Academic literature on the topic 'Charm City Cakes (Firm)'

<abstract> <p>The health care delivery system in Pakistan is in a process of rapid growth, and it consists of public and private sectors. The provincial government is preliminarily responsible for providing health care facilities within its province except in federally administered areas. In Pakistan, there are three tiers of governmental healthcare delivery systems, which comprise government, semi-government, and parastatal organizations. The purpose of this study is to understand the rapid increase in influx of patients in major city hospitals of the Punjab province. The reasons for patient flow towards the major city areas can vary, but our point of focus is mainly on those patients who are prescribed to get a computed tomography (CT) scan done for better diagnosis and early treatment, including but not limited to roadside accident cases. The study targets the define, measure, analyze, improve and control (DMAIC) problem solving approach to assess the potential cause of CT patient flow and the challenges that the health department is facing to cater to such a patient niche and process while minimizing the congestion in city government hospitals. The approach in this study summarizes with numerous quality tools like Voice of Customer (VOC) which is customer feedback, Customer Output Process Input and Supplier (COPIS) processes use for high-level process map to know what your customer value, Approver Resource Member Interested (ARMI) chart which is use to analyze the stakeholders on management of the project, evaluation with the help of fishbone diagram and house of quality, and for process improvement methodology we use the team brainstorming technique and the kaizen 5-why technique. The technique came up with an idea of a public-private partnership (PPP) project—partnership between public agency and private firm, as the health care industry in Punjab province is going through budgetary issues. In a PPP project, the Government will allocate the space to a private firm to build the facility on their own and provide quality service for CT scan diagnosis to the public of Punjab. The study identified the top 10 critical factors that the patients have expected from the government to be provided on priority. The Kaizen process improvement methodology has been adopted to provide the possible solution of government budgetary issues. The set of tools in this study can be adopted by other PPP projects to enhance the project performance.</p> </abstract>

This research aims to analyze the celebrity endorser on the performance of the Medan City cakes through brand equity as an intervening variable. The target population of the researcher is all people of Medan City who have bought one or more Medan City cakes, such as: Medan Napoleon, Medan Par Par, Bolu Toba Medan and Medan Mulaka at outlets/stores so the number can never be known. The research sample used 300 people, namely the people of Medan City who had bought one or more Medan City cakes, such as: Medan Napoleon, Medan Par Par, Bolu Toba Medan and Medan Mulaka at outlets/stores through the simple random sample method. The hypothesis tested in this study used the t value test. From the results of the tests that have been carried out, it can be obtained that the celebrity endorser variable on the firm performance variable through the brand equity as an intervening variable is a positive and significant relationship. Celebrity endorsers should reflect the company's value and it is hoped that celebrity endorsers will continue to improve their performance so that it creates trust and strong attraction by target consumers and can increase the brand equity of Medan City cakes.

Hotspots of Cultural InnovationIn the 1960s, a long list of poets, writers, and musicians flocked to the Chelsea Hotel, 222 West 23rd Street, New York (Tippins). Among them Bob Dylan, who moved in at the end of 1964, Leonard Cohen, who wrote Take This Longing dedicated to singer Nico there, and Patti Smith who rented a room there together with Robert Mapplethorpe in 1969 (Smith; Bell; Simmons). They all benefited not just from the low rents, but also from the close, often intimate, presence of other residents who inspired them to explore new creative paths. Around the same time, across the Atlantic, the Indica Bookshop and Gallery, 6 Mason’s Yard, London played a similar role as a meeting place for musicians, artists and hangers-on. It was there, on the evening of 9 November 1966, that John Lennon attended a preview of Yoko Ono's first big solo exhibition, Unfinished Paintings and Objects. Legend has it that the two met as Lennon was climbing up the ladder of Ono’s installation work ‘Ceiling Painting’, and reaching out to a dangling magnifying glass in order to take a closer look at the single word ‘YES’ scribbled on a suspended placard (Campbell). It was not just Lennon’s first meeting with Yoko Ono, but also his first run into conceptual art. After this fateful evening, both Lennon’s private life and his artistry would never be the same again. There is already a rich body of literature on the geography of music production (Scott; Kloosterman; Watson Global Music City; Verboord and Brandellero). In most cases, these studies deal with the city or neighbourhood scales. Micro-geographies of concrete places are rarer, with some notable exceptions that focus on recording studios and on specific venues (cf. Gibson; Watson et al.; Watson Cultural Production; van Klyton). Our approach focuses on concrete places that act more like third spaces – something in between or even combining living and working. Such places enable frequent face-to-face meetings, both planned and serendipitous, which are crucial for the exchange of knowledge. These two spaces represent iconic cultural hotspots where innovative artists, notably (pop) musicians, came together in the 1960s. Because of their many famous visitors and residents, both spaces are well documented in (auto)biographies, monographs on art scenes in London and New York, as well as in newspapers. Below, we will explore how these two spaces played an important role at a time of cultural revolution, by connecting people and scenes to the micro geography of concrete places and by functioning as nodes of knowledge exchange and, hence, as milieus of innovation.Art Worlds, Scenes and Places The romantic view that artists are solitary geniuses was discarded already long ago and replaced by a conceptualization that sees them as part of broader social configurations, or art worlds. According to Howard Becker (34), these art worlds consist “of all the people necessary to the production of the characteristic works” – in other words, not just artists, but also “support personnel” such as sound engineers, editors, critics, and managers. Without this “resource pool” the production of art would be virtually impossible. Art worlds are also about the consumption of art. The concept of scene has been used to articulate the local processes of taste making and reputation building, as they “provide ways of social belonging attuned to the demands of a culture in which individuals increasingly define themselves” (Silver et al. 2295). Individuals who share certain aesthetic preferences come together, both socially and spatially (Currid) and locations such as cafés and nightclubs offer important settings where members of an art world may drink, eat, meet, gossip, and exchange knowledge. The urban fabric provides an important backdrop for these exchanges: as Jane Jacobs (181) observed, “old ideas can sometimes use new buildings. New ideas must come from old buildings.” In order to function as relational spaces, these amenities have to meet two sets of conditions. The first set comprises the locational characteristics, which Durmaz identifies as centrality and proximity. The second set relates to socio-economic characteristics. From an economic perspective, the amenity has to be viable– either independently or through patronage or state subsidies. Becoming a cultural hotspot is not just a matter of good bookkeeping. The atmosphere of an amenity has to be tolerant towards forms of cultural and social experimentation and, arguably, even transgression. In addition, a successful space has to have attractors: persons who fulfil key roles in a particular art world in evaluation, curation, and gatekeeping. To what extent did the Indica Gallery and the Chelsea Hotel meet these two sets of conditions in the 1960s? We turn to this question now.A Hotel and a GalleryThe Indica Gallery and the Chelsea Hotel were both highly central – the former located right in the middle of St. James’s in the central London Borough of Westminster (cf. Kloosterman) and the latter close to Greenwich Village in Manhattan. In the post-war, these locations provided a vacant and fertile ground for artists, who moved in as firms and wealthier residents headed for the green suburbs. As Ramanathan recounts, “For artists, downtown New York, from Chambers Street in Tribeca to the Meatpacking District and Chelsea, was an ideal stomping ground. The neighbourhoods were full of old factories that had emptied out in the postwar years; they had room for art, if not crown molding and prewar charm” (Ramanathan). Similarly in London, “Despite its posh address the area [the area surrounding the Indica Gallery] then had a boho feel. William Burroughs, Brion Gysin and Anthony Blunt all had flats in the same street.” (Perry no pagination). Such central locations were essential to attract the desired attention and interest of key gatekeepers, as Barry Miles – one of Indica’s founding members - states: “In those days a gallery virtually had to be in Mayfair or else critics and buyers would not visit” (Miles 73). In addition, the Indica Gallery’s next-door neighbour was the Scotch of St James club. The then up and coming singer Marianne Faithfull, married to Indica founder John Dunbar, reportedly “needed to be seen” in this “trendy ‘in’ club for the new rock aristocracy” (Miles 73). Undoubtedly, their cultural importance was also linked to the fact that they were both located in well-connected budding global cities with a strong media presence (Krätke).Over and above location, these spaces also met important socio-economic conditions. In the 1960s, the neighbourhood surrounding the Chelsea Hotel was in transition with an abundance of available and affordable space. After moving out of the Chelsea Hotel, Patti Smith and Robert Mapplethorpe (Smith) had no difficulty finding a cheap loft to rent nearby. Rates in the Chelsea Hotel – when they were settled, that is - were incredibly low to current standards. According to Tippins (350), the typical Chelsea Hotel room rate in 1967 was $ 10 per week, which would amount to some $ 67.30 per week in 2013. Again, a more or less similar story can be told for the Indica Gallery. When Barry Miles, Peter Asher and John Dunbar founded the Gallery in September 1965, the premises were empty and the rent was low: "We paid 19 quid a week rent" according to John Dunbar (Perry). These cheap spaces provided fruitful economic conditions for cultural experimentation. Innovative relational spaces require not only accessibility in spatial and financial terms, but also an atmosphere conducive to cultural experimentation. This implies some kind of benevolent, preferably even stimulating, management that is willing and able to create such an atmosphere. At the Chelsea Hotel and Indica Gallery alike, those in charge were certainly not first and foremost focused on profit maximisation. Instead they were very much active members of the art worlds themselves, displaying a “taste for creative work” (Caves) and looking for ways in which their spaces could make a contribution to culture in a wider sense. This holds for Stanley Bard who ran the Chelsea Hotel for decades: “Working besides his father, Stanley {Bard} had gotten to know many of these people. He had attended their performances and exhibitions, read their books, and had been invited to their parties. Young and malleable, he soon came to see the world largely from their point of view” (Tippins 166). Such affinity with the artistic scene meant that Bard was more than accommodating. As Patti Smith recalls (100), “you weren’t immediately kicked out if you got behind on the rent … Mostly everybody owed Bard something”. While others recall a slightly less flexible attitude towards missed rents - “… the residents greatly appreciated a landlord who tolerated everything, except, quite naturally, a deficit” (Tippins 132) – the progressive atmosphere at the Chelsea was acknowledged by many others. For example, “[t]he greatest advantage of life at the Chelsea, [Arthur] Miller had to acknowledge, was that no one gave a damn what anyone else chose to do sexually” (Tippins 155).Similarly at the Indica Gallery, Miles, Asher and Dunbar were not first and foremost interested in making as much money as possible. The trio was itself drawn from various artistic fields: John Dunbar, an art critic for The Scotsman, wanted to set up an experimental gallery with Peter Asher (half of the pop duo Peter & Gordon) and Barry Miles (painter and writer). When asked about Indica's origins, Dunbar said: "There was a reason why we did Indica in the first place: to have fun" (Nevin). Recollections of the Gallery mention “a brew pot for the counterculture movement”, (Ramanathan) or “a haven for the free-wheeling imagination, a land of free expression and cultural collaboration where underground seeds were allowed to take root” (Campbell-Johnston).Part of the attraction of both spaces was the almost assured presence of interesting and famous persons, whom by virtue of their fame and appeal contributed to drawing others in. The roll calls of the Chelsea Hotel (Tippins) and of the Indica Gallery are impressive and partly overlapping: for instance, Allen Ginsberg was a notable visitor of the Indica Gallery and a prominent resident of the Chelsea Hotel, whereas Barry Miles was also a long-term resident of the Chelsea Hotel. The guest books read as a cultural who-is-who of the 1960s, spanning multiple artistic fields: there are not just (pop) musicians, but also writers, poets, actors, film makers, fashion designers, and assorted support personnel. If innovation in culture, as anywhere else, is coming up with new combinations and crossovers, then the cross-fertilisation fostered by the coming together of different art worlds in these spaces was conducive to these new combinations. Moreover, as the especially the biographies of Bob Dylan, Paul McCartney, Leonard Cohen, and Patti Smith testify, these spaces served as repositories of accessible cultural capital and as incubators for new ideas. Both Leonard Cohen and Patti Smith benefited from the presence of Harry Smith who curated the Anthology of American Music at the Chelsea Hotel. As Patti Smith (115) recalls: “We met a lot of intriguing people at the Chelsea but somehow when I close my eyes to think of them, Harry is always the first person I see”. Leonard Cohen was also drawn to Harry Smith: “Along with other assorted Chelsea residents and writers and music celebrities who were passing through, he would sit at Smith’s feet and listen to his labyrinthine monologue” (Simmons 197).Paul McCartney, actively scanning the city for new and different forms of cultural capital (Miles; Kloosterman) could tap into different art worlds through the networks centred on the Indica Gallery. Indeed he was credited with lending more than a helping hand to Indica over the years: “Miles and Dunbar bridged the gap between the avant-garde rebels and the rock stars of the day, principally through their friendship with Paul McCartney, who helped to put up the shop’s bookshelves, drew its flyers and designed its wrapping paper. Later when Indica ran into difficulties, he lent his friends several thousands of pounds to pay their creditors” (Sandbrook 526).Sheltered Spaces Inevitably, the rather lenient attitude towards money among those who managed these cultural breeding spaces led them to serious financial difficulties. The Indica Gallery closed two years after opening its doors. The Chelsea Hotel held out much longer, but the place went into a long period of decline and deterioration culminating in the removal of Stanley Bard as manager and banishment from the building in 2007 (Tippins). Notwithstanding their patchy record as viable business models, their role as cultural hotspots is beyond doubt. It is possibly because they offered a different kind of environment, partly sheltered from more mundane moneymaking considerations, that they could thrive as cultural hotspots (Brandellero and Kloosterman). Their central location, close to other amenities (such as night clubs, venues, cafés), the tolerant atmosphere towards deviant lifestyles (drugs, sex), and the continuous flow of key actors – musicians of course, but also other artists, managers and critics – also fostered cultural innovation. Reflecting on these two spaces nowadays brings a number of questions to the fore. We are witnessing an increasing upward pressure on rents in global cities – notably in London and New York. As cheap spaces become rarer, one may question the impact this will have on the gestation of new ideas (cf. Currid). If the examples of the Indica Gallery and the Chelsea Hotel are anything to go by, their instrumental role as cultural hotspots turned out to be financially unsustainable against the backdrop of a changing urban milieu. The question then is how can cities continue to provide the right set of conditions that allow such spaces to bud and thrive? As the Chelsea Hotel undergoes an alleged $40 million dollar renovation, which will turn it into a boutique hotel (Rich), the jury is still out on whether central urban locations are destined to become - to paraphrase John Lennon’s ‘In my life’, places which ‘had their moments’ – or mere repositories of past cultural achievements.ReferencesAnderson, P. “Watch this Space.” Sydney Morning Herald, 19 Apr. 2014.Becker, H.S. Art Worlds. Berkeley: University of California Press, 1982.Bell, I. Once upon a Time: The Lives of Bob Dylan. Edinburgh/London: Mainstream Publishing, 2012.Brandellero, A.M.C. The Art of Being Different: Exploring Diversity in the Cultural Industries. Dissertation. Amsterdam: University of Amsterdam, 2011.Brandellero, A.M.C., and R.C. Kloosterman. “Keeping the Market at Bay: Exploring the Loci of Innovation in the Cultural Industries.” Creative Industries Journal 3.1 (2010): 61-77.Campbell, J. “Review: A Life in Books: Barry Miles.” The Guardian, 20 Mar. 2010.Campbell-Johnston, R. “They All Wanted to Change the World.” The Times, 22 Nov. 2006Caves, R.E. Creative Industries: Contracts between Art and Commerce. Cambridge, Mass.: Harvard University Press, 2000.Currid, E. The Warhol Economy: How Fashion, Art, and Music Drive New York City. Princeton: Princeton University Press, 2007.Durmaz, S.B. “Analyzing the Quality of Place: Creative Clusters in Soho and Beyoğlu.” Journal of Urban Design 20.1 (2015): 93-124.Gibson, C. “Recording Studios: Relational Spaces of Creativity in the City.” Built Environment 31.3 (2005): 192-207.Hutton, T.A. Cities and the Cultural Economy. London/New York: Routledge, 2016.Jacobs, J. The Death and Life of Great American Cities, New York: Vintage Books, 1961.Jury, L. “Sixties Art Swings Back into London: Exhibition Brings to Life Decade of the 'Original Young British Artists'.” London Evening Standard, 3 Sep. 2013 Kloosterman, R.C. “Come Together: An Introduction to Music and the City.” Built Environment 31.3 (2005): 181-191.Krätke, S. “Global Media Cities in a World-Wide Urban Network.” European Planning Studies 11.6 (2003): 605-628.Miles, B. In the Sixties. London: Pimlico, 2003.Nevin, C. “Happening, Man!” The Independent, 21 Nov. 2006Norman, P. John Lennon: The Life. London: HarperCollins Publishers, 2008.Perry, G. “In This Humble Yard Our Art Boom was Born.” The Times, 11 Oct. 2006Ramanathan, L. “I, Y O K O.” The Washington Post, 10 May 2015.Rich, N. “Where the Walls Still Talk.” Vanity Fair, 8 Oct. 2013. Sandbrook, Dominic. White Heat: A History of Britain in the Swinging Sixties. London: Abacus, 2009. Scott, A.J. “The US Recorded Music Industry: On the Relations between Organization, Location, and Creativity in the Cultural Economy.” Environment and Planning A 31.11 (1999): 1965-1984.Silver, D., T.N. Clark, and C.J.N. Yanez . “Scenes: Social Context in an Age of Contingency.” Social Forces 88.5 (2010): 293-324.Simmons, S. I’m Your Man: The Life of Leonard Cohen. London: Jonathan Cape, 2012.Smith, P. Just Kids. London: Bloomsbury, 2010.Tippins, S. Inside the Dream Palace: The Life and Times of New York’s Legendary Chelsea Hotel. London/New York: Simon & Schuster, 2013.Van Klyton, A.C. “Space and Place in World Music Production.” City, Culture and Society 6.4 (2015): 101-108.Verboord, M., and A.M.C. Brandellero. “The Globalization of Popular Music, 1960-2010: A Multilevel Analysis of Music Flows.” Communication Research 2016. DOI: 10.1177/0093650215623834.Watson, A. “Global Music City: Knowledge and Geographical Proximity in London's Recorded Music Industry.” Area 40.1 (2008): 12-23.Watson, A. Cultural Production in and beyond the Recording Studio. London: Routledge, 2014.Watson, A., M. Hoyler, and C. Mager. “Spaces and Networks of Musical Creativity in the City.” Geography Compass 3.2 (2009): 856–878.

