Journal articles on the topic 'Art industries and trade, Finnish'

Government intervention in the economy is often justified by the need to correct market failures. This study analyzes one case, the investments of Finnish forest industries, in which, in the late 1960s and early 1970s, both policy makers and the trade association representing the sector reasoned that intervention was particularly necessary because otherwise, the only substantial natural resource in the small country would be overexploited. In the long run, however, the growth of forest resources turned out to be higher, and the demand for wood lower, than expected. Furthermore, the most influential industrialists managed to “capture” the regulatory system and make it a component of their network of cartels and other restrictive practices. Regulatory capture is usually seen as a something that should be avoided, but in this case, it helped the Finnish forest industries to transform themselves from a supplier of bulk goods into the world’s leading exporter of high-end paper grades. Recent decline in demand has, however, raised doubts about the wisdom of this strategy.

Drawing on the monopoly rent concept in the Marxist tradition, this study examines recent transformations in East Asian agriculture through a case study of edamame. The analysis develops rent as an analytical framework—edamame monopoly rents—by incorporating recent literature of “technoscience rent” and “value grabbing.” Based on empirical research of edamame industries in Taiwan and China, I conclude that before edamame industries adopted the World Trade Organization legal frameworks on patenting and intellectual property rights, edamame monopoly rents acquired more characteristics of value grabbing of heterogeneous edamame nature. After the World Trade Organization patented and established legal frameworks in the edamame sector, edamame monopoly rents acquired more characteristics of technoscience rent. Overall, this study identifies value politics and edamame rent regimes through which socio-ecological-technological breakthroughs under rentier capital accumulation have been paving new ways to internalize new commons and terrains in East Asian agriculture.

The article analyzes the connection between some forming relevant tendencies and the newest cultural practices, the development of which is due to economical, technical and social context. Such features as mass character, consumerism, innovativeness, integrality, media character, network and information unity, fundamentally transform the image of civilization and people’s lifestyle. Human projective activity vectors are explored with terminological tools of cultural anthropology and civilizational movement dominants defined by modern thinkers. Evolution of language and aims of substantial practices are showed and new architectural and design styles, like recycling-, pop-, eco-, recreational, motion-, media-design and so on, are marked and characterized. Modern phase of art’s development, that integrates it with other cultural practices, such as science, trade, production, communication, medicine, show-business, tourism, etc., which change its forms and nature (media-art, video-art, transmission-art, technological art (electronic, robot- and genomic-art, internet-art). All these types of architectural, design and artistic activity exist and are fulfilled in kind of intensive fusion, organizing and fundamentally changing human’s habitat. The variety of design styles are strongly connected today with the commitment to unify form-creating intentions, that had been disconnected during the movement of social progress, which means conformity with modernity’s character and requirements while maintaining ontological basis that gives a human sense of home and self-identity. Designer practices that implement communicative interactive potential in projectivity while keeping spaces alive and human are able to perform this harmony. Hence, exploration of features and vectors of the embodied in real and virtual substance projective activity gives a deeper understanding of the sense of civilizational transformations and their connection with human’s substantive dimensions.

In this article I describe the results of a questionnaire survey done on non-dominant language writers in Finland, and reflect this on the criteria by which a professional artist has been traditionally defined in Finland. The background data consists of reports and studies on artists' social standing conducted by Arts Promotion Center Finland, Cupore and the Finnish Writers' Union. There were 31 responses to the study from non-dominant language residents of Finland who identify themselves as writers. Among these writers, the most often mentioned factor to define a professional writer were published works. Published works have also been central when a professional artist / writer has been defined in the Finnish art support system since its beginning in the late 1960's and early 1970's, and indirectly they are important also when professionalism is defined through memberships of trade unions, grants, main income source etc. as in all these evaluation in based on work that has been approved as part of the art world, i. e published by a publishing house. According to this reflection, the Finnish way of defining a professional writer to a great extent excludes writers who are unable to publish their work on paper through commercial publishing houses, let alone in Finnish or Swedish. This is the case with most writers with refugee, assylum seeker or voluntary exile background, or writers who come from countries with a different publishing industry from the Finnish model, or whose audiences are spread in all parts of the globe; instead, they publish online for political, financial, or practical reasons. My article strengthens the argument that the Finnish institutionalist way of defining a professional artist needs to be modified, especially on the level of institutional practises, to meet the reality of a quickly multilingualized society.

The paper presents in a broad outline the main characteristics of the evolution of the Finnish high-tech industry and ICT sector within the context of general changes in industry and the national economy. In the last decades of the 20th century Finland dynamically developed a knowledge-based economy and became one of the leaders of the information society. A spectacular manifestation of this is the position of the country in global competitiveness rankings, where Finland has occupied a top position for several years, sometimes even being ahead of the United States. The so-called ‘Finnish model of information society’ is characterised, among others, by a significant growth in knowledge-intensive industries and a complex system of research and development support. However, all those changes were dependent on the previous development path of the country. The structure of Finnish industry was rather one-sided until the 1980s, when knowledge- and expertise-intensive production started to catch up with the level of manufacturing dominated by raw materials, capital and energy. For a long time, Finland specialised in the forest industry and in the processing of metals. A new sector that has developed during the past decades is electronics and, especially, the manufacturing of communication devices. Furthermore, the economy has changed more dramatically in Finland than in any other developed country over the same period of time. Industries have become technology-intensive and production is strongly characterised by specialisation. Finland has become the most specialised country in information and communication technology in the world, and this specialisation trend is continuing. The forest industry and other traditional industries rely more and more on the new technologies and state-of-the-art knowledge. In Finland, industrialisation started later than in other countries, but it was very rapid. Industrial production and exports grew faster than the rest of the economy in the 1990s, and the structure of exports diversified. Unlike other developed countries, Finland “re-industrialised” in the 1990s. The contribution of industry to the total volume of production and employment has been higher in Finland than in other advanced economies in the past couple of years.

India is an important player in the aluminium, especially because of its abundant bauxite reserves and low-cost skilled manpower. The sector has a significant importance in the growth of Indian economy since the aluminium consumption follows GDP growth curve. Indian aluminium sector is observed as one of the energy intensive sectors with ample scope for improvements in energy efficiency as compared to world standards. The aluminium industries are upgrading themselves by adapting state-of-art technologies, which are more energy-efficient and sustainable in a highly competitive market. These initiatives are further accelerated and motivated by an innovative incentivization scheme (called Perform, Achieve and Trade) of Govt. of India. Currently, the first phase (2012-15) is under implementation, and an unexpected movement towards energy efficiency is envisaged as a result that will ultimately lead towards production of low carbon aluminium for the society.

The traditional and popular artists have their fans, who are associated with levels of society and socio-economic conditions of the artists. Most artists appreciate the arts as a forum for the fulfillment of subsistence and some other artists treat art not merely as the main work in making a living, but as self-actualization and calling in life. Democratization, way of life & lifestyle have encouraged and accelerated development of new traditions in the arts; industrialization that took place since the early 1970s emphasized the political, policy and strategy choices of economy, trade and commercial business and service-based industries, which are very influential on the lives of the type, variety and artistic tastes. Deployment mode of art with industry and trade system applies to the popular performing arts, both departing from the tradition of Java and the growing management and modern technology, which supported the creation and innovation. With such developments, the traditional artists tend to be marginalized and subsistence efforts to meet with arts performances tend to be unprofitable, while popular artists through the art of business and trade industries tend to prosper. This research, among others, find authentic evidence from the field to confirm the truth of these allegations carefully, so that building theory and the concept of "the efforts of traditional and popular artists in the fulfillment of living life" is a field-based, not based on theory and concepts of the social and cultural sciences - called grand theory. In addition to utilizing the resources of media such as newspapers, magazines and internet websites, techniques of field observation and interviews, as well as in-depth interviews, which are commonly used in qualitative research, the mainstay of this research data collection.

PurposeTrade in counterfeit goods is perceived as a substantial threat to various industries. No longer is the emergence of imitation products confined to branded luxury goods and final markets. Counterfeit articles are increasingly finding their way into other sectors, including the fast‐moving consumer goods, pharmaceutical, and automotive industries – with, in part, severe negative consequences for consumers, licit manufacturers, and brand owners alike. This paper seeks to shed light on the economic principles of counterfeit trade and the underlying illicit supply chains.Design/methodology/approachAn extensive literature review was conducted that comprised contributions from different strands of management research.FindingsThough governments as well as management have clearly identified the problem, very little is known – both in practice and theory – about the mechanisms and structure of the illicit market, the tactics of counterfeit producers, consumer behavior with respect to imitation products and the financial impact on individual companies. The diversity of the counterfeit phenomenon underlines the need for further research in this area and the development of company‐specific measures for fighting product piracy.Research limitations/implicationsThe clandestine nature of the counterfeit market limits direct accessibility to the phenomenon. Consequently, the existing body of literature does not necessarily cover all aspects of counterfeit activities. The review helps to highlight existing research gaps but may not be able to identify additional aspects of the phenomenon that, thus far, have not been deemed relevant.Originality/valueThe paper critically reviews the current state of research across different management‐related disciplines. From an academic perspective it may serve as a starting point for a future research agenda that addresses the current knowledge gaps. From a practitioner's perspective it is helpful for understanding the relevant influence factors and for developing appropriate, state‐of‐the‐art counterstrategies.

Combining literature from international political economy, international business, and institutional approaches to business studies, this article discusses foreign firms' relationship with the public sector in Southeast Asia. It focuses on the perceptions of the firms on host country policies toward foreign direct investments (FDI) and the impact of global financial crises and regional economic integration on the firms' strategies. The multinational company (MNC)-host government relationship is seen as a cooperative and continual bargaining within a specific institutional framework. Based on interviews with managers of subsidiaries originating from Finland, it is found that the regulatory environment of Association of Southeast Asian Nations (ASEAN) countries varies from easy to difficult with regard to policies, bureaucracy and protectionism. These pose institutional constraints for the firms, with additional economic constraints caused by global financial crises. Contrary to expectations, the ASEAN free trade agreement does not figure in the firms' investment strategies. This is explained by three findings: most of the firms serve the domestic host country market; the firms operate global rather than ASEAN-wide regional production chains; the firms represent industries that are not typical in Southeast Asian regional production networks.

Just over twelve years ago, United Nations Educational, Scientific and Cultural Organization (UNESCO) published the Culture, trade and globalization: questions and answers. In the book, the first ever definition of ‘cultural industries’ is applied to ‘those industries that combine the creation, production and commercialization of contents that are intangible and cultural in nature. These contents are typically protected by copyright and they can take the form of goods or services.’ Cultural creations need guiding and checking on, and that is the reason why there is art director or creative director, so-called the ‘gate-keeper’, controlling over the quality of creations. If a gate-keeper builds a safeguard in the cultural creative behavior, lacking the check on the legal protection in the cultural creative industries, and whether the information of cultural industry element has touched on the question of the intellectual property rights infringement, then it will result in a disastrous consequence. This is the topic which the article researches on.

Purpose The purpose of this paper is to offer an insight into the fundamental changes taking place in Port wine production value chains. Specifically, the authors examine two distinct production regimes: when Port is aged and sold in the Greater Oporto and, alternatively, when it is produced, aged and sold in Douro. Design/methodology/approach The authors apply a tri-regional input–output model (Douro, Greater Oporto and rest of the country) for Portugal’s economy. This framework comprises a significant level of detail, with 431 products and 136 industries, the corresponding supply and demand for the products, by industry (for intermediate consumption) and final demand. Findings This study shows that the two regimes generate noteworthy, but quite heterogeneous, regional impacts. In both cases, the distribution of value added generates international and interregional trade flows. Moreover, the study reveals a greater capacity to capture national value added by getting the supply chain more intensive in localised services and by using state-of-the-art production techniques. Originality/value Using detailed regional data, the authors use disaggregated information, both for industries as well for territories, overcoming a common limitation in similar works that are grounded in international databases. Additionally, the approach integrates the trade interactions among industries and regions, which proves essential to uncovering spillovers resulting from the (direct and indirect) use of inputs from other regions and other countries.

Society-wise in China, 2019 was largely devoid of violent incidents. The most significant incidents were labour rights protests in high-tech industries, and outcries from middle-class parents over food and vaccine safety hazards. As the economic slowdown and US–China trade war have posed greater challenges for Chinese society, the Party-state has sought to deepen its control of society. State-of-the-art digital technologies have been incorporated in traditional Leninist control at the grassroots, and greater efforts have been invested in promoting ideological education. While such a strategy may seem to have maintained stability and peace now, its actual effects in the long run remain to be seen.

Dalam menghadapi Masyarakat Ekonomi ASEAN (MEA) era pasar bebas se-Asia Tenggara, dunia usaha harus mengambil langkah strategis agar dapat menghadapi persaingan dengan negara ASEAN lain, tak terkecuali dunia usaha sektor industri kreatif. Empat belas pokok sektor industri kreatif yang telah dipetakan Departemen Perdagangan Republik Indonesia mempunyai kontribusi terhadap PDB memang masih relatif rendah, akan tetapimempunyai potensi untuk industri kreatif di Jawa Timur sangat besar. Salah satu subsektor “senipertunjukan”cukup memprihatinkan hanya mampu memberikan kontribusi terhadap industri kreatif secara menyeluruh sebesar 0,10%.Trio ABG atau sering disebutTriple Helix yang merupakan sinergitas antara Akademisi, Business, Goverment adalah salah satu konsep dalam upaya meningkatkan pertumbuhan industri kreatif. Di samping itu kemapanan industri kreatif juga ditentukan keunggulan bersaing industri kreatif tersebut. Penelitian ini bertujuan untuk mengkaji kontribusi Trio ABG dan Keunggulan Bersaing terhadap pertumbuhan industri kreatif seni pertunjukan di Jawa Timur.Populasi dalam penelitian ini adalah seluruh pemilik/ pengelola industri kreatif dari 14 sektor dengan sampel sebanyak 42 industri kreatif seni pertunjukan.Berdasarkan analisis data deskriptip ditemukan bahwa pemetaan TRIO ABG dalam industri kreatif seni pertunjukan sangat lemah.Demikian juga pemetaan keunggulan bersaing dalam industri kreatif seni pertunjukan belum dapat dikatakan unggul untuk dapat bersaing. ABSTRACT In the face of the ASEAN Economic Community (AEC) era of free markets in Southeast Asia, the business community must take strategic steps in order to face competition from other ASEAN countries, not least the business sector of the creative industries. Fourteen principal creative industries sector which has mapped the Ministry of Trade of the Republic of Indonesia has contributed to GDP is still relatively low, but have the potential for creative industries in East Java is huge. One subsector "performing arts" quite alarming only able to contribute to the creative industries as a whole amounted to 0.10%.Trio ABG often called Triple Helix which is a synergy between Academia, Business, Government is one of the concepts in an effort to boost the growth of the creative industries. In addition, the establishment of creative industries also determined the competitive advantage of the creative industries. This study aims to assess the contribution Trio ABG and Competitive Advantage on the growth of the creative industries in East Java performing arts. The population in this study are all owner / manager of 14 creative industry sectors with a sample of 42 creative arts industry. Based on descriptive data analysis found that the mapping TRIO ABG in the creative industries art show is very weak. Similarly, mapping of the creative industries a competitive advantage in the performing arts can not be said to be superior to compete.

Manufacturing activities of China and the U.S. account for a substantial portion of the global manufacturing output and environmental sustainability impacts. The two countries’ economies account for one third of the global economic output. Their supply chains are critically linked with and serve most of the production and service industries across the globe. Recent global trends in manufacturing necessitate a study that comparatively analyzes the two countries’ manufacturing industries from an economic and environmental perspective. In this paper, U.S. and China manufacturing industries were investigated to analyze the economic and mid and endpoint environmental impacts over a 20-year study period. The literature is abundant with single period and single country focused works, and this study contributes to the state-of-art by extending the temporal dimension to 20 years and spatial focus to the global economy (40 countries and rest of the world). In terms of the methodology, Multi-region input-output (MRIO) models were built using the World Input-Output Database (WIOD) as the primary database, global input-output tables, environmental impact and economic output multipliers, and manufacturing industries’ final demand. Twenty MRIO models, each comprised of 40 major economies and the rest of the world (ROW), were built to cover the global trade linkages, which yielded the global supply chain linked cradle-to-gate life cycle inventory (LCI) of economic outputs and environmental impacts. The environmental LCI was extended to midpoint (Global Warming Potential (GWP) and Ozone Depletion Potential (ODP)) and endpoint (human health and ecosystem) impact dimensions by ReCipe framework. Lastly, the relative impact of a unit change in Leontief inverse, final demand and Green House Gas (GHG) emission multipliers on the total economic output and environmental impacts were explored with structural decomposition analysis (SDA). Results indicated that both countries’ manufacturing industries experienced positive economic output growth, in which China was more dominant in recent years. Both countries’ manufacturing industries’ midpoint and endpoint impacts were found to be steeply rising despite the negative growth observed in emissions intensities. The amount of GHG emissions and related midpoint (global warming and ozone depletion) and endpoint (damage to ecosystems and human life) impacts seemed to be quickly worsening in China compared to the USA.

As the EU is moving towards a low carbon economy and seeks to further develop its renewable energy policy, this paper quantitatively investigates the impact of plausible energy market reforms from the perspective of bio-renewables. Employing a state-of-the-art biobased variant of a computable general equilibrium model, this study assesses the perceived medium-term benefits, risks and trade-offs which arise from an advanced biofuels plan, two exploratory scenarios of a more ‘sustainable’ conventional biofuels plan and a ‘no-mandate’ scenario. Consistent with more recent studies, none of the scenarios considered present significant challenges to EU food-security or agricultural land usage. An illustrative advanced biofuels plan simulation requires non-trivial public support to implement whilst a degree of competition for biomass with (high-value) advanced biomass material industries is observed. On the other hand, it significantly alleviates land use pressures, whilst lignocellulose biomass prices are not expected to increase to unsustainable levels. Clearly, these observations are subject to assumptions on technological change, sustainable biomass limits, expected trends in fossil fuel prices and EU access to third-country trade. With these same caveats in mind, the switch to increased bioethanol production does not result in significant market tensions in biomass markets.

Tourism has been growing and diversifying in recent years to become one of the fastest growing sectors of the economy in the world. Modern tourism is closely linked to economic development and is embracing an increasing number of new destinations. Such dynamics have transformed tourism into a key driver of socioeconomic progress. As for recreational tourism as one of the key species, it not only covers most of the related industries directly or indirectly, including transport, construction, trade, catering, agriculture, housing and communal services, culture, art, sports, etc., but also stimulates their development. The focus of recreational tourism on the sea and ocean coasts has expanded the range of tourism services. Aquaculture, which is becoming more relevant in the context of ecosystem conservation, is one of these areas of activity. Since aquaculture and tourism require certain requirements for water quality and the environment, there is an inevitable conflict of interest between entrepreneurs. And as research has shown, such conflicts have arisen in many countries. It has been found that solving this issue may not be the same for everyone. Only individual management, strategic planning and continuous monitoring will allow the effective development of coastal areas and profit for the country. Independent research conducted by the Scottish Research Forum found no evidence of a negative relationship between aquaculture and recreation. In many cases, aqua farms are of cognitive and gastronomic interest to tourists. The study also does not consider the development of aquaculture to be incompatible with tourism, but on the contrary it is an integrating process. Both industries are important to the economies of the countries, so in every territory where aquaculture and recreation can be mutually beneficial, a balance must be struck between them. The aim of the study is to analyze the specific aspects of aquaculture in Ukraine and in the world. The main objectives of our research are: to explore the role and importance of aspects of the introduction of recreational tourism in aquaculture; to analyze the current state of tourism in the world and its economic indicators; to identify the problems of intensification of recreational tourism in the coastal regions of the world; to offer the own vision of the prospects of integrating aquaculture into recreational tourism. Research methods. To achieve this goal there are used general scientific and special research methods in the work, such as: statistical method is for systematizing economic and statistical information on the development of tourism and aquaculture; methods of analysis and synthesis are for studying the functioning of aquaculture in general and its individual aspects; regional method is for studying the functioning of the industry in regional development; method of economic analysis is implemented in identifying trends, patterns and prospects of tourism and aquaculture.

POLISH INDUSTRIAL LAW 1927-1939Summary Mutual relations between the state and industry have changed substantially in the early twentieth century. Formed the major national ompanies which have obtained legal protection acquired economic position. A manifestation of protective measures was the introduction of the concession to operate certain industrial activities. Duty concession staggered principle of freedom of industry and introduced the principle of regulation (licensing). For the period above accounted for the first codification of Polish coherent industrial such as regulation of the Polish President on 7 June 1927, industrial law, with effect from 16 December 1927, modeled primarily on the Austrian and German law on industrial property. The Act contains no provisions industry standard for the period of capitalism the first quarter of the twentieth century, and is due to the contemporary system of economic relations, which gave her more than once on the archaic nature of some regulation. In addition to the undoubted success of the enactment of uniform laws for the whole country was to move the industry with its provisions explicitly the principle of art. March 101 of the Constitution places the freedom to choose classes and earn money. A reflection of this was the provision of Article. 3 industrial law, under which the industry was to conduct free and allowed anyone, unless the provisions of industrial law did not provide that the exception or limitation. Statutory definition of industry modeled on the achievements of the jurisprudence of the German industrial law, defined it as any employment or business carried out by itself, a commercial and professional use, no matter whether it was the activities of producing, processing, trade, or services. The Act divided the industry into two basic categories: a permanent base– industry-free, fully licensed and crafts as well as no permanent residence (circular). Sometimes a third category of industries considered to run theindustry at the fair. Launch of free industry, with permanent residence, which was not subject to duty concession notice required an industrial power of the first instance. Industrial authority without undue delay seemed receipts stating the order number, under which he was entered in the register of industrial powers. The registration obligation imposed on both individuals and legal persons. Licensed industry was industry, with permanent residence, whose launch was dependent on receipt of the concession. Industrial Law provided a long list of licensed industries, while accepting the principle that only those types of industry should be forced to obtain licenses, that are thus due to the important public interest and national security had to be made subject to strict conditions. Craft was the peculiar kind of industry, with permanent residence, which could be performed only way to craft. Industry without a permanent seat was called industry is defined as a circular gainful employment, self-made, professionally and personally without a permanent seat in the industrial field, for example, selling goods in other places other than goods intended for sale. The person who wanted to lead the industry circular was required to obtain a license, which has provided industrial power of the first instance in the form of an administrative decision. It was not possible to start and perform circular industry before obtaining a license. One of the major forms of trade in the interwar period was the sale takes place at the fair. The activities fair was regulated in the law industry as a special type of industry and subject to strict legal restrictions. The basic condition of business was to obtain a fair municipality’s powers to conduct fair markets (the property or place) and keeping it in the days and hours established in the regulations. In terms of industrial law in the new political and economic conditions have occurred in Poland after 1944. It is very interesting that its provisions were not considered to be contrary to the principles of contemporary legal and political system, becoming the instrument of delivery volume of private economic activity for the so-called national economy. Therefore, the provisions of the Regulation in force until 1972.

Purpose – The purpose of this paper is to analyze the role of institutional distance and host country attractiveness in location determinants of Chinese Foreign investments in EU in the renewable energy sector, taking into account bilateral political and economic relations. Design/methodology/approach – A firm-level Ministry of Commerce (MofCom) database of greenfield and non-greenfield Chinese investments abroad is used. A six fixed-effects logit analysis is performed. Findings – Chinese firms tend to invest in EU countries with reduced rule of law; market affluence is an attraction factor for them, but they do not seem to be human capital asset-seekers. Countries with politically stable environment are most attractive to sales/services subsidiaries; while countries with good control of corruption, low trade barriers and encouraging foreign ownership are most attractive to manufacturing subsidiaries. A large market is the most attractive factor for R & D subsidiaries, and a rich market is the most attractive factor for manufacturing subsidiaries. Manufacturing subsidiaries are more technological asset-seekers. R & D subsidiaries are the most non-human capital asset-seekers. Research limitations/implications – The study extends the state of the art of the literature by developing a theoretical framework, grounded on the influence of host country institutional factors and on endowment of resources on the location choice of Chinese investors. Further variables should be included in the future (industrial specialization of host country, cultural distance, bilateral ties). Practical implications – Policy implications are relevant. They are related both to outward foreign direct investment attraction policies and to Europe-China cooperation dialogue. With reference to attraction policies, as Chinese green firms are technological asset-seekers, more than human capital asset-seekers, EU countries interested in partnering with Chinese investors should develop specific measures targeting encouraging technology spillover. Even R & D subsidiaries should be tempted with technology-oriented measures. With reference to Europe-China cooperation, the paper findings support suggestions for a more active European position on foreign investments in key European energy sectors. Originality/value – The paper is grounded on an improved theoretical model, tested through a unique Mofcom firm-level database. Originality lies in the fact that the authors provide a sectoral insight. The need for sectoral analysis is fundamental as Chinese industrial development and internationalization path vary extensively across industry, due to policy interventions, supportive measures and prioritized initiatives. Zhang et al. (2011, p. 229) found that – specifically – the energy sector is highly sensitive to host country institutional context, therefore Chinese foreign direct investment are more likely to be exposed to regulatory and competitive pressure compared to other industries.

Patients, ultimately consumer in traditional means, and health care systems will not accept new drug that fail to conform to consumer preferences or fail to deliver expected results in real world use because it will lead to increase the lack of patient adherence and that will ultimately cost to Pharmaceutical Industries. If research driven pharmaceutical industries still remain unengaged with patients during the Novel Drug Formulation development, then they are at risk of misinterpreting the need of patient that ultimately likely to have significant financial ramifications. Therefore, developing a therapy that ensure improvement in the lives of patients and their adherence to the therapy should be first rooted through a firm understanding of all aspects of the challenges faced by patients in their daily lives, during treatment, their needs and trade-offs they are willing to make to gain relief prior to conceptualisation of product design, research prioritization, product development, trial design, regulatory approval, access, reimbursement, and treatment decisions.

The objective of this study is to examine the import dependency of domestic food and service sectors in Finland and produce indicators for measuring the import content of these sectors together with the import dependency of the inputs supplied into these sectors. Input–output analysis is utilised to provide the necessary information on the interdependencies and linkages between different industries for both goods and services in the Finnish economy. Primary agriculture, food processing, distribution and food service providers in Finland are heavily dependent on imported fossil fuels concerning energy and chemical inputs, including high reliance on imported supplementary protein feed for livestock production. However, most of the inputs supplied to the Finnish food and service sectors are domestic because only 20% of the total output is dependent on imported goods, services, and capital goods. The rate of self-sufficiency in food supply is high in Finland, but international trade is essential to provide the necessary energy and chemical inputs needed for food production along with livestock’s supplementary protein feed. Replacing fossil energy with sustainable renewable energy will reduce the dependence on Russia for energy supply and promoting human consumption of plant-based foods will reduce the demand for livestock feed.

Abstract In this article, we study the effects of industrial policies on international convergence using a multicountry agent-based model which builds upon Dosi et al. (2019b, J. Econ. Dyn. Control, 101, 101–129). The model features a group of microfounded economies, with evolving industries, populated by heterogeneous firms that compete in international markets. In each country, technological change is driven by firms’ activities of search and innovation, while aggregate demand formation and distribution follow Keynesian dynamics. Interactions among countries take place via trade flows and international technological imitation. We employ the model to assess the different strategies that laggard countries can adopt to catch up with leaders: market-friendly policies; industrial policies targeting the development of firms’ capabilities and R&D investments, as well as trade restrictions for infant industry protection; protectionist policies focusing on tariffs only. We find that markets cannot do the magic: in absence of government interventions, laggards will continue to fall behind. On the contrary, industrial policies can successfully drive international convergence among leaders and laggards, while protectionism alone is not sufficient to support catching up and countries get stuck in a sort of middle-income trap. Finally, in a global trade war, where developed economies impose retaliatory tariffs, both laggards and leaders are worse off and world productivity growth slows down.

This paper examines the relationship between enforcement of intellectual property rights and growth of the creative economy. Intellectual property based creative industries highly contribute towards national economy through trade, value addition, and tax revenues. Size of the global creative economy has almost doubled during 2015 leading it to the figure of $509 billion that was $205 billion during year 2002. It is worth noting that major player in global volume of creative economy are South Asian countries such as China, Hong Kong, Malaysia, India, and Taiwan. Major creative industries include software, pharmaceutical, music, cinema, fashion, design, art, culture, photography, publishing, and other related creative works. Creative industries need support of effective enforcement from intellectual property rights to pay incentive to a creator for its investment of expertise, labour, and finances. In absence of effective intellectual property enforcement and violation of intellectual property rights, innovation may go slow that affects growth of the creative economy. This research highlights potentials of growth of the creative economies in Pakistan in terms of intellectual property rights.

Abstract: In this paper we argue that the performance and actions of companies in the cultural industries can only be understood in the context of the environment in which the industries operate. We examine the microeconomic environment, the regulatory environment, the technological environment, and the global competitive environment of the cultural industries and consider some of the implications for public policy and for the conduct and competitive strategies of companies. The approach adopted is to identify the major issues, provide a state-of-the-art review of the literature, and identify where additional research is needed. The argument is made that economic analysis of the environment is essential to an understanding of the conduct of companies in cultural industries. Such economic analysis permits explanation of, for example, how companies are likely to respond to changes in the external environment, why products of the cultural industries are traded extensively, why the U.S. dominates that trade, and why some particular business strategies are increasingly important. We argue that economic analysis is a prerequisite to sound public policy formulation because companies tend to respond to regulations according to their economic interests. Résumé: Dans cet article, nous affirmons que les actions et les résultats d'entreprises dans les industries culturelles ne peuvent être comprises qu'en faisant référence au milieu où ces industries fonctionnent. En conséquence, nous examinons les milieux de la micro-économie, de la réglementation, de la technologie et de la concurrence globale des industries culturelles, et considérons quelques-uns de leurs effets sur la politique publique et la conduite et les stratégies compétitives des compagnies. L'approche adoptée consiste à identifier les questions majeures, effectuer un examen très actuel de la documentation sur le sujet, et identifier quelles recherches additionnelles seraient requises. Nous affirmons que l'analyse économique du milieu est essentielle afin de comprendre pourquoi les entreprises dans les industries culturelles agissent comme elles le font. Une telle analyse économique peut nous permettre par exemple d'expliquer comment les entreprises réagiraient face à un changement dans l'environnement externe, pourquoi les produits des industries culturelles font l'objet d'un commerce si intense, pourquoi les États-Unis dominent ce commerce, et pourquoi certaines stratégies commerciales deviennent de plus en plus importantes. Nous affirmons que l'analyse économique est une condition préalable à la formulation d'une politique publique saine, parce que les entreprises tendent à privilégier leurs intérêts économiques quand ils réagissent à de nouvelles réglementations.

With the emergence and expansion of post-manufacturing knowledge economies, formerly industrial inner cities in the West have become intensified staging grounds for a range of spatial claims. Among these are processes of residential gentrification, the cultural politics of heritage preservation, the struggles for community development, and the growth of creative industries, such as art, design, architecture, publishing and film, which I focus on here.1 Throughout the last two decades in the UK, inner cities and central city fringe districts have been subject to an assortment of strategies that have endeavored to revitalize them economically and socially. Prominent among these attempts has been the encouragement of new, and the incubation of existing, small-scale creative enterprises. Regeneration executives choose these enterprises for a range of reasons. Creative activities are associated with popular culture that disaffected, unemployed youth find appealing; they are able to occupy and rehabilitate underused existing building stock and to sensitively recycle historic buildings, thereby preserving urban scales; and, as a number of scholars have pointed out, they exhibit transaction-rich, network-intensive organization (Castells 1992; Lash and Urry 1994; Scott 2000). As a result, concerted efforts to design creative industry quarters have sprung up across the UK, including Sheffield, Manchester, Glasgow, and Birmingham. In London, a whole band of formerly industrial, inner-city districts from King's Cross, down through Clerkenwell, Hoxton, Shoreditch and Spitalfields, and along the wharves of the Thames's South Bank, are being or have been revitalized in part through the strategic deployment of creative industries. Certainly, how creative industries and economies develop varies. At King's Cross, nonprofit and commercial creative companies have emerged quietly in a context of protracted struggle over the future of the Railway Lands, which will be reshaped by the coming terminus of the Channel Tunnel Rail Link. At Spitalfields, high-profile conversions of Truman Brewery and the Spitalfields Market site into artisanal stalls, creative businesses, and leisure (café, restaurant, and sport) facilities are generating a new local creative economy, bringing in visitors and creating new customer bases for Spitalfields' Bangladeshi restaurant keepers and garment entrepreneurs.2 Whatever the conditions for growth, creative industries have been aided by the rhetoric of Cool Britannia and New Labour's cultural -- or more accurately --creative industrial policy. I would even put forth that, in the form of the creative quarter, the creative industries represent the urbanist logic of Cool Britannia, threatening to elaborate, following the other logics of BritArt and BritPop, a BritSpace. Now, according to some of Britain's foremost cultural critics, Cool Britannia was born sometime in 1996 in the Sunday Times, and died two years later, soon after a piece in the New Musical Express that showcased young musician discontent with New Labour creative industrial policy (Hewison 1996; McRobbie 1999, 4). Yet, before we close the casket, I want to suggest that Cool Britannia be understood as a symptom of a range of 'causes' that have been transforming the idioms of politics, governance, culture, citizenship, social organization; and, as the creative quarter evokes, the city. An itinerary of these causes would include: the expansion of a consumer-driven service/knowledge economy; the growth and globalization of communication and information technologies; the 'flexibilization' of regimes of production; the mutation of the function of the welfare state and corresponding meaning of citizenship; and, the dominance of intellectual property notions of culture. While these shifts are transforming societies around the world, in the UK, they became closely identified with New Labour and its attempts to institutionalize the rhetoric of the Third Way during the late 1990s (e.g., Blair 1998; Giddens 1998). In imagining itself as a force of change, New Labour capitalized on two events that gave birth to Cool Britannia: (1) the glamorization of British art and young British artists in the mid-1990s; and (2) the emergence of a discourse of 'rebranding' Britain, disseminating from reports from brand specialists Wolff Olins and think tank Demos (Bobby 1999).3 The first, producing the nBA (new British Art) and the yBAs (young British Artists) are media events with their own genealogies that have received copious critical attention (e.g., Ford 1996; McRobbie 1999; Roberts 1996, 1998; Stallabrass 1999; Suchin 1998). This glamorization involved the discovery of the artists by the mainstream media and a focus on artistic entrepreneurship in creating, shaping and responding to an enlarged market for cultural products. In the process, some of these artists effectively became brands, authoring, legitimating and licensing a certain kind of ironic, post-political art that was palatable to the international art market.4 The second cause stems from responses to anxiety over post-imperial Britain's future in a post-manufacturing, globalized, knowledge economy. For both the Demos thinkers and Wolff Olins consultants, these were centered on the need to re-imagine British national subjectivity as if it were a commercial brand. The discourse of branding is tangential to that of intellectual property, in which brands are value codings managed through networks of trademarks, patents, copyrights and royalties. Rosemary Coombe (1998) has written, albeit in a different political context, on the increasing dominance of notions of culture defined through intellectual property, and adjudicated by international trade experts. Indeed, New Labour creative industrial policies, as demonstrated in former Culture Secretary, Chris Smith's, essays that linked creativity, entrepreneurship and economic growth (Smith 1998) and initiatives under the Creative Industries Mapping Document (DCMS 2001) reveal how the relationship between the state and national culture is being renegotiated. Less meaningful is the state that served as sponsor or patron of cultural activities for its citizens. Rather, under New Labour, as Nikolas Rose argues (1999), and critics of New Labour cultural policy interrogate (Greenhalgh 1998; Littler 2000), the state is an enabler, partnering with entrepreneurs, small-scale firms, and multinational enterprises to promote the traffic in cultural property. How such a shift affects the production of urban space, and the future meanings attached to the British city remain to be explored. In the context of the American city, M. Christine Boyer (1995), elaborates how an iterative regime of architectural styles and planning ethics functions as a late capitalist cultural logic of urbanism that discards elements, often in decaying and abandoned sections, that cannot be easily incorporated. Borrowing on Kevin Lynch's (1960) notion of the imageable city, she writes: physically, these spaces are linked imaginatively to each other, to other cities, and to a common history of cultural interpretations (82). Within this scenario, the elements of the creative quarter copy, print, art supply and film developing stores, hip cafes and restaurants, galleries, studios, loft conversions and street furniture are gradually linked together to form a recognizable and potentially iterative matrix, overlaid on the disused former industrial district. Moreover, as a prominent, coordinated technique in the revitalization strategies of British cities, and given the aftermath of Cool Britannia, the creative quarter must be seen also as a symptom of a symptom. For, if Cool Britannia is itself produced through the application of branding discourse to the level of national subjectivity, and to the glamorization of the artist, then it is only a short step to contemplate the urbanist logic of the creative quarter as BritSpaceâ„¢. Notes 1. A creative industry is one that has its origin in individual creativity, skill and talent and which [has] a potential for wealth and job creation through the generation and exploitation of intellectual property. I am following the definition of creative industries used by the UK Department of Culture, Media and Sport. It was first used in the Creative Industries Mapping Document, released in November 1998 and was maintained in the second, more extensive mapping exercise in February 2001. The list of activities designated as creative are: advertising, architecture, art and antiques, crafts, design, designer fashion, film and video, interactive leisure software, music, the performing arts, publishing, software and computer services, television and radio. 2. I discuss the emergence of creative enterprises at King's Cross and Spitalfields at length in my doctoral dissertation (Deckha 2000). 3. As Bobby (1999) reports, the Wolff Olins consultants commented that looking at business attitudes towards national identity and UK industry found that 72% of the world's leading companies believe a national image is important when making purchase decisions. In light of this, and worryingly for British business, only 36% of our respondents felt that a 'made in the UK' label would influence their decision positively. 4. Lash and Urry describe this process of branding in the creative or cultural industries: What (all) the culture industries produce becomes increasingly, not like commodities but advertisements. As with advertising firms, the culture industries sell not themselves but something else and they achieve this through 'packaging'. Also like advertising firms, they sell 'brands' of something else. And they do this through the transfer of value through images (1994, 138). References Blair T. (1998) The Third Way: New Politics for a New Century. The Fabian Society, London. Bobby D. (1999) Original Britain' could succeed where 'Cool Britannia' failed Brand Strategy November 22: 6. Boyer M C. (1995) The Great Frame-Up: Fantastic appearances in contemporary spatial politics, Liggett H., Perry D. C., eds. Spatial Practices. Sage, New York. 81-109. Castells M. (1992) The Rise of the Network Society. Blackwell, Oxford. Coombe R. (1998) The Cultural Life of Intellectual Properties. Duke University Press, Durham, NC. Deckha N. (2000) Repackaging the Inner City: Historic Preservation, Community Development, and the Emergent Cultural Quarter in London. Unpublished MS, Rice University. Department of Culture, Media and Sport [DCMS]. (2001) Creative industries mapping document [http://www.culture.gov.uk/creative/pdf/p...] Ford S. (1996) Myth Making Art Monthly March: 194. Giddens A. (1998) The Third Way. Polity, Cambridge. Greenhalgh L. (1998) From Arts Policy to Creative Economy Media International Australia Incorporating Culture and Policy, 87, May: 84-94. Hewison R. (1996) Cool Britannia Sunday Times, 19 May. Lash S. and Urry J. (1994) Economies of Signs and Space. Sage, London. Littler J. (2000) Creative Accounting: Consumer Culture, The 'Creative Economy' and the Cultural Policies of New Labour in Bewes T. and Gilbert J. eds. Cultural Capitalism. Lawrence & Wishart, London. 203-222. Lynch K. (1960) The Image of the City. MIT Press, Cambridge, Mass. McRobbie A. (1999) In the Culture Society. Routledge, London. Roberts J. (1996) Mad for it!: Philistinism, the everyday and new British art Third Text, 35 (Summer): 29-42. Roberts J. (1998) Pop Art, the Popular and British Art of the 1990s in McCorquodale D. et al, eds. Occupational Hazard. Black Dog, London. 53-78. Rose N. (1999) Inventiveness in politics: review of Anthony Giddens, The Third Way Economy and Society, 28.3: 467-493. Scott A.J. (2000) The Cultural Economy of Cities. University of California Press, Berkeley, CA. Smith C. (1998) Creative Britain. Faber and Faber, London. Stallabrass J. (1999) High Art Lite. Verso, London. Suchin P. (1998) After a Fashion: Regress as Progress in Contemporary British Art in McCorquodale D. et al, eds. Occupational Hazard. Black Dog, London. 95-110. Links http://www.culture.gov.uk/creative/pdf/part1.pdf Citation reference for this article MLA Style Deckha, Nityanand. "Britspaceâ„¢?" M/C: A Journal of Media and Culture 5.2 (2002). [your date of access] < http://www.media-culture.org.au/0205/britspace.php>. Chicago Style Deckha, Nityanand, "Britspaceâ„¢?" M/C: A Journal of Media and Culture 5, no. 2 (2002), < http://www.media-culture.org.au/0205/britspace.php> ([your date of access]). APA Style Deckha, Nityanand. (2002) Britspaceâ„¢?. M/C: A Journal of Media and Culture 5(2). < http://www.media-culture.org.au/0205/britspace.php> ([your date of access]).

