Journal articles on the topic 'Image processing Television broadcasting of news'

With the advent of the MPEG-4 Visual and H.264 compression standards, the role of the MPEG-2 compression standard has not diminished at the present time, since these standards are largely compatible, especially for information highways. Today, in a number of countries, the MPEG-2 compression standard is actually the main one for broadcasting, the functioning of which is based on the operation of DVB-T terrestrial digital television systems. Due to the fact that the majority of the currently used STBs support the MPEG-2 standard, it will remain widespread for at least the next few years. The ITU-T H.264 /MPEG-4 Part 10 AVC standard (abbreviated as H.264/AVC) is a promising new technology for encoding and compressing audiovisual information. The compression efficiency of the H.264/AVC standard is higher than the MPEG-2 standard with equal visual perception. The H.264/AVC standard was developed independent of the transport layer of the transmission systems used. Therefore, information delivery in the H.264/AVC standard can be carried out using any existing transmission and broadcasting systems, including: systems with IP protocols (including streaming delivery), transport streams of broadcasting systems in the MPEG-2 standard, as well as specific formats H.264 / AVC files for storage and processing on servers.

Black field failure and static frame failure are two kinds of abnormal states in the process of radio and television broadcast. To explore an effective method to eliminate the two faults, so as to ensure the safety of radio and television broadcasting, has a very important practical significance. This paper introduces a method to detect black field failure and static frame failure which based on digital image processing techniques. During the detection,the image block processing is introduced, and the gray values of the inner frame images and the adjacent frame images need to be calculated and contrasted. The Matlab simulation analysis was carried on has proved its feasibility at last.

Introduction. Research on live broadcasting television and interactive projects is an important contribution not only to the history and theory of social communications, but also a promising field for further research of this type of broadcasting that can be also applied to the investigation of the Internet. Generalization and distinguishing features of this type of broadcasting are less common in the scientific community. During the research the following methods were used: historical and historical-comparative to analyze and organize data concerning ways of live broadcasting and interactive programs formation; systematization, classification, and clustering methods were used to get generalizations. A comparative method was implemented to distinguish common and diverse features of different types of broadcasting which are used in broadcast journalism. The content analysis method was applied for the organization of data concerning the development of programs, which use the interaction with the viewer as a certain communicative technology. The purpose of our study is to formulate a certain concept of genre features that are typical for interactive and live television broadcasting. We set out the following tasks: to distinguish the features of interactive and live broadcasting; outline their particularities in the different types of broadcasting and offer promising directions for using that type of broadcasting. This allowed us to distinguish the difference between live and interactive broadcasting, to focus on time and duration of interaction, to trace the use of different genres in these types of programs, to distinguish their specific features, to generalize and classify them, to identify promising directions of research. Results and conclusions. Live interactive television is characterized by a genre-themed variety. Language-communication and an improvisational script are mainly used in live broadcasting that motivates the audience to engage, provides lasting interest, trust, and positive changes in the image of the channel. News uses live broadcasting as the main way of organization of information (using «live» or stream of momentous events broadcasting), the use of interactivity in this type of broadcasting is indirect and is more oriented to further communication using individual touchpoints. Analytical programs are represented by various conversations in-studio and telemarathon. Viewer interaction is limited to the «viewer as one of the audience» type. Entertainment broadcasting is presented in such formats as Life-Show, Reality-Show (one of its varieties is Talent-Show), and Intelligence-Show, where interaction with the viewer is one of the formative factors. We see the benefits of this type of television among other forms of broadcasting in economic, dramatic, ideological, and communication aspects. Keywords: interactive television, communication, media audience, live television, television content.

Since of Donald Trump was elected President of the US, American journalism in general and TV journalists in particular has been going through transformations in genres, topics, variety of linguistic means and general content strategy. The article is an attempt to determine the most significant changes in the news broadcast. Using the information content of CNN as the main detractor of Trump’s media policy, the author analyzes and describes the new trends in the broadcasting policy. These include a significant reduction in the number of news items per news bulletin, attractivation of panel discussions, dominance of political topics and Donald Trump himself as the main news maker, negative evaluation in the frontmen’s language, journalists’ switch-over from observing to criticizing and assessing, changes in the president’s image and in the concept of D. Trump in American mass media, and the emergence and development of a new “White House chaos” concept. The article shows the dynamics in the main CNN’s structural indicators, such as genres ratio, thematic preferences, linguistic components, over the past five years. The author infers that the adversarial relationship between the president and TV journalists results in overall decreased taping content quality and lower professional standards for frontment and news channel correspondents. In this relation, lack of objectivity, biased discussions and prevalence of negative evaluation are of particular concern. The research was carried out in the second half of 2018, a case study of CNN newscasts of 2017 and 2018.

Televisi Republik Indonesia (TVRI) is a state television. Since its establishment on August 24, 1962, TVRI has indeed experienced various phases in its life. Through Law No.32 of 2002 concerning Broadcasting, TVRI was established as a Public Broadcasting Institution (LPP). LPP is a broadcasting institution in the form of a legal entity established by the state, independent, neutral, non-commercial and functions to provide services for the benefit of the community. At present, TVRI has changed its Director since March 2018 namely Helmi Yahya, known as the King of Quiz. With the new Managing Director, TVRI began many enthusiasts who watched with new faces and more interesting programs. This research uses a qualitative research method, and is descriptive in nature which will later explain the marketing strategy of TVRI which has begun to attract the public and an increase in rating and audience share. This study uses interview techniques and data collection from social media and the internet as well as journals, books as primary and secondary data. The marketing strategy undertaken by TVRI includes five rebranding media including channel branding packages, promo on air, news packages, social media, and off air promotions. Of all the rebranding media, the most effective media is social media because aside from being a new media or digital marketing, it can reach all people, both TVRI viewers and private TV viewers

The image-building of the political system through the public broadcasting corporation BRTn is analysed on the base of a content analysis of the political information in the television news during the period 1982-1991. The study shows that political coverage in the public television news is subject to actualisation, fragmentation, personifying, dramatisation and the introduction of entertainment-techniques. Political items are transferred to the back of the newsbroadcast and there is less room for interpretation of the facts. Journalists point out that the attention for politics has diminished because the audience is less interested. However it is very likely that this is the result of the fact that the audience is uniformed because of the lack of information. In that way we enter a vicious circle that can only be broken through the media themselves. In order to achieve this, television shoud bring more interpretation and explanation of the facts. A parliamentary feature, incorporated in a current alfairs programme could attribute to this, but can do no miracles when commercial tendencies become stronger in the news itself.

Television data collection and return technologies are one of key technologies in television secure broadcasting system, TV video content surveillance, TV program copyright protection, and client advertisement broadcasting. In china, the dominating methods of TV video content surveillance are manual tape recording and whole TV program Automatic Return. Manual method costs too much, whole TV program return method needs lots of net bandwidth and storage space. This paper proposes a new method of television data collection and return technology, video field is extracted from continuous video and coded at frequency of about one field per second, in other words, one field is extracted from continuous fifty fields of original video for PAL TV system, extracted frame can be coded by all means, for example JPEG2000, or intra mode code of H.264 or MPEG2. TV programs whose content and topic change most frequently are news and advertisement program, which may change topic in five to ten seconds, so extracted sequences hold the same topic and content and enough information with original video for TV program content surveillance application. The data quantity of extracted sequence is about 3 percent of the original video program, which will save large quantity of network bandwidth and storage space. One hardware implementation method of this technology based on embedded system is proposed, the TV Field Extractor, which circularly extracts images from target TV program, uses high-performance compression algorithm for image compression and stores the final output sequences of stationary images on the hard disk, or transmits these sequences to the monitoring center via network. This method evidently reduces device cost, network bandwidth and storage space, which can be widely adopted in TV program content surveillance and TV secure broadcasting system.

<p>The singular value decomposition (SVD) plays a very important role in the field of image processing for applications such as feature extraction, image compression, etc. The main objective is to enhance the resolution of the image based on Singular Value Decomposition. The original image and the subsequent sub-pixel shifted image, subjected to image registration is transferred to SVD domain. An enhanced method of choosing the singular values from the SVD domain images to reconstruct a high resolution image using fusion techniques is proposesed. This technique is called as enhanced SVD based fusion. Significant improvement in the performance is observed by applying enhanced SVD method preceding the various interpolation methods which are incorporated. The technique has high advantage and computationally fast which is most needed for satellite imaging, high definition television broadcasting, medical imaging diagnosis, military surveillance, remote sensing etc.</p>

In this research, the color system was analyzed according to the International Lighting Commission (CIE) standard by studying the theoretical aspect of the general color system according to the latest communication theories of the visual image supported by mathematical equations and illustrations supporting the relevant hypotheses and then a comparison of evolution. There is an enormous use in color spaces and systems according to their own use, where the use of colors has become in various areas including television systems; computer systems; industry and product colors; printing of all kinds of black and white and color; paint colors for buildings, houses, and cities; and many other color-related uses. The development of color spaces and systems from 1931 to the present day has expanded a lot, and this led to the emergence of new areas of color systems characterized by accuracy and beauty and became the color of the subcolors according to the desire of the customer and the quality of use. The development of color systems has an impact on visual communication such as television broadcasting systems, medical image processing, and video signal processing, as well as in the field of computer such as graphic equipment and printing.

Based on historiographical procedures and methods used in the field of media science, a research was conducted, through quantitative and qualitative analysis, on unique historical sources in the form of television programs which provided information on the National Museum. In the selected period, which is delimited by the year 1953, when television broadcasting began in Czechoslovakia and the year 1993, an analysis of these media was undertaken focusing on their use as historical sources. In the period under review, a genre diversity was detected, which offered news service, opinion journalism, educational programs and entertainment. Through historical sources, valuable in today’s perspective, these programs formed the media image of the National Museum as an institution with a rich past closely linked to national history and as an irreplaceable scientific platform.

Since its inception in the 1920's, electronic imaging has evolved from placing a photocell behind a rotating disk with a spiral pattern of holes to solid-state sensors backed by powerful image-processing computers. In the early years, developments in electronics imaging were driven by the possibility of broadcasting images over the airwaves. A number of scientists attempted to adapt devices for television to other forms of electronic imaging. However, success in applying televison pickup tubes to high-performance imaging was minimal because of the high cost, low performance, and scarcity of large-scale computers.

Brand of television programs has positive equity. It marks by the strength of audience awareness and familiarity with the name of the program. Marketer of television station are considered can create brand knowledge of the program in the audience memory. Nevertheless, as a business, television industries supposed to dynamically follow market need and wants. The brand of the television program which has strength awareness as well as the image on the audience memory will gradually change as much as a media business. This study using a qualitative method and case study as a research strategy to reveals the research problem about how the newsroom team arranged their strategies to maintain brand knowledge to the popularity program. The case study was conducted on RCTI news program “Seputar Indonesia” which has top of mind in audience memory then changed into “Seputar iNews”. This study aiming to enquire how television broadcasting journalist strategies to maintain brand knowledge of their news program. The result is newsroom team have adapted and innovated their process to maintain brand knowledge. They were using main strategic such as maintain their replacement news program typically, maintain brand element whose have audiences top of mind, also using the digital platform. Merek sebuah program televisi seringkali memiliki ekuitas yang positif. Hal ini ditandai dengan kesadaran dan keakraban yang kuat antara audiens dengan nama program televisi tersebut. Pemasar pada stasiun televisi telah mampu menciptakan pengetahuan terhadap merek (brand knowledge) dalam hal ini nama program acara, di dalam memori audiens. Namun, sebagai sebuah bisnis, industri televisi juga harus tetap bergerak dinamis mengikuti keinginan dan kebutuhan pasar. Merek program yang telah memiliki kesadaran dan citra (brand awareness dan brand image) yang kuat di dalam memori audiens, berubah mengikuti kepentingan bisnis media. Dengan menggunakan pendekatan kualitatif dan metode studi kasus, peneliti mengangkat permasalahan bagaimana tim redaksi pemberitaan, menyusun strategi guna mempertahankan brand knowledge sebuah program yang sudah populer di mata penonton. Studi kasus dilakukan terhadap program “Seputar Indonesia” di stasiun televisi RCTI yang sudah melekat di benak konsumen, namun kemudian berubah nama menjadi “Seputar iNews”. Penelitian ini bertujuan untuk mengetahui strategi yang dilakukan oleh pelaku industri media penyiaran televisi dalam mempertahankan brand knowledge sebuah program berita. Hasilnya, tim redaksi pemberitaan sudah melakukan proses adaptasi dan inovasi untuk mempertahankan brand knowledge. Redaksi menggunakan strategi utama yakni mempertahankan ciri khas program berita pengganti, mempertahankan elemen merek yang sudah menjadi top of mind penonton, serta memanfaatkan media digital dan platform lain dalam satu grup perusahaan.

The study analyzes the news content of three national television channels in Bolivia (one public and two private), where the treatment of news on gender violence is observed. The methodology proposed by Monitoreo Global de Medios, which addresses gender and media issues, is applied. At the same time, the dimensions of media literacy proposed by Ferrés and Piscitelli (2012) are analyzed in university women who observed the news broadcast on television. The findings show that there are more women (59.05%) than men (40.95%) as protagonists of the articles on gender violence, and that sexist stereotypes are reinforced in the presentation of the news. After applying the questionnaire to 200 university women, the technology dimension reached an advanced level (46.7%) based on knowledge of technological concepts and image processing software. However, the dimension of interaction processes has a high percentage of 59.5% at the basic level, as there is a lack of knowledge of the possibilities of acting critically in the face of violent content presented in the media.

At present, the news broadcast system using mobile network on the market provides the basic functions required by TV stations, but there are still many problems and shortcomings. In view of the main problems existing in the current system and combined with the actual needs of current users, this paper has preliminarily developed a news broadcast system based on 5G Live. The card frame adaptive strategy significantly improves the user experience by using gradual video frame buffering technology. Hardware codec technology significantly reduces the consumption of system resources; H.264 high-compression algorithm can reduce network bandwidth by 50% compared with MPEG-2 and MPEG-4 without a significant change in image quality. At the same time, the use of mobile video acquisition terminals in the system not only solves the problem that satellite broadcast vehicles cannot reach the site due to the lack of roads but also greatly reduces the cost of early deployment and late maintenance of the news broadcast system. This paper studies the card frame adaptive strategy, the system resource consumption reduction solution, and the deployment scheme of the mobile video and audio transmission terminal, which is of great significance to improve the design and research of the news broadcast system under the wireless network application and also has certain reference value for the design of other broadcasting and television solutions.

The Concept of development of documentary cinema and the film chronicle of Russia, put forward by the Filmmakers Union of the Russian Federation, contains a disputable proposal to revive newsreels, which is analyzed in the article in social, historical and media contexts. Filmed press was in demand at the time when the cinema was the only audiovisual channel in mass media. It has been an instrument of propaganda but still it constitutes the bulk of filmed chronicles or the visual history of this country. On the other hand, film documents, initially not meant to be shown, later served as material for propaganda. The contradistinction of film chronicle and propaganda proves to be nave in TV practice. Broadcasting news of the day if not of the hour, television gives a transitory and momentary image, and normally tends to cover the absence of life shots by verbal information. For history, on the contrary, the authentic documentary image is of paramount value - the image of an object that appears today or is bound to disappear tomorrow, of those present events that will shape the future of the country. It demands a quite different space-time assessment of actuality and consequently a different style of film shooting which presumes a secondary, nominative, verbal explanation. The historical value of the in-coming documentary as well as the reliability and profitability of its storage in the present digital form are doubtful from the viewpoint of the RGAKFD, which supports the idea of the revival of newsreels. The documents of everlasting importance should rather be shot on film in the format of their archive storage while their regular representation may form the mission of an audiovisual journal for digital distribution starting with the cinema.

The rhetorical logic of the discourse which is currently building the image of the junction between tradition and nation (and of the concepts thus required) is also due to processing this discourse in the media. That is to say that the connection between media communication and the political instrumentalization of traditions as a domain of national constructs has offered proper soil for shaping the political and ideological narratives based on nation. The use of some concepts, such as nation, national culture, traditions and folklore in the first decades of the 20th century, and their instrumentalization as radio products, created the premises and particularly the pattern of some specific discursive constructions regarding the nation- state. These were meant to be integrated, embraced and, especially, reproduced on a large scale. Therefore, the discourse focused on national identity – with all its constitutive elements (the state, the language, the history and traditions) – could disseminate a unique hypostasis, shaped under political control, which thus legitimated it. From 1928, the year when the first radio programs were broadcast, until directly after the 1950s, when the recording of the radio programs on magnetic tape was a common professional practice, the only documents that could be considered today are the written texts of the radio programs (conferences, educational or informative programs, political, agricultural news, etc.). Between 1925, when The Romanian Society of Radiotelephony was established, and 1948, the year when the communist regime officially came into power, Romanian radio programs broadcast discourses on a broad range of topics and for a large audience. The present study focuses on the ethnological one. We are interested in how the ethnological discourse rooted in the aforementioned time period also built a media hypostasis for addressing the entire society, and in how programs dedicated to “traditions” bear the signs of this structuring process.

While the television cooking genre has evolved in numerous ways to withstand competition and become a constant feature in television programming (Collins and College), it has been argued that audience demand for televisual cooking has always been high because of the daily importance of cooking (Hamada, “Multimedia Integration”). Early cooking shows were characterised by an instructional discourse, before quickly embracing an entertainment focus; modern cooking shows take on a more competitive, out of the kitchen focus (Collins and College). The genre has continued to evolve, with celebrity chefs and ordinary people embracing transmedia affordances to return to the instructional focus of the early cooking shows. While the television cooking show is recognised for its broad cultural impacts related to gender (Ouellette and Hay), cultural capital (Ibrahim; Oren), television formatting (Oren), and even communication itself (Matwick and Matwick), its role in the widespread adoption of television captions is significantly underexplored. Even the fact that a cooking show was the first ever program captioned on American television is almost completely unremarked within cooking show histories and literature.A Brief History of Captioning WorldwideWhen captions were first introduced on US television in the early 1970s, programmers were guided by the general principle to make the captioned program “accessible to every deaf viewer regardless of reading ability” (Jensema, McCann and Ramsey 284). However, there were no exact rules regarding captioning quality and captions did not reflect verbatim what was said onscreen. According to Jensema, McCann and Ramsey (285), less than verbatim captioning continued for many years because “deaf people were so delighted to have captions that they accepted almost anything thrown on the screen” (see also Newell 266 for a discussion of the UK context).While the benefits of captions for people who are D/deaf or hard of hearing were immediate, its commercial applications also became apparent. When the moral argument that people who were D/deaf or hard of hearing had a right to access television via captions proved unsuccessful in the fight for legislation, advocates lobbied the US Congress about the mainstream commercial benefits such as in education and the benefits for people learning English as a second language (Downey). Activist efforts and hard-won legal battles meant D/deaf and hard of hearing viewers can now expect closed captions on almost all television content. With legislation in place to determine the provision of captions, attention began to focus on their quality. D/deaf viewers are no longer just delighted to accept anything thrown on the screen and have begun to demand verbatim captioning. At the same time, market-based incentives are capturing the attention of television executives seeking to make money, and the widespread availability of verbatim captions has been recognised for its multimedia—and therefore commercial—applications. These include its capacity for information retrieval (Miura et al.; Agnihotri et al.) and for creative repurposing of television content (Blankinship et al.). Captions and transcripts have been identified as being of particular importance to augmenting the information provided in cooking shows (Miura et al.; Oh et al.).Early Captions in the US: Julia Child’s The French ChefJulia Child is indicative of the early period of the cooking genre (Collins and College)—she has been described as “the epitome of the TV chef” (ray 53) and is often credited for making cooking accessible to American audiences through her onscreen focus on normalising techniques that she promised could be mastered at home (ray). She is still recognised for her mastery of the genre, and for her capacity to entertain in a way that stood out from her contemporaries (Collins and College; ray).Julia Child’s The French Chef originally aired on the US publicly-funded Public Broadcasting System (PBS) affiliate WBGH from 1963–1973. The captioning of television also began in the 1960s, with educators creating the captions themselves, mainly for educational use in deaf schools (Downey 70). However, there soon came calls for public television to also be made accessible for the deaf and hard of hearing—the debate focused on equality and pushed for recognition that deaf people were culturally diverse (Downey 70).The PBS therefore began a trial of captioning programs (Downey 71). These would be “open captions”—characters which were positioned on the screen as part of the normal image for all viewers to see (Downey 71). The trial was designed to determine both the number of D/deaf and hard of hearing people viewing the program, as well as to test if non-D/deaf and hard of hearing viewers would watch a program which had captions (Downey 71). The French Chef was selected for captioning by WBGH because it was their most popular television show in the early 1970s and in 1972 eight episodes of The French Chef were aired using open—albeit inconsistent—captions (Downey 71; Jensema et al. 284).There were concerns from some broadcasters that openly captioned programs would drive away the “hearing majority” (Downey 71). However, there was no explicit study carried out in 1972 on the viewers of The French Chef to determine if this was the case because WBGH ran out of funds to research this further (Downey 71). Nevertheless, Jensema, McCann and Ramsey (284) note that WBGH did begin to re-broadcast ABC World News Tonight in the 1970s with open captions and that this was the only regularly captioned show at the time.Due to changes in technology and fears that not everyone wanted to see captions onscreen, television’s focus shifted from open captions to closed captioning in the 1980s. Captions became encoded, with viewers needing a decoder to be able to access them. However, the high cost of the decoders meant that many could not afford to buy them and adoption of the technology was slow (Youngblood and Lysaght 243; Downey 71). In 1979, the US government had set up the National Captioning Institute (NCI) with a mandate to develop and sell these decoders, and provide captioning services to the networks. This was initially government-funded but was designed to eventually be self-sufficient (Downey 73).PBS, ABC and NBC (but not CBS) had agreed to a trial (Downey 73). However, there was a reluctance on the part of broadcasters to pay to caption content when there was not enough evidence that the demand was high (Downey 73—74). The argument for the provision of captioned content therefore began to focus on the rights of all citizens to be able to access a public service. A complaint was lodged claiming that the Los Angeles station KCET, which was a PBS affiliate, did not provide captioned content that was available elsewhere (Downey 74). When Los Angeles PBS station KCET refused to air captioned episodes of The French Chef, the Greater Los Angeles Council on Deafness (GLAD) picketed the station until the decision was reversed. GLAD then focused on legislation and used the Rehabilitation Act to argue that television was federally assisted and, by not providing captioned content, broadcasters were in violation of the Act (Downey 74).GLAD also used the 1934 Communications Act in their argument. This Act had firstly established the Federal Communications Commission (FCC) and then assigned them the right to grant and renew broadcast licenses as long as those broadcasters served the ‘‘public interest, convenience, and necessity’’ (Michalik, cited in Downey 74). The FCC could, argued GLAD, therefore refuse to renew the licenses of broadcasters who did not air captioned content. However, rather than this argument working in their favour, the FCC instead changed its own procedures to avoid such legal actions in the future (Downey 75). As a result, although some stations began to voluntarily caption more content, it was not until 1996 that it became a legally mandated requirement with the introduction of the Telecommunications Act (Youngblood and Lysaght 244)—too late for The French Chef.My Kitchen Rules: Captioning BreachWhereas The French Chef presented instructional cooking programming from a kitchen set, more recently the food genre has moved away from the staged domestic kitchen set as an instructional space to use real-life domestic kitchens and more competitive multi-bench spaces. The Australian program MKR straddles this shift in the cooking genre with the first half of each season occurring in domestic settings and the second half in Iron Chef style studio competition (see Oren for a discussion of the influence of Iron Chef on contemporary cooking shows).All broadcast channels in Australia are mandated to caption 100 per cent of programs aired between 6am and midnight. However, the 2013 MKR Grand Final broadcast by Channel Seven Brisbane Pty Ltd and Channel Seven Melbourne Pty Ltd (Seven) failed to transmit 10 minutes of captions some 30 minutes into the 2-hour program. The ACMA received two complaints relating to this. The first complaint, received on 27 April 2013, the same evening as the program was broadcast, noted ‘[the D/deaf community] … should not have to miss out’ (ACMA, Report No. 3046 3). The second complaint, received on 30 April 2013, identified the crucial nature of the missing segment and its effect on viewers’ overall enjoyment of the program (ACMA, Report No. 3046 3).Seven explained that the relevant segment (approximately 10 per cent of the program) was missing from the captioning file, but that it had not appeared to be missing when Seven completed its usual captioning checks prior to broadcast (ACMA, Report No. 3046 4). The ACMA found that Seven had breached the conditions of their commercial television broadcasting licence by “failing to provide a captioning service for the program” (ACMA, Report No. 3046 12). The interruption of captioning was serious enough to constitute a breach due, in part, to the nature and characteristic of the program:the viewer is engaged in the momentum of the competitive process by being provided with an understanding of each of the competition stages; how the judges, guests and contestants interact; and their commentaries of the food and the cooking processes during those stages. (ACMA, Report No. 3046 6)These interactions have become a crucial part of the cooking genre, a genre often described as offering a way to acquire cultural capital via instructions in both cooking and ideological food preferences (Oren 31). Further, in relation to the uncaptioned MKR segment, ACMA acknowledged it would have been difficult to follow both the cooking process and the exchanges taking place between contestants (ACMA, Report No. 3046 8). ACMA considered these exchanges crucial to ‘a viewer’s understanding of, and secondly to their engagement with the different inter-related stages of the program’ (ACMA, Report No. 3046 7).An additional complaint was made with regards to the same program broadcast on Prime Television (Northern) Pty Ltd (Prime), a Seven Network affiliate. The complaint stated that the lack of captions was “Not good enough in prime time and for a show that is non-live in nature” (ACMA, Report No. 3124 3). Despite the fact that the ACMA found that “the fault arose from the affiliate, Seven, rather than from the licensee [Prime]”, Prime was also found to also have breached their licence conditions by failing to provide a captioning service (ACMA, Report No. 3124 12).The following year, Seven launched captions for their online catch-up television platform. Although this was a result of discussions with a complainant over the broader lack of captioned online television content, it was also a step that re-established Seven’s credentials as a leader in commercial television access. The 2015 season of MKR also featured their first partially-deaf contestant, Emilie Biggar.Mainstreaming Captions — Inter-Platform CooperationOver time, cooking shows on television have evolved from an informative style (The French Chef) to become more entertaining in their approach (MKR). As Oren identifies, this has seen a shift in the food genre “away from the traditional, instructional format and towards professionalism and competition” (Oren 25). The affordances of television itself as a visual medium has also been recognised as crucial in the popularity of this genre and its more recent transmedia turn. That is, following Joshua Meyrowitz’s medium theory regarding how different media can afford us different messages, televised cooking shows offer audiences stylised knowledge about food and cooking beyond the traditional cookbook (Oren; ray). In addition, cooking shows are taking their product beyond just television and increasing their inter-platform cooperation (Oren)—for example, MKR has a comprehensive companion website that viewers can visit to watch whole episodes, obtain full recipes, and view shopping lists. While this can be viewed as a modern take on Julia Child’s cookbook success, it must also be considered in the context of the increasing focus on multimedia approaches to cooking instructions (Hamada et al., Multimedia Integration; Cooking Navi; Oh et al.). Audiences today are more likely to attempt a recipe if they have seen it on television, and will use transmedia to download the recipe. As Oren explains:foodism’s ascent to popular culture provides the backdrop and motivation for the current explosion of food-themed formats that encourages audiences’ investment in their own expertise as critics, diners, foodies and even wanna-be professional chefs. FoodTV, in turn, feeds back into a web-powered, gastro-culture and critique-economy where appraisal outranks delight. (Oren 33)This explosion in popularity of the web-powered gastro culture Oren refers to has led to an increase in appetite for step by step, easy to access instructions. These are being delivered using captions. As a result of the legislation and activism described throughout this paper, captions are more widely available and, in many cases, now describe what is said onscreen verbatim. In addition, the mainstream commercial benefits and uses of captions are being explored. Captions have therefore moved from a specialist assistive technology for people who are D/deaf or hard of hearing to become recognised as an important resource for creative television viewers regardless of their hearing (Blankinship et al.). With captions becoming more accessible, accurate, financially viable, and mainstreamed, their potential as an additional television resource is of interest. As outlined above, within the cooking show genre—especially with its current multimedia turn and the demand for captioned recipe instructions (Hamada et al., “Multimedia Integration”, “Cooking Navi”; Oh et al.)—this is particularly pertinent.Hamada et al. identify captions as a useful technology to use in the increasingly popular educational, yet entertaining, cooking show genre as the required information—ingredient lists, instructions, recipes—is in high demand (Hamada et al., “Multimedia Integration” 658). They note that cooking shows often present information out of order, making them difficult to follow, particularly if a recipe must be sourced later from a website (Hamada et al., “Multimedia Integration” 658-59; Oh et al.). Each step in a recipe must be navigated and coordinated, particularly if multiple recipes are being completed at the same times (Hamada, et al., Cooking Navi) as is often the case on cooking shows such as MKR. Using captions as part of a software program to index cooking videos facilitates a number of search affordances for people wishing to replicate the recipe themselves. As Kyeong-Jin et al. explain:if food and recipe information are published as linked data with the scheme, it enables to search food recipe and annotate certain recipe by communities (sic). In addition, because of characteristics of linked data, information on food recipes can be connected to additional data source such as products for ingredients, and recipe websites can support users’ decision making in the cooking domain. (Oh et al. 2)The advantages of such a software program are many. For the audience there is easy access to desired information. For the number of commercial entities involved, this consumer desire facilitates endless marketing opportunities including product placement, increased ratings, and software development. Interesting, all of this falls outside the “usual” parameters of captions as purely an assistive device for a few, and facilitates the mainstreaming—and perhaps beginnings of acceptance—of captions.ConclusionCaptions are a vital accessibility feature for television viewers who are D/deaf or hard of hearing, not just from an informative or entertainment perspective but also to facilitate social inclusion for this culturally diverse group. The availability and quality of television captions has moved through three stages. These can be broadly summarised as early yet inconsistent captions, captions becoming more widely available and accurate—often as a direct result of activism and legislation—but not yet fully verbatim, and verbatim captions as adopted within mainstream software applications. This paper has situated these stages within the television cooking genre, a genre often remarked for its appeal towards inclusion and cultural capital.If television facilitates social inclusion, then food television offers vital cultural capital. While Julia Child’s The French Chef offered the first example of television captions via open captions in 1972, a lack of funding means we do not know how viewers (both hearing and not) actually received the program. However, at the time, captions that would be considered unacceptable today were received favourably (Jensema, McCann and Ramsey; Newell)—anything was deemed better than nothing. Increasingly, as the focus shifted to closed captioning and the cooking genre embraced a more competitive approach, viewers who required captions were no longer happy with missing or inconsistent captioning quality. The was particularly significant in Australia in 2013 when several viewers complained to ACMA that captions were missing from the finale of MKR. These captions provided more than vital cooking instructions—their lack prevented viewers from understanding conflict within the program. Following this breach, Seven became the only Australian commercial television station to offer captions on their web based catch-up platform. While this may have gone a long way to rehabilitate Seven amongst D/deaf and hard of hearing audiences, there is the potential too for commercial benefits. Caption technology is now being mainstreamed for use in cooking software applications developed from televised cooking shows. These allow viewers—both D/deaf and hearing—to access information in a completely new, and inclusive, way.ReferencesAgnihotri, Lalitha, et al. “Summarization of Video Programs Based on Closed Captions.” 4315 (2001): 599–607.Australian Communications and Media Authority (ACMA). Investigation Report No. 3046. 2013. 26 Apr. 2017 <http://www.acma.gov.au/~/media/Diversity%20Localism%20and%20Accessibility/Investigation%20reports/Word%20document/3046%20My%20Kitchen%20Rules%20Grand%20Final%20docx.docx>.———. Investigation Report No. 3124. 2014. 26 Apr. 2017 <http://www.acma.gov.au/~/media/Diversity%20Localism%20and%20Accessibility/Investigation%20reports/Word%20document/3124%20NEN%20My%20Kitchen%20Rules%20docx.docx>.Blankinship, E., et al. “Closed Caption, Open Source.” BT Technology Journal 22.4 (2004): 151–59.Collins, Kathleen, and John Jay College. “TV Cooking Shows: The Evolution of a Genre”. Flow: A Critical Forum on Television and Media Culture (7 May 2008). 14 May 2017 <http://www.flowjournal.org/2008/05/tv-cooking-shows-the-evolution-of-a-genre/>.Downey, Greg. “Constructing Closed-Captioning in the Public Interest: From Minority Media Accessibility to Mainstream Educational Technology.” The Journal of Policy, Regulation and Strategy for Telecommunications, Information and Media 9.2/3 (2007): 69–82. DOI: 10.1108/14636690710734670.Hamada, Reiko, et al. “Multimedia Integration for Cooking Video Indexing.” Advances in Multimedia Information Processing-PCM 2004 (2005): 657–64.Hamada, Reiko, et al. “Cooking Navi: Assistant for Daily Cooking in Kitchen.” Proceedings of the 13th Annual ACM International Conference on Multimedia. ACM.Ibrahim, Yasmin. “Food Porn and the Invitation to Gaze: Ephemeral Consumption and the Digital Spectacle.” International Journal of E-Politics (IJEP) 6.3 (2015): 1–12.Jensema, Carl J., Ralph McCann, and Scott Ramsey. “Closed-Captioned Television Presentation Speed and Vocabulary.” American Annals of the Deaf 141.4 (1996): 284–292.Matwick, Kelsi, and Keri Matwick. “Inquiry in Television Cooking Shows.” Discourse & Communication 9.3 (2015): 313–30.Meyrowitz, Joshua. No Sense of Place: The Impact of Electronic Media on Social Behavior. New York: Oxford University Press, 1985.Miura, K., et al. “Automatic Generation of a Multimedia Encyclopedia from TV Programs by Using Closed Captions and Detecting Principal Video Objects.” Eighth IEEE International Symposium on Multimedia (2006): 873–80.Newell, A.F. “Teletext for the Deaf.” Electronics and Power 28.3 (1982): 263–66.Oh, K.J. et al. “Automatic Indexing of Cooking Video by Using Caption-Recipe Alignment.” 2014 International Conference on Behavioral, Economic, and Socio-Cultural Computing (BESC2014) (2014): 1–6.Oren, Tasha. “On the Line: Format, Cooking and Competition as Television Values.” Critical Studies in Television: The International Journal of Television Studies 8.2 (2013): 20–35.Ouellette, Laurie, and James Hay. “Makeover Television, Governmentality and the Good Citizen.” Continuum: Journal of Media & Cultural Studies 22.4 (2008): 471–84.ray, krishnendu. “Domesticating Cuisine: Food and Aesthetics on American Television.” Gastronomica 7.1 (2007): 50–63.Youngblood, Norman E., and Ryan Lysaght. “Accessibility and Use of Online Video Captions by Local Television News Websites.” Electronic News 9.4 (2015): 242–256.

The pop cultural moment that most typifies the social psychology of invasion for many of us is Orson Welles's 1938 coast to coast CBS radio broadcast of Invaders from Mars, a narration based on H.G. Wells's The War of the Worlds. News bulletins and scene broadcasts followed Welles's introduction, featuring, in contemporary journalistic style, reports of a "meteor" landing near Princeton, N.J., which "killed" 1500 people, and the discovery that it was in fact a "metal cylinder" containing strange creatures from Mars armed with "death rays" which would reduce all the inhabitants of the earth to space dust. Welles's broadcast caused thousands to believe that Martians were wreaking widespread havoc in New York and Jersey. New York streets were filled with families rushing to open spaces protecting their faces from the "gas raids", clutching sacred possessions and each other. Lines of communication were clogged, massive traffic jams ensued, and people evacuated their homes in a state of abject terror while armouries in neighbouring districts prepared to join in the "battle". Some felt it was a very cruel prank, especially after the recent war scare in Europe that featured constant interruption of regular radio programming. Many of the thousands of questions directed at police in the hours following the broadcast reflected the concerns of the residents of London and Paris during the tense days before the Munich agreement. The media had undergone that strange metamorphosis that occurs when people depend on it for information that affects themselves directly. But it was not a prank. Three separate announcements made during the broadcast stressed its fictional nature. The introduction to the program stated "the Columbia Broadcasting System and its affiliated stations present Orson Welles and the Mercury Theatre on the Air in The War of the Worlds by H.G. Wells", as did the newspaper listing of the program "Today: 8:00-9:00 -- Play: H.G. Wells's 'War of the Worlds' -- WABC". Welles, rather innocently, wanted to play with the conventions of broadcasting and grant his audience a bit of legitimately unsettling, though obviously fictitious, verisimilitude. There are not too many instances in modern history where we can look objectively at such incredible reactions to media soundbytes. That evening is a prototype for the impact media culture can have on an audience whose minds are prepped for impending disaster. The interruption of scheduled radio invoked in the audience a knee-jerk response that dramatically illustrated the susceptibility of people to the discourse of invasion, as well as the depth of the relationship between the audience and media during tense times. These days, the media itself are often regarded as the invaders. The endless procession of information that grows alongside technology's ability to present it is feared as much as it is loved. In the current climate of information and technological overload, invasion has swum from the depths of our unconscious paranoia and lurks impatiently in the shallows. There is so much invasion and so much to feel invaded about: the war in Kosovo (one of over sixty being fought today) is getting worse with the benevolence and force of the UN dwindling in a cloud of bureaucracy and failed talks, Ethiopia and Eritrea are going at it again, the ideology of the Olympic Games in Sydney has gone from a positive celebration of the millennium to a revenue-generating boys club of back scratchers, Internet smut is still everywhere, and most horrifically, Baywatch came dangerously close to being shot on location on the East Coast of Australia. In this issue of M/C we take a look at literal and allegorical invasions from a variety of cleverly examined aspects of our culture. Firstly, Axel Bruns takes a look a subtle invasion that is occurring on the Web in "Invading the Ivory Tower: Hypertext and the New Dilettante Scholars". He points to the way the Internet's function as a research tool is changing the nature of academic writing due to its interactivity and potential to be manipulated in a way that conventional written material cannot. Axel investigates the web browser's ability to invade the text and the elite world of academic publishing via the format of hypertext itself rather than merely through ideas. Felicity Meakins's article Shooting Baywatch: Resisting Cultural Invasion examines media and community reactions to the threat of having the television series Baywatch shot on Australian beaches. Felicity looks at the cultural cringe that has surrounded the relationship between Australia and America over the years and is manifested by our response to American accents in the media. American cultural imperialism has come to signify a great deal in the dwindling face of Aussie institutions like mateship and egalitarianism. In a similarly driven piece called "A Decolonising Doctor? British SF Invasion Narratives", Nick Caldwell investigates some of the implications of the "Britishness" of the cult television series Doctor Who, where insularity and cultural authority are taken to extremes during the ubiquitous intergalactic invasions. Paul Mc Cormack's article "Screen II: The Invasion of the Attention Snatchers" turns from technologically superior invaders to an invasion by technology itself -- he considers how the television has irreversibly invaded our lives and claimed a dominant place in the domestic sphere. Recently, the (Internet-connected) personal computer has begun a similar invasion: what space will it eventually claim? Sandra Brunet's "Is Sustainable Tourism Really Sustainable? Protecting the Icon in the Commodity at Sites of Invasion" explores the often forgotten Kangaroo Island off the coast of South Australia. She looks at ways in which the image of the island is constructed by the government and media for eco-tourism and how faithful this representation is to the farmers, fishermen and other inhabitants of the island. Paul Starr's article "Special Effects and the Invasive Camera: Enemy of the State and The Conversation" rounds off the issue with a look at the troubled relationship between cutting-edge special effects in Hollywood action movies and the surveillance technologies that recent movies such as Enemy of the State show as tools in government conspiracies. The depiction of high-tech gadgetry as 'cool' and 'evil' at the same time, he writes, leads to a collapse of meaning. This issue of M/C succeeds in pointing out sites of invasion in unusual places, continuing the journal's tradition of perception in the face of new media culture. I hope you enjoy this second issue of the second volume: 'invasion'. Ben King 'Invasion' Issue Editor Citation reference for this article MLA style: Ben King. "Editorial: 'Invasion'." M/C: A Journal of Media and Culture 2.2 (1999). [your date of access] <http://www.uq.edu.au/mc/9903/edit.php>. Chicago style: Ben King, "Editorial: 'Invasion'," M/C: A Journal of Media and Culture 2, no. 2 (1999), <http://www.uq.edu.au/mc/9903/edit.php> ([your date of access]). APA style: Ben King. (1999) Editorial: 'invasion'. M/C: A Journal of Media and Culture 2(2). <http://www.uq.edu.au/mc/9903/edit.php> ([your date of access]).

This article focuses on international news channels in the Global South and the perceptions by audiences in Latin America. Designed with the intention of re-shaping global narratives, international broadcasting is considered instrumental to public diplomacy and improving the image of particular countries. While many studies focus on global media policies of specific countries or the messages broadcast by international media outlets, less attention has been paid to the impact on audiences. Based on a series of focus groups conducted in Mexico and Argentina, this article discusses how Latin American audiences perceive public diplomacy efforts as channelled by international news media and their effect on country image perception, by focusing on China’s CCTV-E, Russia’s RT and Iran’s HispanTV. The findings show that preconceived images contribute to undermine the acceptance of international broadcasters. In addition, participants were optimistic about RT’s prospects of success in Latin America, hesitant about HispanTV and pessimistic about China Central Television.

The paper attempts a combination of intercultural studies and media studies. It first provides a terminological framework for the analysis of intercultural communication. Secondly, it gives a short outline of current research in the field of intercultural media studies, with special reference to the press and to television. It then opens up a perspective of empirical investigation into forms and functions of the depiction of ethnic minorities in the media, of implicit racism and hidden forms of discrimination in the news broadcasting, and of the image of foreigners in contemporary film. The main part of the paper is, on the one hand, devoted to the observation of the presence of foreigners in German TV programmes and the ways they are treated in with in various formats of broadcasting. On the other hand, it takes a closer look at the role of media for ethnic minorities, whether or not they serve a policy of integration and how the minorities make use of their own newspapers and television programmes. In a concluding paragraph a new field of research within intercultural media studies is outlined: development communication and eco-semiotics. Here, intercultural, institutional, and interpersonal communication processes merge in sustainable instruction procedures for the implementation of knowledge relevant for technology, environment and health in so-called low income countries.

Background: In the new era of wireless communications new challenges emerge including the provision of various services over the digital television network. In particular, such services become more important when referring to the tele-medical applications through terrestrial Digital Video Broadcasting (DVB). Objective: One of the most significant aspects of video broadcasting is the quality and information content of data. Towards that end several algorithms have been proposed for image processing in order to achieve the most convenient data compression. Methods: Given that medical video and data are highly demanding in terms of resources it is imperative to find methods and algorithms that will facilitate medical data transmission with ordinary infrastructure such as DVB. Results: In the present work we have utilized a quantization algorithm for data compression and we have attempted to transform video signal in such a way that would transmit information and data with a minimum loss in quality and succeed a near maximum End-user approval. Conclusions: Such approaches are proven to be of great significance in emergency handling situations, which also include health care and emergency care applications.

The arrival of private TV channels and the Internet has brought about changes within news broadcasting in Spain . Whereas use of language was previously deemed essential to convey the message to the public, emphasis is now placed on the image the TV viewer receives. New technology and a desire to learn about the world around us has made these programmes a regular guaranteed feature within TV audience ratings for the channel. This report questions whether TV news should educate as well as inform, or simply entertain the viewer. El 90% de la población española consume televisión y el 50% sólo se informa a través de ella. El 99,7% de los hogares dispone de un televisor, como mínimo, y el 22,8% tienes tres o más receptores. Según la empresa encargada de examinar las audiencias y el comportamiento del público, Sofres, los españoles pasaron en el año 2004 más de tres horas y media ante la pequeña pantalla, por lo que destinaron casi la mitad de su tiempo de ocio a este artilugio. Se trata de la cifra más elevada de los últimos once años. Esta comunicación versará sobre el impacto social de la televisión en general y, en particular, sobre sus espacios líderes diarios: los informativos. Para ello se desglosarán los géneros que utilizan estos espacios, como son la noticia, el reportaje, el informe periodístico, el documental y el docudrama; y se ubicarán en la clasificación genérica de la tipología de programas televisivos: Información y Entretenimiento. De esta forma, se comentará que los espacios informativos incluyen básicamente noticias basadas en la actualidad, y que los programas de entretenimiento tienen como objetivo distraer al telespectador y ofrecerle un tiempo de televisión divertida y amena, a través de la entrevista, la crítica, el comentario, la encuesta, etc, con opinión y sin la objetividad que representa la noticia. De todo ello, y de acuerdo con los espacios de televisión de información actuales, se contestará a la pregunta: ¿Es el informativo de televisión un programa educativo y de conocimiento o es simplemente un espacio de entretenimiento?, con la finalidad de indagar si se considera este tipo de programa un espacio de calidad, con fines educativos y un medio de conocimiento o por el contrario es un programa de entretenimiento que, eventualmente, ofrece noticias. A través de diversos ejemplos de noticiarios actuales se hablará del empobrecimiento del lenguaje, de las formas estereotipadas, de los apartamientos de la norma en construcciones entendidas como correctas, de los estereotipos y de las frases hechas de los informativos para mostrar y demostrar la importancia, el peso y el impacto social que tienen los profesionales de los informativos de televisión. Con ello se pretende reflexionar sobre la importancia de la preparación académica de los periodistas, puesto que su trabajo puede cambiar, a mejor o a peor, los hábitos lingüísticos y, por lo tanto, educativos, de los telespectadores. Por lo tanto, la responsabilidad de los profesionales y su compromiso con la sociedad puede determinar, en parte, el futuro de ésta.

We need a clear, unified, and consistent voice to effect the complete dismantling, the abolition, of the mechanisms of animal exploitation.And that will only come from what we say and do, no matter who we are.— Gary L. Francione, animal rights theoristThe history of hashtags is relatively short but littered with the remnants of corporate hashtags which may have seemed a good idea at the time within the confines of the boardroom. It is difficult to understand the rationale behind the use of hashtags as an effective communications tactic in 2019 by corporations when a quick stroll through their recent past leaves behind the much-derided #qantasluxury (Glance), #McDstories (Hill), and #myNYPD (Tran).While hashtags have an obvious purpose in bringing together like-minded publics and facilitating conversation (Kwye et al. 1), they have also regularly been the subject of “hashtag takeovers” by activists and other interested parties, and even by trolls, as the Ecological Society of Australia found in 2015 when their seemingly innocuous #ESA15 hashtag was taken over with pornographic images (news.com.au). Hashtag takeovers have also been used as a dubious marketing tactic, where smaller and less well-known brands tag their products with trending hashtags such as #iphone in order to boost their audience (Social Garden). Hashtags are increasingly used as a way for activists or other interested parties to disrupt a message. It is, I argue, predictable that any hashtag related to an even slightly controversial topic will be subject to some form of activist hashtag takeover, with varying degrees of success.That veganism and the dairy industry should attract such conflict is unsurprising given that the two are natural enemies, with vegans in particular seeming to anticipate and actively engage in the battle for the opposing hashtag.Using a comparative analysis of the #Veganuary and #Februdairy hashtags and how they have been used by both pro-vegan and pro-dairy social media users, this article illustrates that the enthusiastic and well-meaning social media efforts of farmers and dairy supporters have so far been unable to counteract those of well-organised and equally passionate vegan activists. This analysis compares tweets in the first week of the respective campaigns, concluding that organisations, industries and their representatives should be extremely wary of engaging said activists who are not only highly-skilled but are also highly-motivated. Grassroots, ideology-driven activism is a formidable opponent in any public space, let alone when it takes place on the outspoken and unstructured landscape of social media which is sometimes described as the “wild West” (Fitch 5) where anything goes and authenticity and plain-speaking is key (Macnamara 12).I Say Hashtag, You Say Bashtag#Februdairy was launched in 2018 to promote the benefits of dairy. The idea was first mooted on Twitter in 2018 by academic Dr Jude Capper, a livestock sustainability consultant, who called for “28 days, 28 positive dairy posts” (@Bovidiva; Howell). It was a response to the popular Veganuary campaign which aimed to “inspire people to try vegan for January and throughout the rest of the year”, a campaign which had gained significant traction both online and in the traditional media since its inception in 2014 (Veganuary). Hopes were high: “#Februdairy will be one month of dairy people posting, liking and retweeting examples of what we do and why we do it” (Yates). However, the #Februdairy hashtag has been effectively disrupted and has now entered the realm of a bashtag, a hashtag appropriated by activists for their own purpose (Austin and Jin 341).The Dairy Industry (Look Out the Vegans Are Coming)It would appear that the dairy industry is experiencing difficulties in public perception. While milk consumption is declining, sales of plant-based milks are increasing (Kaiserman) and a growing body of health research has questioned whether dairy products and milk in particular do in fact “do a body good” (Saccaro; Harvard Milk Study). In the 2019 review of Canada’s food guide, its first revision since 2007, for instance, the focus is now on eating plant-based foods with dairy’s former place significantly downgraded. Dairy products no longer have their own distinct section and are instead placed alongside other proteins including lentils (Pippus).Nevertheless, the industry has persevered with its traditional marketing and public relations activities, choosing to largely avoid addressing animal welfare concerns brought to light by activists. They have instead focused their message towards countering concerns about the health benefits of milk. In the US, the Milk Processing Education Program’s long-running celebrity-driven Got Milk campaign has been updated with Milk Life, a health focused campaign, featuring images of children and young people living an active lifestyle and taking part in activities such as skateboarding, running, and playing basketball (Milk Life). Interestingly, and somewhat inexplicably, Milk Life’s home page features the prominent headline, “How Milk Can Bring You Closer to Your Loved Ones”.It is somewhat reflective of the current trend towards veganism that tennis aces Serena and Venus Williams, both former Got Milk ambassadors, are now proponents for the plant-based lifestyle, with Venus crediting her newly-adopted vegan diet as instrumental in her recovery from an auto-immune disease (Mango).The dairy industry’s health focus continues in Australia, as well as the use of the word love, with former AFL footballer Shane Crawford—the face of the 2017 campaign Milk Loves You Back, from Lion Dairy and Drinks—focusing on reminding Australians of the reputed nutritional benefits of milk (Dawson).Dairy Australia meanwhile launched their Legendairy campaign with a somewhat different focus, promoting and lauding Australia’s dairy families, and with a message that stated, in a nod to the current issues, that “Australia’s dairy farmers and farming communities are proud, resilient and innovative” (Dairy Australia). This campaign could be perceived as a morale-boosting exercise, featuring a nation-wide search to find Australia’s most legendairy farming community (Dairy Australia). That this was also an attempt to humanise the industry seems obvious, drawing on established goodwill felt towards farmers (University of Cambridge). Again, however, this strategy did not address activists’ messages of suffering animals, factory farms, and newborn calves being isolated from their grieving mothers, and it can be argued that consumers are being forced to make the choice between who (or what) they care about more: animals or the people making their livelihoods from them.Large-scale campaigns like Legendairy which use traditional channels are of course still vitally important in shaping public opinion, with statistics from 2016 showing 85.1% of Australians continue to watch free-to-air television (Roy Morgan, “1 in 7”). However, a focus and, arguably, an over-reliance on traditional platforms means vegans and animal activists are often unchallenged when spreading their message via social media. Indeed, when we consider the breakdown in age groups inherent in these statistics, with 18.8% of 14-24 year-olds not watching any commercial television at all, an increase from 7% in 2008 (Roy Morgan, “1 in 7”), it is a brave and arguably short-sighted organisation or industry that relies primarily on traditional channels to spread their message in 2019. That these large-scale campaigns do little to address the issues raised by vegans concerning animal welfare leaves these claims largely unanswered and momentum to grow.This growth in momentum is fuelled by activist groups such as the People for the Ethical Treatment of Animals (PETA) who are well-known in this space, with 5,494,545 Facebook followers, 1.06 million Twitter followers, 973,000 Instagram followers, and 453,729 You Tube subscribers (People for the Ethical Treatment of Animals). They are also active on Pinterest, a visual-based platform suited to the kinds of images and memes particularly detrimental to the dairy industry. Although widely derided, PETA’s reach is large. A graphic video posted to Facebook on February 13 2019 and showing a suffering cow, captioned “your cheese is not worth this” was shared 1,244 times, and had 4.6 million views in just over 24 hours (People for the Ethical Treatment of Animals). With 95% of 12-24 year olds in Australia now using social networking sites (Statista), it is little wonder veganism is rapidly growing within this demographic (Bradbury), with The Guardian labelling the rise of veganism unstoppable (Hancox).Activist organisations are joined by prominent and charismatic vegan activists such as James Aspey (182,000 Facebook followers) and Earthling Ed (205,000 Facebook followers) in distributing information and images that are influential and often highly graphic or disturbing. Meanwhile Instagram influencers and You Tube lifestyle vloggers such as Ellen Fisher and FreeLee share information promoting vegan food and the vegan lifestyle (with 650,320 and 785,903 subscribers respectively). YouTube video Dairy Is Scary has over 5 million views (Janus) and What the Health, a follow-up documentary to Cowspiracy: The Sustainability Secret, promoting veganism, is now available on Netflix, which itself has 9.8 million Australian subscribers (Roy Morgan, “Netflix”). BOSH’s plant-based vegan cookbook was the fastest selling cookbook of 2018 (Chiorando).Additionally, the considerable influence of celebrities such as Miley Cyrus, Beyonce, Alicia Silverstone, Zac Efron, and Jessica Chastain, to name just a few, speaking publicly about their vegan lifestyle, encourages veganism to become mainstream and increases its widespread acceptance.However not all the dairy industry’s ills can be blamed on vegans. Rising costs, cheap imports, and other pressures (Lockhart, Donaghy and Gow) have all placed pressure on the industry. Nonetheless, in the battle for hearts and minds on social media, the vegans are leading the way.Qualitative research interviewing new vegans found converting to veganism was relatively easy, yet some respondents reported having to consult multiple resources and required additional support and education on how to be vegan (McDonald 17).Enter VeganuaryUsing a month, week or day to promote an idea or campaign, is a common public relations and marketing strategy, particularly in health communications. Dry July and Ocsober both promote alcohol abstinence, Frocktober raises funds for ovarian cancer, and Movember is an annual campaign raising awareness and funds for men’s health (Parnell). Vegans Matthew Glover and Jane Land were discussing the success of Movember when they raised the idea of creating a vegan version. Their initiative, Veganuary, urging people to try vegan for the month of January, launched in 2014 and since then 500,000 people have taken the Veganuary pledge (Veganuary).The Veganuary website is the largest of its kind on the internet. With vegan recipes, expert advice and information, it provides all the answers to Why go vegan, but it is the support offered to answer How to go vegan that truly sets Veganuary apart. (Veganuary)That Veganuary participants would use social media to discuss and share their experiences was a foregone conclusion. Twitter, Facebook, and Instagram are all utilised by participants, with the official Veganuary pages currently followed/liked by 159,000 Instagram followers, receiving 242,038 Facebook likes, and 45,600 Twitter followers (Veganuary). Both the Twitter and Instagram sites make effective use of hashtags to spread their reach, not only using #Veganuary but also other relevant hashtags such as #TryVegan, #VeganRecipes, and the more common #Vegan, #Farm, and #SaveAnimals.Februdairy Follows Veganuary, But Only on the CalendarCalling on farmers and dairy producers to create counter content and their own hashtag may have seemed like an idea that would achieve an overall positive response.Agricultural news sites and bloggers spread the word and even the BBC reported on the industry’s “fight back” against Veganuary (BBC). However the hashtag was quickly overwhelmed with anti-dairy activists mobilising online. Vegans issued a call to arms across social media. The Vegans in Australia Facebook group featured a number of posts urging its 58,949 members to “thunderclap” the Februdairy hashtag while the Project Calf anti-dairy campaign declared that Februdairy offered an “easy” way to spread their information (Sandhu).Februdairy farmers and dairy supporters were encouraged to tell their stories, sharing positive photographs and videos, and they did. However this content was limited. In this tweet (fig. 1) the issue of a lack of diverse content was succinctly addressed by an anti-Februdairy activist.Fig. 1: Content challenges. (#Februdairy, 2 Feb. 2019)MethodUtilising Twitter’s advanced search capability, I was able to search for #Veganuary tweets from 1 to 7 January 2019 and #Februdairy tweets from 1 to 7 February 2019. I analysed the top tweets provided by Twitter in terms of content, assessed whether the tweet was pro or anti Veganuary and Februdairy, and also categorised its content in terms of subject matter.Tweets were analysed to assess whether they were on message and aligned with the values of their associated hashtag. Veganuary tweets were considered to be on message if they promoted veganism or possessed an anti-dairy, anti-meat, or pro-animal sentiment. Februdairy tweets were assessed as on message if they promoted the consumption of dairy products, expressed sympathy or empathy towards the dairy industry, or possessed an anti-vegan sentiment. Tweets were also evaluated according to their clarity, emotional impact and coherence. The overall effectiveness of the hashtag was then evaluated based on the above criteria as well as whether they had been hijacked.Results and FindingsOverwhelmingly, the 213 #Veganuary tweets were on message. That is they were pro-Veganuary, supportive of veganism, and positive. The topics were varied and included humorous memes, environmental facts, information about the health benefits of veganism, as well as a strong focus on animals. The number of non-graphic tweets (12) concerning animals was double that of tweets featuring graphic or shocking imagery (6). Predominantly the tweets were focused on food and the sharing of recipes, with 44% of all pro #Veganuary tweets featuring recipes or images of food. Interestingly, a number of well-known corporations tweeted to promote their vegan food products, including Tesco, Aldi, Iceland, and M&S. The diversity of veganism is reflected in the tweets. Organisations used the hashtag to promote their products, including beauty and shoe products, social media influencers promoted their vegan podcasts and blogs, and, interestingly, the Ethiopian Embassy of the United Kingdom tweeted their support.There were 23 (11%) anti-Veganuary tweets. Of these, one was from Dr. Jude Capper, the founder of Februdairy. The others expressed support for farming and farmers, and a number were photographs of meat products, including sausages and fry-ups. One Australian journalist tweeted in favour of meat, stating it was yummy murder. These tweets could be described as entertaining and may perhaps serve as a means of preaching to the converted, but their ability to influence and persuade is negligible.Twitter’s search tool provided access to 141 top #Februdairy tweets. Of these 82 (52%) were a hijack of the hashtag and overtly anti-Februdairy. Vegan activists used the #Februdairy hashtag to their advantage with most of their tweets (33%) featuring non-graphic images of animals. They also tweeted about other subject matters, including environmental concerns, vegan food and products, and health issues related to dairy consumption.As noted by the activists (see fig. 1 above), most of the pro-Februdairy tweets were images of milk or dairy products (41%). Images of farms and farmers were the next most used (26%), followed by images of cows (17%) (see fig. 2). Fig. 2: An activist makes their anti-Februdairy point with a clear, engaging image and effective use of hashtags. (#Februdairy, 6 Feb. 2019)The juxtaposition between many of the tweets was also often glaring, with one contrasting message following another (see fig. 3). Fig. 3: An example of contrasting #Februdairy tweets with an image used by the activists to good effect, making their point known. (#Februdairy, 2 Feb. 2019)Storytelling is a powerful tool in public relations and marketing efforts. Yet, to be effective, high-quality content is required. That many of the Februdairy proponents had limited social media training was evident; images were blurred, film quality was poor, or they failed to make their meaning clear (see fig. 4). Fig. 4: A blurred photograph, reflective of some of the low-quality content provided by Februdairy supporters. (#Februdairy, 3 Feb. 2019)This image was tweeted in support of Februdairy. However the image and phrasing could also be used to argue against Februdairy. We can surmise that the tweeter was suggesting the cow was well looked after and seemingly content, but overall the message is as unclear as the image.While some pro-Februdairy supporters recognised the need for relevant hashtags, often their images were of a low-quality and not particularly engaging, a requirement for social media success. This requirement seems to be better understood by anti-Februdairy activists who used high-quality images and memes to create interest and gain the audience’s attention (see figs. 5 and 6). Fig. 5: An uninspiring image used to promote Februdairy. (#Februdairy, 6 Feb. 2019) Fig. 6: Anti-Februdairy activists made good use of memes, recognising the need for diverse content. (#Februdairy, 3 Feb. 2019)DiscussionWhat the #Februdairy case makes clear, then, is that in continuing its focus on traditional media, the dairy industry has left the battle online to largely untrained, non-social media savvy supporters.From a purely public relations perspective, one of the first things we ask our students to do in issues and crisis communication is to assess the risk. “What can hurt your organisation?” we ask. “What potential issues are on the horizon and what can you do to prevent them?” This is PR101 and it is difficult to understand why environmental scanning and resulting action has not been on the radar of the dairy industry long before now. It seems they have not fully anticipated or have significantly underestimated the emerging issue that public perception, animal cruelty, health concerns, and, ultimately, veganism has had on their industry and this is to their detriment. In Australia in 2015–16 the dairy industry was responsible for 8 per cent (A$4.3 billion) of the gross value of agricultural production and 7 per cent (A$3 billion) of agricultural export income (Department of Agriculture and Water Resources). When such large figures are involved and with so much at stake, it is hard to rationalise the decision not to engage in a more proactive online strategy, seeking to engage their publics, including, whether they like it or not, activists.Instead there are current attempts to address these issues with a legislative approach, lobbying for the introduction of ag-gag laws (Potter), and the limitation of terms such as milk and cheese (Worthington). However, these measures are undertaken while there is little attempt to engage with activists or to effectively counter their claims with a widespread authentic public relations campaign, and reflects a failure to understand the nature of the current online environment, momentum, and mood.That is not to say that the dairy industry is not operating in the online environment, but it does not appear to be a priority, and this is reflected in their low engagement and numbers of followers. For instance, Dairy Australia, the industry’s national service body, has a following of only 8,281 on Facebook, 6,981 on Twitter, and, crucially, they are not on Instagram. Their Twitter posts do not include hashtags and unsurprisingly they have little engagement on this platform with most tweets attracting no more than two likes. Surprisingly they have 21,013 subscribers on YouTube which featured professional and well-presented videos. This demonstrates some understanding of the importance of effective storytelling but not, as yet, trans-media storytelling.ConclusionSocial media activism is becoming more important and recognised as a legitimate voice in the public sphere. Many organisations, perhaps in recognition of this as well as a growing focus on responsible corporate behaviour, particularly in the treatment of animals, have adjusted their behaviour. From Unilever abandoning animal testing practices to ensure Dove products are certified cruelty free (Nussbaum), to Domino’s introducing vegan options, companies who are aware of emerging trends and values are changing the way they do business and are reaping the benefits of engaging with, and catering to, vegans. Domino’s sold out of vegan cheese within the first week and vegans were asked to phone ahead to their local store, so great was the demand. From their website:We knew the response was going to be big after the demand we saw for the product on social media but we had no idea it was going to be this big. (Domino’s Newsroom)As a public relations professional, I am baffled by the dairy industry’s failure to adopt a crisis-based strategy rather than largely rely on the traditional one-way communication that has served them well in the previous (golden?) pre-social media age. However, as a vegan, persuaded by the unravelling of the happy cow argument, I cannot help but hope this realisation continues to elude them.References@bovidiva. “Let’s Make #Februdairy Happen This Year. 28 Days, 28 Positive #dairy Posts. From Cute Calves and #cheese on Crumpets, to Belligerent Bulls and Juicy #beef #burgers – Who’s In?” Twitter post. 15 Jan. 2018. 1 Feb. 2019 <https://twitter.com/bovidiva/status/952910641840447488?lang=en>.Austin, Lucinda L., and Yan Jin. Social Media and Crisis Communication. New York: Routledge, 2018.Bradbury, Tod. “Data Shows Major Rise in Veganism among Young People.” Plant Based News 12 Oct. 2018. 10 Feb. 2019 <https://www.plantbasednews.org>.BBC. “Februdairy: The Dairy Industry Fights Back against Veganuary.” BBC.com 8 Feb. 2018. 1 Feb. 2019 <https://www.bbc.com/news/newsbeat-42990941>.Campaign Brief. “Shane Crawford Stars in ‘Milk Loves You Back’ Work for Lion Dairy & Drinks via AJF Partnership.” Campaign Brief Australia 1 Jun. 2017. 12 Feb. 2019 <http://www.campaignbrief.com/2017/06/shane-crawford-stars-in-milk-l.html>.Chiorando, Maria. “BOSH!’s Vegan Cookbook Is Fastest Selling Cookery Title of 2018.” Plant Based News 26 April 2018. 18 Feb. 2019 <https://www.plantbasednews.org/post/bosh-s-vegan-cookbook-is-fastest-selling-cookery-title-of-2018>.Cowspiracy: The Sustainability Secret. Dir. Kip Anderson, and Keegan Kuhn. Appian Way, A.U.M. Films, First Spark Media, 2014.Dairy Australia. “About Legendairy Capital.” Legendairy.com.au, 2019. 12 Feb. 2019 <http://www.legendairy.com.au/dairy-talk/capital-2017/about-us>.Dawson, Abigail. “Lion Dairy & Drinks Launches Campaign to Make Milk Matter Again.” Mumbrella 1 Jun. 2017. 10 Feb 2019 <https://mumbrella.com.au/lion-dairy-drinks-launches-campaign-make-milk-matter-448581>.Department of Agriculture and Water Resources. “Dairy Industry.” Australian Government. 21 Sep. 2018. 20 Feb. 2019 <http://www.agriculture.gov.au/abares/research-topics/surveys/dairy>.Domino’s Newsroom. “Meltdown! Domino’s Set to Run Out of Vegan Cheese!” Domino’s Australia 18 Jan. 2018. 10 Feb. 2019 <https://newsroom.dominos.com.au/home/2018/1/17/meltdown-dominos-set-to-run-out-of-vegan-cheese>.Fitch, Kate. “Making Friends in the Wild West: Singaporean Public Relations Practitioners’ Perceptions of Working in Social Media.” PRism 6.2 (2009). 10 Feb. 2019 <http://www.prismjournal.org/fileadmin/Praxis/Files/globalPR/FITCH.pdf>.Francione, Gary L. “Animal Rights: The Abolitionist Approach.” Animal Rights: The Abolitionist Approach 10 Feb. 2019. <https://www.abolitionistapproach.com/quotes/>.Glance, David. “#QantasLuxury: A Qantas Social Media Disaster in Pyjamas.” The Conversation 23 Nov. 2011. 10 Feb. 2019 <http://theconversation.com/qantasluxury-a-qantas-social-media-disaster-in-pyjamas-4421>.Hancox, Dan. “The Unstoppable Rise of Veganism: How a Fringe Movement Went Mainstream.” The Guardian 1 Apr. 2018. 10 Feb. 2019 <https://www.theguardian.com/lifeandstyle/2018/apr/01/vegans-are-coming-millennials-health-climate-change-animal-welfare>.“Harvard Milk Study: It Doesn’t Do a Body Good.” HuffPost Canada 25 Jul. 2013. 12 Feb. 2019 <https://www.huffingtonpost.ca/2013/07/05/harvard-milk-study_n_3550063.html>.Hill, Kashmir. “#McDStories: When a Hashtag Becomes a Bashtag.” Forbes.com 24 Jan. 2012. 10 Feb. 2019 <https://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/#1541ef39ed25>.Howell, Madeleine. “Goodbye Veganuary, Hello Februdairy: How the Dairy Industry Is Taking the Fight to Its Vegan Critics.” The Telegraph 9 Feb. 2018. 10 Feb. 2019 <https://www.telegraph.co.uk/food-and-drink/features/goodbye-veganuary-hello-februdairy-dairy-industry-taking-fight/>.Janus, Erin. “DAIRY IS SCARY! The Industry Explained in 5 Minutes.” Video. 27 Dec. 2015. 12 Feb. 2019 <https://www.youtube.com/watch?v=UcN7SGGoCNI&t=192s>.Kaiserman, Beth. “Dairy Industry Struggles in a Sea of Plant-Based Milks.” Forbes.com 31 Jan. 2019. 20 Feb. 2019 <https://www.forbes.com/sites/bethkaiserman/2019/01/31/dairy-industry-plant-based-milks/#7cde005d1c9e>.Kwye, Su Mon, et al. “On Recommending Hashtags in Twitter Networks.” Proceedings of the Social Informatics: 4th International Conference, SocInfo. 5-7 Dec. 2012. Lausanne: Research Collection School of Information Systems. 337-50. 12 Feb. 2019 <https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=2696&context=sis_research>.Lockhart, James, Danny Donaghy, and Hamish Gow. “Milk Price Cuts Reflect the Reality of Sweeping Changes in Global Dairy Market.” The Conversation 12 May 2016. 12 Feb. 2019 <https://theconversation.com/milk-price-cuts-reflect-the-reality-of-sweeping-changes-in-global-dairy-market-59251>.Macnamara, Jim. “‘Emergent’ Media and Public Communication: Understanding the Changing Mediascape.” Public Communication Review 1.2 (2010): 3–17.Mango, Alison. “This Drastic Diet Change Helped Venus Williams Fight Her Autoimmune Condition.” Health.com 12 Jan. 2017. 10 Feb. 2019 <https://www.health.com/nutrition/venus-williams-raw-vegan-diet>.McDonald, Barbara. “Once You Know Something, You Can’t Not Know It. An Empirical Look at Becoming Vegan.” Foodethics.univie.ac.at, 2000. 12 Feb. 2019 <https://foodethics.univie.ac.at/fileadmin/user_upload/inst_ethik_wiss_dialog/McDonald__B._2000._Vegan_...__An_Empirical_Look_at_Becoming_Vegan..pdf>.Milk Life. “What Is Milk Life?” 20 Feb. 2019 <https://milklife.com/what-is-milk-life>.News.com.au. “Twitter Trolls Take over Conference Hashtag with Porn.” News.com.au 30 Nov. 2015. 12 Feb. 2019 <https://www.news.com.au/national/twitter-trolls-take-over-ecology-conference-hashtag-with-porn/news-story/06a76d7ab53ec181776bdb11d735e422>.Nussbaum, Rachel. “Tons of Your Favorite Drugstore Products Are Officially Cruelty-Free Now.” Glamour.com 9 Oct. 2018. 21 Feb. 2019 <https://www.glamour.com/story/dove-cruelty-free-peta>.Parnell, Kerry. “Charity Theme Months Have Taken over the Calendar.” Daily Telegraph.com 26 Sep. 2015. 18 Feb. 2019 <https://www.dailytelegraph.com.au/rendezview/charity-theme-months-have-taken-over-the-calendar/news-story/1f444a360ee04b5ec01154ddf4763932>.People for the Ethical Treatment of Animals. “This Cow Was Suffering on Dairy Farm and the Owner Refused to Help Her.” Facebook post. 13 Feb. 2019. 15 Feb. 2019 <https://www.facebook.com/official.peta>.Pippus, Anna. “Progress! Canada’s New Draft Food Guide Favors Plant-Based Protein and Eliminates Dairy as a Food Group.” Huffington Post 7 Dec. 2017. 10 Feb. 2019 <https://www.huffingtonpost.com/entry/progress-canadas-new-food-guide-will-favor-plant_us_5966eb4ce4b07b5e1d96ed5e>.Potter, Will. “Ag-Gag Laws: Corporate Attempts to Keep Consumers in the Dark.” Griffith Journal of Law and Human Dignity (2017): 1–32.Roy Morgan. “Netflix Set to Surge beyond 10 Million Users.” Roy Morgan 3 Aug. 2018. 20 Feb. 2019 <http://www.roymorgan.com/findings/7681-netflix-stan-foxtel-fetch-youtube-amazon-pay-tv-june-2018-201808020452>.———. “1 in 7 Australians Now Watch No Commercial TV, Nearly Half of All Broadcasting Reaches People 50+, and Those with SVOD Watch 30 Minutes Less a Day.” Roy Morgan 1 Feb. 2016. 10 Feb. 2019 <http://www.roymorgan.com/findings/6646-decline-and-change-commercial-television-viewing-audiences-december-2015-201601290251>.Saccaro, Matt. “Milk Does Not Do a Body Good, Says New Study.” Mic.com 29 Oct. 2014. 12 Feb. 2019 <https://mic.com/articles/102698/milk-does-not-do-a-body-good#.o7MuLnZgV>.Sandhu, Serina. “A Group of Vegan Activists Is Trying to Hijack the ‘Februdairy’ Month by Encouraging People to Protest at Dairy Farms.” inews.co.uk 5 Feb. 2019. 18 Feb. 2019 <https://inews.co.uk/news/uk/vegan-activists-hijack-februdairy-protest-dairy-farms-farmers/>.Social Garden. “Hashtag Blunders That Hurt Your Social Media Marketing Efforts.” Socialgarden.com.au 30 May 2014. 10 Feb. 2019 <https://socialgarden.com.au/social-media-marketing/hashtag-blunders-that-hurt-your-social-media-marketing-efforts/>.Statista: The Statista Portal. Use of Social Networking Sites in Australia as of March 2017 by Age. 2019. 10 Feb. 2019 <https://www.statista.com/statistics/729928/australia-social-media-usage-by-age/>.Tran, Mark. “#myNYPD Twitter Callout Backfires for New York Police Department.” The Guardian 23 Apr. 2014. 10 Feb. 2019 <https://www.theguardian.com/world/2014/apr/23/mynypd-twitter-call-out-new-york-police-backfires>.University of Cambridge. “Farming Loved But Misunderstood, Survey Shows.” Cam.uc.uk 23 Aug. 2012. 10 Feb. 2019 <https://www.cam.ac.uk/research/news/farming-loved-but-misunderstood-survey-shows>.Veganuary. “About Veganuary.” 2019. 21 Feb. 2019 <https://veganuary.com/about/>.———. “Veganuary: Inspiring People to Try Vegan!” 2019. 10 Feb. 2019 <https://veganuary.com/>.What the Health. Dir. Kip Anderson, and Keegan Kuhn. A.U.M. Films, 2017.Worthington, Brett. “Federal Government Pushes to Stop Plant-Based Products Labelled as ‘Meat’ or ‘Milk’.” ABC News 11 Oct. 2018. 20 Feb. 2019 <https://www.abc.net.au/news/2018-10-11/federal-government-wants-food-standards-reviewed/10360200>.Yates, Jack. “Farmers Plan to Make #Februdairy Month of Dairy Celebration.” Farmers Weekly 20 Jan. 2018. 10 Feb. 2019 <https://www.fwi.co.uk/business/farmers-plan-make-februdairy-month-dairy-celebration>.

