Journal articles on the topic 'Indian Workers' Association (Great Britain)'

The article examines the emergence of Anglo-Indian and Muslim opposition to the Indian National Congress (INC) in the second half of the 1880s – early 1890s. By 1887, Congress had lost the support of the Viceroy of India Dufferin, and it greatly influenced the formation of the anti-Congress movement. The social base of opposition to the Congress was formed by the most conservative parts of society – the Anglo-Indians (the British who permanently lived in India) and Indian Muslims. The center of the anti-Congress movement was the Aligarh College, and the leader was the Muslim educator and founder of the college, Syed Ahmad Khan. The movement received support from the Anglo-Indian press and colonial officials. In 1888, United Indian Patriotic Association was founded with the Muslim organizations of Upper India and the conservative Hindu aristocracy in its ranks. The Association believed that the Congress did not represent the interests of the entire Indian people, but only a narrow stratum of European educated Indians. The INC's proposals for the introduction of an elective element in legislative councils and simultaneous examinations for civil service in India and Great Britain were regarded as premature, threatening interests of Muslims and British rule in India. The main goal of the United Indian Patriotic Association was to counter the agitation of the INC in Great Britain, where the British Committee of the INC operated, by holding anti-Congress meetings and pamphleting. After the adoption of the Indian Councils Act of 1892, the leaders of the Association focused on protecting the interests of Indian Muslims, and this solution led to the dissolution of the United Indian Patriotic Association in 1893. The Association became one of the first organizations opposed to the INC and had a significant impact on strengthening the political activity of Indian Muslims. The emergence of Muslim opposition to INC in the second half of the 1880s. became an important factor in the political development of India and the national liberation movement in the first half of the XX century.

Punjabis in interwar Britain, who had migrated for economic opportunity but had been politicized during successive upheavals at home, admired Ghadar’s radical solidarities with nationalist and anticolonial movements. This article focuses on peripatetic Punjabi radicals, often working as pedlars and sailors, to enhance the current understanding of the vibrant relationship between the Ghadar Party and Punjabis in Britain. This article contextualizes Udham Singh’s martyrdom by examining the uses to which his name and image were put in radical publications. Furthermore, the Indian Workers’ Association, formed in the midst of the Second World War, was integral to articulating a Ghadarite anticolonialism in Britain, which was animated by the trial and memorialization of Udham Singh. Thus, this article argues that labor migration and the global transmission of Ghadar Party publications was integral to the Ghadar movement’s influence on the struggle against imperialism in Britain in the 1930s and 1940s.

The 1980s and 1990s were decades of great creativity in Indian labor history. The study of labor moved from a long-standing institutional focus on trade unions to a study of workers themselves, as well as from the economism and determinism that had characterized many previous writings. A growing interest in labor led to the first conference devoted to Indian labor history at the International Institute of Social History in Amsterdam in 1995 and the founding of the Association of Indian Labour Historians the following year. The dynamism and the new intellectual horizons of Indian labor history in that period are captured in the work of three major historians: Dipesh Chakrabarty, Rajnarayan Chandavarkar, and Chitra Joshi. For the purposes of this essay, there is no need to review their contributions in detail (not least because such overviews may be found elsewhere), but it is nevertheless essential to provide a quick sketch of the arguments of each.

Bryan Edwards was a Jamaican planter and politician who published a well–respected History of the West Indies in 1793. He articulated the planter view concerning the value of the West Indian colonies to Great Britain, and opposed the abolition of the slave trade. Edwards disputed European scientific speculation that the ‘New World’ environment retarded nature, although his scientific interests have largely gone unnoticed. Elected a Fellow of The Royal Society in 1794, he became a Member of Parliament in 1796, and wrote a History of Haiti in the following year. As Secretary of the African Association, Edwards edited the African travel journals of Mungo Park.

From the identification of a specific lung disease caused by coal dust exposure in miners in 1831 until the demonstration of the association of that exposure to risk of emphysema in 1984, there was continuous argument about the harmfulness of coal dust. Ill health in miners was attributed variously to tuberculosis, quartz exposure or cigarette smoking. An acceptance that coal dust was harmful only started with investigative radiology and pathology in the 1920s, and physiology in the 1950s. Most of the early investigations were in South Wales, the centre of the most important coal field in Great Britain. Among the investigators was Professor Jethro Gough who, with his technician James Wentworth, introduced a technique for making thick sections of whole, inflated lungs on paper backing. Here, we describe this method and its central role in understanding the relationships between coal dust exposure, pneumoconiosis, emphysema and lung dysfunction in miners.

The Great War was indeed a world war. Imperial powers like Great Britain drew on their far-flung empires not only for resources but also for manpower. This essay examines one important (though still inadequately studied) aspect of British wartime exigency, the voluntary and coerced participation of the British Empire's coloured subjects and allies in military operations on the Western Front. With the exception of the Indian Army in the first year of the war, that participation did not include combat. Instead coloured troops, later joined by contract labourers, played major roles behind the lines. From 1916 onwards, well over a quarter million Chinese, Egyptians, Indians, South Africans, West Indians, New Zealand Maoris, Black Canadians, and Pacific Islanders worked the docks, built roads and railways, maintained equipment, produced munitions, dug trenches, and even buried the dead. Only in recent years has the magnitude of their contribution to Allied victory begun to be more fully acknowledged. Yet the greatest impact of British labour policies in France might lie elsewhere entirely. Chinese workers seem likely to have carried the virus that caused the Great Flu pandemic of 1918-19, which may have killed more people around the world than the war itself.

In the early 1920s, British West Indians in Banes, Cuba, built one of the world’s most successful branches of the Universal Negro Improvement Association (UNIA) in the heart of the world-famous United Fruit Company’s sugar-export enclave in Cuba. This article explores the day-to-day function of the UNIA in Banes in order to investigate closely the relationship between British West Indian migration and Garveysim and, in particular, between Garvey’s movement and powerful employers of mobile West Indian labor. It finds that the movement achieved great success in Banes (and in other company towns) by meeting the very specific needs of its members as black workers laboring in sites of U.S. hegemony. Crucially, the UNIA survived, and even thrived, in a company town by taking a pragmatic approach to its dealings with the company.

BackgroundEconomic recessions are characterized by job insecurity and rising unemployment. The relationship between job insecurity and poor mental health is known. However, we do not know how this relationship is affected by individual socio-economic circumstances.MethodA random probability sample comprising 3581 respondents (1746 men and 1835 women) were selected from the third national survey of psychiatric morbidity in Great Britain. Fieldwork was carried out throughout 2007. Depression was assessed using the revised Clinical Interview Schedule and ICD-10 research diagnostic criteria administered by well-trained lay interviewers.ResultsOne-fifth of all working men and women aged 16–64 years felt that their job security was poor. From a multivariate analysis of several job stressors, there was an increased likelihood of depression among those agreeing that their job security was poor [odds ratio (OR) 1.58, 95% confidence intervals (CI) 1.22–2.06, p<0.001]. After controlling for age and sex, job insecurity (OR 1.86, 95% CI 1.47–2.35, p<0.001) and being in debt (OR 2.17, 95% CI 1.58–2.98, p<0.001) were independently associated with depression.ConclusionsJob insecurity has a strong association with feelings of depression even after controlling for biographic characteristics (age and sex), economic factors (personal debt) and work characteristics (type of work and level of responsibility). Despite the organizational changes needed to cope with a recession, employers should also take note of the additional distress experienced by workers at a time of great uncertainty, particularly those in less skilled jobs and in financial straits.

Background: Breast milk is unquestionably the best milk for new born baby. As per UNICEF and WHO, immediate initiation and exclusive breast feeding for six months are essential for reducing infant and neonatal mortality and malnutrition and improving young child survival. In a study conducted by Indian Association of Pediatrics (IAP) in 2009 showed that there has been an alarming decline in breast feeding practices over years. This created great concern and Ministry of Health and Family Welfare decided to revive the BFHI programme, a global movement that aims to give every baby the best start in life by creating a health care environment where breast feeding is the norm. We, the Department of Obstetrics and Gynaecology, Sree Avittom Thirunal Hospital, Government Medical College, Trivandrum, Kerala conducted a study to compare the breast-feeding practices prior to and after implementation of BFHI programme.Methods: This was a comparative study done in 2013 -14 among 320 post-natal mothers delivered at SAT hospital before and after BFHI implementation to study the improvement in Breast feeding practices.Results: The revamping programme of BFHI brought significant change in timely initiation of breast feeding within one hour of delivery. Knowledge of mothers increased in the post implementation group. Proactive approach from the part of health workers also showed significant improvement.Conclusions: The campaign has initiated a positive response highlighting the benefits of breast feeding and dangers of bottle or animal milk feeding. A well-organized community awareness programme involving obstetrician, pediatrician and other health personnel will help in promotion of breast feeding through periodic review of the status and progress of the programme.

The purpose of the study was to analyze cases of acute hepatitis of undetermined etiology and define the main problems and tasks of epidemiological surveillance in Ukraine for emergent disease of acute hepatitis of unknown etiology. Materials and methods. The method of retrospective epidemiological analysis of data from open sourses on cases of acute hepatitis of undetermined etiology and the bibliosemantic method were used. Results and discussion. It was found that from April 5 to May 27, 2022, 650 cases of acute hepatitis of undetermined etiology in children were registered in 33 countries in 5 World Health Organization regions. The majority of reported cases, 58%, are in the World Health Organization European Region (22 countries). According to data as of May 31, 2022, we realized that the highest incidence of acute hepatitis of unknown etiology among children under 16 years old was observed in countries such as Great Britain – 50.8%, Spain – 11%, Italy – 9.5%, Portugal – 4.9%, the Netherlands and Belgium – 4.6% each, Austria and Cyprus – 0.7% each, Denmark – 2.3%, Greece and Norway – 1.6% each, and Ireland – 2.6%. Out of 305 patients with acute hepatitis of unknown etiology, 237 people were hospitalized, which is 77.7% of cases. Most of them were hospitalized in the UK – 65% of patients, Italy – 11% of cases, Spain – 8.0% of patients. In total, 7.5% of patients were in intensive care units, the largest number was in the UK – 60.9% of cases, Ireland and Spain – 13% of patients. In the age and sex structure of the diseased, children aged 5 years and younger (76%) and female persons prevailed. The etiology is unknown, but there is an association of cases with adenovirus type 41. Samples of whole blood, serum, urine, feces, airway washes, and, if possible, liver biopsies were examined in sick children under 16 years old. A total of 199 cases of acute hepatitis of unknown etiology were tested for adenovirus, of which 59.3% were positive. PCR testing for SARS-CoV-2 was performed in 204 patients, and 11.8% of patients had positive results. Serological tests for SARS-CoV-2 samples of 34 patients were positive, 67.6% of samples. Vaccination against COVID-19 was reported in 72 patients with acute hepatitis of unknown etiology, of which 61 patients (85%) were not vaccinated. Conclusion. It is indicated that it is necessary to identify possible cases of acute hepatitis of undetermined etiology, implement epidemiological investigation of each case, inform medical workers and exchange information with specialists, practice educational work among the population

Covid 19 – living the experience As I sit at my desk at home in suburban Brisbane, following the dictates on self-isolation shared with so many around the world, I am forced to contemplate the limits of human prediction. I look out on a world which few could have predicted six months ago. My thoughts at that time were all about 2020 as a metaphor for perfect vision and a plea for it to herald a new period of clarity which would arm us in resolving the whole host of false divisions that surrounded us. False, because so many appear to be generated by the use of polarised labelling strategies which sought to categorise humans by a whole range of identities, while losing the essential humanity and individuality which we all share. This was a troublesome trend and one which seemed reminiscent of the biblical tale concerning the tower of Babel, when a single unified language was what we needed to create harmony in a globalising world. However, yesterday’s concerns have, at least for the moment, been overshadowed by a more urgent and unifying concern with humanity’s health and wellbeing. For now, this concern has created a world which we would not have recognised in 2019. We rely more than ever on our various forms of electronic media to beam instant shots of the streets of London, New York, Berlin, Paris, Hong Kong etc. These centres of our worldly activity normally characterised by hustle and bustle, are now serenely peaceful and ordered. Their magnificent buildings have become foregrounded, assuming a dignity and presence that is more commonly overshadowed by the mad ceaseless scramble of humanity all around them. From there however the cameras can jump to some of the less fortunate areas of the globe. These streets are still teeming with people in close confined areas. There is little hope here of following frequent extended hand washing practices, let alone achieving the social distance prescribed to those of us in the global North. From this desk top perspective, it has been interesting to chart the mood as the crisis has unfolded. It has moved from a slightly distant sense of superiority as the news slowly unfolded about events in remote Wuhan. The explanation that the origins were from a live market, where customs unfamiliar to our hygienic pre-packaged approach to food consumption were practised, added to this sense of separateness and exoticism surrounding the source and initial development of the virus. However, this changed to a growing sense of concern as its growth and transmission slowly began to reveal the vulnerability of all cultures to its spread. At this early stage, countries who took steps to limit travel from infected areas seemed to gain some advantage. Australia, as just one example banned flights from China and required all Chinese students coming to study in Australia to self-isolate for two weeks in a third intermediate port. It was a step that had considerable economic costs associated with it. One that was vociferously resisted at the time by the university sector increasingly dependent on the revenue generated by servicing Chinese students. But it was when the epicentre moved to northern Italy, that the entire messaging around the event began to change internationally. At this time the tone became increasingly fearful, anxious and urgent as reports of overwhelmed hospitals and mass burials began to dominate the news. Consequently, governments attracted little criticism but were rather widely supported in the action of radically closing down their countries in order to limit human interaction. The debate had become one around the choice between health and economic wellbeing. The fact that the decision has been overwhelmingly for health, has been encouraging. It has not however stopped the pressure from those who believe that economic well-being is a determinant of human well-being, questioning the decisions of politicians and the advice of public health scientists that have dominated the responses to date. At this stage, the lives versus livelihoods debate has a long way still to run. Of some particular interest has been the musings of the opinion writers who have predicted that the events of these last months will change our world forever. Some of these predictions have included the idea that rather than piling into common office spaces working remotely from home and other advantageous locations will be here to stay. Schools and universities will become centres of learning more conveniently accessed on-line rather than face to face. Many shopping centres will become redundant and goods will increasingly be delivered via collection centres or couriers direct to the home. Social distancing will impact our consumption of entertainment at common venues and lifestyle events such as dining out. At the macro level, it has been predicted that globalisation in its present form will be reversed. The pandemic has led to actions being taken at national levels and movement being controlled by the strengthening and increased control of physical borders. Tourism has ground to a halt and may not resume on its current scale or in its present form as unnecessary travel, at least across borders, will become permanently reduced. Advocates of change have pointed to some of the unpredicted benefits that have been occurring. These include a drop in air pollution: increased interaction within families; more reading undertaken by younger adults; more systematic incorporation of exercise into daily life, and; a rediscovered sense of community with many initiatives paying tribute to the health and essential services workers who have been placed at the forefront of this latest struggle with nature. Of course, for all those who point to benefits in the forced lifestyle changes we have been experiencing, there are those who would tell a contrary tale. Demonstrations in the US have led the push by those who just want things to get back to normal as quickly as possible. For this group, confinement at home creates more problems. These may be a function of the proximity of modern cramped living quarters, today’s crowded city life, dysfunctional relationships, the boredom of self-entertainment or simply the anxiety that comes with an insecure livelihood and an unclear future. Personally however, I am left with two significant questions about our future stimulated by the events that have been ushered in by 2020. The first is how is it that the world has been caught so unprepared by this pandemic? The second is to what extent do we have the ability to recalibrate our current practices and view an alternative future? In considering the first, it has been enlightening to observe the extent to which politicians have turned to scientific expertise in order to determine their actions. Terms like ‘flattening the curve’, ‘community transmission rates’, have become part of our daily lexicon as the statistical modellers advance their predictions as to how the disease will spread and impact on our health systems. The fact that scientists are presented as the acceptable and credible authority and the basis for our actions reflects a growing dependency on data and modelling that has infused our society generally. This acceptance has been used to strengthen the actions on behalf of the human lives first and foremost position. For those who pursue the livelihoods argument even bigger figures are available to be thrown about. These relate to concepts such as numbers of jobless, increase in national debt, growth in domestic violence, rise in mental illness etc. However, given that they are more clearly estimates and based on less certain assumptions and variables, they do not at this stage seem to carry the impact of the data produced by public health experts. This is not surprising but perhaps not justifiable when we consider the failure of the public health lobby to adequately prepare or forewarn us of the current crisis in the first place. Statistical predictive models are built around historical data, yet their accuracy depends upon the quality of those data. Their robustness for extrapolation to new settings for example will differ as these differ in a multitude of subtle ways from the contexts in which they were initially gathered. Our often uncritical dependence upon ‘scientific’ processes has become worrying, given that as humans, even when guided by such useful tools, we still tend to repeat mistakes or ignore warnings. At such a time it is an opportunity for us to return to the reservoir of human wisdom to be found in places such as our great literature. Works such as The Plague by Albert Camus make fascinating and educative reading for us at this time. As the writer observes Everybody knows that pestilences have a way of recurring in the world, yet somehow, we find it hard to believe in ones that crash down on our heads from a blue sky. There have been as many plagues as wars in history, yet always plagues and wars take people equally by surprise. So it is that we constantly fail to study let alone learn the lessons of history. Yet 2020 mirrors 1919, as at that time the world was reeling with the impact of the Spanish ‘Flu, which infected 500 million people and killed an estimated 50 million. This was more than the 40 million casualties of the four years of the preceding Great War. There have of course been other pestilences since then and much more recently. Is our stubborn failure to learn because we fail to value history and the knowledge of our forebears? Yet we can accept with so little question the accuracy of predictions based on numbers, even with varying and unquestioned levels of validity and reliability. As to the second question, many writers have been observing some beneficial changes in our behaviour and our environment, which have emerged in association with this sudden break in our normal patterns of activity. It has given us the excuse to reevaluate some of our practices and identify some clear benefits that have been occurring. As Australian newspaper columnist Bernard Salt observes in an article titled “the end of narcissism?” I think we’ve been re-evaluating the entire contribution/reward equation since the summer bushfires and now, with the added experience of the pandemic, we can see the shallowness of the so-called glamour professions – the celebrities, the influencers. We appreciate the selflessness of volunteer firefighters, of healthcare workers and supermarket staff. From the pandemic’s earliest days, glib forays into social media by celebrities seeking attention and yet further adulation have been met with stony disapproval. Perhaps it is best that they stay offline while our real heroes do the heavy lifting. To this sad unquestioning adherence to both scientism and narcissism, we can add and stir the framing of the climate rebellion and a myriad of familiar ‘first world’ problems which have caused dissension and disharmony in our communities. Now with an external threat on which to focus our attention, there has been a short lull in the endless bickering and petty point scoring that has characterised our western liberal democracies in the last decade. As Camus observed: The one way of making people hang together is to give ‘em a spell of the plague. So, the ceaseless din of the topics that have driven us apart has miraculously paused for at least a moment. Does this then provide a unique opportunity for us together to review our habitual postures and adopt a more conciliatory and harmonious communication style, take stock, critically evaluate and retune our approach to life – as individuals, as nations, as a species? It is not too difficult to hypothesise futures driven by the major issues that have driven us apart. Now, in our attempts to resist the virus, we have given ourselves a glimpse of some of the very things the climate change activists have wished to happen. With few planes in the air and the majority of cars off the roads, we have already witnessed clearer and cleaner air. Working at home has freed up the commuter driven traffic and left many people with more time to spend with their family. Freed from the continuing throng of tourists, cities like Venice are regenerating and cleansing themselves. This small preview of what a less travelled world might start to look like surely has some attraction. But of course, it does not come without cost. With the lack of tourism and the need to work at home, jobs and livelihoods have started to change. As with any revolution there are both winners and losers. The lockdown has distinguished starkly between essential and non-essential workers. That represents a useful starting point from which to assess what is truly of value in our way of life and what is peripheral as Salt made clear. This is a question that I would encourage readers to explore and to take forward with them through the resolution of the current situation. However, on the basis that educators are seen as providing essential services, now is the time to turn to the content of our current volume. Once again, I direct you to the truly international range of our contributors. They come from five different continents yet share a common focus on one of the most popular of shared cultural experiences – sport. Unsurprisingly three of our reviewed papers bring different insights to the world’s most widely shared sport of all – football, or as it would be more easily recognised in some parts of the globe - soccer. Leading these offerings is a comparison of fandom in Australia and China. The story presented by Knijnk highlights the rise of the fanatical supporters known as the ultras. The origin of the movement is traced to Italy, but it is one that claims allegiances now around the world. Kniijnk identifies the movement’s progression into Australia and China and, in pointing to its stance against the commercialisation of their sport by the scions of big business, argues for its deeper political significance and its commitment to the democratic ownership of sport. Reflecting the increasing availability and use of data in our modern societies, Karadog, Parim and Cene apply some of the immense data collected on and around the FIFA World Cup to the task of selecting the best team from the 2018 tournament held in Russia, a task more usually undertaken by panels of experts. Mindful of the value of using data in ways that can assist future decision making, rather than just in terms of summarising past events, they also use the statistics available to undertake a second task. The second task was the selection of the team with the greatest future potential by limiting eligibility to those at an early stage in their careers, namely younger than 28 and who arguably had still to attain their prime as well as having a longer career still ahead of them. The results for both selections confirm how membership of the wealthy European based teams holds the path to success and recognition at the global level no matter what the national origins of players might be. Thirdly, taking links between the sport and the world of finance a step further, Gomez-Martinez, Marques-Bogliani and Paule-Vianez report on an interesting study designed to test the hypothesis that sporting success within a community is reflected in positive economic outcomes for members of that community. They make a bold attempt to test their hypothesis by examining the relationship of the performance of three world leading clubs in Europe - Bayern Munich, Juventus and Paris Saint Germain and the performance of their local stock markets. Their findings make for some interesting thoughts about the significance of sport in the global economy and beyond into the political landscape of our interconnected world. Our final paper comes from Africa but for its subject matter looks to a different sport, one that rules the subcontinent of India - cricket. Norrbhai questions the traditional coaching of batting in cricket by examining the backlift techniques of the top players in the Indian Premier league. His findings suggest that even in this most traditional of sports, technique will develop and change in response to the changing context provided by the game itself. In this case the context is the short form of the game, introduced to provide faster paced entertainment in an easily consumable time span. It provides a useful reminder how in sport, techniques will not be static but will continue to evolve as the game that provides the context for the skilled performance also evolves. To conclude our pages, I must apologise that our usual book review has fallen prey to the current world disruption. In its place I would like to draw your attention to the announcement of a new publication which would make a worthy addition to the bookshelf of any international sports scholar. “Softpower, Soccer, Supremacy – The Chinese Dream” represents a unique and timely analysis of the movement of the most popular and influential game in the world – Association Football, commonly abbreviated to soccer - into the mainstream of Chinese national policy. The editorial team led by one of sports histories most recognised scholars, Professor J A Mangan, has assembled a who’s who of current scholars in sport in Asia. Together they provide a perspective that takes in, not just the Chinese view of these important current developments but also, the view of others in the geographical region. From Japan, Korea and Australia, they bring with them significant experience to not just the beautiful game, but sport in general in that dynamic and fast-growing part of the world. Particularly in the light of the European dominance identified in the Karog, Parim and Cene paper this work raises the question as to whether we can expect to see a change in the world order sooner rather than later. It remains for me to make one important acknowledgement. In my last editorial I alerted you to the sorts of decisions we as an editorial and publication team were facing with regard to ensuring the future of the journal. Debates as to how best to proceed while staying true to our vision and goals are still proceeding. However, I am pleased to acknowledge the sponsorship provided by The University of Macao for volume 42 and recognise the invaluable contribution made by ISCPES former president Walter Ho to this process. Sponsorship can provide an important input to the ongoing existence and strength of this journal and we would be interested in talking to other institutions or groups who might also be interested in supporting our work, particularly where their goals align closely with ours. May I therefore commend to you the works of our international scholars and encourage your future involvement in sharing your interest in and expertise with others in the world of comparative and international sport studies, John Saunders, Brisbane, May 2020