In 1999, the TV movie Shark Attack depicted an attack by mutant great white sharks on the population of Cape Town. By the time the third entry in the series, Shark Attack 3, aired in 2002, mutant great whites had lost their lustre and were replaced as antagonists with the megalodon: a giant shark originating not in any laboratory, but history, having lived from approximately 23 to 3.6 million years ago. The megalodon was resurrected again in May 2021 through a trifecta of events. A video of a basking shark encounter in the Atlantic went viral on the social media platform TikTok, due to users misidentifying it as a megalodon caught on tape. At the same time a boy received publicity for finding a megalodon tooth on a beach in South Carolina on his fifth birthday (Scott). And finally, the video game Stranded Deep, in which a megalodon is featured as a major enemy, was released as one of the monthly free games on the PlayStation Plus gaming service. These examples form part of a larger trend of alleged megalodon sightings in recent years, emerging as a component of the modern resurgence of cryptozoology. In the words of Bernard Heuvelmans, the Belgian zoologist who both popularised the term and was a leading figure of the field, cryptozoology is the “science of hidden animals”, which he further explained were more generally referred to as ‘unknowns’, even though they are typically known to local populations—at least sufficiently so that we often indirectly know of their existence, and certain aspects of their appearance and behaviour. It would be better to call them animals ‘undescribed by science,’ at least according to prescribed zoological rules. (1-2) In other words, a large aspect of cryptozoology as a field is taking the legendary creatures of non-Western mythology and finding materialist explanations for them compatible with Western biology. In many ways, this is a relic of the era of European imperialism, when many creatures of Africa and the Americas were “hidden animals” to European eyes (Dendle 200-01; Flores 557; Guimont). A major example of this is Bigfoot beliefs, a large subset of which took Native American legends about hairy wild men and attempted to prove that they were actually sightings of relict Gigantopithecus. These “hidden animals”—Bigfoot, Nessie, the chupacabra, the glawackus—are referred to as ‘cryptids’ by cryptozoologists (Regal 22, 81-104). Almost unique in cryptozoology, the megalodon is a cryptid based entirely on Western scientific development, and even the notion that it survives comes from standard scientific analysis (albeit analysis which was later superseded). Much like living mammoths and Bigfoot, what might be called the ‘megalodon as cryptid hypothesis’ serves to reinforce a fairy tale of its own. It reflects the desire to believe that there are still areas of the Earth untouched enough by human destruction to sustain massive animal life (Dendle 199-200). Indeed, megalodon’s continued existence would help absolve humanity for the oceanic aspect of the Sixth Extinction, by its role as an alternative apex predator; cryptozoologist Michael Goss even proposed that whales and giant squids are rare not from human causes, but precisely because megalodons are feeding on them (40). Horror scholar Michael Fuchs has pointed out that shark media, particularly the 1975 film Jaws and its 2006 video game adaptation Jaws Unleashed, are imbued with eco-politics (Fuchs 172-83). These connections, as well as the modern megalodon’s surge in popularity, make it notable that none of Syfy’s climate change-focused Sharknado films featured a megalodon. Despite the lack of a Megalodonado, the popular appeal of the megalodon serves as an important case study. Given its scientific origin and dynamic relationship with popular culture, I argue that the ‘megalodon as cryptid hypothesis’ illustrates how the boundaries between ‘hard’ science and mythology, fiction and reality, as well as ‘monster’ and ‘animal’, are not as firm as advocates of the Western science tradition might believe. As this essay highlights, science can be a mythology of its own, and monsters can serve as its gods of the gaps—or, in the case of megalodon, the god of the depths. Megalodon Fossils: A Short History Ancient peoples of various cultures likely viewed fossilised teeth of megalodons in the area of modern-day Syria (Mayor, First Fossil Hunters 257). Over the past 2500 years, Native American cultures in North America used megalodon teeth both as curios and cutting tools, due to their large size and serrated edges. A substantial trade in megalodon teeth fossils existed between the cultures inhabiting the areas of the Chesapeake Bay and Ohio River Valley (Lowery et al. 93-108). A 1961 study found megalodon teeth present as offerings in pre-Columbian temples across Central America, including in the Mayan city of Palenque in Mexico and Sitio Conte in Panama (de Borhegyi 273-96). But these cases led to no mythologies incorporating megalodons, in contrast to examples such as the Unktehi, a Sioux water monster of myth likely inspired by a combination of mammoth and mosasaur fossils (Mayor, First Americans 221-38). In early modern Europe, megalodon teeth were initially referred to as ‘tongue stones’, due to their similarity in size and shape to human tongues—just one of many ways modern cryptozoology comes from European religious and mystical thought (Dendle 190-216). In 1605, English scholar Richard Verstegan published his book A Restitution of Decayed Intelligence in Antiquities, which included an engraving of a tongue stone, making megalodon teeth potentially the subject of the first known illustration of any fossil (Davidson 333). In Malta, from the sixteenth through eighteenth centuries, megalodon teeth, known as ‘St. Paul’s tongue’, were used as charms to ward off the evil eye, dipped into drinks suspected of being poisoned, and even ground into powder and consumed as medicine (Zammit-Maempel, “Evil Eye” plate III; Zammit-Maempel, “Handbills” 220; Freller 31-32). While megalodon teeth were valued in and of themselves, they were not incorporated into myths, or led to a belief in megalodons still being extant. Indeed, save for their size, megalodon teeth were hard to distinguish from those of living sharks, like great whites. Instead, both the identification of megalodons as a species, and the idea that they might still be alive, were notions which originated from extrapolations of the results of nineteenth and twentieth century European scientific studies. In particular, the major culprit was the famous British 1872-76 HMS Challenger expedition, which led to the establishment of oceanography as a branch of science. In 1873, Challenger recovered fossilised megalodon teeth from the South Pacific, the first recovered in the open ocean (Shuker 48; Goss 35; Roesch). In 1959, the zoologist Wladimir Tschernezky of Queen Mary College analysed the teeth recovered by the Challenger and argued (erroneously, as later seen) that the accumulation of manganese dioxide on its surface indicated that one had to have been deposited within the last 11,000 years, while another was given an age of 24,000 years (1331-32). However, these views have more recently been debunked, with megalodon extinction occurring over two million years ago at the absolute latest (Pimiento and Clements 1-5; Coleman and Huyghe 138; Roesch). Tschernezky’s 1959 claim that megalodons still existed as of 9000 BCE was followed by the 1963 book Sharks and Rays of Australian Seas, a posthumous publication by ichthyologist David George Stead. Stead recounted a story told to him in 1918 by fishermen in Port Stephens, New South Wales, of an encounter with a fully white shark in the 115-300 foot range, which Stead argued was a living megalodon. That this account came from Stead was notable as he held a PhD in biology, had founded the Wildlife Preservation Society of Australia, and had debunked an earlier supposed sea monster sighting in Sydney Harbor in 1907 (45-46). The Stead account formed the backbone of cryptozoological claims for the continued existence of the megalodon, and after the book’s publication, multiple reports of giant shark sightings in the Pacific from the 1920s and 1930s were retroactively associated with relict megalodons (Shuker 43, 49; Coleman and Huyghe 139-40; Goss 40-41; Roesch). A Monster of Science and Culture As I have outlined above, the ‘megalodon as cryptid hypothesis’ had as its origin story not in Native American or African myth, but Western science: the Challenger Expedition, a London zoologist, and an Australian ichthyologist. Nor was the idea of a living megalodon necessarily outlandish; in the decades after the Challenger Expedition, a number of supposedly extinct fish species had been discovered to be anything but. In the late 1800s, the goblin shark and frilled shark, both considered ‘living fossils’, had been found in the Pacific (Goss 34-35). In 1938, the coelacanth, also believed by Western naturalists to have been extinct for millions of years, was rediscovered (at least by Europeans) in South Africa, samples having occasionally been caught by local fishermen for centuries. The coelacanth in particular helped give scientific legitimacy to the idea, prevalent for decades by that point, that living dinosaurs—associated with a legendary creature called the mokele-mbembe—might still exist in the heart of Central Africa (Guimont). In 1976, a US Navy ship off Hawaii recovered a megamouth shark, a deep-water species completely unknown prior. All of these oceanic discoveries gave credence to the idea that the megalodon might also still survive (Coleman and Clark 66-68, 156-57; Shuker 41; Goss 35; Roesch). Indeed, Goss has noted that prior to 1938, respectable ichthyologists were more likely to believe in the continued existence of the megalodon than the coelacanth (39-40). Of course, the major reason why speculation over megalodon survival had such public resonance was completely unscientific: the already-entrenched fascination with the fact that it had been a locomotive-sized killer. This had most clearly been driven home by a 1909 display at the American Museum of Natural History in New York City. There, Bashford Dean, an ichthyologist at the museum, reconstructed an immense megalodon jaw, complete with actual fossil teeth. However, due to the fact that Dean assumed that all megalodon teeth were approximately the same size as the largest examples medially in the jaws, Dean’s jaw was at least one third larger than the likely upper limit of megalodon size. Nevertheless, the public perception of the megalodon remained at the 80-foot length that Dean extrapolated, rather than the more realistic 55-foot length that was the likely approximate upper size (Randall 170; Shuker 47; Goss 36-39). In particular, this inaccurate size estimate became entrenched in public thought due to a famous photograph of Dean and other museum officials posing inside his reconstructed jaw—a photograph which appeared in perhaps the most famous piece of shark fiction of all time, Steven Spielberg’s 1975 film Jaws. As it would turn out, the megalodon connection was itself a relic from the movie’s evolutionary ancestor, Peter Benchley’s novel, Jaws, from the year before. In the novel, the Woods Hole ichthyologist Matt Hooper (played by Richard Dreyfuss in the film) proposes that megalodons not only still exist, but they are the same species as great white sharks, with the smaller size of traditional great whites being due to the fact that they are simply on the small end of the megalodon size range (257-59). Benchley was reflecting on what was then the contemporary idea that megalodons likely resembled scaled-up great white sharks; something which is no longer as accepted. This was particularly notable as a number of claimed sightings stated that the alleged megalodons were larger great whites (Shuker 48-49), perhaps circuitously due to the Jaws influence. However, Goss was apparently unaware of Benchley’s linkage when he noted in 1987 (incidentally the year of the fourth and final Jaws movie) that to a megalodon, “the great white shark of Jaws would have been a stripling and perhaps a between-meals snack” (36). The publication of the Jaws novel led to an increased interest in the megalodon amongst cryptozoologists (Coleman and Clark 154; Mullis, “Cryptofiction” 246). But even so, it attracted rather less attention than other cryptids. From 1982-98, Heuvelmans served as president of the International Society of Cryptozoology, whose official journal was simply titled Cryptozoology. The notion of megalodon survival was addressed only once in its pages, and that as a brief mention in a letter to the editor (Raynal 112). This was in stark contrast to the oft-discussed potential for dinosaurs, mammoths, and Neanderthals to remain alive in the present day. In 1991, prominent British cryptozoologist Karl Shuker published an article endorsing the idea of extant megalodons (46-49). But this was followed by a 1998 article by Ben S. Roesch in The Cryptozoology Review severely criticising the methodology of Shuker and others who believed in the megalodon’s existence (Roesch). Writing in 1999, Loren Coleman and Jerome Clark, arguably the most prominent post-Heuvelmans cryptozoologists, were agnostic on the megalodon’s survival (155). The British palaeozoologist Darren Naish, a critic of cryptozoology, has pointed out that even if Shuker and others are correct and the megalodon continues to live in deep sea crevasses, it would be distinct enough from the historical surface-dwelling megalodon to be a separate species, to which he gave the hypothetical classification Carcharocles modernicus (Naish). And even the public fascination with the megalodon has its limits: at a 24 June 2004 auction in New York City, a set of megalodon jaws went on sale for $400,000, but were left unpurchased (Couzin 174). New Mythologies The ‘megalodon as cryptid hypothesis’ is effectively a fairy tale born of the blending of science, mythology, and most importantly, fiction. Beyond Jaws or Shark Attack 3—and potentially having inspired the latter (Weinberg)—perhaps the key patient zero of megalodon fiction is Steve Alten’s 1997 novel Meg: A Novel of Deep Terror, which went through a tortuous development adaptation process to become the 2018 film The Meg (Mullis, “Journey” 291-95). In the novel, the USS Nautilus, the US Navy’s first nuclear submarine and now a museum ship in Connecticut, is relaunched in order to hunt down the megalodon, only to be chomped in half by the shark. This is a clear allusion to Jules Verne’s 20,000 Leagues under the Sea (1870), where his Nautilus (namesake of the real submarine) is less successfully attacked by a giant cuttlefish (Alten, Meg 198; Verne 309-17). Meanwhile, in Alten’s 1999 sequel The Trench, an industrialist’s attempts to study the megalodon are revealed as an excuse to mine helium-3 from the seafloor to build fusion reactors, a plot financed by none other than a pre-9/11 Osama bin Laden in order to allow the Saudis to