Journal articles on the topic 'BBC-Sport'

Through a mixed-method approach, we examine the sports programming offered by BBC ALBA between 2008 and 2016 and identify the value that the channel creates in Scotland through its diverse sports portfolio. In an increasingly cluttered and complex scenario where pay-TV giants Sky and BT hold a plethora of top-tier rights and BBC Scotland and STV cannot fit more sport into their schedules, BBC ALBA serves Gaelic-speaking and national audiences with a regular diet of quality sports programming. Beyond being instrumental to filling schedules, sports content has been a gateway for Gaelic, a key driver of BBC ALBA’s investment in the creative sector and a contributor to the development of grassroots sport in Scotland. However, the financial situation under which the channel operates makes it very difficult to sustain and improve its current position. This case study demonstrates that sport broadcasting offers genuine opportunities to maintain linguistic and cultural diversity in small nations, even in a context characterized by escalating competition, dwindling resources, and the proliferation of multiple viewing portals.

In this research project, we explore the application of advanced natural language processing techniques to automatically summarize news articles from the BBC. The dataset comprises five distinct categories— business, entertainment, politics, sport, and tech—each containing a wealth of information. Our primary goal is to develop an efficient and accurate news summarization system using state-of-the-art language models. We employ the Hugging Face Transformers library to create a summarization pipeline capable of extracting key information from lengthy news articles.

The Invictus Games are a parasport competition for service members and veterans with illnesses and injuries. The 2014 Games were aired by the BBC, for a total of 12 hr of coverage. This study aimed to investigate what messages were conveyed regarding parasport for veterans during the BBC’s Invictus Games broadcast. A content analysis was conducted. Five qualitative themes were identified: sport as rehabilitation, the promotion of ability over disability, the social environment, key outcomes of participation, and the importance of competition. Quantitative results indicated that 2 segment types accounted for the majority of the broadcast: sport coverage (50.57%) and athlete experiences (12.56%). Around half of the coverage focused on participants with a physical disability (51.62%). The findings demonstrate key similarities to and differences from previous explorations of parasport media coverage, with the needs of the event and athlete population potentially influencing the broadcast.

The article highlights some specific features of the BBC and CNN online news texts location on the corresponding web pages. The effective arrangement of the news content boosts readers’ perception and willingness to deal with the information provided by the multinational news channels BBC and CNN. To properly analyze the message positioning, one has to consider the spacing methods, i.e. margins, padding, the width of the text, interlines intervals, text alignment (from left to right text-align – horizontal one, from top to bottom or vice versa text-align – vertical one, diagonal or free text-align), the necessary graphemes or lexemes span, text segmenting. The BBC news texts placement depends directly on the topics being covered. Within the scopes of HOME, NEWS, SPORT sections and all their subsections the news content is aligned in the left part of the web page, the “white space” includes the peculiar margin and interline interval. All of these help break the massive texts down into logical meaningful segments to alleviate the information perception, analysis and remembering. The WORKLIFE, TRAVEL, FUTURE, CULTURE section texts are center-aligned with equal margins and specific initial letter design and represent the popular science and entertainment content. The majority of the CNN news texts is located in the left web page segment and is horizontally aligned with the white space after a series of syntagmas. The CNN Style texts are center-aligned and the first three lines of each message are indented so as to place the initial letter of the first word encompassing those lines. To conclude, the BBC and CNN news texts spacing goes in line with pragmatic and stylistic character of the news content, graphic and design facilities make the texts readable, interface uncluttered and provide an overall aesthetically pleasing experience. All of these add additional value to the meaning potentials generated through the integration of both verbal and non-verbal modes.

The study is focused on the hypothesis that the boundary between morphology and phonology is where a large portion of allomorphic diversity is located. The basic assumption is that phonology can affect the choice of allomorphs for reasons pertaining to phonological naturalness, preferences in language with regard to syllable patterns, stress location, or both. Additionally, Optimality Theory is expected to provide a more satisfactory explanation for the phenomenon compared to Distributed Morphology, as it permits phonology to surpass morphology in both theoretical and practical aspects. Since Saturday is the most action-packed day of the football season and hosts many English Premier League matches at once, six "Saturday Football" pages from the BBC were included in the corpus obtained for this research. Though there is a phonological conditioning allmorphy in the past form (-ed), which can be articulated as /t/, /d/, or /id/, it is only present in the six pages of "Saturday Football" sport commentary.

A variety of online sources produces a huge amount of daily news; thus, it is important to categorize the news items to make the information accessible to consumers easily and quickly scraping is used to gather existing news items from news websites and then categorize them automatically using a variety of classification algorithms. As a result, news categorization is a technique for discovering untracked news themes and providing specific recommendations based on the user's historical interests. The BBC News dataset, which includes articles from five different categories including Business, Entertainment, Politics, Sport, and Technology, is used in this task to discuss various steps in news classification and implement a few algorithmic approaches such as Naive Bayes, Binary Classifier, SVM, Perceptron, and SGD. In the study, results from several classification algorithms are examined, and their accuracy is measured.

The article is based on a critical case study of the BBC’s investigative documentary titled Stadiums of Hate and the public’s response to it. The documentary was broadcasted 11 days before the kickoff of Euro 2012 (UEFA [Union of European Football Associations] European Championships in Football), the first sport mega event hosted in Poland and Ukraine. The main theme was football-related racism and violence allegedly threatening the safety of the fans coming to the tournament. The article follows Amanda Rohloff’s proposal combining the Eliasian conceptual framework of civilizing processes with the moral panics approach to describe the effort to amplify the spiral of public outcry toward the hosts of Euro 2012 in an attempt to modernize and civilize the Eastern European world of football. The moral panics spiral was brought to an end by the tournament which did not justify grim predictions. The article combines analysis of media content and the public statements with interviews conducted with some of the informants of the BBC journalists.

The purpose of the study is to identify the specifics of the functioning of precedent names from the source domain “Sport” in the UK media discourse. The material of the study is precedent names used over the past 20 years in the British media (BBC, The Daily Express, The Daily Mail, The Daily Post, The Daily Record, The Daily Star, The Daily Telegraph, The Guardian, The Independent, The Mirror, The Star, The Sun, The Times, etc.). The theoretical and methodological basis of the study is the cognitive and discursive paradigm. In accordance with the goal, this study uses a method of studying precedent names derived from a source domain. Based on the analysis of practical material, it was revealed that it is the outstanding athletes of Great Britain who become role models for the British, and the corresponding British onyms become a source of precedence. The repertoire of precedent names reflects the extra-linguistic features of sports competitions that are of an agonal nature. At the same time, British precedent names from the source domain “Sport” also show cultural specificity – the leading place is occupied by onyms related to football, which is natural, given that England is considered the birthplace of this sport. This sports game occupies such an important place in the picture of the world of the British that the names of famous football players are used as standards for designating talent not only in sports, but also in other activities, which is not typical for the names of athletes from other sports. Thus, the more developed and familiar to a native speaker a certain source domain, the higher the probability of using its content as a standard for conceptualizing the current reality.

Although overt expressions of racism are increasingly rare within the sport media, implicit and conscious/unconscious racial bias, on the other hand, is a common feature within contemporary sports reporting. A comprehensive body of research has illustrated that Black athletes are more likely to be praised for their supposed innate biological superiority while White athletes are more likely to be credited for their work ethic and intelligence. In addition, Black, Asian and minoritized ethnic athletes, such as Lewis Hamilton and Raheem Sterling, have often been criticized for being too ‘flashy’ by some sections of the UK press, which conjures up images of undeserved riches. These representations are symptomatic of a wider culture in which minoritized communities are ‘othered’. This article, then, focuses on one example of racial bias from BBC Radio Derby’s Sports Scene podcast from February 2020. Former professional footballer turned pundit, Craig Ramage, suggested that ‘all the young Black lads’ needed ‘pulling down a peg or two’ and needed to work harder. This work empirically investigated three online post titles across Facebook, Instagram and a forum to critically examine how contemporary football audiences reacted to such comments. The analysis illustrated that online participants were: (1) divided over whether Ramage’s comments were racist or not, (2) unsure of who was to blame, (3) unsure of who the victim was. The article concludes by outlining preventative measures to avoid such reoccurrences and emphasizes the importance of educational training around equality and diversity within the sport media.

Abstract <strong>Background:</strong>&nbsp;Sports Pharmacy is an emerging field globally that has developed from in connection with health, economic and social sectors. The main reason of its importance has been taken into account for research and implementation in the prevention of doping, delivery systems, compounding medications and dietary supplements. Though there is a dire need of developing f sports Pharmacy as a separate field in Pakistan and to address hindrances in its progress. <strong>Methodology:</strong>&nbsp;A short communication of 20 years i.e. 1998-2018. Databases used are Google Scholar, PubMed, Research gate, Scopus, The Nation news, BBC news. <strong>Results:</strong>&nbsp;The significant highlights include that there is a usual partaking of the populace in sport and exercise at personal and professional levels and at every level, there is a need for advice about general healthcare and associated therapies for better performance and wellbeing. It is also identified that there is a growing need for specialist pharmacists in the area of sport and exercise in order to fulfill this valuable healthcare role. These specialists may be described as sports pharmacist&rsquo;s development of Sports pharmacy in Pakistan. Prevention of doping worldwide reduced significantly with the help of pharmacist expertise. <strong>Conclusion</strong>: Sports pharmacy can be helpful in changing some healthcare aspects regarding sports worldwide. For the development of sports pharmacy in Pakistan, serious arrangements need to be taken. &nbsp; Link: http://aeirc-edu.com/ojs14/index.php/IJEHSR/article/view/178/238

Abstract <strong>Objectives:</strong>&nbsp;This work focuses on creating targeted content-specific topicbased clusters. They can help users to discover the topics in a set of documents information more efficiently.&nbsp;<strong>Methods/Statistical analysis:</strong>&nbsp;The Non-negative Matrix Factorization (NMF) based models learn topics by directly decomposing the term-document matrix, which is a bag-of-word matrix representation of a text corpus, into two low-rank factor matrices namely Word-Topic feature Matrix(WTOM) and Document-Topic feature Matrix(DTOM). Topic clusters and Document clusters are extracted from obtained features matrices. This method does not require any statistical distribution and probability. Experiments were carried out on a subset of BBC sport Corpus.&nbsp;<strong>Findings:</strong>&nbsp;The experimental results indicate that the accuracy of TONMF clusters was observed as 100 percent.<strong>&nbsp;Novelty/Applications:</strong>&nbsp;NMF often fails to improve the given clustering result as the number of parameters increases linearly with the size of the corpus. The computational complexity of the TOPNMF is better than exact decomposition like Singular Value Decomposition (SVD). <strong>Keywords:</strong>&nbsp;Topic cluster; Document cluster; Non-negative matrix factorization; K-means clustering; Word cloud &nbsp;

The democratically elected President of Liberia was between 1997 and 2004 also the country’s ‘Chief Patron of Sport’. Enjoying tennis more than team games, the one-time President, Charles Taylor, realized that the electorate’s enthusiasm for the game of football meant that the game could be a useful vehicle with which to associate. As well as funding the salaries of the national ‘Lone Star’ football team, Taylor also sponsored a football team in the national league drawn from his personal militia known as the ‘Anti-Terrorist Unit’ (ATU). Prone to random murder by night, the same players, out of their recognizable uniform and in match kit, respected the rules of the game and the position of the referee. Others seeking the same sporting enjoyment were, when on the field of play in 2003, captured and forced to join the Presidential militia when rebel forces sought to overthrow Taylor. Players of another team – mainly children – were killed mid-match when a rocket-propelled grenade – origins contested – landed in their midst. The Liberian nation’s most famous citizen and one-time FIFA World Footballer of the Year, George Weah, twice fled the country in terror, once when threatened by the forces of the President, and again years later when an angry mob of irate football supporters blamed him for their national football team’s failure to qualify for the World Cup Finals. There was no shortage of incidents in Liberia in the aforementioned years that could be classed as ‘terrorist’ and indeed terrifying; sporting practice at times exemplified the alternatives available to conflict, yet at other times it accentuated the fault lines in what BBC political journalist Fergal Keane famously called Africa’s ‘basket case’.

Purpose The purpose of this study is to reduce the semantic distance by proposing a model for integrating indexes of textual and visual features via a multi-modality ontology and the use of DBpedia to improve the comprehensiveness of the ontology to enhance semantic retrieval. Design/methodology/approach A multi-modality ontology-based approach was developed to integrate high-level concepts and low-level features, as well as integrate the ontology base with DBpedia to enrich the knowledge resource. A complete ontology model was also developed to represent the domain of sport news, with image caption keywords and image features. Precision and recall were used as metrics to evaluate the effectiveness of the multi-modality approach, and the outputs were compared with those obtained using a single-modality approach (i.e. textual ontology and visual ontology). Findings The results based on ten queries show a superior performance of the multi-modality ontology-based IMR system integrated with DBpedia in retrieving correct images in accordance with user queries. The system achieved 100 per cent precision for six of the queries and greater than 80 per cent precision for the other four queries. The text-based system only achieved 100 per cent precision for one query; all other queries yielded precision rates less than 0.500. Research limitations/implications This study only focused on BBC Sport News collection in the year 2009. Practical implications The paper includes implications for the development of ontology-based retrieval on image collection. Originality value This study demonstrates the strength of using a multi-modality ontology integrated with DBpedia for image retrieval to overcome the deficiencies of text-based and ontology-based systems. The result validates semantic text-based with multi-modality ontology and DBpedia as a useful model to reduce the semantic distance.

The research aims to conduct a functional analysis of the opposing conceptual metaphors ‘heaven’ and ‘hell’ within English headlines from BBC and The Guardian news between 1999 and 2023. The relevance of this study lies in the need to explore the lexical meaning of fundamental theological terms based on the unreal cognitive constructs in the context of evolving social paradigms. Various research methods were employed, including continuous sampling, classification, thematic analysis, definition analysis, and semantic analysis.The findings indicate that the conceptual metaphor ‘hell’ possesses a broader semantic field compared to ‘heaven,’ both in terms of definition and function. Metaphorical usage is prevalent, but headlines also feature ‘heaven’ and ‘hell’ within idiomatic, emphatic, allusive, direct, zeugmatic phrases, and contaminations. These metaphors encompass thematic areas with polar connotational meanings:Hell: Politics (political instability, struggle, political figure replacement, anti-crisis measures), Social life (reforms, discrimination, limitations, mandatory expenses), Crimes (abuses, threats, harassment, assaults, victims), Nature (natural disasters, difficult conditions, environmental catastrophes), Sport (injuries, competition, psychological attacks, overcoming), Entertainment (poor quality service, bad habits, imbalance, disruptions), Travel (unforeseen circumstances, transport collapses), Culture (culture shock).Heaven: Politics (political decisions, electoral victories), Social life (festivals, feasts, family relations, relationships between generations), Crimes (controversy resolution, search for solutions), Nature (biodiversity, renewal of nature), Sport (victories, lucrative contracts, goal achievement), Entertainment (parties, bright performances, romanticism), Travel (pleasure, rest, nature), Culture (acquaintance with outstanding cultural objects, visiting cultural events).This research demonstrates that the dichotomous representation of the conceptual metaphors ‘heaven’ and ‘hell’ is marked by polyfunctionality, driven by the universal evaluative component inherent in their meaning, rooted in the implied polarization of the concepts ‘good’ and ‘bad.’ The emotional and moral dimensions contribute to heightened news perception and effective communication within media discourse.

Text document clustering refers to the unsupervised classification of textual documents into clusters based on content similarity and can be applied in applications such as search optimization and extracting hidden information from data generated by IoT sensors. Swarm intelligence (SI) algorithms use stochastic and heuristic principles that include simple and unintelligent individuals that follow some simple rules to accomplish very complex tasks. By mapping features of problems to parameters of SI algorithms, SI algorithms can achieve solutions in a flexible, robust, decentralized, and self-organized manner. Compared to traditional clustering algorithms, these solving mechanisms make swarm algorithms suitable for resolving complex document clustering problems. However, each SI algorithm shows a different performance based on its own strengths and weaknesses. In this paper, to find the best performing SI algorithm in text document clustering, we performed a comparative study for the PSO, bat, grey wolf optimization (GWO), and K-means algorithms using six data sets of various sizes, which were created from BBC Sport news and 20 newsgroups. Based on our experimental results, we discuss the features of a document clustering problem with the nature of SI algorithms and conclude that the PSO and GWO SI algorithms are better than K-means, and among those algorithms, the PSO performs best in terms of finding the optimal solution.

Abstract Rhetorical inquires have shown connections between representation and power, workplace fashion and development of ethos, and the rhetoric of glamour through women’s fashion and dress. One element absent from that conversation is how the life course, which typically differs for women because of existing power structures advantaging men, may impact the experience of women as they age, their choice of dress, and the rhetorical implications of those decisions. To explore dress and rhetoric from a life course perspective, this project traces the evolution of Serena Williams’ work apparel across her professional tennis career to the catsuit worn at the 2018 French Open, which is the focus of the project. Press reports on the 2018 catsuit by Nike, New York Times, Sports Illustrated, Business Insider, BBC Sport, Washington Post, and Los Angeles Times, interviews given by Williams, and the television documentary, Becoming Serena, will be analyzed for their treatment of Williams’ work attire and the life course. Responses to the catsuit emphasize attitudes about gender, race, and class, either discounting or ignoring the life course implications such as motherhood and changes in health status. Despite professional success, responses about the catsuit may reflect that Williams faces the same jeopardies, and invisibility, common to many women as they age, and the rhetorical perspective provides new methodological and pedagogical possibilities for instruction in aging.

This article, within the context of the 40th anniversary of the founding of the Community Media Association (CMA) in 2023, and its role within the context of British radio history, will draw on grey literature from the CMA digital archives, including policy statements, policy briefings and background material for the lobbying actions during the period 1997–2007. First-hand material to be discussed will draw on interviews with key actors involved in policy-making until the introduction of Community Radio into legislation, as well as on press releases, statements and policy documents of the regulators Radio Authority and the Office of Communications, policy statements and documents published by the Department of Culture, Media and Sport, statements from the BBC and commercial radio representatives and parliamentary records of the debates on community radio legislation. The analysis and discussion of this material will help to establish the role of the main players in policy-making and regulation and how events unfolded between the outcome of 2 May 1997 general election, when the Labour Party took power, and 20 July 2004, when the Community Radio Order (CRO) was approved. It will also trace the development of the lobbying action of the CMA, the discussions and the tensions preceding the government’s approval to go ahead with a new sector. It will argue that, despite having the merit of introducing a new sector in licensed radio broadcasting, after three decades of community media activists campaigning, the Labour Party fell short on its promises of funding the sector in its initial phase, denying it a solid and sustainable start.

&lt;abstract&gt;&lt;p&gt;The idea of Pythagorean fuzzy sets (PFSs) has been extensively applied in various decision-making scenarios. Many of the applications of PFSs were carried out based on similarity functions. Some methods of similarity functions for PFSs (SFPFSs) cannot be trusted for a reliable interpretations in practical cases due to some of their setbacks. In this work, a new method of SFPFSs is developed with the capacity to outsmart the efficiency of the extant SFPFSs in terms of precise results and appropriately satisfying the rules of SFs. The new method is described with some results to validate the properties of SFs. In terms of practical application, we use the newly developed method of SFPFSs to discuss the relationship between the players of the Liverpool Football Club (FC) in the 2022/2023 English Premier League (EPL) season to assess their performances in their resurgent moments within the season. Using data from BBC Sport analysis (BBCSA) on the players' rating per match in a Pythagorean fuzzy setting, we establish the players' interactions, communications, passing, contributions, and performances to ascertain the high ranking players based on performances. Similarly, a comparative analyses are presented in tables to undoubtedly express the superiority of the newly developed method of SFPFSs. Due to the flexibility of the newly developed method of SFPFSs, it can be used for clustering analysis. In addition, the new method of SFPFSs can be extended to other uncertain environments other than PFSs.&lt;/p&gt;&lt;/abstract&gt;

<em>The study aims to determine the differences in acoustic properties: the fundamental frequency, amplitude, intensity, and duration of time of the sports news bulletin broadcasted by national and international broadcasters, considering the broadcaster&#39;s gender (male/female).&nbsp; The data are twenty-four identical phrases uttered by sports broadcasters from four main radio stations, two of which are national in Iraq, namely: (Iraqi Media Network, which includes (The Republic of Iraq radio and Al-Iraqiya Radio), and the other national radio station is Al-Mirbad radio.&nbsp; The other group consists of international radio stations: BBC Arabic and Monte Carlo Doualiya -MCD.The study assumes that the acoustic properties of male and female national broadcasters&rsquo; voices in sports news broadcasts differ from those presented by international broadcasters. Moreover, the study examines the possibility of similarity in some acoustic characteristics of some broadcasted utterances.&nbsp; Once the data is segmented, it is processed using PRAAT acoustic analysis software program (Boersma&amp;Weenink, 2020). The results of the study prove the above hypothesis that local broadcasters broadcasted the utterances of the sports newscast with different acoustic properties than those presented by international broadcasters.&nbsp; The study also demonstrates the difference in acoustic properties between international and national broadcasters due to the gender difference.&nbsp; Despite the noticeable differences in the acoustic properties, the study clarified a similarity in the fundamental frequency characteristic between a national broadcaster and an international broadcaster in one of the utterances broadcast.&nbsp; Also, the presence of such a similarity or convergence in the acoustic properties of the national broadcasters compared to the international ones indicates the ability of national broadcasters to reach the&nbsp; international broadcasting level with little broadcasting training and modern technology</em>

This research analyses framing of news reports about Nigeria’s 2023 presidential elections. With textual evidence, it examines the pragmatic implications of language selections by some Nigerian journalists in the context of national elections. It contributes to the understanding of linguistic techniques used by journalists in the global South as a resource guide for the use of English as a second language. The study employed Mey’s (2016) and Searle’s (1969) theories for analysis. The corpus of the study consists of excerpts from six online news publications. Textual analysis established characteristic use of language by the selected journalists, grounded on the premise that journalists are guided by principles such as truth, accuracy, and fairness in their practice. However, being embedded in the Nigerian society where ethnic and religious divisions are rife, these factors may influence their practice. As such, their reportage may be framed by preconceived notions of cultural, ethnic and religious loyalties. Specifically, texts were examined for unattributed point of views, opinions, and utterances outside the territory of information of the journalist. With salient language selections and choice of sources, the reporters frame news towards a particular stance on socio-political issues. Findings revealed journalistic use of language in the study to be reflective of pragmatic strategies such as formal terms of address signifying cultural deference, the use of honorifics such as traditional titles, reflects Nigerian traditional values, politeness, and courtesy, while metaphorical expressions represent elections as a competitive sport or warfare where victors emerge and losers are vanquished. References Adeoti, O. (2023). A pragmatic analysis of selected newspapers’ coverage of the Covid-19 pandemic in Nigeria. 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AbstractPublic Service Broadcasting (PSB) is an eco‐system where the whole is more than the sum of its parts. The BBC is the cornerstone, but ITV, C4, C5 and independent production companies also play a crucial part. The essence of PSB lies in the values which underpin the content, ranging from popular sport and light entertainment to more niche minority strands. The BBC licence fee generates considerable value for the British economy throughout the nations and regions of the UK. This is multiplied by the intellectual property framework for independent production companies. The system is now under threat from the financial squeeze on the BBC licence fee, failure to deliver ‘due prominence’ to commercial PSBs, new technology and changing patterns of consumption. It is essential that a broad range of programmes remain freely available to avoid the cultural, social and political divisions of a two‐tier system of national broadcasting.

