Academic literature on the topic 'Risk perception; Beef consumption; CJD'

High sodium consumption may increase the risk of hypertension. ANVISA has proposed reducing sodium levels in food, but this may reduce consumer acceptance. This study investigated the technological and sensory profile of samples of beef burger replacing NaCl with KCl added flavor enhancers, namely: CON (100% NaCl), F50 (50% NaCl and KCl + PuraQ®Arome NA4), and F60 (40% NaCl and 60% KCl + PuraQ®Arome NA4). Physicochemical, technological, microbiological and sensory parameters of the formulations were evaluated. There was no difference between formulations in microbiological, physicochemical and technological parameters. For color analysis, F60 reduced to the coordinate a* and raised b* compared to the CON. In sensory analysis, F60 reduced the flavor attribute compared to the CON. PuraQ® minimized the salty perception of the F50, however, but did not avoid the residual flavor in the F60. The principal component analysis associated the attributes with the formulations as follows: succulent and ideal seasoning (CON), soft and without salt (F50), and salty and residual flavor (F60). It was concluded that the reduction of 50% of NaCl added enhancer was better accepted by consumers, being a promising strategy in reducing sodium in burgers.

Foodborne infections due to the consumption of meat is a significant threat to public health. However, good vendor and consumer knowledge of meat safety could prevent meat contamination with and transmission of foodborne pathogens like Salmonella. Thus, this study investigated the vendor and consumer perception, knowledge, and practices of meat safety regarding ready-to-eat (RTE) meat and how this affected the prevalence and antibiotic susceptibility of Salmonella enterica in RTE meats in the streets of Ghana. A semi-structured questionnaire was used to obtain the demographics, knowledge, and practices of meat safety data from RTE meat vendors (n = 300) and consumers (n = 382). Salmonella enterica detection was done according to the United State of America (USA)-Food and Drugs Administration (FDA) Bacteriological Analytical Manual. The disk diffusion method was used for antibiotic resistance testing. The results revealed that most of the respondents had heard of meat safety (98.3% vendors, 91.8% consumers) and knew that meat could be contaminated by poor handling (100.0% vendors, 88.9% consumers). The respondents knew that regular hand washing reduced the risk of meat contamination (100.0% vendors, 94.0% consumers). Responses to the practices of meat safety by vendors were generally better. A very low Salmonella enterica prevalence was observed in the samples, ranging between 0.0 and 4.0% for guinea fowl and beef, respectively. However, the six isolates obtained were resistant to five of the nine antibiotics tested, with all isolates displaying different resistance profiles. Overall, the good knowledge and practice of meat safety demonstrated by the respondents corroborated the negligible prevalence of Salmonella in this study, reiterating the importance of vendor meat safety knowledge. However, the presence of resistant Salmonella enterica in some of the meat samples, albeit in a very low prevalence, warrants stricter sanitary measures and greater meat safety awareness in the general population to prevent meat-borne infections and potential transmission of drug-resistant bacteria to humans.

IntroductionTraditionally, suburbs have been conceived as dormitory – in binary opposition to the inner-city (Powell). Supporting this stereotypical view have been gendered binaries between inner and outer city areas; densely populated vs. sprawl; gentrified terraces and apartment culture vs. new estates and first home buyers; zones of (male) production and creativity against (female) sedate, consumer territory. These binaries have for over a decade been thoroughly criticised by urban researchers, who have traced such representations and demonstrated how they are discriminatory and incorrect (see Powell; Mee; Dowling and Mee). And yet, such binaries persist in popular media commentaries and even in academic research (Gibson and Brennan-Horley). In creative city research, inner-city areas have been bestowed with the supposed correct mix of conditions that may lead to successful creative ventures. In part, this discursive positioning has been borne out of prior attempts to mapthe location of creativity in the city. Existing research on the geography of creativity in the city have relied on proxy data forms: mapping data on firms and/or employment in the creative industry sectors (e.g. Gibson, Murphy and Freestone; Markusen et al.; Watson). In doing so, the focus has rested on “winners” – i.e. headquarters of major arts and cultural institutions located in inner city/CBD locations, or by looking for concentrations of registered creative businesses. Such previous studies are useful because they give some indication of the geographical spread and significance of creative activities in cities, and help answer questions about the locational preferences of creative industries, including their gravitational pull towards each other in an agglomerative sense (Scott). However, such studies rely on (usually) one proxy data source to reveal the presence of creative activities, rather than detail how creativity is itself apparent in everyday working lives, or embedded in the spaces, networks and activities of the city. The latter, more qualitative aspects of the lived experience of creativity can only at best be inferred from proxy data such as employment numbers and firm location. In contrast, other researchers have promoted ethnographic methods (Drake; Shorthose; Felton, Collis and Graham) including interviewing, snowballing through contacts and participant observation, as means to get ‘inside’ creative industries and to better understand their embeddedness in place and networks of social relations. Such methods provide rich explanation of the internal dynamics and social logics of creative production, but having stemmed from text-based recorded interviews, they produce data without geographical co-ordinates necessary to be mapped in the manner of employment or business location data – and thus remain comparatively “aspatial”, with no georeferenced component. Furthermore, in such studies relational interactions with material spaces of home, work and city are at best conveyed in text form only – from recorded interviews – and thus cannot be aggregated easily as a mapped representation of city life. This analysis takes a different tack, by mapping responses from interviews, which were then analysed using methods more common in mapping and analysing proxy data sources. By taking a qualitative route toward data collection, this paper illustrates how suburbs can actually play a major role in creative city economies, expanding understandings of what constitutes a creative workplace and examining the resulting spatial distributions according to their function. Darwin and the Creative Tropical City Project This article draws on fieldwork carried out in Darwin, NT a small but important city in Australia’s tropical north. It is the government and administration capital of the sparsely populated Northern Territory and continues to grapple with its colonial past, a challenging climate, small population base and remoteness from southern centres. The city’s development pattern is relatively new, even in Australian terms, only dating back to the late 1970s. After wholesale destruction by Cyclone Tracy, Darwin was rebuilt displaying the hallmarks of post-1970 planning schemes: wide ring-roads and cul-de-sacs define its layout, its urban form dominated by stout single-story suburban dwellings built to withstand cyclonic activity. More recently, Darwin has experienced growth in residential tower block apartments, catering to the city’s high degree of fly-in, fly-out labour market of mining, military and public service workers. These high rise developments have been focussed unsurprisingly on coastal suburbs with ample sections of foreshore. Further adding to its peculiar layout, the geographic centre is occupied by Darwin Airport (a chief military base for Australia’s northern frontier) splitting the northern suburbs from those closer to its small CBD, itself jutting to the south on a peninsula. Lacking then in Darwin are those attributes so often heralded as the harbingers of a city’s creative success – density, walkability, tracts of ex-industrial brownfields sites ripe for reinvention as creative precincts. Darwin is a city dominated by its harsh tropical climate, decentralised and overtly dependant on private car transport. But, if one cares to look beyond the surface, Darwin is also a city punching above its weight on account of the unique possibilities enabled by transnational Asian proximity and its unique role as an outlet for indigenous creative work from across the top of the continent (Luckman, Gibson and Lea). Against this backdrop, Creative Tropical City: Mapping Darwin’s Creative Industries (CTC), a federally funded ARC project from 2006 to 2009, was envisaged to provide the evidential base needed to posit future directions for Darwin’s creative industries. City and Territory leaders had by 2004 become enchanted by the idea of ‘the creative city’ (Landry) – but it is questionable how well these policy discourses travel when applied to disparate examples such as Darwin (Luckman, Gibson and Lea). To provide an empirical grounding to creative city ideas and to ensure against policy fetishism the project was developed to map the nature, extent and change over time of Darwin’s creative industries and imagine alternate futures for the city based on a critical appraisal of the applicability of national and international creative industry policy frameworks to this remote, tropical location (Lea et al.). Toward a Typology of Darwin’s Creative Workplaces This article takes one data set gathered during the course of the CTC project, based around a participatory mapping exercise, where interviewees responded to questions about where creative industry activities took place in Darwin by drawing on paper maps. Known as mental maps, these were used to gather individual representations of place (Tuan), but in order to extend their applicability for spatial querying, responses were transferred to a Geographic Information System (GIS) for storage, collation and analysis (Matei et al.). During semi-structured interviews with 98 Darwin-based creative industry practitioners, participants were provided with a base map of Darwin displaying Statistical Local Area (SLA) boundaries and roads for mark up in response to specific questions about where creative activities occurred (for more in depth discussion of this method and its varied outputs, refer to Brennan-Horley and Gibson). The analysis discussed here only examines answers to one question: “Where do you work?” This question elicited a total of 473 work locations from 98 respondents – a fourfold increase over statistics gleaned from employment measures alone (Brennan-Horley). Such an increase resulted from participants identifying their everyday work practices which, by necessity, took place across multiple locations. When transferring the spatial location of workplaces into the GIS, each site was coded depending on whether it was cited by the interviewee as their “major” or primary place of work, or if the place being discussed played a secondary or “minor” role in their creative practice. For example, an artist’s studio was categorised as major, but other minor sites also featured in their mental maps, for example, galleries, supply locations and teaching sites. Each worksite was then assigned to one of four categories: Front, Back, Networking and Supply (Table 1). In a similar fashion to McCannell’s work on the “front and back regions” of tourist towns (597), the creative industries, predicated on the production and exchange of texts, objects and ideas also display front spaces of sorts – sites that facilitate interactions between practitioner and audiences, spaces for performance and consumption. Operating behind these front spaces, are sites where creative endeavours take place – perhaps not as so readily seen or engaged with by wider publics. For example, a rehearsal room, artist’s studio or a theatre company’s office may not be key sites of interaction between creator and audience but remain nonetheless important sites of creative work. However, a binary of Front versus Back could not encapsulate the variety of other everyday, prosaic work sites evident in the data. Participants indicated on their maps visits to the post office to send artworks, going to Bunnings to buy paint (and inadvertently networking with others), through to more fleeting spaces such as artist materials fossicked from parklands to photoshoot locations. These supply sites (each themselves positioned along a continuum of “creative” to “mundane”) were typified as supply locations: sites that act as places to gather inputs into the creative process. Finally, sites where meetings and networking took place (more often than not, these were indicated by participants as occurring away from their major work place) were assigned under a heading of networking spaces. Table 1: A typology of creative workplaces Space Definition