Journal articles on the topic 'Pitch-class set theory'

This is a music-theoretical study of the relationship of two-, three-, four-, five-, and six-member subsets of the major (pure minor), harmonic minor, and melodic (ascending) minor reference collections, using pitchclass set analytic techniques. These three collections will be referred to as the diatonic sets. Several new terms are introduced to facilitate the application of pitch-class set theory to descriptions of tonal pitch relations and to retain characteristic intervallic relationships in tonal music typically not found in discussions of atonal pitch-class relations. The description comprises three parts. First, pitch sets are converted to pitchclass sets. Second, the pitch- class sets are categorized by transpositional types. Third, the relations of these transpositional types are described in terms of their key center and modal references to the three diatonic sets. Further, it is suggested that the probability of a specific key interpretation by a listener may depend on the scale-degree functions of the tones.

The theory of PC-set class genera by Allen Forte was an important contribution to the understanding of similarity relations among PC sets within the tempered system. The growing interaction between the universes of PC-sets and transformational theories has been explored the space between sets of the same or distinct cardinality, by means of voice-leading procedures. This paper intends to demonstrate Forte’s method along with proposals by other authors like Morris, Parks, Straus, Cohn, and Coelho de Souza. Some analysis demonstrates such operations in passages picked from Heitor Villa-Lobos’s works, like the Seventh String Quartet and the First Symphony.

The purpose of this study was to provide evidence for the perceptual component of an analysis of pitch relationships in tonal music that includes consideration of both formal analytic systems and musical listeners' responses to tonal relationships in musical contexts. It was hypothesized (1) that perception of tonal centers in music develops from listeners' interpretations of time-dependent contextual (functional) relationships among pitches, rather than primarily through knowledge of psychoacoustical or structural characteristics of the pitch content of sets or scales and (2) that critical perceptual cues to functional relationships among pitches are provided by the manner in which particular intervallic relationships are expressed in musical time. Excerpts of tonal music were chosen to represent familiar harmonic relationships across a spectrum of tonal ambiguity/specificity. The pitch-class sets derived from these excerpts were ordered: (1) to evoke the same tonic response as the corresponding musical excerpt, 2) to evoke another tonal center, and (3) to be tonally ambiguous. The effect of the intervallic contents of musical excerpts and strings of pitches in determining listeners' choices of tonic and the effect of contextual manipulations of tones in the strings in directing subjects' responses were measured and compared. Results showed that the musically trained listeners in the study were very sensitive to tonal implications of temporal orderings of pitches in determining tonal centers. Temporal manipulations of intervallic relationships in stimuli had significant effects on concurrences of tonic responses and on tonal clarity ratings reported by listeners. The interval rarest in the diatonic set, the tritone, was the interval most effective in guiding tonal choices. These data indicate that perception of tonality is too complex a phenomenon to be explained in the time-independent terms of psychoacoustics or pitch- class collections, that perceived tonal relationships are too flexible to be forced into static structural representations, and that a functional interpretation of rare intervals in optimal temporal orderings in musical contexts is a critical feature of tonal listening strategy.

This article constructs generic voice-leading spaces by combining geometric approaches to voice leading with diatonic set theory. Unlike the continuous mod-12 spaces developed by Callender, Quinn, and Tymoczko, these mod-7 spaces are fundamentally discrete. The mathematical properties of these spaces derive from the properties of diatonic pitch-class sets and generic pitch spaces developed by Clough and Hook. After presenting the construction of these voice-leading spaces and defining the OPTIC relations in mod-7 space, this article presents the mod-7 OPTIC-, OPTI-, OPT-, and OP-spaces of two- and three-note chords. The final section of the study shows that, although the discrete mod-7 versions of these lattices appear quite different from their continuous mod-12 counterparts, the topological space underlying each of these graphs depends solely on the number of notes in the chords and the particular OPTIC relations applied.

This paper presents a framework for analyzing the interval structure of pitch-class segments (ordered pitch-class sets). An “interval permutation” is a reordering of the intervals that arise between adjacent members of these pitch-class segments. Because pitch-class segments related by interval permutation are not necessarily members of the same set-class, this theory has the capability to demonstrate aurally significant relationships between sets that are not related by transposition or inversion. I begin with a theoretical investigation of interval permutations followed by a discussion of the relationship of interval permutations to traditional pitch-class set theory, specifically focusing on how various set-classes may be related by interval permutation. A final section applies these theories to analyses of several songs from Schoenberg’s op. 15 song cycle The Book of the Hanging Gardens.

Many techniques in combinatorial mathematics have applications in music theory. Standard formulas for permutations and combinations may be used to enumerate melodies, rhythms, rows, pitch-class sets, and other familiar musical entities subject to various constraints on their structure. Some music scholars in the eighteenth century advocated elementary combinatorial methods, including dice games, as aids in composition. Problems involving the enumeration of set classes, row classes, and other types of equivalence classes are more difficult and require advanced techniques for their solution, notably Pólya’s Enumeration Theorem. Such techniques are applicable in a wide variety of situations, enabling the enumeration of diverse musical structures in scales of various cardinalities and under various definitions of equivalence relations.

Introduction: Serial Space“It feels …like the edge of the world; far more remote than it actually is, perhaps because it looks at such immensity” (Godden “Black,” 38). This is the priest’s warning to Sister Clodagh in Rumer Godden’s 1939 novel Black Narcissus. The young, inexperienced Clodagh leads a group of British nuns through the Indian Himalayas and onto a remote mountain top above Mopu. Michael Powell and Emeric Pressburger adapted Godden’s novel into the celebrated feature film, Black Narcissus (1947). Following the novel, the film narrates the nuns’ mission to establish a convent, school, and hospital for the local population. Yet, immensity moves in mysterious ways. Sister Clodagh (Deborah Kerr) loses her managerial grip. Sister Philippa (Flora Robson) cultivates wild flowers instead of vegetables. Sister Ruth (Kathleen Byron) sheds nun’s attire for red lipstick and a Parisian dress. The young Indian woman Kanchi (Jean Simmons) becomes a force of libidinous disturbance. At the twilight of the British Empire, white, western nuns experience the psychical effects of colonialism at the precipice. Taking such cues from Pressburger and Powell’s film, Michelle Williams Gamaker, an artist, filmmaker, and scholar, responds to Black Narcissus, both film and novel. She does so through a radical interpretation of her own. Gamaker William’s 24-minute film, The Fruit Is There to Be Eaten (forthcoming, London 2018) is a longer “short,” which breaks the mould of what scholar Linda Hutcheon would term an “adaptation” (2006). For Hutcheon, there is a double “mode of engagement” between an original work and its adapted form (22). On the one hand, there is a “transcoding” (22). This involves “transporting” characters from a precedent work to its adapted form (11). On the other, there is an act of “creative interpretation” (22). The Fruit Is There to Be Eaten transports yet recreates the Indian “beggar girl” Kanchi, played by a “blacked up” white Hollywood actor Jean Simmons (Black Narcissus), into Williams Gamaker’s contemporary Kanchi, played by Krishna Istha. In this 2018 instalment, Kanchi is an Asian and transgender protagonist of political articulacy. Hence, Williams Gamaker’s film engages a double tactic of both transporting yet transforming Kanchi, as well as Sisters Clodagh and Philippa, from the feature film into The Fruit Is There to Be Eaten. To analyse Williams Gamaker’s film, I will make a theoretical jump off the precipice, stepping from Hutcheon’s malleable concept of adaptation into a space of “trans-serial” narrative.In what follows, I shall read The Fruit Is There to Be Eaten as an “episode” in a serial. The prior episodes, Williams Gamaker’s House of Women (London 2017, Berlin 2018) is a short, fictional, and surreal documentary about casting the role of Kanchi. It can be read as the next episode in Kanchi’s many incarnations. The relationship between Sister Clodagh (Kelly Hunter as voiceover) and Kanchi in House of Women develops from one of confrontation to a transgender kiss in the climatic beat of The Fruit Is There to Be Eaten. Williams Gamaker’s film can be read as one of a series which is itself inflected with the elements of a “trans-serial.” Henry Jenkins argues that “transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels” (emphasis in original, “Transmedia”). I use the word “trans” to define the gap between novelistic texts and film. Throughout Williams Gamaker’s series, she uses many textual citations from Godden’s novel, and dialogue from Pressburger and Powell’s film. In other words, verbal elements as well as filmic images are adapted in Hutcheon’s sense and transmediated in Jenkins’s sense. To build the “serial” concept for my analysis requires re-working concepts from television studies. Jason Mittell introduces “narrative complexity” as the “redefinition of episodic forms under serial narration” (“Narrative,” 32). In serial TV, characters and narratives develop over a sequence of episodes and seasons. In serial TV, missing one episode can thwart the viewer’s reception of later ones. Mittell’s examples reveal the plasticity of the narrative complexity concept. He mentions TV series that play games with the audience’s expectations. As Mittell points out, Seinfeld has reflexive qualities (“Narrative,” 35) and Twin Peaks mixes genres (“Narrative,” 33). I would add that Lynch’s creative liberties offered characters who could appear and disappear while leaving their arcs hanging intriguingly unresolved. The creative possibilities of reflexivity via seriality, of characters who appear and disappear or return in different guises, are strategies that underpin William’s Gamaker’s short film serial. The third in her trilogy, The Eternal Return (in post-production 2018) fictionalises the life of Sabu, the actor who played the General’s son in Black Narcissus. Once again, the protagonist, this time male, is played by Krishna Istha, a non-binary transgender actor who, by taking all the lead roles in William’s Gamaker’s trilogy, grows over the serial as a malleable ethnic and transgender subject. Importantly, The Eternal Return carries residues of the characters from The Fruit Is There to Be Eaten by casting the same team of actors again (Charlotte Gallagher and myself Catherine Lord), and switching their genders. Istha played Kanchi in the previous two episodes. The General’s son, played by Sabu, courted Kanchi in Black Narcissus. In The Eternal Return, Istha crosses the character and gender boundary by playing Sabu. Such casting tactics subvert the gender and colonial hegemonies inherent in Pressburger and Powell’s film.The reflexive and experimental approach of Williams Gamaker’s filmmaking deploys serial narrative tactics for its political goals. Yet, the use of “serial” needs to be nuanced. Glen Creeber sets out three terms: “episodic,” “series” and “serial.” For Creeber, a series provides continuous storylines in which the connection between episodes is strong. In the serial format, the connection between the episodes is less foregrounded. While it is not possible to enjoy stand-alone episodes in a serial, at the same time, serials produce inviting gaps between episodes. Final resolutions are discouraged so that there are greater narrative possibilities for later seasons and the audience’s own game of speculative storytelling (11).The emerging “serial” gaps between Williams Gamaker’s episodes offer opportunities for political interpretation. From House of Women and The Fruit Is There to Be Eaten, Kanchi develops an even stronger political voice. Kanchi’s character arc moves from the wordless obedience of Pressburger and Powell’s feature to the transgender voice of post-colonial discourse in House of Women. In the next episode, The Fruit Is There to Be Eaten, Kanchi becomes Clodagh’s guide both politically, spiritually, and erotically.I will read The Fruit Is There to Be Eaten as both my primary case-study and as the third episode in what I shall theorise to be a four-part serial. The first is the feature film Black Narcissus. After this is Williams Gamaker’s House of Women, which is then followed by The Fruit Is There to Be Eaten, my central case study here. There may be immediate objections to my argument that Williams Gamaker’s series can be read by treating Pressburger and Powell’s feature as the first in the series. After all, Godden’s novel could be theorised as the camouflaged pilot. Yet, a series or serial is defined as such when it is in the same medium. Game of Thrones (2011-) is a TV series that adapts George R.R. Martin’s novel cycle, but the novels are not episodes. In this regard, I follow Hutcheon’s emphasis on theorising adapted works as forged between different media, most commonly novels to films. The adaptive “deliveries” scatter through The Fruit Is There to Be Eaten with an ecological precision.Eco SeriesEcological descriptions from Godden’s novel and Pressburger and Powell’s mise-en-scene are performed in The Fruit Is There