Diaspora This article looks at diaspora through the transformations of an established public service broadcaster, the BBC World Service, by considering some of the findings of the AHRC-funded Tuning In: Contact Zones at the BBC World Service, which is part of the Diasporas, Migration and Identities program. Tuning In has six themes, each of which focuses upon the role of the BBC WS: The Politics of Translation, Diasporic Nationhood, Religious Transnationalism, Sport across Diasporas, Migrating Music and Drama for Development. The World Service, which was until 2011 funded by the Foreign Office, was set up to cater for the British diaspora and had the specific remit of transmitting ideas about Britishness to its audiences overseas. Tuning In demonstrates interrelationships between the global and the local in the diasporic contact zone of the BBC World Service, which has provided a mediated home for the worldwide British diaspora since its inception in 1932. The local and the global have merged, elided, and separated at different times and in different spaces in the changing story of the BBC (Briggs). The BBC WS is both local and global with activities that present Britishness both at home and abroad. The service has, however, come a long way since its early days as the Empire Service. Audiences for the World Service’s 31 foreign language services, radio, television, and Internet facilities include substantive non-British/English-speaking constituencies, rendering it a contact zone for the exploration of ideas and political opportunities on a truly transnational scale. This heterogeneous body of exilic, refugee intellectuals, writers, and artists now operates alongside an ongoing expression of Britishness in all its diverse reconfiguration. This includes the residual voice of empire and its patriarchal paternalism, the embrace of more recent expressions of neoliberalism as well as traditional values of impartiality and objectivism and, in the case of the arts, elements of bohemianism and creative innovation. The World Service might have begun as a communication system for the British ex-pat diaspora, but its role has changed along with the changing relationship between Britain and its colonial past. In the terrain of sport, for example, cricket, the “game of empire,” has shifted from Britain to the Indian subcontinent (Guha) with the rise of “Twenty 20” and the Indian Premier League (IPL); summed up in Ashis Nandy’s claim that “cricket is an Indian game accidentally discovered by the English” (Nandy viii). English county cricket dominated the airways of the World Service well into the latter half of the twentieth century, but the audiences of the service have demanded a response to social and cultural change and the service has responded. Sport can thus be seen to have offered a democratic space in which new diasporic relations can be forged as well as one in which colonial and patriarchal values are maintained. The BBC WS today is part of a network through which non-British diasporic peoples can reconnect with their home countries via the service, as well as an online forum for debate across the globe. In many regions of the world, it continues to be the single most trusted source of information at times of crisis and disaster because of its traditions of impartiality and objectivity, even though (as noted in the article on Al-Jazeera in this special issue) this view is hotly contested. The principles of objectivity and impartiality are central to the BBC WS, which may seem paradoxical since it is funded by the Commonwealth and Foreign office, and its origins lie in empire and colonial discourse. Archive material researched by our project demonstrates the specifically ideological role of what was first called the Empire Service. The language of empire was deployed in this early programming, and there is an explicit expression of an ideological purpose (Hill). For example, at the Imperial Conference in 1930, the service was supported in terms of its political powers of “strengthening ties” between parts of the empire. This view comes from a speech by John Reith, the BBC’s first Director General, which was broadcast when the service opened. In this speech, broadcasting is identified as having come to involve a “connecting and co-ordinating link between the scattered parts of the British Empire” (Reith). Local British values are transmitted across the globe. Through the service, empire and nation are reinstated through the routine broadcasting of cyclical events, the importance of which Scannell and Cardiff describe as follows: Nothing so well illustrates the noiseless manner in which the BBC became perhaps the central agent of national culture as its cyclical role; the cyclical production year in year out, of an orderly, regular progression of festivities, rituals and celebrations—major and minor, civic and sacred—that mark the unfolding of the broadcast year. (278; italics in the original) State occasions and big moments, including those directly concerned with governance and affairs of state, and those which focused upon sport and religion, were a big part in these “noiseless” cycles, and became key elements in the making of Britishness across the globe. The BBC is “noiseless” because the timetable is assumed and taken for granted as not only what is but what should be. However, the BBC WS has been and has had to be responsive to major shifts in global and local—and, indeed, glocal—power geometries that have led to spatial transformations, notably in the reconfiguration of the service in the era of postcolonialism. Some of these massive changes have involved the large-scale movement of people and a concomitant rethinking of diaspora as a concept. Empire, like nation, operates as an “imagined community,” too big to be grasped by individuals (Anderson), as well as a material actuality. The dynamics of identification are rarely linear and there are inconsistencies and disruptions: even when the voice is officially that of empire, the practice of the World Service is much more diverse, nuanced, and dialogical. The BBC WS challenges boundaries through the connectivities of communication and through different ways of belonging and, similarly, through a problematisation of concepts like attachment and detachment; this is most notable in the way in which programming has adapted to new diasporic audiences and in the reworkings of spatiality in the shift from empire to diversity via multiculturalism. There are tensions between diaspora and multiculturalism that are apparent in a discussion of broadcasting and communication networks. Diaspora has been distinguished by mobility and hybridity (Clifford, Hall, Bhaba, Gilroy) and it has been argued that the adjectival use of diasporic offers more opportunity for fluidity and transformation (Clifford). The concept of diaspora, as it has been used to explain the fluidity and mobility of diasporic identifications, can challenge more stabilised, “classic” understandings of diaspora (Chivallon). A hybrid version of diaspora might sit uneasily with a strong sense of belonging and with the idea that the broadcast media offer a multicultural space in which each voice can be heard and a wide range of cultures are present. Tuning In engaged with ways of rethinking the BBC’s relationship to diaspora in the twenty-first century in a number of ways: for example, in the intersection of discursive regimes of representation; in the status of public service broadcasting; vis-à-vis the consequences of diverse diasporic audiences; through the role of cultural intermediaries such as journalists and writers; and via global economic and political materialities (Gillespie, Webb and Baumann). Tuning In thus provided a multi-themed and methodologically diverse exploration of how the BBC WS is itself a series of spaces which are constitutive of the transformation of diasporic identifications. Exploring the part played by the BBC WS in changing and continuing social flows and networks involves, first, reconfiguring what is understood by transnationalism, diaspora, and postcolonial relationalities: in particular, attending to how these transform as well as sometimes reinstate colonial and patriarchal discourses and practices, thus bringing together different dimensions of the local and the global. Tuning In ranges across different fields, embracing cultural, social, and political areas of experience as represented in broadcasting coverage. These fields illustrate the educative role of the BBC and the World Service that is also linked to its particular version of impartiality; just as The Archers was set up to provide information and guidance through a narrative of everyday life to rural communities and farmers after the Second World War, so the Afghan version plays an “edutainment” role (Skuse) where entertainment also serves an educational, public service information role. Indeed, the use of soap opera genre such as The Archers as a vehicle for humanitarian and health information has been very successful over the past decade, with the “edutainment” genre becoming a feature of the World Service’s broadcasting in places such as Rwanda, Somalia, Nigeria, India, Nepal, Burma, Afghanistan, and Cambodia. In a genre that has been promoted by the World Service Trust, the charitable arm of the BBC WS uses drama formats to build transnational production relationships with media professionals and to strengthen creative capacities to undertake behaviour change through communication work. Such programming, which is in the tradition of the BBC WS, draws upon the service’s expertise and exhibits both an ideological commitment to progressive social intervention and a paternalist approach drawing upon colonialist legacies. Nowadays, however, the BBC WS can be considered a diasporic contact zone, providing sites of transnational intra-diasporic contact as well as cross-cultural encounters, spaces for cross-diasporic creativity and representation, and a forum for cross-cultural dialogue and potentially cosmopolitan translations (Pratt, Clifford). These activities are, however, still marked by historically forged asymmetric power relations, notably of colonialism, imperialism, and globalisation, as well as still being dominated by hegemonic masculinity in many parts of the service, which thus represent sites of contestation, conflict, and transgression. Conversely, diasporic identities are themselves co-shaped by media representations (Sreberny). The diasporic contact zone is a relational space in which diasporic identities are made and remade and contested. Tuning In employed a diverse range of methods to analyse the part played by the BBC WS in changing and continuing social and cultural flows, networks, and reconfigurations of transnationalisms and diaspora, as well as reinstating colonial, patriarchal practices. The research deconstructed some assumptions and conditions of class-based elitism, colonialism, and patriarchy through a range of strategies. Texts are, of course, central to this work, with the BBC Archives at Caversham (near Reading) representing the starting point for many researchers. The archive is a rich source of material for researchers which carries a vast range of data including fragile memos written on scraps of paper: a very local source of global communications. Other textual material occupies the less locatable cyberspace, for example in the case of Have Your Say exchanges on the Web. People also featured in the project, through the media, in cyberspace, and physical encounters, all of which demonstrate the diverse modes of connection that have been established. Researchers worked with the BBC WS in a variety of ways, not only through interviews and ethnographic approaches, such as participant observation and witness seminars, but also through exchanges between the service, its practitioners, and the researchers (for example, through broadcasts where the project provided the content and the ideas and researchers have been part of programs that have gone out on the BBC WS (Goldblatt, Webb), bringing together people who work for the BBC and Tuning In researchers). On this point, it should be remembered that Bush House is, itself, a diasporic space which, from its geographical location in the Strand in London, has brought together diasporic people from around the globe to establish international communication networks, and has thus become the focus and locus of some of our research. What we have understood by the term “diasporic space” in this context includes both the materialities of architecture and cyberspace which is the site of digital diasporas (Anderssen) and, indeed, the virtual exchanges featured on “Have Your Say,” the online feedback site (Tuning In). Living the Glocal The BBC WS offers a mode of communication and a series of networks that are spatially located both in the UK, through the material presence of Bush House, and abroad, through the diasporic communities constituting contemporary audiences. The service may have been set up to provide news and entertainment for the British diaspora abroad, but the transformation of the UK into a multi-ethnic society “at home,” alongside its commitment to, and the servicing of, no less than 32 countries abroad, demonstrates a new mission and a new balance of power. Different diasporic communities, such as multi-ethnic Londoners, and local and British Muslims in the north of England, demonstrate the dynamics and ambivalences of what is meant by “diaspora” today. For example, the BBC and the WS play an ambiguous role in the lives of UK Muslim communities with Pakistani connections, where consumers of the international news can feel that the BBC is complicit in the conflation of Muslims with terrorists. Engaging Diaspora Audiences demonstrated the diversity of audience reception in a climate of marginalisation, often bordering on moral panic, and showed how diasporic audiences often use Al-Jazeera or Pakistani and Urdu channels, which are seen to take up more sympathetic political positions. It seems, however, that more egalitarian conversations are becoming possible through the channels of the WS. The participation of local people in the BBC WS global project is seen, for example, as in the popular “Witness Seminars” that have both a current focus and one that is projected into the future, as in the case of the “2012 Generation” (that is, the young people who come of age in 2012, the year of the London Olympics). The Witness Seminars demonstrate the recuperation of past political and social events such as “Bangladesh in 1971” (Tuning In), “The Cold War seminar” (Tuning In) and “Diasporic Nationhood” (the cultural movements reiterated and recovered in the “Literary Lives” project (Gillespie, Baumann and Zinik). Indeed, the WS’s current focus on the “2012 Generation,” including an event in which 27 young people (each of whom speaks one of the WS languages) were invited to an open day at Bush House in 2009, vividly illustrates how things have changed. Whereas in 1948 (the last occasion when the Olympic Games were held in London), the world came to London, it is arguable that, in 2012, in contemporary multi-ethnic Britain, the world is already here (Webb). This enterprise has the advantage of giving voice to the present rather than filtering the present through the legacies of colonialism that remain a problem for the Witness Seminars more generally. The democratising possibilities of sport, as well as the restrictions of its globalising elements, are well represented by Tuning In (Woodward). Sport has, of course become more globalised, especially through the development of Internet and satellite technologies (Giulianotti) but it retains powerful local affiliations and identifications. At all levels and in diverse places, there are strong attachments to local and national teams that are constitutive of communities, including diasporic and multi-ethnic communities. Sport is both typical and distinctive of the BBC World Service; something that is part of a wider picture but also an area of experience with a life of its own. Our “Sport across Diasporas” project has thus explored some of the routes the World Service has travelled in its engagement with sport in order to provide some understanding of the legacy of empire and patriarchy, as well as engaging with the multiplicities of change in the reconstruction of Britishness. Here, it is important to recognise that what began as “BBC Sport” evolved into “World Service Sport.” Coverage of the world’s biggest sporting events was established through the 1930s to the 1960s in the development of the BBC WS. However, it is not only the global dimensions of sporting events that have been assumed; so too are national identifications. There is no question that the superiority of British/English sport is naturalised through its dominance of the BBC WS airways, but the possibilities of reinterpretation and re-accommodation have also been made possible. There has, indeed, been a changing place of sport in the BBC WS, which can only be understood with reference to wider changes in the relationship between broadcasting and sport, and demonstrates the powerful synchronies between social, political, technological, economic, and cultural factors, notably those that make up the media–sport–commerce nexus that drives so much of the trajectory of contemporary sport. Diasporic audiences shape the schedule as much as what is broadcast. There is no single voice of the BBC in sport. The BBC archive demonstrates a variety of narratives through the development and transformation of the World Service’s sports broadcasting. There are, however, silences: notably those involving women. Sport is still a patriarchal field. However, the imperial genealogies of sport are inextricably entwined with the social, political, and cultural changes taking place in the wider world. There is no detectable linear narrative but rather a series of tensions and contradictions that are reflected and reconfigured in the texts in which deliberations are made. In sport broadcasting, the relationship of the BBC WS with its listeners is, in many instances, genuinely dialogic: for example, through “Have Your Say” websites and internet forums, and some of the actors in these dialogic exchanges are the broadcasters themselves. The history of the BBC and the World Service is one which manifests a degree of autonomy and some spontaneity on the part of journalists and broadcasters. For example, in the case of the BBC WS African sports program, Fast Track (2009), many of the broadcasters interviewed report being able to cover material not technically within their brief; news journalists are able to engage with sporting events and sports journalists have covered social and political news (Woodward). Sometimes this is a matter of taking the initiative or simply of being in the right place at the right time, although this affords an agency to journalists which is increasingly unlikely in the twenty-first century. The Politics of Translation: Words and Music The World Service has played a key role as a cultural broker in the political arena through what could be construed as “educational broadcasting” via the wider terrain of the arts: for example, literature, drama, poetry, and music. Over the years, Bush House has been a home-from-home for poets: internationalists, translators from classical and modern languages, and bohemians; a constituency that, for all its cosmopolitanism, was predominantly white and male in the early days. For example, in the 1930s and 1940s, Louis MacNeice was commissioning editor and surrounded by a friendship network of salaried poets, such as W. H. Auden, Dylan Thomas, C. Day Lewis, and Stephen Spender, who wrote and performed their work for the WS. The foreign language departments of the BBC WS, meanwhile, hired émigrés and exiles from their countries’ educated elites to do similar work. The biannual, book-format journal Modern Poetry in Translation (MPT), which was founded in 1965 by Daniel Weissbort and Ted Hughes, included a dedication in Weissbort’s final issue (MPT 22, 2003) to “Poets at Bush House.” This volume amounts to a celebration of the BBC WS and its creative culture, which extended beyond the confines of broadcasting spaces. The reminiscences in “Poets at Bush House” suggest an institutional culture of informal connections and a fluidity of local exchanges that is resonant of the fluidity of the flows and networks of diaspora (Cheesman). Music, too, has distinctive characteristics that mark out this terrain on the broadcast schedule and in the culture of the BBC WS. Music is differentiated from language-centred genres, making it a particularly powerful medium of cross-cultural exchange. Music is portable and yet is marked by a cultural rootedness that may impede translation and interpretation. Music also carries ambiguities as a marker of status across borders, and it combines aesthetic intensity and diffuseness. The Migrating Music project demonstrated BBC WS mediation of music and identity flows (Toynbee). In the production and scheduling notes, issues of migration and diaspora are often addressed directly in the programming of music, while the movement of peoples is a leitmotif in all programs in which music is played and discussed. Music genres are mobile, diasporic, and can be constitutive of Paul Gilroy’s “Black Atlantic” (Gilroy), which foregrounds the itinerary of West African music to the Caribbean via the Middle Passage, cross-fertilising with European traditions in the Americas to produce blues and other hybrid forms, and the journey of these forms to Europe. The Migrating Music project focused upon the role of the BBC WS as narrator of the Black Atlantic story and of South Asian cross-over music, from bhangra to filmi, which can be situated among the South Asian diaspora in east and south Africa as well as the Caribbean where they now interact with reggae, calypso, Rapso, and Popso. The transversal flows of music and lyrics encompasses the lived experience of the different diasporas that are accommodated in the BBC WS schedules: for example, they keep alive the connection between the Irish “at home” and in the diaspora through programs featuring traditional music, further demonstrating the interconnections between local and global attachments as well as points of disconnection and contradiction. Textual analysis—including discourse analysis of presenters’ speech, program trailers and dialogue and the BBC’s own construction of “world music”—has revealed that the BBC WS itself performs a constitutive role in keeping alive these traditions. Music, too, has a range of emotional affects which are manifest in the semiotic analyses that have been conducted of recordings and performances. Further, the creative personnel who are involved in music programming, including musicians, play their own role in this ongoing process of musical migration. Once again, the networks of people involved as practitioners become central to the processes and systems through which diasporic audiences are re-produced and engaged. Conclusion The BBC WS can claim to be a global and local cultural intermediary not only because the service was set up to engage with the British diaspora in an international context but because the service, today, is demonstrably a voice that is continually negotiating multi-ethnic audiences both in the UK and across the world. At best, the World Service is a dynamic facilitator of conversations within and across diasporas: ideas are relocated, translated, and travel in different directions. The “local” of a British broadcasting service, established to promote British values across the globe, has been transformed, both through its engagements with an increasingly diverse set of diasporic audiences and through the transformations in how diasporas themselves self-define and operate. On the BBC WS, demographic, social, and cultural changes mean that the global is now to be found in the local of the UK and any simplistic separation of local and global is no longer tenable. The educative role once adopted by the BBC, and then the World Service, nevertheless still persists in other contexts (“from Ambridge to Afghanistan”), and clearly the WS still treads a dangerous path between the paternalism and patriarchy of its colonial past and its responsiveness to change. In spite of competition from television, satellite, and Internet technologies which challenge the BBC’s former hegemony, the BBC World Service continues to be a dynamic space for (re)creating and (re)instating diasporic audiences: audiences, texts, and broadcasters intersect with social, economic, political, and cultural forces. The monologic “voice of empire” has been countered and translated into the language of diversity and while, at times, the relationship between continuity and change may be seen to exist in awkward tension, it is clear that the Corporation is adapting to the needs of its twenty-first century audience. ReferencesAnderson, Benedict. Imagined Communities, Reflections of the Origin and Spread of Nationalism. London: Verso, 1983. Anderssen, Matilda. “Digital Diasporas.” 2010. 30 Nov. 2010 ‹http://www8.open.ac.uk/researchprojects/diasporas/cross-research/digital-diasporas›. Bhabha, Homi. The Location of Culture. London: Routledge, 1994. Briggs, Asa. 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MA: Harvard UP, 1993. Giulianotti, Richard. Sport: A Critical Sociology. Cambridge: Polity, 2005. Goldblatt, David. “The Cricket Revolution.” 2009. 30 Nov. 2010 ‹http://www.bbc.co.uk/programmes/p0036ww9›. Guha, Ramachandra. A Corner of a Foreign Field: The Indian History of an English Game. London: Picador, 2002. Hall, Stuart. “Cultural Identity and Diaspora.” Identity: Community, Culture, Difference. Ed. Jonathan Rutherford. London: Lawrence and Wishart, 1990, 223–37. Hill, Andrew. “The BBC Empire Service: The Voice, the Discourse of the Master and Ventriloquism.” South Asian Diaspora 2.1 (2010): 25–38. Hollis, Robert, Norma Rinsler, and Daniel Weissbort. “Poets at Bush House: The BBC World Service.” Modern Poetry in Translation 22 (2003). Nandy, Ashis. The Tao of Cricket: On Games of Destiny and the Destiny of Games. New Delhi: Oxford UP, 1989. Pratt, Mary Louise. Imperial Eyes: Travel Writing and Transculturation. London: Routledge, 1992. 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This study analyses news coverage of Qatar's hosting of the 2022 World Cup by three global news websites – Al Jazeera English (AJE), BBC World News, and RT English – over a period of nine years leading up to the tournament. Except for AJE, which focused on infrastructure development and political issues, the media outlets prioritised critical concerns by highlighting the social problems faced by migrant workers, while local community issues were given less attention. Although migrant workers received substantial media coverage, they were the least cited on all three news websites. Official sources were preferred to unofficial and public sources, and international sources were cited more often than Qatari sources. The most commonly used frame was conflict, whereas the human interest frame was the least utilised. These findings are discussed in light of the debate on the international coverage of hosting mega sport events in non-Western societies.

Abstract This paper explores the deployment of metaphors in the BBC Yoruba-medium football results of the English Premier League, examining how cultural metaphorical choices shape meaning in online sport discourse. Through a discourse analysis of Yoruba-medium football results, the study reveals how metaphors drawn from Yoruba cultural milieu and everyday life are used to create vivid descriptions of game events, players, and teams. The study relies on Lakoff’s conceptual metaphor theory, complemented by Kress and van Leeuwen’s social semiotic approach to multimodality. Findings reveal that metaphors describe game events, teams, and players, thus, framing the contest in unique and evocative manners, drawing on cultural and shared knowledge to shape the understanding of the game in an adversarial sense. This study, therefore, argues that metaphors are deployed to convey deeper cultural meanings and values, and add creativity to match results. The findings point to the role of language and culture in shaping the experiences of football fandom in sports and media.

As a crucial part of their mandate, public service media have historically used sports to construct and nurture cultural citizenship. In a landscape characterised by dwindling resources and growing competition from pay-TV channels and on-demand streaming services, concerns about how public service media will enhance cultural citizenship through new platforms, including social media, are all the greater. In the digital age, delivering diverse content should remain a foundation of public service media in their countless platforms: public media should not only concentrate on major sports but also provide exposure to traditionally underrepresented disciplines and individuals, including sportswomen and athletes with disabilities. Through content analysis, this research examines the agenda diversity offered by the British Broadcasting Corporation through its sports-centred Twitter account ( @BBCSport). The analysis of 10,821 tweets indicates how the British Broadcasting Corporation's content reinforces, rather than counteracts, the long-standing diversity imbalances in the analogue age. This case study facilitates an understanding of the nuanced relationship among public service media, social media and sports, demonstrating that more content does not necessarily ensure diversity. The football-driven, male-centred and able-bodied agenda displayed by @BBCSport signals that public service media should reframe their social media strategies to adequately contribute to fostering cultural citizenship.

News article classification is a recently growing area of interest in text classification because of its associated multiple matching categories. However, the weak reliability indices and ambiguities associated with state-of-the-art classifiers often employed make success in this domain very limited. Also, the high sensitivity and large disparity in performance results of classifiers to the varying nature of real-world datasets make the need for comparative evaluation inevitable. In this paper, the accuracy and computational time efficiency of the Kolmogorov Complexity Distance Measure (KCDM) and Artificial Neural Network (ANN) were experimentally evaluated for a prototype large dimensional news article classification problem. 2000 News articles from a dataset of 2225 British Broadcasting Corporation (BBC) news documents (including examples from sport, politics, entertainment, education and technology, and business) were used for categorical testing purposes. Porter&rsquo;s algorithm was used for word stemming after tokenization and stop-words removal, and a Normalized Term Frequency&ndash;Inverse Document Frequency (NTF-IDF) technique was adopted for feature extraction. Experimental results revealed that ANN performs better in terms of accuracy while the KCDM produced better results than ANN in terms of computational time efficiency.

AbstractThe author has advised and taught business leaders worldwide for the past 25 years, and was previously Director at the European Bank for Reconstruction and Development. His article examines the business, organizational, and leadership aspects of the highly popular Formula 1 (F1) motor racing. He provides a quick primer on how F1 operates, noting that “Formula 1 racing is a competitive, global industry at the pinnacle of motor sport in terms of technology and innovation.” He notes his own background within F1, including co‐authoring a book that inspired a BBC 8‐part television series, Formula for Success. He outlines the PATL (Performance at the Limit) Framework, in both the article text and a table. It describes the role of individuals, teams, organizations, and partners. He writes: “Surrounding these elements are three dynamic processes influencing performance: Innovating, Transforming, and Integrating.” Another table presents the F1 Performance Pyramid, with leadership and teamwork around Focus, Continual Learning, and Creating a Winning Culture. The final table presents the Plan‐Do‐Review Model. F1 teams “have formal reviews after each of the on‐track sessions. All key decision‐makers and decision‐influencers attend in person or virtually. A template is used to keep the discussion on point and time efficient.”

Mazkur maqola jamiyatda futbolning o&lsquo;rni va fenomenologik xususiyatlari, jahonning aksariyat mamlakatlarida eng ommalashgan sport turi ekanligi, uning XXI asrga kelib futbolning sport qolipidan chiqib ketishi sabablari va jamiyatning deyarli barcha jabhalarida iqtisodiyot, siyosat, madaniyat va ilm-fanda o&lsquo;zini namoyon qilishdagi jihatlari va uning mazkur aspektlardagi progressiv xususiyatiga to&lsquo;xtalib o&lsquo;tilgan. Futbolda turli xalqlar va elatlar o&lsquo;zlarining etnik xususiyatlarini aks etishini boshqa sport turlarida uchramasligi misollar orqali ochib berilgan.

Mazkur maqola jamiyatda futbolning o&rsquo;rni va fenomenologik xususiyatlari, jahonning aksariyat mamlakatlarida eng ommalashgan sport turi ekanligi, uning XXI asrga kelib futbolning sport qolipidan chiqib ketishi sabablari va jamiyatning deyarli barcha jabhalarida iqtisodiyot, siyosat, madaniyat va ilm-fanda o&rsquo;zini namoyon qilishdagi jihatlari va uning mazkur aspektlardagi progressiv xususiyatiga to&rsquo;xtalib o&rsquo;tilgan. Futbolda turli xalqlar va elatlar o&rsquo;zlarining etnik xususiyatlarini aks etishini boshqa sport turlarida uchramasligi misollar orqali ochib berilgan.

