Academic literature on the topic 'Journalism, School. [from old catalog]'

The article represents the new facts, phenomena and trends on the early stages of Chinese journalism formation, taken from several sources, mainly (and for the first time in Ukrainian journalism studies) from the textbook on journalism theory of journalism by the Professor Li Liangrong from Fudan University (the People’s Republic of China). This is not the first attempt in Ukrainian journalism studies to learn how the Chinese pre-journalism was developed. However this is the first translation from the Chinese fragments of the text-book “Introduction to Journalism” as one of the most popular textbooks in China that was developed on the basis of scientific traditions of the famous Missouri School of Journalism in the United States. The translation from Chinese language is provided with the comments giving an opportunity to see theoretical basis of the historical aspect of formation of the media of one of the world’s superpowers, as well as the views of researchers of this country on the history of their own media, how they interpret the historical component of the contemporary Chinese journalism research. For translation, we have chosen the textbook by Professor Li Liangrong, one of the most authoritative representatives of the“old” elite of the Chinese journalism theory. The article cites the most important positions of the history of Chinese pre-journalism. For this purpose, the views of the Chinese author are the subjects to critical commenting. The historical researches from origin of the Chinese lettering to the beginning of the Qin Empire, the last imperial dynasty of China was described and commented. The article provides the Ukrainian reader with the opportunity to see for the first time in detail what views the prominent Chinese theorist has on how the history of journalism in this country arised and what are the conclusions of historical experience during this period according to Chinese colleagues. The article will also help Ukrainian media historians to understand better their own achievements and the lessons of our pre-history journalism development.

In the context of the recent years’ events, the problem of Catalonia’s national identity is relevant not only for Spain but for Europe in general. The long-lasting academic debate between supporters of Catalonia’s independence and those who advocate its integration with the titular people of Spain has led to emergence of a large number of researches and journalistic works that analyze nationalism, inter-ethnic cooperation, public relations, features of propaganda and crowd manipulation, and other important issues. The article describes and analyzes the various approaches to studying the problem of the Catalans’ national identity, the dynamic of the thought and its national features in Spanish academic discourse in the period from early 2000s to the present. In that period, Spanish academic community formed several schools of thought focusing on the problem of national identity of particular regions. Although the schools have opposing views on the problem, they all take into account political, economic, social, cultural and linguistic factors that are able to generate scenarios of the nation’s development and face modern challenges. What makes the approaches different is interpretation of the ways and models of people unification, and analysis of the centuries-old traditions. The division of the research works on Catalan’s nationalism by the language criteria into Spanish-written and Catalan-written ones is almost equal. However, there is a stable trend to political or ideological biasing of academic texts, which results in them acquiring elements of journalistic style.

Poles in Slovak journalism and politics from the 1830s to the 1860s This paper sheds light on the perception of the Polish people, Polish politics, and their issues in Slovak journalism between 1830 and 1872. On the whole, the views were limited by the social opinions voiced by Slovak nationalists as well as by their interests and the general weakness of their National Movement. Slovak nationalists refused to accept political concepts that, on the one hand, supported the creation of nation states (by “large”nations such as Poland), and on the other hand, called for the assimilation of “small”nations living within them. This would spell the end of the Slavs and Romanians settled in Hungary, as Hungary would reform into one single national Hungarian state. Among all Austro-Slavs, the fear of “Magyarisation”contributed to the most intense and widespread Slavic solidarity and Russophilia in the Slovak-speaking environment. It also determined the difficult approach to the Polish issues. The Slovak nationalists sympathised with the Polish fate, however, at the same time, they had difficulties with accepting the Poland-Russia conflict. That is why we can find quite varied opinions of Poles and Polish issues. Idealising the Poles, Polonophilia, sympathising with Poles as regards their problems, careful and neutral views of those problems, efforts to limit the Poland-Russia conflict, and critical views of Poles were all entwined. For example, pro-Polish sympathies dominated in the Slovak National Movement in the 1830s, whereas in the 1840s the sympathies shifted towards Russia, despite the fact that some nationalists supported the Poles and their Uprising in Halych. The real Slovak-Polish co-operation can be seen particularly during the revolution in 1848–1849. Out of the Slovak political ideology emerged the Pan-Slavic work Slovanstvo a svet budúcnosti [Slavdom and the world of the future] by Ľ. Štúr, which combined the Slav perspective with the connections to Russia. The Polish issues were mainly present in the 1860s. During that time, the more conservative political wing, “Stará škola”[The Old School], was looking for support in the imperial Vienna, showing strong Russophilism and critical attitude to the Polish uprising. In contrast, the more liberal political line, “Nová škola”[The New School], striving for co-operation with Hungarian political parties, showed understanding for the Polish aversion and was critical of the imperial Russia. After the Austro-Hungarian Compromise, the Slovak politics and culture considerably weakened. The interest in glossing over the problems of the northern neighbour also declined. The Polish issues re-entered Slovak journalism again after the 1890s in connection with analysing new geo-political affairs on the continent and polarisation of the European superpowers.

Background. Topicality of the theme. With the advent of the Internet, Internet journalism has appeared. In relating to theater, in essence, it is theatrical criticism, which has only undergone major changes. In recent years, there have been lively discussions in professional circles about the state and prospects of theater criticism as a profession, about the nature of theater criticism, its self-identification in the modern information space. Round tables with the participation of leading theater critics are devoted to the issues of the current state of theater criticism, a number of relevant materials have been published in specialized publications, often with indicative headings: “Who needs theater critics?” [1], “Theater criticism: final or transformation?” [9]; interviews of theater critics, in which they uphold the positions of the profession and, at the same time, speak about urgent problems and the need to update it taking into account rapidly changing realities: with S. Vasilyev [2], N. Pivovarova [5], Ya. Partola [6]; discussion articles on the status and prospects of the profession by M. Harbuziuk [3], M. Dmitrevskaya [4], N. Pesochinsky [7], I. Chuzhynova [10], S. Schagina, E. Strogaleva, E. Gorokhovskaya [11]. Thus, there are several points of view on this topic: that theatrical journalism has replaced theatrical criticism; that theatrical critics of the old school did not have time to adapt to the changing world and use new tools in this profession, and young critics just occupy their niches in the youth media and on the Internet; that the profession of a critic does not go beyond the framework of participation in expert councils, jury membership, attendance at theater festivals, and writing reviews on request. The question, however, is still open. The main goal of this article is to determine the degree and main character of the interaction of journalism and theatrical criticism in modern media. Results of the study. Those who are seriously engaged in theater studies and academic theater criticism feel the need for specialized publications, the number of which in Ukraine is reduced to a minimum. Therefore, those who had the opportunity to publish reviews in the socio-political periodicals, have to combine three professional areas in one, becoming a theater journalist. Academically trained theater critics can write and often write good books, but, as a rule, do not know how to write for newspapers and magazines. But graduates of journalistic departments who write about the theater are not familiar with professional terminology, which is able to give a correct assessment of the premiere performance. The question arises: how to combine those and these, that the theater journalism was both fascinating and acute, and moderately scandalous, but at the same time accurate and high-quality? To grow such specialists is a matter of work, there can be no conveyor system here. Modern theater criticism, gradually becoming obsolete, rather survives from the common theatrical space. The theater critic cannot be a free artist, and live on the money from the results of his work, because in non-capital cities the number of journals in which the theater specialist would have had time to publish his works has decreased by several times. In cities such as Poltava, Sumy, Chernigov, the issues relating to theatrical premieres are not covered by critics (they are simply not there), but by journalists who write on various topics and rarely specialize in one. The substitution of theatrical critique by journalism is quite natural, for example, for cities where there is no professional training of theater critics, however in Kiev, Kharkiv and Lviv theater studies continue, and a certain number of graduates hope for the viability of this profession. Theatrical criticism and theatrical journalism are in their own way demanded in certain circles. Criticism is closer to theaters, journalism – to the audience. It is difficult to debate with this statement that new epoch came with the Internet. Now, the spoken word has a completely different value. For example, а word thrown on Facebook can have the same effect on public opinion as a big, built, hard fought text. This does not mean that you do not need to write large texts and publish them on paper. You just need to understand and accept the new reality, its advantages and disadvantages, its danger and its benefits. It is a very important problem of our consciousness and the problem of our theater. The Internet has given a new push to the development of new type of media-translations, actively working in social networks. Sites appear on the network where online remote screenings of performances are held. They provide Internet audiences with the opportunity to be acquainted with the history of national and world theater art; they are introduced to modern avant-garde performances. Of course, this also brings the theater closer to a wide, as a rule, young audience and opens up new opportunities for a different kind of theater journalism. Сonclusions. Thus, the Internet becomes an active means of influencing the minds in the modern media space. The Internet influences everyone and everything, changing attitudes towards theatrical art, as well as contemporary theater criticism and theater journalism. However in this case, it is essential to remember that not the Internet, but only professional theater criticism that has been and remains the breeding ground for the scientific work of theater critics and art historians, while creating the history of dramatic, opera and ballet theater.