take over the global economy, in the process linking the megalodon with a monster of an entirely different type (Alten, Trench 261-62). In most adaptations of Verne’s novel, the cuttlefish that attacks the Nautilus is replaced by a giant squid, traditionally seen as the basis for the kraken of Norse myth (Thone 191). The kraken/giant squid dichotomy is present in the video game Stranded Deep. In it, the player’s unnamed avatar is a businessman whose plane crashes into a tropical sea, and must survive by scavenging resources, crafting shelters, and fighting predators across various islands. Which sea in particular does the player crash into? It is hard to say, as the only indication of specific location comes from the three ‘boss’ creatures the player must fight. One of them is Abaia, a creature from Melanesian mythology; another is Lusca, a creature from Caribbean mythology; the third is a megalodon. Lusca and Abaia, despite being creatures of mythology, are depicted as a giant squid and a giant moray eel, respectively. But the megalodon is portrayed as itself. Stranded Deep serves as a perfect distillation of the megalodon mythos: the shark is its own mythological basis, and its own cryptid equivalent. References Alten, Steven. Meg: A Novel of Deep Terror. New York: Doubleday, 1997. Alten, Steven. The Trench. New York: Pinnacle Books, 1999. Atherton, Darren. Jaws Unleashed. Videogame. Hungary: Appaloosa Interactive, 2006. Benchley, Peter. Jaws: A Novel. New York: Doubleday, 1974. Coleman, Loren, and Jerome Clark. Cryptozoology A to Z: The Encyclopedia of Loch Monsters, Sasquatch, Chupacabras, and Other Authentic Mysteries of Nature. New York: Simon & Schuster, 1999. Coleman, Loren, and Patrick Huyghe. The Field Guide to Lake Monsters, Sea Serpents, and Other Mystery Denizens of the Deep. Los Angeles: TarcherPerigee, 2003. Couzin, Jennifer. “Random Samples.” Science 305.5681 (2004): 174. Davidson, Jane P. “Fish Tales: Attributing the First Illustration of a Fossil Shark’s Tooth to Richard Verstegan (1605) and Nicolas Steno (1667).” Proceedings of the Academy of Natural Sciences of Philadelphia 150 (2000): 329–44. De Borhegyi, Stephan F. “Shark Teeth, Stingray Spines, and Shark Fishing in Ancient Mexico and Central America.” Southwestern Journal of Anthropology 17.3 (1961): 273–96. Dendle, Peter. “Cryptozoology in the Medieval and Modern Worlds.” Folklore 117.2 (2006): 190–206. Flores, Jorge, “Distant Wonders: The Strange and the Marvelous between Mughal India and Habsburg Iberia in the Early Seventeenth Century.” Comparative Studies in Society and History 49.3 (2007): 553–81. Freller, Thomas. “The Pauline Cult in Malta and the Movement of the Counter-Reformation: The Development of Its International Reputation.” The Catholic Historical Review 85.1 (1999): 15–34. Fuchs, Michael. “Becoming-Shark? Jaws Unleashed, the Animal Avatar, and Popular Culture’s Eco-Politics.” Beasts of the Deep: Sea Creatures and Popular Culture. Jon Hackett and Seán Harrington. Bloomington: Indiana UP, 2018. 172–83. Goss, Michael. “Do Giant Prehistoric Sharks Survive?” Fate 40.11 (1987): 32–41. Guimont, Edward. “Hunting Dinosaurs in Central Africa.” Contingent Magazine, 18 Mar. 2019. 26 May 2021 <http://contingentmagazine.org/2019/03/18/hunting-dinosaurs-africa/>. Heuvelmans, Bernard. “What is Cryptozoology?” Trans. Ron Westrum. Cryptozoology 1 (1982): 1–12. Jaws. Dir. Steven Spielberg. Universal Pictures, 1975. Lowery, Darrin, Stephen J. Godfrey, and Ralph Eshelman. “Integrated Geology, Paleontology, and Archaeology: Native American Use of Fossil Shark Teeth in the Chesapeake Bay Region.” Archaeology of Eastern North America 39 (2011): 93–108. Mayor, Adrienne. The First Fossil Hunters: Dinosaurs, Mammoths, and Myth in Greek and Roman Times. Princeton: Princeton UP, 2000. Mayor, Adrienne. Fossil Legends of the First Americans. Princeton: Princeton UP, 2005. Meg, The. Dir. Jon Turteltaub. Warner Brothers, 2018. Mullis, Justin. “Cryptofiction! Science Fiction and the Rise of Cryptozoology.” The Paranormal and Popular Culture: A Postmodern Religious Landscape. Eds. Darryl Caterine and John W. Morehead. London: Routledge, 2019. 240–52. Mullis, Justin. “The Meg’s Long Journey to the Big Screen.” Jaws Unmade: The Lost Sequels, Prequels, Remakes, and Rip-Offs. John LeMay. Roswell: Bicep Books, 2020. 291–95. Naish, Darren. “Tales from the Cryptozoologicon: Megalodon!” Scientific American, 5 Aug. 2013. 27 May 2021 <https://blogs.scientificamerican.com/tetrapod-zoology/cryptozoologicon-megalodon-teaser/>. Pimiento, Catalina, and Christopher F. Clements. “When Did Carcharocles Megalodon Become Extinct? A New Analysis of the Fossil Record.” PLoS One 9.10 (2014): 1–5. Randall, John E. “Size of the Great White Shark (Carcharodon).” Science 181.4095 (1973): 169–70. Raynal, Michel. “The Linnaeus of the Zoology of Tomorrow.” Cryptozoology 6 (1987): 110–15. Regal, Brian. Searching for Sasquatch: Crackpots, Eggheads, and Cryptozoology. New York: Palgrave Macmillan, 2011. Roesch, Ben S. “A Critical Evaluation of the Supposed Contemporary Existence of Carcharodon Megalodon.” Internet Archive, 1999. 28 May 2021 <https://web.archive.org/web/20131021005820/http:/web.ncf.ca/bz050/megalodon.html>. Scott, Ryan. “TikTok of Giant Shark Terrorizing Tourists Ignites Megalodon Theories.” Movieweb, 27 May 2021. 28 May 2021 <https://movieweb.com/giant-shark-tiktok-video-megalodon/>. Shark Attack. Dir. Bob Misiorowski. Martien Holdings A.V.V., 1999. Shark Attack 3: Megalodon. Dir. David Worth. Nu Image Films, 2002. Shuker, Karl P.N. “The Search for Monster Sharks.” Fate 44.3 (1991): 41–49. Stead, David G. Sharks and Rays of Australian Seas. Sydney: Angus & Robertson, 1963. Stranded Deep. Australia: Beam Team Games, 2015. Thone, Frank. “Nature Ramblings: Leviathan and the Kraken.” The Science News-Letter 33.12 (1938): 191. Tschernezky, Wladimir. “Age of Carcharodon Megalodon?” Nature 184.4695 (1959): 1331–32. Verne, Jules. Twenty Thousand Leagues under the Sea. 1870. New York: M. A. Donohue & Company, 1895. Weinberg, Scott. “Shark Attack 3: Megalodon.” eFilmCritic! 3 May 2004. 20 Sep. 2021 <https://www.efilmcritic.com/review.php?movie=9135&reviewer=128>. Zammit-Maempel, George. “The Evil Eye and Protective Cattle Horns in Malta.” Folklore 79.1 (1968): 1–16. ———. “Handbills Extolling the Virtues of Fossil Shark’s Teeth.” Melita Historica 7.3 (1978): 211–24.

At a time when a trip abroad was out of the reach of most women, even if they could not make the journey, Australian women could imagine “abroad” just by reading popular women’s magazines such as Woman (later Woman’s Day and Home then Woman’s Day) and The Australian Women’s Weekly, and journals, such as The Progressive Woman and The Housewife. Increasingly in the post-war period, these magazines and journals contained advertisements for holidaying abroad, recipes for international foods and articles on overseas fashions. It was not unusual for local manufacturers, to use the lure of travel and exotic places as a way of marketing their goods. Healing Bicycles, for example, used the slogan “In Venice men go to work on Gondolas: In Australia it’s a Healing” (“Healing Cycles” 40), and Exotiq cosmetics featured landscapes of countries where Exotiq products had “captured the hearts of women who treasured their loveliness: Cincinnati, Milan, New York, Paris, Geneva and Budapest” (“Exotiq Cosmetics” 36).Unlike Homer’s Penelope, who stayed at home for twenty years waiting for Odysseus to return from the Trojan wars, women have always been on the move to the same extent as men. Their rich travel stories (Riggal, Haysom, Lancaster)—mostly written as letters and diaries—remain largely unpublished and their experiences are not part of the public record to the same extent as the travel stories of men. Ros Pesman argues that the women traveller’s voice was one of privilege and authority full of excitement and disbelief (Pesman 26). She notes that until well into the second part of the twentieth century, “the journey for Australian women to Europe was much more than a return to the sources of family identity and history” (19). It was also:a pilgrimage to the centres and sites of culture, literature and history and an encounter with “the real world.”Europe, and particularly London,was also the place of authority and reference for all those seeking accreditation and recognition, whether as real writers, real ladies or real politicians and statesmen. (19)This article is about two Australian writers; Helen Seager, a journalist employed by The Argus, a daily newspaper in Melbourne Australia, and Gwen Hughes, a graduate of Emily McPherson College of Domestic Economy in Melbourne, working in England as a lecturer, demonstrator and cookbook writer for Parkinsons’ Stove Company. Helen Seager travelled to England on an assignment for The Argus in 1950 and sent articles each day for publication in the women’s section of the newspaper. Gwen Hughes travelled extensively in the Balkans in the 1930s recording her impressions, observations, and recipes for traditional foods whilst working for Parkinsons in England. These women were neither returning to the homeland for an encounter with the real world, nor were they there as cultural tourists in the Cook’s Tour sense of the word. They were professional writers and their observations about the places they visited offer fresh and lively versions of England and Europe, its people, places, and customs.Helen SeagerAustralian Journalist Helen Seager (1901–1981) wrote a daily column, Good Morning Ma’am in the women’s pages of The Argus, from 1947 until shortly after her return from abroad in 1950. Seager wrote human interest stories, often about people of note (Golding), but with a twist; a Baroness who finds knitting exciting (Seager, “Baroness” 9) and ballet dancers backstage (Seager, “Ballet” 10). Much-loved by her mainly female readership, in May 1950 The Argus sent her to England where she would file a daily report of her travels. Whilst now we take travel for granted, Seager was sent abroad with letters of introduction from The Argus, stating that she was travelling on a special editorial assignment which included: a certificate signed by the Lord Mayor of The City of Melbourne, seeking that any courtesies be extended on her trip to England, the Continent, and America; a recommendation from the Consul General of France in Australia; and introductions from the Premier’s Department, the Premier of Victoria, and Austria’s representative in Australia. All noted the nature of her trip, her status as an esteemed reporter for a Melbourne newspaper, and requested that any courtesy possible to be made to her.This assignment was an indication that The Argus valued its women readers. Her expenses, and those of her ten-year-old daughter Harriet, who accompanied her, were covered by the newspaper. Her popularity with her readership is apparent by the enthusiastic tone of the editorial article covering her departure. Accompanied with a photograph of Seager and Harriet boarding the aeroplane, her many women readers were treated to their first ever picture of what she looked like:THOUSANDS of "Argus" readers, particularly those in the country, have wanted to know what Helen Seager looks like. Here she is, waving good-bye as she left on the first stage of a trip to England yesterday. She will be writing her bright “Good Morning, Ma'am” feature as she travels—giving her commentary on life abroad. (The Argus, “Goodbye” 1)Figure 1. Helen Seager and her daughter Harriet board their flight for EnglandThe first article “From Helen in London” read,our Helen Seager, after busy days spent exploring England with her 10-year-old daughter, Harriet, today cabled her first “Good Morning, Ma’am” column from abroad. Each day from now on she will report from London her lively impressions in an old land, which is delightfully new to her. (Seager, “From Helen” 3)Whilst some of her dispatches contain the impressions of the awestruck traveller, for the most they are exquisitely observed stories of the everyday and the ordinary, often about the seemingly most trivial of things, and give a colourful, colonial and egalitarian impression of the places that she visits. A West End hair-do is described, “as I walked into that posh looking establishment, full of Louis XV, gold ornateness to be received with bows from the waist by numerous satellites, my first reaction was to turn and bolt” (Seager, “West End” 3).When she visits Oxford’s literary establishments, she is, for this particular article, the awestruck Australian:In Oxford, you go around saying, soto voce and aloud, “Oh, ye dreaming spires of Oxford.” And Matthew Arnold comes alive again as a close personal friend.In a weekend, Ma’am, I have seen more of Oxford than lots of native Oxonians. I have stood and brooded over the spit in Christ Church College’s underground kitchens on which the oxen for Henry the Eighth were roasted.I have seen the Merton Library, oldest in Oxford, in which the chains that imprisoned the books are still to be seen, and have added by shoe scrape to the stone steps worn down by 500 years of walkers. I have walked the old churches, and I have been lost in wonder at the goodly virtues of the dead. And then, those names of Oxford! Holywell, Tom’s Quad, Friars’ Entry, and Long Wall. The gargoyles at Magdalen and the stones untouched by bombs or war’s destruction. It adds a new importance to human beings to know that once, if only, they too have walked and stood and stared. (Seager, “From Helen” 3)Her sense of wonder whilst in Oxford is, however, moderated by the practicalities of travel incorporated into the article. She continues to describe the warnings she was given, before her departure, of foreign travel that had her alarmed about loss and theft, and the care she took to avoid both. “It would have made you laugh, Ma’am, could you have seen the antics to protect personal property in the countries in transit” (Seager, “From Helen” 3).Her description of a trip to Blenheim Palace shows her sense of fun. She does not attempt to describe the palace or its contents, “Blenheim Palace is too vast and too like a great Government building to arouse much envy,” settling instead on a curiosity should there be a turn of events, “as I surged through its great halls with a good-tempered, jostling mob I couldn’t help wondering what those tired pale-faced guides would do if the mob mood changed and it started on an old-fashioned ransack.” Blenheim palace did not impress her as much as did the Sunday crowd at the palace:The only thing I really took a fancy to were the Venetian cradle, which was used during the infancy of the present Duke and a fine Savvonerie carpet in the same room. What I never wanted to see again was the rubbed-fur collar of the lady in front.Sunday’s crowd was typically English, Good tempered, and full of Cockney wit, and, if you choose to take your pleasures in the mass, it is as good a company as any to be in. (Seager, “We Look” 3)In a description of Dublin and the Dubliners, Seager describes the