At last year’s Tour de France—the three-week cycling race—the winner of one stage was disqualified for allegedly obstructing a competitor. In newspapers and on social media, cycling fans immediately started a heated debate about the decision and about the actual course of events. They uploaded photographs and videos, which they had often edited and augmented with graphics to support their interpretation of the situation or to direct attention to some neglected detail (Simpson; "Tour de France").Due to their competitive character and their audience’s partisanship, modern media sports continuously create controversial moments like this, thereby providing ample opportunities for what Jason Mittell—with respect to complex narratives in recent TV drama—called “forensic fandom” ("Forensic;" Complex), in which audience members collectively investigate ambivalent or enigmatic elements of a media product, adding their own interpretations and explanations.Not unlike that of TV drama, sport’s forensic fandom is stimulated through complex forms of seriality—e.g. the successive stages of the Tour de France or the successive games of a tournament or a league, but also the repetition of the same league competition or tournament every (or, in the case of the Olympics, every four) year(s). To articulate their take on the disqualification of the Tour de France rider, fans refer to comparable past events, activate knowledge about rivalries between cyclists, or note character traits that they condensed from the alleged perpetrator’s prior appearances. Sport thus creates a continuously evolving and recursive storyworld that, like all popular seriality, proliferates across different media forms (texts, photos, films, etc.) and different media platforms (television, social media, etc.) (Kelleter).In the following I will use two examples (from 1908 and 1966) to analyse in greater detail why and how sport’s seriality and forensic attitude contribute to the highly dynamic “transmedia intertextuality” (Kinder 35) of media sport. Two arguments are of special importance to me: (1) While social media (as the introductory example has shown) add to forensic fandom’s proliferation, it was sport’s strongly serialized evaluation of performances that actually triggered the “spreadability” (Jenkins, Ford, and Green) of sport-related topics across different media, first doing so at the end of the 19th century. What is more, modern sport owes its very existence to the cross-media circulation of its events. (2) So far, transmedia has mainly been researched with respect to fictional content (Jenkins; Evans), yet existing research on documentary transmedia forms (Kerrigan and Velikovsky) and social media seriality (Page) has shown that the inclusion of non-fiction can broaden our knowledge of how storytelling sprawls across media and takes advantage of their specific affordances. This, I want to argue, ensures that sport is an insightful and important example for the understanding of transmedia world-building.The Origins of Sport, the Olympics 1908, and World-BuildingSome authors claim that it was commercial television that replaced descriptive accounts of sporting events with narratives of heroes and villains in the 1990s (Fabos). Yet even a cursory study of past sport reporting shows that, even back when newspapers had to explain the controversial outcome of the 1908 Olympic Marathon to their readers, they could already rely on a well-established typology of characters and events.In the second half of the 19th century, the rules of many sports became standardized. Individual events were integrated in organized, repetitive competitions—leagues, tournaments, and so on. This development was encouraged by the popular press, which thus enabled the public to compare performances from different places and across time (Werron, "On Public;" Werron, "World"). Rankings and tables condensed contests in easily comparable visual forms, and these were augmented by more narrative accounts that supplemented the numbers with details, context, drama, and the subjective experiences of athletes and spectators. Week by week, newspapers and special-interest magazines alike offered varying explanations for the various wins and losses.When London hosted the Olympics in 1908, the scheduled seriality and pre-determined settings and protagonists allowed for the announcement of upcoming events in advance and for setting up possible storylines. Two days before the marathon race, The Times of London published the rules of the race, the names of the participants, a distance table listing relevant landmarks with the estimated arrival times, and a turn-by-turn description of the route, sketching the actual experience of running the race for the readers (22 July 1908, p. 11). On the day of the race, The Times appealed to sport’s seriality with a comprehensive narrative of prior Olympic Marathon races, a map of the precise course, a discussion of the alleged favourites, and speculation on factors that might impact the performances:Because of their inelasticity, wood blocks are particularly trying to the feet, and the glitter on the polished surface of the road, if the sun happens to be shining, will be apt to make a man who has travelled over 20 miles at top speed turn more than a little dizzy … . It is quite possible that some of the leaders may break down here, when they are almost within sight of home. (The Times 24 July 1908, p. 9)What we see here can be described as a world-building process: The rules of a competition, the participating athletes, their former performances, the weather, and so on, all form “a more or less organized sum of scattered parts” (Boni 13). These parts could easily be taken up by what we now call different media platforms (which in 1908 included magazines, newspapers, and films) that combine them in different ways to already make claims about cause-and-effect chains, intentions, outcomes, and a multitude of subjective experiences, before the competition has even started.The actual course of events, then, like the single instalment in a fictional storyworld, has a dual function: on the one hand, it specifies one particular storyline with a few protagonists, decisive turning points, and a clear determination of winners and losers. On the other hand, it triggers the multiplication of follow-up stories, each suggesting specific explanations for the highly contingent outcome, thereby often extending the storyworld, invoking props, characters, character traits, causalities, and references to earlier instalments in the series, which might or might not have been mentioned in the preliminary reports.In the 1908 Olympic Marathon, the Italian Dorando Pietri, who was not on The Times’ list of favourites, reached the finish first. Since he was stumbling on the last 300 meters of the track inside the stadium and only managed to cross the finish line with the support of race officials, he was disqualified. The jury then declared the American John Hayes, who came in second, the winner of the race.The day after the marathon, newspapers gave different accounts of the race. One, obviously printed too hastily, declared Pietri dead; others unsurprisingly gave the race a national perspective, focusing on the fate of “their” athletes (Davis 161, 166). Most of them evaluated the event with respect to athletic, aesthetic, or ethical terms—e.g. declaring Pietri the moral winner of the race (as did Sir Arthur Conan Doyle in The Daily Mail of July 25). This continues today, as praising sport performers often figures as a last resort “to reconstruct unproblematic heroism” (Whannel 44).The general endeavour of modern sport to scrutinize and understand the details of the performance provoked competing explanations for what had happened: was it the food, the heat, or the will power? In a forensic spirit, many publications added drawings or printed one of the famous photographs displaying Pietri being guided across the finish line (these still regularly appear in coffee-table books on sports photography; for a more extensive analysis, see Stauff). Sport—just like other non-fictional transmedia content—enriches its storyworld through “historical accounts of places and past times that already have their own logic, practice and institutions” (Kerrigan and Velikovsky 259).The seriality of sport not only fostered this dynamic by starting the narrative before the event, but also by triggering references to past instalments through the contingencies of the current one. The New York Times took the biggest possible leap, stating that the 1908 marathon must have been the most dramatic competition “since that Marathon race in ancient Greece, where the victor fell at the goal and, with a wave of triumph, died” (The New York Times 25 July 1908, p. 1). Dutch sport magazine De Revue der Sporten (6 August 1908, p. 167) used sport’s seriality more soberly to assess Hayes’ finishing time as not very special (conceding that the hot weather might have had an effect).What, hopefully, has become clear by now, is that—starting in the late 19th century—sporting events are prepared by, and in turn trigger, varying practices of transmedia world-building that make use of the different media’s affordances (drawings, maps, tables, photographs, written narratives, etc.). Already in 1908, most people interested in sport thus quite probably came across multiple accounts of the event—and thereby could feel invited to come up with their own explanation for what had happened. Back then, this forensic attitude was mostly limited to speculation about possible cause-effect chains, but with the more extensive visual coverage of competitions, especially through moving images, storytelling harnessed an increasingly growing set of forensic tools.The World Cup 1966 and Transmedia ForensicsThe serialized TV live transmissions of sport add complexity to storytelling, as they multiply the material available for forensic proliferations of the narratives. Liveness provokes a layered and constantly adapting process transforming the succession of actions into a narrative (the “emplotment”). The commentators find themselves “in the strange situation of a narrator ignorant of the plot” (Ryan 87), constantly balancing between mere reporting of events and more narrative explanation of incidents (Barnfield 8).To create a coherent storyworld under such circumstances, commentators fall back on prefabricated patterns (“overcoming bad luck,” “persistence paying off,” etc.) to frame the events while they unfold (Ryan 87). This includes the already mentioned tropes of heroism or national and racial stereotypes, which are upheld as long as possible, even when the course of events contradicts them (Tudor). Often, the creation of “non-retrospective narratives” (Ryan 79) harnesses seriality, “connecting this season with last and present with past and, indeed, present with past and future” (Barnfield 10).Instant-replay technology, additionally, made it possible (and necessary) for commentators to scrutinize individual actions while competitions are still ongoing, provoking revisions of the emplotment. With video, DVD, and online video, the second-guessing and re-telling of elements—at least in hindsight—became accessible to the general audience as well, thereby dramatically extending the playing field for sport’s forensic attitude.I want to elaborate this development with another example from London, this time the 1966 Men’s Football World Cup, which was the first to systematically use instant replay. In the extra time of the final, the English team scored a goal against the German side: Geoff Hurst’s shot bounced from the crossbar down to the goal line and from there back into the field. After deliberating with the linesman, the referee called it a goal. Until today it remains contested whether the ball actually was behind the goal line or not.By 1966, 1908’s sparsity of visual representation had been replaced by an abundance of moving images. The game was covered by the BBC and by ITV (for TV) and by several film companies (in colour and in black-and-white). Different recordings of the famous goal, taken from different camera angles, still circulate and are re-appropriated in different media even today. The seriality of sport, particularly World Cup Football’s return every four years, triggers the re-telling of this 1966 game just as much as media innovations do.In 1966, the BBC live commentary—after a moment of doubt—pretty soberly stated that “it’s a goal” and observed that “the Germans are mad at the referee;” the ITV reporter, more ambivalently declared: “the linesman says no goal … that’s what we saw … It is a goal!” The contemporary newsreel in German cinemas—the Fox Tönende Wochenschau—announced the scene as “the most controversial goal of the tournament.” It was presented from two different perspectives, the second one in slow motion with the commentary stating: “these images prove that it was not a goal” (my translation).So far, this might sound like mere opposing interpretations of a contested event, yet the option to scrutinize the scene in slow motion and in different versions also spawned an extended forensic narrative. A DVD celebrating 100 years of FIFA (FIFA Fever, 2002) includes the scene twice, the first time in the chapter on famous controversies. Here, the voice-over avoids taking a stand by adopting a meta-perspective: The goal guaranteed that “one of the most entertaining finals ever would be the subject of conversation for generations to come—and therein lies the beauty of controversies.” The scene appears a second time in the special chapter on Germany’s successes. Now the goal itself is presented with music and then commented upon by one of the German players, who claims that it was a bad call by the referee but that the sportsmanlike manner in which his team accepted the decision advanced Germany’s global reputation.This is only included in the German version of the DVD, of course; on the international “special deluxe edition” of FIFA Fever (2002), the 1966 goal has its second appearance in the chapter on England’s World Cup history. Here, the referee’s decision is not questioned—there is not even a slow-motion replay. Instead, the summary of the game is wrapped up with praise for Geoff Hurst’s hat trick in the game and with images of the English players celebrating, the voice-over stating: “Now the nation could rejoice.”In itself, the combination of a nationally organized media landscape with the nationalist approach to sport reporting already provokes competing emplotments of one and the same event (Puijk). The modularity of sport reporting, which allows for easy re-editing, replacing sound and commentary, and retelling events through countless witnesses, triggers a continuing recombination of the elements of the storyworld. In the 50 years since the game, there have been stories about the motivations of the USSR linesman and the Swiss referee who made the decision, and there have been several reconstructions triggered by new digital technology augmenting the existing footage (e.g. King; ‘das Archiv’).The forensic drive behind these transmedia extensions is most explicit in the German Football Museum in Dortmund. For the fiftieth anniversary of the World Cup in 2016, it hosted a special exhibition on the event, which – similarly to the FIFA DVD – embeds it in a story of gaining global recognition for the fairness of the German team ("Deutsches Fußballmuseum").In the permanent exhibition of the German Football Museum, the 1966 game is memorialized with an exhibit titled “Wembley Goal Investigation” (“Ermittlung Wembley-Tor”). It offers three screens, each showing the goal from a different camera angle, a button allowing the visitors to stop the scene at any moment. A huge display cabinet showcases documents, newspaper clippings, quotes from participants, and photographs in the style of a crime-scene investigation—groups of items are called “corpus delicti,” “witnesses,” and “analysis.” Red hand-drawn arrows insinuate relations between different items; yellow “crime scene, do not cross” tape lies next to a ruler and a pair of tweezers.Like the various uses of the slow-motion replays on television, in film, on DVD, and on YouTube, the museum thus offers both hegemonic narratives suggesting a particular emplotment of the event that endow it with broader (nationalist) meaning and a forensic storyworld that offers props, characters, and action building-blocks in a way that invites fans to activate their own storytelling capacities.Conclusion: Sport’s Trans-Seriality Sport’s dependency on a public evaluation of its performances has made it a dynamic transmedia topic from the latter part of the 19th century onwards. Contested moments especially prompt a forensic attitude that harnesses the affordances of different media (and quickly takes advantage of technological innovations) to discuss what “really” happened. The public evaluation of performances also shapes the role of authorship and copyright, which is pivotal to transmedia more generally (Kustritz). Though the circulation of moving images from professional sporting events is highly restricted and intensely monetized, historically this circulation only became a valuable asset because of the sprawling storytelling practices about sport, individual competitions, and famous athletes in press, photography, film, and radio. Even though television dominates the first instance of emplotment during the live transmission, there is no primordial authorship; sport’s intense competition and partisanship (and their national organisation) guarantee that there are contrasting narratives from the start.The forensic storytelling, as we have seen, is structured by sport’s layered seriality, which establishes a rich storyworld and triggers ever new connections between present and past events. Long before the so-called seasons of radio or television series, sport established a seasonal cycle that repeats the same kind of competition with different pre-conditions, personnel, and weather conditions. Likewise, long before the complex storytelling of current television drama (Mittell, Complex TV), sport has mixed episodic with serial storytelling. On the one hand, the 1908 Marathon, for example, is part of the long series of marathon competitions, which can be considered independent events with their own fixed ending. On the other hand, athletes’ histories, continuing rivalries, and (in the case of the World Cup) progress within a tournament all establish narrative connections across individual episodes and even across different seasons (on the similarities between TV sport and soap operas, cf. O’Connor and Boyle).From its start in the 19th century, the serial publication of newspapers supported (and often promoted) sport’s seriality, while sport also shaped the publication schedule of the daily or weekly press (Mason) and today still shapes the seasonal structure of television and sport related computer games (Hutchins and Rowe 164). This seasonal structure also triggers wide-ranging references to the past: With each new World Cup, the famous goal from 1966 gets integrated into new highlight reels telling the German and the English teams’ different stories.Additionally, together with the contingency of sport events, this dual seriality offers ample opportunity for the articulation of “latent seriality” (Kustritz), as a previously neglected recurring trope, situation, or type of event across different instalments can eventually be noted. As already mentioned, the goal of 1966 is part of different sections on the FIFA DVDs: as the climactic final example in a chapter collecting World Cup controversies, as an important—but rather ambivalent—moment of German’s World Cup history, and as the biggest triumph in the re-telling of England’s World Cup appearances. In contrast to most fictional forms of seriality, the emplotment of sport constantly integrates such explicit references to the past, even causally disconnected historical events like the ancient Greek marathon.As a result, each competition activates multiple temporal layers—only some of which are structured as narratives. It is important to note that the public evaluation of performances is not at all restricted to narrative forms; as we have seen, there are quantitative and qualitative comparisons, chronicles, rankings, and athletic spectacle, all of which can create transmedia intertextuality. Sport thus might offer an invitation to more generally analyse how transmedia seriality combines narrative and other forms. Even for fictional transmedia, the immersion in a storyworld and the imagination of extended and alternative storylines might only be two of many dynamics that structure seriality across different media.AcknowledgementsThe two anonymous reviewers and Florian Duijsens offered important feedback to clarify the argument of this text.ReferencesBarnfield, Andrew. "Soccer, Broadcasting, and Narrative: On Televising a Live Soccer Match." Communication &amp; Sport (2013): 326–341.Boni, Marta. "Worlds Today." World Building: Transmedia, Fans, Industries. Ed. Marta Boni. Amsterdam: Amsterdam UP, 2017. 9–27."Das Archiv: das Wembley-Tor." Karambolage, 19 June 2016. 6 Feb. 2018 &lt;https://sites.arte.tv/karambolage/de/das-archiv-das-wembley-tor-karambolage&gt;.The Daily Mail, 25 July 1908.Davis, David. Showdown at Shepherd’s Bush: The 1908 Olympic Marathon and the Three Runners Who Launched a Sporting Craze. Thomas Dunne Books, 2012."Deutsches Fußballmuseum zeigt '50 Jahre Wembley.'" 31 July 2016. 6 Feb. 2018 &lt;https://www.fussballmuseum.de/aktuelles/item/deutsches-fussballmuseum-zeigt-50-jahre-wembley-fussballmuseum-zeigt-50-jahre-wembley.htm&gt;.Evans, Elizabeth. Transmedia Television Audiences, New Media, and Daily Life. New York: Routledge, 2011.Fabos, Bettina. "Forcing the Fairytale: Narrative Strategies in Figure Skating." Sport in Society 4 (2001): 185–212.FIFA Fever (DVD 2002).FIFA Fever: Special Deluxe Edition (DVD 2002).Hutchins, Brett, and David Rowe. Sport beyond Television: The Internet, Digital Media and the Rise of Networked Media Sport. New York: Routledge, 2012.Jenkins, Henry. "Transmedia Storytelling and Entertainment: An Annotated Syllabus." Continuum 24.6 (2010): 943–958.Jenkins, Henry, Sam Ford, and Joshua Green. Spreadable Media. Creating Value and Meaning in a Networked Culture. New York: New York UP, 2013.Kelleter, Frank. "Five Ways of Looking at Popular Seriality." Media of Serial Narrative. Ed. Frank Kelleter. Columbus: The Ohio State UP, 2017. 7–34.Kerrigan, Susan, and J.T. Velikovsky. "Examining Documentary Transmedia Narratives through the Living History of Fort Scratchley Project." Convergence 22.3 (2016): 250–268.Kinder, Marsha. "Playing with Power on Saturday Morning Television and on Home Video Games." Quarterly Review of Film and Television 14 (1992): 29–59.King, Dominic. "Geoff Hurst’s Goal against West Germany DID Cross the Line!" Daily Mail Online. 4 Jan. 2016. 6 Feb. 2018 &lt;http://www.dailymail.co.uk/sport/football/article-3384366/Geoff-Hurst-s-goal-against-West-Germany-DID-cross-line-Sky-Sports-finally-prove-linesman-right-award-controversial-strike-1966-World-Cup-final.html&gt;.Kustritz, Anne. "Seriality and Transmediality in the Fan Multiverse: Flexible and Multiple Narrative Structures in Fan Fiction, Art, and Vids." TV/Series 6 (2014): 225–261.Mason, Tony. 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Minneapolis: University of Minnesota Press, 2006.Simpson, Christopher. "Peter Sagan’s 2017 Tour de France Disqualification Appeal Rejected by CAS." Bleacher Report. 6 July 2017. 6 Feb. 2018 &lt;https://bleacherreport.com/articles/2720166-peter-sagans-2017-tour-de-france-disqualification-appeal-rejected-by-cas&gt;.Stauff, Markus. "The Pregnant-Moment-Photograph: The London 1908 Marathon and the Cross-Media Evaluation of Sport Performances." Historical Social Research (forthcoming). The Times, 22 July 1908.The Times, 24 July 1908."Tour de France: Peter Sagan Disqualified for Elbowing Mark Cavendish." 4 July 2017. 6 Feb. 2018 &lt;https://www.usatoday.com/story/sports/cycling/2017/07/04/demare-wins-tour-stage-as-cavendish-involved-in-nasty-crash/103410284/&gt;.Tudor, Andrew. "Them and Us: Story and Stereotype in TV World Cup Coverage." European Journal of Communication 7 (1992): 391–413.Werron, Tobias. "On Public Forms of Competition." 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Introduction: Bubbles and Sport The ephemeral materiality of bubbles – beautiful, spectacular, and distracting but ultimately fragile – when applied to protect or conserve in the interests of sport-media profit, creates conditions that exacerbate existing inequalities in sport and society. Bubbles are usually something to watch, admire, and chase after in their brief yet shiny lives. There is supposed to be, technically, nothing inside them other than one or more gasses, and yet we constantly refer to people and objects being inside bubbles. The metaphor of the bubble has been used to describe the life of celebrities, politicians in purpose-built capital cities like Canberra, and even leftist, environmentally activist urban dwellers. The metaphorical and material qualities of bubbles are aligned—they cannot be easily captured and are liable to change at any time. In this article we address the metaphorical sporting bubble, which is often evoked in describing life in professional sport. This is a vernacular term used to capture and condemn the conditions of life of elite sportspeople (usually men), most commonly after there has been a sport-related scandal, especially of a sexual nature (Rowe). It is frequently paired with connotatively loaded adjectives like pampered and indulged. The sporting bubble is rarely interrogated in academic literature, the concept largely being left to the media and moral entrepreneurs. It is represented as involving a highly privileged but also pressurised life for those who live inside it. A sporting bubble is a world constructed for its most prized inhabitants that enables them to be protected from insurgents and to set the terms of their encounters with others, especially sport fans and disciplinary agents of the state. The Covid-19 pandemic both reinforced and reconfigured the operational concept of the bubble, re-arranging tensions between safety (protecting athletes) and fragility (short careers, risks of injury, etc.) for those within, while safeguarding those without from bubble contagion. Privilege and Precarity Bubble-induced social isolation, critics argue, encourages a loss of perspective among those under its protection, an entitled disconnection from the usual rules and responsibilities of everyday life. For this reason, the denizens of the sporting bubble are seen as being at risk to themselves and, more troublingly, to those allowed temporarily to penetrate it, especially young women who are first exploited by and then ejected from it (Benedict). There are many well-documented cases of professional male athletes “behaving badly” and trying to rely on institutional status and various versions of the sporting bubble for shelter (Flood and Dyson; Reel and Crouch; Wade). In the age of mobile and social media, it is increasingly difficult to keep misbehaviour in-house, resulting in a slew of media stories about, for example, drunkenness and sexual misconduct, such as when then-Sydney Roosters co-captain Mitchell Pearce was suspended and fined in 2016 after being filmed trying to force an unwanted kiss on a woman and then simulating a lewd act with her dog while drunk. There is contestation between those who condemn such behaviour as aberrant and those who regard it as the conventional expression of youthful masculinity as part of the familiar “boys will be boys” dictum. The latter naturalise an inequitable gender order, frequently treating sportsmen as victims of predatory women, and ignoring asymmetries of power between men and women, especially in homosocial environments (Toffoletti). For those in the sporting bubble (predominantly elite sportsmen and highly paid executives, also mostly men, with an array of service staff of both sexes moving in and out of it), life is reflected for those being protected via an array of screens (small screens in homes and indoor places of entertainment, and even smaller screens on theirs and others’ phones, as well as huge screens at sport events). These male sport stars are paid handsomely to use their skill and strength to perform for the sporting codes, their every facial expression and bodily action watched by the media and relayed to audiences. This is often a precarious existence, the usually brief career of an athlete worker being dependent on health, luck, age, successful competition with rivals, networks, and club and coach preferences. There is a large, aspirational reserve army of athletes vying to play at the elite level, despite risks of injury and invasive, life-changing medical interventions. Responsibility for avoiding performance and image enhancing drugs (PIEDs) also weighs heavily on their shoulders (Connor). Professional sportspeople, in their more reflective moments, know that their time in the limelight will soon be up, meaning that getting a ticket to the sporting bubble, even for a short time, can make all the difference to their post-sport lives and those of their families. The most vulnerable of the small minority of participants in sport who make a good, short-term living from it are those for whom, in the absence of quality education and prior social status, it is their sole likely means of upward social mobility (Spaaij). Elite sport performers are surrounded by minders, doctors, fitness instructors, therapists, coaches, advisors and other service personnel, all supporting athletes to stay focussed on and maximise performance quality to satisfy co-present crowds, broadcasters, sponsors, sports bodies and mass media audiences. The shield offered by the sporting bubble supports the teleological win-at-all-costs mentality of professional sport. The stakes are high, with athlete and executive salaries, sponsorships and broadcasting deals entangled in a complex web of investments in keeping the “talent” pivotal to the “attention economy” (Davenport and Beck)—the players that provide the content for sale—in top form. Yet, the bubble cannot be entirely secured and poor behaviour or performance can have devastating effects, including permanent injury or disability, mental illness and loss of reputation (Rowe, “Scandals and Sport”). Given this fragile materiality of the sporting bubble, it is striking that, in response to the sudden shutdown following the economic and health crisis caused by the 2020 global pandemic, the leaders of professional sport decided to create more of them and seek to seal the metaphorical and material space with unprecedented efficiency. The outcome was a multi-sided tale of mobility, confinement, capital, labour, and the gendering of sport and society. The Covid-19 Gilded Cage Sociologists such as Zygmunt Bauman and John Urry have analysed the socio-politics of mobilities, whereby some people in the world, such as tourists, can traverse the globe at their leisure, while others remain fixed in geographical space because they lack the means to be mobile or, in contrast, are involuntarily displaced by war, so-called “ethnic cleansing”, famine, poverty or environmental degradation. The Covid-19 global pandemic re-framed these matters of mobilities (Rowe, “Subjecting Pandemic Sport”), with conventional moving around—between houses, businesses, cities, regions and countries—suddenly subjected to the imperative to be static and, in perniciously unreflective technocratic discourse, “socially distanced” (when what was actually meant was to be “physically distanced”). The late-twentieth century analysis of the “risk society” by Ulrich Beck, in which the mysterious consequences of humans’ predation on their environment are visited upon them with terrifying force, was dramatically realised with the coming of Covid-19. In another iteration of the metaphor, it burst the bubble of twenty-first century global sport. What we today call sport was formed through the process of sportisation (Maguire), whereby hyper-local, folk physical play was reconfigured as multi-spatial industrialised sport in modernity, becoming increasingly reliant on individual athletes and teams travelling across the landscape and well over the horizon. Co-present crowds were, in turn, overshadowed in the sport economy when sport events were taken to much larger, dispersed audiences via the media, especially in broadcast mode (Nicholson, Kerr, and Sherwood). This lucrative mediation of professional sport, though, came with an unforgiving obligation to generate an uninterrupted supply of spectacular live sport content. The pandemic closed down most sports events and those that did take place lacked the crucial participation of the co-present crowd to provide the requisite event atmosphere demanded by those viewers accustomed to a sense of occasion. Instead, they received a strange spectacle of sport performers operating in empty “cathedrals”, often with a “faked” crowd presence. The mediated sport spectacle under the pandemic involved cardboard cut-out and sex doll spectators, Zoom images of fans on large screens, and sampled sounds of the crowd recycled from sport video games. Confected co-presence produced simulacra of the “real” as Baudrillardian visions came to life. The sporting bubble had become even more remote. For elite sportspeople routinely isolated from the “common people”, the live sport encounter offered some sensory experience of the social – the sounds, sights and even smells of the crowd. Now the sporting bubble closed in on an already insulated and insular existence. It exposed the irony of the bubble as a sign of both privileged mobility and incarcerated athlete work, both refuge and prison. Its logic of contagion also turned a structure intended to protect those inside from those outside into, as already observed, a mechanism to manage the threat of insiders to outsiders. In Australia, as in many other countries, the populace was enjoined by governments and health authorities to help prevent the spread of Covid-19 through isolation and immobility. There were various exceptions, principally those classified as essential workers, a heterogeneous cohort ranging from supermarket shelf stackers to pharmacists. People in the cultural, leisure and sports industries, including musicians, actors, and athletes, were not counted among this crucial labour force. Indeed, the performing arts (including dance, theatre and music) were put on ice with quite devastating effects on the livelihoods and wellbeing of those involved. So, with all major sports shut down (the exception being horse racing, which received the benefit both of government subsidies and expanding online gambling revenue), sport organisations began to represent themselves as essential services that could help sustain collective mental and even spiritual wellbeing. This case was made most aggressively by Australian Rugby League Commission Chairman, Peter V’landys, in contending that “an Australia without rugby league is not Australia”. In similar vein, prominent sport and media figure Phil Gould insisted, when describing rugby league fans in Western Sydney’s Penrith, “they’re lost, because the football’s not on … . It holds their families together. People don’t understand that … . Their life begins in the second week of March, and it ends in October”. Despite misgivings about public safety and equality before the pandemic regime, sporting bubbles were allowed to form, re-form and circulate. The indefinite shutdown of the National Rugby League (NRL) on 23 March 2020 was followed after negotiation between multiple entities by its reopening on 28 May 2020. The competition included a team from another nation-state (the Warriors from Aotearoa/New Zealand) in creating an international sporting bubble on the Central Coast of New South Wales, separating them from their families and friends across the Tasman Sea. Appeals to the mental health of fans and the importance of the NRL to myths of “Australianness” notwithstanding, the league had not prudently maintained a financial reserve and so could not afford to shut down for long. Significant gambling revenue for leagues like the NRL and Australian Football League (AFL) also influenced the push to return to sport business as usual. Sport contests were needed in order to exploit the gambling opportunities – especially online and mobile – stimulated by home “confinement”. During the coronavirus lockdowns, Australians’ weekly spending on gambling went up by 142 per cent, and the NRL earned significantly more than usual from gambling revenue—potentially $10 million above forecasts for 2020. Despite the clear financial imperative at play, including heavy reliance on gambling, sporting bubble-making involved special licence. The state of Queensland, which had pursued a hard-line approach by closing its borders for most of those wishing to cross them for biographical landmark events like family funerals and even for medical treatment in border communities, became “the nation's sporting hub”. Queensland became the home of most teams of the men’s AFL (notably the women’s AFLW season having been cancelled) following a large Covid-19 second wave in Melbourne. The women’s National Netball League was based exclusively in Queensland. This state, which for the first time hosted the AFL Grand Final, deployed sport as a tool in both national sports tourism marketing and internal pre-election politics, sponsoring a documentary, The Sporting Bubble 2020, via its Tourism and Events arm. While Queensland became the larger bubble incorporating many other sporting bubbles, both the AFL and the NRL had versions of the “fly in, fly out” labour rhythms conventionally associated with the mining industry in remote and regional areas. In this instance, though, the bubble experience did not involve long stays in miners’ camps or even the one-night hotel stopovers familiar to the popular music and sport industries. Here, the bubble moved, usually by plane, to fulfil the requirements of a live sport “gig”, whereupon it was immediately returned to its more solid bubble hub or to domestic self-isolation. In the space created between disciplined expectation and deplored non-compliance, the sporting bubble inevitably became the scrutinised object and subject of scandal. Sporting Bubble Scandals While people with a very low risk of spreading Covid-19 (coming from areas with no active cases) were denied entry to Queensland for even the most serious of reasons (for example, the death of a child), images of AFL players and their families socialising and enjoying swimming at the Royal Pines Resort sporting bubble crossed our screens. Yet, despite their (players’, officials’ and families’) relative privilege and freedom of movement under the AFL Covid-Safe Plan, some players and others inside the bubble were involved in “scandals”. Most notable was the case of a drunken brawl outside a Gold Coast strip club which led to two Richmond players being “banished”, suspended for 10 matches, and the club fined $100,000. But it was not only players who breached Covid-19 bubble protocols: Collingwood coaches Nathan Buckley and Brenton Sanderson paid the $50,000 fine imposed on the club for playing tennis in Perth outside their bubble, while Richmond was fined $45,000 after Brooke Cotchin, wife of team captain Trent, posted an image to Instagram of a Gold Coast day spa that she had visited outside the “hub” (the institutionally preferred term for bubble). She was subsequently distressed after being trolled. Also of concern was the lack of physical distancing, and the range of people allowed into the sporting bubble, including babysitters, grandparents, and swimming coaches (for children). There were other cases of players being caught leaving the bubble to attend parties and sharing videos of their “antics” on social media. Biosecurity breaches of bubbles by players occurred relatively frequently, with stern words from both the AFL and NRL leaders (and their clubs) and fines accumulating in the thousands of dollars. Some people were also caught sneaking into bubbles, with Lekahni Pearce, the girlfriend of Swans player Elijah Taylor, stating that it was easy in Perth, “no security, I didn’t see a security guard” (in Barron, Stevens, and Zaczek) (a month later, outside the bubble, they had broken up and he pled guilty to unlawfully assaulting her; Ramsey). Flouting the rules, despite stern threats from government, did not lead to any bubble being popped. The sport-media machine powering sporting bubbles continued to run, the attendant emotional or health risks accepted in the name of national cultural therapy, while sponsorship, advertising and gambling revenue continued to accumulate mostly for the benefit of men. Gendering Sporting Bubbles Designed as biosecurity structures to maintain the supply of media-sport content, keep players and other vital cogs of the machine running smoothly, and to exclude Covid-19, sporting bubbles were, in their most advanced form, exclusive luxury camps that illuminated the elevated socio-cultural status of sportsmen. The ongoing inequalities between men’s and women’s sport in Australia and around the world were clearly in evidence, as well as the politics of gender whereby women are obliged to “care” and men are enabled to be “careless” – or at least to manage carefully their “duty of care”. In Australia, the only sport for women that continued during the height of the Covid-19 lockdown was netball, which operated in a bubble that was one of sacrifice rather than privilege. With minimum salaries of only $30,000 – significantly less than the lowest-paid “rookies” in the AFL – and some being mothers of small children and/or with professional jobs juggled alongside their netball careers, these elite sportswomen wanted to continue to play despite the personal inconvenience or cost (Pavlidis). Not one breach of the netballers out of the bubble was reported, indicating that they took their responsibilities with appropriate seriousness and, perhaps, were subjected to less scrutiny than the sportsmen accustomed to attracting front-page headlines. National Netball League (also known after its Queensland-based naming rights sponsor as Suncorp Super Netball) players could be regarded as fortunate to have the opportunity to be in a bubble and to participate in their competition. The NRL Women’s (NRLW) Premiership season was also completed, but only involved four teams subject to fly in, fly out and bubble arrangements, and being played in so-called curtain-raiser games for the NRL. As noted earlier, the AFLW season was truncated, despite all the prior training and sacrifice required of its players. Similarly, because of their resource advantages, the UK men’s and boy’s top six tiers of association football were allowed to continue during lockdown, compared to only two for women and girls. In the United States, inequalities between men’s and women’s sports were clearly demonstrated by the conditions afforded to those elite sportswomen inside the Women’s National Basketball Association (WNBA) sport bubble in the IMG Academy in Florida. Players shared photos of rodent traps in their rooms, insect traps under their mattresses, inedible food and blocked plumbing in their bubble accommodation. These conditions were a far cry from the luxury usually afforded elite sportsmen, including in Florida’s Walt Disney World for the men’s NBA, and is just one of the many instances of how gendered inequality was both reproduced and exacerbated by Covid-19. Bursting the Bubble As we have seen, governments and corporate leaders in sport were able to create material and metaphorical bubbles during the Covid-19 lockdown in order to transmit stadium sport contests into home spaces. The rationale was the importance of sport to national identity, belonging and the routines and rhythms of life. But for whom? Many women, who still carry the major responsibilities of “care”, found that Covid-19 intensified the affective relations and gendered inequities of “home” as a leisure site (Fullagar and Pavlidis). Rates of domestic violence surged, and many women experienced significant anxiety and depression related to the stress of home confinement and home schooling. During the pandemic, women were also more likely to experience the stress and trauma of being first responders, witnessing virus-related sickness and death as the majority of nurses and care workers. They also bore the brunt of much of the economic and employment loss during this time. Also, as noted above, livelihoods in the arts and cultural sector did not receive the benefits of the “bubble”, despite having a comparable claim to sport in contributing significantly to societal wellbeing. This sector’s workforce is substantially female, although men dominate its senior roles. Despite these inequalities, after the late March to May hiatus, many elite male sportsmen – and some sportswomen - operated in a bubble. Moving in and out of them was not easy. Life inside could be mentally stressful (especially in long stays of up to 150 days in sports like cricket), and tabloid and social media troll punishment awaited those who were caught going “over the fence”. But, life in the sporting bubble was generally preferable to the daily realities of those afflicted by the trauma arising from forced home confinement, and for whom watching moving sports images was scant compensation for compulsory immobility. The ethical foundation of the sparkly, ephemeral fantasy of the sporting bubble is questionable when it is placed in the service of a voracious “media sports cultural complex” (Rowe, Global Media Sport) that consumes sport labour power and rolls back progress in gender relations as a default response to a global pandemic. Covid-19 dramatically highlighted social inequalities in many areas of life, including medical care, work, and sport. For the small minority of people involved in sport who are elite professionals, the only thing worse than being in a sporting bubble during the pandemic was not being in one, as being outside precluded their participation. Being inside the bubble was a privilege, albeit a dubious one. But, as in wider society, not all sporting bubbles are created equal. Some are more opulent than others, and the experiences of the supporting and the supported can be very different. The surface of the sporting bubble may be impermanent, but when its interior is opened up to scrutiny, it reveals some very durable structures of inequality. Bubbles are made to burst. They are, by nature, temporary, translucent structures created as spectacles. As a form of luminosity, bubbles “allow a thing or object to exist only as a flash, sparkle or shimmer” (Deleuze, 52). In echoing Deleuze, Angela McRobbie (54) argues that luminosity “softens and disguises the regulative dynamics of neoliberal society”. The sporting bubble was designed to discharge that function for those millions rendered immobile by home confinement legislation in Australia and around the world, who were having to deal with the associated trauma, risk and disadvantage. 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Wade, Lisa. “Rape on Campus: Athletes, Status, and the Sexual Assault Crisis.” The Conversation 7 Mar. 2017. 8 Mar. 2021 &lt;https://theconversation.com/rape-on-campus-athletes-status-and-the-sexual-assault-crisis-72255&gt;. Webster, Andrew. “Sydney Roosters’ Mitchell Pearce Involved in a Drunken Incident with a Dog? And Your Point Is ...?” Sydney Morning Herald 28 Jan. 2016. 8 Mar. 2021 &lt;https://www.smh.com.au/sport/nrl/sydney-roosters-mitchell-pearce-involved-in-a-drunken-incident-with-a-dog-and-your-point-is--20160127-gmfemh.html&gt;. Whittaker, Troy. “Three-Peat Not Driving Broncos in NRLW Grand Final.” NRL.com 24 Oct. 2020. 8 Mar. 2021 &lt;https://www.nrl.com/news/2020/10/24/three-peat-not-driving-broncos-in-nrlw-grand-final&gt;. Yahoo! Sport Staff. “‘Not Okay’: Uproar over ‘Disgusting’ Find inside Quarantine.” Yahoo! Sport 9 July 2020. 8 Mar. 2021 &lt;https://au.sports.yahoo.com/wnba-disturbing-conditions-coronavirus-bubble-slammed-003557243.html&gt;.

