how to approach the text. Simply, the “work” of interpretation seems unnecessary; Wheatley’s black mass asks to be regarded as a form of play. Simply, The Devil Rides Out is a venue for a particular kind of readerly play, apart from the more substantial, sincere concerns that occupy most literary criticism. As Huizinga argued that, “Play is distinct from ‘ordinary’ life both as to locality and duration… [A significant] characteristic of play [is] its secludedness, its limitedness” (9). Likewise, by seeing the mass as a kind of play, we can understand why, despite the provocative and transgressive acts it represents, it is not especially harrowing as a reading experience. Play “lies outside the antithesis of wisdom and folly, and equally outside those of truth and falsehood, good and evil…. The valuations of vice and virtue do not apply...” (Huizinga 6). The mass might well offer barbarism and infanticide, but it does not offer these to its readers “seriously”. The subjunctive created by the black mass for its participants on the page is approximately equivalent to the subjunctive Wheatley’s text proposes to his readers. The Sabbat offers a tawdry, intoxicated vision, full of strange performances, weird lights, queer music and druggy incenses, a darkened carnival apart from the real that is, despite its apparent transgressive qualities and wretchedness, “only playing”. References Bourdieu, Pierre. The Logic of Practice. Trans. Richard Nice. Stanford: Stanford UP, 1990. Ellis, Bill. Raising the Devil: Satanism, New Religions, and the Media. Lexington: The UP of Kentucky, 2000. Hedman, Iwan, and Jan Alexandersson. Four Decades with Dennis Wheatley. DAST Dossier 1. Köping 1973. Huyssen, Andreas. After the Great Divide: Modernism, Mass Culture, Postmodernism. Bloomington and Indianapolis: Indiana UP, 1986. Jameson, Fredric. The Political Unconscious: Narrative as a Socially Symbolic Act. London: Routledge, 1989. Huizinga, J. Homo Ludens: A Study of the Play-Element in Culture. International Library of Sociology. London: Routledge & Kegan Paul, 1949. Medway, Gareth J. The Lure of the Sinister: The Unnatural History of Satanism. New York: New York UP, 2001. “Pooter.” The Times 19 August 1969: 19. Punter, David. The Literature of Terror: A History of Gothic Fictions from 1765 to the Present Day. London: Longman, 1980. Schechner, Richard. Performance Theory. Revised and Expanded ed. New York: Routledge, 1988. Sedgwick, Eve Kosofsky. The Coherence of Gothic Conventions. 1980. New York: Methuen, 1986. Seligman, Adam B, Robert P. Weller, Michael J. Puett and Bennett Simon. Ritual and Its Consequences: An Essay on the Limits of Sincerity. Oxford: Oxford UP, 2008. Thompson, G.R. Introduction. “Romanticism and the Gothic Imagination.” The Gothic Imagination: Essays in Dark Romanticism. Ed. G.R. Thompson. Pullman: Washington State UP, 1974. 1-10. Wheatley, Dennis. The Devil Rides Out. 1934. London: Mandarin, 1996.

Abstract:

Sensei claps his hands and calls “hai douzo!”, and it is as if I woke up from a daydream, though I wasn’t daydreaming. I’m sitting seiza (traditional Japanese kneeling posture) in an aikidō seminar taking place in Jerusalem. In the large mirror, which is installed on the opposite wall, I can see my friends sitting near me in a row that extends to my left and to my right. At the center of the hall, sensei is demonstrating a technique. We observe his physical movements closely, while at the same time we also follow his verbal explanations. Yelena, my colleague and student, is assisting him: as she attacks he performs the correct defensive set of movements. Sometimes his movements with Yelena strike me as so aesthetic, so beautiful, that I become emotional and my eyes become wet. “Hai douzo!” is a cue: we quickly rise from seiza and pair-up. Now it is for us to perform the technique that sensei has taught, attempting to do so as effortlessly and as perfectly as he has. In this paper I inquire into knowledge as a social, embodied and interactional accomplishment. Following phenomenological and interactional theories, I address knowledge not as an abstract notion that exists over and above felt experience and feeling persons, but as felt/sensed and situational action. Interactional studies and theories in particular (Dewey; Garfinkel; Goffman) have stressed not only how inspiring it can be to think with the body, rather than about it or perhaps without it altogether, but also how society and the social are interactional through and through. Further along these lines, social life is seen as essentially (re)assembled (Latour Reassembling), and is continuously (re)created in and through interconnected interactions.Many social theories of the twentieth century are of static nature. If Popperian science sought to ‘capture’, ‘isolate’ and ‘fix’ reality, even momentarily, in order to examine it in a laboratory (be it concrete or metaphorical), emerging mobile and non-representational sensibilities suggest that it is social science that should adapt rather than social life. The notion of mobilities for instance, rests on an approach “which is not limited to representational thinking and feeling, but a different sort of thinking-feeling altogether. It is a recognition that mobilities such as dance involve various combinations of thought, action, feeling and articulation” (Adey 149). Thrift’s non-representational theory too asks social science to move beyond the representational order and beyond acts of ‘interpretation’ of ‘reality-as-text’, and inquire instead into “skills and knowledges [people] get from being embodied beings” (Thrift 127). Latour appealingly suggests that, “to have a body is to learn to be affected, meaning ‘effectuated’, moved, put into motion by other entities” (How to Talk 205). The question then is how the body becomes what it knows, and how and where such skill-ful learning takes place, where, together, bodies learn to sense each other and interact in innovative ways, performing new somatic knowledges, sensitivities, and interactions. I use the notion of a kinesthetic community of practice to address these questions, and to inquire into the (inter-)somatic environments where knowledge is both embodied and performed. I suggest that somatic knowledge is gained within a community, whereby “[a]cquiring a body is thus a progressive enterprise that produces at once a sensory medium and a sensitive world” (Latour, How to Talk 207), can be observed in an instructive way. The point here is not only the social nature of knowledge, but also its somatic and performed nature; “The action of knowledge”, as Latour (Latour, How to Talk 214) puts it. With the performative turn, to which I wish to contribute, I contend that we find ourselves less in times of hermeneutics of interpretation, and more in times of intervention and performance.For the purpose of studying a community of kinesthetic practice, I reflect on an occasion of aikidō training, which took place during a seminar given by Doug Wedell sensei during June, 2010, in Jerusalem. More generally, Aikidō is a modern Japanese martial art, which was developed by Morihei Ueshiba (1883-1969) during the 1920s and 1930s. The term’s meaning resides in the kanji: Ai (合) meaning blending or harmonizing; Ki (気) meaning spirit, vitality or energy; and Dō (道) meaning way and also ‘discipline of’ or ‘art of’. Hence literally the meaning of aikidō, which is told to newcomers and reiterated to experienced aikidōka (practitioners), is the way of blending and harmonizing with the energy. Indeed, aikidōka view accomplishing the state of aiki, or of “being (one) with” not as a means but as an ends; a case of perfect time and movement, the performance of which means that aggression and risk, pain and injury, have been avoided. Research into bodies and mobilities in aikidō is part of the larger inquiry into systems of embodiment in and of Eastern bodily arts and of course other systems of movements and mobilities. My personal association here concerns practicing aikidō for over two decades, mostly in the dōjō (training hall and community) affiliated with the Hebrew University of Jerusalem.Interspersed Embodied AutoethnographyThe ethnographic text below is what I call an interspersed autoethnography, referring to two points that characterize it as a research method. First, it is an autoethnographic text as it is composed from my own embodied and emotional perspective, as an experienced aikidō practitioner or aikidōka. It is not a typical ‘participant observation’ description because my aikidō practice is deeply personal and has commenced a few years before my practice in academic disciplines began. Articulating my aikidō practice is necessarily for me a personal matter, touching on meaningful social and spiritual nexuses. In doing so my pleasure is twofold, as I am able to bring together my aikidō and my academic life-spheres. Second, the term interspersed describes a reluctance on my behalf to write in a straightforward, seemingly unproblematic, ethnographic genre. While I am completely in accord with works which decenter positivistic scientific writing and offer reflexivity and personal voice (eg. Young), I nonetheless acknowledge the strong claim for authenticity made at times by neat ethnographic extracts ‘from the field’. My preference is for a hybrid text that conveys experience and bodily praxis as they unfold, allowing the interspersing of real-life activity with academic reflection. Such autoethnographic writing is a hybrid genre, simultaneously de- or re-contextualizing academic knowledge and illuminating it via my practice/knowledge of aikidō. Writing in the personal voice of the researcher’s body, and sense of embodiedness, has of course its own history within and outside academic communities. In the type or research produced by colleagues who work on bodily practices and somatic communities, addressing one’s own body is inevitable. The more recent voices in this tradition remind us that “[s]ocial scientists who have gotten deeply involved in kinesthetic cultures have discovered they can analyze cultural information recorded in their own bodies” (Samudra 667). The interspersed embodied autoethnography offered in this paper aims to do just that, to share an embodied experience of actual aikidō training. Your Hands. Extended.Now Doug Wedell sensei slightly bows in my direction, and I, sitting seiza, immediately bow back and run to assist him. He faces me and extends both of his hands forward slightly. This marks for me an invitation. It is an opening, a cue marking that something is (already) going on between us. When Doug sensei raises his hands slightly and extends both of them forward a tension is established, and now it is my turn: I rush in the direction of his hands, seeking to grab both of them with mine. The grab is a type of an attack called ryotedori (lit. in Japanese ‘two-hand-grab’). My hands are extended as my body moves forward, focusing on grabbing Doug’s extended arms powerfully. I would have liked at this point to write that I am experiencing a ‘Zen state of mind’ and that my mind is clear of thoughts, and there are no words humming in me; or that I am experiencing a sensation of ‘flow’. But, alas, the fact is that I am thinking, and quite intensely. More accurately, I am speculating and wondering what will happen to me/my body as my arms approach sensei’s extended arms. Surely, I will not be able to grab his hands, and before physical contact between our limbs will materialize, he will move away swiftly and evade my approach. In terms of the discourse of the Martial Arts, I’m thinking about the technique that Doug sensei might perform with/on me, which will shape our expected embodied interaction. Not so much thinking as sensing: I imagine embodied possible trajectories that might span out from when and where our hands will nearly touch. As I rush in sensei’s direction I’m also aware of my breathing and sweating (both seem too heavy to me, and I repeatedly remind myself that I need to work out more often), of the coolness of the tatami (mattresses) under my feet, and somewhere in the back of my mind I’m concerned that I haven’t arranged my white training shirt (the thick training wear called gi) tidily enough. I’m also registering an anxiety. It has to do with the possible consequences of the technique that he will execute: will it be painful? Will I be hurt? Do I know that technique? Will I perform competently when he executes it? (I wouldn’t want to disappoint him, and in addition there are people watching us). Once, in a seminar in another style of aikidō, the Sensei smacked me on the tatami so powerfully and painfully that my eyes immediately filled with tears, but I bowed and said “domo arigato Sensei!” (“thank you very much, teacher”). Storming at Doug sensei, then, is not without words and many sensations, it is the easy part of this tango; the unexpected moments are very brief and amount to the actual duration of the performance of the technique. In this demonstration, Doug sensei is nagè or the one who performs the technique. In the capacity of teaching a technique, defined as a series of interactional moves that affects the attacker and neutralizes the threat embodied in the attack, nagè is the one exhibiting the technique for students and others to see and learn (which in the martial arts essentially means to try to repeat and imitate). Everyone’s eyes are set on nagè, sometimes with a technical gaze that seeks to unravel the proficient skills he is demonstrating (“how did he move his legs, did you get that? That was subtle!”), and sometimes with an impressionistic gaze that is inspired with his mastery of Ki, and how he connects and blends so effortlessly and effectively with the uke, who is presently myself (“wow, you can really see the Ki”). In aikidō, uke’s role – which I am now embodying – is mainly helping nagè perform the technique correctly, and in the case it is also clearly a demonstration. This is done by approaching Doug sensei (‘attacking’) energetically and effectively. I am generating motility and extending not only my arms and my body in the direction of sensei’s arms and body, but I am also ‘extending Ki’, an intention, an orientation, an invisible energy. Paraphrasing the ethnomethodological dictum “seen but unnoticed” (Garfinkel), for aikidōka Ki is the reverse: noticed but unseen. In fact, it is precisely the noticing of and awareness to Ki that makes a person into an aikidōka; into a member of a community of kinesthetic practice. The notion of community of practice has much more to do with learning in real-life situations and interactions, rather than in classroom contexts where knowledge is commonly presented in an abstracted and decontextualized form. Yet in aikidō training it could be said that “a community of practice is different from the traditional community, primarily because it is defined simultaneously by its membership and by the practice in which that membership engages” (Eckert and McConnell-Ginet 464). I add the notion of a kinesthetic community of practice to these practices. Following Samudra, I acknowledge that kinesthetic sensitivities and sensibilities are essential in and for martial arts in general, and more prominently for aikidō. The practice that defines the community, then, has to do with developing and enhancing kinesthetic sensitivities.Rushing at sensei Doug, I’m imagining what might/will happen to my body and where will it go. Ryotedori tenchi-nagè (lit. two-hand-grab heaven-and-earth-through) engulfs one possibility, whereby sensei will side-step a little and then raise one hand and lower the other – a movement which will have a particular effect on my body: my feet will be in the air, my body will be more or less horizontal to the tatami, and I will then fall and land on my back. Or he might do a ryotedori enkei-nagè (two-hand-grab circular-throw), whereby he will side-step and then quickly lower and raise his body in a graceful yet abrupt dipping movement, while performing a vertical circular motion with his hands. In this case my body will rhythmically follow his body’s movements, bend and straighten a little and finally bend again beyond my ability to maintain stability. At this point I will lose my balance and fall, either forward or backward, depending on the fleeting subtleties of a particular occasion. Or sensei might choose to do ryotedori irimi-nagè (two-hand-grab forward-thrust), or ryotedori shiho-nagè (two-hand-grab four-directions-throw), which is one of his favorites and one of my most dreaded techniques… My mind is conjuring these associations of names and movements, of techniques and somatic trajectories. Which are now coupled. There is nothing more that I can do about all of this at this stage, besides what I am already doing, which is storming at Doug sensei and committing an “attack”, not allowing my hesitations, anxieties and visualizations to interfere or distract my motility. I know that regardless of the specific technique that he will eventually perform, I will not be able to actually capture his hands, and it is precisely this time-space interval which is the creative opportunity for nagè to execute the technique at the ideal timing. He will begin the technique just before I capture his hands. Not too far or too early; not close or too late. In precisely the right time. What is left for me now to do as uke-in-interaction is to allow my body to be centered and relaxed; try to keep my body attentive and reactive and least rigid as possible, which are the somatic-kinesthetic qualities that ukemi – doing uke – demands (to my understanding). Indeed, as I close in on sensei’s hands, about a foot away or so, at the exact point where I cannot anymore retract my movement, he begins moving. He slides unnoticingly sideways and his hands do a similar motion to that of tenchi-nagè, but not precisely. It’s a different technique: I think it’s ryotedori zepo-nagè (two-hand-grab forward-throw). His sidestepping draws my body low and near his body quickly and powerfully. I’m inside a whirlpool and now really do not have time to ponder or simulate trajectories. There is a split of a second there that the air is drawn out of my lungs. My hands follow sensei’s hands attentively, and my body stays ‘with’ my hands, connected to his movements. Everyone is observing sensei; the nagè. The uke is perceived as a helper; a sideshow. Yet my skills are developed and subtle, and as nagè performs various movements swiftly and minutely, my limbs and body must reflect these movements in a highly attuned manner. My movements are as swift and minute as his. Otherwise, the connection will be asynchronous and uke will fail to follow or be engaged by nagè’s technique. Uke’s embodied abilities (acquired skills) at following through nagè’s leads allows uke’s body to move in a fashion that reflects nagè’s movements in a magnified way. Observers’ correct gaze then should not be set only or even primarily on Nagè, the ‘performer’; it should include the uke, which supplies a type of an embodied mirror to or echo of nagè’s movements. I identify with Samudra’s (671) observation, that “[k]nowing the structure of movement is not the same as experiencing the sensation of movement, however. After more than two decades of training, I know when I am executing a besi correctly: not by the shape of the form but by subtle sensations.” Uke is attending to nagè. It is less a matter of attacking the nagè, if attack is taken simplistically to mean striking/kicking/grabbing the other. More dialectical and interactional, in the nagè-uke dyad the uke supplies the gesture of the audience. Uke audiences nagè – the latter must appreciate (must have acquired the sensitivities and the ‘taste’ to appreciate) nagè, hence to audience nagè and complement her. If we take the notion of audience not as a passive receptor, but as an active, committed and engaged actor, then uke is an active and involved audience. This is how art is consumed, and indeed at stake here is a martial art. The next thing I feel are a variety of sensations, taking place more or less at the same time in different bodily parts, both at the skin level and inside the body. Then my body is suspended in mid-air: two feet up in the air and for a distance of some nine feet. Thanks to Doug sensei I’m micro-flying. This is the last part performed by uke: after the attack and after nagè has performed the technique, uke must make sure that she or he are unharmed while taking the appropriate fall. Relieved, I land softly on the tatami. Conclusions I could have concluded by saying that as it takes two to tango, it also takes two to perform an aikidō technique. But this would have been an over-simplification. It takes two roles to perform a technique, that of the nagè and that of the uke, and in addition it also takes a community of kinesthetic practice in order to learn to perform ‘doing being a nagè’ and also ‘doing being a uke’ (following Garfinkel). It might take two to tango but it takes more (inter)connections and more (inter)actions to learn to tango. Moreover, it is never completely clear, nor can it ever be, whether the occasion at hand is that of learning (training, rehearsing) or that or performing (accomplishing). When I rush at Doug sensei during a seminar class, it seems like a performance: students and others are watching and taking pictures, and the seminar is video-recorded and then uploaded to YouTube and to our websites. But at the same time I am also thinking of the practice I gained with ‘doing being a uke for/with Doug Sensei’. So any performance is also a training session, a rehearsal for an occasion that is known or unknown but nonetheless anticipated. And of course vice versa: every training session or rehearsal is also a performance; an aesthetic and meaningful interaction that stands for itself. In these occasions, kinesthetic and somatic knowledge is simultaneously created, shared, and performed, as are also the sensitivities and sensibilities that are acquired and required in order to reciprocate it; to ‘understand it’ via mobilities. With the interspersed autoethnography presented I have sought to show how, in Latour’s terms, the body learns to be affected with and to the uke in the uke-nagè dyad in aikidō. The skills and sensitivities in and of aikidō are learned through the roles performed during actual practice. What is called ‘the work of the uke’, or ukemi, is an ongoing process of acquiring and refining skills in and for interaction. ReferencesAdey, Peter. Aerial Life: Spaces, Mobilities, Affects. Oxford: Wiley-Blackwell, 2010. Dewey, John. Reconstruction in Philosophy. New York: Henry Holt, 1920.Eckert, Penelope, and Sally McConnell-Ginet. "Think Practically and Look Locally: Language and Gender as Community-Based Practice." Annual Review of Anthropology 21 (1992): 461-90. Garfinkel, Harold. Studies in Ethnomethodology. Englewood Cliffs, N.J.: Prentice-Hall, 1967. Goffman, Erving. Interaction Ritual: Essays in Face-to-Face Behavior. Chicago: Aldine Pub. Co., 1967.Latour, Bruno. "How to Talk about the Body? The Normative Dimension of Science Studies." Body & Society 10.2-3 (2004): 205-29. ---. Reassembling the Social: An Introduction to Actor-Network-Theory. Oxford: Oxford University Press, 2005. Samudra, Jaida Kim. "Memory in Our Body: Thick Participation and the Translation of Kinesthetic Experience." American Ethnologist 35.4 (2008): 665-81. Thrift, Nigel. J. Non-Representational Theory: Space, Politics, Affect. New York: Routledge, 2007. Young, Katharine Galloway. "Perspectives on Embodiment: The Uses of Narrativity in Ethnographic Writing." Journal of Narrative and Life History 1.1 (1991): 213-43.