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

Conurbation [f. CON- + L. urb- and urbs city + -ation] An aggregation of urban areas. (OED) Beyond the urban, further and lower even than the suburban, lies the con-urban. The conurban: with the urban, partaking of the urbane, lying against but also perhaps pushing against or being contra the urban. Conurbations stretch littorally from Australian cities, along coastlines to other cities, joining cities through the passage of previously outlying rural areas. Joining the dots between cities, towns, and villages. Providing corridors between the city and what lies outside. The conurban is an accretion, an aggregation, a piling up, or superfluity of the city: Greater London, for instance. It is the urban plus, filling the gaps between cities, as Los Angeles oozing urbanity does for the dry, desert areas abutting it (Davis 1990; Soja 1996). I wish to propose that the conurban imaginary is a different space from its suburban counterpart. The suburban has provided a binary opposition to what is not the city, what lies beneath its feet, outside its ken. Yet it is also what is greater than the urban, what exceeds it. In modernism, the city and its denizens define themselves outside what is arrayed around the centre, ringing it in concentric circles. In stark relief to the modernist lines of the skyscraper, contrasting with the central business district, central art galleries and museums, is to be found the masses in the suburbs. The suburban as a maligned yet enabling trope of modernism has been long revalued, in the art of Howard Arkeley, and in photography of suburban Gothic. It comes as no surprise to read a favourable newspaper article on the Liverpool Regional Art Gallery, in Sydney's Western Suburbs, with its exhibition on local chicken empires, Liverpool sheds, or gay and lesbians living on the city fringe. Nor to hear in the third way posturing of Australian Labor Party parliamentarian Mark Latham, the suburbs rhetorically wielded, like a Victa lawn mover, to cut down to size his chardonnay-set inner-city policy adversaries. The politics of suburbia subtends urban revisionism, reformism, revanchism, and recidivism. Yet there is another less exhausted, and perhaps exhaustible, way of playing the urban, of studying the metropolis, of punning on the city's proper name: the con-urban. World cities, as Saskia Sassen has taught us, have peculiar features: the juxtaposition of high finance and high technology alongside subaltern, feminized, informal economy (Sassen 1998). The Australian city proudly declared to be a world city is, of course, Sydney while a long way from the world's largest city by population, it is believed to be the largest in area. A recent newspaper article on Brisbane's real estate boom, drew comparisons with Sydney only to dismiss them, according to one quoted commentator, because as a world city, Sydney was sui generis in Australia, fairly requiring comparison with other world cities. One form of conurbanity, I would suggest, is the desire of other settled areas to be with the world city. Consider in this regard, the fate of Byron Bay a fate which lies very much in the balance. Byron Bay is sign that circulates in the field of the conurban. Craig MacGregor has claimed Byron as the first real urban culture outside an Australian city (MacGregor 1995). Local residents hope to keep the alternative cultural feel of Byron, but to provide it with a more buoyant economic outlook. The traditional pastoral, fishing, and whaling industries are well displaced by niche handicrafts, niche arts and craft, niche food and vegetables, a flourishing mind, body and spirit industry, and a booming film industry. Creative arts and cultural industries are blurring into creative industries. The Byron Bay area at the opening of the twenty-first century is attracting many people fugitive from the city who wish not to drop out exactly; rather to be contra wishes rather to be gently contrary marked as distinct from the city, enjoying a wonderful lifestyle, but able to persist with the civilizing values of an urban culture. The contemporary figure of Byron Bay, if such a hybrid chimera may be represented, wishes for a conurbanity. Citizens relocate from Melbourne, Canberra, and Sydney, seeking an alternative country and coastal lifestyle and, if at all possible, a city job (though without stress) (on internal migration in Australia see Kijas 2002): Hippies and hip rub shoulders as a sleepy town awakes (Still Wild About Byron, (Sydney Morning Herald, 1 January 2002). Forerunners of Byron's conurbanity leave, while others take their place: A sprawling $6.5 million Byron Bay mansion could be the ultimate piece of memorabilia for a wealthy fan of larrikin Australian actor Paul Hogan (Hoges to sell up at Byron Bay, Illawarra Mercury, 14 February 2002). The ABC series Seachange is one key text of conurbanity: Laura Gibson has something of a city job she can ply the tools of her trade as a magistrate while living in an idyllic rural location, a nice spot for a theme park of contemporary Australian manners and nostalgia for community (on Sea Change see Murphy 2002). Conurban designates a desire to have it both ways: cityscape and pastoral mode. Worth noting is that the Byron Shire has its own independent, vibrant media public sphere, as symbolized by the Byron Shire Echo founded in 1986, one of the great newspapers outside a capital city (Martin & Ellis 2002): <http://www.echo.net.au>. Yet the textual repository in city-based media of such exilic narratives is the supplement to the Saturday broadsheet papers. A case in point is journalist Ruth Ostrow, who lives in hills in the Byron Shire, and provides a weekly column in the Saturday Australian newspaper, its style gently evocative of just one degree of separation from a self-parody of New Age mores: Having permanently relocated to the hills behind Byron Bay from Sydney, it's interesting for me to watch friends who come up here on holiday over Christmas… (Ostrow 2002). The Sydney Morning Herald regards Byron Bay as another one of its Northern beaches, conceptually somewhere between Palm Beach and Pearl Beach, or should one say Pearl Bay. The Herald's fascination for Byron Bay real estate is coeval with its obsession with Sydney's rising prices: Byron Bay's hefty price tags haven't deterred beach-lovin' boomers (East Enders, Sydney Morning Herald 17 January 2002). The Australian is not immune from this either, evidence 'Boom Times in Byron', special advertising report, Weekend Australia, Saturday 2 March 2002. And plaudits from The Financial Review confirm it: Prices for seafront spots in the enclave on the NSW north coast are red hot (Smart Property, The Financial Review, 19 January 2002). Wacky North Coast customs are regularly covered by capital city press, the region functioning as a metonym for drugs. This is so with Nimbin especially, with regular coverage of the Nimbin Mardi Grass: Mardi Grass 2001, Nimbin's famous cannabis festival, began, as they say, in high spirits in perfect autumn weather on Saturday (Oh, how they danced a high old time was had by all at the Dope Pickers' Ball, Sydney Morning Herald, 7 May 2001). See too coverage of protests over sniffer dogs in Byron Bay in Easter 2001 showed (Peatling 2001). Byron's agony over its identity attracts wider audiences, as with its quest to differentiate itself from the ordinariness of Ballina as a typical Aussie seaside town (Buttrose 2000). There are national metropolitan audiences for Byron stories, readers who are familiar with the Shire's places and habits: Lismore-reared Emma Tom's 2002 piece on the politics of perving at King's beach north of Byron occasioned quite some debate from readers arguing the toss over whether wanking on the beach was perverse or par for the course: Public masturbation is a funny old thing. On one hand, it's ace that some blokes feel sexually liberated enough to slap the salami any old time… (Tom 2002). Brisbane, of course, has its own designs upon Byron, from across the state border. Brisbane has perhaps the best-known conurbation: its northern reaches bleed into the Sunshine Coast, while its southern ones salute the skyscrapers of Australia's fourth largest city, the Gold Coast (on Gold Coast and hinterland see Griffin 2002). And then the conburbating continues unabated, as settlement stretches across the state divide to the Tweed Coast, with its mimicking of Sanctuary Cove, down to the coastal towns of Ocean Shores, Brunswick Heads, Byron, and through to Ballina. Here another type of infrastructure is key: the road. Once the road has massively overcome the topography of rainforest and mountain, there will be freeway conditions from Byron to Brisbane, accelerating conurbanity. The caf is often the short-hand signifier of the urban, but in Byron Bay, it is film that gives the urban flavour. Byron Bay has its own International Film Festival (held in the near-by boutique town of Bangalow, itself conurban with Byron.), and a new triple screen complex in Byron: Up north, film buffs Geraldine Hilton and Pete Castaldi have been busy. Last month, the pair announced a joint venture with Dendy to build a three-screen cinema in the heart of Byron Bay, scheduled to open mid-2002. Meanwhile, Hilton and Castaldi have been busy organising the second Byron All Screen Celebration Film Festival (BASC), after last year's inaugural event drew 4000 visitors to more than 50 sessions, seminars and workshops. Set in Bangalow (10 minutes from Byron by car, less if you astral travel)… (Cape Crusaders, Sydney Morning Herald, 15 February 2002). The film industry is growing steadily, and claims to be the largest concentration of film-makers outside of an Australian capital city (Henkel 2000 & 2002). With its intimate relationship with the modern city, film in its Byron incarnation from high art to short video, from IMAX to multimedia may be seen as the harbinger of the conurban. If the case of Byron has something further to tell us about the transformation of the urban, we might consider the twenty-first century links between digital communications networks and conurbanity. It might be proposed that telecommunications networks make it very difficult to tell where the city starts and ends; as they interactively disperse information and entertainment formerly associated with the cultural institutions of the metropolis (though this digitization of urbanity is more complex than hyping the virtual suggest; see Graham & Marvin 1996). The bureau comes not just to the 'burbs, but to the backblocks as government offices are closed in country towns, to be replaced by online access. The cinema is distributed across computer networks, with video-on-demand soon to become a reality. Film as a cultural form in the process of being reconceived with broadband culture (Jacka 2001). Global movements of music flow as media through the North Coast, with dance music culture and the doof (Gibson 2002). Culture and identity becomes content for the information age (Castells 1996-1998; Cunningham & Hartley 2001; OECD 1998; Trotter 2001). On e-mail, no-one knows, as the conceit of internet theory goes, where you work or live; the proverbial refashioning of subjectivity by the internet affords a conurbanity all of its own, a city of bits wherever one resides (Mitchell 1995). To render the digital conurban possible, Byron dreams of broadband. In one of those bizarre yet recurring twists of Australian media policy, large Australian cities are replete with broadband infrastructure, even if by 2002 city-dwellers are not rushing to take up the services. Telstra's Foxtel and Optus's Optus Vision raced each other down streets of large Australian cities in the mid-1990s to lay fibre-coaxial cable to provide fast data (broadband) capacity. Cable modems and quick downloading of video, graphics, and large files have been a reality for some years. Now the Asymmetrical Digital Subscriber Line (ADSL) technology is allowing people in densely populated areas close to their telephone exchanges to also avail themselves of broadband Australia. In rural Australia, broadband has not been delivered to most areas, much to the frustration of the conurbanites. Byron Bay holds an important place in the history of the internet in Australia, because it was there that one of Australia's earliest and most important internet service providers, Pegasus Network, was established in the late 1980s. Yet Pegasus relocated to Brisbane in 1993, because of poor quality telecommunications networks (Peters 1998). As we rethink the urban in the shadow of modernity, we can no longer ignore or recuse ourselves from reflecting upon its para-urban modes. As we deconstruct the urban, showing how the formerly pejorative margins actually define the centre the suburban for instance being more citified than the grand arcades, plazas, piazzas, or malls; we may find that it is the conurban that provides the cultural imaginary for the urban of the present century. Work remains to be done on the specific modalities of the conurban. The conurban has distinct temporal and spatial coordinates: citizens of Sydney fled to Manly earlier in the twentieth century, as they do to Byron at the beginning of the twenty-first. With its resistance to the transnational commercialization and mass culture that Club Med, McDonalds, and tall buildings represent, and with its strict environment planning regulation which produce a litigious reaction (and an editorial rebuke from the Sydney Morning Herald [SMH 2002]), Byron recuperates the counter-cultural as counterpoint to the Gold Coast. Subtle differences may be discerned too between Byron and, say, Nimbin and Maleny (in Queensland), with the two latter communities promoting self-sufficient hippy community infused by new agricultural classes still connected to the city, but pushing the boundaries of conurbanity by more forceful rejection of the urban. Through such mapping we may discover the endless attenuation of the urban in front and beyond our very eyes; the virtual replication and invocation of the urban around the circuits of contemporary communications networks; the refiguring of the urban in popular and elite culture, along littoral lines of flight, further domesticating the country; the road movies of twenty-first century freeways; the perpetuation and worsening of inequality and democracy (Stilwell 1992) through the action of the conurban. Cities without bounds: is the conurban one of the faces of the postmetropolis (Soja 2000), the urban without end, with no possibility for or need of closure? My thinking on Byron Bay, and the Rainbow Region in which it is situated, has been shaped by a number of people with whom I had many conversations during my four years living there in 1998-2001. My friends in the School of Humanities, Media, and Cultural Studies, Southern Cross University, Lismore, provided focus for theorizing our ex-centric place, of whom I owe particular debts of gratitude to Baden Offord (Offord 2002), who commented upon this piece, and Helen Wilson (Wilson 2002). Thanks also to an anonymous referee for helpful comments. References Buttrose, L. (2000). Betray Byron at Your Peril. Sydney Morning Herald 7 September 2000. Castells, M. (1996-98). The Information Age. 3 vols. Blackwell, Oxford. Cunningham, S., & Hartley, J. (2001). Creative Industries from Blue Poles to Fat Pipes. Address to the National Humanities and Social Sciences Summit, National Museum of Canberra. July 2001. Davis, M. (1990). City of Quartz: Excavating the Future in Los Angeles. Verso, London. Gibson, C. (2002). Migration, Music and Social Relations on the NSW Far North Coast. Transformations, no. 2. <http://www.ahs.cqu.edu.au/transformation...>. Graham, S., and Marvin, S. (1996). Telecommunications and the City: Electronic Spaces, Urban Places. Routledge, London & New York. Griffin, Graham. (2002). Where Green Turns to Gold: Strip Cultivation and the Gold Coast Hinterland. Transformations, no. 2. <http://www.ahs.cqu.edu.au/transformation...> Henkel, C. (2002). Development of Audiovisual Industries in the Northern Rivers Region of NSW. Master thesis. Queensland University of Technology. . (2000). Imagining the Future: Strategies for the Development of 'Creative Industries' in the Northern Rivers Region of NSW. Northern Rivers Regional Development Board in association with the Northern Rivers Area Consultative Committee, Lismore, NSW. Jacka, M. (2001). Broadband Media in Australia Tales from the Frontier, Australian Film Commission, Sydney. Kijas, J. (2002). A place at the coast: Internal migration and the shift to the coastal-countryside. Transformations, no. 2. <http://www.ahs.cqu.edu.au/transformation...>. MacGregor, Craig. (1995). The Feral Signifier and the North Coast. In The Abundant Culture: Meaning And Significance in Everyday Australia, ed. Donald Horne & Jill Hooten. Allen and Unwin, Sydney. Martin, F., & Ellis, R. (2002). Dropping in, not out: the evolution of the alternative press in Byron Shire 1970-2001. Transformations, no. 2. <http://www.ahs.cqu.edu.au/transformation...>. Mitchell, W.J. (1995). City of Bits: Space, Place, and the Infobahn. MIT Press, Cambridge, Mass. Molnar, Helen. (1998). 'National Convergence or Localism?: Rural and Remote Communications.' Media International Australia 88: 5-9. Moyal, A. (1984). Clear Across Australia: A History of Telecommunications. Thomas Nelson, Melbourne. Murphy, P. (2002). Sea Change: Re-Inventing Rural and Regional Australia. Transformations, no. 2. <http://www.ahs.cqu.edu.au/transformation...>. Offord, B. (2002). Mapping the Rainbow Region: Fields of belonging and sites of confluence. Transformations, no. 2. <http://www.ahs.cqu.edu.au/transformation...>. Organisation for Economic Cooperation and Development (OECD). (1998). Content as a New Growth Industry: Working Party for the Information Economy. OECD, Paris. Ostrow, R. (2002). Joyous Days, Childish Ways. The Australian, 9 February. Peatling, S. (2001). Keep Off Our Grass: Byron stirs the pot over sniffer dogs. Sydney Morning Herald. 16 April. <http://www.smh.com.au/news/0104/14/natio...> Peters, I. (1998). Ian Peter's History of the Internet. Lecture at Southern Cross University, Lismore. CD-ROM. Produced by Christina Spurgeon. Faculty of Creative Industries, Queensland University of Technology, Brisbane. Productivity Commission. (2000). Broadcasting Inquiry: Final Report, Melbourne, Productivity Commission. Sassen, S. (1998). Globalisation and its Contents: Essays on the New Mobility of People and Money. New Press, New York. Soja, E. (2000). Postmetropolis: critical studies of cities and regions. Blackwell, Oxford. . (1996). Thirdspace: journeys to Los Angeles and other real-and-imagined places. Blackwell, Cambridge, Mass. Stilwell, F. (1992). Understanding Cities and Regions: Spatial Political Economy. Pluto Press, Sydney. Sydney Morning Herald (SMH). (2002). Byron Should Fix its own Money Mess. Editorial. 5 April. Tom, E. (2002). Flashing a Problem at Hand. The Weekend Australian, Saturday 12 January. Trotter, R. (2001). Regions, Regionalism and Cultural Development. Culture in Australia: Policies, Publics and Programs. Ed. Tony Bennett and David Carter. Cambridge University Press, Cambridge. 334-355. Wilson, H., ed. (2002). Fleeing the City. Special Issue of Transformations journal, no. 2. < http://www.ahs.cqu.edu.au/transformation...>. Links http://www.echo.net.au http://www.smh.com.au/news/0104/14/national/national3.html http://www.ahs.cqu.edu.au/transformations/journal/issue2/issue.htm Citation reference for this article MLA Style Goggin, Gerard. "Conurban" M/C: A Journal of Media and Culture 5.2 (2002). [your date of access] < http://www.media-culture.org.au/0205/conurban.php>. Chicago Style Goggin, Gerard, "Conurban" M/C: A Journal of Media and Culture 5, no. 2 (2002), < http://www.media-culture.org.au/0205/conurban.php> ([your date of access]). APA Style Goggin, Gerard. (2002) Conurban. M/C: A Journal of Media and Culture 5(2). < http://www.media-culture.org.au/0205/conurban.php> ([your date of access]).

The 2000s have been a lively decade for cities. The Worldwatch Institute estimated that 2007 was the first year in human history that more people worldwide lived in cities than the countryside. Globalisation and new digital media technologies have generated the seemingly paradoxical outcome that spatial location came to be more rather than less important, as combinations of firms, industries, cultural activities and creative talents have increasingly clustered around a select node of what have been termed “creative cities,” that are in turn highly networked into global circuits of economic capital, political power and entertainment media. Intellectually, the period has seen what the UCLA geographer Ed Soja refers to as the spatial turn in social theory, where “whatever your interests may be, they can be significantly advanced by adopting a critical spatial perspective” (2). This is related to the dynamic properties of socially constructed space itself, or what Soja terms “the powerful forces that arise from socially produced spaces such as urban agglomerations and cohesive regional economies,” with the result that “what can be called the stimulus of socio-spatial agglomeration is today being assertively described as the primary cause of economic development, technological innovation, and cultural creativity” (14). The demand for social justice in cities has, in recent years, taken the form of “Right to the City” movements. The “Right to the City” movement draws upon the long tradition of radical urbanism in which the Paris Commune of 1871 features prominently, and which has both its Marxist and anarchist variants, as well as the geographer Henri Lefebvre’s (1991) arguments that capitalism was fundamentally driven by the production of space, and that the citizens of a city possessed fundamental rights by virtue of being in a city, meaning that political struggle in capitalist societies would take an increasingly urban form. Manifestations of contemporary “Right to the City” movements have been seen in the development of a World Charter for the Right to the City, Right to the City alliances among progressive urban planners as well as urban activists, forums that bring together artists, architects, activists and urban geographers, and a variety of essays on the subject by radical geographers including David Harvey, whose work I wish to focus upon here. In his 2008 essay "The Right to the City," Harvey presents a manifesto for 21st century radical politics that asserts that the struggle for collective control over cities marks the nodal point of anti-capitalist movements today. It draws together a range of strands of arguments recognizable to those familiar with Harvey’s work, including Marxist political economy, the critique of neoliberalism, the growth of social inequality in the U.S. in particular, and concerns about the rise of speculative finance capital and its broader socio-economic consequences. My interest in Harvey’s manifesto here arises not so much from his prognosis for urban radicalism, but from how he understands the suburban in relation to this urban class struggle. It is an important point to consider because, in many parts of the world, growing urbanisation is in fact growing suburbanisation. This is the case for U.S. cities (Cox), and it is also apparent in Australian cities, with the rise in particular of outer suburban Master Planned Communities as a feature of the “New Prosperity” Australia has been experiencing since the mid 1990s (Flew; Infrastructure Australia). What we find in Harvey’s essay is that the suburban is clearly sub-urban, or an inferior form of city living. Suburbs are variously identified by Harvey as being:Sites for the expenditure of surplus capital, as a safety valve for overheated finance capitalism (Harvey 27);Places where working class militancy is pacified through the promotion of mortgage debt, which turns suburbanites into political conservatives primarily concerned with maintaining their property values;Places where “the neoliberal ethic of intense possessive individualism, and its cognate of political withdrawal from collective forms of action” are actively promoted through the proliferation of shopping malls, multiplexes, franchise stores and fast-food outlets, leading to “pacification by cappuccino” (32);Places where women are actively oppressed, so that “leading feminists … [would] proclaim the suburb as the locus of all their primary discontents” (28);A source of anti-capitalist struggle, as “the soulless qualities of suburban living … played a critical role in the dramatic events of 1968 in the US [as] discontented white middle-class students went into a phase of revolt, sought alliances with marginalized groups claiming civil rights and rallied against American imperialism” (28).Given these negative associations, one could hardly imagine citizens demanding the right to the suburb, in the same way as Harvey projects the right to the city as a rallying cry for a more democratic social order. Instead, from an Australian perspective, one is reminded of the critiques of suburbia that have been a staple of radical theory from the turn of the 20th century to the present day (Collis et. al.). Demanding the “right to the suburb” would appear here as an inherently contradictory demand, that could only be desired by those who the Australian radical psychoanalytic theorist Douglas Kirsner described as living an alienated existence where:Watching television, cleaning the car, unnecessary housework and spectator sports are instances of general life-patterns in our society: by adopting these patterns the individual submits to a uniform life fashioned from outside, a pseudo-life in which the question of individual self-realisation does not even figure. People live conditioned, unconscious lives, reproducing the values of the system as a whole (Kirsner 23). The problem with this tradition of radical critique, which is perhaps reflective of the estrangement of a section of the Australian critical intelligentsia more generally, is that most Australians live in suburbs, and indeed seem (not surprisingly!) to like living in them. Indeed, each successive wave of migration to Australia has been marked by families seeking a home in the suburbs, regardless of the housing conditions of the place they came from: the demand among Singaporeans for large houses in Perth, or what has been termed “Singaperth,” is one of many manifestations of this desire (Lee). Australian suburban development has therefore been characterized by a recurring tension between the desire of large sections of the population to own their own home (the fabled quarter-acre block) in the suburbs, and the condemnation of suburban life from an assortment of intellectuals, political radicals and cultural critics. This was the point succinctly made by the economist and urban planner Hugh Stretton in his 1970 book Ideas for Australian Cities, where he observed that “Most Australians choose to live in suburbs, in reach of city centres and also of beaches or countryside. Many writers condemn this choice, and with especial anger or gloom they condemn the suburbs” (Stretton 7). Sue Turnbull has observed that “suburbia has come to constitute a cultural fault-line in Australia over the last 100 years” (19), while Ian Craven has described suburbia as “a term of contention and a focus for fundamentally conflicting beliefs” in the Australian national imaginary “whose connotations continue to oscillate between dream and suburban nightmare” (48). The tensions between celebration and critique of suburban life play themselves out routinely in the Australian media, from the sun-lit suburbanism of Australia’s longest running television serial dramas, Neighbours and Home and Away, to the pointed observational critiques found in Australian comedy from Barry Humphries to Kath and Kim, to the dark visions of films such as The Boys and Animal Kingdom (Craven; Turnbull). Much as we may feel that the diagnosis of suburban life as a kind of neurotic condition had gone the way of the concept album or the tie-dye shirt, newspaper feature writers such as Catherine Deveny, writing in The Age, have offered the following as a description of the Chadstone shopping centre in Melbourne’s eastern suburbChadstone is a metastasised tumour of offensive proportions that's easy to find. You simply follow the line of dead-eyed wage slaves attracted to this cynical, hermetically sealed weatherless biosphere by the promise a new phone will fix their punctured soul and homewares and jumbo caramel mugachinos will fill their gaping cavern of disappointment … No one looks happy. Everyone looks anaesthetised. A day spent at Chadstone made me understand why they call these shopping centres complexes. Complex as in a psychological problem that's difficult to analyse, understand or solve. (Deveny) Suburbanism has been actively promoted throughout Australia’s history since European settlement. Graeme Davison has observed that “Australia’s founders anticipated a sprawl of homes and gardens rather than a clumping of terraces and alleys,” and quotes Governor Arthur Phillip’s instructions to the first urban developers of the Sydney Cove colony in 1790 that streets shall be “laid out in such a manner as to afford free circulation of air, and where the houses are built … the land will be granted with a clause that will prevent more than one house being built on the allotment” (Davison 43). Louise Johnson (2006) argued that the main features of 20th century Australian suburbanisation were very much in place by the 1920s, particularly land-based capitalism and the bucolic ideal of home as a retreat from the dirt, dangers and density of the city. At the same time, anti-suburbanism has been a significant influence in Australian public thought. Alan Gilbert (1988) drew attention to the argument that Australia’s suburbs combined the worst elements of the city and country, with the absence of both the grounded community associated with small towns, and the mental stimuli and personal freedom associated with the city. Australian suburbs have been associated with spiritual emptiness, the promotion of an ersatz, one-dimensional consumer culture, the embourgeoisment of the working-class, and more generally criticised for being “too pleasant, too trivial, too domestic and far too insulated from … ‘real’ life” (Gilbert 41). There is also an extensive feminist literature critiquing suburbanization, seeing it as promoting the alienation of women and the unequal sexual division of labour (Game and Pringle). More recently, critiques of suburbanization have focused on the large outer-suburban homes developed on new housing estates—colloquially known as McMansions—that are seen as being environmentally unsustainable and emblematic of middle-class over-consumption. Clive Hamilton and Richard Denniss’s Affluenza (2005) is a locus classicus of this type of argument, and organizations such as the Australia Institute—which Hamilton and Denniss have both headed—have regularly published papers making such arguments. Can the Suburbs Make You Creative?In such a context, championing the Australian suburb can feel somewhat like being an advocate for Dan Brown novels, David Williamson plays, Will Ferrell comedies, or TV shows such as Two and a Half Men. While it may put you on the side of majority opinion, you can certainly hear the critical axe grinding and possibly aimed at your head, not least because of the association of such cultural forms with mass popular culture, or the pseudo-life of an alienated existence. The art of a program such as Kath and Kim is that, as Sue Turnbull so astutely notes, it walks both sides of the street, both laughing with and laughing at Australian suburban culture, with its celebrity gossip magazines, gourmet butcher shops, McManisons and sales at Officeworks. Gina Riley and Jane Turner’s inspirations for the show can be seen with the presence of such suburban icons as Shane Warne, Kylie Minogue and Barry Humphries as guests on the program. Others are less nuanced in their satire. The website Things Bogans Like relentlessly pillories those who live in McMansions, wear Ed Hardy t-shirts and watch early evening current affairs television, making much of the lack of self-awareness of those who would simultaneously acquire Buddhist statues for their homes and take budget holidays in Bali and Phuket while denouncing immigration and multiculturalism. It also jokes about the propensity of “bogans” to loudly proclaim that those who question their views on such matters are demonstrating “political correctness gone mad,” appealing to the intellectual and moral authority of writers such as the Melbourne Herald-Sun columnist Andrew Bolt. There is also the “company you keep” question. Critics of over-consuming middle-class suburbia such as Clive Hamilton are strongly associated with the Greens, whose political stocks have been soaring in Australia’s inner cities, where the majority of Australia’s cultural and intellectual critics live and work. By contrast, the Liberal party under John Howard and now Tony Abbott has taken strongly to what could be termed suburban realism over the 1990s and 2000s. Examples of suburban realism during the Howard years included the former Member for Lindsay Jackie Kelly proclaiming that the voters of her electorate were not concerned with funding for their local university (University of Western Sydney) as the electorate was “pram city” and “no one in my electorate goes to uni” (Gibson and Brennan-Horley), and the former Minister for Immigration and Citizenship, Garry Hardgrave, holding citizenship ceremonies at Bunnings hardware stores, so that allegiance to the Australian nation could co-exist with a sausage sizzle (Gleeson). Academically, a focus on the suburbs is at odds with Richard Florida’s highly influential creative class thesis, which stresses inner urban cultural amenity and “buzz” as the drivers of a creative economy. Unfortunately, it is also at odds with many of Florida’s critics, who champion inner city activism as the antidote to the ersatz culture of “hipsterisation” that they associate with Florida (Peck; Slater). A championing of suburban life and culture is associated with writers such as Joel Kotkin and the New Geography group, who also tend to be suspicious of claims made about the creative industries and the creative economy. It is worth noting, however, that there has been a rich vein of work on Australian suburbs among cultural geographers, that has got past urban/suburban binaries and considered the extent to which critiques of suburban Australia are filtered through pre-existing discursive categories rather than empirical research findings (Dowling and Mee; McGuirk and Dowling; Davies (this volume). I have been part of a team engaged in a three-year study of creative industries workers in outer suburban areas, known as the Creative Suburbia project.[i] The project sought to understand how those working in creative industries who lived and worked in the outer suburbs maintained networks, interacted with clients and their peers, and made a success of their creative occupations: it focused on six suburbs in the cities of Brisbane (Redcliffe, Springfield, Forest Lake) and Melbourne (Frankston, Dandenong, Caroline Springs). It was premised upon what has been an inescapable empirical fact: however much talk there is about the “return to the city,” the fastest rates of population growth are in the outer suburbs of Australia’s major cities (Infrastructure Australia), and this is as true for those working in creative industries occupations as it is for those in virtually all other industry and occupational sectors (Flew; Gibson and Brennan-Horley; Davies). While there is a much rehearsed imagined geography of the creative industries that points to creative talents clustering in dense, highly agglomerated inner city precincts, incubating their unique networks of trust and sociality through random encounters in the city, it is actually at odds with the reality of where people in these sectors choose to live and work, which is as often as not in the suburbs, where the citizenry are as likely to meet in their cars at traffic intersections than walking in city boulevards.There is of course a “yes, but” response that one could have to such empirical findings, which is to accept that the creative workforce is more suburbanised than is commonly acknowledged, but to attribute this to people being driven out of the inner city by high house prices and rents, which may or may not be by-products of a Richard Florida-style strategy to attract the creative class. In other words, people live in the outer suburbs because they are driven out of the inner city. From our interviews with 130 people across these six suburban locations, the unequivocal finding was that this was not the case. While a fair number of our respondents had indeed moved from the inner city, just as many would—if given the choice—move even further away from the city towards a more rural setting as they would move closer to it. While there are clearly differences between suburbs, with creative people in Redcliffe being generally happier than those in Springfield, for example, it was quite clear that for many of these people a suburban location helped them in their creative practice, in ways that included: the aesthetic qualities of the location; the availability of “headspace” arising from having more time to devote to creative work rather than other activities such as travelling and meeting people; less pressure to conform to a stereotyped image of how one should look and act; financial savings from having access to lower-cost locations; and time saved by less commuting between locations.These creative workers generally did not see having access to the “buzz” associated with the inner city as being essential for pursuing work in their creative field, and they were just as likely to establish hardware stores and shopping centres as networking hubs as they were cafes and bars. While being located in the suburbs was disadvantageous in terms of access to markets and clients, but this was often seen in terms of a trade-off for better quality of life. Indeed, contrary to the presumptions of those such as Clive Hamilton and Catherine Deveny, they could draw creative inspiration from creative locations themselves, without feeling subjected to “pacification by cappuccino.” The bigger problem was that so many of the professional associations they dealt with would hold events in the inner city in the late afternoon or early evening, presuming people living close by and/or not having domestic or family responsibilities at such times. The role played by suburban locales such as hardware stores as sites for professional networking and as elements of creative industries value chains has also been documented in studies undertaken of Darwin as a creative city in Australia’s tropical north (Brennan-Horley and Gibson; Brennan-Horley et al.). Such a revised sequence in the cultural geography of the creative industries has potentially great implications for how urban cultural policy is being approached. The assumption that the creative industries are best developed in cities by investing heavily in inner urban cultural amenity runs the risk of simply bypassing those areas where the bulk of the nation’s artists, musicians, filmmakers and other cultural workers actually are, which is in the suburbs. Moreover, by further concentrating resources among already culturally rich sections of the urban population, such policies run the risk of further accentuating spatial inequalities in the cultural realm, and achieving the opposite of what is sought by those seeking spatial justice or the right to the city. An interest in broadband infrastructure or suburban university campuses is certainly far more prosaic than a battle for control of the nation’s cultural institutions or guerilla actions to reclaim the city’s streets. Indeed, it may suggest aspirations no higher than those displayed by Kath and Kim or by the characters of Barry Humphries’ satirical comedy. But however modest or utilitarian a focus on developing cultural resources in Australian suburbs may seem, it is in fact the most effective way of enabling the forms of spatial justice in the cultural sphere that many progressive people seek. ReferencesBrennan-Horley, Chris, and Chris Gibson. “Where Is Creativity in the City? Integrating Qualitative and GIS Methods.” Environment and Planning A 41.11 (2009): 2595–614. Brennan-Horley, Chris, Susan Luckman, Chris Gibson, and J. Willoughby-Smith. “GIS, Ethnography and Cultural Research: Putting Maps Back into Ethnographic Mapping.” The Information Society: An International Journal 26.2 (2010): 92–103.Collis, Christy, Emma Felton, and Phil Graham. “Beyond the Inner City: Real and Imagined Places in Creative Place Policy and Practice.” The Information Society: An International Journal 26.2 (2010): 104–12.Cox, Wendell. “The Still Elusive ‘Return to the City’.” New Geography 28 February 2011. < http://www.newgeography.com/content/002070-the-still-elusive-return-city >.Craven, Ian. “Cinema, Postcolonialism and Australian Suburbia.” Australian Studies 1995: 45-69. Davies, Alan. “Are the Suburbs Dormitories?” The Melbourne Urbanist 21 Sep. 2010. < http://melbourneurbanist.wordpress.com/2010/09/21/are-the-suburbs-dormitories/ >.Davison, Graeme. "Australia: The First Suburban Nation?” Journal of Urban History 22.1 (1995): 40-75. Deveny, Catherine. “No One Out Alive.” The Age 29 Oct. 2009. < http://www.smh.com.au/opinion/society-and-culture/no-one-gets-out-alive-20091020-h6yh.html >.Dowling, Robyn, and K. Mee. “Tales of the City: Western Sydney at the End of the Millennium.” Sydney: The Emergence of World City. Ed. John Connell. Melbourne: Oxford UP, 2000. 244–72.Flew, Terry. “Economic Prosperity, Suburbanization and the Creative Workforce: Findings from Australian Suburban Communities.” Spaces and Flows: Journal of Urban and Extra-Urban Studies 1.1 (2011, forthcoming).Game, Ann, and Rosemary Pringle. “Sexuality and the Suburban Dream.” Australian and New Zealand Journal of Sociology 15.2 (1979): 4–15.Gibson, Chris, and Chris Brennan-Horley. “Goodbye Pram City: Beyond Inner/Outer Zone Binaries in Creative City Research.” Urban Policy and Research 24.4 (2006): 455–71. Gilbert, A. “The Roots of Australian Anti-Suburbanism.” Australian Cultural History. Ed. S. I. Goldberg and F. B. Smith. Cambridge: Cambridge UP, 1988. 33–39. Gleeson, Brendan. Australian Heartlands: Making Space for Hope in the Suburbs. Sydney: Allen & Unwin, 2006.Hamilton, Clive, and Richard Denniss. Affluenza. Sydney: Allen & Unwin, 2005.Harvey, David. “The Right to the City.” New Left Review 53 (2008): 23–40.Infrastructure Australia. State of Australian Cities 2010. Infrastructure Australia Major Cities Unit. Canberra: Commonwealth of Australia. 2010.Johnson, Lesley. “Style Wars: Revolution in the Suburbs?” Australian Geographer 37.2 (2006): 259–77. Kirsner, Douglas. “Domination and the Flight from Being.” Australian Capitalism: Towards a Socialist Critique. Eds. J. Playford and D. Kirsner. Melbourne: Penguin, 1972. 9–31.Kotkin, Joel. “Urban Legends.” Foreign Policy 181 (2010): 128–34. Lee, Terence. “The Singaporean Creative Suburb of Perth: Rethinking Cultural Globalization.” Globalization and Its Counter-Forces in South-East Asia. Ed. T. Chong. Singapore: Institute for Southeast Asian Studies, 2008. 359–78. Lefebvre, Henri. The Production of Space. Trans. Donald Nicholson-Smith. Oxford: Blackwell, 1991.McGuirk, P., and Robyn Dowling. “Understanding Master-Planned Estates in Australian Cities: A Framework for Research.” Urban Policy and Research 25.1 (2007): 21–38Peck, Jamie. “Struggling with the Creative Class.” International Journal of Urban and Regional Research 29.4 (2005): 740–70. Slater, Tom. “The Eviction of Critical Perspectives from Gentrification Research.” International Journal of Urban and Regional Research 30.4 (2006): 737–57. Soja, Ed. Seeking Spatial Justice. Minneapolis: U of Minnesota P, 2010.Stretton, Hugh. Ideas for Australian Cities. Melbourne: Penguin, 1970.Turnbull, Sue. “Mapping the Vast Suburban Tundra: Australian Comedy from Dame Edna to Kath and Kim.” International Journal of Cultural Studies 11.1 (2008): 15–32.

