Journal articles on the topic 'Radio broadcasting – Political aspects – Zimbabwe'

The article is devoted to the identification of specific features of social management of the editorial office of a modern radio station. The purpose of this article is to consider various aspects of the management of a modern radio station, on the example of “Echo of Moscow” to identify the principles of its functioning, the interaction of editorial staff with the target audience. The objectives of the study include consideration of such concepts as “format”, “programming”, “formatting” of radio broadcasting, as well as factors affecting the effectiveness of management, such as the potential of employees, means of production, culture of organization, leadership of the head of mass media, classroom factor; analysis of the classification of modern radio stations; identification of specific for modern socio-political radio “Echo of Moscow” methods of team management and work with the audience. Today, like other mass media, radio has become a mobile source of broadcasting. This factor has transformed the style of broadcasting and the content of radio programs in General. “Echo of Moscow” is a universal radio station on the thematic focus of broadcasting, but it is focused mainly on broadcasting news, special attention is paid to news of politics and culture, reviews of the press, conversations with guests who are experts on various socially significant issues. The organizational structure of the radio station “Echo of Moscow” should be considered to the structure of the linear-functional type, in which the full power takes over the linear head, who heads the team. This structure has both pros and cons. The editorial office of the radio station “Echo of Moscow” is a social organization in which specific relationships are formed, due to the organizational structure of the enterprise and the overall goal of the team. Mutual assistance, team spirit, willingness to help, both in professional activities and at the interpersonal level, speak of the formation of corporate relations in the team of “Echo of Moscow”. Joint events, collective events unite employees and help to solve the branding problem, contribute to the promotion of the media and strengthen its positive reputation.

The radio broadcasting industry in China has been operating for more than 40 years. It developed alongside with the policy of reforms and China’s openness, it followed the logic of marketization and institutionalization, it overcame the development boom of the end of the 1980s — the beginning of the 1900s and the period of a decade-long recession on the cusp of the two centuries. The author studied cutting edge literature on the subject of his research and applied such methods as analysis and generalization. The conclusions, concerning the current state and development trends of the radio broadcasting industry in China, have been drawn in relation to four aspects: general background of the branch, market design, ways of monetizing and the development of mass media convergence. To define the market structure in the industry of the radio broadcasting mass media, the author has analyzed the three-level market design, the results of the reforms of the broadcasting and production entities and frequency typing. The analysis of the national policy implementation and of the convergence trends has been taken as a principle to predict trends of development of the mass media convergence in the industry of the broadcasting media. Following the country’s political line, its economic development and the development of new media, Chinese industry of radio broadcasting media shows perfect growth dynamics day by day. In the nearest future, Chinese radio broadcasting will get even closer to convergence with the mobile Internet and other media. The objective of this article is to analyze the current state of Chinese broadcasting industry. The article can be of interest to experts and scientists who specialize in economic research of Chinese broadcasting media and Chinese mass media in general.

Although the nature poems of the Jamaican writer Una Marson are usually set against her transnational projects, they are inextricable from the cosmopolitan vision described in her radio broadcasts and journalism. Studies of transnational modernism have brought to the fore Marson's participation in pan- Africanist political and literary networks, her poems' mediation of the black West Indian woman's experience, and her work promoting West Indian literature in the metropolitan institution of the BBC. Analyses of Marson as a transnational igure, however, have obscured aspects of her literary production—speciically, her nature poetry. Placing Marson's West Indian nature poetry that was broadcast by the BBC in the context of the original programs reveals the efects of moving from print publication to radio broadcast. And, along with her editorials for the Jamaican literary magazine The Cosmopolitan (1928–31), Marson's BBC broadcasts (1939–45) make the case for the ongoing relevance of the pastoral tradition to public life.

This paper is devoted to specific features of settling and development of Ukrainian broadcasting on Polish radio and its Lviv branch in 1930s. It is claimed that being launched after building the radio station in Lviv, broadcasting nonetheless didn’t embrace any Ukrainian programs. The author highlighted the role of Ukrainian public and cultural figures, journalists and radio listeners in a struggle for Ukrainian’s right to obtain radio information in Ukrainian language and analyzed distinctive features of Ukrainian radio movement in Halychyna region. The present study, having investigated the issue by examining the publications of newspaper Dilo, showed the reasons for its foundation and indicated the main aspects of Ukrainian Radio Society’s activity as well as of Ukraiinradio publishing house. The author stated that in 1932 it was officially declared a consent between Ukrainian ethnic minority in Poland and Polish Radio’s management. Music, religious and literary topics were outlined as the main for Ukrainian programs. At first they were prepared by polish journalists, who had difficulties with its contents. But even in such a deficient way, the Ukrainian content’s share became a good sign for Ukrainians, since gave an opportunity to introduce Polish citizens with creative work of Ukrainian talented well-known figures. It is pointed out, that Ukrainian professionals — journalists, writers, musicians, literary critics like Mykola Rudnytskyi and Roman Kupchynskyi joined the process in the second half of 1930s. The author identified such features of Ukrainian programs as a lack of political and social programs, so important for Ukrainians. Problems of content’s amount and quality were constantly discussed. Key words: radio journalism, radio programs’ topics, Polish Radio, Ukrainian Radio Society, Ukrainradio publishing House, «Ukrayinska Hazetka», radio listeners.

Introduction. The article examines the development of Soviet mass media between the 1950s and 1980s through the example of the Bashkir Republic. Goals. The paper seeks to show the mentioned period was characterized by the most consistent and qualitative development of mass media. To facilitate this, the following objectives be tackled: analysis of the gradual development of television, radio and newspapers; identification of differences in the development of mass media; clarification of common features inherent thereto. Materials and Methods. The work analyzes archival materials, and employs methods of historicism, synthesis, alternative, and multidimensional approach to study the problem; the problem-chronological principle proved as instrumental. Results. The paper shows the then difficulties in radio, television and print media, and the measures taken by local party and Soviet authorities to improve the material, technical and personnel aspects, eliminate the problems of ‘feedback from the population’; the latter’s participation in the preparation of programs and publications. The article pays attention to the policy of the Soviet state aimed at supporting the republic’s print media, expanding the network of television and radio broadcasting, in particular, allocation of budget funds for the construction of new relay lines, repair of existing ones, and improvement of the network of service organizations, etc. This resulted in that the whole territory of the republic got covered with mass media networks. It also facilitated broader propaganda and agitation, faster distribution of information about changes at national and regional levels, creation of the illusion those media sources were essentially democratic. The work describes the reform of the media, introduction of new programs, and related changes in political censorship. Scientists, public and party figures, writers, poets — the population — took an active part in the preparation of programs and publications. This increased completeness and distribution levels of the media. However, during this period people still tended to keep an eye on the policy of the Party / state, and censorship of topics was as actual, which made the participation of Bashkir ASSR’s residents in that work somewhat illusory, although it did successfully expand (and strengthen) all ties between an individual — and the republic, city, or factory he / she worked at. The mentioned years witnessed a high demand for discussions over technical innovations, new methods of work, development of social infrastructure and housing, exchange of experiences between the Bashkir ASSR and other Soviet republics. Therefore, in those years, the number of documentaries, radio programs ‘from fields’ and ‘from workshops’ — and readership circulation — significantly increased, new printing agencies were established both in urban and rural areas. Conclusions. The paper concludes that despite all travails and vicissitudes it is in the 1950s – 1980s that mass media achieved their maximum social comprehensiveness and breadth.

On 19 January 1975, Australia’s first youth station 2JJ (Double Jay) launched itself onto the nation’s airwaves with a NASA-style countdown and You Only Like Me ‘Cause I’m Good in Bed by Australian band Skyhooks. Refused airtime by the commercial stations because of its explicit sexual content, this song was a clear signifier of the new station’s intent—to occupy a more radical territory on Australian radio. Indeed, Double Jay’s musical entrée into the highly restrictive local broadcasting environment of the time has gone on to symbolise both the station’s role in its early days as an enfant terrible of radio (Inglis 376), and its near 40 years as a voice for youth culture in Australia (Milesago, Double Jay). In this paper we explore the proposition that Double Jay functioned as an outlet for youth counterculture in Australia, and that it achieved this even with (and arguably because of) its credentials as a state-generated entity. This proposition is considered via brief analysis of the political and musical context leading to the establishment of Double Jay. We intend to demonstrate that although the station was deeply embedded in “the system” in material and cultural terms, it simultaneously existed in an “uneasy symbiosis” (Martin and Siehl 54) with this system because it consciously railed against the mainstream cultures from which it drew, providing a public and active vehicle for youth counterculture in Australia. The origins of Double Jay thus provide one example of the complicated relationship between culture and counterculture, and the multiple ways in which the two are inextricably linked. As a publicly-funded broadcasting station Double Jay was liberated from the industrial imperatives of Australia’s commercial stations which arguably drove their predisposition for formula. The absence of profit motive gave Double Jay’s organisers greater room to experiment with format and content, and thus the potential to create a genuine alternative in Australia broadcasting. As a youth station Double Jay was created to provide a minority with its own outlet. The Labor government committed to wrenching airspace from the very restrictive Australian broadcasting “system” (Wiltshire and Stokes 2) to provide minority voices with room to speak and to be heard. Youth was identified by the government as one such minority. The Australian Broadcasting Commission (ABC) contributed to this process by enabling young staffers to establish the semi-independent Contemporary Radio Unit (CRU) (Webb) and within this a youth station. Not only did this provide a focal point around which a youth collective could coalesce, but the distinct place and identity of Double Jay within the ABC offered its organisers the opportunity to ignore or indeed subvert some of the perceived strictures of the “mothership” that was the ABC, whether in organisational, content and/or stylistic terms. For these and other reasons Double Jay was arguably well positioned to counter the broadcasting cultures that existed alongside this station. It did so stylistically, and also in more fundamental ways, At the same time, however, it “pillaged the host body at random” (Webb) co-opting certain aspects of these cultures (people, scheduling, content, administration) which in turn implicated Double Jay in the material and cultural practices of those mainstream cultures against which it railed. Counterculture on the Airwaves: Space for Youth to Play? Before exploring these themes further, we should make clear that Double Jay’s legitimacy as a “counterculture” organisation is observably tenuous against the more extreme renderings of the concept. Theodore Roszak, for example, requires of counterculture something “so radically disaffiliated from the mainstream assumptions of our society that it scarcely looks to many as a culture at all” (5). Double Jay was a brainchild of the state: an outcome of the Whitlam Government’s efforts to open up the nation’s airwaves (Davis, Government; McClelland). Further, the supervision of this station was given to the publicly funded Australian national broadcaster, the ABC (Inglis). Any claim Double Jay has to counterculture status then is arguably located in less radical invocations of the term. Some definitions, for example, hold that counterculture contains value systems that run counter to culture, but these values are relational rather than divorced from each other. Kenneth Leech, for example, states that counterculture is "a way of life and philosophy which at central points is in conflict with the mainstream society” (Desmond et al. 245, our emphasis); E.D. Batzell defines counterculture as "a minority culture marked by a set of values, norms and behaviour patterns which contradict those of the dominant society" (116, our emphasis). Both definitions imply that counterculture requires the mainstream to make sense of what it is doing and why. In simple terms then, counterculture as the ‘other’ does not exist without its mainstream counterpoint. The particular values with which counterculture is in conflict are generated by “the system” (Heath and Potter 6)—a system that imbues “manufactured needs and mass-produced desires” (Frank 15) in the masses to encourage order, conformity and consumption. Counterculture seeks to challenge this “system” via individualist, expression-oriented values such as difference, diversity, change, egalitarianism, and spontaneity (Davis On Youth; Leary; Thompson and Coskuner‐Balli). It is these kinds of counterculture values that we demonstrate were embedded in the content, style and management practices within Double Jay. The Whitlam Years and the Birth of Double Jay Double Jay was borne of the Whitlam government’s brief but impactful period in office from 1972 to 1975, after 23 years of conservative government in Australia. Key to the Labor Party’s election platform was the principle of participatory democracy, the purpose of which was “breaking down apathy and maximising active citizen engagement” (Cunningham 123). Within this framework, the Labor Party committed to opening the airwaves, and reconfiguring the rhetoric of communication and media as a space of and for the people (Department of the Media 3). Labor planned to honour this commitment via sweeping reforms that would counter the heavily concentrated Australian media landscape through “the encouragement of diversification of ownership of commercial radio and television”—and in doing so enable “the expression of a plurality of viewpoints and cultures throughout the media” (Department of the Media 3). Minority groups in particular were to be privileged, while some in the Party even argued for voices that would actively agitate. Senator Jim McClelland, for one, declared, “We say that somewhere in the system there must be broadcasting which not only must not be afraid to be controversial but has a duty to be controversial” (Senate Standing Committee 4). One clear voice of controversy to emerge in the 1960s and resonate throughout the 1970s was the voice of youth (Gerster and Bassett; Langley). Indeed, counterculture is considered by some as synonymous with a particular strain of youth culture during this time (Roszak; Leech). The Labor Government acknowledged this hitherto unrecognised voice in its 1972 platform, with Minister for the Media Senator Doug McClelland claiming that his party would encourage the “whetting of the appetite” for “life and experimentation” of Australia’s youth – in particular through support for the arts (160). McClelland secured licenses for two “experimental-type” stations under the auspices of the ABC, with the youth station destined for Sydney via the ABC’s standby transmitter in Gore Hill (ABCB, 2). Just as the political context in early 1970s Australia provided the necessary conditions for the appearance of Double Jay, so too did the cultural context. Counterculture emerged in the UK, USA and Europe as a clear and potent force in the late 1960s (Roszak; Leech; Frank; Braunstein and Doyle). In Australia this manifested in the 1960s and 1970s in various ways, including political protest (Langley; Horne); battles for the liberalisation of censorship (Hope and Dickerson, Liberalisation; Chipp and Larkin); sex and drugs (Dawson); and the art film scene (Hope and Dickerson, Happiness; Thoms). Of particular interest here is the “lifestyle” aspect of counterculture, within which the value-expressions against the dominant culture manifest in cultural products and practices (Bloodworth 304; Leary ix), and more specifically, music. Many authors have suggested that music was pivotal to counterculture (Bloodworth 309; Leech 8), a key “social force” through which the values of counterculture were articulated (Whiteley 1). The youth music broadcasting scene in Australia was extremely narrow prior to Double Jay, monopolised by a handful of media proprietors who maintained a stranglehold over the youth music scene from the mid-50s. This dominance was in part fuelled by the rising profitability of pop music, driven by “the dreamy teenage market”, whose spending was purely discretionary (Doherty 52) and whose underdeveloped tastes made them “immune to any sophisticated disdain of run-of-the-mill” cultural products (Doherty 230-231). Over the course of the 1950s the commercial stations pursued this market by “skewing” their programs toward the youth demographic (Griffen-Foley 264). The growing popularity of pop music saw radio shift from a “multidimensional” to “mono-dimensional” medium according to rock journalist Bruce Elder, in which the “lowest-common-denominator formula of pop song-chat-commercial-pop-song” dominated the commercial music stations (12). Emblematic of this mono-dimensionalism was the appearance of the Top 40 Playlist in 1958 (Griffin-Foley 265), which might see as few as 10–15 songs in rotation in peak shifts. Elder claims that this trend became more pronounced over the course of the 1960s and peaked in 1970, with playlists that were controlled with almost mechanical precision [and] compiled according to American-devised market research methods which tended to reinforce repetition and familiarity at the expense of novelty and diversity. (12) Colin Vercoe, whose job was to sell the music catalogues of Festival Records to stations like 2UE, 2SER and SUW, says it was “an incredibly frustrating affair” to market new releases because of the rigid attachment by commercials to the “Top 40 of endless repeats” (Vercoe). While some air time was given to youth music beyond the Top 40, this happened mostly in non-peak shifts and on weekends. Bill Drake at 2SM (who was poached by Double Jay and allowed to reclaim his real name, Holger Brockmann) played non-Top 40 music in his Sunday afternoon programme The Album Show (Brockmann). A more notable exception was Chris Winter’s Room to Move on the ABC, considered by many as the predecessor of Double Jay. Introduced in 1971, Room to Move played all forms of contemporary music not represented by the commercial broadcasters, including whole albums and B sides. Rock music’s isolation to the fringes was exacerbated by the lack of musical sales outlets for rock and other forms of non-pop music, with much music sourced through catalogues, music magazines and word of mouth (Winter; Walker). In this context a small number of independent record stores, like Anthem Records in Sydney and Archie and Jugheads in Melbourne, appear in the early 1970s. Vercoe claims that the commercial record companies relentlessly pursued the closure of these independents on the grounds they were illegal entities: The record companies hated them and they did everything they could do close them down. When (the companies) bought the catalogue to overseas music, they bought the rights. And they thought these record stores were impinging on their rights. It was clear that a niche market existed for rock and alternative forms of music. Keith Glass and David Pepperell from Archie and Jugheads realised this when stock sold out in the first week of trade. Pepperell notes, “We had some feeling we were doing something new relating to people our own age but little idea of the forces we were about to unleash”. Challenging the “System” from the Inside At the same time as interested individuals clamoured to buy from independent record stores, the nation’s first youth radio station was being instituted within the ABC. In October 1974, three young staffers—Marius Webb, Ron Moss and Chris Winter— with the requisite youth credentials were briefed by ABC executives to build a youth-style station for launch in January 1975. According to Winter “All they said was 'We want you to set up a station for young people' and that was it!”, leaving the three with a conceptual carte blanche–although assumedly within the working parameters of the ABC (Webb). A Contemporary Radio Unit (CRU) was formed in order to meet the requirements of the ABC while also creating a clear distinction between the youth station and the ABC. According to Webb “the CRU gave us a lot of latitude […] we didn’t have to go to other ABC Departments to do things”. The CRU was conscious from the outset of positioning itself against the mainstream practices of both the commercial stations and the ABC. The publicly funded status of Double Jay freed it from the shackles of profit motive that enslaved the commercial stations, in turn liberating its turntables from baser capitalist imperatives. The two coordinators Ron Moss and Marius Webb also bypassed the conventions of typecasting the announcer line-up (as was practice in both commercial and ABC radio), seeking instead people with charisma, individual style and youth appeal. Webb told the Sydney Morning Herald that Double Jay’s announcers were “not required to have a frontal lobotomy before they go on air.” In line with the individual- and expression-oriented character of the counterculture lifestyle, it was made clear that “real people” with “individuality and personality” would fill the airwaves of Double Jay (Nicklin 9). The only formula to which the station held was to avoid (almost) all formula – a mantra enhanced by the purchase in the station’s early days of thousands of albums and singles from 10 or so years of back catalogues (Robinson). This library provided presenters with the capacity to circumvent any need for repetition. According to Winter the DJs “just played whatever we wanted”, from B sides to whole albums of music, most of which had never made it onto Australian radio. The station also adapted the ABC tradition of recording live classical music, but instead recorded open-air rock concerts and pub gigs. A recording van built from second-hand ABC equipment captured the grit of Sydney’s live music scene for Double Jay, and in so doing undercut the polished sounds of its commercial counterparts (Walker). Double Jay’s counterculture tendencies further extended to its management style. The station’s more political agitators, led by Webb, sought to subvert the traditional top-down organisational model in favour of a more egalitarian one, including a battle with the ABC to remove the bureaucratic distinction between technical staff and presenters and replace this with the single category “producer/presenter” (Cheney, Webb, Davis 41). The coordinators also actively subverted their own positions as coordinators by holding leaderless meetings open to all Double Jay employees – meetings that were infamously long and fraught, but also remembered as symbolic of the station’s vibe at that time (Frolows, Matchett). While Double Jay assumed the ABC’s focus on music, news and comedy, at times it politicised the content contra to the ABC’s non-partisan policy, ignored ABC policy and practice, and more frequently pushed its contents over the edges of what was considered propriety and taste. These trends were already present in pockets of the ABC prior to Double Jay: in current affairs programmes like This Day Tonight and Four Corners (Harding 49); and in overtly leftist figures like Alan Ashbolt (Bowman), who it should be noted had a profound influence over Webb and other Double Jay staff (Webb). However, such an approach to radio still remained on the edges of the ABC. As one example of Double Jay’s singularity, Webb made clear that the ABC’s “gentleman’s agreement” with the Federation of Australian Commercial Broadcasters to ban certain content from airplay would not apply to Double Jay because the station would not “impose any censorship on our people” – a fact demonstrated by the station’s launch song (Nicklin 9). The station’s “people” in turn made the most of this freedom with the production of programmes like Gayle Austin’s Horny Radio Porn Show, the Naked Vicar Show, the adventures of Colonel Chuck Chunder of the Space Patrol, and the Sunday afternoon comic improvisations of Nude Radio from the team that made Aunty Jack. This openness also made its way into the news team, most famously in its second month on air with the production of The Ins and Outs of Love, a candid documentary of the sexual proclivities and encounters of Sydney’s youth. Conservative ABC staffer Clement Semmler described the programme as containing such “disgustingly explicit accounts of the sexual behaviour of young teenagers” that it “aroused almost universal obloquy from listeners and the press” (35). The playlist, announcers, comedy sketches, news reporting and management style of Double Jay represented direct challenges to the entrenched media culture of Australia in the mid 1970s. The Australian National Commission for UNESCO noted at the time that Double Jay was “variously described as political, subversive, offensive, pornographic, radical, revolutionary and obscene” (7). While these terms were understandable given the station’s commitment to experiment and innovation, the “vital point” about Double Jay was that it “transmitted an electronic reflection of change”: What the station did was to zero in on the kind of questioning of traditional values now inherent in a significant section of the under 30s population. It played their music, talked in their jargon, pandered to their whims, tastes, prejudices and societal conflicts both intrinsic and extrinsic. (48) Conclusion From the outset, Double Jay was locked in an “uneasy symbiosis” with mainstream culture. On the one hand, the station was established by federal government and its infrastructure was provided by state funds. It also drew on elements of mainstream broadcasting in multiple ways. However, at the same time, it was a voice for and active agent of counterculture, representing through its content, form and style those values that were considered to challenge the ‘system,’ in turn creating an outlet for the expression of hitherto un-broadcast “ways of thinking and being” (Leary). As Henry Rosenbloom, press secretary to then Labor Minister Dr Moss Cass wrote, Double Jay had the potential to free its audience “from an automatic acceptance of the artificial rhythms of urban and suburban life. In a very real sense, JJ [was] a deconditioning agent” (Inglis 375-6). While Double Jay drew deeply from mainstream culture, its skilful and playful manipulation of this culture enabled it to both reflect and incite youth-based counterculture in Australia in the 1970s. References Australian Broadcasting Control Board. Development of National Broadcasting and Television Services. ABCB: Sydney, 1976. Batzell, E.D. “Counter-Culture.” Blackwell Dictionary of Twentieth-Century Social Thought. Eds. Williams Outhwaite and Tom Bottomore. Oxford: Blackwell, 1994. 116-119. Bloodworth, John David. “Communication in the Youth Counterculture: Music as Expression.” Central States Speech Journal 26.4 (1975): 304-309. Bowman, David. “Radical Giant of Australian Broadcasting: Allan Ashbolt, Lion of the ABC, 1921-2005.” Sydney Morning Herald 15 June 2005. 15 Sep. 2013 ‹http://www.smh.com.au/news/Obituaries/Radical-giant-of-Australian-broadcasting/2005/06/14/1118645805607.html›. 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Seose säilitamine päritolumaa ja -kultuuriga on diasporaaühiskondadele üldomane tunnusjoon, kuid eri etnilise ja poliitilise taustaga diasporaad realiseerivad seda erinevalt. Võõrsil elavate eestlaste kokkukuuluvustunnet on aidanud süvendada kultuurifestivalid. Artikkel analüüsib festivaliformaati, mida nimetatakse eesti päevadeks. Fookuses on 1983. aastal Göteborgis Estivali nimemärgi all toimunud eesti päevade idee ja selle teostamisega seotud probleemid. Sündmus oli eriline, kuna esmakordselt pärast Teise maailmasõda püüti festivali raames kokku tuua kodu- ja eksiileestlasi. Uurimus põhineb Hain Rebase poolt Eesti Kultuuriloolisele Arhiivile annetatud dokumentidel ning ajakirjandusel. Maintaining of relations with the country of origin is generally characteristic to diaspora societies. However, diasporas of different ethnic and political backgrounds may carry these relations out in different ways.Estonians who live outside Estonia have a long-standing tradition of organising cultural festivals—this ensures the cultural continuity for different diaspora generations and unites new immigrants with the exiles from WWII. My article gives a short overview of such festivals, which are called Estonian Days, focussing on the idea and organisational problems of the Estonian Days held in Gothenburg in 1983 under the title of Estival. This was a special event as the organisers attempted, for the first time after WWII, to bring together the Estonians from the homeland and from the diaspora. My research is based on the collection of Hain Rebas’ materials held at the Estonian Cultural History Archive and on the materials published in the press.The Estonian Days have a long history. They were first held on the West Coast of the USA in 1953, then in Australia in 1954. In Canada, the tradition was launched in 1957 and in Sweden, in 1968. Modelled on the regional festivals, the global format was soon created in North America—the Worldwide Estonian Days were held in Toronto in 1972; later, the global festival was called Esto. The traditions of both the regional Estonian Days and the Estos are still alive and now, they draw together the diaspora and resident Estonians.Prior to Estonia’s regaining of independence, the Estonian Days were a cultural and political event of the Estonian diaspora society and both of these aspects were of equal importance. The program of Estonian Days contains micro song festivals, sports competitions, art exhibitions, literary events as well as discussion evenings and conferences on political themes. A manifestation was held in the public city space where well-known politicians gave speeches demanding the recognition of the Estonians’ right for self-determination and the withdrawal of Soviet troops from Estonia.At the Estonian Days in Sweden in 1968, the discussion about communicating on the institutional level with the Estonians in the homeland became heated, opinions fell to both pro and contra. Organisers of Estival ‘83 decided to take a step forward from the discussions and to invite the Mixed Choir of the Estonian Radio Broadcasting to participate in the festival. Estonian choral singing tradition was a highly appreciated component of national culture both at home and in exile. The organisers of Estival saw choral singing as a potential for uniting all the Estonians. At a meeting of exile Estonian organisations, the chairman of the Estival board Hain Rebas explained that the Estonians in Sweden should manifest national solidarity with the Estonians in the home country, who make up 90% of all the Estonians. Inviting of an Estonian choir to the Estival should have a positive effect on the identity of all Estonians.The organisers wished to have the former president of the USA, Jimmy Carter, as the keynote speaker at the political manifestation, and in case if he refused to come, there should be some other spokesman of democratic values (e.g., the member of the European Parliament Otto von Habsburg, the Chief Secretary of the Amnesty International Thomas Hammerberg or the Prime Minister of Sweden Olaf Palme).The organisers of the Estival planned to have at one and the same event a singing choir from Soviet Estonia and a top politician representing some democratic state. If this plan had been realised, it would have meant the public opposition of two different ideologies. In archival documents and print media, it emerged that this idea caused criticism and controversy in the exile society. Some exile politicians were sure that the festival would cause a scandal. Despite criticism, the organisers sent invitations to both the politicians and the mixed choir of Estonian Radio. None of the politicians was able to come to the Estival for different reasons. However, several of them recognised the cultural achievements and political aspirations of the exile Estonians and wished them success for the future. The mixed choir of Estonian Radio also did not arrive at the festival, but they did not clarify the reasons that had made them turn down the invitation.The Estonian State Academic Male Choir (RAM) was, in 1967, the first Estonian choir to visit Sweden after WWII. The exile society was not engaged in organising the RAM’s concerts but according to newspapers, they made up a large part of the audience. The concerts took place under the supervision of the Union for Developing Cultural Relations with Estonians Abroad (VEKSA, active from 1960–1991) in the framework of the Swedish and Soviet Union’s joint project. Cultural communication of the Soviet Estonia with the Estonians abroad was allowed only through this organisation. Performance of the mixed choir of Estonian Radio in the way as the organisers of the Estival ‘83 had planned would have created an entirely new situation in the cultural communication. It would have meant the establishing of direct contacts between the exile society and the Soviet Estonian choir (the organisers did not contact VEKSA). The real-life political situation actually ruled the plan out already at the very beginning. If we look at it from the side of Soviet Estonia, it was clear that no musician could tour abroad without the support of VEKSA. If we look at it from the viewpoint of the exile society, it was known that a number of influential exile figures did not favour the development of relations on the institutional level with the occupied homeland because it could indicate the political recognition of the occupation. The mixed choir of Estonian Radio, which belonged to the state broadcasting company and was financed by the state, could be treated as an institution. Thus, the plans of the organisers of the Estival faced all at once a number of problems which could not be solved in the political context of the early 1980s.A breakthrough in the direct cultural communication between the resident and exile Estonians occurred at the Worldwide Estonian Days in Melbourne in 1988 where 150 people from Estonia participated in the festival. The RAM Boys’ Choir was among the participants. The Australian Estonian newspapers wrote about the lessening of the gulf between the two halves and stressed the task of the Estonians of the Free World of supporting cultural communication and the striving for freedom of the Estonians in the homeland.The importance of the Estival ‘83 in the long process of uniting the Estonians of the diaspora and the homeland has been overshadowed by Esto ‘88. Despite the attempts at achieving a more global dimension through the political manifestation and at strengthening the Estonians’ feeling of unity through choir music, Estival still remained a regional event of the Estonians in Sweden. However, both of these festivals clearly demonstrate that, first, culture and politics are closely intertwined and second, the exile society purposefully applied the symbiosis of culture and politics in the restoration of such kind of Estonia with which the Estonians all over the world would be able to identify without any conflicts.