to Be Eaten through Kelly Hunter’s velvety voiceover as it enjoys a painterly language: butterflies daub the ferns with “spots of ochre, scarlet, and lemon sherbet.” Hutcheon’s term transcoding usefully describes the channelling of particles from the novelist’s text into an intensified, ecological language and cinematic mise-en-scene. The intensification involves an ingestion of Godden’s descriptive prose, which both mimics and adds an adjectival and alliterative density. The opening descriptions of the nuns’ arrival in Mopu is a case in point. In the novel, the grooms joke about the nuns’ habits appearing as “snows, tall and white” (Godden “Black,” 1). One man remarks that they look like “a row of teeth” (Godden “Black,” 2). Williams Gamaker resists shots of nuns as Godden described them, namely on Bhotiya ponies. Rather, projected onto a white screen is an image of white and red flowers slowly coming into focus. Kelly Hunter’s voiceover describes the white habits as a set of “pearly whites” which are “hungry for knowledge” and “eat into the landscape.” White, western nuns in white habits are metaphorically implied to be like a consuming mouth, eating into Indian territories and Indian people.This metaphor of colonial consumption finds its corollary in Godden’s memoirs where she describes the Pressburger, Powell, and Simons representation of Kanchi as “a basket of fruit, piled high and luscious and ready to eat” (“A House,” 24-5; 52). The nun’s quest colonially consumes Mopu’s natural environment. Presumably, nuns who colonially eat consume the colonised Other like fruit. The Kanchi of the feature film Black Narcissus is a supporting character, performed by Simmons as mute, feral and objectified. If Kanchi is to release herself from the “fruity” projections of sexism and racism, it will be through the filmmaker’s aesthetic and feminist tactic of ensuring that planets, trees, fruits and flowers become members of the film cast. If in episode 1 (Black Narcissus), plants and Asian subalterns are colonised, in episode 2, House of Women, these fruits and flowers turn up as smart, young Asian women actors with degrees in law and photography, ready to hold their own in the face of a faceless interviewer. In episode 3, The Fruit Is There to Be Eaten, it is important that Krishna Istha’s Kanchi, turning up like a magical character from another time and space (transformed from episode 1), commands the film set amidst an excess of flowers, plants and fruits. The visual overflow correlates with Kanchi’s assertiveness. Flowers and Kanchi know how to “answer back.”Like Black Narcissus the feature, The Fruit Is There to Be Eaten relies heavily on a mise-en-scene of horticultural and mountain ecology. Just as Michael Powell filmed at Pinewood and Leonardslee Gardens in East Sussex, Williams Gamaker used Rotherhithe’s Brunel Museum roof Gardens and Sands Film Studios. The lusciousness of Leonardslee is film-intertextually echoed in the floral exuberance of the 2018 shots of Rotherhithe. After the crew have set up the classroom, interwoven with Kelly Hunter’s voiceover, there is a hard cut to a full, cinematic shot of the Leonardslee garden (fig. 1).Then cutting back to the classroom, we see Kanchi calmly surveying the set, of which she is the protagonist, with a projection of an encyclopaedic display of the flowers behind her. The soundtrack plays the voices of young women students intoning the names of flowers from delphinium to lupens.These meta-filmic moments are supported by the film’s sharp juxtaposition between classroom and outdoor scenes. In Pressburger and Powell’s school scenes, Sister Ruth attempts to teach the young General how to conjugate the French verb “recevoir.” But the lesson is not successfully received. The young General becomes aphasic, Kanchi is predictably mute and the children remain demure. Will colonialism let the Other speak? One way to answer back in episode 3 is through that transgressive discourse, the language of flowers.In The Fruit Is There to Be Eaten, the young women study under Sister Clodagh and Sister Philippa (myself, Catherine Lord). The nuns teach botanical lists and their ecological contexts through rote learning. The young women learn unenthusiastically. What is highlighted is the ludicrous activity of repetition and abstractions. When knowledge becomes so objectified, so do natural environments, territories and people. Clodagh aligns floral species to British locations. The young women are relatively more engaged in the garden with Sister Philippa. They study their environment through sketching and painting a diverse range of flowers that could grow in non-British territory. Philippa is the now the one who becomes feral and silent, stroking stalks and petals, eschewing for the time being, the game of naming (fig. 2).However, lessons with colonial lexicons will be back. The young women look at screen projections of flowers. Sister Philippa takes the class through an alphabet: “D is for Dogbright … L is for Ladies’ Fingers.” Clodagh whirls through a list of long, Latin names for wild flowers in British Woodlands. Kanchi halts Clodagh’s act of associating the flowers with the British location, which colonizes them. Kanchi asks: “How many of us will actually travel, and which immigration border will test our botanical knowledge?” Kanchi then presents a radically different alphabet, including “Anne is African … Ian is Intersex … Lucy loves Lucy.” These are British names attributed to Africans, Arabs, and Asians, many of their identities revealed to be LGBQT-POC, non-binary, transgender, and on the move. Clodagh’s riposte is “How do you know you are not travelling already?” The flowers cannot be pinned down to one location. They cannot be owned by one nation.Like characters who travel between episodes, the travelling flowers represent a collision of spaces that undermine the hegemonies of race, gender and sexuality. In episode 1, Black Narcissus the feature film, the western nuns face the immensities of mountain atmosphere, ecology and an unfamiliar ethnic group. In episode 2, House of Women, the subalterns have transformed their role, achieving educational and career status. Such political and dramatic stakes are raised in episode 3, The Fruit Is There to Be Eaten. There is a strong focus on the overlapping oppressions of racial, colonial and ecological exploitation. Just as Kanchi has a character arc and serial development, so do plants, fauna, fruits, flowers and trees. ‘Post’-Space and Its AtmosphereThe British Empire colonised India’s ecological space. “Remember you and your God aren't on British Territory anymore” declares the auditioning Krishna Istha in House of Women. Kanchi’s calm, civil disobedience continues its migration into The Fruit is There to be Eaten between two simultaneously existing spaces, Mopu and Rotherhithe, London. According to literature scholar Brian McHale, postmodern worlds raise ontological questions about the dramatic space into which we are drawn. “Which” worlds are we in? Postmodern worlds can overlap between separate spaces and different temporalities (McHale 34-35). As McHale notes, “If entities can migrate across the semipermeable membrane that divides a fictional world from the real, they can also migrate between two different fictional worlds” (35).In The Fruit Is There to Be Eaten, the semipermeable membrane between it and Black Narcissus folds together the temporalities of 1947 and 2018, and the terrains of India and London. Sister Philippa tells a Kanchi seeking Mopu, that “My dear, you are already here.” This would seem odd as Sister Philippa describes the death of a young man close to Saint Mary’s Church, London. The British capital and woodlands and the Himalayas co-exist as intensified, inter-crossing universes that disrupt the membranes between both colonial and ecological space-time, or what I term “post-space.”Williams Gamaker’s post-spaces further develop Pressburger and Powell’s latent critique of post-colonialism. As film scholar Sarah Street has observed, Black Narcissus the film performs a “post-colonial” exploration of the waning British Empire: “Out of the persistence of the colonial past the present is inflected with a haunting resonance, creating gaps and fissures” (31). This occurs in Powell’s film in the initial Calcutta scenes. The designer Alfred Junge made “God shots” of the nuns at dinner, creating from them the iconic shape of a cross. This image produces a sense of over-exactness. Once in the mountains, it is the spirit of exactitude that deteriorates. In contrast, Williams Gamaker prefers to reveal the relative chaos of setting up her world. We watch as the crew dress the school room. Un-ceremoniously, Kanchi arrives in shorts before she picks up a floral dress bearing the label “Kanchi.” There is then a shot in which Kanchi purveys the organised set, as though she is its organiser (fig. 3).Post-spaces are rich in atmosphere. The British agent Dean tells Clodagh in Black Narcissus the film that the mountain “is no place to put a nunnery” due its “atmosphere.” In the climactic scene of The Fruit Is There to Be Eaten, Kanchi and Clodagh face two screens revealing the atmospheric projection of the high mountains, the black cut between them visible, like some shadowy membrane. Such aesthetic strategies continue Powell’s use of technical artifice. Street details the extensive labour of technical and craft work involved in creating the artificial world of Black Narcissus, its mountains, artificial colours, and hence atmosphere, all constructed at Pinewood studios. There was a vast amount of matte painting and painting on glass for special effects (19).William Gamaker’s screens (projection work by Sophie Bramley and Nick Jaffe) reflexively emphasise atmosphere as artifices. The atmosphere intensifies with the soundscape of mountain air and Wayne Urquhart’s original and haunting music. In Powell and Pressburger’s feature, Brian Easdale’s music also invokes a sense of mystery and vastness. Just as TV series and serials maintain musical and mise-scene-scene signatures from one episode to another, so too does Williams Gamaker reframe her precursor’s cinematic aesthetics with that of her own episode. Thus, serial as stylistic consistency is maintained between episodes and their post-spaces.At the edge of such spaces, Kanchi will scare Clodagh by miming a tight-rope walk across the mountain: it is both real and pretend, dramatic, but reflexively so. Kanchi walks a membrane between colliding worlds, between colonialism and its transgression. In this episode of extreme spirituality and eroticism, Kanchi reaches greater heights than in previous episodes, discoursing on the poetics of atmosphere: “… in the midst of such peaks, one can draw near what is truly placeless … the really divine.” Here, the membrane between the political and cultural regions and the mountains that eschew even the human, is about to be breached. Kanchi relates the legend of those who go naked in the snow. These “Abominable Men” are creatures who become phantoms when they merge with the mountain. If the fractures between locations are too spacious, as Kanchi warns, one can go mad. In this episode 3, Kanchi and Clodagh may have completed their journeys. In Powell and Pressburger’s interpretation, Sister Ruth discards nun’s attire for a Parisian, seductive dress and red lipstick. Yet, she does so for a man, Dean. However, the Sister Clodagh of 2018 is filmed in a very long take as she puts on an elegant dress and does her make-up. In a scene of philosophical intimacy with Kanchi, the newly dressed Clodagh confesses her experience of “immensity.” As they break through the erotic membrane separating their identities, both immersed in their full, queer, transgender kiss, all racial hierarchies melt into atmosphere (fig. 4).Conclusion: For a Pitch By making a film as one episode in a series, Williams Gamaker’s accomplishment is to enhance the meeting of narrative and political aims. As an arthouse film serial, The Fruit Is There to Be Eaten has enabled definitions of “serial” to migrate from the field of television studies. Between Hutcheon’s “adaptation” and Mittell and Creeber’s articulations of “narrative complexity,” a malleable concept for arthouse seriality has emerged. It has stretched the theoretical limits of what can be meant by a serial in an arthouse context. By allowing the notion of works “adapted” to occur between different media, Henry Jenkins’ broader term of “transmedia storytelling” (Convergence) can describe how particles of Godden’s work transmigrate through episodes 1, 2, and 3, where the citational richness emerges most in episodes 3, The Fruit Is There to Be Eaten.Because one novel informs all the episodes while each has entirely different narratives and genres, The Fruit Is There to Be Eaten is not a serial adaptation, as is Game of Thrones. It is an experimental serial inflected with trans-serial properties. Kanchi evolves into a postcolonial, transgender, ecological protagonist who can traverse postmodern worlds. Perhaps the witty producer in a pitch meeting might say that in its serial context, The Fruit Is There to Be Eaten is like a cross between two fantasy TV serials, still to be written: Transgender Peaks meets Kanchi Is the New Black. The “new black” is multifaceted and occupies multi-worlds in a post-space environment. ReferencesCreeber, Glen. Serial Television: Big Drama on the Small Screen. London: BFI, 2004.Godden, Rumer. 1939. Black Narcissus: A Virago Modern Classic. London: Hatchette Digital, 2013.———. A House with Four Rooms. New York: William Morrow, 1989. Hutcheon, Linda. A Theory of Adaptation. 2nd ed. New York: New York University Press, 2012.Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: New York University Press, 2006.———. “Transmedia, 202: Further Reflections.” Confessions of an Aca-Fan 1 Aug. 2011. 1 May 2012 <http://henryjenkins.org/blog/2011/08/defining_transmedia_further_re.html>.McHale, Brian. Postmodernist Fiction. London: Routledge, 1987.Powell, Michael. A Life in Movies: An Autobiography. London: Heinemann, 1986.Mittell, Jason. “Narrative Complexity in Contemporary American Television.” The Velvet Light Trap 58 (Fall 2006): 29-40. Street, Sarah. Black Narcissus. London: I.B. Tauris, 2005.FilmographyBlack Narcissus. Dirs. Michael Powell and Emeric Pressburger. Pinewood Studios, 1947.House of Women. Dir. Michelle Williams Gamaker. Cinema Suitcase, 2017.The Fruit Is There to Be Eaten. Dir. Michelle Williams Gamaker. Cinema Suitcase, 2018.The Eternal Return. Dir. Michelle Williams Gamaker. Cinema Suitcase, 2018-2019.

