Academic literature on the topic 'Book-making (Betting)'

Medical research shows that the human body typically performs at its best during late afternoon hours, and that the results of National Football League (NFL) games can partly be explained by differences in these levels of performance, coined the circadian advantage, when teams based in different time zones play against each other. This paper uses an augmented version of Dare and Holland’s (2004) generalized model to provide evidence that a circadian advantage bias exists in the NFL betting market. Detailed betting data used here supports results from Levitt (2004) and Paul and Weinbach (2007) by showing that sports books make use of the bias by setting odds that bait bettors who are unaware of the circadian advantage into making what tends to be a losing wager on the disadvantaged team.

Daniel Blackshields, James Cronin, Bettie Higgs, Shane Kilcommins, Marian McCarthy and Anthony Ryan (eds.) (2015) How can we make higher-education curriculum relevant for diverse learners? Such a question lies at the heart of the conceptualisation of “integrative learning”. Building on work developed in America in the late 1990s and continued through research including Huber and Hutchings’s (2004) seminal Integrative Learning: Mapping the Terrain, Klein’s (2005) Integrative learning and interdisciplinary studies and Higgs, Kilcommins and Ryan’s (2010) Making Connections: Intentional Teaching for Integrative Learning, this edited book, Integrative Learning: International research and practice, perpetuates the development of a shared language around understanding integrative learning.

1. Make a list of things to do2. Copy list of things left undone from previous list3. Add items to list of new things needing to be done4. Add some of the things already done from previous list and immediately cross off so as to put off the feeling of an interminable list of never accomplishable tasks5. Finish writing list and sit back feeling an overwhelming sense of listlessnessIt started so well. Get up: make list: get on. But lists can breed listlessness. It can’t always be helped. The word “list” referring to a sequence of items comes from the Italian and French words for “strip”—as in a strip of material. The word “list” that you find in the compound “listlessness” comes from the old English word for pleasing (to list is to please and to desire). To be listless is to be without desire, without the desire to please. The etymologies of list and listless don’t correspond but they might seem to conspire in other ways. Oh, and by the way, ships can list when their balance is off.I list, like a ship, itemising my obligations to job, to work, to colleagues, to parenting, to family: write a reference for such and such; buy birthday present for eighty-year-old dad; finish article about lists – and so on. I forget to add to the list my necessary requirements for achieving any of this: keep breathing; eat and drink regularly; visit toilet when required. Lists make visible. Lists hide. I forget to add to my list all my worries that underscore my sense that these lists (or any list) might require an optimism that is always something of a leap of faith: I hope that electricity continues to exist; I hope my computer will still work; I hope that my sore toe isn’t the first sign of bodily paralysis; I hope that this heart will still keep beating.I was brought up on lists: the hit parade (the top one hundred “hit” singles); football leagues (not that I ever really got the hang of them); lists of kings and queens; lists of dates; lists of states; lists of elements (the periodic table). There are lists and there are lists. Some lists are really rankings. These are clearly the important lists. Where do you stand on the list? How near the bottom are you? Where is your university in the list of top universities? Have you gone down or up? To list, then, for some at least is to rank, to prioritise, to value. Is it this that produces listlessness? The sense that while you might want to rank your ten favourite films in a list, listing is something that is constantly happening to you, happening around you; you are always in amongst lists, never on top of them. To hang around the middle of lists might be all that you can hope for: no possibility of sudden lurching from the top spot; no urgent worries that you might be heading for demotion too quickly.But ranking is only one aspect of listing. Sometimes listing has a more flattening effect. I once worked as a cash-in-hand auditor (in this case a posh name for someone who counts things). A group of us (many of whom were seriously stoned) were bussed to factories and warehouses where we had to count the stock. We had to make lists of items and simply count what there was: for large items this was relatively easy, but for the myriad of miniscule parts this seemed a task for Sisyphus. In a power-tool factory in some unprepossessing town on the outskirts of London (was it Slough or Croydon or somewhere else?) we had to count bolts, nuts, washers, flex, rivets, and so on. Of course after a while we just made it up—guesstimates—as they say. A box of thousands of 6mm metal washers is a homogenous set in a list of heterogeneous parts that itself starts looking homogenous as it takes its part in the list. Listing dedifferentiates in the act of differentiating.The task of making lists, of filling-in lists, of having a list of tasks to complete encourages listlessness because to list lists towards exhaustiveness and exhaustion. Archives are lists and lists are often archives and archived. Those that work on lists and on archives constantly battle the fatigue of too many lists, of too much exhaustiveness. But could exhaustion be embraced as a necessary mood with which to deal with lists and archives? Might listlessness be something of a methodological orientation that has its own productivity in the face of so many lists?At my university there resides an archive that can appear to be a list of lists. It is the Mass-Observation archive, begun at the end of 1936 and, with a sizeable hiatus in the 1960s and 1970s, is still going today. (For a full account of Mass-Observation, see Highmore, Everyday Life chapter 6, and Hubble; for examples of Mass-Observation material, see Calder and Sheridan, and Highmore, Ordinary chapter 4; for analysis of Mass-Observation from the point of view of the observer, see Sheridan, Street, and Bloome. The flavour of the project as it emerges in the late 1930s is best conveyed by consulting Mass-Observation, Mass-Observation, First Year’s Work, and Britain.) It was begun by three men: the filmmaker Humphrey Jennings, the poet and sociologist Charles Madge, and the ornithologist and anthropologist-of-the-near Tom Harrisson. Both Jennings and Madge were heavily involved in promoting a form of social surrealism that might see buried forces in the coincidences of daily life as well as in the machinations and contingency of large political and social events (the abdication crisis, the burning of the Crystal Palace—both in late 1936). Harrisson brought a form of amateur anthropology with him that would scour football crowds, pub clientele, and cinema queues for ritualistic and symbolic forms. Mass-Observation quickly recruited a large group of voluntary observers (about a thousand) who would be “the meteorological stations from whose reports a weather-map of popular feeling can be compiled” (Mass-Observation, Mass-Observation 30). Mass-Observation combined the social survey with a relentless