food-laden shops: “Butchers’ shops leave little room for customers with their great meat carcasses hanging from every hook. … English visitors—and Dublin is awash with them—make an orgy of the cakes that ooze real cream, the pink and juicy hams, and the sweets that demand no points” (Seager, “English” 6). She reports on the humanity of Dublin and Dubliners, “Dublin has a charm that is deep-laid. It springs from the people themselves. Their courtesy is overlaid with a real interest in humanity. They walk and talk, these Dubliners, like Kings” (ibid.).In Paris she melds the ordinary with the noteworthy:I had always imagined that the outside of the Louvre was like and big art gallery. Now that I know it as a series of palaces with courtyards and gardens beyond description in the daytime, and last night, with its cleverly lighted fountains all aplay, its flags and coloured lights, I will never forget it.Just now, down in the street below, somebody is packing the boot of a car to go for, presumably, on a few days’ jaunt. There is one suitcase, maybe with clothes, and on the footpath 47 bottles of the most beautiful wines in the world. (Seager, “When” 3)She writes with a mix of awe and ordinary:My first glimpse of that exciting vista of the Arc de Triomphe in the distance, and the little bistros that I’ve always wanted to see, and all the delights of a new city, […] My first day in Paris, Ma’am, has not taken one whit from the glory that was London. (ibid.) Figure 2: Helen Seager in ParisIt is my belief that Helen Seager intended to do something with her writings abroad. The articles have been cut from The Argus and pasted onto sheets of paper. She has kept copies of the original reports filed whist she was away. The collection shows her insightful egalitarian eye and a sharp humour, a mix of awesome and commonplace.On Bastille Day in 1950, Seager wrote about the celebrations in Paris. Her article is one of exuberant enthusiasm. She writes joyfully about sirens screaming overhead, and people in the street, and looking from windows. Her article, published on 19 July, starts:Paris Ma’am is a magical city. I will never cease to be grateful that I arrived on a day when every thing went wrong, and watched it blossom before my eyes into a gayness that makes our Melbourne Cup gala seem funeral in comparison.Today is July 14.All places of business are closed for five days and only the places of amusement await the world.Parisians are tireless in their celebrations.I went to sleep to the music of bands, dancing feet and singing voices, with the raucous but cheerful toots from motors splitting the night air onto atoms. (Seager, “When” 3)This article resonates uneasiness. How easily could those scenes of celebration on Bastille Day in 1950 be changed into the scenes of carnage on Bastille Day 2016, the cheerful toots of the motors transformed into cries of fear, the sirens in the sky from aeroplanes overhead into the sirens of ambulances and police vehicles, as a Mohamed Lahouaiej Bouhlel, as part of a terror attack drives a truck through crowds of people celebrating in Nice.Gwen HughesGwen Hughes graduated from Emily Macpherson College of Domestic Economy with a Diploma of Domestic Science, before she travelled to England to take up employment as senior lecturer and demonstrator of Parkinson’s England, a company that manufactured electric and gas stoves. Hughes wrote in her unpublished manuscript, Balkan Fever, that it was her idea of making ordinary cooking demonstration lessons dramatic and homelike that landed her the job in England (Hughes, Balkan 25-26).Her cookbook, Perfect Cooking, was produced to encourage housewives to enjoy cooking with their Parkinson’s modern cookers with the new Adjusto temperature control. The message she had to convey for Parkinsons was: “Cooking is a matter of putting the right ingredients together and cooking them at the right temperature to achieve a given result” (Hughes, Perfect 3). In reality, Hughes used this cookbook as a vehicle to share her interest in and love of Continental food, especially food from the Balkans where she travelled extensively in the 1930s.Recipes of Continental foods published in Perfect Cooking sit seamlessly alongside traditional British foods. The section on soup, for example, contains recipes for Borscht, a very good soup cooked by the peasants of Russia; Minestrone, an everyday Italian soup; Escudella, from Spain; and Cream of Spinach Soup from France (Perfect 22-23). Hughes devoted a whole chapter to recipes and descriptions of Continental foods labelled “Fascinating Foods From Far Countries,” showing her love and fascination with food and travel. She started this chapter with the observation:There is nearly as much excitement and romance, and, perhaps fear, about sampling a “foreign dish” for the “home stayer” as there is in actually being there for the more adventurous “home leaver”. Let us have a little have a little cruise safe within the comfort of our British homes. Let us try and taste the good things each country is famed for, all the while picturing the romantic setting of these dishes. (Hughes, Perfect 255)Through her recipes and descriptive passages, Hughes took housewives in England and Australia into the strange and wonderful kitchens of exotic women: Madame Darinka Jocanovic in Belgrade, Miss Anicka Zmelova in Prague, Madame Mrskosova at Benesova. These women taught her to make wonderful-sounding foods such as Apfel Strudel, Knedlikcy, Vanilla Kipfel and Christmas Stars. “Who would not enjoy the famous ‘Goose with Dumplings,’” she declares, “in the company of these gay, brave, thoughtful people with their romantic history, their gorgeously appareled peasants set in their richly picturesque scenery” (Perfect 255).It is Hughes’ unpublished manuscript Balkan Fever, written in Melbourne in 1943, to which I now turn. It is part of the Latrobe Heritage collection at the State Library of Victoria. Her manuscript was based on her extensive travels in the Balkans in the 1930s whilst she lived and worked in England, and it was, I suspect, her intention to seek publication.In her twenties, Hughes describes how she set off to the Balkans after meeting a fellow member of the Associated Country Women of the World (ACWW) at the Royal Yugoslav Legation. He was an expert on village life in the Balkans and advised her, that as a writer she would get more information from the local villagers than she would as a tourist. Hughes, who, before television gave cooking demonstrations on the radio, wrote, “I had been writing down recipes and putting them in books for years and of course the things one talks about over the air have to be written down first—that seemed fair enough” (Hughes, Balkan 25-26). There is nothing of the awestruck traveller in Hughes’ richly detailed observations of the people and the places that she visited. “Travelling in the Balkans is a very different affair from travelling in tourist-conscious countries where you just leave it to Cooks. You must either have unlimited time at your disposal, know the language or else have introductions that will enable the right arrangements to be made for you” (Balkan 2), she wrote. She was the experiential tourist, deeply immersed in her surroundings and recording food culture and society as it was.Hughes acknowledged that she was always drawn away from the cities to seek the real life of the people. “It’s to the country district you must go to find the real flavour of a country and the heart of its people—especially in the Balkans where such a large percentage of the population is agricultural” (Balkan 59). Her descriptions in Balkan Fever are a blend of geography, history, culture, national songs, folklore, national costumes, food, embroidery, and vivid observation of the everyday city life. She made little mention of stately homes or buildings. Her attitude to travel can be summed up in her own words:there are so many things to see and learn in the countries of the old world that, walking with eyes and mind wide open can be an immensely delightful pastime, even with no companion and nowhere to go. An hour or two spent in some unpretentious coffee house can be worth all the dinners at Quaglino’s or at The Ritz, if your companion is a good talker, a specialist in your subject, or knows something of the politics and the inner life of the country you are in. (Balkan 28)Rather than touring the grand cities, she was seduced by the market places with their abundance of food, colour, and action. Describing Sarajevo she wrote:On market day the main square is a blaze of colour and movement, the buyers no less colourful than the peasants who have come in from the farms around with their produce—cream cheese, eggs, chickens, fruit and vegetables. Handmade carpets hung up for sale against walls or from trees add their barbaric colour to the splendor of the scene. (Balkan 75)Markets she visited come to life through her vivid descriptions:Oh those markets, with the gorgeous colours, and heaped untidiness of the fruits and vegetables—paprika, those red and green peppers! Every kind of melon, grape and tomato contributing to the riot of colour. Then there were the fascinating peasant embroideries, laces and rich parts of old costumes brought in from the villages for sale. The lovely gay old embroideries were just laid out on a narrow carpet spread along the pavement or hung from a tree if one happened to be there. (Balkan 11)Perhaps it was her radio cooking shows that gave her the ability to make her descriptions sensorial and pictorial:We tasted luxurious foods, fish, chickens, fruits, wines, and liqueurs. All products of the country. Perfect ambrosial nectar of the gods. I was entirely seduced by the rose petal syrup, fragrant and aromatic, a red drink made from the petals of the darkest red roses. (Balkan 151)Ordinary places and everyday events are beautifully realised:We visited the cheese factory amongst other things. … It was curious to see in that far away spot such a quantity of neatly arranged cheeses in the curing chamber, being prepared for export, and in another room the primitive looking round balls of creamed cheese suspended from rafters. Later we saw trains of pack horses going over the mountains, and these were probably the bearers of these cheeses to Bitolj or Skoplje, whence they would be consigned further for export. (Balkan 182)ConclusionReading Seager and Hughes, one cannot help but be swept along on their travels and take part in their journeys. What is clear, is that they were inspired by their work, which is reflected in the way they wrote about the places they visited. Both sought out people and places that were, as Hughes so vividly puts it, not part of the Cook’s Tour. They travelled with their eyes wide open for experiences that were both new and normal, making their writing relevant even today. Written in Paris on Bastille Day 1950, Seager’s Bastille Day article is poignant when compared to Bastille Day in France in 2016. Hughes’s descriptions of Sarajevo are a far cry from the scenes of destruction in that city between 1992 and 1995. The travel writing of these two women offers us vivid impressions and images of the often unreported events, places, daily lives, and industry of the ordinary and the then every day, and remind us that the more things change, the more they stay the same.Pesman writes, “women have always been on the move and Australian women have been as numerous as passengers on the outbound ships as have men” (20), but the records of their travels seldom appear on the public record. Whilst their work-related writings are part of the public record (see Haysom; Lancaster; Riggal), this body of women’s travel writing has not received the attention it deserves. Hughes’ cookbooks, with their traditional Eastern European recipes and evocative descriptions of people and kitchens, are only there for the researcher who knows that cookbooks are a trove of valuable social and cultural material. Digital copies of Seager’s writing can be accessed on Trove (a digital repository), but there is little else about her or her body of writing on the public record.ReferencesThe Argus. “Goodbye Ma’am.” 26 May 1950: 1. <http://trove.nla.gov.au/newspaper/article/22831285?searchTerm=Goodbye%20Ma%E2%80%99am%E2%80%99&searchLimits=l-title=13|||l-decade=195>.“Exotiq Cosmetics.” Advertisement. Woman 20 Aug. 1945: 36.Golding, Peter. “Just a Chattel of the Sale: A Mostly Light-Hearted Retrospective of a Diverse Life.” In Jim Usher, ed., The Argus: Life & Death of Newspaper. North Melbourne: Australian Scholarly Publishing 2007.Haysom, Ida. Diaries and Photographs of Ida Haysom. <http://search.slv.vic.gov.au/MAIN:Everything:SLV_VOYAGER1637361>.“Healing Cycles.” Advertisement. Woman 27 Aug. 1945: 40. Hughes, Gwen. Balkan Fever. Unpublished Manuscript. State Library of Victoria, MS 12985 Box 3846/4. 1943.———. Perfect Cooking London: Parkinsons, c1940.Lancaster, Rosemary. Je Suis Australienne: Remarkable Women in France 1880-1945. Crawley WA: UWA Press, 2008.Pesman, Ros. “Overseas Travel of Australian Women: Sources in the Australian Manuscripts Collection of the State Library of Victoria.” The Latrobe Journal 58 (Spring 1996): 19-26.Riggal, Louie. (Louise Blanche.) Diary of Italian Tour 1905 February 21 - May 1. <http://search.slv.vic.gov.au/MAIN:Everything:SLV_VOYAGER1635602>.Seager, Helen. “Ballet Dancers Backstage.” The Argus 10 Aug. 1944: 10. <http://trove.nla.gov.au/newspaper/article/11356057?searchTerm=Ballet%20Dancers%20Backstage&searchLimits=l-title=13|||l-decade=194>.———. “The Baroness Who Finds Knitting Exciting.” The Argus 1 Aug. 1944: 9. <http://trove.nla.gov.au/newspaper/article/11354557?searchTerm=Helen%20seager%20Baroness&searchLimits=l-title=13|||l-decade=194>.———. “English Visitors Have a Food Spree in Eire.” The Argus 29 Sep. 1950: 6. <http://trove.nla.gov.au/newspaper/article/22912011?searchTerm=English%20visitors%20have%20a%20spree%20in%20Eire&searchLimits=l-title=13|||l-decade=195>.———. “From Helen in London.” The Argus 20 June 1950: 3. <http://trove.nla.gov.au/newspaper/article/22836738?searchTerm=From%20Helen%20in%20London&searchLimits=l-title=13|||l-decade=195>.———. “Helen Seager Storms Paris—Paris Falls.” The Argus 15 July 1950: 7.<http://trove.nla.gov.au/newspaper/article/22906913?searchTerm=Helen%20Seager%20Storms%20Paris%E2%80%99&searchLimits=l-title=13|||l-decade=195>.———. “We Look over Blenheim Palace.” The Argus 28 Sep. 1950: 3. <http://trove.nla.gov.au/newspaper/article/22902040?searchTerm=Helen%20Seager%20Its%20as%20a%20good%20a%20place%20as%20you%20would%20want%20to%20be&searchLimits=l-title=13|||l-decade=195>.———. “West End Hair-Do Was Fun.” The Argus 3 July 1950: 3. <http://trove.nla.gov.au/newspaper/article/22913940?searchTerm=West%20End%20hair-do%20was%20fun%E2%80%99&searchLimits=l-title=13|||l-decade=195>.———. “When You Are in Paris on July 14.” The Argus 19 July 1950: 3. <http://trove.nla.gov.au/newspaper/article/22906244?searchTerm=When%20you%20are%20in%20Paris%20on%20July%2014&searchLimits=l-title=13|||l-decade=195>.