&#x0D; &#x0D; &#x0D; Find your black holes and white walls, know them … it is the only way you will be able to dismantle them and draw your lines of flight.—Deleuze and Guattari, A Thousand Plateaus&#x0D; &#x0D; &#x0D; Defined by originator David Belle as “an art to help you pass any obstacle”, the practice of “parkour” or “free running” constitutes both a mode of movement and a new way of interacting with the urban environment. Parkour was created by Belle (partly in collaboration with his childhood friend Sébastien Foucan) in France in the late 1980s. As seen in the following short video “Rush Hour”, a trailer for BBC One featuring Belle, parkour practitioners (known as “traceurs”), leap, spring, and vault from objects in the urban milieu that are intended to limit movement (walls, curbs, railings, fences) or that unintentionally hamper passage (lampposts, street signs, benches) through the space. &#x0D; &#x0D; &#x0D; &#x0D; “Rush Hour” was among the first media representations of parkour, and it had a significant role in introducing and popularizing the practice in Britain. Parkour has subsequently been widely disseminated via news reports, Nike and Toyota ads, the documentaries Jump London (2003) and Jump Britain (2005), and feature films, including Luc Besson’s Yamakasi – Les Samouraïs des Temps Modernes (2001) and Banlieu 13 (2004; just released in the U.S. as District B13), starring David Belle as Leto and Cyril Raffaelli as Damien. Sébastien Foucan will appear in the upcoming James Bond film Casino Royale as Mollaka, a terrorist who is chased (parkour-style) and then killed by Bond. (Foucan can also be seen in the film’s trailer, currently available at both SonyPictures.com and AOL.com; the film itself is scheduled for release in November 2006). Madonna’s current “Confessions” tour features an extended parkour sequence (accompanying the song “Jump”), albeit one limited to the confines of a scaffold erected over the stage. Perhaps most important in the rapid development of parkour into a world-wide youth movement, however, has been the proliferation of parkour websites featuring amateur videos, photos, tutorials, and blogs. &#x0D; &#x0D; The word “parkour” is derived from the French “parcours” (as the sport is known in France): a line, course, circuit, road, way or route, and the verb “parcourir”: to travel through, to run over or through, to traverse. As a physical discipline, parkour might be said to have a “poetics” — first, in general, in the Aristotelian sense of constructing through its various techniques (tekhnē) the drama of each parkour event. Secondly, one can consider parkour following Aristotle’s model of four-cause analysis as regards its specific materials (the body and the city), form or “vocabulary” of movements (drawn primarily from gymnastics, the martial arts, and modern dance), genre (as against, say, gymnastics), and purpose, including its effects upon its audience and the traceurs themselves. The existing literature on parkour (at this point, mostly news reports or websites) tends to emphasize the elements of form or movement, such as parkour’s various climbs, leaps, vaults, and drops, and the question of genre, particularly the ongoing, heated disputes among traceurs as to what is or is not true parkour. By contrast, my argument in this essay will focus principally on the materials and purpose of parkour: on the nature of the city and the body as they relate to parkour, and on the ways in which parkour can be seen to “remap” urban space and to demonstrate a resistance to its disciplinary functions, particularly as manifest in the urban street “grid.” &#x0D; &#x0D; The institution of the street “grid” (or variations upon it such as Haussmann’s Parisian star-configuration) facilitates both the intelligibility — in terms of both navigation and surveillance — and control of space in the city. It situates people in urban spaces in determinate ways and channels the flow of pedestrian and vehicular traffic. The “grid” thus carries a number of normalizing and disciplinary functions, creating in effect what the philosophers Gilles Deleuze and Félix Guattari refer to as a “striation” of urban space. This striation constitutes “a process of capture of flows of all kinds, populations, commodities or commerce, money or capital, etc.” within a field of determinate spatial coordinates (Deleuze and Guattari 386). It establishes “fixed paths in well-defined directions, which restrict speed, regulate circulation, relativize movement, and measure in detail the relative movements of subjects and objects” (Deleuze and Guattari 386). Many of these aspects of striation can be seen in the ways urban space is depicted in the “Rush Hour” video: in the gridlocked traffic, the flashing tail-lights, the “STOP” light and “WAIT” sign, the sign indicating the proper directional flow of traffic, and the grim, bundled-up pedestrians trudging home en masse along the congested streets. &#x0D; &#x0D; Against these images of conformity, regulation, and confinement, the video presents the parkour ethos of originality, “reach,” escape, and freedom. Belle’s (shirtless) aerial traversal of the urban space between his office and his flat — a swift, improvisational flow across the open rooftops (and the voids between them), off walls, and finally down the sloping roof into his apartment window — cuts across the striated space of the streets below and positions him, for that time, beyond the constrictions of the social realm and its “concrete” manifestations. Though parkour necessarily involves obstacles that must be “overcome,” the goal of parkour is to do this as smoothly and efficiently as possible, or, in the language of its practitioners, for the movement to be “fluid like water.” The experience of parkour might, then, be said to transform the urban landscape into “smooth space,” in Deleuze and Guattari’s sense of “a field without conduits or channels” (371), and thus into a space of uninhibited movement, at least in certain ideal moments. &#x0D; &#x0D; Parkour seems to trace a path of desire (even if the desire is simply to avoid the crowds and get home in time to watch BBC One) that moves along a Deleuzean “line of flight,” a potential avenue of escape from the forces of striation and repression. Here the body is propelled over or through (most parkour movement actually takes place at ground level) the strata of urban space, perhaps with the hope that, as Deleuze and Guattari suggest, “one will bolster oneself directly on a line of flight enabling one to blow apart strata, cut roots, and make new connections” (15). In the process, parkour becomes “an art of displacement,” appropriating urban space in ways that temporarily disrupt their controlling logics and even imply the possibility of a smooth space of desire. &#x0D; &#x0D; One might see parkour as an overcoming of social space (and its various constrictions and inhibitions of desire, its “stop” and “wait” signs) through the interplay of body and material barriers. The body becomes an instrument of freedom. This, again, is graphically conveyed in “Rush Hour” through the opening scene in which Belle strips off his business suit and through the subsequent repeated contrasts of his limber, revealed body to the rigid, swathed figures of the pedestrians below. In part an effect of the various camera angles from which it is shot, there is also an element of the “heroic” in this depiction of the body. This aspect of the representation appears to be knowingly acknowledged in the video’s opening sequence. The first frame is a close-up, tightly focused on a model of a ninja-like figure with a Japanese sword who first appears to be contemplating a building (with an out-of-focus Belle in the background contemplating it from the opposite direction), but then, in the next, full shot, is revealed to be scaling it — in the manner of superheroes and King Kong. The model remains in the frame as Belle undresses (inevitably evoking images of Clark Kent stripping down to his Superman costume) and, in the final shot of that sequence, the figure mirrors Belle’s as he climbs through the window and ascends the building wall outside. In the next sequence, Belle executes a breath-taking handstand on a guard railing on the edge of the roof with the panorama of the city behind him, his upper body spanning the space from the street to the edge of the city skyline, his lower body set against the darkening sky. &#x0D; &#x0D; Through the practice of parkour, the relation between body and space is made dynamic, two reality principles in concert, interacting amid a suspension of the social strata. One might even say that the urban space is re-embodied — its rigid strata effectively “liquified.” In Jump London, the traceur Jerome Ben Aoues speaks of a Zen-like “harmony between you and the obstacle,” an idealization of what is sometimes described as a state of “flow,” a seemingly effortless immersion in an activity with a concomitant loss of self-consciousness. It suggests a different way of knowing the city, a knowledge of experience as opposed to abstract knowledge: parkour is, Jaclyn Law argues, “about curiosity and seeing possibilities — looking at a lamppost or bus shelter as an extension of the sidewalk” (np.). “You just have to look,” Sébastien Foucan insists in Jump London, “you just have to think like children….” Parkour effectively remaps urban space, creating a parallel, “ludic” city, a city of movement and free play within and against the city of obstacles and inhibitions. It reminds us that, in the words of the philosopher of urban space Henri Lefebvre, “the space of play has coexisted and still coexists with spaces of exchange and circulation, political space and cultural space” (172). Parkour tells us that in order to enter this space of play, we only need to make the leap.&#x0D; &#x0D; References&#x0D; &#x0D; Deleuze, Gilles and Félix Guattari. A Thousand Plateaus: Capitalism and Schizophrenia. Trans. Brian Massumi. Minneapolis: University of Minnesota Press, 1987. Jump London (2003). Mike Christie, director. Mike Smith, producer. Featuring Jerome Ben Aoues, Sébastien Foucan, and Johann Vigroux. Law, Jaclyn. “PK and Fly.” This Magazine May/June 2005 http://www.thismagazine.ca/issues/2005/05/&gt;. Lefebvre, Henri. “Perspective or Prospective?” Writings on Cities. Trans. Eleonore Kofman and Elizabeth Lebas. Oxford: Blackwell, 1996. Rush Hour (2002). BBC One promotion trailer. Tom Carty, dir. Edel Erickson, pro. Produced by BBC Broadcast.&#x0D; See also:&#x0D; &#x0D; Wikipedia on parkour: http://www.en.wikipedia.org/wiki/Parkour&gt; Parkour Worldwide Association: http://www.pawa.fr/&gt; Parkour Net (multilingual): http://parkour.net/&gt; NYParkour: http://www.nyparkour.com/&gt; PKLondon.com: http://www.pklondon.com/&gt; Nike’s “The Angry Chicken” (featuring Sébastien Foucan): http://video.google.com/videoplay? docid=-6571575392378784144&amp;q=nike+chicken&gt;&#x0D; There is an extensive collection of parkour videos available at YouTube &#x0D; A rehearsal clip featuring Sébastien Foucan coaching the dancers for Madonna’s Confessions tour can be seen at YouTube &#x0D; &#x0D; &#x0D; &#x0D; &#x0D; Citation reference for this article&#x0D; &#x0D; MLA Style&#x0D; Geyh, Paula. "Urban Free Flow: A Poetics of Parkour." M/C Journal 9.3 (2006). echo date('d M. Y'); ?&gt; &lt;http://journal.media-culture.org.au/0607/06-geyh.php&gt;. APA Style&#x0D; Geyh, P. (Jul. 2006) "Urban Free Flow: A Poetics of Parkour," M/C Journal, 9(3). Retrieved echo date('d M. Y'); ?&gt; from &lt;http://journal.media-culture.org.au/0607/06-geyh.php&gt;. &#x0D;

Lincolnshire, England. The crowd cheer when the ball breaks loose. From one end of the field to the other, the players chase, their snouts hovering just above the grass. It’s not a case of four legs being better, rather a novel way to attract customers to the Woodside Wildlife and Falconry Park. During the matches, volunteers are drawn from the crowd to hold goal posts at either end of the run the pigs usually race on. With five pigs playing, two teams of two and a referee, and a ball designed to leak feed as it rolls (Stevenson) the ten-minute competition is fraught with tension. While the pig’s contributions to “the beautiful game” (Fish and Pele 7) have not always been so obvious, it could be argued that specific parts of the animal have had a significant impact on a sport which, despite calls to fall into line with much of the rest of the world, people in Australia (and the US) are more likely to call soccer. The Football Precursors to the modern football were constructed around an inflated pig’s bladder (Price, Jones and Harland). Animal hide, usually from a cow, was stitched around the bladder to offer some degree of stability, but the bladder’s irregular and uneven form made for unpredictable movement in flight. This added some excitement and affected how ball games such as the often violent, calico matches in Florence, were played. In the early 1970s, the world’s oldest ball was discovered during a renovation in Stirling Castle, Scotland. The ball has a pig’s bladder inside its hand-stitched, deer-hide outer. It was found in the ceiling above the bed in, what was then Mary Queens of Scots’ bedroom. It has since been dated to the 1540s (McGinnes). Neglected and left in storage until the late 1990s, the ball found pride of place in an exhibition in the Smiths Art Gallery and Museum, Stirling, and only gained worldwide recognition (as we will see later) in 2006. Despite confirmed interest in a number of sports, there is no evidence to support Mary’s involvement with football (Springer). The deer-hide ball may have been placed to gather and trap untoward spirits attempting to enter the monarch’s sleep, or simply left by accident and forgotten (McGinnes in Springer). Mary, though, was not so fortunate. She was confined and forgotten, but only until she was put to death in 1587. The Executioner having gripped her hair to hold his prize aloft, realised too late it was a wig and Mary’s head bounced and rolled across the floor. Football Development The pig’s bladder was the central component in the construction of the football for the next three hundred years. However, the issue of the ball’s movement (the bounce and roll), the bladder’s propensity to burst when kicked, and an unfortunate wife’s end, conspired to push the pig from the ball before the close of the nineteenth-century. The game of football began to take its shape in 1848, when JC Thring and a few colleagues devised the Cambridge Rules. This compromised set of guidelines was developed from those used across the different ‘ball’ games played at England’s elite schools. The game involved far more kicking, and the pig’s bladders, prone to bursting under such conditions, soon became impractical. Charles Goodyear’s invention of vulcanisation in 1836 and the death of prestigious rugby and football maker Richard Lindon’s wife in 1870 facilitated the replacement of the animal bladder with a rubber-based alternative. Tragically, Mr Lindon’s chief inflator died as a result of blowing up too many infected pig’s bladders (Hawkesley). Before it closed earlier this year (Rhoads), the US Soccer Hall of Fame displayed a rubber football made in 1863 under the misleading claim that it was the oldest known football. By the late 1800s, professional, predominantly Scottish play-makers had transformed the game from its ‘kick-and-run’ origins into what is now called ‘the passing game’ (Sanders). Football, thanks in no small part to Scottish factory workers (Kay), quickly spread through Europe and consequently the rest of the world. National competitions emerged through the growing need for organisation, and the pig-free mass production of balls began in earnest. Mitre and Thomlinson’s of Glasgow were two of the first to make and sell their much rounder balls. With heavy leather panels sewn together and wrapped around a thick rubber inner, these balls were more likely to retain shape—a claim the pig’s bladder equivalent could not legitimately make. The rubber-bladdered balls bounced more too. Their weight and external stitching made them more painful to header, but also more than useful for kicking and particularly for passing from one player to another. The ball’s relatively quick advancement can thereafter be linked to the growth and success of the World Cup Finals tournament. Before the pig re-enters the fray, it is important to glance, however briefly, at the ball’s development through the international game. World Cup Footballs Pre-tournament favourites, Spain, won the 2010 FIFA World Cup, playing with “an undistorted, perfectly spherical ball” (Ghosh par. 7), the “roundest” ever designed (FIFA par.1). Their victory may speak to notions of predictability in the ball, the tournament and the most lucrative levels of professional endeavour, but this notion is not a new one to football. The ball’s construction has had an influence on the way the game has been played since the days of Mary Queen of Scots. The first World Cup Final, in 1930, featured two heavy, leather, twelve-panelled footballs—not dissimilar to those being produced in Glasgow decades earlier. The players and officials of Uruguay and Argentina could not agree, so they played the first half with an Argentine ball. At half-time, Argentina led by two goals to one. In the second half, Uruguay scored three unanswered goals with their own ball (FIFA). The next Final was won by Italy, the home nation in 1934. Orsi, Italy’s adopted star, poked a wildly swerving shot beyond the outstretched Czech keeper. The next day Orsi, obligated to prove his goal was not luck or miracle, attempted to repeat the feat before an audience of gathered photographers. He failed. More than twenty times. The spin on his shot may have been due to the, not uncommon occurrence, of the ball being knocked out of shape during the match (FIFA). By 1954, the Federation Internationale de Football Association (FIFA) had sought to regulate ball size and structure and, in 1958, rigorously tested balls equal to the demands of world-class competition. The 1950s also marked the innovation of the swerving free kick. The technique, developed in the warm, dry conditions of the South American game, would not become popular elsewhere until ball technology improved. The heavy hand-stitched orb, like its early counterparts, was prone to water absorption, which increased the weight and made it less responsive, particularly for those playing during European winters (Bray). The 1970 World Cup in Mexico saw football progress even further. Pele, arguably the game’s greatest player, found his feet, and his national side, Brazil, cemented their international football prominence when they won the Jules Rimet trophy for the third time. Their innovative and stylish use of the football in curling passes and bending free kicks quickly spread to other teams. The same World Cup saw Adidas, the German sports goods manufacturer, enter into a long-standing partnership with FIFA. Following the competition, they sold an estimated six hundred thousand match and replica tournament footballs (FIFA). The ball, the ‘Telstar’, with its black and white hexagonal panels, became an icon of the modern era as the game itself gained something close to global popularity for the first time in its history. Over the next forty years, the ball became incrementally technologically superior. It became synthetic, water-resistant, and consistent in terms of rebound and flight characteristics. It was constructed to be stronger and more resistant to shape distortion. Internal layers of polyutherane and Syntactic Foam made it lighter, capable of greater velocity and more responsive to touch (FIFA). Adidas spent three years researching and developing the 2006 World Cup ball, the ‘Teamgeist’. Fourteen panels made it rounder and more precise, offering a lower bounce, and making it more difficult to curl due to its accuracy in flight. At the same time, audiences began to see less of players like Roberto Carlos (Brazil and Real Madrid CF) and David Beckham (Manchester United, LA Galaxy and England), who regularly scored goals that challenged the laws of physics (Gill). While Adidas announced the 2006 release of the world’s best performing ball in Berlin, the world’s oldest was on its way to the Museum fur Volkerkunde in Hamburg for the duration of the 2006 FIFA World Cup. The Mary Queen of Scot’s ball took centre spot in an exhibit which also featured a pie stand—though not pork pies—from Hibernian Football Club (Strang). In terms of publicity and raising awareness of the Scots’ role in the game’s historical development, the installation was an unrivalled success for the Scottish Football Museum (McBrearty). It did, however, very little for the pig. Heads, not Tails In 2002, the pig or rather the head of a pig, bounced and rolled back into football’s limelight. For five years Luis Figo, Portugal’s most capped international player, led FC Barcelona to domestic and European success. In 2000, he had been lured to bitter rivals Real Madrid CF for a then-world record fee of around £37 million (Nash). On his return to the Catalan Camp Nou, wearing the shimmering white of Real Madrid CF, he was showered with beer cans, lighters, bottles and golf balls. Among the objects thrown, a suckling pig’s head chimed a psychological nod to the spear with two sharp ends in William Golding’s story. Play was suspended for sixteen minutes while police tried to quell the commotion (Lowe). In 2009, another pig’s head made its way into football for different reasons. Tightly held in the greasy fingers of an Orlando Pirates fan, it was described as a symbol of the ‘roasting’ his team would give the Kaiser Chiefs. After the game, he and his friend planned to eat their mascot and celebrate victory over their team’s most reviled competitors (Edwards). The game ended in a nil-all draw. Prior to the 2010 FIFA World Cup, it was not uncommon for a range of objects that European fans might find bizarre, to be allowed into South African league matches. They signified luck and good feeling, and in some cases even witchcraft. Cabbages, known locally for their medicinal qualities, were very common—common enough for both sets of fans to take them (Edwards). FIFA, an organisation which has more members than the United Nations (McGregor), impressed their values on the South African Government. The VuVuZela was fine to take to games; indeed, it became a cultural artefact. Very little else would be accepted. Armed with their economy-altering engine, the world’s most watched tournament has a tendency to get what it wants. And the crowd respond accordingly. Incidentally, the ‘Jabulani’—the ball developed for the 2010 tournament—is the most consistent football ever designed. In an exhaustive series of tests, engineers at Loughborough University, England, learned, among other things, the added golf ball-like grooves on its surface made the ball’s flight more symmetrical and more controlled. The Jabulani is more reliable or, if you will, more predictable than any predecessor (Ghosh). Spanish Ham Through support from their Governing body, the Real Federación Española de Fútbol, Spain have built a national side with experience, and an unparalleled number of talented individuals, around the core of the current FC Barcelona club side. Their strength as a team is founded on the bond between those playing on a weekly basis at the Catalan club. Their style has allowed them to create and maintain momentum on the international stage. Victorious in the 2008 UEFA European Football Championship and undefeated in their run through the qualifying stages into the World Cup Finals in South Africa, they were tournament favourites before a Jabulani was rolled into touch. As Tim Parks noted in his New York Review of Books article, “The Shame of the World Cup”, “the Spanish were superior to an extent one rarely sees in the final stages of a major competition” (2010 par. 15). They have a “remarkable ability to control, hold and hide the ball under intense pressure,” and play “a passing game of great subtlety [ ... to] patiently wear down an opposing team” (Parks par. 16). Spain won the tournament having scored fewer goals per game than any previous winner. Perhaps, as Parks suggests, they scored as often as they needed to. They found the net eight times in their seven matches (Fletcher). This was the first time that Spain had won the prestigious trophy, and the first time a European country has won the tournament on a different continent. In this, they have broken the stranglehold of superpowers like Germany, Italy and Brazil. The Spanish brand of passing football is the new benchmark. Beautiful to watch, it has grace, flow and high entertainment value, but seems to lack something of an organic nature: that is, it lacks the chance for things to go wrong. An element of robotic aptitude has crept in. This occurred on a lesser scale across the 2010 FIFA World Cup finals, but it is possible to argue that teams and players, regardless of nation, have become interchangeable, that the world’s best players and the way they play have become identikits, formulas to be followed and manipulated by master tacticians. There was a great deal of concern in early rounds about boring matches. The world’s media focused on an octopus that successfully chose the winner of each of Germany’s matches and the winner of the final. Perhaps, in shaping the ‘most’ perfect ball and the ‘most’ perfect football, the World Cup has become the most predictable of tournaments. In Conclusion The origins of the ball, Orsi’s unrepeatable winner and the swerving free kick, popular for the best part of fifty years, are worth remembering. These issues ask the powers of football to turn back before the game is smothered by the hunt for faultlessness. The unpredictability of the ball goes hand in hand with the game. Its flaws underline its beauty. Football has so much more transformative power than lucrative evolutionary accretion. While the pig’s head was an ugly statement in European football, it is a symbol of hope in its South African counterpart. Either way its removal is a reminder of Golding’s message and the threat of homogeneity; a nod to the absence of the irregular in the modern era. Removing the curve from the free kick echoes the removal of the pig’s bladder from the ball. The fun is in the imperfection. Where will the game go when it becomes indefectible? Where does it go from here? Can there really be any validity in claiming yet another ‘roundest ball ever’? Chip technology will be introduced. The ball’s future replacements will be tracked by satellite and digitally-fed, reassured referees will determine the outcome of difficult decisions. Victory for the passing game underlines the notion that despite technological advancement, the game has changed very little since those pioneering Scotsmen took to the field. Shouldn’t we leave things the way they were? Like the pigs at Woodside Wildlife and Falconry Park, the level of improvement seems determined by the level of incentive. The pigs, at least, are playing to feed themselves. Acknowledgments The author thanks editors, Donna Lee Brien and Adele Wessell, and the two blind peer reviewers, for their constructive feedback and reflective insights. The remaining mistakes are his own. References “Adidas unveils Golden Ball for 2006 FIFA World Cup Final” Adidas. 18 Apr. 2006. 23 Aug. 2010 . Bray, Ken. “The science behind the swerve.” BBC News 5 Jun. 2006. 19 Aug. 2010 http://news.bbc.co.uk/2/hi/uk_news/magazine/5048238.stm&gt;. Edwards, Piers. “Cabbage and Roasted Pig.” BBC Fast Track Soweto, BBC News 3 Nov. 2009. 23 Aug. 2010 . FIFA. “The Footballs during the FIFA World Cup™” FIFA.com. 18 Aug. 2010 .20 Fish, Robert L., and Pele. My Life and the Beautiful Game. New York: Bantam Dell, 1977. Fletcher, Paul. “Match report on 2010 FIFA World Cup Final between Spain and Netherlands”. BBC News—Sports 12 Jul. 2010 . Ghosh, Pallab. “Engineers defend World Cup football amid criticism.” BBC News—Science and Environment 4 Jun. 2010. 19 Aug. 2010 . Gill, Victoria. “Roberto Carlos wonder goal ‘no fluke’, say physicists.” BBC News—Science and Environment 2 Sep. 2010 . Hawkesley, Simon. Richard Lindon 22 Aug. 2010 . “History of Football” FIFA.com. Classic Football. 20 Aug. 2010 . Kay, Billy. The Scottish World: A Journey into the Scottish Diaspora. London: Mainstream, 2008. Lowe, Sid. “Peace for Figo? And pigs might fly ...” The Guardian (London). 25 Nov. 2002. 20 Aug. 2010 . “Mary, Queen of Scots (r.1542-1567)”. The Official Website of the British Monarchy. 20 Jul. 2010 . McBrearty, Richard. Personal Interview. 12 Jul. 2010. McGinnes, Michael. Smiths Art Gallery and Museum. Visited 14 Jul. 2010 . McGregor, Karen. “FIFA—Building a transnational football community. University World News 13 Jun. 2010. 19 Jul. 2010 . Nash, Elizabeth. “Figo defects to Real Madrid for record £36.2m." The Independent (London) 25 Jul. 2000. 20 Aug. 2010 . “Oldest football to take cup trip” 25 Apr. 2006. 20 Jul. 2010 . Parks, Tim. “The Shame of the World Cup”. New York Review of Books 19 Aug. 2010. 23 Aug. 2010 &lt; http://nybooks.com/articles/archives/2010/aug/19/shame-world-cup/&gt;. “Pig football scores a hit at centre.” BBC News 4 Aug. 2009. August 20 2010 . Price, D. S., Jones, R. Harland, A. 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<strong>Dudnyk V. M., Zborowskay O. O. </strong><strong>Ефективність</strong> <strong>фармакологічної</strong> <strong>корекції</strong> <strong>міокардіальної</strong> <strong>дисфункції</strong> <strong>у</strong> <strong>дітей</strong> <strong>з</strong> <strong>вродженими</strong> <strong>вадами</strong> <strong>серця</strong> <strong>після</strong> <strong>оперативного</strong> <strong>лікування</strong><strong> = Effectiveness of myocardial dysfunction pharmacological correction in children with congenital heart disease after surgical treatment. </strong><strong>Journal of Education, Health and Sport. </strong><strong>2015;5(4):117-128. ISSN 2391-8306. DOI: </strong><strong>10.5281/zenodo.16665</strong> <strong>http://ojs.ukw.edu.pl/index.php/johs/article/view/2015%3B5%284%29%3A117-128</strong> <strong>https://pbn.nauka.gov.pl/works/553516</strong> <strong>http://dx.doi.org/10.5281/zenodo.16665</strong> <strong>Formerly Journal of Health Sciences. ISSN 1429-9623 / 2300-665X. Archives 2011 &ndash; 2014 </strong><strong>http://journal.rsw.edu.pl/index.php/JHS/issue/archive</strong> &nbsp; <strong>Deklaracja.</strong> <strong>Specyfika i zawartość merytoryczna czasopisma nie ulega zmianie.</strong> <strong>Zgodnie z informacją MNiSW z dnia 2 czerwca 2014 r., że w roku 2014 nie będzie przeprowadzana ocena czasopism naukowych; czasopismo o zmienionym tytule otrzymuje tyle samo punkt&oacute;w co na wykazie czasopism naukowych z dnia 31 grudnia 2014 r.</strong> <strong>The journal has had 5 points in Ministry of Science and Higher Education of Poland parametric evaluation. Part B item 1089. (31.12.2014).</strong> <strong>&copy; The Author (s) 2015;</strong> <strong>This article is published with open access at Licensee Open Journal Systems of Kazimierz Wielki University in Bydgoszcz, Poland and Radom University in Radom, Poland</strong> <strong>Open Access. This article is distributed under the terms of the Creative Commons Attribution Noncommercial License which permits any noncommercial use, distribution, and reproduction in any medium,</strong> <strong>provided the original author(s) and source are credited. This is an open access article licensed under the terms of the Creative Commons Attribution Non Commercial License</strong> <strong>(http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted, non commercial use, distribution and reproduction in any medium, provided the work is properly cited.</strong> <strong>This is an open access article licensed under the terms of the Creative Commons Attribution Non Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted, non commercial</strong> <strong>use, distribution and reproduction in any medium, provided the work is properly cited.</strong> <strong>The authors declare that there is no conflict of interests regarding the publication of this paper.</strong> <strong>Received</strong><strong>: 20.01.2014. </strong><strong>Revised</strong><strong> 27.03.2015. </strong><strong>Accepted</strong><strong>: 27.03.2015.</strong> &nbsp; УДК 616.248 &ndash; 053:611.018.74:616 &ndash; 008.6 &nbsp; <strong>ЕФЕКТИВНІСТЬ ФАРМАКОЛОГІЧНОЇ КОРЕКЦІЇ МІОКАРДІАЛЬНОЇ ДИСФУНКЦІЇ У ДІТЕЙ З ВРОДЖЕНИМИ ВАДАМИ СЕРЦЯ ПІСЛЯ ОПЕРАТИВНОГО ЛІКУВАННЯ</strong> &nbsp; <strong>EFFECTIVENESS OF MYOCARDIAL DYSFUNCTION PHARMACOLOGICAL CORRECTION IN CHILDREN WITH CONGENITAL HEART DISEASE AFTER SURGICAL TREATMENT</strong> &nbsp; <strong>В.</strong> <strong>М.</strong> <strong>Дудник, О.</strong> <strong>О.</strong> <strong>Зборовська </strong> <strong>V.</strong> <strong>M. Dudn</strong><strong>y</strong><strong>k, O.</strong> <strong>O.</strong> <strong>Zborowsk</strong><strong>ay</strong> &nbsp; <strong>Вінницький національний медичний університет ім.М.І.Пирогова</strong> <strong>Vinnitsa National Medical University</strong><strong>, Vinnytsya</strong> &nbsp; <strong>Abstract</strong> <strong>Background.</strong> Among children with congenital heart disease (CHD) undergoing cardiac surgery the incidence of heart failure (HF) is 61.4%. The main goal in myocardial dysfunction medication is to create conditions for adequate cardiac output (afterload) and a decrease in the volume filling chambers of the heart (preload). The study of metabolic reactions in the myocardium by pathological conditions increases the interest in drugs that are endogenous regulators of energy metabolism. <strong>The aim</strong> of our study was to evaluate the effectiveness of myocardial dysfunction pharmacological correction in children with congenital heart disease after surgical treatment. <strong>Materials and methods.</strong> We examined 184 child from the CHD, which was made radical correction of anatomical defects aged 1 month to 18 years (mean age 9,42 &plusmn; 3,43 years). CHD belonged to different hemodynamic types, namely 119 children (64,67 &plusmn; 3,52%) had a bug with the enrichment of the pulmonary circulation (EPC); 35 children (19,02 &plusmn; 2,89%) - with the depletion of the EPC and 30 children (16,00 &plusmn; 2,72%) - CHD depletion of systemic circulation. Children with every type CHD were divided into two groups, representative by age, sex, postoperative experience. In the study group in addition to the basic treatment of heart failure children receiving therapy with Ahvantar (oral 100 mg / kg per day, 30 days). All children performed echocardiography examination using tissue doplerohraifiyi to assess longitudinal wall motion of the left and right ventricles of the heart in different phases cycle. <strong>Results and discussion.</strong> Children with primary research group had significantly better clinical dynamics than those of the comparison group, namely for all types of BBC incidence of heart failure symptoms in children of the main group decreased in 2,14-5,00 times. Adding to the treatment regimen of L-carnitine in children of the main group was accompanied by improved contractile parameters of left ventricular performance and S`mshp S` microns to 16,17-35,91%, and the right amplitude TAPSE and S` maybe 17,31- 21.71%. Joining kardiometabolitnoyi therapy to the basic treatment of heart failure in children and the CHD core group of blood circulation in the IWC mainly improved diastolic function of the right ventricle in terms of E / E`tk to 17,88-31,64%, while the Air Force of the depletion reduced the systemic circulation values ​​of E / E`mshp and E / E`mk to 23.80% and 47.41%, respectively, which significantly differed from those of the comparison group received after treatment. <strong>Conclusion.</strong> Correction of myocardial dysfunction in children with BBC after surgical correction requires a differentiated approach, depending on the type of hemodynamic disorders in a large and a small circle of blood circulation. <strong>Keywords:</strong> <strong>congenital heart defect, children, myocardial dysfunction, treatment</strong><strong>.</strong> &nbsp; <strong>Реферат</strong> <strong>Актуальність проблеми.</strong> Серед дітей з вродженими вадами серця (ВВС), що перенесли кардіохірургічне втручання частота виникнення серцевої недостатності (СН) становить 61,4 %. Головною метою в медикаментозному лікуванні міокардіальної дисфункції є створення умов для адекватного серцевого викиду (постнавантаження) та зменшенням об&rsquo;ємного наповнення камер серця (переднавантаження). Дослідження обмінних реакцій в міокарді за патологічних умов підвищує інтерес до препаратів, що є ендогенними регуляторами енергетичного обміну. <strong>Метою</strong> нашого дослідження було оцінити ефективність&nbsp; фармакологічної корекції міокардіальної дисфункції у дітей з вродженими вадами серця після оперативного лікування. <strong>Матеріали та методи.</strong> Нами обстежено 184 дитини з ВВС, котрим була виконана радикальна корекція анатомічних дефектів у віці від 1 місяця до 18 років (середній вік 9,42&plusmn;3,43 років). ВВС відносились до різних гемодинамічних типів, а саме 119 дітей (64,67&plusmn;3,52 %) мали ваду із збагаченням малого кола кровообігу (МКК); 35 дітей (19,02&plusmn;2,89 %) &ndash; із збідненням МКК та 30 дітей (16,00&plusmn;2,72%) &ndash; ВВС із збідненням системного кола кровообігу. Діти з кожним типом ВВС поділялись на дві групи, репрезентативні за віком, статтю, післяопераційним стажем. В основній групі крім базисної терапії СН діти отримували кардіометаболітну терапію препаратом Агвантар (перорально 100 мг/кг на добу, 30 днів.) Усім дітям проводили ЕХО-КГ обстеження з використанням тканинної доплерограіфії для оцінки поздовжнього руху стінок лівого і правого шлуночків в різні фази серцевого циклу. <strong>Результати та їх обговорення.</strong> Діти із основної групи дослідження мали достовірно кращу клінічну динаміку, ніж діти з групи порівняння, а саме при всіх типах ВВС частота виникнення симптомів СН у дітей основної групи знизилась в 2,14-5,00 рази. Додавання до схеми лікування L-карнітину у дітей основної групи супроводжувалось покращенням показників скоротливої функції лівого шлуночку за показниками S`<sub>мшп</sub> та S`_мк на 16,17-35,91 %, а правого за амплітудою TAPSE та S`<sub> т</sub><sub>к</sub> 17,31-21,71 %. Приєднання кардіометаболітної терапії до базисного лікування СН у дітей основної групи та ВВС із порушенням кровообігу в МКК переважно покращувало діастолічну функцію правого шлуночку за показником E/Е`_тк&nbsp; на 17,88-31,64 %, а при ВВС із збідненням системного кола кровообігу знижувало значення E/Е`<sub>мшп&nbsp; </sub>та E/Е`_мкна 23,80 % та 47,41 %, відповідно, що достовірно відрізняло їх від показників групи порівняння отриманими після лікування. <strong>Висновок.</strong> Корекція міокардіальної дисфункції у дітей з ВВС після оперативної корекції потребує диференційованого підходу, залежно від типу гемодинамічних порушень по великому та малому колу кровообігу. <strong>Ключові слова: вроджена вада серця, діти, міокардіальна дисфункція, лікування.</strong>

