Journal articles on the topic '1961-1975 Content analysis (Communication)'

This content analysis of the New York Times and review of NAACP records documents strategic use of advertising in the New York Times by the civil rights movement between 1955 and 1961. The advertisements are scrutinized in light of theories of social movements, communication, and sociology, and the history of the civil rights movement. The ads framed the civil rights movement to prime the audience to receive radical messages from marginalized speakers, to encourage media legitimization of the movement, to popularize movement goals, and to mobilize support and resources beyond the South.

This analytical-descriptive paper investigates the violation and the keeping of Grice's (1975) cooperative principles (CPs) in an interview between some American Journalists and former President Donald Trump. The study involved the observation and analysis of ten Donald Trump’s interviews in the context and content of racism, coronavirus, election, politics, leadership and social relation that were randomly selected via YouTube. Its aim was to assess critically the violation and the keeping of Grice's (1975) cooperative principles (CPs) and its maxims, the speech act theory, and also improve upon interlocutor’s communication skills. Also, pragmatically, the current study examines the perlocutionary effect of utterances on interlocutors and listeners in general, and further investigates a new way of understanding speakers' non-cooperative and cooperative attitude and their violation of Cooperative Principles and its maxims throughout the communication process. The research sample was solely analyzed through conversational implicature and the consideration of Grice’s four propounded maxims under cooperative principle, as well as the speech act theory. According to the results, speakers' uncooperative attitude is mostly influenced by psychological factors like frustration, irritation, nervousness, anxiety, conflict of interest, and other factors such as politeness, cheap praise, lack of adequate information, entertainment, and sometimes deliberate violation. It was also revealed that language users do sometimes cooperate most often than not due to the perlocutionary effect on listeners and themselves. Besides, interlocutors sometimes violate some maxims, because they have least or no idea about the consequences of their responses on their listeners as well as themselves. Also, it was evident that, albeit speakers might not be aware of Grice’s maxims and its Cooperative principles yet they habitually conform to it in communication process. The study recommends a deeper way for readers understanding of Paul Grice’s CP and its maxims, the speech act theory, and also improve upon their communication skills. In summary, it recommends that communicators, language learners, teachers and linguists are to be mindful about their diction and its consequences on their participants and the society as a whole.

Review of: Press, Politics and People in Papua New Guinea 1950-1975, by Philip Cass. Auckland: Unitec e-Press, 2014, 205pp. ISBN 978-1-927214-09-1Press, Politics and People should be required reading for people who are concerned with the history and current trajectory of Papua New Guinea. It is also a book with much to offer for university courses in journalism, history and social science methodology. Philip Cass shows in considerable detail how to research and write a detailed study about an important topic by employing a wide range of research methods, including interviews, content analysis of newspapers, analysing academic and popular literature, and engaging in archival searches. Significantly, he does not waste any time ‘interrogating the Other’, but sustains several arguments about the place of the press during a critical moment when major change was in the air for the people of Papua New Guinea.

The present research was aimed to study the impact of communication skills training on the adjustment of opiate addicts. The research was quasi experimental. Statistical population consisted of all addicts in Tehran in 2014-15. Single-stage cluster sampling method was used in the present research so that one of the rehabilitation camps in West of Tehran was selected. Afterwards, 30 addicts were chosen as a sample size using simple random sampling method and were randomly assigned to experimental and control groups. Data collection was carried out based on Bell Adjustment Questionnaire (1961). The reliability was investigated using Cronbach's alpha and the obtained value was equal to 0.84. Moreover, content validity was employed in order to measure the validity of the test which the questionnaire was approved by the relevant experts and scholars in this regard. Analysis of the obtained data was performed using SPSS software in two parts of descriptive and inferential (Covariance Analysis). Findings indicated that communication skills training leads to an increase in the level of adjustment of addicts in every five dimensions of social adjustment, family adjustment, emotional adjustment, physical adjustment and occupational adjustment.

A review of: Bonnevie-Nebelong, Ellen. “Methods for Journal Evaluation: Journal Citation Identity, Journal Citation Image, and Internationalisation.” Scientometrics 66.2 (Jan. 2006): 411-24. Objective – To conduct a number of citation analyses of the Journal of Documentation (JDOC), comparing the results with analyses of the Journal of Information Science (JIS), and the Journal of the American Society of Information Science and Technology (JASIST) to illustrate features of JDOC. Design – Bibliometric study. Setting – Library and information science journal literature. Sample – Citations given by and given to the JDOC were analysed and compared to those from the JASIST and the JIS. Author affiliation data were analysed from articles published in JDOC and from articles citing JDOC. The data were drawn from three time periods: 1975-2003, 1980-2003, and 1990-2003. Methods – Journal Citation Identity was examined for the period 1990-2003. The analysis involved calculating the number of different journals represented by citations given by a journal in a publishing year. The resulting citation/citee ratio is indicative of diversity and extent of scholarly sources used by a journal. Journal Citation Identity was also examined by calculating the number of journal self-citations (in the period 1980 to 2003) as a proportion of the total number of citations given by the journal. A high rate of journal self-citations suggests introspection or isolation from other journals in its field. The content of the three journals was examined for the period 1973-2003 to determine the proportion of scientific content (i.e. articles, notes, reviews, and letters). Journal Citation Image was examined by calculating journal self-citations as a proportion of the citations given by other journals to the sample journal. The result signifies the degree of a journal’s visibility in its field. A second aspect of Journal Citation Image was investigated using the New Journal Diffusion Factor (N JDF). The N JDF was carried out for each year between 1975 and 2003 and calculated the average number of different journals that cite an article in a sample journal. A high number of different citing journals implies influence in the field. The N JDF for the sample journals was compared with their Journal Impact Factor (JIF) over the same period. Two further analyses of data gathered from 1990 to 2003 were conducted for the Journal of Documentation. The first identified journals most frequently co-cited with JDOC, an analysis that can locate a journal within or outside its field. Lastly, Internationalisation analyses were carried out for JDOC. Internationalisation relates to the geographic affiliations of authors of JDOC articles and of authors citing JDOC. Geographic affiliation was analysed using three classifications: affiliation in North America, Western Europe, or other geographic locations. Main results – Journal Citation Identity: JASIST was found to have the highest citation/citee ratio at 1.88, while JDOC and JIS had similar ratios of 1.50 and 1.44 respectively. This finding suggests JASIST draws its citations from fewer journals than JDOC and JIS. The scientific content of JDOC ranged from 18% to 50% in the period analysed, the lowest proportion of the three journals. All journals had seen a reduction in the proportion of journal self-citations over 23 years. Average journal self-citations for the period were 4.3% for JASIST, 3.9% for JDOC, and 3.4% for JIS. Journal Citation Image: The number of journal self-citations as a proportion of the total number of citations given to a journal was relatively stable for the three journals in the period 1991-2003. JASIST had a slightly higher rate at around 30%, the rate for JDOC was approximately 15%, and JIS showed the greatest variation ranging from 25% to 12%. In the years 1980 to 1990 JIS was found to have a much higher proportion of journal self-citations, spiking to over 85% in 1986. JDOC and JASIST self-cited at a rate that differed little over the full 1980 to 2003 period. The average N JDF for JDOC increased from just over 0.3 in 1975 to almost 0.5 in 2003. JIS had a steady average N JDF around 0.2 and JASIST an average of just over 0.3 in the same period. A comparison of the journals’ JIF in these years shows JIS is the only journal with an average JIF that is decreasing. The average JIF for JDOC and JASIST increased. JASIST was the most frequently co-cited journal with JDOC, followed by Information Processing and Management and JIS. Internationalisation: A large proportion of authors publishing in JDOC were affiliated with Western European institutions with a general trend showing decreasing numbers of authors from North America and other geographic areas. Authors citing JDOC were predominantly from North America in the 1990s, but by 2002 authors from Western Europe were citing JDOC in larger numbers. The proportion of citing authors from other regions remained steady at around 10% over the thirteen year period. Conclusions – In comparison with JASIST, the Journal Citation Identity of JDOC shows a broader scientific base with less dependence upon articles from its previous issues. JDOC is cited by a larger number of other journals than JASIST and JIS, indicating a higher degree of visibility in the scholarly community. The journals most often cited alongside JDOC mark it as firmly grounded in the field of library and information science. JDOC is attractive to Western European authors both as a publishing channel and as a journal to which they make reference.

Language is a core of communication and in pragmatics, it is analyzing the information about the development of language and knowledge of language in general and it is related with human language and its context. Pragmatics is concerned with the study of meaning that communicated with the speaker and interpreted by a listener. Context also holds the important rules and cannot be separated in learning pragmatics itself. Therefore, to learn and understand the meaning and it’s context of spoken between speaker and hearer in an utterance, then learning the speech act and it’s parts is one of the important things. This research discusses the use of illocutionary acts in “Wonder” movie. The focus analysis on this research is not only on the main character but on the whole conversation from each character at the movie by classified it into five types by using John Searle’s (1975) theory. The data of illocutionary that appears on Wonder movie is analyzed by using the context situations to find out the flow of each utterance from the speaker and listener. Researcher used the Pragmatic Approach and speech act theory to find out the types of illocutionary act contained in Wonder movie. And, from the result of this analysis, it was found that there are 5 types of illocutionary acts that classified by Searle (1975) in Wonder movie, that known as Representatives or Assertive, Directives, Comissives, Expressive and Declaration. Keywords: Movie / Film, Illocutionary, Pragmatic Approach.

ABSTRACTIn March 1961, war broke out in Northern Angola. The Portuguese authorities attributed the violence to the UPA – a nationalist movement led by Northern Angolan immigrants resident in Congo. The movement's leadership tried to keep in contact with its (potential) followers in Northern Angola by various means, pamphlets being one of the most important. Written for a local audience, these pamphlets provide an insight into the inner lines of communication – and internal hierarchies – of the nationalist movement. By using Darnton's ‘communication circuit’ model, this article investigates the processes of writing, distributing and reading the pamphlets and analyses their generic characteristics, and their position in a tradition of regional popular literacy. In so doing, an interpretation is offered of the social history of the pamphlets: they are treated as a historical subject in their own right. While they can be read as anti-colonial tracts, it is shown that the pamphlets' main concern is to establish the mandate of a leadership in exile over a constituency in Northern Angola.

AbstractWhich leadership qualities are most likely to be emphasized in news reports about leadership competitions, and are they attributed differently to women and men candidates? To answer this question, we conducted content and discourse analyses of 2,463 articles published by theGlobe and Mailnewspaper on 10 women and 17 men seeking the leadership of Canadian political parties since 1975. Our results show that women candidates were subjected to more negative and gendered assessments of their communication skills, intellectual substance and political experience than were men candidates. We also found little evidence that gendered media discourses about political leadership have changed over time, especially in the case of women in the strongest position to become the country's first national party leader or prime minister.

The article theoretically substantiated the approach to the study of cultural trauma through the analysis of memories of generations, characterized by signs of injury. Scientific tasks involved the identification of events that construct two generations of memories of a particular historical period and an analysis of how these events can be characterized as a cultural trauma. The study used survey methods and in-depth interviews. The sample was 83 respondents. The content of collective memories testifies to the marked signs of cultural trauma, which is associated with a certain historical period: for the generation of 1961—1975. These are the events of the late 80s — early 90s, which determine the beginning of changes in the political and economic system: perestroika, the collapse of the USSR; for the generation of “children of war”, this event is the Great Patriotic War and the postwar period. Theoretical analysis and empirical research suggest that cultural trauma is reflected in the memories of generations. The study also recorded post-memory processes, — the attitude of the younger generation to the traumatic events of the twentieth century, which are beyond personal experience.

AbstractIn the second half of the twentieth century, the transnational ‘Third World’ concept defined how people all over the globe perceived the world. This article explains the concept’s extraordinary traction by looking at the interplay of local uses and global contexts through which it emerged. Focusing on the particularly relevant setting of France, it examines the term’s invention in the context of the Cold War, development thinking, and decolonization. It then analyses the reviewPartisans(founded in 1961), which galvanized a new radical left in France and provided a platform for a communication about, but also with, the Third World. Finally, it shows how the association Cedetim (founded in 1967) addressed migrant workers in France as ‘the Third World at home’. In tracing the Third World’s local–global dynamics, this article suggests a praxis-oriented approach that goes beyond famous thinkers and texts and incorporates ‘lesser’ intellectuals and non-textual aspects into a global conceptual history in action.

<p><strong>Abstract.</strong> The establishment of a National Atlas requires a broad view on the thematic content. Traditionally, maps in atlases are accessed by selecting topics from a thematically structured menu. Many important and complex decisions have to be made by map authors regarding the selection and structure of topics which are considered as the essence of an atlas. In the following lines will be described how and why the selected topics have been realized in the Atlas of Switzerland (AoS) and on which concepts they are based on.</p><p><i>Thematic Concepts of National Atlases</i></p><p>A first guideline how to build up a national atlas has been published in 1960 by the international commission on national atlases lead by Salichtchev (Academie des Sciences de l’URSS). Among a brief historical review, general considerations and mathematical basis the report gives specific recommendations on the content of a national atlas. In the following years most of the national atlas committees orientated on Salichtchev’s principles (Ormeling, 1979). Nevertheless, since these days the subjects and objectives have been adjusted to contemporary needs and opportunities. The concepts of national atlases no longer followed a country-specific, but a socio-geographical approach in order to fulfil these complex challenges. The focus is primarily on the human-centred, which requires a problem-oriented and experience-oriented approach.</p><p>Today, three different genres of map themes can be distinguished in a national atlas: The first type includes the classical and traditional topics, which were primarily determined under Salichtchev’s commission. This includes maps that can be found in almost every national atlas (e.g. geology, population density, etc.). The second type of map deals with current issues that affect people and their environment (e.g. migration flows, desertification, etc.). The third genre includes maps that have been created to be visually and technically attractive. These maps are strongly individual and characterized by the fact that they are more about the implementation of the topic than about its content.</p><p><i>Thematic Structure</i></p><p>A well elaborated thematic structure is of great importance for an atlas. The thematic navigation is besides spatial navigation, visualisation, analysis and general atlas functions one of the five main functionality groups of a digital atlas (Sieber and Huber, 2007). Therefore, it especially plays a significant role with respect to usability. Maps can be selected using the thematically-arranged menu which are organized in multiple levels. This elaborated hierarchical organisation of the subject categories assists the user not only in navigation but also in maintaining an overview of related map topics. In a highly-interactive atlas combinations of multiple maps topics are required and an adequate thematic structure allows to provide specific and reasonable suggestions to the user.</p><p><i>Thematic Content and Structure in the Atlas of Switzerland</i></p><p>The very first printed AoS was published in 1961. The primary aim of the atlas was to present the diversity of the country's characteristic structures and processes. As a result, the focus was strongly country-specific. Until the late nineties, 596 maps were released. In the course of an evaluation and the advancing digitalization, a new concept for the future orientation of the National Atlas was elaborated. From then on, a broader range of topics with current and problem-related issues was to be dealt with (Projektgruppe Atlas der Schweiz, 1998).</p><p>When the first digital version of AoS was released in 2000, the atlas covered 250 topics in the categories of society, economy, state and politics. The second version published four years later consisted of about 1000 topics. Nature and environment were added to the previously integrated subject categories. The following third and predecessor version of the current atlas was released in 2010 and counted about 2000 topics. Transport, energy and communication have been included to the atlas as further categories. The recent on-line version is in process of being expanded and currently holds about 160 themes. Newly integrated categories are <i>History and Future, Landscape and Space</i> as well as <i>Tourism and Leisure time</i>. In addition, the two categories <i>Portrait of Switzerland</i> and <i>Global Switzerland</i> illustrate characteristic traits of Switzerland. The overall thematic structure is already defined, and we will therefore explain in this contribution which topics and how they have been selected.</p><p>Topics are derived from multiple sources. On the one hand, they are directly embedded in the socio-economic context of the current project. On the other hand, the topics are orientated towards existing cartographic products. For the AoS, previous versions were a fundamental source of information. In addition, there are other national atlases and geoportals which provide an excellent reference for the topics. A further thematic influence, which is becoming increasingly important today, results from interaction with users. User Activity Tracking (UAT) and direct feedbacks help to develop an appropriate and attractive structure of thematic content.</p><p>However, the topics from the manifold sources are subject to various limitations, which ultimately have a significant influence on the choice of topics. In principle, they are to be subordinated to conceptual provisions. The politics surrounding a national atlas project and its financing determine the framework conditions. Technical limits for implementation are also decisive and must be taken into account prior to the choice of topic. In addition, data availability and visualisation within the atlas impose certain restrictions.</p><p>In the presentation we will explain the selection of topics and their hierarchical organisation in the AoS in more detail. Thereby we will focus on the elaborated thematic concept of the latest version of the AoS and point out which intentions are being pursued. For example, more maps are to be produced on current issues affecting people. Furthermore, it is planned that more flagship maps will be published to highlight the visual and technical possibilities of the atlas. On the other hand, we will disclose alternative access options to maps. Traditionally in atlases, access to maps is mainly via the selection of topics in the menu. It is conceivable that access could be enabled via a specific locality. Based on this, map themes and elements that are relevant for this location could be proposed. A storytelling-based form of implementation could be another approach to access a map.</p>

With the increased efficiency of mass communication technology therehas been enhanced sophistication in its varied utilization. Correspondingly,a few fresher perspectives of mass media analysis have also appeared in recentyears.Wiebe's (1975) The Segmented Society offered a sociological interpretationof mass media contents which, according to him, aggravated the growingisolation of individuals from their social organizations. Williams (1982) wroteof serious dangers of the concentrated control of powerful media. In the sameyear, Berger (1982) dealt with the three types of media analysis techniquesfrom the perspectives of a) structural-functionalist; b) serniological; andc) Marxist. Berger sounded rather casual about the misuse of media by certainindividuals or groups. To him it seemed just a matter of varying perspectivesto find faults with each other's media systems in the tradition of inter-ideologicalrivalry among researchers subscribing to the three different schools of thought.Lowery and DeFleur (1983, 1988) identified the major milestone in theevolution of communication research. In this process, they discovered severalinstances of misuse of mass media and of media research for commercialand political purposes. But their disapproval of such practices in the Americansociety was relatively mild and subdued. Martin's and Chaudhary's (1983 )work seems to be the first comprehensive comparative investigation into massmedia systems currently operating in the world. They have compared andcontrasted modes of control, goals and roles of media in the Western,Communist, and the Third World nations. In relative terms, Martin andChaudhary are right in asserting that in the Western world "press freedombelongs primarily to the individual and secondarily to private groups." However,one needs to look deeper to be able to measure the extent to which the individualcontrols the Western media. It is this research concern that should lead usto a fuller discussion of the book under review here.Looking into the political economy of information in the global context,Mowlana (1988) justifies the "fear and frustration of Third World nations."He quotes Schiller (1981) to prove his point that the so-called 'free flow' ofinformation does not exist, for "There are 'selectors and controllers' who shiftand shape the messages that circulate in society." ...

Long-term variability of the cold subsurface water (CSW) in the Okhotsk Sea is analyzed on the base of all available oceanographic data collected in March through August of 1946-2015 (total 65,742 stations). The Integral Heat Content (IHC) is calculated for each station and average annual IHC anomalies of the cold subsurface water are determined by month and by 2-degree grid. The IHC anomaly series are analyzed using the EOF analysis. Cycles with period of approximately 30 years are revealed in the variations of the subsurface layer heat content. Thus, in the 1946-1950, its temperature decreased, but it grew since 2009-2010 to 2015. The warming of CSW was also observed in the 1951-1964 and 1978-1994, while the cooling was in the 1965-1977 and 1995-2008. Based on this criterion, the CSW thermal condition in certain years is classified as «extremely cold» in 2001, as «cold» in 1949, 1950, 1951, 1958, 1959, 1960, 1966, 1967, 1969, 1973, 1976, 1977, 1978, 1980, 1999, 2000, 2010, 2012, as «normal» in 1946, 1952, 1953, 1954, 1955, 1957, 1961, 1962, 1965, 1970, 1971, 1972, 1975, 1979, 1982, 1983, 1985, 1986, 1988, 1989, 1990, 1993, 1995, 1996, 1998, 2002, 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2011, 2013, 2014, as «warm» in 1948, 1956, 1964, 1968, 1974, 1981, 1984, 1987, 1991, 1992, 1994, 1997, 2015, and as «extremely warm» in 1963. Statistically significant correlation is found between changes of the CSW thermal conditions and long-term variations of atmosphere and ocean climate indices, as well as local patterns of the atmosphere-ice-ocean interaction in the Okhotsk Sea and adjacent onshore and offshore areas of Asia and the Pacific Ocean.

The article deals with the Christmas messages of two Spanish monarchs, Juan Carlos I and Philip VI, issued from 1975 to 2018. These texts are considered to be a ritual genre of institutional discourse and are analyzed in the context of political rhetoric. Since the restoration of the monarchy in Spain in 1975, the Spanish King’s Christmas messages are thought to be the main instrument of communication of the Head of State with his citizens. Although they do not have any legal status and belong to the realm of customs and traditions, these speeches receive wide media coverage because they are one of the few occasions when the monarch addresses the Spanish people on television. This paper highlights the idea that the messages are ideologically driven and politically motivated since their major purpose is to strengthen the image of the monarchy and to convince people of the necessity and advantages of peaceful coexistence, respect for the law, and national pride. The article also focuses on the images of the past, the future, the speaker, the addressee (Spanish society), and the country. The scientific value of this paper is in providing a comparative analysis of the communicative potential of the Christmas speeches issued by Juan Carlos I and Felipe VI. It was revealed that the two monarchs appealed to the same values and feelings of their people. Juan Carlos I and Felipe VI underlined the importance of peaceful coexistence in Spain, a highly democratic country where the monarch is the symbol of its unity and permanence. As for linguistic aspects, the speeches comply with the rules of classical oratory and are characterized by a set of common features: for instance, both monarchs employ the same rhetorical devices and communicative strategies in order to impact the audience and make the message more direct and influential. Nevertheless, Felipe VI makes his messages more personal, emotional and appealing, in comparison with the messages of his predecessor. The authors described invariant and variative features of the Christmas speeches issued by two Spanish monarchs taking into account some differences which can be explained by the social, economic and political context of modern Spain.

Portugal and its image experienced a re-foundation process in the 30s and 40s of the 20th century promoted for ideological propaganda, which expressed itself as a profound regulation of urban intervention, lead by the Ministry of Public Works and Communications. Simultaneously, the University of Coimbra, a national symbol and an overseas cultural exchange platform, had to follow that change for modernization, which represented the national capacity of entrepreneurship and evidenced the nation’s strength and power on the international political stage and also its global influence. The upper part of Coimbra, the Alta, suffered a significant transformation due to a process occurring from 1934 to 1975, manifesting it by turning into a mono-functional citadel. These transformations started in the 40’s, when several demolitions, determined in the master plan, marked the beginning of the works. The aim of this paper is to highlight the project’s purposes that were used throughout the process of transformations from that period of that part of the Alta in the University City of Coimbra (UCC), taking into account the role that public space assumed in the new urban spatial organization. Through analyses of the master plans of the University City works, it is possible to verify the connection and fusion between the university citadel and the city, that is, between the university space and its urban context. While, in Europe, tabula rasa was a consequence of the destruction caused by war, in Portugal it was a project methodology to achieve the necessary space for construction. That was quite evident in this case, where the “blank slate”, so precious for the creative process of the Modern Movement, was made possible due to an assumption of power by the state.

У статті досліджується актоіллокутивний потенціал англійського побутового дискурсу виправдання шляхом зіставлення іллокутивних характеристик частотних у дискурсі виправдання мовленнєвих актів. Спираючись на змодельовані конструкти змісту виправдання, дифенсивну інтенцію мовця визначено передумовою породження дискурсу виправдання. У результаті вивчення наявних у науковій літературі класифікацій мовленнєвих актів визначено, що домінантна іллокутивна сила дискурсу виправдання включає складові інформування та переконування, що типово представлено констативом та асертивом. Власне мовленнєвий акт виправдання визначено як кредитив з включеною перлокуцією винесення виправдального вердикту, яким регулюється міжсуб’єктна взаємодія. Література References Вендлер З. Причинные отношения // Новое в зарубежной лингвистике. – Вып. 18:Логический анализ естественного языка. – М.: Прогресс, 1986. – С. 264–277.Vendler, Z. (1986). Prichinnije otnoshenija [Causal Relations]. 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The cognitive specificity of social pedagogy is its interest in the issues related to social conditionings of human development and, respectively, the specific social conditionings of the upbringing process. The notion has been developed in various directions since the very beginning of the discipline, yet the most clearly visible area seems to be the functioning of individuals, families and broader environment. Simultaneously, it is possible to observe that the issues have been entangled in certain socio-political conditions, the knowledge of which is substantial for the reconstruction and identification of the research heritage of social pedagogy. All these interrelationships allowed to distinguish particular stages of development of social pedagogy. Contemporarily, it is a discipline with descent scientific achievements which marks out and indicates new perspectives both in the field of educational practice and the theory of social activity. Social pedagogy, similarly to other areas (subdisciplines) of pedagogy, deals with the notion of upbringing in a certain aspect – in a certain problem inclination. It specializes in social and environmental conditionings of the upbringing process. It is the thread of the social context of upbringing what proves to be the crucial, basic and fundamental determinant of upbringing and, thus, decisive factor for human development. This notion was always present in the general pedagogical thought however, its organized and rationalized character surfaced only when the social pedagogy was distinguished as a separate, systematic area of pedagogy. It occurred in Poland only at the beginning of the 19th century. From the very beginning the creators and precursors of this subdiscipline pointed out its relatively wide range. It has been the notion of individual – social conditionings of human development, yet, social pedagogists were interested in human at every stage of their lives i.e. childhood, adolescence, adulthood and old age. Another area of interest were the issues related to family as the most important “place” of human development and, in this respect, the issues connected with institutions undertaking various activities: help, care, support and animation. Finally, the scope of interest included issues related to the environment as the place where the upbringing process is supposed to realize and realizes. Since the very beginning of social pedagogy these have been the prominent threads for exploration. At the same time it ought to be stated that these threads have always been interwoven with various social-political conditions both with regards to their interpretation as well as possible and planned educational practice. Therefore social pedagogy and its findings must be always “read” in the context of social-political conditions which accompanied the creation of a given thought or realization of some educational practice. As these conditions have constantly been undergoing certain transformations one may clearly distinguish particular stages of development of social pedagogy. The stages reflect various approaches to exploring and describing the above-mentioned areas of this discipline. Following the assumptions regarding the chronology of social pedagogy development and the three distinguished stages of development, it seems worthwhile to study how the issues related to an individual, family and environment were shaped at these stages. The first stage when the social psychology was arising was mainly the time of Helena Radlińska’s activities as well as less popular and already forgotten Polish pedagogists – precursors of this discipline such as: Anna Chmielewska, Irena Jurgielewiczowa, Zofia Gulińska or Maria Korytowska. In that period social pedagogists mainly dealt with individuals, families and the functioning of environments in the context of educational activities aimed at arousing national identity and consciousness. However, their work did no focus on indicating the layers of threats and deficits in functioning of individuals, social groups or families but on the possibilities to stimulate their development and cultural life. Therefore social pedagogy of those times was not as strongly related to social work as it currently is but dealt mainly with educational work. The classic example of such approach in the research carried out in the social pedagogy of that time may be the early works by Helena Radlińska who undertook the narrow field of cultural-educational work targeted to all categories of people. The works described such issues as the organization of libraries, organizing extra-school education (H. Orsza, 1922, H. Orsza-Radlińska, 1925). It ought to be stated that this kind of work was regarded as public and educational work, whereas currently it exists under the name of social work. Frequently quoted works related to the issues of arising social pedagogy were also the works by Eustachy Nowicki e.g. “Extra-school education and its social-educational role in the contemporary Polish life” from 1923 or the works by Stefania Sempołowska, Jerzy Grodecki or Jadwiga Dziubińska. Such an approach and tendencies are clearly visible in a book from 1913 (a book which has been regarded by some pedagogists as the first synthetic presentation of social pedagogy). It is a group work entitled “Educational work – its tasks, methods and organization” (T. Bobrowski, Z. Daszyńska-Golińska, J. Dziubińska, Z. Gargasa, M. Heilperna, Z. Kruszewska, L. Krzywicki, M. Orsetti, H. Orsza, St. Posner, M. Stępkowski, T. Szydłowski, Wł. Weychert-Szymanowska, 1913). The problem of indicated and undertaken research areas and hence, the topics of works realized by the social pedagogists of that times changed immediately after regaining independence and before World War II. It was the time when the area of social pedagogists interests started to include the issues of social inequality, poverty and, subsequently, the possibility of helping (with regards to the practical character of social pedagogy). The research works undertaken by social pedagogists were clearly of diagnostic, practical and praxeological character. They were aimed at seeking the causes of these phenomena with simultaneous identification and exploration of certain environmental factors as their sources. A classic example of such a paper – created before the war – under the editorial management of H. Radlińska was the work entitled “Social causes of school successes and failures” from 1937 (H. Radlińska, 1937). Well known are also the pre-war works written by the students of H. Radlińska which revealed diagnostic character such as: “The harm of a child” by Maria Korytowska (1937) or “A child of Polish countryside” edited by M. Librachowa and published in Warsaw in 1934 (M. Librachowa, 1934). Worthwhile are also the works by Czesław Wroczyński from 1935 entitled “Care of an unmarried mother and struggle against abandoning infants in Warsaw” or the research papers by E. Hryniewicz, J. Ryngmanowa and J. Czarnecka which touched upon the problem of neglected urban and rural families and the situation of an urban and rural child – frequently an orphaned child. As it may be inferred, the issues of poverty, inefficient families, single-parent families remain current and valid also after the World War II. These phenomena where nothing but an outcome of various war events and became the main point of interest for researchers. Example works created in the circle of social pedagogists and dealing with these issues may be two books written in the closest scientific environment of Helena Radlińska – with her immense editorial impact. They are “Orphanage – scope and compensation” (H. Radlińska, J. Wojtyniak, 1964) and “Foster families in Łódź” (A. Majewska, 1948), both published immediately after the war. Following the chronological approach I adopted, the next years mark the beginning of a relative stagnation in the research undertaken in the field of social pedagogy. Especially the 50’s – the years of notably strong political indoctrination and the Marxist ideological offensive which involved building the so called socialist educational society – by definition free from socio-educational problems in public life. The creation and conduction of research in this period was also hindered due to organizational and institutional reasons. The effect of the mentioned policy was also the liquidation of the majority of social sciences including research facilities – institutes, departments and units. An interesting and characteristic description of the situation may be the statement given by Professor J. Auletner who described the period from the perspective of development of social policy and said that: “During the Stalinist years scientific cultivation of social policy was factually forbidden”. During the period of real socialism it becomes truly difficult to explore the science of social policy. The name became mainly the synonym of the current activity of the state and a manifestation of struggles aimed at maintaining the existing status quo. The state authorities clearly wanted to subdue the science of social activities of the state […]. During the real socialism neither the freedom for scientific criticism of the reality nor the freedom of research in the field of social sciences existed. It was impossible (yet deliberated) to carry out a review of poverty and other drastic social issues” (J. Auletner, 2000). The situation changes at the beginning of the 60’s (which marks the second stage of development of social pedagogy) when certain socio-political transformations – on the one hand abandoning the limitation of the Stalinist period (1953 – the death of Stalin and political thaw), on the other – reinforcement of the idea of socialist education in social sciences lead to resuming environmental research. It was simultaneously the period of revival of Polish social pedagogy with regards to its institutional dimension as well as its ideological self-determination (M. Cichosz, 2006, 2014). The issues of individuals, families and environments was at that time explored with regards to the functioning of educational environments and in the context of exploring the environmental conditionings of the upbringing process. Typical examples here may be the research by Helena Izdebska entitled “The functioning of a family and childcare tasks” (H. Izdebska, 1967) and “The causes of conflicts in a family” (H. Izdebska, 1975) or research conducted by Anna Przecławska on adolescents and their participation in culture: “Book, youth and cultural transformations” (A. Przecławska, 1967) or e.g. “Cultural diversity of adolescents against upbringing problems” (A. Przecławska, 1976). A very frequent notion undertaken at that time and remaining within the scope of the indicated areas were the issues connected with organization and use of free time. This may be observed through research by T. Wujek: “Homework and active leisure of a student” (T. Wujek, 1969). Another frequently explored area was the problem of looking after children mainly in the papers by Albin Kelm or Marian Balcerek. It is worthwhile that the research on individuals, families or environments were carried out as part of the current pedagogical concepts of that time like: parallel education, permanent education, lifelong learning or the education of adults, whereas, the places indicated as the areas of human social functioning in which the environmental education took place were: family, school, housing estate, workplace, social associations. It may be inferred that from a certain (ideological) perspective at that time we witnessed a kind of modeling of social reality as, on the one hand particular areas were diagnosed, on the other – a desired (expected) model was built (designed) (with respect to the pragmatic function of practical pedagogy). A group work entitled “Upbringing and environment” edited by B. Passini and T. Pilch (B. Passini, T. Pilch, 1979) published in 1979 was a perfect illustration of these research areas. It ought to be stated that in those years a certain model of social diagnosis proper for undertaken social-pedagogical research was reinforced (M. Deptuła, 2005). Example paper could be the work by I. Lepalczyk and J. Badura entitled: “Elements of pedagogical diagnostics” (I. Lepalczyk, J. Badura, 1987). Finally, the social turning point in the 80’s and 90’s brought new approaches to the research on individuals, families and environments which may be considered as the beginning of the third stage of the development of social pedagogy. Breaking off the idea of socialist education meant abandoning the specific approach to research on the educational environment previously carried out within a holistic system of socio-educational influences (A. Przecławska, w. Theiss, 1995). The issues which dominated in the 90’s and still dominate in social pedagogy with regards to the functioning of individuals, families and local environments have been the issues connected with social welfare and security as well as education of adults. Research papers related to such approach may be the work by Józefa Brągiel: “Upbringing in a single-parent family” from 1990; the work edited by Zofia Brańka “The subjects of care and upbringing” from 2002 or a previous paper written in 1998 by the same author in collaboration with Mirosław Szymański “Aggression and violence in modern world” published in 1999 as well as the work by Danuta Marzec “Childcare at the time of social transformations” from 1999 or numerous works by St. Kawula, A. Janke. Also a growing interest in social welfare and social work is visible in the papers by J. Brągiel and P. Sikora “Social work, multiplicity of perspectives, family – multiculturalism – education” from 2004, E. Kanwicz and A. Olubiński: “Social activity in social welfare at the threshold of 21st century” from 2004 or numerous works on this topic created by the circles gathered around the Social Pedagogy Faculty in Łódź under the management of E. Marynowicz-Hetka. Current researchers also undertake the issues related to childhood (B. Smolińska-Theiss, 2014, B. Matyjas, 2014) and the conditionings of the lives of seniors (A. Baranowska, E. Kościńska, 2013). Ultimately, among the presented, yet not exclusive, research areas related to particular activities undertaken in human life environment (individuals, families) and fulfilled within the field of caregiving, social welfare, adult education, socio-cultural animation or health education one may distinguish the following notions:  the functioning of extra-school education institutions, most frequently caregiving or providing help such as: orphanage, residential home, dormitory, community centre but also facilities aimed at animating culture like youth cultural centres, cultural centres, clubs etc.,  the functioning of school, the realization of its functions (especially educational care), fulfilling and conditioning roles of student/teacher, the functioning of peer groups, collaboration with other institutions,  the functioning (social conditionings) of family including various forms of families e.g. full families, single-parent families, separated families, families at risk (unemployment) and their functioning in the context of other institutions e.g. school,  social pathologies, the issues of violence and aggression, youth subcultures,  participation in culture, leisure time, the role of media,  the functioning of the seniors – animation of activities in this field,  various dimensions of social welfare, support, providing help, the conditionings of functioning of such jobs as the social welfare worker, culture animator, voluntary work. It might be concluded that the issues connected with individuals, families and environment have been the centre of interest of social pedagogy since the very beginning of this discipline. These were the planes on which social pedagogists most often identified and described social life – from the perspective of human participation. On the course of describing the lives of individuals, families and broader educational environments social pedagogists figured out and elaborated on particular methods and ways of diagnosing social life. Is it possible to determine any regularities or tendencies in this respect? Unquestionably, at the initial stage of existence of this discipline, aimed at stimulating national consciousness and subsequent popularization of cultural achievements through certain activities – social and educational work, social pedagogists built certain models of these undertakings which were focused on stimulating particular social activity and conscious participation in social life. The issues concerning social diagnosis, though not as significant as during other stages, served these purposes and hence were, to a certain extent, ideologically engaged. The situation changed significantly before and shortly after the World War II. Facing particular conditions of social life – increase in many unfavourable phenomena, social pedagogists attempted to diagnose and describe them. It seems to have been the period of clear shaping and consolidation of the accepted model of empirical research in this respect. The model was widely accepted as dominating and has been developed in Polish social pedagogy during the second and subsequent stages of developing of this discipline. Practical and praxeological character of social pedagogy became the main direction of this development. Consequently, social diagnosis realized and undertaken with regard to social pedagogy was associated with the idea of a holistic system of education and extra-school educational influences and related educational environments. Therefore, the more and more clearly emphasized goal of environmental research – forecasting, was associated with the idea of building holistic, uniform educational impacts. After the systemic transformation which occurred in Poland in the 90’s, i.e. the third stage of social pedagogy development, abandoning the previous ideological solutions, environmental research including diagnosis was reassociated with social life problems mainly regarding social welfare and security. Individuals, families and environment have been and still seem to be the subject of research in the field of social pedagogy in Poland. These research areas are structurally bound with its acquired paradigm – of a science describing transformations of social life and formulating a directive of practical conduct regarding these transformations. A question arouses about the development of social pedagogy as the one which charts the direction of transformations of practices within the undertaken research areas. If it may be considered as such, then it would be worthwhile to enquire about the directions of the accepted theoretical acknowledgments. On the one hand we may observe a relatively long tradition of specifically elaborated and developed concepts, on the other – there are still new challenges ahead. Observing the previous and current development of Polish social pedagogy it may be inferred that its achievements are not overextensive with regards to the described and acquired theoretical deliberations. Nevertheless, from the very beginning, it has generated certain, specific theoretical solutions attempting to describe and explain particular areas of social reality. Especially noteworthy is the first period of the existence of this discipline, the period of such social pedagogists like i.a. J.W. Dawid, A. Szycówna, I. Moszczeńska or Helena Radlińska. The variety of the reflections with typically philosophical background undertaken in their works (e.g. E. Abramowski) is stunning. Equally involving is the second stage of development of social pedagogy i.e. shortly after the World War II, when Polish social pedagogy did not fully break with the heritage of previous philosophical reflections (A. Kamiński, R. Wroczyński) yet was developed in the Marxist current. A question arouses whether the area of education and the projects of its functioning of that time were also specific with regards to theory (it seems to be the problem of the whole Socialist pedagogy realised in Poland at that time). The following years of development of this discipline, especially at the turn of 80’s and 90’s was the period of various social ideas existing in social pedagogy – the influences of various concepts and theories in this field. The extent to which they were creatively adapted and included in the current of specific interpretations still requires detailed analysis, yet remains clearly visible. Another important area is the field of confronting the theories with the existing and undertaken solutions in the world pedagogy. A. Radziewicz-Winnicki refers to the views of the representatives of European and world social thought: P. Bourdieu, U. Beck, J. Baudrillard, Z. Bauman and M. Foucault, and tries to identify possible connections and relationships between these ideas and social pedagogy: “the ideas undertaken by the mentioned sociologists undoubtedly account for a significant source of inspiration for practical reflection within social pedagogy. Therefore, it is worthwhile to suggest certain propositions of their application in the field of the mentioned subdiscipline of pedagogy” (Radziewicz-Winnicki 2008). The contemporary social pedagogy in Poland constantly faces numerous challenges. W. Theiss analysed the contemporary social pedagogy with regards to its deficiencies but also the challenges imposed by globalisation and wrote: “Modern social pedagogy focuses mainly on the narrow empirical research and narrow practical activity and neglects research in the field of theory functioning separately from the realms of the global (or globalising) world or pays insufficient attention to these problems. It leads to a certain self-marginalisation of our discipline which leaves us beyond the current of main socio-educational problems of modern times. In this respect, it seems worthwhile and necessary to carry out intensive conceptual and research work focused on e.g. the following issues:  metatheory of social pedagogy and its relationship with modern trends in social sciences;  the concepts of human and the world, the concepts of the hierarchy of values;  the theory of upbringing, the theory of socialization, the theory of educational environment;  a conceptual key of the modern reality; new terms and new meanings of classical concepts;  socio-educational activities with direct and indirect macro range e.g. balanced development and its programmes, global school, intercultural education, inclusive education, professional education of emigrants”. Considering the currently undertaken research in this field and the accepted theoretical perspectives it is possible to indicate specific and elaborated concepts. They fluctuate around structural spheres of social pedagogy on the axis: human – environment – environmental transformations. It accounts for an ontological sphere of the acknowledged concepts and theories. Below, I am enumerating the concepts which are most commonly discussed in social pedagogy with regards to the acquired and accepted model. Currently discussed theoretical perspectives (contexts) in social pedagogy and the concepts within. I. The context of social personal relationships  social participation, social presence;  social communication, interaction;  reciprocity. II. The context of social activities (the organization of environment)  institutionalisation;  modernization;  urbanization. III. The context of environment  space;  place;  locality. The socially conditioned process of human development is a process which constantly undergoes transformations. The pedagogical description of this process ought to include these transformations also at the stage of formulating directives of practical activities – the educational practice. It is a big challenge for social pedagogy to simultaneously do not undergo limitations imposed by current social policy and response to real social needs. It has been and remains a very important task for social pedagogy.