Probably the most (in)famous Australian teenager of recent times, now-17-year-old Kim Duthie—better known as the “St Kilda Schoolgirl”—first came to public attention when she posted naked pictures of two prominent St Kilda Australian Football League (AFL) players on Facebook. She claimed to be seeking revenge on the players’ teammate for getting her pregnant. This turned out to be a lie. Duthie also claimed that 47-year-old football manager Ricky Nixon gave her drugs and had sex with her. She then said this was a lie, then that she lied about lying. That she lied at least twice is clear, and in doing so, she arguably reinforced the pervasive myth that women are prone to lie about rape and sexual abuse. Precisely what occurred, and why Duthie posted the naked photographs will probably never be known. However, it seems clear that Duthie felt herself wronged. Can she therefore be held entirely to blame for the way she went about seeking redress from a group of men with infinitely more power than she—socially, financially and (in terms of the priority given to elite football in Australian society) culturally? The many judgements passed on Duthie’s behaviour in the media highlight the crucial, seldom-discussed issue of how problematic behaviour on the part of women might reinforce patriarchal norms. This is a particularly sensitive issue in the context of a spate of alleged sexual assaults committed by elite Australian footballers over the past decade. Given that representations of alleged rape cases in the media and elsewhere so often position women as blameworthy for their own mistreatment and abuse, the question of whether or not women can and should be held accountable in certain situations is particularly fraught. By exploring media representations of one of these complex scenarios, we consider how the issue of “complicity” might be understood in a rape culture. In doing so, we employ Auschwitz survivor Primo Levi’s highly influential concept of the “grey zone,” which signifies a complex and ambiguous realm that challenges both judgement and representation. Primo Levi’s “Grey Zone,” Patriarchy and the Problem of Judgement In his essay titled “The Grey Zone” (published in 1986), Levi is chiefly concerned with Jewish prisoners in the Nazi-controlled camps and ghettos who obtained “privileged” positions in order to prolong their survival. Reflecting on the inherently complex power relations in such extreme settings, Levi positions the “grey zone” as a metaphor for moral ambiguity: a realm with “ill-defined outlines which both separate and join the two camps of masters and servants. [The ‘grey zone’] possesses an incredibly complicated internal structure, and contains within itself enough to confuse our need to judge” (27). According to Levi, an examination of the scenarios and experiences that gave rise to the “grey zone” requires a rejection of the black-and-white binary opposition(s) of “friend” and “enemy,” “good” and “evil.” While Levi unequivocally holds the perpetrators of the Holocaust responsible for their actions, he warns that one should suspend judgement of victims who were entrapped in situations of moral ambiguity and “compromise.” However, recent scholarship on the representation of “privileged” Jews in Levi’s writings and elsewhere has identified a “paradox of judgement”: namely, that even if moral judgements of victims in extreme situations should be suspended, such judgements are inherent in the act of representation, and are therefore inevitable (see Brown). While the historical specificity of Levi’s reflections must be kept in mind, the corruptive influences of power at the core of the “grey zone”—along with the associated problems of judgement and representation—are clearly far more prevalent in human nature and experience than the Holocaust alone. Levi’s “grey zone” has been appropriated by scholars in the fields of Holocaust studies (Petropoulos and Roth xv-xviii), philosophy (Todorov 262), law (Luban 161–76), history (Cole 248–49), theology (Roth 53–54), and popular culture (Cheyette 226–38). Significantly, Claudia Card (The Atrocity Paradigm, “Groping through Gray Zones” 3–26) has recently applied Levi’s concept to the field of feminist philosophy. Indeed, Levi’s questioning of whether or not one can—or should—pass judgement on the behaviour of Holocaust victims has considerable relevance to the divisive issue of how women’s involvement in/with patriarchy is represented in the media. Expanding or intentionally departing from Levi’s ideas, many recent interpretations of the “grey zone” often misunderstand the historical specificity of Levi’s reflections. For instance, while applying Levi’s concept to the effects of patriarchy and domestic violence on women, Lynne Arnault makes the problematic statement that “in order to establish the cruelty and seriousness of male violence against women as women, feminists must demonstrate that the experiences of victims of incest, rape, and battering are comparable to those of war veterans, prisoners of war, political prisoners, and concentration camp inmates” (183, n.9). It is important to stress here that it is not our intention to make direct parallels between the Holocaust and patriarchy, or between “privileged” Jews and women (potentially) implicated in a rape culture, but to explore the complexity of power relations in society, what behaviour eventuates from these, and—most crucial to our discussion here—how such behaviour is handled in the mass media. Aware of the problem of making controversial (and unnecessary) comparisons, Card (“Women, Evil, and Gray Zones” 515) rightly stresses that her aim is “not to compare suffering or even degrees of evil but to note patterns in the moral complexity of choices and judgments of responsibility.” Card uses the notion of the “Stockholm Syndrome,” citing numerous examples of women identifying with their torturers after having been abused or held hostage over a prolonged period of time—most (in)famously, Patricia Hearst. While the medical establishment has responded to cases of women “suffering” from “Stockholm Syndrome” by absolving them from any moral responsibility, Card writes that “we may have a morally gray area in some cases, where there is real danger of becoming complicit in evildoing and where the captive’s responsibility is better described as problematic than as nonexistent” (“Women, Evil, and Gray Zones” 511). Like Levi, Card emphasises that issues of individual agency and moral responsibility are far from clear-cut. At the same time, a full awareness of the oppressive environment—in the context that this paper is concerned with, a patriarchal social system—must be accounted for. Importantly, the examples Card uses differ significantly from the issue of whether or not some women can be considered “complicit” in a rape culture; nevertheless, similar obstacles to understanding problematic situations exist here, too. In the context of a rape culture, can women become, to use Card’s phrase, “instruments of oppression”? And if so, how is their controversial behaviour to be understood and represented? Crucially, Levi’s reflections on the “grey zone” were primarily motivated by his concern that most historical and filmic representations “trivialised” the complexity of victim experiences by passing simplistic judgements. Likewise, the representation of sexual assault cases in the Australian mass media has often left much to be desired. Representing Sexual Assault: Australian Football and the Media A growing literature has critiqued the sexual culture of elite football in Australia—one in which women are reportedly treated with disdain, positioned as objects to be used and discarded. At least 20 distinct cases, involving more than 55 players and staff, have been reported in the media, with the majority of these incidents involving multiple players. Reports indicate that such group sexual encounters are commonplace for footballers, and the women who participate in sexual practices are commonly judged, even in the sports scholarship, as “groupies” and “sluts” who are therefore responsible for anything that happens to them, including rape (Waterhouse-Watson, “Playing Defence” 114–15; “(Un)reasonable Doubt”). When the issue of footballers and sexual assault was first debated in the Australian media in 2004, football insiders from both Australian rules and rugby league told the media of a culture of group sex and sexual behaviour that is degrading to women, even when consensual (Barry; Khadem and Nancarrow 4; Smith 1; Weidler 4). The sexual “culture” is marked by a discourse of abuse and objectification, in which women are cast as “meat” or a “bun.” Group sex is also increasingly referred to as “chop up,” which codes the practice itself as an act of violence. It has been argued elsewhere that footballers treating women as sexual objects is effectively condoned through the mass media (Waterhouse-Watson, “All Women Are Sluts” passim). The “Code of Silence” episode of ABC television program Four Corners, which reignited the debate in 2009, was even more explicit in portraying footballers’ sexual practices as abusive, presenting rape testimony from three women, including “Clare,” who remains traumatised following a “group sex” incident with rugby league players in 2002. Clare testifies that she went to a hotel room with prominent National Rugby League (NRL) players Matthew Johns and Brett Firman. She says that she had sex with Johns and Firman, although the experience was unpleasant and they treated her “like a piece of meat.” Subsequently, a dozen players and staff members from the team then entered the room, uninvited, some through the bathroom window, expecting sex with Clare. Neither Johns nor Firman has denied that this was the case. Clare went to the police five days later, saying that professional rugby players had raped her, although no charges were ever laid. The program further includes psychiatrists’ reports, and statements from the police officer in charge of the case, detailing the severe trauma that Clare suffered as a result of what the footballers called “sex.” If, as “Code of Silence” suggests, footballers’ practices of group sex are abusive, whether the woman consents or not, then it follows that such a “gang-bang culture” may in turn foster a rape culture, in which rape is more likely than in other contexts. And yet, many women insist that they enjoy group sex with footballers (Barry; Drill 86), complicating issues of consent and the degradation of women. Feminist rape scholarship documents the repetitive way in which complainants are deemed to have “invited” or “caused” the rape through their behaviour towards the accused or the way they were dressed: defence lawyers, judges (Larcombe 100; Lees 85; Young 442–65) and even talk show hosts, ostensibly aiming to expose the problem of rape (Alcoff and Gray 261–64), employ these tactics to undermine a victim’s credibility and excuse the accused perpetrator. Nevertheless, although no woman can be in any way held responsible for any man committing sexual assault, or other abuse, it must be acknowledged that women who become in some way implicated in a rape culture also assist in maintaining that culture, highlighting a “grey zone” of moral ambiguity. How, then, should these women, who in some cases even actively promote behaviour that is intrinsic to this culture, be perceived and represented? Charmyne Palavi, who appeared on “Code of Silence,” is a prime example of such a “grey zone” figure. While she stated that she was raped by a prominent footballer, Palavi also described her continuing practice of setting up footballers and women for casual sex through her Facebook page, and pursuing such encounters herself. This raises several problems of judgement and representation, and the issue of women’s sexual freedom. On the one hand, Palavi (and all other women) should be entitled to engage in any consensual (legal) sexual behaviour that they choose. But on the other, when footballers’ frequent casual sex is part of a culture of sexual abuse, there is a danger of them becoming complicit in, to use Card’s term, “evildoing.” Further, when telling her story on “Code of Silence,” Palavi hints that there is an element of increased risk in these situations. When describing her sexual encounters with footballers, which she states are “on her terms,” she begins, “It’s consensual for a start. I’m not drunk or on drugs and it’s in, [it] has an element of class to it. Do you know what I mean?” (emphasis added). If it is necessary to define sex “on her terms” as consensual, this implies that sometimes casual “sex” with footballers is not consensual, or that there is an increased likelihood of rape. She also claims to have heard about several incidents in which footballers she knows sexually abused and denigrated, if not actually raped, other women. Such an awareness of what may happen clearly does not make Palavi a perpetrator of abuse, but neither can her actions (such as “setting up” women with footballers using Facebook) be considered entirely separate. While one may argue, following Levi’s reflections, that judgement of a “grey zone” figure such as Palavi should be suspended, it is significant that Four Corners’s representation of Palavi makes implicit and simplistic moral judgements. The introduction to Palavi follows the story of “Caroline,” who states that first-grade rugby player Dane Tilse broke into her university dormitory room and sexually assaulted her while she slept. Caroline indicates that Tilse left when he “picked up that [she] was really stressed.” Following this story, the program’s reporter and narrator Sarah Ferguson introduces Palavi with, “If some young footballers mistakenly think all women want to have sex with them, Charmyne Palavi is one who doesn’t necessarily discourage the idea.” As has been argued elsewhere (Waterhouse-Watson, “Framing the Victim”), this implies that Palavi is partly responsible for players holding this mistaken view. By implication, she therefore encouraged Tilse to assume that Caroline would want to have sex with him. Footage is then shown of Palavi and her friends “applying the finishing touches”—bronzing their legs—before going to meet footballers at a local hotel. The lighting is dim and the hand-held camerawork rough. These techniques portray the women as artificial and “cheap,” techniques that are also employed in a remarkably similar fashion in the documentary Footy Chicks (Barry), which follows three women who seek out sex with footballers. In response to Ferguson’s question, “What’s the appeal of those boys though?” Palavi repeats several times that she likes footballers mainly because of their bodies. This, along with the program’s focus on the women as instigators of sex, positions Palavi as something of a predator (she was widely referred to as a “cougar” following the program). In judging her “promiscuity” as immoral, the program implies she is partly responsible for her own rape, as well as acts of what can be termed, at the very least, sexual abuse of other women. The problematic representation of Palavi raises the complex question of how her “grey zone” behaviour should be depicted without passing trivialising judgements. This issue is particularly fraught when Four Corners follows the representation of Palavi’s “nightlife” with her accounts of footballers’ acts of sexual assault and abuse, including testimony that a well-known player raped Palavi herself. While Ferguson does not explicitly question the veracity of Palavi’s claim of rape, her portrayal is nevertheless largely unsympathetic, and the way the segment is edited appears to imply that she is blameworthy. Ferguson recounts that Palavi “says she was able to put [being raped] out of her mind, and it certainly didn’t stop her pursuing other football players.” This might be interpreted a positive statement about Palavi’s ability to move on from a rape; however, the tone of Ferguson’s authoritative voiceover is disapproving, which instead implies negative judgement. As the program makes clear, Palavi continues to organise sexual encounters between women and players, despite her knowledge of the “dangers,” both to herself and other women. Palavi’s awareness of the prevalence of incidents of sexual assault or abuse makes her position a problematic one. Yet her controversial role within the sexual culture of elite Australian football is complicated even further by the fact that she herself is disempowered (and her own allegation of being raped delegitimised) by the simplistic ideas about “assault” and “consent” that dominate social discourse. Despite this ambiguity, Four Corners constructs Palavi as more of a perpetrator of abuse than a victim—not even a victim who is “morally compromised.” Although we argue that careful consideration must be given to the issue of whether moral judgements should be applied to “grey zone” figures like Palavi, the “solution” is far from simple. No language (or image) is neutral or value-free, and judgements are inevitable in any act of representation. In his essay on the “grey zone,” Levi raises the crucial point that the many (mis)understandings of figures of moral ambiguity and “compromise” partly arise from the fact that the testimony and perspectives of these figures themselves