A Review of: Curry, A. (2005). If I ask, will they answer? Evaluating public library reference service to gay and lesbian youth. Reference & User Services Quarterly, 45(1), 65-75. Retrieved from https://www.jstor.org/journal/refuseserq
 Abstract 
 Objective - To assess the quality of service provided by reference staff in public libraries when presented with a request for LGBTQ information by a young person.
 Design - Unobtrusive observation without informed consent. Setting - Public library branches in the greater Vancouver area, British Columbia, Canada.
 Subjects - Reference librarians.
 Methods - A 19-year-old posing as a high school student approached reference desk staff at 20 public library branches. The student proxy, “Angela”, was instructed to ask for books on forming a gay-straight alliance at her school and, if there was a full reference interview, to also ask for recommendations of novels that the group might read. She recorded the reactions, both verbal and nonverbal, using Reference and User Services Association guidelines as a template. Library administrators were aware of the potential visits and permitted the research, but the reference desk staff were not aware of a potential visit by the student proxy. The researcher claimed that her method, while deceptive, was necessary to obtain authentic reactions from the library staff.
 Main Results - Most reference librarians approached by Angela made adequate attempts to assist her, although a few library staff reacted negatively to her query. Half of the librarians reacted positively to the patron’s request, with most of the others providing neutral responses. Very few of the librarians actually taught the patron how to use the library’s catalog to search for materials, and most of the librarians were unable to find appropriate materials due to not knowing the appropriate search terms. Only three library staff showed overt disapproval of the search topic, such as frowning or rushing to finish the reference interview quickly, with most remaining objective or supportive. Because of the service she received, Angela stated that eight of the 20 libraries were welcoming enough that she thought she would return.
 Conclusion - The wide range of responses received by Angela indicated that there was room for improvement in educating public library staff on gay and lesbian issues and materials, especially for gay and lesbian youth.

Background. The article is a step towards a modern comprehension of the creative heritage by M. Karminskyi, whose work in the second half of the 20 century contributed to the development and international fame of Ukrainian music. Analysis of scientific publications (Heivandova, K., 1981; Ivanova, Yu., 2001; Kushchova, E., 2004 etc.), memoirs (Hanzburg, G., 2000) and a huge array of periodicals devoted to the composer allows us to single out the characteristic features of his creative personality, which determine the originality of his talent as a composer, explaining the constant demand for his music and its successful functioning in the pedagogical process, in particular, in children’s music schools. The purpose and objectives of this study – to consider the artistic and aesthetic orientation of the creative heritage by M. Karminskyi and identify its distinctive features, focusing on the genre and style aspect of his works for children and youth and their methodological significance in pedagogical practice. Research methods are based on general scientific principles of systematization and generalization. The most important role was played by the interdisciplinary approach to the analysis of the composer’s creative heritage from the standpoint not only of musicology, but also of history, culturology, and pedagogy. For reflecting the spiritual atmosphere, where the composer’s talent was formed, the historicalbiographical approach was of great importance. Research results. The way of formation of M. Karminskyi’s individuality, development of his innate musical inclinations to successful realization of talent is crowned with creation of compositions of various genres, both largescale – partitas, operas, music to performances, and chamber – vocal-choral and instrumental miniatures, among which the piano music for children and youth audiences appealed to the style of Ukrainian folklore occupies a significant place. Ukrainian literature, in particular, works by Taras Shevchenko, Lesia Ukrainka, and Ivan Franko, which were carefully studied by M. V. Karminskyi as a student of the Faculty of Journalism at V. N. Karazin Kharkiv State University, had a significant influence on the formation of the composer’s worldview and aesthetic priorities. Probably, it was the love for literature that determined the programmatic narrative nature of M. Karminskyi’s compositions. However, the love for music itself prevailed: M. Karminskyi continued his studies at the Kharkiv Conservatory in the class of Professor D. Klebanov possessed in perfection by the musical artistic heritage and was able to transfer creatively this knowledge to students. M. Karminskyi’s later applied the skills acquired from him in his work. In those years, the Kharkiv School of Composition stood out among other music unions of Ukraine with a high level of creative competence: composers sought their own way and artistic individuality, creating a modern musical language. However, even in this highly educated environment, the personal potential of Mark Veniaminovich, his highly artistic taste and erudition rose. Mark Veniaminovich is sometimes called “the knight of the country of childhood” thanks to his brilliant compositions for children. The composer speaks to the children’s audience with the help of intonations and artistic techniques available to the child’s worldview, but he does not adapt to the child, but teaches him to develop thinking, show strong emotions. Pupils like program music with interesting content that evokes familiar associations, specific ideas. Therefore, in many of his works M. Karminskyi turns to the literary basis, clear concrete and dynamic images, heightened emotionality (“Steppe, steppe...”, “Autumn Day”, “Lyrical intermezzo”, etc.). Such approach motivates children not to perform works abstractly and mechanically, but to bring their own emotions and understandings into them. M. Karminskyi uses clear three-part or couplet forms that contain repetition (the plays “Favorite Tale”, “Ancient History”, “Merry Trumpeter”, etc.), he is characterized by conciseness of melodic phrases. The texture is convenient for children’s hands: parallel intervals, counterpointing voices, organ points of the lower voice, melodic figurations and harmonic degrees sustained in the middle line, register dynamics are used. These and other techniques promote students’ technical capabilities by developing mobility and finger strength. Continuing the traditions of the Ukrainian singing school, M. Karminskyi pays a lot of attention to the techniques of cantilena performance, forcing students to master the art of playing the pedal, which requires careful sound control. Piano ensembles, unique in their poetic beauty, were created by the composer at the end of his not too long life. These plays use themes from the music to the play “Robin Hood”, and the musical images of the pieces are extremely clear even in the names: “Old Grandfather Kohl”, “Lady Tambourine”, “Road to the Temple”, “Crazy Waltz”. M. Karminskyi, feeling a passionate interest in theatrical action with its playful moments and the task of embodying specific images, created music for performances. The radio production “Robin Hood” with the participation of the country’s leading artists, based on the poems of the famous Scottish poet R. Burns translated by S. Marshak and imbued with romantic sublimity, lyricism and sincerity, received a special resonance; it contains expressive melodies that are quickly memorized. In 1978, the company “Melody” released a stereo disc “Robin Hood” with a recording of this radio show. The variety of artistic tasks of the ensemble music of M. Kaminskyi leads to the formation of a variety of pianistic skills. The predominance of playful, moving images in plays develops motor technic and synchronization in performing. The meter and the rhythm of the works are complicated using the measures 6/8, 9/8 or size change in one work: 2/4; 3/4; again 2/4; then 4/4. This technique allows you to transmit movement and free breath of a musical phrase. Karminskyi actively uses chords from fourths and fifths intervals characterized the repertoire of Ukrainian bandura players. Conclusions. The composer gave the children a lot of strength and inspiration, creating music for them in accordance with high moral and ethical criteria and filled with vivid emotions, theatricality, and visible concrete imagery. Miniatures for the children’s choir, the master’s piano pieces have a high spiritual meaning and are among the best achievements of Ukrainian children’s musical literature. The piano music of M. Karminskyi is marked by a tendency to search for a new national style: the composer does not quote folk melodies, creating original musical images in the spirit of folklore. The multi-genre works of M. Karminskyi embody the eternal themes of good and evil, love and death, betrayal and fidelity with the emotional strength inherent in his music, demonstrating the composer’s deep erudition and human decency, originality, uniqueness of his personality and his talent.