Abstract:

What we wear signals our membership within groups, be theyorganised by gender, class, ethnicity or religion. Simultaneously our clothing signifies hierarchies and power relations that sustain dominant power structures. How we dress is an expression of our identity. For Veblen, how we dress expresses wealth and social stratification. In imitating the fashion of the wealthy, claims Simmel, we seek social equality. For Barthes, clothing is embedded with systems of meaning. For Hebdige, clothing has modalities of meaning depending on the wearer, as do clothes for gender (Davis) and for the body (Entwistle). For Maynard, “dress is a significant material practice we use to signal our cultural boundaries, social separations, continuities and, for the present purposes, political dissidences” (103). Clothing has played a central role in historical and contemporary forms of political dissent. During the French Revolution dress signified political allegiance. The “mandated costumes, the gold-braided coat, white silk stockings, lace stock, plumed hat and sword of the nobility and the sober black suit and stockings” were rejected as part of the revolutionary struggle (Fairchilds 423). After the storming of the Bastille the government of Paris introduced the wearing of the tricolour cockade, a round emblem made of red, blue and white ribbons, which was a potent icon of the revolution, and a central motif in building France’s “revolutionary community”. But in the aftermath of the revolution divided loyalties sparked power struggles in the new Republic (Heuer 29). In 1793 for example anyone not wearing the cockade was arrested. Specific laws were introduced for women not wearing the cockade or for wearing it in a profane manner, resulting in six years in jail. This triggered a major struggle over women’s abilities to exercise their political rights (Heuer 31).Clothing was also central to women’s political struggles in America. In the mid-nineteenth century, women began wearing the “reform dress”—pants with shortened, lightweight skirts in place of burdensome and restrictive dresses (Mas 35). The wearing of pants, or bloomers, challenged gender norms and demonstrated women’s agency. Women’s clothes of the period were an "identity kit" (Ladd Nelson 22), which reinforced “society's distinctions between men and women by symbolizing their natures, roles, and responsibilities” (Ladd Nelson 22, Roberts 555). Men were positioned in society as “serious, active, strong and aggressive”. They wore dark clothing that “allowed movement, emphasized broad chests and shoulders and presented sharp, definite lines” (Ladd Nelson 22). Conversely, women, regarded as “frivolous, inactive, delicate and submissive, dressed in decorative, light pastel coloured clothing which inhibited movement, accentuated tiny waists and sloping shoulders and presented an indefinite silhouette” (Ladd Nelson 22, Roberts 555). Women who challenged these dress codes by wearing pants were “unnatural, and a perversion of the “true” woman” (Ladd Nelson 22). For Crane, the adoption of men’s clothing by women challenged dominant values and norms, changing how women were seen in public and how they saw themselves. The wearing of pants came to “symbolize the movement for women's rights” (Ladd Nelson 24) and as with women in France, Victorian society was forced to consider “women's rights, including their right to choose their own style of dress” (Ladd Nelson 23). As Yangzom (623) puts it, clothing allows groups to negotiate boundaries. How the “embodiment of dress itself alters political space and civic discourse is imperative to understanding how resistance is performed in creating social change” (Yangzom 623). Fig. 1: 1850s fashion bloomersIn a different turn is presented in Mahatma Gandhi’s Khadi movement. Khadi is a term used for fabrics made on a spinning wheel (or charkha) or hand-spun and handwoven, usually from cotton fibre. Khadi is considered the “fabric of Indian independence” (Jain). Gandhi recognised the potential of the fabric to a self-reliant, independent India. Gandhi made the struggle for independence synonymous with khadi. He promoted the materials “simplicity as a social equalizer and made it the nation’s fabric” (Sinha). As Jain notes, clothing and in this case fabric, is a “potent sign of resistance and change”. The material also reflects consciousness and agency. Khadi was Gandhi’s “own sartorial choices of transformation from that of an Englishman to that of one representing India” (Jain). For Jain the “key to Khadi becoming a successful tool for the freedom struggle” was that it was a “material embodiment of an ideal” that “represented freedom from colonialism on the one hand and a feeling of self-reliance and economic self-sufficiency on the other”. Fig. 2: Gandhi on charkha The reappropriating of Khadi as a fabric of political dissent echoes the wearing of blue denim by the Student Nonviolent Coordinating Committee (SNCC) at the 1963 National Mall Washington march where 250,000 people gather to hear Martin Luther King speak. The SNCC formed in 1960 and from then until the 1963 March on Washington they developed a “style aesthetic that celebrated the clothing of African American sharecroppers” (Ford 626). A critical aspect civil rights activism by African America women who were members of the SNCC was the “performance of respectability”. With the moral character of African American women under attack (as a way of delegitimising their political activities), the female activists “emphasized the outward display of their respectability in order to withstand attacks against their characters”. Their modest, neat “as if you were going to church” (Chappell 96) clothing choices helped them perform respectability and this “played an important performative role in the black freedom struggle” (Ford 626). By 1963 however African American female civil rights activists “abandoned their respectable clothes and processed hairstyles in order to adopt jeans, denim skirts, bib-and-brace overalls”. The adoption of bib-and-brace overalls reflected the sharecropper's blue denim overalls of America’s slave past.For Komar the blue denim overalls “dramatize[d] how little had been accomplished since Reconstruction” and the overalls were practical to fix from attack dog tears and high-pressure police hoses. The blue denim overalls, according to Komar, were also considered to be ‘Negro clothes’ purchased by “slave owners bought denim for their enslaved workers, partly because the material was sturdy, and partly because it helped contrast them against the linen suits and lace parasols of plantation families”. The clothing choice was both practical and symbolic. While the ‘sharecropper’ narrative is problematic as ‘traditional’ clothing (something not evident in the case of Ghandi’s Khandi Movement, there is an emotion associated with the clothing. As Barthes (6-7) has shown, what makes ‘traditional clothing,’ traditional is that it is part of a normative system where not only does clothing have its historical place, but it is governed by its rules and regimentation. Therefore, there is a dialectical exchange between the normative system and the act of dressing where as a link between the two, clothing becomes the conveyer of its meanings (7). Barthes calls this system, langue and the act of dressing parole (8). As Ford does, a reading of African American women wearing what she calls a “SNCC Skin” “the uniform [acts] consciously to transgress a black middle-class worldview that marginalised certain types of women and particular displays of blackness and black culture”. Hence, the SNCC women’s clothing represented an “ideological metamorphosis articulated through the embrace and projection of real and imagined southern, working-class, and African American cultures. Central to this was the wearing of the blue denim overalls. The clothing did more than protect, cover or adorn the body it was a conscious “cultural and political tool” deployed to maintain a movement and build solidarity with the aim of “inversing the hegemonic norms” via “collective representations of sartorial embodiment” (Yangzom 622).Fig. 3: Mississippi SNCC March Coordinator Joyce Ladner during the March on Washington for Jobs and Freedom political rally in Washington, DC, on 28 Aug. 1963Clothing in each of these historical examples performs an ideological function that can bridge, that is bring diverse members of society together for a cause, or community cohesion or clothing can act as a fence to keep identities separate (Barnard). This use of clothing is evident in two indigenous examples. For Maynard (110) the clothes worn at the 1988 Aboriginal ‘Long March of Freedom, Justice and Hope’ held in Australia signalled a “visible strength denoted by coherence in dress” (Maynard 112). Most noted was the wearing of colours – black, red and yellow, first thought to be adopted during protest marches organised by the Black Protest Committee during the 1982 Commonwealth Games in Brisbane (Watson 40). Maynard (110) describes the colour and clothing as follows:the daytime protest march was dominated by the colours of the Aboriginal people—red, yellow and black on flags, huge banners and clothing. There were logo-inscribed T-shirts, red, yellow and black hatband around black Akubra’s, as well as red headbands. Some T-shirts were yellow, with images of the Australian continent in red, others had inscriptions like 'White Australia has a Black History' and 'Our Land Our Life'. Still others were inscribed 'Mourn 88'. Participants were also in customary dress with body paint. Older Indigenous people wore head bands inscribed with the words 'Our Land', and tribal elders from the Northern Territory, in loin cloths, carried spears and clapping sticks, their bodies marked with feathers, white clay and red ochres. Without question, at this most significant event for Aboriginal peoples, their dress was a highly visible and cohesive aspect.Similar is the Tibetan Freedom Movement, a nonviolent grassroots movement in Tibet and among Tibet diaspora that emerged in 2008 to protest colonisation of Tibet. It is also known as the ‘White Wednesday Movement’. Every Wednesday, Tibetans wear traditional clothes. They pledge: “I am Tibetan, from today I will wear only Tibetan traditional dress, chuba, every Wednesday”. A chuba is a colourful warm ankle-length robe that is bound around the waist by a long sash. For the Tibetan Freedom Movement clothing “symbolically functions as a nonverbal mechanism of communication” to “materialise consciousness of the movement” and functions to shape its political aims (Yangzom 622). Yet, in both cases – Aboriginal and Tibet protests – the dress may “not speak to single cultural audience”. This is because the clothing is “decoded by those of different political persuasions, and [is] certainly further reinterpreted or reframed by the media” (Maynard 103). Nevertheless, there is “cultural work in creating a coherent narrative” (Yangzom 623). The narratives and discourse embedded in the wearing of a red, blue and white cockade, dark reform dress pants, cotton coloured Khadi fabric or blue denim overalls is likely a key feature of significant periods of political upheaval and dissent with the clothing “indispensable” even if the meaning of the clothing is “implied rather than something to be explicated” (Yangzom 623). On 21 January 2017, 250,000 women marched in Washington and more than two million protesters around the world wearing pink knitted pussy hats in response to the remarks made by President Donald Trump who bragged of grabbing women ‘by the pussy’. The knitted pink hats became the “embodiment of solidarity” (Wrenn 1). For Wrenn (2), protests such as this one in 2017 complete with “protest visuals” which build solidarity while “masking or excluding difference in the process” indicates “a tactical sophistication in the social movement space with its strategic negotiation of politics of difference. In formulating a flexible solidarity, the movement has been able to accommodate a variety of races, classes, genders, sexualities, abilities, and cultural backgrounds” (Wrenn 4). In doing so they presented a “collective bodily presence made publicly visible” to protest racist, sexist, homophobic, Islamophobic, and xenophobic white masculine power (Gokariksel & Smith 631). The 2017 Washington Pussy Hat March was more than an “embodiment tactic” it was an “image event” with its “swarms of women donning adroit posters and pink pussy hats filling the public sphere and impacting visual culture”. It both constructs social issues and forms public opinion hence it is an “argumentative practice” (Wrenn 6). Drawing on wider cultural contexts, as other acts of dissent note here do, in this protest with its social media coverage, the “master frame” of the sea of pink hats and bodies posited to audiences the enormity of the anger felt in the community over attacks on the female body – real or verbal. This reflects Goffman’s theory of framing to describe the ways in which “protestors actively seek to shape meanings such that they spark the public’s support and encourage political openings” (Wrenn 6). The hats served as “visual tropes” (Goodnow 166) to raise social consciousness and demonstrate opposition. Protest “signage” – as the pussy hats can be considered – are a visual representation and validation of shared “invisible thoughts and emotions” (Buck-Coleman 66) affirming Georg Simmel’s ideas about conflict; “it helps individuals define their differences, establish to which group(s) they belong, and determine the degrees to which groups are different from each other” (Buck-Coleman 66). The pink pussy hat helped define and determine membership and solidarity. Further embedding this was the hand-made nature of the hat. The pattern for the hat was available free online at https://www.pussyhatproject.com/knit/. The idea began as one of practicality, as it did for the reform dress movement. This is from the Pussy Hat Project website:Krista was planning to attend the Women’s March in Washington DC that January of 2017 and needed a cap to keep her head warm in the chill winter air. Jayna, due to her injury, would not be able to attend any of the marches, but wanted to find a way to have her voice heard in absentia and somehow physically “be” there. Together, a marcher and a non-marcher, they conceived the idea of creating a sea of pink hats at Women’s Marches everywhere that would make both a bold and powerful visual statement of solidarity, and also allow people who could not participate themselves – whether for medical, financial, or scheduling reasons — a visible way to demonstrate their support for women’s rights. (Pussy Hat Project)In the tradition of “craftivism” – the use of traditional handcrafts such as knitting, assisted by technology (in this case a website with the pattern and how to knit instructions), as a means of community building, skill-sharing and action directed towards “political and social causes” (Buszek & Robertson 197) –, the hand-knitted pink pussy hats avoided the need to purchase clothing to show solidarity resisting the corporatisation of protest clothing as cautioned by Naomi Klein (428). More so by wearing something that could be re-used sustained solidarity. The pink pussy hats provided a counter to the “incoherent montage of mass-produced clothing” often seen at other protests (Maynard 107). Everyday clothing however does have a place in political dissent. In late 2018, French working class and middle-class protestors donned yellow jackets to protest against the government of French President Emmanuel Macron. It began with a Facebook appeal launched by two fed-up truck drivers calling for a “national blockade” of France’s road network in protest against rising fuel prices was followed two weeks later with a post urging motorist to display their hi-vis yellow vests behind their windscreens in solidarity. Four million viewed the post (Henley). Weekly protests continued into 2019. The yellow his-vis vests are compulsorily carried in all motor cars in France. They are “cheap, readily available, easily identifiable and above all representing an obligation imposed by the state”. The yellow high-vis vest has “proved an inspired choice of symbol and has plainly played a big part in the movement’s rapid spread” (Henley). More so, the wearers of the yellow vests in France, with the movement spreading globally, are winning in “the war of cultural representation. Working-class and lower middle-class people are visible again” (Henley). Subcultural clothing has always played a role as heroic resistance (Evans), but the coloured dissent dressing associated with the red, blue and white ribboned cockades, the dark bloomers of early American feminists, the cotton coloured natural fabrics of Ghandi’s embodiment of resistance and independence, the blue denim sharecropper overalls worn by African American women in their struggles for civil rights, the black, red and orange of Aboriginal protestors in Australia and the White Wednesday performances of resistance undertaken by Tibetans against Chinese colonisation, the Washington Pink Pussy Hat marches for gender respect and equality and the donning of every yellow hi-vis vests by French protestors all posit the important role of fabric and colour in protest meaning making and solidarity building. It is in our rage we consciously wear the colours and fabrics of dissent dress. ReferencesBarnard, Malcolm. Fashion as Communication. New York: Routledge, 1996. Barthes, Roland. “History and Sociology of Clothing: Some Methodological Observations.” The Language of Fashion. Eds. Michael Carter and Alan Stafford. UK: Berg, 2006. 3-19. Buck-Coleman, Audra. “Anger, Profanity, and Hatred.” Contexts 17.1 (2018): 66-73.Buszek, Maria Elena, and Kirsty Robertson. “Introduction.” Utopian Studies 22.1 (2011): 197-202. Chappell, Marisa, Jenny Hutchinson, and Brian Ward. “‘Dress Modestly, Neatly ... As If You Were Going to Church’: Respectability, Class and Gender in the Montgomery Bus Boycott and the Early Civil Rights Movement.” Gender and the Civil Rights Movement. Eds. Peter J. Ling and Sharon Monteith. New Brunswick, N.J., 2004. 69-100.Crane, Diana. Fashion and Its Social Agendas. Chicago: University of Chicago Press, 2000. Davis, Fred. Fashion, Culture, and Identity. Chicago: University of Chicago Press, 1992.Entwistle, Joanne. The Fashioned Body: Fashion, Dress, and Modern Social Theory. Cambridge: Polity Press, 2000.Evans, Caroline. “Dreams That Only Money Can Buy ... Or the Shy Tribe in Flight from Discourse.” Fashion Theory 1.2 (1997): 169-88.Fairchilds, Cissie. “Fashion and Freedom in the French Revolution.” Continuity and Change 15.3 (2000): 419-33.Ford, Tanisha C. “SNCC Women, Denim, and the Politics of Dress.” The Journal of Southern History 79.3 (2013): 625-58.Gökarıksel, Banu, and Sara Smith. “Intersectional Feminism beyond U.S. Flag, Hijab and Pussy Hats in Trump’s America.” Gender, Place & Culture 24.5 (2017): 628-44.Goodnow, Trischa. “On Black Panthers, Blue Ribbons, & Peace Signs: The Function of Symbols in Social Campaigns.” Visual Communication Quarterly 13 (2006): 166-79.Hebdige, Dick. Subculture: The Meaning of Style. London: Routledge, 2002. Henley, Jon. “How Hi-Vis Yellow Vest Became Symbol of Protest beyond France: From Brussels to Basra, Gilets Jaunes Have Brought Visibility to People and Their Grievances.” The Guardian 21 Dec. 2018. <https://www.theguardian.com/world/2018/dec/21/how-hi-vis-yellow-vest-became-symbol-of-protest-beyond-france-gilets-jaunes>.Heuer, Jennifer. “Hats On for the Nation! Women, Servants, Soldiers and the ‘Sign of the French’.” French History 16.1 (2002): 28-52.Jain, Ektaa. “Khadi: A Cloth and Beyond.” Bombay Sarvodaya Mandal & Gandhi Research Foundation. ND. 19 Dec. 2018 <https://www.mkgandhi.org/articles/khadi-a-cloth-and-beyond.html>. Klein, Naomi. No Logo. London: Flamingo, London, 2000. Komar, Marlen. “What the Civil Rights Movement Has to Do with Denim: The History of Blue Jeans Has Been Whitewashed.” 30 Oct. 2017. 19 Dec. 2018 <https://www.racked.com/2017/10/30/16496866/denim-civil-rights-movement-blue-jeans-history>.Ladd Nelson, Jennifer. “Dress Reform and the Bloomer.” Journal of American and Comparative Cultures 23.1 (2002): 21-25.Maynard, Margaret. “Dress for Dissent: Reading the Almost Unreadable.” Journal of Australian Studies 30.89 (2006): 103-12. Pussy Hat Project. “Design Interventions for Social Change.” 20 Dec. 2018. <https://www.pussyhatproject.com/knit/>.Roberts, Helene E. “The Exquisite Slave: The Role of Clothes in the Making of the Victorian Woman.” Signs (1977): 554-69.Simmel, Georg. “Fashion.” American Journal of Sociology 62 (1957): 541–58.Sinha, Sangita. “The Story of Khadi, India's Signature Fabric.” Culture Trip 2018. 18 Jan. 2019 <https://theculturetrip.com/asia/india/articles/the-story-of-khadi-indias-fabric/>.Yangzom, Dicky. “Clothing and Social Movements: Tibet and the Politics of Dress.” Social Movement Studies 15.6 (2016): 622-33. Veblen, Thorstein. The Theory of the Leisure Class: An Economic Study of Institutions. New York: Dover Thrift, 1899. Watson, Lilla. “The Commonwealth Games in Brisbane 1982: Analysis of Aboriginal Protests.” Social Alternatives 7.1 (1988): 1-19.Wrenn, Corey. “Pussy Grabs Back: Bestialized Sexual Politics and Intersectional Failure in Protest Posters for the 2017 Women’s March.” Feminist Media Studies (2018): 1-19.

Abstract:

Introduction: Technology EnthusiasmEnthusiasts are people who have a passion, keenness, dedication or zeal for a particular activity or hobby. Today, there are enthusiasts for almost everything, from genealogy, costume dramas, and country houses, to metal detectors, coin collecting, and archaeology. But to be described as an enthusiast is not necessarily a compliment. Historically, the term “enthusiasm” was first used in England in the early seventeenth century to describe “religious or prophetic frenzy among the ancient Greeks” (Hanks, n.p.). This frenzy was ascribed to being possessed by spirits sent not only by God but also the devil. During this period, those who disobeyed the powers that be or claimed to have a message from God were considered to be enthusiasts (McLoughlin).Enthusiasm retained its religious connotations throughout the eighteenth century and was also used at this time to describe “the tendency within the population to be swept by crazes” (Mee 31). However, as part of the “rehabilitation of enthusiasm,” the emerging middle-classes adopted the word to characterise the intensity of Romantic poetry. The language of enthusiasm was then used to describe the “literary ideas of affect” and “a private feeling of religious warmth” (Mee 2 and 34). While the notion of enthusiasm was embraced here in a more optimistic sense, attempts to disassociate enthusiasm from crowd-inciting fanaticism were largely unsuccessful. As such enthusiasm has never quite managed to shake off its pejorative connotations.The 'enthusiasm' discussed in this paper is essentially a personal passion for technology. It forms part of a longer tradition of historical preservation in the United Kingdom and elsewhere in the world. From preserved railways to Victorian pumping stations, people have long been fascinated by the history of technology and engineering; manifesting their enthusiasm through their nostalgic longings and emotional attachment to its enduring material culture. Moreover, enthusiasts have been central to the collection, conservation, and preservation of this particular material record. Technology enthusiasm in this instance is about having a passion for the history and material record of technological development, specifically here industrial archaeology. Despite being a pastime much participated in, technology enthusiasm is relatively under-explored within the academic literature. For the most part, scholarship has tended to focus on the intended users, formal spaces, and official narratives of science and technology (Adas, Latour, Mellström, Oldenziel). In recent years attempts have been made to remedy this imbalance, with researchers from across the social sciences examining the position of hobbyists, tinkerers and amateurs in scientific and technical culture (Ellis and Waterton, Haring, Saarikoski, Takahashi). Work from historians of technology has focussed on the computer enthusiast; for example, Saarikoski’s work on the Finnish personal computer hobby:The definition of the computer enthusiast varies historically. Personal interest, pleasure and entertainment are the most significant factors defining computing as a hobby. Despite this, the hobby may also lead to acquiring useful knowledge, skills or experience of information technology. Most often the activity takes place outside working hours but can still have links to the development of professional expertise or the pursuit of studies. In many cases it takes place in the home environment. On the other hand, it is characteristically social, and the importance of friends, clubs and other communities is greatly emphasised.In common with a number of other studies relating to technical hobbies, for example Takahashi who argues tinkerers were behind the advent of the radio and television receiver, Saarikoski’s work focuses on the role these users played in shaping the technology in question. The enthusiasts encountered in this paper are important here not for their role in shaping the technology, but keeping technological heritage alive. As historian of technology Haring reminds us, “there exist alternative ways of using and relating to technology” (18). Furthermore, the sociological literature on audiences (Abercrombie and Longhurst, Ang), fans (Hills, Jenkins, Lewis, Sandvoss) and subcultures (Hall, Hebdige, Schouten and McAlexander) has also been extended in order to account for the enthusiast. In Abercrombie and Longhurst’s Audiences, the authors locate ‘the enthusiast’ and ‘the fan’ at opposing ends of a continuum of consumption defined by questions of specialisation of interest, social organisation of interest and material productivity. Fans are described as:skilled or competent in different modes of production and consumption; active in their interactions with texts and in their production of new texts; and communal in that they construct different communities based on their links to the programmes they like. (127 emphasis in original) Based on this definition, Abercrombie and Longhurst argue that fans and enthusiasts differ in three ways: (1) enthusiasts’ activities are not based around media images and stars in the way that fans’ activities are; (2) enthusiasts can be hypothesized to be relatively light media users, particularly perhaps broadcast media, though they may be heavy users of the specialist publications which are directed towards the enthusiasm itself; (3) the enthusiasm would appear to be rather more organised than the fan activity. (132) What is striking about this attempt to differentiate between the fan and the enthusiast is that it is based on supposition rather than the actual experience and observation of enthusiasm. It is here that the ethnographic account of enthusiasm presented in this paper and elsewhere, for example works by Dannefer on vintage car culture, Moorhouse on American hot-rodding and Fuller on modified-car culture in Australia, can shed light on the subject. My own ethnographic study of groups with a passion for telecommunications heritage, early British computers and industrial archaeology takes the discussion of “technology enthusiasm” further still. Through in-depth interviews, observation and textual analysis, I have examined in detail the formation of enthusiast societies and their membership, the importance of the material record to enthusiasts (particularly at home) and the enthusiastic practices of collecting and hoarding, as well as the figure of the technology enthusiast in the public space of the museum, namely the Science Museum in London (Geoghegan). In this paper, I explore the culture of enthusiasm for the industrial past through the example of the Greater London Industrial Archaeology Society (GLIAS). Focusing on industrial sites around London, GLIAS meet five or six times a year for field visits, walks and a treasure hunt. The committee maintain a website and produce a quarterly newsletter. The title of my paper, “If you can walk down the street and recognise the difference between cast iron and wrought iron, the world is altogether a better place,” comes from an interview I conducted with the co-founder and present chairman of GLIAS. He was telling me about his fascination with the materials of industrialisation. In fact, he said even concrete is sexy. Some call it a hobby; others call it a disease. But enthusiasm for industrial archaeology is, as several respondents have themselves identified, “as insidious in its side effects as any debilitating germ. It dictates your lifestyle, organises your activity and decides who your friends are” (Frow and Frow 177, Gillespie et al.). Through the figure of the industrial archaeology enthusiast, I discuss in this paper what it means to be enthusiastic. I begin by reflecting on the development of this specialist subject area. I go on to detail the formation of the Society in the late 1960s, before exploring the Society’s fieldwork methods and some of the other activities they now engage in. I raise questions of enthusiast and professional knowledge and practice, as well as consider the future of this particular enthusiasm.Defining Industrial ArchaeologyThe practice of 'industrial archaeology' is much contested. For a long time, enthusiasts and professional archaeologists have debated the meaning and use of the term (Palmer). On the one hand, there are those interested in the history, preservation, and recording of industrial sites. For example the grandfather figures of the subject, namely Kenneth Hudson and Angus Buchanan, who both published widely in the 1960s and 1970s in order to encourage publics to get involved in recording. Many members of GLIAS refer to the books of Hudson Industrial Archaeology: an Introduction and Buchanan Industrial Archaeology in Britain with their fine descriptions and photographs as integral to their early interest in the subject. On the other hand, there are those within the academic discipline of archaeology who consider the study of remains produced by the Industrial Revolution as too modern. Moreover, they find the activities of those calling themselves industrial archaeologists as lacking sufficient attention to the understanding of past human activity to justify the name. As a result, the definition of 'industrial archaeology' is problematic for both enthusiasts and professionals. Even the early advocates of professional industrial archaeology felt uneasy about the subject’s methods and practices. In 1973, Philip Riden (described by one GLIAS member as the angry young man of industrial archaeology), the then president of the Oxford University Archaeology Society, wrote a damning article in Antiquity, calling for the subject to “shed the amateur train drivers and others who are not part of archaeology” (215-216). He decried the “appallingly low standard of some of the work done under the name of ‘industrial archaeology’” (211). He felt that if enthusiasts did not attempt to maintain high technical standards, publish their work in journals or back up their fieldwork with documentary investigation or join their county archaeological societies then there was no value in the efforts of these amateurs. During this period, enthusiasts, academics, and professionals were divided. What was wrong with doing something for the pleasure it provides the participant?Although relations today between the so-called amateur (enthusiast) and professional archaeologies are less potent, some prejudice remains. Describing them as “barrow boys”, some enthusiasts suggest that what was once their much-loved pastime has been “hijacked” by professional archaeologists who, according to one respondent,are desperate to find subjects to get degrees in. So the whole thing has been hijacked by academia as it were. Traditional professional archaeologists in London at least are running head on into things that we have been doing for decades and they still don’t appreciate that this is what we do. A lot of assessments are handed out to professional archaeology teams who don’t necessarily have any knowledge of industrial archaeology. (James, GLIAS committee member)James went on to reveal that GLIAS receives numerous enquiries from professional archaeologists, developers and town planners asking what they know about particular sites across the city. Although the Society has compiled a detailed database covering some areas of London, it is by no means comprehensive. In addition, many active members often record and monitor sites in London for their own personal enjoyment. This leaves many questioning the need to publish their results for the gain of third parties. Canadian sociologist Stebbins discusses this situation in his research on “serious leisure”. He has worked extensively with amateur archaeologists in order to understand their approach to their leisure activity. He argues that amateurs are “neither dabblers who approach the activity with little commitment or seriousness, nor professionals who make a living from that activity” (55). Rather they pursue their chosen leisure activity to professional standards. A point echoed by Fine in his study of the cultures of mushrooming. But this is to get ahead of myself. How did GLIAS begin?GLIAS: The GroupThe 1960s have been described by respondents as a frantic period of “running around like headless chickens.” Enthusiasts of London’s industrial archaeology were witnessing incredible changes to the city’s industrial landscape. Individuals and groups like the Thames Basin Archaeology Observers Group were recording what they could. Dashing around London taking photos to capture London’s industrial legacy before it was lost forever. However the final straw for many, in London at least, was the proposed and subsequent demolition of the “Euston Arch”. The Doric portico at Euston Station was completed in 1838 and stood as a symbol to the glory of railway travel. Despite strong protests from amenity societies, this Victorian symbol of progress was finally pulled down by British Railways in 1962 in order to make way for what enthusiasts have called a “monstrous concrete box”.In response to these changes, GLIAS was founded in 1968 by two engineers and a locomotive driver over afternoon tea in a suburban living room in Woodford, North-East London. They held their first meeting one Sunday afternoon in December at the Science Museum in London and attracted over 130 people. Firing the imagination of potential members with an exhibition of photographs of the industrial landscape taken by Eric de Maré, GLIAS’s first meeting was a success. Bringing together like-minded people who are motivated and enthusiastic about the subject, GLIAS currently has over 600 members in the London area and beyond. This makes it the largest industrial archaeology society in the UK and perhaps Europe. Drawing some of its membership from a series of evening classes hosted by various members of the Society’s committee, GLIAS initially had a quasi-academic approach. Although some preferred the hands-on practical element and were more, as has been described by one respondent, “your free-range enthusiast”. The society has an active committee, produces a newsletter and journal, as well as runs regular events for members. However the Society is not simply about the study of London’s industrial heritage, over time the interest in industrial archaeology has developed for some members into long-term friendships. Sociability is central to organised leisure activities. It underpins and supports the performance of enthusiasm in groups and societies. For Fine, sociability does not always equal friendship, but it is the state from which people might become friends. Some GLIAS members have taken this one step further: there have even been a couple of marriages. Although not the subject of my paper, technical culture is heavily gendered. Industrial archaeology is a rare exception attracting a mixture of male and female participants, usually retired husband and wife teams.Doing Industrial Archaeology: GLIAS’s Method and PracticeIn what has been described as GLIAS’s heyday, namely the 1970s to early 1980s, fieldwork was fundamental to the Society’s activities. The Society’s approach to fieldwork during this period was much the same as the one described by champion of industrial archaeology Arthur Raistrick in 1973:photographing, measuring, describing, and so far as possible documenting buildings, engines, machinery, lines of communication, still or recently in use, providing a satisfactory record for the future before the object may become obsolete or be demolished. (13)In the early years of GLIAS and thanks to the committed efforts of two active Society members, recording parties were organised for extended lunch hours and weekends. The majority of this early fieldwork took place at the St Katherine Docks. The Docks were constructed in the 1820s by Thomas Telford. They became home to the world’s greatest concentration of portable wealth. Here GLIAS members learnt and employed practical (also professional) skills, such as measuring, triangulations and use of a “dumpy level”. For many members this was an incredibly exciting time. It was a chance to gain hands-on experience of industrial archaeology. Having been left derelict for many years, the Docks have since been redeveloped as part of the Docklands regeneration project.At this time the Society was also compiling data for what has become known to members as “The GLIAS Book”. The book was to have separate chapters on the various industrial histories of London with contributions from Society members about specific sites. Sadly the book’s editor died and the project lost impetus. Several years ago, the committee managed to digitise the data collected for the book and began to compile a database. However, the GLIAS database has been beset by problems. Firstly, there are often questions of consistency and coherence. There is a standard datasheet for recording industrial buildings – the Index Record for Industrial Sites. However, the quality of each record is different because of the experience level of the different authors. Some authors are automatically identified as good or expert record keepers. Secondly, getting access to the database in order to upload the information has proved difficult. As one of the respondents put it: “like all computer babies [the creator of the database], is finding it hard to give birth” (Sally, GLIAS member). As we have learnt enthusiasm is integral to movements such as industrial archaeology – public historian Raphael Samuel described them as the “invisible hands” of historical enquiry. Yet, it is this very enthusiasm that has the potential to jeopardise projects such as the GLIAS book. Although active in their recording practices, the GLIAS book saga reflects one of the challenges encountered by enthusiast groups and societies. In common with other researchers studying amenity societies, such as Ellis and Waterton’s work with amateur naturalists, unlike the world of work where people are paid to complete a task and are therefore meant to have a singular sense of purpose, the activities of an enthusiast group like GLIAS rely on the goodwill of their members to volunteer their time, energy and expertise. When this is lost for whatever reason, there is no requirement for any other member to take up that position. As such, levels of commitment vary between enthusiasts and can lead to the aforementioned difficulties, such as disputes between group members, the occasional miscommunication of ideas and an over-enthusiasm for some parts of the task in hand. On top of this, GLIAS and societies like it are confronted with changing health and safety policies and tightened security surrounding industrial sites. This has made the practical side of industrial archaeology increasingly difficult. As GLIAS member Bob explains:For me to go on site now I have to wear site boots and borrow a hard hat and a high visibility jacket. Now we used to do incredibly dangerous things in the seventies and nobody batted an eyelid. You know we were exploring derelict buildings, which you are virtually not allowed in now because the floor might give way. Again the world has changed a lot there. GLIAS: TodayGLIAS members continue to record sites across London. Some members are currently surveying the site chosen as the location of the Olympic Games in London in 2012 – the Lower Lea Valley. They describe their activities at this site as “rescue archaeology”. GLIAS members are working against the clock and some important structures have already been demolished. They only have time to complete a quick flash survey. Armed with the information they collated in previous years, GLIAS is currently in discussions with the developer to orchestrate a detailed recording of the site. It is important to note here that GLIAS members are less interested in campaigning for the preservation of a site or building, they appreciate that sites must change. Instead they want to ensure that large swathes of industrial London are not lost without a trace. Some members regard this as their public duty.Restricted by health and safety mandates and access disputes, GLIAS has had to adapt. The majority of practical recording sessions have given way to guided walks in the summer and public lectures in the winter. Some respondents have identified a difference between those members who call themselves “industrial archaeologists” and those who are just “ordinary members” of GLIAS. The walks are for those with a general interest, not serious members, and the talks are public lectures. Some audience researchers have used Bourdieu’s metaphor of “capital” to describe the experience, knowledge and skill required to be a fan, clubber or enthusiast. For Hills, fan status is built up through the demonstration of cultural capital: “where fans share a common interest while also competing over fan knowledge, access to the object of fandom, and status” (46). A clear membership hierarchy can be seen within GLIAS based on levels of experience, knowledge and practical skill.With a membership of over 600 and rising annually, the Society’s future is secure at present. However some of the more serious members, although retaining their membership, are pursuing their enthusiasm elsewhere: through break-away recording groups in London; active membership of other groups and societies, for example the national Association for Industrial Archaeology; as well as heading off to North Wales in the summer for practical, hands-on industrial archaeology in Snowdonia’s slate quarries – described in the Ffestiniog Railway Journal as the “annual convention of slate nutters.” ConclusionsGLIAS has changed since its foundation in the late 1960s. Its operation has been complicated by questions of health and safety, site access, an ageing membership, and the constant changes to London’s industrial archaeology. Previously rejected by professional industrial archaeology as “limited in skill and resources” (Riden), enthusiasts are now approached by professional archaeologists, developers, planners and even museums that are interested in engaging in knowledge exchange programmes. As a recent report from the British think-tank Demos has argued, enthusiasts or pro-ams – “amateurs who work to professional standards” (Leadbeater and Miller 12) – are integral to future innovation and creativity; for example computer pro-ams developed an operating system to rival Microsoft Windows. As such the specialist knowledge, skill and practice of these communities is of increasing interest to policymakers, practitioners, and business. So, the subject once described as “the ugly offspring of two parents that shouldn’t have been allowed to breed” (Hudson), the so-called “amateur” industrial archaeology offers enthusiasts and professionals alike alternative ways of knowing, seeing and being in the recent and contemporary past.Through the case study of GLIAS, I have described what it means to be enthusiastic about industrial archaeology. I have introduced a culture of collective and individual participation and friendship based on a mutual interest in and emotional attachment to industrial sites. As we have learnt in this paper, enthusiasm is about fun, pleasure and joy. The enthusiastic culture presented here advances themes such as passion in relation to less obvious communities of knowing, skilled practices, material artefacts and spaces of knowledge. Moreover, this paper has been about the affective narratives that are sometimes missing from academic accounts; overlooked for fear of sniggers at the back of a conference hall. Laughter and humour are a large part of what enthusiasm is. Enthusiastic cultures then are about the pleasure and joy experienced in doing things. Enthusiasm is clearly a potent force for active participation. I will leave the last word to GLIAS member John:One meaning of enthusiasm is as a form of possession, madness. Obsession perhaps rather than possession, which I think is entirely true. It is a pejorative term probably. The railway enthusiast. But an awful lot of energy goes into what they do and achieve. Enthusiasm to my mind is an essential ingredient. If you are not a person who can muster enthusiasm, it is very difficult, I think, to get anything out of it. On the basis of the more you put in the more you get out. 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Abstract:

‘Every space has become ad space’. Steve Hayden, Wired Magazine, May 2003. Marshall McLuhan’s (1964) dictum that media technologies constitute a sensory extension of the body shares a conceptual affinity with Ernst Jünger’s notion of ‘“organic construction” [which] indicates [a] synergy between man and machine’ and Walter Benjamin’s exploration of the mimetic correspondence between the organic and the inorganic, between human and non-human forms (Bolz, 2002: 19). The logo or brand is co-extensive with various media of communication – billboards, TV advertisements, fashion labels, book spines, mobile phones, etc. Often the logo is interchangeable with the product itself or a way or life. Since all social relations are mediated, whether by communications technologies or architectonic forms ranging from corporate buildings to sporting grounds to family living rooms, it follows that there can be no outside for sociality. The social is and always has been in a mutually determining relationship with mediating forms. It is in this sense that there is no outside. Such an idea has become a refrain amongst various contemporary media theorists. Here’s a sample: There is no outside position anymore, nor is this perceived as something desirable. (Lovink, 2002a: 4) Both “us” and “them” (whoever we are, whoever they are) are all always situated in this same virtual geography. There’s no outside …. There is nothing outside the vector. (Wark, 2002: 316) There is no more outside. The critique of information is in the information itself. (Lash, 2002: 220) In declaring a universality for media culture and information flows, all of the above statements acknowledge the political and conceptual failure of assuming a critical position outside socio-technically constituted relations. Similarly, they recognise the problems inherent in the “ideology critique” of the Frankfurt School who, in their distinction between “truth” and “false-consciousness”, claimed a sort of absolute knowledge for the critic that transcended the field of ideology as it is produced by the culture industry. Althusser’s more complex conception of ideology, material practices and subject formation nevertheless also fell prey to the pretence of historical materialism as an autonomous “science” that is able to determine the totality, albeit fragmented, of lived social relations. One of the key failings of ideology critique, then, is its incapacity to account for the ways in which the critic, theorist or intellectual is implicated in the operations of ideology. That is, such approaches displace the reflexivity and power relationships between epistemology, ontology and their constitution as material practices within socio-political institutions and historical constellations, which in turn are the settings for the formation of ideology. Scott Lash abandons the term ideology altogether due to its conceptual legacies within German dialectics and French post-structuralist aporetics, both of which ‘are based in a fundamental dualism, a fundamental binary, of the two types of reason. One speaks of grounding and reconciliation, the other of unbridgeability …. Both presume a sphere of transcendence’ (Lash, 2002: 8). Such assertions can be made at a general level concerning these diverse and often conflicting approaches when they are reduced to categories for the purpose of a polemic. However, the work of “post-structuralists” such as Foucault, Deleuze and Guattari and the work of German systems theorist Niklas Luhmann is clearly amenable to the task of critique within information societies (see Rossiter, 2003). Indeed, Lash draws on such theorists in assembling his critical dispositif for the information age. More concretely, Lash (2002: 9) advances his case for a new mode of critique by noting the socio-technical and historical shift from ‘constitutive dualisms of the era of the national manufacturing society’ to global information cultures, whose constitutive form is immanent to informational networks and flows. Such a shift, according to Lash, needs to be met with a corresponding mode of critique: Ideologycritique [ideologiekritik] had to be somehow outside of ideology. With the disappearance of a constitutive outside, informationcritique must be inside of information. There is no outside any more. (2002: 10) Lash goes on to note, quite rightly, that ‘Informationcritique itself is branded, another object of intellectual property, machinically mediated’ (2002: 10). It is the political and conceptual tensions between information critique and its regulation via intellectual property regimes which condition critique as yet another brand or logo that I wish to explore in the rest of this essay. Further, I will question the supposed erasure of a “constitutive outside” to the field of socio-technical relations within network societies and informational economies. Lash is far too totalising in supposing a break between industrial modes of production and informational flows. Moreover, the assertion that there is no more outside to information too readily and simplistically assumes informational relations as universal and horizontally organised, and hence overlooks the significant structural, cultural and economic obstacles to participation within media vectors. That is, there certainly is an outside to information! Indeed, there are a plurality of outsides. These outsides are intertwined with the flows of capital and the imperial biopower of Empire, as Hardt and Negri (2000) have argued. As difficult as it may be to ascertain the boundaries of life in all its complexity, borders, however defined, nonetheless exist. Just ask the so-called “illegal immigrant”! This essay identifies three key modalities comprising a constitutive outside: material (uneven geographies of labour-power and the digital divide), symbolic (cultural capital), and strategic (figures of critique). My point of reference in developing this inquiry will pivot around an analysis of the importation in Australia of the British “Creative Industries” project and the problematic foundation such a project presents to the branding and commercialisation of intellectual labour. The creative industries movement – or Queensland Ideology, as I’ve discussed elsewhere with Danny Butt (2002) – holds further implications for the political and economic position of the university vis-à-vis the arts and humanities. Creative industries constructs itself as inside the culture of informationalism and its concomitant economies by the very fact that it is an exercise in branding. Such branding is evidenced in the discourses, rhetoric and policies of creative industries as adopted by university faculties, government departments and the cultural industries and service sectors seeking to reposition themselves in an institutional environment that is adjusting to ongoing structural reforms attributed to the demands by the “New Economy” for increased labour flexibility and specialisation, institutional and economic deregulation, product customisation and capital accumulation. Within the creative industries the content produced by labour-power is branded as copyrights and trademarks within the system of Intellectual Property Regimes (IPRs). However, as I will go on to show, a constitutive outside figures in material, symbolic and strategic ways that condition the possibility of creative industries. The creative industries project, as envisioned by the Blair government’s Department of Culture, Media and Sport (DCMS) responsible for the Creative Industry Task Force Mapping Documents of 1998 and 2001, is interested in enhancing the “creative” potential of cultural labour in order to extract a commercial value from cultural objects and services. Just as there is no outside for informationcritique, for proponents of the creative industries there is no culture that is worth its name if it is outside a market economy. That is, the commercialisation of “creativity” – or indeed commerce as a creative undertaking – acts as a legitimising function and hence plays a delimiting role for “culture” and, by association, sociality. And let us not forget, the institutional life of career academics is also at stake in this legitimating process. The DCMS cast its net wide when defining creative sectors and deploys a lexicon that is as vague and unquantifiable as the next mission statement by government and corporate bodies enmeshed within a neo-liberal paradigm. At least one of the key proponents of the creative industries in Australia is ready to acknowledge this (see Cunningham, 2003). The list of sectors identified as holding creative capacities in the CITF Mapping Document include: film, music, television and radio, publishing, software, interactive leisure software, design, designer fashion, architecture, performing arts, crafts, arts and antique markets, architecture and advertising. The Mapping Document seeks to demonstrate how these sectors consist of ‘... activities which have their origin in individual creativity, skill and talent and which have the potential for wealth and job creation through generation and exploitation of intellectual property’ (CITF: 1998/2001). The CITF’s identification of intellectual property as central to the creation of jobs and wealth firmly places the creative industries within informational and knowledge economies. Unlike material property, intellectual property such as artistic creations (films, music, books) and innovative technical processes (software, biotechnologies) are forms of knowledge that do not diminish when they are distributed. This is especially the case when information has been encoded in a digital form and distributed through technologies such as the internet. In such instances, information is often attributed an “immaterial” and nonrivalrous quality, although this can be highly misleading for both the conceptualisation of information and the politics of knowledge production. Intellectual property, as distinct from material property, operates as a scaling device in which the unit cost of labour is offset by the potential for substantial profit margins realised by distribution techniques availed by new information and communication technologies (ICTs) and their capacity to infinitely reproduce the digital commodity object as a property relation. Within the logic of intellectual property regimes, the use of content is based on the capacity of individuals and institutions to pay. The syndication of media content ensures that market saturation is optimal and competition is kept to a minimum. However, such a legal architecture and hegemonic media industry has run into conflict with other net cultures such as open source movements and peer-to-peer networks (Lovink, 2002b; Meikle, 2002), which is to say nothing of the digital piracy of software and digitally encoded cinematic forms. To this end, IPRs are an unstable architecture for extracting profit. The operation of Intellectual Property Regimes constitutes an outside within creative industries by alienating labour from its mode of information or form of expression. Lash is apposite on this point: ‘Intellectual property carries with it the right to exclude’ (Lash, 2002: 24). This principle of exclusion applies not only to those outside the informational economy and culture of networks as result of geographic, economic, infrastructural, and cultural constraints. The very practitioners within the creative industries are excluded from control over their creations. It is in this sense that a legal and material outside is established within an informational society. At the same time, this internal outside – to put it rather clumsily – operates in a constitutive manner in as much as the creative industries, by definition, depend upon the capacity to exploit the IP produced by its primary source of labour. For all the emphasis the Mapping Document places on exploiting intellectual property, it’s really quite remarkable how absent any elaboration or considered development of IP is from creative industries rhetoric. It’s even more astonishing that media and cultural studies academics have given at best passing attention to the issues of IPRs. Terry Flew (2002: 154-159) is one of the rare exceptions, though even here there is no attempt to identify the implications IPRs hold for those working in the creative industries sectors. Perhaps such oversights by academics associated with the creative industries can be accounted for by the fact that their own jobs rest within the modern, industrial institution of the university which continues to offer the security of a salary award system and continuing if not tenured employment despite the onslaught of neo-liberal reforms since the 1980s. Such an industrial system of traditional and organised labour, however, does not define the labour conditions for those working in the so-called creative industries. Within those sectors engaged more intensively in commercialising culture, labour practices closely resemble work characterised by the dotcom boom, which saw young people working excessively long hours without any of the sort of employment security and protection vis-à-vis salary, health benefits and pension schemes peculiar to traditional and organised labour (see McRobbie, 2002; Ross, 2003). During the dotcom mania of the mid to late 90s, stock options were frequently offered to people as an incentive for offsetting the often minimum or even deferred payment of wages (see Frank, 2000). It is understandable that the creative industries project holds an appeal for managerial intellectuals operating in arts and humanities disciplines in Australia, most particularly at Queensland University of Technology (QUT), which claims to have established the ‘world’s first’ Creative Industries faculty (http://www.creativeindustries.qut.com/). The creative industries provide a validating discourse for those suffering anxiety disorders over what Ruth Barcan (2003) has called the ‘usefulness’ of ‘idle’ intellectual pastimes. As a project that endeavours to articulate graduate skills with labour markets, the creative industries is a natural extension of the neo-liberal agenda within education as advocated by successive governments in Australia since the Dawkins reforms in the mid 1980s (see Marginson and Considine, 2000). Certainly there’s a constructive dimension to this: graduates, after all, need jobs and universities should display an awareness of market conditions; they also have a responsibility to do so. And on this count, I find it remarkable that so many university departments in my own field of communications and media studies are so bold and, let’s face it, stupid, as to make unwavering assertions about market demands and student needs on the basis of doing little more than sniffing the wind! Time for a bit of a reality check, I’d say. And this means becoming a little more serious about allocating funds and resources towards market research and analysis based on the combination of needs between students, staff, disciplinary values, university expectations, and the political economy of markets. However, the extent to which there should be a wholesale shift of the arts and humanities into a creative industries model is open to debate. The arts and humanities, after all, are a set of disciplinary practices and values that operate as a constitutive outside for creative industries. Indeed, in their creative industries manifesto, Stuart Cunningham and John Hartley (2002) loath the arts and humanities in such confused, paradoxical and hypocritical ways in order to establish the arts and humanities as a cultural and ideological outside. To this end, to subsume the arts and humanities into the creative industries, if not eradicate them altogether, is to spell the end of creative industries as it’s currently conceived at the institutional level within academe. Too much specialisation in one post-industrial sector, broad as it may be, ensures a situation of labour reserves that exceed market needs. One only needs to consider all those now unemployed web-designers that graduated from multi-media programs in the mid to late 90s. Further, it does not augur well for the inevitable shift from or collapse of a creative industries economy. Where is the standing reserve of labour shaped by university education and training in a post-creative industries economy? Diehard neo-liberals and true-believers in the capacity for perpetual institutional flexibility would say that this isn’t a problem. The university will just “organically” adapt to prevailing market conditions and shape their curriculum and staff composition accordingly. Perhaps. Arguably if the university is to maintain a modality of time that is distinct from the just-in-time mode of production characteristic of informational economies – and indeed, such a difference is a quality that defines the market value of the educational commodity – then limits have to be established between institutions of education and the corporate organisation or creative industry entity. The creative industries project is a reactionary model insofar as it reinforces the status quo of labour relations within a neo-liberal paradigm in which bids for industry contracts are based on a combination of rich technological infrastructures that have often been subsidised by the state (i.e. paid for by the public), high labour skills, a low currency exchange rate and the lowest possible labour costs. In this respect it is no wonder that literature on the creative industries omits discussion of the importance of unions within informational, networked economies. What is the place of unions in a labour force constituted as individualised units? The conditions of possibility for creative industries within Australia are at once its frailties. In many respects, the success of the creative industries sector depends upon the ongoing combination of cheap labour enabled by a low currency exchange rate and the capacity of students to access the skills and training offered by universities. Certainly in relation to matters such as these there is no outside for the creative industries. There’s a great need to explore alternative economic models to the content production one if wealth is to be successfully extracted and distributed from activities in the new media sectors. The suggestion that the creative industries project initiates a strategic response to the conditions of cultural production within network societies and informational economies is highly debateable. The now well documented history of digital piracy in the film and software industries and the difficulties associated with regulating violations to proprietors of IP in the form of copyright and trademarks is enough of a reason to look for alternative models of wealth extraction. And you can be sure this will occur irrespective of the endeavours of the creative industries. To conclude, I am suggesting that those working in the creative industries, be they content producers or educators, need to intervene in IPRs in such a way that: 1) ensures the alienation of their labour is minimised; 2) collectivising “creative” labour in the form of unions or what Wark (2001) has termed the “hacker class”, as distinct from the “vectoralist class”, may be one way of achieving this; and 3) the advocates of creative industries within the higher education sector in particular are made aware of the implications IPRs have for graduates entering the workforce and adjust their rhetoric, curriculum, and policy engagements accordingly. Works Cited Barcan, Ruth. ‘The Idleness of Academics: Reflections on the Usefulness of Cultural Studies’. Continuum: Journal of Media & Cultural Studies (forthcoming, 2003). Bolz, Norbert. ‘Rethinking Media Aesthetics’, in Geert Lovink, Uncanny Networks: Dialogues with the Virtual Intelligentsia. Cambridge, Mass.: MIT Press, 2002, 18-27. Butt, Danny and Rossiter, Ned. ‘Blowing Bubbles: Post-Crash Creative Industries and the Withering of Political Critique in Cultural Studies’. Paper presented at Ute Culture: The Utility of Culture and the Uses of Cultural Studies, Cultural Studies Association of Australia Conference, Melbourne, 5-7 December, 2002. Posted to fibreculture mailing list, 10 December, 2002, http://www.fibreculture.org/archives/index.html Creative Industry Task Force: Mapping Document, DCMS (Department of Culture, Media and Sport), London, 1998/2001. http://www.culture.gov.uk/creative/mapping.html Cunningham, Stuart. ‘The Evolving Creative Industries: From Original Assumptions to Contemporary Interpretations’. Seminar Paper, QUT, Brisbane, 9 May, 2003, http://www.creativeindustries.qut.com/research/cirac/documen... ...ts/THE_EVOLVING_CREATIVE_INDUSTRIES.pdf Cunningham, Stuart; Hearn, Gregory; Cox, Stephen; Ninan, Abraham and Keane, Michael. Brisbane’s Creative Industries 2003. Report delivered to Brisbane City Council, Community and Economic Development, Brisbane: CIRAC, 2003. http://www.creativeindustries.qut.com/research/cirac/documen... ...ts/bccreportonly.pdf Flew, Terry. New Media: An Introduction. Oxford: Oxford University Press, 2002. Frank, Thomas. One Market under God: Extreme Capitalism, Market Populism, and the End of Economic Democracy. New York: Anchor Books, 2000. Hartley, John and Cunningham, Stuart. ‘Creative Industries: from Blue Poles to fat pipes’, in Malcolm Gillies (ed.) The National Humanities and Social Sciences Summit: Position Papers. Canberra: DEST, 2002. Hayden, Steve. ‘Tastes Great, Less Filling: Ad Space – Will Advertisers Learn the Hard Lesson of Over-Development?’. Wired Magazine 11.06 (June, 2003), http://www.wired.com/wired/archive/11.06/ad_spc.html Hardt, Michael and Negri, Antonio. Empire. Cambridge, Mass.: Harvard University Press, 2000. Lash, Scott. Critique of Information. London: Sage, 2002. Lovink, Geert. Uncanny Networks: Dialogues with the Virtual Intelligentsia. Cambridge, Mass.: MIT Press, 2002a. Lovink, Geert. Dark Fiber: Tracking Critical Internet Culture. Cambridge, Mass.: MIT Press, 2002b. McLuhan, Marshall. Understanding Media: The Extensions of Man. London: Routledge and Kegan Paul, 1964. McRobbie, Angela. ‘Clubs to Companies: Notes on the Decline of Political Culture in Speeded up Creative Worlds’, Cultural Studies 16.4 (2002): 516-31. Marginson, Simon and Considine, Mark. The Enterprise University: Power, Governance and Reinvention in Australia. Cambridge: Cambridge University Press, 2000. Meikle, Graham. Future Active: Media Activism and the Internet. Sydney: Pluto Press, 2002. Ross, Andrew. No-Collar: The Humane Workplace and Its Hidden Costs. New York: Basic Books, 2003. Rossiter, Ned. ‘Processual Media Theory’, in Adrian Miles (ed.) Streaming Worlds: 5th International Digital Arts & Culture (DAC) Conference. 19-23 May. Melbourne: RMIT University, 2003, 173-184. http://hypertext.rmit.edu.au/dac/papers/Rossiter.pdf Sassen, Saskia. Losing Control? Sovereignty in an Age of Globalization. New York: Columbia University Press, 1996. Wark, McKenzie. ‘Abstraction’ and ‘Hack’, in Hugh Brown, Geert Lovink, Helen Merrick, Ned Rossiter, David Teh, Michele Willson (eds). Politics of a Digital Present: An Inventory of Australian Net Culture, Criticism and Theory. Melbourne: Fibreculture Publications, 2001, 3-7, 99-102. Wark, McKenzie. ‘The Power of Multiplicity and the Multiplicity of Power’, in Geert Lovink, Uncanny Networks: Dialogues with the Virtual Intelligentsia. Cambridge, Mass.: MIT Press, 2002, 314-325. Links http://hypertext.rmit.edu.au/dac/papers/Rossiter.pdf http://www.creativeindustries.qut.com/ http://www.creativeindustries.qut.com/research/cirac/documents/THE_EVOLVING_CREATIVE_INDUSTRIES.pdf http://www.creativeindustries.qut.com/research/cirac/documents/bccreportonly.pdf http://www.culture.gov.uk/creative/mapping.html http://www.fibreculture.org/archives/index.html http://www.wired.com/wired/archive/11.06/ad_spc.html Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Rossiter, Ned. "Creative Industries and the Limits of Critique from " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/11-creativeindustries.php>. APA Style Rossiter, N. (2003, Jun 19). Creative Industries and the Limits of Critique from . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/11-creativeindustries.php>