The Constitution of Kenya specifically recognizes the freedom of association to form and belong to trade unions. However, despite the adoption of the Labour Relations Act, union practice is still hampered by excessive restrictions. The EPZ companies are labor intensive requiring a large amount of labor to produce its goods or service and thus, the welfare of the employees play a key role in their functions. This study sought to determine the effect of trade union practices on employees’ welfare at export processing zones industries in Athi River, Kenya. The specific objectives sought to determine the effect of collective bargaining agreements, industrial action, dispute resolution and trade union representation on employees’ welfare at export processing zones industries in Athi River, Kenya. The study employed a descriptive research design. Primary data was collected by means of a structured questionnaire. The target population of the study was employees in EPZ companies in Athi River, Kenya with large employees enrolled in active trade unions. The unit of observation was the employees in the trade unions. The findings indicated that collective bargaining agreements had a positive and significant coefficient with employees’ welfare at the EPZ industries. Industrial action had a positive but non-significant effect with employees’ welfare at Export Processing Zones industries. Dispute resolution had a positive and significant coefficient with employees’ welfare at the EPZ industries. Trade union representation had a positive and significant coefficient with employees’ welfare at the EPZ industries. The study recommended that trade union should avoid the path of confrontation but continue dialogue through the collective bargaining process and demands should be realistic in nature with what is obtainable in the related industry. An existence of a formal two way communication between management and trade unions will ensure that right message is properly understood and on time too. Keywords: Collective Bargaining Agreements, Industrial Action, Dispute Resolution, Trade Union Representation, Employees Welfare & Export Processing Zones

ObjectivesTo define the prevalence and incidence of asthma in a large working population of pesticide workers and to assess which exposures are potentially of relevance to causing or aggravating this condition.MethodsA baseline cross-sectional study at recruitment (2013–2017, n=5817), with follow-up in 2018 (n=2578), was carried out in predominantly Great Britain based pesticide workers. At baseline, participants completed a health and work questionnaire which included questions on demographic, lifestyle, socioeconomic and work-related factors, pesticide use and doctor diagnosed health conditions. In January 2018, a follow-up questionnaire focused on respiratory ill health, with questions covering self-reported respiratory symptoms and doctor diagnosed respiratory conditions. The associations of various exposures with asthma were estimated using logistic regression adjusting for age as a continuous variable, and for sex where possible. An estimate of hours worked with pesticides in the previous year was calculated for each participant.ResultsAt baseline, 608 (10.4%) had doctor diagnosed asthma. In 2018 the figure was 297 (11.5% of the follow-up population); the incidence of new asthma cases between surveys was 1.7 cases per 1000 participants per year. At follow-up, 18.1% reported wheeze in the last 12 months, 73.2% of those with self-reported asthma noted it to be persistent and using a more specific definition of asthma (doctor diagnosed asthma with at least one asthma-related symptom in the last year); 6.8% (95% CI 5.9% to 7.9%) fulfilled this definition. At follow-up, 127 participants felt that their asthma was caused or made worse by their work, with 77 (63.6%) nominating organic dust, 13 (10.7%) unspecified dust, 12 (9.9%) chemicals, 9 (7.4%) mixed exposures, 7 (5.8%) physical agents and 3 (2.5%) fumes or other irritants. There was little or no association between high pesticide exposure and doctor diagnosed asthma or self-reported recent wheeze, although there was an elevated risk for work-related wheeze (OR for high exposure=2.67; 95% CI 1.16 to 6.18). High pesticide exposure (high vs low exposure category OR 2.68, 95% CI 1.28 to 5.60) was also associated with work-related chest tightness. Exposure to organic dusts was associated (significantly, p=0.026) with persistent asthma when adjusted for the effects of age and smoking.ConclusionsThis large study of pesticide workers has identified expected levels of doctor diagnosed asthma, and high levels of self-reported respiratory symptoms. Pesticide exposure was associated with an increased risk of self-reported work-related wheeze, but not with asthma or wheeze in general. Further work is needed to identify more clearly which exposures within a complex mixed exposure profile are likely causative in order to best focus interventions to reduce work-related asthma and related conditions.