The copyrighting of digital augmentations (our data-flesh), their privatization and ownership by others from a vast distance that is simultaneously instantly telematically surmountable started simply enough. It was the initially innocuous corporatization of language and semiotics that started the deeper ontological flip, which placed the posthuman bits and parts over the posthuman that thought that it was running things. The posthumans in question, myself included, didn't help things much when, for instance, we all clicked an unthinking or unconcerned "yes" to Facebook® or Gmail®'s "terms and conditions of use" policies that gives them the real ownership and final say over those data based augments of sociality, speech, and memory. Today there is growing popular concern (or at least acknowledgement) over the surveillance of these augmentations by government, especially after the Edward Snowden NSA leaks. The same holds true for the dataveillance of data-flesh (i.e. Gmail® or Facebook® accounts) by private corporations for reasons of profit and/or at the behest of governments for reasons of "national security." While drawing a picture of this (bodily) state, of the intrusion through language of brands into our being and their coterminous policing of intelligible and iterative body boundaries and extensions, I want to address the next step in copyrighted augmentation, one that is current practice in professional sport, and part of the bourgeoning "anti-aging" industry, with rewriting of cellular structure and hormonal levels, for a price, on the open market. What I want to problematize is the contradiction between the rhetorical moralizing against upgrading the analogue-flesh, especially with respect to celebrity sports stars like Lance Armstrong and Alex Rodriquez, all the while the "anti-aging" industry does the same without censor. Indeed, it does so within the context of the contradictory social messaging and norms that our data-flesh and electric augmentations receive to constantly upgrade. I pose the question of the contradiction between the messages given to our analogue-flesh and data-flesh in order to examine the specific site of commentary on professional sports stars and their practices, but also to point to the ethical gap that exists not just for (legal) performance enhancing drugs (PED), but also to show the link to privatized and copyrighted genomic testing, the dataveillance of this information, and subsequent augmentations that may be undertaken because of the results. Copyrighted Language and Semiotics as Gateway Drug The corporatization of language and semiotics came about with an intrusion of exclusively held signs from the capitalist economy into language. This makes sense if one want to make surplus value greater: stamp a name onto something, especially a base commodity like a food product, and build up the name of that stamp, however one will, so that that name has perceived value in and of itself, and then charge as much as one can for it. Such is the story of the lack of real correlation between the price of Starbucks Coffee® and coffee as a commodity, set by Starbucks® on the basis of the cultural worth of the symbols and signs associated with it, rather than by what they pay for the labor and production costs prior to its branding. But what happens to these legally protected stamps once they start acting as more than just a sign and referent to a subsection of a specific commodity or thing? Once the stamp has worth and a life that is socially determined? What happens when these stamps get verbed, adjectived, and nouned? Naomi Klein, in the book that the New York Times referred to as a "movement bible" for the anti-globalization forces of the late 1990s said "logos, by the force of ubiquity, have become the closest thing we have to an international language, recognized and understood in many more places than English" (xxxvi). But there is an inherent built-in tension of copyrighted language and semiotics that illustrates the coterminous problems with data- and analogue-flesh augments. "We have almost two centuries' worth of brand-name history under our collective belt, coalescing to create a sort of global pop-cultural Morse code. But there is just one catch: while we may all have the code implanted in our brains, we're not really allowed to use it" (Klein 176). Companies want their "brands to be the air you breathe in - but don't dare exhale" or otherwise try to engage in a two-way dialogue that alters the intended meaning (Klein 182). Private signs power first-world and BRIC capitalism, language, and bodies. I do not have a coffee in the morning; I have Starbucks®. I do not speak on a cellular phone; I speak iPhone®. I am not using my computer right now; I am writing MacBook Air®. I do not look something up, search it, or research it; I Google® it. Klein was writing before the everyday uptake of sophisticated miniaturized and mobile computing and communication devices. With the digitalization of our senses and electronic limbs this viral invasion of language became material, effecting both our data- and analogue-flesh. The trajectory? First we used it; then we wore it as culturally and socially demarcating clothing; and finally we no longer used copyrighted speech terms: it became an always-present augmentation, an adjective to the lexicon body of language, and thereby out of democratic semiotic control. Today Twitter® is our (140 character limited) medium of speech. Skype® is our sense of sight, the way we have "real" face-to-face communication. Yelp® has extended our sense of taste and smell through restaurant reviews. The iPhone® is our sense of hearing. And OkCupid® and/or Grindr® and other sites and apps have become the skin of our sexual organs (and the site where they first meet). Today, love at first sight happens through .jpeg extensions; our first sexual experience ranked on a scale of risk determined by the type of video feed file format used: was it "protected" enough to stop its "spread"? In this sense the corporatization of language and semiotics acted as the gateway drug to corporatized digital-flesh; from use of something that is external to us to an augmentation that is part of us and indeed may be in excess of us or any notion of a singular liberal subject.Replacement of Analogue-Flesh? Arguably, this could be viewed as the coming to be of the full replacement of the fleshy analogue body by what are, or started as digital augmentations. Is this what Marshall McLuhan meant when he spoke of the "electronic exteriorization of the central nervous system" through the growing complexity of our "electric extensions"? McLuhan's work that spoke of the "global village" enabled by new technologies is usually read as a euphoric celebration of the utopic possibilities of interconnectivity. What these misreadings overlook is the darker side of his thought, where the "cultural probe" picks up the warning signals of the change to come, so that a Christian inspired project, a cultural Noah’s Ark, can be created to save the past from the future to come (Coupland). Jean Baudrillard, Paul Virilio, and Guy Debord have analyzed this replacement of the real and the changes to the relations between people—one I am arguing is branded/restricted—by offering us the terms simulacrum (Baudrillard), substitution (Virilio), and spectacle (Debord). The commonality which links Baudrillard and Virilio, but not Debord, is that the former two do not explicitly situate their critique as being within the loss of the real that they then describe. Baudrillard expresses that he can have a 'cool detachment' from his subject (Forget Foucault/Forget Baudrillard), while Virilio's is a Catholic moralist's cry lamenting the disappearance of the heterogeneous experiential dimensions in transit along the various axes of space and time. What differentiates Debord is that he had no qualms positioning his own person and his text, The Society of the Spectacle (SotS), as within its own subject matter - a critique that is limited, and acknowledged as such, by the blindness of its own inescapable horizon.This Revolt Will Be Copyrighted Yet today the analogue - at the least - performs a revolt in or possibly in excess of the spectacle that seeks its containment. How and at what site is the revolt by the analogue-flesh most viewable? Ironically, in the actions of celebrity professional sports stars and the Celebrity Class in general. Today it revolts against copyrighted data-flesh with copyrighted analogue-flesh. This is even the case when the specific site of contestation is (at least the illusion of) immortality, where the runaway digital always felt it held the trump card. A regimen of Human Growth Hormone (HGH) and other PEDs purports to do the same thing, if not better, at the cellular level, than the endless youth paraded in the unaging photo employed by the Facebook or Grindr Bodies®. But with the everyday use and popularization of drugs and enhancement supplements like HGH and related PEDs there is something more fundamental at play than the economic juggernaut that is the Body Beautiful; more than fleshy jealousy of Photoshopped® electronic skins. This drug use represents the logical extension of the ethics that drive our tech-wired lives. We are told daily to upgrade: our sexual organs (OkCupid® or Grindr®) for a better, more accurate match; our memory (Google® services) for largeness and safe portability; and our hearing and sight (iPhone® or Skype®) for increase connectivity, engaging the "real" (that we have lost). These upgrades are controlled and copyrighted, but that which grows the economy is an especially favored moral act in an age of austerity. Why should it be surprising, then, that with the economic backing of key players of Google®—kingpin of the global for-profit dataveillance racket—that for $99.95 23andMe® will send one a home DNA test kit, which once returned will be analyzed for genetic issues, with a personalized web-interface, including "featured links." Analogue-flesh fights back with willing copyrighted dataveillance of its genetic code. The test and the personalized results allow for augmentations of the Angelina Jolie type: private testing for genetic markers, a double mastectomy provided by private healthcare, followed by copyrighted replacement flesh. This is where we find the biopolitics of data- and analogue-flesh, lead forth, in an ironic turn, by the Celebrity Class, whom depend for their income on the lives of their posthuman bodies. This is a complete reversal of the course Debord charts out for them: The celebrity, the spectacular representation of a living human being, embodies this banality by embodying the image of a possible role. Being a star means specializing in the seemingly lived; the star is the object of identification with the shallow seeming life that has to compensate for the fragmented productive specializations which are actually lived. (SotS) While the electronic global village was to have left the flesh-and-blood as waste, today there is resistance by the analogue from where we would least expect it - attempts to catch up and replant itself as ontologically prior to the digital through legal medical supplementation; to make the posthuman the posthuman. We find the Celebrity Class at the forefront of the resistance, of making our posthuman bodies as controlled augmentations of a posthuman. But there is a definite contradiction as well, specifically in the press coverage of professional sports. The axiomatic ethical and moral sentiment of our age to always upgrade data-flesh and analogue-flesh is contradicted in professional sports by the recent suspensions of Lance Armstrong and Alex Rodriguez and the political and pundit critical commentary on their actions. Nancy Reagan to the Curbside: An Argument for Lance Armstrong and Alex Rodriguez's "Just Say Yes to Drugs" Campaign Probably to the complete shock of most of my family, friends, students, and former lovers who may be reading this, I actually follow sports reporting with great detail and have done so for years. That I never speak of any sports in my everyday interactions, haven't played a team or individual sport since I could speak (and thereby use my voice to inform my parents that I was refusing to participate), and even decline amateur or minor league play, like throwing a ball of any kind at a family BBQ, leaves me to, like Judith Butler, "give an account of oneself." And this accounting for my sports addiction is not incidental or insignificant with respect either to how the posthuman present can move from a state of posthumanism to one of posthumanism, nor my specific interpellation into (and excess) in either of those worlds. Recognizing that I will not overcome my addiction without admitting my problem, this paper is thus a first-step public acknowledgement: I have been seeing "Dr. C" for a period of three years, and together, through weekly appointments, we have been working through this issue of mine. (Now for the sake of avoiding the cycle of lying that often accompanies addiction I should probably add that Dr. C is a chiropractor who I see for back and nerve damage issues, and the talk therapy portion, a safe space to deal with the sports addiction, was an organic outgrowth of the original therapy structure). My data-flesh that had me wired in and sitting all the time had done havoc to the analogue-flesh. My copyrighted augments were demanding that I do something to remedy a situation where I was unable to be sitting and wired in all the time. Part of the treatment involved the insertion of many acupuncture needles in various parts of my body, and then having an electric current run through them for a sustained period of time. Ironically, as it was the wired augmentations that demanded this, due to my immobility at this time - one doesn't move with acupuncture needles deep within the body - I was forced away from my devices and into unmediated conversation with Dr. C about sports, celebrity sports stars, and the recent (argued) infractions by Armstrong and Rodriguez. Now I say "argued" because in the first place are what A-Rod and Armstrong did, or are accused of doing, the use of PEDs, HGH, and all the rest (cf. Lupica; Thompson, and Vinton) really a crime? Are they on their way, or are there real threats of jail and criminal prosecution? And in the most important sense, and despite all the rhetoric, are they really going against prevailing social norms with respect to medical enhancement? No, no, and no. What is peculiar about the "witch-hunt" of A-Rod and Armstrong - their words - is that we are undertaking it in the first place, while high-end boutique medical clinics (and internet pharmacies) offer the same treatment for analogue-flesh. Fixes for the human in posthuman; ways of keeping the human up to speed; arguably the moral equivalent, if done so with free will, of upgrading the software for ones iOS device. If the critiques of Baudrillard and Virilio are right, we seem to find nothing wrong with crippling our physical bodies and social skills by living through computers and telematic technologies, and obsess over the next upgrade that will make us (more) faster and quicker (than the other or others), while we righteously deny the same process to the flesh for those who, in Debord's description, are the most complicit in the spectacle, to the supposedly most posthuman of us - those that have become pure spectacle (Debord), pure simulation (Baudrillard), a total substitution (Virilio). But it seems that celebrities, and sports celebrities in specific haven't gone along for the ride of never-ending play of their own signifiers at the expense of doing away with the real; they were not, in Debord's words, content with "specializing in the seemingly lived"; they wanted, conversely, to specialize in the most maximally lived flesh, right down to cellular regeneration towards genetic youth, which is the strongest claim in favor of taking HGH. It looks like they were prepared to, in the case of Armstrong, engage in the "most sophisticated, professionalized and successful doping program that sport has ever seen" in the name of the flesh (BBC). But a doping program that can, for the most part, be legally obtained as treatment, and in the same city as A-Rod plays in and is now suspended for his "crimes" to boot (NY Vitality). This total incongruence between what is desired, sought, and obtained legally by members of their socioeconomic class, and many classes below as well, and is a direct outgrowth of the moral and ethical axiomatic of the day is why A-Rod and Armstrong are so bemused, indignant, and angry, if not in a state of outright denial that they did anything that was wrong, even while they admit, explicitly, that yes, they did what they are accused of doing: taking the drugs. Perhaps another way is needed to look at the unprecedentedly "harsh" and "long" sentences of punishment handed out to A-Rod and Armstrong. The posthuman governing bodies of the sports of the society of the spectacle in question realize that their spectacle machines are being pushed back at. A real threat because it goes with the grain of where the rest of us, or those that can buy in at the moment, are going. And this is where the talk therapy for my sports addiction with Dr. C falls into the story. I realized that the electrified needles were telling me that I too should put the posthuman back in control of my damaged flesh; engage in a (medically copyrighted) piece of performance philosophy and offset some of the areas of possible risk that through restricted techne 23andMe® had (arguably) found. Dr. C and I were peeved with A-Rod and Armstrong not for what they did, but what they didn't tell us. We wanted better details than half-baked admissions of moral culpability. We wanted exact details on what they'd done to keep up to their digital-flesh. Their media bodies were cultural probes, full in view, while their flesh bodies, priceless lab rats, are hidden from view (and likely to remain so due to ongoing litigation). These were, after all, big money cover-ups of (likely) the peak of posthuman science, and the lab results are now hidden behind an army of sports federations lawyers, and agents (and A-Rod's own army since he still plays); posthuman progress covered up by posthuman rules, sages, and agents of manipulation. Massive posthuman economies of spectacle, simulation, or substitution of the real putting as much force as they can bare on resurgent posthuman flesh - a celebrity flesh those economies, posthuman economies, want to see as utterly passive like Debord, but whose actions are showing unexpected posthuman alignment with the flesh. Why are the centers of posthumanist power concerned? Because once one sees that A-Rod and Armstrong did it, once one sees that others are doing the same legally without a fuss being made, then one can see that one can do the same; make flesh-and-blood keep up, or regrow and become more organically youthful, while OkCupid® or Grindr® data-flesh gets stuck with the now lagging Photoshopped® touchups. Which just adds to my desire to get "pumped up"; add a little of A-Rod and Armstrong's concoction to my own routine; and one of a long list of reasons to throw Nancy Reagan under the bus: to "just say yes to drugs." A desire that is tempered by the recognition that the current limits of intelligibility and iteration of subjects, the work of defining the bodies that matter that is now set by copyrighted language and copyrighted electric extensions is only being challenged within this society of the spectacle by an act that may give a feeling of unease for cause. This is because it is copyrighted genetic testing and its dataveillance and manipulation through copyrighted medical technology - the various branded PEDs, HGH treatments, and their providers - that is the tool through which the flesh enacts this biopolitical "rebellion."References Baudrillard, Jean. Forget Foucault/Forget Baudrillard. Trans Nicole Dufresne. Los Angeles: Semiotext(e), 2007. ————. Simulations. Trans. Paul Foss, Paul Patton and Philip Beitchman. Cambridge: Semiotext(e), 1983. BBC. "Lance Armstong: Usada Report Labels Him 'a Serial Cheat.'" BBC Online 11 Oct. 2012. 1 Dec. 2013 ‹http://www.bbc.co.uk/sport/0/cycling/19903716›. Butler, Judith. Giving an Account of Oneself. New York: Fordham University Press, 2005. Clark, Taylor. Starbucked: A Double Tall Tale of Caffeine, Commerce, and Culture. New York: Back Bay, 2008. Coupland, Douglas. Marshall McLuhan. Toronto: Penguin Books, 2009. Debord, Guy. Society of the Spectacle. Detroit: Black &amp; Red: 1977. Klein, Naomi. No Logo: Taking Aim at the Brand Bullies. Toronto: Knopf Canada, 1999. Lupica, Mike. "Alex Rodriguez Beginning to Look a Lot like Lance Armstrong." NY Daily News. 6 Oct. 2013. 1 Dec. 2013 ‹http://www.nydailynews.com/sports/baseball/lupica-a-rod-tour-de-lance-article-1.1477544›. McLuhan, Marshall. Understanding Media: The Extensions of Man. New York: McGraw-Hill Book Company, 1964. NY Vitality. "Testosterone Treatment." NY Vitality. 1 Dec. 2013 ‹http://vitalityhrt.com/hgh.html›. Thompson, Teri, and Nathaniel Vinton. "What Does Alex Rodriguez Hope to Accomplish by Following Lance Armstrong's Legal Blueprint?" NY Daily News 5 Oct. 2013. 1 Dec. 2013 ‹http://www.nydailynews.com/sports/i-team/a-rod-hope-accomplish-lance-blueprint-article-1.1477280›. Virilio, Paul. Speed and Politics. Trans. Mark Polizzotti. New York: Semiotext(e), 1986.