Coded examples Front A space for consumption/exchange of creative goods, outputs or expertise. Performance space, Market, Gallery, Client Location, Shopfront, Cinema, Exhibition space, Museum, Festival space Back A site of production, practice or business management Office, Studio, Rehearsal Space, Teaching Space, Factory, Recording Studio Networking A space to meet clients or others involved in creative industries Meeting places Supply Spaces where supplies for creative work are sourced Supplier, Photoshoot Location, Story Location, Shoot Location, Storage Coding data into discrete units and formulating a typology is a reductive process, thus a number of caveats apply to this analysis. First there were numerous cases where worksites fell across multiple categories. This was particularly the case with practitioners from the music and performing arts sector whose works are created and consumed at the same location, or a clothing designer whose studio is also their shopfront. To avoid double counting, these cases were assigned to one category only, usually split in favour of the site’s main function (i.e. performance sites to Front spaces). During interviews, participants were asked to locate parts of Darwin they went to for work, rather than detail the exact role or name for each of those spaces. While most participants were forthcoming and descriptive in their responses, in two percent of cases (n=11) the role of that particular space was undefined. These spaces were placed into the “back” category. Additionally, the data was coded to refer to individual location instances aggregated to the SLA level, and does not take into account the role of specific facilities within suburbs, even though certain spaces were referred to regularly in the transcripts. It was often the case that a front space for one creative industry practitioner was a key production site for another, or operated simultaneously as a networking site for both. Future disaggregated analyses will tease out the important roles that individual venues play in Darwin’s creative economy, but are beyond this article’s scope. Finally, this analysis is only a snapshot in time, and captures some of the ephemeral and seasonal aspects of creative workplaces in Darwin that occurred around the time of interviewing. To illustrate, there are instances of photographers indicating photo shoot locations, sites that may only be used once, or may be returned to on multiple occasions. As such, if this exercise were to be carried out at another time, a different geography may result. Results A cross-tabulation of the workplace typology against major and minor locations is given in Table 2. Only 20 per cent of worksites were designated as major worksites with the remaining 80 per cent falling into the minor category. There was a noticeable split between Back and Front spaces and their Major/Minor designation. 77 per cent of back spaces were major locations, while the majority of Front spaces (92 per cent) fell into the minor category. The four most frequently occurring Minor Front spaces – client location, performance space, markets and gallery – collectively comprise one third of all workplaces for participants, pointing to their important role as interfacing spaces between creative output produced or worked on elsewhere, and wider publics/audiences. Understandably, all supply sites and networking places were categorised as minor, with each making up approximately 20 per cent of all workplaces. Table 2: creative workplaces cross tabulated against primary and secondary workplaces and divided by creative workplace typology. Major Minor Grand Total Back Office 44 1 45 Studio 22 - 22 Rehearsal Space 7 11 18 Undefined - 11 11 Teaching Space 3 1 4 Factory 1 - 1 Recording Studio 1 - 1 Leanyer Swamp 1 - 1 Back space total 79 24 103 Front Client Location - 70 70 Performance Space 2 67 69 Market 1 11 12 Gallery 3 8 11 Site - 8 8 Shopfront 1 3 4 Exhibition Space - 3 3 Cinema 2 1 3 Museum 1 1 2 Shop/Studio 1 - 1 Gallery and Office 1 - 1 NightClub 1 - 1 Festival space - 1 1 Library 1 - 1 Front Space total 14 173 187 Networking Meeting Place - 94 94 Networking space total - 94 94 Supply Supplier - 52 52 Photoshoot Location - 14 14 Story Location - 9 9 Shoot Location - 7 7 Storage - 4 4 Bank - 1 1 Printer - 1 1 Supply Space total - 88 88 Grand Total 93 379 472 The maps in Figures 1 through 4 analyse the results spatially, with individual SLA scores provided in Table 3. The maps use location quotients, representing the diversion of each SLA from the city-wide average. Values below one represent a less than average result, values greater than one reflecting higher results. The City-Inner SLA maintains the highest overall percentage of Darwin’s creative worksites (35 per cent of the total) across three categories, Front, Back and especially Networking sites (60 per cent). The concentration of key arts institutions, performance spaces and CBD office space is the primary reason for this finding. Additionally, the volume of hospitality venues in the CBD made it an amenable place to conduct meetings away from major back spaces. Figure 1: Back spaces by Statistical Local Areas Figure 2: Front spaces by Statistical Local Areas Figure 3: Networking sites, by Statistical Local Areas Figure 4: Supply sites by Statistical Local Areas However this should not deter from the fact that the majority of all worksites (65 per cent) indicated by participants actually reside in suburban locations. Numerically, the vast majority (70 per cent) of Darwin’s Front spaces are peppered across the suburbs, with agglomerations occurring in The Gardens, Fannie Bay, Nightcliff and Parap. The Gardens is the location for Darwin’s biggest weekly market (Mindl Beach night market), and a performance space for festivals and events during the city’s long dry season. Mirroring more the cultures of its neighbouring SE Asian counterparts, Darwin sustains a vibrant market culture unlike that of any other Australian capital city. As the top end region is monsoonal, six months of the year is guaranteed to be virtually rain free, allowing for outdoor activities such as markets and festivals to flourish. Markets in Darwin have a distinctly suburban geography with each of the three top suburban SLAs (as measured by Front spaces) hosting a regular market, each acting as temporary sites of networking and encounter for creative producers and audiences. Importantly, over half of the city’s production sites (Back spaces) were dispersed across the suburbs in two visible arcs, one extending from the city taking in Fannie Bay and across to Winnellie via Parap, and through the northern coastal SLAs from Coconut Grove to Brinkin (Figure 1). Interestingly, 85 per cent of all supply points were also in suburban locations. Figure 4 maps this suburban specialisation, with the light industrial suburb of Winnellie being the primary location for Darwin’s creative practitioners to source supplies. Table 3: Top ten suburbs by workplace mentions, tabulated by workplace type* SLA name Front Back Networking Supply Workplace total Inner City/CBD City - Inner 56 (29.9%) 35 (36%) 57 (60.6%) 13 (14.8%) 162 (34.3%) Inner City Total 56 (29.9%) 35 (36%) 57 (60.6%) 13 (14.8%) 162 (34.3%) Top 10 suburban The Gardens 30 (16%) 3 (2.9%) 6 (6.4%) 5 (5.7%) 44 (9.3%) Winnellie 3 (1.6%) 7 (6.8%) 1 (1.1%) 24 (27.3%) 35 (7.4%) Parap 14 (7.5%) 4 (3.9%) 6 (6.4%) 9 (10.2%) 33 (7%) Fannie Bay 17 (9.1%) 5 (4.9%) 4 (4.3%) 2 (2.3%) 28 (5.9%) Nightcliff 14 (7.5%) 7 (6.8%) 2 (2.1%) 4 (4.5%) 27 (5.7%) Stuart Park 4 (2.1%) 8 (7.8%) 4 (4.3%) 4 (4.5%) 20 (4.2%) Brinkin 1 (0.5%) 8 (7.8%) 9 (9.6%) 2 (2.3%) 20 (4.2%) Larrakeyah 5 (2.7%) 5 (4.9%) 1 (1.1%) 3 (3.4%) 14 (3%) City - Remainder 5 (2.7%) 2 (1.9%) 0 (0%) 6 (6.8%) 13 (2.8%) Coconut Grove 3 (1.6%) 4 (3.9%) 1 (1.1%) 4 (4.5%) 12 (2.5%) Rapid Creek 3 (1.6%) 6 (5.8%) 0 (0%) 0 (0%) 9 (1.9%) Suburban Total** 131 (70.1%) 67 (65%) 37 (39.4%) 75 (85%) 310 (65.7%) City-Wide Total 187 103 94 88 472 *All percentages calculated from city- wide total **Suburban total row includes all 27 suburbs, not just top tens Discussion There are two key points to take from this analysis. First, the results show the usefulness of combining in-depth qualitative research with GIS mapping methods. Interviewing creative workers about where activities in their working days (or nights) take place, rather than defaulting to incomplete industry statistics can reveal a more comprehensive view of where creative work manifests in the city. Second, the role that multiple, decentred and often suburban facilities played as sites of supply, production and consumption in Darwin’s creative economy leads theories about the spatiality of creativity in the city in new directions. These results clearly show that the cultural binaries that theorists have assumed shape perceptions of the city and its suburbs do not appear in this instance to be infusing the everyday nature of creative work in the city. What was revealed by this data is that creative work in the city creates a variegated city produced through practitioners’ ordinary daily activities. Creative workers are not necessarily resisting or reinventing ideas of what the suburbs mean, they are getting on with creative work in ways that connect suburbs and the city centre in complex – and yet sometimes quite prosaic – ways. This is not to say that the suburbs do not present challenges for the effective conduct of creative work in Darwin – transport availability and lack of facilities were consistently cited problems by practitioners – but instead what is argued here is that ways of understanding the suburbs (in popular discourse, and in response in critical cultural theory) that emanate from Sydney or Los Angeles do not provide a universal conceptual framework for a city like Darwin. By not presuming that there is a meta-discourse of suburbs and city centres that everyone in every city is bound to, this analysis captured a different geography. In conclusion, the case of Darwin displayed decentred and dispersed sites of creativity as the norm rather than the exception. Accordingly, creative city planning strategies should take into account that decentralised and varied creative work sites exist beyond the purview of flagship institutions and visible creative precincts. References Brennan-Horley, Chris. “Multiple Work Sites and City-Wide Networks: A Topological Approach to Understanding Creative Work.” Australian Geographer 41 (2010): 39-56. ———, and Chris Gibson. “Where Is Creativity in the City? Integrating Qualitative and GIS Methods.” Environment and Planning A 41 (2009): 2295–2614.Collis, Christy, Emma Felton, and Phil Graham. “Beyond the Inner City: Real and Imagined Places in Creative Place Policy and Practice.” The Information Society 26 (2010): 104-112. Dowling, Robyn, and Kathy Mee. “Tales of the City: Western Sydney at the End of the Millennium.” Sydney: The Emergence of a World City. Ed. John Connell. Melbourne: Oxford UP, 2000. Drake, Graham. “‘This Place Gives Me Space’: Place and Creativity in the Creative Industries.” Geoforum 34 (2003): 511–524. Felton, Emma, Christy Collis and Phil Graham. “Making Connections: Creative Industries Networks in Outer-Suburban Locations.” Australian Geographer 41 (2010): 57-70. Gibson, Chris, and Chris Brennan-Horley. “Goodbye Pram City: Beyond Inner/Outer Zone Binaries in Creative City Research.” Urban Policy and Research 24 (2006): 455–71. ———, Peter Murphy, and Robert Freestone. “Employment and Socio-Spatial Relations in Australia's Cultural Economy.” Australian Geographer 33 (2002): 173-189. Landry, Charles. The Creative City: A Toolkit for Urban Innovators. London: Comedia/Earthscan, 2000. Lea, Tess, Susan Luckman, Chris Gibson, Donal Fitzpatrick, Chris Brennan-Horley, Julie Willoughby-Smith, and Karen Hughes. Creative Tropical City: Mapping Darwin’s Creative Industries. Darwin: Charles Darwin University, 2009. Luckman, Sue, Chris Gibson, and Tess Lea. “Mosquitoes in the Mix: How Transferable Is Creative City Thinking?” Singapore Journal of Tropical Geography (2009): 30, 47-63. Markusen, Ann, Gregory Wassall, Douglas DeNatale, and Randy Cohen. “Defining the Creative Economy: Industry and Occupational Approaches.” Economic Development Quarterly 22 (2008): 24-45. Matei, Sorin, Sandra Ball-Rokeach, and Jack Qiu. “Fear and Misperception of Los Angeles Urban Space: A Spatial-Statistical Study of Communication-Shaped Mental Maps.” Communication Research 28 (2001): 429-463. McCannell, Dean. “Staged Authenticity: Arrangements of Social Space in Tourist Settings.” The American Journal of Sociology 79 (1973): 589-603. Mee, Kathy. “Dressing Up the Suburbs: Representations of Western Sydney.” Metropolis Now: Planning and the Urban in Contemporary Australia Eds. Katherine Gibson and Sophie Watson. Sydney: Pluto Press, 1994. 60–77. Powell, Diane. Out West: Perceptions of Sydney’s Western Suburbs. Sydney: Allen and Unwin, 1993. Shorthose, Jim. “Accounting for Independent Creativity in the New Cultural Economy.” Media International Australia 112 (2004): 150-161. Scott, Allen J. The Cultural Economy of Cities. London: Sage, 2000. Tuan, Yi-Fu. “Images and Mental Maps.” Annals of the Association of American Geographers 65 (1975): 205-213. Watson, Allan. “Global Music City: Knowledge and Geographical Proximity in London’s Recorded Music Industry.” Area 40 (2008): 12–23.