Tujuan dalam penelitian ini adalah untuk mengetahui Peran Komitmen organisasional yang terdiri dari komitment afektif, normative, dan kontinuan dan Kompensasi baik itu kompensasi finansial dan non-finansial terhadap Kepuasan kerja dengan moderasi Budaya organisasi sebagai variabel penguat atau memperlemah pada karyawan PT.PLN (Persero) Unit Induk Wilayah Kalimantan Barat. Sampel dalam penelitian ini adalah 200 orang karyawan dan data yang dapat di olah sebanyak 200 sampel. PT.PLN (Persero) Unit Induk Wilayah Kalimantan Barat. Data dianalisis menggunakan WrapPls 6.0 dan SPSS 16 untuk menguji Uji asumsi Normalitas dan Linieritas.Hasil penelitian ini menyimpulkan bahwa komitmen organisasi berpengaruh positif terhadap kepuasan kerja karyawan PT.PLN (Persero) Unit Induk Wilayah Kalimantan Barat. Kompensasi juag berpengaruh positif terhadap kepuasan kerja karyawan PT.PLN (Persero) Unit Induk Wilayah Kalimantan Barat. Selain itu Budaya sebagai variabel moderasi memiliki hubungan yang signifikan sebagai moderasi antar hubungan komitmen organisasional terhadap kepuasan kerja, tetapi tidak memoderasi hubungan kompensasi terhadap kepuasan kerja. Kata Kunci : komitmen organisasional,kompensasi,kepuasan kerja dan budaya organisasiDAFTAR PUSTAKA Adeniji, A. A., & Osibanjo, A. O., (2012). Human Resource Management: Theory & Practice.Lagos, Nigeria: Pumark Nigeria Limited. Allen N J, & Meyer J P., (1990). The measurement & antecedents of affective, Continuance & normative commitment to the organization. Jurnal of Occupational Psychology (1990), 63, 1-18 Printed in great Britain 1990 the British Psychological Society.Allen N J, & Meyer J P., (1996). Affective, Continuance, & Normative Commitment to the Organization: An Examination of Construct Validity. 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Photo by Mehdi Imani on Unsplash ABSTRACT Non-Profit and Non-Governmental Organizations (NPOs/NGOs) often receive research funds from private for-profit corporations through Corporate Social Responsibility (CSR). Harm industries such as tobacco and alcohol have utilized this opportunity to clear themselves of any blame in contributing to the disease burden, thus obscuring the real danger of their products. The association of public health institutions with such harmful industries has given rise to both financial and non-financial Conflicts of Interest (COIs). To resolve conflicts that arise out of this association, institutions have sought prohibition and full disclosure models. This article highlights the necessity to expand conflict of interest and include industries of implicit harm (fast fashion, mining, cosmetics, and sugary drinks) and not limit itself to just tobacco and alcohol. Simultaneously, the article underlines the hurdles in such an expansion. In conclusion, the article provides a hybrid model for conflict assessment that attempts to account for the limitations of a prohibition model as well as a full disclosure model. INTRODUCTION As public health research lacks funding, corporations fill a funding gap by allocating money to non-governmental organizations and non-profits.[1] However, the financial involvement of private corporations in public health research raises questions about conflicts of interest and research integrity.[2] Conflicts of interest must be a consideration in the philosophical framework that public health institutions ought to adopt. The recent focus on promoting a “socially conscious capitalistic environment” has led to the inception of corporate social responsibility[3] or an obligation of corporations to address social concerns their products or operations might bring about. Corporations engage in responsible actions to improve transparency and be more accountable for their actions.[4] Some corporations are motivated to be good corporate citizens through ethically profitable practices; they recognize a self-imposed obligation to use their resources to protect, and benefit society and they adhere to a social contract.[5] Corporate social responsibility has strong parallels with entrepreneurial philanthropy. By investing in research, that benefits the socio-economically disadvantaged, social responsibility initiatives further social goals.[6] There are two distinct problems with corporate social responsibility models: First, they attempt (but fail) to make up for a poor corporate endeavor like selling cigarettes. Some companies abuse their responsibilities and produce unhealthy goods or engage in practices that are contrary to social good. Furthermore, their philanthropic engagement may be ill-motivated. It enables them to access the socio-political domain, benefit from tax breaks, and profit directly from the “generosity” label without changing their core practices.[7] Second, corporate social responsibility leads to conflicts of interest in public research. Corporations fund public health research as a way to “act” responsible and to further a social goal.[8] Corporations that fund research at academic institutions, and non-profits pose financial conflicts of interest.[9] l. Conflict of Interest: Funding Effect and Ethical Engagement Arguably, tobacco and alcohol industries are in stark contrast to the goals of public health.[10] Their involvement in and contribution towards public health research may be motivated by a desire to improve their reputation. Harm industries engaging in public health research create a fundamental ethical tension.[11] Many scholars have defined conflict of interest in a variety of ways. In this article, we take the definition of conflict of interest as "a set of circumstances that creates a risk that professional judgement or actions regarding a primary interest will be unduly influenced by a secondary or a competing interest" [12] Thus, a financial conflict of interest occurs when funding leads to the risk of compromising the research project that is financed by the corporation. "Funding Effect" was coined after a study showed significant differences in research outcomes of private and public-funded drug efficiency safety studies.[13] Private-industry-sponsored research produced commercially favorable outcomes in comparison to publicly sponsored studies.[14] Research sponsored by the tobacco industry had scientists produce biased data, often making the best case for industrial interests.[15] Receiving funds from for-profit corporations has also led to reduced dissemination of unfavorable results and under-reporting of negative findings.[16] There is not enough research to assess the value of corporate funding to those in academics.[17] Qualitative and quantitative empirical research may help shape best practices when engaging with private corporations. Corporate social responsibility creates an illusion of righteousness. Tobacco companies have funded public health research designed to influence tobacco control policies.[18] Corporations have used research to further the narrative that personal responsibility plays an outsized role in alcohol consumption, thereby ignoring the social determinants of addiction and programs that include alcohol supply reduction.[19] A similar narrative has pervaded the sugary drinks discussion.[20] While there are many considerations, there is no homogenous policy to help tackle conflicts of interest in public health research.[21] Academic journals mandate declaring financial conflicts of interest. [22] However, declarations should attempt to incorporate an institutional view of values and not restrict themselves to personal convictions. Rather than approaching each conflict of interest and using declarations, journals should evaluate conflicts of interest in terms of risk. Such an evaluation also would address embedded research practices that may appear ethical on the surface but represent unrecognized bias.[23] The Mohammed Ali effect is a good example of this phenomenon. Self-reporting of ethical research behavior by scientists is under representative of actual occurrences of misconduct simply because peers are held to different standards than self.[24] ll. The Prohibition Model – A Deontological Framework The prohibition model discards any research in association with industries that would create a conflict of interest.[25] Academic institutions or journals that prohibit research by industry limit the ability of harm industries to engage in philanthropic public health research that may reflect pro-industry bias. The non-association with harm industries draws from Kant’s categorical imperative. In From the Groundwork of the Metaphysics of Morals, Kant[26] believes that moral behavior exists a priori. If we consider ethics a posteriori, we only deal with what we ‘already did,’ which is not the basis for a moral system. In a Kantian analysis, non-association with harm industries is the starting point of ethical behavior. Furthermore, in Metaphysics of Morals, Kant[27] outlines the motivations to act. He posits that ethical actions are motivated by duty and not by self-interest or immediate inclination. Thus, the prohibition model grounds itself in strong ethical imperatives. However, it would limit public health research funding. lll. The Disclosure Model: Conflicts of Interest are Inevitable The disclosure model claims that transparent disclosure procedures are enough to manage conflicts of interest. Often, a placating response to any concern is the disclosure of otherwise unavailable information.[28] Any disclosure should include enough information about the nature, scope, duration, and monetary forces within the for-profit organizational web to allow institutions to assess the risk to their own reputation of engaging in partnership or publishing research conducted by corporations.[29] In addition to transparency, disclosure allows for weighing risks and benefits by assessing proportionality. The proportionality principle requires that the benefits of the association or accepting funds from for-profits be great to justify the conflict of interest.[30] As a result of full disclosure, there is scope for increased accountability from private corporations and public health scholars to ensure that values are upheld throughout the association. However, disclosure is not always effective as it does not prevent or remedy a conflict of interest.[31] Disclosure rests on a presumption of wrongdoing and can deter prospective corporate engagement in public health research. However, the risk of deterring research participation is not a concern strong enough to loosen the values a public health institution must strive to achieve. Values such as transparency, proportionality, precautionary measures, and accountability make it easier to navigate disclosure requirements. Disclosure as a standalone method is not a foolproof technique.[32] Thus, a tailor-made model that can switch between the prohibition model and the disclosure model on a case-by-case basis might be more effective. Furthermore, academics need to ensure reasonable confidence that corporations would disclose financial conflicts of interest as the disclosure requirement often acts on an honor system. In case of non-compliance, either terminating the ties or establishing a legal recourse could be sought as alternatives. lV. The Case for Expanding the Definition of Conflicts of Interests Many industries are explicitly harmful to people. Tobacco and alcohol corporations engage in actions and create products that work against the ideals of public health. Industries like fast fashion, cosmetics, and many others that are seemingly harmless contribute significantly to the deterioration of public health through their treatment of workers, environmental impacts, and lobbying efforts that include relaxing laws meant to protect consumers and workers. The fashion industry produces large amounts of inexpensive clothing by outsourcing labor to lower- and middle-income countries,[33] creating environmental and occupational hazards for their citizens. Many countries lack institutional structures to prevent abuse of workers.[34] Fast fashion also leads to the production of solid waste that ends up in landfills with no efficient mechanism for its disposal.[35] The cosmetic industry releases a great number of micro-plastics into aquatic systems through face products which lead to a shift in their chemical composition.[36] The gambling industry harms health as gambling is addictive and can financially harm individuals, families, and interpersonal relationships.[37] The mining industry has occupational hazards such as inhaling of toxic substances as well as environmental hazards.[38] The sugary drink industry increases the burden of obesity, diabetes, and cardiovascular disease.[39] A prohibition model works well with industries that explicitly harm. Thus, non-association with the tobacco and alcohol industry becomes obvious. The difficulty in deciphering conflict of interest through association arises when public health institutions are looking to expand their non-association to industries of implicit harm. When looking to expand non-association into industries such as mining, fast fashion, sugary drinks, etc., we need to move away from a one-size-fits-all approach. Disclosure is not enough as it does not resolve the risk of bias; it merely provides transparency. Yet, a prohibition model would require academic institutions and journals to research funding relationships as well as harmful practices and would lead to less funding for research. V. The Traffic Light Model: A tailor-made hybrid of prohibition and disclosure Academic institutions, non-profits, and public health organizations might shape market practices and unearth latent intentions to contradict the social determinants of health if they are able to eliminate bias in public health research. This section presents a hybrid model for conflict-of-interest assessment and resolution that takes the metaphor of a traffic light. Figure 1 represents a schematic of the hybrid. Figure 1: A Schematic of the Traffic Light Hybrid As the schematic represents, industries that project values against public health, such as tobacco and alcohol, fall under the red light and hence can be put under non-association, i.e., the prohibition model. Expanding non-association to industries implicit in their harms, such as fast fashion, sugary drinks, mining, companies that exploit labor, would require us to proceed with the disclosure model. As mentioned before, disclosure would require assessing the conflict of interest in terms of proportionality, transparency, accountability, and ensuring that the precautionary principle has been met. Providing a legal recourse at every significant point during research might be helpful to eliminate conflicts that surface during the intermediate stages of research. The entire disclosure model falls under the yellow light urging us to go slow and err on the side of caution. The green light comprises pro-public health values corporations and exercises impactful operational methods that do not devalue public health goals. However, this should not be taken for face value. Any suspicion of conflict must be dealt with disclosure, and risk-based assessment should precede every funding decision. The three categories serve as a starting point for public health researchers to invest more in building a framework that helps assess such conflicts. Conflicts of interest are rather dynamic and require constant attention. Examining research practices and funder objectives is crucial. The impact of private corporations on public health research needs to be widely discussed in the academic community. Although the hybrid provides a starting point in designing a more dynamic and flexible framework, the presence of an institutional conflict of interest policy and committee with independent review and oversight of research is also a necessity.[40] Considering decreased federal funding, scholars have argued the necessity for corporate funding. Besides meeting the financial demand, corporate funding has brought in benefits such as employment opportunities, access to otherwise unavailable tools and technology, and turning academic research into commercially viable practice.[41] Although the goals of public health research, such as the creation of public goods, affordable and safe housing, access to vaccines, etc., may seem utilitarian, it is important to understand that corporations influence research practices that are more deontological in nature. Research integrity has to do with ethical conduct of research and shaping best practices. Thus, an efficient way to deal with research practice and bias is by invoking the Kantian categorical imperative grounded in procedural ethics rather than consequentialist ethics. A Kantian perspective allows considering conflicts of interest as an institutional value. In addition to focusing on individual research practices, public health institutions need to develop an institutional conflict of interest framework where the values of a public health institution shape corporate engagement. Another closely related discourse that has a significant bearing on corporate involvement is commercial determinants of health. It considers corporations as contributors to disease burden and holds them as part of a structural problem.[42] By shaping research practices and investing in designing conflicts of interest policies, public health institutions can redefine the narrative of accountability. By actively evaluating financial links within the corporation and assessing risks of bias and influence in research, public health institutions can check the power imbalance that corporations tend to misuse.[43] More importantly, furthering a narrative that defines disease burden in terms of corporate contribution signals support to those who fight against the injustices perpetrated by large-scale corporations. People from lower- and middle-income countries and several indigenous communities have been forced out of their neighborhoods for corporate expansion.[44] As a public health institution, it is important to support vulnerable groups outpowered and forced into poor living conditions by global corporations. CONCLUSION The consumption of tobacco, alcohol, polluting motor vehicles, and other products of disease-promoting corporations have presented a significant struggle in improving public health. Engaging with such corporations through corporate social responsibility ventures into the highly contentious ethical territory. From a fundamental difference in the values endorsed, for-profit corporations present a conflict of interest in public health research. Public health institutions should be wary of the influence of corporate funding provided through social responsibility programs. Academic bias and the use of corporate social responsibility as a backdoor to legitimizing questionable practices are problematic. The prohibition and disclosure models independently do not perform efficiently against the dynamic nature of conflicts of interest. The hybrid model for institutional conflict-of-interest policy incorporates both the prohibition and disclosure models and allows for switching between them on a case-by-case basis. Managing corporate power requires dealing with conflict of interests broadly and as a risk-susceptibility issue rather than an occurrence issue. - [1] Denier, Y. (2008). Mind the gap! Three Approaches to Scarcity in Health Care. Medicine, Health Care and Philosophy, 11(1), 73-87. [2] Gupta, A., Holla, R., & Suri, S. (2015). Conflict of Interest in Public Health: Should There be a Law to Prevent It? Indian J Med Ethics, 12(3), 172-7. [3] de Vries, H. (2016). Invited Commentary: Corporate Social Responsibility and Public Health: An Unwanted Marriage; Resnik, D. B. (2019). Institutional Conflicts of Interest in Academic Research. Science and Engineering Ethics, 25(6), 1661-1669. [4] Lee, K., & Bialous, S. A. (2006). Corporate Social Responsibility: Serious Cause for Concern. Tobacco Control, 15(6), 419-419. [5] Macassa, G., da Cruz Francisco, J., & McGrath, C. (2017). Corporate social responsibility and population health. Health Science Journal, 11(5), 1-6. [6] Harvey, C., Gordon, J., & Maclean, M. (2021). The Ethics of Entrepreneurial Philanthropy. Journal of Business Ethics, 171(1), 33-49. [7] Harvey, C., Gordon, J., & Maclean, M. (2021). The Ethics of Entrepreneurial Philanthropy. Journal of Business Ethics, 171(1), 33-49. [8] Resnik, D. B. (2019). Institutional Conflicts of Interest in Academic Research. Science and Engineering Ethics, 25(6), 1661-1669. [9] Royo Bordonada, M., & García López, F. (2018). What Is and What Is Not a Conflict of Interest in Public Health Research. European Journal of Public Health, 28(suppl_4), cky213-750. [10] de Vries, H. (2016). Invited Commentary: Corporate Social Responsibility and Public Health: An Unwanted Marriage. [11] Lee, K., & Bialous, S. A. (2006). Corporate Social Responsibility: Serious Cause for Concern. Tobacco Control, 15(6), 419-419. [12] Gupta, A., Holla, R., & Suri, S. (2015). Conflict of Interest In Public Health: Should There Be A Law To Prevent It?. Indian J Med Ethics, 12(3), 172-7. [13] Krimsky, S. (2013). Do Financial Conflicts of Interest Bias Research? An Inquiry into The “Funding Effect” Hypothesis. Science, Technology, & Human Values, 38(4), 566-587. [14] Ibid. [15] Ibid. [16] Nakkash, R. T., Mugharbil, S., Alaouié, H., & Afifi, R. A. (2017). Attitudes of Public Health Academics Toward Receiving Funds from For-Profit Corporations: A Systematic Review. Public Health Ethics, 10(3), 298-303. [17] Nakkash, R. T., Mugharbil, S., Alaouié, H., & Afifi, R. A. (2017). Attitudes of Public Health Academics Toward Receiving Funds From For-Profit Corporations: A Systematic Review. Public Health Ethics, 10(3), 298-303. (An attempt to review the research failed as there was not data on the “Attitudes of Public Health Academics towards receiving funds from for-profit corporations.”) [18] de Vries, H. (2016). Invited Commentary: Corporate Social Responsibility and Public Health: An Unwanted Marriage. [19] Yoon, S., & Lam, T. H. (2013). The illusion of Righteousness: Corporate Social Responsibility Practices Of The Alcohol Industry. BMC Public Health, 13(1), 1-11. [20] Gupta, A., Holla, R., & Suri, S. (2015). Conflict of interest in Public Health: Should There Be A Law To Prevent It?. Indian J Med Ethics, 12(3), 172-7. [21] Shamoo, A. S., & Resnik, D. B. (2015). Responsible Conduct of Research (3rd ed.). New York: Oxford University Press. [22] Resnik, D. B. (2019). Institutional Conflicts of Interest in Academic Research. Science And Engineering Ethics, 25(6), 1661-1669. [23] Field, M. J., & Lo, B. (Eds.). (2009). Conflict of Interest in Medical Research, Education, And Practice. [24] Fanelli, D. (2009). How Many Scientists Fabricate and Falsify Research? A Systematic Review and Meta-Analysis Of Survey Data. PloS one, 4(5), e5738. [25] Field, M. J., & Lo, B. (Eds.). (2009). Conflict of Interest in Medical Research, Education, and Practice. [26] Kant, I. (2008). Groundwork for the Metaphysics of Morals. Yale University Press. [27] Kant, I. (2008). Groundwork for the Metaphysics of Morals. Yale University Press. [28] Field, M. J., & Lo, B. (Eds.). (2009). Conflict of Interest In Medical Research, Education, And Practice. [29] IbId. [30] Childress, James F., R. Gaare Bernheim, R. J. Bonnie, and A. L. Melnick. "Introduction: A Framework For Public Health Ethics." Essentials Of Public Health Ethics 1 (2015): 1-20. [31] Fleishman, J. L. (1981). The Disclosure Model and Its Limitations. Hastings Center Report, 15-17. [32] Ibid. [33] Bick, R., Halsey, E., & Ekenga, C. C. (2018). The Global Environmental Injustice of Fast Fashion. Environmental Health, 17(1), 1-4. [34] Anguelov, N. (2015). The Dirty Side of The Garment Industry: Fast Fashion and Its Negative Impact on Environment and Society. CRC Press. [35] Wicker, A. Fast Fashion Is Creating an Environmental Crisis. Newsweek. September 1, 2016; Available from: https://www.newsweek.com/2016/09/ 09/old-clothes-fashion-waste-crisis-494824.html. Accessed 13 Aug 2021 [36] Alabi, O. A., Ologbonjaye, K. I., Awosolu, O., & Alalade, O. E. (2019). 