interest in the irrational and in what the world felt like to those who lived in it. As a consequence the file reports often seem banal and bizarre in equal measure (accounts of nightmares, housework routines, betting activities). When Mass-Observation restarted in the 1980s the surrealistic impetus became less pronounced, but it was still there, implicit in the methodology. Today, both as an on-going project and as an archive of previous observational reports, Mass-Observation lives in archival boxes. You can find a list of what topics are addressed in each box; you can also find lists of the contributors, the voluntary Mass-Observers whose observations are recorded in the boxes. What better way to give you a flavour of these boxes than to offer you a sample of their listing activities. Here are observers, observing in 1983 the objects that reside on their mantelpieces. Here’s one:champagne cork, rubber band, drawing pin, two hearing aid batteries, appointment card for chiropodist, piece of dog biscuit.Does this conjure up a world? Do we have a set of clues, of material evidence, a small cosmology of relics, a reduced Wunderkammer, out of which we can construct not the exotic but something else, something more ordinary? Do you smell camphor and imagine antimacassars? Do you hear conversations with lots of mishearing? Are the hearing aid batteries shared? Is this a single person living with a dog, or do we imagine an assembly of chiropodist-goers, dog-owners, hearing aid-users, rubber band-pingers, champagne-drinkers?But don’t get caught imagining a life out of these fragments. Don’t get stuck on this list: there are hundreds to get through. After all, what sort of an archive would it be if it included a single list? We need more lists.Here’s another mantelpiece: three penknives, a tube of cement [which I assume is the sort of rubber cement that you get in bicycle puncture repair kits], a pocket microscope, a clinical thermometer.Who is this? A hypochondriacal explorer? Or a grown-up boy-scout, botanising on the asphalt? Why so many penknives? But on, on... And another:1 letter awaiting postage stamp1 diet book1 pair of spare spectacles1 recipe for daughter’s home economics1 notepad1 pen1 bottle of indigestion tablets1 envelope containing 13 pence which is owed a friend1 pair of stick-on heels for home shoe repairing session3 letters in day’s post1 envelope containing money for week’s milk bill1 recipe cut from magazine2 out of date letters from schoolWhat is the connection between the daughter’s home economics recipe and the indigestion tablets? Is the homework gastronomy not quite going to plan? Or is the diet book causing side-effects? And what sort of financial stickler remembers that they owe 13p; even in 1983 this was hardly much money? Or is it the friend who is the stickler? Perhaps this is just prying...?But you need more. Here’s yet another:an ashtray, a pipe, pipe tamper and tobacco pouch, one decorated stone and one plain stone, a painted clay model of an alien, an enamelled metal egg from Hong Kong, a copper bracelet, a polished shell, a snowstorm of Father Christmas in his sleigh...Ah, a pipe smoker, this much is clear. But apart from this the display sounds ritualistic – one stone decorated the other not. What sort of religion is this? What sort of magic? An alien and Santa. An egg, a shell, a bracelet. A riddle.And another:Two 12 gauge shotgun cartridges live 0 spread Rubber plantBrass carriage clockInternational press clock1950s cigarette dispenser Model of Panzer MKIV tankWWI shell fuseWWI shell case ash tray containing an acorn, twelve .22 rounds of ammunition, a .455 Eley round and a drawing pinPhoto of Eric Liddell (Chariots of Fire)Souvenir of Algerian ash tray containing marbles and beach stonesThree 1930s plastic duck clothes brushesLetter holder containing postcards and invitations. Holder in shape of a cow1970s Whizzwheels toy carWooden box of jeweller’s rottenstone (Victorian)Incense holderWorld war one German fuse (used)Jim Beam bottle with candle thereinSol beer bottle with candle therein I’m getting worried now. Who are these people who write for Mass-Observation? Why so much military paraphernalia? Why such detail as to the calibrations? Should I concern myself that small militias are holding out behind the net curtains and aspidistra plants of suburban England?And another:1930s AA BadgeAvocado PlantWooden cat from MexicoKahlua bottle with candle there in1950s matchbook with “merry widow” cocktail printed thereonTwo Britain’s model cannonOne brass “Carronade” from the Carron Iron Works factory shopPhotography pass from Parkhead 12/11/88Grouse foot kilt pinBrass incense holderPheasant featherNovitake cupBlack ash tray with beach pebbles there inFull packet of Mary Long cigarettes from HollandPewter cocktail shaker made in ShanghaiI’m feeling distance. Who says “there in” and “there on?” What is a Novitake cup? Perhaps I wrote it down incorrectly? An avocado plant stirs memories of trying to grow one from an avocado stone skewered in a cup with one “point” dunked in a bit of water. Did it ever grow, or just rot? I’m getting distracted now, drifting off, feeling sleepy...Some more then – let’s feed the listlessness of the list:Wood sculpture (Tenerife)A Rubber bandBirdJunior aspirinToy dinosaur Small photo of daughterSmall paint brushAh yes the banal bizarreness of ordinary life: dinosaurs and aspirins, paint brushes and rubber bands.But then a list comes along and pierces you:Six inch piece of grey eyeliner1 pair of nail clippers1 large box of matches1 Rubber band2 large hair gripsHalf a piece of cough candy1 screwed up tissue1 small bottle with tranquillizers in1 dead (but still in good condition) butterfly (which I intended to draw but placed it now to rest in the garden) it was already dead when I found it.The dead butterfly, the tranquillizers, the insistence that the mantelpiece user didn’t actually kill the butterfly, the half piece of cough candy, the screwed up tissue. In amongst the rubber bands and matches, signs of something desperate. Or maybe not: a holding on (the truly desperate haven’t found their way to the giant tranquillizer cupboard), a keeping a lid on it, a desire (to draw, to place a dead butterfly at rest in the garden)...And here is the methodology emerging: the lists works on the reader, listing them, and making them listless. After a while the lists (and there are hundreds of these lists of mantle-shelf items) begin to merge. One giant mantle shelf filled with small stacks of foreign coins, rubber bands and dead insects. They invite you to be both magical ethnographer and deadpan sociologist at one and the same time (for example, see Hurdley). The “Martian” ethnographer imagines the mantelpiece as a shrine where this culture worships the lone rubber band and itinerant button. Clearly a place of reliquary—on this planet the residents set up altars where they place their sacred objects: clocks and clippers; ammunition and amulets; coins and pills; candles and cosmetics. Or else something more sober, more sombre: late twentieth century petite-bourgeois taste required the mantelpiece to hold the signs of aspirant propriety in the form of emblems of tradition (forget the coins and the dead insects and weaponry: focus on the carriage clocks). And yet, either way, it is the final shelf that gets me every time. But it only got me, I think, because the archive had worked its magic: ransacked my will, my need to please, my desire. It had, for a while at least, made me listless, and listless enough