Audiences are a contested domain with Ang and others desperate to analyse, anatomise, understand and describe them. They are particularly important for the commercialisation of any medium since advertisers like to know what they are getting for their money and, in the famous aphorism, 'the role of the commercial media is to deliver audiences to advertisers'. Marshall's concept of 'audience-commodity' continues this intellectual interrogation of the audience and its production by individual practices of media consumption. Mass media audiences have consumed much research attention over most of the past century with major consideration being paid to the displacement of other activities arising from the consumption of newly-introduced media, effects of the media and a succession of moral panics. It has only been in recent years that 'the audience' has been researched on (essentially) its own terms -- in the branch of media and culture studies enquiry called, conveniently, 'audience studies'. Well- known Australian examples of such studies often concern children and adolescents and include: Hodge & Tripp, Noble, and Palmer (now Gillard). Audience studies assumes that audience participants are sufficiently insightful and sufficiently cognisant of their various pleasures, desires and frustrations to be able to discuss their media consumption patterns with interested researchers. The paradigm takes as read that people have reasons for their behaviours, and sets out to uncover what these are through (often) a variety of interview and observation techniques. It accords audience membership an importance in people's lives. The nature of the 'general' audience is illuminated by specific comments and examples offered during the research process by specific audience members -- analysed and interpreted by the research team. What is clear from a cursory glance at the literature is that audiences do not talk about 'broadcasting' per se, they talk about specific programs and have a tendency to compare programs with others of the same type. Audiences perceive broadcasting as divided into genred broadcasting streams. Unless asked to do so, an audience member (and I've formally interviewed over two hundred such people) is unlikely to compare Home and Away with the ABC Evening News. Comparisons between Home and Away and Neighbours are commonplace, however. What genre is the Internet? A silly question, I know -- but one that is begged by the repeated discussions of Internet culture, Internet communications and information and Internet communities as 'the Internet'. It's a long time since media studies and popular culture academics have discussed 'broadcasting' generically because concern for the specifics of genred broadcasting (both in television and radio) have rendered generalised discussion ridiculously global and oversimplified. In broadcasting we talk about television and radio as if they were (since they are) significantly different. We recognise that the production values for soap opera, drama, sport, news and current affairs and light entertainment are dissimilar. It's only silly to ask 'what genre is the Internet' because, when we think about it, the Internet is multiply genred. Audiences that consume broadcast programmes can be differentiated from each other in terms of age, gender and socioeconomic status, and in terms of viewing place, viewing style, motivation and preferred programme genres. As Morley indicates in his 1986 treatise, Family Television: Cultural Power and Domestic Leisure, the domestic context is central to the everyday consumption of TV. He argues that "the social dimensions of 'watching television' -- the social relationships within which viewing is performed as an activity -- have to be brought more directly into focus if we are properly to understand television audiences' choices of, and responses to, their viewing" (15). That focus upon social relationships as the domestic context within which television is consumed is the substance of his book. Holmes suggests that much of the appeal of the Internet is a spurious one, viz. by selling "a new kind of community to those who have been disconnected from geographical communities" (35). He claims that society has been divided into a multitude of separate domestic spheres within which television is consumed, creating an isolation which the Internet is marketed as solving. "The Internet offers to the dispossessed the ability to remove some of the walls for brief periods of time in return for a time-charged fee" (35). A key to understanding the domestic consumption of television, however, is an understanding of the specifics of genre, and the pleasures associated with the consumption of the genre. Uses to which the broadcast material is put in daily life in interpersonal settings are essentially related to the broadcast material consumed. Discussion of soaps, and of finance reporting, may both be used to develop interpersonal networks and to display current knowledge, but these discussions are likely to occur in different domestic/work contexts. Have we had enough of generalised discussion of the global Internet? Can we move onto addressing whether it is genred; and if so, in which ways? Faced with the cacophony which is the Internet today -- let alone the projected manifestation of the Internet tomorrow -- we are forced to conclude that the Internet has the potential to mimic the features of all the media and genres that have preceded it, and more. It can operate as a mass medium, as a niche medium, and as one-to-one discrete communication -- Dayan's 'particularistic' media (103-13). Within all these categories it can (or has the potential to) work in audio, visual, audiovisual, text and data. On top of this complexity, it offers a variety of degrees of interactivity from simple access to full content creation as part of the communication exchange. You thought Media Studies was big? Watch out for the disciplinary field of Internet Studies! The concept of the active audience has been a staple of audience studies theory for a generation. Here the activity recognised in the 'active' audience is one of the audience actively engaging with programme content -- resisting, reformulating and recirculating the messages and meanings on offer. This is a different level of interactivity compared with that implicit in some aspects of the Internet (online community, for example). Internet interactivity recognises that the text is produced as part of the act of consumption. Have the audience activity characteristics of online community members been sufficiently differentiated from -- say -- the activity of accessing Encyclopaedia Britannica online? Are online community members more of a 'www.participants' than an 'audience'; should we see audiences as genred too? Television audiences (as my anonymous reviewer has helpfully remarked) are typically constituted via essentialising experiences' "generally domestic/familial setting, generally in the context of other activities, generally ritualised in terms of the serialisation of these experiences etc." We know that this is the case from detailed investigations into the consumption of television. Less is known about the experience of online participation, although Wilbur discusses "the strangely solitary work that many CMC [computer-mediated communications] researchers are engaged in, sitting alone at their computers, but surrounded by a global multitude" (6). He goes on to suggest seven definitions of 'virtual community' before concluding that the "multi-bladed, critical Swiss army knives" might offer an appropriate metaphor for the many uses of the Internet. 'Participation' in this culture is similarly hard to define, and (given that it is so individual and spatially private) expressive of individual difference. "For those who doubt the possibility of online intimacy, I can only speak of ... hours sitting at my keyboard with tears streaming down my face, or convulsed with laughter" (Wilbur 18). I wait for the ethnographic research before I venture further into definitions of 'www.participants'. Online community, I would argue, is a specifically genred stream of Internet activity. Further, it is particularly interesting to audience researchers because it has no clear precursor in the audiences and readerships of the traditional mass media. Holmes (32) has usefully differentiated between 'Communities of broadcast' (using the generic term, to offer an exception to the rule!) and 'Communities of interactivity', but he does so to highlight difference -- not to argue great similarity. The community of interest brought into being by the shared consumption and social circulation of elements of broadcast programming differs from the community of interactivity made visible through online community membership -- and both differ from Anderson's notion of the imagined community. Online communities are particularly problematic for audience studies theorists because the audience is the content producer. There is no content apart from the interactions and creativity of community members, and the contributions of new/casual online participants. For sites where 'hits' are enumerated, the simple act of access is also content production, and creates value and interest for others. Clearly the research is yet to be done in these areas. If we are to theorise cogently and in depth about people's activities and production/consumption patterns on the Internet, we need to identify genres and investigate specific audience/community members. Interactions with online community members suggest that age may offer a critical nexus of audience/participant distinction (Palandri & Green). Community members of 35+ have had to deliberately choose to learn the conventions of Internet interaction. They have experienced specific motivations. In affluent societies such as ours, on the other hand, for many people under 20, the required Internet skills and competencies have been normalised as part of an everyday social repertoire, in the same way that almost all of us have learned the conventions of television viewing. An understanding of the specifics of difference, and of congruence, will make discussions of Internet audiences/participants/content providers/community members that much more useful. Such research has an added frisson. I started this article with an acknowledgement of Ang's book Desperately Seeking the Audience. The research to be undertaken in the Internet genre of online community includes the need to seek desperately for the audience; the individual audience member; and (in many cases) the individual audience member's multiple identities -- each of which offers specific and different value to the researched community member. Identity is a key issue for Internet researchers, and a signal difference between communities of broadcast and communities of interactivity. As Holmes has usefully pointed out: "broadcast facilitates mass recognition ... with little reciprocity while the Internet facilitates reciprocity with little or no recognition" (31). We need to acknowledge, recognise and explore these differences in the next generation of audience studies research. References Anderson, B. Imagined Communities. 2nd ed. London: Verso, 1991. Ang, I. Desperately Seeking the Audience. London: Routledge, 1991. Dayan, D. "Particularistic Media and Diasporic Communications." Media, Ritual and Identity. Eds T. Liebes and J. Curran. London: Routledge, 1998. 103-13. Hodge, B., and D. Tripp. Children and Television: A Semiotic Approach. Cambridge: Polity Press, 1986. Holmes, D. "Virtual Identity: Communities of Broadcast, Communities of Interactivity." Virtual Politics: Identity and Community in Cyberspace. Ed. D. Holmes. London: Sage, 1997. 26-45. Morley, D. Family Television: Cultural Power and Domestic Leisure. London: Routledge, 1986. Noble, G. Children in Front of the Small Screen. London: Constable, 1975. Palandri, M., and L. Green. "Image Management in a Bondage, Discipline, Sadomasochist Subculture: A Cyber-Ethnographic Study." CyberPsychology and Behavior. USA: Mary Ann Liebert, forthcoming. <http://www.liebertpub.com/cpb/default.htm>. Palmer, P. Girls and Television. Sydney: NSW Ministry of Education, 1986. ---. The Lively Audience: A Study of Children around the TV Set. Sydney: Allen & Unwin, 1986. Wilbur, S.P. "An Archaeology of Cyberspaces: Virtuality, Community, Identity." Internet Culture. Ed. D. Porter. New York: Routledge, 1997. 5- 22. Citation reference for this article MLA style: Lelia Green. "Relating to Internet 'Audiences'." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/internet.php>. Chicago style: Lelia Green, "Relating to Internet 'Audiences'," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/internet.php> ([your date of access]). APA style: Lelia Green. (2000) Relating to Internet 'Audiences'. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/internet.php> ([your date of access]).

“We have made Italy, now we must make Italians,” in the (probably apocryphal) words of the Prime Minister, sometime after the unification of the nation in 1860. Perhaps in French, if it was said at all. (The quotation is typically attributed to Massimo D’Azeglio, the prime minister of Piedmont and predecessor of the first Italian prime minister Camillo Cavour. Many have suggested that the phrase was misquoted and misunderstood (see Doyle.) D’Azeglio spoke in Italian when he addressed the newly-formed Italian parliament, but my reference to French is meant to indicate the fragility of the national language in early Italy where much of the ruling class spoke French while the majority of the people in the peninsula still spoke regional dialects.) It was television – more than print media or even radio – that would have the biggest impact in terms of ‘making Italians.’ Writing about Italy in the 1950s, a well-known media critic suggested that television, a game show actually, “was able to succeed where The Divine Comedy failed … it gave Italy a national language” (qtd. in Foot). But these are yesterday’s problems. We have Italy and Italians. Moreover, the emergence of global ways of being and belonging are evidence of the ways in which the present transcends forms of belonging rooted in the old practices and older institutions of the nation-state. But, then again, maybe not. “A country that allows you to vote in its elections must be able to provide you with information about those elections” (Magliaro). This was 2002. The country is still Italy, but this time the Italians are anywhere but Italy. The speaker is referring to the extension of the vote to Italian citizens abroad, represented directly by 18 members of parliament, and the right to information guaranteed the newly enfranchised electorate. What, then, is the relationship between citizenship, the state and global television today? What are the modalities of involvement and participation involved in these transformations of the nation-state into a globally-articulated network of institutions? I want to think through these questions in relation to two ways that RAI International, the ‘global’ network of the Italian public broadcaster, has viewed Italians around the world at different moments in its history: mega-events and return information. Mega-Events Eighteen months after its creation in 1995, RAI International was re-launched. This decision was partially due to a change in government (which also meant a change in the executive and staff), but it was also a response to the perceived failure of RAI International to garner an adequate international audience (Morrione, Testimony [1997]). This re-launch involved a re-conceptualisation of the network’s mandate to include both information services for Italians abroad (the traditional ‘public service’ mandate for Italy’s international broadcasting) as well as programming that would increase the profile of Italian media in the global market. The mandate outlined for Roberto Morrione – appointed president as part of the re-launch – read: The necessity of strategic and operative certainties in the international positioning of the company, both with regard to programming for our co-nationals abroad and for other markets…are at the centre of the new role of RAI International. This involves bringing together in the best way the informative function of the public service, which is oriented to our community in the world in order to enrich its cultural patrimony and national identity, with an active presence in evolving markets. (Morrione, Testimony [1998]) The most significant change in the executive of the network was the appointment of Renzo Arbore, a well-known singer and bandleader, to the position of artistic director. At the time of Arbore’s appointment, the responsibilities of the artistic director at the network were ill defined, but he very quickly transformed the position into the ‘face’ of RAI International. In an interview from 1998, Arbore explained his role at the network as follows: “I’m the artistic director, which means I’m in charge of the programs that have any kind of artistic content. Also, I’m the so called “testimonial”, which is to say I do propaganda for the network, I’m the soul of RAI International” (Affatato). The most often discussed aspect of the programming on RAI International during Arbore’s tenure as artistic director was the energy and resources dedicated to events that put the spotlight on the global reach of the service itself and the possibilities that satellite distribution gave for simultaneous exchange between locations around the world. It was these ‘mega-events’ (Garofalo), in spite of constituting only a small portion of the programming schedule, that were often seen as defining RAI’s “new way” of creating international programming (Milana). La Giostra [The Merry Go Round], broadcast live on New Year’s Eve 1996, is often cited as the launch of the network’s new approach to its mission. Lasting 20 hours in total, the program was hosted by Arbore. As Morrione described it recently, The ‘mother of live shows’ was the Giostra of New Year’s ’97 where Arbore was live in the studio for 20 consecutive hours, with many guests and segments from the Pole, Peking, Moscow, Berlin, Jerusalem, San Paolo, Buenos Aires, New York and Los Angeles. It was a memorable enterprise without precedent and never to be duplicated. (Morrione, RAI International) The presentation of television as a global medium in La Giostra draws upon the relationship between live broadcasting, satellite television and conceptions of globality that has developed since the 1960s as part of what Lisa Parks describes as ‘global presence’ (Parks). However, in keeping with the dual mandate of RAI International, the audience that La Giostra is intended to constitute was not entirely homogenous in nature. The lines between the ‘national’ audience, which is to say Italians abroad, and the international audience involving a broader spectrum of viewers are often blurred, but still apparent. This can be seen in the locations to which La Giostra travelled, locations that might be seen as a mirror of the places to which the broadcast might be received. On the one hand, there are segments from a series of location that speak to a global audience, many of which are framed by the symbols of the cold war and the ensuing triumph of global capitalism. The South Pole, Moscow, Beijing and a reunified Berlin can be seen as representing this understanding of the globe. These cities highlighted the scope of the network, reaching cities previously cut off from Italy behind the iron curtain (or, in the case of the Pole, the extreme of geographic isolation.) The presence of Jerusalem contributed to this mapping of the planet with an ecclesiastical, but ecumenical accent to this theme. On the other hand, Sao Paolo, Buenos Aires, and Melbourne (not mentioned by Morrione, but the first international segment in the program) also mapped the world of Italian communities around the world. The map of the globe offered by La Giostra is similar to the description of the prospective audience for RAI International that Morrione gave in November 1996 upon his appointment as director. After having outlined the network’s reception in the Americas and Australia, where there are large communities of Italians who need to be served, he goes on to note the importance of Asia: “China, India, Japan, and Korea, where there aren’t large communities of Italians, but where “made in Italy,” the image of Italy, the culture and art that separate us from others, are highly respected resources” (Morrione, “Gli Italiani”). La Giostra served as a container that held together a vision of the globe that is centered around Italy (particularly Rome, caput mundi) through the presentation on screen of the various geopolitical alliances as well as the economic and migratory connections which link Italy to the world. These two mappings of the globe brought together within the frame of the 20-hour broadcast and statements about the network’s prospective audiences suggest that two different ways of watching RAI International were often overlaid over each other. On the one hand, the segments spanning the planet stood as a sign of RAI International’s ability to produce programs at a global scale. On the other hand, there was an attempt to speak directly to communities of Italians abroad. The first vision of the planet offered by the program suggests a mode of watching more common among disinterested, cosmopolitan viewers belonging to a relatively homogenous global media market. While the second vision of the planet was explicitly rooted in the international family of Italians constituted through the broadcast. La Giostra, like the ‘dual mandate’ of the network, can be seen as an attempt to bring together the national mission of network with its attempts to improve its position in global media markets. It was an attempt to unify what seemed two very different kinds of audiences: Italians abroad and non-Italians, those who spoke some Italian and those who speak no Italian at all. It was also an attempt to unify two very different ways of understanding global broadcasting: public service on the one hand and the profit-oriented goals of building a global brand. Given this orientation in the network’s programming philosophy, it is not surprising that Arbore, speaking of his activities as Artistic director, stated that his goals were to produce shows that would be accessible both to those that spoke very little Italian as well as those that were highly cultured (Arbore). In its attempt to bring these divergent practices and imagined audiences together, La Giostra can be seen as part of vision of globalisation rooted in the euphoria of the early nineties in which distance and cultural differences were reconciled through communications technology and “virtuous” transformation of ethnicity into niche markets. However, this approach to programming started to fracture and fail after a short period. The particular balance between the ethnic and the economically ecumenical mappings of the globe present in La Giostra proved to be as short lived as the ‘dual mandate’ at RAI International that underwrote its conception. Return Information The mega-events that Arbore organised came under increasing criticism from the parliamentary committees overseeing RAI’s activities as well as the RAI executive who saw them both extremely expensive to produce and of questionable value in the fulfillment of RAI’s mission as a public broadcaster (GRTV). They were sometimes described as misfatti televisivi [broadcasting misdeeds] (Arbore). The model of the televisual mega-event was increasingly targeted towards speaking to Italians abroad, dropping broader notions of the audience. This was not an overnight change, but part of a process through which the goals of the network were refocused towards ‘public service.’ Morrione, speaking before the parliamentary committee overseeing RAI’s activities, describes an evening dedicated to a celebration of the Italian flag which exemplifies this trend: The minister of Foreign Affairs asked us to prepare a Tricolore (the Italian flag) evening – that would go on air in the month of January – that we would call White, Red and Green (not the most imaginative name, but effective enough.) It would include international connections with Argentina, where there exists one of the oldest case d’italiani [Italian community centers], built shortly after the events of our Risorgimento and where they have an ancient Tricolore. We would also connect with Reggio Emilia, where the Tricolore was born and where they are celebrating the anniversary this year. Segments would also take us to the Vittoriano Museum in Rome for a series of testimonies. (Morrione, Testimony [1997]) Similar to La Giostra, the global reach of RAI International was used to create a sense of simultaneity among the dispersed communities of Italians around the world (including the population of Italy itself). The festival of the Italian flag was similarly deeply implicated in the rituals and patterns that bring together an audience and, at another level, a people. However, in the celebration of the Italian flag, the notion that such a spectacle might be of interest to those outside of a global “Italian” community has disappeared. Like La Giostra, programs of this kind are intended to be constitutive of an audience, a collectivity that would not exist were it not for the common space provided through television spectatorship. The celebration of the Italian flag is part of an attempt to produce a sense of global community organised by a shared sense of ethnic identity as expressed through the common temporality of a live broadcast. Italians around the world were part of the same Italian community not because of their shared history (even when this was the stated subject of the program as was the case with Red, White and Green), but because they co-existed by means of their experience of the mediated event. Through these events, the shared national history is produced out of the simultaneity of the common present and not, as the discourse around Italian identity presented in these programs would have it (for example, the narratives around the origin around the flag), the other way around. However, this connection between the global television event that was broadcast live and national belonging raised questions about the kind of participation they facilitated. This became a particularly salient issue with the election of the second Berlusconi government and the successful campaign to grant Italians citizens living abroad the vote, a campaign that was lead by formerly fascist (but centre-moving) Alleanza Nazionale. With the appoint of Massimo Magliaro, a longtime member of Alleanza Nazionale, to the head of the network in 2000, the concept of informazione di ritorno [return information] became increasingly prominent in descriptions of the service. The phrase was frequently used, along with tv di ritorno (Tremaglia), by the Minister for Italiani nel Mondo during the second Berlusconi administration, Mirko Tremaglia, and became a central theme in the projects envisioned for the service. (The concept had circulated previously, but it was not given the same emphasis that it would gain after Magliaro’s appointment. In an interview from 1996, Morrione is asked about his commitment to the policy of “so-called” return information. He answers the question by commenting in support of producing a ‘return image’ (immagine di ritorno), but never uses the phrase (Morrione, “Gli Italiani”). Similarly, Arbore, in an interview from 1998, is also asked about ‘so-called’ return information, but also never uses the term himself (Affatato). This suggests that its circulation was limited up until the late 1990s.) The concept of ‘return information’ – not quite a neologism in Italian, but certainly an uncommon expression – was a two-pronged, and never fully implemented, initiative. Primarily it was a policy that sought to further integrate RAI International into the system of RAI’s national television networks. This involved both improving the ability of RAI International to distribute information about Italy to communities of Italians abroad as well as developing strategies for the eventual use of programming produced by RAI International on the main national networks as a way of raising the awareness of Italians in Italy about the lives and beliefs of Italians abroad. (The programming produced by RAI International was never successfully integrated into the schedules of the other national networks. This issue remained an issue that had yet to be resolved as recently as the negotiations between the Prime Minister’s office and RAI to establish a new agreement governing RAI’s international service in 2007.) This is not to say that there was a dramatic shift in the kind of programming on the network. There had always been elements of these new goals in the programming produced exclusively for RAI International. The longest running program on the network, Sportello Italia [Information Desk Italy], provided information to Italians abroad about changes in Italian law that effected Italians abroad as well as changes in bureaucratic practice generally. It often focused on issues such as the voting rights of Italians abroad, questions about receiving pensions and similar issues. It was joined by a series of in-house productions that primarily consisted of news and information programming whose roots were in the new division in charge of radio and television broadcasts since the sixties. The primary change was the elimination of large-scale programs, aside from those relating to the Italian national soccer team and the Pope, due to budget restrictions. This was part of a larger shift in the way that the service was envisioned and its repositioning as the primary conduit between Italy and Italians abroad. Speaking in 2000, Magliaro explained this as a change in the network’s priorities from ‘entertainment’ to ‘information’: There will be a larger dose of information and less space for entertainment. Informational programming will be the privileged product in which we will invest the majority of our financial and human resources, both on radio and on television. Providing information means both telling Italians abroad about Italy and allowing public opinion in our country to find out about Italians around the world. (Morgia) Magliaro’s statement suggests that there is a direct connection between the changing way of conceiving of ‘global’ Italian television and the mandate of RAI International. The spectacles of the mid-nineties, implicitly characterised by Magliaro as ‘entertainment,’ were as much about gaining the attention of those who did not speak Italian or watch Italian television as speaking to Italians abroad. The kind of participation in the nation that these events solicited were limited in that they did not move beyond a relatively passive experience of that nation as community brought together through the diffuse and distracted experience of ‘entertainment’. The rise of informazione di ritorno was a discourse that offered a particular conception of Italians abroad who were more directly involved in the affairs of the nation. However, this was more than an increased interest in the participation of audiences. Return information as developed under Magliaro’s watch posited a different kind of viewer, a viewer whose actions were explicitly and intimately linked to their rights as citizens. It is not surprising that Magliaro prefaced his comments about the transformation of RAI’s mandate and programming priorities by acknowledging that the extension of the vote to Italians abroad demands a different kind of broadcaster. The new editorial policy of RAI International is motivated from the incontrovertible fact that Italians abroad will have the right to vote in a few months … . In terms of the product that we are developing, aimed at adequately responding to the new demands created by the vote… (Morgia) The granting of the vote to Italians abroad meant that the forms of symbolic communion that produced through the mega-events needed to be supplanted by a policy that allowed for a more direct link between the ritual aspects of global media to the institutions of the Italian state. The evolution of RAI International cannot be separated from the articulation of an increasingly ethno-centric conception of citizenship and the transformation of the Italian state over the course of the 1990s and early 2000s towards. The transition between these two approaches to global television in Italy is important for understanding the events that unfolded around RAI International’s role in the development of a global Italian citizenry. A development that should not be separated from the development of increasingly stern immigration policies whose effect is to identify and export undesirable outsiders. The electoral defeat of Berlusconi in 2006 and the ongoing political instability surrounding the centre-left government in power since then has meant that the future development of RAI International and the long-term effects of the right-wing government on the cultural and political fabric of Italy remain unclear at present. The current need for a reformed electoral system and talk about the need for greater efficiency from the new executive at RAI make the evolution of the global Italian citizenry an important context for understanding the role of media in the globalised nation-state in the years to come. References Affatato, M. “I ‘Segreti’ di RAI International.” GRTV.it, 17 Feb. 1998. Arbore, R. “‘Il mio sogno? Un Programma con gli italiani all’estero.’” GRTV.it, 18 June 1999. Foot, J. Milan since the Miracle: City, Culture, and Identity. Oxford: Berg, 2001. Garofalo, R. “Understanding Mega-Events: If We Are the World, Then How Do We Change It? In C. Penley and A. Ross, eds., Technoculture. Minneapolis, University of Minnesota Press, 1991. 247-270. Magliaro, M. “Speech to Second Annual Conference.” Comites Canada, 2002. Milana, A. RAI International: 40 anni, una storia. Rome: RAI, 2003. Morgia, G. La Rai del Duemila per gli italiani nel mondo: Intervista con Massimo Magliaro. 2001. Morrione, R. “Gli Italiani all’estero ‘azionisti di riferimento.’” Interview with Roberto Morrione. GRTV.it, 15 Nov. 1996. Morrione, R. Testimony of Roberto Morrione to Commitato Bicamerale per la Vigilanza RAI, 12 December 1997. Rome, 1997. 824-841. Morrione, R. Testimony of Roberto Morrione to Commitato Bicamerale per la Vigilanza RAI, 17 November 1998. Rome, 1998. 1307-1316. Morrione, R. “Tre anni memorabili.” RAI International: 40 anni, una storia. Rome: RAI, 2003. 129-137. Parks, L. Cultures in Orbit: Satellites and the Televisual. Durham, NC: Duke UP, 2005. Citation reference for this article MLA Style Hayward, Mark. "Two Ways of Being Italian on Global Television." M/C Journal 10.6/11.1 (2008). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0804/05-hayward.php>. APA Style Hayward, M. (Apr. 2008) "Two Ways of Being Italian on Global Television," M/C Journal, 10(6)/11(1). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0804/05-hayward.php>.

“We have made Italy, now we must make Italians,” in the (probably apocryphal) words of the Prime Minister, sometime after the unification of the nation in 1860. Perhaps in French, if it was said at all. (The quotation is typically attributed to Massimo D’Azeglio, the prime minister of Piedmont and predecessor of the first Italian prime minister Camillo Cavour. Many have suggested that the phrase was misquoted and misunderstood (see Doyle.) D’Azeglio spoke in Italian when he addressed the newly-formed Italian parliament, but my reference to French is meant to indicate the fragility of the national language in early Italy where much of the ruling class spoke French while the majority of the people in the peninsula still spoke regional dialects.) It was television – more than print media or even radio – that would have the biggest impact in terms of ‘making Italians.’ Writing about Italy in the 1950s, a well-known media critic suggested that television, a game show actually, “was able to succeed where The Divine Comedy failed … it gave Italy a national language” (qtd. in Foot). But these are yesterday’s problems. We have Italy and Italians. Moreover, the emergence of global ways of being and belonging are evidence of the ways in which the present transcends forms of belonging rooted in the old practices and older institutions of the nation-state. But, then again, maybe not. “A country that allows you to vote in its elections must be able to provide you with information about those elections” (Magliaro). This was 2002. The country is still Italy, but this time the Italians are anywhere but Italy. The speaker is referring to the extension of the vote to Italian citizens abroad, represented directly by 18 members of parliament, and the right to information guaranteed the newly enfranchised electorate. What, then, is the relationship between citizenship, the state and global television today? What are the modalities of involvement and participation involved in these transformations of the nation-state into a globally-articulated network of institutions? I want to think through these questions in relation to two ways that RAI International, the ‘global’ network of the Italian public broadcaster, has viewed Italians around the world at different moments in its history: mega-events and return information. Mega-Events Eighteen months after its creation in 1995, RAI International was re-launched. This decision was partially due to a change in government (which also meant a change in the executive and staff), but it was also a response to the perceived failure of RAI International to garner an adequate international audience (Morrione, Testimony [1997]). This re-launch involved a re-conceptualisation of the network’s mandate to include both information services for Italians abroad (the traditional ‘public service’ mandate for Italy’s international broadcasting) as well as programming that would increase the profile of Italian media in the global market. The mandate outlined for Roberto Morrione – appointed president as part of the re-launch – read: The necessity of strategic and operative certainties in the international positioning of the company, both with regard to programming for our co-nationals abroad and for other markets…are at the centre of the new role of RAI International. This involves bringing together in the best way the informative function of the public service, which is oriented to our community in the world in order to enrich its cultural patrimony and national identity, with an active presence in evolving markets. (Morrione, Testimony [1998]) The most significant change in the executive of the network was the appointment of Renzo Arbore, a well-known singer and bandleader, to the position of artistic director. At the time of Arbore’s appointment, the responsibilities of the artistic director at the network were ill defined, but he very quickly transformed the position into the ‘face’ of RAI International. In an interview from 1998, Arbore explained his role at the network as follows: “I’m the artistic director, which means I’m in charge of the programs that have any kind of artistic content. Also, I’m the so called “testimonial”, which is to say I do propaganda for the network, I’m the soul of RAI International” (Affatato). The most often discussed aspect of the programming on RAI International during Arbore’s tenure as artistic director was the energy and resources dedicated to events that put the spotlight on the global reach of the service itself and the possibilities that satellite distribution gave for simultaneous exchange between locations around the world. It was these ‘mega-events’ (Garofalo), in spite of constituting only a small portion of the programming schedule, that were often seen as defining RAI’s “new way” of creating international programming (Milana). La Giostra [The Merry Go Round], broadcast live on New Year’s Eve 1996, is often cited as the launch of the network’s new approach to its mission. Lasting 20 hours in total, the program was hosted by Arbore. As Morrione described it recently, The ‘mother of live shows’ was the Giostra of New Year’s ’97 where Arbore was live in the studio for 20 consecutive hours, with many guests and segments from the Pole, Peking, Moscow, Berlin, Jerusalem, San Paolo, Buenos Aires, New York and Los Angeles. It was a memorable enterprise without precedent and never to be duplicated. (Morrione, RAI International) The presentation of television as a global medium in La Giostra draws upon the relationship between live broadcasting, satellite television and conceptions of globality that has developed since the 1960s as part of what Lisa Parks describes as ‘global presence’ (Parks). However, in keeping with the dual mandate of RAI International, the audience that La Giostra is intended to constitute was not entirely homogenous in nature. The lines between the ‘national’ audience, which is to say Italians abroad, and the international audience involving a broader spectrum of viewers are often blurred, but still apparent. This can be seen in the locations to which La Giostra travelled, locations that might be seen as a mirror of the places to which the broadcast might be received. On the one hand, there are segments from a series of location that speak to a global audience, many of which are framed by the symbols of the cold war and the ensuing triumph of global capitalism. The South Pole, Moscow, Beijing and a reunified Berlin can be seen as representing this understanding of the globe. These cities highlighted the scope of the network, reaching cities previously cut off from Italy behind the iron curtain (or, in the case of the Pole, the extreme of geographic isolation.) The presence of Jerusalem contributed to this mapping of the planet with an ecclesiastical, but ecumenical accent to this theme. On the other hand, Sao Paolo, Buenos Aires, and Melbourne (not mentioned by Morrione, but the first international segment in the program) also mapped the world of Italian communities around the world. The map of the globe offered by La Giostra is similar to the description of the prospective audience for RAI International that Morrione gave in November 1996 upon his appointment as director. After having outlined the network’s reception in the Americas and Australia, where there are large communities of Italians who need to be served, he goes on to note the importance of Asia: “China, India, Japan, and Korea, where there aren’t large communities of Italians, but where “made in Italy,” the image of Italy, the culture and art that separate us from others, are highly respected resources” (Morrione, “Gli Italiani”). La Giostra served as a container that held together a vision of the globe that is centered around Italy (particularly Rome, caput mundi) through the presentation on screen of the various geopolitical alliances as well as the economic and migratory connections which link Italy to the world. These two mappings of the globe brought together within the frame of the 20-hour broadcast and statements about the network’s prospective audiences suggest that two different ways of watching RAI International were often overlaid over each other. On the one hand, the segments spanning the planet stood as a sign of RAI International’s ability to produce programs at a global scale. On the other hand, there was an attempt to speak directly to communities of Italians abroad. The first vision of the planet offered by the program suggests a mode of watching more common among disinterested, cosmopolitan viewers belonging to a relatively homogenous global media market. While the second vision of the planet was explicitly rooted in the international family of Italians constituted through the broadcast. La Giostra, like the ‘dual mandate’ of the network, can be seen as an attempt to bring together the national mission of network with its attempts to improve its position in global media markets. It was an attempt to unify what seemed two very different kinds of audiences: Italians abroad and non-Italians, those who spoke some Italian and those who speak no Italian at all. It was also an attempt to unify two very different ways of understanding global broadcasting: public service on the one hand and the profit-oriented goals of building a global brand. Given this orientation in the network’s programming philosophy, it is not surprising that Arbore, speaking of his activities as Artistic director, stated that his goals were to produce shows that would be accessible both to those that spoke very little Italian as well as those that were highly cultured (Arbore). In its attempt to bring these divergent practices and imagined audiences together, La Giostra can be seen as part of vision of globalisation rooted in the euphoria of the early nineties in which distance and cultural differences were reconciled through communications technology and “virtuous” transformation of ethnicity into niche markets. However, this approach to programming started to fracture and fail after a short period. The particular balance between the ethnic and the economically ecumenical mappings of the globe present in La Giostra proved to be as short lived as the ‘dual mandate’ at RAI International that underwrote its conception. Return Information The mega-events that Arbore organised came under increasing criticism from the parliamentary committees overseeing RAI’s activities as well as the RAI executive who saw them both extremely expensive to produce and of questionable value in the fulfillment of RAI’s mission as a public broadcaster (GRTV). They were sometimes described as misfatti televisivi [broadcasting misdeeds] (Arbore). The model of the televisual mega-event was increasingly targeted towards speaking to Italians abroad, dropping broader notions of the audience. This was not an overnight change, but part of a process through which the goals of the network were refocused towards ‘public service.’ Morrione, speaking before the parliamentary committee overseeing RAI’s activities, describes an evening dedicated to a celebration of the Italian flag which exemplifies this trend: The minister of Foreign Affairs asked us to prepare a Tricolore (the Italian flag) evening – that would go on air in the month of January – that we would call White, Red and Green (not the most imaginative name, but effective enough.) It would include international connections with Argentina, where there exists one of the oldest case d’italiani [Italian community centers], built shortly after the events of our Risorgimento and where they have an ancient Tricolore. We would also connect with Reggio Emilia, where the Tricolore was born and where they are celebrating the anniversary this year. Segments would also take us to the Vittoriano Museum in Rome for a series of testimonies. (Morrione, Testimony [1997]) Similar to La Giostra, the global reach of RAI International was used to create a sense of simultaneity among the dispersed communities of Italians around the world (including the population of Italy itself). The festival of the Italian flag was similarly deeply implicated in the rituals and patterns that bring together an audience and, at another level, a people. However, in the celebration of the Italian flag, the notion that such a spectacle might be of interest to those outside of a global “Italian” community has disappeared. Like La Giostra, programs of this kind are intended to be constitutive of an audience, a collectivity that would not exist were it not for the common space provided through television spectatorship. The celebration of the Italian flag is part of an attempt to produce a sense of global community organised by a shared sense of ethnic identity as expressed through the common temporality of a live broadcast. Italians around the world were part of the same Italian community not because of their shared history (even when this was the stated subject of the program as was the case with Red, White and Green), but because they co-existed by means of their experience of the mediated event. Through these events, the shared national history is produced out of the simultaneity of the common present and not, as the discourse around Italian identity presented in these programs would have it (for example, the narratives around the origin around the flag), the other way around. However, this connection between the global television event that was broadcast live and national belonging raised questions about the kind of participation they facilitated. This became a particularly salient issue with the election of the second Berlusconi government and the successful campaign to grant Italians citizens living abroad the vote, a campaign that was lead by formerly fascist (but centre-moving) Alleanza Nazionale. With the appoint of Massimo Magliaro, a longtime member of Alleanza Nazionale, to the head of the network in 2000, the concept of informazione di ritorno [return information] became increasingly prominent in descriptions of the service. The phrase was frequently used, along with tv di ritorno (Tremaglia), by the Minister for Italiani nel Mondo during the second Berlusconi administration, Mirko Tremaglia, and became a central theme in the projects envisioned for the service. (The concept had circulated previously, but it was not given the same emphasis that it would gain after Magliaro’s appointment. In an interview from 1996, Morrione is asked about his commitment to the policy of “so-called” return information. He answers the question by commenting in support of producing a ‘return image’ (immagine di ritorno), but never uses the phrase (Morrione, “Gli Italiani”). Similarly, Arbore, in an interview from 1998, is also asked about ‘so-called’ return information, but also never uses the term himself (Affatato). This suggests that its circulation was limited up until the late 1990s.) The concept of ‘return information’ – not quite a neologism in Italian, but certainly an uncommon expression – was a two-pronged, and never fully implemented, initiative. Primarily it was a policy that sought to further integrate RAI International into the system of RAI’s national television networks. This involved both improving the ability of RAI International to distribute information about Italy to communities of Italians abroad as well as developing strategies for the eventual use of programming produced by RAI International on the main national networks as a way of raising the awareness of Italians in Italy about the lives and beliefs of Italians abroad. (The programming produced by RAI International was never successfully integrated into the schedules of the other national networks. This issue remained an issue that had yet to be resolved as recently as the negotiations between the Prime Minister’s office and RAI to establish a new agreement governing RAI’s international service in 2007.) This is not to say that there was a dramatic shift in the kind of programming on the network. There had always been elements of these new goals in the programming produced exclusively for RAI International. The longest running program on the network, Sportello Italia [Information Desk Italy], provided information to Italians abroad about changes in Italian law that effected Italians abroad as well as changes in bureaucratic practice generally. It often focused on issues such as the voting rights of Italians abroad, questions about receiving pensions and similar issues. It was joined by a series of in-house productions that primarily consisted of news and information programming whose roots were in the new division in charge of radio and television broadcasts since the sixties. The primary change was the elimination of large-scale programs, aside from those relating to the Italian national soccer team and the Pope, due to budget restrictions. This was part of a larger shift in the way that the service was envisioned and its repositioning as the primary conduit between Italy and Italians abroad. Speaking in 2000, Magliaro explained this as a change in the network’s priorities from ‘entertainment’ to ‘information’: There will be a larger dose of information and less space for entertainment. Informational programming will be the privileged product in which we will invest the majority of our financial and human resources, both on radio and on television. Providing information means both telling Italians abroad about Italy and allowing public opinion in our country to find out about Italians around the world. (Morgia) Magliaro’s statement suggests that there is a direct connection between the changing way of conceiving of ‘global’ Italian television and the mandate of RAI International. The spectacles of the mid-nineties, implicitly characterised by Magliaro as ‘entertainment,’ were as much about gaining the attention of those who did not speak Italian or watch Italian television as speaking to Italians abroad. The kind of participation in the nation that these events solicited were limited in that they did not move beyond a relatively passive experience of that nation as community brought together through the diffuse and distracted experience of ‘entertainment’. The rise of informazione di ritorno was a discourse that offered a particular conception of Italians abroad who were more directly involved in the affairs of the nation. However, this was more than an increased interest in the participation of audiences. Return information as developed under Magliaro’s watch posited a different kind of viewer, a viewer whose actions were explicitly and intimately linked to their rights as citizens. It is not surprising that Magliaro prefaced his comments about the transformation of RAI’s mandate and programming priorities by acknowledging that the extension of the vote to Italians abroad demands a different kind of broadcaster. The new editorial policy of RAI International is motivated from the incontrovertible fact that Italians abroad will have the right to vote in a few months … . In terms of the product that we are developing, aimed at adequately responding to the new demands created by the vote… (Morgia) The granting of the vote to Italians abroad meant that the forms of symbolic communion that produced through the mega-events needed to be supplanted by a policy that allowed for a more direct link between the ritual aspects of global media to the institutions of the Italian state. The evolution of RAI International cannot be separated from the articulation of an increasingly ethno-centric conception of citizenship and the transformation of the Italian state over the course of the 1990s and early 2000s towards. The transition between these two approaches to global television in Italy is important for understanding the events that unfolded around RAI International’s role in the development of a global Italian citizenry. A development that should not be separated from the development of increasingly stern immigration policies whose effect is to identify and export undesirable outsiders. The electoral defeat of Berlusconi in 2006 and the ongoing political instability surrounding the centre-left government in power since then has meant that the future development of RAI International and the long-term effects of the right-wing government on the cultural and political fabric of Italy remain unclear at present. The current need for a reformed electoral system and talk about the need for greater efficiency from the new executive at RAI make the evolution of the global Italian citizenry an important context for understanding the role of media in the globalised nation-state in the years to come. References Affatato, M. “I ‘Segreti’ di RAI International.” GRTV.it, 17 Feb. 1998. Arbore, R. “‘Il mio sogno? Un Programma con gli italiani all’estero.’” GRTV.it, 18 June 1999. Foot, J. Milan since the Miracle: City, Culture, and Identity. Oxford: Berg, 2001. Garofalo, R. “Understanding Mega-Events: If We Are the World, Then How Do We Change It? In C. Penley and A. Ross, eds., Technoculture. Minneapolis, University of Minnesota Press, 1991. 247-270. Magliaro, M. “Speech to Second Annual Conference.” Comites Canada, 2002. Milana, A. RAI International: 40 anni, una storia. Rome: RAI, 2003. Morgia, G. La Rai del Duemila per gli italiani nel mondo: Intervista con Massimo Magliaro. 2001. Morrione, R. “Gli Italiani all’estero ‘azionisti di riferimento.’” Interview with Roberto Morrione. GRTV.it, 15 Nov. 1996. Morrione, R. Testimony of Roberto Morrione to Commitato Bicamerale per la Vigilanza RAI, 12 December 1997. Rome, 1997. 824-841. Morrione, R. Testimony of Roberto Morrione to Commitato Bicamerale per la Vigilanza RAI, 17 November 1998. Rome, 1998. 1307-1316. Morrione, R. “Tre anni memorabili.” RAI International: 40 anni, una storia. Rome: RAI, 2003. 129-137. Parks, L. Cultures in Orbit: Satellites and the Televisual. Durham, NC: Duke UP, 2005.