The Australian Government has been actively evaluating how best to merge the functions of the Australian Communications Authority (ACA) and the Australian Broadcasting Authority (ABA) for around two years now. Broadly, the reason for this is an attempt to keep pace with the communications media transformations we reduce to the term “convergence.” Mounting pressure for restructuring is emerging as a site of turf contestation: the possibility of a regulatory “one-stop shop” for governments (and some industry players) is an end game of considerable force. But, from a public interest perspective, the case for a converged regulator needs to make sense to audiences using various media, as well as in terms of arguments about global, industrial, and technological change. This national debate about the institutional reshaping of media regulation is occurring within a wider global context of transformations in social, technological, and politico-economic frameworks of open capital and cultural markets, including the increasing prominence of international economic organisations, corporations, and Free Trade Agreements (FTAs). Although the recently concluded FTA with the US explicitly carves out a right for Australian Governments to make regulatory policy in relation to existing and new media, considerable uncertainty remains as to future regulatory arrangements. A key concern is how a right to intervene in cultural markets will be sustained in the face of cultural, politico-economic, and technological pressures that are reconfiguring creative industries on an international scale. While the right to intervene was retained for the audiovisual sector in the FTA, by contrast, it appears that comparable unilateral rights to intervene will not operate for telecommunications, e-commerce or intellectual property (DFAT). Blurring Boundaries A lack of certainty for audiences is a by-product of industry change, and further blurs regulatory boundaries: new digital media content and overlapping delivering technologies are already a reality for Australia’s media regulators. These hypothetical media usage scenarios indicate how confusion over the appropriate regulatory agency may arise: 1. playing electronic games that use racist language; 2. being subjected to deceptive or misleading pop-up advertising online 3. receiving messaged imagery on your mobile phone that offends, disturbs, or annoys; 4. watching a program like World Idol with SMS voting that subsequently raises charging or billing issues; or 5. watching a new “reality” TV program where products are being promoted with no explicit acknowledgement of the underlying commercial arrangements either during or at the end of the program. These are all instances where, theoretically, regulatory mechanisms are in place that allow individuals to complain and to seek some kind of redress as consumers and citizens. In the last scenario, in commercial television under the sector code, no clear-cut rules exist as to the precise form of the disclosure—as there is (from 2000) in commercial radio. It’s one of a number of issues the peak TV industry lobby Commercial TV Australia (CTVA) is considering in their review of the industry’s code of practice. CTVA have proposed an amendment to the code that will simply formalise the already existing practice . That is, commercial arrangements that assist in the making of a program should be acknowledged either during programs, or in their credits. In my view, this amendment doesn’t go far enough in post “cash for comment” mediascapes (Dwyer). Audiences have a right to expect that broadcasters, production companies and program celebrities are open and transparent with the Australian community about these kinds of arrangements. They need to be far more clearly signposted, and people better informed about their role. In the US, the “Commercial Alert” <http://www.commercialalert.org/> organisation has been lobbying the Federal Communications Commission and the Federal Trade Commission to achieve similar in-program “visual acknowledgements.” The ABA’s Commercial Radio Inquiry (“Cash-for-Comment”) found widespread systemic regulatory failure and introduced three new standards. On that basis, how could a “standstill” response by CTVA, constitute best practice for such a pervasive and influential medium as contemporary commercial television? The World Idol example may lead to confusion for some audiences, who are unsure whether the issues involved relate to broadcasting or telecommunications. In fact, it could be dealt with as a complaint to the Telecommunication Industry Ombudsman (TIO) under an ACA registered, but Australian Communications Industry Forum (ACIF) developed, code of practice. These kind of cross-platform issues may become more vexed in future years from an audience’s perspective, especially if reality formats using on-screen premium rate service numbers invite audiences to participate, by sending MMS (multimedia messaging services) images or short video grabs over wireless networks. The political and cultural implications of this kind of audience interaction, in terms of access, participation, and more generally the symbolic power of media, may perhaps even indicate a longer-term shift in relations with consumers and citizens. In the Internet example, the Australian Competition and Consumer Commission’s (ACCC) Internet advertising jurisdiction would apply—not the ABA’s “co-regulatory” Internet content regime as some may have thought. Although the ACCC deals with complaints relating to Internet advertising, there won’t be much traction for them in a more complex issue that also includes, say, racist or religious bigotry. The DVD example would probably fall between the remits of the Office of Film and Literature Classification’s (OFLC) new “convergent” Guidelines for the Classification of Film and Computer Games and race discrimination legislation administered by the Human Rights and Equal Opportunity Commission (HREOC). The OFLC’s National Classification Scheme is really geared to provide consumer advice on media products that contain sexual and violent imagery or coarse language, rather than issues of racist language. And it’s unlikely that a single person would have the locus standito even apply for a reclassification. It may fall within the jurisdiction of the HREOC depending on whether it was played in public or not. Even then it would probably be considered exempt on free speech grounds as an “artistic work.” Unsolicited, potentially illegal, content transmitted via mobile wireless devices, in particular 3G phones, provide another example of content that falls between the media regulation cracks. It illustrates a potential content policy “turf grab” too. Image-enabled mobile phones create a variety of novel issues for content producers, network operators, regulators, parents and viewers. There is no one government media authority or agency with a remit to deal with this issue. Although it has elements relating to the regulatory activities of the ACA, the ABA, the OFLC, the TIO, and TISSC, the combination of illegal or potentially prohibited content and its carriage over wireless networks positions it outside their current frameworks. The ACA may argue it should have responsibility for this kind of content since: it now enforces the recently enacted Commonwealth anti-Spam laws; has registered an industry code of practice for unsolicited content delivered over wireless networks; is seeking to include ‘adult’ content within premium rate service numbers, and, has been actively involved in consumer education for mobile telephony. It has also worked with TISSC and the ABA in relation to telephone sex information services over voice networks. On the other hand, the ABA would probably argue that it has the relevant expertise for regulating wirelessly transmitted image-content, arising from its experience of Internet and free and subscription TV industries, under co-regulatory codes of practice. The OFLC can also stake its claim for policy and compliance expertise, since the recently implemented Guidelines for Classification of Film and Computer Games were specifically developed to address issues of industry convergence. These Guidelines now underpin the regulation of content across the film, TV, video, subscription TV, computer games and Internet sectors. Reshaping Institutions Debates around the “merged regulator” concept have occurred on and off for at least a decade, with vested interests in agencies and the executive jockeying to stake claims over new turf. On several occasions the debate has been given renewed impetus in the context of ruling conservative parties’ mooted changes to the ownership and control regime. It’s tended to highlight demarcations of remit, informed as they are by historical and legal developments, and the gradual accretion of regulatory cultures. Now the key pressure points for regulatory change include the mere existence of already converged single regulatory structures in those countries with whom we tend to triangulate our policy comparisons—the US, the UK and Canada—increasingly in a context of debates concerning international trade agreements; and, overlaying this, new media formats and devices are complicating existing institutional arrangements and legal frameworks. The Department of Communications, Information Technology & the Arts’s (DCITA) review brief was initially framed as “options for reform in spectrum management,” but was then widened to include “new institutional arrangements” for a converged regulator, to deal with visual content in the latest generation of mobile telephony, and other image-enabled wireless devices (DCITA). No other regulatory agencies appear, at this point, to be actively on the Government’s radar screen (although they previously have been). Were the review to look more inclusively, the ACCC, the OFLC and the specialist telecommunications bodies, the TIO and the TISSC may also be drawn in. Current regulatory arrangements see the ACA delegate responsibility for broadcasting services bands of the radio frequency spectrum to the ABA. In fact, spectrum management is the turf least contested by the regulatory players themselves, although the “convergent regulator” issue provokes considerable angst among powerful incumbent media players. The consensus that exists at a regulatory level can be linked to the scientific convention that holds the radio frequency spectrum is a continuum of electromagnetic bands. In this view, it becomes artificial to sever broadcasting, as “broadcasting services bands” from the other remaining highly diverse communications uses, as occurred from 1992 when the Broadcasting Services Act was introduced. The prospect of new forms of spectrum charging is highly alarming for commercial broadcasters. In a joint submission to the DCITA review, the peak TV and radio industry lobby groups have indicated they will fight tooth and nail to resist new regulatory arrangements that would see a move away from the existing licence fee arrangements. These are paid as a sliding scale percentage of gross earnings that, it has been argued by Julian Thomas and Marion McCutcheon, “do not reflect the amount of spectrum used by a broadcaster, do not reflect the opportunity cost of using the spectrum, and do not provide an incentive for broadcasters to pursue more efficient ways of delivering their services” (6). An economic rationalist logic underpins pressure to modify the spectrum management (and charging) regime, and undoubtedly contributes to the commercial broadcasting industry’s general paranoia about reform. Total revenues collected by the ABA and the ACA between 1997 and 2002 were, respectively, $1423 million and $3644.7 million. Of these sums, using auction mechanisms, the ABA collected $391 million, while the ACA collected some $3 billion. The sale of spectrum that will be returned to the Commonwealth by television broadcasters when analog spectrum is eventually switched off, around the end of the decade, is a salivating prospect for Treasury officials. The large sums that have been successfully raised by the ACA boosts their position in planning discussions for the convergent media regulatory agency. The way in which media outlets and regulators respond to publics is an enduring question for a democratic polity, irrespective of how the product itself has been mediated and accessed. Media regulation and civic responsibility, including frameworks for negotiating consumer and citizen rights, are fundamental democratic rights (Keane; Tambini). The ABA’s Commercial Radio Inquiry (‘cash for comment’) has also reminded us that regulatory frameworks are important at the level of corporate conduct, as well as how they negotiate relations with specific media audiences (Johnson; Turner; Gordon-Smith). Building publicly meaningful regulatory frameworks will be demanding: relationships with audiences are often complex as people are constructed as both consumers and citizens, through marketised media regulation, institutions and more recently, through hybridising program formats (Murdock and Golding; Lumby and Probyn). In TV, we’ve seen the growth of infotainment formats blending entertainment and informational aspects of media consumption. At a deeper level, changes in the regulatory landscape are symptomatic of broader tectonic shifts in the discourses of governance in advanced information economies from the late 1980s onwards, where deregulatory agendas created an increasing reliance on free market, business-oriented solutions to regulation. “Co-regulation” and “self-regulation’ became the preferred mechanisms to more direct state control. Yet, curiously contradicting these market transformations, we continue to witness recurring instances of direct intervention on the basis of censorship rationales (Dwyer and Stockbridge). That digital media content is “converging” between different technologies and modes of delivery is the norm in “new media” regulatory rhetoric. Others critique “visions of techno-glory,” arguing instead for a view that sees fundamental continuities in media technologies (Winston). But the socio-cultural impacts of new media developments surround us: the introduction of multichannel digital and interactive TV (in free-to-air and subscription variants); broadband access in the office and home; wirelessly delivered content and mobility, and, as Jock Given notes, around the corner, there’s the possibility of “an Amazon.Com of movies-on-demand, with the local video and DVD store replaced by online access to a distant server” (90). Taking a longer view of media history, these changes can be seen to be embedded in the global (and local) “innovation frontier” of converging digital media content industries and its transforming modes of delivery and access technologies (QUT/CIRAC/Cutler & Co). The activities of regulatory agencies will continue to be a source of policy rivalry and turf contestation until such time as a convergent regulator is established to the satisfaction of key players. However, there are risks that the benefits of institutional reshaping will not be readily available for either audiences or industry. In the past, the idea that media power and responsibility ought to coexist has been recognised in both the regulation of the media by the state, and the field of communications media analysis (Curran and Seaton; Couldry). But for now, as media industries transform, whatever the eventual institutional configuration, the evolution of media power in neo-liberal market mediascapes will challenge the ongoing capacity for interventions by national governments and their agencies. Works Cited Australian Broadcasting Authority. Commercial Radio Inquiry: Final Report of the Australian Broadcasting Authority. Sydney: ABA, 2000. Australian Communications Information Forum. Industry Code: Short Message Service (SMS) Issues. Dec. 2002. 8 Mar. 2004 <http://www.acif.org.au/__data/page/3235/C580_Dec_2002_ACA.pdf >. Commercial Television Australia. Draft Commercial Television Industry Code of Practice. Aug. 2003. 8 Mar. 2004 <http://www.ctva.com.au/control.cfm?page=codereview&pageID=171&menucat=1.2.110.171&Level=3>. Couldry, Nick. The Place of Media Power: Pilgrims and Witnesses of the Media Age. London: Routledge, 2000. Curran, James, and Jean Seaton. Power without Responsibility: The Press, Broadcasting and New Media in Britain. 6th ed. London: Routledge, 2003. Dept. of Communication, Information Technology and the Arts. Options for Structural Reform in Spectrum Management. Canberra: DCITA, Aug. 2002. ---. Proposal for New Institutional Arrangements for the ACA and the ABA. Aug. 2003. 8 Mar. 2004 <http://www.dcita.gov.au/Article/0,,0_1-2_1-4_116552,00.php>. Dept. of Foreign Affairs and Trade. Australia-United States Free Trade Agreement. Feb. 2004. 8 Mar. 2004 <http://www.dfat.gov.au/trade/negotiations/us_fta/outcomes/11_audio_visual.php>. Dwyer, Tim. Submission to Commercial Television Australia’s Review of the Commercial Television Industry’s Code of Practice. Sept. 2003. Dwyer, Tim, and Sally Stockbridge. “Putting Violence to Work in New Media Policies: Trends in Australian Internet, Computer Game and Video Regulation.” New Media and Society 1.2 (1999): 227-49. Given, Jock. America’s Pie: Trade and Culture After 9/11. Sydney: U of NSW P, 2003. Gordon-Smith, Michael. “Media Ethics After Cash-for-Comment.” The Media and Communications in Australia. Ed. Stuart Cunningham and Graeme Turner. Sydney: Allen and Unwin, 2002. Johnson, Rob. Cash-for-Comment: The Seduction of Journo Culture. Sydney: Pluto, 2000. Keane, John. The Media and Democracy. Cambridge: Polity, 1991. Lumby, Cathy, and Elspeth Probyn, eds. Remote Control: New Media, New Ethics. Melbourne: Cambridge UP, 2003. Murdock, Graham, and Peter Golding. “Information Poverty and Political Inequality: Citizenship in the Age of Privatized Communications.” Journal of Communication 39.3 (1991): 180-95. QUT, CIRAC, and Cutler & Co. Research and Innovation Systems in the Production of Digital Content and Applications: Report for the National Office for the Information Economy. Canberra: Commonwealth of Australia, Sept. 2003. Tambini, Damian. Universal Access: A Realistic View. IPPR/Citizens Online Research Publication 1. London: IPPR, 2000. Thomas, Julian and Marion McCutcheon. “Is Broadcasting Special? Charging for Spectrum.” Conference paper. ABA conference, Canberra. May 2003. Turner, Graeme. “Talkback, Advertising and Journalism: A cautionary tale of self-regulated radio”. International Journal of Cultural Studies 3.2 (2000): 247-255. ---. “Reshaping Australian Institutions: Popular Culture, the Market and the Public Sphere.” Culture in Australia: Policies, Publics and Programs. Ed. Tony Bennett and David Carter. Melbourne: Cambridge UP, 2001. Winston, Brian. Media, Technology and Society: A History from the Telegraph to the Internet. London: Routledge, 1998. Web Links http://www.aba.gov.au http://www.aca.gov.au http://www.accc.gov.au http://www.acif.org.au http://www.adma.com.au http://www.ctva.com.au http://www.crtc.gc.ca http://www.dcita.com.au http://www.dfat.gov.au http://www.fcc.gov http://www.ippr.org.uk http://www.ofcom.org.uk http://www.oflc.gov.au Links http://www.commercialalert.org/ Citation reference for this article MLA Style Dwyer, Tim. "Transformations" M/C: A Journal of Media and Culture <http://www.media-culture.org.au/0403/06-transformations.php>. APA Style Dwyer, T. (2004, Mar17). Transformations. M/C: A Journal of Media and Culture, 7, <http://www.media-culture.org.au/0403/06-transformations.php>