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IntroductionThis article is about the transformation of coffee, from having no place in the everyday lives of the people of Bangladesh, to a new position as a harbinger of liberal values and Western culture. The context is a group of Australian photojournalism students who embarked on a month-long residency in Bangladesh; the content is a Nescafé advertisement encouraging the young, middle-class Bangladesh audience to consume coffee, in a marketing campaign that promotes “my first cup.” For the Australian students, the marketing positioning of this advertising campaign transformed instant coffee into a strange and unfamiliar commodity. At the same time, the historic association between Bangladesh and tea prompted one of the photographers to undertake her own journey to explore the hidden side of that other Western staple. This paper explores the tradition of tea culture in Bangladesh and the marketing campaign for instant coffee within this culture, combining the authors’ experiences and perspectives. The outline of the Photomedia unit in the Bachelor of Creative Industries degree that the students were working towards at Edith Cowan University (ECU) in Australia states that:students will engage with practices, issues and practicalities of working as a photojournalist in an international, cross cultural context. Students will work in collaboration with students of Pathshala: South Asian Institute of Photography, Dhaka Bangladesh in the research, production and presentation of stories related to Bangladeshi society and culture for distribution to international audiences (ECU). The sixteen students from Perth, living and working in Bangladesh between 5 January and 7 February 2012, exhibited a diverse range of cultures, contexts, and motivations. Young Australians, along with a number of ECU’s international students, including some from Norway, China and Sweden, were required to learn first-hand about life in Bangladesh, one of the world’s poorest and most densely populated countries. Danielle Fusco and ECU lecturer Duncan Barnes collaborated with staff and students of Pathshala, South Asian Media Institute (Pathshala). Their recollections and observations on tea production and the location are central to this article but it is the questions asked by the group about the marketing of instant coffee into this culture that provides its tensions. Fusco completed a week-long induction and then travelled in Bangladesh for a fortnight to research and photograph individual stories on rural and urban life. Barnes here sets the scene for the project, describing the expectations and what actually happened: When we travel to countries that are vastly different to our own it is often to seek out that difference; to go in search of the romanticised ideals that have been portrayed as paradise in films, books and photographs. “The West” has long been fascinated with “The East” (Said) and for the past half century, since the hippie treks to Marrakesh and Afghanistan, people have journeyed overland to the Indian sub-continent, both from Europe and from Australia, yearning for a cultural experience they cannot find at home. Living in Perth, Western Australia, sometimes called the most isolated capital city in the world, that pull to something “different” is like a magnet. Upon arrival in Dhaka, you find yourself deliciously overwhelmed by the heavy traffic, the crowded markets, the spicy foods and the milky lassie drinks. It only takes a few stomach upsets to make your Western appetite start kicking in and you begin craving things you have at home but that are hard to find in Bangladesh. Take coffee for example. I recently completed a month-long visit to Bangladesh, which, like India, is a nation of tea drinkers. Getting any kind of good coffee requires that you be in what expatriates call “the Golden Triangle” of Dhaka city—within the area contained by Gulshan-Banani-Baridhara. Here you find the embassies and a sizeable expatriate community that constitutes a Western bubble unrepresentative of Bangladesh beyond these districts. Coffee World is an example of a Western-style café chain that, as the name suggests, serves coffee beverages. It has trouble making a quality flat white. The baristas are poorly trained, the service is painfully slow, yet the prices are comparable to those in the West. Even with these disadvantages, it is frequented by Westerners who also make use of the free WiFi. In contrast, tea is available at every road junction for around 5 cents Australian. It’s ready in seconds: the kettle is always hot due to a constant turnover of local customers. It was the history of tea growing in Bangladesh, and a desire to know more about a commodity that people in the West take for granted, that most attracted Fusco’s interest. She chose to focus on Bangladesh’s oldest commercial tea garden (plantation) Sylhet, which has been in production since 1857 (Tea Board). As is the case with many tea farms in the Indian sub-continent, the workers at Sylhet are part of Bangladesh’s Hindu minority. Fusco left Dhaka and travelled into the rural areas to investigate tea production: Venturing into these estates from the city is like entering an entirely different world. They are isolated places, and although they are close in distance, they are completely separate from the main city. Spending time in the Khadim tea estate amongst the plantations and the workers’ compounds made me very aware of the strong relationship that exists between them. The Hindu teaching of Samsara refers to the continuous cycle of repeated birth, life, death and rebirth [Hinduism], which became a metaphor for me, for this relationship I was experiencing. It is clear that neither farm [where the tea is grown] nor village [which houses the people] could live without each other. The success and maintenance of the tea farm relies on the workers just as much as the workers rely on the tea gardens for their livelihood and sustenance. Their life cycles are intertwined and in synch. There are many problems in the compounds. The people are extremely poor. Their education opportunities are limited, and they work incredibly hard for very little money for their entire lives. They are bound to stay and work here and as those generations before them, were born, worked and died here, living their whole lives in the community of the tea farm. By documenting the lives of the people, I realised I was documenting the process of the lives of the tea trees at the same time. This is how I met Lolita.Figure 1. Bangladeshi tea worker, Lolita, stands in a small section of the Khadim tea plantation in the early morning. Sylhet, Bangladesh (Danielle Fusco, Jan. 2012). This woman emulated everything I was seeing and feeling about the village and the garden. She spoke about the reliance on the trees, especially because of the money and, therefore, the food, they provide for her and her husband. I became aware of the injustice of this system because the workers are paid so little while this industry is booming. It was obvious that life here is far from perfect, but as Lolita explains, they make do. She has worked on the tea estate for decades. As her husband is no longer working, she is the primary income earner. They are able, however, to live in relative comfort now their children have all married and left and it is just the two of them. Lolita describes that money lies within these trees. Money for her means that she can eat that day. Money for the managers means industrial success. Either way, whether it is in the eyes of the individual or the industry, tea always comes down to Taka [the currency of Bangladesh]. Marketing Coffee in a Culture of Tea and Betel Nut With such a strong culture of tea production and consumption and a coffee culture just existing on the fringe, a campaign by Nescafé to encourage Bangladeshi consumers to have “my first cup” of Nescafé instant coffee at the time of this study captured the imagination of the students. How effective can the marketing of Nescafé instant coffee be in a society that is historically a producer and consumer of tea, and which also still embraces the generations-old use of the betel nut as an everyday stimulant? Although it only employs some 150,000 (Islam et al.) in a nation of 150 million people, tea makes an important contribution to the Bangladesh economy. Shortly after the 1971 civil war, in which East Pakistan (now Bangladesh) became independent from West Pakistan (now Pakistan), the then-Chairman of the Bangladesh Tea Board, writing in World Development, commented:In the highly competitive marketing environment of today it is extremely necessary for the tea industry of Bangladesh to increase production by raising the per acre yield, improve quality by adoption of finer plucking standards and modernization of factories and reduce per unit cost of production so as to be able to sell more of our teas to foreign markets and thereby earn higher amounts of much needed foreign exchange for the country as well as generate additional resources within the industry for ploughing back for further development (Ali 55). In Bangladesh, tea is a cash crop that, even in the 1970s following vicious conflicts, is more than capable of meeting local demand and producing an export dividend. Coffee is imported commodity that, historically, has had little place in Bangladeshi life or culture. However important tea is, it is not the traditional Bangladesh stimulant. Instead, over the years, when people in the West would have had a cup of tea or coffee and/or a cigarette, most Bangladeshis have turned to the betel nut. A 2005 study of 100 citizens from Araihazar, Bangladesh, conducted by researchers from Columbia University, found that coffee consumption is “very low in this population” (Hafeman et al. 567). The purpose of the study was to assess the impact of betel quids (the wad of masticated nut) and the chewing of betel nuts, upon tremor. For this reason, it was important to record the consumption of stimulants in the 98 participants who progressed to the next stage of the study and took a freehand spiral-drawing test. While “26 (27%) participants had chewed betel quids, 23 (23%) had smoked one or more cigarettes, [and] 14 (14%) drank tea; on that day, only 1 (1%) drank caffeinated soda, and none (0%) drank coffee” (Hafeman et al. 568). Given its addictive and carcinogenic properties (Sharma), the people who chewed betel quids were more likely to exhibit tremor in their spiral drawings than the people who did not. As this (albeit small) study suggests, the preferred Bangladeshi stimulant is more likely to be betel or tobacco rather than a beverage. Insofar as hot drinks are consumed, Bangladesh citizens drink tea. This poses a significant challenge for multinational advertisers who seek to promote the consumption of instant coffee as a means of growing the global market for Nescafé. Marketing Nescafé to Bangladesh In Dhaka, in January 2012, the television campaign slogan for Nescafé is “My first cup”, with the tagline, “Time you started.” This Nescafé television commercial (NTC) impressed itself upon the Australian visitors, both in terms of its frequency of broadcast and in its referencing of Western culture and values. (The advertisement can be viewed at http://www.youtube.com/watch?v=2E8mFX43oAM). The NTC’s three stars, Vir Das, Purab Kohli, and leading Bollywood actress Deepika Padukone, are highly-recognisable to young Bangladeshi audiences and the storyline is part of a developing series of advertisements which together form a mini-soap opera, like that used so successfully to advertise the Nescafé Gold Blend brand of instant coffee in the West in the 1980s to 1990s (O’Donohoe 242; Beale). The action takes place in Kohli’s affluent, Western-style apartment. The drama starts with Das challenging Kohli regarding whether he has successfully developed a relationship with his attractive neighbour, Padukone. Using a combination of local language with English words and sub-titles, the first sequence is captioned: “Any progress with Deepika, or are you still mixing coffee?” Suggesting incredulity, and that he could do better, Das asks Kohli, according to the next subtitle, “What are you doing dude?” The use of the word “dude” clearly refers to American youth culture, familiar in such movies as Dude, where’s my car? This is underlined by the immediate transition to the English words of “bikes … biceps … chest … explosion.” Of these four words only “chest” is pronounced in the local tongue, although all four words are included as captions in English. Kohli appears less and less impressed as Das becomes increasingly insistent, with Das going on to express frustration with Kohli through the exclamation “u don’t even have a plan.” The use of the text-speak English “u” here can be constructed as another way of persuading young Bangladeshi viewers that this advertisement is directed at them: the “u” in place of “you” is likely to annoy their English-speaking elders. Das continues speaking in his mother tongue, with the subtitle “Deepika padukone [sic] is your neighbour and you are only drinking coffee,” with the subsequent subtitle emphasising: “Deepika and only coffee.” At this point, Padukone enters the apartment through the open door without knocking and confidently says “Hi.” Kohli explains the situation by responding (in English, and subtitled) “my school friend, Das”. Padukone, in turn, responds in a friendly way to both men (in English, and subtitled) “You guys want to have coffee?” Instead of responding directly to this invitation, Das models to Kohli what it is to take the initiative in this situation: what it is to have a plan. “Hello” (he says, in English and subtitled) “I don’t have coffee but I have a plan. You and me, my bike, right now, hit the town, party!” Kohli looks down at the floor, embarrassed, while Padukone looks quizzically at him over Das’s shoulder. Kohli smiles, and points to himself and Padukone, clearly excluding Das: “I will have coffee” (in English, and subtitle). “Better plan”, exclaims Padukone, “You and me, my place, right now, coffee.” She looks challengingly at Das: “Right?,” a statement rather than a request, and exits, with Kohli following and Das left behind in the apartment. Cue voice-over (not a subtitle, but in-screen speech bubble) “[It’s] time you started” (spoken) “the new Nescafé” (shot change) “My first cup” (with an in-screen price promotion). This commercial associates coffee drinking with Western values of social and personal autonomy. For young women in the traditional Muslim culture of Bangladesh, it suggests a world in which they are at liberty to spend time with the suitors they choose, ignoring those whom they find pushy or inappropriate, and free to invite a man back to “my place, right now” for coffee. The scene setting in this advertisement and the use of English in both the spoken and written text suggests its target is the educated middle class, and indicates that sophisticated, affluent, trend-setters drink coffee as a part of getting to know their neighbours. In line with this, the still which ends the commercial promotes the Facebook page “Know your neighbours.” The flirtatious nature of the actors in the advertisement, the emphasis on each of the male characters spending time alone with the female character, and the female character having both power and choice in this situation is likely to be highly unacceptable to traditional Bangladeshi parental values and, therefore, proportionately more exciting to the target audience. The underlying suggestion of “my first cup” and “time you started” is that the social consumption of that first cup of coffee is the “first step” to becoming more Western. The statement also has overtones of sexual initiation. The advertisement aligns itself with the world portrayed in the Western media consumed in Bangladesh, and the implication is that—even if Western liberal values are not currently a possible choice for all—it is at least feasible to start on the journey towards these values through drinking that first cup of coffee. Unbeknownst to the Bangladesh audience, this Nescafé marketing strategy echoes, in almost all material particulars, the same approach that was so successful in persuading Australians to embrace instant coffee. Khamis, in her essay on Australia and the convenience of instant coffee, argues that, while in 1928 Australia had the highest per capita consumption of tea in the world, this had begun to change by the 1950s. The transformation in the market positioning of coffee was partly achieved through an association between tea and old-fashioned ‘Britishness’ and coffee and the United States: this discovery [of coffee] spoke to changes in Australia’s lifestyle options: the tea habit was tied to Australia’s development as a far-flung colonial outpost, a daily reminder that many still looked to London as the nation’s cultural capital: the growing appeal of instant coffee reflected a widening and more nuanced cultural palate. This was not just ‘another’ example of the United States postwar juggernaut; it marks the transitional phase in Australia’s history, as its cultural identity was informed less by the staid conservativism of Britain than the heady flux of New World glamour (219). Coffee was associated with the USA not simply through advertising but also through cultural exposure. By 1943, notes Khamis, there were 120,000 American service personnel stationed in Australia and she quotes Symons (168) as saying that “when an American got on a friendly footing with an Australian family he was usually found in the kitchen, teaching the Mrs how to make coffee, or washing the dishes” (168, cited in Khamis 220). The chances were that “the Mrs”—the Australian housewife—felt she needed the tuition: an Australian survey conducted by Gallup in March 1950 indicated that 55 per cent of respondents at that time had never tried coffee, while a further 24 per cent said they “seldom” consumed it (Walker and Roberts 133, cited in Khamis 222). In a newspaper article titled, “Overpaid, Oversexed and Over Here”, Munro describes the impact of exposure to the first American troops based in Australia during this time, with a then seven year old recalling: “They were foreign, quite a different culture from us. They spoke more loudly than us. They had strange accents, cute expressions, they were really very exotic.” The American troops caused consternation for Australian fathers and boyfriends. Dulcie Wood was 18 when she was dating an American serviceman: They had more money to spend (than Australian troops). They seemed to have plenty of supplies, they were always bringing you presents—stockings and cartons of cigarettes […] Their uniforms were better. They took you to more places. They were quite good dancers, some of them. They always brought you flowers. They were more polite to women. They charmed the mums because they were very polite. Some dads were a bit more sceptical of them. They weren’t sure if all that charm was genuine (quoted in Munro). Darian-Smith argues that, at that time, Australian understanding of Americans was based on Hollywood films, which led to an impression of American technological superiority and cultural sophistication (215-16, 232). “Against the American-style combination of smart advertising, consumerism, self-expression and popular democracy, the British class system and its buttoned-up royals appeared dull and dour” writes Khamis (226, citing Grant 15)—almost as dull and dour as 1950s tea compared with the postwar sophistication of Nescafé instant coffee. Conclusion The approach Nestlé is using in Bangladesh to market instant coffee is tried and tested: coffee is associated with the new, radical cultural influence while tea and other traditional stimulants are relegated to the choice of an older, more staid generation. Younger consumers are targeted with a romantic story about the love of coffee, reflected in a mini-soap opera about two people becoming a couple over a cup of Nescafé. Hopefully, the Pathshala-Edith Cowan University collaboration is at least as strong. Some of the overseas visitors return to Bangladesh on a regular basis—the student presentations in 2012 were, for instance, attended by two visiting graduates from the 2008 program who were working in Bangladesh. For the Australian participants, the association with Pathshala, South Asian Media Institute, and Drik Photo Agency brings recognition, credibility and opportunity. It also offers a totally new perspective on what to order in the coffee queue once they are home again in Australia. Postscript The final week of the residency in Bangladesh was taken up with presentations and a public exhibition of the students’ work at Drik Picture Agency, Dhaka, 3–7 February 2012. Danielle Fusco’s photographs can be accessed at: http://public-files.apps.ecu.edu.au/SCA_Marketing/coffee/coffee.html References Ali, M. “Commodity Round-up: Problems and Prospects of Bangladesh Tea”, World Development 1.1–2 (1973): 55. Beale, Claire. “Should the Gold Blend Couple Get Back Together?” The Independent 29 Apr 2010. 8 Apr. 2012 ‹http://www.independent.co.uk/news/media/advertising/should-the-gold-blend-couple-get-back-together-1957196.html›. Darian-Smith, Kate. On the Home Front: Melbourne in Wartime 1939-1945. 2nd ed. Melbourne: Melbourne UP, 2009. Dude, Where’s My Car? Dir. Danny Leiner. Twentieth Century Fox, 2000. Edith Cowan University (ECU). “Photomedia Summer School Bangladesh 2012.” 1 May 2012 .Grant, Bruce. The Australian Dilemma: A New Kind of Western Society. Sydney: Macdonald Futura, 1983. Hafeman, D., H. Ashan, T. Islam, and E. Louis. “Betel-quid: Its Tremor-producing Effects in Residents of Araihazar, Bangladesh.” Movement Disorders 21.4 (2006): 567-71. Hinduism. “Reincarnation and Samsara.” Heart of Hinduism. 8 Apr. 2012 ‹http://hinduism.iskcon.org/concepts/102.htm›. Islam, G., M. Iqbal, K. Quddus, and M. Ali. “Present Status and Future Needs of Tea Industry in Bangladesh (Review).” Proceedings of the Pakistan Academy of Science. 42.4 (2005): 305-14. 8 Apr. 2012 ‹http://www.paspk.org/downloads/proc42-4/42-4-p305-314.pdf›. Khamis, Susie. “It Only Takes a Jiffy to Make: Nestlé, Australia and the Convenience of Instant Coffee.” Food, Culture & Society 12.2 (2009): 217-33. Munro, Ian. “Overpaid, Oversexed and Over Here.” The Age 27 Feb. 2002. 8 Apr. 2012 ‹http://www.theage.com.au/articles/2002/02/26/1014704950716.html›. O’Donohoe, Stephanie. “Raiding the Postmodern Pantry: Advertising Intertextuality and the Young Adult Audience.” European Journal of Marketing 31.3/4 (1997): 234-53 Pathshala. Pathshala, South Asian Media Academy. 8 Apr. 2012 ‹http://www.pathshala.net/controller.php›. Said, Edward. Orientalism. New York: Pantheon Books, 1978. Sharma, Dinesh. “Betel Quid and Areca Nut are Carcinogenic without Tobacco.” The Lancet Oncology 4.10 (2003): 587. 8 Apr. 2012 ‹http://www.lancet.com/journals/lanonc/article/PIIS1470-2045(03)01229-4/fulltext›. Symons, Michael. One Continuous Picnic: A History of Eating in Australia. Ringwood, Vic: Penguin, 1984. Tea Board. “History of Bangladesh Tea Industry.” Bangladesh Tea Board. 8 Apr. 2012 ‹http://www.teaboard.gov.bd/index.php?option=HistoryTeaIndustry›. Walker, Robin and Dave Roberts. From Scarcity to Surfeit: A History of Food and Nutrition in New South Wales. Sydney: NSW UP, 1988.