There’s always this never-ending discussion about the curator who imposes meaning or imposes the concept of art, of what art is. I think this is the wrong opposition. Every artwork produces its concept, or a concept of what art is. And the role of the curator is not to produce a concept of art but to invent, to fabricate, elaborate reading grids or coexistence grids between them.(Nicolas Bourriaud quoted in Bourriaud, Lunghi, O’Neill, and Ruf 91–92)In 2010 at a conference in Rotterdam, Nicolas Bourriaud, Enrico Lunghi, Paul O’Neill, and Beatrix Ruf discussed the question, “Is the curator per definition a political animal?” This paper draws on their discussion when posing the reverse scenario—is the political animal per definition a curator in the context of the development of large-scale public policy? In exploring this question, I suggest that recent conceptual discussions centring on “the curatorial turn” in the arena of the creative arts provide a useful framework for understanding and managing opportunities and pitfalls in policymaking that is influenced by news media. Such a conceptual understanding is important. My empirical research has identified a transport policy arena that is changing due to news media scrutiny in Sydney, Australia. My findings are that the discourses arising and circulating in the public and the news media wield considerable influence. I posit in this paper the view that recent academic discussion of curatorial practices could identify more effective and successful approaches to policy development and implementation. I also question whether some of the key problems highlighted by commentary on the curatorial turn, such as the silencing of the voice of the artist, find parallels in policy as the influence of the bureaucrat or technical expert is diminished by the rise of the politician as curator in mediatised policy. The Political AnimalPaul O’Neill defines a political animal: “to be a passionate and human visionary—someone who bridges gaps, negotiates the impossible in order to generate change, even slight change, movements, a shivering” (Bourriaud et al. 90). O’Neill’s definition is a different definition from Aristotle’s famous assertion that humans (collectively) are the “political animal” because they are the only animals to possess speech (Danta and Vardoulakis 3). The essence of O’Neill’s definition shifts from the Aristotelian view that all humans are political, towards what Chris Danta and Dimitris Vardoulakis (4) refer to as “the consumption of the political by politics,” where the domain of the political is the realm of the elite few rather than innately human as Aristotle suggests. Moreover, there is a suggestion in O’Neill’s definition that the “political animal” is the consummate politician, creating change against great opposition. I suggest that this idea of struggle and adversity in O’Neill’s definition echoes policy development’s own “turn” of the early 1990s, “the argumentative turn in policy analysis and planning” (Fischer and Forester 43). The Argumentative Turn The argumentative turn in policy analysis and planning is premised on the assertion that “policy is made of language” (Majone 1). It represents a seismic shift in previously championed academic conceptions of policy analysis—decisionism, rationality, the economic model of choice, and other models that advocate measured, rational, and objective policy development processes. The argumentative turn highlights the importance of communication in policy development. Prior to this turn, policy analysts considered formal communication to be something that happened after policy elites had completed the scientific, objective, analytical, and rational work. Communication was perceived as being the process of “seducing” or the “‘mere words’ that add gloss to the important stuff” (Throgmorton 117–19). Communication had meant selling or “spinning” the policy—a task often left to the devices of the public relations industry by the “less scrupulous” policymaker (Dryzek 227).The new line of inquiry posits the alternative view that, far from communication being peripheral, “the policy process is constituted by and mediated through communicative practices” (Fischer and Gottweis 2). Thanks largely to the work of Deborah Stone and Giandomenico Majone, academics began to ask, “What if our language does not simply mirror or picture the world but instead profoundly shapes our view of it in the first place?” (Fischer and Forester 1). The importance of this turn to the argument, I posit in this paper, is illustrated by Stone when she contends that the communication of conflicting views and interests create a world where paradoxical positions on policy are inevitable. Stone states, “Ask a politician to define a problem and he will probably draw a battlefield and tell you who stands on which side. The analytical language of politics includes ‘for and against,’ ‘supporters and enemies,’ ‘our side and their side’” (166). Stone describes a policymaking process that is inherently difficult. Her ideas echo O’Neill’s intonation that in order for movement or even infinitesimal change it is the negotiation of the impossible that makes a political animal. The Mediatisation of Sydney Transport Stone and Majone speak only cursorily of the media in policy development. However, in recent years academics have increasingly contended that “mediatisation” be recognised as referring to the increasing influence of media in social, cultural, and political spheres (Deacon and Stanyer; Strömbäck and Esser; Shehata and Strömbäck). My own research into the influence of mediatisation on transport policy and projects in Sydney has centred more specifically on the influence of news media. My focus has been a trend towards news media influence in Australian politics and policy that has been observed by academics for more than a decade (Craig; Young; Ward, PR State; Ward, Public Affair; Ward, Power). My research entailed two case study projects, the failed Sydney CBD Metro (SCM) rail line and a North West Rail Link (NWR) currently under construction. Data-gathering included a news media study of 180 relevant print articles; 30 expert interviews with respondents from politics, the bureaucracy, transport planning, news media, and public relations, whose work related to transport (with a number working on the case study projects); and surveys, interviews, and focus groups with 149 public respondents. The research identified projects whose contrasting fortunes tell a significant story in relation to the influence of news media. The SCM, despite being a project deemed to be of considerable merit by the majority of expert respondents, was, as stated by a transport planner who worked on the project, “poorly sold,” which “turned it into a project that was very easy to ridicule.” Following a resulting period of intense news media criticism, the SCM was abandoned. As a transport reporter for a daily newspaper asserts in an interview, the prevailing view in the news media is that the project “was done on the back of an envelope.” According to experts with knowledge of the SCM, that years of planning had been undertaken was not properly presented to the public. Conversely, the experts I interviewed deem the NWR to be a low-priority project for Sydney. As a former chief of staff within both federal and state government departments including transport states, “if you are going to put money into anything in Sydney it would not be the NWR.” However, in the project’s favour is an overwhelming dominant public and media discourse that I label The north-west of Sydney is overdue rail transport. A communications respondent contends in an interview that because the NWR has “been talked about for so long” it holds “the right sighting, if you like, in people’s minds,” in other words, the media and the public have become used to the idea of the project.Ultimately, my findings, dealt with in more detail elsewhere (Richardson), suggest that powerful news media and public discourses, if not managed effectively, can be highly problematic for policymaking. This was found to be the case for the failure of the SCM. It is with this finding that I assert that the concept of curating the discourses surrounding a policy arena could hold considerable merit as a conceptual framework for discourse management. The Curatorial Turn in Policy Development? I was alerted to the idea of curating mediatised policy development during an expert interview for my empirical research. The respondent, chief editor of a Sydney newspaper, stated that, with an overwhelming mountain of information, news, views, and commentary being generated daily through the likes of the Internet and social media, the public needs curators to sift and sort the most important themes and arguments. The expert suggested this is now part of a journalist’s role. The idea of journalists as curators is far from new (Bakker 596). Nor is it the purpose of this paper. However, what struck me in this notion of curating was the critical role of sifting, sorting and ultimately selecting which themes, ideas, or pieces of information are privileged in myriad choices. My own empirical research was indicating that the management of highly influential news media and public discourses surrounding transport infrastructure also involved a considerable level of selection. Therefore, I hypothesised that the concept of curating might aid the managing of discourses when it comes to communicating for successful policy and project development that is subject to news media scrutiny. Research into scholarship has indicated that the concept of “the curatorial turn” is significant to this hypothesis. Since the 1960s the role of curator in art exhibition has shifted from that of “caretaker” for a collection to the shaper of an exhibition (O’Neill, “Turn”; O’Neill, Culture). Central to this shift is “the changing perception of the curator as carer to a curator who has a more creative and active part to play within the production of art itself” (O’Neill, Turn 243). Some commentators go so far as to suggest that curators have become cultural agents that “participate in the production of cultural value” (244). The curator’s role in exhibition design has also been equated to that of an author or auteur that drives an exhibition’s meaning (251–52). Why is this important for policy development? It is my view that there is certainly merit to viewing a significant part of the role of the political animal in policymaking as the curator of public and media discourse. As Beatrix Ruf suggests, the role of the curator is to create a “freedom for things to happen” within “a societal context” that not only takes into account the needs of the “artist” but also the “audience” (Bourriaud et al. 91). If we were to substitute bureaucrat for artist and media/public for audience then Ruf’s suggestion seems particularly relevant for the communication of policy. To return to Bourriaud’s quote that began this paper, perhaps the role of the curator/policymaker is not solely to produce a policy “but to invent, to fabricate, elaborate reading grids or coexistence grids,” to manage the discourses that influence the policy arena (Bourriaud et al. 92). Furthermore, the answer to why the concept of the curatorial turn seems relevant to policy development requires consideration not only of the rise of the voice and influence of the curator/policymaker but also of those at whose expense this shift has occurred. Through the rise of the curator the voice of the artist has dimmed. As the exhibition is elevated to “the status of quasi-artwork,” individual artworks themselves become simply “a useful fragment” (O’Neill, “Turn” 253). One of the underlying tensions of the curatorial turn is the rise of actors that are not practicing artists themselves. In other words, the producers of art, the artists, have less influence over their own practice. In New South Wales (NSW), we have witnessed a similar scenario with the steady rise of the voice and influence of the politician (and political adviser), at the expense of the public service. This loss of bureaucratic power was embedded structurally in the mid-1970s when Premier Neville Wran established the Ministerial Advisory Unit (MAU) to oversee NSW state government decisions. A respondent for my research states that when he began his career as a public servant: politicians didn’t really have a lot of ideas about things … the public service really ran the place … [Premier Wran] said, ‘this isn’t good enough. I’m being manipulated by the government departments. I’m going to set up something called the MAU which is politically appointed as a countervailing force to the bureaucracy to get the advice that I want.’The respondent infers a power grab by political actors to stymie the influence of the bureaucracy. This view is shared by several expert respondents for my research, as well as being substantiated by historian John Gunn (503). One of the clear results of the structural change has been that a politically driven media focus is now embedded in the structure of government policy and project decision-making. Instead of taking its lead from priorities emanating from the community, the bureaucracy is instead left with little choice but to look to the minister for guidance. As a project management consultant to government states in an interview:I think today the bureaucrat who makes the hard administrative decisions, the management decisions, is basically outweighed by communications, public relations, media relations director … the politicians are poll driven not policy driven. The respondent makes a point with which former politician Lindsay Tanner (Tanner) and academic Ian Ward (Ward, Power) agree—Australian politicians are increasingly structuring their operations around news media. The bureaucracy has become less relevant to policymaking as a result. My empirical research indicates this. The SCM and the NWR were highly publicised projects where the views of transport experts were largely ignored. They represent cases where the voice of the experts/artists had been completely suppressed by the voice of the politician/curator. I contend that this is where key questions of the role of the politician and the curator converge. Experts interviewed for my research express concerns that policymaking has been altered by structural changes to the bureaucracy. Similarly, some academics concerned with the rise of the curator question whether the shift will change the very nature of art (O’Neill, Cultures). A shared concern of the art world and those witnessing the policy arena in NSW is that the thoughts and ideas of those that do are being overshadowed by the views of those who talk. In terms of curatorial practice, O’Neill (Cultures) cites the