Статті в журналах з теми "Super Bock Group"

It has been shown in this paper that deeper economic and political integration of the EU does not have to be a good in itself because the institutions of a super state most often do not function as a welfare state in a single country the set-up of which is aimed at solving the problem of negative externalities on the basis of a unique and coherent fiscal and social policy on a domestic level. The motivation for a research of this type has been initiated by the idea of ?hidden federalism?. This expression is used in Bojan Kovacevic?s book published under the same title with an aim to explain the fundamental problem in functioning of EU institutions which endangers the very existence of this super national political community. By leaving its contents unchecked by the wide European electorate, and by leaving simultaneously the question of ultimate political authority quite unresolved, the ?founding fathers? of the EU let the final political goal of the EU remain under the veil of non-transparent political agreement. Their hope was that the economic integration of the European Community lead by technocrats would amount eventually to its harmonious political integration on liberaldemocratic grounds. This practice has been continued by later political elite of the EU except that non-elective policy-making group were also in charge for creating central European institutions that shaped its political content in a centralistic federal manner. Since these latter institutions and policies remained unchecked by a wider public, the question of the legitimacy of the EU institutions remains constantly unresolved leaving the EU in permanent crisis.

The article is dedicated to the problem of the origin of the Swedes tribe against the background of Indo-European ethnogenesis in comparison with the Rus tribe, which were formed on the basis of territorial and pagan proximity to a relatively single ethnic group and a super-language (koine) on the Don. The study is based on the mythological material of the Ynglinga saga and the Book of Veles, lexicographic, toponymic features of the indicated tribes, in which the roots of the ethnic groups stand out. The latter is confirmed in Finnish names regarding the country of Sweden, which the Finns call Ruotsi, Ruossi, Ruohti, Ruotti, the Votes – Rôtsi, the Estonians – Rôťs, on the other hand, the name of the country Sweden has the ancient forms of Swes, Sues, Swēorice “Kingdom of the Swedes” and modern with the meaning “Sweden”: Icelandic Svíþjóð, Swedish Sverige. The origin of the Slavic and German ethnic groups occurred during the period of cohabitation of these peoples in the Indo-European proto-ethnics on the banks of the Don River, approximately in the second millennium BC. These origins include the origin of Indo-European root of kweruki, which the names of the ethnic groups are evolved from: * kweruχi (palatalization)> rusi> rusy “Rus” and * kwеruki ~ * ruti (substitution)> fin. ruotsi “swedes”. The Indo-European root of *kwa in the meaning of “Universe, God” is the origin of Germanic *sve- / swe-, which gave birth to the names of Suionen (Tacitus), Swēorice “Kingdom of the Swedes” and Swerikl, Swealand, Swithiod, as well as Latin Svedia, Svecia, Sveonia with the meaning “Sweden”. The above is proved by the presence of the common goddess Mother-SVA (Slavs) and Moder Svea (Swedes).

Gustav Albeck 1906 - 1995By William MichelsenWilliam Michelsen writes an obituary of Gustav Albeck, Professor of Nordic Literature. In his commemorative words, William Michelsen quotes at some length from the commemorative speech, made by Bishop Henning Høirup, Doctor of Divinity, on the occasion of Gustav Albeck’s funeral in the Cathedral of Aarhus.In his commemorative speech Bishop Høirup describes Gustav Albeck’s close ties to Aarhus, where his father, Chief Consultant Viggo Albeck, was the prime mover behind the foundation of the University of Aarhus. Thus, Gustav Albeck’s first publication after his university graduation in 1932 was a pamphlet about the history of the establishment of the Jutland university. The paper is evidence of a fundamental feature of Gustav Albeck’s personality: his loyalty to the family, and to the heritage from previous generations. It is emphasized by Henning Høirup that Gustav Albeck’s research work covered a wide field from runic inscriptions to modem Danish 20th century literature, and that his personal commitment and sympathetic insight combined seriousness with humour, most often inextricably linked together. As an expert on Danish Golden Age literature Albeck was superb. Høirup describes Gustav Albeck’s inspiring work in the Grundtvig Society from its foundation, and his 43 years as editor of Grundtvig Studier, the high scholarly standards of which were of paramount importance for him. Finally Bishop Høirup tells about Gustav Albeck’s invaluable work to promote classical music in Aarhus, and he concludes his speech by remarking on the joy felt by Albeck over the gift to man received in baptism, and his love of Danish poetry.Subsequently William Michelsen draws an equally personal portrait of Gustav Albeck and his work in literary history, in Grundtvig scholarship and popular enlightenment. Gustav Albeck took his M.A. degree in Nordic philology in 1932, and became a Doctor of Philosophy with his thesis on the Nordic Kings’ sagas in 1946, and in 1959 he was appointed Professor at the University of Aarhus, after having been on the teaching staff for a number of years. As early as 1934 Grundtvig wrote his first study of Grundtvig’s early poetry, and through the 1940s he published a number of shorter books on Grundtvig’s writings. In 1948 he contributed to the first annual volume of Grundtvig Studier, and in 1951 he became the editor of the yearbook, a post he held until his death.William Michelsen suggests that Gustav Albeck’s Grundtvig research should be seen on the background of Grundtvig’s visions of a new Danish university, unhampered by rigid academic traditions - visions that found expression in Grundtvig’s folk high school thoughts and his ideas of a Scandinavian university in Gothenburg. Gustav Albeck regarded the University of Aarhus and the University Extension Institution as realizations of these ideas. He agreed with Grundtvig about the crucial importance of popular enlightenment, but always preserved an objective and matter-of-fact distance to the ideas in Grundtvig’s writings. What was important to Gustav Albeck in literary studies was to state what literature says, not to evaluate it or relate oneself personally to it. Thus, to him it was essential to emphasize that Grundtvig was a poet and a great poet - a visionary poet who remained critical towards his own time. Albeck’s philological approach to literary scholarship finds expression in his work on Grundtvig manuscripts, such as the publication of .Grundtvig’s diaries and extract collections. in 1979. Albeck’s most significant book as a Grundtvig scholar was published in 1955 in the series Acta Jutlandica, entitled .Around Grundtvig’s Poetry Collections.. This book deals with Grundtvig’s poetical works in the years 1808-1816, but also contains a large amount of material that throws light on Grundtvig’s development over these years.Fundamentally important to Grundtvig research is Gustav Albeck’s preparation of a model for the registration of Grundtvig’s posthumous works, used by the group of scholars who worked out the 30-volume register. Gustav Albeck’s greatest book is his last publication, .University and People., from 1984, with the modest subtitle .Contributions to the History of the University Extension Institution.. The book contains a wealth of information about how Grundtvig’s vision of a people’s university became a reality around the turn of the century. For 30 years Gustav Albeck was the president of the University Extension Institution in Aarhus.William Michelsen concludes his obituary of Gustav Albeck by pointing out that as Albeck saw him, Grundtvig was not so different from his own time as we tend to see him today. And Gustav Albeck could finish his chapter on Grundtvig in the Politiken Literary History by quoting Jørgen Elbek saying that Grundtvig, with his unshakable faith in the word, was a poet in a far more exclusive sense than any of his contemporaries.

In this paper, a alternative algorithmic software is deliberate supported coupled wordbook gaining knowledge of with mapping perform for the problem of single-photograph extremely good solution. Dictionaries rectangular degree designed-group of the carry out for clustered facts. The coaching information is based into 9 clusters supported correlation between the info patches and already evolved directional templates. The unchanging ness of the distributed representations is thought for the mission of wonderfulresolution. For each cluster, a integrate of high-decision and low-decision dictionaries rectangular measure designed in conjunction with their mapping-capabilities. This is a coupled word e book learning with a mapping performs enables in strengthening, the unchangingness of disbursed example coefficients for diverse resolution stages. throughout the reconstruction section, for a given low-decision patch a collection of directional clustered dictionaries square measure used, and also the cluster is chosen which elements the smallest amount allotted instance errors. The planned algorithmic application is as compared with in advance paintings in addition to the presently pinnacle-ranked incredible-decision algorithmic program. by the deliberate mechanism, the healing of directional fine options becomes extremely good.

The current study aimed at investigating the effectiveness of PQ4R Strategy in developing reading comprehension skills of the English Language Course among second intermediate grade students. The study adopted a quasi-experimental design employing two groups (experimental and control). The design included an independent variable (PQ4R Strategy) and a dependent variable (reading comprehension skills). The sample of the study consisted of 2nd Intermediate Grade Students from schools in Al kamel (N=47). The students were divided into two groups experimental and control. The experimental group (N=23) was taught the reading comprehension texts of the super Goal 3 book through PQ4R Strategy. The control group (N=24) was taught the same texts through the traditional method. To achieve the goal of the research, a guide was prepared for the teacher to implement the strategy and reading comprehension test designed by the researcher. Results revealed that PQ4R Strategy had a positive effect on the students' reading comprehension. In light of the study results, the researcher recommended the following: using PQ4R Strategy for developing reading comprehension skills of English language students’.

Stutson, Caroline. Cats’ Night Out. Jon Klassen. Illus. Toronto: Simon & Schuster, 2010. Print. This is an immediately appealing and well designed book – a pleasing convergence of balanced palettes and retro details. Sophisticated and stylish little urban cats cavort throught an overview of twentieth century dance styles against the backdrop of an understatedly cool Gotham night. The minimal text is mindfully integrated into the page design and its counting rhyme cadence comes to an enjoyable visually unstructured, cartoonish climax. When I read Cats’… to myself I was concerned that it shared one short coming with other attractive children’s books. Did the level of textual comprehension required, complexity of the popular culture references and the dark, low contrast palette cohere into a narrative and visual text that is holistically appropriate for a particular children’s age group? It’s discouraging when artful and ambitious books elude toddlers and preschool age audiences while seeming too simplistic to older children to offer sufficient engagement. Such books wash over children leaving them unmoved. Creating a beautiful picture book - which Cats’ Night Out certainly is - is a great accomplishment. Creating a picture book that is beautiful and that is truly directed at and calibrated for children is even more challenging. I knew that Cats’ Night Out would please discerning adults but, what little sartorialist cat-lover and junior aficionado of dance and monochromatic retro architecture would have an affinity for this book? Well, as it turns out, my four year old loves it and goes back through the book to examine all the details and explain which shoes, clothes and colours are the best and ask me baffling questions about “polka dotted Swiss” (I had to look it up – it’s a vintage fabric style). Very well done, indeed. Recommended: 3 out of 4 stars Reviewer: Matilda RocheMatilda spends her days lavishing attention on the University of Alberta’s metadata but children’s illustrated books, literature for young adults and graphic novels also make her heart sing. Her reviews benefit from the critical influence of a four year old daughter and a one year old son – both geniuses. Matilda’s super power is the ability to read comic books aloud.

The move from analog distribution to online digital delivery is common in the contemporary mediascape. Music is in the midst of an ipod driven paradigm shift (Levy), television and movie delivery is being reconfigured (Johnson), and newspaper and magazines are confronting the reality of the world wide web and what it means for business models and ideas of journalism (Beecher). In the midst of this change, the book publishing industry remains defiant. While embracing digital production technologies, the vast majority of book content is still delivered in material form, printed and shipped the old-fashioned way—despite the efforts of many technology companies over the last decade. Even the latest efforts from corporate giants such as Sony and Amazon (who appear to have solved many of the technical hurdles of electronic reading devices) have had little visible impact. The idea of electronic books, or e-books, remains the domain of geeky early adopters (“Have”). The reasons for this are manifold, but, arguably, a broader uptake of e-books has not occurred because cultural change is much more difficult than technological change and book readers have yet to be persuaded to change their cultural habits. Electronic reading devices have been around for as long as there have been computers with screens, but serious attempts to replicate the portability, readability, and convenience of a printed book have only been with us for a decade or so. The late 1990s saw the release of a number of e-book devices. In quick succession, the likes of the Rocket e-Book, the SoftBook and the Franklin eBookman all failed to catch on. Despite this lack of market penetration, software companies began to explore the possibilities—Microsoft’s Reader software competed with a similar product from Adobe, some publishers became content providers, and a niche market of consumers began reading e-books on personal digital assistants (PDAs). That niche was sufficient for e-reading communities and shopfronts to appear, with a reasonable range of titles becoming available for purchase to feed demand that was very much driven by early adopters. But the e-book market was and remains small. For most people, books are still regarded as printed paper objects, purchased from a bookstore, borrowed from a library, or bought online from companies like Amazon.com. More recently, the introduction of e-ink technologies (EPDs) (DeJean), which allow for screens with far more book-like resolution and contrast, has provided the impetus for a new generation of e-book devices. In combination with an expanded range of titles (and deals with major publishing houses to include current best-sellers), there has been renewed interest in the idea of e-books. Those who have used the current generation of e-ink devices are generally positive about the experience. Except for some sluggishness in “turning” pages, the screens appear crisp, clear and are not as tiring to read as older displays. There are a number of devices that have embraced the new screen technologies (mobileread) but most attention has been paid to three devices in particular—mainly because their manufacturers have tried to create an ecosystem that provides content for their reading devices in much the same way that Apple’s itunes store provides content for ipods. The Sony Portable Reader (Sonystyle) was the first electronic ink device to be produced by a mainstream consumers electronics company. Sony ties the Reader to its Connect store, which allows the purchase of book titles via a computer; titles are then downloaded to the Reader in the same way that an mp3 player is loaded with music. Sony’s most prominent competition in the marketplace is Amazon’s Kindle, which does not require users to have a computer. Instead, its key feature is a constant wireless connection to Amazon’s growing library of Kindle titles. This works in conjunction with US cellphone provider Sprint to allow the purchase of books via wireless downloads wherever the Sprint network exists. The system, which Amazon calls “whispernet,” is invisible to readers and the cost is incorporated into the price of books, so Kindle users never see a bill from Sprint (“Frequently”). Both the Sony Reader and the Amazon Kindle are available only in limited markets; Kindle’s reliance on a cellphone network means that its adoption internationally is dependent on Amazon establishing a relationship with a cellphone provider in each country of release. And because both devices are linked to e-bookstores, territorial rights issues with book publishers (who trade publishing rights for particular global territories in a colonial-era mode of operation that seems to ignore the reality of global information mobility (Thompson 74–77)) contribute to the restricted availability of both the Sony and Amazon products. The other mainstream device is the iRex Iliad, which is not constrained to a particular online bookstore and thus is available internationally. Its bookstore ecosystems are local relationships—with Dymocks in Australia, Borders in the UK, and other booksellers across Europe (iRex). All three devices use EPDs and share similar specifications for the actual reading of e-books. Some might argue that the lack of a search function in the Sony and the ability to write on pages in the Iliad are quite substantive differences, but overall the devices are distinguished by their availability and the accessibility of book titles. Those who have used the devices extensively are generally positive about the experience. Amazon’s Customer Reviews are full of positive comments, and the sense from many commentators is that the systems are a viable replacement for old-fashioned printed books (Marr). Despite the good reviews—which suggest that the technology is actually now good enough to compete with printed books—the e-book devices have failed to catch on. Amazon has been hesitant to state actual sales figures, leaving it to so-called analysts to guess with the most optimistic suggesting that only 30 to 50,000 have sold since launch in late 2007 (Sridharan). By comparison, a mid-list book title (in the US) would expect to sell a similar number of copies. The sales data for the Sony Portable Reader (which has been on the market for nearly two years) and the iRex iliad are also elusive (Slocum), suggesting that they have not meaningfully changed the landscape. Tellingly, despite the new devices, the e-book industry is still tiny. Although it is growing, the latest American data show that the e-book market has wholesale revenues of around $10 million per quarter (or around $40 million per year), which is dwarfed by the $35 billion in revenues regularly earned annually in the US printed book industry ("Book"). It’s clear that despite the technological advances, e-books have yet to cross the chasm from early adopter to mainstream usage (see IPDF). The reason for this is complex; there are issues of marketing and distribution that need to be considered, as well as continuing arguments about screen technologies, appropriate publishing models, and digital rights management. It is beyond the scope of this article to do justice to those issues. Suffice to say, the book industry is affected by the same debates over content that plague other media industries (Vershbow). But, arguably, the key reason for the minimal market impact is straightforward—technological change is relatively easy, but cultural change is much more difficult. The current generation of e-book devices might be technically very close to being a viable replacement for print on paper (and the next generation of devices will no doubt be even better), but there are bigger cultural hurdles to be overcome. For most people, the social practice of reading books (du Gay et al 10) is inextricably tied with printed objects and a print culture that is not yet commonly associated with “technology” (perhaps because books, as machines for reading (Young 160), have become an invisible technology (Norman 246)). E. Annie Proulx’s dismissive suggestion that “nobody is going to sit down and read a novel on a twitchy little screen. Ever” (1994) is commonly echoed when book buyers consider the digital alternative. Those thoughts only scratch the surface of a deeply embedded cultural practice. The centuries since Gutenberg’s printing press and the vast social and cultural changes that followed positioned print culture as the dominant cultural mode until relatively recently (Eisenstein; Ong). The emerging electronic media forms of the twentieth century displaced that dominance with many arguing that the print age was moved aside by first radio and television and now computers and the Internet (McLuhan; Postman). Indeed, there is a subtext in that line of thought, one that situates electronic media forms (particularly screen-based ones) as the antithesis of print and book culture. Current e-book reading devices attempt to minimise the need for cultural change by trying to replicate a print culture within an e-print culture. For the most part, they are designed to appeal to book readers as a replacement for printed books. But it will take more than a perfect electronic facsimile of print on paper to persuade readers to disengage with a print culture that incorporates bookshops, bookclubs, writing in the margins, touching and smelling the pages and covers, admiring the typesetting, showing off their bookshelves, and visibly identifying with their collections. The frequently made technical arguments (about flashing screens and reading in the bath (Randolph)) do not address the broader apprehension about a cultural experience that many readers do not wish to leave behind. It is in that context that booklovers appear particularly resistant to any shift from print to a screen-based format. One only has to engage in a discussion about e-books (or lurk on an online forum where one is happening) to appreciate how deeply embedded print culture is (Hepworth)—book readers have a historical attachment to the printed object and it is this embedded cultural resistance that is the biggest barrier for e-books to overcome. Although e-book devices in no way resemble television, print culture is still deeply suspicious of any screen-based media and arguments are often made that the book as a physical object is critical because “different types of media function differently, and even if the content is similar the form matters quite a lot” (Weber). Of course, many in the newspaper industry would argue that long-standing cultural habits can change very rapidly and the migration of eyeballs from newsprint to the Internet is a cautionary tale (see Auckland). That specific format shift saw cultural change driven by increased convenience and a perception of decreased cost. For those already connected to the Internet, reading newspapers online represented zero marginal cost, and the range of online offerings dwarfed that of the local newsagency. The advantage of immediacy and multimedia elements, and the possibility of immediate feedback, appeared sufficient to drive many away from print towards online newspapers.For a similar shift in the e-book realm, there must be similar incentives for readers. At the moment, the only advantages on offer are weightlessness (which only appeals to frequent travellers) and convenience via constant access to a heavenly library of titles (Young 150). Amazon’s Kindle bookshop can be accessed 24/7 from anywhere there is a Sprint network coverage (Nelson). However, even this advantage is not so clear-cut—there is a meagre range of available electronic titles compared to printed offerings. For example, Amazon claims 130,000 titles are currently available for Kindle and Sony has 50,000 for its Reader, figures that are dwarfed by Amazon’s own printed book range. Importantly, there is little apparent cost advantage to e-books. The price of electronic reading devices is significant, amounting to a few hundred dollars to which must be added the cost of e-books. The actual cost of those titles is also not as attractive as it might be. In an age where much digital content often appears to be free, consumers demand a significant price advantage for purchasing online. Although some e-book titles are priced more affordably than their printed counterparts, the cost of many seems strangely high given the lack of a physical object to print and ship. For example, Amazon Kindle titles might be cheaper than the print version, but the actual difference (after discounting) is not an order of magnitude, but of degree. For example, Randy Pausch’s bestselling The Last Lecture is available for $12.07 as a paperback or $9.99 as a Kindle edition (“Last”). For casual readers, the numbers make no sense—when the price of the reading device is included, the actual cost is prohibitive for those who only buy a few titles a year. At the moment, e-books only make sense for heavy readers for whom the additional cost of the reading device will be amortised over a large number of books in a reasonably short time. (A recent article in the Wall Street Journal suggested that the break-even point for the Kindle was the purchase of 61 books (Arends).) Unfortunately for the e-book industry, not is only is that particular market relatively small, it is the one least likely to shift from the embedded habits of print culture. Arguably, should e-books eventually offer a significant cost benefit for consumers, uptake would be more dramatic. However, in his study of cellphone cultures, Gerard Goggin argues against purely fiscal motivations, suggesting that cultural change is driven by other factors—in his example, new ways of communicating, connecting, and engaging (205–211). The few market segments where electronic books have succeeded are informative. For example, the market for printed encyclopedias has essentially disappeared. Most have reinvented themselves as CD-ROMs or DVD-ROMs and are sold for a fraction of the price. Although cost is undoubtedly a factor in their market success, added features such as multimedia, searchability, and immediacy via associated websites are compelling reasons driving the purchase of electronic encyclopedias over the printed versions. The contrast with the aforementioned e-book devices is apparent with encyclopedias moving away from their historical role in print culture. Electronic encyclopedias don’t try to replicate the older print forms. Rather they represent a dramatic shift of book content into an interactive audio-visual domain. They have experimented with new formats and reconfigured content for the new media forms—the publishers in question simply left print culture behind and embraced a newly emerging computer or multimedia culture. This step into another realm of social practices also happened in the academic realm, which is now deeply embedded in computer-based delivery of research and pedagogy. Not only are scholarly journals moving online (Thompson 320–325), but so too are scholarly books. For example, at the Macquarie University Library, there has been a dramatic increase in the number of electronic books in the collection. The library purchased 895 e-books in 2005 and 68,000 in 2007. During the same period, the number of printed books purchased remained relatively stable with about 16,000 bought annually (Macquarie University Library). The reasons for the dramatic increase in e-book purchases are manifold and not primarily driven by cost considerations. Not only does the library have limited space for physical storage, but Macquarie (like most other Universities) emphasises its e-learning environment. In that context, a single e-book allows multiple, geographically dispersed, simultaneous access, which better suits the flexibility demanded of the current generation of students. Significantly, these e-books require no electronic reading device beyond a standard computer with an internet connection. Users simply search for their required reading online and read it via their web browser—the library is operating in a pedagogical culture that assumes that staff and students have ready access to the necessary resources and are happy to read large amounts of text on a screen. Again, gestures towards print culture are minimal, and the e-books in question exist in a completely different distributed electronic environment. Another interesting example is that of mobile phone novels, or “keitai” fiction, popular in Japan. These novels typically consist of a few hundred pages, each of which contains about 500 Japanese characters. They are downloaded to (and read on) cellphones for about ten dollars apiece and can sell in the millions of copies (Katayama). There are many reasons why the keitai novel has achieved such popularity compared to the e-book approaches pursued in the West. The relatively low cost of wireless data in Japan, and the ubiquity of the cellphone are probably factors. But the presence of keitai culture—a set of cultural practices surrounding the mobile phone—suggests that the mobile novel springs not from a print culture, but from somewhere else. Indeed, keitai novels are written (often on the phones themselves) in a manner that lends itself to the constraints of highly portable devices with small screens, and provides new modes of engagement and communication. Their editors attribute the success of keitai novels to how well they fit into the lifestyle of their target demographic, and how they act as community nodes around which readers and writers interact (Hani). Although some will instinctively suggest that long-form narratives are doomed with such an approach, it is worthwhile remembering that, a decade ago, few considered reading long articles using a web browser and the appropriate response to computer-based media was to rewrite material to suit the screen (Nielsen). However, without really noticing the change, the Web became mainstream and users began reading everything on their computers, including much longer pieces of text. Apart from the examples cited, the wider book trade has largely approached e-books by trying to replicate print culture, albeit with an electronic reading device. Until there is a significant cost and convenience benefit for readers, this approach is unlikely to be widely successful. As indicated above, those segments of the market where e-books have succeeded are those whose social practices are driven by different cultural motivations. It may well be that the full-frontal approach attempted to date is doomed to failure, and e-books would achieve more widespread adoption if the book trade took a different approach. The Amazon Kindle has not yet persuaded bookloving readers to abandon print for screen in sufficient numbers to mark a seachange. Indeed, it is unlikely that any device positioned specifically as a book replacement will succeed. Instead of seeking to make an e-book culture a replacement for print culture, effectively placing the reading of books in a silo separated from other day-to-day activities, it might be better to situate e-books within a mobility culture, as part of the burgeoning range of social activities revolving around a connected, convergent mobile device. Reading should be understood as an activity that doesn’t begin with a particular device, but is done with whatever device is at hand. In much the same way that other media producers make content available for a number of platforms, book publishers should explore the potential of the new mobile devices. Over 45 million smartphones were sold globally in the first three months of 2008 (“Gartner”)—somewhat more than the estimated shipments of e-book reading devices. As well as allowing a range of communications possibilities, these convergent devices are emerging as key elements in the new digital mediascape—one that allows users access to a broad range of media products via a single pocket-sized device. Each of those smartphones makes a perfectly adequate e-book reading device, and it might be useful to pursue a strategy that embeds book reading as one of the key possibilities of this growing mobility culture. The casual gaming market serves as an interesting example. While hardcore gamers cling to their games PCs and consoles, a burgeoning alternative games market has emerged, with a different demographic purchasing less technically challenging games for more informal gaming encounters. This market has slowly shifted to convergent mobile devices, exemplified by Sega’s success in selling 300,000 copies of Super Monkey Ball within 20 days of its release for Apple’s iphone (“Super”). Casual gamers do not necessarily go on to become hardcore games, but they are gamers nonetheless—and today’s casual games (like the aforementioned Super Monkey Ball) are yesterday’s hardcore games of choice. It might be the same for reading. The availability of e-books on mobile platforms may not result in more people embracing longer-form literature. But it will increase the number of people actually reading, and, just as casual gaming has attracted a female demographic (Wallace 8), the instant availability of appropriate reading material might sway some of those men who appear to be reluctant readers (McEwan). Rather than focus on printed books, and book-like reading devices, the industry should re-position e-books as an easily accessible content choice in a digitally converged media environment. This is more a cultural shift than a technological one—for publishers and readers alike. Situating e-books in such a way may alienate a segment of the bookloving community, but such readers are unlikely to respond to anything other than print on paper. Indeed, it may encourage a whole new demographic—unafraid of the flickering screen—to engage with the manifold attractions of “books.” References Arends, Brett. “Can Amazon’s Kindle Save You Money?” The Wall St Journal 24 June 2008. 25 June 2008 ‹http://online.wsj.com/article/SB121431458215899767.html? mod=rss_whats_news_technology>. Auckland, Steve. “The Future of Newspapers.” The Independent 13 Nov. 2008. 24 June 2008 ‹http://news.independent.co.uk/media/article1963543.ece>. Beecher, Eric. “War of Words.” The Monthly, June 2007: 22–26. 25 June 2008 . “Book Industry Trends 2006 Shows Publishers’ Net Revenues at $34.59 Billion for 2005.” Book Industry Study Group. 22 May 2006 ‹http://www.bisg.org/news/press.php?pressid=35>. 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This paper provides embedded, reflective practice-based insight arising from my experience collaborating to produce online and print-on-demand editions of a magazine showcasing the photography of members of haphazart! Contemporary Abstracts group (hereafter referred to as haphazart!). The group’s online visual, textual and activity-based practices via the photo sharing social networking site Flickr are portrayed as achieving cohesive visual identity. Stylistic analysis of pictures in support of this claim is not attempted. Rather negotiation, that Elliot has previously described in M/C Journal as innate in collaboration, is identified as the unifying factor. However, the collaborators’ adherence to Flickr’s communication platform proves problematic in the editorial context. Some technical incoherence with possible broader cultural implications is encountered during the process of repurposing images from screen to print. A Scan of Relevant Literature The photographic gaze perceives and captures objects which seem to ‘carry within them ready-made’ a work of art. But the reminiscences of the gaze are only made possible by knowing and associating with groups that define a tradition. The list of valorised subjects is not actually defined with reference to a culture, but rather by familiarity with a limited group. (Chamboredon 144) As part of the array of socio-cultural practices afforded by Web 2.0 interoperability, sites of produsage (Bruns) are foci for studies originating in many disciplines. Flickr provides a rich source of data that researchers interested in the interface between the technological and the social find useful to analyse. Access to the Flickr application programming interface enables quantitative researchers to observe a variety of means by which information is propagated, disseminated and shared. Some findings from this kind of research confirm the intuitive. For example, Negoecsu et al. find that “a large percentage of users engage in sharing with groups and that they do so significantly” ("Analyzing Flickr Groups" 425). They suggest that Flickr’s Groups feature appears to “naturally bring together two key aspects of social media: content and relations.” They also find evidence for what they call hyper-groups, which are “communities consisting of groups of Flickr groups” ("Flickr Hypergroups" 813). Two separate findings from another research team appear to contradict each other. On one hand, describing what they call “social cascades,” Cha et al. claim that “content in the form of ideas, products, and messages spreads across social networks like a virus” ("Characterising Social Cascades"). Yet in 2009 they claim that homocity and reciprocity ensure that “popularity of pictures is localised” ("Measurement-Driven Analysis"). Mislove et al. reflect that the affordances of Flickr influence the growth patterns they observe. There is optimism shared by some empiricists that through collation and analysis of Flickr tag data, the matching of perceptual structures of images and image annotation techniques will yield ontology-based taxonomy useful in automatic image annotation and ultimately, the Semantic Web endeavour (Kennedy et al.; Su et al.; Xu et al.). Qualitative researchers using ethnographic interview techniques also find Flickr a valuable resource. In concluding that the photo sharing hobby is for many a “serious leisure” activity, Cox et al. propose that “Flickr is not just a neutral information system but also value laden and has a role within a wider cultural order.” They also suggest that “there is genuinely greater scope for individual creativity, releasing the individual to explore their own identity in a way not possible with a camera club.” Davies claims that “online spaces provide an arena where collaboration over meanings can be transformative, impacting on how individuals locate themselves within local and global contexts” (550). She says that through shared ways of describing and commenting on images, Flickrites develop a common criticality in their endeavour to understand images, each other and their world (554).From a psychologist’s perspective, Suler observes that “interpersonal relationships rarely form and develop by images alone” ("Image, Word, Action" 559). He says that Flickr participants communicate in three dimensions: textual (which he calls “verbal”), visual, and via the interpersonal actions that the site affords, such as Favourites. This latter observation can surely be supplemented by including the various games that groups configure within the constraints of the discussion forums. These often include submissions to a theme and voting to select a winning image. Suler describes the place in Flickr where one finds identity as one’s “cyberpsychological niche” (556). However, many participants subscribe to multiple groups—45.6% of Flickrites who share images share them with more than 20 groups (Negoescu et al., "Analyzing Flickr Groups" 420). Is this a reflection of the existence of the hyper-groups they describe (2009) or, of the ranging that people do in search of a niche? It is also probable that some people explore more than a singular identity or visual style. Harrison and Bartell suggest that there are more interesting questions than why users create media products or what motivates them to do so: the more interesting questions center on understanding what users will choose to do ultimately with [Web2.0] capabilities [...] in what terms to define the success of their efforts, and what impact the opportunity for individual and collaborative expression will have on the evolution of communicative forms and character. (167) This paper addresseses such questions. It arises from a participatory observational context which differs from that of the research described above. It is intended that a different perspective about online group-based participation within the Flickr social networking matrix will avail. However, it will be seen that the themes cited in this introductory review prove pertinent. Context As a university teacher of a range of subjects in the digital media field, from contemporary photomedia to social media to collaborative multimedia practice, it is entirely appropriate that I embed myself in projects that engage, challenge and provide me with relevant first-hand experience. As an academic I also undertake and publish research. As a practicing new media artist I exhibit publically on a regular basis and consider myself semi-professional with respect to this activity. While there are common elements to both approaches to research, this paper is written more from the point of view of ‘reflective practice’ (Holmes, "Reconciling Experimentum") rather than ‘embedded ethnography’ (Pink). It is necessarily and unapologetically reflexive. Abstract Photography Hyper-Group A search of all Flickr groups using the query “abstract” is currently likely to return around 14,700 results. However, only in around thirty of them does the group name, its stated rules and, the stream of images that flow through the pool arguably reflect a sense of collective concept and aesthetic that is coherently abstract. This loose complex of groups comprises a hyper-group. Members of these groups often have co-memberships, reciprocal contacts, and regularly post images to a range of groups and comment on others’ posts to be found throughout. Given that one of Flickr’s largest groups, Black and White, currently has around 131,150 members and hosts 2,093,241 items in its pool, these abstract special interest groups are relatively small. The largest, Abstract Photos, has 11,338 members and hosts 89,306 items in its pool. The group that is the focus of this paper, haphazart!, currently has 2,536 members who have submitted 53,309 items. The group pool is more like a constantly flowing river because the most recently added images are foremost. Older images become buried in an archive of pages which cannot be reverse accessed at a rate greater than the seven pages linked from a current view. A member’s presence is most immediate through images posted to a pool. This structural feature of Flickr promotes a desire for currency; a need to post regularly to maintain presence. Negotiating Coherence to the Abstract The self-managing social dynamics in groups has, as Suler proposes to be the case for individuals, three dimensions: visual, textual and action. A group integrates the diverse elements, relationships and values which cumulatively constitute its identity with contributions from members in these dimensions. First impressions of that identity are usually derived from the group home page which consists of principal features: the group name, a selection of twelve most recent posts to the pool, some kind of description, a selection of six of the most recent discussion topics, and a list of rules (if any). In some of these groups, what is considered to constitute an abstract photographic image is described on the group home page. In some it is left to be contested and becomes the topic of ongoing forum debates. In others the specific issue is not discussed—the images are left to speak for themselves. Administrators of some groups require that images are vetted for acceptance. In haphazart! particular administrators dutifully delete from the pool on a regular basis any images that they deem not to comply with the group ethic. Whether reasons are given or not is left to the individual prosecutor. Mostly offending images just disappear from the group pool without trace. These are some of the ways that the coherence of a group’s visual identity is established and maintained. Two groups out of the abstract photography hyper-group are noteworthy in that their discussion forums are particularly active. A discussion is just the start of a new thread and may have any number of posts under it. At time of writing Abstract Photos has 195 discussions and haphazart! — the most talkative by this measure—has 333. Haphazart! invites submissions of images to regularly changing themes. There is always lively and idiosyncratic banter in the forum over the selection of a theme. To be submitted an image needs to be identified by a specific theme tag as announced on the group home page. The tag can be added by the photographer themselves or by anyone else who deems the image appropriate to the theme. An exhibition process ensues. Participant curators search all Flickr items according to the theme tag and select from the outcome images they deem to most appropriately and abstractly address the theme. Copies of the images together with comments by the curators are posted to a dedicated discussion board. Other members may also provide responses. This activity forms an ongoing record that may serve as a public indicator of the aesthetic that underlies the group’s identity. In Abstract Photos there is an ongoing discussion forum where one can submit an image and request that the moderators rule as to whether or not the image is ‘abstract’. The same group has ongoing discussions labelled “Hall of Appropriate” where worthy images are reposted and celebrated and, “Hall of Inappropriate” where images posted to the group pool have been removed and relegated because abstraction has been “so far stretched from its definition that it now resides in a parallel universe” (Askin). Reasons are mostly courteously provided. In haphazart! a relatively small core of around twelve group members regularly contribute to the group discussion board. A curious aspect of this communication is that even though participants present visually with a ‘buddy icon’ and most with a screen name not their real name, it is usual practice to address each other in discussions by their real Christian names, even when this is not evident in a member’s profile. This seems to indicate a common desire for authenticity. The makeup of the core varies from time to time depending on other activities in a member’s life. Although one or two may be professionally or semi-professionally engaged as photographers or artists or academics, most of these people would likely consider themselves to be “serious amateurs” (Cox). They are internationally dispersed with bias to the US, UK, Europe and Australia. English is the common language though not the natural tongue of some. The age range is approximately 35 to 65 and the gender mix 50/50. The group is three years old. Where Do We Go to from Here? In early January 2009 the haphazart! core was sparked into a frenzy of discussion by a post from a member headed “Where do we go to from here?” A proposal was mooted to produce a ‘book’ featuring images and texts representative of the group. Within three days a new public group with invited membership dedicated to the idea had been established. A smaller working party then retreated to a private Flickr group. Four months later Issue One of haphazart! magazine was available in print-on-demand and online formats. Following however is a brief critically reflective review of some of the collaborative curatorial, editorial and production processes for Issue Two which commenced in early June 2009. Most of the team had also been involved with Issue One. I was the only newcomer and replaced the person who had undertaken the design for Issue One. I was not provided access to the prior private editorial ruminations but apparently the collaborative curatorial and editorial decision-making practices the group had previously established persisted, and these took place entirely within the discussion forums of a new dedicated private Flickr group. Over a five-month period there were 1066 posts in 54 discussions concerning matters such as: change of format from the previous; selection of themes, artists and images; conduct of and editing of interviews; authoring of texts; copyright and reproduction. The idiom of those communications can be described as: discursive, sporadic, idiosyncratic, resourceful, collegial, cooperative, emphatic, earnest and purposeful. The selection process could not be said to follow anything close to a shared manifesto, or articulation of style. It was established that there would be two primary themes: the square format and contributors’ use of colour. Selection progressed by way of visual presentation and counter presentation until some kind of consensus was reached often involving informal votes of preference. Stretching the Limits of the Flickr Social Tools The magazine editorial collaborators continue to use the facilities with which they are familiar from regular Flickr group participation. However, the strict vertically linear format of the Flickr discussion format is particularly unsuited to lengthy, complex, asynchronous, multithreaded discussion. For this purpose it causes unnecessary strain, fatigue and confusion. Where images are included, the forums have set and maximum display sizes and are not flexibly configured into matrixes. Images cannot readily be communally changed or moved about like texts in a wiki. Likewise, the Flickrmail facility is of limited use for specialist editorial processes. Attachments cannot be added. This opinion expressed by a collaborator in the initial, open discussion for Issue One prevailed among Issue Two participants: do we want the members to go to another site to observe what is going on with the magazine? if that’s ok, then using google groups or something like that might make sense; if we want others to observe (and learn from) the process - we may want to do it here [in Flickr]. (Valentine) The opinion appears socially constructive; but because the final editorial process and production processes took place in a separate private forum, ultimately the suggested learning between one issue and the next did not take place. During Issue Two development the reluctance to try other online collaboration tools for the selection processes requiring visual comparative evaluation of images and trials of sequencing adhered. A number of ingenious methods of working within Flickr were devised and deployed and, in my opinion, proved frustratingly impractical and inefficient. The digital layout, design, collation and formatting of images and texts, all took place on my personal computer using professional software tools. Difficulties arose in progressively sharing this work for the purposes of review, appraisal and proofing. Eventually I ignored protests and insisted the team review demonstrations I had converted for sharing in Google Documents. But, with only one exception, I could not tempt collaborators to try commenting or editing in that environment. For example, instead of moving the sequence of images dynamically themselves, or even typing suggestions directly into Google Documents, they would post responses in Flickr. To Share and to Hold From the first imaginings of Issue One the need to have as an outcome something in one’s hands was expressed and this objective is apparently shared by all in the haphazart! core as an ongoing imperative. Various printing options have been nominated, discussed and evaluated. In the end one print-on-demand provider was selected on the basis of recommendation. The ethos of haphazart! is clearly not profit-making and conflicts with that of the printing organisation. Presumably to maintain an incentive to purchase the print copy online preview is restricted to the first 15 pages. To satisfy the co-requisite to make available the full 120 pages for free online viewing a second host that specialises in online presentation of publications is also utilised. In this way haphazart! members satisfy their common desires for sharing selected visual content and ideas with an online special interest audience and, for a physical object of art to relish—with all the connotations of preciousness, fetish, talisman, trophy, and bookish notions of haptic pleasure and visual treasure. The irony of publishing a frozen chunk of the ever-flowing Flickriver, whose temporally changing nature is arguably one of its most interesting qualities, is not a consideration. Most of them profess to be simply satisfying their own desire for self expression and would eschew any critical judgement as to whether this anarchic and discursive mode of operation results in a coherent statement about contemporary photographic abstraction. However there remains a distinct possibility that a number of core haphazart!ists aspire to transcend: popular taste; the discernment encouraged in camera clubs; and, the rhetoric of those involved professionally (Bourdieu et al.); and seek to engage with the “awareness of illegitimacy and the difficulties implied by the constitution of photography as an artistic medium” (Chamboredon 130). Incoherence: A Technical Note My personal experience of photography ranges from the filmic to the digital (Holmes, "Bridging Adelaide"). For a number of years I specialised in facsimile graphic reproduction of artwork. In those days I became aware that films were ‘blind’ to the psychophysical affect of some few particular paint pigments. They just could not be reproduced. Even so, as I handled the dozens of images contributed to haphazart!2, converting them from the pixellated place where Flickr exists to the resolution and gamut of the ink based colour space of books, I was surprised at the number of hue values that exist in the former that do not translate into the latter. In some cases the affect is subtle so that judicious tweaking of colour levels or local colour adjustment will satisfy discerning comparison between the screenic original and the ‘soft proof’ that simulates the printed outcome. In other cases a conversion simply does not compute. I am moved to contemplate, along with Harrison and Bartell (op. cit.) just how much of the experience of media in the shared digital space is incomparably new? Acknowledgement Acting on the advice of researchers experienced in cyberethnography (Bruckman; Suler, "Ethics") I have obtained the consent of co-collaborators to comment freely on proceedings that took place in a private forum. They have been given the opportunity to review and suggest changes to the account. References Askin, Dean (aka: dnskct). “Hall of Inappropriate.” Abstract Photos/Discuss/Hall of Inappropriate, 2010. 12 Jan. 2010 ‹http://www.flickr.com/groups/abstractphotos/discuss/72157623148695254/>. Bourdieu, Pierre, Luc Boltanski, Robert Castel, Jean-Claude Chamboredeon, and Dominique Schnapper. Photography: A Middle-Brow Art. 1965. Trans. Shaun Whiteside. Stanford: Stanford UP, 1990. Bruckman, Amy. Studying the Amateur Artist: A Perspective on Disguising Data Collected in Human Subjects Research on the Internet. 2002. 12 Jan. 2010 ‹http://www.nyu.edu/projects/nissenbaum/ethics_bru_full.html>. Bruns, Axel. “Towards Produsage: Futures for User-Led Content Production.” Proceedings: Cultural Attitudes towards Communication and Technology 2006. Perth: Murdoch U, 2006. 275–84. ———, and Mark Bahnisch. Social Media: Tools for User-Generated Content. 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Well, you couldn't control the situation to that extent. The world just comes in on top of you. It creeps under the door. It falls out of the sky. It's all around. (Leunig) Like the world that cartoonist Michael Leunig describes, ambience is all around. Everywhere you go. You cannot get away from it. You cannot hide from it. You cannot be without it. For ambience is that which surrounds us, that which pervades. Always-on. Always by-your-side. Always already. Here, there and everywhere. Super-surround-sound. Immersive. Networked and cloudy. Ubiquitous. Although you cannot avoid ambience, you may ignore it. In fact, ambience is almost as ignored as it is pervasive. For the most part, our attention is given over to what’s in front of us, what we pick up, what we handle, what is in focus. Instead of ambience, our phenomenal existence is governed by what we bring into the foreground of our lives. Our attention is, almost by definition, occupied not by what is ambient, but what is salient (Jaaniste, Approaching Ch. 1). So, when Brian Eno coined the term Ambient Music in the 1970s (see Burns; Radywyl; and Ensminger in this issue), he was doing something strange. He was bringing ambience, as an idea and in its palpable sonic dimension, into salience. The term, and the penchant for attuning and re-thinking our connections to our surroundings, caught on. By the end of the twentieth century, it was deemed by one book author worthy of being called the ambient century (Prendergast). Eno is undoubtedly the great populariser of the term, but there’s a backstory to ambience. If Spitzer’s detailed semantic analysis of ‘ambience’ and its counterpart ‘milieu’ published back in the 1940s is anything to go by, then Newtonian physics had a lot to do with how ambience entered into our Modern vernacular. Isaac Newton’s laws and theories of gravity and the cosmos offered up a quandary for science back then: vast amounts of empty space. Just like we now know that most of an atom is empty space, within which a few miserly electrons, protons, neutrons and other particle fly about (and doesn’t that seem weird given how solid everything feels?) so too it is with planets, stars, galaxies whose orbits traverse through the great vacuum of the universe. And that vacuum Newton called ambience. But maybe outer-space, and ambience, is not actually empty. There could be dark matter everywhere. Or other things not yet known, observed or accounted for. Certainly, the history of our thinking around ambience since its birth in physics has seen a shift from vacuity to great density and polyphony. Over time, several ‘spaces’ became associated with ambience, which we might think of as the great scapes of our contemporary lives: the natural environment, the built environment, the social world, the aesthetic worlds encountered ‘within’ artefacts, and the data-cloud. Now is not the time or place to give a detailed history of these discursive manoeuvres (although some key clues are given in Spizter; and also Jaaniste, Approaching). But a list of how the term has been taken up after Eno–across the arts, design, media and culture–reveals the broad tenets of ambience or, perhaps, the ambience of ambience. Nowadays we find talk of (in alphabetical order): ambient advertising (Quinion), aesthetics (Foster), architecture (CNRS; Sample), art (Desmarias; Heynen et al.), calculus (Cardelli), displays (Ambient Displays Reserch Group; Lund and Mikael; Vogel and Balakrishnan), fears (Papastergiadis), findability (Morville), informatics (Morville), intelligence (Weber et al.), media (Meeks), narratives (Levin), news (Hagreaves and Thomas), poetics (Morton), television (McCarthy), and video (Bizzocchi). There’s probably more. Time, then, to introduce the authors assembled for this special ‘ambient’ issue of M/C Journal. Writing from the globe, in Spain, Ukraine, Canada, United Sates, and New Zealand, and from cities across Australia, in Melbourne, Canberra and Perth, they draw on and update the ambience of ambience. Alison Bartlett, in our feature article, begins with bodies of flesh (and sweat and squinting) and bodies of thought (including Continental theory). She draws us into a personal, present tense and tensely present account of the way writing and thinking intertwine with our physical locality. The heat, light and weathered conditions of her place of writing, now Perth and previously Townsville, are evoked, as is some sort of teased out relation with Europe. If we are always immersed in our ambient conditions, does this effect and affect everything we do, and think? Bruce Arnold and Margalit Levin then shift gear, from the rural and natural to the densely mediated contemporary urban locale. Urban ambience, as they say, is no longer about learning to avoid (or love?) harsh industrial noises, but it’s about interactivity, surveillance and signalling. They ambivalently present the ambient city as a dialectic, where feeling connected and estranged go hand-in-hand. Next we explore one outcome or application of the highly mediated, iPhone and Twitter-populated city. Alfred Hermida has previously advanced the idea of ‘ambient journalism’ (Hermida, Twittering), and in his M/C Journal piece he outlines the shift from ambient news (which relies on multiple distribution points, but which relays news from a few professional sources) to a journalism that is ambiently distributed across citizens and non-professional para-journalists. Alex Burns takes up Hermida’s framework, but seeks to show how professional journalism might engage in complex ways with Twitter and other always-on, socially-networked data sources that make up the ‘awareness system’ of ambient journalism. Burns ends his provocative paper by suggesting that the creative processes of Brian Eno might be a model for flexible approaches to working with the ambient data fields of the Internet and social grid. Enter the data artist, the marginal doodler and the darkened museum. Pau Waelder examines the way artists have worked with data fields, helping us to listen, observe and embody what is normally ignored. David Ensminger gives a folklorist-inspired account of the way doodles occupy the ambient margins of our minds, personalities and book pages. And Natalia Radywyl navigates the experiences of those who encountered the darkened and ambiguously ambient Screen Gallery of the Australian Centre for Moving Image, and ponders on what this mean for the ‘new museum’. If the experience of doodles and darkened galleries is mainly an individual thing, the final two papers delve into the highly social forms of ambience. Pauline Cheong explores how one particular type of community, Christian churches in the United States, has embraced (and sometimes critiqued) the use of Twitter to facilitate the communal ambience, 140 characters at a time. Then Christine Teague with Lelia Green and David Leith report on the working lives of transit officers on duty on trains in Perth. This is a tough ambience, where issues of safety, fear, confusion and control impact on these workers as much as they try to influence the ambience of a public transport network. The final paper gives us something to pause on: ambience might be an interesting topic, but the ambience of some people and some places might be unpalatable or despairing. Ambience is morally ambivalent (it can be good, bad or otherwise), and this is something threading through many of the papers before us. Who gets to control our ambient surrounds? Who gets to influence them? Who gets to enjoy them, take advantage of them, ignore them? For better or worse. The way we live with, connect to and attune to the ambience of our lives might be crucially important. It might change us. And it might do so on many levels. As is now evident, all the great scapes, as I called them, have been taken up in this issue. We begin with the natural environment (Bartlett’s weather) and the urban built environment (Arnold and Levin; and also Radywyl). Then we enter the data-cloud (Herminda; Burns; Waelder, and also Cheong), shifting into the aesthetic artefact (Waelder; Ensminger; Radywyl), and then into the social sphere (Cheong; Teague, Green and Leith). Of course, all these scapes, and the authors’ concerns, overlap. Ambience is a multitude, and presses into us and through us in many ways. References Ambient Displays Research Group. “Ambient Displays Research Group.” 25 July 2006 ‹http://www.eecs.berkeley.edu/Research/Projects/CS/io/ambient/›. Bizzocchi, Jim. “Ambient Video: The Transformation of the Domestic Cinematic Experience.” Media Environments and the Liberal Arts Conference, 10-13 June 2004, Rochester Institute of Technology, New York. 26 July 2006 ‹http://www.dadaprocessing.com› [third version of this essay]. Cardelli, Luca. “Mobility and Security.” Lecture notes for Marktoberdorf Summer School 1999, summarising several Ambient Calculus papers by Luca Cardelli & Andrew Gordon. Foundations of Secure Computation. Eds. Friedrich L. Bauer and Ralf Steinbrüggen. NATO Science Series. Proceedings of the NATO Advanced Study Institute on Foundations of Secure Computation, Marktoberdorf, Germany, 27 July - 8 Aug. 1999. 3-37. ‹http://lucacardelli.name/Papers/Mobility%20and%20Security.A4.pdf›. CNRS. “UMR CNRS 1563: Ambiances architecturales et urbaines”. 2007. 9 Feb. 2007 ‹http://www.archi.fr/RECHERCHE/annuaireg/pdf/UMR1563.pdf›. Desmarias, Charles. “Nothing Compared to This: Ambient, Incidental and New Minimal Tendencies in Contemporary Art.” Catalogue essay for exhibition curated by Charles Desmarais at Cincinnati Contemporary Arts Center, 25 Sep. - 28 Nov. 2004. Foster, Cheryl. “The Narrative and the Ambient in Environmental Aesthetics.” Journal of Aesthetics & Art Criticism 56.2 (Spring 1998): 127-137. Hargreaves, Ian, and James Thomas. “New News, Old News.” ITC/BSC (October 2002). 3 May 2010 ‹http://legacy.caerdydd.ac.uk/jomec/resources/news.pdf›. Herminda, Alfred. “Twittering the News: The Emergence of Ambient Journalism.” Journalism Practice (11 March 2010). 3 May 2010 ‹http://www.informaworld.com/smpp/content~content=a919807525›. Heynen, Julian, Kasper Konig, and Stefani Jansen. Ambiance: Des deux cơtes du Rhin. To accompany an exhibition of the same name at K21 Kuntstsammlung NRW, Düsseldorf, 15 Oct. 2005 – 12 Feb. 2006. Köln: Snoeck. Jaaniste, Luke. Approaching the Ambient: Creative Practice and the Ambient Mode of Being. Doctoral thesis, Queensland University of Technology, 2007. 3 May 2010 ‹http://www.lukejaaniste.com/writings/phd›. Leunig, Michael. “Michael Leunig”. Enough Rope with Andrew Denton. ABC Television, 8 May 2006. 3 May 2010 ‹http://www.abc.net.au/tv/enoughrope/transcripts/s1632918.htm›. Lund, Andreas, and Mikael Wiberg. “Ambient Displays beyond Convention.” HCI 2004, The 18th British HCI Group Annual Conference, Leeds Metropolitan University, UK, 6-10 Sep. 2004. 18 Oct. 2005 ‹http://www.informatik.umu.se/~mwiberg/designingforattention_workshop_lund_wiberg.pdf›. Manovich, Lev. “Soft Cinema: Ambient Narratives.” Catalogue for the Soft Cinema Project presented at Future Cinema: The Cinemtic Imaginary after Film at ZKM Center for Art and Media in Karlsruhe, Germany, 16 Nov. 2002 - 30 March 2003. McCarthy, Anna. Ambient Television: Visual Culture and Public Space. Durham and London: Duke University Press, 2001. Meeks, Cyan. Ambient Media: Meanings and Implications. Masters of Fine Arts thesis, Graduate School of the State University of New York, Department of Media Study, August 2005. Morton, Timothy. “Why Ambient Poetics?: Outline for a Depthless Ecology.” The Wordsworth Circle 33.1 (Winter 2002): 52-56. Morville, Peter. Ambient Findability: What We Find Changes Who We Become. O’Reilly Media, 2005. Papastergiadis, Nikos. “Ambient Fears.” Artlink 32.1 (2003): 28-34. Prendergast, Mark. The Ambient Century: From Mahler to Trance, the Evolution of Sound in the Electronic Age. London: Bloomsbury, 2000. Quinion, Michael. “Ambient Advertising.” World Wide Words 5 Sep. 1998. 3 Aug. 2006 ‹http://www.worldwidewords.org/turnsofphrase/tp-amb1.htm›. Sample, Hilary. “Ambient Architecture: An Environmental Monitoring Station for Pasadena, California.” 306090 07: Landscape with Architecture. 306090 Architecture Journal 7 (Sep. 2004): 200-210. Spitzer, Leo. “Milieu and Ambiance: An Essay in Historical Semantics (Part 2).” Philosophy and Phenomenological Research 3.2 (Dec. 1942): 169–218. Vogel, Daniel, and Ravin Balakrishnan. “Interactive Public Ambient Displays: Transitioning from Implicit to Explicit, Public to Personal, Interaction with Multiple Users.” Proceedings of the 18th ACM Symposium on User Interface Software and Technology. Large Public Displays session, Santa Fe. New York: ACM Press. 137-146. Weber, W., J.M. Rabaey, and E. Aarts. Eds. Ambient Intelligence. Berlin: Springer, 2005.