to be touched by something that was really a minor catalogue of remainders. This sense of listlessness is the way that the archive productively defeats the “desire for the archive.” It is hard to visit an archive without an expectation, without an “image repertoire,” already in mind. This could be thought of as the apperception-schema of archival searching: the desire to see patterns already imagined; the desire to find the evidence for the thought whose shape has already formed. Such apperception is hard to avoid (probably impossible), but the boredom of the archive, its ceaselessness, has a way of undoing it, of emptying it. It corresponds to two aesthetic positions and propositions. One is well-known: it is Barthes’s distinction between “studium” and “punctum.” For Barthes, studium refers to a sort of social interest that is always, to some degree, satisfied by a document (his concern, of course, is with photographs). The punctum, on the other hand, spills out from the photograph as a sort of metonymical excess, quite distinct from social interest (but for all that, not asocial). While Barthes is clearly offering a phenomenology of viewing photographs, he isn’t overly interested (here at any rate) with the sort of perceptional-state the viewer might need to be in to be pierced by the puntum of an image. My sense, though, is that boredom, listlessness, tiredness, a sort of aching indifference, a mood of inattentiveness, a sense of satiated interest (but not the sort of disinterest of Kantian aesthetics), could all be beneficial to a punctum-like experience. The second aesthetic position is not so well-known. The Austrian dye-technician, lawyer and art-educationalist Anton Ehrenzweig wrote, during the 1950s and 1960s, about a form of inattentive-attention, and a form of afocal-rendering (eye-repelling rather than eye-catching), that encouraged eye-wandering, scanning, and the “‘full’ emptiness of attention” (Ehrenzweig, The Hidden Order 39). His was an aesthetics attuned to the kind of art produced by Paul Klee, but it was also an aesthetic propensity useful for making wallpaper and for productively connecting to unconscious processes. Like Barthes, Ehrenzweig doesn’t pursue the sort of affective state of being that might enhance such inattentive-attention, but it is not hard to imagine that the sort of library-tiredness of the archive would be a fitting preparation for “full emptiness.” Ehrenzweig and Barthes can be useful for exploring this archival mood, this orientation and attunement, which is also a disorientation and mis-attunement. Trawling through lists encourages scanning: your sensibilities are prepared; your attention is being trained. After a while, though, the lists blur, concentration starts to loosen its grip. The lists are not innocent recipients here. Shrapnel shards pull at you. You start to notice the patterns but also the spaces in-between that don’t seem to fit sociological categorisations. The strangeness of the patterns hypnotises you and while the effect can generate a sense of sociological-anthropological homogeneity-with-difference, sometimes the singularity of an item leaps out catching you unawares. An archive is an orchestration of order and disorder: however contained and constrained it appears it is always spilling out beyond its organisational structures (amongst the many accounts of archives in terms of their orderings, see Sekula, and Stoler, Race and Along). Like “Probate Inventories,” the mantelpiece archive presents material objects that connect us (however indirectly) to embodied practices and living spaces (Evans). The Mass-Observation archive, especially in its mantelpiece collection, is an accretion of temporalities and spaces. More crucially, it is an accumulation of temporalities materialised in a mass of spaces. A thousand mantelpieces in a thousand rooms scattered across the United Kingdom. Each shelf is syncopated to the rhythms of diverse durations, while being synchronised to the perpetual now of the shelf: a carriage clock, for instance, inherited from a deceased parent, its brass detailing relating to a different age, its mechanism perpetually telling you that the time of this space is now. The archive carries you away to a thousand living rooms filled with the momentary (dead insects) and the eternal (pebbles) and everything in-between. Its centrifugal force propels you out to a vast accrual of things: ashtrays, rubber bands, military paraphernalia, toy dinosaurs; a thousand living museums of the incidental and the memorial. This vertiginous archive threatens to undo you; each shelf a montage of times held materially together in space. It is too much. It pushes me towards the mantelshelves I know, the ones I’ve had a hand in. Each one an archive in itself: my grandfather’s green glass paperweight holding a fragile silver foil flower in its eternal grasp; the potions and lotions that feed my hypochondria; used train tickets. Each item pushes outwards to other times, other spaces, other people, other things. It is hard to focus, hard to cling onto anything. Was it the dead butterfly, or the tranquillizers, or both, that finally nailed me? Or was it the half a cough-candy? I know what she means by leaving the remnants of this sweet. You remember the taste, you think you loved them as a child, they have such a distinctive candy twist and colour, but actually their taste is harsh, challenging, bitter. There is nothing as ephemeral and as “useless” as a sweet; and yet few things are similarly evocative of times past, of times lost. Yes, I think I’d leave half a cough-candy on a shelf, gathering dust.[All these lists of mantelpiece items are taken from the Mass-Observation archive at the University of Sussex. Mass-Observation is a registered charity. For more information about Mass-Observation go to http://www.massobs.org.uk/]ReferencesBarthes, Roland. Camera Lucida. Translated by Richard Howard. London: Fontana, 1984.Calder, Angus, and Dorothy Sheridan, eds. Speak for Yourself: A Mass-Observation Anthology 1937–1949. Oxford: Oxford UP, 1985.Ehrenzweig, Anton. The Psychoanalysis of Artistic Vision and Hearing: An Introduction to a Theory of Unconscious Perception. Third edition. London: Sheldon Press, 1965. [Originally published in 1953.]---. The Hidden Order of Art. London: Paladin, 1970.Evans, Adrian. “Enlivening the Archive: Glimpsing Embodied Consumption Practices in Probate Inventories of Household Possessions.” Historical Geography 36 (2008): 40-72.Highmore, Ben. Everyday Life and Cultural Theory. London: Routledge, 2002.---. Ordinary Lives: Studies in the Everyday. Abingdon: Routledge, 2011.Hubble, Nick. Mass-Observation and Everyday Life: Culture, History, Theory, Houndmills and New York: Palgrave, 2006.Hurdley, Rachel. “Dismantling Mantelpieces: Narrating Identities and Materializing Culture in the Home.” Sociology 40, 4 (2006): 717-733Mass-Observation. Mass-Observation. London: Fredrick Muller, 1937.---. First Year’s Work 1937-38. London: Lindsay Drummond, 1938.---. Britain. Harmondsworth: Penguin, 1939.Sekula, Allan. “The Body and the Archive.” October 39 (1986): 3-64.Sheridan, Dorothy, Brian Street, and David Bloome. Writing Ourselves: Mass-Observation and Literary Practices. Cresskill, New Jersey: Hampton Press, 2000.Stoler, Ann Laura. Race and the Education of Desire: Foucault’s History of Sexuality and the Colonial Order of Things. Durham and London: Duke UP, 1995. Stoler, Ann Laura. Along the Archival Grain: Epistemic Anxieties and Colonial Common Sense. Princeton: Princeton UP, 2009.