views of Mick Wilson, who speaks of the rise of the “Foucauldian moment” and the “ubiquitous appeal of the term ‘discourse’ as a word to conjure and perform power,” where “even talking is doing something.” As O’Neill contends, “at this extreme, the discursive stands in the place of ‘doing’ within discourses on curatorial practice” (43). O’Neill submits Wilson’s point as an extreme view within the curatorial turn. However, the concern for the art world should be similar to the one experienced in the policy arena. Technical advice from the bureaucracy (doers) to ministers (talkers) has changed. In an interview with me, a partner in one of Australia’s leading architectural and planning practices contends that the technical advice of the bureaucracy to ministers is not as “fearless and robust” as it once was. Furthermore, he is concerned that planners have lost their influence as ministers now look to political advisers rather than technical advisers for direction. He states, “now what happens is most advisors to ministers are political advisers and they will give political advice … the planning advice hasn’t come from the planners.” The ultimate concern is that, through a silencing of the technical expert, policymaking is losing a vital layer of experience and knowledge that can only be to the detriment of the practice and its beneficiaries, the public. The closer one looks, the more evident the similarities between curating and policy development become. Acute budgetary limitations exist. There is an increased reliance on public funding. Large-scale curating, like policy development, involves “a negotiation of the relationship between public and private interests” (Ruf in Bourriaud et al. 90). There is also a tension between short- and long-term outlooks as well as local and global perspectives (Lunghi in Bourriaud et al. 97). And, significantly for my argument for the privileging of the concept of curating of discourse in policy, curating has also been called “a battlefield of ideas in which the public (or audience) has become ‘the big Other’” in that “everything that cannot find its audience, its public, is highly suspicious or very problematic” (Bourriaud in Bourriaud et al. 96–97). The closer the inspection, the starker the similarities of each pursuit. Lessons, Ramifications and Conclusions What can policymakers learn from the curatorial turn? For policymaking, it seems that the argumentative turn, the rise of news mediatisation, the strengthening of power and influence of the politician, and the “Foucauldian moment” have seen the rise of the discursive in place of doing that some quarters identify as being the case with the curatorial turn (O’Neill, Cultures). Therefore, it would be pertinent for policymakers to heed Bourriaud’s statement that began this paper: “the role of the curator is not to produce a concept of art (or policy) but to invent, to fabricate, elaborate reading grids or coexistence grids between them” (Bourriaud et al. 92). Is such a method of curating discourse the way forward for the political animal that seeks to achieve the politically “impossible” in policymaking? Perhaps for policymaking the importance of the concept of curating holds both opportunity and a warning. The opportunity, exemplified by the success of the NWR and the failure of the SCM projects in Sydney, is in accepting the role of media and public discourses in policy development so that they may be more thoroughly investigated and understood before being more effectively folded into the policymaking process. The warning lies in the concerns the curatorial turn has raised over the demise of the artist in light of the rise of discourse. The voice of the technical expert appears to be fading. How do we effectively curate discourses as well as restore the bureaucrat to former levels of robust fearlessness? I dare say it will take a political animal to do either. ReferencesBakker, Piet. “Mr Gates Returns.” Journalism Studies 15.5 (2014): 596–606.Bourriaud, Nicolas, Enrico Lunghi, Paul O’Neill, and Beatrix Ruf. “Is the Curator per Definition a Political Animal?” Rotterdam Dialogues: The Critics, the Curators, the Artists. Eds. Zoe Gray, Miriam Kathrein, Nicolaus Schafhausen, Monika Szewczyk, and Ariadne Urlus. Rotterdam: Witte de With Publishers, 2010. 87–99. Craig, Geoffrey. The Media, Politics and Public Life. Crows Nest, NSW: Allen and Unwin, 2004.Danta, Chris, and Dimitris Vardoulakis. “The Political Animal.” SubStance 37.3 (2008): 3–6. Dryzek, John S. “Policy Analysis and Planning: From Science to Argument.” The Argumentative Turn in Policy Analysis and Planning. Eds. Frank Fischer and John Forester. Durham, NC: Duke UP, 1993. 213–32.Fischer, Frank, and John Forester. “Editors’ Introduction.” The Argumentative Turn in Policy Analysis and Planning. Eds. Frank Fischer and John Forester. Durham, NC: Duke UP, 1993. 1–17.Fischer, Frank, and Herbert Gottweis. Argumentative Turn Revisited: Public Policy as Communicative Practice. Durham, NC: Duke UP, 2012.Gunn, John. Along Parallel Lines: A History of the Railways of New South Wales. Carlton: Melbourne UP, 1989.Majone, Giandomenico. Evidence, Argument, and Persuasion in the Policy Process. New Haven: Yale UP, 1989.O’Neill, Paul. “The Curatorial Turn: From Practice to Discourse.” The Biennial Reader. Eds. Elena Filipovic, Marieke Van Hal, and Solvig Øvstebø. Bergen, Norway: Bergen Kunsthall, 2007. 240–59.———. The Culture of Curating and the Curating of Cultures. Cambridge, MA: The MIT P, 2012.Richardson, Nicholas. “Political Upheaval in Australia: Media, Foucault and Shocking Policy.” Media International Australia. Forthcoming.Shehata, Adam, and Jesper Strömbäck. “Mediation of Political Realities: Media as Crucial Sources of Information.” Mediatization of Politics: Understanding the Transformation of Western Democracies. Eds. Frank Esser and Jesper Strömbäck. Basingstoke, Hampshire; New York, NY: Palgrave Macmillan, 2014. 93–112. Stone, Deborah. Policy Paradox and Political Reason. Glenview, Illinois: Scott, Foresman and Company, 1988.Strömbäck, Jesper, and Frank Esser. “Mediatization of Politics: Towards a Theoretical Framework.” Mediatization of Politics: Understanding the Transformation of Western Democracies. Eds. Frank Esser and Jesper Strömbäck. Basingstoke, Hampshire: Palgrave Macmillan, 2014. 3–28.Tanner, Lindsay. Sideshow: Dumbing Down Democracy. Carlton North, Victoria: Scribe, 2011.Throgmorton, James A. “Survey Research as Rhetorical Trope: Electric Power Planning in Chicago.” The Argumentative Turn in Policy Analysis and Planning. Eds. Frank Fischer and John Forester. Durham, NC: Duke UP, 1993. 117–44.Ward, Ian. “An Australian PR State?” Australian Journal of Communication 30.1 (2003): 25–42. ———. “Lobbying as a Public Affair: PR and Politics in Australia.” Communication, Creativity and Global Citizenship. ANZCA: Brisbane, 2009. 1039–56. ‹http://www.anzca.net/documents/anzca-09-1/refereed-proceedings-2009-1/79-lobbying-as-a-public-affair-pr-and-politics-in-australia-1/file.html›.———. “The New and Old Media, Power and Politics.” Government, Politics, Power and Policy in Australia. Eds. Dennis Woodward, Andrew Parkin, and John Summers. Frenchs Forest, NSW: Pearson, 2010. 374–93.Young, Sally. “Killing Competition: Restricting Access to Political Communication Channels in Australia.” AQ: Journal of Contemporary Analysis 75.3 (2003): 9–15.

When historian Graeme Davison famously declared that “Australia was born urban and quickly grew suburban” (98), he was clearly referring to Melbourne or Sydney, but certainly not Brisbane. Although the Brisbane of 2011 might resemble a contemporary, thriving metropolis, its genealogy is not an urban one. For most of its history, as Gillian Whitlock has noted, Brisbane was “a place where urban industrial society is kept at bay” (80). What distinguishes Brisbane from Australia’s larger southern capital cities is its rapid morphology into a city from a provincial, suburban, town. Indeed it is Brisbane’s distinctive regionalism, with its sub-tropical climate, offering a steamy, fecund backdrop to narratives of the city that has produced a plethora of writing in literary accounts of the city, from author David Malouf through to contemporary writers such as Andrew McGahan, John Birmingham, Venero Armanno, Susan Johnson, and Nick Earls. Brisbane’s lack of urban tradition makes its transformation unique among Australian cities. Its rapid population growth and urban development have changed the way that many people now live in the city. Unlike the larger cities of Sydney or Melbourne, whose inner cities were established on the Victorian model of terrace-row housing on small lots, Brisbane’s early planners eschewed this approach. So, one of the features that gives the city its distinction is the languorous suburban quality of its inner-city areas, where many house blocks are the size of the suburban quarter-acre block, all within coo-ee of the city centre. Other allotments are medium to small in size, and, until recently, housed single dwellings of varying sizes and grandeur. Add to this a sub-tropical climate in which ‘green and growth’ is abundant and the pretty but flimsy timber vernacular housing, and it’s easy to imagine that you might be many kilometres from a major metropolitan centre as you walk around Brisbane’s inner city areas. It is partly this feature that prompted demographer Bernard Salt to declare Brisbane “Australia’s most suburban city” (Salt 5). Prior to urban renewal in the early 1990s, Brisbane was a low-density town with very few apartment blocks; most people lived in standalone houses.From the inception of the first Urban Renewal program in 1992, a joint initiative of the Federal government’s Building Better Cities Program and managed by the Brisbane City Council (BCC), Brisbane’s urban development has undergone significant change. In particular, the city’s Central Business District (CBD) and inner city have experienced intense development and densification with a sharp rise in medium- to high-density apartment dwellings to accommodate the city’s swelling population. Population growth has added to the demand for increased density, and from the period 1995–2006 Brisbane was Australia’s fastest growing city (ABS).Today, parts of Brisbane’s inner city resembles the density of the larger cities of Melbourne and Sydney. Apartment blocks have mushroomed along the riverfront and throughout inner and middle ring suburbs. Brisbane’s population has enthusiastically embraced apartment living, with “empty nesters” leaving their suburban family homes for the city, and apartments have become the affordable option for renters and first home purchasers. A significant increase in urban amenities such as large-scale parklands and river side boardwalks, and a growth in service industries such as cafes, restaurants and bars—a feature of cities the world over—have contributed to the appeal of the city and the changing way that people live in Brisbane.Urbanism demands specific techniques of living—life is different in medium- to high-density dwellings, in populous places, where people live in close proximity to one another. In many ways it’s the antithesis to suburban life, a way of living that, as Davison notes, was established around an ethos of privacy, health, and seclusion and is exemplified in the gated communities seen in the suburbs today. The suburbs are characterised by generosity of space and land, and developed as a refuge and escape from the city, a legacy of the nineteenth-century industrial city’s connection with overcrowding, disease, and disorder. Suburban living flourished in Australia from the eighteenth century and Davison notes how, when Governor Phillip drew up the first town plan for Sydney in 1789, it embodied the aspirations of “decency, good order, health and domestic privacy,” which lie at the heart of suburban ideals (100).The health and moral impetus underpinning the establishment of suburban life—that is, to remove people from overcrowding and the unhygienic conditions of slums—for Davison meant that the suburban ethos was based on a “logic of avoidance” (110). Attempting to banish anything deemed dangerous and offensive, the suburbs were seen to offer a more natural, orderly, and healthy environment. A virtuous and happy life required plenty of room—thus, a garden and the expectation of privacy was paramount.The suburbs as a site of lived experience and cultural meaning is significant for understanding the shift from suburban living to the adoption of medium- to high-density inner-city living in Brisbane. I suggest that the ways in which this shift is captured discursively, particularly in promotional material, are indicative of the suburbs' stronghold on the collective imagination. Reinforcing this perception of Brisbane as a suburban city is a history of literary narratives that have cast Brisbane in ways that set it apart from other Australian cities, and that are to do with its non-urban characteristics. Imaginative and symbolic discourses of place have real and material consequences (Lefebvre), as advertisers are only too well aware. Discursively, city life has been imagined oppositionally from life in the suburbs: the two sites embody different cultural meanings and values. In Australia, the suburbs are frequently a site of derision and satire, characterized as bastions of conformity and materialism (Horne), offering little of value in contrast to the city’s many enchantments and diverse pleasures. In the well-established tradition of satire, “suburban bashing is replete in literature, film and popular culture” (Felton et al xx). From Barry Humphries’s characterisation of Dame Edna Everage, housewife superstar, who first appeared in the 1960s, to the recent television comedy series Kath and Kim, suburbia and its inhabitants are represented as dull-witted, obsessed with trivia, and unworldly. This article does not intend to rehearse the tradition of suburban lampooning; rather, it seeks to illustrate how ideas about suburban living are hard held and how the suburban ethos maintains its grip, particularly in relation to notions of privacy and peace, despite the celebratory discourse around the emerging forms of urbanism in Brisbane.As Brisbane morphed rapidly from a provincial, suburban town to a metropolis throughout the 1990s and early 2000s, a set of metropolitan discourses developed in the local media that presented new ways of inhabiting and imagining the city and offered new affiliations and identifications with the city. In establishing Brisbane’s distinction as a city, marketing material relied heavily on the opposition between the city and the suburbs, implying that urban vitality and diversity rules triumphant over the suburbs’ apparent dullness and homogeneity. In a billboard