Abstract:

1991 An afternoon in late 1991 found me on a Sydney bus reading Brett Easton Ellis’ American Psycho (1991). A disembarking passenger paused at my side and, as I glanced up, hissed, ‘I don’t know how you can read that filth’. As she continued to make her way to the front of the vehicle, I was as stunned as if she had struck me physically. There was real vehemence in both her words and how they were delivered, and I can still see her eyes squeezing into slits as she hesitated while curling her mouth around that final angry word: ‘filth’. Now, almost fifteen years later, the memory is remarkably vivid. As the event is also still remarkable; this comment remaining the only remark ever made to me by a stranger about anything I have been reading during three decades of travelling on public transport. That inflamed commuter summed up much of the furore that greeted the publication of American Psycho. More than this, and unusually, condemnation of the work both actually preceded, and affected, its publication. Although Ellis had been paid a substantial U.S. $300,000 advance by Simon & Schuster, pre-publication stories based on circulating galley proofs were so negative—offering assessments of the book as: ‘moronic … pointless … themeless … worthless (Rosenblatt 3), ‘superficial’, ‘a tapeworm narrative’ (Sheppard 100) and ‘vile … pornography, not literature … immoral, but also artless’ (Miner 43)—that the publisher cancelled the contract (forfeiting the advance) only months before the scheduled release date. CEO of Simon & Schuster, Richard E. Snyder, explained: ‘it was an error of judgement to put our name on a book of such questionable taste’ (quoted in McDowell, “Vintage” 13). American Psycho was, instead, published by Random House/Knopf in March 1991 under its prestige paperback imprint, Vintage Contemporary (Zaller; Freccero 48) – Sonny Mehta having signed the book to Random House some two days after Simon & Schuster withdrew from its agreement with Ellis. While many commented on the fact that Ellis was paid two substantial advances, it was rarely noted that Random House was a more prestigious publisher than Simon & Schuster (Iannone 52). After its release, American Psycho was almost universally vilified and denigrated by the American critical establishment. The work was criticised on both moral and aesthetic/literary/artistic grounds; that is, in terms of both what Ellis wrote and how he wrote it. Critics found it ‘meaningless’ (Lehmann-Haupt C18), ‘abysmally written … schlock’ (Kennedy 427), ‘repulsive, a bloodbath serving no purpose save that of morbidity, titillation and sensation … pure trash, as scummy and mean as anything it depicts, a dirty book by a dirty writer’ (Yardley B1) and ‘garbage’ (Gurley Brown 21). Mark Archer found that ‘the attempt to confuse style with content is callow’ (31), while Naomi Wolf wrote that: ‘overall, reading American Psycho holds the same fascination as watching a maladjusted 11-year-old draw on his desk’ (34). John Leo’s assessment sums up the passionate intensity of those critical of the work: ‘totally hateful … violent junk … no discernible plot, no believable characterization, no sensibility at work that comes anywhere close to making art out of all the blood and torture … Ellis displays little feel for narration, words, grammar or the rhythm of language’ (23). These reviews, as those printed pre-publication, were titled in similarly unequivocal language: ‘A Revolting Development’ (Sheppard 100), ‘Marketing Cynicism and Vulgarity’ (Leo 23), ‘Designer Porn’ (Manguel 46) and ‘Essence of Trash’ (Yardley B1). Perhaps the most unambiguous in its message was Roger Rosenblatt’s ‘Snuff this Book!’ (3). Of all works published in the U.S.A. at that time, including those clearly carrying X ratings, the Los Angeles chapter of the National Organization for Women (NOW) selected American Psycho for special notice, stating that the book ‘legitimizes inhuman and savage violence masquerading as sexuality’ (NOW 114). Judging the book ‘the most misogynistic communication’ the organisation had ever encountered (NOW L.A. chapter president, Tammy Bruce, quoted in Kennedy 427) and, on the grounds that ‘violence against women in any form is no longer socially acceptable’ (McDowell, “NOW” C17), NOW called for a boycott of the entire Random House catalogue for the remainder of 1991. Naomi Wolf agreed, calling the novel ‘a violation not of obscenity standards, but of women’s civil rights, insofar as it results in conditioning male sexual response to female suffering or degradation’ (34). Later, the boycott was narrowed to Knopf and Vintage titles (Love 46), but also extended to all of the many products, companies, corporations, firms and brand names that are a feature of Ellis’s novel (Kauffman, “American” 41). There were other unexpected responses such as the Walt Disney Corporation barring Ellis from the opening of Euro Disney (Tyrnauer 101), although Ellis had already been driven from public view after receiving a number of death threats and did not undertake a book tour (Kennedy 427). Despite this, the book received significant publicity courtesy of the controversy and, although several national bookstore chains and numerous booksellers around the world refused to sell the book, more than 100,000 copies were sold in the U.S.A. in the fortnight after publication (Dwyer 55). Even this success had an unprecedented effect: when American Psycho became a bestseller, The New York Times announced that it would be removing the title from its bestseller lists because of the book’s content. In the days following publication in the U.S.A., Canadian customs announced that it was considering whether to allow the local arm of Random House to, first, import American Psycho for sale in Canada and, then, publish it in Canada (Kirchhoff, “Psycho” C1). Two weeks later, when the book was passed for sale (Kirchhoff, “Customs” C1), demonstrators protested the entrance of a shipment of the book. In May, the Canadian Defence Force made headlines when it withdrew copies of the book from the library shelves of a navy base in Halifax (Canadian Press C1). Also in May 1991, the Australian Office of Film and Literature Classification (OFLC), the federal agency that administers the classification scheme for all films, computer games and ‘submittable’ publications (including books) that are sold, hired or exhibited in Australia, announced that it had classified American Psycho as ‘Category 1 Restricted’ (W. Fraser, “Book” 5), to be sold sealed, to only those over 18 years of age. This was the first such classification of a mainstream literary work since the rating scheme was introduced (Graham), and the first time a work of literature had been restricted for sale since Philip Roth’s Portnoy’s Complaint in 1969. The chief censor, John Dickie, said the OFLC could not justify refusing the book classification (and essentially banning the work), and while ‘as a satire on yuppies it has a lot going for it’, personally he found the book ‘distasteful’ (quoted in W. Fraser, “Sensitive” 5). Moreover, while this ‘R’ classification was, and remains, a national classification, Australian States and Territories have their own sale and distribution regulation systems. Under this regime, American Psycho remains banned from sale in Queensland, as are all other books in this classification category (Vnuk). These various reactions led to a flood of articles published in the U.S.A., Canada, Australia and the U.K., voicing passionate opinions on a range of issues including free speech and censorship, the corporate control of artistic thought and practice, and cynicism on the part of authors and their publishers about what works might attract publicity and (therefore) sell in large numbers (see, for instance, Hitchens 7; Irving 1). The relationship between violence in society and its representation in the media was a common theme, with only a few commentators (including Norman Mailer in a high profile Vanity Fair article) suggesting that, instead of inciting violence, the media largely reflected, and commented upon, societal violence. Elayne Rapping, an academic in the field of Communications, proposed that the media did actively glorify violence, but only because there was a market for such representations: ‘We, as a society love violence, thrive on violence as the very basis of our social stability, our ideological belief system … The problem, after all, is not media violence but real violence’ (36, 38). Many more commentators, however, agreed with NOW, Wolf and others and charged Ellis’s work with encouraging, and even instigating, violent acts, and especially those against women, calling American Psycho ‘a kind of advertising for violence against women’ (anthropologist Elliot Leyton quoted in Dwyer 55) and, even, a ‘how-to manual on the torture and dismemberment of women’ (Leo 23). Support for the book was difficult to find in the flood of vitriol directed against it, but a small number wrote in Ellis’s defence. Sonny Mehta, himself the target of death threats for acquiring the book for Random House, stood by this assessment, and was widely quoted in his belief that American Psycho was ‘a serious book by a serious writer’ and that Ellis was ‘remarkably talented’ (Knight-Ridder L10). Publishing director of Pan Macmillan Australia, James Fraser, defended his decision to release American Psycho on the grounds that the book told important truths about society, arguing: ‘A publisher’s office is a clearing house for ideas … the real issue for community debate [is] – to what extent does it want to hear the truth about itself, about individuals within the community and about the governments the community elects. If we care about the preservation of standards, there is none higher than this. Gore Vidal was among the very few who stated outright that he liked the book, finding it ‘really rather inspired … a wonderfully comic novel’ (quoted in Tyrnauer 73). Fay Weldon agreed, judging the book as ‘brilliant’, and focusing on the importance of Ellis’s message: ‘Bret Easton Ellis is a very good writer. He gets us to a ‘T’. And we can’t stand it. It’s our problem, not his. American Psycho is a beautifully controlled, careful, important novel that revolves around its own nasty bits’ (C1). Since 1991 As unlikely as this now seems, I first read American Psycho without any awareness of the controversy raging around its publication. I had read Ellis’s earlier works, Less than Zero (1985) and The Rules of Attraction (1987) and, with my energies fully engaged elsewhere, cannot now even remember how I acquired the book. Since that angry remark on the bus, however, I have followed American Psycho’s infamy and how it has remained in the public eye over the last decade and a half. Australian OFLC decisions can be reviewed and reversed – as when Pasolini’s final film Salo (1975), which was banned in Australia from the time of its release in 1975 until it was un-banned in 1993, was then banned again in 1998 – however, American Psycho’s initial classification has remained unchanged. In July 2006, I purchased a new paperback copy in rural New South Wales. It was shrink-wrapped in plastic and labelled: ‘R. Category One. Not available to persons under 18 years. Restricted’. While exact sales figures are difficult to ascertain, by working with U.S.A., U.K. and Australian figures, this copy was, I estimate, one of some 1.5 to 1.6 million sold since publication. In the U.S.A., backlist sales remain very strong, with some 22,000 copies sold annually (Holt and Abbott), while lifetime sales in the U.K. are just under 720,000 over five paperback editions. Sales in Australia are currently estimated by Pan MacMillan to total some 100,000, with a new printing of 5,000 copies recently ordered in Australia on the strength of the book being featured on the inaugural Australian Broadcasting Commission’s First Tuesday Book Club national television program (2006). Predictably, the controversy around the publication of American Psycho is regularly revisited by those reviewing Ellis’s subsequent works. A major article in Vanity Fair on Ellis’s next book, The Informers (1994), opened with a graphic description of the death threats Ellis received upon the publication of American Psycho (Tyrnauer 70) and then outlined the controversy in detail (70-71). Those writing about Ellis’s two most recent novels, Glamorama (1999) and Lunar Park (2005), have shared this narrative strategy, which also forms at least part of the frame of every interview article. American Psycho also, again predictably, became a major topic of discussion in relation to the contracting, making and then release of the eponymous film in 2000 as, for example, in Linda S. Kauffman’s extensive and considered review of the film, which spent the first third discussing the history of the book’s publication (“American” 41-45). Playing with this interest, Ellis continues his practice of reusing characters in subsequent works. Thus, American Psycho’s Patrick Bateman, who first appeared in The Rules of Attraction as the elder brother of the main character, Sean – who, in turn, makes a brief appearance in American Psycho – also turns up in Glamorama with ‘strange stains’ on his Armani suit lapels, and again in Lunar Park. The book also continues to be regularly cited in discussions of censorship (see, for example, Dubin; Freccero) and has been included in a number of university-level courses about banned books. In these varied contexts, literary, cultural and other critics have also continued to disagree about the book’s impact upon readers, with some persisting in reading the novel as a pornographic incitement to violence. When Wade Frankum killed seven people in Sydney, many suggested a link between these murders and his consumption of X-rated videos, pornographic magazines and American Psycho (see, for example, Manne 11), although others argued against this (Wark 11). Prosecutors in the trial of Canadian murderer Paul Bernardo argued that American Psycho provided a ‘blueprint’ for Bernardo’s crimes (Canadian Press A5). Others have read Ellis’s work more positively, as for instance when Sonia Baelo Allué compares American Psycho favourably with Thomas Harris’s The Silence of the Lambs (1988) – arguing that Harris not only depicts more degrading treatment of women, but also makes Hannibal Lecter, his antihero monster, sexily attractive (7-24). Linda S. Kauffman posits that American Psycho is part of an ‘anti-aesthetic’ movement in art, whereby works that are revoltingly ugly and/or grotesque function to confront the repressed fears and desires of the audience and explore issues of identity and subjectivity (Bad Girls), while Patrick W. Shaw includes American Psycho in his work, The Modern American Novel of Violence because, in his opinion, the violence Ellis depicts is not gratuitous. Lost, however, in much of this often-impassioned debate and dialogue is the book itself – and what Ellis actually wrote. 21-years-old when Less than Zero was published, Ellis was still only 26 when American Psycho was released and his youth presented an obvious target. In 1991, Terry Teachout found ‘no moment in American Psycho where Bret Easton Ellis, who claims to be a serious artist, exhibits the workings of an adult moral imagination’ (45, 46), Brad Miner that it was ‘puerile – the very antithesis of good writing’ (43) and Carol Iannone that ‘the inclusion of the now famous offensive scenes reveals a staggering aesthetic and moral immaturity’ (54). Pagan Kennedy also ‘blamed’ the entire work on this immaturity, suggesting that instead of possessing a developed artistic sensibility, Ellis was reacting to (and, ironically, writing for the approval of) critics who had lauded the documentary realism of his violent and nihilistic teenage characters in Less than Zero, but then panned his less sensational story of campus life in The Rules of Attraction (427-428). Yet, in my opinion, there is not only a clear and coherent aesthetic vision driving Ellis’s oeuvre but, moreover, a profoundly moral imagination at work as well. This was my view upon first reading American Psycho, and part of the reason I was so shocked by that charge of filth on the bus. Once familiar with the controversy, I found this view shared by only a minority of commentators. Writing in the New Statesman & Society, Elizabeth J. Young asked: ‘Where have these people been? … Books of pornographic violence are nothing new … American Psycho outrages no contemporary taboos. Psychotic killers are everywhere’ (24). I was similarly aware that such murderers not only existed in reality, but also in many widely accessed works of literature and film – to the point where a few years later Joyce Carol Oates could suggest that the serial killer was an icon of popular culture (233). While a popular topic for writers of crime fiction and true crime narratives in both print and on film, a number of ‘serious’ literary writers – including Truman Capote, Norman Mailer, Kate Millet, Margaret Atwood and Oates herself – have also written about serial killers, and even crossed over into the widely acknowledged as ‘low-brow’ true crime genre. Many of these works (both popular or more literary) are vivid and powerful and have, as American Psycho, taken a strong moral position towards their subject matter. Moreover, many books and films have far more disturbing content than American Psycho, yet have caused no such uproar (Young and Caveney 120). By now, the plot of American Psycho is well known, although the structure of the book, noted by Weldon above (C1), is rarely analysed or even commented upon. First person narrator, Patrick Bateman, a young, handsome stockbroker and stereotypical 1980s yuppie, is also a serial killer. The book is largely, and innovatively, structured around this seeming incompatibility – challenging readers’ expectations that such a depraved criminal can be a wealthy white professional – while vividly contrasting the banal, and meticulously detailed, emptiness of Bateman’s life as a New York über-consumer with the scenes where he humiliates, rapes, tortures, murders, mutilates, dismembers and cannibalises his victims. Although only comprising some 16 out of 399 pages in my Picador edition, these violent scenes are extreme and certainly make the work as a whole disgustingly confronting. But that is the entire point of Ellis’s work. Bateman’s violence is rendered so explicitly because its principal role in the novel is to be inescapably horrific. As noted by Baelo Allué, there is no shift in tone between the most banally described detail and the description of violence (17): ‘I’ve situated the body in front of the new Toshiba television set and in the VCR is an old tape and appearing on the screen is the last girl I filmed. I’m wearing a Joseph Abboud suit, a tie by Paul Stuart, shoes by J. Crew, a vest by someone Italian and I’m kneeling on the floor beside a corpse, eating the girl’s brain, gobbling it down, spreading Grey Poupon over hunks of the pink, fleshy meat’ (Ellis 328). In complete opposition to how pornography functions, Ellis leaves no room for the possible enjoyment of such a scene. Instead of revelling in the ‘spine chilling’ pleasures of classic horror narratives, there is only the real horror of imagining such an act. The effect, as Kauffman has observed is, rather than arousing, often so disgusting as to be emetic (Bad Girls 249). Ellis was surprised that his detractors did not understand that he was trying to be shocking, not offensive (Love 49), or that his overall aim was to symbolise ‘how desensitised our culture has become towards violence’ (quoted in Dwyer 55). Ellis was also understandably frustrated with readings that conflated not only the contents of the book and their meaning, but also the narrator and author: ‘The acts described in the book are truly, indisputably vile. The book itself is not. Patrick Bateman is a monster. I am not’ (quoted in Love 49). Like Fay Weldon, Norman Mailer understood that American Psycho posited ‘that the eighties were spiritually disgusting and the author’s presentation is the crystallization of such horror’ (129). Unlike Weldon, however, Mailer shied away from defending the novel by judging Ellis not accomplished enough a writer to achieve his ‘monstrous’ aims (182), failing because he did not situate Bateman within a moral universe, that is, ‘by having a murderer with enough inner life for us to comprehend him’ (182). Yet, the morality of Ellis’s project is evident. By viewing the world through the lens of a psychotic killer who, in many ways, personifies the American Dream – wealthy, powerful, intelligent, handsome, energetic and successful – and, yet, who gains no pleasure, satisfaction, coherent identity or sense of life’s meaning from his endless, selfish consumption, Ellis exposes the emptiness of both that world and that dream. As Bateman himself explains: ‘Surface, surface, surface was all that anyone found meaning in. This was civilisation as I saw it, colossal and jagged’ (Ellis 375). Ellis thus situates the responsibility for Bateman’s violence not in his individual moral vacuity, but in the barren values of the society that has shaped him – a selfish society that, in Ellis’s opinion, refused to address the most important issues of the day: corporate greed, mindless consumerism, poverty, homelessness and the prevalence of violent crime. Instead of pornographic, therefore, American Psycho is a profoundly political text: Ellis was never attempting to glorify or incite violence against anyone, but rather to expose the effects of apathy to these broad social problems, including the very kinds of violence the most vocal critics feared the book would engender. Fifteen years after the publication of American Psycho, although our societies are apparently growing in overall prosperity, the gap between rich and poor also continues to grow, more are permanently homeless, violence – whether domestic, random or institutionally-sanctioned – escalates, and yet general apathy has intensified to the point where even the ‘ethics’ of torture as government policy can be posited as a subject for rational debate. The real filth of the saga of American Psycho is, thus, how Ellis’s message was wilfully ignored. While critics and public intellectuals discussed the work at length in almost every prominent publication available, few attempted to think in any depth about what Ellis actually wrote about, or to use their powerful positions to raise any serious debate about the concerns he voiced. Some recent critical reappraisals have begun to appreciate how American Psycho is an ‘ethical denunciation, where the reader cannot but face the real horror behind the serial killer phenomenon’ (Baelo Allué 8), but Ellis, I believe, goes further, exposing the truly filthy causes that underlie the existence of such seemingly ‘senseless’ murder. But, Wait, There’s More It is ironic that American Psycho has, itself, generated a mini-industry of products. A decade after publication, a Canadian team – filmmaker Mary Harron, director of I Shot Andy Warhol (1996), working with scriptwriter, Guinevere Turner, and Vancouver-based Lions Gate Entertainment – adapted the book for a major film (Johnson). Starring Christian Bale, Chloë Sevigny, Willem Dafoe and Reese Witherspoon and, with an estimated budget of U.S.$8 million, the film made U.S.$15 million at the American box office. The soundtrack was released for the film’s opening, with video and DVDs to follow and the ‘Killer Collector’s Edition’ DVD – closed-captioned, in widescreen with surround sound – released in June 2005. Amazon.com lists four movie posters (including a Japanese language version) and, most unexpected of all, a series of film tie-in action dolls. The two most popular of these, judging by E-Bay, are the ‘Cult Classics Series 1: Patrick Bateman’ figure which, attired in a smart suit, comes with essential accoutrements of walkman with headphones, briefcase, Wall Street Journal, video tape and recorder, knife, cleaver, axe, nail gun, severed hand and a display base; and the 18” tall ‘motion activated sound’ edition – a larger version of the same doll with fewer accessories, but which plays sound bites from the movie. Thanks to Stephen Harris and Suzie Gibson (UNE) for stimulating conversations about this book, Stephen Harris for information about the recent Australian reprint of American Psycho and Mark Seebeck (Pan Macmillan) for sales information. References Archer, Mark. “The Funeral Baked Meats.” The Spectator 27 April 1991: 31. Australian Broadcasting Corporation. First Tuesday Book Club. First broadcast 1 August 2006. Baelo Allué, Sonia. “The Aesthetics of Serial Killing: Working against Ethics in The Silence of the Lambs (1988) and American Psycho (1991).” Atlantis 24.2 (Dec. 2002): 7-24. Canadian Press. “Navy Yanks American Psycho.” The Globe and Mail 17 May 1991: C1. Canadian Press. “Gruesome Novel Was Bedside Reading.” Kitchener-Waterloo Record 1 Sep. 1995: A5. Dubin, Steven C. “Art’s Enemies: Censors to the Right of Me, Censors to the Left of Me.” Journal of Aesthetic Education 28.4 (Winter 1994): 44-54. Dwyer, Victor. “Literary Firestorm: Canada Customs Scrutinizes a Brutal Novel.” Maclean’s April 1991: 55. Ellis, Bret Easton. American Psycho. London: Macmillan-Picador, 1991. ———. Glamorama. New York: Knopf, 1999. ———. The Informers. New York: Knopf, 1994. ———. Less than Zero. New York: Simon & Schuster, 1985. ———. Lunar Park. New York: Knopf, 2005. ———. The Rules of Attraction. New York: Simon & Schuster, 1987. Fraser, James. :The Case for Publishing.” The Bulletin 18 June 1991. Fraser, William. “Book May Go under Wraps.” The Sydney Morning Herald 23 May 1991: 5. ———. “The Sensitive Censor and the Psycho.” The Sydney Morning Herald 24 May 1991: 5. Freccero, Carla. “Historical Violence, Censorship, and the Serial Killer: The Case of American Psycho.” Diacritics: A Review of Contemporary Criticism 27.2 (Summer 1997): 44-58. Graham, I. “Australian Censorship History.” Libertus.net 9 Dec. 2001. 17 May 2006 http://libertus.net/censor/hist20on.html>. Gurley Brown, Helen. Commentary in “Editorial Judgement or Censorship?: The Case of American Psycho.” The Writer May 1991: 20-23. Harris, Thomas. The Silence of the Lambs. New York: St Martins Press, 1988. Harron, Mary (dir.). American Psycho [film]. Edward R. Pressman Film Corporation, Lions Gate Films, Muse Productions, P.P.S. Films, Quadra Entertainment, Universal Pictures, 2004. Hitchens, Christopher. “Minority Report.” The Nation 7-14 January 1991: 7. Holt, Karen, and Charlotte Abbott. “Lunar Park: The Novel.” Publishers Weekly 11 July 2005. 13 Aug. 2006 http://www.publishersweekly.com/article/CA624404.html? pubdate=7%2F11%2F2005&display=archive>. Iannone, Carol. “PC & the Ellis Affair.” Commentary Magazine July 1991: 52-4. Irving, John. “Pornography and the New Puritans.” The New York Times Book Review 29 March 1992: Section 7, 1. 13 Aug. 2006 http://www.nytimes.com/books/97/06/15/lifetimes/25665.html>. Johnson, Brian D. “Canadian Cool Meets American Psycho.” Maclean’s 10 April 2000. 13 Aug. 2006 http://www.macleans.ca/culture/films/article.jsp?content=33146>. Kauffman, Linda S. “American Psycho [film review].” Film Quarterly 54.2 (Winter 2000-2001): 41-45. ———. Bad Girls and Sick Boys: Fantasies in Contemporary Art and Culture. Berkeley: University of California Press, 1998. Kennedy, Pagan. “Generation Gaffe: American Psycho.” The Nation 1 April 1991: 426-8. Kirchhoff, H. J. “Customs Clears Psycho: Booksellers’ Reaction Mixed.” The Globe and Mail 26 March 1991: C1. ———. “Psycho Sits in Limbo: Publisher Awaits Customs Ruling.” The Globe and Mail 14 March 1991: C1. Knight-Ridder News Service. “Vintage Picks up Ellis’ American Psycho.” Los Angeles Daily News 17 November 1990: L10. Lehmann-Haupt, Christopher. “Psycho: Wither Death without Life?” The New York Times 11 March 1991: C18. Leo, John. “Marketing Cynicism and Vulgarity.” U.S. News & World Report 3 Dec. 1990: 23. Love, Robert. “Psycho Analysis: Interview with Bret Easton Ellis.” Rolling Stone 4 April 1991: 45-46, 49-51. Mailer, Norman. “Children of the Pied Piper: Mailer on American Psycho.” Vanity Fair March 1991: 124-9, 182-3. Manguel, Alberto. “Designer Porn.” Saturday Night 106.6 (July 1991): 46-8. Manne, Robert. “Liberals Deny the Video Link.” The Australian 6 Jan. 1997: 11. McDowell, Edwin. “NOW Chapter Seeks Boycott of ‘Psycho’ Novel.” The New York Times 6 Dec. 1990: C17. ———. “Vintage Buys Violent Book Dropped by Simon & Schuster.” The New York Times 17 Nov. 1990: 13. Miner, Brad. “Random Notes.” National Review 31 Dec. 1990: 43. National Organization for Women. Library Journal 2.91 (1991): 114. Oates, Joyce Carol. “Three American Gothics.” Where I’ve Been, and Where I’m Going: Essays, Reviews and Prose. New York: Plume, 1999. 232-43. Rapping, Elayne. “The Uses of Violence.” Progressive 55 (1991): 36-8. Rosenblatt, Roger. “Snuff this Book!: Will Brett Easton Ellis Get Away with Murder?” New York Times Book Review 16 Dec. 1990: 3, 16. Roth, Philip. Portnoy’s Complaint. New York: Random House, 1969. Shaw, Patrick W. The Modern American Novel of Violence. Troy, NY: Whitson, 2000. Sheppard, R. Z. “A Revolting Development.” Time 29 Oct. 1990: 100. Teachout, Terry. “Applied Deconstruction.” National Review 24 June 1991: 45-6. Tyrnauer, Matthew. “Who’s Afraid of Bret Easton Ellis?” Vanity Fair 57.8 (Aug. 1994): 70-3, 100-1. Vnuk, Helen. “X-rated? Outdated.” The Age 21 Sep. 2003. 17 May 2006 http://www.theage.com.au/articles/2003/09/19/1063625202157.html>. Wark, McKenzie. “Video Link Is a Distorted View.” The Australian 8 Jan. 1997: 11. Weldon, Fay. “Now You’re Squeamish?: In a World as Sick as Ours, It’s Silly to Target American Psycho.” The Washington Post 28 April 1991: C1. Wolf, Naomi. “The Animals Speak.” New Statesman & Society 12 April 1991: 33-4. Yardley, Jonathan. “American Psycho: Essence of Trash.” The Washington Post 27 Feb. 1991: B1. Young, Elizabeth J. “Psycho Killers. Last Lines: How to Shock the English.” New Statesman & Society 5 April 1991: 24. Young, Elizabeth J., and Graham Caveney. Shopping in Space: Essays on American ‘Blank Generation’ Fiction. London: Serpent’s Tail, 1992. Zaller, Robert “American Psycho, American Censorship and the Dahmer Case.” Revue Francaise d’Etudes Americaines 16.56 (1993): 317-25. Citation reference for this article MLA Style Brien, Donna Lee. "The Real Filth in : A Critical Reassessment." M/C Journal 9.5 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0610/01-brien.php>. APA Style Brien, D. (Nov. 2006) "The Real Filth in American Psycho: A Critical Reassessment," M/C Journal, 9(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0610/01-brien.php>.