Introduction There are increasing levels of concern around the health of citizens within Western neo-liberal democracies like Britain, the USA, and Australia. These governmental concerns are made manifest by discursive mechanisms that seek to both survey and regulate the lifestyles, eating habits and exercise regimes of citizens. Such governmental imperatives have historically targeted schools with school food ranking high in the priorities of public health policy, particularly in regards to the fears around childhood obesity and related health problems (Gard and Wright, Rich, Vander Schee and Gard). However, more recently such concerns have spilled into the wider public arena in Australia where fears of an “obesity epidemic”, the revision of the “food pyramid” and recent calls that make it mandatory for fast food companies to display calorie/kilojoule content on menu boards illustrate the increasing levels to which governments seek to intervene regarding the health of citizens. Not only does the attempt to produce a healthy citizen take place within policy imperatives but also within popular culture. Here, we see healthy eating and diet shows becoming international brands. For example The Biggest Loser, where obese contestants embark on a televised diet and exercise regime, competing to lose the most weight in the shortest time, and also Jamie Oliver’s attempt to change the eating habits of the British has crossed the Atlantic to the USA. There is a sense of urgency embedded in many such discursive practices and an implication that, as a society, we need a “lifestyle change” to make us healthier. Reflecting this urgency is an increase in cookbooks that not only provide recipe ideas but also seek to intervene into our day-to-day conduct. The content of such books moves beyond ways of putting a meal together and into the territory of self-surveillance and regulation. In this way, then, cookbooks can be read as pedagogical. This particular brand of pedagogy, moreover, feeds into wider socio-political discourses around the governance of the self within our late modern context. This chapter will argue that many contemporary cookbooks attempt to enact governmental imperatives around health and nutrition and that, by doing this, they become pedagogical devices that translate governmental devices into the homes of their readers. By using a post-Foucauldian analytical framework, we will illustrate the ways in which Jane Kennedy’s cookbook, Fabulous Food, Minus the Boombah mobilises discourses of health, gender, risk, and food in a rich (but 99 per cent fat free) mix. Analytical Framework This paper draws upon Foucauldian governmentality studies and the ways in which discursive practices are enacted in order to position and offer an analysis of cookbooks as pedagogical devices that translate the work of government into readers’ homes. Foucault defined government as “the conduct of conduct” arguing that government relates to the “way in which the conduct of individuals or groups might be directed: the government of children, of souls, of communities, of families, of the sick […] to govern in this sense, is to structure the possible field of action” (220–1). Foucault argued that attempts to shape conduct occur within socio-historical moments and contexts (Gordon) and they are, therefore, subject to change. Within this article, we seek to understand the ways in which governmental imperatives around food and lifestyle are taken up by cookbook authors and the implications of this in terms of public pedagogies within our late-modern context. Public health is located within a myriad of governmental sites that attempt to regulate people’s lives. In deciphering how government sites operate as mechanisms of regulation in modern times, Miller and Rose suggest that we require: An investigation not merely of grand political schemata, or economic ambitions, or even of general slogans such as ‘state control’, nationalization, the free market, and the like, but of apparently humble and mundane mechanisms which appear to make it possible to govern […] the list is heterogeneous and is, in principle unlimited (32). Such investigations can be grouped under the umbrella of “governmentality studies”. To grasp “governmentality” is complex and requires an analytics that can span history, and reach across macro and micro contours to trace various linkages and connections forged between governmental rationalities, techniques and practices (Leahy, Assembling). For the purposes of this paper we will be offering an analytic of the humble cookbook and its potential role in the governance of the self, a technique vital to contemporary neo-liberal modes of governance. Neo-liberalism produces particular versions of health, citizenship, and individualism. Within neo-liberal governmental assemblages, public health policy operates as a key site for enacting what Miller and Rose label “government at a distance” (32) by working to facilitate the shifting of responsibility for the health of citizens from the State to the individual. The individual, however, does not instinctively know how to incorporate governmental hopes for a healthy lifestyle into their lives—it is here that the cookbook, as pedagogical device, is vital because it translates macro governmental hopes to the micro level, that is, into the kitchens of citizens. Both risk and expertise also work alongside neo-liberalism in the assemblage to render the problems of government both thinkable and calculable, and in turn, practical. We will see in the next section how Jane Kennedy, the author of Fabulous Food, Minus the Boombah deploys both popular notions of risk alongside her own experience and expertise (her lifelong “battle” with weight) in order to fold the (female) reader in to Kennedy’s particular approach to healthy eating. Pedagogy could be described as part of the “doing” of education, the means through which ideas are transmitted through and between learners and teachers. Like contemporary neo-liberal government, contemporary pedagogies can be understood as assemblages; that is, they are made up of competing, intersecting, contradictory and multiple elements. Pedagogy is a technical device through which these elements are translated and transmitted to its audience, be that school pupils, students, adult learners or citizens. Elizabeth Ellsworth argues that pedagogy is a “social relationship [that] is very close in. It gets right in there in your brain, your body, your heart, your sense of self, of the world, of others, and of possibilities and impossibilities in all those realms” (6). In other words, effective pedagogical devices are necessary contact points between ideas and the self; they inform relationships between the macro and the micro, thus shaping both the individual and the collective. The remainder of this paper will demonstrate how Fabulous Food, Minus the Boombah deploys popular discursive trends regarding food, health, gender, and citizenship as pedagogic tools that aim to cultivate a healthier subject. Food That Makes Your Arse Huge? “Boombah: (adj). Word to describe food that makes your arse huge” (Kennedy 5). Lifestyle, diet, and health books can be seen to have saturated the market over recent years in an almost epidemic-like way. This phenomenon both mirrors and informs governmental imperatives around the health and lifestyle of citizens. A recent visit to our local bookshop revealed that there appears to be a polarisation of texts relating to food, health, and wellbeing. Books that explicitly relate to health and health issues can be found in one section, and cookbooks in another. However, there are an increasing number of texts that blend the two genres and offer diet, health, and lifestyle tips along with recipe ideas and cooking