My thesis is that new media, starting with analog broadcast and going through digital convergence, blur the line between work time and free time. The technology that we are adopting has transformed free time into potential and actual labour time. At the dawn of the modern age, work shifted from tasked time to measured time. Previously, tasked time intermingled work and leisure according to the vagaries of nature. All this was banished when industrial capitalism instituted the work clock (Mumford 12-8). But now, many have noticed how post-industrial capitalism features a new intermingling captured in such expressions as "24/7" and "multi-tasking." Yet, we are only beginning to understand that media are driving a return to the pre-modern where the hour and the space are both ambiguous, available for either work or leisure. This may be the unfortunate side effect of the much vaunted "interactivity." Do you remember the old American TV show Dobie Gillis (1959-63) which featured the character Maynard G. Krebs? He always shuddered at the mention of the four-letter word "work." Now, American television shows makes it a point that everyone works (even if just barely). Seinfeld was a bold exception in featuring the work-free Kramer; a deliberate homage to the 1940s team of Abbott and Costello. Today, as welfare is turned into workfare, The New York Times scolds even the idle rich to adopt the work ethic (Yazigi). The Forms of Broadcast and Digital Media Are Driving the Merger of Work and Leisure More than the Content It is not just the content of television and other media that is undermining the leisured life; it is the social structure within which we use the media. Broadcast advertisements were the first mode/media combinations that began to recolonise free time for the new consumer economy. There had been a previous buildup in the volume and the ubiquity of advertising particularly in billboards and print. However, the attention of the reader to the printed commercial message could not be controlled and measured. Radio was the first to appropriate and measure its audience's time for the purposes of advertising. Nineteenth century media had promoted a middle class lifestyle based on spending money on home to create a refuge from work. Twentieth century broadcasting was now planting commercial messages within that refuge in the sacred moments of repose. Subsequent to broadcast, home video and cable facilitated flexible work by offering entertainment on a 24 hour basis. Finally, the computer, which juxtaposes image/sound/text within a single machine, offers the user the same proto-interactive blend of entertainment and commercial messages that broadcasting pioneered. It also fulfills the earlier promise of interactive TV by allowing us to work and to shop, in all parts of the day and night. We need to theorise this movement. The theory of media as work needs an institutional perspective. Therefore, I begin with Dallas Smythe's blindspot argument, which gave scholarly gravitas to the structural relationship of work and media (263-299). Horkheimer and Adorno had already noticed that capitalism was extending work into free time (137). Dallas Smythe went on to dissect the precise means by which late capitalism was extending work. Smythe restates the Marxist definition of capitalist labour as that human activity which creates exchange value. Then he considered the advertising industry, which currently approaches200 billion in the USA and realised that a great deal of exchange value has been created. The audience is one element of the labour that creates this exchange value. The appropriation of people's time creates advertising value. The time we spend listening to commercials on radio or viewing them on TV can be measured and is the unit of production for the value of advertising. Our viewing time ipso facto has been changed into work time. We may not experience it subjectively as work time although pundits such as Marie Winn and Jerry Mander suggest that TV viewing contributes to the same physical stresses as actual work. Nonetheless, Smythe sees commercial broadcasting as expanding the realm of capitalism into time that was otherwise set aside for private uses. Smythe's essay created a certain degree of excitement among political economists of media. Sut Jhally used Smythe to explain aspects of US broadcast history such as the innovations of William Paley in creating the CBS network (Jhally 70-9). In 1927, as Paley contemplated winning market share from his rival NBC, he realised that selling audience time was far more profitable than selling programs. Therefore, he paid affiliated stations to air his network's programs while NBC was still charging them for the privilege. It was more lucrative to Paley to turn around and sell the stations' guaranteed time to advertisers, than to collect direct payments for supplying programs. NBC switched to his business model within a year. Smythe/Jhally's model explains the superiority of Paley's model and is a historical proof of Smythe's thesis. Nonetheless, many economists and media theorists have responded with a "so what?" to Smythe's thesis that watching TV as work. Everyone knows that the basis of network television is the sale of "eyeballs" to the advertisers. However, Smythe's thesis remains suggestive. Perhaps he arrived at it after working at the U.S. Federal Communications Commission from 1943 to 1948 (Smythe 2). He was part of a team that made one last futile attempt to force radio to embrace public interest programming. This effort failed because the tide of consumerism was too strong. Radio and television were the leading edge of recapturing the home for work, setting the stage for the Internet and a postmodern replication of the cottage industries of pre and proto-industrial worlds. The consequences have been immense. The Depression and the crisis of over-production Cultural studies recognises that social values have shifted from production to consumption (Lash and Urry). The shift has a crystallising moment in the Great Depression of 1929 through 1940. One proposal at the time was to reduce individual work hours in order to create more jobs (see Hunnicut). This proposal of "share the work" was not adopted. From the point of view of the producer, sharing the work would make little difference to productivity. However, from the retailer's perspective each individual worker would accumulate less money to buy products. Overall sales would stagnate or decline. Prominent American economists at the time argued that sharing the work would mean sharing the unemployment. They warned the US government this was a fundamental threat to an economy based on consumption. Only a fully employed laborer could have enough money to buy down the national inventory. In 1932, N. A. Weston told the American Economic Association that: " ...[the labourers'] function in society as a consumer is of equal importance as the part he plays as a producer." (Weston 11). If the defeat of the share the work movement is the negative manifestation of consumerism, then the invasion by broadcast of our leisure time is its positive materialisation. We can trace this understanding by looking at Herbert Hoover. When he was the Secretary of Commerce in 1924 he warned station executives that: "I have never believed that it was possible to advertise through broadcasting without ruining the [radio] industry" (Radio's Big Issue). He had not recognised that broadcast advertising would be qualitatively more powerful for the economy than print advertising. By 1929, Hoover, now President Hoover, approved an economics committee recommendation in the traumatic year of 1929 that leisure time be made "consumable " (Committee on Recent Economic Changes xvi). His administration supported the growth of commercial radio because broadcasting was a new efficient answer to the economists' question of how to motivate consumption. Not so coincidentally network radio became a profitable industry during the great Depression. The economic power that pre-war radio hinted at flourished in the proliferation of post-war television. Advertisers switched their dollars from magazines to TV, causing the demise of such general interest magazines as Life, The Saturday Evening Postet al. Western Europe quickly followed the American broadcasting model. Great Britain was the first, allowing television to advertise the consumer revolution in 1955. Japan and many others started to permit advertising on television. During the era of television, the nature of work changed from manufacturing to servicing (Preston 148-9). Two working parents also became the norm as a greater percentage of the population took salaried employment, mostly women (International Labour Office). Many of the service jobs are to monitor the new global division of labour that allows industrialised nations to consume while emerging nations produce. (Chapter seven of Preston is the most current discussion of the shift of jobs within information economies and between industrialised and emerging nations.) Flexible Time/ Flexible Media Film and television has responded by depicting these shifts. The Mary Tyler Moore Show debuted in September of 1970 (see http://www.transparencynow.com/mary.htm). In this show nurturing and emotional attachments were centered in the work place, not in an actual biological family. It started a trend that continues to this day. However, media representations of the changing nature of work are merely symptomatic of the relationship between media and work. Broadcast advertising has a more causal relationship. As people worked more to buy more, they found that they wanted time-saving media. It is in this time period that the Internet started (1968), that the video cassette recorder was introduced (1975) and that the cable industry grew. Each of these ultimately enhanced the flexibility of work time. The VCR allowed time shifting programs. This is the media answer to the work concept of flexible time. The tired worker can now see her/his favourite TV show according to his/her own flex schedule (Wasser 2001). Cable programming, with its repeats and staggered starting times, also accommodates the new 24/7 work day. These machines, offering greater choice of programming and scheduling, are the first prototypes of interactivity. The Internet goes further in expanding flexible time by adding actual shopping to the vicarious enjoyment of consumerist products on television. The Internet user continues to perform the labour of watching advertising and, in addition, now has the opportunity to do actual work tasks at any time of the day or night. The computer enters the home as an all-purpose machine. Its purchase is motivated by several simultaneous factors. The rhetoric often stresses the recreational and work aspects of the computer in the same breath (Reed 173, Friedrich 16-7). Games drove the early computer programmers to find more "user-friendly" interfaces in order to entice young consumers. Entertainment continues to be the main driving force behind visual and audio improvements. This has been true ever since the introduction of the Apple II, Radio Shack's TRS 80 and Atari 400 personal computers in the 1977-1978 time frame (see http://www.atari-history.com/computers/8bits/400.html). The current ubiquity of colour monitors, and the standard package of speakers with PC computers are strong indications that entertainment and leisure pursuits continue to drive the marketing of computers. However, once the computer is in place in the study or bedroom, its uses fully integrates the user with world of work in both the sense of consuming and creating value. This is a specific instance of what Philip Graham calls the analytical convergence of production, consumption and circulation in hypercapitalism. The streaming video and audio not only captures the action of the game, they lend sensual appeal to the banner advertising and the power point downloads from work. In one regard, the advent of Internet advertising is a regression to the pre-broadcast era. The passive web site ad runs the same risk of being ignored as does print advertising. The measure of a successful web ad is interactivity that most often necessitates a click through on the part of the viewer. Ads often show up on separate windows that necessitate a click from the viewer if only to close down the program. In the words of Bolter and Grusin, click-through advertising is a hypermediation of television. In other words, it makes apparent the transparent relationship television forged between work and leisure. We do not sit passively through Internet advertising, we click to either eliminate them or to go on and buy the advertised products. Just as broadcasting facilitated consumable leisure, new media combines consumable leisure with flexible portable work. The new media landscape has had consequences, although the price of consumable leisure took awhile to become visible. The average work week declined from 1945 to 1982. After that point in the US, it has been edging up, continuously (United States Bureau of Labor Statistics). There is some question whether the computer has improved productivity (Kim), there is little question that the computer is colonising leisure time for multi-tasking. In a population that goes online from home almost twice as much as those who go online from work, almost half use their online time for work based activities other than email. Undoubtedly, email activity would account for even more work time (Horrigan). On the other side of the blur between work and leisure, the Pew Institute estimates that fifty percent use work Internet time for personal pleasure ("Wired Workers"). Media theory has to reengage the problem that Horkheimer/Adorno/Smythe raised. The contemporary problem of leisure is not so much the lack of leisure, but its fractured, non-contemplative, unfulfilling nature. A media critique will demonstrate the contribution of the TV and the Internet to this erosion of free time. References Bolter, Jay David, and Richard Grusin. Remediation: Understanding New Media. Cambridge, MA: MIT Press, 2000. Committee on Recent Economic Changes. Recent Economic Changes. Vol. 1. New York: no publisher listed, 1929. Friedrich, Otto. "The Computer Moves In." Time 3 Jan. 1983: 14-24. Graham, Philip. Hypercapitalism: A Political Economy of Informational Idealism. In press for New Media and Society2.2 (2000). Horkheimer, Max, and Theodor W. Adorno. Dialectic of Enlightenment. New York: Continuum Publishing, 1944/1987. Horrigan, John B. "New Internet Users: What They Do Online, What They Don't and Implications for the 'Net's Future." Pew Internet and American Life Project. 25 Sep. 2000. 24 Oct. 2001 <http://www.pewinternet.org/reports/toc.asp?Report=22>. Hunnicutt, Benjamin Kline. Work without End: Abandoning Shorter Hours for the Right to Work. Philadelphia: Temple UP, 1988. International Labour Office. Economically Active Populations: Estimates and Projections 1950-2025. Geneva: ILO, 1995. Jhally, Sut. The Codes of Advertising. New York: St. Martin's Press, 1987. Kim, Jane. "Computers and the Digital Economy." Digital Economy 1999. 8 June 1999. October 24, 2001 <http://www.digitaleconomy.gov/powerpoint/triplett/index.htm>. Lash, Scott, and John Urry. Economies of Signs and Space. London: Sage Publications, 1994. Mander, Jerry. Four Arguments for the Elimination of Television. New York: Morrow Press, 1978. Mumford, Lewis. Technics and Civilization. New York: Harcourt Brace, 1934. Preston, Paschal. Reshaping Communication: Technology, Information and Social Change. London: Sage, 2001. "Radio's Big Issue Who Is to Pay the Artist?" The New York Times 18 May 1924: Section 8, 3. Reed, Lori. "Domesticating the Personal Computer." Critical Studies in Media Communication17 (2000): 159-85. Smythe, Dallas. Counterclockwise: Perspectives on Communication. Boulder, CO: Westview Press, 1993. United States Bureau of Labor Statistics. Unpublished Data from the Current Population Survey. 2001. Wasser, Frederick A. Veni, Vidi, Video: The Hollywood Empire and the VCR. Austin, TX: U of Texas P, 2001. Weston, N.A., T.N. Carver, J.P. Frey, E.H. Johnson, T.R. Snavely and F.D. Tyson. "Shorter Working Time and Unemployment." American Economic Review Supplement 22.1 (March 1932): 8-15. <http://links.jstor.org/sici?sici=0002-8282%28193203%2922%3C8%3ASWTAU%3E2.0.CO%3B2-3>. Winn, Marie. The Plug-in Drug. New York: Viking Press, 1977. "Wired Workers: Who They Are, What They're Doing Online." Pew Internet Life Report 3 Sep. 2000. 24 Oct. 2000 <http://www.pewinternet.org/reports/toc.asp?Report=20>. Yazigi, Monique P. "Shocking Visits to the Real World." The New York Times 21 Feb. 1990. Page unknown. Links http://www.pewinternet.org/reports/toc.asp?Report=20 http://www.pewinternet.org/reports/toc.asp?Report=22 http://www.atari-history.com/computers/8bits/400.html http://www.transparencynow.com/mary.htm http://www.digitaleconomy.gov/powerpoint/triplett/index.htm http://links.jstor.org/sici?sici=0002-8282%28193203%2922%3C8%3ASWTAU%3 E2.0.CO%3B2-3 Citation reference for this article MLA Style Wasser, Frederick. "Media Is Driving Work" M/C: A Journal of Media and Culture 4.5 (2001). [your date of access] < http://www.media-culture.org.au/0111/Wasser.xml >. Chicago Style Wasser, Frederick, "Media Is Driving Work" M/C: A Journal of Media and Culture 4, no. 5 (2001), < http://www.media-culture.org.au/0111/Wasser.xml > ([your date of access]). APA Style Wasser, Frederick. (2001) Media Is Driving Work. M/C: A Journal of Media and Culture 4(5). < http://www.media-culture.org.au/0111/Wasser.xml > ([your date of access]).