Longing on a large scale is what makes history.Don DeLillo, UnderworldIntroductionWhile the media industries have been rather thoroughly dissected for their capacity to generate enthusiasm through well-honed practices of marketing and patterns of consumerism, any analysis of the shift underway to capture and modulate the ‘enthusiastic’ and affective labour of media industry practitioners themselves may still have much to learn by reaching back to the long tradition in Western philosophy: a tradition, starting with the Greeks that has almost always contrasted enthusiasm with reason (Heyd). To quote Hume: “Hope, pride, presumption, a warm imagination, together with ignorance, are … the true sources of enthusiasm” (73). Hume’s remarks are contextualised in protestant theological debates of the 18th century, where enthusiasm was a term for a religious practice, in which God possesses the believer. Especially English preachers and theologians were putting considerable energy into demonising this far too ecstatic form of belief in god (Heyd). This ambivalent attitude towards enthusiasm time-travels from the Greeks and the Enlightenment period straight into the 20th century. In 1929, William Henry Schoenau, an early author of self-help literature for the white-collar worker, aimed to gain a wider audience with the title: “Charm, Enthusiasm and Originality - their Acquisition and Use”. According to him, enthusiasm is necessary for the success of the salesman, and has to be generated by techniques such as a rigorous special diet and physical exercises of his facial muscles. But it also has to be controlled:Enthusiasm, when controlled by subtle repression, results in either élan, originality, magnetism, charm or “IT”, depending on the manner of its use. Uncontrolled enthusiasm results in blaring jazz, fanaticism and recklessness. A complete lack of enthusiasm produces the obsequious waiter and the uneducated street car conductor. (7)Though William Henry Schoenau got rather lost in his somewhat esoteric take on enthusiasm – for him it was a result of magnetic and electric currents – we argue that Schoenau had a point: Enthusiasm is a necessary affect in many forms of work, and especially so in the creative industries. It has to be generated, it sometimes has to be enacted, and it has also to be controlled. However, we disagree with Schoenau in one important issue: For us, enthusiasm can only be controlled up to a certain degree. Enthusiasm in the Creative IndustriesSchoenau wrote for an audience of salesmen and ambitious managers. This was simultaneous with the rise of Fordism. Most labour in Fordism was routine labour with the assembly line as its iconic representation. In mass-production itself, enthusiasm was not needed, often not even wanted. Henry Ford himself noted dryly: “Why do I get a human being when all I want is a pair of hands” (Kane 128). It was reserved for few occupational groups situated around the core of the mass-produced economy, such as salesmen, inventors, and leaders like him. “Henry Ford had a burning enthusiasm for the motor car” (Pearle 196).In industrial capitalism enthusiasm on a larger scale was not for the masses. It could be found in political movements, but hardly in the realm of work. This was different in the first socialist state. In the 1920s and 1930s Soviet Union the leaders turned their experience in stimulating a revolutionary mindset into a formula for industrial development – famously documented in Dziga Vertov’s “Enthusiasm. Symphony of the Donbass”.In capitalist countries things changed with the crisis of Fordism. The end of mass production and its transformation to flexible specialisation (Piore/Sabel) prepared the ground for a revival of enthusiasm on a large scale. Post-industrial economies rely on permanent innovation. Now discourses in media, management, and academia emphasise the relevance of buzzwords such as flexibility, adaptability, change, youth, speed, fun, and creativity. In social science debates around topics such as the cultural economy (Ray/Sayers, Cook et al., du Gay/Pryke, Amin/Thrift), affective labour (Lazzarato, Hardt/Negri, Virno) and creative industries (Florida, Hartley) gained in momentum (for an interesting take on enthusiasm see Bröckling). Enthusiasm has become an imperative for most professions. Those who are not on fire are in danger of getting fired. Producing and Consuming EnthusiasmOur interest in enthusiasm as affective labour emerged in an ethnographic and experimental project that we conducted in 2003-2007 in London’s creative industries. The project brought together three industrial and one academic partner to produce a reality TV show tailor-made for IPTV (internet-protocol-based television). During this project we encountered enthusiasm in many forms. Initially, we were faced with the need to be enthusiastic, while we established the project coalition. To be convincing, we had to pitch the commercial potential of such a project enthusiastically to our potential partners, and often we had to cope with rejections and start the search and pitch again (Caldwell). When the project coalition was set up, we as academic partners managed the network. In the following two years we had to cope with our partner’s different directions, different rhythms and different styles of enthusiasm. The TV producer for example had different ways to express excitement than the new media firm. Such differences resulted in conflicts and blockades, and part of our task as project managers was to rebuild an enthusiastic spirit after periods of frustration. At the same time enthusiasm was one of the ingredients of the digital object that we produced: `Real’ emotions form the material of most reality TV shows (Grindstaff). Affects are for reality TV, what steel was for a Fordist factory. We needed an enthusiastic audience as part of the filmed material. There is thus a need to elicit, select, engineer and film such emotions. To this aim we engaged with the participants and the audience in complex ways, sometimes by distancing ourselves, other times by consciously manipulating them, and at even other times by sharing enthusiasm (similar processes in respect to other emotions are ethnographically described in Hesmondhalgh/Baker). Generating and managing enthusiasm is obviously a necessary part of affective labour in the creative industries. However, just as Hesmondhalgh/Baker indicate, this seemingly simple claim is problematic.Affective Labour as Practice‘Affective labour’ is a term that describes labour through its products: ‘A feeling of ease, well-being, satisfaction, excitement, or passion’ (Hardt/Negri 292-293). Thus, the term ‘affective labour’ usually describes a sector by the area of human endeavour, which it commodifies. But the concept looses its coherence, if it is used to describe labour by its practice (for an analogue argument see Dowling). The latter is what interests us. Such a usage will have to re-introduce the notion of the working subject. To see affective labour as a practice should enable us to describe in more detail, how enthusiasm shapes the becoming of a cultural object. Who employed affect when and what kinds of affects in which way? Analysing enthusiasm as social practice and affective labour usually brings about one of two contrasting perceptions. On the one hand one can celebrate enthusiasm – like Pekka Himanen – as one of the key characteristics for a new work ethic emerging alongside the Protestant Ethic. On the other hand we find critique of the need to display affects. Barbara Ehrenreich shows how a forced display of enthusiasm becomes a requirement for all office workers to survive in late capitalism. Judging from our experience these two approaches need to be synthesized: Much affective labour consists in the display of affects, in showing off, in pretending. On the other hand, enthusiasm can only realise its potential, if it is ‘real’ (as opposed to enacted).With Ehrenreich, Hochschild and many others we think that an analysis of affective labour as a practice needs to start with a notion of expression. Enthusiasm can be expressed through excited gestures, rapid movements, raised voices, eyes wide open, clapping hands, speech. For us it was often impossible to separate which expression was ‘genuine’ and which was enacted. Judging from introspection, it is probable that many actors had a similar experience to ours: They mixed some genuine enthusiasm with more or less enforced forms of re-enactment. Perhaps re-enactment turned to a ‘real’ feeling: We enacted ourselves into an authentic mood - an effect that is also described as “deep acting” (Grandey). What can happen inside us, can also happen in social situations. German philosopher Max Scheler went to substantial lengths to make a case for the contagiousness of affects, and enthusiasm is one of the most contagious affects. Mutual contagiousness of enthusiasm can lead to collective elation, with or without genuine enthusiasm of all members. The difference of real, authentic affects and enacted affects is thus not only theoretically, but also empirically rather problematic. It is impossible to make convincing claims about the degree of authenticity of an affect. However, it is also impossible to ignore this ambivalence. Both ‘authentic’ and ‘faked’ enthusiasm can be affective labour, but they differ hugely in terms of their productive capacities.Enthusiasm as Productive ForceWhy is enthusiasm so important in the first place? The answer is threefold. Firstly, an enthusiastic worker is more productive. He or she will work more intensively, put in more commitment, is likely to go the so-called extra mile. Enthusiasm can create a surplus of labour and a surplus of value, thus a surplus of productivity. Secondly enthusiasm is part of the creative act. It can unleash energies and overcome self-imposed limitations. Thirdly enthusiasm is future-oriented, a stimulus for investment, always risky. Enthusiasm can be the affective equivalent of venture capital – but it is not reified in capital, but remains incorporated in labour. Thus enthusiasm not only leads to an increase of productivity, it can be productive itself. This is what makes it to one of the most precious commodities in the creative industries. To make this argument in more detail we need to turn to one of the key philosophers of affect.Thinking Enthusiasm with SpinozaFor Spinoza, all affects are derivatives of a first basic drive or appetite. Desire/appetite is the direct equivalent of what Spinoza calls Conatus: Our striving to increase our power. From this starting point, Spinoza derives two basic affects: pleasure/joy and sadness/pain. Pleasure/joy is the result of an increase of our power, and sadness/pain is the result of its decrease. Spinoza explains all other affects through this basic framework. Even though enthusiasm is not one of the affects that Spinoza mentions, we want to suggest that Spinoza’s approach enables us to understand the productivity of enthusiasm. Enthusiasm is a hybrid between desire (the drive) and joy (the basic affect). Like hope or fear, it is future-oriented. It is a desire (to increase our power) combined with an anticipated outcome. Present and the future are tightly bound. Enthusiasm differs in this respect from its closest relatives: hope and optimism. Both hope and optimism believe in the desired outcome, but only against the odds and with a presumption of doubt. Enthusiasm is a form of ecstatic and hyper-confident hope. It already rewards us with joy in the present.With Spinoza we can understand the magical trick of future-oriented enthusiasm: To be enthusiastic means to anticipate an outcome of an increased power. This anticipation increases our power in the present. The increased power in the present can then be used to achieve the increased power in the future. If successful, it becomes a self-fulfilling prophecy. It is this future-orientedness, which can make enthusiasm productive. Actions and PassionsIn its Greek origin (‘enthousiasmos’) to be enthusiastic meant to be possessed or inspired by a god. An enthusiast was someone with an intense religious fervour and sometimes someone with an exaggerated belief in religious inspiration. Accordingly, enthusiasm is often connected to the devotion to an ideal, cause, study or pursuit. In late capitalism, we get possessed by different gods. We get possessed by the gods of opportunity – in our case the opportunities of a new technology like IPTV. Obsessions cannot easily be switched on and off. This is part of affective labour: The ability to open up and let the gods of future-oriented enthusiasm take hold of us. We believe in something not for the sake of believing, but for the sake of what we believe in. But at the same time we know that we need to believe. The management of this contradiction is a problem of control. As enthusiasm now constitutes a precious commodity, we cannot leave it to mere chance. Spinoza addresses exactly this point. He distinguishes two kinds of affects, actions and passions. Actions are what we control, passions are what controls us. Joy (= the experience of increased power of acting) can also weaken, if someone is not able to control the affection that triggered the joy. In such a case it becomes a passion: An increase of power that weakens in the long run. Enthusiasm is often exactly this. How can enthusiasm as a passion be turned into an action? One possible answer is to control what Spinoza calls the ‘ideas’ of the bodily affections. For Spinoza, affections (affectiones) ‘strike’ the body, but affect (affectus) is formed of both, of the bodily affectiones, but also of our ideas of these affectiones. Can such ideas become convictions, beliefs, persuasions? Our experience suggests that this is indeed possible. The excitement about the creative possibilities of IPTV, for example, was turned into a conviction. We had internalised the affect as part of our beliefs. But we had internalised it for a prize: The more it became an idea the more stable it got, but the less it was a full, bodily affect, something that touched our nervous system. We gained power over it for the price that it became less powerful in its drive.Managing the UnmanageableIn all institutions and organisations enthusiasm needs to be managed on a regular basis. In project networks however the orchestration of affects faces a different set of obstacles than in traditional organizations. Power structures are often shifting and not formally defined. Project partners are likely to have diverging interests, different expectations and different views on how to collaborate. What might be a disappointing result for one partner can be a successful result for another one. Differences of interest can be accompanied by differences of the expression of enthusiasm. This was clearly the case in our project