advertisement for apartments in the urban renewal area of Newstead (2004), images of architectural renderings of the apartments were anchored by the words—“Urban living NOT suburban”—leaving little room for doubt. It is not the design qualities of the apartments or the building itself being promoted here, but a way of life that alludes to utopian ideas of urban life, of enchantment with the city, and implies, with the heavy emphasis of “NOT suburban,” the inferiority of suburban living.The cultural commodification of the late twentieth- and twenty-first-century city has been well documented (Evans; Dear; Zukin; Harvey) and its symbolic value as a commodity is expressed in marketing literature via familiar metropolitan tropes that are frequently amorphous and international. The malleability of such images makes them easily transportable and transposable, and they provided a useful stockpile for promoting a city such as Brisbane that lacked its own urban resources with which to construct a new identity. In the early days of urban renewal, the iconic images and references to powerhouse cities such as New York, London, and even Venice were heavily relied upon. In the latter example, an advertisement promoting Brisbane appeared in the Sydney Morning Herald colour magazine (May 2005). This advertisement represented Brisbane as an antipodean Venice, showing a large reach of the Brisbane river replete with gondolas flanked by the city’s only nineteenth-century riverside building, the Custom’s House. The allusion to traditional European culture is a departure from the usual tropes of “fun and sun” associated with promotions of Queensland, including Brisbane, while the new approach to promoting Brisbane is cognizant of the value of culture in the symbolic and economic hierarchy of the contemporary city. Perhaps equally, the advertisement could be read as ironic, a postmodern self-parodying statement about the city in general. In a nod to the centrality of the spectacle, the advertisement might be a salute to idea of the city as theme park, a pleasure playground and a collective fantasy of escape. Nonetheless, either interpretation presents Brisbane as somewhere else.In other promotional literature for apartment dwellings, suburban living maintains its imaginative grip, evident in a brochure advertising Petrie Point apartments in Brisbane’s urban renewal area of inner-city New Farm (2000). In the brochure, the promise of peace and calm—ideals that have their basis in suburban living—are imposed and promoted as a feature of inner-city living. Paradoxically, while suggesting that a wholesale evacuation and rejection of suburban life is occurring presumably because it is dull, the brochure simultaneously upholds the values of suburbia:Discerning baby boomers and generation X’ers who prefer lounging over latte rather than mowing the quarter acre block, are abandoning suburban living in droves. Instead, hankering after a more cosmopolitan lifestyle without the mind numbing drive to work, they are retreating to the residential mecca, the inner city, for chic shops and a lively dining, arts and theatre culture. (my italics)In the above extract, the rhetoric used to promote and uphold the virtues of a cosmopolitan inner-city life is sabotaged by a language that in many respects capitulates to the ideals of suburban living, and evokes the health and retreat ethos of suburbia. “Lounging” over lattes and “retreating to a residential mecca”[i] allude to precisely the type of suburban living the brochure purports to eschew. Privacy, relaxation, and health is a discourse and, more importantly, a way of living that is in many ways anathema to life in the city. It is a dream-wish that those features most valued about suburban life, can and should somehow be transplanted to the city. In its promotion of urban amenity, the brochure draws upon a somewhat bourgeois collection of cultural amenities and activities such as a (presumably traditional) arts and theatre culture, “lively dining,” and “chic” shops. The appeal to “discerning baby boomers and generation X’ers” has more than a whiff of status and class, an appeal that disavows the contemporary city’s attention to diversity and inclusivity, and frequently the source of promotion of many international cities. In contrast to the suburban sub-text of exclusivity and seclusion in the Petrie Point Apartment’s brochure, is a promotion of Sydney’s inner-city Newtown as a tourist site and spectacle, which makes an appeal to suburban antipathy clear from the outset. The brochure, distributed by NSW Tourism (2000) displays a strong emphasis on Newtown’s cultural and ethnic diversity, and the various forms of cultural consumption on offer. The inner-city suburb’s appeal is based on its re-framing as a site of tourist consumption of diversity and difference in which diversity is central to its performance as a tourist site. It relies on the distinction between “ordinary” suburbs and “cosmopolitan” places:Some cities are cursed with suburbs, but Sydney’s blessed with Newtown — a cosmopolitan neighbourhood of more than 600 stores, 70 restaurants, 42 cafes, theatres, pubs, and entertainment venues, all trading in two streets whose origins lie in the nineteenth century … Newtown is the Catwalk for those with more style than money … a parade where Yves St Laurent meets Saint Vincent de Paul, where Milano meets post-punk bohemia, where Max Mara meets Doc Marten, a stage where a petticoat is more likely to be your grandma’s than a Colette Dinnigan designer original (From Sydney Marketing brochure)Its opening oppositional gambit—“some cities are cursed with suburbs”—conveniently elides the fact that like all Australian cities, Sydney is largely suburban and many of Sydney’s suburbs are more ethnically diverse than its inner-city areas. Cabramatta, Fairfield, and most other suburbs have characteristically high numbers of ethnic groups such as Vietnamese, Korean, Lebanese, and so forth. Recent events, however, have helped to reframe these places as problem areas, rather than epicentres of diversity.The mingling of social groups invites the tourist-flâneur to a performance of difference, “a parade where Yves St Laurent meets Saint Vincent de Paul (my italics), where Milano meets post-punk bohemia,” and where “the upwardly mobile and down at heel” appear in what is presented as something of a theatrical extravaganza. Newtown is a product, its diversity a commodity. Consumed visually and corporeally via its divergent sights, sounds, smells and tastes (the brochure goes on to state that 70 restaurants offer cuisine from all over the globe), Newtown is a “successful neighbourhood experiment in the new globalism.” The area’s social inequities—which are implicit in the text, referred to as the “down at heel”—are vanquished and celebrated, incorporated into the rhetoric of difference.Brisbane’s lack of urban tradition and culture, as well as its lack of diversity in comparison to Sydney, reveals itself in the first brochure while the Newtown brochure appeals to the idea of a consumer-based cosmopolitanism. As a sociological concept, cosmopolitanism refers to a set of "subjective attitudes, outlooks and practices" broadly characterized as “disposition of openness towards others, people, things and experiences whose origin is non local” (Skrbis and Woodward 1). Clearly cosmopolitan attitudes do not have to be geographically located, but frequently the city is promoted as the site of these values, with the suburbs, apparently, forever looking inward.In the realm of marketing, appeals to the imagination are ubiquitous, but discursive practices can become embedded in everyday life. Despite the growth of urbanism, the increasing take up of metropolitan life and the enduring disdain among some for the suburbs, the hard-held suburban values of peace and privacy have pragmatic implications for the ways in which those values are embedded in people’s expectations of life in the inner city.The exponential growth in apartment living in Brisbane offers different ways of living to the suburban house. For a sub-tropical city where "life on the verandah" is a significant feature of the Queenslander house with its front and exterior verandahs, in the suburbs, a reasonable degree of privacy is assured. Much of Brisbane’s vernacular and contemporary housing is sensitive to this indoor-outdoor style of living, a distinct feature and appeal of everyday life in many suburbs. When "life on the verandah" is adapted to inner-city apartment buildings, expectations that indoor-outdoor living can be maintained in the same way can be problematic. In the inner city, life on the verandah may challenge expectations about privacy, noise and visual elements. While the Brisbane City Plan 2000 attempts to deal with privacy issues by mandating privacy screenings on verandahs, and the side screening of windows to prevent overlooking neighbours, there is ample evidence that attitudinal change is difficult. The exchange of a suburban lifestyle for an urban one, with the exposure to urbanity’s complexity, potential chaos and noise, can be confronting. In the Urban Renewal area and entertainment precinct of Fortitude Valley, during the late 1990s, several newly arrived residents mounted a vigorous campaign to the Brisbane City Council (BCC) and State government to have noise levels reduced from local nightclubs and bars. Fortitude Valley—the Valley, as it is known locally—had long been Brisbane’s main area for nightclubs, bars and brothels. A small precinct bounded by two major one-way roads, it was the locus of the infamous ABC 4 Corners “Moonlight State” report, which exposed the lines of corruption between politicians, police, and the judiciary of the former Bjelke-Petersen government (1974–1987) and who met in the Valley’s bars and brothels. The Valley was notorious for Brisbanites as the only place in a provincial, suburban town that resembled the seedy side of life associated with big cities. The BCC’s Urban Renewal Task Force and associated developers initially had a tough task convincing people that the area had been transformed. But as more amenity was established, and old buildings were converted to warehouse-style living in the pattern of gentrification the world over, people started moving in to the area from the suburbs and interstate (Felton). One of the resident campaigners against noise had purchased an apartment in the Sun Building, a former newspaper house and in which one of the apartment walls directly abutted the adjoining and popular nightclub, The Press Club. The Valley’s location as a music venue was supported by the BCC, who initially responded to residents’ noise complaints with its “loud and proud” campaign (Valley Metro). The focus of the campaign was to alert people moving into the newly converted apartments in the Valley to the existing use of the neighbourhood by musicians and music clubs. In another iteration of this campaign, the BCC worked with owners of music venues to ensure the area remains a viable music precinct while implementing restrictions on noise levels. Residents who objected to nightclub noise clearly failed to consider the impact of moving into an area that was already well known, even a decade ago, as the city’s premier precinct for music and entertainment venues. Since that time, the Valley has become Australia’s only regulated and promoted music precinct.The shift from suburban to urban living requires people to live in very different ways. Thrust into close proximity with strangers amongst a diverse population, residents can be confronted with a myriad of sensory inputs—to a cacophony of noise, sights, smells (Allon and Anderson). Expectations of order, retreat, and privacy inevitably come into conflict with urbanism’s inherent messiness. The contested nature of urban space is expressed in neighbour disputes, complaints about noise and visual amenity, and sometimes in eruptions of street violence. There is no shortage of examples in the Brisbane’s Urban Renewal areas such as Fortitude Valley, where acts of homophobia, racism, and other less destructive conflicts continue to be a frequent occurrence. While the refashioned discursive Brisbane is re-presented as cool, cultured, and creative, the tensions of urbanism and tests to civility remain in a process of constant negotiation. This is the way the city’s past disrupts and resists its cool new surface.[i] The use of the word mecca in the brochure occurred prior to 11 September 2001.ReferencesAllon, Fiona, and Kay Anderson. "Sentient Sydney." In Passionate City: An International Symposium. Melbourne: RMIT, School of Media Communication, 2004. 89–97.Australian Bureau of Statistics (ABS). Regional Population Growth, Australia, 1996-2006.Birmingham, John. "The Lost City of Vegas: David Malouf’s Old Brisbane." Hot Iron Corrugated Sky. Ed. R. Sheahan-Bright and S. Glover. St Lucia: U of Queensland P, 2002. xx–xx.Davison, Graeme. "The Past and Future of the Australian Suburb." Suburban Dreaming: An Interdisciplinary Approach to Australian Cities. Ed. L. Johnson. Geelong: Deakin University Press, 1994. xx–xx.Dear, Michael. The Postmodern Urban Condition. Oxford: Blackwell, 2000.Evans, Graeme. “Hard-Branding the Cultural City—From Prado to Prada.” International Journal of Urban and Regional Research 27.2 (2003): 417–40.Evans, Raymond, and Carole Ferrier, eds. Radical Brisbane. Melbourne: The Vulgar Press, 2004.Felton, Emma, Christy Collis, and Phil Graham. “Making Connections: Creative Industries Networks in Outer Urban Locations.” Australian Geographer 14.1 (Mar. 2010): 57–70.Felton, Emma. Emerging Urbanism: A Social and Cultural Study of Urban Change in Brisbane. PhD thesis. Brisbane: Griffith University, 2007.Glover, Stuart, and Stuart Cunningham. "The New Brisbane." Artlink 23.2 (2003): 16–23. Harvey, David. The Condition of Postmodernity: An Enquiry into the Origins of Cultural Change. Cambridge, MA: Blackwell, 1990. Horne, Donald. The Lucky Country: Australia in the Sixties. Ringwood: Penguin, 1964.Lefebvre, Henri. The Production of Space. Oxford: Basil Blackwell, 1991.Malouf, David. Johnno. St Lucia: University of Queensland Press, 1975. ---. 12 Edmondstone Street. London: Penguin, 1986.NSW Tourism. Sydney City 2000. Sydney, 2000.Salt, Bernard. Cinderella City: A Vision of Brisbane’s Rise to Prominence. Sydney: Austcorp, 2005.Skrbis, Zlatko, and Ian Woodward. “The Ambivalence of Ordinary Cosmopolitanism: Investigating the Limits of Cosmopolitanism Openness.” Sociological Review (2007): 1-14.Valley Metro. 1 May 2011 < http://www.valleymetro.com.au/the_valley.aspx >.Whitlock, Gillian. “Queensland: The State of the Art on the 'Last Frontier.’" Westerly 29.2 (1984): 85–90.Zukin, Sharon. The Culture of Cities. Cambridge, MA: Basil Blackwell, 1995.