The pandemic of COVID-19 has afflicted every individual and has initiated a cascade of directly or indirectly involved events in precipitating mental health issues. The human species is a wanderer and hunter-gatherer by nature, and physical social distancing and nationwide lockdown have confined an individual to physical isolation. The present review article was conceived to address psychosocial and other issues and their aetiology related to the current pandemic of COVID-19. The elderly age group has most suffered the wrath of SARS-CoV-2, and social isolation as a preventive measure may further induce mental health issues. Animal model studies have demonstrated an inappropriate interacting endogenous neurotransmitter milieu of dopamine, serotonin, glutamate, and opioids, induced by social isolation that could probably lead to observable phenomena of deviant psychosocial behavior. Conflicting and manipulated information related to COVID-19 on social media has also been recognized as a global threat. Psychological stress during the current pandemic in frontline health care workers, migrant workers, children, and adolescents is also a serious concern. Mental health issues in the current situation could also be induced by being quarantined, uncertainty in business, jobs, economy, hampered academic activities, increased screen time on social media, and domestic violence incidences. The gravity of mental health issues associated with the pandemic of COVID-19 should be identified at the earliest. Mental health organization dedicated to current and future pandemics should be established along with Government policies addressing psychological issues to prevent and treat mental health issues need to be developed. References World Health Organization (WHO) Coronavirus Disease (COVID-19) Dashboard. 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Public engagement of scientists is defined as “all kinds of publicly accessible communication carried out by people presenting themselves as scientists. This includes scholarly communication directed at peers as well as science communication directed at lay publics” (Jünger & Fähnrich, 2019, p. 7). Field of application/theoretical foundation: The variable “public engagement of scientists” can be differentiated according to the following three main dimensions (Jünger & Fähnrich, 2019): Directions of engagement: Describes the extent to which communication scientists on Twitter connect with people from different sectors of society (e.g. science, politics, media, economy). This allows conclusions to the potential influence of scientists reaching specific audiences beyond the scientific community (Jünger & Fähnrich, 2019). Topics of engagement: Previous research reveals that social scientists not only act as experts in their research field, but often present themselves as public intellectuals by also referring to political and social issues (Albæk, Christiansen, & Togeby, 2003; Fähnrich & Lüthje, 2017). For this reason, communication scientists are expected to communicate not only on scientific but also on political or economic issues. Modes of engagement: In addition to disseminating information, social networking sites also allow for more interactive ways of maintaining relationships. Thus, following Ellison and Boyd (2013), it can be assumed that communication on social networking sites can be both content-centered and user-centered. This dimension can be linked to the speech act theory (Klemm, 2000; Searle, 1990), according to which every use of language has a performative function. References/combination with other methods of data collection: In some cases, a mixed method approach, employing two data collection methods, is applied: a content analysis is complemented by a survey to gain information about the science communicators such as demographic information (Hara, Abbazio, & Perkins, 2019). Furthermore, their social networks are investigated by means of network analysis (Walter, Lörcher, & Brüggemann, 2019). Example studies: Hara et al. (2019); Jahng & Lee (2018); Kouper (2010); Mahrt & Puschmann (2014); Walter et al. (2019) Information on Jünger & Fähnrich, 2019 Authors: Jakob Jünger & Birte Fähnrich, 2019 Research questions: How can the public engagement of scientists in the context of online communication be conceptualized? Which types of engagement occur in the Twitter activity of communication scholars? Object of analysis: Tweets and followers belonging to the Twitter profiles of communication scientists who are following the International Communication Association (ICA) on Twitter (only German- and English-speaking users) Timeframe of analysis: Data collection in September 2017 Info about variables Variable name/definition: Subject area of the content of the tweets Level of analysis: Tweet Values: - Science-related topics (research, teaching) - Non-scientific topics (politics, economy, media, sports, environment, society, leisure time, and others) Scale of measurement: Nominal Reliability: Gwet’s AC1: 0,71 – 1,00; Holsti: 0,82 – 1,00 Variable name/definition: Language patterns of communication scientists (Speech acts) Level of analysis: Tweet Values: - Actor-centered patterns (discussing, activating, socializing), - Content-centered patterns (reporting, commenting), - Other language patterns Scale of measurement: Nominal Reliability: Gwet’s AC1: 0,54 – 0,95; Holsti: 0,75 – 1,00 Variable name/definition: References of the communication scientists on Twitter Level of analysis: Tweet Values: - Self-reference, - Reference to specific actor, - Reference to other unspecific actor, - No reference to actors Scale of measurement: Nominal Reliability: Gwet’s AC1: 0,83 – 0,87; Holsti: 0,88 – 0,93 Variable name/definition: Type of actor (followers of the investigated scientists) Level of analysis: Self description in profile Values: Person, Organization Scale of measurement: Nominal Reliability: Gwet’s AC1: 0,89; Holsti: 0,91; Kappa: 0,84; Krippendorffs’ Alpha: 0,84 Variable name/definition: Social sphere of action of the followers Level of analysis: Self description in profile Values: - Science (communication science, other sciences, science in general) - Politics (party, state/administration, activists & lobbyists) - Media (media & journalism, news & comments) - Economy (communication industry, other economic sectors) - Arts & Entertainment - Health - Other (Other areas of activity, personal interests) Scale of measurement: Nominal Reliability: Gwet’s AC1: 0,81 – 0,87; Holsti: 0,82 – 0,88; Kappa: 0,83 – 0,85; Krippendorffs’ Alpha: 0,83 – 0,85 Codebook: in the appendix (in German) Information on Walter, Lörcher & Brüggemann, 2019 Authors: Stefanie Walter, Ines Lörcher & Michael Brüggemann Research question: How do scientists interact with politicians and civil society on Twitter? Object of analysis: Climate-related English-language Tweets posted by scientists from the United States (to classify the Twitter users, an automated content analysis, a dictionary approach, was applied; Krippendorffs’ Alpha: 0,74) Timeframe of analysis: Data collection took place from October 1, 2017 to March 31, 2018 Variable name/definition: Mode and content of communication Level of analysis: Tweet Values: Negative emotion, Certainty Scale of measurement: Linguistic Inquiry and Word Count (LIWC) program for computerized text analysis Reliability: – Codebook: in the appendix (R-Script) Information on Hara et al., 2019 Authors: Noriko Hara, Jessica Abbazio & Kathryn Perkins Research questions: What kind of demographic characteristics do the scientists participating in “Science” subreddit AMAs have? [survey] What was the experience like to host an AMA in the “Science” subreddit? [survey] What type of discussions did “Science” subreddit AMA participants engage in? Do questions receive answers? What are posters’ intentions? What kind of content features appear? Who is posting comments? What kind of responses do posts receive? Object of analysis: Six Ask Me Anything (AMA) sessions on Reddit’s “Science” subreddit (r/science) Timeframe of analysis: – Info about variable Variable name/definition: Poster’s intentions (PI); Answer status (AS); Comment status (CS); Poster’s identity (PID); Content features (CF) Level of analysis: Post Values: - PI: Seeking information, Seeking discussion, Non-questions/comments, Further discussion/interaction among users, Answering a question - AS: Answered, Not answered - CS: Commented on, Not commented on - PID: Host, Participant – flair, Participant – no flair - CF: Providing factual information, Providing opinions, Providing resources, Providing personal experience, Providing guidance on forum governance, Making an inquiry – initial question, Making an inquiry – embedded question, Requesting resources, Off-topic comment Scale of measurement: Nominal Reliability: Intercoder reliability ranged between 0.66 and 1.0 calculated by Cohen’s Kappa Codebook: in the appendix (in English) References Albæk, E., Christiansen, P. M., & Togeby, L. (2003). Experts in the mass media: Researchers as sources in Danish daily newspapers, 1961–2001. Journalism & Mass Communication Quarterly, 80(4), 937–948. Ellison, N. B., & Boyd, D. M. (2013). Sociality through social network sites. In W. H. Dutton, N. B. Ellison, & D. M. Boyd (Eds.), The Oxford Handbook of Internet Studies (pp. 151–172). Oxford: Oxford University Press. Fähnrich, B., & Lüthje, C. (2017). Roles of Social Scientists in Crisis Media Reporting: The Case of the German Populist Radical Right Movement PEGIDA. Science Communication, 39(4), 415–442. Hara, N., Abbazio, J., & Perkins, K. (2019). An emerging form of public engagement with science: Ask Me Anything (AMA) sessions on Reddit r/science. PloS One, 14(5), e0216789. Jahng, M. R., & Lee, N. (2018). When scientists tweet for social changes: Dialogic communication and collective mobilization strategies by flint water study scientists on Twitter. Science Communication, 40(1), 89–108. https://doi.org/10.1177/1075547017751948 Jünger, J., & Fähnrich, B. (2019). Does really no one care?: Analyzing the public engagement of communication scientists on Twitter. New Media & Society, 7(2), 146144481986341. Klemm, M. (2000). Zuschauerkommunikation: Formen und Funktionen der alltäglichen kommunikativen Fernsehaneignung [Audience Communication: Forms and Functions of Everyday Communicative Appropriation of Television]. Frankfurt am Main: Lang. Kouper, I. (2010). Science blogs and public engagement with science: Practices, challenges, and opportunities. Journal of Science Communication, 09(01). Mahrt, M., & Puschmann, C. (2014). Science blogging: An exploratory study of motives, styles, and audience reactions. Journal of Science Communication, 13(03). Searle, J. R. (1990). Sprechakte: Ein sprachphilosophischer Essay [Speech Acts: An Essay on the Philosophy of Language]. Frankfurt am Main: Suhrkamp. Walter, S., Lörcher, I., & Brüggemann, M. (2019). Scientific networks on Twitter: Analyzing scientists’ interactions in the climate change debate. Public Understanding of Science, 28(6), 696–712.

The studies about language use in the past several years showed the existence of gender inequalities. According to Lakoff (1975), women are pressured to show the feminine qualities of weakness and frequently subordinate status toward men in a male-dominated society. However, nowadays, women's position in society is equal to men's position. The evidence that women are now equal to men invites the writer to study men's and women's language features and the politeness strategies used by men and women, especially in CMC (Computer-Mediated Communication). This study was a Qualitative Content Analysis (QCA) study used to describe the meaning of qualitative data systematically. The result did not align with the previous studies: it showed that women were also aggressive when giving an argument, and politeness strategies were not the most used in the forum discussion; it was bald of record instead. In sum, Herring's (1993) features of women's and men's language were not valid in this study, and some of them need to be revised. Further studies about politeness strategies in CMC should be explored more.

The variable impoliteness is an indicator used to describe violations of communication norms. These norms can be social norms established within a society, a culture or parts of a society (e.g. a social class, milieu or group). In this sense impoliteness is associated with, among other things, aggressive, offensive or derogatory communication expressed directly or indirectly to other individuals or parties. More specifically name calling, vulgar expressions or aspersions are classified as examples of impolite statements (e.g. Papacharissi, 2004; Seely, 2017). While some scholars distinguish between impoliteness and incivility and argue that impoliteness is more spontaneous, unintentional and more frequently regretted than incivility (e.g. Papacharissi, 2004; Rowe, 2015), other scholars include impoliteness into the concept of incivility and argue that the two concepts have no clear boundaries (Coe, Kenski, & Rains, 2014; e.g. Seely, 2017). In many studies a message is classified as impolite if the message contains at least one instance of impoliteness (e.g. a swear word). The direction of an impolite statement is coded as ‘interpersonal’/‘personal’ or ‘other-oriented’/‘impersonal’ or sometimes also as ‘neutral’, meaning it is not directed at any group or individual. Field of application/theoretical foundation: Impoliteness is a broader concept of violations of norms in communication that, in digital communication research, is often referred to in studies on incivility. Politeness can be related to theories on social norms of communication and conversation, for example conversational-maxims (Grice, 1975), face-saving concepts (Brown & Levinson, 1987; Goffman, 1989) or conversational-contract theories (Fraser, 1990). References/combination with other methods of data collection: Impoliteness is examined through content analysis and is sometimes combined with comparative designs (e.g., Rowe, 2015) or experimental designs (Muddiman, 2017; Oz, Zheng, & Chen, 2017). In addition, content analyses can be accompanied by interviews or surveys, for example to validate the results of the content analysis (Erjavec & Kova?i?, 2012). Example studies: Research question/research interest: Previous studies have been interested in the extent, levels and direction of impoliteness in online communication (e.g. in one specific online discussion, in discussions on a specific topic, in discussions on a specific platform or on different platforms comparatively). Object of analysis: Previous studies have investigated impoliteness in user comments on political newsgroups, news websites, social media platforms (e.g. Twitter, Facebook), political blogs, science blogs or online consultation platforms. Timeframe of analysis: Content analysis studies investigate impoliteness in user comments focusing on periods between 2 months and 1 year (Coe et al., 2014; Rowe, 2015; Seely, 2017). It is common to use constructed weeks. Level of analysis: Most manual content analysis studies measure impoliteness on the level of a message, for example on the level of user comments. On a higher level of analysis, the level of impoliteness for a whole discussion thread or online platform could be measured or estimated. On a lower level of analysis impoliteness can be measured on the level of utterances, sentences or words which are the preferred levels of analysis in automated content analyses. Table 1. Previous manual content analysis studies and measures of impoliteness Example study Construct Dimensions/Variables Explanation/example Reliability Papacharissi (2004) impoliteness (separate from incivility) name-calling e.g. “weirdo”, “traitor”, “crackpot” Ir = .91 aspersion e.g. “reckless”, “irrational”, “un-American” Ir = .91 synonyms for liar e.g. “hoax”, “farce” N/A hyperboles e.g. “outrageous”, “heinous” N/A non-cooperation - N/A pejorative speak - N/A vulgarity e.g. ”shit”, “damn”, “hell” Ir = .89 sarcasm - N/A all-capital letters used online to reflect shouting N/A impoliteness Ir = .90 Coe et al. (2014) impoliteness (included in incivility) name-calling mean-spirited or disparaging words directed at a person or group of people K-? = .67 aspersion mean-spirited or disparaging words directed at an idea, plan, policy, or behavior K-? = .61 reference to lying stating or implying that an idea, plan, or policy was disingenuous K-? = .73 vulgarity using profanity or language that would not be considered proper (e.g., “pissed”, “screw”) in professional discourse K-? = .91 pejorative for speech disparaging remark about the way in which a person communicates K-? = .74 impoliteness/incivility K-? = .73 Rowe (2015) impoliteness (separate from incivility) name-calling e.g., “gun-nut”, “idiot”, “fool” ? = .82 aspersion comments containing an attack on the reputation or integrity of someone or something ? = .72 lying comments implying disingenuousness N/A vulgarity e.g., “crap”, “shit”, any swear-words/cursing, sexual innuendo ? = 1 pejorative comments containing language which disparage the manner in which someone communicates (e.g., blather, crying, moaning) ? = 1 hyperbole a massive overstatement (e.g., makes pulling teeth with pliers look easy) ? = .75 non-cooperation a situation in a discussion in terms of a stalemate ? = .66 sarcasm - ? = .71 other impoliteness any other type of impoliteness ? = .72 impoliteness ? = .78 Seely (2017) impoliteness (included in incivility) insulting language name calling and other derogatory remarks often seen in pejorative speech and aspersions K-? = .84 vulgarity e.g. “lazy f**kers”, “a**holes” K-? = 1 stereotyping of political party/ideology e.g. “typical lying lefties” K-? = .88 stereotyping using “isms”/discriminatory language e.g. “if we don’t get rid of idiotic Muslim theologies, we will have growing problems” K-? = 1 other stereotyping language e.g. “GENERALS LIKE TO HAVE A MALE SOLDIER ON THEIR LAP AT ALL TIMES.” K-? = .78 sarcasm e.g. “betrayed again by the Repub leadership . . . what a shock” K-? = .79 accusations of lying e.g. “typical lying lefties” K-? = .80 shouting excessive capitalization and/or exclamation points K-? = .83 impoliteness/incivility K-? = .81 Note: Previous studies used different inter-coder reliability statistics: Ir = reliability index by Perreault and Leigh (1989); K-? = Krippendorff’s-?; ? = Cohen’s Kappa Codebook used in the study Rowe (2015) is available under: https://www.tandfonline.com/doi/full/10.1080/1369118X.2014.940365 References Brown, P., & Levinson, S. C. (1987). Politeness: Some universals in language usage. Cambridge: Cambridge University Press. Coe, K., Kenski, K., & Rains, S. A. (2014). Online and Uncivil? Patterns and Determinants of Incivility in Newspaper Website Comments. Journal of Communication, 64(4), 658–679. https://doi.org/10.1111/jcom.12104 Erjavec, K., & Kova?i?, M. P. (2012). “You Don't Understand, This is a New War! ” Analysis of Hate Speech in News Web Sites' Comments. Mass Communication and Society, 15(6), 899–920. https://doi.org/10.1080/15205436.2011.619679 Fraser, B. (1990). Perspectives on politeness. Journal of Pragmatics, 14(2), 219–236. https://doi.org/10.1016/0378-2166(90)90081-n Goffman, E. (1989). Interaction ritual: Essays on face-to-face behavior. New York: Pantheon Books. Grice, P. H. (1975). Logic and conversation. In P. Cole (Ed.), Syntax and Semantics: Speech acts (pp. 41–58). New York: Academic Press. Muddiman, A. (2017). : Personal and public levels of political incivility. International Journal of Communication, 11, 3182–3202. Oz, M., Zheng, P., & Chen, G. M. (2017). Twitter versus Facebook: Comparing incivility, impoliteness, and deliberative attributes. New Media & Society, 20(9), 3400–3419. https://doi.org/10.1177/1461444817749516 Papacharissi, Z. (2004). Democracy online: Civility, politeness, and the democratic potential of online political discussion groups. New Media & Society, 6(2), 259–283. https://doi.org/10.1177/1461444804041444 Rowe, I. (2015). Civility 2.0: A comparative analysis of incivility in online political discussion. Information, Communication & Society, 18(2), 121–138. https://doi.org/10.1080/1369118X.2014.940365 Seely, N. (2017). Virtual Vitriol: A Comparative Analysis of Incivility Within Political News Discussion Forums. Electronic News, 12(1), 42–61. https://doi.org/10.1177/1931243117739060

Why has software code become an object of intense interest in several different domains of cultural life? In art (.net art or software art), in Open source software (Linux, Perl, Apache, et cetera (Moody; Himanen)), in tactical media actions (hacking of WEF Melbourne and Nike websites), and more generally, in the significance attributed to coding as work at the pinnacle of contemporary production of information (Negri and Hardt 298), code itself has somehow recently become significant, at least for some subcultures. Why has that happened? At one level, we could say that this happened because informatic interaction (websites, email, chat, online gaming, ecommerce, etc) has become mainstream to media production, organisational practice and indeed, quotidian life in developed and developing countries. As information production moves into the mainstream, working against mainstream control of flows of information means going upstream. For artists, tactical media groups and hackers, code seems to provide a way to, so to speak, reach over the shoulder of mainstream media channels and contest their control of information flows.1 A basic question is: does it? What code does We all see content flowing through the networks. Yet the expressive traits of the flows themselves are harder to grapple with, partly because they are largely infrastructural. When media and cultural theory discuss information-network society, cyberculture or new media, questions of flow specificity are usually downplayed in favour of high-level engagement with information as content. Arguably, the heightened attention to code attests to an increasing awareness that power relations are embedded in the generation and control of flow rather than just the meanings or contents that might be transported by flow. In this context, loops provide a really elementary and concrete way to explore how code participates in information flows. Loops structure almost every code object at a basic level. The programmed loop, a very mundane construct, can be found in any new media artist's or software engineer's coding toolkit. All programming languages have them. In popular programming and scripting languages such as FORTRAN, C, Pascal, C++, Java, Visual Basic, Perl, Python, JavaScript, ActionScript, etc, an almost identical set of looping constructs are found.2 Working with loops as material and as instrument constitutes an indispensable part of producing code-based objects. On the one hand, the loop is the most basic technical element of code as written text. On the other hand, as process executed by CPUs, and in ways that are not immediately obvious even to programmers themselves, loops of various kinds underpin the generative potential of code.3 Crucially, code is concerned with operationality rather than meaning (Lash 203). Code does not directly create meaning. It circulates, transforms, and reproduces messages and patterns of widely varying semantic and contextual richness. By definition, flow is something continuous. In the case of information, what flows are not things but patterns which can be rendered perceptible in different ways—as image, text, sound—on screen, display, and speaker. While the patterns become perceptible in a range of different spatio-temporal modes, their circulation is serialised. They are, as we know, composed of sequences of modulations (bits). Loops control the flow of patterns. Lev Manovich writes: programming involves altering the linear flow of data through control structures, such as 'if/then' and 'repeat/while'; the loop is the most elementary of these control structures (Manovich 189). Drawing on these constructs, programming or coding work gain traction in flows. Interactive looping Loops also generate flows by multiplying events. The most obvious example of how code loops generate and control flows comes from the graphic user interfaces (GUIs) provided by typical operating systems such as Windows, MacOs or one of the Linux desktop environments. These operating systems configure the visual space of millions of desktop screen according to heavily branded designs. Basically they all divide the screen into different framing areas—panels, dividing lines, toolbars, frames, windows—and then populate those areas with controls and indicators—buttons, icons, checkboxes, dropdown lists, menus, popup menus. Framing areas hold content—text, tables, images, video. Controls, usually clustered around the edge of the frame, transform the content displayed in the framed areas in many different ways. Visual controls are themselves hooked up via code to physical input devices such as keyboard, mouse, joystick, buttons and trackpad. The highly habituated and embodied experience of interacting with contemporary GUIs consists of moving in and out, within and between different framing areas, using visual controls that respond either to pointing (with the mouse) or keyboard command to change what is displayed, how it is displayed or indeed to move that content elsewhere (onto disk, across a network). Beneath the highly organised visual space of the GUI, lie hundreds if not thousands of loops. The work of coding these interfaces involves making loops, splicing loops together, and nesting loops within loops. At base, the so-called event loop means that the GUI in principle stands ready at any time to accept input from the physical interface devices. Depending on what that input is, it may translate into direct changes within the framed areas (for instance, keystrokes appear in a text field as letters) or changes affecting the controls (for instance, Control-Enter might signal send the text as an email). What we usually understand by interactivity stems from the way that a loop constantly accepts signals from the physical inputs, queues the signals as events, and deals with them one by one as discrete changes in what appears on screen. Within the GUI's basic event loop, many other loops are constantly starting and finishing. They are nested and unnested. They often affect some or other of the dozens of processes running at any one time within the operating system. Sometimes a command coming from the keyboard or a signal arriving from some other peripheral interface (the network interface card, the printer, a scanner, etc) will trigger the execution of a new process, itself composed of manifold loops. Hence loops often transiently interact with each other during execution of code. At base, the GUI shows something important, something that extends well beyond the domain of the GUI per se: the event loop generates and controls informations flows at the same time. People type on keyboards or manipulate game controllers. A single keypress or mouse click itself hardly constitutes a flow. Yet the event loop can amplify it into a cascade of thousands of events because it sets other loops in process. What we call information flow springs from the multiplicatory effect of loops. A typology of looping Information flows don't come from nowhere. They always go somewhere. Perhaps we could generalise a little from the mundane example of the GUI and say that the generation and control of information flows through loops is itself regulated by bounding conditions. A bounding condition determines the number of times and the sequence of operations carried out by a loop. They often come from outside the machine (interfaces of many different kinds) and from within it (other processes running at the same time, dependent on the operating system architecture and the hardware platform). Their regulatory role suggests the possibility of classifying loops according to boundary conditions.4 The following table classifies loops based on bounding conditions: Type of loop Bounding condition Typical location Simple & indefinite No bounding conditions Event loops in GUIs, servers ... Simple & definite Bounding conditions determined by a finite set of elements Counting, sorting, input and output Nested & definite Multiple bounding conditions Transforming grid and table structures Recursive Depth of possible recursion (memory or time) Searching and sorting of tree or network structures Result controlled Loop ends when some goal has been reached Goal-seeking algorithms Interactive and indefinite Bounding conditions change during the course of the loop User interfaces or interaction Although it risks simplifying something that is quite intricate in any actually executing process, this classification does stress that the distinguishing feature of loops may well be their bounding conditions. In practical terms, within program code, a bounding condition takes the form of some test carried out before, during or after each iteration of a loop. The bounding conditions for some loops relate to data that the code expects to come from other places—across networks, from the user interface, or some other devices. For other loops, the bounding conditions continually emerge in the course of the loop itself—the result of a calculation, finding some result in the course of searching a collection or receiving some new input in a flow of data from an interface or network connection. Based on the classification, we could suggest that loops not only generate flows, but they generate those flows within particular spatio-temporal manifolds. Put less abstractly, if we accept that flows don't come from nowhere, we then need to say what kind of places they do come from. The classification shows that they do not come from homogeneous spaces. In fact they relate to different topologies, to the hugely diverse orderings of signs and gestures within mediatic cultures. To take a mundane example, why has the table become such an important element in the HTML coding of webpages? Clearly tables provide an easy way to organise a page. Tables as classifying and visual ordering devices are nothing new. Along with lists, they have been used for centuries. However, the table as onscreen spatial entity also maps very directly onto a nested loop: the inner loop generates the horizontal row contents; the outer loop places the output of the inner loop in vertical order. As web-designers quickly discovered during the 1990s, HTML tables are rendered quickly by browsers and can easily position different contents—images, headings, text, lines, spaces—in proximity. In shorts, nested loops can quickly turn a table into a serial flow or quickly render a table out of a serial flow. Implications We started with the observation that artists, writers, hackers and media activists are working with code in order to reposition themselves in relation to information flows. Through technical elements such as loops, they reappropriate certain facets of the production of information and communication. Working with these and other elements, they look for different points of entry into the flows, attempting to move upstream of the heavily capitalised sites of mainstream production such as the Windows GUI, eCommerce websites or blockbuster game titles. The proliferation of information objects in music, in visual culture, in database and net-centred forms of interactivity ranging from computer games to chat protocols, suggests that the coding work can trigger powerful shifts in the cultures of circulation. Analysis of loops also suggests that the notion of data or information flow, understood as the continuous gliding of bits through systems of communication, needs revision. Rather than code simply controlling flow, code generates flows as well. What might warrant further thought is just how different kinds of bounding conditions generate different spatio-temporal patterns and modes of inclusion within flows. The diversity of loops within information objects imply a variety of topologically complicated places. It would be possible to work through the classification describing how each kind of loop maps into different spatial and temporal orderings. In particular, we might want to focus on how more complicated loops—result controlled, recursive, or interactive and indefinite types—map out more topologically complicated spaces and times. For my purposes, the important point is that bounding conditions not only regulate loops, they bring different kinds of spatio-temporal manifold into the seriality of flow. They imprint spatial and temporal ordering. Here the operationality of code begins to display a generative dimension that goes well beyond merely transporting or communicating content. Notes 1. At a more theoretical level, for a decade or so fairly abstract notions of virtuality have dominated media and cultural studies approaches to new media. While that domination has been increasingly contested by more fine grained studies of how the Internet is enmeshed with different places (Miller and Slater), attention to code is justified on the grounds that it constitutes an increasingly important form of expression within information flows. 2. Detailed discussion of these looping constructs can be found in any programming textbook or introductory computer science course, so I will not be going through them in any detail. 3. For instance, the cycles of the clock chip are absolutely irreducible. Virtually all programs implicitly rely on a clock chip to regulate execution of their instructions. 4. A classification can act as a symptomatology, that is, as something that sets out the various signs of the existence of a particular condition (Deleuze 368), in this case, the operationality of code. References Appadurai, Arjun. Modernity at Large: Cultural Dimensions of Globalization. Minneapolis: U of Minnesota P, 1996. Deleuze, Gilles. The Brain is the Screen. An Interview with Gilles Deleuze. The Brain is the Screen. Deleuze and the Philosophy of Cinema. Ed Gregory Flaxman. Minneapolis: U of Minnesota P, 2000. 365-68. Hardt, Michael and Antonio Negri. Empire. Cambridge, MA: Harvard U P, 2000. Himanen, Pekka. The Hacker Ethic and the Spirit of the Information Age. London: Secker and Warburg, 2001. Lash, Scott. Critique of Information. London: Sage, 2002. Manovich, Lev. What is Digital Cinema? Ed. Peter Lunenfeld. The Digital Dialectic: New Essays on New Media. Cambridge, MA: MIT, 1999. 172-92. Miller, Daniel, and Don Slater. The Internet: An Ethnographic Approach. Oxford: Berg, 2000. Moody, Glyn. Rebel Code: Linux and the Open Source Revolution. Middlesworth: Penguin, 2001. Citation reference for this article MLA Style Mackenzie, Adrian. "Making Data Flow" M/C: A Journal of Media and Culture 5.4 (2002). [your date of access] < http://www.media-culture.org.au/mc/0208/data.php>. Chicago Style Mackenzie, Adrian, "Making Data Flow" M/C: A Journal of Media and Culture 5, no. 4 (2002), < http://www.media-culture.org.au/mc/0208/data.php> ([your date of access]). APA Style Mackenzie, Adrian. (2002) Making Data Flow. M/C: A Journal of Media and Culture 5(4). < http://www.media-culture.org.au/mc/0208/data.php> ([your date of access]).

The article presents the geo/informational analysis of the spatial/temporal transformation of the Kuybyshev Reservoir soil complex structure and qualitative composition according to the materials of hydrological surveys of 1961, 1983, 2001–2002 and 2015–2017. As a result of the raster images vectorization we obtained three topical geo/information layers, every one of them contained the data sufficient for mapping the appropriate period of the researches. Analysis of the fourth layer in the area of the model Volga-Kama Expansion (F = 1011 km2) characterized by a complicated crest-shallow bottom relief, diverse hydrodynamic processes caused by water input via the Volga and the Kama and a wide spectrum of the windwave activities has shown insignificant changes in the bed structure after 2002. In 2015–2017 analysis of the bottom sediments types’ distribution at 45 control stations has reaffirmed the stability in all 10 orographic stretches (reaches). Increase of the stations’ number will make more complicated the bottom sediments distribution mosaic and will not significantly change their spatial/temporal transformation found during the first years of the reservoir functioning. We have found that at the current stage the reservoir soil complex is represented by coarsegrained deposits (44%), fine-grained sediments (42%), diffused rocks (13%) and waterlogged soils 91%) located near the floodplain islands of the Kazan and Chistopol regions of variable backwater. The organic matter and biogenic elements content is at the level typical for the plain reservoirs’ bottom sediments. The Kuybyshev Reservoir level of heavy metals pollution in the Volga cascade system has been estimated as low.

The variable incivility is an indicator used to describe violations of communication norms. These norms can be social norms established within a society, a culture or parts of a society (e.g. a social class, milieu or group) or democratic norms established within a democratic society. In this sense incivility is associated with behaviors that threaten a collective face or a democratic society, deny people their personal freedoms, and stereotype individuals or social groups. Furthermore, some scholars include impoliteness into the concept of incivility and argue that the two concepts have no clear boundaries (e.g. Seely, 2017). They therefore describe incivility as aggressive, offensive or derogatory communication expressed directly or indirectly to other individuals or parties. In many studies a message is classified as uncivil if the message contains at least one instance of incivility (e.g. one violent threat). The direction of an uncivil statement is coded as ‘interpersonal’/‘personal’ or ‘other-oriented’/‘impersonal’ or sometimes also as ‘neutral’, meaning it is not directed at any group or individual. Field of application/theoretical foundation: One unifying element to communication that is labelled as incivility is that it has to be a violation of an existing norm. Which norms are seen as violated depends on the theoretical tradition. Incivility research is related to theories on social norms of communication and conversation: conversational-maxims (Grice, 1975), face-saving concepts (Brown & Levinson, 1987; Goffman, 1989) or conversational-contract theories (Fraser, 1990). Further, incivility research has ties to theories that view public communication as part of democratic opinion formation and decision-making processes, e.g. theories on deliberative democracy and deliberation (Dryzek, 2000; Gutmann & Thompson, 1996; Habermas, 1994). References/combination with other methods of data collection: Incivility is examined through content analysis and sometimes combined with comparative designs (e.g., Rowe, 2015) or experimental designs (Muddiman, 2017; Oz, Zheng, & Chen, 2017). In addition, content analyses can be accompanied by interviews or surveys, for example to validate the results of the content analysis (Erjavec & Kova?i?, 2012). Example studies: Research question/research interest: Previous studies have been interested in the extent, levels and direction of incivility in online communication (e.g. in one specific online discussion, in discussions on a specific topic, in discussions on a specific platform or on different platforms comparatively). Object of analysis: Previous studies have investigated incivility in user comments on political newsgroups, news websites, social media platforms (e.g. Twitter, Facebook), political blogs, science blogs or online consultation platforms. Timeframe of analysis: Many studies investigate incivility in user comments focusing on periods between 2 months and 1 year. It is common to use constructed weeks. Level of analysis: Most manual content analyses measure incivility on the level of a message, for example on the level of user comments. On a higher level of analysis, the level of incivility for a whole discussion thread or online platform can be measured or estimated. On a lower level of analysis incivility can be measured on the level of utterances, sentences or words which are the preferred levels of analysis in automated content analyses. Table 1. Previous manual content analysis studies and measures of incivility Example study Construct Dimensions/Variables Explanation/example Reliability Papacharissi (2004) incivility (separate from impoliteness) threat to democracy e.g. propose to overthrow a democratic government by force Ir = .89 stereotype e.g. association of a person with a group by using labels, whether those are mild – “liberal”, or more offensive – “faggot”)? Ir = .91 threat to other individuals’ rights e.g. personal freedom, freedom to speak Ir = .86 incivility Ir = .89 Coe, Kenski, and Rains (2014) incivility (impoliteness is included) name-calling mean-spirited or disparaging words directed at a person or group of people K-? = .67 aspersion mean-spirited or disparaging words directed at an idea, plan, policy, or behavior K-? = .61 reference to lying stating or implying that an idea, plan, or policy was disingenuous K-? = .73 vulgarity using profanity or language that would not be considered proper (e.g., “pissed”, “screw”) in professional discourse K-? = .91 pejorative for speech disparaging remark about the way in which a person communicates K-? = .74 incivility / impoliteness K-? = .73 Rowe (2015) incivility (separate from impoliteness) threat to democracy proposes to overthrow the government (e.g. proposes a revolution) or advocates an armed struggle in opposition to the government (e.g. threatens the use of violence against the government) ? = .66 threat to individual rights advocates restricting the rights or freedoms of certain members of society or certain individuals ? = .86 stereotype asserts a widely held but fixed and oversimplified image or idea of a particular type of person ? = .80 incivility ? = .77 Seely (2017) incivility(impoliteness is included) insulting language name calling and other derogatory remarks often seen in pejorative speech and aspersions K-? = .84 vulgarity e.g. “lazy f**kers”, “a**holes” K-? = 1 stereotyping of political party/ideology e.g. “typical lying lefties” K-? = .88 stereotyping using “isms”/discriminatory language e.g. “if we don’t get rid of idiotic Muslim theologies, we will have growing problems” K-? = 1 other stereotyping language e.g. “GENERALS LIKE TO HAVE A MALE SOLDIER ON THEIR LAP AT ALL TIMES.” K-? = .78 sarcasm e.g. “betrayed again by the Repub leadership . . . what a shock” K-? = .79 accusations of lying e.g. “typical lying lefties” K-? = .80 shouting excessive capitalization and/or exclamation points K-? = .83 incivility / impoliteness K-? = .81 Note: Previous studies used different inter-coder reliability statistics; Ir = reliability index by Perreault and Leigh (1989); K-? = Krippendorff’s-?; ? = Cohen’s Kappa Codebook used in the study Rowe (2015) is available under: https://www.tandfonline.com/doi/full/10.1080/1369118X.2014.940365 References Brown, P., & Levinson, S. C. (1987). Politeness: Some universals in language usage. Cambridge: Cambridge University Press. Coe, K., Kenski, K., & Rains, S. A. (2014). Online and Uncivil? Patterns and Determinants of Incivility in Newspaper Website Comments. Journal of Communication, 64(4), 658–679. https://doi.org/10.1111/jcom.12104 Dryzek, J. S. (2000). Deliberative democracy and beyond: Liberals, Critics, Contestations. Oxford political theory. Oxford, New York: Oxford University Press. Erjavec, K., & Kova?i?, M. P. (2012). “You Don't Understand, This is a New War! ” Analysis of Hate Speech in News Web Sites' Comments. Mass Communication and Society, 15(6), 899–920. https://doi.org/10.1080/15205436.2011.619679 Fraser, B. (1990). Perspectives on politeness. Journal of Pragmatics, 14(2), 219–236. https://doi.org/10.1016/0378-2166(90)90081-n Goffman, E. (1989). Interaction ritual: Essays on face-to-face behavior. New York: Pantheon Books. Grice, P. H. (1975). Logic and conversation. In P. Cole (Ed.), Syntax and Semantics: Speech acts (pp. 41–58). New York: Academic Press. Gutmann, A., & Thompson, D. F. (1996). Democracy and disagreement. Cambridge, Massachusetts: Belknap Press of Harvard University Press. Habermas, J. (1994). Three Normative Models of Democracy. Constellations, 1(1), 1–10. Muddiman, A. (2017). : Personal and public levels of political incivility. International Journal of Communication, 11, 3182–3202. Oz, M., Zheng, P., & Chen, G. M. (2017). Twitter versus Facebook: Comparing incivility, impoliteness, and deliberative attributes. New Media & Society, 20(9), 3400–3419. https://doi.org/10.1177/1461444817749516 Papacharissi, Z. (2004). Democracy online: Civility, politeness, and the democratic potential of online political discussion groups. New Media & Society, 6(2), 259–283. https://doi.org/10.1177/1461444804041444 Rowe, I. (2015). Civility 2.0: A comparative analysis of incivility in online political discussion. Information, Communication & Society, 18(2), 121–138. https://doi.org/10.1080/1369118X.2014.940365 Seely, N. (2017). Virtual Vitriol: A Comparative Analysis of Incivility Within Political News Discussion Forums. Electronic News, 12(1), 42–61. https://doi.org/10.1177/1931243117739060

Resumo Publicações eletrônicas, apesar dos avanços das Tecnologias da Informação, são ainda calcados no modelo impresso. O formato textual impede que programas possam ser usados para o processamento “semântico” desses conteúdos. È porposto um modelo “semântico” de publicações cientificas eletrônicas, no qual as conclusões contidas no texto do artigo fornecidas por autores e representadas em formato “inteligível” por programas, permitindo recuperação semântica, identificação de indícios de novas descobertas científicas e de incoerências sobre este conhecimento. O modelo se baseia nos conceitos de estrutura profunda, ou semântica, da linguagem (CHOMSKY, 1975), de microestrutura, macroestrutura e superestrutura, (KINTSH, VAN DIJK, 1972), na estrutura retórica de artigos científicos (HUTCHINS, 1977), (GROSS, 1990) e nos elementos de metodologia cientifica, como problema, questão, objetivo, hipótese, experimento e conclusão. Resulta da análise de 89 artigos biomédicos. Foi desenvolvido um protótipo de sistema que implementa parcialmente o modelo. Questionários foram usados com autores para embasar o desenvolvimento do protótipo. O protótipo foi testando com pesquisadores-autores. Foram identificados quatro padrões de raciocínio e encadeamento dos elementos semânticos em artigos científicos. O modelo de conteúdo foi implementado como uma ontologia computacional. Foi desenvolvido e avaliado um protótipo de uma interface web de submissão artigos pelos autores a um sistema eletrônico de publicação de periódicos que implementa o modelo.Palavras-chave publicações eletrônicas; metodológica científica; comunicação científica; representação do conhecimento; ontologias; processamento semântico de conteúdos; e-CiênciaAbstract Electronic publishing, although Information Technologies advancements, are still based in the print text model. The textual format prevents programs to semantic process articles content. A semantic model of scientific electronic publishing is proposed, in which conclusion are prompted by author and recorded in machine-understandable format, enabling semantic retrieval, identification of traces of scientific discoveries and knowledge misunderstandings. The model is based on concepts as deep, or semantic, structure of human language (CHOMSKY, 1975), of microstructure, macrostructure and superstructure (KINTSH & VAN DIJK, 1972), of rhetoric structure of scientific articles (HUTCHINS, 1977), (GROSS, 1990) and on scientific methodology semantic elements, such as problem, question, objective, hypothesis, experiment and conclusion. It results from analysis of 89 biomedical articles. A prototype system was developed which partially implements the model. Questionnaires with authors were used to test the prototype development. The prototype was also tested with several researchers-authors. Four patterns of reasoning and sequencing of semantic elements were identified in articles analyzed. The content model is implemented as a computational ontology. A prototype of a web author’s submission interface to a electronic journal system was developed and tested.Keywords electronic publishing, scientific methodology, scientific communication, knowledge representation, ontologies, semantic content processing, e-Science

A common ground between mental health and judicial-legal domains concerns concepts like “care”, “control” and “possibility to foresee” human behaviour, with particular reference to the “social dangerousness”. The connections between these sense-making practices can be traced by discursive modulation of “certainty/uncertainty”. This study aimed to highlight the discursive peculiarities of a specific socio-cultural context and genre, namely scientific papers. The corpus of data consisted in a selection of 30 papers published by the BJP (from 1975 to 2015), on subjects concerning forensic psychiatry, subjected to Content Analysis and Critical Discourse Analysis. Results showed that the papers adopted two main socio-epistemic rhetorics. On one side, the enunciators proceeded in an “assertive” and rigorous manner through a social-epistemic rhetoric of “reassurance”; on the other side, they gave voice to rhetoric of the “limit”, lacking any cognitive “closure”. References Bakhtin, M.M. (1979). Estetika slovesnogo tvorcestva. Moskow: Iskusstvo. Bennett, T., Holloway, K., & Farrington, D. (2008). The statistical association between drug misuse and crime: A meta-analysis. Aggression and Violent Behavior, 13, 107-118. Berlin, J.A. (1993). Post-structuralism, semiotics, and social-epistemic rhetoric: Converging agendas. In T. Enos & S. Brown (Eds.), Defining the new rhetoric (pp. 137-176). Newbury Park, CA: Sage. Caffi, C. (2001). La mitigazione. Un approccio pragmatico alla comunicazione nei contesti terapeutici [Mitigation. A pragmatic approach to communication within therapeutic contexts]. Münster: LIT Verlag. Cantarini, S., Abraham, W., & Leiss, E. (Eds.) (2014). Certainty-uncertainty – and the Attitudinal Space in Between [SLCS 165]. Amsterdam: John Benjamin. Catanesi, R., Carabellese, F., & Grattagliano, I. (2009). Cura e controllo. Come cambia la pericolosità sociale psichiatrica [Treatment and control. How has the concept of psychiatric social danger changed]. Giornale Italiano di Psicopatologia, 15,: 64-74. Crismore, A., Markannen, R., & Steffenson, M. (1993). Metadiscourse in persuasive writing: A study of texts written in American and Finnish University students. Written Communication, 10 (1), 39-71. Fairclough, N. (2003). Analysing Discourse: Textual Analysis for Social Research. London: Routledge. Foucault, M. (1972). The Archaeology of Knowledge and The Discourse on Language. New York: Pantheon Books. Grevi, V. (2006). Prove [Proof]. In V. Grevi & G. Conso (Eds.), Compendio di procedura penale [Handbook of penal procedure](pp. 313-406). Padua: Cedam. Grice, P.H. (1975). Logic and conversation. In P. Cole & J.L. Morgan (Eds.), Syntax and semantics, Vol. 3: Speech acts (pp. 41-58). New York: Academic Press. Gross, A.G., Harmon, J.E., & Reidy, M.S. (2002). Communicating Science. The Scientific Paper from the 17th Century to the Present. New York: Oxford University Press. Hermans, H. J. M., & Gieser, T. (Eds.). (2012). Handbook of Dialogical Self Theory. Cambridge, U.K.: Cambridge University Press. Hyland, K. (1996). Writing without conviction? Hedging in scientific research articles. Applied Linguistics, 17 (4), 433-454. Hyland, K. (1998). Boosting, hedging and the negotiation of academic knowledge. TEXT, 18(3), 349-382. Hyland, K. (2001). Bringing in the reader: addressee features in academic articles. Written Communication, 18 (4), 549-574. Junginger, J. (1996), Psychosis and violence: the case for a content analysis of psychotic experience. Schizophrenia Bulletin, 22, 91-103. Kaliski, S.Z. (2002). A comparison of risk factors for habitual violence in pre-trial subjects. Acta Psychiatrica Scandinavica, 106 (412), 58-61. Kockelman, P. (2007) Agency: The Relation between Meaning, Power, and Knowledge, Current Anthropology, 48 (3), 375-401. Lamb, H., & Weimberger, L. (1998). Persons with severe mental illness in jails and prisons: A review. Psychiatric Services, 49, 483-492. Lancia, F. (2004). Strumenti per l'analisi dei testi. Introduzione all'uso di T-LAB [Instruments for Text Analysis. Introduction to the Use of T-LAB]. Milano: Franco Angeli. Lindqvist, P., & Allebeck, P. (1990), Schizophrenia and crime: a longitudinal follow-up of 644 schizophrenics in Stockolm. British Journal of Psychiatry, 157, 345-350. Marzuk, P. (1996), Violence, crime and mental illness: How strong a link? Archives of General Psychiatry, 53, 481-486. Mininni, G., & Manuti, A. (2017). A rose is more than a rose… The diatextual constitution of subjects and objects. Text & Talk, 37 (2), 243-263. Mininni, G., Manuti, A., Scardigno, R., Rubino, R. (2014). Old roots, new branches: The shoot of diatextual analysis. Qualitative Research in Psychology, 11, 1-16. Mininni, G., Scardigno, R. & Grattagliano, I. (2014). The dialogic construction of certainty in legal contexts. Language & Dialogue. Special issue Certainty and Uncertainty in dialogue, 4 (1), 112-131. Monahan, J. (1997). Clinical and actuarial predictions of violence. In D. Faigman, D. Kaye & M. Saxs (Eds.) Modern scientific evidence: the law and science of expert testimony (pp. 300-318). New York: West. Mullen, P. (2000). Forensic mental health. British Journal of Psychiatry, 176, 307-311. Rasanen, P., Tiihonen, J., Isohanni, M. (1998). Schizophrenia, alcohol abuse and violent behaviour: A 26-year follow-up study of an unselected birth cohort. Schizophrenia Bulletin, 24, 437-41. Salvatore, S., Gelo, O.C., Gennaro, A., Metrangolo, R., Terrone, G., Pace, V., Venuleo, C., Venezia, A., & Ciavolino, E. (2017). An automated method of content analysis for psychotherapy research: A further validation. Psychotherapy Research, 27 (1),38–50. Salvatore, S., & Valsiner, J. (2011). Idiographic science as a nonexisting object: The importance of the reality of the dynamic system. In S. Salvatore, J. Valsiner, A. Gennaro, & J.B. Travers Simon (Eds.), YIS: Yearbook of idiographic science (Vol. 3) (pp. 7-26). Rome: Firera & Liuzzo. Shah, S.A. (1978). Dangerousness and Mental Ilness: Some Conceptual, Prediction and Policy Dilemmas. In C. Frederick (Ed.) Dangerous behaviour: A problem in Law and mental health (pp. 153-191). Rockville, MD: NIMH, Washington. Steadman, H. J., & Cocozza J. J. (1974). Careers of the criminally insane: Excessive social control of deviance. Lexington, MA: Lexington Books, D.C. Heath. Swanson, J., Estroff, S., Swartz, M., Borum, R., Lachicotte, W., Zimmer C., & Wagner, R. (1997). Violence and severe mental disorder in clinical and community populations: the effects of psychotic symptoms, comorbidity and lack of treatment. Psychiatry, 60, 1-22. Swartz, M., Swanson, J., & Hiday, V. (1998), Violence and severe mental illness: The effects of substance abuse and nonadherence to medication. American Journal of Psychiatry, 155, 226-231. Torrey, E. (1994). Violent behaviour by individuals with serious mental illness. Hospital & Community Psychiatry, 45, 653-662. Valsiner, J. (2007). Culture in minds and societies. Foundations of cultural psychology. New Delhi: Sage. Van Dijk, T.A. (2008). Discourse and Power. Houndsmills: Palgrave. Walsh, E., Buchanan, A., & Fahy, T. (2002). Violence and schizophrenia: examining the evidence. British Journal of Psychiatry, 180, 490-495. Wodak, R., & Meyer, M. (2009). Methods of critical discourse analysis. Thousand Oaks, CA: Sage.