Well, you couldn't control the situation to that extent. The world just comes in on top of you. It creeps under the door. It falls out of the sky. It's all around. (Leunig) Like the world that cartoonist Michael Leunig describes, ambience is all around. Everywhere you go. You cannot get away from it. You cannot hide from it. You cannot be without it. For ambience is that which surrounds us, that which pervades. Always-on. Always by-your-side. Always already. Here, there and everywhere. Super-surround-sound. Immersive. Networked and cloudy. Ubiquitous. Although you cannot avoid ambience, you may ignore it. In fact, ambience is almost as ignored as it is pervasive. For the most part, our attention is given over to what’s in front of us, what we pick up, what we handle, what is in focus. Instead of ambience, our phenomenal existence is governed by what we bring into the foreground of our lives. Our attention is, almost by definition, occupied not by what is ambient, but what is salient (Jaaniste, Approaching Ch. 1). So, when Brian Eno coined the term Ambient Music in the 1970s (see Burns; Radywyl; and Ensminger in this issue), he was doing something strange. He was bringing ambience, as an idea and in its palpable sonic dimension, into salience. The term, and the penchant for attuning and re-thinking our connections to our surroundings, caught on. By the end of the twentieth century, it was deemed by one book author worthy of being called the ambient century (Prendergast). Eno is undoubtedly the great populariser of the term, but there’s a backstory to ambience. If Spitzer’s detailed semantic analysis of ‘ambience’ and its counterpart ‘milieu’ published back in the 1940s is anything to go by, then Newtonian physics had a lot to do with how ambience entered into our Modern vernacular. Isaac Newton’s laws and theories of gravity and the cosmos offered up a quandary for science back then: vast amounts of empty space. Just like we now know that most of an atom is empty space, within which a few miserly electrons, protons, neutrons and other particle fly about (and doesn’t that seem weird given how solid everything feels?) so too it is with planets, stars, galaxies whose orbits traverse through the great vacuum of the universe. And that vacuum Newton called ambience. But maybe outer-space, and ambience, is not actually empty. There could be dark matter everywhere. Or other things not yet known, observed or accounted for. Certainly, the history of our thinking around ambience since its birth in physics has seen a shift from vacuity to great density and polyphony. Over time, several ‘spaces’ became associated with ambience, which we might think of as the great scapes of our contemporary lives: the natural environment, the built environment, the social world, the aesthetic worlds encountered ‘within’ artefacts, and the data-cloud. Now is not the time or place to give a detailed history of these discursive manoeuvres (although some key clues are given in Spizter; and also Jaaniste, Approaching). But a list of how the term has been taken up after Eno–across the arts, design, media and culture–reveals the broad tenets of ambience or, perhaps, the ambience of ambience. Nowadays we find talk of (in alphabetical order): ambient advertising (Quinion), aesthetics (Foster), architecture (CNRS; Sample), art (Desmarias; Heynen et al.), calculus (Cardelli), displays (Ambient Displays Reserch Group; Lund and Mikael; Vogel and Balakrishnan), fears (Papastergiadis), findability (Morville), informatics (Morville), intelligence (Weber et al.), media (Meeks), narratives (Levin), news (Hagreaves and Thomas), poetics (Morton), television (McCarthy), and video (Bizzocchi). There’s probably more. Time, then, to introduce the authors assembled for this special ‘ambient’ issue of M/C Journal. Writing from the globe, in Spain, Ukraine, Canada, United Sates, and New Zealand, and from cities across Australia, in Melbourne, Canberra and Perth, they draw on and update the ambience of ambience. Alison Bartlett, in our feature article, begins with bodies of flesh (and sweat and squinting) and bodies of thought (including Continental theory). She draws us into a personal, present tense and tensely present account of the way writing and thinking intertwine with our physical locality. The heat, light and weathered conditions of her place of writing, now Perth and previously Townsville, are evoked, as is some sort of teased out relation with Europe. If we are always immersed in our ambient conditions, does this effect and affect everything we do, and think? Bruce Arnold and Margalit Levin then shift gear, from the rural and natural to the densely mediated contemporary urban locale. Urban ambience, as they say, is no longer about learning to avoid (or love?) harsh industrial noises, but it’s about interactivity, surveillance and signalling. They ambivalently present the ambient city as a dialectic, where feeling connected and estranged go hand-in-hand. Next we explore one outcome or application of the highly mediated, iPhone and Twitter-populated city. Alfred Hermida has previously advanced the idea of ‘ambient journalism’ (Hermida, Twittering), and in his M/C Journal piece he outlines the shift from ambient news (which relies on multiple distribution points, but which relays news from a few professional sources) to a journalism that is ambiently distributed across citizens and non-professional para-journalists. Alex Burns takes up Hermida’s framework, but seeks to show how professional journalism might engage in complex ways with Twitter and other always-on, socially-networked data sources that make up the ‘awareness system’ of ambient journalism. Burns ends his provocative paper by suggesting that the creative processes of Brian Eno might be a model for flexible approaches to working with the ambient data fields of the Internet and social grid. Enter the data artist, the marginal doodler and the darkened museum. Pau Waelder examines the way artists have worked with data fields, helping us to listen, observe and embody what is normally ignored. David Ensminger gives a folklorist-inspired account of the way doodles occupy the ambient margins of our minds, personalities and book pages. And Natalia Radywyl navigates the experiences of those who encountered the darkened and ambiguously ambient Screen Gallery of the Australian Centre for Moving Image, and ponders on what this mean for the ‘new museum’. If the experience of doodles and darkened galleries is mainly an individual thing, the final two papers delve into the highly social forms of ambience. Pauline Cheong explores how one particular type of community, Christian churches in the United States, has embraced (and sometimes critiqued) the use of Twitter to facilitate the communal ambience, 140 characters at a time. Then Christine Teague with Lelia Green and David Leith report on the working lives of transit officers on duty on trains in Perth. This is a tough ambience, where issues of safety, fear, confusion and control impact on these workers as much as they try to influence the ambience of a public transport network. The final paper gives us something to pause on: ambience might be an interesting topic, but the ambience of some people and some places might be unpalatable or despairing. Ambience is morally ambivalent (it can be good, bad or otherwise), and this is something threading through many of the papers before us. Who gets to control our ambient surrounds? Who gets to influence them? Who gets to enjoy them, take advantage of them, ignore them? For better or worse. The way we live with, connect to and attune to the ambience of our lives might be crucially important. It might change us. And it might do so on many levels. As is now evident, all the great scapes, as I called them, have been taken up in this issue. We begin with the natural environment (Bartlett’s weather) and the urban built environment (Arnold and Levin; and also Radywyl). Then we enter the data-cloud (Herminda; Burns; Waelder, and also Cheong), shifting into the aesthetic artefact (Waelder; Ensminger; Radywyl), and then into the social sphere (Cheong; Teague, Green and Leith). Of course, all these scapes, and the authors’ concerns, overlap. Ambience is a multitude, and presses into us and through us in many ways. References Ambient Displays Research Group. “Ambient Displays Research Group.” 