techniques. Within this blend there is also variation; there are texts that offer a scientific exposition of food, nutrition, and diet, such as Ricotti and Connelly’s The Healthy Family Cookbook, a text which offers a twelve-chapter overview of current theories and practices around health and nutrition before offering recipe ideas designed to help the reader achieve and maintain a “healthy weight” (page). In addition there are also texts that fold particular approaches to weight-loss, such as Jenny Craig or The Biggest Loser, together with cooking. The input of celebrity chef Jamie Oliver to the mix has been well documented (see Pike; Leahy, Disgusting; Rawlins; Zimmet and James) and the influence of Oliver’s approachable style of writing can be found within many contemporary cookbooks, including Fabulous Food, Minus the Boombah, a text within which Jane Kennedy blends together cooking, health, and lifestyle into a paste that is bound together with a Bridget Jones-style confessional commentary on her own, personal struggles with weight and dieting. For example: “I love food. Always have. Unfortunately I love it about one kilo per month more than I should. Perhaps I should put it another way: the food I love seems to have more calories than I need over a month and a year and a lifetime … it adds up! Yep, I get FAT” (xi). This style can be read as a way of “getting right in” (Ellsworth 6), to enfold the reader into Kennedy’s world. It also may provide readers, particularly, as we will discus below, middle-class Anglo-Australian females, with a sense of solidarity in a struggle against weight gain. Kennedy often deploys the spectre of designer jeans that no longer fit as a way to further entice the reader to embrace the healthy eating regime promoted by the book. Kennedy draws upon notions of horror and disgust at the fat body (her own but, implicitly, also the readers). Horror and disgust are potent pedagogical devices that are often put to work in educational and health promotion settings in an attempt to lure people and their bodies into action (Leahy, Disgusting; Lupton). In many ways Kennedy’s cookbook can be read as public pedagogy—its aim is to teach the reader how to cook food that is “packed full of flavour but minus the boombah” (xxvii), or minus that which causes bodily harm and/or disgusting transformation. In order to achieve this, Kennedy deploys “expert knowledge” as she takes the reader on a journey through her own struggles with weight, fad diets and failure to epiphany—which for Kennedy was a personal trainer and a new approach to cooking, eating and lifestyle and her book is peppered with self help-style narrative devices, for example: The key to successful weight loss with this style of eating is to be organised. Disorganisation is the open door though which every second excuse (and French fry) slips. “Oh no, the stores are closed. Oh well, better order takeaway”. Don’t do it. There. Is. No. Good. Takeaway. Food. (Kennedy xxii, emphasis original). Several mechanisms are being deployed here. Firstly, she is inadvertently constructing the perfect western neo-liberal subject: organised, self-contained, disciplined, and able to make informed rational decisions around food type and purchase. Secondly, by predicting and addressing the reader’s perceived resistance, Kennedy reveals her moralistic overtones. We see the judgment of a rational, ordered subject versus a messy, disorganised, immoral (and fat) subject in a piling up of connotations that lead to the same conclusion: this healthy way is the best healthy way. Kennedy’s personal narrative within the text follows a trajectory of “awareness, struggle and epiphany” (Plummer 131) that often characterise the confessional stories that we tell about ourselves: “I ended up […] back at square one: overweight, staring down a year of chicken consommé dinners […] I finally grew a brain and motivated myself to see a personal trainer” (Kennedy xiv). Kennedy’s narrative is a familiar one and a Foucauldian reading of confession enables us to take the position that confession is imperative to the contemporary construction of self. Modes of confession have become increasingly diverse and reified through the era of reality TV, social networking and the “personal trauma” sub-genre of autobiographical memoir (Brien). Kennedy’s book deploys confession as a narrative device that, like her moralising about the dangers of take away food, attempts to fold the reader into her world and, as a result, reifies her approach to healthy eating and lifestyle. We can do it because she has done it. Through the confessional she is not only able to tell of her love of food but also of her understanding of it as risky. This can be outlined by drawing upon an extract we looked at earlier: “the food I love seems to have more calories than I need and over a month and a year and lifetime it adds up! Yep, I get FAT” (xi). Risk and expertise work alongside neo-liberal individualism in the governmental assemblage to render the problems of government both thinkable and calculable, and in turn, practical. Kennedy deploys both risk and expert knowledge in order to successfully demonstrate her understanding of healthy eating as a battleground that see her appetite and tastes at war with her waistline. She guides us through the various fad diets she has tried, through gaining weight while being pregnant, and the anguish of seeing her image reflected back at her through her career in television, until her epiphany: the realisation that in order to achieve and maintain a healthy weight a balance of healthy eating and exercise is required. These are convincing pedagogical strategies that encourage the reader to apply modes of self-governance that reflect wider, macro hopes for the healthy neo-liberal citizen and Kennedy’s status as TV celebrity within Australia. Her use of the colloquial term “boombah” makes hers a uniquely Australian endeavour. It is worth noting here that Kennedy’s brand of Australian humour and use of colloquialism is deeply entrenched with raced and classed assumptions about desirable body size and the economic and cultural capital of its readers. It is middle class white Anglo-Australian women who are being targeted by this book and, arguably, by this brand of public pedagogy. As with many contemporary cultural texts about cooking, Kennedy’s book promotes an: “upper-middle-class lifestyle enhanced by the appropriation of goods and commodities. All the while, real issues surrounding the life-sustaining reality of food are ignored” (Wright and Sandlin 406). The lifestyle promoted by Kennedy is classed in this way. She writes of Bettina Liano jeans, of working on the popular Australian television show A Current Affair, of drinking wine, and using goats cheese and kaffir lime leaves in her cooking. Her levels of economic and cultural capital are obvious, and this sets the scene well for the type of reader she is attempting to educate. Although she does not explicitly mention gender, her “Bridget Jones”-style confessions of dietary failure (though Kennedy succeeds where Bridget would inevitably continue to fail), the mention of cooking both children’s and adult’s dinners, and the illustrations throughout the book that feature children’s toys implicitly position her as a “typical modern woman” with a career and a family to boot. In terms of pedagogy, Kennedy’s book reflects contemporary governmental discourse around health, food and wellbeing. It is designed “to shape with some degree of deliberation aspects of our behaviour according to particular sets of norms and for a variety of ends” (Dean 18). It reflects government fears around obesity, portion size, calorific content, and body shape. Pike and Leahy argue that food pedagogies provide government, and in this