The works of many linguists view homonymy as a negative phenomenon, which interferes with communication, complicates the perception of information, and decreases the effectiveness of the language as a means of communication. At the same time homonymy is a positive phenomenon which contributes to the compactness of the language, and allows to economize the units of the plain of content. The objective of our research is to determine the factors that differentiate the meaning of homonymic units, based on the broad factual material and psycholinguistic experiments. The components of intralinguistic homonymic rows based on the category of markedness, which correlates with the cognitive operator of norm / deviation. Among the criteria of markedness for homonymic differentiation are areal, social, chronological, and stylistic. The fact that one of the elements of the homonymic row is unmarked was proved by a number of psycholinguistic experiments, where we offered the German speakers to suggest the first association word which occurred to them referring the homonyms in the list. The experiment was carried out in a group of students from the Institute of German Studies, Technical University Chemnitz (Germany), aged 21-25, whose native language is German. The psycholinguistic analysis shows that 97 per cent of homonymic pairs have both marked and unmarked components. This allows to explain homonymy from the point of view of the correlation of “markedness/unmarkedness”, and wider – “norm/deviation”. From the cognitive point of view language markedness is derived from cognitive markedness, i.e. the unmarked language meaning corresponds to the cognitively normal (natural, expected) state of things, and the marked language meaning corresponds to cognitive deviation, i.e. unnatural, unexpected state of things. Normal state of things belongs to the cognitive image of human experience, and is conceptualized with the minimal mental calculating effort, i.e. is activated automatically; and deviations from this image require additional calculating resources for their activation. Thus, language markedness reflects cognitive operators of norm/deviation in the specific language means in language structures, including homonymic pairs and homonymic rows. References Bridges, R.S. (2004). On English Homophones. Society for Pure English Tract 02. Oxford: Clarendon Pr. Retrieved from: http://www.gutenberg.org/files/14227/14227-h/14227-h.htm (01.05.2020) Cairns, H.S. (1973). Effects of bias on processing and reprocessing of lexically ambi­guous sentences. Journal of Experimental Psychology, 97, 337-343. Croft, W. (2003). Typology and universals. 2-d ed. Cambridge: Cambridge University Press. Ducháček, O. (1953). O vzájemném vlivu tvaru a významu slov. Praha: Státní peda­go­gické nakladatelství. Ferreira, L. (2010). Metaphor comprehension in foreign language. In L. Scliar-Cabral, (Ed). Psycholinguistics: Scientific and Technological Challenges. (pp. 84-98). Porto Alegre: EDIPUCRS, Foss, D.J. & Jenkins C.M. (1973). Some effects of context on the comprehension of ambiguous sentences. Journal of Verbal Learning and Verbal Behavior, 12, 577-589. Greenberg, J. (1966). Language universals, with special reference to feature hie­rarchies. The Hague: Mouton. Hogaboam, T.W. & Perfetti, C.A. (1975). Lexical ambiguity and sentence compre­hension. Journal of Verbal Learning and Verbal Behaviour, 14, 265-274. Кибрик, А.Е. (2008). Лингвистическая реконструкция когнитивной структуры. Вопросы языкознания. 4, 51-77. Кійко, С.В. (2016). Синергетика омонімії як мовного, мовленнєвого і міжмовного явища. Чернівці: Родовід. Mаулер, Ф.И. (1983). Грамматическая омонимия в современном английском языке. Ростов: Изд. Рост. университета. Новиков, Л.А. (1982). Семантика русского языка. М.: Высшая Школа. Реформатский, А.А. (2004). Введение в языкознание. 5 изд. М.: Аспект Пресс Press. Ruoff, A. (2014). Häufigkeitswörterbuch gesprochener Sprache. 2. Auflage. Berlin: de Gruyter. Reprint 2014. DOI: https://doi.org/10.1515/9783110916058 References (translated and transliterated) Bridges, R.S. (2004). On English Homophones. Society for Pure English Tract 02. Oxford: Clarendon Pr. Retrieved from: http://www.gutenberg.org/files/14227/14227-h/14227-h.htm (01.05.2020) Cairns, H.S. (1973). Effects of bias on processing and reprocessing of lexically ambi­guous sentences. Journal of Experimental Psychology, 97, 337-343. Croft, W. (2003). Typology and universals. 2-d ed. Cambridge: Cambridge University Press. Ducháček, O. (1953). O vzájemném vlivu tvaru a významu slov. Praha: Státní peda­go­gické nakladatelství. Ferreira, L. (2010). Metaphor comprehension in foreign language. In L. Scliar-Cabral, (Ed). Psycholinguistics: Scientific and Technological Challenges. (pp. 84-98). Porto Alegre: EDIPUCRS. Foss, D.J. & Jenkins C.M. (1973). Some effects of context on the comprehension of ambiguous sentences. Journal of Verbal Learning and Verbal Behavior, 12, 577-589. Greenberg, J. (1966). Language universals, with special reference to feature hie­rarchies. The Hague: Mouton. Hogaboam, T.W. & Perfetti, C.A. (1975). Lexical ambiguity and sentence compre­hension. Journal of Verbal Learning and Verbal Behaviour, 14, 265-274. Kibrik, А.Е. (2008). Lingvističeskaya rekonstrukciya kognitivnoy struktury [Linguistic reconstruction of cognitive structure]. Voprosy yazykoznaniya, 4, 51–77. Kiyko, S.V. (2016). Synergetyka omonimii yak movnoho, movlennevoho i moshmovnoho yavyshcha. [Synergy of homonymy as language, speech and interlanguage phenomenon]. Chernivtsi: Rodovid. Mauler, F.I. (1983). Grammatičeskaya omonimiya v sovremennom angliyskom yazyke [Grammatical homonymy in Modern English]. Rostov: Rostov University Publishers. Novikov, L.А. (1982). Semantika russkogo yazyka [Semantics of Russian language]. М.: Vys. shkola. Reformatskiy, А.А. (2004). Vvedeniye v yazykoznaniye [Introduction into linguistics]. 5-th ed. Мoscow: Aspekt Press. Ruoff, A. (2014). Häufigkeitswörterbuch gesprochener Sprache. 2. Auflage. Berlin: de Gruyter. Reprint. https://doi.org/10.1515/9783110916058.

PurposeBuilding on the “Great Divide” thesis (Goody, 1977; Ong, 1982), this study analyzes the conceptual relationships between the two main communication modes (orality/literacy) and cultural values.Design/methodology/approachThe study adopts a purely conceptual approach to connect orality and literacy with nine cultural dimensions adopted from Kluckhohn and Strodtbeck’s (1961), Hall’s (1976) and Inglehart’s (1997) frameworks.FindingsThe analyses suggest that orality is associated with values such as high-context communication, poly-chronic time, public space proxemics, collectivism, hierarchical social structure, subjugation, past orientation, religiousness/traditionalism and survival cultural dimensions. Literacy is associated with opposing values, including low-context communication, mono-chronic time, private space proxemics, individualism, egalitarian social structure, dominance, future orientation, secularity/rationality, and self-expression cultural dimensions. The paper relies on modernization theory to explain the socio-economic implications and organizes the nine pairs of cultural dimensions according to the great divide between orality and literacy.Originality/valueTheoretically, this study conceptualizes orality and literacy, analyzes their salient differences and examines their relationships with cultural values. While many studies have tried to explain the differences in cultural values from an economic perspective, this study offers an alternative view of cultural values’ variations across the world.

"For most of us, if we do not talk of ourselves, or at any rate of the individual circles of which we are the centres, we can talk of nothing. I cannot hold with those who wish to put down the insignificant chatter of the world." -- Anthony Trollope, Framley Parsonage This issue of M/C explores the notion of 'chat', examining its contexts, forms, functions and operations. 'Chat' appears to be a descriptive subset of 'talk', often characterised somewhat unfairly as idle or frivolous 'small talk', 'gossip' -- the kind of tête-à-tête that is mediated through cups of tea (alluded to in Jen Henzell's cover image). However, 'chat' is not only an extremely prevalent activity, but, as Trollope implies, a primary social activity. Serious academic regard for 'chat' can be traced to Malinowski's (150) coining of the term "phatic communion" to refer to talk that expresses the "ties of union", a notion later taken up by Laver ("Communicative Functions"; "Linguistic Routines"). Watzlawick, Beavin and Jackson made a similar distinction between the content level of communication (contains assumptions that are communicable) and the relationship level (which reveals the speaker's attitude to the assumptions communicated and the speaker's relationship with and opinion of the hearer). 'Chat', they argue, is more about building and solidifying relationships between interactants than imparting information. Even gossip, probably the most content driven form of 'chat', lets hearers know that they are regarded well enough by the speakers to be drawn into confidence. We have divided the M/C 'chat' issue into two sections along the lines of context. The first section deals with what might be termed 'traditional' or 'more general' forms of chat, where the interactants are either physically (face-to-face) or acoustically (telephone) copresent. Given both the period and the medium in which M/C 'chat' is being published, it should not be surprising that the second section deals with computer-mediated communication (CMC). With the advent of CMC, 'chat' -- and research on it -- has been transformed, taking with it much of the old formula and leaving behind some of its trappings. M/C 'chat' is introduced by Charles Antaki's Feature Article "Two Rhetorical Uses of the Description 'Chat'". In this insightful and highly accessible piece, Antaki explores the paradoxical manner in which the description of a discursive event as 'chat' may be used to socially persuasive ends. Antaki takes as his starting point the fact that some uses of the word 'chat' demonstrate an old-fashioned view of spoken discourse as an inefficient information-transmission system ('mere talk' and 'gossip'). This, he argues, belies -- and belittles -- its use in actual talk. Analyses of four transcripts containing the descriptor 'chat' illustrate how speakers deploy it as a tactic to promote a description of an informal and blameless event, when in fact the episode in question might be categorised as something rather different. As befits an article by a member of Loughborough University's influential Discourse and Rhetoric Group, folded into the analysis is a persuasive demonstration of the methodological and theoretical strength of Conversation Analysis (CA) for describing language-in-use. However, as Antaki concludes, this is not just a game for analysts - we are all fundamentally sensitive to the power of the 'chat' descriptor. M/C 'chat' is introduced by Charles Antaki's Feature Article "Two Rhetorical Uses of the Description 'Chat'". In this insightful and highly accessible piece, Antaki explores the paradoxical manner in which the description of a discursive event as 'chat' may be used to socially persuasive ends. Antaki takes as his starting point the fact that some uses of the word 'chat' demonstrate an old-fashioned view of spoken discourse as an inefficient information-transmission system ('mere talk' and 'gossip'). This, he argues, belies -- and belittles -- its use in actual talk. Analyses of four transcripts containing the descriptor 'chat' illustrate how speakers deploy it as a tactic to promote a description of an informal and blameless event, when in fact the episode in question might be categorised as something rather different. As befits an article by a member of Loughborough University's influential Discourse and Rhetoric Group, folded into the analysis is a persuasive demonstration of the methodological and theoretical strength of Conversation Analysis (CA) for describing language-in-use. However, as Antaki concludes, this is not just a game for analysts - we are all fundamentally sensitive to the power of the 'chat' descriptor. In a turn away from the micro-level world of Conversation Analysis (CA), Mark Frankland's "Chatting in the Neighbourhood: Does It Have a Place in the World of Globalised Media?" is a broad diachronic and synchronic overview of the place local media such as 'chat' and community newspapers fit into an evolving and increasingly global media-scape. The first half of Frankland's article is an historical demonstration of the almost inevitable links between the rise of the urban form and moves away from local media to media globalisation. Given this history, in the second half of the article Frankland asks what effect the absence of local forms of media might have. He argues that local media forms are important sense-making mechanisms, operating at the level of personal effectivity, for assimilating the constantly changing media-scape. Local news media, and the even more micro level of 'chat' may act as "transition discourses", meaningful local contexts in which we may discuss the global. Most of the articles in this collection are about forms of chat to which both parties consent. "Invitation or Sexual Harassment? An Analysis of an Intercultural Communication Breakdown" by Zhu Yunxia and Peter Thompson considers quite the opposite -- unwelcome 'chatting up' or verbal sexual harassment. Zhu and Thompson examine a series of three telephone invitations to a party from a male Chinese tutor to a female Australian student, which resulted in an accusation of sexual harassment. Through an analysis combining Searle's speech acts, Austin's felicity conditions and Aristotle's rhetorical strategies, Zhu and Thompson suggest that different cultures use different tactics in the speech act of an invitation and they believe that the potential for miscommunication is increased when intercultural differences are present in the interaction. "The Naturally-Occurring Chat Machine" is Darren Reed and Malcolm Ashmore's interesting methodological reflection on the nature of the data collection and transcription processes of Conversation Analysis (CA), in order to "provoke a reconsideration of the marginal status of textually conducted interaction as a proper topic for CA". The worked-up complexities of CA transcripts, they argue, produce a myth of an unmediated origin, when in fact 'machinic-productive processes' are used to produce data considered 'studiable' in the CA of face-to-face conversations. Analogous processes produce data for the CA of Internet newsgroup messages. Ironically, in terms of CA's claim of using 'naturally occurring' data, Reed and Ashmore make the controversial counter-claim that newsgroup data might be considered superior to transcribed data, as the textual character of Internet newsgroups is the result of participants' work. In effect, therefore, Internet newsgroup data is considerably less mediated than recorded and transcribed conversations. Reed and Ashmore provide a neat link between bring the first section of M/C 'chat', dealing with what might be termed 'traditional chat media', and the second section concentrating on computer-mediated communication (CMC). The boom in CMC also marks the renaissance of Conversation Analytic research. Interestingly, both Reed and Ashmore, who end this section, and Paul ten Have, who we asked to introduce the CMC section, note that the proliferation of new interaction media not only provides new contexts in which to investigate human interaction, but also very conveniently produce easy-to-use data as a natural process of participation. Paul ten Have begins the CMC section with an introduction to some of the fundamental features and concerns of CMC research in his ethnographic investigation of how to find someone to talk to in a chat room. From the standpoint of Membership Categorisation Analysis (MCA), "Computer-Mediated Chat: Ways of Finding Chat Partners" takes us through a description of the more or less generic categorisation features of most chat rooms, and then into the three primary concerns that CMC users often make apparent very early in an interaction: age, sex and location, indicated by the acronymic "a/s/l please". Interestingly, his conclusion is that while it is clear that pre-existing communication procedures must be adapted to the new environment -- manifested perhaps most obviously by a more explicit questioning when searching for chat partners -- current media do not provide much scope for radical change in the fundamentals of 'chat'. Paul ten Have begins the CMC section with an introduction to some of the fundamental features and concerns of CMC research in his ethnographic investigation of how to find someone to talk to in a chat room. From the standpoint of Membership Categorisation Analysis (MCA), "Computer-Mediated Chat: Ways of Finding Chat Partners" takes us through a description of the more or less generic categorisation features of most chat rooms, and then into the three primary concerns that CMC users often make apparent very early in an interaction: age, sex and location, indicated by the acronymic "a/s/l please". Interestingly, his conclusion is that while it is clear that pre-existing communication procedures must be adapted to the new environment -- manifested perhaps most obviously by a more explicit questioning when searching for chat partners -- current media do not provide much scope for radical change in the fundamentals of 'chat'. Miranda Mowbray continues this theme of the false perception of restrictiveness. She notes that most interactive CMC systems place certain restrictions on the way in which a person may present themselves on arrival in the room. In her article, "Neither Male nor Female: Other -- Gendered Chat in Little Italy", Mowbray notes that the Little Italy's system (created by Pavel Curtis originally for Lambda MOO) gives participants the opportunity to broaden their gender presentation options from 'female' or 'male' to a range of 'other genders'. Mowbray observes that a fifth of the inhabitants of Little Italy opt to choose a gender other than that of the traditional 'female' or 'male', and, significantly, that half of users presenting as 'other genders' are still participating after a year -- more than the traditionally gendered Little Italians. Through 28 responses from these Little Italians, Mowbray investigates why these other-gendered participants are more likely to remain in the one space than those who chose 'female' or 'male'. She concludes that it is "the personal creative investment by the other-gendered citizens in Little Italy that makes them especially likely to remain active citizens." Mowbray considers Little Italy's system to be an excellent demonstration of a "stickiness" feature -- a feature of a CMC system that attracts long term use. Her results should be of interest to software companies wanting to design popular -- and profitable -- chat rooms. Since interactive synchronous and quasi-synchronous CMC systems became popular with the release of IRC, ICQ, Webchat and various ISP chat rooms, a flood of research about the transformation of language in computer-mediated situations has resulted. However most of this work has concentrated on chat between strangers. Campbell and Wickman observe this bias in their article, "Familiars in a Strange Land: A Case Study of Friends Chatting Online", choosing instead to concentrate on computer-mediated chat between acquaintances. In this autoethnographic account, the authors note that although they have adopted some of the more common conversational CMC strategies, they have also created their own, relevant to their particular circumstances. Historically, CMC research has argued that the 'cues-filtered-out' nature of CMC systems leads to depersonalisation and the lack of necessity to adhere to social conventions of politeness. However, Campbell and Wickman note that in their own chat as online and offline familiars, they observe a strong need to adhere to politeness conventions, due to the face-to-face consequences of their online actions. This interesting finding suggests that politeness theory may be of great value in future CMC research, particularly that comparing and contrasting chat between familiars and strangers, and/or face-to-face and online interaction. As Ylva Hård af Segerstad points out, most CMC research is conducted on English language forums. M/C 'chat' is pleased to help redress this balance with the publication of investigations on the impact of computer-mediation on languages other than English, in this case Swedish. Given the English focus of the Internet, however, CMC research on languages other than English must, of course, take account of the variations between the language-specific and 'international' (read English-language) forums. This being the case, Hård af Segerstad discusses the result of questionnaire data and logged conversations to determine if written online Swedish is being adapted in ways particular to it, or if Swedish written language is being developed in analogy with adaptations observable in international chat rooms. While the surprisingly uniform results of the two data sources indicate that Swedish written language is being adapted for online chat (rather than using one language offline and another online), the actual adaptation strategies are much the same as those observed in other adaptations of writing in general. In their paper "Chatting to Learn and Learning to Chat in Collaborative Virtual Environments", Teresa Cerratto and Yvonne Wærn discuss the importance of conversation to educational contexts and the communication problems inherent in using an electronic medium as an educational tool. These authors are more concerned with the information transmission aspect of chat rather than its dominant relationship characteristics. They examine two groups of teachers in Sweden who are learning to use the new collaborative virtual environment, TAPPED IN™. Cerratto and Wærn note some of the strategies that the teachers adopt in attempting to gain the floor in this CVE where there are a number of people vying for attention. At the same time, tactics used by teachers for communicative collaboration are also discussed by these authors. Finally, on the basis of an analysis of their data, Cerratto and Wærn provide arguments for the importance of leadership in these particular learning environments, arguing a leader helps maintain the informational coherence of the discussions. In terms of redressing imbalances in CMC research, not only has language been particularly biased to English, but in some media -- Internet Relay Chat (IRC) in particular -- most research has been qualitative in nature. We may know how users manage their interactions online, but how many are doing so? The bases of many generalisations about adaptation strategies are somewhat shaky on the quantitative front. Much can be gained by combining the quantitative with the qualitative, and with this in mind, Hinner has taken it upon himself to not only create a system capable of capturing usage statistics for all the major IRC networks, but also to provide two years of these statistics and make this system available on his Website. His article details the processes involved in creating the Socip statistical program and sample graphs of the kinds of information that his system can provide. The CMC section of M/C 'Chat' brought to our attention many more articles than we could publish in the already quite expanded issue, and we were sorry to have had to pass over promising work in this popular field. The contributions included, however, represent a turning point in CMC research, in which our wonder -- and glee -- of describing findings of social interaction in what were assumed to be anti-social media, has turned to the detailed consideration of just how socialisation is accomplished in what promise to be increasingly common media. What has not changed, as Paul ten Have notes, and, indeed, as Charles Antaki began the issue, is that all human life can be found in language-in-use -- wherever it takes place. Hinner's article brings the CMC section of M/C 'chat' to a close, but is not quite the last blast. Very early in the article submission process, Ulf Wilhelmsson contacted us about including his "Dialogue on Film and Philosophy". Wilhelmsson wanted to translate -- from the original Swedish -- his Socratic dialogue about film in which Quentin Tarantino moderates a discussion involving numerous influential philosophers, film-makers, film-scholars and the odd Beatle (John Lennon). While we were somewhat taken aback, the rough translation of the first few lines was interesting, and, as it turns out, quite entertaining. Unfortunately, due to its length, the dialogue can not be supplied in regular M/C 'bits', and so we have made it available as a downloadable Rich Text Format file. See the Editor's Preface to Wilhelmsson's article for more information on its content and to download the file itself. This very global issue of M/C brings together people in Germany to New Zealand, Sweden to the UK, all chatting about chat. We hope you enjoy this collection of articles. Felicity Meakins & E. Sean Rintel -- 'Chat' Issue Editors References Laver, John. "Communicative Functions of Phatic Communication." The Organisation of Behaviour in Face-to-Face Interaction. Eds. Adam Kendon, Richard M. Harris, and Mary Ritchie Key. The Hague: Mouton, 1975. 215-38. ---. "Linguistic Routines and Politeness in Greeting and Parting." Conversational Routine: Explorations in Standardised Communication Situations and Prepatterned Speech. Ed. Florian Coulmas. The Hague: Mouton, 1981. 289-304. Malinowski, Bronislaw. Supplement. The Meaning of Meaning: A Study of the Influence of Language upon Thought and the Science of Symbolism. C. K. Ogden and I. A. Richards. London: Kegan Paul, Trench, Trebner, 1923. 451-510. Rpt. as "Phatic Communion." Communication in Face-to-Face Interaction. Ed. John Laver and Sandy Hutchinson. Harmondsworth, England: Penguin, 1972. 126-52. Trollope, Antony. Framley Parsonage. New York: Oxford UP, 1980. Watzlawick, Paul, Janet Helmick Beavin, and Don D. Jackson. Pragmatics of Human Communication: A Study of Interactional Patterns, Pathologies, and Paradoxes. New York: Norton, 1967. Citation reference for this article MLA style: Felicity Meakins, E. Sean Rintel. "Editorial: 'Chat'." M/C: A Journal of Media and Culture 3.4 (2000). [your date of access] <http://www.api-network.com/mc/0008/edit.php>. Chicago style: Felicity Meakins, E. Sean Rintel, "Editorial: 'Chat'," M/C: A Journal of Media and Culture 3, no. 4 (2000), <http://www.api-network.com/mc/0008/edit.php> ([your date of access]). APA style: Felicity Meakins, E. Sean Rintel. (2000) Editorial: 'chat'. M/C: A Journal of Media and Culture 3(4). <http://www.api-network.com/mc/0008/edit.php> ([your date of access]).

A central concern of media studies is to understand the transactions of meaning that are established between the encoders and decoders of media messages: senders and receivers, authors and audiences, producers and consumers. More precisely, this discipline has aimed to describe the semantic disconnects that occur when organisations, governments, businesses, and people communicate and interact across media, and, further, to understand the causes of these miscommunications and to theorise their social and cultural implications. As the media environment becomes complicated by increasingly multimodal messages broadcast to diverse languages and cultures, it is no surprise that misunderstanding seems to occur more (and not less) frequently, forcing difficult questions of society’s ability to refine mass communication into a more streamlined, more effective, and less error-prone system. The communication of meaning to mass audiences has long been theorised (e.g.: Shannon and Weaver; Schramm; Berlo) using the metaphor of a “transmitted message.” While these early researchers varied in their approaches to the study of mass communication, common to their theoretical models is to characterise miscommunication as a dysfunction of the pure transmission process: interference that prevents the otherwise successful relay of meaning from a “sender” to a “receiver.” For example, Schramm’s communication model is based upon two individuals sharing “fields of experience”; error and misunderstanding occur to the extent that these fields do not overlap. For Shannon and Weaver, these disconnects were described explicitly as semantic noise: distortions of meaning that resulted in the message received being different from what was being transmitted. While much of this early research in mass communication continues to be relevant to students of communication and media studies, the transmission metaphor has been called into question for the way it frames miscommunication as a distortion of otherwise clear and stable “meaning,” and not as an inevitable result of the gray area that lies between every sender’s intention and a receiver’s interpretation. It is precisely this problem with the transmission metaphor that Derrida calls into question. For Derrida (as well as for many post-structuralists, linguists, and cultural theorists) what we communicate cannot necessarily be intended or interpreted in any stable fashion. Rather, Derrida describes communication as inherently “iterable … able to break with every given context, and engender infinitely new contexts in an absolutely unsaturable fashion” (“Signature” 320). Derrida is concerned that the transmission metaphor doesn’t account for the fact that all signs (words, images, and so on) can signify a multitude of things to different individuals in different contexts, at different points in time. Further, he reminds us that any perceived signification (and thus, meaning) is produced finally, not by the sender, but by the receiver. Within Derrida’s conception of communication as a perpetually open-ended system, the concept of noise takes on a new shape. Perhaps ambiguous meaning is not the “noise” of an otherwise pure system, but rather, perhaps it is only noise that constitutes all acts of communication. Indeed, while Derrida agrees that the consistency and repetition of language help to limit the effects of iterability, he believes that all meaning is ambiguous and never final. Therefore, to communicate is to perpetually negotiate this semantic ambiguity, not to overcome it, constrain it, or push it aside. With these thoughts in mind, when I return to a focus on mass media and media communication, it becomes readily apparent that there do exist sites of cultural production where noise is not only prolific, but where it is also functional—and indeed crucial to a communicator’s goals. Such sites are what Mark Nunes describes as “cultures of noise”: a term I specify in this paper to describe those organised media practices that seem to negotiate, function, and thrive by communicating ambiguously, or at the very least, by resisting the urge to signify explicitly. Cultures of noise are important to the study of media precisely for the ways they call into question our existing paradigms of what it means to communicate. By suggesting that aberrant interpretations of meaning are not dysfunctions of what would be an otherwise efficient system, cultures of noise reveal how certain “asignifying poetics” might be productive and generative for our communication goals. The purpose of this paper is to understand how cultures of noise function by exploring one such case study: the pervasive use of commercial stock images throughout mass media. I will describe how the semantic ambiguity embedded into the construction and sale of stock images is productive both to the stock photography industry and to certain practices of advertising, marketing, and communicating corporate identity. I will begin by discussing the stock image’s dependence upon semantic ambiguity and the productive function this ambiguity serves in supporting the success of the stock photography industry. I will then describe how this ambiguity comes to be employed by corporations and advertisers as “filler content,” enabling these producers to elide the accountability and risk that is involved with more explicit communication. Ambiguous Raw Material: The Stock Industry as a Culture of Noise The photographic image has been a staple of corporate identity for as long as identity has been a concern of corporations. It is estimated that more than 70% of the photographic images used in today’s corporate marketing and advertising have been acquired from a discrete group of stock image firms and photography stock houses (Frosh 5). In fact, since its inception in the 1970’s, increasing global dependence on stock imagery has grown the practice of commercial stock photography into a billion dollar a year industry. Commercial stock images are somewhat peculiar. Unlike other non-fiction genres of stock photography (e.g., editorial and journalistic) commercial stock images present explicitly fictive, constructed scenes. Indeed, many of the images of business workers, doctors, and soccer moms that one finds through a Google Image search are actually actors hired to stage a scene. In this way, commercial stock images share much more in common with the images produced for advertising campaigns, in that they are designed to support branding and corporate identity messages. However, unlike traditional advertising images, which are designed to deliver a certain message for a quite specific application (think ‘Tide stain test’ or ‘posh woman in the Lexus’), commercial stock images have been purposely constructed with no particular application in mind. On the contrary, stock images must be designed to anticipate the diverse needs of cultural intermediaries—design firms, advertising agencies, and corporate marketing teams—who will ultimately purchase the majority of these images. (Frosh 57) To achieve these goals, every commercial stock image is designed to be somewhat open-ended, in order to offer up a field of potential meanings, and yet these images also seem to anticipate the applications of use that will likely appeal to the discourses of corporate marketing and advertising. In this way, the commercial stock image might best be understood as undefined raw material, as a set of likely potentialities still lacking a final determination—what Derrida describes as “undecided” meaning: “I want to recall that undecidability is always a determinate oscillation between possibilities (for example, of meaning, but also of acts). These possibilities are highly determined in strictly concerned situations … they are pragmatically determined. The analyses that I have devoted to undecidability concern just these determinations and these definitions, not at all some vague “indeterminacy”. I say “undecidability” rather than “indeterminacy” because I am interested more in relations of force, in everything that allows, precisely, determinations in given situations to be stabilised through a decision … .” (Limited 148) A stock image’s ambiguity is the result of an intentional design process whereby the stock photography industry presents the maximum range of possible meanings, and yet, falls artfully short of “deciding” any of them. Rather, it is the advertisers, designers, and marketers who ultimately make these decisions by finding utility for the image in a certain context. The more customers that can find a use for a certain image, the more this image will be purchased, and the more valuable that particular stock image becomes. It is precisely in this way that the stock photography industry functions as a culture of noise and raises questions of the traditional sender-to-receiver model of communication. Cultures of noise not only embrace semantic ambiguity; they rely upon this ambiguity for their success. Indeed, the success of the stock photography industry quite literally depends upon the aberrant and unpredictable interpretations of buyers. It is now quite explicitly the “receiver,” and not the “sender,” who controls meaning by imbuing the image with meaning for a specific context and specific need. Once purchased, the “potentialities” of meaning within a stock image become somewhat determined by its placement within a certain context of circulation, such as its use for a banking advertisement or healthcare brochure. In many cases, the meaning of a given stock image is also specified by the text with which it is paired. (Fig. 1) Using text to control the meaning of an image is what Roland Barthes describes as anchorage, “the creator’s (and hence society’s) right of inspection over the image; anchorage is a control, bearing a responsibility in the face of the projective power of pictures-for the use of the message” (156). By using text to constrain how an image should be interpreted, the subjects, forms, and composition of a stock image work to complement the textual message in a clear and defined way. Fig. 1: Courtesy of Washington Mutual. Used by permission. Barthes’ textual anchorage: In advertising and marketing, the subject, form and composition of a stock image are made specific by the text with which the image is paired. Filler Content: Advertising and Marketing as a Culture of Noise In other marketing and advertising messages, I observe that stock images are used in quite a different way, as filler content: open-ended material that takes the place of more explicit, message-oriented elements. As a culture of noise, filler content opposes the goal of generating a clear and specific message. Rather, the goal of filler content is to present an ambiguous message to consumers. When stock images are used as filler content, they are placed into advertising and marketing messages with virtually the same degree of ambiguity as when the image was originally constructed. Such images receive only vague specificity from textual anchorage, and little effort is made by the message producer to explicitly “decide” a message’s meaning. Consider the image (Fig. 2) used in a certain marketing design. Compared with Figure 1, this design makes little attempt to specify the meaning of the image through text. On the contrary, the image is purposely left open to our individual interpretations. Without textual anchorage, the image is markedly “undecided.” As such, it stages the same ambiguous potential for final consumers as it did for the advertiser who originally purchased the image from the stock image house. Fig. 2: Courtesy of VISA.com. Used by permission. Filler content: What meaning(s) does the image have for you? Love? Happiness? Leisure? Freedom? The Outdoors? Perhaps you rode your bike today? While filler content relies upon audiences to fill in the blanks, it also inserts meaning by leveraging the cultural reinforcement of other, similar images. Consider the way that the image of “a woman with a headset” has come to signify customer service (Fig. 3). The image doesn’t represent this meaning on its own, but it works as part of a larger discourse, what Paul Frosh describes as an “image repertoire” (91). By bombarding us incessantly with a repetition of similar images, the media continues to bolster the iconic value that certain stock images possess. The woman with the headset has become an icon of a “Customer Service Representative” because we are exposed to a repetition of images that repeatedly stage the same or similar scene of this idea. As Frosh suggests, “this is the essence of the concept-based stock image: it constitutes a pre-formed, generically familiar visual symbol that calls forth relevant connotations from the social experience of viewers…” (79). Fig. 3: The image repertoire: All filler content depends upon the iconic status of certain stock photography clichés, categories and familiar scenes. Perhaps you have seen these images before? As a culture of noise, stock images in advertising and marketing function as filler content in two ways: 1) meaning is left undecided by the advertiser who intends for customers to create their own interpretations of an advertisement; 2) meaning is generated by the ideological constructs of an “image repertoire” that is itself promulgated by the stock photography industry. As such, filler content signals a shift in the goals of modern advertising and marketing, where corporate messages are designed to be increasingly ambiguous, and meaning seems to be decided more than ever by the final audience. As marketing psychologists Kim and Kahle suggest: Advertising strategy … may need to be changed. Instead of providing the “correct” consumption episodes, marketers could give … an open-ended status, thereby allowing consumers to create the image on their own and to decide the appropriateness of the product for a given need or situation. (63) The potentiality of meanings that was initially embedded into stock images in order to make them more attractive to cultural intermediaries, is also being “passed on” to the final audiences by these same advertisers and marketers. The same noisy signification that supported the sale of stock photos from the stock industry to advertisers now also seems to support the “sale” of messages that advertisers pass on to their audiences. In the same way as the stock photography industry, practices of filler content in advertising also create a culture of noise, by relying upon ambiguous messages that end customers are now forced to both produce and consume. Safe and Vague: The Corporate Imperative Ambiguous communication is not, by itself, egregious. On the contrary, many designers believe that creating a space for thoughtful, open-ended discovery is one of the best ways to provide a meaningful experience to end users. Interaction designer and professor Philip Van Allen describes one such approach to ambiguous design as “productive interaction”: “an open mode of communication where people can form their own outcomes and meanings … sharing insights, dilemmas and questions, and creating new opportunities for synthesis” (56). The critical difference between productive interaction and filler content is one of objective. While media designers embrace open-ended design as a way to create deeper, more meaningful connections with users, modern advertising employs ambiguous design elements, such as stock images, to elide a responsibility to message. Indeed, many marketing and organisational communication researchers (e.g.: Chreim; Elsbach and Kramer; Cheney) suggest that as corporations manage their identities to increasingly disparate and diverse media audiences, misunderstandings are more likely to bring about identity dissonance: that is, “disconnections” between the identity projected by the organisation and the identity attributed to an organisation by its customer-public. To grapple with identity dissonance, Samia Chreim suggests that top managers may choose to engage in the practice of dissonance avoidance: the use of ambiguous messages to provide flexibility in the interpretations of how customers can define a brand or organisation: Dissonance avoidance can be achieved through the use of ambiguous terms … organisations use ambiguity to unite stakeholders under one corporate banner and to stretch the interpretation of how the organisation, or a product or a message can be defined. (76) Corporations forgo the myriad disconnects and pitfalls of mass communication by choosing never to craft an explicit message, hold a position, or express a belief that customers could demur or discount. In such instances, it appears that cultures of noise, such as filler content, may service a shrewd corporate strategy that works to mitigate their responsibility to message. A Responsibility to Message This discussion of “cultures of noise” contributes to media studies by situating semantic noise as productive, and indeed, sometimes vital, to practices of media communication. Understanding the role of semantic noise in communication is an important corner for media scholars to turn, especially as today’s message producers rely and thrive upon certain productive aspects of ambiguous communication. However, this discussion also suggests that all media messages must be critically evaluated in quite a different way. While past analyses of media messages have sought to root out the subversive and manipulative factors that resided deep down in our culture, cultures of noise suggest that it is now also important for media studies to consider the deleterious effects of media’s noisy, diluted, and facile surface. Jean Baudrillard was deeply concerned that the images used in media are too often “used for delusion, for the elusion of communication … for absolving face-to-face relations and social responsibilities. They don’t really lead to action, they substitute for it most of the time” (203). Indeed, while the stock image as filler content may solve the problems faced by corporate message producers in a highly ramified media environment, there is an increasing need to question the depth of meaning in our visual culture. What is the purpose of a given image? What is the producer trying to say? Is it relying on end users to find meaning? Are the images relying an iconic repertoire? Is the producer actually making a statement? And if not, why not? As advertising and marketing continues to shape the visual ground of our culture, Chreim also warns us of our responsibility to message: What is gained in avoiding [identity dissonance] can be lost in the ability to create meaning for stakeholders. Over-reliance on abstract terms may well leave the organisation with a hollow core, one that cannot be appropriated by [customers] in their quest for meaning and identification with the organisation. (88) While cultures of noise may be productive in mitigating the problems of dissonance and miscommunication, and while they may signal new opportunity spaces for design, media, and mass communication, we must also remember that a reliance on ambiguity can sometimes cripple our ability to say anything meaningful at all. References Barthes, Roland. “The Rhetoric of the Image”. The Rhetoric of the Image. Trans. Richard Howard. Berkeley: U of California P, 1977. Baudrillard, Jean. “Aesthetic Illusion and Virtual Reality.” Reading Images. Ed. Julia Thomas. Houndmills: Macmillan, 2000. Berlo, David K. The Process of Communication. New York: Holt, Rinehart and Winston, Inc., 1960. Chreim, Samia. “Reducing Dissonance: Closing the Gap between Projected and Attributed Identity”. Corporate and Organizational Identities: Integrating Strategy, Marketing, Communication and Organizational Perspectives. Eds. B. Moingeon and G. Soenen. Chicago: Routledge, 2002. Derrida, Jacques. “Signature, Event. Context.” Derrida, Jacques: Margins of Philosophy. Trans. Alan Bass. Chicago: 1982. Derrida, Jacques. Limited Inc. Evanston, Ill.: Northwestern UP, 1988. Frosh, Paul. The Image Factory. New York: Berg, 2003. Gettyimages.com. Getty Images. 20 Oct. 2007 http://gettyimages.mediaroom.com>. Kahle, Lynn R., and Kim Chung-Hyun, eds. Creating Images and the Psychology of Marketing Communication. New Jersey: Lawrence Elbaum Associates, 2006 Shannon, Claude F., and Warren Weaver. The Mathematical Theory of Communication. Urbana, Ill.: The University of Illinois Press, 1964. Schramm, Wilbur. “How Communication Works”. The Process and Effects of Mass Communication, ed. Wilbur Schramm. Urbana, Ill.: U of Illinois P, 1961. Van Allen, Philip. “Models”. The New Ecology of Things. Pasadena: Media Design Program, Art Center College of Design, 2007. Citation reference for this article MLA Style Ward, Christopher Grant. "Stock Images, Filler Content and the Ambiguous Corporate Message." M/C Journal 10.5 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0711/04-ward.php>. APA Style Ward, C. (Oct. 2007) "Stock Images, Filler Content and the Ambiguous Corporate Message," M/C Journal, 10(5). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0711/04-ward.php>.

This study is analysis of classroom interaction between English and Mathematics subject which conducted by teachers and students through communication in classroom interaction. The aims of this study were: (a) To identify the kinds of Initiation-Response-Feedback (IRF) pattern are used by the teacher and students in classroom interaction based on Sinclair and Coulthard Model (1975), and (b) To find out why the Initiation-Response-Feedback (IRF) pattern is dominant in classroom interaction through different subject. The design of the research used qualitative research. To answer the problem of study, the data collected through the following instrument: observation, recording and interviewing which were analyzed by using Sinclair and Coulthard model and a concept of teaching. The results of this research were the following, (a) it was found that in English and Mathematics classroom discourse, as the IR (Initiation-Response) was used more often by teachers and I (Initiation) was used by students in English classroom then IF (Initiation-Feedback) was used by students in Mathematics classroom, (b) the reason why the IRF pattern dominantly appeared based on teacher’s performance which dominantly initiated questions and information was affected by the presage category and context category then the students’ performance which dominantly responded the teachers’ questions and information was affected by the students’ thought processes category.Key words: Classroom interaction, classroom discourse, Sinclair and Coulthard Model, IRF Pattern.