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

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

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

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

Introduction Since December 2010 the dramatic spectacle of the spread of mass uprisings, civil unrest, and protest across North Africa and the Middle East have been chronicled daily on mainstream media and new media. Broadly speaking, the Arab Spring—as it came to be known—is challenging repressive, corrupt governments and calling for democracy and human rights. The convulsive events linked with these debates have been striking not only because of the rapid spread of historically momentous mass protests but also because of the ways in which the media “have become inextricably infused inside them” enabling the global media ecology to perform “an integral part in building and mobilizing support, co-ordinating and defining the protests within different Arab societies as well as trans-nationalizing them” (Cottle 295). Images of mass protests have been juxtaposed against those of individuals prepared to self-destruct for political ends. Video clips and photographs of the individual suffering of Tunisian Mohamed Bouazizi’s self-immolation and the Bahraini Abdulhad al-Khawaja’s emaciated body foreground, in very graphic ways, political struggles that larger events would mask or render invisible. Highlighting broad commonalties does not assume uniformity in patterns of protest and media coverage across the region. There has been considerable variation in the global media coverage and nature of the protests in North Africa and the Middle East (Cottle). In Tunisia, Egypt, Libya, and Yemen uprisings overthrew regimes and leaders. In Syria it has led the country to the brink of civil war. In Bahrain, the regime and its militia violently suppressed peaceful protests. As a wave of protests spread across the Middle East and one government after another toppled in front of 24/7 global media coverage, Bahrain became the “Arab revolution that was abandoned by the Arabs, forsaken by the West … forgotten by the world,” and largely ignored by the global media (Al-Jazeera English). Per capita the protests have been among the largest of the Arab Spring (Human Rights First) and the crackdown as brutal as elsewhere. International organizations have condemned the use of military courts to trial protestors, the detaining of medical staff who had treated the injured, and the use of torture, including the torture of children (Fisher). Bahraini and international human rights organizations have been systematically chronicling these violations of human rights, and posting on Websites distressing images of tortured bodies often with warnings about the graphic depictions viewers are about to see. It was in this context of brutal suppression, global media silence, and the reluctance of the international community to intervene, that the Bahraini-Danish human rights activist Abdulhad al-Khawaja launched his “death or freedom” hunger strike. Even this radical action initially failed to interest international editors who were more focused on Egypt, Libya, and Syria, but media attention rose in response to the Bahrain Formula 1 race in April 2012. Pro-democracy activists pledged “days of rage” to coincide with the race in order to highlight continuing human rights abuses in the kingdom (Turner). As Al Khawaja’s health deteriorated the Bahraini government resisted calls for his release (Article 19) from the Danish government who requested that Al Khawaja be extradited there on “humanitarian grounds” for hospital treatment (Fisk). This article does not explore the geo-politics of the Bahraini struggle or the possible reasons why the international community—in contrast to Syria and Egypt—has been largely silent and reluctant to debate the issues. Important as they are, those remain questions for Middle Eastern specialists to address. In this article I am concerned with the overlapping and interpenetration of two ecologies. The first ecology is the ethical framing of a prison hunger strike as a corporeal-environmental act of (self) destruction intended to achieve political ends. The second ecology is the operation of global media where international inaction inadvertently foregrounds the political struggles that larger events and discourses surrounding Egypt, Libya, and Syria overshadow. What connects these two ecologies is the body of the hunger striker, turned into a spectacle and mediated via a politics of affect that invites a global public to empathise and so enter into his suffering. The connection between the two lies in the emaciated body of the hunger striker. An Ecological Humanities Approach This exploration of two ecologies draws on the ecological humanities and its central premise of connectivity. The ecological humanities critique the traditional binaries in Western thinking between nature and culture; the political and social; them and us; the collective and the individual; mind, body and emotion (Rose & Robin, Rieber). Such binaries create artificial hierarchies, divisions, and conflicts that ultimately impede the ability to respond to crises. Crises are major changes that are “out of control” driven—primarily but not exclusively—by social, political, and cultural forces that unleash “runaway systems with their own dynamics” (Rose & Robin 1). The ecological humanities response to crises is premised on the recognition of the all-inclusive connectivity of organisms, systems, and environments and an ethical commitment to action from within this entanglement. A founding premise of connectivity, first articulated by anthropologist and philosopher Gregory Bateson, is that the “unit of survival is not the individual or the species, but the organism-and-its-environment” (Rose & Robin 2). This highlights a dialectic in which an organism is shaped by and shapes the context in which it finds itself. Or, as Harries-Jones puts it, relations are recursive as “events continually enter into, become entangled with, and then re-enter the universe they describe” (3). This ensures constantly evolving ecosystems but it also means any organism that “deteriorates its environment commits suicide” (Rose & Robin 2) with implications for the others in the eco-system. Bateson’s central premise is that organisms are simultaneously independent, as separate beings, but also interdependent. Interactions are not seen purely as exchanges but as dynamic, dialectical, dialogical, and mutually constitutive. Thus, it is presumed that the destruction or protection of others has consequences for oneself. Another dimension of interactions is multi-modality, which implies that human communication cannot be reduced to a single mode such as words, actions, or images but needs to be understood in the complexity of inter-relations between these (see Rieber 16). Nor can dissemination be reduced to a single technological platform whether this is print, television, Internet, or other media (see Cottle). The final point is that interactions are “biologically grounded but not determined” in that the “cognitive, emotional and volitional processes” underpinning face-to-face or mediated communication are “essentially indivisible” and any attempt to separate them by privileging emotion at the expense of thought, or vice versa, is likely to be unhealthy (Rieber 17). This is most graphically demonstrated in a politically-motivated hunger strike where emotion and volition over-rides the survivalist instinct. The Ecology of a Prison Hunger Strike The radical nature of a hunger strike inevitably gives rise to medico-ethical debates. Hunger strikes entail the voluntary refusal of sustenance by an individual and, when prolonged, such deprivation sets off a chain reaction as the less important components in the internal body systems shut down to protect the brain until even that can no longer be protected (see Basoglu et al). This extreme form of protest—essentially an act of self-destruction—raises ethical issues over whether or not doctors or the state should intervene to save a life for humanitarian or political reasons. In 1975 and 1991, the World Medical Association (WMA) sought to negotiate this by distinguishing between, on the one hand, the mentally/psychological impaired individual who chooses a “voluntary fast” and, on the other hand, the hunger striker who chooses a form of protest action to secure an explicit political goal fully aware of fatal consequences of prolonged action (see Annas, Reyes). This binary enables the WMA to label the action of the mentally impaired suicide while claiming that to do so for political protesters would be a “misconception” because the “striker … does not want to die” but to “live better” by obtaining certain political goals for himself, his group or his country. “If necessary he is willing to sacrifice his life for his case, but the aim is certainly not suicide” (Reyes 11). In practice, the boundaries between suicide and political protest are likely to be much more blurred than this but the medico-ethical binary is important because it informs discourses about what form of intervention is ethically appropriate. In the case of the “suicidal” the WMA legitimises force-feeding by a doctor as a life-saving act. In the case of the political protestor, it is de-legitimised in discourses of an infringement of freedom of expression and an act of torture because of the pain involved (see Annas, Reyes). Philosopher Michel Foucault argued that prison is a key site where the embodied subject is explicitly governed and where the exercising of state power in the act of incarceration means the body of the imprisoned no longer solely belongs to the individual. It is also where the “body’s range of significations” is curtailed, “shaped and invested by the very forces that detain and imprison it” (Pugliese 2). Thus, prison creates the circumstances in which the incarcerated is denied the “usual forms of protest and judicial safeguards” available outside its confines. The consequence is that when presented with conditions that violate core beliefs he/she may view acts of self-destruction—such as hunger strikes or lip sewing—as one of the few “means of protesting against, or demanding attention” or achieving political ends still available to them (Reyes 11; Pugliese). The hunger strike implicates the state, which, in the act of imprisoning, has assumed a measure of power and responsibility for the body of the individual. If a protest action is labelled suicidal by medical professionals—for instance at Guantanamo—then the force-feeding of prisoners can be legitimised within the WMA guidelines (Annas). There is considerable political temptation to do so particularly when the hunger striker has become an icon of resistance to the state, the knowledge of his/her action has transcended prison confines, and the alienating conditions that prompted the action are being widely debated in the media. This poses a two-fold danger for the state. On the one hand, there is the possibility that the slow emaciation and death while imprisoned, if covered by the media, may become a spectacle able to mobilise further resistance that can destabilise the polity. On the other hand, there is the fear that in the act of dying, and the spectacle surrounding death, the hunger striker would have secured the public attention to the very cause they are championing. Central to this is whether or not the act of self-destruction is mediated. It is far from inevitable that the media will cover a hunger strike or do so in ways that enable the hunger striker’s appeal to the emotions of others. However, when it does, the international scrutiny and condemnation that follows may undermine the credibility of the state—as happened with the death of the IRA member Bobby Sands in Northern Ireland (Russell). The Media Ecology and the Bahrain Arab Spring The IRA’s use of an “ancient tactic ... to make a blunt appeal to sympathy and emotion” in the form of the Sands hunger strike was seen as “spectacularly successful in gaining worldwide publicity” (Willis 1). Media ecology has evolved dramatically since then. Over the past 20 years communication flows between the local and the global, traditional media formations (broadcast and print), and new communication media (Internet and mobile phones) have escalated. The interactions of the traditional media have historically shaped and been shaped by more “top-down” “politics of representation” in which the primary relationship is between journalists and competing public relations professionals servicing rival politicians, business or NGOs desire for media attention and framing issues in a way that is favourable or sympathetic to their cause. However, rapidly evolving new media platforms offer bottom up, user-generated content, a politics of connectivity, and mobilization of ordinary people (Cottle 31). However, this distinction has increasingly been seen as offering too rigid a binary to capture the complexity of the interactions between traditional and new media as well as the events they capture. The evolution of both meant their content increasingly overlaps and interpenetrates (see Bennett). New media technologies “add new communicative ingredients into the media ecology mix” (Cottle 31) as well as new forms of political protests and new ways of mobilizing dispersed networks of activists (Juris). Despite their pervasiveness, new media technologies are “unlikely to displace the necessity for coverage in mainstream media”; a feature noted by activist groups who have evolved their own “carnivalesque” tactics (Cottle 32) capable of creating the spectacle that meets television demands for action-driven visuals (Juris). New media provide these groups with the tools to publicise their actions pre- and post-event thereby increasing the possibility that mainstream media might cover their protests. However there is no guarantee that traditional and new media content will overlap and interpenetrate as initial coverage of the Bahrain Arab Spring highlights. Peaceful protests began in February 2011 but were violently quelled often by Saudi, Qatari and UAE militia on behalf of the Bahraini government. Mass arrests were made including that of children and medical personnel who had treated those wounded during the suppression of the protests. What followed were a long series of detentions without trial, military court rulings on civilians, and frequent use of torture in prisons (Human Rights Watch 2012). By the end of 2011, the country had the highest number of political prisoners per capita of any country in the world (Amiri) but received little coverage in the US. The Libyan uprising was afforded the most broadcast time (700 minutes) followed by Egypt (500 minutes), Syria (143), and Bahrain (34) (Lobe). Year-end round-ups of the Arab Spring on the American Broadcasting Corporation ignored Bahrain altogether or mentioned it once in a 21-page feature (Cavell). This was not due to a lack of information because a steady stream has flowed from mobile phones, Internet sites and Twitter as NGOs—Bahraini and international—chronicled in images and first-hand accounts the abuses. However, little of this coverage was picked up by the US-dominated global media. It was in this context that the Bahraini-Danish human rights activist Abdulhad Al Khawaja launched his “freedom or death” hunger strike in protest against the violent suppression of peaceful demonstrations, the treatment of prisoners, and the conduct of the trials. Even this radical action failed to persuade international editors to cover the Bahrain Arab Spring or Al Khawaja’s deteriorating health despite being “one of the most important stories to emerge over the Arab Spring” (Nallu). This began to change in April 2012 as a number of things converged. Formula 1 pressed ahead with the Bahrain Grand Prix, and pro-democracy activists pledged “days of rage” over human rights abuses. As these were violently suppressed, editors on global news desks increasingly questioned the government and Formula 1 “spin” that all was well in the kingdom (see BBC; Turner). Claims by the drivers—many of who were sponsored by the Bahraini government—that this was a sports event, not a political one, were met with derision and journalists more familiar with interviewing superstars were diverted into covering protests because their political counterparts had been denied entry to the country (Fisk). This combination of media events and responses created the attention, interest, and space in which Al Khawaja’s deteriorating condition could become a media spectacle. The Mediated Spectacle of Al Khawaja’s Hunger Strike Journalists who had previously struggled to interest editors in Bahrain and Al Khawaja’s plight found that in the weeks leading up to the Grand Prix and since “his condition rapidly deteriorated”’ and there were “daily updates with stories from CNN to the Hindustan Times” (Nulla). Much of this mainstream news was derived from interviews and tweets from Al Khawaja’s family after each visit or phone call. What emerged was an unprecedented composite—a diary of witnesses to a hunger strike interspersed with the family’s struggles with the authorities to get access to him and their almost tangible fear that the Bahraini government would not relent and he would die. As these fears intensified 48 human rights NGOs called for his release from prison (Article 19) and the Danish government formally requested his extradition for hospital treatment on “humanitarian grounds”. Both were rejected. As if to provide evidence of Al Khawaja’s tenuous hold on life, his family released an image of his emaciated body onto Twitter. This graphic depiction of the corporeal-environmental act of (self) destruction was re-tweeted and posted on countless NGO and news Websites (see Al-Jazeera). It was also juxtaposed against images of multi-million dollar cars circling a race-track, funded by similarly large advertising deals and watched by millions of people around the world on satellite channels. Spectator sport had become a grotesque parody of one man’s struggle to speak of what was going on in Bahrain. In an attempt to silence the criticism the Bahraini government imposed a de facto news blackout denying all access to Al Khawaja in hospital where he had been sent after collapsing. The family’s tweets while he was held incommunicado speak of their raw pain, their desperation to find out if he was still alive, and their grief. They also provided a new source of information, and the refrain “where is alkhawaja,” reverberated on Twitter and in global news outlets (see for instance Der Spiegel, Al-Jazeera). In the days immediately after the race the Danish prime minister called for the release of Al Khawaja, saying he is in a “very critical condition” (Guardian), as did the UN’s Ban-Ki Moon (UN News and Media). The silencing of Al Khawaja had become a discourse of callousness and as global media pressure built Bahraini ministers felt compelled to challenge this on non-Arabic media, claiming Al Khawaja was “eating” and “well”. The Bahraini Prime Minister gave one of his first interviews to the Western media in years in which he denied “AlKhawaja’s health is ‘as bad’ as you say. According to the doctors attending to him on a daily basis, he takes liquids” (Der Spiegel Online). Then, after six days of silence, the family was allowed to visit. They tweeted that while incommunicado he had been restrained and force-fed against his will (Almousawi), a statement almost immediately denied by the military hospital (Lebanon Now). The discourses of silence and callousness were replaced with discourses of “torture” through force-feeding. A month later Al Khawaja’s wife announced he was ending his hunger strike because he was being force-fed by two doctors at the prison, family and friends had urged him to eat again, and he felt the strike had achieved its goal of drawing the world’s attention to Bahrain government’s response to pro-democracy protests (Ahlul Bayt News Agency). Conclusion This article has sought to explore two ecologies. The first is of medico-ethical discourses which construct a prison hunger strike as a corporeal-environmental act of (self) destruction to achieve particular political ends. The second is of shifting engagement within media ecology and the struggle to facilitate interpenetration of content and discourses between mainstream news formations and new media flows of information. I have argued that what connects the two is the body of the hunger striker turned into a spectacle, mediated via a politics of affect which invites empathy and anger to mobilise behind the cause of the hunger striker. The body of the hunger striker is thereby (re)produced as a feature of the twin ecologies of the media environment and the self-environment relationship. References Ahlul Bayt News Agency. “Bahrain: Abdulhadi Alkhawaja’s Statement about Ending his Hunger Strike.” (29 May 2012). 1 June 2012 ‹http://abna.ir/data.asp?lang=3&id=318439›. Al-Akhbar. “Family Concerned Al-Khawaja May Be Being Force Fed.” Al-Akhbar English. (27 April 2012). 1 June 2012 ‹http://english.al-akhbar.com/content/family-concerned-al-khawaja-may-be-being-force-fed›. 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Mobile In many countries, more people have mobile phones than they do fixed-line phones. Mobile phones are one of the fastest growing technologies ever, outstripping even the internet in many respects. With the advent and widespread deployment of digital systems, mobile phones were used by an estimated 1, 158, 254, 300 people worldwide in 2002 (up from approximately 91 million in 1995), 51. 4% of total telephone subscribers (ITU). One of the reasons for this is mobility itself: the ability for people to talk on the phone wherever they are. The communicative possibilities opened up by mobile phones have produced new uses and new discourses (see Katz and Aakhus; Brown, Green, and Harper; and Plant). Contemporary soundscapes now feature not only voice calls in previously quiet public spaces such as buses or restaurants but also the aural irruptions of customised polyphonic ringtones identifying whose phone is ringing by the tune downloaded. The mobile phone plays an important role in contemporary visual and material culture as fashion item and status symbol. Most tragically one might point to the tableau of people in the twin towers of the World Trade Centre, or aboard a plane about to crash, calling their loved ones to say good-bye (Galvin). By contrast, one can look on at the bathos of Australian cricketer Shane Warne’s predilection for pressing his mobile phone into service to arrange wanted and unwanted assignations while on tour. In this article, I wish to consider another important and so far also under-theorised aspect of mobile phones: text. Of contemporary textual and semiotic systems, mobile text is only a recent addition. Yet it is already produces millions of inscriptions each day, and promises to be of far-reaching significance. Txt Txt msg ws an acidnt. no 1 expcted it. Whn the 1st txt msg ws sent, in 1993 by Nokia eng stdnt Riku Pihkonen, the telcom cpnies thought it ws nt important. SMS – Short Message Service – ws nt considrd a majr pt of GSM. Like mny teks, the *pwr* of txt — indeed, the *pwr* of the fon — wz discvrd by users. In the case of txt mssng, the usrs were the yng or poor in the W and E. (Agar 105) As Jon Agar suggests in Constant Touch, textual communication through mobile phone was an after-thought. Mobile phones use radio waves, operating on a cellular system. The first such mobile service went live in Chicago in December 1978, in Sweden in 1981, in January 1985 in the United Kingdom (Agar), and in the mid-1980s in Australia. Mobile cellular systems allowed efficient sharing of scarce spectrum, improvements in handsets and quality, drawing on advances in science and engineering. In the first instance, technology designers, manufacturers, and mobile phone companies had been preoccupied with transferring telephone capabilities and culture to the mobile phone platform. With the growth in data communications from the 1960s onwards, consideration had been given to data capabilities of mobile phone. One difficulty, however, had been the poor quality and slow transfer rates of data communications over mobile networks, especially with first-generation analogue and early second-generation digital mobile phones. As the internet was widely and wildly adopted in the early to mid-1990s, mobile phone proponents looked at mimicking internet and online data services possibilities on their hand-held devices. What could work on a computer screen, it was thought, could be reinvented in miniature for the mobile phone — and hence much money was invested into the wireless access protocol (or WAP), which spectacularly flopped. The future of mobiles as a material support for text culture was not to lie, at first at least, in aping the world-wide web for the phone. It came from an unexpected direction: cheap, simple letters, spelling out short messages with strange new ellipses. SMS was built into the European Global System for Mobile (GSM) standard as an insignificant, additional capability. A number of telecommunications manufacturers thought so little of the SMS as not to not design or even offer the equipment needed (the servers, for instance) for the distribution of the messages. The character sets were limited, the keyboards small, the typeface displays rudimentary, and there was no acknowledgement that messages were actually received by the recipient. Yet SMS was cheap, and it offered one-to-one, or one-to-many, text communications that could be read at leisure, or more often, immediately. SMS was avidly taken up by young people, forming a new culture of media use. Sending a text message offered a relatively cheap and affordable alternative to the still expensive timed calls of voice mobile. In its early beginnings, mobile text can be seen as a subcultural activity. The text culture featured compressed, cryptic messages, with users devising their own abbreviations and grammar. One of the reasons young people took to texting was a tactic of consolidating and shaping their own shared culture, in distinction from the general culture dominated by their parents and other adults. Mobile texting become involved in a wider reworking of youth culture, involving other new media forms and technologies, and cultural developments (Butcher and Thomas). Another subculture that also was in the vanguard of SMS was the Deaf ‘community’. Though the Alexander Graham Bell, celebrated as the inventor of the telephone, very much had his hearing-impaired wife in mind in devising a new form of communication, Deaf people have been systematically left off the telecommunications network since this time. Deaf people pioneered an earlier form of text communications based on the Baudot standard, used for telex communications. Known as teletypewriter (TTY), or telecommunications device for the Deaf (TDD) in the US, this technology allowed Deaf people to communicate with each other by connecting such devices to the phone network. The addition of a relay service (established in Australia in the mid-1990s after much government resistance) allows Deaf people to communicate with hearing people without TTYs (Goggin & Newell). Connecting TTYs to mobile phones have been a vexed issue, however, because the digital phone network in Australia does not allow compatibility. For this reason, and because of other features, Deaf people have become avid users of SMS (Harper). An especially favoured device in Europe has been the Nokia Communicator, with its hinged keyboard. The move from a ‘restricted’, ‘subcultural’ economy to a ‘general’ economy sees mobile texting become incorporated in the semiotic texture and prosaic practices of everyday life. Many users were already familiar with the new conventions already developed around electronic mail, with shorter, crisper messages sent and received — more conversation-like than other correspondence. Unlike phone calls, email is asynchronous. The sender can respond immediately, and the reply will be received with seconds. However, they can also choose to reply at their leisure. Similarly, for the adept user, SMS offers considerable advantages over voice communications, because it makes textual production mobile. Writing and reading can take place wherever a mobile phone can be turned on: in the street, on the train, in the club, in the lecture theatre, in bed. The body writes differently too. Writing with a pen takes a finger and thumb. Typing on a keyboard requires between two and ten fingers. The mobile phone uses the ‘fifth finger’ — the thumb. Always too early, and too late, to speculate on contemporary culture (Morris), it is worth analyzing the textuality of mobile text. Theorists of media, especially television, have insisted on understanding the specific textual modes of different cultural forms. We are familiar with this imperative, and other methods of making visible and decentring structures of text, and the institutions which animate and frame them (whether author or producer; reader or audience; the cultural expectations encoded in genre; the inscriptions in technology). In formal terms, mobile text can be described as involving elision, great compression, and open-endedness. Its channels of communication physically constrain the composition of a very long single text message. Imagine sending James Joyce’s Finnegan’s Wake in one text message. How long would it take to key in this exemplar of the disintegration of the cultural form of the novel? How long would it take to read? How would one navigate the text? Imagine sending the Courier-Mail or Financial Review newspaper over a series of text messages? The concept of the ‘news’, with all its cultural baggage, is being reconfigured by mobile text — more along the lines of the older technology of the telegraph, perhaps: a few words suffices to signify what is important. Mobile textuality, then, involves a radical fragmentation and unpredictable seriality of text lexia (Barthes). Sometimes a mobile text looks singular: saying ‘yes’ or ‘no’, or sending your name and ID number to obtain your high school or university results. Yet, like a telephone conversation, or any text perhaps, its structure is always predicated upon, and haunted by, the other. Its imagined reader always has a mobile phone too, little time, no fixed address (except that hailed by the network’s radio transmitter), and a finger poised to respond. Mobile text has structure and channels. Yet, like all text, our reading and writing of it reworks those fixities and makes destabilizes our ‘clear’ communication. After all, mobile textuality has a set of new pre-conditions and fragilities. It introduces new sorts of ‘noise’ to signal problems to annoy those theorists cleaving to the Shannon and Weaver linear model of communication; signals often drop out; there is a network confirmation (and message displayed) that text messages have been sent, but no system guarantee that they have been received. Our friend or service provider might text us back, but how do we know that they got our text message? Commodity We are familiar now with the pleasures of mobile text, the smile of alerting a friend to our arrival, celebrating good news, jilting a lover, making a threat, firing a worker, flirting and picking-up. Text culture has a new vector of mobility, invented by its users, but now coveted and commodified by businesses who did not see it coming in the first place. Nimble in its keystrokes, rich in expressivity and cultural invention, but relatively rudimentary in its technical characteristics, mobile text culture has finally registered in the boardrooms of communications companies. Not only is SMS the preferred medium of mobile phone users to keep in touch with each other, SMS has insinuated itself into previously separate communication industries arenas. In 2002-2003 SMS became firmly established in television broadcasting. Finally, interactive television had arrived after many years of prototyping and being heralded. The keenly awaited back-channel for television arrives courtesy not of cable or satellite television, nor an extra fixed-phone line. It’s the mobile phone, stupid! Big Brother was not only a watershed in reality television, but also in convergent media. Less obvious perhaps than supplementary viewing, or biographies, or chat on Big Brother websites around the world was the use of SMS for voting. SMS is now routinely used by mainstream television channels for viewer feedback, contest entry, and program information. As well as its widespread deployment in broadcasting, mobile text culture has been the language of prosaic, everyday transactions. Slipping into a café at Bronte Beach in Sydney, why not pay your parking meter via SMS? You’ll even receive a warning when your time is up. The mobile is becoming the ‘electronic purse’, with SMS providing its syntax and sentences. The belated ingenuity of those fascinated by the economics of mobile text has also coincided with a technological reworking of its possibilities, with new implications for its semiotic possibilities. Multimedia messaging (MMS) has now been deployed, on capable digital phones (an instance of what has been called 2.5 generation [G] digital phones) and third-generation networks. MMS allows images, video, and audio to be communicated. At one level, this sort of capability can be user-generated, as in the popularity of mobiles that take pictures and send these to other users. Television broadcasters are also interested in the capability to send video clips of favourite programs to viewers. Not content with the revenues raised from millions of standard-priced SMS, and now MMS transactions, commercial participants along the value chain are keenly awaiting the deployment of what is called ‘premium rate’ SMS and MMS services. These services will involve the delivery of desirable content via SMS and MMS, and be priced at a premium. Products and services are likely to include: one-to-one textchat; subscription services (content delivered on handset); multi-party text chat (such as chat rooms); adult entertainment services; multi-part messages (such as text communications plus downloads); download of video or ringtones. In August 2003, one text-chat service charged $4.40 for a pair of SMS. Pwr At the end of 2003, we have scarcely registered the textual practices and systems in mobile text, a culture that sprang up in the interstices of telecommunications. It may be urgent that we do think about the stakes here, as SMS is being extended and commodified. There are obvious and serious policy issues in premium rate SMS and MMS services, and questions concerning the political economy in which these are embedded. Yet there are cultural questions too, with intricate ramifications. How do we understand the effects of mobile textuality, rewriting the telephone book for this new cultural form (Ronell). What are the new genres emerging? And what are the implications for cultural practice and policy? Does it matter, for instance, that new MMS and 3rd generation mobile platforms are not being designed or offered with any-to-any capabilities in mind: allowing any user to upload and send multimedia communications to other any. True, as the example of SMS shows, the inventiveness of users is difficult to foresee and predict, and so new forms of mobile text may have all sorts of relationships with content and communication. However, there are worrying signs of these developing mobile circuits being programmed for narrow channels of retail purchase of cultural products rather than open-source, open-architecture, publicly usable nodes of connection. Works Cited Agar, Jon. Constant Touch: A Global History of the Mobile Phone. Cambridge: Icon, 2003. Barthes, Roland. S/Z. Trans. Richard Miller. New York: Hill & Wang, 1974. Brown, Barry, Green, Nicola, and Harper, Richard, eds. Wireless World: Social, Cultural, and Interactional Aspects of the Mobile Age. London: Springer Verlag, 2001. Butcher, Melissa, and Thomas, Mandy, eds. Ingenious: Emerging youth cultures in urban Australia. Melbourne: Pluto, 2003. Galvin, Michael. ‘September 11 and the Logistics of Communication.’ Continuum: Journal of Media and Cultural Studies 17.3 (2003): 303-13. Goggin, Gerard, and Newell, Christopher. Digital Disability: The Social Construction of Digital in New Media. Lanham, MA: Rowman & Littlefield, 2003. Harper, Phil. ‘Networking the Deaf Nation.’ Australian Journal of Communication 30. 3 (2003), in press. International Telecommunications Union (ITU). ‘Mobile Cellular, subscribers per 100 people.’ World Telecommunication Indicators <http://www.itu.int/ITU-D/ict/statistics/> accessed 13 October 2003. Katz, James E., and Aakhus, Mark, eds. Perpetual Contact: Mobile Communication, Private Talk, Public Performance. Cambridge: Cambridge U P, 2002. Morris, Meaghan. Too Soon, Too Late: History in Popular Culture. Bloomington and Indianapolis: U of Indiana P, 1998. Plant, Sadie. On the Mobile: The Effects of Mobile Telephones on Social and Individual Life. < http://www.motorola.com/mot/documents/0,1028,296,00.pdf> accessed 5 October 2003. Ronell, Avital. The Telephone Book: Technology—schizophrenia—electric speech. Lincoln: U of Nebraska P, 1989. Citation reference for this article MLA Style Goggin, Gerard. "‘mobile text’" M/C: A Journal of Media and Culture <http://www.media-culture.org.au/0401/03-goggin.php>. APA Style Goggin, G. (2004, Jan 12). ‘mobile text’. M/C: A Journal of Media and Culture, 7, <http://www.media-culture.org.au/0401/03-goggin.php>