Abstract:

I first came across etoy in Linz, Austria in 1995. They turned up at Ars Electronica with their shaved heads, in their matching orange bomber jackets. They were not invited. The next year they would not have to crash the party. In 1996 they were awarded Arts Electronica’s prestigious Golden Nica for web art, and were on their way to fame and bitterness – the just rewards for their art of self-regard. As founding member Agent.ZAI says: “All of us were extremely greedy – for excitement, for drugs, for success.” (Wishart & Boschler: 16) The etoy story starts on the fringes of the squatters’ movement in Zurich. Disenchanted with the hard left rhetorics that permeate the movement in the 1980s, a small group look for another way of existing within a commodified world, without the fantasy of an ‘outside’ from which to critique it. What Antonio Negri and friends call the ‘real subsumption’ of life under the rule of commodification is something etoy grasps intuitively. The group would draw on a number of sources: David Bowie, the Sex Pistols, the Manchester rave scene, European Amiga art, rumors of the historic avant gardes from Dada to Fluxus. They came together in 1994, at a meeting in the Swiss resort town of Weggis on Lake Lucerne. While the staging of the founding meeting looks like a rerun of the origins of the Situationist International, the wording of the invitation might suggest the founding of a pop music boy band: “fun, money and the new world?” One of the – many – stories about the origins of the name Dada has it being chosen at random from a bilingual dictionary. The name etoy, in an update on that procedure, was spat out by a computer program designed to make four letter words at random. Ironically, both Dada and etoy, so casually chosen, would inspire furious struggles over the ownership of these chancey 4-bit words. The group decided to make money by servicing the growing rave scene. Being based in Vienna and Zurich, the group needed a way to communicate, and chose to use the internet. This was a far from obvious thing to do in 1994. Connections were slow and unreliable. Sometimes it was easier to tape a hard drive full of clubland graphics to the underside of a seat on the express train from Zurich to Vienna and simply email instructions to meet the train and retrieve it. The web was a primitive instrument in 1995 when etoy built its first website. They launched it with a party called etoy.FASTLANE, an optimistic title when the web was anything but. Coco, a transsexual model and tabloid sensation, sang a Japanese song while suspended in the air. She brought media interest, and was anointed etoy’s lifestyle angel. As Wishart and Bochsler write, “it was as if the Seven Dwarfs had discovered their Snow White.” (Wishart & Boschler: 33) The launch didn’t lead to much in the way of a music deal or television exposure. The old media were not so keen to validate the etoy dream of lifting themselves into fame and fortune by their bootstraps. And so etoy decided to be stars of the new media. The slogan was suitably revised: “etoy: the pop star is the pilot is the coder is the designer is the architect is the manager is the system is etoy.” (Wishart & Boschler: 34) The etoy boys were more than net.artists, they were artists of the brand. The brand was achieving a new prominence in the mid-90s. (Klein: 35) This was a time when capitalism was hollowing itself out in the overdeveloped world, shedding parts of its manufacturing base. Control of the circuits of commodification would rest less on the ownership of the means of production and more on maintaining a monopoly on the flows of information. The leading edge of the ruling class was becoming self-consciously vectoral. It controlled the flow of information about what to produce – the details of design, the underlying patents. It controlled the flows of information about what is produced – the brands and logos, the slogans and images. The capitalist class is supplanted by a vectoral class, controlling the commodity circuit through the vectors of information. (Wark) The genius of etoy was to grasp the aesthetic dimension of this new stage of commodification. The etoy boys styled themselves not so much as a parody of corporate branding and management groupthink, but as logical extension of it. They adopted matching uniforms and called themselves agents. In the dada-punk-hiphop tradition, they launched themselves on the world as brand new, self-created, self-named subjects: Agents Zai, Brainhard, Gramazio, Kubli, Esposto, Udatny and Goldstein. The etoy.com website was registered in 1995 with Network Solutions for a $100 fee. The homepage for this etoy.TANKSYSTEM was designed like a flow chart. As Gramazio says: “We wanted to create an environment with surreal content, to build a parallel world and put the content of this world into tanks.” (Wishart & Boschler: 51) One tank was a cybermotel, with Coco the first guest. Another tank showed you your IP number, with a big-brother eye looking on. A supermarket tank offered sunglasses and laughing gas for sale, but which may or may not be delivered. The underground tank included hardcore photos of a sensationalist kind. A picture of the Federal Building in Oklamoma City after the bombing was captioned in deadpan post-situ style “such work needs a lot of training.” (Wishart & Boschler: 52) The etoy agents were by now thoroughly invested in the etoy brand and the constellation of images they had built around it, on their website. Their slogan became “etoy: leaving reality behind.” (Wishart & Boschler: 53) They were not the first artists fascinated by commodification. It was Warhol who said “good art is good business.”(Warhol ) But etoy reversed the equation: good business is good art. And good business, in this vectoral age, is in its most desirable form an essentially conceptual matter of creating a brand at the center of a constellation of signifiers. Late in 1995, etoy held another group meeting, at the Zurich youth center Dynamo. The problem was that while they had build a hardcore website, nobody was visiting it. Agents Gooldstein and Udatny thought that there might be a way of using the new search engines to steer visitors to the site. Zai and Brainhard helped secure a place at the Vienna Academy of Applied Arts where Udatny could use the computer lab to implement this idea. Udatny’s first step was to create a program that would go out and gather email addresses from the web. These addresses would form the lists for the early examples of art-spam that etoy would perpetrate. Udatny’s second idea was a bit more interesting. He worked out how to get the etoy.TANKSYSTEM page listed in search engines. Most search engines ranked pages by the frequency of the search term in the pages it had indexed, so etoy.TANKSYSTEM would contain pages of selected keywords. Porn sites were also discovering this method of creating free publicity. The difference was that etoy chose a very carefully curated list of 350 search terms, including: art, bondage, cyberspace, Doom, Elvis, Fidel, genx, heroin, internet, jungle and Kant. Users of search engines who searched for these terms would find dummy pages listed prominently in their search results that directed them, unsuspectingly, to etoy.com. They called this project Digital Hijack. To give the project a slightly political aura, the pages the user was directed to contained an appeal for the release of convicted hacker Kevin Mitnick. This was the project that won them a Golden Nica statuette at Ars Electronica in 1996, which Gramazio allegedly lost the same night playing roulette. It would also, briefly, require that they explain themselves to the police. Digital Hijack also led to the first splits in the group, under the intense pressure of organizing it on a notionally collective basis, but with the zealous Agent Zai acting as de facto leader. When Udatny was expelled, Zai and Brainhard even repossessed his Toshiba laptop, bought with etoy funds. As Udatny recalls, “It was the lowest point in my life ever. There was nothing left; I could not rely on etoy any more. I did not even have clothes, apart from the etoy uniform.” (Wishart & Boschler: 104) Here the etoy story repeats a common theme from the history of the avant gardes as forms of collective subjectivity. After Digital Hijack, etoy went into a bit of a slump. It’s something of a problem for a group so dependent on recognition from the other of the media, that without a buzz around them, etoy would tend to collapse in on itself like a fading supernova. Zai spend the early part of 1997 working up a series of management documents, in which he appeared as the group’s managing director. Zai employed the current management theory rhetoric of employee ‘empowerment’ while centralizing control. Like any other corporate-Trotskyite, his line was that “We have to get used to reworking the company structure constantly.” (Wishart & Boschler: 132) The plan was for each member of etoy to register the etoy trademark in a different territory, linking identity to information via ownership. As Zai wrote “If another company uses our name in a grand way, I’ll probably shoot myself. And that would not be cool.” (Wishart & Boschler:: 132) As it turned out, another company was interested – the company that would become eToys.com. Zai received an email offering “a reasonable sum” for the etoy.com domain name. Zai was not amused. “Damned Americans, they think they can take our hunting grounds for a handful of glass pearls….”. (Wishart & Boschler: 133) On an invitation from Suzy Meszoly of C3, the etoy boys traveled to Budapest to work on “protected by etoy”, a work exploring internet security. They spent most of their time – and C3’s grant money – producing a glossy corporate brochure. The folder sported a blurb from Bjork: “etoy: immature priests from another world” – which was of course completely fabricated. When Artothek, the official art collection of the Austrian Chancellor, approached etoy wanting to buy work, the group had to confront the problem of how to actually turn their brand into a product. The idea was always that the brand was the product, but this doesn’t quite resolve the question of how to produce the kind of unique artifacts that the art world requires. Certainly the old Conceptual Art strategy of selling ‘documentation’ would not do. The solution was as brilliant as it was simple – to sell etoy shares. The ‘works’ would be ‘share certificates’ – unique objects, whose only value, on the face of it, would be that they referred back to the value of the brand. The inspiration, according to Wishart & Boschsler, was David Bowie, ‘the man who sold the world’, who had announced the first rock and roll bond on the London financial markets, backed by future earnings of his back catalogue and publishing rights. Gramazio would end up presenting Chancellor Viktor Klima with the first ‘shares’ at a press conference. “It was a great start for the project”, he said, “A real hack.” (Wishart & Boschler: 142) For this vectoral age, etoy would create the perfect vectoral art. Zai and Brainhard took off next for Pasadena, where they got the idea of reverse-engineering the online etoy.TANKSYSTEM by building an actual tank in an orange shipping container, which would become etoy.TANK 17. This premiered at the San Francisco gallery Blasthaus in June 1998. Instant stars in the small world of San Francisco art, the group began once again to disintegrate. Brainhard and Esposito resigned. Back in Europe in late 1998, Zai was preparing to graduate from the Vienna Academy of Applied Arts. His final project would recapitulate the life and death of etoy. It would exist from here on only as an online archive, a digital mausoleum. As Kubli says “there was no possibility to earn our living with etoy.” (Wishart & Boschler: 192) Zai emailed eToys.com and asked them if them if they would like to place a banner ad on etoy.com, to redirect any errant web traffic. Lawyers for eToys.com offered etoy $30,000 for the etoy.com domain name, which the remaining members of etoy – Zai, Gramazio, Kubli – refused. The offer went up to $100,000, which they also refused. Through their lawyer Peter Wild they demanded $750,000. In September 1999, while etoy were making a business presentation as their contribution to Ars Electronica, eToys.com lodged a complaint against etoy in the Los Angeles Superior Court. The company hired Bruce Wessel, of the heavyweight LA law firm Irell & Manella, who specialized in trademark, copyright and other intellectual property litigation. The complaint Wessel drafted alleged that etoy had infringed and diluted the eToys trademark, were practicing unfair competition and had committed “intentional interference with prospective economic damage.” (Wishart & Boschler: 199) Wessel demanded an injunction that would oblige etoy to cease using its trademark and take down its etoy.com website. The complaint also sought to prevent etoy from selling shares, and demanded punitive damages. Displaying the aggressive lawyering for which he was so handsomely paid, Wessel invoked the California Unfair Competition Act, which was meant to protect citizens from fraudulent business scams. Meant as a piece of consumer protection legislation, its sweeping scope made it available for inventive suits such as Wessel’s against etoy. Wessel was able to use pretty much everything from the archive etoy built against it. As Wishart and Bochsler write, “The court papers were like a delicately curated catalogue of its practices.” (Wishart & Boschler: 199) And indeed, legal documents in copyright and trademark cases may be the most perfect literature of the vectoral age. The Unfair Competition claim was probably aimed at getting the suit heard in a Californian rather than a Federal court in which intellectual property issues were less frequently litigated. The central aim of the eToys suit was the trademark infringement, but on that head their claims were not all that strong. According to the 1946 Lanham Act, similar trademarks do not infringe upon each other if there they are for different kinds of business or in different geographical areas. The Act also says that the right to own a trademark depends on its use. So while etoy had not registered their trademark and eToys had, etoy were actually up and running before eToys, and could base their trademark claim on this fact. The eToys case rested on a somewhat selective reading of the facts. Wessel claimed that etoy was not using its trademark in the US when eToys was registered in 1997. Wessel did not dispute the fact that etoy existed in Europe prior to that time. He asserted that owning the etoy.com domain name was not sufficient to establish a right to the trademark. If the intention of the suit was to bully etoy into giving in, it had quite the opposite effect. It pissed them off. “They felt again like the teenage punks they had once been”, as Wishart & Bochsler put it. Their art imploded in on itself for lack of attention, but called upon by another, it flourished. Wessel and eToys.com unintentionally triggered a dialectic that worked in quite the opposite way to what they intended. The more pressure they put on etoy, the more valued – and valuable – they felt etoy to be. Conceptual business, like conceptual art, is about nothing but the management of signs within the constraints of given institutional forms of market. That this conflict was about nothing made it a conflict about everything. It was a perfectly vectoral struggle. Zai and Gramazio flew to the US to fire up enthusiasm for their cause. They asked Wolfgang Staehle of The Thing to register the domain toywar.com, as a space for anti-eToys activities at some remove from etoy.com, and as a safe haven should eToys prevail with their injunction in having etoy.com taken down. The etoy defense was handled by Marcia Ballard in New York and Robert Freimuth in Los Angeles. In their defense, they argued that etoy had existed since 1994, had registered its globally accessible domain in 1995, and won an international art prize in 1996. To counter a claim by eToys that they had a prior trademark claim because they had bought a trademark from another company that went back to 1990, Ballard and Freimuth argued that this particular trademark only applied to the importation of toys from the previous owner’s New York base and thus had no relevance. They capped their argument by charging that eToys had not shown that its customers were really confused by the existence of etoy. With Christmas looming, eToys wanted a quick settlement, so they offered Zurich-based etoy lawyer Peter Wild $160,000 in shares and cash for the etoy domain. Kubli was prepared to negotiate, but Zai and Gramazio wanted to gamble – and raise the stakes. As Zai recalls: “We did not want to be just the victims; that would have been cheap. We wanted to be giants too.” (Wishart & Boschler: 207) They refused the offer. The case was heard in November 1999 before Judge Rafeedie in the Federal Court. Freimuth, for etoy, argued that federal Court was the right place for what was essentially a trademark matter. Robert Kleiger, for eToys, countered that it should stay where it was because of the claims under the California Unfair Competition act. Judge Rafeedie took little time in agreeing with the eToys lawyer. Wessel’s strategy paid off and eToys won the first skirmish. The first round of a quite different kind of conflict opened when etoy sent out their first ‘toywar’ mass mailing, drawing the attention of the net.art, activism and theory crowd to these events. This drew a report from Felix Stalder in Telepolis: “Fences are going up everywhere, molding what once seemed infinite space into an overcrowded and tightly controlled strip mall.” (Stalder ) The positive feedback from the net only emboldened etoy. For the Los Angeles court, lawyers for etoy filed papers arguing that the sale of ‘shares’ in etoy was not really a stock offering. “The etoy.com website is not about commerce per se, it is about artist and social protest”, they argued. (Wishart & Boschler: 209) They were obliged, in other words, to assert a difference that the art itself had intended to blur in order to escape eToy’s claims under the Unfair Competition Act. Moreover, etoy argued that there was no evidence of a victim. Nobody was claiming to have been fooled by etoy into buying something under false pretences. Ironically enough, art would turn out in hindsight to be a more straightforward transaction here, involving less simulation or dissimulation, than investing in a dot.com. Perhaps we have reached the age when art makes more, not less, claim than business to the rhetorical figure of ‘reality’. Having defended what appeared to be the vulnerable point under the Unfair Competition law, etoy went on the attack. It was the failure of eToys to do a proper search for other trademarks that created the problem in the first place. Meanwhile, in Federal Court, lawyers for etoy launched a counter-suit that reversed the claims against them made by eToys on the trademark question. While the suits and counter suits flew, eToys.com upped their offer to settle to a package of cash and shares worth $400,000. This rather puzzled the etoy lawyers. Those choosing to sue don’t usually try at the same time to settle. Lawyer Peter Wild advised his clients to take the money, but the parallel tactics of eToys.com only encouraged them to dig in their heels. “We felt that this was a tremendous final project for etoy”, says Gramazio. As Zai says, “eToys was our ideal enemy – we were its worst enemy.” (Wishart & Boschler: 210) Zai reported the offer to the net in another mass mail. Most people advised them to take the money, including Doug Rushkoff and Heath Bunting. Paul Garrin counseled fighting on. The etoy agents offered to settle for $750,000. The case came to court in late November 1999 before Judge Shook. The Judge accepted the plausibility of the eToys version of the facts on the trademark issue, which included the purchase of a registered trademark from another company that went back to 1990. He issued an injunction on their behalf, and added in his statement that he was worried about “the great danger of children being exposed to profane and hardcore pornographic issues on the computer.” (Wishart & Boschler: 222) The injunction was all eToys needed to get Network Solutions to shut down the etoy.com domain. Zai sent out a press release in early December, which percolated through Slashdot, rhizome, nettime (Staehle) and many other networks, and catalyzed the net community into action. A debate of sorts started on investor websites such as fool.com. The eToys stock price started to slide, and etoy ‘warriors’ felt free to take the credit for it. The story made the New York Times on 9th December, Washington Post on the 10th, Wired News on the 11th. Network Solutions finally removed the etoy.com domain on the 10th December. Zai responded with a press release: “this is robbery of digital territory, American imperialism, corporate destruction and bulldozing in the way of the 19th century.” (Wishart & Boschler: 237) RTMark set up a campaign fund for toywar, managed by Survival Research Laboratories’ Mark Pauline. The RTMark press release promised a “new internet ‘game’ designed to destroy eToys.com.” (Wishart & Boschler: 239) The RTMark press release grabbed the attention of the Associated Press newswire. The eToys.com share price actually rose on December 13th. Goldman Sachs’ e-commerce analyst Anthony Noto argued that the previous declines in the Etoys share price made it a good buy. Goldman Sachs was the lead underwriter of the eToys IPO. Noto’s writings may have been nothing more than the usual ‘IPOetry’ of the time, but the crash of the internet bubble was some months away yet. The RTMark campaign was called ‘The Twelve Days of Christmas’. It used the Floodnet technique that Ricardo Dominguez used in support of the Zapatistas. As Dominguez said, “this hysterical power-play perfectly demonstrates the intensions of the new net elite; to turn the World Wide Web into their own private home-shopping network.” (Wishart & Boschler: 242) The Floodnet attack may have slowed the eToys.com server down a bit, but it was robust and didn’t crash. Ironically, it ran on open source software. Dominguez claims that the ‘Twelve Days’ campaign, which relied on individuals manually launching Floodnet from their own computers, was not designed to destroy the eToys site, but to make a protest felt. “We had a single-bullet script that could have taken down eToys – a tactical nuke, if you will. But we felt this script did not represent the presence of a global group of people gathered to bear witness to a wrong.” (Wishart & Boschler: 245) While the eToys engineers did what they could to keep the site going, eToys also approached universities and businesses whose systems were being used to host Floodnet attacks. The Thing, which hosted Dominguez’s eToys Floodnet site was taken offline by The Thing’s ISP, Verio. After taking down the Floodnet scripts, The Thing was back up, restoring service to the 200 odd websites that The Thing hosted besides the offending Floodnet site. About 200 people gathered on December 20th at a demonstration against eToys outside the Museum of Modern Art. Among the crowd were Santas bearing signs that said ‘Coal for eToys’. The rally, inside the Museum, was led by the Reverend Billy of the Church of Stop Shopping: “We are drowning in a sea of identical details”, he said. (Wishart & Boschler: 249-250) Meanwhile etoy worked on the Toywar Platform, an online agitpop theater spectacle, in which participants could act as soldiers in the toywar. This would take some time to complete – ironically the dispute threatened to end before this last etoy artwork was ready, giving etoy further incentives to keep the dispute alive. The etoy agents had a new lawyer, Chris Truax, who was attracted to the case by the publicity it was generating. Through Truax, etoy offered to sell the etoy domain and trademark for $3.7 million. This may sound like an insane sum, but to put it in perspective, the business.com site changed hands for $7.5 million around this time. On December 29th, Wessel signaled that eToys was prepared to compromise. The problem was, the Toywar Platform was not quite ready, so etoy did what it could to drag out the negotiations. The site went live just before the scheduled court hearings, January 10th 2000. “TOYWAR.com is a place where all servers and all involved people melt and build a living system. In our eyes it is the best way to express and document what’s going on at the moment: people start to about new ways to fight for their ideas, their lifestyle, contemporary culture and power relations.” (Wishart & Boschler: 263) Meanwhile, in a California courtroom, Truax demanded that Network Solutions restore the etoy domain, that eToys pay the etoy legal expenses, and that the case be dropped without prejudice. No settlement was reached. Negotiations dragged on for another two weeks, with the etoy agents’ attention somewhat divided between two horizons – art and law. The dispute was settled on 25th January. Both parties dismissed their complaints without prejudice. The eToys company would pay the etoy artists $40,000 for legal costs, and contact Network Solutions to reinstate the etoy domain. “It was a pleasure doing business with one of the biggest e-commerce giants in the world” ran the etoy press release. (Wishart & Boschler: 265) That would make a charming end to the story. But what goes around comes around. Brainhard, still pissed off with Zai after leaving the group in San Francisco, filed for the etoy trademark in Austria. After that the internal etoy wranglings just gets boring. But it was fun while it lasted. What etoy grasped intuitively was the nexus between the internet as a cultural space and the transformation of the commodity economy in a yet-more abstract direction – its becoming-vectoral. They zeroed in on the heart of the new era of conceptual business – the brand. As Wittgenstein says of language, what gives words meaning is other words, so too for brands. What gives brands meaning is other brands. There is a syntax for brands as there is for words. What etoy discovered is how to insert a new brand into that syntax. The place of eToys as a brand depended on their business competition with other brands – with Toys ‘R’ Us, for example. For etoy, the syntax they discovered for relating their brand to another one was a legal opposition. What made etoy interesting was their lack of moral posturing. Their abandonment of leftist rhetorics opened them up to exploring the territory where media and business meet, but it also made them vulnerable to being consumed by the very dialectic that created the possibility of staging etoy in the first place. By abandoning obsolete political strategies, they discovered a media tactic, which collapsed for want of a new strategy, for the new vectoral terrain on which we find ourselves. Works Cited Negri, Antonio. Time for Revolution. Continuum, London, 2003. Warhol, Andy. From A to B and Back Again. Picador, New York, 1984. Stalder, Felix. ‘Fences in Cyberspace: Recent events in the battle over domain names’. 19 Jun 2003. <http://felix.openflows.org/html/fences.php>. Wark, McKenzie. ‘A Hacker Manifesto [version 4.0]’ 19 Jun 2003. http://subsol.c3.hu/subsol_2/contributors0/warktext.html. Klein, Naomi. No Logo. Harper Collins, London, 2000. Wishart, Adam & Regula Bochsler. Leaving Reality Behind: etoy vs eToys.com & Other Battles to Control Cyberspace Ecco Books, 2003. Staehle, Wolfgang. ‘<nettime> etoy.com shut down by US court.’ 19 Jun 2003. http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.html Links http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.htm http://felix.openflows.org/html/fences.html http://subsol.c3.hu/subsol_2/contributors0/warktext.html Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Wark, McKenzie. "Toywars" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/02-toywars.php>. APA Style Wark, M. (2003, Jun 19). Toywars. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/02-toywars.php>

Abstract:

Kangatarianism is the rather inelegant word coined in the first decade of the twenty-first century to describe an omnivorous diet in which the only meat consumed is that of the kangaroo. First published in the media in 2010 (Barone; Zukerman), the term circulated in Australian environmental and academic circles including the Global Animal conference at the University of Wollongong in July 2011 where I first heard it from members of the Think Tank for Kangaroos (THINKK) group. By June 2017, it had gained enough attention to be named the Oxford English Dictionary’s Australian word of the month (following on from May’s “smashed avo,” another Australian food innovation), but it took the Nine Network reality television series Love Island Australia to raise kangatarian to trending status on social media (Oxford UP). During the first episode, aired in late May 2018, Justin, a concreter and fashion model from Melbourne, declared himself to have previously been a kangatarian as he chatted with fellow contestant, Millie. Vet nurse and animal lover Millie appeared to be shocked by his revelation but was tentatively accepting when Justin explained what kangatarian meant, and justified his choice on the grounds that kangaroo are not farmed. In the social media response, it was clear that eating only the meat of kangaroos as an ethical choice was an entirely new concept to many viewers, with one tweet stating “Kangatarian isn’t a thing”, while others variously labelled the diet brutal, intriguing, or quintessentially Australian (see #kangatarian on Twitter).There is a well developed literature around the arguments for and against eating kangaroo, and why settler Australians tend to be so reluctant to do so (see for example, Probyn; Cawthorn and Hoffman). Here, I will concentrate on the role that ethics play in this food choice by examining how the adoption of kangatarianism can be understood as a bargain struck to help to manage grief in the Anthropocene, and the limitations of that bargain. As Lesley Head has argued, we are living in a time of loss and of grieving, when much that has been taken for granted is becoming unstable, and “we must imagine that drastic changes to everyday life are in the offing” (313). Applying the classic (and contested) model of five stages of grief, first proposed by Elisabeth Kübler-Ross in her book On Death and Dying in 1969, much of the population of the western world seems to be now experiencing denial, her first stage of loss, while those in the most vulnerable environments have moved on to anger with developed countries for destructive actions in the past and inaction in the present. The next stages (or states) of grieving—bargaining, depression, and acceptance—are likely to be manifested, although not in any predictable sequence, as the grief over current and future losses continues (Haslam).The great expansion of food restrictive diets in the Anthropocene can be interpreted as part of this bargaining state of grieving as individuals attempt to respond to the imperative to reduce their environmental impact but also to limit the degree of change to their own diet required to do so. Meat has long been identified as a key component of an individual’s environmental footprint. From Frances Moore Lappé’s 1971 Diet for a Small Planet through the United Nations’ Food and Agriculture Organisation’s 2006 report Livestock’s Long Shadow to the 2019 report of the EAT–Lancet Commission on Healthy Diets from Sustainable Food Systems, the advice has been consistent: meat consumption should be minimised in, if not eradicated from, the human diet. The EAT–Lancet Commission Report quantified this to less than 28 grams (just under one ounce) of beef, lamb or pork per day (12, 25). For many this would be keenly felt, in terms of how meals are constructed, the sensory experiences associated with eating meat and perceptions of well-being but meat is offered up as a sacrifice to bring about the return of the beloved healthy planet.Rather than accept the advice to cut out meat entirely, those seeking to bargain with the Anthropocene also find other options. This has given rise to a suite of foodways based around restricting meat intake in volume or type. Reducing the amount of commercially produced beef, lamb and pork eaten is one approach, while substituting a meat the production of which has a smaller environmental footprint, most commonly chicken or fish, is another. For those willing to make deeper changes, the meat of free living animals, especially those which are killed accidentally on the roads or for deliberately for environmental management purposes, is another option. Further along this spectrum are the novel protein sources suggested in the Lancet report, including insects, blue-green algae and laboratory-cultured meats.Kangatarianism is another form of this bargain, and is backed by at least half a century of advocacy. The Australian Conservation Foundation made calls to reduce the numbers of other livestock and begin a sustainable harvest of kangaroo for food in 1970 when the sale of kangaroo meat for human consumption was still illegal across the country (Conservation of Kangaroos). The idea was repeated by biologist Gordon Grigg in the late 1980s (Jackson and Vernes 173), and again in the Garnaut Climate Change Review in 2008 (547–48). Kangaroo meat is high in protein and iron, low in fat, and high in healthy polyunsaturated fatty acids and conjugated linoleic acid, and, as these authors showed, has a smaller environmental footprint than beef, lamb, or pork. Kangaroo require less water than cattle, sheep or pigs, and no land is cleared to grow feed for them or give them space to graze. Their paws cause less erosion and compaction of soil than do the hooves of common livestock. They eat less fodder than ruminants and their digestive processes result in lower emissions of the powerful greenhouse gas methane and less solid waste.As Justin of Love Island was aware, kangaroo are not farmed in the sense of being deliberately bred, fed, confined, or treated with hormones, drugs or chemicals, which also adds to their lighter impact on the environment. However, some pastoralists argue that because they cannot prevent kangaroos from accessing the food, water, shelter, and protection from predators they provide for their livestock, they do effectively farm them, although they receive no income from sales of kangaroo meat. This type of light touch farming of kangaroos has a very long history in Australia going back to the continent’s first peopling some 60,000 years ago. Kangaroos were so important to Aboriginal people that a wide range of environments were manipulated to produce their favoured habitats of open grasslands edged by sheltering trees. As Bill Gammage demonstrated, fire was used as a tool to preserve and extend grassy areas, to encourage regrowth which would attract kangaroos and to drive the animals from one patch to another or towards hunters waiting with spears (passim, for example, 58, 72, 76, 93). Gammage and Bruce Pascoe agree that this was a form of animal husbandry in which the kangaroos were drawn to the areas prepared for them for the young grass or, more forcefully, physically directed using nets, brush fences or stone walls. Burnt ground served to contain the animals in place of fencing, and regular harvesting kept numbers from rising to levels which would place pressure on other species (Gammage 79, 281–86; Pascoe 42–43). Contemporary advocates of eating kangaroo have promoted the idea that they should be deliberately co-produced with other livestock instead of being killed to preserve feed and water for sheep and cattle (Ellicott; Wilson 39). Substituting kangaroo for the meat of more environmentally damaging animals would facilitate a reduction in the numbers of cattle and sheep, lessening the harm they do.Most proponents have assumed that their audience is current meat eaters who would substitute kangaroo for the meat of other more environmentally costly animals, but kangatarianism can also emerge from vegetarianism. Wendy Zukerman, who wrote about kangaroo hunting for New Scientist in 2010, was motivated to conduct the research because she was considering becoming an early adopter of kangatarianism as the least environmentally taxing way to counter the longterm anaemia she had developed as a vegetarian. In 2018, George Wilson, honorary professor in the Australian National University’s Fenner School of Environment and Society called for vegetarians to become kangatarians as a means of boosting overall consumption of kangaroo for environmental and economic benefits to rural Australia (39).Given these persuasive environmental arguments, it might be expected that many people would have perceived eating kangaroo instead of other meat as a favourable bargain and taken up the call to become kangatarian. Certainly, there has been widespread interest in trying kangaroo meat. In 1997, only five years after the sale of kangaroo meat for human consumption had been legalised in most states (South Australia did so in 1980), 51% of 500 people surveyed in five capital cities said they had tried kangaroo. However, it had not become a meat of choice with very few found to eat it more than three times a year (Des Purtell and Associates iv). Just over a decade later, a study by Ampt and Owen found an increase to 58% of 1599 Australians surveyed across the country who had tried kangaroo but just 4.7% eating it at least monthly (14). Bryce Appleby, in his study of kangaroo consumption in the home based on interviews with 28 residents of Wollongong in 2010, specifically noted the absence of kangatarians—then a very new concept. A study of 261 Sydney university students in 2014 found that half had tried kangaroo meat and 10% continued to eat it with any regularity. Only two respondents identified themselves as kangatarian (Grant 14–15). Kangaroo meat advocate Michael Archer declared in 2017 that “there’s an awful lot of very, very smart vegetarians [who] have opted for semi vegetarianism and they’re calling themselves ‘kangatarians’, as they’re quite happy to eat kangaroo meat”, but unless there had been a significant change in a few years, the surveys did not bear out his assertion (154).The ethical calculations around eating kangaroo are complicated by factors beyond the strictly environmental. One Tweeter advised Justin: “‘I’m a kangatarian’ isn’t a pickup line, mate”, and certainly the reception of his declaration could have been very cool, especially as it was delivered to a self declared animal warrior (N’Tash Aha). All of the studies of beliefs and practices around the eating of kangaroo have noted a significant minority of Australians who would not consider eating kangaroo based on issues of animal welfare and animal rights. The 1997 study found that 11% were opposed to the idea of eating kangaroo, while in Grant’s 2014 study, 15% were ethically opposed to eating kangaroo meat (Des Purtell and Associates iv; Grant 14–15). Animal ethics complicate the bargains calculated principally on environmental grounds.These ethical concerns work across several registers. One is around the flesh and blood kangaroo as a charismatic native animal unique to Australia and which Australians have an obligation to respect and nurture. Sheep, cattle and pigs have been subject to longterm propaganda campaigns which entrench the idea that they are unattractive and unintelligent, and veil their transition to meat behind euphemistic language and abattoir walls, making it easier to eat them. Kangaroos are still seen as resourceful and graceful animals, and no linguistic tricks shield consumers from the knowledge that it is a roo on their plate. A proposal in 2009 to market a “coat of arms” emu and kangaroo-flavoured potato chip brought complaints to the Advertising Standards Bureau that this was disrespectful to these native animals, although the flavours were to be simulated and the product vegetarian (Black). Coexisting with this high regard to kangaroos is its antithesis. That is, a valuation of them informed by their designation as a pest in the pastoral industry, and the use of the carcasses of those killed to feed dogs and other companion animals. Appleby identified a visceral, disgust response to the idea of eating kangaroo in many of his informants, including both vegetarians who would not consider eating kangaroo because of their commitment to a plant-based diet, and at least one omnivore who would prefer to give up all meat rather than eat kangaroo. While diametrically opposed, the end point of both positions is that kangaroo meat should not be eaten.A second animal ethics stance relates to the imagined kangaroo, a cultural construct which for most urban Australians is much more present in their lives and likely to shape their actions than the living animals. It is behind the rejection of eating an animal which holds such an iconic place in Australian culture: to the dexter on the 1912 national coat of arms; hopping through the Hundred Acre Wood as Kanga and Roo in A.A. Milne’s Winnie-the-Pooh children’s books from the 1920s and the Disney movies later made from them; as a boy’s best friend as Skippy the Bush Kangaroo in a fondly remembered 1970s television series; and high in the sky on QANTAS planes. The anthropomorphising of kangaroos permitted the spectacle of the boxing kangaroo from the late nineteenth century. By framing natural kangaroo behaviours as boxing, these exhibitions encouraged an ambiguous understanding of kangaroos as human-like, moving them further from the category of food (Golder and Kirkby). Australian government bodies used this idea of the kangaroo to support food exports to Britain, with kangaroos as cooks or diners rather than ingredients. The Kangaroo Kookery Book of 1932 (see fig. 1 below) portrayed kangaroos as a nuclear family in a suburban kitchen and another official campaign supporting sales of Australian produce in Britain in the 1950s featured a Disney-inspired kangaroo eating apples and chops washed down with wine (“Kangaroo to Be ‘Food Salesman’”). This imagining of kangaroos as human-like has persisted, leading to the opinion expressed in a 2008 focus group, that consuming kangaroo amounted to “‘eating an icon’ … Although they are pests they are still human nature … these are native animals, people and I believe that is a form of cannibalism!” (Ampt and Owen 26). Figure 1: Rather than promoting the eating of kangaroos, the portrayal of kangaroos as a modern suburban family in the Kangaroo Kookery Book (1932) made it unthinkable. (Source: Kangaroo Kookery Book, Director of Australian Trade Publicity, Australia House, London, 1932.)The third layer of ethical objection on the ground of animal welfare is more specific, being directed to the method of killing the kangaroos which become food. Kangaroos are perhaps the only native animals for which state governments set quotas for commercial harvest, on the grounds that they compete with livestock for pasturage and water. In most jurisdictions, commercially harvested kangaroo carcasses can be processed for human consumption, and they are the ones which ultimately appear in supermarket display cases.Kangaroos are killed by professional shooters at night using swivelling spotlights mounted on their vehicles to locate and daze the animals. While clean head shots are the ideal and regulations state that animals should be killed when at rest and without causing “undue agonal struggle”, this is not always achieved and some animals do suffer prolonged deaths (NSW Code of Practice for Kangaroo Meat for Human Consumption). By regulation, the young of any female kangaroo must be killed along with her. While averting a slow death by neglect, this is considered cruel and wasteful. The hunt has drawn international criticism, including from Greenpeace which organised campaigns against the sale of kangaroo meat in Europe in the 1980s, and Viva! which was successful in securing the withdrawal of kangaroo from sale in British supermarkets (“Kangaroo Meat Sales Criticised”). These arguments circulate and influence opinion within Australia.A final animal ethics issue is that what is actually behind the push for greater use of kangaroo meat is not concern for the environment or animal welfare but the quest to turn a profit from these animals. The Kangaroo Industries Association of Australia, formed in 1970 to represent those who dealt in the marsupials’ meat, fur and skins, has been a vocal advocate of eating kangaroo and a sponsor of market research into how it can be made more appealing to the market. The Association argued in 1971 that commercial harvest was part of the intelligent conservation of the kangaroo. They sought minimum size regulations to prevent overharvesting and protect their livelihoods (“Assn. Backs Kangaroo Conservation”). The Association’s current website makes the claim that wild harvested “Australian kangaroo meat is among the healthiest, tastiest and most sustainable red meats in the world” (Kangaroo Industries Association of Australia). That this is intended to initiate a new and less controlled branch of the meat industry for the benefit of hunters and processors, rather than foster a shift from sheep or cattle to kangaroos which might serve farmers and the environment, is the opinion of Dr. Louise Boronyak, of the Centre for Compassionate Conservation at the University of Technology Sydney (Boyle 19).Concerns such as these have meant that kangaroo is most consumed where it is least familiar, with most of the meat for human consumption recovered from culled animals being exported to Europe and Asia. Russia has been the largest export market. There, kangaroo meat is made less strange by blending it with other meats and traditional spices to make processed meats, avoiding objections to its appearance and uncertainty around preparation. With only a low profile as a novelty animal in Russia, there are fewer sentimental concerns about consuming kangaroo, although the additional food miles undermine its environmental credentials. The variable acceptability of kangaroo in more distant markets speaks to the role of culture in determining how patterns of eating are formed and can be shifted, or, as Elspeth Probyn phrased it “how natural entities are transformed into commodities within a context of globalisation and local communities”, underlining the impossibility of any straightforward ethics of eating kangaroo (33, 35).Kangatarianism is a neologism which makes the eating of kangaroo meat something it has not been in the past, a voluntary restriction based on environmental ethics. These environmental benefits are well founded and eating kangaroo can be understood as an Anthropocenic bargain struck to allow the continuation of the consumption of red meat while reducing one’s environmental footprint. Although superficially attractive, the numbers entering into this bargain remain small because environmental ethics cannot be disentangled from animal ethics. The anthropomorphising of the kangaroo and its use as a national symbol coexist with its categorisation as a pest and use of its meat as food for companion animals. Both understandings of kangaroos made their meat uneatable for many Australians. Paired with concerns over how kangaroos are killed and the commercialisation of a native species, kangaroo meat has a very mixed reception despite decades of advocacy for eating its meat in favour of that of more harmed and more harmful introduced species. Given these constraints, kangatarianism is unlikely to become widespread and indeed it should be viewed as at best a temporary exigency. As the climate warms and rainfall becomes more erratic, even animals which have evolved to suit Australian conditions will come under increasing pressure, and humans will need to reach Kübler-Ross’ final state of grief: acceptance. In this case, this would mean acceptance that our needs cannot be placed ahead of those of other animals.ReferencesAmpt, Peter, and Kate Owen. Consumer Attitudes to Kangaroo Meat Products. Canberra: Rural Industries Research and Development Corporation, 2008.Appleby, Bryce. “Skippy the ‘Green’ Kangaroo: Identifying Resistances to Eating Kangaroo in the Home in a Context of Climate Change.” BSc Hons, U of Wollongong, 2010 <http://ro.uow.edu.au/thsci/103>.Archer, Michael. “Zoology on the Table: Plenary Session 4.” Australian Zoologist 39, 1 (2017): 154–60.“Assn. Backs Kangaroo Conservation.” The Beverley Times 26 Feb. 1971: 3. 22 Feb. 2019 <http://nla.gov.au/nla.news-article202738733>.Barone, Tayissa. “Kangatarians Jump the Divide.” Sydney Morning Herald 9 Feb. 2010. 13 Apr. 2019 <https://www.smh.com.au/lifestyle/kangatarians-jump-the-divide-20100209-gdtvd8.html>.Black, Rosemary. “Some Australians Angry over Idea for Kangaroo and Emu-Flavored Potato Chips.” New York Daily News 4 Dec. 2009. 5 Feb. 2019 <https://www.nydailynews.com/life-style/eats/australians-angry-idea-kangaroo-emu-flavored-potato-chips-article-1.431865>.Boyle, Rhianna. “Eating Skippy.” Big Issue Australia 578 11-24 Jan. 2019: 16–19.Cawthorn, Donna-Mareè, and Louwrens C. Hoffman. “Controversial Cuisine: A Global Account of the Demand, Supply and Acceptance of ‘Unconventional’ and ‘Exotic’ Meats.” Meat Science 120 (2016): 26–7.Conservation of Kangaroos. Melbourne: Australian Conservation Foundation, 1970.Des Purtell and Associates. Improving Consumer Perceptions of Kangaroo Products: A Survey and Report. Canberra: Rural Industries Research and Development Corporation, 1997.Ellicott, John. “Little Pay Incentive for Shooters to Join Kangaroo Meat Industry.” The Land 15 Mar. 2018. 28 Mar. 2019 <https://www.theland.com.au/story/5285265/top-roo-shooter-says-harvesting-is-a-low-paid-job/>.Garnaut, Ross. Garnaut Climate Change Review. 2008. 26 Feb. 2019 <http://www.garnautreview.org.au/index.htm>.Gammage, Bill. The Biggest Estate on Earth: How Aborigines Made Australia. Sydney: Allen and Unwin, 2012.Golder, Hilary, and Diane Kirkby. “Mrs. Mayne and Her Boxing Kangaroo: A Married Woman Tests Her Property Rights in Colonial New South Wales.” Law and History Review 21.3 (2003): 585–605.Grant, Elisabeth. “Sustainable Kangaroo Harvesting: Perceptions and Consumption of Kangaroo Meat among University Students in New South Wales.” Independent Study Project (ISP). U of NSW, 2014. <https://digitalcollections.sit.edu/isp_collection/1755>.Haslam, Nick. “The Five Stages of Grief Don’t Come in Fixed Steps – Everyone Feels Differently.” The Conversation 22 Oct. 2018. 28 Mar. 2019 <https://theconversation.com/the-five-stages-of-grief-dont-come-in-fixed-steps-everyone-feels-differently-96111>.Head, Lesley. “The Anthropoceans.” Geographical Research 53.3 (2015): 313–20.Kangaroo Industries Association of Australia. Kangaroo Meat. 26 Feb. 2019 <http://www.kangarooindustry.com/products/meat/>.“Kangaroo Meat Sales Criticised.” The Canberra Times 13 Sep. 1984: 14. 22 Feb 2019 <http://nla.gov.au/nla.news-article136915919>.“Kangaroo to Be Food ‘Salesman.’” Newcastle Morning Herald and Miners’ Advocate, 2 Dec. 1954. 22 Feb 2019 <http://nla.gov.au/nla.news-article134089767>.Kübler-Ross, Elisabeth. On Death and Dying: What the Dying Have to Teach Doctors, Nurses, Clergy, and their own Families. New York: Touchstone, 1997.Jackson, Stephen, and Karl Vernes. Kangaroo: Portrait of an Extraordinary Marsupial. Sydney: Allen and Unwin, 2010.Lappé, Frances Moore. Diet for a Small Planet. New York: Ballantine Books, 1971.N’Tash Aha (@Nsvasey). “‘I’m a Kangatarian’ isn’t a Pickup Line, Mate. #LoveIslandAU.” Twitter post. 27 May 2018. 5 Apr. 2019 <https://twitter.com/Nsvasey/status/1000697124122644480>.“NSW Code of Practice for Kangaroo Meat for Human Consumption.” Government Gazette of the State of New South Wales 24 Mar. 1993. 22 Feb. 2019 <http://nla.gov.au/nla.news-page14638033>.Oxford University Press, Australia and New Zealand. Word of the Month. June 2017. <https://www.oup.com.au/dictionaries/word-of-the-month>.Pascoe, Bruce. Dark Emu, Black Seeds: Agriculture or Accident? Broome: Magabala Books, 2014.Probyn, Elspeth. “Eating Roo: Of Things That Become Food.” New Formations 74.1 (2011): 33–45.Steinfeld, Henning, Pierre Gerber, Tom Wassenaar, Vicent Castel, Mauricio Rosales, and Cees d Haan. Livestock’s Long Shadow: Environmental Issues and Options. Rome: Food and Agriculture Organisation of the United Nations, 2006.Trust Nature. Essence of Kangaroo Capsules. 26 Feb. 2019 <http://ncpro.com.au/products/all-products/item/88139-essence-of-kangaroo-35000>.Victoria Department of Environment, Land, Water and Planning. Kangaroo Pet Food Trial. 28 Mar. 2019 <https://www.wildlife.vic.gov.au/managing-wildlife/wildlife-management-and-control-authorisations/kangaroo-pet-food-trial>.Willett, Walter, et al. “Food in the Anthropocene: The EAT–Lancet Commission on Healthy Diets from Sustainable Food Systems.” The Lancet 16 Jan. 2019. 26 Feb. 2019 <https://www.thelancet.com/commissions/EAT>.Wilson, George. “Kangaroos Can Be an Asset Rather than a Pest.” Australasian Science 39.1 (2018): 39.Zukerman, Wendy. “Eating Skippy: The Future of Kangaroo Meat.” New Scientist 208.2781 (2010): 42–5.