IntroductionThe tagline for the 2008 Game On exhibition at the Australian Centre for the Moving Image in Melbourne invites visitors to “play your way through the history of videogames.” The Melbourne hosting follows on from exhibitions that have included the Barbican (London), the Royal Museum (Edinburgh) and the Science Museum (London). The Game On exhibition presents an exemplary instance of how digital games and digital games culture are recovered, organised and presented. The Science Museum exhibition offered visitors a walkthrough from the earliest to the latest consoles and games (Pong to Wii Sports) with opportunities for game play framed by curatorial plaques. This article will explore some of the themes and narratives embodied within the exhibition that see digital games technologies enrolled within a media teleology that emphasises technological advancement and upgrade. Narratives of Technological Upgrade The Game On exhibition employed a “social contextualisation” approach, connecting digital gaming developments with historical events and phenomena such as the 1969 moon landing and the Spice Girls. Whilst including thematic strands such as games and violence and games in education, the exhibition’s chronological ordering highlighted technological advancement. In doing so, the exhibition captured a broader tension around celebrating past technological advancement in gaming, whilst at the same time emphasising the quaint shortfalls and looking to future possibilities. That technological advancements stand out, particularly as a means of organising a narrative of digital gaming, resonates with Stephen Kline, Nick Dyer-Withford and Greig de Peuter’s analysis of digital gaming as a “perpetual innovation economy.” For Kline et al., corporations “devote a growing share of their resources to the continual alteration and upgrading of their products” (66). Technological upgrade and advancement were described by the Game On curator as an engaging aspect of the exhibition: When we had a BBC news presenter come in, she was talking about ‘here we have the PDP 1 and here I have the Nintendo DS’. She was just sort of comparing and contrasting. I know certainly that journalists were very keen on: ‘yeah, but how much processing power does the PDP 1 have?’, ‘what does it compare to today?’ – and it is very hard to compare. How do you compare Space War on the PDP 1 with something that runs on your mobile phone? They are very different systems. (Lee)This account of journalistic interest in technological progression and the curator’s subsequent interpretation raise a significant tension around understanding digital gaming. The concern with situating past gaming technologies and comparing capacities and capabilities, emphasises both the fascination with advancement and technological progress in the field and how the impressiveness of this advancement depends on remembering what has come before. Questions of remembering, recovering and forgetting are clear in the histories that console manufacturers offer when they describe past innovation and pioneering developments. For example, the company history provided by Nintendo on its website is exclusively a history of games technologies with no reference to the proceeding business of playing-card games from the late nineteenth century. Its website-published history only starts with the 1985 release of the NES (Nintendo Entertainment System), “an instant hit [that] over the course of the next two years, it almost single-handedly revitalized the video game industry” (Nintendo, ‘History’), and thereby overlooks the earlier 1983 less successful Famicom system. Past technologies are selectively remembered and recovered as part of the foundations for future success. This is a tension, that can be unpacked in a number of ways, across current industry transformations and strategies that potentially erase the past whilst simultaneously seeking to recover it as part of an evidence-base for future development. The following discussion develops an analysis of how digital gaming history is recovered and constructed.Industry Wind Change and Granny on the WiiThere is “unease, almost embarrassment”, James Newman suggests, “about the videogames industry within certain quarters of the industry itself” (6). Newman goes on to suggest:Various euphemisms have passed into common parlance, all seemingly motivated by a desire to avoid the use of the word ‘game’ and perhaps even ‘computer’, thereby adding a veneer of respectability, distancing the products and experiences from the childish pursuits of game, play and toys, and downplaying the technology connection with its unwanted resonances of nerds in bedrooms hunched over ZX Spectrums and Commodore 64s and the amateurism of hobbyist production. (6-7) The attempted move away from the resonances of “nerds in bedrooms” has been a strategic decision for Nintendo especially. This is illustrated by the naming of consoles: ‘family’ in Famicom, ‘entertainment’ in NES and, more recently, the renaming of the Wii from ‘Revolution’. The seventh generation Nintendo Wii console, released in November and December 2006, may be been seen as industry leading in efforts to broaden gaming demographics. In describing the console for instance, Satoru Iwata, the President of Nintendo, stated, “we want to appeal to mothers who don't want consoles in their living rooms, and to the elderly and to young women. It’s a challenge, like trying to sell cosmetics to men” (Edge Online). This position illustrates a digital games industry strategy to expand marketing to demographic groups previously marginalised.A few examples from the marketing and advertising campaigns for the Nintendo Wii help to illustrate this strategy. The marketing associated with the Wii can be seen as part of a longer lineage of Nintendo marketing with Kline et al. suggesting, “it was under Nintendo’s hegemony that the video game industry began to see the systematic development of a high-intensity marketing apparatus, involving massive media budgets, ingenious event marketing, ground breaking advertising and spin off merchandising” (118). The “First Experiences” show on the Wii website mocks-up domestic settings as the backdrop to the Wii playing experience to present an ideal, potential Wii-play scenario. These advertisements can be seen to position the player within an imagined home and game-play environment and speak for the Wii. As Keith Grint and Steve Woolgar suggest, “technology does not speak for itself but has to be spoken for” (32). As part of their concern with addressing, “the particular regime of truth which surrounds, upholds, impales and represents technology” (32), Grint and Woolgar “analyse the way certain technologies gain specific attributes” (33). Across advertisements for the Wii there are a range of domestic environments and groups playing. Of these, the power to bring the family together and facilitate ease of game-play for the novice is most noticeable. David Morley’s comment that, “‘hi-tech’ discourse is often carefully framed and domesticated by a rather nostalgic vision of ‘family values’” (438) is borne out here.A television advertisement aired on Nickelodeon illustrates the extent to which the Wii was at the forefront in motioning forward a strategy of industry and gaming inclusiveness around the family: “the 60-second spot shows a dad mistaking the Wii Remote for his television remote control. Dad becomes immersed in the game and soon the whole family joins in” (Nintendo World Report). From confused fathers to family bonding, the Wii is presented as the easy-to-use and accessible device that brings the family together. The father confusing the Wii remote with a television remote control is an important gesture to foreground the accessibility of the Wii remotes compared to previous “joypads”, and emphasize the Wii as an accessible device with no bedroom, technical wizardry required. Within the emerging industry inclusivity agenda, the ‘over technological’ past of digital gaming is something to move away from. The forms of ‘geek’ or ‘hardcore’ that epitomise previous dominant representations of gaming have seemingly stood in the way of the industry reaching its full market potential. This industry wind change is captured in the comments of a number of current industry professionals.For Matthew Jeffrey, head of European Recruitment for Electronic Arts (EA), speaking at the London Games Week Career Fair, the shift in the accessibility and inclusivity of digital gaming is closely bound up with Nintendo’s efforts and these have impacted upon EA’s strategy: There is going to be a huge swathe of new things and the great thing in the industry, as you are all easy to identify, is that Nindento DS and the Wii have revolutionised the way we look at the way things are going on.Jeffrey goes on to add, “hopefully some of you have seen that your eighty year old grandparent is quite happy to play a game”, pointing to the figure of the grandparent as a game-player to emphasise the inclusivity shift within gaming.Similarly, at Edinburgh Interactive Festival 2007, the CEO of Ubisoft Yves Guillemot in his “The New Generation of Gaming: Facing the Challenges of a Changing Market” speech outlined the development of a family friendly portfolio to please a new, non-gamer population that would include the recruitment of subject experts for “non-game” titles. This instance of the accessibility and inclusivity strategy being advocated is notable for it being part of a keynote speech at the Edinburgh Interactive Festival, an event associated with the Edinburgh festival that is both an important industry gathering and receives mainstream press coverage. The approaches taken by the other leading console manufacturers Sony and Microsoft, illustrate that whilst this is by no means a total shift, there is nevertheless an industry-wide engagement. The ‘World of Playstation: family and friends’ for example suggests that, “with PlayStation, games have never been more family-friendly” and that “you can even team up as a family to challenge your overseas relatives to a round of online quizzing over the PLAYSTATION Network” (Playstation).What follows from these accounts and transformations is a consideration of where the “geeky” past resides in the future of gaming as inclusive and accessible. Where do these developments leave digital gaming’s “subcultural past” (“subcultural” as it now becomes even within the games industry), as the industry forges on into mainstream culture? Past digital games technologies are clearly important in indicating technological progression and advancement, but what of the bedroom culture of gaming? How does “geek game culture” fit within a maturing future for the industry?Bedroom Programmers and Subcultural Memories There is a tension between business strategy directed towards making gaming accessible and thereby fostering new markets, and the games those in industry would design for people like themselves. This is not to deny the willingness or commitment of games developers to work on a variety of games, but instead to highlight transformation and tension. In their research into games development, Dovey and Kennedy suggest that, the “generation, now nearing middle-age and finding themselves in the driving seat of cultures of new media, have to reconcile a subcultural history and a dominant present” (145). Pierre Bourdieu’s account of symbolic capital is influential in tracing this shift, and Dovey and Kennedy note Bourdieu’s comment around, “the subjective image of the occupational project and the objective function of the occupation” (145). This shift is highly significant for ways of understanding maturation and inclusivity strategies within digital gaming.Bourdieu’s account of the “conservative functions attached” to an occupation for Dovey and Kennedy: Precisely describes the tensions between designers’ sense of themselves as ‘outsiders’ and rebels (‘the subjective image of the occupational project’) on the one hand and their position within a very tight production machine (‘the objective function of the occupation’) on the other. (145) I would suggest the “production machine”, that is to say the broader corporate management structures by which games development companies are increasingly operated, has a growing role in understandings of the industry. This approach was implicit in Iwata’s comments on selling cosmetics to men and broadening demographics, and Jeffrey’s comments pointing to how EA’s outlook would be influenced by the accessibility and inclusivity strategy championed by Nintendo. It may be suggested that as the occupational project of gaming is negotiated and shifts towards an emphasis on accessibility and inclusivity, the subjective image must be similarly reoriented. That previous industry models are being replaced, is highlighted in this excerpt from a Managing Director of a ‘leisure software’ company in the Staying ahead report on the creative industries by the Work Foundation:The first game that came from us was literally two schoolchildren making a game in their bedroom … the game hadn’t been funded, but made for fun … As those days are gone, the biggest challenges nowadays for game developers are finding funding that doesn’t impinge on creativity, and holding onto IP [intellectual property], which is so important if you want a business that is going to have any value. (27)This account suggests a hugely important transition from bedroom production, the days that ‘are gone’, towards Intellectual Property-aware production. The creative industries context for these comments should not be overlooked and is insightful for further recognising the shifts and negotiations taking place in digital gaming, notably, around the maturation of the games industry. The creative industries context is made explicit in creative industries reports such as Staying ahead and in the comments of Shaun Woodward (former Parliamentary Under-Secretary of State at the Department for Culture, Media and Sport) in a keynote speech at the 2006 British Video Games Academy Awards, in which he referred to the games industry as “one of our most important creative industries”. The forms of collaboration between, for instance, The Independent Games Developers Association (TIGA) and the Department of Culture, Media and Sport (see Gamasutra), further indicate the creative industries context to the maturation of the UK games industry.The creative industries context also presents the anchor through which tensions between a subcultural history and professional future and the complex forms of recovery can be more fully engaged with. The Game On curator’s indication that making comparisons between different games technologies systems was a delicate balance insightfully provides cautions to any attempt to mark out a strict departure from the ‘subcultural’ to the ‘professional’. Clearly put, the accessibility and inclusivity strategy that shifts away from geek culture and technical wizardry remains in conversation with geek elements as the foundation for the future. As technologies are recovered within a lineage of technological development and upgrade, the geek bedroom culture of gaming is almost mythologized to offer the industry history creative credentials and future potential. Recovering and Combining: Technologies and Memories for a Professional Future Emphasised thus far has been a shift from the days gone by of bedroom programming towards an inclusive and accessible professional and mature future. This is a teleological shift in the sense that the latest technological developments can be located within a past replete with innovation and pioneering spirit. In relation to the Wii for example, a Nintendo employee states:Nintendo is a company where you are praised for doing something different from everyone else. In this company, when an individual wants to do something different, everyone else lends their support to help them overcome any hurdles. I think this is how we made the challenge of Wii a possibility. (Nintendo)Nintendo’s history, alluded to here and implicit throughout the interviews with Nintendo staff from which this comment is taken, and previous and existing ‘culture’ of experimentation is offered here as the catalyst and enabler of the Wii. A further example may be offered in relation to Nintendo’s competitor Sony.A hugely significant transformation in digital gaming, further to the accessibility and inclusivity agenda, is the ability of players to develop their own games using games engines. For Phil Harrison (Sony), gaming technology is creating a, “‘virtual community’ of collaborative digital production, marking a return to the ‘golden age of video game development, which was at home, on your own with a couple of friends, designing a game yourself’” (Kline et al., 204). Bedroom gaming that in the earlier comments was regarded as days gone by for professionals, takes on a new significance as a form of user-engagement. The previous model of bedroom production, now outmoded compared to industry production, is relocated as available for users and recovered as the ‘golden age of gaming’. It is recovered as a model for users to aspire to. The significance of this for business strategy is made clear by Kline et al. who suggest that, “thousands of bright bulbs have essentially become Sony’s junior development community” (204). An obsolete model of past production is recovered and deployed within a future vision of the games industry that sees users participating and extending forms of games engagement and consumption. Similarly, the potential of ‘bedroom’ production and its recovery in relation to growth areas such as games for mobile phones, is carefully framed by Intellectual Property Rights (Edwards and Coulton). In this respect, forms of bedroom production are carefully situated in terms of industry strategies.The “Scarce Talent Seminars” as part of the London Games Week 2008 “Skills Week” further illustrate this continual recovery of ‘past’, or more accurately alternative, forms of production in line with narratives of professionalisation and industry innovation. The seminars were stated as offering advice on bridging the gap between the “bedroom programmer” and the “professional developer”. The discourse of ‘talent’ framed this seminar, and the bedroom programmer is held up as being (not having) raw talent with creative energies and love and commitment for gaming that can be shaped for the future of the industry. This discourse of bedroom programmers as talent emphasises the industry as an enabler of individual talent through access to professional development and technological resources. This then sits alongside the recovery of historical narratives in which bedroom gaming culture is celebrated for its pioneering spirit, but is ultimately recovered in terms of current achievements and future possibilities. “Skills Week” and guidance for those wanting to work in the industry connects with the recovery of past technologies and ways of making games visible amongst the potential industry workers of the future – students. The professional future of the industry is intertwined with graduates with professional qualifications. Those qualifications need not be, and sometimes preferably should not be, in ‘gaming’ courses. What is important is the love of games and this may be seen through the appreciation of gaming’s history. During research conducted with games design students in higher education courses in the UK, many students professed a love of games dating back to the Spectrum console in the 1980s. There was legitimacy and evidence of professing long-seated interests in consoles. At the same time as acknowledging the significant, embryonic power these consoles had in stimulating their interests, many students engaged in learning games design skills with the latest software packages. Similarly, they engaged in bedroom design activities themselves, as in the days gone by, but mainly as training and to develop skills useful to securing employment within a professional development studio. Broadly, students could be said to be recovering both technologies and ways of working that are then enrolled within their development as professional workers of the future. The professional future of the gaming industry is presented as part of a teleological trajectory that mirrors the technological progression of the industry’s upgrade culture. The days of bedroom programming are cast as periods of incubation and experimentation, and part of the journey that has brought gaming to where it is now. Bedroom programming is incorporated into the evidence-base of creative industries policy reports. Other accounts of bedroom programming, independent production and attempts to explore alternative publishing avenues do not feature as readily.In the 2000 Scratchware Manifesto for example, the authors declare, “the machinery of gaming has run amok”, and say, “Basta! Enough!” (Scratchware). The Scratchware Manifesto puts forward Scratchware as a response: “a computer game, created by a microteam, with pro-quality art, game design, programming and sound to be sold at paperback prices” (Scratchware). The manifesto goes on to say, “we need Scratchware because there is more than one way to develop good computer games” (Scratchware, 2000). Using a term readily associated with the Zapatista Army of National Liberation, the Scratchware Manifesto called for a revolution in gaming and stated, “we will strive for […] originality over the tried and tested” (Scratchware). These are the experiences and accounts of the games industry that seem to fall well outside of the technological and upgrade focused agenda of professional games development.The recovery and framing of past technologies and industry practices, in ways supportive to current models of technological upgrade and advancement, legitimises these models and marginalizes others. A eulogized and potentially mythical past is recovered to point to cultures of innovation and creative vibrancy and to emphasize current and future technological prowess. We must therefore be cautious of the instrumental dangers of recovery in which ‘bright bulbs’ are enrolled and alternative forms of production marginalised.As digital gaming establishes a secure footing with increased markets, the growing pains of the industry can be celebrated and recovered as part of the ongoing narratives of the industry. Recovery is vital to make sense of both the past and future. Within digital gaming, the PDP-1 and the bedroom geek both exist in the past, present and future as part of an industry strategy and trajectory that seeks to move away from them but also relies on them. They are the legitimacy, the evidence and the potential for affirming industry models. The extent to which other narratives can be told and technologies and memories recovered as alternative forms of evidence and potential is a question I, and hopefully others, will leave open.ReferencesDovey, John, and Helen W. Kennedy. Game Cultures. Maidenhead: Open University Press, 2006.Edge-Online. "Iwata: Wii Is 'Like Selling Make-Up to Men.'" Edge-Online 19 Sep. 2006. 29 Sep. 2006 ‹http://www.edge-online.com/news/iwata-wii-like-selling-make-up-men›.Edwards, Reuben, and Paul Coulton. "Providing the Skills Required for Innovative Mobile Game Development Using Industry/Academic Partnerships." Italics e journal 5.3 (2006). ‹http://www.ics.heacademy.ac.uk/italics/vol5iss3/edwardscoulton.pdf›.Gamasutra. "TIGA Pushing for Continued UK Industry Government Support." Gamasutra Industry News 3 July 2007. 8 July 2007 ‹http://www.gamasutra.com/php-bin/news_index.php?story=14504›Grint, Keith, and Steve Woolgar. The Machine at Work. London: Blackwell, 1997.Jeffrey, Matthew. Transcribed Speech. 24 October 2007.Kline, Stephen, Nick Dyer-Witheford, and Greig De Peuter. Digital Play. London: McGill-Queen’s University Press, 2003.Lee, Gaetan. Personal Interview. 27 July 2007.Morley, David. "What’s ‘Home’ Got to Do with It? Contradictory Dynamics in the Domestication of Technology and the Dislocation of Domesticity." European Journal of Cultural Studies 6.4 (2003): 435-458.Newman, James. Videogames. London: Routledge, 2004.Nintendo. "Company History." Nintendo. 2007. 3 Nov. 2008 ‹http://www.nintendo.com/corp/history.jsp›.Nintendo. "Wii Remote." Nintendo. 2006. 29 Sep. 2008 ‹http://wiiportal.nintendo-europe.com/97.html›.Nintendo World Report. "Nintendo’s Marketing Blitz: Wii Play for All!" Nintendo World Report 13 Nov. 2006. 29 Sep. 2008 ‹http://www.nintendoworldreport.com/newsArt.cfm?artid=12383›.Playstation. "World of Playstation: Family and Friends." Sony Playstation. 3 Nov. 2008 ‹http://uk.playstation.com/home/news/articles/detail/item103208/World-of-PlayStation:-Family-&amp;-Friends/›.Scratchware. "The Scratchware Manifesto." 2000. 14 June 2006 ‹http://www.the-underdogs.info/scratch.php›.Work Foundation. Staying Ahead: The Economic Performance of the UK’s Creative Industries. London: Department of Culture, Media and Sport, 2007.