network. The TV company entered a state of hype and frenzy while pitching the project. They were expressing their enthusiasm with talk about prominent TV channels that would buy the product, and celebrities who would take part in the show. The new media company showed its commitment through the development of beautifully designed time plans and prototypes – one of them included the idea to advertise the logo of the project on banners placed on airplanes. This sort of enthusiastic presentation led the TV producer to oppose the vision of the new media’s brand developer: She perceived this as an example of unrealistic pipe dreams. In turn the TV producer’s repeated name-dropping led other partners to mistrust them.Timing was another reason why it seemed to be impossible to integrate the affective cohorts of all partners into one well-oiled machine. Work in TV production requires periods of heightened enthusiasm while shooting the script. Not surprisingly, TV professionals save up their energy for this time. In contrast, new media practitioners create their products on the go: hype and energy are spread over the whole work process. Their labour becomes materialised in detailed plans, concepts, and prototypes. In short, the affective machine of a project network needs orchestration. This is a question of management.As this management failed so often in our project, we could discover another issue in the universe of enthusiasm: Disappointed high spirits can easily turn into bitterness and hostility. High expectations can lead to a lack of motivation and finally to a loss of loyalty towards the product and towards other project partners. Thus managing enthusiasm is not just about timing. It is also about managing disappointment and frustration. These are techniques, which have to be well developed on the level of the self-management as well as group management.Beyond the ProjectWe want to conclude this paper with a scene that happened at the very end of the project. In a final meeting, all partners agreed – much to our surprise – that the product was a big success. At that time we as academic partners found this irritating. There were many reasons why we disagreed: we did not produce a new format, we did not get positive user feedback, and we could not sell the show to further broadcasters (our original aims). However, all of this did not seem to have any impact on this final assessment. At the time of the meeting this looked for us like surreal theatre. Looking back now, this display of enthusiasm was indeed perhaps a ‘rational’ thing to do. Most projects and products in the creative industries are not successful on the market (Frith). To recreate the belief that one will eventually be successful (McRobbie) seems to be the one task of affective labour that stands out at the end of the lifecycle of many creative project networks.References Amin, Ash, and Nigel Thrift, eds. The Blackwell Cultural Economy Reader. Oxford: Blackwell, 2004.Broeckling, Ulrich. “Enthusiasten, Ironiker, Melancholiker. Vom Umgang mit der unternehmerischen Anrufung.” Mittelweg 36.4 (2008): 80-86.Caldwell, John Thornton. Production Culture: Industrial Reflexivity and Critical Practice in Film and Television. Durham, NC: Duke UP, 200. Cook, Ian, et al., eds. Cultural Turns/Geographical Turns. Harlow: Prentice Hall, 2000.Dowling, Emma. “Producing the Dining Experience: Measure, Subjectivity and the Affective Worker.” Ephemera 7 (2007): 117-132.Ehrenreich, Barbara. Bait and Switch: The Futile Pursuit of the Corporate Dream. London: Granta, 2005.Florida, Richard. The Rise of the Creative Class. New York: Basic Books, 2002.Du Gay, Paul. and Michael Pryke, eds. Cultural Economy. Cultural Analysis and Commercial Life. London: Sage, 2002.Grandy, Alicia. “Emotion Regulation in the Workplace: A New Way to Conceptualise Emotional Labour.” Journal of Occupational Health Psychology 5 (2000): 95-110.Grindstaff, Laura. The Money Shot: Trash, Class, and the Making of TV Talk Shows. Chicago: U of Chicago P, 2002.Hartley, John, ed. Creative Industries. Malden, MA: Blackwell, 2005.Hesmondhalgh, David, and Sarah Baker. “Creative Work and Emotional Labour in the Television Industry.” Theory, Culture and Society 25.5 (2008): 97-119.Heyd, Michael. “Be Sober and Reasonable." The Critique of Enthusiasm in the Seventeenth and Early Eighteenth Centuries. Leiden: E.J. Brill, 1995.Himanen, Pekka. The Hacker Ethic. London: Random House, 2002.Hume, David. “Of Superstition and Enthusiasm.” Essays, Moral Political and Literary, I.X.3. Indianapolis: Liberty Fund, 1742/1987.Johnson, Gregory. “The Tree of Melancholy. Kant on Philosophy and Enthusiasm.” Kant and the New Philosophy of Religion. Eds. Chris L. Firestone and Stephen R. Palmquist. Bloomington: Indiana UP, 2006. 43-61.Kane, Pat. The Play Ethic: A Manifesto for a Different Way of Living. London: Pan Books, 2005.Lazzarato, Maurizio. "Verwertung und Kommunikation." Umherschweifende Produzenten. Eds. Negri et al., Berlin: ID Verlag, 1998.Lutz, Burkart. Der kurze Traum immerwährender Prosperität: Eine Neuinterpretation der industriell-kapitalistischen Entwicklung im Europa des 20. Jahrhunderts. Frankfurt a.M.: Campus, 1984.Mandel, Ernest. Late Capitalism. London, 1978.McRobbie, Angela. “From Holloway to Hollywood: Happiness at Work in the Cultural Economy.” Cultural Economy: Cultural Analysis and Commercial Life. Eds. Paul du Gay and M. Pryke. London: Sage, 2001. 97-114.Pearle, Norman V. Enthusiasm Makes the Difference. Worl's Work: Kingswood and London, 1967.Piore, Michael, and Charles Sabel. Das Ende der Massenproduktion. Studie über die Requalifizierung der Arbeit und die Rückkehr der Ökonomie in die Gesellschaft. Frankfurt: Fischer, 1985.Ray, Larry, and Andrew Sayer, eds. Culture and Economy after the Cultural Turn. London: Sage, 1999.Reich, Robert. The Work of Nations: Preparing Ourselves for 21st-Century Capitalism. New York: Knopf, 1991.Scheler, Max. Wesen und Formen der Sympathie. Gesammelte Werke, VII. Bonn: Bouvier, 1973 [1913].Schoenau, William H. Charm, Enthusiasm and Originality: Their Acquisition and Use. Los Angeles: Eln Publishing, 1929.Spinoza, Baruch. Ethics. The Collected Works of Spinoza I, trans. E. Curley. Princeton, N.J.: Princeton UP, 1985. Virno, Paolo. A Grammar of the Multitude. For an Analysis of Contemporary Forms of Life. Los Angeles: Semiotext(e), 2004.

Cut In 1964, William S. Burroughs' Nova Express is published. Part of the trilogy of books Burroughs wrote in the early 1960s (The Soft Cell and The Ticket That Exploded are the other two), Nova Express explores the problems that technology creates in the information age; and the ways in which language and thought have come under the influence of mass media. The book begins with a broad declaration against consumerism and corporate control: Listen all you boards syndicates and governments of the earth. And you powers behind what filth deals consummated in what lavatory to take what is not yours. To sell the ground from unborn feet forever - "For God's sake don't let that Coca-Cola thing out -" (Nova Express 3) Rather than opt for conventional narrative as a means of uncovering the problems ideology brings with media-driven mass consumption, in the early '60s, Burroughs develops a method of writing he calls "the cut-up". The cut-up method entails taking a page of writing (a newspaper, a poem, a novel, an advertisement, a speech) and cutting it down the middle twice so that four sections remain. One then rearranges the sections in random order to create a new page. Variations of the four section cut are permissible and can lead to further juxtapositions. The purpose of the cut-up is to disclose ideological positions within media, to recontextualise the language of media often taken for granted as natural and not as a socially and economically constructed act. Information has become addictive, Burroughs says, invoking the junkie as a metaphor for mass consumption. Its addictive state leads to hallucinations, distortions of what is real and what is illusion; what do we need to live, and what do we buy for mere consumption. The scanning pattern we accept as "reality" has been imposed by the controlling power on this planet, a power primarily oriented towards total control - In order to retain control they have moved to monopolize and deactivate the hallucinogen drugs by effecting noxious alternations on a molecular level. (Nova Express 53) The cut-up provides a means to combat the "junky" in us all by revealing the powers of technology. In the end, the cut-up leads to a collagist practice of juxtaposition. As Burroughs and collaborator Byron Gysin explained in a later work, The cut-up method brings to writers the collage, which has been used by painters for fifty years. And used by the moving and still camera. In fact all street shots from movie or still cameras are by the unpredictable factors of passersby and juxtaposition cut-ups (Burroughs and Gysin 29). Through its structure, Nova Express is a lesson in making cut-ups, a demonstration of how power might be undermined in the digital age. Paste In 1964, the Center for Contemporary Cultural Studies at Birmingham began. Influenced by Raymond Williams' 1958 Culture and Society, the Birmingham School legitimized the reading of popular culture as a means to uncovering dominant ideologies and power structures within institutional systems. In particular, the center proposed structuring scholasticism so that the study of media texts would allow for the questioning of social and political practices. The Birmingham school advised that curriculae supplement their agendas with the question of class; the complex relationships between power, which is an easier term to establish in the discourses of culture than exploitation, and exploitation; the question of a general theory which could, in a critical way, connect together in a critical reflection different domains of life, politics, and theory, theory and practice, economic, political ideological questions, and so on; the notion of critical knowledge itself and the production of critical knowledge as a practice. (Hall 279) One of the Birmingham School's first works was Stuart Hall and Paddy Whannel's Popular Arts, which searched out ways to teach media. In particular, Hall and Whannel viewed popular culture as a place to teach the power of ideology. There is, in fact, a growing recognition that the media of mass communication play such a significant role in society, and especially in the lives of young people, that the school must embrace the study of their organization, content, and impact. But there is little agreement about how such studies should be carried out. Just what shall be studied? With what precise purpose? In what relationship to the established subjects? Ultimately the answer will depend upon our attitude towards these media, our social thinking about the kind of society in which they wield their influence and, in particular, our response to the things the media offer - individual films, television programmes, popular songs, etc. (Hall and Whannel 21) Today, the Birmingham School is recognised as the beginning of contemporary cultural studies. It answers Hall and Whannel by using texts from popular culture to uncover the semiotic cultural codes that make up popular discourse. These methods shed light on how supposedly naturally constructed messages contain deeper meanings and purposes. Mix In 1964, DJ Alan Freed was convicted of tax evasion as a result of his involvement in the payola record business scandal of 1962. Considered one of the first rock and roll DJs, Freed is often credited for breaking ‘50s racial barriers by playing African-American music on the airwaves and hosting largely attended African-American dances and concerts. Even though Freed didn't invent the phrase "rock and roll," he credited himself with the term's introduction into music vocabulary, a myth-making act with far reaching implications. As critic Nick Tosch writes: "Though he was certainly not the first who had done so; he was only the most influential of those who had - Freed [had] rinsed the Dixie Peach from its image, rendering it more agreeable to the palate of a greater public" (Tosch 9). In the same year of Freed's conviction, another legendary DJ, Murray the K, found fame again by following the Beatles around on their 1964 North American tour. Murray the K had been popular in the late '50s for "his wild stammering of syllables, fragments of words, black slang, and meaningless, rhythmical burbling" to make transitions between songs (Poschardt 75). Mass copying of Murray the K's DJ stylings led to his redundancy. When New Journalist Tom Wolfe rediscovered the DJ tagging along with the Beatles, he became intrigued, describing him as "the original hysterical disk jockey": Murray the K doesn't operate on Aristotelian logic. He operates on symbolic logic. He builds up an atmosphere of breathless jollification, comic hysteria, and turns it up to a pitch so high it can hypnotize kids and keep them frozen. (Wolfe 34) While Freed introduced African-American culture to mainstream music, Murray the K's DJing worked from a symbolic logic of appropriation: sampled sounds, bits and pieces of eccentric outtakes used as vehicles to move from song to song. Both Freed and Murray the K, however, conceived the idea of the DJ as more than a spinner of records. They envisioned the DJ as a form of media, a myth maker, a composer of ideas through sounds and politics. In a sense, they saw their work as disseminating social commentary on '60s racial politics and ideology, working from a fairly new innovation: the rock and roll record. Their DJ work became the model for contemporary hip hop artists. Instead of considering isolated train whistles or glass crashing (the technique of Murray the K) as sources for sampling, contemporary DJs and digital samplers cut and paste fragments from the history of popular music in order to compose new works, compositions which function as vehicles of cultural critique. Groups like Public Enemy and The Roots utilise their record collections to make political statements on drug usage, economic problems within the African-American community, and racism. For Tricia Rose, these artists are the cultural studies writers of the digital age. "Rappers are constantly taking dominant discursive fragments and throwing them into relief, destabilizing hegemonic discourses and attempting to legitimate counterhegemonic interpretations." (Rose 102) Remix The juxtaposition of these three events in 1964 marks an interesting place to consider the potential for new media and cultural studies. Such a juxtaposition answers the calls of Lawrence Grossberg, Cary Nelson, and Paula Treichler in their introduction to Cultural Studies, a collection of essays from the 1970s and 1980s. The editors suggest that cultural studies