25 July 2006 ‹http://www.eecs.berkeley.edu/Research/Projects/CS/io/ambient/›. Bizzocchi, Jim. “Ambient Video: The Transformation of the Domestic Cinematic Experience.” Media Environments and the Liberal Arts Conference, 10-13 June 2004, Rochester Institute of Technology, New York. 26 July 2006 ‹http://www.dadaprocessing.com› [third version of this essay]. Cardelli, Luca. “Mobility and Security.” Lecture notes for Marktoberdorf Summer School 1999, summarising several Ambient Calculus papers by Luca Cardelli & Andrew Gordon. Foundations of Secure Computation. Eds. Friedrich L. Bauer and Ralf Steinbrüggen. NATO Science Series. Proceedings of the NATO Advanced Study Institute on Foundations of Secure Computation, Marktoberdorf, Germany, 27 July - 8 Aug. 1999. 3-37. ‹http://lucacardelli.name/Papers/Mobility%20and%20Security.A4.pdf›. CNRS. “UMR CNRS 1563: Ambiances architecturales et urbaines”. 2007. 9 Feb. 2007 ‹http://www.archi.fr/RECHERCHE/annuaireg/pdf/UMR1563.pdf›. Desmarias, Charles. “Nothing Compared to This: Ambient, Incidental and New Minimal Tendencies in Contemporary Art.” Catalogue essay for exhibition curated by Charles Desmarais at Cincinnati Contemporary Arts Center, 25 Sep. - 28 Nov. 2004. Foster, Cheryl. “The Narrative and the Ambient in Environmental Aesthetics.” Journal of Aesthetics & Art Criticism 56.2 (Spring 1998): 127-137. Hargreaves, Ian, and James Thomas. “New News, Old News.” ITC/BSC (October 2002). 3 May 2010 ‹http://legacy.caerdydd.ac.uk/jomec/resources/news.pdf›. Herminda, Alfred. “Twittering the News: The Emergence of Ambient Journalism.” Journalism Practice (11 March 2010). 3 May 2010 ‹http://www.informaworld.com/smpp/content~content=a919807525›. Heynen, Julian, Kasper Konig, and Stefani Jansen. Ambiance: Des deux cơtes du Rhin. To accompany an exhibition of the same name at K21 Kuntstsammlung NRW, Düsseldorf, 15 Oct. 2005 – 12 Feb. 2006. Köln: Snoeck. Jaaniste, Luke. Approaching the Ambient: Creative Practice and the Ambient Mode of Being. Doctoral thesis, Queensland University of Technology, 2007. 3 May 2010 ‹http://www.lukejaaniste.com/writings/phd›. Leunig, Michael. “Michael Leunig”. Enough Rope with Andrew Denton. ABC Television, 8 May 2006. 3 May 2010 ‹http://www.abc.net.au/tv/enoughrope/transcripts/s1632918.htm›. Lund, Andreas, and Mikael Wiberg. “Ambient Displays beyond Convention.” HCI 2004, The 18th British HCI Group Annual Conference, Leeds Metropolitan University, UK, 6-10 Sep. 2004. 18 Oct. 2005 ‹http://www.informatik.umu.se/~mwiberg/designingforattention_workshop_lund_wiberg.pdf›. Manovich, Lev. “Soft Cinema: Ambient Narratives.” Catalogue for the Soft Cinema Project presented at Future Cinema: The Cinemtic Imaginary after Film at ZKM Center for Art and Media in Karlsruhe, Germany, 16 Nov. 2002 - 30 March 2003. McCarthy, Anna. Ambient Television: Visual Culture and Public Space. Durham and London: Duke University Press, 2001. Meeks, Cyan. Ambient Media: Meanings and Implications. Masters of Fine Arts thesis, Graduate School of the State University of New York, Department of Media Study, August 2005. Morton, Timothy. “Why Ambient Poetics?: Outline for a Depthless Ecology.” The Wordsworth Circle 33.1 (Winter 2002): 52-56. Morville, Peter. Ambient Findability: What We Find Changes Who We Become. O’Reilly Media, 2005. Papastergiadis, Nikos. “Ambient Fears.” Artlink 32.1 (2003): 28-34. Prendergast, Mark. The Ambient Century: From Mahler to Trance, the Evolution of Sound in the Electronic Age. London: Bloomsbury, 2000. Quinion, Michael. “Ambient Advertising.” World Wide Words 5 Sep. 1998. 3 Aug. 2006 ‹http://www.worldwidewords.org/turnsofphrase/tp-amb1.htm›. Sample, Hilary. “Ambient Architecture: An Environmental Monitoring Station for Pasadena, California.” 306090 07: Landscape with Architecture. 306090 Architecture Journal 7 (Sep. 2004): 200-210. Spitzer, Leo. “Milieu and Ambiance: An Essay in Historical Semantics (Part 2).” Philosophy and Phenomenological Research 3.2 (Dec. 1942): 169–218. Vogel, Daniel, and Ravin Balakrishnan. “Interactive Public Ambient Displays: Transitioning from Implicit to Explicit, Public to Personal, Interaction with Multiple Users.” Proceedings of the 18th ACM Symposium on User Interface Software and Technology. Large Public Displays session, Santa Fe. New York: ACM Press. 137-146. Weber, W., J.M. Rabaey, and E. Aarts. Eds. Ambient Intelligence. Berlin: Springer, 2005.

We are now over four decades into digitally managing the names of Earth's species. As the number of federating (i.e., software that brings together previously disparate projects under a common infrastructure, for example TaxonWorks) and aggregating (e.g., International Plant Name Index, Catalog of Life (CoL)) efforts increase, there remains an unmet need for both the migration forward of old data, and for the production of new, precise and comprehensive nomenclatural catalogs. Given this context, we provide an overview of how TaxonWorks seeks to contribute to this effort, and where it might evolve in the future. In TaxonWorks, when we talk about governed names and relationships, we mean it in the sense of existing international codes of nomenclature (e.g., the International Code of Zoological Nomenclature (ICZN)). More technically, nomenclature is defined as a set of objective assertions that describe the relationships between the names given to biological taxa and the rules that determine how those names are governed. It is critical to note that this is not the same thing as the relationship between a name and a biological entity, but rather nomenclature in TaxonWorks represents the details of the (governed) relationships between names. Rather than thinking of nomenclature as changing (a verb commonly used to express frustration with biological nomenclature), it is useful to think of nomenclature as a set of data points, which grows over time. For example, when synonymy happens, we do not erase the past, but rather record a new context for the name(s) in question. The biological concept changes, but the nomenclature (names) simply keeps adding up. Behind the scenes, nomenclature in TaxonWorks is represented by a set of nodes and edges, i.e., a mathematical graph, or network (e.g., Fig. 1). Most names (i.e., nodes in the network) are what TaxonWorks calls "protonyms," monomial epithets that are used to construct, for example, bionomial names (not to be confused with "protonym" sensu the ICZN). Protonyms are linked to other protonyms via relationships defined in NOMEN, an ontology that encodes governed rules of nomenclature. Within the system, all data, nodes and edges, can be cited, i.e., linked to a source and therefore anchored in time and tied to authorship, and annotated with a variety of annotation types (e.g., notes, confidence levels, tags). The actual building of the graphs is greatly simplified by multiple user-interfaces that allow scientists to review (e.g. Fig. 2), create, filter, and add to (again, not "change") the nomenclatural history. As in any complex knowledge-representation model, there are outlying scenarios, or edge cases that emerge, making certain human tasks more complex than others. TaxonWorks is no exception, it has limitations in terms of what and how some things can be represented. While many complex representations are hidden by simplified user-interfaces, some, for example, the handling of the ICZN's Family-group name, batch-loading of invalid relationships, and comparative syncing against external resources need more work to simplify the processes presently required to meet catalogers' needs. The depth at which TaxonWorks can capture nomenclature is only really valuable if it can be used by others. This is facilitated by the application programming interface (API) serving its data (https://api.taxonworks.org), serving text files, and by exports to standards like the emerging Catalog of Life Data Package. With reference to real-world problems, we illustrate different ways in which the API can be used, for example, as integrated into spreadsheets, through the use of command line scripts, and serve in the generation of public-facing websites. Behind all this effort are an increasing number of people recording help videos, developing documentation, and troubleshooting software and technical issues. Major contributions have come from developers at many skill levels, from high school to senior software engineers, illustrating that TaxonWorks leads in enabling both technical and domain-based contributions. The health and growth of this community is a key factor in TaxonWork's potential long-term impact in the effort to unify the names of Earth's species.