1. A Minor Philosopher According to Guattari and Deleuze's definition, a 'minor literature' is the literature of a minority that makes use of a major language, a literature which deterritorialises that language and interconnects meanings of the most disparate levels, inseparably mixing and implicating poetic, psychological, social and political issues with each other. In analogy, the Japanese media theorist Toshiya Ueno has refered to Félix Guattari as a 'minor philosopher'. Himself a practicing psychoanalyst, Guattari was a foreigner to the Grand Nation of Philosophy, whose natives mostly treat him like an unworthy bastard. And yet he has established a garden of minor flowers, of mongrel weeds and rhizomes that are as polluting to philosophy as Kafka's writing has been to German literature (cf. Deleuze & Guattari, Kafka). The strategies of 'being minor' are, as exemplified by Guattari's writings (with and without Deleuze), deployed in multiple contexts: intensification, re-functionalisation, estrangement, transgression. The following offers a brief overview over the way in which Guattari conceptualises media, new technologies and art, as well as descriptions of several media art projects that may help to illustrate the potentials of such 'minor machines'. Without wanting to pin these projects down as 'Guattarian' artworks, I suggest that the specific practices of contemporary media artists can point us in the direction of the re-singularising, deterritorialising and subjectifying forces which Guattari indicated as being germane to media technologies. Many artists who work with media technologies do so through strategies of appropriation and from a position of 'being minor': whenever a marginality, a minority, becomes active, takes the word power (puissance de verbe), transforms itself into becoming, and not merely submitting to it, identical with its condition, but in active, processual becoming, it engenders a singular trajectory that is necessarily deterritorialising because, precisely, it's a minority that begins to subvert a majority, a consensus, a great aggregate. As long as a minority, a cloud, is on a border, a limit, an exteriority of a great whole, it's something that is, by definition, marginalised. But here, this point, this object, begins to proliferate ..., begins to amplify, to recompose something that is no longer a totality, but that makes a former totality shift, detotalises, deterritorialises an entity.' (Guattari, "Pragmatic/Machinic") In the context of media art, 'becoming minor' is a strategy of turning major technologies into minor machines. a. Krzysztof Wodiczko (PL/USA): Alien Staff Krzysztof Wodiczko's Alien Staff is a mobile communication system and prosthetic instrument which facilitates the communication of migrants in their new countries of residence, where they have insufficient command of the local language for communicating on a par with the native inhabitants. Alien Staff consists of a hand-held staff with a small video monitor and a loudspeaker at the top. The operator can adjust the height of the staff's head to be at a level with his or her own head. Via the video monitor, the operator can replay pre-recorded elements of an interview or a narration of him- or herself. The recorded material may contain biographical information when people have difficulties constructing coherent narratives in the foreign language, or it may include the description of feelings and impressions which the operator normally doesn't get a chance to talk about. The Staff is used in public places where passers-by are attracted to listen to the recording and engage in a conversation with the operator. Special transparent segments of the staff contain memorabilia, photographs or other objects which indicate a part of the personal history of the operator and which are intended to instigate a conversation. The Alien Staff offers individuals an opportunity to remember and retell their own story and to confront people in the country of immigration with this particular story. The Staff reaffirms the migrant's own subjectivity and re-singularises individuals who are often perceived as representative of a homogenous group. The instrument displaces expectations of the majority audience by articulating unformulated aspects of the migrant's subjectivity through a medium that appears as the attractive double of an apparently 'invisible' person. 2. Mass Media, New Technologies and 'Planetary Computerisation' Guattari's comments about media are mostly made in passing and display a clearly outlined opinion about the role of media in contemporary society: a staunch critique of mass media is coupled with an optimistic outlook to the potentials of a post-medial age in which new technologies can develop their singularising, heterogenic forces. The latter development is, as Guattari suggests, already discernible in the field of art and other cultural practices making use of electronic networks, and can lead to a state of 'planetary computerisation' in which multiple new subject-groups can emerge. Guattari consistently refers to the mass media with contempt, qualifying them as a stupefying machinery that is closely wedded to the forces of global capitalism, and that is co-responsible for much of the reactionary hyper-individualism, the desperation and the "state of emergency" that currently dominates "four-fifth of humanity" (Guattari, Chaosmosis 97; cf. Guattari, Drei Ökologien 16, 21). Guattari makes a passionate plea for a new social ecology and formulates, as one step towards this goal, the necessity, "to guide these capitalist societies of the age of mass media into a post-mass medial age; by this I mean that the mass media have to be reappropriated by a multiplicity of subject-groups who are able to administer them on a path of singularisation" (Guattari, "Regimes" 64). Guattari consistently refers to the mass media with contempt, qualifying them as a stupefying machinery that is closely wedded to the forces of global capitalism, and that is co-responsible for much of the reactionary hyper-individualism, the desperation and the "state of emergency" that currently dominates "four-fifth of humanity" (Guattari, Chaosmosis 97; cf. Guattari, Drei Ökologien 16, 21). Guattari makes a passionate plea for a new social ecology and formulates, as one step towards this goal, the necessity, "to guide these capitalist societies of the age of mass media into a post-mass medial age; by this I mean that the mass media have to be reappropriated by a multiplicity of subject-groups who are able to administer them on a path of singularisation" (Guattari, "Regimes" 64). b. Seiko Mikami (J/USA): World, Membrane and the Dismembered Body An art project that deals with the cut between the human subject and the body, and with the deterritorialisation of the sense of self, is Seiko Mikami's World, Membrane and the Dismembered Body. It uses the visitor's heart and lung sounds which are amplified and transformed within the space of the installation. These sounds create a gap between the internal and external sounds of the body. The project is presented in an-echoic room where sound does not reverberate. Upon entering this room, it is as though your ears are no longer living while paradoxically you also feel as though all of your nerves are concentrated in your ears. The sounds of the heart, lungs, and pulse beat are digitised by the computer system and act as parameters to form a continuously transforming 3-d polygonal mesh of body sounds moving through the room. Two situations are effected in real time: the slight sounds produced by the body itself resonate in the body's internal membranes, and the transfigured resonance of those sounds is amplified in the space. A time-lag separates both perceptual events. The visitor is overcome by the feeling that a part of his or her corporeality is under erasure. The body exists as abstract data, only the perceptual sense is aroused. The visitor is made conscious of the disappearance of the physical contours of his or her subjectivity and thereby experiences being turned into a fragmented body. The ears mediate the space that exists between the self and the body. Mikami's work fragments the body and its perceptual apparatus into data, employing them as interfaces and thus folding the body's horizon back onto itself. The project elucidates the difference between an actual and a virtual body, the actual body being deterritorialised and projected outwards towards a number of potential, virtual bodies that can, in the installation, be experienced as maybe even more 'real' than the actual body. 3. Artistic Practice Guattari's conception of post-media implies criss-crossing intersections of aesthetic, ethical, political and technological planes, among which the aesthetic, and with it artistic creativity, are ascribed a position of special prominence. This special role of art is a trope that recurs quite frequently in Guattari's writings, even though he is rarely specific about the artistic practices he has in mind. In A Thousand Plateaus, Deleuze and Guattari give some detailled attention to the works of artists like Debussy, Boulez, Beckett, Artaud, Kafka, Kleist, Proust, and Klee, and Chaosmosis includes longer passages and concrete examples for the relevance of the aesthetic paradigm. These examples come almost exclusively from the fields of performing arts, music and literature, while visual arts are all but absent. One reason for this could be that the performing arts are time-based and processual and thus lend themselves much better to theorisation of flows, transformations and differentiations. The visual arts can be related to the abstract machine of faciality (visageité) which produces unified, molar, identical entities out of a multiplicity of different singularities, assigning them to a specific category and associating them with particular social fields (cf. Deleuze & Guattari, Tausend Plateaus 167-91) This semiotic territorialisation is much more likely to happen in the case of static images, whether two- or three-dimensional, than in time-based art forms. An interesting question, then, would be whether media art projects, many of which are time-based, processual and open-ended, can be considered as potential post-medial art practices. Moreover, given the status of computer software as the central motor of the digital age, and the crucial role it plays in aesthetic productions like those discussed here, software may have to be viewed as the epitome of post-medial machines. Guattari seems to have been largely unaware of the beginnings of digital media art as it developed in the 1980s. In generalistic terms he suggests that the artist is particularly well-equipped to conceptualise the necessary steps for this work because, unlike engineers, he or she is not tied to a particular programme or plan for a product, and can change the course of a project at any point if an unexpected event or accident intrudes (cf. Guattari, Drei Ökologien 50). The significance of art for Guattari's thinking comes primarily from its close relation with processes of subjectivation. "Just as scientific machines constantly modify our cosmic frontiers, so do the machines of desire and aesthetic creation. As such, they hold an eminent place within assemblages of subjectivation, themselves called to relieve our old social machines which are incapable of keeping up with the efflorescence of machinic revolutions that shatter our epoch' (Guattari, Chaosmosis 54). The aesthetic paradigm facilitates the development of new, virtual forms of subjectivity, and of liberation, which will be adequate to these machinic revolutions. c. Knowbotic Research + cF: IO_Dencies The Alien Staff project was mentioned as an example for the re-singularisation and the virtualisation of identity, and World, Membrane and the Dismembered Body as an instance of the deterritorialisation and virtualisation of the human body through an artistic interface. The recent project by Knowbotic Research, IO_Dencies -- Questioning Urbanity, deals with the possibilities of agency, collaboration and construction in translocal and networked environments. It points in the direction of what Guattari has called the formation of 'group subjects' through connective interfaces. The project looks at urban settings in different megacities like Tokyo, São Paulo or the Ruhr Area, analyses the forces present in particular local urban situations, and offers experimental interfaces for dealing with these local force fields. IO_Dencies São Paulo enables the articulation of subjective experiences of the city through a collaborative process. Over a period of several months, a group of young architects and urbanists from São Paulo, the 'editors', provided the content and dynamic input for a database. The editors collected material (texts, images, sounds) based on their current situation and on their personal urban experience. A specially designed editor tool allowed the editors to build individual conceptual 'maps' in which to construct the relations between the different materials in the data-pool according to the subjective perception of the city. On the computational level, connectivities are created between the different maps of the editors, a process that is driven by algorithmic self-organisation whose rules are determined by the choices that the editors make. In the process, the collaborative editorial work in the database generates zones of intensities and zones of tension which are visualised as force fields and turbulences and which can be experienced through interfaces on the Internet and at physical exhibition sites. Participants on the Net and in the exhibition can modify and influence these electronic urban movements, force fields and intensities on an abstract, visual level, as well as on a content-based, textual level. This engagement with the project and its material is fed back into the database and influences the relational forces within the project's digital environment. Characteristic of the forms of agency as they evolve in networked environments is that they are neither individualistic nor collective, but rather connective. Whereas the collective is determined by an intentional and empathetic relation between agents within an assemblage, the connective rests on any kind of machinic relation and is therefore more versatile, more open, and based on the heterogeneity of its components or members. In the IO_Dencies interfaces, the different networked participants become visible for each other, creating a trans-local zone of connective agency. The inter-connectedness of their activities can be experienced visually, acoustically, and through the constant reconfiguration of the data sets, an experience which can become the basis of the formation of a specific, heterogeneous group subject. 4. Guattari's Concept of the Machinic An important notion underlying these analyses is that of the machine which, for Guattari, relates not so much to particular technological or mechanical objects, to the technical infrastructure or the physical flows of the urban environment. 'Machines' can be social bodies, industrial complexes, psychological or cultural formations, they are assemblages of heterogeneous parts, aggregations which transform forces, articulate and propel their elements, and force them into a continuous state of transformation and becoming. An important notion underlying these analyses is that of the machine which, for Guattari, relates not so much to particular technological or mechanical objects, to the technical infrastructure or the physical flows of the urban environment. 'Machines' can be social bodies, industrial complexes, psychological or cultural formations, they are assemblages of heterogeneous parts, aggregations which transform forces, articulate and propel their elements, and force them into a continuous state of transformation and becoming. d. Xchange Network My final example is possibly the most evocative in relation to Guattari's notions of the polyvocity and heterogenesis that new media technologies can trigger. It also links up closely with Guattari's own engagement with the minor community radio movement. In late 1997, the E-Lab in Riga initiated the Xchange network for audio experiments on the Internet. The participating groups in London, Ljubljana, Sydney, Berlin, and many other minor and major places, use the Net for distributing their original sound programmes. The Xchange network is "streaming via encoders to remote servers, picking up the stream and re-broadcasting it purely or re-mixed, looping the streams" (Rasa Smite). Xchange is a distributed group, a connective, that builds creative cooperation in live-audio streaming on the communication channels that connect them. They explore the Net as a sound-scape with particular qualities regarding data transmission, delay, feedback, and open, distributed collaborations. Moreover, they connect the network with a variety of other fields. Instead of defining an 'authentic' place of their artistic work, they play in the transversal post-medial zone of media labs in different countries, mailing lists, net-casting and FM broadcasting, clubs, magazines, stickers, etc., in which 'real' spaces and media continuously overlap and fuse (cf. Slater). 5. Heterogenic Practices If we want to understand the technological and the political implications of the machinic environment of the digital networks, and if we want to see the emergence of the group subjects of the post-media age Guattari talks about, we have to look at connectives like Xchange and the editor-participant assemblages of IO_Dencies. The far-reaching machinic transformations which they articulate, hold the potential of what Guattari refers to as the 'molecular revolution'. To realise this revolution, it is vital to "forge new analytical instruments, new concepts, because it is ... the transversality, the crossing of abstract machines that constitute a subjectivity and that are incarnated, that live in very different regions and domains and ... that can be contradictory and antagonistic". For Guattari, this is not a mere theoretical question, but one of experimentation, "of new forms of interactions, of movement construction that respects the diversity, the sensitivities, the particularities of interventions, and that is nonetheless capable of constituting antagonistic machines of struggle to intervene in power relations" (Guattari, "Pragmatic/Machinic" 4-5). The implication here is that some of the minor media practices pursued by artists using digital technologies point us in the direction of the positive potentials of post media. The line of flight of such experimentation is the construction of new and strong forms of subjectivity, "an individual and/or collective reconstitution of the self" (Guattari, Drei Ökologien 21), which can strengthen the process of what Guattari calls "heterogenesis, that is a continuous process of resingularisation. The individuals must, at the same time, become solidary and ever more different" (Guattari, Drei Ökologien 76). References Deleuze, Gilles, and Felix Guattari. Kafka: Pour une Litterature Mineur. Paris: Ed. de Minuit, 1975. ---. Tausend Plateaus. (1980) Berlin: Merve, 1992. Guattari, Félix. Cartographies Schizoanalytiques. Paris: Ed. Galilée, 1989. ---. Chaosmosis: An Ethico-Aesthetic Paradigm. (1992) Sydney: Power Publications, 1995. ---. Die drei Ökologien. (1989) Wien: Passagen Verlag, 1994. ---. "Pragmatic/Machinic." Discussion with Guattari, conducted and transcribed by Charles J. Stivale. (1985) Pre/Text 14.3-4 (1995). ---. "Regimes, Pathways, Subjects." Die drei Ökologien. (1989) Wien: Passagen Verlag, 1994. 95-108. ---. "Über Maschinen." (1990) Schmidgen, 115-32. Knowbotic Research. IO_Dencies. 1997-8. 11 Sep. 1999 <http://io.khm.de/>. De Landa, Manuel. "The Machinic Phylum." Technomorphica. Eds. V2_Organisation. Rotterdam: V2_Organisation, 1997. Mikami, Seiko. World, Membrane and the Dismembered Body. 1997. 11 Sep. 1999 <http://www.ntticc.or.jp/permanent/mikami/mikami_e.php>. Schmidgen, Henning, ed. Ästhetik und Maschinismus: Texte zu und von Félix Guattari. Berlin: Merve, 1995. ---. Das Unbewußte der Maschinen: Konzeptionen des Psychischen bei Guattari, Deleuze und Lacan. München: Fink, 1997. Slater, Howard. "Post-Media Operators." Nettime, 10 June 1998. 11 Sep. 1999 <http://www.factory.org>. Wodiczko, Krzysztof. 11 Sep. 1999 <http://cavs.mit.edu/people/kw.htm>. Xchange. 11 Sep. 1999 <http://xchange.re-lab.net>. (Note: An extended, Dutch version of this text was published in: Oosterling/Thissen, eds. Chaos ex Machina: Het ecosofisch Werk van Félix Guattari op de Kaart Gezet. Rotterdam: CFK, 1998. Citation reference for this article MLA style: Andreas Broeckmann. "Minor Media -- Heterogenic Machines: Notes on Félix Guattari's Conceptions of Art and New Media." M/C: A Journal of Media and Culture 2.6 (1999). [your date of access] <http://www.uq.edu.au/mc/9909/minor.php>. Chicago style: Andreas Broeckmann, "Minor Media -- Heterogenic Machines: Notes on Félix Guattari's Conceptions of Art and New Media," M/C: A Journal of Media and Culture 2, no. 6 (1999), <http://www.uq.edu.au/mc/9909/minor.php> ([your date of access]). APA style: Andreas Broeckmann. (1999) Minor Media -- Heterogenic Machines: Notes on Félix Guattari's Conceptions of Art and New Media. M/C: A Journal of Media and Culture 2(6). <http://www.uq.edu.au/mc/9909/minor.php> ([your date of access]).