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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IntroductionIn this article, I set out to accomplish two tasks. The first is to map coffee and cafés in Mainland China in different historical periods. The second is to focus on coffee and cafés in the socio-cultural milieu of contemporary China in order to understand the symbolic value of the emerging coffee/café-scape. Cafés, rather than coffee, are at the centre of this current trend in contemporary Chinese cities. With instant coffee dominating as a drink, the Chinese have developed a cultural and social demand for cafés, but have not yet developed coffee palates. Historical Coffee Map In 1901, coffee was served in a restaurant in the city of Tianjin. This restaurant, named Kiessling, was run by a German chef, a former solider who came to China with the eight-nation alliance. At that time, coffee was reserved mostly for foreign politicians and military officials as well as wealthy businessmen—very few ordinary Chinese drank it. (For more history of Kiessling, including pictures and videos, see Kiessling). Another group of coffee consumers were from the cultural elites—the young revolutionary intellectuals and writers with overseas experience. It was almost a fashion among the literary elite to spend time in cafés. However, this was negatively judged as “Western” and “bourgeois.” For example, in 1932, Lu Xun, one of the most important twentieth century Chinese writers, commented on the café fashion during 1920s (133-36), and listed the reasons why he would not visit one. He did not drink coffee because it was “foreigners’ food”, and he was too busy writing for the kind of leisure enjoyed in cafés. Moreover, he did not, he wrote, have the nerve to go to a café, and particularly not the Revolutionary Café that was popular among cultural celebrities at that time. He claimed that the “paradise” of the café was for genius, and for handsome revolutionary writers (who he described as having red lips and white teeth, whereas his teeth were yellow). His final complaint was that even if he went to the Revolutionary Café, he would hesitate going in (Lu Xun 133-36). From Lu Xun’s list, we can recognise his nationalism and resistance to what were identified as Western foods and lifestyles. It is easy to also feel his dissatisfaction with those dilettante revolutionary intellectuals who spent time in cafés, talking and enjoying Western food, rather than working. In contrast to Lu Xun’s resistance to coffee and café culture, another well-known writer, Zhang Ailing, frequented cafés when she lived in Shanghai from the 1920s to 1950s. She wrote about the smell of cakes and bread sold in Kiessling’s branch store located right next to her parents’ house (Yuyue). Born into a wealthy family, exposed to Western culture and food at a very young age, Zhang Ailing liked to spend her social and writing time in cafés, ordering her favourite cakes, hot chocolate, and coffee. When she left Shanghai and immigrated to the USA, coffee was an important part of her writing life: the smell and taste reminding her of old friends and Shanghai (Chunzi). However, during Zhang’s time, it was still a privileged and elite practice to patronise a café when these were located in foreign settlements with foreign chefs, and served mainly foreigners, wealthy businessmen, and cultural celebrities. After 1949, when the Chinese Communist Party established the People’s Republic of China, until the late 1970s, there were no coffee shops in Mainland China. It was only when Deng Xiaoping suggested neo-liberalism as a so-called “reform-and-open-up” economic policy that foreign commerce and products were again seen in China. In 1988, ten years after the implementation of Deng Xiaoping’s policy, the Nestlé coffee company made the first inroads into the mainland market, featuring homegrown coffee beans in Yunnan province (China Beverage News; Dong; ITC). Nestlé’s bottled instant coffee found its way into the Chinese market, avoiding a direct challenge to the tea culture. Nestlé packaged its coffee to resemble health food products and marketed it as a holiday gift suitable for friends and relatives. As a symbol of modernity and “the West”, coffee-as-gift meshed with the traditional Chinese cultural custom that values gift giving. It also satisfied a collective desire for foreign products (and contact with foreign cultures) during the economic reform era. Even today, with its competitively low price, instant coffee dominates coffee consumption at home, in the workplace, and on Chinese airlines. While Nestlé aimed their product at native Chinese consumers, the multinational companies who later entered China’s coffee market, such as Sara Lee, mainly targeted international hotels such as IHG, Marriott, and Hyatt. The multinationals also favoured coffee shops like Kommune in Shanghai that offered more sophisticated kinds of coffee to foreign consumers and China’s upper class (Byers). If Nestlé introduced coffee to ordinary Chinese families, it was Starbucks who introduced the coffee-based “third space” to urban life in contemporary China on a signficant scale. Differing from the cafés before 1949, Starbucks stores are accessible to ordinary Chinese citizens. The first in Mainland China opened in Beijing’s China World Trade Center in January 1999, targeting mainly white-collar workers and foreigners. Starbucks coffee shops provide a space for informal business meetings, chatting with friends, and relaxing and, with its 500th store opened in 2011, dominate the field in China. Starbucks are located mainly in the central business districts and airports, and the company plans to have 1,500 sites by 2015 (Starbucks). Despite this massive presence, Starbucks constitutes only part of the café-scape in contemporary Chinese cities. There are two other kinds of cafés. One type is usually located in universities or residential areas and is frequented mainly by students or locals working in cultural professions. A representative of this kind is Sculpting in Time Café. In November 1997, two years before the opening of the first Starbucks in Beijing, two newlywed college graduates opened the first small Sculpting in Time Café near Beijing University’s East Gate. This has been expanded into a chain, and boasts 18 branches on the Mainland. (For more about its history, see Sculpting in Time Café). Interestingly, both Starbucks and Sculpting in Time Café acquired their names from literature, Starbucks from Moby Dick, and Sculpting in Time from the Russian filmmaker Andrei Tarkovsky’s film diary of the same name. For Chinese students of literature and the arts, drinking coffee is less about acquiring more energy to accomplish their work, and more about entering a sensual world, where the aroma of coffee mixes with the sounds from the coffee machine and music, as well as the lighting of the space. More importantly, cafés with this ambience become, in themselves, cultural sites associated with literature, films, and music. Owners of this kind of café are often lovers of foreign literatures, films, and cultures, and their cafés host various cultural events, including forums, book clubs, movie screenings, and music clubs. Generally speaking, coffee served in this kind of café is simpler than in the kind discussed below. This third type of café includes those located in tourist and entertainment sites such as art districts, bar areas, and historical sites, and which are frequented by foreign and native tourists, artists and other cultural workers. If Starbucks cultivates a fast-paced business/professional atmosphere, and Sculpting in Time Cafés an artsy and literary atmosphere, this third kind of café is more like an upscale “bar” with trained baristas serving complicated coffees and emphasising their flavour. These coffee shops are more expensive than the other kinds, with an average price three times that of Starbucks. Currently, cafés of this type are found only in “first-tier” cities and usually located in art districts and tourist areas—such as Beijing’s 798 Art District and Nanluo Guxiang, Shanghai’s Tai Kang Road (a.k.a. “the art street”), and Hangzhou’s Westlake area. While Nestlé and Starbucks use coffee beans grown in Yunnan provinces, these “art cafés” are more inclined to use imported coffee beans from suppliers like Sara Lee. Coffee and Cafés in Contemporary China After just ten years, there are hundreds of cafés in Chinese cities. Why has there been such a demand for coffee or, more accurately, cafés, in such a short period of time? The first reason is the lack of “third space” environments in Mainland China. Before cafés appeared in the late 1990s, stores like KFC (which opened its first store in 1987) and McDonald’s (with its first store opened in 1990) filled this role for urban residents, providing locations where customers could experience Western food, meet friends, work, or read. In fact, KFC and McDonald’s were once very popular with college students looking for a place to study. Both stores had relatively clean food environments and good lighting. They also had air conditioning in the summer and heating in the winter, which are not provided in most Chinese university dormitories. However, since neither chain was set up to be a café and customers occupying seats for long periods while ordering minimal amounts of food or drink affected profits, staff members began to indirectly ask customers to leave after dining. At the same time, as more people were able to afford to eat at KFC and McDonald’s, their fast foods were also becoming more and more popular, especially among young people. As a consequence, both types of chain restaurant were becoming noisy and crowded and, thus, no longer ideal for reading, studying, or meeting with friends. Although tea has been a traditional drink in Chinese culture, traditional teahouses were expensive places more suitable for business meetings or for the cultural or intellectual elite. Since almost every family owns a tea set and can readily purchase tea, friends and family would usually make and consume tea at home. In recent years, however, new kinds of teahouses have emerged, similar in style to cafés, targeting the younger generation with more affordable prices and a wider range of choices, so the lack of a “third space” does not fully explain the café boom. Another factor affecting the popularity of cafés has been the development and uptake of Internet technology, including the increasing use of laptops and wireless Internet in recent years. The Internet has been available in China since the late 1990s, while computers and then laptops entered ordinary Chinese homes in the early twenty-first century. The IT industry has created not only a new field of research and production, but has also fostered new professions and demands. Particularly, in recent years in Mainland China, a new socially acceptable profession—freelancing in such areas as graphic design, photography, writing, film, music, and the fashion industry—has emerged. Most freelancers’ work is computer- and Internet-based. Cafés provide suitable working space, with wireless service, and the bonus of coffee that is, first of all, somatically stimulating. In addition, the emergence of the creative and cultural industries (which are supported by the Chinese government) has created work for these freelancers and, arguably, an increasing demand for café-based third spaces where such people can meet, talk and work. Furthermore, the flourishing of cafés in first-tier cities is part of the “aesthetic economy” (Lloyd 24) that caters to the making and selling of lifestyle experience. Alongside foreign restaurants, bars, galleries, and design firms, cafés contribute to city branding, and link a city to the global urban network. Cafés, like restaurants, galleries and bars, provide a space for the flow of global commodities, as well as for the human flow of tourists, travelling artists, freelancers, and cultural specialists. Finally, cafés provide a type of service that contributes to friendly owner/waiter-customer relations. During the planned-economy era, most stores and hotels in China were State-owned, staff salaries were not related to individual performance, and indifferent (and even unfriendly) service was common. During the economic reform era, privately owned stores and shops began to replace State-owned ones. At the same time, a large number of people from the countryside flowed into the cities seeking opportunities. Most had little if any professional training and so could only find work in factories or in the service industry. However, most café employees are urban, with better educational backgrounds, and many were already familiar with coffee culture. In addition, café owners, particularly those of places like Sculpting in Time Cafe, often invest in creating a positive, community atmosphere, learning about their customers and sharing personal experiences with their regular clients. This leads to my next point—the generation of the 1980s’ need for a social community. Cafés’ Symbolic Value—Community A demand for a sense of community among the generation of the 1980s is a unique socio-cultural phenomenon in China, which paradoxically co-exists with their desire for individualism. Mao Zedong started the “One Child Policy” in 1979 to slow the rapid population growth in China, and the generations born under this policy are often called “the lonely generations,” with both parents working full-time. At the same time, they are “the generation of me,” labelled as spoiled, self-centred, and obsessed with consumption (de Kloet; Liu; Rofel; Wang). The individuals of this generation, now aged in their 20s and 30s, constitute the primary consumers of coffee in China. Whereas individualism is an important value to them, a sense of community is also desirable in order to compensate for their lack of siblings. Furthermore, the 1980s’ generation has also benefitted from the university expansion policy implemented in 1999. Since then, China has witnessed a surge of university students and graduates who not only received scientific and other course-based knowledge, but also had a better chance to be exposed to foreign cultures through their books, music, and movies. With this interesting tension between individualism and collectivism, the atmosphere provided by cafés has fostered a series of curious temporary communities built on cultural and culinary taste. Interestingly, it has become an aspiration of many young college students and graduates to open a community-space style café in a city. One of the best examples is the new Henduoren’s (Many People’s) Café. This was a project initiated by Wen Erniu, a recent college graduate who wanted to open a café in Beijing but did not have sufficient funds to do so. She posted a message on the Internet, asking people to invest a minimum of US$316 to open a café with her. With 78 investors, the café opened in September 2011 in Beijing (see pictures of Henduoren’s Café). In an interview with the China Daily, Wen Erniu stated that, “To open a cafe was a dream of mine, but I could not afford it […] We thought opening a cafe might be many people’s dream […] and we could get together via the Internet to make it come true” (quoted in Liu 2011). Conclusion: Café Culture and (Instant) Coffee in China There is a Chinese saying that, if you hate someone—just persuade him or her to open a coffee shop. Since cafés provide spaces where one can spend a relatively long time for little financial outlay, owners have to increase prices to cover their expenses. This can result in fewer customers. In retaliation, cafés—particularly those with cultural and literary ambience—host cultural events to attract people, and/or they offer food and wine along with coffee. The high prices, however, remain. In fact, the average price of coffee in China is often higher than in Europe and North America. For example, a medium Starbucks’ caffè latte in China averaged around US$4.40 in 2010, according to the price list of a Starbucks outlet in Shanghai—and the prices has recently increased again (Xinhua 2012). This partially explains why instant coffee is still so popular in China. A bag of instant Nestlé coffee cost only some US$0.25 in a Beijing supermarket in 2010, and requires only hot water, which is accessible free almost everywhere in China, in any restaurant, office building, or household. As an habitual, addictive treat, however, coffee has not yet become a customary, let alone necessary, drink for most Chinese. Moreover, while many, especially those of the older generations, could discern the quality and varieties of tea, very few can judge the quality of the coffee served in cafés. As a result, few Mainland Chinese coffee consumers have a purely somatic demand for coffee—craving its smell or taste—and the highly sweetened and creamed instant coffee offered by companies like Nestlé or Maxwell has largely shaped the current Chinese palate for coffee. Ben Highmore has proposed that “food spaces (shops, restaurants and so on) can be seen, for some social agents, as a potential space where new ‘not-me’ worlds are encountered” (396) He continues to expand that “how these potential spaces are negotiated—the various affective registers of experience (joy, aggression, fear)—reflect the multicultural shapes of a culture (its racism, its openness, its acceptance of difference)” (396). Cafés in contemporary China provide spaces where one encounters and constructs new “not-me” worlds, and more importantly, new “with-me” worlds. While café-going communicates an appreciation and desire for new lifestyles and new selves, it can be hoped that in the near future, coffee will also be appreciated for its smell, taste, and other benefits. Of course, it is also necessary that future Chinese coffee consumers also recognise the rich and complex cultural, political, and social issues behind the coffee economy in the era of globalisation. References Byers, Paul [former Managing Director, Sara Lee’s Asia Pacific]. Pers. comm. Apr. 2012. China Beverage News. “Nestlé Acquires 70% Stake in Chinese Mineral Water Producer.” (2010). 31 Mar. 2012 ‹http://chinabevnews.wordpress.com/2010/02/21/nestle-acquires-70-stake-in-chinese-mineral-water-producer›. Chunzi. 张爱玲地图[The Map of Eileen Chang]. 汉语大词典出版 [Hanyu Dacidian Chubanshe], 2003. de Kloet, Jeroen. China with a Cut: Globalization, Urban Youth and Popular Music. Amsterdam: Amsterdam UP, 2010. Dong, Jonathan. “A Caffeinated Timeline: Developing Yunnan’s Coffee Cultivation.” China Brief (2011): 24-26. Highmore, Ben. “Alimentary Agents: Food, Cultural Theory and Multiculturalism.” Journal of Intercultural Studies, 29.4 (2008): 381-98. ITC (International Trade Center). The Coffee Sector in China: An Overview of Production, Trade And Consumption, 2010. Liu, Kang. Globalization and Cultural Trends in China. Honolulu: University of Hawai’i Press, 2004. Liu, Zhihu. “From Virtual to Reality.” China Daily (Dec. 2011) 31 Mar. 2012 ‹http://www.chinadaily.com.cn/life/2011-12/26/content_14326490.htm›. Lloyd, Richard. Neobohemia: Art and Commerce in the Postindustrial City. London: Routledge, 2006. Lu, Xun. “Geming Kafei Guan [Revolutionary Café]”. San Xian Ji. Taibei Shi: Feng Yun Shi Dai Chu Ban Gong Si: Fa Xing Suo Xue Wen Hua Gong Si, Mingguo 78 (1989): 133-36. Rofel, Lisa. Desiring China: Experiments in Neoliberalism, Sexuality, and Public Culture. Durham and London: Duke UP, 2007: 1-30. “Starbucks Celebrates Its 500th Store Opening in Mainland China.” Starbucks Newsroom (Oct. 2011) 31 Mar. 2012. ‹http://news.starbucks.com/article_display.cfm?article_id=580›. Wang, Jing. High Culture Fever: Politics, Aesthetics, and Ideology in Deng’s China. Berkeley, Los Angeles, London: U of California P, 1996. 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Connecting I’ve moved house on the weekend, closer to the centre of an Australian capital city. I had recently signed up for broadband, with a major Australian Internet company (my first contact, cf. Turner). Now I am the proud owner of a larger modem than I have ever owned: a white cable modem. I gaze out into our new street: two thick black cables cosseted in silver wire. I am relieved. My new home is located in one of those streets, double-cabled by Telstra and Optus in the data-rush of the mid-1990s. Otherwise, I’d be moth-balling the cable modem, and the thrill of my data percolating down coaxial cable. And it would be off to the computer supermarket to buy an ASDL modem, then to pick a provider, to squeeze some twenty-first century connectivity out of old copper (the phone network our grandparents and great-grandparents built). If I still lived in the country, or the outskirts of the city, or anywhere else more than four kilometres from the phone exchange, and somewhere that cable pay TV will never reach, it would be a dish for me — satellite. Our digital lives are premised upon infrastructure, the networks through which we shape what we do, fashion the meanings of our customs and practices, and exchange signs with others. Infrastructure is not simply the material or the technical (Lamberton), but it is the dense, fibrous knotting together of social visions, cultural resources, individual desires, and connections. No more can one easily discern between ‘society’ and ‘technology’, ‘carriage’ and ‘content’, ‘base’ and ‘superstructure’, or ‘infrastructure’ and ‘applications’ (or ‘services’ or ‘content’). To understand telecommunications in action, or the vectors of fibre, we need to consider the long and heterogeneous list of links among different human and non-human actors — the long networks, to take Bruno Latour’s evocative concept, that confect our broadband networks (Latour). The co-ordinates of our infrastructure still build on a century-long history of telecommunications networks, on the nineteenth-century centrality of telegraphy preceding this, and on the histories of the public and private so inscribed. Yet we are in the midst of a long, slow dismantling of the posts-telegraph-telephone (PTT) model of the monopoly carrier for each nation that dominated the twentieth century, with its deep colonial foundations. Instead our New World Information and Communication Order is not the decolonising UNESCO vision of the late 1970s and early 1980s (MacBride, Maitland). Rather it is the neoliberal, free trade, market access model, its symbol the 1984 US judicial decision to require the break-up of AT&T and the UK legislation in the same year that underpinned the Thatcherite twin move to privatize British Telecom and introduce telecommunications competition. Between 1984 and 1999, 110 telecommunications companies were privatized, and the ‘acquisition of privatized PTOs [public telecommunications operators] by European and American operators does follow colonial lines’ (Winseck 396; see also Mody, Bauer & Straubhaar). The competitive market has now been uneasily installed as the paradigm for convergent communications networks, not least with the World Trade Organisation’s 1994 General Agreement on Trade in Services and Annex on Telecommunications. As the citizen is recast as consumer and customer (Goggin, ‘Citizens and Beyond’), we rethink our cultural and political axioms as well as the axes that orient our understandings in this area. Information might travel close to the speed of light, and we might fantasise about optical fibre to the home (or pillow), but our terrain, our band where the struggle lies today, is narrower than we wish. Begging for broadband, it seems, is a long way from warchalking for WiFi. Policy Circuits The dreary everyday business of getting connected plugs the individual netizen into a tangled mess of policy circuits, as much as tricky network negotiations. Broadband in mid-2003 in Australia is a curious chimera, welded together from a patchwork of technologies, old and newer communications industries, emerging economies and patterns of use. Broadband conjures up grander visions, however, of communication and cultural cornucopia. Broadband is high-speed, high-bandwidth, ‘always-on’, networked communications. People can send and receive video, engage in multimedia exchanges of all sorts, make the most of online education, realise the vision of home-based work and trading, have access to telemedicine, and entertainment. Broadband really entered the lexicon with the mass takeup of the Internet in the early to mid-1990s, and with the debates about something called the ‘information superhighway’. The rise of the Internet, the deregulation of telecommunications, and the involuted convergence of communications and media technologies saw broadband positioned at the centre of policy debates nearly a decade ago. In 1993-1994, Australia had its Broadband Services Expert Group (BSEG), established by the then Labor government. The BSEG was charged with inquiring into ‘issues relating to the delivery of broadband services to homes, schools and businesses’. Stung by criticisms of elite composition (a narrow membership, with only one woman among its twelve members, and no consumer or citizen group representation), the BSEG was prompted into wider public discussion and consultation (Goggin & Newell). The then Bureau of Transport and Communications Economics (BTCE), since transmogrified into the Communications Research Unit of the Department of Communications, Information Technology and the Arts (DCITA), conducted its large-scale Communications Futures Project (BTCE and Luck). The BSEG Final report posed the question starkly: As a society we have choices to make. If we ignore the opportunities we run the risk of being left behind as other countries introduce new services and make themselves more competitive: we will become consumers of other countries’ content, culture and technologies rather than our own. Or we could adopt new technologies at any cost…This report puts forward a different approach, one based on developing a new, user-oriented strategy for communications. The emphasis will be on communication among people... (BSEG v) The BSEG proposed a ‘National Strategy for New Communications Networks’ based on three aspects: education and community access, industry development, and the role of government (BSEG x). Ironically, while the nation, or at least its policy elites, pondered the weighty question of broadband, Australia’s two largest telcos were doing it. The commercial decision of Telstra/Foxtel and Optus Vision, and their various television partners, was to nail their colours (black) to the mast, or rather telegraph pole, and to lay cable in the major capital cities. In fact, they duplicated the infrastructure in cities such as Sydney and Melbourne, then deciding it would not be profitable to cable up even regional centres, let alone small country towns or settlements. As Terry Flew and Christina Spurgeon observe: This wasteful duplication contrasted with many other parts of the country that would never have access to this infrastructure, or to the social and economic benefits that it was perceived to deliver. (Flew & Spurgeon 72) The implications of this decision for Australia’s telecommunications and television were profound, but there was little, if any, public input into this. Then Minister Michael Lee was very proud of his anti-siphoning list of programs, such as national sporting events, that would remain on free-to-air television rather than screen on pay, but was unwilling, or unable, to develop policy on broadband and pay TV cable infrastructure (on the ironies of Australia’s television history, see Given’s masterly account). During this period also, it may be remembered, Australia’s Internet was being passed into private hands, with the tendering out of AARNET (see Spurgeon for discussion). No such national strategy on broadband really emerged in the intervening years, nor has the market provided integrated, accessible broadband services. In 1997, landmark telecommunications legislation was enacted that provided a comprehensive framework for competition in telecommunications, as well as consolidating and extending consumer protection, universal service, customer service standards, and other reforms (CLC). Carrier and reseller competition had commenced in 1991, and the 1997 legislation gave it further impetus. Effective competition is now well established in long distance telephone markets, and in mobiles. Rivalrous competition exists in the market for local-call services, though viable alternatives to Telstra’s dominance are still few (Fels). Broadband too is an area where there is symbolic rivalry rather than effective competition. This is most visible in advertised ADSL offerings in large cities, yet most of the infrastructure for these services is comprised by Telstra’s copper, fixed-line network. Facilities-based duopoly competition exists principally where Telstra/Foxtel and Optus cable networks have been laid, though there are quite a number of ventures underway by regional telcos, power companies, and, most substantial perhaps, the ACT government’s TransACT broadband network. Policymakers and industry have been greatly concerned about what they see as slow takeup of broadband, compared to other countries, and by barriers to broadband competition and access to ‘bottleneck’ facilities (such as Telstra or Optus’s networks) by potential competitors. The government has alternated between trying to talk up broadband benefits and rates of take up and recognising the real difficulties Australia faces as a large country with a relative small and dispersed population. In March 2003, Minister Alston directed the ACCC to implement new monitoring and reporting arrangements on competition in the broadband industry. A key site for discussion of these matters has been the competition policy institution, the Australian Competition and Consumer Commission, and its various inquiries, reports, and considerations (consult ACCC’s telecommunications homepage at http://www.accc.gov.au/telco/fs-telecom.htm). Another key site has been the Productivity Commission (http://www.pc.gov.au), while a third is the National Office on the Information Economy (NOIE - http://www.noie.gov.au/projects/access/access/broadband1.htm). Others have questioned whether even the most perfectly competitive market in broadband will actually provide access to citizens and consumers. A great deal of work on this issue has been undertaken by DCITA, NOIE, the regulators, and industry bodies, not to mention consumer and public interest groups. Since 1997, there have been a number of governmental inquiries undertaken or in progress concerning the takeup of broadband and networked new media (for example, a House of Representatives Wireless Broadband Inquiry), as well as important inquiries into the still most strategically important of Australia’s companies in this area, Telstra. Much of this effort on an ersatz broadband policy has been piecemeal and fragmented. There are fundamental difficulties with the large size of the Australian continent and its harsh terrain, the small size of the Australian market, the number of providers, and the dominant position effectively still held by Telstra, as well as Singtel Optus (Optus’s previous overseas investors included Cable & Wireless and Bell South), and the larger telecommunications and Internet companies (such as Ozemail). Many consumers living in metropolitan Australia still face real difficulties in realising the slogan ‘bandwidth for all’, but the situation in parts of rural Australia is far worse. Satellite ‘broadband’ solutions are available, through Telstra Countrywide or other providers, but these offer limited two-way interactivity. Data can be received at reasonable speeds (though at far lower data rates than how ‘broadband’ used to be defined), but can only be sent at far slower rates (Goggin, Rural Communities Online). The cultural implications of these digital constraints may well be considerable. Computer gamers, for instance, are frustrated by slow return paths. In this light, the final report of the January 2003 Broadband Advisory Group (BAG) is very timely. The BAG report opens with a broadband rhapsody: Broadband communications technologies can deliver substantial economic and social benefits to Australia…As well as producing productivity gains in traditional and new industries, advanced connectivity can enrich community life, particularly in rural and regional areas. It provides the basis for integration of remote communities into national economic, cultural and social life. (BAG 1, 7) Its prescriptions include: Australia will be a world leader in the availability and effective use of broadband...and to capture the economic and social benefits of broadband connectivity...Broadband should be available to all Australians at fair and reasonable prices…Market arrangements should be pro-competitive and encourage investment...The Government should adopt a National Broadband Strategy (BAG 1) And, like its predecessor nine years earlier, the BAG report does make reference to a national broadband strategy aiming to maximise “choice in work and recreation activities available to all Australians independent of location, background, age or interests” (17). However, the idea of a national broadband strategy is not something the BAG really comes to grips with. The final report is keen on encouraging broadband adoption, but not explicit on how barriers to broadband can be addressed. Perhaps this is not surprising given that the membership of the BAG, dominated by representatives of large corporations and senior bureaucrats was even less representative than its BSEG predecessor. Some months after the BAG report, the Federal government did declare a broadband strategy. It did so, intriguingly enough, under the rubric of its response to the Regional Telecommunications Inquiry report (Estens), the second inquiry responsible for reassuring citizens nervous about the full-privatisation of Telstra (the first inquiry being Besley). The government’s grand $142.8 million National Broadband Strategy focusses on the ‘broadband needs of regional Australians, in partnership with all levels of government’ (Alston, ‘National Broadband Strategy’). Among other things, the government claims that the Strategy will result in “improved outcomes in terms of services and prices for regional broadband access; [and] the development of national broadband infrastructure assets.” (Alston, ‘National Broadband Strategy’) At the same time, the government announced an overall response to the Estens Inquiry, with specific safeguards for Telstra’s role in regional communications — a preliminary to the full Telstra sale (Alston, ‘Future Proofing’). Less publicised was the government’s further initiative in indigenous telecommunications, complementing its Telecommunications Action Plan for Remote Indigenous Communities (DCITA). Indigenous people, it can be argued, were never really contemplated as citizens with the ken of the universal service policy taken to underpin the twentieth-century government monopoly PTT project. In Australia during the deregulatory and re-regulatory 1990s, there was a great reluctance on the part of Labor and Coalition Federal governments, Telstra and other industry participants, even to research issues of access to and use of telecommunications by indigenous communicators. Telstra, and to a lesser extent Optus (who had purchased AUSSAT as part of their licence arrangements), shrouded the issue of indigenous communications in mystery that policymakers were very reluctant to uncover, let alone systematically address. Then regulator, the Australian Telecommunications Authority (AUSTEL), had raised grave concerns about indigenous telecommunications access in its 1991 Rural Communications inquiry. However, there was no government consideration of, nor research upon, these issues until Alston commissioned a study in 2001 — the basis for the TAPRIC strategy (DCITA). The elision of indigenous telecommunications from mainstream industry and government policy is all the more puzzling, if one considers the extraordinarily varied and significant experiments by indigenous Australians in telecommunications and Internet (not least in the early work of the Tanami community, made famous in media and cultural studies by the writings of anthropologist Eric Michaels). While the government’s mid-2003 moves on a ‘National Broadband Strategy’ attend to some details of the broadband predicament, they fall well short of an integrated framework that grasps the shortcomings of the neoliberal communications model. The funding offered is a token amount. The view from the seat of government is a glance from the rear-view mirror: taking a snapshot of rural communications in the years 2000-2002 and projecting this tableau into a safety-net ‘future proofing’ for the inevitable turning away of a fully-privately-owned Telstra from its previously universal, ‘carrier of last resort’ responsibilities. In this aetiolated, residualist policy gaze, citizens remain constructed as consumers in a very narrow sense in this incremental, quietist version of state securing of market arrangements. What is missing is any more expansive notion of citizens, their varied needs, expectations, uses, and cultural imaginings of ‘always on’ broadband networks. Hybrid Networks “Most people on earth will eventually have access to networks that are all switched, interactive, and broadband”, wrote Frances Cairncross in 1998. ‘Eventually’ is a very appropriate word to describe the parlous state of broadband technology implementation. Broadband is in a slow state of evolution and invention. The story of broadband so far underscores the predicament for Australian access to bandwidth, when we lack any comprehensive, integrated, effective, and fair policy in communications and information technology. We have only begun to experiment with broadband technologies and understand their evolving uses, cultural forms, and the sense in which they rework us as subjects. Our communications networks are not superhighways, to invoke an enduring artefact from an older technology. Nor any longer are they a single ‘public’ switched telecommunications network, like those presided over by the post-telegraph-telephone monopolies of old. Like roads themselves, or the nascent postal system of the sixteenth century, broadband is a patchwork quilt. The ‘fibre’ of our communications networks is hybrid. To be sure, powerful corporations dominate, like the Tassis or Taxis who served as postmasters to the Habsburg emperors (Briggs & Burke 25). Activating broadband today provides a perspective on the path dependency of technology history, and how we can open up new threads of a communications fabric. Our options for transforming our multitudinous networked lives emerge as much from everyday tactics and strategies as they do from grander schemes and unifying policies. We may care to reflect on the waning potential for nation-building technology, in the wake of globalisation. We no longer gather our imagined community around a Community Telephone Plan as it was called in 1960 (Barr, Moyal, and PMG). Yet we do require national and international strategies to get and stay connected (Barr), ideas and funding that concretely address the wider dimensions of access and use. We do need to debate the respective roles of Telstra, the state, community initiatives, and industry competition in fair telecommunications futures. Networks have global reach and require global and national integration. Here vision, co-ordination, and resources are urgently required for our commonweal and moral fibre. To feel the width of the band we desire, we need to plug into and activate the policy circuits. Thanks to Grayson Cooke, Patrick Lichty, Ned Rossiter, John Pace, and an anonymous reviewer for helpful comments. Works Cited Alston, Richard. ‘ “Future Proofing” Regional Communications.’ Department of Communications, Information Technology and the Arts, Canberra, 2003. 17 July 2003 <http://www.dcita.gov.au/Article/0,,0_1-2_3-4_115485,00.php> —. ‘A National Broadband Strategy.’ Department of Communications, Information Technology and the Arts, Canberra, 2003. 17 July 2003 <http://www.dcita.gov.au/Article/0,,0_1-2_3-4_115486,00.php>. Australian Competition and Consumer Commission (ACCC). Broadband Services Report March 2003. Canberra: ACCC, 2003. 17 July 2003 <http://www.accc.gov.au/telco/fs-telecom.htm>. —. Emerging Market Structures in the Communications Sector. Canberra: ACCC, 2003. 15 July 2003 <http://www.accc.gov.au/pubs/publications/utilities/telecommu... ...nications/Emerg_mar_struc.doc>. Barr, Trevor. new media.com: The Changing Face of Australia’s Media and Telecommunications. Sydney: Allen & Unwin, 2000. Besley, Tim (Telecommunications Service Inquiry). Connecting Australia: Telecommunications Service Inquiry. Canberra: Department of Information, Communications and the Arts, 2000. 17 July 2003 <http://www.telinquiry.gov.au/final_report.php>. Briggs, Asa, and Burke, Peter. A Social History of the Internet: From Gutenberg to the Internet. Cambridge: Polity, 2002. Broadband Advisory Group. Australia’s Broadband Connectivity: The Broadband Advisory Group’s Report to Government. Melbourne: National Office on the Information Economy, 2003. 15 July 2003 <http://www.noie.gov.au/publications/NOIE/BAG/report/index.htm>. Broadband Services Expert Group. Networking Australia’s Future: Final Report. Canberra: Australian Government Publishing Service (AGPS), 1994. Bureau of Transport and Communications Economics (BTCE). Communications Futures Final Project. Canberra: AGPS, 1994. Cairncross, Frances. The Death of Distance: How the Communications Revolution Will Change Our Lives. London: Orion Business Books, 1997. Communications Law Centre (CLC). Australian Telecommunications Regulation: The Communications Law Centre Guide. 2nd edition. Sydney: Communications Law Centre, University of NSW, 2001. Department of Communications, Information Technology and the Arts (DCITA). Telecommunications Action Plan for Remote Indigenous Communities: Report on the Strategic Study for Improving Telecommunications in Remote Indigenous Communities. Canberra: DCITA, 2002. Estens, D. Connecting Regional Australia: The Report of the Regional Telecommunications Inquiry. Canberra: DCITA, 2002. <http://www.telinquiry.gov.au/rti-report.php>, accessed 17 July 2003. Fels, Alan. ‘Competition in Telecommunications’, speech to Australian Telecommunications Users Group 19th Annual Conference. 6 March, 2003, Sydney. <http://www.accc.gov.au/speeches/2003/Fels_ATUG_6March03.doc>, accessed 15 July 2003. Flew, Terry, and Spurgeon, Christina. ‘Television After Broadcasting’. In The Australian TV Book. Ed. Graeme Turner and Stuart Cunningham. Allen & Unwin, Sydney. 69-85. 2000. Given, Jock. Turning Off the Television. Sydney: UNSW Press, 2003. Goggin, Gerard. ‘Citizens and Beyond: Universal service in the Twilight of the Nation-State.’ In All Connected?: Universal Service in Telecommunications, ed. Bruce Langtry. Melbourne: University of Melbourne Press, 1998. 49-77 —. Rural Communities Online: Networking to link Consumers to Providers. Melbourne: Telstra Consumer Consultative Council, 2003. Goggin, Gerard, and Newell, Christopher. Digital Disability: The Social Construction of Disability in New Media. Lanham, MD: Rowman & Littlefield, 2003. House of Representatives Standing Committee on Communications, Information Technology and the Arts (HoR). Connecting Australia!: Wireless Broadband. Report of Inquiry into Wireless Broadband Technologies. Canberra: Parliament House, 2002. <http://www.aph.gov.au/house/committee/cita/Wbt/report.htm>, accessed 17 July 2003. Lamberton, Don. ‘A Telecommunications Infrastructure is Not an Information Infrastructure’. Prometheus: Journal of Issues in Technological Change, Innovation, Information Economics, Communication and Science Policy 14 (1996): 31-38. Latour, Bruno. Science in Action: How to Follow Scientists and Engineers Through Society. Cambridge, MA: Harvard University Press, 1987. Luck, David. ‘Revisiting the Future: Assessing the 1994 BTCE communications futures project.’ Media International Australia 96 (2000): 109-119. MacBride, Sean (Chair of International Commission for the Study of Communication Problems). Many Voices, One World: Towards a New More Just and More Efficient World Information and Communication Order. Paris: Kegan Page, London. UNESCO, 1980. Maitland Commission (Independent Commission on Worldwide Telecommunications Development). The Missing Link. Geneva: International Telecommunications Union, 1985. Michaels, Eric. Bad Aboriginal Art: Tradition, Media, and Technological Horizons. Sydney: Allen & Unwin, 1994. Mody, Bella, Bauer, Johannes M., and Straubhaar, Joseph D., eds. Telecommunications Politics: Ownership and Control of the Information Highway in Developing Countries. Mahwah, NJ: Erlbaum, 1995. Moyal, Ann. Clear Across Australia: A History of Telecommunications. Melbourne: Thomas Nelson, 1984. Post-Master General’s Department (PMG). Community Telephone Plan for Australia. Melbourne: PMG, 1960. Productivity Commission (PC). Telecommunications Competition Regulation: Inquiry Report. Report No. 16. Melbourne: Productivity Commission, 2001. <http://www.pc.gov.au/inquiry/telecommunications/finalreport/>, accessed 17 July 2003. Spurgeon, Christina. ‘National Culture, Communications and the Information Economy.’ Media International Australia 87 (1998): 23-34. Turner, Graeme. ‘First Contact: coming to terms with the cable guy.’ UTS Review 3 (1997): 109-21. Winseck, Dwayne. ‘Wired Cities and Transnational Communications: New Forms of Governance for Telecommunications and the New Media’. In The Handbook of New Media: Social Shaping and Consequences of ICTs, ed. Leah A. Lievrouw and Sonia Livingstone. London: Sage, 2002. 393-409. World Trade Organisation. General Agreement on Trade in Services: Annex on Telecommunications. Geneva: World Trade Organisation, 1994. 17 July 2003 <http://www.wto.org/english/tratop_e/serv_e/12-tel_e.htm>. —. Fourth protocol to the General Agreement on Trade in Services. Geneva: World Trade Organisation. 17 July 2003 <http://www.wto.org/english/tratop_e/serv_e/4prote_e.htm>. Links http://www.accc.gov.au/pubs/publications/utilities/telecommunications/Emerg_mar_struc.doc http://www.accc.gov.au/speeches/2003/Fels_ATUG_6March03.doc http://www.accc.gov.au/telco/fs-telecom.htm http://www.aph.gov.au/house/committee/cita/Wbt/report.htm http://www.dcita.gov.au/Article/0,,0_1-2_3-4_115485,00.html http://www.dcita.gov.au/Article/0,,0_1-2_3-4_115486,00.html http://www.noie.gov.au/projects/access/access/broadband1.htm http://www.noie.gov.au/publications/NOIE/BAG/report/index.htm http://www.pc.gov.au http://www.pc.gov.au/inquiry/telecommunications/finalreport/ http://www.telinquiry.gov.au/final_report.html http://www.telinquiry.gov.au/rti-report.html http://www.wto.org/english/tratop_e/serv_e/12-tel_e.htm http://www.wto.org/english/tratop_e/serv_e/4prote_e.htm Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Goggin, Gerard. "Broadband" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0308/02-featurebroadband.php>. APA Style Goggin, G. (2003, Aug 26). Broadband. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0308/02-featurebroadband.php>