can be thought of, in some ways, as a collagist practice. The methodology of cultural studies provides an equally uneasy marker, for cultural studies in fact has no distinct methodology, no unique statistical, ethnomethodological, or textual analysis to call its own. Its methodology, ambiguous from the beginning, could best be seen as a bricolage. (2) For these editors, "Cultural studies needs to remain open to unexpected, unimagined, even uninvited possibilities" (3). To consider cultural studies from the perspective of 1964 is to evoke the unexpected, the unimagined, and the uninvited. It is to resituate the demands of cultural study within the context of new media - the legacy of Burroughs' cut-up reborn in the digital sampler. In response to the editors of Cultural Studies, I propose the practice of temporal juxtaposition as a way of critical writing. My initial juxtaposition of 1964 asserts that to teach such a practice, one must teach cutting and mixing. The Break The break, as a DJ method, is "any short captured sound whatsoever" (Eshun 14). The break motivates digital sampling; it provides the points from which samplers appropriate past works into their own: "Break beats are points of rupture in their former contexts, points at which the thematic elements of a musical piece are suspended and the underlying rhythms brought center stage. In the early stages of rap, these break beats formed the core of rap DJs' mixing strategies" (Rose 73-74). Breaks are determined by how DJs produce cuts in previously recorded music. "The cut is a command, a technical and conceptual operation which cuts the lines of association" (Eshun 16). For William Burroughs, cuts create shock in readers; they are tools for destroying ideology. "Once machine lines are cut, the enemy is helpless" (Ticket That Exploded 111). In Nova Express, Burroughs issues the command, "Cut word lines" (62). And in Naked Lunch, the cut provides a set of reading instructions, a way for readers to uncover Burroughs' own ideological positions. You can cut into Naked Lunch at any intersection point . . . I have written many prefaces. . . Naked Lunch is a blueprint, a How-To Book. (Naked Lunch 224 For Roland Barthes, a major influence on the founding of the Birmingham School, the How-To functioned as a place for cultural critique. Barthes felt that semiotic analysis could break ideological positions constructed in popular culture. Barthes used the How-To as one example of what he called mythologies, items of popular culture assumed to be natural but latent with ideological meanings. He treated the how-to tourist guide (how to enjoy yourself on vacation) as one such place for further analysis. The good natured image of "the writer on holiday" is therefore no more than one of these cunning mystifications which the Establishment practices the better to enslave its writers. (Barthes 30) Mythologies has inspired contemporary cultural studies. Dick Hebdige states that through Barthes' work, "It was hoped that the invisible temporary seam between language, experience and reality could be located and prised open through a semiotic analysis" (Hebdige 10). My juxtapositions of 1964, however, tell me that the How-To for cultural studies is cutting and pasting, not hermeneutical or semiotic analysis (i.e. What does this mean? What do these codes reveal?), which have long been cultural studies' focus. 1964 updates cultural studies practices by reinventing its methods of inquiry. 1964 forces academic study to ask: How would a contemporary cultural critic cut into cultural texts and paste selections into a new media work? The Sample Cuts and breaks become samples, authorial chosen selections. My sample comes from Walter Benjamin, an early DJ of media culture who discovered in 19th century Paris a source for a new compositional practice. Benjamin's unfinished Arcades project proposed that the task of the writer in the age of mechanical reproduction is to become a collector. "The collector was the true inhabitant of the interior" (Benjamin 168). Benjamin felt that the "poets find their refuse on the street" (79) preempting William Gibson's now often cited remark, "the street finds its own use for things" (Gibson 186) and modern DJs who build record collections by rummaging bargain street sales. I find in Benjamin's work a place to sample, a break for cutting into Burroughs' nova method. "The basic nova mechanism is very simple: Always create as many insoluble conflicts as possible and always aggravate existing conflict - This is done by dumping life forms with incompatible conditions of existence on the same planet" (Nova Express 53). Like Burroughs, Benjamin expressed interest in the ideological conflicts created through juxtaposition. His collections of the Parisian Arcades led to a cultural history different from that of the Frankfurt School. The Arcades' juxtapositions of consumer goods and artifacts opposed the Frankfurt School's understandings of Marxism and methods of critique. The conflict I create is that of incorporating the concerns of cultural studies into media study as an alternative practice. This practice is a system of sampling, cutting, breaking, and pasting. What might initially seem incompatible to cultural studies, I propose as a method of critique. My initial juxtaposition of 1964 becomes the first step towards doing so: I critique current cultural studies' methods of semiotic and hermeneutical analysis by way of the cut and mix I create. This Benjamin sample is pasted onto the Networked Writing Environment (NWE) at the University of Florida where I teach media classes in one of several computer networked classrooms. Working from a sampled Benjamin and the juxtaposition of the previously described temporal events of 1964, I see a place to rethink new media and cultural studies. The NWE's graphical user interface completes the cut. Our Unix operating system uses X Windows for desktop display. The metaphor of the X, the slash, the cut, becomes a place to rethink what cultural studies admits to be a cut-up, or a non-unified practice (as stated by Grossberg et al). The X also recalls the crossroads, the iconic marker of the place of decision. Standing at the crossroads, I envision the blues song of the same name, which in 1964 was cut from its Robert Johnson origins and remixed as a new recording by the Yardbirds. This decision shifts the focus of media study to cultural collections, their juxtapositions, and the alternative understandings that surface. The tools of technology (like those we use in the NWE: the Web, MOO, and e-mail) cut the structural dominance of critique and encourage us to make new pedagogical decisions, like juxtaposing a William Burroughs novel with the founding of the Birmingham School with the rise of the DJ. Putting these practices into the mix, we redefine cultural critique. 1964, then, is the place where cultural mixing begins. References Barthes, Roland. Mythologies. New York: Hill and Wang, 1957. Benjamin, Walter. Charles Baudelaire: A Lyric Poet in the Era of High Capitalism. Harry Zohn trans. London: NLB, 1973. Burroughs, William S. Naked Lunch. New York: Grove, 1982 (1959). _________________. Nova Express. New York: Grove, 1992 (1964). _________________. The Ticket That Exploded. New York: Grove, 1987 (1962). Burroughs, William S. and Byron Gysin. The Third Mind. New York: Viking Press, 1978. Eshun, Kodwo. More Brilliant Than the Sun. London: Quartet, 1999. Gibson, William. "Burning Chrome." Burning Chrome. New York: Ace Books, 1981. Grossberg, Lawrence, Cary Nelson, and Paula Treichler, eds. Cultural Studies. London: Routledge, 1992. Hall, Stuart. "Theoretical Legacies." Cultural Studies. Hall, Stuart and Paddy Whannel. The Popular Arts. New York: Pantheon, 1964. Hebdige, Dick. Subculture: The Meaning of Style. London and New York: Routledge, 1979. Poschardt, Ulf. DJ Culture. London: Quartet, 1998. Rose, Tricia. Black Noise: Black Music and Black Culture in Contemporary America.Hanover: Wesleyan University Press, 1994. Tosch, Nick. Unsung Heroes of Rock and Roll. New York: Da Capo Press, 1999. Wolfe, Tom. "The Fifth Beatle." The Kandy Kolored Tangerine Flake Streamlined Baby. New York: Pocket Books, 1965.

In the heady expansion of capital’s productive capacity during the post-war period, E.P. Thompson wondered optimistically at potentials accruing to humanity by accelerating automation. He asked, “If we are to have enlarged leisure, in an automated future, the problem is not ‘how are men going to be able to consume all these additional time-units of leisure?’ but ‘what will be the capacity for experience of the men who have this undirected time to live?’” (Thompson 36). Indeed, linear and economistic variants of Marxian materialism have long emphasised that the socialisation of production by the use of machinery will eventually free us from work. At the very least, the underemployment produced by the automation of pivotal labour roles is supposed to create a political subject capable of agitating successfully against bourgeois and capitalist hegemony. But contrary to these prognostications, the worker of 2019 is caught up in a process of generalising work far beyond what is considered necessary by tradition, or at least the convention of what David Harvey calls “embedded liberalism” (11). As Anne Helen Peterson wrote in a recent Buzzfeed article,even the trends millennials have popularized — like athleisure — speak to our self-optimization. Yoga pants might look sloppy to your mom, but they’re efficient: you can transition seamlessly from an exercise class to a Skype meeting to child pickup. We use Fresh Direct and Amazon because the time they save allows us to do more work. (Peterson)For the work-martyr, activity in its broadest Aristotelian sense is evaluated by and subordinated to the question of efficiency and productivity. Occupations of time that were once considered external to “work” as matters of “life” (to use Kathi Weeks’s vocabulary) are reconceived as waste when not deployed in the service of value-generation (Weeks 15).The point here, then, is to provide some answers for why the decrease in socially-necessary labour time in an age of automation has not coincided with the Thompsonian expansion of free time. The current dilemma of the neoliberal “work-martyr” is traceable to the political responses generated by crises in production during the depression and the stagflationary disaccumulation of the 1960s-70s, and the major victory in the “battle for ideas” was the transformation of the political subject into human capital. This “intensely constructed and governed” suite of possible values is tasked, according to Wendy Brown, “with improving and leveraging its competitive positioning and with enhancing its (monetary and nonmonetary) portfolio value across all of its endeavours and ventures” (Brown 10). Connecting the creation of this subject in relation to personal or free time is important partly because of time’s longstanding importance to philosophies of subjectivity. But more to the point, the focus on time is important because it serves to demonstrate the economic foundations of the incursion of capitalist governance into the most private domains of existence. Against the criticism of Marx’s ‘abstract’ theory of value, one can see that the laws of capitalist accumulation make their mark in all parts of contemporary human being, including temporality. By tracing the emergence of afterwork as the unpaid continuation of the accumulation of value, one can show how each subject increasingly ‘lives’ capital. This marks a turning point in political economy. When work spills over a temporal limit, its relationship to reproduction is finally blurred to the point of indistinction. What this means for value-creation in 2019 is something in urgent need of critique.State ReproductionAccording to the Marxian theory, labour’s minimum cost is abstractly determined by the price of the labourer’s necessities. Once they have produced enough objects of value to cover these costs, the rest of their work is surplus value in the hands of the capitalist. The capitalist’s aim, then, is to extend the overall working-day for as long beyond the minimum as possible. Theoretically, the full 24 hours of the day may be used. The rise of machine production in the 19th century allowed the owners to make this theory a reality. The only thing that governed the extension of work-time was the physical minimum of labour-power’s reproduction (Marx 161). But this was on the provision that all the labourer’s “free” time was to be spent regrouping their energies. Anything in excess of this was a privilege: time wasted that could have been spent in the factory. “If the labourer consumes his disposable time for himself”, says Marx, “he robs the capitalist” (162).This began to change with the socialisation of the work process and the increase in technical proficiency that labour demanded in early 20th-century industry. With the changes in the sophistication of the manufacture process, the labourer came to be factored in the production process less as an “appendage of the machine” and more as a collection of decisive skills. Fordism based itself around the recognition that capital itself was “dependent on a family-based reproduction” (Weeks 27). In Ford’s America, the sense that work’s intensity might supplant losses in the working day propelled owners of production to recognise the economic need of ensuring a robust culture of social reproduction. In capital’s original New Deal, Ford provided an increase in wages (the Five Dollar Day) in exchange for a rise in productivity (Dalla Costa v). To preserve the increased rhythm of industrial production required more than a robust wage, however. It required “the formation of a physically efficient and psychologically disciplined working class” (Dalla Costa 2). Companies began to hire sociologists to investigate how workers spent their spare time (Dalla Costa 8). They led the charge in a what we might call the first “anthropological revolution” of the American 20th century, whereby the improved wage of the worker was underpinned by the economisation of their reproduction. This was enabled by the cheapening of social necessities (and thus a reduction in socially-necessary labour time) in profound connection to the development of household economy on the backs of unpaid female labour (Weeks 25).This arrangement between capital and labour persisted until 1929. When the inevitable crisis came, however, wages faltered, and many workers joined the ranks of the unemployed. Unable to afford even the basics of their own reproduction, the working-class looked to the state. They created political and social pressure through marches, demonstrations, attacks on shops and the looting of supply trucks (Dalla Costa 40). The state held out against them, but the