is often the last to be heard—if at all (50). Nevertheless, an article Palavi published in Sydney tabloid The Daily Telegraph (19) demonstrates that such testimony can also be problematic and only complicate matters further. Palavi’s account begins: If you believed Four Corners, I’m supposed to be the NRL’s biggest groupie, a wannabe WAG who dresses up, heads out to clubs and hunts down players to have sex with… what annoys me about these tags and the way I was portrayed on that show is the idea I prey on them like some of the starstruck women I’ve seen out there. (emphasis added) Palavi clearly rejects the way Four Corners constructed her as a predator; however, rather than rejecting this stereotype outright, she reinscribes it, projecting it onto other “starstruck” women. Throughout her article, Palavi reiterates (other) women’s allegedly predatory behaviour, continually portraying the footballers as passive and the women as active. For example, she claims that players “like being contacted by girls,” whereas “the girls use the information the players put on their [social media profiles] to track them down.” Palavi’s narrative confirms this construction of men as victims of women’s predatory actions, lamenting the sacking of Johns following “Code of Silence” as “disgusting.” In the context of alleged sexual assault, the “predatory woman” stereotype is used in place of the raped woman in order to imply that sexual assault did not occur; hence Palavi’s problematic discourse arguably reinforces sexist attitudes. But can Palavi be considered complicit in validating this damaging stereotype? Can she be blamed for working within patriarchal systems of representation, of which she has also been a victim? The preceding analysis shows judgement to be inherent in the act of representation. The paucity of language is particularly acute when dealing with such extreme situations. Indeed, the language used to explore this issue in the present article cannot escape terminology that is loaded with meaning(s), which quotation marks can perhaps only qualify so far. Conclusion This paper does not claim to provide definitive answers to such complex dilemmas, but rather to highlight problems in addressing the sensitive issues of ambiguity and “complicity” in women’s interactions with patriarchal systems, and how these are represented in the mass media. Like the controversial behaviour of teenager Kim Duthie described earlier, Palavi’s position throws the problems of judgement and representation into disarray. There is no simple solution to these problems, though we do propose that these “grey zone” figures be represented in a self-reflexive, nuanced manner by explicitly articulating questions of responsibility rather than making simplistic judgements that implicitly lessen perpetrators’ culpability. Levi’s concept of the “grey zone” helps elucidate the fraught issue of women’s potential complicity in a rape culture, a subject that challenges both understanding and representation. Despite participating in a culture that promotes the abuse, denigration, and humiliation of women, the roles of women like Palavi cannot in any way be conflated with the roles of the perpetrators of sexual assault. These and other “grey zones” need to be constantly rethought and renegotiated in order to develop a fuller understanding of human behaviour. References Alcoff, Linda Martin, and Laura Gray. “Survivor Discourse: Transgression or Recuperation.” Signs 18.2 (1993): 260–90. 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I called your producer on the way here in the car because I was very excited. I found out … I did one of those genetic testing things and I found out that I'm 63 percent Irish … I had no idea. I had no idea! I thought I was Scottish and Welsh. It turns out my parents are just full of shit, I guess. But now I’m Irish and it just makes so much sense! I'm a really good drinker. I love St. Patrick's Day. Potatoes are delicious. I'm looking forward to meeting all my cousins … [to Conan O’Brien] You and I are probably related! … Now I get to say things like, “It’s in me genes! I love that Conan O’Brien; he’s such a nice fella.” You’re kinda like a giant leprechaun. (Reese Witherspoon, Tuesday 21 March 2017)IntroductionAs an Irishman and a football fan, I watched the unfolding 2016 UEFA European Championship in France (hereafter ‘Euro 2016’) with a mixture of trepidation and delight. Although the Republic of Ireland team was eventually knocked out of the competition in defeat to the host nation, the players performed extremely well – most notably in defeating Italy 1:0. It is not the on-field performance of the Irish team that interests me in this short article, however, but rather how Irish fans travelling to the competition were depicted in the surrounding international news coverage. In particular, I focus on the centrality of fan footage – shot on smart phones and uploaded to YouTube (in most cases by fans themselves) – in this news coverage. In doing so, I reflect on how sports fans contribute to wider understandings of nationness in the global imagination and how their behaviour is often interpreted (as in the case here) through long-established tropes about people and places. The Media ManifoldTo “depict” something is to represent it in words and pictures. As the contemporary world is largely shaped by and dependent on mass media – and different forms of media have merged (or “converged”) through digital media platforms – mediated forms of depiction have become increasingly important in our lives. On one hand, the constant connectivity made possible in the digital age has made the representation of people and places less controllable, insofar as the information and knowledge about our world circulating through media devices are partly created by ordinary people. On the other hand, traditional broadcast media arguably remain the dominant narrators of people and places worldwide, and their stories, Gerbner reminds us, are largely formula-driven and dramatically charged, and work to “retribalize” modern society. However, a more important point, I suggest, is that so-called new and old media can no longer be thought of as separate and discrete; rather, our attention should focus on the complex interrelations made possible by deep mediatisation (Couldry and Hepp).As an example, consider that the Youtube video of Reese Witherspoon’s recent appearance on the Conan O’Brien chat show – from which the passage at the start of this article is taken – had already been viewed 54,669 times when I first viewed it, a mere 16 hours after it was originally posted. At that point, the televised interview had already been reported on in a variety of international digital news outlets, including rte.ie, independent.ie., nydailynews.com, msn.com, huffingtonpost.com, cote-ivoire.com – and myriad entertainment news sites. In other words, this short interview was consumed synchronously and asynchronously, over a number of different media platforms; it was viewed and reviewed, and critiqued and commented upon, and in turn found itself the subject of news commentary, which fed the ongoing cycle. And yet, it is important to also note that a multiplicity of media interactions does not automatically give rise to oppositional discourse and ideological contestation, as is sometimes assumed. In fact, how ostensibly ‘different’ kinds of media can work to produce a broadly shared construction of a people and place is particularly relevant here. Just as Reese Witherspoon’s interview on the Conan O’Brien show perpetuates a highly stereotypical version of Irishness across a number of platforms, news coverage of Irish fans at Euro 2016 largely conformed to established tropes about Irish people, but this was also fed – to some extent – by Irish fans themselves.Irish Identity, Sport, and the Global ImaginationThere is insufficient space here to describe in any detail the evolving representation of Irish identity, about which a vast literature has developed (nationally and internationally) over the past several decades. As with other varieties of nationness, Irishness has been constructed across a variety of cultural forms, including advertising, art, film, novels, travel brochures, plays and documentaries. Importantly, Irishness has also to a great extent been constructed outside of Ireland (Arrowsmith; Negra).As is well known, the Irish were historically constructed by their colonial masters as a small uncivilised race – as primitive wayward children, prone to “sentimentality, ineffectuality, nervous excitability and unworldliness” (Fanning 33). When pondering the “Celtic nature,” the renowned English poet and cultural critic Mathew Arnold concluded that “sentimental” was the best single term to use (100). This perception pervaded internationally, with early depictions of Irish-Americans in US cinema centring on varieties of negative excess, such as lawlessness, drunkenness and violence (Rains). Against this prevailing image of negative excess, the intellectuals and artists associated with what became known as the Celtic Revival began a conscious effort to “rebrand” Ireland from the nineteenth century onwards, reversing the negatives of the colonial project and celebrating Irish tradition, language and culture (Fanning).At first, only distinctly Irish sports associated with the amateur Gaelic Athletic Association (GAA) were co-opted in this very particular nation-building project. Since then, however, sport more generally has acted as a site for the negotiation of a variety of overlapping Irish identities. Cronin, for example, describes how the GAA successfully repackaged itself in the 1990s to reflect the confidence of Celtic Tiger Irishness while also remaining rooted in the counties and parishes across Ireland. Studies of Irish football and rugby have similarly examined how these sports have functioned as representatives of changed or evolving Irish identities (Arrowsmith; Free). And yet, throughout Ireland’s changing economic fortunes – from boom to bust, to the gradual renewal of late – a touristic image of Irishness has remained hegemonic in the global imagination. In popular culture, and especially American popular culture, Ireland is often depicted as a kind of pre-industrial theme park – a place where the effects of modernity are felt less, or are erased altogether (Negra). The Irish are known for their charm and sociability; in Clancy’s words, they are seen internationally as “simple, clever and friendly folk” (98). We can identify a number of representational tropes within this dominant image, but two in particular are apposite here: ‘smallness’ and ‘happy-go-luckiness’.Sporting NewsBefore we consider Euro 2016, it is worth briefly considering how the news industry approaches such events. “News”, Dahlgren reminds us, is not so much “information” as it is a specific kind of cultural discourse. News, in other words, is a particular kind of discursive composition that constructs and narrates stories in particular ways. Approaching sports coverage from this vantage point, Poulton and Roderick (xviii) suggest that “sport offers everything a good story should have: heroes and villains, triumph and disaster, achievement and despair, tension and drama.” Similarly, Jason Tuck observes that the media have long had a tendency to employ the “vocabulary of war” to “hype up sporting events,” a discursive tactic which, he argues, links “the two areas of life where the nation is a primary signifier” (190-191).In short, sport is abundant in news values, and media professionals strive to produce coverage that is attractive, interesting and exciting for audiences. Stead (340) suggests that there are three key characteristics governing the production of “media sports packages”: spectacularisation, dramatisation, and personalisation. These production characteristics ensure that sports coverage is exciting and interesting for viewers, but that it also in some respects conforms to their expectations. “This ‘emergent’ quality of sport in the media helps meet the perpetual audience need for something new and different alongside what is familiar and known” (Rowe 32). The disproportionate attention to Irish fans at Euro 2016 was perhaps new, but the overall depiction of the Irish was rather old, I would argue. The news discourse surrounding Euro 2016 worked to suggest, in the Irish case at least, that the nation was embodied not only in its on-field athletic representatives but more so, perhaps, in its travelling fans.Euro 2016In June 2016 the Euros kicked off in France, with the home team beating Romania 2-1. Despite widespread fears of potential terrorist attacks and disruption, the event passed successfully, with Portugal eventually lifting the Henri Delaunay Trophy. As the competition progressed, the behaviour of Irish fans quickly became a central news story, fuelled in large part by smart phone footage uploaded to the internet by Irish fans themselves. Amongst the many videos uploaded to the internet, several became the focus of news reports, especially those in which the goodwill and childlike playfulness of the Irish were on show. In one such video, Irish fans are seen singing lullabies to a baby on a Bordeaux train. In another video, Irish fans appear to help a French couple change a flat tire. In yet another video, Irish fans sing cheerfully as they clean up beer cans and bottles. (It is noteworthy that as of July 2017, some of these videos have been viewed several million times.)News providers quickly turned their attention to Irish fans, sometimes using these to draw stark contrasts with the behaviour of other fans, notably English and Russian fans. Buzzfeed, followed by ESPN, followed by Sky News, Le Monde, Fox News, the Washington Post and numerous other providers celebrated the exploits of Irish fans, with some such as Sky News and Aljazeera going so far as to produce video montages of the most “memorable moments” involving “the boys in green.” In an article titled ‘Irish fans win admirers at Euro 2016,’ Fox News reported that “social media is full of examples of Irish kindness” and that “that Irish wit has been a fixture at the tournament.” Aljazeera’s AJ+ news channel produced a video montage titled ‘Are Irish fans the champions of Euro 2016?’ which included spliced footage from some of the aforementioned videos. The Daily Mirror (UK edition) praised their “fun loving approach to watching football.” Similarly, a headline for NPR declared, “And as if they could not be adorable enough, in a quiet moment, Irish fans sang on a French train to help lull a baby to sleep.” It is important to note that viewer comments under many of these articles and videos were also generally effusive in their praise. For example, under the video ‘Irish Fans help French couple change flat tire,’ one viewer (Amsterdam 410) commented, ‘Irish people nicest people in world by far. they always happy just amazing people.’ Another (Juan Ardilla) commented, ‘Irish fans restored my faith in humanity.’As the final stages of the tournament approached, the Mayor of Paris announced that she was awarding the Medal of the City of Paris to Irish fans for their sporting goodwill. Back home in Ireland, the behaviour of Irish fans in France was also celebrated, with President Michael D. Higgins commenting that “Ireland could not wish for better ambassadors abroad.” In all of this news coverage, the humble kindness, helpfulness and friendliness of the Irish are depicted as native qualities and crystallise as a kind of ideal national character. Though laudatory, the tropes of smallness and happy-go-luckiness are again evident here, as is the recurrent depiction of Irishness as an ‘innocent identity’ (Negra). The “boys” in green are spirited in a non-threatening way, as children generally are. Notably, Stephan Reich, journalist with German sports magazine 11Freunde wrote: “the qualification of the Irish is a godsend. The Boys in Green can celebrate like no other nation, always peaceful, always sympathetic and emphatic, with an infectious, childlike joy.” Irishness as Antidote? The centrality of the Irish fan footage in the international news coverage of Euro 2016 is significant, I suggest, but interpreting its meaning is not a simple or straightforward task. Fans (like everyone) make choices about how to present themselves, and these choices are partly conscious and partly unconscious, partly spontaneous and partly conditioned. Pope (2008), for example, draws on Emile Durkheim to explain the behaviour of sports fans sociologically. “Sporting events,” Pope tells us, “exemplify the conditions of religious ritual: high rates of group interaction, focus on sacred symbols, and collective ritual behaviour symbolising group membership and strengthening shared beliefs, values, aspirations and emotions” (Pope 85). Pope reminds us, in other words, that what fans do and say, and wear and sing – in short, how they perform – is partly spontaneous and situated, and partly governed by a long-established fandom pedagogy that implies familiarity with a whole range of international football fan styles and embodied performances (Rowe). To this, we must add that fans of a national sports team generally uphold shared understandings of what constitutes desirable and appropriate patriotic behaviour. Finally, in the case reported here, we must also consider that the behaviour of Irish fans was also partly shaped by their awareness of participating in the developing media sport spectacle and, indeed, of their own position as ‘suppliers’ of news content. In effect, Irish fans at Euro 2016 occupied an interesting hybrid position between passive consumption and active production – ‘produser’ fans, as it were.On one hand, therefore, we can consider fan footage as evidence of spontaneous displays of affective unity, captured by fellow participants. The realism or ‘authenticity’ of these supposedly natural and unscripted performances is conveyed by the grainy images, and amateur, shaky camerawork, which ironically work to create an impression of unmediated reality (see Goldman and Papson). On the other hand, Mike Cronin considers them contrived, staged, and knowingly performative, and suggestive of “hyper-aware” Irish fans playing up to the camera.However, regardless of how we might explain or interpret these fan performances, it is the fact that they play a role in making Irishness public that most interests me here. For my purposes, the most important consideration is how the patriotic performances of Irish fans both fed and harmonized with the developing news coverage; the resulting depiction of the Irish was partly an outcome of journalistic conventions and partly a consequence of the self-essentialising performances of Irish fans. In a sense, these fan-centred videos were ready-made or ‘packaged’ for an international news audience: they are short, dramatic and entertaining, and their ideological content is in keeping with established tropes about Irishness. As a consequence, the media-sport discourse surrounding Euro 2016 – itself a mixture of international news values and home-grown essentialism – valorised a largely touristic understanding of Irishness, albeit one that many Irish people wilfully celebrate.Why such a construction of Irishness is internationally appealing is unclear, but it is certainly not new. John Fanning (26) cites a number of writers in highlighting that Ireland has long nurtured a romantic self-image that presents the country as a kind of balm for the complexities of the modern world. For example, he cites New York Times columnist Thomas Friedman, who observed in 2001 that “people all over the world are looking to Ireland for its reservoir of spirituality hoping to siphon off what they can feed to their souls which have become hungry for something other than consumption and computers.” Similarly, Diane Negra writes that “virtually every form of popular culture has in one way or another, presented Irishness as a moral antidote to contemporary ills ranging from globalisation to post-modern alienation, from crises over the meaning and practice of family values to environmental destruction” (3). Earlier, I described the Arnoldian image of the Irish as a race governed by ‘negative excess’. Arguably, in a time of profound ideological division and resurgent cultural nationalism – a time of polarisation and populism, of Trumpism and Euroscepticism – this ‘excess’ has once again been positively recoded, and now it is the ‘sentimental excess’ of the Irish that is imagined as a salve for the cultural schisms of our time.ConclusionMuch has been made of new media powers to contest official discourses. Sports fans, too, are now considered much less ‘controllable’ on account of their ability to disrupt official messages online (as well as offline). The case of Irish fans at Euro 2016, however, offers a reminder that we must avoid routine assumptions that the “uses” made of “new” and “old” media are necessarily divergent (Rowe, Ruddock and Hutchins). My interest here was less in what any single news item or fan-produced video tells us, but rather in the aggregate construction of Irishness that emerges in the media-sport discourse surrounding this event. Relatedly, in writing about the London Olympics, Wardle observed that most of what appeared on social media concerning the Games did not depart significantly from the celebratory tone of mainstream news media organisations. “In fact the absence of any story that threatened the hegemonic vision of the Games as nation-builder, shows that while social media provided an additional and new form of newsgathering, it had to fit within the traditional news structures, routines and agenda” (Wardle 12).Obviously, it is important to acknowledge the contestability of all media texts, including the news items and fan footage mentioned here, and to recognise that such texts are open to multiple interpretations based on diverse reading positions. And yet, here I have suggested that there is something of a ‘preferred’ reading in the depiction of Irish fans at Euro 2016. The news coverage, and the footage on which it draws, are important because of what they collectively suggest about Irish national identity: here we witness a shift from identity performance to identity writ large, and one means of analysing their international (and intertextual significance), I have suggested, is to view them through the prism of established tropes about Irishness.Travelling sports fans – for better or worse – are ‘carriers’ of places and cultures, and they remind us that “there is also a cultural economy of sport, where information, images, ideas and rhetorics are exchanged, where symbolic value is added, where metaphorical (and sometimes literal, in the case of publicly listed sports clubs) stocks rise and fall” (Rowe 24). There is no question, to borrow Rowe’s term, that Ireland’s ‘stocks’ rose considerably on account of Euro 2016. In news terms, Irish fans provided entertainment value; they were the ‘human interest’ story of the tournament; they were the ‘feel-good’ factor of the event – and importantly, they were the suppliers of much of this content (albeit unofficially). Ultimately, I suggest that we think of the overall depiction of the Irish at Euro 2016 as a co-construction of international news media practices and the self-presentational practices of Irish fans themselves. The result was not simply a depiction of idealised fandom, but more importantly, an idealisation of a people and a place, in which the plucky little people on tour became the global standard bearers of Irish identity.ReferencesArnold, Mathew. Celtic Literature. 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I first came across etoy in Linz, Austria in 1995. They turned up at Ars Electronica with their shaved heads, in their matching orange bomber jackets. They were not invited. The next year they would not have to crash the party. In 1996 they were awarded Arts Electronica’s prestigious Golden Nica for web art, and were on their way to fame and bitterness – the just rewards for their art of self-regard. As founding member Agent.ZAI says: “All of us were extremely greedy – for excitement, for drugs, for success.” (Wishart & Boschler: 16) The etoy story starts on the fringes of the squatters’ movement in Zurich. Disenchanted with the hard left rhetorics that permeate the movement in the 1980s, a small group look for another way of existing within a commodified world, without the fantasy of an ‘outside’ from which to critique it. What Antonio Negri and friends call the ‘real subsumption’ of life under the rule of commodification is something etoy grasps intuitively. The group would draw on a number of sources: David Bowie, the Sex Pistols, the Manchester rave scene, European Amiga art, rumors of the historic avant gardes from Dada to Fluxus. They came together in 1994, at a meeting in the Swiss resort town of Weggis on Lake Lucerne. While the staging of the founding meeting looks like a rerun of the origins of the Situationist International, the wording of the invitation might suggest the founding of a pop music boy band: “fun, money and the new world?” One of the – many – stories about the origins of the name Dada has it being chosen at random from a bilingual dictionary. The name etoy, in an update on that procedure, was spat out by a computer program designed to make four letter words at random. Ironically, both Dada and etoy, so casually chosen, would inspire furious struggles over the ownership of these chancey 4-bit words. The group decided to make money by servicing the growing rave scene. Being based in Vienna and Zurich, the group needed a way to communicate, and chose to use the internet. This was a far from obvious thing to do in 1994. Connections were slow and unreliable. Sometimes it was easier to tape a hard drive full of clubland graphics to the underside of a seat on the express train from Zurich to Vienna and simply email instructions to meet the train and retrieve it. The web was a primitive instrument in 1995 when etoy built its first website. They launched it with a party called etoy.FASTLANE, an optimistic title when the web was anything but. Coco, a transsexual model and tabloid sensation, sang a Japanese song while suspended in the air. She brought media interest, and was anointed etoy’s lifestyle angel. As Wishart and Bochsler write, “it was as if the Seven Dwarfs had discovered their Snow White.” (Wishart & Boschler: 33) The launch didn’t lead to much in the way of a music deal or television exposure. The old media were not so keen to validate the etoy dream of lifting themselves into fame and fortune by their bootstraps. And so etoy decided to be stars of the new media. The slogan was suitably revised: “etoy: the pop star is the pilot is the coder is the designer is the architect is the manager is the system is etoy.” (Wishart & Boschler: 34) The etoy boys were more than net.artists, they were artists of the brand. The brand was achieving a new prominence in the mid-90s. (Klein: 35) This was a time when capitalism was hollowing itself out in the overdeveloped world, shedding parts of its manufacturing base. Control of the circuits of commodification would rest less on the ownership of the means of production and more on maintaining a monopoly on the flows of information. The leading edge of the ruling class was becoming self-consciously vectoral. It controlled the flow of information about what to produce – the details of design, the underlying patents. It controlled the flows of information about what is produced – the brands and logos, the slogans and images. The capitalist class is supplanted by a vectoral class, controlling the commodity circuit through the vectors of information. (Wark) The genius of etoy was to grasp the aesthetic dimension of this new stage of commodification. The etoy boys styled themselves not so much as a parody of corporate branding and management groupthink, but as logical extension of it. They adopted matching uniforms and called themselves agents. In the dada-punk-hiphop tradition, they launched themselves on the world as brand new, self-created, self-named subjects: Agents Zai, Brainhard, Gramazio, Kubli, Esposto, Udatny and Goldstein. The etoy.com website was registered in 1995 with Network Solutions for a $100 fee. The homepage for this etoy.TANKSYSTEM was designed like a flow chart. As Gramazio says: “We wanted to create an environment with surreal content, to build a parallel world and put the content of this world into tanks.” (Wishart & Boschler: 51) One tank was a cybermotel, with Coco the first guest. Another tank showed you your IP number, with a big-brother eye looking on. A supermarket tank offered sunglasses and laughing gas for sale, but which may or may not be delivered. The underground tank included hardcore photos of a sensationalist kind. A picture of the Federal Building in Oklamoma City after the bombing was captioned in deadpan post-situ style “such work needs a lot of training.” (Wishart & Boschler: 52) The etoy agents were by now thoroughly invested in the etoy brand and the constellation of images they had built around it, on their website. Their slogan became “etoy: leaving reality behind.” (Wishart & Boschler: 53) They were not the first artists fascinated by commodification. It was Warhol who said “good art is good business.”(Warhol ) But etoy reversed the equation: good business is good art. And good business, in this vectoral age, is in its most desirable form an essentially conceptual matter of creating a brand at the center of a constellation of signifiers. Late in 1995, etoy held another group meeting, at the Zurich youth center Dynamo. The problem was that while they had build a hardcore website, nobody was visiting it. Agents Gooldstein and Udatny thought that there might be a way of using the new search engines to steer visitors to the site. Zai and Brainhard helped secure a place at the Vienna Academy of Applied Arts where Udatny could use the computer lab to implement this idea. Udatny’s first step was to create a program that would go out and gather email addresses from the web. These addresses would form the lists for the early examples of art-spam that etoy would perpetrate. Udatny’s second idea was a bit more interesting. He worked out how to get the etoy.TANKSYSTEM page listed in search engines. Most search engines ranked pages by the frequency of the search term in the pages it had indexed, so etoy.TANKSYSTEM would contain pages of selected keywords. Porn sites were also discovering this method of creating free publicity. The difference was that etoy chose a very carefully curated list of 350 search terms, including: art, bondage, cyberspace, Doom, Elvis, Fidel, genx, heroin, internet, jungle and Kant. Users of search engines who searched for these terms would find dummy pages listed prominently in their search results that directed them, unsuspectingly, to etoy.com. They called this project Digital Hijack. To give the project a slightly political aura, the pages the user was directed to contained an appeal for the release of convicted hacker Kevin Mitnick. This was the project that won them a Golden Nica statuette at Ars Electronica in 1996, which Gramazio allegedly lost the same night playing roulette. It would also, briefly, require that they explain themselves to the police. Digital Hijack also led to the first splits in the group, under the intense pressure of organizing it on a notionally collective basis, but with the zealous Agent Zai acting as de facto leader. When Udatny was expelled, Zai and Brainhard even repossessed his Toshiba laptop, bought with etoy funds. As Udatny recalls, “It was the lowest point in my life ever. There was nothing left; I could not rely on etoy any more. I did not even have clothes, apart from the etoy uniform.” (Wishart & Boschler: 104) Here the etoy story repeats a common theme from the history of the avant gardes as forms of collective subjectivity. After Digital Hijack, etoy went into a bit of a slump. It’s something of a problem for a group so dependent on recognition from the other of the media, that without a buzz around them, etoy would tend to collapse in on itself like a fading supernova. Zai spend the early part of 1997 working up a series of management documents, in which he appeared as the group’s managing director. Zai employed the current management theory rhetoric of employee ‘empowerment’ while centralizing control. Like any other corporate-Trotskyite, his line was that “We have to get used to reworking the company structure constantly.” (Wishart & Boschler: 132) The plan was for each member of etoy to register the etoy trademark in a different territory, linking identity to information via ownership. As Zai wrote “If another company uses our name in a grand way, I’ll probably shoot myself. And that would not be cool.” (Wishart & Boschler:: 132) As it turned out, another company was interested – the company that would become eToys.com. Zai received an email offering “a reasonable sum” for the etoy.com domain name. Zai was not amused. “Damned Americans, they think they can take our hunting grounds for a handful of glass pearls….”