Rip, mix, share, and sue. Has ‘copy’ become a dirty word? The invitation to artists, activists, consumers and critics to engage in the debate surrounding the creative processes of ‘copy’ has been insightful, if not inciting sampling/reproduction/reflection itself: It clearly questions whether ‘copy’ deserves the negative connotations that it currently summonses. It has confronted the divide between the original and its replica, and questioned notions of authenticity and the essence of identity. It has found that ‘open source’ is an opportunity to capitalise on creativity, and that reuse is resplendently productive. Cultural expression and social exchange are seen to rest upon the acts of copying which are brought to our attention in this edition. As this issue illustrates, the word ‘copy’ has numerous interpretations, applications, and angles, yet an overriding wealth of debate currently outweighs all others; and that surrounds the tumultuous issue of ‘protecting’ copyright in the digital age. Since its conception in the 17th century, copyright law has faced an increasing challenge in achieving its original aims; namely, to strike a balance between creators’ and consumers’ rights in allowing concurrent attribution and access to works. Recent dramatic technological advancements affecting reproduction and distribution of copies, particularly pertaining to the Internet, have fundamentally changed and challenged the content environment. When copyright laws were first conceived, copying and distributing creative works was difficult. Now these activities are virtually free, and practically pervasive; in the digital age, the difficulty lies in their control. Yet because the primarily Western copyright regime relies on providing rights holders with the ability to control their works, copyright industries are working on strategies to garner greater control. Heading this list of strategies are technological content protection mechanisms, consumer education, and lawsuits against individual copyright infringers. Peer-to-peer (P2P) networks are being exploited and sabotaged simultaneously by entities within the Creative Industries, in an attempt to learn from and eliminate the free ‘competition’. Perceiving the mismatch of legal sanction and access to enabling technologies, critics revile the increasing restriction on consumers and creativity. The music industry, in particular, is experimenting with new business models to confine consumers’ rights to enjoy a growing bank of online music. Technical protection mechanisms, within the ambit of Digital Rights Management (DRM), are increasingly applied to enforce these licensing restrictions, providing ‘speed bumps’ for access to content (Digital Connections Council of the Committee for Economic Development 50). Given that these mechanisms can only temporarily allow a limited level of control over access to and usage of content, however, both IP and contract law are essential to the prevention and deterrence of infringement. While production and distribution corporations agitate about online ‘piracy’, an increasing population of consumers are unsympathetic, knowing that very little of the music industry revenue ends up in the pockets of artists, and knowing very little of the complex law surrounding copyright. Over the past few hundred years the content distribution business has become particularly wealthy, and it is primarily this link of the content chain from creator to consumer that is tending towards redundancy in the digital networked world: those who once resided in the middle of the content chain will no longer be required. When individuals and collectives create something they are proud of, they want the world to experience and talk about it, if not ‘rip, mix, mash, and share’ it. The need to create and communicate has always been part of human makeup. Infants learn rapidly during their first few years primarily by observing and emulating the behaviour of adults. But as children progress, and begin creating what they perceive to be their unique contribution, they naturally want to claim and display it as their own; hence the importance of attribution and moral rights to this debate. Clearly, society benefits in many ways from this drive to create, innovate, communicate, learn and share contributions. One need only cite Sir Isaac Newton, who is attributed as having said, ‘If I have seen further, it is by standing on the shoulders of giants.’ Academics and scientists worldwide have long collaborated by sharing and building on one another’s work, a fact acknowledged by the Science Commons initiative (http://www.sciencecommons.org/) to provide open access to academic research and development. Such has been inspired by the vision of Lawrence Lessig, as espoused in The Future of Ideas: The Fate of the Commons in a Connected World. Appropriation of bits and pieces (‘samples’) of another’s work, along with appropriate attribution, has always been acceptable until recently. This legal tension is explored by authors Frederick Wasser, in his article ‘When Did They Copyright the World Without Us Noticing?’, and Francis Raven, in ‘Copyright and Public Goods: An Argument for Thin Copyright Protection’. Wasser explores the recent agitation against the legislated copyright extension in the United States to 95 years from publication (or 120 years from creation, whichever is shorter) from an original 14, accompanied by the changing logic of copyright, which has further upset the balance between protection and fair use, between consumer and creator, and ultimately invests power in the intermediary. Raven argues for ‘thin’ copyright protection, having the intention to protect the incentive for producers to create while also defending the public’s right to a rich intellectual realm in the public domain. Current conflict surrounding music sampling illustrates that our evolution towards a regime of restrictive licensing of digital works, largely driven by copyright owners and content distributors, has made the use of bits and pieces of existing music difficult, if not impossible. In this issue’s feature article ‘Good Copy/Bad Copy’, Steve Collins examines the value of ‘copy’ where musical creativity and copyright law intersect. The recontextualisation and reshaping of music with regard to cover versions and sampling brings into relief the disparity in current legal and licensing provisions. When creativity is stifled by copyright, the original intention of the law is lost. Collins argues that creators are now subject to the control of an oppressive monopoly, which clearly should be addressed if innovative cultural expression is to thrive. The issue’s second article, ‘The Affect of Selection in Digital Sound Art’ by author and sound artist Owen Chapman, aka ‘Opositive’, explores the interplay and influence between the ‘raw and the remixed’, where subjective control over sound production is questioned. Transformation of sound hovers between an organic and intentional process, and creates affective influence: we are ultimately entreated to listen and learn, as sampling selection goes gestalt. Moving from the aural domain to the written, the significance of textual reuse and self-referentiality is introduced by Kirsten Seale in her academic exploration of reuse in the works of Iain Sinclair. Sinclair, in Dining on Stones (or, the Middle Ground), is seen to have subverted the postmodernist obscuration/denial of authorial control through the reintroduction of an assured self-sampling technique. Also in contemplating the written creative process, after significant exposure to the ever-more-evident proclivities of students to cut and paste from Websites, Dr. Gauti Sigthorsson asserts that plagiarism is merely symptomatic of the dominant sampling culture. Rather than looming as a crisis, Sigthorsson sees this increasing appropriation as a ‘teachable moment’, illustrating the delights of the open source process. Issues of identity and authenticity are explored in ‘Digital Doppelgängers’ by Lisa Bode, and ‘Slipping and Sliding: blind optimism, greed and the effect of fakes on our cultural understanding’ by art fraud and forensic expert Robyn Sloggett. In introducing the doppelgänger of Indo-European folklore and literature as the protagonist’s sinister double, Bode goes on to explore the digital manifestation: the image which challenges the integrity of the actor and his/her reflection, where original identity may be beyond the actor’s control. In copy’s final article ‘Slipping and Sliding’ by Sloggett, the determination of artistic authenticity is explored. Identity is seen to be predicated on authenticity: but does this necessarily hold? In reflecting on the notions of ‘copy’ explored in this issue, it is clear that civilisation has progressed by building on past successes and failures. A better, richer future can be possible if we continue to do exactly this. Instead, rights holders are striving to maintain control, using clumsy methods that effectively alter traditional user rights (or perceived rights) and practices. Imagine instead if all creative content were virtually free and easily accessible to all; where it would not longer be an infringement to make and share copies for non-commercial reasons. Is it possible to engineer an alternative incentive (to copyright) for creativity to flourish? This is, after all, the underlying goal behind copyright law. Copyright law provides a creator with a temporary monopoly over the sale and distribution of their work. Infringing copyright law is consequently depriving creators of this mechanism to make money, obtain notoriety and thus their very motivation to create. This goal to provide creative incentive is fundamentally important for society, intellectually and culturally, but alternative means to achieve it are worthy of exploration. A familiar alternative option to help generate creativity is to apply a special tax (levy) on all goods and services that enable viewing, listening, reading, publishing, copying, and downloading of digital content. The revenue pool this generates is then available for distribution amongst content creators, thereby creating a financial incentive. In over 40 countries, primarily European, partial variations of such a levy system are currently used to compensate copyright owners whilst allowing consumers a certain degree of free private copying. Professor William Fisher, Hale and Dorr Professor of Intellectual Property Law at Harvard University, and Director of the Berkman Centre for Internet and Society, proposes as much in his book outlining a government-administered compensation scheme, encompassing free online access to music and movies: Promises to Keep: Technology, Law and the Future of Entertainment. As we are left to contemplate copyrights and ‘copywrongs’ (Vaidhyanathan), we may reflect that the ‘promotion of the progress of science and the useful arts’, as per Harper v. Row (471 U.S.), rests with the (some say draconian) directions determined by legislation. Measures contained in instruments such as the Digital Millennium Copyright Act (DMCA), continue to diminish, if not desecrate, the public domain. Moreover, as the full impact of the Free Trade Agreement (FTA) with the United States looms for the Australian audience, in the adoption of the extension of the copyright term to the criminalisation of IP infringement, we realise that the establishment of economically viable and legal alternatives to the adopted regime is paramount. (Moore) We are also left to lament the recent decision in MGM vs. Grokster, where the US Supreme Court has ruled unanimously against the file-sharing service providers Grokster and Streamcast Networks (developers of Morpheus), serving as an illustration of ongoing uncertainty surrounding P2P networks and technologies, and lack of certainty of any court decisions regarding such matters. In the future, as we log into Longhorn (http://msdn.microsoft.com/longhorn/), we will wonder where our right to enjoy began to disappear. Electronic Frontier Foundation’s (http://www.eff.org/) cry to ‘Defend Freedom in the Digital World’ gains increasing resonance. In presenting ‘copy’ to you, we invite you cut, paste, innovate, create, and be entertained, to share, and share alike, while you still can. References Digital Connections Council of the Committee for Economic Development (CED). Promoting Innovation and Economic Growth: The Special Problem of Digital Intellectual Property, 2004. http://www.ced.org/docs/report/report_dcc.pdf>. Fisher, William. Promises to Keep: Technology, Law, and the Future of Entertainment. Palo Alto CA: Stanford UP, 2004. Lessig, Lawrence. The Future of Ideas: The Fate of the Commons in a Connected World. New York: Random House, 2001. Moore, Christopher. “Creative Choices: Changes to Australian Copyright Law and the Future of the Public Domain.” Media International Australia 114 (2005): 71-82. Vaidhyanathan, Siva. Copyrights and Copywrongs: The Rise of Intellectual Property and How It Threatens Creativity. New York: New York UP, 2003. Citation reference for this article MLA Style Leisten, Susanna, and Rachel Cobcroft. "Copy." M/C Journal 8.3 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0507/01-editorial.php>. APA Style Leisten, S., and R. Cobcroft. (Jul. 2005) "Copy," M/C Journal, 8(3). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0507/01-editorial.php>.

The following article is in response to a research project that took the form of a road trip from Perth to Lombadina re-enacting the journey undertaken by the characters in the play Bran Nue Dae by playwright Jimmy Chi and Broome band Kuckles. This project was facilitated by the assistance of a Creative and Research Publication Grant from the Faculty of Communications and Creative Industries, Edith Cowan University, Western Australia. The project was carried out by researchers Kara Jacob and Margaret Hair. One thing is plainly clear. Aboriginal art expresses the possibility of human intimacy with landscapes. This is the key to its power: it makes available a rich tradition of human ethics and relationships with place and other species to a worldwide audience. For the settler Australian audience, caught ambiguously between old and new lands, their appreciation of this art embodies at least a striving for the kind of citizenship that republicans wanted: to belong to this place rather than to another (Marcia Langton in Watson 191). Marcia Langton is talking here about painting. My question is whether this “kind of citizenship” can also be accessed through appreciation of indigenous theatre, and specifically through the play Bran Nue Dae, by playwright Jimmy Chi and Broome band Kuckles, a play closely linked to the Western Australian landscape through its appropriation of the road trip genre. The physical journey taken by the characters metaphorically takes them also through the contact history of black and white Australians in Western Australia. Significantly, the non-indigenous characters experience the redemptive power of “human intimacy with landscapes” through travelling to the traditional country of their road trip companions. The road trip genre typically places its characters on a quest for knowledge. American poet Gary Snyder says that the two sources of human knowledge are symbols and sense-impressions (vii). Bran Nue Dae abounds with symbols, from the priest’s cassock and mitre to Roebourne prison; however, the sense impressions, which are so strong in the performance of the play, are missing from the written text, apart from ironic comments on the weather. In my efforts to understand Bran Nue Dae, I undertook the road trip from Perth to the Kimberley myself in order to discover those missing sense-impressions, as they form part of the “back story” of the play. In the play there is a void between the time the characters leave Perth and reach first Roebourne, where they are locked up, and then Roebuck Plains, not far from Broome, yet in the “real world” they would have travelled more than two thousand kilometres. What would they have seen and experienced on this journey? I took note of Krim Benterrak, Paddy Roe and Stephen Muecke’s Reading the Country, a cross-cultural and cross-textual study on Roebuck Plains, near Broome. Muecke talks about “stories being contingent upon place … Aboriginal storytellers have a similar policy. If one is not prepared to take the trouble to go to the place, then its story can only be given as a short version” (72). In preparing for the trip, I collected tourist brochures and maps. The use of maps, seemingly essential on any road trip as guides to “having a look at” country (Muecke ibid.), was instantly problematic in itself, in that maps represent country as colonised space. In Saltwater People, Nonie Sharp discusses the “distinction between mapping and personal journeying”: Maps and mapping describe space in a way that depersonalises it. Mapping removes the footprints of named creatures – animal, human, ancestral – who belong to this place or that place. A map can be anywhere. ‘Itineraries’, however, are actions and movements within a named and footprinted land (Sharp 199-200). The country journeyed through in Bran Nue Dae, which privileges indigenous experience, could be designated as the potentially dangerous liminal space between the “map” and the “itinerary”. This “space between” resonates with untold stories, with invisibilities. One of the most telling discoveries on the research trip was the thoroughness with which indigenous people have been made to disappear from the “mapped” zones through various colonial policies. It was very evident that indigenous people are still relegated to the fringes of town, as in Onslow and Port Hedland, in housing situations closely resembling the old missions and reserves. Although my travelling companion and I made an effort in every place we visited to pay our respects by at least finding out the language group of the traditional owners, it became clear that a major challenge in travelling through post-colonial space is in avoiding becoming complicit in the disappearance of indigenous people. We wanted our focus to be “on the people whose bodies, territories, beliefs and values have been travelled though” (Tuhiwai Smith 78) but our experience was that finding even written guides into the “footprinted land” is not easy when few tourist pamphlets acknowledge the traditional owners of the country. Even when “local Aboriginal” words are quoted, as in the CALM brochure for Nambung National Park (i.e., the Pinnacles), the actual language or language group is not mentioned. In many interpretive brochures and facilities, traditional owners are represented as absent, as victims or as prisoners. The fate of the “original inhabitants of the Greenough Flats”, the Yabbaroo people, is alluded to in the Greenough River Nature Walk Trail Guide, under the title, “A short history of Greenough River from the Rivermouth to Westbank Road”: The Gregory brothers, exploring for pastoral land in 1848, peacefully met with a large group of Aborigines camped beside a freshwater spring in a dense Melaleuca thicket. They named the spring Bootenal, from the Nyungar word Boolungal, meaning pelican. Gregory’s glowing reports of good grazing prompted pastoralists to move their flocks to Greenough, and by 1852 William Criddle was watering cattle for the Cattle Company at the Bootenal Spring. The Aborigines soon resented this intrusion and in 1854, large numbers with many from surrounding tribes, gathered in the relative safety of the Bootenal thicket. Making forays at night, they killed cattle and sheep and attacked homesteads. The pastoralists retaliated by forming a posse at Glengarry under the command of the Resident Magistrate. On the night of the 4th/5th July they rode to Bootenal and drove the Aborigines from the thicket. No arrests were made and no official report given of casualties. Aboriginal resistance in the area was finished. The fact that the extract actually describes a massacre while purporting to be a “history of Greenough River” subverts the notion that the land can ever really be “depersonalised”. At the very heart of the difference lie different ways of being human: in Aboriginal classical tradition the person dwells within a personified landscape which is alive, named, inscribed by spiritual and human agents. It is a ‘Thou’ not an ‘It’, and I and Thou belong together (Sharp 199-200). Peter Read’s book Belonging: Australians, Place and Aboriginal Ownership contains a section titled “The Past Embedded in the Landscape” in which Read discusses whether the land holds the memory of events enacted upon it, so forming a tangible link between the dispossessed and the possessors. While discussing Judith Wright’s poem Bora Ring, Read states: “The unlaid violence of dispossession lingers at the sites of evil or old magic”, bringing to mind Wright’s notion of Australia as “a haunted country” (14). It is not surprising that the “unlaid violence of dispossession lingers” at the sites of old prisons and lock-ups, since it is built into the very architecture. The visitor pamphlet states that the 1890s design by George Temple Poole of the third Roebourne gaol, further up the great Northern Highway from Greenough and beautifully constructed from stone, “represents a way in which the state ideology of control of a remote and potentially dangerous population could be expressed in buildings”. The current Roebourne prison, still holding a majority of Aboriginal inmates, does away with any pretence of architectural elegance but expresses the same state ideology with its fence topped with razor wire. Without a guide like Bran Nue Dae’s Uncle Tadpole to keep us “off the track”, non-indigenous visitors to these old gaols, now largely museums, may be quickly led by the interpretation into the “mapped zone” – the narrative of imperialist expansion. However, we can follow Paul Carter’s injunction to “deepen grooves” and start with John Pat’s story at the Roebourne police lock-up, or the story of any indigenous inmate of the present Roebuck prison, spiralling back a century to the first Roebuck prison in settler John Withnell’s woolshed (Weightman 4). Then we gain a sense of the contact experience of the local indigenous peoples. John Withnell and his wife Emma are represented as particularly resourceful by the interpretation at the old Roebourne gaol (now Roebourne Visitors Centre and Museum). The museum has a replica of a whalebone armchair that John Withnell built for his wife with vertebrae as the seat and other bones as the back and armrests. The family also invented the canvas waterbag. The interpretation fails to mention that the same John Withnell beat an Aboriginal woman named Talarong so severely for refusing to care for sheep at Withnell’s Hillside Station that “she retreated into the bush and died of her injuries two days later”. No charges were brought against Withnell because, according to the Acting Government Resident, of the “great provocation” by Talarong in the incident (Hunt 99-100). Such omissions and silences in the official record force indigenous people into a parallel “invisible country” and leave us stranded on the highways of the “mapped zone”, bereft of our rights and responsibilities to connect either to the country or to its traditional owners. Roebourne, and its coastal port Cossack, stand on the hauntingly beautiful country of the Ngarluma and seaside Yapurarra peoples. Settlers first arrived in the 1860s and Aboriginal people began to be officially imprisoned soon after, primarily as a result of their resistance to being “blackbirded” and exploited as labour for the pearling and pastoral industries. Prisoners were chained by the neck, day and night, and forced to build roads and tramlines, ostensibly a “civilising” practice. As the history pamphlet for The Old Roebourne Gaol reads: “It was widely believed that the Roebourne Gaol was where the ‘benefit’ of white civilisation could be shown to the ‘savage’ Aboriginal” (Weightman 2). The “back story” I discovered on this research trip was one of disappearance – indigenous people being made to disappear from their countries, from non-indigenous view and from the written record. The symbols I surprisingly most engaged with and which most affected me were the gaols and prisons which the imperialists used as tools of their trade in disappearance. The sense impressions I experienced – extreme beauty, isolation, heat and sandflies – reinforced the complexity of Western Australian contact history. I began to see the central achievement of Bran Nue Dae as being the return of indigenous people to country and to story. This return, so beautifully realised in when the characters finally reach Lombadina and a state of acceptance, is critical to healing the country and to the attainment of an equitable “kind of citizenship” that denotes belonging for all. References Aboriginal Tourism Australia. Welcome to Country: Respecting Indigenous Culture for Travellers in Australia. 2004. Benterrak, Krim, Stephen Muecke, and Paddy Roe. Reading the Country. Perth: Fremantle Arts Centre Press, 1984. Carter, Paul. The Lie of the Land. London: Faber & Faber, 1996. Dalton, Peter. “Broome: A Multiracial Community. A Study of Social and Cultural Relationships in a Town in the West Kimberleys, Western Australia”. Thesis for Master of Arts in Anthropology. Perth: University of Western Australia, 1964. Hunt, Susan Jane. Spinifex and Hessian: Women’s Lives in North-Western Australia 1860–1900. Nedlands, WA: U of Western Australia P, 1986. Read, Peter. Belonging: Australians, Place and Aboriginal Ownership. UK: Cambridge UP, 2000. Reynolds, Henry. North of Capricorn: The Untold History of Australia’s North. Sydney: Allen & Unwin, 2003. Reynolds, Henry. Why Weren’t We Told? Ringwood, Victoria: Penguin Books Australia, 1999. Sharp, Nonie. Saltwater People: The Waves of Memory. Sydney: Allen & Unwin, 2002. Shire of Greenough. Greenough River Nature Walk Trail Guide. 2005. Tuhiwai Smith, Linda. Decolonizing Methodologies. Dunedin, New Zealand: U of Otago P, 1999. Watson, Christine. Piercing the Ground. Perth: Fremantle Arts Centre P, 2003. Weightman, Llyrus. The Old Roebourne Gaol: A History. Pilbara Classies & Printing Service. Wright, Judith. The Cry for the Dead. 1981. 277-80. Citation reference for this article MLA Style Hair, Margaret. "Invisible Country." M/C Journal 8.6 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0512/09-hair.php>. APA Style Hair, M. (Dec. 2005) "Invisible Country," M/C Journal, 8(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0512/09-hair.php>.

Naomi Klein’s global bestseller No Logo was published in paperback in the USA in December 2000; in the UK in January 2001. Few blockbuster publications can have been more sweetly timed. All around the world, spectacular public protests were occurring at major international forums: at the World Trade Organisation meeting in Seattle in 1999, at Melbourne’s World Economic Forum meeting in September 2000 and later that month at the International Monetary Fund meeting in Prague. In what was dubbed a ‘year of global protest’ in journals from the Providence Phoenix to the Socialist Review, Klein’s book seemed to offer a story that lent coherence to what was otherwise seen as a bewilderingly heterogenous ‘movement’. Though protestors were often described in the media as criticising and opposing ‘globalisation’, the sense of this perennially vague word, and the nature and purpose of oppositional practice, seemed to change depending on who was asked: French farmers, Washington trade unionists, African politicians, feral DJs, or those emblematic ‘anarchists in black ski masks’ with whom reporters everywhereseemed to be so fascinated. Amidst media and public confusion, and concerns that the new movements might simply be incoherent, Klein suggested that the major target of these plural global protests was, and ought to be postmodernity’s hegemon, the trans-national corporation, particularly where it was operating in its newer, brand-driven mode. At a time when we were told that symbolic production was the dominant economic mode in the West, the logo which was the new corporation’s organising principle, its key property and the talisman of its identity was, in Klein’s view, a sensible, even inevitable focus for dissent. The logo, and a corporation’s brand, partly since they were its central commodities, were also its vulnerabilities. Describing the often-horrific consequences of TNCs’ negiligent or nasty labour and environmental practices (on- and offshore), their voracious co-optation of popular culture, and pointing out the contradictions between these tendencies and the companies’ lovingly nurtured brand identities, Klein offered a rationale for those practices which themselves acted on the symbolic level, and turned the logo against its masters. With Klein (and others like Adbusters) describing, validating and promoting new (and not so new) forms of anticorporate activism, methods of creative resistance with lineage stretching back at least as far as dada became nominalised, - or perhaps branded – as “culture-jamming”, “adbusting”, “hacktivism” etc. In academe, scholarly capital was made from taxonomies and histories of such practices produced for an audience anxious to know about radical cultural action that seemed to be premised on a critical semiotics. These practices themselves became popular (or was it just that they were, suddenly, easier to recognise?) Activist appropriations of the logo began to proliferate, dotting the landscape of our visual culture like pimples on the cheeks of McDonald’s staff. The visual-cultural hack had been codified, incorporated, disseminated, not least through the circuits of that paradigm of international capitalism, publishing. Some questions arose almost immediately. Was the work of Klein and the culture-jammers, whose critique parasitised its object, simply doing its merry, viral work within the body of its late-capitalist host? Or was Klein’s packaging of dissent the final, grand co-optation of oppositional practice? Did either question make sense? And, finally, what was the Matrix? More questions have arisen about Klein’s book and what it described as time has passed. Though her publisher, forgivably, drew comparisons with Marx, whereas Lenin required a prison sentence to come to grips with Capital, No Logo requires only a weekend of a moderately speedy reader. Is the book’s easily digestible analysis sufficient to its object – nothing less than global capitalism – and is a sufficient basis for effective critical action? Does the book, and the practices it describes, simply represent a recrudescence of the tendency on the left, related to Puritan iconoclasm, to be suspicious of visual culture, wary of pleasure and alert for what the illusion conceals? Does Klein’s description of the contradictions between brand identity and corporate practice represent a repetition of ideological critique, where brand management is collapsed into the manufacturing of false consciousness? Does it all proceed from an anxiety around the operation of the sign and its circulation? Or is the opposite true, and is this activism as a playful semiotic contest with(in) corporate culture? Does Klein’s (and, she implies, her generation’s) self-confessed fascination with ‘the shiny surfaces of pop culture’ lead to a fetishism of branding practices and a lack of attention to the operations of what Marxists once called the ‘base’, and do her solutions amount to a strategy of consumer sovereignty-style activism, which leaves the structures of global inequality intact? Does No Logo privilege Western consumer activism as a solution, and does it, through its deployment of the suffering of the Oriental other, simply reconstitute a ‘zone of safety’ around the Western subject? Is it possible, in any case, for any more detailed or nuanced analysis to have a non-specialist circulation? Is it significant that almost all responses to the book are structured by ambivalence? You may be relieved to know that the ‘logo’ edition of m/c, though it needs to be situated in relation to the popular emergence of ‘logo-centric’ critique and practice, doesn’t try to answer too many of these questions directly. Instead, the authors approach the issue theme from the perspective of 2003, where, among other things, a war has intervened and exposed again the strengths and weaknesses of global dissent, and the ambitions of global capital. What this edition of m/c indicates is the variety of possible responses to, and uses of, corporate visual culture. Some of the authors write about or speak to the ‘celebrities’ of anticorporate activism – the new avant-gardes – showing not only that their plurality of political positions, motivations, and means of expression always meant a diverse and surprising range of actions beyond the scope of terms like ‘culture jamming’, but that the character of anticorporate activism has changed since (or always evaded) Klein’s attempt to map them. McKenzie Wark’s feature article is written in the finest tradition of cultural histories of the avant-garde. It tells the story of etoy, the Swiss collective who through fortuity and their own taste for refusal were thrown into a confrontation with one of the brightest rising corporate stars of the e-commerce boom. The importance of this confrontation and its implications increased in direct proportion with its growing absurdity. Danni Zuvela’s chat with the producers of Value-Added Cinema, Susie Khamis’s piece on ®™ark and jOhn pAce’s on the Yes Men show us the interesting and, importantly, very funny methods used by anticorporate activists in challenging the operations of global corporations and the metanational . Some of the authors tell new kinds of stories about brands and their use. Douglas Rushkoff gives us a brief history of the brand and its use in coercion. Lucy Nicholas, in ‘What kind of fucked version of Hello Kitty are you’, ingeniously maps generational and political contest within feminism onto the differing readings, uses and appropriations of that emblem of Japanese-style cuteness, Hello Kitty, based on her research on, and practice of riot grrrl feminism. Andrew Grainger and David L. Andrews, in ‘Postmodern Puma’, tell of how Puma’s commercial recovery in recent years has been premised on ‘nurturing of an ever-expanding array of consumer subjectivities’, and suggest that the very mutability of Puma’s brand identity may ensure its survival in the global style wars. The reader will also find extended theoretical consideration of the mechanisms and functionings of the logo in meaning-making, and of its place in contemporary visual culture. While Helene Frichot carries out a Deleuzean critique of the operations of the logo and its makers, Douglas Kellner thinks about the logo in terms of Situationist ideas about the society of the spectacle, and wonders about the logo as both stimulus to, and object of consumption. In two of the collected pieces, we find scholars turning the lens around on educational institutions, and considering the genesis and uses of the scholarly ‘brand’. Jeremy Hunsinger is concerned with the conversion of the university, and academic reputation, into brand identity. Ned Rossiter worries about the rise of ‘creative industries’ as a scholarly and institutional paradigm in place of the traditional humanities, and and wonders how much it really helps the students in whose name it is instituted. This is related to a paper Rossiter delivered with Danny Butt at the Cultural Studies Association of Australia conference in 2002, which gave rise to lively discussion. While Craig Bellamy echoes and expands on themes in this introduction with a survey of global protest and social movements in the years since No Logo was published, the issue’s cover art – ‘logo’s’ logo – subtly amplifies and complements the themes of the whole issue. In the beginning, we are told, was the word (‘logos’), later we get the word made flesh. Here then is the flesh-made word; the visceral, original meaning of brand presented to us by Melbourne artist busa<>aat. Here is the logo (home)-branded on meat, reminding us of the brand’s genesis as a marker for organic chattels, and parodying and predicting the trajectory of symbolic capital – beyond the adolescent “love-marks” of contemporary branders and into the fusion of flesh and fantasy – real branding, where the good defines the Good. From a present where footballers rename themselves ‘Whiskas’ for a day, busa<>aat sees a future where we can dance together toe to logo, jiggling to a jingle, competing like microscopic Spanish dancers on an Arnott’s Shape. One where we can all get on down at the logo au-go-go. May we have this dance? Works Cited Klein, Naomi. No Logo: Taking Aim at the Brand Bullies. New York: Picador, 2000. Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Pace, John and Wilson, Jason A.. "(No) Logo Au-go-go " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/01-editorial.php>. APA Style Pace, J. & Wilson, J. A. (2003, Jun 19). (No) Logo Au-go-go . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/01-editorial.php>