"If people don't trust their information, it's not much better than a Marxist-Leninist society." -- Orville Schell Dean, Graduate School of Journalism, UC Berkeley "Most people aren't very discerning. Maybe they need good financial information, but I don't think people know what good information is when you get into culture, society, and politics." -- Steven Brill,Chairman and Editor-in-chief, Brill's Content Once upon a time, not very long ago, advertisements were easy to recognise. They had simple personalities with goals not much more complicated than selling you a bar of soap or a box of cereal. And they possessed the reassuring familiarity of old friends or relatives you've known all your life. They were Pilgrims who smiled at you from Quaker Oats boxes or little tablets named "Speedy" who joyfully danced into a glass of water with the sole purpose of giving up their short life to help lessen your indigestion from overindulgence. Yes, sometimes they could be a little obnoxious but, hey, it was a predictable annoyance. And once, not very long ago, advertisements also knew their place in the landscape of popular culture, their boundaries were the ad space of magazines or the commercial time of television programs. When the ads got too annoying, you could toss the magazine aside or change the TV channel. The ease and quickness of their dispatch had the abruptness of slamming your front door in the face of an old door-to-door salesman. This all began to change around the 1950s when advertisements acquired a more complex and subtle personality and began straying outside of their familiar media neighborhoods. The social observer Vance Packard wrote a best-selling book in the late 50s called The Hidden Persuaders which identified this change in advertising's personality as coming from hanging around Professor Freud's psychoanalysis and learning his hidden, subliminal methods of trickery. Ice cubes in a glass for a liquor ad were no longer seen as simple props to help sell a brand of whiskey but were now subliminal suggestions of female anatomy. The curved fronts of automobiles were more than aesthetic streamlined design features but rather suggestive of a particular feature of the male anatomy. Forgotten by the new subliminal types of ads was the simple salesmanship preached by founders of the ad industry like David Ogilvy and John Caples. The word "sales" became a dirty word and was replaced with modern psychological buzzwords like subliminal persuasion. The Evolution of Subliminal Techniques The book Hidden Persuaders made quite a stir at the time, bringing about congressional hearings and even the introduction of legislation. Prominent motivation researchers Louis Cheskin and Ernest Dichter utilised the new ad methods and were publicly admonished as traitors to their profession. The life of the new subliminal advertising seemed short indeed. Even Vance Packard predicted its coming demise. "Eventually, say by A.D. 2000," he wrote in the preface to the paperback edition of his book, "all this depth manipulation of the psychological variety will seem amusingly old- fashioned". Yet, 40 years later, any half-awake observer of popular culture knows that things haven't exactly worked out the way Packard predicted. In fact what seems old-fashioned today is the belief that ads are those simpletons they once were before the 50s and that products are sold for features and benefits rather than for images. Even Vance Packard expresses an amazement at the evolution of advertising since the 50s, noting that today ads for watches have nothing to do with watches or that ads for shoes scarcely mention shoes. Packard remarks "it used to be the brand identified the product. In today's advertising the brand is the product". Modern advertising, he notes, has an almost total obsession with images and feelings and an almost total lack of any concrete claims about the product and why anyone should buy it. Packard admits puzzlement. "Commercials seem totally unrelated to selling any product at all". Jeff DeJoseph of the J. Walter Thompson firm underlines Packard's comments. "We are just trying to convey a sensory impression of the brand, and we're out of there". Subliminal advertising techniques have today infiltrated the heart of corporate America. As Ruth Shalit notes in her article "The Return of the Hidden Persuaders" from the 27 September 1999 issue of Salon magazine, "far from being consigned to the maverick fringe, the new psycho- persuaders of corporate America have colonized the marketing departments of mainstream conglomerates. At companies like Kraft, Coca-Cola, Proctor & Gamble and Daimler-Chrysler, the most sought-after consultants hail not from McKinsey & Company, but from brand consultancies with names like Archetype Discoveries, PsychoLogics and Semiotic Solutions". Shalit notes a growing number of CEOs have become convinced they cannot sell their brands until they first explore the "Jungian substrata of four- wheel drive; unlock the discourse codes of female power sweating; or deconstruct the sexual politics of bologna". The result, as Shalit observes, is a "charmingly retro school of brand psychoanalysis, which holds that all advertising is simply a variation on the themes of the Oedipus complex, the death instinct, or toilet training, and that the goal of effective communications should be to compensate the consumer for the fact that he was insufficiently nursed as an infant, has taken corporate America by storm". The Growing Ubiquity of Advertising Yet pervasive as the subliminal techniques of advertising have become, the emerging power of modern advertising ultimately centres around "where" it is rather than "what" it is or "how" it works. The power of modern advertising is within this growing ubiquity or "everywhereness" of advertising rather than the technology and methodology of advertising. The ultimate power of advertising will be arrived at when ads cannot be distinguished from their background environment. When this happens, the environment will become a great continuous ad. In the process, ads have wandered away from their well-known hangouts in magazines and TV shows. Like alien-infected pod-people of early science fiction movies, they have stumbled out of these familiar media playgrounds and suddenly sprouted up everywhere. The ubiquity of advertising is not being driven by corporations searching for new ways to sell products but by media searching for new ways to make money. Traditionally, media made money by selling subscriptions and advertising space. But these two key income sources are quickly drying up in the new world of online media. Journalist Mike France wisely takes notice of this change in an important article "Journalism's Online Credibility Gap" from the 11 October 1999 issue of Business Week. France notes that subscription fees have not worked because "Web surfers are used to getting content for free, and they have been reluctant to shell out any money for it". Advertising sales and their Internet incarnation in banner ads have also been a failure so far, France observes, because companies don't like paying a flat fee for online advertising since it's difficult to track the effectiveness of their marketing dollars. Instead, they only want to pay for actual sales leads, which can be easily monitored on the Web as readers' click from site to site. Faced with the above situation, media companies have gone on the prowl for new ways to make money. This search underpins the emerging ubiquity of advertising: the fact that it is increasingly appearing everywhere. In the process, traditional boundaries between advertising and other societal institutions are being overrun by these media forces on the prowl for new "territory" to exploit. That time when advertisements knew their place in the landscape of popular culture and confined themselves to just magazines or TV commercials is a fading memory. And today, as each of us is bombarded by thousands of ads each day, it is impossible to "slam" the door and keep them out of our house as we could once slam the door in the face of the old door-to-door salesmen. Of course you can find them on the matchbook cover of your favorite bar, on t-shirts sold at some roadside tourist trap or on those logo baseball caps you always pick up at trade shows. But now they have got a little more personal and stare at you over urinals in the men's room. They have even wedged themselves onto the narrow little bars at the check-out counter conveyer belts of supermarkets or onto the handles of gasoline pumps at filling stations. The list goes on and on. (No, this article is not an ad.) Advertising and Entertainment In advertising's march to ubiquity, two major boundaries have been crossed. They are crucial boundaries which greatly enhance advertising's search for the invisibility of ubiquity. Yet they are also largely invisible themselves. These are the boundaries separating advertising from entertainment and those separating advertising from journalism. The incursion of advertising into entertainment is a result of the increasing merger of business and entertainment, a phenomenon pointed out in best-selling business books like Michael Wolf's Entertainment Economy and Joseph Pine's The Experience Economy. Wolf, a consultant for Viacom, Newscorp, and other media heavy-weights, argues business is becoming synonymous with entertainment: "we have come to expect that we will be entertained all the time. Products and brands that deliver on this expectation are succeeding. Products that do not will disappear". And, in The Experience Economy, Pine notes the increasing need for businesses to provide entertaining experiences. "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience". Yet entertainment, whether provided by businesses or the traditional entertainment industry, is