On 19 January 1975, Australia’s first youth station 2JJ (Double Jay) launched itself onto the nation’s airwaves with a NASA-style countdown and You Only Like Me ‘Cause I’m Good in Bed by Australian band Skyhooks. Refused airtime by the commercial stations because of its explicit sexual content, this song was a clear signifier of the new station’s intent—to occupy a more radical territory on Australian radio. Indeed, Double Jay’s musical entrée into the highly restrictive local broadcasting environment of the time has gone on to symbolise both the station’s role in its early days as an enfant terrible of radio (Inglis 376), and its near 40 years as a voice for youth culture in Australia (Milesago, Double Jay). In this paper we explore the proposition that Double Jay functioned as an outlet for youth counterculture in Australia, and that it achieved this even with (and arguably because of) its credentials as a state-generated entity. This proposition is considered via brief analysis of the political and musical context leading to the establishment of Double Jay. We intend to demonstrate that although the station was deeply embedded in “the system” in material and cultural terms, it simultaneously existed in an “uneasy symbiosis” (Martin and Siehl 54) with this system because it consciously railed against the mainstream cultures from which it drew, providing a public and active vehicle for youth counterculture in Australia. The origins of Double Jay thus provide one example of the complicated relationship between culture and counterculture, and the multiple ways in which the two are inextricably linked. As a publicly-funded broadcasting station Double Jay was liberated from the industrial imperatives of Australia’s commercial stations which arguably drove their predisposition for formula. The absence of profit motive gave Double Jay’s organisers greater room to experiment with format and content, and thus the potential to create a genuine alternative in Australia broadcasting. As a youth station Double Jay was created to provide a minority with its own outlet. The Labor government committed to wrenching airspace from the very restrictive Australian broadcasting “system” (Wiltshire and Stokes 2) to provide minority voices with room to speak and to be heard. Youth was identified by the government as one such minority. The Australian Broadcasting Commission (ABC) contributed to this process by enabling young staffers to establish the semi-independent Contemporary Radio Unit (CRU) (Webb) and within this a youth station. Not only did this provide a focal point around which a youth collective could coalesce, but the distinct place and identity of Double Jay within the ABC offered its organisers the opportunity to ignore or indeed subvert some of the perceived strictures of the “mothership” that was the ABC, whether in organisational, content and/or stylistic terms. For these and other reasons Double Jay was arguably well positioned to counter the broadcasting cultures that existed alongside this station. It did so stylistically, and also in more fundamental ways, At the same time, however, it “pillaged the host body at random” (Webb) co-opting certain aspects of these cultures (people, scheduling, content, administration) which in turn implicated Double Jay in the material and cultural practices of those mainstream cultures against which it railed. Counterculture on the Airwaves: Space for Youth to Play? Before exploring these themes further, we should make clear that Double Jay’s legitimacy as a “counterculture” organisation is observably tenuous against the more extreme renderings of the concept. Theodore Roszak, for example, requires of counterculture something “so radically disaffiliated from the mainstream assumptions of our society that it scarcely looks to many as a culture at all” (5). Double Jay was a brainchild of the state: an outcome of the Whitlam Government’s efforts to open up the nation’s airwaves (Davis, Government; McClelland). Further, the supervision of this station was given to the publicly funded Australian national broadcaster, the ABC (Inglis). Any claim Double Jay has to counterculture status then is arguably located in less radical invocations of the term. Some definitions, for example, hold that counterculture contains value systems that run counter to culture, but these values are relational rather than divorced from each other. Kenneth Leech, for example, states that counterculture is "a way of life and philosophy which at central points is in conflict with the mainstream society” (Desmond et al. 245, our emphasis); E.D. Batzell defines counterculture as "a minority culture marked by a set of values, norms and behaviour patterns which contradict those of the dominant society" (116, our emphasis). Both definitions imply that counterculture requires the mainstream to make sense of what it is doing and why. In simple terms then, counterculture as the ‘other’ does not exist without its mainstream counterpoint. The particular values with which counterculture is in conflict are generated by “the system” (Heath and Potter 6)—a system that imbues “manufactured needs and mass-produced desires” (Frank 15) in the masses to encourage order, conformity and consumption. Counterculture seeks to challenge this “system” via individualist, expression-oriented values such as difference, diversity, change, egalitarianism, and spontaneity (Davis On Youth; Leary; Thompson and Coskuner‐Balli). It is these kinds of counterculture values that we demonstrate were embedded in the content, style and management practices within Double Jay. The Whitlam Years and the Birth of Double Jay Double Jay was borne of the Whitlam government’s brief but impactful period in office from 1972 to 1975, after 23 years of conservative government in Australia. Key to the Labor Party’s election platform was the principle of participatory democracy, the purpose of which was “breaking down apathy and maximising active citizen engagement” (Cunningham 123). Within this framework, the Labor Party committed to opening the airwaves, and reconfiguring the rhetoric of communication and media as a space of and for the people (Department of the Media 3). Labor planned to honour this commitment via sweeping reforms that would counter the heavily concentrated Australian media landscape through “the encouragement of diversification of ownership of commercial radio and television”—and in doing so enable “the expression of a plurality of viewpoints and cultures throughout the media” (Department of the Media 3). Minority groups in particular were to be privileged, while some in the Party even argued for voices that would actively agitate. Senator Jim McClelland, for one, declared, “We say that somewhere in the system there must be broadcasting which not only must not be afraid to be controversial but has a duty to be controversial” (Senate Standing Committee 4). One clear voice of controversy to emerge in the 1960s and resonate throughout the 1970s was the voice of youth (Gerster and Bassett; Langley). Indeed, counterculture is considered by some as synonymous with a particular strain of youth culture during this time (Roszak; Leech). The Labor Government acknowledged this hitherto unrecognised voice in its 1972 platform, with Minister for the Media Senator Doug McClelland claiming that his party would encourage the “whetting of the appetite” for “life and experimentation” of Australia’s youth – in particular through support for the arts (160). McClelland secured licenses for two “experimental-type” stations under the auspices of the ABC, with the youth station destined for Sydney via the ABC’s standby transmitter in Gore Hill (ABCB, 2). Just as the political context in early 1970s Australia provided the necessary conditions for the appearance of Double Jay, so too did the cultural context. Counterculture emerged in the UK, USA and Europe as a clear and potent force in the late 1960s (Roszak; Leech; Frank; Braunstein and Doyle). In Australia this manifested in the 1960s and 1970s in various ways, including political protest (Langley; Horne); battles for the liberalisation of censorship (Hope and Dickerson, Liberalisation; Chipp and Larkin); sex and drugs (Dawson); and the art film scene (Hope and Dickerson, Happiness; Thoms). Of particular interest here is the “lifestyle” aspect of counterculture, within which the value-expressions against the dominant culture manifest in cultural products and practices (Bloodworth 304; Leary ix), and more specifically, music. Many authors have suggested that music was pivotal to counterculture (Bloodworth 309; Leech 8), a key “social force” through which the values of counterculture were articulated (Whiteley 1). The youth music broadcasting scene in Australia was extremely narrow prior to Double Jay, monopolised by a handful of media proprietors who maintained a stranglehold over the youth music scene from the mid-50s. This dominance was in part fuelled by the rising profitability of pop music, driven by “the dreamy teenage market”, whose spending was purely discretionary (Doherty 52) and whose underdeveloped tastes made them “immune to any sophisticated disdain of run-of-the-mill” cultural products (Doherty 230-231). Over the course of the 1950s the commercial stations pursued this market by “skewing” their programs toward the youth demographic (Griffen-Foley 264). The growing popularity of pop music saw radio shift from a “multidimensional” to “mono-dimensional” medium according to rock journalist Bruce Elder, in which the “lowest-common-denominator formula of pop song-chat-commercial-pop-song” dominated the commercial music stations (12). Emblematic of this mono-dimensionalism was the appearance of the Top 40 Playlist in 1958 (Griffin-Foley 265), which might see as few as 10–15 songs in rotation in peak shifts. Elder claims that this trend became more pronounced over the course of the 1960s and peaked in 1970, with playlists that were controlled with almost mechanical precision [and] compiled according to American-devised market research methods which tended to reinforce repetition and familiarity at the expense of novelty and diversity. (12) Colin Vercoe, whose job was to sell the music catalogues of Festival Records to stations like 2UE, 2SER and SUW, says it was “an incredibly frustrating affair” to market new releases because of the rigid attachment by commercials to the “Top 40 of endless repeats” (Vercoe). While some air time was given to youth music beyond the Top 40, this happened mostly in non-peak shifts and on weekends. Bill Drake at 2SM (who was poached by Double Jay and allowed to reclaim his real name, Holger Brockmann) played non-Top 40 music in his Sunday afternoon programme The Album Show (Brockmann). A more notable exception was Chris Winter’s Room to Move on the ABC, considered by many as the predecessor of Double Jay. Introduced in 1971, Room to Move played all forms of contemporary music not represented by the commercial broadcasters, including whole albums and B sides. Rock music’s isolation to the fringes was exacerbated by the lack of musical sales outlets for rock and other forms of non-pop music, with much music sourced through catalogues, music magazines and word of mouth (Winter; Walker). In this context a small number of independent record stores, like Anthem Records in Sydney and Archie and Jugheads in Melbourne, appear in the early 1970s. Vercoe claims that the commercial record companies relentlessly pursued the closure of these independents on the grounds they were illegal entities: The record companies hated them and they did everything they could do close them down. When (the companies) bought the catalogue to overseas music, they bought the rights. And they thought these record stores were impinging on their rights. It was clear that a niche market existed for rock and alternative forms of music. Keith Glass and David Pepperell from Archie and Jugheads realised this when stock sold out in the first week of trade. Pepperell notes, “We had some feeling we were doing something new relating to people our own age but little idea of the forces we were about to unleash”. Challenging the “System” from the Inside At the same time as interested individuals clamoured to buy from independent record stores, the nation’s first youth radio station was being instituted within the ABC. In October 1974, three young staffers—Marius Webb, Ron Moss and Chris Winter— with the requisite youth credentials were briefed by ABC executives to build a youth-style station for launch in January 1975. According to Winter “All they said was 'We want you to set up a station for young people' and that was it!”, leaving the three with a conceptual carte blanche–although assumedly within the working parameters of the ABC (Webb). A Contemporary Radio Unit (CRU) was formed in order to meet the requirements of the ABC while also creating a clear distinction between the youth station and the ABC. According to Webb “the CRU gave us a lot of latitude […] we didn’t have to go to other ABC Departments to do things”. The CRU was conscious from the outset of positioning itself against the mainstream practices of both the commercial stations and the ABC. The publicly funded status of Double Jay freed it from the shackles of profit motive that enslaved the commercial stations, in turn liberating its turntables from baser capitalist imperatives. The two coordinators Ron Moss and Marius Webb also bypassed the conventions of typecasting the announcer line-up (as was practice in both commercial and ABC radio), seeking instead people with charisma, individual style and youth appeal. Webb told the Sydney Morning Herald that Double Jay’s announcers were “not required to have a frontal lobotomy before they go on air.” In line with the individual- and expression-oriented character of the counterculture lifestyle, it was made clear that “real people” with “individuality and personality” would fill the airwaves of Double Jay (Nicklin 9). The only formula to which the station held was to avoid (almost) all formula – a mantra enhanced by the purchase in the station’s early days of thousands of albums and singles from 10 or so years of back catalogues (Robinson). This library provided presenters with the capacity to circumvent any need for repetition. According to Winter the DJs “just played whatever we wanted”, from B sides to whole albums of music, most of which had never made it onto Australian radio. The station also adapted the ABC tradition of recording live classical music, but instead recorded open-air rock concerts and pub gigs. A recording van built from second-hand ABC equipment captured the grit of Sydney’s live music scene for Double Jay, and in so doing undercut the polished sounds of its commercial counterparts (Walker). Double Jay’s counterculture tendencies further extended to its management style. The station’s more political agitators, led by Webb, sought to subvert the traditional top-down organisational model in favour of a more egalitarian one, including a battle with the ABC to remove the bureaucratic distinction between technical staff and presenters and replace this with the single category “producer/presenter” (Cheney, Webb, Davis 41). The coordinators also actively subverted their own positions as coordinators by holding leaderless meetings open to all Double Jay employees – meetings that were infamously long and fraught, but also remembered as symbolic of the station’s vibe at that time (Frolows, Matchett). While Double Jay assumed the ABC’s focus on music, news and comedy, at times it politicised the content contra to the ABC’s non-partisan policy, ignored ABC policy and practice, and more frequently pushed its contents over the edges of what was considered propriety and taste. These trends were already present in pockets of the ABC prior to Double Jay: in current affairs programmes like This Day Tonight and Four Corners (Harding 49); and in overtly leftist figures like Alan Ashbolt (Bowman), who it should be noted had a profound influence over Webb and other Double Jay staff (Webb). However, such an approach to radio still remained on the edges of the ABC. As one example of Double Jay’s singularity, Webb made clear that the ABC’s “gentleman’s agreement” with the Federation of Australian Commercial Broadcasters to ban certain content from airplay would not apply to Double Jay because the station would not “impose any censorship on our people” – a fact demonstrated by the station’s launch song (Nicklin 9). The station’s “people” in turn made the most of this freedom with the production of programmes like Gayle Austin’s Horny Radio Porn Show, the Naked Vicar Show, the adventures of Colonel Chuck Chunder of the Space Patrol, and the Sunday afternoon comic improvisations of Nude Radio from the team that made Aunty Jack. This openness also made its way into the news team, most famously in its second month on air with the production of The Ins and Outs of Love, a candid documentary of the sexual proclivities and encounters of Sydney’s youth. Conservative ABC staffer Clement Semmler described the programme as containing such “disgustingly explicit accounts of the sexual behaviour of young teenagers” that it “aroused almost universal obloquy from listeners and the press” (35). The playlist, announcers, comedy sketches, news reporting and management style of Double Jay represented direct challenges to the entrenched media culture of Australia in the mid 1970s. The Australian National Commission for UNESCO noted at the time that Double Jay was “variously described as political, subversive, offensive, pornographic, radical, revolutionary and obscene” (7). While these terms were understandable given the station’s commitment to experiment and innovation, the “vital point” about Double Jay was that it “transmitted an electronic reflection of change”: What the station did was to zero in on the kind of questioning of traditional values now inherent in a significant section of the under 30s population. It played their music, talked in their jargon, pandered to their whims, tastes, prejudices and societal conflicts both intrinsic and extrinsic. (48) Conclusion From the outset, Double Jay was locked in an “uneasy symbiosis” with mainstream culture. On the one hand, the station was established by federal government and its infrastructure was provided by state funds. It also drew on elements of mainstream broadcasting in multiple ways. However, at the same time, it was a voice for and active agent of counterculture, representing through its content, form and style those values that were considered to challenge the ‘system,’ in turn creating an outlet for the expression of hitherto un-broadcast “ways of thinking and being” (Leary). As Henry Rosenbloom, press secretary to then Labor Minister Dr Moss Cass wrote, Double Jay had the potential to free its audience “from an automatic acceptance of the artificial rhythms of urban and suburban life. In a very real sense, JJ [was] a deconditioning agent” (Inglis 375-6). While Double Jay drew deeply from mainstream culture, its skilful and playful manipulation of this culture enabled it to both reflect and incite youth-based counterculture in Australia in the 1970s. References Australian Broadcasting Control Board. Development of National Broadcasting and Television Services. ABCB: Sydney, 1976. Batzell, E.D. “Counter-Culture.” Blackwell Dictionary of Twentieth-Century Social Thought. Eds. Williams Outhwaite and Tom Bottomore. Oxford: Blackwell, 1994. 116-119. Bloodworth, John David. “Communication in the Youth Counterculture: Music as Expression.” Central States Speech Journal 26.4 (1975): 304-309. Bowman, David. “Radical Giant of Australian Broadcasting: Allan Ashbolt, Lion of the ABC, 1921-2005.” Sydney Morning Herald 15 June 2005. 15 Sep. 2013 ‹http://www.smh.com.au/news/Obituaries/Radical-giant-of-Australian-broadcasting/2005/06/14/1118645805607.html›. Braunstein, Peter, and Michael William Doyle. Eds. Imagine Nation: The American Counterculture of the 1960s and '70s New York: Taylor and Francis, 2002. Brockman, Holger. Personal interview. 8 December 2013. Cheney, Roz. Personal interview. 10 July 2013. Chipp, Don, and John Larkin. Don Chipp: The Third Man. Adelaide: Rigby, 2008. Cunningham, Frank. Theories of Democracy: A Critical Introduction. London: Routledge, 2002. Davis, Fred. On Youth Subcultures: The Hippie Variant. New York: General Learning Press, 1971. Davis, Glyn. "Government Decision‐Making and the ABC: The 2JJ Case." Politics 19.2 (1984): 34-42. Dawson, Jonathan. "JJJ: Radical Radio?." Continuum: Journal of Media & Cultural Studies 6.1 (1992): 37-44. Department of the Media. Submission by the Department of the Media to the Independent Inquiry into Frequency Modulation Broadcasting. Sydney: Australian Government Publishers, 1974. 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Heath, Joseph, and Andrew Potter. Nation of Rebels: Why Counterculture Became Consumer Culture. New York: Harper Collins, 2004. Hope, Cathy, and Adam Dickerson. “The Sydney and Melbourne Film Festivals, and the Liberalisation of Film Censorship in Australia”. Screening the Past 35 (2012). 12 Aug. 2014 ‹http://www.screeningthepast.com/2012/12/the-sydney-and-melbourne-film-festivals-and-the-liberalisation-of-film-censorship-in-australia/›. Hope, Cathy, and Adam Dickerson. “Is Happiness Festival-Shaped Any Longer? The Melbourne and Sydney Film Festivals and the Growth of Australian Film Culture 1973-1977”. Screening the Past 38 (2013). 12 Aug. 2014 ‹http://www.screeningthepast.com/2013/12/‘is-happiness-festival-shaped-any-longer’-the-melbourne-and-sydney-film-festivals-and-the-growth-of-australian-film-culture-1973-1977/›. Horne, Donald. Time of Hope: Australia 1966-72. Sydney: Angus and Robertson, 1980. Inglis, Ken. This Is the ABC: The Australian Broadcasting Commission, 1932-1983. 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Milesago. “Part 5: 1971-72 - Sundown and 'Archie & Jughead's”. n.d. Keith Glass – A Life in Music. 12 Oct. 2012 ‹http://www.milesago.com/Features/keithglass5.htm›. Nicklin, Lenore. “Rock (without the Roll) around the Clock.” Sydney Morning Herald 18 Jan. 1975: 9. Robinson, Ted. Personal interview. 11 December 2013. Roszak, Theodore. The Making of a Counter Culture. New York: Anchor, 1969. Semmler, Clement. The ABC - Aunt Sally and Sacred Cow. Carlton: Melbourne University Press, 1981. Senate Standing Committee on Education, Science and the Arts and Jim McClelland. Second Progress Report on the Reference, All Aspects of Television and Broadcasting, Including Australian Content of Television Programmes. Canberra: Australian Senate, 1973. Thompson, Craig J., and Gokcen Coskuner‐Balli. "Countervailing Market Responses to Corporate Co‐optation and the Ideological Recruitment of Consumption Communities." Journal of Consumer Research 34.2 (2007): 135-152. 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Metaphors of 'game' and 'play' are increasingly popular in academic writing, partly because games themselves are becoming increasingly important to media experience, and partly because something in the 'game' idea seems to describe the post-modern experience. However, the metaphor sometimes forgets what games can be like in practice. What I want to do, then, is go a round or two with the term, to question what the metaphor invokes. Round I: 'Game'? Games are played on a dedicated field -- a board, a screen, a playing-ground -- which is marked off so that in some sense it becomes a separate 'space', Huizinga's "magic circle". Play begins, and then, Huizinga argues, it is over, its effects lost (13). Players choose to play, agreeing to arbitrary rules controlling the game 'world'; goals and penalties are agreed in advance. Thus the gameworld provides an oasis of order in a chaotic, unruly world (Huizinga again); despite (sometimes) volumes of rules, games themselves are less complex and more clearly defined than "the casual and confused reign of everyday existence" (Berger, qtd. in Holquist 122). The sanctity of the game-space offers something more than mere order. The construction of order through arbitrary rules temporarily dissolves the significance of the outside world. Players concentrate wholly on the game -- on the dice or the puck or the pawn; good gameplay (to use Banks's expression) makes you forget yourself and the passage of time, not operating consciously but going with the flow. Play, writes Csikszentmihalyi, "is going. It is what happens after all the decisions are made -- when 'let's go' is the last thing one remembers" (45). It is a difficult state to attain but it seems valuable, from academia's overly rationalistic perspective, to get out of our heads and let some other sense drive for a while. Games engage different senses. Players use skills not ordinarily valued, striving for self-fulfilling perfection. Mundane time is linear, but games are full of diversionary, goal-deferring loops -- "the movement which is play has no goal which brings it to an end; rather it renews itself in constant repetition" (Gadamer 93). Gameplay is unpredictable; it shuttles back and forth, unsettled, dynamic, open to chance. You cannot surely predict the outcome. And then you play again. We like, too, the superficiality of games. They are useless, wilfully inefficient, pursued solely for the pleasures they provide. Games can be seen as representative -- of power struggles, of unspeakable impulses -- but the action is distanced from the self. Imbued in an (in)animate piece or a disguised self, games license performance, freedom from the mundane self. Most importantly, game goals aren't 'really' important; we don't 'really' care; "no chains of causes and effects, means and ends, are supposed to connect the isolated area of play with the real world or ordinary life (Riezler 511). Thus, reasons the theorist, the gameworld is a privileged space. Having freely chosen to play and consented to pre-determined constraints, players slip the controlling lead of the superego in pursuit of mastery. Difficult impulses are exorcised -- cathartically, if you like -- in the safety of the gamespace, the temporary "otherwhere" of experience where nothing really matters; no lives are actually sacrificed; no deaths are permanent; no loss is irreversible. Games are interactive, simultaneously controlled and risky. If one excels, one is celebrated; if one loses -- ah well, it was only a game. Afterwards it ceases to matter: handshakes all round and down to the pub. Or so the theorists tell us. Round II: The Magic Circle My brother and his friends liked to play Skirmish. But afterwards, they were stiff and sore, with bruises lasting for months or longer. Players are regularly injured, permanently maimed, or even killed while playing those games we call 'sport'. True, you might forget yourself while playing, but what about afterwards? The embodiedness of players -- the constancy of muscle memory, bruises and scars -- imprints lasting effects on minds and flesh, inextricably binding the game world to the mundane. Besides physical injuries, however, are the continuity of memory and the excess of feelings (affect). Games, after all, are played by people, "who only indirectly and ambiguously share in the perfect order of their games" (Holquist 115), stuck as we are with irrational feelings. Losers feel sore, disgruntled; someone else has proven cleverer or faster or trickier; they never quite got in the flow; it wasn't fun. So when Stephenson writes, "play is enjoyed, no matter who wins" (46) -- well, no. People sulk, they cry, they become vengeful: people don't like losing -- witness the origins of football hooliganism. Perhaps the cost of being rationally detached from the outcome of a game, of leaving the mundane, ratiocinatic world behind, is an irrational, affective investment that sometimes matters when it shouldn't. To describe games as discrete, then, assumes that people are disembodied, completely rational and extremely forgetful: these are the only terms under which gameplay can be "detached". Huizinga and Caillois posit such players when they describe games as 'separate', 'unproductive', 'unreal'. They let the metaphor take over, mistaking form for practice. Somewhat extremely, Gadamer argues, "the real subject of the game ... is not the player, but instead the game itself" (95). No game, however, exists prior to or without players, and no players are free from the 'irrational' of their bodies and senses. Round III: Representation John Banks's "Controlling Gameplay" reminds us of the 'other senses' invoked in play. Games, he argued, are never simply representational. Gameplay is a forward momentum, engrossing and unselfconscious. He was right, but I want to recall, momentarily, the representativeness of games. It is, after all, partly their commitment to symbols that makes people willing to (be) hurt in a game, even to risk their lives. Besides the irrational commitment to the symbol engendered by the affective gameworld, is the representational content. The violence debate hinges around the detachment of the gameworld: theorists argue that in gamespace, it's 'not real; we're 'just playing'; "things within this area mean what we order them to mean. They are cut off from their meanings in the so-called real world or ordinary life" (Riezler 511). The game frame theoretically negates commitment to content and underlying meanings (see Bologh). Fink reminds us, though, that content always draws on the world of experience: it "is always partly, but never wholly, the creation of fantasy. It always has to do with real objects [or ideas], which fantasy transforms into play objects" (qtd. in Anchor 92). Hodge and Tripp argue that, although play modality undermines or inverts meanings, symbols retain their mundane meaning: "the surface content of the image coexists as part of the content. An image of violence is still an image of violence, and viewers who enjoy it are still endorsing those impulses in themselves" (117). Games invoke the imaginary, the symbolic and the sensual in ways beyond ordinary 'consciousness', but that never makes it insignificant. Memory and affect again. Structural anthropology provides ample evidence that games represent society (see, for example, Cheska). Clifford Geertz showed how games structurally reflect (often backwards) the values of a society. The game, he argued, reminds players of the overlap between their own and their society's values (27). Thus games function as social ritual (see Bakhtin, Caillois or Huizinga). But ritual, Handelman shows, is "how society should be" (189) -- in which case he is arguing that society should be ordered, rigidly rule-bound, oriented towards arbitrary goals and values, competitive, and simplistically representational. People -- and indeed, existence -- are complex, messy, defiant and irrational. "Not recognising the bounds between stylised game and causal reality is to do violence to the complexity of existence" (Holquist 121). Round IV: Structure Another remove from content, is structure. In Western society games are agonistic. Huizinga explicitly argued that their value lay in striving for glory over one's fellows, in proving oneself superior: that is what winning is. Although theorists now value the process more than the goals, gameplay nevertheless consists in trying to beat your opponent. Games are about conquest. Even those games featuring teamwork only require cooperation to vanquish opponents -- to inflict on them the humiliation, disappointment and (however infinitesimally) diminished social status that inevitably accompany losing. Moreover, there are hierarchies within teams. A good point guard is never as well paid as a good forward; the Dungeon Master or GM determines the 'fate' of the other players. Just as players and teams are hierarchised, so are leagues, reflecting Western society's valorisation of hierarchy. Many must be conquered for the individual to triumph. While players may freely accede to rules, they don't decide them -- they are governed conservatively. Rules may evolve organically but become reified, regulated top-down, detailed knowledge itself becoming a source of hierarchical authority. Game rules are not folk-knowledge; they are dictated, published, refereed: another source of contest. Time The game metaphor has its uses. Certainly what happens when one disappears or is lost in gameplay is worth serious attention. But to pretend that games are microcosmic, free, without affect, effect or meaning, and that they end with the final bell, is to forget the player, who lives on in the society reflected by the game. References Anchor, Robert. "History and Play: Johan Huizinga and his Critics." History and Theory 17 (1966): 63-93. Banks, John. "Controlling Gameplay." M/C: A Journal of Media and Culture 1.5 (1998). 15 Oct. 2000 <http://www.api-network.com/mc/9812/game.php>. Bologh, Roslyn Wallach. "On Fooling Around: A Phenomenological Analysis of Playfulness." The Annals of Phenomenological Sociology 1 (1976): 1113-25. Csikszentmihalyi, Mihaly, and Stith Bennett. "An Exploratory Model of Play." American Anthropologist. 44 (1974): 45-58. Gadamer, Hans-Georg. "The Ontology of the Work of Art and Its Hermeneutical Significance. Play as the Clue to Ontological Explanation." Truth and Method. (1960). Trans. and ed. Garrett Barden and John Cumming. London: Sheed and Ward, 1975. 91-119. Geertz, Clifford. "Deep Play: Notes on the Balinese Cockfight." Daedalus 101.1 (1972): 1-37. Handelman, Don. "Play and Ritual: Complementary Frames of Meta-Communication." It's a Funny Thing, Humor. Ed. Anthony J Chapman and Hugh Foot. Oxford: Pergamon, 1976. 185-92. Holquist, Michael. "How to Play Utopia: Some Brief Notes on the Distinctiveness of Utopian Fiction." Game, Play, Literature. Ed. Jacques Ehrmann. Boston: Beacon, 1968. 106-23. Hodge, Robert, and David Tripp. Children and Television: A Semiotic Approach. Cambridge: Polity, 1986. Huizinga, Johan. Homo Ludens: A Study of the Play-Element in Culture. Trans. anonymous. London: Routledge and Kegan Paul, 1949 [1944]. Riezler, Kurt. "Play and Seriousness." The Journal of Philosophy. 38 (1941): 507-17. Citation reference for this article MLA style: Rebecca Farley. "Game." M/C: A Journal of Media and Culture 3.5 (2000). [your date of access] <http://www.api-network.com/mc/0010/game.php>. Chicago style: Rebecca Farley, "Game," M/C: A Journal of Media and Culture 3, no. 5 (2000), <http://www.api-network.com/mc/0010/game.php> ([your date of access]). APA style: Rebecca Farley. (2000) Game. M/C: A Journal of Media and Culture 3(5). <http://www.api-network.com/mc/0010/game.php> ([your date of access]).

This study develops a high performance liquid chromatography with ultraviolet detection (HPLC-UV) for simultaneous quantification of hederacoside C and α-hederin in Hedera nepalensis K. Koch. The method proposed in this study was validated in terms of the analytical parameters such as high repeatability, high accuracy and good sensitivity. The method was used to determine the content of hederacoside C and α-hederin in Hedera nepalensis K. Koch, which had been collected in Ha Giang, Lao Cai and Lai Chau. The study results show that the content of hederacoside C and the content of α-hederin ranged from 0.40 to 4.01% and 0.21 – 0.54% based on absolute dry mass, respectively. Keywords Hedera nepalensis K. Koch, hederacoside C, α-hederin, HPLC-UV. References [1] L. Jafri, et al, In vitro assessment of antioxidant potential and determination of polyphenolic compounds of Hedera nepalensis K. Koch, Arabian Journal of Chemistry. 10 (2017) 3699-3706. https://doi.org/10.1016/j.arabjc.2014.05.002.[2] S. Saleem, et al, Plants Fagonia cretica L, and Hedera nepalensis K. Koch contain natural compounds with potent dipeptidyl peptidase-4 (DPP-4) inhibitory activity, Journal of ethnopharmacology. 156 (2014) 26-32. https://doi.org/10.1016/j.jep.2014.08.017[3] D.H. Bich, Medicinal plants and animals for medicine in Vietnam, Vol 1, Science and Technics Publishing House, Hanoi, 2006 (in Vietnamese).[4] National Institute Of Medicinal Materials, List of medicinal plants in Vietnam, Science and Technics Publishing House, Hanoi, 2016 (in Vietnamese).[5] L. Jafri, et al, Hedera nepalensis K. Koch: A Novel Source of Natural Cancer Chemopreventive and Anticancerous Compounds, Phytotherapy research. 30(3) (2016) 447-453. https://doi.org/10.1002/ptr.5546. [6] S. Kanwal, et al, Antioxidant, antitumor activities and phytochemical investigation of Hedera nepalensis K. Koch, an important medicinal plant from Pakistan, Pakistan Journal of Botany. 43 (2011) 85-89. [7] G. Uddin, et al, Biological screening of ethyl acetate extract of Hedera nepalensis stem, African Journal of Pharmacy and Pharmacology. 6(42) (2012) 2934-2937. https://doi.org/10.5897/AJPP12.828 [8] H. Kizu, et al, Studies on Nepalese Crude Drugs, III, On the Saponins of Hedera nepalensis K. Koch, Chemical and Pharmaceutical Bulletin. 33(8) (1985) 3324-3329. https://doi.org/0.1248/cpb.33.3324[9] X. Tong, et al, Extraction and GC-MS Analysis of Volatile Oil from Hedera nepalensis var sinensis, Fine Chemicals. 24(6) (2007) 559-561. [10] EDQM, European Pharmacopoeia, fifth ed., Council of Europe, France, 2015. [11] N.T.H. Mai, et al, Simultaneous Quantification of Hederacoside C and α-Hederin from the Leaves of Hedera helix L. by HPLC, Journal of Medicinal Material. 21(6) (2016). (in Vietnamese).[12] L. Havlíková, et al, Rapid Determination of α-Hederin and Hederacoside C in Extracts of Hedera helix Leaves Available in the Czech Republic and Poland, Natural product communications. 10(9) (2015). https://doi.org/10.1177/1934578X1501000910[13] M. Yu, et al, Determination of Saponins and Flavonoids in Ivy Leaf Extracts Using HPLC-DAD, Journal of Chromatographic Science. 53(4) (2014) 478-483. https://doi.org/10.1093/chromsci/bmu068.[14] EMEA, Validation of analytical procedures: text and methodology Q2 (R1), in International conference on harmonization, Geneva, Switzerland, 2005. [15] W. Horwitz, Official methods of analysis, 12 ed., Vol 1, Association of Official Analytical Chemists, Washington DC, 1975.