Introduction Cookbooks are an exceptional written record of what is largely an oral tradition. They have been described as “magician’s hats” due to their ability to reveal much more than they seem to contain (Wheaton, “Finding”). The first book printed in Germany was the Guttenberg Bible in 1456 but, by 1490, printing was introduced into almost every European country (Tierney). The spread of literacy between 1500 and 1800, and the rise in silent reading, helped to create a new private sphere into which the individual could retreat, seeking refuge from the community (Chartier). This new technology had its effects in the world of cookery as in so many spheres of culture (Mennell, All Manners). Trubek notes that cookbooks are the texts most often used by culinary historians, since they usually contain all the requisite materials for analysing a cuisine: ingredients, method, technique, and presentation. Printed cookbooks, beginning in the early modern period, provide culinary historians with sources of evidence of the culinary past. Historians have argued that social differences can be expressed by the way and type of food we consume. Cookbooks are now widely accepted as valid socio-cultural and historic documents (Folch, Sherman), and indeed the link between literacy levels and the protestant tradition has been expressed through the study of Danish cookbooks (Gold). From Apicius, Taillevent, La Varenne, and Menon to Bradley, Smith, Raffald, Acton, and Beeton, how can both manuscript and printed cookbooks be analysed as historic documents? What is the difference between a manuscript and a printed cookbook? Barbara Ketchum Wheaton, who has been studying cookbooks for over half a century and is honorary curator of the culinary collection in Harvard’s Schlesinger Library, has developed a methodology to read historic cookbooks using a structured approach. For a number of years she has been giving seminars to scholars from multidisciplinary fields on how to read historic cookbooks. This paper draws on the author’s experiences attending Wheaton’s seminar in Harvard, and on supervising the use of this methodology at both Masters and Doctoral level (Cashman; Mac Con Iomaire, and Cashman). Manuscripts versus Printed Cookbooks A fundamental difference exists between manuscript and printed cookbooks in their relationship with the public and private domain. Manuscript cookbooks are by their very essence intimate, relatively unedited and written with an eye to private circulation. Culinary manuscripts follow the diurnal and annual tasks of the household. They contain recipes for cures and restoratives, recipes for cleansing products for the house and the body, as well as the expected recipes for cooking and preserving all manners of food. Whether manuscript or printed cookbook, the recipes contained within often act as a reminder of how laborious the production of food could be in the pre-industrialised world (White). Printed cookbooks draw oxygen from the very fact of being public. They assume a “literate population with sufficient discretionary income to invest in texts that commodify knowledge” (Folch). This process of commoditisation brings knowledge from the private to the public sphere. There exists a subset of cookbooks that straddle this divide, for example, Mrs. Rundell’s A New System of Domestic Cookery (1806), which brought to the public domain her distillation of a lifetime of domestic experience. Originally intended for her daughters alone, Rundell’s book was reprinted regularly during the nineteenth century with the last edition printed in 1893, when Mrs. Beeton had been enormously popular for over thirty years (Mac Con Iomaire, and Cashman). Barbara Ketchum Wheaton’s Structured Approach Cookbooks can be rewarding, surprising and illuminating when read carefully with due effort in understanding them as cultural artefacts. However, Wheaton notes that: “One may read a single old cookbook and find it immensely entertaining. One may read two and begin to find intriguing similarities and differences. When the third cookbook is read, one’s mind begins to blur, and one begins to sense the need for some sort of method in approaching these documents” (“Finding”). Following decades of studying cookbooks from both sides of the Atlantic and writing a seminal text on the French at table from 1300-1789 (Wheaton, Savouring the Past), this combined experience negotiating cookbooks as historical documents was codified, and a structured approach gradually articulated and shared within a week long seminar format. In studying any cookbook, regardless of era or country of origin, the text is broken down into five different groupings, to wit: ingredients; equipment or facilities; the meal; the book as a whole; and, finally, the worldview. A particular strength of Wheaton’s seminars is the multidisciplinary nature of the approaches of students who attend, which throws the study of cookbooks open to wide ranging techniques. Students with a purely scientific training unearth interesting patterns by developing databases of the frequency of ingredients or techniques, and cross referencing them with other books from similar or different timelines or geographical regions. Patterns are displayed in graphs or charts. Linguists offer their own unique lens to study cookbooks, whereas anthropologists and historians ask what these objects can tell us about how our ancestors lived and drew meaning from life. This process is continuously refined, and each grouping is discussed below. Ingredients The geographic origins of the ingredients are of interest, as is the seasonality and the cost of the foodstuffs within the scope of each cookbook, as well as the sensory quality both separately and combined within different recipes. In the medieval period, the use of spices and large joints of butchers meat and game were symbols of wealth and status. However, when the discovery of sea routes to the New World and to the Far East made spices more available and affordable to the middle classes, the upper classes spurned them. Evidence from culinary manuscripts in Georgian Ireland, for example, suggests that galangal was more easily available in Dublin during the eighteenth century than in the mid-twentieth century. A new aesthetic, articulated by La Varenne in his Le Cuisinier Francois (1651), heralded that food should taste of itself, and so exotic ingredients such as cinnamon, nutmeg, and ginger were replaced by the local bouquet garni, and stocks and sauces became the foundations of French haute cuisine (Mac Con Iomaire). Some combinations of flavours and ingredients were based on humoral physiology, a long held belief system based on the writings of Hippocrates and Galen, now discredited by modern scientific understanding. The four humors are blood, yellow bile, black bile, and phlegm. It was believed that each of these humors would wax and wane in the body, depending on diet and activity. Galen (131-201 AD) believed that warm food produced yellow bile and that cold food produced phlegm. It is difficult to fathom some combinations of ingredients or the manner of service without comprehending the contemporary context within they were consumeSome ingredients found in Roman cookbooks, such as “garum” or “silphium” are no longer available. It is suggested that the nearest substitute for garum also known as “liquamen”—a fermented fish sauce—would be Naam Plaa, or Thai fish sauce (Grainger). Ingredients such as tea and white bread, moved from the prerogative of the wealthy over time to become the staple of the urban poor. These ingredients, therefore, symbolise radically differing contexts during the seventeenth century than in the early twentieth century. Indeed, there are other ingredients such as hominy (dried maize kernel treated with alkali) or grahams (crackers made from graham flour) found in American cookbooks that require translation to the unacquainted non-American reader. There has been a growing number of food encyclopaedias published in recent years that assist scholars in identifying such commodities (Smith, Katz, Davidson). The Cook’s Workplace, Techniques, and Equipment It is important to be aware of the type of kitchen equipment used, the management of heat and cold within the kitchen, and also the gradual spread of the industrial revolution into the domestic sphere. Visits to historic castles such as Hampton Court Palace where nowadays archaeologists re-enact life below stairs in Tudor times give a glimpse as to how difficult and labour intensive food production was. Meat was spit-roasted in front of huge fires by spit boys. Forcemeats and purees were manually pulped using mortar and pestles. Various technological developments including spit-dogs, and mechanised pulleys, replaced the spit boys, the most up to date being the mechanised rotisserie. The technological advancements of two hundred years can be seen in the Royal Pavilion in Brighton where Marie-Antoinin Carême worked for the Prince Regent in 1816 (Brighton Pavilion), but despite the gleaming copper pans and high ceilings for ventilation, the work was still back breaking. Carême died aged forty-nine, “burnt out by the flame of his genius and the fumes of his ovens” (Ackerman 90). Mennell points out that his fame outlived him, resting on his books: Le Pâtissier Royal Parisien (1815); Le Pâtissier Pittoresque (1815); Le Maître d’Hôtel Français (1822); Le Cuisinier Parisien (1828); and, finally, L’Art de la Cuisine Française au Dix-Neuvième Siècle (1833–5), which was finished posthumously by his student Pluméry (All Manners). Mennell suggests that these books embody the first paradigm of professional French cuisine (in Kuhn’s terminology), pointing out that “no previous work had so comprehensively codified the field nor established its dominance as a point of reference for the whole profession in the way that Carême did” (All Manners 149). The most dramatic technological changes came after the industrial revolution. Although there were built up ovens available in bakeries and in large Norman households, the period of general acceptance of new cooking equipment that enclosed fire (such as the Aga stove) is from c.1860 to 1910, with gas ovens following in c.1910 to the 1920s) and Electricity from c.1930. New food processing techniques dates are as follows: canning (1860s), cooling and freezing (1880s), freeze drying (1950s), and motorised delivery vans with cooking (1920s–1950s) (den Hartog). It must also be noted that the supply of fresh food, and fish particularly, radically improved following the birth, and expansion of, the railways. To understand the context of the cookbook, one needs to be aware of the limits of the technology available to the users of those cookbooks. For many lower to middle class families during the twentieth century, the first cookbook they would possess came with their gas or electrical oven. Meals One can follow cooked dishes from the kitchen to the eating place, observing food presentation, carving, sequencing, and serving of the meal and table etiquette. Meal times and structure changed over time. During the Middle Ages, people usually ate two meals a day: a substantial dinner around noon and a light supper in the evening (Adamson). Some of the most important factors to consider are the manner in which meals were served: either à la française or à la russe. One of the main changes that occurred during the nineteenth century was the slow but gradual transfer from service à la française to service à la russe. From medieval times to the middle of the nineteenth century the structure of a formal meal was not by “courses”—as the term is now understood—but by “services”. Each service could comprise of a choice of dishes—both sweet and savoury—from which each guest could select what appealed to him or her most (Davidson). The philosophy behind this form of service was the forementioned humoral physiology— where each diner chose food based on the four humours of blood, yellow bile, black bile, or phlegm. Also known as le grand couvert, the à la française method made it impossible for the diners to eat anything that was beyond arm’s length (Blake, and Crewe). Smooth service, however, was the key to an effective à la russe dinner since servants controlled the flow of food (Eatwell). The taste and temperature of food took centre stage with the à la russe dinner as each course came in sequence. Many historic cookbooks offer table plans illustrating the suggested arrangement of dishes on a table for the à la française style of service. Many of these dishes might be re-used in later meals, and some dishes such as hashes and rissoles often utilised left over components of previous meals. There is a whole genre of cookbooks informing the middle class cooks how to be frugal and also how to emulate haute cuisine using cheaper or ersatz ingredients. The number dining and the manner in which they dined also changed dramatically over time. From medieval to Tudor times, there might be hundreds dining in large banqueting halls. By the Elizabethan age, a small intimate room where master and family dined alone replaced the old dining hall where master, servants, guests, and travellers had previously dined together (Spencer). Dining tables remained portable until the 1780s when tables with removable leaves were devised. By this time, the bread trencher had been replaced by one made of wood, or plate of pewter or precious metal in wealthier houses. Hosts began providing knives and spoons for their guests by the seventeenth century, with forks also appearing but not fully accepted until the eighteenth century (Mason). These silver utensils were usually marked with the owner’s initials to prevent their theft (Flandrin). Cookbooks as Objects and the World of Publishing A thorough examination of the manuscript or printed cookbook can reveal their physical qualities, including indications of post-publication history, the recipes and other matter in them, as well as the language, organization, and other individual qualities. What can the quality of the paper tell us about the book? Is there a frontispiece? Is the book dedicated to an employer or a patron? Does the author note previous employment history in the introduction? In his Court Cookery, Robert Smith, for example, not only mentions a number of his previous employers, but also outlines that he was eight years working with Patrick Lamb in the Court of King William, before revealing that several dishes published in Lamb’s Royal Cookery (1710) “were never made or practis’d (sic) by him and others are extreme defective and imperfect and made up of dishes unknown to him; and several of them more calculated at the purses than the Gôut of the guests”. Both Lamb and Smith worked for the English monarchy, nobility, and gentry, but produced French cuisine. Not all Britons were enamoured with France, however, with, for example Hannah Glasse asserting “if gentlemen will have French cooks, they must pay for French tricks” (4), and “So much is the blind folly of this age, that they would rather be imposed on by a French Booby, than give encouragement to an good English cook” (ctd. in Trubek 60). Spencer contextualises Glasse’s culinary Francophobia, explaining that whilst she was writing the book, the Jacobite army were only a few days march from London, threatening to cut short the Hanoverian lineage. However, Lehmann points out that whilst Glasse was overtly hostile to French cuisine, she simultaneously plagiarised its receipts. Based on this trickling down of French influences, Mennell argues that “there is really no such thing as a pure-bred English cookery book” (All Manners 98), but that within the assimilation and simplification, a recognisable English style was discernable. Mennell also asserts that Glasse and her fellow women writers had an enormous role in the social history of cooking despite their lack of technical originality (“Plagiarism”). It is also important to consider the place of cookbooks within the history of publishing. Albala provides an overview of the immense outpouring of dietary literature from the printing presses from the 1470s. He divides the Renaissance into three periods: Period I Courtly Dietaries (1470–1530)—targeted at the courtiers with advice to those attending banquets with many courses and lots of wine; Period II The Galenic Revival (1530–1570)—with a deeper appreciation, and sometimes adulation, of Galen, and when scholarship took centre stage over practical use. Finally Period III The Breakdown of Orthodoxy (1570–1650)—when, due to the ambiguities and disagreements within and between authoritative texts, authors were freer to pick the ideas that best suited their own. Nutrition guides were consistent bestsellers, and ranged from small handbooks written in the vernacular for lay audiences, to massive Latin tomes intended for practicing physicians. Albala adds that “anyone with an interest in food appears to have felt qualified to pen his own nutritional guide” (1). Would we have heard about Mrs. Beeton if her husband had not been a publisher? How could a twenty-five year old amass such a wealth of experience in household management? What role has plagiarism played in the history of cookbooks? It is interesting to note that a well worn copy of her book (Beeton) was found in the studio of Francis Bacon and it is suggested that he drew inspiration for a number of his paintings from the colour plates of animal carcasses and butcher’s meat (Dawson). Analysing the post-publication usage of cookbooks is valuable to see the most popular recipes, the annotations left by the owner(s) or user(s), and also if any letters, handwritten recipes, or newspaper clippings are stored within the leaves of the cookbook. The Reader, the Cook, the Eater The physical and inner lives and needs and skills of the individuals who used cookbooks and who ate their meals merit consideration. Books by their nature imply literacy. Who is the book’s audience? Is it the cook or is it the lady of the house who will dictate instructions to the cook? Numeracy and measurement is also important. Where clocks or pocket watches were not widely available, authors such as seventeenth century recipe writer Sir Kenelm Digby would time his cooking by the recitation of the Lord’s Prayer. Literacy amongst protestant women to enable them to read the Bible, also enabled them to read cookbooks (Gold). How did the reader or eater’s religion affect the food practices? Were there fast days? Were there substitute foods for fast days? What about special occasions? Do historic cookbooks only tell us about the food of the middle and upper classes? It is widely accepted today that certain cookbook authors appeal to confident cooks, while others appeal to competent cooks, and others still to more cautious cooks (Bilton). This has always been the case, as has the differentiation between the cookbook aimed at the professional cook rather than the amateur. Historically, male cookbook authors such as Patrick Lamb (1650–1709) and Robert Smith targeted the professional cook market and the nobility and gentry, whereas female authors such as Eliza Acton (1799–1859) and Isabella Beeton (1836–1865) often targeted the middle class market that aspired to emulate their superiors’ fashions in food and dining. How about Tavern or Restaurant cooks? When did they start to put pen to paper, and did what they wrote reflect the food they produced in public eateries? Conclusions This paper has offered an overview of Barbara Ketchum Wheaton’s methodology for reading historic cookbooks using a structured approach. It has highlighted some of the questions scholars and researchers might ask when faced with an old cookbook, regardless of era or geographical location. By systematically examining the book under the headings of ingredients; the cook’s workplace, techniques and equipment; the meals; cookbooks as objects and the world of publishing; and reader, cook and eater, the scholar can perform magic and extract much more from the cookbook than seems to be there on first appearance. References Ackerman, Roy. The Chef's Apprentice. London: Headline, 1988. Adamson, Melitta Weiss. Food in Medieval Times. Westport, Connecticut: Greenwood P, 2004. Albala, Ken. Eating Right in the Renaissance. Ed. Darra Goldstein. Berkeley: U of California P, 2002. Beeton, Isabella. Beeton's Book of Household Management. London: S. Beeton, 1861. 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The Art of Cookery Made Plain and Easy; Which Far Exceeds Anything of the Kind Ever Published. 4th Ed. London: The Author, 1745. Gold, Carol. Danish Cookbooks: Domesticity and National Identity, 1616-1901. Seattle: U of Washington P, 2007. Grainger, Sally. Cooking Apicius: Roman Recipes for Today. Totnes, Devon: Prospect, 2006. Hampton Court Palace. “The Tudor Kitchens.” 12 Jun 2013 ‹http://www.hrp.org.uk/HamptonCourtPalace/stories/thetudorkitchens› Katz, Solomon H. Ed. Encyclopedia of Food and Culture (3 Vols). New York: Charles Scribner’s Sons, 2003. Kuhn, T. S. The Structure of Scientific Revolutions. Chicago: U of Chicago P, 1962. Lamb, Patrick. Royal Cookery:Or. The Complete Court-Cook. London: Abel Roper, 1710. Lehmann, Gilly. “English Cookery Books in the 18th Century.” The Oxford Companion to Food. Ed. Alan Davidson. Oxford: Oxford U P, 1999. 277–9. Mac Con Iomaire, Máirtín. “The Changing Geography and Fortunes of Dublin’s Haute Cuisine Restaurants 1958–2008.” Food, Culture & Society 14.4 (2011): 525–45. Mac Con Iomaire, Máirtín, and Dorothy Cashman. “Irish Culinary Manuscripts and Printed Cookbooks: A Discussion.” Petit Propos Culinaires 94 (2011): 81–101. Mason, Laura. Food Culture in Great Britain. Ed. Ken Albala. Westport CT.: Greenwood P, 2004. Mennell, Stephen. All Manners of Food. 2nd ed. Chicago: U of Illinois P, 1996. ---. “Plagiarism and Originality: Diffusionism in the Study of the History of Cookery.” Petits Propos Culinaires 68 (2001): 29–38. Sherman, Sandra. “‘The Whole Art and Mystery of Cooking’: What Cookbooks Taught Readers in the Eighteenth Century.” Eighteenth Century Life 28.1 (2004): 115–35. Smith, Andrew F. Ed. The Oxford Companion to American Food and Drink. New York: Oxford U P, 2007. Spencer, Colin. British Food: An Extraordinary Thousand Years of History. London: Grub Street, 2004. Tierney, Mark. Europe and the World 1300-1763. Dublin: Gill and Macmillan, 1970. Trubek, Amy B. Haute Cuisine: How the French Invented the Culinary Profession. Philadelphia: U of Pennsylvania P, 2000. Wheaton, Barbara. “Finding Real Life in Cookbooks: The Adventures of a Culinary Historian”. 2006. Humanities Research Group Working Paper. 9 Sep. 2009 ‹http://www.phaenex.uwindsor.ca/ojs/leddy/index.php/HRG/article/view/22/27›. Wheaton, Barbara Ketcham. Savouring the Past: The French Kitchen and Table from 1300-1789. London: Chatto & Windus, 1983. White, Eileen, ed. The English Cookery Book: Historical Essays. Proceedings of the 16th Leeds Symposium on Food History 2001. Devon: Prospect, 2001.