1. Guy Debord in the Land of the Long WeekendIt’s the weekend – leisure time. It’s the interlude when, Guy Debord contends, the proletarian is briefly free of the “total contempt so clearly built into every aspect of the organization and management of production” in commodity capitalism; when workers are temporarily “treated like grown-ups, with a great show of solicitude and politeness, in their new role as consumers.” But this patronising show turns out to be another form of subjection to the diktats of “political economy”: “the totality of human existence falls under the regime of the ‘perfected denial of man’.” (30). As Debord suggests, even the creation of leisure time and space is predicated upon a form of contempt: the “perfected denial” of who we, as living people, really are in the eyes of those who presume the power to legislate our working practices and private identities.This Saturday The Weekend Australian runs an opinion piece by Christopher Pearson, defending ABC Radio National’s Stephen Crittenden, whose program The Religion Report has been axed. “Some of Crittenden’s finest half-hours have been devoted to Islam in Australia in the wake of September 11,” Pearson writes. “Again and again he’s confronted a left-of-centre audience that expected multi-cultural pieties with disturbing assertions.” Along the way in this admirable Crusade, Pearson notes that Crittenden has exposed “the Left’s recent tendency to ally itself with Islam.” According to Pearson, Crittenden has also thankfully given oxygen to claims by James Cook University’s Mervyn Bendle, the “fairly conservative academic whose work sometimes appears in [these] pages,” that “the discipline of critical terrorism studies has been captured by neo-Marxists of a postmodern bent” (30). Both of these points are well beyond misunderstanding or untested proposition. If Pearson means them sincerely he should be embarrassed and sacked. But of course he does not and will not be. These are deliberate lies, the confabulations of an eminent right-wing culture warrior whose job is to vilify minorities and intellectuals (Bendle escapes censure as an academic because he occasionally scribbles for the Murdoch press). It should be observed, too, how the patent absurdity of Pearson’s remarks reveals the extent to which he holds the intelligence of his readers in contempt. And he is not original in peddling these toxic wares.In their insightful—often hilarious—study of Australian opinion writers, The War on Democracy, Niall Lucy and Steve Mickler identify the left-academic-Islam nexus as the brain-child of former Treasurer-cum-memoirist Peter Costello. The germinal moment was “a speech to the Australian American Leadership Dialogue forum at the Art Gallery of NSW in 2005” concerning anti-Americanism in Australian schools. Lucy and Mickler argue that “it was only a matter of time” before a conservative politician or journalist took the plunge to link the left and terrorism, and Costello plunged brilliantly. He drew a mental map of the Great Chain of Being: left-wing academics taught teacher trainees to be anti-American; teacher trainees became teachers and taught kids to be anti-American; anti-Americanism morphs into anti-Westernism; anti-Westernism veers into terrorism (38). This is contempt for the reasoning capacity of the Australian people and, further still, contempt for any observable reality. Not for nothing was Costello generally perceived by the public as a politician whose very physiognomy radiated smugness and contempt.Recycling Costello, Christopher Pearson’s article subtly interpellates the reader as an ordinary, common-sense individual who instinctively feels what’s right and has no need to think too much—thinking too much is the prerogative of “neo-Marxists” and postmodernists. Ultimately, Pearson’s article is about channelling outrage: directing the down-to-earth passions of the Australian people against stock-in-trade culture-war hate figures. And in Pearson’s paranoid world, words like “neo-Marxist” and “postmodern” are devoid of historical or intellectual meaning. They are, as Lucy and Mickler’s War on Democracy repeatedly demonstrate, mere ciphers packed with the baggage of contempt for independent critical thought itself.Contempt is everywhere this weekend. The Weekend Australian’s colour magazine runs a feature story on Malcolm Turnbull: one of those familiar profiles designed to reveal the everyday human touch of the political classes. In this puff-piece, Jennifer Hewett finds Turnbull has “a restless passion for participating in public life” (20); that beneath “the aggressive political rhetoric […] behind the journalist turned lawyer turned banker turned politician turned would-be prime minister is a man who really enjoys that human interaction, however brief, with the many, many ordinary people he encounters” (16). Given all this energetic turning, it’s a wonder that Turnbull has time for human interactions at all. The distinction here of Turnbull and “many, many ordinary people” – the anonymous masses – surely runs counter to Hewett’s brief to personalise and quotidianise him. Likewise, those two key words, “however brief”, have an unfortunate, unintended effect. Presumably meant to conjure a picture of Turnbull’s hectic schedules and serial turnings, the words also convey the image of a patrician who begrudgingly knows one of the costs of a political career is that common flesh must be pressed—but as gingerly as possible.Hewett proceeds to disclose that Turnbull is “no conservative cultural warrior”, “onfounds stereotypes” and “hates labels” (like any baby-boomer rebel) and “has always read widely on political philosophy—his favourite is Edmund Burke”. He sees the “role of the state above all as enabling people to do their best” but knows that “the main game is the economy” and is “content to play mainstream gesture politics” (19). I am genuinely puzzled by this and imagine that my intelligence is being held in contempt once again. That the man of substance is given to populist gesturing is problematic enough; but that the Burke fan believes the state is about personal empowerment is just too much. Maybe Turnbull is a fan of Burke’s complex writings on the sublime and the beautiful—but no, Hewett avers, Turnbull is engaged by Burke’s “political philosophy”. So what is it in Burke that Turnbull finds to favour?Turnbull’s invocation of Edmund Burke is empty, gestural and contradictory. The comfortable notion that the state helps people to realise their potential is contravened by Burke’s view that the state functions so “the inclinations of men should frequently be thwarted, their will controlled, and their passions brought into subjection… by a power out of themselves” (151). Nor does Burke believe that anyone of humble origins could or should rise to the top of the social heap: “The occupation of an hair-dresser, or of a working tallow-chandler, cannot be a matter of honour to any person… the state suffers oppression, if such as they, either individually or collectively, are permitted to rule” (138).If Turnbull’s main game as a would-be statesman is the economy, Burke profoundly disagrees: “the state ought not to be considered as nothing better than a partnership agreement in a trade of pepper and coffee, callico or tobacco, or some other such low concern… It is a partnership in all science; a partnership in all art; a partnership in every virtue, and in all perfection”—a sublime entity, not an economic manager (194). Burke understands, long before Antonio Gramsci or Louis Althusser, that individuals or social fractions must be made admirably “obedient” to the state “by consent or force” (195). Burke has a verdict on mainstream gesture politics too: “When men of rank sacrifice all ideas of dignity to an ambition without a distinct object, and work with low instruments and for low ends, the whole composition [of the state] becomes low and base” (136).Is Malcolm Turnbull so contemptuous of the public that he assumes nobody will notice the gross discrepancies between his own ideals and what Burke stands for? His invocation of Burke is, indeed, “mainstream gesture politics”: on one level, “Burke” signifies nothing more than Turnbull’s performance of himself as a deep thinker. In this process, the real Edmund Burke is historically erased; reduced to the status of stage-prop in the theatrical production of Turnbull’s mass-mediated identity. “Edmund Burke” is re-invented as a term in an aesthetic repertoire.This transmutation of knowledge and history into mere cipher is the staple trick of culture-war discourse. Jennifer Hewett casts Turnbull as “no conservative culture warrior”, but he certainly shows a facility with culture-war rhetoric. And as much as Turnbull “confounds stereotypes” his verbal gesture to Edmund Burke entrenches a stereotype: at another level, the incantation “Edmund Burke” is implicitly meant to connect Turnbull with conservative tradition—in the exact way that John Howard regularly self-nominated as a “Burkean conservative”.This appeal to tradition effectively places “the people” in a power relation. Tradition has a sublimity that is bigger than us; it precedes us and will outlast us. Consequently, for a politician to claim that tradition has fashioned him, that he is welded to it or perhaps even owns it as part of his heritage, is to glibly imply an authority greater than that of “the many, many ordinary people”—Burke’s hair-dressers and tallow-chandlers—whose company he so briefly enjoys.In The Ideology of the Aesthetic, Terry Eagleton assesses one of Burke’s important legacies, placing him beside another eighteenth-century thinker so loved by the right—Adam Smith. Ideology of the Aesthetic is premised on the view that “Aesthetics is born as a discourse of the body”; that the aesthetic gives form to the “primitive materialism” of human passions and organises “the whole of our sensate life together… a society’s somatic, sensational life” (13). Reading Smith’s Theory of Moral Sentiments, Eagleton discerns that society appears as “an immense machine, whose regular and harmonious movements produce a thousand agreeable effects”, like “any production of human art”. In Smith’s work, the “whole of social life is aestheticized” and people inhabit “a social order so spontaneously cohesive that its members no longer need to think about it.” In Burke, Eagleton discovers that the aesthetics of “manners” can be understood in terms of Gramscian hegemony: “in the aesthetics of social conduct, or ‘culture’ as it would later be called, the law is always with us, as the very unconscious structure of our life”, and as a result conformity to a dominant ideological order is deeply felt as pleasurable and beautiful (37, 42). When this conservative aesthetic enters the realm of politics, Eagleton contends, the “right turn, from Burke” onwards follows a dark trajectory: “forget about theoretical analysis… view society as a self-grounding organism, all of whose parts miraculously interpenetrate without conflict and require no rational justification. Think with the blood and the body. Remember that tradition is always wiser and richer than one’s own poor, pitiable ego. It is this line of descent, in one of its tributaries, which will lead to the Third Reich” (368–9).2. Jean Baudrillard, the Nazis and Public MemoryIn 1937, during the Spanish Civil War, the Third Reich’s Condor Legion of the Luftwaffe was on loan to Franco’s forces. On 26 April that year, the Condor Legion bombed the market-town of Guernica: the first deliberate attempt to obliterate an entire town from the air and the first experiment in what became known as “terror bombing”—the targeting of civilians. A legacy of this violence was Pablo Picasso’s monumental canvas Guernica – the best-known anti-war painting in art history.When US Secretary of State Colin Powell addressed the United Nations on 5 February 2003 to make the case for war on Iraq, he stopped to face the press in the UN building’s lobby. The doorstop was globally televised, packaged as a moment of incredible significance: history in the making. It was also theatre: a moment in which history was staged as “event” and the real traces of history were carefully erased. Millions of viewers world-wide were undoubtedly unaware that the blue backdrop before which Powell stood was specifically designed to cover the full-scale tapestry copy of Picasso’s Guernica. This one-act, agitprop drama was a splendid example of politics as aesthetic action: a “performance” of history in the making which required the loss of actual historical memory enshrined in Guernica. Powell’s performance took its cues from the culture wars, which require the ceaseless erasure of history and public memory—on this occasion enacted on a breathtaking global, rather than national, scale.Inside the UN chamber, Powell’s performance was equally staged-crafted. As he brandished vials of ersatz anthrax, the power-point behind him (the theatrical set) showed artists’ impressions of imaginary mobile chemical weapons laboratories. Powell was playing lead role in a kind of populist, hyperreal production. It was Jean Baudrillard’s postmodernism, no less, as the media space in which Powell acted out the drama was not a secondary representation of reality but a reality of its own; the overheads of mobile weapons labs were simulacra, “models of a real without origins or reality”, pictures referring to nothing but themselves (2). In short, Powell’s performance was anchored in a “semiurgic” aesthetic; and it was a dreadful real-life enactment of Walter Benjamin’s maxim that “All efforts to render politics aesthetic culminate in one thing: war” (241).For Benjamin, “Fascism attempts to organize the newly created proletarian masses without affecting the property structure which the masses strive to eliminate.” Fascism gave “these masses not their right, but instead a chance to express themselves.” In turn, this required “the introduction of aesthetics into politics”, the objective of which was “the production of ritual values” (241). Under Adolf Hitler’s Reich, people were able to express themselves but only via the rehearsal of officially produced ritual values: by their participation in the disquisition on what Germany meant and what it meant to be German, by the aesthetic regulation of their passions. As Frederic Spotts’ fine study Hitler and the Power of Aesthetics reveals, this passionate disquisition permeated public and private life, through the artfully constructed total field of national narratives, myths, symbols and iconographies. And the ritualistic reiteration of national values in Nazi Germany hinged on two things: contempt and memory loss.By April 1945, as Berlin fell, Hitler’s contempt for the German people was at its apogee. Hitler ordered a scorched earth operation: the destruction of everything from factories to farms to food stores. The Russians would get nothing, the German people would perish. Albert Speer refused to implement the plan and remembered that “Until then… Germany and Hitler had been synonymous in my mind. But now I saw two entities opposed… A passionate love of one’s country… a leader who seemed to hate his people” (Sereny 472). But Hitler’s contempt for the German people was betrayed in the blusterous pages of Mein Kampf years earlier: “The receptivity of the great masses is very limited, their intelligence is small, but their power of forgetting is enormous” (165). On the back of this belief, Hitler launched what today would be called a culture war, with its Jewish folk devils, loathsome Marxist intellectuals, incitement of popular passions, invented traditions, historical erasures and constant iteration of values.When Theodor Adorno and Max Horkheimer fled Fascism, landing in the United States, their view of capitalist democracy borrowed from Benjamin and anticipated both Baudrillard and Guy Debord. In their well-know essay on “The Culture Industry”, in Dialectic of Enlightenment, they applied Benjamin’s insight on mass self-expression and the maintenance of property relations and ritual values to American popular culture: “All are free to dance and enjoy themselves”, but the freedom to choose how to do so “proves to be the freedom to choose what is always the same”, manufactured by monopoly capital (161–162). Anticipating Baudrillard, they found a society in which “only the copy appears: in the movie theatre, the photograph; on the radio, the recording” (143). And anticipating Debord’s “perfected denial of man” they found a society where work and leisure were structured by the repetition-compulsion principles of capitalism: where people became consumers who appeared “s statistics on research organization charts” (123). “Culture” came to do people’s thinking for them: “Pleasure always means not to think about anything, to forget suffering even where it is shown” (144).In this mass-mediated environment, a culture of repetitions, simulacra, billboards and flickering screens, Adorno and Horkheimer concluded that language lost its historical anchorages: “Innumerable people use words and expressions which they have either ceased to understand or employ only because they trigger off conditioned reflexes” in precisely the same way that the illusory “free” expression of passions in Germany operated, where words were “debased by the Fascist pseudo-folk community” (166).I know that the turf of the culture wars, the US and Australia, are not Fascist states; and I know that “the first one to mention the Nazis loses the argument”. I know, too, that there are obvious shortcomings in Adorno and Horkheimer’s reactions to popular culture and these have been widely criticised. However, I would suggest that there is a great deal of value still in Frankfurt School analyses of what we might call the “authoritarian popular” which can be applied to the conservative prosecution of populist culture wars today. Think, for example, how the concept of a “pseudo folk community” might well describe the earthy, common-sense public constructed and interpellated by right-wing culture warriors: America’s Joe Six-Pack, John Howard’s battlers or Kevin Rudd’s working families.In fact, Adorno and Horkheimer’s observations on language go to the heart of a contemporary culture war strategy. Words lose their history, becoming ciphers and “triggers” in a politicised lexicon. Later, Roland Barthes would write that this is a form of myth-making: “myth is constituted by the loss of the historical quality of things.” Barthes reasoned further that “Bourgeois ideology continuously transforms the products of history into essential types”, generating a “cultural logic” and an ideological re-ordering of the world (142). Types such as “neo-Marxist”, “postmodernist” and “Burkean conservative”.Surely, Benjamin’s assessment that Fascism gives “the people” the occasion to express itself, but only through “values”, describes the right’s pernicious incitement of the mythic “dispossessed mainstream” to reclaim its voice: to shout down the noisy minorities—the gays, greenies, blacks, feminists, multiculturalists and neo-Marxist postmodernists—who’ve apparently been running the show. Even more telling, Benjamin’s insight that the incitement to self-expression is connected to the maintenance of property relations, to economic power, is crucial to understanding the contemptuous conduct of culture wars.3. Jesus Dunked in Urine from Kansas to CronullaAmerican commentator Thomas Frank bases his study What’s the Matter with Kansas? on this very point. Subtitled How Conservatives Won the Heart of America, Frank’s book is a striking analysis of the indexation of Chicago School free-market reform and the mobilisation of “explosive social issues—summoning public outrage over everything from busing to un-Christian art—which it then marries to pro-business policies”; but it is the “economic achievements” of free-market capitalism, “not the forgettable skirmishes of the never-ending culture wars” that are conservatism’s “greatest monuments.” Nevertheless, the culture wars are necessary as Chicago School economic thinking consigns American communities to the rust belt. The promise of “free-market miracles” fails ordinary Americans, Frank reasons, leaving them in “backlash” mode: angry, bewildered and broke. And in this context, culture wars are a convenient form of anger management: “Because some artist decides to shock the hicks by dunking Jesus in urine, the entire planet must remake itself along the lines preferred” by nationalist, populist moralism and free-market fundamentalism (5).When John Howard received the neo-conservative American Enterprise Institute’s Irving Kristol Award, on 6 March 2008, he gave a speech in Washington titled “Sharing Our Common Values”. The nub of the speech was Howard’s revelation that he understood the index of neo-liberal economics and culture wars precisely as Thomas Frank does. Howard told the AEI audience that under his prime ministership Australia had “pursued reform and further modernisation of our economy” and that this inevitably meant “dislocation for communities”. This “reform-dislocation” package needed the palliative of a culture war, with his government preaching the “consistency and reassurance” of “our nation’s traditional values… pride in her history”; his government “became assertive about the intrinsic worth of our national identity. In the process we ended the seemingly endless seminar about that identity which had been in progress for some years.” Howard’s boast that his government ended the “seminar” on national identity insinuates an important point. “Seminar” is a culture-war cipher for intellection, just as “pride” is code for passion; so Howard’s self-proclaimed achievement, in Terry Eagleton’s terms, was to valorise “the blood and the body” over “theoretical analysis”. This speaks stratospheric contempt: ordinary people have their identity fashioned for them; they need not think about it, only feel it deeply and passionately according to “ritual values”. Undoubtedly this paved the way to Cronulla.The rubric of Howard’s speech—“Sharing Our Common Values”—was both a homage to international neo-conservatism and a reminder that culture wars are a trans-national phenomenon. In his address, Howard said that in all his “years in politics” he had not heard a “more evocative political slogan” than Ronald Reagan’s “Morning in America”—the rhetorical catch-cry for moral re-awakening that launched the culture wars. According to Lawrence Grossberg, America’s culture wars were predicated on the perception that the nation was afflicted by “a crisis of our lack of passion, of not caring enough about the values we hold… a crisis of nihilism which, while not restructuring our ideological beliefs, has undermined our ability to organise effective action on their behalf”; and this “New Right” alarmism “operates in the conjuncture of economics and popular culture” and “a popular struggle by which culture can lead politics” in the passionate pursuit of ritual values (31–2). When popular culture leads politics in this way we are in the zone of the image, myth and Adorno and Horkheimer’s “trigger words” that have lost their history. In this context, McKenzie Wark observes that “radical writers influenced by Marx will see the idea of culture as compensation for a fragmented and alienated life as a con. Guy Debord, perhaps the last of the great revolutionary thinkers of Europe, will call it “the spectacle”’ (20). Adorno and Horkheimer might well have called it “the authoritarian popular”. As Jonathan Charteris-Black’s work capably demonstrates, all politicians have their own idiolect: their personally coded language, preferred narratives and myths; their own vision of who “the people” might or should be that is conjured in their words. But the language of the culture wars is different. It is not a personal idiolect. It is a shared vocabulary, a networked vernacular, a pervasive trans-national aesthetic that pivots on the fact that words like “neo-Marxist”, “postmodern” and “Edmund Burke” have no historical or intellectual context or content: they exist as the ciphers of “values”. And the fact that culture warriors continually mouth them is a supreme act of contempt: it robs the public of its memory. And that’s why, as Lucy and Mickler’s War on Democracy so wittily argues, if there are any postmodernists left they’ll be on the right.Benjamin, Adorno, Horkheimer and, later, Debord and Grossberg understood how the political activation of the popular constitutes a hegemonic project. The result is nothing short of persuading “the people” to collaborate in its own oppression. The activation of the popular is perfectly geared to an age where the main stage of political life is the mainstream media; an age in which, Charteris-Black notes, political classes assume the general antipathy of publics to social change and act on the principle that the most effective political messages are sold to “the people” by an appeal “to familiar experiences”—market populism (10). In her substantial study The Persuaders, Sally Young cites an Australian Labor Party survey, conducted by pollster Rod Cameron in the late 1970s, in which the party’s message machine was finely tuned to this populist position. The survey also dripped with contempt for ordinary people: their “Interest in political philosophy… is very low… They are essentially the products (and supporters) of mass market commercialism”. Young observes that this view of “the people” was the foundation of a new order of political advertising and the conduct of politics on the mass-media stage. Cameron’s profile of “ordinary people” went on to assert that they are fatally attracted to “a moderate leader who is strong… but can understand and represent their value system” (47): a prescription for populist discourse which begs the question of whether the values a politician or party represent via the media are ever really those of “the people”. More likely, people are hegemonised into a value system which they take to be theirs. Writing of the media side of the equation, David Salter raises the point that when media “moguls thunder about ‘the public interest’ what they really mean is ‘what we think the public is interested in”, which is quite another matter… Why this self-serving deception is still so sheepishly accepted by the same public it is so often used to violate remains a mystery” (40).Sally Young’s Persuaders retails a story that she sees as “symbolic” of the new world of mass-mediated political life. The story concerns Mark Latham and his “revolutionary” journeys to regional Australia to meet the people. “When a political leader who holds a public meeting is dubbed a ‘revolutionary’”, Young rightly observes, “something has gone seriously wrong”. She notes how Latham’s “use of old-fashioned ‘meet-and-greet’campaigning methods was seen as a breath of fresh air because it was unlike the type of packaged, stage-managed and media-dependent politics that have become the norm in Australia.” Except that it wasn’t. “A media pack of thirty journalists trailed Latham in a bus”, meaning, that he was not meeting the people at all (6–7). He was traducing the people as participants in a media spectacle, as his “meet and greet” was designed to fill the image-banks of print and electronic media. Even meeting the people becomes a media pseudo-event in which the people impersonate the people for the camera’s benefit; a spectacle as artfully deceitful as Colin Powell’s UN performance on Iraq.If the success of this kind of “self-serving deception” is a mystery to David Salter, it would not be so to the Frankfurt School. For them, an understanding of the processes of mass-mediated politics sits somewhere near the core of their analysis of the culture industries in the “democratic” world. I think the Frankfurt school should be restored to a more important role in the project of cultural studies. Apart from an aversion to jazz and other supposedly “elitist” heresies, thinkers like Adorno, Benjamin, Horkheimer and their progeny Debord have a functional claim to provide the theory for us to expose the machinations of the politics of contempt and its aesthetic ruses.ReferencesAdorno, Theodor and Max Horkheimer. "The Culture Industry: Enlightenment as Mass Deception." Dialectic of Enlightenment. London: Verso, 1979. 120–167.Barthes Roland. “Myth Today.” Mythologies. Trans. Annette Lavers. St Albans: Paladin, 1972. 109–58.Baudrillard, Jean. Simulations. New York: Semiotext(e), 1983.Benjamin, Walter. “The Work of Art in the Age of Mechanical Reproduction.” Illuminations. Ed. Hannah Arendt. Trans. Harry Zorn. New York: Schocken Books, 1969. 217–251.Burke, Edmund. Reflections on the Revolution in France. Ed. Conor Cruise O’Brien. Harmondsworth: Penguin, 1969.Charteris-Black, Jonathan. Politicians and Rhetoric: The Persuasive Power of Metaphor. Houndmills: Palgrave Macmillan, 2006.Debord, Guy. The Society of the Spectacle. Trans. Donald Nicholson-Smith. New York: Zone Books, 1994.Eagleton, Terry. The Ideology of the Aesthetic. Oxford: Basil Blackwell, 1990.Frank, Thomas. What’s the Matter with Kansas?: How Conservatives Won the Heart of America. New York: Henry Holt and Company, 2004.Grossberg, Lawrence. “It’s a Sin: Politics, Post-Modernity and the Popular.” It’s a Sin: Essays on Postmodern Politics & Culture. Eds. Tony Fry, Ann Curthoys and Paul Patton. Sydney: Power Publications, 1988. 6–71.Hewett, Jennifer. “The Opportunist.” The Weekend Australian Magazine. 25–26 October 2008. 16–22.Hitler, Adolf. Mein Kampf. Trans. Ralph Manheim. London: Pimlico, 1993.Howard, John. “Sharing Our Common Values.” Washington: Irving Kristol Lecture, American Enterprise Institute. 5 March 2008. ‹http://www.theaustralian.news.com.au/story/0,25197,233328945-5014047,00html›.Lucy, Niall and Steve Mickler. The War on Democracy: Conservative Opinion in the Australian Press. Crawley: University of Western Australia Press, 2006.Pearson, Christopher. “Pray for Sense to Prevail.” The Weekend Australian. 25–26 October 2008. 30.Salter, David. The Media We Deserve: Underachievement in the Fourth Estate. Melbourne: Melbourne UP, 2007. Sereny, Gitta. Albert Speer: His Battle with Truth. London: Picador, 1996.Spotts, Frederic. Hitler and the Power of Aesthetics. London: Pimlico, 2003.Wark, McKenzie. The Virtual Republic: Australia’s Culture Wars of the 1990s. St Leonards: Allen & Unwin, 1997.Young, Sally. The Persuaders: Inside the Hidden Machine of Political Advertising. Melbourne: Pluto Press, 2004.

Proponents of the free culture movement argue that contemporary, “over-zealous” copyright laws have an adverse affect on the freedoms of consumers and creators to make use of copyrighted materials. Lessig, McLeod, Vaidhyanathan, Demers, and Coombe, to name but a few, detail instances where creativity and consumer use have been hindered by copyright laws. The “intellectual land-grab” (Boyle, “Politics” 94), instigated by the increasing value of intangibles in the information age, has forced copyright owners to seek maximal protection for copyrighted materials. A propertarian approach seeks to imbue copyrighted materials with the same inalienable rights as real property, yet copyright is not a property right, because “the copyright owner … holds no ordinary chattel” (Dowling v. United States 473 US 207, 216 [1985]). A fundamental difference resides in the exclusivity of use: “If you eat my apple, then I cannot” but “if you “take” my idea, I still have it. If I tell you an idea, you have not deprived me of it. An unavoidable feature of intellectual property is that its consumption is non-rivalrous” (Lessig, Code 131). It is, as James Boyle notes, “different” to real property (Shamans 174). Vaidhyanathan observes, “copyright in the American tradition was not meant to be a “property right” as the public generally understands property. It was originally a narrow federal policy that granted a limited trade monopoly in exchange for universal use and access” (11). This paper explores the ways in which “property talk” has infiltrated copyright discourse and endangered the utility of the law in fostering free and diverse forms of creative expression. The possessiveness and exclusion that accompany “property talk” are difficult to reconcile with the utilitarian foundations of copyright. Transformative uses of copyrighted materials such as mashing, sampling and appropriative art are incompatible with a propertarian approach, subjecting freedom of creativity to arbitary licensing fees that often extend beyond the budget of creators (Collins). “Property talk” risks making transformative works an elitist form of creativity, available only to those with the financial resources necessary to meet the demands for licences. There is a wealth of decisions throughout American and English case law that sustain Vaidhyanathan’s argument (see for example, Donaldson v. Becket 17 Cobbett Parliamentary History, col. 953; Wheaton v. Peters 33 US 591 [1834]; Fox Film Corporation v. Doyal 286 US 123 [1932]; US v. Paramount Pictures 334 US 131 [1948]; Mazer v. Stein 347 US 201, 219 [1954]; Twentieth Century Music Corp. v. Aitken 422 U.S. 151 [1975]; Aronson v. Quick Point Pencil Co. 440 US 257 [1979]; Dowling v. United States 473 US 207 [1985]; Harper & Row, Publishers, Inc. v. Nation Enterprises 471 U.S. 539 [1985]; Luther R. Campbell a.k.a. Luke Skyywalker, et al. v. Acuff-Rose Music, Inc. 510 U.S 569 [1994].). As Lemley states, however, “Congress, the courts and commentators increasingly treat intellectual property as simply a species of real property rather than as a unique form of legal protection designed to deal with public goods problems” (1-2). Although section 106 of the Copyright Act 1976 grants exclusive rights, sections 107 to 112 provide freedoms beyond the control of the copyright owner, undermining the exclusivity of s.106. Australian law similarly grants exceptions to the exclusive rights granted in section 31. Exclusivity was a principal objective of the eighteenth century Stationers’ argument for a literary property right. Sir William Blackstone, largely responsible for many Anglo-American concepts concerning the construction of property law, defined property in absolutist terms as “that sole and despotic dominion which one man claims and exercises over the external things of the world, in total exclusion of the right of any other individual in the whole universe” (2). On the topic of reprints he staunchly argued an author “has clearly a right to dispose of that identical work as he pleases, and any attempt to take it from him, or vary the disposition he has made of it, is an invasion of his right of property” (405-6). Blackstonian copyright advanced an exclusive and perpetual property right. Blackstone’s interpretation of Lockean property theory argued for a copyright that extended beyond the author’s expression and encompassed the very “style” and “sentiments” held therein. (Tonson v. Collins [1760] 96 ER 189.) According to Locke, every Man has a Property in his own Person . . . The Labour of his Body and the Work of his hands, we may say, are properly his. Whatsoever then he removes out of the State that Nature hath provided and left it in, he hath mixed his Labour with, and joyned to it something that is his own, and thereby makes it his Property. (287-8) Blackstone’s inventive interpretation of Locke “analogised ideas, thoughts, and opinions with tangible objects to which title may be taken by occupancy under English common law” (Travis 783). Locke’s labour theory, however, is not easily applied to intangibles because occupancy or use is non-rivalrous. The appropriate extent of an author’s proprietary right in a work led Locke himself to a philosophical impasse (Bowrey 324). Although Blackstonian copyright was suppressed by the House of Lords in the eighteenth century (Donaldson v. Becket [1774] 17 Cobbett Parliamentary History, col. 953) and by the Supreme Court sixty years later (Wheaton v. Peters 33 US 591 [1834]), it has never wholly vacated copyright discourse. “Property talk” is undesirable in copyright discourse because it implicates totalitarian notions such as exclusion and inalienable private rights of ownership with no room for freedom of creativity or to use copyrighted materials for non-piracy related purposes. The notion that intellectual property is a species of property akin with real property is circulated by media companies seeking greater control over copyrighted materials, but the extent to which “property talk” has been adopted by the courts and scholars is troubling. Lemley (3-5) and Bell speculate whether the term “intellectual property” carries any responsibility for the propertisation of intangibles. A survey of federal court decisions between 1943 and 2003 reveals an exponential increase in the usage of the term. As noted by Samuelson (398) and Cohen (379), within the spheres of industry, culture, law, and politics the word “property” implies a broader scope of rights than those associated with a grant of limited monopoly. Music United claims “unauthorized reproduction and distribution of copyrighted music is JUST AS ILLEGAL AS SHOPLIFTING A CD”. James Brown argues sampling from his records is tantamount to theft: “Anything they take off my record is mine . . . Can I take a button off your shirt and put it on mine? Can I take a toenail off your foot – is that all right with you?” (Miller 1). Equating unauthorised copying with theft seeks to socially demonise activities occurring outside of the permission culture currently being fostered by inventive interpretations of the law. Increasing propagation of copyright as the personal property of the creator and/or copyright owner is instrumental in efforts to secure further legislative or judicial protection: Since 1909, courts and corporations have exploited public concern for rewarding established authors by steadily limiting the rights of readers, consumers, and emerging artists. All along, the author was deployed as a straw man in the debate. The unrewarded authorial genius was used as a rhetorical distraction that appealed to the American romantic individualism. (Vaidhyanathan 11) The “unrewarded authorial genius” was certainly tactically deployed in the eighteenth century in order to generate sympathy in pleas for further protection (Feather 71). Supporting the RIAA, artists including Britney Spears ask “Would you go into a CD store and steal a CD? It’s the same thing – people going into the computers and logging on and stealing our music”. The presence of a notable celebrity claiming file-sharing is equivalent to stealing their personal property is a more publicly acceptable spin on the major labels’ attempts to maintain a monopoly over music distribution. In 1997, Congress enacted the No Electronic Theft Act which extended copyright protection into the digital realm and introduced stricter penalties for electronic reproduction. The use of “theft” in the title clearly aligns the statute with a propertarian portrayal of intangibles. Most movie fans will have witnessed anti-piracy propaganda in the cinema and on DVDs. Analogies between stealing a bag and downloading movies blur fundamental distinctions in the rivalrous/non-rivalrous nature of tangibles and intangibles (Lessig Code, 131). Of critical significance is the infiltration of “property talk” into the courtrooms. In 1990 Judge Frank Easterbrook wrote: Patents give a right to exclude, just as the law of trespass does with real property … Old rhetoric about intellectual property equating to monopoly seemed to have vanished, replaced by a recognition that a right to exclude in intellectual property is no different in principle from the right to exclude in physical property … Except in the rarest case, we should treat intellectual and physical property identically in the law – which is where the broader currents are taking us. (109, 112, 118) Although Easterbrook refers to patents, his endorsement of “property talk” is cause for concern given the similarity with which patents and copyrights have been historically treated (Ou 41). In Grand Upright v. Warner Bros. Judge Kevin Duffy commenced his judgment with the admonishment “Thou shalt not steal”. Similarly, in Jarvis v. A&M Records the court stated “there can be no more brazen stealing of music than digital sampling”. This move towards a propertarian approach is misguided. It runs contrary to the utilitarian principles underpinning copyright ideology and marginalises freedoms protected by the fair use doctrine, hence Justice Blackman’s warning that “interference with copyright does not easily equate with” interference with real property (Dowling v. United States 473 US 207, 216 [1985]). The framing of copyright in terms of real property privileges private monopoly over, and to the detriment of, the public interest in free and diverse creativity as well as freedoms of personal use. It is paramount that when dealing with copyright cases, the courts remain aware that their decisions involve not pure economic regulation, but regulation of expression, and what may count as rational where economic regulation is at issue is not necessarily rational where we focus on expression – in a Nation constitutionally dedicated to the free dissemination of speech, information, learning and culture. (Eldred v. Ashcroft 537 US 186 [2003] [J. Breyer dissenting]). Copyright is the prize in a contest of property vs. policy. As Justice Blackman observed, an infringer invades a statutorily defined province guaranteed to the copyright holder alone. But he does not assume physical control over the copyright; nor does he wholly deprive its owner of its use. While one may colloquially link infringement with some general notion of wrongful appropriation, infringement plainly implicates a more complex set of property interests than does run-of-the-mill theft, conversion, or fraud. (Dowling v. United States 473 US 207, 217-218 [1985]). Copyright policy places a great deal of control and cultural determinism in the hands of the creative industries. Without balance, oppressive monopolies form on the back of rights granted for the welfare of society in general. If a society wants to be independent and rich in diverse forms of cultural production and free expression, then the courts cannot continue to apply the law from within a propertarian paradigm. The question of whether culture should be determined by control or freedom in the interests of a free society is one that rapidly requires close attention – “it’s no longer a philosophical question but a practical one”. References Bayat, Asef. “Un-Civil Society: The Politics of the ‘Informal People.’” Third World Quarterly 18.1 (1997): 53-72. Bell, T. W. “Author’s Welfare: Copyright as a Statutory Mechanism for Redistributing Rights.” Brooklyn Law Review 69 (2003): 229. Blackstone, W. Commentaries on the Laws of England: Volume II. New York: Garland Publishing, 1978. (Reprint of 1783 edition.) Boyle, J. Shamans, Software, and Spleens: Law and the Construction of the Information Society. Cambridge: Harvard UP, 1996. Boyle, J. “A Politics of Intellectual Property: Environmentalism for the Net?” Duke Law Journal 47 (1997): 87. Bowrey, K. “Who’s Writing Copyright’s History?” European Intellectual Property Review 18.6 (1996): 322. Cohen, J. “Overcoming Property: Does Copyright Trump Privacy?” University of Illinois Journal of Law, Technology & Policy 375 (2002). Collins, S. “Good Copy, Bad Copy.” (2005) M/C Journal 8.3 (2006). http://journal.media-culture.org.au/0507/02-collins.php>. Coombe, R. The Cultural Life of Intellectual Properties. Durham: Duke University Press, 1998. Demers, J. Steal This Music. Athens, Georgia: U of Georgia P, 2006. Easterbrook, F. H. “Intellectual Property Is Still Property.” (1990) Harvard Journal of Law & Public Policy 13 (1990): 108. Feather, J. Publishing, Piracy and Politics: An Historical Study of Copyright in Britain. London: Mansell, 1994. Lemley, M. “Property, Intellectual Property, and Free Riding.” Texas Law Review 83 (2005): 1031. Lessig, L. Code and Other Laws of Cyberspace. New York: Basic Books, 1999. Lessing, L. The Future of Ideas. New York: Random House, 2001. Lessig, L. Free Culture. New York: The Penguin Press, 2004. Locke, J. Two Treatises of Government. Ed. Peter Laslett. Cambridge, New York, Melbourne: Cambridge University Press, 1988. McLeod, K. “How Copyright Law Changed Hip Hop: An Interview with Public Enemy’s Chuck D and Hank Shocklee.” Stay Free (2002). 14 June 2006 http://www.stayfreemagazine.org/archives/20/public_enemy.html>. McLeod, K. “Confessions of an Intellectual (Property): Danger Mouse, Mickey Mouse, Sonny Bono, and My Long and Winding Path as a Copyright Activist-Academic.” Popular Music & Society 28 (2005): 79. McLeod, K. Freedom of Expression: Overzealous Copyright Bozos and Other Enemies of Creativity. United States: Doubleday Books, 2005. Miller, M.W. “Creativity Furor: High-Tech Alteration of Sights and Sounds Divides the Art World.” Wall Street Journal (1987): 1. Ou, T. “From Wheaton v. Peters to Eldred v. Reno: An Originalist Interpretation of the Copyright Clause.” Berkman Center for Internet & Society (2000). 14 June 2006 http://cyber.law.harvard.edu/openlaw/eldredvashcroft/cyber/OuEldred.pdf>. Samuelson, P. “Information as Property: Do Ruckelshaus and Carpenter Signal a Changing Direction in Intellectual Property Law?” Catholic University Law Review 38 (1989): 365. Travis, H. “Pirates of the Information Infrastructure: Blackstonian Copyright and the First Amendment.” Berkeley Technology Law Journal 15 (2000): 777. Vaidhyanathan, S. Copyrights and Copywrongs: The Rise of Intellectual Property and How It Threatens Creativity. New York: New York UP, 2003. Citation reference for this article MLA Style Collins, Steve. "‘Property Talk’ and the Revival of Blackstonian Copyright." M/C Journal 9.4 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0609/5-collins.php>. APA Style Collins, S. (Sep. 2006) "‘Property Talk’ and the Revival of Blackstonian Copyright," M/C Journal, 9(4). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0609/5-collins.php>.

Ways of Seeing"Images … define our experiences more precisely in areas where words are inadequate." (Berger 33)"Different skins, you know, different ways of seeing the world." (Morrison)The research question animating this article is: 'How does an individual creative worker re-present themselves as a contemporary - and evolving - brand?' Berger notes that the "principal aim has been to start a process of questioning" (5), and the raw material energising this exploration is the life's work of Richard Morrison, the creative director and artist who is the key moving force behind The Morrison Studio collective of designers, film makers and visual effects artists, working globally but based in London. The challenge of maintaining currency in this visually creative marketplace includes seeing what is unique about your potential contribution to a larger project, and communicating it in such a way that this forms an integral part of an evolving brand - on trend, bleeding edge, but reliably professional. One of the classic outputs of Morrison's oeuvre, for example, is the title sequence for Terry Gilliam's Brazil.Passion cannot be seen yet Morrison conceives it as the central engine that harnesses skills, information and innovative ways of working to deliver the unexpected and the unforgettable. Morrison's perception is that the design itself can come after the creative artist has really seen and understood the client's perspective. As he says: "What some clients are interested in is 'How can we make money from what we're doing?'" Seeing the client, and the client's motivating needs, is central to Morrison's presentation of self as a brand: "the broader your outlook as a creative, the more chance you have of getting it right". Jones and Warren draw attention to one aspect of this dynamic: "Wealthy and private actors, both private and state, historically saw creative practice as something that money was spent on - commissioning a painting or a sculpture, giving salaries to composers to produce new works and so forth. Today, creativity has been reimagined as something that should directly or indirectly make money" (293). As Berger notes, "We never look at just one thing; we are always looking at the relation between things and ourselves…The world-as-it-is is more than pure objective fact, it includes consciousness" (9, 11). What is our consciousness around the creative image?Individuality is central to Berger's vision of the image in the "specific vision of the image-maker…the result of an increasing consciousness of individuality, accompanying an increasing awareness of history" (10). Yet, as Berger argues "although every image embodies a way of seeing, our perception or appreciation of an image depends also upon our own way of seeing" (10). Later, Berger links the meanings viewers attribute to images as indicating the "historical experience of our relation to the past…the experience of seeking to give meaning to our lives" (33). The seeing and the seeking go hand in hand, and constitute a key reason for Berger's assertion that "the entire art of the past has now become a political issue" (33). This partly reflects the ways in which it is seen, and in which it is presented for view, by whom, where and in which circumstances.The creation of stand-out images in the visually-saturated 21st century demands a nuanced understanding of ways in which an idea can be re-presented for consumption in a manner that makes it fresh and arresting. The focus on the individual also entails an understanding of the ways in which others are valuable, or vital, in completing a coherent package of skills to address the creative challenge to hand. It is self-evident that other people see things differently, and can thus enrich the broadened outlook identified as important for "getting it right". Morrison talks about "little core teams, there's four or five of you in a hub… [sometimes] spread all round the world, but because of the Internet and the way things work you can still all be connected". Team work and members' individual personalities are consequently combined, in Morrison's view, with the core requirement of passion. As Morrison argues, "personality will carry you a long way in the creative field".Morrison's key collaborator, senior designer and creative partner/art director Dean Wares lives in Valencia, Spain whereas Morrison is London-based and their clients are globally-dispersed. Although Morrison sees the Internet as a key technology for collaboratively visualising the ways in which to make a visual impact, Berger points to the role of the camera in relation to the quintessential pre-mechanical image: the painting. It is worth acknowledging here that Berger explicitly credits Walter Benjamin, including the use of his image (34), as the foundation for many of Berger's ideas, specifically referencing Benjamin's essay "The work of art in the age of mechanical reproduction". Noting that, prior to the invention of the camera, a painting could never be seen in more than one place at a time, Berger suggests that the camera foments a revolutionary transformation: "its meaning changes. Or, more exactly, its meaning multiplies and fragments into many meanings" (19). This disruption is further fractured once that camera-facilitated image is viewed on a screen, ubiquitous to Morrison's stock in trade, but in Berger's day (1972) particularly associated with the television:The painting enters each viewer's house. There it is surrounded by his wallpaper, his furniture, his mementoes. It enters the atmosphere of his family. It becomes their talking point. It lends its meaning to their meaning. At the same time it enters a million other houses and, in each of them, is seen in a different context. Because of the camera, the painting now travels to the spectator, rather than the spectator to the painting. In its travels, its meaning is diversified. (Berger, 19-20)Even so, that image, travelling through space and time is seen on the screen in a sequential and temporal context: "because a film unfolds in time and a painting does not. In a film the way one image follows another, their succession constructs an argument which becomes irreversible. In a painting all its elements are there to be seen simultaneously." Both these dynamics, the still and the sequence, are key to the work of a visual artist such as Morrison responsible for branding a film, television series or event. But the works also create an unfolding sequence which tells a different story to each recipient according to the perceptions of the viewer/reader. For example, instead of valorising Gilliam's Brazil, Morrison's studio could have been tagged with Annaud's Enemy at the Gates or, even, the contemporary Sky series, Niel Jordan's Riviera. Knowing this sequence, and that the back catalogue begins with The Who's Quadrophenia (1979), changes the way we see what the Morrison Studio is doing now.Ways of WorkingRichard Morrison harnesses an evolutionary metaphor to explain his continuing contribution to the industry: "I've adapted, and not been a dinosaur who's just sunk in the mud". He argues that there is a need to explore where "the next niche is and be prepared for change 'cause the only constant thing in life is change. So as a creative you need to have that known." Effectively, adaptation and embracing innovation has become a key part of the Morrison Studio's brand. It is trumpeted in the decision that Morrison and Ware made when they decided to continue their work together, even after Ware moved to Spain. This demonstrated, in an age of faxes and landlines, that the Morrison Studio could make cross country collaboration work: the multiple locations championed the fact that they were open for business "without boundaries".There was travel, too, and in those early pre-Internet days of remote location Morrison was a frequent visitor to the United States. "I'd be working in Los Angeles and he'd be wherever he was […] we'd use snail mail to actually get stuff across, literally post it by FedEx […]." The intercontinental (as opposed to inter-Europe) collaboration had the added value of offering interlocking working days: "I'd go to sleep, he wakes up […] We were actually doubling our capacity." If anything, these dynamics are more entrenched with better communications. Currah argues that Hollywood attempts to manage the disruptive potential of the internet by "seeking to create a 'closed' sphere of innovation on a global scale […] legitimated, enacted and performed within relational networks" (359). The Morrison Studio's own dispersed existence is one element of these relational networks.The specific challenge of technological vulnerability was always present, however, long before the Internet: "We'd have a case full of D1 tapes" - the professional standard video tape (1986-96) - "and we'd carefully make sure they'd go through the airport so they don't get rubbed […] what we were doing is we were fitting ourselves up for the new change". At the same time, although the communication technologies change, there are constants in the ways that people use them. Throughout Morrison's career, "when I'm working for Americans, which I'm doing a lot, they expect me to be on the telephone at midnight [because of time zones]. […] They think 'Oh I want to speak to Richard now. Oh it's midnight, so what?' They still phone up. That's constant, that never goes away." He argues that American clients are more complex to communicate with than his Scandinavian clients, giving the example that people assume a UK-US consistency because they share the English language. But "although you think they're talking in a tongue that's the same, their meaning and understanding can sometimes be quite a bit different." He uses the example of the A4 sheet of paper. It has different dimensions in the US than in the UK, illustrating those different ways of seeing.Morrison believes that there are four key constants in his company's continuing success: deadlines; the capacity to scope a job so that you know who and how many people to pull in to it to meet the deadline; librarian skills; and insecurity. The deadlines have always been imposed on creative organisations by their clients, but being able to deliver to deadlines involves networks and self-knowledge: "If you can't do it yourself find a friend, find somebody that's good at adding up, find somebody that's good at admin. You know, don't try and take on what you can't do. Put your hand up straight away, call in somebody that can help you". Chapain and Comunian's work on creative and cultural industries (CCIs) also highlights the importance of "a new centrality to the role of individuals and their social networks in understanding the practice of CCIs" (718).Franklin et al. suggest that this approach, adopted by The Morrison Studio, is a microcosm of the independent film sector as a whole. They argue that "the lifecycle of a film is segmented into sequential stages, moving through development, financing, production, sales, distribution and exhibition stages to final consumption. Different companies, each with specialized project tasks, take on responsibility and relative financial risk and reward at each stage" (323). The importance that Morrison places on social networks, however, highlights the importance of flexibility within relationships of trust - to the point where it might be as valid to engage someone on the basis of a history of working with that person as on the basis of that person's prior experience. As Cristopherson notes, "many creative workers are in vaguely defined and rapidly changing fields, seemingly making up their careers as they go along" (543).The skills underlying Morrison's approach to creative collaboration, however, include a clear understanding of one's own strength and weaknesses and a cool evaluation of others, "just quietly research people". This people-based research includes both the capabilities of potential colleagues, in order to deliver the required product in the specified time frame, along with research into creative people whose work is admired and who might provide a blueprint for how to arrive at an individual's dream role. Morrison gives the example of Quentin Tarantino's trajectory to directing: "he started in a video rental and all he did is watch lots and lots of films, particularly westerns and Japanese samurai films and decided 'I can do that'". One of his great pleasures now is to mentor young designers to help them find their way in the industry. That's a strategy that may pay dividends into the future, via Storper and Scott's "traded and untraded interdependencies" which are, according to Gornostaeva, "expressed as the multiple economic and social transactions that the participants ought to conduct if they wish to perpetuate their existence" (39).As for the library skills, he says that they are crucial but a bit comical:It's a bit like being a constant librarian in old-fashioned terms, you know, 'Where is that stuff stored?' Because it's not stored in a plan chest anymore where you open the drawer and there it is. It's now stored in, you know, big computers, in a cloud. 'Where did we put that file? Did we dump it down? Have we marked it up? […] Where's it gone? What did we do it on?'While juggling the demands of technology, people and product The Morrison brand involves both huge confidence and chronic insecurity. The confidence is evident in the low opinion Morrison has of the opportunities offered by professional disruptor sites such as 99designs: "I can't bear anything like that. I can see why it's happening but I think what you're doing is devaluing yourself even before you start […] it would destroy your self-belief in what you're doing". At the same time, Morrison says, his security is his own insecurity: "I'm always out hunting to see what could be next […] the job you finish could be your last job."Ways of BrandingChristopherson argues that there is "considerable variation in the occupational identities of new media workers among advanced economies. In some economies, new media work is evolving in a form that is closer to that of the professional [in contrast to economies where it is] an entrepreneurial activity in which new media workers sell skills and services in a market" (543). For The Morrison Studio, its breadth, history and experience supports their desire to be branded as professional, but their working patterns entirely resonate with, and are integrated within, the entrepreneurial. Seeing their activity in this way is a juxtaposition with the proposition advanced by Berger that:The existing social conditions make the individual feel powerless. He lives in the contradiction between what he is and what he would like to be. Either he then becomes fully conscious of the contradiction and its causes, and so joins the political struggle for a full democracy which entails, among other things, the overthrow of capitalism; or else he lives, continually subject to an envy which, compounded with his sense of powerlessness, dissolves into recurrent day-dreams (148).The role of the brand, and its publicity, is implicated by Berger in both the tension between what an individual is and what s/he would like to be; and in the creation of an envy that subjugates people. For Berger, the brand is about publicity and the commodifying of the future. Referring to publicity images, Berger argues that "they never speak of the present. Often they refer to the past and always they speak of the future". Brands are created and marketed by such publicity images that are often, these days, incorporated within social media and websites. At the same time, Berger argues that "Publicity is about social relationships, not objects [or experiences]. Its promise is not of pleasure, but of happiness: happiness as judged from the outside by others. The happiness of being envied is glamour." It is the dual pressure from the perception of the gap between the individual's actual and potential life, and the daydreaming and envy of that future, that helps construct Berger's powerless individual.Morrison's view, fashioned in part by his success at adapting, at not being a dinosaur that sinks into the mud, is that the authenticity lies in the congruence of the brand and the belief. "A personal brand can help you straight away but as long as you believe it […] You have to be true to what you're about and then it works. And then the thing becomes you [… you] just go for it and, you know, don't worry about failure. Failure will happen anyway".Berger's commentary on publicity is partially divergent from branding. Publicity is generally a managed message, on that is paid for and promoted by the person or entity concerned. A brand is a more holistic construction and is implicated in ways of seeing in that different people will have very different perceptions of the same brand. Morrison's view of his personal brand, and the brand of the Morrison Studio, is that it encompasses much more than design expertise and technical know-how. He lionises the role of passion and talks about the importance of ways of managing deadlines, interlocking skills sets, creative elements and the insecurity of uncertainty.For the producers who hire Morrison, and help build his brand, Berger's observation of the importance of history and the promise for the future remains key to their hiring decisions. Although carefully crafted, creative images are central to the Morrison Studio's work, it is not the surface presentation of those images that determines the way their work is perceived by people in the film industry, it is the labour and networks that underpin those images. While Morrison's outputs form part of the visual environment critiqued in Ways of Seeing, it is informed by the dynamics of international capitalism via global networks and mobility. Although one of myriad small businesses that help make the film industry the complex and productive creative sphere that it is, Morrison Studios does not so much seek to create a public brand as to be known and valued by the small group of industry players upon whom the Studio relies for its existence. Their continued future depends upon the ways in which they are seen.ReferencesBenjamin, Walter. Illuminations: Essays and Reflections. United States of America, 1969.Berger, John. Ways of Seeing. London: Penguin Books, 1972.Brazil. Dir. Terry Gilliam. Universal Pictures. 1985. Film. Chapain, Caroline, and Roberta Comunian. "Enabling and Inhibiting the Creative Economy: The Role of the Local and Regional Dimensions in England." Regional Studies 44.6 (2010): 717-734. Christopherson, Susan. "The Divergent Worlds of New Media: How Policy Shapes Work in the Creative Economy." Review of Policy Research 21.4 (2004): 543-558. Currah, Andrew. "Hollywood, the Internet and the World: A Geography of Disruptive Innovation." Industry and Innovation 14.4 (2007): 359-384. Enemies at the Gates. Dir. Jean-Jacques Annaud. Paramount. 2001. FilmFranklin, Michael, et al. "Innovation in the Application of Digital Tools for Managing Uncertainty: The Case of UK Independent Film." Creativity and Innovation Management 22.3 (2013): 320-333. Gornostaeva, Galina. "The Wolves and Lambs of the Creative City: The Sustainability of Film and Television Producers in London." Geographical Review (2009): 37-60. Jones, Phil, and Saskia Warren. "Time, Rhythm and the Creative Economy." Transactions of the Institute of British Geographers 41.3 (2016): 286-296. Morrison, Richard. Personal Interview. 13 Oct 2016.The Morrison Studio. The Morrison Studio, 2017. 16 June 2017 <https://themorrisonstudio.com/>.Quadrophenia. Dir. Franc Roddam. Brent Walker Film Distributing. 1979. Film.Riviera. Dir. Neil Jordan. Sky Atlantic HD. 2017. Film.Storper, Michael, and Scott, Allen. "The Geographical Foundations and Social Regulation of Flexible Production Complexes". The Power of Geography: How Territory Shapes Social Life. Eds. Jennifer Wolch and Michael Dear. New York: Routledge, 1989. 21-40.