Introduction Tiffany and Co. is an American luxury jewellery and specialty retailer with its headquarters in New York City. Each piece of jewellery, symbolically packaged in a blue box and tied with a white bow, encapsulates the brand’s unique diamond pieces, symbolic origin story, branded historical contributions and representations in culture. Cultural brands are those that live and thrive in the minds of consumers (Holt). Their brand promise inspires loyalty and trust. These brands offer experiences, products, and personalities and spark emotional connotations within consumers (Arvidsson). This case study uses Tiffany & Co. as a successful example to reveal the importance of understanding consumers, the influential nature of media culture, and the efficacy of strategic branding, advertising, and marketing over time (Holt). It also reveals how Tiffany & Co. earned and maintained its place as an iconic cultural brand within consumer culture, through its strong association with New York and products from abroad. Through its trademarked logo and authentic luxury jewellery, encompassed in the globally recognised “Tiffany Blue” boxes, Tiffany & Co.’s cultural significance stems from its embodiment of the expected makings of a brand (Chernatony et al.). However, what propels this brand into what Douglas Holt terms “iconic territory” is that in its one hundred and seventy-nine years of existence, Tiffany’s has lived exclusively in the minds of its consumers.Tiffany & Co.’s intuitive prowess in reaching its target audience is what allows it to dominate the luxury jewellery market (Halasz et al.). This is not only a result of product value, but the alluring nature of the “Tiffany's from New York” brand imagery and experience (Holt et al.), circulated and celebrated in consumer culture through influential depictions in music, film and literature over time (Knight). Tiffany’s faithfully participates in the magnetic identity myth embodied by the brand and city, and has become globally sought after by consumers near and far, and recognised for its romantic connotations of love, luxury, and New York (Holt). An American Dream: New York Affiliation & Diamond OriginsIt was Truman Capote’s characterisation of Holly Golightly in his book (1958) and film adaption, Breakfast at Tiffany’s (1961) that introduced the world to New York as the infatuating “setting,” upon which the Tiffany’s diamond rested. It was a place, that enabled the iconic Holly Golightly to personify the feeling of being abroad in New York and to demonstrate the seductive nature of a Tiffany’s store experience, further shaping the identity myth encompassed by the brand and the city for their global audience (Holt). Essentially, New York was the influential cultural instigator that propelled Tiffany & Co. from a consumer product, to a cultural icon. It did this by circulating its iconography via celebrity affiliations and representations in music, film, and literature (Knight), and by guiding strong brand associations in the minds of consumers (Arvidsson). However, before Tiffany’s became culturally iconic, it established its place in American heritage through historical contributions (Tiffany & Co.) and pledged an association to New York by personifying the American Dream (Mae). To help achieve his dream in a rapidly evolving economy (Elliott), Charles Lewis Tiffany purportedly brought the first substantial gemstones into America from overseas, and established the first American jewellery store to sell them to the public (Halasz et al.). The Tiffany & Co. origin story personifies the alluring nature of products from abroad, and their influence on individuals seeking an image of affluence for themselves. The ties between New York, Tiffany’s, and its consumers were further strengthened through the established, invaluable and emblematic nature of the diamond, historically launched and controlled by South African Diamond Cartel of De Beers (Twitchell). De Beers manipulated the demand for diamonds and instigated it as a status symbol. It then became a commoditised measurement of an individual’s worth and potential to love (Twitchell), a philosophy, also infused in the Tiffany & Co. brand ideology (Holt). Building on this, Tiffany’s further ritualised the justification of the material symbolisation of love through the idealistic connotations surrounding its assorted diamond ring experiences (Lee). This was projected through a strategic product placement and targeted advertising scheme, evident in dominant culture throughout the brand’s existence (Twitchell). Idealistically discussed by Purinton, this is also what exemplified, for consumers, the enticing cultural symbolism of the crystal rock from New York (Halasz et al.). Brand Essence: Experience & Iconography Prior to pop culture portraying the charming Tiffany’s brand imagery in mainstream media (Balmer et al.), Charles Tiffany directed the company’s ascent into luxury jewellery (Phillips et al.), fashioned the enticing Tiffany’s “store experience”, and initiated the experiential process of purchasing a diamond product. This immediately intertwined the imagery of Tiffany’s with New York, instigating the exclusivity of the experience for consumers (Holt). Tiffany’s provided customers with the opportunity to participate in an intricately branded journey, resulting in the diamond embodiment which declared their love most accurately; a token, packaged and presented within an iconic “Tiffany Blue” box (Klara). Aligning with Keller’s branding blueprint (7), this interactive process enabled Tiffany & Co. to build brand loyalty by consistently connecting with each of its consumers, regardless of their location in the world. The iconography of the coveted “blue box” was crafted when Charles Tiffany trademarked the shade Pantone No. 1837 (Osborne), which he coined for the year of Tiffany’s founding (Klara). Along with the brand promise of containing quality luxury jewellery, the box and that particular shade of blue instantly became a symbol of exclusivity, sophistication, and elegance, as it could only be acquired by purchasing jewellery from a Tiffany’s store (Rawlings). The exclusive packaging began to shape Tiffany’s global brand image, becoming a signifier of style and superiority (Phillips et al.), and eventually just as iconic as the jewellery itself. The blue box is still the strongest signifier of the brand today (Osborne). Ultimately, individuals want to participate in the myth of love, perfection and wealth (Arvidsson), encompassed exclusively by every Tiffany’s “blue box”. Furthermore, Tiffany’s has remained artistically significant within the luxury jewellery landscape since introducing its one-of-a-kind Tiffany Setting in 1886. It was the first jewellery store to fully maximise the potential of the natural beauty possessed of diamonds, while connotatively reflecting the natural beauty of every wearer (Phillips et al.). According to Jeffrey Bennett, the current Vice President of Tiffany & Co. New York, by precisely perching the “Tiffany Diamond” upon six intricately crafted silver prongs, the ring shines to its maximum capacity in a lit environment, while being closely secured to the wearer’s finger (Lee). Hence, the “Tiffany Setting” has become a universally sought after icon of extravagance and intricacy (Knight), and, as Bennett further describes, even today, the setting represents uncompromising quality and is a standard image of true love (Lee). Alluring Brand Imagery & Influential Representations in CultureEmpirical consumer research, involving two focus groups of married and unmarried, ethnically diverse Australian women and conducted in 2015, revealed that even today, individuals accredit their desire for Tiffany’s to the inspirational imagery portrayed in music, movies and television. Through participating in the Tiffany's from New York store experience, consumers are able to indulge in their fantasies of what it would feel like to be abroad and the endless potential a city such as New York could hold for them. Tiffany’s successfully disseminated its brand ideology into consumer culture (Purinton) and extended the brand’s significance for consumers beyond the 1960s through constant representation of the expensive business of love, lust and marriage within media culture. This is demonstrated in such films as Gentlemen Prefer Blondes (1953), Breakfast at Tiffany’s (1961), Sleepless in Seattle (1993), Legally Blonde (2001), Sweet Home Alabama (2002), The Great Gatsby (2013), and in the influential television shows, Gossip Girl (2007—2012), and Glee (2009—2015).The most important of these was the film Breakfast at Tiffany’s (1961), and the iconic embodiment of Capote’s (1958) Holly Golightly by actress Audrey Hepburn (Wasson). Hepburn’s (1961) portrayal of the emotionally evocative connotations of experiencing Tiffany’s in New York, as personified by her romantic dialogue throughout the film (Mae), produced the image that nothing bad could ever happen at a Tiffany’s store. Thus began the Tiffany’s from New York cultural phenomenon, which has been consistently reiterated in popular media culture ever since.Breakfast at Tiffany’s also represented a greater struggle faced by women in the 1960s (Dutt); that of gender roles, women’s place in society, and their desire for stability and freedom simultaneously (Sheehan). Due to Hepburn’s accurate characterisation of this struggle, the film enabled Tiffany & Co. to become more than just jewellery and a symbol of support (Torelli). Tiffany’s also allowed filming to take place inside its New York flagship store to which Capote’s narrative so idealistically alludes, further demonstrating its support for the 1960s women’s movement at an opportune moment in history (Torelli). Hence, Tiffany’s from New York became a symbol for the independent materialistic modern woman (Wasson), an ideal, which has become a repeated motif, re-imagined and embodied by popular icons (Knight) such as, Madonna in Material Girl (1985), and the characterisations of Carrie Bradshaw by Sarah Jessica Parker, Charlotte York by Kristin Davis (Sex and the City), and Donna Paulsen by Sarah Rafferty (Suits). The iconic television series Sex and the City, set in New York, boldly represented Tiffany’s as a symbol of friendship when a fellow female protagonist parted with her lavish Tiffany’s engagement ring to help her friend financially (Sex and the City). This was similarly reimagined in the popular television series Suits, also set in New York, where a protagonist is gifted two Tiffany Boxes from her female friend, as a token of congratulations on her engagement. This allowed Tiffany & Co. to add friendship to its symbolic repertoire (Manning), whilst still personifying a symbol of love in the minds of its consumers who were tactically also the target audiences of these television shows (Wharton).The alluring Tiffany’s image was presented specifically to a male audience through the first iconic Bond Girl named Tiffany Case in the novel Diamonds Are Forever (Fleming). The film adaption made its cultural imprint in 1971 with Sean Connery portraying James Bond, and paired the exaggerated brand of “007” with the evocative imagery of Tiffany’s (Spilski et al.). This served as a reminder to existing audiences about the powerful and seductive connotations of the blue box with the white ribbon (Osborne), as depicted by the enticing Tiffany Case in 1956.Furthermore, the Tiffany’s image was similarly established as a lyrical status symbol of wealth and indulgence (Knight). Portrayed most memorably by Marilyn Monroe’s iconic performance of Diamonds Are a Girl’s Best Friend (Gentlemen Prefer Blondes). Even though the song only mentions Tiffany’s lyrically twice (Vito et al.), through the celebrity affiliation, Monroe was introduced as a credible embodiment of Tiffany’s brand essence (Davis). Consequently, she permanently attached her image to that of the alluring Tiffany Diamonds for the target audience, male and female, past and present (Vito et al.). Exactly thirty-two years later, Monroe’s 1953 depiction was reinforced in consumer culture (Wharton) through an uncanny aesthetic and lyrical reimagining of the original performance by Madonna in her music video Material Girl (1985). This further preserved and familiarised the Tiffany’s image of glamour, luxury and beauty by implanting it in the minds of a new generation (Knight). Despite the shift in celebrity affiliation to a current cultural communicator (Arvidsson), the influential image of the Tiffany Diamond remains constant and Tiffany’s has maintained its place as a popular signifier of affluence and elegance in mainstream consumer culture (Jansson). The main difference, however, between Monroe’s and Madonna’s depictions is that Madonna aspired to be associated with the Tiffany’s brand image because of her appreciation for Marilyn Monroe and her brand image, which also intrinsically exuded beauty, money and glamour (Vito et al.). This suggests that even a musical icon like Madonna was influenced by Tiffany & Co.’s hold on consumer culture (Spilski et al.), and was able to inject the same ideals into her own loyal fan base (Fill). It is evident that Tiffany & Co. is thoroughly in tune with its target market and understands the relevant routes into the minds of its consumers. Kotler (113) identifies that the brand has demonstrated the ability to reach its separate audiences simultaneously, with an image that resonates with them on different levels (Manning). For example, Tiffany & Co. created the jewellery that featured in Baz Luhrmann’s 2013 cinematic adaption of F. Scott Fitzgerald’s novel, The Great Gatsby (1925). Through representing a signifier of love and lust induced by monetary possessions (Fitzgerald), Tiffany’s truthfully portrayed its own brand image and persuaded audiences to associate the brand with these ideals (Holt). By illustrating the romantic, alluring and powerful symbolism of giving or obtaining love, armed with a Tiffany’s Diamond (Mae), Tiffany’s validated its timeless, historical and cultural contemporary relevance (Greene).This was also most recently depicted through Tiffany & Co.’s Will You (2015) advertising campaign. The brand demonstrated its support for marriage equality, by featuring a real life same-sex couple to symbolise that love is not conditional and that Tiffany’s has something that signifies every relationship (Dicker). Thus, because of the brand’s rooted place in central media culture and the ability to appeal to the belief system of its target market while evolving with, and understanding its consumers on a level of metonymy (Manning), Tiffany & Co. has transitioned from a consumer product to a culturally relevant and globally sought-after iconic brand (Holt). ConclusionTiffany & Co.’s place-based association and representational reflection in music, film, and literature, assisted in the formation of loyal global communities that thrive on the identity building side effects associated with luxury brand affiliation (Banet-Weiser et al.). Tiffany’s enables its global target market to revel in the shared meanings surrounding the brand, by signifying a symbolic construct that resonates with consumers (Hall). Tiffany’s inspires consumers to eagerly exercise their brand trust and loyalty by independently ritualising the Tiffany’s from New York brand experience for themselves and the ones they love (Fill). Essentially, Tiffany & Co. successfully established its place in society and strengthened its ties to New York, through targeted promotions and iconographic brand dissemination (Nita).Furthermore, by ritualistically positioning the brand (Holt), surrounding and saturating it in existing cultural practices, supporting significant cultural actions and becoming a symbol of wealth, luxury, commitment, love and exclusivity (Phillips et al.), Tiffany’s has steadily built a positive brand association and desire in the minds of consumers near and far (Keller). As a direct result, Tiffany’s earned and kept its place as a culturally progressive brand in New York and around the world, sustaining its influence and ensuring its survival in today’s contemporary consumer society (Holt).Most importantly, however, although New York has become the anchor in every geographically exemplified Tiffany’s store experience in literature, New York has also become the allegorical anchor in the minds of consumers in actuality (Arvidsson). Hence, Tiffany & Co. has catered to the needs of its global target audience by providing it with convenient local stores abroad, where their love can be personified by purchasing a Tiffany Diamond, the ultimate symbol of authentic commitment, and where they can always experience an allusive piece of New York. ReferencesArvidsson, Adam. Brands: Meaning and Value in Media Culture. New York: Routledge, 2006.Balmer, John M.T., Stephen A. 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Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments. —Marshall McLuhan. What is visible and tangible in things represents our possible action upon them. —Henri Bergson. Introduction: Subjective Maps as ‘Contact Zones’ Maps feature heavily in a variety of media; they appear in textbooks, on television, in print, and on the screens of our handheld devices. The production of cartographic texts is a process that is imbued with power relations and bound up with the production and reproduction of social life (Pinder 405). Mapping involves choices as to what information is and is not included. In their organisation, categorisation, modeling, and representation maps show and they hide. Thus “the idea that a small number of maps or even a single (and singular) map might be sufficient can only apply in a spatialised area of study whose own self-affirmation depends on isolation from its context” (Lefebvre 85–86). These isolations determine the way we interpret the physical, biological, and social worlds. The map can be thought of as a schematic for political systems within a confined set of spatial relations, or as a container for political discourse. Mapping contributes equally to the construction of experiential realities as to the representation of physical space, which also contains the potential to incorporate representations of temporality and rhythm to spatial schemata. Thus maps construct realities as much as they represent them and coproduce space as much as the political identities of people who inhabit them. Maps are active texts and have the ability to promote social change (Pickles 146). It is no wonder, then, that artists, theorists and activists alike readily engage in the conflicted praxis of mapping. This critical engagement “becomes a method to track the past, embody memories, explain the unexplainable” and manifest the latent (Ibarra 66). In this paper I present a short case study of Bangalore: Subjective Cartographies a new media art project that aims to model a citizen driven effort to participate in a critical form of cartography, which challenges dominant representations of the city-space. I present a critical textual analysis of the maps produced in the workshops, the artist statements relating to these works used in the exhibition setting, and statements made by the participants on the project’s blog. This “praxis-logical” approach allows for a focus on the project as a space of aggregation and the communicative processes set in motion within them. In analysing such projects we could (and should) be asking questions about the functions served by the experimental concepts under study—who has put it forward? Who is utilising it and under what circumstances? Where and how has it come into being? How does discourse circulate within it? How do these spaces as sites of emergent forms of resistance within global capitalism challenge traditional social movements? How do they create self-reflexive systems?—as opposed to focusing on ontological and technical aspects of digital mapping (Renzi 73). In de-emphasising the technology of digital cartography and honing in on social relations embedded within the text(s), this study attempts to complement other studies on digital mapping (see Strom) by presenting a case from the field of politically oriented tactical media. Bangalore: Subjective Cartographies has been selected for analysis, in this exploration of media as “zone.” It goes some way to incorporating subjective narratives into spatial texts. This is a three-step process where participants tapped into spatial subjectivities by data collection or environmental sensing led by personal reflection or ethnographic enquiry, documenting and geo-tagging their findings in the map. Finally they engaged an imaginative or ludic process of synthesising their data in ways not inherent within the traditional conventions of cartography, such as the use of sound and distortion to explicate the intensity of invisible phenomena at various coordinates in the city-space. In what follows I address the “zone” theme by suggesting that if we apply McLuhan’s notion of media as environment together with Henri Bergson’s assertion that visibility and tangibility constitutes the potential for action to digital maps, projects such as Bangalore: Subjective Cartographies constitute a “contact zone.” A type of zone where groups come together at the local level and flows of discourse about art, information communication, media, technology, and environment intersect with local histories and cultures within the cartographic text. A “contact zone,” then, is a site where latent subjectivities are manifested and made potentially politically potent. “Contact zones,” however, need not be spaces for the aggrieved or excluded (Renzi 82), as they may well foster the ongoing cumulative politics of the mundane capable of developing into liminal spaces where dominant orders may be perforated. A “contact zone” is also not limitless and it must be made clear that the breaking of cartographic convention, as is the case with the project under study here, need not be viewed as resistances per se. It could equally represent thresholds for public versus private life, the city-as-text and the city-as-social space, or the zone where representations of space and representational spaces interface (Lefebvre 233), and culture flows between the mediated and ideated (Appadurai 33–36). I argue that a project like Bangalore: Subjective Cartographies demonstrates that maps as urban text form said “contact zones,” where not only are media forms such as image, text, sound, and video are juxtaposed in a singular spatial schematic, but narratives of individual and collective subjectivities (which challenge dominant orders of space and time, and city-rhythm) are contested. Such a “contact zone” in turn may not only act as a resource for citizens in the struggle of urban design reform and a democratisation of the facilities it produces, but may also serve as a heuristic device for researchers of new media spatiotemporalities and their social implications. Critical Cartography and Media Tactility Before presenting this brief illustrative study something needs to be said of the context from which Bangalore: Subjective Cartographies has arisen. Although a number of Web 2.0 applications have come into existence since the introduction of Google Maps and map application program interfaces, which generate a great deal of geo-tagged user generated content aimed at reconceptualising the mapped city-space (see historypin for example), few have exhibited great significance for researchers of media and communications from the perspective of building critical theories relating to political potential in mediated spaces. The expression of power through mapping can be understood from two perspectives. The first—attributed largely to the Frankfurt School—seeks to uncover the potential of a society that is repressed by capitalist co-opting of the cultural realm. This perspective sees maps as a potential challenge to, and means of providing emancipation from, existing power structures. The second, less concerned with dispelling false ideologies, deals with the politics of epistemology (Crampton and Krygier 14). According to Foucault, power was not applied from the top down but manifested laterally in a highly diffused manner (Foucault 117; Crampton and Krygier 14). Foucault’s privileging of the spatial and epistemological aspects of power and resistance complements the Frankfurt School’s resistance to oppression in the local. Together the two perspectives orient power relative to spatial and temporal subjectivities, and thus fit congruently into cartographic conventions. In order to make sense of these practices the post-oppositional character of tactical media maps should be located within an economy of power relations where resistance is never outside of the field of forces but rather is its indispensable element (Renzi 72). Such exercises in critical cartography are strongly informed by the critical politico-aesthetic praxis of political/art collective The Situationist International, whose maps of Paris were inherently political. The Situationist International incorporated appropriated texts into, and manipulated, existing maps to explicate city-rhythms and intensities to construct imaginative and alternate representations of the city. Bangalore: Subjective Cartographies adopts a similar approach. The artists’ statement reads: We build our subjective maps by combining different methods: photography, film, and sound recording; […] to explore the visible and invisible […] city; […] we adopt psycho-geographical approaches in exploring territory, defined as the study of the precise effects of the geographical environment, consciously developed or not, acting directly on the emotional behaviour of individuals. The project proposals put forth by workshop participants also draw heavily from the Situationists’s A New Theatre of Operations for Culture. A number of Situationist theories and practices feature in the rationale for the maps created in the Bangalore Subjective Cartographies workshop. For example, the Situationists took as their base a general notion of experimental behaviour and permanent play where rationality was approached on the basis of whether or not something interesting could be created out of it (Wark 12). The dérive is the rapid passage through various ambiences with a playful-constructive awareness of the psychographic contours of a specific section of space-time (Debord). The dérive can be thought of as an exploration of an environment without preconceptions about the contours of its geography, but rather a focus on the reality of inhabiting a place. Détournement involves the re-use of elements from recognised media to create a new work with meaning often opposed to the original. Psycho-geography is taken to be the subjective ambiences of particular spaces and times. The principles of détournement and psycho-geography imply a unitary urbanism, which hints at the potential of achieving in environments what may be achieved in media with détournement. Bangalore: Subjective Cartographies carries Situationist praxis forward by attempting to exploit certain properties of information digitalisation to formulate textual representations of unitary urbanism. Bangalore: Subjective Cartographies is demonstrative of a certain media tactility that exists more generally across digital-networked media ecologies and channels this to political ends. This tactility of media is best understood through textual properties awarded by the process and logic of digitalisation described in Lev Manovich’s Language of New Media. These properties are: numerical representation in the form of binary code, which allows for the reification of spatial data in a uniform format that can be stored and retrieved in-silico as opposed to in-situ; manipulation of this code by the use of algorithms, which renders the scales and lines of maps open to alteration; modularity that enables incorporation of other textual objects into the map whilst maintaining each incorporated item’s individual identity; the removal to some degree of human interaction in terms of the translation of environmental data into cartographic form (whilst other properties listed here enable human interaction with the cartographic text), and the nature of digital code allows for changes to accumulate incrementally creating infinite potential for refinements (Manovich 49–63). The Subjective Mapping of Bangalore Bangalore is an interesting site for such a project given the recent and rapid evolution of its media infrastructure. As a “media city,” the first television sets appeared in Bangalore at some point in the early 1980s. The first Internet Service Provider (ISP), which served corporate clients only, commenced operating a decade later and then offered dial-up services to domestic clients in the mid-1990s. At present, however, Bangalore has the largest number of broadband Internet connections in India. With the increasing convergence of computing and telecommunications with traditional forms of media such as film and photography, Bangalore demonstrates well what Scott McQuire terms a media-architecture complex, the core infrastructure for “contact zones” (vii). Bangalore: Subjective Cartographies was a workshop initiated by French artists Benjamin Cadon and Ewen Cardonnet. It was conducted with a number of students at the Srishti School of Art, Design and Technology in November and December 2009. Using Metamap.fr (an online cartographic tool that makes it possible to add multimedia content such as texts, video, photos, sounds, links, location points, and paths to digital maps) students were asked to, in groups of two or three, collect and consult data on ‘felt’ life in Bangalore using an ethnographic, transverse geographic, thematic, or temporal approach. The objective of the project was to model a citizen driven effort to subvert dominant cartographic representations of the city. In doing so, the project and this paper posits that there is potential for such methods to be adopted to form new literacies of cartographic media and to render the cartographic imaginary politically potent. The participants’ brief outlined two themes. The first was the visible and symbolic city where participants were asked to investigate the influence of the urban environment on the behaviours and sensations of its inhabitants, and to research and collect signifiers of traditional and modern worlds. The invisible city brief asked participants to consider the latent environment and link it to human behaviour—in this case electromagnetic radiation linked to the cities telecommunications and media infrastructure was to be specifically investigated. The Visible and Symbolic City During British rule many Indian cities functioned as dual entities where flow of people and commodities circulated between localised enclaves and the centralised British-built areas. Mirroring this was the dual mode of administration where power was shared between elected Indian legislators and appointed British officials (Hoselitz 432–33). Reflecting on this diarchy leads naturally to questions about the politics of civic services such as the water supply, modes of public communication and instruction, and the nature of the city’s administration, distribution, and manufacturing functions. Workshop participants approached these issues in a variety of ways. In the subjective maps entitled Microbial Streets and Water Use and Reuse, food and water sources of street vendors are traced with the aim to map water supply sources relative to the movements of street vendors operating in the city. Images of the microorganisms are captured using hacked webcams as makeshift microscopes. The data was then converted to audio using Pure Data—a real-time graphical programming environment for the processing audio, video and graphical data. The intention of Microbial Streets is to demonstrate how mapping technologies could be used to investigate the flows of food and water from source to consumer, and uncover some of the latencies involved in things consumed unhesitatingly everyday. Typographical Lens surveys Russell Market, an older part of the city through an exploration of the aesthetic and informational transformation of the city’s shop and street signage. In Ethni City, Avenue Road is mapped from the perspective of local goldsmiths who inhabit the area. Both these maps attempt to study the convergence of the city’s dual function and how the relationship between merchants and their customers has changed during the transition from localised enclaves, catering to the sale of particular types of goods, to the development of shopping precincts, where a variety of goods and services can be sought. Two of the project’s maps take a spatiotemporal-archivist approach to the city. Bangalore 8mm 1940s uses archival Super 8 footage and places digitised copies on the map at the corresponding locations of where they were originally filmed. The film sequences, when combined with satellite or street-view images, allow for the juxtaposition of present day visions of the city with those of the 1940s pre-partition era. Chronicles of Collection focuses on the relationship between people and their possessions from the point of view of the object and its pathways through the city in space and time. Collectors were chosen for this map as the value they placed on the object goes beyond the functional and the monetary, which allowed the resultant maps to access and express spatially the layers of meaning a particular object may take on in differing contexts of place and time in the city-space. The Invisible City In the expression of power through city-spaces, and by extension city-texts, certain circuits and flows are ossified and others rendered latent. Raymond Williams in Politics and Letters writes: however dominant a social system may be, the very meaning of its domination involves a limitation or selection of the activities it covers, so that by definition it cannot exhaust all social experience, which therefore always potentially contains space for alternative acts and alternative intentions which are not yet articulated as a social institution or even project. (252) The artists’ statement puts forward this possible response, an exploration of the latent aesthetics of the city-space: In this sense then, each device that enriches our perception for possible action on the real is worthy of attention. Even if it means the use of subjective methods, that may not be considered ‘evidence’. However, we must admit that any subjective investigation, when used systematically and in parallel with the results of technical measures, could lead to new possibilities of knowledge. Electromagnetic City maps the city’s sources of electromagnetic radiation, primarily from mobile phone towers, but also as a by-product of our everyday use of technologies, televisions, mobile phones, Internet Wi-Fi computer screens, and handheld devices. This map explores issues around how the city’s inhabitants hear, see, feel, and represent things that are a part of our environment but invisible, and asks: are there ways that the intangible can be oriented spatially? The intensity of electromagnetic radiation being emitted from these sources, which are thought to negatively influence the meditation of ancient sadhus (sages) also features in this map. This data was collected by taking electromagnetic flow meters into the suburb of Yelhanka (which is also of interest because it houses the largest milk dairy in the state of Karnataka) in a Situationist-like derive and then incorporated back into Metamap. Signal to Noise looks at the struggle between residents concerned with the placement of mobile phone towers around the city. It does so from the perspectives of people who seek information about their placement concerned about mobile phone signal quality, and others concerned about the proximity of this infrastructure to their homes due to to potential negative health effects. Interview footage was taken (using a mobile phone) and manipulated using Pure Data to distort the visual and audio quality of the footage in proportion to the fidelity of the mobile phone signal in the geographic area where the footage was taken. Conclusion The “contact zone” operating in Bangalore: Subjective Cartographies, and the underlying modes of social enquiry that make it valuable, creates potential for the contestation of new forms of polity that may in turn influence urban administration and result in more representative facilities of, and for, city-spaces and their citizenry. Robert Hassan argues that: This project would mean using tactical media to produce new spaces and temporalities that are explicitly concerned with working against the unsustainable “acceleration of just about everything” that our present neoliberal configuration of the network society has generated, showing that alternatives are possible and workable—in ones job, home life, family life, showing that digital [spaces and] temporality need not mean the unerring or unbending meter of real-time [and real city-space] but that an infinite number of temporalities [and subjectivities of space-time] can exist within the network society to correspond with a diversity of local and contextual cultures, societies and polities. (174) As maps and locative motifs begin to feature more prominently in media, analyses such as the one discussed in this paper may allow for researchers to develop theoretical approaches to studying newer forms of media. References Appadurai, Arjun. 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Alfred Hermida recently posited ‘ambient journalism’ as a new framework for para- and professional journalists, who use social networks like Twitter for story sources, and as a news delivery platform. Beginning with this framework, this article explores the following questions: How does Hermida define ‘ambient journalism’ and what is its significance? Are there alternative definitions? What lessons do current platforms provide for the design of future, real-time platforms that ‘ambient journalists’ might use? What lessons does the work of Brian Eno provide–the musician and producer who coined the term ‘ambient music’ over three decades ago? My aim here is to formulate an alternative definition of ambient journalism that emphasises craft, skills acquisition, and the mental models of professional journalists, which are the foundations more generally for journalism practices. Rather than Hermida’s participatory media context I emphasise ‘institutional adaptiveness’: how journalists and newsrooms in media institutions rely on craft and skills, and how emerging platforms can augment these foundations, rather than replace them. Hermida’s Ambient Journalism and the Role of Journalists Hermida describes ambient journalism as: “broad, asynchronous, lightweight and always-on communication systems [that] are creating new kinds of interactions around the news, and are enabling citizens to maintain a mental model of news and events around them” (Hermida 2). His ideas appear to have two related aspects. He conceives ambient journalism as an “awareness system” between individuals that functions as a collective intelligence or kind of ‘distributed cognition’ at a group level (Hermida 2, 4-6). Facebook, Twitter and other online social networks are examples. Hermida also suggests that such networks enable non-professionals to engage in ‘communication’ and ‘conversation’ about news and media events (Hermida 2, 7). In a helpful clarification, Hermida observes that ‘para-journalists’ are like the paralegals or non-lawyers who provide administrative support in the legal profession and, in academic debates about journalism, are more commonly known as ‘citizen journalists’. Thus, Hermida’s ambient journalism appears to be: (1) an information systems model of new platforms and networks, and (2) a normative argument that these tools empower ‘para-journalists’ to engage in journalism and real-time commentary. Hermida’s thesis is intriguing and worthy of further discussion and debate. As currently formulated however it risks sharing the blind-spots and contradictions of the academic literature that Hermida cites, which suffers from poor theory-building (Burns). A major reason is that the participatory media context on which Hermida often builds his work has different mental models and normative theories than the journalists or media institutions that are the target of critique. Ambient journalism would be a stronger and more convincing framework if these incorrect assumptions were jettisoned. Others may also potentially misunderstand what Hermida proposes, because the academic debate is often polarised between para-journalists and professional journalists, due to different views about institutions, the politics of knowledge, decision heuristics, journalist training, and normative theoretical traditions (Christians et al. 126; Cole and Harcup 166-176). In the academic debate, para-journalists or ‘citizen journalists’ may be said to have a communitarian ethic and desire more autonomous solutions to journalists who are framed as uncritical and reliant on official sources, and to media institutions who are portrayed as surveillance-like ‘monitors’ of society (Christians et al. 124-127). This is however only one of a range of possible relationships. Sole reliance on para-journalists could be a premature solution to a more complex media ecology. Journalism craft, which does not rely just on official sources, also has a range of practices that already provides the “more complex ways of understanding and reporting on the subtleties of public communication” sought (Hermida 2). Citizen- and para-journalist accounts may overlook micro-studies in how newsrooms adopt technological innovations and integrate them into newsgathering routines (Hemmingway 196). Thus, an examination of the realities of professional journalism will help to cast a better light on how ambient journalism can shape the mental models of para-journalists, and provide more rigorous analysis of news and similar events. Professional journalism has several core dimensions that para-journalists may overlook. Journalism’s foundation as an experiential craft includes guidance and norms that orient the journalist to information, and that includes practitioner ethics. This craft is experiential; the basis for journalism’s claim to “social expertise” as a discipline; and more like the original Linux and Open Source movements which evolved through creative conflict (Sennett 9, 25-27, 125-127, 249-251). There are learnable, transmissible skills to contextually evaluate, filter, select and distil the essential insights. This craft-based foundation and skills informs and structures the journalist’s cognitive witnessing of an event, either directly or via reconstructed, cultivated sources. The journalist publishes through a recognised media institution or online platform, which provides communal validation and verification. There is far more here than the academic portrayal of journalists as ‘gate-watchers’ for a ‘corporatist’ media elite. Craft and skills distinguish the professional journalist from Hermida’s para-journalist. Increasingly, media institutions hire journalists who are trained in other craft-based research methods (Burns and Saunders). Bethany McLean who ‘broke’ the Enron scandal was an investment banker; documentary filmmaker Errol Morris first interviewed serial killers for an early project; and Neil Chenoweth used ‘forensic accounting’ techniques to investigate Rupert Murdoch and Kerry Packer. Such expertise allows the journalist to filter information, and to mediate any influences in the external environment, in order to develop an individualised, ‘embodied’ perspective (Hofstadter 234; Thompson; Garfinkel and Rawls). Para-journalists and social network platforms cannot replace this expertise, which is often unique to individual journalists and their research teams. Ambient Journalism and Twitter Current academic debates about how citizen- and para-journalists may augment or even replace professional journalists can often turn into legitimation battles whether the ‘de facto’ solution is a social media network rather than a media institution. For example, Hermida discusses Twitter, a micro-blogging platform that allows users to post 140-character messages that are small, discrete information chunks, for short-term and episodic memory. Twitter enables users to monitor other users, to group other messages, and to search for terms specified by a hashtag. Twitter thus illustrates how social media platforms can make data more transparent and explicit to non-specialists like para-journalists. In fact, Twitter is suitable for five different categories of real-time information: news, pre-news, rumours, the formation of social media and subject-based networks, and “molecular search” using granular data-mining tools (Leinweber 204-205). In this model, the para-journalist acts as a navigator and “way-finder” to new information (Morville, Findability). Jaron Lanier, an early designer of ‘virtual reality’ systems, is perhaps the most vocal critic of relying on groups of non-experts and tools like Twitter, instead of individuals who have professional expertise. For Lanier, what underlies debates about citizen- and para-journalists is a philosophy of “cybernetic totalism” and “digital Maoism” which exalts the Internet collective at the expense of truly individual views. He is deeply critical of Hermida’s chosen platform, Twitter: “A design that shares Twitter’s feature of providing ambient continuous contact between people could perhaps drop Twitter’s adoration of fragments. We don’t really know, because it is an unexplored design space” [emphasis added] (Lanier 24). In part, Lanier’s objection is traceable back to an unresolved debate on human factors and design in information science. Influenced by the post-war research into cybernetics, J.C.R. Licklider proposed a cyborg-like model of “man-machine symbiosis” between computers and humans (Licklider). In turn, Licklider’s framework influenced Douglas Engelbart, who shaped the growth of human-computer interaction, and the design of computer interfaces, the mouse, and other tools (Engelbart). In taking a system-level view of platforms Hermida builds on the strength of Licklider and Engelbart’s work. Yet because he focuses on para-journalists, and does not appear to include the craft and skills-based expertise of professional journalists, it is unclear how he would answer Lanier’s fears about how reliance on groups for news and other information is superior to individual expertise and judgment. Hermida’s two case studies point to this unresolved problem. Both cases appear to show how Twitter provides quicker and better forms of news and information, thereby increasing the effectiveness of para-journalists to engage in journalism and real-time commentary. However, alternative explanations may exist that raise questions about Twitter as a new platform, and thus these cases might actually reveal circumstances in which ambient journalism may fail. Hermida alludes to how para-journalists now fulfil the earlier role of ‘first responders’ and stringers, in providing the “immediate dissemination” of non-official information about disasters and emergencies (Hermida 1-2; Haddow and Haddow 117-118). Whilst important, this is really a specific role. In fact, disaster and emergency reporting occurs within well-established practices, professional ethics, and institutional routines that may involve journalists, government officials, and professional communication experts (Moeller). Officials and emergency management planners are concerned that citizen- or para-journalism is equated with the craft and skills of professional journalism. The experience of these officials and planners in 2005’s Hurricane Katrina in the United States, and in 2009’s Black Saturday bushfires in Australia, suggests that whilst para-journalists might be ‘first responders’ in a decentralised, complex crisis, they are perceived to spread rumours and potential social unrest when people need reliable information (Haddow and Haddow 39). These terms of engagement between officials, planners and para-journalists are still to be resolved. Hermida readily acknowledges that Twitter and other social network platforms are vulnerable to rumours (Hermida 3-4; Sunstein). However, his other case study, Iran’s 2009 election crisis, further complicates the vision of ambient journalism, and always-on communication systems in particular. Hermida discusses several events during the crisis: the US State Department request to halt a server upgrade, how the Basij’s shooting of bystander Neda Soltan was captured on a mobile phone camera, the spread across social network platforms, and the high-velocity number of ‘tweets’ or messages during the first two weeks of Iran’s electoral uncertainty (Hermida 1). The US State Department was interested in how Twitter could be used for non-official sources, and to inform people who were monitoring the election events. Twitter’s perceived ‘success’ during Iran’s 2009 election now looks rather different when other factors are considered such as: the dynamics and patterns of Tehran street protests; Iran’s clerics who used Soltan’s death as propaganda; claims that Iran’s intelligence services used Twitter to track down and to kill protestors; the ‘black box’ case of what the US State Department and others actually did during the crisis; the history of neo-conservative interest in a Twitter-like platform for strategic information operations; and the Iranian diaspora’s incitement of Tehran student protests via satellite broadcasts. Iran’s 2009 election crisis has important lessons for ambient journalism: always-on communication systems may create noise and spread rumours; ‘mirror-imaging’ of mental models may occur, when other participants have very different worldviews and ‘contexts of use’ for social network platforms; and the new kinds of interaction may not lead to effective intervention in crisis events. Hermida’s combination of news and non-news fragments is the perfect environment for psychological operations and strategic information warfare (Burns and Eltham). Lessons of Current Platforms for Ambient Journalism We have discussed some unresolved problems for ambient journalism as a framework for journalists, and as mental models for news and similar events. Hermida’s goal of an “awareness system” faces a further challenge: the phenomenological limitations of human consciousness to deal with information complexity and ambiguous situations, whether by becoming ‘entangled’ in abstract information or by developing new, unexpected uses for emergent technologies (Thackara; Thompson; Hofstadter 101-102, 186; Morville, Findability, 55, 57, 158). The recursive and reflective capacities of human consciousness imposes its own epistemological frames. It’s still unclear how Licklider’s human-computer interaction will shape consciousness, but Douglas Hofstadter’s experiments with art and video-based group experiments may be suggestive. Hofstadter observes: “the interpenetration of our worlds becomes so great that our worldviews start to fuse” (266). Current research into user experience and information design provides some validation of Hofstadter’s experience, such as how Google is now the ‘default’ search engine, and how its interface design shapes the user’s subjective experience of online search (Morville, Findability; Morville, Search Patterns). Several models of Hermida’s awareness system already exist that build on Hofstadter’s insight. Within the information systems field, on-going research into artificial intelligence–‘expert systems’ that can model expertise as algorithms and decision rules, genetic algorithms, and evolutionary computation–has attempted to achieve Hermida’s goal. What these systems share are mental models of cognition, learning and adaptiveness to new information, often with forecasting and prediction capabilities. Such systems work in journalism areas such as finance and sports that involve analytics, data-mining and statistics, and in related fields such as health informatics where there are clear, explicit guidelines on information and international standards. After a mid-1980s investment bubble (Leinweber 183-184) these systems now underpin the technology platforms of global finance and news intermediaries. Bloomberg LP’s ubiquitous dual-screen computers, proprietary network and data analytics (www.bloomberg.com), and its competitors such as Thomson Reuters (www.thomsonreuters.com and www.reuters.com), illustrate how financial analysts and traders rely on an “awareness system” to navigate global stock-markets (Clifford and Creswell). For example, a Bloomberg subscriber can access real-time analytics from exchanges, markets, and from data vendors such as Dow Jones, NYSE Euronext and Thomson Reuters. They can use portfolio management tools to evaluate market information, to make allocation and trading decisions, to monitor ‘breaking’ news, and to integrate this information. Twitter is perhaps the para-journalist equivalent to how professional journalists and finance analysts rely on Bloomberg’s platform for real-time market and business information. Already, hedge funds like PhaseCapital are data-mining Twitter’s ‘tweets’ or messages for rumours, shifts in stock-market sentiment, and to analyse potential trading patterns (Pritchett and Palmer). The US-based Securities and Exchange Commission, and researchers like David Gelernter and Paul Tetlock, have also shown the benefits of applied data-mining for regulatory market supervision, in particular to uncover analysts who provide ‘whisper numbers’ to online message boards, and who have access to material, non-public information (Leinweber 60, 136, 144-145, 208, 219, 241-246). Hermida’s framework might be developed further for such regulatory supervision. Hermida’s awareness system may also benefit from the algorithms found in high-frequency trading (HFT) systems that Citadel Group, Goldman Sachs, Renaissance Technologies, and other quantitative financial institutions use. Rather than human traders, HFT uses co-located servers and complex algorithms, to make high-volume trades on stock-markets that take advantage of microsecond changes in prices (Duhigg). HFT capabilities are shrouded in secrecy, and became the focus of regulatory attention after several high-profile investigations of traders alleged to have stolen the software code (Bray and Bunge). One public example is Streambase (www.streambase.com), a ‘complex event processing’ (CEP) platform that can be used in HFT, and commercialised from the Project Aurora research collaboration between Brandeis University, Brown University, and Massachusetts Institute of Technology. CEP and HFT may be the ‘killer apps’ of Hermida’s awareness system. Alternatively, they may confirm Jaron Lanier’s worst fears: your data-stream and user-generated content can be harvested by others–for their gain, and your loss! Conclusion: Brian Eno and Redefining ‘Ambient Journalism’ On the basis of the above discussion, I suggest a modified definition of Hermida’s thesis: ‘Ambient journalism’ is an emerging analytical framework for journalists, informed by cognitive, cybernetic, and information systems research. It ‘sensitises’ the individual journalist, whether professional or ‘para-professional’, to observe and to evaluate their immediate context. In doing so, ‘ambient journalism’, like journalism generally, emphasises ‘novel’ information. It can also inform the design of real-time platforms for journalistic sources and news delivery. Individual ‘ambient journalists’ can learn much from the career of musician and producer Brian Eno. His personal definition of ‘ambient’ is “an atmosphere, or a surrounding influence: a tint,” that relies on the co-evolution of the musician, creative horizons, and studio technology as a tool, just as para-journalists use Twitter as a platform (Sheppard 278; Eno 293-297). Like para-journalists, Eno claims to be a “self-educated but largely untrained” musician and yet also a craft-based producer (McFadzean; Tamm 177; 44-50). Perhaps Eno would frame the distinction between para-journalist and professional journalist as “axis thinking” (Eno 298, 302) which is needlessly polarised due to different normative theories, stances, and practices. Furthermore, I would argue that Eno’s worldview was shaped by similar influences to Licklider and Engelbart, who appear to have informed Hermida’s assumptions. These influences include the mathematician and game theorist John von Neumann and biologist Richard Dawkins (Eno 162); musicians Eric Satie, John Cage and his book Silence (Eno 19-22, 162; Sheppard 22, 36, 378-379); and the field of self-organising systems, in particular cyberneticist Stafford Beer (Eno 245; Tamm 86; Sheppard 224). Eno summed up the central lesson of this theoretical corpus during his collaborations with New York’s ‘No Wave’ scene in 1978, of “people experimenting with their lives” (Eno 253; Reynolds 146-147; Sheppard 290-295). Importantly, he developed a personal view of normative theories through practice-based research, on a range of projects, and with different creative and collaborative teams. Rather than a technological solution, Eno settled on a way to encode his craft and skills into a quasi-experimental, transmittable method—an aim of practitioner development in professional journalism. Even if only a “founding myth,” the story of Eno’s 1975 street accident with a taxi, and how he conceived ‘ambient music’ during his hospital stay, illustrates how ambient journalists might perceive something new in specific circumstances (Tamm 131; Sheppard 186-188). More tellingly, this background informed his collaboration with the late painter Peter Schmidt, to co-create the Oblique Strategies deck of aphorisms: aleatory, oracular messages that appeared dependent on chance, luck, and randomness, but that in fact were based on Eno and Schmidt’s creative philosophy and work guidelines (Tamm 77-78; Sheppard 178-179; Reynolds 170). In short, Eno was engaging with the kind of reflective practices that underpin exemplary professional journalism. He was able to encode this craft and skills into a quasi-experimental method, rather than a technological solution. Journalists and practitioners who adopt Hermida’s framework could learn much from the published accounts of Eno’s practice-based research, in the context of creative projects and collaborative teams. In particular, these detail the contexts and choices of Eno’s early ambient music recordings (Sheppard 199-200); Eno’s duels with David Bowie during ‘Sense of Doubt’ for the Heroes album (Tamm 158; Sheppard 254-255); troubled collaborations with Talking Heads and David Byrne (Reynolds 165-170; Sheppard; 338-347, 353); a curatorial, mentor role on U2’s The Unforgettable Fire (Sheppard 368-369); the ‘grand, stadium scale’ experiments of U2’s 1991-93 ZooTV tour (Sheppard 404); the Zorn-like games of Bowie’s Outside album (Eno 382-389); and the ‘generative’ artwork 77 Million Paintings (Eno 330-332; Tamm 133-135; Sheppard 278-279; Eno 435). Eno is clearly a highly flexible maker and producer. Developing such flexibility would ensure ambient journalism remains open to novelty as an analytical framework that may enhance the practitioner development and work of professional journalists and para-journalists alike.Acknowledgments The author thanks editor Luke Jaaniste, Alfred Hermida, and the two blind peer reviewers for their constructive feedback and reflective insights. References Bray, Chad, and Jacob Bunge. “Ex-Goldman Programmer Indicted for Trade Secrets Theft.” The Wall Street Journal 12 Feb. 2010. 17 March 2010 ‹http://online.wsj.com/article/SB10001424052748703382904575059660427173510.html›. Burns, Alex. “Select Issues with New Media Theories of Citizen Journalism.” M/C Journal 11.1 (2008). 17 March 2010 ‹http://journal.media-culture.org.au/index.php/mcjournal/article/view/30›.———, and Barry Saunders. “Journalists as Investigators and ‘Quality Media’ Reputation.” Record of the Communications Policy and Research Forum 2009. Eds. Franco Papandrea and Mark Armstrong. Sydney: Network Insight Institute, 281-297. 17 March 2010 ‹http://eprints.vu.edu.au/15229/1/CPRF09BurnsSaunders.pdf›.———, and Ben Eltham. “Twitter Free Iran: An Evaluation of Twitter’s Role in Public Diplomacy and Information Operations in Iran’s 2009 Election Crisis.” Record of the Communications Policy and Research Forum 2009. Eds. Franco Papandrea and Mark Armstrong. Sydney: Network Insight Institute, 298-310. 17 March 2010 ‹http://eprints.vu.edu.au/15230/1/CPRF09BurnsEltham.pdf›. Christians, Clifford G., Theodore Glasser, Denis McQuail, Kaarle Nordenstreng, and Robert A. White. Normative Theories of the Media: Journalism in Democratic Societies. Champaign, IL: University of Illinois Press, 2009. Clifford, Stephanie, and Julie Creswell. “At Bloomberg, Modest Strategy to Rule the World.” The New York Times 14 Nov. 2009. 17 March 2010 ‹http://www.nytimes.com/2009/11/15/business/media/15bloom.html?ref=businessandpagewanted=all›.Cole, Peter, and Tony Harcup. Newspaper Journalism. Thousand Oaks, CA: Sage Publications, 2010. Duhigg, Charles. “Stock Traders Find Speed Pays, in Milliseconds.” The New York Times 23 July 2009. 17 March 2010 ‹http://www.nytimes.com/2009/07/24/business/24trading.html?_r=2andref=business›. Engelbart, Douglas. “Augmenting Human Intellect: A Conceptual Framework, 1962.” Ed. Neil Spiller. Cyber Reader: Critical Writings for the Digital Era. London: Phaidon Press, 2002. 60-67. Eno, Brian. A Year with Swollen Appendices. London: Faber and Faber, 1996. Garfinkel, Harold, and Anne Warfield Rawls. Toward a Sociological Theory of Information. Boulder, CO: Paradigm Publishers, 2008. Hadlow, George D., and Kim S. Haddow. Disaster Communications in a Changing Media World, Butterworth-Heinemann, Burlington MA, 2009. Hemmingway, Emma. Into the Newsroom: Exploring the Digital Production of Regional Television News. Milton Park: Routledge, 2008. 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Introduction Documentary film has grown significantly in the past decade, with high profile films such as Fahrenheit 9/11, Supersize Me, and An Inconvenient Truth garnering increased attention both at the box office and in the news media. In addition, the rising prominence of web-based media has provided new opportunities for documentary to create social impact. Films are now typically released with websites, Facebook pages, twitter feeds, and web videos to increase both reach and impact. This combination of technology and broader audience appeal has given rise to a current landscape in which documentary films are imbedded within coordinated multi-media campaigns. New media have not only opened up new avenues for communicating with audiences, they have also created new opportunities for data collection and analysis of film impacts. A recent report by McKinsey and Company highlighted this potential, introducing and discussing the implications of increasing consumer information being recorded on the Internet as well as through networked sensors in the physical world. As they found: "Big data—large pools of data that can be captured, communicated, aggregated, stored, and analyzed—is now part of every sector and function of the global economy" (Manyika et al. iv). This data can be mined to learn a great deal about both individual and cultural response to documentary films and the issues they represent. Although film has a rich history in humanities research, this new set of tools enables an empirical approach grounded in the social sciences. However, several researchers across disciplines have noted that limited investigation has been conducted in this area. Although there has always been an emphasis on social impact in film and many filmmakers and scholars have made legitimate (and possibly illegitimate) claims of impact, few have attempted to empirically justify these claims. Over fifteen years ago, noted film scholar Brian Winston commented that "the underlying assumption of most social documentaries—that they shall act as agents of reform and change—is almost never demonstrated" (236). A decade later, Political Scientist David Whiteman repeated this sentiment, arguing that, "despite widespread speculation about the impact of documentaries, the topic has received relatively little systematic attention" ("Evolving"). And earlier this year, the introduction to a special issue of Mass Communication and Society on documentary film stated, "documentary film, despite its growing influence and many impacts, has mostly been overlooked by social scientists studying the media and communication" (Nisbet and Aufderheide 451). Film has been studied extensively as entertainment, as narrative, and as cultural event, but the study of film as an agent of social change is still in its infancy. This paper introduces a systematic approach to measuring the social impact of documentary film aiming to: (1) discuss the context of documentary film and its potential impact; and (2) argue for a social science approach, discussing key issues about conducting such research. Changes in Documentary Practice Documentary film has been used as a tool for promoting social change throughout its history. John Grierson, who coined the term "documentary" in 1926, believed it could be used to influence the ideas and actions of people in ways once reserved for church and school. He presented his thoughts on this emerging genre in his 1932 essay, First Principles of Documentary, saying, "We believe that the cinema's capacity for getting around, for observing and selecting from life itself, can be exploited in a new and vital art form" (97). Richard Barsam further specified the definition of documentary, distinguishing it from non-fiction film, such that all documentaries are non-fiction films but not all non-fiction films are documentaries. He distinguishes documentary from other forms of non-fiction film (i.e. travel films, educational films, newsreels) by its purpose; it is a film with an opinion and a specific message that aims to persuade or influence the audience. And Bill Nichols writes that the definition of documentary may even expand beyond the film itself, defining it as a "filmmaking practice, a cinematic tradition, and mode of audience reception" (12). Documentary film has undergone many significant changes since its inception, from the heavily staged romanticism movement of the 1920s to the propagandist tradition of governments using film to persuade individuals to support national agendas to the introduction of cinéma vérité in the 1960s and historical documentary in the 1980s (cf. Barnouw). However, the recent upsurge in popularity of documentary media, combined with technological advances of internet and computers have opened up a whole new set of opportunities for film to serve as both art and agent for social change. One such opportunity is in the creation of film-based social action campaigns. Over the past decade, filmmakers have taken a more active role in promoting social change by coordinating film releases with action campaigns. Companies such as Participant Media (An Inconvenient Truth, Food Inc., etc.) now create "specific social action campaigns for each film and documentary designed to give a voice to issues that resonate in the films" (Participant Media). In addition, a new sector of "social media" consultants are now offering services, including "consultation, strategic planning for alternative distribution, website and social media development, and complete campaign management services to filmmakers to ensure the content of nonfiction media truly meets the intention for change" (Working Films). The emergence of new forms of media and technology are changing our conceptions of both documentary film and social action. Technologies such as podcasts, video blogs, internet radio, social media and network applications, and collaborative web editing "both unsettle and extend concepts and assumptions at the heart of 'documentary' as a practice and as an idea" (Ellsworth). In the past decade, we have seen new forms of documentary creation, distribution, marketing, and engagement. Likewise, film campaigns are utilizing a broad array of strategies to engage audience members, including "action kits, screening programs, educational curriculums and classes, house parties, seminars, panels" that often turn into "ongoing 'legacy' programs that are updated and revised to continue beyond the film's domestic and international theatrical, DVD and television windows" (Participant Media). This move towards multi-media documentary film is becoming not only commonplace, but expected as a part of filmmaking. NYU film professor and documentary film pioneer George Stoney recently noted, "50 percent of the documentary filmmaker's job is making the movie, and 50 percent is figuring out what its impact can be and how it can move audiences to action" (qtd. in Nisbet, "Gasland"). In his book Convergence Culture, Henry Jenkins, coined the term "transmedia storytelling", which he later defined as "a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience" ("Transmedia"). When applied to documentary film, it is the elements of the "issue" raised by the film that get dispersed across these channels, coordinating, not just an entertainment experience, but a social action campaign. Dimensions of Evaluation It is not unreasonable to assume that such film campaigns, just like any policy or program, have the possibility to influence viewers' knowledge, attitudes, and behavior. Measuring this impact has become increasingly important, as funders of documentary and issue-based films want look to understand the "return on investment" of films in terms of social impact so that they can compare them with other projects, including non-media, direct service projects. Although we "feel" like films make a difference to the individuals who also see them in the broader cultures in which they are embedded, measurement and empirical analysis of this impact are vitally important for both providing feedback to filmmakers and funders as well as informing future efforts attempting to leverage film for social change. This type of systematic assessment, or program evaluation, is often discussed in terms of two primary goals—formative (or process) and summative (or impact) evaluation (cf. Muraskin; Trochim and Donnelly). Formative evaluation studies program materials and activities to strengthen a program, and summative evaluation examines program outcomes. In terms of documentary film, these two goals can be described as follows: Formative Evaluation: Informing the Process As programs (broadly defined as an intentional set of activities with the aim of having some specific impact), the people who interact with them, and the cultures they are situated in are constantly changing, program development and evaluation is an ongoing learning cycle. Film campaigns, which are an intentional set of activities with the aim of impacting individual viewers and broader cultures, fit squarely within this purview. Without formulating hypotheses about the relationships between program activities and goals and then collecting and analyzing data during implementation to test them, it is difficult to learn ways to improve programs (or continue doing what works best in the most efficient manner). Attention to this process enables those involved to learn more about, not only what works, but how and why it works and even gain insights about how program outcomes may be affected by changes to resource availability, potential audiences, or infrastructure. Filmmakers are constantly learning and honing their craft and realizing the impact of their practice can help the artistic process. Often faced with tight budgets and timelines, they are forced to confront tradeoffs all the time, in the writing, production and post-production process. Understanding where they are having impact can improve their decision-making, which can help both the individual project and the overall field. Summative Evaluation: Quantifying Impacts Evaluation is used in many different fields to determine whether programs are achieving their intended goals and objectives. It became popular in the 1960s as a way of understanding the impact of the Great Society programs and has continued to grow since that time (Madaus and Stufflebeam). A recent White House memo stated that "rigorous, independent program evaluations can be a key resource in determining whether government programs are achieving their intended outcomes as well as possible and at the lowest possible cost" and the United States Office of Management and Budget (OMB) launched an initiative to increase the practice of "impact evaluations, or evaluations aimed at determining the causal effects of programs" (Orszag 1). Documentary films, like government programs, generally target a national audience, aim to serve a social purpose, and often do not provide a return on their investment. Participant Media, the most visible and arguably most successful documentary production company in the film industry, made recent headlines for its difficulty in making a profit during its seven-year history (Cieply). Owner and founder Jeff Skoll reported investing hundreds of millions of dollars into the company and CEO James Berk added that the company sometimes measures success, not by profit, but by "whether Mr. Skoll could have exerted more impact simply by spending his money philanthropically" (Cieply). Because of this, documentary projects often rely on grant funding, and are starting to approach funders beyond traditional arts and media sources. "Filmmakers are finding new fiscal and non-fiscal partners, in constituencies that would not traditionally be considered—or consider themselves—media funders or partners" (BRITDOC 6). And funders increasingly expect tangible data about their return on investment. Says Luis Ubiñas, president of Ford Foundation, which recently launched the Just Films Initiative: In these times of global economic uncertainty, with increasing demand for limited philanthropic dollars, assessing our effectiveness is more important than ever. Today, staying on the frontlines of social change means gauging, with thoughtfulness and rigor, the immediate and distant outcomes of our funding. Establishing the need for evaluation is not enough—attention to methodology is also critical. Valid research methodology is a critical component of understanding around the role entertainment can play in impacting social and environmental issues. The following issues are vital to measuring impact. Defining the Project Though this may seem like an obvious step, it is essential to determine the nature of the project so one can create research questions and hypotheses based on a complete understanding of the "treatment". One organization that provides a great example of the integration of documentary film imbedded into a larger campaign or movement is Invisible Children. Founded in 2005, Invisible Children is both a media-based organization as well as an economic development NGO with the goal of raising awareness and meeting the needs of child soldiers and other youth suffering as a result of the ongoing war in northern Uganda. Although Invisible Children began as a documentary film, it has grown into a large non-profit organization with an operating budget of over $8 million and a staff of over a hundred employees and interns throughout the year as well as volunteers in all 50 states and several countries. Invisible Children programming includes films, events, fundraising campaigns, contests, social media platforms, blogs, videos, two national "tours" per year, merchandise, and even a 650-person three-day youth summit in August 2011 called The Fourth Estate. Individually, each of these components might lead to specific outcomes; collectively, they might lead to others. In order to properly assess impacts of the film "project", it is important to take all of these components into consideration and think about who they may impact and how. This informs the research questions, hypotheses, and methods used in evaluation. Film campaigns may even include partnerships with existing social movements and non-profit organizations targeting social change. The American University Center for Social Media concluded in a case study of three issue-based documentary film campaigns: Digital technologies do not replace, but are closely entwined with, longstanding on-the-ground activities of stakeholders and citizens working for social change. Projects like these forge new tools, pipelines, and circuits of circulation in a multiplatform media environment. They help to create sustainable network infrastructures for participatory public media that extend from local communities to transnational circuits and from grassroots communities to policy makers. (Abrash) Expanding the Focus of Impact beyond the Individual A recent focus has shifted the dialogue on film impact. Whiteman ("Theaters") argues that traditional metrics of film "success" tend to focus on studio economic indicators that are far more relevant to large budget films. Current efforts focused on box office receipts and audience size, the author claims, are really measures of successful film marketing or promotion, missing the mark when it comes to understanding social impact. He instead stresses the importance of developing a more comprehensive model. His "coalition model" broadens the range and types of impact of film beyond traditional metrics to include the entire filmmaking process, from production to distribution. Whiteman (“Theaters”) argues that a narrow focus on the size of the audience for a film, its box office receipts, and viewers' attitudes does not incorporate the potential reach of a documentary film. Impacts within the coalition model include both individual and policy levels. Individual impacts (with an emphasis on activist groups) include educating members, mobilizing for action, and raising group status; policy includes altering both agenda for and the substance of policy deliberations. The Fledgling Fund (Barrett and Leddy) expanded on this concept and identified five distinct impacts of documentary film campaigns. These potential impacts expand from individual viewers to groups, movements, and eventually to what they call the "ultimate goal" of social change. Each is introduced briefly below. Quality Film. The film itself can be presented as a quality film or media project, creating enjoyment or evoking emotion in the part of audiences. "By this we mean a film that has a compelling narrative that draws viewers in and can engage them in the issue and illustrate complex problems in ways that statistics cannot" (Barrett and Leddy, 6). Public Awareness. Film can increase public awareness by bringing light to issues and stories that may have otherwise been unknown or not often thought about. This is the level of impact that has received the most attention, as films are often discussed in terms of their "educational" value. "A project's ability to raise awareness around a particular issue, since awareness is a critical building block for both individual change and broader social change" (Barrett and Leddy, 6). Public Engagement. Impact, however, need not stop at simply raising public awareness. Engagement "indicates a shift from simply being aware of an issue to acting on this awareness. Were a film and its outreach campaign able to provide an answer to the question 'What can I do?' and more importantly mobilize that individual to act?" (Barrett and Leddy, 7). This is where an associated film campaign becomes increasingly important, as transmedia outlets such as Facebook, websites, blogs, etc. can build off the interest and awareness developed through watching a film and provide outlets for viewers channel their constructive efforts. Social Movement. In addition to impacts on individuals, films can also serve to mobilize groups focused on a particular problem. The filmmaker can create a campaign around the film to promote its goals and/or work with existing groups focused on a particular issue, so that the film can be used as a tool for mobilization and collaboration. "Moving beyond measures of impact as they relate to individual awareness and engagement, we look at the project's impact as it relates to the broader social movement … if a project can strengthen the work of key advocacy organizations that have strong commitment to the issues raised in the film" (Barrett and Leddy, 7). Social Change. The final level of impact and "ultimate goal" of an issue-based film is long-term and systemic social change. "While we understand that realizing social change is often a long and complex process, we do believe it is possible and that for some projects and issues there are key indicators of success" (Barrett and Leddy, 7). This can take the form of policy or legislative change, passed through film-based lobbying efforts, or shifts in public dialogue and behavior. Legislative change typically takes place beyond the social movement stage, when there is enough support to pressure legislators to change or create policy. Film-inspired activism has been seen in issues ranging from environmental causes such as agriculture (Food Inc.) and toxic products (Blue Vinyl) to social causes such as foreign conflict (Invisible Children) and education (Waiting for Superman). Documentary films can also have a strong influence as media agenda-setters, as films provide dramatic "news pegs" for journalists seeking to either sustain or generation new coverage of an issue (Nisbet "Introduction" 5), such as the media coverage of climate change in conjunction with An Inconvenient Truth. Barrett and Leddy, however, note that not all films target all five impacts and that different films may lead to different impacts. "In some cases we could look to key legislative or policy changes that were driven by, or at least supported by the project... In other cases, we can point to shifts in public dialogue and how issues are framed and discussed" (7). It is possible that specific film and/or campaign characteristics may lead to different impacts; this is a nascent area for research and one with great promise for both practical and theoretical utility. Innovations in Tools and Methods Finally, the selection of tools is a vital component for assessing impact and the new media landscape is enabling innovations in the methods and strategies for program evaluation. Whereas the traditional domain of film impact measurement included box office statistics, focus groups, and exit surveys, innovations in data collection and analysis have expanded the reach of what questions we can ask and how we are able to answer them. For example, press coverage can assist in understanding and measuring the increase in awareness about an issue post-release. Looking directly at web-traffic changes "enables the creation of an information-seeking curve that can define the parameters of a teachable moment" (Hart and Leiserowitz 360). Audience reception can be measured, not only via interviews and focus groups, but also through content and sentiment analysis of web content and online analytics. "Sophisticated analytics can substantially improve decision making, minimize risks, and unearth valuable insights that would otherwise remain hidden" (Manyika et al. 5). These new tools are significantly changing evaluation, expanding what we can learn about the social impacts of film through triangulation of self-report data with measurement of actual behavior in virtual environments. Conclusion The changing media landscape both allows and impels evaluation of film impacts on individual viewers and the broader culture in which they are imbedded. Although such analysis may have previously been limited to box office numbers, critics' reviews, and theater exit surveys, the rise of new media provides both the ability to connect filmmakers, activists, and viewers in new ways and the data in which to study the process. This capability, combined with significant growth in the documentary landscape, suggests a great potential for documentary film to contribute to some of our most pressing social and environmental needs. A social scientific approach, that combines empirical analysis with theory applied from basic science, ensures that impact can be measured and leveraged in a way that is useful for both filmmakers as well as funders. In the end, this attention to impact ensures a continued thriving marketplace for issue-based documentary films in our social landscape. References Abrash, Barbara. "Social Issue Documentary: The Evolution of Public Engagement." American University Center for Social Media 21 Apr. 2010. 26 Sep. 2011 ‹http://www.centerforsocialmedia.org/›. Aufderheide, Patricia. "The Changing Documentary Marketplace." Cineaste 30.3 (2005): 24-28. Barnouw, Eric. Documentary: A History of the Non-Fiction Film. New York: Oxford UP, 1993. Barrett, Diana and Sheila Leddy. "Assessing Creative Media's Social Impact." The Fledgling Fund, Dec. 2008. 15 Sep. 2011 ‹http://www.thefledglingfund.org/media/research.html›. Barsam, Richard M. Nonfiction Film: A Critical History. Bloomington: Indiana UP. 1992. BRITDOC Foundation. The End of the Line: A Social Impact Evaluation. London: Channel 4, 2011. 12 Oct. 2011 ‹http://britdoc.org/news_details/the_social_impact_of_the_end_of_the_line/›. Cieply, Michael. "Uneven Growth for Film Studio with a Message." New York Times 5 Jun. 2011: B1. Ellsworth, Elizabeth. "Emerging Media and Documentary Practice." The New School Graduate Program in International Affairs. Aug. 2008. 22 Sep. 2011. ‹http://www.gpia.info/node/911›. Grierson, John. "First Principles of Documentary (1932)." Imagining Reality: The Faber Book of Documentary. Eds. Kevin Macdonald and Mark Cousins. London: Faber and Faber, 1996. 97-102. Hart, Philip Solomon and Anthony Leiserowitz. "Finding the Teachable Moment: An Analysis of Information-Seeking Behavior on Global Warming Related Websites during the Release of The Day After Tomorrow." Environmental Communication: A Journal of Nature and Culture 3.3 (2009): 355-66. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York UP, 2006. ———. "Transmedia Storytelling 101." Confessions of an Aca-Fan. The Official Weblog of Henry Jenkins. 22 Mar. 2007. 10 Oct. 2011 ‹http://www.henryjenkins.org/2007/03/transmedia_storytelling_101.html›. Madaus, George, and Daniel Stufflebeam. "Program Evaluation: A Historical Overview." Evaluation in Education and Human Services 49.1 (2002): 3-18. Manyika, James, Michael Chui, Jacques Bughin, Brad Brown, Richard Dobbs, Charles Roxburgh, and Angela Hung Byers. Big Data: The Next Frontier for Innovation, Competition, and Productivity. McKinsey Global Institute. May 2011 ‹http://www.mckinsey.com/mgi/publications/big_data/›. Muraskin, Lana. Understanding Evaluation: The Way to Better Prevention Programs. Washington: U.S. Department of Education, 1993. 8 Oct. 2011 ‹http://www2.ed.gov/PDFDocs/handbook.pdf›. Nichols, Bill. "Foreword." Documenting the Documentary: Close Readings of Documentary Film and Video. Eds. Barry Keith Grant and Jeannette Sloniowski. Detroit: Wayne State UP, 1997. 11-13. Nisbet, Matthew. "Gasland and Dirty Business: Documentary Films Shape Debate on Energy Policy." Big Think, 9 May 2011. 1 Oct. 2011 ‹http://bigthink.com/ideas/38345›. ———. "Introduction: Understanding the Social Impact of a Documentary Film." Documentaries on a Mission: How Nonprofits Are Making Movies for Public Engagement. Ed. Karen Hirsch, Center for Social Media. Mar. 2007. 10 Sep. 2011 ‹http://aladinrc.wrlc.org/bitstream/1961/4634/1/docs_on_a_mission.pdf›. Nisbet, Matthew, and Patricia Aufderheide. "Documentary Film: Towards a Research Agenda on Forms, Functions, and Impacts." Mass Communication and Society 12.4 (2011): 450-56. Orszag, Peter. Increased Emphasis on Program Evaluation. Washington: Office of Management and Budget. 7 Oct. 2009. 10 Oct. 2011 ‹http://www.whitehouse.gov/sites/default/files/omb/assets/memoranda_2010/m10-01.pdf›. Participant Media. "Our Mission." 2011. 2 Apr. 2011 ‹http://www.participantmedia.com/company/about_us.php.›. Plantinga, Carl. Rhetoric and Representation in Nonfiction Film. Cambridge: Cambridge UP, 1997. Trochim, William, and James Donnelly. Research Methods Knowledge Base. 3rd ed. Mason: Atomic Dogs, 2007. Ubiñas, Luis. "President's Message." 2009 Annual Report. Ford Foundation, Sep. 2010. 10 Oct. 2011 ‹http://www.fordfoundation.org/about-us/2009-annual-report/presidents-message›. Vladica, Florin, and Charles Davis. "Business Innovation and New Media Practices in Documentary Film Production and Distribution: Conceptual Framework and Review of Evidence." The Media as a Driver of the Information Society. Eds. Ed Albarran, Paulo Faustino, and R. Santos. Lisbon, Portugal: Media XXI / Formal, 2009. 299-319. Whiteman, David. "Out of the Theaters and into the Streets: A Coalition Model of the Political Impact of Documentary Film and Video." Political Communication 21.1 (2004): 51-69. ———. "The Evolving Impact of Documentary Film: Sacrifice and the Rise of Issue-Centered Outreach." Post Script 22 Jun. 2007. 10 Sep. 2011 ‹http://www.allbusiness.com/media-telecommunications/movies-sound-recording/5517496-1.html›. Winston, Brian. Claiming the Real: The Documentary Film Revisited. London: British Film Institute, 1995. Working Films. "Nonprofits: Working Films." Foundation Source Access 31 May 2011. 5 Oct. 2011 ‹http://access.foundationsource.com/nonprofit/working-films/›.