Obsolescence is most frequently talked about in relation to the history of technology. A still-common way of understanding modernity is as a linear succession of emerging technologies which supersede existing ones, and which are themselves, in time, made redundant. The cycle of novelty and obsolescence underpins a narrative including episodes of human invention, mastery and eventual technological failure. Nevertheless, it makes technologies themselves the subjects of history, rather than the human beings whose choices frame their contingent births, shapings, adoptions and uses. Many have pointed out the extent to which this simplifies history, but this has made precious little impact, if the way in which many writers treat digital communications technologies is any guide. Professional new media evangelists, including media and cultural theorists who subscribe to what Turner describes as an entrenched “digital orthodoxy”, are nowadays wont to describing mass media – including all broadcast and print media – as “heritage” media. This neat rhetorical trick confirms all remaining manifestations and uses of such media as remnants of the past in the present, as curiosities, even perhaps as impediments to the “imaginary futures” (Barbrook) regularly projected onto new technologies. On the other hand, similar assumptions underlie narratives of decline and decay which attach themselves to new media technologies. Thus we can understand laments for the lost qualities (and quality) of old media from writers such as Andrew Keen, which themselves shape self-interested pronouncements about the decadence of the new communications environment from the highest echelons of established media (Hartigan). A history of scholarship from media historians has worked to try to nuance the contours of this oldest of modern stories, and to complicate the relationship between modernity, technological obsolescence, and social reality. Brian Winston’s work has shown how messy the business of invention and adoption is. Caroline Marvyn’s book When Old Technologies Were New showed how durable are the terms in which we are invited to link new technologies with progress. Lisa Gitelman’s Always Already New shows how complexly interweaved our understanding of media history is with our own media use. Collections like New Media, 1740-1915 and Residual Media have offered a number of theoretical critiques and case-studies which show the contemporary persistence of old media, and the recurrence of simplifying, totalising rhetorics of media history. More specifically, work like Sterne’s shows how contemplating obsolescence can give us a way of thinking about the downside of media change in terms of the problem of ecological damage in the form of e-waste. Most importantly for us, though, are those who use the category of obsolescence as a way of understanding that in the forward march of modernity, there are losers as well as winners. Watkins links technological obsolescence with the production of certain people, certain segments of the population as obsolescent. For him, obsolescent people can be understood as engaged in a “useless survival”, and are linked with obsolete technologies. David Simon, the creator of the television series The Wire, which richly depicted the “useless survival” of the city of Baltimore and its civic institutions, recently put this same position bluntly, linking obsolescence with class and race in contemporary America: these really are the excess people in America, we – our economy doesn't need them. We don't need ten or 15 percent of our population. And certainly the ones that are undereducated, that have been ill served by the inner city school system, that have been unprepared for the technocracy of the modern economy... The people most affected by this are black and brown and poor. It's the abandoned inner cores of our urban areas. And we don't, as we said before, economically, we don't need those people. The American economy doesn't need them. So, as long as they stay in their ghettos, and they only kill each other, we're willing to pay a police presence to keep them out of our America. (Moyers) Five series of The Wire showed the incapacity of police, labour unions, the school system, civic government and newspapers in serving those people who Zygmunt Bauman calls “human waste”, those who are “redundant” in the new economy. The decline of manufacturing industries, rapid advances in the capacity of communication technologies, and the troubled business models of “old media” have advantaged those with the skills and capacity to become “network capitalists” (Bradwell & Reeves) in the information era, but they have turned whole cities into what Bauman calls “waste yards”, wherein industries, social infrastructures and entire neighbourhoods are antiquated, surplus to requirements. In The Wire, those who are shown to benefit most readily from the collapse of these economic and social forces, from the improvements in networked communications, and the globalisation of trade are those who sell the drugs which have turned Baltimore’s inner city into a free-fire zone. Obsolescence, then, is a category which allows us to think about the destruction, or “useless persistence”, of the people, patterns of life and territories which are imbricated with those technologies which are seen as being past their prime. It allows us to think about the power that accrues to “early adopters” as against those who are forced to “make do” with older technologies, and how that power is often implicated in already-existing patterns of social disadvantage – how it maps onto existing class structures, or the horizontal inequalities of geography. But we can also think of the ways in which obsolete technologies are recuperated and celebrated, whether by resistant consumers or “fans” of a particular technology, or by the process whereby yesterday's trash is historicised and aestheticisied by collectors, curators and scholars. We also might reflect on our own practice as academics. To what extent are our traditional patterns of work lubricated and enhanced by digital processes, or are they themselves artefacts of the past. This issue of M/C Journal offers some specific meditations on the theme of obsolescence. The first three pieces think reflexively about the processes by which academics are credentialised and published. In our first feature, John Hartley wonders whether the passing of the traditional, paper scholarly journal as the main means for academic publication and community-building might not irrevocably change and even damage collegiality, and the way in which we understand our fields. Kate Bowles replies to Hartley in a piece which originated as a peer review of his paper, and which is published here at the request of both authors. For Bowles, Hartley’s focus on e-publishing and the obsolescence of paper journals is potentially a distraction – the real concern is the way in which bureaucratic rationality threatens to push organic forms of collegial behaviour into the dustbin of history. Donna Lee Brien argues that the traditional PhD may be obsolete, and it must change to reflect the needs of students, new models of learning, and the employment marketplace. The second group of articles asks questions about the inevitability of obsolescence, and case-studies of users pushing back against the obsolescence of favoured machines. In our second feature, Greg Shapley offers an expansive critique of the most fundamental recent narrative of obsolescence, which relies on the dichotomy of the analogue and the digital, and the supplanting of one by the other. Shapley complicates our history by relating the odd story of the fax machine. Peter Thomas shows how Super 8 cannot be approached simply, lazily as a fetishised object of nostalgia. He shows how Super 8 continues in use as a specialised filmmaking stock, but that its most crucial textural characteristics have been lost in the transition from widespread amateur use to professional applications. Huh and Ackerman discuss the determined resistance by users of the HP200LX PDA device to the discontinuation of the device. Our third set of articles rethink approaches to a technological field in which cycles of novelty and obsolescent are notoriously swift and prominent – computer games. James Newman unleashes an impassioned polemic regarding the need to preserve and archive “obsolete” games as an element of Britain’s and the world’s cultural heritage. Thompson, McAllister and Ruggill use their own efforts at curation and preservation as the starting point for a theoretical meditation on the relationships between nostalgia, collection and obsolescence. Chris Moore asks whether new methods of digital distribution might ameliorate one of the more pernicious side-effects of the games industry’s relentless focus on novelty – e-waste. He looks at the online distribution platform Steam as a venue where both hardware and software obsolescence may be countered and complicated by weightless distribution and the “long tail” effect. While acknowledging continuing concerns with Steam – for example concerns about user privacy – Moore wonders whether online distribution might make the more wasteful aspects of structured obsolescence, well, obsolete. Together, these articles make a contribution to a reorientation that’s already underway in media and cultural studies. It’s arguable that cultural and media studies perennial fetishisation of “youth”, subcultural and the new have been intensified by the shift to a focus on new media technologies. Perhaps this has been at the expense of a focus on the old, the ordinary, and what happened the day before yesterday. (Driscoll and Gregg) A focus on obsolescence allows us to count the complex costs of our perennial impulse to novelty. It allows us to think through the series of revaluations that technologies typically undergo as they pass from being the newest thing, to junk, to collectable. It helps us to think about the relationships between technology use and the social position of users. We present this as the first step in our own effort to bring a greater focus to the issues thrown up when we think about the obsolete. We hope you will enjoy this issue when it’s new, and not discard it lightly when the next one comes along. References Acland, Charles, ed. Residual Media. Minneapolis: University of Minnesota Press, 2007. Barbrook, Richard. Imaginary Futures: From Thinking Machines to the Global Village. London: Pluto, 2007. Bauman, Zygmunt. Wasted Lives: Modernity and its Outcasts. London: John Wiley and Sons, 2003. Bradwell, Peter, and Richard Reeves. Network Citizens: Power and Responsibility at Work. London: Demos, 2009. Driscoll, Catherine, and Melissa Gregg. “The YouTube Generation: Moral Panic, Youth Culture and Internet Studies” in Usha Rodrigues (ed) Youth and Media in the Asia-Pacific Region. Cambridge: Cambridge Scholars Press. 2008. Gitelman, Lisa. Always Already New: Media, History and the Data of Culture. Boston: MIT Press. Hartigan, John. “John Hartigan address to the National Press Club.” news.com.au. 9 July 2009 ‹http://www.news.com.au/heraldsun/story/0,21985,25718006-661,00.html›. Keen, Andrew. The Cult of the Amateur: How Today's Internet is Killing Our Culture. New York: Doubleday, 2007. Marvin, Carolyn. When Old Technologies Were New: Rethinking Electric Communication in the Nineteenth Century. Oxford: OUP, 1990. Moyers, Bill. “David Simon: Transcript.” Bill Moyers Journal. 9 July 2009 ‹http://www.pbs.org/cove-media/http/PBS_CP_Bill_Moyers/58/1000/transcript1.html›. Sterne, Jonathan. “Out With the Trash: On the Future of New Media.” Residual Media. Ed Charles Acland. Minneapolis: University of Minnesota Press, 2007. Turner, Graeme. “Television and the Nation: Does This Matter Anymore?” Television Studies After TV. Ed Graeme Turner and Jinna Tay. London and New York: Routledge, 2009. Watkins, Evan. Throwaways: Work, Culture and Consumer Education. Stanford: Stanford University Press, 1993. Winston, Brian. Media, Technology and Society: A History: From the Telegraph to the Internet. New York and London: Routledge, 1998.

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

Saturday, 24 July 1971, Tower Mill Hotel The man jiggles the brick, gauges its weight. His stout hand, a flash of his watch dial, the sleeve rolled back, muscles on the upper arm bundled tight. His face half-erased by the dark. There’s something going on beneath the surface that Murray can’t grasp. He thinks of the three witches in Polanski’s Macbeth, huddled together on the beach, digging a circle in the sand with bare hands, unwrapping their filthy bundle. A ritual. The brick’s in the air and it’s funny but Murray expected it to spin but it doesn’t, it holds its position, arcs forward, as though someone’s taken the sky and pulled it sideways to give the impression of movement, like those chase scenes in the Punch and Judy shows you don’t see anymore. The brick hits the cement and fractures. Red dust on cops’ shined shoes. Murray feels the same sense of shock he’d felt, sitting in the sagging canvas seat at one of his film nights, recognising the witches’ bundle, a severed human arm, hacked off just before the elbow; both times looking so intently, he had no distance or defence when the realisation came. ‘What is it?’ says Lan. Murray points to the man who threw the brick but she is looking the other way, at a cop in a white riot helmet, head like a globe, swollen up as though bitten. Lan stands on Murray’s feet to see. The pig yells through a megaphone: ‘You’re occupying too much of the road. It’s illegal. Step back. Step back.’ Lan’s back is pressed against Murray’s stomach; her bum fits snugly to his groin. He resists the urge to plant his cold hands on her warm stomach, to watch her squirm. She turns her head so her mouth is next to his ear, says, ‘Don’t move.’ She sounds winded, her voice without force. He’s pinned to the ground by her feet. Again, ‘Step back. Step back.’ Next to him, Roger begins a chant. ‘Springboks,’ he yells, the rest of the crowd picking up the chant, ‘out now!’ ‘Springboks!’ ‘Out now!’ Murray looks up, sees a hand pressed against the glass in one of the hotel’s windows, quickly withdrawn. The hand belongs to a white man, for sure. It must be one of the footballers, although the gesture is out of keeping with his image of them. Too timid. He feels tired all of a sudden. But Jacobus Johannes Fouché’s voice is in his head, these men—the Springboks—represent the South African way of life, and the thought of the bastard Bjelke inviting them here. He, Roger and Lan were there the day before when the footballers pulled up outside the Tower Mill Hotel in a black and white bus. ‘Can you believe the cheek of those bastards?’ said Roger when they saw them bounding off the bus, legs the span of Murray’s two hands. A group of five Nazis had been lined up in front of the glass doors reflecting the city, all in uniform: five sets of white shirts and thin black ties, five sets of khaki pants and storm-trooper boots, each with a red sash printed with a black and white swastika tied around their left arms, just above the elbow. The Springboks strode inside, ignoring the Nazi’s salute. The protestors were shouting. An apple splattered wetly on the sidewalk. Friday, 7 April 1972, St Lucia Lan left in broad daylight. Murray didn’t know why this upset him, except that he had a vague sense that she should’ve gone in the night time, under the cover of dark. The guilty should sneak away, with bowed heads and faces averted, not boldly, as though going for an afternoon walk. Lan had pulled down half his jumpers getting the suitcase from the top of the cupboard. She left his clothes scattered across the bedroom, victims of an explosion, an excess of emotion. In the two days after Lan left, Murray scours the house looking for some clue to where she was, maybe a note to him, blown off the table in the wind, or put down and forgotten in the rush. Perhaps there was a letter from her parents, bankrupt, demanding she return to Vietnam. Or a relative had died. A cousin in the Viet Cong napalmed. He finds a packet of her tampons in the bathroom cupboard, tries to flush them down the toilet, but they keep floating back up. They bloat; the knotted strings make them look like some strange water-dwelling creature, paddling in the bowl. He pees in the shower for a while, but in the end he scoops the tampons back out again with the holder for the toilet brush. The house doesn’t yield anything, so he takes to the garden, circles the place, investigates its underbelly. The previous tenant had laid squares of green carpet underneath, off-cuts that met in jagged lines, patches of dirt visible. Murray had set up two sofas, mouldy with age, on the carpeted part, would invite his friends to sit with him there, booze, discuss the state of the world and the problem with America. Roger rings in the afternoon, says, ‘What gives? We were supposed to have lunch.’ Murray says, ‘Lan’s left me.’ He knows he will cry soon. ‘Oh Christ. I’m so sorry,’ says Roger. Murray inhales, snuffs up snot. Roger coughs into the receiver. ‘It was just out of the blue,’ says Murray. ‘Where’s she gone?’ ‘I don’t know.’ ‘She didn’t say anything?’ ‘No,’ says Murray. ‘She could be anywhere. Maybe you should call the police, put in a missing report,’ says Roger. ‘I’m not too friendly with the cops,’ says Murray, and coughs. ‘You sound a bit crook. I’ll come over,’ says Roger. ‘That’d be good,’ says Murray. Roger turns up at the house an hour later, wearing wide pants and a tight collared shirt with thick white and red stripes. He’s growing a moustache, only cuts his hair when he visits his parents. Murray says, ‘I’ll make us a cuppa.’ Roger nods, sits down at the vinyl table with his hands resting on his knees. He says, ‘Are you coming to 291 on Sunday?’ 291 St Paul’s Terrace is the Brisbane Communist Party’s headquarters. Murray says, ‘What’s on?’ ‘Billy needs someone to look after the bookshop.’ Murray gives Roger a mug of tea, sits down with his own mug between his elbows, and cradles his head in his hands so his hair falls over his wrists. After a minute, Roger says, ‘Does her family know?’ Murray makes a strange noise through his hands. ‘I don’t even know how to contact them,’ he says. ‘She wrote them letters—couldn’t afford to phone—but she’s taken everything with her. The address book. Everything.’ Murray knows nothing of the specifics of Lan’s life before she met him. She was the first Asian he’d ever spoken to. She wore wrap-around skirts that changed colour in the sun; grew her hair below the waist; sat in the front row in class and never spoke. He liked the shape of her calf as it emerged from her skirt. He saw her on the great lawn filming her reflection in a window with a Sony Portapak and knew that he wanted her more than anything. Murray seduced her by saying almost nothing and touching her as often as he could. He was worried about offending her. What reading he had done made him aware of his own ignorance, and his friend in Psych told him that when you touch a girl enough — especially around the aureole — a hormone is released that bonds them to you, makes them sad when you leave them or they leave you. In conversation, Murray would put his hand on Lan’s elbow, once on the top of her head. Lan was ready to be seduced. Murray invited her to a winter party in his backyard. They kissed next to the fire and he didn’t notice until the next morning that the rubber on the bottom of his shoe melted in the flames. She moved into his house quickly, her clothes bundled in three plastic bags. He wanted her to stay in bed with him all day, imagined he was John Lennon and she Yoko Ono. Their mattress became a soup of discarded clothes, bread crumbs, wine stains, come stains, ash and flakes of pot. He resented her when she told him that she was bored, and left him, sheets pulled aside to reveal his erection, to go to class. Lan tutored high-schoolers for a while, but they complained to their mothers that they couldn’t understand her accent. She told him her parents wanted her to come home. The next night he tidied the house, and cooked her dinner. Over the green peas and potato—Lan grated ginger over hers, mixed it with chili and soy sauce, which she travelled all the way to Chinatown on a bus to buy—Murray proposed. They were married in the botanic gardens, surrounded by Murray’s friends. The night before his father called him up and said, ‘It’s not too late to get out of it. You won’t be betraying the cause.’ Murray said, ‘You have no idea what this means to me,’ and hung up on him. Sunday, 9 April 1972, 291 St Paul’s Terrace Murray perches on the backless stool behind the counter in The People’s Bookshop. He has the sense he is on the brink of something. His body is ready for movement. When a man walks into the shop, Murray panics because Billy hadn’t shown him how to use the cash register. He says, ‘Can I help?’ anyway. ‘No,’ says the man. The man walks the length of the shelves too fast to read the titles. He stops at a display of Australiana on a tiered shelf, slides his hand down the covers on display. He pauses at Crocodile Hunt. The cover shows a drawing of a bulky crocodile, scaled body bent in an S, its jaws under the man’s thumb. He picks it up, examines it. Murray thinks it odd that he doesn’t flip it over to read the blurb. He walks around the whole room once, scanning the shelves, reaches Murray at the counter and puts the book down between them. Murray picks it up, turns it over, looking for a price. It’s stuck on the back in faded ink. He opens his mouth to tell the man how much, and finds him staring intently at the ceiling. Murray looks up too. A hairline crack runs along the surface and there are bulges in the plaster where the wooden framework’s swollen. It’s lower than Murray remembers. He thinks that if he stood on his toes he could reach it with the tips of his fingers. Murray looks down again to find the man staring at him. Caught out, Murray mutters the price, says, ‘You don’t have it in exact change, do you?’ The man nods, fumbles around in his pocket for a bit and brings out a note, which he lays at an angle along the bench top. He counts the coins in the palm of his hand. He makes a fist around the coins, brings his hand over the note and lets go. The coins fall, clinking, over the bench. One spins wildly, rolls past Murray’s arm and across the bench. Murray lets it fall. He recognises the man now; it is the act of release that triggers the memory, the fingers spread wide, the wrist bent, the black watch band. This is the man who threw the brick in the Springbok protest. Dead set. He looks up again, expecting to see the same sense of recognition in the man, but he is walking out of the shop. Murray follows him outside, leaving the door open and the money still on the counter. The man is walking right along St Paul’s Terrace. He tucks the book under his arm to cross Barry Parade, as though he might need both hands free to wave off the oncoming traffic. Murray stands on the other side of the road, unsure of what to do. When Murray came outside, he’d planned to hail the man, tell him he recognised him from the strike and was a fellow comrade. They give discounts to Communist Party members. Outside the shop, it strikes him that perhaps the man is not one of them at all. Just because he was at the march doesn’t make him a communist. Despite the unpopularity of the cause —‘It’s just fucking football,’ one of Murray’s friends had said. ‘What’s it got to do with anything?’— there had been many types there, a mixture of labour party members; unionists; people in the Radical Club and the Eureka Youth League; those not particularly attached to anyone. He remembers again the brick shattered on the ground. It hadn’t hit anyone, but was an incitement to violence. This man is dangerous. Murray is filled again with nervous energy, which leaves him both dull-witted and super-charged, as though he is a wind-up toy twisted tight and then released, unable to do anything but move in the direction he’s facing. He crosses the road about five metres behind the man, sticks to the outer edge of the pavement, head down. If he moves his eyes upwards, while still keeping his neck lowered, he can see the shoes of the man, his white socks flashing with each step. The man turns the corner into Brunswick Street. He stops at a car parked in front of the old Masonic Temple. Murray walks past fast, unsure of what to do next. The Temple’s entry is set back in the building, four steps leading up to a red door. Murray ducks inside the alcove, looks up to see the man sitting in the driver’s seat pulling out the pages of Crocodile Hunt and feeding them through the half wound-down window where they land, fanned out, on the road. When he’s finished dismembering the book, the man spreads the page-less cover across the back of the car. The crocodile, snout on the side, one eye turned outwards, stares out into the street. The man flicks the ignition and drives, the pages flying out and onto the road in his wake. Murray sits down on the steps of the guild and smokes. He isn’t exactly sure what just happened. The man must have bought the book just because he liked the picture on the front of the cover. But it’s odd though that he had bothered to spend so much just for one picture. Murray remembers how he had paced the shop and studiously examined the ceiling. He’d given the impression of someone picking out furniture for the room, working out the dimensions so some chair or table would fit. A cough. Murray looks up. The man’s standing above him, his forearm resting on the wall, elbow bent. His other arm hangs at his side, hand bunched up around a bundle of keys. ‘I wouldn’t of bothered following me, if I was you,’ the man says. ‘The police are on my side. Special branch are on my side.’ He pushes himself off the wall, stands up straight, and says, ‘Heil Hitler.’ Tuesday April 19, 1972, 291 St Paul’s Terrace Murray brings his curled fist down on the door. It opens with the force of his knock and he feels like an idiot for even bothering. The hallway’s dark. Murray runs into a filing cabinet, swears, and stands in the centre of the corridor, with his hand still on the cabinet, calling, ‘Roger! Roger!’ Murray told Roger he’d come here when he called him. Murray was walking back from uni, and on the other side of the road to his house, ready to cross, he saw there was someone standing underneath the house, looking out into the street. Murray didn’t stop. He didn’t need to. He knew it was the man from the bookshop, the Nazi. Murray kept walking until he reached the end of the street, turned the corner and then ran. Back on campus, he shut himself in a phone box and dialed Roger’s number. ‘I can’t get to my house,’ Murray said when Roger picked up. ‘Lock yourself out, did you?’ said Roger. ‘You know that Nazi? He’s back again.’ ‘I don’t get it,’ said Roger. ‘It doesn’t matter. I need to stay with you,’ said Murray. ‘You can’t. I’m going to a party meeting.’ ‘I’ll meet you there.’ ‘Ok. If you want.’ Roger hung up. Now, Roger stands framed in the doorway of the meeting room. ‘Hey Murray, shut up. I can hear you. Get in here.’ Roger switches on the hallway light and Murray walks into the meeting room. There are about seven people, sitting on hard metal chairs around a long table. Murray sits next to Roger, nods to Patsy, who has nice breasts but is married. Vince says, ‘Hi, Murray, we’re talking about the moratorium on Friday.’ ‘You should bring your pretty little Vietnamese girl,’ says Billy. ‘She’s not around anymore,’ says Roger. ‘That’s a shame,’ says Patsy. ‘Yeah,’ says Murray. ‘Helen Dashwood told me her school has banned them from wearing moratorium badges,’ says Billy. ‘Far out,’ says Patsy. ‘We should get her to speak at the rally,’ says Stella, taking notes, and then, looking up, says, ‘Can anyone smell burning?’ Murray sniffs, says ‘I’ll go look.’ They all follow him down the hall. Patsy says, behind him, ‘Is it coming from the kitchen?’ Roger says, ‘No,’ and then the windows around them shatter. Next to Murray, a filing cabinet buckles and twists like wet cardboard in the rain. A door is blown off its hinges. Murray feels a moment of great confusion, a sense that things are sliding away from him spectacularly. He’s felt this once before. He wanted Lan to sit down with him, but she said she didn’t want to be touched. He’d pulled her to him, playfully, a joke, but he was too hard and she went limp in his hands. Like she’d been expecting it. Her head hit the table in front of him with a sharp, quick crack. He didn’t understand what happened; he had never experienced violence this close. He imagined her brain as a line drawing with the different sections coloured in, like his Psych friend had once showed him, except squashed in at the bottom. She had recovered, of course, opened her eyes a second later to him gasping. He remembered saying, ‘I just want to hold you. Why do you always do this to me?’ and even to him it hadn’t made sense because he was the one doing it to her. Afterwards, Murray had felt hungry, but couldn’t think of anything that he’d wanted to eat. He sliced an apple in half, traced the star of seeds with his finger, then decided he didn’t want it. He left it, already turning brown, on the kitchen bench. Author’s Note No one was killed in the April 19 explosion, nor did the roof fall in. The bookstore, kitchen and press on the first floor of 291 took the force of the blast (Evans and Ferrier). The same night, a man called The Courier Mail (1) saying he was a member of a right wing group and had just bombed the Brisbane Communist Party Headquarters. He threatened to bomb more on Friday if members attended the anti-Vietnam war moratorium that day. He ended his conversation with ‘Heil Hitler.’ Gary Mangan, a known Nazi party member, later confessed to the bombing. He was taken to court, but the Judge ruled that the body of evidence was inadmissible, citing a legal technicality. Mangan was not charged.Ian Curr, in his article, Radical Books in Brisbane, publishes an image of the Communist party quarters in Brisbane. The image, entitled ‘After the Bomb, April 19 1972,’ shows detectives interviewing those who were in the building at the time. One man, with his back to the camera, is unidentified. I imagined this unknown man, in thongs with the long hair, to be Murray. It is in these gaps in historical knowledge that the writer of fiction is free to imagine. References “Bomb in the Valley, Then City Shots.” The Courier Mail 20 Apr. 1972: 1. Curr, Ian. Radical Books in Brisbane. 2008. 24 Jun. 2011 < http://workersbushtelegraph.com.au/2008/07/18/radical-books-in-brisbane/ >. Evans, Raymond, and Carole Ferrier. Radical Brisbane: An Unruly History. Brisbane: Vulgar Press, 2004.

This essay combines life writing with meditations on the significance of walking as integral to the ritual practice of pilgrimage, where the individual improves her soul or health through the act of walking to a shrine containing healing relics of a saint. Braiding together insights from medieval literature, contemporary ecocriticism, and memory studies, I reflect on my own pilgrimage practice as it impacts the land itself. Canterbury, England serves as the central shrine for four pilgrimages over decades: 1966, 1994, 1997, and 2003.The act of memory was not invented in the Anthropocene. Rather, the nonhuman world has taught humans how to remember. From ice-core samples retaining the history of Europe’s weather to rocks embedded with fossilized extinct species, nonhuman actors literally petrifying or freezing the past—from geologic sites to frozen water—become exposed through the process of anthropocentric discovery and human interference. The very act of human uncovery and analysis threatens to eliminate the nonhuman actor which has hospitably shared its own experience. How can humans script nonhuman memory?As for the history of memory studies itself, a new phase is arguably beginning, shifting from “the transnational, transcultural, or global to the planetary; from recorded to deep history; from the human to the nonhuman” (Craps et al. 3). Memory studies for the Anthropocene can “focus on the terrestrialized significance of (the historicized) forms of remembrance but also on the positioning of who is remembering and, ultimately, which ‘Anthropocene’ is remembered” (Craps et al. 5). In this era of the “self-conscious Anthropocene” (Craps et al. 6), narrative itself can focus on “the place of nonhuman beings in human stories of origins, identity, and futures point to a possible opening for the methods of memory studies” (Craps et al. 8). The nonhuman on the paths of this essay range from the dirt on the path to the rock used to build the sacred shrine, the ultimate goal. How they intersect with human actors reveals how the “human subject is no longer the one forming the world, but does indeed constitute itself through its relation to and dependence on the object world” (Marcussen 14, qtd. in Rodriguez 378). Incorporating “nonhuman species as objects, if not subjects, of memory [...] memory critics could begin by extending their objects to include the memory of nonhuman species,” linking both humans and nonhumans in “an expanded multispecies frame of remembrance” (Craps et al. 9). My narrative—from diaries recording sacred journey to a novel structured by pilgrimage—propels motion, but also secures in memory events from the past, including memories of those nonhuman beings I interact with.Childhood PilgrimageThe little girl with brown curls sat crying softly, whimpering, by the side of the road in lush grass. The mother with her soft brown bangs and an underflip to her hair told the story of a little girl, sitting by the side of the road in lush grass.The story book girl had forgotten her Black Watch plaid raincoat at the picnic spot where she had lunched with her parents and two older brothers. Ponchos spread out, the family had eaten their fresh yeasty rolls, hard cheese, apples, and macaroons. The tin clink of the canteen hit their teeth as they gulped metallic water, still icy cold from the taps of the ancient inn that morning. The father cut slices of Edam with his Swiss army knife, parsing them out to each child to make his or her own little sandwich. The father then lay back for his daily nap, while the boys played chess. The portable wooden chess set had inlaid squares, each piece no taller than a fingernail paring. The girl read a Junior Puffin book, while the mother silently perused Agatha Christie. The boy who lost at chess had to play his younger sister, a fitting punishment for the less able player. She cheerfully played with either brother. Once the father awakened, they packed up their gear into their rucksacks, and continued the pilgrimage to Canterbury.Only the little Black Watch plaid raincoat was left behind.The real mother told the real girl that the story book family continued to walk, forgetting the raincoat until it began to rain. The men pulled on their ponchos and the mother her raincoat, when the little girl discovered her raincoat missing. The story book men walked two miles back while the story book mother and girl sat under the dripping canopy of leaves provided by a welcoming tree.And there, the real mother continued, the storybook girl cried and whimpered, until a magic taxi cab in which the father and boys sat suddenly appeared out of the mist to drive the little girl and her mother to their hotel.The real girl’s eyes shone. “Did that actually happen?” she asked, perking up in expectation.“Oh, yes,” said the real mother, kissing her on the brow. The girl’s tears dried. Only the plops of rain made her face moist. The little girl, now filled with hope, cuddled with her mother as they huddled together.Without warning, out of the mist, drove up a real magic taxi cab in which the real men sat. For magic taxi cabs really exist, even in the tangible world—especially in England. At the very least, in the England of little Susie’s imagination.Narrative and PilgrimageMy mother’s tale suggests how this story echoes in yet another pilgrimage story, maintaining a long tradition of pilgrimage stories embedded within frame tales as far back as the Middle Ages.The Christian pilgrim’s walk parallels Christ’s own pilgrimage to Emmaus. The blisters we suffer echo faintly the lash Christ endured. The social relations of the pilgrim are “diachronic” (Alworth 98), linking figures (Christ) from the past to the now (us, or, during the Middle Ages, William Langland’s Piers Plowman or Chaucer’s band who set out from Southwark). We embody the frame of the vera icon, the true image, thus “conjur[ing] a site of simultaneity or a plane of immanence where the actors of the past [...] meet those of the future” (Alworth 99). Our quotidian walk frames the true essence or meaning of our ambulatory travail.In 1966, my parents took my two older brothers and me on the Pilgrims’ Way—not the route from London to Canterbury that Chaucer’s pilgrims would have taken starting south of London in Southwark, rather the ancient trek from Winchester to Canterbury, famously chronicled in The Old Road by Hilaire Belloc. The route follows along the south side of the Downs, where the muddy path was dried by what sun there was. My parents first undertook the walk in the early 1950s. Slides from that pilgrimage depict my mother, voluptuous in her cashmere twinset and tweed skirt, as my father crosses a stile. My parents, inspired by Chaucer’s Canterbury Tales, decided to walk along the traditional Pilgrims’ Way to Canterbury. Story intersects with material traversal over earth on dirt-laden paths.By the time we children came along, the memories of that earlier pilgrimage resonated with my parents, inspiring them to take us on the same journey. We all carried our own rucksacks and walked five or six miles a day. Concerning our pilgrimage when I was seven, my mother wrote in her diary:As good pilgrims should, we’ve been telling tales along the way. Yesterday Jimmy told the whole (detailed) story of That Darn Cat, a Disney movie. Today I told about Stevenson’s Travels with a Donkey, which first inspired me to think of walking trips and everyone noted the resemblance between Stevenson’s lovable, but balky, donkey and our sweet Sue. (We hadn’t planned to tell tales, but they just happened along the way.)I don’t know how sweet I was; perhaps I was “balky” because the road was so hard. Landscape certainly shaped my experience.As I wrote about the pilgrimage in my diary then, “We went to another Hotel and walked. We went and had lunch at the Boggly [booglie] place. We went to a nother hotel called The Swan with fether Quits [quilts]. We went to the Queens head. We went to the Gest house. We went to aother Hotle called Srping wells and my tooth came out. We saw some taekeys [turkeys].” The repetition suggests how pilgrimage combines various aspects of life, from the emotional to the physical, the quotidian (walking and especially resting—in hotels with quilts) with the extraordinary (newly sprung tooth or the appearance of turkeys). “[W]ayfaring abilities depend on an emotional connection to the environment” (Easterlin 261), whether that environment is modified by humans or even manmade, inhabited by human or nonhuman actors. How can one model an “ecological relationship between humans and nonhumans” in narrative (Rodriguez 368)? Rodriguez proposes a “model of reading as encounter [...] encountering fictional story worlds as potential models” (Rodriguez 368), just as my mother did with the Magic Taxi Cab story.Taxis proliferate in my childhood pilgrimage. My mother writes in 1966 in her diary of journeying along the Pilgrims’ Way to St. Martha’s on the Hill. “Susie was moaning and groaning under her pack and at one desperate uphill moment gasped out, ‘Let’s take a taxi!’ – our highborn lady as we call her. But we finally made it.” “Martha’s”, as I later learned, is a corruption of “Martyrs”, a natural linguistic decay that developed over the medieval period. Just as the vernacular textures pilgrimage poems in the fourteeth century, the common tongue in all its glorious variety seeps into even the quotidian modern pilgrim’s journey.Part of the delight of pilgrimage lies in the characters one meets and the languages they speak. In 1994, the only time my husband and I cheated on a strictly ambulatory sacred journey occurred when we opted to ride a bus for ten miles where walking would have been dangerous. When I ask the bus driver if a stop were ours, he replied, “I'll give you a shout, love.” As though in a P. G. Wodehouse novel, when our stop finally came, he cried out, “Cheerio, love” to me and “Cheerio, mate” to Jim.Language changes. Which is a good thing. If it didn’t, it would be dead, like those martyrs of old. Like Latin itself. Disentangling pilgrimage from language proves impossible. The healthy ecopoetics of languages meshes with the sustainable vibrancy of the land we traverse.“Nettles of remorse…”: Derek Walcott, The Bounty Once my father had to carry me past a particularly tough patch of nettles. As my mother tells it, we “went through orchards and along narrow woodland path with face-high nettles. Susie put a scarf over her face and I wore a poncho though it was sunny and we survived almost unscathed.” Certain moments get preserved by the camera. At age seven in a field outside of Wye, I am captured in my father’s slides surrounded by grain. At age thirty-five, I am captured in film by my husband in the same spot, in the identical pose, though now quite a bit taller than the grain. Three years later, as a mother, I in turn snap him with a backpack containing baby Sarah, grumpily gazing off over the fields.When I was seven, we took off from Detling. My mother writes, “set off along old Pilgrims’ Way. Road is paved now, but much the same as fifteen years ago. Saw sheep, lambs, and enjoyed lovely scenery. Sudden shower sent us all to a lunch spot under trees near Thurnham Court, where we huddled under ponchos and ate happily, watching the weather move across the valley. When the sun came to us, we continued on our way which was lovely, past sheep, etc., but all on hard paved road, alas. Susie was a good little walker, but moaned from time to time.”I seem to whimper and groan a lot on pilgrimage. One thing is clear: the physical aspects of walking for days affected my phenomenological response to our pilgrimage which we’d undertaken both as historical ritual, touristic nature hike, and what Wendell Berry calls a “secular pilgrimage” (402), where the walker seeks “the world of the Creation” (403) in a “return to the wilderness in order to be restored” (416). The materiality of my experience was key to how I perceived this journey as a spiritual, somatic, and emotional event. The link between pilgrimage and memory, between pilgrimage poetics and memorial methods, occupies my thoughts on pilgrimage. As Nancy Easterlin’s work on “cognitive ecocriticism” (“Cognitive” 257) contends, environmental knowledge is intimately tied in with memory (“Cognitive” 260). She writes: “The advantage of extensive environmental knowledge most surely precipitates the evolution of memory, necessary to sustain vast knowledge” (“Cognitive” 260). Even today I can recall snatches of moments from that trip when I was a child, including the telling of tales.Landscape not only changes the writer, but writing transforms the landscape and our interaction with it. As Valerie Allen suggests, “If the subject acts upon the environment, so does the environment upon the subject” (“When Things Break” 82). Indeed, we can understand the “road as a strategic point of interaction between human and environment” (Allen and Evans 26; see also Oram)—even, or especially, when that interaction causes pain and inflames blisters. My relationship with moleskin on my blasted and blistered toes made me intimately conscious of my body with every step taken on the pilgrimage route.As an adult, my boots on the way from Winchester to Canterbury pinched and squeezed, packed dirt acting upon them and, in turn, my feet. After taking the train home and upon arrival in London, we walked through Bloomsbury to our flat on Russell Square, passing by what I saw as a new, less religious, but no less beckoning shrine: The London Foot Hospital at Fitzroy Square.Now, sadly, it is closed. Where do pilgrims go for sole—and soul—care?Slow Walking as WayfindingAll pilgrimages come to an end, just as, in 1966, my mother writes of our our arrival at last in Canterbury:On into Canterbury past nice grassy cricket field, where we sat and ate chocolate bars while we watched white-flannelled cricketers at play. Past town gates to our Queen’s Head Inn, where we have the smallest, slantingest room in the world. Everything is askew and we’re planning to use our extra pillows to brace our feet so we won’t slide out of bed. Children have nice big room with 3 beds and are busy playing store with pounds and shillings [that’s very hard mathematics!]. After dinner, walked over to cathedral, where evensong was just ending. Walked back to hotel and into bed where we are now.Up to early breakfast, dashed to cathedral and looked up, up, up. After our sins were forgiven, we picked up our rucksacks and headed into London by train.This experience in 1966 varies slightly from the one in 1994. Jim and I walk through a long walkway of tall, slim trees arching over us, a green, lush and silent cloister, finally gaining our first view of Canterbury with me in a similar photo to one taken almost thirty years before. We make our way into the city through the West Gate, first passing by St. Dunstan’s Church where Henry II had put on penitential garb and later Sir Thomas More’s head was buried. Canterbury is like Coney Island in the Middle Ages and still is: men with dreadlocks and slinky didjeridoos, fire tossers, mobs of people, tourists. We go to Mercery Lane as all good pilgrims should and under the gate festooned with the green statue of Christ, arriving just in time for evensong.Imagining a medieval woman arriving here and listening to the service, I pray to God my gratefulness for us having arrived safely. I can understand the fifteenth-century pilgrim, Margery Kempe, screaming emotionally—maybe her feet hurt like mine. I’m on the verge of tears during the ceremony: so glad to be here safe, finally got here, my favorite service, my beloved husband. After the service, we pass on through the Quire to the spot where St. Thomas’s relic sanctuary was. People stare at a lit candle commemorating it. Tears well up in my eyes.I suppose some things have changed since the Middle Ages. One Friday in Canterbury with my children in 2003 has some parallels with earlier iterations. Seven-year-old Sarah and I go to evensong at the Cathedral. I tell her she has to be absolutely quiet or the Archbishop will chop off her head.She still has her head.Though the road has been paved, the view has remained virtually unaltered. Some aspects seem eternal—sheep, lambs, and stiles dotting the landscape. The grinding down of the pilgrimage path, reflecting the “slowness of flat ontology” (Yates 207), occurs over vast expanses of time. Similarly, Easterlin reflects on human and more than human vitalism: “Although an understanding of humans as wayfinders suggests a complex and dynamic interest on the part of humans in the environment, the surround itself is complex and dynamic and is frequently in a state of change as the individual or group moves through it” (Easterlin “Cognitive” 261). An image of my mother in the 1970s by a shady tree along the Pilgrims’ Way in England shows that the path is lower by 6 inches than the neighboring verge (Bright 4). We don’t see dirt evolving, because its changes occur so slowly. Only big time allows us to see transformative change.Memorial PilgrimageOddly, the erasure of self through duplication with a precursor occurred for me while reading W.G. Sebald’s pilgrimage novel, The Rings of Saturn. I had experienced my own pilgrimage to many of these same locations he immortalizes. I, too, had gone to Somerleyton Hall with my elderly mother, husband, and two children. My memories, sacred shrines pooling in familial history, are infused with synchronic reflection, medieval to contemporary—my parents’ periodic sojourns in Suffolk for years, leading me to love the very landscape Sebald treks across; sadness at my parents’ decline; hope in my children’s coming to add on to their memory palimpsest a layer devoted to this land, to this history, to this family.Then, the oddest coincidence from my reading pilgrimage. After visiting Dunwich Heath, Sebald comes to his friend, Michael, whose wife Anne relays a story about a local man hired as a pallbearer by the local undertaker in Westleton. This man, whose memory was famously bad, nevertheless reveled in the few lines allotted him in an outdoor performance of King Lear. After her relating this story, Sebald asks for a taxi (Sebald 188-9).This might all seem unremarkable to the average reader. Yet, “human wayfinders are richly aware of and responsive to environment, meaning both physical places and living beings, often at a level below consciousness” (Easterlin “Cognitive” 265). For me, with a connection to this area, I startled with recollection emerging from my subconscience. The pallbearer’s name in Sebald’s story was Mr Squirrel, the very same name of the taxi driver my parents—and we—had driven with many times. The same Mr Squirrel? How many Mr Squirrels can there be in this small part of Suffolk? Surely it must be the same family, related in a genetic encoding of memory. I run to my archives. And there, in my mother’s address book—itself a palimpsest of time with names and addressed scored through; pasted-in cards, names, and numbers; and looseleaf memoranda—there, on the first page under “S”, “Mr. Squirrel” in my mother’s unmistakable scribble. She also had inscribed his phone number and the village Saxmundum, seven miles from Westleton. His name had been crossed out. Had he died? Retired? I don’t know. Yet quick look online tells me Squirrell’s Taxis still exists, as it does in my memory.Making KinAfter accompanying a class on a bucolic section of England’s Pilgrims’ Way, seven miles from Wye to Charing, we ended up at a pub drinking a pint, with which all good pilgrimages should conclude. There, students asked me why I became a medievalist who studies pilgrimage. Only after the publication of my first book on women pilgrims did I realize that the origin of my scholarly, long fascination with pilgrimage, blossoming into my professional career, began when I was seven years old along the way to Canterbury. The seeds of that pilgrimage when I was so young bore fruit and flowers decades later.One story illustrates Michel Serres’s point that we should not aim to appropriate the world, but merely act as temporary tenants (Serres 72-3). On pilgrimage in 1966 as a child, I had a penchant for ant spiders. That was not the only insect who took my heart. My mother shares how “Susie found a beetle up on the hill today and put him in the cheese box. Jimmy put holes in the top for him. She named him Alexander Beetle and really became very fond of him. After supper, we set him free in the garden here, with appropriate ceremony and a few over-dramatic tears of farewell.” He clearly made a great impression on me. I yearn for him today, that beetle in the cheese box. Though I tried to smuggle nature as contraband, I ultimately had to set him free.Passing through cities, landscape, forests, over seas and on roads, wandering by fields and vegetable patches, under a sky lit both by sun and moon, the pilgrim—even when in a group of fellow pilgrims—in her lonesome exercise endeavors to realize Serres’ ideal of the tenant inhabitant of earth. Nevertheless, we, as physical pilgrims, inevitably leave our traces through photos immortalizing the journey, trash left by the wayside, even excretions discretely deposited behind a convenient bush. Or a beetle who can tell the story of his adventure—or terror—at being ensconced for a time in a cheese box.On one notorious day of painful feet, my husband and I arrived in Otford, only to find the pub was still closed. Finally, it became time for dinner. We sat outside, me with feet ensconced in shoes blessedly inert and unmoving, as the server brought out our salads. The salad cream, white and viscous, was presented in an elegantly curved silver dish. Then Jim began to pick at the salad cream with his fork. Patiently, tenderly, he endeavored to assist a little bug who had gotten trapped in the gooey sauce. Every attempt seemed doomed to failure. The tiny creature kept falling back into the gloppy substance. Undaunted, Jim compassionately ministered to our companion. Finally, the little insect flew off, free to continue its own pilgrimage, which had intersected with ours in a tiny moment of affinity. Such moments of “making kin” work, according to Donna Haraway, as “life-saving strateg[ies] for the Anthropocene” (Oppermann 3, qtd. in Haraway 160).How can narrative avoid the anthropocentric centre of writing, which is inevitable given the human generator of such a piece? While words are a human invention, nonhuman entities vitally enact memory. The very Downs we walked along were created in the Cretaceous period at least seventy million years ago. The petrol propelling the magic taxi cab was distilled from organic bodies dating back millions of years. Jurassic limestone from the Bathonian Age almost two hundred million years ago constitutes the Caen stone quarried for building Canterbury Cathedral, while its Purbeck marble from Dorset dates from the Cretaceous period. Walking on pilgrimage propels me through a past millions—billions—of eons into the past, dwarfing my speck of existence. Yet, “if we wish to cross the darkness which separates us from [the past] we must lay down a little plank of words and step delicately over it” (Barfield 23). Elias Amidon asks us to consider how “the ground we dig into and walk upon is sacred. It is sacred because it makes us neighbors to each other, whether we like it or not. Tell this story” (Amidon 42). And, so, I have.We are winding down. Time has passed since that first pilgrimage of mine at seven years old. Yet now, here, I still put on my red plaid wollen jumper and jacket, crisp white button-up shirt, grey knee socks, and stout red walking shoes. Slinging on my rucksack, I take my mother’s hand.I’m ready to take my first step.We continue our pilgrimage, together.ReferencesAllen, Valerie. “When Things Break: Mending Rroads, Being Social.” Roadworks: Medieval Britain, Medieval Roads. Eds. Valerie Allen and Ruth Evans. Manchester: Manchester UP, 2016.———, and Ruth Evans. Introduction. Roadworks: Medieval Britain, Medieval Roads. Eds. Valerie Allen and Ruth Evans. Manchester: Manchester UP, 2016.Alworth, David J. Site Reading: Fiction, Art, Social Form. Princeton: Princeton UP, 2016.Amidon, Elias. “Digging In.” Dirt: A Love Story. Ed. Barbara Richardson. Lebanon, NH: ForeEdge, 2015.Barfield, Owen. History in English Words. Grand Rapids: William B. Eerdmans Publishing, 1967.Berry, Wendell. “A Secular Pilgrimage.” The Hudson Review 23.3 (1970): 401-424.Bright, Derek. “The Pilgrims’ Way Revisited: The Use of the North Downs Main Trackway and the Medway Crossings by Medieval Travelers.” Kent Archaeological Society eArticle (2010): 4-32.Craps, Stef, Rick Crownshaw, Jennifer Wenzel, Rosanne Kennedy, Claire Colebrook, and Vin Nardizzi. “Memory Studies and the Anthropocene: A Roundtable.” Memory Studies 11.4 (2017) 1-18.Easterlin, Nancy. A Biocultural Approach to Literary Theory and Interpretation. Baltimore: Johns Hopkins UP, 2012.———. “Cognitive Ecocriticism: Human Wayfinding, Sociality, and Literary Interpretation.” Introduction to Cognitive Studies. Ed. Lisa Zunshine. Baltimore: Johns Hopkins UP, 2010. 257-274.Haraway, Donna. “Anthropocene, Capitalocene, Plantationocene, Chthulucene: Making Kin.” Environmental Humanities 6 (2015): 159-65.James, Erin, and Eric Morel. “Ecocriticism and Narrative Theory: An Introduction.” English Studies 99.4 (2018): 355-365.Marcussen, Marlene. Reading for Space: An Encounter between Narratology and New Materialism in the Works of Virgina Woolf and Georges Perec. PhD diss. University of Southern Denmark, 2016.Oppermann, Serpil. “Introducing Migrant Ecologies in an (Un)Bordered World.” ISLE 24.2 (2017): 243–256.Oram, Richard. “Trackless, Impenetrable, and Underdeveloped? Roads, Colonization and Environmental Transformation in the Anglo-Scottish Border Zone, c. 1100 to c. 1300.” Roadworks: Medieval Britain, Medieval Roads. Eds. Valerie Allen and Ruth Evans. Manchester: Manchester UP, 2016.Rodriquez, David. “Narratorhood in the Anthropocene: Strange Stranger as Narrator-Figure in The Road and Here.” English Studies 99.4 (2018): 366-382.Savory, Elaine. “Toward a Caribbean Ecopoetics: Derek Walcott’s Language of Plants.” Postcolonial Ecologies: Literatures of the Environment. Eds. Elizabeth DeLoughrey and George B. Handley. Oxford: Oxford UP, 2011. 80-96.Sebald, W.G. The Rings of Saturn. Trans. Michael Hulse. New York: New Directions, 1998.Serres, Michel. Malfeasance: Appropriating through Pollution? Trans. Anne-Marie Feenberg-Dibon. Stanford: Stanford UP, 2011.Walcott, Derek. Selected Poems. Ed. Edward Baugh. New York: Farrar, Straus and Giroux, 1997. 3-16.Yates, Julian. “Sheep Tracks—A Multi-Species Impression.” Animal, Vegetable, Mineral: Ethics and Objects. Ed. Jeffrey Jerome Cohen. Washington, D.C.: Oliphaunt Books, 2012.