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

IntroductionBushfires have taken numerous lives and destroyed communities throughout Australia over many years. Catastrophic fire weather alerts have occurred during the Australian summer of 2012–13, and long-term forecasts predict increased bushfire events throughout several areas of Australia. This article highlights how organisational and individual responses to bushfire in Australia often entail creative responses—either improvised responses at the time of bushfire emergencies or innovative (organisational, strategic, or technological) changes which help protect the community from, or mitigate against, future bushfire catastrophes. These improvised or innovative responses include emergency communications systems, practices, and devices. This article reports on findings from a research project funded by the Australian Research Council titled Using Community Engagement and Enhanced Visual Information to Promote FireWatch Satellite Communications as a Support for Collaborative Decision-making. FireWatch is a Web-based public information product based on near real time satellite data produced by the West Australian (WA) Government entity, Landgate. The project researches ways in which remote and regional publics can be engaged and mobilised through the development of a more user-friendly FireWatch site to make fire information accessible and usable, allowing a community-focused response to risk.The significance of the research project is evident both in how it addresses the important and life-threatening challenge of bushfires; and also in how Australia’s increasingly hot, dry, long summers are adding to historically-established risks. This innovative project uses an iterative, participatory design process incorporating action-research practices. This will ensure that the new Firewatch interface is redesigned, tested, observed, and reflected upon multiple times—and will incorporate the collective creativity of users, designers, and researchers.The qualitative findings reported on in this article are based on 19 interviews with community members in the town of Kununurra in the remote Kimberley region of WA. The findings are positioned within a reconceptualised framework in which creativity is viewed as an essential component of successful emergency responses. This includes, we argue, two critical aspects of creativity: improvisation during a catastrophic event; and ongoing innovation to improve future responses to catastrophes—including communication practices and technologies. This shifts the discourse within the literature in relation to the effective management and community responses to the changing phenomenon of fire catastrophes. Findings from the first round of interviews, and results of enquiries into previous bushfires in Australia, are used to highlight how these elements of creativity often entail a collective creativity on the part of emergency responders or the community in general. An additional focus is on the importance of the critical use of communication during a bushfire event.ImprovisationThe notion of "improvisation" is often associated with artistic performance. Nonetheless, improvisation is also integral to making effectual responses during natural catastrophes. “Extreme events present unforeseen conditions and problems, requiring a need for adaptation, creativity, and improvisation while demanding efficient and rapid delivery of services under extreme conditions” (Harrald 257).Catastrophes present us with unexpected scenarios and require rapid, on the spot problem solving and “even if you plan for a bushfire it is not going to go to plan. When the wind changes direction there has to be a new plan” (Jeff. Personal Interview. 2012). Jazz musicians or improvisational actors “work to build their knowledge across a range of fields, and this knowledge provides the elements for each improvisational outcome” (Kendra and Wachendorf 2). Similarly, emergency responders’ knowledge and preparation can be drawn “upon in the ambiguous and dynamic conditions of a disaster where not every need has been anticipated or accounted for” (Kendra and Wachtendorf 2). Individuals and community organisations not associated with emergency services also improvise in a creative and intuitive manner in the way they respond to catastrophes (Webb and Chevreau). For example, during the 9/11 terrorism catastrophe in the USA an assorted group of boat owners rapidly self-organised to evacuate Lower Manhattan. On their return trips, they carried emergency personnel and supplies to the area (Kendra and Wachendorf 5). An interviewee in our study also recalls bush fire incidents where creative problem solving and intuitive decision-making are called for. “It’s like in a fire, you have to be thinking fast. You need to be semi self-sufficient until help arrives. But without doing anything stupid and creating a worse situation” (Kelly. Personal Interview. 2012). Kelly then describes the rapid community response she witnessed during a recent fire on the outskirts of Kununurra, WA.Everyone had to be accounted for, moving cars, getting the tractors out, protecting the bores because you need the water. It happens really fast and it is a matter of rustling everyone up with the machinery. (2012)In this sense, the strength of communities in responding to catastrophes or disasters “results largely from the abilities of [both] individuals and organisations to adapt and improvise under conditions of uncertainty” (Webb and Chevreau 67). These improvised responses frequently involve a collective creativity—where groups of neighbours or emergency workers act in response to the unforseen, often in a unified and self-organising manner. InnovationCatastrophes also stimulate change and innovation for the future. Disasters create a new environment that must be explored, assessed, and comprehended. Disasters change the physical and social landscape, and thereby require a period of exploration, learning, and the development of new approaches. (Kendra and Wachtendorf 6)These new approaches can include organisational change, new response strategies, and technologies and communication improvements. Celebrated inventor Benjamin Franklin, for instance, facilitated the formation of the first Volunteer Fire department in the 1850s as a response to previous urban fire catastrophes in the USA (Mumford 258). This organisational innovation continues to play an instrumental part in modern fire fighting practices. Indeed, people living in rural and remote areas of Australia are heavily reliant on volunteer groups, due to the sparse population and vast distances that need to be covered.As with most inventions and innovations, new endeavours aimed at improving responses to catastrophes do not occur in a vacuum. They “are not just accidents, nor the inscrutable products of sporadic genius, but have abundant and clear causes in prior scientific and technological development” (Gifillian 61). Likewise, the development of our user-friendly and publically available FireWatch site relies on the accumulation of preceding inventions and innovations. This includes the many years spent developing the existing FireWatch site, a site dense in information of significant value to scientists, foresters, land managers, and fire experts.CommunicationsOften overlooked in discussions regarding emergency communications is the microgeographical exchanges that occur in response to the threat of natural disasters. This is where neighbours fill the critical period before emergency service responders can appear on site. In this situation, it is often local knowledge that underpins improvised grassroots communication networks that inform and organise the neighbourhood. During a recent bushfire on peri-rural blocks on the outskirts of Kununurra, neighbours went into action before emergency services volunteers could respond.We phoned around and someone would phone and call in. Instead of 000 being rung ten times, make sure that one person rang it in. 40 channel [CB Radio] was handy – two-way communication, four wheelers – knocking on doors making sure everyone is out of the house, just in case. (Jane. Personal Interview. 2012) Similarly, individuals and community groups have been able to inform and assist each other on a larger scale via social network technologies (SNTs). This creative application of SNTs began after the 9/11 terror attacks in 2001 when individuals created wikis in order to find missing persons (Palen and Lui). Twitter has experienced considerable growth and was used freely during the 2009 Black Saturday fires in Australia. Studies of tweeting activity during these fires indicate that “tweets made during Black Saturday are laden with actionable factual information which contrasts with earlier claims that tweets are of no value made of mere random personal notes” (Sinnappan et al. n.p.).Traditionally, official alerts and warnings have been provided to the public via television and radio. However, several inquiries into the recent bushfires within Australia show concern “with the way in which fire agencies deliver information to community members during a bushfire...[and in order to] improve community safety from bushfire, systems need to be implemented that enable community members to communicate information to fire agencies, making use of local knowledge” (Elsworth et al. 8).Technological and social developments over the last decade mean the public no longer relies on a single source of official information (Sorensen and Sorensen). Therefore, SNTs such as Twitter and Facebook are being used by the media and emergency authorities to make information available to the public. These SNTs are dynamic, in that there can be a two-way flow of information between the public and emergency organisations. Nonetheless, there has been limited use of SNTs by emergency agencies to source information posted by in situ residents, in order to help in decision-making (Freeman). Organisational use of multiple communication channels and platforms to inform citizens about bushfire emergencies ensures a greater degree of coverage—in case of communication systems breakdowns or difficulties—as in the telephone alert system breakdown in Kelmscott-Roleystone, WA or a recent fire in Warrnambool, Victoria which took out the regional telephone exchange making telephone calls, mobiles, landlines, and the Internet non-operational (Johnson). The new FireWatch site will provide an additional information option for rural and remote Australians who, often rely on visual sightings and on word-of-mouth to be informed about fires in their region. “The neighbour came over and said - there is a fire, we’d better get our act together because it is going to hit us. No sooner than I turned around, I thought shit, here it comes” (Richard. Personal Interview. 2012). The FireWatch ProjectThe FireWatch project involves the redevelopment of an existing FireWatch website to extend the usability of the product from experts to ordinary users in order to facilitate community-based decision-making and action both before and during bushfire emergencies. To this purpose, the project has been broken down to two distinct, yet interdependent, strands. The community strand involves collaboration within a community (in this case the Kununurra community) in order to carry out a community-centred approach to further development of the site. The design strand involves the development of an intuitive and accessible Web presentation of complex information in clear, unambiguous ways to inform action in stressful circumstances. At this stage, a first round of 19 semi-structured interviews with stakeholders has been conducted in Kununurra to determine fire-related information-seeking behaviours, attitudes to mediated information services in the region, as well as user feedback on a prototype website developed in the design strand of the project. Stakeholders included emergency services personnel (payed and volunteer), shire representatives, tourism operators, small business operators (including tourism operators), a forest manager, a mango farmer, an Indigenous ranger team manager as well as general community members. Interviewees reported dissatisfaction with current information systems. They gave positive feedback about the website prototype. “It’s very much, very easy to follow” (David. Personal Interview. 2012). “It looks so much better than [the old site]. You couldn’t get in that close on [the other site]. It is fantastic” (Lance. Personal Interview. 2012). They also added thought-provoking contributions to the design of the website (to be discussed later).Residents of Kununurra who were interviewed for this research project found bushfire warning communications unsatisfactory, especially during a recent fire on the outskirts of town. People who called 000 had difficulties passing the information on, having to explain exactly where Kununurra was and the location of fires to operators not familiar with the area. When asked how the Kununurra community gets their fire information a Shire representative explained: That is not very good at the moment. The only other way we can think about it is perhaps more updates on things like Facebook, perhaps on a website, but with this current fire there really wasn’t a lot of information and a lot of people didn’t know what was going on. We [the shire] knew because we were talking to the [fire] brigades and to FESA [Fire and Emergency Services Authority] but most residents didn’t have any idea and it looks pretty bad. (Ginny. Personal Interview. 2012) All being well, the new user-friendly FireWatch site will add another platform through which fire information messages are transmitted. Community members will be offered continuously streamed bushfire location information, which is independent of any emergency services communication systems. In particular, rural and remote areas of Australia will have fire information at the ready.The participatory methodology used in the design of the new FireWatch website makes use of collaborative creativity, whereby users’ vision of the website and context are incorporated. This iterative process “creates an equal evolving participatory process between user and designer towards sharing values and knowledge and creating new domains of collective creativity” (Park 2012). The rich and sometimes contradictory suggestions made by interviewees in this project often reflected individual visions of the tasks and information required, and individual preferences regarding the delivery of this information. “I have been thinking about how could this really work for me? I can give you feedback on what has happened in the past but how could it work for me in the future?” (Keith. Personal Interview. 2012). Keith and other community members interviewed in Kununurra indicated a variety of extra functions on the site not expected by the product designers. Some of these unexpected functions were common to most interviewees such as the great importance placed on the inclusion of a satellite view option on the site map (example shown in Figure 1). Jeremy, a member of an Indigenous ranger unit in the Kununurra area, was very keen to incorporate the satellite view options on the site. He explained that some of the older rangers:can’t use GPSs and don’t know time zones or what zones to put in, so they’ll use a satellite-style view. We’ll have Google Earth up on one [screen], and also our [own] imagery up on another [screen] and go that way. Be scrolling in and see – we’ve got a huge fire scar for 2011 around here; another guy will be on another computer zoning in and say, I think it is here. It’s quite simplistic but it works. (Personal Interview. 2012) In the case above, where rangers are already switching between computer screens to incorporate a satellite view into their planning, the importance of a satellite view layer on the FireWatch website makes user context an essential part of the design process. Incorporating many layers on one screen, as recommended by participants also ensures a more elegant solution to an existing problem.Figure 1: Satellite view in the Kununurra area showing features such as gorges, rivers, escarpments and dry riverbedsThis research project will involve further consultation with participants (both online and offline) regarding bushfire safety communications in their region, as well as the further design of the site. The website will be available over multiple devices (for example desktops, smart phones, and hand held tablet devices) and will be launched late this year. Further work will also be carried out to determine if social media is appropriate for this community of users in order to build awareness and share information regarding the site.Conclusion Community members improvise and self-organise when communicating fire information and organising help for each other. This can happen at a microgeographical (neighbourhood) level or on a wider level via social networking sites. Organisations also develop innovative communication systems or devices as a response to the threat of bushfires. Communication innovations, such as the use of Twitter and Facebook by fire emergency services, have been appropriated and fine-tuned by these organisations. Other innovations such as the user-friendly Firewatch site rely on previous technological developments in satellite-delivered imagery—as well as community input regarding the design and use of the site.Our early research into community members’ fire-related information-seeking behaviours and attitudes to mediated information services in the region of Kununurra has found unexpectedly creative responses, which range from collective creativity on the part of emergency responders or the community in general during events to creative use of existing information and communication networks. We intend to utilise this creativity in re-purposing FireWatch alongside the creative work of the designers in the project.Although it is commonplace to think of graphic design and new technology as incorporating creativity, it is rarely acknowledged how frequently these innovations harness everyday perspectives from non-professionals. In the case of the FireWatch developments, the creativity of designers and technologists has been informed by the creative responses of members of the public who are best placed to understand the challenges posed by restricted information flows on the ground in times of crisis. In these situations, people respond not only with new ideas for the future but with innovative responses in the present as they communicate with each other to deal with the challenge of a fast-moving and unpredictable situation. Such improvisation, honed through close awareness of the contours and parameters of both community and communication, are one of the ways through which people help keep themselves and each other safe in the face of dramatic developments.ReferencesElsworth, G., and K. Stevens, J. Gilbert, H. Goodman, A Rhodes. "Evaluating the Community Safety Approach to Bushfires in Australia: Towards an Assessment of What Works and How." Biennial Conference of the Eupopean Evaluation Society, Lisbon, Oct. 2008. Freeman, Mark. "Fire, Wind and Water: Social Networks in Natural Disasters." Journal of Cases on Information Technology (JCIT) 13.2 (2011): 69–79.Gilfillan, S. Colum. The Sociology of Invention. Chicago: Follett Publishing, 1935.Harrald, John R. "Agility and Discipline: Critical Success Factors for Disaster Response." The Annals of the American Academy of Political and Social Science 604.1 (2006): 256–72.Johnson, Peter. "Australia Unprepared for Bushfire”. Australian Broadcasting Corporation 17 Dec. 2012. 3 Jan. 2013 ‹http://www.abc.net.au/environment/articles/2012/12/17/3654075.htm›.Keelty, Mick J. "A Shared Responsibility: the Report of the Perth Hills Bushfires February 2011". Department of Premier and Cabinet, Government of Western Australia, Perth.Kendra, James, and Tricia Wachtendorf. "Improvisation, Creativity, and the Art of Emergency Management." NATO Advanced Research Workshop on Understanding and Responding to Terrorism: A Multi-Dimensional Approach. Washington, DC, 8-9 Sep. 2006.———. "Creativity in Emergency Response after the World Trade Centre Attack". Amud Conference of the International Emergency Management Society. University of Delaware. 14-17 May 2002. Mumford, Michael D. "Social Innovation: Ten Cases from Benjamin Franklin." Creativity Research Journal 14.2 (2002): 253–66.Palen, Leysia, and Sophia.B. Liu. "Citizen Communications in Crisis: Anticipating a Future of ICT-Supported Public Participation." Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. San Jose, 28 Apr. - 3 May 2007.Park, Ji Yong. "Design Process Excludes Users: The Co-Creation Activities between User and Designer." Digital Creativity 23.1 (2012): 79–92. Sinnappan, Suku, Cathy Farrell, and Elizabeth Stewart. "Priceless Tweets! A Study on Twitter Messages Posted During Crisis: Black Saturday." Proceedings of 21st Australasian Conference on Information Systems (ACIS 2010). Brisbane, Australia, 1-3 Dec 2010.Sorensen, John H., and Barbara Vogt Sorensen. "Community Processes: Warning and Evacuation." Handbook of Disaster Research. Eds. Havidán Rodríguez, Enrico Louis Quarantelli, and Russell Rowe Dynes. New York: Springer, 2007. 183–99.Webb, Gary R., and Francois-Regis Chevreau. "Planning to Improvise: The Importance of Creativity and Flexibility in Crisis Response." International Journal of Emergency Management 3.1 (2006): 66–72.