Introduction Mentors play a role in real life, just as they do in fiction. They also feature in reality television, which sits somewhere between the two. In fiction, mentors contribute to the narrative arc by providing guidance and assistance (Vogler 12) to a mentee in his or her life or professional pursuits. These exchanges are usually characterized by reciprocity, the need for mutual recognition (Gadamer 353) and involve some kind of moral question. They dramatise the possibilities of mentoring in reality, to provide us with a greater understanding of the world, and our human interaction within it. Reality television offers a different perspective. Like drama it uses the plot device of a mentor character to heighten the story arc, but instead of focusing on knowledge-based portrayals (Gadamer 112) of the mentor and mentee, the emphasis is instead on the mentee’s quest for ascension. In attempting to transcend their unknownness (Boorstin) contestants aim to penetrate an exclusive creative class (Florida). Populated by celebrity chefs, businessmen, entertainers, fashionistas, models, socialites and talent judges (to name a few), this class seemingly adds authenticity to ‘competitions’ and other formats. While the mentor’s role, on the surface, is to provide divine knowledge and facilitate the journey, a different agenda is evident in the ways carefully scripted (Booth) dialogue heightens the drama through effusive praise (New York Daily News) and “tactless” (Woodward), humiliating (Hirschorn; Winant 69; Woodward) and cruel sentiments. From a screen narrative point of view, this takes reality television as ‘storytelling’ (Aggarwal; Day; Hirschorn; “Reality Writer”; Rupel; Stradal) into very different territory. The contrived and later edited (Crouch; Papacharissi and Mendelson 367) communication between mentor and mentee not only renders the relationship disingenuous, it compounds the primary ethical concerns of associated Schadenfreude (Balasubramanian, Forstie and van den Scott 434; Cartwright), and the severe financial inequality (Andrejevic) underpinning a multi-billion dollar industry (Hamilton). As upward mobility and instability continue to be ubiquitously portrayed in 21st century reality entertainment under neoliberalism (Sender 4; Winant 67), it is with increasing frequency that we are seeing the systematic reinvention of the once significant cultural and historical role of the mentor. Mentor as Fictional Archetype and Communicator of ThemesDepictions of mentors can be found across the Western art canon. From the mythological characters of Telemachus’ Athena and Achilles’ Chiron, to King Arthur’s Merlin, Cinderella’s Fairy Godmother, Jim Hawkins’ Long John Silver, Frodo’s Gandalf, Batman’s Alfred and Marty McFly’s Doc Emmett Brown (among many more), the dramatic energy of the teacher, expert or supernatural aid (Vogler 39) has been timelessly powerful. Heroes, typically, engage with a mentor as part of their journey. Mentor types range extensively, from those who provide motivation, inspiration, training or gifts (Vogler), to those who may be dark or malevolent, or have fallen from grace (such as Michael Douglas’ Gordon Gekko in Wall Street 1987, or the ex-tribute Haymitch in The Hunger Games, 2012). A good drama usually complicates the relationship in some way, exploring initial reluctance from either party, or instances of tragedy (Vogler 11, 44) which may prevent the relationship achieving its potential. The intriguing twist of a fallen or malevolent mentor additionally invites the audience to morally analyze the ways the hero responds to what the mentor provides, and to question what our teachers or superiors tell us. In television particularly, long running series such as Mad Men have shown how a mentoring relationship can change over time, where “non-rational” characters (Buzzanell and D’Enbeau 707) do not necessarily maintain reciprocity or equality (703) but become subject to intimate, ambivalent and erotic aspects.As the mentor in fiction has deep cultural roots for audiences today, it is no wonder they are used, in a variety of archetypal capacities, in reality television. The dark Simon Cowell (of Pop Idol, American Idol, Britain’s Got Talent, America’s Got Talent and The X-Factor series) and the ‘villainous’ (Byrnes) Michelin-starred Marco Pierre White (Hell’s Kitchen, The Chopping Block, Marco Pierre White’s Kitchen Wars, MasterChef Australia, New Zealand, South Africa) provide reality writers with much needed antagonism (Rupel, Stradal). Those who have fallen from grace, or allowed their personal lives to play out in tabloid sagas such as Britney Spears (Marikar), or Caitlyn Jenner (Bissinger) provide different sources of conflict and intrigue. They are then counterbalanced with or repackaged as the good mentor. Examples of the nurturer who shows "compassion and empathy" include American Idol’s Paula Abdul (Marche), or the supportive Jennifer Hawkins in Next Top Model (Thompson). These distinctive characters help audiences to understand the ‘reality’ as a story (Crouch; Rupel; Stradal). But when we consider the great mentors of screen fiction, it becomes clear how reality television has changed the nature of story. The Karate Kid I (1984) and Good Will Hunting (1998) are two examples where mentoring is almost the exclusive focus, and where the experience of the characters differs greatly. In both films an initially reluctant mentor becomes deeply involved in the mentee’s project. They act as a special companion to the hero in the face of isolation, and, significantly, reveal a tragedy of their own, providing a nexus through which the mentee can access a deeper kind of truth. Not only are they flawed and ordinary people (they are not celebrities within the imagined worlds of the stories) who the mentee must challenge and learn to truly respect, they are “effecting and important” (Maslin) in reminding audiences of those hidden idiosyncrasies that open the barriers to friendship. Mentors in these stories, and many others, communicate themes of class, culture, talent, jealousy, love and loss which inform ideas about the ethical treatment of the ‘other’ (Gadamer). They ultimately prove pivotal to self worth, human confidence and growth. Very little of this thematic substance survives in reality television (see comparison of plots and contrasting modes of human engagement in the example of The Office and Dirty Jobs, Winant 70). Archetypally identifiable as they may be, mean judges and empathetic supermodels as characters are concerned mostly with the embodiment of perfection. They are flawless, untouchable and indeed most powerful when human welfare is at stake, and when the mentee before them faces isolation (see promise to a future ‘Rihanna’, X-Factor USA, Season 2, Episode 1 and Tyra Banks’ Next Top Model tirade at a contestant who had not lived up to her potential, West). If connecting with a mentor in fiction has long signified the importance of understanding of the past, of handing down tradition (Gadamer 354), and of our fascination with the elder, wiser other, then we can see a fundamental shift in narrative representation of mentors in reality television stories. In the past, as we have opened our hearts to such characters, as a facilitator to or companion of the hero, we have rehearsed a sacred respect for the knowledge and fulfillment mentors can provide. In reality television the ‘drama’ may evoke a fleeting rush of excitement at the hero’s success or failure, but the reality belies a pronounced distancing between mentor and mentee. The Creative Class: An Aspirational ParadigmThemes of ascension and potential fulfillment are also central to modern creativity discourse (Runco; Runco 672; United Nations). Seen as the driving force of the 21st century, creativity is now understood as much more than art, capable of bringing economic prosperity (United Nations) and social cohesion to its acme (United Nations xxiii). At the upper end of creative practice, is what Florida called “the creative class: a fast growing, highly educated, and well-paid segment of the workforce” (on whose expertise corporate profits depend), in industries ranging “from technology to entertainment, journalism to finance, high-end manufacturing to the arts” (Florida). Their common ethos is centered on individuality, diversity, and merit; eclipsing previous systems focused on ‘shopping’ and theme park consumerism and social conservatism (Eisinger). While doubts have since been raised about the size (Eisinger) and financial practices (Krätke 838) of the creative class (particularly in America), from an entertainment perspective at least, the class can be seen in full action. Extending to rich housewives, celebrity teen mothers and even eccentric duck hunters and swamp people, the creative class has caught up to the more traditional ‘star’ actor or music artist, and is increasingly marketable within world’s most sought after and expensive media spaces. Often reality celebrities make their mark for being the most outrageous, the cruelest (Peyser), or the weirdest (Gallagher; Peyser) personalities in the spotlight. Aspiring to the creative class thus, is a very public affair in television. Willing participants scamper for positions on shows, particularly those with long running, heavyweight titles such as Big Brother, The Bachelor, Survivor and the Idol series (Hill 35). The better known formats provide high visibility, with the opportunity to perform in front of millions around the globe (Frere-Jones, Day). Tapping into the deeply ingrained upward-mobility rhetoric of America, and of Western society, shows are aided in large part by 24-hour news, social media, the proliferation of celebrity gossip and the successful correlation between pop culture and an entertainment-style democratic ideal. As some have noted, dramatized reality is closely tied to the rise of individualization, and trans-national capitalism (Darling-Wolf 127). Its creative dynamism indeed delivers multi-lateral benefits: audiences believe the road to fame and fortune is always just within reach, consumerism thrives, and, politically, themes of liberty, egalitarianism and freedom ‘provide a cushioning comfort’ (Peyser; Pinter) from the domestic and international ills that would otherwise dispel such optimism. As the trials and tests within the reality genre heighten the seriousness of, and excitement about ascending toward the creative elite, show creators reproduce the same upward-mobility themed narrative across formats all over the world. The artifice is further supported by the festival-like (Grodin 46) symbology of the live audience, mass viewership and the online voting community, which in economic terms, speaks to the creative power of the material. Whether through careful manipulation of extra media space, ‘game strategy’, or other devices, those who break through are even more idolized for the achievement of metamorphosing into a creative hero. For the creative elite however, who wins ‘doesn’t matter much’. Vertical integration is the priority, where the process of making contestants famous is as lucrative as the profits they will earn thereafter; it’s a form of “one-stop shopping” as the makers of Idol put it according to Frere-Jones. Furthermore, as Florida’s measures and indicators suggested, the geographically mobile new creative class is driven by lifestyle values, recreation, participatory culture and diversity. Reality shows are the embodiment this idea of creativity, taking us beyond stale police procedural dramas (Hirschorn) and racially typecast family sitcoms, into a world of possibility. From a social equality perspective, while there has been a notable rise in gay and transgender visibility (Gamson) and stories about lower socio-economic groups – fast food workers and machinists for example – are told in a way they never were before, the extent to which shows actually unhinge traditional power structures is, as scholars have noted (Andrejevic and Colby 197; Schroeder) open to question. As boundaries are nonetheless crossed in the age of neoliberal creativity, the aspirational paradigm of joining a new elite in real life is as potent as ever. Reality Television’s Mentors: How to Understand Their ‘Role’Reality television narratives rely heavily on the juxtaposition between celebrity glamour and comfort, and financial instability. As mentees put it ‘all on the line’, storylines about personal suffering are hyped and molded for maximum emotional impact. In the best case scenarios mentors such as Caitlyn Jenner will help a trans mentee discover their true self by directing them in a celebrity-style photo shoot (see episode featuring Caitlyn and Zeam, Logo TV 2015). In more extreme cases the focus will be on an adopted contestant’s hopes that his birth mother will hear him sing (The X Factor USA, Season 2, Episode 11 Part 1), or on a postal clerk’s fear that elimination will mean she has to go back “to selling stamps” (The X Factor US - Season 2 Episode 11 Part 2). In the entrepreneurship format, as Woodward pointed out, it is not ‘help’ that mentees are given, but condescension. “I have to tell you, my friend, that this is the worst idea I’ve ever heard. You don’t have a clue about how to set up a business or market a product,” Woodward noted as the feedback given by one elite businessman on The Shark Tank (Woodward). “This is a five million dollar contract and I have to know that you can go the distance” (The X Factor US – Season 2 Episode 11, Part 1) Britney Spears warned to a thirteen-year-old contestant before accepting her as part of her team. In each instance the fictitious premise of being either an ‘enabler’ or destroyer of dreams is replayed and slightly adapted for ongoing consumer interest. This lack of shared experience and mutual recognition in reality television also highlights the overt, yet rarely analyzed focus on the wealth of mentors as contrasted with their unstable mentees. In the respective cases of The X Factor and I Am Cait, one of the wealthiest moguls in entertainment, Cowell, reportedly contracts mentors for up to $15 million per season (Nair); Jenner’s performance in I Am Cait was also set to significantly boost the Kardashian empire (reportedly already worth $300 million, Pavia). In both series, significant screen time has been dedicated to showing the mentors in luxurious beachside houses, where mentees may visit. Despite the important social messages embedded in Caitlyn’s story (which no doubt nourishes the Kardashian family’s generally more ersatz material), the question, from a moral point of view becomes: would these mentors still interact with that particular mentee without the money? Regardless, reality participants insist they are fulfilling their dreams when they appear. Despite the preplanning, possibility of distress (Australia Network News; Bleasby) and even suicide (Schuster), as well as the ferocity of opinion surrounding shows (Marche) the parade of a type of ‘road of trials’ (Vogler 189) is enough to keep a huge fan base interested, and hungry for their turn to experience the fortune of being touched by the creative elite; or in narrative terms, a supernatural aid. ConclusionThe key differences between reality television and artistic narrative portrayals of mentors can be found in the use of archetypes for narrative conflict and resolution, in the ways themes are explored and the ways dialogue is put to use, and in the focus on and visibility of material wealth (Frere-Jones; Peyser). These differences highlight the political, cultural and social implications of exchanging stories about potential fulfillment, for stories about ascension to the creative class. Rather than being based on genuine reciprocity, and understanding of human issues, reality shows create drama around the desperation to penetrate the inner sanctum of celebrity fame and fortune. In fiction we see themes based on becoming famous, on gender transformation, and wealth acquisition, such as in the films and series Almost Famous (2000), The Bill Silvers Show (1955-1959), Filthy Rich (1982-1983), and Tootsie (1982), but these stories at least attempt to address a moral question. Critically, in an artistic - rather than commercial context – the actors (who may play mentees) are not at risk of exploitation (Australia Network News; Bleasby; Crouch). Where actors are paid and recognized creatively for their contribution to an artistic work (Rupel), the mentee in reality television has no involvement in the ways action may be set up for maximum voyeuristic enjoyment, or manipulated to enhance scandalous and salacious content which will return show and media profits (“Reality Show Fights”; Skeggs and Wood 64). The emphasis, ironically, from a reality production point of view, is wholly on making the audience believe (Papacharissi and Mendelson 367) that the content is realistic. This perhaps gives some insight as to why themes of personal suffering and instability are increasingly evident across formats.On an ethical level, unlike the knowledge transferred through complex television plots, or in coming of age films (as cited above) about the ways tradition is handed down, and the ways true mentors provide altruistic help in human experience; in reality television we take away the knowledge that life, under neoliberalism, is most remarkable when one is handpicked to undertake a televised journey featuring their desire for upward mobility. The value of the mentoring in these cases is directly proportionate to the financial objectives of the creative elite.ReferencesAggarwal, Sirpa. “WWE, A&E Networks, and Simplynew Share Benefits of White-Label Social TV Solutions at the Social TV Summit.” Arktan 25 July 2012. 1 August 2014 <http://arktan.com/wwe-ae-networks-and-simplynew-share-benefits-of-white-label-social-tv-solutions-at-the-social-tv-summit/>. 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I can remember setting up the dish, all the excitement of assembling it [...] and then putting the motor on. And in the late afternoon, you position the dish and kind of turn it, to find the right spot, and all of a sudden on this blank television screen there was an image that came on. And it was shocking knowing that this noise and this thing would be there, and begin to infiltrate – because I see it as an infiltration, I see it as invasion – I’m not mad on television, very choosy really about what I watch – and I see it as an invasion, and there was GWN as well as the ABC. I just thought ‘by golly, I’m in the process of brain-washing people to accept stuff without thinking about it, like consciously considering either side of any case’ [...] The one thing that protected you from having it on at all times was the need to put on the generator in order to power it. I felt a bit sad actually. (Savannah Kingston, Female, 55+ – name changed – homestead respondent) This paper addresses the huge communications changes that occurred over the past fifty years in outback Western Australia. (What happened in WA also has parallels with equivalent events in the Northern Territory, Queensland, in the larger properties in western New South Wales and northern South Australia.) Although the ‘coming of television’ – associated in remote areas with using a satellite dish to scan for the incoming signal – is typically associated with a major shift in community and cultural life, the evidence suggests that the advent of the telephone had an equivalent or greater impact in remote areas. With the introduction of the telephone, the homestead family no longer had to tune into (or scan) the radio frequencies to check on predicted weather conditions, to respond to emergencies, to engage in roll call or to hold a ‘public meeting’. As the scanning of the radio frequencies ended, so the scanning of the satellite signals began. As Sandstone resident Grant Coleridge (pseudonym, male, 40-54) said, only half ironically, “We got the telephone and the telly at the same time, so civilisation sort of hit altogether actually.” The scale and importance of changes to the technological communications infrastructure in remote WA within a single life-time spans pre-2-way radio to video livestock auctions by satellite. It comes as a surprise to most Australians that these changes have occurred in the past generation. As recent viewers of the unexpectedly-successful Mongolian film The Story of the Weeping Camel (2004) would know, one of the themes of the Oscar-nominated movie is the coming of television and its impact upon a traditional rural life. The comparative availability of television outside the rural areas of Mongolia – and its attraction to, particularly, the younger family members in the Weeping Camel household – is a motif that is explored throughout the narrative, with an unspoken question about the price to be paid for including television in the cultural mix. It’s easy to construct this story as a fable about the ‘exotic other’, but the same theme was played out comparatively recently in remote Western Australia, where the domestic satellite service AUSSAT first made television an affordable option just under twenty years ago. This paper is about the people in remote Western Australia who started scanning for the satellite signal in 1986, and stopped scanning for the RFDS (Royal Flying Doctor Service) 2-way radio phone messages at about the same time. Savannah Kingston (name changed), who in 1989 generously agreed to an in-depth interview discussing the impact of satellite broadcasting upon her outback life, was a matriarch on a rural property with four grown children. She had clear views upon ways in which life had changed dramatically in the generation before the satellite allowed the scanning of the television signal. Her recollection of the weft and warp of the tapestry of life in outback WA started thirty-five years previously, with her arrival on the station as a young wife: When I went there [mid-1950s], we had a cook and we ate in the dining room. The cook and anyone who worked in the house ate in the kitchen and the men outside ate in the outside. So, with the progress of labour away from the bush, and the cost of labour becoming [prohibitive] for a lot of people, we got down to having governesses or house-girls. If the house-girls were white, they ate at the table with us and the governesses ate with us. If the house-girls were Aboriginal, they didn’t like eating with us, and they preferred to eat in the kitchen. The kids ate with them. Which wasn’t a good idea because two of my children have good manners and two of them have appalling manners. The availability of domestic help supported a culture of hospitality reminiscent of British between-the-wars country house parties, recreated in Agatha Christie novels and historically-based films such as The Remains of the Day (1993): In those early days, we still had lots of visitors [...] People visited a lot and stayed, so that you had people coming to stay for maybe two or three days, five days, a week, two weeks at a time and that required a lot of organisation. [int:] WHERE DID YOUR VISITORS COME FROM? City, or from the Eastern states, occasionally from overseas. [Int:] WOULD THEY BE RELATIVES? Sometimes relatives, friends or someone passing through who’d been, you know, someone would say ‘do visit’ and they’d say ‘they’d love to see you’. But it was lovely, it was good. It’s a way of learning what’s going on. (Savannah Kingston.) The ‘exotic other’ of the fabled hospitality of station life obscures the fact that visitors from the towns, cities and overseas were a major source of news and information in a society where radio broadcasts were unpredictable and there was no post or newspaper delivery. Visitors were supplemented by a busy calendar of social events that tied together a community of settlements in gymkhanas, cricket fixtures and golf tournaments (on a dirt course). Shifts in the communications environment – the introduction of television and telephone – followed a generation of social change witnessing the metamorphosis of the homestead from the hub of a gentrified lifestyle (with servants, governesses, polo and weekends away) to compact, efficient business-units, usually run by a skeleton staff with labour hired in at the peak times of year. Over the years between the 1960s-1980s isolation became a growing problem. Once Indigenous people won the fight for award-rate wages their (essentially) unpaid labour could no longer support the lifestyle of the station owners and the absence of support staff constrained opportunities for socialising off the property, and entertaining on it, and the communication environment became progressively poorer. Life on the homestead was conceived of as being more fragile than that in the city, and more economically vulnerable to a poor harvest or calamities such as wildfire. The differences wrought by the introduction of newer communication technologies were acknowledged by those in the country, but there was a clear resistance to city-dwellers constructing the changes as an attack upon the romance of the outback lifestyle. When the then Communications Minister Tony Staley suggested in 1979 that a satellite could help “dispel the distance – mental as well as geographical – between urban and regional dwellers, between the haves and the have-nots in a communication society”, he was buying into a discourse of rural life which effectively disempowered those who lived in rural and remote areas. He was also ignoring the reality of a situation where the Australian outback was provided with satellite communication a decade after it was made available to Canadians, and where the king-maker in the story – Kerry Packer – stood to reap a financial windfall. There was a mythological dimension to Australia (finally) having a domestic satellite. Cameron Hazelhurst’s article on ‘The Dawn of the Satellite Era in Australia’ includes a colourful account of Kerry Packer’s explanation to Prime Minister Malcolm Fraser of the capacity of domestic satellites to bring television, radio and telephone services to isolated communities in arctic Canada: And I [Packer] went and saw the Prime Minister and I explained to him my understanding of what was happening in those areas, and to his undying credit he grasped on to it immediately and said ‘Of course, it’s what we want. It’s exactly the sort of thing we need to stop the drift of people into urban areas. We can keep them informed. We can allow them to participate in whatever’s happening around the nation (Day 7, cited in Hazelhurst). Fraser here, as someone with experience of running a rural property in Victoria, propounds a pro-country rhetoric as a rationale for deployment of the satellite in terms of the Australian national policy agenda. (The desire of Packer to network his television stations and couple efficiency with reach is not addressed in this mythological reconstruction.) It is difficult, sometimes, to appreciate the level of isolation experienced on outback properties at the time. As Bryan Docker (male, 40-54), a resident of Broome at the time of the interviews, commented, “Telegrams, in those days, were the life-blood of the stations, through the Flying Doctor Service. But at certain times of the year the sun spots would interfere with the microwave links and we were still on morse from Broome to Derby during those periods.” Without reliable shortwave radio; with no television, newspapers or telephone; and with the demands of keeping the RFDS (Royal Flying Doctor Service) 2-way radio channel open for emergencies visitors were one of the ways in which station-dwellers could maintain an awareness of current events. Even at the time of the interviews, after the start of satellite broadcasting, I never travelled to an outback property without taking recent papers and offering to pick up post. (Many of the stations were over an hour’s journey from their nearest post office.) The RFDS 2-way radio service offered a social-lifeline as well as an emergency communication system: [Int:] DO YOU MISS THE ROYAL FLYING DOCTOR SERVICE AT ALL? Yes, I do actually. It’s – I think it’s probably more lonely now because you used to switch it on and – you know if you’re here on your own like I am a lot – and you’d hear voices talking, and you used to know what everybody was doing – sort of all their dramas and all their [...] Now you don’t know anything that’s going on and unless somebody rings you, you don’t have that communication, where before you used to just hop over to another channel and have a chat [...] I think it is lonelier on the telephone because it costs so much to ring up. (Felicity Rohrer, female, 40-54, homestead.) Coupled with the lack of privacy of 2-way radio communication, and the lack of broadcasting, was the particular dynamic of a traditional station family. Schooled at home, and integrated within their homestead lifestyle, station children spent most of their formative years in the company of one or other of their parents (or, in previous decades, the station staff). This all changed at secondary school age when the children of station-owners and managers tended to be sent away to boarding school in the city. Exposure of the next generation to the ways of city life was seen as a necessary background to future business competence, but the transitions from ‘all’ to ‘next-to-nothing’ in terms of children’s integration within family life had a huge socio-emotional cost which was aggravated, until the introduction of the phone service, by the lack of private communication channels. Public Relations and news theory talk about the importance of the ‘environmental scan’ to understand how current events are going to impact upon a business and a family: for many years in outback Australia the environmental scan occurred when families got together (typically in the social and sporting rounds), on the RFDS radio broadcasts and ‘meetings’, in infrequent visits to the closest towns and through the giving and receiving of hospitality. Felicity Rohrer, who commented (above) about how she missed the RFDS had noted earlier in her interview: “It’s made a big difference, telephone. That was the most isolating thing, especially when your children were away at school or your parents are getting older [...] That was the worst thing, not having a phone.” Further, in terms of the economics of running a property, Troy Bowen (male, 25-39, homestead respondent) noted that the phone had made commercial life much easier: I can carry out business on the phone without anyone else hearing [...] On the radio you can’t do it, you more or less have to say ‘well, have you got it – over’. ‘Yeah – over’. ‘Well, I’ll take it – over’. That’s all you can do [...] Say if I was chasing something [...] the cheapest I might get it down to might be [...] $900. Well I can go to the next bloke and I can tell him I got it down to $850. If you can’t do any better than that, you miss out. ‘oh, yes, alright $849, that’s the best I can do.’ So I’ll say ‘alright, I’ll take it’. But how can you do that on the radio and say that your best quote is [$850] when the whole district knows that ‘no, it isn’t’. You can’t very well do it, can you? This dynamic occurs because, for many homestead families prior to the telephone, the RFDS broadcasts were continuously monitored by the women of the station as a way of keeping a finger on the pulse of the community. Even – sometimes, especially – when they were not part of the on-air conversation, the broadcast could be received for as far as reception was possible. The introduction of the phone led to a new level of privacy, particularly appreciated by parents who had children away at school, but also introduced new problems. Fran Coleridge, (female, 40-54, Sandstone) predicted that: The phone will lead to isolation. There’s an old lady down here, she’s about 80, and she housekeeps for her brother and she’s still wearing – her mother died 50 years ago – but she’s still wearing her clothes. She is so encapsulated in her life. And she used to have her [RFDS] transceiver. Any time, Myrtle would know anything that’s going on. Anything. Birthday party at [local station], she’d know about it. She knew everything. Because she used to have the transceiver on all the time. And now there’s hardly any people on, and she’s a poor little old lonely lady that doesn’t hear anything now. Can you see that? Given the nuances of the introduction of the telephone (and the loss of the RFDS 2-way), what was the perceived impact of satellite broadcasting? Savannah Kingston again: Where previously we might have sat around the table and talked about things – at least the kids and I would – with television there is now more of a habit of coming in, showering and changing for dinner, putting on the motor and the men go and sit in front of the television during [...] six o’clock onwards, news programs and whatnot and um, I find myself still in the kitchen, getting the meal and then whoever was going to eat it, wanting to watch whatever was on the television. So it changed quite appreciably. Felicity Rohrer agrees: [Int:] DO YOU THINK THERE HAVE BEEN CHANGES IN THE TIME THAT YOU SPEND WITH EACH OTHER? Yes, I think so. They [the homestead household] come home and they – we all sit down here and look at the news and have a drink before tea whereas people used to be off doing their own tea. [Int] SO YOU THINK IT’S INCREASED THE AMOUNT OF TIME YOU SPEND TOGETHER? Yes, I think so – well, as a family. They all try and be home by 6 to see the [GWN] news. If they miss that, we look at the 7 o’clock [ABC], but they like the Golden West because it’s got country news in it. But the realities of everyday life, as experienced in domestic contexts, are sometimes ignored by commentators and analysts, except insofar as they are raised by interviewees. Thus the advent of the satellite might have made Savannah Kingston feel “a bit sad actually”, but it had its compensations: It was definitely a bit of a peace-maker. It sort of meant there wasn’t the stress that we had previously when going through [...] at least people sitting and watching something, you’re not so likely to get into arguments or [...] It definitely had value there. In fact, when I think about it, that might be one of its major applications, ’cos a lot of men in the bush tend to come in – if they drink to excess they start drinking in the evening, and that can make for very uncomfortable company. For film-makers like the Weeping Camel crew – and for audiences and readers of historical accounts of life in outback Australia – the changes heralded by the end of scanning the RFDS channels, and the start of scanning for satellite channels, may seem like the end of an era. In some ways the rhythms of broadcasting helped to homogenise life in the country with life in the city. For many families in remote homes, as well as the metropolis, the evening news became a cue for the domestic rituals of ‘after work’. A superficial evaluation of communications changes might lead to a consideration of how some areas of life were threatened by improved broadcasting, while others were strengthened, and how some of the uniqueness of a lifestyle had been compromised by an absorption into the communication patterns of urban life. It is unwise for commentators to construct the pre-television past as an uncomplicated romantic prior-time, however. Interviews with those who live such changes as their reality become a more revealing indicator of the nuances and complexities of communications environments than a quick scan from the perspective of the city-dweller. References Day, C. “Packer: The Man and the Message.” The Video Age (February 1983): 7 (cited in Hazelhurst). Hazelhurst, Cameron. “The Dawn of the Satellite Era.” Media Information Australia 58 (November 1990): 9-22. Staley, Tony. Commonwealth Parliamentary Debates. Canberra: House of Representatives Hansard (18 October 1979): 2225, 2228-9. The Remains of the Day. 1993. The Story of the Weeping Camel. Thinkfilm and National Geographic, 2004. Citation reference for this article MLA Style Green, Lelia. "Scanning the Satellite Signal in Remote Western Australia." M/C Journal 8.4 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0508/01-green.php>. APA Style Green, L. (Aug. 2005) "Scanning the Satellite Signal in Remote Western Australia," M/C Journal, 8(4). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0508/01-green.php>.

Introduction This article is a study in anxiety with regard to social online spaces (SOS) conceived of as dark. There are two possible ways to define ‘dark’ in this context. The first is that communication is dark because it either has limited distribution, is not open to all users (closed groups are a case example) or hidden. The second definition, linked as a result of the first, is the way that communication via these means is interpreted and understood. Dark social spaces disrupt the accepted top-down flow by the ‘gazing elite’ (data aggregators including social media), but anxious users might need to strain to notice what is out there, and this in turn destabilises one’s reception of the scene. In an environment where surveillance technologies are proliferating, this article examines contemporary, dark, interconnected, and interactive communications for the entangled affordances that might be brought to bear. A provocation is that resistance through counterveillance or “sousveillance” is one possibility. An alternative (or addition) is retreating to or building ‘dark’ spaces that are less surveilled and (perhaps counterintuitively) less fearful. This article considers critically the notion of dark social online spaces via four broad socio-technical concerns connected to the big social media services that have helped increase a tendency for fearful anxiety produced by surveillance and the perceived implications for personal privacy. It also shines light on the aspect of darkness where some users are spurred to actively seek alternative, dark social online spaces. Since the 1970s, public-key cryptosystems typically preserved security for websites, emails, and sensitive health, government, and military data, but this is now reduced (Williams). We have seen such systems exploited via cyberattacks and misappropriated data acquired by affiliations such as Facebook-Cambridge Analytica for targeted political advertising during the 2016 US elections. Via the notion of “parasitic strategies”, such events can be described as news/information hacks “whose attack vectors target a system’s weak points with the help of specific strategies” (von Nordheim and Kleinen-von Königslöw, 88). In accord with Wilson and Serisier’s arguments (178), emerging technologies facilitate rapid data sharing, collection, storage, and processing wherein subsequent “outcomes are unpredictable”. This would also include the effect of acquiescence. In regard to our digital devices, for some, being watched overtly—through cameras encased in toys, computers, and closed-circuit television (CCTV) to digital street ads that determine the resonance of human emotions in public places including bus stops, malls, and train stations—is becoming normalised (McStay, Emotional AI). It might appear that consumers immersed within this Internet of Things (IoT) are themselves comfortable interacting with devices that record sound and capture images for easy analysis and distribution across the communications networks. A counter-claim is that mainstream social media corporations have cultivated a sense of digital resignation “produced when people desire to control the information digital entities have about them but feel unable to do so” (Draper and Turow, 1824). Careful consumers’ trust in mainstream media is waning, with readers observing a strong presence of big media players in the industry and are carefully picking their publications and public intellectuals to follow (Mahmood, 6). A number now also avoid the mainstream internet in favour of alternate dark sites. This is done by users with “varying backgrounds, motivations and participation behaviours that may be idiosyncratic (as they are rooted in the respective person’s biography and circumstance)” (Quandt, 42). By way of connection with dark internet studies via Biddle et al. (1; see also Lasica), the “darknet” is a collection of networks and technologies used to share digital content … not a separate physical network but an application and protocol layer riding on existing networks. Examples of darknets are peer-to-peer file sharing, CD and DVD copying, and key or password sharing on email and newsgroups. As we note from the quote above, the “dark web” uses existing public and private networks that facilitate communication via the Internet. Gehl (1220; see also Gehl and McKelvey) has detailed that this includes “hidden sites that end in ‘.onion’ or ‘.i2p’ or other Top-Level Domain names only available through modified browsers or special software. Accessing I2P sites requires a special routing program ... . Accessing .onion sites requires Tor [The Onion Router]”. For some, this gives rise to social anxiety, read here as stemming from that which is not known, and an exaggerated sense of danger, which makes fight or flight seem the only options. This is often justified or exacerbated by the changing media and communication landscape and depicted in popular documentaries such as The Social Dilemma or The Great Hack, which affect public opinion on the unknown aspects of internet spaces and the uses of personal data. The question for this article remains whether the fear of the dark is justified. Consider that most often one will choose to make one’s intimate bedroom space dark in order to have a good night’s rest. We might pleasurably escape into a cinema’s darkness for the stories told therein, or walk along a beach at night enjoying unseen breezes. Most do not avoid these experiences, choosing to actively seek them out. Drawing this thread, then, is the case made here that agency can also be found in the dark by resisting socio-political structural harms. 1. Digital Futures and Anxiety of the Dark Fear of the darkI have a constant fear that something's always nearFear of the darkFear of the darkI have a phobia that someone's always there In the lyrics to the song “Fear of the Dark” (1992) by British heavy metal group Iron Maiden is a sense that that which is unknown and unseen causes fear and anxiety. Holding a fear of the dark is not unusual and varies in degree for adults as it does for children (Fellous and Arbib). Such anxiety connected to the dark does not always concern darkness itself. It can also be a concern for the possible or imagined dangers that are concealed by the darkness itself as a result of cognitive-emotional interactions (McDonald, 16). Extending this claim is this article’s non-binary assertion that while for some technology and what it can do is frequently misunderstood and shunned as a result, for others who embrace the possibilities and actively take it on it is learning by attentively partaking. Mistakes, solecism, and frustrations are part of the process. Such conceptual theorising falls along a continuum of thinking. Global interconnectivity of communications networks has certainly led to consequent concerns (Turkle Alone Together). Much focus for anxiety has been on the impact upon social and individual inner lives, levels of media concentration, and power over and commercialisation of the internet. Of specific note is that increasing commercial media influence—such as Facebook and its acquisition of WhatsApp, Oculus VR, Instagram, CRTL-labs (translating movements and neural impulses into digital signals), LiveRail (video advertising technology), Chainspace (Blockchain)—regularly changes the overall dynamics of the online environment (Turow and Kavanaugh). This provocation was born out recently when Facebook disrupted the delivery of news to Australian audiences via its service. Mainstream social online spaces (SOS) are platforms which provide more than the delivery of media alone and have been conceptualised predominantly in a binary light. On the one hand, they can be depicted as tools for the common good of society through notional widespread access and as places for civic participation and discussion, identity expression, education, and community formation (Turkle; Bruns; Cinque and Brown; Jenkins). This end of the continuum of thinking about SOS seems set hard against the view that SOS are operating as businesses with strategies that manipulate consumers to generate revenue through advertising, data, venture capital for advanced research and development, and company profit, on the other hand. In between the two polar ends of this continuum are the range of other possibilities, the shades of grey, that add contemporary nuance to understanding SOS in regard to what they facilitate, what the various implications might be, and for whom. By way of a brief summary, anxiety of the dark is steeped in the practices of privacy-invasive social media giants such as Facebook and its ancillary companies. Second are the advertising technology companies, surveillance contractors, and intelligence agencies that collect and monitor our actions and related data; as well as the increased ease of use and interoperability brought about by Web 2.0 that has seen a disconnection between technological infrastructure and social connection that acts to limit user permissions and online affordances. Third are concerns for the negative effects associated with depressed mental health and wellbeing caused by “psychologically damaging social networks”, through sleep loss, anxiety, poor body image, real world relationships, and the fear of missing out (FOMO; Royal Society for Public Health (UK) and the Young Health Movement). Here the harms are both individual and societal. Fourth is the intended acceleration toward post-quantum IoT (Fernández-Caramés), as quantum computing’s digital components are continually being miniaturised. This is coupled with advances in electrical battery capacity and interconnected telecommunications infrastructures. The result of such is that the ontogenetic capacity of the powerfully advanced network/s affords supralevel surveillance. What this means is that through devices and the services that they provide, individuals’ data is commodified (Neff and Nafus; Nissenbaum and Patterson). Personal data is enmeshed in ‘things’ requiring that the decisions that are both overt, subtle, and/or hidden (dark) are scrutinised for the various ways they shape social norms and create consequences for public discourse, cultural production, and the fabric of society (Gillespie). Data and personal information are retrievable from devices, sharable in SOS, and potentially exposed across networks. For these reasons, some have chosen to go dark by being “off the grid”, judiciously selecting their means of communications and their ‘friends’ carefully. 2. Is There Room for Privacy Any More When Everyone in SOS Is Watching? An interesting turn comes through counterarguments against overarching institutional surveillance that underscore the uses of technologies to watch the watchers. This involves a practice of counter-surveillance whereby technologies are tools of resistance to go ‘dark’ and are used by political activists in protest situations for both communication and avoiding surveillance. This is not new and has long existed in an increasingly dispersed media landscape (Cinque, Changing Media Landscapes). For example, counter-surveillance video footage has been accessed and made available via live-streaming channels, with commentary in SOS augmenting networking possibilities for niche interest groups or micropublics (Wilson and Serisier, 178). A further example is the Wordpress site Fitwatch, appealing for an end to what the site claims are issues associated with police surveillance (fitwatch.org.uk and endpolicesurveillance.wordpress.com). Users of these sites are called to post police officers’ identity numbers and photographs in an attempt to identify “cops” that might act to “misuse” UK Anti-terrorism legislation against activists during legitimate protests. Others that might be interested in doing their own “monitoring” are invited to reach out to identified personal email addresses or other private (dark) messaging software and application services such as Telegram (freeware and cross-platform). In their work on surveillance, Mann and Ferenbok (18) propose that there is an increase in “complex constructs between power and the practices of seeing, looking, and watching/sensing in a networked culture mediated by mobile/portable/wearable computing devices and technologies”. By way of critical definition, Mann and Ferenbok (25) clarify that “where the viewer is in a position of power over the subject, this is considered surveillance, but where the viewer is in a lower position of power, this is considered sousveillance”. It is the aspect of sousveillance that is empowering to those using dark SOS. One might consider that not all surveillance is “bad” nor institutionalised. It is neither overtly nor formally regulated—as yet. Like most technologies, many of the surveillant technologies are value-neutral until applied towards specific uses, according to Mann and Ferenbok (18). But this is part of the ‘grey area’ for understanding the impact of dark SOS in regard to which actors or what nations are developing tools for surveillance, where access and control lies, and with what effects into the future. 3. Big Brother Watches, So What Are the Alternatives: Whither the Gazing Elite in Dark SOS? By way of conceptual genealogy, consideration of contemporary perceptions of surveillance in a visually networked society (Cinque, Changing Media Landscapes) might be usefully explored through a revisitation of Jeremy Bentham’s panopticon, applied here as a metaphor for contemporary surveillance. Arguably, this is a foundational theoretical model for integrated methods of social control (Foucault, Surveiller et Punir, 192-211), realised in the “panopticon” (prison) in 1787 by Jeremy Bentham (Bentham and Božovič, 29-95) during a period of social reformation aimed at the improvement of the individual. Like the power for social control over the incarcerated in a panopticon, police power, in order that it be effectively exercised, “had to be given the instrument of permanent, exhaustive, omnipresent surveillance, capable of making all visible … like a faceless gaze that transformed the whole social body into a field of perception” (Foucault, Surveiller et Punir, 213–4). In grappling with the impact of SOS for the individual and the collective in post-digital times, we can trace out these early ruminations on the complex documentary organisation through state-controlled apparatuses (such as inspectors and paid observers including “secret agents”) via Foucault (Surveiller et Punir, 214; Subject and Power, 326-7) for comparison to commercial operators like Facebook. Today, artificial intelligence (AI), facial recognition technology (FRT), and closed-circuit television (CCTV) for video surveillance are used for social control of appropriate behaviours. Exemplified by governments and the private sector is the use of combined technologies to maintain social order, from ensuring citizens cross the street only on green lights, to putting rubbish in the correct recycling bin or be publicly shamed, to making cashless payments in stores. The actions see advantages for individual and collective safety, sustainability, and convenience, but also register forms of behaviour and attitudes with predictive capacities. This gives rise to suspicions about a permanent account of individuals’ behaviour over time. Returning to Foucault (Surveiller et Punir, 135), the impact of this finds a dissociation of power from the individual, whereby they become unwittingly impelled into pre-existing social structures, leading to a ‘normalisation’ and acceptance of such systems. If we are talking about the dark, anxiety is key for a Ministry of SOS. Following Foucault again (Subject and Power, 326-7), there is the potential for a crawling, creeping governance that was once distinct but is itself increasingly hidden and growing. A blanket call for some form of ongoing scrutiny of such proliferating powers might be warranted, but with it comes regulation that, while offering certain rights and protections, is not without consequences. For their part, a number of SOS platforms had little to no moderation for explicit content prior to December 2018, and in terms of power, notwithstanding important anxiety connected to arguments that children and the vulnerable need protections from those that would seek to take advantage, this was a crucial aspect of community building and self-expression that resulted in this freedom of expression. In unearthing the extent that individuals are empowered arising from the capacity to post sexual self-images, Tiidenberg ("Bringing Sexy Back") considered that through dark SOS (read here as unregulated) some users could work in opposition to the mainstream consumer culture that provides select and limited representations of bodies and their sexualities. This links directly to Mondin’s exploration of the abundance of queer and feminist pornography on dark SOS as a “counterpolitics of visibility” (288). This work resulted in a reasoned claim that the technological structure of dark SOS created a highly political and affective social space that users valued. What also needs to be underscored is that many users also believed that such a space could not be replicated on other mainstream SOS because of the differences in architecture and social norms. Cho (47) worked with this theory to claim that dark SOS are modern-day examples in a history of queer individuals having to rely on “underground economies of expression and relation”. Discussions such as these complicate what dark SOS might now become in the face of ‘adult’ content moderation and emerging tracking technologies to close sites or locate individuals that transgress social norms. Further, broader questions are raised about how content moderation fits in with the public space conceptualisations of SOS more generally. Increasingly, “there is an app for that” where being able to identify the poster of an image or an author of an unknown text is seen as crucial. While there is presently no standard approach, models for combining instance-based and profile-based features such as SVM for determining authorship attribution are in development, with the result that potentially far less content will remain hidden in the future (Bacciu et al.). 4. There’s Nothing New under the Sun (Ecclesiastes 1:9) For some, “[the] high hopes regarding the positive impact of the Internet and digital participation in civic society have faded” (Schwarzenegger, 99). My participant observation over some years in various SOS, however, finds that critical concern has always existed. Views move along the spectrum of thinking from deep scepticisms (Stoll, Silicon Snake Oil) to wondrous techo-utopian promises (Negroponte, Being Digital). Indeed, concerns about the (then) new technologies of wireless broadcasting can be compared with today’s anxiety over the possible effects of the internet and SOS. Inglis (7) recalls, here, too, were fears that humanity was tampering with some dangerous force; might wireless wave be causing thunderstorms, droughts, floods? Sterility or strokes? Such anxieties soon evaporated; but a sense of mystery might stay longer with evangelists for broadcasting than with a laity who soon took wireless for granted and settled down to enjoy the products of a process they need not understand. As the analogy above makes clear, just as audiences came to use ‘the wireless’ and later the internet regularly, it is reasonable to argue that dark SOS will also gain widespread understanding and find greater acceptance. Dark social spaces are simply the recent development of internet connectivity and communication more broadly. The dark SOS afford choice to be connected beyond mainstream offerings, which some users avoid for their perceived manipulation of content and user both. As part of the wider array of dark web services, the resilience of dark social spaces is reinforced by the proliferation of users as opposed to decentralised replication. Virtual Private Networks (VPNs) can be used for anonymity in parallel to TOR access, but they guarantee only anonymity to the client. A VPN cannot guarantee anonymity to the server or the internet service provider (ISP). While users may use pseudonyms rather than actual names as seen on Facebook and other SOS, users continue to take to the virtual spaces they inhabit their off-line, ‘real’ foibles, problems, and idiosyncrasies (Chenault). To varying degrees, however, people also take their best intentions to their interactions in the dark. The hyper-efficient tools now deployed can intensify this, which is the great advantage attracting some users. In balance, however, in regard to online information access and dissemination, critical examination of what is in the public’s interest, and whether content should be regulated or controlled versus allowing a free flow of information where users self-regulate their online behaviour, is fraught. O’Loughlin (604) was one of the first to claim that there will be voluntary loss through negative liberty or freedom from (freedom from unwanted information or influence) and an increase in positive liberty or freedom to (freedom to read or say anything); hence, freedom from surveillance and interference is a kind of negative liberty, consistent with both libertarianism and liberalism. Conclusion The early adopters of initial iterations of SOS were hopeful and liberal (utopian) in their beliefs about universality and ‘free’ spaces of open communication between like-minded others. This was a way of virtual networking using a visual motivation (led by images, text, and sounds) for consequent interaction with others (Cinque, Visual Networking). The structural transformation of the public sphere in a Habermasian sense—and now found in SOS and their darker, hidden or closed social spaces that might ensure a counterbalance to the power of those with influence—towards all having equal access to platforms for presenting their views, and doing so respectfully, is as ever problematised. Broadly, this is no more so, however, than for mainstream SOS or for communicating in the world. References Bacciu, Andrea, Massimo La Morgia, Alessandro Mei, Eugenio Nerio Nemmi, Valerio Neri, and Julinda Stefa. “Cross-Domain Authorship Attribution Combining Instance Based and Profile-Based Features.” CLEF (Working Notes). Lugano, Switzerland, 9-12 Sep. 2019. Bentham, Jeremy, and Miran Božovič. The Panopticon Writings. London: Verso Trade, 1995. 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Introduction The recent AOL/Time-Warner merger invites us to re-think the relationships amongst content producers, distributors, and audiences. Worth an estimated $300 billion (US), the largest Internet transaction of all time, the deal is 45 times larger than the AOL/Netscape merger of November 1998 (Ledbetter). Additionally, the Time Warner/EMI merger, which followed hard on the heels of the AOL/Time-Warner deal and is itself worth $28 billion (US), created the largest content rights organisation in the music industry. The joining of the Internet giant (AOL) with what was already the world's largest media corporation (Time-Warner-EMI) has inspired some exuberant reactions. An Infoworld column proclaimed: The AOL/Time-Warner merger signals the demise of traditional media companies and the ascendancy of 'new economy' media companies that will force any industry hesitant to adopt a complete electronic-commerce strategy to rethink and put itself on Internet time. (Saap & Schwarrtz) This comment identifies the distribution channel as the dominant component of the "new economy" media. But this might not really be much of an innovation. Indeed, the assumption of all industry observers is that Time-Warner will provide broadband distribution (through its extensive cable holdings) as well as proprietary content for AOL. It is also expected that Time-Warner will adopt AOL's strategy of seeking sponsorship for development projects as well as for content. However, both of these phenomena -- merger and sponsorship -- are at least as old as radio. It seems that the Internet is merely repeating an old industrial strategy. Nonetheless, one important difference distinguishes the Internet from earlier media: its characterisation of the audience. Internet companies such as AOL and Microsoft tend towards a simple and simplistic media- centred view of the audience as market. I will show, however, that as the Internet assumes more of the traditional mass media functions, it will be forced to adopt a more sophisticated notion of the mass audience. Indeed, the Internet is currently the site in which audience definitions borrowed from broadcasting are encountering and merging with definitions borrowed from marketing. The Internet apparently lends itself to both models. As a result, definitions of what the Internet does or is, and of how we should understand the audience, are suitably confused and opaque. And the behaviour of big Internet players, such as AOL and MSN, perfectly reflects this confusion as they seem to careen between a view of the Internet as the new television and a contrasting view of the Internet as the new shopping mall. Meanwhile, Internet users move in ways that most observers fail to capture. For example, Baran and Davis characterise mass communication as a process involving (1) an organized sender, (2) engaged in the distribution of messages, (3) directed toward a large audience. They argue that broadcasting fits this model whereas a LISTSERV does not because, even though the LISTSERV may have very many subscribers, its content is filtered through a single person or Webmaster. But why is the Webmaster suddenly more determining than a network programmer or magazine editor? The distinction seems to grow out of the Internet's technological characteristics: it is an interactive pipeline, therefore its use necessarily excludes the possibility of "broadcasting" which in turn causes us to reject "traditional" notions of the audience. However, if a media organisation were to establish an AOL discussion group in order to promote Warner TV shows, for example, would not the resulting communication suddenly fall under the definition as set out by Baran and Davis? It was precisely the confusion around such definitions that caused the CRTC (Canada's broadcasting and telecommunications regulator) to hold hearings in 1999 to determine what kind of medium the Internet is. Unlike traditional broadcasting, Internet communication does indeed include the possibility of interactivity and niche communities. In this sense, it is closer to narrowcasting than to broadcasting even while maintaining the possibility of broadcasting. Hence, the nature of the audience using the Internet quickly becomes muddy. While such muddiness might have led us to sharpen our definitions of the audience, it seems instead to have led many to focus on the medium itself. For example, Morris & Ogan define the Internet as a mass medium because it addresses a mass audience mediated through technology (Morris & Ogan 39). They divide producers and audiences on the Internet into four groups: One-to-one asynchronous communication (e-mail); Many-to-many asynchronous communication (Usenet and News Groups); One-to-one, one-to-few, and one-to-many synchronous communication (topic groups, construction of an object, role-playing games, IRC chats, chat rooms); Asynchronous communication (searches, many-to-one, one-to-one, one to- many, source-receiver relations (Morris & Ogan 42-3) Thus, some Internet communication qualifies as mass communication while some does not. However, the focus remains firmly anchored on either the sender or the medium because the receiver --the audience -- is apparently too slippery to define. When definitions do address the content distributed over the Net, they make a distinction between passive reception and interactive participation. As the World Wide Web makes pre-packaged content the norm, the Internet increasingly resembles a traditional mass medium. Timothy Roscoe argues that the main focus of the World Wide Web is not the production of content (and, hence, the fulfilment of the Internet's democratic potential) but rather the presentation of already produced material: "the dominant activity in relation to the Web is not producing your own content but surfing for content" (Rosco 680). He concludes that if the emphasis is on viewing material, the Internet will become a medium similar to television. Within media studies, several models of the audience compete for dominance in the "new media" economy. Denis McQuail recalls how historically, the electronic media furthered the view of the audience as a "public". The audience was an aggregate of common interests. With broadcasting, the electronic audience was delocalised and socially decomposed (McQuail, Mass 212). According to McQuail, it was not a great step to move from understanding the audience as a dispersed "public" to thinking about the audience as itself a market, both for products and as a commodity to be sold to advertisers. McQuail defines this conception of the audience as an "aggregate of potential customers with a known social- economic profile at which a medium or message is directed" (McQuail, Mass 221). Oddly though, in light of the emancipatory claims made for the Internet, this is precisely the dominant view of the audience in the "new media economy". Media Audience as Market How does the marketing model characterise the relationship between audience and producer? According to McQuail, the marketing model links sender and receiver in a cash transaction between producer and consumer rather than in a communicative relationship between equal interlocutors. Such a model ignores the relationships amongst consumers. Indeed, neither the effectiveness of the communication nor the quality of the communicative experience matters. This model, explicitly calculating and implicitly manipulative, is characteristically a "view from the media" (McQuail, Audience 9). Some scholars, when discussing new media, no longer even refer to audiences. They speak of users or consumers (Pavick & Dennis). The logic of the marketing model lies in the changing revenue base for media industries. Advertising-supported media revenues have been dropping since the early 1990s while user-supported media such as cable, satellite, online services, and pay-per-view, have been steadily growing (Pavlik & Dennis 19). In the Internet-based media landscape, the audience is a revenue stream and a source of consumer information. As Bill Gates says, it is all about "eyeballs". In keeping with this view, AOL hopes to attract consumers with its "one-stop shopping and billing". And Internet providers such as MSN do not even consider their subscribers as "audiences". Instead, they work from a consumer model derived from the computer software industry: individuals make purchases without the seller providing content or thematising the likely use of the software. The analogy extends well beyond the transactional moment. The common practice of prototyping products and beta-testing software requires the participation of potential customers in the product development cycle not as a potential audience sharing meanings but as recalcitrant individuals able to uncover bugs. Hence, media companies like MTV now use the Internet as a source of sophisticated demographic research. Recently, MTV Asia established a Website as a marketing tool to collect preferences and audience profiles (Slater 50). The MTV audience is now part of the product development cycle. Another method for getting information involves the "cookie" file that automatically provides a Website with information about the user who logs on to a site (Pavick & Dennis). Simultaneously, though, both Microsoft and AOL have consciously shifted from user-subscription revenues to advertising in an effort to make online services more like television (Gomery; Darlin). For example, AOL has long tried to produce content through its own studios to generate sufficiently heavy traffic on its Internet service in order to garner profitable advertising fees (Young). However, AOL and Microsoft have had little success in providing content (Krantz; Manes). In fact, faced with the AOL/Time-Warner merger, Microsoft declared that it was in the software rather than the content business (Trott). In short, they are caught between a broadcasting model and a consumer model and their behaviour is characteristically erratic. Similarly, media companies such as Time-Warner have failed to establish their own portals. Indeed, Time-Warner even abandoned attempts to create large Websites to compete with other Internet services when it shut down its Pathfinder site (Egan). Instead it refocussed its Websites so as to blur the line between pitching products and covering them (Reid; Lyons). Since one strategy for gaining large audiences is the creation of portals - - large Websites that keep surfers within the confines of a single company's site by providing content -- this is the logic behind the AOL/Time-Warner merger though both companies have clearly been unsuccessful at precisely such attempts. AOL seems to hope that Time- Warner will act as its content specialist, providing the type of compelling material that will make users want to use AOL, whereas Time- Warner seems to hope that AOL will become its privileged pipeline to the hearts and minds of untold millions. Neither has a coherent view of the audience, how it behaves, or should behave. Consequently, their efforts have a distinctly "unmanaged" and slighly inexplicable air to them, as though everyone were simultaneously hopeful and clueless. While one might argue that the stage is set to capitalise on the audience as commodity, there are indications that the success of such an approach is far from guaranteed. First, the AOL/Time-Warner/EMI transaction, merely by existing, has sparked conflicts over proprietary rights. For example, the Recording Industry Association of America, representing Sony, Universal, BMG, Warner and EMI, recently launched a $6.8 billion lawsuit against MP3.com -- an AOL subsidiary -- for alleged copyright violations. Specifically, MP3.com is being sued for selling digitized music over the Internet without paying royalties to the record companies (Anderson). A similar lawsuit has recently been launched over the issue of re- broadcasting television programs over the Internet. The major US networks have joined together against Canadian Internet company iCravetv for the unlawful distribution of content. Both the iCravetv and the MP3.com cases show how dominant media players can marshal their forces to protect proprietary rights in both content and distribution. Since software and media industries have failed to recreate the Internet in the image of traditional broadcasting, the merger of the dominant players in each industry makes sense. However, their simultaneous failure to secure proprietary rights reflects both the competitive nature of the "new media economy" and the weakness of the marketing view of the audience. Media Audience as Public It is often said that communication produces social cohesion. From such cohesion communities emerge on which political or social orders can be constructed. The power of social cohesion and attachment to group symbols can even create a sense of belonging to a "people" or nation (Deutsch). Sociologist Daniel Bell described how the mass media helped create an American culture simply by addressing a large enough audience. He suggested that on the evening of 7 March 1955, when one out of every two Americans could see Mary Martin as Peter Pan on television, a kind of social revolution occurred and a new American public was born. "It was the first time in history that a single individual was seen and heard at the same time by such a broad public" (Bell, quoted in Mattelart 72). One could easily substitute the 1953 World Series or the birth of little Ricky on I Love Lucy. The desire to document such a process recurs with the Internet. Internet communities are based on the assumption that a common experience "creates" group cohesion (Rheingold; Jones). However, as a mass medium, the Internet has yet to find its originary moment, that event to which all could credibly point as the birth of something genuine and meaningful. A recent contender was the appearance of Paul McCartney at the refurbished Cavern Club in Liverpool. On Tuesday, 14 December 1999, McCartney played to a packed club of 300 fans, while another 150,000 watched on an outdoor screen nearby. MSN arranged to broadcast the concert live over the Internet. It advertised an anticipated global audience of 500 million. Unfortunately, there was such heavy Internet traffic that the system was unable to accommodate more than 3 million people. Servers in the United Kingdom were so congested that many could only watch the choppy video stream via an American link. The concert raises a number of questions about "virtual" events. We can draw several conclusions about measuring Internet audiences. While 3 million is a sizeable audience for a 20 minute transmission, by advertising a potential audience of 500 million, MSN showed remarkably poor judgment of its inherent appeal. The Internet is the first medium that allows access to unprocessed material or information about events to be delivered to an audience with neither the time constraints of broadcast media nor the space limitations of the traditional press. This is often cited as one of the characteristics that sets the Internet apart from other media. This feeds the idea of the Internet audience as a participatory, democratic public. For example, it is often claimed that the Internet can foster democratic participation by providing voters with uninterpreted information about candidates and issues (Selnow). However, as James Curran argues, the very process of distributing uninterrupted, unfiltered information, at least in the case of traditional mass media, represents an abdication of a central democratic function -- that of watchdog to power (Curran). In the end, publics are created and maintained through active and continuous participation on the part of communicators and audiences. The Internet holds together potentially conflicting communicative relationships within the same technological medium (Merrill & Ogan). Viewing the audience as co-participant in a communicative relationship makes more sense than simply focussing on the Internet audience as either an aggregate of consumers or a passively constructed symbolic public. Audience as Relationship Many scholars have shifted attention from the producer to the audience as an active participant in the communication process (Ang; McQuail, Audience). Virginia Nightingale goes further to describe the audience as part of a communicative relationship. Nightingale identifies four factors in the relationship between audiences and producers that emphasize their co-dependency. The audience and producer are engaged in a symbiotic relationship in which consumption and use are necessary but not sufficient explanations of audience relations. The notion of the audience invokes, at least potentially, a greater range of activities than simply use or consumption. Further, the audience actively, if not always consciously, enters relationships with content producers and the institutions that govern the creation, distribution and exhibition of content (Nightingale 149-50). Others have demonstrated how this relationship between audiences and producers is no longer the one-sided affair characterised by the marketing model or the model of the audience as public. A global culture is emerging based on critical viewing skills. Kavoori calls this a reflexive mode born of an increasing familiarity with the narrative conventions of news and an awareness of the institutional imperatives of media industries (Kavoori). Given the sophistication of the emergent global audience, a theory that reduces new media audiences to a set of consumer preferences or behaviours will inevitably prove inadequate, just as it has for understanding audience behavior in old media. Similarly, by ignoring those elements of audience behavior that will be easily transported to the Web, we run the risk of idealising the Internet as a medium that will create an illusory, pre-technological public. Conclusion There is an understandable confusion between the two models of the audience that appear in the examples above. The "new economy" will have to come to terms with sophisticated audiences. Contrary to IBM's claim that they want to "get to know all about you", Internet users do not seem particularly interested in becoming a perpetual source of market information. The fragmented, autonomous audience resists attempts to lock it into proprietary relationships. Internet hypesters talk about creating publics and argue that the Internet recreates the intimacy of community as a corrective to the atomisation and alienation characteristic of mass society. This faith in the power of a medium to create social cohesion recalls the view of the television audience as a public constructed by the common experience of watching an important event. However, MSN's McCartney concert indicates that creating a public from spectacle it is not a simple process. In fact, what the Internet media conglomerates seem to want more than anything is to create consumer bases. Audiences exist for pleasure and by the desire to be entertained. As Internet media institutions are established, the cynical view of the audience as a source of consumer behavior and preferences will inevitably give way, to some extent, to a view of the audience as participant in communication. Audiences will be seen, as they have been by other media, as groups whose attention must be courted and rewarded. Who knows, maybe the AOL/Time-Warner merger might, indeed, signal the new medium's coming of age. References Anderson, Lessley. "To Beam or Not to Beam. MP3.com Is Being Sued by the Major Record Labels. Does the Digital Download Site Stand a Chance?" Industry Standard 31 Jan. 2000. <http://www.thestandard.com>. Ang, Ien. Watching Dallas: Soap Opera and the Melodramatic Imagination. London: Methuen, 1985. Baran, Stanley, and Dennis Davis. Mass Communication Theory: Foundations, Ferment, and Future. 2nd ed. Belmont, Calif.: Wadsworth 2000. Curran, James. "Mass Media and Democracy Revisited." Mass Media and Society. Eds. 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"Desparate.com (Media Companies Losing Millions on the Web Turn to Electronic Commerce)." Forbes 163.6 (22 March 1999): 50-1. Manes, Stephen. "The New MSN as Prehistoric TV." New York Times 4 Feb. 1997: C6. McQuail, Denis. Audience Analysis. Thousand Oaks, Calif.: Sage, 1997. ---. Mass Communication Theory. 2nd ed. London: Sage, 1987. Mattelart, Armand. Mapping World Communication: War, Progress, Culture. Trans. Susan Emanuel and James A. Cohen. Minneapolis: U of Minnesota P, 1994. Morris, Merrill, and Christine Ogan. "The Internet as Mass Medium." Journal of Communications 46 (Winter 1996): 39-50. Nightingale, Virginia. Studying Audience: The Shock of the Real. London: Routledge, 1996. Pavlik, John V., and Everette E. Dennis. New Media Technology: Cultural and Commercial Perspectives. 2nd ed. Boston: Allyn and Bacon, 1998. Reid, Calvin. "Time-Warner Seeks Electronic Synergy, Profits on the Web (Pathfinder Site)." Publisher's Weekly 242 (4 Dec. 1995): 12. Rheingold, Howard. Virtual Community: Homesteading on the Electronic Frontier. New York: Harper, 1993. Roscoe, Timothy. "The Construction of the World Wide Web Audience." Media, Culture and Society 21.5 (1999): 673-84. Saap, Geneva, and Ephraim Schwarrtz. "AOL-Time-Warner Deal to Impact Commerce, Content, and Access Markets." Infoworld 11 January 2000. <http://infoworld.com/articles/ic/xml/00/01/11/000111icimpact.xml>. Slater, Joanna. "Cool Customers: Music Channels Hope New Web Sites Tap into Teen Spirit." Far Eastern Economic Review 162.9 (4 March 1999): 50. Trott, Bob. "Microsoft Views AOL-Time-Warner as Confirmation of Its Own Strategy." Infoworld 11 Jan. 2000. <http://infoworld.com/articles/pi/xml/00/01/11/000111pimsaoltw.xml>. Yan, Catherine. "A Major Studio Called AOL?" Business Week 1 Dec. 1997: 1773-4. Citation reference for this article MLA style: Daniel M. Downes. "The Medium Vanishes? The Resurrection of the Mass Audience in the New Media Economy." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/mass.php>. Chicago style: Daniel M. Downes, "The Medium Vanishes? The Resurrection of the Mass Audience in the New Media Economy," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/mass.php> ([your date of access]). APA style: Daniel M. Downes. (2000) The Medium Vanishes? The Resurrection of the Mass Audience in the New Media Economy. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/mass.php> ([your date of access]).