. (Wishart & Boschler: 133) On an invitation from Suzy Meszoly of C3, the etoy boys traveled to Budapest to work on “protected by etoy”, a work exploring internet security. They spent most of their time – and C3’s grant money – producing a glossy corporate brochure. The folder sported a blurb from Bjork: “etoy: immature priests from another world” – which was of course completely fabricated. When Artothek, the official art collection of the Austrian Chancellor, approached etoy wanting to buy work, the group had to confront the problem of how to actually turn their brand into a product. The idea was always that the brand was the product, but this doesn’t quite resolve the question of how to produce the kind of unique artifacts that the art world requires. Certainly the old Conceptual Art strategy of selling ‘documentation’ would not do. The solution was as brilliant as it was simple – to sell etoy shares. The ‘works’ would be ‘share certificates’ – unique objects, whose only value, on the face of it, would be that they referred back to the value of the brand. The inspiration, according to Wishart & Boschsler, was David Bowie, ‘the man who sold the world’, who had announced the first rock and roll bond on the London financial markets, backed by future earnings of his back catalogue and publishing rights. Gramazio would end up presenting Chancellor Viktor Klima with the first ‘shares’ at a press conference. “It was a great start for the project”, he said, “A real hack.” (Wishart & Boschler: 142) For this vectoral age, etoy would create the perfect vectoral art. Zai and Brainhard took off next for Pasadena, where they got the idea of reverse-engineering the online etoy.TANKSYSTEM by building an actual tank in an orange shipping container, which would become etoy.TANK 17. This premiered at the San Francisco gallery Blasthaus in June 1998. Instant stars in the small world of San Francisco art, the group began once again to disintegrate. Brainhard and Esposito resigned. Back in Europe in late 1998, Zai was preparing to graduate from the Vienna Academy of Applied Arts. His final project would recapitulate the life and death of etoy. It would exist from here on only as an online archive, a digital mausoleum. As Kubli says “there was no possibility to earn our living with etoy.” (Wishart & Boschler: 192) Zai emailed eToys.com and asked them if them if they would like to place a banner ad on etoy.com, to redirect any errant web traffic. Lawyers for eToys.com offered etoy $30,000 for the etoy.com domain name, which the remaining members of etoy – Zai, Gramazio, Kubli – refused. The offer went up to $100,000, which they also refused. Through their lawyer Peter Wild they demanded $750,000. In September 1999, while etoy were making a business presentation as their contribution to Ars Electronica, eToys.com lodged a complaint against etoy in the Los Angeles Superior Court. The company hired Bruce Wessel, of the heavyweight LA law firm Irell & Manella, who specialized in trademark, copyright and other intellectual property litigation. The complaint Wessel drafted alleged that etoy had infringed and diluted the eToys trademark, were practicing unfair competition and had committed “intentional interference with prospective economic damage.” (Wishart & Boschler: 199) Wessel demanded an injunction that would oblige etoy to cease using its trademark and take down its etoy.com website. The complaint also sought to prevent etoy from selling shares, and demanded punitive damages. Displaying the aggressive lawyering for which he was so handsomely paid, Wessel invoked the California Unfair Competition Act, which was meant to protect citizens from fraudulent business scams. Meant as a piece of consumer protection legislation, its sweeping scope made it available for inventive suits such as Wessel’s against etoy. Wessel was able to use pretty much everything from the archive etoy built against it. As Wishart and Bochsler write, “The court papers were like a delicately curated catalogue of its practices.” (Wishart & Boschler: 199) And indeed, legal documents in copyright and trademark cases may be the most perfect literature of the vectoral age. The Unfair Competition claim was probably aimed at getting the suit heard in a Californian rather than a Federal court in which intellectual property issues were less frequently litigated. The central aim of the eToys suit was the trademark infringement, but on that head their claims were not all that strong. According to the 1946 Lanham Act, similar trademarks do not infringe upon each other if there they are for different kinds of business or in different geographical areas. The Act also says that the right to own a trademark depends on its use. So while etoy had not registered their trademark and eToys had, etoy were actually up and running before eToys, and could base their trademark claim on this fact. The eToys case rested on a somewhat selective reading of the facts. Wessel claimed that etoy was not using its trademark in the US when eToys was registered in 1997. Wessel did not dispute the fact that etoy existed in Europe prior to that time. He asserted that owning the etoy.com domain name was not sufficient to establish a right to the trademark. If the intention of the suit was to bully etoy into giving in, it had quite the opposite effect. It pissed them off. “They felt again like the teenage punks they had once been”, as Wishart & Bochsler put it. Their art imploded in on itself for lack of attention, but called upon by another, it flourished. Wessel and eToys.com unintentionally triggered a dialectic that worked in quite the opposite way to what they intended. The more pressure they put on etoy, the more valued – and valuable – they felt etoy to be. Conceptual business, like conceptual art, is about nothing but the management of signs within the constraints of given institutional forms of market. That this conflict was about nothing made it a conflict about everything. It was a perfectly vectoral struggle. Zai and Gramazio flew to the US to fire up enthusiasm for their cause. They asked Wolfgang Staehle of The Thing to register the domain toywar.com, as a space for anti-eToys activities at some remove from etoy.com, and as a safe haven should eToys prevail with their injunction in having etoy.com taken down. The etoy defense was handled by Marcia Ballard in New York and Robert Freimuth in Los Angeles. In their defense, they argued that etoy had existed since 1994, had registered its globally accessible domain in 1995, and won an international art prize in 1996. To counter a claim by eToys that they had a prior trademark claim because they had bought a trademark from another company that went back to 1990, Ballard and Freimuth argued that this particular trademark only applied to the importation of toys from the previous owner’s New York base and thus had no relevance. They capped their argument by charging that eToys had not shown that its customers were really confused by the existence of etoy. With Christmas looming, eToys wanted a quick settlement, so they offered Zurich-based etoy lawyer Peter Wild $160,000 in shares and cash for the etoy domain. Kubli was prepared to negotiate, but Zai and Gramazio wanted to gamble – and raise the stakes. As Zai recalls: “We did not want to be just the victims; that would have been cheap. We wanted to be giants too.” (Wishart & Boschler: 207) They refused the offer. The case was heard in November 1999 before Judge Rafeedie in the Federal Court. Freimuth, for etoy, argued that federal Court was the right place for what was essentially a trademark matter. Robert Kleiger, for eToys, countered that it should stay where it was because of the claims under the California Unfair Competition act. Judge Rafeedie took little time in agreeing with the eToys lawyer. Wessel’s strategy paid off and eToys won the first skirmish. The first round of a quite different kind of conflict opened when etoy sent out their first ‘toywar’ mass mailing, drawing the attention of the net.art, activism and theory crowd to these events. This drew a report from Felix Stalder in Telepolis: “Fences are going up everywhere, molding what once seemed infinite space into an overcrowded and tightly controlled strip mall.” (Stalder ) The positive feedback from the net only emboldened etoy. For the Los Angeles court, lawyers for etoy filed papers arguing that the sale of ‘shares’ in etoy was not really a stock offering. “The etoy.com website is not about commerce per se, it is about artist and social protest”, they argued. (Wishart & Boschler: 209) They were obliged, in other words, to assert a difference that the art itself had intended to blur in order to escape eToy’s claims under the Unfair Competition Act. Moreover, etoy argued that there was no evidence of a victim. Nobody was claiming to have been fooled by etoy into buying something under false pretences. Ironically enough, art would turn out in hindsight to be a more straightforward transaction here, involving less simulation or dissimulation, than investing in a dot.com. Perhaps we have reached the age when art makes more, not less, claim than business to the rhetorical figure of ‘reality’. Having defended what appeared to be the vulnerable point under the Unfair Competition law, etoy went on the attack. It was the failure of eToys to do a proper search for other trademarks that created the problem in the first place. Meanwhile, in Federal Court, lawyers for etoy launched a counter-suit that reversed the claims against them made by eToys on the trademark question. While the suits and counter suits flew, eToys.com upped their offer to settle to a package of cash and shares worth $400,000. This rather puzzled the etoy lawyers. Those choosing to sue don’t usually try at the same time to settle. Lawyer Peter Wild advised his clients to take the money, but the parallel tactics of eToys.com only encouraged them to dig in their heels. “We felt that this was a tremendous final project for etoy”, says Gramazio. As Zai says, “eToys was our ideal enemy – we were its worst enemy.” (Wishart & Boschler: 210) Zai reported the offer to the net in another mass mail. Most people advised them to take the money, including Doug Rushkoff and Heath Bunting. Paul Garrin counseled fighting on. The etoy agents offered to settle for $750,000. The case came to court in late November 1999 before Judge Shook. The Judge accepted the plausibility of the eToys version of the facts on the trademark issue, which included the purchase of a registered trademark from another company that went back to 1990. He issued an injunction on their behalf, and added in his statement that he was worried about “the great danger of children being exposed to profane and hardcore pornographic issues on the computer.” (Wishart & Boschler: 222) The injunction was all eToys needed to get Network Solutions to shut down the etoy.com domain. Zai sent out a press release in early December, which percolated through Slashdot, rhizome, nettime (Staehle) and many other networks, and catalyzed the net community into action. A debate of sorts started on investor websites such as fool.com. The eToys stock price started to slide, and etoy ‘warriors’ felt free to take the credit for it. The story made the New York Times on 9th December, Washington Post on the 10th, Wired News on the 11th. Network Solutions finally removed the etoy.com domain on the 10th December. Zai responded with a press release: “this is robbery of digital territory, American imperialism, corporate destruction and bulldozing in the way of the 19th century.” (Wishart & Boschler: 237) RTMark set up a campaign fund for toywar, managed by Survival Research Laboratories’ Mark Pauline. The RTMark press release promised a “new internet ‘game’ designed to destroy eToys.com.” (Wishart & Boschler: 239) The RTMark press release grabbed the attention of the Associated Press newswire. The eToys.com share price actually rose on December 13th. Goldman Sachs’ e-commerce analyst Anthony Noto argued that the previous declines in the Etoys share price made it a good buy. Goldman Sachs was the lead underwriter of the eToys IPO. Noto’s writings may have been nothing more than the usual ‘IPOetry’ of the time, but the crash of the internet bubble was some months away yet. The RTMark campaign was called ‘The Twelve Days of Christmas’. It used the Floodnet technique that Ricardo Dominguez used in support of the Zapatistas. As Dominguez said, “this hysterical power-play perfectly demonstrates the intensions of the new net elite; to turn the World Wide Web into their own private home-shopping network.” (Wishart & Boschler: 242) The Floodnet attack may have slowed the eToys.com server down a bit, but it was robust and didn’t crash. Ironically, it ran on open source software. Dominguez claims that the ‘Twelve Days’ campaign, which relied on individuals manually launching Floodnet from their own computers, was not designed to destroy the eToys site, but to make a protest felt. “We had a single-bullet script that could have taken down eToys – a tactical nuke, if you will. But we felt this script did not represent the presence of a global group of people gathered to bear witness to a wrong.” (Wishart & Boschler: 245) While the eToys engineers did what they could to keep the site going, eToys also approached universities and businesses whose systems were being used to host Floodnet attacks. The Thing, which hosted Dominguez’s eToys Floodnet site was taken offline by The Thing’s ISP, Verio. After taking down the Floodnet scripts, The Thing was back up, restoring service to the 200 odd websites that The Thing hosted besides the offending Floodnet site. About 200 people gathered on December 20th at a demonstration against eToys outside the Museum of Modern Art. Among the crowd were Santas bearing signs that said ‘Coal for eToys’. The rally, inside the Museum, was led by the Reverend Billy of the Church of Stop Shopping: “We are drowning in a sea of identical details”, he said. (Wishart & Boschler: 249-250) Meanwhile etoy worked on the Toywar Platform, an online agitpop theater spectacle, in which participants could act as soldiers in the toywar. This would take some time to complete – ironically the dispute threatened to end before this last etoy artwork was ready, giving etoy further incentives to keep the dispute alive. The etoy agents had a new lawyer, Chris Truax, who was attracted to the case by the publicity it was generating. Through Truax, etoy offered to sell the etoy domain and trademark for $3.7 million. This may sound like an insane sum, but to put it in perspective, the business.com site changed hands for $7.5 million around this time. On December 29th, Wessel signaled that eToys was prepared to compromise. The problem was, the Toywar Platform was not quite ready, so etoy did what it could to drag out the negotiations. The site went live just before the scheduled court hearings, January 10th 2000. “TOYWAR.com is a place where all servers and all involved people melt and build a living system. In our eyes it is the best way to express and document what’s going on at the moment: people start to about new ways to fight for their ideas, their lifestyle, contemporary culture and power relations.” (Wishart & Boschler: 263) Meanwhile, in a California courtroom, Truax demanded that Network Solutions restore the etoy domain, that eToys pay the etoy legal expenses, and that the case be dropped without prejudice. No settlement was reached. Negotiations dragged on for another two weeks, with the etoy agents’ attention somewhat divided between two horizons – art and law. The dispute was settled on 25th January. Both parties dismissed their complaints without prejudice. The eToys company would pay the etoy artists $40,000 for legal costs, and contact Network Solutions to reinstate the etoy domain. “It was a pleasure doing business with one of the biggest e-commerce giants in the world” ran the etoy press release. (Wishart & Boschler: 265) That would make a charming end to the story. But what goes around comes around. Brainhard, still pissed off with Zai after leaving the group in San Francisco, filed for the etoy trademark in Austria. After that the internal etoy wranglings just gets boring. But it was fun while it lasted. What etoy grasped intuitively was the nexus between the internet as a cultural space and the transformation of the commodity economy in a yet-more abstract direction – its becoming-vectoral. They zeroed in on the heart of the new era of conceptual business – the brand. As Wittgenstein says of language, what gives words meaning is other words, so too for brands. What gives brands meaning is other brands. There is a syntax for brands as there is for words. What etoy discovered is how to insert a new brand into that syntax. The place of eToys as a brand depended on their business competition with other brands – with Toys ‘R’ Us, for example. For etoy, the syntax they discovered for relating their brand to another one was a legal opposition. What made etoy interesting was their lack of moral posturing. Their abandonment of leftist rhetorics opened them up to exploring the territory where media and business meet, but it also made them vulnerable to being consumed by the very dialectic that created the possibility of staging etoy in the first place. By abandoning obsolete political strategies, they discovered a media tactic, which collapsed for want of a new strategy, for the new vectoral terrain on which we find ourselves. Works Cited Negri, Antonio. Time for Revolution. Continuum, London, 2003. Warhol, Andy. From A to B and Back Again. Picador, New York, 1984. Stalder, Felix. ‘Fences in Cyberspace: Recent events in the battle over domain names’. 19 Jun 2003. <http://felix.openflows.org/html/fences.php>. Wark, McKenzie. ‘A Hacker Manifesto [version 4.0]’ 19 Jun 2003. http://subsol.c3.hu/subsol_2/contributors0/warktext.html. Klein, Naomi. No Logo. Harper Collins, London, 2000. Wishart, Adam & Regula Bochsler. Leaving Reality Behind: etoy vs eToys.com & Other Battles to Control Cyberspace Ecco Books, 2003. Staehle, Wolfgang. ‘<nettime> etoy.com shut down by US court.’ 19 Jun 2003. http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.html Links http://amsterdam.nettime.org/Lists-Archives/nettime-l-9912/msg00005.htm http://felix.openflows.org/html/fences.html http://subsol.c3.hu/subsol_2/contributors0/warktext.html Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Wark, McKenzie. "Toywars" M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/02-toywars.php>. APA Style Wark, M. (2003, Jun 19). Toywars. M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/02-toywars.php>