Abstract:

Introduction What French food is would seem to be an unproblematic idea. Depending on one’s taste and familiarity, a croissant, or snails, might spring to mind. Those who are a little more intimate with French cuisine might suggest the taste of a coq au vin or ratatouille, and fewer still might suggest tarte flambée or cancoillotte. Whatever the relative popularity of the dish or food, the French culinary tradition is arguably so familiar and, indeed, loved around the world that almost everyone could name one or two French culinary objects. Moreover, as the (self-proclaimed) leader of Western cuisine, the style and taste epitomised by French cuisine and the associated dining experience are also arguably some of the most attractive aspects of French gastronomy. From this perspective, where French cuisine appears to be so familiar to the non-French, seeking to define what constitutes a French meal could seem to be an inane exercise. Nonetheless, in 2010, the Mission Française du Patrimoine et des Cultures Alimentaires (not officially translated), under the aegis of the French Ministry of Culture and Communication, put forward the nomination file “The Gastronomic Meal of the French” to UNESCO, defining in clear terms a particular image of French taste, in a bid to have the meal recognised as part of the Representative List of Intangible Cultural Heritage. With the number of specifically culinary elements protected by UNESCO more than doubling with the 2013 session of the Intergovernmental Committee for the Safeguarding of the Intangible Cultural Heritage, and with a further two in line for protection in the 2014 session, it would seem that an examination of these protected culinary traditions is in order. Rather than focusing on the problems associated with creating an intangible heritage list (Kurin; Smith and Akagawa), this article proposes an analysis of one nomination file, “The Gastronomic Meal of the French,” and the ideas which structure it. More specifically, this article will investigate how the idea of taste is deployed in the document from two different yet interconnected points of view. That is, taste as the faculty of discerning what is aesthetically excellent, and taste in its more literal gustative sense. This study will demonstrate how these two ideas of taste are used to create a problematic notion of French culinary identity, which by focusing on the framework of local (terroir) taste seeks to define national taste. By specifically citing local food stuffs (produits du terroir) and practices as well as French Republicanism in the formation of this identity, I argue that the nomination file eschews problems of cultural difference. As a result, “non-French food” and the associated identities it embodies, inherent in contemporary multicultural societies such as France with its large immigrant population, are incorporated into a cohesive, singular, culinary identity. French taste, then, is represented as uniform and embodied by the shared love of the French “art of good eating and drinking”. “Intangible” Versus “Tangible” Cultural Heritage: A Brief Overview The Intangible Cultural Heritage list was created to compliment UNESCO’s Tangible Cultural Heritage, that is, the famous World Heritage, list, which focuses on places of unique heritage. The Intangible Cultural Heritage list, for its part, concentrates on: traditions or living expressions inherited from our ancestors and passed on to our descendants, such as oral traditions, performing arts, social practices, rituals, festive events, knowledge and practices concerning nature and the universe or the knowledge and skills to produce traditional crafts (“What is Intangible Cultural Heritage?”) An examination of the elements which have been admitted to UNESCO’s Representative List of Intangible Cultural Heritage shows that there is a clear preference for traditional dances and songs. The culinary plays a very small role in the almost 300 elements currently protected by UNESCO. With the recent inscription of several additional, specifically culinary elements in December 2013, the number has more doubled but still remains low at ten elements. Out of the ten, only two of them seek to protect a cooking style: the “Mediterranean Diet” and “Traditional Mexican cuisine—ancestral, ongoing community culture, the Michoacán paradigm.” The other elements are specific culinary objects, such as Gingerbread from Northern Croatia, or culinary events, for instance the “Commemoration feast of the finding of the True Holy Cross of Christ in Ethiopia.” “The Gastronomic Meal of the French” belongs to the latter category, however is somewhat different since it is not an annual event and can take place at any time of the year as it is not related to a season or historical event. What really distinguishes the French document from the others on the list, however, is its emphasis on the idea of taste, which connects it to a long history of writing about taste in French cuisine, including of course Brillat-Savarin’s Physiology of Taste. In order to describe exactly what constitutes “The Gastronomic Meal of the French,” the authors refer frequently to two coextensive conceptions of taste, proposing that the taste of the meal is both a question of flavor and the aesthetic qualities of the diner as a whole. Whilst these ideas concerning the place of taste in French gastronomy appear to share numerous similarities to those elaborated in Brillat-Savarin’s work, I will focus on the way the conceptions of taste discussed in the dossier are used to formulate French identity. Taste: An Aesthetic Judgment, An Art When considering “The Gastronomic Meal of the French,” the closeness of the two ideas of aesthetic taste and gustative taste is perhaps clearer in French: the French verb dresser can be used to describe setting the table, an important aspect of the gastronomic meal, and arranging food on a plate. This link to aesthetics is important and in the nomination file the Gastronomic Meal of the French is taken as representative of the height of the French “art of good eating and drinking.” In the terms of the document the authors define the meal as “a festive meal bringing people together for an occasion to enjoy the art of good eating and drinking” (“Nomination file” 3). In evoking art here, they stress the importance that aesthetics play in the design of this meal. For them, the culinary art of the gastronomic meal involves both aesthetic and gustative concerns, since in order for the guests to savour the meal, the hosts must think as much about the delectability of their dishes as the classic French taste they must demonstrate in their table decoration and discussion about the food which they prepare. The participants’ conversation about the food during the meal and their comportment at the table are important elements of this taste, since they reinforce and aestheticize the dining experience. Moreover, both the host and guests must use “codified gestures” and certain expressions to discuss what they are eating and drinking so as to display by means of specific vocabulary that they are enjoying the meal (5). The art of conversation, then, is important in accomplishing one of the goals of the gastronomic meal, that being to share “the pleasure of taste” (8). The nomination file lists the gastronomic meal’s specific rites as involving the “setting [of] a beautiful table, the order of courses, food and wine pairing, [and] conversation about the dishes” (3). By listing these elements in this order, the authors highlight that aesthetic and gustative concerns are interrelated and equally important. What is more, just as the decoration of a table and conversing about the dishes could be seen to be arts in the largest sense of the term, so too should “the order of the courses” and the “food and wine pairing” be understood to be a question of aesthetic judgment. In other words, the role of these rites in the gastronomic meal is as much to reinforce the sophisticated aesthetics of the hosts’ meal as to delight the taste buds of the guests. The prominent role of the aestheticization of taste in the gastronomic meal is made even clearer elsewhere in the document when the authors specify how the table should be laid for a gastronomic meal. They write that this should be done according to the: classic French taste, based on symmetry that fans out from the centre and including a tablecloth, artistically folded napkins, objects whose shapes are appropriate for each course and designed to enhance tastes; and, depending on the circumstance, between two and five glasses, several plates and utensils, and sometimes a written menu. (5) Here the aesthetics of the table are not simply meant to be appreciated visually, but supposed to support and “enhance tastes”. The two forms of taste, then, are clearly complementary ingredients in the successful hosting of a gastronomic meal and hosts should pay equal attention to both. The authors state that the extra care paid to the aesthetics of the meal is meant to honour the guests and differentiate the meal from a standard, everyday meal (5). Since the two ideas of taste intersect, it naturally follows that the choice of the culinary products for the meal also contributes to the goal of creating a special dining experience. Taste as Gustative Experience, The Terroir For the authors, the French palate is not unified by a canon of specific dishes, but a shared “vision of eating well” (3). This collective vision encompasses several different ideas, including the structure of the meal, the recipes used and the choice of products. Just as with the aesthetic concerns above regarding table arrangements, the authors are quite particular about the configuration of the meal. For them, the gastronomic meal must respect the same structure: beginning with the apéritif (drinks before the meal) and ending with liqueurs, containing in between at least four successive courses, namely a starter, fish and/or meat with vegetables, cheese and dessert, the courses possibly numbering five or six depending on the occasion. (5) The structure of the meal is supposed to highlight the quality of the good products that the host has obtained and exhibit how their flavours go well together (5). In terms of the exact recipes used in the meal, the host might call upon a “repertoire of codified recipes” (3) in order to honour the shared “vision of eating well”. So deeply ingrained is this shared vision in the French psyche that the authors do not need to specify what the recipes are, and even go so far as to claim that the unknown list is “constantly growing” (5). This undefined catalogue of recipes and shared “vision of eating well,” then, arguably represent a banal form of national culinary identity, since these culinary practices constitute a “form of life, which is daily lived” (Billig 69) by the nation without being specified. More important than the recipes, however, is the “search for good products” (3). The hunt for good products begins with seeking out “local food products available at markets […] since they have a high cultural value” (6). The authors argue that the importance attached to these products symbolises the French commitment to non-standardised food products and “quality in terms of taste, nutrition and food safety” (6). The height of gustative taste is represented by the use of these local food products (produits du terroir) since they provide evidence of the hosts’ “knowledge of the characteristics of local production areas” (2). Just as above with the aesthetic concerns of the meal, when discussing one idea of taste, the other is never far away. In this case, the hosts’ knowledge of the local products, used in crafting the gustative experience, is meant to contribute the art of conversation which takes place during the meal. The hosts’ gustative and aesthetic tastes are on display and under analysis at every point in the meal. For the authors of the nomination file, then, French gustative taste is ruled by the idea of terroir. Successfully holding a gastronomic meal means that the hosts must be intimately familiar with France’s geography and the local products of France and use this knowledge to choose the right products. All of these very specific ideas concerning the aesthetic and gustative tastes illustrated in the document, then, raise interesting questions about inclusion and exclusion in the notion of French culinary identity they embody. Whose Taste Is It? So far I have argued that taste is the central preoccupation of the nomination file, which governs both aesthetic and gustative choices a host makes when organizing and holding a gastronomic meal. This discussion has elided some of the questions raised by the document’s definitions of taste, most notably the problem of whose taste is defined by the document. One possible response to this question is provided in quite clear terms by the document itself, when the authors talk about the antecedent of the current meal. For them, the meal evolved out of the values exemplified by “the high-society meal, transmitted through revolutionary France [and which] inspired working-class practices” (5). This reference to revolutionary French values reveals how the authors’ arguments about taste are informed by the values of the French Republic, a powerful notion in discussions about French national identity. As numerous critics have contended, the status of France as a republic significantly impacts on how national identity is constructed (McCaffrey), since it is conceived of through the idea of citizenship. Put simply, being a French citizen means that, for the state, one’s position as a citizen takes precedence over any cultural particularisms or clan and family solidarities (Jennings). To put it another way, whilst the individual person displays specificities, the citizen demonstrates the universal values held by all citizens of the French state (Schnapper). Citizenship is a political matter and any aspect of one’s private life is irrelevant to the state’s treatment of its citizens. In ignoring any particularisms that a citizen may have, French Republicanism seeks to universalise all values held by its citizens, simultaneously providing a common shared identity and a means to exclude anyone who fails to commit to these ideals. As Jennings has pointed out elsewhere, these Republican ideals have an interesting effect on how one considers French national identity in the contemporary diverse society that is France, since “despite an astonishing level of cultural and ethnic diversity, France has seen itself as and has sought to become a monocultural society” (575). In terms of the French culinary practices discussed here the associated problems with French Republicanism are clear, for such a “mono-culinary” representation of French foodways would potentially lead to significant portions of the population being left out of any such definition. Given the document’s reference to the Republic, the universalizing force displayed in the nomination file cannot simply be considered the result of the structure of UNESCO’s bureaucratic file, but should instead be understood as the expression of French Republican ideas of identity. Here it is the quality of local ingredients (produits du terroir) which characterise the universal pleasure of taste and the appreciation of local farming practices (terroirs) that the authors seek to elevate in the face of any imported tastes concurrently practised in France. The fact that the universal claims made in the French document are specific to it, and not inherent of UNESCO’s form, is evident when examining other nomination files, such as the traditional Mexican cuisine dossier. Whilst the Mexican dossier argues that the cuisine offers a “comprehensive cultural model” (4), its authors talk instead of communities whose identities display “distinct yet shared features, all of them together [making] for a flourishing cuisine throughout the country” (12). The Mexican file, thus, recognises that diversity is an integral part of its culinary model. For the French dossier, on the other hand, the Republican ideas are made patent by the authors’ insistence upon the homogenous nature of these culinary practices and tastes. They assert, for instance, that the meal is a “very popular practice, with which all French people are familiar” (3); that it displays a “homogeneity in the whole community” (3); that it embodies a “social practice […] associated with a shared vision of eating well” (3); and that it is part of a “shared history and that it carries the values on which French culture is based” (5). The authors also reference a small survey to support this supposition in which an incredible 95.7 per cent of respondents consider “the gastronomic meal to be part of their heritage and identity” (10). Furthermore they claim that the gastronomic meal transcends local customs, generations, social class and opinions, and adapts to religious and philosophical beliefs. Its values take in diversity and strengthen feelings of belonging for participants in the gastronomic meal. (5) This quotation demonstrates the Republic’s ability to transform the particular into the general, the individual into citizen. Here this transformative ability is seen in the authors’ assertion that the Gastronomic Meal of the French cuts across “local customs” and “social classes” to bring people together and reinforce the sense of a united nation. With this insistent discourse that the meal is unanimously accepted, understood, and practised by the entire nation, despite one’s particularisms, the authors of the file demonstrate how they seek to universalise the meal. The meal should no longer be considered as an object, for the authors seek to promote it to the status of a national myth which is deeply rooted in the national psyche, echoing the nation’s motto of “One Republic/cuisine united and indivisible for everyone.” The Republican nature of the universal tastes represented in the document is further reinforced when the authors emphasise the role of the State and its education system in ensuring that the right taste prevails. Just as many critics discussing the Republic regard the French education system’s role as one which constructs citizens (Janey), equipping them with the appropriate national values, the authors of nomination file argue that good taste is of national significance and ought to be taught in the education system. For them, this taste should be imparted to students in primary schools by regularly preparing and consuming meals so as to instruct them in “the rites of the gastronomic meal, including the choice of the right products” (8). The idea of the right taste is further impressed upon students through the annual “Taste Week” in which “educational activities on nutrition and the development of taste […] essential to maintaining the rites of the element [take place in schools]” (7). These activities include instruction in “the combining of flavours, pleasure of taste, choice of the right product, conversation and gastronomic discourse” (7). For those not at school, the “choice of the right product” (14) mentioned here is facilitated through yet another state sanctioned source of taste, the Inventory of Traditional Food and Agricultural Know-how. Conclusion The “Gastronomic Meal of the French” defines national culinary identity by combining several different ideas together. On one level, the authors draw together Benedict Anderson’s concept of “imagined communities” and Michael Billig’s notion of “banal nationalism.” They argue that there exists a state approved, written form this identity which is intimately linked to the French Republic and its history (Anderson), whilst also contending that the food practices are so well-known that they are banal facets of everyday lived experience (Billig). On another level, they draw these assertions regarding national identity together through the notion of taste, which the authors stress is integral to French culinary identity. In terms of gustative taste, the preference for terroir in the document points to how the local is used as a “conduit toward national self-understanding” (Gerson 215). Yet this approach leads to a problematic relationship between local and national concerns, which ought to be seen as part of a larger issue concerning the link between Republican values and the disciplining of French culinary identity and space. What it is tempting to ask—and the present paper is just the beginning—is how do state sanctioned bodies, like the Mission Française du Patrimoine et des Cultures Alimentaires combined with brotherhoods (confréries) and local organisations mentioned in the nomination file as well as the system of Appellations d’Origine Contrôlée, come together to discipline French culinary identity and taste? The examination of the present document seems to suggest that Republican Universalism is one key ingredient in this act of discipline. The hesitation between asserting a cohesive, national culinary identity whilst at the same time recognising the “diversity of traditions foods and cuisines” (5), appears to be representative of the hesitation in political discourse apparent in the modern Republic. The tensions exposed in this document are being played out in the policies concerning decentralisation and recognition to a certain extent of regional minorities in France. As Schnapper puts it, the great problem which the Republic currently faces is how can the state reconcile “the absolute of citizenship—the Republic—with the legitimate expression of particularistic allegiances in conformity with democratic values” (quoted, Jennings 152). Ultimately, what “The Gastronomic Meal of the French” shows is how pertinent Republican ideas still are in France, since, despite claims of a crisis in Republican values and the current debates in French parliament, they remain important in any consideration of French identity, not only in the political spectrum, but also in everyday cultural objects like food. References Anderson, Benedict. Imagined Communities: Reflections on the Origins and Spread of Nationalism. London: Verso, 1983. Billig, Michael. Banal Nationalism. London: Sage, 1995. Gerson, Stéphane. “The Local.” The French Republic: History, Values, Debate. Eds. Edward Berensen, Vincent Duclert, and Christophe Prochasson. London: Cornell UP, 2011. 213–20. Janey, Brigitte. “Frenchness in Perspective(s).” Hexagonal Varitations: Diversity, Plurality and Reinvention in Contemporary France. Eds Jo McCormack, Murray Pratt, and Alistair Rolls. Amsterdam: Editions Rodopi, 2011. 57–78. Jennings, Jeremy. “Citizenship, Republicanism and Multiculturalism in Contemporary France.” British Journal of Political Science 30 (2000): 575–98. Jennings, Jeremy. “Universalism.” The French Republic: History, Values, Debate. Eds. Edward Berensen, Vincent Duclert, and Christophe Prochasson. London: Cornell UP, 2011. Kurin, Richard, “Safeguarding Intangible Cultural Heritage in the 2003 UNESCO Convention: A Critical Appraisal.” Museum International 56.1/2 (2004): 66–77. McCaffrey, Edna. The Gay Republic: Sexuality, Citizenship and Subversion in France. Aldershot: Ashgate, 2005. Schnapper, Domonique. La Communauté des Citoyens. Paris: Gallimard, 1994. Smith, Laurajane, and Natsuko Akagawa. Intangible Heritage. New York: Routledge, 2008. UNESCO. “Convention for the Safeguarding of Intangible Cultural Heritage.” UNESCO, Culture Section 17 Oct. 2003. 12 Jun. 2013 ‹http://www.unesco.org/culture/ich/en/convention›. UNESCO. “Dossier de Candidature : Le Repas Gastronomique des Français.” UNESCO, Culture Section. Nov. 2010. 12 Jun 2013 ‹http://www.unesco.org/culture/ich/en/RL/00437›. UNESCO. “Nomination File: The Gastronomic Meal of the French.” UNESCO, Culture Section Nov. 2010. 12 Jun. 2013 ‹http://www.unesco.org/culture/ich/en/RL/00437›. UNESCO. “Nomination File: Traditional Mexican Cuisine—Ancestral, Ongoing Community Culture, the Michoacán Paradigm.” UNESCO, Culture Section Nov. 2010. 12 Jun. 2013 ‹http://www.unesco.org/culture/ich/en/RL/00400›. UNESCO. “What is Intangible Cultural Heritage?” UNESCO, Culture Section n.d. 12 Jun. 2013 ‹http://www.unesco.org/culture/ich/index.php?lg=en&pg=00002›.