IntroductionDespite claims that the importance of distance has been reduced due to technological and communications improvements (Cairncross; Friedman; O’Brien), the ‘power of place’ still resonates, often intensifying the role of geography (Christopherson et al.; Morgan; Pratt; Scott and Storper). Within the film industry, there has been a decentralisation of production from Hollywood, but there remains a spatial logic which has preferenced particular centres, such as Toronto, Vancouver, Sydney and Prague often led by a combination of incentives (Christopherson and Storper; Goldsmith and O’Regan; Goldsmith et al.; Miller et al.; Mould). The emergence of high end television, television programming for which the production budget is more than £1 million per television hour, has presented new opportunities for screen hubs sharing a very similar value chain to the film industry (OlsbergSPI with Nordicity).In recent years, interventions have proliferated with the aim of capitalising on the decentralisation of certain activities in order to attract international screen industries production and embed it within local hubs. Tools for building capacity and expertise have proliferated, including support for studio complex facilities, infrastructural investments, tax breaks and other economic incentives (Cucco; Goldsmith and O’Regan; Jensen; Goldsmith et al.; McDonald; Miller et al.; Mould). Yet experience tells us that these will not succeed everywhere. There is a need for a better understanding of both the capacity for places to build a distinctive and competitive advantage within a highly globalised landscape and the relative merits of alternative interventions designed to generate a sustainable production base.This article first sets out the rationale for the appetite identified in the screen industries for co-location, or clustering and concentration in a tightly drawn physical area, in global hubs of production. It goes on to explore the latest trends of decentralisation and examines the upturn in interventions aimed at attracting mobile screen industries capital and labour. Finally it introduces the Scottish screen industries and explores some of the ways in which Scotland has sought to position itself as a recipient of screen industries activity. The paper identifies some key gaps in infrastructure, most notably a studio, and calls for closer examination of the essential ingredients of, and possible interventions needed for, a vibrant and sustainable industry.A Compulsion for ProximityIt has been argued that particular spatial and place-based factors are central to the development and organisation of the screen industries. The film and television sector, the particular focus of this article, exhibit an extraordinarily high degree of spatial agglomeration, especially favouring centres with global status. It is worth noting that the computer games sector, not explored in this article, slightly diverges from this trend displaying more spatial patterns of decentralisation (Vallance), although key physical hubs of activity have been identified (Champion). Creative products often possess a cachet that is directly associated with their point of origin, for example fashion from Paris, films from Hollywood and country music from Nashville – although it can also be acknowledged that these are often strategic commercial constructions (Pecknold). The place of production represents a unique component of the final product as well as an authentication of substantive and symbolic quality (Scott, “Creative cities”). Place can act as part of a brand or image for creative industries, often reinforcing the advantage of being based in particular centres of production.Very localised historical, cultural, social and physical factors may also influence the success of creative production in particular places. Place-based factors relating to the built environment, including cheap space, public-sector support framework, connectivity, local identity, institutional environment and availability of amenities, are seen as possible influences in the locational choices of creative industry firms (see, for example, Drake; Helbrecht; Hutton; Leadbeater and Oakley; Markusen).Employment trends are notoriously difficult to measure in the screen industries (Christopherson, “Hollywood in decline?”), but the sector does contain large numbers of very small firms and freelancers. This allows them to be flexible but poses certain problems that can be somewhat offset by co-location. The findings of Antcliff et al.’s study of workers in the audiovisual industry in the UK suggested that individuals sought to reconstruct stable employment relations through their involvement in and use of networks. The trust and reciprocity engendered by stable networks, built up over time, were used to offset the risk associated with the erosion of stable employment. These findings are echoed by a study of TV content production in two media regions in Germany by Sydow and Staber who found that, although firms come together to work on particular projects, typically their business relations extend for a much longer period than this. Commonly, firms and individuals who have worked together previously will reassemble for further project work aided by their past experiences and expectations.Co-location allows the development of shared structures: language, technical attitudes, interpretative schemes and ‘communities of practice’ (Bathelt, et al.). Grabher describes this process as ‘hanging out’. Deep local pools of creative and skilled labour are advantageous both to firms and employees (Reimer et al.) by allowing flexibility, developing networks and offsetting risk (Banks et al.; Scott, “Global City Regions”). For example in Cook and Pandit’s study comparing the broadcasting industry in three city-regions, London was found to be hugely advantaged by its unrivalled talent pool, high financial rewards and prestigious projects. As Barnes and Hutton assert in relation to the wider creative industries, “if place matters, it matters most to them” (1251). This is certainly true for the screen industries and their spatial logic points towards a compulsion for proximity in large global hubs.Decentralisation and ‘Sticky’ PlacesDespite the attraction of global production hubs, there has been a decentralisation of screen industries from key centres, starting with the film industry and the vertical disintegration of Hollywood studios (Christopherson and Storper). There are instances of ‘runaway production’ from the 1920s onwards with around 40 per cent of all features being accounted for by offshore production in 1960 (Miller et al., 133). This trend has been increasing significantly in the last 20 years, leading to the genesis of new hubs of screen activity such as Toronto, Vancouver, Sydney and Prague (Christopherson, “Project work in context”; Goldsmith et al.; Mould; Miller et al.; Szczepanik). This development has been prompted by a multiplicity of reasons including favourable currency value differentials and economic incentives. Subsidies and tax breaks have been offered to secure international productions with most countries demanding that, in order to qualify for tax relief, productions have to spend a certain amount of their budget within the local economy, employ local crew and use domestic creative talent (Hill). Extensive infrastructure has been developed including studio complexes to attempt to lure productions with the advantage of a full service offering (Goldsmith and O’Regan).Internationally, Canada has been the greatest beneficiary of ‘runaway production’ with a state-led enactment of generous film incentives since the late 1990s (McDonald). Vancouver and Toronto are the busiest locations for North American Screen production after Los Angeles and New York, due to exchange rates and tax rebates on labour costs (Miller et al., 141). 80% of Vancouver’s production is attributable to runaway production (Jensen, 27) and the city is considered by some to have crossed a threshold as:It now possesses sufficient depth and breadth of talent to undertake the full array of pre-production, production and post-production services for the delivery of major motion pictures and TV programmes. (Barnes and Coe, 19)Similarly, Toronto is considered to have established a “comprehensive set of horizontal and vertical media capabilities” to ensure its status as a “full function media centre” (Davis, 98). These cities have successfully engaged in entrepreneurial activity to attract production (Christopherson, “Project Work in Context”) and in Vancouver the proactive role of provincial government and labour unions are, in part, credited with its success (Barnes and Coe). Studio-complex infrastructure has also been used to lure global productions, with Toronto, Melbourne and Sydney all being seen as key examples of where such developments have been used as a strategic priority to take local production capacity to the next level (Goldsmith and O’Regan).Studies which provide a historiography of the development of screen-industry hubs emphasise a complex interplay of social, cultural and physical conditions. In the complex and global flows of the screen industries, ‘sticky’ hubs have emerged with the ability to attract and retain capital and skilled labour. Despite being principally organised to attract international production, most studio complexes, especially those outside of global centres need to have a strong relationship to local or national film and television production to ensure the sustainability and depth of the labour pool (Goldsmith and O’Regan, 2003). Many have a broadcaster on site as well as a range of companies with a media orientation and training facilities (Goldsmith and O’Regan, 2003; Picard, 2008). The emergence of film studio complexes in the Australian Gold Coast and Vancouver was accompanied by an increasing role for television production and this multi-purpose nature was important for the continuity of production.Fostering a strong community of below the line workers, such as set designers, locations managers, make-up artists and props manufacturers, can also be a clear advantage in attracting international productions. For example at Cinecitta in Italy, the expertise of set designers and experienced crews in the Barrandov Studios of Prague are regarded as major selling points of the studio complexes there (Goldsmith and O’Regan; Miller et al.; Szczepanik). Natural and built environments are also considered very important for film and television firms and it is a useful advantage for capturing international production when cities can double for other locations as in the cases of Toronto, Vancouver, Prague for example (Evans; Goldsmith and O’Regan; Szczepanik). Toronto, for instance, has doubled for New York in over 100 films and with regard to television Due South’s (1994-1998) use of Toronto as Chicago was estimated to have saved 40 per cent in costs (Miller et al., 141).The Scottish Screen Industries Within mobile flows of capital and labour, Scotland has sought to position itself as a recipient of screen industries activity through multiple interventions, including investment in institutional frameworks, direct and indirect economic subsidies and the development of physical infrastructure. Traditionally creative industry activity in the UK has been concentrated in London and the South East which together account for 43% of the creative economy workforce (Bakhshi et al.). In order, in part to redress this imbalance and more generally to encourage the attraction and retention of international production a range of policies have been introduced focused on the screen industries. A revised Film Tax Relief was introduced in 2007 to encourage inward investment and prevent offshoring of indigenous production, and this has since been extended to high-end television, animation and children’s programming. Broadcasting has also experienced a push for decentralisation led by public funding with a responsibility to be regionally representative. The BBC (“BBC Annual Report and Accounts 2014/15”) is currently exceeding its target of 50% network spend outside London by 2016, with 17% spent in Scotland, Wales and Northern Ireland. Channel 4 has similarly committed to commission at least 9% of its original spend from the nations by 2020. Studios have been also developed across the UK including at Roath Lock (Cardiff), Titanic Studios (Belfast), MedicaCity (Salford) and The Sharp Project (Manchester).The creative industries have been identified as one of seven growth sectors for Scotland by the government (Scottish Government). In 2010, the film and video sector employed 3,500 people and contributed £120 million GVA and £120 million adjusted GVA to the economy and the radio and TV sector employed 3,500 people and contributed £50 million GVA and £400 million adjusted GVA (The Scottish Parliament). Beyond the direct economic benefits of sectors, the on-screen representation of Scotland has been claimed to boost visitor numbers to the country (EKOS) and high profile international film productions have been attracted including Skyfall (2012) and WWZ (2013).Scotland has historically attracted international film and TV productions due to its natural locations (VisitScotland) and on average, between 2009-2014, six big budget films a year used Scottish locations both urban and rural (BOP Consulting, 2014). In all, a total of £20 million was generated by film-making in Glasgow during 2011 (Balkind) with WWZ (2013) and Cloud Atlas (2013), representing Philadelphia and San Francisco respectively, as well as doubling for Edinburgh for the recent acclaimed Scottish films Filth (2013) and Sunshine on Leith (2013). Sanson (80) asserts that the use of the city as a site for international productions not only brings in direct revenue from production money but also promotes the city as a “fashionable place to live, work and visit. Creativity makes the city both profitable and ‘cool’”.Nonetheless, issues persist and it has been suggested that Scotland lacks a stable and sustainable film industry, with low indigenous production levels and variable success from year to year in attracting inward investment (BOP Consulting). With regard to crew, problems with an insufficient production base have been identified as an issue in maintaining a pipeline of skills (BOP Consulting). Developing ‘talent’ is a central aspect of the Scottish Government’s Strategy for the Creative Industries, yet there remains the core challenge of retaining skills and encouraging new talent into the industry (BOP Consulting).With regard to film, a lack of substantial funding incentives and the absence of a studio have been identified as a key concern for the sector. For example, within the film industry the majority of inward investment filming in Scotland is location work as it lacks the studio facilities that would enable it to sustain a big-budget production in its entirety (BOP Consulting). The absence of such infrastructure has been seen as contributing to a drain of Scottish talent from these industries to other areas and countries where there is a more vibrant sector (BOP Consulting). The loss of Scottish talent to Northern Ireland was attributed to the longevity of the work being provided by Games of Thrones (2011-) now having completed its six series at the Titanic Studios in Belfast (EKOS) although this may have been stemmed somewhat recently with the attraction of US high-end TV series Outlander (2014-) which has been based at Wardpark in Cumbernauld since 2013.Television, both high-end production and local broadcasting, appears crucial to the sustainability of screen production in Scotland. Outlander has been estimated to contribute to Scotland’s production spend figures reaching a historic high of £45.8 million in 2014 (Creative Scotland ”Creative Scotland Screen Strategy Update”). The arrival of the program has almost doubled production spend in Scotland, offering the chance for increased stability for screen industries workers. Qualifying for UK High-End Television Tax Relief, Outlander has engaged a crew of approximately 300 across props, filming and set build, and cast over 2,000 supporting artist roles from within Scotland and the UK.Long running drama, in particular, offers key opportunities for both those cutting their teeth in the screen industries and also by providing more consistent and longer-term employment to existing workers. BBC television soap River City (2002-) has been identified as a key example of such an opportunity and the programme has been credited with providing a springboard for developing the skills of local actors, writers and production crew (Hibberd). This kind of pipeline of production is critical given the work patterns of the sector. According to Creative Skillset, of the 4,000 people in Scotland are employed in the film and television industries, 40% of television workers are freelance and 90% of film production work in freelance (EKOS).In an attempt to address skills gaps, the Outlander Trainee Placement Scheme has been devised in collaboration with Creative Scotland and Creative Skillset. During filming of Season One, thirty-eight trainees were supported across a range of production and craft roles, followed by a further twenty-five in Season Two. Encouragingly Outlander, and the books it is based on, is set in Scotland so the authenticity of place has played a strong component in the decision to locate production there. Producer David Brown began his career on Bill Forsyth films Gregory’s Girl (1981), Local Hero (1983) and Comfort and Joy (1984) and has a strong existing relationship to Scotland. He has been very vocal in his support for the trainee program, contending that “training is the future of our industry and we at Outlander see the growth of talent and opportunities as part of our mission here in Scotland” (“Outlander fast tracks next generation of skilled screen talent”).ConclusionsThis article has aimed to explore the relationship between place and the screen industries and, taking Scotland as its focus, has outlined a need to more closely examine the ways in which the sector can be supported. Despite the possible gains in terms of building a sustainable industry, the state-led funding of the global screen industries is contested. The use of tax breaks and incentives has been problematised and critiques range from use of public funding to attract footloose media industries to the increasingly zero sum game of competition between competing places (Morawetz; McDonald). In relation to broadcasting, there have been critiques of a ‘lift and shift’ approach to policy in the UK, with TV production companies moving to the nations and regions temporarily to meet the quota and leaving once a production has finished (House of Commons). Further to this, issues have been raised regarding how far such interventions can seed and develop a rich production ecology that offers opportunities for indigenous talent (Christopherson and Rightor).Nonetheless recent success for the screen industries in Scotland can, at least in part, be attributed to interventions including increased decentralisation of broadcasting and the high-end television tax incentives. This article has identified gaps in infrastructure which continue to stymie growth and have led to production drain to other centres. 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The theme for this issue of M/C is 'renew'. This is a term that could be approached in numerous ways: as a cultural practice, in terms of broader dynamics of change, in terms of the future of the journal. In this piece, however, I'd like to narrow the focus and think about renewal in the context of the concept of 'media' and media theory. This is not to diminish the importance of looking at media in relation to changing technologies, and changing cultural contexts. Indeed, most readers of M/C will no doubt be aware of the dangers of positing media outside of culture in some kind of deterministic relationship. Indeed, the slash in the title of M/C -- which since its first editorial both links and separates the terms 'media' and 'culture' -- is interesting to think about here precisely because the substitution of the 'and' opens up a questioning of the relation between the two terms. While I too want to keep the space between media / culture filled with possibility, in this piece I want to look mainly at one side of the slash and speculate on renewal in the way we relate to ideas of media. Since its first editorial the slash has also been a marker of M/C's project to bridge academic and popular approaches, and work as a cross-over journal. In the hope of not stretching the cross-over too far, I'd like to bring contemporary philosophy into the picture and keep it in the background while thinking about renewal and the concept of 'media'. A key theme in contemporary philosophy has been the attempt to think difference beyond any opposition of the One and the Many (Patton 29-48; Deleuze 38-47). In an effort to think difference in its own terms, philosophers like Gilles Deleuze and Jacques Derrida have resisted seeing difference as something dependant on, derivative or secondary to a primary point of sameness and identity. In this brief piece, and out of respect of M/C's project, my intention is not to summarise this work in detail. Rather, I want to highlight the existence of this work in order to draw a contrast with the way in which contemporary thinking about media often seems caught up in a dynamic of the One and Many, and to pose the question of a different path for media theory. Having mentioned philosophy, I do want to make the point that 'One or Many Media' is not just an abstract formulation. On the contrary, the present day is a particularly appropriate time to look at this problem. Popular discussion of media issues itself oscillates between an idea of Media dominance (the One) and an idea of multiple media (multimedia). Discussions of convergence frequently invoke a thematics of the One arising out of the Many, or of the Many arising from the One. Medium, Media, the Media. Which one to use? We need only to list these three terms to begin see how the tension between the One and the Multiple has influenced contemporary thinking about media. An obvious tension exists on the level of grammar. 'Media' is the plural of 'Medium'. That is, until we use the term 'the Media' which can be used to refer to the singularity of (a specific area of) the Press. Walter Ong dubs 'medium' "the fugitive singular" to describe this phenomenon (175). To compensate for the increasing use of 'the media' as a singular it is becoming more common to see the term 'mediums' instead of 'media'. A second tension exists on the level of the senses. 'The media', and in some senses a 'medium', conveys the notion of a media form distinct from the senses. As Michael Heim notes, Medium meant conceptual awareness in conjunction with the five senses through which we come to understand things present before us in the environment. This natural sense of media was gradually dissipated during the modern period by man-made extensions and enhancements of the human senses ... . Electronic media gave new meaning to the term. We not only perceive directly with five senses aided by concepts and enhanced by instrumentation, but also are surrounded by a panorama of man-made images and symbols far more complex than can be assimilated directly through the senses and thought processes. Media in the electronic sense of acoustic-optic technology ... appear to do more than augment innate human sensory capacities: the electronic media become themselves complex problems; they become facts of life we must take into account as we live; they become, in short, the media. (47) In this passage, Heim shows how through extension and instrumentation 'the media' comes to occupy a different register of existence. 'The media' in this account are distinct from any general artefact that can serve as a means of communication to us. On this register, 'the media' also develops into the idea of the mass media (see Williams 169). In popular usage this incorporates print and broadcasting areas (usually with a strong journalistic emphasis), and is often personified around a notion of 'the media' as an agent in the contemporary political arena (the fourth estate, the instrument of a media baron). This brings us to a third tension, to do with diversity. The difference between the terms 'Medium', 'Media', 'the Media', is clearly bound up with the issue of diversity and concentration of media. Sean Cubitt argues that a different activation of interactive media, intermedia, or video media, is crucial to restoring an electronic ecology that has been destroyed by the marketplace (207). What the work of theorists like Cubitt reveals is that the problem of diversity and concentration has a conceptual dimension. Framed within an opposition between the One and the Multiple, the diversity in question -- of different senses and orders of media -- is constrained by the dominant idea of the Media. Many theorists and commentators on 'the Mass media' barely acknowledge the existence of video media unless it is seen as a marketplace for the distribution of movies. This process of marginalisation has been so thorough that the contemporary discussion of the Internet or interactive digital media often ignores previous critical discussion of the electronic arts -- as if McLuhan had no connection with Fluxus, or convergence had no links to intermedia experimentation. In a different example, it is becoming common to discuss 'personal media' like laptops and intelligent jewellery (see Beniger; Kay and Goldberg). But if media theory has previously failed to look at T-shirts and other personal effects as media then this is in part due to the dominance of the idea of the mass media in conceptual terms. This dominance leads Umberto Eco to propose an idea of the "multiplication of the media" against the idea of mass media, and prompts him to declare that "all the professors of theory of communications, trained by the texts of twenty years ago (this includes me) should be pensioned off" (149). It could be argued that rather than represent a problem the sliding between these terms is enabling not disabling. From this perspective, the fact that different senses of media collapse or coalesce with one another is appropriate, since (as I hope I've shown) different senses of media are often grounded in other senses. Indeed, we can agree with this argument, and go further to suggest that renewing our relationship to concepts of media involves affirming the interplay of different senses of media. What needs careful consideration here, however, is how we think of different senses of media. For it is very often the case that this question of difference is blocked from discussion when an order of media is used to secure a territory or a foundation for a particular idea of how things should work. From this foundation particular ideas of One-ness/Same-ness or Many-ness can emerge, each of which involves making assumptions about differences between media, and the nature of difference. Examples might include notions of mainstream and alternative, professional and non-professional, 'industry' and 'artistic' ways of working.1 In each case a dominant idea of the media establishes itself as an order against which other practices are defined as secondary, and other senses of media subordinate. Surveying these tensions (grammatical, sensory and diversity) between the terms 'Medium', 'Media', 'the Media', what becomes apparent is that neither of them is able to stand as 'the' primary conceptual term. Attempting to read contemporary developments in light of the One of the mass media means that theory is often left to discuss the fate of an idea, broadcasting, that represents only one way of organising and articulating a medium. Certainly, this approach can yield important results on the level of audience studies and identity politics, and in respect to government policy. Jock Given's work on broadcasting as a "set of technologies, social and cultural practices, cultural forms, industries, institutional forms, words and an idea" usefully contests the idea that broadcasting is dying or has no place in the digital future (46). However, research of this kind is often constrained by its lack of engagement with different orders of media, and its dependence on an idea of the One medium that is now under erasure.2 Attempting to read contemporary developments in light of the One of the mass media means that theory is often left to discuss the fate of an idea, broadcasting, that represents only one way of organising and articulating a medium. Certainly, this approach can yield important results on the level of audience studies and identity politics, and in respect to government policy. Jock Given's work on broadcasting as a "set of technologies, social and cultural practices, cultural forms, industries, institutional forms, words and an idea" usefully contests the idea that broadcasting is dying or has no place in the digital future (46). However, research of this kind is often constrained by its lack of engagement with different orders of media, and its dependence on an idea of the One medium that is now under erasure.2 Exploring the potential of 'Medium' as a primary term leads again into the problem of the One and the Many. The content of every medium may be, as McLuhan said, another medium (8). But we should search for the hidden One that binds together the Many. Indeed, multimedia can precisely be seen in this way: as a term that facilitates the singularising of multiple media. In a historically significant 1977 paper "Personal Dynamic Media" by Alan Kay and Adele Goldberg, we read that the essence of a medium is very much dependent on the way messages are embedded, changed, and viewed. Although digital computers were originally designed to do arithmetic computation, the ability to simulate the details of any descriptive model means that the computer, viewed as a medium itself, can be all other media if the embedding and viewing methods are sufficiently well provided. (255) It is following this passage that Kay and Goldberg use the term "metamedium" to describe this system, which effectively seals the Many into the One, and compromises any sense that 'multimedia' can fully live up to the idea of multiple media. Situating the term 'media' as a primary term is interesting primarily because Heim deems it the "natural sense of media". There is some value in re-asserting the most general understanding of this idea, which is that any artefact can serve to communicate something to the senses. That said, any exploration of this kind needs to keep a critical eye not just on the McLuhanesque extension of the senses that Heim mentions, but also the imperative that these artefacts must mediate, and function as a means of communication. In other words, any celebration of this conception of media needs to be careful not to naturalise the idea that communication is the transmission of ideal contents. As Derrida's work shows, a complex system is required for a media to work in this way. It is only via a particular system of representation that a medium comes to serve as a vehicle for communication (311-2). As such, we should be wary of designating this idea of media as 'natural'. There are of course other reasons to be cautious with the use of the term 'natural' in this context. Contemporary usage of 'media' show that the human sensorium has already entered a complex cyborg future in which human actions, digital files, data, scripts, can be considered 'media' in a performance work or some other assemblage. Contemporary media theory resolves some of the problems of the terms 'Medium', 'Media', 'the Media' serving as a primary conceptual figure by reading them against one another. Thus, the mass media can be criticised from the point of view of the broader potential of the medium, or transformations in a medium can be tracked through developments in interactive media. Various critical or comparative approaches can be adopted within the nexus defined by these three terms. One important path of investigation for media theory is the investigation of hybrid mixed forms of media as they re-emerge out of more or less well defined definitions of a medium. A concern that can be raised with this approach, however, is that it risks avoiding the problem of the One or Many altogether in the way it posits some media as 'pure' or less hybrid in the first instance. In the difficult process of approaching the problem of One or Many media, media theory may find it worthwhile listen in on discussion of the One or Many opposition in contemporary philosophy. Two terms that find a prominent place in Deleuze's discussion of the multiplicity are "differentiation" and "actualisation". I'd want to suggest that both terms should hold interest for media theorists. For example, in terms of the problem of One or Many Media, we can note that differentiation and actualisation have not always been looked at. Too often, the starting point for theories of media is to begin with a particular order of media, a conception of the One, and then situate multiple practices in relationship to this One. Thus, 'the media' or 'mass media' is able to take the position of centre, with the rest left subordinate. This gesture allows the plural form of 'media' to be dealt with in a reductive way, at the expense of an analysis of supposed plurality. (It also works to detach the discussion of the order of media in question from other academic and non-academic disciplines that may have a great deal to say about the way media work.) A different approach could be to look at the way this dominant order is actualised in the first place. Recognition that a multiplicity of different senses of media pre-exists any single order of media would seem to be a key step towards renewal in media theory. This piece has sought to disturb the way a notion of the One or Many media often works in the space of media theory. Rather than locate this issue in relation to only one definition of media or medium, this approach attempts to differentiate between different senses of media, ranging from those understandings linked to the human sensorium, those related to craft understandings, and those related to the computerised manipulation of media resources. The virtue of this approach is that it tackles head on the issue that there is no one understanding of media that can function as an over-arching term in the present. The human senses, craft, broadcasting, and digital manipulation are all limited in this respect. Any response to this situation needs to engage with this complexity by recognising that some understandings of media exceed the space of a medium. These other understandings can form useful provisional points of counter-actualisation.4 Footnotes Recent Australian government decisions about the differences between digital television and datacasting would be interesting to examine here. In relation to Given's work I'd suggest that a fuller examination of media's digital future needs to elaborate on the relationship between 'the media' and alternative understandings of the term in computing, for example, such as Kay and Goldberg's. In this way, the issue of future conceptions of media can be opened up alongside the issue of a future for the media. Monaco's, "Mediography: In the Middle of Things" is a rare example. In the section 'Levels of the Game' Monaco usefully distinguishes between different orders of media. My thanks to the anonymous M/C reviewers for their useful comments, and also Anna Munster for her suggestions. References Beniger, James R. "Personalisation of Mass Media and the Growth of Pseudo-Community." Communication Research 14.3 (June 1987): 352-71. Cubitt, Sean. Videography: Video Media as Art and Culture. London: Macmillan, 1993. Deleuze, Gilles. Bergsonism. Trans. Hugh Tomlinson and Barbara Habberjam. New York: Zone, 1991. Derrida, Jacques. Margins of Philosophy. Trans. Alan Bass. Brighton, Sussex: Harvester, 1986. Eco, Umberto. "The Multiplication of the Media." Travels in Hyper-Reality. Trans. William Weaver. London: Pan, 1986. 145-50. Given, Jock. The Death of Broadcasting: Media's Digital Future. Kensington: U of New South Wales P, 1998. Heim, Michael. Electric Language: A Philosophical Study of Word Processing. New Haven and London: Yale UP, 1987. Kay, Alan, and Adele Goldberg. "Personal Dynamic Media." A History of Personal Workstations. Ed. Adele Goldberg. New York: ACM/Addison-Wesley, 1988. 254-63. McLuhan, Marshall. Understanding Media: The Extensions of Man. London: Routledge and Kegan Paul, 1964. Monaco, James. "Mediography: In the Middle of Things." Media Culture. Ed. James Monaco. New York: Delta, 1978. 3-21. Ong, Walter. Orality and Literacy: The Technologising of the Word. London: Methuen, 1982. Patton, Paul. Deleuze and the Political. London: Routledge, 2000. Williams, Raymond. Keywords: A Vocabulary of Culture and Society. London: Fontana, 1976. Citation reference for this article MLA style: Steven Maras. "One or Many Media?" M/C: A Journal of Media and Culture 3.6 (2000). [your date of access] <http://www.api-network.com/mc/0012/many.php>. Chicago style: Steven Maras, "One or Many Media?" M/C: A Journal of Media and Culture 3, no. 6 (2000), <http://www.api-network.com/mc/0012/many.php> ([your date of access]). APA style: Steven Maras. (2000) One or many media? M/C: A Journal of Media and Culture 3(6). <http://www.api-network.com/mc/0012/many.php> ([your date of access]).

In 1988, historian Nadia Wheatley and indigenous artist Donna Rawlins published their award-winning picture book, My Place, a reinterpretation of Australian national identity and sovereignty prompted by the bicentennial of white settlement. Twenty years later, the Australian Broadcasting Corporation (ABC) commissioned Penny Chapman’s multi-platform project based on this book. The 13 episodes of the television series begin in 2008, each telling the story of a child at a different point in history, and are accompanied by substantial interactive online content. Issues as diverse as religious difference and immigration, wartime conscription and trauma, and the experiences of Aboriginal Australians are canvassed. The program itself, which has a second series currently in production, introduces child audiences to—and implicates them in—a rich ideological fabric of deeply politicised issues that directly engage with vexed questions of Australian nationhood. The series offers a subversive view of Australian history and society, and it is the child—whether protagonist on the screen or the viewer/user of the content—who is left to discover, negotiate and move beyond often problematic societal norms. As one of the public broadcaster’s keystone projects, My Place signifies important developments in ABC’s construction of multicultural child citizenship. The digitisation of Australian television has facilitated a wave of multi-channel and new media innovation. Though the development of a multi-channel ecology has occurred significantly later in Australia than in the US or Europe, in part due to genre restrictions on broadcasters, all major Australian networks now have at least one additional free-to-air channel, make some of their content available online, and utilise various forms of social media to engage their audiences. The ABC has been in the vanguard of new media innovation, leveraging the industry dominance of ABC Online and its cross-platform radio networks for the repurposing of news, together with the additional funding for digital renewal, new Australian content, and a digital children’s channel in the 2006 and 2009 federal budgets. In line with “market failure” models of broadcasting (Born, Debrett), the ABC was once the most important producer-broadcaster for child viewers. With the recent allocation for the establishment of ABC3, it is now the catalyst for a significant revitalisation of the Australian children’s television industry. The ABC Charter requires it to broadcast programs that “contribute to a sense of national identity” and that “reflect the cultural diversity of the Australian community” (ABC Documents). Through its digital children’s channel (ABC3) and its multi-platform content, child viewers are not only exposed to a much more diverse range of local content, but also politicised by an intricate network of online texts connected to the TV programs. The representation of diasporic communities through and within multi-platformed spaces forms a crucial part of the way(s) in which collective identities are now being negotiated in children’s texts. An analysis of one of the ABC’s My Place “projects” and its associated multi-platformed content reveals an intricate relationship between postcolonial concerns and the construction of child citizenship. Multicultural Places, Multi-Platformed Spaces: New Media Innovation at the ABC The 2007 restructure at the ABC has transformed commissioning practices along the lines noted by James Bennett and Niki Strange of the BBC—a shift of focus from “programs” to multi-platform “projects,” with the latter consisting of a complex network of textual production. These “second shift media practices” (Caldwell) involve the tactical management of “user flows structured into and across the textual terrain that serve to promote a multifaceted and prolonged experience of the project” (Bennett and Strange 115). ABC Managing Director Mark Scott’s polemic deployment of the “digital commons” trope (Murdock, From) differs from that of his opposite number at the BBC, Mark Thompson, in its emphasis on the glocalised openness of the Australian “town square”—at once distinct from, and an integral part of, larger conversations. As announced at the beginning of the ABC’s 2009 annual report, the ABC is redefining the town square as a world of greater opportunities: a world where Australians can engage with one another and explore the ideas and events that are shaping our communities, our nation and beyond … where people can come to speak and be heard, to listen and learn from each other. (ABC ii)The broad emphasis on engagement characterises ABC3’s positioning of children in multi-platformed projects. As the Executive Producer of the ABC’s Children’s Television Multi-platform division comments, “participation is very much the mantra of the new channel” (Glen). The concept of “participation” is integral to what has been described elsewhere as “rehearsals in citizenship” (Northam). Writing of contemporary youth, David Buckingham notes that “‘political thinking’ is not merely an intellectual or developmental achievement, but an interpersonal process which is part of the construction of a collective, social identity” (179). Recent domestically produced children’s programs and their associated multimedia applications have significant potential to contribute to this interpersonal, “participatory” process. Through multi-platform experiences, children are (apparently) invited to construct narratives of their own. Dan Harries coined the term “viewser” to highlight the tension between watching and interacting, and the increased sense of agency on the part of audiences (171–82). Various online texts hosted by the ABC offer engagement with extra content relating to programs, with themed websites serving as “branches” of the overarching ABC3 metasite. The main site—strongly branded as the place for its targeted demographic—combines conventional television guide/program details with “Watch Now!,” a customised iView application within ABC3’s own themed interface; youth-oriented news; online gaming; and avenues for viewsers to create digital art and video, or interact with the community of “Club3” and associated message boards. The profiles created by members of Club3 are moderated and proscribe any personal information, resulting in an (understandably) restricted form of “networked publics” (boyd 124–5). Viewser profiles comprise only a username (which, the website stresses, should not be one’s real name) and an “avatar” (a customisable animated face). As in other social media sites, comments posted are accompanied by the viewser’s “name” and “face,” reinforcing the notion of individuality within the common group. The tool allows users to choose from various skin colours, emphasising the multicultural nature of the ABC3 community. Other customisable elements, including the ability to choose between dozens of pre-designed ABC3 assets and feeds, stress the audience’s “ownership” of the site. The Help instructions for the Club3 site stress the notion of “participation” directly: “Here at ABC3, we don’t want to tell you what your site should look like! We think that you should be able to choose for yourself.” Multi-platformed texts also provide viewsers with opportunities to interact with many of the characters (human actors and animated) from the television texts and share further aspects of their lives and fictional worlds. One example, linked to the representation of diasporic communities, is the Abatti Pizza Game, in which the player must “save the day” by battling obstacles to fulfil a pizza order. The game’s prefacing directions makes clear the ethnicity of the Abatti family, who are also visually distinctive. The dialogue also registers cultural markers: “Poor Nona, whatsa she gonna do? Now it’s up to you to help Johnny and his friends make four pizzas.” The game was acquired from the Canadian-animated franchise, Angela Anaconda; nonetheless, the Abatti family, the pizza store they operate and the dilemma they face translates easily to the Australian context. Dramatisations of diasporic contributions to national youth identities in postcolonial or settler societies—the UK (My Life as a Popat, CITV) and Canada (How to Be Indie)—also contribute to the diversity of ABC3’s television offerings and the positioning of its multi-platform community. The negotiation of diasporic and postcolonial politics is even clearer in the public broadcaster’s commitment to My Place. The project’s multifaceted construction of “places,” the ethical positioning of the child both as an individual and a member of (multicultural) communities, and the significant acknowledgement of ongoing conflict and discrimination, articulate a cultural commons that is more open-ended and challenging than the Eurocentric metaphor, the “town square,” suggests. Diversity, Discrimination and Diasporas: Positioning the Viewser of My Place Throughout the first series of My Place, the experiences of children within different diasporic communities are the focal point of five of the initial six episodes, the plots of which revolve around children with Lebanese, Vietnamese, Greek, and Irish backgrounds. This article focuses on an early episode of the series, “1988,” which explicitly confronts the cultural frictions between dominant Anglocentric Australian and diasporic communities. “1988” centres on the reaction of young Lily to the arrival of her cousin, Phuong, from Vietnam. Lily is a member of a diasporic community, but one who strongly identifies as “an Australian,” allowing a nuanced exploration of the ideological conflicts surrounding the issue of so-called “boat people.” The protagonist’s voice-over narration at the beginning of the episode foregrounds her desire to win Australia’s first Olympic gold medal in gymnastics, thus mobilising nationally identified hierarchies of value. Tensions between diasporic and settler cultures are frequently depicted. One potentially reactionary sequence portrays the recurring character of Michaelis complaining about having to use chopsticks in the Vietnamese restaurant; however, this comment is contextualised several episodes later, when a much younger Michaelis, as protagonist of the episode “1958,” is himself discriminated against, due to his Greek background. The political irony of “1988” pivots on Lily’s assumption that her cousin “won’t know Australian.” There is a patronising tone in her warning to Phuong not to speak Vietnamese for fear of schoolyard bullying: “The kids at school give you heaps if you talk funny. But it’s okay, I can talk for you!” This encourages child viewers to distance themselves from this fictional parallel to the frequent absence of representation of asylum seekers in contemporary debates. Lily’s assumptions and attitudes are treated with a degree of scepticism, particularly when she assures her friends that the silent Phuong will “get normal soon,” before objectifying her cousin for classroom “show and tell.” A close-up camera shot settles on Phuong’s unease while the children around her gossip about her status as a “boat person,” further encouraging the audience to empathise with the bullied character. However, Phuong turns the tables on those around her when she reveals she can competently speak English, is able to perform gymnastics and other feats beyond Lily’s ability, and even invents a story of being attacked by “pirates” in order to silence her gossiping peers. By the end of the narrative, Lily has redeemed herself and shares a close friendship with Phuong. My Place’s structured child “participation” plays a key role in developing the postcolonial perspective required by this episode and the project more broadly. Indeed, despite the record project budget, a second series was commissioned, at least partly on the basis of the overwhelmingly positive reception of viewsers on the ABC website forums (Buckland). The intricate My Place website, accessible through the ABC3 metasite, generates transmedia intertextuality interlocking with, and extending the diegesis of, the televised texts. A hyperlinked timeline leads to collections of personal artefacts “owned” by each protagonist, such as journals, toys, and clothing. Clicking on a gold medal marked “History” in Lily’s collection activates scrolling text describing the political acceptance of the phrase “multiculturalism” and the “Family Reunion” policy, which assisted the arrival of 100,000 Vietnamese immigrants. The viewser is reminded that some people were “not very welcoming” of diasporic groups via an explicit reference to Mrs Benson’s discriminatory attitudes in the series. Viewsers can “visit” virtual representations of the program’s sets. In the bedroom, kitchen, living room and/or backyard of each protagonist can be discovered familiar and additional details of the characters’ lives. The artefacts that can be “played” with in the multimedia applications often imply the enthusiastic (and apparently desirable) adoption of “Australianness” by immigrant children. Lily’s toys (her doll, hair accessories, roller skates, and glass marbles) invoke various aspects of western children’s culture, while her “journal entry” about Phuong states that she is “new to Australia but with her sense of humour she has fitted in really well.” At the same time, the interactive elements within Lily’s kitchen, including a bowl of rice and other Asian food ingredients, emphasise cultural continuity. The description of incense in another room of Lily’s house as a “common link” that is “used in many different cultures and religions for similar purposes” clearly normalises a glocalised world-view. Artefacts inside the restaurant operated by Lily’s mother link to information ranging from the ingredients and (flexible) instructions for how to make rice paper rolls (“Lily and Phuong used these fillings but you can use whatever you like!”) to a brief interactive puzzle game requiring the arrangement of several peppers in order from least hot to most hot. A selectable picture frame downloads a text box labelled “Images of Home.” Combined with a slideshow of static, hand-drawn images of traditional Vietnamese life, the text can be read as symbolic of the multiplicity of My Place’s target audience(s): “These images would have reminded the family of their homeland and also given restaurant customers a sense of Vietnamese culture.” The social-developmental, postcolonial agenda of My Place is registered in both “conventional” ancillary texts, such as the series’ “making of” publication (Wheatley), and the elaborate pedagogical website for teachers developed by the ACTF and Educational Services Australia (http://www.myplace.edu.au/). The politicising function of the latter is encoded in the various summaries of each decade’s historical, political, social, cultural, and technological highlights, often associated with the plot of the relevant episode. The page titled “Multiculturalism” reports on the positive amendments to the Commonwealth’s Migration Act 1958 and provides links to photographs of Vietnamese migrants in 1982, exemplifying the values of equality and cultural diversity through Lily and Phuong’s story. The detailed “Teaching Activities” documents available for each episode serve a similar purpose, providing, for example, the suggestion that teachers “ask students to discuss the importance to a new immigrant of retaining links to family, culture and tradition.” The empathetic positioning of Phuong’s situation is further mirrored in the interactive map available for teacher use that enables children to navigate a boat from Vietnam to the Australian coast, encouraging a perspective that is rarely put forward in Australia’s mass media. This is not to suggest that the My Place project is entirely unproblematic. In her postcolonial analysis of Aboriginal children’s literature, Clare Bradford argues that “it’s all too possible for ‘similarities’ to erase difference and the political significances of [a] text” (188). Lily’s schoolteacher’s lesson in the episode “reminds us that boat people have been coming to Australia for a very long time.” However, the implied connection between convicts and asylum seekers triggered by Phuong’s (mis)understanding awkwardly appropriates a mythologised Australian history. Similarly in the “1998” episode, the Muslim character Mohammad’s use of Ramadan for personal strength in order to emulate the iconic Australian cricketer Shane Warne threatens to subsume the “difference” of the diasporic community. Nonetheless, alongside the similarities between individuals and the various ethnic groups that make up the My Place community, important distinctions remain. Each episode begins and/or ends with the child protagonist(s) playing on or around the central motif of the series—a large fig tree—with the characters declaring that the tree is “my place.” While emphasising the importance of individuality in the project’s construction of child citizens, the cumulative effect of these “my place” sentiments, felt over time by characters from different socio-economic, ethnic, and cultural backgrounds, builds a multifaceted conception of Australian identity that consists of numerous (and complementary) “branches.” The project’s multi-platformed content further emphasises this, with the website containing an image of the prominent (literal and figurative) “Community Tree,” through which the viewser can interact with the generations of characters and families from the series (http://www.abc.net.au/abc3/myplace/). The significant role of the ABC’s My Place project showcases the ABC’s remit as a public broadcaster in the digital era. As Tim Brooke-Hunt, the Executive Head of Children’s Content, explains, if the ABC didn’t do it, no other broadcaster was going to come near it. ... I don’t expect My Place to be a humungous commercial or ratings success, but I firmly believe ... that it will be something that will exist for many years and will have a very special place. Conclusion The reversion to iconic aspects of mainstream Anglo-Australian culture is perhaps unsurprising—and certainly telling—when reflecting on the network of local, national, and global forces impacting on the development of a cultural commons. However, this does not detract from the value of the public broadcaster’s construction of child citizens within a clearly self-conscious discourse of “multiculturalism.” The transmedia intertextuality at work across ABC3 projects and platforms serves an important politicising function, offering positive representations of diasporic communities to counter the negative depictions children are exposed to elsewhere, and positioning child viewsers to “participate” in “working through” fraught issues of Australia’s past that still remain starkly relevant today.References ABC. Redefining the Town Square. ABC Annual Report. Sydney: ABC, 2009. Bennett, James, and Niki Strange. “The BBC’s Second-Shift Aesthetics: Interactive Television, Multi-Platform Projects and Public Service Content for a Digital Era.” Media International Australia: Incorporating Culture and Policy 126 (2008): 106-19. Born, Georgina. Uncertain Vision: Birt, Dyke and the Reinvention of the BBC. London: Vintage, 2004. boyd, danah. “Why Youth ♥ Social Network Sites: The Role of Networked Publics in Teenage Social Life.” Youth, Identity, and Digital Media. Ed. David Buckingham. Cambridge: MIT, 2008. 119-42. Bradford, Clare. Reading Race: Aboriginality in Australian Children’s Literature. Carlton: Melbourne UP, 2001. Brooke-Hunt, Tim. Executive Head of Children’s Content, ABC TV. Interviewed by Dr Leonie Rutherford, ABC Ultimo Center, 16 Mar. 2010. Buckingham, David. After the Death of Childhood: Growing Up in the Age of Electronic Media. Cambridge: Polity, 2000. Buckland, Jenny. Chief Executive Officer, Australian Children’s Television Foundation. Interviewed by Dr Leonie Rutherford and Dr Nina Weerakkody, ACTF, 2 June 2010. Caldwell, John T. “Second Shift Media Aesthetics: Programming, Interactivity and User Flows.” New Media: Theories and Practices of Digitextuality. Eds. John T. Caldwell and Anna Everett. London: Routledge, 2003. 127-44. Debrett, Mary. “Riding the Wave: Public Service Television in the Multiplatform Era.” Media, Culture & Society 31.5 (2009): 807-27. From, Unni. “Domestically Produced TV-Drama and Cultural Commons.” Cultural Dilemmas in Public Service Broadcasting. Eds. Gregory Ferrell Lowe and Per Jauert. Göteborg: Nordicom, 2005. 163-77. Glen, David. Executive Producer, ABC Multiplatform. Interviewed by Dr Leonie Rutherford, ABC Elsternwick, 6 July 2010. Harries, Dan. “Watching the Internet.” The New Media Book. Ed. Dan Harries. London: BFI, 2002. 171-82. Murdock, Graham. “Building the Digital Commons: Public Broadcasting in the Age of the Internet.” Cultural Dilemmas in Public Service Broadcasting. Ed. Gregory Ferrell Lowe and Per Jauert. Göteborg: Nordicom, 2005. 213–30. My Place, Volumes 1 & 2: 2008–1888. DVD. ABC, 2009. Northam, Jean A. “Rehearsals in Citizenship: BBC Stop-Motion Animation Programmes for Young Children.” Journal for Cultural Research 9.3 (2005): 245-63. Wheatley, Nadia. Making My Place. Sydney and Auckland: HarperCollins, 2010. ———, and Donna Rawlins. My Place, South Melbourne: Longman, 1988.

Investigative journalist Bill Moyers interviews Jon Stewart of The Daily Show: MOYERS: I do not know whether you are practicing an old form of parody and satire…or a new form of journalism. STEWART: Well then that either speaks to the sad state of comedy or the sad state of news. I can’t figure out which one. I think, honestly, we’re practicing a new form of desperation…. July 2003 (Bill Moyers Interview of Jon Stewart, on Public Broadcasting Service) Transmission, while always fraught and ever-changing, is particularly so at a moment when coincidentally the exponential increase in access to new media communication is paired with the propagandized and state-dominated moment of war, in this case the U.S. preemptive invasion of Iraq in 2003. U.S. fighter planes drop paper propaganda along with bombs. Leaked into mainstream media by virtue of new media technologies, the violations of Abu-Ghraib represent the challenge of conducting war in a digital era. Transmissions are highly controlled and yet the proliferation of access poses a new challenge – explicitly named by Rumsfeld in December 2005 on the Jim Lehrer news hour: DONALD RUMSFELD: No, I think what is happening – and this is the first war that has ever been conducted in the 21st century when you had talk radio, the Internet, e-mails, bloggers, 24-hour news, digital cameras, video cameras, instant access to everything, and we haven’t accommodated to that yet. … And what’s happening is the transmission belt that receives it spreads all these things. … Rumsfeld’s comments about the convergence of new media with a time of war highlights what those of us studying cultural communication see as a crucial site of study: the access and use of new media to transmit dissenting political commentary is arguably a sign of new counter-public spaces that coincide with increased mainstream media control and erosion of civil liberties surrounding free speech. In this particular instance, the strategic use of media by U.S. political administration to sell a morally questionable war to the public through deceptions and propaganda raises new questions about the transmission and phenomenon of truth claims in a digital age. In this essay I examine three sites through which satire is used to express political commentary in the convergent moment of repression combines with increased affordances. The examples I offer have been chosen because they illustrate what I recognize as a cultural shift, an emotional sea change even for staunch postmodernists: replacing Jameson’s characterization of the “waning of affect,” there has emerged renewed desire for truthfulness and accountability. What’s unique is that this insistence on the possibility of truthfulness is held in simultaneous contradiction with cynical distrust. The result is a paradoxical affective sentiment shared by many: the simultaneous belief that all truths are rhetorically constructed along with the shared certainty that we have been lied to, that this is wrong, and that there is a truthfulness that should be delivered. This demand is directed at the corrupted synergy created between media and politicians. The arguments used to counter the dominant content (and form) of transmission are made using new digital media. The sea-change in transmission is its multidirectionality, its frequency, and its own rapidly-changing modes of transmission. In short, communication and the political role of media has become exponentially complex in the simultaneous demand for truthfulness alongside the simultaneous awareness that all truth is constructed. Visual satire offers an ideal form to transmit the post-9/11 contradictions because irony turns on the unsaid; it uses the dominant forms of logic to express what is otherwise silenced as dissenting didacticism; it expresses horrors in forms that are palatable; it creates a sense of shared meaning and community by using the unsaid to create a recognition of the dominant culture as misrepresentation. While irony has been used for centuries as a political tool, what is unique about the digitally produced and disseminated cultures created through visual ironies after 9/11 is that these expressions explicitly reference again and again a desire for accountability. Much could be said about the history of political satire, and if space permitted I would develop here my discussion of affect and parody, best excavated beginning with a history of political satire moving up to current “fair use legislation” which legally protects those who perform parody, one subset of satire. A more general comment on the relation of humor to politics helps set a context for the relationship of satire to contemporary political transmissions I address. Humor … helps one only to bear somewhat better the unalterable; sometimes it reminds both the mighty and the weak that they are not to be taken seriously. …One’s understanding of political jokes obviously depends on one’s understanding of politics. At one level, politics is always a struggle for power. Along with persuasion and lies, advice and flattery, tokens of esteem and bribery, banishment and violence, obedience and treachery, the joke belongs to the rich treasury of the instruments of politics. We often hear that the political joke is an offensive weapon with which an aggressive, politically engaged person makes the arrangements or precautions of an opponent seem ridiculous. But even when political jokes serve defensive purposes, they are nonetheless weapons (Speier and Jackall 1998, 1352). The productions I am studying I define as digital dissent: the use of new media to engage in tactical media, culture jamming, or online civic participation that interrupts mainstream media narratives. The sites I am studying include multimedia memes, blogs, and mirrored streaming of cable-channel Comedy Central’s highly popular news satire. These three examples illustrate a key tension embedded in the activity of transmission: in their form (satirical) and content (U.S. mainstream media and U.S. politicians and mistakes) they critique prevailing (dominant) transmissions of mainstream media, and perform this transmission using mainstream media as the transmitter. The use of the existing forms to critique those same forms helpfully defines “tactical media,” so that, ironically, the transmission of mainstream news is satirized through content and form while in turn being transmitted via corporate-owned news show. The following illustrations of digital dissent employ irony and satire to transmit the contradictory emotional sensibilities: on the one hand, the awareness that all truth claims are constructed and on the other, a longing for truthful accountability from politicians and media. The Daily Show with Jon Stewart The Daily Show (TDS) with Jon Stewart is a highly-popular news satire. “The most trusted name in fake news” is transmitted four nights a week in the U.S. and Canada on cable television and often on another local network channel. TDS format uses “real” news clips from mainstream media – generally about Washington D.C. politics – and offers satirical and ironic commentary about the media representations as well as about the actions and speech of the politicians represented. Aired in Europe through CNN as well througha half-hour once weekly version, TDS is also streamed online both through Comedy Central’s official site as well as on mirrored independent streaming. The Daily Show has been airing for 6 years, has 1.7 million television viewers, a wide audience who view TDS online, and a larger segment of age 18-31 viewers than any other U.S. nightly news show (Friend 28). Jon Stewart has become an icon of a cross-partisan North American critique of George W. Bush in particular (though Stewart claims himself as non-partisan). Particularly since his appearance on CNN news debate show Crossfire and now poised to host the Academy Awards (two days until Oscar broadcast as I write), Jon Stewart emblematizes a faith in democracy, and demand for media accountability to standards of civic discourse seen as central to democracy. (In a March 2, 2006 blog-letter to Jon Stewart, Ariana Huffington warns him against losing his current political legitimacy by blowing it at the Oscars: “Interjecting too much political commentary – no matter how trenchant or hilarious – is like interrupting the eulogy at a funeral to make a political point … . At the same time, there is no denying the fact, Jon, that you are going to have the rapt attention of some 40 million Americans. Or that political satire – done right – can alter people’s perceptions (there’s a reason emperors have always banned court jesters in times of crisis). Or that a heaping dose of your perception-altering mockery would do the American body politic a load of good.”) “Stop hurting America” Stewart pleads with two mainstream news show hosts on the now-infamous Crossfire appearance, (an 11 minute clip easily found online or through ifilm.com). Stewart’s public shaming of mainstream media as partisan hackery theatre, “helping corporations and leaving all of us alone to mow our lawns,” became the top-cited media event in the blogosphere in 2004. The satirical form of The Daily Show illustrates how the unsaid functions as truth. Within the range of roles classically defined within the history of humor and satire, Jon Stewart represents the court jester (Jones). First, the unsaid often occurs literally through Stewart’s responses to material: the camera often shows simply his facial expression and speechlessness, which “says it all.” The unsaid also occurs visually through the ironic adoption of the familiar visuals of a news show: for example, situating the anchor person (Stewart) behind his obscenely large news desk. Part of this unsaid is an implicit questioning of the performed legitimacy of a news report. For viewers, The Daily Show displaces a dominant and enforced hegemonic cultural pastime: individuals in isolated living rooms tuned in to (and alienated by) the 11 o’clock dose of media spin about politicians’ and military versions of reality have been replaced by a new virtual solidarity of 1.2 million living rooms who share a recognition of deception. Ironically, as Bill Moyers expresses to Jon Stewart, “but when I report the news on this broadcast, people say I’m making it up. When you make it up, they say you’re telling the truth” (“Transcript”). The unsaid also functions by using actual existing logics, discourses, and even various familiar reiterated truth claims (the location of WMD; claims made by Hans Blix, etc.) and shifting the locutionary context of these slightly in order to create irony – putting “real” words into displaced contexts in a way that reveals the constructed-ness of the “real” and thereby creates an unsaid, shared commentary about the experience of feeling deceived by the media and by the Pentagon. Through its use of both “real” news footage combined with ironic “false” commentary, The Daily Show allows viewers to occupy the simultaneous space of cynicism and desire for truth: pleasure and satisfaction followed by a moment of panic or horror. Bush in 30 Seconds The Bushin30seconds campaign was begun by the organization MoveOn, who solicited entries from the public and received over 500 which were streamed as QuickTime videos on their Website. The guidelines were to use the form of a campaign ad, and the popularly-selected winner would be aired on major network television during the 2004 Superbowl. The majority of the Bushin30Seconds ads include content that directly addresses Bush’s deception and make pleas for truth, many explicitly addressing the demand for truth, the immorality of lies, and the problems that political deception pose for democracy (along with a research team, I am currently working on a three year project analyzing all of these in terms of their content, rhetorical form, and discursive strategies and will be surveying and interviewing the producers of the Bushin30Seconds. Our other two sites of study include political blogs about the U.S. invasion of Iraq, and online networks sparked by The Daily Show). The demand for truthfulness is well exemplified in the ad called “Polygraph” (see also #27 A Big Puzzle). This ad invokes a simulated polygraph – the polygraph being a classic instrument of rational positivism and surveillance – which measures for the viewer the “truth” quotient of Bush’s own “real” words. Of course, the polygraph is not actually connected to Bush’s body, and hence offers a visual symbolic “stand in” for the viewer’s own internal or collectively shared sensibility or truth meter. Illustrating my central argument about the expressed desire for truthfulness, the ad concludes with the phrase “Americans are dying for the truth.” Having examined 150 ads, it is remarkable how many of these – albeit via different cultural forms ranging from hip hop to animation to drama to pseudo-advertisement for a toy action figure – make a plea for accountability, not only on behalf of one’s own desire but often out of altruistic concern for others. The Yes Men I offer one final example to illustrate transmissions that disrupt dominant discourses. The Yes Men began their work when they created a website which “mirrored” the World Trade Organization site. Assumed to represent the WTO, they were subsequently offered invitations to give keynotes at various international conferences and press meetings of CEOs and business people. (Their work is documented in an hour-long film titled The Yes Men available at many video outlets and through their web site.) The main yes man, Bichlbaum, arrives to these large international meetings with careful attire and speech, and offers a straight-faced keynote with subversive content. For example, at a textile conference he suggests that slavery had been a very profitable form of labor and might be reintroduced as alternative to unionized labor. At another conference, he announced that the WTO had decided to disband because it has realized it is only causing harm to international trade and economy. In December 2004, the Yes Men struck again when they were invited by the BBC as representatives of DOW chemical on the 20th anniversary of the Union Carbide Bhopal accident in India. Those who watched the BBC news and Channel 4 and the hundreds of thousands who viewed these clips afterwards are made aware of the anniversary of the worst chemical accident in history; are apprised of the ongoing effects on the people of Bhopal; and hear an unusual primetime soundbyte lambasting the utter absence of social responsibility of corporations such as Dow Chemical. The Yes Men illustrate what some might call tactical media, some might call media terrorism, and what some aspire to in their own activism. “They compare their work to that of a “funhouse mirror” – exaggerating hideous features. ‘We do that kind of exaggeration operation, but with ideas. We agree with people – turning up the volume on their ideas as we talk, until they can see their ideas distorted in our funhouse mirror. Or that’s what we try to do anyhow. As it turns out, the image always seems to look normal to them,’ Bichlbaum said” (Marchlewski). Another article describes their goal as follows: When newspapers and television stations out their acts, it’s not just the Yes Men who get attention, but also the issues they address … . The impersonations, which the two call identity corrections, are intended to show, in a colorful and humorous way, what they say are errors of corporate and government ways. (Marchlewski 2005) In conclusion, these three examples illustrate the new media terrain of access and distribution which enables transmissions that arguably construct significant new public spheres constructed around a desire for truthfulness and accountability. While some may prefer “civil society,” I find the concept of a public useful because its connotations imply less regimentation. If the public sphere is in part constructed through the reflexive circulation of discourse, the imaginary relation with strangers, and with affect as a social glue (my addition to Michael Warner’s six features of a public), we have described some of the ways in which counterpublics are produced (Warner 2002; Boler, forthcoming). If address (the circulation and reception of a cultural production under consideration) in part constructs a public, how does one imagine the interactivity between the listener/bystander/participant and the broadcast or image? To what extent do the kinds of transmission I have discussed here invite new kinds of multi-directional interactivity, and to what extent do they replicate problematic forms of broadcast? Which kind of subject is assumed or produced by different “mediated” publics? What is the relationship of discourse and propaganda to action and materiality? These are some of the eternally difficult questions raised when one analyzes ideology and culture in relation to social change. It is indeed very difficult to trace what action follows from any particular discursive construction of publics. One can think of the endings of the 150 Finalists in the Bush in30 Seconds campaign, each with an explicit or implicit imperative: “think!” or “act!” What subject is hailed and invoked, and what relationship might exist between the invocation or imagining of that listener and that listener’s actual reception and translation of any transmission? The construction of a public through address is a key feature of the politics of representation and visions of social change through cultural production. Each of the three sites of productions I have analyzed illustrate a renewed call for faith in media as an institution which owes a civic responsibility to democracy. The iterations of calls for truthful accounts from media and politicians stand in tension with the simultaneous recognition of the complex social construction of any and all truth claims. The uncertainty about whether such transmissions constitute “an old form of parody and satire…or a new form of journalism” reflects the ongoing paradox of what Jon Stewart describes as a “new form of desperation.” For those who live in Western democracies, I suggest that the study of political transmission is best understood within this moment of convergence and paradox when we are haunted by paradoxical desires for truths. References “American Daily.” 7 Nov. 2003 http://www.americandaily.com/article/5951>. Boler, Megan. “Mediated Publics and the Crises of Democracy.” Philosophical Studies in Education 37 (2006, forthcoming), eds. Justen Infinito and Cris Mayo. Colebrook, Claire. Irony. London: Routledge, 2004. Jameson, Frederic. “Postmodernism and Consumer Society.” The Anti-Aesthetic. Ed. H. Foster. Seattle: Bay Press, 1983. Jones, Jeffrey. Entertaining Politics: New Political Television and Civic Culture. New York: Rowman and Littlefield Publishers, 2004. Fletcher, M.D. Contemporary Political Satire. New York: University Press of America, 1987. Friend, Tad. “Is It Funny Yet? Jon Stewart and the Comedy of Crisis”. The New Yorker 77.47 (11 Feb. 2002): 28(7). Huffington, Ariana. “Memo to Jon Stewart: Tread Lightly and Carry a Big Schtick.” 2 March 2006. 4 March 2006 http://www.huffingtonpost.com/arianna-huffington/memo-to-jon-stewart-trea_b_16642.html>. Latour, Bruno. “Why Has Critique Run Out of Steam? From Matters of Fact to Matters of Concern.” Critical Inquiry 30.2 (2004). http://www.uchicago.edu/research/jnl-crit-inq/issues/v30/30n2.Latour.html>. Marchlewski, Kathie. “Hoaxsters Target Dow, Midland Daily News.” 20 May 2005 http://www.theyesmen.org/articles/dowagmmidlanddailynews.html>. Speier, Hans, & Robert Jackall. “Wit and Politics: An Essay on Laughter and Power.” The American Journal of Sociology 103.5 (1998): 1352. “The News Hour with Jim Lehrer.” 8 Dec. 2005. http://www.pbs.org/newshour/bb/fedagencies/july-dec05/rumsfeld_12-08.html>. “Transcript – Bill Moyers Inverviews Jon Stewart.” 7 Nov. 2003 . Warner, Michael. “Publics and Counterpublics.” Public Culture 14.1 (2002): 49-90. Citation reference for this article MLA Style Boler, Megan. "The Transmission of Political Critique after 9/11: “A New Form of Desperation”?." M/C Journal 9.1 (2006). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0603/11-boler.php>. APA Style Boler, M. (Mar. 2006) "The Transmission of Political Critique after 9/11: “A New Form of Desperation”?," M/C Journal, 9(1). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0603/11-boler.php>.