case the individual, with opportunities to shape, sculpt, mobilise, and work through the food choices, desires and aspirations, needs, wants, and lifestyles of parents, families, and children. The explicit intention of food pedagogies is to enlist the public into a process of “governmental self formation”: that is, “the ways in which various authorities and agencies seek to shape the conduct, aspirations, needs, desires and capacities of specified political and social categories, to enlist them in particular strategies and to seek definite goals” (Dean 563). Fabulous Food, Minus the Boombah then uses confession as a springboard to enlisting its readers into a healthier lifestyle and, more importantly, a healthier, risk aversive relationship with food. It individualises this struggle, and, like all good neo-liberal subjects, presents a healthy diet as an individual struggle: This way of cooking and eating works for me […] I feel much healthier and happier and I’ve got a lot more energy […] These recipes have to be better for you than chowing down a creepy bowl of 2 minute noodles and an entire pack of Tim Tams (yes, it’s time to let go). Be disciplined, even if you’ve struggled before. And if you really can’t live without your nightly routine of creamy pasta […] then bung this book back on the shelf. But stop whingeing about your huge arse (xix). This passage illustrates Kennedy’s pedagogy well, particularly the way in which her pedagogy is infused with neo-liberal discursive techniques. She positions herself as expert by stating that her way of cooking “works for me” as well as by deploying phrases like “I feel” and “I’ve got”. She then expertly shifts the reader’s focus from herself to the governance of the self by stating that it is up to the individual to be self-disciplined. Her pedagogy is littered with risk discourse as she informs us that you can continue to eat as you wish, but that there are consequences (a “huge arse”). This particular brand of risk discourse is gendered, as it is arguably mostly women who worry about the size of this part of their anatomy. One of the greatest contradictions of a neo-liberal approach to governance is that at the same time as promoting individual responsibility, there is also a strong emphasis on the collective. Kennedy reflects this throughout the book, as the above passage suggests. Her introductory section acts as a guide for the reader, who—once enfolded into Kennedy’s approach—she lets make their own way with encouragement. This is manifest in her final statements, “So let’s say goodbye to boombah. Go for it! And enjoy!” (xxvii). As pedagogy, then, Fabulous Food, Minus the Boombah attempts to cultivate and shape the reader’s choices around food by providing a practical means for transforming not only the reader’s food practices but also her image and self-esteem. This is achieved by the author’s supplement of supplying expert information, cooking skills, guidance, and incitement. Let’s Say Goodbye to Boombah? This paper has demonstrated how the contemporary cookbook can be read as pedagogy. In some ways the humble cookbook has always been pedagogical; seeking to teach the reader to make something that they previously did not, presumably, know how to, as well as providing cooking techniques and advice on the most suitable produce to use in particular recipes. However, in the contemporary moment, the cookbook arguably increasingly acts as a translation mechanism for governmental imperatives around food, health, and wellbeing. We have taken one cookbook amongst many as an illustration of our thesis. Jane Kennedy’s Fabulous Food Minus the Boombah is an Australian example of the neo-liberal project that lies at the heart of contemporary modes of governance of the population, but also, and more importantly, governance of the self. At the very heart of neo-liberalism is an imagined subject. That is, neo-liberalism needs and wants citizens to be autonomous, health seeking, enterprising, rational, choice-making individuals. The contemporary cookbook, it has been argued, can assist the individual in the production of a healthier-eating self. However, the more complex and intersecting aspects of selfhood—aspects such as socio-economic status, gender, location and ethnicity—are often absent from the construction of the healthy individual promoted by the contemporary cookbook. Above all, this paper has sought to problematise some of the dominant discourse around food, health, and wellbeing that can be found on the pages of the modern-day cookbook. References Brien, Donna Lee. “True Tales that Nurture: Defining Auto/Biographical Storytelling”. Australian Folklore 19 (2004): 84-95. Brien, Donna Lee, and Adele Wessel. “From ‘Training in Citizenship and Home-making’ to ‘Plating Pp’: Writing Australian Cookbooks for Younger Readers”. Ethical Imaginations: Writing Worlds: Refereed Papers of the 16th Annual Australasian Association of Writing Programs Conference. Canberra: AAWP, 2011. Dean, Mitchell. “Governing the Unemployed Self in an Active Society”. Economy and Society 24 (1995): 559–83. Dean, Mitchell. Governmentality: Power and Rule in Modern Society (2nd ed.). London: Sage, 2010. Ellsworth, Elizabeth. “Why Doesn’t This Feel Empowering? Working Through the Myths of Critical Pedagogy.” Feminisms and Critical Pedagogy. Ed. Luke, Carmen and Gore, Jennifer. New York: Routledge, 1992. 90–119. Foucault, Michel. “The Subject And Power.” Michel Foucault, Beyond Structuralism and Hermeneutics. Ed. Dreyfus, Hubert, and Paul Rabinow. Chicago: U of Chicago P, 1982. 208–26. Gard, Michael, and Jan Wright. The Obesity Epidemic: Science, Morality and Ideology. London: Routledge, 2005. Gordon, Colin. “Governmental Rationality: An Introduction”. The Foucault Effect: Studies in Governmentality. Eds. Burchell, Graham, Gordon, Colin, Foucault, Michel, and Miller, Peter. Chicago: U of Chicago P, 1991. 1–52. Kennedy, Jane. Fabulous Food Minus the Boombah. Melbourne: Hardie Grant, 2009. Leahy, Deana. “Assembling a Health[y] Subject.” Unpublished PhD Thesis. Melbourne: Deakin University, 2012. Leahy, Deana. “Disgusting Pedagogies.” Biopolitics and the Obesity Epidemic. Eds. Wright, Jan, and Harwood, Valerie. Routledge: New York, 2009. 172–83. Lupton, Deborah. Fat. New York: Routledge, 2012. Miller, Peter, and Rose, Nicholas. Governing the Present. Cambridge: Polity, 2008. Pike, Jo. “Junk Food Mums: Class, Gender and the Battle of Rawmarsh.” Fat Studies and Health at Every Size. Conference: Durham U, 2010. Pike, Jo, and Leahy, Deana. “School Food and the Pedagogies of Parenting”. Australian Journal of Adult Learning 52.3 (2012): 434–59.Plummer, Ken. Telling Sexual Stories. London: Routledge, 1995. Rawlins, Emma. “Citizenship, Health Education and the Obesity Crisis”. ACME: An International E-Journal for Critical Geographies 7 (2006). 18 Apr. 2013. ‹http://www.acme-journal.org›. Rich, Emma. (2010b). “Obesity Assemblages and Surveillance in Schools” International Journal of Qualitative Studies in Education 23 (2010): 803–21. Ricotti, Henry, and Connelly, Vincent. The Healthy Family Cookbook. New York: W.W. Norton, 2004. Vander Schee, Carol, and Michael Gard. “Editorial: Politics, Pedagogy and Practice in School Health Policy”. Policy Futures in Education 9 (2011): 307–14. Wright, Robin Redman, and Jennifer A. Sandlin. “You Are What You Eat!?: Television Cooking Shows, Consumption, and Lifestyle Practices as Adult Learning”. Honoring Our Past, Embracing Our Future: Proceedings of the 50th Annual Adult Education Research Conference. 2009: 402-407. 18 Apr. 2013. ‹http://digitalcommons.nl.edu/ace_aerc/1›. Zimmet, Paul Z., and James, Phillip W.T. “The Unstoppable Australian Obesity and Diabetes Juggernaut: What Should Politicians Do?”. Medical Journal of Australia 185 (2008): 187–8.