You look great.You look amazing.I didn’t recognise you.You are looking 10 years younger.Just how much weight have you lost? It really shows.Isn’t Gayle looking great?Have you done it just through diet and exercise, [or surgery]?Have you lost some more since I last saw you?You don’t want to look scrawny.You are not planning to lose any more are you?Have you seen Gayle doesn’t she look drawn?Of course you are still much heavier than the NHS recommendation. Thinking and Writing about Fat… Since the beginning of my academic career I have written auto/biographically. Like others I believe that in including my own experience in my writing I make clear not only the influence my autobiography has on the work that I do but how, in turn, the work that I do influences my autobiography (Stanley; Morgan; Letherby Feminist Research, Interconnected Lives). I began this paper with a list of statements that have been said to me, or about me (and reported to me) by others in the last 18 months since a significant weight loss. As you see the messages ARE mixed and even the ‘compliments’ feel tainted; did I really look so bad before? Jeannine Gailey (16) reminds us that the fat body, especially the female fat body, is marginalised, stigmatised and summarising her study with 74 fat women argues that the women whose voices are represented in this book indicated that they are often hyperinvisible when it comes to their health or actual dealings with health-care practitioners, in addition to frequently feeling invisible with sexual partners, family, friends, colleagues, and strangers. Some of my own (auto/biographical) research has focussed on the experience of ‘infertility’ and ‘involuntary childlessness’ and the above statement also applies to many of my respondents, and similar others, who feel marginalised and stigmatised because of their status as nonmother (e.g. Letherby nonmotherhood). Although not my primary research area I have recently been involved in a number of research projects – either as supervisor or researcher – concerned with weight and/or weight management. One of these focused on the relationship between ‘obesity’ and ‘infertility’ (written, like other phrases in this piece, in quotation marks to highlight the problematic nature of simplistic definitions). Some medical literature suggests that a woman’s body mass index (BMI) is an important determinant of medical outcomes in the treatment of ‘infertility’. However, recent work contests the link between BMI, ‘obesity’ and ‘infertility’. Research from the social sciences shows that medical professionals, media and lay discourse position some individuals as ‘deserving’ and others as ‘undeserving’ of medical treatment (including in/fertility treatment) (Letherby Infertility; Stenhouse and Letherby). Women unable to achieve pregnancy and/or carry a baby to term due to weight related issues (either ‘real’ or assumed) will likely experience multiple stigma in relation to their gender, BMI and fertility status. In addition restricting ‘infertility’ treatment on the grounds of weight can itself cause stigmatization and may lead to depression and low self-esteem. ****I began writing fiction (as an adult) about five years ago and this type of writing has become increasingly important to me both academically and personally and is, I think, another way to tell auto/biographical stories. In my teaching I encourage students to think sociologically about fiction they enjoy and in recent academic writing on reproduction and on bereavement and loss I have included some fictional pieces (e.g. Davidson and Letherby; Letherby Interconnected Lives, Mortality). Taking a traditional view of the relationship between fact and fiction, some might suggest that fiction is the opposite of explicit auto/biographical writing. I disagree. Drawing specifically on respondents’ narratives, or more generally on our research and our own life experiences ‘fiction’ can provide a powerful, accessible narrative (e.g. Frank). What follows is a piece of fiction that is auto/biographical in that it connects to some experiences in my own life (see Letherby Interconnected Lives) and has connections to some of the experience of respondents from various of my research studies. My aim (or rather one of them) in writing this piece was to highlight the stigma and marginalisation that women in these situations sometimes feel. The Mixed Messages, not least with reference to fat, are evident I hope. Mr Sprat and I: A Story He drank three times as much as I did during our first date. I replied ‘yes please,’ when twice he asked if I wanted crisps or nuts with my wine. He suggested a film, followed by more drinks the next time we met. I enjoyed the popcorn in the cinema, the snacks in the pub. He bought us a fish and chip supper on the way home. The cod was fresh and lightly battered, the chips, made from good potatoes, were just the right combination of fat and starch. We ate our meal straight from the paper. He wiped his hands on a tissue but surprised and delighted me by sucking the grease from my fingers one by one. I was lost. I was his. A generous boyfriend he often paid for us to eat out. He never had a pudding but would choose a liqueur, or a shot of whisky, instead. Curious, rather than shocked, I wondered how he could down a pint in just a few seconds. ‘How do you do that, how can you drink it so quickly?’ I asked. ‘I open my throat and it just slips down; only when I'm really thirsty though.' He smacked his lips and wiped his mouth with his hand. He drank the whisky more slowly, ‘to enjoy the hot, fiery kick.’ I always had a taste of his starter and ended my meal with something sweet. Chocolatey creations were my preference but I enjoyed all desserts. He indulged me and reassured me. ‘I love your curves,’ he'd say proving it with his hands and his lips. Many a morning after I’d cook us a big fry-up. ‘Soaks up the booze,’ he said. Amsterdam was his choice for a stag weekend. He travelled with a large group of friends. There weren't any sexual exploits, I'm sure of that, but plenty of drink was taken and some wacky backy smoked. A good time was had by all and it took him a few days to recover from the trip.I choose a country hotel weekend break for my pre-wedding treat. We all had a beauty treatment or two and swam, read and gossiped the two days away. The food was plentiful and beautifully presented. I had to eat leanly between the hen party and the main event to get into my dress.After making such a beautiful speech he deserved to relax a little. But I wish he'd stopped at the champagne. After our first dance he propped up the bar with his mates and my brother and drank more than all of them; mostly beer, a few spirits. I’d been so looking forward to our first night of pleasure as husband and wife but the consummation of our marriage lacked vitality; a waste of the four-poster bed. His breath stank. As soon as it was over he fell asleep, although I was still wide awake. As part of our wedding package there were some goodies waiting for us in the bridal suite including a good sized box of melt-in-the-mouth chocolates. I ate the lot. He made it up to me on the honeymoon. More attentive than ever he hired a boat and took me to secluded beaches. As we sunbathed he lazily stroked my back and my thighs, when we swam we explored each other's bodies undercover of water. ‘I love you, I want you,’ he whispered. ‘I love you so much I want to bite you, to gobble you up.’ My body responded to his touch and to his words. I had never felt so desired, so cherished. The evenings and the nights were the best. We ordered local specialties at dinner and with his bare hands he fed me succulent fish, juicy meats and fruit dripping in syrup. In bed as he licked the excesses off my lips and from my mouth I could taste the wine in his. I drank him in. We were never so in tune again, our senses alive, our individual indulgences merged. We were as one, our bodies replete.Back home he worked hard and played hard keeping up his nights out with the boys and finding new restaurants for us to go to. He became skilled at choosing the correct wine to accompany the dishes I favoured. He drank the pudding wine whilst I ate the pudding. At home he kept beer in the fridge along with a jug of water so he could add a splash to his whisky. For his birthday I treated him to a peaty single malt. Our weekly food bill was a 50/50 split between alcohol and food. I loved to cook. I roasted and baked and chipped and fried. I folded and mixed and whisked. I was adventurous with spices. For my birthday he bought me a cookery book; a best seller from the latest celebrity chef. I experimented some more. My pastry was light and my sauces smooth. He was always appreciative but more often than not he wouldn't finish his food, sometimes leaving as much as he ate. As he carried our glasses (usually his third or fourth alcoholic drink since returning from work, almost always my first) through to the lounge I would take the plates into the kitchen (spooning the remains from his plate into my mouth rather than scraping it into the bin). A hard worker he was promoted, several times. More money led to more expensive tastes and we enjoyed good holidays and ate out even more, sometimes with his colleagues and bosses. A little shy in such company, aware of his status as a working class boy done good, he was always happier after a couple of drinks and would have a quick one before we left the house. In response to my anxious, ‘darling, do you think you should?,’ he would kiss me and say, ‘just a small one to oil the conversation.’I lived for our holidays and the nights we spent alone. We always found something to talk and laugh about and our indulgence of each other's eating and drinking habits was mirrored by a concern for each other's sexual wellbeing. He liked sex with the lights on. I adored it when he quietly sang to me during lovemaking. I hated the corporate entertainment. The women seemed to get thinner each time we met, shrinking as I grew. The way they managed to look as if they were eating the wonderfully cooked and carefully presented food whilst not actually consuming anything was an art form. I couldn't resist the delicious offerings but their snide observation of me turned the food to cardboard in my mouth. His work put him under increasing pressure. Some mornings I could taste alcohol mingled with mint when he kissed me goodbye. I found a bottle of vodka at the back of the cupboard, a cheap brand, that hadn't been in the trolley at our weekly shop. ‘Where did this come from, did you buy it?,’ I asked. ‘I guess I must have, I don't remember,’ he shrugged. The bottle disappeared but he kissed me less and began going straight upstairs when he got home. I'd hear him moving around, opening cupboards, finding hiding places for his not so secret stash.I still shopped and cooked trying new recipes in an attempt to win him back from his liquid mistress. I made meals that in my view were fit for the Gods, rich in flavour and high in calories. But he was less and less interested. He’d push his plate away and re-fill his glass. Eventually I gave up and moved on to cheap two-for-the-price-of-one microwave meals finding their gloopiness strangely comforting. They weren't enough for me though and I’d fill up with extra creamy potatoes or with toast, dripping with butter and topped thickly with cheese or chocolate spread. I ate off and on all day when I was alone and when he was asleep.When I said that I wanted us to have a baby he agreed, clinging, like me, to the hope that a child might make things better. Half-heartedly we tried for a while. The lights were off and there was no singing. Nothing happened. We lied to the GP when asked about our sexual activity, embarrassed and distressed at the lack of passion in our life together. He lied about his drinking too. ‘How much do I drink? Well, a little more than I should I guess, I know I should cut down, but you know how it is?’ He glanced at me, smiled at the male doctor and shrugged. I hated him then. I hated him as he failed to admit that he had a problematic relationship with alcohol, as he duped the GP and won his sympathy rather than rightly causing concern. I could guess what the doctor was thinking. Who wouldn't need a drink when married to a woman like me, a woman who had let food get the better of her spirit and her body? I couldn't lie about my problem. It lay heavy on my bones. I left the surgery with a diet sheet and a red face. When he shook the doctor's hand I turned away in misery and disgust.We drove home with the radio on to cover our silence. Once he tried to take my hand but I pulled away. I went to the kitchen. He went upstairs. I cut some bread and turned on the toaster. He reached into the back of his shirt drawer and pulled out a bottle. One night soon after he took me in his arms, as much of me as he could, holding on tight even as I tried to push him away. ‘Let's do something, anything. I still love you,’ he said. ‘What about a holiday? Please darling. You still love me too don’t you?’ Nodding, I relaxed into him, my bulk against his sharp hips. I packed my optimism along with his tiny shorts and my super-size trousers and dresses but my tentative happiness didn't last long. I couldn't do up the seatbelt in standard class and our upgrade was because of my size rather than our celebrity. For once I wasn't hungry. We tried hard to recreate the more heady days of our relationship but the break was not what either of us wished for. He drank heavily on the return journey, swigging back spirits in the way he once had pints. I closed my eyes to block out the pitying stares.He drank more. He ate even less. He lost his job. I heard him retching in the toilet every morning. He threw his vices up, I kept mine deep inside. As he flushed the toilet I thought of the baby we'd been unable to make I whispered to myself ‘that should be me, the morning sickness should be mine.' Then I went to the kitchen to cook and eat the fried breakfast he couldn’t face anymore. He went out most days, to the pub or the off-license.I went out only to the supermarket. He started to smell. He slept fitfully and snored loudly when he did sleep. He never touched me, unable to make love to me even if either of us had wanted it. When he wasn't sleeping he was drinking. I outgrew my clothes again so I lived in t-shirts and joggers and ordered groceries online. I stuffed the food in as soon as it arrived but it didn't comfort me anymore. He collapsed.I let him go to the hospital alone. He came home. He didn't pour himself a drink. He packed a bag instead. ‘I think I should go, don't you?’ he said.‘Yes’, I said, the tears running down my face. He turned just as he was leaving. ‘Do you think there's a way back for us, we were so good together once?’ ‘I don't know,’ I said. After he left I filled the bin; with dairy and carbohydrates, with fat and sugar… Some Concluding Thoughts… I consider writing as a method of inquiry, a way of finding out about yourself and your topic. Although we usually think about writing as a mode of “telling” about the social world, writing is not just a mopping-up activity at the end of a research project. Writing is also a way of “knowing” – a method of discovery and analysis. By writing in different ways, we discover new aspects of our topic and our relationship to it. Form and content are inseparable (Richardson 515). I agree. Writing – both in the traditional academic style and utilising prose and fiction – enables us, has enabled me, to reflect in detail about issues and topics and that important to me and to others, issues and topics that are often misunderstood and misrepresented. Fat, alongside in/fertility, childlessness and nonmotherhood, is one such issue. References Frank, Katherine. “‘The Management of Hunger’: Using Fiction in Writing Anthropology.” Qualitative Inquiry 6.4 (2000): 474-488. Gailey, Jeannine A. The Hyper(in)visible Fat Woman: Weight and Gender Discourse in Contemporary Society. New York: Palgrave Macmillan, 2014. Letherby, Gayle. Feminist Research in Theory and Practice. Buckingham: Open University, 2003. ———. “Battle of the Gametes: Cultural Representation of Medically Assisted Conception.” Gender, Identity and Reproduction: Social Perspectives, eds. Sarah Earle and Gayle Letherby. London: Palgrave, 2003. 50-65. ———. “‘Infertility’ and ‘Involuntary Childlessness’: Losses, Ambivalences and Resolutions.” Understanding Reproductive Loss: International Perspectives on Life, Death and Fertility, eds. Sarah Earle, Carol Komaromy, and Linda Layne. Aldershot: Ashgate, 2012. 9-22. ———. He, Himself and I: Reflections on Inter/connected Lives. Oxford: Clio Press, 2014. ———. “Bathwater, Babies and Other Losses: A Personal and Academic Story.” Mortality: Promoting the Interdisciplinary Study of Death and Dying 20.2 (2015). ‹http://www.tandfonline.com/doi/abs/10.1080/13576275.2014.989494#.VTfN4iFVikp›.Morgan, David. “Sociological Imaginations and Imagining Sociologies: Bodies, Auto/biographies and Other Mysteries.” Sociology 32.4 (1998): 647-63. Richardson, Laurel. “Writing: A Method of Inquiry.” A Handbook of Qualitative Research, eds. Norman Denzin and Yvonne Lincoln. 1st ed. Thousand Oaks: Sage, 1994. 923-948. Stanley, Liz. “On Auto/biography in Sociology.” Sociology 27.1 (1993): 41-52. Stenhouse, Elizabeth, and Gayle Letherby. “Fat and Infertile: Challenging Double Stigma.” Motherhood Initiative for Research and Community Involvement (MIRCI) Annual Conference, Toronto, Oct. 2012.

In The City Submerged the striking narratives of Cattapan's earlier Melbourne paintings are fragmented and set adrift, becoming tiny shards of archaeological evidence with no clear solution, no beginning, middle or end. Luminous blue green surfaces dissolve into pools of submarine light in these paintings; here there is no grounding in shadows, or alley-ways, only the flickering distortions of looking into water, whose depth is unknowable. The movement in the painting is continuous as a work in a state of flux, and within and across its shiny surfaces. Deborah Clarke "The Lost World a Tale of Two Cities" Dauber: As you are aware the theme for this edition of M/C reviews is COLOUR. When this theme was chosen your name and your paintings immediately sprang to mind. With regard to Australian painting today one could equate the name Cattapan with two things colour and the modern city or perhaps the city as a text for modernity? Whilst suggesting that your use of colour, and your conception of the city are dualities, there is a paradoxical quality about your use of colour. Would it be fair to say that the luxurious quality of the colour; "the luminous blue green surfaces, these pools of submarine light" invest your paintings with a quality of the magical or phantasmagorical? Cattapan: From about 1986 I became increasingly interested in nocturnal light and how to represent it. My cities are always places that occupy that nocturnal space. I see the quality of those blue -green works of mine as being very fugitive. The colouration is meant to evoke a kind of drifting. I've always been interested in Surrealism and in my own works there was for a time a kind of dream - tableau that the actions unfolded upon, but in particular it was the writings of louis Aragon that struck a chord for me. In his book 'The Paris Peasant' he speaks of drifting around Paris by night and coming across its urban markers as though they were magical hallucinations. I guess in part I tried to transpose those sentiments into a colour sense. Those deep blues and greens offer a sense of that drifting - of the fugitive - of the twilight - of being there but not there. Dauber: In 1989 you are quoted as saying that your work was about two things "a search for your own artistic identity" and " making a statement on the "human urban condition". However in these depictions of the city you seemed more concerned to elucidate the destructive elements of urban dwelling, alienation, isolation and impotence. As "notes" or as a "visual diary" were these works perhaps more intensely personal? Cattapan: During the late eighties and early nineties I made a lot of my work on paper. Almost all of it is diaristic in the sense that each drawing marks an impression of a place or time or mood - they are strongly autobiographical and yet they also mark the mood of the times and of course of urban situations. Dauber: You have lived and worked in some of the great cities of the world. In light of the recent catastrophic events in New York to figure the city as lost, or drowned, would now seem to be prophetic. In the City Submerged series of paintings you have created a great sense of ambiguity through a sense of play with the term "submerged". Like the lost city of Atlantis, your metaphorical blue-green city is at once covered, submerged and unknowable. Yet, your paintings simultaneously uncover the spectacle of the modern city. This seems to signify a re-enchantment with the city, which could perhaps be falsely interpreted as being opposed to your earlier paintings? Cattapan: You see the thing that's interesting about painting is that paradoxes over a longer period of time become part of the continuity of process. There has always been this love-hate representation in my work. So at times these cities of mine have looked almost apocalyptic and at other times they figure largely as spectacles of competing information (I'm thinking here of the 'datascapes' from '92 onwards). For the last couple of years I've moved back into narrative mode as a counterpoint - demonstrations, protest, sundry calamities - these too are part of our cities. They are weird barometers for our times. Jon Cattapan, detail from Veil (Big Economy Hype) 1994 Collection: Wollongong City Gallery Dauber: Could you tell us something of the way in which you create these paintings? You have utilized both the technology of the computer, and the more artistic concepts of the "brush" and "a la main". Cattapan: The large cityscape/datascape paintings are created by scanning photographs of various places to create a generic city. This is an important point - my cities are like electronic collages and these become my working drawings. The paintings always start as an abstract space where the main thing is colour and light. Over the top of this expressive underlay I paint carefully reproduced marks that from a distance give the impression of a city by night - always from a panoptic view. There is something curious in the translation, in that the hand made mark becomes highly subjective as an interpretive tool, and therefore much as I might try to simply replicate the collage, what results is a painterly colouration and discrete mark-making process of overlays that speaks about painting itself. Dauber: Your paintings are full of light - the winking lights of the city at night and the auratic light which comes from some underground source. It has been suggested that your paintings create a virtual reality and that the light which is shed is that of the pixel. Does this somehow situate the metropolis and within a global context, or does it elaborate the complexities of the interconnectedness of cities and the people within them? Could you elaborate this point? Cattapan: There is no doubt in my mind that the urban condition is at once local and global. The works are a response to an information saturated world and they seek to represent that, but they also tell stories of local environment, albeit in a sometimes very abstract way. Over the last couple of years the more narratively inclined works of city gatherings demonstrate again after a long absence my need to tell local stories - but they become global. These groupings of figures set against dissolving cityscapes now have a sad ring to them. Jon Cattapan, detail from Dissolve (there but not there) 1991 Dauber: Yes, the blue-green paintings are soft and seductive, but they also have an unavoidable edge of pathos which seems inherent in the colour blue, could you tell us something of the red paintings which seem to signal a change in mood or experience? Cattapan: Those deeply saturated works came directly out of the experience of going to India in 1996. Whereas blue is deeply reflective, red for me is about life energy. The 'red' works actually began whilst I was in India as a group of watercolours that I made in collaboration with the Indian artist, Surendran Nair. Dauber: This is very interesting because most people would associate energy and life with the concept of the city yet in many ways your blue paintings convey a sense of stillness, which I believe gives them their amazing reflective quality. Your work has often been compared with that of Whistler. Like you, Whistler had a fascination with the city which conveyed its mythic qualities. Many artists have endeavored to convey a lived experience of the city and its relationship with modernity. As "watchers" or spectators they have been concerned to transmit their experience of the city, its colour, and its diversity as a counterpoint to the rationality of the "concept city" which was supposedly ultimately manageable. The flanneur combined the passionate wonder of childhood with the analytic sophistication of the man of the world as he read the signs and impressions of "the outward show of life" of the city. Whilst you too, could be considered to be the 'flanneur", your work seems to lack this "outward show of life", the hustle and bustle of the city, the crowded plaza's, the presence of people, the "colour of the city"? Cattapan: You've ended on an interesting note and I think the best way to respond is to speak of a specific experience. When I went to live in New York at the end of 1989 I was convinced that by moving to a much larger urban environment I would be able to invest my work with some of those outward signs of a super metropolis. In fact the reverse occurred - a kind of numbness set in from the overactive lifestyle and overload of information. At the street level the 'narrative' conveyed a clear poetry and rationale which I felt was far bigger than my work. It was not as easy to mythologise the events on those streets as it was to mythologise St.Kilda. So instinctively, I began to 'bury' the narrative and focused instead on a more reflective psychological space through colour. I wanted to in effect hose down the babble - maybe I was a little melancholy. Walking around those oily dark deserted streets of Williamsburg by night reinforced all that. It led me bit by bit towards this idea of 'The City Submerged', which in turn gave way to the spectacle of shifting layers of light/data in the cityscapes from 92 onwards. I never thought of my works as simply celebrating the city, there is always a darker side to them, an ambiguity. Maybe that's why there's no hustle bustle, what you get instead is a kind of crackling uncertainty. I've painted the nocturnal city and its attendant information gathering connections as a metaphor for how our society is unfolding. References Clarke, Deborah. 'The Lost World A Tale of Two Cities. Jon Cattapan'. Art and Australia 33 (1996): 512-517. Friedburg, Anne. Window Shopping : Cinema and the Postmodern. Berkeley, Calif.: University of California Press, 1993. Mazzoleni, Donatella. 'The City and the Imaginary" New Formations 11(1990): 91-104. Citation reference for this article MLA Style Dauber, Christine. "An Interview With Jon Cattapan" M/C: A Journal of Media and Culture 5.3 (2002). [your date of access] < http://www.media-culture.org.au/0207/cattapaninterview.php>. Chicago Style Dauber, Christine, "An Interview With Jon Cattapan" M/C: A Journal of Media and Culture 5, no. 3 (2002), < http://www.media-culture.org.au/0207/cattapaninterview.php> ([your date of access]). APA Style Dauber, Christine. (2002) An Interview With Jon Cattapan. M/C: A Journal of Media and Culture 5(3). < http://www.media-culture.org.au/0207/cattapaninterview.php> ([your date of access]).