In the contemporary era, media spectacle organizes and mobilizes economic life, political conflict, social interactions, culture, and everyday life. My recently published book Media Spectacle explores a profusion of developments in hi-tech culture, media-driven society, and spectacle politics. Spectacle culture involves everything from film and broadcasting to Internet cyberculture and encompasses phenomena ranging from elections to terrorism and to the media dramas of the moment. For ‘Logo’, I am accordingly sketching out briefly a terrain I probe in detail in the book from which these examples are taken.1 During the past decades, every form of culture and significant forms of social life have become permeated by the logic of the spectacle. Movies are bigger and more spectacular than ever, with high-tech special effects expanding the range of cinematic spectacle. Television channels proliferate endlessly with all-day movies, news, sports, specialty niches, re-runs of the history of television, and whatever else can gain an audience. The rock spectacle reverberates through radio, television, CDs, computers networks, and extravagant concerts. The Internet encircles the world in the spectacle of an interactive and multimedia cyberculture. Media culture excels in creating megaspectacles of sports championships, political conflicts, entertainment, "breaking news" and media events, such as the O.J. Simpson trial, the Death of Princess Diana, or the sex or murder scandal of the moment. Megaspectacle comes as well to dominate party politics, as the political battles of the day, such as the Clinton sex scandals and impeachment, the 36 Day Battle for the White House after Election 2000, and the September 11 terrorist attacks and subsequent Terror War. These dramatic media passion plays define the politics of the time, and attract mass audiences to their programming, hour after hour, day after day. The concept of "spectacle" derives from French Situationist theorist Guy Debord's 1972 book Society of the Spectacle. "Spectacle," in Debord's terms, "unifies and explains a great diversity of apparent phenomena" (Debord 1970: #10). In one sense, it refers to a media and consumer society, organized around the consumption of images, commodities, and spectacles. Spectacles are those phenomena of media culture which embody contemporary society's basic values, and dreams and nightmares, putting on display dominant hopes and fears. They serve to enculturate individuals into its way of life, and dramatize its conflicts and modes of conflict resolution. They include sports events, political campaigns and elections, and media extravaganzas like sensational murder trials, or the Bill Clinton sex scandals and impeachment spectacle (1998-1999). As we enter a new millennium, the media are becoming ever more technologically dazzling and are playing an increasingly central role in everyday life. Under the influence of a postmodern image culture, seductive spectacles fascinate the denizens of the media and consumer society and involve them in the semiotics of a new world of entertainment, information, a semiotics of a new world of entertainment, information, and drama, which deeply influence thought and action. For Debord: "When the real world changes into simple images, simple images become real beings and effective motivations of a hypnotic behavior. The spectacle as a tendency to make one see the world by means of various specialized mediations (it can no longer be grasped directly), naturally finds vision to be the privileged human sense which the sense of touch was for other epochs; the most abstract, the most mystifiable sense corresponds to the generalized abstraction of present day society" (#18). Today, however, I would maintain it is the multimedia spectacle of sight, sound, touch, and, coming to you soon, smell that constitutes the multidimensional sense experience of the new interactive spectacle. For Debord, the spectacle is a tool of pacification and depoliticization; it is a "permanent opium war" (#44) which stupefies social subjects and distracts them from the most urgent task of real life -- recovering the full range of their human powers through creative praxis. The concept of the spectacle is integrally connected to the concept of separation and passivity, for in passively consuming spectacles, one is separated from actively producing one's life. Capitalist society separates workers from the products of their labor, art from life, and consumption from human needs and self-directing activity, as individuals passively observe the spectacles of social life from within the privacy of their homes (#25 and #26). The situationist project by contrast involved an overcoming of all forms of separation, in which individuals would directly produce their own life and modes of self-activity and collective practice. Since Debord's theorization of the society of the spectacle in the 1960s and 1970s, spectacle culture has expanded in every area of life. In the culture of the spectacle, commercial enterprises have to be entertaining to prosper and as Michael J. Wolf (1999) argues, in an "entertainment economy," business and fun fuse, so that the E-factor is becoming major aspect of business.2 Via the "entertainmentization" of the economy, television, film, theme parks, video games, casinos, and so forth become major sectors of the national economy. In the U.S., the entertainment industry is now a $480 billion industry, and consumers spend more on having fun than on clothes or health care (Wolf 1999: 4).3 In a competitive business world, the "fun factor" can give one business the edge over another. Hence, corporations seek to be more entertaining in their commercials, their business environment, their commercial spaces, and their web sites. Budweiser ads, for instance, feature talking frogs who tell us nothing about the beer, but who catch the viewers' attention, while Taco Bell deploys a talking dog, and Pepsi uses Star Wars characters. Buying, shopping, and dining out are coded as an "experience," as businesses adopt a theme-park style. Places like the Hard Rock Cafe and the House of Blues are not renowned for their food, after all; people go there for the ambience, to buy clothing, and to view music and media memorabilia. It is no longer good enough just to have a web site, it has to be an interactive spectacle, featuring not only products to buy, but music and videos to download, games to play, prizes to win, travel information, and "links to other cool sites." To succeed in the ultracompetitive global marketplace, corporations need to circulate their image and brand name so business and advertising combine in the promotion of corporations as media spectacles. Endless promotion circulates the McDonald’s Golden Arches, Nike’s Swoosh, or the logos of Apple, Intel, or Microsoft. In the brand wars between commodities, corporations need to make their logos or “trademarks” a familiar signpost in contemporary culture. Corporations place their logos on their products, in ads, in the spaces of everyday life, and in the midst of media spectacles like important sports events, TV shows, movie product placement, and wherever they can catch consumer eyeballs, to impress their brand name on a potential buyer. Consequently, advertising, marketing, public relations and promotion are an essential part of commodity spectacle in the global marketplace. Celebrity too is manufactured and managed in the world of media spectacle. Celebrities are the icons of media culture, the gods and goddesses of everyday life. To become a celebrity requires recognition as a star player in the field of media spectacle, be it sports, entertainment, or politics. Celebrities have their handlers and image managers to make sure that their celebrities continue to be seen and positively perceived by publics. Just as with corporate brand names, celebrities become brands to sell their Madonna, Michael Jordan, Tom Cruise, or Jennifer Lopez product and image. In a media culture, however, celebrities are always prey to scandal and thus must have at their disposal an entire public relations apparatus to manage their spectacle fortunes, to make sure their clients not only maintain high visibility but keep projecting a positive image. Of course, within limits, “bad” and transgressions can also sell and so media spectacle contains celebrity dramas that attract public attention and can even define an entire period, as when the O.J. Simpson murder trials and Bill Clinton sex scandals dominated the media in the mid and late 1990s. Entertainment has always been a prime field of the spectacle, but in today's infotainment society, entertainment and spectacle have entered into the domains of the economy, politics, society, and everyday life in important new ways. Building on the tradition of spectacle, contemporary forms of entertainment from television to the stage are incorporating spectacle culture into their enterprises, transforming film, television, music, drama, and other domains of culture, as well as producing spectacular new forms of culture such as cyberspace, multimedia, and virtual reality. For Neil Gabler, in an era of media spectacle, life itself is becoming like a movie and we create our own lives as a genre like film, or television, in which we become "at once performance artists in and audiences for a grand, ongoing show" (1998: 4). On Gabler’s view, we star in our own "lifies," making our lives into entertainment acted out for audiences of our peers, following the scripts of media culture, adopting its role models and fashion types, its style and look. Seeing our lives in cinematic terms, entertainment becomes for Gabler "arguably the most pervasive, powerful and ineluctable force of our time--a force so overwhelming that it has metastasized into life" to such an extent that it is impossible to distinguish between the two (1998: 9). As Gabler sees it, Ralph Lauren is our fashion expert; Martha Stewart designs our sets; Jane Fonda models our shaping of our bodies; and Oprah Winfrey advises us on our personal problems.4 Media spectacle is indeed a culture of celebrity who provide dominant role models and icons of fashion, look, and personality. In the world of spectacle, celebrity encompasses every major social domain from entertainment to politics to sports to business. An ever-expanding public relations industry hypes certain figures, elevating them to celebrity status, and protects their positive image in the never-ending image wars and dangers that a celebrity will fall prey to the machinations of negative-image and thus lose celebrity status, and/or become figures of scandal and approbation, as will some of the players and institutions that I examine in Media Spectacle (Kellner 2003). Sports has long been a domain of the spectacle with events like the Olympics, World Series, Super Bowl, World Soccer Cup, and NBA championships attracting massive audiences, while generating sky-high advertising rates. These cultural rituals celebrate society's deepest values (i.e. competition, winning, success, and money), and corporations are willing to pay top dollar to get their products associated with such events. Indeed, it appears that the logic of the commodity spectacle is inexorably permeating professional sports which can no longer be played without the accompaniment of cheerleaders, giant mascots who clown with players and spectators, and raffles, promotions, and contests that feature the products of various sponsors. Sports stadiums themselves contain electronic reproduction of the action, as well as giant advertisements for various products that rotate for maximum saturation -- previewing environmental advertising in which entire urban sites are becoming scenes to boost consumption spectacles. Arenas, like the United Center in Chicago, America West Arena in Phoenix, on Enron Field in Houston are named after corporate sponsors. Of course, after major corporate scandals or collapse, like the Enron spectacle, the ballparks must be renamed! The Texas Ranger Ballpark in Arlington, Texas supplements its sports arena with a shopping mall, office buildings, and a restaurant in which for a hefty price one can watch the athletic events while eating and drinking.5 The architecture of the Texas Rangers stadium is an example of the implosion of sports and entertainment and postmodern spectacle. A man-made lake surrounds the stadium, the corridor inside is modeled after Chartes Cathedral, and the structure is made of local stone that provides the look of the Texas Capitol in Austin. Inside there are Texas longhorn cattle carvings, panels of Texas and baseball history, and other iconic signifiers of sports and Texas. The merging of sports, entertainment, and local spectacle is now typical in sports palaces. Tropicana Field in Tampa Bay, Florida, for instance, "has a three-level mall that includes places where 'fans can get a trim at the barber shop, do their banking and then grab a cold one at the Budweiser brew pub, whose copper kettles rise three stories. There is even a climbing wall for kids and showroom space for car dealerships'" (Ritzer 1998: 229). Film has long been a fertile field of the spectacle, with "Hollywood" connoting a world of glamour, publicity, fashion, and excess. Hollywood film has exhibited grand movie palaces, spectacular openings with searchlights and camera-popping paparazzi, glamorous Oscars, and stylish hi-tech film. While epic spectacle became a dominant genre of Hollywood film from early versions of The Ten Commandments through Cleopatra and 2001 in the 1960s, contemporary film has incorporated the mechanics of spectacle into its form, style, and special effects. Films are hyped into spectacle through advertising and trailers which are ever louder, more glitzy, and razzle-dazzle. Some of the most popular films of the late 1990s were spectacle films, including Titanic, Star Wars -- Phantom Menace, Three Kings, and Austin Powers, a spoof of spectacle, which became one of the most successful films of summer 1999. During Fall 1999, there was a cycle of spectacles, including Topsy Turvy, Titus, Cradle Will Rock, Sleepy Hollow, The Insider, and Magnolia, with the latter featuring the biblical spectacle of the raining of frogs in the San Fernando Valley, in an allegory of the decadence of the entertainment industry and deserved punishment for its excesses. The 2000 Academy Awards were dominated by the spectacle Gladiator, a mediocre film that captured best picture award and best acting award for Russell Crowe, thus demonstrating the extent to which the logic of the spectacle now dominates Hollywood film. Some of the most critically acclaimed and popular films of 2001 are also hi-tech spectacle, such as Moulin Rouge, a film spectacle that itself is a delirious ode to spectacle, from cabaret and the brothel to can-can dancing, opera, musical comedy, dance, theater, popular music, and film. A postmodern pastiche of popular music styles and hits, the film used songs and music ranging from Madonna and the Beatles to Dolly Parton and Kiss. Other 2001 film spectacles include Pearl Harbor, which re-enacts the Japanese attack on the U.S. that propelled the country to enter World War II, and that provided a ready metaphor for the September 11 terror attacks. Major 2001 film spectacles range from David Lynch’s postmodern surrealism in Mulholland Drive to Steven Spielberg’s blending of his typically sentimental spectacle of the family with the formalist rigor of Stanley Kubrick in A.I. And the popular 2001 military film Black-Hawk Down provided a spectacle of American military heroism which some critics believed sugar-coated the actual problems with the U.S. military intervention in Somalia, causing worries that a future U.S. adventure by the Bush administration and Pentagon would meet similar problems. There were reports, however, that in Somalian cinemas there were loud cheers as the Somalians in the film shot down the U.S. helicopter, and pursued and killed American soldiers, attesting to growing anti-American sentiment in the Muslim world against Bush administration policies. Television has been from its introduction in the 1940s a promoter of consumption spectacle, selling cars, fashion, home appliances, and other commodities along with consumer life-styles and values. It is also the home of sports spectacle like the Super Bowl or World Series, political spectacles like elections (or more recently, scandals), entertainment spectacle like the Oscars or Grammies, and its own spectacles like breaking news or special events. Following the logic of spectacle entertainment, contemporary television exhibits more hi-tech glitter, faster and glitzier editing, computer simulations, and with cable and satellite television, a fantastic array of every conceivable type of show and genre. TV is today a medium of spectacular programs like The X-Files or Buffy, the Vampire Slayer, and spectacles of everyday life such as MTV's The Real World and Road Rules, or the globally popular Survivor and Big Brother series. Real life events, however, took over TV spectacle in 2000-2001 in, first, an intense battle for the White House in a dead-heat election, that arguably constitutes one of the greatest political crimes and scandals in U.S. history (see Kellner 2001). After months of the Bush administration pushing the most hardright political agenda in memory and then deadlocking as the Democrats took control of the Senate in a dramatic party re-affiliation of Vermont’s Jim Jeffords, the world was treated to the most horrifying spectacle of the new millennium, the September 11 terror attacks and unfolding Terror War that has so far engulfed Afghanistan and Iraq. These events promise an unending series of deadly spectacle for the foreseeable future.6 Hence, we are emerging into a new culture of media spectacle that constitutes a novel configuration of economy, society, politics, and everyday life. It involves new cultural forms, social relations, and modes of experience. It is producing an ever-proliferating and expanding spectacle culture with its proliferating media forms, cultural spaces, and myriad forms of spectacle. It is evident in the U.S. as the new millennium unfolds and may well constitute emergent new forms of global culture. Critical social theory thus faces important challenges in theoretically mapping and analyzing these emergent forms of culture and society and the ways that they may contain novel forms of domination and oppression, as well as potential for democratization and social justice. Works Cited Debord, Guy. Society of the Spectacle. Detroit: Black and Red, 1967. Gabler, Neil. Life the Movie. How Entertainment Conquered Reality. New York: Alfred A. Knopf, 1998. Kellner, Douglas. Grand Theft 2000. Lanham, Md.: Rowman and Littlefield, 2001. Kellner, Douglas. From 9/11 to Terror War: Dangers of the Bush Legacy. Lanham, Md.: Rowman and Littlefield, 2003. Kellner, Douglas. Media Spectacle. London and New York: Routledge, 2003. Ritzer, George. The McDonaldization Thesis: Explorations and Extensions. Thousand Oaks, Cal. and London: Sage, 1998. Wolf, Michael J. Entertainment Economy: How Mega-Media Forces are Transforming Our Lives. New York: Times Books, 1999. Notes 1 See Douglas Kellner, Media Spectacle. London and New York: Routledge, 2003. 2 Wolf's book is a detailed and useful celebration of the "entertainment economy," although he is a shill for the firms and tycoons that he works for and celebrates them in his book. Moreover, while entertainment is certainly an important component of the infotainment economy, it is an exaggeration to say that it drives it and is actually propelling it, as Wolf repeatedly claims. Wolf also downplays the negative aspects of the entertainment economy, such as growing consumer debt and the ups and downs of the infotainment stock market and vicissitudes of the global economy. 3 Another source notes that "the average American household spent $1,813 in 1997 on entertainment -- books, TV, movies, theater, toys -- almost as much as the $1,841 spent on health care per family, according to a survey by the US Labor Department." Moreover, "the price we pay to amuse ourselves has, in some cases, risen at a rate triple that of inflation over the past five years" (USA Today, April 2, 1999: E1). The NPD Group provided a survey that indicated that the amount of time spent on entertainment outside of the home –- such as going to the movies or a sport event – was up 8% from the early to the late 1990s and the amount of time in home entertainment, such as watching television or surfing the Internet, went up 2%. Reports indicate that in a typical American household, people with broadband Internet connections spend 22% more time on all-electronic media and entertainment than the average household without broadband. See “Study: Broadband in homes changes media habits” (PCWORLD.COM, October 11, 2000). 4 Gabler’s book is a synthesis of Daniel Boorstin, Dwight Macdonald, Neil Poster, Marshall McLuhan, and other trendy theorists of media culture, but without the brilliance of a Baudrillard, the incisive criticism of an Adorno, or the understanding of the deeper utopian attraction of media culture of a Bloch or Jameson. Likewise, Gabler does not, a la cultural studies, engage the politics of representation, or its economics and political economy. He thus ignores mergers in the culture industries, new technologies, the restructuring of capitalism, globalization, and shifts in the economy that are driving the impetus toward entertainment. Gabler does get discuss how new technologies are creating new spheres of entertainment and forms of experience and in general describes rather than theorizes the trends he is engaging. 5 The project was designed and sold to the public in part through the efforts of the son of a former President, George W. Bush. Young Bush was bailed out of heavy losses in the Texas oil industry in the 1980s by his father's friends and used his capital gains, gleaned from what some say as illicit insider trading, to purchase part-ownership of a baseball team to keep the wayward son out of trouble and to give him something to do. The soon-to-be Texas governor, and future President of the United States, sold the new stadium to local taxpayers, getting them to agree to a higher sales tax to build the stadium which would then become the property of Bush and his partners. This deal allowed Bush to generate a healthy profit when he sold his interest in the Texas Rangers franchise and to buy his Texas ranch, paid for by Texas tax-payers (for sources on the scandalous life of George W. Bush and his surprising success in politics, see Kellner 2001 and the further discussion of Bush Jr. in Chapter 6). 6 See Douglas Kellner, From 9/11 to Terror War: Dangers of the Bush Legacy. Lanham, Md.: Rowman and Littlefield Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Kellner, Douglas. "Engaging Media Spectacle " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/09-mediaspectacle.php>. APA Style Kellner, D. (2003, Jun 19). Engaging Media Spectacle . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/09-mediaspectacle.php>

A politician’s political and personal selves have been in the spotlight of academic scholarship for hundreds of years, but only in recent years has a political ‘persona’ obtained new modes of mediation via networked media. New advancements in politics, technology, and media brought challenges to the traditional politics and personal self-representation of major leaders. Vladimir Putin’s divorce announcement in June 2013, posed a new challenge for his political self-mediation. A rather reserved leader (Loshak), he nonetheless broadcast his personal news to the large audience and made it in a very peculiar way, causing the media professionals and public to draw parallels with Soviet-era mediated politics and thereby evoke collective memories. This paper studies how Vladimir Putin’s divorce announcement was constructed and presented and also what response and opinion threads—satirical and humorous, ignorant and informed feedback—it achieved via media professionals and the general Twitter audience. Finally, this study aims to evaluate how Vladimir Putin’s political ‘persona’ was represented and perceived via these mixed channels of communication.According to classic studies of mediated political persona (Braudy; Meyrowitz; Corner), any public activity of a political persona is considered a part of their political performance. The history of political marketing can be traced back to ancient times, but it developed through the works of Renaissance and Medieval thinkers. Of particular prominence is Machiavelli’s The Prince with its famous “It is unnecessary for the prince to have all the good qualities I have enumerated, but it is very necessary to appear to have them” (cited in Corner 68). All those centuries-built developments and patterns of political self-representation have now taken on new forms as a result of the development of media industry and technology. Russian mediated politics has seen various examples of new ways of self-representation exercised by major politicians in the 2010s. For instance, former president Dmitry Medvedev was known as the “president with an iPad” (Pronina), as he was advocating technology and using social networks in order to seem more approachable and appear to be responsive to collecting feedback from the nation. Traditional media constantly highlighted Medvedev’s keen interest in Facebook and Twitter, which resulted in a growing public assumption that this new modern approach to self-representation may signify a new approach to governance (see Asmolov).Goffman’s classic study of the distinction between public and private life helps in linking political persona to celebrity persona. In his view the political presentation of self differs from the one in popular culture because politicians as opposed to entertainers have to conform to a set of ideals, projections, social stereotypes and cultural/national archetypes for their audience of voters (Goffman; Corner). A politician’s public persona has to be constantly reaffirming and proving the values he or she is promoting through their campaigns. Mediations of a political personhood can be projected in three main modes: visual, vocal, and kinetic (Ong; Mayhew; Corner). Visual representation follows the iconic paintings and photography in displaying the position, attitude, and associative contexts related to that. Vocal representation covers both content and format of a political speech, it is not only the articulated message, but also more important the persona speaking. Ong describes this close relation of the political and personal along with the interrelation of the message and the medium as “secondary orality”—voice, tone and volume make the difference. The third mode is kinetic representation and means the political persona in action and interaction. Overlapping of different strategies and structures of political self-representation fortifies the notion of performativity (Corner and Pels) in politics that becomes a core feature of the multidimensional representation of a mediated political self.The advancement of electronic media and interactive platforms has influenced political communication and set the new standard for the convergence of the political and personal life of a politician. On its own, the President Clinton/Monica Lewinsky affair raised the level of public awareness of the politician’s private life. It also allowed for widely distributed, contested, and mediated judgments of a politician’s personal actions. Lawrence and Bennett in their study of Lewinsky case’s academic and public response state that although the majority of American citizens did not expect the president to be the moral leader, they expressed ambivalence in their rendition of the importance of “moral leadership” by big politicians (438). The President Clinton/Lewinsky case adds a new dimension to Goffman and Corner’s respective discussions on the significance of values in the political persona self-representation. This case proves that values can not only be reinforced by one’s public persona, but those values can be (re)constructed by the press or public opinion. Values are becoming a contested trait in the contemporary mediated political persona. This view can be supported by Dmitry Medvedev’s case: although modern technology was known as his personal passion, it was publicised only with reference to his role as a public politician and specifically when Medvedev appeared with an iPad talking about modernisation at major meetings (Pronina). However, one can argue that one’s charisma can affect the impact of values in public self-representation of the politician. In addition, social networks add a new dimension to personified publicity. From Barack Obama’s ‘Yes We Can’ networked campaign in 2008 and through many more recent examples, we are witnessing the continuing process of the personalisation of politics (Corner and Pels). From one point of view, audiences tend to have more interest and sympathy in political individuals and their lifestyles rather than political parties and their programmes (Lawrence and Bennett; Corner and Pels). It should be noted that the interest towards political individuals does not fall apart from the historical logics of politics; it is only mediated in a new way. Max Weber’s notion of “leadership democracy” proves that political strategy is best distributed through the charismatic leadership imposing his will on the audience. This view can be strengthened by Le Bon’s concept of emotive connection of the leader and his crowd, and Adorno’s writings on the authoritarian personality also highlight the significance of the leader’s own natural and mediated persona in politics. What is new is the channels of mediation—modern audiences’ access to a politician’s private life is facilitated by new forms of media interactivity (Corner and Pels). This recent development calls for the new understanding of “persona” in politics. On one hand, the borderline between private and public becomes blurred and we are more exposed to the private self of a leader, but on the other hand, those politicians aware of new media literacy can create new structures of proximity and distance and construct a separate “persona” online, using digital media for their benefit (Corner and Pels). Russian official politics has developed a cautious attitude towards social networks in the post-Medvedev era - currently, President Vladimir Putin is not known for using social networks personally and transmits his views via his spokesperson. However, his personal charisma makes him overly present in digital media - through the images and texts shared both by his supporters and rivals. As opposed to Medvedev’s widely publicised “modernisation president” representation, Putin’s persona breaks the boundaries of limited traditional publicity and makes him recognised not only for his political activity, but looks, controversial expression, attitude to employees, and even personal life. That brings us back to Goffman, Corner and Lawrence and Bennett’s discussions on the interrelation of political values and personal traits in one’s political self-representation, making it evident that one’s strong personality can dominate over his political image and programme. Moreover, an assumption can be made that a politician’s persona may be more powerful than the narrative suggested by the constructed self-representation and new connotations may arise on the crossroads of this interaction.Russian President Divorce Announcement and Collective MemoryVladimir Putin’s divorce announcement was broadcast via traditional media on 6 June 2013 as a simple news story. The state broadcasting company Vesti-24 sent a journalist Polina Yermolayeva from their news bulletin to cover Vladimir Putin and Lyudmila Putin’s visit to a ballet production, Esmeralda, at the state Kremlin theatre. The news anchor’s introduction to the interview was ordinarily written and had no hints of the upcoming sensation. After the first couple and the journalist had discussed their opinion of the ballet (“beautiful music,” “flawless and light moves”), the reporter Yermolayeva suddenly asked: “You and Lyudmila are rarely seen together in public. Rumour has it that you do not live together. It is true?” Vladimir Putin and his wife exchanged a number of rather pre-scripted speeches stating that the first couple was getting a divorce as the children had grown old enough, and they would still stay friends and wished each other the best of luck. The whole interview lasted 3:25 minutes and became a big surprise for the country (Loshak; Sobchak).When applying the classification of three modes of political personhood (Corner; Ong) to Vladimir Putin’s divorce announcement, it becomes evident that all three modes—visual, vocal, and kinetic—were used. Television audiences watched their president speak freely to the unknown reporter, explain details of his life in his own words so that body language also was visible and conveyed additional information. The visual self-representation harkens back to classic, Soviet-style announcements: Vladimir Putin and Lyudmila Putina are dressed in classic monochrome suit and costume with a skirt respectively. They pose in front of the rather dull yet somewhat golden decorations of the Kremlin Theatre Hall, the walls themselves reflecting the glory and fanfare of the Soviet leadership and architecture. Vladimir Putin and his wife both talk calmly while Lyudmila appears even more relaxed than her husband (Sobchak). Although the speech looks prepared in advance (Loshak), it uses colloquial expressions and is delivered with emotional pauses and voice changes.However, close examination of not only the message but the medium of the divorce announcement reveals a vast number of intriguing symbols and parallels. First, although living in the era of digital media, Vladimir Putin chose to broadcast his personal news through a traditional television channel. Second, it was broadcast in a news programme making the breaking news of the president’s divorce, paradoxically, quite a mundane news event. Third, the semiotic construction of the divorce announcement bore a lot of connotations and synergies to the conservative, Soviet-style information distribution patterns. There are a few key symbols here that evoke collective memories: ballet, conservative political report on the government, and the stereotype of a patriarchal couple with a submissive wife (see Loshak; Rostovskiy). For example, since the perestroika of the 1990s, ballet has been widely perceived as a symbol of big political change and cause of public anxiety (Kachkaeva): this connotation was born in the 1990s when all channels were broadcasting Swan Lake round the clock while the White House was under attack. Holden reminds us that this practice was applied many times during major crises in Soviet history, thus creating a short link in the public subconscious of a ballet broadcast being symbolic of a political crisis or turmoil.Vladimir Putin Divorce: Traditional and Social Media ReceptionIn the first day after the divorce announcement Russian Twitter generated 180,000 tweets about Vladimir Putin’s divorce, and the hashtag #развод (“divorce”) became very popular. For the analysis that follows, Putin divorce tweets were collected by two methods: retrieved from traditional media coverage of Twitter talk on Putin’s divorce and from Twitter directly, using Topsy engine. Tweets were collected for one week, from the divorce announcement on 6 June to 13 June when the discussion declined and became repetitive. Data was collected using Snob.ru, Kommersant.ru, Forbes.ru, other media outlets and Topsy. The results were then combined and evaluated.Some of those tweets provided a satirical commentary to the divorce news and can be classified as “memes.” An “Internet meme” is a contagious message, a symbolic pattern of information spread online (Lankshear and Knobel; Shifman). Memes are viral texts that are shared online after being adjusted/altered or developed on the way. Starting from 1976 when Richard Dawkins coined the term, memes have been under media scholarship scrutiny and the term has been widely contested in various sciences. In Internet research studies, memes are defined as “condensed images that stimulate visual, verbal, musical, or behavioral associations that people can easily imitate and transmit to others” (Pickerel, Jorgensen, and Bennett). The open character of memes makes them valuable tools for political discourse in a modern highly mediated environment.Qualitative analysis of the most popular and widely shared tweets reveals several strong threads and themes round Putin’s divorce discussion. According to Burzhskaya, many users created memes with jokes about the relationship between Vladimir Putin and Prime Minister Dmitry Medvedev. For instance, “He should have tied up his relationship with Dmitry Anatolyevich long ago” or “So actually Medvedev is the case?” were among popular memes generated. Another collection of memework contained a comment that, according to the Russian legislation, Putin’s ex-wife should get half of their wealth, in this case—half of the country. This thread was followed by the discussion whether the separation/border of her share of Russia should use the Ural Mountains as the borderline. Another group of Twitter users applied the Russian president’s divorce announcement to other countries’ politics. Thus one user wrote “Take Yanukovich to the ballet” implying that Ukrainian president Viktor Yanukovich (who was still a legitimate president in June 2013) should also be taken to the ballet to trigger changes in the political life in Ukraine. Twitter celebrity and well-known Russian actress and comedian Tatiana Lazareva wrote “In my opinion, it is a scam”, punning on the slang meaning of the word “razvod” (“divorce”) in Russian that can also mean “fraud” or “con”. Famous Russian journalist Dmitry Olshansky used his Twitter account to draw a historical parallel between Putin and other Russian and Soviet political leaders’ marital life. He noted that such Russian leaders as Tsar Nikolay the Second and Mikhail Gorbachev who loved their wives and were known to be good husbands were not successful managers of the state. In contrast, lone rulers of Russia such as Joseph Stalin proved to be leaders who loved their country first and gained a lot of support from their electorate because of that lonely love. Popular print and online journalist Oleg Kashin picked up on that specific idea: he quoted Vladimir Putin’s press secretary who explained that the president had declared that he would now spend more time working for the prosperity of the country.Twitter users were exchanging not only 140 symbol texts but also satirical images and other visual memes based on the divorce announcement. Those who suggested that Vladimir Putin should have divorced the country instead portrayed Lyudmila Putina and Vladimir holding candles and wearing funereal black with various taglines discussing how the country would now be split. Other users contributed visual memes jamming the television show Bachelor imagery and font with Vladimir Putin’s face and an announcement that the most desirable bachelor in the country is now its president. A similar idea was put into jammed images of the Let’s Get Married television show using Vladimir Putin’s face or name linked with a humorous comment that he could try those shows to find a new wife. One more thread of Twitter memes on Putin’s divorce used the name of Alina Kabaeva, Olympic gymnast who is rumoured by the press to be in relationship with the leader (Daily Mail Reporter). She was mentioned in plenty of visual and textual memes. Probably, the most popular visual meme (Burzhskaya; Topsy) used the one-liner from a famous Soviet comedy Ivan Vasylievich Menyaet Professiyu: it uses a joyful exclamation of an actress who learns that her love interest, a movie director, is leaving his wife so that the lovers can now fly to a resort together. Alina Kabaeva, the purported love interest of Putin, was jammed to be that actress as she announced the “triumphal” resort vacation plan to a girlfriend over the phone.Vladimir Putin’s 2013 divorce announcement presented new challenges for his personal and political self-representation and revealed new traits of the Russian president’s interaction with the nation. As the news of Vladimir and Lyudmila Putin’s divorce was broadcast via traditional media in a non-interactive television format, commentary on the event advanced only through the following week’s media coverage and the massive activity on social networks. It has still to be examined whether Vladimir Putin’s political advisors intentionally included many symbols of collective memory in the original and staid broadcast announcement. However, the response from traditional and social media shows that both Russian journalists and regular Twitter users were inclined to use humour and satire when discussing the personal life of a major political leader. Despite this appearance of an active counter-political sphere via social networks, the majority of tweets retrieved also revealed a certain level of respect towards Vladimir Putin’s privacy as few popular jokes or memes were aggressive, offensive or humiliating. Most popular memes on Vladimir Putin’s divorce linked this announcement to the political life of Russia, the political situation in other countries, and television shows and popular culture. Some of the memes, though, advanced the idea that Vladimir Putin should have divorced the country instead. The analysis also shows how a charismatic leader can affect or reconstruct the “values” he represents. In Vladimir Putin’s divorce event, his personality is the main focus of discussion both by traditional and new media. However, he is not judged for his personal choices as the online social media users provide rather mild commentary and jokes about them. The event and the subsequent online discourse, images and texts not only identify how Putin’s politics have become personified, the research also uncovers how the audience/citizenry online often see the country as a “persona” as well. Some Internet users suggested Putin’s marriage to the country; this mystified, if not mythologised view reinforces Vladimir Putin’s personal and political charisma.Conclusively, Vladimir Putin’s divorce case study shows how political and private persona are being mediated and merged via mixed channels of communication. The ever-changing nature of the political leader portrayal in the mediated environment of the 2010s opens new challenges for further research on the modes and ways for political persona representation in modern Russia.References Adorno, Theodor W. The Authoritarian Personality. New York, 1969 (1950).Ankersmit, Franklin R. Aesthetic Politics: Political Philosophy beyond Fact and Value. Stanford University Press, 1996.Asmolov, Gregory. “The Kremlin’s Cameras and Virtual Potemkin Villages: ICT and the Construction of Statehood.” Bits and Atoms: Information and Communication Technology in Areas of Limited Statehood (2014): 30.Bakhtin, Mikhail Mikhailovich. The Dialogic Imagination: Four Essays. University of Texas Press, 1981.Braudy, Leo. The Frenzy of Renown: Fame & Its History. New York: Oxford University Press, 1986.Burzhskaya, Kseniya. “Galochka, Ti Seichas Umryosh!” [“Galochka, You Are Going to Die!”]. Snob.ru 7 June 2013. 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The World Health Organisation has noted the ageing of the world’s population and has emphasised the growing need for older people’s needs to be considered in a range of contexts (WHO 1999, 2001). In Australia, people over the age of 65 currently constitute approximately 13% of the population (Australian Bureau of Statistics [ABS] 2002), but this number is expected to increase to 24% by 2051 (ABS 1999). As our population ages it will become increasingly necessary to cater to the particular needs of older audiences. This will involve a change in attitudes as the needs of this group have been largely neglected in western cultures and older people continue to be largely invisible in the media (Grossman 1998; Napoli 2002; Thomas and Wolfe 1995). The ubiquity of the written word and our reliance on this medium in almost every aspect of our lives signifies its importance in modern life. Reliance can become problematic when individuals experience difficulties in comprehending text-based communications (Akutsu, Legge, Ross, and Schuebel 1991). This article explains the problems older people can experience when attempting to read text and provides recommendations to enable communicators to enhance text comprehension among older audiences. Older audiences Older people tend to feel generally neglected by the media (Chafetz et al 1998). Previous studies have found that older people are not represented in line with their numbers (Szmigin and Carrigan 2001), and that negative stereotyping of older people is common in the media (de Luce 2001; Nielson and Curry 1997). This cultural bias is reflected in inadequate knowledge and accommodation of the special needs of older audiences when it comes to comprehending text. This has implications not just for the access of older people to sources of news and entertainment, but also for their ability to obtain information important to their health and well-being. Written materials such as brochures are frequently used to disseminate health-related information to older people (Clark et al 1999), and as such there is a need to ensure that we understand how to use text effectively for older audiences. Biological changes Quality of eyesight is closely correlated with age (Wahl and Heyl 2003). Deterioration in eyesight usually becomes noticeable in our 40s and 50s (Stuen and Faye 2003). Stuen and Faye (2003) have described the process by which the structure of the eye changes with age. They note that the lens of the eye thickens, hardens, and becomes yellowish in colour. Reduced elasticity in the lens and a tendency for the cornea to scatter light makes it more difficult for older people to focus their eyes, making reading problematic. The pupil shrinks with age, allowing smaller amounts of light to filter into the eye to assist with vision. This results in the need for brighter reading conditions, but not too bright as glare can also interfere with light entering the deteriorating cornea. As well as physical alterations to the eye, changes in cognitive capacity are also closely associated with ageing (Spotts and Schewe 1989). Wahl and Heyl (2003) postulate that the ageing of the central nervous system results in the deterioration of the neural pathways to the brain resulting in slower cognitive processing, including the processing of visual stimuli. Attentional capacity reduces with age, which means cognitive processing becomes more demanding (Moschis 1992). The outcome of these changes is that the older person experiences increasing difficulty in absorbing new information and evaluating unfamiliar stimuli (Moschis 1994). In particular, it appears more difficult for older audiences to remember new information that contradicts previously learned information (Rice and Okun 1994). Despite these changes in cognitive capacity, older people are reported as being able to assimilate information effectively if given ample time to do so (Moschis 1992; Tongren 1988). In addition, ensuring that new information relates to existing knowledge is likely to enhance comprehension and retention (Clark et al. 1999; Rice and Okun 1994). Implications for text style and presentation Age-related changes in visual acuity and cognitive processing result in the need for modifications in styles and presentation of text to maximise comprehension by older audiences. In terms of text style, font size may need to be slightly larger (Braus 1995), but not too large as people of all ages can experience reading difficulties when text is too large or too small (Akutsu et al. 1991). There are warnings against the use of all upper-case text as this impacts negatively on readability (Braus 1995). Colour may need to be manipulated to maximise contrasts to facilitate text discernment (Fairley et al 1997; Spotts and Schewe 1989). Black on white provides a high level of contrast, while shades of the same colour (for example, dark brown on light brown) provide much lower levels of contrast. Colours in the blue-green range can be particularly difficult for older eyes to discern (Braus 1995; Spotts and Schewe 1989). The use of bright colours such as red, orange, and yellow are recommended as they are relatively easy to distinguish (Clark et al. 1999). Text should be printed on matte rather than glossy paper and presented in non-glare environments to enhance readability (Braus 1995; Spotts and Schewe 1989). In terms of text presentation, the emphasis is on selecting an appropriate message and locating it carefully. There is general consensus that information should be confined to a small number of important points that are communicated simply and explicitly (Clark et al. 1999; Rice and Okun 1994; Spotts and Schewe 1989; Tooth, Clark, and McKenna 2000). This means using concrete terms whenever possible and using abstract terms only when necessary (Clark et al. 1999). It is important to ensure that extraneous information is excluded and the most pertinent information provided first to reduce processing workload (Spotts and Schewe 1989; Tooth et al. 2000). Repetition appears particularly critical in ensuring information is retained by older audiences (Clark et al. 1999). As older readers have greater trouble differentiating between previously learned information and new information (Clark et al. 1999), it is important to ensure that messages contain information that is related to existing knowledge in a way that will enhance assimilation (Rice and Okun 1994). It helps to locate information in uncluttered contexts and to use short lines and paragraphs (Fairley et al. 1997; Spotts and Schewe 1989). Using pictures to reinforce the message in the text can be effective (Moschis 1992), although the pictures should also be concrete rather than abstract (Clark et al. 1999). It is particularly important to test written materials designed for older audiences prior to dissemination to ensure the right messages are being received (Clark et al. 1999; Tooth et al. 2000). To conclude, there co-exists an awareness of population ageing and a cultural bias against older people that has resulted in relatively little knowledge of the optimal design of text for older people. This article has argued that the physical changes associated with aging have significant implications for the design and presentation of text. Steps should thus be taken to ensure that written communications are modified to better meet the needs of older audiences. Works Cited Akutsu, H., G. E. Legge, J. A. Ross, and K. J. Schuebel. "Psychophysics of Reading - X. Effects of Age-Related Changes in Vision". Journal of Gerontology 46.6 (1991): 325-331. Australian Bureau of Statistics. Older People, Australia: A Social Report, Canberra, 1999. Australian Bureau of Statistics. 2001 Census Basic Community Profile and Snapshot, Australia, Canberra, (2002. Braus, P. "Vision in an Aging America". American Demographics 17.6 (1995): 34-38 Chafetz, P. K., H. Holmes, K. Lande, E. Childress, and H. R. Glazer. "Older Adults and the News Media: Utilization, Opinions, and Preferred Reference Terms". Gerontologist 38.4 (1998): 481-489. Clark, K. L., R. AbuSabha, A. von Eye, and C. Achterberg. "Text and Graphics: Manipulating Nutrition Brochures to Maximize Recall". Health Education Research 14.4 (1999): 555-564. de Luce, J. "Silence at the Newsstands". Generations 25.3 (2001): 39-43. Fairley, S., G. P. Moschis, H. M. Meyers, and A. Thiesfeldt. "The Experts Sound Off". Brandweek 38.30 (1997): 24-25. Grossman, L. K. "Aging Viewers: The Best is Yet to Be". Columbia Journalism Review 36.5 (1998): 68. Moschis, G. P. Marketing to Older Consumers. Westport, Connecticut: Quorum, 1992. Moschis, G. P. Marketing Strategies for the Mature Market. Westport, Connecticut, Quorom, 1994. Napoli, P. N. "Audience Valuation and Minority Media: An Analysis of the Determinants of the Value of Radio Audiences". Journal of Broadcasting & Electronic Media 46.2 (2002): 169-184. Nielson, J. and K. Curry. "Creative Strategies for Connecting with Mature Individuals". Journal of Consumer Marketing 14.4 (1997): 310-322. Rice, G. E. and M. A. Okun. "Older Readers' Processing of Medical Information that Contradicts their Beliefs". Journal of Geronotology 49.3 (1994): 119-128. Szmigin, I. and M. Carrigan. "Learning to Love the Older Consumer". Journal of Consumer Behaviour 1.1 (2001): 22-34. Spotts, H. E. and C. D. Schewe. "Communicating with the Elderly Consumer: The Growing Health-Care Challenge". Journal of Health Care Marketing 9.3 (1989): 36-44. Stuen, C. and E. E. Faye. "Vision Loss: Normal and Not Normal Changes among Older Adults". Generations 27.1 (2003): 8-14. Thomas, V. and D. B. Wolfe. "Why Won't Television Grow Up?" American Demographics 17.5 (1995): 24 Tongren, H. N. "Determinant Behavior Characteristics of Older Consumers". Journal of Consumer Affairs 22.1 (1988): 136-157. Tooth, L., M. Clark, and K. McKenna. "Poor Functional Health Literacy: The Silent Disability for Older People". Australasian Journal on Ageing 19.1 (2000): 14-22. Wahl, H. and V. Heyl. "Connections Between Vision, Hearing, and Cognitive Function in Old Age". Generations 27.1 (2003): 39-45. World Health Organization. Action Towards Active Ageing. Geneva, (1999). Available: http://www.who.int/archives/whday/en/pages1999/whd99_8.html. Accessed 13/11/2001. World Health Organization. Health and Ageing: A Discussion Paper. Geneva, 2001. Citation reference for this article MLA Style Pettigrew, Simone. "Creating Text for Older Audiences" M/C: A Journal of Media and Culture <http://www.media-culture.org.au/0401/010-pettigrew.php>. APA Style Pettigrew, S. (2004, Jan 12). Creating Text for Older Audiences. M/C: A Journal of Media and Culture, 7, <http://www.media-culture.org.au/0401/010-pettigrew.php>