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

In light of the COVID-19 pandemic, where income has become precarious and Internet use has soared, the influencer industry has to strategise over new ways to sustain viewer attention, maintain income flows, and innovate around formats and messaging, to avoid being excluded from continued commercial possibilities. In this article, we review the press coverage of the influencer markets in Australia, Japan, and Korea, and consider how the industry has been attempting to navigate their way through the pandemic through deviations and detours. We consider the narratives and groups of influencers who have been included and excluded in shaping the discourse about influencer strategies in the time of COVID-19. The distinction between inclusion and exclusion has been a crucial mechanism to maintain the social normativity, constructed with gender, sexuality, wealth, able-ness, education, age, and so on (Stäheli and Stichweh, par. 3; Hall and Du Gay 5; Bourdieu 162). The influencer industry is the epitome of where the inclusion-exclusion binary is noticeable. It has been criticised for serving as a locus where social norms, such as femininity and middle-class identities, are crystallised and endorsed in the form of visibility and attention (Duffy 234; Abidin 122). Many are concerned about the global expansion of the influencer industry, in which young generations are led to clickbait and sensational content and normative ways of living, in order to be “included” by their peer groups and communities and to avoid being “excluded” (Cavanagh). However, COVID-19 has changed our understanding of the “normal”: people staying home, eschewing social communications, and turning more to the online where they can feel “virtually” connected (Lu et al. 15). The influencer industry also has been affected by COVID-19, since the images of normativity cannot be curated and presented as they used to be. In this situation, it is questionable how the influencer industry that pivots on the inclusion-exclusion binary is adjusting to the “new normal” brought by COVID-19, and how the binary is challenged or maintained, especially by exploring the continuities and discontinuities in industry. Methodology This cross-cultural study draws from a corpus of articles from Australia, Japan, and Korea published between January and May 2020, to investigate how local news outlets portrayed the contingencies undergone by the influencer industry, and what narratives or groups of influencers were excluded in the process. An extended discussion of our methodology has been published in an earlier article (Abidin et al. 5-7). Using the top ranked search engine of each country (Google for Australia and Japan, Naver for Korea), we compiled search results of news articles from the first ten pages (ten results per page) of each search, prioritising reputable news sites over infotainment sites, and by using targeted keyword searches: for Australia: ‘influencer’ and ‘Australia’ and ‘COVID-19’, ‘coronavirus’, ‘pandemic’; for Japan: ‘インフルエンサー’ (influensā) and ‘コロナ’ (korona), ‘新型コロ ナ’ (shin-gata korona), ‘コロナ禍’ (korona-ka); for Korea: ‘인플루언서’ (Influencer) and ‘코로나’ (corona) and ‘팬데믹’ (pandemic). 111 articles were collected (42 for Australia, 31 for Japan, 38 for Korea). In this article, we focus on a subset of 60 articles and adopt a grounded theory approach (Glaser and Strauss 5) to manually conduct open, axial, and close coding of their headline and body text. Each headline was translated by the authors and coded for a primary and secondary ‘open code’ across seven categories: Income loss, Backlash, COVID-19 campaign, Misinformation, Influencer strategy, Industry shifts, and Brand leverage. The body text was coded in a similar manner to indicate all the relevant open codes covered in the article. In this article, we focus on the last two open codes that illustrate how brands have been working with influencers to tide through COVID-19, and what the overall industry shifts were on the three Asia-Pacific country markets. Table 1 (see Appendix) indicates a full list of our coding schema. Inclusion of the Normal in Shifting Brand Preferences In this section, we consider two main shifts in brand preferences: an increased demand for influencers, and a reliance on influencers to boost viewer/consumer traffic. We found that by expanding digital marketing through Influencers, companies attempted to secure a so-called “new normal” during the pandemic. However, their marketing strategies tended to reiterate the existing inclusion-exclusion binary and exacerbated the lack of diversity and inequality in the industry. Increased Demand for Influencers Across the three country markets, brokers and clients in the influencer industry increased their demand for influencers’ services and expertise to sustain businesses via advertising in the “aftermath of COVID-19”, as they were deemed to be more cost-efficient “viral marketing on social media” (Yoo). By outsourcing content production to influencers who could still produce content independently from their homes (Cheik-Hussein) and who engage with audiences with their “interactive communication ability” (S. Kim and Cho), many companies attempted to continue their business and maintain their relationships with prospective consumers (Forlani). As the newly enforced social distancing measures have also interrupted face-to-face contact opportunities, the mass pivot towards influencers for digital marketing is perceived to further professionalise the industry via competition and quality control in all three countries (Wilkinson; S. Kim and Cho; Yadorigi). By integrating these online personae of influencers into their marketing, the business side of each country is moving towards the new normal in different manners. In Australia, businesses launched campaigns showcasing athlete influencers engaging in meaningful activities at home (e.g. yoga, cooking), and brands and companies reorganised their marketing strategies to highlight social responsibilities (Moore). On the other hand, for some companies in the Japanese market, the disruption from the pandemic was a rare opportunity to build connections and work with “famous” and “prominent” influencers (Yadorigi), otherwise unavailable and unwilling to work for smaller campaigns during regular periods of an intensely competitive market. In Korea, by emphasising their creative ability, influencers progressed from being “mere PR tools” to becoming “active economic subjects of production” who now can play a key role in product planning for clients, mediating companies and consumers (S. Kim and Cho). The underpinning premise here is that influencers are tech-savvy and therefore competent in creating media content, forging relationships with people, and communicating with them “virtually” through social media. Reliance on Influencers to Boost Viewer/Consumer Traffic Across several industry verticals, brands relied on influencers to boost viewership and consumer traffic on their digital estates and portals, on the premise that influencers work in line with the attention economy (Duffy 234). The fashion industry’s expansion of influencer marketing was noticeable in this manner. For instance, Korean department store chains (e.g. Lotte) invited influencers to “no-audience live fashion shows” to attract viewership and advertise fashion goods through the influencers’ social media (Y. Kim), and Australian swimwear brand Vitamin A partnered with influencers to launch online contests to invite engagement and purchases on their online stores (Moore). Like most industries where aspirational middle-class lifestyles are emphasised, the travel industry also extended partnerships with their current repertoire of influencers or international influencers in order to plan for the post-COVID-19 market recovery and post-border reopening tourism boom (Moore; Yamatogokoro; J. Lee). By extension, brands without any prior relationships with influencers, whcih did not have such histories to draw on, were likely to have struggled to produce new influencer content. Such brands could thus only rely on hiring influencers specifically to leverage their follower base. The increasing demand for influencers in industries like fashion, food, and travel is especially notable. In the attention economy where (media) visibility can be obtained and maintained (Duffy 121), media users practice “visibility labor” to curate their media personas and portray branding themselves as arbiters of good taste (Abidin 122). As such, influencers in genres where personal taste can be visibly presented—e.g. fashion, travel, F&B—seem to have emerged from the economic slump with a head start, especially given their dominance on the highly visual platform of Instagram. Our analysis shows that media coverage during COVID-19 repeated the discursive correlation between influencers and such hyper-visible or visually-oriented industries. However, this