Abstract:

When George Orwell encountered ideas of a technological utopia sixty-five years ago, he acted the grumpy middle-aged man Reading recently a batch of rather shallowly optimistic “progressive” books, I was struck by the automatic way in which people go on repeating certain phrases which were fashionable before 1914. Two great favourites are “the abolition of distance” and “the disappearance of frontiers”. I do not know how often I have met with the statements that “the aeroplane and the radio have abolished distance” and “all parts of the world are now interdependent” (1944). It is worth revisiting the old boy’s grumpiness, because the rhetoric he so niftily skewers continues in our own time. Facebook features “Peace on Facebook” and even claims that it can “decrease world conflict” through inter-cultural communication. Twitter has announced itself as “a triumph of humanity” (“A Cyber-House” 61). Queue George. In between Orwell and latter-day hoody cybertarians, a whole host of excitable public intellectuals announced the impending end of materiality through emergent media forms. Marshall McLuhan, Neil Postman, Daniel Bell, Ithiel de Sola Pool, George Gilder, Alvin Toffler—the list of 1960s futurists goes on and on. And this wasn’t just a matter of punditry: the OECD decreed the coming of the “information society” in 1975 and the European Union (EU) followed suit in 1979, while IBM merrily declared an “information age” in 1977. Bell theorized this technological utopia as post-ideological, because class would cease to matter (Mattelart). Polluting industries seemingly no longer represented the dynamic core of industrial capitalism; instead, market dynamism radiated from a networked, intellectual core of creative and informational activities. The new information and knowledge-based economies would rescue First World hegemony from an “insurgent world” that lurked within as well as beyond itself (Schiller). Orwell’s others and the Cold-War futurists propagated one of the most destructive myths shaping both public debate and scholarly studies of the media, culture, and communication. They convinced generations of analysts, activists, and arrivistes that the promises and problems of the media could be understood via metaphors of the environment, and that the media were weightless and virtual. The famous medium they wished us to see as the message —a substance as vital to our wellbeing as air, water, and soil—turned out to be no such thing. Today’s cybertarians inherit their anti-Marxist, anti-materialist positions, as a casual glance at any new media journal, culture-industry magazine, or bourgeois press outlet discloses. The media are undoubtedly important instruments of social cohesion and fragmentation, political power and dissent, democracy and demagoguery, and other fraught extensions of human consciousness. But talk of media systems as equivalent to physical ecosystems—fashionable among marketers and media scholars alike—is predicated on the notion that they are environmentally benign technologies. This has never been true, from the beginnings of print to today’s cloud-covered computing. Our new book Greening the Media focuses on the environmental impact of the media—the myriad ways that media technology consumes, despoils, and wastes natural resources. We introduce ideas, stories, and facts that have been marginal or absent from popular, academic, and professional histories of media technology. Throughout, ecological issues have been at the core of our work and we immodestly think the same should apply to media communications, and cultural studies more generally. We recognize that those fields have contributed valuable research and teaching that address environmental questions. For instance, there is an abundant literature on representations of the environment in cinema, how to communicate environmental messages successfully, and press coverage of climate change. That’s not enough. You may already know that media technologies contain toxic substances. You may have signed an on-line petition protesting the hazardous and oppressive conditions under which workers assemble cell phones and computers. But you may be startled, as we were, by the scale and pervasiveness of these environmental risks. They are present in and around every site where electronic and electric devices are manufactured, used, and thrown away, poisoning humans, animals, vegetation, soil, air and water. We are using the term “media” as a portmanteau word to cover a multitude of cultural and communications machines and processes—print, film, radio, television, information and communications technologies (ICT), and consumer electronics (CE). This is not only for analytical convenience, but because there is increasing overlap between the sectors. CE connect to ICT and vice versa; televisions resemble computers; books are read on telephones; newspapers are written through clouds; and so on. Cultural forms and gadgets that were once separate are now linked. The currently fashionable notion of convergence doesn’t quite capture the vastness of this integration, which includes any object with a circuit board, scores of accessories that plug into it, and a global nexus of labor and environmental inputs and effects that produce and flow from it. In 2007, a combination of ICT/CE and media production accounted for between 2 and 3 percent of all greenhouse gases emitted around the world (“Gartner Estimates,”; International Telecommunication Union; Malmodin et al.). Between twenty and fifty million tonnes of electronic waste (e-waste) are generated annually, much of it via discarded cell phones and computers, which affluent populations throw out regularly in order to buy replacements. (Presumably this fits the narcissism of small differences that distinguishes them from their own past.) E-waste is historically produced in the Global North—Australasia, Western Europe, Japan, and the US—and dumped in the Global South—Latin America, Africa, Eastern Europe, Southern and Southeast Asia, and China. It takes the form of a thousand different, often deadly, materials for each electrical and electronic gadget. This trend is changing as India and China generate their own media detritus (Robinson; Herat). Enclosed hard drives, backlit screens, cathode ray tubes, wiring, capacitors, and heavy metals pose few risks while these materials remain encased. But once discarded and dismantled, ICT/CE have the potential to expose workers and ecosystems to a morass of toxic components. Theoretically, “outmoded” parts could be reused or swapped for newer parts to refurbish devices. But items that are defined as waste undergo further destruction in order to collect remaining parts and valuable metals, such as gold, silver, copper, and rare-earth elements. This process causes serious health risks to bones, brains, stomachs, lungs, and other vital organs, in addition to birth defects and disrupted biological development in children. Medical catastrophes can result from lead, cadmium, mercury, other heavy metals, poisonous fumes emitted in search of precious metals, and such carcinogenic compounds as polychlorinated biphenyls, dioxin, polyvinyl chloride, and flame retardants (Maxwell and Miller 13). The United States’ Environmental Protection Agency estimates that by 2007 US residents owned approximately three billion electronic devices, with an annual turnover rate of 400 million units, and well over half such purchases made by women. Overall CE ownership varied with age—adults under 45 typically boasted four gadgets; those over 65 made do with one. The Consumer Electronics Association (CEA) says US$145 billion was expended in the sector in 2006 in the US alone, up 13% on the previous year. The CEA refers joyously to a “consumer love affair with technology continuing at a healthy clip.” In the midst of a recession, 2009 saw $165 billion in sales, and households owned between fifteen and twenty-four gadgets on average. By 2010, US$233 billion was spent on electronic products, three-quarters of the population owned a computer, nearly half of all US adults owned an MP3 player, and 85% had a cell phone. By all measures, the amount of ICT/CE on the planet is staggering. As investigative science journalist, Elizabeth Grossman put it: “no industry pushes products into the global market on the scale that high-tech electronics does” (Maxwell and Miller 2). In 2007, “of the 2.25 million tons of TVs, cell phones and computer products ready for end-of-life management, 18% (414,000 tons) was collected for recycling and 82% (1.84 million tons) was disposed of, primarily in landfill” (Environmental Protection Agency 1). Twenty million computers fell obsolete across the US in 1998, and the rate was 130,000 a day by 2005. It has been estimated that the five hundred million personal computers discarded in the US between 1997 and 2007 contained 6.32 billion pounds of plastics, 1.58 billion pounds of lead, three million pounds of cadmium, 1.9 million pounds of chromium, and 632000 pounds of mercury (Environmental Protection Agency; Basel Action Network and Silicon Valley Toxics Coalition 6). The European Union is expected to generate upwards of twelve million tons annually by 2020 (Commission of the European Communities 17). While refrigerators and dangerous refrigerants account for the bulk of EU e-waste, about 44% of the most toxic e-waste measured in 2005 came from medium-to-small ICT/CE: computer monitors, TVs, printers, ink cartridges, telecommunications equipment, toys, tools, and anything with a circuit board (Commission of the European Communities 31-34). Understanding the enormity of the environmental problems caused by making, using, and disposing of media technologies should arrest our enthusiasm for them. But intellectual correctives to the “love affair” with technology, or technophilia, have come and gone without establishing much of a foothold against the breathtaking flood of gadgets and the propaganda that proclaims their awe-inspiring capabilities.[i] There is a peculiar enchantment with the seeming magic of wireless communication, touch-screen phones and tablets, flat-screen high-definition televisions, 3-D IMAX cinema, mobile computing, and so on—a totemic, quasi-sacred power that the historian of technology David Nye has named the technological sublime (Nye Technological Sublime 297).[ii] We demonstrate in our book why there is no place for the technological sublime in projects to green the media. But first we should explain why such symbolic power does not accrue to more mundane technologies; after all, for the time-strapped cook, a pressure cooker does truly magical things. Three important qualities endow ICT/CE with unique symbolic potency—virtuality, volume, and novelty. The technological sublime of media technology is reinforced by the “virtual nature of much of the industry’s content,” which “tends to obscure their responsibility for a vast proliferation of hardware, all with high levels of built-in obsolescence and decreasing levels of efficiency” (Boyce and Lewis 5). Planned obsolescence entered the lexicon as a new “ethics” for electrical engineering in the 1920s and ’30s, when marketers, eager to “habituate people to buying new products,” called for designs to become quickly obsolete “in efficiency, economy, style, or taste” (Grossman 7-8).[iii] This defines the short lifespan deliberately constructed for computer systems (drives, interfaces, operating systems, batteries, etc.) by making tiny improvements incompatible with existing hardware (Science and Technology Council of the American Academy of Motion Picture Arts and Sciences 33-50; Boyce and Lewis). With planned obsolescence leading to “dizzying new heights” of product replacement (Rogers 202), there is an overstated sense of the novelty and preeminence of “new” media—a “cult of the present” is particularly dazzled by the spread of electronic gadgets through globalization (Mattelart and Constantinou 22). References to the symbolic power of media technology can be found in hymnals across the internet and the halls of academe: technologies change us, the media will solve social problems or create new ones, ICTs transform work, monopoly ownership no longer matters, journalism is dead, social networking enables social revolution, and the media deliver a cleaner, post-industrial, capitalism. Here is a typical example from the twilight zone of the technological sublime (actually, the OECD): A major feature of the knowledge-based economy is the impact that ICTs have had on industrial structure, with a rapid growth of services and a relative decline of manufacturing. Services are typically less energy intensive and less polluting, so among those countries with a high and increasing share of services, we often see a declining energy intensity of production … with the emergence of the Knowledge Economy ending the old linear relationship between output and energy use (i.e. partially de-coupling growth and energy use) (Houghton 1) This statement mixes half-truths and nonsense. In reality, old-time, toxic manufacturing has moved to the Global South, where it is ascendant; pollution levels are rising worldwide; and energy consumption is accelerating in residential and institutional sectors, due almost entirely to ICT/CE usage, despite advances in energy conservation technology (a neat instance of the age-old Jevons Paradox). In our book we show how these are all outcomes of growth in ICT/CE, the foundation of the so-called knowledge-based economy. ICT/CE are misleadingly presented as having little or no material ecological impact. In the realm of everyday life, the sublime experience of electronic machinery conceals the physical work and material resources that go into them, while the technological sublime makes the idea that more-is-better palatable, axiomatic; even sexy. In this sense, the technological sublime relates to what Marx called “the Fetishism which attaches itself to the products of labour” once they are in the hands of the consumer, who lusts after them as if they were “independent beings” (77). There is a direct but unseen relationship between technology’s symbolic power and the scale of its environmental impact, which the economist Juliet Schor refers to as a “materiality paradox” —the greater the frenzy to buy goods for their transcendent or nonmaterial cultural meaning, the greater the use of material resources (40-41). We wrote Greening the Media knowing that a study of the media’s effect on the environment must work especially hard to break the enchantment that inflames popular and elite passions for media technologies. We understand that the mere mention of the political-economic arrangements that make shiny gadgets possible, or the environmental consequences of their appearance and disappearance, is bad medicine. It’s an unwelcome buzz kill—not a cool way to converse about cool stuff. But we didn’t write the book expecting to win many allies among high-tech enthusiasts and ICT/CE industry leaders. We do not dispute the importance of information and communication media in our lives and modern social systems. We are media people by profession and personal choice, and deeply immersed in the study and use of emerging media technologies. But we think it’s time for a balanced assessment with less hype and more practical understanding of the relationship of media technologies to the biosphere they inhabit. Media consumers, designers, producers, activists, researchers, and policy makers must find new and effective ways to move ICT/CE production and consumption toward ecologically sound practices. In the course of this project, we found in casual conversation, lecture halls, classroom discussions, and correspondence, consistent and increasing concern with the environmental impact of media technology, especially the deleterious effects of e-waste toxins on workers, air, water, and soil. We have learned that the grip of the technological sublime is not ironclad. Its instability provides a point of departure for investigating and criticizing the relationship between the media and the environment. The media are, and have been for a long time, intimate environmental participants. Media technologies are yesterday’s, today’s, and tomorrow’s news, but rarely in the way they should be. The prevailing myth is that the printing press, telegraph, phonograph, photograph, cinema, telephone, wireless radio, television, and internet changed the world without changing the Earth. In reality, each technology has emerged by despoiling ecosystems and exposing workers to harmful environments, a truth obscured by symbolic power and the power of moguls to set the terms by which such technologies are designed and deployed. Those who benefit from ideas of growth, progress, and convergence, who profit from high-tech innovation, monopoly, and state collusion—the military-industrial-entertainment-academic complex and multinational commandants of labor—have for too long ripped off the Earth and workers. As the current celebration of media technology inevitably winds down, perhaps it will become easier to comprehend that digital wonders come at the expense of employees and ecosystems. This will return us to Max Weber’s insistence that we understand technology in a mundane way as a “mode of processing material goods” (27). Further to understanding that ordinariness, we can turn to the pioneering conversation analyst Harvey Sacks, who noted three decades ago “the failures of technocratic dreams [:] that if only we introduced some fantastic new communication machine the world will be transformed.” Such fantasies derived from the very banality of these introductions—that every time they took place, one more “technical apparatus” was simply “being made at home with the rest of our world’ (548). Media studies can join in this repetitive banality. Or it can withdraw the welcome mat for media technologies that despoil the Earth and wreck the lives of those who make them. In our view, it’s time to green the media by greening media studies. References “A Cyber-House Divided.” Economist 4 Sep. 2010: 61-62. “Gartner Estimates ICT Industry Accounts for 2 Percent of Global CO2 Emissions.” Gartner press release. 6 April 2007. ‹http://www.gartner.com/it/page.jsp?id=503867›. Basel Action Network and Silicon Valley Toxics Coalition. Exporting Harm: The High-Tech Trashing of Asia. Seattle: Basel Action Network, 25 Feb. 2002. Benjamin, Walter. “Central Park.” Trans. Lloyd Spencer with Mark Harrington. New German Critique 34 (1985): 32-58. Biagioli, Mario. “Postdisciplinary Liaisons: Science Studies and the Humanities.” Critical Inquiry 35.4 (2009): 816-33. Boyce, Tammy and Justin Lewis, eds. Climate Change and the Media. New York: Peter Lang, 2009. Commission of the European Communities. “Impact Assessment.” Commission Staff Working Paper accompanying the Proposal for a Directive of the European Parliament and of the Council on Waste Electrical and Electronic Equipment (WEEE) (recast). COM (2008) 810 Final. 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Historian Mario Biagioli explains how the sublime permeates everyday life through technoscience: "If around 1950 the popular imaginary placed science close to the military and away from the home, today’s technoscience frames our everyday life at all levels, down to our notion of the self" (818). [iii] This compulsory repetition is seemingly undertaken each time as a novelty, governed by what German cultural critic Walter Benjamin called, in his awkward but occasionally illuminating prose, "the ever-always-the-same" of "mass-production" cloaked in "a hitherto unheard-of significance" (48).