The American Broadcasting Company (ABC) Family Network show Switched at Birth tells two stories—one which follows the unique plot of the show, and one about the new openness of television executives toward integrating more people with a variety of visible and invisible physical embodiments, such as hearing loss, into television content. It first aired in 2011 and in 2017 aired its fifth and final season.The show focuses on two teen girls in Kansas City who find out they were switched due to a hospital error on the day of their birth and who grew up with parents who were not biologically related to them. One, Bay Kennish (Vanessa Marano), lives with her wealthy parents—a stay-at-home mom Kathryn (Lea Thompson) and a former professional baseball player, now businessman, father John (D.W. Moffett). She has an older brother Toby (Lucas Grabeel) who is into music. In her high school science class, Bay learns about blood types and discovers her parents’ blood types could not have produced her. The family has professional genetic tests done and discovers the switch (ABC Family, “This Is Not a Pipe”).In the pilot episode, Bay’s parents find out that deaf teen, Daphne Vasquez (Katie Leclerc), is actually their daughter. She lives in a working class Hispanic neighbourhood with her hairdresser single mother Regina (Constance Marie) and grandmother Adrianna (Ivonne Coll), both of whom are of Puerto Rican ancestry. Daphne is deaf due to a case of meningitis when she was three, which the rich Kennishes feel happened because of inadequate healthcare provided by working class Regina. Daphne attends an all-deaf school, Carlton.The man who was thought to be her biological father, Angelo Sorrento (Gilles Marini), doesn’t appear in the show until episode 10 but becomes a series regular in season 2. It becomes apparent that Daphne believes her father left because of her deafness; however, as the first season progresses, the real reasons begin to emerge. From the pilot onwards, the show dives into clashes of language, culture, ethnicity, class, and even physical appearance—in one scene in the pilot, the waspy Kennishes ask Regina if she is “Mexican.” As later episodes reveal, many of these physical appearance issues are revealed to have fractured the Vasquez family early on—Daphne is a freckled, strawberry blonde, and her father (who is French and Italian) suspected infidelity.The two families merge when the Kennishes ask Daphne and her mother to move into their guest house in order get to know their daughter better. That forces the Kennishes into the world of deafness, and throughout the show this hearing family therefore becomes a surrogate for a hearing audience’s immersion into Deaf culture.Cultural Inclusivity: The Way ForwardShow creator Lizzy Weiss explained that it was actually the ABC Family network that “suggested making one of the kids disabled” (Academy of Television Arts & Sciences). Weiss was familiar with American Sign Language (ASL) because she had a “classical theatre of the Deaf” course in college. She said, “I had in the back of my head a little bit of background at least about how beautiful the language was. So I said, ‘What if one of the girls is deaf?’” The network thought it was wonderful idea, so she began researching the Deaf community, including spending time at a deaf high school in Los Angeles called Marlton, on which she modelled the Switched at Birth school, Carlton. Weiss (Academy of Television Arts & Sciences) says of the school visit experience:I learned so much that day and spoke to dozens of deaf teenagers about their lives and their experiences. And so, this is, of course, in the middle of writing the pilot, and I said to the network, you know, deaf kids wouldn’t voice orally. We would have to have those scenes only in ASL, and no sound and they said, ‘Great. Let’s do it.’ And frankly, we just kind of grew and grew from there.To accommodate the narrative structure of a television drama, Weiss said it became clear from the beginning that the show would need to use SimCom (simultaneous communication or sign supported speech) for the hearing or deaf characters who were signing so they could speak and sign at the same time. She knew this wasn’t the norm for two actual people communicating in ASL, but the production team worried about having a show that was heavily captioned as this might distance its key—overwhelmingly hearing—teen audience who would have to pay attention to the screen during captioned scenes. However, this did not appear to be the case—instead, viewers were drawn to the show because of its unique sign language-influenced television narrative structure. The show became popular very quickly and, with 3.3 million viewers, became the highest-rated premiere ever on the ABC Family network (Barney).Switched at Birth also received much praise from the media for allowing its deaf actors to communicate using sign language. The Huffington Post television critic Maureen Ryan said, “Allowing deaf characters to talk to each other directly—without a hearing person or a translator present—is a savvy strategy that allows the show to dig deeper into deaf culture and also to treat deaf characters as it would anyone else”. Importantly, it allowed the show to be unique in a way that was found nowhere else on television. “It’s practically avant-garde for television, despite the conventional teen-soap look of the show,” said Ryan.Usually a show’s success is garnered by audience numbers and media critique—by this measure Switched at Birth was a hit. However, programs that portray a disability—in any form—are often the target of criticism, particularly from the communities they attempting to represent. It should be noted that, while actress Katie Leclerc, who plays Daphne, has a condition, Meniere’s disease, which causes hearing loss and vertigo on an intermittent basis, she does not identify as a deaf actress and must use a deaf accent to portray Daphne. However, she is ASL fluent, learning it in high school (Orangejack). This meant her qualifications met the original casting call which said “actress must be deaf or hard of hearing and must speak English well, American Sign Language preferred” (Paz, 2010) Leclerc likens her role to that of any actor to who has to affect body and vocal changes for a role—she gives the example of Hugh Laurie in House, who is British with no limp, but was an American who uses a cane in that show (Bibel).As such, initially, some in the Deaf community complained about her casting though an online petition with 140 signatures (Nielson). Yet many in the Deaf community softened any criticism of the show when they saw the production’s ongoing attention to Deaf cultural details (Grushkin). Finally, any lingering criticisms from the Deaf community were quieted by the many deaf actors hired for the show who perform using ASL. This includes Sean Berdy, who plays Daphne’s best friend Emmett, his onscreen mother, played by actress Marlee Matlin, and Anthony Natale who plays his father; their characters both sign and vocalize in the show. The Emmett character only communicates in ASL and does not vocalise until he falls in love with the hearing character Bay—even then he rarely uses his voice.This seemingly all-round “acceptance” of the show gave the production team more freedom to be innovative—by season 3 the audience was deemed to be so comfortable with captions that the shows began to feature less SimCom and more all-captioned scenes. This lead to the full episode in ASL, a first on American mainstream television.For an Hour, Welcome to Our WorldSwitched at Birth writer Chad Fiveash explained that when the production team came up with the idea for a captioned all-ASL episode, they “didn’t want to do the ASL episode as a gimmick. It needed to be thematically resonant”. As a result, they decided to link the episode to the most significant event in American Deaf history, an event that solidified its status as a cultural community—the 1988 Deaf President Now (DPN) protest at Gallaudet University in Washington. This protest inspired the March 2013 episode for Switched at Birth and aired 25 years to the week that the actual DPN protest happened. This episode makes it clear the show is trying to completely embrace Deaf culture and wants its audience to better understand Deaf identity.DPN was a pivotal moment for Deaf people—it truly solidified members of a global Deaf community who felt more empowered to fight for their rights. Students demanded that Gallaudet—as the premier university for deaf and hard-of-hearing students—no longer have a hearing person as its president. The Gallaudet board of trustees, the majority of whom were hearing, tried to force students and faculty to accept a hearing president; their attitude was that they knew what was best for the deaf persons there. For eight days, deaf people across America and the world rallied around the student protestors, refusing to give in until a deaf president was appointed. Their success came in the form of I. King Jordan, a deaf man who had served as dean of the College of Arts & Sciences at the time of the protest.The event was covered by media around the world, giving the American Deaf community international attention. Indeed, Gallaudet University says the DPN protest symbolized more than just the hiring of a Deaf president; it brought Deaf issues before the public and “raised the nation’s consciousness of the rights and abilities of deaf and hard of hearing people” (Gallaudet University).The activities of the students and their supporters showed dramatically that in the 1980s deaf people could be galvanized to unite around a common issue, particularly one of great symbolic meaning, such as the Gallaudet presidency. Gallaudet University represents the pinnacle of education for deaf people, not only in the United States but throughout the world. The assumption of its presidency by a person himself deaf announced to the world that deaf Americans were now a mature minority (Van Cleve and Crouch, 172).Deaf people were throwing off the oppression of the hearing world by demanding that their university have someone from their community at its helm. Jankowski (Deaf Empowerment; A Metaphorical Analysis of Conflict) studied the Gallaudet protest within the framework of a metaphor. She found a recurring theme during the DPN protest to be Gallaudet as “plantation”—which metaphorically refers to deaf persons as slaves trying to break free from the grip of the dominant mastery of the hearing world—and she parallels the civil rights movement of African Americans in the 1960s. As an example, Gallaudet was referred to as the “Selma of the Deaf” during the protest, and protest signs used the language of Martin Luther King such as “we still have a dream.” For deaf Americans, the presidency of Gallaudet became a symbol of hope for the future. As Jankowski attests:deaf people perceived themselves as possessing the ability to manage their own kind, pointing to black-managed organization, women-managed organizations, etc., struggling for that same right. They argued that it was a fight for their basic human rights, a struggle to free themselves, to release the hold their ‘masters’ held on them. (“A Metaphorical Analysis”)The creators of the Switched at Birth episode wanted to ensure of these emotions, as well as historical and cultural references, were prevalent in the modern-day, all-ASL episode, titled Uprising. That show therefore wanted to represent both the 1988 DPN protest as well as a current issue in the US—the closing of deaf schools (Anderson). The storyline focuses on the deaf students at the fictitious Carlton School for the Deaf seizing one of the school buildings to stage a protest because the school board has decided to shut down the school and mainstream the deaf students into hearing schools. When the deaf students try to come up with a list of demands, conflicts arise about what the demands should be and whether a pilot program—allowing hearing kids who sign to attend the deaf school—should remain.This show accomplished multiple things with its reach into Deaf history and identity, but it also did something technologically unique for the modern world—it made people pay attention. Because captioning translated the sign language for viewers, Lizzy Weiss, the creator of the series, said, “Every single viewer—deaf or hearing—was forced to put away their phones and iPads and anything else distracting … and focus … you had to read … you couldn’t do anything else. And that made you get into it more. It drew you in” (Stelter). The point, Weiss said, “was about revealing something new to the viewer—what does it feel like to be an outsider? What does it feel like to have to read and focus for an entire episode, like deaf viewers do all the time?” (Stelter). As one deaf reviewer of the Uprising episode said, “For an hour, welcome to our world! A world that’s inconvenient, but one most of us wouldn’t leave if offered a magic pill” (DR_Staff).This episode, more than any other, afforded hearing television viewers an experience perhaps similar to deaf viewers. The New York Times reported that “Deaf and hard-of-hearing viewers commented by the thousands after the show, with many saying in effect, “Yes! That’s what it feels like” (Stelter).Continued ResonancesWhat is also unique about the episode is that in teaching the hearing viewers more about the Deaf community, it also reinforced Deaf community pride and even taught young deaf people a bit of their own history. The Deaf community and Gallaudet were very pleased with their history showing up on a television show—the university produced a 30-second commercial which aired within the episode, and held viewing parties. Gallaudet also forwarded the 35 pages of Facebook comments they’d received about the episode to ABC Family and Gallaudet President T. Alan Hurwitz said of the episode (Yahr), “Over the past 25 years, [DPN] has symbolised self-determination and empowerment for deaf and hard of hearing people around the world”. The National Association of the Deaf (NAD) also lauded the episode, describing it as “phenomenal and groundbreaking, saying the situation is very real to us” (Stelter)—NAD had been vocally against budget cuts and closings of US deaf schools.Deaf individuals all over the Internet and social media also spoke out about the episode, with overwhelmingly favourable opinions. Deaf blogger Amy Cohen Efron, who participated in 1988′s DPN movement, said that DPN was “a turning point of my life, forcing me to re-examine my own personal identity, and develop self-determinism as a Deaf person” and led to her becoming an activist.When she watched the Uprising episode, she said the symbolic and historical representations in the show resonated with her. In the episode, a huge sign is unfurled on the side of the Carlton School for the Deaf with a girl with a fist in the air under the slogan “Take Back Carlton.” During the DPN protest, the deaf student protesters unfurled a sign that said “Deaf President Now” with the US Capitol in the background; this image has become an iconic symbol of modern Deaf culture. Efron says the image in the television episode was much more militant than the actual DPN sign. However, it could be argued that society now sees the Deaf community as much more militant because of the DPN protest, and that the imagery in the Uprising episode played into that connection. Efron also acknowledged the episode’s strong nod to the Gallaudet student protestors who defied the hearing community’s expectations by practising civil disobedience. As Efron explained, “Society expected that the Deaf people are submissive and accept to whatever decision done by the majority without any of our input and/or participation in the process.”She also argues that the episode educated more than just the hearing community. In addition to DPN, Uprising was filled with other references to Deaf history. For example a glass door to the room at Carlton was covered with posters about people like Helen Keller and Jean-Ferdinand Berthier, a deaf educator in 19th century France who promoted the concept of deaf identity and culture—Efron says most people in the Deaf community have never heard of him. She also claims that the younger Deaf community may also not be aware of the 1988 DPN protest—“It was not in high school textbooks available for students. Many deaf and hard of hearing students are mainstreamed and they have not the slightest idea about the DPN movement, even about the Deaf Community’s ongoing fight against discrimination, prejudice and oppression, along with our victories”.Long before the Uprising episode aired, the Deaf community had been watching Switched at Birth carefully to make sure Deaf culture was accurately represented. Throughout season 3 David Martin created weekly videos in sign language that were an ASL/Deaf cultural analysis of Switched at Birth. He highlighted content he liked and signs that were incorrect, a kind of a Deaf culture/ASL fact checker. From the Uprising episode, he said he thought this quote from Marlee Matlin’s character said it all, “Until hearing people walk a day in our shoes they will never understand” (Martin). That succinctly states what the all-ASL episode was trying to capture—creating an awareness of Deaf people’s cultural experience and their oppression in hearing society.Even a deaf person who was an early critic of Switched at Birth because of the hiring of Katie Leclerc and the use of SimCom admitted he was impressed with the all-ASL episode (Grushkin):all too often, we see media accounts of Deaf people which play into our society’s perceptions of Deaf people: as helpless, handicapped individuals who are in need of fixes such as cochlear implants in order to “restore” us to society. Almost never do we see accounts of Deaf people as healthy, capable individuals who live ordinary, successful lives without necessarily conforming to the Hearing ‘script’ for how we should be. And important issues such as language rights or school closings are too often virtually ignored by the general media.In addition to the episode being widely discussed within the Deaf community, the mainstream news media also covered Uprising intensely, seeing it as a meaningful cultural moment, not just for the Deaf community but for popular culture in general. Lacob wrote that he realises that hearing viewers probably won’t understand what it means to be a deaf person in modern America, but he believes that the episodeposits that there are moments of understanding, commonalities, and potential bridge-building between these two communities. And the desire for understanding is the first step toward a more inclusive and broad-minded future.He continues:the significance of this moment can’t be undervalued, nor can the show’s rich embrace of deaf history, manifested here in the form of Gallaudet and the historical figures whose photographs and stories are papered on the windows of Carlton during the student protest. What we’re seeing on screen—within the confines of a teen drama, no less—is an engaged exploration of a culture and a civil rights movement brought to life with all of the color and passion it deserves. It may be 25 years since Gallaudet, but the dreams of those protesters haven’t faded. And they—and the ideals of identity and equality that they express—are most definitely being heard.Lacob’s analysis was praised by several Deaf people—by a Deaf graduate student who teaches a Disability in Popular Culture course and by a Gallaudet student who said, “From someone who is deaf, and not ashamed of it either, let me say right here and now: that was the most eloquent piece of writing by someone hearing I have ever seen” (Emma72). The power of the Uprising episode illustrated a political space where “groups actively fuse and blend their culture with the mainstream culture” (Foley 119, as cited in Chang 3). Switched at Birth—specifically the Uprising episode—has indeed fused Deaf culture and ASL into a place in mainstream television culture.ReferencesABC Family. “Switched at Birth Deaf Actor Search.” Facebook (2010). <https://www.facebook.com/SwitchedSearch>.———. “This Is Not a Pipe.” Switched at Birth. 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The Daily Beast (28 Feb. 2013). <http://www.thedailybeast.com/articles/2013/02/28/abc-family-s-switched-at-birth-asl-episode-recalls-gallaudet-protest.html>.Fiveash, Chad. Personal interview. 17 Jan. 2014.Gallaudet University. “The Issues.” Deaf President Now (2013). <http://www.gallaudet.edu/dpn_home/issues.html>.Grushkin, D. “A Cultural Review. ASL Challenged.” Switched at Birth Facebook page. Facebook (2013). <https://www.facebook.com/SwitchedatBirth/posts/508748905835658>.Jankowski, K.A. Deaf Empowerment: Emergence, Struggle, and Rhetoric. Washington: Gallaudet UP, 1997.———. “A Metaphorical Analysis of Conflict at the Gallaudet Protest.” Unpublished seminar paper presented at the University of Maryland, 1990.Lacob, J. “ABC Family’s ‘Switched at Birth’ ASL Episode Recalls Gallaudet Protest.” The Daily Beast 28 Feb. 2013. <http://www.thedailybeast.com/articles/2013/02/28/abc-family-s-switched-at-birth-asl-episode-recalls-gallaudet-protest.html>.Martin, D. “Switched at Birth Season 2 Episode 9 ‘Uprising’ ASL/Deaf Cultural Analysis.” David Martin YouTube channel (6 Mar. 2013). <http://www.youtube.com/watch?v=JA0vqCysoVU>.Nielson, R. “Petitioned ABC Family and the ‘Switched at Birth’ Series, Create Responsible, Accurate, and Family-Oriented TV Programming.” Change.org (2011). <http://www.change.org/p/abc-family-and-the-switched-at-birth-series-create-responsible-accurate-and-family-oriented-tv-programming>.Orangejack. “Details about Katie Leclerc’s Hearing Loss.” My ASL Journey Blog (29 June 2011). <http://asl.orangejack.com/details-about-katie-leclercs-hearing-loss>.Paz, G. “Casting Call: Open Auditions for Switched at Birth by ABC Family.” Series & TV (3 Oct. 2010). <http://seriesandtv.com/casting-call-open-auditions-for-switched-at-birth-by-abc-family/4034>.Ryan, Maureen. “‘Switched at Birth’ Season 1.5 Has More Drama and Subversive Soapiness.” The Huffington Post (31 Aug. 2012). <http://www.huffingtonpost.com/maureen-ryan/switched-at-birth-season-1_b_1844957.html>.Stelter, B. “Teaching Viewers to Hear with Their Eyes Only.” The New York Times 8 Mar. 2013. <http://www.nytimes.com/2013/03/09/arts/television/teaching-viewers-to-hear-the-tv-with-eyes-only.html>.Van Cleve, J.V., and B.A. Crouch. 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Unlike some current discourse on automediality, this essay eschews most of the analysis concerning the adoption or modification of avatars to deliberately enhance, extend or distort the self. Rather than the automedial enabling of alternative, virtual selves modified by playful, confronting or disarming avatars we concentrate instead on emerging efforts to present the self in hyper-realist, interactive modes. In doing so we ask, what is the relationship between traumatic forms of automediation and the affective impact on and response of the audience? We argue that, while on the one hand there are promising avenues for valuable individual and social engagements with traumatic forms of automediation, there is an overwhelming predominance of suffering as a theme in such virtual depictions, comingled with uncritically asserted promises of empathy, which are problematic as the technology assumes greater mainstream uptake.As Smith and Watson note, embodiment is always a “translation” where the body is “dematerialized” in virtual representation (“Virtually” 78). Past scholarship has analysed the capacity of immersive realms, such as Second Life or online games, to highlight how users can modify their avatars in often spectacular, non-human forms. Critics of this mode of automediality note that users can adopt virtually any persona they like (racial, religious, gendered and sexual, human, animal or hybrid, and of any age), behaving as “identity tourists” while occupying virtual space or inhabiting online communities (Nakamura). Furthermore, recent work by Jaron Lanier, a key figure from the 1980s period of early Virtual Reality (VR) technology, has also explored so-called “homuncular flexibility” which describes the capacity for humans to seemingly adapt automatically to the control mechanisms of an avatar with multiple legs, other non-human appendages, or for two users to work in tandem to control a single avatar (Won et. al.). But this article is concerned less with these single or multi-player online environments and the associated concerns over modifying interactive identities. We are principally interested in other automedial modes where the “auto” of autobiography is automated via Artificial Intelligences (AIs) to convincingly mimic human discourse as narrated life-histories.We draw from case studies promoted by the 2017 season of ABC television’s flagship science program, Catalyst, which opened with semi-regular host and biological engineer Dr Jordan Nguyen, proclaiming in earnest, almost religious fervour: “I want to do something that has long been a dream. I want to create a copy of a human. An avatar. And it will have a life of its own in virtual reality.” As the camera followed Nguyen’s rapid pacing across real space he extolled: “Virtual reality, virtual human, they push the limits of the imagination and help us explore the impossible […] I want to create a virtual copy of a person. A digital addition to the family, using technology we have now.”The troubling implications of such rhetoric were stark and the next third of the program did little to allay such techno-scientific misgivings. Directed and produced by David Symonds, with Nguyen credited as co-developer and presenter, the episode “Meet the Avatars” immediately introduced scenarios where “volunteers” entered a pop-up inner city virtual lab, to experience VR for the first time. The volunteers were shown on screen subjected to a range of experimental VR environments designed to elicit fear and/or adverse and disorienting responses such as vertigo, while the presenter and researchers from Sydney University constantly smirked and laughed at their participants’ discomfort. We can only wonder what the ethics process was for both the ABC and university researchers involved in these broadcast experiments. There is little doubt that the participant/s experienced discomfort, if not distress, and that was televised to a national audience. Presenter Nguyen was also shown misleading volunteers on their way to the VR lab, when one asked “You’re not going to chuck us out of a virtual plane are you?” to which Nguyen replied “I don't know what we’re going to do yet,” when it was next shown that they immediately underwent pre-programmed VR exposure scenarios, including a fear of falling exercise from atop a city skyscraper.The sweat-inducing and heart rate-racing exposures to virtual plank walks high above a cityscape, or seeing subjects haptically viewing spiders crawl across their outstretched virtual hands, all elicited predictable responses, showcased as carnivalesque entertainment for the viewing audience. As we will see, this kind of trivialising of a virtual environment’s capacity for immersion belies the serious use of the technology in a range of treatments for posttraumatic stress disorder (see Rizzo and Koenig; Rothbaum, Rizzo and Difede).Figure 1: Nguyen and researchers enjoying themselves as their volunteers undergo VR exposure Defining AutomedialityIn their pioneering 2008 work, Automedialität: Subjektkonstitution in Schrift, Bild und neuen Medien, Jörg Dünne and Christian Moser coined the term “automediality” to problematise the production, application and distribution of autobiographic modes across various media and genres—from literary texts to audiovisual media and from traditional expression to inter/transmedia and remediated formats. The concept of automediality was deployed to counter the conventional critical exclusion of analysis of the materiality/technology used for an autobiographical purpose (Gernalzick). Dünne and Moser proffered a concept of automediality that rejects the binary division of (a) self-expression determining the mediated form or (b) (self)subjectivity being solely produced through the mediating technology. Hence, automediality has been traditionally applied to literary constructs such as autobiography and life-writing, but is now expanding into the digital domain and other “paratextual sites” (Maguire).As Nadja Gernalzick suggests, automediality should “encourage and demand not only a systematics and taxonomy of the constitution of the self in respectively genre-specific ways, but particularly also in medium-specific ways” (227). Emma Maguire has offered a succinct working definition that builds on this requirement to signal the automedial universally, noting it operates asa way of studying auto/biographical texts (of a variety of forms) that take into account how the effects of media shape the kinds of selves that can be represented, and which understands the self not as a preexisting subject that might be distilled into story form but as an entity that is brought into being through the processes of mediation.Sidonie Smith and Julia Watson point to automediality as a methodology, and in doing so emphasize how the telling or mediation of a life actually shapes the kind of story that can be told autobiographically. They state “media cannot simply be conceptualized as ‘tools’ for presenting a preexisting, essential self […] Media technologies do not just transparently present the self. They constitute and expand it” (Smith and Watson “Virtually Me” 77).This distinction is vital for understanding how automediality might be applied to self-expression in virtual domains, including the holographic avatar dreams of Nguyen throughout Catalyst. Although addressing this distinction in relation to online websites, following P. David Marshall’s description of “the proliferation of the public self”, Maguire notes:The same integration of digital spaces and platforms into daily life that is prompting the development of new tools in autobiography studies […] has also given rise to the field of persona studies, which addresses the ways in which individuals engage in practices of self-presentation in order to form commoditised identities that circulate in affective communities.For Maguire, these automedial works operate textually “to construct the authorial self or persona”.An extension to this digital, authorial construction is apparent in the exponential uptake of screen mediated prosumer generated content, whether online or theatrical (Miller). According to Gernalzick, unlike fictional drama films, screen autobiographies more directly enable “experiential temporalities”. Based on Mary Anne Doane’s promotion of the “indexicality” of film/screen representations to connote the real, Gernalzick suggests that despite semiotic theories of the index problematising realism as an index as representation, the film medium is still commonly comprehended as the “imprint of time itself”:Film and the spectator of film are said to be in a continuous present. Because the viewer is aware, however, that the images experienced in or even as presence have been made in the past, the temporality of the so-called filmic present is always ambiguous” (230).When expressed as indexical, automedial works, the intrinsic audio-visual capacities of film and video (as media) far surpass the temporal limitations of print and writing (Gernalzick, 228). One extreme example can be found in an emergent trend of “performance crime” murder and torture videos live-streamed or broadcast after the fact using mobile phone cameras and FaceBook (Bender). In essence, the political economy of the automedial ecology is important to understand in the overall context of self expression and the governance of content exhibition, access, distribution and—where relevant—interaction.So what are the implications for automedial works that employ virtual interfaces and how does this evolving medium inform both the expressive autobiographical mode and audiences subjectivities?Case StudyThe Catalyst program described above strove to shed new light on the potential for emerging technology to capture and create virtual avatars from living participants who (self-)generate autobiographical narratives interactively. Once past the initial gee-wiz journalistic evangelism of VR, the episode turned towards host Nguyen’s stated goal—using contemporary technology to create an autonomous virtual human clone. Nguyen laments that if he could create only one such avatar, his primary choice would be that of his grandfather who died when Nguyen was two years old—a desire rendered impossible. The awkward humour of the plank walk scenario sequence soon gives way as the enthusiastic Nguyen is surprised by his family’s discomfort with the idea of digitally recreating his grandfather.Nguyen next visits a Southern California digital media lab to experience the process by which 3D virtual human avatars are created. Inside a domed array of lights and cameras, in less than one second a life-size 3D avatar is recorded via 6,000 LEDs illuminating his face in 20 different combinations, with eight cameras capturing the exposures from multiple angles, all in ultra high definition. Called the Light Stage (Debevec), it is the same technology used to create a life size, virtual holocaust survivor, Pinchas Gutter (Ziv).We see Nguyen encountering a life-size, high-resolution 2D screen version of Gutter’s avatar. Standing before a microphone, Nguyen asks a series of questions about Gutter’s wartime experiences and life in the concentration camps. The responses are naturalistic and authentic, as are the pauses between questions. The high definition 4K screen is photo-realist but much more convincing in-situ (as an artifact of the Catalyst video camera recording, in some close-ups horizontal lines of transmission appear). According to the project’s curator, David Traum, the real Pinchas Gutter was recorded in 3D as a virtual holograph. He spent 25 hours providing 1,600 responses to a broad range of questions that the curator maintained covered “a lot of what people want to say” (Catalyst).Figure 2: The Museum of Jewish Heritage in Manhattan presented an installation of New Dimensions in Testimony, featuring Pinchas Gutter and Eva SchlossIt is here that the intersection between VR and auto/biography hybridise in complex and potentially difficult ways. It is where the concept of automediality may offer insight into this rapidly emerging phenomenon of creating interactive, hyperreal versions of our selves using VR. These hyperreal VR personae can be questioned and respond in real-time, where interrogators interact either as casual conversers or determined interrogators.The impact on visitors is sobering and palpable. As Nguyen relates at the end of his session, “I just want to give him a hug”. The demonstrable capacity for this avatar to engender a high degree of empathy from its automedial testimony is clear, although as we indicate below, it could simply indicate increased levels of emotion.Regardless, an ongoing concern amongst witnesses, scholars and cultural curators of memorials and museums dedicated to preserving the history of mass violence, and its associated trauma, is that once the lived experience and testimony of survivors passes with that generation the impact of the testimony diminishes (Broderick). New media modes of preserving and promulgating such knowledge in perpetuity are certainly worthy of embracing. As Stephen Smith, the executive director of the USC Shoah Foundation suggests, the technology could extendto people who have survived cancer or catastrophic hurricanes […] from the experiences of soldiers with post-traumatic stress disorder or survivors of sexual abuse, to those of presidents or great teachers. Imagine if a slave could have told her story to her grandchildren? (Ziv)Yet questions remain as to the veracity of these recorded personae. The avatars are created according to a specific agenda and the autobiographical content controlled for explicit editorial purposes. It is unclear what and why material has been excluded. If, for example, during the recorded questioning, the virtual holocaust survivor became mute at recollecting a traumatic memory, cried or sobbed uncontrollably—all natural, understandable and authentic responses given the nature of the testimony—should these genuine and spontaneous emotions be included along with various behavioural ticks such as scratching, shifting about in the seat and other naturalistic movements, to engender a more profound realism?The generation of the photorealist, mimetic avatar—remaining as an interactive persona long after the corporeal, authorial being is gone—reinforces Baudrillard’s concept of simulacra, where a clone exists devoid of its original entity and unable to challenge its automedial discourse. And what if some unscrupulous hacker managed to corrupt and subvert Gutter’s AI so that it responded antithetically to its purpose, by denying the holocaust ever happened? The ethical dilemmas of such a paradigm were explored in the dystopian 2013 film, The Congress, where Robyn Wright plays herself (and her avatar), as an out of work actor who sells off the rights to her digital self. A movie studio exploits her screen persona in perpetuity, enabling audiences to “become” and inhabit her avatar in virtual space while she is limited in the real world from undertaking certain actions due to copyright infringement. The inability of Wright to control her mimetic avatar’s discourse or action means the assumed automedial agency of her virtual self as an immortal, interactive being remains ontologically perplexing.Figure 3: Robyn Wright undergoing a full body photogrammetry to create her VR avatar in The Congress (2013)The various virtual exposures/experiences paraded throughout Catalyst’s “Meet the Avatars” paradoxically recorded and broadcast a range of troubling emotional responses to such immersion. Many participant responses suggest great caution and sensitivity be undertaken before plunging headlong into the new gold rush mentality of virtual reality, augmented reality, and AI affordances. Catalyst depicted their program subjects often responding in discomfort and distress, with some visibly overwhelmed by their encounters and left crying. There is some irony that presenter Ngyuen was himself relying on the conventions of 2D linear television journalism throughout, adopting face-to-camera address in (unconscious) automedial style to excitedly promote the assumed socio-cultural boon such automedial VR avatars will generate.Challenging AuthenticityThere are numerous ethical considerations surrounding the potential for AIs to expand beyond automedial (self-)expression towards photorealist avatars interacting outside of their pre-recorded content. When such systems evolve it may be neigh impossible to discern on screen whether the person you are conversing with is authentic or an indistinguishable, virtual doppelganger. In the future, a variant on the Turning Test may be needed to challenge and identify such hyperreal simulacra. We may be witnessing the precursor to such a dilemma playing out in the arena of audio-only podcasts, with some public intellectuals such as Sam Harris already discussing the legal and ethical problems from technology that can create audio from typed text that convincingly replicate the actual voice of a person by sampling approximately 30 minutes of their original speech (Harris). Such audio manipulation technology will soon be available to anybody with the motivation and relatively minor level of technological ability in order to assume an identity and masquerade as automediated dialogue. However, for the moment, the ability to convincingly alter a real-time computer generated video image of a person remains at the level of scientific innovation.Also of significance is the extent to which the audience reactions to such automediated expressions are indeed empathetic or simply part of the broader range of affective responses that also include direct sympathy as well as emotions such as admiration, surprise, pity, disgust and contempt (see Plantinga). There remains much rhetorical hype surrounding VR as the “ultimate empathy machine” (Milk). Yet the current use of the term “empathy” in VR, AI and automedial forms of communication seems to be principally focused on the capacity for the user-viewer to ameliorate negatively perceived emotions and experiences, whether traumatic or phobic.When considering comments about authenticity here, it is important to be aware of the occasional slippage of technological terminology into the mainstream. For example, the psychological literature does emphasise that patients respond strongly to virtual scenarios, events, and details that appear to be “authentic” (Pertaub, Slater, and Barker). Authentic in this instance implies a resemblance to a corresponding scenario/activity in the real world. This is not simply another word for photorealism, but rather it describes for instance the experimental design of one study in which virtual (AI) audience members in a virtual seminar room designed to treat public speaking anxiety were designed to exhibit “random autonomous behaviours in real-time, such as twitches, blinks, and nods, designed to encourage the illusion of life” (Kwon, Powell and Chalmers 980). The virtual humans in this study are regarded as having greater authenticity than an earlier project on social anxiety (North, North, and Coble) which did not have much visual complexity but did incorporate researcher-triggered audio clips of audience members “laughing, making comments, encouraging the speaker to speak louder or more clearly” (Kwon, Powell, and Chalmers 980). The small movements, randomly cued rather than according to a recognisable pattern, are described by the researchers as creating a sense of authenticity in the VR environment as they seem to correspond to the sorts of random minor movements that actual human audiences in a seminar can be expected to make.Nonetheless, nobody should regard an interaction with these AIs, or the avatar of Gutter, as in any way an encounter with a real person. Rather, the characteristics above function to create a disarming effect and enable the real person-viewer to willingly suspend their disbelief and enter into a pseudo-relationship with the AI; not as if it is an actual relationship, but as if it is a simulation of an actual relationship (USC). Lucy Suchman and colleagues invoke these ideas in an analysis of a YouTube video of some apparently humiliating human interactions with the MIT created AI-robot Mertz. Their analysis contends that, while it may appear on first glance that the humans’ mocking exchange with Mertz are mean-spirited, there is clearly a playfulness and willingness to engage with a form of AI that is essentially continuous with “long-standing assumptions about communication as information processing, and in the robot’s performance evidence for the limits to the mechanical reproduction of interaction as we know it through computational processes” (Suchman, Roberts, and Hird).Thus, it will be important for future work in the area of automediated testimony to consider the extent to which audiences are willing to suspend disbelief and treat the recounted traumatic experience with appropriate gravitas. These questions deserve attention, and not the kind of hype displayed by the current iteration of techno-evangelism. Indeed, some of this resurgent hype has come under scrutiny. From the perspective of VR-based tourism, Janna Thompson has recently argued that “it will never be a substitute for encounters with the real thing” (Thompson). Alyssa K. Loh, for instance, also argues that many of the negatively themed virtual experiences—such as those that drop the viewer into a scene of domestic violence or the location of a terrorist bomb attack—function not to put you in the position of the actual victim but in the position of the general category of domestic violence victim, or bomb attack victim, thus “deindividuating trauma” (Loh).Future work in this area should consider actual audience responses and rely upon mixed-methods research approaches to audience analysis. In an era of alt.truth and Cambridge Analytics personality profiling from social media interaction, automediated communication in the virtual guise of AIs demands further study.ReferencesAnon. “New Dimensions in Testimony.” Museum of Jewish Heritage. 15 Dec. 2017. 19 Apr. 2018 <http://mjhnyc.org/exhibitions/new-dimensions-in-testimony/>.Australian Broadcasting Corporation. “Meet The Avatars.” Catalyst, 15 Aug. 2017.Baudrillard, Jean. “Simulacra and Simulations.” Jean Baudrillard: Selected Writings. Ed. Mark Poster. Stanford: Stanford UP, 1988. 166-184.Bender, Stuart Marshall. Legacies of the Degraded Image in Violent Digital Media. 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The use of the family home as a setting for television sitcoms (situation comedies) has long been recognised for its ability to provide audiences with an identifiable site of ontological security (much discussed by Giddens, Scannell, Saunders and others). From the beginnings of American sitcoms with such programs as Leave it to Beaver, and through the trail of The Brady Bunch, The Cosby Show, Roseanne, The Fresh Prince of Bel Air, and on to Home Improvement, That 70s Show and How I Met Your Mother, the US has led the way with screenwriters and producers capitalising on the value of using the suburban family dwelling as a fixed setting. The most obvious advantage is the use of an easily constructed and inexpensive set, most often on a TV studio soundstage requiring only a few rooms (living room, kitchen and bedroom are usually enough to set the scene), and a studio audience. In Singapore, sitcoms have had similar successes; portraying the lives of ‘ordinary people’ in their home settings. Some programs have achieved phenomenal success, including an unprecedented ten year run for Phua Chu Kang Pte Ltd from 1996-2007, closely followed by Under One Roof (1994-2000 and an encore season in 2002), and Living with Lydia (2001-2005). This article furthers Blunt and Dowling’s exploration of the “critical geography” of home, by providing a focused analysis of home-based sitcoms in the nation-state of Singapore. The use of the home tells us a lot. Roseanne’s cluttered family home represents a lived reality for working-class families throughout the Western world. In Friends, the seemingly wealthy ‘young’ people live in a fashionable apartment building, while Seinfeld’s apartment block is much less salubrious, indicating (in line with the character) the struggle of the humble comedian. Each of these examples tells us something about not just the characters, but quite often about class, race, and contemporary societies. In the Singaporean programs, the home in Under One Roof (hereafter UOR) represents the major form of housing in Singapore, and the program as a whole demonstrates the workability of Singaporean multiculturalism in a large apartment block. Phua Chu Kang Pte Ltd (PCK) demonstrates the entrepreneurial abilities of even under-educated Singaporeans, with its lead character, a building contractor, living in a large freestanding dwelling – generally reserved for the well-heeled of Singaporean society. And in Living with Lydia (LWL) (a program which demonstrates Singapore’s capacity for global integration), Hong Kong émigré Lydia is forced to share a house (less ostentatious than PCK’s) with the family of the hapless Billy B. Ong. There is perhaps no more telling cultural event than the sitcom. In the 1970s, The Brady Bunch told us more about American values and habits than any number of news reports or cop shows. A nation’s identity is uncovered; it bares its soul to us through the daily tribulations of its TV households. In Singapore, home-based sitcoms have been one of the major success stories in local television production with each of these three programs collecting multiple prizes at the region-wide Asian Television Awards. These sitcoms have been able to reflect the ideals and values of the Singaporean nation to audiences both at ‘home’ and abroad. This article explores the worlds of UOR, PCK, and LWL, and the ways in which each of the fictional homes represents key features of the multi-ethnic, multi-cultural Singapore. Through ownership and regulation, Singaporean TV programs operate as a firm link between the state and its citizens. These sitcoms follow regular patterns where the ‘man of the house’ is more buffoon than breadwinner – in a country defined by its neo-Confucian morality, sitcoms allow a temporary subversion of patriarchal structures. In this article I argue that the central theme in Singaporean sitcoms is that while home is a personal space, it is also a valuable site for national identities to be played out. These identities are visible in the physical indicators of the exterior and interior living spaces, and the social indicators representing a benign patriarchy and a dominant English language. Structure One of the key features of sitcoms is the structure: cold open – titles – establishing shot – opening scene. Generally the cold opening (aka “the teaser”) takes place inside the home to quickly (re)establish audience familiarity with the location and the characters. The title sequence then features, in the case of LWL and PCK, the characters outside the house (in LWL this is in cartoon format), and in UOR (see Figure 1) it is the communal space of the barbeque area fronting the multi-story HDB (Housing Development Board) apartment blocks. Figure 1: Under One Roof The establishing shot at the end of each title sequence, and when returning from ad breaks, is an external view of the characters’ respective dwellings. In Seinfeld this establishing shot is the New York apartment block, in Roseanne it is the suburban house, and the Singaporean sitcoms follow the same format (see Figure 2). Figure 2: Phua Chu Kang External Visions of the Home This emphasis on exterior buildings reminds the viewer that Singaporean housing is, in many ways, unique. As a city-state (and a young one at that) its spatial constraints are particularly limiting: there simply isn’t room for suburban housing on quarter acre blocks. It rapidly transformed from an “empty rock” to a scattered Malay settlement of bay and riverside kampongs (villages) recognisable by its stilt houses. Then in the shadow of colonialism and the rise of modernity, the kampongs were replaced in many cases by European-inspired terrace houses. Finally, in the post-colonial era high-rise housing began to swell through the territory, creating what came to be known as the “HDB new town”, with some 90% of the population now said to reside in HDB units, and many others living in private high-rises (Chang 102, 104). Exterior shots used in UOR (see Figure 3) consistently emphasise the distinctive HDB blocks. As with the kampong housing, high-rise apartments continue notions of communal living in that “Living below, above and side by side other people requires tolerance of neighbours and a respect towards the environment of the housing estate for the good of all” (104). The provision of readily accessible public housing was part of the “covenant between the newly enfranchised electorate and the elected government” (Chua 47). Figure 3: Establishing shot from UOR In UOR, we see the constant interruption of the lives of the Tan family by their multi-ethnic neighbours. This occurs to such an extent as to be a part of the normal daily flow of life in Singaporean society. Chang argues that despite the normally interventionist activities of the state, it is the “self-enforcing norms” of behaviour that have worked in maintaining a “peaceable society in high-rise housing” (104). This communitarian attitude even extends to the large gated residence of PCK, home to an almost endless stream of relatives and friends. The gate itself seems to perform no restrictive function. But such a “peaceable society” can also be said to be a result of state planning which extends to the “racial majoritarianism” imposed on HDB units in the form of quotas determining “the actual number of households of each of the three major races [Chinese, Malay and Indian] … to be accommodated in a block of flats” (Chua 55). Issues of race are important in Singapore where “the inscription of media imagery bears the cultural discourse and materiality of the social milieu” (Wong 120) perhaps nowhere more graphically illustrated than in the segregation of TV channels along linguistic / cultural lines. These 3 programs all featured on MediaCorp TV’s predominantly English-language Channel 5 and are, in the words of Roland Barthes, “anchored” by dint of their use of English. Home Will Eat Itself The consumption of home-based sitcoms by audiences in their own living-rooms creates a somewhat self-parodying environment. As John Ellis once noted, it is difficult to escape from the notion that “TV is a profoundly domestic phenomenon” (113) in that it constantly attempts to “include the audiences own conception of themselves into the texture of its programmes” (115). In each of the three Singaporean programs living-rooms are designed to seat characters in front of a centrally located TV set – at most all the audience sees is the back of the TV, and generally only when the TV is incorporated into a storyline, as in the case of PCK in Figure 4 (note the TV set in the foreground). Figure 4: PCK Even in this episode of PCK when the lead characters stumble across a pornographic video starring one of the other lead characters, the viewer only hears the program. Perhaps the most realistic (and acerbic) view of how TV reorganises our lives – both spatially in the physical layout of our homes, and temporally in the way we construct our viewing habits (eating dinner or doing the housework while watching the screen) – is the British “black comedy”, The Royle Family. David Morley (443) notes that “TV and other media have adapted themselves to the circumstances of domestic consumption while the domestic arena itself has been simultaneously redefined to accommodate their requirements”. Morley refers to The Royle Family’s narrative that rests on the idea that “for many people, family life and watching TV have become indistinguishable to the extent that, in this fictional household, it is almost entirely conducted from the sitting positions of the viewers clustered around the set” (436). While TV is a central fixture in most sitcoms, its use is mostly as a peripheral thematic device with characters having their viewing interrupted by the arrival of another character, or by a major (within the realms of the plot) event. There is little to suggest that “television schedules have instigated a significant restructuring of family routines” as shown in Livingstone’s audience-based study of UK viewers (104). In the world of the sitcom, the temporalities of characters’ lives do not need to accurately reflect that of “real life” – or if they do, things quickly descend to the bleakness exemplified by the sedentary Royles. As Scannell notes, “broadcast output, like daily life, is largely uneventful, and both are punctuated (predictably and unpredictably) by eventful occasions” (4). To show sitcom characters in this static, passive environment would be anathema to the “real” viewer, who would quickly lose interest. This is not to suggest that sitcoms are totally benign though as with all genres they are “the outcome of social practices, received procedures that become objectified in the narratives of television, then modified in the interpretive act of viewing” (Taylor 14). In other words, they feature a contextualisation that is readily identifiable to members of an established society. However, within episodes themselves, it as though time stands still – character development is almost non-existent, or extremely slow at best and we see each episode has “flattened past and future into an eternal present in which parents love and respect one another, and their children forever” (Taylor 16). It takes some six seasons before the character of PCK becomes a father, although in previous seasons he acts as a mentor to his nephew, Aloysius. Contained in each episode, in true sitcom style, are particular “narrative lines” in which “one-liners and little comic situations [are] strung on a minimal plot line” containing a minor problem “the solution to which will take 22 minutes and pull us gently through the sequence of events toward a conclusion” (Budd et al. 111). It is important to note that the sitcom genre does not work in every culture, as each locale renders the sitcom with “different cultural meanings” (Nielsen 95). Writing of the failure of the Danish series Three Whores and a Pickpocket (with a premise like that, how could it fail?), Nielsen (112) attributes its failure to the mixing of “kitchen sink realism” with “moments of absurdity” and “psychological drama with expressionistic camera work”, moving it well beyond the strict mode of address required by the genre. In Australia, soap operas Home and Away and Neighbours have been infinitely more popular than our attempts at sitcoms – which had a brief heyday in the 1980s with Hey Dad..!, Kingswood Country and Mother and Son – although Kath and Kim (not studio-based) could almost be counted. Lichter et al. (11) state that “television entertainment can be ‘political’ even when it does not deal with the stuff of daily headlines or partisan controversy. Its latent politics lie in the unavoidable portrayal of individuals, groups, and institutions as a backdrop to any story that occupies the foreground”. They state that US television of the 1960s was dominated by the “idiot sitcom” and that “To appreciate these comedies you had to believe that social conventions were so ironclad they could not tolerate variations. The scripts assumed that any minute violation of social conventions would lead to a crisis that could be played for comic results” (15). Series like Happy Days “harked back to earlier days when problems were trivial and personal, isolated from the concerns of a larger world” (17). By the late 1980s, Roseanne and Married…With Children had “spawned an antifamily-sitcom format that used sarcasm, cynicism, and real life problems to create a type of in-your-face comedy heretofore unseen on prime time” (20). This is markedly different from the type of values presented in Singaporean sitcoms – where filial piety and an unrelenting faith in the family unit is sacrosanct. In this way, Singaporean sitcoms mirror the ideals of earlier US sitcoms which idealise the “egalitarian family in which parental wisdom lies in appeals to reason and fairness rather than demands for obedience” (Lichter et al. 406). Dahlgren notes that we are the products of “an ongoing process of the shaping and reshaping of identity, in response to the pluralised sets of social forces, cultural currents and personal contexts encountered by individuals” where we end up with “composite identities” (318). Such composite identities make the presentation (or re-presentation) of race problematic for producers of mainstream television. Wong argues that “Within the context of PAP hegemony, media presentation of racial differences are manufactured by invoking and resorting to traditional values, customs and practices serving as symbols and content” (118). All of this is bound within a classificatory system in which each citizen’s identity card is inscribed as Chinese, Malay, Indian or Other (often referred to as CMIO), and a broader social discourse in which “the Chinese are linked to familial values of filial piety and the practice of extended family, the Malays to Islam and rural agricultural activities, and the Indians to the caste system” (Wong 118). However, these sitcoms avoid directly addressing the issue of race, preferring to accentuate cultural differences instead. In UOR the tables are turned when a none-too-subtle dig at the crude nature of mainland Chinese (with gags about the state of public toilets), is soon turned into a more reverential view of Chinese culture and business acumen. Internal Visions of the Home This reverence for Chinese culture is also enacted visually. The loungeroom settings of these three sitcoms all provide examples of the fashioning of the nation through a “ubiquitous semi-visibility” (Noble 59). Not only are the central characters in each of these sitcoms constructed as ethnically Chinese, but the furnishings provide a visible nod to Chinese design in the lacquered screens, chairs and settees of LWL (see Figure 5.1), in the highly visible pair of black inlaid mother-of-pearl wall hangings of UOR (see Figure 5.2) and in the Chinese statuettes and wall-hangings found in the PCK home. Each of these items appears in the central view of the shows most used setting, the lounge/family room. There is often symmetry involved as well; the balanced pearl hangings of UOR are mirrored in a set of silk prints in LWL and the pair of ceramic Chinese lions in PCK. Figure 5.1: LWL Figure 5.2: UOR Thus, all three sitcoms feature design elements that reflect visible links to Chinese culture and sentiments, firmly locating the sitcoms “in Asia”, and providing a sense of the nation. The sets form an important role in constructing a realist environment, one in which “identification with realist narration involves a temporary merger of at least some of the viewer’s identity with the position offered by the text” (Budd et al. 110). These constant silent reminders of the Chinese-based hegemon – the cultural “majoritarianism” – anchors the sitcoms to a determined concept of the nation-state, and reinforces the “imaginative geographies of home” (Blunt and Dowling 247). The Foolish “Father” Figure in a Patriarchal Society But notions of a dominant Chinese culture are dealt with in a variety of ways in these sitcoms – not the least in a playful attitude toward patriarchal figures. In UOR, the Tan family “patriarch” is played by Moses Lim, in PCK, Gurmit Singh plays Phua and in LWL Samuel Chong plays Billy B. Ong (or, as Lydia mistakenly refers to him Billy Bong). Erica Sharrer makes the claim that class is a factor in presenting the father figure as buffoon, and that US sitcoms feature working class families in which “the father is made to look inept, silly, or incompetent have become more frequent” partly in response to changing societal structures where “women are shouldering increasing amounts of financial responsibility in the home” (27). Certainly in the three series looked at here, PCK (the tradesman) is presented as the most derided character in his role as head of the household. Moses Lim’s avuncular Tan Ah Teck is presented mostly as lovably foolish, even when reciting his long-winded moral tales at the conclusion of each episode, and Billy B. Ong, as a middle-class businessman, is presented more as a victim of circumstance than as a fool. Sharrer ponders whether “sharing the burden of bread-winning may be associated with fathers perceiving they are losing advantages to which they were traditionally entitled” (35). But is this really a case of males losing the upper hand? Hanke argues that men are commonly portrayed as the target of humour in sitcoms, but only when they “are represented as absurdly incongruous” to the point that “this discursive strategy recuperates patriarchal notions” (90). The other side of the coin is that while the “dominant discursive code of patriarchy might be undone” (but isn’t), “the sitcom’s strategy for containing women as ‘wives’ and ‘mothers’ is always contradictory and open to alternative readings” (Hanke 77). In Singapore’s case though, we often return to images of the women in the kitchen, folding the washing or agonising over the work/family dilemma, part of what Blunt and Dowling refer to as the “reproduction of patriarchal and heterosexist relations” often found in representations of “the ideal’ suburban home” (29). Eradicating Singlish One final aspect of these sitcoms is the use of language. PM Lee Hsien Loong once said that he had no interest in “micromanaging” the lives of Singaporeans (2004). Yet his two predecessors (PM Goh and PM Lee Senior) both reflected desires to do so by openly criticising the influence of Phua Chu Kang’s liberal use of colloquial phrases and phrasing. While the use of Singlish (or Singapore Colloquial English / SCE) in these sitcoms is partly a reflection of everyday life in Singapore, by taking steps to eradicate it through the Speak Good English movement, the government offers an intrusion into the private home-space of Singaporeans (Ho 17). Authorities fear that increased use of Singlish will damage the nation’s ability to communicate on a global basis, withdrawing to a locally circumscribed “pidgin English” (Rubdy 345). Indeed, the use of Singlish in UOR is deliberately underplayed in order to capitalise on overseas sales of the show (which aired, for example, on Australia’s SBS television) (Srilal). While many others have debated the Singlish issue, my concern is with its use in the home environment as representative of Singaporean lifestyles. As novelist Hwee Hwee Tan (2000) notes: Singlish is crude precisely because it’s rooted in Singapore’s unglamorous past. This is a nation built from the sweat of uncultured immigrants who arrived 100 years ago to bust their asses in the boisterous port. Our language grew out of the hardships of these ancestors. Singlish thus offers users the opportunity to “show solidarity, comradeship and intimacy (despite differences in background)” and against the state’s determined efforts to adopt the language of its colonizer (Ho 19-20). For this reason, PCK’s use of Singlish iterates a “common man” theme in much the same way as Paul Hogan’s “Ocker” image of previous decades was seen as a unifying feature of mainstream Australian values. That the fictional PCK character was eventually “forced” to take “English” lessons (a storyline rapidly written into the program after the direct criticisms from the various Prime Ministers), is a sign that the state has other ideas about the development of Singaporean society, and what is broadcast en masse into Singaporean homes. Conclusion So what do these home-based sitcoms tell us about Singaporean nationalism? Firstly, within the realms of a multiethnic society, mainstream representations reflect the hegemony present in the social and economic structures of Singapore. Chinese culture is dominant (albeit in an English-speaking environment) and Indian, Malay and Other cultures are secondary. Secondly, the home is a place of ontological security, and partial adornment with cultural ornaments signifying Chinese culture are ever-present as a reminder of the Asianness of the sitcom home, ostensibly reflecting the everyday home of the audience. The concept of home extends beyond the plywood-prop walls of the soundstage though. As Noble points out, “homes articulate domestic spaces to national experience” (54) through the banal nationalism exhibited in “the furniture of everyday life” (55). In a Singaporean context, Velayutham (extending the work of Morley) explores the comforting notion of Singapore as “home” to its citizens and concludes that the “experience of home and belonging amongst Singaporeans is largely framed in the materiality and social modernity of everyday life” (4). Through the use of sitcoms, the state is complicit in creating and recreating the family home as a site for national identities, adhering to dominant modes of culture and language. References Blunt, Alison, and Robyn Dowling. Home. London: Routledge, 2006. Budd, Mike, Steve Craig, and Clay Steinman. Consuming Environments: Television and Commercial Culture. New Jersey: Rutgers UP, 1999. Chang, Sishir. “A High-Rise Vernacular in Singapore’s Housing Development Board Housing.” Berkeley Planning Journal 14 (2000): 97-116. Chua, Beng Huat. “Public Housing Residents as Clients of the State.” Housing Studies 15.1 (2000). Dahlgren, Peter. “Media, Citizenship and Civic Culture”. Mass Media and Society. 3rd ed. Eds. James Curran and Michael Gurevitch. London: Arnold, 2000. 310-328. Ellis, John. Visible Fictions: Cinema, Television, Video. London: Routledge & Kegan Paul, 1982. Hanke, Robert. “The ‘Mock-Macho’ Situation Comedy: Hegemonic Masculinity and its Reiteration.” Western Journal of Communication 62.1 (1998). Ho, Debbie G.E. “‘I’m Not West. I’m Not East. So How Leh?’” English Today 87 22.3 (2006). Lee, Hsien Loong. “Our Future of Opportunity and Promise.” National Day Rally 2004 Speech. 29 Apr. 2007 http://www.gov.sg/nd/ND04.htm>. Lichter, S. Robert, Linda S. Lichter, and Stanley Rothman. Prime Time: How TV Portrays American Culture. Washington D.C.: Regnery Publishing, 1994. Livingstone, Sonia. Young People and New Media: Childhood and the Changing Media Environment. London: Sage, 2002 Morley, David. “What’s ‘Home’ Got to Do with It? Contradictory Dynamics in the Domestication of Technology and the Dislocation of Domesticity.” European Journal of Cultural Studies 6 (2003). Noble, Greg. “Comfortable and Relaxed: Furnishing the Home and Nation.” Continuum: Journal of Media and Cultural Studies 16.1 (2002). Rubdy, Rani. “Creative Destruction: Singapore’s Speak Good English Movement.” World Englishes 20.3 (2001). Scannell, Paddy. “For a Phenomenology of Radio and Television.” Journal of Communication 45.3 (1995). Scharrer, Erica. “From Wise to Foolish: The Portrayal of the Sitcom Father, 1950s-1990s.” Journal of Broadcasting and Electronic Media 45.1 (2001). Srilal, Mohan. “Quick Quick: ‘Singlish’ Is Out in Re-education Campaign.” Asia Times Online (28 Aug. 1999). Tan, Hwee Hwee. “A War of Words over ‘Singlish’: Singapore’s Government Wants Its Citizens to Speak Good English, But They Would Rather Be ‘Talking Cock’.” Time International 160.3 (29 July 2002). Taylor, Ella. “From the Nelsons to the Huxtables: Genre and Family Imagery in American Network Television.” Qualitative Sociology 12.1 (1989). Velayutham, Selvaraj. “Affect, Materiality, and the Gift of Social Life in Singapore.” SOJOURN 19.1 (2004). Wong, Kokkeong. Media and Culture in Singapore: A Theory of Controlled Commodification. New Jersey: Hampton Press, 2001. Images Under One Roof: The Special Appearances. Singapore: Television Corporation of Singapore. VCD. 2000. Living with Lydia (Season 1, Volume 1). Singapore: MediaCorp Studios, Blue Max Enterprise. VCD. 2001. Phua Chu Kang Pte Ltd (Season 5, Episode 10). Kuala Lumpur: MediaCorp Studios, Speedy Video Distributors. VCD. 2003. Citation reference for this article MLA Style Pugsley, Peter. "At Home in Singaporean Sitcoms: Under One Roof, Living with Lydia and Phua Chu Kang." M/C Journal 10.4 (2007). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0708/09-pugsley.php>. APA Style Pugsley, P. (Aug. 2007) "At Home in Singaporean Sitcoms: Under One Roof, Living with Lydia and Phua Chu Kang," M/C Journal, 10(4). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0708/09-pugsley.php>.

Introduction Since December 2010 the dramatic spectacle of the spread of mass uprisings, civil unrest, and protest across North Africa and the Middle East have been chronicled daily on mainstream media and new media. Broadly speaking, the Arab Spring—as it came to be known—is challenging repressive, corrupt governments and calling for democracy and human rights. The convulsive events linked with these debates have been striking not only because of the rapid spread of historically momentous mass protests but also because of the ways in which the media “have become inextricably infused inside them” enabling the global media ecology to perform “an integral part in building and mobilizing support, co-ordinating and defining the protests within different Arab societies as well as trans-nationalizing them” (Cottle 295). Images of mass protests have been juxtaposed against those of individuals prepared to self-destruct for political ends. Video clips and photographs of the individual suffering of Tunisian Mohamed Bouazizi’s self-immolation and the Bahraini Abdulhad al-Khawaja’s emaciated body foreground, in very graphic ways, political struggles that larger events would mask or render invisible. Highlighting broad commonalties does not assume uniformity in patterns of protest and media coverage across the region. There has been considerable variation in the global media coverage and nature of the protests in North Africa and the Middle East (Cottle). In Tunisia, Egypt, Libya, and Yemen uprisings overthrew regimes and leaders. In Syria it has led the country to the brink of civil war. In Bahrain, the regime and its militia violently suppressed peaceful protests. As a wave of protests spread across the Middle East and one government after another toppled in front of 24/7 global media coverage, Bahrain became the “Arab revolution that was abandoned by the Arabs, forsaken by the West … forgotten by the world,” and largely ignored by the global media (Al-Jazeera English). Per capita the protests have been among the largest of the Arab Spring (Human Rights First) and the crackdown as brutal as elsewhere. International organizations have condemned the use of military courts to trial protestors, the detaining of medical staff who had treated the injured, and the use of torture, including the torture of children (Fisher). Bahraini and international human rights organizations have been systematically chronicling these violations of human rights, and posting on Websites distressing images of tortured bodies often with warnings about the graphic depictions viewers are about to see. It was in this context of brutal suppression, global media silence, and the reluctance of the international community to intervene, that the Bahraini-Danish human rights activist Abdulhad al-Khawaja launched his “death or freedom” hunger strike. Even this radical action initially failed to interest international editors who were more focused on Egypt, Libya, and Syria, but media attention rose in response to the Bahrain Formula 1 race in April 2012. Pro-democracy activists pledged “days of rage” to coincide with the race in order to highlight continuing human rights abuses in the kingdom (Turner). As Al Khawaja’s health deteriorated the Bahraini government resisted calls for his release (Article 19) from the Danish government who requested that Al Khawaja be extradited there on “humanitarian grounds” for hospital treatment (Fisk). This article does not explore the geo-politics of the Bahraini struggle or the possible reasons why the international community—in contrast to Syria and Egypt—has been largely silent and reluctant to debate the issues. Important as they are, those remain questions for Middle Eastern specialists to address. In this article I am concerned with the overlapping and interpenetration of two ecologies. The first ecology is the ethical framing of a prison hunger strike as a corporeal-environmental act of (self) destruction intended to achieve political ends. The second ecology is the operation of global media where international inaction inadvertently foregrounds the political struggles that larger events and discourses surrounding Egypt, Libya, and Syria overshadow. What connects these two ecologies is the body of the hunger striker, turned into a spectacle and mediated via a politics of affect that invites a global public to empathise and so enter into his suffering. The connection between the two lies in the emaciated body of the hunger striker. An Ecological Humanities Approach This exploration of two ecologies draws on the ecological humanities and its central premise of connectivity. The ecological humanities critique the traditional binaries in Western thinking between nature and culture; the political and social; them and us; the collective and the individual; mind, body and emotion (Rose & Robin, Rieber). Such binaries create artificial hierarchies, divisions, and conflicts that ultimately impede the ability to respond to crises. Crises are major changes that are “out of control” driven—primarily but not exclusively—by social, political, and cultural forces that unleash “runaway systems with their own dynamics” (Rose & Robin 1). The ecological humanities response to crises is premised on the recognition of the all-inclusive connectivity of organisms, systems, and environments and an ethical commitment to action from within this entanglement. A founding premise of connectivity, first articulated by anthropologist and philosopher Gregory Bateson, is that the “unit of survival is not the individual or the species, but the organism-and-its-environment” (Rose & Robin 2). This highlights a dialectic in which an organism is shaped by and shapes the context in which it finds itself. Or, as Harries-Jones puts it, relations are recursive as “events continually enter into, become entangled with, and then re-enter the universe they describe” (3). This ensures constantly evolving ecosystems but it also means any organism that “deteriorates its environment commits suicide” (Rose & Robin 2) with implications for the others in the eco-system. Bateson’s central premise is that organisms are simultaneously independent, as separate beings, but also interdependent. Interactions are not seen purely as exchanges but as dynamic, dialectical, dialogical, and mutually constitutive. Thus, it is presumed that the destruction or protection of others has consequences for oneself. Another dimension of interactions is multi-modality, which implies that human communication cannot be reduced to a single mode such as words, actions, or images but needs to be understood in the complexity of inter-relations between these (see Rieber 16). Nor can dissemination be reduced to a single technological platform whether this is print, television, Internet, or other media (see Cottle). The final point is that interactions are “biologically grounded but not determined” in that the “cognitive, emotional and volitional processes” underpinning face-to-face or mediated communication are “essentially indivisible” and any attempt to separate them by privileging emotion at the expense of thought, or vice versa, is likely to be unhealthy (Rieber 17). This is most graphically demonstrated in a politically-motivated hunger strike where emotion and volition over-rides the survivalist instinct. The Ecology of a Prison Hunger Strike The radical nature of a hunger strike inevitably gives rise to medico-ethical debates. Hunger strikes entail the voluntary refusal of sustenance by an individual and, when prolonged, such deprivation sets off a chain reaction as the less important components in the internal body systems shut down to protect the brain until even that can no longer be protected (see Basoglu et al). This extreme form of protest—essentially an act of self-destruction—raises ethical issues over whether or not doctors or the state should intervene to save a life for humanitarian or political reasons. In 1975 and 1991, the World Medical Association (WMA) sought to negotiate this by distinguishing between, on the one hand, the mentally/psychological impaired individual who chooses a “voluntary fast” and, on the other hand, the hunger striker who chooses a form of protest action to secure an explicit political goal fully aware of fatal consequences of prolonged action (see Annas, Reyes). This binary enables the WMA to label the action of the mentally impaired suicide while claiming that to do so for political protesters would be a “misconception” because the “striker … does not want to die” but to “live better” by obtaining certain political goals for himself, his group or his country. “If necessary he is willing to sacrifice his life for his case, but the aim is certainly not suicide” (Reyes 11). In practice, the boundaries between suicide and political protest are likely to be much more blurred than this but the medico-ethical binary is important because it informs discourses about what form of intervention is ethically appropriate. In the case of the “suicidal” the WMA legitimises force-feeding by a doctor as a life-saving act. In the case of the political protestor, it is de-legitimised in discourses of an infringement of freedom of expression and an act of torture because of the pain involved (see Annas, Reyes). Philosopher Michel Foucault argued that prison is a key site where the embodied subject is explicitly governed and where the exercising of state power in the act of incarceration means the body of the imprisoned no longer solely belongs to the individual. It is also where the “body’s range of significations” is curtailed, “shaped and invested by the very forces that detain and imprison it” (Pugliese 2). Thus, prison creates the circumstances in which the incarcerated is denied the “usual forms of protest and judicial safeguards” available outside its confines. The consequence is that when presented with conditions that violate core beliefs he/she may view acts of self-destruction—such as hunger strikes or lip sewing—as one of the few “means of protesting against, or demanding attention” or achieving political ends still available to them (Reyes 11; Pugliese). The hunger strike implicates the state, which, in the act of imprisoning, has assumed a measure of power and responsibility for the body of the individual. If a protest action is labelled suicidal by medical professionals—for instance at Guantanamo—then the force-feeding of prisoners can be legitimised within the WMA guidelines (Annas). There is considerable political temptation to do so particularly when the hunger striker has become an icon of resistance to the state, the knowledge of his/her action has transcended prison confines, and the alienating conditions that prompted the action are being widely debated in the media. This poses a two-fold danger for the state. On the one hand, there is the possibility that the slow emaciation and death while imprisoned, if covered by the media, may become a spectacle able to mobilise further resistance that can destabilise the polity. On the other hand, there is the fear that in the act of dying, and the spectacle surrounding death, the hunger striker would have secured the public attention to the very cause they are championing. Central to this is whether or not the act of self-destruction is mediated. It is far from inevitable that the media will cover a hunger strike or do so in ways that enable the hunger striker’s appeal to the emotions of others. However, when it does, the international scrutiny and condemnation that follows may undermine the credibility of the state—as happened with the death of the IRA member Bobby Sands in Northern Ireland (Russell). The Media Ecology and the Bahrain Arab Spring The IRA’s use of an “ancient tactic ... to make a blunt appeal to sympathy and emotion” in the form of the Sands hunger strike was seen as “spectacularly successful in gaining worldwide publicity” (Willis 1). Media ecology has evolved dramatically since then. Over the past 20 years communication flows between the local and the global, traditional media formations (broadcast and print), and new communication media (Internet and mobile phones) have escalated. The interactions of the traditional media have historically shaped and been shaped by more “top-down” “politics of representation” in which the primary relationship is between journalists and competing public relations professionals servicing rival politicians, business or NGOs desire for media attention and framing issues in a way that is favourable or sympathetic to their cause. However, rapidly evolving new media platforms offer bottom up, user-generated content, a politics of connectivity, and mobilization of ordinary people (Cottle 31). However, this distinction has increasingly been seen as offering too rigid a binary to capture the complexity of the interactions between traditional and new media as well as the events they capture. The evolution of both meant their content increasingly overlaps and interpenetrates (see Bennett). New media technologies “add new communicative ingredients into the media ecology mix” (Cottle 31) as well as new forms of political protests and new ways of mobilizing dispersed networks of activists (Juris). Despite their pervasiveness, new media technologies are “unlikely to displace the necessity for coverage in mainstream media”; a feature noted by activist groups who have evolved their own “carnivalesque” tactics (Cottle 32) capable of creating the spectacle that meets television demands for action-driven visuals (Juris). New media provide these groups with the tools to publicise their actions pre- and post-event thereby increasing the possibility that mainstream media might cover their protests. However there is no guarantee that traditional and new media content will overlap and interpenetrate as initial coverage of the Bahrain Arab Spring highlights. Peaceful protests began in February 2011 but were violently quelled often by Saudi, Qatari and UAE militia on behalf of the Bahraini government. Mass arrests were made including that of children and medical personnel who had treated those wounded during the suppression of the protests. What followed were a long series of detentions without trial, military court rulings on civilians, and frequent use of torture in prisons (Human Rights Watch 2012). By the end of 2011, the country had the highest number of political prisoners per capita of any country in the world (Amiri) but received little coverage in the US. The Libyan uprising was afforded the most broadcast time (700 minutes) followed by Egypt (500 minutes), Syria (143), and Bahrain (34) (Lobe). Year-end round-ups of the Arab Spring on the American Broadcasting Corporation ignored Bahrain altogether or mentioned it once in a 21-page feature (Cavell). This was not due to a lack of information because a steady stream has flowed from mobile phones, Internet sites and Twitter as NGOs—Bahraini and international—chronicled in images and first-hand accounts the abuses. However, little of this coverage was picked up by the US-dominated global media. It was in this context that the Bahraini-Danish human rights activist Abdulhad Al Khawaja launched his “freedom or death” hunger strike in protest against the violent suppression of peaceful demonstrations, the treatment of prisoners, and the conduct of the trials. Even this radical action failed to persuade international editors to cover the Bahrain Arab Spring or Al Khawaja’s deteriorating health despite being “one of the most important stories to emerge over the Arab Spring” (Nallu). This began to change in April 2012 as a number of things converged. Formula 1 pressed ahead with the Bahrain Grand Prix, and pro-democracy activists pledged “days of rage” over human rights abuses. As these were violently suppressed, editors on global news desks increasingly questioned the government and Formula 1 “spin” that all was well in the kingdom (see BBC; Turner). Claims by the drivers—many of who were sponsored by the Bahraini government—that this was a sports event, not a political one, were met with derision and journalists more familiar with interviewing superstars were diverted into covering protests because their political counterparts had been denied entry to the country (Fisk). This combination of media events and responses created the attention, interest, and space in which Al Khawaja’s deteriorating condition could become a media spectacle. The Mediated Spectacle of Al Khawaja’s Hunger Strike Journalists who had previously struggled to interest editors in Bahrain and Al Khawaja’s plight found that in the weeks leading up to the Grand Prix and since “his condition rapidly deteriorated”’ and there were “daily updates with stories from CNN to the Hindustan Times” (Nulla). Much of this mainstream news was derived from interviews and tweets from Al Khawaja’s family after each visit or phone call. What emerged was an unprecedented composite—a diary of witnesses to a hunger strike interspersed with the family’s struggles with the authorities to get access to him and their almost tangible fear that the Bahraini government would not relent and he would die. As these fears intensified 48 human rights NGOs called for his release from prison (Article 19) and the Danish government formally requested his extradition for hospital treatment on “humanitarian grounds”. Both were rejected. As if to provide evidence of Al Khawaja’s tenuous hold on life, his family released an image of his emaciated body onto Twitter. This graphic depiction of the corporeal-environmental act of (self) destruction was re-tweeted and posted on countless NGO and news Websites (see Al-Jazeera). It was also juxtaposed against images of multi-million dollar cars circling a race-track, funded by similarly large advertising deals and watched by millions of people around the world on satellite channels. Spectator sport had become a grotesque parody of one man’s struggle to speak of what was going on in Bahrain. In an attempt to silence the criticism the Bahraini government imposed a de facto news blackout denying all access to Al Khawaja in hospital where he had been sent after collapsing. The family’s tweets while he was held incommunicado speak of their raw pain, their desperation to find out if he was still alive, and their grief. They also provided a new source of information, and the refrain “where is alkhawaja,” reverberated on Twitter and in global news outlets (see for instance Der Spiegel, Al-Jazeera). In the days immediately after the race the Danish prime minister called for the release of Al Khawaja, saying he is in a “very critical condition” (Guardian), as did the UN’s Ban-Ki Moon (UN News and Media). The silencing of Al Khawaja had become a discourse of callousness and as global media pressure built Bahraini ministers felt compelled to challenge this on non-Arabic media, claiming Al Khawaja was “eating” and “well”. The Bahraini Prime Minister gave one of his first interviews to the Western media in years in which he denied “AlKhawaja’s health is ‘as bad’ as you say. According to the doctors attending to him on a daily basis, he takes liquids” (Der Spiegel Online). Then, after six days of silence, the family was allowed to visit. They tweeted that while incommunicado he had been restrained and force-fed against his will (Almousawi), a statement almost immediately denied by the military hospital (Lebanon Now). The discourses of silence and callousness were replaced with discourses of “torture” through force-feeding. A month later Al Khawaja’s wife announced he was ending his hunger strike because he was being force-fed by two doctors at the prison, family and friends had urged him to eat again, and he felt the strike had achieved its goal of drawing the world’s attention to Bahrain government’s response to pro-democracy protests (Ahlul Bayt News Agency). Conclusion This article has sought to explore two ecologies. The first is of medico-ethical discourses which construct a prison hunger strike as a corporeal-environmental act of (self) destruction to achieve particular political ends. The second is of shifting engagement within media ecology and the struggle to facilitate interpenetration of content and discourses between mainstream news formations and new media flows of information. I have argued that what connects the two is the body of the hunger striker turned into a spectacle, mediated via a politics of affect which invites empathy and anger to mobilise behind the cause of the hunger striker. The body of the hunger striker is thereby (re)produced as a feature of the twin ecologies of the media environment and the self-environment relationship. References Ahlul Bayt News Agency. “Bahrain: Abdulhadi Alkhawaja’s Statement about Ending his Hunger Strike.” (29 May 2012). 1 June 2012 ‹http://abna.ir/data.asp?lang=3&id=318439›. Al-Akhbar. “Family Concerned Al-Khawaja May Be Being Force Fed.” Al-Akhbar English. (27 April 2012). 1 June 2012 ‹http://english.al-akhbar.com/content/family-concerned-al-khawaja-may-be-being-force-fed›. 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When I think of 'flesh' at this moment in human history, it's difficult not to think of the images on television and in print news reports in recent weeks. The first pictures of Kosovo's Albanian population being purged from their homes and amassed on the borders of neighbouring countries have left an impression. While cameras have stood witness from afar, we have been confronted by images of people being shot at point-blank range. Rows of corpses have lined up after ill-executed bombing raids by NATO forces and the more systematic slaughter of pro-independence activists by wayward Indonesian military groups in East Timor. Perhaps less expected, the deaths of school students in Columbine, Colorado, and the patrons of a gay club in the Soho district of London have added force to daily reminders on the insistence of the flesh to being. The significance of flesh to being extends beyond a simple matter of physical survival. It is often our reaction to the flesh of the other upon which we stake our very sense of self. Subjectivity becomes a constant process of negotiating the borders of the self, where an individual may either identify with the other they encounter, or attempt to deny or repress the other's existence. The recent events around the world are illustrative of the attempt by some individuals to repress others, who (inadvertently) threaten their stable sense of self, by way of the very final solution of death. It is often a response to an irrational fear of the inescapable physical flesh of others in various manifestations, such as ethnicity, gender and sexuality, that provokes such violent actions. In view of the on-going perpetration of violence towards others, it is little wonder that fantasies of transcending the flesh abound in many narratives. The successes of William Gibson's Neuromancer in 1986, and now the currently-released film The Matrix are contemporary testaments to the ongoing popularity of this fantasy of human self-creation without the limits imposed by 'meat'. While it might be argued that the leap into cyberspace is a denial of the flesh, it might also be argued that emergent technologies are almost certainly embraced because they seem to offer the possibility of allowing us to be more human than we are currently. New technologies seem to offer new ways of being in the world that will refine human communication and diffuse prejudices, where you will be loved for your personality and not hated for the colour of your skin. In this issue of M/C we consider a variety of ways of thinking about the flesh amidst the effects of media and new technologies. The feature article by Sean Aylward Smith asks "Where Does the Body End?", and thus also, where does technology begin? Smith deliberates on the difficulty of working with and about technology, where common-sense suggests that one should be able to define the distinction between technology and the body before embarking on the study of "any given socio-technical imbroglio". Working through the philosophical writings of Felix Guattari, Bruno Latour and then Guattari again, this time in conjunction with Gilles Deleuze, Smith progressively confuses the apparently neat distinction between technology and the body to argue for a subjectivity, or rather "a mode of individuation" as a haecceity, where humans are "collective assemblages" of agencies and affects. Peter Chen undertakes his deliberation on flesh in terms of its existence on the Internet in the form of pornography. In "Community Without Flesh: First Thoughts on the New Broadcasting Services Amendment (Online Services) Bill 1999", Chen argues that in adapting existing regulatory paradigms to the Internet, the Australian government has overlooked the informal communities of the virtual world. He suggests that in attempting to meet a perceived social need for regulation with political and administrative expedience, the government has ignored the potentially cohesive role they might play in the development of self-regulating communities who require little government intervention to produce socially beneficial outcomes. Chen predicts the formation of a new type of community, "whose desire for a feast of flesh" will ensure they are vigilant in their evasion of the cast of the regulators' net. Alan Macdougall's article might offer some practical solutions for those members of the virtual communities of cyberspace discussed by Chen. In "'And the Word Was Made Flesh, and Dwelt amongst Us'": Towards Pseudonymous Life on the Internet", Macdougall engages in a critical discussion of pseudonymity on the Internet, where users construct untraceable identities for use online. While Chen identified the concerns private citizens have when governments implement modes of surveillance for online activities, Macdougall acknowledges the threat individuals also experience from commercial interests gathering demographic information. He iterates the emergent technologies that are being developed to counter such intrusions, and considers the ways in which this "new flesh" will dwell amongst us. Axel Bruns continues the discussion of the Internet, and concurs with Macdougall's assessment that while online activity may present itself as ephemeral, in fact it has a presence that produces very real effects. In a defense of the significance of online publishing and communication, Bruns asks "How Solid Is the Flesh?"; he wonders whether the solidity and therefore the esteem that is generally attributed to publications in the 'real world' is a convincing argument when many books and print journals languish unread on obscure library shelves. On the contrary, Bruns argues, the 'flesh' is not left behind when the leap is taken into cyberspace. The ongoing explosion in available storage space on the Internet has the effect that cyberspace is becoming increasingly anephemeral. In "How Funny?: Spectacular Ani in Animated Television Cartoons" Simon-Astley Scholfield shifts our focus to a small screen of another kind in his consideration of the popular animated American 'kidult' cartoon series Ren and Stimpy and South Park. He notes that amid the uproar about the excessive depictions of violence and viscera in these comedy cartoons, an analysis of their representations of anal flesh has been conspicuously avoided. Scholfield's article addresses this oversight in a comparison between the two programmes. He concludes that while South Park explores subversive themes, "they have been twisted into misogynist and homophobic contexts". In contrast, the narrative outcomes in Ren and Stimpy posit a challenge to the "dominant homophobic culture". The 1997 spate of dead celebrities provides the flesh in Rebecca Farley's article, "The Word Made Flesh: Media Coverage of Dead Celebrities". Noticing the absence of pictures of dead celebrities' bodies in the coverage of their deaths, Farley wonders if when alive, celebrities fill a particular function, what do they do in death? Choosing to focus specifically on the deaths of Gianni Versace, Michael Hutchence and Mother Teresa, Farley argues that the sexually transgressive personae of Versace and Hutchence in life are replaced with "a pro-social narrative" that returns them to the bosom of family in death, while Mother Teresa, whose body "caused no trouble when it was alive, and conveniently wasn't mangled to death", is allowed to be present and photographed in death. Tseen Khoo's article, "Fetishising Flesh: Asian-Australian and Asian-Canadian Representation, Porno-Culinary Genres, and the Racially Marked Body" takes full advantage of the Internet to introduce the topic of flesh. Via a tour of various Websites, Khoo introduces the Web-surfer to the issues involved in representing the Asian body in diaspora, and the politically fraught issues for racial minority populations in majority 'white' nations. Khoo considers examples from Japanese-Canadian literature, metaphors of ingestion, and racial minority identity politics in the United States. The final submission to this issue is a work of creative writing by Hamish Kaden. "The Interminable Son" is the story of a man reconciling the death of his well-known feminist mother. The un-named character resurrects the memory of his mother through a Buddhist ceremony for the dead, and by conducting library research into her life as a prominent campaigner for women's right to have safe abortions. Kaden imparts the emotions of his character, while providing insight into an important health issue that effects many lives. This issue of M/C conceives of flesh in many forms and relationships. The cover image, designed by Damian Frost, should not go without mention as it provides a fresh vision from which to embark onto the smorgasbord of 'flesh'. Enjoy! Kirsty Leishman 'Flesh' Issue Editor Citation reference for this article MLA style: Kirsty Leishman. "Editorial: 'Flesh'." M/C: A Journal of Media and Culture 2.3 (1999). [your date of access] <http://www.uq.edu.au/mc/9905/edit.php>. Chicago style: Kirsty Leishman, "Editorial: 'Flesh'," M/C: A Journal of Media and Culture 2, no. 3 (1999), <http://www.uq.edu.au/mc/9905/edit.php> ([your date of access]). APA style: Kirsty Leishman. (1999) Editorial: 'flesh'. M/C: A Journal of Media and Culture 2(3). <http://www.uq.edu.au/mc/9905/edit.php> ([your date of access]).