We'd eat at Cahill's, Cahill's Family Restaurants I believe they were called, and quite plushy looking ... . At Cahill's we'd eat Viennese Schnitzel, with potato salad and some nice red cabbage salad, sort of pickled ... . Even more exotic was Chicken Maryland, served with a banana and a slice of pineapple in batter. It cost 7s 6d. -- Marion Halligan (11) We migrated in the sixties. Born in Cape Town, I was raised in the heart of Jewish Bondi. The flavours of my youth? Probably equal parts peri-peri, horseradish and chicken booster, not bouquet garni. My introduction to what was 'Australian' food was had in restaurants. And yes, I remember Cahill's, though I can't tell you when exactly, or how much things cost. Mid-sixties. I knew, even then, that there were better restaurants, like the places Dad used to take us with checked tablecloths and bottles with candles dripping wax and fish nets everywhere. His favourites were Mother's Cellar and The Gap at Watson's Bay. I think it's still there. This was before they built Australia Square and Dad became obsessed with the Summit, and of course the Blue Angel, where we never doubted that the lobsters were live. Favourite dishes? I would only eat 'chicken in a basket' or spaghetti bolognaise; well, I was very young, and prone to tears. I can remember my father, losing patience and insisting, "you have a basket for the bread, just put the bloody chicken in it". I can't even remember what it was, probably the same Chicken Maryland Halligan mentions, or a cousin. Fried chicken with a battered pineapple ring and chips of course, sometimes magically grated to form a lattice. I know I enjoyed going out to eat but all meals held the prospect of tension. Visser says the tension arises from the prospect of ending up as a main course. In my case, a mere hors d'œuvre for my sarcastic oldest brother. I was the youngest and unsure how to get the best, the most, as much, or even what I wanted. I wouldn't order until I had read the whole menu, which took long enough even when it wasn't in French or Italian. The menu rarely helped me, rather it served to frustrate my entire family because they knew I was going to order spaghetti or chicken anyway, but that made no difference, the menu had to be read before ordering, and no amount of harassment could convince me otherwise. I love the thought of that child, and her passionate sense of propriety. On special occasions Dad would order Spumante and we would all have a glass, and I felt terribly sophisticated; fortunately the experience doesn't seem to have permanently damaged my palate. Spumante reminded Dad of Italy, the war, you know. Granny used to refer to this as "Henry's trip to Europe". My Dad loved the war, and I'm sure it's not all rosy nostalgia because it was the only time he got away from his family. He drove a truck and didn't have to kill anybody and all we ever heard about was the mud, the black market and the girls. So a glass of cheap, sweet fizzy brought it all back, every time, and who am I to scoff, when the merest whiff of retsina and I'm floating in the bath-flat Aegean under a hot blue sky with anybody called Jani? Cahill's, meanwhile, was in the city, in the days when you 'went to town'. Going to town was always a treat but it depended largely on with whom and why. With Mum it meant serious shopping, and though there was the promise of lunch at David Jones Cafeteria, was it worth the endless hours of torture trying on shoes that were too small and school uniforms which were too big, but of course I would grow into them? And how could a pie with sauce in a plastic packet have been a treat? Going to town with Nana was a different story. It was with some expectation that we would descend into the air-conditioned red-walled cavern that was Cahill's. What I remember about Cahill's was the occasion, and the fish and chips. Nana spent her childhood in a Dickensian orphanage and her adulthood in the North of England, waiting for my grandfather to pick a winner, so I imagine that she felt comfortable with what she knew. That she always ordered fish and chips is only strange because Nana was famous for her fish and chips, perhaps she liked to compare. And I really shouldn't find it odd when I find it difficult to order anything other than fritto misto; in two generations we've progressed to "trefe"1 but not past the deep fryer. So I'm sure that I ordered fish and chips too, or perhaps I ate some of hers, because that was the only thing to do, otherwise she would eat one piece, then look around before coughing theatrically into a serviette which she would then drop, casually, over the other piece and put it in her bag. It was absolutely awful, and we grandchildren loved it when she did that. The other thing I have to say about fish and chips is that we Jews like to eat fried fish cold, but then we don't batter the fish, just flour and egg. I suppose it forms a batter anyway but it doesn't separate from the fish, and we like a solid fish, say kingfish, while Australians seem to go for thinner fillets encased in oily batter. Cahill's did something in between. To follow, tea for Nana, while I always ate fruit salad and ice cream; this I also used to eat on our Saturday afternoon excursions to the 'Cross' which Nana said reminded her of Paris, because it was full of 'artists' like herself. So Nana would sip her tea while I ate my tinned fruit salad and we enjoyed each other and the world, and what a delight for a chatty little girl, the undivided attention of such a beloved adult. I do believe that I will never feel as grown up, ever again, as I did when I was a little girl, out for lunch with my Nana. So as you see I have a sentimental attachment to fish and chips. Their cooking and consumption have flavoured my childhood and possibly yours. The association of fish and chips with that Hanson woman2 is therefore particularly galling, and yet also pertinent. I've never believed that it's just a coincidence that she is purveyor of fish and chips; after all, fish and chips are emblematic of 'Englishness'. Hanson wants Australians to maintain their cultural identification with the mother country, she could hardly have achieved her profile were she the proprietor of a noodle shop. So as you see I have a sentimental attachment to fish and chips. Their cooking and consumption have flavoured my childhood and possibly yours. The association of fish and chips with that Hanson woman2 is therefore particularly galling, and yet also pertinent. I've never believed that it's just a coincidence that she is purveyor of fish and chips; after all, fish and chips are emblematic of 'Englishness'. Hanson wants Australians to maintain their cultural identification with the mother country, she could hardly have achieved her profile were she the proprietor of a noodle shop. Here lies the Great Divide and I fear that I may be part of the problem, not the solution. I am hoist on my hybrid petard, uncomfortably, because much as I dislike elitist Epicureanism I have seen that the reality of what we eat in this country is not always pretty. And all the best efforts of the proselytising 'foodie' media are falling on deaf or already converted ears. Back in the mother country, this battleground is already well trod: there remains something shamefaced about the acceptance of fish and chips as a component of 'Englishness' among the 'better classes' ... . This set of perceptions attaches fish and chips to potent patriotic images of land, countryside, industrial might ... and above all, the notion of Britain as a gallant seafaring notion whose little ships do battle with the elements and the foreign enemy to feed and protect the people. (Walton 2) I see Pauline, wrapped in the flag, battered hake in upraised hand ... and let's not forget that fish and chips were one of our first fast foods, at a time when there was little respite for women, often providing the only hot meal of the day, particularly for workers. Of course the practice was seen to be harmful by health care professionals. The consumption of food prepared outside the home was read as poor mothering, a breakdown in the process of policing of 'proper' families and of course no-one is sure just what sort of mother Pauline is. She appears to be estranged from her older children, a case of one Chiko Roll too many? The irony of fish and chips and Englishness is that, according to Walton, fish and chips also symbolise cultural diversity: viewed in other moods and seen from other angles, of course, the image and associations of fish and chips could be very different. They expressed ethnic diversity as well as simplistic national solidarity, from the strong East End Jewish element in the early days of fish frying in London, through the strong Italian presence in the trade from the turn of the century, in urban Scotland and Ireland especially, to the growing importance of the Chinese and Greek Cypriots in the post-Second World War decades. (2) So fish and chips have played a significant role for a number of ethnic groups. They're ours, not hers. But I'm still troubled, I need to tell the gastronomic mafia that Pacific Rim cuisine won't be Oz food until a significant number of Australians are eating it, and I'm afraid "mainstream Australia, out there" is eating extremely boring food. Could it be that the resentment against Asians is because their food is just so much better? Footnotes 1. trefe: (yiddish) animals, seafood or insects considered impure, abomination, not to be eaten under any circumstances, notably pig and shellfish. 2. Pauline Hanson was elected to the Australian Federal Parliament as an independent candidate in 1996, and soon made her presence known with outspoken comments about Aborigines, (mainly Asian) migrants, and welfare recipients [ed.]. 3. Stephanie Alexander is a noted Australian food writer and restaurateur, and her A Shared Table is the latest of a plethora of Australian television series celebrating our gastronomic abundance. References Halligan,Marion. Eat My Words. Sydney: Collins/Angus and Robertson, 1990. Visser, Margaret. The Rituals of Dinner. New York: Grove/Weidenfeld, 1991. Walton, John K. Fish and Chips and the British Working Class: 1870-1940. Leicester: Leicester UP, 1992. Citation reference for this article MLA style: Felicity Newman. "'You Have a Basket for the Bread, Just Put the Bloody Chicken in It'." M/C: A Journal of Media and Culture 2.7 (1999). [your date of access] <http://www.uq.edu.au/mc/9910/basket.php>. Chicago style: Felicity Newman, "'You Have a Basket for the Bread, Just Put the Bloody Chicken in It'," M/C: A Journal of Media and Culture 2, no. 7 (1999), <http://www.uq.edu.au/mc/9910/basket.php> ([your date of access]). APA style: Felicity Newman. (1999) "You have a basket for the bread, just put the bloody chicken in it". M/C: A Journal of Media and Culture 2(7). <http://www.uq.edu.au/mc/9910/basket.php> ([your date of access]).