dominant discourse about hyper-visible influencers and the gendered genres of their work has ultimately reinforced norms of self-presentation in the industry—e.g. being feminine, young, beautiful, luxurious—while those who deviate from such norms seem to be marginalised and excluded in media coverage and economic opportunities during the pandemic cycle. Including Newness by Shifting Format Preferences We observed the inclusion of newness in the influencer scenes in all three countries. By shifting to new formats, the previously excluded and lesser seen aspects of our lives—such as home-based content—began to be integrated into the “new normal”. There were four main shifts in format preferences, wherein influencers pivoted to home-made content, where livestreaming is the new dominant format of content, and where followers preferred more casual influencer content. Influencers Have Pivoted to Home-Made Content In all three country markets, influencers have pivoted to generating content based on life at home and ideas of domesticity. These public displays of homely life corresponded with the sudden occurrence of being wired to the Internet all day—also known as “LAN cable life” (랜선라이프, lan-seon life) in the Korean media—which influencers were chiefly responsible for pioneering (B. Kim). While some genres like gaming and esports were less impacted upon by the pivot, given that the nature and production of the content has always been confined to a desktop at home (Cheik-Hussein), pivots occurred for the likes of outdoor brands (Moore), the culinary industry (Dean), and fitness and workout brands (Perelli and Whateley). In Korea, new trends such as “home cafes” (B. Kim) and DIY coffees—like the infamous “Dalgona-Coffee” that was first introduced by a Korean YouTuber 뚤기 (ddulgi)—went viral on social media across the globe (Makalintal). In Japan, the spike in influencers showcasing at-home activities (Hayama) also encouraged mainstream TV celebrities to open social media accounts explicitly to do the same (Kamada). In light of these trends, the largest Multi-Channel Network (MCN) in Japan, UUUM, partnered with one of the country’s largest entertainment industries, Yoshimoto Kogyo, to assist the latter’s comedian talents to establish a digital video presence—a trend that was also observed in Korea (Koo), further underscoring the ubiquity of influencer practices in the time of COVID-19. Along with those creators who were already producing content in a domestic environment before COVID-19, it was the influencers with the time and resources to quickly pivot to home-made content who profited the most from the spike in Internet traffic during the pandemic (Noshita). The benefits of this boost in traffic were far from equal. For instance, many others who had to turn to makeshift work for income, and those who did not have conducive living situations to produce content at home, were likely to be disadvantaged. Livestreaming Is the New Dominant Format Amidst the many new content formats to be popularised during COVID-19, livestreaming was unanimously the most prolific. In Korea, influencers were credited for the mainstreaming and demotising (Y. Kim) of livestreaming for “live commerce” through real-time advertorials and online purchases. Livestreaming influencers were solicited specifically to keep international markets continuously interested in Korean products and cultures (Oh), and livestreaming was underscored as a main economic driver for shaping a “post-COVID-19” society (Y. Kim). In Australia, livestreaming was noted among art (Dean) and fitness influencers (Dean), and in Japan it began to be adopted among major fashion brands like Prada and Chloe (Saito). While the Australian coverage included livestreaming on platforms such as Instagram, Facebook, YouTube, Twitch, and Douyin (Cheik-Hussein; Perelli and Whateley; Webb), the Japanese coverage highlighted the potential for Instagram Live to target young audiences, increase feelings of “trustworthiness”, and increase sales via word-of-mouth advertising (Saito). In light of reduced client campaigns, influencers in Australia had also used livestreaming to provide online consulting, teaching, and coaching (Perelli and Whateley), and to partner with brands to provide masterclasses and webinars (Sanders). In this era, influencers in genres and verticals that had already adopted streaming as a normative practice—e.g. gaming and lifestyle performances—were likely to have had an edge over others, while other genres were excluded from this economic silver lining. Followers Prefer More Casual Influencer Content In general, all country markets report followers preferring more casual influencer content. In Japan, this was offered via the potential of livestreaming to deliver more “raw” feelings (Saito), while in Australia this was conveyed through specific content genres like “mental or physical health battles” (Moore); specific aesthetic choices like appearing “messier”, less “curated”, and “more unfiltered” (Wilkinson); and the growing use of specific emergent platforms like TikTok (Dean, Forlani, Perelli, and Whateley). In Korea, influencers in the photography, travel, and book genres were celebrated for their new provision of pseudo-experiences during COVID-19-imposed social distancing (Kang). Influencers on Instagram also spearheaded new social media trends, like the “#wheredoyouwannago_challenge” where Instagram users photoshopped themselves into images of famous tourist spots around the world (Kang). Conclusion In our study of news articles on the impact of COVID-19 on the Australian, Japanese, and Korean influencer industries during the first wave of the pandemic, influencer marketing was primed to be the dominant and default mode of advertising and communication in the post-COVID-19 era (Tate). In general, specific industry verticals that relied more on visual portrayals of lifestyles and consumption—e.g. fashion, F&B, travel—to continue partaking in economic recovery efforts. However, given the gendered genre norms in the industry, this meant that influencers who were predominantly feminine, young, beautiful, and luxurious experienced more opportunity over others. Further, influencers who did not have the resources or skills to pivot to the “new normals” of creating content from home, engaging in livestreaming, and performing their personae more casually were excluded from these new economic opportunities. Across the countries, there were minor differences in the overall perception of influencers. There was an increasingly positive perception of influencers in Japan and Korea, due to new norms and pandemic-related opportunities in the media ecology: in Korea, influencers were considered to be the “vanguard of growing media commerce in the post-pandemonium era” (S. Kim and Cho), and in Japan, influencers were identified as critical vehicles during a more general consumer shift from traditional media to social media, as TV watching time is reduced and home-based e-commerce purchases are increasingly popular (Yadogiri). However, in Australia, in light of the sudden influx of influencer marketing strategies during COVID-19, the market seemed to be saturated more quickly: brands were beginning to question the efficiency of influencers, cautioned that their impact has not been completely proven for all industry verticals (Stephens), and have also begun to reduce commissions for influencer affiliate programmes as a cost-cutting measure (Perelli and Whateley). While news reports on these three markets indicate that there is some level of growth and expansion for various influencers and brands, such opportunities were not experienced equally, with some genres and demographics of influencers and businesses being excluded from pandemic-related pivots and silver linings. Further, in light of the increasing commercial opportunities, pressure for more regulations also emerged; for example, the Korean government announced new investigations into tax avoidance (Han). Not backed up by talent agencies or MCNs, independent influencers are likely to be more exposed to the disciplinary power of shifting regulatory practices, a condition which might have hindered their attempt at diversifying their income streams during the pandemic. Thus, while it is tempting to focus on the privileged and novel influencers who have managed to cling on to some measure of success during the pandemic, scholarly attention should also remember those who are being excluded and left behind, lest generations, cohorts, genres, or subcultures of the once-vibrant influencer industry fade into oblivion. References Abidin, Crystal. “#In$tagLam: Instagram as a repository of taste, a burgeoning marketplace, a war of eyeballs.” Mobile Media Making in an Age of Smartphones. Eds. Marsha Berry and Max Schleser. New York: Palgrave Pivot, 2014. 119-128. <https://doi.org/10.1057/9781137469816_11>. 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