For the past twenty years, academics and other social commentators have, by and large, shared the view that the phase of modernity through which we are currently passing is defined by two interrelated catalysts of change: the physical movement of people and the virtual movement of information around the globe. As we enter the second decade of the new millennium, it is certainly a timely moment to reflect upon the ways in which the prognoses of the scholars and scientists writing in the late twentieth century have come to pass, especially since—during the time this special issue has been in press—the revolutions that are gathering pace in the Arab world appear to be realising the theoretical prediction that the ever-increasing “flows” of people and information would ultimately bring about the end of the nation-state and herald an era of transnationalism (Appadurai, Urry). For writers like Arjun Appadurai, moreover, the concept of diaspora was key to grasping how this new world order would take shape, and how it would operate: Diasporic public spheres, diverse amongst themselves, are the crucibles of a postnational political order. The engines of their discourse are mass media (both interactive and expressive) and the movement of refugees, activists, students, laborers. It may be that the emergent postnational order proves not to be a system of homogeneous units (as with the current system of nation-states) but a system based on relations between heterogeneous units (some social movements, some interest groups, some professional bodies, some non-governmental organizations, some armed constabularies, some judicial bodies) ... In the short run, as we can see already, it is likely to be a world of increased incivility and violence. In the longer run, free from the constraints of the nation form, we may find that cultural freedom and sustainable justice in the world do not presuppose the uniform and general existence of the nation-state. This unsettling possibility could be the most exciting dividend of living in modernity at large. (23) In this editorial, we would like to return to the “here and now” of the late 1990s in which theorists like Arjun Appaduri, Ulrich Beck, John Urry, Zygmunt Bauman, Robert Robertson and others were “imagining” the consequences of both globalisation and glocalisation for the twenty-first century in order that we may better assess what is, indeed, coming to pass. While most of their prognoses for this “second modernity” have proven remarkably accurate, it is their—self-confessed—inability to forecast either the nature or the extent of the digital revolution that most vividly captures the distance between the mid-1990s and now; and it is precisely the consequences of this extraordinary technological revolution on the twin concepts of “glocality” and “diaspora” that the research featured in this special issue seeks to capture. Glocal Imaginaries Appadurai’s endeavours to show how globalisation was rapidly making itself felt as a “structure of feeling” (Williams in Appadurai 189) as well as a material “fact” was also implicit in our conceptualisation of the conference, “Glocal Imaginaries: Writing/Migration/Place,” which gave rise to this special issue. This conference, which was the culmination of the AHRC-funded project “Moving Manchester: Literature/Migration/Place (2006-10)”, constituted a unique opportunity to gain an international, cross-disciplinary perspective on urgent and topical debates concerning mobility and migration in the early twenty-first century and the strand “Networked Diasporas” was one of the best represented on the program. Attracting papers on broadcast media as well as the new digital technologies, the strand was strikingly international in terms of the speakers’ countries of origin, as is this special issue which brings together research from six European countries, Australia and the Indian subcontinent. The “case-studies” represented in these articles may therefore be seen to constitute something of a “state-of-the-art” snapshot of how Appadurai’s “glocal imaginary” is being lived out across the globe in the early years of the twenty-first century. In this respect, the collection proves that his hunch with regards to the signal importance of the “mass-media” in redefining our spatial and temporal coordinates of being and belonging was correct: The third and final factor to be addressed here is the role of the mass-media, especially in its electronic forms, in creating new sorts of disjuncture between spatial and virtual neighborhoods. This disjuncture has both utopian and dystopian potentials, and there is no easy way to tell how these may play themselves out in the future of the production of locality. (194) The articles collected here certainly do serve as testament to the “bewildering plethora of changes in ... media environments” (195) that Appadurai envisaged, and yet it can clearly also be argued that this agent of glocalisation has not yet brought about the demise of the nation-state in the way (or at the speed) that many commentators predicted. Digital Diasporas in a Transnational World Reviewing the work of the leading social science theorists working in the field during the late 1990s, it quickly becomes evident that: (a) the belief that globalisation presented a threat to the nation-state was widely held; and (b) that the “jury” was undecided as to whether this would prove a good or bad thing in the years to come. While the commentators concerned did their best to complexify both their analysis of the present and their view of the future, it is interesting to observe, in retrospect, how the rhetoric of both utopia and dystopia invaded their discourse in almost equal measure. We have already seen how Appadurai, in his 1996 publication, Modernity at Large, looks beyond the “increased incivility and violence” of the “short term” to a world “free from the constraints of the nation form,” while Roger Bromley, following Agamben and Deleuze as well as Appadurai, typifies a generation of literary and cultural critics who have paid tribute to the way in which the arts (and, in particular, storytelling) have enabled subjects to break free from their national (af)filiations (Pearce, Devolving 17) and discover new “de-territorialised” (Deleuze and Guattari) modes of being and belonging. Alongside this “hope,” however, the forces and agents of globalisation were also regarded with a good deal of suspicion and fear, as is evidenced in Ulrich Beck’s What is Globalization? In his overview of the theorists who were then perceived to be leading the debate, Beck draws distinctions between what was perceived to be the “engine” of globalisation (31), but is clearly most exercised by the manner in which the transformation has taken shape: Without a revolution, without even any change in laws or constitutions, an attack has been launched “in the normal course of business”, as it were, upon the material lifelines of modern national societies. First, the transnational corporations are to export jobs to parts of the world where labour costs and workplace obligations are lowest. Second, the computer-generation of worldwide proximity enables them to break down and disperse goods and services, and produce them through a division of labour in different parts of the world, so that national and corporate labels inevitably become illusory. (3; italics in the original) Beck’s concern is clearly that all these changes have taken place without the nation-states of the world being directly involved in any way: transnational corporations began to take advantage of the new “mobility” available to them without having to secure the agreement of any government (“Companies can produce in one country, pay taxes in another and demand state infrastructural spending in yet another”; 4-5); the export of the labour market through the use of digital communications (stereotypically, call centres in India) was similarly unregulated; and the world economy, as a consequence, was in the process of becoming detached from the processes of either production or consumption (“capitalism without labour”; 5-7). Vis-à-vis the dystopian endgame of this effective “bypassing” of the nation-state, Beck is especially troubled about the fate of the human rights legislation that nation-states around the world have developed, with immense effort and over time (e.g. employment law, trade unions, universal welfare provision) and cites Zygmunt Bauman’s caution that globalisation will, at worst, result in widespread “global wealth” and “local poverty” (31). Further, he ends his book with a fully apocalyptic vision, “the Brazilianization of Europe” (161-3), which unapologetically calls upon the conventions of science fiction to imagine a worst-case scenario for a Europe without nations. While fourteen or fifteen years is evidently not enough time to put Beck’s prognosis to the test, most readers would probably agree that we are still some way away from such a Europe. Although the material wealth and presence of the transnational corporations strikes a chord, especially if we include the world banks and finance organisations in their number, the financial crisis that has rocked the world for the past three years, along with the wars in Iraq and Afghanistan, and the ascendancy of Al-Qaida (all things yet to happen when Beck was writing in 1997), has arguably resulted in the nations of Europe reinforcing their (respective and collective) legal, fiscal, and political might through rigorous new policing of their physical borders and regulation of their citizens through “austerity measures” of an order not seen since World War Two. In other words, while the processes of globalisation have clearly been instrumental in creating the financial crisis that Europe is presently grappling with and does, indeed, expose the extent to which the world economy now operates outside the control of the nation-state, the nation-state still exists very palpably for all its citizens (whether permanent or migrant) as an agent of control, welfare, and social justice. This may, indeed, cause us to conclude that Bauman’s vision of a world in which globalisation would make itself felt very differently for some groups than others came closest to what is taking shape: true, the transnationals have seized significant political and economic power from the nation-state, but this has not meant the end of the nation-state; rather, the change is being experienced as a re-trenching of whatever power the nation-state still has (and this, of course, is considerable) over its citizens in their “local”, everyday lives (Bauman 55). If we now turn to the portrait of Europe painted by the articles that constitute this special issue, we see further evidence of transglobal processes and practices operating in a realm oblivious to local (including national) concerns. While our authors are generally more concerned with the flows of information and “identity” than business or finance (Appaduri’s “ethnoscapes,” “technoscapes,” and “ideoscapes”: 33-7), there is the same impression that this “circulation” (Latour) is effectively bypassing the state at one level (the virtual), whilst remaining very materially bound by it at another. In other words, and following Bauman, we would suggest that it is quite possible for contemporary subjects to be both the agents and subjects of globalisation: a paradox that, as we shall go on to demonstrate, is given particularly vivid expression in the case of diasporic and/or migrant peoples who may be able to bypass the state in the manufacture of their “virtual” identities/communities) but who (Cohen) remain very much its subjects (or, indeed, “non-subjects”) when attempting movement in the material realm. Two of the articles in the collection (Leurs & Ponzanesi and Marcheva) deal directly with the exponential growth of “digital diasporas” (sometimes referred to as “e-diasporas”) since the inception of Facebook in 2004, and both provide specific illustrations of the way in which the nation-state both has, and has not, been transcended. First, it quickly becomes clear that for the (largely) “youthful” (Leurs & Ponzanesi) participants of nationally inscribed networking sites (e.g. “discovernikkei” (Japan), “Hyves” (Netherlands), “Bulgarians in the UK” (Bulgaria)), shared national identity is a means and not an end. In other words, although the participants of these sites might share in and actively produce a fond and nostalgic image of their “homeland” (Marcheva), they are rarely concerned with it as a material or political entity and an expression of their national identities is rapidly supplemented by the sharing of other (global) identity markers. Leurs & Ponzanesi invoke Deleuze and Guattari’s concept of the “rhizome” to describe the way in which social networkers “weave” a “rhizomatic path” to identity, gradually accumulating a hybrid set of affiliations. Indeed, the extent to which the “nation” disappears on such sites can be remarkable as was also observed in our investigation of the digital storytelling site, “Capture Wales” (BBC) (Pearce, "Writing"). Although this BBC site was set up to capture the voices of the Welsh nation in the early twenty-first century through a collection of (largely) autobiographical stories, very few of the participants mention either Wales or their “Welshness” in the stories that they tell. Further, where the “home” nation is (re)imagined, it is generally in an idealised, or highly personalised, form (e.g. stories about one’s own family) or through a sharing of (perceived and actual) cultural idiosyncrasies (Marcheva on “You know you’re a Bulgarian when …”) rather than an engagement with the nation-state per se. As Leurs & Ponzanesi observe: “We can see how the importance of the nation-state gets obscured as diasporic youth, through cultural hybridisation of youth culture and ethnic ties initiate subcultures and offer resistance to mainstream cultural forms.” Both the articles just discussed also note the shading of the “national” into the “transnational” on the social networking sites they discuss, and “transnationalism”—in the sense of many different nations and their diasporas being united through a common interest or cause—is also a focus of Pikner’s article on “collective actions” in Europe (notably, “EuroMayDay” and “My Estonia”) and Harb’s highly topical account of the role of both broadcast media (principally, Al-Jazeera) and social media in the revolutions and uprisings currently sweeping through the Arab world (spring 2011). On this point, it should be noted that Harb identifies this as the moment when Facebook’s erstwhile predominantly social function was displaced by a manifestly political one. From this we must conclude that both transnationalism and social media sites can be put to very different ends: while young people in relatively privileged democratic countries might embrace transnationalism as an expression of their desire to “rise above” national politics, the youth of the Arab world have engaged it as a means of generating solidarity for nationalist insurgency and liberation. Another instance of “g/local” digital solidarity exceeding national borders is to be found in Johanna Sumiala’s article on the circulatory power of the Internet in the Kauhajoki school shooting which took place Finland in 2008. As well as using the Internet to “stage manage” his rampage, the Kauhajoki shooter (whose name the author chose to withhold for ethical reasons) was subsequently found to have been a member of numerous Web-based “hate groups”, many of them originating in the United States and, as a consequence, may be understood to have committed his crime on behalf of a transnational community: what Sumiala has defined as a “networked community of destruction.” It must also be noted, however, that the school shootings were experienced as a very local tragedy in Finland itself and, although the shooter may have been psychically located in a transnational hyper-reality when he undertook the killings, it is his nation-state that has had to deal with the trauma and shame in the long term. Woodward and Brown & Rutherford, meanwhile, show that it remains the tendency of public broadcast media to uphold the raison d’être of the nation-state at the same time as embracing change. Woodward’s feature article (which reports on the AHRC-sponsored “Tuning In” project which has researched the BBC World Service) shows how the representation of national and diasporic “voices” from around the world, either in opposition to or in dialogue with the BBC’s own reporting, is key to the way in which the Commission has changed and modernised in recent times; however, she is also clear that many of the objectives that defined the service in its early days—such as its commitment to a distinctly “English” brand of education—still remain. Similarly, Brown & Rutherford’s article on the innovative Australian ABC children’s television series, My Place (which has combined traditional broadcasting with online, interactive websites) may be seen to be positively promoting the Australian nation by making visible its commitment to multiculturalism. Both articles nevertheless reveal the extent to which these public service broadcasters have recognised the need to respond to their nations’ changing demographics and, in particular, the fact that “diaspora” is a concept that refers not only to their English and Australian audiences abroad but also to their now manifestly multicultural audiences at home. When it comes to commercial satellite television, however, the relationship between broadcasting and national and global politics is rather harder to pin down. Subramanian exposes a complex interplay of national and global interests through her analysis of the Malayalee “reality television” series, Idea Star Singer. Exported globally to the Indian diaspora, the show is shamelessly exploitative in the way in which it combines residual and emergent ideologies (i.e. nostalgia for a traditional Keralayan way of life vs aspirational “western lifestyles”) in pursuit of its (massive) audience ratings. Further, while the ISS series is ostensibly a g/local phenomenon (the export of Kerala to the rest of the world rather than “India” per se), Subramanian passionately laments all the progressive national initiatives (most notably, the campaign for “women’s rights”) that the show is happy to ignore: an illustration of one of the negative consequences of globalisation predicted by Beck (31) noted at the start of this editorial. Harb, meanwhile, reflects upon a rather different set of political concerns with regards to commercial satellite broadcasting in her account of the role of Al-Jazeera and Al Arabiya in the recent (2011) Arab revolutions. Despite Al-Jazeera’s reputation for “two-sided” news coverage, recent events have exposed its complicity with the Qatari government; further, the uprisings have revealed the speed with which social media—in particular Facebook and Twitter—are replacing broadcast media. It is now possible for “the people” to bypass both governments and news corporations (public and private) in relaying the news. Taken together, then, what our articles would seem to indicate is that, while the power of the nation-state has notionally been transcended via a range of new networking practices, this has yet to undermine its material power in any guaranteed way (witness recent counter-insurgencies in Libya, Bahrain, and Syria).True, the Internet may be used to facilitate transnational “actions” against the nation-state (individual or collective) through a variety of non-violent or violent actions, but nation-states around the world, and especially in Western Europe, are currently wielding immense power over their subjects through aggressive “austerity measures” which have the capacity to severely compromise the freedom and agency of the citizens concerned through widespread unemployment and cuts in social welfare provision. This said, several of our articles provide evidence that Appadurai’s more utopian prognoses are also taking shape. Alongside the troubling possibility that globalisation, and the technologies that support it, is effectively eroding “difference” (be this national or individual), there are the ever-increasing (and widely reported) instances of how digital technology is actively supporting local communities and actions around the world in ways that bypass the state. These range from the relatively modest collective action, “My Estonia”, featured in Pikner’s article, to the ways in which the Libyan diaspora in Manchester have made use of social media to publicise and support public protests in Tripoli (Harb). In other words, there is compelling material evidence that the heterogeneity that Appadurai predicted and hoped for has come to pass through the people’s active participation in (and partial ownership of) media practices. Citizens are now able to “interfere” in the representation of their lives as never before and, through the digital revolution, communicate with one another in ways that circumvent state-controlled broadcasting. We are therefore pleased to present the articles that follow as a lively, interdisciplinary and international “state-of-the-art” commentary on how the ongoing revolution in media and communication is responding to, and bringing into being, the processes and practices of globalisation predicted by Appadurai, Beck, Bauman, and others in the 1990s. The articles also speak to the changing nature of the world’s “diasporas” during this fifteen year time frame (1996-2011) and, we trust, will activate further debate (following Cohen) on the conceptual tensions that now manifestly exist between “virtual” and “material” diasporas and also between the “transnational” diasporas whose objective is to transcend the nation-state altogether and those that deploy social media for specifically local or national/ist ends. Acknowledgements With thanks to the Arts and Humanities Research Council (UK) for their generous funding of the “Moving Manchester” project (2006-10). Special thanks to Dr Kate Horsley (Lancaster University) for her invaluable assistance as ‘Web Editor’ in the production of this special issue (we could not have managed without you!) and also to Gail Ferguson (our copy-editor) for her expertise in the preparation of the final typescript. References Appadurai, Arjun. Modernity at Large: Cultural Dimensions of Globalisation. Minneapolis: U of Minnesota P, 1996. Bauman, Zygmunt. Globalization. Cambridge: Polity, 1998. Beck, Ulrich. What is Globalization? Trans. Patrick Camiller. Cambridge: Polity, 2000 (1997). Bromley, Roger. Narratives for a New Belonging: Diasporic Cultural Fictions. Edinburgh: Edinburgh UP, 2000. Cohen, Robin. Global Diasporas. 2nd ed. London and New York: Routledge, 2008. Deleuze, Gilles, and Felix Guattari. A Thousand Plateaus: Capitalism and Schizophrenia. Trans. Brian Massumi. Minneapolis: U of Minnesota P, 1987. Latour, Bruno. Reassembling the Social: An Introduction to Actor-Network Theory. Oxford: Oxford UP, 1995. Pearce, Lynne, ed. Devolving Identities: Feminist Readings in Home and Belonging. London: Ashgate, 2000. Pearce, Lynne. “‘Writing’ and ‘Region’ in the Twenty-First Century: Epistemological Reflections on Regionally Located Art and Literature in the Wake of the Digital Revolution.” European Journal of Cultural Studies 13.1 (2010): 27-41. Robertson, Robert. Globalization: Social Theory and Global Culture. London: Sage, 1992. Urry, John. Sociology beyond Societies. London: Routledge, 1999. Williams, Raymond. Dream Worlds: Mass Consumption in Late Nineteenth-Century France. Berkeley: U of California P, 1982.

According to the ABC television program Four Corners, “Parliament House in Canberra is a hotbed of political intrigue and high tension … . It’s known as the ‘Canberra Bubble’ and it operates in an atmosphere that seems far removed from how modern Australian workplaces are expected to function.” The term “Canberra Bubble” morphed to its current definition from 2001, although it existed in other forms before this. Its use has increased since 2015, with Prime Minister Scott Morrison regularly referring to it when attempting to deflect from turmoil within, or focus on, his Coalition government (Gwynn). “Canberra Bubble” was selected as the 2018 “Word of the Year” by the Australian National Dictionary Centre, defined as “referring to the idea that federal politicians, bureaucracy, and political journalists are obsessed with the goings-on in Canberra (rather than the everyday concerns of Australians)” (Gwynn). In November 2020, Four Corners aired an investigation into the behaviour of top government ministers, including Attorney-General Christian Porter, Minister Alan Tudge, and former Deputy Prime Minister and leader of the National Party Barnaby Joyce; entitled “Inside the Canberra Bubble”. The program’s reporter, Louise Milligan, observed: there’s a strong but unofficial tradition in federal politics of what happens in Canberra, stays in Canberra. Politicians, political staff and media operate in what’s known as ‘The Canberra Bubble’. Along with the political gamesmanship, there’s a heady, permissive culture and that culture can be toxic for women. The program acknowledged that parliamentary culture included the belief that politicians’ private lives were not open to public scrutiny. However, this leaves many women working in Parliament House feeling that such silence allows inappropriate behaviour and sexism to “thrive” in the “culture of silence” (Four Corners). Former Prime Minister Malcolm Turnbull, who was interviewed for the Four Corners program, acknowledged: “there is always a power imbalance between the boss and somebody who works for them, the younger and more junior they are, the more extreme that power imbalance is. And of course, Ministers essentially have the power to hire and fire their staff, so they’ve got enormous power.” He equates this to past culture in large corporations; a culture that has seen changes in business, but not in the federal parliament. It is the latter place that is a toxic bubble for women. A Woman Problem in the Bubble Louise Milligan reported: “the Liberal Party has been grappling with what’s been described as a ‘women problem’ for several years, with accusations of endemic sexism.” The underrepresentation of women in the current government sees them holding only seven of the 30 current ministerial positions. The Liberal Party has fewer women in the House of Representatives now than it did 20 years ago, while the Labor Party has doubled the number of women in its ranks. When asked his view on the “woman problem”, Malcolm Turnbull replied: “well I think women have got a problem with the Liberal Party. It’s probably a better way of putting it … . The party does not have enough women MPs and Senators … . It is seen as being very blokey.” Current Prime Minister Scott Morrison said in March 2019: “we want to see women rise. But we don’t want to see women rise, only on the basis of others doing worse” (Four Corners); with “others” seen as a reference to men. The Liberal Party’s “woman problem” has been widely discussed in recent years, both in relation to the low numbers of women in its parliamentary representation and in its behaviour towards women. These claims were evident in an article highlighting allegations of bullying by Member of Parliament (MP) Julia Banks, which led to her resignation from the Liberal Party in 2018. Banks’s move to the crossbench as an Independent was followed by the departure from politics of senior Liberal MP and former Deputy Leader Julie Bishop and three other female Liberal MPs prior to the 2019 federal election. For resigning Liberal MP Linda Reynolds, the tumultuous change of leadership in the Liberal Party on 24 August 2018, when Scott Morrison replaced Malcolm Turnbull as Prime Minister, left her to say: “I do not recognise my party at the moment. I do not recognise the values. I do not recognise the bullying and intimidation that has gone on.” Bishop observed on 5 September: “it’s evident that there is an acceptance of a level of behaviour in Canberra that would not be tolerated in any other workplace.” And in her resignation speech on 27 November, Banks stated: “Often, when good women call out or are subjected to bad behaviour, the reprisals, backlash and commentary portrays them as the bad ones – the liar, the troublemaker, the emotionally unstable or weak, or someone who should be silenced” (Four Corners). Rachel Miller is a former senior Liberal staffer who worked for nine years in Parliament House. She admitted to having a consensual relationship with MP Alan Tudge. Both were married at the time. Her reason for “blowing the whistle” was not about the relationship itself, rather the culture built on an imbalance of power that she experienced and witnessed, particularly when endeavouring to end the relationship with Tudge. This saw her moving from Tudge’s office to that of Michaelia Cash, eventually being demoted and finally resigning. Miller refused to accept the Canberra bubble “culture of just putting your head down and not getting involved”. The Four Corners story also highlighted the historical behaviour of Attorney-General Christian Porter and his attitude towards women over several decades. Milligan reported: in the course of this investigation, Four Corners has spoken to dozens of former and currently serving staffers, politicians, and members of the legal profession. Many have worked within, or voted for, the Liberal Party. And many have volunteered examples of what they believe is inappropriate conduct by Christian Porter – including being drunk in public and making unwanted advances to women. Lawyer Josh Bornstein told Four Corners that the role of Attorney-General “occupies a unique role … as the first law officer of the country”, having a position in both the legal system and in politics. It is his view that this comes with a requirement for the Attorney-General “to be impeccable in terms of personal and political behaviour”. Milligan asserts that Porter’s role as “the nation’s chief law officer, includes implementing rules to protect women”. A historical review of Porter’s behaviour and attitude towards women was provided to Four Corners by barrister Kathleen Foley and debating colleague from 1987, Jo Dyer. Dyer described Porter as “very charming … very confident … Christian was quite slick … he had an air of entitlement … that I think was born of the privilege from which he came”. Foley has known Porter since she was sixteen, including at university and later when both were at the State Solicitors’ Office in Western Australia, and her impression was that Porter possessed a “dominant personality”. She said that many expected him to become a “powerful person one day” partly due to his father being “a Liberal Party powerbroker”, and that Porter had aspirations to become Prime Minister. She observed: “I’ve known him to be someone who was in my opinion, and based on what I saw, deeply sexist and actually misogynist in his treatment of women, in the way that he spoke about women.” Foley added: “for a long time, Christian has benefited from the silence around his conduct and his behaviour, and the silence has meant that his behaviour has been tolerated … . I’m here because I don’t think that his behaviour should be tolerated, and it is not acceptable.” Miller told the Four Corners program that she and others, including journalists, had observed Porter being “very intimate” with a young woman. Milligan noted that Porter “had a wife and toddler at home in Perth”, while Miller found the incident “quite confronting … in such a public space … . I was quite surprised by the behaviour and … it was definitely a step too far”. The incident was confirmed to Four Corners by “five other people, including Coalition staffers”. However, in 2017 the “Public Bar incident remained inside the Canberra bubble – it never leaked”, reports Milligan. In response to the exposure of Nationals MP Barnaby Joyce’s relationship with a member of his staff, Malcolm Turnbull changed the Code of Ministerial Standards (February 2018) for members of the Coalition Government (Liberal and National Parties). Labelled by many media as the “bonk ban”, the new code banned sexual relationships between ministers and their staff. Turnbull stopped short of asking Joyce to resign (Yaxley), however, Joyce stepped down as Leader of the National Party and Deputy Prime Minister shortly after the code was amended. Turnbull has conceded that the Joyce affair was the catalyst for implementing changes to ministerial standards (Four Corners). He was also aware of other incidents, including the behaviour of Christian Porter and claims he spoke with Porter in 2017, when concerns were raised about Porter’s behaviour. In what Turnbull acknowledges to be a stressful working environment, the ‘Canberra bubble’ is exacerbated by long hours, alcohol, and being away from family; this leads some members to a loss of standards in behaviour, particularly in relation to how women are viewed. This seems to blame the ‘bubble’ rather than acknowledge poor behaviour. Despite the allegations of improper behaviour against Porter, in 2017 Turnbull appointed Porter Attorney-General. Describing the atmosphere in the Canberra bubble, Miller concedes that not “all men are predators and [not] all women are victims”. She adds that a “work hard, play hard … gung ho mentality” in a “highly sexualised environment” sees senior men not being called out for behaviour, creating the perception that they are “almost beyond reproach [and it’s] something they can get away with”. Turnbull observes: “the attitudes to women and the lack of respect … of women in many quarters … reminds me of the corporate scene … 40 years ago. It’s just not modern Australia” (Four Corners). In a disclaimer about the program, Milligan stated: Four Corners does not suggest only Liberal politicians cross this line. But the Liberal Party is in government. And the Liberal politicians in question are Ministers of the Crown. All ministers must now abide by Ministerial Standards set down by Prime Minister Scott Morrison in 2018. They say: ‘Serving the Australian people as Ministers ... is an honour and comes with expectations to act at all times to the highest possible standards of probity.’ They also prohibit Ministers from having sexual relations with staff. Both Tudge and Porter were sent requests by Four Corners for interviews and answers to detailed questions prior to the program going to air. Tudge did not respond and Porter provided a brief statement in regards to his meeting with Malcolm Turnbull, denying that he had been questioned about allegations of his conduct as reported by Four Corners and that other matters had been discussed. Reactions to the Four Corners Program Responses to the program via mainstream media and on social media were intense, ranging from outrage at the behaviour of ministers on the program, to outrage that the program had aired the private lives of government ministers, with questions as to whether this was in the public interest. Porter himself disputed allegations of his behaviour aired in the program, labelling the claims as “totally false” and said he was considering legal options for “defamation” (Maiden). However, in a subsequent radio interview, Porter said “he did not want a legal battle to distract from his role” as a government minister (Moore). Commenting on the meeting he had with Turnbull in 2017, Porter asserted that Turnbull had not spoken to him about the alleged behaviour and that Turnbull “often summoned ministers in frustration about the amount of detail leaking from his Cabinet.” Porter also questioned the comments made by Dyer and Foley, saying he had not had contact with them “for decades” (Maiden). Yet, in a statement provided to the West Australian after the program aired, Porter admitted that Turnbull had raised the rumours of an incident and Porter had assured him they were unfounded. In a statement he again denied the allegations made in the Four Corners program, but admitted that he had “failed to be a good husband” (Moore). In a brief media release following the program, Tudge stated: “I regret my actions immensely and the hurt it caused my family. I also regret the hurt that Ms. Miller has experienced” (Grattan). Following the Four Corners story, Scott Morrison and Anne Ruston, the Minister for Families and Social Services, held a media conference to respond to the allegations raised by the program. Ruston was asked about her views of the treatment of women within the Liberal Party. However, she was cut off by Morrison who aired his grievance about the use of the term “bonk ban” by journalists, when referring to the ban on ministers having sexual relations with their staff. This interruption of a female minister responding to a question directed at her about allegations of misogyny drew world-wide attention. Ruston went on to reply that she felt “wholly supported” as a member of the party and in her Cabinet position. The video of the incident resulted in a backlash on social media. Ruston was asked about being cut off by the Prime Minister at subsequent media interviews and said she believed it to be “an entirely appropriate intervention” and reiterated her own experiences of being fully supported by other members of the Liberal Party (Maasdorp). Attempts to Silence the ABC A series of actions by government staff and ministers prior to, and following, the Four Corners program airing confirmed the assumption suggested by Milligan that “what happens in Canberra, stays in Canberra”. In the days leading to the airing of the Four Corners program, members of the federal government contacted ABC Chair Ita Buttrose, ABC Managing Director David Anderson, and other senior staff, criticising the program’s content before its release and questioning whether it was in the public interest. The Executive Producer for the program, Sally Neighbour, tweeted about the attempts to have the program cancelled on the day it was to air, and praised ABC management for not acceding to the demands. Anderson raised his concerns about the emails and calls to ABC senior staff while appearing at Senate estimates and said he found it “extraordinary” (Murphy & Davies). Buttrose also voiced her concerns and presented a lecture reinforcing the importance of “the ABC, democracy and the importance of press freedom”. As the public broadcaster, the ABC has a charter under the Australian Broadcasting Corporation Act (1983) (ABC Act), which includes its right to media independence. The attempt by the federal government to influence programming at the ABC was seen as countering this independence. Following the airing of the Four Corners program, the Morrison Government, via Communications Minister Paul Fletcher, again contacted Ita Buttrose by letter, asking how reporting allegations of inappropriate behaviour by ministers was “in the public interest”. Fletcher made the letter public via his Twitter account on the same day. The letter “posed 15 questions to the ABC board requesting an explanation within 14 days as to how the episode complied with the ABC’s code of practice and its statutory obligations to provide accurate and impartial journalism”. Fletcher also admitted that a senior member of his staff had contacted a member of the ABC board prior to the show airing but denied this was “an attempt to lobby the board”. Reportedly the ABC was “considering a response to what it believes is a further attack on its independence” (Visentin & Samios). A Case of Double Standards Liberal Senator Concetta Fierravanti-Wells told Milligan (Four Corners) that she believes “values and beliefs are very important” when standing for political office, with a responsibility to electors to “abide by those values and beliefs because ultimately we will be judged by them”. It is her view that “there is an expectation that in service of the Australian public, [politicians] abide by the highest possible conduct and integrity”. Porter has portrayed himself as being a family man, and an advocate for people affected by sexual harassment and concerned about domestic violence. Four Corners included two videos of Porter, the first from June 2020, where he stated: “no-one should have to suffer sexual harassment at work or in any other part of their lives … . The Commonwealth Government takes it very seriously”. In the second recording, from 2015, Porter spoke on the topic of domestic violence, where he advocated ensuring “that young boys understand what a respectful relationship is … what is acceptable and … go on to be good fathers and good husbands”. Tudge and Joyce hold a conservative view of traditional marriage as being between a man and a woman. They made this very evident during the plebiscite on legalising same-sex marriage in 2017. One of Tudge’s statements during the public debate was shown on the Four Corners program, where he said that he had “reservations about changing the Marriage Act to include same-sex couples” as he viewed “marriage as an institution … primarily about creating a bond for the creation, love and care of children. And … if the definition is changed … then the institution itself would potentially be weakened”. Miller responded by confirming that this was the public image Tudge portrayed, however, she was upset, surprised and believed it to be hypocrisy “to hear him … speak in parliament … and express a view that for children to have the right upbringing they need to have a mother and father and a traditional kind of family environment” (Four Corners). Following the outcome to the plebiscite in favour of marriage equality (Evershed), both Tudge and Porter voted to pass the legislation, in line with their electorates, while Joyce abstained from voting on the legislation (against the wishes of his electorate), along with nine other MPs including Scott Morrison (Henderson). Turnbull told Milligan: there’s no question that some of the most trenchant opponents of same-sex marriage, all in the name of traditional marriage, were at the same time enthusiastic practitioners of traditional adultery. As I said many times, this issue of the controversy over same-sex marriage was dripping with hypocrisy and the pools were deepest at the feet of the sanctimonious. The Bubble Threatens to Burst On 25 January 2021, the advocate for survivors of sexual assault, Grace Tame, was announced as Australian of the Year. This began a series of events that has the Canberra bubble showing signs of potentially rupturing, or perhaps even imploding, as further allegations of sexual assault emerge. Inspired by the speech of Grace Tame at the awards ceremony and the fact that the Prime Minister was standing beside her, on 15 February 2021, former Liberal staffer Brittany Higgins disclosed to journalist Samantha Maiden the allegation that she had been raped by a senior staffer in March 2019. Higgins also appeared in a television interview with Lisa Wilkinson that evening. The assault allegedly occurred after hours in the office of her boss, then Minister for Defence Industry and current Minister for Defence, Senator Linda Reynolds. Higgins said she reported what had occurred to the Minister and other staff, but felt she was being made to choose between her job and taking the matter to police. The 2019 federal election was called a few weeks later. Although Higgins wanted to continue in her “dream job” at Parliament House, she resigned prior to her disclosure in February 2021. Reynolds and Morrison were questioned extensively on the matter, in parliament and by the media, as to what they knew and when they were informed. Public outrage at the allegations was heightened by conflicting stories of these timelines and of who else knew. Although Reynolds had declared to the Senate that her office had provided full support to Higgins, it was revealed that her original response to the allegations to those in her office on the day of the media publication was to call Higgins a “lying cow”. After another public and media outcry, Reynolds apologised to Higgins (Hitch). Initially avoiding addressing the Higgins allegation directly, Morrison finally stated his empathy for Higgins in a doorstop media interview, reflecting advice he had received from his wife: Jenny and I spoke last night, and she said to me, "You have to think about this as a father first. What would you want to happen if it were our girls?" Jenny has a way of clarifying things, always has. On 3 March 2021, Grace Tame presented a powerful speech to the National Press Club. She was asked her view on the Prime Minister referring to his role as a father in the case of Brittany Higgins. Morrison’s statement had already enraged the public and certain members of the media, including many female journalists. Tame considered her response, then replied: “It shouldn’t take having children to have a conscience. [pause] And actually, on top of that, having children doesn’t guarantee a conscience.” The statement was met by applause from the gallery and received public acclaim. A further allegation of rape was made public on 27 February 2021, when friends of a deceased woman sent the Prime Minister a full statement from the woman that a current unnamed Cabinet Minister had raped her in 1988, when she was 16 years old (Yu). Morrison was asked whether he had spoken with the Minister, and stated that the Minister had denied the allegations and he saw no need to take further action, and would leave it to the police. New South Wales police subsequently announced that in light of the woman’s death last year, they could not proceed with an investigation and the matter was closed. The name of the woman has not been officially disclosed, however, on the afternoon of 3 March 2021 Attorney-General Christian Porter held a press conference naming himself as the Minister in question and vehemently denied the allegations. In light of the latest allegations, coverage by some journalists has shown the propensity to be complicit in protecting the Canberra bubble, while others (mainly women) endeavour to provide investigative journalistic coverage. The Outcome to Date Focus on the behaviour highlighted by “Inside the Canberra Bubble” in November 2020 waned quickly, with journalist Sean Kelly observing: since ABC’s Four Corners broadcast an episode exploring entrenched sexism in Parliament House, and more specifically within the Liberal Party, male politicians have said very, very, very little about it … . The episode in question was broadcast three weeks ago. It’s old news. But in this case that’s the point: every time the issue of sexism in Canberra is raised, it’s quickly rushed past, then forgotten (by men). Nothing happens. As noted earlier, Rachel Miller resigned from her position at Parliament House following the affair with Tudge. Barrister Kathleen Foley had held a position on the Victorian Bar Council, however three days after the Four Corners program went to air, Foley was voted off the council. According to Matilda Boseley from The Guardian, the change of council members was seen more broadly as an effort to remove progressives. Foley has also been vocal about gender issues within the legal profession. With the implementation of the new council, five members held their positions and 16 were replaced, seeing a change from 62 per cent female representation to 32 per cent (Boseley). No action was taken by the Prime Minister in light of the revelations by Four Corners: Christian Porter maintained his position as Attorney-General, Minister for Industrial Relations, and Leader of the House; and Alan Tudge continued as a member of the Federal Cabinet, currently as Minister for Education and Youth. Despite ongoing calls for an independent enquiry into the most recent allegations, and for Porter to stand aside, he continues as Attorney-General, although he has taken sick leave to address mental health impacts of the allegations (ABC News). Reynolds continues to hold the position of Defence Minister following the Higgins allegations, and has also taken sick leave on the advice of her specialist, now extended to after the March 2021 sitting of parliament (Doran). While Scott Morrison stands in support of Porter amid the allegations against him, he has called for an enquiry into the workplace culture of Parliament House. This appears to be in response to claims that a fourth woman was assaulted, allegedly by Higgins’s perpetrator. The enquiry, to be led by Kate Jenkins, Australia’s Sex Discrimination Commissioner, is focussed on “how to change the culture, how to change the practices, and how to ensure that, in future, we do have the best possible environment for prevention and response” (Murphy). By focussing the narrative of the enquiry on the “culture” of Parliament House, it diverts attention from the allegations of rape by Higgins and against Porter. While the enquiry is broadly welcomed, any outcomes will require more than changes to the workplace: they will require a much broader social change in attitudes towards women. The rage of women, in light of the current gendered political culture, has evolved into a call to action. An initial protest march, planned for outside Parliament House on 15 March 2021, has expanded to rallies in all capital cities and many other towns and cities in Australia. Entitled Women’s March 4 Justice, thousands of people, both women and men, have indicated their intention to participate. It is acknowledged that many residents of Canberra have objected to their entire city being encompassed in the term “Canberra Bubble”. However, the term’s relevance to this current state of affairs reflects the culture of those working in and for the Australian parliament, rather than residents of the city. It also describes the way that those who work in all things related to the federal government carry an apparent assumption that the bubble offers them immunity from the usual behaviour and accountability required of those outside the bubble. It this “bubble” that needs to burst. With a Prime Minister seemingly unable to recognise the hypocrisy of Ministers allegedly acting in ways contrary to “good character”, and for Porter, with ongoing allegations of improper behaviour, as expected for the country’s highest law officer, and in his mishandling of Higgins claims as called out by Tame, the bursting of the “Canberra bubble” may cost him government. References ABC News. “Christian Porter Denies Historical Rape Allegation.” Transcript. 4 Mar. 2021. 4 Mar. 2021 <https://www.abc.net.au/news/2021-03-03/christian-porter-press-conference-transcript/13212054>. Boseley, Matilda. “Barrister on Four Corners' Christian Porter Episode Loses Victorian Bar Council Seat.” The Guardian 11 Nov. 2020. 10 Dec. 2020 <https://www.theguardian.com/law/2020/nov/12/barrister-on-four-corners-christian-porter-episode-loses-victorian-bar-council-seat>. Buttrose, Ita. “The ABC, Democracy and the Importance of Press Freedom.” Lecture. Ramsay Centre for Western Civilisation. 12 Nov. 2020. 10 Dec. 2020 <http://about.abc.net.au/speeches/the-abc-democracy-and-the-importance-of-press-freedom/>. Doran, Matthew. “Linda Reynolds Extends Her Leave.” ABC News 7 Mar. 2021. 7 Mar. 2021 <https://www.abc.net.au/news/2021-03-07/linda-reynolds-extends-her-leave-following-rape-allegation/13224824>. Evershed, Nick. “Full Results of Australia's Vote for Same-Sex Marriage.” The Guardian 15 Nov. 2017. 10 Dec. 2020. <https://www.theguardian.com/australia-news/datablog/ng-interactive/2017/nov/15/same-sex-marriage-survey-how-australia-voted-electorate-by-electorate>. Four Corners. “Inside the Canberra Bubble.” ABC Television 9 Nov. 2020. 20 Nov. 2020 <https://www.abc.net.au/4corners/inside-the-canberra-bubble/12864676>. Grattan, Michelle. “Porter Rejects Allegations of Inappropriate Sexual Behaviour and Threatens Legal Action.” The Conversation 10 Nov. 2020. 10 Dec. 2020 <https://theconversation.com/porter-rejects-allegations-149774>. Gwynn, Mark. “Australian National Dictionary Centre’s Word of the Year 2018.” Ozwords 13 Dec. 2018. 10 Dec 2020 <http://ozwords.org/?p=8643#more-8643>. Henderson, Anna. “Same-Sex Marriage: This Is Everyone Who Didn't Vote to Support the Bill.” ABC News 8 Dec. 2017. 10 Dec. 2020 <https://www.abc.net.au/news/2017-12-08/same-sex-marriage-who-didnt-vote/9240584>. Heurich, Angelika. “Women in Australian Politics: Maintaining the Rage against the Political Machine”. M/C Journal 22.1 (2019). https://doi.org/10.5204/mcj.1498. Hitch, Georgia. “Defence Minister Linda Reynolds Apologises to Brittany Higgins.” ABC News 5 Mar. 2021. 5 Mar. 2021 <https://www.abc.net.au/news/2021-03-05/linda-reynolds-apologises-to-brittany-higgins-lying-cow/13219796>. Kelly, Sean. “Morrison Should Heed His Own Advice – and Fix His Culture Problem.” Sydney Morning Herald 29 Nov. 2020. 10 Dec. 2020 <https://www.smh.com.au/politics/federal/morrison-should-heed-his-own-advice-and-fix-his-culture-problem-20201129-p56iwn.html>. Maasdorp, James. “Scott Morrison Cops Backlash after Interrupting Anne Ruston.” ABC News 11 Nov. 2020. 10 Dec. 2020 <https://www.abc.net.au/news/2020-11-11/scott-morrison-anne-ruston-liberal-party-government/12873158>. Maiden, Samantha. “Christian Porter Hits Back at ‘Totally False’ Claims Aired on Four Corners.” The Australian 10 Nov. 2020. 10 Dec. 2020 <https://www.news.com.au/entertainment/tv/current-affairs/christian-porter-hits-back-at-totally-false-claims-aired-on-four-corners/news-story/0bc84b6268268f56d99714fdf8fa9ba2>. ———. “Young Staffer Brittany Higgins Says She Was Raped at Parliament House.” News.com.au 15 Sep. 2021. 15 Sep. 2021 <https://www.news.com.au/national/politics/parliament-house-rocked-by-brittany-higgins-alleged-rape/news-story/>. Moore, Charlie. “Embattled Minister Christian Porter Admits He Failed to Be 'a Good Husband’.” Daily Mail 11 Nov. 2020. 10 Dec. 2020 <https://www.dailymail.co.uk/news/article-8936197/>. Morrison, Scott. “Doorstop Interview – Parliament House.” Transcript. Prime Minister of Australia. 16 Feb. 2021. 1 Mar. 2021 <https://www.pm.gov.au/media/doorstop-interview-australian-parliament-house-act-160221>. Murphy, Katharine. “Sex Discrimination Commissioner Kate Jenkins to Lead Review into Parliament’s Workplace Culture.” The Guardian 5 Mar. 2021. 7 Mar. 2021 <https://www.theguardian.com/australia-news/2021/mar/05/sex-discrimination-commissioner-kate-jenkins-to-lead-review-into-parliaments-workplace-culture>. Murphy, Katharine, and Anne Davies. “Criticism of Four Corners 'Bonk Ban' Investigation before It Airs 'Extraordinary', ABC Boss Says.” The Guardian 9 Nov. 2020. 10 Dec. 2020 <https://www.theguardian.com/media/2020/nov/09/abc-under-extreme-political-pressure-over-bonk-ban-investigation-four-corners-boss-says>. Neighbour, Sally. “The Political Pressure.” Twitter 9 Nov. 2020. 9 Nov. 2020 <https://twitter.com/neighbour_s/status/1325545916107927552>. Tame, Grace. Address. National Press Club. 3 Mar. 2021. 3 Mar. 2021 <https://www.youtube.com/watch?v=LJmwOTfjn9U>. Visentin, Lisa, and Zoe Samios. “Morrison Government Asks ABC to Please Explain Controversial Four Corners Episode.” Sydney Morning Herald 1 Dec. 2020. 10 Dec. 2020 <https://www.smh.com.au/politics/federal/morrison-government-asks-abc-to-please-explain-controversial-four-corners-episode-20201201-p56jg2.html>. Wilkinson, Lisa. “Interview with Brittany Higgins.” The Project. Channel 10. 15 Sep. 2021. 16 Sep. 2021 <https://www.youtube.com/watch?v=nyjkjeoO2o4>. Yaxley, Louise. “Malcolm Turnbull Bans Ministers from Sex with Staffers.” ABC News 15 Feb. 2018. 10 Dec. 2020 <https://www.abc.net.au/news/2018-02-15/turnbull-slams-joyce-affair-changes-to-ministerial-standards/9451792>. Yu, Andi. “Rape Allegation against Cabinet Minister.” The Canberra Times 27 Feb. 2021. 1 Mar. 2021 <https://www.canberratimes.com.au/story/7145324/rape-allegation-against-cabinet-minister/>.