The academic journal is obsolete. In a world where there are more titles than ever, this is a comment on their form – especially the print journal – rather than their quantity. Now that you can get everything online, it doesn’t really matter what journal a paper appears in; certainly it doesn’t matter what’s in the same issue. The experience of a journal is rapidly obsolescing, for both editors and readers. I’m obviously not the first person to notice this (see, for instance, "Scholarly Communication"; "Transforming Scholarly Communication"; Houghton; Policy Perspectives; Teute), but I do have a personal stake in the process. For if the journal is obsolete then it follows that the editor is obsolete, and I am the editor of the International Journal of Cultural Studies. I founded the IJCS and have been sole editor ever since. Next year will see the fiftieth issue. So far, I have been responsible for over 280 published articles – over 2.25 million words of other people’s scholarship … and counting. We won’t say anything about the words that did not get published, except that the IJCS rejection rate is currently 87 per cent. Perhaps the first point that needs to be made, then, is that obsolescence does not imply lack of success. By any standard the IJCS is a successful journal, and getting more so. It has recently been assessed as a top-rating A* journal in the Australian Research Council’s journal rankings for ERA (Excellence in Research for Australia), the newly activated research assessment exercise. (In case you’re wondering, M/C Journal is rated B.) The ARC says of the ranking exercise: ‘The lists are a result of consultations with the sector and rigorous review by leading researchers and the ARC.’ The ARC definition of an A* journal is given as: Typically an A* journal would be one of the best in its field or subfield in which to publish and would typically cover the entire field/ subfield. Virtually all papers they publish will be of very high quality. These are journals where most of the work is important (it will really shape the field) and where researchers boast about getting accepted.Acceptance rates would typically be low and the editorial board would be dominated by field leaders, including many from top institutions. (Appendix I, p. 21; and see p. 4.)Talking of boasting, I love to prate about the excellent people we’ve published in the IJCS. We have introduced new talent to the field, and we have published new work by some of its pioneers – including Richard Hoggart and Stuart Hall. We’ve also published – among many others – Sara Ahmed, Mohammad Amouzadeh, Tony Bennett, Goran Bolin, Charlotte Brunsdon, William Boddy, Nico Carpentier, Stephen Coleman, Nick Couldry, Sean Cubitt, Michael Curtin, Daniel Dayan, Ben Dibley, Stephanie Hemelryk Donald, John Frow, Elfriede Fursich, Christine Geraghty, Mark Gibson, Paul Gilroy, Faye Ginsberg, Jonathan Gray, Lawrence Grossberg, Judith Halberstam, Hanno Hardt, Gay Hawkins, Joke Hermes, Su Holmes, Desmond Hui, Fred Inglis, Henry Jenkins, Deborah Jermyn, Ariel Heryanto, Elihu Katz, Senator Rod Kemp (Australian government minister), Youna Kim, Agnes Ku, Richard E. Lee, Jeff Lewis, David Lodge (the novelist), Knut Lundby, Eric Ma, Anna McCarthy, Divya McMillin, Antonio Menendez-Alarcon, Toby Miller, Joe Moran, Chris Norris, John Quiggin, Chris Rojek, Jane Roscoe, Jeffrey Sconce, Lynn Spigel, John Storey, Su Tong, the late Sako Takeshi, Sue Turnbull, Graeme Turner, William Uricchio, José van Dijck, Georgette Wang, Jing Wang, Elizabeth Wilson, Janice Winship, Handel Wright, Wu Jing, Wu Qidi (Chinese Vice-Minister of Education), Emilie Yueh-Yu Yeh, Robert Young and Zhao Bin. As this partial list makes clear, as well as publishing the top ‘hegemons’ we also publish work pointing in new directions, including papers from neighbouring disciplines such as anthropology, area studies, economics, education, feminism, history, literary studies, philosophy, political science, and sociology. We have sought to represent neglected regions, especially Chinese cultural studies, which has grown strongly during the past decade. And for quite a few up-and-coming scholars we’ve been the proud host of their first international publication. The IJCS was first published in 1998, already well into the internet era, but it was print-only at that time. Since then, all content, from volume 1:1 onwards, has been digitised and is available online (although vol 1:2 is unaccountably missing). The publishers, Sage Publications Ltd, London, have steadily added online functionality, so that now libraries can get the journal in various packages, including offering this title among many others in online-only bundles, and individuals can purchase single articles online. Thus, in addition to institutional and individual subscriptions, which remain the core business of the journal, income is derived by the publisher from multi-site licensing, incremental consortial sales income, single- and back-issue sales (print), pay-per-view, and deep back file sales (electronic). So what’s obsolete about it? In that boasting paragraph of mine (above), about what wonderful authors we’ve published, lies one of the seeds of obsolescence. For now that it is available online, ‘users’ (no longer ‘readers’!) can search for what they want and ignore the journal as such altogether. This is presumably how most active researchers experience any journal – they are looking for articles (or less: quotations; data; references) relevant to a given topic, literature review, thesis etc. They encounter a journal online through its ‘content’ rather than its ‘form.’ The latter is irrelevant to them, and may as well not exist. The Cover Some losses are associated with this change. First is the loss of the front cover. Now you, dear reader, scrolling through this article online, might well complain, why all the fuss about covers? Internet-generation journals don’t have covers, so all of the work that goes into them to establish the brand, the identity and even the ‘affect’ of a journal is now, well, obsolete. So let me just remind you of what’s at stake. Editors, designers and publishers all take a good deal of trouble over covers, since they are the point of intersection of editorial, design and marketing priorities. Thus, the IJCS cover contains the only ‘content’ of the journal for which we pay a fee to designers and photographers (usually the publisher pays, but in one case I did). Like any other cover, ours has three main elements: title, colour and image. Thought goes into every detail. Title I won’t say anything about the journal’s title as such, except that it was the result of protracted discussions (I suggested Terra Nullius at one point, but Sage weren’t having any of that). The present concern is with how a title looks on a cover. Our title-typeface is Frutiger. Originally designed by Adrian Frutiger for Charles de Gaulle Airport in Paris, it is suitably international, being used for the corporate identity of the UK National Health Service, Telefónica O2, the Royal Navy, the London School of Economics , the Canadian Broadcasting Corporation, the Conservative Party of Canada, Banco Bradesco of Brazil, the Finnish Defence Forces and on road signs in Switzerland (Wikipedia, "Frutiger"). Frutiger is legible, informal, and reads well in small copy. Sage’s designer and I corresponded on which of the words in our cumbersome name were most important, agreeing that ‘international’ combined with ‘cultural’ is the USP (Unique Selling Point) of the journal, so they should be picked out (in bold small-caps) from the rest of the title, which the designer presented in a variety of Frutiger fonts (regular, italic, and reversed – white on black), presumably to signify the dynamism and diversity of our content. The word ‘studies’ appears on a lozenge-shaped cartouche that is also used as a design element throughout the journal, for bullet points, titles and keywords. Colour We used to change this every two years, but since volume 7 it has stabilised with the distinctive Pantone 247, ‘new fuchsia.’ This colour arose from my own environment at QUT, where it was chosen (by me) for the new Creative Industries Faculty’s academic gowns and hoods, and thence as a detailing colour for the otherwise monochrome Creative Industries Precinct buildings. There’s a lot of it around my office, including on the wall and the furniture. New Fuchsia is – we are frequently told – a somewhat ‘girly’ colour, especially when contrasted with the Business Faculty’s blue or Law’s silver; its similarity to the Girlfriend/Dolly palette does introduce a mild ‘politics of prestige’ element, since it is determinedly pop culture, feminised, and non-canonical. Image Right at the start, the IJCS set out to signal its difference from other journals. At that time, all Sage journals had calligraphic colours – but I was insistent that we needed a photograph (I have ‘form’ in this respect: in 1985 I changed the cover of the Australian Journal of Cultural Studies from a line drawing (albeit by Sydney Nolan) to a photograph; and I co-designed the photo-cover of Cultural Studies in 1987). For IJCS I knew which photo I wanted, and Sage went along with the choice. I explained it in the launch issue’s editorial (Hartley, "Editorial"). That original picture, a goanna on a cattle grid in the outback, by Australian photographer Grant Hobson, lasted ten years. Since volume 11 – in time for our second decade – the goanna has been replaced with a picture by Italian-based photographer Patrick Nicholas, called ‘Reality’ (Hartley, "Cover Narrative"). We have also used two other photos as cover images, once each. They are: Daniel Meadows’s 1974 ‘Karen & Barbara’ (Hartley, "Who"); and a 1962 portrait of Richard Hoggart from the National Portrait Gallery in London (Owen & Hartley 2007). The choice of picture has involved intense – sometimes very tense – negotiations with Sage. Most recently, they were adamant the Daniel Meadows picture, which I wanted to use as the long-term replacement of the goanna, was too ‘English’ and they would not accept it. We exchanged rather sharp words before compromising. There’s no need to rehearse the dispute here; the point is that both sides, publisher and editor, felt that vital interests were at stake in the choice of a cover-image. Was it too obscure; too Australian; too English; too provocative (the current cover features, albeit in the deep background, a TV screen-shot of a topless Italian game-show contestant)? Running Order Beyond the cover, the next obsolete feature of a journal is the running order of articles. Obviously what goes in the journal is contingent upon what has been submitted and what is ready at a given time, so this is a creative role within a very limited context, which is what makes it pleasurable. Out of a limited number of available papers, a choice must be made about which one goes first, what order the other papers should follow, and which ones must be held over to the next issue. The first priority is to choose the lead article: like the ‘first face’ in a fashion show (if you don’t know what I mean by that, see FTV.com. It sets the look, the tone, and the standard for the issue. I always choose articles I like for this slot. It sends a message to the field – look at this! Next comes the running order. We have about six articles per issue. It is important to maintain the IJCS’s international mix, so I check for the country of origin, or failing that (since so many articles come from Anglosphere countries like the USA, UK and Australia), the location of the analysis. Attention also has to be paid to the gender balance among authors, and to the mix of senior and emergent scholars. Sometimes a weak article needs to be ‘hammocked’ between two good ones (these are relative terms – everything published in the IJCS is of a high scholarly standard). And we need to think about disciplinary mix, so as not to let the journal stray too far towards one particular methodological domain. Running order is thus a statement about the field – the disciplinary domain – rather than about an individual paper. It is a proposition about how different voices connect together in some sort of disciplinary syntax. One might even claim that the combination of cover and running order is a last vestige of collegiate collectivism in an era of competitive academic individualism. Now all that matters is the individual paper and author; the ‘currency’ is tenure, promotion and research metrics, not relations among peers. The running order is obsolete. Special Issues An extreme version of running order is the special issue. The IJCS has regularly published these; they are devoted to field-shaping initiatives, as follows: Title Editor(s) Issue Date Radiocracy: Radio, Development and Democracy Amanda Hopkinson, Jo Tacchi 3.2 2000 Television and Cultural Studies Graeme Turner 4.4 2001 Cultural Studies and Education Karl Maton, Handel Wright 5.4 2002 Re-Imagining Communities Sara Ahmed, Anne-Marie Fortier 6.3 2003 The New Economy, Creativity and Consumption John Hartley 7.1 2004 Creative Industries and Innovation in China Michael Keane, John Hartley 9.3 2006 The Uses of Richard Hoggart Sue Owen, John Hartley 10.1 2007 A Cultural History of Celebrity Liz Barry 11.3 2008 Caribbean Media Worlds Anna Pertierra, Heather Horst 12.2 2009 Co-Creative Labour Mark Deuze, John Banks 12.5 2009 It’s obvious that special issues have a place in disciplinary innovation – they can draw attention in a timely manner to new problems, neglected regions, or innovative approaches, and thus they advance the field. They are indispensible. But because of online publication, readers are not held to the ‘project’ of a special issue and can pick and choose whatever they want. And because of the peculiarities of research assessment exercises, editing special issues doesn’t count as research output. The incentive to do them is to that extent reduced, and some universities are quite heavy-handed about letting academics ‘waste’ time on activities that don’t produce ‘metrics.’ The special issue is therefore threatened with obsolescence too. Refereeing In many top-rating journals, the human side of refereeing is becoming obsolete. Increasingly this labour-intensive chore is automated and the labour is technologically outsourced from editors and publishers to authors and referees. You have to log on to some website and follow prompts in order to contribute both papers and the assessment of papers; interactions with editors are minimal. At the IJCS the process is still handled by humans – namely, journal administrator Tina Horton and me. We spend a lot of time checking how papers are faring, from trying to find the right referees through to getting the comments and then the author’s revisions completed in time for a paper to be scheduled into an issue. The volume of email correspondence is considerable. We get to know authors and referees. So we maintain a sense of an interactive and conversational community, albeit by correspondence rather than face to face. Doubtless, sooner or later, there will be a depersonalised Text Management System. But in the meantime we cling to the romantic notion that we are involved in refereeing for the sake of the field, for raising the standard of scholarship, for building a globally dispersed virtual college of cultural studies, and for giving everyone – from unfavoured countries and neglected regions to famous professors in old-money universities – the same chance to get their research published. In fact, these are largely delusional ideals, for as everyone knows, refereeing is part of the political economy of publicly-funded research. It’s about academic credentials, tenure and promotion for the individual, and about measurable research metrics for the academic organisation or funding agency (Hartley, "Death"). The IJCS has no choice but to participate: we do what is required to qualify as a ‘double-blind refereed journal’ because that is the only way to maintain repute, and thence the flow of submissions, not to mention subscriptions, without which there would be no journal. As with journals themselves, which proliferate even as the print form becomes obsolete, so refereeing is burgeoning as a practice. It’s almost an industry, even though the currency is not money but time: part gift-economy; part attention-economy; partly the payment of dues to the suzerain funding agencies. But refereeing is becoming obsolete in the sense of gathering an ‘imagined community’ of people one might expect to know personally around a particular enterprise. The process of dispersal and anonymisation of the field is exacerbated by blind refereeing, which we do because we must. This is suited to a scientific domain of objective knowledge, but everyone knows it’s not quite like that in the ‘new humanities’. The agency and identity of the researcher is often a salient fact in the research. The embedded positionality of the author, their reflexiveness about their own context and room-for-manoeuvre, and the radical contextuality of knowledge itself – these are all more or less axiomatic in cultural studies, but they’re not easily served by ‘double-blind’ refereeing. When refereeing is depersonalised to the extent that is now rife (especially in journals owned by international commercial publishers), it is hard to maintain a sense of contextualised productivity in the knowledge domain, much less a ‘common cause’ to which both author and referee wish to contribute. Even though refereeing can still be seen as altruistic, it is in the service of something much more general (‘scholarship’) and much more particular (‘my career’) than the kind of reviewing that wants to share and improve a particular intellectual enterprise. It is this mid-range altruism – something that might once have been identified as a politics of knowledge – that’s becoming obsolete, along with the printed journals that were the banner and rallying point for the cause. If I were to start a new journal (such as cultural-science.org), I would prefer ‘open refereeing’: uploading papers on an open site, subjecting them to peer-review and criticism, and archiving revised versions once they have received enough votes and comments. In other words I’d like to see refereeing shifted from the ‘supply’ or production side of a journal to the ‘demand’ or readership side. But of course, ‘demand’ for ‘blind’ refereeing doesn’t come from readers; it comes from the funding agencies. The Reading Experience Finally, the experience of reading a journal is obsolete. Two aspects of this seem worthy of note. First, reading is ‘out of time’ – it no longer needs to conform to the rhythms of scholarly publication, which are in any case speeding up. Scholarship is no longer seasonal, as it has been since the Middle Ages (with university terms organised around agricultural and ecclesiastical rhythms). Once you have a paper’s DOI number, you can read it any time, 24/7. It is no longer necessary even to wait for publication. With some journals in our field (e.g. Journalism Studies), assuming your Library subscribes, you can access papers as soon as they’re uploaded on the journal’s website, before the published edition is printed. Soon this will be the norm, just as it is for the top science journals, where timely publication, and thereby the ability to claim first discovery, is the basis of intellectual property rights. The IJCS doesn’t (yet) offer this service, but its frequency is speeding up. It was launched in 1998 with three issues a year. It went quarterly in 2001 and remained a quarterly for eight years. It has recently increased to six issues a year. That too causes changes in the reading experience. The excited ripping open of the package is less of a thrill the more often it arrives. Indeed, how many subscribers will admit that sometimes they don’t even open the envelope? Second, reading is ‘out of place’ – you never have to see the journal in which a paper appears, so you can avoid contact with anything that you haven’t already decided to read. This is more significant than might first appear, because it is affecting journalism in general, not just academic journals. As we move from the broadcast to the broadband era, communicative usage is shifting too, from ‘mass’ communication to customisation. This is a mixed blessing. One of the pleasures of old-style newspapers and the TV news was that you’d come across stories you did not expect to find. Indeed, an important attribute of the industrial form of journalism is its success in getting whole populations to read or watch stories about things they aren’t interested in, or things like wars and crises that they’d rather not know about at all. That historic textual achievement is in jeopardy in the broadband era, because ‘the public’ no longer needs to gather around any particular masthead or bulletin to get their news. With Web 2.0 affordances, you can exercise much more choice over what you attend to. This is great from the point of view of maximising individual choice, but sub-optimal in relation to what I’ve called ‘population-gathering’, especially the gathering of communities of interest around ‘tales of the unexpected’ – novelty or anomalies. Obsolete: Collegiality, Trust and Innovation? The individuation of reading choices may stimulate prejudice, because prejudice (literally, ‘pre-judging’) is built in when you decide only to access news feeds about familiar topics, stories or people in which you’re already interested. That sort of thing may encourage narrow-mindedness. It is certainly an impediment to chance discovery, unplanned juxtaposition, unstructured curiosity and thence, perhaps, to innovation itself. This is a worry for citizenship in general, but it is also an issue for academic ‘knowledge professionals,’ in our ever-narrower disciplinary silos. An in-close specialist focus on one’s own area of expertise need no longer be troubled by the concerns of the person in the next office, never mind the next department. Now, we don’t even have to meet on the page. One of the advantages of whole journals, then, is that each issue encourages ‘macro’ as well as ‘micro’ perspectives, and opens reading up to surprises. This willingness to ‘take things on trust’ describes a ‘we’ community – a community of trust. Trust too is obsolete in these days of performance evaluation. We’re assessed by an anonymous system that’s managed by people we’ll never meet. If the ‘population-gathering’ aspects of print journals are indeed obsolete, this may reduce collegiate trust and fellow-feeling, increase individualist competitiveness, and inhibit innovation. In the face of that prospect, I’m going to keep on thinking about covers, running orders, referees and reading until the role of editor is obsolete too. ReferencesHartley, John. "'Cover Narrative': From Nightmare to Reality." International Journal of Cultural Studies 11.2 (2005): 131-137. ———. "Death of the Book?" Symposium of the National Scholarly Communication Forum & Australian Academy of the Humanities, Sydney Maritime Museum, 2005. 26 Apr. 2009 ‹http://www.humanities.org.au/Resources/Downloads/NSCF/RoundTables1-17/PDF/Hartley.pdf›. ———. "Editorial: With Goanna." International Journal of Cultural Studies 1.1 (1998): 5-10. ———. "'Who Are You Going to Believe – Me or Your Own Eyes?' New Decade; New Directions." International Journal of Cultural Studies 11.1 (2008): 5-14. Houghton, John. "Economics of Scholarly Communication: A Discussion Paper." Center for Strategic Economic Studies, Victoria University, 2000. 26 Apr. 2009 ‹http://www.caul.edu.au/cisc/EconomicsScholarlyCommunication.pdf›. Owen, Sue, and John Hartley, eds. The Uses of Richard Hoggart. International Journal of Cultural Studies (special issue), 10.1 (2007). Policy Perspectives: To Publish and Perish. (Special issue cosponsored by the Association of Research Libraries, Association of American Universities and the Pew Higher Education Roundtable) 7.4 (1998). 26 Apr. 2009 ‹http://www.arl.org/scomm/pew/pewrept.html›. "Scholarly Communication: Crisis and Revolution." University of California Berkeley Library. N.d. 26 Apr. 2009 ‹http://www.lib.berkeley.edu/Collections/crisis.html›. Teute, F. J. "To Publish or Perish: Who Are the Dinosaurs in Scholarly Publishing?" Journal of Scholarly Publishing 32.2 (2001). 26 Apr. 2009 ‹http://www.utpjournals.com/product/jsp/322/perish5.html›."Transforming Scholarly Communication." University of Houston Library. 2005. 26 Apr. 2009 ‹http://info.lib.uh.edu/scomm/transforming.htm›.