increasingly weighted down with the "baggage" of advertising. In a large sense, entertainment is a form of new media that carries ads. Increasingly, this seems to be the overriding purpose of entertainment. Once, not long ago, when ads were simple and confined, entertainment was also simple and its purpose was to entertain rather than to sell. There was money enough in packed movie houses or full theme parks to make a healthy profit. But all this has changed with advertising's ubiquity. Like media corporations searching for new revenue streams, the entertainment industry has responded to flat growth by finding new ways to squeeze money out of entertainment content. Films now feature products in paid for scenes and most forms of entertainment use product tie-ins to other areas such as retail stores or fast-food restaurants. Also popular with the entertainment industry is what might be termed the "versioning" of entertainment products into various sub-species where entertainment content is transformed into other media so it can be sold more than once. A film may not make a profit on just the theatrical release but there is a good chance it doesn't matter because it stands to make a profit in video rentals. Advertising and Journalism The merger of advertising and entertainment goes a long way towards a world of ubiquitous advertising. Yet the merger of advertising and journalism is the real "promised land" in the evolution of ubiquitous advertising. This fundamental shift in the way news media make money provides the final frontier to be conquered by advertising, a final "promised land" for advertising. As Mike France observes in Business Week, this merger "could potentially change the way they cover the news. The more the press gets in the business of hawking products, the harder it will be to criticize those goods -- and the companies making them". Of course, there is that persistent myth, perpetuated by news organisations that they attempt to preserve editorial independence by keeping the institutions they cover and their advertisers at arm's length. But this is proving more and more difficult, particularly for online media. Observers like France have pointed out a number of reasons for this. One is the growth of ads in news media that look more like editorial content than ads. While long-standing ethical rules bar magazines and newspapers from printing advertisements that look like editorial copy, these rules become fuzzy for many online publications. Another reason making it difficult to separate advertising from journalism is the growing merger and consolidation of media corporations. Fewer and fewer corporations control more and more entertainment, news and ultimately advertising. It becomes difficult for a journalist to criticise a product when it has a connection to the large media conglomerate the journalist works for. Traditionally, it has been rare for media corporations to make direct investments in the corporations they cover. However, as Mike France notes, CNBC crossed this line when it acquired a stake in Archipelago in September 1999. CNBC, which runs a business-news Website, acquired a 12.4% stake in Archipelago Holdings, an electronic communications network for trading stock. Long-term plans are likely to include allowing visitors to cnbc.com to link directly to Archipelago. That means CNBC could be in the awkward position of both providing coverage of online trading and profiting from it. France adds that other business news outlets, such as Dow Jones (DJ), Reuters, and Bloomberg, already have indirect ties to their own electronic stock-trading networks. And, in news organisations, a popular method of cutting down on the expense of paying journalists for content is the growing practice of accepting advertiser written content or "sponsored edit" stories. The confusion to readers violates the spirit of a long-standing American Society of Magazine Editors (ASME) rule prohibiting advertisements with "an editorial appearance". But as France notes, this practice is thriving online. This change happens in ever so subtle ways. "A bit of puffery inserted here," notes France, "a negative adjective deleted there -- it doesn't take a lot to turn a review or story about, say, smart phones, into something approaching highbrow ad copy". He offers an example in forbes.com whose Microsoft ads could easily be mistaken for staff-written articles. Media critic James Fallows points out that consumers have been swift to discipline sites that are caught acting unethically and using "sponsored edits". He notes that when it was revealed that amazon.com was taking fees of up to $10,000 for books that it labelled as "destined for greatness", its customers were outraged, and the company quickly agreed to disclose future promotional payments. Unfortunately, though, the lesson episodes like these teach online companies like Amazon centres around more effective ways to be less "revealing" rather than abstention from the practice of "sponsored edits". France reminds us that journalism is built on trust. In the age of the Internet, though, trust is quickly becoming an elusive quality. He writes "as magazines, newspapers, radio stations, and television networks rush to colonize the Internet, the Great Wall between content and commerce is beginning to erode". In the end, he ponders whether there is an irrevocable conflict between e-commerce and ethical journalism. When you can't trust journalists to be ethical, just who can you trust? Transaction Fees & Affiliate Programs - Advertising's Final Promised Land? The engine driving the growing ubiquity of advertising, though, is not the increasing merger of advertising with other industries (like entertainment and journalism) but rather a new business model of online commerce and Internet technology called transaction fees. This emerging and potentially dominant Internet e-commerce technology provides for the ability to track transactions electronically on Websites and to garner transaction fees. Through these fees, many media Websites take a percentage of payment through online product sales. In effect, a media site becomes one pervasive direct mail ad for every product mentioned on its site. This of course puts them in a much closer economic partnership with advertisers than is the case with traditional fixed-rate ads where there is little connection between product sales and the advertising media carrying them. Transaction fees are the new online version of direct marketing, the emerging Internet technology for their application is one of the great economic driving forces of the entire Internet commerce apparatus. The promise of transaction fees is that a number of people, besides product manufacturers and advertisers, might gain a percentage of profit from selling products via hypertext links. Once upon a time, the manufacturer of a product was the one that gained (or lost) from marketing it. Now, however, there is the possibility that journalists, news organisations and entertainment companies might also gain from marketing via transaction fees. The spread of transaction fees outside media into the general population provides an even greater boost to the growing ubiquity of advertising. This is done through the handmaiden of media transaction fees: "affiliate programs" for the general populace. Through the growing magic of Internet technology, it becomes possible for all of us to earn money through affiliate program links to products and transaction fee percentages in the sale of these products. Given this scenario, it is not surprising that advertisers are most likely to increasingly pressure media Websites to support themselves with e-commerce transaction fees. Charles Li, Senior Analyst for New Media at Forrester Research, estimates that by the year 2003, media sites will receive $25 billion in revenue from transaction fees, compared with $17 billion from ads and $5 billion from subscriptions. The possibility is great that all media will become like great direct response advertisements taking a transaction fee percentage for anything sold on their sites. And there is the more dangerous possibility that all of us will become the new "promised land" for a ubiquitous advertising. All of us will have some cut in selling somebody else's product. When this happens and there is a direct economic incentive for all of us to say nice things about products, what is the need and importance of subliminal techniques and methods creating advertising based on images which try to trick us into buying things? A Society Without Critics? It is for these reasons that criticism and straight news are becoming an increasingly endangered species. Everyone has to eat but what happens when one can no longer make meal money by criticising current culture? Cultural critics become a dying breed. There is no money in criticism because it is based around disconnection rather than connection to products. No links to products or Websites are involved here. Critics are becoming lonely icebergs floating in the middle of a cyber-sea of transaction fees, watching everyone else (except themselves) make money on transaction fees. The subliminal focus of the current consultancies is little more than a repackaging of an old theme discovered long ago by Vance Packard. But the growing "everywhereness" and "everyoneness" of modern advertising through transaction fees may mark the beginning of a revolutionary new era. Everyone might become their own "brand", a point well made in Tim Peters's article "A Brand Called You". Media critic James Fallows is somewhat optimistic that there still may remain "niche" markets for truthful information and honest cultural criticism. He suggests that surely people looking for mortgages, voting for a politician, or trying to decide what movie to see will continue to need unbiased