Introduction The academic area known as food studies—incorporating elements from disciplines including anthropology, folklore, history, sociology, gastronomy, and cultural studies as well as a range of multi-disciplinary approaches—asserts that cooking and eating practices are less a matter of nutrition (maintaining life by absorbing nutrients from food) and more a personal or group expression of various social and/or cultural actions, values or positions. The French philosopher, Michel de Certeau agrees, arguing, moreover, that there is an urgency to name and unpick (what he identifies as) the “minor” practices, the “multifarious and silent reserve of procedures” of everyday life. Such practices are of crucial importance to all of us, as although seemingly ordinary, and even banal, they have the ability to “organise” our lives (48). Within such a context, the following aims to consider the influence and significance of an important (although largely unstudied) professional figure in rural and regional economic life: the country food preparer variously known as the local chef or cook. Such an approach is obviously framed by the concept of “cultural economy”. This term recognises the convergence, and interdependence, of the spheres of the cultural and the economic (see Scott 335, for an influential discussion on how “the cultural geography of space and the economic geography of production are intertwined”). Utilising this concept in relation to chefs and cooks seeks to highlight how the ways these figures organise (to use de Certeau’s term) the social and cultural lives of those in their communities are embedded in economic practices and also how, in turn, their economic contributions are dependent upon social and cultural practices. This initial mapping of the influence and significance of the rural and regional chef in one rural and regional area, therefore, although necessarily different in approach and content, continues the application of such converged conceptualisations of the cultural and economic as Teema Tairu’s discussion of the social, recreational and spiritual importance of food preparation and consumption by the unemployed in Finland, Guy Redden’s exploration of how supermarket products reflect shared values, and a series of analyses of the cultural significance of individual food products, such as Richard White’s study of vegemite. While Australians, both urban and rural, currently enjoy access to an internationally renowned food culture, it is remarkable to consider that it has only been during the years following the Second World War that these sophisticated and now much emulated ways of eating and cooking have developed. It is, indeed, only during the last half century that Australian eating habits have shifted from largely Anglo-Saxon influenced foods and meals that were prepared and eaten in the home, to the consumption of a wider range of more international and sophisticated foods and meals that are, increasingly, prepared by others and eaten outside the consumer’s residence. While a range of commonly cited influences has prompted this relatively recent revolution in culinary practice—including post-war migration, increasing levels of prosperity, widespread international travel, and the forces of globalisation—some of this change owes a debt to a series of influential individual figures. These tastemakers have included food writers and celebrity chefs; with early exponents including Margaret Fulton, Graham Kerr and Charmaine Solomon (see Brien). The findings of this study suggests that many restaurant chefs, and other cooks, have similarly played, and continue to take, a key role in the lives of not only the, necessarily, limited numbers of individuals who dine in a particular eatery or the other chefs and/or cooks trained in that establishment (Ruhlman, Reach), but also the communities in which they work on a much broader scale. Considering Chefs In his groundbreaking study, A History of Cooks and Cooking, Australian food historian Michael Symons proposes that those who prepare food are worthy of serious consideration because “if ‘we are what we eat’, cooks have not just made our meals, but have also made us. They have shaped our social networks, our technologies, arts and religions” (xi). Writing that cooks “deserve to have their stories told often and well,” and that, moreover, there is a “need to invent ways to think about them, and to revise our views about ourselves in their light” (xi), Symons’s is a clarion call to investigate the role and influence of cooks. Charles-Allen Baker-Clark has explicitly begun to address this lacunae in his Profiles from the Kitchen: What Great Cooks Have Taught Us About Ourselves and Our Food (2006), positing not only how these figures have shaped our relationships with food and eating, but also how these relationships impact on identities, culture and a range of social issues including those of social justice, spirituality and environmental sustainability. With the growing public interest in celebrities, it is perhaps not surprising that, while such research on chefs and/or cooks is still in its infancy, most of the existing detailed studies on individuals focus on famed international figures such as Marie-Antoine Carême (Bernier; Kelly), Escoffier (James; Rachleff; Sanger), and Alexis Soyer (Brandon; Morris; Ray). Despite an increasing number of tabloid “tell-all” surveys of contemporary celebrity chefs, which are largely based on mass media sources and which display little concern for historical or biographical accuracy (Bowyer; Hildred and Ewbank; Simpson; Smith), there have been to date only a handful of “serious” researched biographies of contemporary international chefs such as Julia Child, Alice Waters (Reardon; Riley), and Bernard Loiseux (Chelminski)—the last perhaps precipitated by an increased interest in this chef following his suicide after his restaurant lost one of its Michelin stars. Despite a handful of collective biographical studies of Australian chefs from the later-1980s on (Jenkins; O’Donnell and Knox; Brien), there are even fewer sustained biographical studies of Australian chefs or cooks (Clifford-Smith’s 2004 study of “the supermarket chef,” Bernard King, is a notable exception). Throughout such investigations, as well as in other popular food writing in magazines and cookbooks, there is some recognition that influential chefs and cooks have worked, and continue to work, outside such renowned urban culinary centres as Paris, London, New York, and Sydney. The Michelin starred restaurants of rural France, the so-called “gastropubs” of rural Britain and the advent of the “star-chef”-led country bed and breakfast establishment in Australia and New Zealand, together with the proliferation of farmer’s markets and a public desire to consume locally sourced, and ecologically sustainable, produce (Nabhan), has focused fresh attention on what could be called “the rural/regional chef”. However, despite the above, little attention has focused on the Australian non-urban chef/cook outside of the pages of a small number of key food writing magazines such as Australian Gourmet Traveller and Vogue Entertaining + Travel. Setting the Scene with an Australian Country Example: Armidale and Guyra In 2004, the Armidale-Dumaresq Council (of the New England region, New South Wales, Australia) adopted the slogan “Foodies thrive in Armidale” to market its main city for the next three years. With a population of some 20,000, Armidale’s main industry (in economic terms) is actually education and related services, but the latest Tourist Information Centre’s Dining Out in Armidale (c. 2006) brochure lists some 25 restaurants, 9 bistros and brasseries, 19 cafés and 5 fast food outlets featuring Australian, French, Italian, Mediterranean, Chinese, Thai, Indian and “international” cuisines. The local Yellow Pages telephone listings swell the estimation of the total number of food-providing businesses in the city to 60. Alongside the range of cuisines cited above, a large number of these eateries foreground the use of fresh, local foods with such phrases as “local and regional produce,” “fresh locally grown produce,” “the finest New England ingredients” and locally sourced “New England steaks, lamb and fresh seafood” repeatedly utilised in advertising and other promotional material. Some thirty kilometres to the north along the New England highway, the country town of Guyra, proclaimed a town in 1885, is the administrative and retail centre for a shire of some 2,200 people. Situated at 1,325 metres above sea level, the town is one of the highest in Australia with its main industries those of fine wool and lamb, beef cattle, potatoes and tomatoes. Until 1996, Guyra had been home to a large regional abattoir that employed some 400 staff at the height of its productivity, but rationalisation of the meat processing industry closed the facility, together with its associated pet food processor, causing a downturn in employment, local retail business, and real estate values. Since 2004, Guyra’s economy has, however, begun to recover after the town was identified by the Costa Group as the perfect site for glasshouse grown tomatoes. Perfect, due to its rare combination of cool summers (with an average of less than two days per year with temperatures over 30 degrees celsius), high winter light levels and proximity to transport routes. The result: 3.3 million kilograms of truss, vine harvested, hydroponic “Top of the Range” tomatoes currently produced per annum, all year round, in Guyra’s 5-hectare glasshouse: Australia’s largest, opened in December 2005. What residents (of whom I am one) call the “tomato-led recovery” has generated some 60 new local jobs directly related to the business, and significant flow on effects in terms of the demand for local services and retail business. This has led to substantial rates of renovation and building of new residential and retail properties, and a noticeably higher level of trade flowing into the town. Guyra’s main street retail sector is currently burgeoning and stories of its renewal have appeared in the national press. Unlike many similar sized inland towns, there are only a handful of empty shops (and most of these are in the process of being renovated), and new commercial premises have recently been constructed and opened for business. Although a small town, even in Australian country town terms, Guyra now has 10 restaurants, hotel bistros and cafés. A number of these feature local foods, with one pub’s bistro regularly featuring the trout that is farmed just kilometres away. Assessing the Contribution of Local Chefs and Cooks In mid-2007, a pilot survey to begin to explore the contribution of the regional chef in these two close, but quite distinct, rural and regional areas was sent to the chefs/cooks of the 70 food-serving businesses in Armidale and Guyra that I could identify. Taking into account the 6 returns that revealed a business had closed, moved or changed its name, the 42 replies received represented a response rate of 65.5per cent (or two thirds), representatively spread across the two towns. Answers indicated that the businesses comprised 18 restaurants, 13 cafés, 6 bistro/brasseries, 1 roadhouse, 1 takeaway/fast food and 3 bed and breakfast establishments. These businesses employed 394 staff, of whom 102 were chefs and/cooks, or 25.9 per cent of the total number of staff then employed by these establishments. In answer to a series of questions designed to ascertain the roles played by these chefs/cooks in their local communities, as well as more widely, I found a wide range of inputs. These chefs had, for instance, made a considerable contribution to their local economies in the area of fostering local jobs and a work culture: 40 (95 per cent) had worked with/for another local business including but not exclusively food businesses; 30 (71.4 per cent) had provided work experience opportunities for those aspiring to work in the culinary field; and 22 (more than half) had provided at least one apprenticeship position. A large number had brought outside expertise and knowledge with them to these local areas, with 29 (69 per cent) having worked in another food business outside Armidale or Guyra. In terms of community building and sustainability, 10 (or almost a quarter) had assisted or advised the local Council; 20 (or almost half) had worked with local school children in a food-related way; 28 (two thirds) had helped at least one charity or other local fundraising group. An extra 7 (bringing the cumulative total to 83.3 per cent) specifically mentioned that they had worked with/for the local gallery, museum and/or local history group. 23 (more than half) had been involved with and/or contributed to a local festival. The question of whether they had “contributed anything else important, helpful or interesting to the community” elicited the following responses: writing a food or wine column for the local paper (3 respondents), delivering TAFE teacher workshops (2 respondents), holding food demonstrations for Rotary and Lions Clubs and school fetes (5 respondents), informing the public about healthy food (3 respondents), educating the public about environmental issues (2 respondents) and working regularly with Meals on Wheels or a similar organisation (6 respondents, or 14.3 per cent). One respondent added his/her work as a volunteer driver for the local ambulance transport service, the only non-food related response to this question. Interestingly, in line with the activity of well-known celebrity chefs, in addition to the 3 chefs/cooks who had written a food or wine column for the local newspaper, 11 respondents (more than a quarter of the sample) had written or contributed to a cookbook or recipe collection. One of these chefs/cooks, moreover, reported that he/she produced a weblog that was “widely read”, and also contributed to international food-related weblogs and websites. In turn, the responses indicated that the (local) communities—including their governing bodies—also offer some support of these chefs and cooks. Many respondents reported they had been featured in, or interviewed and/or photographed for, a range of media. This media comprised the following: the local newspapers (22 respondents, 52.4 per cent), local radio stations (19 respondents, 45.2 per cent), regional television stations (11 respondents, 26.2 per cent) and local websites (8 respondents, 19 per cent). A number had also attracted other media exposure. This was in the local, regional area, especially through local Council publications (31 respondents, 75 per cent), as well as state-wide (2 respondents, 4.8 per cent) and nationally (6 respondents, 14.3 per cent). Two of these local chefs/cooks (or 4.8 per cent) had attracted international media coverage of their activities. It is clear from the above that, in the small area surveyed, rural and regional chefs/cooks make a considerable contribution to their local communities, with all the chefs/cooks who replied making some, and a number a major, contribution to those communities, well beyond the requirements of their paid positions in the field of food preparation and service. The responses tendered indicate that these chefs and cooks contributed regularly to local public events, institutions and charities (with a high rate of contribution to local festivals, school programs and local charitable activities), and were also making an input into public education programs, local cultural institutions, political and social debates of local importance, as well as the profitability of other local businesses. They were also actively supporting not only the future of the food industry as a whole, but also the viability of their local communities, by providing work experience opportunities and taking on local apprentices for training and mentorship. Much more than merely food providers, as a group, these chefs and cooks were, it appears, also operating as food historians, public intellectuals, teachers, activists and environmentalists. They were, moreover, operating as content producers for local media while, at the same time, acting as media producers and publishers. Conclusion The terms “chef” and “cook” can be diversely defined. All definitions, however, commonly involve a sense of professionalism in food preparation reflecting some specialist knowledge and skill in the culinary arts, as well as various levels of creativity, experience and responsibility. In terms of the specific duties that chefs and professional cooks undertake every day, almost all publications on the subject deal specifically with workplace related activities such as food and other supply ordering, staff management, menu planning and food preparation and serving. This is constant across culinary textbooks (see, for instance, Culinary Institute of America 2002) and more discursive narratives about the professional chef such as the bestselling autobiographical musings of Anthony Bourdain, and Michael Ruhlman’s journalistic/biographical investigations of US chefs (Soul; Reach). An alternative preliminary examination, and categorisation, of the roles these professionals play outside their kitchens reveals, however, a much wider range of community based activities and inputs than such texts suggest. It is without doubt that the chefs and cooks who responded to the survey discussed above have made, and are making, a considerable contribution to their local New England communities. It is also without doubt that these contributions are of considerable value, and valued by, those country communities. Further research will have to consider to what extent these contributions, and the significance and influence of these chefs and cooks in those communities are mirrored, or not, by other country (as well as urban) chefs and cooks, and their communities. Acknowledgements An earlier version of this paper was presented at the Engaging Histories: Australian Historical Association Regional Conference, at the University of New England, September 2007. I would like to thank the session’s participants for their insightful comments on that presentation. A sincere thank you, too, to the reviewers of this article, whose suggestions assisted my thinking on this piece. Research to complete this article was carried out whilst a Visiting Fellow with the Research School of Humanities, the Australian National University. References Armidale Tourist Information Centre. Dining Out in Armidale [brochure]. Armidale: Armidale-Dumaresq Council, c. 2006. Baker-Clark, C. A. Profiles from the Kitchen: What Great Cooks have Taught us about Ourselves and our Food. Lexington: UP of Kentucky, 2006. Bernier, G. Antoine Carême 1783-1833: La Sensualité Gourmande en Europe. Paris: Grasset, 1989. Bourdain, A. Kitchen Confidential: Adventures in the Culinary Underbelly. New York: Harper Perennial, 2001. Bowyer, A. Delia Smith: The Biography. London: André Deutsch, 1999. Brandon, R. The People’s Chef: Alexis Soyer, A Life in Seven Courses. Chichester: Wiley, 2005. Brien, D. L. “Australian Celebrity Chefs 1950-1980: A Preliminary Study.” Australian Folklore 21 (2006): 201–18. Chelminski, R. The Perfectionist: Life and Death In Haute Cuisine. New York: Gotham Books, 2005. Clifford-Smith, S. A Marvellous Party: The Life of Bernard King. Milson’s Point: Random House Australia, 2004. Culinary Institute of America. The Professional Chef. 7th ed. New York: Wiley, 2002. de Certeau, M. The Practice of Everyday Life. Berkeley: U of California P, 1988. Hildred, S., and T. Ewbank. Jamie Oliver: The Biography. London: Blake, 2001. Jenkins, S. 21 Great Chefs of Australia: The Coming of Age of Australian Cuisine. East Roseville: Simon and Schuster, 1991. Kelly, I. Cooking for Kings: The Life of Antoine Carême, The First Celebrity Chef. New York: Walker and Company, 2003. James, K. Escoffier: The King of Chefs. London and New York: Hambledon and London, 2002. Morris, H. Portrait of a Chef: The Life of Alexis Soyer, Sometime Chef to the Reform Club. Cambridge: Cambridge UP, 1938. Nabhan, G. P. Coming Home to Eat: The Pleasures and Politics of Local Foods. New York: W.W. Norton, 2002. O’Donnell, M., and T. Knox. Great Australian Chefs. Melbourne: Bookman Press, 1999. Rachleff, O. S. Escoffier: King of Chefs. New York: Broadway Play Pub., 1983. Ray, E. Alexis Soyer: Cook Extraordinary. Lewes: Southover, 1991. Reardon, J. M. F. K. Fisher, Julia Child, and Alice Waters: Celebrating the Pleasures of the Table. New York: Harmony Books, 1994. Redden, G. “Packaging the Gifts of Nation.” M/C: A Journal of Media and Culture 2.7 (1999) accessed 10 September 2008 http://www.uq.edu.au/mc/9910/gifts.php. Riley, N. Appetite For Life: The Biography of Julia Child. New York: Doubleday, 1977. Ruhlman, M. The Soul of a Chef. New York: Viking, 2001. Ruhlman, M. The Reach of a Chef. New York: Viking, 2006. Sanger, M. B. Escoffier: Master Chef. New York: Farrar Straus Giroux, 1976. Scott, A. J. “The Cultural Economy of Cities.” International Journal of Urban and Regional Research 212 (1997) 323–39. Simpson, N. Gordon Ramsay: The Biography. London: John Blake, 2006. Smith, G. Nigella Lawson: A Biography. London: Andre Deutsch, 2005. Symons, M. A History of Cooks and Cooking. Urbana and Chicago: U of Illinois P, 2004. Tairu, T. “Material Food, Spiritual Quest: When Pleasure Does Not Follow Purchase.” M/C: A Journal of Media and Culture 2.7 (1999) accessed 10 September 2008 http://www.uq.edu.au/mc/9910/pleasure.php. White, R. S. “Popular Culture as the Everyday: A Brief Cultural History of Vegemite.” Australian Popular Culture. Ed. I. Craven. Cambridge UP, 1994. 15–21.

Historians have often been compared with detectives; searching for clues as evidence of a mystery they are seeking to solve. I would prefer an association with food, making history like a trained cook who blends particular ingredients, some fresh, some traditional, using specific methods to create an object that is consumed. There are primary sources, fresh and raw ingredients that you often have to go to great lengths to procure, and secondary sources, prepared initially by someone else. The same recipe may yield different meals, the same meal may provoke different responses. On a continuum of approaches to history and food, there are those who approach both as a scientific endeavour and, at the other end of the spectrum, those who make history and food as art. Brought together, it is possible to see cookbooks as history in at least two important ways; they give meaning to the past by representing culinary heritage and they are in themselves sources of history as documents and blueprints for experiences that can be interpreted to represent the past. Many people read cookbooks and histories with no intention of preparing the meal or becoming a historian. I do a little of both. I enjoy reading history and cookbooks for pleasure but, as a historian, I also read them interchangeably; histories to understand cookbooks and cookbooks to find out more about the past. History and the past are different of course, despite their use in the English language. It is not possible to relive the past, we can only interpret it through the traces that remain. Even if a reader had an exact recipe and an antique stove, vegetables grown from heritage seeds in similar conditions, eggs and grains from the same region and employed the techniques his or her grandparents used, they could not replicate their experience of a meal. Undertaking those activities though would give a reader a sense of that experience. Active examination of the past is possible through the processes of research and writing, but it will always be an interpretation and not a reproduction of the past itself. Nevertheless, like other histories, cookbooks can convey a sense of what was important in a culture, and what contemporaries might draw on that can resonate a cultural past and make the food palatable. The way people eat relates to how they apply ideas and influences to the material resources and knowledge they have. Used in this way, cookbooks provide a rich and valuable way to look at the past. Histories, like cookbooks, are written in the present, inspired and conditioned by contemporary issues and attitudes and values. Major shifts in interpretation or new directions in historical studies have more often arisen from changes in political or theoretical preoccupations, generated by contemporary social events, rather than the recovery of new information. Likewise, the introduction of new ingredients or methods rely on contemporary acceptance, as well as familiarity. How particular versions of history and new recipes promote both the past and present is the concern of this paper. My focus below will be on the nineteenth century, although a much larger study would reveal the circumstances that separated that period from the changes that followed. Until the late nineteenth century Australians largely relied on cookbooks that were brought with them from England and on their own private recipe collection, and that influenced to a large extent the sort of food that they ate, although of course they had to improvise by supplementing with local ingredients. In the first book of recipes that was published in Australia, The English and Australian Cookery Book that appeared in 1864, Edward Abbott evoked the ‘roast beef of old England Oh’ (Bannerman, Dictionary). The use of such a potent symbol of English identity in the nineteenth century may seem inevitable, and colonists who could afford them tended to use their English cookbooks and the ingredients for many years, even after Abbott’s publication. New ingredients, however, were often adapted to fit in with familiar culinary expectations in the new setting. Abbott often drew on native and exotic ingredients to produce very familiar dishes that used English methods and principles: things like kangaroo stuffed with beef suet, breadcrumbs, parsley, shallots, marjoram, thyme, nutmeg, pepper, salt, cayenne, and egg. It was not until the 1890s that a much larger body of Australian cookbooks became available, but by this time the food supply was widely held to be secure and abundant and the cultivation of exotic foods in Australia like wheat and sheep and cattle had established a long and familiar food supply for English colonists. Abbott’s cookbook provides a record of the culinary heritage settlers brought with them to Australia and the contemporary circumstances they had to adapt to. Mrs Beeton’s Cookery Book and Household Guide is an example of the popularity of British cookbooks in Australia. Beeton’s Kangaroo Tail Curry was included in the Australian cooking section of her household management (2860). In terms of structure it is important for historians as one of the first times, because Beeton started writing in the 1860s, that ingredients were clearly distinguished from the method. This actually still presents considerable problems for publishers. There is debate about whether that should necessarily be the case, because it takes up so much space on the page. Kangaroo Tail CurryIngredients:1 tail2 oz. Butter1 tablespoon of flour1 tablespoon of curry2 onions sliced1 sour apple cut into dice1 desert spoon of lemon juice3/4 pint of stocksaltMethod:Wash, blanch and dry the tail thoroughly and divide it at the joints. Fry the tail in hot butter, take it up, put it in the sliced onions, and fry them for 3 or 4 minutes without browning. Sprinkle in the flour and curry powder, and cook gently for at least 20 minutes, stirring frequently. Add the stock, apple, salt to taste, bring to the boil, stirring meanwhile, and replace the tail in the stew pan. Cover closely, and cook gently until tender, then add the lemon juice and more seasoning if necessary. Arrange the pieces of tail on a hot dish, strain the sauce over, and serve with boiled rice.Time: 2-3 hoursSufficient for 1 large dish. Although the steps are not clearly distinguished from each other the method is more systematic than earlier recipes. Within the one sentence, however, there are still two or three different sorts of tasks. The recipe also requires to some extent a degree of discretion, knowledge and experience of cooking. Beeton suggests adding things to taste, cooking something until it is tender, so experience or knowledge is necessary to fulfil the recipe. The meal also takes between two and three hours, which would be quite prohibitive for a lot of contemporary cooks. New recipes, like those produced in Delicious have recipes that you can do in ten minutes or half an hour. Historically, that is a new development that reveals a lot about contemporary conditions. By 1900, Australian interest in native food had pretty much dissolved from the record of cookbooks, although this would remain a feature of books for the English public who did not need to distinguish themselves from Indigenous people. Mrs Beeton’s Cookery Book and Household Guide gave a selection of Australian recipes but they were primarily for the British public rather than the assumption that they were being cooked in Australia: kangaroo tail soup was cooked in the same way as ox tail soup; roast wallaby was compared to hare. The ingredients were wallaby, veal, milk and butter; and parrot pie was said to be not unlike one made of pigeons. The novelty value of such ingredients may have been of interest, rather than their practical use. However, they are all prepared in ways that would make them fairly familiar to European tastes. Introducing something new with the same sorts of ingredients could therefore proliferate the spread of other foods. The means by which ingredients were introduced to different regions reflects cultural exchanges, historical processes and the local environment. The adaptation of recipes to incorporate local ingredients likewise provides information about local traditions and contemporary conditions. Starting to see those ingredients as a two-way movement between looking at what might have been familiar to people and what might have been something that they had to do make do with because of what was necessarily available to them at that time tells us about their past as well as the times they are living in. Differences in the level of practical cooking knowledge also have a vital role to play in cookbook literature. Colin Bannerman has suggested that the shortage of domestic labour in Australia an important factor in supporting the growth of the cookbook industry in the late nineteenth century. The poor quality of Australian cooking was also an occasional theme in the press during the same time. The message was generally the same: bad food affected Australians’ physical, domestic, social and moral well-being and impeded progress towards civilisation and higher culture. The idea was really that Australians had to learn how to cook. Colin Bannerman (Acquired Tastes 19) explains the rise of domestic science in Australia as a product of growing interest in Australian cultural development and the curse of bad cookery, which encouraged support for teaching girls and women how to cook. Domestic Economy was integrated into the Victorian and New South Wales curriculum by the end of the nineteenth century. Australian women have faced constant criticism of their cooking skills but the decision to teach cooking shouldn’t necessarily be used to support that judgement. Placed in a broader framework is possible to see the support for a modern, scientific approach to food preparation as part of both the elevation of science and systematic knowledge in society more generally, and a transnational movement to raise the status of women’s role in society. It would also be misleading not to consider the transnational context. Australia’s first cookery teachers were from Britain. The domestic-science movement there can be traced to the congress on domestic economy held in Manchester in 1878, at roughly the same time as the movement was gaining strength in Australia. By the 1890s domestic economy was widely taught in both British and Australian schools, without British women facing the same denigration of their cooking skills. Other comparisons with Britain also resulted from Australia’s colonial heritage. People often commented on the quality of the ingredients in Australia and said they were more widely available than they were in England but much poorer in quality. Cookbooks emerged as a way of teaching people. Among the first to teach cookery skills was Mina Rawson, author of The Antipodean Cookery Book and the Kitchen Companion first published in 1885. The book was a compilation of her own recipes and remedies, and it organised and simplified food preparation for the ordinary housewife. But the book also included directions and guidance on things like household tasks and how to cure diseases. Cookbooks therefore were not completely distinct from other aspects of everyday life. They offered much more than culinary advice on how to cook a particular meal and can similarly be used by historians to comment on more than food. Mrs Rawson also knew that people had to make do. She included a lot of bush foods that you still do not get in a lot of Australian meals, ingredients that people could substitute for the English ones they were used to like pig weed. By the end of the nineteenth century cooking had become a recognised classroom subject, providing early training in domestic service, and textbooks teaching Australians how to cook also flourished. Measurements became much more uniform, the layout of cookbooks became more standardised and the procedure was clearly spelled out. This allowed companies to be able to sell their foods because it also meant that you could duplicate the recipes and they could potentially taste the same. It made cookbooks easier to use. The audience for these cookbooks were mostly young women directed to cooking as a way of encouraging social harmony. Cooking was elevated in lots of ways at this stage as a social responsibility. Cookbooks can also be seen as a representation of domestic life, and historically this prescribed the activities of men and women as being distinct The dominance of women in cookbooks in the nineteenth and early twentieth centuries attested to the strength of that idea of separate spheres. The consequences of this though has been debated by historians: whether having that particular kind of market and the identification that women were making with each other also provided a forum for women’s voices and so became quite significant in women’s politics at a later date. Cookbooks have been a strategic marketing device for products and appliances. By the beginning of the twentieth century food companies began to print recipes on their packets and to release their own cookbooks to promote their products. Davis Gelatine produced its first free booklet in 1904 and other companies followed suit (1937). The largest gelatine factory was in New South Wales and according to Davis: ‘It bathed in sunshine and freshened with the light breezes of Botany all year round.’ These were the first lavishly illustrated Australian cookbooks. Such books were an attempt to promote new foods and also to sell local foods, many of which were overproduced – such as milk, and dried fruits – which provides insights into the supply chain. Cookbooks in some ways reflected the changing tastes of the public, their ideas, what they were doing and their own lifestyle. But they also helped to promote some of those sorts of changes too. Explaining the reason for cooking, Isabella Beeton put forward an historical account of the shift towards increasing enjoyment of it. She wrote: "In the past, only to live has been the greatest object of mankind, but by and by comforts are multiplied and accumulating riches create new wants. The object then is to not only live but to live economically, agreeably, tastefully and well. Accordingly the art of cookery commences and although the fruits of the earth, the fowls of the air, the beasts of the field and the fish of the sea are still the only food of mankind, yet these are so prepared, improved and dressed by skill and ingenuity that they are the means of immeasurably extending the boundaries of human enjoyment. Everything that is edible and passes under the hands of cooks is more or less changed and assumes new forms, hence the influence of that functionary is immense upon the happiness of the household" (1249). Beeton anticipates a growing trend not just towards cooking and eating but an interest in what sustains cooking as a form of recreation. The history of cookbook publishing provides a glimpse into some of those things. The points that I have raised provide a means for historians to use cookbooks. Cookbooks can be considered in terms of what was eaten, by whom and how: who prepared the food, so to whom the books were actually directed? Clever books like Isabella Beeton’s were directed at both domestic servants and at wives, which gave them quite a big market. There are also changes in the inclusion of themes. Economy and frugality becomes quite significant, as do organisation and management at different times. Changes in the extent of detail, changes in authorship, whether it is women, men, doctors, health professionals, home economists and so on all reflect contemporary concerns. Many books had particular purposes as well, used to fund raise or promote a particular perspective, relate food reform and civic life which gives them a political agenda. Promotional literature produced by food and kitchen equipment companies were a form of advertising and quite significant to the history of cookbook publishing in Australia. Other themes include the influence of cookery school and home economics movements; advice on etiquette and entertaining; the influence of immigration and travel; the creation of culinary stars and authors of which we are all fairly familiar. Further themes include changes in ingredients, changes in advice about health and domestic medicine, and the impact of changes in social consciousness. It is necessary to place those changes in a more general historical context, but for a long time cookbooks have been ignored as a source of information in their own right about the period in which they were published and the kinds of social and political changes that we can see coming through. More than this active process of cooking with the books as well becomes a way of imagining the past in quite different ways than historians are often used to. Cookbooks are not just sources for historians, they are histories in themselves. The privileging of written and visual texts in postcolonial studies has meant other senses, taste and smell, are frequently neglected; and yet the cooking from historical cookbooks can provide an embodied, sensorial image of the past. From nineteenth century cookbooks it is possible to see that British foods were central to the colonial identity project in Australia, but the fact that “British” culinary culture was locally produced, challenges the idea of an “authentic” British cuisine which the colonies tried to replicate. By the time Abbot was advocating rabbit curry as an Australian family meal, back “at home” in England, it was not authentic Indian food but the British invention of curry power that was being incorporated into English cuisine culture. More than cooks, cookbook authors told a narrative that forged connections and disconnections with the past. They reflected the contemporary period and resonated with the culinary heritage of their readers. Cookbooks make history in multiple ways; by producing change, as the raw materials for making history and as historical narratives. References Abbott, Edward. The English and Australian Cookery Book: Cookery for the Many, as well as the Upper Ten Thousand. London: Sampson Low, Son & Marston, 1864. Bannerman, Colin. Acquired Tastes: Celebrating Australia’s Culinary History. Canberra: National Library of Australia, 1998. Bannerman, Colin. "Abbott, Edward (1801–1869)." Australian Dictionary of Biography. National Centre of Biography, Australian National University. 21 May 2013. . Beeton, Isabella. Mrs Beeton’s Book of Household Management. New Ed. London and Melbourne: Ward, Lock and Co. Ltd., n.d. (c. 1909). Davis Gelatine. Davis Dainty Dishes. Rev ed. Sydney: Davis Gelatine Organization, 1937. Rawson, Lance Mrs. The Antipodean Cookery Book and Kitchen Companion. Melbourne: George Robertson & Co., 1897.