Background “The sense of taste,” write Nelson and colleagues in a 2002 issue of Nature, “provides animals with valuable information about the nature and quality of food. Mammals can recognize and respond to a diverse repertoire of chemical entities, including sugars, salts, acids and a wide range of toxic substances” (199). The authors go on to argue that several amino acids—the building blocks of proteins—taste delicious to humans and that “having a taste pathway dedicated to their detection probably had significant evolutionary implications”. They imply, but do not specify, that the evolutionary implications are positive. This may be the case with some amino acids, but contemporary tastes, and changes in them, are far from universally beneficial. Indeed, this article argues that modern food production shapes and distorts human taste with significant implications for health and wellbeing. Take the western taste for fried chipped potatoes, for example. According to Schlosser in Fast Food Nation, “In 1960, the typical American ate eighty-one pounds of fresh potatoes and about four pounds of frozen french fries. Today [2002] the typical American eats about forty-nine pounds of fresh potatoes every year—and more than thirty pounds of frozen french fries” (115). Nine-tenths of these chips are consumed in fast food restaurants which use mass-manufactured potato-based frozen products to provide this major “foodservice item” more quickly and cheaply than the equivalent dish prepared from raw ingredients. These choices, informed by human taste buds, have negative evolutionary implications, as does the apparently long-lasting consumer preference for fried goods cooked in trans-fats. “Numerous foods acquire their elastic properties (i.e., snap, mouth-feel, and hardness) from the colloidal fat crystal network comprised primarily of trans- and saturated fats. These hardstock fats contribute, along with numerous other factors, to the global epidemics related to metabolic syndrome and cardiovascular disease,” argues Michael A. Rogers (747). Policy makers and public health organisations continue to compare notes internationally about the best ways in which to persuade manufacturers and fast food purveyors to reduce the use of these trans-fats in their products (L’Abbé et al.), however, most manufacturers resist. Hank Cardello, a former fast food executive, argues that “many products are designed for ‘high hedonic value’, with carefully balanced combinations of salt, sugar and fat that, experience has shown, induce people to eat more” (quoted, Trivedi 41). Fortunately for the manufactured food industry, salt and sugar also help to preserve food, effectively prolonging the shelf life of pre-prepared and packaged goods. Physiological Factors As Glanz et al. discovered when surveying 2,967 adult Americans, “taste is the most important influence on their food choices, followed by cost” (1118). A person’s taste is to some extent an individual response to food stimuli, but the tongue’s taste buds respond to five basic categories of food: salty, sweet, sour, bitter, and umami. ‘Umami’ is a Japanese word indicating “delicious savoury taste” (Coughlan 11) and it is triggered by the amino acid glutamate. Japanese professor Kikunae Ikeda identified glutamate while investigating the taste of a particular seaweed which he believed was neither sweet, sour, bitter, or salty. When Ikeda combined the glutamate taste essence with sodium he formed the food additive sodium glutamate, which was patented in 1908 and subsequently went into commercial production (Japan Patent Office). Although individual, a person’s taste preferences are by no means fixed. There is ample evidence that people’s tastes are being distorted by modern food marketing practices that process foods to make them increasingly appealing to the average palate. In particular, this industrialisation of food promotes the growth of a snack market driven by salty and sugary foods, popularly constructed as posing a threat to health and wellbeing. “[E]xpanding waistlines [are] fuelled by a boom in fast food and a decline in physical activity” writes Stark, who reports upon the 2008 launch of a study into Australia’s future ‘fat bomb’. As Deborah Lupton notes, such reports were a particular feature of the mid 2000s when: intense concern about the ‘obesity epidemic’ intensified and peaked. Time magazine named 2004 ‘The Year of Obesity’. That year the World Health Organization’s Global Strategy on Diet, Physical Activity and Health was released and the [US] Centers for Disease Control predicted that a poor diet and lack of exercise would soon claim more lives than tobacco-related disease in the United States. (4) The American Heart Association recommends eating no more than 1500mg of salt per day (Hamzelou 11) but salt consumption in the USA averages more than twice this quantity, at 3500mg per day (Bernstein and Willett 1178). In the UK, a sustained campaign and public health-driven engagement with food manufacturers by CASH—Consensus Action on Salt and Health—resulted in a reduction of between 30 and 40 percent of added salt in processed foods between 2001 and 2011, with a knock-on 15 percent decline in the UK population’s salt intake overall. This is the largest reduction achieved by any developed nation (Brinsden et al.). “According to the [UK’s] National Institute for Health and Care Excellence (NICE), this will have reduced [UK] stroke and heart attack deaths by a minimum of 9,000 per year, with a saving in health care costs of at least £1.5bn a year” (MacGregor and Pombo). Whereas there has been some success over the past decade in reducing the amount of salt consumed, in the Western world the consumption of sugar continues to rise, as a graph cited in the New Scientist indicates (O’Callaghan). Regular warnings that sugar is associated with a range of health threats and delivers empty calories devoid of nutrition have failed to halt the increase in sugar consumption. Further, although some sugar is a natural product, processed foods tend to use a form invented in 1957: high-fructose corn syrup (HFCS). “HFCS is a gloopy solution of glucose and fructose” writes O’Callaghan, adding that it is “as sweet as table sugar but has typically been about 30% cheaper”. She cites Serge Ahmed, a French neuroscientist, as arguing that in a world of food sufficiency people do not need to consume more, so they need to be enticed to overeat by making food more pleasurable. Ahmed was part of a team that ran an experiment with cocaine-addicted rats, offering them a mutually exclusive choice between highly-sweetened water and cocaine: Our findings clearly indicate that intense sweetness can surpass cocaine reward, even in drug-sensitized and -addicted individuals. We speculate that the addictive potential of intense sweetness results from an inborn hypersensitivity to sweet tastants. In most mammals, including rats and humans, sweet receptors evolved in ancestral environments poor in sugars and are thus not adapted to high concentrations of sweet tastants. The supranormal stimulation of these receptors by sugar-rich diets, such as those now widely available in modern societies, would generate a supranormal reward signal in the brain, with the potential to override self-control mechanisms and thus lead to addiction. (Lenoir et al.) The Tongue and the Brain One of the implications of this research about the mammalian desire for sugar is that our taste for food is about more than how these foods actually taste in the mouth on our tongues. It is also about the neural response to the food we eat. The taste of French fries thus also includes that “snap, mouth-feel, and hardness” and the “colloidal fat crystal network” (Rogers, “Novel Structuring” 747). While there is no taste receptor for fats, these nutrients have important effects upon the brain. Wang et al. offered rats a highly fatty, but palatable, diet and allowed them to eat freely. 33 percent of the calories in the food were delivered via fat, compared with 21 percent in a normal diet. The animals almost doubled their usual calorific intake, both because the food had a 37 percent increased calorific content and also because the rats ate 47 percent more than was standard (2786). The research team discovered that in as little as three days the rats “had already lost almost all of their ability to respond to leptin” (Martindale 27). Leptin is a hormone that acts on the brain to communicate feelings of fullness, and is thus important in assisting animals to maintain a healthy body weight. The rats had also become insulin resistant. “Severe resistance to the metabolic effects of both leptin and insulin ensued after just 3 days of overfeeding” (Wang et al. 2786). Fast food restaurants typically offer highly palatable, high fat, high sugar, high salt, calorific foods which can deliver 130 percent of a day’s recommended fat intake, and almost a day’s worth of an adult man’s calories, in one meal. The impacts of maintaining such a diet over a comparatively short time-frame have been recorded in documentaries such as Super Size Me (Spurlock). The after effects of what we widely call “junk food” are also evident in rat studies. Neuroscientist Paul Kenny, who like Ahmed was investigating possible similarities between food- and cocaine-addicted rats, allowed his animals unlimited access to both rat ‘junk food’ and healthy food for rats. He then changed their diets. “The rats with unlimited access to junk food essentially went on a hunger strike. ‘It was as if they had become averse to healthy food’, says Kenny. It took two weeks before the animals began eating as much [healthy food] as those in the control group” (quoted, Trivedi 40). Developing a taste for certain food is consequently about much more than how they taste in the mouth; it constitutes an individual’s response to a mixture of taste, hormonal reactions and physiological changes. Choosing Health Glanz et al. conclude their study by commenting that “campaigns attempting to change people’s perception of the importance of nutrition will be interpreted in terms of existing values and beliefs. A more promising strategy might be to stress the good taste of healthful foods” (1126). Interestingly, this is the strategy already adopted by some health-focused cookbooks. I have 66 cookery books in my kitchen. None of ten books sampled from the five spaces in which these books are kept had ‘taste’ as an index entry, but three books had ‘taste’ in their titles: The Higher Taste, Taste of Life, and The Taste of Health. All three books seek to promote healthy eating, and they all date from the mid-1980s. It might be that taste is not mentioned in cookbook indexes because it is a sine qua non: a focus upon taste is so necessary and fundamental to a cookbook that it goes without saying. Yet, as the physiological evidence makes clear, what we find palatable is highly mutable, varying between people, and capable of changing significantly in comparatively short periods of time. The good news from the research studies is that the changes wrought by high salt, high sugar, high fat diets need not be permanent. Luciano Rossetti, one of the authors on Wang et al’s paper, told Martindale that the physiological changes are reversible, but added a note of caution: “the fatter a person becomes the more resistant they will be to the effects of leptin and the harder it is to reverse those effects” (27). Morgan Spurlock’s experience also indicates this. In his case it took the actor/director 14 months to lose the 11.1 kg (13 percent of his body mass) that he gained in the 30 days of his fast-food-only experiment. Trivedi was more fortunate, stating that, “After two weeks of going cold turkey, I can report I have successfully kicked my ice cream habit” (41). A reader’s letter in response to Trivedi’s article echoes this observation. She writes that “the best way to stop the craving was to switch to a diet of vegetables, seeds, nuts and fruits with a small amount of fish”, adding that “cravings stopped in just a week or two, and the diet was so effective that I no longer crave junk food even when it is in front of me” (Mackeown). Popular culture indicates a range of alternative ways to resist food manufacturers. In the West, there is a growing emphasis on organic farming methods and produce (Guthman), on sl called Urban Agriculture in the inner cities (Mason and Knowd), on farmers’ markets, where consumers can meet the producers of the food they eat (Guthrie et al.), and on the work of advocates of ‘real’ food, such as Jamie Oliver (Warrin). Food and wine festivals promote gourmet tourism along with an emphasis upon the quality of the food consumed, and consumption as a peak experience (Hall and Sharples), while environmental perspectives prompt awareness of ‘food miles’ (Weber and Matthews), fair trade (Getz and Shreck) and of land degradation, animal suffering, and the inequitable use of resources in the creation of the everyday Western diet (Dare, Costello and Green). The burgeoning of these different approaches has helped to stimulate a commensurate growth in relevant disciplinary fields such as Food Studies (Wessell and Brien). One thing that all these new ways of looking at food and taste have in common is that they are options for people who feel they have the right to choose what and when to eat; and to consume the tastes they prefer. This is not true of all groups of people in all countries. Hiding behind the public health campaigns that encourage people to exercise and eat fresh fruit and vegetables are the hidden “social determinants of health: The conditions in which people are born, grow, live, work and age, including the health system” (WHO 45). As the definitions explain, it is the “social determinants of health [that] are mostly responsible for health iniquities” with evidence from all countries around the world demonstrating that “in general, the lower an individual’s socioeconomic position, the worse his or her health” (WHO 45). For the comparatively disadvantaged, it may not be the taste of fast food that attracts them but the combination of price and convenience. If there is no ready access to cooking facilities, or safe food storage, or if a caregiver is simply too time-poor to plan and prepare meals for a family, junk food becomes a sensible choice and its palatability an added bonus. For those with the education, desire, and opportunity to break free of the taste for salty and sugary fats, however, there are a range of strategies to achieve this. There is a persuasive array of evidence that embracing a plant-based diet confers a multitude of health benefits for the individual, for the planet and for the animals whose lives and welfare would otherwise be sacrificed to feed us (Green, Costello and Dare). Such a choice does involve losing the taste for foods which make up the lion’s share of the Western diet, but any sense of deprivation only lasts for a short time. The fact is that our sense of taste responds to the stimuli offered. It may be that, notwithstanding the desires of Jamie Oliver and the like, a particular child never will never get to like broccoli, but it is also the case that broccoli tastes differently to me, seven years after becoming a vegan, than it ever did in the years in which I was omnivorous. When people tell me that they would love to adopt a plant-based diet but could not possibly give up cheese, it is difficult to reassure them that the pleasure they get now from that specific cocktail of salty fats will be more than compensated for by the sheer exhilaration of eating crisp, fresh fruits and vegetables in the future. Conclusion For decades, the mass market food industry has tweaked their products to make them hyper-palatable and difficult to resist. They do this through marketing experiments and consumer behaviour research, schooling taste buds and brains to anticipate and relish specific cocktails of sweet fats (cakes, biscuits, chocolate, ice cream) and salty fats (chips, hamburgers, cheese, salted nuts). They add ingredients to make these products stimulate taste buds more effectively, while also producing cheaper items with longer life on the shelves, reducing spoilage and the complexity of storage for retailers. Consumers are trained to like the tastes of these foods. Bitter, sour, and umami receptors are comparatively under-stimulated, with sweet, salty, and fat-based tastes favoured in their place. Western societies pay the price for this learned preference in high blood pressure, high cholesterol, diabetes, and obesity. Public health advocate Bruce Neal and colleagues, working to reduce added salt in processed foods, note that the food and manufacturing industries can now provide most of the calories that the world needs to survive. “The challenge now”, they argue, “is to have these same industries provide foods that support long and healthy adult lives. And in this regard there remains a very considerable way to go”. If the public were to believe that their sense of taste is mutable and has been distorted for corporate and industrial gain, and if they were to demand greater access to natural foods in their unprocessed state, then that journey towards a healthier future might be far less protracted than these and many other researchers seem to believe. References Bernstein, Adam, and Walter Willett. “Trends in 24-Hr Sodium Excretion in the United States, 1957–2003: A Systematic Review.” American Journal of Clinical Nutrition 92 (2010): 1172–1180. Bhaktivedanta Book Trust. The Higher Taste: A Guide to Gourmet Vegetarian Cooking and a Karma-Free Diet, over 60 Famous Hare Krishna Recipes. Botany, NSW: Bhaktivedanta Book Trust, 1987. Brinsden, Hannah C., Feng J. He, Katharine H. Jenner, & Graham A. MacGregor. “Surveys of the Salt Content in UK Bread: Progress Made and Further Reductions Possible.” British Medical Journal Open 3.6 (2013). 2 Feb. 2014 ‹http://bmjopen.bmj.com/content/3/6/e002936.full›. Coughlan, Andy. “In Good Taste.” New Scientist 2223 (2000): 11. Dare, Julie, Leesa Costello, and Lelia Green. “Nutritional Narratives: Examining Perspectives on Plant Based Diets in the Context of Dominant Western Discourse”. Proceedings of the 2013 Australian and New Zealand Communication Association Conference. Ed. In Terence Lee, Kathryn Trees, and Renae Desai. Fremantle, Western Australia, 3-5 Jul. 2013. 2 Feb. 2014 ‹http://www.anzca.net/conferences/past-conferences/159.html›. Getz, Christy, and Aimee Shreck. “What Organic and Fair Trade Labels Do Not Tell Us: Towards a Place‐Based Understanding of Certification.” International Journal of Consumer Studies 30.5 (2006): 490–501. Glanz, Karen, Michael Basil, Edward Maibach, Jeanne Goldberg, & Dan Snyder. “Why Americans Eat What They Do: Taste, Nutrition, Cost, Convenience, and Weight Control Concerns as Influences on Food Consumption.” Journal of the American Dietetic Association 98.10 (1988): 1118–1126. Green, Lelia, Leesa Costello, and Julie Dare. “Veganism, Health Expectancy, and the Communication of Sustainability.” Australian Journal of Communication 37.3 (2010): 87–102 Guthman, Julie. Agrarian Dreams: the Paradox of Organic Farming in California. Berkley and Los Angeles, CA: U of California P, 2004 Guthrie, John, Anna Guthrie, Rob Lawson, & Alan Cameron. “Farmers’ Markets: The Small Business Counter-Revolution in Food Production and Retailing.” British Food Journal 108.7 (2006): 560–573. Hall, Colin Michael, and Liz Sharples. Eds. Food and Wine Festivals and Events Around the World: Development, Management and Markets. Oxford, UK: Routledge, 2008. Hamzelou, Jessica. “Taste Bud Trickery Needed to Cut Salt Intake.” New Scientist 2799 (2011): 11. Japan Patent Office. History of Industrial Property Rights, Ten Japanese Great Inventors: Kikunae Ikeda: Sodium Glutamate. Tokyo: Japan Patent Office, 2002. L’Abbé, Mary R., S. Stender, C. M. Skeaff, Ghafoorunissa, & M. Tavella. “Approaches to Removing Trans Fats from the Food Supply in Industrialized and Developing Countries.” European Journal of Clinical Nutrition 63 (2009): S50–S67. Lenoir, Magalie, Fuschia Serre, Lauriane Cantin, & Serge H. Ahmed. “Intense Sweetness Surpasses Cocaine Reward.” PLOS One (2007). 2 Feb. 2014 ‹http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0000698›. Lupton, Deborah. Fat. Oxford, UK: Routledge, 2013. MacGregor, Graham, and Sonia Pombo. “The Amount of Hidden Sugar in Your Diet Might Shock You.” The Conversation 9 January (2014). 2 Feb. 2014 ‹http://theconversation.com/the-amount-of-hidden-sugar-in-your-diet-might-shock-you-21867›. Mackeown, Elizabeth. “Cold Turkey?” [Letter]. New Scientist 2787 (2010): 31. Martindale, Diane. “Burgers on the Brain.” New Scientist 2380 (2003): 26–29. Mason, David, and Ian Knowd. “The Emergence of Urban Agriculture: Sydney, Australia.” The International Journal of Agricultural Sustainability 8.1–2 (2010): 62–71. Neal, Bruce, Jacqui Webster, and Sebastien Czernichow. “Sanguine About Salt Reduction.” European Journal of Preventative Cardiology 19.6 (2011): 1324–1325. Nelson, Greg, Jayaram Chandrashekar, Mark A. Hoon, Luxin Feng, Grace Zhao, Nicholas J. P. Ryba, & Charles S. Zuker. “An Amino-Acid Taste Receptor.” Nature 416 (2002): 199–202. O’Callaghan, Tiffany. “Sugar on Trial: What You Really Need to Know.” New Scientist 2954 (2011): 34–39. Rogers, Jenny. Ed. The Taste of Health: The BBC Guide to Healthy Cooking. London, UK: British Broadcasting Corporation, 1985. Rogers, Michael A. “Novel Structuring Strategies for Unsaturated Fats—Meeting the Zero-Trans, Zero-Saturated Fat Challenge: A Review.” Food Research International 42.7 August (2009): 747–753. Schlosser, Eric. Fast Food Nation. London, UK: Penguin, 2002. Super Size Me. Dir. Morgan Spurlock. Samuel Goldwyn Films, 2004. Stafford, Julie. Taste of Life. Richmond, Vic: Greenhouse Publications Ltd, 1983. Stark, Jill. “Australia Now World’s Fattest Nation.” The Age 20 June (2008). 2 Feb. 2014 ‹http://www.theage.com.au/news/health/australia-worlds-fattest-nation/2008/06/19/1213770886872.html›. Trivedi, Bijal. “Junkie Food: Tastes That Your Brain Cannot Resist.” New Scientist 2776 (2010): 38–41. Wang, Jiali, Silvana Obici, Kimyata Morgan, Nir Barzilai, Zhaohui Feng, & Luciano Rossetti. “Overfeeding Rapidly Increases Leptin and Insulin Resistance.” Diabetes 50.12 (2001): 2786–2791. Warin, Megan. “Foucault’s Progeny: Jamie Oliver and the Art of Governing Obesity.” Social Theory & Health 9.1 (2011): 24–40. Weber, Christopher L., and H. Scott Matthews. “Food-miles and the Relative Climate Impacts of Food Choices in the United States.” Environmental Science & Technology 42.10 (2008): 3508–3513. Wessell, Adele, and Donna Lee Brien. Eds. Rewriting the Menu: the Cultural Dynamics of Contemporary Food Choices. Special Issue 9, TEXT: Journal of Writing and Writing Programs October 2010. World Health Organisation. Closing the Gap: Policy into Practice on Social Determinants of Health [Discussion Paper]. Rio de Janeiro, Brazil: World Conference on Social Determinants of Health, World Health Organisation, 19–21 October 2011.

It is the same spectacle all over the Western world: whenever delegates gather to discuss the development and consequences of new media technologies, a handful of people among them will stand out from the crowd, and somehow seem not quite to fit in with the remaining assortment of techno-evangelists, Internet ethnographers, multimedia project leaders, and online culture critics. At some point in the proceedings, they'll get to the podium and hold a talk on their ideas for the future of copyright protection and intellectual property (IP) rights in the information age; when they are finished, the reactions of the audience typically range from mild "what was that all about?" amusement to sheer "they haven't got a clue" disbelief. Spare a thought for copyright lawyers; they're valiantly fighting a losing battle. Ever since the digitalisation and networking of our interpersonal and mass media made information transmission and duplication effortless and instantaneous, they've been trying to come up with ways to uphold and enforce concepts of copyright which are fundamentally linked to information as bound to physical objects (artifacts, books, CDs, etc.), as Barlow has demonstrated so clearly in "Selling Wine without Bottles". He writes that "copyright worked well because, Gutenberg notwithstanding, it was hard to make a book. ... Books had material surfaces to which one could attach copyright notices, publisher's marques, and price tags". If you could control the physical media which were used to transmit information (paper, books, audio and video tapes, as well as radio and TV sets, or access to cable systems), you could control who made copies when and where, and at what price. This only worked as long as the technology to make copies was similarly scarce, though: as soon as most people learnt to write, or as faxes and photocopiers became cheaper, the only real copyright protection books had was the effort that would have to be spent to copy them. With technology continuously advancing (perhaps even at accellerating pace), copyright is soon becoming a legal fiction that is losing its link to reality. Indeed, we are now at a point where we have the opportunity -- the necessity, even -- to shift the fictional paradigm, to replace the industrial-age fiction of protective individual copyright with an information-age fiction of widespread intellectual cooperation. As it becomes ever easier to bypass and ignore copyright rules, and as copyright thus becomes ever more illusionary, this new fiction will correspondingly come ever closer to being realised. To Protect and to ... Lose Today, the lawyers' (and their corporate employers') favourite weapon in their fight against electronic copyright piracy are increasingly elaborate protection mechanisms -- hidden electronic signatures to mark intellectual property, electronic keys to unlock copyrighted products only for legitimate users (and sometimes only for a fixed amount of time or after certain licence payments), encryption of sensitive information, or of entire products to prevent electronic duplication. While the encryption of information exchanges between individuals has been proven to be a useful deterrent against all but the most determined of hackers, it's interesting to note that practically no electronic copyright protection mechanism of mass market products has ever been seen to work. However good and elaborate the protection efforts, it seems that as long as there is a sufficient number of interested consumers unwilling to pay for legitimate access, copy protections will be cracked eventually: the rampant software piracy is the best example. On the other hand, where copy protections become too elaborate and cumbersome, they end up killing the product they are meant to protect: this is currently happening in the case of some of the pay-per-view or limited-plays protection schemes forced upon the U.S. market for Digital Versatile Discs (DVDs). The eventual failure of such mechanisms isn't a particularly recent observation, even. When broadcast radio was first introduced in Australia in 1923, it was proposed that programme content should be protected (and stations financed) by fixing radio receivers to a particular station's frequency -- by buying such a 'sealed set' receiver you would in effect subscribe to a station and acquire the right to receive the content it provided. Never known as uninventive, those Australians who this overprotectiveness didn't completely put off buying a receiver (radio was far from being a proven mass medium at the time, after all) did of course soon break the seal, and learnt to adjust the frequency to try out different stations -- or they built their own radios from scratch. The 'sealed set' scheme was abandoned after only nine months. Even with the development of copy protection schemes since the 1920s, a full (or at least sufficiently comprehensive) protection of intellectual property seems as unattainable a fiction as it was then. Protection and copying technology are never far apart in development anyway, but even more fundamentally, the protected products are eventually meant to be used, after all. No matter how elaborately protected a CD, a video, or a computer programme is, it will still have to be converted into sound waves, image information, or executable code, and at that level copying will still remain possible. In the absence of workable copy protection, however, copies will be made in large amounts -- even more so since information is now being spread and multiplied around the globe virtually at the speed of light. Against this tide of copies, any attempts to use legislation to at least force the payment of royalties from illegitimate users are also becoming increasingly futile. While there may be a few highly publicised court cases, the multitude of small transgressions will remain unanswered. This in turn undermines the equality before the law that is a basic human right: increasingly, the few that are punished will be able to argue that, if "everybody does it", to single them out is highly unfair. At the same time, corporate efforts to uphold the law may be counterproductive: as Barlow writes, "against the swift tide of custom, the Software Publishers' current practice of hanging a few visible scapegoats is so obviously capricious as to only further diminish respect for the law". Quite simply, their legal costs may not be justified by the results anymore. Abandoning Copyright Law If copyright has become a fiction, however -- one that is still, despite all evidence, posited as reality by the legal system --, and if the makeup of today's electronic media, particularly the Internet, allow that fiction to be widely ignored and circumvented in daily practice -- despite all corporate legal efforts --, how is this disparity between law and reality to be solved? Barlow offers a clear answer: "whenever there is such profound divergence between the law and social practice, it is not society that adapts". He goes on to state that it may well be that when the current system of intellectual property law has collapsed, as seems inevitable, that no new legal structure will arise in its place. But something will happen. After all, people do business. When a currency becomes meaningless, business is done in barter. When societies develop outside the law, they develop their own unwritten codes, practices, and ethical systems. While technology may undo law, technology offers methods for restoring creative rights. When William Gibson invented the term 'cyberspace', he described it as a "consensual hallucination" (67). As the removal of copyright to the realm of the fictional has been driven largely by the Internet and its 'freedom of information' ethics, perhaps it is apt to speak of a new approach to intellectual property (or, with Barlow, to 'creative rights') as one of consensual, collaborative use of such property. This approach is far from being fully realised yet, and must so for now remain fiction, too, but it is no mere utopian vision -- in various places, attempts are made to put into place consensual schemes of dealing with intellectual property. They also represent a move from IP hoarding to IP use. Raymond speaks of the schemes competing here as the 'cathedral' and the 'bazaar' system. In the cathedral system, knowledge is tightly controlled, and only the finished product, "carefully crafted by individual wizards or small bands of mages working in splendid isolation" (1), is ever released. This corresponds to traditional copyright approaches, where company secrets are hoarded and locked away (sometimes only in order to keep competitors from using them), and breaches punished severely. The bazaar system, on the other hand, includes the entire community of producers and users early on in the creative process, up to the point of removing the producer/user dichotomy altogether: "no quiet, reverent cathedral-building here -- rather, ... a great babbling bazaar of differing agendas and approaches ... out of which a coherent and stable system could seemingly emerge only by a succession of miracles", as Raymond admits (1). The Linux 'Miracle' Raymond writes about one such bazaar-system project which provides impressive proof that the approach can work, however: the highly acclaimed Unix-based operating system Linux. Instigated and organised by Finnish programmer Linus Torvalds, this enthusiast-driven, Internet-based development project has achieved more in less than a decade than what many corporate developers (Microsoft being the obvious example) can do in thrice that time, and with little financial incentive or institutional support at that. As Raymond describes, "the Linux world behaves in many respects like a free market or an ecology, a collection of selfish agents attempting to maximise utility which in the process produces a self-correcting spontaneous order more elaborate and efficient than any amount of central planning could achieve" (10). Thus, while there is no doubt that individual participants will eventually always also be driven by selfish reasons, there is collaboration towards the achievement of communal goals, and a consensus about what those goals are: "while coding remains an essentially solitary activity, the really great hacks come from harnessing the attention and brainpower of entire communities. The developer who uses only his or her own brain in a closed project is going to fall behind the developer who knows how to create an open, evolutionary context in which bug-spotting and improvements get done by hundreds of people" (Raymond 10). It is obvious that such collaborative projects need a structure that allows for the immediate participation of a large community, and so in the same way that the Internet has been instrumental in dismantling traditional copyright systems, it is also a driving factor in making these new approaches possible: "Linux was the first project to make a conscious and successful effort to use the entire world as its talent pool. I don't think it's a coincidence that the gestation period of Linux coincided with the birth of the World Wide Web, and that Linux left its infancy during the same period in 1993-1994 that saw the takeoff of the ISP industry and the explosion of mainstream interest in the Internet. Linus was the first person who learned how to play by the new rules that pervasive Internet made possible" (Raymond 10). While some previous collaborative efforts exist (such as shareware schemes, which have existed ever since the advent of programmable home computers), their comparatively limited successes underline the importance of a suitable communication medium. The success of Linux has now begun to affect corporate structures, too: informational material for the Mozilla project, in fact, makes direct reference to the Linux experience. On the Net, Mozilla is as big as it gets -- instituted to continue development of Netscape Communicator-based Web browsers following Netscape's publication of the Communicator source code, it poses a serious threat to Microsoft's push (the legality of which is currently under investigation in the U.S.) to increase marketshare for its Internet Explorer browser. Much like Linux, Mozilla will be a collaborative effort: "we intend to delegate authority over the various modules to the people most qualified to make decisions about them. We intend to operate as a meritocracy: the more good code you contribute, the more responsibility you will be given. We believe that to be the only way to continue to remain relevant, and to do the greatest good for the greatest number" ("Who Is Mozilla.org?"), with the Netscape corporation only one among that number, and a contributor amongst many. Netscape itself intends to release browsers based on the Mozilla source code, with some individual proprietary additions and the benefits corporate structures allow (printed manuals, helplines, and the like), but -- so it seems -- it is giving up its unlimited hold over the course of development of the browser. Such actions afford an almost prophetic quality to Barlow's observation that "familiarity is an important asset in the world of information. It may often be the case that the best thing you can do to raise the demand for your product is to give it away". The use of examples from the computer world should not be seen to mean that the consensual, collaborative use of intellectual property suggested here is limited only to software -- it is, however, no surprise that a computer-based medium would first be put to use to support computer-based development projects. Producers and artists from other fields can profit from networking with their peers and clients just as much: artists can stay in touch with their audience and one another, working on collaborative projects such as the brilliant Djam Karet CD Collaborator (see Taylor's review in Gibraltar), professional interest groups can exchange information about the latest developments in their field as well as link with the users of their products to find out about their needs or problems, and the use of the Net as a medium of communication for academic researchers was one of its first applications, of course. In many such cases, consensual collaboration would even speed up the development process and help iron out remaining glitches, beating the efforts of traditional institutions with their severely guarded intellectual property rights. As Raymond sees it, for example, "no commercial developer can match the pool of talent the Linux community can bring to bear on a problem", and so "perhaps in the end the free-software culture will triumph not because cooperation is morally right or software 'hoarding' is morally wrong ... , but simply because the commercial world cannot win an evolutionary arms race with free-software communities that can put orders of magnitude more skilled time into a problem" (10). Realising the Fiction There remains the problem that even the members of such development communities must make a living somehow -- a need to which their efforts in the community not only don't contribute, but the pursuit of which even limits the time available for the community efforts. The apparent impossibility of reconciling these two goals has made the consensual collaborative approach appear little more than a utopian fiction so far, individual successes like Linux or (potentially) Mozilla notwithstanding. However, there are ways of making money from the communal work even if due to the abolition of copyright laws mere royalty payments are impossible -- as the example of Netscape's relation to the Mozilla project shows, the added benefits that corporate support can bring will still seem worth paying for, for many users. Similarly, while music and artwork may be freely available on the Net, many music fans will still prefer to get the entire CD package from a store rather than having to burn the CD and print the booklet themselves. The changes to producer/user relations suggested here do have severe implications for corporate and legal structures, however, and that is the central reason why particularly the major corporate intellectual property holders (or, hoarders) and their armies of lawyers are engaged in such a fierce defensive battle. Needless to say, the changeover from the still-powerful fiction of enforcible intellectual property copyrights to the new vision of open, consensual collaboration that gives credit for individual contributions, but has no concept of an exclusive ownership of ideas, will not take place overnight. Intellectual property will continue to be guarded, trade secrets will keep being kept, for some time yet, but -- just as is the case with the established practice of patenting particular ideas just so competitors can't use them, but without ever putting them to use in one's own work -- eventually such efforts will prove to be self-defeating. Shutting one's creative talents off in a quiet cathedral will come to be seen as less productive than engaging in the creative cooperation occuring in the global bazaar, and solitary directives of central executives will be replaced by consensual decisions of the community of producers and users. As Raymond points out, "this is not to say that individual vision and brilliance will no longer matter; rather, ... the cutting edge ... will belong to people who start from individual vision and brilliance, then amplify it through the effective construction of voluntary communities of interest" (10). Such communal approaches may to some seem much like communism, but this, too, is a misconception. In fact, in this new system there is much more exchange, much more give and take going on than in the traditional process of an exchange of money for product between user and producer -- only the currency has changed. "This explains much of the collective 'volunteer' work which fills the archives, newsgroups, and databases of the Internet. Its denizens are not working for 'nothing,' as is widely believed. Rather they are getting paid in something besides money. It is an economy which consists almost entirely of information" (Barlow). And with the removal of the many barriers to the free flow of information and obstacles to scientific and artistic development that traditional copyright has created, the progress of human endeavour itself is likely to be sped up. In the end, then, it all comes down to what fictions we choose to believe or reject. In the light of recent developments, and considering the evidence that suggests the viability, even superiority of alternative approaches, it is becoming increasingly hard to believe that traditional copyright can, and much less, should be sustained. Other than the few major copyright holders, few stand to gain from upholding these rights. On the other hand, were we to lift copyright restrictions and use the ideas and information thus made available freely in a cooperative, consensual, and most of all productive way, we all might profit. As various projects have shown, that fiction is already in the process of being realised. References Barlow, John Perry. "Selling Wine without Bottles: The Economy of Mind on the Global Net." 1993. 26 Jan. 1999 <www.eff.org/pub/Publications/John_Perry_Barlow/HTML/idea_economy_article.php>. Gibson, William. Neuromancer. London: HarperCollins, 1984. Raymond, Eric S. "The Cathedral and the Bazaar." 1998. 26 Jan. 1999 <http://www.redhat.com/redhat/cathedral-bazaar/cathedral-bazaar.php>. Taylor, Mike. "Djam Karet, Jeff Greinke, Tim Song Jones, Nick Peck, Kit Watkins." Gibraltar 5.12 (22 Apr. 1995). 10 Feb. 1999 <http://www.progrock.net/gibraltar/issues/Vol5.Iss12.htm>. "Who Is Mozilla.org?" Mozilla.org Website. 1998. 26 Jan. 1999 <http://www.mozilla.org/about.php>. Citation reference for this article MLA style: Axel Bruns. "The Fiction of Copyright: Towards a Consensual Use of Intellectual Property." M/C: A Journal of Media and Culture 2.1 (1999). [your date of access] <http://www.uq.edu.au/mc/9902/copy.php>. Chicago style: Axel Bruns, "The Fiction of Copyright: Towards a Consensual Use of Intellectual Property," M/C: A Journal of Media and Culture 2, no. 1 (1999), <http://www.uq.edu.au/mc/9902/copy.php> ([your date of access]). APA style: Axel Bruns. (1999) The fiction of copyright: towards a consensual use of intellectual property. M/C: A Journal of Media and Culture 2(1). <http://www.uq.edu.au/mc/9902/copy.php> ([your date of access]).