crisis in production eventually reached such a point of intensity that the government was forced to intervene. Hoover instituted the Emergency Relief Act and Financial Reconstruction Corporation in 1932. This was expanded the following year by FDR’s New Deal, transforming Emergency Relief into a federal institution and creating the Civil Works Association to stimulate the job market (Dalla Costa 63). The security of the working class was decisively linked to the state through the wage guarantees, welfare measures and even the legal guarantee of collective bargaining.For the most part, the state’s intervention in social reproduction took the pressure off industry by ensuring that the workforce would remain able to handle its burdens and that the unemployed would remain employable. It guaranteed a minimum wage for the employed to ensure that demand didn’t collapse, and provided care outside the workforce to women, children and the elderly.Once the state took responsibility for reproduction, however, it immediately became interested in how free time could be made efficient and cost effective. Abroad, they noted the example of European statist and corporativist approaches. Roosevelt sent a delegation to Europe to study the various measures taken by fascist and United Front governments to curb the effects of economic crisis (Dogliani 247). Among these was Mussolini’s OND (Opera Nazionale Dopolavoro) which sought to accumulate the free time of workers to the ends of production. Part of this required the responsibilisation of the broader community not only for regeneration of labour-power but the formation of a truly fascist political subject.FDR’s social reform program was able to reproduce this at home by following the example of workers’ community organisation during the depression years. Throughout the early ‘30s, self-help cooperatives, complete with “their own systems of payment in goods or currency” emerged among the unemployed (Dalla Costa 61). Black markets in consumer goods and informal labour structures developed in all major cities (Dalla Costa 34). Subsistence goods were self-produced in a cottage industry of unpaid domestic labour by both men and women (Dalla Costa 71). The paragon of self-reproducing communities was urbanised black Americans, whose internal solidarity had saved lives throughout the depression. The state took notice of these informal economies of production and reproduction, and started to incorporate the possibility of community engineering into their national plan. Roosevelt convened the Civilian Conservation Corps to absorb underemployed elements of the American workforce and recover consumer demand through direct state sponsorship (wages) (Dogliani, 247). The Committee of Industrial Organisation was transformed into a “congress” linking workers directly to the state (Dalla Costa 74). Minium wages were secured in the supreme court in 1937, then hiked in 1938 (78). In all, the state emerged at this time as a truly corporativist entity- the guarantor of employment and of class stability. From Social Reproduction to Human Capital InvestmentSo how do we get from New Deal social engineering to yoga pants? The answer is deceptively simple. The state transformed social reproduction into a necessary part of the production process. But this also meant that it was instrumentalised. The state only had to fund its workforce’s reproduction so long as this guaranteed productivity. After the war, this was maintained by a form of “embedded liberalism” which sought to provide full employment, economic growth and welfare for its citizens while anchoring the international economy in the Dollar’s gold-value. However, by providing stable increases in “relative value” (wages), this form of state investment incentivised capital flight and its spectacular consequent: deindustrialisation. The “embedded liberalism” of the state-capital-labour compromise began to breakdown with a new crisis of accumulation (Harvey 11-12). The relocation of production to non-union states and decolonised globally-southern sites of hyper-exploitation led to an ‘urban crisis’ in the job market. But as capitalist expansion carried on abroad, inflation kept dangerous pace with the rate of unemployment. This “stagflation” put irresistible pressure on the post-war order. The Bretton-Woods policy of maintaining fixed interest rates while pinning the dollar to gold was abandoned in 1971 and exchange rates were floated all over the world (Harvey 12). The spectre of a new crisis loomed, but one which couldn’t be resolved by the simple state sponsorship of production and reproduction.While many solutions were offered in place of this, one political vision singled out the state’s intervention into reproduction as the cause of the crisis. The ‘neoliberal’ political revolution began at the level of individual groups of capitalist agitants seeking governmental influence in a crusade against communism. It was given its first run on the historical pitch in Chile as part of the CIA-sponsored Pinochet revanchism, and then imported to NYC to deal with the worsening urban crisis of the 1970s. Instead of focusing on production (which required state intervention to proceed without crisis), neoliberal theory promulgated a turn to monetisation and financialisation. The rule of the New York banks after they forced the City into near-bankruptcy in 1975 prescribed total austerity in order to make good on its debts. The government was forced by capital itself to withdraw from investment in the reproduction of its citizens and workers. This was generalised to a federal policy as Reagan sought to address the decades-long deficit during the early years of his presidential term. Facilitating the global flow of finance and the hegemony of supranational institutions like the IMF, the domestic labour force now became beholden to an international minimum of socially-necessary labour time. At the level of domestic labour, the reduction of labour’s possible cost to this minimum had dramatic consequences. International competition allowed the physical limitations of labour to, once again, vanish from sight. Removed from the discourse of reproduction rights, the capitalist edifice was able to focus on changing the ratio of socially necessary labour to surplus. The mechanism that enabled them to do so was competition among the workforce. With the opening of the world market, capital no longer had to worry about the maintenance of domestic demand.But competition was not sufficient to pull off so grand a feat. What was required was a broader “battle of ideas”; the second anthropological revolution of the American century. The protections that workers had relied upon since the Fordist compromise and the corporativist solution eroded as the new “class-power” of the bourgeoisie levelled neoliberal assaults against associated labour (Harvey 23). While unions were gradually disempowered to fight the inevitable tide of deindustrialisation and capital flight, individual workers were coddled by a stream of neoliberal propaganda promising “Freedom” to those who would leave the stifling atmosphere of collective association. The success of this double enervation crippled union power, and the capitalist could rely increasingly on internal workplace wage stratification to regulate labour at an enterprise level (Dalla Costa 25). Incentive structures transformed labour rights into privileges; imagining old entitlements as concessions from above. In the last thirty years, the foundation of worker protections at large has, according to Brown, become illegible (Brown 38).Time and ValueThe reduction of time needed to produce has not coincided with an expansion of free time. The neoliberal anthropological revolution has wormed its way into the depth of the individual subject’s temporalising through a dual assault on labour conditions and propaganda. The privatisation of reproduction means that its necessary minimum is once again the subject of class struggle. Time spent unproductively outside the workplace now not only robs the capitalist, but the worker. If an activity isn’t a means to increase one’s “experience” (the vector of employability), it is time poorly spent. The likelihood of being hired for a job, in professional industries especially, is dependent on your ability to outperform others not only in your talents and skills, but in your own exploitability. Brown points out that the groups traditionally defined by the “middle strata … works more hours for less pay, fewer benefits, less security, and less promise of retirement or upward mobility than at any time in the past century” (Brown 28-29).This is what is meant by the transformation of workers into ‘human capital’. As far as the worker is concerned, the capitalist no longer purchases their labour-power: they purchase the sum of their experiences and behaviours. A competitive market has emerged for these personality markers. As a piece of human capital, one must expend one’s time not only in reproduction, but the production of their own surplus value. Going to a play adds culture points to your brand; speaking a second language gives you a competitive edge; a robust Instagram following is the difference between getting or missing out on a job. For Jess Whyte, this means that the market is now able to govern in place of the state. It exercises a command over people’s lives in and out of the workplace “which many an old tyrannical state would have envied” (Whyte 20).There is a question here of change and continuity. A survey of the 20th century shows that the reduction of ‘socially necessary labour time’ does not necessarily mean a reduction in time spent at work. In fact, the minimum around which capitalist production circulates is not worktime but wages. It is only at the political level that the working class prevented capital from pursuing this minimum. With the political victory of neoliberalism as a “restoration of class power” to the bourgeoisie, however, this minimum becomes a factor at the heart of all negotiations between capital and labour. The individual labourer lying at the heart of the productive process is reduced to his most naked form: human capital. This capital must spend all its time productively for its own benefit. Mundane tasks are avoidable, as stipulated by the piece of human capital sometimes known as Anne Helen Peterson, if they “wouldn’t make my job easier or my work better”. People are never really after-work under neoliberalism; their spare time is structurally adjusted into auxiliary labour. Competition has achieved what the state could never have dreamed of: a total governance of spare hours. This governance unites journalists tweeting from bed with Amazon workers living where they work, not to mention early-career academics working over a weekend to publish an article in an online journal that is not even paying them. These are all ways in which the privatisation of social reproduction transforms afterwork into unpaid overtime.ReferencesBrown, Wendy. Undoing the Demos: Neoliberalism’s Stealth Revolution. New York: Zone Books, 2015.Dalla Costa, Maria. Family, Welfare, and the State: Between Progressivism and the New Deal. Brooklyn: Common Notions, 2015.Harvey, David. A Brief History of Neoliberalism. Oxford: Oxford UP, 2005.Engels, Friedrich, and Karl Marx. The Marx-Engels Reader. Ed. R.C. Tucker. New York: Norton, 1978.Marx, Karl. Capital: A Critical Analysis of Capitalist Production. Vol. 1 and 2. Trans. E. Aveling and E. Untermann. Hertfordshire: Wordsworth Classics of World Literature, 2013.Peterson, Anne Helen. “How Millennials Became the Burnout Generation.” Buzzfeed. 10 Oct. 2019 <https://www.buzzfeednews.com/article/annehelenpetersen/millennials-burnout-generation-debt-work>.Postone, Moishe. Time, Labour and Social Domination. Cambridge: Cambridge UP, 1993.Thompson, E.P. “Time, Work-Discipline, and Industrial Capitalism.” In Stanley Aronowitz and Michael J. Roberts, eds., Class: The Anthology. Hoboken: Wiley, 2018.Wang, Jackie. Carceral Capitalism. Los Angeles: Semiotext(e), 2018.Weeks, Kathi. The Problem with Work: Feminism, Marxism, Antiwork Politics, and Postwork Imaginaries. Durham: Duke UP, 2011.Whyte, Jessica. “The Invisible Hand of Friedrich Hayek: Submission and Spontaneous Order.” Political Theory (2017): 1-29.

This article proposes that the growing popularity of reality television in the southernmost state of India, Kerala – disseminated locally and throughout the Indian diaspora – is not the product of an innocuous nostalgia for a fast-disappearing regional identity but rather a spectacular example of an emergent ideology that displaces cultural memory, collective identity, and secular nationalism with new, globalised forms of public sentiment. Further, it is arguable that this g/local media culture also displaces hard-won secular feminist constructions of gender and the contemporary modern “Indian woman.” Shows like Idea Star Singer (hereafter ISS) (Malayalam [the language spoken in Kerala] television’s most popular reality television series), based closely on American Idol, is broadcast worldwide to dozens of nations including the US, the UK, China, Russia, Sri Lanka, and several nations in the Middle East and the discussion that follows attempts both to account for this g/local phenomenon and to problematise it. ISS concentrates on staging the diversity and talent of Malayalee youth and, in particular, their ability to sing ‘pitch-perfect’, by inviting them to perform the vast catalogue of traditional Malayalam songs. However, inasmuch as it is aimed at both a regional and diasporic audience, ISS also allows for a diversity of singing styles displayed through the inclusion of a variety of other songs: some sung in Tamil, some Hindi, and some even English. This leads us to ask a number of questions: in what ways are performers who subscribe to regional or global models of televisual style rewarded or punished? In what ways are performers who exemplify differences in terms of gender, sexuality, religion, class, or ability punished? Further, it is arguable that this show—packaged as the “must-see” spectacle for the Indian diaspora—re-imagines a traditional past and translates it (under the rubric of “reality” television) into a vulgar commodification of both “classical” and “folk” India: an India excised of radical reform, feminists, activists, and any voices of multiplicity clamouring for change. Indeed, it is my contention that, although such shows claim to promote women’s liberation by encouraging women to realise their talents and ambitions, the commodification of the “stars” as televisual celebrities points rather to an anti-feminist imperial agenda of control and domination. Normalising Art: Presenting the Juridical as Natural Following Foucault, we can, indeed, read ISS as an apparatus of “normalisation.” While