information to help them make decisions. But one must ask what happens when a number of people have some "affiliate" relationship with suggesting particular movies, politicians or mortgages? Orville Schell, dean of the Graduate School of Journalism at the University of California at Berkeley, has summarised this growing ubiquity of advertising in a rather simple and elegant manner saying "at a certain point, people won't be able to differentiate between what's trustworthy and what isn't". Over the long run, this loss of credibility could have a corrosive effect on society in general -- especially given the media's importance as a political, cultural, and economic watchdog. Schell warns, "if people don't trust their information, it's not much better than a Marxist-Leninist society". Yet, will we be able to realise this simple fact when we all become types of Marxists and Leninists? Still, there is the great challenge to America to learn how to utilise transaction fees in a democratic manner. In effect, a combination of the technological promise of the new economy with that old promise, and perhaps even myth, of a democratic America. America stands on the verge of a great threshold and challenge in the growing ubiquity of advertising. In a way, as with most great opportunities or threats, this challenge centres on a peculiar paradox. On the one hand, there is the promise of the emerging Internet business model and its centre around the technology of transaction fees. At the same time, there is the threat posed by transaction fees to America's democratic society in the early years of the new millennium. Yes, once upon a time, not very long ago, advertisements were easy to recognise and also knew their place in the landscape of popular culture. Their greatest, yet silent, evolution (especially in the age of the Internet) has really been in their spread into all areas of culture rather than in methods of trickery and deceit. Now, it is more difficult to slam that front door in the face of that old door-to-door salesman. Or toss that magazine and its ad aside, or switch off commercials on television. We have become that door-to-door salesman, that magazine ad, that television commercial. The current cultural landscape takes on some of the characteristics of the theme of that old science fiction movie The Invasion of the Body Snatchers. A current advertising campaign from RJ Reynolds has a humorous take on the current zeitgeist fad of alien abduction with copy reading "if aliens are smart enough to travel through space then why do they keep abducting the dumbest people on earth?" One might add that when Americans allow advertising to travel through all our space, perhaps we all become the dumbest people on earth, abducted by a new alien culture so far away from a simplistic nostalgia of yesterday. (Please press below for your links to a world of fantastic products which can make a new you.) References Brill, Steven. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. France, Mike. "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. <http://www.businessweek.com/1999/99_41/b3650163.htm>. Packard, Vance. The Hidden Persuaders. Out of Print, 1957. Pine, Joseph, and James Gilmore. The Experience Economy. Harvard Business School P, 1999. Shalit, Ruth. "The Return of the Hidden Persuaders." Salon Magazine 27 Sep. 1999. <http://www.salon.com/media/col/shal/1999/09/27/persuaders/index.php>. Schell, Orville. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. Wolf, Michael. Entertainment Economy. Times Books, 1999. Citation reference for this article MLA style: John Fraim. "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/ads.php>. Chicago style: John Fraim, "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]). APA style: John Fraim. (2000) Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]).


 
 
 “The intellect must not only desire surreptitious delights; it must become completely free and celebrate Saturnalia.” (Nietzsche 6) Theory-jamming suggests an array of eclectic methods, deployed in response to emerging conditions, using traditional patterns to generate innovative moves, seeking harmony and syncopation, transparent about purpose and power, aiming for demonstrable certainties while aware of their own provisional fragility. In this paper, theory-jamming is suggested as an antidote for the confusion and disarray that typifies communication theory. Communication theory as the means to conceptualise the transmission of information and the negotiation of meaning has never been a stable entity. Entrenched divisions between ‘administrative’ and ‘critical’ tendencies are played out within schools and emerging disciplines and across a range of scientific/humanist, quantitative/qualitative and political/cultural paradigms. “Of course, this is only the beginning of the mischief for there are many other polarities at play and a host of variations within polar contrasts” (Dervin, Shields and Song). This paper argues that the play of contending schools with little purchase on each other, or anything much, has turned meta-discourse about communication into an ontological spiral. Perhaps the only way to ride out this storm is to look towards communication practices that confront these issues and appreciate their theoretical underpinnings. From its roots in jazz and blues to its contemporary manifestations in rap and hip-hop and throughout the communication industries, the jam (or improvised reorganisation of traditional themes into new and striking patterns) confronts the ontological spiral in music, and life, by taking the flotsam flung out of the spiral to piece together the means to transcend the downward pull into the abyss. Many pretenders have a theory. Theory abounds: language theory, number theory, game theory, quantum theory, string theory, chaos theory, cyber-theory, queer theory, even conspiracy theory and, most poignantly, the putative theory of everything. But since Bertrand Russell’s unsustainable class of all classes, Gödel’s systemically unprovable propositions and Heisenberger’s uncertainty principle, the propensity for theories to fall into holes in themselves has been apparent. Nowhere is this more obvious than in communication theory where many schools contend without actually connecting to each other. From the 1930s, as the mass media formed, there have been administrative and critical tendencies at war in the communication arena. Some point to the origins of the split in the Institute of Social Research’s Radio Project where pragmatic sociologist, Paul Lazarsfeld broke with Frankfurt School critical theorist, Theodor Adorno over the quality of data. Lazarsfeld was keen to produce results while Adorno complained the data over-simplified the relationship between mass media and audiences (Rogers). From this split grew the twin disciplines of mass communication (quantitative, liberal, commercial and lost in its obsession with the measurement of minor media effects) and cultural/media studies (qualitative, post-Marxist, radical and lost in simulacra of their own devising). The complexity of interactions between these two disciplines, with the same subject matter but very different ways of thinking about it, is the foundation of the ontological black hole in communication theory. As the disciplines have spread out across universities, professional organizations and publishers, they have been used and abused for ideological, institutional and personal purposes. By the summer of 1983, the split was documented in a special issue of the Journal of Communication titled “Ferment in the Field”. Further, professional courses in journalism, public relations, marketing, advertising and media production have complex relations with both theoretical wings, which need the student numbers and are adept at constructing and defending new boundaries. The 90s saw any number ‘wars’: Journalism vs Cultural Studies, Cultural Studies vs Cultural Policy Studies, Cultural Studies vs Public Relations, Public Relations vs Journalism. More recently, the study of new communication technologies has led to a profusion of nascent, neo-disciplines shadowing, mimicking and reacting with old communication studies: “Internet studies; New media studies; Digital media studies; Digital arts and culture studies; Cyberculture studies; Critical cyberculture studies; Networked culture studies; Informatics; Information science; Information society studies; Contemporary media studies” (Silver & Massanari 1). As this shower of cyberstudies spirals by, it is further warped by the split between the hard science of communication infrastructure in engineering and information technology and what the liberal arts have to offer. The early, heroic attempt to bridge this gap by Claude Shannon and, particularly, Warren Weaver was met with disdain by both sides. Weaver’s philosophical interpretation of Shannon’s mathematics, accommodating the interests of technology and of human communication together, is a useful example of how disparate ideas can connect productively. But how does a communications scholar find such connections? How can we find purchase amongst this avalanche of ideas and agendas? Where can we get the traction to move beyond twentieth century Balkanisation of communications theory to embrace the whole? An answer came to me while watching the Discovery Channel. A documentary on apes showed them leaping from branch to branch, settling on a swaying platform of leaves, eating and preening, then leaping into the void until they make another landing, settling again… until the next leap. They are looking for what is viable and never come to ground. Why are we concerned to ground theory which can only prove its own impossibility while disregarding the certainty of what is viable for now? I carried this uneasy insight for almost five