This article investigates the prosthesis of identity through the process of branding. It examines cross-cultural manifestations of this phenomena from sixth millennium BCE Syria to twelfth century Japan and Britain. From the Neolithic Era, humanity has sort to extend their identities using pictorial signs that were characteristically simple. Designed to be distinctive and instantly recognisable, the totemic symbols served to signal the origin of the bearer. Subsequently, the development of branding coincided with periods of increased in mobility both in respect to geography and social strata. This includes fifth millennium Mesopotamia, nineteenth century Britain, and America during the 1920s.There are fewer articles of greater influence on contemporary culture than A Theory of Human Motivation written by Abraham Maslow in 1943. Nearly seventy-five years later, his theories about the societal need for “belongingness” and “esteem” remain a mainstay of advertising campaigns (Maslow). Although the principles are used to sell a broad range of products from shampoo to breakfast cereal they are epitomised by apparel. This is with refence to garments and accessories bearing corporation logos. Whereas other purchased items, imbued with abstract products, are intended for personal consumption the public display of these symbols may be interpreted as a form of signalling. The intention of the wearers is to literally seek the fulfilment of the aforementioned social needs. This article investigates the use of brands as prosthesis.Coats and Crests: Identity Garnered on Garments in the Middle Ages and the Muromachi PeriodA logo, at its most basic, is a pictorial sign. In his essay, The Visual Language, Ernest Gombrich described the principle as reducing images to “distinctive features” (Gombrich 46). They represent a “simplification of code,” the meaning of which we are conditioned to recognise (Gombrich 46). Logos may also be interpreted as a manifestation of totemism. According to anthropologist Claude Levi-Strauss, the principle exists in all civilisations and reflects an effort to evoke the power of nature (71-127). Totemism is also a method of population distribution (Levi-Strauss 166).This principle, in a form garnered on garments, is manifested in Mon Kiri. The practice of cutting out family crests evolved into a form of corporate branding in Japan during the Meiji Period (1868-1912) (Christensen 14). During the Muromachi period (1336-1573) the crests provided an integral means of identification on the battlefield (Christensen 13). The adorning of crests on armour was also exercised in Europe during the twelfth century, when the faces of knights were similarly obscured by helmets (Family Crests of Japan 8). Both Mon Kiri and “Coat[s] of Arms” utilised totemic symbols (Family Crests of Japan 8; Elven 14; Christensen 13). The mon for the imperial family (figs. 1 & 2) during the Muromachi Period featured chrysanthemum and paulownia flowers (Goin’ Japaneque). “Coat[s] of Arms” in Britain featured a menagerie of animals including lions (fig. 3), horses and eagles (Elven).The prothesis of identity through garnering symbols on the battlefield provided “safety” through demonstrating “belongingness”. This constituted a conflation of two separate “needs” in the “hierarchy of prepotency” propositioned by Maslow. Fig. 1. The mon symbolising the Imperial Family during the Muromachi Period featured chrysanthemum and paulownia. "Kamon (Japanese Family Crests): Ancient Key to Samurai Culture." Goin' Japaneque! 15 Nov. 2015. 27 July 2019 <http://goinjapanesque.com/05983/>.Fig. 2. An example of the crest being utilised on a garment can be found in this portrait of samurai Oda Nobunaga. "Japan's 12 Most Famous Samurai." All About Japan. 27 Aug. 2018. 27 July 2019 <https://allabout-japan.com/en/article/5818/>.Fig. 3. A detail from the “Index of Subjects of Crests.” Elven, John Peter. The Book of Family Crests: Comprising Nearly Every Family Bearing, Properly Blazoned and Explained, Accompanied by Upwards of Four Thousand Engravings. Henry Washbourne, 1847.The Pursuit of Prestige: Prosthetic Pedigree from the Late Georgian to the Victorian Eras In 1817, the seal engraver to Prince Regent, Alexander Deuchar, described the function of family crests in British Crests: Containing The Crest and Mottos of The Families of Great Britain and Ireland; Together with Those of The Principal Cities and Heraldic Terms as follows: The first approach to civilization is the distinction of ranks. So necessary is this to the welfare and existence of society, that, without it, anarchy and confusion must prevail… In an early stage, heraldic emblems were characteristic of the bearer… Certain ordinances were made, regulating the mode of bearing arms, and who were entitled to bear them. (i-v)The partitioning of social classes in Britain had deteriorated by the time this compendium was published, with displays of “conspicuous consumption” displacing “heraldic emblems” as a primary method of status signalling (Deuchar 2; Han et al. 18). A consumerism born of newfound affluence, and the desire to signify this wealth through luxury goods, was as integral to the Industrial Revolution as technological development. In Rebels against the Future, published in 1996, Kirkpatrick Sale described the phenomenon:A substantial part of the new population, though still a distinct minority, was made modestly affluent, in some places quite wealthy, by privatization of of the countryside and the industrialization of the cities, and by the sorts of commercial and other services that this called forth. The new money stimulated the consumer demand… that allowed a market economy of a scope not known before. (40)This also reflected improvements in the provision of “health, food [and] education” (Maslow; Snow 25-28). With their “physiological needs” accommodated, this ”substantial part” of the population were able to prioritised their “esteem needs” including the pursuit for prestige (Sale 40; Maslow).In Britain during the Middle Ages laws “specified in minute detail” what each class was permitted to wear (Han et al. 15). A groom, for example, was not able to wear clothing that exceeded two marks in value (Han et al. 15). In a distinct departure during the Industrial Era, it was common for the “middling and lower classes” to “ape” the “fashionable vices of their superiors” (Sale 41). Although mon-like labels that were “simplified so as to be conspicuous and instantly recognisable” emerged in Europe during the nineteenth century their application on garments remained discrete up until the early twentieth century (Christensen 13-14; Moore and Reid 24). During the 1920s, the French companies Hermes and Coco Chanel were amongst the clothing manufacturers to pioneer this principle (Chaney; Icon).During the 1860s, Lincolnshire-born Charles Frederick Worth affixed gold stamped labels to the insides of his garments (Polan et al. 9; Press). Operating from Paris, the innovation was consistent with the introduction of trademark laws in France in 1857 (Lopes et al.). He would become known as the “Father of Haute Couture”, creating dresses for royalty and celebrities including Empress Eugene from Constantinople, French actress Sarah Bernhardt and Australian Opera Singer Nellie Melba (Lopes et al.; Krick). The clothing labels proved and ineffective deterrent to counterfeit, and by the 1890s the House of Worth implemented other measures to authenticate their products (Press). The legitimisation of the origin of a product is, arguably, the primary function of branding. This principle is also applicable to subjects. The prothesis of brands, as totemic symbols, assisted consumers to relocate themselves within a new system of population distribution (Levi-Strauss 166). It was one born of commerce as opposed to heraldry.Selling of Self: Conferring Identity from the Neolithic to Modern ErasIn his 1817 compendium on family crests, Deuchar elaborated on heraldry by writing:Ignoble birth was considered as a stain almost indelible… Illustrious parentage, on the other hand, constituted the very basis of honour: it communicated peculiar rights and privileges, to which the meaner born man might not aspire. (v-vi)The Twinings Logo (fig. 4) has remained unchanged since the design was commissioned by the grandson of the company founder Richard Twining in 1787 (Twining). In addition to reflecting the heritage of the family-owned company, the brand indicated the origin of the tea. This became pertinent during the nineteenth century. Plantations began to operate from Assam to Ceylon (Jones 267-269). Amidst the rampant diversification of tea sources in the Victorian era, concerns about the “unhygienic practices” of Chinese producers were proliferated (Wengrow 11). Subsequently, the brand also offered consumers assurance in quality. Fig. 4. The Twinings Logo reproduced from "History of Twinings." Twinings. 24 July 2019 <https://www.twinings.co.uk/about-twinings/history-of-twinings>.The term ‘brand’, adapted from the Norse “brandr”, was introduced into the English language during the sixteenth century (Starcevic 179). At its most literal, it translates as to “burn down” (Starcevic 179). Using hot elements to singe markings onto animals been recorded as early as 2700 BCE in Egypt (Starcevic 182). However, archaeologists concur that the modern principle of branding predates this practice. The implementation of carved seals or stamps to make indelible impressions of handcrafted objects dates back to Prehistoric Mesopotamia (Starcevic 183; Wengrow 13). Similar traditions developed during the Bronze Age in both China and the Indus Valley (Starcevic 185). In all three civilisations branding facilitated both commerce and aspects of Totemism. In the sixth millennium BCE in “Prehistoric” Mesopotamia, referred to as the Halaf period, stone seals were carved to emulate organic form such as animal teeth (Wengrow 13-14). They were used to safeguard objects by “confer[ring] part of the bearer’s personality” (Wengrow 14). They were concurrently applied to secure the contents of vessels containing “exotic goods” used in transactions (Wengrow 15). Worn as amulets (figs. 5 & 6) the seals, and the symbols they produced, were a physical extension of their owners (Wengrow 14).Fig. 5. Recreation of stamp seal amulets from Neolithic Mesopotamia during the sixth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49.1 (2008): 14.Fig. 6. “Lot 25Y: Rare Syrian Steatite Amulet – Fertility God 5000 BCE.” The Salesroom. 27 July 2019 <https://www.the-saleroom.com/en-gb/auction-catalogues/artemis-gallery-ancient-art/catalogue-id-srartem10006/lot-a850d229-a303-4bae-b68c-a6130005c48a>. Fig. 7. Recreation of stamp seal designs from Mesopotamia from the late fifth to fourth millennium BCE. Wengrow, David. "Prehistories of Commodity Branding." Current Anthropology 49. 1 (2008): 16.In the following millennia, the seals would increase exponentially in application and aesthetic complexity (fig. 7) to support the development of household cum cottage industries (Wengrow 15). In addition to handcrafts, sealed vessels would transport consumables such as wine, aromatic oils and animal fats (Wengrow 18). The illustrations on the seals included depictions of rituals undertaken by human figures and/or allegories using animals. It can be ascertained that the transition in the Victorian Era from heraldry to commerce, from family to corporation, had precedence. By extension, consumers were able to participate in this process of value attribution using brands as signifiers. The principle remained prevalent during the modern and post-modern eras and can be respectively interpreted using structuralist and post-structuralist theory.Totemism to Simulacrum: The Evolution of Advertising from the Modern to Post-Modern Eras In 2011, Lisa Chaney wrote of the inception of the Coco Chanel logo (fig. 8) in her biography Chanel: An Intimate Life: A crucial element in the signature design of the Chanel No.5 bottle is the small black ‘C’ within a black circle set as the seal at the neck. On the top of the lid are two more ‘C’s, intertwined back to back… from at least 1924, the No5 bottles sported the unmistakable logo… these two ‘C’s referred to Gabrielle, – in other words Coco Chanel herself, and would become the logo for the House of Chanel. Chaney continued by describing Chanel’s fascination of totemic symbols as expressed through her use of tarot cards. She also “surrounded herself with objects ripe with meaning” such as representations of wheat and lions in reference prosperity and to her zodiac symbol ‘Leo’ respectively. Fig. 8. No5 Chanel Perfume, released in 1924, featured a seal-like logo attached to the bottle neck. “No5.” Chanel. 25 July 2019 <https://www.chanel.com/us/fragrance/p/120450/n5-parfum-grand-extrait/>.Fig. 9. This illustration of the bottle by Georges Goursat was published in a women’s magazine circa 1920s. “1921 Chanel No5.” Inside Chanel. 26 July 2019 <http://inside.chanel.com/en/timeline/1921_no5>; “La 4éme Fête de l’Histoire Samedi 16 et dimache 17 juin.” Ville de Perigueux. Musée d’art et d’archéologie du Périgord. 28 Mar. 2018. 26 July 2019 <https://www.perigueux-maap.fr/category/archives/page/5/>. This product was considered the “financial basis” of the Chanel “empire” which emerged during the second and third decades of the twentieth century (Tikkanen). Chanel is credited for revolutionising Haute Couture by introducing chic modern designs that emphasised “simplicity and comfort.” This was as opposed to the corseted highly embellished fashion that characterised the Victorian Era (Tikkanen). The lavish designs released by the House of Worth were, in and of themselves, “conspicuous” displays of “consumption” (Veblen 17). In contrast, the prestige and status associated with the “poor girl” look introduced by Chanel was invested in the story of the designer (Tikkanen). A primary example is her marinière or sailor’s blouse with a Breton stripe that epitomised her ascension from café singer to couturier (Tikkanen; Burstein 8). This signifier might have gone unobserved by less discerning consumers of fashion if it were not for branding. Not unlike the Prehistoric Mesopotamians, this iteration of branding is a process which “confer[s]” the “personality” of the designer into the garment (Wengrow 13 -14). The wearer of the garment is, in turn, is imbued by extension. Advertisers in the post-structuralist era embraced Levi-Strauss’s structuralist anthropological theories (Williamson 50). This is with particular reference to “bricolage” or the “preconditioning” of totemic symbols (Williamson 173; Pool 50). Subsequently, advertising creatives cum “bricoleur” employed his principles to imbue the brands with symbolic power. This symbolic capital was, arguably, transferable to the product and, ultimately, to its consumer (Williamson 173).Post-structuralist and semiotician Jean Baudrillard “exhaustively” critiqued brands and the advertising, or simulacrum, that embellished them between the late 1960s and early 1980s (Wengrow 10-11). In Simulacra and Simulation he wrote,it is the reflection of a profound reality; it masks and denatures a profound reality; it masks the absence of a profound reality; it has no relation to any reality whatsoever: it is its own pure simulacrum. (6)The symbolic power of the Chanel brand resonates in the ‘profound reality’ of her story. It is efficiently ‘denatured’ through becoming simplified, conspicuous and instantly recognisable. It is, as a logo, physically juxtaposed as simulacra onto apparel. This simulacrum, in turn, effects the ‘profound reality’ of the consumer. In 1899, economist Thorstein Veblen wrote in The Theory of the Leisure Class:Conspicuous consumption of valuable goods it the means of reputability to the gentleman of leisure… costly entertainments, such as potlatch or the ball, are peculiarly adapted to serve this end… he consumes vicariously for his host at the same time that he is witness to the consumption… he is also made to witness his host’s facility in etiquette. (47)Therefore, according to Veblen, it was the witnessing of “wasteful” consumption that “confers status” as opposed the primary conspicuous act (Han et al. 18). Despite television being in its experimental infancy advertising was at “the height of its powers” during the 1920s (Clark et al. 18; Hill 30). Post-World War I consumers, in America, experienced an unaccustomed level of prosperity and were unsuspecting of the motives of the newly formed advertising agencies (Clark et al. 18). Subsequently, the ‘witnessing’ of consumption could be constructed across a plethora of media from the newly emerged commercial radio to billboards (Hill viii–25). The resulting ‘status’ was ‘conferred’ onto brand logos. Women’s magazines, with a legacy dating back to 1828, were a primary locus (Hill 10).Belonging in a Post-Structuralist WorldIt is significant to note that, in a post-structuralist world, consumers do not exclusively seek upward mobility in their selection of brands. The establishment of counter-culture icon Levi-Strauss and Co. was concurrent to the emergence of both The House of Worth and Coco Chanel. The Bavarian-born Levi Strauss commenced selling apparel in San Francisco in 1853 (Levi’s). Two decades later, in partnership with Nevada born tailor Jacob Davis, he patented the “riveted-for-strength” workwear using blue denim (Levi’s). Although the ontology of ‘jeans’ is contested, references to “Jene Fustyan” date back the sixteenth century (Snyder 139). It involved the combining cotton, wool and linen to create “vestments” for Geonese sailors (Snyder 138). The Two Horse Logo (fig. 10), depicting them unable to pull apart a pair of jeans to symbolise strength, has been in continuous use by Levi Strauss & Co. company since its design in 1886 (Levi’s). Fig. 10. The Two Horse Logo by Levi Strauss & Co. has been in continuous use since 1886. Staff Unzipped. "Two Horses. One Message." Heritage. Levi Strauss & Co. 1 July 2011. 25 July 2019 <https://www.levistrauss.com/2011/07/01/two-horses-many-versions-one-message/>.The “rugged wear” would become the favoured apparel amongst miners at American Gold Rush (Muthu 6). Subsequently, between the 1930s – 1960s Hollywood films cultivated jeans as a symbol of “defiance” from Stage Coach staring John Wayne in 1939 to Rebel without A Cause staring James Dean in 1955 (Muthu 6; Edgar). Consequently, during the 1960s college students protesting in America (fig. 11) against the draft chose the attire to symbolise their solidarity with the working class (Hedarty). Notwithstanding a 1990s fashion revision of denim into a diversity of garments ranging from jackets to skirts, jeans have remained a wardrobe mainstay for the past half century (Hedarty; Muthu 10). Fig. 11. Although the brand label is not visible, jeans as initially introduced to the American Goldfields in the nineteenth century by Levi Strauss & Co. were cultivated as a symbol of defiance from the 1930s – 1960s. It documents an anti-war protest that occurred at the Pentagon in 1967. Cox, Savannah. "The Anti-Vietnam War Movement." ATI. 14 Dec. 2016. 16 July 2019 <https://allthatsinteresting.com/vietnam-war-protests#7>.In 2003, the journal Science published an article “Does Rejection Hurt? An Fmri Study of Social Exclusion” (Eisenberger et al.). The cross-institutional study demonstrated that the neurological reaction to rejection is indistinguishable to physical pain. Whereas during the 1940s Maslow classified the desire for “belonging” as secondary to “physiological needs,” early twenty-first century psychologists would suggest “[social] acceptance is a mechanism for survival” (Weir 50). In Simulacra and Simulation, Jean Baudrillard wrote: Today abstraction is no longer that of the map, the double, the mirror or the concept. Simulation is no longer that of a territory, a referential being or a substance. It is the generation by models of a real without origin or reality: a hyperreal… (1)In the intervening thirty-eight years since this document was published the artifice of our interactions has increased exponentially. In order to locate ‘belongness’ in this hyperreality, the identities of the seekers require a level of encoding. Brands, as signifiers, provide a vehicle.Whereas in Prehistoric Mesopotamia carved seals, worn as amulets, were used to extend the identity of a person, in post-digital China WeChat QR codes (fig. 12), stored in mobile phones, are used to facilitate transactions from exchanging contact details to commerce. Like other totems, they provide access to information such as locations, preferences, beliefs, marital status and financial circumstances. These individualised brands are the most recent incarnation of a technology that has developed over the past eight thousand years. The intermediary iteration, emblems affixed to garments, has remained prevalent since the twelfth century. Their continued salience is due to their visibility and, subsequent, accessibility as signifiers. Fig. 12. It may be posited that Wechat QR codes are a form individualised branding. Like other totems, they store information pertaining to the owner’s location, beliefs, preferences, marital status and financial circumstances. “Join Wechat groups using QR code on 2019.” Techwebsites. 26 July 2019 <https://techwebsites.net/join-wechat-group-qr-code/>.Fig. 13. Brands function effectively as signifiers is due to the international distribution of multinational corporations. This is the shopfront of Chanel in Dubai, which offers customers apparel bearing consistent insignia as the Parisian outlet at on Rue Cambon. Customers of Chanel can signify to each other with the confidence that their products will be recognised. “Chanel.” The Dubai Mall. 26 July 2019 <https://thedubaimall.com/en/shop/chanel>.Navigating a post-structuralist world of increasing mobility necessitates a rudimental understanding of these symbols. Whereas in the nineteenth century status was conveyed through consumption and witnessing consumption, from the twentieth century onwards the garnering of brands made this transaction immediate (Veblen 47; Han et al. 18). The bricolage of the brands is constructed by bricoleurs working in any number of contemporary creative fields such as advertising, filmmaking or song writing. They provide a system by which individuals can convey and recognise identities at prima facie. They enable the prosthesis of identity.ReferencesBaudrillard, Jean. Simulacra and Simulation. Trans. Sheila Faria Glaser. United States: University of Michigan Press, 1994.Burstein, Jessica. Cold Modernism: Literature, Fashion, Art. United States: Pennsylvania State University Press, 2012.Chaney, Lisa. Chanel: An Intimate Life. United Kingdom: Penguin Books Limited, 2011.Christensen, J.A. Cut-Art: An Introduction to Chung-Hua and Kiri-E. New York: Watson-Guptill Publications, 1989. Clark, Eddie M., Timothy C. Brock, David E. Stewart, David W. Stewart. Attention, Attitude, and Affect in Response to Advertising. United Kingdom: Taylor & Francis Group, 1994.Deuchar, Alexander. British Crests: Containing the Crests and Mottos of the Families of Great Britain and Ireland Together with Those of the Principal Cities – Primary So. London: Kirkwood & Sons, 1817.Ebert, Robert. “Great Movie: Stage Coach.” Robert Ebert.com. 1 Aug. 2011. 10 Mar. 2019 <https://www.rogerebert.com/reviews/great-movie-stagecoach-1939>.Elven, John Peter. The Book of Family Crests: Comprising Nearly Every Family Bearing, Properly Blazoned and Explained, Accompanied by Upwards of Four Thousand Engravings. London: Henry Washbourne, 1847.Eisenberger, Naomi I., Matthew D. Lieberman, and Kipling D. Williams. "Does Rejection Hurt? An Fmri Study of Social Exclusion." Science 302.5643 (2003): 290-92.Family Crests of Japan. California: Stone Bridge Press, 2007.Gombrich, Ernst. "The Visual Image: Its Place in Communication." Scientific American 272 (1972): 82-96.Hedarty, Stephanie. "How Jeans Conquered the World." BBC World Service. 28 Feb. 2012. 26 July 2019 <https://www.bbc.com/news/magazine-17101768>. Han, Young Jee, Joseph C. Nunes, and Xavier Drèze. "Signaling Status with Luxury Goods: The Role of Brand Prominence." Journal of Marketing 74.4 (2010): 15-30.Hill, Daniel Delis. Advertising to the American Woman, 1900-1999. United States of Ame: Ohio State University Press, 2002."History of Twinings." Twinings. 24 July 2019 <https://www.twinings.co.uk/about-twinings/history-of-twinings>. icon-icon: Telling You More about Icons. 18 Dec. 2016. 26 July 2019 <http://www.icon-icon.com/en/hermes-logo-the-horse-drawn-carriage/>. Jones, Geoffrey. Merchants to Multinationals: British Trading Companies in the 19th and 20th Centuries. Oxford: Oxford UP, 2002.Kamon (Japanese Family Crests): Ancient Key to Samurai Culture." Goin' Japaneque! 15 Nov. 2015. 27 July 2019 <http://goinjapanesque.com/05983/>. Krick, Jessa. "Charles Frederick Worth (1825-1895) and the House of Worth." Heilburnn Timeline of Art History. The Met. Oct. 2004. 23 July 2019 <https://www.metmuseum.org/toah/hd/wrth/hd_wrth.htm>. Levi’s. "About Levis Strauss & Co." 25 July 2019 <https://www.levis.com.au/about-us.html>. Lévi-Strauss, Claude. Totemism. London: Penguin, 1969.Lopes, Teresa de Silva, and Paul Duguid. Trademarks, Brands, and Competitiveness. Abingdon: Routledge, 2010.Maslow, Abraham. "A Theory of Human Motivation." British Journal of Psychiatry 208.4 (1942): 313-13.Moore, Karl, and Susan Reid. "The Birth of Brand: 4000 Years of Branding History." Business History 4.4 (2008).Muthu, Subramanian Senthikannan. Sustainability in Denim. Cambridge Woodhead Publishing, 2017.Polan, Brenda, and Roger Tredre. The Great Fashion Designers. Oxford: Bloomsbury Publishing, 2009.Pool, Roger C. Introduction. Totemism. New ed. Harmondsworth: Penguin, 1969.Press, Claire. Wardrobe Crisis: How We Went from Sunday Best to Fast Fashion. Melbourne: Schwartz Publishing, 2016.Sale, K. Rebels against the Future: The Luddites and Their War on the Industrial Revolution: Lessons for the Computer Age. Massachusetts: Addison-Wesley, 1996.Snow, C.P. The Two Cultures and the Scientific Revolution. Cambridge: Cambridge University Press, 1959. Snyder, Rachel Louise. Fugitive Denim: A Moving Story of People and Pants in the Borderless World of Global Trade. New York: W.W. Norton, 2008.Starcevic, Sladjana. "The Origin and Historical Development of Branding and Advertising in the Old Civilizations of Africa, Asia and Europe." Marketing 46.3 (2015): 179-96.Tikkanen, Amy. "Coco Chanel." Encyclopaedia Britannica. 19 Apr. 2019. 25 July 2019 <https://www.britannica.com/biography/Coco-Chanel>.Veblen, Thorstein. The Theory of the Leisure Class: An Economic Study in the Evolution of Institutions. London: Macmillan, 1975.Weir, Kirsten. "The Pain of Social Rejection." American Psychological Association 43.4 (2012): 50.Williamson, Judith. Decoding Advertisements: Ideology and Meaning in Advertising. Ideas in Progress. London: Boyars, 1978.

In Ireland today, we eat more pigmeat per capita, approximately 32.4 kilograms, than any other meat, yet you very seldom if ever see a pig (C.S.O.). Fat and flavour are two words that are synonymous with pig meat, yet scientists have spent the last thirty years cross breeding to produce leaner, low-fat pigs. Today’s pig professionals prefer to use the term “pig finishing” as opposed to the more traditional “pig fattening” (Tuite). The pig evokes many themes in relation to cuisine. Charles Lamb (1775-1834), in his essay Dissertation upon Roast Pig, cites Confucius in attributing the accidental discovery of the art of roasting to the humble pig. The pig has been singled out by many cultures as a food to be avoided or even abhorred, and Harris (1997) illustrates the environmental effect this avoidance can have by contrasting the landscape of Christian Albania with that of Muslim Albania.This paper will focus on the pig in Irish cuisine and culture from ancient times to the present day. The inspiration for this paper comes from a folklore tale about how Saint Martin created the pig from a piece of fat. The story is one of a number recorded by Seán Ó Conaill, the famous Kerry storyteller and goes as follows:From St Martin’s fat they were made. He was travelling around, and one night he came to a house and yard. At that time there were only cattle; there were no pigs or piglets. He asked the man of the house if there was anything to eat the chaff and the grain. The man replied there were only the cattle. St Martin said it was a great pity to have that much chaff going to waste. At night when they were going to bed, he handed a piece of fat to the servant-girl and told her to put it under a tub, and not to look at it at all until he would give her the word next day. The girl did so, but she kept a bit of the fat and put it under a keeler to find out what it would be.When St Martin rose next day he asked her to go and lift up the tub. She lifted it up, and there under it were a sow and twelve piglets. It was a great wonder to them, as they had never before seen pig or piglet.The girl then went to the keeler and lifted it, and it was full of mice and rats! As soon as the keeler was lifted, they went running about the house searching for any hole that they could go into. When St Martin saw them, he pulled off one of his mittens and threw it at them and made a cat with that throw. And that is why the cat ever since goes after mice and rats (Ó Conaill).The place of the pig has long been established in Irish literature, and longer still in Irish topography. The word torc, a boar, like the word muc, a pig, is a common element of placenames, from Kanturk (boar’s head) in West Cork to Ros Muc (headland of pigs) in West Galway. The Irish pig had its place in literature well established long before George Orwell’s English pig, Major, headed the dictatorship in Animal Farm. It was a wild boar that killed the hero Diarmaid in the Fenian tale The Pursuit of Diarmaid and Gráinne, on top of Ben Bulben in County Sligo (Mac Con Iomaire). In Ancient and Medieval Ireland, wild boars were hunted with great fervour, and the prime cuts were reserved for the warrior classes, and certain other individuals. At a feast, a leg of pork was traditionally reserved for a king, a haunch for a queen, and a boar’s head for a charioteer. The champion warrior was given the best portion of meat (Curath Mhir or Champions’ Share), and fights often took place to decide who should receive it. Gantz (1981) describes how in the ninth century tale The story of Mac Dathó’s Pig, Cet mac Matach, got supremacy over the men of Ireland: “Moreover he flaunted his valour on high above the valour of the host, and took a knife in his hand and sat down beside the pig. “Let someone be found now among the men of Ireland”, said he, “to endure battle with me, or leave the pig for me to divide!”It did not take long before the wild pigs were domesticated. Whereas cattle might be kept for milk and sheep for wool, the only reason for pig rearing was as a source of food. Until the late medieval period, the “domesticated” pigs were fattened on woodland mast, the fruit of the beech, oak, chestnut and whitethorn, giving their flesh a delicious flavour. So important was this resource that it is acknowledged by an entry in the Annals of Clonmacnoise for the year 1038: “There was such an abundance of ackornes this yeare that it fattened the pigges [runts] of pigges” (Sexton 45). In another mythological tale, two pig keepers, one called ‘friuch’ after the boars bristle (pig keeper to the king of Munster) and the other called ‘rucht’ after its grunt (pig keeper to the king of Connacht), were such good friends that the one from the north would bring his pigs south when there was a mast of oak and beech nuts in Munster. If the mast fell in Connacht, the pig-keeper from the south would travel northward. Competitive jealousy sparked by troublemakers led to the pig keepers casting spells on each other’s herds to the effect that no matter what mast they ate they would not grow fat. Both pig keepers were practised in the pagan arts and could form themselves into any shape, and having been dismissed by their kings for the leanness of their pig herds due to the spells, they eventually formed themselves into the two famous bulls that feature in the Irish Epic The Táin (Kinsella).In the witty and satirical twelfth century text, The Vision of Mac Conglinne (Aisling Mhic Conglinne), many references are made to the various types of pig meat. Bacon, hams, sausages and puddings are often mentioned, and the gate to the fortress in the visionary land of plenty is described thus: “there was a gate of tallow to it, whereon was a bolt of sausage” (Jackson).Although pigs were always popular in Ireland, the emergence of the potato resulted in an increase in both human and pig populations. The Irish were the first Europeans to seriously consider the potato as a staple food. By 1663 it was widely accepted in Ireland as an important food plant and by 1770 it was known as the Irish Potato (Mac Con Iomaire and Gallagher). The potato transformed Ireland from an under populated island of one million in the 1590s to 8.2 million in 1840, making it the most densely populated country in Europe. Two centuries of genetic evolution resulted in potato yields growing from two tons per acre in 1670 to ten tons per acre in 1800. A constant supply of potato, which was not seen as a commercial crop, ensured that even the smallest holding could keep a few pigs on a potato-rich diet. Pat Tuite, an expert on pigs with Teagasc, the Irish Agricultural and Food Development Authority, reminded me that the potatoes were cooked for the pigs and that they also enjoyed whey, the by product of both butter and cheese making (Tuite). The agronomist, Arthur Young, while travelling through Ireland, commented in 1770 that in the town of Mitchelstown in County Cork “there seemed to be more pigs than human beings”. So plentiful were pigs at this time that on the eve of the Great Famine in 1841 the pig population was calculated to be 1,412,813 (Sexton 46). Some of the pigs were kept for home consumption but the rest were a valuable source of income and were shown great respect as the gentleman who paid the rent. Until the early twentieth century most Irish rural households kept some pigs.Pork was popular and was the main meat eaten at all feasts in the main houses; indeed a feast was considered incomplete without a whole roasted pig. In the poorer holdings, fresh pork was highly prized, as it was only available when a pig of their own was killed. Most of the pig was salted, placed in the brine barrel for a period or placed up the chimney for smoking.Certain superstitions were observed concerning the time of killing. Pigs were traditionally killed only in months that contained the letter “r”, since the heat of the summer months caused the meat to turn foul. In some counties it was believed that pigs should be killed under the full moon (Mahon 58). The main breed of pig from the medieval period was the Razor Back or Greyhound Pig, which was very efficient in converting organic waste into meat (Fitzgerald). The killing of the pig was an important ritual and a social occasion in rural Ireland, for it meant full and plenty for all. Neighbours, who came to help, brought a handful of salt for the curing, and when the work was done each would get a share of the puddings and the fresh pork. There were a number of days where it was traditional to kill a pig, the Michaelmas feast (29 September), Saint Martins Day (11 November) and St Patrick’s Day (17 March). Olive Sharkey gives a vivid description of the killing of the barrow pig in rural Ireland during the 1930s. A barrow pig is a male pig castrated before puberty:The local slaughterer (búistéir) a man experienced in the rustic art of pig killing, was approached to do the job, though some farmers killed their own pigs. When the búistéirarrived the whole family gathered round to watch the killing. His first job was to plunge the knife in the pig’s heart via the throat, using a special knife. The screeching during this performance was something awful, but the animal died instantly once the heart had been reached, usually to a round of applause from the onlookers. The animal was then draped across a pig-gib, a sort of bench, and had the fine hairs on its body scraped off. To make this a simple job the animal was immersed in hot water a number of times until the bristles were softened and easy to remove. If a few bristles were accidentally missed the bacon was known as ‘hairy bacon’!During the killing of the pig it was imperative to draw a good flow of blood to ensure good quality meat. This blood was collected in a bucket for the making of puddings. The carcass would then be hung from a hook in the shed with a basin under its head to catch the drip, and a potato was often placed in the pig’s mouth to aid the dripping process. After a few days the carcass would be dissected. Sharkey recalls that her father maintained that each pound weight in the pig’s head corresponded to a stone weight in the body. The body was washed and then each piece that was to be preserved was carefully salted and placed neatly in a barrel and hermetically sealed. It was customary in parts of the midlands to add brown sugar to the barrel at this stage, while in other areas juniper berries were placed in the fire when hanging the hams and flitches (sides of bacon), wrapped in brown paper, in the chimney for smoking (Sharkey 166). While the killing was predominantly men’s work, it was the women who took most responsibility for the curing and smoking. Puddings have always been popular in Irish cuisine. The pig’s intestines were washed well and soaked in a stream, and a mixture of onions, lard, spices, oatmeal and flour were mixed with the blood and the mixture was stuffed into the casing and boiled for about an hour, cooled and the puddings were divided amongst the neighbours.The pig was so palatable that the famous gastronomic writer Grimod de la Reyniere once claimed that the only piece you couldn’t eat was the “oink”. Sharkey remembers her father remarking that had they been able to catch the squeak they would have made tin whistles out of it! No part went to waste; the blood and offal were used, the trotters were known as crubeens (from crúb, hoof), and were boiled and eaten with cabbage. In Galway the knee joint was popular and known as the glúiníns (from glún, knee). The head was roasted whole or often boiled and pressed and prepared as Brawn. The chitterlings (small intestines) were meticulously prepared by continuous washing in cool water and the picking out of undigested food and faeces. Chitterlings were once a popular bar food in Dublin. Pig hair was used for paintbrushes and the bladder was occasionally inflated, using a goose quill, to be used as a football by the children. Meindertsma (2007) provides a pictorial review of the vast array of products derived from a single pig. These range from ammunition and porcelain to chewing gum.From around the mid-eighteenth century, commercial salting of pork and bacon grew rapidly in Ireland. 1820 saw Henry Denny begin operation in Waterford where he both developed and patented several production techniques for bacon. Bacon curing became a very important industry in Munster culminating in the setting up of four large factories. Irish bacon was the brand leader and the Irish companies exported their expertise. Denny set up a plant in Denmark in 1894 and introduced the Irish techniques to the Danish industry, while O’Mara’s set up bacon curing facilities in Russia in 1891 (Cowan and Sexton). Ireland developed an extensive export trade in bacon to England, and hams were delivered to markets in Paris, India, North and South America. The “sandwich method” of curing, or “dry cure”, was used up until 1862 when the method of injecting strong brine into the meat by means of a pickling pump was adopted by Irish bacon-curers. 1887 saw the formation of the Bacon Curers’ Pig Improvement Association and they managed to introduce a new breed, the Large White Ulster into most regions by the turn of the century. This breed was suitable for the production of “Wiltshire” bacon. Cork, Waterford Dublin and Belfast were important centres for bacon but it was Limerick that dominated the industry and a Department of Agriculture document from 1902 suggests that the famous “Limerick cure” may have originated by chance:1880 […] Limerick producers were short of money […] they produced what was considered meat in a half-cured condition. The unintentional cure proved extremely popular and others followed suit. By the turn of the century the mild cure procedure was brought to such perfection that meat could [… be] sent to tropical climates for consumption within a reasonable time (Cowan and Sexton).Failure to modernise led to the decline of bacon production in Limerick in the 1960s and all four factories closed down. The Irish pig market was protected prior to joining the European Union. There were no imports, and exports were subsidised by the Pigs and Bacon Commission. The Department of Agriculture started pig testing in the early 1960s and imported breeds from the United Kingdom and Scandinavia. The two main breeds were Large White and Landrace. Most farms kept pigs before joining the EU but after 1972, farmers were encouraged to rationalise and specialise. Grants were made available for facilities that would keep 3,000 pigs and these grants kick started the development of large units.Pig keeping and production were not only rural occupations; Irish towns and cities also had their fair share. Pigs could easily be kept on swill from hotels, restaurants, not to mention the by-product and leftovers of the brewing and baking industries. Ed Hick, a fourth generation pork butcher from south County Dublin, recalls buying pigs from a local coal man and bus driver and other locals for whom it was a tradition to keep pigs on the side. They would keep some six or eight pigs at a time and feed them on swill collected locally. Legislation concerning the feeding of swill introduced in 1985 (S.I.153) and an amendment in 1987 (S.I.133) required all swill to be heat-treated and resulted in most small operators going out of business. Other EU directives led to the shutting down of thousands of slaughterhouses across Europe. Small producers like Hick who slaughtered at most 25 pigs a week in their family slaughterhouse, states that it was not any one rule but a series of them that forced them to close. It was not uncommon for three inspectors, a veterinarian, a meat inspector and a hygiene inspector, to supervise himself and his brother at work. Ed Hick describes the situation thus; “if we had taken them on in a game of football, we would have lost! We were seen as a huge waste of veterinary time and manpower”.Sausages and rashers have long been popular in Dublin and are the main ingredients in the city’s most famous dish “Dublin Coddle.” Coddle is similar to an Irish stew except that it uses pork rashers and sausage instead of lamb. It was, traditionally, a Saturday night dish when the men came home from the public houses. Terry Fagan has a book on Dublin Folklore called Monto: Murder, Madams and Black Coddle. The black coddle resulted from soot falling down the chimney into the cauldron. James Joyce describes Denny’s sausages with relish in Ulysses, and like many other Irish emigrants, he would welcome visitors from home only if they brought Irish sausages and Irish whiskey with them. Even today, every family has its favourite brand of sausages: Byrne’s, Olhausens, Granby’s, Hafner’s, Denny’s Gold Medal, Kearns and Superquinn are among the most popular. Ironically the same James Joyce, who put Dublin pork kidneys on the world table in Ulysses, was later to call his native Ireland “the old sow that eats her own farrow” (184-5).The last thirty years have seen a concerted effort to breed pigs that have less fat content and leaner meat. There are no pure breeds of Landrace or Large White in production today for they have been crossbred for litter size, fat content and leanness (Tuite). Many experts feel that they have become too lean, to the detriment of flavour and that the meat can tend to split when cooked. Pig production is now a complicated science and tighter margins have led to only large-scale operations being financially viable (Whittemore). The average size of herd has grown from 29 animals in 1973, to 846 animals in 1997, and the highest numbers are found in counties Cork and Cavan (Lafferty et al.). The main players in today’s pig production/processing are the large Irish Agribusiness Multinationals Glanbia, Kerry Foods and Dairygold. Tuite (2002) expressed worries among the industry that there may be no pig production in Ireland in twenty years time, with production moving to Eastern Europe where feed and labour are cheaper. When it comes to traceability, in the light of the Foot and Mouth, BSE and Dioxin scares, many feel that things were much better in the old days, when butchers like Ed Hick slaughtered animals that were reared locally and then sold them back to local consumers. Hick has recently killed pigs for friends who have begun keeping them for home consumption. This slaughtering remains legal as long as the meat is not offered for sale.Although bacon and cabbage, and the full Irish breakfast with rashers, sausages and puddings, are considered to be some of Ireland’s most well known traditional dishes, there has been a growth in modern interpretations of traditional pork and bacon dishes in the repertoires of the seemingly ever growing number of talented Irish chefs. Michael Clifford popularised Clonakilty Black Pudding as a starter in his Cork restaurant Clifford’s in the late 1980s, and its use has become widespread since, as a starter or main course often partnered with either caramelised apples or red onion marmalade. Crubeens (pigs trotters) have been modernised “a la Pierre Kaufman” by a number of Irish chefs, who bone them out and stuff them with sweetbreads. Kevin Thornton, the first Irish chef to be awarded two Michelin stars, has roasted suckling pig as one of his signature dishes. Richard Corrigan is keeping the Irish flag flying in London in his Michelin starred Soho restaurant, Lindsay House, where traditional pork and bacon dishes from his childhood are creatively re-interpreted with simplicity and taste.Pork, ham and bacon are, without doubt, the most traditional of all Irish foods, featuring in the diet since prehistoric times. Although these meats remain the most consumed per capita in post “Celtic Tiger” Ireland, there are a number of threats facing the country’s pig industry. Large-scale indoor production necessitates the use of antibiotics. European legislation and economic factors have contributed in the demise of the traditional art of pork butchery. Scientific advancements have resulted in leaner low-fat pigs, many argue, to the detriment of flavour. Alas, all is not lost. There is a growth in consumer demand for quality local food, and some producers like J. Hick & Sons, and Prue & David Rudd and Family are leading the way. The Rudds process and distribute branded antibiotic-free pig related products with the mission of “re-inventing the tastes of bygone days with the quality of modern day standards”. Few could argue with the late Irish writer John B. Keane (72): “When this kind of bacon is boiling with its old colleague, white cabbage, there is a gurgle from the pot that would tear the heart out of any hungry man”.ReferencesCowan, Cathal and Regina Sexton. Ireland's Traditional Foods: An Exploration of Irish Local & Typical Foods & Drinks. Dublin: Teagasc, 1997.C.S.O. Central Statistics Office. Figures on per capita meat consumption for 2009, 2010. Ireland. http://www.cso.ie.Fitzgerald, Oisin. "The Irish 'Greyhound' Pig: an extinct indigenous breed of Pig." History Ireland13.4 (2005): 20-23.Gantz, Jeffrey Early Irish Myths and Sagas. New York: Penguin, 1981.Harris, Marvin. "The Abominable Pig." Food and Culture: A Reader. Eds. Carole Counihan and Penny Van Esterik. New York: Routledge, 1997. 67-79.Hick, Edward. Personal Communication with master butcher Ed Hick. 15 Apr. 2002.Hick, Edward. Personal Communication concerning pig killing. 5 Sep. 2010.Jackson, K. H. Ed. Aislinge Meic Con Glinne, Dublin: Institute of Advanced Studies, 1990.Joyce, James. The Portrait of the Artist as a Young Man, London: Granada, 1977.Keane, John B. Strong Tea. Cork: Mercier Press, 1963.Kinsella, Thomas. The Táin. Oxford: Oxford University Press, 1970.Lafferty, S., Commins, P. and Walsh, J. A. Irish Agriculture in Transition: A Census Atlas of Agriculture in the Republic of Ireland. Dublin: Teagasc, 1999.Mac Con Iomaire, Liam. Ireland of the Proverb. Dublin: Town House, 1988.Mac Con Iomaire, Máirtín and Pádraic Óg Gallagher. "The Potato in Irish Cuisine and Culture."Journal of Culinary Science and Technology 7.2-3 (2009): 1-16.Mahon, Bríd. Land of Milk and Honey: The Story of Traditional Irish Food and Drink. Cork:Mercier, 1998.Meindertsma, Christien. PIG 05049 2007. 10 Aug. 2010 http://www.christienmeindertsma.com.Ó Conaill, Seán. Seán Ó Conaill's Book. Bailie Átha Cliath: Bhéaloideas Éireann, 1981.Sexton, Regina. A Little History of Irish Food. Dublin: Gill and Macmillan, 1998.Sharkey, Olive. Old Days Old Ways: An Illustrated Folk History of Ireland. Dublin: The O'Brien Press, 1985.S.I. 153, 1985 (Irish Legislation) http://www.irishstatutebook.ie/1985/en/si/0153.htmlS.I. 133, 1987 (Irish Legislation) http://www.irishstatuebook.ie/1987/en/si/0133.htmlTuite, Pat. Personal Communication with Pat Tuite, Chief Pig Advisor, Teagasc. 3 May 2002.Whittemore, Colin T. and Ilias Kyriazakis. Whitmore's Science and Practice of Pig Production 3rdEdition. Oxford: Wiley-Blackwell, 2006.