ISS purports to be “about” music, celebration, and art—an encouragement of art for art’s sake—it nevertheless advocates the practice of teaching as critiqued by Foucault: “the acquisition and knowledge by the very practice of the pedagogical activity and a reciprocal, hierarchised observation” (176), so that self-surveillance is built into the process. What appears on the screen is, in effect, the presentation of a juridically governed body as natural: the capitalist production of art through intense practice, performance, and corrective measures that valorise discipline and, at the end, produce ‘good’ and ‘bad’ subjects. The Foucauldian isomorphism of punishment with obligation, exercise with repetition, and enactment of the law is magnified in the traditional practice of music, especially Carnatic, or the occasional Hindustani refrain that separates those who come out of years of training in the Gury–Shishya mode (teacher–student mode, primarily Hindu and privileged) from those who do not (Muslims, working-class, and perhaps disabled students). In the context of a reality television show sponsored by Idea Cellular Ltd (a phone company with global outposts), the systems of discipline are strictly in line with the capitalist economy. Since this show depends upon the vast back-catalogue of film songs sung by playback singers from the era of big studio film-making, it may be seen to advocate a mimetic rigidity that ossifies artistic production, rather than offering encouragement to a new generation of artists who might wish to take the songs and make them their own. ISS, indeed, compares and differentiates the participants’ talents through an “opaque” system of evaluations which the show presents as transparent, merit-based and “fair”: as Foucault observes, “the perpetual penalty that traverses all points and supervises every instant in the disciplinary institutions compares, differentiates, hierarchizes, homogenizes, excludes. In short, it normalizes” (183). On ISS, this evaluation process (a panel of judges who are renowned singers and composers, along with a rotating guest star, such as an actor) may be seen as a scopophilic institution where training and knowledge are brought together, transforming “the economy of visibility into the exercise of power” (187). The contestants, largely insignificant as individuals but seen together, at times, upon the stage, dancing and singing and performing practised routines, represent a socius constituting the body politic. The judges, enthroned on prominent and lush seats above the young contestants, the studio audience and, in effect, the show’s televised transnational audience, deliver judgements that “normalise” these artists into submissive subjectivity. In fact, despite the incoherence of the average judgement, audiences are so engrossed in the narrative of “marks” (a clear vestige of the education and civilising mission of the colonial subject under British rule) that, even in the glamorous setting of vibrating music, artificial lights, and corporate capital, Indians can still be found disciplining themselves according to the values of the West. Enacting Keraleeyatham for Malayalee Diaspora Ritty Lukose’s study on youth and gender in Kerala frames identity formations under colonialism, nationalism, and capitalism as she teases out ideas of resistance and agency by addressing the complex mediations of consumption or consumptive practices. Lukose reads “consumer culture as a complex site of female participation and constraint, enjoyment and objectification” (917), and finds the young, westernised female as a particular site of consumer agency. According to this theory, the performers on ISS and the show’s MC, Renjini Haridas, embody this body politic. The young performers all dress in the garb of “authentic identity”, sporting saris, pawaadu-blouse, mundum-neertha, salwaar-kameez, lehenga-choli, skirts, pants, and so on. This sartorial diversity is deeply gendered and discursively rich; the men have one of two options: kurta-mundu or some such variation and the pant–shirt combination. The women, especially Renjini (educated at St Theresa’s College in Kochi and former winner of Ms Kerala beauty contest) evoke the MTV DJs of the mid-1990s and affect a pidgin-Malayalam spliced with English: Renjini’s cool “touching” of the contestants and airy gestures remove her from the regional masses; and yet, for Onam (festival of Kerala), she dresses in the traditional cream and gold sari; for Id (high holy day for Muslims), she dresses in some glittery salwaar-kameez with a wrap on her head; and for Christmas, she wears a long dress. This is clearly meant to show her ability to embody different socio-religious spheres simultaneously. Yet, both she and all the young female contestants speak proudly about their authentic Kerala identity. Ritty Lukose spells this out as “Keraleeyatham.” In the vein of beauty pageants, and the first-world practice of indoctrinating all bodies into one model of beauty, the youngsters engage in exuberant performances yet, once their act is over, revert back to the coy, submissive docility that is the face of the student in the traditional educational apparatus. Both left-wing feminists and BJP activists write their ballads on the surface of women’s bodies; however, in enacting the chethu or, to be more accurate, “ash-push” (colloquialism akin to “hip”) lifestyle advocated by the show (interrupted at least half a dozen times by lengthy sequences of commercials for jewellery, clothing, toilet cleaners, nutritious chocolate bars, hair oil, and home products), the participants in this show become the unwitting sites of a large number of competing ideologies. Lukose observes the remarkable development from the peasant labor-centered Kerala of the 1970s to today’s simulacrum: “Keraleeyatham.” When discussing the beauty contests staged in Kerala in the 1990s, she discovers (through analysis of the dress and Sanskrit-centred questions) that: “Miss Kerala must be a naden pennu [a girl of the native/rural land] in her dress, comportment, and knowledge. Written onto the female bodies of a proliferation of Miss Keralas, the nadu, locality itself, becomes transportable and transposable” (929). Lukose observes that these women have room to enact their passions and artistry only within the metadiegetic space of the “song and dance” spectacle; once they leave it, they return to a modest, Kerala-gendered space in which the young female performers are quiet to the point of inarticulate, stuttering silence (930). However, while Lukose’s term, Keraleeyatham, is useful as a sociological compass, I contend that it has even more complex connotations. Its ethos of “Nair-ism” (Nayar was the dominant caste identity in Kerala), which could have been a site of resistance and identity formation, instead becomes a site of nationalist, regional linguistic supremacy arising out of Hindu imaginary. Second, this ideology could not have been developed in the era of pre-globalised state-run television but now, in the wake of globalisation and satellite television, we see this spectacle of “discipline and punish” enacted on the world stage. Thus, although I do see a possibility for a more positive Keraleeyatham that is organic, inclusive, and radical, for the moment we have a hegemonic, exclusive, and hierarchical statist approach to regional identity that needs to be re-evaluated. Articulating the Authentic via the Simulacrum Welcome to the Malayalee matrix. Jean Baudrillard’s simulacrum is our entry point into visualising the code of reality television. In a state noted for its distinctly left-leaning politics and Communist Party history which underwent radical reversal in the 1990s, the political front in Kerala is still dominated by the LDF (Left Democratic Front), and resistance to the state is an institutionalised and satirised daily event, as marked by the marchers who gather and stop traffic at Palayam in the capital city daily at noon. Issues of poverty and corporate disenfranchisement plague the farming and fishing communities while people suffer transportation tragedies, failures of road development and ferry upkeep on a daily basis. Writers and activists rail against imminent aerial bombing of Maoists insurgent groups, reading in such statist violence repression of the Adivasi (indigenous) peoples scattered across many states of eastern and southern India. Alongside energy and ration supply issues, politics light up the average Keralaite, and yet the most popular “reality” television show reflects none of it. Other than paying faux multicultural tribute to all the festivals that come and go (such as Id, Diwaali, Christmas, and Kerala Piravi [Kerala Day on 1 November]), mainly through Renjini’s dress and chatter, ISS does all it can to remove itself from the turmoil of the everyday. Much in the same way that Bollywood cinema has allowed the masses to escape the oppressions of “the everyday,” reality television promises speculative pleasure produced on the backs of young performers who do not even have to be paid for their labour. Unlike Malayalam cinema’s penchant for hard-hitting politics and narratives of unaccounted for, everyday lives in neo-realist style, today’s reality television—with its excessive sound and light effects, glittering stages and bejewelled participants, repeat zooms, frontal shots, and artificial enhancements—exploits the paradox of hyper-authenticity (Rose and Wood 295). In her useful account of America’s top reality show, American Idol, Katherine Meizel investigates the fascination with the show’s winners and the losers, and the drama of an American “ideal” of diligence and ambition that is seen to be at the heart of the show. She writes, “It is about selling the Dream—regardless of whether it results in success or failure—and about the enactment of ideology that hovers at the edges of any discourse about American morality. It is the potential of great ambition, rather than of great talent, that drives these hopefuls and inspires their fans” (486). In enacting the global via the site of the local (Malayalam and Tamil songs primarily), ISS assumes the mantle of Americanism through the plain-spoken, direct commentaries of the singers who, like their US counterparts, routinely tell us how all of it has changed their lives. In other words, this retrospective meta-narrative becomes more important than the show itself. True to Baudrillard’s theory, ISS blurs the line between actual need and the “need” fabricated by the media and multinational corporations like Idea Cellular and Confident Group (which builds luxury homes, primarily for the new bourgeoisie and nostalgic “returnees” from the diaspora). The “New Kerala” is marked, for the locals, by extravagant (mostly unoccupied) constructions of photogenic homes in garish colours, located in the middle of chaos: the traditional nattumparathu (countryside) wooden homes, and traffic congestion. The homes, promised at the end of these shows, have a “value” based on the hyper-real economy of the show rather than an actual utility value. Yet those who move from the “old” world to the “new” do not always fare well. In local papers, the young artists are often criticised for their new-found haughtiness and disinclination to visit ill relatives in hospital: a veritable sin in a culture that places the nadu and kin above all narratives of progress. In other words, nothing quite adds up: the language and ideologies of the show, espoused most succinctly by its inarticulate host, is a language that obscures its distance from reality. ISS maps onto its audience the emblematic difference between “citizen” and “population”. Through the chaotic, state-sanctioned paralegal devices that allow the slum-dwellers and other property-less people to dwell in the cities, the voices of the labourers (such as the unions) have been silenced. It is a nation ever more geographically divided between the middle-classes which retreat into their gated neighbourhoods, and the shanty-town denizens who are represented by the rising class of religio-fundamentalist leaders. While the poor vote in the Hindu hegemony, the middle classes text in their votes to reality shows like ISS. Partha Chatterjee speaks of the “new segregated and exclusive spaces for the managerial and technocratic elite” (143) which is obsessed by media images, international travel, suburbanisation, and high technology. I wish to add to this list the artificially created community of ISS performers and stars; these are, indeed, the virtual and global extension of Chatterjee’s exclusive, elite communities, decrying the new bourgeois order of Indian urbanity, repackaged as Malayalee, moneyed, and Nayar. Meanwhile, the Hindu Right flexes its muscle under the show’s glittery surface: neither menacing nor fundamentalist, it is now “hip” to be Hindu. Thus while, on the surface, ISS operates according to the cliché, musicinu mathamilla (“music has no religion”), I would contend that it perpetuates a colonising space of Hindu-nationalist hegemony which standardises music appreciation, flattens music performance into an “art” developed solely to serve commercial cinema, and produces a dialectic of Keraleeyatham that erases the multiplicities of its “real.” This ideology, meanwhile, colonises from within. The public performance plays out in the private sphere where the show is consumed; at the same time, the private is inserted into the public with SMS calls that ultimately help seal the juridicality of the show and give the impression of “democracy.” Like the many networks that bring the sentiments of melody and melancholy to our dinner table, I would like to offer you this alternative account of ISS as part of a bid for a more vociferous, and critical, engagement with reality television and its modes of production. Somehow we need to find a way to savour, once again, the non-mimetic aspects of art and to salvage our darkness from the glitter of the “normalising” popular media. References Baudrillard, Jean. The Mirror of Production. Trans. Mark Poster. New York: Telos, 1975. ———. Selected Writings. Ed. Mark Poster. California: Stanford UP, 1988. Chatterjee, Partha. The Politics of the Governed: Reflections on Popular Politics in Most of the World. Delhi: Permanent Black, 2004. Foucault, Michel. Discipline and Punish: The Birth of the Prison. Trans. Alan Sheridan. New York: Vintage, 1995. Lukose, Ritty. “Consuming Globalization: Youth and Gender in Kerala, India.” Journal of Social History 38.4 (Summer 2005): 915-35. Meizel, Katherine. “Making the Dream a Reality (Show): The Celebration of Failure in American Idol.” Popular Music and Society 32.4 (Oct. 2009): 475-88. Rose, Randall L., and Stacy L. Wood. “Paradox and the Consumption of Authenticity through Reality Television.” Journal of Consumer Research 32 (Sep. 2005): 284-96.