Central within the discourses that have surrounded the commercial internet during its emergence has been an underlying promise of disorder. The claims for consumer empowerment with which e-commerce was promoted and discussed within industry and academic literature (Flamberg; Gates; Horton; Levine et al. for instance), coupled with recurring claims that the emergence of e-commerce was as profound a shift as that occasioned by the Industrial Revolution (Dancer; Sullivan; Lynch for instance), established an underlying sense of chaotic upheaval – a clear and present danger to the established order. And on the surface it would appear as if the commercial internet does serve as a challenge to established authority. User interfaces function by offering a degree of autonomy and informal control to the user. However, the infrastructure supporting e-commerce is multi-layered. It is here that the friendly interface cedes to a vast data structure: an ordered and ordering database. Using an August 2002 sample of the corporate portal ninemsn extensively analysed as part of a broader PhD project, this paper explores the tension between front end disorder and back end order. Its goal is to indicate how the surface forms of this site are superimposed on a machinery which orders, or perhaps disciplines, consumer activity. The ninemsn Interface The ninemsn website is typified by a dominance of written text over graphic images. It is constituted primarily by complex noun phrases (the most commonly occurring utterance type) followed by imperative formations. Less often used are statements and interrogatives. The preponderance of noun phrases is readily explained by the metafunction of these utterances as hypertext anchors. Content analyses conducted by Haas and Grams indicate a typical use of noun phrases as anchor text on websites. But it is the fact that all of the phrase types are used on the ninemsn website as hypertext which renders the distinction between utterance types redundant. Despite their different surface forms, the status of the utterances as hypertext anchors makes them similar in terms of function. All of the utterances become actionable, open to activation and engagement by the consumer, thereby challenging their function as direct commands or statements. By inviting the act of linking, hypertext presupposes that there is ‘something else’ which lies behind those pieces of text. They are, therefore, never merely utterances which can be interpreted solely at their surface but are marked by the immanent existence of what Chomsky calls deep structure, layers of significance beyond that revealed in the surface form. None of the linguistic features previously identified is therefore a simple utterance. Each has an alternative form and function by virtue of the fact that it is constituted within a logic of hypertext. On ninemsn all the utterances have the performative (illocutionary) force (Austin) of offers. The surface forms can be read as the result of a transformation (Chomsky) of this underlying linguistic structure. The base form best associated with a commercial institution operating within a hypertextual medium is the interrogative “would you like …?” Consequently, the noun phrase “Bust-shaping bodysuit” (ninemsn Home Page 12 Aug 2002) is a transformation of the underlying interrogative “Would you like a bust-shaping bodysuit?”, or the humble statement “I [ninemsn] offer you [the user] a bust-shaping bodysuit”. But what is significant is that for the site to make sense and serve as something other than a random collection of statements and imperatives, this underlying form must be recovered by the user. And it would be a naïve user indeed who did not recognise the polite offers of hypertext which underpin the commands appearing at the surface of the ninemsn website. These transformative effects mitigate the power, or control, being obviously exerted by the company over the user’s experience of ninemsn. Firstly they do this by transforming commands and bold declaratives into polite inquiries. But the very nature of hypertext alone works to this end. As Miles has argued, the illocutionary force of hypertext, in this case the act of offering, is contained within the relationship between anchor text and the destination site. “It is not in the nodes that hypertext ‘happens’, but in the causal connections and pathways made between nodes” (Miles “Cinematic Paradigms” n.pag.). Thus, for Miles, what becomes important in a hypertextual document is the ‘event of connection’ (“Hypertext Structure” n.pag.) – an act performed by the user. Thus, hypertext and the performative power it extends to the statements on the ninemsn website, make the user the key active agent in the determination of meaning on the site rather than the company. By denying control of the site, both in the form of user activated hypertext and through the underlying invitational nature of its utterances, ninemsn opens itself to random and chaotic interaction. It becomes a site not for the direct and strict ordering of users – neither in the form of direct imperatives nor in the form of control of practice. Rather it is a site for the de-control of user activity. The interactivity enabled by hypertext here becomes a tool for disorder. The ninemsn Database However thus far we have only examined the surface structures of the site, the user-friendly interface of the corporate entity that is ninemsn. Below this lies the infrastructure of the site: the database. ninemsn is a database in two senses. Firstly it is a collection of sites, pages, and links which cohere under the ninemsn brand umbrella. Pages which are marked with the ninemsn brand, and to which links are directly offered from the site, do not constitute the entire World Wide Web. This occurs despite the site’s description as a portal implying that it functions as a window onto the system. At this level, ninemsn can be conceived as a particular ordering through selection and collation of the information system that is the Web. But it is also an active ordering of the activities of the user. By only offering a limited set of links to strategic partners, and offering paid listings foremost in its Web-wide search function, the site delimits the autonomy which it appears to offer at the hypertextual interface. At the level of the database, it becomes an attenuated autonomy, ordered by strategic hyperlinking (Jackson). But ninemsn is also a database of consumers and consumer traffic patterns which are then onsold to advertisers and strategic partners. The site invites users to personalise the interface by entering preferences which effectively expose their consumer behaviour. They are offered memberships which result in extra rewards but involve filling in a proforma listing personal details remarkably similar to the demographic information the site offers advertisers about its consumers. By entering data into the system in these ways – a voluntary act of choice lured by the personalisation options it enables – the consumer becomes ordered. Online consumer activity here becomes organised into a set of pre-ordained fields which constitute that user for the purposes of that transaction (Poster). They become known, not through the self-directed, disorderly conduct of surfing, but through the pre-defined and orderly fields of the marketing database. This effect can be traced further in the commercial Web. By similarly mapping the behaviours of users, cookies and other forms of more passively activated ‘spyware’ also reduce the behaviour of users to pre-constituted fields of value. As the consumer interacts with the system following the polite invitations of hypertext, the system orders this trail into valuable marketing data. Thus, it is the same hypertext which offers the illusion of autonomy at the site interface which enables the increasing surveillance and ordering of consumers at the lower levels of the database. Interactivity as an Ordering Practice Interactivity and its e-commerce companion, the promise of personalisation, here become disciplining practices, seductively drawing the consumer further into the ordering machinery of the site. They encourage the user to submit more and more of their Self – their interests, the trajectory of their logic – to the ordering gaze of the market. Using Virilio’s terms, we can therefore understand interactivity in e-commerce as both an accelerator and a brake on human movement, in this instance the movement of hypertext as the manifestation of individual choice. It is both a technology which ‘empowers’ the user to move in their personally determined disordered fashion, mimicking the radical potential of dynamic bodies, and a delimiting of that potential into the regimented service of commerce. But this is not to argue that consumers necessarily accept this role, nor to imply any (over)- determining role for hypertextual environments. Foucault himself recognises the immanent potential for resistance within any disciplining practice. It is however, to point to the ordered disordering that constitutes the new media environment, particularly in its commercial forms. Like Featherstone on consumer culture we can read interactive media as a site for the ‘controlled de-control’ of emotion. We can see it as a site where disorder is not necessarily the weapon of the revolutionary or the radical, but is also, and simultaneously, in the service of the order it ostensibly challenges. References Austin, J.L. How to Do Things with Words: The William James Lectures Delivered at Harvard University in 1955. 2nd edition. Eds. J.O. Urmson and Marina Sbisa. Oxford: Clarendon Press, 1975. Chomsky, Noam. Aspects of the Theory of Syntax. Cambridge, Massachusetts: MIT Press, 1965. Dancer, Helen. “Riding the Storm”. The Bulletin 1 Feb 2000: 64-5. Featherstone, Mike. Consumer Culture and Postmodernism. London: Sage, 1991. Flamberg, Danny. “Understanding the Empowered E-Consumer”. iMarketing News 1.9 (19 Nov 1999): 32. Foucault, Michel. The Will to Knowledge: The History of Sexuality, Vol. 1. Harmondsworth: Penguin, 1998. Trans. Robert Hurley. Originally published 1976. Gates, Bill, with Nathan Myhrvold and Peter Rinearson. The Road Ahead. Revised edition. London: Penguin Books, 1996. Originally published 1995. Haas, Stephanie W., and Erika S. Grams. “Page and Link Classifications: Connecting Diverse Resources”. Proceedings of the Third ACM Conference on Digital Libraries, Pittsburgh, Pennsylvania, USA, 1998: 99-107. 2 Oct 2002 http://portal.acm.org>. Haas, Stephanie W., and Erika S. Grams. “Readers, Authors and Page Structure: A Discussion of Four Questions Arising from a Content Analysis of Web Pages.” Journal of the American Society for Information Science 51.2 (2000): 181-92. Horton, Matthew. “The Internet and the Empowered Consumer: From the Scarcity of the Commodity to the Multiplicity of Subjectivities.” Media International Australia 91 (May 1999): 111-23. Jackson, Michele H. “Assessing the Structure of Communication on the World Wide Web”. Journal of Computer-Mediated Communication 3.1 (Jun 1997). 8 Aug 2002 http://www.ascusc.org/jcmc/> Levine, Rick, Christopher Locke, Doc Searls and David Weinberger. The Cluetrain Manifesto: The End of Business as Usual. South Yarra: Hardie Grant Books, 2000. Lynch, Adrian. “Revolution Gives Power to Consumers.” The Australian 30 May 2000: IT section 17. Miles, Adrian. “Cinematic Paradigms for Hypertext.” Presented at Digital Arts & Culture conference, Bergen, Norway, 26-28 Nov 1998. 3 Oct 2002 http://cmc.uib.no/dac98/> Miles, Adrian. “Hypertext Structure as the Event of Connection.” Journal of Digital Information 2.3 (2002). Originally presented at ACM Hyperlink 2001 conference in Aarhus, Denmark. 5 Sep 2002 http://jodi.ecs.soton.ac.uk>. Poster, Mark. The Second Media Age. Cambridge: Polity Press, 1995. Sullivan, Andrew. “Dotcommo e-Volution”. The Australian 19 Jun 2000: 40. Virilio, Paul. Speed and Politics: Essays on Dromology. New York: Semiotext(e), 1986. Trans. Mark Polizzotti. Originally published 1977. Citation reference for this article MLA Style Jarrett, Kylie. "Ordering Disorder: ninemsn, Hypertext and Databases." M/C Journal 7.6 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0501/07-jarrett.php>. APA Style Jarrett, K. (Jan. 2005) "Ordering Disorder: ninemsn, Hypertext and Databases," M/C Journal, 7(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0501/07-jarrett.php>.

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. Brussels: Commission of the European Communities, 3 Dec. 2008. Environmental Protection Agency. Management of Electronic Waste in the United States. Washington, DC: EPA, 2007 Environmental Protection Agency. Statistics on the Management of Used and End-of-Life Electronics. Washington, DC: EPA, 2008 Grossman, Elizabeth. Tackling High-Tech Trash: The E-Waste Explosion & What We Can Do about It. New York: Demos, 2008. ‹http://www.demos.org/pubs/e-waste_FINAL.pdf› Herat, Sunil. “Review: Sustainable Management of Electronic Waste (e-Waste).” Clean 35.4 (2007): 305-10. Houghton, J. “ICT and the Environment in Developing Countries: Opportunities and Developments.” Paper prepared for the Organization for Economic Cooperation and Development, 2009. International Telecommunication Union. ICTs for Environment: Guidelines for Developing Countries, with a Focus on Climate Change. Geneva: ICT Applications and Cybersecurity Division Policies and Strategies Department ITU Telecommunication Development Sector, 2008. Malmodin, Jens, Åsa Moberg, Dag Lundén, Göran Finnveden, and Nina Lövehagen. “Greenhouse Gas Emissions and Operational Electricity Use in the ICT and Entertainment & Media Sectors.” Journal of Industrial Ecology 14.5 (2010): 770-90. Marx, Karl. Capital: Vol. 1: A Critical Analysis of Capitalist Production, 3rd ed. Trans. Samuel Moore and Edward Aveling, Ed. Frederick Engels. New York: International Publishers, 1987. Mattelart, Armand and Costas M. Constantinou. “Communications/Excommunications: An Interview with Armand Mattelart.” Trans. Amandine Bled, Jacques Guot, and Costas Constantinou. Review of International Studies 34.1 (2008): 21-42. Mattelart, Armand. “Cómo nació el mito de Internet.” Trans. Yanina Guthman. El mito internet. Ed. Victor Hugo de la Fuente. Santiago: Editorial aún creemos en los sueños, 2002. 25-32. Maxwell, Richard and Toby Miller. Greening the Media. New York: Oxford University Press, 2012. Nye, David E. American Technological Sublime. Cambridge, Mass.: MIT Press, 1994. Nye, David E. Technology Matters: Questions to Live With. Cambridge, Mass.: MIT Press. 2007. Orwell, George. “As I Please.” Tribune. 12 May 1944. Richtel, Matt. “Consumers Hold on to Products Longer.” New York Times: B1, 26 Feb. 2011. Robinson, Brett H. “E-Waste: An Assessment of Global Production and Environmental Impacts.” Science of the Total Environment 408.2 (2009): 183-91. Rogers, Heather. Gone Tomorrow: The Hidden Life of Garbage. New York: New Press, 2005. Sacks, Harvey. Lectures on Conversation. Vols. I and II. Ed. Gail Jefferson. Malden: Blackwell, 1995. Schiller, Herbert I. Information and the Crisis Economy. Norwood: Ablex Publishing, 1984. Schor, Juliet B. Plenitude: The New Economics of True Wealth. New York: Penguin, 2010. Science and Technology Council of the American Academy of Motion Picture Arts and Sciences. The Digital Dilemma: Strategic Issues in Archiving and Accessing Digital Motion Picture Materials. Los Angeles: Academy Imprints, 2007. Weber, Max. “Remarks on Technology and Culture.” Trans. Beatrix Zumsteg and Thomas M. Kemple. Ed. Thomas M. Kemple. Theory, Culture [i] The global recession that began in 2007 has been the main reason for some declines in Global North energy consumption, slower turnover in gadget upgrades, and longer periods of consumer maintenance of electronic goods (Richtel). [ii] The emergence of the technological sublime has been attributed to the Western triumphs in the post-Second World War period, when technological power supposedly supplanted the power of nature to inspire fear and astonishment (Nye Technology Matters 28). 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).

IntroductionIf human beings have become a geophysical force, capable of impacting the very crust and atmosphere of the planet, and if geophysical forces become objects of study, presences able to be charted over millions of years—one of our many problems is a 'naming' problem. - Bethany NowviskieThe anthropocene "denotes the present time interval, in which many geologically significant conditions and processes are profoundly altered by human activities" (S.Q.S.). Although the narrative and terminology of the anthropocene has not been officially legitimized by the scientific community as a whole, it has been adopted worldwide by a plethora of social and cultural studies. The challenges of the anthropocene demand interdisciplinary efforts and actions. New contexts, situations and environments call for original naming propositions: new terminologies are always illegitimate at the moment of their first appearance in the world.Against the background of the naming challenges of the anthropocene, we will map the emergence and tell the story of a tiny world within the world of media studies: the world of the term 'nanomedia' and its hyphenated sister 'nano-media'. While we tell the story of the uses of this term, its various meanings and applications, we will provide yet another possible interpretation and application to the term, one that we believe might be helpful to interdisciplinary media studies in the context of the anthropocene. Contemporary media terminologies are usually born out of fortuitous exchanges between communication technologies and their various social appropriations: hypodermic media, interactive media, social media, and so on and so forth. These terminologies are either recognised as the offspring of legitimate scientific endeavours by the media theory community, or are widely discredited and therefore rendered illegitimate. Scientific legitimacy comes from the broad recognition and embrace of a certain term and its inclusion in the canon of an epistemology. Illegitimate processes of theoretical enquiry and the study of the kinds of deviations that might deem a theory unacceptable have been scarcely addressed (Delborne). Rejected terminologies and theories are marginalised and gain the status of bastard epistemologies of media, considered irrelevant and unworthy of mention and recognition. Within these margins, however, different streams of media theories which involve conceptual hybridizations can be found: creole encounters between high culture and low culture (James), McLuhan's hybrid that comes from the 'meeting of two media' (McLuhan 55), or even 'bastard spaces' of cultural production (Bourdieu). Once in a while a new media epistemology arises that is categorised as a bastard not because of plain rejection or criticism, but because of its alien origins, formations and shape. New theories are currently emerging out of interdisciplinary and transdisciplinary thinking which are, in many ways, bearers of strange features and characteristics that might render its meaning elusive and obscure to a monodisciplinary perspective. Radical transdisciplinary thinking is often alien and alienated. It results from unconventional excursions into uncharted territories of enquiry: bastard epistemologies arise from such exchanges. Being itself a product of a mestizo process of thinking, this article takes a look into the term nanomedia (or nano-media): a marginal terminology within media theory. This term is not to be confounded with the term biomedia, coined by Eugene Thacker (2004). (The theory of biomedia has acquired a great level of scientific legitimacy, however it refers to the moist realities of the human body, and is more concerned with cyborg and post-human epistemologies. The term nanomedia, on the contrary, is currently being used according to multiple interpretations which are mostly marginal, and we argue, in this paper, that such uses might be considered illegitimate). ’Nanomedia’ was coined outside the communications area. It was first used by scientific researchers in the field of optics and physics (Rand et al), in relation to flows of media via nanoparticles and optical properties of nanomaterials. This term would only be used in media studies a couple of years later, with a completely different meaning, without any acknowledgment of its scientific origins and context. The structure of this narrative is thus illegitimate, and as such does not fit into traditional modalities of written expression: there are bits and pieces of information and epistemologies glued together as a collage of nano fragments which combine philology, scientific literature, digital ethnography and technology reviews. Transgressions Illegitimate theories might be understood in terms of hybrid epistemologies that intertwine disciplines and perspectives, rendering its outcomes inter or transdisciplinary, and therefore prone to being considered marginal by disciplinary communities. Such theories might also be considered illegitimate due to social and political power struggles which aim to maintain territory by reproducing specific epistemologies within a certain field. Scientific legitimacy is a social and political process, which has been widely addressed. Pierre Bourdieu, in particular, has dedicated most of his work to deciphering the intricacies of academic wars around the legitimacy or illegitimacy of theories and terminologies. Legitimacy also plays a role in determining the degree to which a certain theory will be regarded as relevant or irrelevant:Researchers’ tendency to concentrate on those problems regarded as the most important ones (e.g. because they have been constituted as such by producers endowed with a high degree of legitimacy) is explained by the fact that a contribution or discovery relating to those questions will tend to yield greater symbolic profit (Bourdieu 22).Exploring areas of enquiry which are outside the boundaries of mainstream scientific discourses is a dangerous affair. Mixing different epistemologies in the search for transversal grounds of knowledge might result in unrecognisable theories, which are born out of a combination of various processes of hybridisation: social, technological, cultural and material.Material mutations are happening that call for new epistemologies, due to the implications of current technological possibilities which might redefine our understanding of mediation, and expand it to include molecular forms of communication. A new terminology that takes into account the scientific and epistemological implications of nanotechnology applied to communication [and that also go beyond cyborg metaphors of a marriage between biology and cibernetics] is necessary. Nanomedia and nanomediations are the terminologies proposed in this article as conceptual tools to allow these further explorations. Nanomedia is here understood as the combination of different nanotechnological mediums of communication that are able to create and disseminate meaning via molecular exchange and/ or assembly. Nanomediation is here defined as the process of active transmission and reception of signs and meaning using nanotechnologies. These terminologies might help us in conducting interdisciplinary research and observations that go deeper into matter itself and take into account its molecular spaces of mediation - moving from metaphor into pragmatics. Nanomedia(s)Within the humanities, the term 'nano-media' was first proposed by Mojca Pajnik and John Downing, referring to small media interventions that communicate social meaning in independent ways. Their use of term 'nano-media' proposes to be a revised alternative to the plethora of terms that categorise such media actions, such as alternative media, community media, tactical media, participatory media, etc. The metaphor of smallness implied in the term nano-media is used to categorise the many fragments and complexities of political appropriations of independent media. Historical examples of the kind of 'nano' social interferences listed by Downing (2),include the flyers (Flugblätter) of the Protestant Reformation in Germany; the jokes, songs and ribaldry of François Rabelais’ marketplace ... the internet links of the global social justice (otromundialista) movement; the worldwide community radio movement; the political documentary movement in country after country.John Downing applies the meaning of the prefix nano (coming from the Greek word nanos - dwarf), to independent media interventions. His concept is rooted in an analysis of the social actions performed by local movements scattered around the world, politically engaged and tactically positioned. A similar, but still unique, proposition to the use of the term 'nano-media' appeared 2 years later in the work of Graham St John (442):If ‘mass media’ consists of regional and national print and television news, ‘niche media’ includes scene specific publications, and ‘micro media’ includes event flyers and album cover art (that which Eshun [1998] called ‘conceptechnics’), and ‘social media’ refers to virtual social networks, then the sampling of popular culture (e.g. cinema and documentary sources) using the medium of the programmed music itself might be considered nano-media.Nano-media, according to Graham St John, "involves the remediation of samples from popular sources (principally film) as part of the repertoire of electronic musicians in their efforts to create a distinct liminalized socio-aesthetic" (St John 445). While Downing proposes to use the term nano-media as a way to "shake people free of their obsession with the power of macro-media, once they consider the enormous impact of nano-technologies on our contemporary world" (Downing 1), Graham St John uses the term to categorise media practices specific to a subculture (psytrance). Since the use of the term 'nano-media' in relation to culture seems to be characterised by the study of marginalised social movements, portraying a hybrid remix of conceptual references that, if not completely illegitimate, would be located in the border of legitimacy within media theories, I am hereby proposing yet another bastard version of the concept of nanomedia (without a hyphen). Given that neither of the previous uses of the term 'nano-media' within the discipline of media studies take into account the technological use of the prefix nano, it is time to redefine the term in direct relation to nanotechnologies and communication devices. Let us start by taking a look at nanoradios. Nanoradios are carbon nanotubes connected in such a way that when electrodes flow through the nanotubes, various electrical signals recover the audio signals encoded by the radio wave being received (Service). Nanoradios are examples of the many ways in which nanotechnologies are converging with and transforming our present information and communication technologies. From molecular manufacturing (Drexler) to quantum computing (Deutsch), we now have a wide spectrum of emerging and converging technologies that can act as nanomedia - molecular structures built specifically to act as communication devices.NanomediationsBeyond literal attempts to replicate traditional media artifacts using nanotechnologies, we find deep processes of mediation which are being called nanocommunication (Hara et al.) - mediation that takes place through the exchange of signals between molecules: Nanocommunication networks (nanonetworks) can be used to coordinate tasks and realize them in a distributed manner, covering a greater area and reaching unprecedented locations. Molecular communication is a novel and promising way to achieve communication between nanodevices by encoding messages inside molecules. (Abadal & Akyildiz) Nature is nanotechnological. Living systems are precise mechanisms of physical engineering: our molecules obey our DNA and fall into place according to biological codes that are mysteriously written in our every cell. Bodies are perfectly mediated - biological systems of molecular communication and exchange. Humans have always tried to emulate or to replace natural processes by artificial ones. Nanotechnology is not an exception. Many nanotechnological applications try to replicate natural systems, for example: replicas of nanostructures found in lotus flowers are now being used in waterproof fabrics, nanocrystals, responsible for resistance of cobwebs, are being artificially replicated for use in resistant materials, and various proteins are being artificially replicated as well (NNI 05). In recent decades, the methods of manipulation and engineering of nano particles have been perfected by scientists, and hundreds of nanotechnological products are now being marketed. Such nano material levels are now accessible because our digital technologies were advanced enough to allow scientific visualization and manipulation at the atomic level. The Scanning Tunneling Microscopes (STMs), by Gerd Binnig and Heinrich Rohrer (1986), might be considered as the first kind of nanomedia devices ever built. STMs use quantum-mechanical principles to capture information about the surface of atoms and molecules, allowed digital imaging and visualization of atomic surfaces. Digital visualization of atomic surfaces led to the discovery of buckyballs and nanotubes (buckytubes), structures that are celebrated today and received their names in honor of Buckminster Fuller. Nanotechnologies were developed as a direct consequence of the advancement of digital technologies in the fields of scientific visualisation and imaging. Nonetheless, a direct causal relationship between nano and digital technologies is not the only correlation between these two fields. Much in the same manner in which digital technologies allow infinite manipulation and replication of data, nanotechnologies would allow infinite manipulation and replication of molecules. Nanocommunication could be as revolutionary as digital communication in regards to its possible outcomes concerning new media. Full implementation of the new possibilities of nanomedia would be equivalent or even more revolutionary than digital networks are today. Nanotechnology operates at an intermediate scale at which the laws of classical physics are mixed to the laws of quantum physics (Holister). The relationship between digital technologies and nanotechnologies is not just instrumental, it is also conceptual. We might compare the possibilities of nanotechnology to hypertext: in the same way that a word processor allows the expression of any type of textual structure, so nanotechnology could allow, in principle, for a sort of "3-D printing" of any material structure.Nanotechnologies are essentially media technologies. Nanomedia is now a reality because digital technologies made possible the visualization and computational simulation of the behavior of atomic particles at the nano level. Nanomachines that can build any type of molecular structure by atomic manufacturing could also build perfect replicas of themselves. Obviously, such a powerful technology offers medical and ecological dangers inherent to atomic manipulation. Although this type of concern has been present in the global debate about the social implications of nanotechnology, its full implications are yet not entirely understood. A general scientific consensus seems to exist, however, around the idea that molecules could become a new type of material alphabet, which, theoretically, would make possible the reconfiguration of the physical structures of any type of matter using molecular manufacturing. Matter becomes digital through molecular communication.Although the uses given to the term nano-media in the context of cultural and social studies are merely metaphorical - the prefix nano is used by humanists as an allegorical reference of a combination between 'small' and 'contemporary' - once the technological and scientifical realities of nanomedia present themselves as a new realm of mediation, populated with its own kind of molecular devices, it will not be possible to ignore its full range of implications anymore. A complexifying media ecosystem calls for a more nuanced and interdisciplinary approach to media studies.ConclusionThis article narrates the different uses of the term nanomedia as an illustration of the way in which disciplinarity determines the level of legitimacy or illegitimacy of an emerging term. We then presented another possible use of the term in the field of media studies, one that is more closely aligned with its scientific origins. The importance and relevance of this narrative is connected to the present challenges we face in the anthropocene. The reality of the anthropocene makes painfully evident the full extent of the impact our technologies have had in the present condition of our planet's ecosystems. For as long as we refuse to engage directly with the technologies themselves, trying to speak the language of science and technology in order to fully understand its wider consequences and implications, our theories will be reduced to fancy metaphors and aesthetic explorations which circulate around the critical issues of our times without penetrating them. The level of interdisciplinarity required by the challenges of the anthropocene has to go beyond anthropocentrism. Traditional theories of media are anthropocentric: we seem to be willing to engage only with that which we are able to recognise and relate to. Going beyond anthropocentrism requires that we become familiar with interdisciplinary discussions and perspectives around common terminologies so we might reach a consensus about the use of a shared term. For scientists, nanomedia is an information and communication technology which is simultaneously a tool for material engineering. For media artists and theorists, nano-media is a cultural practice of active social interference and artistic exploration. However, none of the two approaches is able to fully grasp the magnitude of such an inter and transdisciplinary encounter: when communication becomes molecular engineering, what are the legitimate boundaries of media theory? If matter becomes not only a medium, but also a language, what would be the conceptual tools needed to rethink our very understanding of mediation? Would this new media epistemology be considered legitimate or illegitimate? Be it legitimate or illegitimate, a new media theory must arise that challenges and overcomes the walls which separate science and culture, physics and semiotics, on the grounds that it is a transdisciplinary change on the inner workings of media itself which now becomes our vector of epistemological and empirical transformation. 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IntroductionFew life experiences have a greater impact upon the sense of self than the diagnosis of a life-challenging illness. Breast cancer is such an illness, and the sudden transition from 'well' to 'ill' is unsettling for a person's sense of knowing who they are in 'their' own body. What you know about your body, what others know about your body and what your biology knows about your body become suddenly problematic. This paper addresses what people know about their bodies before and after experiencing a breast cancer diagnosis by examining relevant theory and empirical data drawn from an online community for people with breast cancer, their families and supporters. In the Breast Cancer Click (BCC) online community members are encouraged to blog their breast cancer journey, engage in discussion forums, use a private messaging function to talk in real-time with each other and a breast care nurse, and to participate in live group chat. The records of all these activities have been used in a netnographic study which aims to examine the efficacy of this mutual support community. In this paper we present some of the material which has been created in the community’s activities to consider the embodied experience of breast cancer. Evidence from online community members is addressed to consider what a western cultural experience of breast cancer as captured by a disembodied online community can tell us about embodiment and embodied knowledge. How Do We Know?In ‘Knowing and Being’, Polanyi argues that knowing is related to two separate methods of investigation which nonetheless need to be integrated. On the one hand is the detailed knowledge of the particulars, and on the other the grasping of the big-picture conceptualization of the whole. “A medical student,” he writes, “deepens his knowledge of a disease by learning a list of its symptoms with all their variations, but only clinical practice can teach him to integrate the clues observed on an individual patient to form a correct diagnosis of his illness, rather than an erroneous diagnosis which is often more plausible” (460). The implication here is that there is more at stake than a formulaic listing of symptoms. The ‘knowing’ relates to knowledge around the disease of breast cancer; the ‘being’ relates to the experience of being a breast cancer patient. The necessary theory underpinning the identification of disease, the progress of symptoms and the side effects of treatment fails to capture the experience of the breast cancer patient, which is mutually recognisable among other patients even where superficial aspects of the disease manifestation diagnosis and progress may differ. Lekkie Hopkins writes of her immediate and bodily experience of hearing the diagnosis of her breast cancer:Thwack! ‘The good news is that you won’t die of this. The bad news is that you will have to lose a breast’. Whoosh earthwards. Floor opens to swallow my life force. Body a shell. Head empty, uncomprehending. Within seconds, whoosh again, upwards this time. Blood rushes to head, face blooms red, eyes zoom onto the tiny points of calcification on the x-ray image, ears boom. Lose a breast, lose a breast, lose a breast ricochets off the walls. Kind eyes, gentle hands, steady voice: ‘Can I call someone? Your partner?’ Kind eyes, gentle hands, steady voice. Lose a breast, Lose a breast, Lose a breast (132).Such embodied knowledge may not be recognisable within a medical/scientific context. Conflict can arise between a woman’s embodied knowledge of her breast cancer and the medical/scientific understanding involved in her treatment (Thomas-McLean, Memories of Treatment). Perhaps surprisingly, the body can appear absent in medical discourse and alternative approaches are needed to provide an embodied perspective. Considering poet and feminist scholar Adrienne Rich’s invitation to women to learn to think through the body, Lekkie Hopkins wondered “what it must mean to lose part of that body” (134). Thomas-McLean has noted that frameworks of health and illness can fail to capture the “complexities associated with living with an altered body” (Beyond Dichotomies 202). She promotes the idea that “women speaking for themselves, about their own experiences” is an important part of the repository of knowledge and understanding about breast cancer (Memories of Treatment 629). Our knowledge comes from our physical nature, our embodiment within our world and the meanings attached to the body within our social context.An online community constructed using community networking technologies may seem an unlikely place for reclaiming the knowledge of the body. However, deep connection between members has been observed in online communities studied in detail (Bonniface et al.). The qualitative richness of complex experiences, missing from the medical discourse, can be found in such communities and constitute an alternative source of data to traditional interview methods. As mentioned, it is not an aim of this paper to address the efficacy of the Breast Cancer Click community, but to use some of the material which has been created in the community’s activities to consider the embodied experience of breast cancer. In speaking for themselves in the Breast Cancer Click community, women reveal both their knowing and being as breast cancer survivors.Online Support in a (Dis)embodied CommunityThe research question addressed in this paper is “What embodied knowledge about breast cancer can be shared in the disembodied realm of an online support community?” Women experiencing the betrayal of their bodies seek the authenticating experience of sharing their stories with others whose lives have embodied analogous experiences. Breast Cancer Click (BCC) was set up to provide a connection between breast cancer patients and their supporters with others who are currently undergoing treatment and those that have completed their treatments wishing to support others. This peer-to-peer support is expanded through interaction with an online Breast Care Nurse, providing education and information and unraveling the medical terminology and diagnosis with each specific patient, where requested. Through personal messages, forum threads and group online chats regular contact is maintained with newly diagnosed members, those currently involved with treatment, and those considering reconstruction and other post-surgical options. It is through these active members’ dialogue that we can appreciate the value provided by this disembodied communicative space. Using the principles of netnography (Kozinets), which applies ethnographic techniques to online communities and environments, the posts, chat, forum contributions and private messages (all de-identified) were archived to provide the raw data for this study. Transcripts were analysed to identify themes arising (Strauss & Corbin) and to select content which illustrates these themes and illuminates the experience of participants and the value or otherwise of the online community. Necessarily, with hundreds of thousands of words posted as part of the ongoing research project, only selected material is presented here. Three major areas of discussion are presented for this paper: development of a new normal, breast image and holistic health. We have not ‘personalised’ the contributions of Breast Cancer Click members, but have indicated verbatim quotes via the attribution to (BCC).The ‘New Normal’I have silicone implants and swimming now feels VERY wierd. (BCC) This statement is indicative of a range of language comparing the pre-diagnosis, or pre-cancer, body with the changed circumstances which embody the results of the cancer even while the medical model excises it. Insights and comments on the bodily experience arise in a range of circumstances such as: through the experience of hair loss following on from chemotherapy; questions about authenticity and reconstruction following surgery. im expecting to shave my head as soon as i see hairloss. i have already had my hair cut shorter to help my kids adjust etc.i cut my hair short too before chemo so i get used to the idea havent shaved it yet though. (all BCC) These comments indicate the intuitive use of simulation strategies as a means of adjusting to the anticipated response of the body to the experience of chemotherapy. This simulation strategy reintroduces a sense of agency for the BCC member, allowing them to feel as though they have chosen to change their appearance.Sometimes the edge of the new normal can be softened by the experience of social and emotional solidarity conveyed through others embodying their support for the person with a breast cancer diagnosis: oh when i lost my hair, my boss (at the time) was so lovely, and he shaved his head, and we had our pics taken together : ). Mine too- the school did greatest shave just as I lost my hair. Raised $900. (Both BCC) Although the experience of losing hair through chemotherapy is very different from that of being shaved, the embodiment of ‘different’ can serve to offer consolation and companionship for those who are embarking on a breast cancer journey. A return to the ‘old normal’ can be a cause for celebration, along with a recognition that the body continues to function as it had pre-cancer:i remember the feeling when my hair was long enuf to dye back to blonde : ) was fabulous when it got long enuf for a bit of a style instead of just fluff! (BCC) Breast Image, Mastectomy and ReconstructionWithin the breast cancer community, the issue of reconstruction following mastectomy becomes a very personal one, whilst also, for some people, involving wider gender politics. Although it might seem this is an elaboration of the discussion around challenges to the concept of the ‘pre-cancer self’ and the new normal, women’s breasts have such a range of associations in Western culture that it is hard to be objective about the new embodiment of the post-cancer self. I had a lumpectomy but it's obvious size wise and I lost my nipple completely ... but I won't reconstruct or wear padding.We all look great (scars are not so lovely) but with swimwear or a bra on we are all OK. I went from a small a cup to a c cup as the plastic surgeon suggested we ‘may as well kick a goal as a point’. (Both BCC)Sometimes the experience of the disease is such that the ‘new normal’ places the body into an anomalous category. There is an embodiment of strangeness which over-rides the conscious understanding about biology and function. The rational, knowledgeable, self can sometimes be seen to be in conflict with the experiential being of the post-treatment breast cancer patient. This was the case with a 29 year-old BCC member who successfully fell pregnant after her diagnosis. This exchange was via live chat between the breast care nurse (BCN) and the BCC member, so it sometimes reads in a disjointed way as the messagers respond to each other’s posts in a semi-synchronous way. Do you think you will breast-feed? (BCC Breast Care Nurse) probably not. (BCC)i feel weird about my boobs now. (BCC) How do you mean? (BCC Breast Care Nurse) like i'd make sure baby got first milk etc, and then bottle feed. (BCC)oh umm its hard to describe, they don't feel like they are for that purpose anymore. (BCC)i don't like the left one being touched much. (BCC)Good plan - good for baby to have some breast milk. (BCC Breast Care Nurse)No - I guess it feels odd - not normal? (BCC Breast Care Nurse)As in this exchange, the online community operates to validate the experiences of its members, to offer support and understanding. The politics around breast feeding, as with those around a woman’s physical appearance, mean that people with a diagnosis of breast cancer often perceive they are subject to a range of social ‘shoulds’ at a time when they are trying to re-learn (or to learn) an authentic sense of being in communication with, and being in communion with, their body. Holistic HealthWe went for a brisk walk around west-end with heart rate monitors on to check our pulse rates. It was great to do the exercise in a group situation. I am looking forward to getting in touch with my pre-diagnosis body again. I gently stretched my 'bad' arm which was OK.I am very happy to say that my energy levels have already improved and have just been for a walk. My unused muscles are waking up and I feel excited now I realize it is possible for me to return to my pre-diagnosis fitness levels and activities. (Both BCC) The physicality of the experience of cancer and its treatment can act as a spur to people who wish to reassert control over their bodies and bring their body back into a positive relationship with health and fitness. Sometimes this impetus can provoke an almost super-human response on the part of the person with breast cancer:I had been attending Body Pump 2 or 3 times a week for 10 years prior to my diagnosis and made casual aquaintences with other regular attendees. […] I returned to the classes myself while still on chemo, I was having a weekly light dose for 3 months so felt OK. While my energy levels were a bit low I managed to do about 75% of the class with light weights and just stopped when I became tired. The instructor and other class members were so supportive. It helped me to feel like I was getting back to normal just being able to participate in the classes. (BCC)On occasions, BCC members will post in a way that invites support from those who have developed successful strategies or responses to similar challenges. Here the mind is sometimes seen as determining the response of the body: [I’m] finding it hard to get motivated enough to go out. This is made worse because I have put on lots of weight and am so unfit compared to my pre-cancer body. So doing exercise just isn't as much fun anymore. Hopefully it will get better. (BCC)When a person with a breast cancer diagnosis seeks strategies to move beyond a place in which they feel stuck, it is often through harnessing a sensory image. The means of moving through a challenge, or towards an acceptable new normal, might be via the use of senses, simulation and experiential movement: I feel like I'd like to have someone gently hold my hand and lead me to do all the cardio, exercises and stretching. Having been through so much I feel like being nurtured but instead I have to be strict and a bit tough to take steps to go forward. […] Often I pop outside and if the sky is clear and it's not too cold I walk around the block. (BCC)Communication and the BodyWhat is clear from these communications between members is that an experience of breast cancer can trigger particular responses associated with physical embodiment. Even as the person with a new diagnosis of breast cancer tries to rationalise the diagnosis, the treatment and the prognosis, so they are assaulted by a range of highly physical sensations, from feeling sick, to feeling crushed, to feeling as if even the certainties of gravity have been challenged by this embodiment of change (Walker, Plant, Hopkins). For those working through their response, initial analysis of the data from the disembodied BCC community indicates that accommodating the post-cancer self often takes a physical form, an acceptance of the revised self and its engagement in sensory and simulated ways with the wider world. For example it is often aspects of the post-surgery body that BCC members use to highlight the possibility of a lighter, more humorous, response to the challenges of their experience:haha XX [friend who has had a breast cancer diagnosis] and [I] still go to lift the boob when washing in the shower haha.a friend of mine had [a] double reconstruction a few years back and needed ‘replacement nipples’ that were imported from the US - we all laughed when she announced they have arrived in the post for her! (Both BCC)In terms of the research question, “What embodied knowledge about breast cancer can be shared in the disembodied realm of an online support community?”, the data presented indicates that experience of the life-changing disease of breast cancer can trigger a new appreciation of the physicality of the human condition. This can be shared with others in a similar situation, seeking confirmation of shared experience. The disembodied community allows the member-self to move from the cognitive realm into an experiential one. It foregrounds the strangeness of the revised body through temporary but highly visible indicators, such as the loss of hair following chemotherapy, and permanent but less visible changes, such as the removal of a breast. It allows these changes to be recontextuatlised as the new normal, and provides a safe space in which to explore and imagine further responses to these embodied challenges such as whether to use a prosthesis, or to embark upon a reconstruction. The physically disembodied community of the BCC may constitute a lived space where the daily experience of breast cancer is addressed; “simultaneously part of bodily forms and their social constructions” (Moss and Dyck 49).This initial analysis of BCC community posts indicates that one way through the maelstrom of diagnosis, treatment and living with an altered body is a renewed focus upon experiential data and the sensory life. Simulation is often used and described as a means of coming to terms with the new normal. Theoretical discussions around embodied knowledge, may yet prove to have practical outcomes by contributing to a composite and shared understanding of the disease and in supporting people whose lives have triggered a radical re-appraisal of what it is to be an embodied being.AcknowledgementsThe research project upon which this paper is based is funded jointly by Breast Cancer Care WA and the Australian Research Council with in-kind contributions from Edith Cowan University and utilizes a social network site linked to Breast Cancer Care WA and Steel Blue’s Purple Boot Brigade.References Bonniface, Leesa, Lelia Green, and Maurice Swanson. “Affect and an Effective Online Therapeutic Community.” M/C Journal 8.6 (2005). 14 Aug. 2012 ‹http://journal.media-culture.org.au/0512/05-bonnifacegreenswanson.php›.Hopkins, Lekkie. “Bad News: A Narrative Account of the Subjective Experience of Mastectomy.” Health Sociology Review 12 (2003): 129-136.Kozinets, Robert. Netnography: Doing Ethnographic Research Online. Thousand Oaks, CA: Sage, 2010.Moss, Pamela, and Isabel Dyck. Women, Body, Illness: Space and Identity in the Everyday Lives of Women with Chronic Illness. Lanham, MA: Rowman & Littlefield, 2002.Plant, Jane. Your Life in Your Hands: Understand, Prevent and Overcome Breast Cancer and Ovarian Cancer. 4th ed. London: Virgin Books, 2007.Polanyi, Michael. “Knowing and Being.” Mind (New Series), 70.280 (1961): 458-470.Strauss, Anselm, and Juliet Corbin. Basics of Qualitative Research: Techniques for Developing Grounded Theory. Thousand Oaks, CA: Sage, 1998.Thomas-McLean, Roanne. "Memories of Treatment: the Immediacy of Breast Cancer." Qualitative Health Research 14 (2004): 628-643.---. Beyond Dichotomies of Health and Illness: Life after Breast Cancer. Nursing Inquiry 12 (2005): 200-209.Rich, Adrienne. Of Woman Born: Motherhood as Experience and Institution. London: Virago, 1992.Walker, Brenda. Reading by Moonlight: How Books Saved a Life. Melbourne: Penguin Australia, 2010.