Introduction In any list of dictators and antagonists of the West the name of Libya’s Colonel Muammar Qaddafi will always rank highly as one of the most memorable, colourful and mercurial. The roles he played to his fellow Libyans, to regional groupings, to revolutionaries and to the West were complex and nuanced. These various roles developed over time but were all grounded in his self-belief as a messianic revolutionary figure. More importantly, these roles and behaviours that stemmed from them were instrumental in preserving Qaddafi’s rule and thwarting challenges to it. These facets of Qaddafi’s public self accord with the model of “persona” described by Marshall. Whilst the nature of political persona and celebrity in the Western world has been explored by several scholars (for example Street; Wilson), little work has been conducted on the use of persona by non-democratic leaders. This paper examines the aspects of persona exhibited by Colonel Qaddafi and applied during his tenure. In constructing his role as a revolutionary leader, Qaddafi was engaging in a form of public performance aimed at delivering himself to a wider audience. Whether at home or abroad, this persona served the purpose of helping the Libyan leader consolidate his power, stymie political opposition and export his revolutionary ideals. The trajectory of his persona begins in the early days of his coming to power as a charismatic leader during a “time of distress” (Weber) and culminates in his bloody end next to a roadside drainage culvert. In between these points Qaddafi’s persona underwent refinement and reinvention. Coupled with the legacy he left on the Libyan political system, the journey of Muammar Qaddafi’s personas demonstrate how political personality can be the salvation or damnation of an entire state.Qaddafi: The Brotherly RevolutionaryCaptain Muammar Qaddafi came to power in Libya in 1969 at the age of just 27. He was the leader of a group of military officers who overthrew King Idris in a popular and relatively bloodless coup founded on an ideology of post-colonial Arab nationalism and a doing away with the endemic corruption and nepotism that were the hallmarks of the monarchy. With this revolutionary cause in mind and in an early indication that he recognised the power of political image, Qaddafi showed restraint in adopting the trappings of office. His modest promotion to the rank of Colonel was an obvious example of this, and despite the fact that in practical terms he was the supreme commander of Libya’s armed forces, he resisted the temptation to formally aggrandize himself with military titles for the ensuing 42 years of his rule.High military rank was in a way irrelevant to a man moving to change his persona from army officer to messianic national leader. Switching away from a reliance on military hierarchy as a basis for his authority allowed Qaddafi to re-cast himself as a leader with a broader mission. He began to utilise titles such as “Chairman of the Revolutionary Command Council” (RCC) and “Brotherly Leader and Guide of the Revolution.” The persona on display here was one of detached impartiality and almost reluctant leadership. There was the suggestion that Qaddafi was not really acting as a head of state, but merely an ordinary Libyan who, through popular acclaim, was being begged to lead his people. The attraction of this persona remained until the bitter end for Qaddafi, with his professed inability to step aside from a leadership role he insisted he did not formally occupy. This accords with the contention of Weber, who describes how an individual favoured with charisma can step forward at a time of crisis to complete a “mission.” Once in a position of authority, perpetuating that role of leadership and acclamation can become the mission itself:The holder, of charisma seizes the task that is adequate for him and demands obedience and a following by virtue of his mission. His success determines whether he finds them. His charismatic claim breaks down if his mission is not recognized by those to whom he feels he has been sent. If they recognize him, he is their master—so long as he knows how to maintain recognition through ‘proving’ himself. But he does not derive his ‘right’ from their will, in the manner of an election. Rather, the reverse holds: it is the duty of those to whom he addresses his mission to recognize him as their charismatically qualified leader. (Weber 266-7)As his rule extended across the decades, Qaddafi fostered his revolutionary credentials via a typical cult of personality approach. His image appeared on everything from postage stamps to watches, bags, posters and billboards. Quotations from the Brother Leader were set to music and broadcast as pop songs. “Spontaneous” rallies of support would occur when crowds of loyalists would congregate to hear the Brotherly Leader speak. Although Qaddafi publicly claimed he did not like this level of public adoration he accepted it because the people wanted to adore him. It was widely known however that many of these crowds were paid to attend these rallies (Blundy and Lycett 16).Qaddafi: The Philosopher In developing his persona as a guide and a man who was sharing his natural gifts with the people, Qaddafi developed a post-colonial philosophy he called “Third Universal Theory.” This was published in volumes collectively known as The Green Book. This was mandatory reading for every Libyan and contained a distillation of Qaddafi’s thoughts and opinions on everything from sports to politics to religion to the differences between men and women. Whilst it may be tempting for outsiders to dismiss these writings as the scribbling of a dictator, the legacy of Qaddafi’s persona as political philosopher is worthy of some examination. For in offering his revelations to the Libyan people, Qaddafi extended his mandate beyond leader of a revolution and into the territory of “messianic reformer of a nation.”The Green Book was a three-part series. The first instalment was written in 1975 and focuses on the “problem of democracy” where Qaddafi proposes direct democracy as the best option for a progressive nation. The second instalment, published in 1977, focuses on economics and expounds socialism as the solution to all fiscal woes. (Direct popular action here was evidenced in the RCC making rental of real estate illegal, meaning that all tenants in the country suddenly found themselves granted ownership of the property they were occupying!) The final chapter, published in 1981, proposes the Third Universal Theory where Qaddafi outlines his unique solution for implementing direct democracy and socialism. Qaddafi coined a new term for his Islamically-inspired socialist utopia: Jamahiriya. This was defined as being a “state of the masses” and formed the blueprint for Libyan society which Qaddafi subsequently imposed.This model of direct democracy was part of the charismatic conceit Qaddafi cultivated: that the Libyan people were their own leaders and his role was merely as a benevolent agent acceding to their wishes. However the implementation of the Jamahiriya was anything but benevolent and its legacy has crippled post-Qaddafi Libya. Under this system, Libyans did have some control over their affairs at a very local level. Beyond this, an increasingly complex series of committees and regional groupings, over which the RCC had the right of veto, diluted the participation of ordinary citizens and their ability to coalesce around any individual leader. The banning of standard avenues of political organisation, such as parties and unions, coupled with a ruthless police state that detained and executed anyone offering even a hint of political dissent served to snuff out any opposition before it had a chance to gather pace. The result was that there were no Libyans with enough leadership experience or public profile to take over when Qaddafi was ousted in 2011.Qaddafi: The Liberator In a further plank of his revolutionary persona Qaddafi turned to the world beyond Libya to offer his brotherly guidance. This saw him champion any cause that claimed to be a liberation or resistance movement struggling against the shackles of colonialism. He tended to favour groups that had ideologies aligned with his own, namely Arab unity and the elimination of Israel, but ultimately was not consistent in this regard. Aside from Palestinian nationalists, financial support was offered to groups such as the Provisional Irish Republican Army, the Moro National Liberation Front (Philippines), Umkhonto we Sizwe (South Africa), ETA (Spain), the Polisario Front (Western Sahara), and even separatist indigenous Australians. This policy of backing revolutionary groups was certainly a projection of his persona as a charismatic enabler of the revolutionary mission. However, the reception of this mission in the wider world formed the basis for the image that Qaddafi most commonly occupied in Western eyes.In 1979 the ongoing Libyan support for groups pursuing violent action against Israel and the West saw the country designated a State-Sponsor of Terror by the US Department of State. Diplomatic relations between the two nations were severed and did not resume until 2004. At this point Qaddafi seemed to adopt a persona of “opponent of the West,” ostensibly on behalf of the world’s downtrodden colonial peoples. The support for revolutionary groups was changing to a more active use of them to strike at Western interests. At the same time Qaddafi stepped up his rhetoric against America and Britain, positioning himself as a champion of the Arab world, as the one leader who had the courage of his convictions and the only one who was squarely on the side of the ordinary citizenry (in contrast to other, more compliant Arab rulers). Here again there is evidence of the charismatic revolutionary persona, reluctantly taking up the burden of leadership on behalf of his brothers.Whatever his ideals, the result was that Qaddafi and his state became the focus of increasing Western ire. A series of incidents between the US and Libya in international waters added to the friction, as did Libyan orchestrated terror attacks in Berlin, Rome and Vienna. At the height of this tension in 1986, American aircraft bombed targets in Libya, narrowly missing Qaddafi himself. This role as public enemy of America led to Qaddafi being characterised by President Ronald Reagan (no stranger to the use of persona himself) as the “mad dog of the Middle East” and a “squalid criminal.” The enmity of the West made life difficult for ordinary Libyans dealing with crippling sanctions, but for Qaddafi, it helped bolster his persona as a committed revolutionary.Qaddafi: Leader of the Arab and African Worlds Related to his early revolutionary ideologies were Qaddafi’s aspirations as a pan-national leader. Inspired by Egypt’s Gamel Abdul Nasser from a young age, the ideals of pan-Arab unity were always a cornerstone of Qaddafi’s beliefs. It is not therefore surprising that he developed ambitions of being the person to bring about and “guide” that unity. Once again the Weberian description of the charismatic leader is relevant, particularly the notion that such leadership does not respect conventional boundaries of functional jurisdictions or local bailiwicks; in this case, state boundaries.During the 1970s Qaddafi was involved in numerous attempts to broker Arab unions between Libya and states such as Egypt, Syria and Tunisia. All of these failed to materialise once the exact details of the mergers began to be discussed, in particular who would assume the mantle of leadership in these super-states. In line with his persona as the rightly-guided revolutionary, Qaddafi consistently blamed the failure of these unions on the other parties, souring his relationship with his fellow Arab leaders. His hardline stance on Israel also put him at odds with those peers more determined to find a compromise. Following the assassination of Egypt’s Anwar Sadat in 1981 Qaddafi praised the act as justified because of Sadat’s signing of the Camp David Accords with Israel.Having given up on the hope of achieving pan-Arab Unity, Qaddafi sought to position himself as a leader of the African bloc. In 2009 he became Chairperson of the African Union and took to having himself introduced as “The King of Kings of Africa.” The level of dysfunction of the African Union was no less than that of the Arab League and Qaddafi’s grandiose plans for becoming the President of the United States of Africa failed to materialise.In both his pan-Arab and pan-Africa ambitions, we see a persona of Qaddafi that aims at leadership beyond his own state. Whilst there may be delusions of grandeur apparent in the practicalities of these goals, this image was nevertheless something that Qaddafi used to leverage the next phase of his political transformation.Qaddafi: The Post-9/11 Statesman However much he might be seen as erratic, Qaddafi’s innate intelligence could result in a political astuteness lacking in many of his Arab peers. Following the events of 11 September 2001, Qaddafi was the first international leader to condemn the attacks on America and pledge support in the War on Terror and the extermination of al-Qaeda. Despite his history as a supporter of terrorism overseas, Qaddafi had a long history of repressing it at home, just as with any other form of political opposition. The pan-Islamism of al-Qaeda was anathema to his key ideologies of direct democracy (guided by himself). This meant the United States and Libya were now finally on the same team. As part of this post-9/11 sniffing of the wind, Qaddafi abandoned his fledgling Weapons of Mass Destruction (WMD) program and finally agreed to pay reparations to the families of the victims of the Pan Am 107 flight downed over Lockerbie in 1987.This shift in Qaddafi’s policy did not altogether dispel his persona of brotherly leadership amongst African nations. As a bloc leader and an example of the possibility of ‘coming in from the cold’, Qaddafi and Libya were reintegrated into the world community. This included giving a speech at the United Nations in 2009. This event did little to add to his reputation as a statesman in the West. Given a 15-minute slot, the Libyan leader delivered a rambling address over 90 minutes long, which included him tearing up a copy of the UN Charter and turning his back to the audience whilst continuing to speak.Qaddafi: The Clown From the Western point of view, performances like this painted Qaddafi’s behaviour as increasingly bizarre. Particularly after Libya’s rapprochement with the West, the label of threatening terrorist supporter faded and was replaced with something along the lines of a harmless clown prince. Tales of the Libyan leader’s coterie of virgin female bodyguards were the subject of ridicule, as was his ardour for US Secretary of State Condoleezza Rice. Perhaps this behaviour was indicative of a leader increasingly divorced from reality. Surrounded by sycophants dependent on his regard for their tenure or physical survival, as well as Western leaders eager to contrast his amiability with that of Saddam Hussein, nobody was prepared to draw attention to the emperor’s new clothes.Indeed, elaborate and outlandish clothing played an increasing role in Qaddafi’s persona as the decades went on. His simple revolutionary fatigues of the early years were superseded by a vast array of military uniforms heavily decorated with medals and emblems; traditional African, Arab or Bedouin robes depending on the occasion; and in later years a penchant for outfits that included images of the African continent or pictures of dead martyrs. (In 2009 Vanity Fair did a tongue-in-cheek article on the fashion of Colonel Qaddafi entitled Dictator Chic: Colonel Qaddafi—A Life in Fashion. This spawned a number of similar features including one in TIME Magazine entitled Gaddafi Fashion: The Emperor Had Some Crazy Clothes.)The Bedouin theme was an aspect of persona that Qaddafi cultivated as an ascetic “man of the people” throughout his leadership. Despite having many palaces available he habitually slept in an elaborate tent, according once again with Weber’s description of the charismatic leader as one who eschews methodical material gain. This predisposition served him well in the 1986 United States bombing, when his residence in a military barracks was demolished, but Qaddafi escaped unscathed as he was in his tent at the time. He regularly entertained foreign dignitaries in tents when they visited Libya and he took one when travelling abroad, including pitching it in the gardens of a Parisian hotel during a state visit in 2007. (A request to camp in New York’s Central Park for his UN visit in 2009 was denied; “Inside the Tents of Muammar Gaddafi”).The role of such a clown was unlikely to have been an aim for Qaddafi, but was instead the product of his own increasing isolation. It will likely be his most enduring character in the Western memory of his rule. It should be noted though that clowns and fools do not maintain an iron grip on power for over 40 years.The Legacy of Qaddafi’s Many Personas Colonel Muammar Qaddafi was a clever and complex leader who exhibited many variations of persona during his four decades of rule. These personas were generally facets of the same core self-belief of a charismatic leader, but could be conflicting, and often confusing, to observers. His eccentricities often hid a layer of deeper cunning and ambition, but ultimately led to his marginalisation and an impression by world leaders that he was untrustworthy.His erratic performance at the UN in 2009 perhaps typifies the end stages of Qaddafi’s leadership: a man increasingly disconnected from his people and the realities of what was going on around him. His insistence that the 2011 Libyan revolution was variously a colonial or terrorist inspired piece of theatre belied the deep resentment of his rule. His role as opponent of the Western and Arab worlds alike meant that he was unsupported in his attempts to deal with the uprising. Indeed, the West’s rapid willingness to use their airpower was instrumental in speeding on the rebel forces.What cannot be disputed is the chaotic legacy this charismatic figure left for his country. Since the uprising climaxed in his on-camera lynching in October 2011, Libya has been plunged in to turmoil and shows no signs of this abating. One of the central reasons for this chaos is that Qaddafi’s supremacy, his political philosophies, and his use of messianic persona left Libya completely unprepared for rule by any other party.This ensuing chaos has been a cruel, if ironic, proof of Qaddafi’s own conceit: Libya could not survive without him.References Al-Gathafi, Muammar. The Green Book: The Solution to the Problem of Democracy; The Solution to the Economic Problem; The Social Basis of the Third Universal Theory. UK: Ithaca Press, 2005.Blundy, David, and Andrew Lycett. Qaddafi and the Libyan Revolution. Boston and Toronto: Little Brown & Co, 1987.Marshall, P. David. “Persona Studies: Mapping the Proliferation of the Public Self”. Journalism 15.2 (2014): 153-170.Qaddafi, Muammar. Speech at the United Nations 2009. ‹http://www.youtube.com/watch?v=BKMyY2V0J0Y›. Street, John. “Celebrity Politicians: Popular Culture and Political Representation.” British Journal of Politics and International Relations 6 (2004): 435-52.Street, John. “Do Celebrity Politics and Celebrity Politicians Matter?” The British Journal of Politics & International Relations 14.3 (2012): 346-356.TIME Magazine. “Gaddafi Fashion: The Emperor Had Some Crazy Clothes.” ‹http://content.time.com/time/photogallery/0,29307,2055860,00.html›.TIME Magazine. “Inside the Tents of Muammar Gaddafi.” ‹http://content.time.com/time/photogallery/0,29307,2058074,00.html›.Totman, Sally, and Mat Hardy. “In the Green Zone: 40 years with Colonel Qaddafi.” Ed. Geoffrey Hawker. APSA 2009: Proceedings of the APSA Annual Conference 2009. Sydney: Macquarie University, 2009. 1-19.Totman, Sally, and Mat Hardy. “The Rise and Decline of Libya as a Rogue State.” OCIS 2008: Oceanic Conference on International Studies. Brisbane: University of Queensland, 2008. 1-25.Vanity Fair. “Dictator Chic: Colonel Qaddafi—A Life in Fashion.” ‹http://www.vanityfair.com/politics/features/2009/08/qaddafi-slideshow200908›.Weber, Max, Hans Heinrich Gerth, and C. Wright Mills. From Max Weber: Essays in Sociology. London: Routledge, 2009.Wilson, J. “Kevin Rudd, Celebrity and Audience Democracy in Australia.” Journalism 15.2 (2013): 202-217.

Background “The sense of taste,” write Nelson and colleagues in a 2002 issue of Nature, “provides animals with valuable information about the nature and quality of food. Mammals can recognize and respond to a diverse repertoire of chemical entities, including sugars, salts, acids and a wide range of toxic substances” (199). The authors go on to argue that several amino acids—the building blocks of proteins—taste delicious to humans and that “having a taste pathway dedicated to their detection probably had significant evolutionary implications”. They imply, but do not specify, that the evolutionary implications are positive. This may be the case with some amino acids, but contemporary tastes, and changes in them, are far from universally beneficial. Indeed, this article argues that modern food production shapes and distorts human taste with significant implications for health and wellbeing. Take the western taste for fried chipped potatoes, for example. According to Schlosser in Fast Food Nation, “In 1960, the typical American ate eighty-one pounds of fresh potatoes and about four pounds of frozen french fries. Today [2002] the typical American eats about forty-nine pounds of fresh potatoes every year—and more than thirty pounds of frozen french fries” (115). Nine-tenths of these chips are consumed in fast food restaurants which use mass-manufactured potato-based frozen products to provide this major “foodservice item” more quickly and cheaply than the equivalent dish prepared from raw ingredients. These choices, informed by human taste buds, have negative evolutionary implications, as does the apparently long-lasting consumer preference for fried goods cooked in trans-fats. “Numerous foods acquire their elastic properties (i.e., snap, mouth-feel, and hardness) from the colloidal fat crystal network comprised primarily of trans- and saturated fats. These hardstock fats contribute, along with numerous other factors, to the global epidemics related to metabolic syndrome and cardiovascular disease,” argues Michael A. Rogers (747). Policy makers and public health organisations continue to compare notes internationally about the best ways in which to persuade manufacturers and fast food purveyors to reduce the use of these trans-fats in their products (L’Abbé et al.), however, most manufacturers resist. Hank Cardello, a former fast food executive, argues that “many products are designed for ‘high hedonic value’, with carefully balanced combinations of salt, sugar and fat that, experience has shown, induce people to eat more” (quoted, Trivedi 41). Fortunately for the manufactured food industry, salt and sugar also help to preserve food, effectively prolonging the shelf life of pre-prepared and packaged goods. Physiological Factors As Glanz et al. discovered when surveying 2,967 adult Americans, “taste is the most important influence on their food choices, followed by cost” (1118). A person’s taste is to some extent an individual response to food stimuli, but the tongue’s taste buds respond to five basic categories of food: salty, sweet, sour, bitter, and umami. ‘Umami’ is a Japanese word indicating “delicious savoury taste” (Coughlan 11) and it is triggered by the amino acid glutamate. Japanese professor Kikunae Ikeda identified glutamate while investigating the taste of a particular seaweed which he believed was neither sweet, sour, bitter, or salty. When Ikeda combined the glutamate taste essence with sodium he formed the food additive sodium glutamate, which was patented in 1908 and subsequently went into commercial production (Japan Patent Office). Although individual, a person’s taste preferences are by no means fixed. There is ample evidence that people’s tastes are being distorted by modern food marketing practices that process foods to make them increasingly appealing to the average palate. In particular, this industrialisation of food promotes the growth of a snack market driven by salty and sugary foods, popularly constructed as posing a threat to health and wellbeing. “[E]xpanding waistlines [are] fuelled by a boom in fast food and a decline in physical activity” writes Stark, who reports upon the 2008 launch of a study into Australia’s future ‘fat bomb’. As Deborah Lupton notes, such reports were a particular feature of the mid 2000s when: intense concern about the ‘obesity epidemic’ intensified and peaked. Time magazine named 2004 ‘The Year of Obesity’. That year the World Health Organization’s Global Strategy on Diet, Physical Activity and Health was released and the [US] Centers for Disease Control predicted that a poor diet and lack of exercise would soon claim more lives than tobacco-related disease in the United States. (4) The American Heart Association recommends eating no more than 1500mg of salt per day (Hamzelou 11) but salt consumption in the USA averages more than twice this quantity, at 3500mg per day (Bernstein and Willett 1178). In the UK, a sustained campaign and public health-driven engagement with food manufacturers by CASH—Consensus Action on Salt and Health—resulted in a reduction of between 30 and 40 percent of added salt in processed foods between 2001 and 2011, with a knock-on 15 percent decline in the UK population’s salt intake overall. This is the largest reduction achieved by any developed nation (Brinsden et al.). “According to the [UK’s] National Institute for Health and Care Excellence (NICE), this will have reduced [UK] stroke and heart attack deaths by a minimum of 9,000 per year, with a saving in health care costs of at least £1.5bn a year” (MacGregor and Pombo). Whereas there has been some success over the past decade in reducing the amount of salt consumed, in the Western world the consumption of sugar continues to rise, as a graph cited in the New Scientist indicates (O’Callaghan). Regular warnings that sugar is associated with a range of health threats and delivers empty calories devoid of nutrition have failed to halt the increase in sugar consumption. Further, although some sugar is a natural product, processed foods tend to use a form invented in 1957: high-fructose corn syrup (HFCS). “HFCS is a gloopy solution of glucose and fructose” writes O’Callaghan, adding that it is “as sweet as table sugar but has typically been about 30% cheaper”. She cites Serge Ahmed, a French neuroscientist, as arguing that in a world of food sufficiency people do not need to consume more, so they need to be enticed to overeat by making food more pleasurable. Ahmed was part of a team that ran an experiment with cocaine-addicted rats, offering them a mutually exclusive choice between highly-sweetened water and cocaine: Our findings clearly indicate that intense sweetness can surpass cocaine reward, even in drug-sensitized and -addicted individuals. We speculate that the addictive potential of intense sweetness results from an inborn hypersensitivity to sweet tastants. In most mammals, including rats and humans, sweet receptors evolved in ancestral environments poor in sugars and are thus not adapted to high concentrations of sweet tastants. The supranormal stimulation of these receptors by sugar-rich diets, such as those now widely available in modern societies, would generate a supranormal reward signal in the brain, with the potential to override self-control mechanisms and thus lead to addiction. (Lenoir et al.) The Tongue and the Brain One of the implications of this research about the mammalian desire for sugar is that our taste for food is about more than how these foods actually taste in the mouth on our tongues. It is also about the neural response to the food we eat. The taste of French fries thus also includes that “snap, mouth-feel, and hardness” and the “colloidal fat crystal network” (Rogers, “Novel Structuring” 747). While there is no taste receptor for fats, these nutrients have important effects upon the brain. Wang et al. offered rats a highly fatty, but palatable, diet and allowed them to eat freely. 33 percent of the calories in the food were delivered via fat, compared with 21 percent in a normal diet. The animals almost doubled their usual calorific intake, both because the food had a 37 percent increased calorific content and also because the rats ate 47 percent more than was standard (2786). The research team discovered that in as little as three days the rats “had already lost almost all of their ability to respond to leptin” (Martindale 27). Leptin is a hormone that acts on the brain to communicate feelings of fullness, and is thus important in assisting animals to maintain a healthy body weight. The rats had also become insulin resistant. “Severe resistance to the metabolic effects of both leptin and insulin ensued after just 3 days of overfeeding” (Wang et al. 2786). Fast food restaurants typically offer highly palatable, high fat, high sugar, high salt, calorific foods which can deliver 130 percent of a day’s recommended fat intake, and almost a day’s worth of an adult man’s calories, in one meal. The impacts of maintaining such a diet over a comparatively short time-frame have been recorded in documentaries such as Super Size Me (Spurlock). The after effects of what we widely call “junk food” are also evident in rat studies. Neuroscientist Paul Kenny, who like Ahmed was investigating possible similarities between food- and cocaine-addicted rats, allowed his animals unlimited access to both rat ‘junk food’ and healthy food for rats. He then changed their diets. “The rats with unlimited access to junk food essentially went on a hunger strike. ‘It was as if they had become averse to healthy food’, says Kenny. It took two weeks before the animals began eating as much [healthy food] as those in the control group” (quoted, Trivedi 40). Developing a taste for certain food is consequently about much more than how they taste in the mouth; it constitutes an individual’s response to a mixture of taste, hormonal reactions and physiological changes. Choosing Health Glanz et al. conclude their study by commenting that “campaigns attempting to change people’s perception of the importance of nutrition will be interpreted in terms of existing values and beliefs. A more promising strategy might be to stress the good taste of healthful foods” (1126). Interestingly, this is the strategy already adopted by some health-focused cookbooks. I have 66 cookery books in my kitchen. None of ten books sampled from the five spaces in which these books are kept had ‘taste’ as an index entry, but three books had ‘taste’ in their titles: The Higher Taste, Taste of Life, and The Taste of Health. All three books seek to promote healthy eating, and they all date from the mid-1980s. It might be that taste is not mentioned in cookbook indexes because it is a sine qua non: a focus upon taste is so necessary and fundamental to a cookbook that it goes without saying. Yet, as the physiological evidence makes clear, what we find palatable is highly mutable, varying between people, and capable of changing significantly in comparatively short periods of time. The good news from the research studies is that the changes wrought by high salt, high sugar, high fat diets need not be permanent. Luciano Rossetti, one of the authors on Wang et al’s paper, told Martindale that the physiological changes are reversible, but added a note of caution: “the fatter a person becomes the more resistant they will be to the effects of leptin and the harder it is to reverse those effects” (27). Morgan Spurlock’s experience also indicates this. In his case it took the actor/director 14 months to lose the 11.1 kg (13 percent of his body mass) that he gained in the 30 days of his fast-food-only experiment. Trivedi was more fortunate, stating that, “After two weeks of going cold turkey, I can report I have successfully kicked my ice cream habit” (41). A reader’s letter in response to Trivedi’s article echoes this observation. She writes that “the best way to stop the craving was to switch to a diet of vegetables, seeds, nuts and fruits with a small amount of fish”, adding that “cravings stopped in just a week or two, and the diet was so effective that I no longer crave junk food even when it is in front of me” (Mackeown). Popular culture indicates a range of alternative ways to resist food manufacturers. In the West, there is a growing emphasis on organic farming methods and produce (Guthman), on sl called Urban Agriculture in the inner cities (Mason and Knowd), on farmers’ markets, where consumers can meet the producers of the food they eat (Guthrie et al.), and on the work of advocates of ‘real’ food, such as Jamie Oliver (Warrin). Food and wine festivals promote gourmet tourism along with an emphasis upon the quality of the food consumed, and consumption as a peak experience (Hall and Sharples), while environmental perspectives prompt awareness of ‘food miles’ (Weber and Matthews), fair trade (Getz and Shreck) and of land degradation, animal suffering, and the inequitable use of resources in the creation of the everyday Western diet (Dare, Costello and Green). The burgeoning of these different approaches has helped to stimulate a commensurate growth in relevant disciplinary fields such as Food Studies (Wessell and Brien). One thing that all these new ways of looking at food and taste have in common is that they are options for people who feel they have the right to choose what and when to eat; and to consume the tastes they prefer. This is not true of all groups of people in all countries. Hiding behind the public health campaigns that encourage people to exercise and eat fresh fruit and vegetables are the hidden “social determinants of health: The conditions in which people are born, grow, live, work and age, including the health system” (WHO 45). As the definitions explain, it is the “social determinants of health [that] are mostly responsible for health iniquities” with evidence from all countries around the world demonstrating that “in general, the lower an individual’s socioeconomic position, the worse his or her health” (WHO 45). For the comparatively disadvantaged, it may not be the taste of fast food that attracts them but the combination of price and convenience. If there is no ready access to cooking facilities, or safe food storage, or if a caregiver is simply too time-poor to plan and prepare meals for a family, junk food becomes a sensible choice and its palatability an added bonus. For those with the education, desire, and opportunity to break free of the taste for salty and sugary fats, however, there are a range of strategies to achieve this. There is a persuasive array of evidence that embracing a plant-based diet confers a multitude of health benefits for the individual, for the planet and for the animals whose lives and welfare would otherwise be sacrificed to feed us (Green, Costello and Dare). Such a choice does involve losing the taste for foods which make up the lion’s share of the Western diet, but any sense of deprivation only lasts for a short time. The fact is that our sense of taste responds to the stimuli offered. It may be that, notwithstanding the desires of Jamie Oliver and the like, a particular child never will never get to like broccoli, but it is also the case that broccoli tastes differently to me, seven years after becoming a vegan, than it ever did in the years in which I was omnivorous. When people tell me that they would love to adopt a plant-based diet but could not possibly give up cheese, it is difficult to reassure them that the pleasure they get now from that specific cocktail of salty fats will be more than compensated for by the sheer exhilaration of eating crisp, fresh fruits and vegetables in the future. Conclusion For decades, the mass market food industry has tweaked their products to make them hyper-palatable and difficult to resist. They do this through marketing experiments and consumer behaviour research, schooling taste buds and brains to anticipate and relish specific cocktails of sweet fats (cakes, biscuits, chocolate, ice cream) and salty fats (chips, hamburgers, cheese, salted nuts). They add ingredients to make these products stimulate taste buds more effectively, while also producing cheaper items with longer life on the shelves, reducing spoilage and the complexity of storage for retailers. Consumers are trained to like the tastes of these foods. Bitter, sour, and umami receptors are comparatively under-stimulated, with sweet, salty, and fat-based tastes favoured in their place. Western societies pay the price for this learned preference in high blood pressure, high cholesterol, diabetes, and obesity. Public health advocate Bruce Neal and colleagues, working to reduce added salt in processed foods, note that the food and manufacturing industries can now provide most of the calories that the world needs to survive. “The challenge now”, they argue, “is to have these same industries provide foods that support long and healthy adult lives. And in this regard there remains a very considerable way to go”. If the public were to believe that their sense of taste is mutable and has been distorted for corporate and industrial gain, and if they were to demand greater access to natural foods in their unprocessed state, then that journey towards a healthier future might be far less protracted than these and many other researchers seem to believe. References Bernstein, Adam, and Walter Willett. “Trends in 24-Hr Sodium Excretion in the United States, 1957–2003: A Systematic Review.” American Journal of Clinical Nutrition 92 (2010): 1172–1180. Bhaktivedanta Book Trust. 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Introduction In October of 2004, La Presse asked its Quebecois reading audience a very simple question: “What is your favourite cookbook and why?” As Marie Marquis reports in her essay “The Cookbooks Quebecers Prefer: More Than Just Recipes,” “two weeks later, 363 e-mail responses had been received” (214). From the answers, it was clear that despite the increase in television cooking shows, Internet cooking sites, and YouTube how-to videos, cookbooks were not only still being used, but that people had strong allegiances to their favourite ones. Marquis’s essay provides concrete evidence that cookbooks are not meaningless objects. Rather, her use of relevant quotations from the survey proves that they are associated with strong memories and have been used to create bonds between individuals and across generations. Moreover, these quotations reveal that individuals use cookbooks to construct personal narratives that they share with others. In her philosophical analysis of foodmaking as a thoughtful practice, Lisa Heldke helps move the discussion of cooking and, consequently of cookbooks, forward by explaining that the age-old dichotomy between theory and practice merges in food preparation (206). Foodmaking, she explains through her example of kneading bread, requires both a theoretical understanding of what makes bread rise and a practical knowledge of the skill required to achieve the desired results. Much as Susan Leonardi argues that recipes need “a recommendation, a context, a point, a reason-to-be” (340), Heldke advocates in “Recipes for Theory Making” that recipes offer us ideas that we need to either accept or refuse. These ideas include, but are not limited to, what makes a good meal, what it means to eat healthy, what it means to be Italian or vegan. Cookbooks can take many forms. As the cover art from academic documents on the nature, role, and value of cooking and cookbooks clearly demonstrates, a “cookbook” may be an ornate box filled with recipe cards (Floyd and Forster) or may be a bunch of random pieces of paper organised by dividers and held together by a piece of elastic (Tye). The Internet has created many new options for recipe collecting and sharing. Websites such as Allrecipes.com and Cooks.com are open access forums where people can easily upload, download, and bookmark favourite foods. Yet, Laura Shapiro argues in Something from the Oven that the mere presence of a cookbook in one’s home does not mean it is actually used. While “popular cookbooks tell us a great deal about the culinary climate of a given period [...] what they can’t convey is a sense of the day-to-day cookery as it [is] genuinely experienced in the kitchens of real life” (xxi). The same conclusion can be applied to recipe websites. Personalised and family cookbooks are much different and much more telling documents than either unpersonalised printed books or Internet options. Family cookbooks can also take any shape or form but I define them as compilations that have been created by a single person or a small group of individuals as she/he/they evolve over time. They can be handwritten or typed and inserted into either an existing cookbook, scrapbooked, or bound in some other way. The Internet may also help here as bookmaking sites such as Blurb.com allow people to make, and even sell, their own printed books. These can be personalised with pictures and scrapbook-like embellishments. The recipes in these personal collections are influenced by contact with other people as well as printed and online publications. Also impacting these works are individual realities such as gender, race, class, and work. Unfortunately, these documents have not been the focus of much academic attention as food scholars generally analyse the texts within them rather than their practical and actual use. In order to properly understand the value and role of personal and family cookbooks in our daily lives, we must move away from generalisations to specific case studies. Only by looking at people in relationship with them, who are actually using and compiling their own recipe collections or opting instead to turn to either printed books or their computers, can we see the importance and value of family cookbooks. In order to address this methodological problem, this essay analyses a number of cookbook-related experiences that I have witnessed and/or been a part of in my own home. By moving away from the theoretical and focusing on the practical, I aim to advance Heldke’s argument that recipe reading, like foodmaking, is a thoughtful practice with important lessons. Learning to Cook and Learning to Live: What Cookbooks Teach Us Once upon a time, a mother and her two, beautiful daughters decided to make chocolate chip cookies. They took out all the bowls and utensils and ingredients they needed. The mother then plopped the two girls down among all of the paraphernalia on the counter. First, they beat the butter using their super cool Kitchen Aid mixer. Then they beat in the sugar. Carefully, they cracked and beat in the eggs. Then they dumped in the flour. They dumped in the baking powder. They dumped in the vanilla. And they dumped in the chocolate chips. Together, they rolled the cookies, placed them on a baking sheet, pat them down with a fork, and placed them in a hot oven. The house smelled amazing! The mother and her daughters were looking forward to eating the cookies when, all of a sudden, a great big dog showed up at the door. The mother ran outside to shoo the dog home yelling, “Go home, now! Go away!” By the time she got back, the cookies had started to burn and the house stank! The mother and her two daughters took all the cookie-making stuff back out. They threw out the ruined cookies. And they restarted. They beat the butter using their super cool Kitchen Aid mixer. Then they beat in the sugar. Carefully, they cracked and beat in the eggs. Then they dumped in the flour. They dumped in the baking powder. They dumped in the vanilla. And they dumped in the chocolate chips. Together, they rolled the cookies, placed them on a baking sheet, pat them down with a fork, and placed them in a hot oven. This story that my oldest daughter and I invented together goes on to have the cookies ruined by a chatty neighbour before finally finding fruition in a batch of successfully baked cookies. This is a story that we tell together as we get her ready for bed. One person is always the narrator who lists the steps while the other makes the sound effects of the beating mixer and the dumping ingredients. Together, we act out the story by rolling the cookies, patting them, and waving our hands in front of our faces when the burnt cookies have stunk up the house. While she takes great pleasure in its narrative, I take greater pleasure in the fact that, at three years of age, she has a rudimentary understanding of how a basic recipe works. In fact, only a few months ago I observed this mixture of knowledge and skill merge when I had to leave her on the counter while I cleaned up a mess on the floor. By the time I got back to her, she had finished mixing the dry ingredients in with the wet ones. I watched her from across the kitchen as she turned off the Kitchen Aid mixer, slowly spooned the flour mixture into the bowl, and turned the machine back on. She watched the batter mix until the flour had been absorbed and then repeated the process. While I am very thankful that she did not try to add the vanilla or the chocolate chips, this experience essentially proves that one can learn through simple observation and repetition. It is true that she did not have a cookbook in front of her, that she did not know the precise measurements of the ingredients being put into the bowl, and that at her age she would not have been able to make this recipe without my help. However, this examples proves Heldke’s argument that foodmaking is a thoughtful process as it is as much about instinct as it is about following a recipe. Once she is able to read, my daughter will be able to use the instincts that she has developed in her illiterate years to help her better understand written recipes. What is also important to note about this scenario is that I did have a recipe and that I was essentially the one in charge. My culinary instincts are good. I have been baking and cooking since I was a child and it is very much a part of my life. We rarely buy cookies or cakes from the store because we make them from scratch. Yet, I am a working mother who does not spend her days in the kitchen. Thus, my instincts need prompting and guidance from written instructions. Significantly, the handwritten recipe I was using that day comes from the personal cookbook that has been evolving since I left home. In their recent works Eat My Words and Baking as Biography, Janet Theophano and Diane Tye analyse homemade, hand-crafted, and personal cookbooks to show that these texts are the means through which we can understand individuals at a given time and in a given place. Theophano, for example, analyses old cookbooks to understand the impact of social networking in identity making. By looking at the types of recipes and number of people who have written themselves into these women’s books, she shows that cookbook creation has always been a social activity that reveals personal and social identity. In a slightly different way, Tye uses her own mother’s recipes to better understand a person she can no longer talk to. Through recipes, she is able to recreate her deceased mother’s life and thus connect with her on a personal and emotional level. Although academics have traditionally ignored cookbooks as being mundane and unprofessional, the work of these recent critics illustrates the extent to which cookbooks provide an important way of understanding society and people’s places within it. While this essay cannot begin to analyse the large content of my cookbook, this one scenario echoes these recent scholarly claims that personal cookbooks are a significant addition to the academic world and must be read thoughtfully, as Heldke argues, for both the recipes’s theory and for the practical applications and stories embedded within them. In this particular example, Karena and I were making a chocolate a chip cake—a recipe that has been passed down from my Oma. It is a complicated recipe because it requires a weight scale rather than measuring cups and because instructions such as “add enough milk to make a soft dough” are far from precise. The recipe is not just a meaningless entry I found in a random book or on a random website but rather a multilayered narrative and an expression of my personal heritage. As Theophano and Tye have argued, recipes are a way to connect with family, friends, and specific groups of people either still living or long gone. Recipes are a way to create and relive memories. While I am lucky that my Oma is still very much alive, I imagine that I will someday use this recipe as a way to reconnect with her. When I serve this cake to my family members, we will surely be reminded of her. We will wonder where this recipe came from, how it is different from other chocolate chip cake recipes, and where she learned to make it. In fact, the recipe already varies considerably between homes. My Oma makes hers in a round pan, my mother in a loaf pan, and I in cupcake moulds. Each person has a different reason for her choice of presentation that is intrinsic to her reality and communicates a specific part of her identity. Thus by sharing this recipe with my daughter, I am not only ensuring that my memories are being passed on but I am also programming into her characteristics and values such as critical thinking, the worthiness of homemade food, and the importance of family time. Karena does not yet have her own cookbook but her preferences mean that some of the recipes in my collection are made more often than others. My cookbook continues to change and grow as I am currently prioritising foods I know my kids will eat. I am also shopping and surfing for children’s recipe books and websites in order to find kid-friendly meals we can make together. In her analysis of children and adolescent cookbooks published between the 1910s and 1950s, Sherrie Inness demonstrates that cookbooks have not only taught children how to cook, but also how to act. Through the titles and instructions (generally aimed at girls), the recipe choices (fluffy deserts for girls and meat dishes for boys), and the illustrations (of girls cooking and boys eating), these cookbooks have been a medium through which society has taught its youth about their future, gendered roles. Much research by critics such as Laura Shapiro, Sonia Cancian, and Inness, to name but a few, has documented this gendered division of labour in the home. However, the literature does not always reflect reality. As this next example demonstrates, men do cook and they also influence family cookbook creation. A while back, my husband spent quite a bit of time browsing through the World Wide Web to find a good recipe for a venison marinade. As an avid “barbecuer,” he has tried and tested a number of marinades and rubs over the years. Thus he knew what he was looking for in a good recipe. He found one, made it, and it was a hit! Just recently, he tried to find that recipe again. Rather than this being a simple process, after all he knew exactly which recipe he was looking for, it took quite a bit of searching before he found it. This time, he was sure to write it down to avoid having to repeat the frustrating experience. Ironically, when I went to put the written recipe into my personal cookbook, I found that he had, in fact, already copied it out. These two handwritten copies of the same recipe are but one place where my husband “speaks out” from, and claims a place within, what I had always considered “my” cookbook. His taste preferences and preferred cooking style is very different from my own—I would never have considered a venison marinade worth finding never mind copying out. By reading his and my recipes together, one can see an alternative to assumed gender roles in our kitchen. This cookbook proves a practice opposite from the conclusion that women cook to serve men which Inness and others have theorised from the cookbooks they have analysed and forces food and gender critics to reconsider stereotypical dichotomies. Another important example is a recipe that has not actually been written down and inserted into my cookbook but it is one my husband and I both take turns making. Years ago, we had found an excellent bacon-cheese dip online that we never managed to find again. Since then, we have been forced to adlib the recipe and it has, in my opinion, never been as good. Both these Internet-recipe examples illustrate the negative drawbacks to using the Internet to find, and store, recipes. Unfortunately, the Internet is not a book. It changes. Links are sometimes broken. Searches do not always yield the same results. Even with recipe-storing sites such as Allrecipes.com and Cooks.com, one must take the time to impute the information and there is no guarantee that the technology will work. While authors such as Anderson and Wagner bemoan that traditional cookbooks only give one version of most recipes, there are so many recipes online that it is sometimes overwhelming and difficult to make a choice. An amateur cook may find comfort in the illustrations and specific instruction, yet one still needs to either have an instinct for what makes a good recipe or needs to be willing to spend time trying them out. Of course the same can be said of regular cookbooks. Having printed texts in one’s home requires the patience to go through them and still requires a sense of suitability and manageability. In both cases, neither an abundance nor a lack of choice can guarantee results. It is true that both the Internet and printed cookbooks such as The Better Homes and Gardens provide numerous, step-by-step instructions and illustrations to help people learn to make food from scratch. Other encyclopedic volumes such as The Five Roses: A Guide to Good Cooking, like YouTube, videos break recipes down into simple steps and include visual tools to help a nervous cook. Yet there is a big difference between the theory and the practice. What in theory may appear simple still necessitates practice. A botched recipe can be the result of using different brands of ingredients, tools, or environmental conditions. Only practice can teach people how to make a recipe successfully. Furthermore, it is difficult to create an online cookbook that rivals the malleability of the personal cookbooks. It is true that recipe websites such as Cooks.com and Allrecipes.com do allow a person to store favourite recipes found on their websites. However, unless the submitter takes the time to personalise the content, recipes can lose their ties to their origins. Bookmaking sites such as Blurb.com are attractive options that do allow for personalisation. In her essay “Aunty Sylvie’s Sponge Foodmaking, Cookbooks and Nostalgia,” Sian Supski uses her aunt’s Blurb family cookbook to argue that the marvel of the Internet has ensured that important family food memories will be preserved; yet once printed, even these treasures risk becoming static documents. As Supski goes on to admit, she is a nervous cook and one can conclude that even this though this recipe collection is very special, it will never become personal because she will not add to it or modify the content. As the examples in Theophano's and Tye’s works demonstrate, the personal touches, the added comments, and the handwritten alterations on the actual recipes give people authority, autonomy, and independence. Hardcopies of recipes indicate through their tattered, dog-eared, and stained pages which recipes have been tried and have been considered to be worth keeping. While Internet sites frequently allow people to comment on recipes and so allow cooks to filter their options, commenting is not a requirement and the suggestions left by others do not necessarily reflect personal preferences. Although they do continue a social, recipe-networking trend that Theophano argues has always existed in relation to cookbook creation and personal foodways, once online, their anonymity and lack of personal connection strips them of their true potential. This is also true of printed cookbooks. Even those compiled by celebrity chefs such as Rachel Ray and Jamie Oliver cannot guarantee success as individuals still need to try them. These examples of recipe reading and recipe collecting advance Heldke’s argument that theory and practice blend in this activity. Recipes are not static. They change depending on who makes them, where they come from, and on the conditions under which they are executed. As critics, we need to recognise this blending of theory and practice and read recipe collections with this reality in mind. Conclusion Despite the growing number of blogs and recipe websites now available to the average cook, personal cookbooks are still a more useful and telling way to communicate information about ourselves and our foodways. As this reflection on actual experiences clearly demonstrates, personal cookbooks teach us about more than just food. They allow us to connect to the past in order to better understand who we are today in ways that the Internet and modern technology cannot. Just as cooking combines theory and practice, reading personal and family cookbooks allows critics to see how theories about foodmaking and gender play out in actual kitchens by actual people. The nuanced merging of voices within them illustrates that individuals alter over time as they come into contact with others. While printed cookbooks and online recipe sites do provide their own narrative possibilities, the stories that can be read in personal and family cookbooks prove that reading them is a thoughtful practice worthy of academic attention. References All Recipes.com Canada. 2013. 24 Apr. 2013. ‹http://allrecipes.com›. Anderson, L. V. “Cookbooks Are Headed for Extinction—and That’s OK.” Slate.com 18 Jun. 2012. 24 Apr. 2013 ‹http://www.slate.com/articles/technology/future_tense/2012/06/the_future_of_cookbooks_they_ll_go_extinct_and_that_s_ok_.html›. Blurb.ca. 2013. 27 May 2013. ‹http://blurb.ca›. Cancian, Sonia. "'Tutti a Tavola!' Feeding the Family in Two Generations of Italian Immigrant Households in Montreal." Edible Histories, Cultural Politics: Towards a Canadian Food History. Ed. Franca Iacovetta, Valerie J. Korinek, Marlene Epp. Toronto: U of Toronto P, 2012. 209–21. Cooks.com Recipe Search. 2013. 24 Apr. 2013. ‹http://www.cooks.com›. Darling, Jennifer Dorland. Ed. The Better Homes and Gardens New Cookbook. Des Moines: Meredith, 1996. Five Roses: A Guide to Good Cooking. North Vancouver: Whitecap, 2003. Floyd, Janet, and Laurel Forster. The Recipe Reader. Ed. Janet Floyd and Laurel Forster. Lincoln: U of Nebraska P, 2010. Heldke, Lisa."Foodmaking as a Thoughtful Practice." Cooking, Eating, Thinking: Transformative Philosophies of Food. Ed Deane W. Curtin and Lisa M. Heldke. Indiana UP, 1992. 203–29. ---. “Recipe for Theory Making.” Hypatia 3.2 (1988): 15–29. Inness, Sherrie. Dinner Roles: American Women and Culinary Culture. U of Iowa P, 2001. Leonardi, Susan. “Recipes for Reading: Pasta Salad, Lobster à la Riseholme, Key Lime Pie,” PMLA 104.3 (1989): 340–47. Marquis, Marie. "The Cookbooks Quebecers Prefer: More Than Just Recipes." What's to Eat? Entrées in Canadian Food History. Ed. Nathalie Cooke. Montreal: McGill-Queen’s UP, 2009. 213–27. Shapiro, Laura. Something from the Oven: Reinventing Dinner in 1950s America. New York: Viking, 2004. Theophano, Janet. Eat My Words: Reading Women's Lives through the Cookbooks They Wrote. Palgrave MacMillan: New York, 2002. Tye, Diane. Baking As Biography. Canada: McGill-Queen UP, 2010. Wagner, Vivian. “Cookbooks of the Future: Bye, Bye, Index Cards.” E-Commerce Times. Ecommercetimes.com. 20 Nov. 2011. 16 April 2013. ‹http://www.ecommercetimes.com/story/73842.html›.