Introduction Since December 2010 the dramatic spectacle of the spread of mass uprisings, civil unrest, and protest across North Africa and the Middle East have been chronicled daily on mainstream media and new media. Broadly speaking, the Arab Spring—as it came to be known—is challenging repressive, corrupt governments and calling for democracy and human rights. The convulsive events linked with these debates have been striking not only because of the rapid spread of historically momentous mass protests but also because of the ways in which the media “have become inextricably infused inside them” enabling the global media ecology to perform “an integral part in building and mobilizing support, co-ordinating and defining the protests within different Arab societies as well as trans-nationalizing them” (Cottle 295). Images of mass protests have been juxtaposed against those of individuals prepared to self-destruct for political ends. Video clips and photographs of the individual suffering of Tunisian Mohamed Bouazizi’s self-immolation and the Bahraini Abdulhad al-Khawaja’s emaciated body foreground, in very graphic ways, political struggles that larger events would mask or render invisible. Highlighting broad commonalties does not assume uniformity in patterns of protest and media coverage across the region. There has been considerable variation in the global media coverage and nature of the protests in North Africa and the Middle East (Cottle). In Tunisia, Egypt, Libya, and Yemen uprisings overthrew regimes and leaders. In Syria it has led the country to the brink of civil war. In Bahrain, the regime and its militia violently suppressed peaceful protests. As a wave of protests spread across the Middle East and one government after another toppled in front of 24/7 global media coverage, Bahrain became the “Arab revolution that was abandoned by the Arabs, forsaken by the West … forgotten by the world,” and largely ignored by the global media (Al-Jazeera English). Per capita the protests have been among the largest of the Arab Spring (Human Rights First) and the crackdown as brutal as elsewhere. International organizations have condemned the use of military courts to trial protestors, the detaining of medical staff who had treated the injured, and the use of torture, including the torture of children (Fisher). Bahraini and international human rights organizations have been systematically chronicling these violations of human rights, and posting on Websites distressing images of tortured bodies often with warnings about the graphic depictions viewers are about to see. It was in this context of brutal suppression, global media silence, and the reluctance of the international community to intervene, that the Bahraini-Danish human rights activist Abdulhad al-Khawaja launched his “death or freedom” hunger strike. Even this radical action initially failed to interest international editors who were more focused on Egypt, Libya, and Syria, but media attention rose in response to the Bahrain Formula 1 race in April 2012. Pro-democracy activists pledged “days of rage” to coincide with the race in order to highlight continuing human rights abuses in the kingdom (Turner). As Al Khawaja’s health deteriorated the Bahraini government resisted calls for his release (Article 19) from the Danish government who requested that Al Khawaja be extradited there on “humanitarian grounds” for hospital treatment (Fisk). This article does not explore the geo-politics of the Bahraini struggle or the possible reasons why the international community—in contrast to Syria and Egypt—has been largely silent and reluctant to debate the issues. Important as they are, those remain questions for Middle Eastern specialists to address. In this article I am concerned with the overlapping and interpenetration of two ecologies. The first ecology is the ethical framing of a prison hunger strike as a corporeal-environmental act of (self) destruction intended to achieve political ends. The second ecology is the operation of global media where international inaction inadvertently foregrounds the political struggles that larger events and discourses surrounding Egypt, Libya, and Syria overshadow. What connects these two ecologies is the body of the hunger striker, turned into a spectacle and mediated via a politics of affect that invites a global public to empathise and so enter into his suffering. The connection between the two lies in the emaciated body of the hunger striker. An Ecological Humanities Approach This exploration of two ecologies draws on the ecological humanities and its central premise of connectivity. The ecological humanities critique the traditional binaries in Western thinking between nature and culture; the political and social; them and us; the collective and the individual; mind, body and emotion (Rose &amp; Robin, Rieber). Such binaries create artificial hierarchies, divisions, and conflicts that ultimately impede the ability to respond to crises. Crises are major changes that are “out of control” driven—primarily but not exclusively—by social, political, and cultural forces that unleash “runaway systems with their own dynamics” (Rose &amp; Robin 1). The ecological humanities response to crises is premised on the recognition of the all-inclusive connectivity of organisms, systems, and environments and an ethical commitment to action from within this entanglement. A founding premise of connectivity, first articulated by anthropologist and philosopher Gregory Bateson, is that the “unit of survival is not the individual or the species, but the organism-and-its-environment” (Rose &amp; Robin 2). This highlights a dialectic in which an organism is shaped by and shapes the context in which it finds itself. Or, as Harries-Jones puts it, relations are recursive as “events continually enter into, become entangled with, and then re-enter the universe they describe” (3). This ensures constantly evolving ecosystems but it also means any organism that “deteriorates its environment commits suicide” (Rose &amp; Robin 2) with implications for the others in the eco-system. Bateson’s central premise is that organisms are simultaneously independent, as separate beings, but also interdependent. Interactions are not seen purely as exchanges but as dynamic, dialectical, dialogical, and mutually constitutive. Thus, it is presumed that the destruction or protection of others has consequences for oneself. Another dimension of interactions is multi-modality, which implies that human communication cannot be reduced to a single mode such as words, actions, or images but needs to be understood in the complexity of inter-relations between these (see Rieber 16). Nor can dissemination be reduced to a single technological platform whether this is print, television, Internet, or other media (see Cottle). The final point is that interactions are “biologically grounded but not determined” in that the “cognitive, emotional and volitional processes” underpinning face-to-face or mediated communication are “essentially indivisible” and any attempt to separate them by privileging emotion at the expense of thought, or vice versa, is likely to be unhealthy (Rieber 17). This is most graphically demonstrated in a politically-motivated hunger strike where emotion and volition over-rides the survivalist instinct. The Ecology of a Prison Hunger Strike The radical nature of a hunger strike inevitably gives rise to medico-ethical debates. Hunger strikes entail the voluntary refusal of sustenance by an individual and, when prolonged, such deprivation sets off a chain reaction as the less important components in the internal body systems shut down to protect the brain until even that can no longer be protected (see Basoglu et al). This extreme form of protest—essentially an act of self-destruction—raises ethical issues over whether or not doctors or the state should intervene to save a life for humanitarian or political reasons. In 1975 and 1991, the World Medical Association (WMA) sought to negotiate this by distinguishing between, on the one hand, the mentally/psychological impaired individual who chooses a “voluntary fast” and, on the other hand, the hunger striker who chooses a form of protest action to secure an explicit political goal fully aware of fatal consequences of prolonged action (see Annas, Reyes). This binary enables the WMA to label the action of the mentally impaired suicide while claiming that to do so for political protesters would be a “misconception” because the “striker … does not want to die” but to “live better” by obtaining certain political goals for himself, his group or his country. “If necessary he is willing to sacrifice his life for his case, but the aim is certainly not suicide” (Reyes 11). In practice, the boundaries between suicide and political protest are likely to be much more blurred than this but the medico-ethical binary is important because it informs discourses about what form of intervention is ethically appropriate. In the case of the “suicidal” the WMA legitimises force-feeding by a doctor as a life-saving act. In the case of the political protestor, it is de-legitimised in discourses of an infringement of freedom of expression and an act of torture because of the pain involved (see Annas, Reyes). Philosopher Michel Foucault argued that prison is a key site where the embodied subject is explicitly governed and where the exercising of state power in the act of incarceration means the body of the imprisoned no longer solely belongs to the individual. It is also where the “body’s range of significations” is curtailed, “shaped and invested by the very forces that detain and imprison it” (Pugliese 2). Thus, prison creates the circumstances in which the incarcerated is denied the “usual forms of protest and judicial safeguards” available outside its confines. The consequence is that when presented with conditions that violate core beliefs he/she may view acts of self-destruction—such as hunger strikes or lip sewing—as one of the few “means of protesting against, or demanding attention” or achieving political ends still available to them (Reyes 11; Pugliese). The hunger strike implicates the state, which, in the act of imprisoning, has assumed a measure of power and responsibility for the body of the individual. If a protest action is labelled suicidal by medical professionals—for instance at Guantanamo—then the force-feeding of prisoners can be legitimised within the WMA guidelines (Annas). There is considerable political temptation to do so particularly when the hunger striker has become an icon of resistance to the state, the knowledge of his/her action has transcended prison confines, and the alienating conditions that prompted the action are being widely debated in the media. This poses a two-fold danger for the state. On the one hand, there is the possibility that the slow emaciation and death while imprisoned, if covered by the media, may become a spectacle able to mobilise further resistance that can destabilise the polity. On the other hand, there is the fear that in the act of dying, and the spectacle surrounding death, the hunger striker would have secured the public attention to the very cause they are championing. Central to this is whether or not the act of self-destruction is mediated. It is far from inevitable that the media will cover a hunger strike or do so in ways that enable the hunger striker’s appeal to the emotions of others. However, when it does, the international scrutiny and condemnation that follows may undermine the credibility of the state—as happened with the death of the IRA member Bobby Sands in Northern Ireland (Russell). The Media Ecology and the Bahrain Arab Spring The IRA’s use of an “ancient tactic ... to make a blunt appeal to sympathy and emotion” in the form of the Sands hunger strike was seen as “spectacularly successful in gaining worldwide publicity” (Willis 1). Media ecology has evolved dramatically since then. Over the past 20 years communication flows between the local and the global, traditional media formations (broadcast and print), and new communication media (Internet and mobile phones) have escalated. The interactions of the traditional media have historically shaped and been shaped by more “top-down” “politics of representation” in which the primary relationship is between journalists and competing public relations professionals servicing rival politicians, business or NGOs desire for media attention and framing issues in a way that is favourable or sympathetic to their cause. However, rapidly evolving new media platforms offer bottom up, user-generated content, a politics of connectivity, and mobilization of ordinary people (Cottle 31). However, this distinction has increasingly been seen as offering too rigid a binary to capture the complexity of the interactions between traditional and new media as well as the events they capture. The evolution of both meant their content increasingly overlaps and interpenetrates (see Bennett). New media technologies “add new communicative ingredients into the media ecology mix” (Cottle 31) as well as new forms of political protests and new ways of mobilizing dispersed networks of activists (Juris). Despite their pervasiveness, new media technologies are “unlikely to displace the necessity for coverage in mainstream media”; a feature noted by activist groups who have evolved their own “carnivalesque” tactics (Cottle 32) capable of creating the spectacle that meets television demands for action-driven visuals (Juris). New media provide these groups with the tools to publicise their actions pre- and post-event thereby increasing the possibility that mainstream media might cover their protests. However there is no guarantee that traditional and new media content will overlap and interpenetrate as initial coverage of the Bahrain Arab Spring highlights. Peaceful protests began in February 2011 but were violently quelled often by Saudi, Qatari and UAE militia on behalf of the Bahraini government. Mass arrests were made including that of children and medical personnel who had treated those wounded during the suppression of the protests. What followed were a long series of detentions without trial, military court rulings on civilians, and frequent use of torture in prisons (Human Rights Watch 2012). By the end of 2011, the country had the highest number of political prisoners per capita of any country in the world (Amiri) but received little coverage in the US. The Libyan uprising was afforded the most broadcast time (700 minutes) followed by Egypt (500 minutes), Syria (143), and Bahrain (34) (Lobe). Year-end round-ups of the Arab Spring on the American Broadcasting Corporation ignored Bahrain altogether or mentioned it once in a 21-page feature (Cavell). This was not due to a lack of information because a steady stream has flowed from mobile phones, Internet sites and Twitter as NGOs—Bahraini and international—chronicled in images and first-hand accounts the abuses. However, little of this coverage was picked up by the US-dominated global media. It was in this context that the Bahraini-Danish human rights activist Abdulhad Al Khawaja launched his “freedom or death” hunger strike in protest against the violent suppression of peaceful demonstrations, the treatment of prisoners, and the conduct of the trials. Even this radical action failed to persuade international editors to cover the Bahrain Arab Spring or Al Khawaja’s deteriorating health despite being “one of the most important stories to emerge over the Arab Spring” (Nallu). This began to change in April 2012 as a number of things converged. Formula 1 pressed ahead with the Bahrain Grand Prix, and pro-democracy activists pledged “days of rage” over human rights abuses. As these were violently suppressed, editors on global news desks increasingly questioned the government and Formula 1 “spin” that all was well in the kingdom (see BBC; Turner). Claims by the drivers—many of who were sponsored by the Bahraini government—that this was a sports event, not a political one, were met with derision and journalists more familiar with interviewing superstars were diverted into covering protests because their political counterparts had been denied entry to the country (Fisk). This combination of media events and responses created the attention, interest, and space in which Al Khawaja’s deteriorating condition could become a media spectacle. The Mediated Spectacle of Al Khawaja’s Hunger Strike Journalists who had previously struggled to interest editors in Bahrain and Al Khawaja’s plight found that in the weeks leading up to the Grand Prix and since “his condition rapidly deteriorated”’ and there were “daily updates with stories from CNN to the Hindustan Times” (Nulla). Much of this mainstream news was derived from interviews and tweets from Al Khawaja’s family after each visit or phone call. What emerged was an unprecedented composite—a diary of witnesses to a hunger strike interspersed with the family’s struggles with the authorities to get access to him and their almost tangible fear that the Bahraini government would not relent and he would die. As these fears intensified 48 human rights NGOs called for his release from prison (Article 19) and the Danish government formally requested his extradition for hospital treatment on “humanitarian grounds”. Both were rejected. As if to provide evidence of Al Khawaja’s tenuous hold on life, his family released an image of his emaciated body onto Twitter. This graphic depiction of the corporeal-environmental act of (self) destruction was re-tweeted and posted on countless NGO and news Websites (see Al-Jazeera). It was also juxtaposed against images of multi-million dollar cars circling a race-track, funded by similarly large advertising deals and watched by millions of people around the world on satellite channels. Spectator sport had become a grotesque parody of one man’s struggle to speak of what was going on in Bahrain. In an attempt to silence the criticism the Bahraini government imposed a de facto news blackout denying all access to Al Khawaja in hospital where he had been sent after collapsing. The family’s tweets while he was held incommunicado speak of their raw pain, their desperation to find out if he was still alive, and their grief. They also provided a new source of information, and the refrain “where is alkhawaja,” reverberated on Twitter and in global news outlets (see for instance Der Spiegel, Al-Jazeera). In the days immediately after the race the Danish prime minister called for the release of Al Khawaja, saying he is in a “very critical condition” (Guardian), as did the UN’s Ban-Ki Moon (UN News and Media). The silencing of Al Khawaja had become a discourse of callousness and as global media pressure built Bahraini ministers felt compelled to challenge this on non-Arabic media, claiming Al Khawaja was “eating” and “well”. The Bahraini Prime Minister gave one of his first interviews to the Western media in years in which he denied “AlKhawaja’s health is ‘as bad’ as you say. According to the doctors attending to him on a daily basis, he takes liquids” (Der Spiegel Online). Then, after six days of silence, the family was allowed to visit. They tweeted that while incommunicado he had been restrained and force-fed against his will (Almousawi), a statement almost immediately denied by the military hospital (Lebanon Now). The discourses of silence and callousness were replaced with discourses of “torture” through force-feeding. A month later Al Khawaja’s wife announced he was ending his hunger strike because he was being force-fed by two doctors at the prison, family and friends had urged him to eat again, and he felt the strike had achieved its goal of drawing the world’s attention to Bahrain government’s response to pro-democracy protests (Ahlul Bayt News Agency). Conclusion This article has sought to explore two ecologies. The first is of medico-ethical discourses which construct a prison hunger strike as a corporeal-environmental act of (self) destruction to achieve particular political ends. The second is of shifting engagement within media ecology and the struggle to facilitate interpenetration of content and discourses between mainstream news formations and new media flows of information. I have argued that what connects the two is the body of the hunger striker turned into a spectacle, mediated via a politics of affect which invites empathy and anger to mobilise behind the cause of the hunger striker. The body of the hunger striker is thereby (re)produced as a feature of the twin ecologies of the media environment and the self-environment relationship. References Ahlul Bayt News Agency. “Bahrain: Abdulhadi Alkhawaja’s Statement about Ending his Hunger Strike.” (29 May 2012). 1 June 2012 ‹http://abna.ir/data.asp?lang=3&amp;id=318439›. Al-Akhbar. “Family Concerned Al-Khawaja May Be Being Force Fed.” Al-Akhbar English. (27 April 2012). 1 June 2012 ‹http://english.al-akhbar.com/content/family-concerned-al-khawaja-may-be-being-force-fed›. 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The story of Barbie is a tapestry woven with threads of cultural significance, societal shifts, and corporate narratives. It’s a tale that encapsulates the evolution of American post-war capitalism, mirroring the changing tides of social norms, aspirations, and identities. Barbie’s journey from Germany to Los Angeles, along the way becoming a global icon, is a testament to the power of Ruth Handler’s vision and Barbie’s marketing. Barbie embodies and reflects the rise of mass consumption and the early days of television advertising, where one doll could become a household name and shape the dreams of children worldwide. The controversies and criticisms surrounding Barbie – from promoting a ‘thin ideal’ to perpetuating gender and racial stereotypes – highlight the complexities of representation in popular culture. Yet, Barbie’s enduring message, “You can be anything”, continues to inspire and empower, even as it evolves to embrace a more inclusive and diverse portrayals of power, beauty, and potential. Barbie’s story is not just about a doll; it’s about the aspirations she represents, the societal changes she’s witnessed, and the ongoing conversation about her impact on gender roles, body image, and consumer culture. It’s a narrative that continues to unfold, as Barbie adapts to the times and remains a symbol of possibility. Barbie: A Popular Culture Icon “It is impossible to conceive of the toy industry as being anything other than dependent on a popular culture which shapes and structures the meanings carried by toys” (Fleming 40). The relationship between toys and popular culture is symbiotic. While popular culture influences the creation of toys, toys also contribute to the spread and longevity of cultural icons and narratives. Today, one of the most influential, popular, and contested toys of the twentieth century is Mattel’s Barbie doll. Her launch at the New York Toy Fair on 9 March 1959 by Mattel co-founder Ruth Handler was a game-changer in the toy industry. Her adult appearance, symbolised by her fashionable swimsuit and ponytail, was a bold move by Mattel. Despite the doubts from the toy industry which thought nobody would want to play with a doll that had breasts (Tamkin) and Mattel’s skepticism of its commercial success (Westenhouser 14), Barbie was a success, selling over 350,000 units in her first year, and she quickly became an iconic figure, paving the way for other male and female adult dolls. For the first time in mid-century America, Barbie meant children could play with a doll that looked like a woman, not a little girl or a baby. In a 1965 interview, Ruth Handler argued that American girls needed a doll with a “teen-age figure and a lot of glorious, imaginative, high-fashion clothes” (cited in Giacomin and Lubinski 3). In a 1993 interview, Handler said it was “important that Barbie allowed play situations that little girls could project themselves into … to imagine, pretend and to fantasize”. Hence Ruth Handler’s Barbie could be an “avatar for girls to project their dreams onto” (Southwell). Barbie hit the market with a “sassy ponytail, heavy eyeliner, a healthy dose of side-eye and a distinctly adult body” (Blackmore). Her arched eyebrows were matched with a coy sideways glance reflecting her sexual origins (Thong). Mattel did not reveal that Ruth Handler’s Barbie was inspired by a German novelty men’s toy, Bild Lilli, which Handler had purchased on a European holiday in 1955. Mattel fought several lawsuits and eventually secured the rights to Bild Lilli in 1964, which required the German maker of the Bild Lilli doll to not make her again. Barbie dolls, both blonde and brunette, changed little until 1967, when Mattel launch the ‘new’ Barbie doll which is the foundation for today’s Stereotypical Barbie. The same size as the original, thanks to Mattel engineer Jack Ryan she could twist and turn at the waist. Her facial features were softened, she had ‘real’ eyelashes’ and took on an ‘outdoor look’. The new 1967 version of Barbie originally retailed for US$3.00. Mattel, assuming consumers may not want to buy a new Barbie when they already had one, offered buyers the new Barbie at US$1.50 if they traded in their old 1950s Barbie. The television advertising campaign for the new Barbie featured Maureen McMormick (who would go on to play Marcia Brady in the TV series The Brady Bunch from 1969 to 1974). The original #1 Barbie today sells for over US$25,000 (Reinhard). The most expensive Barbie sold to date was a Stefano Canturi-designed Barbie that sold in 2010 for US$302,500 at Christies in New York (Clarendon). Barbie has been described as “the most successful doll in history”, “the most popular toy in history”, the “empress of fashion dolls” (Rogers 86), the “most famous doll in the world” (Ferorelli), the biggest-selling fashion doll in history (Green and Gellene), and is one if the world’s “most commercially successful toys” (Fleming 41). Barbie is both “idealistic and materialistic” and characterises an “American fantasy” (Tamkin). More so, she is a popular culture icon and “a unique indicator of women’s history” (Vander Bent). The inclusion of Barbie in America’s twentieth-century Time Capsule “cemented her status as a true American icon” (Ford), as did Andy Warhol when he iconised Barbie in his 1968 painting of her (Moore). During the 1950s and 1960s, Barbie’s name was licenced to over 100 companies; while a strategic move that expanded Barbie’s brand presence, it also provided Mattel with substantial royalty payments for decades. This approach helped solidify Barbie’s status as a cultural icon and enabled her to become a lucrative asset for Mattel (Rogers). Sixty-five years later, Barbie has 99% global brand awareness. In 2021, Mattel shipped more than 86 million Barbies globally, manufacturing 164 Barbies a minute (Tomkins). In 2022, Barbie generated gross sales of US$1.49 billion (Statista 2023). With this fiscal longevity and brand recognition, the success of the Barbie film is not surprising. The 2023 film, directed by Greta Gerwig and starring Australian Margot Robbie as Barbie and Canadian Ryan Gosling as Ken, as of March 2024 has a global box office revenue of US$1.45 billion, making it the 14th most successful movie of all time and the most successful movie directed by a woman (Statista 2024). Contested Barbie Despite her popularity, Barbie has been the subject of controversy. Original Barbie’s proportions have been criticised for promoting an unrealistic body image (Thong). Barbie’s appearance has received numerous critiques for “representing an unrealistic beauty standard through its former limited skin tone and hair combination” (Lopez). The original Barbie’s measurements, if scaled to life-size, would mean Barbie is unusually tall and has a slim figure, with a height of 5 feet 9 inches, a waist of just 18 inches, and hips of approximately 33 inches. Her bust would measure around 32 inches with an under-bust of 22 inches, and her shoulder width would be approximately 28 inches. Original Barbie’s legs, which are proportionally longer than an average human’s, would make up more than half her height (Thong). A 1996 Australian study scaled Barbie and Ken to adult sizes and compared this with the physical proportions of a range of women and men. They found that the likelihood of finding a man of comparable shape to Ken was 1 in 50. Barbie was more problematic. The chance of a woman being the same proportion as Barbie was 1 in 100,000 (Norton et al. 287). In 2011, The Huffington Post’s Galia Slayen built a life-sized Barbie based on Barbie’s body measurements for National Eating Disorder Awareness Week. Slayen concluded that “if Barbie was a real woman, she’d have to walk on all fours due to her proportions”. One report found that if Barbie’s measurements were those of a real woman her “bones would be so frail, it would be impossible for her to walk, and she would only have half a liver” (Golgowski). A 2006 study found that Barbie is a “possible cause” for young girls’ “body dissatisfaction”. In this study, 162 girls from age 5 to 8 were exposed to images of a thin doll (Barbie), a plus-size doll (US doll Emme, size 16), or no doll, and then completed assessments of body image. Girls exposed to Barbie reported “lower body esteem and greater desire for a thinner body shape than girls in the other exposure conditions”. The study concluded that “early exposure to dolls epitomizing an unrealistically thin body ideal may damage girls' body image, which would contribute to an increased risk of disordered eating and weight cycling” (Dittman and Halliwell 283). Another study in 2016 found that “exposure to Barbie” led to “higher thin-ideal internalization”, but found that Barbie had no “impact on body esteem or body dissatisfaction” (Rice et al. 142). In response to such criticism, Mattel slowly introduced a variety of Barbie dolls with more diverse body types, including tall, petite, and curvy models (Tamkin). These changes aim to reflect a broader range of beauty standards and promote a more positive body image. Barbie has always had to accommodate social norms. For this reason, Barbie always must have underpants, and has no nipples. One of the reasons why Ruth Handler’s husband Elliott (also a co-founder of Mattel) was initially against producing the Barbie doll was that she had breasts, reportedly saying mothers would not buy their daughters a doll with breasts (Gerber). Margot Robbie, on playing Barbie, told one news outlet that while Barbie is “sexualized”, she “should never be sexy” (Aguirre). Early prototypes of Barbie made in Japan in the 1950s sexualised her body, leaving her to look like a prostitute. In response, Mattel hired film make-up artist Bud Westmore to redo Barbie’s face and hair with a softer look. Mattel also removed the nipples from the prototypes (Gerber). Barbie’s body and fashion have always seemed to “replicate history and show what was what was happening at the time” (Mowbray), and they also reflect how the female body is continually surveilled. Feminists have had a long history of criticism of Barbie, particularly her projection of the thin ideal. At the 1970 New York Women’s Strike for Equality, feminists shouted “I am not a Barbie doll!” Such debates exemplify the role and impact of toys in shaping and reforming societal norms and expectations. Even the more recent debates regarding the 2023 Barbie film show that Barbie is still a “lightning rod for the messy, knotty contradictions of feminism, sexism, misogyny and body image” (Chappet). Decades of criticism about Barbie, her meaning and influence, have left some to ask “Is Barbie a feminist icon, or a doll which props up the patriarchy?” Of course, she’s both, because “like all real women, Barbie has always been expected to conform to impossible standards” (Chappet). Diversifying Barbie Over the decades Mattel has slowly changed Barbie’s body, including early versions of a black Barbie-like dolls in the 1960s and 1970s such as Francie, Christie, Julia, and Cara. However, it was not until 1980 that Mattel introduced the first black Barbie. African American fashion designer Kitty Black-Perkins, who worked for Mattel from 1971, was the principal designer for black Barbie, saying that “there was a need for the little Black girl to really have something she could play with that looked like her” (cited in Lafond). Black Barbie was marketed as She’s black! She’s beautiful! She’s dynamite! The following year, Asian Barbie was introduced. She was criticised for her nondescript country of origin and dressed in an “outfit that was a mishmash of Chinese, Korean and Japanese ethnic costumes” (Wong). More recently, the Asian Barbies were again criticised for portraying stereotypes, with a recent Asian Barbie dressed as a veterinarian caring for pandas, and Asian violinist Barbie with accompanying violin props, reflecting typical stereotypes of Asians in the US (Wong). In 2016, Mattel introduced a range of Barbie and Ken dolls with seven body types, including more curvy body shapes, 11 skin tones and 28 hairstyles (Siazon). In 2019, other Barbie body types appeared, with smaller busts, less defined waist, and more defined arms. The 2019 range also included Barbies with permanent physical disabilities, one using a wheelchair and one with a prosthetic leg (Siazon). Wheelchair Barbie comes with a wheelchair, and her body has 22 joints for body movement while sitting in the wheelchair. The Prosthetic Barbie comes with a prosthetic leg which can be removed, and was made in collaboration with Jordan Reeve, a 13-year-old disability activist born without a left forearm. In 2020, a No Hair Barbie and a Barbie with the skin condition vitiligo were introduced, and in 2022, Hearing Aid Barbie was also launched. In 2022 other changes were made to Barbie’s and Ken’s bodies, with bodies that became fuller figured and Kens with smaller chests and less masculine body shapes (Dolan). Down Syndrome Barbie was released in 2023, designed in collaboration with the US National Down Syndrome Society to ensure accurate representation. By 2024, Barbie dolls come in 35 skin tones, 97 hairstyles, and nine body types (Mattel 2024). Spanning hundreds of iterations, today the Barbie doll is no longer a homogenous, blond-haired, blue-eyed toy, but rather an evolving social phenomenon, adapting with the times and the markets Mattel expands into. With dolls of numerous ethnicities and body types, Barbie has also embraced inclusivity, catering to the plethora of different consumers across the world (Green and Gellene 1989). Career Barbie While not dismissing Barbie’s problematic place in feminist, gender and racial critiques, Barbie has always been a social influencer. Her early years were marked by a variety of makeovers and modernisations, as have recent changes to Barbie’s body, reflecting the changing social norms of the times. Stereotypical Barbie had her first major makeover in 1961, with her ponytail swapped for a short ‘Bubble Bob’ hairstyle inspired by Jackie Kennedy and Marilyn Monroe, reflecting women’s emerging social independence (Foreman). In the early 1970s, Barbie’s original demure face with averted eyes was replaced by a new one that “depicted confidence and a forward-facing gaze” (Vander Bent). Her “soft look” was a departure from the mature image of the original 1959 Barbie (Lafond). The ‘soft look’ on Malibu Barbie with her newly sculpted face featured an open smile for the first time, as well as sun-tanned, make-up free skin and sun-kissed blonde hair. The disappearance of Barbie’s coy, sideways glance and the introduction of forward-looking eyes was a development “welcomed by feminists” (Ford). Barbie’s early makeovers, along with her fashion and accessories, including her homes, cars, and pets, contributed to shaping her image as a fashionable and independent woman. Barbie’s various careers and roles have been used to promote ideas of female empowerment. From astronaut to presidential candidate, Barbie has broken barriers in traditionally male-dominated fields. However, the effectiveness of these efforts in promoting female empowerment is a topic of debate. The post-war period in America saw a significant shift in the pattern of living, with a move from urban areas to the suburbs. This was facilitated by a robust post-war economy, favourable government policies like the GI Bill, and increasing urbanisation. The GI Bill played a crucial role by providing low-interest home loans to veterans, making home ownership accessible to a large segment of the population. It was a significant transformation of the American lifestyle and shaped the country’s socio-economic landscape. It is in this context that Barbie’s first Dreamhouse was introduced in the early 1960s, with its mid-century modern décor, hi-fi stereo, and slim-line furniture. This was at a time when most American women could not get a mortgage. Barbie got her first car in 1962, a peach-colored Austin-Healey 3000 MKII convertible, followed short afterwards by a Porsche 911. She has also owned a pink Jaguar XJS, a pink Mustang, a red Ferrari, and a Corvette. Barbie’s car choices of luxurious convertibles spoke to Barbie’s social and economic success. In 1998, Barbie became a NASCAR driver and also signed up to race in a Ferrari in the Formula 1. Barbie’s ‘I Can Be Anything’ range from 2008 was designed to draw kids playing with the dolls toward ambitious careers; one of those careers was as a race car driver (Southwell). While Barbie’s first job as a baby-sitter was not as glamourous or well-paying as her most of her other over 250 careers, it does reflect the cultural landscape Barbie was living in in the 1960s. Babysitter Barbie (1963) featured Barbie wearing a long, pink-striped skirt with ‘babysitter’ emblasoned along the hem and thick-framed glasses. She came with a baby in a crib, a telephone, bottles of soda, and a book. The book was called How to Lose Weight and had only two words of advice, ‘Don’t Eat’. Even though there was a backlash to the extreme dieting advice, Mattel included the book in the 1965 Slumber Party Barbie. Barbie wore pink silk pajamas with a matching robe and came prepared for her sleepover with toiletries, a mirror, the controversial diet book, and a set of scales permanently set at 110 pounds (approx. 