The difficulty of reading Allen Ginsberg's poetry is a recurring theme in criticism of his work and that of other post-WWII "Beat Generation" writers. "Even when a concerted effort is made to illuminate [Beat] literature," laments Nancy M. Grace, "doing so is difficult: the romance of the Beat life threatens to subsume the project" (812). Of course, the Beat life is romantic to the extent that it is romantically regaled. Continual romantic portrayals, such as that of Ginsberg in the recent movie Howl (2010), rekindle the Beat romance for new audiences with chicken-and-egg circularity. I explore this difficulty of reading Ginsberg that Grace and other critics identify by articulating it with respect to "Kaddish"—"Ginsberg's most highly praised and his least typical poem" (Perloff 213)—as a difficulty of interpreting Ginsberg suspiciously. Philosopher Paul Ricoeur's theories of interpretation—or "hermeneutics"—provide the theoretical foundation here. Ricoeur distinguishes between a romantic or "restorative" mode of interpretation, where meaning is reverently reconciled to a text assumed to be trustworthy, and a "suspicious" approach, where meaning is aggressively extrapolated from a text held as unreliable. In order to bring these theories to bear on "Kaddish" and its criticism, I draw on Rita Felski's pioneering work in relating Ricoeur's concept of "suspicious reading" to the field of literature. Is it possible to read "Kaddish" suspiciously? Or is there nothing left for suspicious readers to expose in texts such as "Kaddish" that are already self-exposing? In "Kaddish," Ginsberg tells the story of his mother Naomi Ginsberg, a Russian Jewish immigrant, who died in a mental hospital in 1956. It is a lengthy prose poem and spans a remarkable 19 pages in Ginsberg's Collected Poems (1984). In the words of Maeera Y. Shreiber, "Kaddish" "is a massive achievement, comprised of five numbered parts, and an interpellated 'Hymmnn' between parts two and three" (84). I focus on the second narrative part, which forms the bulk of the poem, where the speaker—I shall refer to him henceforth as "Allen" in order to differentiate between Ginsberg's poetic self-representation and Ginsberg-the-author—recounts the nervous breakdowns and hospital movements of his mother, whom he calls by her first name, Naomi. I begin by illustrating the ways in which Allen focalises Naomi in the text, and suggest that his attempts to "read" her suspicious mind alternate between restorative and suspicious impulses. I then take up the issue of reading "Kaddish" suspiciously. Acknowledging Ricoeur's assertion that psychoanalysis is an unequivocal "school of suspicion" (32), I consider James Breslin's psychoanalytic criticism on "Kaddish," in particular, his reading of what is easily the most contentious passage in the poem: the scene where Naomi solicits Allen for sex. I regard this passage as a microcosm of the issues that beset a suspicious reading of "Kaddish"—such as the problem posed by the self-exposing poem and poet—and I find that Breslin's response to it raises interesting questions on the politics of psychoanalysis and the nature of suspicious interpretation. Finally, I identify an unpublished thesis on Ginsberg's poetry by Sarah Macfarlane and classify her interpretation of "Kaddish" as unambiguously suspicious. My purpose is not to advance my own suspicious reading of "Kaddish" but to highlight the difficulties of reading "Kaddish" suspiciously. I argue that while it is difficult to read "Kaddish" suspiciously, to do so offers a fruitful counterbalance to the dominant restorative criticism on the poem. There are as yet unexplored hermeneutical territories in and around this poem, indeed in and around Ginsberg's work in general, which have radical implications for the future direction of Beat studies. Picking her tooth with her nail, lips formed an O, suspicion—thought's old worn vagina— (Ginsberg, "Kaddish" 218)Ginsberg constructs Naomi's suspicion in "Kaddish" via Allen's communication of her visions and descriptions of her behaviour. Allen relates, for example, that Naomi once suspected that Hitler was "in her room" and that "she saw his mustache in the sink" ("Kaddish" 220). Subsequently, Allen depicts Naomi "listening to the radio for spies—or searching the windowsill," and, in an attempt to "read" her suspicious mind, suggests that she envisages "an old man creep[ing] with his bag stuffing packages of garbage in his hanging black overcoat" ("Kaddish" 220). Allen's gaze thus filters Naomi's; he watches her as she watches for spies, and he animates her visions. He recalls as a child "watching over" Naomi in order to anticipate her "next move" ("Kaddish" 212). On one fateful day, Naomi "stared out the window on the Broadway Church corner"; Allen interprets that she "spied a mystical assassin from Newark" ("Kaddish" 212). He likewise observes and interprets Naomi's body language and facial expressions. When she "covered [her] nose with [a] motheaten fur collar" and "shuddered at [the] face" of a bus driver, he deduces that, for Naomi, the collar must have been a "gas mask against poison" and the driver "a member of the gang" ("Kaddish" 212). On the one hand, Allen's impetus to recover "the lost Naomi" ("Kaddish" 216)—first lost to mental illness and then to death—may be likened to Ricoeur's concept of a restorative hermeneutic, "which is driven by a sense of reverence and goes deeper into the text in search of revelation" (Felski 216). As if Naomi's mind constitutes a text, Allen strives to reveal it in order to make it intelligible. What drives him is the cathartic impulse to revivify his mother's memory, to rebuild her story, and to exalt her as "magnificent" and "mourned no more" ("Kaddish" 212), so that he may mourn no more. Like a restorative reader "driven by a sense of reverence" (Felski 216), he lauds Naomi as the "glorious muse that bore [him] from the womb [...] from whose pained head [he] first took Vision" ("Kaddish" 223). Critics of "Kaddish" also observe the poem's restorative impulse. In "Strange Prophecies Anew," Tony Trigilio reads the recovery of Naomi as "the recovery of a female principle of divinity" (773). Diverging from Ginsberg's earlier poem "Howl" (1956), which "represses signs of women in order to forge male prophetic comradeship," "Kaddish" "constructs maternity as a source of vision, an influence that precedes and sustains prophetic language. In 'Kaddish', Ginsberg attempts to recover the voice of his mother Naomi, which is muted in 'Howl'" (776). Shreiber also acknowledges Ginsberg's redemption of "the feminine, figured specifically as the lost mother," but for her it "is central to both of the long poems that make his reputation," namely "Kaddish" and "Howl" (81). She cites Ginsberg's retrospective confession that "Howl" was actually about Naomi to argue that, "it is in the course of writing 'Howl' that Ginsberg discovers his obligation to the elided (Jewish) mother—whose restoration is the central project of 'Kaddish'" (81). On the other hand, Allen's compulsion to "cut through" to Naomi, to talk to her as he "didn't when [she] had a mouth" ("Kaddish" 211), suggests the brutality of a suspicious hermeneutic where meanings "must be wrestled rather than gleaned from the page, derived not from what the text says, but in spite of what it says" (Felski 223). When Naomi was alive and "had a mouth," Allen aggressively "pushed her against the door and shouted 'DON'T KICK ELANOR!'" in spite of her message: "Elanor is the worst spy! She's taking orders!" ("Kaddish" 221). As a suspicious reader wrestles with a resistant text, Allen wrestles with Naomi, "yelling at her" in exasperation, and even "banging against her head which saw Radios, Sticks, Hitlers—the whole gamut of Hallucinations—for real—her own universe" ("Kaddish" 221).Allen may be also seen as approaching Naomi with a suspicious reader's "adversarial sensibility to probe for concealed, repressed, or disavowed meanings" (Felski 216). This is most visible in his facetiously professed "good idea to try [to] know the Monster of the Beginning Womb"—to penetrate Naomi's body in order to access her mind "that way" ("Kaddish" 219). Accordingly, in his psychoanalytic reading of "Kaddish," James Breslin understands Allen's "incestuous desires as expressing [his] wish to get inside his mother and see things as she does" (424). Breslin's interpretation invokes the Freudian concept of "epistemophilia," which Bran Nicol defines as the "desire to know" (48).Freud is one of "three masters" of suspicion according to Ricoeur (32). Freud, Nietzsche, and Marx "present the most radically contrary stance to the phenomenology of the sacred and to any hermeneutics understood as the recollection of meaning" (Ricoeur 35). They "begin with suspicion concerning the illusions of consciousness, and then proceed to employ the stratagem of deciphering" (Ricoeur 34). Freud deciphers the language of the conscious mind in order to access the "unconscious"—that "part of the mind beyond consciousness which nevertheless has a strong influence upon our actions" (Barry 96). Like their therapeutic counterparts, psychoanalytic critics distinguish "between the conscious and the unconscious mind," associating a text's "'overt' content with the former" and "'covert' content with the latter, privileging the latter as being what the work is 'really' about" (Barry 105). In seeking to expose a text's unconscious, they subscribe to a hermeneutic of suspicion's "conviction that appearances are deceptive, that texts do not gracefully relinquish their meanings" (Felski 216). To force texts to relinquish their meanings suspicious readers bear "distance rather than closeness; guardedness rather than openness; aggression rather than submission; superiority rather than reverence; attentiveness rather than distraction; exposure rather than tact" (Felski 222).For the most part, these qualities fail to characterise Breslin's psychoanalytic criticism on "Kaddish" and "Howl." Far from aggressive or superior, Breslin is a highly sympathetic reader of Ginsberg. "Many readers," he complains, are "still not sympathetic to the kind [sic] of form found in these poems" (403). His words echo Trigilio's endorsement of Marjorie Perloff's opinion that critics are too often "unwilling to engage the experimental scope of Ginsberg's poems" (Trigilio 774). Sympathetic reading, however, clashes with suspicious reading, which "involves a sense of vigilant preparedness for attack" (Shand in Felski 220). Breslin is sympathetic not only to the experimental forms of "Kaddish" and "Howl," but also to their attestation to "deep, long-standing private conflicts in Ginsberg—conflicts that ultimately stem from his ambivalent attachment to his mother" (403). In "Kaddish," Allen's ambivalent feelings toward his mother are conspicuous in his revolted and revolting reaction to her exposed body, combined with his blasé deliberation on whether to respond to her apparent sexual provocation: One time I thought she was trying to make me come lay her—flirting to herself at sink—lay back on huge bed that filled most of the room, dress up round her hips, big slash of hair, scars of operations, pancreas, belly wounds, abortions, appendix, stitching of incisions pulling down in the fat like hideous thick zippers—ragged long lips between her legs—What, even, smell of asshole? I was cold—later revolted a little, not much—seemed perhaps a good idea to try—know the Monster of the Beginning Womb—Perhaps—that way. Would she care? She needs a lover. ("Kaddish" 219)In "Confessing the Body," Elizabeth Gregory observes that "Naomi's ordinary body becomes monstrous in this description—not only in its details but in the undiscriminating desire her son attributes to it ('Would she care?')" (47). In exposing Naomi thus, Allen also exposes himself and his own indiscriminate sexual responsiveness. Such textual exposés pose challenges for those who would practice a hermeneutic of suspicion by "reading texts against the grain to expose their repressed or hidden meanings" (Felski 215). It appears that there is little that is hidden or repressed in "Kaddish" for a suspicious reader to expose. As Perloff notes, "the Ginsberg of 'Kaddish' is writing somewhat against the grain" (213). In writing against the grain, Ginsberg inhibits reading against the grain. A hermeneutic of suspicion holds "that manifest content shrouds darker, more unpalatable truths" (Felski 216). "Kaddish," however, parades its unpalatable truths. Although Ginsberg as a Beat poet is not technically included among the group of poets known as the "confessionals," "Kaddish" is typical of a "confessional poem" in that it "dwells on experiences generally prohibited expression by social convention: mental illness, intra-familial conflicts and resentments, childhood traumas, sexual transgressions and intimate feelings about one's body" (Gregory 34). There is a sense in which "we do not need to be suspicious" of such subversive texts because they are "already doing the work of suspicion for us" (Felski 217). It is also difficult to read "Kaddish" suspiciously because it presents itself as an autobiographical history of Ginsberg's relationship with his mother. "Kaddish" once again accords with Gregory's definition of "confessional poetry" as that which "draws on the poet's autobiography and is usually set in the first person. It makes a claim to forego personae and to represent an account of the poet's own feelings and circumstances" (34). These defining features of "Kaddish" make it not particularly conducive to a "suspicious hermeneutic [that] often professes a lack of interest in the category of authorship as a means of explaining the ideological workings of texts" (Felski 222). It requires considerable effort to distinguish Allen, speaker and character in "Kaddish," from Ginsberg, celebrity Beat poet and author of "Kaddish," and to suspend knowledge of Ginsberg's public-private life in order to pry ideologies from the text. This difficulty of resisting biographical interpretation of "Kaddish" translates to a difficulty of reading the poem suspiciously. In his psychoanalytic reading, Breslin's lack of suspicion for the poem's confession of autobiography dilutes his practice of an inherently suspicious mode of interpretation—that of psychoanalysis. His psychoanalysis of Ginsberg shows that he trusts "Kaddish" to confess its author's intimate feelings—"'It's my fault,' he must have felt, 'if I had loved my mother more, this wouldn't have happened to her—and to me'" (Breslin 422)—whereas a hermeneutic of suspicion "adopts a distrustful attitude toward texts" (Felski 216). That said, Breslin's differentiation between the conscious and unconscious, or surface and underlying levels of meaning in "Kaddish" is more clearly characteristic of a hermeneutic of suspicion's theory that texts withhold "meanings or implications that are not intended and that remain inaccessible to their authors as well as to ordinary readers" (Felski 216). Hence, Breslin speculates that, "on an unconscious level the writing of the poem may have been an act of private communication between the poet" and his mother (430). His response to the previously quoted passage of the poem suggests that while a cursory glance will restore its conscious meaning, a more attentive or suspicious gaze will uncover its unconscious: At first glance this passage seems a daring revelation of an incest wish and a shockingly realistic description of the mother's body. But what we really see here is how one post-Freudian writer, pretending to be open and at ease about incestuous desire, affects sophisticated awareness as a defense [sic] against intense longings and anxieties. The lines are charged with feelings that the poet, far from "confessing out," appears eager to deny. (Breslin 422; my emphasis)Breslin's temporary suspicious gaze in an otherwise trusting and sympathetic reading accuses the poet of revealing incestuous desire paradoxically in order to conceal incestuous desire. It exposes the exposé as an ironic guise, an attempt at subterfuge that the poet fails to conceal from the suspicious reader, evoking a hermeneutic of suspicion's conviction that in spite of itself "the text is not fully in control of its own discourse" (Felski 223). Breslin's view of Ginsberg's denial through the veil of his confession illuminates two possible ways of sustaining a suspicious reading of "Kaddish." One is to distrust its claim to confess Ginsberg, to recognise that "confession's reality claim is an extremely artful manipulation of the materials of poetry, not a departure from them" (Gregory 34). It is worth mentioning that in response to his interviewer's perception of the "absolute honesty" in his poem "Ego Confession," Ginsberg commented: "they're all poems, ultimately" (Spontaneous 404–05). Another way is to resist the double seduction operative in the text: Naomi's attempted seduction of Allen, and, in narrating it, Allen's attempted seduction of the psychoanalytic critic.Sarah Macfarlane's effort to unmask the gender politics that psychoanalytic critics arguably protect characterises her "socio-cultural analysis" (5) of "Kaddish" as unmistakably suspicious. While psychoanalytic critics "identify a 'psychic' context for the literary work, at the expense of social or historical context" (Barry 105), Macfarlane in her thesis "Masculinity and the Politics of Gender Construction in Allen Ginsberg" locates Allen's "perception of Naomi as the 'Monster of the Beginning Womb'" in the social and historical context of the 1950s "concept of the overbearing, dominating wife and mother who, although confined to the domestic space, looms large and threatening within that space" (48). In so doing, she draws attention to the Cold War discourse of "momism," which "envisioned American society as a matriarchy in which dominant mothers disrupted the Oedipal structure of the middle-class nuclear family" (Macfarlane 33). In other words, momism engaged Freudian explanations of male homosexuality as arising from a son's failure to resolve unconscious sexual desire for his mother, and blamed mothers for this failure and its socio-political ramifications, which, via the Cold War cultural association of homosexuality with communism, included "the weakening of masculine resolve against Communism" (Edelman 567). Since psychoanalysis effectively colludes with momism, psychoanalytic criticism on "Kaddish" is unable to expose its perpetuation in the poem. Macfarlane's suspicious reading of "Kaddish" as perpetuating momism radically departs from the dominant restorative criticism on the poem. Trigilio, for example, argues that "Kaddish" revises the Cold War "discourse of containment—'momism'—in which the exposure of communists was equated to the exposure of homosexuals" (781). "Kaddish," he claims, (which exposes both Allen's homosexuality and Naomi's communism), "does not portray internal collapse—as nationalist equations of homosexual and communist 'threats' would predict—but instead produces […] a 'Blessed' poet who 'builds Heaven in Darkness'" (782). Nonetheless, this blessed poet wails, "I am unmarried, I'm hymnless, I'm Heavenless" ("Kaddish" 212), and confesses his homosexuality as an overwhelming burden: "a mortal avalanche, whole mountains of homosexuality, Matterhorns of cock, Grand Canyons of asshole—weight on my melancholy head"("Kaddish" 214). In "Confessing the Body," Gregory asks whether confessional poetry "disclose[s] secrets in order to repent of them, thus reinforcing the initial negative judgement that kept them secret," or "to decathect that judgement" (35). While Allen's confession of homosexuality exudes exhilaration and depression, not guilt—Ginsberg critic Anne Hartman is surely right that "in the context of [the 1950s] public rituals of confession and repentance engendered by McCarthyism, […] poetic confession would carry a very different set of implications for a gay poet" (47)—it is pertinent to question his confession of Naomi. Does he expose Naomi in order to applaud or condemn her maternal transgressions? According to the logic of the Cold War "urge to unveil, [which] produces greater containment" (Trigilio 794), Allen's unveiling of Naomi veils his desire to contain her, unable as she is "to be contained within the 1950's [sic] domestic ideal of womanhood" (Macfarlane 44). "Ginsberg has become such a public issue that it's difficult now to read him naturally; you ask yourself after every line, am I for him or against him. And by and large that's the criticism he has gotten—votes on a public issue. (I see this has been one of those reviews.)" (Shapiro 90). Harvey Shapiro's review of Kaddish and Other Poems (1961) in which "Kaddish" first appeared illuminates the polarising effect of Ginsberg's celebrity on interpretations of his poetry. While sympathetic readings and romantic portrayals are themselves reactions to the "hostility to Ginsberg" that prevails (Perloff 223), often they do not sprout the intellectual vigour and fresh perspectives that a hermeneutic of suspicion has the capacity to sow. Yet it is difficult to read confessional texts such as "Kaddish" suspiciously; they appear to expose themselves without need of a suspicious reader. Readers of "Kaddish" such as Breslin are seduced into sympathetic biographical-psychoanalytical interpretations due to the poem's purported confession of Ginsberg's autobiography. As John Osborne argues, "the canon of Beat literature has been falsely founded on biographical rather than literary criteria" (4). The result is that "we are for the immediate future obliged to adopt adversarial reading strategies if we are to avoid entrenching an already stale orthodoxy" (Osborne 4). Macfarlane obliges in her thesis; she succeeds in reading "Kaddish" suspiciously by resisting its self-inscribed psychoanalysis to expose the gender politics of Allen's exposés. While Allen's confession of his homosexuality suggests that "Kaddish" subverts a heterosexist model of masculinity, a suspicious reading of his exposure of Naomi's maternal transgressions suggests that the poem contributes to momism and perpetuates a sexist model of femininity. Even so, a suspicious reading of a text such as "Kaddish" "contains a tacit tribute to its object, an admission that it contains more than meets the eye" (Felski 230). Ginsberg's own prophetic words bespeak as much:The worst I fear, considering the shallowness of opinion, is that some of the poetry and prose may be taken too familiarly, […] and be given the same shallow treatment, this time sympathetic, as, until recently, they were given shallow unsympathy. That would be the very we of fame. (Ginsberg, Deliberate 252)ReferencesBarry, Peter. Beginning Theory: An Introduction to Literary and Cultural Theory. 2nd ed. Manchester: Manchester UP, 2002. Breslin, James. "The Origins of 'Howl' and 'Kaddish.'" On the Poetry of Allen Ginsberg. Ed. Lewis Hyde. Ann Arbor: U of Michigan P, 1984. 401–33.Edelman, Lee. "Tearooms and Sympathy, or, The Epistemology of the Water Closet." The Lesbian and Gay Studies Reader. Ed. Henry Abelove, Michèle Aina Barale, and David M. Halperin. New York: Routledge, 1993. 553–74.Felski, Rita. "Suspicious Minds." Poetics Today 32.2 (2011): 215–34. Ginsberg, Allen. Deliberate Prose: Selected Essays 1952-1995. Ed. Bill Morgan. London: Penguin, 2000.---. "Kaddish." Collected Poems 1947–1980. New York: Harper and Row, 1984. 209–27. ---. Spontaneous Mind: Selected Interviews 1958–1996. Ed. David Carter. New York: Harper Collins, 2001. Grace, Nancy M. "Seeking the Spirit of Beat: The Call for Interdisciplinary Scholarship." Rev. of Kerouac, the Word and the Way: Prose Artist as Spiritual Quester, by Ben Giamo, and The Bop Apocalypse: The Religious Visions of Kerouac, Ginsberg, and Burroughs, by John Lardas. Contemporary Literature 43.4 (2002): 811–21.Gregory, Elizabeth. "Confessing the Body: Plath, Sexton, Berryman, Lowell, Ginsberg and the Gendered Poetics of the 'Real.'" Modern Confessional Writing: New Critical Essays. Ed. Jo Gill. London: Routledge, 2006. 22–49. Hartman, Anne. "Confessional Counterpublics in Frank O'Hara and Allen Ginsberg." Journal of Modern Literature 28.4 (2005): 40–56. Howl. Dir. Rob Epstein and Jeffrey Friedman. Perf. James Franco. Oscilloscope Pictures, 2010.Macfarlane, Sarah. "Masculinity and the Politics of Gender Construction in Allen Ginsberg." MA thesis. Brown U, 1999.Nicol, Bran. "Reading Paranoia: Paranoia, Epistemophilia and the Postmodern Crisis of Interpretation." Literature and Psychology 45.1/2 (1999): 44–62.Osborne, John. "The Beats." A Companion to Twentieth Century Poetry. Blackwell Reference Online. Ed. Neil Roberts. 2003. 16 Oct. 2011 ‹http://www.blackwellreference.com/subscriber/uid=1205/tocnode?id=g9781405113618_chunk_g978140511361815&authstatuscode=202›.Perloff, Marjorie. "A Lion in Our Living Room: Reading Allen Ginsberg in the Eighties." Poetic License: Essays on Modernist and Postmodernist Lyric. Evanston: Northwestern UP, 1990. 199–230.Ricoeur, Paul. Freud and Philosophy: An Essay on Interpretation. Trans. Denis Savage. New Haven: Yale UP, 1970. Shapiro, Harvey. "Exalted Lament." Rev. of Kaddish and Other Poems 1958-1960, by Allen Ginsberg. On the Poetry of Allen Ginsberg. Ed. Lewis Hyde. Ann Arbor: U of Michigan P, 1984. 86–91. Shreiber, Maeera Y. "'You Still Haven't Finished with Your Mother': The Gendered Poetics of Charles Reznikoff and Allen Ginsberg." Singing in a Strange Land: A Jewish American Poetics. Stanford: Stanford UP, 2007. 46–97.Trigilio, Tony. "'Strange Prophecies Anew': Rethinking the Politics of Matter and Spirit in Ginsberg's Kaddish." American Literature 71.4 (1999): 773–95.

Introduction This paper offers a survey of familiar popular music performers and songwriters who reference coffee in their work. It examines three areas of discourse: the psychoactive effects of caffeine, coffee and courtship rituals, and the politics of coffee consumption. I claim that coffee carries a cultural and musicological significance comparable to that of the chemical stimulants and consumer goods more readily associated with popular music. Songs about coffee may not be as potent as those featuring drugs and alcohol (Primack; Schapiro), or as common as those referencing commodities like clothes and cars (Englis; McCracken), but they do feature across a wide range of genres, some of which enjoy archetypal associations with this beverage. m.o.m.m.y. Needs c.o.f.f.e.e.: The Psychoactive Effect of Coffee The act of performing and listening to popular music involves psychological elements comparable to the overwhelming sensory experience of drug taking: altered perceptions, repetitive grooves, improvisation, self-expression, and psychological empathy—such as that between musician and audience (Curry). Most popular music genres are, as a result, culturally and sociologically identified with the consumption of at least one mind-altering substance (Lyttle; Primack; Schapiro). While the analysis of lyrics referring to this theme has hitherto focused on illegal drugs and alcoholic beverages (Cooper), coffee and its psychoactive ingredient caffeine have been almost entirely overlooked (Summer). The most recent study of drugs in popular music, for example, defined substance use as “tobacco, alcohol, marijuana, cocaine and other stimulants, heroin and other opiates, hallucinogens, inhalants, prescription drugs, over-the-counter drugs, and nonspecific substances” (Primack 172), thereby ignoring a chemical stimulant consumed by 90 per cent of adult Americans every day (Lovett). The wide availability of coffee and the comparatively mild effect of caffeine means that its consumption rarely causes harm. One researcher has described it as a ubiquitous and unobtrusive “generalised public activity […] ‘invisible’ to analysts seeking distinctive social events” (Cooper 92). Coffee may provide only a relatively mild “buzz”—but it is now accepted that caffeine is an addictive substance (Juliano) and, due to its universal legality, coffee is also the world’s most extensively traded and enthusiastically consumed psychoactive consumer product (Juliano 1). The musical genre of jazz has a longstanding relationship with marijuana and narcotics (Curry; Singer; Tolson; Winick). Unsurprisingly, given its Round Midnight connotations, jazz standards also celebrate the restorative impact of coffee. Exemplary compositions include Burke/Webster’s insomniac torch song Black Coffee, which provided hits for Sarah Vaughan (1949), Ella Fitzgerald (1953), and Peggy Lee (1960); and Frank Sinatra’s recordings of Hilliard/Dick’s The Coffee Song (1946, 1960), which satirised the coffee surplus in Brazil at a time when this nation enjoyed a near monopoly on production. Sinatra joked that this ubiquitous drink was that country’s only means of liquid refreshment, in a refrain that has since become a headline writer’s phrasal template: “There’s an Awful Lot of Coffee in Vietnam,” “An Awful Lot of Coffee in the Bin,” and “There’s an Awful Lot of Taxes in Brazil.” Ethnographer Aaron Fox has shown how country music gives expression to the lived social experience of blue-collar and agrarian workers (Real 29). Coffee’s role in energising working class America (Cooper) is featured in such recordings as Dolly Parton’s Nine To Five (1980), which describes her morning routine using a memorable “kitchen/cup of ambition” rhyme, and Don't Forget the Coffee Billy Joe (1973) by Tom T. Hall which laments the hardship of unemployment, hunger, cold, and lack of healthcare. Country music’s “tired truck driver” is the most enduring blue-collar trope celebrating coffee’s analeptic powers. Versions include Truck Drivin' Man by Buck Owens (1964), host of the country TV show Hee Haw and pioneer of the Bakersfield sound, and Driving My Life Away from pop-country crossover star Eddie Rabbitt (1980). Both feature characteristically gendered stereotypes of male truck drivers pushing on through the night with the help of a truck stop waitress who has fuelled them with caffeine. Johnny Cash’s A Cup of Coffee (1966), recorded at the nadir of his addiction to pills and alcohol, has an incoherent improvised lyric on this subject; while Jerry Reed even prescribed amphetamines to keep drivers awake in Caffein [sic], Nicotine, Benzedrine (And Wish Me Luck) (1980). Doye O’Dell’s Diesel Smoke, Dangerous Curves (1952) is the archetypal “truck drivin’ country” song and the most exciting track of its type. It subsequently became a hit for the doyen of the subgenre, Red Simpson (1966). An exhausted driver, having spent the night with a woman whose name he cannot now recall, is fighting fatigue and wrestling his hot-rod low-loader around hairpin mountain curves in an attempt to rendezvous with a pretty truck stop waitress. The song’s palpable energy comes from its frenetic guitar picking and the danger implicit in trailing a heavy load downhill while falling asleep at the wheel. Tommy Faile’s Phantom 309, a hit for Red Sovine (1967) that was later covered by Tom Waits (Big Joe and the Phantom 309, 1975), elevates the “tired truck driver” narrative to gothic literary form. Reflecting country music’s moral code of citizenship and its culture of performative storytelling (Fox, Real 23), it tells of a drenched and exhausted young hitchhiker picked up by Big Joe—the driver of a handsome eighteen-wheeler. On arriving at a truck stop, Joe drops the traveller off, giving him money for a restorative coffee. The diner falls silent as the hitchhiker orders up his “cup of mud”. Big Joe, it transpires, is a phantom trucker. After running off the road to avoid a school bus, his distinctive ghost rig now only reappears to rescue stranded travellers. Punk rock, a genre closely associated with recreational amphetamines (McNeil 76, 87), also features a number of caffeine-as-stimulant songs. Californian punk band, Descendents, identified caffeine as their drug of choice in two 1996 releases, Coffee Mug and Kids on Coffee. These songs describe chugging the drink with much the same relish and energy that others might pull at the neck of a beer bottle, and vividly compare the effects of the drug to the intense rush of speed. The host of “New Music News” (a segment of MTV’s 120 Minutes) references this correlation in 1986 while introducing the band’s video—in which they literally bounce off the walls: “You know, while everybody is cracking down on crack, what about that most respectable of toxic substances or stimulants, the good old cup of coffee? That is the preferred high, actually, of California’s own Descendents—it is also the subject of their brand new video” (“New Music News”). Descendents’s Sessions EP (1997) featured an overflowing cup of coffee on the sleeve, while punk’s caffeine-as-amphetamine trope is also promulgated by Hellbender (Caffeinated 1996), Lagwagon (Mr. Coffee 1997), and Regatta 69 (Addicted to Coffee 2005). Coffee in the Morning and Kisses in the Night: Coffee and Courtship Coffee as romantic metaphor in song corroborates the findings of early researchers who examined courtship rituals in popular music. Donald Horton’s 1957 study found that hit songs codified the socially constructed self-image and limited life expectations of young people during the 1950s by depicting conservative, idealised, and traditional relationship scenarios. He summarised these as initial courtship, honeymoon period, uncertainty, and parting (570-4). Eleven years after this landmark analysis, James Carey replicated Horton’s method. His results revealed that pop lyrics had become more realistic and less bound by convention during the 1960s. They incorporated a wider variety of discourse including the temporariness of romantic commitment, the importance of individual autonomy in relationships, more liberal attitudes, and increasingly unconventional courtship behaviours (725). Socially conservative coffee songs include Coffee in the Morning and Kisses in the Night by The Boswell Sisters (1933) in which the protagonist swears fidelity to her partner on condition that this desire is expressed strictly in the appropriate social context of marriage. It encapsulates the restrictions Horton identified on courtship discourse in popular song prior to the arrival of rock and roll. The Henderson/DeSylva/Brown composition You're the Cream in My Coffee, recorded by Annette Hanshaw (1928) and by Nat King Cole (1946), also celebrates the social ideal of monogamous devotion. The persistence of such idealised traditional themes continued into the 1960s. American pop singer Don Cherry had a hit with Then You Can Tell Me Goodbye (1962) that used coffee as a metaphor for undying and everlasting love. Otis Redding’s version of Butler/Thomas/Walker’s Cigarettes and Coffee (1966)—arguably soul music’s exemplary romantic coffee song—carries a similar message as a couple proclaim their devotion in a late night conversation over coffee. Like much of the Stax catalogue, Cigarettes and Coffee, has a distinctly “down home” feel and timbre. The lovers are simply content with each other; they don’t need “cream” or “sugar.” Horton found 1950s blues and R&B lyrics much more sexually explicit than pop songs (567). Dawson (1994) subsequently characterised black popular music as a distinct public sphere, and Squires (2002) argued that it displayed elements of what she defined as “enclave” and “counterpublic” traits. Lawson (2010) has argued that marginalised and/or subversive blues artists offered a form of countercultural resistance against prevailing social norms. Indeed, several blues and R&B coffee songs disregard established courtship ideals and associate the product with non-normative and even transgressive relationship circumstances—including infidelity, divorce, and domestic violence. Lightnin’ Hopkins’s Coffee Blues (1950) references child neglect and spousal abuse, while the narrative of Muddy Waters’s scorching Iodine in my Coffee (1952) tells of an attempted poisoning by his Waters’s partner. In 40 Cups of Coffee (1953) Ella Mae Morse is waiting for her husband to return home, fuelling her anger and anxiety with caffeine. This song does eventually comply with traditional courtship ideals: when her lover eventually returns home at five in the morning, he is greeted with a relieved kiss. In Keep That Coffee Hot (1955), Scatman Crothers supplies a counterpoint to Morse’s late-night-abandonment narrative, asking his partner to keep his favourite drink warm during his adulterous absence. Brook Benton’s Another Cup of Coffee (1964) expresses acute feelings of regret and loneliness after a failed relationship. More obliquely, in Coffee Blues (1966) Mississippi John Hurt sings affectionately about his favourite brand, a “lovin’ spoonful” of Maxwell House. In this, he bequeathed the moniker of folk-rock band The Lovin’ Spoonful, whose hits included Do You Believe in Magic (1965) and Summer in the City (1966). However, an alternative reading of Hurt’s lyric suggests that this particular phrase is a metaphorical device proclaiming the author’s sexual potency. Hurt’s “lovin’ spoonful” may actually be a portion of his seminal emission. In the 1950s, Horton identified country as particularly “doleful” (570), and coffee provides a common metaphor for failed romance in a genre dominated by “metanarratives of loss and desire” (Fox, Jukebox 54). Claude Gray’s I'll Have Another Cup of Coffee (Then I’ll Go) (1961) tells of a protagonist delivering child support payments according to his divorce lawyer’s instructions. The couple share late night coffee as their children sleep through the conversation. This song was subsequently recorded by seventeen-year-old Bob Marley (One Cup of Coffee, 1962) under the pseudonym Bobby Martell, a decade prior to his breakthrough as an international reggae star. Marley’s youngest son Damian has also performed the track while, interestingly in the context of this discussion, his older sibling Rohan co-founded Marley Coffee, an organic farm in the Jamaican Blue Mountains. Following Carey’s demonstration of mainstream pop’s increasingly realistic depiction of courtship behaviours during the 1960s, songwriters continued to draw on coffee as a metaphor for failed romance. In Carly Simon’s You’re So Vain (1972), she dreams of clouds in her coffee while contemplating an ostentatious ex-lover. Squeeze’s Black Coffee In Bed (1982) uses a coffee stain metaphor to describe the end of what appears to be yet another dead-end relationship for the protagonist. Sarah Harmer’s Coffee Stain (1998) expands on this device by reworking the familiar “lipstick on your collar” trope, while Sexsmith & Kerr’s duet Raindrops in my Coffee (2005) superimposes teardrops in coffee and raindrops on the pavement with compelling effect. Kate Bush’s Coffee Homeground (1978) provides the most extreme narrative of relationship breakdown: the true story of Cora Henrietta Crippin’s poisoning. Researchers who replicated Horton’s and Carey’s methodology in the late 1970s (Bridges; Denisoff) were surprised to find their results dominated by traditional courtship ideals. The new liberal values unearthed by Carey in the late 1960s simply failed to materialise in subsequent decades. In this context, it is interesting to observe how romantic coffee songs in contemporary soul and jazz continue to disavow the post-1960s trend towards realistic social narratives, adopting instead a conspicuously consumerist outlook accompanied by smooth musical timbres. This phenomenon possibly betrays the influence of contemporary coffee advertising. From the 1980s, television commercials have sought to establish coffee as a desirable high end product, enjoyed by bohemian lovers in a conspicuously up-market environment (Werder). All Saints’s Black Coffee (2000) and Lebrado’s Coffee (2006) identify strongly with the culture industry’s image of coffee as a luxurious beverage whose consumption signifies prominent social status. All Saints’s promotional video is set in a opulent location (although its visuals emphasise the lyric’s romantic disharmony), while Natalie Cole’s Coffee Time (2008) might have been itself written as a commercial. Busting Up a Starbucks: The Politics of Coffee Politics and coffee meet most palpably at the coffee shop. This conjunction has a well-documented history beginning with the establishment of coffee houses in Europe and the birth of the public sphere (Habermas; Love; Pincus). The first popular songs to reference coffee shops include Jaybird Coleman’s Coffee Grinder Blues (1930), which boasts of skills that precede the contemporary notion of a barista by four decades; and Let's Have Another Cup of Coffee (1932) from Irving Berlin’s depression-era musical Face The Music, where the protagonists decide to stay in a restaurant drinking coffee and eating pie until the economy improves. Coffee in a Cardboard Cup (1971) from the Broadway musical 70 Girls 70 is an unambiguous condemnation of consumerism, however, it was written, recorded and produced a generation before Starbucks’ aggressive expansion and rapid dominance of the coffee house market during the 1990s. The growth of this company caused significant criticism and protest against what seemed to be a ruthless homogenising force that sought to overwhelm local competition (Holt; Thomson). In response, Starbucks has sought to be defined as a more responsive and interactive brand that encourages “glocalisation” (de Larios; Thompson). Koller, however, has characterised glocalisation as the manipulative fabrication of an “imagined community”—whose heterogeneity is in fact maintained by the aesthetics and purchasing choices of consumers who make distinctive and conscious anti-brand statements (114). Neat Capitalism is a more useful concept here, one that intercedes between corporate ideology and postmodern cultural logic, where such notions as community relations and customer satisfaction are deliberately and perhaps somewhat cynically conflated with the goal of profit maximisation (Rojek). As the world’s largest chain of coffee houses with over 19,400 stores in March 2012 (Loxcel), Starbucks is an exemplar of this phenomenon. Their apparent commitment to environmental stewardship, community relations, and ethical sourcing is outlined in the company’s annual “Global Responsibility Report” (Vimac). It is also demonstrated in their engagement with charitable and environmental non-governmental organisations such as Fairtrade and Co-operative for Assistance and Relief Everywhere (CARE). By emphasising this, Starbucks are able to interpellate (that is, “call forth”, “summon”, or “hail” in Althusserian terms) those consumers who value environmental protection, social justice and ethical business practices (Rojek 117). Bob Dylan and Sheryl Crow provide interesting case studies of the persuasive cultural influence evoked by Neat Capitalism. Dylan’s 1962 song Talkin’ New York satirised his formative experiences as an impoverished performer in Greenwich Village’s coffee houses. In 1995, however, his decision to distribute the Bob Dylan: Live At The Gaslight 1962 CD exclusively via Starbucks generated significant media controversy. Prominent commentators expressed their disapproval (Wilson Harris) and HMV Canada withdrew Dylan’s product from their shelves (Lynskey). Despite this, the success of this and other projects resulted in the launch of Starbucks’s in-house record company, Hear Music, which released entirely new recordings from major artists such as Ray Charles, Paul McCartney, Joni Mitchell, Carly Simon and Elvis Costello—although the company has recently announced a restructuring of their involvement in this venture (O’Neil). Sheryl Crow disparaged her former life as a waitress in Coffee Shop (1995), a song recorded for her second album. “Yes, I was a waitress. I was a waitress not so long ago; then I won a Grammy” she affirmed in a YouTube clip of a live performance from the same year. More recently, however, Crow has become an avowed self-proclaimed “Starbucks groupie” (Tickle), releasing an Artist’s Choice (2003) compilation album exclusively via Hear Music and performing at the company’s 2010 Annual Shareholders’s Meeting. Songs voicing more unequivocal dissatisfaction with Starbucks’s particular variant of Neat Capitalism include Busting Up a Starbucks (Mike Doughty, 2005), and Starbucks Takes All My Money (KJ-52, 2008). The most successful of these is undoubtedly Ron Sexsmith’s Jazz at the Bookstore (2006). Sexsmith bemoans the irony of intense original blues artists such as Leadbelly being drowned out by the cacophony of coffee grinding machines while customers queue up to purchase expensive coffees whose names they can’t pronounce. In this, he juxtaposes the progressive patina of corporate culture against the circumstances of African-American labour conditions in the deep South, the shocking incongruity of which eventually cause the old bluesman to turn in his grave. Fredric Jameson may have good reason to lament the depthless a-historical pastiche of postmodern popular culture, but this is no “nostalgia film”: Sexsmith articulates an artfully framed set of subtle, sensitive, and carefully contextualised observations. Songs about coffee also intersect with politics via lyrics that play on the mid-brown colour of the beverage, by employing it as a metaphor for the sociological meta-narratives of acculturation and assimilation. First popularised in Israel Zangwill’s 1905 stage play, The Melting Pot, this term is more commonly associated with Americanisation rather than miscegenation in the United States—a nuanced distinction that British band Blue Mink failed to grasp with their memorable invocation of “coffee-coloured people” in Melting Pot (1969). Re-titled in the US as People Are Together (Mickey Murray, 1970) the song was considered too extreme for mainstream radio airplay (Thompson). Ike and Tina Turner’s Black Coffee (1972) provided a more accomplished articulation of coffee as a signifier of racial identity; first by associating it with the history of slavery and the post-Civil Rights discourse of African-American autonomy, then by celebrating its role as an energising force for African-American workers seeking economic self-determination. Anyone familiar with the re-casting of black popular music in an industry dominated by Caucasian interests and aesthetics (Cashmore; Garofalo) will be unsurprised to find British super-group Humble Pie’s (1973) version of this song more recognisable. Conclusion Coffee-flavoured popular songs celebrate the stimulant effects of caffeine, provide metaphors for courtship rituals, and offer critiques of Neat Capitalism. Harold Love and Guthrie Ramsey have each argued (from different perspectives) that the cultural micro-narratives of small social groups allow us to identify important “ethnographic truths” (Ramsey 22). Aesthetically satisfying and intellectually stimulating coffee songs are found where these micro-narratives intersect with the ethnographic truths of coffee culture. 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Introdução: O termo ageismo é definido como uma forma de intolerância relacionada com a idade por meio de estereótipos, ou seja, qualquer pessoa poderia ser alvo de discriminação pela idade que tem, sendo os idosos um dos grupos mais vulneráveis. Teoricamente qualquer pessoa pode ser atingida pelo ageísmo ao longo de sua vida, desde que viva o suficiente para envelhecer. Objetivos: O propósito desse trabalho foi apresentar o papel das Universidades no combate ao ageísmo. Métodos: Para a elaboração do presente trabalho as seguintes etapas foram percorridas: estabelecimento da hipótese e objetivos do estudo; estabelecimento de critérios de inclusão e exclusão de artigos (seleção da amostra). Formulou-se a seguinte questão: as Universidades contribuem para a redução do ageísmo? Os artigos foram selecionados utilizando a base de dados The National Library of Medicine, Washington DC (MEDLINE – PubMed) e Google Scholar. As estratégias utilizadas para localizar os artigos tiveram como eixo norteador a pergunta e os critérios de inclusão da revisão, previamente estabelecidos para manter a coerência na busca dos artigos e evitar possíveis vieses. Como descritores foram utilizados os termos “Ageísmo”, “Universidades”; Expectativa de Vida” e “Relação entre Gerações”, acordando com o Decs. Os critérios de inclusão foram artigos publicados em inglês, espanhol e português com os resumos disponíveis, no período compreendido entre 1990-2020. A partir da pesquisa preliminar nas bases de dados, leitura do título e resumo, 20 artigos foram selecionados para leitura na íntegra. Resultados: A Universidade, por meio de seus projetos de extensão universitária voltados aos idosos tem contribuído para redução das atitudes que nutrem papéis sociais estereotipados com base na idade das pessoas. Conclusões: As atividades universitárias voltados ao idoso têm contribuído para redução dos estereótipos mantidos pela sociedade e pelos próprios indivíduos com 60 anos ou mais, contribuindo não só para o bem estar e qualidade de vida desse segmento, como também para que a sociedade se beneficie do contato positivo intergeracional.Descritores: Ageísmo; Resiliência Psicológica; Universidades; Expectativa de Vida; Relação entre Gerações; Qualidade de Vida.ReferênciasOeppen J, Vaupel JW. Limites quebrados à expectativa de vida. Science. 2002; 296:1029-31.IBGE (Instituto Brasileiro de Geografia e Estatística). Tábuas Completas de Mortalidade. Disponivel em: https://www.ibge.gov.br /estatisticas/sociais/populacao/9126-tabuas-completas-de-mortalidade.html?=t=resultados.Aboim S. Narrativas do envelhecimento. Ser velho na sociedade contemporânea. Tempo Social. 2014;26(1):207-32.Vaupel JW, Carey JR, Christensen K, Johnson TE, Yashin AI, Holm NV et al. Biodemographic trajectories of longevity. Science. 1998; 280(5365):855-60.Donizzetti AR. Ageism in an Aging Society: The Role of Knowledge, Anxiety about Aging, and Stereotypes in Young People and Adults. Int J Environ Res Public Health. 2019;16(8):1329.Butler RN. Why Survive? Being Old in America. New York: Harper Rowe; 1975.Iversen TN, Larsen L, Solem PE. A conceptual analysis of ageism. Nord Psychol. 2009;61(3):4-22.Levy BR, Kasl SV, Gill TM. Image of aging scale. Percept Mot Skills. 2004;99(1):208-10.Nelson T. Ageism. In: Nelson T (Ed.), Handbook of prejudice, stereotyping, and discrimination. New York, NY: Psychology Press; 2009. pp-431-40Abrams D, Eller A, Bryant J. An age apart: The effects of intergenerational contact and stereotype threat on performance and intergroup bias. Psychol Aging. 2006;21(4):691-702.Levy BR, Slade MD, Kunkel SR, Kasl SV. Longevity increased by positive self-perceptions of aging. J Pers Soc Psychol. 2002;83(2):261-70.Swift HJ, Abrams D, Lamont RA, Drury L. The risks of ageism model: how ageism and negative attitudes toward age can be a barrier to active aging. Soc Issues Policy Rev. 2017;11(1):195-231.Wurm S, Diehl M, Kornadt AE, Westerhof GJ, Wahl HW. How do views on aging affect health outcomes in adulthood and late life? Explanations for an established connection. Dev Rev. 2017;46:27-43.Meisner BA. A meta-analysis of positive and negative age stereotype priming effects on behavior among older adults. J Gerontol B Psychol Sci Soc Sci. 2012;67(1):13-7.Gil Barreiro M, Trujillo Grás O. Estereotipos hacia los ancianos. Rev Cubana Med Gen Integr. 1997;13(1): 34-8. Piato RS, Capalbo LC, Alves Rezende MIR, Lehfeld LS, Alves Rezende MCR. O papel da Universidade Aberta à Terceira Idade na educação ambiental. Arch Health Invest.2014;3(5):66-71.Schroyen S, Adam S, Marquet M, et al. Communication of healthcare professionals: Is there ageism? Eur J Cancer Care (Engl). 2018;27(1):10.1111.Chrisler JC, Barney A, Palatino B. Ageism can be hazardous to women’s health: ageism, sexism, and stereotypes of older women in the healthcare system. J Soc Issues. 2016;72(1):86-104.Arnold L, Shue CK, Jones D. Implementation of geriatric education into the first and second years of a baccalaureate-MD degree program. Acad Med. 2002;77(9):933-34.Thornhill J 4th, Richeson N, Roberts E. Senior mentor program: a geriatrics focused curriculum. Acad Med. 2002;77(9):934-35.Bates T, Cohan M, Bragg DS, Bedinghaus J. The Medical College of Wisconsin Senior Mentor Program: experience of a lifetime. Gerontol Geriatr Educ. 2006;27(2):93-103.Levy SR. Toward Reducing Ageism: PEACE (Positive Education about Aging and Contact Experiences) Model. Gerontologist. 2018;58(2): 226-32.Abrams D, Eller A, Bryant J. An age apart: the effects of intergenerational contact and stereotype threat on performance and intergroup bias. Psychol Aging. 2006;21(4):691-702.Swift HJ, Abrams D, Marques S. Threat or boost? Social comparison affects older people's performance differently depending on task domain. J Gerontol B Psychol Sci Soc Sci. 2013;68(1):23-30.Pruchno R, Heid AR, Genderson MW. Resilience and successful aging: aligning complementary constructs using a life course approach. Psychol Inquiry. 2015;26(2):200–7.Windle G. The contribution of resilience to healthy ageing. Perspect Public Health. 2012;132(4):159-60.Liébana-Presa C, Andina-Díaz E, Reguera-García MM, Fulgueiras-Carril I, Bermejo-Martínez D, Fernández-Martínez E. Social Network Analysis and Resilience in University Students: An Approach from Cohesiveness. Int J Environ Res Public Health. 2018;15(10):2119.Fernández-Martínez E, Andina-Díaz E, Fernández-Peña R, García-López R, Fulgueiras-Carril I, Liébana-Presa C. Social Networks, Engagement and Resilience in University Students. Int J Environ Res Public Health. 2017;14(12):1488.Montepare JM, Farah KS. Talk of Ages: Using intergenerational classroom modules to engage older and younger students across the curriculum. Gerontol Geriatr Educ. 2018;39(3):385-94.Montepare JM, Farah KS, Doyle A, Dixon J. Becoming an Age-Friendly University (AFU): Integrating a retirement community on campus. Gerontol Geriatr Educ. 2019;40(2):179-93.Andreoletti C, June A. Coalition building to create an Age-Friendly University (AFU). Gerontol Geriatr Educ. 2019;40(2):142-52.Chesser S, Porter M. Charting a future for Canada's first Age-Friendly University (AFU). Gerontol Geriatr Educ. 2019;40(2):153-65.Clark PG, Leedahl SN. Becoming and being an Age-Friendly University (AFU): Strategic considerations and practical implications. Gerontol Geriatr Educ. 2019;40(2):166-78.Leedahl SN, Brasher MS, Estus E, Breck BM, Dennis CB, Clark SC. Implementing an interdisciplinary intergenerational program using the Cyber Seniors® reverse mentoring model within higher education. Gerontol Geriatr Educ. 2018;1-19.Andreoletti C, Howard JL. Bridging the generation gap: Intergenerational service-learning benefits young and old. Gerontol Geriatr Educ. 2018;39(1):46-60.