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

Photograph by Gonzalo Echeverria (2010)We need to get some broad-based support, to capture the public’s imagination … so we have to offer up scary scenarios, make simplified, dramatic statements and make little mention of any doubts … each of us has to decide what the right balance is between being effective and being honest (Hulme 347). Acclaimed climate scientist, the late Stephen Schneider, made this comment in 1988. Later he regretted it and said that there are ways of using metaphors that can “convey both urgency and uncertainty” (Hulme 347). What Schneider encapsulates here is the great conundrum for those attempting to communicate climate change to the everyday public. How do scientists capture the public’s imagination and convey the desperation they feel about climate change, but do it ethically? If scientific findings are presented carefully, in boring technical jargon that few can understand, then they are unlikely to attract audiences or provide an impetus for behavioural change. “What can move someone to act?” asks communication theorists Susan Moser and Lisa Dilling (37). “If a red light blinks on in a cockpit” asks Donella Meadows, “should the pilot ignore it until in speaks in an unexcited tone? … Is there any way to say [it] sweetly? Patiently? If one did, would anyone pay attention?” (Moser and Dilling 37). In 2010 Tim Flannery was appointed Panasonic Chair in Environmental Sustainability at Macquarie University. His main teaching role remains within the new science communication programme. One of the first things Flannery was emphatic about was acquainting students with Karl Popper and the origin of the scientific method. “There is no truth in science”, he proclaimed in his first lecture to students “only theories, hypotheses and falsifiabilities”. In other words, science’s epistemological limits are framed such that, as Michael Lemonick argues, “a statement that cannot be proven false is generally not considered to be scientific” (n.p., my emphasis). The impetus for the following paper emanates precisely from this issue of scientific uncertainty — more specifically from teaching a course with Tim Flannery called Communicating climate change to a highly motivated group of undergraduate science communication students. I attempt to illuminate how uncertainty is constructed differently by different groups and that the “public” does not necessarily interpret uncertainty in the same way the sciences do. This paper also analyses how doubt has been politicised and operates polemically in media coverage of climate change. As Andrew Gorman-Murray and Gordon Waitt highlight in an earlier issue of M/C Journal that focused on the climate-culture nexus, an understanding of the science alone is not adequate to deal with the cultural change necessary to address the challenges climate change brings (n.p). Far from being redundant in debates around climate change, the humanities have much to offer. Erosion of Trust in Science The objectives of Macquarie’s science communication program are far more ambitious than it can ever hope to achieve. But this is not necessarily a bad thing. The initiative is a response to declining student numbers in maths and science programmes around the country and is designed to address the perceived lack of communication skills in science graduates that the Australian Council of Deans of Science identified in their 2001 report. According to Macquarie Vice Chancellor Steven Schwartz’s blog, a broader, and much more ambitious aim of the program is to “restore public trust in science and scientists in the face of widespread cynicism” (n.p.). In recent times the erosion of public trust in science was exacerbated through the theft of e-mails from East Anglia University’s Climate Research Unit and the so-called “climategate scandal” which ensued. With the illegal publication of the e-mails came claims against the Research Unit that climate experts had been manipulating scientific data to suit a pro-global warming agenda. Three inquiries later, all the scientists involved were cleared of any wrongdoing, however the damage had already been done. To the public, what this scandal revealed was a certain level of scientific hubris around the uncertainties of the science and an unwillingness to explain the nature of these uncertainties. The prevailing notion remained that the experts were keeping information from public scrutiny and not being totally honest with them, which at least in the short term, damaged the scientists’s credibility. Many argued that this signalled a shift in public opinion and media portrayal on the issue of climate change in late 2009. University of Sydney academic, Rod Tiffen, claimed in the Sydney Morning Herald that the climategate scandal was “one of the pivotal moments in changing the politics of climate change” (n.p). In Australia this had profound implications and meant that the bipartisan agreement on an emissions trading scheme (ETS) that had almost been reached, subsequently collapsed with (climate sceptic) Tony Abbott's defeat of (ETS advocate) Malcolm Turnbull to become opposition leader (Tiffen). Not long after the reputation of science received this almighty blow, albeit unfairly, the federal government released a report in February 2010, Inspiring Australia – A national strategy for engagement with the sciences as part of the country’s innovation agenda. The report outlines a commitment from the Australian government and universities around the country to address the challenges of not only communicating science to the broader community but, in the process, renewing public trust and engagement in science. The report states that: in order to achieve a scientifically engaged Australia, it will be necessary to develop a culture where the sciences are recognized as relevant to everyday life … Our science institutions will be expected to share their knowledge and to help realize full social, economic, health and environmental benefits of scientific research and in return win ongoing public support. (xiv-xv) After launching the report, Innovation Minister Kim Carr went so far as to conflate “hope” with “science” and in the process elevate a discourse of technological determinism: “it’s time for all true friends of science to step up and defend its values and achievements” adding that, "when you denigrate science, you destroy hope” (n.p.). Forever gone is our naïve post-war world when scientists were held in such high esteem that they could virtually use humans as guinea pigs to test out new wonder chemicals; such as organochlorines, of which DDT is the most widely known (Carson). Thanks to government-sponsored nuclear testing programs, if you were born in the 1950s, 1960s or early 1970s, your brain carries a permanent nuclear legacy (Flannery, Here On Earth 158). So surely, for the most part, questioning the authority and hubristic tendencies of science is a good thing. And I might add, it’s not just scientists who bear this critical burden, the same scepticism is directed towards journalists, politicians and academics alike – something that many cultural theorists have noted is characteristic of our contemporary postmodern world (Lyotard). So far from destroying hope, as the former Innovation Minister Kim Carr (now Minister for Innovation, Industry, Science and Research) suggests, surely we need to use the criticisms of science as a vehicle upon which to initiate hope and humility. Different Ways of Knowing: Bayesian Beliefs and Matters of Concern At best, [science] produces a robust consensus based on a process of inquiry that allows for continued scrutiny, re-examination, and revision. (Oreskes 370) In an attempt to capitalise on the Macquarie Science Faculty’s expertise in climate science, I convened a course in second semester 2010 called SCOM201 Science, Media, Community: Communicating Climate Change, with invaluable assistance from Penny Wilson, Elaine Kelly and Liz Morgan. Mike Hulme’s provocative text, Why we disagree about climate change: Understanding controversy, inaction and opportunity provided an invaluable framework for the course. Hulme’s book brings other types of knowledge, beyond the scientific, to bear on our attitudes towards climate change. Climate change, he claims, has moved from being just a physical, scientific, and measurable phenomenon to becoming a social and cultural phenomenon. In order to understand the contested nature of climate change we need to acknowledge the dynamic and varied meanings climate has played in different cultures throughout history as well as the role that our own subjective attitudes and judgements play. Climate change has become a battleground between different ways of knowing, alternative visions of the future, competing ideas about what’s ethical and what’s not. Hulme makes the point that one of the reasons that we disagree about climate change is because we disagree about the role of science in today’s society. He encourages readers to use climate change as a tool to rigorously question the basis of our beliefs, assumptions and prejudices. Since uncertainty was the course’s raison d’etre, I was fortunate to have an extraordinary cohort of students who readily engaged with a course that forced them to confront their own epistemological limits — both personally and in a disciplinary sense. (See their blog: https://scom201.wordpress.com/). Science is often associated with objective realities. It thus tends to distinguish itself from the post-structuralist vein of critique that dominates much of the contemporary humanities. At the core of post-structuralism is scepticism about everyday, commonly accepted “truths” or what some call “meta-narratives” as well as an acknowledgement of the role that subjectivity plays in the pursuit of knowledge (Lyotard). However if we can’t rely on objective truths or impartial facts then where does this leave us when it comes to generating policy or encouraging behavioural change around the issue of climate change? Controversial philosophy of science scholar Bruno Latour sits squarely in the post-structuralist camp. In his 2004 article, “Why has critique run out of steam? From matters of fact to matters of concern”, he laments the way the right wing has managed to gain ground in the climate change debate through arguing that uncertainty and lack of proof is reason enough to deny demands for action. Or to use his turn-of-phrase, “dangerous extremists are using the very same argument of social construction to destroy hard-won evidence that could save our lives” (Latour n.p). Through co-opting (the Left’s dearly held notion of) scepticism and even calling themselves “climate sceptics”, they exploited doubt as a rationale for why we should do nothing about climate change. Uncertainty is not only an important part of science, but also of the human condition. However, as sociologist Sheila Jasanoff explains in her Nature article, “Technologies of Humility”, uncertainty has become like a disease: Uncertainty has become a threat to collective action, the disease that knowledge must cure. It is the condition that poses cruel dilemmas for decision makers; that must be reduced at all costs; that is tamed with scenarios and assessments; and that feeds the frenzy for new knowledge, much of it scientific. (Jasanoff 33) If we move from talking about climate change as “a matter of fact” to “a matter of concern”, argues Bruno Latour, then we can start talking about useful ways to combat it, rather than talking about whether the science is “in” or not. Facts certainly matter, claims Latour, but they can’t give us the whole story, rather “they assemble with other ingredients to produce a matter of concern” (Potter and Oster 123). Emily Potter and Candice Oster suggest that climate change can’t be understood through either natural or cultural frames alone and, “unlike a matter of fact, matters of concern cannot be explained through a single point of view or discursive frame” (123). This makes a lot of what Hulme argues far more useful because it enables the debate to be taken to another level. Those of us with non-scientific expertise can centre debates around the kinds of societies we want, rather than being caught up in the scientific (un)certainties. If we translate Latour’s concept of climate change being “a matter of concern” into the discourse of environmental management then what we come up with, I think, is the “precautionary principle”. In the YouTube clip, “Stephen Schneider vs Skeptics”, Schneider argues that when in doubt about the potential environmental impacts of climate change, we should always apply the precautionary principle. This principle emerged from the UN conference on Environment and Development in Rio de Janeiro in 1992 and concerns the management of scientific risk. However its origins are evident much earlier in documents such as the “Use of Pesticides” from US President’s Science Advisory Committee in 1962. Unlike in criminal and other types of law where the burden of proof is on the prosecutor to show that the person charged is guilty of a particular offence, in environmental law the onus of proof is on the manufacturers to demonstrate the safety of their product. For instance, a pesticide should be restricted or disproved for use if there is “reasonable doubt” about its safety (Oreskes 374). Principle 15 of the Rio Declaration on Environment and Development in 1992 has its foundations in the precautionary principle: “Where there are threats of serious or irreversible environmental damage, lack of full scientific certainty should not be used as a reason for postponing measures to prevent environmental degradation” (n.p). According to Environmental Law Online, the Rio declaration suggests that, “The precautionary principle applies where there is a ‘lack of full scientific certainty’ – that is, when science cannot say what consequences to expect, how grave they are, or how likely they are to occur” (n.p.). In order to make predictions about the likelihood of an event occurring, scientists employ a level of subjectivity, or need to “reveal their degree of belief that a prediction will turn out to be correct … [S]omething has to substitute for this lack of certainty” otherwise “the only alternative is to admit that absolutely nothing is known” (Hulme 85). These statements of “subjective probabilities or beliefs” are called Bayesian, after eighteenth century English mathematician Sir Thomas Bayes who developed the theory of evidential probability. These “probabilities” are estimates, or in other words, subjective, informed judgements that draw upon evidence and experience about the likelihood of event occurring. The Intergovernmental Panel on Climate Change (IPCC) uses Bayesian beliefs to determine the risk or likelihood of an event occurring. The IPCC provides the largest international scientific assessment of climate change and often adopts a consensus model where viewpoint reached by the majority of scientists is used to establish knowledge amongst an interdisciplinary community of scientists and then communicate it to the public (Hulme 88). According to the IPCC, this consensus is reached amongst more than more than 450 lead authors, more than 800 contributing authors, and 2500 scientific reviewers. While it is an advisory body and is not policy-prescriptive, the IPCC adopts particular linguistic conventions to indicate the probability of a statement being correct. Stephen Schneider convinced the IPCC to use this approach to systemise uncertainty (Lemonick). So for instance, in the IPCC reports, the term “likely” denotes a chance of 66%-90% of the statement being correct, while “very likely” denotes more than a 90% chance. Note the change from the Third Assessment Report (2001), indicating that “most of the observed warming in over the last fifty years is likely to have been due to the increase in greenhouse gas emissions” to the Fourth Assessment (February 2007) which more strongly states: “Most of the observed increase in global average temperatures since the mid twentieth century is very likely due to the observed increase in anthropogenic greenhouse gas concentrations” (Hulme 51, my italics). A fiery attack on Tim Flannery by Andrew Bolt on Steve Price’s talkback radio show in June 2010 illustrates just how misunderstood scientific uncertainty is in the broader community. When Price introduces Flannery as former Australian of the Year, Bolt intercedes, claiming Flannery is “Alarmist of the Year”, then goes on to chastise Flannery for making various forecasts which didn’t eventuate, such as that Perth and Brisbane might run out of water by 2009. “How much are you to blame for the swing in sentiment, the retreat from global warming policy and rise of scepticism?” demands Bolt. In the context of the events of late 2009 and early 2010, the fact that these events didn’t materialise made Flannery, and others, seem unreliable. And what Bolt had to say on talkback radio, I suspect, resonated with a good proportion of its audience. What Bolt was trying to do was discredit Flannery’s scientific credentials and in the process erode trust in the expert. Flannery’s response was to claim that, what he said was that these events might eventuate. In much the same way that the climate sceptics have managed to co-opt scepticism and use it as a rationale for inaction on climate change, Andrew Bolt here either misunderstands basic scientific method or quite consciously misleads and manipulates the public. As Naomi Oreskes argues, “proof does not play the role in science that most people think it does (or should), and therefore it cannot play the role in policy that skeptics demand it should” (Oreskes 370). Doubt and ‘Situated’ Hope Uncertainty and ambiguity then emerge here as resources because they force us to confront those things we really want–not safety in some distant, contested future but justice and self-understanding now. (Sheila Jasanoff, cited in Hulme, back cover) In his last published book before his death in mid-2010, Science as a contact sport, Stephen Schneider’s advice to aspiring science communicators is that they should engage with the media “not at all, or a lot”. Climate scientist Ann Henderson-Sellers adds that there are very few scientists “who have the natural ability, and learn or cultivate the talents, of effective communication with and through the media” (430). In order to attract the public’s attention, it was once commonplace for scientists to write editorials and exploit fear-provoking measures by including a “useful catastrophe or two” (Moser and Dilling 37). But are these tactics effective? Susanne Moser thinks not. She argues that “numerous studies show that … fear may change attitudes … but not necessarily increase active engagement or behaviour change” (Moser 70). Furthermore, risk psychologists argue that danger is always context specific (Hulme 196). If the risk or danger is “situated” and “tangible” (such as lead toxicity levels in children in Mt Isa from the Xstrata mine) then the public will engage with it. However if it is “un-situated” (distant, intangible and diffuse) like climate change, the audience is less likely to. In my SCOM201 class we examined the impact of two climate change-related campaigns. The first one was a short film used to promote the 2010 Copenhagen Climate Change Summit (“Scary”) and the second was the State Government of Victoria’s “You have the power: Save Energy” public awareness campaign (“You”). Using Moser’s article to guide them, students evaluated each campaign’s effectiveness. Their conclusions were that the “You have the power” campaign had far more impact because it a) had very clear objectives (to cut domestic power consumption) b) provided a very clear visualisation of carbon dioxide through the metaphor of black balloons wafting up into the atmosphere, c) gave viewers a sense of empowerment and hope through describing simple measures to cut power consumption and, d) used simple but effective metaphors to convey a world progressed beyond human control, such as household appliances robotically operating themselves in the absence of humans. Despite its high production values, in comparison, the Copenhagen Summit promotion was more than ineffective and bordered on propaganda. It actually turned viewers off with its whining, righteous appeal of, “please help the world”. Its message and objectives were ambiguous, it conveyed environmental catastrophe through hackneyed images, exploited children through a narrative based on fear and gave no real sense of hope or empowerment. In contrast the Victorian Government’s campaign focused on just one aspect of climate change that was made both tangible and situated. Doubt and uncertainty are productive tools in the pursuit of knowledge. Whether it is scientific or otherwise, uncertainty will always be the motivation that “feeds the frenzy for new knowledge” (Jasanoff 33). Articulating the importance of Hulme’s book, Sheila Jasanoff indicates we should make doubt our friend, “Without downplaying its seriousness, Hulme demotes climate change from ultimate threat to constant companion, whose murmurs unlock in us the instinct for justice and equality” (Hulme back cover). The “murmurs” that Jasanoff gestures to here, I think, can also be articulated as hope. And it is in this discussion of climate change that doubt and hope sit side-by-side as bedfellows, mutually entangled. Since the “failed” Copenhagen Summit, there has been a distinct shift in climate change discourse from “experts”. We have moved away from doom and gloom discourses and into the realm of what I shall call “situated” hope. “Situated” hope is not based on blind faith alone, but rather hope grounded in evidence, informed judgements and experience. For instance, in distinct contrast to his cautionary tale The Weather Makers: The History & Future Impact of Climate Change, Tim Flannery’s latest book, Here on Earth is a biography of our Earth; a planet that throughout its history has oscillated between Gaian and Medean impulses. However Flannery’s wonder about the natural world and our potential to mitigate the impacts of climate change is not founded on empty rhetoric but rather tempered by evidence; he presents a series of case studies where humanity has managed to come together for a global good. Whether it’s the 1987 Montreal ban on CFCs (chlorinated fluorocarbons) or the lesser-known 2001 Stockholm Convention on POP (Persistent Organic Pollutants), what Flannery envisions is an emerging global civilisation, a giant, intelligent super-organism glued together through social bonds. He says: If that is ever achieved, the greatest transformation in the history of our planet would have occurred, for Earth would then be able to act as if it were as Francis Bacon put it all those centuries ago, ‘one entire, perfect living creature’. (Here on Earth, 279) While science might give us “our most reliable understanding of the natural world” (Oreskes 370), “situated” hope is the only productive and ethical currency we have. ReferencesAustralian Council of Deans of Science. What Did You Do with Your Science Degree? A National Study of Employment Outcomes for Science Degree Holders 1990-2000. Melbourne: Centre for the Study of Higher Education, University of Melbourne, 2001. Australian Government Department of Innovation, Industry, Science and Research, Inspiring Australia – A National Strategy for Engagement with the Sciences. Executive summary. Canberra: DIISR, 2010. 24 May 2010 ‹http://www.innovation.gov.au/SCIENCE/INSPIRINGAUSTRALIA/Documents/InspiringAustraliaSummary.pdf›. “Andrew Bolt with Tim Flannery.” Steve Price. Hosted by Steve Price. Melbourne: Melbourne Talkback Radio, 2010. 9 June 2010 ‹http://www.mtr1377.com.au/index2.php?option=com_newsmanager&task=view&id=6209›. Carson, Rachel. Silent Spring. London: Penguin, 1962 (2000). Carr, Kim. “Celebrating Nobel Laureate Professor Elizabeth Blackburn.” Canberra: DIISR, 2010. 19 Feb. 2010 ‹http://minister.innovation.gov.au/Carr/Pages/CELEBRATINGNOBELLAUREATEPROFESSORELIZABETHBLACKBURN.aspx›. Environmental Law Online. “The Precautionary Principle.” N.d. 19 Jan 2011 ‹http://www.envirolaw.org.au/articles/precautionary_principle›. Flannery, Tim. The Weather Makers: The History & Future Impact of Climate Change. Melbourne: Text Publishing, 2005. ———. Here on Earth: An Argument for Hope. Melbourne: Text Publishing, 2010. Gorman-Murray, Andrew, and Gordon Waitt. “Climate and Culture.” M/C Journal 12.4 (2009). 9 Mar 2011 ‹http://journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/184/0›. Harrison, Karey. “How ‘Inconvenient’ Is Al Gore’s Climate Change Message?” M/C Journal 12.4 (2009). 9 Mar 2011 ‹http://journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/175›. Henderson-Sellers, Ann. “Climate Whispers: Media Communication about Climate Change.” Climatic Change 40 (1998): 421–456. Hulme, Mike. Why We Disagree about Climate Change: Understanding, Controversy, Inaction and Opportunity. Cambridge: Cambridge UP, 2009. Intergovernmental Panel on Climate Change. A Picture of Climate Change: The Current State of Understanding. 2007. 11 Jan 2011 ‹http://www.ipcc.ch/pdf/press-ar4/ipcc-flyer-low.pdf›. Jasanoff, Sheila. “Technologies of Humility.” Nature 450 (2007): 33. Latour, Bruno. “Why Has Critique Run Out of Steam? From Matters of Fact to Matters of Concern.” Critical Inquiry 30.2 (2004). 19 Jan 2011 ‹http://criticalinquiry.uchicago.edu/issues/v30/30n2.Latour.html›. Lemonick, Michael D. “Climate Heretic: Judith Curry Turns on Her Colleagues.” Nature News 1 Nov. 2010. 9 Mar 2011 ‹http://www.nature.com/news/2010/101101/full/news.2010.577.html›. Lyotard, Jean-Francois. The Postmodern Condition: A Report on Knowledge. Minneapolis: U of Minnesota P, 1984. Moser, Susanne, and Lisa Dilling. “Making Climate Hot: Communicating the Urgency and Challenge of Global Climate Change.” Environment 46.10 (2004): 32-46. Moser, Susie. “More Bad News: The Risk of Neglecting Emotional Responses to Climate Change Information.” In Susanne Moser and Lisa Dilling (eds.), Creating a Climate for Change: Communicating Climate Change and Facilitating Social Change. Cambridge: Cambridge UP, 2007. 64-81. Oreskes, Naomi. “Science and Public Policy: What’s Proof Got to Do with It?” Environmental Science and Policy 7 (2004): 369-383. Potter, Emily, and Candice Oster. “Communicating Climate Change: Public Responsiveness and Matters of Concern.” Media International Australia 127 (2008): 116-126. President’s Science Advisory Committee. “Use of Pesticides”. Washington, D.C.: The White House, 1963. United Nations Declaration on Environment and Development. Rio de Janeiro, 1992. 19 Jan 2011 ‹http://www.unep.org/Documents.Multilingual/Default.asp?DocumentID=78&ArticleID=1163›. “Scary Global Warming Propaganda Video Shown at the Copenhagen Climate Meeting – 7 Dec. 2009.” YouTube. 21 Mar. 2011‹http://www.youtube.com/watch?v=jzSuP_TMFtk&feature=related›. Schneider, Stephen. Science as a Contact Sport: Inside the Battle to Save Earth’s Climate. National Geographic Society, 2010. ———. “Stephen Schneider vs. the Sceptics”. YouTube. 21 Mar. 2011 ‹http://www.youtube.com/watch?v=7rj1QcdEqU0›. Schwartz, Steven. “Science in Search of a New Formula.” 2010. 20 May 2010 ‹http://www.vc.mq.edu.au/blog/2010/03/11/science-in-search-of-a-new-formula/›. Tiffen, Rodney. "You Wouldn't Read about It: Climate Scientists Right." Sydney Morning Herald 26 July 2010. 19 Jan 2011 ‹http://www.smh.com.au/environment/climate-change/you-wouldnt-read-about-it-climate-scientists-right-20100727-10t5i.html›. “You Have the Power: Save Energy.” YouTube. 21 Mar. 2011 ‹http://www.youtube.com/watch?v=SCiS5k_uPbQ›.

Introduction In October 2008, the UK’s National Videogame Archive became a reality and after years of negotiation, preparation and planning, this partnership between Nottingham Trent University’s Centre for Contemporary Play research group and The National Media Museum, accepted its first public donations to the collection. These first donations came from Sony’s Computer Entertainment Europe’s London Studios who presented the original, pre-production PlayStation 2 EyeToy camera (complete with its hand-written #1 sticker) and Harmonix who crossed the Atlantic to deliver prototypes of the Rock Band drum kit and guitar controllers along with a slew of games. Since then, we have been inundated with donations, enquiries and volunteers offering their services and it is clear that we have exciting and challenging times ahead of us at the NVA as we seek to continue our collecting programme and preserve, conserve, display and interpret these vital parts of popular culture. This essay, however, is not so much a document of these possible futures for our research or the challenges we face in moving forward as it is a discussion of some of the issues that make game preservation a vital and timely undertaking. In briefly telling the story of the genesis of the NVA, I hope to draw attention to some of the peculiarities (in both senses) of the situation in which videogames currently exist. While considerable attention has been paid to the preservation and curation of new media arts (e.g. Cook et al.), comparatively little work has been undertaken in relation to games. Surprisingly, the games industry has been similarly neglectful of the histories of gameplay and gamemaking. Throughout our research, it has became abundantly clear that even those individuals and companies most intimately associated with the development of this form, do not hold their corporate and personal histories in the high esteem we expected (see also Lowood et al.). And so, despite the well-worn bluster of an industry that proclaims itself as culturally significant as Hollywood, it is surprisingly difficult to find a definitive copy of the boxart of the final release of a Triple-A title let alone any of the pre-production materials. Through our journeys in the past couple of years, we have encountered shoeboxes under CEOs’ desks and proud parents’ collections of tapes and press cuttings. These are the closest things to a formalised archive that we currently have for many of the biggest British game development and publishing companies. Not only is this problematic in and of itself as we run the risk of losing titles and documents forever as well as the stories locked up in the memories of key individuals who grow ever older, but also it is symptomatic of an industry that, despite its public proclamations, neither places a high value on its products as popular culture nor truly recognises their impact on that culture. While a few valorised, still-ongoing, franchises like the Super Mario and Legend of Zelda series are repackaged and (digitally) re-released so as to provide continuity with current releases, a huge number of games simply disappear from view once their short period of retail limelight passes. Indeed, my argument in this essay rests to some extent on the admittedly polemical, and maybe even antagonistic, assertion that the past business and marketing practices of the videogames industry are partly to blame for the comparatively underdeveloped state of game preservation and the seemingly low cultural value placed on old games within the mainstream marketplace. Small wonder, then, that archives and formalised collections are not widespread. However antagonistic this point may seem, this essay does not set out merely to criticise the games industry. Indeed, it is important to recognise that the success and viability of projects such as the NVA is derived partly from close collaboration with industry partners. As such, it is my hope that in addition to contributing to the conversation about the importance and need for formalised strategies of game preservation, this essay goes some way to demonstrating the necessity of universities, museums, developers, publishers, advertisers and retailers tackling these issues in partnership. The Best Game Is the Next Game As will be clear from these opening paragraphs, this essay is primarily concerned with ‘old’ games. Perhaps surprisingly, however, we shall see that ‘old’ games are frequently not that old at all as even the shiniest, and newest of interactive experiences soon slip from view under the pressure of a relentless industrial and institutional push towards the forthcoming release and the ‘next generation’. More surprising still is that ‘old’ games are often difficult to come by as they occupy, at best, a marginalised position in the contemporary marketplace, assuming they are even visible at all. This is an odd situation. Videogames are, as any introductory primer on game studies will surely reveal, big business (see Kerr, for instance, as well as trade bodies such as ELSPA and The ESA for up-to-date sales figures). Given the videogame industry seems dedicated to growing its business and broadening its audiences (see Radd on Sony’s ‘Game 3.0’ strategy, for instance), it seems strange, from a commercial perspective if no other, that publishers’ and developers’ back catalogues are not being mercilessly plundered to wring the last pennies of profit from their IPs. Despite being cherished by players and fans, some of whom are actively engaged in their own private collecting and curation regimes (sometimes to apparently obsessive excess as Jones, among others, has noted), videogames have, nonetheless, been undervalued as part of our national popular cultural heritage by institutions of memory such as museums and archives which, I would suggest, have largely ignored and sometimes misunderstood or misrepresented them. Most of all, however, I wish to draw attention to the harm caused by the videogames industry itself. Consumers’ attentions are focused on ‘products’, on audiovisual (but mainly visual) technicalities and high-definition video specs rather than on the experiences of play and performance, or on games as artworks or artefact. Most damagingly, however, by constructing and contributing to an advertising, marketing and popular critical discourse that trades almost exclusively in the language of instant obsolescence, videogames have been robbed of their historical value and old platforms and titles are reduced to redundant, legacy systems and easily-marginalised ‘retro’ curiosities. The vision of inevitable technological progress that the videogames industry trades in reminds us of Paul Duguid’s concept of ‘supersession’ (see also Giddings and Kennedy, on the ‘technological imaginary’). Duguid identifies supersession as one of the key tropes in discussions of new media. The reductive idea that each new form subsumes and replaces its predecessor means that videogames are, to some extent, bound up in the same set of tensions that undermine the longevity of all new media. Chun rightly notes that, in contrast with more open terms like multimedia, ‘new media’ has always been somewhat problematic. Unaccommodating, ‘it portrayed other media as old or dead; it converged rather than multiplied; it did not efface itself in favor of a happy if redundant plurality’ (1). The very newness of new media and of videogames as the apotheosis of the interactivity and multimodality they promise (Newman, "In Search"), their gleam and shine, is quickly tarnished as they are replaced by ever-newer, ever more exciting, capable and ‘revolutionary’ technologies whose promise and moment in the limelight is, in turn, equally fleeting. As Franzen has noted, obsolescence and the trail of abandoned, superseded systems is a natural, even planned-for, product of an infatuation with the newness of new media. For Kline et al., the obsession with obsolescence leads to the characterisation of the videogames industry as a ‘perpetual innovation economy’ whose institutions ‘devote a growing share of their resources to the continual alteration and upgrading of their products. However, it is my contention here that the supersessionary tendency exerts a more serious impact on videogames than some other media partly because the apparently natural logic of obsolescence and technological progress goes largely unchecked and partly because there remain few institutions dedicated to considering and acting upon game preservation. The simple fact, as Lowood et al. have noted, is that material damage is being done as a result of this manufactured sense of continual progress and immediate, irrefutable obsolescence. By focusing on the upcoming new release and the preview of what is yet to come; by exciting gamers about what is in development and demonstrating the manifest ways in which the sheen of the new inevitably tarnishes the old. That which is replaced is fit only for the bargain bin or the budget-priced collection download, and as such, it is my position that we are systematically undermining and perhaps even eradicating the possibility of a thorough and well-documented history for videogames. This is a situation that we at the National Videogame Archive, along with colleagues in the emerging field of game preservation (e.g. the International Game Developers Association Game Preservation Special Interest Group, and the Keeping Emulation Environments Portable project) are, naturally, keen to address. Chief amongst our concerns is better understanding how it has come to be that, in 2009, game studies scholars and colleagues from across the memory and heritage sectors are still only at the beginning of the process of considering game preservation. The IGDA Game Preservation SIG was founded only five years ago and its ‘White Paper’ (Lowood et al.) is just published. Surprisingly, despite the importance of videogames within popular culture and the emergence and consolidation of the industry as a potent creative force, there remains comparatively little academic commentary or investigation into the specific situation and life-cycles of games or the demands that they place upon archivists and scholars of digital histories and cultural heritage. As I hope to demonstrate in this essay, one of the key tasks of the project of game preservation is to draw attention to the consequences of the concentration, even fetishisation, of the next generation, the new and the forthcoming. The focus on what I have termed ‘the lure of the imminent’ (e.g. Newman, Playing), the fixation on not only the present but also the as-yet-unreleased next generation, has contributed to the normalisation of the discourses of technological advancement and the inevitability and finality of obsolescence. The conflation of gameplay pleasure and cultural import with technological – and indeed, usually visual – sophistication gives rise to a context of endless newness, within which there appears to be little space for the ‘outdated’, the ‘superseded’ or the ‘old’. In a commercial and cultural space in which so little value is placed upon anything but the next game, we risk losing touch with the continuities of development and the practices of play while simultaneously robbing players and scholars of the critical tools and resources necessary for contextualised appreciation and analysis of game form and aesthetics, for instance (see Monnens, "Why", for more on the value of preserving ‘old’ games for analysis and scholarship). Moreover, we risk losing specific games, platforms, artefacts and products as they disappear into the bargain bucket or crumble to dust as media decay, deterioration and ‘bit rot’ (Monnens, "Losing") set in. Space does not here permit a discussion of the scope and extent of the preservation work required (for instance, the NVA sets its sights on preserving, documenting, interpreting and exhibiting ‘videogame culture’ in its broadest sense and recognises the importance of videogames as more than just code and as enmeshed within complex networks of productive, consumptive and performative practices). Neither is it my intention to discuss here the specific challenges and numerous issues associated with archival and exhibition tools such as emulation which seek to rebirth code on up-to-date, manageable, well-supported hardware platforms but which are frequently insensitive to the specificities and nuances of the played experience (see Newman, "On Emulation", for some further notes on videogame emulation, archiving and exhibition and Takeshita’s comments in Nutt on the technologies and aesthetics of glitches, for instance). Each of these issues is vitally important and will, doubtless become a part of the forthcoming research agenda for game preservation scholars. My focus here, however, is rather more straightforward and foundational and though it is deliberately controversial, it is my hope that its casts some light over some ingrained assumptions about videogames and the magnitude and urgency of the game preservation project. Videogames Are Disappearing? At a time when retailers’ shelves struggle under the weight of newly-released titles and digital distribution systems such as Steam, the PlayStation Network, Xbox Live Marketplace, WiiWare, DSiWare et al bring new ways to purchase and consume playable content, it might seem strange to suggest that videogames are disappearing. In addition to what we have perhaps come to think of as the ‘usual suspects’ in the hardware and software publishing marketplace, over the past year or so Apple have, unexpectedly and perhaps even surprising themselves, carved out a new gaming platform with the iPhone/iPod Touch and have dramatically simplified the notoriously difficult process of distributing mobile content with the iTunes App Store. In the face of this apparent glut of games and the emergence and (re)discovery of new markets with the iPhone, Wii and Nintendo DS, videogames seem an ever more a vital and visible part of popular culture. Yet, for all their commercial success and seemingly penetration the simple fact is that they are disappearing. And at an alarming rate. Addressing the IGDA community of game developers and producers, Henry Lowood makes the point with admirable clarity (see also Ruggill and McAllister): If we fail to address the problems of game preservation, the games you are making will disappear, perhaps within a few decades. You will lose access to your own intellectual property, you will be unable to show new developers the games you designed or that inspired you, and you may even find it necessary to re-invent a bunch of wheels. (Lowood et al. 1) For me, this point hit home most persuasively a few years ago when, along with Iain Simons, I was invited by the British Film Institute to contribute a book to their ‘Screen Guides’ series. 100 Videogames (Newman and Simons) was an intriguing prospect that provided us with the challenge and opportunity to explore some of the key moments in videogaming’s forty year history. However, although the research and writing processes proved to be an immensely pleasurable and rewarding experience that we hope culminated in an accessible, informative volume offering insight into some well-known (and some less-well known) games, the project was ultimately tinged with a more than a little disappointment and frustration. Assuming our book had successfully piqued the interest of our readers into rediscovering games previously played or perhaps investigating games for the first time, what could they then do? Where could they go to find these games in order to experience their delights (or their flaws and problems) at first hand? Had our volume been concerned with television or film, as most of the Screen Guides are, then online and offline retailers, libraries, and even archives for less widely-available materials, would have been obvious ports of call. For the student of videogames, however, the choices are not so much limited as practically non-existant. It is only comparatively recently that videogame retailers have shifted away from an almost exclusive focus on new releases and the zeitgeist platforms towards a recognition of old games and systems through the creation of the ‘pre-owned’ marketplace. The ‘pre-owned’ transaction is one in which old titles may be traded in for cash or against the purchase of new releases of hardware or software. Surely, then, this represents the commercial viability of classic games and is a recognition on the part of retail that the new release is not the only game in town. Yet, if we consider more carefully the ‘pre-owned’ model, we find a few telling points. First, there is cold economic sense to the pre-owned business model. In their financial statements for FY08, ‘GAME revealed that the service isn’t just a key part of its offer to consumers, but its also represents an ‘attractive’ gross margin 39 per cent.’ (French). Second, and most important, the premise of the pre-owned business as it is communicated to consumers still offers nothing but primacy to the new release. That one would trade-in one’s old games in order to consume these putatively better new ones speaks eloquently in the language of obsolesce and what Dovey and Kennedy have called the ‘technological imaginary’. The wire mesh buckets of old, pre-owned games are not displayed or coded as treasure troves for the discerning or completist collector but rather are nothing more than bargain bins. These are not classic games. These are cheap games. Cheap because they are old. Cheap because they have had their day. This is a curious situation that affects videogames most unfairly. Of course, my caricature of the videogame retailer is still incomplete as a good deal of the instantly visible shopfloor space is dedicated neither to pre-owned nor new releases but rather to displays of empty boxes often sporting unfinalised, sometimes mocked-up, boxart flaunting titles available for pre-order. Titles you cannot even buy yet. In the videogames marketplace, even the present is not exciting enough. The best game is always the next game. Importantly, retail is not alone in manufacturing this sense of dissatisfaction with the past and even the present. The specialist videogames press plays at least as important a role in reinforcing and normalising the supersessionary discourse of instant obsolescence by fixing readers’ attentions and expectations on the just-visible horizon. Examining the pages of specialist gaming publications reveals them to be something akin to Futurist paeans dedicating anything from 70 to 90% of their non-advertising pages to previews, interviews with developers about still-in-development titles (see Newman, Playing, for more on the specialist gaming press’ love affair with the next generation and the NDA scoop). Though a small number of publications specifically address retro titles (e.g. Imagine Publishing’s Retro Gamer), most titles are essentially vehicles to promote current and future product lines with many magazines essentially operating as delivery devices for cover-mounted CDs/DVDs offering teaser videos or playable demos of forthcoming titles to further whet the appetite. Manufacturing a sense of excitement might seem wholly natural and perhaps even desirable in helping to maintain a keen interest in gaming culture but the effect of the imbalance of popular coverage has a potentially deleterious effect on the status of superseded titles. Xbox World 360’s magnificently-titled ‘Anticip–O–Meter’ ™ does more than simply build anticipation. Like regular features that run under headings such as ‘The Next Best Game in The World Ever is…’, it seeks to author not so much excitement about the imminent release but a dissatisfaction with the present with which unfavourable comparisons are inevitably drawn. The current or previous crop of (once new, let us not forget) titles are not simply superseded but rather are reinvented as yardsticks to judge the prowess of the even newer and unarguably ‘better’. As Ashton has noted, the continual promotion of the impressiveness of the next generation requires a delicate balancing act and a selective, institutionalised system of recall and forgetting that recovers the past as a suite of (often technical) benchmarks (twice as many polygons, higher resolution etc.) In the absence of formalised and systematic collecting, these obsoleted titles run the risk of being forgotten forever once they no longer serve the purpose of demonstrating the comparative advancement of the successors. The Future of Videogaming’s Past Even if we accept the myriad claims of game studies scholars that videogames are worthy of serious interrogation in and of themselves and as part of a multifaceted, transmedial supersystem, we might be tempted to think that the lack of formalised collections, archival resources and readily available ‘old/classic’ titles at retail is of no great significance. After all, as Jones has observed, the videogame player is almost primed to undertake this kind of activity as gaming can, at least partly, be understood as the act and art of collecting. Games such as Animal Crossing make this tendency most manifest by challenging their players to collect objects and artefacts – from natural history through to works of visual art – so as to fill the initially-empty in-game Museum’s cases. While almost all videogames from The Sims to Katamari Damacy can be considered to engage their players in collecting and collection management work to some extent, Animal Crossing is perhaps the most pertinent example of the indivisibility of the gamer/archivist. Moreover, the permeability of the boundary between the fan’s collection of toys, dolls, posters and the other treasured objects of merchandising and the manipulation of inventories, acquisitions and equipment lists that we see in the menus and gameplay imperatives of videogames ensures an extensiveness and scope of fan collecting and archival work. Similarly, the sociality of fan collecting and the value placed on private hoarding, public sharing and the processes of research ‘…bridges to new levels of the game’ (Jones 48). Perhaps we should be as unsurprised that their focus on collecting makes videogames similar to eBay as we are to the realisation that eBay with its competitiveness, its winning and losing states, and its inexorable countdown timer, is nothing if not a game? We should be mindful, however, of overstating the positive effects of fandom on the fate of old games. Alongside eBay’s veneration of the original object, p2p and bittorrent sites reduce the videogame to its barest. Quite apart from the (il)legality of emulation and videogame ripping and sharing (see Conley et al.), the existence of ‘ROMs’ and the technicalities of their distribution reveals much about the peculiar tension between the interest in old games and their putative cultural and economic value. (St)ripped down to the barest of code, ROMs deny the gamer the paratextuality of the instruction manual or boxart. In fact, divorced from its context and robbed of its materiality, ROMs perhaps serve to make the original game even more distant. More tellingly, ROMs are typically distributed by the thousand in zipped files. And so, in just a few minutes, entire console back-catalogues – every game released in every territory – are available for browsing and playing on a PC or Mac. The completism of the collections allows detailed scrutiny of differences in Japanese versus European releases, for instance, and can be seen as a vital investigative resource. However, that these ROMs are packaged into collections of many thousands speaks implicitly of these games’ perceived value. In a similar vein, the budget-priced retro re-release collection helps to diminish the value of each constituent game and serves to simultaneously manufacture and highlight the manifestly unfair comparison between these intriguingly retro curios and the legitimately full-priced games of now and next. Customer comments at Amazon.co.uk demonstrate the way in which historical and technological comparisons are now solidly embedded within the popular discourse (see also Newman 2009b). Leaving feedback on Sega’s PS3/Xbox 360 Sega MegaDrive Ultimate Collection customers berate the publisher for the apparently meagre selection of titles on offer. Interestingly, this charge seems based less around the quality, variety or range of the collection but rather centres on jarring technological schisms and a clear sense of these titles being of necessarily and inevitably diminished monetary value. Comments range from outraged consternation, ‘Wtf, only 40 games?’, ‘I wont be getting this as one disc could hold the entire arsenal of consoles and games from commodore to sega saturn(Maybe even Dreamcast’ through to more detailed analyses that draw attention to the number of bits and bytes but that notably neglect any consideration of gameplay, experientiality, cultural significance or, heaven forbid, fun. “Ultimate” Collection? 32Mb of games on a Blu-ray disc?…here are 40 Megadrive games at a total of 31 Megabytes of data. This was taking the Michael on a DVD release for the PS2 (or even on a UMD for the PSP), but for a format that can store 50 Gigabytes of data, it’s an insult. Sega’s entire back catalogue of Megadrive games only comes to around 800 Megabytes - they could fit that several times over on a DVD. The ultimate consequence of these different but complementary attitudes to games that fix attentions on the future and package up decontextualised ROMs by the thousand or even collections of 40 titles on a single disc (selling for less than half the price of one of the original cartridges) is a disregard – perhaps even a disrespect – for ‘old’ games. Indeed, it is this tendency, this dominant discourse of inevitable, natural and unimpeachable obsolescence and supersession, that provided one of the prime motivators for establishing the NVA. As Lowood et al. note in the title of the IGDA Game Preservation SIG’s White Paper, we need to act to preserve and conserve videogames ‘before it’s too late’.ReferencesAshton, D. ‘Digital Gaming Upgrade and Recovery: Enrolling Memories and Technologies as a Strategy for the Future.’ M/C Journal 11.6 (2008). 13 Jun 2009 ‹http://journal.media-culture.org.au/index.php/mcjournal/article/viewArticle/86›.Buffa, C. ‘How to Fix Videogame Journalism.’ GameDaily 20 July 2006. 13 Jun 2009 ‹http://www.gamedaily.com/articles/features/how-to-fix-videogame-journalism/69202/?biz=1›. ———. ‘Opinion: How to Become a Better Videogame Journalist.’ GameDaily 28 July 2006. 13 Jun 2009 ‹http://www.gamedaily.com/articles/features/opinion-how-to-become-a-better-videogame-journalist/69236/?biz=1. ———. ‘Opinion: The Videogame Review – Problems and Solutions.’ GameDaily 2 Aug. 2006. 13 Jun 2009 ‹http://www.gamedaily.com/articles/features/opinion-the-videogame-review-problems-and-solutions/69257/?biz=1›. ———. ‘Opinion: Why Videogame Journalism Sucks.’ GameDaily 14 July 2006. 13 Jun 2009 ‹http://www.gamedaily.com/articles/features/opinion-why-videogame-journalism-sucks/69180/?biz=1›. Cook, Sarah, Beryl Graham, and Sarah Martin eds. Curating New Media, Gateshead: BALTIC, 2002. Duguid, Paul. ‘Material Matters: The Past and Futurology of the Book.’ In Gary Nunberg, ed. The Future of the Book. Berkeley, CA: University of California Press, 1996. 63–101. French, Michael. 'GAME Reveals Pre-Owned Trading Is 18% of Business.’ MCV 22 Apr. 2009. 13 Jun 2009 ‹http://www.mcvuk.com/news/34019/GAME-reveals-pre-owned-trading-is-18-per-cent-of-business›. Giddings, Seth, and Helen Kennedy. ‘Digital Games as New Media.’ In J. Rutter and J. Bryce, eds. Understanding Digital Games. London: Sage. 129–147. Gillen, Kieron. ‘The New Games Journalism.’ Kieron Gillen’s Workblog 2004. 13 June 2009 ‹http://gillen.cream.org/wordpress_html/?page_id=3›. Jones, S. The Meaning of Video Games: Gaming and Textual Strategies, New York: Routledge, 2008. Kerr, A. The Business and Culture of Digital Games. London: Sage, 2006. Lister, Martin, John Dovey, Seth Giddings, Ian Grant and Kevin Kelly. New Media: A Critical Introduction. London and New York: Routledge, 2003. Lowood, Henry, Andrew Armstrong, Devin Monnens, Zach Vowell, Judd Ruggill, Ken McAllister, and Rachel Donahue. Before It's Too Late: A Digital Game Preservation White Paper. IGDA, 2009. 13 June 2009 ‹http://www.igda.org/wiki/images/8/83/IGDA_Game_Preservation_SIG_-_Before_It%27s_Too_Late_-_A_Digital_Game_Preservation_White_Paper.pdf›. Monnens, Devin. ‘Why Are Games Worth Preserving?’ In Before It's Too Late: A Digital Game Preservation White Paper. IGDA, 2009. 13 June 2009 ‹http://www.igda.org/wiki/images/8/83/IGDA_Game_Preservation_SIG_-_Before_It%27s_Too_Late_-_A_Digital_Game_Preservation_White_Paper.pdf›. ———. ‘Losing Digital Game History: Bit by Bit.’ In Before It's Too Late: A Digital Game Preservation White Paper. IGDA, 2009. 13 June 2009 ‹http://www.igda.org/wiki/images/8/83/IGDA_Game_Preservation_SIG_-_Before_It%27s_Too_Late_-_A_Digital_Game_Preservation_White_Paper.pdf›. Newman, J. ‘In Search of the Videogame Player: The Lives of Mario.’ New Media and Society 4.3 (2002): 407-425.———. ‘On Emulation.’ The National Videogame Archive Research Diary, 2009. 13 June 2009 ‹http://www.nationalvideogamearchive.org/index.php/2009/04/on-emulation/›. ———. ‘Our Cultural Heritage – Available by the Bucketload.’ The National Videogame Archive Research Diary, 2009. 10 Apr. 2009 ‹http://www.nationalvideogamearchive.org/index.php/2009/04/our-cultural-heritage-available-by-the-bucketload/›. ———. Playing with Videogames, London: Routledge, 2008. ———, and I. Simons. 100 Videogames. London: BFI Publishing, 2007. Nutt, C. ‘He Is 8-Bit: Capcom's Hironobu Takeshita Speaks.’ Gamasutra 2008. 13 June 2009 ‹http://www.gamasutra.com/view/feature/3752/›. Radd, D. ‘Gaming 3.0. Sony’s Phil Harrison Explains the PS3 Virtual Community, Home.’ Business Week 9 Mar. 2007. 13 June 2009 ‹http://www.businessweek.com/innovate/content/mar2007/id20070309_764852.htm?chan=innovation_game+room_top+stories›. Ruggill, Judd, and Ken McAllister. ‘What If We Do Nothing?’ Before It's Too Late: A Digital Game Preservation White Paper. IGDA, 2009. 13 June 2009. ‹http://www.igda.org/wiki/images/8/83/IGDA_Game_Preservation_SIG_-_Before_It%27s_Too_Late_-_A_Digital_Game_Preservation_White_Paper.pdf›. 16-19.