Who can be represented in art? How can we make it? How can we experience it? [...] It has provided an open space of possibility for many to test their sense of self and how they might communicate this to a wider world. (Gormley)On Friday 17 July 2009, from 12.00 am to 1.00 am, I was on the Fourth Plinth in Trafalgar Square, London, as part of British sculptor Antony Gormley’s One & Other project. Over a period of 100 days, 2,400 people were randomly selected (from 34,000 applicants) to occupy this site for sixty minutes each. Gormley’s sculptures have mostly focused on explorations of the human form in relation to memory, environment and community and the questions they raise about existence, mortality and metaphysics resonate with my own personal concerns and performance work (see: Gormley). One & Other (2009), a participatory incarnation of his work, was, he claimed “about the democratisation of art.” It was also video-streamed live over the Internet and it became, particularly due to Sky Arts’s involvement as a project partner, a media event (Antony Gormley’s ‘One & Other’). Ever since I can remember, I have had a fear of heights. Without a sturdy barrier I either retreat rapidly to a safe distance, freeze or drop to the ground. The relationship between my private sense of self, myself as performer, an iconic public space, an unpredictable (and partly unseen) audience, the critical gaze of the media, and, not least, the artist’s intention, quickly became a complex web to negotiate. How much was I prepared to risk, reveal, or mask in desiring to serve another’s artistic purpose? This article explores the invitation to disclose/expose set against this set of circumstances, focusing on the tensions between the desire to perform, my deep personal fear of heights (acrophobia), the media’s greedy commodification of disclosure and the complicity of the participant. Also considered is the unstable notion of communicating authentic disclosure(s) within a performative framework, and, finally, the transformational possibilities of such disclosure. While recognising that claims to truth and authenticity—and to some degree transformation—within solo (autobiographical) performance are problematic (Heddon 26), I do not see my phobia as culturally-produced here; I use these terms to signify the actuality of a significant shift in levels of personal fear experienced whilst on the plinth. As a performer with a background in devising, acting, biographical theatre and site-specific performance, the framework for discussion centres on writing from these fields, and also draws on performance art, particularly Eelka Lampe’s examination of the work of Rachel Rosenthal (291), an interdisciplinary performance artist whose work has drawn significantly on autobiographical elements and on both Western and Asian performance trainings and vocabularies. Media sources directly relevant to Gormley’s project are also considered. Congratulations!Participation in One & Other was a matter of luck, offering a unique opportunity to become part of Gormley’s oeuvre. I placed myself in the draw and was thrilled when, on 6 June 2009, the congratulatory e-mail arrived. However, the reality of what I was to participate in soon began to dawn upon me. An hour, at midnight, on a plinth 4.4m x 1.7m at a height of 8m. Although there would be a safety net, there would be no barrier. Every move or sound that I made would also be watched by Webcams and transmitted live to unknowable individuals. The peculiarity of this event was bewildering, but I put my misgivings aside and focused on the question everybody asked me, “So what are you going to do?” (see fig. 1). Figure 1. Image: Adam J. Ledger. Performer: Jill Dowse. One & Other. 2009.Resorting to habit, I immediately regarded the opportunity as an artistic endeavour and started to create a performance piece, layering site- and time-specific discoveries with personal associations, memories and jokes about acrophobia. The use of autobiographical material as an aid to both understanding and devising biographical theatre is not foreign to me, but using it as a primary source was new, and I was wary of the potential for appearing self-indulgent, for the performance to be, to use Howell’s terminology, “ego show” rather than revelation (158). My first two ideas, which were subsequently abandoned, appear to me now as attempts to deflect the content of my performance away from myself, thereby resisting disclosure. Others planned a plinth-as-soapbox approach, drawing attention to various charitable and socio-political causes (“Participants, Oliver”; “Participants, Bushewacker”; “Participants, RachelW”). These seemed worthy and worthwhile, and forced me to re-consider my approach and examine my own ideals and concerns, but I was reluctant to advocate for a single cause. This reluctance was compounded by several further factors—the live coverage threatened a post hoc call to account for anything I might say or do, leaving me open to misinterpretation and criticism from the public or media. The experience of TV’s Big Brother participants, to which Gormley’s project has often been compared and criticised as a cheapening of cultural values (Brooker), is called to mind. Despite its limitations, however, one of the attractions of the soapbox performance is that it does at least refract attention away from the individual and onto the cause. The consideration of my acrophobia was renewed, leading me to consider withdrawing from the project. Gormley’s desire to “make a portrait of the UK now” is a complex proposition (qtd. in Antony Gormley’s ‘One & Other’). How might it be possible to be myself on an illuminated plinth, for a full hour, in public? Gormley, while acknowledging the performative nature of the project as “a combination of the stocks and the stage” also asserts that “whether acted or real…the inner condition of the individual will be revealed” (Gormley). While his point is debatable in a general sense, for me it was not the possible disclosure of this inner condition (via words) that was traumatic but the prospective public personal humiliation of both my private self (via irrational conduct in a public arena) as well as professional humiliation (an inability to perform) as a result of unforeseeable and potentially debilitating behavioural responses. This conflict—I “bottle out” if I withdraw, I face difficult challenges if I continue—led directly to the first consideration of tactics for survival. My notebook records, “I’d like to do something that allows me space to respond, to contemplate being up there. And something which allows me to be hidden” (Workbook 118). The paradoxical desire to be “hidden” on a raised plinth exposes the key tension within which tactics were discovered and structured. As I re-worked my first idea, I realized that I was straying once again from the theatre world I usually inhabit, which involves creating performances in which a role(s) or character is adopted, to the field of performance art, where autobiographical material and personal disclosure are often expressed and negotiated as central concerns. If acting is, as Joseph Chaikin proposes, “a demonstration of self with or without a disguise”, then my usual “disguise” of role/character would be (at least partially) shed, leaving my “demonstration of self” more exposed (2) (see fig. 2). Figure 2. Image: Adam J. Ledger. Performer: Jill Dowse. One & Other. 2009.Controlling the PerformanceNotions of “self” within acting and performance have been explored by many performance theorists (Schechner, Phelan and Lane, Auslander, Zarrilli, Carlson), but, here I draw on Lampe’s discussion of the work of Rachel Rosenthal, since her performances move beyond mimesis. Rosenthal often performs several “fragments” of herself (which she also identifies as differentiable personae) within a single performance (Lampe 296). These personae are at different distances from her “daily” self. Lampe’s “Model of Performing/Non-Performing” is an illustration of a matrix of performance modes which moves from the “not performing” Self which is self-contained, “feeling unobserved”, through to the “Self in Ritual”, which is also self-contained and may be observed/unobserved (Lampe 291). Lampe identifies the “not performing” self as having “least control over performative display” and the Self in Ritual as having the “most control over performative display” (300). The question of control, both of my fear and of the revelation and communication of that fear, and within an environment over which I had very limited control, was paramount. This model offers a way of understanding how and why I shifted through various modes of disclosure, creating, for example an “Aesthetic Persona,” (“performing a part of oneself”), as in the playing out of a “fantasy” of myself as a winged creature, and moving towards “Techniques of Virtuosity,” (which includes “transforming the self”) seen, for example, in my use of adornment, mask and ritualistic elements. In exploring the elements of martyrdom in the artist Orlan’s work (an artist who has described her work as “carnal art” and who sought to reinvent herself and ideas of beauty via often unusual plastic surgery), Tanya Augsburg (298) suggests thatto be a martyr […] involves self-sacrifice and loss of social status; one undergoes humiliation, pain, even death for the sake of a higher purpose. Martyrdom as a self-conscious loss of self is nevertheless the result of free choice – even if that choice stems from a sense of obligation or duty.Whilst I recognise all these ingredients in my process, I now identify my struggle as the struggle against martyrdom, the assembling of the tactics necessary to resist and minimize the possibility and impact of any quasi-martyrdom.PerspectivesEkow Eshun, Artistic Director of London’s Institute for Contemporary Art and Chair of the Fourth Plinth Commissioning Group, also acknowledged the project’s “performativity” and the media fuelled the pressure to “do” or perform (qtd. in Antony Gormley’s ‘One & Other’). Yet when the project began on 6 July and I viewed the live streaming, it became clear that this was not an easily manageable context for any kind of presentation. I realised that I could not organise my performance in any way that I am used to and that in regarding the site as some kind of stage I had earlier made several false assumptions. The spatial dynamic gives the on-site onlooker, as Patricia Bickers points out, “a depressingly foreshortened view from above or below which diminishes, in every sense, both audience and participant”, whereas the live feed offers a “privileged view” (12). In this spectatorial confusion, how would I know where to direct myself? Secondly, it would be impossible to speak to onlookers in Trafalgar Square with a conversational or natural tone—amplification would be necessary. Thirdly, I also noticed that most onlookers stayed for a short time and then left, probably at least partly as a result of these factors. Was it likely that on-line viewers would watch for a whole hour? What, therefore, was the point of creating a dramaturgically sound piece for an audience whose presence would be so unpredictable?Gormley’s partner in the project was Sky Arts, with the event produced by Artichoke. The weekly Sky Arts programme dedicated to presenting the week’s “highlights from the plinth” was unashamedly concerned with the level of “entertainment” offered, hosted by a condescending presenter (Antony Gormley’s ‘One & Other’). Celebrities and media pundits got their spot on the sofa to make their sound bites and choose their “Top 5 plinthers”. It was cheap TV, with participants routinely objectified, commodified and codified, labelled alternately crazy, funny, boring, and so on. This programme, as well as much of the media surrounding the project, failed to understand and respond in any meaningful way to what each individual brought to it.Given the unconducive performance arena, I made a radical shift of emphasis from word to image, from sound to silence, from script to improvisation. Many of the personal memories and associations I had explored in my first idea were subsumed into representative (but also personally associated) objects, symbols, adornments and actual signs. Although my clothing would be my own and I would look like “myself,” I would wear a pair of wings and a sign stating, “SCARED OF HEIGHTS.” I assembled a suitcase of objects for use in possible improvisations that would be unrehearsed and responsive to the given moment. Plan B, in case of disabling fear, was to ask to come down from the plinth. The sign drew attention to my fear, thereby diminishing, to some extent, its power to humiliate. It displayed my vulnerability and invited spectators to contextualise my behaviour and perhaps even to empathise. Wings have many symbolic cultural meanings, many of which overlap with my own interest in and fantasies of flight and “winged-ness.” Although these two elements were personally relevant, I also hoped that even a fleeting glance at this figure might engage the viewer momentarily with the irony in the juxtaposition of wings, which suggests the possibility or desire to fly, with the written message indicating a fear of heights, which would thereby limit the possibility or pleasure of flight. There are various modes of disclosure. Words, gesture and expression are three. Since a camera’s tendency is to focus on the face, and in particular the eyes, as the site of reading emotion, my instinct was to have in my arsenal some means of disguising, masking or otherwise concealing my eyes, thus partially withholding the full expression of emotion. My desire to hide, which might be interpreted as a desire for privacy, could at least be partially brought about. I took a joke “disguise” mask (spectacles, nose and moustache) and glow-in-the-dark Halloween skeleton spectacles (associated with my fear of death), both of which belong to my son. I set up the potential for other small, wry acts of resistance, including in my suitcase a pair of binoculars and a Polaroid camera, for turning the tables on those who looked upon and made images of me. Rather than using these personal objects to evoke or represent emotional memory, as performance artists such as Cristina Castrillo do (Aston 177), my personal objects acted primarily as both public sign or symbol, and as a comfort blanket of familiarity for my period of extremis—literally, props.The HourIn the “Welcome Lounge” I signed a Mephistopholean contract with Sky Arts, effectively handing over copyright of this hour of my life, agreed to an interview with an interviewer who had trouble listening, and allowed them to take photos of me, “for Antony”. The hour itself, however, proved quietly revelatory (see: http://www.oneandother.co.uk/participants/Jill.).The first few minutes were exhausting as I acclimatised to my bizarre surroundings. But this intensity subsided somewhat as I realised my fear was manageable and that it would be neither traumatic nor debilitating. Oddly, I could not even see the Webcams out in the darkness. To return to Lampe’s analysis, I identify, throughout the hour, a shifting between different registers of performance, or personae, recognising myself as performer, my private self, my masked self (transformable) and an impossible fantasy of myself (adorned). Elements of ritual—repetition, mask, heightened awareness and responses—permeated the hour. These different registers seem to indicate different levels and means of disclosure dependent on the degree of control exercised through them. The self-contained episode of dancing while wearing the child’s disguise spectacles, while possibly amusing, might, for example, suggest an attitude towards my disclosure, an ironic stance towards the situation. Furthermore, and paradoxically, the feigning, or performing of control, in that dance, led to an actual increase of confidence. Whilst dancing, I felt a distancing between my outer, communicating self, which danced happily, enjoying the repetitive action as well as a sense of the odd figure I cut, and my private self, relieved to be behind a mask able to take this time to process and recover from what had been happening up until this point (see fig. 3). Figure 3. Image: Adam J. Ledger. Performer: Jill Dowse. One & Other. 2009.A few minutes before leaving the plinth, I took out the marker pen and added the words “A BIT LESS…” to the beginning of the sign. I realised that a real transformation had taken place, and marked it for myself, while simultaneously disclosing it to the observer. Yet after the event, I was astonished to discover that the veracity of my public self-disclosure was called into question. Some people, including the security guard who was only a few feet from me, asked me if I was really scared of heights. Clearly, my “inner condition” was not revealed, or rather, perhaps, it was not trusted because “performance is not the real world” (Heddon 28). If it is true that to act means “to feign, to simulate, to represent, to impersonate,” then mine was not a predominantly “acted” performance (Kirby 40). Claire MacDonald claims that “when a performance artist stands up in front of an audience she is assumed to be performing as herself” (189), but does that also suggest that their statements are to be believed or that their gestures might not be feigned? Perhaps this simply reveals a contemporary distrust of anyone placed on a pedestal and putting on a “show,” be it plinther or politician. The relationship between the power and control I have over myself to the power and control exercised by other agencies remains ambivalent. At many points during the process, I was complicit in perpetuating the commodification of myself and the project: my small acts of resistance—deciding against uploading a photo to my “profile”, refusing the “Sky Arts” emblazoned umbrella offered on the day in favour of my own anonymous one (though this was partly an aesthetic choice), refusing the radio mike so that those on the Internet could not easily hear any voluntary or involuntary sound I may make—are hardly radical. It was dangerously easy, within this heightened period, for me to succumb to a carefully orchestrated media machine which performed interest in the individual while mitigating against the possibility of gaining deeper insights or connections. I have been surprised to discover how deeply I care what others think of me. I still recognise the desire that I remember from adolescence to be, through performance, more visible, applauded, approved of. Although it is vital to learn not to attach undue importance to judgements with questionable value, the media has a certain (albeit highly contested) authority, and it can therefore be difficult to ignore opinions, and particularly negative ones, when they are broadcasted or published for anyone to hear or read. I feel fortunate that my vulnerability (and disclosure of such) was manageable, as if one willingly steps into a public arena, one must expect to be judged and be prepared not to be given a public right of reply.Nonetheless, if one strips back the negative aspects of the media circus which surrounded it, One & Other was a meaningful event in which to have taken part. The public exposure against which I had armed myself proved unexpectedly peaceful and empowering and I experienced Gormley’s assertion that One & Other offered participants the opportunity to “test their sense of self and how they might communicate this to a wider world” (qtd. in Antony Gormley’s “One & Other”). Artistically, I discovered that my attraction to certain performance styles and methodologies is implicitly and deeply linked to aspects of my own personality and how I desire to communicate. Finally, it has forced me to re-think and re-imagine my relationship with fear and challenge, recognising, even in the core of fear, the potential for transformation. ReferencesAntony Gormley’s “One & Other”. Pres. Clive Anderson. Dir. Peter Dick. Prod. Liberty Bell Productions. British Sky Broadcasting Ltd, London. 24 July, 1 Aug., 8 Aug., 23 Aug., 28 Aug., 4 Sep., 11 Sep., 18 Sep., 26 Sep., 10 Oct., and 16 Oct. 2009. Aston, Elaine. Feminist Theatre Practice: A Handbook. London: Routledge, 1999.Augsburg, Tanya. “Orlan’s Performative Transformations.” The Ends of Performance. Eds. Peggy Phelan and Jill Lane. New York: New York University Press, 1998. 5–314. Auslander, Philip. Performance. 2. London: Routledge, 2003. Bickers, Patricia. Editorial. Art Monthly 9 Sep. 2009. 12.Brooker, Charlie. “Charlie Brooker’s screen burn”. Guardian Newspaper 11 July 2009. 13 Sep. 2009. < http://www.guardian.co.uk/culture/2009/jul/11/screenburn-antony-gormley >.Carlson, Marvin. Performance. 2nd ed. London: Routledge, 2004.Chaikin, Joseph. The Presence of the Actor. New York: Atheneum, 1980. Dowse, Jill. Workbook. MS.Gormley, Antony. “Conclusion of ‘One & Other’ October 2009”. antonygormley.com 2009. 29 Nov. 2009 < http://antonygormley.com >.Gormley, Antony. “Sculptures”. antonygormley.com. 2009. 7 Dec. 2009 < http://antonygormley.com/#/sculptures/chronology >.Heddon, Deirdre. Autobiography and Performance. Basingstoke: Palgrave, 2008.Howell, John. "Solo in Soho." Performance Art Journal IV. 1 and 2 (1979/80): 152–159.Kirby, Michael. “On Acting and Not-Acting.” Acting (Re)Considered. 2nd ed. Ed. Phillip B. Zarrilli. London: Routledge, 2002. 40–52. Lampe, Eelka. “Rachel Rosenthal Creating Her Selves.” Acting (Re)Considered. 2nd ed. Ed. Phillip B. Zarrilli. London: Routledge, 2002. 291–304.MacDonald, Claire. “Assumed Identities: Feminism, Autobiography and Performance Art.” The Uses of Autobiography. Ed. Julia Swindells. London: Taylor and Frances, 1995. 187–95One & Other. Artichoke, Headshift and Sky Arts. 2009. 6 May 2009 < http://www.oneandother.co.uk/ >.“Participants, Oliver”. One & Other. Artichoke, Headshift and Sky Arts. 2009. 6 May 2009 < http://www.oneandother.co.uk/participants/Oliver >.“Participants, Bushewacker ”. One & Other. Artichoke, Headshift and Sky Arts. 2009. 6 May 2009 < http://www.oneandother.co.uk/participants/Bushewacker >.“Participants, Jill”. One & Other. Artichoke, Headshift and Sky Arts. 2009. 6 May 2009 < http://www.oneandother.co.uk/participants/Jill >.“Participants, RachelW”. One & Other. Artichoke, Headshift and Sky Arts. 2009. 6 May 2009 < http://www.oneandother.co.uk/participants/RachelW >.Phelan, Peggy, and Jill Lane, eds. The Ends of Performance. New York: New York University Press, 1998.Schechner, Richard. Performance Theory. 2nd ed. London: Routledge, 1988.Zarrilli, Phillip B., ed. Acting (Re)Considered. 2nd ed. London: Routledge, 2002.