Consumer or home use (previously ‘amateur’) moving image formats are distinguished from professional (still known as ‘professional’) ones by relative affordability, ubiquity and simplicity of use. Since Pathé Frères released its Pathé Baby camera, projector and 9.5mm film gauge in 1922, a distinct line of viewing and making equipment has been successfully marketed at nonprofessional use, especially in the home. ‘Amateur film’ is a simple term for a complex, variegated and longstanding set of activities. Conceptually it is bounded only by the negative definition of nonprofessional (usually intended as sub-professional), and the positive definition of being for the love of the activity and motivated by personal passion alone. This defines a field broad enough that two major historians of US amateur film, Patricia R. Zimmermann and Alan D. Kattelle, write about different subjects. Zimmermann focuses chiefly on domestic use and ‘how-to’ literature, while Kattelle unearths the collective practices and institutional structure of the Amateur Ciné Clubs and the Amateur Ciné League (Zimmerman, Reel Families, Professional; Kattelle, Home Movies, Amateur Ciné). Marion Norris Gleason, a test subject in Eastman Kodak’s development of 16mm and advocate of amateur film, defined it as having three parts, the home movie, “the photoplay produced by organised groups”, and the experimental film (Swanson 132). This view was current at least until the 1960s, when domestic documentation, Amateur Ciné clubs and experimental filmmakers shared the same film gauges and space in the same amateur film magazines, but paths have diverged somewhat since then. Domestic documentation remains committed to the moving image technology du jour, the Amateur Ciné movement is much reduced, and experimental film has developed a separate identity, its own institutional structure, and won some legitimacy in the art world. The trajectory of Super 8, a late-coming gauge to amateur film, has been defined precisely by this disintegration. Obsolescence was manufactured far more slowly during the long reign of amateur film gauges, allowing 9.5mm (1922-66), 16mm (1923-), 8mm (1932-), and Super 8 (1965-) to engage in protracted format wars significantly longer than the life spans of their analogue and digital video successors. The range of options available to nonprofessional makers – the quality but relative expense of 16mm, the near 16mm frame size of 9.5mm, the superior stability of 8mm compared to 9.5mm and Super 8, the size of Super 8’s picture relative to 8mm’s – are not surprising in the context of general competition for a diverse popular market on the usual basis of price, quality, and novelty. However, since analogue video’s ascent the amateur film gauges have all comprehensibly lost the battle for the home use market. This was by far the largest section of amateur film and the manufacturers’ overt target segment, so the amateur film gauges’ contemporary survival and significance is as something else. Though all the gauges from 8mm to 16mm remain available today to the curious and enthusiastic, Super 8’s afterlife is distinguished by the peculiar combination of having been a tremendously popular substandard to the substandard (ie, to 16mm, the standardised film gauge directly below 35mm in both price and quality), and now being prized for its technological excellence. When the large scale consumption that had supported Super 8’s manufacture dropped away, it revealed the set of much smaller, apparently non-transferable uses that would determine whether and as what Super 8 survived. Consequently, though Super 8 has been superseded many times over as a home movie format, it is not obsolete today as an art medium, a professional format used in the commercial industry, or as an alternative to digital video and 16mm for low budget independent production. In other words, everything it was never intended to be. I lately witnessed an occasion of the kind of high-fetishism for film-versus-video and analogue-versus-digital that the experimental moving image world is justifiably famed for. Discussion around the screening of Peter Tscherkassky’s films at the Xperimenta ‘09 festival raised the specifics and availability of the technology he relies on, both because of the peculiarity of his production method – found-footage collaging onto black and white 35mm stock via handheld light pen – and the issue of projection. Has digital technology supplied an alternative workflow? Would 35mm stock to work on (and prints to pillage) continue to be available? Is the availability of 35mm projectors in major venues holding up? Although this insider view of 35mm’s waning market share was more a performance of technological cultural politics than an analysis of it, it raised a series of issues central to any such analysis. Each film format is a gestalt item, consisting of four parts (that an individual might own): film stock, camera, projector and editor. Along with the availability of processing services, these items comprise a gauge’s viability (not withstanding the existence of camera-less and unedited workflows, and numerous folk developing methods). All these are needed to conjure the geist of the machine at full strength. More importantly, the discussion highlights what happens when such a technology collides with idiosyncratic and unintended use, which happens only because it is manufactured on a much wider scale than eccentric use alone can support. Although nostalgia often plays a role in the advocacy of obsolete technology, its role here should be carefully qualified and not overstated. If it plays a role in the three main economies that support contemporary Super 8, it need not be the same role. Further, even though it is now chiefly the same specialist shops and technicians that supply and service 9.5mm, 8mm, Super 8, and 16mm, they are not sold on the same scale nor to the same purpose. There has been no reported Renaissances of 9.5mm or 8mm, though, as long term home movie formats, they must loom large in the memories of many, and their particular look evokes pastness as surely as any two-colour process. There are some specifics to the trajectory of Super 8 as a non-amateur format that cannot simply be subsumed to general nostalgia or dead technology fetishism. Super 8 as an Art Medium Super 8 has a longer history as an art medium than as a pro-tool or low budget substandard. One key aspect in the invention and supply of amateur film was that it not be an adequate substitute for the professional technology used to populate the media sphere proper. Thus the price of access to motion picture making through amateur gauges has been a marginalisation of the outcome for format reasons alone (Zimmermann, Professional 24; Reekie 110) Eastman Kodak established their 16mm as the acceptable substandard for many non-theatrical uses of film in the 1920s, Pathé’s earlier 28mm having already had some success in this area (Mebold and Tepperman 137, 148-9). But 16mm was still relatively expensive for the home market, and when Kiyooka Eiichi filmed his drive across the US in 1927, his 16mm camera alone cost more than his car (Ruoff 240, 243). Against this, 9.5mm, 8mm and eventually Super 8 were the increasingly affordable substandards to the substandard, marginalised twice over in the commercial world, but far more popular in the consumer market. The 1960s underground film, and the modern artists’ film that was partly recuperated from it, was overwhelmingly based on 16mm, as the collections of its chief distributors, the New York Film-Makers’ Co-op, Canyon Cinema and the Lux clearly show. In the context of experimental film’s longstanding commitment to 16mm, an artist filmmaker’s choice to work with Super 8 had important resonances. Experimental work on 8mm and Super 8 is not hard to come by, even from the 1960s, but consider the cultural stakes of Jonas Mekas’s description of 8mm films as “beautiful folk art, like song and lyric poetry, that was created by the people” (Mekas 83). The evocation of ‘folk art’ signals a yawning gap between 8mm, whose richness has been produced collectively by a large and anonymous group, and the work produced by individual artists such as those (like Mekas himself) who founded the New American Cinema Group. The resonance for artists of the 1960s and 1970s who worked with 8mm and Super 8 was from their status as the premier vulgar film gauge, compounding-through-repetition their choice to work with film at all. By the time Super 8 was declared ‘dead’ in 1980, numerous works by canonical artists had been made in the format (Stan Brakhage, Derek Jarman, Carolee Schneemann, Anthony McCall), and various practices had evolved around the specific possibilities of this emulsion and that camera. The camcorder not only displaced Super 8 as the simplest to use, most ubiquitous and cheapest moving image format, at the same time it changed the hierarchy of moving image formats because Super 8 was now incontestably better than something. Further, beyond the ubiquity, simplicity and size, camcorder video and Super 8 film had little in common. Camcorder replay took advantage of the ubiquity of television, but to this day video projection remains a relatively expensive business and for some time after 1980 the projectors were rare and of undistinguished quality. Until the more recent emergence of large format television (also relatively expensive), projection was necessary to screen to anything beyond very small audience. So, considering the gestalt aspect of these technologies and their functions, camcorders could replace Super 8 only for the capture of home movies and small-scale domestic replay. Super 8 maintained its position as the cheapest way into filmmaking for at least 20 years after its ‘death’, but lost its position as the premier ‘folk’ moving image format. It remained a key format for experimental film through the 1990s, but with constant competition from evolving analogue and digital video, and improved and more affordable video projection, its market share diminished. Kodak has continued to assert the viability of its film stocks and gauges, but across 2005-06 it deleted its Kodachrome Super 8, 16mm and slide range (Kodak, Kodachrome). This became a newsworthy Super 8 story (see Morgan; NYT; Hodgkinson; Radio 4) because Super 8 was the first deletion announced, this was very close to 8 May 2005, which was Global Super 8 Day, Kodachrome 40 (K40) was Super 8’s most famous and still used stock, and because 2005 was Super 8’s 40th birthday. Kodachome was then the most long-lived colour process still available, but there were only two labs left in the world which could supply processing- Kodak’s Lausanne Kodachrome lab in Switzerland, using the authentic company method, and Dwayne’s Photo in the US, using a tolerable but substandard process (Hodgkinson). Kodak launched a replacement stock simultaneously, and indeed the variety of Super 8 stocks is increasing year to year, partly because of new Kodak releases and partly because other companies split Kodak’s 16mm and 35mm stock for use as Super 8 (Allen; Muldowney; Pro8mm; Dager). Nonetheless, the cancelling of K40 convulsed the artists’ film community, and a spirited defence of its unique and excellent properties was lead by artist and activist Pip Chodorov. Chodorov met with a Kodak executive at the Cannes Film Festival, appealed to the French Government and started an online petition. His campaign circular read: EXPLAIN THE ADVANTAGES OF K40We have to show why we care specifically about Kodachrome and why Ektachrome is not a replacement. Kodachrome […] whose fine grain and warm colors […] are often used as a benchmark of quality for other stocks. The unique qualities of the Kodachrome image should be pointed out, and especially the differences between Kodachrome and Ektachrome […]. What great films were shot in Kodachrome, and why? […] What are the advantages to the K-14 process and the Lausanne laboratory? Is K40 a more stable stock, is it more preservable, do the colors fade resistant? Point out differences in the sensitometry curves, the grain structure... There was a rash of protest screenings, including a special all-day programme at Le Festival des Cinemas Différents de Paris, about which Raphaël Bassan wrote This initiative was justified, Kodak having announced in 2005 that it was going to stop the manufacturing of the ultra-sensitive film Kodachrome 40, which allowed such recognized artists as Gérard Courant, Joseph Morder, Stéphane Marti and a whole new generation of filmmakers to express themselves through this supple and inexpensive format with such a particular texture. (Bassan) The distance Super 8 has travelled culturally since analogue video can be seen in the distance between these statements of excellence and the attributes of Super 8 and 8mm that appealed to earlier artists: The great thing about Super 8 is that you can switch is onto automatic and get beyond all those technicalities” (Jarman)An 8mm camera is the ballpoint of the visual world. Soon […] people will use camera-pens as casually as they jot memos today […] and the narrow gauge can make finished works of art. (Durgnat 30) Far from the traits that defined it as an amateur gauge, Super 8 is now lionised in terms more resembling a chemistry historian’s eulogy to the pigments used in Dark Ages illuminated manuscripts. From bic to laspis lazuli. Indie and Pro Super 8 Historian of the US amateur film Patricia R. Zimmermann has charted the long collision between small gauge film, domesticity and the various ‘how-to’ publications designed to bridge the gap. In this she pays particular attention to the ‘how-to’ publications’ drive to assert the commercial feature film as the only model worthy of emulation (Professional 267; Reel xii). This drive continues today in numerous magazines and books addressing the consumer and pro-sumer levels. Alan D. Kattelle has charted a different history of the US amateur film, concentrating on the cine clubs and their national organisation, the Amateur Cine League (ACL), competitive events and distribution, a somewhat less domestic part of the movement which aimed less at family documentation more toward ‘photo-plays’, travelogues and instructionals. Just as interested in achieving professional results with amateur means, the ACL encouraged excellence and some of their filmmakers received commissions to make more widely seen films (Kattelle, Amateur 242). The ACL’s Ten Best competition still exists as The American International Film and Video Festival (Kattelle, Amateur 242), but its remit has changed from being “a showcase for amateur films” to being open “to all non-commercial films regardless of the status of the film makers” (AMPS). This points to both the relative marginalisation of the mid-century notion of the amateur, and that successful professionals and others working in the penumbra of independent production surrounding the industry proper are now important contributors to the festival. Both these groups are the economically important contemporary users of Super 8, but they use it in different ways. Low budget productions use it as cheap alternative to larger gauges or HD digital video and a better capture format than dv, while professional productions use it as a lo-fi format precisely for