No man [...] can wear one face to himself and another to the multitude, without finally getting bewildered as to which one may be true. (Nathaniel Hawthorne Scarlet Letter – as seen and pondered by Tony Soprano at Bowdoin College, The Sopranos, Season 1, Episode 5: “College”)The fictitious is a particular and varied source of insight into the everyday world. The idea of seriality—with its variations of the serial, series, seriated—is very much connected to our patterns of entertainment. In this essay, I want to begin the process of testing what values and meanings can be drawn from the idea of seriality into comprehending the play of persona in contemporary culture. From a brief overview of the intersection of persona and seriality as well as a review of the deployment of seriality in popular culture, the article focuses on the character/ person-actor relationship to demonstrate how seriality produces persona. The French term for character—personnage—will be used to underline the clear relations between characterisation, person, and persona which have been developed by the recent work by Lenain and Wiame. Personnage, through its variation on the word person helps push the analysis into fully understanding the particular and integrated configuration between a public persona and the fictional role that an actor inhabits (Heinich).There are several qualities related to persona that allow this movement from the fictional world to the everyday world to be profitable. Persona, in terms of origins, in and of itself implies performance and display. Jung, for instance, calls persona a mask where one is “acting a role” (167); while Goffman considers that performance and roles are at the centre of everyday life and everyday forms and patterns of communication. In recent work, I have use persona to describe how online culture pushes most people to construct a public identity that resembles what celebrities have had to construct for their livelihood for at least the last century (“Persona”; “Self”). My work has expanded to an investigation of how online persona relates to individual agency (“Agency”) and professional postures and positioning (Barbour and Marshall).The fictive constructions then are intensified versions of what persona is addressing: the fabrication of a role for particular directions and ends. Characters or personnages are constructed personas for very directed ends. Their limitation to the study of persona as a dimension of public culture is that they are not real; however, when one thinks of the actor who takes on this fictive identity, there is clearly a relationship between the real personality and that of the character. Moreover, as Nayar’s analysis of highly famous characters that are fictitious reveals, these celebrated characters, such as Harry Potter or Wolverine, sometime take on a public presence in and of themselves. To capture this public movement of a fictional character, Nayar blends the terms celebrity with fiction and calls these semi-public/semi-real entities “celefiction”: the characters are famous, highly visible, and move across media, information, and cultural platforms with ease and speed (18-20). Their celebrity status underlines their power to move outside of their primary text into public discourse and through public spaces—an extra-textual movement which fundamentally defines what a celebrity embodies.Seriality has to be seen as fundamental to a personnage’s power of and extension into the public world. For instance with Harry Potter again, at least some of his recognition is dependent on the linking or seriating the related books and movies. Seriality helps organise our sense of affective connection to our popular culture. The familiarity of some element of repetition is both comforting for audiences and provides at least a sense of guarantee or warranty that they will enjoy the future text as much as they enjoyed the past related text. Seriality, though, also produces a myriad of other effects and affects which provides a useful background to understand its utility in both the understanding of character and its value in investigating contemporary public persona. Etymologically, the words “series” and seriality are from the Latin and refer to “succession” in classical usage and are identified with ancestry and the patterns of identification and linking descendants (Oxford English Dictionary). The original use of the seriality highlights its value in understanding the formation of the constitution of person and persona and how the past and ancestry connect in series to the current or contemporary self. Its current usage, however, has broadened metaphorically outwards to identify anything that is in sequence or linked or joined: it can be a series of lectures and arguments or a related mark of cars manufactured in a manner that are stylistically linked. It has since been deployed to capture the production process of various cultural forms and one of the key origins of this usage came from the 19th century novel. There are many examples where the 19th century novel was sold and presented in serial form that are too numerous to even summarise here. It is useful to use Dickens’ serial production as a defining example of how seriality moved into popular culture and the entertainment industry more broadly. Part of the reason for the sheer length of many of Charles Dickens’ works related to their original distribution as serials. In fact, all his novels were first distributed in chapters in monthly form in magazines or newspapers. A number of related consequences from Dickens’ serialisation are relevant to understanding seriality in entertainment culture more widely (Hayward). First, his novel serialisation established a continuous connection to his readers over years. Thus Dickens’ name itself became synonymous and connected to an international reading public. Second, his use of seriality established a production form that was seen to be more affordable to its audience: seriality has to be understood as a form that is closely connected to economies and markets as cultural commodities kneaded their way into the structure of everyday life. And third, seriality established through repetition not only the author’s name but also the name of the key characters that populated the cultural form. Although not wholly attributable to the serial nature of the delivery, the characters such as Oliver Twist, Ebenezer Scrooge or David Copperfield along with a host of other major and minor players in his many books become integrated into everyday discourse because of their ever-presence and delayed delivery over stories over time (see Allen 78-79). In the same way that newspapers became part of the vernacular of contemporary culture, fictional characters from novels lived for years at a time in the consciousness of this large reading public. The characters or personnages themselves became personalities that through usage became a way of describing other behaviours. One can think of Uriah Heep and his sheer obsequiousness in David Copperfield as a character-type that became part of popular culture thinking and expressing a clear negative sentiment about a personality trait. In the twentieth century, serials became associated much more with book series. One of the more successful serial genres was the murder mystery. It developed what could be described as recognisable personnages that were both fictional and real. Thus, the real Agatha Christie with her consistent and prodigious production of short who-dunnit novels was linked to her Belgian fictional detective Hercule Poirot. Variations of these serial constructions occurred in children’s fiction, the emerging science fiction genre, and westerns with authors and characters rising to related prominence.In a similar vein, early to mid-twentieth century film produced the film serial. In its production and exhibition, the film serial was a déclassé genre in its overt emphasis on the economic quality of seriality. Thus, the film serial was generally a filler genre that was interspersed before and after a feature film in screenings (Dixon). As well as producing a familiarity with characters such as Flash Gordon, it was also instrumental in producing actors with a public profile that grew from this repetition. Flash Gordon was not just a character; he was also the actor Buster Crabbe and, over time, the association became indissoluble for audiences and actor alike. Feature film serials also developed in the first half-century of American cinema in particular with child actors like Shirley Temple, Mickey Rooney and Judy Garland often reprising variations of their previous roles. Seriality more or less became the standard form of delivery of broadcast media for most of the last 70 years and this was driven by the economies of production it developed. Whether the production was news, comedy, or drama, most radio and television forms were and are variation of serials. As well as being the zenith of seriality, television serials have been the most studied form of seriality of all cultural forms and are thus the greatest source of research into what serials actually produced. The classic serial that began on radio and migrated to television was the soap opera. Although most of the long-running soap operas have now disappeared, many have endured for more than 30 years with the American series The Guiding Light lasting 72 years and the British soap Coronation Street now in its 64th year. Australian nighttime soap operas have managed a similar longevity: Neighbours is in its 30th year, while Home and Away is in its 27th year. Much of the analyses of soap operas and serials deals with the narrative and the potential long narrative arcs related to characters and storylines. In contrast to most evening television serials historically, soap operas maintain the continuity from one episode to the next in an unbroken continuity narrative. Evening television serials, such as situation comedies, while maintaining long arcs over their run are episodic in nature: the structure of the story is generally concluded in the given episode with at least partial closure in a manner that is never engaged with in the never-ending soap opera serials.Although there are other cultural forms that deploy seriality in their structures—one can think of comic books and manga as two obvious other connected and highly visible serial sources—online and video games represent the other key media platform of serials in contemporary culture. Once again, a “horizon of expectation” (Jauss and De Man 23) motivates the iteration of new versions of games by the industry. New versions of games are designed to build on gamer loyalties while augmenting the quality and possibilities of the particular game. Game culture and gamers have a different structural relationship to serials which at least Denson and Jahn-Sudmann describe as digital seriality: a new version of a game is also imagined to be technologically more sophisticated in its production values and this transformation of the similitude of game structure with innovation drives the economy of what are often described as “franchises.” New versions of Minecraft as online upgrades or Call of Duty launches draw the literal reinvestment of the gamer. New consoles provide a further push to serialisation of games as they accentuate some transformed quality in gameplay, interaction, or quality of animated graphics. Sports franchises are perhaps the most serialised form of game: to replicate new professional seasons in each major sport, the sports game transforms with a new coterie of players each year.From these various venues, one can see the centrality of seriality in cultural forms. There is no question that one of the dimensions of seriality that transcends these cultural forms is its coordination and intersection with the development of the industrialisation of culture and this understanding of the economic motivation behind series has been explored from some of the earliest analyses of seriality (see Hagedorn; Browne). Also, seriality has been mined extensively in terms of its production of the pleasure of repetition and transformation. The exploration of the popular, whether in studies of readers of romance fiction (Radway), or fans of science fiction television (Tulloch and Jenkins; Jenkins), serials have provided the resource for the exploration of the power of the audience to connect, engage and reconstruct texts.The analysis of the serialisation of character—the production of a public personnage—and its relation to persona surprisingly has been understudied. While certain writers have remarked on the longevity of a certain character, such as Vicky Lord’s 40 year character on the soap opera One Life to Live, and the interesting capacity to maintain both complicated and hidden storylines (de Kosnik), and fan audience studies have looked at the parasocial-familiar relationship that fan and character construct, less has been developed about the relationship of the serial character, the actor and a form of twinned public identity. Seriality does produce a patterning of personnage, a structure of familiarity for the audience, but also a structure of performance for the actor. For instance, in a longitudinal analysis of the character of Fu Manchu, Mayer is able to discern how a patterning of iconic form shapes, replicates, and reiterates the look of Fu Manchu across decades of films (Mayer). Similarly, there has been a certain work on the “taxonomy of character” where the serial character of a television program is analysed in terms of 6 parts: physical traits/appearance; speech patterns, psychological traits/habitual behaviours; interaction with other characters; environment; biography (Pearson quoted in Lotz).From seriality what emerges is a particular kind of “type-casting” where the actor becomes wedded to the specific iteration of the taxonomy of performance. As with other elements related to seriality, serial character performance is also closely aligned to the economic. Previously I have described this economic patterning of performance the “John Wayne Syndrome.” Wayne’s career developed into a form of serial performance where the individual born as Marion Morrison becomes structured into a cultural and economic category that determines the next film role. The economic weight of type also constructs the limits and range of the actor. Type or typage as a form of casting has always been an element of film and theatrical performance; but it is the seriality of performance—the actual construction of a personnage that flows between the fictional and real person—that allows an actor to claim a persona that can be exchanged within the industry. Even 15 years after his death, Wayne remained one of the most popular performers in the United States, his status unrivalled in its close definition of American value that became wedded with a conservative masculinity and politics (Wills).Type and typecasting have an interesting relationship to seriality. From Eisenstein’s original use of the term typage, where the character is chosen to fit into the meaning of the film and the image was placed into its sequence to make that meaning, it generally describes the circumscribing of the actor into their look. As Wojcik’s analysis reveals, typecasting in various periods of theatre and film acting has been seen as something to be fought for by actors (in the 1850s) and actively resisted in Hollywood in 1950 by the Screen Actors Guild in support of more range of roles for each actor. It is also seen as something that leads to cultural stereotypes that can reinforce the racial profiling that has haunted diverse cultures and the dangers of law enforcement for centuries (Wojcik 169-71). Early writers in the study of film acting, emphasised that its difference from theatre was that in film the actor and character converged in terms of connected reality and a physicality: the film actor was less a mask and more a sense of “being”(Kracauer). Cavell’s work suggested film over stage performance allowed an individuality over type to emerge (34). Thompson’s semiotic “commutation” test was another way of assessing the power of the individual “star” actor to be seen as elemental to the construction and meaning of the film role Television produced with regularity character-actors where performance and identity became indissoluble partly because of the sheer repetition and the massive visibility of these seriated performances.One of the most typecast individuals in television history was Leonard Nimoy as Spock in Star Trek: although the original Star Trek series ran for only three seasons, the physical caricature of Spock in the series as a half-Vulcan and half-human made it difficult for the actor Nimoy to exit the role (Laws). Indeed, his famous autobiography riffed on this mis-identity with the forceful but still economically powerful title I am Not Spock in 1975. When Nimoy perceived that his fans thought that he was unhappy in his role as Spock, he published a further tome—I Am Spock—that righted his relationship to his fictional identity and its continued source of roles for the previous 30 years. Although it is usually perceived as quite different in its constitution of a public identity, a very similar structure of persona developed around the American CBS news anchor Walter Cronkite. With his status as anchor confirmed in its power and centrality to American culture in his desk reportage of the assassination and death of President Kennedy in November 1963, Cronkite went on to inhabit a persona as the most trusted man in the United States by the sheer gravitas of hosting the Evening News stripped across every weeknight at 6:30pm for the next 19 years. In contrast to Nimoy, Cronkite became Cronkite the television news anchor, where persona, actor, and professional identity merged—at least in terms of almost all forms of the man’s visibility.From this vantage point of understanding the seriality of character/personnage and how it informs the idea of the actor, I want to provide a longer conclusion about how seriality informs the concept of persona in the contemporary moment. First of all, what this study reveals is the way in which the production of identity is overlaid onto any conception of identity itself. If we can understand persona not in any negative formulation, but rather as a form of productive performance of a public self, then it becomes very useful to see that these very visible public blendings of performance and the actor-self can make sense more generally as to how the public self is produced and constituted. My final and concluding examples will try and elucidate this insight further.In 2013, Netflix launched into the production of original drama with its release of House of Cards. The series itself was remarkable for a number of reasons. First among them, it was positioned as a quality series and clearly connected to the lineage of recent American subscription television programs such as The Sopranos, Six Feet Under, Dexter, Madmen, The Wire, Deadwood, and True Blood among a few others. House of Cards was an Americanised version of a celebrated British mini-series. In the American version, an ambitious party whip, Frank Underwood, manoeuvres with ruthlessness and the calculating support of his wife closer to the presidency and the heart and soul of American power. How the series expressed quality was at least partially in its choice of actors. The role of Frank Underwood was played by the respected film actor Kevin Spacey. His wife, Clare, was played by the equally high profile Robin Warren. Quality was also expressed through the connection of the audience of viewers to an anti-hero: a personnage that was not filled with virtue but moved with Machiavellian acuity towards his objective of ultimate power. This idea of quality emerged in many ways from the successful construction of the character of Tony Soprano by James Gandolfini in the acclaimed HBO television series The Sopranos that reconstructed the very conception of the family in organised crime. Tony Soprano was enacted as complex and conflicted with a sense of right and justice, but embedded in the personnage were psychological tropes and scars, and an understanding of the need for violence to maintain influence power and a perverse but natural sense of order (Martin).The new television serial character now embodied a larger code and coterie of acting: from The Sopranos, there is the underlying sense and sensibility of method acting (see Vineberg; Stanislavski). Gandolfini inhabited the role of Tony Soprano and used the inner and hidden drives and motivations to become the source for the display of the character. Likewise, Spacey inhabits Frank Underwood. In that new habitus of television character, the actor becomes subsumed by the role. Gandolfini becomes both over-determined by the role and his own identity as an actor becomes melded to the role. Kevin Spacey, despite his longer and highly visible history as a film actor is overwhelmed by the televisual role of Frank Underwood. Its serial power, where audiences connect for hours and hours, where the actor commits to weeks and weeks of shoots, and years and years of being the character—a serious character with emotional depth, with psychological motivation that rivals the most visceral of film roles—transforms the actor into a blended public person and the related personnage.This blend of fictional and public life is complex as much for the producing actor as it is for the audience that makes the habitus real. What Kevin Spacey/Frank Underwood inhabit is a blended persona, whose power is dependent on the constructed identity that is at source the actor’s production as much as any institutional form or any writer or director connected to making House of Cards “real.” There is no question that this serial public identity will be difficult for Kevin Spacey to disentangle when the series ends; in many ways it will be an elemental part of his continuing public identity. This is the economic power and risk of seriality.One can see similar blendings in the persona in popular music and its own form of contemporary seriality in performance. For example, Eminem is a stage name for a person sometimes called Marshall Mathers; but Eminem takes this a step further and produces beyond a character in its integration of the personal—a real personnage, Slim Shady, to inhabit his music and its stories. To further complexify this construction, Eminem relies on the production of his stories with elements that appear to be from his everyday life (Dawkins). His characterisations because of the emotional depth he inhabits through his rapped stories betray a connection to his own psychological state. Following in the history of popular music performance where the singer-songwriter’s work is seen by all to present a version of the public self that is closer emotionally to the private self, we once again see how the seriality of performance begins to produce a blended public persona. Rap music has inherited this seriality of produced identity from twentieth century icons of the singer/songwriter and its display of the public/private self—in reverse order from grunge to punk, from folk to blues.Finally, it is worthwhile to think of online culture in similar ways in the production of public personas. Seriality is elemental to online culture. Social media encourage the production of public identities through forms of repetition of that identity. In order to establish a public profile, social media users establish an identity with some consistency over time. The everydayness in the production of the public self online thus resembles the production and performance of seriality in fiction. Professional social media sites such as LinkedIn encourage the consistency of public identity and this is very important in understanding the new versions of the public self that are deployed in contemporary culture. However, much like the new psychological depth that is part of the meaning of serial characters such as Frank Underwood in House of Cards, Slim Shady in Eminem, or Tony Soprano in The Sopranos, social media seriality also encourages greater revelations of the private self via Instagram and Facebook walls and images. We are collectively reconstituted as personas online, seriated by the continuing presence of our online sites and regularly drawn to reveal more and greater depths of our character. In other words, the online persona resembles the new depth of the quality television serial personnage with elaborate arcs and great complexity. Seriality in our public identity is also uncovered in the production of our game avatars where, in order to develop trust and connection to friends in online settings, we maintain our identity and our patterns of gameplay. At the core of this online identity is a desire for visibility, and we are drawn to be “picked up” and shared in some repeatable form across what we each perceive as a meaningful dimension of culture. Through the circulation of viral images, texts, and videos we engage in a circulation and repetition of meaning that feeds back into the constancy and value of an online identity. Through memes we replicate and seriate content that at some level seriates personas in terms of humour, connection and value.Seriality is central to understanding the formation of our masks of public identity and is at least one valuable analytical way to understand the development of the contemporary persona. This essay represents the first foray in thinking through the relationship between seriality and persona.ReferencesBarbour, Kim, and P. David Marshall. “The Academic Online Constructing Persona.” First Monday 17.9 (2012).Browne, Nick. “The Political Economy of the (Super)Text.” Quarterly Review of Film Studies 9.3 (1984): 174-82. Cavell, Stanley. “Reflections on the Ontology of Film.” Movie Acting: The Film Reader. Ed. Wojcik and Pamela Robertson. 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Ethan Thompson and Jason Mittell. New York: New York University Press, 2013. 22-29.Marshall, P. David. “The Cate Blanchett Persona and the Allure of the Oscar.” The Conversation (2014). 4 April 2014.Marshall, P. David “Persona Studies: Mapping the Proliferation of the Public Self.” Journalism 15.2 (2014): 153-70.Marshall, P. David. “Personifying Agency: The Public–Persona–Place–Issue Continuum.” Celebrity Studies 4.3 (2013): 369-71.Marshall, P. David. “The Promotion and Presentation of the Self: Celebrity as Marker of Presentational Media.” Celebrity Studies 1.1 (2010): 35-48.Marshall, P. David. Celebrity and Power: Fame in Contemporary Culture. 2nd Ed. Minneapolis: University of Minnesota Press, 2014.Martin, Brett. Difficult Men: Behind the Scenes of a Creative Revolution: From The Sopranos and The Wire to Mad Men and Breaking Bad. London: Faber and Faber, 2013.Mayer, R. “Image Power: Seriality, Iconicity and the Mask of Fu Manchu.” Screen 53.4 (2012): 398-417.Nayar, Pramod K. Seeing Stars: Spectacle, Society, and Celebrity Culture. New Delhi; Thousand Oaks, California: Sage Publications, 2009.Nimoy, Leonard. I Am Not Spock. Milbrae, California: Celestial Arts, 1975.Nimoy, Leonard. I Am Spock. 1st ed. New York: Hyperion, 1995.Radway, Janice A. Reading the Romance: Women, Patriarchy, and Popular Literature. Chapel Hill: University of North Carolina Press, 1984.Stanislavski, Constantin. Creating a Role. New York: Routledge, 1989 (1961).Thompson, John O. “Screen Acting and the Commutation Test.” Movie Acting: The Film Reader. Ed. Pamela Robertson Wojcik. London: Routledge, 2004 (1978). 37-48.Tulloch, John, and Henry Jenkins. Science Fiction Audiences: Watching Doctor Who and Star Trek. London; New York: Routledge, 1995.Vineberg, Steve. Method Actors: Three Generations of an American Acting Style. New York; Toronto: Schirmer Books, 1991.Wills, Garry. John Wayne’s America: The Politics of Celebrity. New York: Simon & Schuster, 1997.Wojcik, Pamela Robertson. “Typecasting.” Movie Acting: The Film Reader. Ed. Pamela Robertson Wojcik. London: Routledge, 2004. 169-89.

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

IntroductionCan a person’s tastes in art, music, literature, cinema, sport, humour or other fields be changed through online activity? This article explores that question by comparing recent research findings in the areas of neuroplasticity and flow. Neuroplasticity, also known as brain plasticity, is the idea that the human brain can change its structure and function through thought and activity, even into old age (Doidge). The second concept—flow—comes from the field of psychology, and refers to a deeply satisfying state of focused attention that people sometimes experience while engaging in an enjoyable activity such as browsing the Web (Csikszentmihalyi, Flow). Research into the experiences of web users, conducted from these two different perspectives, reveal interesting connections to the acquisition of taste and opportunities for further investigation. Neuroplasticity The term neuroplasticity comes from the words neuron and plastic. Neurons are the nerve cells in our brains and nervous systems. Plastic, in this context, means flexibility or malleability. Neuroplasticity has replaced the formerly-held belief that the brain is a physiologically static organ, hard-wired like a machine (Kolb, Gibb and Robinson). For much of the last century, scientists believed that adult brains, unlike those of children, could not produce new neurons or build new pathways or connections between neurons. According to this view, any brain function that was lost through damage was irretrievable. Today, research into neuroplasticity has proven that this is not the case. In the late 1960s and 1970s pioneering scientists such as Paul Bach-y-Rita demonstrated that brains change their structure with different activities they perform (Kercel). When certain parts fail, other parts can sometimes take over. Subsequent research by many scientists has validated this once-controversial idea, leading to practical benefits such as the restoration of limb function in stroke victims, and improved cognition and perception in people with learning disabilities (Nowak et al.). Merzenich, for example, has demonstrated how a brain’s processing areas, called brain maps, change in response to what people do over the course of their lives. Different brain maps exist for different activities and functions, including sensory perception, motor skills and higher mental activities. Brain maps are governed by competition for mental resources and the principle of “use it or lose it.” If a person stops exercising particular mental skills, such as speaking Spanish or playing piano, then the brain map space for those skills is handed over to skills that they practise instead. Brain maps are also governed by a principle that is summarised by the expression, “neurons that fire together wire together” (Doidge 63). Neurons in brain maps develop stronger connections to each other when they are activated at the same moment in time. Consequently people are able to form new maps by developing new neural connections. Acquiring Tastes Doidge has illustrated the role that neuroplasticity plays in acquiring new tastes by explaining how habitual viewing of online pornography can shape sexual tastes (102). In the mid- to late-1990s, Doidge (a psychiatrist and psychoanalyst) treated several men who had lost interest in their sexual partners as a consequence of their addiction to online pornography. Doidge explains their change of sexual taste in terms of neuroplasticity, noting that “pornography, delivered by high-speed Internet connections, satisfies every one of the prerequisites for neuroplastic change” (102). The sexual excitement of viewing pornography releases a chemical neurotransmitter named dopamine that activates the brain’s pleasure centres. Since “neurons that fire together wire together”, the repeated viewing of pornography effectively wires the pornographic images into the pleasure centres of the brain with the focused attention required for neuroplastic change. In other words, habitual viewers of pornography develop new brain maps based on the photos and videos they see. And since the brain operates on a “use it or lose it” principle, they long to keep those new maps activated. Consequently, pornography has an addictive power. Like all addicts, the men who Doidge treated developed a tolerance to the photos and videos they observed and sought out progressively higher levels of stimulation for satisfaction. Doidge explains the result: The content of what they found exciting changed as the Web sites introduced themes and scripts that altered their brains without their awareness. Because plasticity is competitive, the brain maps for new, exciting images increased at the expense of what had previously attracted them—the reason, I believe, they began to find their girlfriends less of a turn-on. (109) If the habitual viewing of online pornography can change sexual tastes, what other tastes can be changed through online activity? Art? Music? Literature? Cinema? Sport? Humour? One avenue for investigating this question is to consider existing research into the flow experiences of web users. The term flow refers to a deeply satisfying state of focused attention that was first identified by psychologist Mihaly Csikszentmihalyi (Beyond Boredom) in his studies of optimal experiences. According to Csikszentmihalyi, people in flow “are so involved in an activity that nothing else seems to matter; the experience itself is so enjoyable that people will do it even at great cost, for the sheer sake of doing it” (Flow 4). Flow experiences are characterised by some common elements, which include a balance between the challenges of an activity and the skills required to meet those challenges; clear goals and feedback; concentration on the task at hand; a sense of control; a merging of action and awareness; a loss of self-consciousness; a distorted sense of time; and the autotelic experience. The term autotelic refers to an activity that is done, not with the expectation of some future benefit, but simply because the doing itself is the reward. Whenever people reflect on their flow experiences, they mention some, and often all, of these characteristics. Support for Csikszentmihalyi’s characterisation of flow can be found in studies of many diverse activities, such as playing computer games (Chen) and participating in sport (Jackson), to mention just two examples. The activities that people engage in to experience flow vary enormously, but they describe how it feels in almost identical terms. Pace has developed a grounded theory of the flow experiences of web users engaged in content-seeking activities including directed searching and exploratory browsing. The term grounded in this instance refers to the fact that the theory was developed using the Grounded Theory research method, and its explanations are grounded in the study’s data rather than deduced from research literature (Charmaz). A review of that theory reveals many similarities between the flow experiences of web users engaged in content-seeking activities and the experiences of habitual viewers of online pornography described by Doidge. The following sections will consider several of those similarities. Focused Attention Focused attention is essential for long-term neuroplastic change. Goleman notes that “when practice occurs while we are focusing elsewhere, the brain does not rewire the relevant circuitry for that particular routine” (164). In a series of brain mapping experiments with monkeys, Merzenich discovered that “lasting changes occurred only when his monkeys paid close attention” (Doidge 68). When the animals performed tasks without paying close attention, their brain maps changed, but the changes did not last. Focused attention also plays a central role in the flow experiences of web users. The higher-than-average challenges associated with flow activities require a complete focusing of attention on the task at hand, or as Csikszentmihalyi puts it, “a centering of attention on a limited stimulus field” (Beyond Boredom 40). An important by-product of this fact is that flow leaves no room in one’s consciousness for irrelevant thoughts, worries or distractions (Csikszentmihalyi, Flow 58). People who experience flow frequently report that, while it lasts, they are able to forget about the unpleasant aspects of life. Consider the following comment from a 42-year-old male’s recollection of experiencing flow while using the Web: “It’s a total concentration experience. You’re so interested in doing what it is you’re doing that nothing’s interrupting you.” In everyday life, one’s concentration is rarely so intense that all preoccupations disappear from consciousness, but that is precisely what happens in a flow experience. All of the troubling thoughts that normally occupy the mind are temporarily suspended while the pressing demands of the flow activity consume one’s attention. Let’s now consider a second similarity between the flow experiences of web users and the taste-changing experiences of habitual viewers of online pornography. Enjoyment The pleasure experienced by the pornography addicts treated by Doidge played an important role in the alteration of their brain maps and sexual tastes. Since “neurons that fire together wire together”, the repeated viewing of pornographic photos and videos wired those images into the pleasure centres of their brains with the focused attention required for neuroplastic change. Web users in flow also experience enjoyment, but possibly a different kind of enjoyment to the pleasure described by Doidge. Seligman and Csikszentmihalyi make the following distinction between pleasure and enjoyment: Pleasure is the good feeling that comes from satisfying homeostatic needs such as hunger, sex, and bodily comfort. Enjoyment, on the other hand, refers to the good feelings people experience when they break through the limits of homeostasis—when they do something that stretches them beyond what they were—in an athletic event, an artistic performance, a good deed, a stimulating conversation. (12) The enjoyment experienced by people in flow is sometimes described as “the autotelic experience.” According to Csikszentmihalyi, an autotelic experience is “a self-contained activity, one that is done not with the expectation of some future benefit, but simply because the doing itself is the reward” (Flow 67). Because autotelic experiences are so satisfying, they create a strong desire to repeat the activity that produced the experience. Consider the following comment from a web user about the reasons he enjoys online content-seeking activities that have led to flow: It’s like going to somewhere new. You’re always learning something. You’re always finding something. And you don’t know what it is you’re going to find. There’s so much out there that you’ll go there one day and then you’ll come back, and you’ll actually end up on a different path and finding something different. So it’s investigation of the unknown really. This comment, like many web users’ recollections of their flow experiences, points to a relationship between enjoyment and discovery. This connection is also evident in flow experiences that occur during other kinds of activities. For example, Csikszentmihalyi suggests that “the reason we enjoy a particular activity is not because such pleasure has been previously programmed in our nervous system, but because of something discovered as a result of interaction” (The Evolving Self 189). He illustrates this point with the example of a person who is at first indifferent to or bored by a particular activity, such as listening to classical music. When opportunities for action in the context of the activity become clearer, or when the individual’s skills improve, the activity may start to be interesting and finally gratifying. For example, if a person begins to understand the design underlying a symphony he or she might begin to enjoy the act of listening. This example hints at how discovery, enjoyment and other rewards of flow may engender change in a person’s taste. Let’s now consider a third similarity between the two areas of research. Compulsive Behaviour One consequence of flow experiences being so enjoyable is that they create a strong desire to repeat whatever helped to make them happen. If a person experiences flow while browsing online for new music, for example, he or she will probably want to repeat that activity to enjoy the experience again. Consider the following comment from a 28-year-old female web user who recalled experiencing flow intermittently over a period of three days: “I did go to bed—really late. And then as soon as I got up in the morning I was zoom—straight back on there […] I guess it’s a bit like a gambling addiction.” This study informant’s use of the term addiction highlights another similarity between the flow experiences of web users and habitual viewing of online pornography. Flow experiences can, in a very small percentage of cases, encourage compulsive behaviour and possibly addiction. A study by Khang, Kim and Kim found that “experiences of the flow state significantly influenced media addiction” across three media forms: the Internet, mobile phones and video games (2423). Examples of problems associated with excessive Internet use include sleep deprivation, poor eating and exercise habits, conflict with family members, and neglect of academic, interpersonal, financial and, occupational responsibilities (Douglas et al). Some heavy Internet users report feelings of moodiness and anxiety while they are offline, along with an intense desire to log in. Doidge states that “the addictiveness of Internet pornography is not a metaphor” (106), but many researchers are reluctant to apply the term addiction to heavy Internet use. Internet addiction first came to the attention of the research community in the mid-1990s when Young conceptualised it as an impulse-control disorder and proposed a set of diagnostic criteria based on the diagnostic criteria for pathological gambling in the Diagnostic and Statistical Manual of Mental Disorders. However, after more than fifteen years of research on this subject, there is still no agreement on a definition or diagnostic criteria for Internet addiction. Some researchers argue that Internet addiction is not a true addiction and may be no more than a symptom of other existing disorders such as anxiety or depression (Weinstein and Lejoyeux). Regardless of this controversy, the potential for compulsive behaviour is another clear similarity between the flow experiences of web users and the neuroplastic change caused by habitual viewing of online pornography. One more similarity will be considered. Sidetracks In Pace’s study of the flow experiences of web users, informants reported engaging in two general types of content-seeking behaviour: (1) a directed searching mode in which one is motivated to find a particular piece of content such as the answer to a question or a specific music video; and (2) an exploratory browsing mode that is characterised by diffuse motives such as passing time or seeking stimulation. Directed searching and exploratory browsing are not dichotomous forms of navigation behaviour. On the contrary, they are closely interrelated. Web users move back and forth between the two modes, often many times within the same session. Just as web users can change from one navigation mode to another, they can also get sidetracked from one topic to another. For instance, it is reportedly quite common for a web user engaged in a content-seeking activity to decide to pursue a different goal because his or her curiosity is aroused by interesting content or links that are not directly relevant to the task at hand. Consider the following comment from a 21-year-old female web user whose desire to find contact details for a local Tai Chi group disappeared when a link to the Sportsgirl web site attracted her attention: I think I typed in “sports” […] I was actually looking for a place to do Tai Chi and that sort of thing. So I was looking for a sport. And it ended up coming up with the Sportsgirl web site. And I ended up looking at clothes all afternoon. So that was kind of cool. Sidetracks are a common feature of the flow experiences of web users. They are also a prominent feature of the description that Doidge provided of the pornography addicts’ neuroplastic change (109). The content of what the men found exciting changed as the web sites they viewed introduced “themes and scripts” or sidetracks that altered their brain maps. “Without being fully aware of what they were looking for, they scanned hundreds of images and scenarios until they hit upon an image or sexual script that touched some buried theme that really excited them”, Doidge notes (110). Conclusion Can a person’s tastes in art, music, literature, cinema, sport, humour or some other field be changed through online activity, just as sexual tastes can? This article alone cannot conclusively answer that question, but significant similarities between the flow experiences of web users and the neuroplastic change experienced by habitual viewers of online pornography suggest that flow theory could be a fruitful line of investigation. Can the flow experiences of web users lead to changes in taste, just as the neuroplastic change caused by habitual viewing of online pornography can lead to changes in sexual taste? What is the relationship between flow and neuroplastic change? Is the Internet the most appropriate environment for exploring these questions about taste, or do offline flow activities provide insights that have been neglected? These are some of the unanswered questions arising from this discussion that require further investigation. Advances in the field of neuroplasticity have been described as some of “the most extraordinary discoveries of the twentieth century” (Doidge xv). These advances provide an opportunity to revisit related theories and to enhance our understanding of phenomena such as flow and taste. References Charmaz, Kathy. Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis. Thousand Oaks, California: Sage Publications, 2006. 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