Introduction: Our current obsession with the lives of others “Biography—that is to say, our creative and non-fictional output devoted to recording and interpreting real lives—has enjoyed an extraordinary renaissance in recent years,” writes Nigel Hamilton in Biography: A Brief History (1). Ian Donaldson agrees that biography is back in fashion: “Once neglected within the academy and relegated to the dustier recesses of public bookstores, biography has made a notable return over recent years, emerging, somewhat surprisingly, as a new cultural phenomenon, and a new academic adventure” (23). For over a decade now, commentators having been making similar observations about our obsession with the intimacies of individual people’s lives. In a lecture in 1994, Justin Kaplan asserted the West was “a culture of biography” (qtd. in Salwak 1) and more recent research findings by John Feather and Hazel Woodbridge affirm that “the undiminished human curiosity about other peoples lives is clearly reflected in the popularity of autobiographies and biographies” (218). At least in relation to television, this assertion seems valid. In Australia, as in the USA and the UK, reality and other biographically based television shows have taken over from drama in both the numbers of shows produced and the viewers these shows attract, and these forms are also popular in Canada (see, for instance, Morreale on The Osbournes). In 2007, the program Biography celebrated its twentieth anniversary season to become one of the longest running documentary series on American television; so successful that in 1999 it was spun off into its own eponymous channel (Rak; Dempsey). Premiered in May 1996, Australian Story—which aims to utilise a “personal approach” to biographical storytelling—has won a significant viewership, critical acclaim and professional recognition (ABC). It can also be posited that the real home movies viewers submit to such programs as Australia’s Favourite Home Videos, and “chat” or “confessional” television are further reflections of a general mania for biographical detail (see Douglas), no matter how fragmented, sensationalized, or even inane and cruel. A recent example of the latter, the USA-produced The Moment of Truth, has contestants answering personal questions under polygraph examination and then again in front of an audience including close relatives and friends—the more “truthful” their answers (and often, the more humiliated and/or distressed contestants are willing to be), the more money they can win. Away from television, but offering further evidence of this interest are the growing readerships for personally oriented weblogs and networking sites such as MySpace and Facebook (Grossman), individual profiles and interviews in periodical publications, and the recently widely revived newspaper obituary column (Starck). Adult and community education organisations run short courses on researching and writing auto/biographical forms and, across Western countries, the family history/genealogy sections of many local, state, and national libraries have been upgraded to meet the increasing demand for these services. Academically, journals and e-mail discussion lists have been established on the topics of biography and autobiography, and North American, British, and Australian universities offer undergraduate and postgraduate courses in life writing. The commonly aired wisdom is that published life writing in its many text-based forms (biography, autobiography, memoir, diaries, and collections of personal letters) is enjoying unprecedented popularity. It is our purpose to examine this proposition. Methodological problems There are a number of problems involved in investigating genre popularity, growth, and decline in publishing. Firstly, it is not easy to gain access to detailed statistics, which are usually only available within the industry. Secondly, it is difficult to ascertain how publishing statistics are gathered and what they report (Eliot). There is the question of whether bestselling booklists reflect actual book sales or are manipulated marketing tools (Miller), although the move from surveys of booksellers to electronic reporting at point of sale in new publishing lists such as BookScan will hopefully obviate this problem. Thirdly, some publishing lists categorise by subject and form, some by subject only, and some do not categorise at all. This means that in any analysis of these statistics, a decision has to be made whether to use the publishing list’s system or impose a different mode. If the publishing list is taken at face value, the question arises of whether to use categorisation by form or by subject. Fourthly, there is the bedeviling issue of terminology. Traditionally, there reigned a simple dualism in the terminology applied to forms of telling the true story of an actual life: biography and autobiography. Publishing lists that categorise their books, such as BookScan, have retained it. But with postmodern recognition of the presence of the biographer in a biography and of the presence of other subjects in an autobiography, the dichotomy proves false. There is the further problem of how to categorise memoirs, diaries, and letters. In the academic arena, the term “life writing” has emerged to describe the field as a whole. Within the genre of life writing, there are, however, still recognised sub-genres. Academic definitions vary, but generally a biography is understood to be a scholarly study of a subject who is not the writer; an autobiography is the story of a entire life written by its subject; while a memoir is a segment or particular focus of that life told, again, by its own subject. These terms are, however, often used interchangeably even by significant institutions such the USA Library of Congress, which utilises the term “biography” for all. Different commentators also use differing definitions. Hamilton uses the term “biography” to include all forms of life writing. Donaldson discusses how the term has been co-opted to include biographies of place such as Peter Ackroyd’s London: The Biography (2000) and of things such as Lizzie Collingham’s Curry: A Biography (2005). This reflects, of course, a writing/publishing world in which non-fiction stories of places, creatures, and even foodstuffs are called biographies, presumably in the belief that this will make them more saleable. The situation is further complicated by the emergence of hybrid publishing forms such as, for instance, the “memoir-with-recipes” or “food memoir” (Brien, Rutherford and Williamson). Are such books to be classified as autobiography or put in the “cookery/food & drink” category? We mention in passing the further confusion caused by novels with a subtitle of The Biography such as Virginia Woolf’s Orlando. The fifth methodological problem that needs to be mentioned is the increasing globalisation of the publishing industry, which raises questions about the validity of the majority of studies available (including those cited herein) which are nationally based. Whether book sales reflect what is actually read (and by whom), raises of course another set of questions altogether. Methodology In our exploration, we were fundamentally concerned with two questions. Is life writing as popular as claimed? And, if it is, is this a new phenomenon? To answer these questions, we examined a range of available sources. We began with the non-fiction bestseller lists in Publishers Weekly (a respected American trade magazine aimed at publishers, librarians, booksellers, and literary agents that claims to be international in scope) from their inception in 1912 to the present time. We hoped that this data could provide a longitudinal perspective. The term bestseller was coined by Publishers Weekly when it began publishing its lists in 1912; although the first list of popular American books actually appeared in The Bookman (New York) in 1895, based itself on lists appearing in London’s The Bookman since 1891 (Bassett and Walter 206). The Publishers Weekly lists are the best source of longitudinal information as the currently widely cited New York Times listings did not appear till 1942, with the Wall Street Journal a late entry into the field in 1994. We then examined a number of sources of more recent statistics. We looked at the bestseller lists from the USA-based Amazon.com online bookseller; recent research on bestsellers in Britain; and lists from Nielsen BookScan Australia, which claims to tally some 85% or more of books sold in Australia, wherever they are published. In addition to the reservations expressed above, caveats must be aired in relation to these sources. While Publishers Weekly claims to be an international publication, it largely reflects the North American publishing scene and especially that of the USA. Although available internationally, Amazon.com also has its own national sites—such as Amazon.co.uk—not considered here. It also caters to a “specific computer-literate, credit-able clientele” (Gutjahr: 219) and has an unashamedly commercial focus, within which all the information generated must be considered. In our analysis of the material studied, we will use “life writing” as a genre term. When it comes to analysis of the lists, we have broken down the genre of life writing into biography and autobiography, incorporating memoir, letters, and diaries under autobiography. This is consistent with the use of the terminology in BookScan. Although we have broken down the genre in this way, it is the overall picture with regard to life writing that is our concern. It is beyond the scope of this paper to offer a detailed analysis of whether, within life writing, further distinctions should be drawn. Publishers Weekly: 1912 to 2006 1912 saw the first list of the 10 bestselling non-fiction titles in Publishers Weekly. It featured two life writing texts, being headed by an autobiography, The Promised Land by Russian Jewish immigrant Mary Antin, and concluding with Albert Bigelow Paine’s six-volume biography, Mark Twain. The Publishers Weekly lists do not categorise non-fiction titles by either form or subject, so the classifications below are our own with memoir classified as autobiography. In a decade-by-decade tally of these listings, there were 3 biographies and 20 autobiographies in the lists between 1912 and 1919; 24 biographies and 21 autobiographies in the 1920s; 13 biographies and 40 autobiographies in the 1930s; 8 biographies and 46 biographies in the 1940s; 4 biographies and 14 autobiographies in the 1950s; 11 biographies and 13 autobiographies in the 1960s; 6 biographies and 11 autobiographies in the 1970s; 3 biographies and 19 autobiographies in the 1980s; 5 biographies and 17 autobiographies in the 1990s; and 2 biographies and 7 autobiographies from 2000 up until the end of 2006. See Appendix 1 for the relevant titles and authors. Breaking down the most recent figures for 1990–2006, we find a not radically different range of figures and trends across years in the contemporary environment. The validity of looking only at the top ten books sold in any year is, of course, questionable, as are all the issues regarding sources discussed above. But one thing is certain in terms of our inquiry. There is no upwards curve obvious here. If anything, the decade break-down suggests that sales are trending downwards. This is in keeping with the findings of Michael Korda, in his history of twentieth-century bestsellers. He suggests a consistent longitudinal picture across all genres: In every decade, from 1900 to the end of the twentieth century, people have been reliably attracted to the same kind of books […] Certain kinds of popular fiction always do well, as do diet books […] self-help books, celebrity memoirs, sensationalist scientific or religious speculation, stories about pets, medical advice (particularly on the subjects of sex, longevity, and child rearing), folksy wisdom and/or humour, and the American Civil War (xvii). Amazon.com since 2000 The USA-based Amazon.com online bookselling site provides listings of its own top 50 bestsellers since 2000, although only the top 14 bestsellers are recorded for 2001. As fiction and non-fiction are not separated out on these lists and no genre categories are specified, we have again made our own decisions about what books fall into the category of life writing. Generally, we erred on the side of inclusion. (See Appendix 2.) However, when it came to books dealing with political events, we excluded books dealing with specific aspects of political practice/policy. This meant excluding books on, for instance, George Bush’s so-called ‘war on terror,’ of which there were a number of bestsellers listed. In summary, these listings reveal that of the top 364 books sold by Amazon from 2000 to 2007, 46 (or some 12.6%) were, according to our judgment, either biographical or autobiographical texts. This is not far from the 10% of the 1912 Publishers Weekly listing, although, as above, the proportion of bestsellers that can be classified as life writing varied dramatically from year to year, with no discernible pattern of peaks and troughs. This proportion tallied to 4% auto/biographies in 2000, 14% in 2001, 10% in 2002, 18% in 2003 and 2004, 4% in 2005, 14% in 2006 and 20% in 2007. This could suggest a rising trend, although it does not offer any consistent trend data to suggest sales figures may either continue to grow, or fall again, in 2008 or afterwards. Looking at the particular texts in these lists (see Appendix 2) also suggests that there is no general trend in the popularity of life writing in relation to other genres. For instance, in these listings in Amazon.com, life writing texts only rarely figure in the top 10 books sold in any year. So rarely indeed, that from 2001 there were only five in this category. In 2001, John Adams by David McCullough was the best selling book of the year; in 2003, Hillary Clinton’s autobiographical Living History was 7th; in 2004, My Life by Bill Clinton reached number 1; in 2006, Nora Ephron’s I Feel Bad About My Neck: and Other Thoughts on Being a Woman was 9th; and in 2007, Ishmael Beah’s discredited A Long Way Gone: Memoirs of a Boy Soldier came in at 8th. Apart from McCulloch’s biography of Adams, all the above are autobiographical texts, while the focus on leading political figures is notable. Britain: Feather and Woodbridge With regard to the British situation, we did not have actual lists and relied on recent analysis. John Feather and Hazel Woodbridge find considerably higher levels for life writing in Britain than above with, from 1998 to 2005, 28% of British published non-fiction comprising autobiography, while 8% of hardback and 5% of paperback non-fiction was biography (2007). Furthermore, although Feather and Woodbridge agree with commentators that life writing is currently popular, they do not agree that this is a growth state, finding the popularity of life writing “essentially unchanged” since their previous study, which covered 1979 to the early 1990s (Feather and Reid). Australia: Nielsen BookScan 2006 and 2007 In the Australian publishing industry, where producing books remains an ‘expensive, risky endeavour which is increasingly market driven’ (Galligan 36) and ‘an inherently complex activity’ (Carter and Galligan 4), the most recent Australian Bureau of Statistics figures reveal that the total numbers of books sold in Australia has remained relatively static over the past decade (130.6 million in the financial year 1995–96 and 128.8 million in 2003–04) (ABS). During this time, however, sales volumes of non-fiction publications have grown markedly, with a trend towards “non-fiction, mass market and predictable” books (Corporall 41) resulting in general non-fiction sales in 2003–2004 outselling general fiction by factors as high as ten depending on the format—hard- or paperback, and trade or mass market paperback (ABS 2005). However, while non-fiction has increased in popularity in Australia, the same does not seem to hold true for life writing. Here, in utilising data for the top 5,000 selling non-fiction books in both 2006 and 2007, we are relying on Nielsen BookScan’s categorisation of texts as either biography or autobiography. In 2006, no works of life writing made the top 10 books sold in Australia. In looking at the top 100 books sold for 2006, in some cases the subjects of these works vary markedly from those extracted from the Amazon.com listings. In Australia in 2006, life writing makes its first appearance at number 14 with convicted drug smuggler Schapelle Corby’s My Story. This is followed by another My Story at 25, this time by retired Australian army chief, Peter Cosgrove. Jonestown: The Power and Myth of Alan Jones comes in at 34 for the Australian broadcaster’s biographer Chris Masters; the biography, The Innocent Man by John Grisham at 38 and Li Cunxin’s autobiographical Mao’s Last Dancer at 45. Australian Susan Duncan’s memoir of coping with personal loss, Salvation Creek: An Unexpected Life makes 50; bestselling USA travel writer Bill Bryson’s autobiographical memoir of his childhood The Life and Times of the Thunderbolt Kid 69; Mandela: The Authorised Portrait by Rosalind Coward, 79; and Joanne Lees’s memoir of dealing with her kidnapping, the murder of her partner and the justice system in Australia’s Northern Territory, No Turning Back, 89. These books reveal a market preference for autobiographical writing, and an almost even split between Australian and overseas subjects in 2006. 2007 similarly saw no life writing in the top 10. The books in the top 100 sales reveal a downward trend, with fewer titles making this band overall. In 2007, Terri Irwin’s memoir of life with her famous husband, wildlife warrior Steve Irwin, My Steve, came in at number 26; musician Andrew Johns’s memoir of mental illness, The Two of Me, at 37; Ayaan Hirst Ali’s autobiography Infidel at 39; John Grogan’s biography/memoir, Marley and Me: Life and Love with the World’s Worst Dog, at 42; Sally Collings’s biography of the inspirational young survivor Sophie Delezio, Sophie’s Journey, at 51; and Elizabeth Gilbert’s hybrid food, self-help and travel memoir, Eat, Pray, Love: One Woman’s Search for Everything at 82. Mao’s Last Dancer, published the year before, remained in the top 100 in 2007 at 87. When moving to a consideration of the top 5,000 books sold in Australia in 2006, BookScan reveals only 62 books categorised as life writing in the top 1,000, and only 222 in the top 5,000 (with 34 titles between 1,000 and 1,999, 45 between 2,000 and 2,999, 48 between 3,000 and 3,999, and 33 between 4,000 and 5,000). 2007 shows a similar total of 235 life writing texts in the top 5,000 bestselling books (75 titles in the first 1,000, 27 between 1,000 and 1,999, 51 between 2,000 and 2,999, 39 between 3,000 and 3,999, and 43 between 4,000 and 5,000). In both years, 2006 and 2007, life writing thus not only constituted only some 4% of the bestselling 5,000 titles in Australia, it also showed only minimal change between these years and, therefore, no significant growth. Conclusions Our investigation using various instruments that claim to reflect levels of book sales reveals that Western readers’ willingness to purchase published life writing has not changed significantly over the past century. We find no evidence of either a short, or longer, term growth or boom in sales in such books. Instead, it appears that what has been widely heralded as a new golden age of life writing may well be more the result of an expanded understanding of what is included in the genre than an increased interest in it by either book readers or publishers. What recent years do appear to have seen, however, is a significantly increased interest by public commentators, critics, and academics in this genre of writing. We have also discovered that the issue of our current obsession with the lives of others tends to be discussed in academic as well as popular fora as if what applies to one sub-genre or production form applies to another: if biography is popular, then autobiography will also be, and vice versa. If reality television programming is attracting viewers, then readers will be flocking to life writing as well. Our investigation reveals that such propositions are questionable, and that there is significant research to be completed in mapping such audiences against each other. This work has also highlighted the difficulty of separating out the categories of written texts in publishing studies, firstly in terms of determining what falls within the category of life writing as distinct from other forms of non-fiction (the hybrid problem) and, secondly, in terms of separating out the categories within life writing. Although we have continued to use the terms biography and autobiography as sub-genres, we are aware that they are less useful as descriptors than they are often assumed to be. In order to obtain a more complete and accurate picture, publishing categories may need to be agreed upon, redefined and utilised across the publishing industry and within academia. This is of particular importance in the light of the suggestions (from total sales volumes) that the audiences for books are limited, and therefore the rise of one sub-genre may be directly responsible for the fall of another. Bair argues, for example, that in the 1980s and 1990s, the popularity of what she categorises as memoir had direct repercussions on the numbers of birth-to-death biographies that were commissioned, contracted, and published as “sales and marketing staffs conclude[d] that readers don’t want a full-scale life any more” (17). Finally, although we have highlighted the difficulty of using publishing statistics when there is no common understanding as to what such data is reporting, we hope this study shows that the utilisation of such material does add a depth to such enquiries, especially in interrogating the anecdotal evidence that is often quoted as data in publishing and other studies. Appendix 1 Publishers Weekly listings 1990–1999 1990 included two autobiographies, Bo Knows Bo by professional athlete Bo Jackson (with Dick Schaap) and Ronald Reagan’s An America Life: An Autobiography. In 1991, there were further examples of life writing with unimaginative titles, Me: Stories of My Life by Katherine Hepburn, Nancy Reagan: The Unauthorized Biography by Kitty Kelley, and Under Fire: An American Story by Oliver North with William Novak; as indeed there were again in 1992 with It Doesn’t Take a Hero: The Autobiography of Norman Schwarzkopf, Sam Walton: Made in America, the autobiography of the founder of Wal-Mart, Diana: Her True Story by Andrew Morton, Every Living Thing, yet another veterinary outpouring from James Herriot, and Truman by David McCullough. In 1993, radio shock-jock Howard Stern was successful with the autobiographical Private Parts, as was Betty Eadie with her detailed recounting of her alleged near-death experience, Embraced by the Light. Eadie’s book remained on the list in 1994 next to Don’t Stand too Close to a Naked Man, comedian Tim Allen’s autobiography. Flag-waving titles continue in 1995 with Colin Powell’s My American Journey, and Miss America, Howard Stern’s follow-up to Private Parts. 1996 saw two autobiographical works, basketball superstar Dennis Rodman’s Bad as I Wanna Be and figure-skater, Ekaterina Gordeeva’s (with EM Swift) My Sergei: A Love Story. In 1997, Diana: Her True Story returns to the top 10, joining Frank McCourt’s Angela’s Ashes and prolific biographer Kitty Kelly’s The Royals, while in 1998, there is only the part-autobiography, part travel-writing A Pirate Looks at Fifty, by musician Jimmy Buffet. There is no biography or autobiography included in either the 1999 or 2000 top 10 lists in Publishers Weekly, nor in that for 2005. In 2001, David McCullough’s biography John Adams and Jack Welch’s business memoir Jack: Straight from the Gut featured. In 2002, Let’s Roll! Lisa Beamer’s tribute to her husband, one of the heroes of 9/11, written with Ken Abraham, joined Rudolph Giuliani’s autobiography, Leadership. 2003 saw Hillary Clinton’s autobiography Living History and Paul Burrell’s memoir of his time as Princess Diana’s butler, A Royal Duty, on the list. In 2004, it was Bill Clinton’s turn with My Life. In 2006, we find John Grisham’s true crime (arguably a biography), The Innocent Man, at the top, Grogan’s Marley and Me at number three, and the autobiographical The Audacity of Hope by Barack Obama in fourth place. Appendix 2 Amazon.com listings since 2000 In 2000, there were only two auto/biographies in the top Amazon 50 bestsellers with Lance Armstrong’s It’s Not about the Bike: My Journey Back to Life about his battle with cancer at 20, and Dave Eggers’s self-consciously fictionalised memoir, A Heartbreaking Work of Staggering Genius at 32. In 2001, only the top 14 bestsellers were recorded. At number 1 is John Adams by David McCullough and, at 11, Jack: Straight from the Gut by USA golfer Jack Welch. In 2002, Leadership by Rudolph Giuliani was at 12; Master of the Senate: The Years of Lyndon Johnson by Robert Caro at 29; Portrait of a Killer: Jack the Ripper by Patricia Cornwell at 42; Blinded by the Right: The Conscience of an Ex-Conservative by David Brock at 48; and Louis Gerstner’s autobiographical Who Says Elephants Can’t Dance: Inside IBM’s Historic Turnaround at 50. In 2003, Living History by Hillary Clinton was 7th; Benjamin Franklin: An American Life by Walter Isaacson 14th; Dereliction of Duty: The Eyewitness Account of How President Bill Clinton Endangered America’s Long-Term National Security by Robert Patterson 20th; Under the Banner of Heaven: A Story of Violent Faith by Jon Krakauer 32nd; Leap of Faith: Memoirs of an Unexpected Life by Queen Noor of Jordan 33rd; Kate Remembered, Scott Berg’s biography of Katharine Hepburn, 37th; Who’s your Caddy?: Looping for the Great, Near Great and Reprobates of Golf by Rick Reilly 39th; The Teammates: A Portrait of a Friendship about a winning baseball team by David Halberstam 42nd; and Every Second Counts by Lance Armstrong 49th. In 2004, My Life by Bill Clinton was the best selling book of the year; American Soldier by General Tommy Franks was 16th; Kevin Phillips’s American Dynasty: Aristocracy, Fortune and the Politics of Deceit in the House of Bush 18th; Timothy Russert’s Big Russ and Me: Father and Son. Lessons of Life 20th; Tony Hendra’s Father Joe: The Man who Saved my Soul 23rd; Ron Chernow’s Alexander Hamilton 27th; Cokie Roberts’s Founding Mothers: The Women Who Raised our Nation 31st; Kitty Kelley’s The Family: The Real Story of the Bush Dynasty 42nd; and Chronicles, Volume 1 by Bob Dylan was 43rd. In 2005, auto/biographical texts were well down the list with only The Year of Magical Thinking by Joan Didion at 45 and The Glass Castle: A Memoir by Jeanette Walls at 49. In 2006, there was a resurgence of life writing with Nora Ephron’s I Feel Bad About My Neck: and Other Thoughts on Being a Woman at 9; Grisham’s The Innocent Man at 12; Bill Buford’s food memoir Heat: an Amateur’s Adventures as Kitchen Slave, Line Cook, Pasta-Maker, and Apprentice to a Dante-Quoting Butcher in Tuscany at 23; more food writing with Julia Child’s My Life in France at 29; Immaculée Ilibagiza’s Left to Tell: Discovering God amidst the Rwandan Holocaust at 30; CNN anchor Anderson Cooper’s Dispatches from the Edge: A Memoir of War, Disasters and Survival at 43; and Isabella Hatkoff’s Owen & Mzee: The True Story of a Remarkable Friendship (between a baby hippo and a giant tortoise) at 44. In 2007, Ishmael Beah’s discredited A Long Way Gone: Memoirs of a Boy Soldier came in at 8; Walter Isaacson’s Einstein: His Life and Universe 13; Ayaan Hirst Ali’s autobiography of her life in Muslim society, Infidel, 18; The Reagan Diaries 25; Jesus of Nazareth by Pope Benedict XVI 29; Mother Teresa: Come be my Light 36; Clapton: The Autobiography 40; Tina Brown’s The Diana Chronicles 45; Tony Dungy’s Quiet Strength: The Principles, Practices & Priorities of a Winning Life 47; and Daniel Tammet’s Born on a Blue Day: Inside the Extraordinary Mind of an Autistic Savant at 49. Acknowledgements A sincere thank you to Michael Webster at RMIT for assistance with access to Nielsen BookScan statistics, and to the reviewers of this article for their insightful comments. Any errors are, of course, our own. References Australian Broadcasting Commission (ABC). “About Us.” Australian Story 2008. 1 June 2008. ‹http://www.abc.net.au/austory/aboutus.htm>. 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