its degradation and archaic home movie look (Allen; Polisin). Pro8mm is a key innovator, service provider and advocate of Super 8 as an industry standard tool, and is an important and long serving agent in what should be seen as the normalisation of Super 8 – a process of redressing its pariah status as a cheap substandard to the substandard, while progressively erasing the special qualities of Super 8 that underlay this. The company started as Super8 Sound, innovating a sync-sound system in 1971, prior to the release of Kodak’s magnetic stripe sound Super 8 in 1973. Kodak’s Super 8 sound film was discontinued in 1997, and in 2005 Pro8mm produced the Max8 format by altering camera front ends to shoot onto the unused stripe space, producing a better quality image for widescreen. In between they started cutting professional 35mm stocks for Super 8 cameras and are currently investing in ever more high-quality HD film scanners (Allen; Pro8mm). Simultaneous to this, Kodak has brought out a series of stocks for Super 8, and more have been cut down for Super 8 by third parties, that offer a wider range of light responses or ever finer grain structure, thus progressively removing the limitations and visible artefacts associated with the format (Allen; Muldowney; Perkins; Kodak, Motion). These films stocks are designed to be captured to digital video as a normal part of their processing, and then entered into the contemporary digital work flow, leaving little or no indication of the their origins on a format designed to be the 1960s equivalent of the Box Brownie. However, while Super 8 has been used by financially robust companies to produce full-length programmes, its role at the top end of production is more usually as home movie footage and/or to evoke pastness. When service provider and advocate OnSuper8 interviewed professional cinematographer James Chressanthis, he asserted that “if there is a problem with Super 8 it is that it can look too good!” and spent much of the interview explaining how a particular combination of stocks, low shutter speeds and digital conversion could reproduce the traditional degraded look and avoid “looking like a completely transparent professional medium” (Perkins). In his history of the British amateur movement, Duncan Reekie deals with this distinction between the professional and amateur moving image, defining the professional as having a drive towards clarity [that] eventually produced [what] we could term ‘hyper-lucidity’, a form of cinematography which idealises the perception of the human eye: deep focus, increased colour saturation, digital effects and so on. (108) Against this the amateur as distinguished by a visible cinematic surface, where the screen image does not seem natural or fluent but is composed of photographic grain which in 8mm appears to vibrate and weave. Since the amateur often worked with only one reversal print the final film would also often become scratched and dirty. (108-9) As Super 8’s function has moved away from the home movie, so its look has adjusted to the new role. Kodak’s replacement for K40 was finer grained (Kodak, Kodak), designed for a life as good to high quality digital video rather than a film strip, and so for video replay rather than a small gauge projector. In the economy that supports Super 8’s survival, its cameras and film stock have become part of a different gestalt. Continued use is still justified by appeals to geist, but the geist of film in a general and abstract way, not specific to Super 8 and more closely resembling the industry-centric view of film propounded by decades of ‘how-to’ guides. Activity that originally supported Super 8 continues, and currently has embraced the ubiquitous and extremely substandard cameras embedded in mobile phones and still cameras for home movies and social documentation. As Super 8 has moved to a new cultural position it has shed its most recognisable trait, the visible surface of grain and scratches, and it is that which has become obsolete, discontinued and the focus of nostalgia, along with the sound of a film projector (which you can get to go with films transferred to dvd). So it will be left to artist filmmaker Peter Tscherkassky, talking in 1995 about what Super 8 was to him in the 1980s, to evoke what there is to miss about Super 8 today. Unlike any other format, Super-8 was a microscope, making visible the inner life of images by entering beneath the skin of reality. […] Most remarkable of all was the grain. While 'resolution' is the technical term for the sharpness of a film image, Super-8 was really never too concerned with this. Here, quite a different kind of resolution could be witnessed: the crystal-clear and bright light of a Xenon-projection gave us shapes dissolving into the grain; amorphous bodies and forms surreptitiously transformed into new shapes and disappeared again into a sea of colour. Super-8 was the pointillism, impressionism and the abstract expressionism of cinematography. (Howath) Bibliography Allen, Tom. “‘Making It’ in Super 8.” MovieMaker Magazine 8 Feb. 1994. 1 May 2009 ‹http://www.moviemaker.com/directing/article/making_it_in_super_8_3044/›. AMPS. “About the American Motion Picture Society.” American Motion Picture Society site. 2009. 25 Apr. 2009 ‹http://www.ampsvideo.com›. Bassan, Raphaël. “Identity of Cinema: Experimental and Different (review of Festival des Cinémas Différents de Paris, 2005).” Senses of Cinema 44 (July-Sep. 2007). 25 Apr. 2009 ‹http://archive.sensesofcinema.com/contents/07/44/experimental-cinema-bassan.html›. Chodorov, Pip. “To Save Kodochrome.” Frameworks list, 14 May 2005. 28 Apr. 2009 ‹http://www.hi-beam.net/fw/fw29/0216.html›. Dager, Nick. “Kodak Unveils Latest Film Stock in Vision3 Family.” Digital Cinema Report 5 Jan. 2009. 27 Apr. 2009 ‹http://www.digitalcinemareport.com/Kodak-Vision3-film›. Durgnat, Raymond. “Flyweight Flicks.” GAZWRX: The Films of Jeff Keen booklet. Originally published in Films and Filming (Feb. 1965). London: BFI, 2009. 30-31. Frye, Brian L. “‘Me, I Just Film My Life’: An Interview with Jonas Mekas.” Senses of Cinema 44 (July-Sep. 2007). 15 Apr. 2009 ‹http://archive.sensesofcinema.com/contents/07/44/jonas-mekas-interview.html›. Hodgkinson, Will. “End of the Reel for Super 8.” Guardian 28 Sep. 2006. 20 Mar. 2009 ‹http://www.guardian.co.uk/film/2006/sep/28/1›. Horwath, Alexander. “Singing in the Rain - Supercinematography by Peter Tscherkassky.” Senses of Cinema 28 (Sep.-Oct. 2003). 5 May 2009 ‹http://archive.sensesofcinema.com/contents/03/28/tscherkassky.html›. Jarman, Derek. In Institute of Contemporary Arts Video Library Guide. London: ICA, 1987. Kattelle, Alan D. Home Movies: A History of the American Industry, 1897-1979. Hudson, Mass.: self-published, 2000. ———. “The Amateur Cinema League and its films.” Film History 15.2 (2003): 238-51. Kodak. “Kodak Celebrates 40th Anniversary of Super 8 Film Announces New Color Reversal Product to Portfolio.“ Frameworks list, 9 May 2005. 23 Mar. 2009 ‹http://www.hi-beam.net/fw/fw29/0150.html›. ———. “Kodachrome Update.” 30 Jun. 2006. 24 Mar. 2009 ‹http://www.hi-beam.net/fw/fw32/0756.html›. ———. “Motion Picture Film, Digital Cinema, Digital Intermediate.” 2009. 2 Apr. 2009 ‹http://motion.kodak.com/US/en/motion/index.htm?CID=go&idhbx=motion›. Mekas, Jonas. “8mm as Folk Art.” Movie Journal: The Rise of the New American Cinema, 1959-1971. Ed. Jonas Mekas. Originally Published in Village Voice 1963. New York: Macmillan, 1972. Morgan, Spencer. “Kodak, Don't Take My Kodachrome.” New York Times 31 May 2005. 4 Apr. 2009 ‹http://query.nytimes.com/gst/fullpage.html?res=9F05E1DF1F39F932A05756C0A9639C8B63&sec=&spon=&pagewanted=2›. ———. “Fans Beg: Don't Take Kodachrome Away.” New York Times 1 Jun. 2005. 4 Apr. 2009 ‹http://www.nytimes.com/2005/05/31/technology/31iht-kodak.html›. Muldowney, Lisa. “Kodak Ups the Ante with New Motion Picture Film.” MovieMaker Magazine 30 Nov. 2007. 6 Apr. 2009 ‹http://www.moviemaker.com/cinematography/article/kodak_ups_the_ante_with_new_motion_picture_film/›. New York Times. “Super 8 Blues.” 31 May 2005: E1. Perkins, Giles. “A Pro's Approach to Super 8.” OnSuper8 Blogspot 16 July 2007. 13 Apr. 2009 ‹http://onsuper8.blogspot.com/2007/07/pros-approach-to-super-8.html›. Polisin, Douglas. “Pro8mm Asks You to Think Big, Shoot Small.” MovieMaker Magazine 4 Feb. 2009. 1 May 2009 ‹http://www.moviemaker.com/cinematography/article/think_big_shoot_small_rhonda_vigeant_pro8mm_20090127/›. Pro8mm. “Pro8mm Company History.” Super 8 /16mm Cameras, Film, Processing & Scanning (Pro8mm blog) 12 Mar. 2008. 3 May 2009 ‹http://pro8mm-burbank.blogspot.com/2008/03/pro8mm-company-history.html›. Radio 4. No More Yellow Envelopes 24 Dec. 2006. 4 May 2009 ‹http://www.bbc.co.uk/radio4/factual/pip/m6yx0/›. Reekie, Duncan. Subversion: The Definitive History of the Underground Cinema. London: Wallflower Press, 2007. Sneakernet, Christopher Hutsul. “Kodachrome: Not Digital, But Still Delightful.” Toronto Star 26 Sep. 2005. Swanson, Dwight. “Inventing Amateur Film: Marion Norris Gleason, Eastman Kodak and the Rochester Scene, 1921-1932.” Film History 15.2 (2003): 126-36 Zimmermann, Patricia R. “Professional Results with Amateur Ease: The Formation of Amateur Filmmaking Aesthetics 1923-1940.” Film History 2.3 (1988): 267-81. ———. Reel Families: A Social History of Amateur Film. Bloomington: Indiana UP, 1995.

We need a clear, unified, and consistent voice to effect the complete dismantling, the abolition, of the mechanisms of animal exploitation.And that will only come from what we say and do, no matter who we are.— Gary L. Francione, animal rights theoristThe history of hashtags is relatively short but littered with the remnants of corporate hashtags which may have seemed a good idea at the time within the confines of the boardroom. It is difficult to understand the rationale behind the use of hashtags as an effective communications tactic in 2019 by corporations when a quick stroll through their recent past leaves behind the much-derided #qantasluxury (Glance), #McDstories (Hill), and #myNYPD (Tran).While hashtags have an obvious purpose in bringing together like-minded publics and facilitating conversation (Kwye et al. 1), they have also regularly been the subject of “hashtag takeovers” by activists and other interested parties, and even by trolls, as the Ecological Society of Australia found in 2015 when their seemingly innocuous #ESA15 hashtag was taken over with pornographic images (news.com.au). Hashtag takeovers have also been used as a dubious marketing tactic, where smaller and less well-known brands tag their products with trending hashtags such as #iphone in order to boost their audience (Social Garden). Hashtags are increasingly used as a way for activists or other interested parties to disrupt a message. It is, I argue, predictable that any hashtag related to an even slightly controversial topic will be subject to some form of activist hashtag takeover, with varying degrees of success.That veganism and the dairy industry should attract such conflict is unsurprising given that the two are natural enemies, with vegans in particular seeming to anticipate and actively engage in the battle for the opposing hashtag.Using a comparative analysis of the #Veganuary and #Februdairy hashtags and how they have been used by both pro-vegan and pro-dairy social media users, this article illustrates that the enthusiastic and well-meaning social media efforts of farmers and dairy supporters have so far been unable to counteract those of well-organised and equally passionate vegan activists. This analysis compares tweets in the first week of the respective campaigns, concluding that organisations, industries and their representatives should be extremely wary of engaging said activists who are not only highly-skilled but are also highly-motivated. Grassroots, ideology-driven activism is a formidable opponent in any public space, let alone when it takes place on the outspoken and unstructured landscape of social media which is sometimes described as the “wild West” (Fitch 5) where anything goes and authenticity and plain-speaking is key (Macnamara 12).I Say Hashtag, You Say Bashtag#Februdairy was launched in 2018 to promote the benefits of dairy. The idea was first mooted on Twitter in 2018 by academic Dr Jude Capper, a livestock sustainability consultant, who called for “28 days, 28 positive dairy posts” (@Bovidiva; Howell). It was a response to the popular Veganuary campaign which aimed to “inspire people to try vegan for January and throughout the rest of the year”, a campaign which had gained significant traction both online and in the traditional media since its inception in 2014 (Veganuary). Hopes were high: “#Februdairy will be one month of dairy people posting, liking and retweeting examples of what we do and why we do it” (Yates). However, the #Februdairy hashtag has been effectively disrupted and has now entered the realm of a bashtag, a hashtag appropriated by activists for their own purpose (Austin and Jin 341).The Dairy Industry (Look Out the Vegans Are Coming)It would appear that the dairy industry is experiencing difficulties in public perception. While milk consumption is declining, sales of plant-based milks are increasing (Kaiserman) and a growing body of health research has questioned whether dairy products and milk in particular do in fact “do a body good” (Saccaro; Harvard Milk Study). In the 2019 review of Canada’s food guide, its first revision since 2007, for instance, the focus is now on eating plant-based foods with dairy’s former place significantly downgraded. Dairy products no longer have their own distinct section and are instead placed alongside other proteins including lentils (Pippus).Nevertheless, the industry has persevered with its traditional marketing and public relations activities, choosing to largely avoid addressing animal welfare concerns brought to light by activists. They have instead focused their message towards countering concerns about the health benefits of milk. In the US, the Milk Processing Education Program’s long-running celebrity-driven Got Milk campaign has been updated with Milk Life, a health focused campaign, featuring images of children and young people living an active lifestyle and taking part in activities such as skateboarding, running, and playing basketball (Milk Life). Interestingly, and somewhat inexplicably, Milk Life’s home page features the prominent headline, “How Milk Can Bring You Closer to Your Loved Ones”.It is somewhat reflective of the current trend towards veganism that tennis aces Serena and Venus Williams, both former Got Milk ambassadors, are now proponents for the plant-based lifestyle, with Venus crediting her newly-adopted vegan diet as instrumental in her recovery from an auto-immune disease (Mango).The dairy industry’s health focus continues in Australia, as well as the use of the word love, with former AFL footballer Shane Crawford—the face of the 2017 campaign Milk Loves You Back, from Lion Dairy and Drinks—focusing on reminding Australians of the reputed nutritional benefits of milk (Dawson).Dairy Australia meanwhile launched their Legendairy campaign with a somewhat different focus, promoting and lauding Australia’s dairy families, and with a message that stated, in a nod to the current issues, that “Australia’s dairy farmers and farming communities are proud, resilient and innovative” (Dairy Australia). This campaign could be perceived as a morale-boosting exercise, featuring a nation-wide search to find Australia’s most legendairy farming community (Dairy Australia). That this was also an attempt to humanise the industry seems obvious, drawing on established goodwill felt towards farmers (University of Cambridge). Again, however, this strategy did not address activists’ messages of suffering animals, factory farms, and newborn calves being isolated from their grieving mothers, and it can be argued that consumers are being forced to make the choice between who (or what) they care about more: animals or the people making their livelihoods from them.Large-scale campaigns like Legendairy which use traditional channels are of course still vitally important in shaping public opinion, with statistics from 2016 showing 85.1% of Australians continue to watch free-to-air television (Roy Morgan, “1 in 7”). However, a focus and, arguably, an over-reliance on traditional platforms means vegans and animal activists are often unchallenged when spreading their message via social media. Indeed, when we consider the breakdown in age groups inherent in these statistics, with 18.8% of 14-24 year-olds not watching any commercial television at all, an increase from 7% in 2008 (Roy Morgan, “1 in 7”), it is a brave and arguably short-sighted organisation or industry that relies primarily on traditional channels to spread their message in 2019. That these large-scale campaigns do little to address the issues raised by vegans concerning animal welfare leaves these claims largely unanswered and momentum to grow.This growth in momentum is fuelled by activist groups such as the People for the Ethical Treatment of Animals (PETA) who are well-known in this space, with 5,494,545 Facebook followers, 1.06 million Twitter followers, 973,000 Instagram followers, and 453,729 You Tube subscribers (People for the Ethical Treatment of Animals). They are also active on Pinterest, a visual-based platform suited to the kinds of images and memes particularly detrimental to the dairy industry. Although widely derided, PETA’s reach is large. A graphic video posted to Facebook on February 13 2019 and showing a suffering cow, captioned “your cheese is not worth this” was shared 1,244 times, and had 4.6 million views in just over 24 hours (People for the Ethical Treatment of Animals). With 95% of 12-24 year olds in Australia now using social networking sites (Statista), it is little wonder veganism is rapidly growing within this demographic (Bradbury), with The Guardian labelling the rise of veganism unstoppable (Hancox).Activist organisations are joined by prominent and charismatic vegan activists such as James Aspey (182,000 Facebook followers) and Earthling Ed (205,000 Facebook followers) in distributing information and images that are influential and often highly graphic or disturbing. Meanwhile Instagram influencers and You Tube lifestyle vloggers such as Ellen Fisher and FreeLee share information promoting vegan food and the vegan lifestyle (with 650,320 and 785,903 subscribers respectively). YouTube video Dairy Is Scary has over 5 million views (Janus) and What the Health, a follow-up documentary to Cowspiracy: The Sustainability Secret, promoting veganism, is now available on Netflix, which itself has 9.8 million Australian subscribers (Roy Morgan, “Netflix”). BOSH’s plant-based vegan cookbook was the fastest selling cookbook of 2018 (Chiorando).Additionally, the considerable influence of celebrities such as Miley Cyrus, Beyonce, Alicia Silverstone, Zac Efron, and Jessica Chastain, to name just a few, speaking publicly about their vegan lifestyle, encourages veganism to become mainstream and increases its widespread acceptance.However not all the dairy industry’s ills can be blamed on vegans. Rising costs, cheap imports, and other pressures (Lockhart, Donaghy and Gow) have all placed pressure on the industry. Nonetheless, in the battle for hearts and minds on social media, the vegans are leading the way.Qualitative research interviewing new vegans found converting to veganism was relatively easy, yet some respondents reported having to consult multiple resources and required additional support and education on how to be vegan (McDonald 17).Enter VeganuaryUsing a month, week or day to promote an idea or campaign, is a common public relations and marketing strategy, particularly in health communications. Dry July and Ocsober both promote alcohol abstinence, Frocktober raises funds for ovarian cancer, and Movember is an annual campaign raising awareness and funds for men’s health (Parnell). Vegans Matthew Glover and Jane Land were discussing the success of Movember when they raised the idea of creating a vegan version. Their initiative, Veganuary, urging people to try vegan for the month of January, launched in 2014 and since then 500,000 people have taken the Veganuary pledge (Veganuary).The Veganuary website is the largest of its kind on the internet. With vegan recipes, expert advice and information, it provides all the answers to Why go vegan, but it is the support offered to answer How to go vegan that truly sets Veganuary apart. (Veganuary)That Veganuary participants would use social media to discuss and share their experiences was a foregone conclusion. Twitter, Facebook, and Instagram are all utilised by participants, with the official Veganuary pages currently followed/liked by 159,000 Instagram followers, receiving 242,038 Facebook likes, and 45,600 Twitter followers (Veganuary). Both the Twitter and Instagram sites make effective use of hashtags to spread their reach, not only using #Veganuary but also other relevant hashtags such as #TryVegan, #VeganRecipes, and the more common #Vegan, #Farm, and #SaveAnimals.Februdairy Follows Veganuary, But Only on the CalendarCalling on farmers and dairy producers to create counter content and their own hashtag may have seemed like an idea that would achieve an overall positive response.Agricultural news sites and bloggers spread the word and even the BBC reported on the industry’s “fight back” against Veganuary (BBC). However the hashtag was quickly overwhelmed with anti-dairy activists mobilising online. Vegans issued a call to arms across social media. The Vegans in Australia Facebook group featured a number of posts urging its 58,949 members to “thunderclap” the Februdairy hashtag while the Project Calf anti-dairy campaign declared that Februdairy offered an “easy” way to spread their information (Sandhu).Februdairy farmers and dairy supporters were encouraged to tell their stories, sharing positive photographs and videos, and they did. However this content was limited. In this tweet (fig. 1) the issue of a lack of diverse content was succinctly addressed by an anti-Februdairy activist.Fig. 1: Content challenges. (#Februdairy, 2 Feb. 2019)MethodUtilising Twitter’s advanced search capability, I was able to search for #Veganuary tweets from 1 to 7 January 2019 and #Februdairy tweets from 1 to 7 February 2019. I analysed the top tweets provided by Twitter in terms of content, assessed whether the tweet was pro or anti Veganuary and Februdairy, and also categorised its content in terms of subject matter.Tweets were analysed to assess whether they were on message and aligned with the values of their associated hashtag. Veganuary tweets were considered to be on message if they promoted veganism or possessed an anti-dairy, anti-meat, or pro-animal sentiment. Februdairy tweets were assessed as on message if they promoted the consumption of dairy products, expressed sympathy or empathy towards the dairy industry, or possessed an anti-vegan sentiment. Tweets were also evaluated according to their clarity, emotional impact and coherence. The overall effectiveness of the hashtag was then evaluated based on the above criteria as well as whether they had been hijacked.Results and FindingsOverwhelmingly, the 213 #Veganuary tweets were on message. That is they were pro-Veganuary, supportive of veganism, and positive. The topics were varied and included humorous memes, environmental facts, information about the health benefits of veganism, as well as a strong focus on animals. The number of non-graphic tweets (12) concerning animals was double that of tweets featuring graphic or shocking imagery (6). Predominantly the tweets were focused on food and the sharing of recipes, with 44% of all pro #Veganuary tweets featuring recipes or images of food. Interestingly, a number of well-known corporations tweeted to promote their vegan food products, including Tesco, Aldi, Iceland, and M&S. The diversity of veganism is reflected in the tweets. Organisations used the hashtag to promote their products, including beauty and shoe products, social media influencers promoted their vegan podcasts and blogs, and, interestingly, the Ethiopian Embassy of the United Kingdom tweeted their support.There were 23 (11%) anti-Veganuary tweets. Of these, one was from Dr. Jude Capper, the founder of Februdairy. The others expressed support for farming and farmers, and a number were photographs of meat products, including sausages and fry-ups. One Australian journalist tweeted in favour of meat, stating it was yummy murder. These tweets could be described as entertaining and may perhaps serve as a means of preaching to the converted, but their ability to influence and persuade is negligible.Twitter’s search tool provided access to 141 top #Februdairy tweets. Of these 82 (52%) were a hijack of the hashtag and overtly anti-Februdairy. Vegan activists used the #Februdairy hashtag to their advantage with most of their tweets (33%) featuring non-graphic images of animals. They also tweeted about other subject matters, including environmental concerns, vegan food and products, and health issues related to dairy consumption.As noted by the activists (see fig. 1 above), most of the pro-Februdairy tweets were images of milk or dairy products (41%). Images of farms and farmers were the next most used (26%), followed by images of cows (17%) (see fig. 2). Fig. 2: An activist makes their anti-Februdairy point with a clear, engaging image and effective use of hashtags. (#Februdairy, 6 Feb. 2019)The juxtaposition between many of the tweets was also often glaring, with one contrasting message following another (see fig. 3). Fig. 3: An example of contrasting #Februdairy tweets with an image used by the activists to good effect, making their point known. (#Februdairy, 2 Feb. 2019)Storytelling is a powerful tool in public relations and marketing efforts. Yet, to be effective, high-quality content is required. That many of the Februdairy proponents had limited social media training was evident; images were blurred, film quality was poor, or they failed to make their meaning clear (see fig. 4). Fig. 4: A blurred photograph, reflective of some of the low-quality content provided by Februdairy supporters. (#Februdairy, 3 Feb. 2019)This image was tweeted in support of Februdairy. However the image and phrasing could also be used to argue against Februdairy. We can surmise that the tweeter was suggesting the cow was well looked after and seemingly content, but overall the message is as unclear as the image.While some pro-Februdairy supporters recognised the need for relevant hashtags, often their images were of a low-quality and not particularly engaging, a requirement for social media success. This requirement seems to be better understood by anti-Februdairy activists who used high-quality images and memes to create interest and gain the audience’s attention (see figs. 5 and 6). Fig. 5: An uninspiring image used to promote Februdairy. (#Februdairy, 6 Feb. 2019) Fig. 6: Anti-Februdairy activists made good use of memes, recognising the need for diverse content. (#Februdairy, 3 Feb. 2019)DiscussionWhat the #Februdairy case makes clear, then, is that in continuing its focus on traditional media, the dairy industry has left the battle online to largely untrained, non-social media savvy supporters.From a purely public relations perspective, one of the first things we ask our students to do in issues and crisis communication is to assess the risk. “What can hurt your organisation?” we ask. “What potential issues are on the horizon and what can you do to prevent them?” This is PR101 and it is difficult to understand why environmental scanning and resulting action has not been on the radar of the dairy industry long before now. It seems they have not fully anticipated or have significantly underestimated the emerging issue that public perception, animal cruelty, health concerns, and, ultimately, veganism has had on their industry and this is to their detriment. In Australia in 2015–16 the dairy industry was responsible for 8 per cent (A$4.3 billion) of the gross value of agricultural production and 7 per cent (A$3 billion) of agricultural export income (Department of Agriculture and Water Resources). When such large figures are involved and with so much at stake, it is hard to rationalise the decision not to engage in a more proactive online strategy, seeking to engage their publics, including, whether they like it or not, activists.Instead there are current attempts to address these issues with a legislative approach, lobbying for the introduction of ag-gag laws (Potter), and the limitation of terms such as milk and cheese (Worthington). However, these measures are undertaken while there is little attempt to engage with activists or to effectively counter their claims with a widespread authentic public relations campaign, and reflects a failure to understand the nature of the current online environment, momentum, and mood.That is not to say that the dairy industry is not operating in the online environment, but it does not appear to be a priority, and this is reflected in their low engagement and numbers of followers. For instance, Dairy Australia, the industry’s national service body, has a following of only 8,281 on Facebook, 6,981 on Twitter, and, crucially, they are not on Instagram. Their Twitter posts do not include hashtags and unsurprisingly they have little engagement on this platform with most tweets attracting no more than two likes. Surprisingly they have 21,013 subscribers on YouTube which featured professional and well-presented videos. This demonstrates some understanding of the importance of effective storytelling but not, as yet, trans-media storytelling.ConclusionSocial media activism is becoming more important and recognised as a legitimate voice in the public sphere. Many organisations, perhaps in recognition of this as well as a growing focus on responsible corporate behaviour, particularly in the treatment of animals, have adjusted their behaviour. From Unilever abandoning animal testing practices to ensure Dove products are certified cruelty free (Nussbaum), to Domino’s introducing vegan options, companies who are aware of emerging trends and values are changing the way they do business and are reaping the benefits of engaging with, and catering to, vegans. Domino’s sold out of vegan cheese within the first week and vegans were asked to phone ahead to their local store, so great was the demand. 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