Introduction Almost all industries in Australia today have adopted digital media in some way. However, uses in large scale activities such as mining may seem to be different from others. This article looks at mining practices with a media studies approach, and concludes that, just as many other industries, mining and media have converged. Many Australian mine sites are adopting new media for communication and control to manage communication, explore for ore bodies, simulate forces, automate drilling, keep records, and make transport and command robotic. Beyond sharing similar digital devices for communication and computation, new media in mining employ characteristic digital media operations, such as numerical operation, automation and managed variability. This article examines the implications of finding that some of the most material practices have become mediated by new media. Mining has become increasingly mediated through new media technologies similar to GPS, visualisation, game remote operation, similar to those adopted in consumer home and mobile digital media. The growing and diversified adoption of digital media championed by companies like Rio Tinto aims not only ‘improve’ mining, but to change it. Through remediating practices of digital mining, new media have become integral powerful tools in prospective, real time and analytical environments. This paper draws on two well-known case studies of mines in the Pilbara and Western NSW. These have been documented in press releases and media reports as representing changes in media and mining. First, the West Angelas mines in the Pilbara is an open cut iron ore mine introducing automation and remote operation. This mine is located in the remote Pilbara, and is notable for being operated remotely from a control centre 2000km away, near Perth Airport, WA. A growing fleet of Komatsu 930E haul trucks, which can drive autonomously, traverses the site. Fitted with radars, lasers and GPS, these enormous vehicles navigate through the open pit mine with no direct human control. Introducing these innovations to mine sites become more viable after iron ore mining became increasingly profitable in the mid-2000s. A boom in steel building in China drove unprecedented demand. This growing income coincided with a change in public rhetoric from companies like Rio Tinto. They pointed towards substantial investments in research, infrastructure, and accelerated introduction of new media technologies into mining practices. Rio Tinto trademarked the term ‘Mine of the future’ (US Federal News Service 1), and publicised their ambitious project for renewal of mining practice, including digital media. More recently, prices have been more volatile. The second case study site is a copper and gold underground mine at Northparkes in Western NSW. Northparkes uses substantial sensing and control, as well as hybrid autonomous and remote operated vehicles. The use of digital media begins with prospecting, and through to logistics of transportation. Engineers place explosives in optimal positions using computer modelling of the underground rock formations. They make heavy use of software to coordinate layer-by-layer use of explosives in this advanced ‘box cut’ mine. After explosives disrupt the rock layer a kilometre underground, another specialised vehicle collects and carries the ore to the surface. The Sandvik loader-hauler-dumper (LHD) can be driven conventionally by a driver, but it can also travel autonomously in and out of the mine without a direct operator. Once it reaches a collection point, where the broken up ore has accumulated, a user of the surface can change the media mode to telepresence. The human operator then takes control using something like a games controller and multiple screens. The remote operator controls the LHD to fill the scoop with ore. The fully-loaded LHD backs up, and returns autonomously using laser senses to follow a trail to the next drop off point. The LHD has become a powerful mediator, reconfiguring technical, material and social practices throughout the mine. The Meanings of Mining and Media Are Converging Until recently, mining and media typically operated ontologically separately. The media, such as newspapers and television, often tell stories about mining, following regular narrative scripts. There are controversies and conflicts, narratives of ecological crises, and the economics of national benefit. There are heroic and tragic stories such as the Beaconsfield mine collapse (Clark). There are new industry policies (Middelbeek), which are politically fraught because of the lobbying power of miners. Almost completely separately, workers in mines were consumers of media, from news to entertainment. These media practices, while important in their own right, tell nothing of the approaching changes in many other sectors of work and everyday life. It is somewhat unusual for a media studies scholar to study mine sites. Mine sites are most commonly studied by Engineering (Bellamy & Pravica), Business and labour and cultural histories (McDonald, Mayes & Pini). Until recently, media scholarship on mining has related to media institutions, such as newspapers, broadcasters and websites, and their audiences. As digital media have proliferated, the phenomena that can be considered as media phenomena has changed. This article, pointing to the growing roles of media technologies, observes the growing importance that media, in these terms, have in the rapidly changing domain of mining. Another meaning for ‘media’ studies, from cybernetics, is that a medium is any technology that translates perception, makes interpretations, and performs expressions. This meaning is more abstract, operating with a broader definition of media — not only those institutionalised as newspapers or radio stations. It is well known that computer-based media have become ubiquitous in culture. This is true in particular within the mining company’s higher ranks. Rio Tinto’s ambitious 2010 ‘Mine of the Future’ (Fisher & Schnittger, 2) program was premised on an awareness that engineers, middle managers and senior staff were already highly computer literate. It is worth remembering that such competency was relatively uncommon until the late 1980s. The meanings of digital media have been shifting for many years, as computers become experienced more as everyday personal artefacts, and less as remote information systems. Their value has always been held with some ambivalence. Zuboff’s (387-414) picture of loss, intimidation and resistance to new information technologies in the 1980s seems to have dissipated by 2011. More than simply being accepted begrudgingly, the PC platform (and variants) has become a ubiquitous platform, a lingua franca for information workers. It became an intimate companion for many professions, and in many homes. It was an inexpensive, versatile and generalised convergent medium for communication and control. And yet, writers such as Gregg observe, the flexibility of networked digital work imposes upon many workers ‘unlimited work’. The office boundaries of the office wall break down, for better or worse. Emails, utility and other work-related behaviours increasingly encroach onto domestic and public space and time. Its very attractiveness to users has tied them to these artefacts. The trail that leads the media studies discipline down the digital mine shaft has been cleared by recent work in media archaeology (Parikka), platform studies (Middelbeek; Montfort & Bogost; Maher) and new media (Manovich). Each of these redefined Media Studies practices addresses the need to diversify the field’s attention and methods. It must look at more specific, less conventional and more complex media formations. Mobile media and games (both computer-based) have turned out to be quite different from traditional media (Hjorth; Goggin). Kirschenbaum’s literary study of hard drives and digital fiction moves from materiality to aesthetics. In my study of digital mining, I present a reconfigured media studies, after the authors, that reveals heterogeneous media configurations, deserving new attention to materiality. This article also draws from the actor network theory approach and terminology (Latour). The uses of media / control / communications in the mining industry are very complex, and remain under constant development. Media such as robotics, computer modelling, remote operation and so on are bound together into complex practices. Each mine site is different — geologically, politically, and economically. Mines are subject to local and remote disasters. Mine tunnels and global prices can collapse, rendering active sites uneconomical overnight. Many technologies are still under development — including Northparkes and West Angelas. Both these sites are notable for their significant use of autonomous vehicles and remote operated vehicles. There is no doubt that the digital technologies modulate all manner of the mining processes: from rocks and mechanical devices to human actors. Each of these actors present different forms of collusion and opposition. Within a mining operation, the budgets for computerised and even robotic systems are relatively modest for their expected return. Deep in a mine, we can still see media convergence at work. Convergence refers to processes whereby previously diverse practices in media have taken on similar devices and techniques. While high-end PCs in mining, running simulators; control data systems; visualisation; telepresence, and so on may be high performance, ruggedised devices, they still share a common platform to the desktop PC. Conceptual resources developed in Media Ecology, New Media Studies, and the Digital Humanities can now inform readings of mining practices, even if their applications differ dramatically in size, reliability and cost. It is not entirely surprising that some observations by new media theorists about entertainment and media applications can also relate to features of mining technologies. Manovich argues that numerical representation is a distinctive feature of new media. Numbers have always already been key to mining engineering. However, computers visualise numerical fields in simulations that extend out of the minds of the calculators, and into visual and even haptic spaces. Specialists in geology, explosives, mechanical apparatuses, and so on, can use plaftorms that are common to everyday media. As the significance of numbers is extended by computers in the field, more and more diverse sources of data provide apparently consistent and seamless images of multiple fields of knowledge. Another feature that Manovich identifies in new media is the capacity for automation of media operations. Automation of many processes in mechanical domains clearly occurred long before industrial technologies were ported into new media. The difference with new media in mine sites is that robotic systems must vary their performance according to feedback from their extra-system environments. For our purposes, the haul trucks in WA are software-controlled devices that already qualify as robots. They sense, interpret and act in the world based on their surroundings. They evaluate multiple factors, including the sensors, GPS signals, operator instructions and so on. They can repeat the path, by sensing the differences, day after day, even if the weather changes, the track wears away or the instructions from base change. Automation compensates for differences within complex and changing environments. Automation of an open-pit mine haulage system… provides more consistent and efficient operation of mining equipment, it removes workers from potential danger, it reduces fuel consumption significantly reducing greenhouse gas (GHG) emissions, and it can help optimize vehicle repairs and equipment replacement because of more-predictable and better-controlled maintenance. (Parreire and Meech 1-13) Material components in physical mines tend to become modular and variable, as their physical shape lines up with the logic of another of Manovich’s new media themes, variability. Automatic systems also make obsolete human drivers, who previously handled those environmental variations, for better or for worse, through the dangerous, dull and dirty spaces of the mine. Drivers’ capacity to control repeat trips is no longer needed. The Komatsu driverless truck, introduced to the WA iron ore mines from 2008, proved itself to be almost as quick as human drivers at many tasks. But the driverless trucks have deeper advantages: they can run 23 hours each day with no shift breaks; they drive more cautiously and wear the equipment less than human drivers. There is no need to put up workers and their families up in town. The benefit most often mentioned is safety: even the worst accident won’t produce injuries to drivers. The other advantage less mentioned is that autonomous trucks don’t strike. Meanwhile, managers of human labour also need to adopt certain strategies of modulation to support the needs and expectations of their workers. Mobile phones, televisions and radio are popular modes of connecting workers to their loved ones, particularly in the remote and harsh West Angelas site. One solution — regular fly-in-fly out shifts — tends also to be alienating for workers and locals (Cheshire; Storey; Tonts). As with any operations, the cost of maintaining a safe and comfortable environment for workers requires trade-offs. Companies face risks from mobile phones, leaking computer networks, and espionage that expose the site to security risks. Because of such risks, miners tend be subject to disciplinary regimes. It is common to test alcohol and drug levels. There was some resistance from workers, who refused to change to saliva testing from urine testing (Latimer). Contesting these machines places the medium, in a different sense, at the centre of regulation of the workers’ bodies. In Northparkes, the solution of hybrid autonomous and remote operation is also a solution for modulating labour. It is safer and more comfortable, while also being more efficient, as one experienced driver can control three trucks at a time. This more complex mode of mediation is necessary because underground mines are more complex in geology, and working environments to suit full autonomy. These variations provide different relationships between operators and machines. The operator uses a games controller, and watches four video views from the cabin to make the vehicle fill the bucket with ore (Northparkes Mines, 9). Again, media have become a pivotal element in the mining assemblage. This combines the safety and comfort of autonomous operation (helping to retain staff) with the required use of human sensorimotor dexterity. Mine systems deserve attention from media studies because sites are combining large scale physical complexity with increasingly sophisticated computing. The conventional pictures of mining and media rarely address the specificity of subjective and artefactual encounters in and around mine sites. Any research on mining communication is typically within the instrumental frames of engineering (Duff et al.). Some of the developments in mechanical systems have contributed to efficiency and safety of many mines: larger trucks, more rock crushers, and so on. However, the single most powerful influence on mining has been adopting digital media to control, integrate and mining systems. Rio Tinto’s transformative agenda document is outlined in its high profile ‘Mine of the Future’ agenda (US Federal News Service). The media to which I refer are not only those in popular culture, but also those with digital control and communications systems used internally within mines and supply chains. The global mining industry began adopting digital communication automation (somewhat) systematically only in the 1980s. Mining companies hesitated to adopt digital media because the fundamentals of mining are so risky and bound to standard procedures. Large scale material operations, extracting and processing minerals from under the ground: hardly to be an appropriate space for delicate digital electronics. Mining is also exposed to volatile economic conditions, so investing in anything major can be unattractive. High technology perhaps contradicts an industry ethos of risk-taking and masculinity. Digital media became domesticated, and familiar to a new generation of formally educated engineers for whom databases and algorithms (Manovich) were second nature. Digital systems become simultaneously controllers of objects, and mediators of meanings and relationships. They control movements, and express communications. Computers slide from using meanings to invoking direct actions over objects in the world. Even on an everyday scale, computer operations often control physical processes. Anti-lock Braking Systems regulate a vehicle’s braking pressure to avoid the danger when wheels lock-up. Or another example, is the ATM, which involves both symbolic interactions, and also exchange of physical objects. These operations are examples of the ‘asignifying semiotic’ (Guattari), in which meanings and non-meanings interact. There is no operation essential distinction between media- and non-media digital operations. Which are symbolic, attached or non-consequential is not clear. This trend towards using computation for both meanings and actions has accelerated since 2000. Mines of the Future Beyond a relatively standard set of office and communications software, many fields, including mining, have adopted specialised packages for their domains. In 3D design, it is AutoCAD. In hard sciences, it is custom modelling. In audiovisual production, it may be Apple and Adobe products. Some platforms define their subjectivity, professional identity and practices around these platforms. This platform orientation is apparent in areas of mining, so that applications such as the Gemcom, Rockware, Geological Database and Resource Estimation Modelling from Micromine; geology/mine design software from Runge, Minemap; and mine production data management software from Corvus. However, software is only a small proportion of overall costs in the industry. Agents in mining demand solutions to peculiar problems and requirements. They are bound by their enormous scale; physical risks of environments, explosive and moving elements; need to negotiate constant change, as mining literally takes the ground from under itself; the need to incorporate geological patterns; and the importance of logistics. When digital media are the solution, there can be what is perceived as rapid gains, including greater capacities for surveillance and control. Digital media do not provide more force. Instead, they modulate the direction, speed and timing of activities. It is not a complete solution, because too many uncontrolled elements are at play. Instead, there are moment and situations when the degree of control refigures the work that can be done. Conclusions In this article I have proposed a new conception of media change, by reading digital innovations in mining practices themselves as media changes. This involved developing an initial reading of the operations of mining as digital media. With this approach, the array of media components extends far beyond the conventional ‘mass media’ of newspapers and television. It offers a more molecular media environment which is increasingly heterogeneous. It sometimes involves materiality on a huge scale, and is sometimes apparently virtual. The mining media event can be a semiotic, a signal, a material entity and so on. It can be a command to a human. It can be a measurement of location, a rock formation, a pressure or an explosion. The mining media event, as discussed above, is subject to Manovich’s principles of media, being numerical, variable and automated. In the mining media event, these principles move from the aesthetic to the instrumental and physical domains of the mine site. The role of new media operates at many levels — from the bottom of the mine site to the cruising altitude of the fly-in-fly out aeroplanes — has motivated significant changes in the Australian industry. When digital media and robotics come into play, they do not so much introduce change, but reintroduce similarity. This inversion of media is less about meaning, and more about local mastery. Media modulation extends the kinds of influence that can be exerted by the actors in control. In these situations, the degrees of control, and of resistance, are yet to be seen. Acknowledgments Thanks to Mining IQ for a researcher's pass at Mining Automation and Communication Conference, Perth in August 2012. References Bellamy, D., and L. 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Taylor & Francis, 2008. Kirschenbaum, M.G. Mechanisms: New Media and the Forensic Imagination. Campridge, Mass.: MIT Press, 2008. Latimer, Cole. “Fair Work Appeal May Change Drug Testing on Site.” Mining Australia 2012. 3 May 2013 ‹http://www.miningaustralia.com.au/news/fair-work-appeal-may-change-drug-testing-on-site›. Latour, B. Reassembling the Social: An Introduction to Actor-Network-Theory. Oxford: Oxford University Press, 2007. Maher, J. The Future Was Here: The Commodore Amiga. Cambridge, Mass.: MIT Press, 2012. Manovich, Lev. The Language of New Media. Cambridge, Mass.: MIT Press, 2001. McDonald, P., R. Mayes, and B. Pini. “Mining Work, Family and Community: A Spatially-Oriented Approach to the Impact of the Ravensthorpe Nickel Mine Closure in Remote Australia.” Journal of Industrial Relations 2012. Middelbeek, E. “Australia Mining Tax Set to Slam Iron Ore Profits.” Metal Bulletin Weekly 2012. Montfort, N., and I. Bogost. Racing the Beam: The Atari Video Computer System. 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This paper argues that artist Dope Saint Jude is transforming South African hip-hop by queering a genre that has predominantly been male and heteronormative. Specifically, I analyse the opening skit of her music video “Keep in Touch” in order to unpack the ways which she revives Gayle, a gay language that adopted double-coded forms of speech during the apartheid era—a context in which homosexuals were criminalised. The use of Gayle and spaces close to the city centre of Cape Town (such as Salt River and Woodstock) speaks to the city as it was before it was transformed by the decline of industries due to the country’s adoption of neoliberal economics and, more recently, by the gentrification of these spaces. Dope Saint Jude therefore reclaims these city spaces through her use of gay modes of speech that have a long history in Cape Town and by positioning her work as hip-hop, which has been popular in the city for well over two decades. Her inclusion of transgender MC and DJ Angel Ho pushes the boundaries of hegemonic and binary conceptions of gender identity even further. In essence, Dope Saint Jude is transforming local hip-hop in a context that is shaped significantly by US cultural imperialism. The artist is also transforming our perspective of spaces that have been altered by neoliberal economics.Setting the SceneDope Saint Jude (DSJ) is a queer MC from Elsies River, a working class township located on Cape Town's Cape Flats in South Africa. Elsies River was defined as a “coloured” neighbourhood under the apartheid state's Group Areas Act, which segregated South Africans racially. With the aid of the Population Registration Act, citizens were classified, not merely along the lines of white, Asian, or black—black subjects were also divided into further categories. The apartheid state also distinguished between black and “coloured” subjects. Michael MacDonald contends that segregation “ordained blacks to be inferior to whites; apartheid cast them to be indelibly different” (11). Apartheid declared “African claims in South Africa to be inferior to white claims” and effectively claimed that black subjects “belonged elsewhere, in societies of their own, because their race was different” (ibid). The term “coloured” defined people as “mixed race” to separate communities that might otherwise have identified as black in the broad and inclusive sense (Erasmus 16). Racial categorisation was used to create a racial hierarchy with white subjects at the top of that hierarchy and those classified as black receiving the least resources and benefits. This frustrated attempts to establish broad alliances of black struggles against apartheid. It is in this sense that race is socially and politically constructed and continues to have currency, despite the fact that biologically essentialist understandings of race have been discredited (Yudell 13–14). Thanks to apartheid town planning and resource allocation, many townships on the Cape Flats were poverty-stricken and plagued by gang violence (Salo 363). This continues to be the case because post-apartheid South Africa's embrace of neoliberal economics failed to address racialised class inequalities significantly (Haupt, Static 6–8). This is the '90s context in which socially conscious hip-hop crews, such as Prophets of da City or Black Noise, came together. They drew inspiration from Black Consciousness philosophy via their exposure to US hip-hop crews such as Public Enemy in order to challenge apartheid policies, including their racial interpellation as “coloured” as distinct from the more inclusive category, black (Haupt, “Black Thing” 178). Prophets of da City—whose co-founding member, Shaheen Ariefdien, also lived in Elsies River—was the first South African hip-hop outfit to record an album. Whilst much of their work was performed in English, they quickly transformed the genre by rapping in non-standard varieties of Afrikaans and by including MCs who rap in African languages (ibid). They therefore succeeded in addressing key issues related to race, language, and class disparities in relation to South Africa's transition to democracy (Haupt, “Black Thing”; Haupt, Stealing Empire). However, as is the case with mainstream US hip-hop, specifically gangsta rap (Clay 149), South African hip-hop has been largely dominated by heterosexual men. This includes the more commercial hip-hop scene, which is largely perceived to be located in Johannesburg, where male MCs like AKA and Cassper Nyovest became celebrities. However, certain female MCs have claimed the genre, notably EJ von Lyrik and Burni Aman who are formerly of Godessa, the first female hip-hop crew to record and perform locally and internationally (Haupt, Stealing Empire 166; Haupt, “Can a Woman in Hip-Hop”). DSJ therefore presents the exception to a largely heteronormative and male-dominated South African music industry and hip-hop scene as she transforms it with her queer politics. While queer hip-hop is not new in the US (Pabón and Smalls), this is new territory for South Africa. Writing about the US MC Jean Grae in the context of a “male-dominated music industry and genre,” Shanté Paradigm Smalls contends,Heteronormativity blocks the materiality of the experiences of Black people. Yet, many Black people strive for a heteronormative effect if not “reality”. In hip hop, there is a particular emphasis on maintaining the rigidity of categories, even if those categories fail [sic]. (87) DSJ challenges these rigid categories. Keep in TouchDSJ's most visible entry onto the media landscape to date has been her appearance in an H&M recycling campaign with British Sri Lankan artist MIA (H&M), some fashion shoots, her new EP—Reimagine (Dope Saint Jude)—and recent Finnish, US and French tours as well as her YouTube channel, which features her music videos. As the characters’ theatrical costumes suggest, “Keep in Touch” is possibly the most camp and playful music video she has produced. It commences somewhat comically with Dope Saint Jude walking down Salt River main road to a public telephone, where she and a young woman in pig tails exchange dirty looks. Salt River is located at the foot of Devil's Peak not far from Cape Town's CBD. Many factories were located there, but the area is also surrounded by low-income housing, which was designated a “coloured” area under apartheid. After apartheid, neighbourhoods such as Salt River, Woodstock, and the Bo-Kaap became increasingly gentrified and, instead of becoming more inclusive, many parts of Cape Town continued to be influenced by policies that enable racialised inequalities. Dope Saint Jude calls Angel Ho: DSJ: Awêh, Angie! Yoh, you must check this kak sturvy girl here by the pay phone. [Turns to the girl, who walks away as she bursts a chewing gum bubble.] Ja, you better keep in touch. Anyway, listen here, what are you wys?Angel Ho: Ah, just at the salon getting my hair did. What's good? DSJ: Wanna catch on kak today?Angel Ho: Yes, honey. But, first, let me Gayle you this. By the jol by the art gallery, this Wendy, nuh. This Wendy tapped me on the shoulder and wys me, “This is a place of decorum.”DSJ: What did she wys?Angel Ho: De-corum. She basically told me this is not your house. DSJ: I know you told that girl to keep in touch!Angel Ho: Yes, Mama! I'm Paula, I told that bitch, “Keep in touch!” [Points index finger in the air.](Saint Jude, Dope, “Keep in Touch”)Angel Ho's name is a play on the male name Angelo and refers to the trope of the ho (whore) in gangsta rap lyrics and in music videos that present objectified women as secondary to male, heterosexual narratives (Sharpley-Whiting 23; Collins 27). The queering of Angelo, along with Angel Ho’s non-binary styling in terms of hair, make-up, and attire, appropriates a heterosexist, sexualised stereotype of women in order to create room for a gender identity that operates beyond heteronormative male-female binaries. Angel Ho’s location in a hair salon also speaks to stereotypical associations of salons with women and gay subjects. In a discussion of gender stereotypes about hair salons, Kristen Barber argues that beauty work has traditionally been “associated with women and with gay men” and that “the body beautiful has been tightly linked to the concept of femininity” (455–56). During the telephonic exchange, Angel Ho and Dope Saint Jude code-switch between standard and non-standard varieties of English and Afrikaans, as the opening appellation, “Awêh,” suggests. In this context, the term is a friendly greeting, which intimates solidarity. “Sturvy” means pretentious, whilst “kak” means shit, but here it is used to qualify “sturvy” and means that the girl at the pay phone is very pretentious or “full of airs.” To be “wys” means to be wise, but it can also mean that you are showing someone something or educating them. The meanings of these terms shift, depending on the context. The language practices in this skit are in line with the work of earlier hip-hop crews, such as Prophets of da City and Brasse vannie Kaap, to validate black, multilingual forms of speech and expression that challenge the linguistic imperialism of standard English and Afrikaans in South Africa, which has eleven official languages (Haupt, “Black Thing”; Haupt, Stealing Empire; Williams). Henry Louis Gates’s research on African American speech varieties and literary practices emerging from the repressive context of slavery is essential to understanding hip-hop’s language politics. Hip-hop artists' multilingual wordplay creates parallel discursive universes that operate both on the syntagmatic axis of meaning-making and the paradigmatic axis (Gates 49; Haupt, “Stealing Empire” 76–77). Historically, these discursive universes were those of the slave masters and the slaves, respectively. While white hegemonic meanings are produced on the syntagmatic axis (which is ordered and linear), black modes of speech as seen in hip-hop word play operate on the paradigmatic axis, which is connotative and non-linear (ibid). Distinguishing between Signifyin(g) / Signification (upper case, meaning black expression) and signification (lower case, meaning white dominant expression), he argues that “the signifier ‘Signification’ has remained identical in spelling to its white counterpart to demonstrate [. . .] that a simultaneous, but negated, parallel discursive (ontological, political) universe exists within the larger white discursive universe” (Gates 49). The meanings of terms and expressions can change, depending on the context and manner in which they are used. It is therefore the shared experiences of speech communities (such as slavery or racist/sexist oppression) that determine the negotiated meanings of certain forms of expression. Gayle as a Parallel Discursive UniverseDSJ and Angel Ho's performance of Gayle takes these linguistic practices further. Viewers are offered points of entry into Gayle via the music video’s subtitles. We learn that Wendy is code for a white person and that to keep in touch means exactly the opposite. Saint Jude explains that Gayle is a very fun queer language that was used to kind of mask what people were saying [. . .] It hides meanings and it makes use of women's names [. . . .] But the thing about Gayle is it's constantly changing [. . .] So everywhere you go, you kind of have to pick it up according to the context that you're in. (Ovens, Saint Jude and Haupt)According to Kathryn Luyt, “Gayle originated as Moffietaal [gay language] in the coloured gay drag culture of the Western Cape as a form of slang amongst Afrikaans-speakers which over time, grew into a stylect used by gay English and Afrikaans-speakers across South Africa” (Luyt 8; Cage 4). Given that the apartheid state criminalised homosexuals, Gayle was coded to evade detection and to seek out other members of this speech community (Luyt 8). Luyt qualifies the term “language” by arguing, “The term ‘language’ here, is used not as a constructed language with its own grammar, syntax, morphology and phonology, but in the same way as linguists would discuss women’s language, as a way of speaking, a kind of sociolect” (Luyt 8; Cage 1). However, the double-coded nature of Gayle allows one to think of it as creating a parallel discursive universe as Gates describes it (49). Whereas African American and Cape Flats discursive practices function parallel to white, hegemonic discourses, gay modes of speech run parallel to heteronormative communication. Exclusion and MicroaggressionsThe skit brings both discursive practices into play by creating room for one to consider that DSJ queers a male-dominated genre that is shaped by US cultural imperialism (Haupt, Stealing Empire 166) as a way of speaking back to intersectional forms of marginalisation (Crenshaw 1244), which are created by “white supremacist capitalist patriarchy” (hooks 116). This is significant in South Africa where “curative rape” of lesbians and other forms of homophobic violence are prominent (cf. Gqola; Hames; Msibi). Angel Ho's anecdote conveys a sense of the extent to which black individuals are subject to scrutiny. Ho's interpretation of the claim that the gallery “is a place of decorum” is correct: it is not Ho's house. Black queer subjects are not meant to feel at home or feel a sense of ownership. This functions as a racial microaggression: “subtle insults (verbal, nonverbal, and/or visual) directed toward people of color, often automatically or unconsciously” (Solorzano, Ceja, and Yosso 60). This speaks to DSJ's use of Salt River, Woodstock, and Bo-Kaap for the music video, which features black queer bodies in performance—all of these spaces are being gentrified, effectively pushing working class people of colour out of the city (cf. Didier, Morange, and Peyroux; Lemanski). Gustav Visser explains that gentrification has come to mean a unit-by-unit acquisition of housing which replaces low-income residents with high-income residents, and which occurs independent of the structural condition, architecture, tenure or original cost level of the housing (although it is usually renovated for or by the new occupiers). (81–82) In South Africa this inequity plays out along racial lines because its neoliberal economic policies created a small black elite without improving the lives of the black working class. Instead, the “new African bourgeoisie, because it shares racial identities with the bulk of the poor and class interests with white economic elites, is in position to mediate the reinforcing cleavages between rich whites and poor blacks without having to make more radical changes” (MacDonald 158). In a news article about a working class Salt River family of colour’s battle against an eviction, Christine Hogg explains, “Gentrification often means the poor are displaced as the rich move in or buildings are upgraded by new businesses. In Woodstock and Salt River both are happening at a pace.” Angel Ho’s anecdote, as told from a Woodstock hair salon, conveys a sense of what Woodstock’s transformation from a coloured, working class Group Area to an upmarket, trendy, and arty space would mean for people of colour, including black, queer subjects. One could argue that this reading of the video is undermined by DSJ’s work with global brand H&M. Was she was snared by neoliberal economics? Perhaps, but one response is that the seeds of any subculture’s commercial co-option lie in the fact it speaks through commodities (for example clothing, make-up, CDs, vinyl, or iTunes / mp3 downloads (Hebdige 95; Haupt, Stealing Empire 144–45). Subcultures have a window period in which to challenge hegemonic ideologies before they are delegitimated or commercially co-opted. Hardt and Negri contend that the means that extend the reach of corporate globalisation could be used to challenge it from within it (44–46; Haupt, Stealing Empire 26). DSJ utilises her H&M work, social media, the hip-hop genre, and international networks to exploit that window period to help mainstream black queer identity politics.ConclusionDSJ speaks back to processes of exclusion from the city, which was transformed by apartheid and, more recently, gentrification, by claiming it as a creative and playful space for queer subjects of colour. She uses Gayle to lay claim to the city as it has a long history in Cape Town. In fact, she says that she is not reviving Gayle, but is simply “putting it on a bigger platform” (Ovens, Saint Jude, and Haupt). The use of subtitles in the video suggests that she wants to mainstream queer identity politics. Saint Jude also transforms hip-hop heteronormativity by queering the genre and by locating her work within the history of Cape hip-hop’s multilingual wordplay. ReferencesBarber, Kristin. “The Well-Coiffed Man: Class, Race, and Heterosexual Masculinity in the Hair Salon.” Gender and Society 22.4 (2008): 455–76.Cage, Ken. “An Investigation into the Form and Function of Language Used by Gay Men in South Africa.” Rand Afrikaans University: MA thesis, 1999.Clay, Andreana. “‘I Used to Be Scared of the Dick’: Queer Women of Color and Hip-Hop Masculinity.” Home Girls Make Some Noise: Hip Hop Feminism Anthology. Ed. Gwendolyn D. Pough, Elain Richardson, Aisha Durham, and Rachel Raimist. California: Sojourns, 2007.Collins, Patricia Hill. Black Sexual Politics: African Americans, Gender, and the New Racism. New York: Routledge, 2005. Crenshaw, Kimberle. “Mapping the Margins: Intersectionality, Identity Politics, and Violence against Women of Color”. Stanford Law Review 43.6 (1991): 1241–299.Didier, Sophie, Marianne Morange, and Elisabeth Peyroux. “The Adaptative Nature of Neoliberalism at the Local Scale: Fifteen Years of City Improvement Districts in Cape Town and Johannesburg.” Antipode 45.1 (2012): 121–39.Erasmus, Zimitri. “Introduction.” Coloured by History, Shaped by Place. Ed. Zimitri Erasmus. Cape Town: Kwela Books & SA History Online, 2001. Gates, Henry Louis. The Signifying Monkey: A Theory of Afro-American Literary Criticism. Oxford: Oxford UP, 1988.Gqola, Pumla Dineo. Rape: A South African Nightmare. Johannesburg: Jacana, 2015.Hames, Mary. “Violence against Black Lesbians: Minding Our Language.” Agenda 25.4 (2011): 87–91.Hardt, Michael, and Antonio Negri. Empire. London: Harvard UP, 2000.Haupt, Adam. “Can a Woman in Hip Hop Speak on Her Own Terms?” Africa Is a Country. 23 Mar. 2015. <http://africasacountry.com/2015/03/the-double-consciousness-of-burni-aman-can-a-woman-in-hip-hop-speak-on-her-own-terms/>.Haupt, Adam. Static: Race & Representation in Post-Apartheid Music, Media & Film. Cape Town: HSRC Press, 2012. Haupt, Adam. Stealing Empire: P2P, Intellectual Property and Hip-Hop Subversion. Cape Town: HSRC Press, 2008. Haupt, Adam. “Black Thing: Hip-Hop Nationalism, ‘Race’ and Gender in Prophets of da City and Brasse vannie Kaap.” Coloured by History, Shaped by Place. Ed. Zimitri Erasmus. Cape Town: Kwela Books & SA History Online, 2001. Hebdige, Dick. Subculture: The Meaning of Style. London: Routledge, 1979.Hogg, Christine. “In Salt River Gentrification Often Means Eviction: Family Set to Lose Their Home of 11 Years.” Ground Up. 15 June 2016. <http://www.groundup.org.za/article/salt-river-gentrification-often-means-eviction/>.hooks, bell. Outlaw: Culture: Resisting Representations. New York: Routledge, 1994.Lemanski, Charlotte. “Hybrid Gentrification in South Africa: Theorising across Southern and Northern Cities.” Urban Studies 51.14 (2014): 2943–60.Luyt, Kathryn. “Gay Language in Cape Town: A Study of Gayle – Attitudes, History and Usage.” University of Cape Town: MA thesis, 2014.MacDonald, Michael. Why Race Matters in South Africa. University of Kwazulu-Natal Press: Scottsville, 2006.Msibi, Thabo. “Not Crossing the Line: Masculinities and Homophobic Violence in South Africa”. Agenda. 23.80 (2009): 50–54.Pabón, Jessica N., and Shanté Paradigm Smalls. “Critical Intimacies: Hip Hop as Queer Feminist Pedagogy.” Women & Performance: A Journal of Feminist Theory (2014): 1–7.Salo, Elaine. “Negotiating Gender and Personhood in the New South Africa: Adolescent Women and Gangsters in Manenberg Township on the Cape Flats.” Journal of European Cultural Studies 6.3 (2003): 345–65.Solórzano, Daniel, Miguel Ceja, and Tara Yosso. “Critical Race Theory, Racial Microaggressions, and Campus Racial Climate: The Experiences of African American College Students.” Journal of Negro Education 69.1/2 (2000): 60–73.Sharpley-Whiting, T. Denean. Pimps Up, Ho’s Down: Hip Hop’s Hold on Young Black Women. New York: New York UP, 2007.Smalls, Shanté Paradigm. “‘The Rain Comes Down’: Jean Grae and Hip Hop Heteronormativity.” American Behavioral Scientist 55.1 (2011): 86–95.Visser, Gustav. “Gentrification: Prospects for Urban South African Society?” Acta Academica Supplementum 1 (2003): 79–104.Williams, Quentin E. “Youth Multilingualism in South Africa’s Hip-Hop Culture: a Metapragmatic Analysis.” Sociolinguistic Studies 10.1 (2016): 109–33.Yudell, Michael. “A Short History of the Race Concept.” Race and the Genetic Revolution: Science, Myth, and Culture. Ed. Sheldon Krimsky and Kathleen Sloan. New York: Columbia UP, 2011.InterviewsOvens, Neil, Dope Saint Jude, and Adam Haupt. One FM Radio interview. Cape Town. 21 Apr. 2016.VideosSaint Jude, Dope. “Keep in Touch.” YouTube. 23 Feb. 2015. <https://www.youtube.com/watch?v=w2ux9R839lE>. H&M. “H&M World Recycle Week Featuring M.I.A.” YouTube. 11 Apr. 2016. <https://www.youtube.com/watch?v=f7MskKkn2Jg>. MusicSaint Jude, Dope. Reimagine. 15 June 2016. <https://dopesaintjude.bandcamp.com/album/reimagine>.