Introduction Negative stereotyping of alternative diets such as veganism and other plant-based diets has been common in Australia, conventionally a meat-eating culture (OECD qtd. in Ting). Indeed, meat consumption in Australia is sanctioned by the ubiquity of advertising linking meat-eating to health, vitality and nation-building, and public challenges to such plant-based diets as veganism. In addition, state, commercial enterprises, and various community groups overtly resist challenges to Australian meat-eating norms and to the intensive animal husbandry practices that underpin it. Hence activists, who may contest not simply this norm but many of the customary industry practices that comprise Australia’s meat production, have been accused of promoting a vegan agenda and even of undermining the “Australian way of life”.If veganism meansa philosophy and way of living which seeks to exclude—as far as is possible and practicable—all forms of exploitation of, and cruelty to, animals for food, clothing or any other purpose; and by extension, promotes the development and use of animal-free alternatives for the benefit of humans, animals and the environment. In dietary terms it denotes the practice of dispensing with all products derived wholly or partly from animals. (Vegan Society)then our interest in this article lies in how a stereotyped label of veganism (and other associated attributes) is being used across Australian public spheres to challenge the work of animal activists as they call out factory farming for entrenched animal cruelty. This is carried out in three main parts. First, following an outline of our research approach, we examine the processes of stereotyping and the key dimensions of vegan stereotyping. Second, in the main part of the article, we reveal how opponents to such animal activist organisations as Animals Australia attempt to undermine activist calls for change by framing them as promoting an un-Australian vegan agenda. Finally, we consider how, despite such framing, that organisation is generating productive public debate around animal welfare, and, further, facilitating the creation of new activist identifications and identities.Research ApproachData collection involved searching for articles where Animals Australia and animal activism were yoked with veg*n (vegan and vegetarian), across the period May 2011 to 2016 (discussion peaked between May and June 2013). This period was of interest because it exposed a flare point with public discord being expressed between communities—namely between rural and urban consumers, farmers and animal activists, Coles Supermarkets (identified by The Australian Government the Treasury as one of two major supermarkets holding over 65% share of Australian food retail market) and their producers—and a consequent voicing of disquiet around Australian identity. We used purposive sampling (Waller, Farquharson, and Dempsey 67) to identify relevant materials as we knew in advance the case was “information-rich” (Patton 181) and would provide insightful information about a “troublesome” phenomenon (Emmel 6). Materials were collected from online news articles (30) and readers’ comments (167), online magazines (2) and websites (2) and readers’ comments (3), news items (Factiva 13), Australian Broadcasting Commission television (1) and radio (1), public blogs (2), and Facebook pages from involved organisations, specifically Australia’s National Farmers’ Federation (NFF, 155 posts) and Coles Supermarkets (29 posts). Many of these materials were explicitly responsive to a) Animals Australia’s Make It Possible campaign against Australian factory farming (launched and highly debated during this period), and b) Coles Supermarket’s short-lived partnership with Animals Australia in 2013. We utilised content analysis so as to make visible the most prominent and consistent stereotypes utilised in these various materials during the identified period. The approach allowed us to code and categorise materials so as to determine trends and patterns of words used, their relationships, and key structures and ways of speaking (Weerakkody). In addition, discourse analysis (Gee) was used in order to identify and track “language-in-use” so as to make visible the stereotyping deployed during the public reception of both the campaign and Animals Australia’s associated partnership with Coles. These methods enabled a “nuanced approach” (Coleman and Moss 12) with which to spot putdowns, innuendos, and stereotypical attitudes.Vegan StereotypingStereotypes creep into everyday language and are circulated and amplified through mainstream media, speeches by public figures, and social media. Stereotypes maintain their force through being reused and repurposed, making them difficult to eradicate due to their “cumulative effects” and influence (Harris and Sanborn 38; Inzlicht, Tullett, Legault, and Kang; Pickering). Over time stereotypes can become the lens through which we view “the world and social reality” (Harris and Sanborn 38; Inzlicht et al.). In summation, stereotyping:reduces identity categories to particular sets of deeds, attributes and attitudes (Whitley and Kite);informs individuals’ “cognitive investments” (Blum 267) by associating certain characteristics with particular groups;comprises symbolic and connotative codes that carry sets of traits, deeds, or beliefs (Cover; Rosello), and;becomes increasingly persuasive through regulating language and image use as well as identity categories (Cover; Pickering; Rosello).Not only is the “iterative force” (Rosello 35) of such associative stereotyping compounded due to its dissemination across digital media sites such as Facebook, YouTube, websites, and online news, but attempts to denounce it tend to increase its “persuasive power” (29). Indeed, stereotypes seem to refuse “to die” (23), remaining rooted in social and cultural memory (Whitley and Kite 10).As such, despite the fact that there is increasing interest in Australia and elsewhere in new food norms and plant-based diets (see, e.g., KPMG), as well as in vegan lifestyle options (Wright), studies still show that vegans remain a negatively stereotyped group. Previous studies have suggested that vegans mark a “symbolic threat” to Western, conventionally meat-eating cultures (MacInnis and Hodson 722; Stephens Griffin; Cole and Morgan). One key UK study of national newspapers, for instance, showed vegans continuing to be discredited in multiple ways as: 1) “self-evidently ridiculous”; 2) “ascetics”; 3) having a lifestyle difficult and impossible to maintain; 4) “faddist”; 5) “oversensitive”; and 6) “hostile extremists” (Cole and Morgan 140–47).For many Australians, veganism also appears anathema to their preferred culture and lifestyle of meat-eating. For instance, the NFF, Meat & Livestock Australia (MLA), and other farming bodies continue to frame veganism as marking an extreme form of lifestyle, as anti-farming and un-Australian. Such perspectives are also circulated through online rural news and readers’ comments, as will be discussed later in the article. Such representations are further exemplified by the MLA’s (Lamb, Australia Day, Celebrate Australia) Australia Day lamb advertising campaigns (Bembridge; Canning). For multiple consecutive years, the campaign presented vegans (and vegetarians) as being self-evidently ridiculous and faddish, representing them as mentally unhinged and fringe dwellers. Such stereotyping not only invokes “affective reactions” (Whitley and Kite 8)—including feelings of disgust towards individuals living such lifestyles or holding such values—but operates as “political baits” (Rosello 18) to shore-up or challenge certain social or political positions.Although such advertisements are arguably satirical, their repeated screening towards and on Australia Day highlights deeply held views about the normalcy of animal agriculture and meat-eating, “homogenizing” (Blum 276; Pickering) both meat-eaters and non-meat-eaters alike. Cultural stereotyping of this kind amplifies “social” as well as political schisms (Blum 276), and arguably discourages consumers—whether meat-eaters or non-meat-eaters—from advocating together around shared goals such as animal welfare and food safety. Additionally, given the rise of new food practices in Australia—including flexitarian, reducetarian, pescatarian, kangatarian (a niche form of ethical eating), vegivores, semi-vegetarian, vegetarian, veganism—alongside broader commitments to ethical consumption, such stereotyping suggests that consumers’ actual values and preferences are being disregarded in order to shore-up the normalcy of meat-eating.Animals Australia and the (So-Called) Vegan Agenda of Animal ActivismGiven these points, it is no surprise that there is a tacit belief in Australia that anyone labelled an animal activist must also be vegan. Within this context, we have chosen to primarily focus on the attitudes towards the campaigning work of Animals Australia—a not-for-profit organisation representing some 30 member groups and over 2 million individual supporters (Animals Australia, “Who Is”)—as this organisation has been charged as promoting a vegan agenda. Along with the RSPCA and Voiceless, Animals Australia represents one of the largest animal protection organisations within Australia (Chen). Its mission is to:Investigate, expose and raise community awareness of animal cruelty;Provide animals with the strongest representation possible to Government and other decision-makers;Educate, inspire, empower and enlist the support of the community to prevent and prohibit animal cruelty;Strengthen the animal protection movement. (Animals Australia, “Who Is”)In delivery of this mission, the organisation curates public rallies and protests, makes government and industry submissions, and utilises corporate outreach. Campaigning engages the Web, multiple forms of print and broadcast media, and social media.With regards to Animals Australia’s campaigns regarding factory farming—including the Make It Possible campaign (see fig. 1), launched in 2013 and key to the period we are investigating—the main message is that: the animals kept in these barren and constrictive conditions are “no different to our pets at home”; they are “highly intelligent creatures who feel pain, and who will respond to kindness and affection – if given the chance”; they are “someone, not something” (see the Make It Possible transcript). Campaigns deliberately strive to engender feelings of empathy and produce affect in viewers (see, e.g., van Gurp). Specifically they strive to produce mainstream recognition of the cruelties entrenched in factory farming practices and build community outrage against these practices so as to initiate industry change. Campaigns thus expressly challenge Australians to no longer support factory farmed animal products, and to identify with what we have elsewhere called everyday activist positions (Rodan and Mummery, “Animal Welfare”; “Make It Possible”). They do not, however, explicitly endorse a vegan position. Figure 1: Make It Possible (Animals Australia, campaign poster)Nonetheless, as has been noted, a common counter-tactic used within Australia by the industries targeted by such campaigns, has been to use well-known negative stereotypes to discredit not only the charges of systemic animal cruelty but the associated organisations. In our analysis, we found four prominent interconnected stereotypes utilised in both digital and print media to discredit the animal welfare objectives of Animals Australia. Together these cast the organisation as: 1) anti-meat-eating; 2) anti-farming; 3) promoting a vegan agenda; and 4) hostile extremists. These stereotypes are examined below.Anti-Meat-EatingThe most common stereotype attributed to Animals Australia from its campaigning is of being anti-meat-eating. This charge, with its associations with veganism, is clearly problematic for industries that facilitate meat-eating and within a culture that normalises meat-eating, as the following example expresses:They’re [Animals Australia] all about stopping things. They want to stop factory farming – whatever factory farming is – or they want to stop live exports. And in fact they’re not necessarily about: how do I improve animal welfare in the pig industry? Or how do I improve animal welfare in the live export industry? Because ultimately they are about a meat-free future world and we’re about a meat producing industry, so there’s not a lot of overlap, really between what we’re doing. (Andrew Spencer, Australian Pork Ltd., qtd. in Clark)Respondents engaging this stereotype also express their “outrage at Coles” (McCarthy) and Animals Australia for “pedalling [sic]” a pro-vegan agenda (Nash), their sense that Animals Australia is operating with ulterior motives (Flint) and criminal intent (Brown). They see cultural refocus as unnecessary and “an exercise in futility” (Harris).Anti-FarmingTo be anti-farming in Australia is generally considered to be un-Australian, with Glasgow suggesting that any criticism of “farming practices” in Australian society can be “interpreted as an attack on the moral integrity of farmers, amounting to cultural blasphemy” (200). Given its objectives, it is unsurprising that Animals Australia has been stereotyped as being “anti-farming”, a phrase additionally often used in conjunction with the charge of veganism. Although this comprises a misreading of veganism—given its focus on challenging animal exploitation in farming rather than entailing opposition to all farming—the NFF accused Animals Australia of being “blatantly anti-farming and proveganism” (Linegar qtd. in Nason) and as wanting “to see animal agriculture phased out” (National Farmers’ Federation). As expressed in more detail:One of the main factors for VFF and other farmers being offended is because of AA’s opinion and stand on ALL farming. AA wants all farming banned and us all become vegans. Is it any wonder a lot of people were upset? Add to that the proceeds going to AA which may have been used for their next criminal activity washed against the grain. If people want to stand against factory farming they have the opportunity not to purchase them. Surely not buying a product will have a far greater impact on factory farmed produce. Maybe the money could have been given to farmers? (Hunter)Such stereotyping reveals how strongly normalised animal agriculture is in Australia, as well as a tendency on the part of respondents to reframe the challenge of animal cruelty in some farming practices into a position supposedly challenging all farming practices.Promoting a Vegan AgendaAs is already clear, Animals Australia is often reproached for promoting a vegan agenda, which, it is further suggested, it keeps hidden from the Australian public. This viewpoint was evident in two key examples: a) the Australian public and organisations such as the NFF are presented as being “defenceless” against the “myopic vitriol of the vegan abolitionists” (Jonas); and b) Animals Australia is accused of accepting “loans from liberation groups” and being “supported by an army of animal rights lawyers” to promote a “hard core” veganism message (Bourke).Nobody likes to see any animals hurt, but pushing a vegan agenda and pushing bad attitudes by group members is not helping any animals and just serves to slow any progress both sides are trying to resolve. (V.c. Deb Ford)Along with undermining farmers’ “legitimate business” (Jooste), veganism was also considered to undermine Australia’s rural communities (Park qtd. in Malone).Hostile ExtremistsThe final stereotype linking veganism with Animals Australia was of hostile extremism (cf. Cole and Morgan). This means, for users, being inimical to Australian national values but, also, being akin to terrorists who engage in criminal activities antagonistic to Australia’s democratic society and economic livelihood (see, e.g., Greer; ABC News). It is the broad symbolic threat that “extremism” invokes that makes this stereotype particularly “infectious” (Rosello 19).The latest tag team attacks on our pork industry saw AL giving crash courses in how to become a career criminal for the severely impressionable, after attacks on the RSPCA against the teachings of Peter Singer and trying to bully the RSPCA into vegan functions menu. (Cattle Advocate)The “extremists” want that extended to dairy products, as well. The fact that this will cause the total annihilation of practically all animals, wild and domestic, doesn’t bother them in the least. (Brown)What is interesting about these last two dimensions of stereotyping is their displacement of violence. That is, rather than responding to the charge of animal cruelty, violence and extremism is attributed to those making the charge.Stereotypes and Symbolic Boundary ShiftingWhat is evident throughout these instances is how stereotyping as a “cognitive mechanism” is being used to build boundaries (Cherry 460): in the first instance, between “us” (the meat-eating majority) and “them” (the vegan minority aka animal activists); and secondly between human interest and livestock. This point is that animals may hold instrumental value and receive some protection through such, but any more stringent arguments for their protection at the expense of perceived human interests tend to be seen as wrong-headed (Sorenson; Munro).These boundaries are deeply entrenched in Western culture (Wimmer). They are also deeply problematic in the context of animal activism because they fragment publics, promote restrictive identities, and close down public debate (Lamont and Molnár). Boundary entrenching is clearly evident in the stereotyping work carried out by industry stakeholders where meat-eating and practices of industrialised animal agriculture are valorised and normalised. Challenging Australia’s meat production practices—irrespective of the reason given—is framed and belittled as entailing a vegan agenda, and further as contributing to the demise of farming and rural communities in Australia.More broadly, industry stakeholders are explicitly targeting the activist work by such organisations as Animals Australia as undermining the ‘Australian way of life’. In their reading, there is an irreconcilable boundary between human and animal interests and between an activist minority which is vegan, unreasonable, extremist and hostile to farming and the meat-eating majority which is representative of the Australian community and sustains the Australian economy. As discussed so far, such stereotyping and boundary making—even in their inaccuracies—can be pernicious in the way they entrench identities and divisions, and close the possibility for public debate.Rather than directly contesting the presuppositions and inaccuracies of such stereotyping, however, Animals Australia can be read as cultivating a process of symbolic boundary shifting. That is, rather than responding by simply underlining its own moderate position of challenging only intensive animal agriculture for systemic animal cruelty, Animals Australia uses its campaigns to develop “boundary blurring and crossing” tactics (Cherry 451, 459), specifically to dismantle and shift the symbolic boundaries conventionally in place between humans and non-human animals in the first instance, and between those non-human animals used for companionship and those used for food in the second (see fig. 2). Figure 2: That Ain’t No Way to Treat a Lady (Animals Australia, campaign image on back of taxi)Indeed, the symbolic boundaries between humans and animals left unquestioned in the preceding stereotyping are being profoundly shaken by Animals Australia with campaigns such as Make It Possible making morally relevant likenesses between humans and animals highly visible to mainstream Australians. Namely, the organisation works to interpellate viewers to exercise their own capacities for emotional identification and moral imagination, to identify with animals’ experiences and lives, and to act upon that identification to demand change.So, rather than reactively striving to refute the aforementioned stereotypes, organisations such as Animals Australia are modelling and facilitating symbolic boundary shifting by building broad, emotionally motivated, pathways through which Australians are being encouraged to refocus their own assumptions, practices and identities regarding animal experience, welfare and animal-human relations. Indeed the organisation has explicitly framed itself as speaking on behalf of not only animals but all caring Australians, suggesting thereby the possibility of a reframing of Australian national identity. Although such a tactic does not directly contest this negative stereotyping—direct contestation being, as noted, ineffective given the perniciousness of stereotyping—such work nonetheless dismantles the oppositional charge of such stereotyping in calling for all Australians to proudly be a little bit anti-meat-eating (when that meat is from factory farmed animals), a little bit anti-factory farming, a little bit pro-veg*n, and a little bit proud to consider themselves as caring about animal welfare.For Animals Australia, in other words, appealing to Australians to care about animal welfare and to act in support of that care, not only defuses the stereotypes targeting them but encourages the work of symbolic boundary shifting that is really at the heart of this dispute. 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IntroductionThe tagline for the 2008 Game On exhibition at the Australian Centre for the Moving Image in Melbourne invites visitors to “play your way through the history of videogames.” The Melbourne hosting follows on from exhibitions that have included the Barbican (London), the Royal Museum (Edinburgh) and the Science Museum (London). The Game On exhibition presents an exemplary instance of how digital games and digital games culture are recovered, organised and presented. The Science Museum exhibition offered visitors a walkthrough from the earliest to the latest consoles and games (Pong to Wii Sports) with opportunities for game play framed by curatorial plaques. This article will explore some of the themes and narratives embodied within the exhibition that see digital games technologies enrolled within a media teleology that emphasises technological advancement and upgrade. Narratives of Technological Upgrade The Game On exhibition employed a “social contextualisation” approach, connecting digital gaming developments with historical events and phenomena such as the 1969 moon landing and the Spice Girls. Whilst including thematic strands such as games and violence and games in education, the exhibition’s chronological ordering highlighted technological advancement. In doing so, the exhibition captured a broader tension around celebrating past technological advancement in gaming, whilst at the same time emphasising the quaint shortfalls and looking to future possibilities. That technological advancements stand out, particularly as a means of organising a narrative of digital gaming, resonates with Stephen Kline, Nick Dyer-Withford and Greig de Peuter’s analysis of digital gaming as a “perpetual innovation economy.” For Kline et al., corporations “devote a growing share of their resources to the continual alteration and upgrading of their products” (66). Technological upgrade and advancement were described by the Game On curator as an engaging aspect of the exhibition: When we had a BBC news presenter come in, she was talking about ‘here we have the PDP 1 and here I have the Nintendo DS’. She was just sort of comparing and contrasting. I know certainly that journalists were very keen on: ‘yeah, but how much processing power does the PDP 1 have?’, ‘what does it compare to today?’ – and it is very hard to compare. How do you compare Space War on the PDP 1 with something that runs on your mobile phone? They are very different systems. (Lee)This account of journalistic interest in technological progression and the curator’s subsequent interpretation raise a significant tension around understanding digital gaming. The concern with situating past gaming technologies and comparing capacities and capabilities, emphasises both the fascination with advancement and technological progress in the field and how the impressiveness of this advancement depends on remembering what has come before. Questions of remembering, recovering and forgetting are clear in the histories that console manufacturers offer when they describe past innovation and pioneering developments. For example, the company history provided by Nintendo on its website is exclusively a history of games technologies with no reference to the proceeding business of playing-card games from the late nineteenth century. Its website-published history only starts with the 1985 release of the NES (Nintendo Entertainment System), “an instant hit [that] over the course of the next two years, it almost single-handedly revitalized the video game industry” (Nintendo, ‘History’), and thereby overlooks the earlier 1983 less successful Famicom system. Past technologies are selectively remembered and recovered as part of the foundations for future success. This is a tension, that can be unpacked in a number of ways, across current industry transformations and strategies that potentially erase the past whilst simultaneously seeking to recover it as part of an evidence-base for future development. The following discussion develops an analysis of how digital gaming history is recovered and constructed.Industry Wind Change and Granny on the WiiThere is “unease, almost embarrassment”, James Newman suggests, “about the videogames industry within certain quarters of the industry itself” (6). Newman goes on to suggest:Various euphemisms have passed into common parlance, all seemingly motivated by a desire to avoid the use of the word ‘game’ and perhaps even ‘computer’, thereby adding a veneer of respectability, distancing the products and experiences from the childish pursuits of game, play and toys, and downplaying the technology connection with its unwanted resonances of nerds in bedrooms hunched over ZX Spectrums and Commodore 64s and the amateurism of hobbyist production. (6-7) The attempted move away from the resonances of “nerds in bedrooms” has been a strategic decision for Nintendo especially. This is illustrated by the naming of consoles: ‘family’ in Famicom, ‘entertainment’ in NES and, more recently, the renaming of the Wii from ‘Revolution’. The seventh generation Nintendo Wii console, released in November and December 2006, may be been seen as industry leading in efforts to broaden gaming demographics. In describing the console for instance, Satoru Iwata, the President of Nintendo, stated, “we want to appeal to mothers who don't want consoles in their living rooms, and to the elderly and to young women. It’s a challenge, like trying to sell cosmetics to men” (Edge Online). This position illustrates a digital games industry strategy to expand marketing to demographic groups previously marginalised.A few examples from the marketing and advertising campaigns for the Nintendo Wii help to illustrate this strategy. The marketing associated with the Wii can be seen as part of a longer lineage of Nintendo marketing with Kline et al. suggesting, “it was under Nintendo’s hegemony that the video game industry began to see the systematic development of a high-intensity marketing apparatus, involving massive media budgets, ingenious event marketing, ground breaking advertising and spin off merchandising” (118). The “First Experiences” show on the Wii website mocks-up domestic settings as the backdrop to the Wii playing experience to present an ideal, potential Wii-play scenario. These advertisements can be seen to position the player within an imagined home and game-play environment and speak for the Wii. As Keith Grint and Steve Woolgar suggest, “technology does not speak for itself but has to be spoken for” (32). As part of their concern with addressing, “the particular regime of truth which surrounds, upholds, impales and represents technology” (32), Grint and Woolgar “analyse the way certain technologies gain specific attributes” (33). Across advertisements for the Wii there are a range of domestic environments and groups playing. Of these, the power to bring the family together and facilitate ease of game-play for the novice is most noticeable. David Morley’s comment that, “‘hi-tech’ discourse is often carefully framed and domesticated by a rather nostalgic vision of ‘family values’” (438) is borne out here.A television advertisement aired on Nickelodeon illustrates the extent to which the Wii was at the forefront in motioning forward a strategy of industry and gaming inclusiveness around the family: “the 60-second spot shows a dad mistaking the Wii Remote for his television remote control. Dad becomes immersed in the game and soon the whole family joins in” (Nintendo World Report). From confused fathers to family bonding, the Wii is presented as the easy-to-use and accessible device that brings the family together. The father confusing the Wii remote with a television remote control is an important gesture to foreground the accessibility of the Wii remotes compared to previous “joypads”, and emphasize the Wii as an accessible device with no bedroom, technical wizardry required. Within the emerging industry inclusivity agenda, the ‘over technological’ past of digital gaming is something to move away from. The forms of ‘geek’ or ‘hardcore’ that epitomise previous dominant representations of gaming have seemingly stood in the way of the industry reaching its full market potential. This industry wind change is captured in the comments of a number of current industry professionals.For Matthew Jeffrey, head of European Recruitment for Electronic Arts (EA), speaking at the London Games Week Career Fair, the shift in the accessibility and inclusivity of digital gaming is closely bound up with Nintendo’s efforts and these have impacted upon EA’s strategy: There is going to be a huge swathe of new things and the great thing in the industry, as you are all easy to identify, is that Nindento DS and the Wii have revolutionised the way we look at the way things are going on.Jeffrey goes on to add, “hopefully some of you have seen that your eighty year old grandparent is quite happy to play a game”, pointing to the figure of the grandparent as a game-player to emphasise the inclusivity shift within gaming.Similarly, at Edinburgh Interactive Festival 2007, the CEO of Ubisoft Yves Guillemot in his “The New Generation of Gaming: Facing the Challenges of a Changing Market” speech outlined the development of a family friendly portfolio to please a new, non-gamer population that would include the recruitment of subject experts for “non-game” titles. This instance of the accessibility and inclusivity strategy being advocated is notable for it being part of a keynote speech at the Edinburgh Interactive Festival, an event associated with the Edinburgh festival that is both an important industry gathering and receives mainstream press coverage. The approaches taken by the other leading console manufacturers Sony and Microsoft, illustrate that whilst this is by no means a total shift, there is nevertheless an industry-wide engagement. The ‘World of Playstation: family and friends’ for example suggests that, “with PlayStation, games have never been more family-friendly” and that “you can even team up as a family to challenge your overseas relatives to a round of online quizzing over the PLAYSTATION Network” (Playstation).What follows from these accounts and transformations is a consideration of where the “geeky” past resides in the future of gaming as inclusive and accessible. Where do these developments leave digital gaming’s “subcultural past” (“subcultural” as it now becomes even within the games industry), as the industry forges on into mainstream culture? Past digital games technologies are clearly important in indicating technological progression and advancement, but what of the bedroom culture of gaming? How does “geek game culture” fit within a maturing future for the industry?Bedroom Programmers and Subcultural Memories There is a tension between business strategy directed towards making gaming accessible and thereby fostering new markets, and the games those in industry would design for people like themselves. This is not to deny the willingness or commitment of games developers to work on a variety of games, but instead to highlight transformation and tension. In their research into games development, Dovey and Kennedy suggest that, the “generation, now nearing middle-age and finding themselves in the driving seat of cultures of new media, have to reconcile a subcultural history and a dominant present” (145). Pierre Bourdieu’s account of symbolic capital is influential in tracing this shift, and Dovey and Kennedy note Bourdieu’s comment around, “the subjective image of the occupational project and the objective function of the occupation” (145). This shift is highly significant for ways of understanding maturation and inclusivity strategies within digital gaming.Bourdieu’s account of the “conservative functions attached” to an occupation for Dovey and Kennedy: Precisely describes the tensions between designers’ sense of themselves as ‘outsiders’ and rebels (‘the subjective image of the occupational project’) on the one hand and their position within a very tight production machine (‘the objective function of the occupation’) on the other. (145) I would suggest the “production machine”, that is to say the broader corporate management structures by which games development companies are increasingly operated, has a growing role in understandings of the industry. This approach was implicit in Iwata’s comments on selling cosmetics to men and broadening demographics, and Jeffrey’s comments pointing to how EA’s outlook would be influenced by the accessibility and inclusivity strategy championed by Nintendo. It may be suggested that as the occupational project of gaming is negotiated and shifts towards an emphasis on accessibility and inclusivity, the subjective image must be similarly reoriented. That previous industry models are being replaced, is highlighted in this excerpt from a Managing Director of a ‘leisure software’ company in the Staying ahead report on the creative industries by the Work Foundation:The first game that came from us was literally two schoolchildren making a game in their bedroom … the game hadn’t been funded, but made for fun … As those days are gone, the biggest challenges nowadays for game developers are finding funding that doesn’t impinge on creativity, and holding onto IP [intellectual property], which is so important if you want a business that is going to have any value. (27)This account suggests a hugely important transition from bedroom production, the days that ‘are gone’, towards Intellectual Property-aware production. The creative industries context for these comments should not be overlooked and is insightful for further recognising the shifts and negotiations taking place in digital gaming, notably, around the maturation of the games industry. The creative industries context is made explicit in creative industries reports such as Staying ahead and in the comments of Shaun Woodward (former Parliamentary Under-Secretary of State at the Department for Culture, Media and Sport) in a keynote speech at the 2006 British Video Games Academy Awards, in which he referred to the games industry as “one of our most important creative industries”. The forms of collaboration between, for instance, The Independent Games Developers Association (TIGA) and the Department of Culture, Media and Sport (see Gamasutra), further indicate the creative industries context to the maturation of the UK games industry.The creative industries context also presents the anchor through which tensions between a subcultural history and professional future and the complex forms of recovery can be more fully engaged with. The Game On curator’s indication that making comparisons between different games technologies systems was a delicate balance insightfully provides cautions to any attempt to mark out a strict departure from the ‘subcultural’ to the ‘professional’. Clearly put, the accessibility and inclusivity strategy that shifts away from geek culture and technical wizardry remains in conversation with geek elements as the foundation for the future. As technologies are recovered within a lineage of technological development and upgrade, the geek bedroom culture of gaming is almost mythologized to offer the industry history creative credentials and future potential. Recovering and Combining: Technologies and Memories for a Professional Future Emphasised thus far has been a shift from the days gone by of bedroom programming towards an inclusive and accessible professional and mature future. This is a teleological shift in the sense that the latest technological developments can be located within a past replete with innovation and pioneering spirit. In relation to the Wii for example, a Nintendo employee states:Nintendo is a company where you are praised for doing something different from everyone else. In this company, when an individual wants to do something different, everyone else lends their support to help them overcome any hurdles. I think this is how we made the challenge of Wii a possibility. (Nintendo)Nintendo’s history, alluded to here and implicit throughout the interviews with Nintendo staff from which this comment is taken, and previous and existing ‘culture’ of experimentation is offered here as the catalyst and enabler of the Wii. A further example may be offered in relation to Nintendo’s competitor Sony.A hugely significant transformation in digital gaming, further to the accessibility and inclusivity agenda, is the ability of players to develop their own games using games engines. For Phil Harrison (Sony), gaming technology is creating a, “‘virtual community’ of collaborative digital production, marking a return to the ‘golden age of video game development, which was at home, on your own with a couple of friends, designing a game yourself’” (Kline et al., 204). Bedroom gaming that in the earlier comments was regarded as days gone by for professionals, takes on a new significance as a form of user-engagement. The previous model of bedroom production, now outmoded compared to industry production, is relocated as available for users and recovered as the ‘golden age of gaming’. It is recovered as a model for users to aspire to. The significance of this for business strategy is made clear by Kline et al. who suggest that, “thousands of bright bulbs have essentially become Sony’s junior development community” (204). An obsolete model of past production is recovered and deployed within a future vision of the games industry that sees users participating and extending forms of games engagement and consumption. Similarly, the potential of ‘bedroom’ production and its recovery in relation to growth areas such as games for mobile phones, is carefully framed by Intellectual Property Rights (Edwards and Coulton). In this respect, forms of bedroom production are carefully situated in terms of industry strategies.The “Scarce Talent Seminars” as part of the London Games Week 2008 “Skills Week” further illustrate this continual recovery of ‘past’, or more accurately alternative, forms of production in line with narratives of professionalisation and industry innovation. The seminars were stated as offering advice on bridging the gap between the “bedroom programmer” and the “professional developer”. The discourse of ‘talent’ framed this seminar, and the bedroom programmer is held up as being (not having) raw talent with creative energies and love and commitment for gaming that can be shaped for the future of the industry. This discourse of bedroom programmers as talent emphasises the industry as an enabler of individual talent through access to professional development and technological resources. This then sits alongside the recovery of historical narratives in which bedroom gaming culture is celebrated for its pioneering spirit, but is ultimately recovered in terms of current achievements and future possibilities. “Skills Week” and guidance for those wanting to work in the industry connects with the recovery of past technologies and ways of making games visible amongst the potential industry workers of the future – students. The professional future of the industry is intertwined with graduates with professional qualifications. Those qualifications need not be, and sometimes preferably should not be, in ‘gaming’ courses. What is important is the love of games and this may be seen through the appreciation of gaming’s history. During research conducted with games design students in higher education courses in the UK, many students professed a love of games dating back to the Spectrum console in the 1980s. There was legitimacy and evidence of professing long-seated interests in consoles. At the same time as acknowledging the significant, embryonic power these consoles had in stimulating their interests, many students engaged in learning games design skills with the latest software packages. Similarly, they engaged in bedroom design activities themselves, as in the days gone by, but mainly as training and to develop skills useful to securing employment within a professional development studio. Broadly, students could be said to be recovering both technologies and ways of working that are then enrolled within their development as professional workers of the future. The professional future of the gaming industry is presented as part of a teleological trajectory that mirrors the technological progression of the industry’s upgrade culture. The days of bedroom programming are cast as periods of incubation and experimentation, and part of the journey that has brought gaming to where it is now. Bedroom programming is incorporated into the evidence-base of creative industries policy reports. Other accounts of bedroom programming, independent production and attempts to explore alternative publishing avenues do not feature as readily.In the 2000 Scratchware Manifesto for example, the authors declare, “the machinery of gaming has run amok”, and say, “Basta! Enough!” (Scratchware). The Scratchware Manifesto puts forward Scratchware as a response: “a computer game, created by a microteam, with pro-quality art, game design, programming and sound to be sold at paperback prices” (Scratchware). The manifesto goes on to say, “we need Scratchware because there is more than one way to develop good computer games” (Scratchware, 2000). Using a term readily associated with the Zapatista Army of National Liberation, the Scratchware Manifesto called for a revolution in gaming and stated, “we will strive for […] originality over the tried and tested” (Scratchware). These are the experiences and accounts of the games industry that seem to fall well outside of the technological and upgrade focused agenda of professional games development.The recovery and framing of past technologies and industry practices, in ways supportive to current models of technological upgrade and advancement, legitimises these models and marginalizes others. A eulogized and potentially mythical past is recovered to point to cultures of innovation and creative vibrancy and to emphasize current and future technological prowess. We must therefore be cautious of the instrumental dangers of recovery in which ‘bright bulbs’ are enrolled and alternative forms of production marginalised.As digital gaming establishes a secure footing with increased markets, the growing pains of the industry can be celebrated and recovered as part of the ongoing narratives of the industry. Recovery is vital to make sense of both the past and future. Within digital gaming, the PDP-1 and the bedroom geek both exist in the past, present and future as part of an industry strategy and trajectory that seeks to move away from them but also relies on them. They are the legitimacy, the evidence and the potential for affirming industry models. The extent to which other narratives can be told and technologies and memories recovered as alternative forms of evidence and potential is a question I, and hopefully others, will leave open.ReferencesDovey, John, and Helen W. Kennedy. Game Cultures. Maidenhead: Open University Press, 2006.Edge-Online. "Iwata: Wii Is 'Like Selling Make-Up to Men.'" Edge-Online 19 Sep. 2006. 29 Sep. 2006 ‹http://www.edge-online.com/news/iwata-wii-like-selling-make-up-men›.Edwards, Reuben, and Paul Coulton. "Providing the Skills Required for Innovative Mobile Game Development Using Industry/Academic Partnerships." 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Introduction: Bubbles and Sport The ephemeral materiality of bubbles – beautiful, spectacular, and distracting but ultimately fragile – when applied to protect or conserve in the interests of sport-media profit, creates conditions that exacerbate existing inequalities in sport and society. Bubbles are usually something to watch, admire, and chase after in their brief yet shiny lives. There is supposed to be, technically, nothing inside them other than one or more gasses, and yet we constantly refer to people and objects being inside bubbles. The metaphor of the bubble has been used to describe the life of celebrities, politicians in purpose-built capital cities like Canberra, and even leftist, environmentally activist urban dwellers. The metaphorical and material qualities of bubbles are aligned—they cannot be easily captured and are liable to change at any time. In this article we address the metaphorical sporting bubble, which is often evoked in describing life in professional sport. This is a vernacular term used to capture and condemn the conditions of life of elite sportspeople (usually men), most commonly after there has been a sport-related scandal, especially of a sexual nature (Rowe). It is frequently paired with connotatively loaded adjectives like pampered and indulged. The sporting bubble is rarely interrogated in academic literature, the concept largely being left to the media and moral entrepreneurs. It is represented as involving a highly privileged but also pressurised life for those who live inside it. A sporting bubble is a world constructed for its most prized inhabitants that enables them to be protected from insurgents and to set the terms of their encounters with others, especially sport fans and disciplinary agents of the state. The Covid-19 pandemic both reinforced and reconfigured the operational concept of the bubble, re-arranging tensions between safety (protecting athletes) and fragility (short careers, risks of injury, etc.) for those within, while safeguarding those without from bubble contagion. Privilege and Precarity Bubble-induced social isolation, critics argue, encourages a loss of perspective among those under its protection, an entitled disconnection from the usual rules and responsibilities of everyday life. For this reason, the denizens of the sporting bubble are seen as being at risk to themselves and, more troublingly, to those allowed temporarily to penetrate it, especially young women who are first exploited by and then ejected from it (Benedict). There are many well-documented cases of professional male athletes “behaving badly” and trying to rely on institutional status and various versions of the sporting bubble for shelter (Flood and Dyson; Reel and Crouch; Wade). In the age of mobile and social media, it is increasingly difficult to keep misbehaviour in-house, resulting in a slew of media stories about, for example, drunkenness and sexual misconduct, such as when then-Sydney Roosters co-captain Mitchell Pearce was suspended and fined in 2016 after being filmed trying to force an unwanted kiss on a woman and then simulating a lewd act with her dog while drunk. There is contestation between those who condemn such behaviour as aberrant and those who regard it as the conventional expression of youthful masculinity as part of the familiar “boys will be boys” dictum. The latter naturalise an inequitable gender order, frequently treating sportsmen as victims of predatory women, and ignoring asymmetries of power between men and women, especially in homosocial environments (Toffoletti). For those in the sporting bubble (predominantly elite sportsmen and highly paid executives, also mostly men, with an array of service staff of both sexes moving in and out of it), life is reflected for those being protected via an array of screens (small screens in homes and indoor places of entertainment, and even smaller screens on theirs and others’ phones, as well as huge screens at sport events). These male sport stars are paid handsomely to use their skill and strength to perform for the sporting codes, their every facial expression and bodily action watched by the media and relayed to audiences. This is often a precarious existence, the usually brief career of an athlete worker being dependent on health, luck, age, successful competition with rivals, networks, and club and coach preferences. There is a large, aspirational reserve army of athletes vying to play at the elite level, despite risks of injury and invasive, life-changing medical interventions. Responsibility for avoiding performance and image enhancing drugs (PIEDs) also weighs heavily on their shoulders (Connor). Professional sportspeople, in their more reflective moments, know that their time in the limelight will soon be up, meaning that getting a ticket to the sporting bubble, even for a short time, can make all the difference to their post-sport lives and those of their families. The most vulnerable of the small minority of participants in sport who make a good, short-term living from it are those for whom, in the absence of quality education and prior social status, it is their sole likely means of upward social mobility (Spaaij). Elite sport performers are surrounded by minders, doctors, fitness instructors, therapists, coaches, advisors and other service personnel, all supporting athletes to stay focussed on and maximise performance quality to satisfy co-present crowds, broadcasters, sponsors, sports bodies and mass media audiences. The shield offered by the sporting bubble supports the teleological win-at-all-costs mentality of professional sport. The stakes are high, with athlete and executive salaries, sponsorships and broadcasting deals entangled in a complex web of investments in keeping the “talent” pivotal to the “attention economy” (Davenport and Beck)—the players that provide the content for sale—in top form. Yet, the bubble cannot be entirely secured and poor behaviour or performance can have devastating effects, including permanent injury or disability, mental illness and loss of reputation (Rowe, “Scandals and Sport”). Given this fragile materiality of the sporting bubble, it is striking that, in response to the sudden shutdown following the economic and health crisis caused by the 2020 global pandemic, the leaders of professional sport decided to create more of them and seek to seal the metaphorical and material space with unprecedented efficiency. The outcome was a multi-sided tale of mobility, confinement, capital, labour, and the gendering of sport and society. The Covid-19 Gilded Cage Sociologists such as Zygmunt Bauman and John Urry have analysed the socio-politics of mobilities, whereby some people in the world, such as tourists, can traverse the globe at their leisure, while others remain fixed in geographical space because they lack the means to be mobile or, in contrast, are involuntarily displaced by war, so-called “ethnic cleansing”, famine, poverty or environmental degradation. The Covid-19 global pandemic re-framed these matters of mobilities (Rowe, “Subjecting Pandemic Sport”), with conventional moving around—between houses, businesses, cities, regions and countries—suddenly subjected to the imperative to be static and, in perniciously unreflective technocratic discourse, “socially distanced” (when what was actually meant was to be “physically distanced”). The late-twentieth century analysis of the “risk society” by Ulrich Beck, in which the mysterious consequences of humans’ predation on their environment are visited upon them with terrifying force, was dramatically realised with the coming of Covid-19. In another iteration of the metaphor, it burst the bubble of twenty-first century global sport. What we today call sport was formed through the process of sportisation (Maguire), whereby hyper-local, folk physical play was reconfigured as multi-spatial industrialised sport in modernity, becoming increasingly reliant on individual athletes and teams travelling across the landscape and well over the horizon. Co-present crowds were, in turn, overshadowed in the sport economy when sport events were taken to much larger, dispersed audiences via the media, especially in broadcast mode (Nicholson, Kerr, and Sherwood). This lucrative mediation of professional sport, though, came with an unforgiving obligation to generate an uninterrupted supply of spectacular live sport content. The pandemic closed down most sports events and those that did take place lacked the crucial participation of the co-present crowd to provide the requisite event atmosphere demanded by those viewers accustomed to a sense of occasion. Instead, they received a strange spectacle of sport performers operating in empty “cathedrals”, often with a “faked” crowd presence. The mediated sport spectacle under the pandemic involved cardboard cut-out and sex doll spectators, Zoom images of fans on large screens, and sampled sounds of the crowd recycled from sport video games. Confected co-presence produced simulacra of the “real” as Baudrillardian visions came to life. The sporting bubble had become even more remote. For elite sportspeople routinely isolated from the “common people”, the live sport encounter offered some sensory experience of the social – the sounds, sights and even smells of the crowd. Now the sporting bubble closed in on an already insulated and insular existence. It exposed the irony of the bubble as a sign of both privileged mobility and incarcerated athlete work, both refuge and prison. Its logic of contagion also turned a structure intended to protect those inside from those outside into, as already observed, a mechanism to manage the threat of insiders to outsiders. In Australia, as in many other countries, the populace was enjoined by governments and health authorities to help prevent the spread of Covid-19 through isolation and immobility. There were various exceptions, principally those classified as essential workers, a heterogeneous cohort ranging from supermarket shelf stackers to pharmacists. People in the cultural, leisure and sports industries, including musicians, actors, and athletes, were not counted among this crucial labour force. Indeed, the performing arts (including dance, theatre and music) were put on ice with quite devastating effects on the livelihoods and wellbeing of those involved. So, with all major sports shut down (the exception being horse racing, which received the benefit both of government subsidies and expanding online gambling revenue), sport organisations began to represent themselves as essential services that could help sustain collective mental and even spiritual wellbeing. This case was made most aggressively by Australian Rugby League Commission Chairman, Peter V’landys, in contending that “an Australia without rugby league is not Australia”. In similar vein, prominent sport and media figure Phil Gould insisted, when describing rugby league fans in Western Sydney’s Penrith, “they’re lost, because the football’s not on … . It holds their families together. People don’t understand that … . Their life begins in the second week of March, and it ends in October”. Despite misgivings about public safety and equality before the pandemic regime, sporting bubbles were allowed to form, re-form and circulate. The indefinite shutdown of the National Rugby League (NRL) on 23 March 2020 was followed after negotiation between multiple entities by its reopening on 28 May 2020. The competition included a team from another nation-state (the Warriors from Aotearoa/New Zealand) in creating an international sporting bubble on the Central Coast of New South Wales, separating them from their families and friends across the Tasman Sea. Appeals to the mental health of fans and the importance of the NRL to myths of “Australianness” notwithstanding, the league had not prudently maintained a financial reserve and so could not afford to shut down for long. Significant gambling revenue for leagues like the NRL and Australian Football League (AFL) also influenced the push to return to sport business as usual. Sport contests were needed in order to exploit the gambling opportunities – especially online and mobile – stimulated by home “confinement”. During the coronavirus lockdowns, Australians’ weekly spending on gambling went up by 142 per cent, and the NRL earned significantly more than usual from gambling revenue—potentially $10 million above forecasts for 2020. Despite the clear financial imperative at play, including heavy reliance on gambling, sporting bubble-making involved special licence. The state of Queensland, which had pursued a hard-line approach by closing its borders for most of those wishing to cross them for biographical landmark events like family funerals and even for medical treatment in border communities, became “the nation's sporting hub”. Queensland became the home of most teams of the men’s AFL (notably the women’s AFLW season having been cancelled) following a large Covid-19 second wave in Melbourne. The women’s National Netball League was based exclusively in Queensland. This state, which for the first time hosted the AFL Grand Final, deployed sport as a tool in both national sports tourism marketing and internal pre-election politics, sponsoring a documentary, The Sporting Bubble 2020, via its Tourism and Events arm. While Queensland became the larger bubble incorporating many other sporting bubbles, both the AFL and the NRL had versions of the “fly in, fly out” labour rhythms conventionally associated with the mining industry in remote and regional areas. In this instance, though, the bubble experience did not involve long stays in miners’ camps or even the one-night hotel stopovers familiar to the popular music and sport industries. Here, the bubble moved, usually by plane, to fulfil the requirements of a live sport “gig”, whereupon it was immediately returned to its more solid bubble hub or to domestic self-isolation. In the space created between disciplined expectation and deplored non-compliance, the sporting bubble inevitably became the scrutinised object and subject of scandal. Sporting Bubble Scandals While people with a very low risk of spreading Covid-19 (coming from areas with no active cases) were denied entry to Queensland for even the most serious of reasons (for example, the death of a child), images of AFL players and their families socialising and enjoying swimming at the Royal Pines Resort sporting bubble crossed our screens. Yet, despite their (players’, officials’ and families’) relative privilege and freedom of movement under the AFL Covid-Safe Plan, some players and others inside the bubble were involved in “scandals”. Most notable was the case of a drunken brawl outside a Gold Coast strip club which led to two Richmond players being “banished”, suspended for 10 matches, and the club fined $100,000. But it was not only players who breached Covid-19 bubble protocols: Collingwood coaches Nathan Buckley and Brenton Sanderson paid the $50,000 fine imposed on the club for playing tennis in Perth outside their bubble, while Richmond was fined $45,000 after Brooke Cotchin, wife of team captain Trent, posted an image to Instagram of a Gold Coast day spa that she had visited outside the “hub” (the institutionally preferred term for bubble). She was subsequently distressed after being trolled. Also of concern was the lack of physical distancing, and the range of people allowed into the sporting bubble, including babysitters, grandparents, and swimming coaches (for children). There were other cases of players being caught leaving the bubble to attend parties and sharing videos of their “antics” on social media. Biosecurity breaches of bubbles by players occurred relatively frequently, with stern words from both the AFL and NRL leaders (and their clubs) and fines accumulating in the thousands of dollars. Some people were also caught sneaking into bubbles, with Lekahni Pearce, the girlfriend of Swans player Elijah Taylor, stating that it was easy in Perth, “no security, I didn’t see a security guard” (in Barron, Stevens, and Zaczek) (a month later, outside the bubble, they had broken up and he pled guilty to unlawfully assaulting her; Ramsey). Flouting the rules, despite stern threats from government, did not lead to any bubble being popped. The sport-media machine powering sporting bubbles continued to run, the attendant emotional or health risks accepted in the name of national cultural therapy, while sponsorship, advertising and gambling revenue continued to accumulate mostly for the benefit of men. Gendering Sporting Bubbles Designed as biosecurity structures to maintain the supply of media-sport content, keep players and other vital cogs of the machine running smoothly, and to exclude Covid-19, sporting bubbles were, in their most advanced form, exclusive luxury camps that illuminated the elevated socio-cultural status of sportsmen. The ongoing inequalities between men’s and women’s sport in Australia and around the world were clearly in evidence, as well as the politics of gender whereby women are obliged to “care” and men are enabled to be “careless” – or at least to manage carefully their “duty of care”. In Australia, the only sport for women that continued during the height of the Covid-19 lockdown was netball, which operated in a bubble that was one of sacrifice rather than privilege. With minimum salaries of only $30,000 – significantly less than the lowest-paid “rookies” in the AFL – and some being mothers of small children and/or with professional jobs juggled alongside their netball careers, these elite sportswomen wanted to continue to play despite the personal inconvenience or cost (Pavlidis). Not one breach of the netballers out of the bubble was reported, indicating that they took their responsibilities with appropriate seriousness and, perhaps, were subjected to less scrutiny than the sportsmen accustomed to attracting front-page headlines. National Netball League (also known after its Queensland-based naming rights sponsor as Suncorp Super Netball) players could be regarded as fortunate to have the opportunity to be in a bubble and to participate in their competition. The NRL Women’s (NRLW) Premiership season was also completed, but only involved four teams subject to fly in, fly out and bubble arrangements, and being played in so-called curtain-raiser games for the NRL. As noted earlier, the AFLW season was truncated, despite all the prior training and sacrifice required of its players. Similarly, because of their resource advantages, the UK men’s and boy’s top six tiers of association football were allowed to continue during lockdown, compared to only two for women and girls. In the United States, inequalities between men’s and women’s sports were clearly demonstrated by the conditions afforded to those elite sportswomen inside the Women’s National Basketball Association (WNBA) sport bubble in the IMG Academy in Florida. Players shared photos of rodent traps in their rooms, insect traps under their mattresses, inedible food and blocked plumbing in their bubble accommodation. These conditions were a far cry from the luxury usually afforded elite sportsmen, including in Florida’s Walt Disney World for the men’s NBA, and is just one of the many instances of how gendered inequality was both reproduced and exacerbated by Covid-19. Bursting the Bubble As we have seen, governments and corporate leaders in sport were able to create material and metaphorical bubbles during the Covid-19 lockdown in order to transmit stadium sport contests into home spaces. The rationale was the importance of sport to national identity, belonging and the routines and rhythms of life. But for whom? Many women, who still carry the major responsibilities of “care”, found that Covid-19 intensified the affective relations and gendered inequities of “home” as a leisure site (Fullagar and Pavlidis). Rates of domestic violence surged, and many women experienced significant anxiety and depression related to the stress of home confinement and home schooling. During the pandemic, women were also more likely to experience the stress and trauma of being first responders, witnessing virus-related sickness and death as the majority of nurses and care workers. They also bore the brunt of much of the economic and employment loss during this time. Also, as noted above, livelihoods in the arts and cultural sector did not receive the benefits of the “bubble”, despite having a comparable claim to sport in contributing significantly to societal wellbeing. This sector’s workforce is substantially female, although men dominate its senior roles. Despite these inequalities, after the late March to May hiatus, many elite male sportsmen – and some sportswomen - operated in a bubble. Moving in and out of them was not easy. Life inside could be mentally stressful (especially in long stays of up to 150 days in sports like cricket), and tabloid and social media troll punishment awaited those who were caught going “over the fence”. But, life in the sporting bubble was generally preferable to the daily realities of those afflicted by the trauma arising from forced home confinement, and for whom watching moving sports images was scant compensation for compulsory immobility. The ethical foundation of the sparkly, ephemeral fantasy of the sporting bubble is questionable when it is placed in the service of a voracious “media sports cultural complex” (Rowe, Global Media Sport) that consumes sport labour power and rolls back progress in gender relations as a default response to a global pandemic. Covid-19 dramatically highlighted social inequalities in many areas of life, including medical care, work, and sport. For the small minority of people involved in sport who are elite professionals, the only thing worse than being in a sporting bubble during the pandemic was not being in one, as being outside precluded their participation. Being inside the bubble was a privilege, albeit a dubious one. But, as in wider society, not all sporting bubbles are created equal. Some are more opulent than others, and the experiences of the supporting and the supported can be very different. The surface of the sporting bubble may be impermanent, but when its interior is opened up to scrutiny, it reveals some very durable structures of inequality. Bubbles are made to burst. They are, by nature, temporary, translucent structures created as spectacles. As a form of luminosity, bubbles “allow a thing or object to exist only as a flash, sparkle or shimmer” (Deleuze, 52). In echoing Deleuze, Angela McRobbie (54) argues that luminosity “softens and disguises the regulative dynamics of neoliberal society”. The sporting bubble was designed to discharge that function for those millions rendered immobile by home confinement legislation in Australia and around the world, who were having to deal with the associated trauma, risk and disadvantage. 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Now in its thirtieth season, in 2018, The Simpsons is a popular culture phenomenon. The series is known as much for its social commentary as its humour and celebrity appearances. Nonetheless, The Simpsons’ ratings have declined steadily since the early 2000s, and fans have grown more vocal in their calls for the program’s end. This article provides a case study of episode “That 90s Show” (S19, E11) as a flashpoint that exemplifies fan desires for the series’ conclusion. This episode is one of the most contentious in the program’s history, with online outrage at the retconning of canon and both fans and anti-fans (Gray) of The Simpsons demanding its cancellation or “fan euthanasia”. The retconning of the canon in this episode makes evident the perceived decline in the quality of the series, and the regard for fan desires. “That 90s Show” is ultimately a failed attempt to demonstrate the continued relevance of the series to audiences, and popular culture at large, via its appeal to 1990s nostalgia.“That 90s Show”“That 90s Show” begins with Bart and Lisa’s discovery of Marge’s Springfield University diploma. This small incident indicates an impending timeline shift and “retcon”; canonically Marge never attended college, having fallen pregnant with Bart shortly after completing high school. The episode then offers an extended flashback to Marge and Homer’s life in the 1990s. The couple are living together in the Springfield Place apartment complex, with Homer working a variety of menial jobs to support Marge while she attends college. Homer and Marge subsequently break up, and Marge begins to date Professor Stephan August. In his despair, Homer can no longer perform R & B ballads with his ensemble. The band changes genres, and their new incarnation, Sadgasm, are soon credited with initiating the grunge movement. Sadgasm gain worldwide fame for their songs “Margerine” (a version of “Glycerine” by Bush), and “Politically Incorrect/Shave Me” (set to the melody of “Rape Me” by Nirvana) – which is later parodied in the episode by guest star Weird Al Yankovic as “BrainFreeze”. Homer develops an addiction to oversized, sweetened Starbucks coffee, and later, insulin, becoming a recluse despite the legion of fans camped out on his front lawn.Marge and Professor August soon part company due to his rejection of heteronormative marriage rituals. Upon her return to campus, Marge observes an MTV report on Sadgasm’s split, and Homer’s addiction, and rushes to Homer’s bedside to help him through recovery. Marge and Homer resume their relationship, and the grunge movement ends because Homer claims he “was too happy to ever grunge again.”While the episode rates a reasonable 6.1 on IMDB, fan criticism has largely focused on the premise of the episode, and what has been perceived to be the needless retconning of The Simpsons canon. Critic Robert Canning notes: “…what ‘That 90s Show’ did was neither cool nor interesting. Instead, it insulted lifelong Simpsons fans everywhere. With this episode, the writers chose to change the history of the Simpson family.” Canning observes that the episode could have worked if the flashback had been to the 1980s which supports canonicity, rather than a complete “retcon”. The term “retcon” (retroactive continuity) originates from narrative devices used in North American superhero comics, and is now broadly applied to fictional narrative universes. Andrew Friedenthal (10-11) describes retconning as “… a revision of the fictional universe in order to make the universe fresh and exciting for contemporary readers, but it also involves the influence of the past, as it directly inscribes itself upon that past.” While Amy Davis, Jemma Gilboy and James Zborowski (175-188) have highlighted floating timelines as a feature of long running animation series’ where characters remain the same age, The Simpsons does not fully adhere to this trope: “… one of the ‘rules’ of the ‘comic-book time’ or ‘floating timeline’ trope is that ‘you never refer to specific dates’… a restriction The Simpsons occasionally eschews” (Davis, Gilboy, and Zborowski 177).For many fans, “That 90s Show” becomes abstruse by erasing Marge and Homer’s well-established back story from “The Way We Was” (S2, E12). In the established narrative, Marge and Homer had met, fell in love and graduated High School in 1974; shortly after Marge fell pregnant with Bart, resulting in the couple’s shotgun wedding. “That 90s Show” disregards the pre-existing timeline, extending their courtship past high school and adding the couple’s breakup, and Homer’s improbable invention of grunge. Fan responses to “That 90s Show” highlight this episode of The Simpsons as a flashpoint for the sharp decline of quality in the series (despite having long since “jumped the shark”); but also, a decline in regard for the desires of fans. Thus, “That 90s Show” fails not only in rewriting its canon, and inserting the narrative into the 1990s; it also fails to satiate its loyal audience by insisting upon its centrality to 1990s pop culture.While fans have been vocal in online forums about the shift in the canon, they have also reflected upon the tone-deaf portrayal of the 1990s itself. During the course of the episode many 90s trends are introduced, the most contentious of which is Homer’s invention of grunge with his band Sadgasm. While playing a gig at Springfield University a young man in the audience makes a frantic phone call, shouting over the music: “Kurt, it’s Marvin. Your cousin, Marvin Cobain. You know that new sound you’re looking for…?,” thrusting the receiver towards the stage. The link to Nirvana firmly established, the remainder of the episode connects Homer’s depression and musical expression more and more blatantly to Kurt Cobain’s biography, culminating in Homer’s seclusion and near-overdose on insulin. Fans have openly debated the appropriateness of this narrative, and whether it is disrespectful to Cobain’s legacy (see Amato). Henry Jenkins (41) has described this type of debate as a kind of “moral economy” where fans “cast themselves not as poachers but as loyalists, rescuing essential elements of the primary text ‘misused’ by those who maintain copyright control over the program materials.” In this example, many original fans of The Simpsons felt the desire to rescue both Cobain’s and The Simpsons’ legacy from a poorly thought-out retcon seen to damage the legacy of both.While other trends associated with the 90s (Seinfeld; Beanie babies; Weird Al Yankovic; Starbucks; MTV VJs) all feature, it is Homer’s supposed invention of grunge which most overtly attempts to rewrite the 90s and reaffirm The Simpsons’ centrality to 90s pop culture. As the rest of this article will discuss, by rewriting the canon, and the 1990s, “That 90s Show” has two unrealised goals— firstly, to captivate an audience who have grown up with The Simpsons, via an appeal to nostalgia; and secondly, inserting themselves into the 1990s as an effort to prove the series’ relevance to a new generation of audience members who were born during that decade, and who have a nostalgic craving for the media texts of their childhood (Atkinson). Thus, this episode is indicative of fan movement towards an anti-fan position, by demanding the series’ end, or “fan euthanasia” (Williams 106; Booth 75-86) and exposing the “… dynamic spectrum of emotional reactions that fandom can generate” (Booth 76-77).“Worst. Episode. Ever”: Why “That 90s Show” FailedThe failure of “That 90s Show” can be framed in terms of audience reception— namely the response of original audience members objecting to the retconning of The Simpsons’ canon. Rather than appealing to a sense of nostalgia among the audience, “That 90s Show” seems only to suggest that the best episodes of The Simpsons aired before the end of the 1990s. Online forums devoted to The Simpsons concur that the series was at its peak between Seasons 1-10 (1989-1999), and that subsequent seasons have failed to match that standard. British podcaster Sol Harris spent four months in 2017 watching, rating, and charting The Simpsons’ declining quality (Kostarelis), with the conclusion that series’ downfall began from Season 11 onwards (despite a brief spike following The Simpsons Movie (2007)). Any series that aired on television post-1999 has been described as “Zombie Simpsons” by fans on the Dead Homer Society forum: “a hopelessly mediocre imitation that bears only a superficial resemblance to the original. It is the unwanted sequel, the stale spinoff, the creative dry hole that is kept pumping in the endless search for more money. It is Zombie Simpsons” (Sweatpants). It is essential to acknowledge the role of economics in the continuation of The Simpsons, particularly in terms of the series’ affiliation with the Fox Network. The Simpsons was the first series screened on Fox to reach the Top 30 programs in the US, and despite its overall decline, it is still one of the highest rating programs for the 18-49 demographic, enabling Fox to charge advertisers accordingly for a so-called “safe” slot (Berg). During its run, it has been estimated variously that Fox has been building towards a separate Simpsons cable channel, thus the consistent demand for new content; and, that the series has earned in excess of $4.6 billion for Fox in merchandising alone (Berg). Laura Bradley outlines how the legacy of The Simpsons beyond Season 30 has been complicated by the ongoing negotiations for Disney to buy 20th Century Fox – under these arrangements, The Simpsons would likely be screened on ABC or Hulu, should Disney continue producing the series (Bradley). Bradley emphasises the desire for fan euthanasia of the Zombie Simpsons, positing that “the series itself could end at Season 30, which is what most fans of the show’s long-gone original iteration would probably prefer.”While more generous fans expand the ‘Golden Age’ of The Simpsons to Season 12 (Power), the Dead Homer Society argues that their Zombie Simpsons theory is proven by the rise of “Jerkass Homer”, where Homer’s character changed from delightful doofus to cruel and destructive idiot (Sweatpants; Holland). The rise of Jerkass Homer coincides with the moment where Chris Plante claims The Simpsons “jumped the shark”. The term “jumping the shark” refers to the peak of a series before its inevitable, and often sharp, decline (Plante). In The Simpsons, this moment has been variously debated as occurring during S8, E23 “Homer’s Enemy” (Plante), or more popularly, S9, E2 “The Principle and the Pauper” (Chappell; Cinematic) – which like “That 90s Show”, received a vitriolic response for its attempt to retcon the series’ narrative history. “The Principal and the Pauper” focuses on Principal Skinner, and the revelation that he had assumed the identity of his (presumed dead during the Vietnam War) Army Sergeant, Seymour Skinner. The man we have known as Skinner is revealed to be “no-good-nik” Armin Tanzarian. This episode is loathed not only by audiences, but in hindsight, The Simpsons’ creative team. Voice actor Harry Shearer was scathing in his assessment:You’re taking something that an audience has built eight years or nine years of investment in and just tossed it in the trash can for no good reason, for a story we’ve done before with other characters. It’s so arbitrary and gratuitous, and it’s disrespectful to the audience. (Wilonsky)The retcon present in both “That 90s Show” and “The Principal and the Pauper” proves that long-term fans of The Simpsons have been forgotten in Groening’s quest to reach the pinnacle of television longevity. On this basis, it is unsurprising that fans have been demanding the end of the series since the turn of the millennium.As a result, fans such as the Dead Homer Society maintain a nostalgic longing for the Golden Age of The Simpsons, while actively campaigning for the program’s cancellation, a practice typically associated with anti-fans. Jonathan Gray coined the term “anti fan” to describe “… the active and vocal dislike or hate of a program, genre, or personality (841). For Gray, the study of anti-fans emphasises that the hatred of a text can “… produce just as much activity, identification, meaning, and ‘effects’ or serve just as powerfully to unite and sustain a community or subculture” (841). Gray also stresses the discourse of morality used by anti-fans to validate their reading position, particularly against texts that are broadly popular. This argument is developed further by Jenkins and Paul Booth.“Just Pick a Dead End, and Chill Out till You Die”: Fan EuthanasiaWhile some fans of The Simpsons have moved towards anti-fan practices (active hatred of the series, and/or a refusal to watch the show), many more occupy a “middle-ground”, pleading for a form of “fan euthanasia”; where fans call for their once loved object (and by extension, themselves) to “be put out of its misery” (Booth 76). The shifting relationship of fans of The Simpsons represents an “affective continuum”, where “… fan dissatisfaction arises not because they hate a show, but because they feel betrayed by a show they once loved. Their love of a text has waned, and now they find themselves wishing for a quick end to, a revaluation of, something that no longer lives up to the high standard they once valued” (Booth 78). While calls to end The Simpsons have existing since the end of the Golden Age, other fans (Ramaswamy) have suggested it is more difficult to pinpoint when The Simpsons lost its way. Despite airing well after the Golden Age, “That 90s Show” represents a flashpoint for fans who read the retcon as “… an insult to life-long Simpsons fans everywhere… it’s an episode that rewrites history… for the worse” (Canning). In attempting to appeal to the 90s nostalgia of original fans, ‘That 90s Show’ had the opposite effect; it instead reaffirms the sharp decline of the series since its Golden Age, which ended in the 1990s.Shifting the floating timeline of The Simpsons into the 1990s and overturning the canon to appeal to a new generation is dubious for several reasons. While it is likely that original viewers of The Simpsons (their parents) may have exposed their children to the series, the program’s relevance to Millennials is questionable. In 2015, Todd Schneider data mapped audience ratings for Seasons 1-27, concluding that there has been an 80% decline in viewership between Season 2 (which averaged at over 20 million American viewers per episode) to Season 27 (which averaged at less than 5 million viewers per episode). With the growth of SVOD services during The Simpsons’ run, and the sheer duration of the series, it is perhaps obvious to point out the reduced cultural impact of the program, particularly for younger generations. Secondly, “That 90s Show’s” appeal to nostalgia raises the question of whom nostalgia for the 1990s is aimed at. Atkinson argues that children born in the 1990s feel nostalgia for the era becausewe're emotionally invested in the entertainment from that decade because back then, with limited access to every album/TV show/film ever, the ones you did own meant absolutely everything. These were the last pop-culture remnants from that age when the internet existed without being all-consuming. … no wonder we still 'ship them so hard.Following this argument, if you watched The Simpsons as a child during the 1990s, the nostalgia you feel would be, like your parents, for the Golden Age of The Simpsons, rather than the pale imitation featured in “That 90s Show”. As Alexander Fury writes of the 90s: “perhaps the most important message … in the 90s was the idea of authenticity;” thus, if the children of the 90s are watching The Simpsons, they would look to Seasons 1-10 – when The Simpsons was an authentic representation of ‘90s popular culture.Holland has observed that The Simpsons endures “in part due to the way it adapts and responds to events around it”, citing the recent release of clips responding to current events – including Homer attempting to vote; and Trump’s tenure in the White House (Brockington). Yet the failure of “That 90s Show” marks not only The Simpsons increasingly futile efforts to appeal to a “liberal audience” by responding to contemporary political discourse. The failure to adapt is most notable in Hari Kondabolu’s documentary The Problem With Apu which targeted racist stereotypes, and The Simpsons’ poorly considered response episode (S29, E 15) “No Good Read Goes Unpunished”, the latter of which featured an image of Apu signed with Bart’s catchphrase, “Don’t have a cow, man” (Harmon). Groening has remained staunch, insisting that “it’s a time in our culture where people love to pretend they’re offended”, and that the show “speaks for itself” (Keveney). Groening’s statement was followed by the absence of Apu from the current season (Snierson), and rumours that he would be removed from future storylines (Culbertson).“They’ll Never Stop The Simpsons”The case study of The Simpsons episode “That 90s Show” demonstrates the “affective continuum” occupied at various moments in a fan’s relationship with a text (Booth). To the displeasure of fans, their once loved object has frequently retconned canon to capitalise on popular culture trends such as nostalgia for the 1990s. This episode demonstrates the failure of this strategy, as it both alienated the original fan base, and represented what many fans have perceived to be a sharp decline in The Simpsons’ quality. Arguably the relevance of The Simpsons might also remain in the 1990s. Certainly, the recent questioning of issues regarding representations of race, negative press coverage, and the producers’ feeble response, increases the weight of fan calls to end The Simpsons after Season 30. As they sang in S13, E17, perhaps “[We’ll] Never Stop The Simpsons”, but equally, we may have reached the tipping point where audiences have stopped paying attention.ReferencesAmato, Mike. “411: ‘That 90s Show.” Me Blog Write Good. 12 Dec. 2012. 2 Oct. 2018 <https://meblogwritegood.wordpress.com/2012/12/12/411-that-90s-show/>.Atkinson, S. “Why 90s Kids Can’t Get over the 90s and Are Still So Nostalgic for the Decade.” Bustle. 14 Apr. 2018. 28 Sep. 2018 <https://www.bustle.com/p/why-90s-kids-cant-get-over-the-90s-are-still-so-nostalgic-for-the-decade-56354>.Berg, Madeline. “The Simpsons Signs Renewal Deal for the Record Books.” Forbes. 4 Nov. 2016. 20 Nov. 2018 <https://www.forbes.com/sites/maddieberg/2016/11/04/the-simpsons-signs-renewal-deal-for-the-record-books/#264a50b61b21>.Booth, Paul. “Fan Euthanasia: A Thin Line between Love and Hate.” Everybody Hurts: Transitions, Endings, and Resurrections in Fan Cultures. Ed. Rebecca Williams. 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This article investigates the possibilities for understanding waste as a resource, with a particular focus on understanding food waste as a food resource. It considers the popular yeast spread Vegemite within this frame. The spread’s origins in waste product, and how it has achieved and sustained its status as a popular symbol of Australia despite half a century of Australian gastro-multiculturalism and a marked public resistance to other recycling and reuse of food products, have not yet been a focus of study. The process of producing Vegemite from waste would seem to align with contemporary moves towards recycling food waste, and ensuring environmental sustainability and food security, yet even during times of austerity and environmental concern this has not provided the company with a viable marketing strategy. Instead, advertising copywriting and a recurrent cycle of product memorialisation have created a superbrand through focusing on Vegemite’s nutrient and nostalgic value.John Scanlan notes that producing waste is a core feature of modern life, and what we dispose of as surplus to our requirements—whether this comprises material objects or more abstract products such as knowledge—reveals much about our society. In observing this, Scanlan asks us to consider the quite radical idea that waste is central to everything of significance to us: the “possibility that the surprising core of all we value results from (and creates even more) garbage (both the material and the metaphorical)” (9). Others have noted the ambivalent relationship we have with the waste we produce. C. T. Anderson notes that we are both creator and agent of its disposal. It is our ambivalence towards waste, coupled with its ubiquity, that allows waste materials to be described so variously: negatively as garbage, trash and rubbish, or more positively as by-products, leftovers, offcuts, trimmings, and recycled.This ambivalence is also crucial to understanding the affectionate relationship the Australian public have with Vegemite, a relationship that appears to exist in spite of the product’s unpalatable origins in waste. A study of Vegemite reveals that consumers can be comfortable with waste, even to the point of eating recycled waste, as long as that fact remains hidden and unmentioned. In Vegemite’s case not only has the product’s connection to waste been rendered invisible, it has been largely kept out of sight despite considerable media and other attention focusing on the product. Recycling Food Waste into Food ProductRecent work such as Elizabeth Royte’s Garbage Land and Tristram Stuart’s Waste make waste uncomfortably visible, outlining how much waste, and food waste in particular, the Western world generates and how profligately this is disposed of. Their aim is clear: a call to less extravagant and more sustainable practices. The relatively recent interest in reducing our food waste has, of course, introduced more complexity into a simple linear movement from the creation of a food product, to its acquisition or purchase, and then to its consumption and/or its disposal. Moreover, the recycling, reuse and repurposing of what has previously been discarded as waste is reconfiguring the whole idea of what waste is, as well as what value it has. The initiatives that seem to offer the most promise are those that reconfigure the way waste is understood. However, it is not only the process of transforming waste from an abject nuisance into a valued product that is central here. It is also necessary to reconfigure people’s acculturated perceptions of, and reactions to waste. Food waste is generated during all stages of the food cycle: while the raw materials are being grown; while these are being processed; when the resulting food products are being sold; when they are prepared in the home or other kitchen; and when they are only partly consumed. Until recently, the food industry in the West almost universally produced large volumes of solid and liquid waste that not only posed problems of disposal and pollution for the companies involved, but also represented a reckless squandering of total food resources in terms of both nutrient content and valuable biomass for society at large. While this is currently changing, albeit slowly, the by-products of food processing were, and often are, dumped (Stuart). In best-case scenarios, various gardening, farming and industrial processes gather household and commercial food waste for use as animal feed or as components in fertilisers (Delgado et al; Wang et al). This might, on the surface, appear a responsible application of waste, yet the reality is that such food waste often includes perfectly good fruit and vegetables that are not quite the required size, shape or colour, meat trimmings and products (such as offal) that are completely edible but extraneous to processing need, and other high grade product that does not meet certain specifications—such as the mountains of bread crusts sandwich producers discard (Hickman), or food that is still edible but past its ‘sell by date.’ In the last few years, however, mounting public awareness over the issues of world hunger, resource conservation, and the environmental and economic costs associated with food waste has accelerated efforts to make sustainable use of available food supplies and to more efficiently recycle, recover and utilise such needlessly wasted food product. This has fed into and led to multiple new policies, instances of research into, and resultant methods for waste handling and treatment (Laufenberg et al). Most straightforwardly, this involves the use or sale of offcuts, trimmings and unwanted ingredients that are “often of prime quality and are only rejected from the production line as a result of standardisation requirements or retailer specification” from one process for use in another, in such processed foods as soups, baby food or fast food products (Henningsson et al. 505). At a higher level, such recycling seeks to reclaim any reusable substances of significant food value from what could otherwise be thought of as a non-usable waste product. Enacting this is largely dependent on two elements: an available technology and being able to obtain a price or other value for the resultant product that makes the process worthwhile for the recycler to engage in it (Laufenberg et al). An example of the latter is the use of dehydrated restaurant food waste as a feedstuff for finishing pigs, a reuse process with added value for all involved as this process produces both a nutritious food substance as well as a viable way of disposing of restaurant waste (Myer et al). In Japan, laws regarding food waste recycling, which are separate from those governing other organic waste, are ensuring that at least some of food waste is being converted into animal feed, especially for the pigs who are destined for human tables (Stuart). Other recycling/reuse is more complex and involves more lateral thinking, with the by-products from some food processing able to be utilised, for instance, in the production of dyes, toiletries and cosmetics (Henningsson et al), although many argue for the privileging of food production in the recycling of foodstuffs.Brewing is one such process that has been in the reuse spotlight recently as large companies seek to minimise their waste product so as to be able to market their processes as sustainable. In 2009, for example, the giant Foster’s Group (with over 150 brands of beer, wine, spirits and ciders) proudly claimed that it recycled or reused some 91.23% of 171,000 tonnes of operational waste, with only 8.77% of this going to landfill (Foster’s Group). The treatment and recycling of the massive amounts of water used for brewing, rinsing and cooling purposes (Braeken et al.; Fillaudeaua et al.) is of significant interest, and is leading to research into areas as diverse as the development microbial fuel cells—where added bacteria consume the water-soluble brewing wastes, thereby cleaning the water as well as releasing chemical energy that is then converted into electricity (Lagan)—to using nutrient-rich wastewater as the carbon source for creating bioplastics (Yu et al.).In order for the waste-recycling-reuse loop to be closed in the best way for securing food supplies, any new product salvaged and created from food waste has to be both usable, and used, as food (Stuart)—and preferably as a food source for people to consume. There is, however, considerable consumer resistance to such reuse. Resistance to reusing recycled water in Australia has been documented by the CSIRO, which identified negative consumer perception as one of the two primary impediments to water reuse, the other being the fundamental economics of the process (MacDonald & Dyack). This consumer aversion operates even in times of severe water shortages, and despite proof of the cleanliness and safety of the resulting treated water. There was higher consumer acceptance levels for using stormwater rather than recycled water, despite the treated stormwater being shown to have higher concentrations of contaminants (MacDonald & Dyack). This reveals the extent of public resistance to the potential consumption of recycled waste product when it is labelled as such, even when this consumption appears to benefit that public. Vegemite: From Waste Product to Australian IconIn this context, the savoury yeast spread Vegemite provides an example of how food processing waste can be repurposed into a new food product that can gain a high level of consumer acceptability. It has been able to retain this status despite half a century of Australian gastronomic multiculturalism and the wide embrace of a much broader range of foodstuffs. Indeed, Vegemite is so ubiquitous in Australian foodways that it is recognised as an international superbrand, a standing it has been able to maintain despite most consumers from outside Australasia finding it unpalatable (Rozin & Siegal). However, Vegemite’s long product history is one in which its origin as recycled waste has been omitted, or at the very least, consistently marginalised.Vegemite’s history as a consumer product is narrated in a number of accounts, including one on the Kraft website, where the apocryphal and actual blend. What all these narratives agree on is that in the early 1920s Fred Walker—of Fred Walker and Company, Melbourne, canners of meat for export and Australian manufacturers of Bonox branded beef stock beverage—asked his company chemist to emulate Marmite yeast extract (Farrer). The imitation product was based, as was Marmite, on the residue from spent brewer’s yeast. This waste was initially sourced from Melbourne-based Carlton & United Breweries, and flavoured with vegetables, spices and salt (Creswell & Trenoweth). Today, the yeast left after Foster Group’s Australian commercial beer making processes is collected, put through a sieve to remove hop resins, washed to remove any bitterness, then mixed with warm water. The yeast dies from the lack of nutrients in this environment, and enzymes then break down the yeast proteins with the effect that vitamins and minerals are released into the resulting solution. Using centrifugal force, the yeast cell walls are removed, leaving behind a nutrient-rich brown liquid, which is then concentrated into a dark, thick paste using a vacuum process. This is seasoned with significant amounts of salt—although less today than before—and flavoured with vegetable extracts (Richardson).Given its popularity—Vegemite was found in 2009 to be the third most popular brand in Australia (Brand Asset Consulting)—it is unsurprising to find that the product has a significant history as an object of study in popular culture (Fiske et al; White), as a marker of national identity (Ivory; Renne; Rozin & Siegal; Richardson; Harper & White) and as an iconic Australian food, brand and product (Cozzolino; Luck; Khamis; Symons). Jars, packaging and product advertising are collected by Australian institutions such as Sydney’s Powerhouse Museum and the National Museum of Australia in Canberra, and are regularly included in permanent and travelling exhibitions profiling Australian brands and investigating how a sense of national identity is expressed through identification with these brands. All of this significant study largely focuses on how, when and by whom the product has been taken up, and how it has been consumed, rather than its links to waste, and what this circumstance could add to current thinking about recycling of food waste into other food products.It is worth noting that Vegemite was not an initial success in the Australian marketplace, but this does not seem due to an adverse public perception to waste. Indeed, when it was first produced it was in imitation of an already popular product well-known to be made from brewery by-products, hence this origin was not an issue. It was also introduced during a time when consumer relationships to waste were quite unlike today, and thrifty re-use of was a common feature of household behaviour. Despite a national competition mounted to name the product (Richardson), Marmite continued to attract more purchasers after Vegemite’s launch in 1923, so much so that in 1928, in an attempt to differentiate itself from Marmite, Vegemite was renamed “Parwill—the all Australian product” (punning on the idea that “Ma-might” but “Pa-will”) (White 16). When this campaign was unsuccessful, the original, consumer-suggested name was reinstated, but sales still lagged behind its UK-owned prototype. It was only after remaining in production for more than a decade, and after two successful marketing campaigns in the second half of the 1930s that the Vegemite brand gained some market traction. The first of these was in 1935 and 1936, when a free jar of Vegemite was offered with every sale of an item from the relatively extensive Kraft-Walker product list (after Walker’s company merged with Kraft) (White). The second was an attention-grabbing contest held in 1937, which invited consumers to compose Vegemite-inspired limericks. However, it was not the nature of the product itself or even the task set by the competition which captured mass attention, but the prize of a desirable, exotic and valuable imported Pontiac car (Richardson 61; Superbrands).Since that time, multinational media company, J Walter Thompson (now rebranded as JWT) has continued to manage Vegemite’s marketing. JWT’s marketing has never looked to Vegemite’s status as a thrifty recycler of waste as a viable marketing strategy, even in periods of austerity (such as the Depression years and the Second World War) or in more recent times of environmental concern. Instead, advertising copywriting and a recurrent cycle of cultural/media memorialisation have created a superbrand by focusing on two factors: its nutrient value and, as the brand became more established, its status as national icon. Throughout the regular noting and celebration of anniversaries of its initial invention and launch, with various commemorative events and products marking each of these product ‘birthdays,’ Vegemite’s status as recycled waste product has never been more than mentioned. Even when its 60th anniversary was marked in 1983 with the laying of a permanent plaque in Kerferd Road, South Melbourne, opposite Walker’s original factory, there was only the most passing reference to how, and from what, the product manufactured at the site was made. This remained the case when the site itself was prioritised for heritage listing almost twenty years later in 2001 (City of Port Phillip).Shying away from the reality of this successful example of recycling food waste into food was still the case in 1990, when Kraft Foods held a nationwide public campaign to recover past styles of Vegemite containers and packaging, and then donated their collection to Powerhouse Museum. The Powerhouse then held an exhibition of the receptacles and the historical promotional material in 1991, tracing the development of the product’s presentation (Powerhouse Museum), an occasion that dovetailed with other nostalgic commemorative activities around the product’s 70th birthday. Although the production process was noted in the exhibition, it is noteworthy that the possibilities for recycling a number of the styles of jars, as either containers with reusable lids or as drinking glasses, were given considerably more notice than the product’s origins as a recycled product. By this time, it seems, Vegemite had become so incorporated into Australian popular memory as a product in its own right, and with such a rich nostalgic history, that its origins were no longer of any significant interest or relevance.This disregard continued in the commemorative volume, The Vegemite Cookbook. With some ninety recipes and recipe ideas, the collection contains an almost unimaginably wide range of ways to use Vegemite as an ingredient. There are recipes on how to make the definitive Vegemite toast soldiers and Vegemite crumpets, as well as adaptations of foreign cuisines including pastas and risottos, stroganoffs, tacos, chilli con carne, frijole dip, marinated beef “souvlaki style,” “Indian-style” chicken wings, curries, Asian stir-fries, Indonesian gado-gado and a number of Chinese inspired dishes. Although the cookbook includes a timeline of product history illustrated with images from the major advertising campaigns that runs across 30 pages of the book, this timeline history emphasises the technological achievement of Vegemite’s creation, as opposed to the matter from which it orginated: “In a Spartan room in Albert Park Melbourne, 20 year-old food technologist Cyril P. Callister employed by Fred Walker, conducted initial experiments with yeast. His workplace was neither kitchen nor laboratory. … It was not long before this rather ordinary room yielded an extra-ordinary substance” (2). The Big Vegemite Party Book, described on its cover as “a great book for the Vegemite fan … with lots of old advertisements from magazines and newspapers,” is even more openly nostalgic, but similarly includes very little regarding Vegemite’s obviously potentially unpalatable genesis in waste.Such commemorations have continued into the new century, each one becoming more self-referential and more obviously a marketing strategy. In 2003, Vegemite celebrated its 80th birthday with the launch of the “Spread the Smile” campaign, seeking to record the childhood reminisces of adults who loved Vegemite. After this, the commemorative anniversaries broke free from even the date of its original invention and launch, and began to celebrate other major dates in the product’s life. In this way, Kraft made major news headlines when it announced that it was trying to locate the children who featured in the 1954 “Happy little Vegemites” campaign as part of the company’s celebrations of the 50th anniversary of the television advertisement. In October 2006, these once child actors joined a number of past and current Kraft employees to celebrate the supposed production of the one-billionth jar of Vegemite (Rood, "Vegemite Spreads" & "Vegemite Toasts") but, once again, little about the actual production process was discussed. In 2007, the then iconic marching band image was resituated into a contemporary setting—presumably to mobilise both the original messages (nutritious wholesomeness in an Australian domestic context) as well as its heritage appeal. Despite the real interest at this time in recycling and waste reduction, the silence over Vegemite’s status as recycled, repurposed food waste product continued.Concluding Remarks: Towards Considering Waste as a ResourceIn most parts of the Western world, including Australia, food waste is formally (in policy) and informally (by consumers) classified, disposed of, or otherwise treated alongside garden waste and other organic materials. Disposal by individuals, industry or local governments includes a range of options, from dumping to composting or breaking down in anaerobic digestion systems into materials for fertiliser, with food waste given no special status or priority. Despite current concerns regarding the security of food supplies in the West and decades of recognising that there are sections of all societies where people do not have enough to eat, it seems that recycling food waste into food that people can consume remains one of the last and least palatable solutions to these problems. This brief study of Vegemite has attempted to show how, despite the growing interest in recycling and sustainability, the focus in both the marketing of, and public interest in, this iconic and popular product appears to remain rooted in Vegemite’s nutrient and nostalgic value and its status as a brand, and firmly away from any suggestion of innovative and prudent reuse of waste product. 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