Introduction‘Dream’ has been researched across numerous fields in its multiplicity within both a physical and emotional capacity. For Pagel et al., there is no fixed definition of what ‘dream’ is or are. However, in an advertising context, ’dream’ is the idealised version of our desires, re-visualised in real life (Coombes and Batchelor 103). It could be said that for countless consumers, advertising imagery has elicited dreams of living the perfect life and procuring material pleasures (Manca et al.; Hood). Goodis asserts, “advertising doesn’t always mirror how people are acting but how they are dreaming, in a sense what we are doing is wrapping up your emotions and selling them back to you” (qtd. in Back and Quaade 65). One component of this notion of ‘dream’ in advertising is captured by wishful images of the face and body in their ‘perfect form’ presented in a field of other beauty ideals. For our purposes, ‘dream’ is a “philosophical concept” (Pagel et al. 14) by which dreams are a series of aspirations and desires that consumers internalise, while at the same time, find difficult to achieve. ‘Dream’, then, will be used to critically explore how the beauty and advertising industries collectively employ ethnic ambiguity in addition to other tactics and strategies to sell us dream-like visions of idealised beauty. Forever Dreaming: The Introduction of Ethnic AmbiguityWe can link dreams to beauty as both areas of analysis contain many cultural interpretations and can be deconstructed to reveal different meanings (Sontag). In many ways, beauty is another dream and Sontag notes that the concept of beauty is often linked to certain physical traits that an individual possesses. These physical traits are capitalised upon by product marketing by which Hood claims, aims to enhance one, or even more, of them. For example, lipstick is not marketed as simply as a mixture of wax and pigment but rather a way to “obtain beauty, find romance or gain confidence” (7). As a result, global beauty brands can find long term marketing success through meaningful product marketing. This long-term marketing success relies on influencing human behaviour and perceptions. As a result of meaningful marketing, consumers may find themselves driven to purchase implicit qualities in products advertised to reflect their dreams (Hood).Following the 1980s, this version of meaningful marketing has become a driving purpose for advertising agencies around the globe (Steel). Advertising agencies rely on deeper human insights, identifying latent desires to create a brief that must ultimately sell a dream (Steel). The ideal strategy needs to define something that will build brand loyalty and encourage consumers to have a symbiotic relationship connecting their dreams with the product being sold. As Hood argues, “advertising consists of selling not just things but also dreams”. While this concept is one that “some see as inherently damning”, it is also inherently necessary (7). We understand that people are emotional beings, investing in the artefacts they build, obtain or use with significance “beyond merely utilitarian” (7). For these reasons, beauty advertisers act as the purveyors of dreams in the form of physical perfection as an articulation of consumer’s own aspirations of beauty.These aspirations of dream beauty are a direct representation of our thoughts and feelings. As such, it should be noted that we as consumers are often encouraged to draw inspiration from imagery that is often times seen as ethnically ambiguous. “Ethnic ambiguity” is the absence of any one prominent ethnic or racial feature that is easily discernible to one specific group (Garcia 234; Harrison et al.). An example of this ethnic ambiguity can be seen in marketing campaigns by high end makeup artist and her eponymous range of cosmetics, Charlotte Tilbury. Most notably, in a 2015 launch for her “Makeup Wardrobe”, Tilbury’s makeup palettes boasted 10 aspirational ‘looks’ and personas that could be achieved simply through purchase. The images of women featured on a figurative ‘wheel of fortune’ digital display used to market products online. This digital ‘wheel of fortune’ comprised of ethnically ambiguous models against descriptive persona’s such as “The Dolce Vita” and “The Glamour Muse”. These kinds of digital marketing tools required consumers to make a decision based on what their dream ‘look’ is through an ethnically ambiguous lens and from here are guided to purchase their desired aesthetic. Like Charlotte Tilbury, the beauty industry has seen a growing body of cosmetic brands that employ ethnic ambiguity to sell dreams of homogenised beauty. We will see the ways in which modern day beauty brands, such as Kylie Jenner Cosmetics and Fenty Beauty have come to adopt ethnic ambiguity or embrace entire ethnic and racial groups in order to expand their consumer influence.Aspirational Ambiguity: Dreams of DisempowermentSince the early 2000s, beauty advertising has seen a prominent rise in the use of ethnically ambiguous models. Some see this as an effort to answer the global desire for diversity and inclusion. However, the notion that beauty standards transcend racial boundaries and is inclusive, is simply another form of appropriating and fetishising ethnicity (R. Sengupta). In many ways, these manufactured dream-like versions of beauty have evolved to reach wider markets, in the hope that consumers will be emboldened to both embrace their racial heritage, and at the same time conform to homogenised standards of beauty (Frith et al.; Harrison et al.).In this bid to diversify and extend consumer reach, there are three prominent reasons why ethnically ambiguous models are more likely to be featured over models whose African, Indigenous, and/or Asian heritage is more prominent. Firstly, ethnically ambiguous models do not seem to conform to a particular notion of what is considered beautiful. For many decades, popular culture has been saturated with images of thin, of young, of narrow noses and hips, of blonde, blue eyes, and Caucasian hair textures (Harrison et al.; Hunter; Saraswati). These Westernised beauty ideals have been historically shaped through years of colonial influence, grounded in an imbalance of power and imposed to create a culture of dominance and oppression (Saraswati). Secondly, ethnic models are featured to convey “the sense of the ‘exotic’, and their ‘otherness’ acts to normalise and entrench the dominant ideal of white beauty” (qtd. in Redmond 175). ‘Otherness’ can be defined as the opposite of the majority, in Westernised society this ‘other’ can mean “people who are other than white, male, able bodied, heterosexual” (qtd. in Graycar 74). This ‘otherness’ showcased by ethnically ambiguous models draws viewers in. Physical features that were possessed by one specific ethnic group such as African, Asian, Latinx or Indigenous peoples have now become blended and are no longer confined to one race. Additionally, ethnically ambiguous models enable white consumers to dream about an exotic local or lifestyle, while at the same time providing ethnic audiences a way to see themselves.Finally, it is undeniable that ethnically ambiguous and mixed-race models have become desirable due to a historical preference for light skin (Saraswati). The visual references of light-skinned beauty epitomise a colonial dream and this standardisation has been transferred to indigenous peoples, or ethnic minorities in Western countries. According to Harrison et al, “marketers use mixed-race representations as cultural currency by mythologising mixed-race bodies as the new beauty standard” to represent a racial bridge, “tailored to ameliorate perceived racial divides” (503). Therefore, ethnically ambiguous models have an assumed advantage over their racially dominant counterparts, because they appear to straddle various racial boundaries. They are constructed to embody whomever, from wherever and whenever, fetishising their roleplay for the industry, when it pleases. This further exoticises multi-racial beauty models and renders them a commodified fantasy for many consumers alike. The continued commodification of ethnic ambiguity is problematic as it exploits models with distinctly mixed-race heritage to continue to sell images of white-washed beauty (Solomon et al.). An argument could be made that scarcity contributes to mixed-race models’ value, and therefore the total number of advertising opportunities that are offered to mixed-race models remains limited. To date, numerous studies highlight a limited use of racially diverse models within the beauty industry and does not reflect the growing global body of diverse consumers with purchasing power (Wasylkiw et al.; Redmond; Johnson; Jung and Lee; Frith et al.). In fact, prior to globalisation, Yan and Bissell claim that “each culture had a unique standard of attractiveness, derived from traditional views about beauty as well as the physical features of the people” (197) and over time the construction of dream beauty is characterised using Western features combined with exoticised traits of indigenous ethnic groups. Akinro and Mbunyuza-Memani claim that this “trend of normalising white or 'western' feminine looks as the standard of beauty” has pervaded a number of these indigenous cultures, eventually disseminated through the media as the ultimate goal (308). It can also be argued that the “growing inclusion of mixed-race models in ads is driven less by the motivation to portray diversity and driven more by pragmatism,” and in a more practical sense has implications for the “financial future of the advertised brands and the advertising industry as a whole” (Harrison et al. 513). As a result, uses of mixed-race models “are rather understood as palatable responses within dominant white culture to racial and ethnic minority populations growing in … cultural prominence” (513) in a tokenistic bid to sell a dream of unified beauty.The Dream Girl: Normalisation of Mixed-RaceIn 2017, an article in CNN’s Style section highlighted the growing number of mixed-race models in Japan’s fashion and beauty industry as a modern-day phenomenon from Japan’s interlocking history with the United States (Chung and Ogura). These beauty and fashion influencers refer to themselves as hafu, an exclusionary term that historically represented an “othered” minority of mixed-race heritage in Japanese society signalling complex and troubled interactions with majority Japanese (Oshima). The complications once associated with the term ‘hafu’ are now being reclaimed by bi-racial beauty and fashion models and as such, these models are beginning to defy categorisation and, in some ways, national identity because of their chameleon-like qualities. However, while there is an increasing use of mixed-race Japanese models, everyday mixed-race women are regularly excluded within general society; which highlights the incongruent nature of ‘half’ identity. And yet there is an increasing preference and demand from fashion and beauty outlets to feature them in Japanese and Western popular culture (Harrison et al.; Chung and Ogura). Numéro Tokyo’s editorial director Sayumi Gunji, estimated that almost 30-40 per cent of runway models in present day Japan, identify as either bi-racial mixed-race or multi-racial (Chung and Ogura).Gunji claims:"Almost all top models in the their 20s are hafu, especially the top models of popular fashion magazines ... . [In] the Japanese media and market, a foreigner's flawless looks aren't as readily accepted -- they feel a little distant. But biracial models, who are taller, have bigger eyes, higher noses [and] Barbie-doll-like looks, are admired because they are dreamy looking but not totally different from the Japanese. That's the key to their popularity," she adds. (Qtd. in Chung and Ogura)The "dreamy look" that Gunji describes is attributed to a historical preference toward light skin and a kind of willingness and sensuality, that once, only white models could be seen to tout (Frith et al. 58). Frith et al. and O’Barr discuss that beauty in Japanese advertising mirrors “the way women are portrayed in advertising in the West” (qtd. in Frith et al. 58). The emergence of hafu in Japanese beauty advertising sees these two worlds, a mixture of doll-like and sensual beauty, converging to create a dream-like standard for Japanese consumers. The growing presence of Japanese-American models such as Kiko Mizuhara and Jun Hasegawa are both a direct example of the unattainable ‘dreamy look’ that pervades the Japanese beauty industry. Given this ongoing trend of mixed-race models in beauty advertising, a recent article on Refinery29 talks about the significance of how mixed-race models are disassembling their once marginalised status.A. Sengupta writes:In contrast to passing, in which mixedness was marginalized and hidden, visibly multiracial models now feature prominently in affirmative sites of social norms. Multiracial looks are normalized, and, by extension, mixed identity is validated. There’s no cohesive social movement behind it, but it’s a quiet sea change that’s come with broadened beauty standards and the slow dismantling of social hierarchies.Another example of the normalisation in multi-racial identity is Adwoa Aboah, a mixed-race British model and feminist activist who has been featured on the covers of numerous fashion publications and on runways worldwide. In British Vogue’s December 2017 issue, titled “Great BRITAIN”, Adwoa Aboah achieved front cover status, alongside her image featured other politically powerful names, perhaps suggesting that Aboah represents not only the changing face of a historically white publication but as an embodiment of an increasingly diverse consumer landscape. Not only is she seen as both as a voice for those disenfranchised by the industry, by which she is employed, but as a symbol of new dreams. To conclude this section, it seems the evolution of advertising’s inclusion of multi-racial models reveals a progressive step change for the beauty industry. However, relying simply on the faces of ethnically ambiguous talent has become a covert way to fulfil consumer’s desire for diversity without wholly dismantling the destructive hierarchies of white dominance. Over this time however, new beauty creations have entered the market and with it two modern day icons.Architecting Black Beauty through the American DreamAccording to Kiick, the conception of the ‘American Dream’ is born out of a desire to “seek out a more advantageous existence than the current situation” (qtd. in Manca et al. 84). As a result of diligent hard work, Americans were rewarded with an opportunity for a better life (Manca et al.). Kylie Jenner’s entry into the beauty space seemed like a natural move for the then eighteen-year-old; it was a new-age representation of the ‘American Dream’ (Robehmed 2018). In less than five years, Jenner has created Kylie Cosmetics, a beauty empire that has since amassed a global consumer base, helping her earn billionaire status. A more critical investigation into Jenner’s performance however illustrates that her eponymous range of beauty products sells dreams which have been appropriated from black culture (Phelps). The term cultural appropriation refers to the way dominant cultures “adopt and adapt certain aspects of another’s culture and make it their own” (qtd. in Han 9). In Jenner’s case, her connection to ethnic Armenian roots through her sisters Kourtney, Kim, and Khloe Kardashian have significantly influenced her expression of ‘othered’ culture and moreover ethnic beauty ideals such as curvier body shapes and textured hair. Jenner’s beauty advertisements have epitomised what it means to be black in America, cherry picking racialised features of black women (namely their lips, hips/buttocks and afro-braided hairstyles) and rearticulated them through a white lens. The omission of the ‘black experience’ in her promotion of product is problematic for three reasons. Firstly, representing groups or people without invitation enables room for systemic stereotyping (Han). Secondly, this stereotyping can lead to continued marginalisation of minority cultures (Kulchyski). And finally, the over exaggeration of physical attributes, such as Jenner’s lips, hips and buttocks, reinforces her complicity in exoticising and fetishising the “other”. As a result, consumers of social media beauty advertising may pay less attention to cultural appropriation if they are already unaware that the beauty imagery they consume is based on the exploitation of black culture.Another perspective on Jenner’s use of black culture is in large part due to her cultural appreciation of black beauty. This meaning behind Jenner’s cultural appreciation can be attributed to the inherent value placed on another person’s culture, in the recognition of the positive qualities and the celebration of all aspects of that culture (Han). This is evidenced by her recent addition of cosmetic products for darker complexions (Brown). However, Jenner’s supposed fascination with black culture may be in large part due to the environment in which she was nurtured (Phelps). As Phelps reveals, “consider the cultural significance of the Kardashian family, and the various ways in which the Kardashian women, who are tremendously wealthy and present as white, have integrated elements of black culture as seemingly “natural” in their public bodily performances” (9). Although the Kardashian-Jenner family have faced public backlash for their collective appropriation they have acquired a tremendous “capital gain in terms of celebrity staying power and hyper-visibility” (Phelps 9). Despite the negative attention, Kylie Jenner’s expression of black culture has resurfaced the very issues that had once been historically deemed insignificant. In spite of Jenner’s cultural appropriation of black beauty, her promotion through Kylie Cosmetics continues to sell dreams of idealised beauty through the white lens.In comparison, Rihanna Fenty’s cosmetic empire has been touted as a celebration of diversity and inclusion for modern-age beauty. Unlike Kylie Cosmetics, Fenty’s eponymous brand has become popular for its broader message of inclusivity across both skin tone, body shape and gender. Upon her product release, Fenty Beauty acknowledged a growing body of diverse consumers and as a direct response to feature models of diverse skin tones, cultural background and racial heritage. Perhaps more importantly, Fenty Beauty’s challenge to the ongoing debate around diversity and inclusion has been in stark contrast to Kylie Jenner’s ongoing appropriation of black culture. Images featured at the first brand and product launch of Fenty Beauty and in present day advertising, show South Sudanese model Duckie Thot and hijab-wearing model Halima Aden as central characters within the Fenty narrative, illustrating that inclusion need not remain ambiguous and diversity need not be appropriated. Fenty’s initial product line up included ninety products, but most notably, the Pro Filt’r foundation caused the most publicity. Since its introduction in 2017, the foundation collection contained range of 40 (now 50) inclusive foundation shades, 13 of these shades were designed to cater for much darker complexions, an industry first (Walters). As a result of the brand’s inclusion of diverse product shades and models, Fenty Beauty has been shown to push boundaries within the beauty industry and the social media landscape (Walters). Capitalising on all races and expanding beauty ideals, Fenty’s showcase of beauty subscribes to the notion that for women everywhere in the world, their dreams can and do come true. In conclusion, Fenty Beauty has played a critical role in re-educating global consumers about diversity in beauty (Walters) but perhaps more importantly Rihanna, by definition, has become a true embodiment of the ‘American Dream’.Conclusion: Future Dreams in BeautyIt is undeniable that beauty advertising has remained complicit in selling unattainable dreams to consumers. In the context of ‘dream’ as a philosophical concept, it is more important than ever to ensure our dreams are mirrored, not as an ambiguous body of consumers, but as diverse and unique individuals. Changemakers in the industry such as Fenty Beauty are challenging this status quo and beauty advertising in general will have to evolve their strategy in a bid to answer to an increasingly globalised market. It must be reinforced however, that while “beauty companies and advertisers work effectively to reach a growingly multicultural market, scholars have a responsibility to assess the ramifications that accompany such change,” (Harrison et al. 518). If advertising’s role is to mirror consumers’ dreams then, our roles as dreamers have never been so important. ReferencesAkinro, Ngozi, and Lindani Mbunyuza-Memani. "Black Is Not Beautiful: Persistent Messages and the Globalization of 'White' Beauty in African Women’s Magazines." 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In the 2019 documentary Chasing Happiness, recording artist/musician Joe Jonas tells audiences that the band was “living the dream”. Similarly, in the 2012 documentary Artifact, lead singer Jared Leto remarks that at the height of Thirty Seconds to Mars’s success, they “were living the dream”. However, for both the Jonas Brothers and Thirty Seconds to Mars, their experiences of the music industry (much like other commercially successful recording artists) soon transformed into nightmares. Similar to other commercially successful recording artists, the Jonas Brothers and Thirty Seconds to Mars, came up against the constraints of the industry which inevitably led to a forfeiting of authenticity, a loss of creative control, increased exploitation, and unequal remuneration. This work will consider how working in the music industry is not always a dream come true and can instead be viewed as a proverbial nightmare. Living the DreamIn his book Dreams, Carl Gustav Jung discusses how that which is experienced in sleep, speaks of a person’s wishes: that which might be desired in reality but may not actually happen. In his earlier work, The Interpretation of Dreams, Freud argued that the dream is representative of fulfilling a repressed wish. However, the creative industries suggest that a dream need not be a repressed wish; it can become a reality. Jon Bon Jovi believes that his success in the music industry has surpassed his wildest dreams (Atkinson). Jennifer Lopez considers the fact that she held big dreams, had a focussed passion, and strong aspirations the reason why she pursued a creative career that took her out of the Bronx (Thomas). In a Twitter post from 23 April 2018, Bruno Mars declared that he “use [sic] to dream of this shit,” in referring to a picture of him performing for a sold out arena, while in 2019 Shawn Mendes informed his 24.4 million Twitter followers that his “life is a dream”. These are but a few examples of successful music industry artists who are seeing their ‘wishes’ come true and living the American Dream.Endemic to the American culture (and a characteristic of the identity of the country) is the “American Dream”. It centres on “a land in which life should be better and richer and fuller for every man, with opportunity for each according to his ability and achievement” (Adams, 404). Although initially used to describe having a nice house, money, stability and a reasonable standard of living, the American Dream has since evolved to what the scholar Florida believes is the new ‘aspiration of people’: doing work that is enjoyable and relies on human creativity. At its core, the original American Dream required striving to meet individual goals, and was promoted as possible for anyone regardless of their cultural, socio-economic and political background (Samuel), because it encourages the celebrating of the self and personal uniqueness (Gamson). Florida’s conceptualisation of the New American dream, however, tends to emphasise obtaining success, fame and fortune in what Neff, Wissinger, and Zukin (310) consider “hot”, “creative” industries where “the jobs are cool”.Whether old or new, the American Dream has perpetuated and reinforced celebrity culture, with many of the young generation reporting that fame and fortune were their priorities, as they sought to emulate the success of their famous role models (Florida). The rag to riches stories of iconic recording artists can inevitably glorify and make appealing the struggle that permits achieving one’s dream, with celebrities offering young, aspiring creative people a means of identification for helping them to aspire to meet their dreams (Florida; Samuel). For example, a young Demi Lovato spoke of how she idolised and looked up to singer Beyonce Knowles, describing Knowles as a role model because of the way she carries herself (Tishgart). Similarly, American Idol winner Kelly Clarkson cited Aretha Franklin as her musical inspiration and the reason that she sings from a place deep within (Nilles). It is unsurprising then, that popular media has tended to portray artists working in the creative industries and being paid to follow their passions as “a much-vaunted career dream” (Duffy and Wissinger, 4656). Movies such as A Star Is Born (2018), The Coal Miner’s Daughter (1980), Dreamgirls (2006), Begin Again (2013) and La La Land (2016) exalt the perception that creativity, talent, sacrifice and determination will mean dreams come true (Nicolaou). In concert with the American dream is the drive among creative people pursuing creative success to achieve their dreams because of the perceived autonomy they will gain, the chance of self-actualisation and social rewards, and the opportunity to fulfil intrinsic motivations (Amabile; Auger and Woodman; Cohen). For these workers, the love of creation and the happiness that accompanies new discoveries (Csikszentmihalyi) can offset the tight budgets and timelines, precarious labour (Blair, Grey, and Randle; Hesmondhalgh and Baker), uncertain demand (Caves; Shultz), sacrifice of personal relationships (Eikhof and Haunschild), the demand for high quality products (Gil & Spiller), and the tense relationships with administrators (Bilton) which are known to plague these industries. In some cases, young, up and coming creative people overlook these pitfalls, instead romanticising creative careers as ideal and worthwhile. They willingly take on roles and cede control to big corporations to “realize their passions [and] uncover their personal talent” (Bill, 50). Of course, as Ursell argues in discussing television employees, such idealisation can mean creatives, especially those who are young and unfamiliar with the constraints of the industry, end up immersed in and victims of the “vampiric” industry that exploits workers (816). They are socialised towards believing, in this case, that the record label is a necessary component to obtain fame and fortune and whether willing or unwilling, creative workers become complicit in their own exploitation (Cohen). Loss of Control and No CompensationThe music industry itself has been considered by some to typify the cultural industries (Chambers). Popular music has potency in that it is perceived as speaking a universal language (Burnett), engaging the emotions and thoughts of listeners, and assisting in their identity construction (Burnett; Gardikiotis and Baltzis). Given the place of music within society, it is not surprising that in 2018, the global music industry was worth US$19.1billion (IFPI). The music industry is necessarily underpinned by a commercial agenda. At present, six major recording companies exist and between them, they own between 70-80 per cent of the recordings produced globally (Konsor). They also act as gatekeepers, setting trends by defining what and who is worth following and listening to (Csikszentmihalyi; Jones, Anand, and Alvarez). In essence, to be successful in the music industry is to be affiliated with a record label. This is because the highly competitive nature and cluttered environment makes it harder to gain traction in the market without worthwhile representation (Moiso and Rockman). In the 2012 documentary about Thirty Seconds to Mars, Artifact, front man Jared Leto even questions whether it is possible to have “success without a label”. The recording company, he determines, “deal with the crappy jobs”. In a financially uncertain industry that makes money from subjective or experience-based goods (Caves), having a label affords an artist access to “economic capital for production and promotion” that enables “wider recognition” of creative work (Scott, 239). With the support of a record label, creative entrepreneurs are given the chance to be promoted and distributed in the creative marketplace (Scott; Shultz). To have a record label, then, is to be perceived as legitimate and credible (Shultz).However, the commercial music industry is just that, commercial. Accordingly, the desire to make money can see the intrinsic desires of musicians forfeited in favour of standardised products and a lack of remuneration for artists (Negus). To see this standardisation in practice, one need not look further than those contestants appearing on shows such as American Idol or The Voice. Nowhere is the standardisation of the music industry more evident than in Holmes’s 2004 article on Pop Idol. Pop Idol first aired in Britain from 2001-2003 and paved the way for a slew of similar shows around the world such as Australia’s Popstars Live in 2004 and the global Idol phenomena. According to Holmes, audiences are divested of the illusion of talent and stardom when they witness the obvious manufacturing of musical talent. The contestants receive training, are dressed according to a prescribed image, and the show emphasises those melodramatic moments that are commercially enticing to audiences. Her sentiments suggest these shows emphasise the artifice of the music industry by undermining artistic authenticity in favour of generating celebrities. The standardisation is typified in the post Idol careers of Kelly Clarkson and Adam Lambert. Kelly Clarkson parted with the recording company RCA when her manager and producer Clive Davis told her that her album My December (2007) was “not commercial enough” and that Clarkson, who had written most of the songs, was a “shitty writer… who should just shut up and sing” (Nied). Adam Lambert left RCA because they wanted him to make a full length 80s album comprised of covers. Lambert commented that, “while there are lots of great songs from that decade, my heart is simply not in doing a covers album” (Lee). In these instances, winning the show and signing contracts led to both Clarkson and Lambert forfeiting a degree of creative control over their work in favour of formulaic songs that ultimately left both artists unsatisfied. The standardisation and lack of remuneration is notable when signing recording artists to 360° contracts. These 360° contracts have become commonplace in the music industry (Gulchardaz, Bach, and Penin) and see both the material and immaterial labour (such as personal identities) of recording artists become controlled by record labels (Stahl and Meier). These labels determine the aesthetics of the musicians as well as where and how frequently they tour. Furthermore, the labels become owners of any intellectual property generated by an artist during the tenure of the contract (Sanders; Stahl and Meier). For example, in their documentary Show Em What You’re Made Of (2015), the Backstreet Boys lament their affiliation with manager Lou Pearlman. Not only did Pearlman manufacture the group in a way that prevented creative exploration by the members (Sanders), but he withheld profits to the point that the Backstreet Boys had to sue Pearlman in order to gain access to money they deserved. In 2002 the members of the Backstreet Boys had stated that “it wasn’t our destinies that we had to worry about in the past, it was our souls” (Sanders, 541). They were not writing their own music, which came across in the documentary Show Em What You’re Made Of when singer Howie Dorough demanded that if they were to collaborate as a group again in 2013, that everything was to be produced, managed and created by the five group members. Such a demand speaks to creative individuals being tied to their work both personally and emotionally (Bain). The angst encountered by music artists also signals the identity dissonance and conflict felt when they are betraying their true or authentic creative selves (Ashforth and Mael; Ashforth and Humphrey). Performing and abiding by the rules and regulations of others led to frustration because the members felt they were “being passed off as something we aren’t” (Sanders 539). The Backstreet Boys were not the only musicians who were intensely controlled and not adequately compensated by Pearlman. In the documentary The Boy Band Con: The Lou Pearlman Story 2019, Lance Bass of N*Sync and recording artist Aaron Carter admitted that the experience of working with Pearlman became a nightmare when they too, were receiving cheques that were so small that Bass describes them as making his heart sink. For these groups, the dream of making music was undone by contracts that stifled creativity and paid a pittance.In a similar vein, Thirty Seconds to Mars sought to cut ties with their record label when they felt that they were not being adequately compensated for their work. In retaliation EMI issued Mars with a US$30 million lawsuit for breach of contract. The tense renegotiations that followed took a toll on the creative drive of the group. At one point in the documentary Artifact (2012), Leto claims “I can’t sing it right now… You couldn’t pay me all the money in the world to sing this song the way it needs to be sung right now. I’m not ready”. The contract subordination (Phillips; Stahl and Meier) that had led to the need to renegotiate financial terms came at not only a financial cost to the band, but also a physical and emotional one. The negativity impacted the development of the songs for the new album. To make music requires evoking necessary and appropriate emotions in the recording studio (Wood, Duffy, and Smith), so Leto being unable to deliver the song proved problematic. Essentially, the stress of the lawsuit and negotiations damaged the motivation of the band (Amabile; Elsbach and Hargadon; Hallowell) and interfered with their creative approach, which could have produced standardised and poor quality work (Farr and Ford). The dream of making music was almost lost because of the EMI lawsuit. Young creatives often lack bargaining power when entering into contracts with corporations, which can prove disadvantaging when it comes to retaining control over their lives (Phillips; Stahl and Meier). Singer Demi Lovato’s big break came in the 2008 Disney film Camp Rock. As her then manager Phil McIntyre states in the documentary Simply Complicated (2017), Camp Rock was “perceived as the vehicle to becoming a superstar … overnight she became a household name”. However, as “authentic and believable” as Lovato’s edginess appeared, the speed with which her success came took a toll on Lovato. The pressure she experienced having to tour, write songs that were approved by others, star in Disney channel shows and movies, and look a certain way, became too much and to compensate, Lovato engaged in regular drug use to feel free. Accordingly, she developed a hybrid identity to ensure that the squeaky clean image required by the moral clauses of her contract, was not tarnished by her out-of-control lifestyle. The nightmare came from becoming famous at a young age and not being able to handle the expectations that accompanied it, coupled with a stringent contract that exploited her creative talent. Lovato’s is not a unique story. Research has found that musicians are more inclined than those in other workforces to use psychotherapy and psychotropic drugs (Vaag, Bjørngaard, and Bjerkeset) and that fame and money can provide musicians more opportunities to take risks, including drug-use that leads to mortality (Bellis, Hughes, Sharples, Hennell, and Hardcastle). For Lovato, living the dream at a young age ultimately became overwhelming with drugs her only means of escape. AuthenticityThe challenges then for music artists is that the dream of pursuing music can come at the cost of a musician’s authentic self. According to Hughes, “to be authentic is to be in some sense real and true to something ... It is not simply an imitation, but it is sincere, real, true, and original expression of its creator, and is believable or credible representations or example of what it appears to be” (190). For Nick Jonas of the Jonas Brothers, being in the spotlight and abiding by the demands of Disney was “non-stop” and prevented his personal and musical growth (Chasing Happiness). As Kevin Jonas put it, Nick “wanted the Jonas Brothers to be no more”. The extensive promotion that accompanies success and fame, which is designed to drive celebrity culture and financial motivations (Currid-Halkett and Scott; King), can lead to cynical performances and dissatisfaction (Hughes) if the identity work of the creative creates a disjoin between their perceived self and aspirational self (Beech, Gilmore, Cochrane, and Greig). Promoting the band (and having to film a television show and movies he was not invested in all because of contractual obligations) impacted on Nick’s authentic self to the point that the Jonas Brothers made him feel deeply upset and anxious. For Nick, being stifled creatively led to feeling inauthentic, thereby resulting in the demise of the band as his only recourse.In her documentary Gaga: Five Foot Two (2017), Lady Gaga discusses the extent she had to go to maintain a sense of authenticity in response to producer control. As she puts it, “when producers wanted me to be sexy, I always put some absurd spin on it, that made me feel like I was still in control”. Her words reaffirm the perception amongst scholars (Currid-Halkett and Scott; King; Meyers) that in playing the information game, industry leaders will construct an artist’s persona in ways that are most beneficial for, in this case, the record label. That will mean, for example, establishing a coherent life story for musicians that endears them to audiences and engaging recording artists in co-branding opportunities to raise their profile and to legitimise them in the marketplace. Such behaviour can potentially influence the preferences and purchases of audiences and fans, can create favourability, originality and clarity around artists (Loroz and Braig), and can establish competitive advantage that leads to producers being able to charge higher prices for the artists’ work (Hernando and Campo). But what impact does that have on the musician? Lady Gaga could not continue living someone else’s dream. She found herself needing to make changes in order to avoid quitting music altogether. As Gaga told a class of university students at the Emotion Revolution Summit hosted by Yale University:I don’t like being used to make people money. It feels sad when I am overworked and that I have just become a money-making machine and that my passion and creativity take a backseat. That makes me unhappy.According to Eikof and Haunschild, economic necessity can threaten creative motivation. Gaga’s reaction to the commercial demands of the music industry signal an identity conflict because her desire to create, clashed with the need to be commercial, with the outcome imposing “inconsistent demands upon” her (Ashforth and Mael, 29). Therefore, to reduce what could be considered feelings of dissonance and inconsistency (Ashforth and Mael; Ashforth and Humphrey) Gaga started saying “no” to prevent further loss of her identity and sense of authentic self. Taking back control could be seen as a means of reorienting her dream and overcoming what had become dissatisfaction with the commercial processes of the music industry. ConclusionsFor many creatives working in the creative industries – and specifically the music industry – is constructed as a dream come true; the working conditions and expectations experienced by recording artists are far from liberating and instead can become nightmares to which they want to escape. The case studies above, although likely ‘constructed’ retellings of the unfortunate circumstances encountered working in the music industry, nevertheless offer an inside account that contradicts the prevailing ideology that pursuing creative passions leads to a dream career (Florida; Samuel). If anything, the case studies explored above involving 30 Seconds to Mars, the Jonas Brothers, Lady Gaga, Kelly Clarkson, Adam Lambert and the Backstreet Boys, acknowledge what many scholars writing in the creative industries have already identified; that exploitation, subordination, identity conflict and loss of control are the unspoken or lesser known consequences of pursuing the creative dream. That said, the conundrum for creatives is that for success in the industry big “creative” businesses, such as recording labels, are still considered necessary in order to break into the market and to have prolonged success. This is simply because their resources far exceed those at the disposal of independent and up-and-coming creative entrepreneurs. Therefore, it can be argued that this friction of need between creative industry business versus artists will be on-going leading to more of these ‘dream to nightmare’ stories. The struggle will continue manifesting in the relationship between business and artist for long as the recording artists fight for greater equality, independence of creativity and respect for their work, image and identities. 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