The brand began, quite literally, as a method for ranchers to identify their cattle. By burning a distinct symbol into the hide of a baby calf, the owner could insure that if it one day wandered off his property or was stolen by a competitor, he’d be able to point to that logo and claim the animal as his rightful property. When the manufacturers of products adopted the brand as a way of guaranteeing the quality of their goods, its function remained pretty much the same. Buying a package of oats with the Quaker label meant the customer could trace back these otherwise generic oats to their source. If there was a problem, he knew where he could turn. More important, if the oats were of satisfactory or superior quality, he knew where he could get them again. Trademarking a brand meant that no one else could call his oats Quaker. Advertising in this innocent age simply meant publicizing the existence of one’s brand. The sole objective was to increase consumers awareness of the product or company that made it. Those who even thought to employ specialists for the exclusive purpose of writing ad copy hired newspaper reporters and travelling salesmen, who knew how to explain the attributes of an item in words that people tended to remember. It wasn’t until 1922 that a preacher and travelling “medicine show” salesman-turned-copywriter named Claude Hopkins decided that advertising should be systematized into a science. His short but groundbreaking book Scientific Advertising proposed that the advertisement is merely a printed extension of the salesman¹s pitch and should follow the same rules. Hopkins believed in using hard descriptions over hype, and text over image: “The more you tell, the more you sell” and “White space is wasted space” were his mantras. Hopkins believed that any illustrations used in an ad should be directly relevant to the product itself, not just a loose or emotional association. He insisted on avoiding “frivolity” at all costs, arguing that “no one ever bought from a clown.” Although some images did appear in advertisements and on packaging as early as the 1800s - the Quaker Oats man showed up in 1877 - these weren¹t consciously crafted to induce psychological states in customers. They were meant just to help people remember one brand over another. How better to recall the brand Quaker than to see a picture of one? It wasn’t until the 1930s, 1940s, and 1950s, as Americans turned toward movies and television and away from newspapers and radio, that advertisers’ focus shifted away from describing their brands and to creating images for them. During these decades, Midwestern adman Leo Burnett concocted what is often called the Chicago school of advertising, in which lovable characters are used to represent products. Green Giant, which was originally just the Minnesota Valley Canning Company’s code name for an experimental pea, became the Jolly Green Giant in young Burnett’s world of animated characters. He understood that the figure would make a perfect and enticing brand image for an otherwise boring product and could also serve as a mnemonic device for consumers. As he watched his character grow in popularity, Burnett discovered that the mythical figure of a green giant had resonance in many different cultures around the world. It became a kind of archetype and managed to penetrate the psyche in more ways than one. Burnett was responsible for dozens of character-based brand images, including Tony the Tiger, Charlie the Tuna, Morris the Cat, and the Marlboro Man. In each case, the character creates a sense of drama, which engages the audience in the pitch. This was Burnett’s great insight. He still wanted to sell a product based on its attributes, but he knew he had to draw in his audience using characters. Brand images were also based on places, like Hidden Valley Ranch salad dressing, or on recognizable situations, such as the significant childhood memories labelled “Kodak moments” or a mother nurturing her son on a cold day, a defining image for Campbell’s soup. In all these cases, however, the moment, location, or character went only so far as to draw the audience into the ad, after which they would be subjected to a standard pitch: ‘Soup is good food’, or ‘Sorry, Charlie, only the best tuna get to be Starkist’. Burnett saw himself as a homespun Midwesterner who was contributing to American folklore while speaking in the plain language of the people. He took pride in the fact that his ads used words like “ain’t”; not because they had some calculated psychological effect on the audience, but because they communicated in a natural, plainspoken style. As these methods found their way to Madison Avenue and came to be practiced much more self-consciously, Burnett¹s love for American values and his focus on brand attributes were left behind. Branding became much more ethereal and image-based, and ads only occasionally nodded to a product’s attributes. In the 1960s, advertising gurus like David Ogilvy came up with rules about television advertising that would have made Claude Hopkins shudder. “Food in motion” dictated that food should always be shot by a moving camera. “Open with fire” meant that ads should start in a very exciting and captivating way. Ogilvy told his creatives to use supers - text superimposed on the screen to emphasize important phrases and taglines. All these techniques were devised to promote brand image, not the product. Ogilvy didn’t believe consumers could distinguish between products were it not for their images. In Ogilvy on Advertising, he explains that most people cannot tell the difference between their own “favourite” whiskey and the closest two competitors’: ‘Have they tried all three and compared the taste? Don¹t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn¹t the whiskey they choose, it’s the image. The brand image is ninety percent of what the distiller has to sell.’ (Ogilvy, 1993). Thus, we learned to “trust our car to the man who wears the star” not because Texaco had better gasoline than Shell, but because the company’s advertisers had created a better brand image. While Burnett and his disciples were building brand myths, another school of advertisers was busy learning about its audience. Back in the 1920s, Raymond Rubicam, who eventually founded the agency Young and Rubicam, thought it might be interesting to hire a pollster named Dr. Gallup from Northwestern University to see what could be gleaned about consumers from a little market research. The advertising industry’s version of cultural anthropology, or demographics, was born. Like the public-relations experts who study their target populations in order to manipulate them later, marketers began conducting polls, market surveys, and focus groups on the segments of the population they hoped to influence. And to draw clear, clean lines between demographic groups, researchers must almost always base distinctions on four factors: race, age, sex, and wages. Demographic research is reductionist by design. I once consulted to an FM radio station whose station manager wanted to know, “Who is our listener?” Asking such a question reduces an entire listenership down to one fictional person. It’s possible that no single individual will ever match the “customer profile” meant to apply to all customers, which is why so much targeted marketing often borders on classist, racist, and sexist pandering. Billboards for most menthol cigarettes, for example, picture African-Americans because, according to demographic research, black people prefer them to regular cigarettes. Microsoft chose Rolling Stones songs to launch Windows 95, a product targeted at wealthy baby boomers. “The Women’s Global Challenge” was an advertising-industry-created Olympics for women, with no purpose other than to market to active females. By the 1970s, the two strands of advertising theory - demographic research and brand image - were combined to develop campaigns that work on both levels. To this day, we know to associate Volvos with safety, Dr. Pepper with individuality, and Harley-Davidson with American heritage. Each of these brand images is crafted to appeal to the target consumer’s underlying psychological needs: Volvo ads are aimed at upper-middle-class white parents who fear for their children’s health and security, Dr. Pepper is directed to young nonconformists, and the Harley-Davidson image supports its riders’ self-perception as renegades. Today’s modern (or perhaps postmodern) brands don’t invent a corporate image on their own; they appropriate one from the media itself, such as MetLife did with Snoopy, Butterfinger did with Bart Simpson, or Kmart did by hiring Penny Marshall and Rosie O’Donnell. These mascots were selected because their perceived characteristics match the values of their target consumers - not the products themselves. In the language of today’s marketers, brand images do not reflect on products but on advertisers’ perceptions of their audiences’ psychology. This focus on audience composition and values has become the standard operating procedure in all of broadcasting. When Fox TV executives learned that their animated series “King of the Hill”, about a Texan propane distributor, was not faring well with certain demographics, for example, they took a targeted approach to their character’s rehabilitation. The Brandweek piece on Fox’s ethnic campaign uncomfortably dances around the issue. Hank Hill is the proverbial everyman, and Fox wants viewers to get comfortable with him; especially viewers in New York, where “King of the Hill”’s homespun humor hasn’t quite caught on with the young urbanites. So far this season, the show has pulled in a 10.1 rating/15 share in households nationally, while garnering a 7.9 rating/12 share in New York (Brandweek, 1997) As far as Fox was concerned, while regular people could identify with the network’s new “everyman” character, New Yorkers weren’t buying his middle-American patter. The television show’s ratings proved what TV executives had known all along: that New York City’s Jewish demographic doesn’t see itself as part of the rest of America. Fox’s strategy for “humanizing” the character to those irascible urbanites was to target the group’s ethnographic self-image. Fox put ads for the show on the panels of sidewalk coffee wagons throughout Manhattan, with the tagline “Have a bagel with Hank”. In an appeal to the target market’s well-developed (and well-researched) cynicism, Hank himself is shown saying, “May I suggest you have that with a schmear”. The disarmingly ethnic humor here is meant to underscore the absurdity of a Texas propane salesman using a Jewish insider’s word like “schmear.” In another Upper West Side billboard, Hank’s son appeals to the passing traffic: “Hey yo! Somebody toss me up a knish!” As far as the New York demographic is concerned, these jokes transform the characters from potentially threatening Southern rednecks into loveable hicks bending over backward to appeal to Jewish sensibilities, and doing so with a comic and, most important, nonthreatening inadequacy. Today, the most intensely targeted demographic is the baby - the future consumer. Before an average American child is twenty months old, he can recognize the McDonald’s logo and many other branded icons. Nearly everything a toddler encounters - from Band-Aids to underpants - features the trademarked characters of Disney or other marketing empires. Although this target market may not be in a position to exercise its preferences for many years, it pays for marketers to imprint their brands early. General Motors bought a two-page ad in Sports Illustrated for Kids for its Chevy Venture minivan. Their brand manager rationalized that the eight-to-fourteen-year-old demographic consists of “back-seat consumers” (Leonhardt, 1997). The real intention of target marketing to children and babies, however, goes deeper. The fresh neurons of young brains are valuable mental real estate to admen. By seeding their products and images early, the marketers can do more than just develop brand recognition; they can literally cultivate a demographic’s sensibilities as they are formed. A nine-year-old child who can recognize the Budweiser frogs and recite their slogan (Bud-weis-er) is more likely to start drinking beer than one who can remember only Tony the Tiger yelling, “They¹re great!” (Currently, more children recognize the frogs than Tony.) This indicates a long-term coercive strategy. The abstraction of brand images from the products they represent, combined with an increasing assault on our demographically targeted psychological profiles, led to some justifiable consumer paranoia by the 1970s. Advertising was working on us in ways we couldn’t fully understand, and people began to look for an explanation. In 1973, Wilson Bryan Key, a communications researcher, wrote the first of four books about “subliminal advertising,” in which he accused advertisers of hiding sexual imagery in ice cubes, and psychoactive words like “sex” onto the airbrushed surfaces of fashion photographs. Having worked on many advertising campaigns from start to finish, in close proximity to everyone from copywriters and art directors to printers, I can comfortably put to rest any rumours that major advertising agencies are engaging in subliminal campaigns. How do images that could be interpreted as “sexual” show up in ice cubes or elbows? The final photographs chosen for ads are selected by committee out of hundreds that are actually shot. After hours or days of consideration, the group eventually feels drawn to one or two photos out of the batch. Not surprising, these photos tend to have more evocative compositions and details, but no penises, breasts, or skulls are ever superimposed onto the images. In fact, the man who claims to have developed subliminal persuasion, James Vicary, admitted to Advertising Age in 1984 that he had fabricated his evidence that the technique worked in order to drum up business for his failing research company. But this confession has not assuaged Key and others who relentlessly, perhaps obsessively, continue to pursue those they feel are planting secret visual messages in advertisements. To be fair to Key, advertisers have left themselves open to suspicion by relegating their work to the abstract world of the image and then targeting consumer psychology so deliberately. According to research by the Roper Organization in 1992, fifty-seven percent of American consumers still believe that subliminal advertising is practiced on a regular basis, and only one in twelve think it “almost never” happens. To protect themselves from the techniques they believe are being used against them, the advertising audience has adopted a stance of cynical suspicion. To combat our increasing awareness and suspicion of demographic targeting, marketers have developed a more camouflaged form of categorization based on psychological profiles instead of race and age. Jim Schroer, the executive director of new marketing strategy at Ford explains his abandonment of broad-demographic targeting: ‘It’s smarter to think about emotions and attitudes, which all go under the term: psychographics - those things that can transcend demographic groups.’ (Schroer, 1997) Instead, he now appeals to what he calls “consumers’ images of themselves.” Unlike broad demographics, the psychographic is developed using more narrowly structured qualitative-analysis techniques, like focus groups, in-depth interviews, and even home surveillance. Marketing analysts observe the behaviors of volunteer subjects, ask questions, and try to draw causal links between feelings, self-image, and purchases. A company called Strategic Directions Group provides just such analysis of the human psyche. In their study of the car-buying habits of the forty-plus baby boomers and their elders, they sought to define the main psychological predilections that human beings in this age group have regarding car purchases. Although they began with a demographic subset of the overall population, their analysis led them to segment the group into psychographic types. For example, members of one psychographic segment, called the ³Reliables,² think of driving as a way to get from point A to point B. The “Everyday People” campaign for Toyota is aimed at this group and features people depending on their reliable and efficient little Toyotas. A convertible Saab, on the other hand, appeals to the ³Stylish Fun² category, who like trendy and fun-to-drive imports. One of the company’s commercials shows a woman at a boring party fantasizing herself into an oil painting, where she drives along the canvas in a sporty yellow Saab. Psychographic targeting is more effective than demographic targeting because it reaches for an individual customer more directly - like a fly fisherman who sets bait and jiggles his rod in a prescribed pattern for a particular kind of fish. It’s as if a marketing campaign has singled you out and recognizes your core values and aspirations, without having lumped you into a racial or economic stereotype. It amounts to a game of cat-and-mouse between advertisers and their target psychographic groups. The more effort we expend to escape categorization, the more ruthlessly the marketers pursue us. In some cases, in fact, our psychographic profiles are based more on the extent to which we try to avoid marketers than on our fundamental goals or values. The so-called “Generation X” adopted the anti-chic aesthetic of thrift-store grunge in an effort to find a style that could not be so easily identified and exploited. Grunge was so self-consciously lowbrow and nonaspirational that it seemed, at first, impervious to the hype and glamour normally applied swiftly to any emerging trend. But sure enough, grunge anthems found their way onto the soundtracks of television commercials, and Dodge Neons were hawked by kids in flannel shirts saying “Whatever.” The members of Generation X are putting up a good fight. Having already developed an awareness of how marketers attempt to target their hearts and wallets, they use their insight into programming to resist these attacks. Unlike the adult marketers pursuing them, young people have grown up immersed in the language of advertising and public relations. They speak it like natives. As a result, they are more than aware when a commercial or billboard is targeting them. In conscious defiance of demographic-based pandering, they adopt a stance of self-protective irony‹distancing themselves from the emotional ploys of the advertisers. Lorraine Ketch, the director of planning in charge of Levi¹s trendy Silvertab line, explained, “This audience hates marketing that’s in your face. It eyeballs it a mile away, chews it up and spits it out” (On Advertising, 1998). Chiat/Day, one of the world’s best-known and experimental advertising agencies, found the answer to the crisis was simply to break up the Gen-X demographic into separate “tribes” or subdemographics - and include subtle visual references to each one of them in the ads they produce for the brand. According to Levi’s director of consumer marketing, the campaign meant to communicate, “We really understand them, but we are not trying too hard” (On Advertising, 1998). Probably unintentionally, Ms. Ketch has revealed the new, even more highly abstract plane on which advertising is now being communicated. Instead of creating and marketing a brand image, advertisers are creating marketing campaigns about the advertising itself. Silvertab’s target market is supposed to feel good about being understood, but even better about understanding the way they are being marketed to. The “drama” invented by Leo Burnett and refined by David Ogilvy and others has become a play within a play. The scene itself has shifted. The dramatic action no longer occurs between the audience and the product, the brand, or the brand image, but between the audience and the brand marketers. As audiences gain even more control over the media in which these interactive stories unfold, advertising evolves ever closer to a theatre of the absurd. excerpted from Coercion: Why We Listen to What "They" Say)? Works Cited Ogilvy, David. Ogilvy on Advertising. New York: Vintage, 1983. Brandweek Staff, "Number Crunching, Hollywood Style," Brandweek. October 6, 1997. Leonhardt, David, and Kathleen Kerwin, "Hey Kid, Buy This!" Business Week. June 30, 1997 Schroer, Jim. Quoted in "Why We Kick Tires," by Carol Morgan and Doron Levy. Brandweek. Sept 29, 1997. "On Advertising," The New York Times. August 14, 1998 Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Rushkoff, Douglas. "Coercion " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/06-coercion.php>. APA Style Rushkoff, D. (2003, Jun 19). Coercion . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/06-coercion.php>