IntroductionIn his seminal article, “Communications: Blindspot of Western Marxism” (1977), Dallas Smythe suggested that audiences are the commodity form of advertiser-supported communications, as their time is sold to advertisers. Audience measurement firms establish the audience size for a programme by calculating how many people are “tuned in” to a particular offering, and then provide their estimates to advertisers and break down their figures on the basis of demographic characteristics (these characteristics include age, gender, and income level). These ratings have long been the currency of the television industry. Essentially, Smythe points out that advertisers purchase, “the services of audiences with predictable specifications who will pay attention in predictable numbers and at particular times to particular means of communication” (4). Ien Ang has proposed that audience measurement produces an “objectified category of others” that can be governed and abstracted from the “messiness of everyday life” (8, 132). Indeed, Ang sees ratings to be a means of controlling the audience by creating a truth about them that suits the industry’s needs for an exchangeable commodity.In the United States, Nielsen ratings dictate the terms for the buying and selling of television advertising. Over the years, Nielsen has adjusted the measurement methodology to satisfy the demands of various stakeholders: audience measurement companies, advertisers, programme producers, and network executives, among others. Recently, however, social media (particularly Twitter) has threatened Nielsen’s preeminence. Writing in Wired magazine in 2013, Tom Vanderbilt went so far as to declare that the Nielsen Family—the “25,000 households whose TV habits collectively provide a statistical snapshot of a nation’s viewing behavior” (n.p.)—was now dead. He proposed that a show’s “tweetability” had become more important than its Nielsen rating.Nielsen, for its part, has tried to keep up with the changing television landscape and the demands of the television industry. In 2012 they partnered with McKinsey & Company to create the social media consulting company NM Incite, and acquired social TV startup SocialGuide. The following year the company introduced Nielsen Twitter TV Ratings (NTTR) as a supplement to its traditional ratings offering. This step is in line with the shifting industry interest from measuring audience exposure to programming to measuring audience engagement with programming (Jenkins; and Napoli).With NTTR, Nielsen has made, we suggest here, a fairly unimaginative and restricted addition to existing metrics in that it limits its measurements to tweet volume and tweet impressions. In this paper we explore other ways Twitter might be used to create insights that would be useful for audience research. Richard Rogers has raised the question of whether and when standard methods should be applied to the study of a new medium (162). We respond by proposing that, in the case of NTTR, traditional methods should not be applied to Twitter.We begin by briefly discussing the emergence of social media metrics and some of the problems involved in employing these metrics in current audience research. We then investigate how Twitter invites new forms of inquiry, drawing a picture of relationships among television programmes based on viewer tweets. In this re-imagining of audience research, following the Digital Methods tradition, we treat Twitter as a “postdemographic machine” (Rogers) that profiles user tastes, interests, favourite things, and so forth (rather than demographics such as age, income, educational level, and ethnicity).Nielsen and the Introduction of NTTRNielsen collects data about television viewing through diaries kept by members of a relatively small audience sample and meters that are connected to television sets. They provide ratings for programmes according to a system where one Nielsen rating point equals one per cent of all US households with television sets tuned into that programme. Two trends now strain this traditional form of the “exposure metrics” used in the buying and selling of primetime advertising: audience fragmentation and audience autonomy (Napoli). These terms refer, respectively, to the explosion of channels and platforms, first via cable television and later the Internet, on which viewers can watch television programming, and to viewers’ increased control over what television programmes they watch and when they watch them, thanks to technologies such as remote control, DVR, and now the Internet. These trends have eroded audience size for broadcast television and have made traditional metrics, which measure a sample of the audience, increasingly less representative of the viewing population as a whole. Responding to the changing television landscape, Nielsen introduced its “C3 rating” in 2009. This rating measures commercials watched both during first-run broadcasts and on DVR playback within three days (Nielsen Company, “C3 TV Ratings”). In this new landscape, producers and advertisers have begun to think that a small, yet engaged, group of viewers might be more valuable than a larger, more superficial audience (Jenkins 63). They have become increasingly interested in viewers’ engagement with particular programmes. Since around 2009, social TV as a television strategy—to stimulate people to watch television at its scheduled broadcast time and to deepen their engagement with programmes using the real-time features of social media—has gained prominence (van Es). Social TV efforts protect the existing business model for television.The Internet, and its communication structures, are becoming a valuable companion to television, not only because social media reinvigorates first-run viewing, but also because it provides data about viewing activity (Lee and Andrejevic). Social TV’s popularity made the introduction of NTTR unsurprising. Moreover, the particular partnership with Twitter, as opposed to other social platforms, makes sense, because Twitter is—at least for now—the biggest player in the social TV space. Its current ascendency may be due to the particular public openness of the platform, which unlike Facebook allows even non-account holders access to Twitter streams, and its users’ propensity to share their responses to TV on Twitter in real time (Proulx and Shepatin 13).NTTR measures the total number of tweets that refer to a specific television episode, the number of times these tweets were viewed (“impressions”), “unique authors” (accounts that tweeted at least once about a specific episode), and “unique audience” (the number of individual accounts that received at least one “impression” of the tweets about a specific episode [Nielsen Company, “Weekly Top Ten”]). Since May 2014, Nielsen also includes a demographic breakdown in NTTR, specifying the age and gender of those who tweet and view tweets (related to programming from 250 US TV networks). Through a partnership with GfK, a leading market research institute in Europe, Nielsen has since introduced Twitter TV ratings in Germany, Austria, and The Netherlands.In the United States, other companies besides Nielsen generate social TV analytics. Philip Napoli has compared the leading three social TV analytics providers: BlueFin Labs, Trenddr.tv, and General Sentiment. Twitter has recently acquired the first two of these firms as part of its efforts to solidify its position in the social TV landscape. These social TV analytics providers, Napoli claims, and we would add NTTR to the list, are methodologically distinct from traditional ratings in three ways. First, they track everyone who is tweeting about a programme rather than using a “representative” sample. Second, people do not receive incentives to participate in the research, or even get to opt in or out of it. Third, social analytics can focus on not only the “volume” but also the “valence” of an online conversation: it can assign, for instance, a quantitative score between 1 and 10 to reflect either positive or negative contributions on social media (Napoli 11).Among the reviewed providers, Napoli found two main methodological disparities: the platforms they draw data from and the time windows used (10-15). He contends that by measuring different factors they offer different interpretations of “engagement” and give conflicting representations of the audience as a commodity. Social media metrics are not going to work as long as there is disagreement over how to measure and value television’s viewers.Social media metrics have been met with considerable criticism. Like traditional metrics, they track a particular demographic rather than a random sample of people, and so are not broadly representative. Nancy Baym points out how social media metrics in audience research are affected by factors such as “skew,” a by-product of the fact that platforms actively shape the communication that takes place on them. Trending topics on Twitter may, for instance, boost the number of tweets about a programme. She also identifies the problem of deception: bots can tweet about topics and accounts can purchase certain forms of engagement (Baym n.p.).Most important here, perhaps, is what Baym calls “ambiguous meaning”: actions on social media are “uncoupled from contexts of action and application” (Dean in Baym n.p.). In the case of Twitter, for instance, it is not readily evident why people tweet, or why they retweet or favourite certain tweets; one can learn why people do so only through methods such as interviews.The discussion of these limitations highlights the need for a certain sensibility when encountering social media metrics. The limitations themselves, however, do not mean that Twitter is ineffectual for audience research. Tweets can help generate insights and raise new questions about television viewing. Between Counting Viewers and Counting TweetsTo explore the relationship between traditional ratings and NTTR, we collected tweets about television programmes in The Netherlands during the first four weeks of September 2014. This project was conducted, on behalf of BuzzCapture, by a group of research assistants of the Utrecht Data School (Leila Essanoussi, Friso Leder, David de Wied, and Koen Mooij) under our instruction. Specifically, we extracted tweets from 1 September up to, and including, 29 September 2014. We included one extra day since programmes aired on Sunday 28 might still have been discussed around midnight. Initially, we collected tweets on the basis of the official and popular hashtags relating to the 30 most-watched television programmes (rated by the national association for audience research, Stichting KijkOnderzoek, SKO); we then added two programmes not included in this list that were frequently mentioned on Twitter. We collected tweets referring to these 32 programmes as well as profile information of the related Twitter accounts. After removing marketing and spam accounts, we had a sample of 135,882 tweets posted by 39,792 unique tweeters.Figure 1: Number of Viewers versus Average Number of TweetsWe then compared the number of viewers to the average number of tweets referring to the 32 television programmes in a scatterplot (see Figure 1). We took the average number of tweets as our reference point to correct for the fact that the frequency of broadcasting differed among the programmes. Figure 1 shows that some programmes attract a large audience but generate few tweets, and vice versa. For example, Het Journaal, with three million viewers, generates an average of 160 tweets per broadcast, while Pauw, with fewer than 750,000 viewers, generates on average nearly 1,000 tweets.This sort of disparity suggests that what is “successful” in terms of the number of tweets may not be “successful” in terms of the number of viewers. There are several possible explanations for the variation in Twitter activity: a political talk show like Pauw consists of highly controversial content, making it more likely to “spark” tweets and retweets, while the eight o’clock news airs less polarising points of view. Moreover, reality shows like The Voice of Holland not only stir up conflict and invite enthusiastic judgements (Bratich) but also actively encourage their audience to interact through social media.Our sample, moreover, suggests that viewing television and tweeting about programming constitute two distinct phenomena. However, there remains a lot of speculation about what can be inferred from a tweet and tweet impressions, and thus what price tag to attach to these sorts of activities. Twitter numbers are now used either as a point of differentiation from traditional methods (such as, to sell programmes by claiming that they are successful, despite their low ratings), or when a programme’s audience is too small to be registered by traditional methods (Napoli). In what follows, we explore how tweets can be used to study viewing patterns, and briefly consider the advantages of doing so.Looking at Affiliations among TV Programmes through Tweets In his book Digital Methods (2013), Richard Rogers points out how social networking sites allow for new methods to study social networks. Information supplied to social media platforms can be used to explore “post-demographics,” meaning that they can be used to profile users’ tastes, interests, and favourite items, and the co-occurrences of the expressions of these preferences (154). Although this approach is common on various platforms (for example, in Amazon recommendations) and in online marketing practices (as in those that establish affiliations among the brands people tweet about), it has not commonly been used to research audiences. Looking at affiliations can, we suggest here, help create new knowledge about audiences.Figure 2: The Overlap in Tweeters among 32 Programmes in the NetherlandsUsing the same dataset of tweets used for the scatterplot, we tracked the viewing patterns of tweeters, analysing the sequence in which they used programme hashtags. We found that 8,958 people tweeted about more than one programme. The data revealed very interesting results when we calculated the relative overlap among programmes, charting the number of interrelating tweeters with respect to the absolute number of tweeters who referred to the two respective programmes. We imported the 32 nodes (the programmes) and the relative relations to Gephi in order to generate an association network, using the force-directed layout algorithm ForceAtlas2. The resulting network helps illuminate which programmes attract the same tweeters (see Figure 2). Our decision to rectify for the bias of highly social programmes has serious consequences and its validity is open to discussion. We did so to help expose taste relations (rather than reflect popularity).The association network demonstrates that TV shows of the same genre attract similar Twitter audiences: Dubbeltje op Zijn Kant and Uitstel van Executie are both reality shows about personal financial struggles, Studio Sport and Studio Voetbal are sport programmes, Hart van Nederland and RTL Boulevard are tabloid news shows, and Spoorloos and Familiedinner are programmes that centre on family issues. Aside from the strong overlap between programmes of the same genre, the visualisation also shows a concentration of programmes from public broadcasters—on the left-hand side of the figure—and those on commercial television—seen on the right. These connections suggest that people that watch commercial television tend to focus their viewing to commercial television (and the same is true for public television). The Voice of Holland, which seems to have a weak overlap in tweeters with multiple programmes, presents an intriguing case. This observation invites further consideration of its audience composition (which traditional ratings might help with).These are just some quick reflections made possible by using different methods to study Twitter. Although the input from an association network does not provide neat numbers that can serve as a “commodity,” it could help inform the programme schedules of television networks (they could adjust air times to better fit audience preferences, for example, by scheduling two TV shows with similar Twitter audiences in back-to-back time slots). Such insights could assist advertisers better understand consumer behaviour and viewing habits and thus maximise the effectiveness of their commercials. Television producers could also explore on-air and online collaborations between programmes. ConclusionIn this paper we have discussed the limitations of both traditional metrics and newer social media metrics. We explored how tweets can be used to generate insights into viewing patterns, briefly considering how such findings could benefit various parties. We have shown that the counting of tweets addresses the tweetability of a show but seems unrelated to the show’s number of viewers. We speculate, also, that programmes that spark polarised debate or motivate users to engage through social media are receiving many more mentions on Twitter than other sorts of programming. There is much space for TV programmers to build new relationships with their viewers.We have offered some criticism on the decision of NTTR to apply old methods to a new medium, and proposed that audience research on social media should—as the digital methods dictum goes—“follow the medium.” That is, such research should make use of the features of the medium (links, tags, timestamps, and the like) that invite new forms of inquiry. Finally, we have shown that a digital methods approach, although it will not necessarily provide conclusive answers, raises relevant questions that can elicit additional research.ReferencesAng, Ien. Desperately Seeking the Audience. London: Routledge, 1991.Baym, Nancy. “Data Not Seen: The Uses and Shortcomings of Social Media Metrics.” First Monday 18.10 (2013). 23 Sep. 2015 ‹http://firstmonday.org/ojs/index.php/fm/article/view/4873/3752›.Bratich, Jack. “Affective Convergence in Reality Television: A Case Study in Divergence.” Flow TV: Television in the Age of Media Convergence. Ed. M. Kackman, M. Binfield, M. Payne, A. Perlman, and B. Sebok. New York: Routledge, 2011. 55–74.Jenkins, Henry. Convergence Culture. New York: New York UP, 2006.Lee, Hye Jin, and Mark Andrejevic. “Second-Screen Theory: From the Democratic Surround to the Digital Enclosure.” Connected Viewing: Selling, Streaming, & Sharing Media in the Digital Era. Eds. Jennifer Holt and Kevin Sanson. New York: Routledge, 2014. 40–61.Napoli, Philip M. “The Institutionally Effective Audience in Flux: Social Media and the Reassessment of the Audience Commodity.” SSRN Electronic Journal (2013). 23 Sep. 2015 ‹http://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2260925_code548166.pdf?abstractid=2260925&mirid=3›.Proulx, Mike, and Stacey Shepatin. Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile. Hoboken, NJ: John Wiley & Sons, 2012. Rogers, Richard. Digital Methods. Cambridge, MA: MIT Press, 2013. SKO. “Kijkcijfers.” Home—Kijkonderzoek. n.d. 23 Sep. 2015 ‹https://kijkonderzoek.nl/kijkcijfers›.Smythe, Dallas W. “Communications: Blind Spot of Western Marxism.” Canadian Journal of Political and Social Theory 1.3 (1977): 1–27.The Nielsen Company. “C3 TV Ratings Show Impact of DVR Ad Viewing.” What People Watch, Listen to and Buy. Oct. 2009. 23 Sep. 2015 ‹http://www.nielsen.com/us/en/insights/news/2009/c3-tv-ratings-show-impact-of-dvr-ad-viewing.html›.———. "Weekly Top Ten." Nielsen Social. n.d. 23 Sep. 2015 ‹http://www.nielsensocial.com/nielsentwittertvratings/weekly/›.Vanderbilt, Tom. "The New Rules of the Hyper-Social, Data-Driven, Actor-Friendly, Super-Seductive Platinum Age of Television." Wired, Mar. 2013. 23 Sep. 2015 ‹http://www.wired.com/2013/03/nielsen-family-is-dead/›.Van Es, Karin. “The Perks and Perils of Social TV: On the Participation Dilemma in NBC’s The Voice.” Television & New Media (forthcoming).

IntroductionA catastrophe is often considered to be a final decisive event, resulting in a disastrous end. Two recent examples of catastrophes satisfying this definition were the 2012 super storm Sandy in the United States of America and the 2011 floods in Brisbane, Australia. The progress of these disasters was reported worldwide, yet coverage soon disappeared from the headlines, leaving people to deal with the aftermath of rebuilding homes, businesses and lives. The diagnosis of breast cancer is an individual’s catastrophic event. While not on the community-wide scale of the disasters mentioned previously, it can have disastrous effects on the individual as well as their family and friends. At the moment 1 in 8 women can expect to have a breast cancer diagnosis. In Australia alone this means approximately 1,375,000 people are likely to receive this diagnosis in the course of their lifetime. This article addresses how breast cancer can and does prompt women and their supportive friends, families and partners to become more creative as a result of the breast cancer (BC) diagnosis. In these cases, creativity—defined as doing something a little differently or thinking outside the square—can offer some remedy for catastrophe. Becoming totally involved in the creative moment, so as to lose all track of time and forget the trials and worries of BC, is referred to as flow. Flow is an “optimal experience” in which “people become so involved in what they are doing that the activity becomes spontaneous, almost automatic; they stop being aware of themselves as separate from the actions they are performing” (Csikszentmihalyi 53). This is one fruit of the creative process. This article refers to women as having breast cancer because the majority of people diagnosed with BC are women. However it is acknowledged that men constitute 0.8% of the total number of people diagnosed with BC (Breast Cancer in Australia). Responding to public concern, a range of charities has been formed to support people with breast cancer. One such charity is Breast Cancer Care WA (BCCWA). Together with the Australian Research Council (ARC) and Edith Cowan University (ECU), BCCWA supports an online community for people with breast cancer, Breast Cancer Click (Click). The membership of Click includes several male Clickers who are partners and supporters of Click members with BC. The Click online community consists of people with BC and their supporters, as well as health care practitioners and researchers. Those members with breast cancer are very interested in learning more about BC and supporting others in a similar situation whereas the health care practitioners and researchers are both supporting those with breast cancer and exploring the possibilities offered by online communities, to enhance their professional skills. Members of Click could be described as a community of practice, “groups of people informally bound together by shared expertise and passion for a joint enterprise” (Wenger and Snyder 139), in this case a passion for responding positively to a BC diagnosis. Wenger and Snyder go on to say: “People in communities of practice share their experiences and knowledge in free-flowing, creative ways that foster new approaches to problems” (140). The Click community helps foster creativity.Many of the verbatim quotes used in this article are taken from the www.breastcancerclick.com.au (Click) website. Instead of identifying a speaker with a personal attribution the term “Clicker” is used, and then qualified as a Clicker with breast cancer (BC) to differentiate the author from a Clicker who supports someone with breast cancer (Supporter). The Click website provides every member with an opportunity to express themselves and they often respond creatively to the challenges that confront them. The Chaos and Catastrophe of a Breast Cancer Diagnosis When a woman is first diagnosed with breast cancer, it is often as a result of her bi-annual mammogram. She expects a routine visit but is advised instead that she requires further investigation because abnormalities have been detected. This is not what she expected. Probably all previous mammograms have been normal. The personal catastrophe occurs when the woman receives a definitive diagnosis of breast cancer. Chaos is added to catastrophe as the patient and her family struggle to grasp the meaning of the diagnosis and the multiplicity of treatment options. For some, the diagnosis is quickly followed by another catastrophic event, the removal of one or both breasts. For others the catastrophe occurs by increments. This is evident in a member’s blog on the Click website,More surgery [...] dammit!!!!!!!!!! I just want this over NOW. The whole lot. I want my hair back, I want my working life back, I want the smile back on my man's face. I want ME back. I want to dance again. I want to have a conversation with friends that doesn't include my diagnosis or prognosis [...] short term, long term [...] any bloody term!!!! (Clicker BC) People with a breast cancer diagnosis do not always have an endpoint in sight, or an acceptable endpoint at all, and the chaos of treatment and recovery is focused on coping with the present and the next treatment on the horizon. This Clicker uses her blog to help her deal with the next stage of a seemingly interminable round of surgical and chemotherapeutic procedures which have thrown herself, her family, her friends and her work life into chaos. Other Clickers immediately responded to her angst with messages of support and understanding. Had this clicker not written a blog, she would not have received this support and consequently she may have coped less successfully with her treatment. Given the chaos and catastrophe inherent in a breast cancer diagnosis, what else can individuals do that makes a positive difference to their lives as they deal with the “treatment, wait, check” cycle that is the medical response to breast cancer? Creativity Arising from Chaos When people receive a life threatening diagnosis such as breast cancer, they sometimes choose to think outside the square, to do things a little differently, to change the way they relate to others, to learn a new art or craft or to take up a musical instrument. Being creative seems to provide distraction from the treatment, and may be something to look forward to when the treatment is over. Some choose to participate in a formal creative therapy program, others seek out a creative pursuit which they can do at home. For some women with a breast cancer diagnosis, joining the Click website is itself a creative act. Contributing to an online community with a common interest in BC which gives them unconditional support, such as Click, also provides them with new skills and allows other people to benefit from their advice and experience: Hi everyone. I know we all have different ways of dealing with our cancer. Mine has been to be more mindful of the wonders around me and savour every possible moment of joy. I have decided to start my own Blog to give myself a creative outlet and share my experiences. (Clicker BC) There may be a number of reasons for participating in an online community of people with breast cancer and their supporters. Whatever the motivation, it requires a person to think laterally and learn new skills in how to navigate and post to a website. A newbie member enters a relationship with people she hasn’t met. She can choose to create a new persona using an avatar, or simply devise a username which represents her online. Creativity, Click and Flow Susan Nesbit, an Associate Professor in the University of Manitoba’s occupational therapy department, was diagnosed with BC in 2000. She used “everyday creativity to maintain a good attitude and positive spirits” and refers to Csikszentmihalyi’s concept of “flow” to explain the gratifying experience which occurs when someone fully participates in an activity:that I am doing it for its own sake, and when I become so involved […] that I become spontaneous and almost automatic, I am experiencing flow. My energy flows smoothly, I feel relaxed, comfortable, energetic and totally absorbed, losing track of time. (Nesbit 63) Richards (489) describes creativity as having two conditions: one is originality and the other is meaningfulness. She argues that everyday creativity “in the multitudinous activities of day-to-day life […] has been conceptualised as a survival capability” (489). Click allows members to share this everyday creativity, inspiring a creative response in others. One Clicker (BC), who produces handmade cards at home, was inspired to hold a Skype card-making education session for rural and remote people (with and without BC).Today is a day of craft for me. I held my first remote workshop […] and it was a huge success. Just made a couple of Father's Day cards for a customer and decided to share some of my work with you all. I'd love you to take a peek at my album [...] doing what I love to do was and is my therapy to get me through each new crisis xxx. (Clicker BC) It seems this Clicker first achieved flow through the act of making cards for her own pleasure and then maintained that flow through the planning and execution of an online card making class, which was a great success. She found something that helped her to take control of her life and to live more fully and at the same time gave others the opportunity to do the same. The success of this session might inspire this Clicker to conduct more sessions for others, while those attending the session who may be battling a serious illness, might also achieve flow through absorption in the card-making process, then maintain flow through the positive responses they receive from recipients of these cards. Ripples in this online creative space reach out towards a widening pool of card makers, assisting them to cope with chaotic occurrences. Creative Therapy and Breast Cancer Some women may choose to participate in formal creative therapy programmes such as art therapy to help them deal with their cancer treatment. In general more women than men with cancer choose to use this creative response to help them cope (Geue et al. 168). This intervention when used with breast cancer patients has been shown to enhance psychological well-being by decreasing negative emotional states and enhancing positive ones (Puig et al. 224). For example, music therapy with a group of BC patients waiting for a chemotherapy cycle appeared to directly reduce patients’ anxiety and physiological arousal, while enhancing their sense of wellbeing and control (Bulfone et al. 241). Blogging and Breast Cancer The creative pursuit may already be part of woman’s “normal” or pre-diagnosis life, or may be identified and pursued as a result of the diagnosis and used as informal therapy to keep the chaos at bay, for example through joining a support website and blogging. Orgad’s research shows that when women write about their breast cancer story, “storytelling” online, it helps them cope with their disease. “The act of writing is seen as a crucial affirmation of living, a statement against fearfulness, invisibility and silence” (Lord qtd in. Orgad 67). The new ideas and direction for these women’s creativity may also be used to vent their feelings and to gain perspective on their breast cancer journey, or the story may be written to help others facing a similar journey. As evidenced by the collection of blogs at breastcancerblogs.org it seems a number of women find blogs offer a creative response to their breast cancer journey. The BC blogosphere is a vibrant record of resistance to the disease. Click members are encouraged to blog, and are given space on the site to do so, with full privacy if they choose. A study conducted by Chung and Kim (304) showed those cancer patients and their companions found blogging activity to be helpful in emotion management and for information sharing. The Clickers are also encouraged to complete a SWEE in their blog. SWEE stands for “structured written emotional expression” where a person writes about their breast cancer journey for 10-15 minutes each day for three to five days in a row. The Clicker has the opportunity to creatively express their positive and negative feelings about their breast cancer diagnosis. Research shows that writing a SWEE can be good for both physical and emotional health (Pennebaker 540; Lieberman, Morton and Goldstein 859; Butcher and Buckwalter 114; Stanton et al. 4165; Low, Stanton and Danoff-Burg 187). One Click member, the author of the Paw Paw Salad blog, received a top blog award from the breastcancerblogs website. She writes about her life with breast cancer and the stress of not knowing when or if she will ever be free of the disease. She is positive, however, about the Tamoxifen tablet she must take for another five years or more. She tries to only let the word “cancer” briefly enter her mind, once a day, when she takes her pill and to carry on as normal the rest of the time. On returning home from a camping trip, which she also described in her blog, she noted that her cancer medication bottle was looking battered and dirty.And for the first time, the sight of it made me smile. I've decided that this is just the way my Tamoxifen bottle should look. It’s not a bottle to be kept pristine in a medicine cabinet—I want it to be tossed into suitcases, kept cold in dust-covered eskies, dropped on the floor in the morning flurry. I'm hoping that my daily reminder of cancer will, as often as possible, be washed down with camp-stove coffee. And I’m thinking that the last pill of each year’s prescription demands a champagne and strawberry chaser (Paw Paw Salad). This post demonstrates the blogger’s ability to perceive and describe BC paraphernalia differently, and she uses this perspective to bolster her resilience in the face of the ongoing BC chaos in her life. Some Clickers express ambivalence towards taking Tamoxifen, a hormone based chemotherapeutic agent, because of its potentially deleterious side effects on their everyday sense of wellbeing. This blog entry may give them a new perspective on life, in spite of the possible side effects of the drug, and encourage them to celebrate the end of each year of taking the pill as one step towards being free of cancer. The fact that the writer can go camping while taking the Tamoxifen pill also demonstrates to others that life doesn’t have to stop. Mammoirs Some people with a BC diagnosis (non-Click members) have gone on to write what is affectionately called a “mammoir” a book which recounts their breast cancer journey or provides advice and information for those newly diagnosed with breast cancer. This is the term applied by Clickers even to established works of literature, such as Professor Brenda Walker’s award-winning “mammoir,” Reading by Moonlight: How Books Saved a Life. The book describes how Walker took refuge from the chaos of her breast cancer diagnosis in the books she’d always loved. Her experience of chaos prompted her to turn towards the creativity of others, which in turn triggered renewed creativity in the form of her memoir. Conclusion A diagnosis of breast cancer is for most women, a catastrophe. The newly diagnosed person is aware that this diagnosis may well be followed quite quickly by a mastectomy. Together with adjunct treatments, such as chemotherapy and/or radiotherapy, this causes chaos within the woman’s life, family and friendship networks. Each woman and her supporters deal with the catastrophe and ensuing chaos in their own individual creative way. Creative expressions include blogs, where women can tell their story; poetry, such as haikus and free verse; and simple venting of feelings about diagnosis and treatment. The SWEE technique seems to indicate that written engagement helps people cope with their diagnosis and illness. Attendance at art or music therapy sessions has been shown to be therapeutic and “mammoirs” have been written to help others to avoid the pitfalls of the health system or to deal with treatment and its side-effects. Both informal and formal or organised creative therapy appears to have positive psychological effects on the woman with breast cancer. Whether each individual with BC achieved flow, as described by Csikszentmihalyi, is not known, but it appears from the Click community that many do use everyday creative acts to help them deal with the ongoing chaos of their diagnosis and treatment. The Click was created to provide a blank canvas for those with breast cancer and their supporters to reach out to others in a similar situation. Through allowing people to respond creatively and to have those creative responses validated, this reaching out often also involves reaching in—and harnessing creativity. ReferencesAustralian Institute of Health and Welfare and Cancer Australia, 2012, Breast Cancer in Australia: An Overview, Cancer Series 71. CAN 67. Canberra: AIHW.Blog Nation. “breastcancerblogs.org.”2011-2012. 11 Mar. 2013 ‹http://www.breastcancerblogs.org/›. Breast Cancer Click. Breast Cancer Care WA. 2013. 6 Mar. 2013 ‹http://www.breastcancerclick.com.au›. Bulfone, Teresa, et al. "Effectiveness of Music Therapy for Anxiety Reduction in Women with Breast Cancer in Chemotherapy Treatment." Holistic Nursing Practice 23.4 (2009): 238-242. Butcher, Howard Karl, and K. Buckwalter. "Exasperations as Blessings: Meaning-Making and the Caregiving Experience." Journal of Aging and Identity 7.2 (2002): 113-132. Chung, Deborah S., and Sujin Kim. "Blogging Activity among Cancer Patients and Their Companions: Uses, Gratifications, and Predictors of Outcomes." Journal of the American Society for Information Science and Technology 59.2 (2007): 297-306. Csikszentmihalyi, Mihaly. Flow: The Psychology of Optimal Experience. New York: Harper and Row, 1990. Geue, Kristina, et al. "An Overview of Art Therapy Interventions for Cancer Patients and the Results of Research." Complementary Therapies in Medicine 18.3 (2010): 160-170. Lieberman, Morton A., and Benjamin A. Goldstein. "Self-Help On-Line: An Outcome Evaluation of Breast Cancer Bulletin Boards." Journal of Health Psychology 10.6 (2005): 855-862. Low, Carissa A., Annette L. Stanton, and Sharon Danoff-Burg. "Expressive Disclosure and Benefit Finding among Breast Cancer Patients: Mechanisms for Positive Health Effects." Health Psychology 25.2 (2006): 181-89. Nesbit, Susan G. "Using Creativity to Experience Flow on My Journey with Breast Cancer." Occupational Therapy in Mental Health 22.2 (2006): 61-79. Orgad, Shani. Storytelling Online: Talking Breast Cancer on the Internet. NY: Peter Lang, 2005. “Jagged Little Pill.” Paw Paw Salad. 16 Oct. 2012. 11 Mar. 2013. ‹http://www.paw-paw-salad.com/›. Pennebaker, J. "Putting Stress into Words: Health, Linguistic, and Therapeutic Implications." Behaviour Research and Therapy 31.6 (1993): 539-548. Puig, Ana, et al. "The Efficacy of Creative Arts Therapies to Enhance Emotional Expression, Spirituality, and Psychological Well-Being of Newly Diagnosed Stage I and Stage II Breast Cancer Patients: A Preliminary Study." The Arts in Psychotherapy 33.3 (2006): 218-228. Richards, Ruth. “When Illness Yields Creativity.” Eminent Creativity, Everyday Creativity and Health. Eds. Mark Runco and Ruth Richards. Greenwich: Ablex, 1997. 485-540. Stanton, Annette L, et al. "Randomized, Controlled Trial of Written Emotional Expression and Benefit Finding in Breast Cancer Patients." Journal of Clinical Oncology 20.20 (2002): 4160-4168. Wenger, Etienne, and William Snyder. "Communities of Practice: The Organizational Frontier.” Harvard Business Review 78.1 (2000): 139-146. Walker, Brenda. Reading by Moonlight: How Books Saved a Life. Australia: Penguin, 2010. Acknowledgements A special thanks to all the people, women and men, who have shared their lives with the research team via the Breast Cancer Click website. Breast Cancer Care WA, our ARC Linkage Project industry partner.