years, until I read Nietzsche on the methods of the pre-Platonic philosophers: “Two wanderers stand in a wild forest brook flowing over rocks; the one leaps across using the stones of the brook, moving to and fro ever further… The other stands there helplessly at each moment. At first he must construct the footing that can support his heavy steps; when this does not work, no god helps him across the brook. Is it only boundless rash flight across great spaces? Is it only greater acceleration? No, it is with flights of fantasy, in continuous leaps from possibility to possibility taken as certainties; an ingenious notion shows them to him, and he conjectures that there are formally demonstrable certainties” (Nietzsche 26). Nietzsche’s advice to take the leap is salutary but theory must be more than jumping from one good idea to the next. What guidance do the practices of communication offer? Considering new forms that have developed since the 1930s, as communication theory went into meltdown, the significance of the jam is unavoidable. While the jam session began as improvised jazz and blues music for practice, fellowship and fun, it quickly became the forum for exploring new kinds of music arising from the deconstruction of the old and experimentation with technical, and ontological, possibilities. The jam arose as a spin-off of the dance music circuit in the 1930s. After the main, professional show was over, small groups would gather together in all-night dives for informal, spontaneous sessions of unrehearsed improvisation, playing for their own pleasure, “in accordance with their own esthetic [sic] standards” (Cameron 177). But the jam is much more than having a go. The improvisation occurs on standard melodies: “Theoretically …certain introductions, cadenzas, clichés and ensemble obbligati assume traditional associations (as) ‘folkways’… that are rarely written down but rather learned from hearing (“head jobs”)” (Cameron 178-9). From this platform of tradition, the artist must “imagine in advance the pattern which unfolds… select a part in the pattern appropriate to the occasion, instrument and personal abilities (then) produce startlingly distinctive sound patterns (that) rationalise the impossible.” The jam is founded on its very impossibility: “the jazz aesthetic is basically a paradox… traditionalism and the radical originality are irreconcilable” (Cameron 181). So how do we escape from this paradox, the same paradox that catches all communication theorists between the demands of the past and the impossibility of the future? “Experimentation is mandatory and formal rules become suspect because they too quickly stereotype and ossify” (Cameron 181). The jam seems to work because it offers the possibility of the impossible made real by the act of communication. This play between the possible and the impossible, the rumbling engine of narrative, is the dynamo of the jam. Theory-jamming seeks to activate just such a dynamo. Rather than having a group of players on their instruments, the communication theorist has access a range of theoretical riffs and moves that can be orchestrated to respond to the question in focus, to latest developments, to contradictions or blank spaces within theoretical terrains. The theory-jammer works to their own standards, turning ideas learned from others (‘head jobs’) into their own distinctive patterns, still reliant on traditional melody, harmony and syncopation but now bent, twisted and reorganised into an entirely new story. The practice of following old pathways to new destinations has a long tradition in the West as eclecticism, a Graeco-Roman, particularly Alexandrian, philosophical tradition from the first century BC to the end of the classical period. Typified by Potamo who “encouraged his pupils instead to learn from a variety of masters”, eclecticism sought the best from each school, “all that teaches righteousness combined, the complete eclectic unity” (Kelley 578). By selecting the best, most reasonable, most useful elements from existing philosophical beliefs, polymaths such as Cicero sought the harmonious solution of particular problems. We see something similar to eclecticism in the East in the practices of ‘wild fox zen’ which teaches liberation from conceptual fixation (Heine). The 20th century’s most interesting eclectic was probably Walter Benjamin whose method owes something to both scientific Marxism and the Jewish Kabbalah. His hero was the rag-picker who had the cunning to create life from refuse and detritus. Benjamin’s greatest work, the unfinished Arcades Project, sought to create history from the same. It is a collection of photos, ephemera and transcriptions from books and newspapers (Benjamin). The particularity of eclecticism may be contrasted with the claim to universality of syncretism, the reconciliation of disparate or opposing beliefs by melding together various schools of thought into a new orthodoxy. Theory-jammers are not looking for a final solution but rather they seek what will work on this problem now, to come to a provisional solution, always aware that other, better, further solutions may be ahead. Elements of the jam are apparent in other contemporary forms of communication. For example bricolage, the practice from art, culture and information systems, involves tinkering elements together by trial and error, in ways not originally planned. Pastiche, from literature to the movies, mimics style while creating a new message. In theatre and TV comedy, improvisation has become a style in itself. Theory-jamming has direct connections with brainstorming, the practice that originated in the advertising industry to generate new ideas and solutions by kicking around possibilities. Against the hyper-administration of modern life, as the disintegration of grand theory immobilises thinkers, theory-jamming provides the means to think new thoughts.
 
 As a political activist and communications practitioner in Australia over the last thirty years, I have always been bemused by the human propensity to factionalise. Rather than getting bogged down by positions, I have sought to use administrative structures to explore critical ideas, to marshal critical approaches into administrative apparatus, to weld together critical and administrative formations in ways useful to both sides, bust most importantly, in ways useful to human society and a healthy environment. I've been accused of selling-out by the critical camp and of being unrealistic by the administrative side. My response is that we have much more to learn by listening and adapting than we do by self-satisfied stasis. Five Theses on Theory-Jamming 
 Eclecticism requires Ethnography: the eclectic is the ethnographer loose in their own mind. “The free spirit surveys things, and now for the first time mundane existence appears to it worthy of contemplation…” (Nietzsche 6). Enculturation and Enumeration need each other: qualitative and quantitative research work best when they work off each other. “Beginners learned how to establish parallels, by means of the Game’s symbols, between a piece of classical music and the formula for some law of nature. Experts and Masters of the Game freely wove the initial theme into unlimited combinations.” (Hesse) Ephemera and Esoterica tell us the most: the back-story is the real story as we stumble on the greatest truths as if by accident. “…the mind’s deeper currents often need to be surprised by indirection, sometimes, indeed, by treachery and ruse, as when you steer away from a goal in order to reach it more directly…” (Jameson 71). Experimentation beyond Empiricism: more than testing our sense of our sense data of the world. Communication theory extends from infra-red to ultraviolet, from silent to ultrasonic, from absolute zero to complete heat, from the sub-atomic to the inter-galactic. “That is the true characteristic of the philosophical drive: wonderment at that which lies before everyone.” (Nietzsche 6). Extravagance and Exuberance: don’t stop until you’ve got enough. Theory-jamming opens the possibility for a unified theory of communication that starts, not with a false narrative certainty, but with the gaps in communication: the distance between what we know and what we say, between what we say and what we write, between what we write and what others read back, between what others say and what we hear. References Benjamin, Walter. The Arcades Project. Cambridge, Mass: Harvard UP, 2002. Cameron, W. B. “Sociological Notes on the Jam Session.” Social Forces 33 (Dec. 1954): 177–82. Dervin, B., P. Shields and M. Song. “More than Misunderstanding, Less than War.” Paper at International Communication Association annual meeting, New York City, NY, 2005. 5 Oct. 2006 http://www.allacademic.com/meta/p13530_index.html>. “Ferment in the Field.” Journal of Communication 33.3 (1983). Heine, Steven. “Putting the ‘Fox’ Back in the ‘Wild Fox Koan’: The Intersection of Philosophical and Popular Religious Elements in The Ch’an/Zen Koan Tradition.” Harvard Journal of Asiatic Studies 56.2 (Dec. 1996): 257-317. Hesse, Hermann. The Glass Bead Game. Harmondsworth: Penguin, 1972. Jameson, Fredric. “Postmodernism, or the Cultural Logic of Late Capitalism.” New Left Review 146 (1984): 53-90. Kelley, Donald R. “Eclecticism and the History of Ideas.” Journal of the History of Ideas 62.4 (Oct. 2001): 577-592 Nietzsche, Friedrich. The Pre-Platonic Philosophers. Urbana: University of Illinois Press, 2001. Rogers, E. M. “The Empirical and the Critical Schools of Communication Research.” Communication Yearbook 5 (1982): 125-144. Shannon, C.E., and W. Weaver. The Mathematical Theory of Communication. Urbana: University of Illinois Press, 1949. Silver, David, Adrienne Massanari. Critical Cyberculture Studies. New York: NYU P, 2006. 
 
 
 
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