50kg), which caused further backlash (Ford). Barbie’s early careers were those either acceptable or accessible to women of the era, such as the Fashion Designer Barbie (1960), Flight Attendant Barbie (1961), and Nurse Barbie (1962). However, in 1965 Barbie went into space, two years after cosmonaut Valentina Tereshkova became the first woman in space, and four years before the American moon landing. Barbie’s career stagnated in the 1970s, and she spends the decade being sports Barbie, perhaps as a response to her unpopularity among vocal second wave feminists and reflecting the economic downturn of the era. America’s shift to the right in the 1980s saw in the introduction of the Yuppie, the young urban professional who lived in the city, had a high-powered career, and was consumption-driven. More women were entering the workforce than ever before. Barbie also entered the workforce, spending less time doing the passive leisure of her earlier self (Ford). It also signals the beginning of neoliberalism in America, and a shift to individualism and the rise of the free market ethos. In 1985, Day-to-Night Barbie was sold as the first CEO Barbie who “could go from running the boardroom in her pink power suit to a fun night out on the town”. For Mattel she “celebrated the workplace evolution of the era and showed girls they could have it all”. But despite Barbie’s early careers, the focus was on her "emphasized femininity”, meaning that while she was now a career woman, her appearance and demeanor did not reflect her job. Astronaut Barbie (1985) is a good example of Barbie’s ‘emphasised femininity’ in how career Barbies were designed and dressed. Astronaut Barbie is clearly reflecting the fashion and culture trends of the 1980s by going into space in a “shiny, hot pink spacesuit”, comes with a second space outfit, a shiny “peplum miniskirt worn over silver leggings and knee-high pink boots” (Bertschi), and her hair is too big to fit into the helmet. A dark-skinned US Astronaut Barbie was released in 1994, which coincided with the start of the Shuttle-Mir Program, a collaboration between the US and Russia which between 1994 and 1998 would see seven American astronauts spend almost 1,000 days living in orbit with Russian cosmonauts on the Mir space station. Throughout the 1990s, Barbie increasingly takes on careers more typically considered to be male careers. But again, her femininity in design, dressing and packaging takes precedence over her career. Police Officer Barbie (1993), for example, has no gun or handcuffs. Instead, she comes with a "glittery evening dress" to wear to the awards dance where she will get the "Best Police Officer Award for her courageous acts in the community”. Police Office Barbie is pictured on the box "lov[ing] to teach safety tips to children". Barbie thus “feminizes, even maternalises, law enforcement” (Rogers 14). In 1992, Teen Talk Barbie was released. She had a voice box programmed to speak four distinct phrases out of a possible 270. She sold for US$25, and Mattel produced 350,000, expecting its popularity. The phrases included ‘I Love Shopping’ and ‘Math class is tough’. The phrase ‘Math class is tough’ was seen by many as reinforcing harmful stereotypes about girls and math. The National Council of American Teachers of Maths objected, as did the American Association of University Women (NYT 1992). In response to criticisms of the gendered representations of Barbie’s careers, Mattel have more recently featured Barbie in science and technology fields including Paleontologist Barbie (1996 and 2012), Computer Engineer Barbie (2010), Robotics Engineer Barbie (2018), Astrophysicist Barbie (2019), Wildlife Conservationist Barbie, Entomologist Barbie (2019), and Polar Marine Biologist Barbie (all in collaboration with National Geographic), Robotics Engineer Barbie (2018), Zoologist Barbie (2021), and Renewable Energy Barbie (2022), which go some way to providing representations that at least encompass the ideal that ‘Girls Can Do Anything’. Barbie over her lifetime has also taken on swimming, track and field, and has been a gymnast. Barbie was an Olympic gold medallist in the 1970s, with Mattel releasing four Barbie Olympians between 1975 and 1976, arguably cashing in on the 1976 Montreal Olympics. Gold Medal Barbie Doll Skier was dressed in a red, white, and blue ski suit completed with her gold medal. Gold Medal Barbie Doll is an Olympic swimmer wearing a red, white, and blue tricot swimsuit, and again wears an Olympic gold medal around her neck. The doll was also produced as a Canadian Olympian wearing a red and white swimsuit. Gold Medal Barbie Skater looks like Barbie Malibu and is dressed in a long-sleeved, pleated dress in red, white, and blue. The outfit included white ice skates and her gold medal. Mattel also made a Gold Medal P.J. Gymnast Doll who vaulted and somersaulted in a leotard of red, white, and blue tricot. She had a warm-up jacket with white sleeves, red cuffs, white slippers, and a gold medal. Mattel, as part of a licencing agreement with the International Olympic Committee, produced a range of toys for the 2020 Tokyo Olympics. The collection of five Barbies represented the new sports added to the 2020 Olympics: baseball and softball, sport climbing, karate, skateboarding, and surfing. Each Barbie was dressed in a sport-specific uniform and had a gold medal. Barbie Olympic Games Tokyo 2020 Surfer, for example, was dressed in a pink wetsuit top, with an orange surfboard and a Tokyo 2020 jacket. For the 2022 Winter Olympics and Paralympics, Mattel released a new collection of Barbie dolls featuring among others a para-skiing Barbie who sits on adaptive skis and comes with a championship medal (Douglas). As part of Mattel’s 2023 Barbie Career of the Year doll, the Women in Sports Barbie range shows Barbie in leadership roles in the sports industry, as manager, coach, referee, and sport reporter. General Manager Barbie wears a blue-and-white pinstripe suit accessorised with her staff pass and a smartphone. Coach Barbie has a pink megaphone, playbook, and wears a two-piece pink jacket and athletic shorts. Referee Barbie wears a headset and has a whistle. Sports Reporter Barbie wears a purple, geometric-patterned dress and carries a pink tablet and microphone (Jones). Political Barbie Barbie has run for president in every election year since 1992. The first President Barbie came with an American-themed dress for an inaugural ball and a red suit for her duties in the Oval Office. In 2016, Barbie released an all-female presidential ticket campaign set with a president and vice-president doll. The 2000 President Barbie doll wore a blue pantsuit and featured a short bob cut, red lipstick pearl necklace, and a red gown to change into, “presumably for President Barbie’s inaugural ball” (Lafond). This followed the introduction of UNICEF Ambassador Barbie in 1989. She is packaged as a member of the United States Committee for UNICEF (United Nations International Children’s Emergency Fund), which is mandated to provide humanitarian and development aid to children worldwide. Rather problematically, and again with a focus on her femininity rather than the importance of the organisation she represents, she wears a glittery white and blue full length ball gown with star patterning and a red sash. While some proceeds did go to the US Committee for UNICEF, the dressing and packaging featuring an American flag overshadows the career and its philanthropic message. The period signalled the end of the Cold War and was also the year the United States invaded Panama, resulting in a humanitarian disaster when US military forces attacked urban areas in order to overthrow the Noriega administration. Military Barbie Barbie has served in every US military branch (Sicard). Barbie joined the US army in 1989, wearing a female officer’s evening uniform, though with no sense of what she did. While it may be thought Barbie would increase female in interest in a military career, at the time more women were already enlisting that in any other period from the early 1970s to 2012 (Stillwell). Barbie rejoined the army for the 1990-1991 Gulf War, wearing a Desert Combat Uniform and the 101st Airborne "Screaming Eagle" patch, and serving as a medic. Barbie also joined the Air Force in 1990, three years before Jeannie Leavitt became the first female Air Force fighter pilot. Barbie wore a green flight suit and leather jacket, and gold-trimmed flight cap. She was a fighter pilot and in 1994, she joined the USAF aerial demonstration team, The Thunderbirds. Busy in the 1990s, she also enlisted in the US Navy wearing women's Navy whites. Marine Corps Barbie appeared in 1992, wearing service and conduct medals (Stillwell). All of Barbie’s uniforms were approved by the Pentagon (Military Women’s Memorial). The 2000 Paratrooper Barbie Special Edition was released with the packaging declaring “let’s make a support drop with first aid and food boxes”. She was dressed in undefined military attire which includes a helmet, dog tags, parachute, boots, and hairbrush. Barbie’s Influence In 2014, Barbie became a social media influencer with the launch of the @barbiestyle Instagram account, and in 2015, Barbie launched a vlog on YouTube to talk directly to girls about issues they face. The animated series features Barbie discussing a range of topics including depression, bullying, the health benefits of meditation, and how girls have a habit of apologising when they don’t have anything to be sorry about. The Official @Barbie YouTube channel has over eleven million global subscribers and 23 billion minutes of content watched, making Barbie the #1 girls’ brand on YouTube. Barbie apps average more than 7 million monthly active users and the Instagram count boasts over 2 million followers. The 2023 Barbie film really does attest to Barbie’s influence 70 years after her debut. Barbie, as this article has shown, is more than an influencer and more than a doll, if she ever really was only a doll. She is a popular culture icon, regardless of whether we love her or not. Barbie has sometimes been ahead of the game, and sometimes has been problematically represented, but she has always been influential. Her body, race, ability, careers, independence, and political aspirations have spoken different things to those who play with her. She is fiercely defended, strongly criticised, and shirks from neither. She is also liberating, empowering, straight, and queer. As the articles in this issue reflect, Barbie, it seems, really can be anything. Imagining and Interrogating Barbie in Popular Culture The feature article in this issue outlines how Australian Barbie fans in the 1960s expressed their creativity through the designing and making of their own wardrobes for the doll. Through examining articles from the Australian Women’s Weekly, Donna Lee Brien reveals this rich cultural engagement that was partly driven by thrift, and mostly by enjoyment. Eva Boesenberg examines the social and environmental effects of a plastic doll that is positioned as an ecological ambassador. While there is no doubt that climate change is one of our most pressing social issues, Boesenberg questions the motivations behind Barbie’s eco-crusade: is she an apt role-model to teach children the importance of environmental issues, or is this just a case of corporate greenwashing? Emma Caroll Hudson shifts the focus to entertainment, with an exploration of the marketing of the 2023 blockbuster film Barbie. Here she argues that the marketing campaign was highly successful, utilising a multi-faceted approach centred on fan participation. She highlights key components of the campaign to reveal valuable insights into how marketing can foster a cultural phenomenon. Revna Altiok’s article zooms in on the depiction of Ken in the 2023 film, revealing his characterisation to be that of a ‘manic pixie dream boy’ whose lack of identity propels him on a journey to self-discovery. This positioning, argues Altiok, pulls into focus social questions around gender dynamics and how progress can be truly achieved. Rachel Wang turns the spotlight to Asian identity within the Barbie world, revealing how from early iterations a vague ‘Oriental’ Barbie was accompanied by cultural stereotyping. Despite later, more nuanced interpretations of country-specific Asian dolls, problematic features remained embedded. This, Wang argues, positions Asian Barbies as the racial ‘other’. Kaela Joseph, Tanya Cook, and Alena Karkanias’s article examines how the 2023 Barbie film reflects different forms of fandom. Firstly, Joseph interrogates how the Kens’ patriarchal identity is expressed through acts of collective affirmational fandom. Here, individual fans legitimise their positions within the group by mastering and demonstrating their knowledge of popular culture phenomena. Joseph contrasts this with transformational fandom, which is based upon reimagining the source material to create new forms. The transformation of the titular character of the Barbie movie forms the basis of Eli S’s analysis. S examines how the metaphor of ‘unboxing’ the doll provides an avenue through which to understand Barbie’s metamorphosis from constrained doll to aware human as she journeys from the pink plastic Barbie Land to the Real World. Anna Temel turns her critical gaze to how the 2023 film attempts to reposition Barbie’s image away from gender stereotypes to a symbol of feminist empowerment. Director Greta Gerwig, Temel argues, critiques the ‘ideal woman’ and positions Barbie as a vehicle through which contemporary feminism and womanhood can be interrogated. Temel finds that this is not always successfully articulated in the depiction of Barbie in the film. The reading of the Barbie movie’s Barbie Land as an Asexual Utopia is the focus of Anna Maria Broussard’s article. Here Broussard draws the focus to the harmonious community of dolls who live without social expectations of sexuality. Barbie provides a popular culture reflection of the Asexual experience, expressed through Barbie’s rejection of a heteronormative relationship both in Barbie Land and the Real World. Completing this collection is Daisy McManaman’s article interrogating the multiple iterations of the doll’s embodied femininity. Incorporating an ethnographic study of the author’s relationship with the doll, McManaman uncovers that Barbie serves as a site of queer joy and a role model through which to enjoy and explore femininity and gender. These articles have been both intellectually stimulating to edit, and a joy. We hope you enjoy this collection that brings a new academic lens to the popular cultural phenomenon that is Barbie. References Aguirre, Abby. “Barbiemania! Margot Robbie Opens Up about the Movie Everyone’s Waiting For.” Vogue, 24 May 2023. 16 Mar. 2024 &lt;https://www.vogue.com/article/margot-robbie-barbie-summer-cover-2023-interview&gt;. Bertschi, Jenna. “Barbie: An Astronaut for the Ages.” Smithsonian National Air and Space Museum, 18 Jul. 2023. 11 Mar. 2024 &lt;https://airandspace.si.edu/stories/editorial/barbie-astronaut-ages&gt;. 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When we think of United Nations (UN) peacekeepers, the first image that is conjured in our mind is of an individual sporting a blue helmet or a blue beret (fig. 1). While simple and uncomplicated, these blue accessories represent an expression and an embodiment resembling that of a warrior, sent to bring peace to conflict-torn communities. UN peacekeeping first conceptually emerged in 1948 in the wake of the Arab-Israeli war that ensued following the United Kingdom’s relinquishing of its mandate over Palestine, and the proclamation of the State of Israel. “Forged in the crucible of practical diplomacy” (Rubinstein 16), unarmed military observers were deployed to Palestine to monitor the hostilities and mediate armistice agreements between Israel and its Arab neighbours. This operation, the United Nations Truce Supervision Organization (UNTSO), significantly exemplified the diplomatic and observational capabilities of military men, in line with the UN Charter’s objectives of international peace and security, setting henceforth a basic archetype for international peacekeeping. It was only in 1956, however, that peacekeeping formally emerged when armed UN forces deployed to Egypt to supervise the withdrawal of forces occupying the Suez Canal (informally known as the ‘Second Arab-Israeli’ war). Here, the formation of UN peacekeeping represented an international pacifying mechanism comprised of multiple third-party intermediaries whereby peaceful resolution would be achieved by transcending realist instincts of violence for political attainment in favour of applying a less-destructive liberal model of persuasion, compromise, and perseverance (Howard). ‘Blue helmet’ peacekeeping operations continue to be regarded by the UN as an integral subsidiary instrument of its organisation. At present, there are 12 active peacekeeping operations led by the UN Department of Peacekeeping across the world (United Nations Peacekeeping). Fig. 1: United Nations Mission in South Sudan (UNMISS) sporting blue berets (https://www.gov.uk/government/news/uk-troops-awarded-un-medals-for-south-sudan-peacekeeping-mission) But where did the blue helmets and berets originate from? Rubinstein details a surprisingly mundane account of the origins of the political accessory that is now a widely recognised symbol for UN peacekeepers’ uniforms. Peacekeepers’ uniforms initially emerged from the ad hoc need to distinguish UN troops from those of the armed forces in a distinctive dress during the 1947 UNTSO mission by any means and material readily available, such as armbands and helmets (Henry). The era of early peacekeeping operations also saw ‘observers’ carry UN flags and paint their vehicle white with ‘UN’ written in large black letters in order to distinguish themselves. The blue helmets specifically came to be adorned during the first peacekeeping operation in 1956 during the Suez crisis. At this time, Canada supplied a large number of non-combatant troops whose uniform was the same as the belligerent British forces, party to the conflict. An effort to thus distinguish the peacekeepers was made by spray-painting surplus World War II American plastic helmet-liners, which were available in quantity in Europe, blue (Urquhart; Rubenstein). The two official colours of the UN are ‘light blue’ and ‘white’. The unique light “UN” blue colour, in particular, was approved as the background for the UN flag in the 1947 General Assembly Resolution 167(II), alongside a white emblem depicting a map of the world surrounded by two olive branches. While the UN’s use of the colour was chosen as a “practical effect of identifying the Organization in areas of trouble and conflict, to any and all parties concerned”, the colour blue was also specifically chosen at this time as “an integral part of the visual identity of the organisation” representing “peace in opposition to red, for war” (United Nations). Blue is seen to be placed in antithesis to the colour red across several fields including popular culture, and even within politics, as a way to typically indicate conflict between two warring groups. Within popular culture, for example, many films in the science fiction, fantasy, or horror genres, use a clearly demarcated, dichotomous ‘red vs. blue’ colour scheme in their posters (fig. 2). This is also commonly seen in political campaign posters, for example during the 2021 US presidential election (fig. 3). Fig. 2: Blue and red colour schemes in film posters (left to right: Star Wars: The Force Awakens (2015), Captain Marvel (2019), and The Dead Don’t Die (2019)) Fig. 3: Biden (Democratic party) vs. Trump (Republican party) US presidential election (https://www.abc.net.au/news/2020-10-15/us-election-political-parties-explained-democrats-vs-republicans/12708296) This dichotomy can be traced back to the high Middle Ages between the fourteenth and seventeenth century where the colour blue became a colour associated with “moral implications”, rivalling both the colours black and red which were extremely popular in clothing during the eras of the late Middle Ages and early Renaissance (Pastoureau 85). This ‘moral metamorphosis’ in European society was largely influenced by the views of Christian Protestant reformers concerning the social, religious, and artistic use of the colour blue (Pastoureau). A shift in the use of blue and its symbolic connotations may also be seen, for example, in early Christian art and iconography, specifically those deriving from depictions of the Virgin Mary; according to Pastoureau (50), this provides the “clearest illustration of the social, religious, and artistic consequences of blue's new status”. Up until the eighteenth century, the colour blue, specifically ‘sky blue’ or light blue tones resemblant of the “UN” shade of blue, had minimal symbolic or aesthetic value, particularly in European culture and certainly amongst nobility and the upper levels of society. Historically, light blue was typically associated with peasants’ clothing. This was due to the fact that peasants would often dye their clothes using the pigment of the woad herb; however, the woad would poorly penetrate cloth fibres and inevitably fade under the effects of sunlight and soap, thereby resulting in a ‘bland’ colour (Pastoureau). Although the blue hues worn by the nobility and wealthy were typically denser and more solid, a “new fashion” for light blue tones gradually took hold at the courts of the wealthy and the bourgeoisie, inevitably becoming deeply anchored in Western European counties (Pastoureau). Here, the reorganisation of the colour hierarchy and reformulation of blue certainly resembles Pastoureau’s (10) assertion that “any history of colour is, above all, a social history”. Within the humanities, colour represents a social phenomenon and construction. Colour thus provides insights into the ways society assigns meaning to it, “constructs its codes and values, establishes its uses, and determines whether it is acceptable or not” (Pastoureau, 10). In this way, although colour is a naturally occurring phenomenon, it is also a complex cultural construct. That the UN and its subsidiary bodies, including the Department of Peacekeeping, deliberately assigned light blue as its official organisational colour therefore usefully illustrates a significant social process of meaning-making and cultural sociology. The historical transition of light blue’s association from one of poverty in and around the eighteenth century to one of wealth in the nineteenth century may perhaps also be indicative of the next transitional era for light blue in the twentieth and twenty-first centuries, representative of the amalgamation or unity between the two classes. Representing the ambitions not only of the organisation, but rather of the 193 member-states, of attaining worldwide peace, light blue may be seen as a colour of peace, as well as one of the people, for the people. This may be traced back, according to Pastoureau, as early as the Middle Ages where the colour blue was seen a colour of ‘peace’. Colours, however, do not solely determine social and cultural relevance in a given historical event. Rather, fabrics and clothing too offer “the richest and most diverse source of artifacts” in understanding history and culture. Artifacts such as UN peacekeepers’ blue berets and helmets necessarily incorporate economic, social, ideological, aesthetic, and symbolic aspects of both colour and material into the one complete uniform (Pastoureau). While the ‘UN blue’ is associated with peace, the beret, on the other hand, has been described as “an ally in the battlefield” (Kliest). The history of the beret is largely rooted in the armed forces – institutions typically associated with conflict and violence – and it continues to be a vital aspect of military uniforms worn by personnel from countries all around the globe. Given that the large majority of UN peacekeeping forces are made up of military personnel, peacekeeping, as both an action and an institution, thus adds a layer of complexity when discussing artifact symbolism. Here, a peacekeeper’s uniform uniquely represents the embodiment of an amalgamation of two traditionally juxtaposing concepts: peace, nurture, and diplomacy (often associated with ‘feminine’ qualities) versus conflict, strength, and discipline (often associated with ‘masculine’ qualities). A peacekeeper’s uniform thus represents the UN’s institutionalisation of “soldiers for peace” (Howard) who are, as former UN Secretary-General Dag Hammarskjold proclaimed, “the front line of a moral force” (BBC cited in Howard). Aside from its association with the armed forces, the beret has also been used as a fashion symbol by political revolutionaries, such as members of the ‘Black Panther Party’ (BPP) founded in the 1960s during the US Civil Rights Movement, as well as Che Guevara, prominent Leftist figure in the Cuban Revolution (see fig. 4). For, Rosabelle Forzy, CEO of beret and headwear fashion manufacturing company ‘Laulhère’, the beret is “emblematic of non-conformism … worn by people who create, commit, militate, and resist” (Kliest). Fig. 4: Berets worn by political revolutionaries (Left to right: Black Panthers Party (BPP) protesting outside of a New York courthouse (https://www.dailymail.co.uk/news/article-2988897/Black-Panther-double-cop-killer-sues-freedom-plays-FLUTE-Murderer-demands-parole-changed-fury-victim-s-widow.html), and portrait of Che Guevara) In a way, the UN’s ‘blue beret’ too bears a ‘non-conformist’ visage as its peacekeepers neither fit categorisations as ‘revolutionaries’ nor as traditional ‘soldiers’. Peacekeepers personify a cultural phenomenon that operates in a complex environment (Rubinstein). While peacekeepers retain their national military (usually camouflage) uniforms during missions, the UN headwear is a symbol of non-conformity in response to sociological preconceptions regarding military culture. In the case of peacekeeping, the implementation and longevity of peacekeepers’ uniforms has occurred through a process of what Rubinstein (50) refers to as ‘cultural’ or ‘symbolic inversion’ wherein traditional notions of military rituals and symbolism have been appropriated or ‘inverted’ and given a new meaning by the UN. In other words, the UN promotes the image of soldiers acting without the use of force in service of peace in order to encode an image of a “world transformed” through the contribution of peacekeeping toward the “elaboration of an image of an international community acting in a neutral, consensual manner” (Rubinstein, 50). Cultural inversion therefore creates a socio-political space wherein normative representations are reconfigured and conditioned as acceptable. Rubinstein argues, however, that the UN’s need to integrate individuals with such diverse backgrounds and perceptions into a collective peacekeeper identity can be problematic. Rubinstein (72) adds that the blue beret is the “most obvious evidence” of an ordinary symbol investing ‘legitimacy’ in peacekeeping through ritual repetition which still holds its cultural relevance to the present day. Arguably, institutional uniforms are symbols which profoundly shape human experience, validating contextual action according to the symbol’s meanings relevant to those wearing it. In this way, uniform symbolism not only allows us to make sense of our daily experiences, but allows us to construct and understand our identities and our interactions with others who are also part of the symbolic culture we are situated in. Consider, for example, a police officer. A police officer’s uniform not only grants them membership to the policing institution but also necessarily grants them certain powers, privileges, and jurisdictions within society which thereby impact on the way they see the world and interact with it. Necessarily, the social and cultural identity one acquires from wearing a specific uniform only effectively functions by “investing differences”, however large or small, into these symbols that “distinguish us from others” (Rubinstein, 74). For example, a policeman’s badge is a signifier that they are, in fact, part of an exclusive group that the majority of the citizenry are not. To this extent, the use of uniforms is not without its controversies or without the capacity to be misused as a tool of discrimination in a ‘them’ versus ‘us’ scenario. Referring to case regarding the beret, for example, in 2000 then US Army Chief of Staff, General Eric Shineski, announced that the black beret – traditionally worn exclusively by specialised US Army units such as ‘Rangers’ – would become a standardised part of the US Army uniform for all soldiers and would denote a “symbol of unity”. General Shineski’s decision for the new headgear symbolised “the half-million-strong army’s transition to a lighter, more agile force that can respond more rapidly to distant trouble spots” (Borger). This was, however, met with angry backlash particularly from the Rangers who stated that they “were being robbed of a badge of pride” as “the beret is a symbol of excellence … that is not to be worn by everybody” (Borger). Responses to the proposition pointed to the problem of ‘low morale’ that the military faced, which could not be fixed just by “changing hats” (Borger). In this case, the beret was identified and isolated as a tool for coordinating perceptions (Rubinstein, 78). Here, the use of uniforms is as much about being external identifiers and designating a group from another as it is about sustaining a group by means of perpetuating what Rubinstein conceptualises as ‘self-legitimation’. This occurs in order to ensure the survival of a group and is similarly seen as occurring within UN peacekeeping (Joseph &amp; Alex). Within peacekeeping the blue beret is an effective symbol used to perpetuate self-legitimacy across various levels of the UN which construct systems, or a ‘community’, of reinforcement largely rooted on organisational models of virtue and diplomacy. In the broadest sense, the UN promotes “a unique responsibility to set a global standard” in service to creating a unified and pacific world order (Guterres). As an integral instrument of international action, peacekeeping is, by extension, necessarily conditioned and supported by this cultural model whereby the actions of individual peacekeepers are strategically linked to the symbolic capital at the broadest levels of the organisation to manage the organisation’s power and legitimacy. The image of the peacekeeper, however, is fraught with problems and, as such, UN peacekeepers’ uniforms represent discrepancies and contradictions in the UN’s mission and organisational culture, particularly with relation to the UN’s symbolic construction of community and cooperation amongst peacekeepers. Given that peacekeeping troops are made up of individuals from different ethnic, cultural, and professional backgrounds, conditions for cultural interaction become challenging, if not problematic, and may necessarily lead to cross-cultural misunderstandings, miscommunication, and conflict. This applies to the context of peacekeeper deployment to host nations amongst local communities with whom they are also culturally unfamiliar (Rubinstein, "Intervention"). According to Rubinstein ("Intervention", 528), such operations may “create the conditions under which criminal activities or the institution of neo-colonial relationships can emerge”. Moncrief adds to this by also suggesting that a breakdown in conduct and discipline during missions may also contribute to peacekeepers engaging in violence during missions. Consequently, multiple cases of misdemeanour by UN peacekeepers have been reported across the years including peacekeeper involvement in bribery, weapons trading, and gold smuggling (Escobales). One of the most notorious acts of misconduct and violence that continues to be reported in the present day, however, is of peacekeepers perpetrating sexual exploitation and abuse against host women and children. Between 2004 and 2016, for example, “the UN received almost 2,000 allegations of sexual exploitation and abuse” (Essa). According to former chief of operations at the UN’s Emergency Co-ordination Centre, Andrew Macleod, this figure may be, however, much more disturbing, estimating in general that approximately “60,000 rapes had been carried out by UN staff in the past decade” (Zeffman). An article in the Guardian reported that a 12-year-old girl had been hiding in a bathroom during a house search in a Muslim enclave of the capital, Bangui [in the Central African Republic] … . A man allegedly wearing the blue helmet and vest of the UN peacekeeping forces took her outside and raped her behind a truck. (Smith &amp; Lewis) In the article, the assailant’s uniform (“the blue helmet and vest”) is not only described as literal imagery to contextualise the grave crime that was committed against the child. In evoking the image of the blue helmet and vest, the author highlights the uniform as a symbolic tool of power which was misused to perpetuate harm against the vulnerable civilian ‘other’. In this scenario, like many others, rather than representing peace and hope, the blue helmet (or beret) instead illustrates the contradictions of the UN peacekeeper’s uniform. Here, the uniform has consequently come to be associated as a symbol of violence, fear, and most significantly, betrayal, for the victim(s) of the abuse, as well as for much of the victim’s community. This discrepancy was also highlighted in a speech presented by former Ambassador of the UK Mission to the UN, Matthew Rycroft, who stated that “when a girl looks up to a blue helmet, she should do so not in fear, but in hope”. For many peacekeepers perpetrating sexual exploitation and abuse, particularly transactional sex, however, they “do not see themselves as abusing women”. This is largely to do with the power and privileges peacekeepers are afforded, such as ‘immunity’ – that is, a peacekeeper is granted immunity from trial or prosecution for criminal misconduct by the host nation’s judicial system. Over the years, scholarly research regarding peacekeepers’ immunity has highlighted a plethora of organisational problems within the UN, including lack of perpetrator accountability, and internal investigation or follow-up. More so, it has undoubtedly “contributed to a culture of individuals committing sexual violence knowing that they will get away with it” (Freedman). When a peacekeeper wears their uniform, they are thus imbued with the power and charged with the responsibility to properly embody and represent the values of the UN; “if [peacekeepers] don’t understand how powerful a position they are in, they will never understand what they do is actually wrong” (Elks). As such, unlike other traditional institutional uniforms, such as that of a soldier or a police officer, a peacekeeper’s uniform stands out as an enigma. One the one hand, peacekeepers channel the peaceful and passive organisational values of the UN by wearing the blue beret or helmet, whilst at the same time, they continue to sport the national military body uniform of their home country. Questions pertaining to the peacekeeper’s uniform arise and require further exploration: how can peacekeepers disassociate from their disciplined military personas and learnt combat skills if they continue to wear military camouflage during peacekeeping missions? Is the addition of the blue beret or helmet enough to reconfigure the body of the peacekeeper from one of violence, masculinity, and offence to that of peace, nurture, and diplomacy? Certainly, a range of factors are pertinent to an understanding of peacekeepers’ behaviour and group culture. But whether these two opposing identities can cohesively create or reconstitute a third identity using the positive skills and attributes of both juxtaposing institutions remains elusive. Nonetheless, the blue beret is a symbol of international hope, not only for vulnerable populations, but also for the world population collectively, as it represents neutral third-party member states working together to rebuild the world through non-combative means. References Borger, Julian. “Elite Forces Fear the Coming of the Egalitarian Beret.” The Guardian 19 Oct. 2000. &lt;https://www.theguardian.com/world/2000/oct/19/julianborger&gt;. Elks, Sonia. “Haitians Say Underaged Girls Were Abused by U.N. Peacekeepers.” Reuters 19 Dec. 2019. &lt;https://www.reuters.com/article/us-haiti-women-peacekeepers-idUSKBN1YM27W&gt;. Escobales, Roxanne. “UN Peacekeepers 'Traded Gold and Guns with Congolese rebels'.” The Guardian 28 Apr. 2008. &lt;https://www.theguardian.com/world/2008/apr/28/congo.unitednations&gt;. Essa, Azad. “Why Do Some Peacekeepers Rape? The Full Report.” Al Jazeera 10 Aug. 2017. &lt;https://www.aljazeera.com/features/2017/8/10/why-do-some-peacekeepers-rape-the-full-report&gt;. Freedman, Rosa. “Why Do peacekeepers Have Immunity in Sex Abuse Cases?” CNN 25 May 2015. &lt;https://edition.cnn.com/2015/05/22/opinions/freedman-un-peacekeepers-immunity/index.html&gt;. Guterres, António. Address to High-Level Meeting on the United Nations Response to Sexual Exploitation and Abuse. United Nations. 18 Sep. 2017. &lt;https://www.un.org/sg/en/content/sg/speeches/2017-09-18/secretary-generals-sea-address-high-level-meeting&gt;. Henry, Charles P. Ralph Bunche: Model Negro or American Other? New York: New York UP, 1999. Howard, Lise Morjé. Power in Peacekeeping. Cambridge: Cambridge UP, 2019. Joseph, Nathan, and Nicholas Alex. "The Uniform: A Sociological Perspective." American Journal of Sociology 77.4 (1972): 719-730. Kliest, Nicole. “Why the Beret Never Goes Out of Style.” TZR 6 April 2021. &lt;https://www.thezoereport.com/fashion/history-berets-hat-trend&gt;. Rubinstein, Robert A. "Intervention and Culture: An Anthropological Approach to Peace Operations." Security Dialogue 36.4 (2005): 527-544. DOI: 10.1177/0967010605060454. ———. Peacekeeping under Fire: Culture and Intervention. Routledge, 2015. Rycroft, Matthew. "When a Girl Looks Up to a Blue Helmet, She Should Do So Not in Fear, But in Hope." 10 Mar. 2016. &lt;https://www.gov.uk/government/speeches/when-a-girl-looks-up-to-a-blue-helmet-she-should-do-so-not-in-fear-but-in-hope&gt;. Smith, David, and Paul Lewis. "UN Peacekeepers Accused of Killing and Rape in Central African Republic." The Guardian 12 Aug. 2015. &lt;https://www.theguardian.com/world/2015/aug/11/un-peacekeepers-accused-killing-rape-central-african-republic&gt;. United Nations. :United Nations Emblem and Flag." N.d. &lt;https://www.un.org/en/about-us/un-emblem-and-flag&gt;. United Nations Peacekeeping. “Where We Operate.” N.d. &lt;https://peacekeeping.un.org/en/where-we-operate&gt;. Urquhart, Brian. Ralph Bunche: An American Life. New York: W.W. Norton &amp; Co. 1993. Zeffman, Henry. “Charity Sex Scandal: UN Staff ‘Responsible for 60,000 rapes in a Decade’.” The Times 14 Feb. 2018. &lt;https://www.thetimes.co.uk/article/un-staff-responsible-for-60-000-rapes-in-a-decade-c627rx239&gt;.