In March 2002, I was visiting the University of Southern California. One night, as sometimes happens on a vibrant campus, two interesting but very different public lectures were scheduled against one another. The first was by the co-chairman and co-founder of Adobe Systems Inc., Dr. John E. Warnock, talking about books. The second was a lecture by acclaimed video artist Bill Viola. The first event was clearly designed as a networking forum for faculty and entrepreneurs. The general student population was conspicuously absent. Warnock spoke of the future of Adobe, shared stories of his love of books, and in an embodiment of the democratising potential of Adobe software (and no doubt to the horror of archivists in the room) he invited the audience to handle extremely rare copies of early printed works from his personal library. In the lecture theatre where Viola was to speak the atmosphere was different. Students were everywhere; even at the price of ten dollars a head. Viola spoke of time and memory in the information age, of consciousness and existence, to an enraptured audience—and showed his latest work. The juxtaposition of these two events says something about our cultural moment, caught between a paradigm modelled on reverence toward the page, and a still emergent sense of medium, intensity and experimentation. But, the juxtaposition yields more. At one point in Warnock’s speech, in a demonstration of the ultra-high resolution possible in the next generation of Adobe products, he presented a scan of a manuscript, two pages, two columns per page, overflowing with detail. Fig. 1. Dr John E. Warnock at the Annenberg Symposium. Photo courtesy of http://www.annenberg.edu/symposia/annenberg/2002/photos.php Later, in Viola’s presentation, a fragment of a video work, Silent Mountain (2001) splits the screen in two columns, matching Warnock’s text: inside each a human figure struggles with intense emotion, and the challenges of bridging the relational gap. Fig. 2. Images from Bill Viola, Silent Mountain (2001). From Bill Viola, THE PASSIONS. The J. Paul Getty Museum, Los Angeles in Association with The National Gallery, London. Ed. John Walsh. p. 44. Both events are, of course, lectures. And although they are different in style and content, a ‘columnular’ scheme informs and underpins both, as a way of presenting and illustrating the lecture. Here, it is worth thinking about Pierre de la Ramée or Petrus (Peter) Ramus (1515-1572), the 16th century educational reformer who in the words of Frances Yates ‘abolished memory as a part of rhetoric’ (229). Ramus was famous for transforming rhetoric through the introduction of his method or dialectic. For Walter J. Ong, whose discussion of Ramism we are indebted to here, Ramus produced the paradigm of the textbook genre. But it is his method that is more noteworthy for us here, organised through definitions and divisions, the distribution of parts, ‘presented in dichotomized outlines or charts that showed exactly how the material was organised spatially in itself and in the mind’ (Ong, Orality 134-135). Fig. 3. Ramus inspired study of Medicine. Ong, Ramus 301. Ong discusses Ramus in more detail in his book Ramus: Method, and the Decay of Dialogue. Elsewhere, Sutton, Benjamin, and I have tried to capture the sense of Ong’s argument, which goes something like the following. In Ramus, Ong traces the origins of our modern, diagrammatic understanding of argument and structure to the 16th century, and especially the work of Ramus. Ong’s interest in Ramus is not as a great philosopher, nor a great scholar—indeed Ong sees Ramus’s work as a triumph of mediocrity of sorts. Rather, his was a ‘reformation’ in method and pedagogy. The Ramist dialectic ‘represented a drive toward thinking not only of the universe but of thought itself in terms of spatial models apprehended by sight’ (Ong, Ramus 9). The world becomes thought of ‘as an assemblage of the sort of things which vision apprehends—objects or surfaces’. Ramus’s teachings and doctrines regarding ‘discoursing’ are distinctive for the way they draw on geometrical figures, diagrams or lecture outlines, and the organization of categories through dichotomies. This sets learning up on a visual paradigm of ‘study’ (Ong, Orality 8-9). Ramus introduces a new organization for discourse. Prior to Ramus, the rhetorical tradition maintained and privileged an auditory understanding of the production of content in speech. Central to this practice was deployment of the ‘seats’, ‘images’ and ‘common places’ (loci communes), stock arguments and structures that had accumulated through centuries of use (Ong, Orality 111). These common places were supported by a complex art of memory: techniques that nourished the practice of rhetoric. By contrast, Ramism sought to map the flow and structure of arguments in tables and diagrams. Localised memory, based on dividing and composing, became crucial (Yates 230). For Ramus, content was structured in a set of visible or sight-oriented relations on the page. Ramism transformed the conditions of visualisation. In our present age, where ‘content’ is supposedly ‘king’, an archaeology of content bears thinking about. In it, Ramism would have a prominent place. With Ramus, content could be mapped within a diagrammatic page-based understanding of meaning. A container understanding of content arises. ‘In the post-Gutenberg age where Ramism flourished, the term “content”, as applied to what is “in” literary productions, acquires a status which it had never known before’ (Ong, Ramus 313). ‘In lieu of merely telling the truth, books would now in common estimation “contain” the truth, like boxes’ (313). For Ramus, ‘analysis opened ideas like boxes’ (315). The Ramist move was, as Ong points out, about privileging the visual over the audible. Alongside the rise of the printing press and page-based approaches to the word, the Ramist revolution sought to re-work rhetoric according to a new scheme. Although spatial metaphors had always had a ‘place’ in the arts of memory—other systems were, however, phonetically based—the notion of place changed. Specific figures such as ‘scheme’, ‘plan’, and ‘table’, rose to prominence in the now-textualised imagination. ‘Structure’ became an abstract diagram on the page disconnected from the total performance of the rhetor. This brings us to another key aspect of the Ramist reformation: that alongside a spatialised organisation of thought Ramus re-works style as presentation and embellishment (Brummett 449). A kind of separation of conception and execution is introduced in relation to performance. In Ramus’ separation of reason and rhetoric, arrangement and memory are distinct from style and delivery (Brummett 464). While both dialectic and rhetoric are re-worked by Ramus in light of divisions and definitions (see Ong, Ramus Chs. XI-XII), and dialectic remains a ‘rhetorical instrument’ (Ramus 290), rhetoric becomes a unique site for simplification in the name of classroom practicality. Dialectic circumscribes the space of learning of rhetoric; invention and arrangement (positioning) occur in advance (289). Ong’s work on the technologisation of the word is strongly focused on identifying the impact of literacy on consciousness. What Ong’s work on Ramus shows is that alongside the so-called printing revolution the Ramist reformation enacts an equally if not more powerful transformation of pedagogic space. Any serious consideration of print must not only look at the technologisation of the word, and the shifting patterns of literacy produced alongside it, but also a particular tying together of pedagogy and method that Ong traces back to Ramus. If, as is canvassed in the call for papers of this issue of M/C Journal, ‘the transitions in print culture are uneven and incomplete at this point’, then could it be in part due to the way Ramism endures and is extended in electronic and hypermedia contexts? Powerpoint presentations, outlining tools (Heim 139-141), and the scourge of bullet points, are the most obvious evidence of greater institutionalization of Ramist knowledge architecture. Communication, and the teaching of communication, is now embedded in a Ramist logic of opening up content like a box. Theories of communication draw on so-called ‘models’ that draw on the representation of the communication process through boxes that divide and define. Perhaps in a less obvious way, ‘spatialized processes of thought and communication’ (Ong, Ramus 314) are essential to the logic of flowcharting and tracking new information structures, and even teaching hypertext (see the diagram in Nielsen 7): a link puts the popular notion that hypertext is close to the way we truly think into an interesting perspective. The notion that we are embedded in print culture is not in itself new, even if the forms of our continual reintegration into print culture can be surprising. In the experience of printing, of the act of pressing the ‘Print’ button, we find ourselves re-integrated into page space. A mini-preview of the page re-assures me of an actuality behind the actualizations on the screen, of ink on paper. As I write in my word processing software, the removal of writing from the ‘element of inscription’ (Heim 136) —the frictionless ‘immediacy’ of the flow of text (152) — is conditioned by a representation called the ‘Page Layout’, the dark borders around the page signalling a kind of structures abyss, a no-go zone, a place, beyond ‘Normal’, from which where there is no ‘Return’. At the same time, however, never before has the technological manipulation of the document been so complex, a part of a docuverse that exists in three dimensions. It is a world that is increasingly virtualised by photocopiers that ‘scan to file’ or ‘scan to email’ rather than good old ‘xeroxing’ style copying. Printing gives way to scanning. In a perverse extension of printing (but also residually film and photography), some video software has a function called ‘Print to Video’. That these super-functions of scanning to file or email are disabled on my department photocopier says something about budgets, but also the comfort with which academics inhabit Ramist space. As I stand here printing my lecture plan, the printer stands defiantly separate from the photocopier, resisting its colonizing convergence even though it is dwarfed in size. Meanwhile, the printer demurely dispenses pages, one at a time, face down, in a gesture of discretion or perhaps embarrassment. For in the focus on the pristine page there is a Puritanism surrounding printing: a morality of blemishes, smudges, and stains; of structure, format and order; and a failure to match that immaculate, perfect argument or totality. (Ong suggests that ‘the term “method” was appropriated from the Ramist coffers and used to form the term “methodists” to designate first enthusiastic preachers who made an issue of their adherence to “logic”’ (Ramus 304).) But perhaps this avoidance of multi-functionality is less of a Ludditism than an understanding that the technological assemblage of printing today exists peripherally to the ideality of the Ramist scheme. A change in technological means does not necessarily challenge the visile language that informs our very understanding of our respective ‘fields’, or the ideals of competency embodied in academic performance and expression, or the notions of content we adopt. This is why I would argue some consideration of Ramism and print culture is crucial. Any ‘true’ breaking out of print involves, as I suggest, a challenge to some fundamental principles of pedagogy and method, and the link between the two. And of course, the very prospect of breaking out of print raises the issue of its desirability at a time when these forms of academic performance are culturally valued. On the surface, academic culture has been a strange inheritor of the Ramist legacy, radically furthering its ambitions, but also it would seem strongly tempering it with an investment in orality, and other ideas of performance, that resist submission to the Ramist ideal. Ong is pessimistic here, however. Ramism was after all born as a pedagogic movement, central to the purveying ‘knowledge as a commodity’ (Ong, Ramus 306). Academic discourse remains an odd mixture of ‘dialogue in the give-and-take Socratic form’ and the scheduled lecture (151). The scholastic dispute is at best a ‘manifestation of concern with real dialogue’ (154). As Ong notes, the ideals of dialogue have been difficult to sustain, and the dominant practice leans towards ‘the visile pole with its typical ideals of “clarity”, “precision”, “distinctness”, and “explanation” itself—all best conceivable in terms of some analogy with vision and a spatial field’ (151). Assessing the importance and after-effects of the Ramist reformation today is difficult. Ong describes it an ‘elusive study’ (Ramus 296). Perhaps Viola’s video, with its figures struggling in a column-like organization of space, structured in a kind of dichotomy, can be read as a glimpse of our existence in or under a Ramist scheme (interestingly, from memory, these figures emote in silence, deprived of auditory expression). My own view is that while it is possible to explore learning environments in a range of ways, and thus move beyond the enclosed mode of study of Ramism, Ramism nevertheless comprises an important default architecture of pedagogy that also informs some higher level assumptions about assessment and knowledge of the field. Software training, based on a process of working through or mimicking a linked series of screenshots and commands is a direct inheritor of what Ong calls Ramism’s ‘corpuscular epistemology’, a ‘one to one correspondence between concept, word and referent’ (Ong, Orality 168). My lecture plan, providing an at a glance view of my presentation, is another. The default architecture of the Ramist scheme impacts on our organisation of knowledge, and the place of performance with in it. Perhaps this is another area where Ong’s fascinating account of secondary orality—that orality that comes into being with television and radio—becomes important (Orality 136). Not only does secondary orality enable group-mindedness and communal exchange, it also provides a way to resist the closure of print and the Ramist scheme, adapting knowledge to new environments and story frameworks. Ong’s work in Orality and Literacy could thus usefully be taken up to discuss Ramism. But this raises another issue, which has to do with the relationship between Ong’s two books. In Orality and Literacy, Ong is careful to trace distinctions between oral, chirographic, manuscript, and print culture. In Ramus this progression is not as prominent— partly because Ong is tracking Ramus’ numerous influences in detail —and we find a more clear-cut distinction between the visile and audile worlds. Yates seems to support this observation, suggesting contra Ong that it is not the connection between Ramus and print that is important, but between Ramus and manuscript culture (230). The interconnections but also lack of fit between the two books suggests a range of fascinating questions about the impact of Ramism across different media/technological contexts, beyond print, but also the status of visualisation in both rhetorical and print cultures. References Brummett, Barry. Reading Rhetorical Theory. Fort Worth: Harcourt, 2000. Heim, Michael. Electric Language: A Philosophical Study of Word Processing. New Haven: Yale UP, 1987. Maras, Steven, David Sutton, and with Marion Benjamin. “Multimedia Communication: An Interdisciplinary Approach.” Information Technology, Education and Society 2.1 (2001): 25-49. Nielsen, Jakob. Multimedia and Hypertext: The Internet and Beyond. Boston: AP Professional, 1995. Ong, Walter J. Orality and Literacy: The Technologizing of the Word. London: Methuen, 1982. —. Ramus: Method, and the Decay of Dialogue. New York: Octagon, 1974. The Second Annual Walter H. Annenberg Symposium. 20 March 2002. http://www.annenberg.edu/symposia/annenberg/2002/photos.php> USC Annenberg Center of Communication and USC Annenberg School for Communication. 22 March 2005. Viola, Bill. Bill Viola: The Passions. Ed. John Walsh. London: The J. Paul Getty Museum, Los Angeles in Association with The National Gallery, 2003. Yates, Frances A. The Art of Memory. Harmondsworth: Penguin, 1969. Citation reference for this article MLA Style Maras, Steven. "Reflections on Adobe Corporation, Bill Viola, and Peter Ramus while Printing Lecture Notes." M/C Journal 8.2 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0506/05-maras.php>. APA Style Maras, S. (Jun. 2005) "Reflections on Adobe Corporation, Bill Viola, and Peter Ramus while Printing Lecture Notes," M/C Journal, 8(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0506/05-maras.php>.

Introduction Films with deaf characters often do not focus on the condition of deafness at all. Rather, the characters seem to satisfy a role in the story that either furthers the plot or the audience’s understanding of other hearing characters. The deaf characters can be symbolic, for example as a metaphor for isolation representative of ‘those without a voice’ in a society. The deaf characters’ misunderstanding of auditory cues can lead to comic circumstances, and their knowledge can save them in the case of perilous ones. Sign language, because of its unique linguistic properties and its lack of comprehension by hearing people, can save the day in a story line. Deaf characters are shown in different eras and in different countries, providing a fictional window into their possible experiences. Films shape and reflect cultural attitudes and can serve as a potent force in influencing the attitudes and assumptions of those members of the hearing world who have had few, if any, encounters with deaf people. This article explores categories of literary function as identified by the author, providing examples and suggestions of other films for readers to explore. Searching for Deaf Characters in Film I am a sign language interpreter. Several years ago, I started noticing how deaf characters are used in films. I made a concerted effort to find as many as I could. I referred to John Shuchman’s exhaustive book about deaf actors and subject matter, Hollywood Speaks; I scouted video rental guides (key words were ‘deaf’ or ‘disabled’); and I also plugged in the key words ‘deaf in film’ on Google’s search engine. I decided to ignore the issue of whether or not the actors were actually deaf—a political hot potato in the Deaf community which has been discussed extensively. Similarly, the linguistic or cultural accuracy of the type of sign language used or super-human lip-reading talent did not concern me. What was I looking for? I noticed that few story lines involving deaf characters provide any discussion or plot information related to that character’s deafness. I was puzzled. Why is there signing in the elevator in Jerry Maguire? Why does the guy in Grand Canyon have a deaf daughter? Why would the psychosomatic response to a trauma—as in Psych Out—be deafness rather than blindness? I concluded that not being able to hear carried some special meaning or fulfilled a particular need intrinsic to the plot of the story. I also observed that the functions of deaf characters seem to fall into several categories. Some deaf characters fit into more than one category, serving two or more symbolic purposes at the same time. By viewing and analysing the representations of deafness and deaf characters in forty-six films, I have come up with the following classifications: Deafness as a plot device Deaf characters as protagonist informants Deaf characters as a parallel to the protagonist Sign language as ‘hero’ Stories about deaf/hearing relationships A-normal-guy-or-gal-who-just-happens-to-be-deaf Deafness as a psychosomatic response to trauma Deafness as metaphor Deafness as a symbolic commentary on society Let your fingers do the ‘talking’ Deafness as Plot Device Every element of a film is a device, but when the plot hinges on one character being deaf, the story succeeds because of that particular character having that particular condition. The limitations or advantages of a deaf person functioning within the hearing world establish the tension, the comedy, or the events which create the story. In Hear No Evil (1993), Jillian learns from her hearing boyfriend which mechanical devices cause ear-splitting noises (he has insomnia and every morning she accidentally wakes him in very loud ways, eg., she burns the toast, thus setting off the smoke detector; she drops a metal spoon down the garbage disposal unit). When she is pursued by a murderer she uses a fire alarm, an alarm/sprinkler system, and a stereo turned on full blast to mask the sounds of her movements as she attempts to hide. Jillian and her boyfriend survive, she learns about sound, her boyfriend learns about deafness, and she teaches him the sign for orgasm. Life is good! The potential comic aspects of deafness may seem in this day and age to be shockingly politically incorrect. While the slapstick aspect is often innocent and means no overt harm or insult to the Deaf as a population, deafness functions as the visual banana peel over which the characters figuratively stumble in the plot. The film, See No Evil, Hear No Evil (1989), pairing Gene Wilder with Richard Pryor as deaf and blind respectively, is a constant sight gag of lip-reading miscues and lack-of-sight gags. Wilder can speak, and is able to speech read almost perfectly, almost all of the time (a stereotype often perpetuated in films). It is mind-boggling to imagine the detail of the choreography required for the two actors to convince the audience of their authenticity. Other films in this category include: Suspect It’s a Wonderful Life Murder by Death Huck Finn One Flew over the Cuckoo’s NestThe Shop on Main StreetRead My Lips The Quiet Deaf Characters as Protagonist Informants Often a deaf character’s primary function to the story is to give the audience more information about, or form more of an affinity with, the hearing protagonist. The deaf character may be fascinating in his or her own right, but generally the deafness is a marginal point of interest. Audience attitudes about the hearing characters are affected because of their previous or present involvement with deaf individuals. This representation of deafness seems to provide a window into audience understanding and appreciation of the protagonist. More inferences can be made about the hearing person and provides one possible explanation for what ensues. It is a subtle, almost subliminal trick. There are several effective examples of this approach. In Gas, Food, Lodging (1992), Shade discovers that tough-guy Javier’s mother is deaf. He introduces Shade to his mother by simple signs and finger-spelling. They all proceed to visit and dance together (mom feels the vibrations on the floor). The audience is drawn to feel ‘Wow! Javier is a sensitive kid who has grown up with a beautiful, exotic, deaf mother!’ The 1977 film, Looking for Mr. Goodbar presents film-goers with Theresa, a confused young woman living a double life. By day, she is a teacher of deaf children. Her professor in the Teacher of the Deaf program even likens their vocation to ‘touching God’. But by night she cruises bars and engages in promiscuous sexual activity. The film shows how her fledgling use of signs begins to express her innermost desires, as well as her ability to communicate and reach out to her students. Other films in this category include: Miracle on 34th Street (1994 version)Nashville (1975, dir. Robert Altman)The Family StoneGrand CanyonThere Will Be Blood Deaf Characters as a Parallel to the Protagonist I Don’t Want to Talk about It (1993) from Argentina, uses a deaf character to establish an implied parallel story line to the main hearing character. Charlotte, a dwarf, is friends with Reanalde, who is deaf. The audience sees them in the first moments of the film when they are little girls together. Reanalde’s mother attempts to commiserate with Charlotte’s mother, establishing a simultaneous but unseen story line somewhere else in town over the course of the story. The setting is Argentina during the 1930s, and the viewer can assume that disability awareness is fairly minimal at the time. Without having seen Charlotte’s deaf counterpart, the audience still knows that her story has contained similar struggles for ‘normalcy’ and acceptance. Near the conclusion of the film, there is one more glimpse of Reanalde, when she catches the bridal bouquet at Charlotte’s wedding. While having been privy to Charlotte’s experiences all along, we can only conjecture as to what Reanalde’s life has been. Sign Language as ‘Hero’ The power of language, and one’s calculated use of language as a means of escape from a potentially deadly situation, is shown in The River Wild (1996). The reason that any of the hearing characters knows sign language is that Gail, the protagonist, has a deaf father. Victor appears primarily to allow the audience to see his daughter and grandson sign with him. The mother, father, and son are able to communicate surreptitiously and get themselves out of a dangerous predicament. Signing takes an iconic form when the signs BOAT, LEFT, I-LOVE-YOU are drawn on a log suspended over the river as a message to Gail so that she knows where to steer the boat, and that her husband is still alive. The unique nature of sign language saves the day– silently and subtly produced, right under the bad guys’ noses! Stories about Deaf/Hearing Relationships Because of increased awareness and acceptance of deafness, it may be tempting to assume that growing up deaf or having any kind of relationship with a deaf individual may not pose too much of a challenge. Captioning and subtitling are ubiquitous in the USA now, as is the inclusion of interpreters on stages at public events. Since the inception of USA Public Law 94-142 and section 504 in 1974, more deaf children are ‘mainstreamed’ into public schools than ever before. The Americans with Disabilities Act was passed in 1993, opening the doors in the US for more access, more job opportunities, more inclusion. These are the external manifestations of acceptance that most viewers with no personal exposure to deafness may see in the public domain. The nuts and bolts of growing up deaf, navigating through opposing philosophical theories regarding deaf education, and dealing with parents, siblings, and peers who can’t communicate, all serve to form foundational experiences which an audience rarely witnesses. Children of a Lesser God (1986), uses the character of James Leeds to provide simultaneous voiced translations of the deaf student Sarah’s comments. The audience is ushered into the world of disparate philosophies of deaf education, a controversy of which general audiences may not have been previously unaware. At the core of James and Sarah’s struggle is his inability to accept that she is complete as she is, as a signing not speaking deaf person. Whether a full reconciliation is possible remains to be seen. The esteemed teacher of the deaf must allow himself to be taught by the deaf. Other films in this category include: Johnny Belinda (1949, 1982)Mr. Holland’s OpusBeyond SilenceThe Good ShepherdCompensation A Normal Guy-or-Gal-Who-Just-Happens-to-Be-Deaf The greatest measure of equality is to be accepted on one's own merits, with no special attention to differences or deviations from whatever is deemed ‘the norm.’ In this category, the audience sees the seemingly incidental inclusion of a deaf or hearing-impaired person in the casting. A sleeper movie titled Crazy Moon (1986) is an effective example. Brooks is a shy, eccentric young hearing man who needs who needs to change his life. Vanessa is deaf and works as a clerk in a shop while takes speech lessons. She possesses a joie de vivre that Brooks admires and wishes to emulate. When comparing the way they interact with the world, it is apparent that Brooks is the one who is handicapped. Other films in this category include: Sympathy for Mr. Vengeance (South Korea, 1992)Liar, LiarRequiem for a DreamKung Fu HustleBangkok DangerousThe Family StoneDeafness as a Psychosomatic Response to Trauma Literature about psychosomatic illnesses enumerates many disconcerting and disruptive physiological responses. However, rarely is there a PTSD response as profound as complete blockage of one of the five senses, ie; becoming deaf as a result of a traumatic incident. But it makes great copy, and provides a convenient explanation as to why an actor needn't learn sign language! The rock group The Who recorded Tommy in 1968, inaugurating an exciting and groundbreaking new musical genre – the rock opera. The film adaptation, directed by Ken Russell, was released in 1975. In an ironic twist for a rock extravaganza, the hero of the story is a ‘deaf, dumb, and blind kid.’ Tommy Johnson becomes deaf when he witnesses the murder of his father at the hands of his step-father and complicit mother. From that moment on, he is deaf and blind. When he grows up, he establishes a cult religion of inner vision and self-discovery. Another film in this category is Psych Out. Deafness as a Metaphor Hearing loss does not necessarily mean complete deafness and/or lack of vocalization. Yet, the general public tends to assume that there is utter silence, complete muteness, and the inability to verbalize anything at all. These assumptions provide a rich breeding ground for a deaf character to personify isolation, disenfranchisement, and/or avoidance of the harsher side of life. The deafness of a character can also serve as a hearing character’s nemesis. Mr. Holland’s Opus (1995) chronicles much of the adult life of a beleaguered man named Glenn Holland whose fondest dream is to compose a grand piece of orchestral music. To make ends meet he must teach band and orchestra to apparently disinterested and often untalented students in a public school. His golden son (named Cole, in honor of the jazz great John Coltrane) is discovered to be deaf. Glenn’s music can’t be born, and now his son is born without music. He will never be able to share his passion with his child. He learns just a little bit of sign, is dismissive of the boy’s dreams, and drifts further away from his family to settle into a puddle of bitterness, regrets, and unfulfilled desires. John Lennon’s death provides the catalyst for Cole’s confrontation with Glenn, forcing the father to understand that the gulf between them is an artificial one, perpetuated by the unwillingness to try. Any other disability could not have had the same effect in this story. Other films in this category include: Ramblin’ RoseBabelThe Heart Is a Lonely HunterA Code Unkown Deafness as a Symbolic Commentary on Society Sometimes films show deafness in a different country, during another era, and audiences receive a fictionalized representation of what life might have been like before these more enlightened times. The inability to hear and/or speak can also represent the more generalized powerlessness that a culture or a society’s disenfranchised experience. The Chinese masterpiece To Live (1994) provides historical and political reasons for Fenxi’s deafness—her father was a political prisoner whose prolonged absence brought hardship and untended illness. Later, the chaotic political situation which resulted in a lack of qualified doctors led to her death. In between these scenes the audience sees how her parents arrange a marriage with another ‘handicapped’ comrade of the town. Those citizens deemed to be crippled or outcast have different overt rights and treatment. The 1996 film Illtown presents the character of a very young teenage boy to represent the powerlessness of youth in America. David has absolutely no say in where he can live, with whom he can live, and the decisions made all around him. When he is apprehended after a stolen car chase, his frustration at his and all of his generation’s predicament in the face of a crumbling world is pounded out on the steering wheel as the police cars circle him. He is caged, and without the ability to communicate. Were he to have a voice, the overall sense of the film and his situation is that he would be misunderstood anyway. Other films in this category include: Stille Liebe (Germany)RidiculeIn the Company of Men Let Your Fingers Do the ‘Talking’ I use this heading to describe films where sign language is used by a deaf character to express something that a main hearing character can’t (or won’t) self-generate. It is a clever device which employs a silent language to create a communication symbiosis: Someone asks a hearing person who knows sign what that deaf person just said, and the hearing person must voice what he or she truly feels, and yet is unable to express voluntarily. The deaf person is capable of expressing the feeling, but must rely upon the hearing person to disseminate the message. And so, the words do emanate from the mouth of the person who means them, albeit self-consciously, unwillingly. Jerry Maguire (1996) provides a signed foreshadowing of character metamorphosis and development, which is then voiced for the hearing audience. Jerry and Dorothy have just met, resigned from their jobs in solidarity and rebellion, and then step into an elevator to begin a new phase of their lives. Their body language identifies them as separate, disconnected, and heavily emotionally fortified. An amorous deaf couple enters the elevator and Dorothy translates the deaf man’s signs as, ‘You complete me.’ The sentiment is strong and a glaring contrast to Jerry and Dorothy’s present dynamic. In the end, Jerry repeats this exact phrase to her, and means it with all his heart. We are all made aware of just how far they have traveled emotionally. They have become the couple in the elevator. Other films in this category include: Four Weddings and a FuneralKnowing Conclusion This has been a cursory glance at examining the narrative raison d’etre for the presence of a deaf character in story lines where no discussion of deafness is articulated. A film’s plot may necessitate hearing-impairment or deafness to successfully execute certain gimmickry, provide a sense of danger, or relational tension. The underlying themes and motifs may revolve around loneliness, alienation, or outwardly imposed solitude. The character may have a subconscious desire to literally shut out the world of sound. The properties of sign language itself can be exploited for subtle, undetectable conversations to assure the safety of hearing characters. Deaf people have lived during all times, in all places, and historical films can portray a slice of what their lives may have been like. I hope readers will become more aware of deaf characters on the screen, and formulate more theories as to where they fit in the literary/narrative schema. ReferencesMaltin, Leonard. Leonard Maltin’s 2009 Movie Guide. Penguin Group, 2008.Shuchman, John S. Hollywood Speaks. Urbana and Chicago: University of Illinois Press, 1988. Filmography Babel. Dir. Alejandro Gonzalez Inarritu. Central Films, 2006. DVD. Bangkok Dangerous. Dir. Pang Brothers. Film Bangkok, 1999. VHS. Beyond Silence. Dir. Caroline Link. Miramax Films, 1998. DVD. Children of a Lesser God. Dir. Randa Haines. Paramount Pictures, 1985. DVD. A Code Unknown. Dir. Michael Heneke. MK2 Editions, 2000. DVD. Compensation. Dir. Zeinabu Irene Davis. Wimmin with a Mission Productions, 1999. VHS. Crazy Moon. Dir. Allan Eastman. Allegro Films, 1987. VHS. The Family Stone. Dir. Mike Bezucha. 20th Century Fox, 2005. DVD. Four Weddings and a Funeral. Dir. Mike Newell. Polygram Film Entertainment, 1994. DVD. Gas, Food, Lodging. Dir. Allison Anders. IRS Media, 1992. DVD. The Good Shepherd. Dir. Robert De Niro. Morgan Creek, TriBeCa Productions, American Zoetrope, 2006. DVD. Grand Canyon. Dir. Lawrence Kasdan, Meg Kasdan. 20th Century Fox, 1991. DVD. Hear No Evil. Dir. Robert Greenwald. 20th Century Fox, 1993. DVD. The Heart Is a Lonely Hunter. Dir. Robert Ellis Miller. Warner Brothers, 1968. DVD. Huck Finn. Stephen Sommers. Walt Disney Pictures, 1993. VHS. I Don’t Want to Talk about It. Dir. Maria Luisa Bemberg. Mojame Productions, 1994. DVD. Knowing. Dir. Alex Proyas. Escape Artists, 2009. DVD. Illtown. Dir. Nick Gomez. 1998. VHS. In the Company of Men. Dir. Neil LaBute. Alliance Atlantis Communications,1997. DVD. It’s a Wonderful Life. Dir. Frank Capra. RKO Pictures, 1947. DVD. Jerry Maguire. Dir. Cameron Crowe. TriSTar Pictures, 1996. DVD. Johnny Belinda. Dir. Jean Nagalesco. Warner Brothers Pictures, 1948. DVD. Kung Fu Hustle. Dir. Stephen Chow. Film Production Asia, 2004. DVD. Liar, Liar. Dir. Tom Shadyac. Universal Pictures, 1997. DVD. Looking for Mr. Goodbar. Dir. Richard Brooks. Paramount Miracle on 34th Street. Dir. Les Mayfield. 20th Century Fox, 1994. DVD. Mr. Holland’s Opus. Dir. Stephen Hereck. Hollywood Pictures, 1996. DVD Murder by Death. Dir. Robert Moore. Columbia Pictures, 1976. VHS. Nashville. Dir. Robert Altman. Paramount Pictures, 1975. DVD. One Flew over the Cuckoo’s Nest. Dir. Milos Forman. United Artists, 1975. DVD. The Perfect Circle. Dir. Ademir Kenovic. 1997. DVD. Psych Out. Dir. Richard Rush. American International Pictures, 1968. DVD. The Quiet. Dir. Jamie Babbit. Sony Pictures Classics, 2005. DVD. Ramblin’ Rose. Dir. Martha Coolidge. Carolco Pictures, 1991. DVD. Read My Lips. Dir. Jacques Audiard. Panthe Films, 2001. DVD. Requiem for a Dream. Dir. Darren Aronofsky. Artisan Entertainment, 2000. DVD. Ridicule. Dir. Patrice Laconte. Miramax Films, 1996. DVD. The River Wild. Dir. Curtis Hanson. Universal Pictures, 1995. DVD. See No Evil, Hear No Evil. Dir. Arthur Hiller. TriSTar Pictures,1989. DVD. The Shop on Main Street. Dir. Jan Kadar, Elmar Klos. Barrandov Film Studio, 1965. VHS. Stille Liebe. Dir. Christoph Schaub. T and C Film AG, 2001. DVD. Suspect. Dir. Peter Yates. Tri-Star Pictures, 1987. DVD. Sympathy for Mr. Vengeance. Dir. Park Chan-wook. CJ Entertainments, Tartan Films, 2002. DVD. There Will Be Blood. Dir. Paul Thomas Anderson. Paramount Vantage, Miramax Films, 2007. DVD. To Live. Dir. Zhang Yimou. Shanghai Film Studio and ERA International, 1994. DVD. What the Bleep Do We Know?. Dir. Willam Arntz, Betsy Chasse, Mark Vicente. Roadside Attractions, 2004. DVD.